A Study on Customer Satisfaction Towards Departmental Stores in Coimbatore

A STUDY ON CUSTOMER SATISFACTION TOWARDS DEPARTMENTAL STORED IN COIMBATORE

A.SUKUMAR M.Com., M.Phil., PGDCA., COIMBAOTRE, TAMILNADU, INDIA

CHAPTER – I INTRODUCTION a. INTRODUCTION INTRODUCTION OF THE STUDY Gone Gone are are the the days days were were the the cons consum umer er went went in sear search ch 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. I.1. MARKETING Marketing is more important as it relates to consumer and their needs, whatever may be the objectives of business, the main in whic which h it has has to conc concen entr trat atee will will be mark market etin ing. g. Busi Busine ness ss toda today, y, 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.

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Unde Underr thes thesee circ circum umst stan ance cess a stud study y has has been been cond conduc ucte ted d 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 depa depart rtme ment ntal al stor store, e, a reta retail il trad tradee shop shop,, was star starte ted d 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 Kannan Departmental stores, Food World, Subiksha, More for U, etc. Every business is based on understanding the consumer and pro provi vidi ding ng the the kind kind of prod produc ucts ts that that the the cons consum umer er want want ever every y businessman today makes some effort to convince the consumer for buy buyin ing g a prod produc uctt in a part partic icul ular ar shop shop and and for for this this reas reason on,, the the researcher has under taken a survey as to why they prefer departmental store?

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

II. STATEMENT OF PROBLEM The study of the consumer behaviour enable 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 unpollute unpolluted d atmospher atmospheree in departmental departmental store. It is a matter for study as to why people come and buy from a departmental store.

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c. OBJECT OBJECTIV IVES ES OF OF THE THE STUD STUDY Y The objectives of the study are: 1. To study study the factor factor influen influencin cing g the the custom customers ers to purcha purchase se house hold articles from departmental store. 2. To study the needs of the customers at the place of purchase. 3. To study study the consumer consumer’s ’s opinion opinion and ideas ideas about about the price, price, quality and services rendered by the departmental stores. 4. To study the sales sales servic services es provided provided by the depart departmen mental tal stores. 5. To suggest, improve in sales and functions in the departmental stores based on results.

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d. METHODOLOGY The primary methods of data collection that is questionnaire technique was used to collect the data required. Respondents include both both male male and female female.. Conven Convenien ience ce sampli sampling ng metho method d has been been adopted under the non-probability sampling technique and about 100 samples have been collected for the study. The The ques questi tion onna nair iree cons consis ists ts of four four part partss name namely ly,, pers person onal al info inform rmat atio ion, n, purc purcha hasi sing ng patt patter ern, n, deta detail ilss

abou aboutt

prod produc ucts ts and and

custom customers ers servic services es provid provided ed at the store. store. The questi questionn onnair airee was designed in such a way that the respondents were able to express their opinions and ideas freely and frankly. e. SAMPL SAMPLE E AREA AREA OF OF THE THE STUD STUDY Y The area covered under the study is in Coimbatore city. f.PERIOD OF THE STUDY The study was conducted during the period January 2008 to march 2008. g. STATISTICAL TOOL TOOL FOR ANALYSIS ANALYSIS The The coll collec ecte ted d data data has has been been anal analyz yzed ed usin using g perc percen enta tage ge analysis and diagrams. 5



h. LIMI LIMITA TATI TION ON OF THE THE STU STUDY DY 1. The area area of study is is restricted restricted to Coimb Coimbatore atore city. city. 2. For convenien convenience ce purpose, purpose, the populat population ion taken taken for the study study refe refers rs to the the cust custom omer erss of Kann Kannan an depa depart rtme ment ntal al stor stores es,, Foodworld and Subiksha. 3. The The data data was collec collecte ted d for for the the mont month h of Januar January y 2008 2008 to march 2008. 4. In order order to comple complete te the study study within within the time frame, frame, the the number of respondents had been restricted to 100.

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i. CHAPT CHAPTER ER SCHEM SCHEME E Chapter I It gives a brief brief introduct introduction ion about the study, scope, objective objective,, methodology and limitation of the study. Chapter II It deals with the concept of buyer behaviour and departmental store, their features and advantages taken for the study. Chapter III It covers the analysis and interpretation of the collected data. Chapter IV It covers the various findings and suggestions of the study along with the conclusion.

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CHAPTER II BUYER BEHAVIOUR AND DEPARTMENTAL STORE a. INTR INTROD ODUC UCTI TION ON Today business faces a lot of challenges. The major work of today’s business is not only to face and survive with competitors but also to study consumer’s needs and analysis their behaviour. Though starting a business today is easy, surviving and attaining success is an important issue to be given importance. Business, in olden days, the major work of business was to concentrate on production lines, but today the scene is different. Marketing as a business function is char charge gess with with the the move moveme ment nt of prod produc ucts ts and and serv servic ices es from from the the producer to the user. Under this concept, a business is managed with the sole purpose of making and selling what the customer wants, in the way he wants it, when and where he wants it, and at a price he is willing to pay.

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I.1. CONSUMER BEHAVIOUR Consumer behaviour is defined as that behaviour exhibited by peo peopl plee in plan planni ning ng,, purc purcha hasi sing ng and and usin using g econ econom omic ic good goodss and and servi services ces.. Buyers Buyers behavi behaviour our is the proces processs by which which indivi individua duals ls deci decide de whet whethe her, r, what what,, when when,, wher where, e, how how and and from from whom hom 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 emphas emphasizi izing ng on the above above statem statement ent,, the target target of all market marketing ing 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 beh behav avio iour ur may may be view viewed ed as an orde orderl rly y proc proces esss wher whereb eby y the the individual interacts with his environment for the purpose of making market decisions on products and services.

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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 pur purchas chasee, and and mental ntal acti activ viti ities – such such as form formin ing g attitudes, perceiving advantages materials and learning to prefer a particular brand. The consumers apply both the acti activ viti ities to acqu acquir iree goods oods and and serv serviices and obt obtain ain 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 individ individua ual’s l’s specifi specificc behavi behaviour our in the market market place place is aff affect ected by inte interv rvaal facto actors rs suc such as need needs, s, motiv otives es,, 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 10



extern external al forces forces and influe influence ncess intera interact ct in highly highly comple complex x ways, ways, affecting the individual’s total pattern of behaviour as well as his buying behaviour. I.2. BUYING DECISION PROCESS This model implies that consumer pass through all five stages in buyi buying ng som somethi ething ng.. This This is not not the the case case in resp respec ectt of low 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 DECISION PROCESS

PROBLEM RECOGNITION

INFORMATION SEARCH

EVALUATION OF ALTERNATIVES

DECISION - MAKING

TO BUY

NOT TO BUY

POST-PURCHASE BEHAVIOUR

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I.3. PROBLEM RECOGNITION The The buyi buying ng proc proces esss star starts ts with with the the buye buyerr reco recogn gniz izin ing g 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, sex rises to threshold travel and becomes 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.4. INFORMATION SEARCH As the next step, a consumer will try to search for more info inform rmat atio ion n from from vari variou ouss sour source ces, s, to have have an idea idea abou aboutt the the competing brands and their features and to purchase accordingly. The various sources which provide information are: 1. Perso erson nal sour source cess

- Family ily fri friends, nds, Neighbo ghbour urs, s, etc. etc.

2. Commercia Commerciall sources sources - Advertis Advertisemen ements, ts, Salesm Salesmen, en, Deale Dealers, rs, Packages 3. Public sources

- Mass Media

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4.


Experiment Experimental al source source - Examining Examining,, using and handling handling the product

I.5. EVALUATION OF ALTERNATIVES ALTERNATIVES A consumer uses information to arrive at a set of final brand choices. The question is, how does the consumer choose among the alte altern rnat ativ ivee bran brands ds in the the choi choice ce set? set? He eval evalua uate tess the the vari variou ouss alternatives available in the market on the basis of certain attributes. Ther Theree is no simp simple le and and sing single le eval evalua uati tion on proc proces esss used used by all all cons consum umer erss or by one one cons consum umer er in all all buyi buying ng situ situat atio ions ns.. The The attributes of interest to buyer vary by product, their need, quality, style, etc. I.6. 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.

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I.7. POST PURCHASE BEHAVIOUR After purchasing the product, the consumer will experience some level of satisfaction or dissatisfaction. This will influence his subsequent behaviour. If he is satisfied, he will show more interest to buy the product the product or get information that might confirm its high value. Hence, to satisfy a consumer, a market must try to conv convin ince ce him him to choo choose se a prod produc uct, t, the the attr attrib ibut utes es for for whic which h a consumer gives importance must be analyzed. The marketer’s job does not come to an end as soon as the product is being bought, but continues into the post purchase period. Further, proper understanding of the various participant’s behaviour in the the buyin buying g proc proces esss and and the the majo majorr infl influe uenc nces es on thei theirr buyin buying g beha behavio viour, ur, will will help help the the marke marketer terss to design design effect effective ive market marketing ing programs for their target markets.

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II.1. FACTORS THAT INFLUENCE BUYER BEHAVIOUR Throughout the buying process, various factors may influence the buyer. A person’s culture, social class, reference groups and selfimag imagee all all have have a bear bearin ing g on the the purc purcha hase se deci decisi sion on.. As to the the situational factors like the presentation of the product, the events in the buyer’s life and the person’s mood at the time of purchase also induce him to purchase a product of his choice. II.2. CULTURAL FACTORS Cult Cultur uree is the the most most fund fundam amen enta tall of a pers person on’s ’s want wantss and and behaviour. It refers to a set of learned beliefs, attitudes, values, customs, habits, etc., and determines human wants and behaviour. Separate marketing strategy can be developed for each culture and market can be segmented for patterns of behaviour varying between different cultures.

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II.3. SOCIAL FACTORS Social factors include the following: a. Refe Refere renc ncee group groupss People are influenced by many groups. The various reference groups are 

Membership Groups Thes Thesee are are grou groups ps to whic which h the the pers person on belo belong ngss and and

interacts. These groups have a direct influence on its member’s behaviour. 

Primary Groups This This incl includ udes es grou groups ps of frie friend nds, s, fami family ly memb member ers, s,

neighbours, co-staff, etc. The consumer has a fairly continuous interaction with his friends, family, neighbours, etc. 

Secondary Groups This includes religions groups, professional groups, etc.,

with whom the consumer has only a less continuous interaction.

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


Aspirational Groups These are the groups to which a person would like to

become its members as well as influenced by them. b. Family Family can influence a person’s buying behaviour because most consumers belong to a family. Marketers should study the role and the relative influence of the husband, wife and children in the purchase of product or services. c. Soci Social al Clas Classs The different classes namely, upper class, middle class and lower class also determine the behaviour of a person to purchase his products. Low class customers buy usually on impulse and do not even care to read advertisement much. Middl iddlee class lass cons consum umeer purc purch hase ase care careffully lly and and read ead advertisements much to know and compare the prices of different procedures engaged in the same line of activity. Upper Upper class class consum consumers ers want want high high class class goods goods mainta maintain in their status in the society.

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II.4. PERSONAL FACTORS A buyer’s behaviour is also influenced by personal factors such as age, occupation, income, life style, etc. a. Age People buy different products at their different life stage, their taste, preferences, etc., also change with change in life stage. For instance, taste in dress materials, recreation etc., are age related.

b. Occu Occup patio ation n For For cert certai ain n occu occupa pati tion on,, the the purc purcha hase se of cert certai ain n type type of products is necessary. For example, a sales representative will will buy buy fanc fancy y dres dress, s, shoe shoes, s, suit suitca case se,, etc. etc.,, to win win the the attention of the people. Similarly, a chief executive of a company will buy costly suits, undergo air travel, etc.

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c. Income Income being the main source of purchasing power, the buyi buying ng patt patter ern n of peop people le diff differ erss with with diff differ eren entt leve levell of income. d. Life Life Styl Stylee The term life style refers to the person’s pattern of living in the world. People belong to same social class, occupation, may lead quite different life styles. Life style attempts to profile a person’s way of being and acting in the world. II.5. PSYCHOLOGICAL FACTORS A person’s buyer behaviour is also influenced by the following psychological factors. a. Moti Motiva vati tion on A motive as an inner urge that moves a person to some action. People buy goods as a result of certain mental as well as economical forces that create desires of buying such goods.

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b. Perc Percep epti tion on “Perception is the process by which an individual selects, orga organi nize zess and and inte interp rpre rets ts info inform rmat atio ion n inpu inputs ts to crea create te a mean meanin ingf gful ul pict pictur uree of the the worl world” d”.. Pers Person onss at the the same same motivated stage may act in a quite different manner if they perceive the situation differently. c. Learning Learning may be defined as all changes in an individual’s behav behaviou iourr arisin arising g from from past past experi experienc ence. e. Learni Learning ng is the main main aspe aspect ct in the the stud study y of huma human n beha behavi viou our. r. Buyi Buying ng decisions are affected critically by the learning experience of buyers. d. Atti Attitu tude dess An attitude is a state of mind feeling. If may be described as a person person’s ’s emotio emotional nal feelin feeling, g, action action,, tenden tendencie ciess toward towardss some idea or object. If a person has an attitude towards a pro produ duct ct,, it is diff diffic icul ultt to chan change ge his his atti attitu tude de beca becaus usee a person’s attitude settles into a consistent pattern. It induces him to behave in some way. People have attitudes towards each and everything and to study the buyer behaviour it has to be taken into notice.

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CHAPTER III ANALYSIS AND INTERPRETATION OF DATA

INTRODUCTION All the information collected from the sample respondents is analyzed and the results presented at the end of this chapter. The data analysis are related to the custome omer need in a departmen departmental tal store, store, various various factors factors influenci influencing ng their their purchase purchase and their opinion regarding the products price, quality and etc, and the after sales services rendered by the departmental store.

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Table No. 3.1 TABLE SHOWING THE AGE GROUP OF THE RESPONDENTS

AGE

NO. OF RESPONDENTS

PERCENTAGE (%)

BELOW 20

19

19

21 TO 30

46

46

31 TO 40

23

23

ABOVE 40

12

12

TOTAL

100

100

INFERENCE: The above table representing the age group of the respon responden dents. ts. More More than than one-th one-third ird (46%) (46%) of the respon responden dents, ts, belong to the age group of 21 – 30 years, 23% of the respon responden dents ts are belong belong to the the age group group 31 - 40 years years and a least of 12% belong to the age group of above 40 years.

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Table No. 3.2 TABLE SHOWING THE SEX OF THE RESPONDENTS

NO. OF RESPONDENTS

PERCENTAGE (%)

MALE

42

42

FEMALE

58

58

TOTAL

100

100

GENDER

INFERENCE: The table representing the sex of the respondents. It shows that, about 42% of the respondents are male and 58% of them are female.

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Table No. – 3.3 TABLE SHOWING THE MARITAL STATUS OF THE RESPONDENTS MARITAL STATUS

NO. OF RESPONDENTS

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.

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Table No. 3.4 TABLE SHOWING THE EDUCATIONAL QUALIFICATION OF THE RESPONDENTS EDUCATIONAL QUALIFICATION

NO. OF RESPONDENTS

PERCENTAGE (%)

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.

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Table No. – 3.5 TABLE SHOWING THE OCCUPATIONAL STATUS OF THE RESPONDENTS NO. OF RESPONDENTS

PERCENTAGE (%)

STUDENT

23

23

HOUSE WIFE

27

27

EMPLOYED

26

26

BUSINESS

24

24

TOTAL

100

100

OCCUPATION

INFERENCE: Abov Abovee tabl tablee show showin ing g the the occu occupa pati tion onal al stat status us of the the respondents. It reveals that, more than one-forth (27%) of the respondents are house wife, followed by 26% of the respondents are employed and least no. of respondents are students.

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Table No. 3.6 TABLE SHOWING THE MONTHLY INCOME OF THE FAMILY OF THE RESPONDENTS

MONTHLY INCOME

NO. OF RESPONDENTS

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 The abov abovee tabl tablee show showin ing g the the mont monthl hly y inco incom me of the 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.

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Table No. – 3.7 TABLE SHOWING THE NUMBER OF MEMBERS IN THE FAMILY OF THE RESPONDENTS 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.

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Table No. – 3.8 TABLE SHOWS THE NORMALLY THE PRODUCTS PURCHASED BY THE RESPONDENTS NORMALLY PRODUCTS PURCHASED FROM

NO. OF OF RE RESPO SPONDENTS

PERCENTAGE (% (%)

DEPARTMENTAL STORES

52

52

SHOPS / MARKETS

46

46

SALES REPRESENTATIVES

2

2

EXHIBITION

0

0

100

100

TOTAL

INFERENCE: Abov Abovee tabl tablee show showin ing g the the sour source cess of purc purcha hase sess of the 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.

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Table No. - 3.9 TABLE SHOWING THE MEDIA INSIST TO PURCHASE IN DEPARTMENTAL STORES SOURCE OF INFORMATION

NO. NO. OF RES RESPO POND NDEN ENTS TS

PERC PERCEN ENTA TAGE GE (%) (%)

26

26

TELEVISION NEWS PAPER

22

22

PAMPHLETS

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 awar awaree of the the depa depart rtm menta entall stor stores es thro throug ugh h word word of mouth outh advertisement and a least percentage of 9% are aware of the store through pamphlets.

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Table No. – 3.10

TABLE SHOWING THE CUSTOMERS MOST FAVOURABLE DEPARTMENTAL STORE FAVORABLE STORE

NO. OF RESPONDENTS

PERCENTAGE (%)

KANNAN

58

58

FOOD WORLD

15

15

SUBHIKSHA

14

14

OTHERS

13

13

TOTAL

100

100

INFERENCE: Abov Abovee tabl tablee repr repres esen enti ting ng the the favo favour urab able le depa depart rtme ment ntal al store of the respondents. It tells that more than 50% of the respondents are going to the Kannan departmental store and least percentage of 13% are going to other departmental sotres.

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Table No. – 3.11 THE TABLE SHOWING THE REASON FOR PURCHASING THROUGH DEPARTMENTAL STORES REASON REASON FOR PURCHA PURCHASE SE NO. OF RESPON RESPONDEN DENTS TS

PERCENTAGE (%)

CONVENIENT

22

22

PRESTIGE

11

11

LESS COST

23

23

MORE QUALITY

32

32

TIME SAVING

12

12

TOTAL

100

100

INFERENCE: The The tabl tablee show showin ing g the the reas reason onss for for purc purcha hasi sing ng thro throug ugh h 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.

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Table No. – 3.12 TABLE SHOWING THE NUMBER OF YEARS PURCHASED THROUGH DEPARTMENTAL STORES NO. OF YEARS PURCHASING FROM DEPARTMENTAL STORES

NO. OF RESPONDENTS

PERCENTAGE (%)

LESS THAN ONE YEAR

15

15

1 TO 2 YEAR

30

30

2 TO 3 YEARS

17

17

ABOVE 3 YEARS

38

38

TOTAL

100

100

INFERENCE: Above table representing the number of years purchasing form departmental stores it reveals that the more than one-third (38%) of the respondents are belong to the category above 3 years followed by 30% of the respondents are belong to the category 1 – 2 years and least percentage of 15% are belong to the category less than a year.

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Table No. – 3.13 TABLE SHOWING THE TYPE OF PRODUCT PURCHASED THROUGH DEPARTMENTAL STORE. TYPE OF PRODUCT BUY FROM DEPARTMENTAL STORE

NO. OF RESPONDENTS

PERCENTAGE (%)

15

15

26

26

COSMETIC PRODUCTS

4

4

HEALTH PRODUCTS

6

6

STATIONARY PRODUCTS

2

2

ALL THE ABOVE

47

47

TOTAL

100

100

FRUITS VEGETABLES PROVISIONS GROCERIES

AND AND

CARE

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 leas leastt perc percen enta tage ge of the the 2% are are purc purcha hase se only only heal health th care care product.

46



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Table No. – 3.14 TABLE SHOWING THE HANDLING OF DAMAGED PRODUCT IN DEPARTMENTAL STORE

DAMAGE HANDLING

NO. OF RESPONDENTS

PERCENTA GE (%)

61

61

16

16

IMMEDIATE RECTIFICATION DELAY RECTIFICATION NO EXCHANGE NO RESPONSE

IN

14

14

9

9

TOTAL

100

100

INFERENCE: The The abo above tab table show showss the dam damage hand handlling by the depa depart rtm menta entall stor stores es.. It reve reveal alss that that more ore than than 60% 60% of the the resp respon onde dent ntss are are gett gettin ing g imme immedi diat atee rect rectif ific icat atio ion n from from the the damages 16% of the respondents are getting late rectification and least percentage of the 9% are getting no response from the stores.

48



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Table No. – 3.15 THE TABLE SHOWING THE FREE DELIVERY SERVICE IN DEPARTMETAL SOTRES FREE FREE DOOR DOOR DELIVE DELIVERY RY NO. OF RESPON RESPONDEN DENTS TS

PERCENTAGE (%)

ALWAYS

35

35

OFTEN

20

20

SOMETIMES

28

28

NO

17

17

TOTAL

100

100

INFERENCE: Above table shows the free door delivery rendered by the departmental store. It says that more than one-third (35%) of the respondents getting free door delivery always. Followed by 28% of the respondents are getting free door delivery sometimes. Only least percentage of 17% are getting no free door delivery.

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Table No. – 3.16

TABLE SHOWING THE PARKING FACILITY IN DEPARTMENTAL STORE PARKING FACILITY

NO. OF RESPONDENTS

PERCENTAG E (%)

TWO WHEELER ONLY

39

39

FOUR ONLY

3

3

28

28

30

30

100

100

WHEELER

BOTH NO FACILITY

PARKING

TOTAL

INFERENCE: Above

table

reveals

the

parking

facility

of

the

departmental stores. It says that nearly two-fifth (39%) of the respon responden dents ts are enjoyi enjoying ng only only two wheele wheelerr parkin parking g facil facility ity,, foll follow owed ed by 30% 30% are are gett gettin ing g no park parkin ing g faci facili litty and and leas leastt percentage of 3% are getting only four wheeler parking facility.

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Table No. – 3.17

TABLE SHOWING THE DISCOUNTS AND BENEFITS RENDERED BY THE DEPARTMENTAL STORES DISCOUNT AND BENEFITS

NO. OF RESPONDENTS

PERCENTAGE (%)

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.

54



55



Table No. – 3.18 TABLE SHOWING THE CUSTOMERS CARE SERVICE EFFECTIVE IN DEPARTMENTAL STORE NO. OF RESPONDENTS

PERCENTAGE (%)

HIGHLY SATISFIED

43

43

SATISFIED

26

26

FAIR

19

19

DISSATISFIED

12

12

100

100

CUSTOMER CARE

TOTAL

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 the cust custom omer er care care serv servic icee and and 12% 12% of the the resp respon onde dent ntss are are dissatisfied with the customer care service.

56



57



Table No. – 3.19 TABLE SHOWING THE SATISFACTION OF PRODUCT PURCHASED THROUGH DEPARTMENTAL STORE SATISFIED WITH THE PRODUCTS

NO. OF RESPONDENTS

PERCENTAGE (%)

YES

76

76

NO

24

24

TOTAL

100

100

INFERENCE: Above table reveals reveals the customer’ customer’ss satisfact satisfaction ion towards 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.

58



59



Table No. – 3.20 TABLE SHOWING THE REASON FOR NOT SATISFYING THE CUSTOMER IN DEPARTMENTAL STORES IF NO THE REASON

NO. OF RESPONDENTS

PERCENTAGE (%)

MORE COST

7

29

HIGH INVESTMENT

3

12

NO BARGAINING

13

54

OTHERS

1

4

TOTAL

24

100

INFERENCE: Above table dealt with the reasons for not satisfied with the products. It reveals that, more than 50% of the respondents are are not not sati satisf sfie ied d beca becaus usee of the the no barg bargai aini ning ng,, 29% 29% of the the respondents states that there is more cost for the products.

60



61



Table No. – 3.21 THE TABLE SHOWING THE DIFFICULTY OF BUYING THE PRODUCT THROUGH DEPARTMENTAL STORE 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.

62



63



Table No. – 3.22 TABLE SHOWING THE REASON FOR DIFFICULTY OF BUYING THE PRODUCT THROUGH DEPARTMENTAL STORE

NO. OF OF RE RESPONDENTS

PERCENTAGE (%)

TIME CONSUMING

19

42

TOO MUCH FORMALITIES

7

16

DELAY IN RECEIVING THE PRODUCTS

17

38

OTHERS

2

4

TOTAL

45

100

IF YE YES TH THE RE REASON

INFERENCE: The The abov abovee tabl tablee repr repres esen ents ts the the reas reason on for for diff diffic icul ulty ty 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.

64



65



Table No. – 3.23 TABLE SHOWING THE FAMILY MEMBERS SATISFIED WITH THE DEPARTMENTAL STORE

FAMILY MEMBERS SATISFIED

NO. OF RESPONDENTS

PERCENTAGE (%)

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.

66



67



Table No. – 3.24 TABLE SHOWING THE WILLINGNESS OF RESPONDENTS TO RECOMMENDING OTHER TO BUY IN DEPARTMENTAL STORE RECOMMEND OTHERS TO BUY IN DEPARTMENTAL STORES

NO. OF RESPONDENTS

PERCENTAGE (%)

YES

84

84

NO

16

16

TOTAL

100

100

INFERENCE: Tabl Tablee repr repres esen enti ting ng the the will willin ingn gnes esss of resp respon onde dent ntss to recommend others to buy in departmental stores. It says that more ore than than four four-f -fif ifth th (84% (84%)) of the the resp respon onde dent ntss are are havi having ng willingness to recommend other to buy in departmental stores.

68



69



Table No. – 3.25 TABLE SHOWING THE ADVANTAGE OF DEPARTMENTAL STORES THAN OTHER STORES

ADVANTAGES THAN OTHER

NO. OF RESPONDENTS

PERCENTAGE (%)

YES

83

83

NO

17

17

TOTAL

100

100

INFERENCE: Above Above table table repres represent entss the advant advantage agess of depart departme menta ntall store than other store. It reveals that the more than fourth-fifth (83% (83%)) of the the resp respon onde dent ntss are are acce accept ptin ing g that that the the depa depart rtme ment nt stores are more advantagus than other.

70



71



CHI-SQUARE TEST

ChiChi-sq squa uare re test test is one one of the the simp simple lest st and and most ost wide widely ly used used nonnon para parame metri tricc test testss in stat statis isti tica call work work.. This This test test was was first first used used by Karl Karl Pearson in the year 1900. The quantity describes the magnitude of the discrepancy between theory and observation.

It is a method to test the relationship between the theoretical (hypothesis) & the observed value.

Chi – square test (X2) = ∑ (O – E) 2 / E Degrees Of Freedom = V = (R – 1) (C -1) Were, ‘O’ = Observed Frequency ‘E’ = Expected Frequency ‘R ’ = Number of Rows ‘C’ = Number of Columns

For all the chi-square test the table value has taken @ 5% level of significance.

72



TABLE NO. 3.1 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN AGE AND SATISFACTION LEVEL

AGE UPTO 20 21 - 30 31 - 40 ABOVE 40 TOTAL

HO:

LEVEL OF SATISFACTION H IG H

MODERATE

L OW

2 15 0 1 18

22 36 5 6 69

1 13 0 3 17

TOTAL 25 64 5 10 104

There There is is no sign signifi ifican cantt relati relations onship hip betw between een age age and and level level of of satisfaction.

H1:

There is significant relationship between age and level of satisfaction O 2 15 0 1 22 36 5 6 1 13 0 3

E 4.50 11.52 0.90 1.80 17.25 44.16 3.45 6.90 4.25 10.88 0.85 1.70

O-E -2.50 3 .4 8 -0.90 -0.80 4 .7 5 -8.16 1 .5 5 -0.90 -3.25 2 .1 2 -0.85 1 .3 0 TOTAL

73

(O-E)2 6.25 12.11 0.81 0.64 22.56 66.59 2.40 0.81 10.56 4.49 0.72 1.69

(O-E)2/E 1.39 1.05 0.90 0.36 1.31 1.51 0.70 0.12 2.49 0.41 0.85 0.99 11.07


X2 = ∑ (O-E) 2 / E =


11.07

Number of degree of freedom: ndf

= (row-1) (column –1) (3) =

(2)

6

Table value of x2 at 5% level of significant = 12.59 Conclusion:

HO is accepted since the calculated value of x2 (11.07) less than than the the tabl tablee valu valuee of x2 (12.59) hence hence there there is no signif significa icant nt relationship between satisfaction and marital status.

74



TABLE NO. 5.2 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN GENDER AND SATISFACTION WITH REGARDING THE CELL PHONE SERVICE PROVIDER

LEVEL OF SATISFACTION GENDER

TOTAL HIGH

MODERATE

LOW

MALE

11

42

13

66

FEMALE

7

27

4

38

TOTAL

18

69

17

104

HO: of

Ther Theree is no signif signific ican antt relat relatio ions nshi hip p betw betwee een n gend gender er and leve levell satisfaction.

H1:

There is significant relationship between gender and level of satisfaction

O

E

O -E

(O-E)2

(O-E)2/E

11

11.88

-0.88

0.77

0 .0 7

7

6.84

0.16

0.03

0 .0 0

42

45.54

-3.54

12.53

0 .2 8

27

26.22

0.78

0.61

0 .0 2

13

11.22

1.78

3.17

0 .2 8

4

6.46

-2.46

6.05

0 .9 4

75



TOTAL

X2 = ∑ (O-E) 2 / E =

1 .5 9

1.59


= (row-1) (column –1) (1) =

(2)

2


HO is accepted since the calculated value of x2 (1.59) less than the table value of x2 (5.99) hence there is no significant relationship between level satisfaction and gender.

76



TABLE NO. 5.3 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN MARITAL STATUS AND SATISFACTION WITH REGARDING THE CELL PHONE SERVICE PROVIDER

LEVEL OF SATISFACTION

MARITAL STATUS

HO:

TOTAL

HIGH

MODERATE

LOW

MARRIED

7

17

6

30

UNMARRIED

11

52

11

74

TOTAL

18

69

17

104

There There is no sign signifi ifican cantt relati relations onship hip betw between een mari marital tal stat status us and level of satisfaction.

H1: There is significant relationship between marital status and level of satisfaction

O

E

O -E

(O-E)2

(O-E)2/E

7

5.40

1.60

2.56

0.47

11

13.32

-2.32

5.38

0.40

17

20.70

-3.70

13.69

0.66

52

51.06

0.94

0.88

0.02

6

5.10

0.90

0.81

0.16

11

12.58

-1.58

2.50

0.20

TOTAL

1.91

77


X2 = ∑ (O-E) 2 / E =


1.91


= (row-1) (column –1) (1) =

(2)

2


HO is accepted since the calculated value of x2 (1.91) less than the table value of x2 (5.99) hence there is no significant relationship between level satisfaction and marital status.

78



TABLE NO. 5.4 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN EDUCATIONAL QUALIFICATION AND SATISFACTION WITH REGARDING THE CELL PHONE SERVICE PROVIDER

EDUCATIONAL QUALIFICATION UP TO HSC GRADUATE PROFESSIONAL OTHERS TOTAL

HO:

LEVEL OF SATISFACTION H IG H MODERATE LOW 6 4 18 9 6 36 2 1 8 1 6 7 18 17 69

TOTAL 28 51 11 14 104

There There is no no signif signific icant ant rela relati tions onship hip betw between een educat education ional al

qualification and level of satisfaction. H1:

There is significant relationship between educational

qualification and level of satisfaction O 6 9 2 1 4 6 1 6 18 36 8 7

E 5 .0 4 9 .1 8 1 .9 8 2 .5 2 4 .7 6 8 .6 7 1 .8 7 2 .3 8 19.32 35.19 7 .5 9 9 .6 6

O -E 0.96 -0.18 0.02 -1.52 -0.76 -2.67 -0.87 3.62 -1.32 0.81 0.41 -2.66 TOTAL

79

(O-E)2 0.92 0.03 0.00 2.31 0.58 7.13 0.76 13.10 1.74 0.66 0.17 7.08

(O-E)2/E 0.18 0.00 0.00 0.92 0.12 0.82 0.40 5.51 0.09 0.02 0.02 0.73 8.09


X2 = ∑ (O-E) 2 / E =


8.09


= (row-1) (column –1) (3) =

(2)

6


HO is accepted since the calculated value of x2 (8.09) less than the table value of x of x2 (12.59) hence there is no significant relationship between level satisfaction and educational qualification.

80



TABLE NO. 5.5 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN OCCUPATION AND SATISFACTION WITH REGARDING THE CELL PHONE SERVICE PROVIDER LEVEL OF SATISFACTION HIGH MODERATE L OW 3 9 4 0 2 0 5 20 8 2 5 1 8 32 4 0 1 0 18 69 17

OCCUPATION BUSINESS PROFESSIONAL EMPLOYEE HOME MAKER STUDENT OTHERS TOTAL

HO:

TOTAL 16 2 33 8 44 1 104

There There is no sign signifi ifican cantt relat relation ionshi ship p betwe between en occu occupat pation ion

and level of satisfaction. H1:

There is significant relationship between occupation

and level of satisfaction O 3 0 5 2 8 9 2 20 5 32 4 0 8 1 4

E 2 .8 8 0 .3 6 5 .9 4 1 .4 4 7 .9 2 11.04 1 .3 8 22.77 5 .5 2 30.36 2 .7 2 0 .3 4 5 .6 1 1 .3 6 7 .4 8

O-E 0.12 -0.36 -0.94 0.56 0.08 -2.04 0.62 -2.77 -0.52 1.64 1.28 -0.34 2.39 -0.36 -3.48 TOTAL

X2 = ∑ (O-E) 2 / E =

3.82 81

(O-E)2 0 .0 1 0 .1 3 0 .8 8 0 .3 1 0 .0 1 4 .1 6 0 .3 8 7 .6 7 0 .2 7 2 .6 9 1 .6 4 0 .1 2 5 .7 1 0 .1 3 12.11

(O-E)2/E 0.01 0.36 0.15 0.22 0.00 0.38 0.28 0.34 0.05 0.09 0.60 0.34 1.02 0.10 1.62 3.82




= (row-1) (column –1) (5) =

(2)

10


HO is accepted since the calculated value of x2 (3.82) less than the table value of x of x2 (18.30) hence there is no significant relationship between level satisfaction and occupation.

82



TABLE NO. 5.6 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN MONTHLY INCOME AND SATISFACTION WITH REGARDING THE CELL PHONE SERVICE PROVIDER

MONTHLY INCOME LESS THAN Rs.5000 Rs.5001 TO 10000 Rs.10001 TO 15000 ABOVE 15000 TOTAL

HO:

LEVEL OF SATISFACTION HIGH MODERATE LOW 4 27 1 12 27 9 1 10 1 1 5 6 18 69 17

TOTAL 32 48 12 12 104

There There is no no signif signific icant ant rela relati tions onship hip betw between een monthl monthly y income income


There is significant relationship between monthly income

and level of satisfaction

O 4 12 1 1 27 27 10 5 1 9 1 6

E 5.76 8.64 2.16 2.16 22.08 33.12 8.28 8.28 5.44 8.16 2.04 2.04

O -E -1.76 3.36 -1.16 -1.16 4.92 -6.12 1.72 -3.28 -4.44 0.84 -1.04 3.96 TOTAL

X2 = ∑ (O-E) 2 / E =

11.21 83

(O-E)2 3.10 11.29 1.35 1.35 24.21 37.45 2.96 10.76 19.71 0.71 1.08 15.68

(O-E)2/E 0.54 1.31 0.62 0.62 1.10 1.13 0.36 1.30 3.62 0.09 0.53 7.69 11.21




= (row-1) (column –1) (3) =

(2)

6


HO is accepted since the calculated value of x2 (11.21) less than than the the tabl tablee valu valuee of x2 (12.59) hence hence there there is no signif significa icant nt relationship between level satisfaction and monthly income.

84



TABLE NO. 5.7 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN SERVICE PROVIDERS AND SATISFACTION SERVICE PROVIDERS AIRCEL AIRTEL BSNL RELIANCE TATA INDICOM VODAFONE OTHERS TOTAL

HO:

LEVEL OF SATISFACTION HIGH MODERATE LOW 3 18 2 12 36 5 0 3 1 0 4 4 0 1 2 3 6 3 0 1 0 18 69 17

There There is no sign signifi ifican cantt relati relations onship hip betw between een serv service ice prov provide iders rs


There is significant relationship between service providers

and level of satisfaction O 3 12 0 0 0 3 0 18 36 3 4 1 6 1 2 5 1 4 2 3 0

E 4.14 9.54 0.72 1.44 0.54 2.16 0.18 15.87 36.57 2.76 5.52 2.07 8.28 0.69 3.91 9.01 0.68 1.36 0.51 2.04 0.17

X2 = ∑ (O-E) 2 / E =

(O-E)2 1.30 6.05 0.52 2.07 0.29 0.71 0.03 4.54 0.32 0.06 2.31 1.14 5.20 0.10 3.65 16.08 0.10 6.97 2.22 0.92 0.03

O-E -1.14 2.46 -0.72 -1.44 -0.54 0.84 -0.18 2.13 -0.57 0.24 -1.52 -1.07 -2.28 0.31 -1.91 -4.01 0.32 2.64 1.49 0.96 -0.17 TOTAL

8.76 85

(O-E)2/E 0.31 0.63 0.72 1.44 0.54 0.33 0.00 0.29 0.01 0.02 0.42 0.55 0.63 0.00 0.93 1.78 0.15 5.12 4.35 0.45 0.00 8.76

TOTAL 23 53 4 8 3 12 1 104




= (row-1) (column –1) (6) =

(2)

12


HO is accepted since the calculated value of x2 (8.76) less than the table value of x of x2 (21.06) hence there is no significant relationship between level satisfaction and service provider.

86



TABLE NO. 5.8 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN USE OF CELL PHONE AND SATISFACTION LEVEL OF SATISFACTION PURPOSE

TOTAL HIGH

MODERATE

L OW

3

7

5

15

15

62

12

89

18

69

17

104

BUSINESS PERSONAL TOTAL

HO:

There There is no no signif signific icant ant rela relati tions onship hip betw between een use of of cell cell phone phone


There is significant relationship between use of cell phone


O 3 15 7 62 5 12

E

O-E

(O-E)2

(O-E)2/E

2.70

0.30

0.09

0.03

16.02

-1.02

1.04

0.06

10.35

-3.35

11.22

1.08

61.41

0.59

0.35

0.01

2.55

2.45

6.00

2.35

15.13

-3.13

9.80

0.65

TOTAL

4.19

87


X2 = ∑ (O-E) 2 / E =


4.19


= (row-1) (column –1) (1) =

(2)

2


HO is accepted since the calculated value of x2 (4.19) less than the table value of x2 (5.99) hence there is no significant relationship between level satisfaction and use of cell phone.

88



TABLE NO. 5.9 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN USE OF CELL PHONE AND SATISFACTION

LEVEL OF SATISFACTION

TYPE OF CONNECTION

TOTAL HIGH

MODERATE

LOW

POST PAID

4

14

8

26

PREPAID

14

55

9

78

TOTAL

18

69

17

104

HO:

There There is no sign signifi ifican cantt relati relations onship hip betw between een type type of of connec connectio tion n


There is significant relationship between type of connection


O

E

O-E

(O-E)2

(O-E)2/E

4

4.68

-0.68

0.46

0.10

14

14.04

-0.04

0.00

0.00

14

17.94

-3.94

15.52

0.87

55

53.82

1.18

1.39

0.03

8

4.42

3.58

12.82

2.90

9

13.26

-4.26

18.15

1.37

TOTAL

5.26

89


X2 = ∑ (O-E) 2 / E =


5.26


= (row-1) (column –1) (1) =

(2)

2


HO is accepted since the calculated value of x2 (5.26) less than the table value of x2 (5.99) hence there is no significant relationship between level satisfaction and type of connection.

90



CHAPTER IV FINDINGS, SUGGESTIONS AND CONCLUSION Based on the summary of the analysis and interpretation of data data as per per stud study, y, the the foll follow owin ing g are are the the find findin ings gs,, foll follow owed ed up suggestions recommended to improve the sales and functioning of the stores. Findings of the study: 1.

The stud study reve eveals als that that the the resp respon onde den nts are awar awaree of

various features of departmental stores. 2.

A majo majori rity ty of the the respo respond nden ents ts come come to know know abou aboutt the

departmental stores through word of mouth advertisement. 3.

Many Many cust custom omer erss visit visitin ing g the sto store ress belon belong g to the the age age 21

– 30 years. 4.

The The fema female le resp respon onde dent ntss visi visiti ting ng the the stor stores es outn outnum umbe ber r

the male. 5.

More More num number ber of marrie married d resp respond ondent entss visi visits ts the the store. store.

6.

More ore num number ber of degr degreee / Diplom plomaa hold holder er and and scho school ol

level respondents also visits the stores. 91


7.


Most ost of the the respo espond ndeents nts visit isitin ing g the the stor storees are are hous housee

wives followed by employees. 8.

Many any of the the resp respon onde dent nt’s ’s fami family ly mont monthl hly y inco incom mes fall fall

above Rs.9,000. 9.

The The famil family y size size of most most of the the res respo pond nden ents ts fall fallss with within in 3

– 4 members. 10. 10. Most Most of the the resp respon onde dent ntss are are purc purcha hasi sing ng prod produc ucts ts from from departmental stores followed by the shops / market. 11. Most of the respondents are visiting the Kannan departmental stores. 12. 12. A majo majori rity ty of the the resp respon onde dent ntss pref prefer er the the depa depart rtme ment ntal al stores for a.

More quality

b.

Less cost

c.

Convenient

13. 13. Most Most of the the resp respon onde dent ntss are are visi visiti ting ng the the depa depart rtme ment ntal al stores more than 3 years.

92



14. 14. A majo majori rity ty of the the resp respon onde dent ntss visi visiti ting ng the the stor storee and and purch purchase ase fruits fruits and veget vegetabl ables, es, provis provision ionss and grocer groceries ies,, cosm cosmet etic ic prod produc ucts ts,, heal health th care care prod produc ucts ts and and stat statio iona nary ry products. 15. 15. A majo majori rity ty of the the resp respon onde dent ntss are are gett gettin ing g imme immedi diat atee rectification from the damages. 16. Most of of the responde respondents nts are are always always getting getting the the free door door delivery service. 17. 17. Most Most of the the resp respon onde dent ntss are are gett gettin ing g both both towtow-wh whee eele ler r and four wheeler parking facility. 18. A majorit majority y of the the responde respondents nts are highl highly y satisfie satisfied d with the customer cared service rendered at the stores. 19. More More than 75% 75% of the responde respondents nts are are satisfi satisfied ed with with the products purchased from departmental stores. 20. Major Major reason reasonss for not satisfyi satisfying ng are no bargain bargaining ing and more cost. 21. More than 50% of the respondents are raving no difficulty in buying the product. 93



22. 22. Majo Majorr reas reason onss for for the the diff diffic icul ulti ties es are are time time cons consum umin ing g and delay in receiving the product. 23. 23. 90% 90% of the the resp respon onde dent ntss fami family ly memb member erss are are sati satisf sfie ied d with the products purchased from departmental stores. 24. More More than four four – fifth of the respon responden dents ts are intere intereste sted d in recommending departmental stores to others. 25. 25. The stud study y reve eveals als that the the depar epartm tmen enttal stor stores es are advantageous than other stores.

94



SUGGESTIONS: Based on the findings, the following suggestions have been recommended to improve the sales and functioning at the store. 1.

As the major ajoriity of the resp respon ond dents nts are aware are 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.

Step Stepss shou should ld be form formul ulat ated ed to make make the the cust custom omer erss

aware of the door delivery system facility provided. 4.

It is sugg sugges este ted d to the the mana manage geme ment nt to appoint appoint more

number of skilled sales persons in order to attract customers. 5.

It is reco recomm mmen ende ded d to the the mana manage geme ment nt to make make the the

billing procedure more convenient. convenient . 6.

Steps should be taken to avoid waiting and arrangements

be made to park the customers vehicle without any problem. 95


7.


It is suggested to the management to make ake the 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 in

different parts of the city for the easy accessibility.

96



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 serv servic ices es they they desi desire re one. one. Such Such reta retail il mark market etin ing g chan channe nell is the the departmental stores. stores. The features such as product choice, choice , display of good and other services facility provided attract the customers at large. The The stud study y reve eveals als that that the the cust custom omer erss are are satis atisfi fied ed with ith the the contributors made by departmental stores and they are interested in recommending it to other prospective customers.

97




1.

2.

Name Age

: :

a) Below 20 years

c) 31-40 yeas

b) 21- 30 years

d)Above 40 years

3.

Sex

:

4.

Marital status

: Marrie ried / Unma nmarrie ried

5.

Educational qua qualification

Male / Female

a) School level

b) Degree /Diploma

c) PG d) professional

6. Occupational status a) Student

c) Employed

b) House wife

d) Business

7. Monthly income of the family a) Up to Rs.3,000

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

b) Rs. 3,000 to 6,000

d) Above Rs. 9,000

8. No. of members in the family a) Up to 2

c) 4 to 6

b) 2 to 4

d) Above 6

98



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 pamphlets d) Word of mouth advertisement 12. Which departmental stores is most favorable to you ? a) Kannan

c)Subhiksha

b) Food World

d)Others____________

13. Reason for purchasing through departmental stores. a) Convenient

d) More quality

b) Prestige

e) Time saving

c) Less cost 14. How many years are you purchased from departmental stores? a) Less than a year

c) 2 to 3

b) 1 to 2

d) Above 3 years

99



15. State which type of product you purchase through departmental stores? a) Fruits & vegetables

d) Health care product

b) Provisions & groceries c) Cosmetic product

e) Stationery products f) all the above

16. If there is any damage in the products, how will thep handle? a) Immediate rectification

c) No exchange

b) Delay in rectification

d) No reaponse

17. Are they provide free door delivery service? a) Always

c) Some times

b) Often

d) No

18. Are they provide parking par king 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

c) Some times

b) Often

d) No

20. Are they provide customer care service effectively? a) Highly satisfied

c) Fair

b) Satisfied

d) Dissatisfied

100



21. Are you satisfied with the product you purchased through Departmental stores? a) Yes

b) no

22. if no reason. a) More cost

c) High investment

b) No Bargaining

d) Others __________

23. 23. Is ther theree any any diff diffic icul ulty ty in buyi buying ng the the prod produc ucts ts thro throug ugh h departmental stores? a) Yes

b) no

If yes give the reason a) Tim Time Cons Consum umin ing g b) Too much much form formali alitie tiess c) Delay Delay in receiv receiving ing the the produ products cts d) Others 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? ___________________________________________________ 101

A Study on Customer Satisfaction Towards Departmental Stores in Coimbatore

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