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1.1 INTRODUCTION
Business always starts and closes with customers and hence the customers must be treated as the King of the market. All the business enhancements, profit, status, image etc of the organization depends on customers. Hence it is important for all the organizations to meet all the customers’ expectations and identify that they are satisfied customer. Customer satisfaction is the
measure of how the needs and responses are collaborated and delivered to excel customer expectation. It can only be attained if the customer has an overall good relationship with the supplier. In today’s competitive business marketplace, customer satisfaction is an important
performance exponent and basic differentiator of business strategies. Hence, the more is customer satisfaction; more is the business and the bonding with customer. Customer satisfaction is a part of customer’s experience that exposes a supplier’s behavior on customer’s expectation. It also depends on how efficiently it is managed and how
promptly services are provided. This satisfaction could be related to various business aspects like marketing, product manufacturing, engineering, quality of products and services, responses customer’s problems and queries, completion of project, post delivery services, complaint
management etc. Customer satisfaction is the overall essence of the impression about the supplier by the customers. This impression which a customer makes regarding supplier is the sum total of all the process he goes through, right from communicating supplier before doing any marketing to post delivery options and services and managing queries or complaints post delivery. During this process the customer comes across working environment of various departments and the type of strategies involved in the organization. This helps the customer to make strong opinion about the supplier which finally results in satisfaction or dissatisfaction. Customer’s perception on supplier helps the customer choose amon g the supplier on basis
of money value and how well the delivered products suit all the requirements. The supplier’s services never diminishes after the delivery as customer seeks high values post marketing services which could help them use and customize the delivered product more efficiently. If he is satisfied with the post marketing services then there are good chances for supplier to retain the customers to enhance repeated purchases and make good business profits.
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It is necessarily required for an organization to interact and communicate with customers on a regular basis to increase customer satisfaction. In these interactions and communications it is required to learn and determine all individual customer needs and respond accordingly. Even if the products are identical in competing markets, satisfaction provides high retention rates. For example, shoppers and retailers are engaged with frequent shopping and credit cards to gain customer satisfaction, many high end retailers also provide membership cards and discount benefits on those cards so that the customer remain loyal to them. Higher the satisfaction level, higher is the sentimental attachment of customers with the specific brand of product and also with the supplier. This helps in making a strong and healthy customer-supplier bonding. This bonding forces the customer to be tied up with that particular supplier and chances of defection very less. Hence customer satisfaction is very important panorama that every supplier should focus on to establish a renounced position in the global market and enhance business and profit. METHODS TO MEASURE CUSTOMER SATISFACTION
Managing customers’ satisfaction efficiently is one the biggest challenge an organization
face. The tools or methods to measure customer satisfaction needs to be defined sophisticatedly to fulfill the desired norms. There are following methods to measure customer satisfaction: Direct Methods: Directly contacting customers and getting their valuable feedback is very
important. Following are some of the ways by which customers could be directly tabbed: Getting customer feedback through third party agencies. Direct marketing, in-house call centers, complaint handling department could be treated as first point of contact for getting customer feedback. These feedbacks are compiled to analyze customers’ perception.
Getting customer feedback through face to face conversation or meeting. Feedback through complaint or appreciation letter. Direct customer feedback through surveys and questionnaires. qu estionnaires.
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Organizations mostly employ external agencies to listen to their customers and provide dedicated feedback to them. These feedbacks needs to be sophisticated and in structured format so that conclusive results could be fetched out. Face to face meetings and complaint or appreciation letter engages immediate issues. The feedback received in this is not uniformed as different types of customers are addressed with different domains of questions. This hiders the analysis process to be performed accurately and consistently. Hence the best way is to implement a proper survey which consists of uniformed questionnaire to get customer feedback from well segmented customers. The design of the prepared questionnaire is an important aspect and should enclose all the essential factors of business. The questions asked should be in a way that the customer is encouraged to respond in a obvious way/. These feedback could received by the organizations can be treated as one of the best way to measure customer satisfaction. Apart from the above methods there is another very popular direct method which is surprise market visit. By this, information regarding different segment of products and services provided to the customers could be obtained in an efficient manner. It becomes easy for the supplier to know the weak and strong aspects of products and services. Indirect Method: The major drawback of direct methods is that it turns out to be very costly and
requires a lot of pre compiled preparations to implement. For getting the valuable feedbacks the supplier totally depends on the customer due to which they looses options and chances to take corrective measure at correct time. Hence there are other following indirect methods of getting feedback regarding customer satisfaction: Customer Complaints: Customer’s complaints are the issues and problems reported by the
customer to supplier with regards to any specific product or related service. These complaints can be classified under different segments according to the severity and department. If the complaints under a particular segment go high in a specific period of time then the performance of the organization is degrading in that specific area or segment. But if the complaints diminish in a specific period of time then that means the organization is performing well and customer satisfaction level is also higher. Customer Loyalty: It is necessarily required for an organization to interact and communicate
with customers on a regular basis to increase customer loyalty. In these interactions and
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communications it is required to learn and determine all individual customer needs and respond accordingly. A customer is said to be loyal if he revisits supplier on regular basis for purchases. These loyal customers are the satisfied ones and hence they are bounded with a relationship with the supplier. Hence by obtaining the customer loyalty index, suppliers can indirectly measure customer satisfaction.
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1.2 COMPANY PROFILE Nilgiris is a supermarket chain in South India. It is also one of the oldest supermarket
chains in India with origins dating back to 1905 and hence its products are sold under the brand name of "Nilgiris 1905". Also, unlike almost all other supermarkets and grocery shops in India, Nilgiris sells its own products among other brands. The origin of this supermarket chain can be traced back to Muthusamy Mudaliar, who was a mail runner for the British in colonial India. Muthusamy carried letters and cheques for the British from Coimbatore to the hill stations of Ooty and Coonoor. As he was flooded with requests to carry dairy products and other items, he opened a small shop in 1905, after buying the butter business of an Englishman in Vannarpet and soon, "The Nilgiri Dairy Farm Ltd." was established. In 1936, he moved his shop to Brigade Road, Bangalore. The Nilgiri Dairy Farm Ltd. specialized in dairy, dairy products, bakery and chocolates. Muthusamy's son Chenniappan expanded the company by setting up a modest store in Bangalore to sell Nilgiris' own products. However, after Chenniappan's visit to the U.S. and Europe, this modest store was expanded into a supermarket. Though Chenniappan was influenced by the supermarket concept in the U.S. and Europe, he developed the Nilgiris supermarket to fit in with the local culture and set guidelines for its growth. Soon, the Nilgiris supermarket chain spread to Coimbatore and Chennai. In September – October 2008, Actis, a UK-based private equity investor, invested US$65 million in the Nilgiris Group in order to strengthen the group's manufacturing and franchising operations in South India. This investment has given Actis a controlling interest (more than 51% stake) in the Nilgiris group. Nilgiris is South India’s leading chain of retail stores providing consumers a shopping
experience that hinges around freshness of produce, superior quality and better value. From humble beginnings in the hills around Ooty and Coonoor at the turn of the twentieth century, Nilgiris has grown from being a Dairy Farm specializing in butter to a supermarket chain of over 90 stores spread across India’s southern states.
It is the only supermarket chain that lays special emphasis on its own products, sold under the brand name of Nilgiris 1905. With in-house capabilities centering on Bakery and Dairy
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products, Nilgiris has grown to become a household name in the south with consumers spanning successive generations. Nilgiris is one of India’s pioneering champions of organized retail and has ushered in the
age where consumers now seek more value in their shopping experience than before. Beginning with a single store on Brigade Road in Bangalore with butter as its mainstay, Nilgiris has scripted a story of success with multiple stores across cities each delivering unmatched value in terms of range and shopping experience to the consumer, offering a wide range of grocery, general merchandise and personal care products. With the mission of constantly improving and upgrading capacities to satisfy consumers through a wide range of food products and service offered at the right quality, quantity and price supported by innovative solutions, Nilgiris is all set to embrace emerging technologies and be recognized for its integrity, customer focus and commitment to quality.
COMPANY LOGO
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1.3 NEED FOR THE STUDY o
Customer satisfaction can be interpreted as a response of the interaction between the
organization and their customer. o
Customer expectations defers from person to person. The supermarket should have interest towards them.
o
The benefit of the survey is that it gives the management an education of general levels of satisfaction of the customers.
o
To facilitate them to take best decisions.
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1.4 OBJECTIVES OF THE STUDY o
To identify the level of customer satisfaction.
o
To determine the customer buying behavior
o
To determine the rating of the customers towards the Nilgiris Supermarket.
o
To determine how consumers suggest Nilgiris to their Neighbors, Friends/colleagues, and others
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1.5 SCOPE OF THE STUDY Customer satisfaction can be interpreted as a response of the interaction between the
organization and their customer. Moreover customer satisfaction cannot be restricted to the provided services or product. There is something else that is Customer Expectation, Perception, Taste and Preferences, Buying Behavior and Income Level with respect to customer satisfaction. The benefit of the survey is that it gives the management an education of general levels of satisfaction of the customers. The survey also helps in indicating the specific areas of satisfaction or dissatisfaction in the market place. This survey can tell how a customer feels about the supermarket and it helps diagnostic instrument for assessing customer problems. For the supermarket a satisfied customer will gives higher productivity due to fewer disruptions caused by changes in the economy or loosening the Loyal Customer etc. Customer expectations defers from person to person. The supermarket assigned to a customer should be of interest to them.
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1.6 REVIEW OF LITERATURE Title: The relationship between employee satisfaction and customer satisfaction Author(s): Hoseong Jeon, (Hallym University, Chuncheon, Korea), Beomjoon Choi, (California
State University, Sacramento, California, USA) (2012) "The relationship between employee satisfaction and customer satisfaction", Journal of Services Marketing, Vol. 26 Iss: 5, pp.332 – 341. Abstract: This study aims to examine whether the relationship between employee satisfaction
(ES) and customer satisfaction (CS) is bilateral or unilateral based on dyadic data. In addition, it seeks to examine the role of moderating variables which have incremental impacts on this link.
Title: Effects of retail employees' behaviours on customers' service evalua tion Author(s): Chanaka Jayawardhena, Andrew M. Farrell Source: International Journal of Retail &
Distribution Management Volume: 39 Issue: 3 2011 Abstract: The purpose of this paper is to test a conceptual model of the effects of customer and
service orientation (SO) behaviours of individual retail employees on individual customers' perceptions of service encounter quality (SEQ), service quality (SQ), value, satisfaction, and behavioural intentions (BI).
Title: Customer satisfaction and profitability: A reappraisal of the nature of the relationship Author(s): Matthew C H Yeung, Lee Chew Ging and Christine T Ennew Christine T Ennew,
Nottingham University Business School, Jubilee Campus, Wollaton Road, Nottingham, NG8 1BB, UK, 18 March 2002 Abstract: Delivering customer satisfaction is at the heart of modern marketing theory. There is
growing research evidence of the beneficial effects of customer satisfaction in terms of both behavioral outcomes such as loyalty, and performance outcomes such as profit. At the same time, a number of commentators are questioning the value of merely satisfying customers and focusing attention instead on the idea of customer delight. Implicit in these debates is the idea
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that the assumption of a simple linear relationship between satisfaction and relevant outcomes may no longer be appropriate. Using data from the American Customer Satisfaction Index (ACSI) and firm-level performance, this paper re-examines the nature of the relationship between satisfaction and performance with the specific objective of examining the extent to which such relationships may be non-linear. The results contradict the presumption of nonlinearity and suggest that, at least over the observed range of satisfaction scores, the assumption of a linear relationship is acceptable. Title: What drives customer loyalty: An analysis from the telecommunications industry Author(s): Abod Ali Khatibi, Hishamuddin Ismail and Venu Thyagarajan Abod Ali Khatibi,
Faculty of Management, Multimedia University, 63100, Cyberjaya, Malaysia, 15 February 2002 Abstract: In today's globalised and borderless market, quality and productivity are essential for
the survival and growth of any organisation. Both these factors depend mainly on the attraction and retention of customers. Thus the customer is the main focus for any successful business. Business success depends on organisations understanding and meeting customers' needs and demands. Earlier researchers have argued that a high degree of customer satisfaction does not always translate into loyalty. This study analyses the factors that contribute to customer satisfaction, particularly in the service sector. It focuses on the Digital line II Service offered by Telekom Malaysia Berhad (TMB) — the main telecommunications service provider in Malaysia. The SERVQUAL tools advocated by Parasuraman and others are used to measure the current level of service quality and satisfaction in the Digital line II Service by using a 16-item testing toll. The study reveals that there is a significant relationship between customer satisfaction and the implementation of service quality. The findings also suggest that the reliability dimension of SERVQUAL consists of three elements, namely a fault-reporting centre, response time and restoration time which have a strong correlation with customer satisfaction. The findings also confirm that a high level of customer satisfaction is not translated into customer loyalty. Empirical testing (independent t-test, analysis of variance and correlation coefficient), however, identifies the four service quality factors that are significantly correlated with customer loyalty.
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1.7 RESEARCH METHODOLOGY MEANING OF RESEARCH:
Research is common parlance refers to a search for knowledge. The manipulation of things , concepts or symbols for the purpose of generalizing to extend, correct or verify, knowledge aids in construction of theory or in the practice of an art. Research is an academic activity and as such the term should be used in a technical sense. According to CLIFFORD WOODY research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting organizing and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. AIM OF THE RESEARCH:
Aim of the research is to find customer satisfaction level in the nilgiris supermarket and helps to examine the opinion, attitude, life of the people RESEARCH DESIGN CONSISTS OF:
The means of obtaining information. The availability and skills of the researchers and his staff, if any. The nature of the problem to be studied and The availability of time and money for the research work. AREA OF STUDY:
The study was conducted in the nilgiris supermarket, Annanager west. PERIOD OF STUDY:
July 3rd 2012 – august 3rd 2012, was the study and the data were collected pertaining to that period. TYPES OF RESEARCH DESIGN:
Descriptive research design is used for this study. It is a fact finding approach related to the current situation and deals with determining frequency with which something occurs.
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DATA COLLECTION TECHNIQUES:
After identifying and defining the research problem and determining specific information required in solving the problems, the next step is to look for the type and source of data that may yield the desire results. There are mainly two types of data that a researcher can collect, one is the primary data and the other is the secondary data. Primary data:
The primary data are those which are collected a fresh and for the first time, and thus happened to be original in character. 1. Collection of data through questionnaires:
This method of data collection is quite popular. It is being adopted by private individual research worker, etc. in this method Questionnaires were distributed to the employees. 2. Secondary data:
To supplement the primary data, secondary data was required. This was obtained from company records, articles in magazines and other books related to the subject matter. STATISTICAL TOOL:
The collected data were classified tabulated, and analyzed with some of the statistical tools like. 1. Percentage method 2. Chi-square method 1. Percentage method:
Percentage method is an analysis which is derived from the statistical technique for finding the average of collected data/information. This techniques is used to draw the bar diagram, histogram, pie-chart etc. This helps to pin point the percentage of collected data’s. Percentage= (no of respondents/ total number of respondents)* 100
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1.8 LIMITATIONS o
The study was purely based on drive-in customers only.
o
The survey had the core constraints of time.
o
The customers have been too busy to provide information as the data has been collected during busy hours.
o
The study has been restricted to Nilgiris Supermarket, Annanagar branch only.
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DATA ANALYSIS AND INTERPRETATION AGE OF THE CUSTOMERS. 2.1.1 Table showing Age of the customers.
AGE
NO OF RESPONDENT
PERCENTAGE
BELOW 25
9
7.6
25-35
28
26.7
36-45
38
36.2
46-55
19
18.1
56- ABOVE
12
11.4
TOTAL
106
100
2.1.1 Chart Showing Age of the Customers
percentage 40 35 30 25 20
percentage
15 10 5 0 below 25
25-35
36-45
46-55
56- above
Inference:
36.2% of the respondents are aged between 36-45, 8% of the respondents are below 25
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GENDER OF THE CUSTOMER 2.1.2 Table showing Gender of the Customers
GENDER
NO OF RESPONDENTS
PERCENTAGE
MEN
43
41
WOMEN
63
59
106
100
TOTAL
2.1.2 Chart showing Gender of the Customers
no of respondents 20 18 16 14 12 10
no of respondents
8 6 4 2 0 Government
Private
Inference:
59% of the respondents are Female, 41% of the respondents are Male.
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OCCUPATION OF THE CUSTOMERS 2.1.3 Table showing Occupation of the Customers
OCCUPATION GOVERNMENT PRIVATE BUSINESS STUDENT HOUSEWIFE TOTAL
NO OF RESPONDENTS
PERCENTAGE 18 9 12 24 42 106
17 9 12 23 40 100
2.1.3 Chart showing Occupation of the Customers
no of respondents 45 40 35 30 25 20 15 10 5 0
no of respondents
Inference:
39.6% of the respondents are Housewife’s, 17% of res pondents are Government employee
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EDUCATION LEVEL OF CUSTOMERS 2.1.4 Table showing education level of customers
ATTRIBUTE SCHOOLING/ DIPLOMA
NO OF RESPONDENTS
PERCENTAGE 14
13
UG
27
25
PG
65
62
106
100
TOTAL
2.1.4 Chart showing education level of customers
Respondant 70 60 50 40 Respondant
30 20 10 0 Schooling/ Diploma
ug
pg
Inference:
65 respondents have completed PG. 14 respondents completed schooling/ diploma.
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Salary level of customers 2.1.5 Table showing Salary level of customers
ATTRIBUTE
NO OF RESPONDENTS
PERCENTAGE
BELOW 2LKHS
12
11
2-4LKHS
22
21
4-6LKHS
14
13
ABOVE 6LKHS
58
55
106
100
TOTAL
2.1.5 Chart showing Salary level of customers
Respondant 120 100 l e v e l y r a l a s
80 60 40
Respondant
20 0 below 2lkhs
2-4lkhs
4-6lkhs
above 6lkhs
total
respondants
Inference:
58 respondents are earning income above 6 lakhs per year. 12 respondents earning below 2 lakhs per year.
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SATISFACTION LEVEL OF THE CUSTOMERS TOWARDS PRODUCTS 2.1.6 Table showing satisfaction level of the Customers towards Price of the Goods
NO OF RESPONDENTS
ATTRIBUTE
PERCENTAGE
HIGHLY SATISFIED
45
42.4
SATISFIED
38
35.8
NEUTRAL
20
18.8
2
1.8
1
0.9
106
100
DIS SATISFIED HIGHLY DIS SATISFIED TOTAL
2.1.6 Chart showing satisfaction level of the Customers towards Price of the Goods 50 45 40 35 30 25 Respondents
20 15 10 5 0 Highly satisfied
Satisfied
Neutral
Dis Satisfied
Highly diasatisfied
Inference
42.4% of Respondents have told that the price of the goods are satisfied
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2.1.7 Table showing satisfaction level of the Customers towards Range of Brands
NO OF RESPONDENTS
ATTRIBUTE
PERCENTAGE
HIGHLY SATISFIED
58
54.71
SATISFIED
33
31.132
NEUTRAL
15
14.15
0
0
0
0
106
100
DIS SATISFIED HIGHLY DIS SATISFIED TOTAL
2.1.7 Chart showing satisfaction level of the Customers towards Range of Brands 50 45 40 35 30 25 Respondents
20 15 10 5 0 Highly satisfied
Satisfied
Neutral
Dis Satisfied
Highly diasatisfied
Inference
54.7% of Respondents have told that the Range of Goods is Satisfied
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2.1.8 Table showing satisfaction level of the Customers towards Brand Name
NO OF RESPONDENTS
ATTRIBUTE
PERCENTAGE
HIGHLY SATISFIED
80
75.47169811
SATISFIED
20
18.86792453
NEUTRAL
3
2.830188679
DIS SATISFIED HIGHLY DIS SATISFIED
2
1.886792453
1
0.943396226
106
100
TOTAL
2.1.8 Chart showing satisfaction level of the Customers towards Brand Name 90 80 70 60 50 40
Respondents
30 20 10 0 Highly satisfied
Satisfied
Neutral
Dis Satisfied
Highly diasatisfied
Inference
75.4% of Respondents have told that the Brand Name is satisfied
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2.1.9 Table showing satisfaction level of the Customers towards Quality
ATTRIBUTE
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
46
43.39622642
SATISFIED
36
33.96226415
NEUTRAL
22
20.75471698
0
0
2
1.886792453
106
100
DIS SATISFIED HIGHLY DIS SATISFIED TOTAL
2.1.9 Chart showing satisfaction level of the Customers towards Quality 70 60 50 40 30
Respondents
20 10 0 Highly satisfied
Satisfied
Neutral
Dis Satisfied
Highly diasatisfied
Inference
43.3% of Respondents have told that the Quality is satisfied
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2.1.10 Table showing satisfaction level of the Customers towards Arrangement
ATTRIBUTE
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
23
21.69811321
SATISFIED
31
29.24528302
NEUTRAL
22
20.75471698
DIS SATISFIED HIGHLY DIS SATISFIED
18
16.98113208
12
11.32075472
106
100
TOTAL
2.1.10 Chart showing satisfaction level of the Customers towards Arrangement 90 80 70 60 50 40
Respondents
30 20 10 0 Highly satisfied
Satisfied
Neutral
Dis Satisfied
Highly diasatisfied
Inference
21% of Respondents have told that the Arrangement is satisfied
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2.1.11 Table showing satisfaction level of the Customers towards Exchange
ATTRIBUTE
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
55
51.88679245
SATISFIED
32
30.18867925
NEUTRAL
9
8.490566038
10
9.433962264
0
0
106
100
DIS SATISFIED HIGHLY DIS SATISFIED TOTAL
2.1.11 Chart showing satisfaction level of the Customers towards Exchange 60 50 40 30 Respondents 20 10 0 Highly satisfied
Satisfied
Neutral
Dis Satisfied
Highly diasatisfied
Inference
51.8% of Respondents have told that the Exchange is satisfied
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2.1.12 Table showing satisfaction level of the Customers towards Lighting
ATTRIBUTE
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
55
51.88679245
SATISFIED
32
30.18867925
NEUTRAL
9
8.490566038
10
9.433962264
0
0
106
100
DIS SATISFIED HIGHLY DIS SATISFIED TOTAL
2.1.12 Chart showing satisfaction level of the Customers towards Lighting 50 45 40 35 30 25 Respondents
20 15 10 5 0 Highly satisfied
Satisfied
Neutral
Dis Satisfied
Highly diasatisfied
Inference
51.8% of Respondents have told that the Lighting is satisfied
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2.1.13 Table showing satisfaction level of the Customers towards Availability of Trolley
ATTRIBUTE
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
46
43.39622642
SATISFIED
36
33.96226415
NEUTRAL
22
20.75471698
0
0
2
1.886792453
106
100
DIS SATISFIED HIGHLY DIS SATISFIED TOTAL
2.1.13 Chart showing satisfaction level of the Customers towards Availability of Trolley 50 45 40 35 30 25 Respondents
20 15 10 5 0 Highly satisfied
Satisfied
Neutral
Dis Satisfied
Highly diasatisfied
Inference
43.4% of Respondents have told that the Facility of Trolley is satisfied
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2.1.14 Table showing satisfaction level of the Customers towards Parking Facility
ATTRIBUTE
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
58
54.71698113
SATISFIED
33
31.13207547
NEUTRAL
15
14.1509434
0
0
0
0
106
100
DIS SATISFIED HIGHLY DIS SATISFIED TOTAL
2.1.14 Chart showing satisfaction level of the Customers towards Parking Facility 90 80 70 60 50 40
Respondents
30 20 10 0 Highly satisfied
Satisfied
Neutral
Dis Satisfied
Highly diasatisfied
Inference
54.7% of Respondents have told that the Parking Facility is satisfied
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2.1.15 Table showing satisfaction level of the Customers towards Maintenance & Cleaning
ATTRIBUTE
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
32
30.18867925
SATISFIED
55
51.88679245
NEUTRAL
10
9.433962264
0
0
9
8.490566038
106
100
DIS SATISFIED HIGHLY DIS SATISFIED TOTAL
2.1.15 Chart showing satisfaction level of the Customers towards Maintenance & Cleaning 70 60 50 40 30
Respondents
20 10 0 Highly satisfied
Satisfied
Neutral
Dis Satisfied
Highly diasatisfied
Inference
30% of Respondents have told that the Maintenance and Cleaning is satisfied
30
2.1.16 Table showing satisfaction level of the Customers towards Spacing inside shop
ATTRIBUTE
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
33
31.13207547
SATISFIED
16
15.09433962
NEUTRAL
55
51.88679245
0
0
2
1.886792453
106
100
DIS SATISFIED HIGHLY DIS SATISFIED TOTAL
2.1.16 Chart showing satisfaction level of the Customers towards Spacing inside shop 90 80 70 60 50 40
Respondents
30 20 10 0 Highly satisfied
Satisfied
Neutral
Dis Satisfied
Highly diasatisfied
Inference
33% of Respondents have told that the Spacing inside shop is satisfied
31
2.1.17 Table showing satisfaction level of the Customers towards Credit Facility
ATTRIBUTE
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
0
0
SATISFIED
0
0
NEUTRAL
7
6.603773585
61
57.54716981
38
35.8490566
106
100
DIS SATISFIED HIGHLY DIS SATISFIED TOTAL
2.1.17 Chart showing satisfaction level of the Customers towards Credit Facility 60 50 40 30 Respondents 20 10 0 Highly satisfied
Satisfied
Neutral
Dis Satisfied
Highly diasatisfied
Inference
75.4% of Respondents have told that the Brand Name is satisfied
32
2.1.18 Table showing satisfaction level of the Customers towards Courtesy of staff NO OF ATTRIBUTE
RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
45
42.45283019
SATISFIED
38
35.8490566
NEUTRAL
20
18.86792453
DIS SATISFIED
2
1.886792453
HIGHLY DIS SATISFIED
1
0.943396226
106
100
TOTAL
2.1.18 Chart showing satisfaction level of the Customers towards Courtesy of staff 50 45 40 35 30 25 Respondents
20 15 10 5 0 Highly satisfied
Satisfied
Neutral
Dis Satisfied
Highly diasatisfied
Inference
42% of Respondents have told that the Courtesy of staff is satisfied
33
2.1.19 Table showing satisfaction level of the Customers towards Efficiency of staff
ATTRIBUTE
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
46
43.39622642
SATISFIED
25
23.58490566
NEUTRAL
15
14.1509434
DIS SATISFIED HIGHLY DIS SATISFIED
12
11.32075472
8
7.547169811
106
100
TOTAL
2.1.19 Chart showing satisfaction level of the Customers towards Efficiency of staff 50 45 40 35 30 25 Respondents
20 15 10 5 0 Highly satisfied
Satisfied
Neutral
Dis Satisfied
Highly diasatisfied
Inference
43% of Respondents have told that the Efficiency of staff is satisfied
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2.1.20 Table showing satisfaction level of the Customers towards Home delivery
ATTRIBUTE
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
83
78.30188679
SATISFIED
21
19.81132075
NEUTRAL
2
1.886792453
DIS SATISFIED HIGHLY DIS SATISFIED
0
0
0
0
106
100
TOTAL
2.1.20 Chart showing satisfaction level of the Customers towards Home delivery 90 80 70 60 50 40
Respondents
30 20 10 0 Highly satisfied
Satisfied
Neutral
Dis Satisfied
Highly diasatisfied
Inference
78.3% of Respondents have told that the Home delivery is satisfied
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2.1.21 Table showing satisfaction level of the Customers towards Number of Counters
ATTRIBUTE
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
63
59.43396226
SATISFIED
28
26.41509434
NEUTRAL
13
12.26415094
2
1.886792453
0
0
106
100
DIS SATISFIED HIGHLY DIS SATISFIED TOTAL
2.1.21 Chart showing satisfaction level of the Customers towards Number of Counters 70 60 50 40 30
Respondents
20 10 0 Highly satisfied
Satisfied
Neutral
Dis Satisfied
Highly diasatisfied
Inference
59.4% of Respondents have told that the Number of Counters is satisfied
36
2.1.22 Table showing satisfaction level of the Customers towards Grievances handling
ATTRIBUTE
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
80
75.47169811
SATISFIED
20
18.86792453
NEUTRAL
5
4.716981132
DIS SATISFIED HIGHLY DIS SATISFIED
0
0
1
0.943396226
106
100
TOTAL
2.1.22 Chart showing satisfaction level of the Customers towards Grievances handling 90 80 70 60 50 40
Respondents
30 20 10 0 Highly satisfied
Satisfied
Neutral
Dis Satisfied
Highly diasatisfied
Inference
75.4% of Respondents have told that the Grievances Handling is satisfied
37
2.1.23 Table showing satisfaction level of the Customers towards P acking
ATTRIBUTE
NO OF RESPONDENTS
PERCENTAGE
HIGHLY SATISFIED
54
50.94339623
SATISFIED
26
24.52830189
NEUTRAL
8
7.547169811
DIS SATISFIED HIGHLY DIS SATISFIED
9
8.490566038
9
8.490566038
106
100
TOTAL
2.1.23 Chart showing satisfaction level of the Customers towards Packing 60 50 40 30 Respondents 20 10 0 Highly satisfied
Satisfied
Neutral
Dis Satisfied
Highly diasatisfied
Inference
50.9% of Respondents have told that the Packing is satisfied.
38
THE LEVEL OF CUSTOMERS SUGGESTS NILGIRIES TO THEIR NEIGHBORS, FRIENDS/COLLEAGUES, AND OTHERS. 2.1.24 Table showing the level of customers Suggests Nilgiries to their Neighbors, Friends/colleagues, and others.
NO OF RESPONDENTS
ATTRIBUTE
PERCENTAGE
EXCELLENT
63
59.43396226
GOOD
28
26.41509434
BETTER
12
11.32075472
POOR
2
1.886792453
WORST
1
0.943396226
TOTAL
106
100
2.1.24 Chart showing the level of customers Suggests Nilgiries to their Neighbors, Friends/colleagues, and others.
Respondants 70 60 50 40 Respondants
30 20 10 0 Excellent
Good
Better
Poor
Worst
Inference:
63% of respondents are representing nilgiris as Excellent. And only .9% of the people respondent worst.
39
RATINGS FOR MARKETING STRATEGY ADOPTED BY NILGIRIS SUPERMARKET. 2.1.25 Table showing Ratings for marketing strategy adopted by Nilgiris Supermarket.
NO OF RESPONDENTS
ATTRIBUTE
PERCENTAGE
1
3
2.830188679
2
4
3.773584906
3
9
8.490566038
4
24
22.64150943
5
66
62.26415094
106
100
TOTAL
2.1.25 Chart showing Ratings for marketing strategy adopted by Nilgiris Supermarket.
Rate the marketing strategy adopted by Nilgiris Supermarket. 70 60 s t n a d n o p s e R
50 40 66
30
Respondants
20 10
3
4
9
1
2
3
24
0 4
5
Rating Stars
Inference:
66 respondents have given 5 point rating for the marketing strategy adopted by them.
40
HOW OFTEN CUSTOMER VISITS FOR PURCHASE. 2.1.26 Table showing how often Customer visits for purchase.
ATTRIBUTE
NO OF RESPONDENTS
PERCENTAGE
Daily
12
11.32075472
Twice a Week
14
13.20754717
Weekly
28
26.41509434
Fortnightly
22
20.75471698
Monthly
30
28.30188679
106
100
TOTAL
2.1.26 Chart showing how often Customer visits for purchase.
Respondant 35 30 25 20 15
Respondant
10 5 0 Daily
Twice a Week
Weekly
Fortnightly
Monthly
Inference:
Only 12 respondents are purchasing on Daily Basis. 30 r espondents are purchasing Monthly basis.
41
FINDINGS o
36.2% of the respondents are aged between 36-45
o
59% of the respondents are Female
o
39.6% of the respondents are Housewife’s
o
65 respondents have completed PG
o
58 respondents are earning income above 6 lakhs per year.
o
80 respondents are more satisfied about the Nilgiris provides various Brand
o
Only 54 respondents are satisfied with the arrangements
o
Only 12 respondents are purchasing on Daily Basis.
o
99 respondents are not satisfied with the credit facility
o
Customers are satisfied with the service factors in relation with workers.
o
63% of respondents are representing nilgiris as Excellent.
o
66 respondents have given 5 point rating for the marketing strategy adopted by them.
o
42.4% of Respondents have told that the prices of the goods are satisfied.
o
54.7% of Respondents have told that the Range of Goods is satisfied.
o
75.4% of Respondents have told that the Brand Name is satisfied.
o
43.3% of Respondents have told that the Quality is satisfied.
o
21% of Respondents have told that the Arrangement is satisfied.
o
51.8% of Respondents have told that the Exchange is satisfied.
o
51.8% of Respondents have told that the Lighting is satisfied.
o
43.4% of Respondents have told that the Facility of Trolley is satisfied.
o
54.7% of Respondents have told that the Parking Facility is satisfied.
o
30% of Respondents have told that the Maintenance and Cleaning is satisfied.
o
33% of Respondents have told that the Spacing inside shop is satisfied.
o
75.4% of Respondents have told that the Brand Name is satisfied.
o
42% of Respondents have told that the Courtesy of staff is satisfied.
o
43% of Respondents have told that the Efficiency of staff is satisfied.
o
78.3% of Respondents have told that the Home delivery is satisfied.
o
59.4% of Respondents have told that the Number of Counters is satisfied.
o
75.4% of Respondents have told that the Grievances Handling is satisfied.
o
50.9% of Respondents have told that the Packing is satisfied.
42
SUGGESTION o
Some of the customer feels spacing is not so good the products has to be arranged in a convenient way and good space given for the arrangement and help the customers to purchase freely.
o
Some customer feel the cleanliness should be good. It has to be taken care by often cleaning service.
o
Only 62% of customer had rated 5 among 106 and 59% customers had given that they will suggest Nilgiris as Excellent to their Neighbors, Friends/colleagues, and others. So they have to know their need and satisfy accordingly through conducting various customer satisfactions finding tool like survey and direct interview.
