CUSTOMER PREFERENCE TOWARDS SERVICE RENDERED BY RETAIL OUTLET

Research Report Submitted TO The P.G.Dept. of Commerce In Partial Fulfillment of the Requirements For Marketing Research Paper

MASTER OF COMMERCE
Submitted By

GEETHA
(Reg no 091250556)

Research Guide

Prof.CHANDRASHEKARA. K
M.Com.,M.HRM.,MBA,M.phil.,PGDIRPM

Asst. Professor Dept of Commerce S.R.S.M.F.Govt. First Grade College And P.G. Study Center Barkur.

S.R.S.M.N.Govt.First Grade College And P.G.Study Centre, Barkur 2010-2011

DECLARATION

hereby

declare

that

the

dissertation

entitled

CUSTOMER PERFERENCE TOWARDS SERVICE RENDERED BY RETAIL OUTLET submitted for the M.Com. Degree as partial fulfillment of Marketing Research Paper is my original work and research report has not formed the basis for the award of any degree, associateship, fellowship or any other similar titles.

Place: Barkur Date: 13/04/2011

Signature of the Student

CERTIFICATE

This is to certify that the research report entitled CUSTOMER PERFERENCE TOWARDS SERVICE RENDERED BY RETAIL

OUTLET is the bonafide research work carried out by GEETHA student of M.Com. (Final) SRSMN Govt. First Grade College and P.G. Study Centre Barkur, during the year 2010-2011 in partial fulfillment of the

requirements for the Marketing Research Paper and that the research report has not formed the basis for the award for previously of any degree, diploma, associateship, fellowship or other similar title.

Place: Barkur Date: 13/04/2011 Signature of the Guide

ACKNOWLEDGEMENT

I am very much grateful to Prof.Rajashekar Hebbar Principal; S.R.S.M.N.G.F.C & PG study Center Barkur. I am privileged to express my sincere thanks to my guide, Prof.Chandrashekara.K, Assistant Professor, Department of Commerce; S.R.S.M.N.G.F.C & PG study Center Barkur. I thank all the Faculty members of Department of Commerce, for the help and encouragement. I am privileged to express my sincere thanks to the staff members of library; S.R.S.M.N.G.F.C & PG study Center Barkur. I am grateful to my Parents, Sisters, my family members, beloved classmates and friends who have extended their wholehearted co- operation and support during my academic course. I wish to place on record my thanks to all those who helped me directly or indirectly in preparing and presenting this dissertation.

GEETHA

LIST OF CONTENTS

PAGE NO.

LIST OF TABLES LIST OF FIGURES

CHAPTER 1: INTRODUCTION TO RETAIL OUTLET CHAPTER 2: REVIEW OF LITERATURE CHAPTER 3: RESEARCH METHODOLOGY CHAPTER 4: DATA ANALYSIS AND INTERPRETATION CHAPTER 5: FINDINGS, SUMMARY CONCLUSION APPENDIX 1: QUESTIONNAIRE APPENDIX 3: BIBLIOGRAPHY

1-24 25-28 29-34 35-59 60-67

68

LIST OF TABLES
Table Title Page

No. Section-A PERSONALITY RELATED A.1 A.2 A.3 A.4 A.5 A.6 Sex Age Residential status Marital status Occupation Income Section-B PERCEPTION TOWARDS SERVICE RENDERED BY 4.1 4.2. 4.3. 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12. 4.13 4.14 4.15 4.16 4.17 4.18 4.19. RETAIL OUTLET Satisfaction of service provided by Retail outlet Purchase made in same store Frequency of shopping at Retail outlet News paper used regularly Important during purchase Favorite day to shop Satisfaction with the hours the Retail shops are open People develop strong brand loyalty Awareness of Retail outlet Availability of quality of merchandise Selection and variety of merchandise Price appeal Sales clerk service in Retail outlet Parking availability Access routes Satisfaction with returns and adjustment Retail outlet Events Educational attainment influence on Buying habits Fascinates of shopping in Mall

No 35 36 37 38 39 40

41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59

LIST OF FIGURES
FIGURE No. Title Page No

Section-A
PERSONALITY RELATED A.1 A.2 A.3 A.4 A.5 A.6 Sex Age Residential status Marital status Occupation Income Section-B PERCEPTION TOWARDS SERVICE 4.1 4.2. 4.3. 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12. 4.13 4.14 4.15 4.16 4.17 4.18 4.19. RENDERED BY RETAIL OUTLET Satisfaction of service provided by Retail outlet Purchase made in same store Frequency of shopping at Retail outlet News paper used regularly Important during purchase Favorite day to shop Satisfaction with the hours the Retail shops are open People develop strong brand loyalty Awareness of Retail outlet Availability of quality of merchandise Selection and variety of merchandise Price appeal Sales clerk service in Retail outlet Parking availability Access routes Satisfaction with returns and adjustment Retail outlet Events Educational attainment influence on Buying habits Fascinates of shopping in Mall 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 35 36 37 38 39 40