A Summer Training Project On CITY MALL Pandya Group

Customer Satisfaction
Submitted in partial fulfillment for the Award of degree of Master of Business Administration

Submitted by: Poorva Chaudhary MBA Part II

Submitted to: Priya Mam

Year 2012 - 2013

Company Certificate

Faculty Certificate

Preface

Acknowledgement

I express my sincere thanks to my project guide, Mr. /Dr./Ms./Mrs. ________________________________. Designation

_________________, Deptt______________., for guiding me right from the inception till the successful completion of the project. I sincerely acknowledge him/her/them for extending their valuable guidance, support for literature, critical reviews of project and the report and above all the moral support he/she/they had provided to me with all stages of this project. I would also like to thank the supporting staff

___________________________ Department, for their help and cooperation throughout our project.

(Signature of Student)

Name of the Students

Executive Summary

1. Industry Profile
1.1 What is retailing?
Retailing is a distribution channel function, where one organization buys products from supplying firms or manufactures products themselves, and then sells these directly to consumers. In majority of retail situations, the organization, from whom a consumer buys, is a reseller of products obtained from others, and not the product manufacturer. However, some manufacturers do operate their own retail outlets in a corporate channel arrangement. Retailers offer many benefits to suppliers and customers as resellers. Consumers, for instance, are able to purchase small quantities of an assortment of products at a reasonably affordable price. Similarly, suppliers get an opportunity to reach their target market, build product demand through retail promotions, and provide consumer feedback to the product marketer.

1.2 Introduction
The India Retail Industry is the largest among all the industries, accounting for over 10 per cent of the country GDP and around 8 per cent of the employment. The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market. But all of them have not yet tasted success because of the heavy initial investments that are required to break even with other companies and compete with them. The India Retail Industry is gradually inching its way towards becoming the next boom industry. The total concept and idea of shopping has undergone an attention drawing change in terms of format and consumer

buying behavior, ushering in a revolution in shopping in India. Modern retailing has entered into the Retail market in India as is observed in the form of bustling shopping centers, multi-storied malls and the huge complexes that offer shopping, entertainment and food all under one roof. A large young working population with median age of 24 years, nuclear families in urban areas, along with increasing workingwomen population and emerging opportunities in the services sector are going to be the key factors in the growth of the organized Retail sector in India. The growth pattern in organized retailing and in the consumption made by the Indian population will follow a rising graph helping the newer businessmen to enter the India Retail Industry. In India the vast middle class and its almost untapped retail industry are the key attractive forces for global retail giants wanting to enter into newer markets, which in turn will help the India Retail Industry to grow faster. Indian retail is expected to grow 25 per cent annually. The Food Retail Industry in India dominates the shopping basket. The Mobile phone Retail Industry in India is already a US$ 16.7 billion business, growing at over 20 per cent per year. The future of the India Retail Industry looks promising with the growing of the market, with the government policies becoming more favorable and the emerging technologies facilitating operations.

1.3 The Indian retail scene

India is the country having the most unorganized retail market. The Indian retail sector is estimated at around Rs 900,000 crore, of which the organized sector accounts for a mere 2 per cent

indicating a huge potential market opportunity that is lying in the waiting for the consumer-savvy organized retailer.

Purchasing power of Indian urban consumer is growing and branded merchandise in categories like Apparels, Cosmetics, Shoes, Watches, Beverages, Food and even Jewelers, are slowly becoming lifestyle products that are widely accepted by the urban Indian consumer. Indian retailers need to advantage of this growth and aiming to grow, diversify and introduce new formats have to pay more attention to the brand building process. The emphasis here is on retail as a brand rather than retailers selling brands. The focus should be on branding the retail business itself. In their preparation to face fierce competitive pressure, Indian retailers must come to recognize the value of building their own stores as brands to reinforce their marketing positioning, to communicate quality as well as value for money. Sustainable competitive advantage will be dependent on translating core values combining products, image and reputation into a coherent retail brand strategy. There is no doubt that the Indian retail scene is booming. A number of large corporate houses have already made their foray into this arena, with beauty and health stores, supermarkets, self-service music stores, new age book stores, every-day-low-price stores, computers and peripherals stores, office equipment stores and home/building construction stores. Today the organized players have attacked every retail category. The Indian retail scene has witnessed too many players in too short a time, crowding several categories without looking at their core competencies, or having a well thought out branding strategy.

1.4 Strategies Trends & Opportunities

Retailing in India is gradually inching its way toward becoming the next boom industry. The whole concept of shopping has altered in terms of format and consumer buying behavior, ushering in a revolution in shopping in India. Modern retail has entered India as seen in sprawling shopping centers, multi-storied malls and huge complexes offer shopping, entertainment and food all under one roof. The Indian retailing sector is at an inflexion point where the growth of organized retailing and growth in the consumption by the Indian population is going to take a higher growth trajectory. The Indian population is witnessing a significant change in its demographics. A large young working population with median age of 24 years, nuclear families in urban areas, along with increasing workingwomen population and emerging opportunities in the services sector are going to be the key growth drivers of the organized retail sector in India.

1.5 Growth of Retail sector in India

Retail and real estate are the two booming sectors of India in the present times. And if industry experts are to be believed, the prospects of both the sectors are mutually dependent on each other. Retail, one of Indias largest industries, has presently emerged as one of the most dynamic and fast paced industries of our times with several players entering the market. Accounting for over 10 per cent of the countrys GDP and around eight per cent of the employment retailing in India is gradually inching its way toward becoming the next boom industry.

As the contemporary retail sector in India is reflected in sprawling shopping centers, multiplex- malls and huge complexes offer shopping, entertainment and food all under one roof, the concept of shopping has altered in terms of format and consumer buying behavior, ushering in a revolution in shopping in India. This has also contributed to large-scale investments in the real estate sector with major national and global players investing in developing the infrastructure and construction of the retailing business. The trends that are driving the growth of the retail sector in India are

Low share of organized retailing Falling real estate prices Increase in disposable income and customer aspiration Increase in expenditure for luxury items Another credible factor in the prospects of the retail sector in India is the increase in the young working population. In India, hefty pay packets, nuclear families in urban areas, along with increasing working-women population and emerging opportunities in the services sector. These key factors have been the growth drivers of the organized retail sector in India which now boast of retailing almost all the preferences of life - Apparel & Accessories, Appliances, Electronics, Cosmetics and Toiletries, Home & Office Products, Travel and Leisure and many more. With this the retail sector in India is witnessing rejuvenation as traditional markets make way for new formats such as departmental stores, hypermarkets, supermarkets and specialty stores. The retailing configuration in India is fast developing as shopping malls are increasingly becoming familiar in large cities. When it comes to development of retail space specially the malls, the Tier II

cities are no longer behind in the race. If development plans till 2007 is studied it shows the projection of 220 shopping malls, with 139 malls in metros and the remaining 81 in the Tier II cities. India is being seen as a potential goldmine for retail investors from over the world and latest research has rated India as the top destination for retailers for an attractive emerging retail market. Indias vast middle class and its almost untapped retail industry are key attractions for global retail giants wanting to enter newer markets. Even though India has well over 5 million retail outlets, the country sorely lacks anything that can resemble a retailing industry in the modern sense of the term. This presents international retailing specialists with a great opportunity. The organized retail sector is expected to grow stronger than GDP growth in the next five years driven by changing lifestyles, burgeoning income and favorable demographic outline.

1.6

Industry Evolution

Traditionally retailing in India can be traced to:

The emergence of the neighborhood Kirana stores catering to the convenience of the consumers

Era of government support for rural retail: Indigenous franchise model of store chains run by Khadi & Village Industries Commission1980s experienced slow change as India began to open up economy.

Textiles sector with companies like Bombay Dyeing, Raymond's, S Kumar's and Grasim first saw the emergence of retail chains

Later Titan successfully created an organized retailing concept and established a series of showrooms for its premium watches

The latter half of the 1990s saw a fresh wave of entrants with a shift from Manufactures to Pure Retailers.

Post 1995 onwards saw an emergence of shopping centers mainly in urban areas, with facilities like car parking targeted to provide a complete destination experience for all segments of society

Emergence of hyper and super markets trying to provide customer with - Value, Variety and Volume

Expanding target consumer segment: The Sachet revolution example of reaching to the bottom of the pyramid.

At year end of 2000 the size of the Indian organized retail industry is estimated at Rs. 13,000 crore

1.7 Retailing format in India

Malls: The largest form of organized retailing today. Located mainly in metro cities, in proximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and above. They lend an ideal shopping experience with an amalgamation of product, service and entertainment, all under a common roof. Department Stores: Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. Further classified into localized departments such as clothing, toys, home, groceries, etc. Departmental Stores are expected to take over the apparel business from exclusive brand showrooms. Hyper marts/Supermarkets: Large self-service outlets, catering to varied shopper needs are termed as Supermarkets. These are located in or near residential high streets. These stores today contribute to 30% of all food

grocery organized retail sales. Super Markets can further be classified in to mini supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and personal sales.

Convenience Stores: These are relatively small stores 400-2,000 sq. feet located near residential areas. They stock a limited range of high-turnover convenience products and are usually open for extended periods during the day, seven days a week. Prices are slightly higher due to the convenience premium

1.8 Recent Trends

India is rated the fifth most attractive emerging retail market: a potential goldmine.

o o o o

Multiple drivers leading to a consumption boom: Favorable demographics Growth in income Increasing population of women Raising aspirations: Value added goods sales Food and apparel retailing key drivers of growth Organized retailing in India has been largely an urban Phenomenon with affluent classes and growing number of doubleincome households.

More successful in cities in the south and west of India. Reasons range from differences in consumer buying behavior to cost of real estate and taxation laws.

Rural markets emerging as a huge opportunity for retailers reflected in the share of the rural market across most categories of consumption

IT is a tool that has been used by retailers to radically change buying behavior across the globe.

1.9 Challenges & Opportunities

Retailing has seen such a transformation over the past decade that its very definition has undergone a sea change. No longer can a manufacturer rely on sales to take place by ensuring mere availability of his product. Today, retailing is about so much more than mere merchandising. Its about casting customers in a story, reflecting their desires and aspirations, and forging long-lasting relationships. As the Indian consumer evolves they expect more and more at each and every time when they steps into a store. Retail today has changed from selling a product or a service to selling a hope, an aspiration and above all an experience that a consumer would like to repeat. For manufacturers and service providers the emerging opportunities in urban markets seem to lie in capturing and delivering better value to the customers through retail. However, manufacturers and service providers will also increasingly face a host of specialist retailers, who are characterized by use of modern management techniques, backed with seemingly unlimited financial resources. Organized retail appears inevitable. Retailing in India is currently estimated to be a US$ 200 billion industry, of which organized retailing makes up a paltry 3 percent or US$ 6.4 billion. By 2010, organized retail is projected to reach US$ 23 billion. For retail industry in India, things have never looked better and brighter. Challenges to the manufacturers and service providers would abound when market power shifts to organized retail.

1.10 Conclusion
The retail sector has played a phenomenal role throughout the world in increasing productivity of consumer goods and services. It is also the second largest industry in US in terms of numbers of employees and establishments. There is no denying the fact that most of the developed economies are very much relying on their retail sector as a locomotive of growth. The India Retail Industry is the largest among all the industries, accounting for over 10 per cent of the countrys GDP and around 8 per cent of the employment. The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market. But all of them have not yet tasted success because of the heavy initial investments that are required to break even with other companies and compete with them. The India Retail Industry is gradually inching its way towards becoming the next boom industry.

2. Project Profile
The paper is intended to provide information about Customer satisfaction level with the City Malls of Kota. In India there have been a great successful brand both national as well as foreign brands and again it has been realize that brands are sustaining power to stay in the competitions. If we define the customer satisfaction we can say a qualitative measure of performance as defined by customer, which meet their basic requirements and standard. Customer satisfaction is defined as measure or determination that a product or services meet a customers expectation, considering requirement of both quality and service. This paper has been under taken to study of customer perception about shopping malls and suggesting way to improve its market share in sales through customer perception about private labels.

3. INTRODUCTION
Customer is the king; this is all the more apt for today's business environment where, all other factors remaining more or less constant, it is the value addition to the customer that is making all the difference. Todays companies are facing their toughest competition ever. These companies can outdo their competition if they can move from product and sales philosophy to a marketing philosophy. We spell out in detail how companies can go about winning customers and outperforming competitors. The answer lies in doing a better job of meeting and satisfying customers needs. Only customercentered companies are adept at building customers, not just building product. They are skilled in market engineering, not just product engineering. Too many companies think that it is the marketing/sales departments job to procure customers. If that department cannot, the company draws the conclusion that its marketing people arent very good. But in fact, marketing is only one factor in attracting and keeping customers. The best marketing department in the world cannot spell products that are poorly made or fail to meet anyones need. The marketing department can be effective only in companies whose various departments and employees have designed and implemented a competitively superior customer value-delivery system. Although the customer oriented firms seek to create high customer satisfaction, its main goal is to maximize customer satisfaction, first the company can increase customer satisfaction by lowering its

prices, but results may be lower profits second the company might be able to increase prices. Third the company has many stakeholders including employees, dealers, suppliers and stock holders spending more to increase customer satisfaction might divert funds from increasing the satisfaction of other partner. Estimate the company must operate on the philosophy that it is trying to deliver a high level of satisfaction to the other stake-holder within the constraints of its resources. From the past studies of last three decades we observed that the companys first task is to create and satisfy customers. But todays customers face a vast array of product and brand choice prices and suppliers. It is generally believed that customers estimate which offer will deliver the most value customers are like value maximizes, within the bounds of search costs and limited knowledge, mobility income, they form an expectation of value and act on it, whether or not the offer lives up to the value expectations affects customers satisfaction and their repurchase probability. Customer satisfaction depends on the products performance relative to a buyers expectation, the customer is dissatisfied. If preference matches expectations, the customer is satisfied. If preference is exceeds expectation, the customer is highly satisfied or delighted outstanding marketing insurance companies go out of their way to keep their customer satisfied. Satisfied customers make repeat purchases in of products and tell other about their good experiences with the product. The key is to match customer expectations with company performance. Consumers usually face a broad array of products and services that might satisfy a given need. Consumers make choices based on their perception of the value and satisfaction that various products and services deliver.

Customer value is the difference between the values the customer gains from owning and using a product and the costs of obtaining the products customers from expectations about the value of various marketing offers and buy accordingly. Customer

expectations are based on past buying experiences, the opinion of friends and marketer and competitor information and promises. Customer satisfaction with a purchase depends on how well the products performance lives up to the customers expectations. Customer satisfaction is a key influence on future buying behaviour. Satisfied customers buy again and tell others about their good experiences dies-satisfied customers of ten switches to competitors and disparage the products to others. Customers are the best source of information. Whether to improve an existing product or service or whether firms are planning to launch something new. There is no substitution for getting it from horses mouth When you talk to your customer directly, to increase your odds for achieving success you mistake -proof your decisions and work on what really matters. When you routinely ask the customers for feedback and involve them in business they, in turn, become committed to the success of your business. A consumer decision making (CDM) style is a mental orientation characterizing a consumers approach to choices. Broadly speaking, there are three types of approaches in studying consumer decision-making styles: the psychographic / lifestyle approach, which identifies hundreds of characteristics related to consumer behavior; the consumer typology approach, which classifies consumers into several types; and the consumer

characteristics approach, which focuses on different cognitive dimensions of consumers decision-making

4. RESEARCH METHODOLOGY
The quality and reliability of research study is dependent on the information collected in a scientific and methodological manner. Scientific planning of designing of research method is a blue print for any research study. Therefore, proper time and attention should be given in designing the plan of research. While proper definition of problem tells the researcher where he has to go, proper design tells him how he should go. Selection of methodology for a particular project is made easy by sorting out a number of alternative approaches, each of them having its own advantage and disadvantages. Efficient design is that which ensure that the relevant data are collected accurately. The researcher has to think about what procedure and techniques should be adopted in the study. He should arrive at the final choice by seeing that the methodology chosen for project is indeed the best one, when compared with others.

4.1 OBJECTIVESS OF STUDY:

The main objective of the study is to find out the level of satisfaction among the customers. To collect and evaluate ideas/views and expectations of the customers for the improvement in performance. To make company's aware about the dissatisfaction part of their customers. To find out the most prominent area of dissatisfaction.

To enhance the communication & co-operation between the company and their customers. To find out which sales promotion tools will increase the sales To know the features that attracts the customer

4.2 RESEARCH DESIGN:

Research design is the first and foremost step in methodology adopted and undertaking research study. It is overall plan for the collection and analysis of data in the research project. Thus it is an organized, systematic approach to be the formulation,

implementation and control of research project. In fact a well planned and well balanced research design guards against collection of irrelevant data and achieves the result in the best possible way. The type of research is descriptive approach which means asking questions to people who are believed to possess the desired information. It measures the magnitude of peoples knowledge, attitudes and buying behaviour. In survey method the data collection is through structured direct interview. Structured direct interview is a formal questionnaire (i.e. set of questions) that is structured and direct and the interviewer is instructed to ask the persons those questions only in the order given in the questionnaire. This type of interview is referred to as Structured survey. Its advantage is that, less skilled interviewers can be used resulting in lower cost per interview. It gives standardized

information and hence editing, tabulating and analyzing of the data are more easily done.

4.3 Survey method:

A Survey is a complete operation, which requires some technical knowledge Survey methods are mostly personal in character. Surveys are best suited for getting primary data. the research obtains information from the respondents by interviewing them.

4.4 Sampling:
It is not always necessary to collect data from whole universe. A small representative sample may serve the purpose. A sample means a small group taken in a large lot. This small group taken in a large lot .This small group should be emanative cross section and really representative in character. This selection process is called sampling.

4.5 Sample size:

Samples are devices for learning about large masses by observing a few individuals. The selected sample is 100.

4.6 Methods of Sampling

4.6.1 Random sample method: The method adopted here is random sampling method. A Random sample is one where each item in the universe has as an equal chance of known opportunity of being selected.

3.6.2 Research Instrument: Questionnaire: A questionnaire is a carefully complied logical sequence of questions directed to a define objective. It is the outline of what information is required and the framework on which the data is

built upon. Questionnaire is commonly used in securing marker information that its preparation deserves utmost skill and care. Collection of data: One of the important tools for conduction market research is that availability of necessary and useful data. Date collection is more of an art than a science. The methods of marketing research are in a way the methods of data collection. The sources of information fall under two categories: Internal sources: Every company has to keep certain records such as accounts, reports etc. these records provide sample information which an organization usually keeps collection in its working. External sources: When internal records are insufficient and required information is not available, the organization will have to depend on external sources. External sources of data are: a) Primary data: The data collected for a purpose in original

and for the first time is known as primary data. The researches collect this data to study a particular problem. Here the primary data is data collected through questionnaire by directly meeting the customers

b)

Secondary Data: The data, which is collected from the

published sources i.e., not originally collected of the first rime is called secondary data. Here the secondary data is data collected from the companys brochures, pamphlets, catalogues and the website.

3.7 Scope of the study:

It will help the mall to understand the level of customer happiness. It will help the mall to retain the service. It will help the mall to evaluate strength and weakness. This study will also reveal the customers attitude towards mall.

3.8 Limitations of the study:

As no person is perfect in this world, in the same way no study can be considered as fully reliable at one glance. There are a number of uncontrollable factors acting as limitations in conducting the study. Some of such limitations encountered by me in our study are Time factor was the main limitation for the study as the project was restricted to small period. The research was limited only to the Kota city so the result cant be generalized to the whole market. The sample taken for research was concerned only for 100 customers rather than millions of customers. Since the project has to be completed within a short period of time the information collected could be biased. Some of the premium segments could not be met due to time lack and by not obtaining prior appointment due to tight schedule of the respondents.

Non - availability of secondary data compelled me to start from the very minute information. Respondents in some department gave biased responses for fear of their position in the company. This may have influenced the results.

Some people at top level were afraid and showed complete reluctance to give responses to some questions.

4. Analysis & Interpretation

1.

Through which media customer came to know about mall.

Table 1 Sl. No 1 2 3 4 5 Type of media Television Print Media Friends/Relatives Hoardings Other Total No. of respondents 23 23 37 7 10 100 Percentage 23 23 37 7 10 100

Type of Media
40 35 30 25 20 15 10 5 0 No. of respondents

Percentage

Inference:

23% respondents came to know through television,

23% respondents came to know through print media, 37% respondents came to know through friends / relatives, 7% respondents came to know through hoardings, 10%respondents came to know through others.

From this it is clear that most of the respondents came to know about mall through friends / relatives.

2. The ratings of the customers towards mall services & facilities. Table 2 Sl. No 1 2 3 4 Ratings Excellent Good Satisfactory Poor Total No of respondents 17 12 10 0 39 Percentage 43 35 22 0 100

Ratings of mall services & facilities.

50 45 40 35 30 25 20 15 10 5 0 No of respondents Percentage

Inference: 43% of customers rated excellent, 35% of customers rated good & 22% customers rated satisfactory.

3.

The age group of the customers. Table 3

Si .no 1 2 3 4

Age group 15-25 26-35 36-45 46 and above Total

No. of respondents 31 51 31 4 100

Percentage 31 51 31 4 100

Age Group of customers.

60 50 40 30 20 10 0 15-25 26-35 36-45 46 and above No. of respondents Percentage

Inference: 31% respondents are in the age group of 15-25 years.51% respondents are in the age group of 26-35 years.14% respondents are in the age group of 36-45 years.4% respondents are in the age group of46and above-25 years

4. The occupation of respondents. Table 4 Si. no 1 2 3 4 5 Occupation Business Employee Student Professional Others No. of Respondents 39 34 13 11 3 Percentage 39 34 13 11 3

Total

100

100

Occupation of Respondents
45 40 35 30 25 20 15 10 5 0

No. of Respondents Percentage

Inference: 39% respondents are businessmen. 34% respondents are employees.13% respondents are students.11% respondents are professionals. 3% respondents are other.

5.

The income group of the respondents Table 5 Sl .no Income group No .of respondents 1 Less than 25 25 Percentage

5000 2 3 4 5000-10000 10000-15000 15000 and above Total Income Group of Respondents
50 45 40 35 30 25 20 15 10 5 0

45 17 13

45 17 13

100

100

No .of respondents Percentage

Inference: 25% respondents are in the income group of less than Rs.5000/- 45% respondents are in the income group of Rs. 500010000.17% respondents are in the income group of Rs. 1000015000.13% respondents ate in the income group of Rs 15000 and above.

6.

Regular purchases from mall. Table 6 Sl .no Particulars No .of respondents 1 2 Yes No Total 70 30 100 70 30 100 Percentage

Regular purchases by customer in mall

30%

70%

Inference: 70% purchases regularly from mall & 30% does not purchase regularly.

7. Frequency of purchases by respondents from mall. Table 7 Sl .no Particulars No .of respondents 1 2 3 4 Occasionally Weekly Monthly Daily Total 33 31 36 00 100 33 31 36 00 100 Percentage

Frequency of purchases by respondents from mall

36

33

1st Qtr 2nd Qtr 3rd Qtr

31

Inference: 33% of respondents made purchases from mall on occasion basis, 33% made purchases on weekly basis & 36% made purchases on monthly basis.

8. Customer preference for shopping. Table 8 Sl .no Particulars No .of respondents 1 Unorganized market 2 Mall Total 40 100 40 100 60 60 Percentage

Customer preference for shopping.

40% 1st Qtr 2nd Qtr 60%

Inference: 60% of respondents prefer unorganized market for shopping & 40% of respondents prefer mall for shopping.

9. Purpose for visiting City mall. Table 9 Sl .no Particulars No .of respondents 1 2 3 Shopping Entertainment Restaurant 46 38 16 46 38 16 Percentage

Total

100

100

Purpose for visiting City mall.

16%

1st Qtr 46% 2nd Qtr 3rd Qtr

38%

Inference: 46% respondents visit city mall for shopping, 38% respondents visit mall for entertainment & 16% respondents visit mall for restaurants.

10. Respondents satisfied with the pricing schemes at city mall.

Table 10 Sl .no Particulars No .of respondents 1 2 Yes No Total 66 33 100 66 33 100 Percentage

Satisfied with the pricing schemes.

33%

1st Qtr 2nd Qtr

66%

Inference: 66% respondents are satisfied with the pricing schemes at city mall & 33% respondents are not satisfied with the pricing schemes at city mall. 11. Location of city malls affects respondents decision. Table 11

Sl .no

Location affects

No .of respondents 70 30 100

Percentage

1 2

Yes No Total

70 30 100

Location affects respondents decision.

30%

1st Qtr 2nd Qtr

70%

Inference: 70% respondents said that location of city mall affects their decision & 30% respondents ignore the location problem.

12. Rating of respondents for drawbacks of city mall. Table 12

Sl .no

Drawback in mall

No .of respondents 12 16 32

Percentage

1 2 3

Expensive Parking facility Weekend Rush

12 16 32

Others Total

40 100

40 100

Rating of respondents for drawbacks of city mall

12%

40%

16%

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

32%

Inference: Respondents rated 12% expensive, 16% parking facility, 32% weekend rush & 40% other factors as main drawback of city mall.

13. Customer thinks about quality or price of mall. Table 13 Sl .no Particulars No .of respondents 1 2 Price Quality Total 67 33 100 67 33 100 Percentage

Customer preference to quality or price

33%

1st Qtr 2nd Qtr

67%

Inference: 67% respondents said that when they think about City Mall they think about price. 33% respondents said that they think about quality.

14. Respondents reason for shopping in the City Mall. Table 14 Si. no 1 2 3 4 5 Particulars Location Wide range of brands Ambience & Services Price Discount No. of Respondents 31 24 13 23 9 Percentage 31 24 13 23 9

Total

100

100

Reason for shopping in the City Mall.

9%

31% 23% 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 5th Qtr

13% 24%

Inference: 31% of respondents shop in city mall because of location, 24% because of wide range of brand, and 13% because of ambience & services, 23% because of price & 9% because of discount.

5. Facts & Findings

Major findings of the research are: Most of the respondents came to know about mall through friends / relatives. Most of the respondents rated the services & facilities as excellent. Maximum footfall is on weekends. Brands and trends attract people toward malls. Parking is the major problem on weekends. Most of the Customers are targeted by almost all the segments of the society with their USP being Price benefit customer require all the stores in Prime Location. Every outlet of city mall have motivated and trained sales force. Customers like large variety of products are available ranging from clothes, food items, electronic goods etc. Staffs are provided constant training for various peculiarities of customer behaviour. Consumers are interested to purchase those products which has discount price. Not much difference in the Layout of the floor designs in the various branches. They try to maintain a similarity to maintain comfort levels of customers. Habits of consumers are affected by Word of Mouth Customers visit mall regularly. Most of the respondents make their purchases weekly, monthly & occasionally.

Most of the customer still prefers to buy from unorganized market as they are located in customers residential area. Most of the respondents have mentioned that location, wide range of brands & price schemes are main reason for shopping in the city mall.

Location and ambience is rated as strongly agree by majority of the respondents in terms of attributes such as mall location is convenient, mall looks modern & well equipped, ambience is appealing.

It is found that the most of the respondents has rated as excellent for the quality. Some of the respondents said good and fair. Service attributes has been rated very satisfied by most of the respondents. Some of the respondents have rated satisfied for the service attributes. Few of the customers felt dissatisfied with attributes such as post sales problems solved immedidetly and parking is sufficient.

Most of the respondents are of the opinion that very much satisfied with shopping at mall.

SWOT
6.1 Strengths:
Increase Convenience of Shopping through mall Mall provide quality goods and services Mall offers a safe and secure shopping environment Mall provides a wider range of goods and services locally Mall focus on entertainment, restaurants, convenience etc. Expansion opportunities for mall High representation and commitment of nationals Provision of public transport facilities for mall Increased consumer volume towards mall Increased safety & security in mall Availability of stock in mall

6.2 Weaknesses:
Increased level of competition Price competitiveness Product duplication

6.3 Opportunities:
Consumer Elasticity towards mall Growth in household income Provision of lower priced products and services to the mass consumers by mall Government support to mall

Network opportunities for mall Mall provides business premises at affordable levels Increased consumer confidence towards mall

6.4 Threats:
Increase in crime Lack of community support towards mall Lack of local government support towards mall Wrong location

7. CONCLUSIONS

After conducting the survey and analysis the data collected, it can be concluded that: Service & facilities provided needs improvement. Need of improvement in feedback communication. There is a need for the adoption of innovative tools and techniques. Customer service is all about the customers perception. You have to do more than just get the job done.

8. Recommendation & Suggestions

General suggestions for improving customer satisfaction to be followed by the organization to be really successful in exploiting the fullest potential of their employees are as follows: Improve customer service in all respects Resolve day to day problem quickly To highlight problem and record the solution Needs improvement in services & facilities provided Communication and coordination should be more effective Surprise your customers with unexpected value. If you sell products, include an "unadvertised bonus" with every order. If you sell services, get into the habit of doing something extra for every customer or client without charging for it. Convert your customers into publicity agents. Develop an incentive for them to tell associates and friends about the value of mall. An endorsement from them is more effective than any amount of advertising-and it is much cheaper. The people visiting the store should be encouraged to visit the mall again and again. So it is necessary to delight the shoppers with the shopping experience.

9. Appendix

1. Through which media you come to know about city mall? [ (a) Television (b) Print/Magazine (d) Hoardings

(c) Friends/Relatives (e) Other

2. Do you visit mall? (a) Yes (b) No

3. What is your age? (a) 15-25 (c) 36-45 (b) 26-35 (d) 46 & above

4. What is your occupation? (a) Business (c) Student (e) Other (b) Employee (d) Professional

5. What is your income? (a) Less than 5000 (b) 5000-10000 (c) 10000-15000 (d) 15000 & above

6. Do you purchase regularly from mall? (a) Yes (b) No

7. What is your frequency of visiting city mall? (a) Occasionally (c) Monthly (b) Weekly (d) Daily

8. Do you prefer unorganized market or city mall? (a) Unorganized market (b) City mall

9. What is your purpose of visiting city mall? (a) Shopping (c) Restaurant (b) Entertainment

10. Are you satisfied with the pricing schemes of city mall? (a) Yes (b) No

11. Does location of city mall affect your decision? (a) Yes (b) No

12. What is the main drawback of the city mall? (a) Expensive (c) Weekend rush (b) Parking facility (d) Other factors

13. Do you prefer price or quality of city mall? (a) Price (b) Quality

14. What is your reason for shopping from city mall? (a) Location (c) Ambience (e) Discount (b)Wide brands (d) Price schemes

10. Bibliography

Title
1. Marketing Management 2. Marketing An Introduction

Author
Philip Kotler Gary Armstrong & Philip Kotler

Magazine & Journal:

1. Business World 2. Economic Times

Websites:
1. WWW.Retail India.com 2. WWW.Google.com