A Study On Customer Satisfaction Towards A Rvs

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.
,
DEPARTMENTAL STORED IN COIMBATORE COIMBAOTRE, TAMILNADU, INDIA
CHAPTER I
INTRODUCTION
a. INTRODUCTION OF THE STUDY
Gone are the days were the consumer went in search 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
which it has to concentrate will be marketing. Business today,
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.
1
A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

Under these circumstances a study has been conducted 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 departmental store, a retail trade shop, was started 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
providing the kind of products that the consumer want every
businessman today makes some effort to convince the
consumer for
buying a product in a particular shop and for this reason, the
researcher has under taken a survey as to why they prefer
departmental store?
2

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
ones 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 unpolluted atmosphere in departmental store.
It is a
matter for study as to why people come and buy from a
departmental
store.
3

c. OBJECTIVES OF THE STUDY

The objectives of the study are:
1. To study the factor influencing the customers to purchase
house hold articles from departmental store.
2. To study the needs of the customers at the place of
purchase.
3. To study the consumers opinion and ideas about the price,
quality and services rendered by the departmental stores.
4. To study the sales services provided by the departmental
stores.
5. To suggest, improve in sales and functions in the
departmental stores based on results.
4

d. METHODOLOGY
The primary methods of data collection that is questionnaire
technique was used to collect the data required. Respondents
include
both male and female. Convenience sampling method has
been
adopted under the non-probability sampling technique and
about 100
samples have been collected for the study.

The questionnaire consists of four parts namely, personal
information, purchasing pattern, details about products and
customers services provided at the store. The questionnaire
was
designed in such a way that the respondents were able to
express
their opinions and ideas freely and frankly.
e. SAMPLE AREA OF THE STUDY
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 FOR ANALYSIS
The collected data has been analyzed using percentage
analysis and diagrams.
5

h. LIMITATION OF THE STUDY

1. The area of study is restricted to Coimbatore city.
2. For convenience purpose, the population taken for the
study
refers to the customers of Kannan departmental stores,
Foodworld and Subiksha.
3. The data was collected for the month of January 2008 to
march 2008.
4. In order to complete the study within the time frame, the
number of respondents had been restricted to 100.
6

i. CHAPTER SCHEME
Chapter I
It gives a brief introduction about the study, scope, 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.
7

CHAPTER II
BUYER BEHAVIOUR AND DEPARTMENTAL
STORE
a. INTRODUCTION
Today business faces a lot of challenges. The major work of
todays business is not only to face and survive with
competitors but
also to study consumers 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
charges with the movement of products and services from
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.
8

I.1. CONSUMER BEHAVIOUR

Consumer behaviour is defined as that behaviour exhibited
by
people in planning, purchasing and using economic goods
and
services. Buyers behaviour is the process by which
individuals
decide whether, what, when, where, how and from whom 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
emphasizing on the above statement, the target of all
marketing
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
behaviour may be viewed as an orderly process whereby the
individual interacts with his environment for the purpose of
making
market decisions on products and services.
9

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 purchase, and mental activities such as forming
attitudes, perceiving advantages materials and learning to
prefer a particular brand. The consumers apply both the
activities to acquire goods and services and obtain
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 individuals specific behaviour in the market place is
affected by interval factors such as needs, motives,
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

external forces and influences interact in highly complex

ways,
affecting the individuals 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 buying something. This is not the case in respect of 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.
11
BUYING DECISION PROCESS
PROBLEM RECOGNITION
INFORMATION SEARCH
DECISION - MAKING
EVALUATION OF ALTERNATIVES
TO BUY NOT TO BUY
POST-PURCHASE BEHAVIOUR
I.3. PROBLEM RECOGNITION

The buying process starts with the buyer recognizing 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 persons 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
information from various sources, to have an idea about the
competing brands and their features and to purchase
accordingly.
The various sources which provide information are:
1. Personal sources - Family friends, Neighbours, etc.
2. Commercial sources - Advertisements, Salesmen, Dealers,
Packages
3. Public sources - Mass Media
12

4. Experimental source - Examining, using and handling the
product
I.5. EVALUATION OF ALTERNATIVES
A consumer uses information to arrive at a set of final brand
choices. The question is, how does the consumer choose
among the
alternative brands in the choice set? He evaluates the various
alternatives available in the market on the basis of certain

attributes.
There is no simple and single evaluation process used by all
consumers or by one consumer in all buying situations. 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.
13

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
convince him to choose a product, the attributes for which a
consumer gives importance must be analyzed.
The marketers 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 participants
behaviour
in the buying process and the major influences on their
buying
behaviour, will help the marketers to design effective
marketing
programs for their target markets.

14

II.1. FACTORS THAT INFLUENCE BUYER BEHAVIOUR

Throughout the buying process, various factors may influence
the buyer. A persons culture, social class, reference groups
and selfimage
all have a bearing on the purchase decision. As to the
situational factors like the presentation of the product, the
events in
the buyers life and the persons mood at the time of
purchase also
induce him to purchase a product of his choice.
II.2. CULTURAL FACTORS
Culture is the most fundamental of a persons wants 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.
15

II.3. SOCIAL FACTORS

Social factors include the following:
a. Reference groups
People are influenced by many groups. The various reference
groups are
Membership Groups
These are groups to which the person belongs and
interacts. These groups have a direct influence on its
members
behaviour.
Primary Groups
This includes groups of friends, family members,

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.
16

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 persons 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. Social Class
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.
Middle class consumer purchase carefully and read
advertisements much to know and compare the prices of
different procedures engaged in the same line of activity.
Upper class consumers want high class goods maintain
their status in the society.
17

II.4. PERSONAL FACTORS

A buyers 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. Occupation
For certain occupation, the purchase of certain type of
products is necessary. For example, a sales representative
will buy fancy dress, shoes, suitcase, etc., to win the
attention of the people. Similarly, a chief executive of a
company will buy costly suits, undergo air travel, etc.
18

c. Income
Income being the main source of purchasing power, the
buying pattern of people differs with different level of
income.
d. Life Style
The term life style refers to the persons 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 persons way of being and acting in the world.
II.5. PSYCHOLOGICAL FACTORS
A persons buyer behaviour is also influenced by the following
psychological factors.
a. Motivation
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.
19

b. Perception
Perception is the process by which an individual selects,
organizes and interprets information inputs to create a
meaningful picture of the world. Persons at the 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 individuals
behaviour arising from past experience. Learning is the
main aspect in the study of human behaviour. Buying

decisions are affected critically by the learning experience
of buyers.
d. Attitudes
An attitude is a state of mind feeling. If may be described as
a persons emotional feeling, action, tendencies towards
some idea or object. If a person has an attitude towards a
product, it is difficult to change his attitude because a
persons 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.
20

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 customer need in a
departmental store, various factors influencing their
purchase
and their opinion regarding the products price, quality
and etc,
and the after sales services rendered by the
departmental store.
21

Table No. 3.1

TABLE SHOWING THE AGE GROUP OF THE
RESPONDENTS
INFERENCE:
The above table representing the age group of the
respondents. More than one-third (46%) of the

respondents,
belong to the age group of 21 30 years, 23% of the
respondents are belong to the age group 31 - 40 years
and a
least of 12% belong to the age group of above 40 years.
22
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
23
Table No. 3.2

TABLE SHOWING THE SEX OF THE RESPONDENTS
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.
24
GENDER NO. OF
RESPONDENTS PERCENTAGE (%)
MALE 42 42
FEMALE 58 58
TOTAL 100 100
25
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.
26

27

Table No. 3.4

TABLE SHOWING THE EDUCATIONAL
QUALIFICATION OF THE RESPONDENTS
EDUCATIONAL
QUALIFICATION
NO. OF
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.
28

29
Table No. 3.5

TABLE SHOWING THE OCCUPATIONAL STATUS OF THE
RESPONDENTS
OCCUPATION NO. OF
STUDENT 23 23
HOUSE WIFE 27 27
EMPLOYED 26 26
BUSINESS 24 24
TOTAL 100 100
INFERENCE:
Above table showing the occupational status of 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.
30

31

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 above table showing the monthly income of 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.
32

33

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.
34

35

Table No. 3.8

TABLE SHOWS THE NORMALLY THE PRODUCTS
PURCHASED BY THE RESPONDENTS
NORMALLY PRODUCTS
PURCHASED FROM NO. OF RESPONDENTS PERCENTAGE

(%)
DEPARTMENTAL STORES 52 52
SHOPS / MARKETS 46 46
SALES REPRESENTATIVES 2 2
EXHIBITION 0 0
TOTAL 100 100
INFERENCE:
Above table showing the sources of purchases of 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.
36

37

Table No. - 3.9

TABLE SHOWING THE MEDIA INSIST TO PURCHASE
IN DEPARTMENTAL STORES
SOURCE OF
INFORMATION NO. OF RESPONDENTS PERCENTAGE (%)
TELEVISION 26 26
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
aware of the departmental stores through word of mouth
advertisement and a least percentage of 9% are aware of

the
store through pamphlets.
38

39

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:
Above table representing the favourable departmental
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.
40

41

Table No. 3.11

THE TABLE SHOWING THE REASON FOR
PURCHASING THROUGH DEPARTMENTAL STORES
REASON FOR PURCHASE NO. OF RESPONDENTS

PERCENTAGE
(%)
CONVENIENT 22 22
PRESTIGE 11 11
LESS COST 23 23
MORE QUALITY 32 32
TIME SAVING 12 12
TOTAL 100 100
INFERENCE:
The table showing the reasons for purchasing through
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.
42

43

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.
44

45

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 (%)
FRUITS AND
VEGETABLES 15 15
PROVISIONS AND
GROCERIES 26 26
COSMETIC PRODUCTS 4 4
HEALTH CARE
PRODUCTS 6 6
STATIONARY PRODUCTS 2 2
ALL THE ABOVE 47 47
TOTAL 100 100
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
least percentage of the 2% are purchase only health care
product.
46
47
Table No. 3.14

TABLE SHOWING THE HANDLING OF DAMAGED
PRODUCT IN DEPARTMENTAL STORE
DAMAGE HANDLING NO. OF
RESPONDENTS
PERCENTA
GE (%)
IMMEDIATE
RECTIFICATION 61 61
DELAY IN
RECTIFICATION 16 16
NO EXCHANGE 14 14
NO RESPONSE 9 9
TOTAL 100 100
INFERENCE:
The above table shows the damage handling by the
departmental stores. It reveals that more than 60% of the
respondents are getting immediate rectification from the
damages 16% of the respondents are getting late
rectification
and least percentage of the 9% are getting no response
from the
stores.
48
49
Table No. 3.15
THE TABLE SHOWING THE FREE DELIVERY

SERVICE IN DEPARTMETAL SOTRES
FREE DOOR DELIVERY NO. OF RESPONDENTS 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.
50
51
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 WHEELER
ONLY 3 3
BOTH 28 28
NO PARKING
FACILITY 30 30
TOTAL 100 100
INFERENCE:
Above table reveals the parking facility of the
departmental stores. It says that nearly two-fifth (39%) of
the
respondents are enjoying only two wheeler parking
facility,
followed by 30% are getting no parking facility and least
percentage of 3% are getting only four wheeler parking
facility.
52

53

Table No. 3.17
TABLE SHOWING THE DISCOUNTS AND BENEFITS

RENDERED BY THE DEPARTMENTAL STORES
DISCOUNT AND
BENEFITS
NO. OF
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
CUSTOMER CARE NO. OF
HIGHLY SATISFIED 43 43
SATISFIED 26 26
FAIR 19 19
DISSATISFIED 12 12
TOTAL 100 100
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 customer care service and 12% of the respondents
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 the customers satisfaction 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
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 not satisfied because of the no bargaining, 29% of 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
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
IF YES THE REASON NO. OF RESPONDENTS PERCENTAGE
(%)
TIME CONSUMING 19 42
TOO MUCH FORMALITIES 7 16
DELAY IN RECEIVING
THE PRODUCTS 17 38
OTHERS 2 4
TOTAL 45 100
INFERENCE:
The above table represents the reason for difficulty 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
YES 90 90
NO 10 10
TOTAL 100 100
INFERENCE:
The above table reveals the satisfaction of the respondents
family
members. It reveals majority of the respondents 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
YES 84 84
NO 16 16
TOTAL 100 100
INFERENCE:
Table representing the willingness of respondents to
recommend others to buy in departmental stores. It says
that
more than four-fifth (84%) of the respondents are having
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
YES 83 83
NO 17 17
TOTAL 100 100
INFERENCE:
Above table represents the advantages of departmental
store than other store. It reveals that the more than
fourth-fifth
(83%) of the respondents are accepting that the
department
stores are more advantagus than other.

70

71

CHI-SQUARE TEST
Chi-square test is one of the simplest and most widely used
nonparametric
tests in statistical work. This test was first used by 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
LEVEL OF SATISFACTION
TOTAL
HIGH MODERATE LOW
UPTO 20 2 22 1 25
21 - 30 15 36 13 64
31 - 40 0 5 0 5
ABOVE 40 1 6 3 10
TOTAL 18 69 17 104
HO: There is no significant relationship between age and level

of
satisfaction.
H1
: There is significant relationship between age and level of
satisfaction
O E O-E (O-E)2 (O-E)2/E
2 4.50 -2.50 6.25 1.39
15 11.52 3.48 12.11 1.05
0 0.90 -0.90 0.81 0.90
1 1.80 -0.80 0.64 0.36
22 17.25 4.75 22.56 1.31
36 44.16 -8.16 66.59 1.51
5 3.45 1.55 2.40 0.70
6 6.90 -0.90 0.81 0.12
1 4.25 -3.25 10.56 2.49
13 10.88 2.12 4.49 0.41
0 0.85 -0.85 0.72 0.85
3 1.70 1.30 1.69 0.99
TOTAL 11.07
73

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 the table value of x2 (12.59) hence there is no
significant
relationship between satisfaction and marital status.
74

TABLE NO. 5.2

GENDER AND SATISFACTION WITH REGARDING THE CELL
PHONE SERVICE PROVIDER
GENDER
TOTAL
HIGH MODERATE LOW
MALE 11 42 13 66
FEMALE 7 27 4 38
TOTAL 18 69 17 104
HO: There is no significant relationship between gender and

level
of
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 0.07
7 6.84 0.16 0.03 0.00
42 45.54 -3.54 12.53 0.28
27 26.22 0.78 0.61 0.02
13 11.22 1.78 3.17 0.28
4 6.46 -2.46 6.05 0.94
75

TOTAL 1.59
X2 = (O-E)2 / E = 1.59
(1) (2)
=2
Conclusion:

than
the table value of x2 (5.99) hence there is no significant
relationship
between level satisfaction and gender.
76

TABLE NO. 5.3

MARITAL STATUS AND SATISFACTION WITH REGARDING
THE CELL PHONE SERVICE PROVIDER
MARITAL
STATUS
TOTAL
HIGH MODERATE LOW
MARRIED 7 17 6 30
UNMARRIED 11 52 11 74
TOTAL 18 69 17 104
HO: There is no significant relationship between marital status

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
(1) (2)
=2
Conclusion:

than
relationship
between level satisfaction and marital status.

78

TABLE NO. 5.4

EDUCATIONAL QUALIFICATION AND SATISFACTION WITH
REGARDING THE CELL PHONE SERVICE PROVIDER
EDUCATIONAL
QUALIFICATION
HIGH MODERATE LOW TOTAL
UP TO HSC 6 4 18 28
GRADUATE 9 6 36 51
PROFESSIONAL 2 1 8 11
OTHERS 1 6 7 14
TOTAL 18 17 69 104
HO: There is no significant relationship between educational

qualification and level of satisfaction.
H1
: There is significant relationship between educational
qualification and level of satisfaction
O E O-E (O-E)2 (O-E)2/E
6 5.04 0.96 0.92 0.18
9 9.18 -0.18 0.03 0.00
2 1.98 0.02 0.00 0.00
1 2.52 -1.52 2.31 0.92
4 4.76 -0.76 0.58 0.12
6 8.67 -2.67 7.13 0.82
1 1.87 -0.87 0.76 0.40
6 2.38 3.62 13.10 5.51
18 19.32 -1.32 1.74 0.09
36 35.19 0.81 0.66 0.02
8 7.59 0.41 0.17 0.02
7 9.66 -2.66 7.08 0.73
TOTAL 8.09
79

X2 = (O-E)2 / E = 8.09
(3) (2)
=6
Conclusion:

than
relationship
between level satisfaction and educational qualification.
80

TABLE NO. 5.5

OCCUPATION AND SATISFACTION WITH REGARDING THE
CELL PHONE SERVICE PROVIDER
OCCUPATION LEVEL OF SATISFACTION HIGH MODERATE LOW
TOTAL
BUSINESS 3 9 4 16
PROFESSIONAL 0 2 0 2
EMPLOYEE 5 20 8 33
HOME MAKER 2 5 1 8
STUDENT 8 32 4 44
OTHERS 0 1 0 1
TOTAL 18 69 17 104
HO: There is no significant relationship between occupation

and level of satisfaction.
H1
: There is significant relationship between occupation
and level of satisfaction
O E O-E (O-E)2 (O-E)2/E
3 2.88 0.12 0.01 0.01
0 0.36 -0.36 0.13 0.36
5 5.94 -0.94 0.88 0.15
2 1.44 0.56 0.31 0.22
8 7.92 0.08 0.01 0.00
9 11.04 -2.04 4.16 0.38
2 1.38 0.62 0.38 0.28
20 22.77 -2.77 7.67 0.34
5 5.52 -0.52 0.27 0.05
32 30.36 1.64 2.69 0.09
4 2.72
0 0.34
8 5.61
1 1.36
4 7.48
TOTAL
1.28 1.64 0.60

-0.34 0.12 0.34
2.39 5.71 1.02
-0.36 0.13 0.10
-3.48 12.11 1.62
3.82
X2 = (O-E)2 / E = 3.82
81

(5) (2)
= 10
Conclusion:

than
relationship
between level satisfaction and occupation.
82

TABLE NO. 5.6

MONTHLY INCOME AND SATISFACTION WITH REGARDING
THE CELL PHONE SERVICE PROVIDER
MONTHLY INCOME LEVEL OF SATISFACTION HIGH MODERATE
LOW TOTAL
LESS THAN Rs.5000 4 27 1 32
Rs.5001 TO 10000 12 27 9 48
Rs.10001 TO 15000 1 10 1 12
ABOVE 15000 1 5 6 12
TOTAL 18 69 17 104
HO: There is no significant relationship between monthly

income
H1
: There is significant relationship between monthly income
O E O-E (O-E)2 (O-E)2/E

4 5.76 -1.76 3.10 0.54
12 8.64 3.36 11.29 1.31
1 2.16 -1.16 1.35 0.62
1 2.16 -1.16 1.35 0.62
27 22.08 4.92 24.21 1.10
27 33.12 -6.12 37.45 1.13
10 8.28 1.72 2.96 0.36
5 8.28 -3.28 10.76 1.30
1 5.44 -4.44 19.71 3.62
9 8.16 0.84 0.71 0.09
1 2.04 -1.04 1.08 0.53
6 2.04 3.96 15.68 7.69
TOTAL 11.21
X2 = (O-E)2 / E = 11.21
83


(3) (2)
=6
Conclusion:

than the table value of x2 (12.59) hence there is no
significant
relationship between level satisfaction and monthly income.
84

TABLE NO. 5.7

SERVICE PROVIDERS AND SATISFACTION
SERVICE
PROVIDERS
LEVEL OF SATISFACTION HIGH MODERATE LOW TOTAL
AIRCEL 3 18 2 23
AIRTEL 12 36 5 53
BSNL 0 3 1 4
RELIANCE 0 4 4 8
TATA INDICOM 0 1 2 3
VODAFONE 3 6 3 12
OTHERS 0 1 0 1
TOTAL 18 69 17 104
HO: There is no significant relationship between service

providers
H1
: There is significant relationship between service providers
O E O-E (O-E)2 (O-E)2/E
3 4.14 -1.14 1.30 0.31
12 9.54 2.46 6.05 0.63
0 0.72 -0.72 0.52 0.72
0 1.44 -1.44 2.07 1.44
0 0.54 -0.54 0.29 0.54
3 2.16 0.84 0.71 0.33
0 0.18 -0.18 0.03 0.00
18 15.87 2.13 4.54 0.29
36 36.57 -0.57 0.32 0.01
3 2.76 0.24 0.06 0.02
4 5.52 -1.52 2.31 0.42
1 2.07 -1.07 1.14 0.55
6 8.28 -2.28 5.20 0.63
1 0.69 0.31 0.10 0.00
2 3.91 -1.91 3.65 0.93
5 9.01 -4.01 16.08 1.78
1 0.68 0.32 0.10 0.15
4 1.36 2.64 6.97 5.12
2 0.51 1.49 2.22 4.35
3 2.04 0.96 0.92 0.45
0 0.17 -0.17 0.03 0.00
TOTAL 8.76
X2 = (O-E)2 / E = 8.76
85

(6) (2)
= 12
Conclusion:

than
relationship
between level satisfaction and service provider.
86

TABLE NO. 5.8

USE OF CELL PHONE AND SATISFACTION
PURPOSE
TOTAL
HIGH MODERATE LOW
BUSINESS 3 7 5 15
PERSONAL 15 62 12 89
TOTAL 18 69 17 104
HO: There is no significant relationship between use of cell

phone
H1
: There is significant relationship between use of cell phone
O E O-E (O-E)2 (O-E)2/E
3 2.70 0.30 0.09 0.03
15 16.02 -1.02 1.04 0.06
7. Most of the respondents visiting the stores are house

wives followed by employees.
8. Many of the respondents family monthly incomes fall
above Rs.9,000.
9. The family size of most of the respondents falls within 3
4 members.
10. Most of the respondents are purchasing products from
departmental stores followed by the shops / market.
11. Most of the respondents are visiting the Kannan
departmental stores.
12. A majority of the respondents prefer the departmental
stores for
a. More quality
b. Less cost
c. Convenient
13. Most of the respondents are visiting the departmental
stores more than 3 years.
92

14. A majority of the respondents visiting the store and

purchase fruits and vegetables, provisions and groceries,
cosmetic products, health care products and stationary
products.
15. A majority of the respondents are getting immediate
rectification from the damages.
16. Most of the respondents are always getting the free door
delivery service.
17. Most of the respondents are getting both tow-wheeler
and four wheeler parking facility.
18. A majority of the respondents are highly satisfied with
the customer cared service rendered at the stores.
19. More than 75% of the respondents are satisfied with the
products purchased from departmental stores.
20. Major reasons for not satisfying are no bargaining and
more cost.
21. More than 50% of the respondents are raving no
difficulty in buying the product.
94

SUGGESTIONS:
Based on the findings, the following suggestions have been
recommended to improve the sales and functioning at the
store.
1.
97

A STUDY ON CUSTOMER SATISFACTION TOWARDS

DEPARTMENTAL STORED IN COIMBATORE
1. Name :
2. Age :
a) Below 20 years c) 31-40 yeas
b) 21- 30 years d)Above 40 years
3. Sex : Male / Female
4. Marital status : Married / Unmarried
5. Educational qualification
a) School level c) PG
b) Degree /Diploma 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 e) Stationery products
c) Cosmetic product 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 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. Is there any difficulty in buying the products through
departmental
stores?
a) Yes b) no
If yes give the reason
a) Time Consuming
b) Too much formalities
c) Delay in receiving the products
d) 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 A Rvs

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

A Study On Customer Satisfaction Towards A Rvs

Uploaded by

Copyright:

Available Formats

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

Under these circumstances a study has been conducted to

channel, are used to provide consumer with a convenient

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

What are the reasons for their purchase at a departmental

store attracts people, the way in which products are visited

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

c. OBJECTIVES OF THE STUDY

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

samples have been collected for the study.

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

h. LIMITATION OF THE STUDY

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

store, their features and advantages taken for the study.

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

I.1. CONSUMER BEHAVIOUR

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

Thus, the chief characteristics of buyer behaviour are:

satisfaction from them.

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

external forces and influences interact in highly complex

I.3. PROBLEM RECOGNITION

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

4. Experimental source - Examining, using and handling the

alternatives available in the market on the basis of certain

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

I.7. POST PURCHASE BEHAVIOUR

programs for their target markets.

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

II.1. FACTORS THAT INFLUENCE BUYER BEHAVIOUR

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

II.3. SOCIAL FACTORS

This includes groups of friends, family members,

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

These are the groups to which a person would like to

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

II.4. PERSONAL FACTORS

are age related.

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

main aspect in the study of human behaviour. Buying

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

Table No. 3.1

respondents. More than one-third (46%) of the

Table No. 3.2

Table No. 3.3

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

Table No. 3.4

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

Table No. 3.5

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

Table No. 3.6

monthly income of above Rs.9,000, 32% of the

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

Table No. 3.7

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,