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“TO DEVELOP AND DESIGN ACTIVITIES FOR

PARENTS TO IMPROVE CUSTOMER


SATISFACTION IN KIDZANIA DELHI NCR”

(Submitted in partial fulfilment of the requirements for PGDM)

By

Name of Student Antra Kumari Gupta

Roll No. DM1719009

Batch of 2017-19

ACCURATE INSTITUTE OF MANAGEMENT & TECHNOLOGY

PLOT NO 49, Knowledge Park 3, GREATER NOIDA-201306 (UP)

July 2018

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SUMMER TRAINING COMPLETION CERTIFICATE

This is to certify that Ms. Antra Kumari Gupta student of PGDM of Accurate Institute of
Management &Technology , Greater Noida, has undertaken the project titled “ To develop and
design activities for parents to improve customer satisfaction in KidZania Delhi NCR ”at
KidZania Delhi Ncr from 22nd may 2018 to 22nd July 2017 and has completed the project
successfully.

I wish him/her a success in all her future career endeavours.

Industry Guide

Name: Mr. Ananat Rastogi

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CERTIFICATE OF ORIGINALITY

I Antra Kumari Gupta Roll No DM1719009 of Batch 2017-19, is a fulltime bona fide student
of first year of PGDM Program of Accurate Institute of Management & Technology, Greater
Noida. I hereby certify that this project work carried out by me at KidZania Delhi NCR the
report submitted in partial fulfilment of the requirements of the program is an original work
of mine under the guidance of the industry mentor Mr. Ananat Rastogi and the faculty mentor
Dr. Gaurav Saxena and is not based or reproduced from any existing work of any other
person or on any earlier work undertaken at any other time or for any other purpose, and has
not been submitted anywhere else at any time

Antra Kumari Gupta

(Student's Signature)

Date: 24th Oct 2018

Dr. Gaurav Saxena

(Faculty Mentor's Name & Signature)

Date: 24th Oct 2018

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ACKNOWLEDGEMENT

The internship opportunity I had with KidZania was a great chance for learning and
professional development. Therefore, I consider myself as a very lucky individual as I was
provided with an opportunity to be a part of it. I am also grateful for having a chance to meet
so many wonderful people and professionals who led me though this internship period.

Bearing in mind previous I am using this opportunity to express my deepest gratitude and
special thanks to Mr. Ananat Rastogi Sir who in spite of being extraordinarily busy with his
duties, took time out to hear, guide and keep me on the correct path and allowing me to carry
out my project at their esteemed organization and extending during the training.

I express my deepest thanks Mr. Mehfooz Ansari Sir, for taking part in useful decision &
giving necessary advices and guidance and arranged all facilities to make life easier. I choose
this moment to acknowledge his contribution gratefully.

It is my radiant sentiment to place on record my best regards, deepest sense of gratitude to


Dr. Gaurav Saxena sir for their careful and precious guidance which were extremely valuable
for my study both theoretically and practically.

I perceive as this opportunity as a big milestone in my career development. I will strive to use
gained skills and knowledge in the best possible way, and I will continue to work on their
improvement, in order to attain desired career objectives. Hope to continue cooperation with
all of you in the future.

Sincerely,

Antra Kumari Gupta


DM1719009
PGDM2017-19

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Serial Topic Page No.
No.

1 Executive Summary

2 Chapter 1 Introduction

3 Chapter 2 Literature

4 Chapter 3 Research Method

5 Chapter 4 Finding and


Analysis

6 Chapter 5 Conclusion and


Recommendation

7 Annexure

8 Bibliography

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The present business scenario is totally customer oriented. Each company faces stiff
competition from its competitors, each provides the best services at competitive rates. As a
result customer has a lot of choices to get the best with least cost. To face this competition, it
is very important to know customer’s satisfaction towards the service being provided.

This project is aimed at understanding the level of customer satisfaction adopted by Kidzania
Delhi NCR and its impact on the perception of customers.

Research has showed that it is a far more costly to win a new customer than it is to maintain
an existing one, and there is no better way to retain a customer than to exceed his
expectations. For this purpose it is essential to know the level of customer satisfaction. The
focus of my research was the measurement of customer satisfaction level for the services
provided by KidZania. My job was to collect the feedback from the distributors and also to
get their suggestions for designing activities for them. There can be no better opportunity to
interact with the external as well as the internal customers of the organization. Finally the
results of the research verify the fact that keeping the customer satisfied is the best strategies
to not only retain the existing customers but also to expand the business to new horizons.

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INTRODUCTION

Introduction chapter contains

1.1Introduction about the study


1.2 History and overview of the company
1.3Importance and the relevance of the study

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1.1 INTRODUCTION
KidZania is a privately held Mexican chain of indoor family entertainment centers currently
operating in 24 locations worldwide, allowing children to role play adult jobs and earn
currency. KidZania has received more than 68 million visitors since its opening, making it
one of the fastest growing global edutainment brands in the world.

KidZania is a safe, unique, and interactive indoor theme park that empowers inspires &
educates kids through real-life role-playing activities. Built like a city, it is complete with
paved roads, battery operated cars, buildings, a functioning economy & its own currency. By
blending reality with entertainment, it provides an authentic and powerful developmental
platform where kids can discover, explore and learn about the real world.

KidZania is a rich learning environment where kids foster their autonomy, creativity, and
decision-making skills, problem-solving and social values. There are no RIDES & VIDEO
GAMES!

The realism of the role-play helps children learn about different careers, work and know how
to manage money. Each activity experience is designed by Educationalists, Play Experts &
Child Physiologists to aid and boost different behavioural skills and values in a child.
KidZania represents industries present in the real world like private services, public services,
entertainment, airline, automobile, retail, restaurants and factories where children can play
the role of a Pilot, Surgeon, Detective, Chef, Engineer, TV Producer, Radio Jockey, and
much more from over 100 role-playing activities.

KidZania is one of the most progressive family entertainment concepts in the world today
with presence across 24 cities in 19 countries. These include multiple locations in Americas,
Europe, Japan, Korea, Middle East and Asia.

In every KidZania city Fun and learning are combined so that children get ready for a better
world.

All activities at KidZania are designed with an experiential learning process in


mind, channelled through role-play activities that seamlessly combine learning and
entertainment. As Aristotle once said, “for the things we have to learn before we can do them,
we learn by doing them.”

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KidZania has its own functional economy just like any other nation, around which the
experience of KidZania lies. Throughout the journey of KidZania, kids learn to earn, spend
and save kidZos, thus better understanding various aspects of financial literacy.

1.2 History and Overview of the company


Every KidZania is themed as a child-sized replica of a real city, including buildings, shops
and theatres, as well as vehicles and pedestrians moving along its streets. In this city, children
aged 4 through 16, work in branded activities from bottling Coca-Cola, working in a Crest-
sponsored dentist office, working at a Dunkin donates restaurant, painting with Camel do
Norte washing hands with P&G Safeguard soap, and using airline tickets from American
Airlines, Fly Dubai and Saudi

The children earn kidZos (KidZania currency) while performing the tasks, and the money is
kept in the KidZania bank for children to spend at the gift shop and on KidZania activities.
Inside every KidZania facility around the world, children wear electronic bracelets that allow
parents to keep track of their kids remotely.

The blending of marketing has led The Morning News to dub KidZania as
"advertainmentstating "there is little that's pretend, and the play revolves around following
instructions from the adult Zupervisors." Children also make up the governance of KidZania,
with a 14-member group.

Bollywood actor ShahRukh Khan owns a 26% share in KidZania India and helps promote the
brand in India.

The story of KidZania begins as all great stories begin, with idealistic passion and an unshakable
spirit, fostered by the common desire to create a better world.

It was time to do something and the children did it! The story of KidZania begins like all the
great stories: an idealistic passion and a strong spirit, driven by the desire to create something
better.

Inspiration
It happened little by little, in the minds of children all over the world. They were inspired to
see that things were not going so well and did not seem to improve soon. With inefficient
governments, unequal societies, waste of resources and increasing violence, it seemed that
children were going to inherit an unrealistic world.

A Spirit Is Born
The birth of this idea was the result of many sharing a similar thought, much more a state of
mind than a physical place. It was the collective thinking of children around the world

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imagining something better that led to their creation. Regardless of race, religion, or culture,
the spirit of his idea transcended geography to take root in a utopian vision of what a perfect
world would look like if everything worked well. It would be a world full of opportunities
where children could assert themselves and be responsible.

It would be a world full of possibilities to share ideas and gain knowledge. It would be a
world where children could think and act independently of adults. What the children aimed
for was to perfect the real world, making it "the place" where children would like to be.

It is obvious that a world like this requires a high degree of readiness and a solid foundation
for success. To really create a functional, highly stimulating place, children need to be well-
equipped and very determined. They need to improve their skills, expand their knowledge
and gain experience. Experience is fundamental, all kinds of experience in every type of
profession and with all kinds of technology imaginable. If children should be ready to apply
their ideas, once they enter the adult world at 16 years of age, training and experimentation
would be essential to realize their plans. But first, they had to identify what was really
important to them and start enforcing those rights.

Defining Rights
Making the world a better place is a grand idea, but children also knew that it would be the
way to self-empowerment. Their ideas would lead them to turn their dreams into actions and
effect the changes they aimed at. It would also give children the power to exercise their
rights, which have been defined as being essential to the principles and purpose of their
belief. Like pointers to a compass, these rights would guide children to achieve their goals.

TO BE: The power of self-determination, of being unique and free in harmony with
humanity. This right is based on the eternal idea of freedom: the power to act, to speak and to
think without hindrance or barriers.

TO KNOW: The ability to be curious and experimental in neither his own education. This
right requires open access and an open mind to gain knowledge and experience, challenging
each to always question the status quo.

TO CREATE: The ability to be innovative, to invent new things. This right calls for the
discovery of original insights to create effective and valuable projects; the initiative of new
solutions to the problems of humanity with original and useful thoughts.

TO SHARE: The benefit of being generous and considerate with yourself and others. This
right fosters the belief of a strong ethic, a will to collaborate, to work together in ways rarely
imagined; form a spirit based on sharing.

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TO CARE: The responsibility of being supportive and proactive with the environment. This
right is essentially a commitment to awareness and engagement with the well-being and
protection of the natural world.

TO PLAY: The ability to be playful and actively participate in life. This right is rooted in the
timeless desire to relax and enjoy life; dedicate energy and time to make life a fun and
rewarding journey.

Inalienable and timeless: these rights are more than rights; are the foundations for preparing
us for the real world and achieving happiness. In defining their rights, the children took an
important step in expressing their vision. Then they would need to reach children all over the
world. It was time to act.

The Nation Gets A Name: KidZania


After some consideration and discussion, the children chose the name of their nation:
KidZania. The name can be translated as: the land of legal children. This made sense to the
children because they wanted their nation to have everything to do with children. A name like
KidZania captured the spirit and purpose of their nation and identified them as a country. It
was perfect; the KidZania Nation was a country with children from all over the world.

Origin of the name KidZania according to the Dictionary


The etymology of the name KidZania was created by combining the word "kid" which is the
abbreviation of the German "kinder" which means "children", with the Latin suffix "ania"
meaning "land of" and the letter "z" that unites the two meanings with a fun style. So the
name KidZania was perfect for its meaning: "Earth of children good vibes."

A city is founded
You had to create a special place and now you would found a city! Because cities are the
places where people live, interact, work, make friends and share ideas.

The children needed their city to allow them to work in real professions with a real economy,
and to do it as if they were adults.

The first city KidZania was founded in Santa Fe in Mexico City, on September 1, 1999, now
the nation's capital of children, and that date is commemorated on the Day of the
Foundation. This tradition is repeated every time a new KidZania city is founded.

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A government is established
Now a governance structure similar to the real world was needed. This system would be
made up of "States" in different parts of the world and could include one or more KidZania
cities. And the States would be united by the same government with two branches: a
legislative body of children and an administrative body of adults.

The Guardians of Rights


The KidZania story has created five notable characters: the Urbano adventurer, the creative
Beebop, the considerate Chika, the careful Vita and the amusing Bache, his pet dog.

Acting as physical reminders of the rights that form the basis of the nation, "Keepers of
Rights" represent KidZania's most important values. They are the most illustrious residents of
the city. A trip to KidZania should include a visit to the important monuments that have
eternalized them. To better enjoy your visit, here are some interesting facts about each of the
characters.

These characters represent the ideals that form the reason for the existence of this
nation. KidZania's most important Rights Keepers are: being, knowing, creating, sharing,
caring and playing. Together they offer a wide scope of diversity, characteristics, tastes and
profiles, which makes them easily recognizable.

Urbano represents the infrastructure aspect of KidZania, Beebop symbolizes its artistic phase,
Chika characterizes its tendencies, Vita embodies the preservation of nature and Bache shows
the prospect of fun.

THE KIDZANIA CONCEPT


Kidzania is a safe, unique, and interactive indoor theme park that empowers inspires &
educates kids through real-life role-playing activities.

Built like a city, it is complete with paved roads, battery operated cars, buildings, a
functioning economy & its own currency. By blending reality with entertainment, it provides
an authentic and powerful developmental platform where kids can discover, explore and learn
about the real world.

Our city is a rich learning environment where kids foster their autonomy, creativity, decision-
making skills, problem-solving and social values. There are no RIDES & VIDEO GAMES!

The realism of the role-play helps children learn about different careers, work and know how
to manage money. Each activity experience is designed by Educationalists, Play Experts &
Child Physiologists to aid and boost different behavioural skills and values in a child

Kidzania represents industries present in the real world like private services, public services,
entertainment, airline, automobile, retail, restaurants and factories where children can play

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the role of a Pilot, Surgeon, Detective, Chef, Engineer, TV Producer, Radio Jockey, and
much more from over 100 role-playing activities.

Kidzania is one of the most progressive family entertainment concepts in the world today
with presence across 24 cities in 19 countries. These include multiple locations in Americas,
Europe, Japan, Korea, Middle East and Asia.

In every KidZania city fun and learning are combined so that children get ready for a better
world.

ROLE PLAY AT KIDZANIA


Role-playing is a timeless and universal childhood activity across the globe. It is an
embedded behaviour in all children and is an essential ingredient in the KidZania experience.
Role-playing is fun – and has very positive learning, psychological and motivational
benefits.

At KidZania, children have the opportunity of having real-world experiences while assuming
the role of firemen, construction worker, police officer, and fashion designer, among others.

ROLE PLAY ACTIVITIES

All activities at KidZania are designed with an experiential learning process in


mind, channelled through role-play activities that seamlessly combine learning and
entertainment. As Aristotle once said, “for the things we have to learn before we can do them,
we learn by doing them.”

KidZania Delhi NCR offers 100+ role-playing activities in over 65 establishments. These
activities include an introduction to aviation, animation, acting, engineering, medical sciences
among others. A university inside KidZania encourages kids to invest in education to sharpen
their skills.

Since Experiential Learning involves learning from direct experience or “doing” rather than
listening or memorizing facts, it’s strongly linked to Kidzania’s concept, supported by this
relevant quote from Xun Kuang: “Tell me and I forget, teach me and I may remember,
involve me and I learn.”

BENEFITS OF ROLE-PLAY

Role-play is a form of Experiential Learning and an effective learning tool that encourages
children to become active participants. Children are free to explore the city on their own, put
themselves in someone else’s shoes, wear costumes, use props, communicate and make
decisions.

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Child development experts believe that learning from role-playing has far more impact on
children than traditional learning methods like doing exercise sheets. Through role-play,
children make discoveries and conduct experiments with first-hand knowledge, rather than
hearing or reading about others’ experiences.

Role-playing helps develop the following core skills:

Cognitive

Psychomotor

Social

Emotional

Language

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1.3 Importance and the relevance of the study
The two month project Training is very important for a student of PGDM. This type of study
gives some practical knowledge to PGDM students and practical knowledge is more useful
than theoretical knowledge for any one.

There is no certain formula for any particular problem but the aim of this study is to develop
the ability of decision – making. A right decision at the right time itself helps an organization
to run smoothly.

The training in any organization gives us an idea of different marketing activities and many
emphases is given on “Promotional Activities Aspect” and also it is seen how business is
taken tactfully when any problem comes to an executive. The way of problem solving, right
decision making and knowledge of different types of marketing activities gives much
importance to this study. Though only in 2 months, it was not possible to understand it so
deeply but overall ideas would be developed.

The survey was conducted on a study of adult activities currently available in KidZania
Delhi-NCR.

This study was done in KidZania Delhi Ncr. The geographical slope of my survey was
limited to Delhi-NCR. Study aims at relationship between Company Executives & customer.

The samples of 100 respondents were taken to represent customer satisfaction towards adult
activities in KidZania. The validity of the findings of this survey is limited to the period
during which the field survey was conducted i.e., two months during 22nd of May to 22nd July
2018.

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Activities for Adult
There's something for visitors of all ages at KidZania Delhi NCR. Research shows that kids
are more engaged in activities and likely to succeed in them when their families are involved
in the process. We at KidZania, encourage such parental involvement in a child's learning
process through the many role-playing adventures available in our indoor theme park.

Every establishment is either open-fronted or has large viewing windows for you to watch
your children having fun. As KidZania is predominantly an experience for children, adults
are not allowed to enter most of the activities. However, we can’t leave the adults out of all
the fun. Beginning with a 'parents only' lounge and free wi-fi access to a number of specially
curated activities that adults and their kids can enjoy together.

Parent's Lounge
Need a special place to relax and unwind? Visit the Pepperfry Parent's Lounge, a specially
designated area only for adults where you could simply sit and watch TV, browse
the internet, play games or chill and converse over coffee.

The lounge is designed with ample space and complete comfort in mind. Multiple seating
options and comfortable couches make your time here pleasant. A foosball table and pool
table ensure that parents too can have their share of fun at KidZania Delhi NCR. The well-lit
lounge also makes for a great place to read your favourite books or spend time online. Not in
the mood for much activity? Cozy up with a cup of coffee or enjoy delicious food while you
spend time in the lounge.

To top it all off, the kids are never too far away thanks to the kiosks in the lounge. Simply
scan your RFID bracelet and track your kid's activity in the comfort of the Pepperfry Parent's
Lounge at KidZania.

Role-playing Activities
1. NEXA Car Showroom
Role-play as an Auditor or Customer, test the skills of the Car Sales Executive and give an
approval to the Showroom Manager. Here you can be involved hands-on in your child's
process of understanding the activity, attempting to sell the vehicle and the sense of
achievement they feel on completion.

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2. Amity University
While your child earns a degree or role-plays as a Teacher, parents have the opportunity to
act as a Guide at this establishment. And, who can do without a Guide. Guide your kids
through academics here. Who knows? You might pick up a thing or two to include in their
study routine.

3. KidZania Police Department


Adults can patrol the theme park alongside their kids as Officers. Role-playing here parents
can walk side-by-side and enjoy the learning experience that their child receives as a Police
Officer up close.

4. Shiamak's Dance Academy


Join the fun at Shiamak's Dance Academy and learn a new dance routine with the kids.
What's more? You get to show your skills and perform on stage at the Theatre in KidZania.

5. Furtado's School of Music


Play a music instrument or sing by the side of your young rockstar. Perform on stage and
make family memories to last a lifetime, any day of the week.

6. Bajaj Electricals Ltd. Culinary School


Role-play as Chefs alongside your kids and create delicious, new dishes that you can share
afterwards. Sounds exciting, doesn't it?

7. Bollywood Acting Academy


Visit the Bollywood Acting Academy and get ready to be the next superstar. You and your
kid/s can practice a skit and enact it on stage as part of your experience at the Acting
Academy. Always wanted to be a star? Here's your chance.

8. DHL Express Delivery Service


Become your kid's Delivery Partner and navigate the park effectively to deliver important
parcels on time.

9. Toonz Animation Studio


Become an Animator with your kid and support them as they work in a team to make their
very first stop-motion animated film. In this activity, your kid can script, storyboard and
animate while you guide them through the process.

10. Disco Lounge


Be a part of the party and dance to the tunes of a young DJ here.

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11. Archaeological Site
Go on an archaeological expedition and explore the remains of an ancient civilization. Be
part of an archaeological excavation and exploration project with young Archaeologists and
Paleontologists.

12. The Stock Exchange & More powered by L&T Mutual Fund
Invest and guide your kids through the process of buying and selling stocks here.

Participate as a Spectator
1.Big Bazaar Supermarket
2. Colors TV Studio
3. adidas Stadium
4. Theatre
5. Aviation Academy
6. Courthouse (Supreme Court)

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Literature Review

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The paper begins by reviewing the literature on customer satisfaction and consumer
engagement. It then discusses the methodology and main findings of a survey administered to
a sample of 100 adult visitors. The findings are discussed in the light of the previous
literature highlighting implications for practitioners and suggestions are made for further
research.

Edutainment is a growing business in our country and it is precisely to study the service
value and satisfaction to learn about customers behaviours. The purpose of this study is to
identify antecedents of service value and satisfaction and determine the relationship and
which antecedents are most influential on value and satisfaction. The results of this study are
supported that overall service marketing mix and service quality have a positive and
significant relationship between service value and service satisfaction. Meanwhile, the most
influential antecedents on values are the physical evidence and service quality, for service
satisfaction is the service quality. Our research suggests that the edutainment marketing
managers should create an effective service marketing mix strategies which leads to customer
perceived quality, perceived value as well as perceived satisfaction.

Since the past decades, customer value and customer satisfaction are interesting issues
that discussed by marketing scholars. Today’s business competitive dynamic, service
firms‟ are pursuing for the service revolutionary to increase the value in order to attract
and deliver satisfaction to the customer which led for company’s profits (Shaw and
Ivins, 2002).
Customer satisfaction concept is the main concern of the marketing strategy which
playing a crucial role in marketing activity output like purchasing and consumption
process (Ahmet and Ertan, 2010). Satisfaction or dissatisfaction is fabricated on their
previous experiences that comparing the outcome with what he or she expected (Oliver,
1981). While, customer perceived value is an ultimate goal and to ensure a fruitful
purchase exchange transactions (Holbrook, 1994).
Customer satisfaction is achieved when the superior customer value is delivered by
the service providers. While, superior performance is in turn of providing superior
customer value (Slater, 1997). Indeed, value and satisfaction are highly connected to the
marketing relationship, repurchase intension, and market share (Patterson and Spreng,
1997). Furthermore, the link between service quality and customer satisfaction is another
concern of the marketing strategy for success and survival in the dynamic competitive

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RESEARCH METHODOLY
This Chapter Contains

3.1Research Problem
3.2 Research Methodology
3.2.1 Research objective
3.2.2 Hypothesis of the project
3.2.3 Limitation of the Project
3.2.4 Research design
3.2.5 Sampling design
3.2.6 Data collection
3.3 Rationale of the study

3.3 Rationale of the study

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3.1 Research Problem:

DATA COLLECTION:-
Data’s were collected in the questionnaire format not on a particular date but taking into
consideration weekends. I have collected data at KidZania Delhi NCR by different methods
like questionnaire, observing their activities, and normal talking with them.

SAMPLE DESIGN:-

The following question involves sampling


1. Should we take a census or a sample?
2. What kind of sample should we take?
3. What size should the sample be?
Steps in sample planning
Define Census vs. Sample
Sample size
Estimate cost of sampling
Execute sampling process
Operationally, sample design is the heart of sample planning. Specification of sample design
which includes the method of selecting individual members, involves both theoretical and
practical (e.g., cost, time, labour involved, and organization) considerations.

3.2 Research Methodology:

A research methodology is the specification of methods and procedures for acquiring the
information needed to structure or to solve problems. It is the overall operational pattern or
frame work of the project that stipulates what information is to be collected from which
sources, and by what procedures. If it is a good design it will ensure that the information
obtained is relevant to the research problem and that it was collected by objective and
economical procedures. A research design might be described as a series of advance
decisions that, taken together, from a specific master plan of model for the conduct of the
investigation. Although research designs may be classified by many criteria, the most useful
one concerns the major purpose of the investigation. The major purposes of exploratory

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studies are the identification of problems, the more precise formulation of problems
(Including the identification of relevant variables), and the formulation of new alternative
courses of action. An exploratory study is often the first in the series of projects that
culminate in one concerned with the drawing of inferences that are used as the basis of
management action. That is, an exploratory study is often used as an introductory phase of a
larger study and results are used in developing specific techniques for the larger study.
Secondary sources of information, as used in the section, are the rough equivalent of the
“Literature” on the subject.
Research methodology is a way to systematically solve the research problem. Information
can be collected from only a part of population. It is possible for the researcher to collect
more elaborate information from the few sampling units in Delhi

3.2.1 OBJECTIVES OF STUDY

Primary Objective

 To study current parent activities in KidZania to improve customer satisfaction.


 To develop and modify activities for parents for improving customer satisfaction.

3.2.2 Hypothesis of the study


H0: There is no improvement in customer satisfaction while developing activities for
adult in KidZania Delhi NCR
H1: There is an improvement in customer satisfaction while developing activities for
adult in KidZania Delhi NCR.
H0: There is no improvement in customer satisfaction while designing activities for
adult in KidZania Delhi NCR.
H2: There is an improvement in customer satisfaction while designing activities for adult
KidZania Delhi NCR.

3.2.3 Scope of the project


 The research work was conducted in KidZania Delhi-NCR, conveniently selecting
100 adults. The study was done with the aim of understanding their satisfaction
towards activities available for them.

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 The result of the study will help the company to identify the satisfaction level of the
customers and demand on various benefits provided and promotional activities
adopted by the company.
 The result of the study will help the company to identify the areas where the company
should focus in order to increase their customer base.
 The result of the study will help the company to bring out with a new plan and
promotional activity which will create a new customer base for the company.

3.2.4 Limitation of the project

A project is a work that an executive or the personnel does by their efforts in research. There
are many advantages that we can easily find and recommend in the company but like all
projects this project also have some limitations, such as:-

 Personal interview: - It consists few questions and answer session, so most of the
people avoid it and that’s why we get little wrong response in the questionnaire.
 Field survey: - This method is also a key factor, but generally to that place where it
has been done, because the result varies when we change the area.
 Questionnaire: - Because of the busy schedule and fast life of theof the respondents,
most of them do not give what is needed, so that affects the result as well as analysis.
 Secondary sources: Such as company data makes in favour of the company, so
problem occurs.
The survey suffers from following limitations also:-

1. A sample size of 100 respondents was too small for it. But time & money did
not allow researcher to have a large sample. And also to manage a large
sample would also be difficult by Researcher alone.
2. Duration of study is also limited for further intensive study.
3. Most stress was given on primary data.

The results of the survey are based upon crucial assumption Like:-

a. The respondents know the right answer to the question put to then.
b. They are willing to give the right answer.

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It is very difficult to influence and get right answer from new customer. Only these findings
may not have much relevance in other regions of different from rest of the country.

All the conclusions suggestions & recommendations will be made in the feedback obtained
from the survey on the basis of responses given by the respondents.

3.2.5 Research Design:

 The researcher prepared research design that states the conceptual structure within which
the study should be conducted and the studies descriptive in nature. The researcher used
descriptive study to describe level of customer satisfaction from the activities available
for them in KidZania.

3.2.6 Sampling Design:

 According to Crisp the fundamental idea of sampling is that, “If a small number of
items or a whole (called a universe or population) the sample will tend to have the same
characteristics and to have them in approximately the same proportion as the universe.
 Sampling is an essential part of all scientific procedures. The researcher collected and
summarized the data more quickly through sampling. Sampling gives the researcher
scope for collecting more accurate information.

Sampling Unit:
 The researcher selected the sampling unit as respondents who are regular or new
visitor of KidZania.

Sample Size:
 The researcher has taken 100 as the sample size for collecting accurate information
and the researcher feels that it is large enough to depict the universe.

Sampling Method:
 It is quite impossible to talk one and all or to collect the information from the whole
visitors. Therefore the researcher has adopted the non probability sampling method.
Under this method the sampling units are selected according to the convenience of the
researcher.

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3.2.7 Data collection:
 The researcher collected only primary data from the frequent visitors and new visitors
and regular visitors.

PRIMARY DATA:
 The data collected for a purpose or for a particular problem in original known as
primary data. The researcher adopted various methods to obtain the first hand
information. The visitors are considered a main source of information as they can
furnish important and original information.
SECONDARY DATA:
 Secondary data means data that are already available researcher collected data from
the published sources. The various sources for obtaining secondary data are internet
and libraries.

METHOD OF DATA COLLECTION:


 As survey is best suited for descriptive research the researcher gathered information
directly from individual respondents through personal interviews and questionnaire
methods. The interview is structured where the researcher asked questions in a
sequence and prescribed manner. Therefore the researcher to learns about the
respondent’s satisfaction from activities and there is lesser degree of inaccuracy in
survey method.

QUESTIONNARIE
 The researcher collected the primary data through an effective tool known as
questionnaire. It consists of fifteen questions printed in a definite order and the
researcher followed the prescribed sequence of these fifteen specific questions and it
is referred to as structured. The structured questionnaire consists of both open-ended
and close-ended type questions. The researcher used the main tool “Questionnaire so
that easy comparison is possible because of same questions to the respondents

26
SURVEY METHOD:
 Survey method helps in finding out information on attitudes, feelings, beliefs, past
and intended behaviors, knowledge, personal characteristics and on the descriptive
items. They also provide evidence of association. This has been found to be the
appropriate methodology for these reasons and therefore is chosen for the purpose of
this research.

BRIELY:
The methodology that been adopted during project report on develop and design
activities for adults are mainly based on the following procedure:

1) Survey

2) Observation

1. Survey Methods:

Under this method a questionnaire was prepared and handed over to about 50 (fifty)
respondents who were given liberty to fill the questionnaire as they feel. The questions were
mainly related with the problem existing in marketing where the respondent has to just
indicate their preference. In the case of survey, I normally opted for Random Sampling.

2. Observation Method:

Under this method of marketing research, I personally contacted the visitors, who
are regular and new visitor and tried to observe their actions or reactions on spot itself while
dealing with customers. I just watched their satisfaction level and need of more activities for
them. Under this method I observed their behaviour.

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Findings and Analysis

28
Table 1: Regular visitor

Response %

Yes 78

No 22

% visitors

NO
22%

YES
78%

Figure no. 1

Interpretation: In my study 78% were the regular visitor of the KidZania only 22% were the
new and some are visitors who visits only few times.

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Table 2 : Frequency of visiting

Category %

Once in a month 35

Once in a while 25

Every Sunday 30

First time Visit 10

Frequency of visiting
40
35
30
25
20
Frequency of visiting
15
10
5
0
Once in a once in a while every Sunday First time visit
month

Figure no. 2

Interpretation: 35% of the visitor visits KidZania once in a month while only 10% said it was
their first visit to KidZania. The reason may be not knowing about the place.

30
Table 3: Satisfaction level with adult activities

Category %
Satisfied 35
Neutral 20
Dissatisfied 40
Highly Satisfied 5

% of satisfaction
Satisfied Neutral Disatisfied Highly satisfied

5%

35%

40%

20%

Interpretation: 40% of adult visitors were not satisfied with the adult activities present there,
the reason is they don’t enjoy those activities. As there were limited activities for them and
they seems boring to them. Only 35% of visitors were satisfied with activities for them.

Table 4: Time spend in KidZania

Category % Response

3 hours 10%

6 hours 55%

Full day 30%

Not specified 5%

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Time Spend
60%
50%
40%
30%
Time Spend
20%
10%
0%
3 Hours 6 Hours Full Day Not Specified

Table no. 5

Are you willing to pay extra for adult activities?

Response %age of response

Yes 20

No 70

May be 10

32
Respondent %

10%
20%
Yes
No
May be

70%

Figure no. 5

Interpretation: As the ticket for the adults is already high, so while asking adults if they will
pay extra for the added activities for them 70% of the respondent is in favour of this while
only 20% are in favour of paying extra charges and 10% of the respondents are not sure about
this.

Table no. 6

Add-ons activities do you want in KidZania

Activities % of response
Virtual Reality 55
Relaxation Chair 20
Bowling 15
Other 10

33
% of Response

10%

15% Virtual Reality


Relaxation Chair
Bowling
55%
Other
20%

Figure no. 6

Interpretation: As virtual reality was introduced in summer specially and foot fall of adults
was high and liked by all so 55% of adults want it to be permanent activity and bowling and
relaxation chair can also introduced for adults.

Table no. 7

Satisfaction for the price charged

Response % of response

Satisfied 27%

Dissatisfied 52%

Highly Satisfied 5%

Neutral 16%

34
% of response

16%
27%
5% Satisfied
Dissatisfied
Highly Satisfied
Neutral

52%

Figure No. 7

Interpretation: While talking to the adults about price being charged from them are they really
satisfied with it or not 52% of the respondent are not satisfied with the ticket price of the
adults, only 27% of respondent are satisfied.

Table no. 8

Satisfaction level from the service provided

Response %age response

Satisfied 47%

Neutral 20%

Highly Satisfied 10%

Dissatisfied 23%

35
%age Response

23%

Satisfied
47% Neutral

10% Highly Satisfied


Dissatisfied

20%

Figure No. 8

Interpretation: 47% of visitors are satisfied form the service being provided. The reason
behind dissatisfaction is lack of understanding the map provided, kiosk machine not working
properly and waiting time for doing the activity.

Table no. 9

Will you suggest your friends, colleagues, relative to visit KidZania

Response %age of Response

Yes 60%

No 20%

Maybe 20%

36
%age of Response

20%

Yes
No

20% May be
60%

Figure No. 9

10. Satisfaction level as being a KidZanian

Highly
Category Satisfied Neutral Dissatisfied
Satisfied

Price 15 37 40 8
35 40 17 18
Ambience
15 30 55 -
Discounts
22 55 16 7
Gifts

37
Chart Title
60

50

40
Highly Satisfied

30 Satisfied
Neutral
20 Dissatisfied

10

0
Price Ambience Discounts Gifts

Interpretation: Reasons for satisfaction of the visitors depend upon the services being
provided to them and their children. They are highly satisfied with the activities which their
children does in KidZania as through these activities they come to know about their future
challenges and area of interest.

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Conclusion and Recommendation

5.1 Findings
5.2Suggestions
5.3Conclusion

39
5.1 FINDINGS OF THE STUDY:-
 78% of the observers were the regular visitor.

 60% of the visitors will recommend the relative friends to visit KidZania.

 Only 35% of visitors were satisfied with the adult’s activities.

 47% of adult visitors are satisfied with the services being provided.

 55% of visitors want Virtual reality to be a part of adult activity because at the time of
summer it was a part of adult activity and liked by almost all of the adults so they
want it to be add ons for adult. Bowling and relaxation chair can also be introduced fo
them.

 70% of the adult are not willing to pay extra charges for the adult activities because
they feel that the prices are already high for adult ticket.

 Although all existing activities are not bad but according to my observation of adult
they don’t like those activities and not feel worth of money.

 Null hypothesis is rejected in the case of customer satisfaction. It shows visitor does
not look for any significant policy from the company side. They main priority is
margin given to them on their sales. They generally look for the profit only.

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5.2 SUGGESTION:

 KidZania should introduce more interesting activities for adults so that they can also
get benefitted for the ticket price.

 There are some activities which were introduced only for summer duration that
activities should be permanent like VR, Nail Art, Hair Designing, and Zumba Dance.

 There can be more activities for adults like Bowling, Meditation, Relaxation or
massage chair for adults.

 The price for the adult ticket can be reduced little.

 The Wi-Fi facility should be accessible anywhere inside KidZania not only in parents
lounge.

 KidZania should arrange competition among parents so that they can indulge in those
activities and earn free tickets for their kids or for their self.

 Kidzania can organize campaign in the school for the general awareness about the fun
based city. The school can even take the children to this park to gain some
knowledge.

5.3 CONCLUSION:

 The adult activities should have a change so that adults find it worth of money as the
current activities are not so entertaining except one or two.

 There can be more activities for parents like Relaxation chair, meditation etc so that
they can also utilize their time.

 The activities which were introduced only for summer like Virtual Reality games, nail
art & hair bidding, Taro card reading should be permanent activities because it gained

a good footfall of adults also.

41
 I also suggest KidZania to have a new division that is creative division, which can
improve the service delivery and performance of KidZania in order to engage their
customer. If KidZania could maintain their current performance while considering
their long-term performance, KidZania will have a bigger opportunity not only to
survive in theme park industry particularly in India but also can expand their business
all over the globe.

42
BIBLIOGRAPHY
BOOKS & AUTHORS:

 Marketing Management: Philip Kotler


 Marketing Research: B.S. Goel
 Marketing Management: Saxena Rajan

JOURNALS & MAZAGINES:

 Business World
 Company Journals
 The Economic Times
 The Financial Express
 The Hindu
 The Times of India
WEBSITES:
 www.google.com
 www.kidzania.com
 http://delhincr.kidzania.com/en-in
 www.googlescholar.com
 https://delhincr.kidzania.com/en-in/pages/adult-activities

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QUESTIONNAIRE

44
1. Are you a regular visitor?

(a) Yes (b) No

2. How frequent you visit KidZania?

(a) Once in a month (b) Once in a while


(c) Every Sunday (d) Only during vacations

3. How much time you spend in KidZania?

(a) 3 Hours (b) 6 hours


(c) Full Day (d) Not Specified

4. Which activity does you like the most?


(a)Parent’s lounge (b) Shiamak's Dance Academy
(c) Disco Lounge (d) Archaeological Site
(e) Strike House (f) Any other

5. Are you satisfied with the extra activities added for summer time?

(a) Yes (b) No


(c) May be

6. Do you want extra activities added for summer should be permanent?

(a) Yes (b) No

7. If more exiting activities added for adults would you like to visit KidZania along with your
Kids?

(a)Yes (b) No

(c) May be

8. Will you pay extra for the new adult activities introduction?

45
(a)Yes (b) No
(c) May be

9. Show your satisfaction level as being regular visitor.

Highly Satisfied Neutral Dissatisfied


Satisfied

10. Show your satisfaction level as being a new visitor.


Highly Satisfied Neutral Dissatisfied
Satisfied

11. Show your satisfaction level of KidZania with a comparison with its closest
competitors.

Competitors Highly Satisfied Neutral Dissatisfied


Satisfied
KidZania
WOW
Kingdom of
Dreams

12. Which add-ons activities do you want in KidZania?

(a) Virtual Reality (b) Relaxation Chair

(c) Bowling (d) Other

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13. Are you satisfied with the price charged from adults?

(a) Satisfied (b) Neutral

(c) Dissatisfied (d) Highly Satisfied

14. How do you rate KidZania ?

(a)Best in class (b) Good

(c) Moderate (d) Not good

15. When making a purchase of tickets online do you depend on social media should have
cleared doubts and reservations regarding a purchase ?

a) All the time

b) Most of the time

c) Never

d) Once in a while

e) Rarely

Suggestions if any: ___________________________________________________________

_________________________________________________________________________

47
Thank You

48

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