Consumer Survey on

Retail Service Quality

Prepared by:
Anuradha Bhawnani
Varun R. Menon
Retail Industry - Introduction

 Most promising and booming

industry of future.

 Industry evolution.

 Organised & Unorganised sectors.

Retail Industry - Introduction

 Consumer profile.

 Consumer behaviour.

 Consumer spending.

 Major formats of retail industry.

RESEARCH METHODOLOGY

 Objectives of the study.

 Sub Objectives of the study.

 The Scope.
 RESEARCH DESIGN
STRATEGY
 Research Type

 Collection of Data
 Primary Data
 Secondary Data

 Research Instruments
 Questionnaire Survey
 Basic Statistical Tools
 SAMPLE DESIGN
 Targeted Population

 Sampling Unit

 Sampling Size

 Sample Technique

 Sample Area
 RESEARCH ANALYSIS
 Preferred Retail Brands
%

16%

32%

15%

8%

21% 8%

Big Bazaar Reliance More Star Others no response

 RESEARCH ANALYSIS
 Name that first comes to mind
Consumer Preference

60

50

40

30 %
%

20

10

0
Big Bazaar Reliance More Star Others
Retail Brands
 RESEARCH ANALYSIS
 Retail Rating
 Big Bazaar and Reliance Retail rated as the best with
most rating of 4 out of 5.

 Tata Retail, More for you, Spencer’s, ITC and Shopper’s

Stop with average marks of 3 out of 5 on majority cases.

 Subhiksha Retail, Vishal Retails and Godrej Life Spaces

failing tremendously to leave a mark on the consumer’s
mind with below average marks on most of the cases.
 RESEARCH ANALYSIS
 Psychographic Perception
Psychographic Perception

Others
5%

Brand Name Brand Name

45%
Service Quality

Service Quality Others

50%
 RESEARCH ANALYSIS
 Factor of clean, attractive &
convenient public areas
60

50
Respondents

40

30 Preference

20

10

0
SD D N A SA
Consuner Preference
 RESEARCH ANALYSIS
 Easy store layout
45
40
35
30
Respondents

25
Preference
20
15
10
5
0
SD D N A SA
Consumer Preference
 RESEARCH ANALYSIS
 Layout easy for customers
40

35

30
Respondents

25

20 Preference

15

10

0
SD D N A SA
Consumer Preference
 RESEARCH ANALYSIS
 Visual appearance
60

50

40
Respondents

30 Pre fe rence

20

10

0
SD D N A SA
Consum er Prefe rence
 RESEARCH ANALYSIS
 Services provided by stores as
per promises
40

35

30
Respondents

25

20 Preference

15

10

0
SD D N A SA
Consumer Preference
 RESEARCH ANALYSIS
 Availability of merchandise as per
customer wish
50
45
40
35
Respodents

30
25 Preference
20
15
10
5
0
SD D N A SA
Consumer Preference
 RESEARCH ANALYSIS
 Knowledgeable employees
45
40
35
30
Respondents

25
Preference
20
15
10
5
0
SD D N A SA
Consumer Preference
 RESEARCH ANALYSIS
 Customer safety with transaction
60

50

40
Respondents

30 Preference

20

10

0
SD D N A SA
Consumer Preference
 RESEARCH ANALYSIS
 Employees prompt service to
customers
40

35

30
Respondents

25

20 Preference

15

10

0
SD D N A SA
Consumer Preference
 RESEARCH ANALYSIS
 Employees consistent courteousness with
customers
60

50

40
Respondents

30 Preference

20

10

0
SD D N A SA
Consumer Preference
 RESEARCH ANALYSIS
 Stores interest in solving customer
problems sincerely
45
40
35
Respondents

30
25
Preference
20
15
10
5
0
SD D N A SA
Consumer Preference
 RESEARCH ANALYSIS
 Employees capable of solving
employee sincerely and immediately
45
40
35
30
Respondents

25
Preference
20
15
10
5
0
SD D N A SA
Consumer Preference
 RESEARCH ANALYSIS
 Convenient parking for customers
45
40
35
30
Respondents

25
Preference
20
15
10
5
0
SD D N A SA
Consumer Preference
 RESEARCH ANALYSIS
 Convenient operating hours for all
customers
70

60

50
Respondents

40
Preference
30

20

10

0
SD D N A SA
Consumer Preference
 RESEARCH ANALYSIS
 Store accepting major credit cards
90
80
70
60
Respondents

50
Preference
40
30
20
10
0
SD D N A SA
Consumer Preference
 Findings & Suggestions
 Big Bazaar the most visited retail store.

 Big Bazaar the most popular brand.

 Big Bazaar and Reliance Retail the only

stores with more than average marks.

 Quality service the first preference.

 Findings & Suggestions
 Neutral for quality provided by experiences and
expectations.

 Service delivered well, but failed to keep up with

customer’s expectations.

 Safety and security at its best.

 Still need to be consistent with timely services.

 Appointment of more trained personnel with regular

training programs.
THANK
YOU