Project Report
Project Report
SATISFACTION IN SEKAR-EMPORIUM
PROJECT REPORT
Submitted to the
UNIVERSITY OF MADRAS
In partial fulfillment of the requirement for the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION
BY
MITALI.K.KATARIA
REG NO: 05/E401028
Under the guidance of
has been prepared by me during the year 2007-2008 under the guidance of
I also hereby declare that this project report has not been
submitted at any time to any other university or institute for the award of any
degree/diploma.
REG.NO: 05/E401028
PLACE: CHENNAI
DATE:
Signature of student
Ethiraj College for Women
Ethiraj Salai,
Chennai - 600008
Phone: 28279187 / 28271166
Fax: 044 – 028282014
E-mail: [email protected].
BONAFIDE CERTIFICATE
Head of the department for her guidance and valuable support. I humbly submit
encouragement.
organization.
NO NO.
I. INTRODUCTION
14
I.4 Need for the study
14
I.5 Objectives of the study
15
I.6 Scope of the study
15
I.7 Limitations of the study
BIBLIOGRAPHY
ANNEXURES
LIST OF TABLES
TABLE PAGE
TITLE
NO. NO.
35
4.1 Table showing the respondents’ period of
commitment to the store.
38
4.2 Table showing whether the store hours are
convenient.
40
4.3 Table showing the frequency of the respondents
in visiting the store.
42
4.4 Table showing the respondents level of
satisfaction with regard to availability of product.
44
4.5 Table showing the opinion of the respondents on
the price of the products in Sekar-Emporium.
50
4.8 Table showing the respondents opinion on
handling of customer complaints by the store.
56
4.11 Table showing respondent’s opinion about the
store layout.
58
4.12 Table showing respondent’s opinion about the
store décor and store atmosphere of the store.
60
4.13 Table showing the respondents opinion on the
display of goods at Sekar-Emporium.
62
TABLE PAGE
TITLE
NO. NO.
64
4.15 Table showing the respondents opinion about
repurchase of products from the store.
66
4.16 Table showing incentives provided by Sekar-
Emporium to respondents.
68
4.17 Table showing whether the store provides free
door delivery service
70
4.18 Table showing after-sale service provided by the
store.
72
4.19 Table showing the most popular multi-product
store among the respondents.
74
4.20 Table showing the factors which influence the
purchase of products from the store.
LIST OF CHARTS
TABLE PAGE
TITLE
NO. NO.
37
4.1 Chart showing the respondents’ period of
commitment to the store.
39
4.2 Chart showing whether the store hours are
convenient.
41
4.3 Chart showing the frequency of the respondents
in visiting the store.
43
4.4 Chart showing the respondents level of
satisfaction with regard to availability of product.
45
4.5 Chart showing the opinion of the respondents on
the price of the products in Sekar-Emporium.
51
4.8 Chart showing the respondents opinion on
handling of customer complaints by the store.
57
4.11 Chart showing respondent’s opinion about the
store layout.
59
4.12 Chart showing respondent’s opinion about the
store décor and store atmosphere of the store.
61
4.13 Chart showing the respondents opinion on the
display of goods at Sekar-Emporium.
63
4.14 Chart showing respondents satisfaction with
Sekar-Emporium based on their last visit.
TABLE PAGE
TITLE
NO. NO.
65
4.15 Chart showing respondent’s opinion about
repurchase of product from the store.
67
4.16 Chart showing incentives provided by Sekar-
Emporium to respondents.
69
4.17 Chart showing whether the store provides free
door delivery service
71
4.18 Chart showing after-sale service provided by the
store.
73
4.19 Chart showing the most popular multi-product
store among the respondents.
75
4.20 Chart showing the factors which influence the
purchase of products from the store.
CHAPTER- I
INTRODUCTION
which require more attention for promotion of product, only when the
order to boost up the sales it becomes necessary for the firms to identify the
ends with the consumers. Creation of satisfied customers is the main goal of
Modern Marketing.
in India is at the crossroads. It has emerged as one of the most dynamic and
fast paced industries with several players entering the market. The Indian
Retail Industry is gradually inching its way towards its way becoming the
next boom industry. The future of the Indian Retail Industry looks promising
with the growing of the market, with the government policies are becoming
more favorable the and emerging technologies facilitating operations. But all
of them have not tasted success because of the heavy initial investment that
is required to break even with other companies and compete with them. In
India the vast middle class and its almost untapped RETAIL Industry are the
key attractive force for global retail giants wanting to enter into newer
markets, which in turn help the Indian Retail Industry to grow faster. A large
working group with medium age of 24 years, nuclear families in urban areas,
opportunities in the services sector are going to be the key factors in the
KEY FACTORS
1. Retail is India’s largest industry, accounting for over 10%
billion.
billion by 2010.
owner-operated, has negligible real estate and labour costs and little to
to meet, and yet have to keep prices low enough to be able to compete
with traditional sector. Organized retailing also has to cope with the
middle class psychology that the bigger and brighter a sales outlet, the
recreation facilities and large car parking space – was inaugurated as lately
done by AT Keamey, retail industry is one of the most attractive for FDI
activities undertaken by licensed, that is, those who are registered for sales
markets. It has made India the cause of good deal of excitement and the
economy.
billion in 2006, and out of this amount the Indian Organised retail sector
$23 billion.
are mainly there for the Indian consumers behaviour pattern has changed.
Retail Sector. The Indian consumers wants to shop, eat and get
opportunity to grow.
Investment (FDI) in single brand retail to 51%. This has opened up a lot of
stores, 300 new malls, and 1500 supermarkets are being built which shows
destination. Some of the many commonly used terms used by the citizens of
fashion store that has been adding colours to the lives of Chennai, since
1952. In fact, festivities and celebrations for most of the city dwellers begin
has been registered in the minds of the Chennai-ites. They deal in all the
reputed mill items, which cater to the needs of all segments of people. It is a
Partnership Firm started in the year 1952 initially to satisfy and cater to the
silk & cotton sarees and ready-made garments for gents, ladies and children.
The firm also deals in retail sale of cosmetics, men & women accessories,
various fancy items & toys and thus operates as One-Stop Store for a family.
They enjoy monopoly status in their area, as there is no shop of their size,
people of chennai for offering best quality clothing from reputed mills and
brands that reflects, the latest atyles and sets newer trends.
APPARELS AVAILABLE
Sarees
Kancheepuram weave sarees that are exquisite and one of a kind. Their
the way to cool off this summer. And we house the most comprehensive
Kurtis
Customers can also wear it to work. Made with different materials like
Denim-wear
For today's generation, they have different styles, cuts and shades
of denim.
Casual Wear
today.
Dress materials
Colourful dress materials, matching blouse materials, dupattas
and any material customers may need is available at our dress material
section.
Dressing up Gentlemen
Formal Shirts
Shirts that would make heads turn as soon as they walk into the
office. Plains, Checks, Full-sleeves et al. There are various brands from
which the customers could choose.
Trousers
find all the various types and brands all under one roof. Their trousers come
in all sizes and their quality ensures that they endure for a long time.
Kurtas
What to wear? They have solved that riddle. Their kurtas are specially
made and each kurta is a masterpiece on its own. They also have kurtas that
Denim-Wear
shades and cuts. Denim wear that suits any and every style the
Casual Cottons
Keeping in mind the summer, they have launched The Cotton
Sangamam. These are cotton garments that help you beat the heat.
By principle they believe that customers need not go shopping for different
things to different places. Intricate articles and accessories are not only
especially for their customers. For when they leave, they needn't leave with
just clothes but also appropriate accessories to suit the clothes they've just
bought!
1.3 NEED FOR THE STUDY
satisfaction. Only when the customers are satisfied the products or the
for the study to measure the level of customer satisfaction for Sekar-
Emporium.
the store.
consumer’s needs, opinions, are gathered and analyzed and few suggestions
kodambakkam.
CHAPTER – II
CONCEPTUAL REVIEW
2. CONCEPTUAL REVIEW
WHAT IS MARKETING?
customers, and then going about satisfying those customers better than the
their needs, and then making strategic decisions about product design,
DEFINITION OF MARKETING
FACTORS OF MARKETING
over. The process for base management shifts the marketer to building a
relationship, nurturing the links, enhancing the benefits that sold the buyer
MARKETING MIX
According to W.J.Stanton,"marketing mix is the term used to
describe the combination of the four inputs which constitute the core of a
as FOUR P's.
FOUR P's
PRODUCT
the actual goods or services, and how it relates to the end-user's needs and
PRICING
psychology or attention.
PROMOTION
PLACEMENT OR DISTRIBUTION
has also sometimes been called Place, referring to the channel by which a
product or services is sold (e.g. online vs. retail), which geographic region
etc.
CONCLUSION
anticipating the customers' future needs and wants, often through market
CUSTOMER
goods and services generated within the economy. The word historically
and with whom the shopkeeper had to maintain a relationship to keep his
product or service.
CUSTOMER SATISFACTION
match between the customer's expectations of the product and the actual
opinion leaders, etc, as well as past experience with the product. This is an
customers.
Customer satisfaction surveys are often regarded as the
performance and the expectation are the same than the customer is
"DISSATISFIED".
Those customers who are highly satisfied are much less
ready to switch over when another offer comes their way. High
satisfaction or delight creates an emotional bond with the brand, not just a
phone.
professionally.
dissatisfaction.
4. Happy customers tell 4 to 5 others of their positive
was.
them.
others.
DISSATISFACTION:
The consequences of not satisfying customers can be
decide to:
CONCLUSION
customers and repeat customers". But "if you don't give your customers
some reason to stay, your competitors will give them a reason to leave".
Customer retention is thus important than customer attraction and the key
to customer retention is "CUSTOMER SATISFACTION". Therefore,
satisfied.
CHAPTER-III
RESEARCH
METHODOLOGY
3. RESEARCH METHODOLOGY
RESEARCH
decision making.
RESEARCH METHODOLOGY
RESEARCH DESIGN
DESCRIPTIVE
Descriptive includes survey and facts finding enquiries of
are that researchers has no control over the variables, he can report only
EXPLORATORY
Descriptive studies are those studies, which are concern with describing the
DATA COLLECTION
Primary Data are those which are collected for the first time.
For the purpose of the study primary data has been collected through a well-
for generating primary data. Primary Data can be collected either through
SECONDARY DATA
books and websites. Secondary data are those which are collected and used
for some other purpose. It involves collecting data from publications, books
and magazines which are already available and analyzed by someone else.
RESEARCH INSTRUMENT
answers.
SAMPLING PLAN
• Sample Universe
• Sample Frame
• Sample Method
• Sample Unit
• Sample Size
SAMPLE UNIVERSE
Universe can be defined as a set of items that are of interest
customers of “Sekar-emporium”.
SAMPLING FRAME
SAMPLING METHOD
the collection of information from any convenient group whose views may
SAMPLING UNIT
Each of the customers of “Sekar-Emporium” selected for the
SAMPLE SIZE
universe to constitute a sample. The sample size for the study is 100.
DATA ANALYSIS
accordance with the outline laid down at the time of developing the research
plan. There is a need for a scientific study and drawing inferences by use of
statistical tools.
THIS STUDY
a. Percentage analysis
b. Weighted average
a. PERCENTAGE ANALYSIS
simplify numbers, reducing all of them to a 0-100 range. Through the use
of percentage, the data are reduced in standard from with the base equal to
Percentage of No of respondents
Respondents = X 100
Total respondents
customers ranked the factors, weighted average method has been used.
Weights have been assigned to various rank and weighted average score is
calculated by multiplying the no. of responses in a cell with their relative
weight and the whole row is summed up to give the weighted score for that
factor. This study has been used to find out the factors, which influenced
INTERPRETATION
4. DATA ANALYSIS
accordance with the outline laid down at the time of developing the research
plan. There is a need for a scientific study and drawing inferences by use of
statistical tools.
PERCENTAGE ANALYSIS METHOD
to the store.
INTERPRETATION
The above table shows that 10% of the respondents have been
associated with the store for less than 6 months, 15% of the respondents
respondents are associated with the store for more than 1 year.
INFERENCE
Majority of the respondents are associated with the store for a
INTERPRETATION
It is clear from the above table that 90% of the respondents feel
that the store hours are convenient while 10% feel that the store hours are
not convenient.
INFERENCE
store.
INTERPRETATION
make infrequent visit to the store, while 73% of them visit the store
frequently.
INFERENCE
frequently.
4.3 Chart showing the frequency of
in visiting the
the respondents
store.
infrequent
27%
frequent
73%
4.4 Table showing the respondents level of satisfaction with regard to
INTERPRETATION
INFERENCE
INTERPRETATION
respondents are of the opinion that the price of the product charged by store
is moderate, 8% of them say that the price is low and 25% say that the prices
by the store.
INTERPRETATION
The above table shows that 89% of the respondents agree that
the store offers quality products while 11% of the respondents say the store
INFERENCE
quality of products.
4.6 Chart showin
produ
4.7 Table showing respondent’s opinion about employee’s attention
to customers.
spontaneous
Rude and 32 32
lethargic
Total 100 100
INTERPRETATION
respondents agree that the employees of the store are spontaneous and
80
4.8
70
Table showing respondents’ opinion on handling of customer
60
Options No of respondents % of respondents
Yes 55 55
No 45 45
Total 100 100
INTERPRETATION
It is clear from the above table that 55% of the respondents say
that the employees of the store are able to handle their complaints while 45%
INFERENCE
INTERPRETATION
INFERENCE
Majority of the respondents are satisfied with the way the
4 .9 Chart showin
communication with
4.10 Table showing respondents view on the store’s attempt to solve
their problem.
INTERPRETATION
The above table shows that 61% of the respondents say that
the store shows sincere interest in solving their problem while 39% say the
store.
Options No of respondents % of respondents
Yes 84 84
No 16 16
Total 100 100
INTERPRETATION
respondents think that the store-layout makes it easy for them to find what
INFERENCE
INTERPRETATION
agree that the store décor and store atmosphere of the store is appealing
Majority of the respondents agree that the store décor and store
goods at Sekar-Emporium.
INTERPRETATION
INFERENCE
Majority of the respondents feel that the display of goods at
sekar-emporium is appealing.
4.13 Table show
the display
4.14 Table showing respondents overall experience during their last
visit to Sekar-emporium.
INTERPRETATION
The above table shows that 26% of the respondents are highly
satisfied with the store, 68% of the respondents are satisfied and 6% of the
INTERPRETATION
respondents would not purchase the products from the store in future.
INFERENCE
INTERPRETATION
respondents the store offers discounts, 19% of the respondents say the store
service.
No 93 93
INTERPRETATION
respondents the store does not provide free door-delivery service while 7%
of the respondents say the store provides free door delivery service.
INFERENCE
Majority of the respondents say that the store does not provide
INTERPRETATION
replacement of products.
INFERENCE
service.
4.18 Chart show
after sale-ser
WEIGHTED AVERAGE METHOD
weightage given to the various stores in the city and also to determine the
Ranks I II III IV
Points 4 3 2 1
Saravana 40 25 20 15 2.9 1
stores
Sekar- 25 38 26 11 2.77 2
Emporium
Ratna 20 23 23 34 2.29 3
stores
Jeychandra 15 14 31 40 2.04 4
stores
INTERPRETATION
From the table, we can interpret that among the four stores,
and Jeychandra stores are ranked 3rd and 4th respectively by the respondents.
INFERENCE
Ranks I II III IV V VI
Points 6 5 4 3 2 1
4.20 Table showing the factors which influence the purchase products.
Ranks I
I II II IV V VI Weighted Ranks
Factors Average
Quality of 40 18 21 10 7 4 4.62 1
goods
Price of 9 13 14 30 23 11 3.22 2
goods
Service 5 12 4 7 15 57 2.14 3
Popularity 3 13 3 25 38 18 2.84 5
Customer 15 23 35 13 9 5 4.07 6
contact
INTERPRETATION
preferred 1st by the respondents and 2nd preference in a product is its price,
customer contact are other factors which directly do not influence the
purchase.
INFERENCE
service are ranked 1st, 2nd, and 3rd, respectively, there is only a minor
Hence, it is concluded that they are equally important from the viewpoint of
customers and these are the main factors, which influence the purchase of
the products.
FINDINGS
Majority of the respondents are associated with this store for more
than 1 year.
Most of the respondents are satisfied with the working hours of the
store.
frequently.
Majority of the respondents have the opinion that the prices charged
It is found that most of the respondents are satisfied with the quality
of the products.
immediately.
It is observed that Majority of the respondents are satisfied with the
employee’s communication.
From the study it is observed that most of the respondents agree with
the facts that the store shows sincere interest in solving the problem.
It is found that most of the respondents are satisfied with the layout of
the store.
It is evident from the study that most of the respondents found the
Majority of the respondents are of the opinion that they will definitely
the store.
It is observed that most of the respondents are not provide with free
respondents.
It is found that qualities of goods, and price of goods, are the main
The store can adopt the door delivery service in order to increase the
The store should also encourage gifts and coupons apart from
discounts.
SUMMARY AND
CONCLUSION
SUMMARY AND CONCLUSION
towards becoming the next boom industry. The future of the Indian retail
industry looks promising with the growing of the market, with the
the reputed mill items, which cater to the needs of all the segments of
is a fashion store that has been adding colours to the lives of Chennai, since
1952.
The study is done to analyze the level of customer
is collected from the customers through well structure questionnaire and the
customer.
The customers will definitely purchase the products from
factors influencing the purchase of products from the store which indicates
that the factors like quality of products, and prices are the main factors
which influence the purchase of the products from the store. The study
respondents.
is a well-established store. The Customers are satisfied with the products and
after sale-services.
BIBLOGRAPHY
BOOKS
WEBSITES
Www. Sekar-Emporium.com
www.google.com
www.wikipedia.com
ANNEXURES
A STUDY ON THE LEVEL OF CUSTOMER
SATISFACTION IN SEKAR-EMPORIUM
Name:
Age:
Gender:
7. Do you agree that the employees of this store are courteous and
spontaneous in providing service to you?
o Courteous and Spontaneous
o Rude and lethargic
o Attended immediately
o Not Considered
9. What is your assessment of communication with employees of this store?
o Excellent
o Satisfactory
o Poor
10. Does the store show a sincere interest in solving your (Customer’s)
problem?
o Yes
o No
11. Does the store layout of this store make it easy for you to find what you
need?
o Yes
o No
12. Does the store decor and store atmosphere appeal to you?
o Yes
o No
15. How likely are you to purchase the products from this Store in future?
o Definitely purchase
o Rarely purchase
o Would not purchase
18. Has this store provided any after sale-service from the following?
o Warranty
o Guarantee
o Replacement of product
o Others
19. Rank the four stores in the order of preference and liking.
Stores Ranks
Sekar- Emporium
Saravana Stores
Ratna Stores
Jeyachandra Stores
20. Rank the factors which attracted you and induced you to purchase
from Sekar-Emporium?
Factors Ranks
Quality of goods
Price of goods
Store layout
Service offered
Popularity