38537483 marketing research on customer satisfaction towards retail shops in malls

MARKETING RESEARCH

PROJECT REPORT

ON

“Customer satisfaction towards retail shops in malls ”

Submitted in Partial Fulfillment of the RequirementFor

Post Graduate Diploma in Management (Retail)

UNDER THE SUPERVISION OF:MR. SHASHI BHUSHAN

(Faculty of Marketing Research)

GUIDED BY: RAMESH KUMAR PGDBM-14041

SUBMITTED TO: SUBMITTED BY:Dr. D.K. Garg AMIT PATHAK

Chairman of: (Enr no. RMR-2013)Ishan Institute of Management & Technology.

ISHAN INSTITUTE OF MANAGEMENT &TECHNOLOGY, KNOWLEDGE PARK I, Gr. NOIDA.

GB Nagar, U.P

MARKETING RESEARCH PROJECTWebsite: www.Ishanfamily.com

E-Mail: [email protected]

SYNOPSIS

TITLE: - : “Customer satisfaction towards retail shops in malls”

Research Objective: Customer perception towards retail shops in malls Name of the researcher: Amit Pathak [Enr No. RMR 2013]

Name of the guide: Mr. Ramesh Kumar

Area of research: Delhi & NCR

Sample unit: Customer

Sample size: 50

Research tool: Questionnaire & pie chart

Duration: 15 days.

Sample method : convenience and random

SUBMITTED TO:Dr. D.K. Garg [Chairman]

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http://www.Ishanfamily.com/

MARKETING RESEARCH PROJECT Ishan Institute of Management &Technology Greater noida

ACKNOWLEDGEMENT

I take the opportunity to express our gratitude to all of them, who in some or the other way helped us to accomplish this project. The research study can’t be completed without their guidance, assistance inspiration and co-operation.

We particularly owe our gratitude to Dr.D.K Garg (Chairman), and Mr.Shashi bhushan (Faculty of Marketing Research).

We also take this opportunity to express our sincere gratitude to our guide Mr. Ramesh Kumar (PGDBM-14041) for his guidance in getting my project completed.

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MARKETING RESEARCH PROJECT

DECLARATIONI Ramesh Kumar has been guide of Amit pathak [ENR No. RMR-2013] for the research on “Customer satisfaction towards retail shops in malls ’

I personally verified more than 40% of the respondents and I have supervised the project. In case it is found that it is not a genuine work, and then the institute can take any disciplinary action against me and the candidate. Along with this declaration I am enclosing the list of respondents whom I have verified.

LIST OF RESPONDENTS

SNO.

NAME OF RESPONDENT

AGE

SEX ADDRESS

PHONE: No:

1 R S Verama 42 mNEW HOLLAND TRACTOR G N

9313869670

2 Nishant Sagar 24 m 204 SHIV LOK MEERUT 9458064215

3 Punit Tiwari 28 m104 SARSWATI BLOCK ANAND 991004179

4 RahulChaudhary 28 mS 1 GAMMA 1 GR. NOIDA

9990804145

5 Kamal Kumar 41 m B 64 GAMMA 1 G NOIDA

9350170015

6 B K Singh 27 m A 135 BETA 1 G NOIDA9999339344

7 Sri Ram 43 mPOST OFFICE KPI ALFA 1

9953854508

8 Megh Singh 30 m JAIDPUR BESPUR G. NOIDA

9456695178

9 AbhimanyuSharma 29 m C 190 BETA 1 G NOIDA9811941881

10 Sanjay Baitule 34 mD 148 DELTA 1 G NOIDA

9717005952

11 Sachin Chauhan 21 m ALFA 1 G NOIDA9456200909

12 Anand Mishra 19 m GALGOTIAS COLLEGE OF ENG

9838426210

13 Ankush Kumar 21 m JAGATFARM G NOIDA9350817591

14 Bal Krishna Yadav 21 m GAMMA 2 H 469873175676

15 Shravan Kumar 19 m DELTA F 1819311654908

4


16 Ashish Mishra 27 mSHOP 7 JAGATPLAZA G NOIDA

9312847721

17 Deepak Pal 22 m E 167 ALFA1 G NOIDA 9953931361

18 Manoj Kr. Mishra 23 m66/2 LXMANPUR COLLONY

9415589725

19 Anurag Upadhyay 24 mSHAHIBABAD SHYAM PARK

9811897446

20 Vijay Singh 22 m BADALPUR DELHI 9990420818

DATE:

PLACE: SIGNATURE OF GUIDE

UNDERTAKING

I Amit Pathak son of Sri Vinod Kumar Pathak is a student of RM Section-H of 15 th

Batch vide Enr No.-RMR2013. I did MR academic project title “Customer

Satisfaction towards Retail Shops in Malls’’. The same project being done by

college Name Ishan Institute of management & technology.

I Undertake that I have met personally to all the respondents and my

guide is guided me from time to time, my guide has verified minimum 40% of the

respondents through phone or otherwise, it is confirmed that the project is an

original work. In case it is found that any respondent is fake then my project can be

cancelled, my admission can be cancelled and any disciplinary action can be taken

against me and my guide.

5

MARKETING RESEARCH PROJECT Signature of the student

Date:

6


PREFACE

Research is defined as the process of knowing the facts and verifying the old ones by the application of scientific methods to natural phenomena so as to come to uniform of laws governing these phenomena.

The research process involves a circular flow because conclusion from research studies frequently gives rise to ideas and problems, which should be further investigated

I tried my level best to conduct a research to gain through knowledge about market. Our topic was “CUSTOMER SATISFACTION TOWARDS RETAIL SHOPS IN MALLS”. Concentration, dedication and application are not a full key for achieving any goal. There must be a right way of guidance, assistance and co-operation of peoples for achieving that particular goal.

I would like thank our respected chairman Dr. D.K. Garg, who always been a source of motivation and support to all the students of PGDRM (ISHAN INSTITUTE OF MANAGEMENT &TECHNOLOGY). I pay my special gratitude all my Teaching faculty members without whose help it would have been impossible to conduct such a research successfully.

AMIT PATHAK RMR NO. 2013

TABLE OF CONTENTS Chapter Particulars Page

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MARKETING RESEARCH PROJECTNo. No.

1: Introduction to topic 8

2: Review of literature 9

3: Research Objective. 10

4: Research Methodology Research Design. 11

Data Collection Sampling 12

5: Executive Summary 14-15

6: Graphical Interpretation 16-31

7: Chi-Square Test 32-34

8: Findings 35

9: Suggestion 36

10: Conclusion 37

11: Limitation 38

12 Bibliography 39

13: Word of Thanks 39

14: Annexure 40-41Questionnaire 42Respondent Sheet 43

LIST OF GRAPHS &FIGURES

8

MARKETING RESEARCH PROJECTSR. NO. PERTICULARS PAGE NO.

1. Mall culture attracts customers 17

2. Factor influencing in selection of retail shops

18

3. Customer like which sector mostly 19

4. Shopping under one roof 20

5. Customer prefer malls over general shops 21

6. Comparison between organized & unorganized retail shops

22

7. Customer’ satisfaction affected by retailer’ behavior

23

8. Effect of brand name 24

9. Effect of discount & scheme 25

10. Family class targeted by malls 26

11. With whom customer like to go malls 27

12. Satisfaction with the brand &quality of goods in malls

28

13. Experience regarding branded retail shops 29

14. Effect of physical ambience of malls 30

15. Mode of payment 31

Introduction to topic

9


I have got a very nice topic for marketing research which is “Customer

satisfaction towards retail shops in malls”. It is a very interesting project and I have learnt a lot from that. It is all about research on customer satisfaction and perception of customer towards retail shops in malls and tries to find out the new idea about malls. At present time there are many malls out lets open in NCR &DELHI region, through this questionnaire I have collected information regarding comparative analysis of different brands. I have done research through market as well as colony where the business men, students gives their idea frequently and My research shows the behavior of customer regarding to the retail shops in malls to till date.

The objective of the research is to know the behavior, perception attitude & knowledge towards retail shops in malls and what should be modification and ideal media for advertising of the malls.

REVIEW OF LITERATURE

MARKETING RESEARCHMarketing research is the function that links the consumer customers and public to the marketer through information and this information

10

MARKETING RESEARCH PROJECTused to identity and define marketing opportunities and problems, generate, refine, and evaluate marketing action ,monitor marketing performance , and improve understanding of marketing as a process analyzes and communicate the findings and their implication.

MARKETING PROCESS

Marketing research is gathered using a systematic approach.

1. Define the problem, never conduct research for things that you would like to know .make sure that you really need for knowing something. The problem then becomes the focus of research.

2. How will you collect data that you will analyze to solve the problem. Do we conduct a telephonic survey or a focus group.

3. Select a sampling method. Do we use a stratified sample, cluster sample or random sample?

4. Collect the data.5. Conduct the analysis of the data.6. Check for errors. It is not uncommon to find the errors in

sampling, data collection method analytical mistakes.7. Write the final report that contains charts, tables that will

communicate the result of the research and hopefully lead to the solution of the problem. Watch out for errors in interpretation.

SOURCE OF DATA

There are two main source of data collection, primary data and secondary data .primary research is conducted from scratch. It is original and collected to solve the problems in hand. Secondary research is also known as desk research already exists since it has been collected for other purpose.

MARKETING RESEARCH APPLICATION1. Gathering data from market.2. Conducting customer surveys.3. Determining the need of your customer.4. Evaluating market place.

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MARKETING RESEARCH PROJECT Research Objective

Customer perception towards retail shops.

To know about market value of malls.

To know about customer perception towards culture of malls.

to find out the factors which affects the retail shops.

To find out the innovative idea of customers.

To Comparative analysis of retail shops in malls over general shops.

To find out the role of retailer in shopping malls.

To comparative analysis of different brand of retail shops in malls.

To find out the target area or groups for malls.

To find out generally which retail shops preferred by the customers.

To find out over all the customer satisfaction towards retail shops in malls

Research Met hodology

DATA COLLECTION METHOD

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i) PRIMARY1) Direct Personal Interview2) Indirect Personal Interview3) Information from respondents

ii) SECONDARYa) Published sources

1) Govt. Publication2) Report Committees and Commissions3) Private Publication4) Research institutions5) Unpublished resources

PRIMARY DATA

Primary data are those which are collected for the first time and are thus original in characters. Primary data are in the shape of raw material to which statistical methods are applied for the purpose of analysis and interpretation. After statistical treatment the primary data loss their original shape and become secondary data.

SECONDARY DATA

Secondary data are those which have already been collected by some other persons and which have passed through the statistical machine at least once. Secondary data are usually in the shape of finished products since they have been treated statistically in some form or the other.

QUESTIONNAIRES:There are four types of questionnaires:-

1) Disguised structured2) Disguised non- structured3) Undisguised structured4) Undisguised non structured

SAMPLING METHOD

13

MARKETING RESEARCH PROJECTIn statistics, the term population or universe means any finite or infinite collection of individuals and sampling means a part of population or a subset from a set of units which is provided by some process or other usually by deliberate selection with the object of investigating the process or set.

Broadly speaking sampling method can be divided into two parts

1) Probability sampling: It is a method of sampling in which the probability of unit being selected is known. It can be categorized under following subtypes

a) Simple Random Samplingb) Stratified Random Samplingc) Systematic Samplingd) Cluster Sampling

2) Non- Probability sampling: It is method of sampling in which the probability of a unit being selected is not known. It can be categorized under following sub types:

a) Quota Samplingb) Judgment Samplingc) Convenience Sampling

d) Snow Ball Sampling

According to my project “Customer satisfaction towards retail shops in malls” I have selected convenience sampling and from there I have selected customers randomly. I have collected our data in Primary form and as per the schedule I have taken 50 persons for the sample and I have selected the area of research NCR and Delhi and my sample frame is business.

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MARKETING RESEARCH PROJECT“CUSTOMER SATISFACTION TOWARDS RETAIL

SHOPS IN

MALLS ”

AMIT PATHAK [ENR NO. RMR 2013]

Executive summary

Questionnaire

1) Do you think that mall culture attracts customers?(A) Yes [94%] (B) No [4%]

( C) Can’t say [2%] 2) Which of the following factor is most influential in your selection of retail shops? (A) Price [6%] (B) Quality [40%] (C) Service [54%] 3) Which sector of mall attracts customer most? (A) Apparels [16%] (B) Electronics [20%] (C) Any other [64%] 4) Do you think that shopping under one roof is good idea? (A) Yes [70%] (B) No [20%] (C) Can’t say [10%]ss5) Why do you prefer mall over general shops? (A) Quality product [54%] (B) Leisure [18%] (C) Any other [28%] 6) Do you think that retail shops at malls are hampering the business of unorganized retail shops? (A) Yes [74%] (B) No [16%] C) Can’t say [10%]

15

MARKETING RESEARCH PROJECT7) Do you think that the behavior of retailer affects the customer’s satisfaction? A) Yes [94%] (B) No [2%] C) Can’t say [4%]

8) Do you think that the brand name of malls attracts the customer? (A) Yes [62%] (B) No [26%] (C) Can’t say [12%] 9) Do you think that discounts & schemes in malls attracts customer? (A) Yes [62%] (B) No [24%] (C) Can’t say [14%] 10) Which of the following family class is mostly targeted by malls? (A) High class family [38%] (B) Middle class family [46%] (C) Upper middle class family [16%] 11) With whom would you like to go for shopping in malls? (A) With family [14%] (B) With friends [34%] (C) Does not matter [52%]12) Are you satisfied with the brand/quality of goods available in malls? (A) Yes [36%] (B) No [12%] (C) Can’t say [16%]13) What is your experience regarding branded retail shops in malls? (A) Highly satisfied [12%] (B) Satisfied [82%] (C) Dis-satisfied [6%]14) Do you think that the physical ambience of malls attracts customers? (A) Yes [86%] (B) No [10%] (C) Can’t say [4%] 15) Which mode of payment is convenient for you during purchasing in retail shops? A) Cash [76%] B) credit card [24%]

16


17


1) Do you think that mall culture attracts customers?

a) Yes [94%] b) No [4%] c) Can’t say [2%]

Sample size Yes No Can’t say

50 94% 4% 2%

InterpretationAccording to first question and from our research, we conclude that the consumers prefer malls culture, so mall culture attracts customer and some people do not like the malls culture and some people have no interpretation about malls culture. And most of the people purchase their goods near our home, in city there are no more distance for parking the cars & bikes, the people want leisure and peaceful place for their marketing and most of the person want to purchase our goods at one place because they do not spend our time during purchasing our goods. The location of malls have also play a major role to attracting the customers, because we have already discuss that the customer want to easy convenience for purchasing the goods so we find out the physical ambience of malls have major effect time to time on the mind set up of customers this culture is changing and the preference of customers are also changing time to time so that it should be change in the malls culture so we finally conclude that during marketing research we find that the customers think that the culture of malls attracted the customer ,This sector has grown substantially and rapidly during the past few years and liberalized policies indicate its

yes94%

no4%

can't say2%

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MARKETING RESEARCH PROJECTeven faster growth the persons belong different place have different attitude and perception towards any subject of interest the location of malls are also major factor which affect the business of retail shops.

2) Which of the following factor is most influential in your selection of retail shops ? (A) Price [6%] (B) Quality [40%] ( C) Service [54%]

price6%

quality40%servives

54%

Sample size Price Quality Service50 6% 40% 54%

InterpretationAccording to second question and from our research, we find that customers are highly satisfied by service in malls. And some extent the quality of product is also good and some people say that price are factor which influence the customer in selection of retail shops so we conclude service are main factor which affects the customer satisfaction.People are spending less time in malls due to changing preferences and new shopping alternatives. Some of the weaknesses of the malls are market opportunities for downtowns and community business districts Consumers are finding it more difficult to shop at the regional shopping mall, instead, shoppers

19

MARKETING RESEARCH PROJECTwant to run out at lunch or make a quick shop on their way from work. services provided by malls have a major role to attracting the customers towards malls. Services are intangible things that means it could not be touched only it feel so this is affect in psychological way. Reduce inefficiency in the supply chain, increase productivity, help achieve international quality standards and improve the quality of employment and services offered to the consumers.any retailer want to earn more profit so they selling those product on which they get more commission and due to which the quality of products are not good and customer are also not satisfied with these products and we find out that the price have not play major role to attracting the customers.because the purchasing power of middle class family is increases

3) Which sector of mall attracts customer most? (A) Apparels [16%] (B) Electronics [20%] ( C) Any other [64%]

InterpretationAccording to third question and from our research, we conclude that 16% people attracts apparels and 20 % people attracts to electronics and rest of that are go to another sector of malls. So we find out that customers are attract towards retail shops not only apparels & electronics but other sector.It doesn’t necessarily follow that placing of store in a mall will bring in the crowds. You need to be in the “thick of things.” Your best bet is to be in the main flow of customers as they pass between stores. Avoid getting dead-end spots, unless you are beside a major retailer that attracts huge amount of shoppers.If customers are a gourmet store, customers may want to be located near a restaurant where people are already in their “eating modes.” Complementary businesses, such as fine jewelry and gourmet food, also

apparels16%

electronics20%

any other64%

20

Sample size Apparels Electronics Any other 50 16% 20% 64%

MARKETING RESEARCH PROJECTwork well together as both its customers are likely to have disposable income & tendency to spend for these two products. Areas where lines of patrons form, such as theaters or department stores, are also good mall locations as it could give potential customers several minutes to look in your display windows. 4) Do you think that shopping under one roof is good idea ? ( A) Yes [70%] ( B) No [20%] ( C) Can’t say [10%]


50 70% 20% 10%

InterpretationAccording to fourth question and from our research, we conclude that customer wants to purchase goods under one roof because they do not spend more time so 70 % customers say that shopping under one roof is good idea but in contrast 20 % customers say that it is not good idea.Specialized retailers are developing rapidly in segments such as consumer durable and white goods, books, music, lifestyle goods, household furnishing, health care and beauty care.The availability and adequacy of parking is a very important consideration in choosing a retail location. Malls always have ample parking spaces. If parking space is a problem, consider its accessibility by public transportation. A mall had to build an overpass bridge for people to use. There should also be adequate space for pick up or delivery, particularly if you are selling bulky items like furniture.

yes70%

no20%

can't say10%

Chart Title

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MARKETING RESEARCH PROJECTWe find out that the customers do not spend more time on any shopping store so the mostly customer think that the shopping under one roof is a good idea and due to which they purchase goods easily not spend more time but some persons think that this is not good idea because they walking in malls getting enjoy and find idea regarding new goods and they purchase goods and some have no opinions regarding these innovative idea because they think that the flour in malls have no effect to attracting the customers.

5) Why do you prefer mall over general shops ? ( A) Quality product [54%] ( B) Liesure [18%]\ ( C) Any other [28%]

qualty pr.54%

liesure18%

any other28%

22

MARKETING RESEARCH PROJECTSample size Quality product Leisure Any other

50 54% 18% 28%

Interpretation

According to fifth question and from our research, we conclude that customer perceive that quality of product is good in malls so mostly customer prefer malls over general store due to the quality of product and 28 % customer think that there are another factor which are responsibleIt is one thing to have good traffic, and another to have the kind of traffic that you want. Determine the suitability of the mall’s main clientele to your own target market. Some malls attract low-to-middle income people, while some malls are targeted towards the upper class. Look at the mall’s demographics for example age, income, and family size and compare them with your potential customers. Is there a fit? In fact the share of organized retail in India which is close to 3 per cent is expected to grow to 10 per cent by 2010. The quality of product have a major role to attracting the customers towards malls. In general shops the quality of product is always good generally the customers go general shops due to the general shops are near to their house or home. So it is very convenience for purchasing the goods and the time is not more spend during purchasing. but some person think that there are any other factor which affect the customers perception towards malls over general shops .such as price ,time ,loyalty of customers and behavior of retailers etc.

6) Do you think that retail shops at malls are hampering the business of unorganized retail shops? (A) Yes [74%] (B) No [16%] C) Can’t say [ 10%]

yes 74%

no16% can't say

10%

23

MARKETING RESEARCH PROJECTSample size Yes No Can’t say

50 74% 16% 10%

Interpretation

According to sixth question and from our research, we conclude that the business of organized retail stores are affected the business of unorganized retail store, because the customer want to purchase goods at one place and do not expend more money and more time during shopping and 16% customer who think that there is no effect of unorganized retail store over organized retail shops in malls. . The high number of shops in India is because most of them are in the unorganized sector, e.g., paan wala, kirana stores, subji wala, fruit wala and so on. No doubt, India has many shops but the small entry of big retail would consolidate the sector into fewer but bigger shops. The only constraint in retailing is change and with the pace of development retailing appears to be accelerating. The traditional forms of independent owned small business and cooperatives have lost significant market share. In developing economics, the retail sector is now characterized by large scale multiple chairs run by powerful and sophisticated organizations like Super Bazars and Kendriya Bhandar in New Delhi.The unorganized retail shops have not give full satisfaction to the customers because the availability of product is not good. when the customer want to purchase goods in huge amount so the customer go to the malls and purchase the bundle of product and they do not spend more time on purchasing time. 7) Do you think that the behavior of retailer affects the customer’s satisfaction? A) Yes [94%] ( B) No [2%] C) Can’t say [4%]

24



50 94% 2% 4%

InterpretationAccording to seventh question and from our research, we conclude that the behavior of retailers are play a major role to attracting the customer mostly customer are loyal to a particular brand retail shops because the service of that brand is favorable to customer so 94 % customer think that the behavior of retailer should be good. the people have been trained for the particular job and front line staff have trained and they behave with customer as good way. Consumer behavior refers to “the behavior that consumer display in searching for purchasing, using, evaluating and disposing of products and services that satisfy their needs” and the study of consumer behavior is the study of how individuals make decisions to spend available resources. The challenge to the market is to determine the relative influence of the various factors and to adopt and apply skillfully so called information to a proper marketing mix so finally find out that the behavior of retailers have major effect on the mind set up of customers. the behavior of retailer are also to play a role to satisfy the customers because the customers are not only satisfied by the quality ,price but also services which provide by retailers also.8) Do you think that the brand name of malls attracts the customer ? ( A) Yes [62%] ( B) No [ 26%] ( C) Can’t say [12%]

yes94%

no2%

can't say4%

25


yes62%

no26%

can't say12%


50 62% 26% 12%

InterpretationAccording to eighth question and from our research, we conclude that the customers are attracted to branded retail shops because the customers believe on branded company. they think that the quality and services of products are good but 26 % people say that there are no effect of branded retail shops in malls. The major players in the Indian Retail Sector are Pantaloon Retail (India), Shopper’s Stop, Lifestyle, Reliance Retail, Aditya Birla Retail, Bharti Retail, RPG Group, Tata’s Trent, Vishal Mart, Discount chain Subhiksha, Ebony Retail. Many mores are also eyeing at retail operations business by establishing retail chain across India with massive investments in the year to come. The brand name of retail shops are attracts the customers because there are many customers are loyal to the particular brands and they purchase any good from those particular retail shops. The brand name of any company have a identity and make a image in the mind set up of the customers and the price of product is also depend on the image and brand name of company in the market. The brand name is helping to growth the company in market.the brand name of company is directly related to the quality of product of those company in the mind set up of the customers.

9) Do you think that discounts & schemes in malls attracts customer ? ( A) Yes [62%] (B) No [24%] ( C) Can’t say [14%]

26


yes62%

no24%

can't say14%

Interpretation

According to ninth question and from our research, we conclude that the discount and scheme given at any particular product play a major role in retail shops in malls because the customer want benefit and want to spend less money on a particular product. And 24 % customer thinks that there is no effect of discount and scheme on any retail shops in malls. The discount and scheme of products is based on different factors such as the price of goods quality of goods during the festival time the discount and scheme of product are the main factors to attracting the customers because the customers do not spend more money on a particular products if the customer are purchasing the goods in a huge amount then they get more discount on these particular products. In scheme there is a gift provided along with these products and these gift are closely related to these products this is the main factor to attracting the customers towards these products and some people think that there is no matter of discount and scheme of products to attracting the customers they think that only the price and quality of products are the main factors to attracting the customers and some respondents have no opinion regarding to these discount and scheme of the products.

10) Which of the following family class is mostly targeted by malls ?

27


50 62% 24% 14%

MARKETING RESEARCH PROJECT ( A) High class family [38%] ( B) Middle class family [46%] ( C) Upper middle class family [16%]

H C F38%

M C F 46%

U M C F16%

Sample size H C F M C F U M C F

50 38% 46% 16%

InterpretationAccording to tenth question and from our research, we conclude that middle class family are mostly target by malls and there is huge growth in retail sector due to increasing purchasing power of middle class family some people think that the malls are mostly targeted to high class family due to the high price of good available in malls . India has steadily transitioned from a state managed economy to a market economy. Economic growth and liberalization have increased the amount of disposable income. The growth of the urban middle class, which demands value for money, has led to lot of changes on the retail front. The past few years have also seen a large increase in the number of youth to earn early. Roughly, there has been 20 per cent increase in the number of people between 15 to 19years age group who started earning, largely due to the expansion in opportunities for the urban youth in the business process outsourcing industry and the software sector. the purchasing power of middle class family increases so the malls attracted more customer to middle class family.

11) With whom would you like to go for shopping in malls ?

28

MARKETING RESEARCH PROJECT ( A) With family [14%] ( B) With friends [34%] (C) Does not matter [52%]

FAMILY14%

FRIENDS34%

NO MATTER52%

Sample size With family With friends Does not matter

50 14% 34% 52%

InterpretationAccording to eleventh question and from our research, we conclude that the mostly young men are gong malls with our friends but 52 % people say that there is no matter because it is totally depend on the situation and 14 % people who have family they are likely go malls with our family. the Indian consumer is now more aware of what the market place, both national and international, has to offer. India has steadily transitioned from a state managed economy to a market economy. Economic growth and liberalization have increased the amount of disposable income. During marketing research we find out that there are some people think that there is no matter. Customers go to malls for its convenience. How does it rate in terms of providing customer convenience, Does it provide weather protection, An atmosphere created for shopping comfort, Adequate number of restrooms, How is the mall’s security, Fire and police protection, Sanitation or utility supply, It must have good exterior lighting to attract evening shoppers and make them feel safe.The customer think that it is depend upon the situation whenever we are going to purchase goods related with Family and with the agreement of family then we are going to malls with our family.

12) Are you satisfied with the brand/quality of goods available in malls ?

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MARKETING RESEARCH PROJECT (A) Yes [36%] (B) No [12%] (C) Can’t say [16%]

yes56%

no19%

can't say25%


50 36% 12% 16%

InterpretationAccording to twelfth question and from our research, we conclude that mostly peoples are satisfied with the brand and quality of goods available in malls but there is negative effect on branded retail shops that are not satisfied with quality and branded product. The Indian consumer is now more aware of what the market place, both national and international, has to offer. India has steadily transitioned from a state managed economy to a market economy. The qualities of products available in malls have a major role to attracting the customers because first of all the customer think about quality and durability of products and then price and the customers are believe in branded products available in markets because they think that the quality of products are available in branded retail shops in malls and most of people are satisfy with the branded products. but some of people think that the branded products are no matter to purchasing decision they think that the price of products are main factor to attracting the customer and some people have no opinion about the branded products and quality of products available in malls. So finally we conclude that the quality and branded products available in markets have major effect to attracting the customers.

13) What is your experience regarding branded retail shops in malls ?

(A) Highly satisfied [12%] (B) Satisfied [82%]

30

MARKETING RESEARCH PROJECT (C) Dis-satisfied [6%]

H SATISFY12%

SATISFY82%

DIS SATISFY6%

Sample size Highly satisfy Satisfy Dis satisfy50 12% 82% 6%

Interpretation

According to thirteenth question and from our research, we conclude that the customers are satisfied and their experiences are also good regarding brand retail shops in malls and 12% people are highly satisfied with branded retail shops but 6% peoples are not satisfied with brand retail shops. Quality was the main concern as today’s consumer is very well aware about the different quality products and wants full value for his money at any cost. Consumers feel that prices charged at Mall/Stores are very high as compared to traditional means of shopping. Newspapers and television was the only source of information about the Malls. Majority of consumers prefer to do more shopping at Bazaar and Local Market only. Shopping complex or Malls/Multiplexes are newly emerging places for shopping for young or middle age persons. Men’s wear and clothes are the main items of shopping at mall. Consumers were highly satisfied with quality of products, which they have purchased at Malls/Store. Consumers preferred professional mall m

14) Do you think that the physical ambience of malls attracts customers? (A) Yes [86%] (B) No [10%]

(C) Can’t say [4%]

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yes86%

no10%

can't say4%

Sample size Yes NO Can’t say

50 86% 10% 4%

InterpretationAccording to fourteenth question and from our research, we conclude that the physical ambience play a major role to attracting customer because firstly customers are attracted by the infrastructure of the company then they evaluate the feature of the company but some people say that there is no effect of the physical ambience to attracting the customer.Consumers were asked to assign rating to importance of different factors they consider while taking the purchase decision at various malls. Factors considered are like quality, wide range of products, Brands, Discount, Packaging, and Advertisement, Proper display of products, Ambience & value for money the tastes and preferences of the consumers have been changing day by day, requiring prompt service and replacing the old stock of goods with new one to face today’s cut throat competition. But the consumers were not satisfied with parking facilities provided at the malls as they have to park their vehicles on the road and too at their own risk. It may lead to incidences of mis happening like theft and damage to their valuables that were lying in their vehicles. Consumers were also not happy with the luggage and personal property being taken off at the main entrance of the mall. so finally we conclude that the physical ambience of retail shops have a major role to attracting the customers.

15) Which mode of payment is convenient for you during purchasing in retail shops.

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MARKETING RESEARCH PROJECT A) cash [76%] B) credit card [24%]

cash76%

credit card24%

Sample size Cash NO

50 76 % 24%

Interpretation

According to fifteenth question and from our research, we conclude that the mostly peoples are like the payment mode through the cash rather than credit card. They were aware about the promotional schemes and offers organized at the Malls which make them to visit the Mall/Store frequently. Monthly and annual sales turnover at Malls are quite encouraging and satisfactory. With the emergence of more malls cum shopping complexes, the Mall owners are coming up with more innovative and modern promotional ideas such as discounts, free gifts, better quality and debit/credit cards facilities etc. Mall owners, however, were not satisfied with the low margin as well as untimely replacement of damaged goods by the company; apart from mishandling of goods by the customers was a matter of great concern.and we find out that the youth and professional persons are like to the payment mode as credit cards and who are not more aware with these system they like to the payment mode by cash.

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MARKETING RESEARCH PROJECTCHI-SQUARE TEST

Since the Chi- Square test is a one of the simplest and most widely used non parametrical tests in statistical work. It describes the magnitude of discrepancy between theory and observation that is with the help of chi- square test we can know whether a given discrepancy between theory and observation can be attributed to changes or whether it results from the inadequacy of the theory to fit the observed facts. One of the most frequent uses of chi-square is for testing the null hypothesis that two criteria of classification are independent. They are independent if the distribution of one criteria is in no way depends on the distribution of other criteria. If they are not independent, there is an association between two criteria. In the test of independence the population and sample are classified according to some attributes. The test will indicate only whether or not any dependency relationship exists between the attributes. It will not indicate the degree of association or the direction of independency.

OBSERVED VALUE

EXPECTED VALUE

Now let us take a Null hypothesis that there is no significant difference in the promotion activity of malls on customer satisfaction.

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Q.NO. A B C TOTAL1 47 2 1 502 3 20 27 503 8 10 32 504 35 10 5 505 27 9 14 506 37 8 5 507 47 1 2 508 31 13 6 509 31 12 7 5010 17 23 7 5011 7 17 26 5012 18 6 8 5013 6 41 3 5014 43 5 2 5015 38 12 50TOTAL 395 189 137 750

Q.NO. A B C1 26.33 12.6 9.132 26.33 12.6 9.133 26.33 12.6 9.134 26.33 12.6 9.135 26.33 12.6 9.136 26.33 12.6 9.137 26.33 12.6 9.138 26.33 12.6 9.139 26.33 12.6 9.1310 26.33 12.6 9.1311 26.33 12.6 9.1312 26.33 12.6 9.1313 26.33 12.6 9.1314 26.33 12.6 9.1315 26.33 12.6

MARKETING RESEARCH PROJECT FOR OPTION A

FOR OPTION B

35

Q.NO. O E 0-E (O-E)² (O-E)²/E

1 47 26.33 20.67 427.24 16.222 3 26.33 -23.33 544.28 20.663 8 26.33 -18.33 335.98 12.764 35 26.33 8.67 75.16 2.855 27 26.33 0.67 0.44 0.016 37 26.33 10.67 113.84 4.327 47 26.33 20.67 427.24 16.228 31 26.33 4.67 21.80 0.829 31 26.33 4.67 21.80 0.8210 17 26.33 -9.33 87.04 3.3011 7 26.33 -19.33 373.64 14.1912 18 26.33 -8.33 69.38 2.6313 6 26.33 -20.33 413.30 15.6914 43 26.33 16.67 277.88 10.5515 38 26.33 11.67 136.18 5.17

TOTAL 126.21

Q.NO. O E 0-E (O-E)² (O-E)²/E

1 2 12.6 -10.6 112.36 8.912 20 12.6 7.4 54.76 4.343 10 12.6 -2.6 6.76 0.534 10 12.6 -2.6 6.76 0.535 9 12.6 -3.6 12.96 1.026 8 12.6 -4.6 21.16 1.677 1 12.6 -11.6 134.56 10.678 13 12.6 0.4 0.16 0.019 12 12.6 -0.6 0.36 0.02

10 23 12.6 10.4 108.16 8.5811 17 12.6 4.4 19.36 1.5312 6 12.6 -6.6 43.56 3.4513 41 12.6 28.4 806.56 64.0114 5 12.6 -7.6 57.76 4.5815 12 12.6 -0.6 0.36 0.02

TOTAL 109.87

MARKETING RESEARCH PROJECTFOR OPTION C

Q.NO. O E 0-E (O-E)² (O-E)²/E

1 1 9.13 -8.13 66.09 7.232 27 9.13 17.87 319.33 34.973 32 9.13 22.87 523.03 57.284 5 9.13 -4.13 17.05 1.865 14 9.13 4.87 23.71 2.596 5 9.13 -4.13 17.05 1.867 2 9.13 -7.13 50.83 5.568 6 9.13 -3.13 9.79 1.079 7 9.13 -2.13 4.60 0.50

10 7 9.13 -2.13 4.60 0.5011 26 9.13 16.87 284.59 31.1712 8 9.13 -1.13 1.27 0.1313 3 9.13 -6.13 37.57 4.1114 2 9.13 -7.13 50.83 5.56

TOTAL 154.39

Chi-square = Total of [O-E]×[O-E]E

Chi- square= 126.21+109.87+154.39=390.47

Degree of freedom=[R-1]×[C-1] [15-1]×[3-1]=28By chi square table tabulated chi square of DF 28 at 5%level 0f significance is 41.3 Since calculated value of chi- square is greater than tabulated value so hypothesis is wrong i.e. null hypothesis is not accepted i.e. So there is relation between promotional activity through malls and customer satisfaction.

36


Findings

The entire project was quite interesting and adventurous, our

topic for Marketing Research Project which is “Customer satisfaction

towards retail shops in malls”.

We have learned many things during the marketing research

project. They are following:

Service play a major role in attraction of customer.

The behavior of retailer is also play a major role in malls.

We felt that how to manage time and how to convince to the

people.

We saw during the research project many persons gives

good response also.

We found that nothing impossible, if we work honestly.

Through this marketing research we got a lot of experience

regarding with market .

We also find out that the behavior of customer differ

according to situation.

We are also find that the purchasing power of middle class

family are increases.

37


SUGGESTION We want to give suggestion on the basis of my experience. First thing

is that I felt during the research that, service is play a major role in

retail shops in malls and the behavior of retailers also play major role to

attracting customer .the customer are mostly loyal towards the brand

retail shops such pantaloon ,big bazaar ,shopper stops etc the customer

generally purchase convenience goods and customer do not want to

spend our time so the customer wants to purchase goods in one roof .we

find that retail shops in malls mostly target middle class family and most

of people are satisfied by the branded retail shops in malls.

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Conclusion

As far as conclusion is concerns regarding to this topic most of the customer

are satisfied with the services provided by malls and there are so many brand

of retail store which make a new strategies for attracting the customer.

After doing marketing research project we got much

experience of convincing the customer, we knew how to

manage the work of filling the forms and make soft copy with

graphical interpretation and also knew how to tackle the

problems when customers do not give good response because

at the time of starting we faced many problems in filling

respondent’s forms. In this way we can say that this project

really helped us a lot.

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LIMITATIONS

In every research work there are some limitations and this research is

no exception. Due to differing perceptions, communications errors in

the form of miscomprehension, selective perception creeps in. In this

case, errors were unavoidable and thus might have added to slight

inaccuracy in my results.

LIMITATION OF TIME

Availability of time was one of the biggest limitations faced. Due to

shortage of time we had to limit the work in its present form. Had we

more time we could have selected a bigger sample size, which means

more interaction which is beneficial for our marketing research project

as well as will improve our confidence and communication skills.

LIMITATION OF COST

Money was also one of the major limitations faced while conducting this research.

LIMITATION ON THE PART OF RESPONDENTS

Some of the people were not interested or motivated enough in filling

up the questionnaire. Some people were busy with their job or not

willing to co-operate. Some questioned about the benefits they get,

40

MARKETING RESEARCH PROJECTand some didn’t fill the questionnaire because they were reluctant to

give their phone numbers. In some instances respondents may not

have revealed the truth. It is quite possible that the personal biases of

respondents might have crept

BIBLIOGRAPHY

The lists of reference for the purpose of completing this marketing project are as

given below:

Books

Marketing Research By: Harper and Boyd

Business statistics By: S.P.Gupta & M. P. Gupta

WORD OF THANKS

At the end we would like to thank all those who have directly or indirectly helped us

to conduct the survey and complete this project successfully.

We would also like to thank all the readers who would study this project. We

request the readers to let us know the mistakes we have committed.

41

MARKETING RESEARCH PROJECTThank You.

ANNEXURE

SNO.

NAME OF RESPONDENT AGE

SEX

OCCUPATION

ADDRESS PHONE.NO.

1 R S Verama 42 m service NEW HOLLAND TRACTOR Greater Noida

9313869670

2 Nishant Sagar 24 m Student 204 SHIV LOK MEERUT 9458064215

3 Punit Tiwari 28 m engineer 104 SARSWATI BLOCK ANAND

991004179

4 RahulChaudhary 28 m business man S 1 GAMMA 1 GR. NOIDA 9990804145

5 Kamal Kumar 41 m N A B 64 GAMMA 1 G NOIDA 9350170015

6 B K Singh 27 m I T executive A 135 BETA 1 G NOIDA 9999339344

7 Sri Ram 43 m Postman POST OFFICE KPI ALFA 1 9953854508

8 Megh Singh 30 m asst. of doctor

JAIDPUR BESPUR G. NOIDA 9456695178

9 AbhimanyuSharma 29 m job C 190 BETA 1 G NOIDA 9811941881

10 Sanjay Baitule 34 m service D 148 DELTA 1 G NOIDA 9717005952

11 Sachin Chauhan 21 m Student ALFA 1 G NOIDA 9456200909

12 Anand Mishra 19 m student GALGOTIAS COLLEGE OF ENG

9838426210

13 Ankush Kumar 21 m student JAGATFARM G NOIDA 9350817591

14 Bal Krishna Yadav 21 m Student GAMMA 2 H 46 9873175676

15 Shravan Kumar 19 m student DELTA F 181 9311654908

42

MARKETING RESEARCH PROJECT16 Ashish Mishra 27 m business man SHOP 7 JAGATPLAZA G

NOIDA931284772

117 Deepak Pal 22 m Student E 167 ALFA1 G NOIDA 995393136

118 Manoj Kr. Mishra 23 m Student 66/2 LXMANPUR COLLONY 941558972

519 Anurag Upadhyay 24 m Student SHAHIBABAD SHYAM PARK 981189744

620 Rahul Verma 24 m Student 238 MAHESH NAGAR

AMBLA941654789

21 Vijay Rajkamal 20 m Student A 133 ALFA 1 9540302512

22 Suresh Kr. Verma 20 m Student BETA 1 D 138 G NOIDA 9711335293

23 Sandeep Khadka 27 m service MANDI SHYAM NAGAR G N 9719796925

24 Rahul Kumar 20 m Student C 221 BETA 1 G NOIDA 9911722072

25 Mayank Joshi 22 m Student ITS IM G NOIDA 9024030746

26 Rahul Sharma 21 m Student ALFA 2 I 207 G NOIDA 9999824828

27 Anurag Sharma 20 m Student ITS DENTAL COLLEGE KP 3 G N

9711907662

28 Manorath Singh 20 m Student BETA 1 E 172 9091603955

29 Mukesh Kumar 20 m Student C 315 BETA 1 G NOIDA 9453068315

30 Tabush Khan 23 m Student C 265 BETA 1 G NOIDA 9313920881

31 Rishabh Tandon 22 m Student C 265 BETA 1 G NOIDA 9450659058

32 Viral Mehta 24 m production officer

C 297 BETA 1 G NOIDA 9899428225

33 Md. Dastogir 24 m Professor A 354 BETA 1 G NOIDA 9891717820

34 Amit Kumar Chaurasiya 25 m marketing SECTOR 44 CHALLERA 8802407814

35 Rupali Gupta 25 f Lecturer 104 SARSWATI BLOCK ANAND

9313933409

36 Rajesh Kumar 22 m Student BETA 1 A 112 G NOIDA 9899286040

37 Anand Kumar 21 m Student F 63 GAMMA 1 G NOIDA 9891139330

38 Gaurav Singh 24 m Student BADALPUR DELHI 9540302645

39 Ravin Singh 22 m Student ITS IM G NOIDA 991154554

43

MARKETING RESEARCH PROJECT3

40 Vinshuk Dixit 22 m Student G NOIIDA 9953050249

41 Mukti Kanta Panigrah 21 m Student E 101 SURAJPUR G NOIIDA 9015586134

42 Rakesh Kumar Singh 22 m Student 46 KNOWLEDGE PARK 3 9555613922

43 Sanjay Kr. Mishra 20 m Student ITS IM 46 KNOWLEDGE PARK 3

9452637282

44 Vinod Kumar 19 m Student GAMMA 1 BLOCK C 159 9532264800

45 Garav Gupta 23 m student C 254 G NOIDA 9990663193

46 Shushank baranwal 21 m student ALFA 1 D 78 G NOIDA 9911653772

47 Mohit Gupta 24 m Student G. NOIDA 9350889010

48 Shekhar Rana 24 m Student BETA 1 C 254 G NOIIDA 9891287473

49 Vijay Singh 22 m student BADALPUR DELHI 9990420818

50 Sachin Kumar 22 m student ITS IM KNOWLEDGE PARK 2 9313844268

44

MARKETING RESEARCH PROJECT RESPONDENT SHEET


Dear Sir/Madam,I AMIT PATHAK (ENR No.- RMR 2013) of “ISHAN INSTITUTE 0F MANAGEMENT & TECHNOLOGY” is conducting a market research project titling

“STUDY OF CUSTOMER SATISFACTION TOWARDS RETAIL SHOPS IN MALLS ’’Kindly extend your co-operation in filling up this questionnaire and enable me to conduct the research successfully. We promise that the information given by you will be kept confidential.Thanking you.

PERSONAL INFORMATION

NAME:-………………………………………………………………………… AGE:-………………….OCCUPATION:-...........................................................................................ADDRESS:-………………………………………………………………….... MOBILE NO:-…………………………………………………………………Email id:-……………………………………………………………………….

QUESTIONNAIRE

1) Do you think that mall culture attracts you?(A) Yes (B) No

(C) Can’t say2) Which of the following factor is most influential in your selection of retail shops?(A) Price (B) Quality(C) Service3) Which sector of mall attracts customer most?(A) Apparels (B) Electronics(C) Any other4) Do you think that shopping under one roof is good idea?(A) Yes (B) No(C) Can’t say5) Why do you prefer mall over general shops?(A) Quality product (B) Leisure(C) Any other

45

MARKETING RESEARCH PROJECT6) Do you think that retail shops at malls are hampering the business ofunorganized retail shops?(A) Yes (B) NoC) Can’t say7) Do you think that the behavior of retailer affects the customer’s?satisfaction?A) Yes (B) NoC) Can’t say8) Do you think that the brand name of malls attracts the customer?(A) Yes (B) No(C) Can’t say9) Do you think that discounts & schemes in malls attracts customer?(A) Yes (B) No(C) Can’t say10) Which of the following family class is mostly targeted by malls?(A) High class family (B) Middle class family(C) Upper middle class family11) With whom would you like to go for shopping in malls?(A) With family (B) With friends(C) Does not matter12) Are you satisfied with the brand/quality of goods available in malls?(A) Yes (B) No(C) Can’t say13) What is your experience regarding branded retail shops in malls?(A) Highly satisfied (B) Satisfied(C) Dissatisfied14) Do you think that the physical ambience of malls attracts customers?(A) Yes (B) No(C) Can’t say15) Which mode of payment is convenient for you during purchasing inretail shops?(A) Cash (B) Credit card

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38537483 marketing research on customer satisfaction towards retail shops in malls

Documents