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A

PROJECT REPORT

ON

“THE STUDY ON CUSTOMER SATISFACTION OF PEOPLE OF VADODARA AT VADODARA CENTRAL”

Undertaken at:VADODARA CENTRAL, VADODARA

Submitted by:SAGAR GAUR. M

(06MBA53)

Guided by:MR. BHAVESH VANPARIYA

MBA (2007-08)

SHRIMAD RAJCHANDRA INSTITUTE OF MANAGEMENT AND COMPUTER APPLICATION

1

DECLARATION

I hereby declare that the summer project report titled “The study on

customer satisfaction of people of Vadodara at Vadodara Central

reference to Vadodara city” is an original piece of work done by me for

the fulfillment of the award of degree of Master of Business

Administration, and whatever information has been taken from any

sources had been duly acknowledge.

I further declare that the personal data & information received from any

respondent during survey has not been shared with any one and is used

for academic purpose only.

SAGAR GAUR .M

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ACKNOWLEDGEMENT

I wish to convey my special thanks to Mr. Rajesh Gandhi (Sr.Mark Mang)

and to Miss. Arpita Joshi (Asst Mark Mang) at Vadodara Central, who has

been a constant source of inspiration and encouragement to me.

I feel immense pleasure in expressing my deep sense of respect and

indebtedness to my institute project guide, Mr. Bhavesh Vanpariya,

Faculty, Shrimad Rajchandra Institute of Management & Computer

application, Tarsadi for his valuable guidance throughout preparation of

this report.

I feel immense pleasure to thank Dr. Bankim Patel, Director, Shrimad

Rajchandra Institute of Management & Computer application (SRIMCA),

Tarsadi for making available all facilities in fulfilling the requirements for

the research work.

I am sincerely thankful to all the faculty member of MBA department who

directly or indirectly supported me during the project. I am also thankful

to all the non-teaching staff of SRIMCA for their kind support.

SAGAR GAUR.M

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EXECUTIVE SUMMARY

Purpose: - To study the customer satisfaction of people of Vadodara at Vadodara Central.

Design methodology approach:-The project report includes the information regarding the industry profile, profile of Pantaloon Retail India Ltd and about Central. It also gives details about the major findings from study and the research methodology, data analysis and interpretation, conclusion and suggestions to improve the perception and satisfaction level of the customers of Vadodara Central.

Data Collection:-In the research project the primary data collected through questionnaire. And my sample size was 150 customers of the Vadodara Central at Near Genda circle, Wadi Wadi, Baroda.

Statistical Tools:-For analysis purpose, SPSS (Statistical Package for Social Science) soft ware was used through which I had done different tests for the data analysis and interpretation purpose like (One sample T test, Eta test, Chi square test, Correlation, Cross tabulation).

Research design and Sampling method:-The research design is descriptive. Sampling design is Non-probability and sampling method is convenience sampling because of time and money constraints. The sample size is 150 customers of Vadodara Central, Near Genda circle, Wadi Wadi, Baroda. (51 students, 22 professional, 27 business person, 36 Govt & Pvt service, 10 self employed & retired and 4 house wives).

Conclusion and Findings:-The wide range of the product is available for all the age group people at central. The people are satisfied with the service quality and they feel outstanding about the staff of the Central. The arrangements of the products and physical facility are very good.People are preferred Central as most preferred destination for shopping at Vadodara city and most of the people are visiting the mall

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twice and thrice in a month for shopping. The major purchase done by the 20 to 30 years of the age group people.

Pantaloons and Westside are the other preferred choice for the people of Vadodara for shopping in the Vadodara city.

Recommendation:-Some more products which are needed for the life style maintaining and the range of the available products should be increased.The Vadodara Central will face a close competition from Big Bazaar and up coming retail malls and retail malls which are existing from other malls of different business groups, so the Central should also concentrate on middle class of peoples and put some product of lower price so that they will also preferred Central for the shopping than other stores.

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TABLE OF CONTENTS

Sr.

No.

Topic Page

No.

1.0 Introduction

1.1 Industry Profile

1.2 Company Profile

1.3 Central Profile

1.4 Literature Review

10

12

13

14

2.0 Research Methodology

2.1 Problem definition

2.2 Objectives of Study

2.3 Research Methodology

2.4 Statistical Test Used

2.5 Statistical terms used

17

18

18

21

21

3.0 Data Analysis & Interpretation 23

4.0 Conclusion 83

5.0 Recommendations 85

6.0 Bibliography 87

Appendix 89

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INTRODUCTION

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INTRODUCTION

1.1 INDUSTRY PROFILE

Retail is India’s largest industry, accounting for over 10 percent of the country’s GDP and around eight percent of the employment. Retail industry in India is at the crossroad. It has emerged as one of the most dynamic and fast paced industry with several players entering the market. But because of the heavy initial investments required, break even is difficult to achieve and many of these players have not tasted success so far. However, the future is promising, the market is growing, government policies are becoming more favorable and emerging technologies are facilitating operations.

Retailing in India is gradually inching its way toward becoming the next boom industry. The whole concept of shopping has altered in terms of format and consumer buying behavior, ushering in shopping in India. Modern retail has entered India as seen in sprawling shopping centers, multi-stored malls and huge complexes offer shopping, entertainment and food all under one root.

The Indian retailing sector is at an inflexion point where the growth of organization retailing and growth in the consumption by the Indian population is going to take a higher growth trajectory. The Indian population is witnessing a significant change in its demographics. A large young working population with median age of 24 years nuclear families in urban areas, along with increasing workingwomen population and emerging opportunities in the services sector are going to be the key growth drivers of the organized retail sector in India.

SomeKeyFacts:-

- Retail is India’s largest industry, accounting for over 10 per cent of the country’s GDP and around eight per cent of the employment

- The market size of Indian retail industry is about US $312 billion

- Organized retailing comprises only 2.8 per cent of the total retailing market and is estimated at around US$ 8.7 billion

- The organized retail sector is expected to grow to US $ 70 billion by 2010

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Every company is interested in organized retail, and too much money is coming into the industry. Three big groups comprising Reliance industries, the Bharti-Wal-Mart combine, TATA and the Aditya Birla group – have lied up investments in excess that figure. Then there is other like the Hero group that is talking of getting into organized retail.

The reason for so much investment in that industry is that retail is a strategic industry. It’s the point where supply ad demand converges. Anyone who controls this point even in any significant way-can become a decisive force in the economy, but the bigger reason why companies are so interested in organized retail is the sheer size of the opportunity. Currently, organized retail covers only 3% of the total market which is very less compared to over 60-70% levels in western countries.

No fresh demand needs to be created, it already exists. The only challenge is to pull consumers away from Kirana stores, or roadside hawkers or neighborhood markets into cleaner and better laid out shopping environments. Indeed, when retailer is down, it’s not because there was no demand, it’s usually because the retailer wasn’t efficient enough to give consumers a better value proposition.

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1.2 COMPANY PROFILE

Pantaloon Retail (India) Ltd, is India’s leading retail company with presence across food, fashion, home solutions and consumer electronics, books and music, health, wellness and beauty, general merchandise, communication products, e-tailing and Leisure & Environment.

Headquartered in Mumbai (Bombay), the company operates through 3.5 million square fact of retail space, has over 100+ stores and 30+ cities in India and employs over 14,000 people. The company owns and manages multiple retail formats catering to a wide cross-section of the Indian society and its width ad depth of merchandise helps it capture almost the entire consumption basket of the Indian consumer.

For the financial year ended June 2006, it had gross sales of Rs. 2,018.76cr. Founded in 1987, pantaloon Retail forayed into retail in 1997 with the opening up of a chain of department stores, Pantaloons.

In 2001, it launched Big Bazaar, a hypermarket chain, followed by Food Bazaar, a supermarket chain. It went on to launch Central, a first of its kind, seamless mall located in the heart of major Indian cities. Some of its other formats include, Collection I (home improvement products), E-Zone (consumer electronics), Depot (books, music, gifts and stationeries), all (fashion apparel for plus-size individuals), Shoe Factory (footwear) and Blue Sky (fashion accessories). It has recently launched its e-tailing venture; some of the group’s subsidiaries include Home Solutions Retail India Ltd, Future Bazaar (India) Ltd and Converge M Retail (India) Ltd, which leads the group’s foray into home improvement, e-tailing and communication products, respectively.

Other group companies include Pantaloon Industries Ltd, Galaxy Entertainment and Indus League Clothing. It has also entered joint venture agreements with a number of companies including ETAM group, Gini & Jonnie, Liberty Shoes and Planet Retail, a company that owns the franchisee of international brands like Marks & Spencer Debenhams and Guess in India.

1.3 CENTRAL

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Vadodara Central a “Seamless Mall” in the heart of the city

Shop, Eat and Celebrate is the new mantra for residents of Vadodara

With “Shop, Eat and Celebrate” as a theme Vadodara Central houses over 300 brands, across Categories, such as apparels, footwear and Accessories for women, men, children, infant basics. It also has a whole range of Music, Books, Coffee Shop, Food Court, Super Market (Food Bazaar), Fine Dining Restaurant. The mall also has a separate section for services such as Travel, Finance, Investment, Insurance, Concert/Cinema Ticket Booking, Bill Payments and other miscellaneous services. Vadodara Central also has Central Square – a dedicated space for product launches, impromptu events, daring displays, exciting shows and art exhibitions. In short Vadodara Central has something for everybody from individuals to businesses.

Vadodara Central has everything a family would need, for a complete shopping experience. The 4 storied Seamless Mall has specific areas dedicated to women, men, children, infants, food and beverages, home appliances and furnishing, toys, play area for children among others.

There are mainly four malls of Central all across the India.

(1) Bangalore Central (2)Hyderabad Central

47/48, Residency Road, 6-3-673/1-4, Bangalore - 560025 PunjaguttaCrossRoad,

Punjagutta 500 082

(3) Pune Central (4) Vadodara Central

256, Koncord Towers Shaarav Realty Pvt Ltd, Boat Club Road, Opp. Sarabhai Chemicals,Sangamwadi Town Planning Scheme, Near Genda circle,Bund Garden Joggers Park, Wadi Wadi,Pune-411001 Baroda-390 023, Gujarat

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1.4 Literature Review

Today as we know that the growth of the retail sector industry is too high

and due to these a very high level of competition is there, many domestic

and foreign company has introduce there malls around the country at

different cities and town, in these competitive market to introduce a new

type of retail counter is not a easy task, the company must have to

understand the behavioral pattern of the consumer. So that the

companies can emphasis more on that kind of features which the

customer are demanding. For this reason we are going to study on

customer satisfaction of people of Vadodara at Vadodara Central.

Today most of all products which are available to the buyers have a

number of alternatives, while they are taking purchasing decision. The

aim of marketer is to meet and satisfy target customer’s need and wants,

the field of consumer behavior studies, how individual, groups and

organization select, buy, use, and dispose of goods, services, ideas and

experience to satisfy their need and desire.

Understanding the consumer behavior and knowing customers

satisfaction are never be easy. Customers say one thing and do

something different. They may not be in touch with their deeper

motivation. The knowledge of customer’s satisfaction is essential for

marketers; because the consumer brings change in to the business

according to maintain it.

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Customer satisfaction:-

In general, satisfaction is a persons feelings of pleasure or disappointment

resulting from comparing a products perceived performance (or out

come) in relation to his or her short of expectations. If the performance

falls short of expectations. If the performance matches the expectations,

the customer is satisfied. If the performance exceeds expectations the

customer is highly satisfied of delighted.

By (Philip Kotler & Kevin Keller) from Marketing Management.

“Customer satisfaction is the individual’s perception of the performance of

the product or service in relation to his or her expectations.”

By (Leon G.S. Chiffman) from Consumer Behavior.

Application of knowledge of customer satisfaction:-

The knowledge of customer satisfaction is very much important for the

company in following way,

To helps in development of product and services.

To helps in designing marketing activity for future.

To helps in marketing segmentation and strategies

development.

To helps in knowing the product positioning and feeling in the

mind of target audience for the product or service.

To helps in improving the activities that will be according to the

need of the customers.

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RESEARCH METHODOLOGY

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CHAPTER-2

RESEARCH METHODOLOGY

2.1 Problem definition:

Management Decision Problem:

“How to increase the satisfaction of the customers of Vadodara Central”

Marketing Research Problem:

“What is the buying behavior of people of Vadodara city?”

Problem Definition

What are the factors that highly affect customer’s satisfaction level at shopping malls?

What are the features & facilities, which customers are demanding?

What are respondent’s preferences for different brands?

What is the top of mind awareness of shopping at retail malls?

What is the extent of loyalty of customers towards Vadodara Central?

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2.2 Objectives of Study

Primary: “To study the customer satisfaction of people of Vadodara at

Vadodara Central”.

Secondary:

To find out the most important factor, this affects the

Consumer satisfaction.

To find out the most probable features which customer demanding

in a shopping mall.

To know the top-of-mind awareness of different malls around the

city.

To know the response of the Vadodara Central customers & factors

which customers like or dislike and think of some improvements.

To know the relationship between the brands and income,

occupation and age.

2.3 Research Methodology:

Research Methodology is the systematic design, collection, analysis and

reporting of data and findings, relevant to appraisal specific personnel

situation facing the company. Research Methodology describes the

research procedure. This research procedure covers the following points:

A. Research design

B. Data collection method

C. Sampling plan

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A. Research Design:

A research design is an overall framework of project that indicates what

information to be collected from which sources and by which procedures.

Research design is the plan, structure, and strategy of investigation

conceived so as to obtain answers to research questions and to control

variance.

In this project, descriptive and cross-sectional research design has been

used because it describes the phenomena under study and

recommendations findings are specific under this study. Cross-sectional

studies are carried out once and selected, as the research will be carried

out in a particular time limit only.

The Six W’s

WHO-Who should be considered a potential respondent?

The data are collected from the people who visited the Vadodara Central.

WHAT-What information should the be obtained from respondent?

Study the customers satisfaction and there expectation & prefers.

WHERE-Where should the respondents be contacted to obtain the

required information?

The people who visited the Vadodara Central. Vadodara.

WHEN- When the information should be collected?

The data are collected from 21st May to 20th July 2007.

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WHY-Why are we obtaining information from the respondents?

To know the satisfaction level & buying behavior of the customers of

Vadodara Central.

WAY- In what way are way going to obtained information from the

respondents?

The preparation the questionnaire for getting answer from the customers.

B. Data collection Method:

There are two sources of data:

1. Primary data sources

2. Secondary data sources

Primary data are collected by using the Filling up of the questionnaire

method of data collection.

Secondary data ---------------

Research Measurement Tool:

The most popular research instrument for data collection -questionnaire

has been used.

Type of Questions:

In the questionnaire, both close-ended questions and open-ended

questions were included. The close-ended questions further included

multiple-choice questions as well as rating scale questions.

Pre-Testing of questionnaire: It is necessary to check the

questionnaire, before actual research is done. Therefore pilot testing is

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done. In this case, Pilot testing was done for ten respondents, and based

on the feedback, the questionnaire was fine-tuned.

C. Sampling Plan:

Sampling Design and Sampling Method:

In this study, non-probability sampling design has been used and the

sampling method employed is Convenience Sampling because of time and

money constraints.

i. Define the Target population

-Element: Potential Customer of Vadodara Central.

-Sampling Unit: Visitors of Vadodara Central.

-Extent: Vadodara city.

-Time: From 21stMay.2007 to 20th July. 2007.

ii. Select sampling techniques: Non-probability Convenience. This has

been done instead of pure random sampling method (Probability

Sampling) because of time and money constraints.

iii. Execution of sampling process: We have collected data from

people who visited the Vadodara Central through filling up of

questionnaire.

2.4 Statistical Test used:-

We have used SPSS soft ware for doing all kind of statistical test.

2.5 Statistical terms used:-

Mean: means value is obtained by adding together all the items and by dividing by this total by number of items.

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Standard deviation: a probability distribution, random variable, or population or multiset of values is a measure of its values. One –sample T test for: The One sample T Test compares the mean score of a sample to know a value.

Pilot testing: It is necessary to check the questionnaire, before actual research is done. Therefore pilot testing is done.

Choice of survey method: Questionnaires is filled up in the mall.

Research instrument: Questionnaire was used for the purpose of the data collection as the research instrument.

Questionnaire is consisted of the,1. Close ended questions (many questions include use of the scales).2. Open-ended question.

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DATA ANALYSIS

AND

INTERPRETATION

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1st preference{%}

2nd preference(%}

3rd preference{%}

4th preference{%}

5th preference{%}

Central 64 18.7 12 5.3 0

Westside 7.3 34.7 42.7 15.3 0

Pantaloons 27.3 38.7 28.7 5.3 0

Planet fashion

1.3 8.7 16.0 71.3 2.7

Others 0.7 0 0 2.0 97.3

3.0 DATA ANAYALISIS AND INTERPRETATION

The preferred malls of Vadodara visited frequently by people of Vadodara city.

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1st

2nd

3rd

4th

5th

19%12%

5%

64%1st

Inference:-

We can see that from the above table and graphs that out of 150 respondents (100%), there are 64% peoples who gives 1st and 18.7% people who gives 2nd preference to the Central for the shopping in Vadodara city.34.7% people who say that Westside is second most preferred destination for shopping. 27.3%people preferred Pantaloons for the shopping as first preference and also it has also 38.7% people who preferred as a second most prefer destination for shopping.So, we can say that the Central is the most preferred place for the shopping for the people living in Vadodara city.

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The number of people purchase during there visit at Vadodara Central.

Purchase from Central

Frequency Percent Valid PercentCumulative

PercentYes 92 61.3 61.3 61.3

No 58 38.7 38.7 100.0 Total 150 100.0 100.0

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Purchase

Purchase

NoYes

100

80

60

40

20

0

Inference:-

We can see that from the above table and graphs that out of 150 respondent 61.3% people has purchase and 38.7% has not purchase during there visit at Vadodara Central. So, we can say that most of the people will preferred to do the shopping from Central when they came for visit at the Vadodara Central.

The reasons for why the people has not purchase from Vadodara Central.

Not purchase from Central

Frequenc

yPercen

t Valid PercentCumulative

PercentPurchased From VC 92 61.3 61.3 61.3

1 Accompanied with some one

10 6.7 6.7 68.0

2 Spend some time 15 10.0 10.0 78.0

Frequency

25

Not purchase

Not purchase

Window shopping

Came to dine

Spend some time

Accompanied with some

Purchase from V.C.

100

80

60

40

20

0

3 Came to dine 11 7.3 7.3 85.3 4 Window shopping 22 14.7 14.7 100.0 Total 150 100.0 100.0

Inference:-We can see that from the above table and graphs that out of 150 -respondent,58 people those who had not purchase 6.7% people has accompanied with some one purchase, 10% people has come for spend some time , 7.3% people has came for dine and 14.7% people has came for window shopping. So, we can know that most of people who had not purchase is came for window shopping and for spend some time at Vadodara Central so more variety and range of product should be increased.

From the following section people made purchased or want to make a purchase from Vadodara Central.

Frequency

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Men’s wear Woman’s wear Kid’s wear

Footwear’s Sports wear Food court

Cosmetics & accessories Jewelry & watches Books & music

Electronic appliances Mobile phones

Inference:-

We can see that from the above table and graphs that out of 150 respondent’s major amount of purchase was done from the Men’s wear section which is 19.37% by the peoples.Food court is also making a good amount of sale and having 12.80% purchase done by the people from this section.

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Sections Purchase from Central

Purchase in(%)

Not purchase from Central.

Men’s wear 56 19.37 94Woman’s wear 31 10.70 119Kid’s wear 16 5.53 134Footwear’s 16 5.53 134Sports wear 10 3.46 140Food court 37 12.80 113Cosmetics & Accessories

26 4.00 124

Jewelry & watches 23 7.95 127Books & music 23 7.95 127toys 10 3.46 140Electronic appliances 21 7.26 129Mobile phones 20 6.92 130total 289 100% 1511

Women’s wear also having a good amount of sale in Vadodara Central which is having 10.70% of the total sale at Vadodara Central.There is also other section s which is contributing good amount revenue for the Vadodara Central and there are sales from the other sections also as it shown in the table or seen from the pie chart.

The following features people like about the staff during there visit at Vadodara Central.

Courteous Friendly Well groomed KnowledgeableValid 150 150 150 150

Missing 0 0 0 0

Frequency Table Courteous


PercentDisagree

8 5.3 5.3 5.3

Neutral 21 14.0 14.0 19.3 Agree 121 80.7 80.7 100.0 Total 150 100.0 100.0

Inference:-

We can see that from the above table and that out of 150 respondents 5.3% people are disagree, 14% people are neutral and 80.7% people are agree that staff of Vadodara Central is courteous So, we can say that most of people find that the staff of Vadodara Central courteous to them

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during there visit at Vadodara Central.

Friendly


PercentDisagree

3 2.0 2.0 2.0


Inference:- We can see that from the above table and that out of 150 respondents 2.0% people are disagree, 18% people are neutral and 80% people are agree that staff of Vadodara Central is Friendly with them during there visit at Vadodara Central.

Well groomed


PercentDisagree

6 4.0 4.0 4.0


Inference:-

We can see that from the above table and that out of 150 respondents4.0% people are disagree, 25.3% people are neutral and 70.7% people are agree that staff of Vadodara Central is well groomed at the time when they visit at Vadodara Central.

Knowledgeable


Percent

29

Disagree

13 8.7 8.7 8.7


Inference:-

We can see that from the above table and that out of 150 respondents 8.7% people are disagree, 28.0% people are neutral and 63.3% people are agree that staff of Vadodara Central is knowledgeable regarding the product and service during there visit at Vadodara Central. So, we can say that most of the people are satisfied with the staff services at Vadodara Central and they get all available information when they asked.

The following features people like about Central during there visit at Vadodara Central.

VARIETY, QUALITY & RANGE OF PRODUCTS

One Sample T-Test:

Null Hypothesis (HO): There is no significant difference between

calculated mean and hypothesized mean (2). In other words, we

hypothesize that the customers are satisfied with the variety, quality &

range of product.

i.e. Ho : x = µ = 2

Alternative Hypothesis (H1): There is significant difference between

calculated mean and hypothesized mean. In other words the customers

are not satisfied with the variety, quality & range of product.

30

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2

Statistical Test: one sample t-test is chosen because the measurement

of data is interval in nature.

Significance level: 0.05

One-Sample Statistic

T-Test

One-Sample Statistics

N MeanStd.

DeviationStd. Error

MeanVariety, Quality &

Range150 2.65 .543 .044

One-Sample Test

Test Value = 2

t

14.729

df

149

Sig.

(2-tailed)

Mean

Differe

nce

95% Confidence

Interval of the

Difference

Lower Upper

31

Variety,

Quality&

Range

.000 .653 .57 .74

TEST VALUE AT 3



hypothesize that the customers are satisfied with the variety, quality &

range of product.


calculated mean (0.00) and hypothesized mean (3.00). In other words

the customers are not feeling outstanding for the variety, quality & range

of the products.

One-Sample Test

T-Test


N MeanStd.

Deviation Std. Error MeanVariety, Quality &

Range150 2.65 .543 .044

One-Sample Test

Test Value = 3

32

t

-7.815

df

149

Sig.

(2-tailed)

Mean

Differe

nce

95% Confidence

Interval of the

Difference

Lower Upper

Variety,

Quality&

Range

.000 -.347 -.43 -.26

Inference:-

Here the test is performed at 95% significance level and the p-value

comes out as 0.00 which is lesser than 0.05, at the hypothesized mean

value 2 and 3 we get the same result, it means that the null hypothesis

H0 is rejected and alternative hypothesis is accepted and it can be said

that there is significant difference between calculated mean and

hypothesized mean. So, we can say that customers are satisfied but not

feel outstanding about the variety, quality & range of the products

available at Vadodara Central.

PRICES OF PRODUCTS

One Sample T-Test:



hypothesize that the customers are satisfied with the prices of product.

i.e. Ho : x = µ = 2


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are not satisfied with the prices of product.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2





T-Test


N MeanStd.

DeviationStd. Error

MeanPrices 150 2.37 .660 .054

One-Sample Test

Test Value = 2

34

t

6.808

df

149

Sig.

(2-tailed)

Mean

Differe

nce

95% Confidence

Interval of the

Difference

Lower Upper

Prices .000 .367 .26 .47

TEST VALUE AT 3



hypothesize that the customer likes the Variety; Quality & Range of the

store is outstanding.



the customers are not feeling outstanding for the price of the products.

One-Sample Test

T-Test


N MeanStd.

Deviation Std. Error MeanPrices 150 2.37 .660 .054

One-Sample Test

35

Test Value = 3

t

11.759

df

149

Sig.

(2-tailed)

Mean

Differe

nce

95% Confidence

Interval of the

Difference

Lower Upper

Prices .000 -.633 -.74 -.53

Inference:-


comes out as 0.00 which is lesser than 0.05, at the hypothesis mean

value 2 and 3 we get the same result it means that the null hypothesis H0

is again rejected and alternative hypothesis is accepted and it can be said



feeling outstanding about the price of the products at Vadodara Central.

NAVIGATING IN THE MALL

One Sample T-Test:



hypothesize that the customer are satisfied with comfortable navigating.

i.e. Ho : x = µ = 2

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calculated mean and hypothesized mean. In other words the users are not

satisfied with comfortable navigating.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2





T-Test


N MeanStd.

DeviationStd. Error

MeanNavigating 150 2.47 .599 .049

One-Sample Test

37

Test Value = 2

t

9.684

df

149

Sig.

(2-tailed)

Mean

Differe

nce

95% Confidence

Interval of the

Difference

Lower Upper

Navigating .000 .473 .38 .57

TEST VALUE AT 3



hypothesize that the customer likes the comfortable navigating in the

mall.



the users are not feeling outstanding about the comfortable navigating in

the mall.

One-Sample Test

T-Test


N MeanStd.

Deviation Std. Error MeanNavigating 150 2.47 .599 .049

38

One-Sample Test

Test Value = 3

t

10.775

df

149

Sig.

(2-tailed)

Mean

Differe

nce

95% Confidence

Interval of the

Difference

Lower Upper

Navigating .000 -.527 -.62 -.43

Inference:-


comes out as 0.00 which is lesser than 0.05, a the hypothesized mean

value 2and 3 we get the same result it means that the null hypothesis H0

is rejected and alternative hypothesis is accepted and it can be said that

there is significant difference between calculated mean and hypothesized

mean. So, we can say that customers feel the mall navigating is

satisfactory but not feeling outstanding about it.

.

CLEANLINESS OF THE MALL

One Sample T-Test:



hypothesize that the customers are satisfied with the cleanliness of the

mall.

i.e. Ho : x = µ = 2

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are not satisfied with the cleanliness of the mall.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2





T-Test


N MeanStd.

DeviationStd. Error

MeanCleanliness 150 2.71 .522 .043

40

One-Sample Test

Test Value = 2

t

16.722

df

149

Sig.

(2-tailed)

Mean

Differe

nce

95% Confidence

Interval of the

Difference

Lower Upper

Cleanliness .000 .713 .63 .80

TEST VALUE AT 3



hypothesize that the customers likes the cleanliness of the mall.



the customers are not feeling outstanding about the cleanliness of the

mall.

One-Sample Test

T-Test


N MeanStd.

Deviation Std. Error MeanCleanliness 150 2.71 .522 .043

41

One-Sample Test

Test Value = 3

t

-6.720

df

149

Sig.

(2-tailed)

Mean

Differe

nce

95% Confidence

Interval of the

Difference

Lower Upper

Cleanliness .000 -.287 -.37 -.20

Inference:-



value 2and 3 we get the same result it means that the null hypothesis H0

is again rejected and alternative hypothesis is accepted and it can be said



feel outstanding about the cleanliness about the mall.

.

The number of times people visited the Vadodara Central in a month.

Visit

N Mean Std. Deviation

42

Visit

Visit

More than thatThriceTwiceOnce

70

60

50

40

30

20

10

0

150 2.38 0.90

Mean:-We can say that most of the customers like to visited the Vadodara Central twice and thrice in a month.

Std. Deviation: - We can say that most of the customers are loyal towards the Vadodara Central and they are not volatile to other malls.

Visit

Frequency PercentValid

PercentCumulative

PercentOnce 23 15.3 15.3 15.3

Twice 67 44.7 44.7 60.0 Thrice 40 26.7 26.7 86.7 More than

that20 13.3 13.3 100.0

Total 150 100.0 100.0

Frequency

43

Inference:-

We can see that from the above table and graphs that out of 150 respondents 15.3% people visit once, 44.7% people visit twice, 26.7% people visit thrice and 13.3% people visit more three times Vadodara Central in a month .So, we can say that the most of people visited twice and thrice in a month at Vadodara Central.

The people think about the service of the different malls in

Vadodara city.

WESTSIDE

One Sample T-Test:



hypothesize that the customers are satisfied with the service of the West

side.

i.e. Ho : x = µ = 2


44


are not satisfied with the service of the West side.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2




T-Test


N MeanStd.

DeviationStd. Error

MeanWestside 150 2.38 .552 .045

One-Sample Test

Test Value = 2

t

8.437

df

149

Sig.

(2-tailed)

Mean

Differe

nce

95% Confidence

Interval of the

Difference

45

Lower Upper

Westside .000 .380 .29 .47

TEST VALUE AT 3



hypothesize that the customers are satisfied with the service of the West

side.



the customers are not feeling outstanding for the service of the West side.

One-Sample Test

T-Test


N Mean Std. DeviationStd. Error

MeanWestside 150 2.38 .552 .045

One-Sample Test

Test Value = 3

46

t

13.765

df

149

Sig.

(2-tailed)

Mean

Differe

nce

95% Confidence

Interval of the

Difference

Lower Upper

Westside .000 -.620 -.71 -.53

Inference:-

Here the test is performed at 95% significance level and the p-value comes out as 0.00 which is lesser than 0.05, at the hypothesized mean value 2 and 3 we get the same result, it means that the null hypothesis H0 is rejected and alternative hypothesis is accepted and it can be said that there is significant difference between calculated mean and hypothesized mean. So, we can say that customers are satisfied but not feel completely outstanding about the service of the Westside.

CENTRAL

One Sample T-Test:



hypothesize that the customers are satisfied with the service of the

Central.

i.e. Ho : x = µ = 2



47

are not satisfied with the service of the Central.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2




T-Test


N MeanStd.

DeviationStd. Error

MeanCentral 150 2.82 .450 .037

One-Sample Test

Test Value = 2

48

t

22.330

df

149

Sig.

(2-tailed)

Mean

Differe

nce

95% Confidence

Interval of the

Difference

Lower Upper

Central .000 .820 .75 .89

TEST VALUE AT 3



hypothesize that the customers are satisfied with the service Central.



the customers are not feeling outstanding for the service of Central.

One-Sample TestT-Test



MeanCentral 150 2.82 .450 .037

One-Sample Test

49

Test Value = 3

t

-4.902

df

149

Sig.

(2-tailed)

Mean

Differe

nce

95% Confidence

Interval of the

Difference

Lower Upper

Central .000 -.180 -.25 -.11

Inference:-



value 2 a 3 we get the same result, it means that the null hypothesis H0 is

rejected and alternative hypothesis is accepted and it can be said that


mean. So, we can say that customers are satisfied but not feel completely

outstanding about the service of the Vadodara Central.

PANTALOONS

One Sample T-Test:



hypothesize that the customers are satisfied with the service of

Pantaloons.

i.e. Ho : x = µ = 2

50



are not satisfied with the service of Pantaloons.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2




T-Test


N MeanStd.

DeviationStd. Error

MeanPantaloons 150 2.69 .530 .043

One-Sample Test

51

Test Value = 2

t

16.014

df

149

Sig.

(2-tailed)

Mean

Differe

nce

95% Confidence

Interval of the

Difference

Lower Upper

Pantaloons .000 .693 .61 .78

TEST VALUE AT 3



hypothesize that the customer’s feels outstanding about the service of

the Pantaloons.



the customers are not feeling outstanding for the service of Pantaloons

One-Sample Test

T-Test



MeanPantaloons 150 2.69 .530 .043

52

One-Sample Test

Test Value = 3

t

-7.083

df

149

Sig.

(2-tailed)

Mean

Differe

nce

95% Confidence

Interval of the

Difference

Lower Upper

Pantaloons .000 -.307 -.39 -.22

Inference:-







feel completely outstanding about the service of the Pantaloons.

PLANET FASHION

One Sample T-Test:



hypothesize that the customers are satisfied with the service of the Planet

53

fashion.

i.e. Ho : x = µ = 2



are not satisfied with the Planet fashion.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2




T-Test


N Mean Std. Deviation Std. Error MeanPlanet fashion 150 2.22 .554 .045

54

One-Sample Test

Test Value = 2

t

4.863

df

149

Sig.

(2-tailed)

Mean

Differe

nce

95% Confidence

Interval of the

Difference

Lower Upper

Planet fashion .000 .220 .13 .31

TEST VALUE AT 3



hypothesize that the customers are satisfied with the service of the Planet

fashion.



are not satisfied with the Planet fashion.

T-Test


N Mean Std. Deviation Std. Error MeanPlanet fashion 150 2.22 .554 .045

One Sample Statistics

55

Test Value = 3

t

17.24

2

df

149

Sig.

(2-tailed)

Mean

Differe

nce

95% Confidence

Interval of the

Difference

Lower Upper

Planet fashion .000 -.780 -.87 -.69

Inference:-



value 2 and 3 we get same result, it means that the null hypothesis H0 is



mean. So, we can say that customers are satisfied but not feel completely

outstanding about the service of the Planet fashion.

JADEBLUE

One Sample T-Test:



hypothesize that the customers are satisfied with the service of the Jade

blue.

56

i.e. Ho : x = µ = 2



are not satisfied with the service of the Jade blue.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2




T-Test


N Mean Std. Deviation Std. Error MeanJade blue 150 1.94 .626 .051

One-Sample Test

57

Test Value = 2

t

-1.173

df

149

Sig.

(2-tailed)

Mean

Differe

nce

95% Confidence

Interval of the

Difference

Lower Upper

Jade blue .243 -.060 -.16 .04

TEST VALUE AT 1



hypothesize that the customers are feel poor about the service of the Jade

blue.



the customers are not feeling service is poor for Jade blue.

One-Sample Test


N Mean Std. Deviation Std. Error MeanJade blue 150 1.94 .626 .051

58

One-Sample Test

Test Value = 1

t

18.380

df

149

Sig.

(2-tailed)

Mean

Differe

nce

95% Confidence

Interval of the

Difference

Lower Upper

Jade blue .000 .940 .84 1.04

Inference:-






hypothesized mean. So, we can say that some customers feels that

service of Jade blue is satisfying but there are also some feels that service

of the Jade blue is poor.

SUBHIKSHA

One Sample T-Test:


59


hypothesize that the customers are satisfied with the service of the

Subhiksha.

i.e. Ho : x = µ = 2



are not satisfied the Subhiksha.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2




T-Test


N Mean Std. Deviation Std. Error MeanSubiksha 150 1.72 .646 .053

60

One-Sample Test

Test Value = 2

t

-5.306

df

149

Sig.

(2-tailed)

Mean

Differe

nce

95% Confidence

Interval of the

Difference

Lower Upper

Subiksha .000 -.280 -.38 -.18

TEST VALUE AT 1



hypothesize that the customers are feel poor about the service of

Subhiksha.



the customers are not feeling poor for the service of Subhiksha.


N Mean Std. Deviation Std. Error MeanSubiksha 150 1.72 .646 .053

61

One-Sample Test

Test Value = 1

t

13.644

df

149

Sig.

(2-tailed)

Mean

Differe

nce

95% Confidence

Interval of the

Difference

Lower Upper

Subiksha .000 .720 .62 .82

Inference:-






hypothesized mean. So, we can say that some customers feel that service

of Subhiksha is satisfying but there are also some feels that service of the

Subhiksha is poor.

The experience of the people during the visit at

Vadodara Central.

PARKING FACILITY OF THE MALL

62

One Sample T-Test:



hypothesize that the customers are satisfied with the Parking facility of

the mall.

i.e. Ho : x = µ = 2



are not satisfied with the Parking facility of the mall.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2




T-Test


63

N Mean Std. Deviation Std. Error MeanParking in the mall 150 2.45 .661 .054

One-Sample Test

Test Value = 2

t

8.278

df

149

Sig.

(2-

tailed)

Mean

Differen

ce

95% Confidence

Interval of the

Difference

Lower Upper

Parking in the mall .000 .447 .34 .55

TEST VALUE AT 3



hypothesize that the customers are feel good about the Parking facility of

the mall.



the customers are not fell good about the Parking facility of the mall.

One-Sample Test T-Test

64


N MeanStd.

DeviationStd. Error

MeanParking in the mall 150 2.45 .661 .054

One-Sample Test

Test Value = 3

t

10.225

df

149

Sig.

(2-

tailed)

Mean

Differen

ce

95% Confidence

Interval of the

Difference

Lower Upper

Parking in the mall .000 -.553 -.66 -.45

Inference:-



value 2 and 3 we get he same result, it means that the null hypothesis H0

is rejected and alternative hypothesis is accepted and it can be said that


mean. So, we can say that customers are satisfied but not feel

outstanding about the Parking facility provided by the Vadodara Central.

AMBIENCE OF THE MALL

65

One Sample T-Test:



hypothesize that the customers are satisfied with the Ambience of the

mall.

i.e. Ho : x = µ = 2



are not satisfied with the Ambience of the mall.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2




T-Test

66


N MeanStd.

DeviationStd. Error

MeanAmbience of the mall 150 2.76 .459 .037

One-Sample Test

Test Value = 2

t

20.28

9

df

149

Sig.

(2-

tailed)

Mean

Differen

ce

95% Confidence

Interval of the

Difference

Lower Upper

Ambience of the

mall.000 .760 .69 .83

TEST VALUE AT 3



hypothesize that the customers are feel good about the Ambience of the

mall.



the customers are not fell good about the Ambience of the mall.

67

One-Sample Test One-Sample Statistics

N MeanStd.

DeviationStd. Error

MeanAmbience of the mall 150 2.76 .459 .037

One-Sample Test

Test Value = 3

t

-

6.407

df

149

Sig.

(2-

tailed)

Mean

Differen

ce

95% Confidence

Interval of the

Difference

Lower Upper

Ambience of the

mall .000 -.240 -.31 -.17

Inference:-







feel outstanding about Ambience of the mall.

68

LIGHTING IN THE MALL

One Sample T-Test:



hypothesize that the customers are satisfied with the Lighting in the mall.

I.e. Ho: x = µ = 2



are not satisfied with the Lighting in the mall.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2




69

T-Test


N Mean Std. Deviation Std. Error Mean Lighting in the mall 150 2.86 .385 .031

One-Sample Test

Test Value = 2

t

27.37

4

df

149

Sig.

(2-

tailed)

Mean

Differen

ce

95% Confidence

Interval of the

Difference

Lower Upper

Lighting in the mall .000 .860 .80 .92

TEST VALUE AT 3



hypothesize that the customers are feel good about the Lighting in the

mall.



the customers are not fell good about the Lighting in the mall.

70

One-Sample TestT-Test


N MeanStd.

DeviationStd. Error

MeanLighting in the mall 150 2.86 .385 .031

One-Sample Test

Test Value = 3

t

-4.456

df

149

Sig.

(2-

tailed)

Mean

Differen

ce

95% Confidence

Interval of the

Difference

Lower Upper

Lighting in the mall .000 -.140 -.20 -.08

Inference:-







feel outstanding about the Lighting in the mall.

71

MUSIC IN THE MALL

One Sample T-Test:



hypothesize that the customers are satisfied with the Music which was

played in the mall.

i.e. Ho : x = µ = 2



are not satisfied with the Music which was played in the mall.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2




72

T-Test


N MeanStd.

DeviationStd. Error

MeanMusic in the mall 150 2.51 .621 .051

One-Sample Test

Test Value = 2

t

9.990

df

149

Sig.

(2-

tailed)

Mean

Differen

ce

95% Confidence

Interval of the

Difference

Lower Upper

Music in the mall .000 .507 .41 .61

TEST VALUE AT 3



hypothesize that the customers are feel good about the Music which was

played in the mall.



the customers are not fell good about the Music which was played in the

mall.

73

One-Sample Test

T-Test


N MeanStd.

DeviationStd. Error

MeanMusic in the mall 150 2.51 .621 .051

One-Sample Test

Test Value = 3

t

-9.727

df

149

Sig.

(2-

tailed)

Mean

Differen

ce

95% Confidence

Interval of the

Difference

Lower Upper

Music in the mall .000 -.493 -.59 -.39

Inference:-







feel outstanding about the Music which was played in the mall.

74

MOVEMENT INSIDE THE MALL

One Sample T-Test:



hypothesize that the customers are satisfied with the Movement inside

the mall.

i.e. Ho : x = µ = 2



are not satisfied with the Movement inside the mall.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2




75

T-Test


N MeanStd.

DeviationStd. Error

MeanMovement inside the

mall150 2.63 .536 .044

One-Sample Test

Test Value = 2

t

14.467

df

149

Sig.

(2-

tailed)

Mean

Differen

ce

95% Confidence

Interval of the

Difference

Lower Upper

Movement inside

the mall .000 .633 .55 .72

TEST VALUE AT 3



hypothesize that the customers are feel good about the Movement inside

the mall.

76



the customers are not fell good about the Movement inside the mall.

One-Sample Test T-Test


N MeanStd.

DeviationStd. Error

MeanMovement inside the mall

150 2.63 .536 .044

One-Sample Test

Test Value = 3

t

-8.376

df

149

Sig.

(2-

tailed)

Mean

Differen

ce

95% Confidence

Interval of the

Difference

Lower Upper

Movement inside

the mall .000 -.367 -.45 -.28

Inference:-



value 2 and 3 we get the same result it, means that null hypothesis H0 is


77


mean. So, we can say that customers are satisfied but not feel

outstanding about the Movement inside the mall.

The people preferred to do shopping again at Vadodara Central.

Shopping again at Central


PercentCumulative

PercentNever Come 5 3.3 3.3 3.3

May be 37 24.7 24.7 28.0Certainly 108 72.0 72.0 100.0

Total 150 100.0 100.0

Inference:- We can see that from the above table that out of 150 respondents 3.3% people will not like to shop again at VadoraCentral, 24.7% people say that they may be come again to do shopping at Vadodara Central and 72,0% people will say that they will certainly come for shop again at Vadodara Central.

So, we can say that and only few people will not decide or not come for purchase at Vadodara Central and most of the people like the V.C. for shopping and they are ready to come again for shop at Vadora Central.

78

DEMOGRAPHIC DETAILS

Age Gender Marital status Occupation IncomeValid 150 150 150 150 150

Missing 0 0 0 0 0

Age


PercentCumulative

PercentBelow 20 years 29 19.3 19.3 19.3

20 to 25 years 71 47.3 47.3 66.7 26 to 30 years 31 20.7 20.7 87.3 31 to 40 years 9 6.0 6.0 93.3 41 to 50 years 3 2.0 2.0 95.3 50 years above 7 4.7 4.7 100.0 Total 150 100.0 100.0

Inference:- We can see that from the above table that out of 150 respondent 68% people are from 20 to 30 years or 31 to 40 years age group and only 32% people belongs to other age groups.

So, we can say that most people from age 20 to 30 years are come at Vadodara Central than other age group people for doing the shopping and for other activities.

Gender


PercentMale 114 76.0 76.0 76.0

Female 36 24.0 24.0 100.0

79

Total 150 100.0 100.0

Inference:- We can see that from the above table that out of 150 respondent 76% people who visited the Vadodara Central are Male and 24% people are of Female gender.

Marital status

Frequenc

y PercentValid

Percent Cumulative PercentMarried 63 42.0 42.0 42.0

Unmarried 87 58.0 58.0 100.0 Total 150 100.0 100.0

Inference:- We can see that from the above table that out of 150 respondent 42% people are married and 58% people are unmarried.

Occupation

Frequenc

y PercentValid

PercentCumulative

PercentStudent 51 34.0 34.0 34.0

Professional 22 14.7 14.7 48.7 Business person 27 18.0 18.0 66.7 Retired 3 2.0 2.0 68.7 Govt service 6 4.0 4.0 72.7 Self employed 7 4.7 4.7 77.3 Service 30 20.0 20.0 97.3 Housewives 4 2.7 2.7 100.0 Total 150 100.0 100.0

Inference:- We can see that from the above table that out of 150 respondent 54%

80

people are belongs from Student and Service class group and 32.7% people are belongs from the Professional and business group . So, we can say that Vadodara Central is most preferred place for shopping and other facility for young.

Income


PercentCumulative

PercentLess than 5000 31 20.7 20.7 20.7

From 5001 to 10000

21 14.0 14.0 34.7

From 10001 to 20000

31 20.7 20.7 55.3

From 20001 to 30000

16 10.7 10.7 66.0

From 30001 to 40000

7 4.7 4.7 70.7

From 40001 to 50000

4 2.7 2.7 73.3

More than 50000 10 6.7 6.7 80.0 Can not disclose

30 20.0 20.0 100.0

Total 150 100.0 100.0

Inference:- We can see that from the above table that out of 150 respondent 20.7% people are belongs to the less than 5000 income group and same number of people are belongs to the 10001 to 20001 income group, 20% people are not interested in disclose there income. So, we can say that high class income group people prefer Vadodara Central for the shopping and Vadodra Central is also preferred place for the middle income age group.

81

CorrelationCorrelation between Purchase and satisfaction from service of staff of Central.

Satisfaction level for…. Satisfy

COURTEOUS Pearson Correlation .084

FRIENDLY Pearson Correlation .023

WELL GROOMED Pearson Correlation .058

KNOWLEDGEABLE Pearson Correlation -.078

There is Positive correlation between Purchases and Courteous, Friendly, Well groomed and there is Negative correlation between Purchase and Knowledgeable level.

82

Cross Tabulation Between Purchase and Staff of Central

Purchase * CourteousCrosstab

CourteousDisagree Neutral Agree Total

Purchase Yes % within purchase 6.5% 15.2% 78.3% 100.0%No % within purchase 3.4% 12.1% 84.5% 100.0%

Total % within purchase 5.3% 14.0% 80.7% 100.0%

Inference:-From above table we can say that 80.7% of people agree that staff of Central is courteous to them.

Directional Measures

Nominal by Interval Value

Eta Purchase Dependent .084Courtesy Dependent .084

This measure of the strength of association between two

categorical variables. A value .084 represent a weak association

between Purchase and courtesy from the staff of Central i.e. only

8.4% association between Purchase and courtesy from the staff of

Central.

83

Purchase * Friendly

CrosstabFriendly

Disagree Neutral Agree TotalPurchase Yes % within purchase 2.2% 18.5% 79.3% 100.0%

No % within purchase 1.7% 17.2% 81.0% 100.0%Total % within purchase 2.0% 18.0% 80.0% 100.0%

Inference:-From above table we can say that 80.0% of people agree that staff of Central is friendly to them.



Eta Purchase Dependent .023Friendly Dependent .023



between Purchase and friendliness from the staff of Central i.e. only

2.3% association between Purchase and friendliness from the staff

of Central .

84

Purchase * Well groomed

CrosstabWell groomed



Inference:-From above table we can say that 70.7% of people agree that staff of Central is well groomed.



EtaPurchase Dependent .121Well groomed Dependent

.058



between Purchase and well groomed staff of Central i.e. only 5.8%

association between Purchase and groomed staff of Central.

85

Purchase * Knowledgeable

CrosstabKnowledgeable



Inference:-From above table we can say that 63.3% of people agree that staff of Central is knowledgeable.



Eta Purchase Dependent .117Knowledge Dependent .078



between Purchase and knowledge of staff of Central i.e. only 7.8%

association between Purchase and knowledge of staff of Central.

86

CorrelationCorrelation between Satisfaction level and Age, Gender, Status,

Occupation, Income and visit at Central.

Satisfaction level for…. Satisfy

AGE Pearson Correlation .041

GENDER Pearson Correlation -.157

MARITAL STATUS Pearson Correlation -.101

OCCUPATION Pearson Correlation .058

INCOME Pearson Correlation .196

VISIT Pearson Correlation .104

There is Positive correlation between Age and Satisfaction, Occupation and Satisfaction, Income and Satisfaction, Visit at Central and Satisfaction and there is Negative correlation between Gender and Satisfaction level, marital status and Satisfaction level.

87

Cross Tabulation Between Age and Preference for purchase or not.

Age groups

Purchase

TotalYes No

Below 20 years % within Age 48.3% 51.7% 100.0%

20 to 25 years % within Age 64.8% 35.2% 100.0%



41 to 50 years % within Age 100.0% 0% 100.0%

50 years and above % within Age 42.9% 57.1% 100.0%

Total % within Age 61.3% 38.7% 100.0%

Inference:-From above table we can say that 61.3% of people are purchase from Vadodara Central during there visit and in these majority of people are from age group of 2o to 30 years of age group. So we can say that the Central should concentrate on these young age group people.

88

Cross Tabulation Between Age and Reason for not purchase

Age groups

Reason for not purchase

Total Purchase

Accompanied with some one

Spend some time

DineWindow shopping

Below 20 years

% within Age

48.3% 13.8% 6.9% 6.9% 24.1% 100.0%

20 to 25 years

% within Age

64.8% 2.8% 12.7% 8.5% 11.3% 100.0%

26 to 30 years

% within Age

71.0% 9.7% 6.5% 3.2% 9.7% 100.0%

31 to 40 years

% within Age

44.4% 0% 11.1% 0% 44.4% 100.0%

41 to 50 years

% within Age

100.0% 0% 0% 0% 0% 100.0%

50 years and above

% within Age

42.9% 14.3% 14.3% 28.6% 0% 100.0%

Total% within Age

61.3% 6.7% 10.0% 7.3% 14.7% 100.0%

89

Inference: - From above table we can say that major people who had not purchase come for window shopping and spend some time. So the central try make some thing to convert these people purchase from Central.



Eta Age Dependent .023Purchase Dependent .226

This measure of the strength of association between two categorical variables. A value .226 represent a weak association between Age and Purchase from Central i.e. only 22.6% association between Age and Purchase from Central.

90

Cross Tabulation Between Age and Service of Central Crosstab Central

Poor Satisfactory Outstanding TotalAge Below 20 years % within age 17.2% 82.8% 100.0%

20 to 25 years % within age 4.2% 15.5% 80.3% 100.0%26 to 30 years % within age 6.5% 93.5% 100.0%31 to 40 years % within age 11.1% 88.9% 100.0%41 to 50 years % within age 100.0% 100.0%50 years above % within age 14.3% 85.7% 100.0%

Total % within age 2.7% 12.7% 84.7% 100.0%

Inference:-From above table we can say that 84.7% of people from all the age group feel outstanding about Vadodara Central.



Eta Age Dependent .158Central Dependent .171



between Age and Satisfaction from Central i.e. only 17.1%

association between Age and Satisfaction from Central.

91

Chi-Square Test

Between Age and Service of Central

Ho: There is dependency between Age and Overall Satisfaction.

H1: There is no dependency between Age and Satisfaction level.

Value Df Asymp. Sig. (2-sided)

Pearson Chi-Square 9.832 10 .455

N of Valid Cases 150

Value of the Pearson Chi-Square is 9.832, it means there is no

dependency between Age and Satisfaction level. Sig. value is

greater than 0.05, so it means there is dependency between Age

and Satisfaction level of customers of Vadodara Central.

92

Cross Tabulation Between Gender and Service of Central

Crosstab Central

Poor

Satisfactory

Outstanding

Total

Gender Male % within gender 1.8% 10.5% 87.7% 100.0%Female % within gender 5.6% 19.4% 75.0% 100.0%

Total % within gender 2.7% 12.7% 84.7% 100.0%

Inference:-From above table we can say that 84.7% of people from both the gender (87.7% male and 75.0% female) feel outstanding about Vadodara Central.



Eta Gender Dependent .158Central Dependent .157

This measure of the strength of association between two categorical variables. A value .157 represent a weak association between Gender and Satisfaction from Central i.e. only 15.7% association between Gender and Satisfaction from Central.

93

Chi-Square Test

Between Gender and Service of Central

Ho: There is dependency between Gender and Overall Satisfaction.

H1: There is no dependency between Gender and Satisfaction level.




Value of the Pearson Chi-Square is 3.723, it means there is very less dependency between Gender and Satisfaction level. Sig. value is greater than 0.05, so it means there is no dependency between Gender and Satisfaction level of customers of Vadodara Central.

94

Cross Tabulation Between Marital status and Service of Central Crosstab Central

Poor

Satisfactory

Outstanding

Total

Marital status

Married % with in marital status

1.6% 9.5% 88.9% 100.0%

Unmarried % with in marital status

3.4% 14.9% 81.6% 100.0%

Total % with in marital status

2.7% 12.7% 84.7% 100.0%

Inference:-From above table we can say that 84.7% of people (88.9% married and 81.6% unmarried) feel outstanding about Vadodara Central.



EtaMarital status Dependent

.102

Central Dependent .101



between Marital status and Satisfaction from Central i.e. only 10.1%

association between Marital status and Satisfaction from Central.

95

Chi-Square Test

Between Marital status and Service of Central

Ho: There is dependency between Marital and Overall Satisfaction.

H1: There is no dependency between Marital and Satisfaction level.




Value of the Pearson Chi-Square is 1.55, it means there is very less dependency between Marital and Satisfaction level. Sig. value is greater than 0.05, so it means there is no dependency between Marital and Satisfaction level of customers of Vadodara Central.

96

Cross Tabulation Between Occupation and Service of Central Crosstab Central

Poor Satisfactory

Outstanding

Total

Occupation Student % within occupation

2.0% 17.6% 80.4% 100.0%

Professional % within occupation

4.5% 13.6% 81.8% 100.0%

Business person

% within occupation

11.1% 88.9% 100.0%

Retired % within occupation

100.0% 100.0%

Govt service % within occupation

100.0% 100.0%

Self employed

% within occupation

28.6% 14.3% 57.1% 100.0%

Service % within occupation

10.0% 90.0% 100.0%

House wives % within occupation

100.0% 100.0%

Total % within occupation

2.7% 12.7% 84.7% 100.0%

Inference:-From above table we can say that 84.7% of people from all Different occupation groups feel outstanding about Vadodara Central.



Eta Occupation Dependent .106Central Dependent .308


categorical variables. A value .308 represent a weak association between

97

Occupation and Satisfaction from Central i.e. only 30.8% association

between Occupation and Satisfaction from Central.

Chi-Square Test

Between Occupation and Service of Central

Ho: There is dependency between Occupation and Overall

Satisfaction.

H1: There is no dependency between Occupation and Satisfaction

level.




Value of the Pearson Chi-Square is 24.04, it means there is

dependency between Occupation and Satisfaction level. Sig. value

is greater than 0.05, so it means there is dependency between

Occupation and Satisfaction level of customers of Vadodara Central.

98

Cross Tabulation Between Income and Service of Central Crosstab Central

Poor

Satisfactory

Outstanding

Total

Income Less than 5000 % with in income 9.7% 22.6% 67.7% 100.0%From 5001 to 10000

% with in income 19.0% 81.0% 100.0%

From 10001 to 20000

% with in income 12.9% 87.1% 100.0%

From 20001 to 30000

% with in income 6.3% 93.8% 100.0%

From 30001 to 40000

% with in income 100.0% 100.0%

From 40001 to 50000

% with in income 100.0% 100.0%

More than 50000 % with in income 10.0% 10.0% 80.0% 100.0%Can not Disclose % within income 6.7% 93.3% 100.0%

Total % with in income 2.7% 12.7% 84.7% 100.0%

Inference:-From above table we can say that 84.7% of people from all different income groups feel outstanding about Vadodara Central.



Eta Income Dependent .202Central Dependent .314



between Income and Satisfaction from Central i.e. only 31.4%

association between Income and Satisfaction from Central.

99

Chi-Square Test

Between Income and Service of Central

Ho: There is dependency between Income and Overall Satisfaction.

H1: There is no dependency between Income and Satisfaction level.




Value of the Pearson Chi-Square is 18.39, it means there is dependency between Income and Satisfaction level. Sig. value is greater than 0.05, so it means there is dependency between Income and Satisfaction level of customers of Vadodara Central.

100

Cross Tabulation Between Visit and Service of Central Crosstab Central

Poor Satisfactory Outstanding TotalVisit Once % within visit 4.3% 21.7% 73.9% 100.0%

Twice % within visit 1.5% 13.4% 85.1% 100.0%Thrice % within visit 2.5% 12.5% 85.0% 100.0%More than that% within visit 5.0% 95.0% 100.0%

Total % within visit 2.7% 12.7% 84.7% 100.0%

Inference:-From above table we can say that 84.7% of people feel outstanding during there visit at Vadodara Central.



Eta Visit Dependent .161Central Dependent .129


categorical variables. A value .129 represent a weak association between

Visit and Satisfaction from Central i.e. only 12.9% association between

Visit and Satisfaction from Central.

101

Chi-Square Test

Between Visit and Service of Central

Ho: There is dependency between Visit and Overall Satisfaction.

H1: There is no dependency between Visit and Satisfaction level.




Value of the Pearson Chi-Square is 5.631, it means there is

less dependency between Visit and Satisfaction level. Sig. value is

greater than 0.05, so it means there is no dependency between

Visit and Satisfaction level of customers of Vadodara Central.

102

FINDINGS

103

My major findings from my study are as follows

As my research was done on the customers of the Vadodara Central, Near Genda circle, Wadi Wadi, Baroda are agree on following statements.

1. The location of the mall was convenient and perfect for there home shopping requirements.

2. Offer and schemes are provided by the mall was good and satisfactory.

3. All products which are required to purchase for life style maintain are available.

4. The arrangements of all products & other physical facilities at the store are good and it makes the shopping convenient& comfortable.

5. There are wide ranges of products available at the mall as per the need of all age group people.

6. Most of the people (75%) agree that employees of the store are courteous, friendly, well groomed and give proper knowledgeable and handle the queries properly.

7. The space, ambience, lighting and cleanliness of the mall were very good.

8. Most of the people (70%) preferred to visit the mall twice and thrice in a month frequently.

9. Most of the people (64%) give first preference to Central than the other malls in the Vadodara city.

10. Westside will be second preference for the people of Vadodara for shopping (27.3%).

11. Most of the purchase done by the of 20 to 30 years age group, so

Central should concentrate on these young age group people.

104

CONCLUSION

105

4.0 CONCLUSION

1. Most of customers prefer visit Vadodara Central regularly preferable on Saturday and Sunday.

2. The variety, Quality and range of products are of best type.

3. Most of the people preferred to purchase from men wear, women wear and people come for central for enjoying the food court.

4. The customers are agree that staff of the Vadodara Central is having properly groomed, courteous and having Knowledgeable.

5. The variety merchandise and quality of product is good enough.

6. The major purchase done by the young age group people.

106

RECOMMENDATIONS

5.0 RECOMENDATION

107

From the findings, the following recommendations are being made to

Vadodara Central to get optimum benefit by knowing the customer

satisfaction level from the customer of Vadodara city.

1. There should be lack of sitting place, there should facility so the

Customers can sit for some time and spend some time more on

Purchasing of product.

2. Vadodara Central enjoys the first preference in the mind of people

of Vadodara and to sustain this position in future the company

has to do proper advertisements and maintain good relation

with customers.

3. Some more products which are required to purchase for life style

maintain is to be available.

4. There should be proper system for the security of the mall so; the

customers will not face uneven problems.

5. Most of the purchase done by the of 20 to 30 years age group, so Central should concentrate on these young age group people.

108

BIBLIOGRAPHY

109

6.0 BIBLIOGRAPHY

1) Donald R Cooper & Pamela S Schindler Business Research Methods

Eighth Edition (2003), Tata McGraw-Hill, New York.

Marketing Research [TATA McGraw-HILL EDITION]

By G.C. Berry.

Marketing Management [ ] By Philip Kotler & Kevin Lane Kaller

Consumer Behavior [PEARSON EDUCATION] By Leon G Schiffman & Leslie Lazar Kanuk

Www. Pantaloons.com

110

APPENDIX

111

QUESTIONNAIRE ON CUSTOMER

SATISFACTION OF PEOPLE OF VADODARA AT VADODARA CENTRAL.

INSTRUCTIONS:

1. Please give true and correct information.2. This data is collected and used for the research purpose and will be used by the

education institutes.3. Please tick (√) in the box as per asked.4. Give the explanation in brief were asked.5. The answers/information given by you will be kept secret and will not disclose under

any circumstances to any one.

QUESTIONS:

1. Which of the following malls you visit frequently in Vadodara?Give rank on (1 to 5) rating scale on basis of preference.

CENTRAL WESTSIDE PANTALOONS

PLANET FASHION OTHERS___________

2. Did you purchase anything today during your visit at central?

YES NO

If yes then go to question no.4

3. Could you please share a reason why have you not made any purchase? I accompanied someone during this visit

I come to spend some time

I came to dine

I came to do Window shopping

112

4. Please specify from which section you have purchased? (You can mark more than one).

MENS WEAR WOMANS WEAR KIDS WEAR

FOOTWEARS SPORTSWEARS FOOD COURT

COSMETICS & JEWELERY & BOOKS & ASSESORIES WATCHES MUSIC

TOYS ELECTRONICS & MOBILE APPLIANCES PHONES

5. Please rate the staff of our mall by tick mark the box. Disagree Neutral Agree

COURTEOUS

FRIENDLY WELL GROOMED

KNOWLEDGEABLE

6. Please tick mark in the following which best suites them?

PARTICULARS OUTSTADING SATISFACTORY POOR

How did you find our variety, quality and range of products?What do you think of our prices?Were you comfortable navigating in the mall?How do you find our cleanliness of the store?

113

7. How many times in a month did you visit the Central?

ONCE

TWICE

THRICE

MORE THAN THAT

8. What did you think of the services that are provided in following malls?

MALLS OUTSTANDING SATISFACTORY POOR

WESTSIDECENTRALPANTALOONPLANET FASHIONJADE BLUESUBHIKSHA

9. Please tell about your experience during the visit to central.

PARTICULARS POOR NEUTRAL GOODParkingAmbience of the mallLighting in the mall Music in the mallMovement inside the mall

10. Will you shop again at Central?

CERTAINLY

MAY BE

NOT VERY LIKELY

11. Any valuable suggestions or recommendations:

114

12. Personal Details:

Name: ______________________

Email ID: ____________________

Phone No: ____________________

Please select your age group:

Below 20 years 20 to 25 years 26 to 30 years 31 to 40 years

41 to 50 years 50 years above

Select your gender

MALE FEMALE

Marital status: Married Unmarried

Please choose your present occupation.

STUDENT PROFEESIONAL BUSINESS PERSON

RETIRED GOVT SERVICE SELF EMPLOYED

SERVICE HOUSEWIVES OTHERS

In which income group you belongs Income (monthly):

Less then 5000 From 5001 to 10000

From 10001 to 20000 From 20001 to 30000

From 30001 to 40000 From 40001 to 50000

More than 50000 Can not disclose

115

THANK YOU

116

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