A STUDY ON THE LEVEL OF CUSTOMER SATISFACTION IN SEKAR-EMPORIUM

PROJECT REPORT Submitted to the UNIVERSITY OF MADRAS In partial fulfillment of the requirement for the award of the degree of BACHELOR OF BUSINESS ADMINISTRATION BY MITALI.K.KATARIA REG NO: 05/E401028 Under the guidance of TMT. R.BHUVANESWARI, M.Com, M.Phil

DEPARTMENT OF BUSINESS ADMINISTRATION ETHIRAJ COLLEGE FOR WOMEN CHENNAI-600008 2007-2008

DECLARATION
I hereby declare that this project entitled A STUDY ON THE LEVEL OF CUSTOMER SATISFACTION IN SEKAR-EMPORIUM has been prepared by me during the year 2007-2008 under the guidance of TMT. R.BHUVANESWARI, M.com, M.Phil.

I also hereby declare that this project report has not been submitted at any time to any other university or institute for the award of any degree/diploma.

REG.NO: 05/E401028 PLACE: CHENNAI DATE: Signature of student

Ethiraj College for Women Ethiraj Salai, Chennai - 600008 Phone: 28279187 / 28271166 Fax: 044 028282014 E-mail: ethiraj_princy@yahoo.com.

BONAFIDE CERTIFICATE
This is to certify that MISS. MITALI.K.KATARIA (Reg no: 05/E401028) the student of final year Bachelors of Business Administration has prepared a project titled A STUDY ON THE LEVEL OF CUSTOMER SATISFACTION IN SEKAR-EMPORIUM as a partial fulfillment of B.B.A degree for the academic year 2007-2008.

Signature of External Examiner

Signature of H.O.D

ACKNOWLEDGEMENT
I praise and thank the lord who has been an unfailing source of strength, comfort and inspiration. At the outset, I wish to acknowledge my sincere gratitude to Dr. TMT. M.THAVAMANI, M.com, M.Phil., Ph.D., principal for her encouragement and valuable support. I thank TMT. P.S.BUVANESWARI, M.COM, M.PHIL, M.B.A, Head of the department for her guidance and valuable support. I humbly submit my profuse felicitations to my guide TMT. R.BHUVANESWARI, M.COM, M.PHIL, for counseling in the preparation of this report. I also thank MISS. M.VANISHREE, M.S.C, M.B.A, and TMT. RAJALAKSHMI KANNAN, M.COM, M.PHIL, TMT. M.PADMAJA, M.COM, M.PHIL., GRAD.C.W.A for their continuous support and encouragement. My special thanks to MR. SIVAKUMAR, manager of SekarEmporium who has given me an opportunity to do the project in their organization. Reg no. 05/E401028 MITALI.K.KATARIA

CONTENTS

CHAPTER NO

TITLE

PAGE NO.

I.

INTRODUCTION I.1 Introduction to the study I.2 Industry profile I.3 Company profile I.4 Need for the study I.5 Objectives of the study I.6 Scope of the study I.7 Limitations of the study 1 2 7 14 14 15 15

II.

CONCEPTUAL REVIEW

16

III.

RESEARCH METHODOLOGY

27

IV.

DATA ANALYSIS AND INTERPRETATION

35

V.

SUMMARY AND CONCLUSION

80

BIBLIOGRAPHY ANNEXURES

LIST OF TABLES TABLE NO.

4.1

TITLE

PAGE NO.

Table showing the respondents period of commitment to the store.

35

4.2

Table showing whether the store hours are convenient.

38

4.3

Table showing the frequency of the respondents in visiting the store.

40

4.4

Table showing the respondents level of satisfaction with regard to availability of product.

42

4.5

Table showing the opinion of the respondents on the price of the products in Sekar-Emporium.

44

4.6

Table showing respondents opinion about the quality of products at the store.

46

Table showing respondents opinion about

TABLE NO.
4.7

TITLE
employees attention to the customers.

PAGE NO.

4.8

Table showing the respondents opinion on handling of customer complaints by the store.

50

4.9

Table showing respondents assessment of communication with employees of SekarEmporium.

52

4.10

Table showing the respondents whether the store shows sincere interest in solving customers problem.

54

4.11

Table showing respondents opinion about the store layout.

56

4.12

Table showing respondents opinion about the store dcor and store atmosphere of the store.

58

4.13

Table showing the respondents opinion on the display of goods at Sekar-Emporium.

60

62

TABLE NO.
4.14

TITLE
Table showing the respondents satisfaction with Sekar-Emporium based on their last visit.

PAGE NO.

4.15

Table showing the respondents opinion about repurchase of products from the store.

64

4.16

Table showing incentives provided by SekarEmporium to respondents.

66

4.17

Table showing whether the store provides free door delivery service

68

4.18

Table showing after-sale service provided by the store.

70

4.19

Table showing the most popular multi-product store among the respondents.

72

4.20

Table showing the factors which influence the purchase of products from the store.

74

LIST OF CHARTS

TABLE NO.
4.1

TITLE

PAGE NO.

Chart showing the respondents period of commitment to the store.

37

4.2

Chart showing whether the store hours are convenient.

39

4.3

Chart showing the frequency of the respondents in visiting the store.

41

4.4

Chart showing the respondents level of satisfaction with regard to availability of product.

43

4.5

Chart showing the opinion of the respondents on the price of the products in Sekar-Emporium.

45

4.6

Chart showing respondents opinion about the quality of products at the store.

47

4.7

Chart showing respondents opinion about employees attention to the customers.

TABLE NO.

TITLE

PAGE NO.

4.8

Chart showing the respondents opinion on handling of customer complaints by the store.

51

4.9

Chart showing respondents assessment of communication with employees of SekarEmporium.

53

4.10

Chart showing the respondents whether the store shows sincere interest in solving customers problem.

55

4.11

Chart showing respondents opinion about the store layout.

57

4.12

Chart showing respondents opinion about the store dcor and store atmosphere of the store.

59

4.13

Chart showing the respondents opinion on the display of goods at Sekar-Emporium.

61

4.14

Chart showing respondents satisfaction with Sekar-Emporium based on their last visit.

63

TABLE NO.
4.15

TITLE

PAGE NO.

Chart showing respondents opinion about repurchase of product from the store.

65

4.16

Chart showing incentives provided by SekarEmporium to respondents.

67

4.17

Chart showing whether the store provides free door delivery service

69

4.18

Chart showing after-sale service provided by the store.

71

4.19

Chart showing the most popular multi-product store among the respondents.

73

4.20

Chart showing the factors which influence the purchase of products from the store.

75

CHAPTER- I INTRODUCTION

1. INTRODUCTION TO THE STUDY

Customer satisfaction is one of the important elements which require more attention for promotion of product, only when the customers are satisfied there is repurchase behaviour from their side. In order to boost up the sales it becomes necessary for the firms to identify the satisfaction level for their products.

In competitive Market place, where business competes for customers, customer satisfaction is seen as key differentiator and increasingly has become a key element of business strategy.

Modern Marketing begins with the consumers and ends with ends with the consumers. Creation of satisfied customers is the main goal of Modern Marketing.

1.1 INDUSTRY PROFILE

Retail is Indias largest industry, accounting for over 10% of countrys GDP and around 8% of the employment. Retail industry in India is at the crossroads. It has emerged as one of the most dynamic and fast paced industries with several players entering the market. The Indian Retail Industry is gradually inching its way towards its way becoming the next boom industry. The future of the Indian Retail Industry looks promising with the growing of the market, with the government policies are becoming more favorable the and emerging technologies facilitating operations. But all of them have not tasted success because of the heavy initial investment that is required to break even with other companies and compete with them. In India the vast middle class and its almost untapped RETAIL Industry are the key attractive force for global retail giants wanting to enter into newer markets, which in turn help the Indian Retail Industry to grow faster. A large working group with medium age of 24 years, nuclear families in urban areas, along with increasing working women population and emerging

opportunities in the services sector are going to be the key factors in the growth of the organised Retail sector in India.

KEY FACTORS

1. Retail is Indias largest industry, accounting for over 10% of countrys GDP and around 8% of the employment. 2. The market size of Indian Retail Industry is about US $312 billion.
3.

Organized retailing comprises only 2.8% of the total retailing market and is estimated at around US $8.7 billion.

4. The organised retail sector is expected to grow to US $70 billion by 2010.

The first challenge facing the organized retail Sector in India is: Competition from the unorganized sector. Traditional retailing has established in India for some centuries. it is a low cost structure, mostly owner-operated, has negligible real estate and labour costs and little to pay. Consumer familiarity that runs from generation to generation is one big advantage for traditional retailing sector.

In contrast, players in the organized sector have big expenses to meet, and yet have to keep prices low enough to be able to compete with traditional sector. Organized retailing also has to cope with the middle class psychology that the bigger and brighter a sales outlet, the more expensive it will be. Indias first true shopping mall complete with food courts , recreation facilities and large car parking space was inaugurated as lately as in 1999 in Mumbai(this mall is called Crossroads) Local companies and local foreign joint ventures are expected to more advantageously position than foreign ones in the fledging organised Indias retailing industry. An FDI (Foreign Direct Investment) Confidence Index Survey done by AT Keamey, retail industry is one of the most attractive for FDI in India and foreign retail claims would make an impact. The Retail Industries are divided into two the organised sector. And a unorganized sector. Organised sector refers to trading activities undertaken by licensed, that is, those who are registered for sales tax, Income tax etc. Unorganised sector refers to traditional formats of

two-cost retailing, for example local kirana shops, owner manned general shops, paan\beedi shops, convenience stores, pavement vendors. The Retail Industries in India is of late of ten being hailed as one of the sunrise sectors in economy. AT Kearney, the well-known international management consultancy, recently identified India as 2nd most attractive retail destination globally from among 30 emergent

markets. It has made India the cause of good deal of excitement and the cynosure of many foreign eyes. With a contribution of 14% of National GDP and employing 7% of total workfare (only agriculture employs more) in country, the retail industry is definitely one of the pillars of Indian economy.

Opportunities in Indian Organised Retail Sector

The opportunities in Indian organised Retail Sector are many for this sector is witnessing a boom.

The Retail Industries in India amounted to US $200 billion in 2006, and out of this amount the Indian Organised retail sector amounted to US $6.4 billion. The opportunities in Indian organised Retail

Sector can be judged from the fact that by 2010 it is expected to raise US $23 billion.

The various opportunities in Indian organised Retail Sector are mainly there for the Indian consumers behaviour pattern has changed. Now the Indian consumer gets more hefty pay-packages, is younger, a large number of women are working, western influences, and more disposable income have opened a lot of opportunities in Indian organised Retail Sector. The Indian consumers wants to shop, eat and get entertainment in one place and is have also organised Retail Sector an opportunity to grow.

The Indian Government in 2005 allowed Foreign Direct Investment (FDI) in single brand retail to 51%. This has opened up a lot of opportunities in Indian organised retail sector. In fact 325 departmental stores, 300 new malls, and 1500 supermarkets are being built which shows the tremendous opportunities in the organised retail sector.

The opportunities in Indian organised retail sector are varied and it must be fully exploited by the Indian retailers.

1.2 COMPANY PROFILE

Sekar Emporium Adding Colours to Chennai since 1952.
It is a traditional clothing store and a usual family destination. Some of the many commonly used terms used by the citizens of Chennai to portray their favorite fashion shop: Sekar Emporium. It is a fashion store that has been adding colours to the lives of Chennai, since 1952. In fact, festivities and celebrations for most of the city dwellers begin only after a customary visit to Sekar-Emporium.

Ever since their inception, the name "Sekar Emporium" has been registered in the minds of the Chennai-ites. They deal in all the reputed mill items, which cater to the needs of all segments of people. It is a Partnership Firm started in the year 1952 initially to satisfy and cater to the needs of the clothing requirements of the middle and upper middle-income group. As time passed on they have slowly established themselves as a quality shop, which fulfills the clothing requirements of all segments of

people. The main line of business is sale of textiles namely suiting, shirting, silk & cotton sarees and ready-made garments for gents, ladies and children. The firm also deals in retail sale of cosmetics, men & women accessories, various fancy items & toys and thus operates as One-Stop Store for a family. They enjoy monopoly status in their area, as there is no shop of their size, which has the complete range. Sekar Emporium.

They are well known and widely popular among the people of chennai for offering best quality clothing from reputed mills and brands that reflects, the latest atyles and sets newer trends.

To be more precise the secret of their success is due to: The thorough and extensive knowledge of the trade we have gains & acquired over five decades. the adaptive ness to trends and ability to keep themselves abreast of the changes in fashions and designs that take place quite frequently Sound business acumen and quality

 Reasonable price coupled with quality.

Their motto "Service with smile" Strong clientele base and who are attached to Sekar Emporium family through generations

They have also been enjoying the patronage of loyal customers - both individuals and institutions

APPARELS AVAILABLE Sarees

The beauty of a woman is revealed in the saree she wears. It is the true reflection of the essence of a woman. Their master craftsmen at Kancheepuram weave sarees that are exquisite and one of a kind. Their silk sarees are handcrafted to perfection. Their cotton saree collection is the way to cool off this summer. And we house the most comprehensive collection of cotton sarees ranging from Orissa to Bengal, from Kota to Ahmedabad, from Chirala to Coimbatore and many more.

Salwars
Chic salwars that customers can wear for any occasion. Casual and comfortable ones ideal for time out with friends. Embroided, mirror worked etc. Such is the vast collection that they house. their special collections include styles from the North as well as keeping in tune with the trends and styles of today.

Kurtis
A perfect wear for an evening out or for a casual dinner. Customers can also wear it to work. Made with different materials like Cotton and linen, customers always are comfortable.

Denim-wear
For today's generation, they have different styles, cuts and shades

of denim.

Casual Wear
Stylish yet economical, the collection represents the trends of today.

Dress materials
Colourful dress materials, matching blouse materials, dupattas and any material customers may need is available at our dress material section.

Dressing up Gentlemen
For gentlemen of finer taste, they have dedicated a whole floor with the most contemporary and comprehensive collection of garments. From shirts, trousers, suits, khakis, Capri, denim, Linen, casuals

Formal Shirts
Shirts that would make heads turn as soon as they walk into the office. Plains, Checks, Full-sleeves et al. There are various brands from

which the customers could choose.

Trousers
From wrinkle-free, flat-fronts, khakis and Capri, the customers will find all the various types and brands all under one roof. Their trousers come in all sizes and their quality ensures that they endure for a long time.

Kurtas

Parties, weddings, receptions always bring up a tricky question. What to wear? They have solved that riddle. Their kurtas are specially made and each kurta is a masterpiece on its own. They also have kurtas that can be worn on casual occasions.

Denim-Wear
A wide variety of brands to choose from. Be it jeans or jackets, you're sure to find one that interests you. In different styles, shades and cuts. Denim wear that suits any and every style the customers are looking for.

Casual Cottons

Keeping in mind the summer, they have launched The Cotton Sangamam. These are cotton garments that help you beat the heat.

At Sekar emporium, they make their customers feel at home. By principle they believe that customers need not go shopping for different things to different places. Intricate articles and accessories are not only available but there is an exclusive section. From neckwear to belts, from earrings to bracelets, from scarves to we house the latest fashion designs especially for their customers. For when they leave, they needn't leave with just clothes but also appropriate accessories to suit the clothes they've just bought!

1.3 NEED FOR THE STUDY

Modern marketing concept or philosophy is customer satisfaction. Only when the customers are satisfied the products or the brand can substitute or compete in the market. Organizations objectives can be achieved only by serving the customers need. So there is a need for the study to measure the level of customer satisfaction for SekarEmporium.

1.4 OBJECTIVES OF THE STUDY

To determine the level of customer satisfaction in Sekar-Emporium. To know the factors which influence the customers to purchase the product from Sekar-Emporium.

To suggest measure that would improve the overall performance of the store.

1.5 SCOPE OF THE STUDY

The study is undertaken to determine the level of satisfaction of customers at Sekar-Emporium. The study includes analysis of preference of customers towards the purchase of products, after-sale services provided by Sekar-Emporium and the attitude of the salesperson. The consumers needs, opinions, are gathered and analyzed and few suggestions have been drawn.

1.6 LIMITATIONS OF THE STUDY

The respondents view is considered true and valid.

Time was a major constraint for the completion of this project. The sample size was restricted to 100 samples only.

The study was restricted only to customers in the locality of kodambakkam.

The result of the study is based on the information provided by the respondents which may be biased.

CHAPTER II CONCEPTUAL REVIEW

2. CONCEPTUAL REVIEW

WHAT IS MARKETING?
In general, marketing activities are all those associated with identifying the particular wants and needs of a target market of customers, and then going about satisfying those customers better than the competitors. This involves doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution.

DEFINITION OF MARKETING
The American Marketing Association (AMA) states, Marketing is the process of planning and executing the conception,

pricing , promotion , and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives".

FACTORS OF MARKETING
Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from competitive encroachments.

MARKETING MIX

According to W.J.Stanton,"marketing mix is the term used to describe the combination of the four inputs which constitute the core of a company's marketing system: the product, the price structure, the promotional activities, and the distribution system. The marketing mix denotes a combination of various elements which in their totality constitute a firm's "marketing system. These elements are often described as FOUR P's.

FOUR P's PRODUCT

The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user's needs and wants. The scope of a product generally includes supporting elements such as warranties, guarantees, and support.

PRICING
This refers to the process of setting a price for a product, including discounts. The price need not be monetary - it can simply be what is exchanged for the product or services, e.g. time, energy, psychology or attention.

PROMOTION
This includes advertising, sales promotion, publicity, and personal selling, and refers to the various methods of promoting the product, brand, or company.

PLACEMENT OR DISTRIBUTION
Placement or distribution refers to how the product gets to the customer; for example, point of sale placement or retailing. This fourth P has also sometimes been called Place, referring to the channel by which a product or services is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc.

CONCLUSION
Marketing tends to be seen as a creative industry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers' future needs and wants, often through market research. Marketing requires information about people such as "what-they

like, "where they buy", and "how they spend. Its role is to match right products or right services with the right market or audience.

CUSTOMER
A customer refers to individuals or households that purchase goods and services generated within the economy. The word historically derives from "custom," meaning "habit"; a customer was someone who frequented a particular shop, who made it a habit to purchase goods there, and with whom the shopkeeper had to maintain a relationship to keep his or her "custom," meaning expected purchases in the future.

There are several LEVELS OF CUSTOMER 1. Dissatisfied customer--Looking for someone else to provide product or service. 2. Satisfied customer---Open to the next better opportunity.

3. Loyal customer--Returns despite offers by the competition.

CUSTOMER SATISFACTION
Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within the business.

Customer satisfaction is the degree to which there is a match between the customer's expectations of the product and the actual performance of the product. Expectations are formed based on the information consumers receive from salespersons, friends, families , opinion leaders, etc, as well as past experience with the product. This is an important measure of ability of a firm to successfully meet the needs of its customers.

Customer satisfaction surveys are often regarded as the most accurate barometers to predict the success of a firm. Because they directly ask about the critical success factors of a business, if done effectively, customer satisfaction surveys can deliver powerful information and provide ways to gain a competitive edge.

Kotler defined satisfaction as a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance (or outcome) in relation to his or her expectations. Satisfaction can be associated with feelings of acceptance, happiness, relief, excitement, and delight. Satisfaction is a function of perceived performance and expectation. If the performance exceeds expectation the customer is "HIGHLY SATISFIED OR DELIGHTED. If the performance and the expectation are the same than the customer is "SATISFIED. If the expectation falls short then the customers are "DISSATISFIED".

Those customers who are highly satisfied are much less ready to switch over when another offer comes their way. High satisfaction or delight creates an emotional bond with the brand, not just a rational preference but high customer loyalty.

FACTORS THAT AFFECT CUSTOMER SATISFACTION

There are many factors that affect customer satisfaction. According to Hokanson , these factors include friendly employees, courteous employees, knowledgeable employees, helpful employees, accuracy of billing, billing timeliness, competitive pricing, service quality, good value, billing clarity and quick service.

In order to achieve customer satisfaction, organization must be able to satisfy their customers needs and wants.

4 STEPS TO ENSURE CUSTOMER SATISFACTION:

1.

Always create as good first impression, in person and on phone.

2.

Communicate effectively (listen and ask questions) and give each customer your full attention.

3.

Handle

each

transaction

fast,

accurately,

and

professionally. 4. Thank each customer for the opportunity to serve them and make sure they are completely satisfied.

IMPORTANCE OF CUSTOMER SATISFACTION:

1. It costs between five and six times more to attract a new customer than to keep an existing one. 2. Companies can boost profits anywhere from 25 to 125% by retaining merely 5% more existing customers.
3.

Only one out of 25 dissatisfied customers will express dissatisfaction.

4. Happy customers tell 4 to 5 others of their positive experience. Dissatisfied customers tell 9 to 12 how bad it was. 5. Two-thirds of customers do not feel valued by those serving them.

MAIN BENIFITS OF CUSTOMER SATISFACTION:

1. Customers stay with the company longer. 2. Customers deepen their relationship with company. 3. Customers demonstrate less price sensitivity. 4. Customers recommend company's products or services to others.

CONSEQUENCES OF CUSTOMER SATISFACTION AND DISSATISFACTION:

The consequences of not satisfying customers can be severe. According to Hoyer and MacInnis, dissatisfied consumers can decide to:

discontinue purchasing the good or service, complain to the company or to a third party and perhaps
return the item, or

engage in negative word-of-mouth communication.

Customer satisfaction is important because, according to La Barbera and Mazursky, satisfaction influences repurchase intentions whereas dissatisfaction has been seen as a primary reason for customer defection or discontinuation of purchase.

CONCLUSION
A firm's sales come from two different groups "New customers and repeat customers". But "if you don't give your customers some reason to stay, your competitors will give them a reason to leave". Customer retention is thus important than customer attraction and the key

to customer retention is "CUSTOMER SATISFACTION". Therefore, organizations should always strive to ensure that their customers are satisfied.

CHAPTER-III

RESEARCH METHODOLOGY

3. RESEARCH METHODOLOGY
RESEARCH
Research can be defined as scientific and systematic topic. It is an art of scientific investigation Research means a search for knowledge. It is defined as the objective and formal process of systematically obtaining, analyzing and interpreting data for actionable decision making.

RESEARCH METHODOLOGY
Research Methodology may be understood as a science study how research is done scientifically. Research Methodology is a way to systematically solve the problem.

RESEARCH DESIGN
Research Design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to research purpose with economy in procedure.

TYPES OF RESEARCH DESIGN

(1)

Descriptive research Exploratory research

(2)

DESCRIPTIVE

Descriptive includes survey and facts finding enquiries of different kinds. The major purpose of Descriptive research is description of state of affairs, as it exists at present. The main characteristic of this method are that researchers has no control over the variables, he can report only what has happened or what is happening.

EXPLORATORY
An exploratory focuses on discovery on ideas and it is generally based on secondary data. The Research design used for the study is descriptive. Descriptive studies are those studies, which are concern with describing the characteristic of a particular individual or a group. The information provided in questionnaire describes the characteristic of the respondents in relation to customer satisfaction at Sekar-Emporium.

DATA COLLECTION
The data source consists of both primary and secondary sources.

PRIMARY DATA
Primary Data are those which are collected for the first time. For the purpose of the study primary data has been collected through a wellstructured questionnaire. The customers of Sekar-Emporium were selected for generating primary data. Primary Data can be collected either through observation, experiment or survey.

SECONDARY DATA
For the purpose of study, secondary data is collected from books and websites. Secondary data are those which are collected and used for some other purpose. It involves collecting data from publications, books and magazines which are already available and analyzed by someone else.

RESEARCH INSTRUMENT
Questionnaire is used, as a tool for collecting the information. Questionnaires are the most extensively used method for generating data in various economic and business services. A questionnaire was prepared very carefully so that it may be prove to be effective in collecting relevant information. Questions were asked directly to customer

in direct undisguised form to avoid confusion and to get reliable and correct answers.

SAMPLING PLAN
A sample plan is a definite plan determined before any data are actually collected for obtaining a sample from a given population. Sampling plan consists of Sample Universe Sample Frame Sample Method Sample Unit Sample Size

SAMPLE UNIVERSE

Universe can be defined as a set of items that are of interest in any particular situation. The sample universe of this study is the customers of Sekar-emporium.

SAMPLING FRAME
It is a list consisting of sampling unit. The sampling frame of this study is customers of Sekar-emporium at Chennai city.

SAMPLING METHOD
For the study, the method adopted is convenience sampling which is non-probability sampling method. Convenient sampling consists of the collection of information from any convenient group whose views may be relevant to subject of enquiry. It includes purposive or deliberate selection of particular units of the universe for constituting a sample, which represent the universe.

SAMPLING UNIT

Each of the customers of Sekar-Emporium selected for the study forms the sample unit.

SAMPLE SIZE
This refers to the number of items to be selected from the universe to constitute a sample. The sample size for the study is 100.

DATA ANALYSIS
The data after collection has to be tabulated and analyzed in accordance with the outline laid down at the time of developing the research plan. There is a need for a scientific study and drawing inferences by use of statistical tools.

STATISTICAL TOOLS USED FOR THE ANALYSIS OF THIS STUDY

The tools used for analysis are a. Percentage analysis

b. Weighted average

a. PERCENTAGE ANALYSIS
One of the simplest methods of analysis of data is the percentage analysis. Percentages are used in data representation for they simplify numbers, reducing all of them to a 0-100 range. Through the use of percentage, the data are reduced in standard from with the base equal to 100 units, which facilitates relative comparison. Formula used to compute percentage analysis is

Percentage of
Respondents =

No of respondents
X 100 Total respondents

b. WEIGHTED AVERAGE ANALYSIS

For the purpose of analysis of questions, where the customers ranked the factors, weighted average method has been used. Weights have been assigned to various rank and weighted average score is

calculated by multiplying the no. of responses in a cell with their relative weight and the whole row is summed up to give the weighted score for that factor. This study has been used to find out the factors, which influenced the customer for the purchase of the products.

Weighted average =

WX X

Total weighted score Total no.of respondents

CHAPTER-IV DATA ANALYSIS AND INTERPRETATION

4. DATA ANALYSIS
The data after collection has to be tabulated and analyzed in accordance with the outline laid down at the time of developing the research plan. There is a need for a scientific study and drawing inferences by use of statistical tools.

PERCENTAGE ANALYSIS METHOD 4.1 Table showing the respondents period of commitment to the store.
Duration No of respondents % of respondents Less than 6 months 10 10 6 months-1 year 15 15 More than 1 year 75 75 Total 100 100

INTERPRETATION
The above table shows that 10% of the respondents have been associated with the store for less than 6 months, 15% of the respondents have been associated for a period of 6 months-1 year, 75% of the respondents are associated with the store for more than 1 year.

INFERENCE

Majority of the respondents are associated with the store for a period of more than 1 year.

4.1

Chart show comm

4.2

Table showing whether the store hours are convenient

Options No of respondents Yes No Total 90 10 100

% of respondents 90 10 100

INTERPRETATION

It is clear from the above table that 90% of the respondents feel that the store hours are convenient while 10% feel that the store hours are not convenient.

INFERENCE It is inferred that majority of the respondents that is 90% of them are satisfied with the working hours of the store.

4.2 Chart showin

4.3

Table showing the frequency of the respondents in visiting the store.

Options Frequent Infrequent Total

No of respondents % of respondents 73 27 100 73 27 100

INTERPRETATION It is evident from the above table that 27% of the respondents make infrequent visit to the store, while 73% of them visit the store frequently.

INFERENCE It is inferred that majority of the respondents visit the store frequently.

4.3 Chart showing the frequency of in visiting the the respondents

store.

infrequent 27%

frequent 73%

4.4

Table showing the respondents level of satisfaction with regard to availability of products in the store.

Options Extremely satisfied Satisfied Dissatisfied Extremely dissatisfied Total

No of respondents % of respondents 32 53 10 5 100 32 53 10 5 100

INTERPRETATION The above table shows the level of customer satisfaction with regard to availability of the products. It is clear that 32% of the

respondents are extremely satisfied, 53% are satisfied, 10% of them are dissatisfied and 5% of them are extremely dissatisfied. INFERENCE Majority of respondents are satisfied with regards to the availability of products at the store.

4.4 Chart showi with regard to a

4.5

Table showing the respondents opinion on the prices of the products in the store.

Options Low price Moderate price High price Total

No of respondents % of respondents 8 67 25 100 8 67 25 100

INTERPRETATION It is understood from the above table that 67% of the respondents are of the opinion that the price of the product charged by store is moderate, 8% of them say that the price is low and 25% say that the prices charged are high.

INFERENCE It is inferred that the most of the respondents are of the opinion that the price of the product charged is moderate.

4.5 Chart show prices of

4.6 Table showing respondents view on the quality of products offered by the store.

Options No of respondents % of respondents Yes No Total 89 11 100 89 11 100

INTERPRETATION The above table shows that 89% of the respondents agree that the store offers quality products while 11% of the respondents say the store does not offer quality product.

INFERENCE It is inferred that majority of the respondents are satisfied with the quality of products.

4.6 Chart showin produ

4.7

Table showing respondents opinion about employees attention to customers.

Options Courteous and spontaneous Rude and lethargic Total

No of respondents % of respondents 68 68

32 100

32 100

INTERPRETATION It is understood from the above table that 68% of the respondents agree that the employees of the store are spontaneous and courteous in providing service, while 32% disagree with it.

INFERENCE Majority of the respondents agree that the employees of the store offer courteous and spontaneous service.

4.7

Chart show employees

80
4.8 Table showing respondents opinion on handling of customer

70 60

complaints by the store.

Options Yes No Total

No of respondents 55 45 100

% of respondents 55 45 100

INTERPRETATION It is clear from the above table that 55% of the respondents say that the employees of the store are able to handle their complaints while 45% of them say the employees are unable to handle their complaint.

INFERENCE It is inferred that most of the respondents say that the employees are able to handle their complaints.

4.8 Chart showing custome

4.9 Table showing respondents assessment of communication with the employees of the store.

Options Excellent Satisfactory Poor Total

No of respondents % of respondents 18 73 9 100 18 73 9 100

INTERPRETATION The above table shows that 18% of the respondents have assessed that communication with employees of the store is excellent, 73% are satisfied, and 6% of the respondents are dissatisfied.

INFERENCE

Majority of the respondents are satisfied with the way the employees communicate with them.

4 .9 Chart showin communication with

4.10

Table showing respondents view on the stores attempt to solve their problem. Options Yes No Total No of respondents 61 39 100 % of respondents 61 39 100

INTERPRETATION

The above table shows that 61% of the respondents say that the store shows sincere interest in solving their problem while 39% say the store does not show any interest.

INFERENCE It is inferred that most of the respondents agree that the store shows sincere interest in solving their problem.

4.10 Chart show attemp

4.11

Table showing the respondents opinion on the store-layout of the store.

Options Yes No Total

No of respondents 84 16 100

% of respondents 84 16 100

INTERPRETATION

It is understood from the above table that 84% of the respondents think that the store-layout makes it easy for them to find what they need while 16% disagree with it.

INFERENCE It is inferred that only 16% of the respondents are not satisfied with the store-layout of the store.

4.11 Chart show sto

4.12

Table showing respondents opinion about the store dcor and store atmosphere of the store.

Options Yes No Total

No of respondents 69 31 100

% of respondents 69 31 100

INTERPRETATION It is evident from the above table that 69% of the respondents agree that the store dcor and store atmosphere of the store is appealing while 31% of them disagree with it.

INFERENCE Majority of the respondents agree that the store dcor and store atmosphere of the store is appealing.

4.12 Chart show store dcor a

4.13

Table showing the opinion of the respondents on the display of goods at Sekar-Emporium.

Options Appealing Disorganized Total

No of respondents 73 27 100

% of respondents 73 27 100

INTERPRETATION It is clear from the above table that 73% of the respondents feel that the display of goods at Sekar-emporium is appealing while 27% of the respondents say that it is disorganized.

INFERENCE

Majority of the respondents feel that the display of goods at sekar-emporium is appealing.

4.13

Table show the display

4.14

Table showing respondents overall experience during their last visit to Sekar-emporium. Options Highly satisfied Satisfied Dissatisfied Total No of respondents 26 68 6 100 % of respondents 26 68 6 100

INTERPRETATION The above table shows that 26% of the respondents are highly satisfied with the store, 68% of the respondents are satisfied and 6% of the respondents are dissatisfied with the store.

INFERENCE It is inferred that only 6% of the respondents are dissatisfied with the store.

4.14 Chart showin during their la

4.15

Table showing the possibilities of the respondents to purchase the products from Sekar-Emporium in future.

Options Definitely purchase Rarely purchase

No of respondents % of respondents 82 16 82 16 2 100

Would not purchase 2 Total 100

INTERPRETATION It is understood from the above table that 82% of the respondents will definitely purchase the products from Sekar-Emporium in

future, 16% of the respondents shall rarely purchase while 2% of the respondents would not purchase the products from the store in future. INFERENCE It is inferred that majority of the respondents will surely purchase the products from Sekar-Emporium in future.

4.15 Table showin repurcsae

4.16 Table showing the incentives provided by Sekar-Emporium. Options Discounts Coupons Gifts Others Total No of respondents % of respondents 71 6 19 4 100 71 6 19 4 100

INTERPRETATION It is clear from the above table that according to 71% of the respondents the store offers discounts, 19% of the respondents say the store offers gifts, 6% of the respondents says coupons, while 4% of the respondents say that the store offers other incentives.

INFERENCE It is inferred that majority of the respondents say that the store offers discounts on the products being purchased.

4.16

Chart sho Empo

4.17

Table showing whether the store provides free door delivery service. Options No of respondents % of respondents Yes No Total 7 93 100 7 93 100

INTERPRETATION It is evident from the table that according to 93% of the respondents the store does not provide free door-delivery service while 7% of the respondents say the store provides free door delivery service.

INFERENCE Majority of the respondents say that the store does not provide free door delivery service.

4.17

Chart showin doo

4.18

Table showing the view of the respondents on the after saleservice provided by Sekar-Emporium. Options Warranty Guarantee No of respondents % of respondents 5 53 5 53 42 0 100

Replacement of product 42 Others Total 0 100

INTERPRETATION The above table shows that according to 5% of the respondents the store provides warranty service, 53% of the respondents it is guarantee

service, while 42% of the respondents say the store provides the service of replacement of products. INFERENCE Majority of the respondents say that the store offers guarantee service.

4.18 Chart show after sale-ser

WEIGHTED AVERAGE METHOD

Weighted average is used in order to know the weightage given to the various stores in the city and also to determine the factors which influence the purchase of products from the store. Weighted average tool is applied by giving weights to various ranks as follows: Ranks Points I 4 II 3 III 2 IV 1

4.19

Table showing the most popular multi-product store.

Ranks Stores Saravana stores SekarEmporium Ratna stores Jeychandra stores

II

III

IV

Weighted Average 2.9 2.77 2.29 2.04

Ranks 1 2 3 4

40 25 20 15

25 38 23 14

20 26 23 31

15 11 34 40

INTERPRETATION From the table, we can interpret that among the four stores, Saravana stores is ranked 1st, Sekar-Emporium is ranked 2nd, Ratna stores and Jeychandra stores are ranked 3rd and 4th respectively by the respondents.

INFERENCE It is inferred that Sekar-Emporium is the second popular store among the respondents.

Weighted average tool is applied by giving weights to various ranks as follows: Ranks Points I 6 II 5 III 4 IV 3 V 2 VI 1

4.20 Table showing the factors which influence the purchase products.

Ranks I Factors Quality of goods Price of goods Service Store layout Popularity Customer contact 40 9 5 28 3 15 18 13 12 21 13 23 II II

I IV 10 30 7 15 25 13 V 7 23 15 8 38 9 VI 4 11 57 5 18 5 Weighted Average 4.62 3.22 2.14 4.31 2.84 4.07 Ranks 1 2 3 4 5 6

21 14 4 23 3 35

INTERPRETATION From the table, we can interpret that quality of goods is preferred 1st by the respondents and 2nd preference in a product is its price, service is ranked 3rd by the respondents, store layout, popularity and customer contact are other factors which directly do not influence the purchase.

INFERENCE It is inferred that though quality of goods, price of goods, service are ranked 1st, 2nd, and 3rd, respectively, there is only a minor difference in the weightage given by the customers to quality and price. Hence, it is concluded that they are equally important from the viewpoint of customers and these are the main factors, which influence the purchase of the products.

FINDINGS
Majority of the respondents are associated with this store for more than 1 year. Most of the respondents are satisfied with the working hours of the store. It is found that the majority of the respondents visit the store frequently. Majority of the respondents are satisfied with the availability of products in the store. Majority of the respondents have the opinion that the prices charged for the products are moderate. It is found that most of the respondents are satisfied with the quality of the products. Most of the respondents are provided with the courteous and spontaneous service by the employees. Majority of the respondents agree that their complaints are responded immediately.

 It is observed that Majority of the respondents are satisfied with the employees communication.

From the study it is observed that most of the respondents agree with the facts that the store shows sincere interest in solving the problem. It is found that most of the respondents are satisfied with the layout of the store. It is evident from the study that most of the respondents found the store dcor and store atmosphere to be appealing. Majority of the respondents are of the opinion that the display of goods at the store is well-organised. It is found that respondents are satisfied with the overall experience during their last visit to the store. Majority of the respondents are of the opinion that they will definitely purchase the products from the store in future. It is found that most of the respondents are provided with discounts by the store. It is observed that most of the respondents are not provide with free door delivery service.

 Most of the respondents are provided with the guarantee service after the sale of the product.

It is inferred that Sekar-Emporium is second popular store among the respondents. It is found that qualities of goods, and price of goods, are the main factors which influence the purchase of products from the store.

SUGGESTIONS
The store should respond to the respondents complaint in time. The store can adopt the door delivery service in order to increase the level of customer satisfaction. The store should also encourage gifts and coupons apart from discounts. The store can increase the service of warranty as well as replacement of products to satisfy the customers with regard to certain products.

The overall performance of the store should be increased in order to retain and attract the customers.

CHAPTER-V SUMMARY AND CONCLUSION

SUMMARY AND CONCLUSION

The Indian retail industry is gradually inching its way towards becoming the next boom industry. The future of the Indian retail industry looks promising with the growing of the market, with the government policies becoming more favourable and the emerging technologies facilitating operations.. The organised retail sector is expected to grow to US $ 70 billion by 2010.

Sekar-Emporium is a partnership firm started in the year 1952. Sekar-Emporium is a traditional clothing store. This store deals in all the reputed mill items, which cater to the needs of all the segments of people. The main line of business is sale of textiles. Thus, Sekar-Emporium is a fashion store that has been adding colours to the lives of Chennai, since 1952.

The study is done to analyze the level of customer satisfaction at Sekar-Emporium. For the purpose of this study primary data is collected from the customers through well structure questionnaire and the sample size is 100.

Descriptive research is adopted because it helps to describe the demographic characteristics of consumers who use the products.

The statistical tools like Percentage Analysis, Weighted Average method are used to analyze the data.

Percentage analysis was used for data representation and the results of which indicates that The customers are satisfied with the availability of products in the store. The store dcor and store atmosphere are appealing to the customer.

 The customers will definitely purchase the products from the store in future. The customers require better after-sale service. The customers complaints are not responded

immediately by the store.

Weighted Average method was used to determine the factors influencing the purchase of products from the store which indicates that the factors like quality of products, and prices are the main factors which influence the purchase of the products from the store. The study showed that Sekar-Emporium is the second popular store among the respondents.

It is concluded that the study shows that Sekar-Emporium is a well-established store. The Customers are satisfied with the products and the services of the Sekar-Emporium. Sekar-Emporium should increase their overall performance to retain their Customers by providing them with better after sale-services.

BIBLOGRAPHY

BOOKS
1. Marketing, Dr.Rajan Nair, Sanjits.K.Nair, Sultanchand and sons, 1993. 2. Marketing Management, PhilipKotler, Pearson Education Singapore PPEltd, 2003 Sultan chand and sons 3. Research Method, C.R Kothari, Sultan chand and sons, 2002.

WEBSITES
Www. Sekar-Emporium.com www.google.com

www.wikipedia.com

ANNEXURES

A STUDY ON THE LEVEL OF CUSTOMER SATISFACTION IN SEKAR-EMPORIUM

Name: Age: Gender: 1. How long have you been the customer of this store? o o o Less than 6 months 6 months-1year More then 1year

2. Do you feel that the store hours are convenient or not? o Yes o No

3. How often do you visit this store? o frequent o infrequent

4. How would you rate your level of satisfaction with regard to availability of products? o Extremely satisfied o Satisfied o Dissatisfied o Extremely dissatisfied

5. What is your opinion about the price of the products? o Low price o Moderate price o High price

6. Does this store offer quality goods? o Yes

o

No

7.

Do you agree that the employees of this store are courteous and spontaneous in providing service to you? o Courteous and Spontaneous
o

Rude and lethargic

8. Do the employees of the store able to handle your complaints immediately?

o Attended immediately o Not Considered

9. What is your assessment of communication with employees of this store? o Excellent

o

Satisfactory

o Poor

10. Does the store show a sincere interest in solving your (Customers) problem? o Yes o No

11. Does the store layout of this store make it easy for you to find what you need? o Yes o No

12. Does the store decor and store atmosphere appeal to you? o Yes o No

13. What do you feel about the display of goods at Sekar-Emporium? o Appealing o Disorganized

14. How would you rate your overall experience during your last visit to this store? o Highly satisfied o Satisfied
o

Dissatisfied

15. How likely are you to purchase the products from this Store in future? o Definitely purchase o Rarely purchase o Would not purchase

16. What are the various incentives provided by the store? o Discounts o Coupons o Gifts o Others

17. Does the store provide free door-delivery service? o Yes o No

18.

Has this store provided any after sale-service from the following? o Warranty

o Guarantee o Replacement of product o Others

19.

Rank the four stores in the order of preference and liking. Stores Ranks

Sekar- Emporium

Saravana Stores

Ratna Stores

Jeyachandra Stores

20.

Rank the factors which attracted you and induced you to purchase from Sekar-Emporium? Factors Quality of goods Ranks

Price of goods

Store layout

Service offered

Offers and gifts

Popularity