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A study on Association

between Satisfaction level


of customer's with their
demographic profile at D-
Mart Bhilai

Submitted by
Guided by
Saurabh Guha Simpy
Asst. Professor MBA 4th sem
Content
• Introduction
• Company profile
• Literature review
• Research methodology
• Objective of the study
• Limitation of the study
• Recommendation
• Finding of the study
• Conclusion
• Questionnaire used
Introduction
D Mart is a chain of hypermarket and supermarket in india
started by RK damani .As a 2015 has 89 stores spread across
maharastra ,gujrat , andhra pradesh and karnatka .and a recent
purchase of property in rajkot shows that it is well advancing
towards expanding across india .Traditionally companies have
relied only on differentiation of product and service to retain their
customer and also to satisfy the consumers.however times has
changed due two fiers competition from nnew player entering
the market limitation of new features and increase in number of
new offers customer have acquired new choices and they have
also become more price sensitive ,which has forced marketers
to adapt differentiated and customer oriented strategies in
order to enable them to stand out in the competition and hain a
competitive edge. According to singh(2006),one of the
fundamentally important drivers of organizational success is
that enterprise's must take the needs and wants of their
customer in to account.
Due to the tremendous growth of service industry in which
retailing sector plays an important role it is vital for retailers to
understand the degree of important of listening to the inner
voice of customer needs to create ,increase level of satisfaction
.ultimately ,effective satisfaction leads to prospective log term
relationship and loyalty through repeating purchase and
recommendation , which helps retailers maintain their market
share and position. Consumer needs has become sophisticated
and it is imperatives that grocery stores look for buildings long
term and stable relationship with their customer As a way and
driving satisfaction up since satisfaction does translate later into
loyalty and retention.
Company profile
a . Type of organization
Public

b. Type of industry
Retailing

c. Founded
15th may,2002

d. Founder
Radhakishan Damani

e. Parent
Avenue supermarts Ltd. (ASL)

f. Number of location
140

g. Headquarters
h. Products
Department stores

i. Revenue
$1.86 Billion (2016-17)

j Net Income
$74.64 Million (2016 -17)

Website
http://www.dmKarniia.com/

.
Company promoters
Radhakishan S. Damani Started
Gopikishan S. Damani
Shrikantadevi R.Damani
Kirandevi G. Damani
Bright Star
Royal Palm. Trust
Bottle. Palm Trust
Mountain Glory Trust
Gulmohar Trust
Karnikar Trust
Review of literature
In this chapter of the research we have given a theoretical
background of customer satisfaction and also explained all the factor
which influence customer satisfaction in supermarkets .This section
describe supermarkets and hypermarket . section a describe
customer satisfaction using the available literature from othr
researcher.and section b describe the different dimension of
customer satisfaction.

a) Customer Satisfaction

Customer satisfaction can be define As customer reaction to the


state of fulfillment. Of. Their expectations and needs customer
judgements towards service and. Products quality. Customer
satisfaction is a bussiness term, is a measured of how product and
services andexpose suppliedsup a merchandiser. To meet a
surpass customer expectations.
Customer satisfaction is a part of customer experience that
exposes a suppliers behaviour on customer expexpetions .It is
necessary required for an organization interact and
communicate with their customer on regular basis to increase
the customer's Satisfaction.

b) Dimension of customer Satisfaction


Satisfaction is affected by many factor which include price
,billing system ,parking system , location etc.
Research methodology
a) Study design: Descriptive (cross) sectional study was
used to fulfill the objectives.

b)Study area: The area of the study for the research


purpose was bhilai city.The study was conducted in D-
MART.

c)Study population: customer who visit D-MART at bhilai


were included in the study

d) Sample size: The Sample size for research purpose is


100 respondent in bhilai city.
. Objective of the study
• To find and analyze the Satisfaction level of consumer while
shopping at. D-MART

• To find out the problem faced by consumer while shopping at


D-Mart.
Limitation of the study
 This research is sone only within Bhilai region.
 Sometimes respondent are not taking interest is
such type of surveys therefore. their is a chance that
they might be giving the wrong information.
The Sample size of the customer was small.
Inadequate time was the major constraints during
the project work.
Suggestion
After analyzing the data and successfully testing the methods
the researcher would like to make following suggestion in
ocontext of a customer Satisfaction with reference to D-Mart
in bhilai city.

.D-Mart should included a more of branded product its


product category As compare to other stores.
So to attract a choosy people to come into D -mart

.D-Mart should provide large parking places for customer's As


compare to stores .so they can easily parking their vehicle.

.The infrastructure is needed to bit during weekends As


heavy crowd comes into D-MART during those day.
Finding of the study
After obtaining the response from questionnaire distributed
among 50 customer of Bhilai city.the data obtained was
analyzed and following infrences were drawn.
.
Infrences from response given by consumers:

● Most of the customer's by their requirement in D-Mart &


any other sperstores or small stores on Daily basis
only.customer retailed D-Mart & any stores provide qualitative
product & service with reasonable price

●At present D-Mart & any other superstore or small provide


different types of products & service with reasonable price

● D-Mart is mainly deal with middle Income group people who


want qualitative product with reasonable cost.
. Conclusion
D-Mart is a hypermarket As it provides various kinds of
goods like apparels , grocery,stationary,food items,
electronic items,leather
items,watches,jewellery,crockery,decorative
items,chocolates and many more,. It competes all socially
stores of different product which provides good at a
discounted rate all through out the year. It holds a large
customer based and it seemed from the study that the
customer are quite satisfied with D-Mart.
Questionnaire
A study on customer Satisfaction with reference to D-Mart
in Bhilai c.g

1. Name
Ans

2 Age group
Under 25
. 25-35
35-45
45 above

3 Gender
Male
Female
4. Occupation
a)Student
b) Self employed
c)Service
d) Home maker

5. Monthly Income
a)Less than 15000
b)15000-30000
c)30000 and above

6. How many members in your family


a) 2
b)4
c)6
d)more
7. Which stores your prefer first?
a) D-Mart
b) stores
c) Both
d)None

8. Type of product you prefer to purchase D-Mart?


a) Grocery
b)Clothes
c) House holds
d) food items

9. How frequently do use D-Mart?


a)Daily
b)weekly
c) Monthly
d) Yearly
r10. Are you satisfied with your shopping experience in D-Mart?
a) satisfied
b)very satisfied
c) Dissatisfied

11. Do you feel that D-Mart retailers offers competitive price?


a) yes
b) No
12.Do you compared the prices offered by D-Mart offers in
comparison to other retailers outlets?
a)Always
b) Sometimes
c)Rare
d) Never

13 .Whati are the promotional tools adopted by D-Mart retailer


Which motivate you to shopping more in D-Mart?
a) Coupons/Discounted
b)Membership card
c) Cash
d) Others

14. How do you make payment while shopping D-Mart?


a) credit cards/Debit cards
b) Vouchers
c) Cash
d)Others

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