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about nilgiris supermarket customer satisfaction in annanagar branch.
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1
1.1 INTRODUCTION
Business always starts and closes with customers and hence the customers must be
treated as the King of the market. All the business enhancements, profit, status, image etc of the
organization depends on customers. Hence it is important for all the organizations to meet all the
customers’ expectations and identify that they are satisfied customer. Customer satisfaction is the
measure of how the needs and responses are collaborated and delivered to excel customer
expectation. It can only be attained if the customer has an overall good relationship with the
supplier. In today’s competitive business marketplace, customer satisfaction is an important
performance exponent and basic differentiator of business strategies. Hence, the more is
customer satisfaction; more is the business and the bonding with customer.
Customer satisfaction is a part of customer’s experience that exposes a supplier’s
behavior on customer’s expectation. It also depends on how efficiently it is managed and how
promptly services are provided. This satisfaction could be related to various business aspects like
marketing, product manufacturing, engineering, quality of products and services, responses
customer’s problems and queries, completion of project, post delivery services, complaint
management etc. Customer satisfaction is the overall essence of the impression about the
supplier by the customers. This impression which a customer makes regarding supplier is the
sum total of all the process he goes through, right from communicating supplier before doing any
marketing to post delivery options and services and managing queries or complaints post
delivery. During this process the customer comes across working environment of various
departments and the type of strategies involved in the organization. This helps the customer to
make strong opinion about the supplier which finally results in satisfaction or dissatisfaction.
Customer’s perception on supplier helps the customer choose among the supplier on basis
of money value and how well the delivered products suit all the requirements. The supplier’s
services never diminishes after the delivery as customer seeks high values post marketing
services which could help them use and customize the delivered product more efficiently. If he is
satisfied with the post marketing services then there are good chances for supplier to retain the
customers to enhance repeated purchases and make good business profits.
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It is necessarily required for an organization to interact and communicate with customers
on a regular basis to increase customer satisfaction. In these interactions and communications it
is required to learn and determine all individual customer needs and respond accordingly. Even if
the products are identical in competing markets, satisfaction provides high retention rates. For
example, shoppers and retailers are engaged with frequent shopping and credit cards to gain
customer satisfaction, many high end retailers also provide membership cards and discount
benefits on those cards so that the customer remain loyal to them.
Higher the satisfaction level, higher is the sentimental attachment of customers with the
specific brand of product and also with the supplier. This helps in making a strong and healthy
customer-supplier bonding. This bonding forces the customer to be tied up with that particular
supplier and chances of defection very less. Hence customer satisfaction is very important
panorama that every supplier should focus on to establish a renounced position in the global
market and enhance business and profit.
METHODS TO MEASURE CUSTOMER SATISFACTION
Managing customers’ satisfaction efficiently is one the biggest challenge an organization
face. The tools or methods to measure customer satisfaction needs to be defined sophisticatedly
to fulfill the desired norms. There are following methods to measure customer satisfaction:
Direct Methods: Directly contacting customers and getting their valuable feedback is very
important. Following are some of the ways by which customers could be directly tabbed: Getting
customer feedback through third party agencies.
Direct marketing, in-house call centers, complaint handling department could be treated as first
point of contact for getting customer feedback. These feedbacks are compiled to analyze
customers’ perception.
Getting customer feedback through face to face conversation or meeting.
Feedback through complaint or appreciation letter.
Direct customer feedback through surveys and questionnaires.
3
Organizations mostly employ external agencies to listen to their customers and provide
dedicated feedback to them. These feedbacks needs to be sophisticated and in structured format
so that conclusive results could be fetched out. Face to face meetings and complaint or
appreciation letter engages immediate issues. The feedback received in this is not uniformed as
different types of customers are addressed with different domains of questions. This hiders the
analysis process to be performed accurately and consistently. Hence the best way is to implement
a proper survey which consists of uniformed questionnaire to get customer feedback from well
segmented customers. The design of the prepared questionnaire is an important aspect and
should enclose all the essential factors of business. The questions asked should be in a way that
the customer is encouraged to respond in a obvious way/. These feedback could received by the
organizations can be treated as one of the best way to measure customer satisfaction.
Apart from the above methods there is another very popular direct method which is
surprise market visit. By this, information regarding different segment of products and services
provided to the customers could be obtained in an efficient manner. It becomes easy for the
supplier to know the weak and strong aspects of products and services.
Indirect Method: The major drawback of direct methods is that it turns out to be very costly and
requires a lot of pre compiled preparations to implement. For getting the valuable feedbacks the
supplier totally depends on the customer due to which they looses options and chances to take
corrective measure at correct time. Hence there are other following indirect methods of getting
feedback regarding customer satisfaction:
Customer Complaints: Customer’s complaints are the issues and problems reported by the
customer to supplier with regards to any specific product or related service. These complaints
can be classified under different segments according to the severity and department. If the
complaints under a particular segment go high in a specific period of time then the performance
of the organization is degrading in that specific area or segment. But if the complaints diminish
in a specific period of time then that means the organization is performing well and customer
satisfaction level is also higher.
Customer Loyalty: It is necessarily required for an organization to interact and communicate
with customers on a regular basis to increase customer loyalty. In these interactions and
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communications it is required to learn and determine all individual customer needs and respond
accordingly. A customer is said to be loyal if he revisits supplier on regular basis for purchases.
These loyal customers are the satisfied ones and hence they are bounded with a relationship with
the supplier. Hence by obtaining the customer loyalty index, suppliers can indirectly measure
customer satisfaction.
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1.2 COMPANY PROFILE
Nilgiris is a supermarket chain in South India. It is also one of the oldest supermarket
chains in India with origins dating back to 1905 and hence its products are sold under the brand
name of "Nilgiris 1905". Also, unlike almost all other supermarkets and grocery shops in India,
Nilgiris sells its own products among other brands.
The origin of this supermarket chain can be traced back to Muthusamy Mudaliar, who
was a mail runner for the British in colonial India. Muthusamy carried letters and cheques for the
British from Coimbatore to the hill stations of Ooty and Coonoor. As he was flooded with
requests to carry dairy products and other items, he opened a small shop in 1905, after buying the
butter business of an Englishman in Vannarpet and soon, "The Nilgiri Dairy Farm Ltd." was
established. In 1936, he moved his shop to Brigade Road, Bangalore. The Nilgiri Dairy Farm
Ltd. specialized in dairy, dairy products, bakery and chocolates. Muthusamy's son Chenniappan
expanded the company by setting up a modest store in Bangalore to sell Nilgiris' own products.
However, after Chenniappan's visit to the U.S. and Europe, this modest store was expanded into
a supermarket. Though Chenniappan was influenced by the supermarket concept in the U.S. and
Europe, he developed the Nilgiris supermarket to fit in with the local culture and set guidelines
for its growth. Soon, the Nilgiris supermarket chain spread to Coimbatore and Chennai.
In September–October 2008, Actis, a UK-based private equity investor, invested US$65 million
in the Nilgiris Group in order to strengthen the group's manufacturing and franchising operations
in South India. This investment has given Actis a controlling interest (more than 51% stake) in
the Nilgiris group.
Nilgiris is South India’s leading chain of retail stores providing consumers a shopping
experience that hinges around freshness of produce, superior quality and better value. From
humble beginnings in the hills around Ooty and Coonoor at the turn of the twentieth century,
Nilgiris has grown from being a Dairy Farm specializing in butter to a supermarket chain of over
90 stores spread across India’s southern states.
6
It is the only supermarket chain that lays special emphasis on its own products, sold
under the brand name of Nilgiris 1905. With in-house capabilities centering on Bakery and Dairy
products, Nilgiris has grown to become a household name in the south with consumers spanning
successive generations.
Nilgiris is one of India’s pioneering champions of organized retail and has ushered in the
age where consumers now seek more value in their shopping experience than before. Beginning
with a single store on Brigade Road in Bangalore with butter as its mainstay, Nilgiris has
scripted a story of success with multiple stores across cities each delivering unmatched value in
terms of range and shopping experience to the consumer, offering a wide range of grocery,
general merchandise and personal care products.
With the mission of constantly improving and upgrading capacities to satisfy consumers
through a wide range of food products and service offered at the right quality, quantity and price
supported by innovative solutions, Nilgiris is all set to embrace emerging technologies and be
recognized for its integrity, customer focus and commitment to quality.
COMPANY LOGO
7
8
1.3 NEED FOR THE STUDY
o Customer satisfaction can be interpreted as a response of the interaction between the
organization and their customer.
o Customer expectations defers from person to person. The supermarket should have
interest towards them.
o The benefit of the survey is that it gives the management an education of general levels of
satisfaction of the customers.
o To facilitate them to take best decisions.
9
1.4 OBJECTIVES OF THE STUDY
o To identify the level of customer satisfaction.
o To determine the customer buying behavior
o To determine the rating of the customers towards the Nilgiris Supermarket.
o To determine how consumers suggest Nilgiris to their Neighbors, Friends/colleagues,
and others
10
1.5 SCOPE OF THE STUDY
Customer satisfaction can be interpreted as a response of the interaction between the
organization and their customer. Moreover customer satisfaction cannot be restricted to the
provided services or product. There is something else that is Customer Expectation, Perception,
Taste and Preferences, Buying Behavior and Income Level with respect to customer satisfaction.
The benefit of the survey is that it gives the management an education of general levels of
satisfaction of the customers. The survey also helps in indicating the specific areas of satisfaction
or dissatisfaction in the market place. This survey can tell how a customer feels about the
supermarket and it helps diagnostic instrument for assessing customer problems.
For the supermarket a satisfied customer will gives higher productivity due to fewer
disruptions caused by changes in the economy or loosening the Loyal Customer etc.
Customer expectations defers from person to person. The supermarket assigned to a
customer should be of interest to them.
11
1.6 REVIEW OF LITERATURE
Title: The relationship between employee satisfaction and customer satisfaction
Author(s): Hoseong Jeon, (Hallym University, Chuncheon, Korea), Beomjoon Choi, (California
State University, Sacramento, California, USA) (2012) "The relationship between employee
satisfaction and customer satisfaction", Journal of Services Marketing, Vol. 26 Iss: 5, pp.332 –
341.
Abstract: This study aims to examine whether the relationship between employee satisfaction
(ES) and customer satisfaction (CS) is bilateral or unilateral based on dyadic data. In addition, it
seeks to examine the role of moderating variables which have incremental impacts on this link.
Title: Effects of retail employees' behaviours on customers' service evaluation
Author(s): Chanaka Jayawardhena, Andrew M. Farrell Source: International Journal of Retail &
Distribution Management Volume: 39 Issue: 3 2011
Abstract: The purpose of this paper is to test a conceptual model of the effects of customer and
service orientation (SO) behaviours of individual retail employees on individual customers'
perceptions of service encounter quality (SEQ), service quality (SQ), value, satisfaction, and
behavioural intentions (BI).
Title: Customer satisfaction and profitability: A reappraisal of the nature of the
relationship
Author(s): Matthew C H Yeung, Lee Chew Ging and Christine T Ennew Christine T Ennew,
Nottingham University Business School, Jubilee Campus, Wollaton Road, Nottingham, NG8
1BB, UK, 18 March 2002
Abstract: Delivering customer satisfaction is at the heart of modern marketing theory. There is
growing research evidence of the beneficial effects of customer satisfaction in terms of both
behavioral outcomes such as loyalty, and performance outcomes such as profit. At the same
time, a number of commentators are questioning the value of merely satisfying customers and
focusing attention instead on the idea of customer delight. Implicit in these debates is the idea
12
that the assumption of a simple linear relationship between satisfaction and relevant outcomes
may no longer be appropriate. Using data from the American Customer Satisfaction Index
(ACSI) and firm-level performance, this paper re-examines the nature of the relationship
between satisfaction and performance with the specific objective of examining the extent to
which such relationships may be non-linear. The results contradict the presumption of non-
linearity and suggest that, at least over the observed range of satisfaction scores, the assumption
of a linear relationship is acceptable.
Title: What drives customer loyalty: An analysis from the telecommunications industry
Author(s): Abod Ali Khatibi, Hishamuddin Ismail and Venu Thyagarajan Abod Ali Khatibi,
Faculty of Management, Multimedia University, 63100, Cyberjaya, Malaysia, 15 February 2002
Abstract: In today's globalised and borderless market, quality and productivity are essential for
the survival and growth of any organisation. Both these factors depend mainly on the attraction
and retention of customers. Thus the customer is the main focus for any successful business.
Business success depends on organisations understanding and meeting customers' needs and
demands. Earlier researchers have argued that a high degree of customer satisfaction does not
always translate into loyalty. This study analyses the factors that contribute to customer
satisfaction, particularly in the service sector. It focuses on the Digital line II Service offered by
Telekom Malaysia Berhad (TMB) — the main telecommunications service provider in Malaysia.
The SERVQUAL tools advocated by Parasuraman and others are used to measure the current
level of service quality and satisfaction in the Digital line II Service by using a 16-item testing
toll. The study reveals that there is a significant relationship between customer satisfaction and
the implementation of service quality. The findings also suggest that the reliability dimension of
SERVQUAL consists of three elements, namely a fault-reporting centre, response time and
restoration time which have a strong correlation with customer satisfaction. The findings also
confirm that a high level of customer satisfaction is not translated into customer loyalty.
Empirical testing (independent t-test, analysis of variance and correlation coefficient), however,
identifies the four service quality factors that are significantly correlated with customer loyalty.
13
1.7 RESEARCH METHODOLOGY
MEANING OF RESEARCH:
Research is common parlance refers to a search for knowledge. The manipulation of things , concepts or
symbols for the purpose of generalizing to extend, correct or verify, knowledge aids in construction of
theory or in the practice of an art. Research is an academic activity and as such the term should be used in
a technical sense.
According to CLIFFORD WOODY research comprises defining and redefining problems, formulating
hypothesis or suggested solutions; collecting organizing and reaching conclusions; and at last carefully
testing the conclusions to determine whether they fit the formulating hypothesis.
AIM OF THE RESEARCH:
Aim of the research is to find customer satisfaction level in the nilgiris supermarket and helps to examine
the opinion, attitude, life of the people
RESEARCH DESIGN CONSISTS OF:
The means of obtaining information.
The availability and skills of the researchers and his staff, if any.
The nature of the problem to be studied and
The availability of time and money for the research work.
AREA OF STUDY:
The study was conducted in the nilgiris supermarket, Annanager west.
PERIOD OF STUDY:
July 3rd 2012 – august 3rd 2012, was the study and the data were collected pertaining to that period.
TYPES OF RESEARCH DESIGN:
Descriptive research design is used for this study. It is a fact finding approach related to the
current situation and deals with determining frequency with which something occurs.
14
DATA COLLECTION TECHNIQUES:
After identifying and defining the research problem and determining specific information required in
solving the problems, the next step is to look for the type and source of data that may yield the desire
results.
There are mainly two types of data that a researcher can collect, one is the primary data and the other is
the secondary data.
Primary data:
The primary data are those which are collected a fresh and for the first time, and thus happened to be
original in character.
1. Collection of data through questionnaires:
This method of data collection is quite popular. It is being adopted by private individual research worker,
etc. in this method Questionnaires were distributed to the employees.
2. Secondary data:
To supplement the primary data, secondary data was required. This was obtained from company records,
articles in magazines and other books related to the subject matter.
STATISTICAL TOOL:
The collected data were classified tabulated, and analyzed with some of the statistical tools like.
1. Percentage method
2. Chi-square method
1. Percentage method:
Percentage method is an analysis which is derived from the statistical technique for finding the average of
collected data/information. This techniques is used to draw the bar diagram, histogram, pie-chart etc. This
helps to pin point the percentage of collected data’s.
Percentage= (no of respondents/ total number of respondents)* 100
15
1.8 LIMITATIONS
o The study was purely based on drive-in customers only.
o The survey had the core constraints of time.
o The customers have been too busy to provide information as the data has been collected
during busy hours.
o The study has been restricted to Nilgiris Supermarket, Annanagar branch only.
16
DATA ANALYSIS AND INTERPRETATION
AGE OF THE CUSTOMERS.
2.1.1 Table showing Age of the customers.
2.1.1 Chart Showing Age of the Customers
below 25 25-35 36-45 46-55 56- above0
5
10
15
20
25
30
35
40
percentage
percentage
Inference:
36.2% of the respondents are aged between 36-45, 8% of the respondents are below 25
GENDER OF THE CUSTOMER
AGE NO OF RESPONDENT PERCENTAGE
BELOW 25 9 7.6
25-35 28 26.7
36-45 38 36.2
46-55 19 18.1
56- ABOVE 12 11.4
TOTAL 106 100
17
2.1.2 Table showing Gender of the Customers
GENDERNO OF RESPONDENTS PERCENTAGE
MEN 43 41
WOMEN 63 59
TOTAL 106 100
2.1.2 Chart showing Gender of the Customers
Government Private0
2
4
6
8
10
12
14
16
18
20
no of respondents
no of respondents
Inference:
59% of the respondents are Female, 41% of the respondents are Male.
OCCUPATION OF THE CUSTOMERS
18
2.1.3 Table showing Occupation of the Customers
OCCUPATIONNO OF RESPONDENTS PERCENTAGE
GOVERNMENT 18 17PRIVATE 9 9BUSINESS 12 12STUDENT 24 23HOUSEWIFE 42 40TOTAL 106 100
2.1.3 Chart showing Occupation of the Customers
Government Private Business Student Housewife0
5
10
15
20
25
30
35
40
45
no of respondents
no of respondents
Inference:
39.6% of the respondents are Housewife’s, 17% of respondents are Government employee
EDUCATION LEVEL OF CUSTOMERS
19
2.1.4 Table showing education level of customers
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
SCHOOLING/ DIPLOMA 14 13
UG 27 25
PG 65 62
TOTAL 106 100
2.1.4 Chart showing education level of customers
Schooling/ Diploma ug pg0
10
20
30
40
50
60
70
Respondant
Respondant
Inference:
65 respondents have completed PG. 14 respondents completed schooling/ diploma.
Salary level of customers
2.1.5 Table showing Salary level of customers
20
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
BELOW 2LKHS 12 11
2-4LKHS 22 21
4-6LKHS 14 13
ABOVE 6LKHS 58 55
TOTAL 106 100
2.1.5 Chart showing Salary level of customers
below 2lkhs 2-4lkhs 4-6lkhs above 6lkhs total0
20
40
60
80
100
120
Respondant
Respondant
respondants
sala
ry le
vel
Inference:
58 respondents are earning income above 6 lakhs per year. 12 respondents earning below 2 lakhs per year.
21
SATISFACTION LEVEL OF THE CUSTOMERS TOWARDS PRODUCTS
2.1.6 Table showing satisfaction level of the Customers towards Price of the Goods
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 45 42.4
SATISFIED 38 35.8
NEUTRAL 20 18.8
DIS SATISFIED 2 1.8HIGHLY DIS SATISFIED 1 0.9
TOTAL 106 100
2.1.6 Chart showing satisfaction level of the Customers towards Price of the Goods
Highly satisfied Satisfied Neutral Dis Satisfied Highly diasatisfied0
5
10
15
20
25
30
35
40
45
50
Respondents
Inference
42.4% of Respondents have told that the price of the goods are satisfied
22
2.1.7 Table showing satisfaction level of the Customers towards Range of Brands
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 58 54.71
SATISFIED 33 31.132
NEUTRAL 15 14.15
DIS SATISFIED 0 0HIGHLY DIS SATISFIED 0 0
TOTAL 106 100
2.1.7 Chart showing satisfaction level of the Customers towards Range of Brands
Highly satisfied Satisfied Neutral Dis Satisfied Highly diasatisfied0
5
10
15
20
25
30
35
40
45
50
Respondents
Inference
54.7% of Respondents have told that the Range of Goods is Satisfied
23
2.1.8 Table showing satisfaction level of the Customers towards Brand Name
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 80 75.47169811
SATISFIED 20 18.86792453
NEUTRAL 3 2.830188679
DIS SATISFIED 2 1.886792453HIGHLY DIS SATISFIED 1 0.943396226
TOTAL 106 100
2.1.8 Chart showing satisfaction level of the Customers towards Brand Name
Highly satisfied Satisfied Neutral Dis Satisfied Highly diasatisfied0
10
20
30
40
50
60
70
80
90
Respondents
Inference
75.4% of Respondents have told that the Brand Name is satisfied
24
2.1.9 Table showing satisfaction level of the Customers towards Quality
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 46 43.39622642
SATISFIED 36 33.96226415
NEUTRAL 22 20.75471698
DIS SATISFIED 0 0HIGHLY DIS SATISFIED 2 1.886792453
TOTAL 106 100
2.1.9 Chart showing satisfaction level of the Customers towards Quality
Highly satisfied Satisfied Neutral Dis Satisfied Highly diasatisfied0
10
20
30
40
50
60
70
Respondents
Inference
43.3% of Respondents have told that the Quality is satisfied
25
2.1.10 Table showing satisfaction level of the Customers towards Arrangement
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 23 21.69811321
SATISFIED 31 29.24528302
NEUTRAL 22 20.75471698
DIS SATISFIED 18 16.98113208HIGHLY DIS SATISFIED 12 11.32075472
TOTAL 106 100
2.1.10 Chart showing satisfaction level of the Customers towards Arrangement
Highly satisfied Satisfied Neutral Dis Satisfied Highly diasatisfied0
10
20
30
40
50
60
70
80
90
Respondents
Inference
21% of Respondents have told that the Arrangement is satisfied
26
2.1.11 Table showing satisfaction level of the Customers towards Exchange
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 55 51.88679245
SATISFIED 32 30.18867925
NEUTRAL 9 8.490566038
DIS SATISFIED 10 9.433962264HIGHLY DIS SATISFIED 0 0
TOTAL 106 100
2.1.11 Chart showing satisfaction level of the Customers towards Exchange
Highly satisfied Satisfied Neutral Dis Satisfied Highly diasatisfied0
10
20
30
40
50
60
Respondents
Inference
51.8% of Respondents have told that the Exchange is satisfied
27
2.1.12 Table showing satisfaction level of the Customers towards Lighting
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 55 51.88679245
SATISFIED 32 30.18867925
NEUTRAL 9 8.490566038
DIS SATISFIED 10 9.433962264HIGHLY DIS SATISFIED 0 0
TOTAL 106 100
2.1.12 Chart showing satisfaction level of the Customers towards Lighting
Highly satisfied Satisfied Neutral Dis Satisfied Highly diasatisfied0
5
10
15
20
25
30
35
40
45
50
Respondents
Inference
51.8% of Respondents have told that the Lighting is satisfied
28
2.1.13 Table showing satisfaction level of the Customers towards Availability of Trolley
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 46 43.39622642
SATISFIED 36 33.96226415
NEUTRAL 22 20.75471698
DIS SATISFIED 0 0HIGHLY DIS SATISFIED 2 1.886792453
TOTAL 106 100
2.1.13 Chart showing satisfaction level of the Customers towards Availability of Trolley
Highly satisfied Satisfied Neutral Dis Satisfied Highly diasatisfied0
5
10
15
20
25
30
35
40
45
50
Respondents
Inference
43.4% of Respondents have told that the Facility of Trolley is satisfied
29
2.1.14 Table showing satisfaction level of the Customers towards Parking Facility
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 58 54.71698113
SATISFIED 33 31.13207547
NEUTRAL 15 14.1509434
DIS SATISFIED 0 0HIGHLY DIS SATISFIED 0 0
TOTAL 106 100
2.1.14 Chart showing satisfaction level of the Customers towards Parking Facility
Highly satisfied Satisfied Neutral Dis Satisfied Highly diasatisfied0
10
20
30
40
50
60
70
80
90
Respondents
Inference
54.7% of Respondents have told that the Parking Facility is satisfied
30
2.1.15 Table showing satisfaction level of the Customers towards Maintenance & Cleaning
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 32 30.18867925
SATISFIED 55 51.88679245
NEUTRAL 10 9.433962264
DIS SATISFIED 0 0HIGHLY DIS SATISFIED 9 8.490566038
TOTAL 106 100
2.1.15 Chart showing satisfaction level of the Customers towards Maintenance & Cleaning
Highly satisfied Satisfied Neutral Dis Satisfied Highly diasatisfied0
10
20
30
40
50
60
70
Respondents
Inference
30% of Respondents have told that the Maintenance and Cleaning is satisfied
31
2.1.16 Table showing satisfaction level of the Customers towards Spacing inside shop
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 33 31.13207547
SATISFIED 16 15.09433962
NEUTRAL 55 51.88679245
DIS SATISFIED 0 0HIGHLY DIS SATISFIED 2 1.886792453
TOTAL 106 100
2.1.16 Chart showing satisfaction level of the Customers towards Spacing inside shop
Highly satisfied Satisfied Neutral Dis Satisfied Highly diasatisfied0
10
20
30
40
50
60
70
80
90
Respondents
Inference
33% of Respondents have told that the Spacing inside shop is satisfied
32
2.1.17 Table showing satisfaction level of the Customers towards Credit Facility
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 0 0
SATISFIED 0 0
NEUTRAL 7 6.603773585
DIS SATISFIED 61 57.54716981HIGHLY DIS SATISFIED 38 35.8490566
TOTAL 106 100
2.1.17 Chart showing satisfaction level of the Customers towards Credit Facility
Highly satisfied Satisfied Neutral Dis Satisfied Highly diasatisfied0
10
20
30
40
50
60
Respondents
Inference
75.4% of Respondents have told that the Brand Name is satisfied
33
2.1.18 Table showing satisfaction level of the Customers towards Courtesy of staff
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 45 42.45283019
SATISFIED 38 35.8490566
NEUTRAL 20 18.86792453
DIS SATISFIED 2 1.886792453
HIGHLY DIS SATISFIED 1 0.943396226
TOTAL 106 100
2.1.18 Chart showing satisfaction level of the Customers towards Courtesy of staff
Highly satisfied Satisfied Neutral Dis Satisfied Highly diasatisfied0
5
10
15
20
25
30
35
40
45
50
Respondents
Inference
42% of Respondents have told that the Courtesy of staff is satisfied
34
2.1.19 Table showing satisfaction level of the Customers towards Efficiency of staff
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 46 43.39622642
SATISFIED 25 23.58490566
NEUTRAL 15 14.1509434
DIS SATISFIED 12 11.32075472HIGHLY DIS SATISFIED 8 7.547169811
TOTAL 106 100
2.1.19 Chart showing satisfaction level of the Customers towards Efficiency of staff
Highly satisfied Satisfied Neutral Dis Satisfied Highly diasatisfied0
5
10
15
20
25
30
35
40
45
50
Respondents
Inference
43% of Respondents have told that the Efficiency of staff is satisfied
35
2.1.20 Table showing satisfaction level of the Customers towards Home delivery
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 83 78.30188679
SATISFIED 21 19.81132075
NEUTRAL 2 1.886792453
DIS SATISFIED 0 0HIGHLY DIS SATISFIED 0 0
TOTAL 106 100
2.1.20 Chart showing satisfaction level of the Customers towards Home delivery
Highly satisfied Satisfied Neutral Dis Satisfied Highly diasatisfied0
10
20
30
40
50
60
70
80
90
Respondents
Inference
78.3% of Respondents have told that the Home delivery is satisfied
36
2.1.21 Table showing satisfaction level of the Customers towards Number of Counters
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 63 59.43396226
SATISFIED 28 26.41509434
NEUTRAL 13 12.26415094
DIS SATISFIED 2 1.886792453HIGHLY DIS SATISFIED 0 0
TOTAL 106 100
2.1.21 Chart showing satisfaction level of the Customers towards Number of Counters
Highly satisfied Satisfied Neutral Dis Satisfied Highly diasatisfied0
10
20
30
40
50
60
70
Respondents
Inference
59.4% of Respondents have told that the Number of Counters is satisfied
37
2.1.22 Table showing satisfaction level of the Customers towards Grievances handling
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 80 75.47169811
SATISFIED 20 18.86792453
NEUTRAL 5 4.716981132
DIS SATISFIED 0 0HIGHLY DIS SATISFIED 1 0.943396226
TOTAL 106 100
2.1.22 Chart showing satisfaction level of the Customers towards Grievances handling
Highly satisfied Satisfied Neutral Dis Satisfied Highly diasatisfied0
10
20
30
40
50
60
70
80
90
Respondents
Inference
75.4% of Respondents have told that the Grievances Handling is satisfied
38
2.1.23 Table showing satisfaction level of the Customers towards Packing
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 54 50.94339623
SATISFIED 26 24.52830189
NEUTRAL 8 7.547169811
DIS SATISFIED 9 8.490566038HIGHLY DIS SATISFIED 9 8.490566038
TOTAL 106 100
2.1.23 Chart showing satisfaction level of the Customers towards Packing
Highly satisfied Satisfied Neutral Dis Satisfied Highly diasatisfied0
10
20
30
40
50
60
Respondents
Inference
50.9% of Respondents have told that the Packing is satisfied.
39
THE LEVEL OF CUSTOMERS SUGGESTS NILGIRIES TO THEIR NEIGHBORS,
FRIENDS/COLLEAGUES, AND OTHERS.
2.1.24 Table showing the level of customers Suggests Nilgiries to their Neighbors,
Friends/colleagues, and others.
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
EXCELLENT 63 59.43396226
GOOD 28 26.41509434
BETTER 12 11.32075472
POOR 2 1.886792453
WORST 1 0.943396226
TOTAL 106 100
2.1.24 Chart showing the level of customers Suggests Nilgiries to their Neighbors,
Friends/colleagues, and others.
Excellent Good Better Poor Worst0
10
20
30
40
50
60
70
Respondants
Respondants
Inference:
63% of respondents are representing nilgiris as Excellent. And only .9% of the people respondent
worst.
40
RATINGS FOR MARKETING STRATEGY ADOPTED BY NILGIRIS SUPERMARKET.
2.1.25 Table showing Ratings for marketing strategy adopted by Nilgiris Supermarket.
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
1 3 2.830188679
2 4 3.773584906
3 9 8.490566038
4 24 22.64150943
5 66 62.26415094
TOTAL 106 100
2.1.25 Chart showing Ratings for marketing strategy adopted by Nilgiris Supermarket.
1 2 3 4 50
10
20
30
40
50
60
70
3 4 924
66
Rate the marketing strategy adopted by Nilgiris Supermarket.
Respondants
Rating Stars
Resp
onda
nts
Inference:
66 respondents have given 5 point rating for the marketing strategy adopted by them.
41
HOW OFTEN CUSTOMER VISITS FOR PURCHASE.
2.1.26 Table showing how often Customer visits for purchase.
ATTRIBUTENO OF RESPONDENTS PERCENTAGE
Daily 12 11.32075472
Twice a Week 14 13.20754717
Weekly 28 26.41509434
Fortnightly 22 20.75471698
Monthly 30 28.30188679
TOTAL 106 100
2.1.26 Chart showing how often Customer visits for purchase.
Daily Twice a Week Weekly Fortnightly Monthly0
5
10
15
20
25
30
35
Respondant
Respondant
Inference:
Only 12 respondents are purchasing on Daily Basis. 30 respondents are purchasing Monthly basis.
42
FINDINGS
o 36.2% of the respondents are aged between 36-45
o 59% of the respondents are Female
o 39.6% of the respondents are Housewife’s
o 65 respondents have completed PG
o 58 respondents are earning income above 6 lakhs per year.
o 80 respondents are more satisfied about the Nilgiris provides various Brand
o Only 54 respondents are satisfied with the arrangements
o Only 12 respondents are purchasing on Daily Basis.
o 99 respondents are not satisfied with the credit facility
o Customers are satisfied with the service factors in relation with workers.
o 63% of respondents are representing nilgiris as Excellent.
o 66 respondents have given 5 point rating for the marketing strategy adopted by them.
o 42.4% of Respondents have told that the prices of the goods are satisfied.
o 54.7% of Respondents have told that the Range of Goods is satisfied.
o 75.4% of Respondents have told that the Brand Name is satisfied.
o 43.3% of Respondents have told that the Quality is satisfied.
o 21% of Respondents have told that the Arrangement is satisfied.
o 51.8% of Respondents have told that the Exchange is satisfied.
o 51.8% of Respondents have told that the Lighting is satisfied.
o 43.4% of Respondents have told that the Facility of Trolley is satisfied.
o 54.7% of Respondents have told that the Parking Facility is satisfied.
o 30% of Respondents have told that the Maintenance and Cleaning is satisfied.
o 33% of Respondents have told that the Spacing inside shop is satisfied.
o 75.4% of Respondents have told that the Brand Name is satisfied.
o 42% of Respondents have told that the Courtesy of staff is satisfied.
o 43% of Respondents have told that the Efficiency of staff is satisfied.
o 78.3% of Respondents have told that the Home delivery is satisfied.
o 59.4% of Respondents have told that the Number of Counters is satisfied.
43
o 75.4% of Respondents have told that the Grievances Handling is satisfied.
o 50.9% of Respondents have told that the Packing is satisfied.
SUGGESTION
o Some of the customer feels spacing is not so good the products has to be arranged in a
convenient way and good space given for the arrangement and help the customers to
purchase freely.
o Some customer feel the cleanliness should be good. It has to be taken care by often
cleaning service.
o Only 62% of customer had rated 5 among 106 and 59% customers had given that they
will suggest Nilgiris as Excellent to their Neighbors, Friends/colleagues, and others. So
they have to know their need and satisfy accordingly through conducting various
customer satisfactions finding tool like survey and direct interview.
44
CONCLUSION
Now a day it is not easy to sustain in the market only with the brand name, because
customers expects more benefits for which they pay. This project will help the company to fix
new strategies and compete with the competitors. Also the suggestions will help the organization
to attract more customers and improve their business.
This project is aimed to analyze the effectiveness of customer service used by the
organization. Most of the respondents prefer Nilgiris Supermarket because of its service quality.
Most of the respondents are satisfied with the Nilgiris supermarket offers.
The organization has got loyal customers and it helps in positive word of mouth about the
company which is proved as most of the customers will recommend others to visit Nilgiris
supermarket. Discounts are the attractive offers for many customers and so the company should
work on it to offer more discounts.