INTRODUCTION

1.1 INDUSTRY PROFILE

Retail is Indias largest industry, accounting for over 10 percent of the countrys GDP and around eight percent of the employment. Retail industry in India is at the crossroad. It has emerged as one of the most dynamic and fast paced industry with several players entering the market. But because of the heavy initial investments required, break-even is difficult to achieve and many of these players have not tasted success so far. However, the future is promising, the market is growing, government policies are becoming more favorable and emerging technologies are facilitating operations. Retailing in India is gradually inching its way toward becoming the next boom industry. The whole concept of shopping has altered in terms of format and consumer buying behavior, ushering in shopping in India. Modern retail has entered India as seen in sprawling shopping centers, multi-stored malls and huge complexes offer shopping, entertainment and food all under one roof. The Indian retailing sector is at an inflexion point where the growth of organization retailing and growth in the consumption by the Indian population is going to take a higher growth trajectory. The Indian population is witnessing a significant change in its demographics. A large young working population with median age of 24 years nuclear families in urban areas, along with increasing workingwomen population and emerging opportunities in the services sector are going to be the key growth drivers of the organized retail sector in India. Some key factors

Retails are India largest industry, accounting for over 10 percent of the countrys GDP and around eight percent of the employment. The market size of Indian retail industry is about us $312 billion Organized retailing comprises only 2.8 percent market and is estimated at around us$8.5 billion The organized retail sector is expected to grow to US $ 70 billion by 2010 of the total retailing

Every company is interested in organized retail, and too much money is coming into the industry. Three big groups comprising Reliance industries, the Bharti-Wal-Mart combine, TATA and the Aditya Birla group have lied up investments in excess that figure. Then there is other like the Hero group that is talking of getting into organized retail. The reason for so much investment in that industry is that retail is a strategic industry. Its the point where supply and demand converges. Anyone who controls this point even in any significant way-can become a decisive force in the economy, but the bigger reason why companies are so interested in organized retail is the sheer size of the opportunity. Currently, organized retail covers only 3% of the total market which is very less compared to over 60-70% levels in western countries. No fresh demand needs to be created, it already exists. The only challenge is to pull consumers away from Kirana stores, or roadside hawkers or neighborhood markets into cleaner and better laid out shopping environments. Indeed, when retailer is down, its not because there was no demand, its usually because the retailer wasnt efficient enough to give consumers a better value proposition.

1.2 COMPANY PROFILE:

Dhiraj Sons is in business since last 62 years, starting off with doing small business in Grocery and Kirana shop in posh area of Bardoli. It was the first to start a Family General Store in 1947, namely R. Dhiraj Modi. Subsequently following the overwhelming response from the people, for the first time in Gujarat, it ventured into a Departmental Store Dhiraj Sons in 1984. It became a pioneer in introducing for the first time in Gujarat the self-service system and online computerized billing system. Continuing with the successful progress march, it also added a Greeting Card Shop, a Music Shop, Plastic Corner and a Stationery Corner to its establishment in the year 1995, which was due to the faith and love of the people of Surat in us and our management, which made us stand apart from the rest of our competitors. From a small Grocery Store in 1947 to super store, Mega store and Fashion World in 2002 shows the kind of progress we have made and always leading from the front. This all has been possible because of the trust and love from our valued Dhiraj customers and due to our competitor in29-04-2000, we inaugurated Dhiraj sons.

1.3 ABOUT DHIRAJ SONS MEGA STORE PVT LTD.:

Dhiraj Sons Mega Store Pvt. Ltd is a corporate group comprising of a business activity firms like Mega Store, Super Store, Music Shop, Card Shop, Toy Shop and now Fashion World. History: Dhiraj Sons is in business since last 62 years, starting off with doing small business in Grocery and Kirana shop in posh area of Athwalines, Surat. It was the first to start a Family General Store in 1947, namely R. Dhiraj Modi. Subsequently following the overwhelming response from the people, for the first time in Gujarat, it ventured into a Departmental Store Dhiraj Sons in 1984. It became a pioneer in introducing for the first time in Gujarat the self-service system and online computerized billing system. Continuing with the successful progress march, it also added a Greeting Card Shop, a Music Shop, Plastic Corner and a Stationery Corner to its establishment in the year 1995, which was due to the faith and love of the people of Surat in us and our management, which made us stand apart from the rest of our competitors. In 29-04-2000, we inaugurated Dhiraj Sons - The MegaStore at Chowpatty, a 15,000 square feet shopping store. A complete 'shop entertainment' environment kind of store. Catering to demands of valued customers, in 2002 unveiled Dhiraj Sons The Super Market, at Parle Point a 15,000 square feet shopping store for their shopping ease and comfort. From a small Grocery Store in 1947 to Super Store, Mega Store and Fashion World in 2002 shows the kind of progress we have made and always leading from thefront. This all has been possible because of the trust and love from our valued Dhiraj Customers and due to our fellow staff members. This has always promoted us to take a major step forward in presenting our customers with new innovations and dimensions.

Branches of Dhiraj Sons:

A grand Fashion world for branded Men, Women, Kids Garments & Accessories and
FASHION WORLD

presenting a constant changing Fashion World. The entire with place is totally air conditioned gorgeous automatic

escalator entrance. A Three Storied store housing all kinds of

MEG STORE

groceries, toiletries, food stuffs, household items, crockery's, watches, electronic items, gift items etc. A store housing all kinds of groceries,

SUPER MARKET

toiletries, food stuffs, household items, crockery's, watches, electronic items, gift items etc.

TOY SHOP

An extravagant collection of toys & soft toys and games are available for kids of all ages. Cards for Birthday, Anniversary, Sorry, Thank you, New year, Christmas, Pateti, Idd, Condolences, Friendship, Love, Best Wishes and all Occasions. All kinds of plastic items like buckets, tumblers, boxes, jars, household items etc. English, Hindi, Gujarati Audio Cassettes and Compact Discs ( CD's).

1.4 LITERATURE REVIEW

Today as we know that the growth of the retail sector industry is too high and due to these a very high level of competition is there, many domestic and foreign company has introduce there malls around the country at different cities and town, in these competitive market to introduce a new type of retail counter is not easy task, the company must have understand the behavioral patent of the consumer. So that the companies can emphasis more and that kind of features which the customer is demanding. For this reason we are going to study on customer satisfaction of people of Bardoli at Dhiraj Sons. Today most of all products which are available to the buyer have a number of alternatives, while they are taking purchasing decision. The aim of marketer is to meet an satisfied target customers need and wants, the field of consumer behavior studies, how individual, groups and organization select, by use, and dispose of goods, service, ideas and experience consumer and knowing customer satisfaction are never be easy. Customer says one thing and does something different. They may not be in touch with their deeper motivation. The knowledge of customer satisfaction essential for marketers because the consume brings change into the business according to maintain it. Customer Satisfaction: In general, satisfaction is persons feelings of pleasure or disappointment resulting from comparing a product perceive performance in relation to his or her short of expectations. If the performance falls short of expectations. If the performance matches the expectation, the customer is satisfied. If the performance exceeds expectations the customer is highly satisfied of delighted. By (Philip kotler & Kevin Keller) from marketing management.

Customer satisfaction is the individual perception of the performance of the product or the service in relation to his or her expectations. Application of knowledge of customer satisfaction:The knowledge of customer satisfaction is very much important for the company is following way: To help in development of product and services. To helps in designing marketing activity for future. To helps in marketing segmentation & strategies development. To helps in knowing the product positioning & feeling in the mind of target audience for the product or service. To helps in improving the activities that will be according to the need of the customers.