Research Project Report on

Comparative Study of Vishal Megamart at Sonepat

Submitted By :- Under the Guidance of

:-

Vinay - 13001432052 Dr. Rupa Rathee

Sushil -13001432048 ( Assistant
Professor )
Shweta- 130014302046
Sagar - 13001432041
Komal -13001432014

Department of Management Studies

DEENBANDHU CHHOTU RAM UNIVERSITY OF
SCIENCE & TECHNOLOGY, MURTHAL (SONEPAT) -
131039, INDIA
(ESTABLISHED BY STATE LEGISLATIVE ACT NO. 29 OF 2006 &
APPROVED UNDER SECTION 1203) OF THE U.G.C. ACT.).
 CONTENTS

Executive Summary

Introduction

Growth of Retail Sector

Vishal Retail Ltd History

Review of Literature

Research Methodology

Analysis & Interpretation

Findings

Complaints

Recommendations

Questionnaire

References
 EXECUTIVE SUMMARY
The project is about Customer Satisfaction & Consumer Behaviour towards
Vishal Mega Mart , Sonepat-131001, Haryana. Retail industry is booming all
around the globe at a very fast pace. Vishal Retail is a known and strong competitor
in the retail industry since 23 years. When we talk about Indian market, the demands
of everything which you can find in every retail store are increasing every year.
Indians are famous for their traditions and festivals and exchanging gifts with friends
and relatives is a part of it.

This project report is the study of various parameters of behavior of consumer

towards Vishal Mega Mart and relates it to the theoretical aspects within the scope of
our subjects. It also helps us in understanding the functioning that took place with in
an organization from different perspectives. A questionnaire has been drafted, to try
and understand the psyche of the VISHAL MEGA MART customers to know their
needs and expectations which can be further utilized by the company to gain a
competitive edge over their competitors.
 INTRODUCTION
The Retail Sector is the largest sector in India after agriculture, accounting for over
10 per cent of the countrys GDP and around 8 per cent of the employment. India has
the most unorganized retail market in the world. Most retailers of the unorganized
retail market have their shop in the front and house at the back. The Retail Industry in
India is today amongst the fastest growing industries with several players entering
the market. Currently, the organized retail sector accounts for only 2 per cent
indicating a huge potential market opportunity. India is being seen as most attractive
market by retail investors from all over the world. Retail is clearly the sector that is
poised to show the highest growth in the next five years. The sector is set for a
revolution, as both the present players and new entrants are gearing up to explore the
market. The present size of the organized retailing sector is approximately 3% and is
expected to grow to 25-30% by the year 2010. There are about 300 new malls, 1500
supermarkets and 325 departmental stores currently under construction. Many
players are coming up with huge investments, due to which the present 12 million
mom-and-pop shops and kirana stores fear losing their business. Most predictions say
that the sector might reach to US$ 400-600 billion by the year 2010.

Global retail giants such as Wal-Mart, Tesco, Germany's Metro AG and many others
are ready to enter the retail markets. The rising demands of branded products and
increase in purchasing power have lured these companies to enter the market.
Modern retail development in India is focused on the cities like Mumbai, Pune,
Ahmedabad, Delhi and the National Capital Region, Chennai, Banglore, Hyderabad,
Kolkata. The leading Indian retailers are Bata India Ltd, Big Bazaar, Crossword,
Vishal Mega Mart., Food Bazaar, Globus Stores Pvt. Ltd., Liberty shoes Ltd., Music
World Entertainment Ltd., Pantaloon Retail India Ltd., Shoppers Stop, Subhiksha,
Titan Industries etc.

MODERN RETAIL STRUCTURE:-

It includes-

Malls like Ansal Plaza (New Delhi), Nucleus (Pune), Centre Stage (Noida)

etc

Discount Stores like Brand Factory, Loot, M&B Factory, Subhiksha, Big

Apple, and Reliance Fresh.

Department Stores like Shoppers Stop, Big Shop, and Pantaloons.

Hypermarkets/ Supermarkets like Big Bazaar, Vishal Mega Mart.

Convenience Stores like Spencers Daily, Tru Mart, Choupal, More.

Multi Brand Outlets like Globus.

CURRENT SCENARIO

A glimpse of the international retail-

47 global fortune companies & 25 of Asia's top 200 companies are retailers
Dominated by developed countries
 US, EU & Japan constitute 80% of world retail sales.

Biggest player in India is Pantaloon Retail India Limited.

PERCENTAGE OF ORGANIZED RETAIL:-

USA - 85%

Taiwan - 81%

Malaysia - 55%

Thailand - 40%

Brazil - 36%

Indonesia - 30%

Poland - 20%

China - 20%

India - 3%

According to A.T. Kearney GLOBAL RETAIL DEVELOPMENT INDEX, India was

placed at 1st position in the year 2005. However within 2 years of time i.e 2007, it is
being placed at 2nd position jointly with China and after Vietnam.

GROWTH OF RETAIL SECTOR

The following are the reasons for growth of retail sector in India- Increase in
disposable income of consumers, Increase in consuming desire, Low share of
organized retailing. Purchasing power of Indian urban consumer is growing and
branded merchandise in categories like Apparels, Accessories, Food, and even
Jewellery, are slowly becoming lifestyle products. Retailers are taking benefit of this
growth and accordingly are aiming to expand. Indian retail is expanding at a fast
pace. India's retail industry, which is currently valued at nearly $350 billion, is
expected to double in size by 2015. The Indian Retail Industry is gradually moving
ahead towards becoming the next boom industry.

Modern Large-Format retail, efficiently connects the producers and the consumers
and is helpful to both in the long run. In India there is a huge wastage of fresh fruits
and vegetables. In this scenario, the Large-Format Retail provides all important
infrastructures to carry the farm produce to the consumers with lesser wastage. In this
way the farmers get better returns and the consumer better quality and price.

KEY TRENDS:-

The existing players like Big Bazaar, Shoppers' Stop, Piramyd, and Vishal Mega
Mart are expanding to smaller towns and cities. Many other business houses are
planning to enter the retail sector either on their own or through partnerships. New
entrants like Bharti pvt ltd and Wal-Mart are going to enter the market soon. Even
rural areas will provide a huge opportunity to be explored.

VISHAL RETAIL PVT. LTD. HISTORY

What started as a humble one store enterprise in 1986 in Kolkata (erstwhile, Calcutta)
is today a conglomerate encompassing around 183 showrooms in 110 cities / 24
states. Indias first hyper-market has also been opened for the Indian consumer by
Vishal. Situated in the national capital Delhi this store boasts of the singe largest
collection of goods and commodities sold under one roof in India.
VRPL was incorporated on July 23, 2001 under the Companies Act, 1956 as Vishal
Retail Private Limited. VRPL was converted to a public limited company on
February 20, 2006. At the time of incorporation, the registered office of VRPL was
situated at 4, R. N. Mukherjee Road, Kolkata 700 001. Subsequently VRPLs
registered office was shifted to 54/4C, Strand Road, Kolkata 700 006 on August 1,
2001 and on February 14 2004, VRPLs registered office was shifted to Mouza Kuch
Pukur, P.S. Bhangore, 24 Paragnas (South), West Bengal. On December 29, 2005,
VRPLs registered office was shifted to RZ-A-95 & 96, Road No. 4, Street No. 9,
Mahipalpur Extension, New Delhi 110 037, which is the present registered office of
the Company. The fresh certificate of incorporation consequent on change of name
was granted to our Company on February 20, 2006 by the Registrar of Companies,
West Bengal.

With a business purchase agreement dated November 23, 2001 executed between
VRPL and Mr. Ram Chandra Agarwal (carrying on proprietorship business in the
name of M/s The Vishal Garments) and Mrs. Uma Agarwal (carrying on
proprietorship business in the name of M/s Vishal Garments), VRPL acquired the
business of M/s The Vishal Garments and M/s Vishal Garments, and the said
businesses were transferred to VRPL as a going concern with effect from December
15, 2001.

With a business purchase agreement executed between VRPL and M/s Vishal
Fashions

Private Limited, they acquired the business of manufacturing of readymade garments

as a going concern with effect from March 31, 2003. VRPL went into backward
integration by acquiring a manufacturing unit for readymade garments.

DETAILS OF DIRECTORS
Mr. Ram Chandra Agarwal, 43 years, is VRPLs Chairman and Managing
Director. He holds a bachelors degree in commerce from St. Xaviers College,
Kolkata. Mr. Agarwal has more than 20 years of experience in the retail industry and
has been with VRPL since their inception in 1997. He started the business under the
name of Vishal Garment with a small store at 9, Lal Bazaar Street, Kolkata. Mr.
Agarwal has made efforts for the development of the value retailing industry in India
and is well known for his business acumen.

Mrs. Uma Agarwal, 33 years, is an executive Director of VRPL. She holds a

bachelors degree in arts. Mrs. Agarwal has more than 7 years of experience in the
retail industry. She has been associated with accounts department of VRPL.

Mr. Surendra Kumar Agarwal, 46 years, is an executive Director of VRPL.

He holds a bachelors degree in commerce. Mr. Agarwal has more than 17 years of
experience in the retail industry. He has been associated with store development and
management at various locations of VRPL.

Mr. Bharat Jain, 45 years, is an independent Director of VRPL. He holds

bachelors degree in commerce. Mr. Jain is engaged in the business of leather
garments and accessories and has more than 23 years of work experience. Mr. Jain
joined VRPL Board on May 8, 2006.

Mr. Rakesh Aggarwal, 44 years, is an independent Director of VRPL. He holds

a masters degree in commerce. Mr. Aggarwal is currently engaged in roto-moulding
industry has more than 20 years of work experience. Mr. Aggarwal joined VRPL
Board on October 31, 2006.

Mr. Ram Chandra Aggarwal is the husband of Mrs. Uma Agarwal and brother of Mr.
Surendra Kumar Agarwal. None of our other Directors are related to each other.
 VRPL PROMOTERS AND GROUP COMPANIES

The following individuals are the Promoters of the Company:

a). Mr. Ram Chandra Agarwal;

b). Mrs. Uma Agarwal; and

c). Mr. Surendra Kumar Agarwal.

The following companies are the Promoters of the Company:

a). Unicon Marketing Private Limited;

b). Ricon Commodities Private Limited; and

c). Vishal Water World Private Limited.

The company has during the year 2008, established its five new companies by the
name of VRL Foods Ltd., VRL Movers Ltd., VRL Consumer Goods Ltd., VRL
Fashions Ltd. & VRL Infrastructure Ltd., none of the companies have commenced
business operations during the year.

VRPLs BUSINESS:-

VRPL started as a retailer of ready-made apparels in Kolkata in 2001. In 2003, VRPL

acquired the manufacturing facilities from Vishal Fashions Private Limited and M/s
Vishal Apparels. Subsequently, with evolution of retail industry in India and change
in consumer aspirations, VRPL diversified their portfolio of offerings to include other
retail goods. Currently, VRPL sell ready-made apparels and a wide range of
household merchandise and other consumer goods such as footwear, toys, watches,
toiletries, grocery items, sports items, crockery, home furnishing, beverages, drinks,
gift and novelties.

VRPL follow the concept of value retail in India. In other words, VRPLs business
approach is to sell quality goods at reasonable prices by either manufacturing
themselves or directly procuring from manufacturers (primarily from small and
medium size vendors and manufacturers). VRPL endeavor to facilitate one-stop-shop
convenience for their customers and to cater to the needs of the entire family. VRPL
 believe this concept has helped them grow to their current size within a short time
frame of 8 years.

In order to reduce costs and take advantage of economies of scale VRPL have
embarked on backward integration of their products. VRPLs apparel manufacturing
plant is located at Gurgaon, Haryana. For ensuring efficiency in supply chain, VRPL
have set up seven regional distribution centers located around Kolkata (West Bengal),
Thane (Maharashtra), Jaipur (Rajasthan), Ghaziabad (Uttar Pradesh), Ludhiana
(Punjab), Gurgaon (Haryana) and Delhi. Further, VRPL have focused on developing
a cost and time efficient distribution and logistics network, which currently
comprises seven distribution centers and a fleet of trucks for transportation.

VRPL achieved total sales of Rs. 1005.31 cr for fiscal 2008, as opposed to a turnover
of Rs.602.65 cr for fiscal 2007 and Rs. 288.46 million for fiscal 2006. During the
same period VRPLs profit after tax was Rs. 40.64 cr, Rs.25.07 cr and Rs. 12.39 cr,
respectively.

REVIEW OF LITERATURE

1. Timothy L. Keiningham ( 2007 ) Et al in his Study The value of

different customer satisfaction and loyalty metrics in predicting
customer retention, recommendation, and share-of-wallet

Abstract

Purpose The purpose of this research is to examine different customer satisfaction

and loyalty
metrics and test their relationship to customer retention, recommendation and share of
wallet using micro (customer) level data.
Design/methodology/approach The data for this study come from a two-year
longitudinal
Internet panel of over 8,000 US customers of firms in one of three industries (retail
banking,
mass-merchant retail, and Internet service providers (ISPs)). Correlation analysis,
CHAID, and three types of regression analyses (best-subsets, ordinal logistic, and latent
class ordinal logistic regression) were used to test the hypotheses.
Findings Contrary to Reichhelds assertions, the results indicate that recommend
intention alone will not suffice as a single predictor of customers future loyalty
behavior. Use of a multiple indicator instead of a single predictor model performs better
in predicting customer recommendations and retention.
Research limitations/implications The limitation of the paper is that it uses data
from only
three industries.
Practical implications The presumption of managers when looking at recommend
intention as
the primary, even sole gauge of customer loyalty appears to be erroneous. The
consequence is
potential misallocations of resources due to myopic focus on customers recommend
intentions.
Originality/value This is the first scientific study that examines recommend
intentions and its
impact on retention and recommendation on the micro (customer) level. Keywords
Customer retention, Customer loyalty, Customer satisfaction Paper type Research paper

2. Suraj Kumar & Niraj Mishra (2013) in his study DO RETAIL

STORES ATTRIBUTES INFLUENCE CUSTOMER
SATISFACTION IN INDIA?
ABSTRACT

Retail industry in India is witnessing a fast growth in almost all cities in India. Recent
Indian Government decision of allowing the foreign investment in organized retailing
in India will further lead to high growth. Attracting customers and retaining them
become keys to success in increased industry competition. Retail store attributes play
as important role in selection of a retail store by customers as well as in customer
satisfaction. This study is an effort to examine the relationship between retail store
attributes and customer satisfaction. Respondents were surveyed about their
expectations and experiences with respect to ten dimensions of store attributes using a
structured questionnaire using Mall Intercept Survey technique. Correlation and
regression analysis were used for data analysis. The outcome of the analysis is
establishment of relationship between store attributes and customer satisfaction.
KEYWORDS: Indian retail industry, store attributes, customer expectation, customer
satisfaction.
CONCLUSION - Null Hypothesis 1 was examined using correlation analysis and
regression analysis. The output of correlation analysis as significant value .000
(significance level = .01, 2-tailed) in case of establishing relationship of all store
attributes with customer satisfaction, posit that customer satisfaction has strong relation
with 8 out of 10 store attributes.
 3. Neetu Sharma ( 2013 ) in his Study NDARDIZATION OF
PRODUCTS AND CONSUMER SATISFACTION IN INDIA
[WITH SPECIAL REFERENCE TO FMCG'S]

ABSTRACT

A Study on the Consumers Brand Preference towards FMCG (Dental Care) Products
with Special Reference to Organized Retail Stores in Erode was done with the primary
objectives of the study as on above. Every customer in the market has his/her own
Brand Preferences.
Customers will be looking for certain attributes before purchasing the products i.e.,
FMCG. The research study used in this study is descriptive method. Under this study
the survey is
conducted with the customer generally around the erode city for the specified product.
The
major limitation in this study is that some customers led some problems in the customer
service area. The study was limited to 200 customers only. The time taken for the
survey was between July 2011 and September 2011.The present study shows the brand
preference towards FMCG (Dental care) at organized retail stores only. Personal bias by
the respondents may have script in while answering the questions. The result of the
study is that all the customers around erode city were satisfied with the FMCG products
irrespective of brands. And also they need some improvement in the customer service.
Next the Satisfaction level of customers towards the company products revealed the
customer needs and the quality of the product they require. Majority of the customers
give more preference towards the quality of the product followed by the price, design,
sales and service etc. so it also deals with knowing the customer requirements and their
satisfaction towards the FMCG goods. In general, the study reveals the attributes of the
customers towards the FMCG goods and services for their brand preference and
satisfactions.

KEYWORDS: Brand Preference, Customer service, Satisfaction level, FMCG,

Objectives of the Study

To study the Consumers Brand preference towards FMCG (Dental care).
To analyze the brand preference of the product that may attract the customer to buy.
To identify the customer satisfaction levels on various FMCG(Dental care) brands
To get suggestions from the customers regarding the features of the brand and its
satisfactions.

Research Methodology
Research Design
The main aim of the survey is to know the brand preference and find out the factors that
would
help the customer to choose the particular brand. Therefore descriptive research is being
adopted
in this study to find out the brand preference and characteristics of consumers.

Conclusion
The survey on the consumers brand Preference helps the organized retailers to
concentrate
on the factors as price, Quality , Multi Varieties , Available for Babies , Co-Brands ,
Hygienic and Protective , Purchase Experience ,etc that may satisfy the customers
expectation towards the products. The suggestions were given to the concern to focus
its attention mainly on delighting the customer and to fulfill the requirements and
expectation toward the products. Thus, in this study the researcher had made an attempt
to find out the customers feedback about the availability of product and services and
also varied alternative solution have been given to improve the customers
requirements, and service which in turn could earn goodwill among public.

4. Kamal and Ashish Kumar ( 2014 ) in his Study Retail Sector:

Growth and challenges perspective in India

ABSTRACT:

The Indian Retail Industry having the fifth largest place in the world. It comprising
organized
and unorganized sectors, Indian retail industry has one of the fastest growing industries
in India. Indian Retail Industry is growing from US$330 billion in 2007 to US$640
billion by 2015. The retail sector is one of the fastest growing sector in India, having the
world's second largest place in consumer market. Retailing has the major business
activities in India and leading sources of employment generation in India. Due to
extreme change in the behavior, taste and preferences of the consumer, and the growing
economy, earning capacity, less time and fast track life makes the emerging challenge in
the retail sector of India. Indian retail sector mainly divided into two parts unorganised
and organised retail. Organizes retail has limited market share in comparison of
unorganized retail sector. Recently Indian Government allowed FDI in single brand
retailing and multi brand retail which comprises challenges for retail industry.
The purpose of this paper is to find out the growth and challenges in Indian retail
industry and major problems for Indian retailers and as well as for the foreign retailers.
This paper shows the detailed information about the growth and challenges of retail
industry in India. The paper reveals that how since past few years retailing has been an
promising industry and opened door for the retailers and foreign investors. Due to
changing in the scenario of worlds economy retail sector attracts the attention of
scholars to make some efforts relating to study of growth and challenges. Since efforts
have been made in this paper to highlights the present status, growth, opportunities and
problems of retail sector in India.
Keywords : Retailing, Organized and Unorganized sector, FDI, Worlds Economy.

CONCLUSION
The Indian retail sector has experienced high growth rate over the last decade with a
visible shift towards unorganised retailing to organized retailing formats. The retailing
industry is moving towards a modern concept. The size of India's retail market was
estimated at US$ 435 billion in 2010. Out of which, 92% of the market was traditional
or unorganised retail and 8% of the market was organized retail. India's retail market is
expected to grow at 7% over the next 10 years, reaching a size of US$ 850 billion by
2020. Traditional retail is
probable to grow at 5% and reach a size of US$ 650 billion while organized retail is
probable to grow at 25% and reach a size of US$ 200 billion by 2020. Modern retail
sector in India could be worth US$ 175- 200 billion by 2016. The Food Retail Industry
in India also growing rapidly. The Mobile phone Retail Industry in India has already a
US$ 16.7 billion business, growing from rate of 20 per cent annually.

5. Dharmesh Motwani in his study AN EMPIRICAL STUDY OF

CUSTOMER EXPECTATION AND PERCEPTION IN ORGANIZED
RETAIL SECTOR

ABSTRACT

Contemporary marketing always suggest a marketer to measure customer satisfaction,

which helps to enhance the market share. In goods industry various parameters are
available to judge the satisfaction of customer towards the product, but in the case of
service industry only quality of service derives the level of satisfaction. This paper is an
attempt to identify the difference between expectation & perception of organized retail
sector customers with the help of renowned model of service quality i.e. Parasuramans
et al (1988) SERVQUAL model.
Keywords: Service Quality, Customer Expectation, Customer Perception, Organized
Retail

SUGGESTIONS :
Organized retail outlets of Udaipur can take following actions to reduce the mean quality gap
score:-
1. Retail outlets should adopt the efficient inventory management system so that customers can
find the merchandise available at the time of requirement.
2. Employees of retail outlets should be trained to handle the customers complaints effectively.
3. Employees of retail outlets should have sufficient knowledge about products available in
store.
4. Availability of physical facilities should be improved
5. Retail outlets should try to perform error free services.

6. Dr. S. Jeevananda ( 2010 ) in his study

 Study on Customer satisfaction level at Hypermarkets in Indian Retail
Industry
Abstract:

Satisfying customers is one of the main objectives of every business. Businesses recognize
that keeping current customers is more profitable than having to win new ones to replace
those lost. Management and marketing theorists underscore the importance of customer
satisfaction for a businesss success. Customer satisfaction is the key factor in knowing the
success of any retail store or business, therefore it is very important to measure it and to
find the factors which affect the customer satisfaction. Customers are most likely to
appreciate the goods and services that they buy if they are made to feel special. This occurs
when they feel that the goods and services that they buy have been specially produced for
them or for people like them. It should be always keep measuring in order to get feedback
for the product and service in order to develop it further with wide customization.
Customer satisfaction refers to the extent to which customers are happy with the products
and services provided by a business. Customer satisfaction levels can be measured using
survey techniques and questionnaires. Gaining high levels of customer satisfaction is very
important to a business because satisfied customers are most likely to be loyal and to make
repeat orders and to use a wide range of services offered by a business. Customer
satisfaction is an asset that should be monitored and managed just like any physical asset.
This is true for both service-oriented and product-oriented organizations.

Key Words: Customer Satisfaction, Service Quality, Hypermarket Retail Stores, Decision
Making, Loyalty.

Research Methodology and Design:

In this research, descriptive research methodology has been adopted to analyse the various
demographic variables. This study involves the field survey conducted across different
retail stores in Bangalore. The respondents were approached inside the hypermarket retail
stores. It also focused on the decision about choice of stores for specific purchase incident,
since each purchase occasion might actually be a different decision.

Objective of the study:

To identify the important customer service attribute that helps in making buying
decision.
To analyse the correlation between customer satisfaction level and loyalty of
customers.
To study the different strategies used by retail players to increase level of customer
satisfaction.

7. Mrs. Shishma Kushwaha & Dr. Mohender Kumar Gupta ( 2011 ) in his study
CUSTOMER PERCEPTION IN INDIAN RETAIL INDUSTRY
(A COMPARATIVE STUDY OF ORGANISED AND UNORGANISED
RETAIL INDUSTRY)

Abstract :

Perception is the process of attaining awareness or understanding of the environment by

organizing and interpreting sensory information. The same stimulus (A stimulus is any
unit of input to any of the senses) may be perceived differently by different set of
customers based on their unique personal and situational context. Hence, the indifferent
service offered at any retail stores may be perceived positively by a certain set of
 customers due to the opportunity it provides them to look up the product at leisure.
However, another set of customers may perceive it negatively. In India traditionally, the
retail industry comprised of large, medium and small grocery stores and drug stores
which could be categorized as unorganized retailing. Indias large youth population is
driving the consumerism trend in country. Organized retail business in India has entered
in 1990s but become more popular after 2002 onwards and organized retail stores
become the part of middle class family from 2006 onwards. The customers perceive
these two retail sectors in different manners. The given research paper studies factors
affecting the customer perception in retail industry and the customer perception in
organized and unorganized retail sector.

OBJECTIVE OF THE STUDY:

1. To study the factors influencing customer perception.
2. To study the customer perception from the organised retail industry.
3. To study the customer perception from the unorganised retail industry.
4. To compare the customer perception of these two sectors.

HYPOTHESIS OF THE STUDY:

1. All factors affect customer perception significantly.
2. There is no difference in the customer perception of organised and unorganised retail
industry.

RESEARCH METHODOLOGY:
The objective of this research paper is to find out the factors influencing customer
perception and customer perception in organised and unorganised retail industry in the area
of Delhi. In this regard, the data was collected on 10 factors about the retail stores Prices,
Quality, Services, Distance from house, Variety availability, Cleanliness, Safety, Behaviour
of staff and management, Goods availability, Space availability.

Sample size:
A total of 300 questionnaires for respondents residing in Delhi were formed for the study
out of which only 255 respondents turned beneficial for the study. Convenience sampling
method has been followed for collecting the response from the respondents. The data has
been collected from the customers who have visited the departmental stores, grocery shops,
local market, railway station, vendors, supermarkets, etc.

Limitation of the study and scope for further study:

The study has certain limitations like the sample size was relatively small and was drawn
from a specific geographical region i.e. the capital of India i.e. New Delhi, which makes the
generalization of the findings difficult. The data could have been collected from other states
and union territories of India. Further research may consider analysing service quality
perception of customers about all areas of retail industry i.e. organised and unorganised.

8. Bhaskar & Shekhar ( 2011 ) in his study Impact of Service Quality on

Apparel Retail Customer Satisfaction - A Study of Select
Metropolitan City Hyderabad
Abstract

The Indian Retail Industry is witnessing a rapid transformation and is the fastest
growing
sector contributing 10 percent of the countrys GDP. Indian retail market is estimated to
grow from $427 billion in 2010 and is expected to reach $637 billion by 2015
(Srivastava 2008). India became the prime destination for the global retailers because of
favorable demographics, high disposable income levels, changing life styles and
increased customer awareness. Indian apparel retailing is the countrys largest
opportunity for the organized retailers after food retailing. The fast pace of the Indian
retail industry presents many companies with a host of daily challenges. In todays
competitive environment and with the growing importance of services, delivering high
quality services has become the basic retailing strategy. The present paper studies the
impact of service quality on apparel retail customer satisfaction and also indentifies the
critical factors of service quality from customers perspective. The sample consists of
250 respondents from the Metropolitan City Hyderabad which is one of the fastest
growing metropolitan cities in India a structured questionnaire RSQS (Retail Service
Quality Scale) was administered for data collection. Secondary data was collected from
research databases, reports, journal articles etc. SPSS 17.0 was used for statistical
analysis. The results will help the Retail service managers to plan and design their
service strategies. The study identifies the critical of factors of Apparel Retail Service
Quality and evaluates the impact of service quality on Retail Customer Satisfaction.

Need for the study

In the present day of retailing, service quality has become the basic tool for retailers to
create competitive advantage and to enhance shopping experience. The quality of
services
significantly affects customer satisfaction, company revenues, cross selling and also
repeat
purchase behavior (Berry, 1986; Hummel and Savit, 1988; Reichheld and Sasser, 1990).
The fast pace of the Indian retail industry presents many companies with a host of daily
challenges. In todays competitive environment and with the growing importance of
services, delivering high quality services has become the basic retailing strategy. The
present paper studies the impact of service quality on apparel retail customer
satisfaction and also indentifies the critical factors of service quality from customers
perspective.

Objectives of the Study

1. To study the Demographics and Purchase Patterns of Apparel Retail Customers
2. To indentify the critical factors of Apparel Retail Service Quality
3. To study the impact of service quality on Apparel Retail Customer Satisfaction.

Methodology
A structured questionnaire, modified Retail Service Quality Scale (RSQS), (Dabholkar,
Thorpe and Rentz 1996) was used to collect the primary data from 250 respondents
after their purchase at shopping malls at Hyderabad. The city Hyderabad is one of the
fastest growing metropolitan cities in India (annexure I) and where several large
formatted Apparel stores are present. The RSQS was modified and 25 items were used
to measure service quality. Systematic sampling was administered and every fifth
customer coming out of the malls was asked to fill the questionnaire. The secondary
data was collected from research journals, reports and databases. SPSS 17.0 was used
for data analysis.

Conclusions
The retailing sector consists of both tangible and intangible factors while assessing the
service quality and measuring service quality in retailing is different from any other
sector or segment. Indian Apparel Retailing is the fastest growing segment after food
and grocery and there are several service deficiencies like long waits for billing,
improper customer treatment and handling of customer complaints. The present study
observes the critical factors effecting apparel service quality and should concentrate
more on Personal interaction and Reliability of the store in order to enhance their
service. The study also revealed that service quality factors will significantly effects
customer satisfaction.

9. Jayanth Krishnan Et al ( 2006 ) in his study Retail Store Execution:

An Empirical Study

Abstract:

We describe a methodology by which a retailer can identify action steps that are
likely to increase sales and customer satisfaction and demonstrate the methodology
using proprietary data from a large retailer with over 500 stores. We use monthly
store-level data on a number of operational variables including in-stock rate, store
staffing level as measured by payroll and store employee turnover, together with
customer responses to satisfaction surveys. We develop a nested three-stage
econometric model to analyze the marginal effects of various execution levers on
sales, customer satisfaction and the percentage of customers who answer yes to the
question Did you find everything you were looking for?, which we term customer
perceived in-stock. Our model explains approximately 75%, 97% and 71%,
respectively, of the residual variation in sales, customer satisfaction, and customer
perceived in-stock. We find that customer perceived in-stock is primarily driven by
actual in-stock and customer rating of employee knowledge; overall customer
satisfaction is primarily driven by customer perceived in-stock, payroll level,
customer rating of employee knowledge and check-out efficiency; and sales is
primarily driven by actual in-stock, overall satisfaction and payroll level. Finally,
we estimate relative magnitudes of these effects, propose specific actions to
improve sales and estimate the likely sales increase from those actions. Our results
suggest that a modest reallocation of the payroll budget among stores could be
expected to yield a 2-3% increase in sales with no increase in cost.

10. Subhashini Kaul ( 2005 ) in his study Measuring Retail Service

Quality: Examining Applicability of International Research
Perspectives in India

Abstract:

Service quality measures developed internationally are often accepted as adequate

in India. This study evaluates the Retail Service Quality Scale (RSQS) developed
in the U.S. and considered valid across a variety of formats and cultural contexts.
Confirmatory factor analysis of the component structures using AMOS 4.0
indicates the RSQS dimensions are not valid in India. This lowers the diagnostic
ability of the scale for identifying areas requiring strategic focus. This study argues
for further research and extensive scale adaptation before scales developed in other
countries such as the RSQS are applied in the Indian context.

11. C.N. Krishna Naik - Et al ( 2010 ) in his study Service Quality

(Servqual) and its Effect on Customer Satisfaction in Retailing

Abstract :
 Service Quality within retail units is pivotal for satisfying customers, retaining
them and creating loyalty amongst customers. This research uses SERVQUAL
to analyze the gap between perceptions and expectations of the customer,
concerning with the service at retail units in the South Indian state of Andhra
Pradesh. Customer Satisfaction level is assessed for the services offered at select
retail units in the city of Hyderabad. Five dimensions in service quality
(servqual), tangibility, reliability, responsiveness, empathy, and assurance
(Parasuraman, Zeithaml, &Berry, 1985) have been considered for this empirical
research. General purpose of this research to know some factors that impact
customer satisfaction. The purpose are (1) to describe applied of service quality
(servqual) dimension in retail Business (2) to know service quality (servqual)
dimensions that make customers satisfied, and (3) to know service quality
(servqual) dimensions that are dominant in influencing customer satisfaction.
The research methodology was carried out in a survey crosssectional applied to
369 respondents. The data obtained was analyzed by using reliability method,
correlation and regression. Result of research showed that services offered by
retail units have positive impact and are significant in building customer
satisfaction. Findings of this empirical research reiterate the point of view that
Service Quality dimensions are crucial for customer satisfaction in retailing a
burgeoning sector

Scope of the Study

SERVQUAL has two components to it:
Customer Expectations
Customer Perceptions

Customer Expectations are those that the customer expects as should be and can be
type of services. Service offered varies with providers and the amount of variation that
customers can tolerate is known as Tolerance. The gap between what is thought to be
adequate service and desired service is known as Zone of Tolerance. The more
important the SERVQUAL dimension, the higher is the desired service level and
narrower the zone of tolerance. For the less important SERVQUAL dimension, the
desired level of service is much lower and the zone of tolerance is broader too. What the
researcher presumes here is that retailers do study customer expectations and then
design service offerings. Therefore, the first component customer expectations are not
researched in this current study. The present study concentrates on Customer
perceptions of the following SERVQUAL dimensions, price and product quality.
Tangibles
Reliability
Responsiveness
Assurance
Empathy

Research Objectives
The objective of this study is to assess the influence of service quality on customer
satisfaction. In accordance with this objective, the empirical survey encompasses the
following objectives:
a. Describe service quality dimensions in retailing business that perhaps influence
customer satisfaction
b. Assessing servqual dimensions that contribute to customer satisfaction, and
c. Assessing the dominant service quality dimensions that influence customer
satisfaction in
the retail sector.
12. U. Dineshkumar - Et al in his study Customers Satisfaction towards
Organized Retail Outlets in Erode City

Abstract:

Customer satisfaction is widely recognized as a key pressure in the formation of

consumers' future purchase intentions. Satisfied customers are also likely to tell others
of their favorable experiences and thus engage in positive word of mouth advertising.
The present study aims to investigate customer satisfaction in the organized retail
outlets in Erode city of Tamil Nadu state in India. The objectives are to identify the
determinants of customer satisfaction in the organized retail outlets in Erode city, to
identify the attitude and behavior of the customers those who are purchasing in
organized retail outlets, and to study about the future prospects of organized retail
outlets in the city. Customer satisfaction is a significant subject for most marketers. A
total of 200 questionnaires have been randomly distributed to retail customers. Using
descriptive statistics method, cross table analysis, chi-square test and correlation
method (to compare between different means) the data collected is analyzed. The result
of this analysis suggests the degree of customer satisfaction in terms of services
provided by organized retail outlets in Erode.

Key Words: Attitude, Behaviour, Customer Satisfaction, Retail Outlets, Word of

Mouth Advertising

Objectives of The Study:

1) To identify the determinants of customer satisfaction in the organized retail outlets in the city.
2) To identify the attitude and behavior of customers in organized retail outlets.
3) To study the future prospects of organized retail outlets in the city.

Scope Of Study:

The scope of this study is wide and valuable. The study deals with the customer
satisfaction towards organized outlets which is very essential for retailing. Also, it deals
with various problems in the present retail store products and promotional schemes.
Research Methodology

Research design
The main aim of this survey is to know the customer satisfaction towards organized
retail outlets and find out the key factors for customer satisfaction. Therefore
descriptive research is being adopted to find out the customer satisfaction and
characteristics of consumers.

13. Dr. S. Hariharan ( 2014 ) in his study A Study on Consumer

Satisfaction TowardsSupermarkets With Reference to Coimbatore

OBJECTIVES OF THE STUDY

Following are the objectives of the study.
1. To study the satisfaction level of the consumers in different
attributes of Supermarkets in Coimbatore region.
2. To find out the relationship between demographic variables
of the consumer and satisfaction of the consumers in different
 attributes of Supermarkets in Coimbatore region
FINDINGS OF THE STUDY
1. Findings from Descriptive Analysis
The descriptive analysis finds that the majority of the respondents (Consumers) are
agree with the study factors related to super market location & ambience, quality &
merchandise, sales personnel attributes and the other services of super markets in
Coimbatore City. Hence, the consumers in Coimbatore are more satisfied with the
services rendered by supermarkets.

Findings from Chi-Square Test

1. Hypothesis
The null hypothesis there is no significant relationship between the demographic
variable and the level of satisfaction in location & ambience is proved in case of age,
educational qualification, type of family and monthly income of the respondents and the
null hypothesis is disproved in case of gender and occupation of the respondents.

SUGGESTIONS
Supermarkets should include more of branded products so as to attract the people to
come into super market. Supermarkets should provide large parking space for its
customer so that they can easily park their vehicles.Customer care department is needed
to take proper care of
customer complaints and queries. The services of sales person is needed to be
improved. Personal care should be taken by the sales person for the customers so that
the customers feel good. The infrastructure is needed to be changed to bit during
weekends as heavy crowd comes into Supermarkets.

14. S M Sohel Rana - Et al ( 2014 ) in his Study CUSTOMER

SATISFACTION OF RETAIL CHAIN STORES: EVIDENCE
FROM BANGLADESH

ABSTRACT

As retail chain store business is gaining popularity very quickly, people engaged
in this sector should pay special attention to the growth of this sector. The
present study aims at determining the factors constituting customer satisfaction
of retail chain stores in Bangladesh. Customer satisfaction of this sector can be a
pivotal indicator of how well the stores are meeting the expectations of the
customers. Customers of three big retail chain stores have been interviewed for
the study. From the results, it was determined that the model satisfactorily
explains customer satisfaction and that retail chain store owners and managers
should focus on four major elements responsiveness, product quality, physical
design and pricing policies if customer satisfaction is to be treated as a strategic
variable. The present study found that responsiveness and product quality were
most important to customers followed by price and physical design. Location
didnt have a significant effect on customer satisfaction although the exploratory
analysis and the secondary research supported it.

CONCLUSION

This study tested a model of customer satisfaction for the retail chain stores of
Bangladesh. The results suggest that the model satisfactorily explains customer
satisfaction and that retail chain store owners and managers should focus on four
 major elements responsiveness, product quality physical design and pricing
policies if customer satisfaction is to be treated as a strategic variable. From the
results, it was determined that responsiveness and product quality were most
important to customers followed by price and physical appearance. Location
didnt have a significant effect on customer satisfaction although the exploratory
analysis and the secondary research supported it. As retail super stores are on the
rise in Bangladesh now, the present study for assessing customer satisfaction in
the retail chain stores is a useful one. The researchers believe that if the people
engaged in this business truly want to gain a competitive edge, they must
continually strive to increase the level of customer satisfaction by emphasizing
the four significant factors discerned in this study. It is likely that location of
retail chain stores works through some other mediating variables to explain
customer satisfaction; this should be explored in future research. The main
limitation of this study is that the retailers are spread all over the country but
only Dhaka city has been taken into consideration. For collecting data from all
over the country, a large amount of financial resources and huge time are
required. The findings of the current study may be applicable only to the
retailers (Super markets). Another limitation is that responses could be biased
because the research is conducted in open market place where respondents
answers can be influenced by numerous variables such as mood, feelings and so
on. In our model the value of coefficient of determination (adjusted R-square)
is .389. It suggests that we consider other factors to explain customer
satisfaction of retail chain stores.

15. Dr. S. ROSITA ( 2014 ) in his study CUSTOMERS PERCEPTION &

SATISFACTION IN ORGANIZED RETAIL SECTOR IN
INDIA

ABSTRACT

Retailing, both as a consumer pastime and as an organizational activity, has

changed significantly during recent years. It is one of the world's largest and
most diverse industries. The Indian retail industry is no more nascent today.
There has been a significant change in retail trading over the years, from small
kiranawalas in the vicinity to big super markets; a transition is happening from
the traditional retail sector to organized retailing. The unorganized sector still
holds a dominant position in this industry. The organized segment holds just
about 5% of the current US$ 450 billion retail market, which is expected to
reach about US $ 900 billion by the middle of this decade. In the same phase
there is marked change in the style of shopping as well. Considering the
changing Demographics, Life style, Purchasing Power, More disposable income
it becomes imperative for all the retail players that they have to know the
customers in depth not only to attract but also to make their products taller made
to the requirements of the customer and thereby increase their consumer base.
Present study was conducted to help the retailers in understanding their
customers better and help them in gaining competitive advantage, especially
when foreign companies are eying India as huge potential market in organized
retail sector. Extensive literature was studied to get insight into retail industry in
different world economies to know the trends and behavior of consumer.

Objectives
 1. To study various tangible and intangible factors influencing the customers
attitudes regarding the store choice decisions.
2. To know the factors considered important while purchasing different products
in organized retail out lets.

16. Satnam Kour Ubeja* and D.D. Bedia ( 2012 ) in his study A STUDY
OF CUSTOMER SATISFACTION FROM ORGANIZED
RETAILING (WITH REFERENCE TO INDORE CITY)
Abstract :
OBJECTIVES OF THE STUDY
To examine the combined effect of factors (product, price, place and promotion) on customer
satisfaction with reference to organized retailing. To assess the effects of group of factors on
customer satisfaction with reference to various demographic variables. HYPOTHESIS To know
the effects of forty three factors on customer satisfaction, following null and alternative
hypothesis have been framed:
Null Hypothesis H01: There is no significant difference in mean satisfaction level of customers
due to various factors and different demographic variables. Alternative Hypothesis H 02: There is
significant difference in mean satisfaction level of customers due to various factors and
different demographic variables.

RESEARCH METHODOLOGY
The Study: Period of the study was from Jan 2009 to May 2011. The study comprised of
different shopping malls of Indore city and different customers of various shopping malls have
been taken as a field.
Sample and Design: The design of the present study is descriptive as well as empirical in
nature.
The main purpose of the study is to find the impact of factors on customer satisfaction
regarding organized retailing in Indore city. The sample size was 175 customers. The sample
was comprised of the respondents having age above 20 years and experience of shopping from
shopping malls.

CONCLUSION
The study has successfully achieved results in line with objective of the study. Forty three
statements for overall satisfaction related to product, price, promotion and place and tried to
measure the customer satisfaction in shopping malls. With the help of factor analysis we have
found eleven new factors are Product consciousness, comfort with entertainment seeker, Extra
Service Conscious, Store and Hygiene conscious- A Study of Customer Satisfaction from ... 6
Prestige International Journal of Management and Research, Price consciousness, Billing
Flexibility & Facility, Sales People Consciousness, and Confused
by Over Choice of Store, Employee Consciousness and Taste consciousness.

17. C.P. & Berar College ( 2013 ) in his study CHALLENGES

AFFECTING THE ORGANIZED RETAIL SECTOR
ABSTRACT :

The Indian retail industry has been thrown open to foreign majors and is packed
with players who strive to offer great products and value-for-money to Indian
consumers. The country holds a vast promise for retailers with its burgeoning
spending power and a rising middle class.
The US$ 500 billion Indian retail market, growing at an annual rate of about 20
per cent, is largely dominated by small shops and kirana stores as of now. The
 organized retail segment is in its nascent stage and has a huge potential to
harness in the sub-continent. Foreign giants like Wal-Mart and IKEA have
recently received the Governments nod to enter into the Indian market, after
making all the necessary compliances.
This research paper provides the current status of the retail sector in India and
the detailed information about the challenges faced by the retail sector in India.
The paper includes the opportunities of retail stores, retail format in India and
the recent trends in retail. This paper surveys the managers to understand the
challenges impacting the retail sector. It concludes with providing the detailed
opportunities available for the retail sector.

OBJECTIVE
1. To study the current status of the retail sector in India.
2. To study the retail formats.
3. To study the challenges impacting the retail sector.
4. To study the opportunities available and future of the retail sector.

RESEARCH METHODOLOGY
1. The research was conducted in Pune city.
2. Random sampling method was adopted and 30 managers responded to the survey.

ANALYSIS AND FINDINGS

This research is of a continuous nature. The respondents were surveyed to gather
information about their views regarding the challenges impacting the retail sector.
In this research, the author has attempted to suggest some of the measures to
overcome these challenges.

18. Ravi Pappu ( 2006 ) in his study Does customer satisfaction lead
to improved brand equity? An empirical examination of two
categories of retail brands
Abstract :

Purpose The objective of the present research is to examine the relationship

between consumers satisfaction with a retailer and the equity they associate
with the retail brand.

Design/methodology/approach Retail brand equity is conceptualized as a

four-dimensional construct comprising: retailer awareness, retailer associations,
retailer perceived quality, and retailer loyalty. Then the associative network
memory model is applied from cognitive psychology to the specific context of
the relationships between customer satisfaction and consumer-based retailer
equity. A survey was undertaken using a convenience sample of shopping mall
consumers in an Australian state capital city. The questionnaire used to collect
data included an experimental design such that two categories of retailers were
included in the study: department stores and specialty stores, with three retailers
representing each category. The relationship between consumer-based retailer
 equity and customer satisfaction was examined using multivariate analysis of
variance.

Findings Results indicate that retail brand equity varies with customer
satisfaction. For department stores, each consumer-based retailer equity
dimension varied according to customer satisfaction with the retailer. However,
for specialty stores, only three of the consumer-based retailer equity dimensions,
namely retailer awareness, retailer associations and retailer perceived quality,
varied according to customer satisfaction level with the retailer.

Originality/value The principal contribution of the present research is that it

demonstrates empirically a positive relationship between customer satisfaction
and an intangible asset such as retailer equity.

19. Piyali Ghosh- Et al ( 2009) in his study Customer expectations of

store attributes: A study of organizedretail outlets in India
ABSTRACT The phenomenal growth of retail in India is refl ected in the rapid increase
in number of supermarkets, departmental stores and hypermarkets in the country.
However, this unprecented growth trend has been challenged by the shadow of the current
economic slowdown, which has raised a fear of dip in consumption and slowdown of
growth for Indian organized retailers. At a time when consumer spending is on decline,
success will lie with those retailers that can drive customer loyalty by responding to the
demands of the discerning consumer. This study is an attempt to address issues related to
store attributes and their relevance in the store selection process. Eleven variables (store
attributes) have been identifi ed in this article based on theory and judgment. Factor
analysis has yielded three factors: Convenience & Merchandise Mix, Store Atmospherics
and Services. The factors identifi ed and recommendations made in the article would be
of use to retailers in designing their outlets with store attributes that would meet the
expectations of shoppers and thus motivate them towards store patronage decisions.

20. Madan & Kumari ( 2012) in his study DETERMINANTS OF

RETAIL CUSTOMER SATISFACTION A STUDY OF
ORGANISED RETAIL OUTLETS IN DELHI

PURPOSE
THE study investigates the detailed information about the growth of retailing
industry in India. It examines the growing awareness and brand consciousness
among people across different socio-economic classes in India, and how the
urban and semi-urban retail markets are witnessing significant growth. It
explores the role of the Government of India in the industry.s growth and the
need for further reforms. In India the vast middle class and its almost untapped
retail industry are the key attractive forces for global retail giants wanting to
enter into newer markets, which in turn will help the retail industry in India to
grow faster. The paper includes growth of retail sector in India, strategies,
strength, and opportunities of retail stores, retail format in India, recent trends,
and opportunities and challenges. This paper concludes with the likely impact of
the entry of global players Into the retail industry in India. It also highlights the
challenges faced by the industry in near future.

Design/Methodology/Approach . A questionnaire related to the expectations

and perception of the customers visiting various retail outlets in Delhi? An
analytical detail study of various internet sources and related journal and articles
was done. The Chi . Square Test as a statistical tool has been used.

Findings . The result of the data analysis disclosed that majority of visitors are
from younger generation, so the retail outlets may consider their requirement for
better profitability. Further organized retailers are advised to provide sufficient
parking space so that visitors may feel comfortable to do shopping.

Research Limitations/Implications . As judgmental sampling is used, all the

non-probability errors would be there. Sample size being 150, it is not necessary
that it truly represents the population/ universe. Some people might not have
given accurate responses, which affects the results of the study. Some
respondents have not taken the schedule seriously, and hence, the researcher had
to discard those responses.

Practical Implications . This research can be useful for organized retail outlets.
This research will help the various organized retail outlets for identifying the
need of customers, and improve the image of organized retailers.

Originality/Value . This paper is totally based on the primary data, and findings
are valuable for retail outlets for further decision making.

Key Words: Customer satisfaction, Customer perceptions, Determinants of

customer satisfaction,Retail industry..
 RESEARCH
METHODOLOGY

The present study was undertaken CUSTOMER SATISFACTION TOWARD

VISHAL MEGA MART, SONEPAT. This chapter gives as research design, data
collection method, sampling techniques, fieldwork carried out, limitations inherent in
the project and finally coverage of research work

Research Methodology
Research methodology is the way to systematically solve the research problem Is may
be under stood as a science of studying to how research is done scientifically. In it we
study the various steps that are generally adopted by a researcher in studying his
research problem along with the logic behind them. In research methodology we not
only talk of the research methods but also consider the logic behind the methods we use
in the content of our research study and explain why we are using a particular method
and why we are not using others so that research results are capable of being evaluated
either by the researcher himself or by others. Secondary data are those which have been
collected by someone else and which have already been passed through the statistical
process. There are several ways by which secondary data can be classified
.

Survey Method
The survey is a non-experimental, descriptive research method. Surveys can be useful
when a researcher wants to collect data on phenomena that cannot be directly observed
(such as opinions on library services). Surveys are used extensively in library and
information science to assess attitudes and characteristics of a wide range of subjects,
from the quality of user-system interfaces to library user reading habits. In a survey,
researchers sample a population. Basha and Harter (1980) state that "a population is any
set of persons or objects that possesses at least one common characteristic." Examples
of populations that might be studied are 1) all 1999 graduates of GSLIS at the
University of Texas, or 2) all the users of UT General Libraries. Since populations can
be quite large, researchers directly question only a sample (i.e. a small proportion) of
the population

Types of Surveys
Surveys can be divided into two broad categories: the questionnaire and the interview.
Questionnaires are usually paper-and-pencil instruments that the respondent completes.
Interviews are completed by the interviewer based on the respondent says. Sometimes,
it's hard to tell the difference between a questionnaire and an interview. For instance,
some people think that questionnaires always ask short closed-ended questions while
interviews always ask broad open-ended ones. But you will see questionnaires with
open-ended questions (although they do tend to be shorter than in interviews) and there
will often be a series of closed-ended questions asked in an interview. Survey research
has changed dramatically in the last ten years. We have automated telephone surveys
that use random dialing methods. There are computerized kiosks in public places that
allows people to ask for input. A whole new variation of group interview has evolved as
focus group methodology. Increasingly, survey research is tightly integrated with the
delivery of service. Your hotel room has a survey on the desk. Your waiter presents a
short customer satisfaction survey with your check. You get a call for an interview
several days after your last call to a computer company for technical assistance. You're
asked to complete a short survey when you visit a web site. Here, I'll describe the major
types of questionnaires and interviews, keeping in mind that technology is leading to
rapid evolution of methods. We'll discuss the relative advantages and disadvantages of
these different survey types in Advantages and Disadvantages of Survey Methods

Questionnaires
When most people think of questionnaires, they think of the mail survey. All of us have,
at one time or another, received a questionnaire in the mail. There are many advantages
to mail surveys. They are relatively inexpensive to administer. You can send the exact
same instrument to a wide number of people. They allow the respondent to fill it out at
their own convenience. But there are some disadvantages as well. Response rates from
mail surveys are often very low. And, mail questionnaires are not the best vehicles for
asking for detailed written responses. A second type is the group administered
questionnaire. A sample of respondents is brought together and asked to respond to a
structured sequence of questions. Traditionally, questionnaires were administered in
group settings for convenience. The researcher could give the questionnaire to those
who were present and be fairly sure that there would be a high response rate. If the
respondents were unclear about the meaning of a question they could ask for
clarification. And, there were often organizational settings where it was relatively easy
to assemble the group (in a company or business, for instance). What's the difference
between a group administered questionnaire and a group interview or focus group? In
the group administered questionnaire, each respondent is handed an instrument and
asked to complete it while in the room. Each respondent completes an instrument. In the
group interview or focus group, the interviewer facilitates the session. People work as a
group, listening to each other's comments and answering the questions. Someone takes
notes for the entire group -- people don't complete an interview individually.

Survey Interviews
Interviews are a far more personal form of research than questionnaires. In the personal
interview, the interviewer works directly with the respondent. Unlike with mail surveys,
the interviewer has the opportunity to probe or ask follow-up questions. And, interviews
are generally easier for the respondent, especially if what is sought is opinions or
impressions. Interviews can be very time consuming and they are resource intensive.
The interviewer is considered a part of the measurement instrument and interviewers
have to be well trained in how to respond to any contingency. Almost everyone is
familiar with the telephone interview. Telephone interviews enable a researcher to
gather information rapidly. Most of the major public opinion polls that are reported
were based on telephone interviews. Like personal interviews, they allow for some
personal contact between the interviewer and the respondent. And, they allow the
interviewer to ask follow-up questions. But they also have some major disadvantages.
Many people don't have publicly-listed telephone numbers. Some don't have
telephones. People often don't like the intrusion of a call to their homes. And, telephone
interviews have to be relatively short or people will feel imposed upon.

Constructing the Survey

Constructing a survey instrument is an art in itself There are numerous small decisions
that must be made -- about content, wording, format, placement--that can have
important consequences for your entire study. While there's no one perfect way to
accomplish this job, we do have lots of advice to offer that might increase your chances
of developing a better final product. First of all you'll learn about the two major types of
surveys that exist, the questionnaire and the interview and the different varieties of
each. Then you'll see how to write questions for surveys. There are three areas involved
in writing a question:

determining the question content, scope and purpose

choosing the response format that you use for collecting information from the
respondent

figuring out how to word the question to get at the issue of interest

Finally, once you have your questions written, there is the issue of how best to place
them in your survey. You'll see that although there are many aspects of survey
construction that are just common sense, if you are not careful you can make critical
errors that have dramatic effects on your results.

Details Of Research

Method Used: Survey method

Type Of survey: Interview

Instrument used: Questionnaire

Sample size: 100

Data used: Both Primary & Secondary

Data Collection
Data Collection is an important aspect of any type of research study. Inaccurate data
collection can impact the results of a study and ultimately lead to invalid results. Data
collection methods for impact evaluation vary along a continuum. At the one end of this
continuum are quantatative methods and at the other end of the continuum are
Qualitative methods for data collection .
 Data collection methods
The Quantitative data collection methods, rely on random sampling and structured data
collection instruments that fit diverse experiences into predetermined response
categories. They produce results that are easy to summarize, compare, and generalize.
Quantitative research is concerned with testing hypotheses derived from theory and/or
being able to estimate the size of a phenomenon of interest. Depending on the research
question, participants may be randomly assigned to different treatments. If this is not
feasible, the researcher may collect data on participant and situational characteristics in
order to statistically control for their influence on the dependent, or outcome, variable.
If the intent is to generalize from the research participants to a larger population, the
researcher will employ probability sampling to select participants. Typical quantitative
data gathering strategies include:

Experiments/clinical trials.

Observing and recording well-defined events (e.g., counting the number of

patients waiting in emergency at specified times of the day).

Obtaining relevant data from management information systems.

Primary Data Collection

The considerable and diverse array of primary data methods includes, e.g., true
experiments such as randomized controlled trials (RCTs) and other controlled trials;
other prospective but uncontrolled trials; observational studies such as case-control,
cross-sectional studies, and surveillance studies; and simpler designs such as case series
and single case reports or anecdotes. These methods can be described and categorized
in terms of multiple attributes or dimensions, such as whether they are prospective or
retrospective, interventional or observational, controlled or uncontrolled, and other
attributes noted below. Some of these methods have alternative names, and many
studies employ nearly limitless combinations of these attributes
Primary data used in this project is mainly collected through questionnaire which has
been taken with the help of sample size which has been taken and after that the entire
data has been manipulated

Secondary data
Secondary data originally collected for a different study, used again for a new research
question.

Service District Statistics including basic client counts, attributes,

demographics, social conditions and lots of program information (analogous to

public schools and school teachers, who constitute some of the most accountable

of public servants).

Other Social and Economic Indicators, Consumer Price Index, unemployment

figures, inflation indicators, Income Figures, etc.

Resource Inventories and other needs assessments

Opinion Polls taken by others

Budgets

The secondary data used in this project is :

Through internet

Through books of retail

Company profiles of Vishal Mega Mart, big bazaar and shopper's stop
 Questionnaire

Analysis

Q2. Age

Under 25 61 54%
2535 28 25%
3545 16 14%
45 & Above 10 9%
Results : The Maximum No of Respondents are under the Age of 25 ( 54 Percentage )

Q3. Sex
Male 66 58%

Female 47 42%

Q4. Occupation

Student 51 45%
Self Employed 17 15%
Professional 9 8%
Service 24 21%
Housewife 12 11%
Results : Maximum
Visitors in Vishal
Mega Mart are
Students ( 45
Percentage)

Q
Less than 30,000' per month 26 23%
30,000 60,000' per month 46 41%
60,000 1,00,000' per month 24 21%
More than 1,00,000 per month 16 14%

Part B ( About Store )

Q6. How often do you visit the Store ?

Once in a Week 16 14%

Once in 15 Days 37 33%
Once in a Month 45 40%
Once in 23 Months 15 13%

Results : From the Survey it is Concluded that the Maximum visits of respondents are Once
in a Month

Q7. Which Section of the Store do you like the most ?

H
Jewellery 4 4%
Food Mart 29 26%
Clothing Mart 34 30%
Kids 10 9%
Media Mart 12 11%
Health Mart 11 10%

Results : As per the Responses about 30 Percentage Respondents like the

Clothing Mart

Q9. Main Reason for Coming to the Store ?

Value for Money 16 14%

Discounts 27 24%
Nearby Location 23 20%
Saving of Time 21 19%
Other 26 23%

Results : From this survey it is concluded that Maximum No. of Respondents are coming to
the store because of Discounts

Q10. Distance Covered While Coming to the Store ?

0 5 Km 64 57%
510 Km 33 29%
1015 Km 10 9%
More than 15 Km 6 5%
Results : As per the
Responses about 57
Percentage Respondents
stay 0-5 km from the
store

Q
 10:00 11:59 am 15 13%
12:00 5:59 pm 23 20%
After 6:00 pm 76 67%

Results : As per Responses about 67 Percentage Respondents Preferred to come

in the Store in the evening after 6:00 Pm

Q13. Apart from Vishal Mega Mart Where do you shop for daily items ?

Easy Day Store 37 33%

Local Markets 54 48%
Other 26 23%

Results : As per Responses about 48 Percentage Respondents Preferred Local

Market apart from Vishal

Q14. Which Source made you to buy Products from Vishal Mega Mart ?

Friends/Relatives 72 64%
T.V 5 4%
Local Newspaper 14 12%
Radio 2 2%
Other 20 18%

Results : From the Survey it is Concluded that the maximum number of respondents
know about Vishal through Friends / Relatives
Part C ( Satisfaction Level )

Variety
1 0 0%
2 9 8%
3 27 24%
4 64 57%
5 12 11%

Price
1 1 1%
2 18 16%
3 20 18%
4 49 43%
5 24 21%

Quality
1 2 2%
2 13 12%
3 15 13%
4 50 44%
5 32 28%
 C
 1 4 4%
2 3 3%
3 25 22%
4 62 55%
5 18 16%

Offers
1 3 3%
2 13 12%
3 19 17%
4 52 46%
5 23 20%

Staff Behaviour
1 2 2%
2 12 11%
3 26 23%
4 44 39%
5 26 23%

Customer Handling
1 3 3%
2 13 12%
3 30 27%
4 50 44%
5 16 14%
 Billing
1 5 4%
2 7 6%
3 23 20%
4 55 49%
5 22 19%

Environment
1 1 1%
2 5 4%
3 22 19%
4 64 57%
5 19 17%

Overall Satisfaction Level

1 0 0%
2 8 7%
3 24 21%
4 68 60%
5 12 11%
Results : As per Responses about 60 % Respondents are Overall Satisfied at Point 4 in
Scale
 FINDINGS
1. The Maximum No of Respondents are Under the Age of 25 ( 54 Percentage )
2. Maximum Visitors in Vishal Mega Mart are Students ( 45 Percentage)
3. From the Survey it is Concluded that the Maximum visits of respondents are Once
in a Month
4. As per the Responses about 30 Percentage Respondents like the Clothing Mart
5. From this survey it is concluded thar Maximum No. of Respondents are coming to
the store because of Discounts
6. As per the Responses about 57 Percentage Respondents stay 0-5 km from the store
7. As per Responses about 67 Percentage Respondents Preferred to come in the
Store in the evening after 6:00 Pm
8. As per Responses about 48 Percentage Respondents Preferred Local Market
apart from Vishal
9. From the Survey it is Concluded that the maximum number of respondents know about
Vishal through Friends / Relative
10. As per Responses about 60 % Respondents are Overall Satisfied at Point 4 in Scale
 SUGGESTIONS:
Make frequent advertisements in both print and electronic media because
maximum number of respondents know about Vishal through Friends / Relative

Making stalls in corporate melas like trade fair, maybe beneficial to create brand
image of its product.

Need to provide additional offers and better quality products as per customer
requirements. Need to include varieties of similar item.

Provide more discounts on FMCG. Provide better customer service.

 LIMITATIONS OF THE STUDY:
Sometime respondents are not taking interest in such type of surveys therefore there
is chance that they might be giving wrong information.

The respondents are free from all barriers so he/she can give his/her opinion which
may not be true in many occasions.

The staff of the Vishal only provides/ communicates the merits of its products.
 References
vishalmegamart.net

proquest.com

http://www.delhibusinessreview.org/vn1/vxn1afull.pdf

http://www.springerlink.com/content/q6270518386213w1/

http://www.skylinecollege.com/blog/dissertation/study-of-rural-consumer-behavior-towards-
rural-retail-stores

http://www.allbusiness.com/marketing/market-research/632049-1.html

http://www.emeraldinsight.com/journals.htm?articleid=1736707&show=html&
 Blank
Questionnaire

Questionnaire

A study of Customer Satisfaction at Vishal Mega

Mart
Questionnaire for Comparative Study of Vishal Mega Mart & its Competitors Research Project
DCRUST, Murthal ( Academic Year 201415 )
* Required

Part A ( Personal Information )

1. Q1. Name *

2. Q2. Age
Check all that apply.

Under 25
2535
3545
45 & Above

3. Q3. Sex *
Check all that apply.

Male
Female

4. Q4. Occupation *
Mark only one oval.

Student
Self Employed
Professional
Service
Housewife
Q5. Total Household Income ( in Rupees ) ? *
Check all that apply.

Less than 30,000' per month 30,000 60,000' per

month 60,000 1,00,000' per month More than

1,00,000 per month

Part B ( About Store )

6. Q6. How often do you visit the Store ? *

Mark only one oval.

Once in a Week
Once in 15 Days

Once in a Month
Once in 23 Months

7. Q7. Which Section of the Store do you like the Most ? *

Mark only one oval.

Household
Jewellery
Food Mart
Clothing Mart
Kids
Media Mart
Health Mart

8. Q9. Main Reason for Coming to the Store ? *

Mark only one oval.

Value for Money

Discounts
Nearby Location
Saving of Time
Other
 9. Q10. Distance Covered While Coming to the Store ? *
Check all that apply.

0 5 Km
510 Km
1015 Km
More than 15 Km

10. Q12. Preferred Timmings to Coming ? *

Check all that apply.

10:00 11:59 am
12:00 5:59 pm
After 6:00 pm

11. Q13. Apart from Vishal Mega Mart Where do you shop for daily items ? *
Check all that apply.

Easy Day Store

Local Markets
Other

12. Q14. Which Source made you to buy Products from Vishal Mega Mart ? *
Check all that apply.

Friends/Relatives
T.V
Local Newspaper
Radio
Other

Part C ( Satisfaction Level )

13. Variety
Mark only one oval.

1 2 3 4 5

Not at all Satisfied Highly Satisfied

 14. Price
Mark only one oval.

1 2 3 4 5

Not at all Satisfied Highly Satisfied

15. Quality
Mark only one oval.

1 2 3 4 5

Not at all Satisfied Highly Satisfied

16. Cleanliness
Mark only one oval.

1 2 3 4 5

Not at all Satisfied Highly Satisfied

17. Offers
Mark only one oval.

1 2 3 4 5

Not at all Satisfied Highly Satisfied

18. Staff Behaviour

Mark only one oval.

1 2 3 4 5

Not at all Satisfied Highly Satisfied

19. Customer Handling

Information about store products
Mark only one oval.

1 2 3 4 5

Not at all Satisfied Highly Satisfied

20. Billing
Ease of Billing Payment
Mark only one oval.

1 2 3 4 5

Not at all Satisfied Highly Satisfied

21. Environment
Mark only one oval.

1 2 3 4 5

Not at all Satisfied Highly Satisfied

22. Over all Satisfaction Level

Mark only one oval.

1 2 3 4 5

Not at all Satisfied Highly Satisfied

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