A Study On Customer Satisfaction Towards Super Market

CONTENT
S.NO TITLE PAGE NO.
I INTRODUCTION
II PROFILE OF SRI VENKATESWARA
SUPERMARKET
III REVIEW OF LITERATURE
IV RESEARCH METHODOLOGY
V ANALYSIS OF DATA AND INTERPRETATION
VI FINDINGS, SUGGESTIONS AND CONCLUSION
BIBLIOGRAPHY
APPENDIX
LIST OF TABLE
NO. OF TITLE PAGE NO.
TABLE
5.1 Age of the customers
5.2 Gender of the Customers
5.3 Occupation of the Customers
5.4 education level of customers
5.5 Salary level of customers
5.6 satisfaction level of the Customers towards Price of the
Goods
5.7 satisfaction level of the Customers towards Range of Brands
5.8 satisfaction level of the Customers towards Brand Name
5.9 satisfaction level of the Customers towards Quality
5.10 satisfaction level of the Customers towards Exchange
5.11 satisfaction level of the Customers towards Lighting

5.13 satisfaction level of the Customers towards Availability of

Trolley
5.14 satisfaction level of the Customers towards Parking Facility
5.15 satisfaction level of the Customers towards Maintenance &

Cleaning
5.16 satisfaction level of the Customers towards Spacing inside
shop
5.17 satisfaction level of the Customers towards Credit Facility
5.18 satisfaction level of the Customers towards Courtesy of staff
5.19 satisfaction level of the Customers towards Efficiency of staff

5.20 satisfaction level of the Customers towards Home delivery
5.21 satisfaction level of the Customers towards Number of
Counters
5.22 satisfaction level of the Customers towards Grievances
handling
5.23 satisfaction level of the Customers towards Packing
5.24 The level of customers Suggests Sri Venkateswara
supermarket to their Neighbors, Friends/colleagues, and
others.
5.25 Ratings for marketing strategy adopted by Sri
Venkateswara Supermarket.
5.26 How often Customer visits for purchase.
LIST OF FIGURE
NO. OF TITLE PAGE NO.
FIGURE
5.1 Age of the customers
5.2 Gender of the Customers
5.3 Occupation of the Customers
5.4 education level of customers
5.5 Salary level of customers
5.6 satisfaction level of the Customers towards Price of the
Goods
5.7 satisfaction level of the Customers towards Range of Brands
5.8 satisfaction level of the Customers towards Brand Name
5.9 satisfaction level of the Customers towards Quality
5.10 satisfaction level of the Customers towards Exchange

5.13 satisfaction level of the Customers towards Availability of

Trolley
5.14 satisfaction level of the Customers towards Parking Facility
5.15 satisfaction level of the Customers towards Maintenance &

Cleaning
5.16 satisfaction level of the Customers towards Spacing inside
shop
5.17 satisfaction level of the Customers towards Credit Facility
5.18 satisfaction level of the Customers towards Courtesy of staff
5.19 satisfaction level of the Customers towards Efficiency of

staff
5.20 satisfaction level of the Customers towards Home delivery

5.21 satisfaction level of the Customers towards Number of
Counters
5.22 satisfaction level of the Customers towards Grievances
handling
5.23 satisfaction level of the Customers towards Packing
5.24 The level of customers Suggests Sri Venkateswara
supermarket to their Neighbors, Friends/colleagues, and
others.
5.25 Ratings for marketing strategy adopted by Sri
Venkateswara Supermarket.
5.26 How often Customer visits for purchase.
INTRODUCTION
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.
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.
1.2METHODS 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.

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
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.
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.
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 Sri Venkateswara Supermarket.
o To determine how consumers suggest Sri Venkateswara Supermarket to their Neighbors,

Friends/colleagues, and others.
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.
1.6 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 Sri Venkateswara supermarket, Gudiyatham branch only.
COMPANY
PROFILE
2.1 COMPANY PROFILE
Sri venkateswara supermarket was the first private Super Market started in the year 2010 at
Gudiyatham our Chairman and founder Sri.Nithya Kumar with a Small investment of Rs.5 lakhs
Though the Super market was located in a small street. It attracted the people from all over the
Vellore district, by our Chairman Sri.Nithya Kumar innovate Business strategies like-very low
margin, High Quality Products, Free door Delivery, Phone Orders accepting returns for Marriage
& bulk orders Etc. In the first year 1st self sri venkateswara achieved the turnover of Rs.1 crore
per annum. In the year 2012 Sri Venkateswara achieved the turnover of Rs. 2.5 crore per annum.
Because of the Patronage and overwhelming response for the sri venkateswara by the
Gudiyatham people we were able to start our main branch at Junction with an area of 6000 sq.ft.
On 3rd march 2012. Our Managing Director Nithya Kumar took charge of me managing and
introduced self-service, computerized Billing and Inventory, Credit Card Purchase and added
must than 50000 ranges of products. In those years even metro cities did not have such a big
Super Market. sri venkateswara has become a very popular among Gudiyatham people like,
Vellore fort and ambur biryani in Vellore city due to the proximity of bus stand and Railway
station sri venkateswara had customer from all over the Tamilnadu.
2.2 Company policy
Operate at a very low margin thereby benefit our customer to save more money.
To sell high quality products and give maximum value for the customers money.
To give very good services to our customers.
2.3 Our motto
“Always our customers are our masters”
2.4 Future plans

To service the people living in ambur, etc. Sri Venkateswara supermarket will start its 3nd
Branch at Vellore in 2018-2019.To establish a chain of Super Market in Tamil Nadu.
2.5 Service
Sri Venkateswara Super Market is the first of this kind in Trichy. This is committed to its
purpose. The Company has got various Schemes and Plans for its Customers who are their
masters. It also helps the customers to their advantage. It attracts the customers with various
schemes and services.
The Following are a few to refer
Free door delivery

Marriage & special occasions order bookings.
Seasonal Schemes – New Year, Pongal, Diwali and etc.
Products Available in Stock

Category Product Name
Bathing soap Mysore Sandal
Bathing soap luxsandalsmall
Bathing soap Mysore Sandal
Bathing soap Cinthol
Bathing soap Hamam
Biscuits fifty-fifty
Biscuits Good Day
Chocolate Kit Kat
Chocolate 5Star
Chocolate perk
Chocolate munch
Chocolate milky bar
Chocolate Dairy Milk
Coconut Oil vvd
Coconut Oil parasuite
Cosmetics Livon silky lotion
Cosmetics Sunscreen lotion
Cosmetics Livon silky lotion
Cosmetics Eva Perfume
Face Talk Gokul Sandal
flour PhilsburyChukkyFresh
flour Atta
flour atta1kg
Jam Kishan
Note Anil
Note DSM
Plastics Bucket
Plastics Mug
Powder Ponds
Powder Gokul Sandal
powder pepper powder
Powder Tara Talk
rava Ordinary
rava MJRw
Rice I.R.20
Shampoo vivel
Snacks Potato Chips
Snacks Lays
Snacks Kurkure
Soap Margo
spicy Items cinnaMon
sugar sugar free
Tooth Paste Pepsodent
Tooth Paste Close Up
Tooth Paste Colgate
washing powder RinSupreme
washing soap Oorvasi
Washing soap Rin Supreme
REVIEW OF
LITERATURE
3. 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, and 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' behavior’s 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) behaviors of individual retail employees on individual customers'
perceptions of service encounter quality (SEQ), service quality (SQ), value, satisfaction, and
behavioral 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
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
Abod
Author(s): Abod Ali Khatibi, Hishamuddin Ismail and Venu Thyagarajan Ali Khatibi,
Faculty of Management, Multimedia University, 63100, Cyberjaya, Malaysia, 15 February 2002
Abstract: In today's globalized and borderless market, quality and productivity are essential for
the survival and growth of any organization. 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 organizations 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 center, 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.
RESEARCH
METHODOLOGY
4.1 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 Sri Venkateswara supermarket,
Gudiyatham 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.
PERIOD OF STUDY:
Jan 2018 – Feb 2018, 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.
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
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

DATA ANALYSIS AND INTERPRETATION
AGE OF THE CUSTOMERS.
5.1 Table showing Age of the customers.
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
5.1 Chart Showing Age of the Customers
percentage
40
35
30
25
20
percentage
15
10
5
0
below 25 25-35 36-45 46-55 56- above
Inference:
36.2% of the respondents are aged between 36-45, 8% of the respondents are below 25
GENDER OF THE CUSTOMER
5.2 Table showing Gender of the Customers
GENDER
NO OF
RESPONDENTS PERCENTAGE
MEN 43 41
WOMEN 63 59
TOTAL 106 100
5.2 Chart showing Gender of the Customers
no of respondents
20
18
16
14
12
10
no of respondents
8
6
4
2
0
Government Private
Inference:
59% of the respondents are Female, 41% of the respondents are Male.
OCCUPATION OF THE CUSTOMERS
5.3 Table showing Occupation of the Customers
NO OF
OCCUPATION RESPONDENTS PERCENTAGE
GOVERNMENT 18 17
PRIVATE 9 9
BUSINESS 12 12
STUDENT 24 23
HOUSEWIFE 42 40
TOTAL 106 100
5.3 Chart showing Occupation of the Customers
no of respondents
45
40
35
30
25
20
15 no of respondents
10
5
0
Inference:
39.6% of the respondents are Housewife’s, 17% of respondents are Government employee
EDUCATION LEVEL OF CUSTOMERS
5.4 Table showing education level of customers
NO OF
ATTRIBUTE RESPONDENTS PERCENTAGE
SCHOOLING/
DIPLOMA 14 13
UG 27 25
PG 65 62
TOTAL 106 100
5.4 Chart showing education level of customers
Respondant
70
60
50
40
30 Respondant
20
10
0
Schooling/ Diploma ug pg
Inference:
65 respondents have completed PG. 14 respondents completed schooling/ diploma.

Salary level of customers
5.5 Table showing Salary level of customers
NO OF
BELOW 2LKHS 12 11
2-4LKHS 22 21
4-6LKHS 14 13
ABOVE 6LKHS 58 55
TOTAL 106 100
5.5 Chart showing Salary level of customers
Respondant
120
100
80
salary level
60
40 Respondant
20
0
below 2-4lkhs 4-6lkhs above total
2lkhs 6lkhs
respondants
Inference:
58 respondents are earning income above 6 lakhs per year. 12 respondents earning below 2 lakhs per year.
SATISFACTION LEVEL OF THE CUSTOMERS TOWARDS PRODUCTS
5.6 Table showing satisfaction level of the Customers towards Price of the Goods
NO OF
HIGHLY SATISFIED 45 42.4
SATISFIED 38 35.8
NEUTRAL 20 18.8
DIS SATISFIED 2 1.8
HIGHLY DIS
SATISFIED 1 0.9
TOTAL 106 100
5.6 Chart showing satisfaction level of the Customers towards Price of the Goods
50
45
40
35
30
25
20 Respondents
15
10
5
0
Highly Satisfied Neutral Dis Satisfied Highly
satisfied diasatisfied
Inference
42.4% of Respondents have told that the price of the goods are satisfied
5.7 Table showing satisfaction level of the Customers towards Range of Brands
NO OF
SATISFIED 33 31.132
NEUTRAL 15 14.15
DIS SATISFIED 0 0
HIGHLY DIS
SATISFIED 0 0
TOTAL 106 100
5.7 Chart showing satisfaction level of the Customers towards Range of Brands
50
45
40
35
30
25
20 Respondents
15
10
5
0
Inference
54.7% of Respondents have told that the Range of Goods is satisfied

5.8 Table showing satisfaction level of the Customers towards Brand Name
NO OF
SATISFIED 20 18.86792453
NEUTRAL 3 2.830188679
DIS SATISFIED 2 1.886792453
HIGHLY DIS
SATISFIED 1 0.943396226
TOTAL 106 100
5.8 Chart showing satisfaction level of the Customers towards Brand Name
90
80
70
60
50
40 Respondents
30
20
10
0
Inference
75.4% of Respondents have told that the Brand Name is satisfied

5.9 Table showing satisfaction level of the Customers towards Quality
NO OF
SATISFIED 36 33.96226415
NEUTRAL 22 20.75471698
DIS SATISFIED 0 0
HIGHLY DIS
SATISFIED 2 1.886792453
TOTAL 106 100
5.9 Chart showing satisfaction level of the Customers towards Quality
70
60
50
40
30 Respondents
20
10
0
Inference
43.3% of Respondents have told that the Quality is satisfied

5.10 Table showing satisfaction level of the Customers towards Arrangement
NO OF
SATISFIED 31 29.24528302
NEUTRAL 22 20.75471698
HIGHLY DIS
SATISFIED 12 11.32075472
TOTAL 106 100
5.10 Chart showing satisfaction level of the Customers towards Arrangement
90
80
70
60
50
40 Respondents
30
20
10
0
Inference
21% of Respondents have told that the Arrangement is satisfied

5.11 Table showing satisfaction level of the Customers towards Exchange
NO OF
SATISFIED 32 30.18867925
NEUTRAL 9 8.490566038
HIGHLY DIS
SATISFIED 0 0
TOTAL 106 100
5.11 Chart showing satisfaction level of the Customers towards Exchange
60
50
40
30
Respondents
20
10
0
Inference
51.8% of Respondents have told that the Exchange is satisfied

5.12 Table showing satisfaction level of the Customers towards Lighting
NO OF
SATISFIED 32 30.18867925
NEUTRAL 9 8.490566038
HIGHLY DIS
SATISFIED 0 0
TOTAL 106 100
5.12 Chart showing satisfaction level of the Customers towards Lighting
50
45
40
35
30
25
20 Respondents
15
10
5
0
Inference
51.8% of Respondents have told that the Lighting is satisfied

5.13 Table showing satisfaction level of the Customers towards Availability of Trolley
NO OF
SATISFIED 36 33.96226415
NEUTRAL 22 20.75471698
DIS SATISFIED 0 0
HIGHLY DIS
SATISFIED 2 1.886792453
TOTAL 106 100
5.13 Chart showing satisfaction level of the Customers towards Availability of Trolley
50
45
40
35
30
25
20 Respondents
15
10
5
0
Inference
43.4% of Respondents have told that the Facility of Trolley is satisfied

5.14 Table showing satisfaction level of the Customers towards Parking Facility
NO OF
SATISFIED 33 31.13207547
NEUTRAL 15 14.1509434
DIS SATISFIED 0 0
HIGHLY DIS
SATISFIED 0 0
TOTAL 106 100
5.14 Chart showing satisfaction level of the Customers towards Parking Facility
90
80
70
60
50
40 Respondents
30
20
10
0
Inference
54.7% of Respondents have told that the Parking Facility is satisfied

5.15 Table showing satisfaction level of the Customers towards Maintenance & Cleaning
NO OF
SATISFIED 55 51.88679245
NEUTRAL 10 9.433962264
DIS SATISFIED 0 0
HIGHLY DIS
SATISFIED 9 8.490566038
TOTAL 106 100
5.15 Chart showing satisfaction level of the Customers towards Maintenance & Cleaning
70
60
50
40
30 Respondents
20
10
0
Inference
30% of Respondents have told that the Maintenance and Cleaning is satisfied
5.16 Table showing satisfaction level of the Customers towards Spacing inside shop
NO OF
SATISFIED 16 15.09433962
NEUTRAL 55 51.88679245
DIS SATISFIED 0 0
HIGHLY DIS
SATISFIED 2 1.886792453
TOTAL 106 100
5.16 Chart showing satisfaction level of the Customers towards Spacing inside shop
90
80
70
60
50
40 Respondents
30
20
10
0
Inference
33% of Respondents have told that the Spacing inside shop is satisfied
5.17 Table showing satisfaction level of the Customers towards Credit Facility
NO OF
HIGHLY SATISFIED 0 0
SATISFIED 0 0
NEUTRAL 7 6.603773585
HIGHLY DIS
SATISFIED 38 35.8490566
TOTAL 106 100
5.17 Chart showing satisfaction level of the Customers towards Credit Facility
60
50
40
30
Respondents
20
10
0
Inference
75.4% of Respondents have told that the Brand Name is satisfied

5.18 Table showing satisfaction level of the Customers towards Courtesy of staff
NO OF
SATISFIED 38 35.8490566
NEUTRAL 20 18.86792453
HIGHLY DIS SATISFIED 1 0.943396226
TOTAL 106 100
5.18 Chart showing satisfaction level of the Customers towards Courtesy of staff
50
45
40
35
30
25
20 Respondents
15
10
5
0
Inference
42% of Respondents have told that the Courtesy of staff is satisfied

5.19 Table showing satisfaction level of the Customers towards Efficiency of staff
NO OF
SATISFIED 25 23.58490566
NEUTRAL 15 14.1509434
HIGHLY DIS
SATISFIED 8 7.547169811
TOTAL 106 100
5.19 Chart showing satisfaction level of the Customers towards Efficiency of staff
50
45
40
35
30
25
20 Respondents
15
10
5
0
Inference
43% of Respondents have told that the Efficiency of staff is satisfied

5.20 Table showing satisfaction level of the Customers towards Home delivery
NO OF
SATISFIED 21 19.81132075
NEUTRAL 2 1.886792453
DIS SATISFIED 0 0
HIGHLY DIS
SATISFIED 0 0
TOTAL 106 100
5.20 Chart showing satisfaction level of the Customers towards Home delivery
90
80
70
60
50
40 Respondents
30
20
10
0
Inference
78.3% of Respondents have told that the Home delivery is satisfied

5.21 Table showing satisfaction level of the Customers towards Number of Counters
NO OF
SATISFIED 28 26.41509434
NEUTRAL 13 12.26415094
HIGHLY DIS
SATISFIED 0 0
TOTAL 106 100
5.21 Chart showing satisfaction level of the Customers towards Number of Counters
70
60
50
40
30 Respondents
20
10
0
Inference
59.4% of Respondents have told that the Number of Counters is satisfied

5.22 Table showing satisfaction level of the Customers towards Grievances handling
NO OF
SATISFIED 20 18.86792453
NEUTRAL 5 4.716981132
DIS SATISFIED 0 0
HIGHLY DIS
SATISFIED 1 0.943396226
TOTAL 106 100
5.22 Chart showing satisfaction level of the Customers towards Grievances handling
90
80
70
60
50
40 Respondents
30
20
10
0
Inference
75.4% of Respondents have told that the Grievances Handling is satisfied

5.23 Table showing satisfaction level of the Customers towards Packing
NO OF
SATISFIED 26 24.52830189
NEUTRAL 8 7.547169811
HIGHLY DIS
SATISFIED 9 8.490566038
TOTAL 106 100
5.23 Chart showing satisfaction level of the Customers towards Packing
60
50
40
30
Respondents
20
10
0
Inference
50.9% of Respondents have told that the Packing is satisfied.

THE LEVEL OF CUSTOMERS SUGGESTS SRI VENKATESWARAES TO THEIR
NEIGHBORS, FRIENDS/COLLEAGUES, AND OTHERS.
5.24 Table showing the level of customers Suggests Sri Venkateswara supermarket to their
Neighbors, Friends/colleagues, and others.
NO OF
EXCELLENT 63 59.43396226
GOOD 28 26.41509434
BETTER 12 11.32075472
POOR 2 1.886792453
WORST 1 0.943396226
TOTAL 106 100
5.24 Chart showing the level of customers Suggests Sri venkateswaraes to their Neighbors,
Respondants
70
60
50
40
30 Respondants
20
10
0
Excellent Good Better Poor Worst
Inference:
63% of respondents are representing Sri Venkateswara supermarket, Gudiyatham Excellent. And only
9% of the people respondent worst.
RATINGS FOR MARKETING STRATEGY ADOPTED BY SRI VENKATESWARAS
SUPERMARKET.
5.25 Table showing Ratings for marketing strategy adopted by Sri Venkateswara Supermarket.
NO OF
1 3 2.830188679
2 4 3.773584906
3 9 8.490566038
4 24 22.64150943
5 66 62.26415094
TOTAL 106 100
5.25 Chart showing Ratings for marketing strategy adopted by Sri Venkateswara Supermarket.
Rate the marketing strategy adopted by

Nilgiris Supermarket.
70
60
50
Respondants
40
30 66
Respondants
20
10 24
3 4 9
0
1 2 3 4 5
Rating Stars
Inference:
66 respondents have given 5 point rating for the marketing strategy adopted by them.
HOW OFTEN CUSTOMER VISITS FOR PURCHASE.
5.26 Table showing how often Customer visits for purchase.
NO OF
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
5.26 Chart showing how often Customer visits for purchase.
Respondant
35
30
25
20
15 Respondant
10
5
0
Daily Twice a Weekly Fortnightly Monthly
Week
Inference:
Only 12 respondents are purchasing on Daily Basis. 30 respondents are purchasing Monthly basis.
VI FINDINGS,
SUGGESTION AND
CONCLUSION
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 Sri venkateswara 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 Sri Venkateswara 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.
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 Sri Venkateswara supermarket, Gudiyatham 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.
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 Sri Venkateswara supermarket, Gudiyatham because
of its service quality. Most of the respondents are satisfied with the Sri Venkateswara
supermarket, Gudiyatham 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 Sri
Venkateswara supermarket. Discounts are the attractive offers for many customers and so the
company should work on it to offer more discounts.
ANNEXURE
A STUDY ON CUSTOMER SATISFACTION TOWARDS SRI
VENKATESWARA SUPER MARKET IN GUDIYATHAM
NAME:
1. Age :
a) BELOW 25 c) 36-45years
b) 25-35 years d) 46-55years
e) 56- ABOVE
2. Sex : Male / Female
3. Occupational status
a) Government b) Private c) Business Employed
d) Student e) House wife
4. Educational qualification
a) School level b) UG
c) PG
5. Annual income of the family
A) Below 2lakhs c) 4lakhs to 6lakhs
b) 2lakhs to 4lakhs d) Above 6lakhs
6. Satisfaction Level of the Customers towards Products
a) Highly satisfied c) Neutral
b) Satisfied d) Dissatisfied e) Highly Dissatisfied
7. Satisfaction level of the Customers towards Range of Brands
A) Highly satisfied b) Satisfied c) Neutral d) Dissatisfied e) Highly

Dissatisfied
8. Satisfaction level of the Customers towards Brand Name
a) Highly satisfied b) Satisfied c) Neutral d) Dissatisfied e) Highly

Dissatisfied
9. Satisfaction level of the Customers towards Quality
A) Highly satisfied b) Satisfied c) Neutral

d) Dissatisfied e) Highly Dissatisfied
10. Satisfaction level of the Customers towards Arrangement
A) Highly satisfied b) Satisfied c) Neutral

d) Dissatisfied e) Highly Dissatisfied
11. Satisfaction level of the Customers towards Exchange
A) Highly satisfied b) Satisfied c) Neutral d)

Dissatisfied e) Highly Dissatisfied
12. Satisfaction level of the Customers towards Lighting

13. Satisfaction level of the Customers towards Availability of Trolley

14. Satisfaction level of the Customers towards Parking Facility

15. Satisfaction level of the Customers towards Maintenance & Cleaning

16. Satisfaction level of the Customers towards Spacing inside shop

17. Satisfaction level of the Customers towards Credit Facility

18. Satisfaction level of the Customers towards Courtesy of staff

19. Satisfaction level of the Customers towards Efficiency of staff

20. Satisfaction level of the Customers towards Home delivery

21. Satisfaction level of the Customers towards Number of Counters

22. Satisfaction level of the Customers towards Grievances handling

23. Satisfaction level of the Customers towards Packing

24. The level of customers Suggests Sri Venkateswara supermarket to their Neighbors,
A) Excellent b) Good c) Better
d) Poor e) Worst
25. How often Customer visits for purchase.
A) Daily b) Twice a Week c) Weekly
d) Fortnightly e) Monthly

A Study On Customer Satisfaction Towards Super Market

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CONTENT

S.NO TITLE PAGE NO.

II PROFILE OF SRI VENKATESWARA

III REVIEW OF LITERATURE

V ANALYSIS OF DATA AND INTERPRETATION

VI FINDINGS, SUGGESTIONS AND CONCLUSION

5.7 satisfaction level of the Customers towards Range of Brands

5.8 satisfaction level of the Customers towards Brand Name

5.9 satisfaction level of the Customers towards Quality

5.10 satisfaction level of the Customers towards Exchange

5.11 satisfaction level of the Customers towards Lighting

5.13 satisfaction level of the Customers towards Availability of

5.15 satisfaction level of the Customers towards Maintenance &

5.18 satisfaction level of the Customers towards Courtesy of staff

5.19 satisfaction level of the Customers towards Efficiency of staff

5.7 satisfaction level of the Customers towards Range of Brands

5.8 satisfaction level of the Customers towards Brand Name

5.9 satisfaction level of the Customers towards Quality

5.10 satisfaction level of the Customers towards Exchange

5.11 satisfaction level of the Customers towards Lighting

5.13 satisfaction level of the Customers towards Availability of

5.15 satisfaction level of the Customers towards Maintenance &

5.18 satisfaction level of the Customers towards Courtesy of staff

5.19 satisfaction level of the Customers towards Efficiency of

5.20 satisfaction level of the Customers towards Home delivery

Customer satisfaction is a part of customer’s experience that exposes a supplier’s

1.2METHODS TO MEASURE CUSTOMER SATISFACTION

Managing customers’ satisfaction efficiently is one the biggest challenge an organization

Getting customer feedback through face to face conversation or meeting.

Feedback through complaint or appreciation letter.

Direct customer feedback through surveys and questionnaires.

Customer Loyalty: It is necessarily required for an organization to interact and communicate

1.3 NEED FOR THE STUDY

o Customer satisfaction can be interpreted as a response of the interaction between the

o To facilitate them to take best decisions.

1.4 OBJECTIVES OF THE STUDY

o To identify the level of customer satisfaction.

o To determine the customer buying behavior.

o To determine how consumers suggest Sri Venkateswara Supermarket to their Neighbors,

Customer satisfaction can be interpreted as a response of the interaction between the

Customer expectations defers from person to person. The supermarket assigned to a

o The study was purely based on drive-in customers only.

2.2 Company policy

2.3 Our motto

“Always our customers are our masters”

2.4 Future plans

The Following are a few to refer

Free door delivery

Products Available in Stock

Title: The relationship between employee satisfaction and customer satisfaction

Title: Effects of retail employees' behavior’s on customers' service evaluation

Title: Customer satisfaction and profitability: A reappraisal of the nature of the

According to CLIFFORD WOODY research comprises defining and redefining problems,

AIM OF THE RESEARCH:

RESEARCH DESIGN CONSISTS OF:

The means of obtaining information.

The nature of the problem to be studied and

The availability of time and money for the research work.

The study was conducted in the.

DATA COLLECTION TECHNIQUES:

1. Collection of data through questionnaires:

Percentage= (no of respondents/ total number of respondents)* 100

AGE OF THE CUSTOMERS.