CHAPTER - I

CHAPTER - I INTRODUCTION

1.1 INTRODUCTION OF THE STUDY

It is a measurement or indicator of the degree to which customers or users of an organizations products or services are pleased with those products or services.

Customer satisfaction to a company can be defined as:

The company's ability to fulfill the business, emotional, and psychological needs

of its customers;

Quality of service delivery expected by the customers. An internal drive to satisfy an unsatisfied need of customer. Providing good service in a pleasant manner and meeting the customer's

expectations;

The measure of the degree to which a product or service meets the customer's

expectations;

Comparison of expectations versus actual experience.

Why and how to measure Customer Satisfaction? Most companies say that they believe in great customer service, but few set up a system to ensure that they provide it. To deliver excellent customer service takes both understanding what your customers want and the way to see that they receive it. Delighted Customers Are Profitable: It is widely accepted that it is almost five times more profitable to sell to an existing customer than to find a new customer. More important, the difference between satisfied customers and very satisfied customers can make a big difference in customer repeat business and the profits.

Measuring client satisfaction is very important and distinguishing between degrees of satisfaction by using customer surveys is crucial. Measuring Customer Satisfaction There are several ways to gather input from customers. The simplest way to find out how customers feel and what they want is to ask them. If you have only 20 customers, you can talk to each one personally. The advantage of this approach is that you'll get a personal "feel" for each customer. The disadvantage is that you'll gather different information from each customer depending on how the conversation goes. Customer surveys with standardized survey question insure that you will collect the same information from everyone. Remember that few of your customers will be interested in "filling out a questionnaire". It's work for them without much reward. By launching a customer survey as an attempt to find out "how we can serve you better" -- your customers will feel less put upon. Here are a few of the possible dimensions that one could measure:

Quality of product Pricing Offers and discounts Staffs behavior Complaints or problems Billing experience Securitys behavior Stores ambience & cleanliness Overall experience in store

1.2 INDUSTRY PROFILE 1.2.1 RETAIL INDUSTRY

The Indian retail industry is the fifth largest in the world. Comprising of organized and unorganized sectors, India retail industry is one of the fastest growing industries in India, especially over the last few years. Though initially, the retail industry in India was mostly unorganized, however with the change of tastes and preferences of the consumers, the industry is getting more popular these days and getting organized as well. With growing market demand, the industry is expected to grow at a pace of 25-30% annually. The India retail industry is expected to grow from 35,000 crore in 2004-05 to 109,000 crore by the year 2010. In the Indian retailing industry, food is the most dominating sector and is growing at a rate of 9%annually. The branded food industry is trying to enter the India retail industry and convert Indian consumers to branded food. Since at present 60% of the Indian grocery basket consists of non- branded items.

1.2.2 Growth of Indian Retail

It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200 billion. India retail industry is one of the fastest growing industries with revenue expected in 2007 to amount US$ 320 billion and is increasing at a rate of 5% yearly. A further increase of 7-8% is expected in the industry of retail in India by growth in consumerism in urban areas, rising incomes, and a steep rise in rural consumption. It has further been predicted that the retailing industry in India will amount to US$ 21.5 billion by 2010 from the current size of US$ 7.5 billion. According to the 8th Annual Global Retail Development Index (GRDI) of AT Kearney, India retail industry is the most promising emerging market for investment. In 2007, the retail trade in India had a share of 8-10% in the GDP (Gross Domestic Product) of the country. In 2009, it rose to 12%. It is also expected to reach 22% by 2010.

According to a report by Northbride Capita, the India retail industry is expected to grow to US$ 700 billion by 2010. By the same time, the organized sector will be 20% of the total market share. It can be mentioned here that, the share of organized sector in 2007 was 7.5% of the total retail market.

1.2.3 Major Retailers in India

1.2.3.1 Pantaloon:

Pantaloon is one of the biggest retailers in India with more than 450 stores across the country. Headquartered in Mumbai, it has more than 5 million sq. ft retail space located across the country. It's growing at an enviable pace and is expected to reach 30 million sq. ft by the year 2010. In 2001, Pantaloon launched country's first hypermarket Big Bazaar. It has the following retail segments:

Food & Grocery: Big Bazaar, Food Bazaar Home Solutions: Hometown, Furniture Bazaar, Collection-i Consumer Electronics: e-zone Shoes: Shoe Factory Books, Music & Gifts: Depot Health & Beauty Care: Star, Sitara E-tailing: Futurebazaar.com Entertainment: Bowling Co.

1.2.3.2 Tata Group

Tata group is another major player in Indian retail industry with its subsidiary Trent, which operates Westside and Star India Bazaar. Established in 1998, it also acquired the largest book and music retailer in India Landmark in 2005. Trent owns over 4 lakh sq. ft retail space across the country.

1.2.3.3 RPG Group

RPG Group is one of the earlier entrants in the Indian retail market, when it came into food & grocery retailing in 1996 with its retail Foodworld stores. Later it also opened the pharmacy and beauty care outlets Health & Glow.

1.2.3.4 Reliance

Reliance is one of the biggest players in Indian retail industry. More than 300 Reliance Fresh stores and Reliance Mart are quite popular in the Indian retail market. It's expecting its sales to reach ` 90,000 crores by 2010.

1.2.3.5 AV Birla Group

AV Birla Group has a strong presence in Indian apparel retailing. The brands like Louis Phillipe, Allen Solly, Van Heusen, Peter England are quite popular. It's also investing in other segments of retail. It will invest ` 8000-9000 crores by 2010.

1.2.4 Retail formats in India

Hyper marts /supermarkets: large self-servicing outlets offering products from a variety of categories.

Mom-and-pop stores: they are family owned business catering to small sections; they

are individually handled retail outlets and have a personal touch.

Departmental stores: are general retail merchandisers offering quality products and

services.

Convenience stores: are located in residential areas with slightly higher prices goods

due to the convenience offered.

Shopping malls: the biggest form of retail in India, malls offers customers a mix of all

types of products and services including entertainment and food under a single roof.

E-trailers: are retailers providing online buying and selling of products and services. Discount stores: these are factory outlets that give discount on the MRP. Vending: it is a relatively new entry, in the retail sector. Here beverages, snacks and

other small items can be bought via vending machine.

Category killers: small specialty stores that offer a variety of categories. They are

known as category killers as they focus on specific categories, such as electronics and sporting goods. This is also known as Multi Brand Outlets or MBO's.

Specialty stores: are retail chains dealing in specific categories and provide deep

assortment. Mumbai's Crossword Book Store and RPG's Music World are a couple of examples. 1.2.5 Challenges facing Indian retail industry

The tax structure in India favors small retail business Lack of adequate infrastructure facilities High cost of real estate Dissimilarity in consumer groups Restrictions in Foreign Direct Investment Shortage of retail study options Shortage of trained manpower Low retail management skill

1.2 COMPANY PROFILE VASANTH & CO

1.2.1 Introduction Vasanth & Co is a renowned chain dealer of consumer electronics and home appliances in Tamil Nadu, India. The company was started in year 1978 and has 39 showrooms across almost every town in Tamil Nadu and one in Pondicherry and Bangalore. The company is owned by H. Vasanthakumar.

1.2.2 Branches It has branches in the following places Adyar, Choolaimedu, Kilpauk, Kodambakkam, Mylapore, Nanganallur, Padi, Velachery, Purasawalkam,Porur,Royapuram,TNagar (Locations), Tambaram and Washermanpet in Chennai . It has branches almost in every town in Tamil Nadu and one in Bangalore and Pondicherry. Total known branches are more than 51. Out of which the company has 17+ branches only in Chennai.

1.2.3 Expansion The chain plans to expand its sales network to 100 showrooms across India by year 2009 under an investment plan of 100 to 150 crore rupees (20 to 30 million US dollars). It reported a turnover of 500 crores of rupees (100 million US dollars) in year 2007. Through this expansion Vasanth & co would get the name of largest retailer in India.

1.2.4 SAP implementation The company chose to implement SAP ERP 2005 across its 50 show rooms to integrate availability of information which will help in optimising its supply chain with faster turnaround of its inventory and enhanced visibility of profits. Vasanth and Co is a premium chain dealer of consumer electronics, home appliances and mobile phones having base in Chennai, India. Vasanth and Co was started in 1978 and currently has 40 + showrooms in almost every town in Tamil Nadu. Their base expands to Pondicherry and Bangalore. The companys turnover is reported to be over 500 crore Indian Rupee (INR) or 100 Million USD in 2007. Vasanth & Co sells wide range of products that includes mobile phones, refrigerators, air conditioners, micro wave ovens, washing machines and many house hold appliances. They are dealers of world class manufacturers like LG, Samsung, Sony, Sharp, Philips, Whirl Pool etc., Vasanth and Co was established by honorable Indian entrepreneur and Tamil Nadu Government Member of Legislative Assembly (MLA) Mr. H. VasanthaKumar. He is a famous personality in the Indian political and entrepreneur space. Mr. Vasanthakumar was born in Kanyakumari District in Tamil Nadu, India. In 2006, he wrote a book titled Vetrikodi Kattuwhich was released by Indian Famous Actor Mr. Rajinikanth. He also runs a popular television channel - Vasanth TV. Vasanthandcoinfo.com has no relationship with company Vasanth & Co Pvt. Ltd., We are information providers who offer information about company Vasanth & Co Pvt. Ltd., and help people in finding authentic data in internet.

1.4 PRODUCT PROFILE Vasanth & co has wide range of products. The product base ranges from small house hold appliances to higher end electronics and branded items. Vasanth and co are the dealers of various worldwide brand companies like LG, Samsung, Sony, Philips, Sharp, Whirlpool and much more. Products list extends to washing machine, television(tv), fridge, mobile phones, dvd players, plasma tv, air conditioners, microwave etc., The best part of shopping at vasanth & co is the price. The price that Vasanth & co gives to its customers is the lowest in the industry. This price is so cheap that even middle class and lower middle class people prefer to shop at Vasanth & co. At the same time, upper class and upper middle class people shop at Vasanth and Co seeing the quality and customer satisfaction.

1.5 NEED FOR THE STUDY

To get suggestion from public for improvement. To achieve overall satisfaction of the customer. To retain the existing customer. To maintain good relationship with customer.

1.6 OBJECTIVES OF THE STUDY

Primary Objective To study about the customer satisfaction with reference to Vasanth & Co

Secondary Objectives To analyze the needs and expectation of the customer To study the opinion of the customer regarding the price To determine the performance of the sale person in the store

1.7 SCOPE OF THE STUDY

The project focuses on the needs for learning customer satisfaction for successful marketing It will be helpful for Vasanth & co for identifying the needs of the customer and for decision making to promote marketing status. This project can be a base for researchers doing research in related areas and it will be helpful for Vasanth & co in viewing the worth of the consumer and attitude of the buyers decision making.

1.8 REVIEW OF LITERATURE Furthermore, Zairi (2000) says that many studies have viewed the impact of customer satisfaction on repeat purchase, loyalty and retention and they have all echoed concern that customers who are satisfied are most likely to share their experiences with other people with regards to about five to six people. According to Hasemark and Albinsson (2004) cited in Singh (2006:1) satisfaction is an overall attitude towards a product provider or an emotional reaction to the difference between what customers expect and what they actually receive regarding the fulfillment of a need. According to Fombrun (1996) image is a perceptual representation of the firms overall appeal when compared with other rivals. They argue that both benevolence and image are extrinsic faces of the satisfaction object. According to Kotler-Customer satisfaction depends on the products perceived performance relative to buyers expectations. If the product performance falls short of expectations, the customer is dissatisfied. If performance matches expectations, the customer is satisfied. If performance exceeds expectations, the customer is highly satisfied or delighted. The Kano model is a theory of product development and customer satisfaction developed in the 1980s by Professor Noriaki Kano that classifies customer preferences into five categories: Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The Kano model offers some insight into the product attributes which are perceived to be important to customers. Kano also produced a methodology for mapping consumer responses to questionnaires onto his model.

1.9 RESEARCH METHODOLOGY

1.9.1 RESEARCH DESIGN I selected Descriptive Research Design for my project A STUDY ON CUSTOMER SATISFACTION. Descriptive research is also called Statistical Research. The main goal of this type of research is to describe the data and characteristics about what is being studied. The idea behind this type of research is to study frequencies, averages, and other statistical calculations. It is quantitative and uses surveys and panels and also the use of probability sampling. 1.9.2 SOURCE OF DATA COLLECTION

The sources of information are generally divided into documentary and file sources. For collection of data in this study, both documentary and field source were made use of. The documentary informations were collected from both the primary and secondary sources. The sources of information essentially primary, where the questionnaire was administered to the respondents and discussion with the other department Personnel. The secondary source of information consisted of relevant documents, publication and reports pertaining to the company. Primary data Those data are collected in the first time and has a direct connection with the respondents is called primary data. The data was collected using questionnaires. A questionnaire is a preformulated written set of questions to which respondents record their answers. The mode of my data collection is primary data and in the form of questionnaires.

Secondary Data Those data which are collected in the mode of magazine, journals, and websites is called secondary data.

1.9.3 SAMPLE DESIGN

Sampling is the process of selecting the sample from the population. Sample: A part of the population selected for study in such a way that it represents the population is called a sample. Population: Population refers to the entire group of people, events or things of interest that the researcher wishes to investigate. The sampling technique that has been used in this project is convenience sampling.

1.9.4 SAMPLE SIZE

The number of individuals included in the finite sample is called the size of the sample or sample size. The sample size of the study is 62.

1.9.5 TOOLS USED FOR DATA ANALYSIS The data collected was tabulated and analyzed with the help of 1. Percentage analysis 2. Chi square test

1) Percentage Analysis Percentage analysis is used to determine the relationship between two or more series. In this method, the data obtained are tabulated. The table consists of the options given for the questions, number of respondents for each option and the percentage of respondents for each option among the whole sample size. The percentage method is used to know the accurate percentages of the data we took. The following formula was used

Percentage of the respondents = No. of respondents favorable X 100 Total no. of respondents

2) Chi Square Test: Chi Square is an important non-parametric test and such no rigid assumptions are necessary only the in respect of of freedom the for type using of the population. test. As We require test,

degrees

non-parametric

chi-square can be used. As a test of goodness of fit. As a test of independence.

Test of independence:H0 : There is no significant relationship between the two variables. H1 : There is significant relationship between the two variables Step 1: Establish hypotheses. Step 2: Tabulate the variables to be compared. Step 3: Calculate chi-square statistic. Step 4: Assess significance level. Doing so requires knowing the number of degrees of freedom. Step 5:If calculate chi-square value is less than the chi-square value, it falls in the acceptance region. Hence, accept H0 otherwise reject H0.

1.10 LIMITATIONS OF THE STUDY

Due to lack of time, unable to collect more information from the Customers. Some customers are afraid to give informations The whole population cannot be studied due to Selection of limited Samples

CHAPTER II

CHAPTER II
DATA ANALYSIS AND INTERPRETATION

2.1 PERCENTAGE ANALYSIS

Convenient of the location Table: 2.1.1

Particulars Yes No Total

Frequency 62 0 62

Percent 100.0 .0 100.0

Valid Percent 100.0 .0 100.0

Cumulative Percent 100.0 .0

INFERENCE: It is inferred that 100% of the respondent are convenient with the location Convenient of the location Chart: 2.1.1

Store hour matches with shopping hours Table: 2.1.2

Particulars Yes No Total

Frequency 62 0 62

Percent 100.0 .0 100.0

Valid Percent 100.0 .0 100.0

Cumulative Percent 100.0 .0

INFERENCE: It is inferred that 100% of the respondent have said that the shopping hours matches with the sale hours

Store hour matches with shopping hours Chart: 2.1.2

Store Atmosphere Table: 2.1.3 Valid Percent 21.0 50.0 29.0 .0 .0 100.0 Cumulative Percent 21.0 71.0 100.0 100.0 100.0

Particulars Strongly Agree Agree Neutral Disagree Strongly Disagree Total Source: Primary data

Frequency 13 31 18 0 0 62

Percent 21.0 50.0 29.0 .0 .0 100.0

INFERENCE: It is inferred that 50% of the customer felt that store atmosphere are appealing, 21% of the customer strongly felt that store atmosphere are appealing. Store Atmosphere Chart: 2.1.3

Quality & Variety of products Table: 2.1.4 Valid Percent 9.7 48.4 22.6 19.4 .0 100.0 Cumulative Percent 9.7 58.1 80.6 100.0 100.0

Particulars Outstanding Good Satisfactory Average Poor Total

Frequency 6 30 14 12 0 62

Percent 9.7 48.4 22.6 19.4 .0 100.0

INFERENCE: It is inferred that 48.4% of the respondent felt that quality & variety of products is good, And 9.7% of the respondent felt that quality & variety of products is outstanding.

Quality & Variety of products Chart: 2.1.4

Offers & Discounts Table: 2.1.5

Particulars Outstanding Good Satisfactory Average Poor Total Source: Primary data

Frequency 2 20 16 16 8 62

Percent 3.2 32.3 25.8 25.8 12.9 100.0

Valid Percent 3.2 32.3 25.8 25.8 12.9 100.0

Cumulative Percent 3.2 35.5 61.3 87.1 100.0

INFERENCE: It is inferred that 32.3% of the respondent felt that offers & discounts is good, and 3.2% of the respondent felt that offers & discounts is outstanding.

Offers & Discounts Chart: 2.1.5

Experience with the sales man Table: 2.1.6

Particulars Outstanding Good Satisfactory Average Poor Total Source: Primary data

Frequency 6 18 25 13 0 62

Percent 9.7 29.0 40.3 21.0 .0 100.0

Valid Percent 9.7 29.0 40.3 21.0 .0 100.0

Cumulative Percent 9.7 38.7 79.0 100.0 100.0

INFERENCE: It is inferred that 40.3% of the respondent felt that experience with the sales man Is satisfactory and 9.7% of the respondent felt that experience with the sales man is outstanding. Experience with the sales man Chart: 2.1.6

Store ambiance & cleanliness Table: 2.1.7

Particulars Outstanding Good Satisfactory Average Poor Total Source: Primary data

Frequency 12 16 25 9 0 62

Percent 19.4 25.8 40.3 14.5 .0 100.0

Valid Percent 19.4 25.8 40.3 14.5 .0 100.0

Cumulative Percent 19.4 45.2 85.5 100.0 100.0

INFERENCE: It is inferred that 40.3% of the respondent felt that Store ambiance & cleanliness is satisfactory, and 19.4% of the respondent felt that Store ambiance & cleanliness is outstanding Store ambiance & cleanliness Chart: 2.1.7

Billing Experience Table: 2.1.8

Particulars Outstanding Good Satisfactory Average Poor Total Source: Primary data

Frequency 3 49 7 3 0 62

Percent 4.8 79.0 11.3 4.8 .0 100.0

Valid Percent 4.8 79.0 11.3 4.8 .0 100.0

Cumulative Percent 4.8 83.9 95.2 100.0 100.0

INFERENCE: It is inferred that 79% of the respondent felt that billing experience is good, and 4.8% of the respondent felt that that billing experience is outstanding as well average. Billing Experience Chart: 2.1.8

Choosing Vasanth & Co Table: 2.1.9

Particulars Newspaper Radio TV/ Internet Friends/Relatives Others Total Source: Primary data

Frequency 10 0 43 9 0 62

Percent 16.1 .0 69.4 14.5 .0 100.0

Valid Percent 16.1 .0 69.4 14.5 .0 100.0

Cumulative Percent 16.1 16.1 85.5 100.0 100.0

INFERENCE: It is inferred that 69.4% of the respondent comes to know about Vasanth & Co by the means of tv/internet, and 14.5% of the respondent comes to know about Vasanth & Co by the means of friends/relatives Choosing Vasanth & Co Chart: 2.1.9

Reason for choosing Table: 2.1.10 Valid Percent 32.3 11.3 14.5 14.5 16.1 11.3 100.0 Cumulative Percent 32.3 43.5 58.1 72.6 88.7 100.0

Particulars Offers & Discounts Flexible cash payment Customer friendly Quality of the Product Quality of the Delivery Trustworthiness Total Source: Primary data

Frequency 20 7 9 9 10 7 62

Percent 32.3 11.3 14.5 14.5 16.1 11.3 100.0

INFERENCE: It is inferred that 32.3% of the respondent said that the reason for choosing Vasanth & co is offers & discounts, and 11.3% of the respondent said that the reason for choosing Vasanth & co is flexible cash payment and trustworthiness. Reason for choosing Chart: 2.1.10

Years Table: 2.1.11

Particulars 0 to 5 years 6 to 10 years 11 to 15 years Above 15 years Total Source: Primary data

Frequency 31 17 6 8 62

Percent 50.0 27.4 9.7 12.9 100.0

Valid Percent 50.0 27.4 9.7 12.9 100.0

Cumulative Percent 50.0 77.4 87.1 100.0

INFERENCE: It is inferred that 50% of the customer are using vasanth & co for the past 0 to 5 years, and 9.7% of the of the customer are using vasanth & co for the past 11 to 15 years. Years Chart: 2.1.11

Overall Experience Table: 2.1.12 Valid Percent 17.7 58.1 24.2 .0 .0 100.0 Cumulative Percent 17.7 75.8 100.0 100.0 100.0

Particulars Outstanding Good Satisfactory Average Poor Total Source: Primary data

Frequency 11 36 15 0 0 62

Percent 17.7 58.1 24.2 .0 .0 100.0

INFERENCE: It is inferred that 58.1% of the customer said that overall experience in vasanth & co is good, and 17.7% of the customer said that overall experience in vasanth & co is outstanding. Overall Experience Chart: 2.1.12

Age Table: 2.1.13

Particulars <18 18-24 25-34 35-44 45-55 >55 Total Source: Primary data

Frequency 0 7 17 21 17 0 62

Percent 0 11.3 27.4 33.9 27.4 .0 100.0

Valid Percent 0 11.3 27.4 33.9 27.4 .0 100.0

Cumulative Percent 0 11.3 38.7 72.6 100.0 100.0

INFERENCE: It is inferred that 33.9% of the respondent are in the age group of 35 to 44, and 11.3% of the respondent are in the age group of 18 to 24. Age Chart: 2.1.13

Gender Table: 2.1.14

Particulars Male Female Total Source: Primary data

Frequency 46 16 62

Percent 74.2 25.8 100.0

Valid Percent 74.2 25.8 100.0

Cumulative Percent 74.2 100.0

INFERENCE: It is inferred that 74.2% of the respondent are male, and 25.8% the respondent are female. Gender Chart: 2.1.14

Qualification Table: 2.1.15

Particulars SSLC HSC Diploma UG PG Professional Total Source: Primary data

Frequency 8 10 9 17 12 6 62

Percent 12.9 16.1 14.5 27.4 19.4 9.7 100.0

Valid Percent 12.9 16.1 14.5 27.4 19.4 9.7 100.0

Cumulative Percent 12.9 29.0 43.5 71.0 90.3 100.0

INFERENCE: It is inferred that 27.4% of the respondent are ug, and 9.7% the respondent are professional. Qualification Chart: 2.1.15

Occupation Table: 2.1.16

Particulars Government Private Business Student House Wife Total Source: Primary data

Frequency 6 29 7 11 9 62

Percent 9.7 46.8 11.3 17.7 14.5 100.0

Valid Percent 9.7 46.8 11.3 17.7 14.5 100.0

Cumulative Percent 9.7 56.5 67.7 85.5 100.0

INFERENCE: It is inferred that 46.8% of the respondent works in a private concern, and 9.7% of the respondent are government employees. Occupation Chart: 2.1.16

Income Table: 2.1.17

Particulars <2 Lakhs 2 4 Lakhs 4 6 Lakhs >6 Lakhs Total Source: Primary data

Frequency 31 16 10 5 62

Percent 50.0 25.8 16.1 8.1 100.0

Valid Percent 50.0 25.8 16.1 8.1 100.0

Cumulative Percent 50.0 75.8 91.9 100.0

INFERENCE: It is inferred that 50% of the respondent earn annual income less than 2 lakhs, and 8.1% of the respondent earns annual income more than 6 lakhs. Income Chart: 2.1.17

2.2 STATSTICAL ANALYSIS

Analyze the customer experience with the sales man and overall experience (Using ChiSquare Test)
Table 2.2.18

Particulars Outstanding Sales man Solution:6

Good 18

Satisfactory Average 25 13

Poor 0

Total 62

Null hypothesis Ho: There exists no significant relationship between the sales man and customer experience Alternate hypothesis H1: There exists a significant relationship between the sales man and customer experience Chi-square test(Q.No:6)
Table 2.2.18

Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 86.653
a

Df 6 6 1

sided) .000 .000 .000

84.547 45.522 62

Level of Significance

= 5% = 0.05

INFERENCE: The calculated value of chi-square is lesser than the expected value of chi-square. So, H0 is rejected i.e. Null hypothesis is rejected and Alternate hypothesis is accepted which shows that there is a significant relationship exists between sales man and customer experience.

CHAPTER III

CHAPTER III RESULTS, DISCUSSION AND CONCLUSION

3.1 FINDINGS From Percentage Method Most of the respondents are from the age group of 35-44(35-44%) and most of the respondents are male (74.2%) and most of the employees earns a salary of <2 Lakhs per annum (50%) and few of the respondent are qualified with a degree(27.4%) and majority of the respondents are working in a private concern (46.8%) The entire respondent is convenient with the store location The entire respondent said that the shopping hours matches with the sale hours Nearly (50%) of the customer felt that store atmosphere is appealing, Nearly (48.4%) of the respondent felt that quality & variety of products is good, Nearly (32.3%) of the respondent felt that offers & discounts is good, Nearly (40.3%) of the respondent felt that experience with the sales man is satisfactory Few of the respondent felt that Store ambiance & cleanliness is satisfactory (40.3%) Most of the respondent felt that billing experience is good (79.1%) Most of the respondent comes to know about Vasanth & Co by the means of tv /internet (69.4%) Few of the respondent said that the reason for choosing Vasanth & co is offers & discounts (32.3%) Nearly (50%) of the customer is using vasanth & co for the past 0 to 5 years Nearly (58.1%) of the customer said that overall experience in vasanth & co is good

From Chi-Square Test Chi-Square Test shows that, there is a significant relationship between experience with sales man and the overall customer experience.

3.2 SUGGESTIONS

Since the 50% of the respondents said the atmosphere is appealing, the company can improve the environment by soft music, providing customer requirement details which make them to have good appealing

The company can improve the attractive offers and discounts and Installment & interest rate can be made transparent.

The company has to concentrate on the proper cleanliness and should provide the customers good ambience

Facilities like air conditioning can be provided to comfort the customer.

3.3 CONCLUSION

The study reveals that the market of Vasanth & Co has a good image. The market is very competitive. Advertisements and promotional campaigns act as a major role in creating awareness and preference. The company should extended better services and maintains a good rapport with customers. Relationship marketing plays a vital role in this industry. So it can be concluded that a company, which provides attractive schemes and good services, will flourish.

APPENDIX

APPENDIX QUESTIONNAIRE

1. Is the location of the store convenient? Yes No

2. Does the store hour matches with your shopping hours? Yes No

3. Store atmosphere and decor are appealing. Strongly agree Strongly Disagree 4. How do you rate the quality and variety of the products? Outstanding Good Satisfactory Average Poor Agree neither agree nor disagree Disagree

5. How do you rate the offers and discounts? Outstanding Good Satisfactory Average Poor

6. Rate your experience with the sales man? Outstanding Good Satisfactory Average Poor

7. How is the stores ambiance and cleanliness? Outstanding Good Satisfactory Average Poor

8. How was the billing experience? Outstanding Good Satisfactory Average Poor

9. How did you come to know about Vasanth & Co.? Newspaper Other.. 10. Reason for choosing Vasanth & Co.? Radio TV/Internet Friends & Relatives

Offers & Discounts Quality of the Product

Flexible cash payment Quality of the Delivery

Customer friendly Trustworthiness

11. How long you have been the customer of Vasanth & co.? 0 to 5 years 6 to 10 years 11 to 15 years Above 15 years

12. How was your overall experience in vasanth & co.? Outstanding Good Satisfactory Average Poor

13. Your valuable suggestion: ...

Respondent Profile:-

Name (Optional): Age(years): Gender: <18 Male 18-24 25-34 35-44 45-55 PG >55 Female HSC Diploma UG Private 2 4 Lakhs Professional >6 Lakhs Business Student Housewife 4 6 Lakhs

Qualification: SSLC Occupation: Income (per annum):

Government

<2 Lakhs

Residential Location: ..

REFERENCE

REFERENCE Books: 1. KOTHARI.C.R, Research methodology- Methods & Techniques New Age International (P) Ltd. New Delhi, Second edition,2004 2. GUPTA S.P, Statistical Methods Sultan chand & sons Publishers New Delhi, Thirty fourth editions, 2005. 3. Dr.Sharma.D.D (2000) MARKETING RESEARCH, Sultan Chad & Co, New Delhi. Websites: 4. http://www.vasanth & co.com/ 5. http://en.wikipedia.org/wiki/marketing 6. http://en.wikipedia.org /wiki/employees satisfaction 7. http://www.google.com/retail industry in India