“A STUDY ON CUSTOMER SATISFACTION TOWARDS

GOODS AND SERVICES RENDERED BY MK. AHMED

SUPERMARKET”

Near Marathalli
Bangalore, 560103
2017-2018

Submitting in partial fulfillment of the requirements of

Bangalore University for the award of degree of
Bachelor of business Administration

By
MUHAMMED AJNAS
Reg.No: 15VFC26071

Under the guidance of

Mrs. V. N. MANJULA. P
 NEW HORIZON

COLLEGE

DECLARATION

I hereby declare that the project entitled “A STUDY ON CUSTOMER SATISFACTION

TOWARDS GOODS AND SERVICES RENDERED BY MK. AHMED SUPERMARKET”
Submitted to Bangalore university in partial fulfilment of the requirement for the
award of the degree in bachelor of business administration as a record of original
project work done by me during my period of study in new horizon college of
management (2017-2018), Bangalore under the supervision of Mrs. V.N
MANJULA.P This project is original and has not been submitted under any other
university or institution.

Place: Bangalore MUHAMMED AJNAS

Date: Register No. 15VFC26071

 NEW HORIZON

COLLEGE

GUIDE CERITIFICATE

This is to certify that project titled “A STUDY ON CUSTOMER

SATISFACTION TOWARDS GOODS AND SERVICES RENDERED BY MK. AHMED
SUPERMARKET” Submitted by MUHAMMED AJNAS final year bachelor of
business administration in partial fulfilment for the award of degree in bachelor of
business management, is a record of bonifide work done by her during period of the
study (2017-2018) in NEW HORIZON COLLEGE affiliated to Bangalore
University and is worthy of examination.

Place: Bangalore Mrs. V.N MANJULA.P

Date: Asst. Professor

 NEW HORIZON

COLLEGE

HOD CERTIFICATE

The project work entitled “A STUDY ON CUSTOMER SATISFACTION TOWARDS

GOODS AND SERVICES RENDERED BY MK. AHMED SUPERMARKET” is a bonifide
work carried out by MUHAMMED AJNAS bearing registration no: 15VFC26071 in
partial fulfilment of the requirements for the award of degree in business
administration of Bangalore University during the year 2017-2018. It is certified that
all corrections/suggestions have been incorporated in the project report and a copy is
deposited in the department library. This project work has been approved as it
satisfies the academic requirements for the award of bachelors of business
management degree.

Place: Bangalore SOWMYA. J

Date: Head Of Department

 NEW HORIZON

COLLEGE

PRINCIPAL CERTIFICATE

The project work entitled “A STUDY ON CUSTOMER SATISFACTION TOWARDS

GOODS AND SERVICES RENDERED BY MK. AHMED SUPERMARKET” is a bonifide
work carried out by MUHAMMED AJNAS bearing registration no: 15VFC26071 in
partial fulfilment of the requirements for the award of degree in business
administration of Bangalore University during the year 2017-2018. It is certified that
all corrections/suggestions have been incorporated in the project report and a copy is
deposited in the department library. This project work has been approved as it
satisfies the academic requirements for the award of bachelors of business
management degree.

Place: Bangalore Dr. R. BODHISATVAN

Date: Principal
 ACKNOWLEDGEMENT

No book is complete effort of its authors own. A few important

personalities have greatly contributed to this internship report during its course of
completion.
First and foremost, I wish to express my profound gratitude to Mr. Arshad
T.V Manager for MK AHMED SUPERMARKET for showing me the right
direction in my project for providing kind guidance and making all of MK AHMED
SUPERMARKET who gave me facilities at my convenience. I also record my
sincere thanks to all the staff members all the information when required.
I express my gratitude to my guide Ms. V.N Manjula P faculty NEW HORIZON
COLLEGE for his continuous guidance and Co-operation shown through this
research.
I am indebted to my friends and parents who were there to cheer up and offer
valuable suggestion at every step of the way, especially when motivation flagged. I
thank them for their wonderful support without which the dissertation would not
have been possible.

Place: MUHAMMED AJNAS

Bangalore (15VFC26071)
 TABLE OF CONTENTS

SL.NO. CHAPTER INDEX PAGE

NO. NO.

1 1 Introduction
 Introduction
 Introduction to marketing
 Define marketing
 Concept of marketing
 Define marketing research 1-16
 Marketing mix
 Marketing information &
research

2 2 Research Design
 Title of the study
 Statement of the problem
 Limitations of the study
 Objective of the study
 Scope of the study
17-29
 Research methodology
 Field work

3 3 30-35
Company Profile

4 4 Analysis and Interpretation 36-63

5 5 Summary
 Findings 64-66
 Recommendation
 Conclusions

6 6 Bibliography 67
 Books
 Website
7 7 Appendix 68-71
 Questionnaire
 LIST OF TABLES

Table no. Page no.

Particulars

1 Table showing the respondents according to sex 36

2 Table showing the respondents according to the marital status 38

3 Table showing the respondents according to the age 40

4 Table showing the respondents according to the income group 42

5 Table showing the respondents according to the occupation 44

6 Table showing the respondents according to the awareness 46

7 Table showing source that made the respondents aware of MKA 48

8 Table showing the respondents according to visit MKA 50

9 Table showing the respondents according to preference visit MKA 52

10 Table showing the respondents according to product availability 54

11 Table showing the respondents according to price strategy 56

12 Table showing the respondents’ according to service sector at 58

MKA

13 Table showing the respondents according to their ambience 60

14 Table showing the respondents according opinion about sales force 62

 LIST OF GRAPHS

Graph
No.
Particulars Page No.

1 Graph showing the respondents according to sex 37

2 Graph showing the respondents according to the marital status 39

3 Graph showing the respondents according to the age 41

4 Graph showing the respondents according to the income group 43

5 Graph showing the respondents according to the occupation 45

6 Graph showing the respondents according to the awareness 47

7 Graph showing source that made the respondents aware of MKA 49

8 Graph showing the respondents according to visit MKA 51

9 Graph showing the respondents according to preference to visit 53

10 Graph showing the respondents according to product availability 55

11 Graph showing the respondents according to price strategy 57

12 Graph showing the respondents’ on the basis of the service 59

Sector at MKA

13 Graph showing the respondents according to ambience 61

14 Graph showing the respondents opinion about sales force 63

CUSTOMER SATISFACTION TOWARDS GOODS AND SERVICES RENDERED BY M.K. AHMED
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INTRODUCTION

The study entitled “Customer Satisfaction towards goods and services

rendered by M.K.Ahmed Super Market” was conducted to evaluate the
effectiveness of the services offered by M.K.Ahmed Super Market” to its
customers. The customer plays a very important role in the concept of marketing
today. Therefore, it becomes mandatory for the companies to determine the level
of satisfaction of the customer towards company's product or services.
The concept of customer satisfaction is a part of the marketing concept
called “consumer behaviour”. It thoroughly deals with the customer response to a
product or a service. The success of every marketer largely depends on the
customer satisfaction level. Meeting the respondents personally and interrogating
them with the help of a questionnaire prepared was how this study was conducted.

The study of customer satisfaction also plays an integral role in the

research program of the company. It acts as a means for feedback to the company
from the customer about the product or service offered by them.

This can lead to more developments in the products or services as required

by the customers. By this we can say that customer determines the product in the
concept of marketing.

Thus we assert that the buyer's form a judgment of value and acts on it.
Whether the buyer is satisfied after purchase depends upon the offer's
performance in relation to the buyer's expectations. Therefore, satisfaction is the

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level of a person's felt state resulting from comparing a product's perceived

performance in relation to the person's expectations. Thus the satisfaction level is
a function of the difference between perceived performance and expectations.

A customer could experience one of the three broad levels of satisfaction.

If the performance falls short of expectations, the customer is dissatisfied. If the
performance matches the expectations, the customer is satisfied. And if the
performance exceeds the expectations, the customer is highly satisfied, pleased or
delighted.

These expectations are formed on the basis of the buyer's part experiences,
statements made by friends and associates, and marketer and competitor
information and promises. If the marketer raises the expectation too high, the
buyer is likely to get disappointed.

Some of the successful companies are raising expectations and delivering

performances to match. These companies are aiming for TCS- Total Customer
Satisfaction. For customer - centered companies, customer satisfaction is both a
goal and marketing tool. Companies that achieve high satisfaction rating make
sure that their target market knows it.

Although the customer - centered firm seeks to create high customer

satisfaction, it is not out to maximize customer satisfaction. First, company can
increase customer satisfaction by lowering the prices or increasing its services.
Secondly, the company might be able to increase profitability by improving it

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manufacturing or investing more on R&D. Spending more to increase customer

satisfaction would divert funds from increasing the satisfaction of other partners,
ultimately, the company must operate on the philosophy that it is trying to deliver
a high level of customer satisfaction within the constraints of its resources.

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METHODS OF TRACKING AND MEASURING

CUSTOMER SATISFACTION

A company's tool for tracking and measuring customer satisfaction range

from the primitive to sophisticated. Companies use the following methods to
measure how much customer satisfaction they are creating:

1. Customer Satisfaction Surveys:

Responsive companies obtain a direct measure of customer satisfaction by

conducting periodic surveys. They send questionnaires or make telephone calls to
a random sample of recent customers to find out how they feel about the various
aspects of the company's performance. They will also solicit the buyer's view on
their competitor's performance.

2. Complaint and suggestion systems:

A customer- centered organization would make it easy for it's customers to

deliver suggestions and complaints. These information flows provide the
companies with many good ideas and enable them to act more rapidly to resolve
problems.

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3. Ghost shopping:

Another useful way to gather a picture of customer satisfaction is to hire

persons to pose as potential buyers to report their findings on strong and weak
points they experienced in buying the company's and the competitor's products.

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INTRODUCTION TO MARKETING

The essence of marketing is an exchange or a transaction intended to

satisfy human needs or wants i.e. marketing is a human activity directed at
satisfying needs and wants through an exchange process. Many Organizations are
involved in developing marketing activities to satisfy the needs and wants of
group of customers.

A business is set apart from all other human organizations by the fact that
it markets a product or a service. It is in marketing that we satisfy individual and
social values, needs and works, be it through producing goods, supplying services,
fostering innovation for creating satisfaction.

Marketing is the focal point of all business activities. The end of all
production is consumption and the success of a business enterprise depends on
efficient marketing. Finance, personnel and other activities of business revolve
around marketing. Marketing has become a vital for the survival and growth of
business due to large-scale production, changing technology and sophisticated
tastes and preferences of the customers.

Marketing is the only source of generating revenue for business. Other

activities of business such as manufacturing, finance, research and development
and personnel incur expenditure.

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1. DEFINE MARKETING

“Marketing is a social and managerial process by which individuals and

group obtains what through creating offering and exchanging products of value
with others.”

Philip Kotler

“Marketing includes all those activities having to with effecting changes in

ownership and possession of goods and services. It's the part of economics which
deals with creation of time, place and possession utilities and that phases of
business activity through which human wants are satisfied, by the exchange of
goods and services for some valuable consideration.”

American Marketing Association

“Marketing consists of those efforts, which affect the transfer in ownership of

goods and care for their physical distribution.”
Clarke and Clarke

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CONCEPTS IN MARKETING

Studies revealed that different organization have different perception of

marketing and these different perceptions have led to the formation of different
concepts of marketing.

The marketing concept has been expressed in many colorful ways:

• “Meeting needs profitability”

• “Find wants and fill them”

• “Love the customers and not the product”

• “Have it your ways”

• “You are the boss”

• “To do all in our power to pack the customer's dollar full of value,
quality and satisfaction”.

DEFINE MARKETING MANAGEMENT

“It is the process of planning and executing the conception, pricing, promotion
and distribution of ideas, goods and services to create exchange that satisfy
individual and organizational goals.”
S. L. Gupta

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“It is a process of planning and executing the conception, pricing, promotion

and distribution of goods, services and ideas to create exchanges with target.
Groups that satisfy both the consumer and organization objectives”.

American Marketing Association

DEFINE MARKETING RESEARCH

“Marketing research has to do with the gathering, processing, analysis,

storage and dissemination of information to facilitate and improve decision-
making”

Seibert Joseph C

“The marketing research is the systematic and objective research for analysis of
information relevant to the identification and solution of any problems in the
fields of marketing”

Green Face and Thu

“Marketing research is the functions which link the consumer, customer and
public to the marketer through information-information used to identify and define
marketing opportunities and problems, refine and evaluate marketing actions,
monitor marketing performance and improve understanding of marketing as a
process

American Marketing Association

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Exchanging transaction and relationship with markets

Exchange is the act of obtaining the desired from someone by offering

something in return. An exchange may be in the form of money, another Good or
service in return for good. A transaction means a trade between two parties that
involves at least two things of value agreed upon contract a time of agreement and
to take appropriate actions in course of time.

Goods

Goods may also be called as product. They are tangible. They can be classified
into consumer goods and industrial goods

Consumer goods

Ultimate user or consumers for their personal purpose purchase

These kinds of goods are further classified into:

Convenience goods
Consumers often require these goods. These types of goods are places
where consumers need them. The purchases such goods cannot be postponed
because they are daily necessity of life.

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Shopping goods

Goods like jewellery readymade garments etc are more cost Convenience
goods. They are generally available from particular shop where similar but same
types of goods are sold.

Specialty goods

These types of goods are of high value and manufactured by reputed firms.
They serve as the special attraction to the consumer

Industrial goods

Goods which are used for production of products are industrial goods
.They include goods such as raw materials, fabricated materials component parts
Installation accessories etc.

Services

Services are intangible activities, which are offered for sales as such or in
connection with sale of goods they are of two types

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Personal services:

It comprises of education, communication, medical and legal services

Business services:

It comprise of advertising, marketing and mercantile Credits and collection

agencies

Marketing management:

We define marketing management as “the analysis, planning,

implementation and control of programs designed to create, build and maintain
beneficial exchanges with target buyers for the purpose of achieving
organizational objectives”

Marketing mix

According to BORDEN “the marketing mix refers to

appointment of efforts, the combination, the designing and integration of the
elements of marketing into a program mix which, on the basis of an appraisal of
the market forces will best achieve an enterprise at a given time”. It is a
combination of product, price, promotion and place (distribution channels)
popularly known as 4P’s of marketing a brief description of these four elements
are given below

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Product

It is the first element of marketing mix. It is the firm tangible offer to

the market, which includes product quality, design, features, branding and
packaging

Price

It is the second element of effect the volume of sales. It is the amount of

money consumer pays in exchange of product

Promotion

It includes all activities of the company to communicate and promote its

products to the larger market. It is third element of the marketing mix

Place

It is the delivery of products at the right time and at right place. It

includes various activities that the company under takes to make the product
accessible and available to target consumers

MARKETING INFORMATION AND RESEARCH

Marketing information
Marketing information includes all facts, estimates, opinions etc considered in
making decisions, which affect the marketing goods. It helps a product to retain,

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create and expand the market for his products. There various reasons for
considering marketing information as the life blood of marketing for the reasons
which follows:
1. Customers expectation regarding the product

2. The degree of competition to be faced

3. Government policies

4. Channels of distribution

5. Defect of rival products

6. Buying motives of customer Supply, demand and price of

similar products

7. Size of market to be covered

8. Customers opinion about product size, shape and types

9. Satisfactory inflow of information

Marketing information systems:

A marketing information system is a continuing and interacting structure of

people, equipment and procedures to gather, short, analyze, evaluate and distribute
pertinent timely and accurate information used for marketing decision makers to
improve their marketing planning execution and control.

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MIS makes available only the required information and is less time consuming in
decisions making
Specialties, who gather information and deal with it to meet the desired
objectives, handle the operation and design of the system
To the top executives, MIS provides fast and accurate information
It facilities in taking suitable and quick decision promptly

Components of MIS

1. Internal marketing information

2. Marketing intelligence system

3. Marketing research

Internal marketing information

It is secured through accounting system. It is component of management

system. It contains data on sales, inventories, cost, cash flows, account receivables
and payables. It constitute the data generated with the firm

Marketing intelligence system

External marketing information is another MIS system component. The

intelligence keeps marketing executives well informed about the current
marketing environment and change in conditions in the market. Information of

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marketing intelligence will be evaluated, edited and distributed to the right people
in the right form.

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RESEARCH DESIGN

INTRODUCTION TO PROBLEM

STATEMENT OF THE PROBLEM

The title of the project is “study on customer satisfaction towards

M.K.Ahmed Super Market”

Customers are dynamic in nature and it is not easy to understand their

needs, wants, desire, satisfaction level etc., exactly as there are many factors,
which influence their satisfaction that cannot be exactly, determined. Taking all
this into consideration, this study has been conducted on consumer satisfaction
towards M.K.Ahmed Super Market”

OBJECTIVE OF MARKETING RESEARCH

(a) GENERAL AIMS AND OBJECTIVES OF MARKETING

RESEARCH
1. To know the marketing opportunities.
2. To understand marketing problems.
3. To help in the selection of the right course of action.
4. To know about customer acceptance.
5. To forecast the probable volume of the future sales.
6. To analyze the expected market share.
7. To assess competitive strengths and policies.

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8. To understand the distribution network of the product.

9. To understand why customers buy a particular product.

(b) OTHER OBJECTIVES OF MARKETING

RESEARCH

The following are the main objectives of marketing research

1. Academic Objectives:

To gain awareness about a phenomenon or to achieve new insights into it.

The academic object of marketing research is the acquisition of knowledge and it
is the thirst for knowledge coupled with curiosity that has been the guiding force
behind a rich variety of research work, independent or any material incentive.

2. Utilitarian Objectives:

The primary goal of marketing research is to understand marketing culture,

marketing environment and marketing decision process and there by gain a greater
measure of marketing control.
3. Marketing research:

It may be used to determine the frequency with which a certain thing occurs or
with which it is associated with something else.

It helps in testing a hypothesis or a casual relationship between variable to

determine the cause and effect impacts.

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4. It helps in providing information regarding manufacturers, retailers, and

suppliers of all kinds of service.

5. It helps in providing solutions of marketing problems of business and

industry. Marketing research and motivational research are considered
crucial and their results assist it more than one way, in taking business
decisions

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LIMITATION OF THE STUDY

1. As this was a household survey, the researcher could not get full co-
operation from all the respondents.

2. It was not possible to take a large number of universes for the survey due
to time constraints.

3. During the interview some respondents were observed filling the

questionnaire without even reading the question.

4. The research study was conducted only in Bangalore.

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PURPOSE OF THE STUDY

1. The study helps to analyze what are the preferences of customers with regard
to price, durability, color, fragrance, softness etc.

2. The purpose for the study is to know consumer satisfaction.

3. The study helps to sore better than competitors and re-define the approach of
the company towards its consumers.

4. The study helps M.K.Ahmed Super Market to obtain suggestions regarding

product improvement and service.

OBJECTIVE OF THE STUDY

1. To understand Bangalore market in general.

2. To determine various attributes that the consumers look for while

purchasing.

3. To find out satisfaction level of the customers.

4. To make conclusion and recommendations based on analysis and

interpretations of the study.

5. To arrive at factors, which influence on consumer purchase decisions

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SCOPE OF THE STUDY

The study was based on M.K.Ahmed Super Market. It deals with

Customer satisfaction towards M.K.Ahmed Super Market with regard to the
factors such as price, promotion, place, product, package etc.; it also deals with
preferences of consumer towards M.K.Ahmed Super Market. The study restricts
itself to market survey as the analysis of the above in Bangalore.

The study will aid M.K.Ahmed Super Market to understand and analyze to
what extent the consumers have accepted the product and whether it has met their
project image. They could thus make necessary modification to meet their goals.

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CONCEPTUAL DEFINITION

This is an essential step in the research design process since the various
items and concept should be properly defined so as to convey the exact meaning
with reference to the study.

ATTITUDE

Attitude has been defined as an expression of inner feelings that reflect a person is
favorably predisposed to same object (eg. A brand, a service, a retail
establishment).

ATTRIBUTES:
A characteristic quality of the product.

BRAND AWARENESS:

The knowledge of the existence of a brand in the market.

CONSUMERS:

All those people who purchase or make use of products.

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BUYING MOTIVE:
A buying motive is the reason why a person buys a particular product. It is
the driving force behind buying behaviour and may be based on physiological or
psychological wants.

CONSUMER BUYING BEHAVIOUR:

The way in which consumer respond to various market changes brought in

from time to time.

CONSUMER PERCEPTION:

A part of consumer behaviour, which deals or determines the manner in

which a consumer uses his or her perceptual abilities in implementing their buying
motives or decision.

CONSUMER SATISFACTION:

A study of customer's reaction or response of feedback to a product after

consuming it, which influences his or her post purchase decision.

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RESEARCH METHODOLOGY

RESEARCH DESIGN

“A research design is the specification of methods and procedures for

acquiring the information needed. It is the overall operational framework of the
project that stipulates what information is too collected from sources by what
procedures”.

Green and Full

DESCRIPTIVE RESEARCH DESIGN

This design is used for finding solution to identified problems. In this

study the identified problems is “To analyze the customer satisfaction towards
M.K.Ahmed Super Market” for which the study gives solution, so the design
adopted is descriptive research design. The main advantage of this design is data
can be accurately obtained.

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METHODOLOGY

Methodology is way to analyze different aspect systematically to reach at a

certain solution for fulfillment of the objective of the study effective methodology
and method of data collection quite necessary.

In order to fulfill the objective different customer were contacted in

Bangalore City. The information was collected by using structured questionnaire
with multiple answers.

METHODS OF DATA COLLECTION

Questionnaires were circulated to the respondents to know their opinion

about M.K.Ahmed Super Market .This report is based on the primary as well as
secondary data.

This research was carried out by conducting in depth interviews with

questionnaire as a guide for coverage of all issues. The questionnaire was
designed on the basis of the objective of the study.

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TOOLS AND TECHNIQUES OF DATA

COLLECTION:

PRIMARY DATA
Primary data was collected through questionnaire and direct

communication with customers and official staff of MK.AHMED Supermarket.

SECONDARY DATA
Secondary data on the other hand includes those data, which are
collected from company records, books and websites.

Research instrument

The main instrument used in data collection is a questionnaire that has been

constructed for this purpose. Using the above instrument the primary data has

been collected.

Questionnaire

The questionnaire included both open and close ended questions and also multiple

choice answers to be chosen by the respondents. The questionnaire was filled by

the customers of MK.AHMED Supermarket giving their opinion without any

prompting on my part.

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SAMPLING SCHEME:

SAMPLE SIZE

Totally 120 respondents have been drawn as sample size.

SAMPLING TOOL

The most common instrument in collecting the primary data is the

questionnaire. It is standardized from containing a list of question to be asked to
the respondents for the purpose of gathering data. Care was taken to use right
wording where, simple, direct unbiased and conveyed the right meaning. Finally
the question was arranged in a sequential manner.

Thus the questionnaire was designed and used in data collection. A copy
of questionnaire is included as annexure at the end of the report.

FIELD WORK

Field is very important step in the process of market research. It has

been carried out with prior planning and with utmost accuracy. It is carried out in
a very systematic manner. The prepared questionnaire was circulated among the
respondents. The fieldwork activities involve the data collection by contacting the
respondents.

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The places for data collection were at various areas under each stratum.
Briefing were made to clear away doubts explained the concept to get a better and
right response.

ANALYSIS

After the fieldwork activities are over, data collected should be properly
analyzed. Tabulating the data furnished by each questionnaire in an orderly
manner to deduce the information, relate various variables and draw conclusion on
it.

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COMPANY PROFILE

THE M.K.AHMED SUPERMARKETS SUCCESS STORY

Close to a 5 decades now, M.K.AHMED SUPER MARKET the organization

which has set industry standards in food and home needs retailing, has rigorously
maintained the very standards of quality and service which have made it the most
trusted name in households across Bangalore today.

M. K.Ahmed, in 1905 at Bangalore, even though he had incredibly humble

beginnings, his views were unique and futuristic. With a very marginal
investment, he successfully formulated 'Need based Solutions', which revealed
strong professionalism. This was clearly demonstrated in his commencing his
early business with the marketing of very small quantities of butter instead of
milk.

The enterprising AHMED’S family, pooled in its extensive knowledge,

intrinsic skills & experience to build the super market empire which is now
leading name to reckon with in Southern Bangalore for quality stationery, bakery
and confectionery products.

In 1939, the malleswaram branch of M.K.AHMED super market opened; today it

is the only supermarket of its kind, catering to the daily needs of endless
consumers, with its wide range of quality products & impeccable service

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M.K.AHMED’s-Opening a New Vista

The popularity of M.K.AHMED products all over India has opened a new
vista for setting up New Supermarkets, new Bakeries, and new Cake shops. The
Franchise Division offers the accumulated expertise and knowledge of these lines
in the form of complete plans, procedures and formulae along with
implementation assistance to entrepreneurs (individuals and firms).

Technology and Information System

Hard work, professionalism, absolute commitment to quality and service,

carefully cultivated and refined over the years, have been streamlined into a
culture-filled value system. The codified form of this tradition-rich system is the
M.K.AHMEDs Franchise Division, which was set up in September 2001.

Now which is providing full support and service to its all franchisees all
around the Bangalore through High technology based Information Systems,
Business Guidelines and so on.

BUSINESS PLANNING
Corporate planning, Franchisee business models and designing the new
system which is based on the core business principle are M.K.A’s core strength.
And M.K.A’s is practiced the iterative enhancement model from several decades.
Today is having several divisions, which are working on the different projects,
which powers the entire business model.

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FRANCHISE OPPORTUNITY

Retailing The New Age Business Organized retailing has been gaining
more and more importance in our country, with customers increasingly flocking
towards 'well-dressed' shops, which offer an exhaustive variety of products,
coupled with legendary service. Anyone interested in entering business or already
pursuing it must rigorously follow the vital principles of commerce, to ensure that
they don't get swallowed up in the shark-infested waters of competition.

24/7 Service

M.K.A’s service is just a call away. M.K.A’s provides services like

Information Technology (IT), Shop Design, Crises Management, Monitoring,
Business Advise and Training franchisee professionals. Our strength is providing
better every next time.

History of the company

Mr.M.K.Ahmed started M.K.Ahmed departmental stores in 1927 in

Bangalore city. He initially started off with a small shop, later with sheer
dedication and hard works a successful franchise with growing goodwill and
reputation. Ahmeds later joined the business and improved the franchise.

Later in the year 1946 Mr.M.K.Ahmed died. During this business started
to decline cause the responsibility fell one person. At this critical juncture Ahmeds
son Abu Becker who was only 16 year old by then joined hands with his uncle. He
even discontinued his studies to resurrect his dads dream. In the year 1956 he

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open a branch in malleshwaram with a capital of RS 500.he took various measures

of improving the franchise which later on grew to be what it is. In the beginning
they sold only imported items, electronic items, plastics, cosmetics, leather items
etc. They were the first to start home delivery system in Bangalore which was
given to customers at free of cost. This increased the goodwill and reputation of
the Franchise.

Later on Abu Becker’s 5 brothers and opened branches in different parts

of Bangalorelike magadi road, vijayanagar, indiranaga, jayanagar,
hanumanthnagar, basveshnagar. Later on he handed over the business of all
branches to his 5 brothers and he took Control of jayanagar and vijayanagar
branches. There on Abu Becker passed control to his son Mr.Hanif was clever,
efficient, hardworking, sincere and innovative. He started to provide perishable
goods like vegetable, fruits and frozen items which bought him increased sales.

FACILITIES AVAILABLE IN M.K.AHMED STORE,

JAYANAGAR.
The non-control goods at this store are high quality, cleaned and ready to use food
grains. All kinds of branded and non-branded products are sold in this store. Other
items are cosmetics, home appliance, stationery items, plastic goods, porcelain
items, steel Aluminum, brass, cooking oil, fancy articles and other items. Indents
will be received in person and over the phone as well. Credit cards facilities are
also available. Along with these there are special gifts and lottery schemes on
festivals and festivals are provided.

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Purchasing policy

The store stocks and sells around 8000 different items. The store believes
in ordering a bulk amount of goods to ensure all goods are available at all times.
However the franchise takes into consideration the movement of each item, also
the supply period and supply value. The store orders large quantities of fast
moving and slow moving goods are stored in less quantity. It orders the goods
every ten to twelve days to keep inventory in control. The store keeps a complete
close watch on market trends and Place more orders according to advantageous. It
continuously monitors the profitability on each product that is kept busy, to ensure
minimum profit margin on each product. Computerized accounting system is use,
where in every order is checked and goods inwards notes are prepared to show
margins available to the company. When a new product is introduced discussions
at sellers and top level management is held. The Product is trailed for a period of
fifteen days and if successful will place a further order for the product. The
company assures a minimum profit during this process. It is made Sure that all
branches of M.K.Ahmed super market enjoys the same margin of profit.

The following companies have now given the company special status and
whose goods and products are in turn are promoted with increased displays and
benefit:
 Britannia industries ltd
 Hindustan lever ltd
 Karnataka soaps and detergents ltd
 Parle products
 Ponds India ltd

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FUTURE AIM

The company is looking to improve and build new avenues and expand
super market operations. It’s considering bringing up a franchise at Kormanagala.
This outlet will aim at providing luxury shopping arcade, health club, beauty
parlor, restaurants, lodging and more facilities under the same roof. Its expansion
plan is really big and wants to be India’s most trusted brand of super markets

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ANALYSIS AND INTERPRETATION

Table No: 4.1 Classification of respondent on the basis of their Sex

Options Respondents Percentage

Male 42 35%

Female 78 65%

Total 120 100%

INFERENCE:

From the table it can be inferred that majority of 78 respondents out of 120
are female, when compared to male.

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Graph No:4.1 Classification of respondents on their basis of their sex

35%

Male
Female

65%

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Table No: 4.2 Classification of the respondent on the basis of

Marital status

Options Respondents Percentage

Married 85 71%

Single 35 29%

Total 120 100

INFERENCE:

From the table above it can be inferred that majority of the respondents
(71%) out of 120 are married and (29%) are not married.

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Graph No:4.2 Classification of the respondent on the basis of Marital Status

29%

71%

Single
Married

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Table 4.3 Classification of respondent on the basis of their age

Age group Respondents Percentage

10-19 5 4%
20-29 25 21%
30-39 42 35%
40-49 34 28%
Above 50 14 12%
Total 120 100%

INFERENCE:

From the table it can be inferred that majority of respondents are in the age
group of 30-39, followed by 40-49, followed by 20-29, followed by above 50 and
10-19.

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Graph No:4.3 Classification of respondents on the basis of their age.

45
40
35
30
25
Respondents
20
Percentage
15
10
5
0
1O-19 20-29 30-39 40-49 Above 50

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Table No: 4.4 Classification of the Income level of the respondents

Income Respondents Percentage

3000-5000 14 12%

6000-10000 46 38%

11000-15000 48 40%

16000&above 12 10%

Total 120 100%

INFERENCE:

It can be inferred by the table that majority of respondents (40%) are in the
income level of 11000-15000 followed by 6000-10000(38%), followed by 3000-
5000(12%) & (10%) from the income level of 16000&above.

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Graph No:4.4 Classification of the Income level of the respondents

45%
40%
40% 38%
35%
PERCENTAGE

30%
25%
Series1
20%
15% 12%
10%
10%
5%
0%
1 2 3 4
INCOME

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Table No:4.5 Classification of Respondents on the basis of their

Occupation

Occupation Respondents Percentage

Business 36 30%

Professional 18 15%

Student 13 11%

Housewife 44 37%

Others 09 7%

Total 120 100%

INFERENCE:

From the table it can be analyzed that majority of respondents are

Housewife (37%) followed by business people (30%), followed by professionals
(15%), students & others (11%) & (7%) respectively.

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Graph No:4.5 Classification of Respondents on the basis of their Occupation

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Table No:4.6 Classification of the respondent on the basis of

Awareness of M.K.Ahmed Super Market

Preference Respondents Percentage

Yes 105 88%
No 15 12%
Total 120 100%

INFERENCE:

From the above table about (88%) are aware and (12%) are not aware of
M.K.Ahmed Super Market

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Graph No:4.6 Classification of the Respondents on the basis of awareness of

M.K.Ahmed Super Market

Yes
No
12%

88%

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Table No: 4.7 Classification of sources that made the respondent aware of
M.K.Ahmed Super Market

Sources Respondents Percentage

Newspaper 09 8%

Magazines 11 9%

Television 05 4%

Family & friends 70 58%

Others 25 21%

Total 120 100%

INFERENCE:

It can be inferred from the above table that majority of respondents (58%)
are aware of M.K.Ahmed Super Market through Family & friends, followed by
(21%) others, followed by Magazines Newspapers, & television (9%), (8%) &
(4%) respectively.

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Graph No: 4.7 Classification of sources that made the respondents aware of
M.K.Ahmed Super Market

70%

60%

50%
PERCENTAGE

40%

30%

20%

10%

0%
New spaper Magazines Television Family & Others
friends

SOURCES

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Table No: 4.8 Classification of respondents on the basis of Visit

M.K.Ahmed Super Market

Preference Respondents Percentage

Yes 95 79%

No 25 21%

Total 120 100%

INFERENCE:

From the above table it is inferred that majority of respondents 95(79%)

out of 120 had visited & 25(21%) respondents out of 120 have not yet visited
M.K.Ahmed Super Market

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Graph No: 4.8 Classification of Respondents on the basis of visit

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Table No: 4.9 Classification of respondents on the basis of

Preference to visit M.K.Ahmed Super Market

Preference Respondents Percentage

Once in a month 13 10%
Whenever need 75 63%
arises
Rarely 18 15%
Others 14 12%
Total 120 100%

INFERENCE:

It can be inferred by the table that majority of the respondents (63%)

prefer to visit M.K.Ahmed Super Market whenever need arises, followed by
(15%) rarely, followed by (12%) others and followed by (10%) once in a month

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Graph No: 4.9 Classification of respondents on the basis preference to visit

M.K.Ahmed Super Market

70%
63%

60%

50%
PERCENTAGE

40%

30%

20% 15%
12%
10%
10%

0%
Once in a Whenever Rarely Others
month need arises
PREFERENCE

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Table No: 4.10 Classification of respondent on the basis of product

Availability

Attribute Respondents Percentage

Excellent 14 12%

Good 74 62%
Average 32 26%
Total 120 100%

INFERENCE:

It can be inferred by the table that majority of respondents stated that the
product availability is Good (62%), followed by (26%) Average and (12%) said
that excellent.

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Graph No:4.10 Classification of respondent on the basis of product

availability.

70%
62%
60%

50%
PERCENTAGE

40%

30% 26%

20%
12%

10%

0%
Excellent Good Average

ATTRIBUTE

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Table No:4.11 Classification of respondents on the pricing Strategy

cone by M.K.Ahmed Super Market

Attribute Respondents Percentage

Economical 94 78%

Expensive 26 22%

Total 120 100%

INFERENCE:

From the above table it is inferred that majority of the respondents stated
that the pricing strategy of M.K.Ahmed Super Market is economical (78%) and
(22%) said that it is expensive.

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Graph No:4.11 Classification of respondents on the pricing Strategy done by

M.K.Ahmed Super Market

22%

Economical
Expensive

78%

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Table No 4.12 Classification of respondents on the basis of the

. service sector at M.K.Ahmed Super Market

Attribute Respondents Percentage

Excellent 15 13%

Good 60 50%

Average 45 37%

Total 120 100%

INFERENCE:

From the above table it can be inferred that majority of the respondents
stated that (50%) rate it as good, followed by (37%) rated as Average and (13%)
said that it is excellent.

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Graph No:4.12 Classification respondents on the basis of the service sector at

M.K.Ahmed Super Market

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Table No: 4.13 Classification of respondent on Ambience.

Attributes Respondents Percentage

Convenient 15 13%

Partially convenient 70 58%

Inconvenient 35 29%

Total 120 100%

INFERENCE:

From the above table it is inferred that the respondents are partially
satisfied with the ambience provided i.e., about (58%) rate it as partially
convenient, followed by (29%) Inconvenient and (13%) as convenient.

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Graph NO:4.13 Classification of respondent on Ambience.

70%

58%
60%

50%
PERCENTAGE

40%
29%
30%

20%
13%

10%

0%
Convenient Partially convenient Inconvenient
ATTRIBUTES

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Table No: 4.14 Classification of respondent opinion about sale force at

M.K.Ahmed Super Market

Sales force
Attribute Respondents Percentage

Excellent 15 13%

Good 60 50%

Average 45 37%

Total 120 100%

INFERENCES:

From the above table it is clear that the majority of the respondent rate it as
Good (50%), followed by (37%0 as /average and (13%) said that it is excellent.

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Graph No:4.14 Classification of respondent opinion about sales force.

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FINDINGS

The study was conducted on M.K.Ahmed Super Market in Bangalore. The

sample size of the study was 120 respondents. Information regarding Customer
Satisfaction was collected through questionnaires and observation and the
following findings are follows.

1. Majority of the respondents who visited M.K.Ahmed Super Market were in

the age group of 30-39 followed by the age group of 40-49 when compare to
the age group of 20-29,followed by above 50and 10-19.

2. Majority of the respondents are aware of M.K.Ahmed Super Market through

Family & friends and others when compare to Newspapers, Magazines and
Television.

3. Female are in the Majority (65%) who are visiting often when compared to
male who score (35%).

4. Majority of the respondents are satisfied with M.K.Ahmed Super Market

5. Around 74 respondents out of 120said that the product availability is good,

followed by32 respondents who said it are Average and 14 respondents rated
it as excellent.

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6. Majority of the respondent's purchase their product whenever need arises

(63%), followed by rarely (15%); followed by once in a month (10%) and others
(12%).

7. Most of the respondent s looks for quality as the main attribute in the
M.K.Ahmed Super Market

8. Majority (78%) feels the pricing strategy done by M.K.Ahmed Super Market
are economical and followed by expensive (22%).

9. Majority of the respondents feel the service sector provided at M.K.Ahmed

Super Market is Good (50%), followed by (37%)and excellent (13%).

10. Majority of the customer find the ambience provided by M.K.Ahmed Super
Market is partially convenient (58%), followed by in convenient (29%)and
followed by convenient (13%).

11. Majority (50%) of the respondent out of 120 are of the opinion that the sales
force at M.K.Ahmed Super Market is Good, followed by (37%)average and
(13%) as Excellent.

12. Majority (40%) of respondents are in the income level of 11000-15000who are
upper middle class, followed by 6000-10000 who are of middle class,
followed 3000-5000 who are of lowed class and (10%)are of upper class.

13. Majority (88%) of the respondents are aware of M.K.Ahmed Super Market

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14. Majority of the respondents are (37%) housewife, followed by Business

people (30%), followed by (15%) Professional, followed by students (11 %)
and (7%) by others.

RECOMMENDATION AND CONCLUSION

1. It is advisable, that the company increases their number of outlets for the
convenient of the customers.

2. The company can also offer discounts, free sample etc, during festival and
on other occasions.

3. Promotional activities can be undertaken like trade show, road show etc..,
to attract new customers.

4. Awareness must be created among youth.

5. Few respondents suggested that the sales force be trained

6. It is advisable that the company advertises about its outlet and products in
daily newspapers, television, etc, so that the sales can be increased.

7. The company should produce goods according to the customer’s needs and
wants, majority of the respondents prefer in quality, quantity etc., in their
purchase decision. So the company should concentrate much on these
attributes which can help them in gaining the upper hand when compare to
their competitors

8. Sales force must be trained

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BIBLIOGRAPHY

BOOKS

1. Essentials of Marketing Management b - S.A.Sherlkar, P.N. reddy,

- H.R.Appanniah

2. Market Research by - S. L. Gupta

3. Marketing Management - Philip Kotler.
4. Consumer Behaviour - Schiffman, Leslielazar
5. Marketing Principles and strategies - Henry Assael.
6. Research Methodology - C.R. Kothari

WEBSITES
1. www.mkretail.com
2. www.marketingeye.com
3. www.marketing power.com

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Questionnaire
I am Mr. MUHAMMED AJNAS VI BBA student from NEW HORIZON
COLLAGE doing “A STUDY ON THE CUSTOMER SATISFACTION
TOWARDS GOODS AND SERVICES RENDERED BY M.K.Ahmed Super
Market” So kindly help me to fill in the questionnaire.

1. NAME:
2. SEX:
Male
Female
3. MARITAL STATUS:
Single
Married
4. AGE LEVEL:
a)10-20
b) 20-30
c)30-40
d) 40-50
e) ABOVE 50
5. INCOME:
a) 3000-5000
b) 6000-10000
c) 11000-15000
d) 16000 & above

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6. OCCUPATION:
a) Business
b) Professional
c) Student
d) Housewife
e) Others
7. ARE YOU AWARE OF M.K.A?
YES / NO

8. IF YES, HOW DID YOU COME TO KNOW ABOUT M.K.A?

a) NEWSPAPER
b) MAGAZINES
c) TV
d) FAMILY & FRIENDS
e) IF OTHERS SPECIFY

9. HAVE YOU EVER VISITED M.K.A?

YES / NO

10. IF YES, HOW FREQUENTLY DO YOU VISIT M.K.A?

a) ONCE IN A MONTH

b) WHENEVER NEED ARISES

c) RARELY

d) IF OTHERS SPECIFY

11. WHAT IS YOUR OPINION ABOUT PRODUCT AVAILABILITY?

a) EXCELLENT b) GOOD c) AVERAGE

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12. HOW DO YOU FIND THE PRICING STRATEGIES DONE BY M.K.A?

a) ECONOMICAL b) EXPENSIVE

13. HOW DO YOU FEEL THE SERVICE SECTOR AT M.K.A?

a) EXCELLENT b) GOOD c) AVERAGE

14. HOW DO YOU FIND THE AMBIENCE?

a) CONVINIENT
b) PARTIALLY CONVINIENT
c) INCONVINIENT

15. WHAT IS YOUR OPINION ABOUT SALES FORCE AT M.K.A?

a) EXCELLENT b) GOOD c) AVERAGE

16. HOW DO YOU THINK M.K.AHMED.SUPER MARKET CAN SATISFY

YOU MORE?
…………………………………………………………………………
…………………………………………………………………………
…………………………………………………………………………
………………………………………

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17. DO YOU HAVE ANY SUGGESTIONS FOR THE IMPROVEMENT OF

M.K.AHMED.SUPERMARKET ?
…………………………………………………………………………
…………………………………………………………………………
…………………………………………………………………………
………………………………………....
…………………………………………………………………
…………………………………………………………………

Thank you

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