CHAPTER 1

INTRODUCTION
1.1INRODUCTION TO THE TOPIC
A STUDY ON CUSTOMER SATISFACTION
The concept of retailing comes from an old system, and is rooted in the social
fabric. It is because, about 30 percent of spending is products and services that an
individual buy from retailers. A shopping center, shopping mall, or shopping plaza,
is the modern adaptation of the traditional marketplace. A mall is a gamut of
independent retail stores, services, which is conceived, constructed, and
maintained by a firm as a unit. Usually the definition of retailing can be described
as the act of selling of goods and merchandise from a fixed location. An
important aspect of the current economic scenario in India is the emergence of
organized retail. There has been considerable growth in organized retailing
business in recent years and it is poised for much faster growth in the near future.
Major industrial houses have entered this area and have announced very
ambitious future expansion plans. Today, organized retailing has become an
experience characterized by comfort, style and speed. It is something that offers a
customer more control, convenience and choice along with an experience.
Customer satisfaction is a term which is frequently used in marketing. Basically, it
is a measure that how the products and services supplied by a company meet or
surpass customer expectation. Organizations need to retain existing customers
while targeting new customers. Measuring customer satisfaction provides an
indication of how successful the organization is at providing products and/or
services to the marketplace. Customer satisfaction provides a leading indicator of
consumer purchase intentions and loyalty. Customer satisfaction data are among
the most frequently collected indicators of market perceptions. Usually customer
satisfaction is measured at the individual level, however, it is almost always
reported at an aggregate level. It can be, and often is, measured along with varied
dimensions. The usual measures of customer satisfaction involve a survey with a
set of statements using a Likert scale. Customer is asked to evaluate each
statement and in term of their perception and expectation of performance of the
organization being measured.

1.2INTRODUCTION TO INDUSTRY
RETAIL STORE INDUSTRY
Retail is the sale of goods and services to consumers, in contrast to wholesaling,
which is sale to business or institutional customers. A retailer purchases goods in
large quantities from manufacturers, directly or through a wholesaler, and then
sells in smaller quantities to consumers for a profit. Retailers are the final link in
the supply chain from producers to consumers.
Retail markets and shops have a very ancient history, dating back to antiquity.
Some of the earliest retailers were itinerant peddlers. Over the centuries, retail
shops were transformed from little more than "rude booths" to the sophisticated
shopping malls of the modern era. In the digital age, an increasing number of
retailers are seeking to reach broader markets by selling through multiple
channels, including both bricks and mortar and online retailing. Digital
technologies are also affecting the way that consumers pay for goods and
services. Retailing support services may also include the provision of credit,
delivery services, advisory services, stylist services and a range of other
supporting services.
Most modern retailers typically make a variety of strategic level decisions
including the type of store, the market to be served, the optimal product
assortment, customer service, supporting services, and the store's overall market
positioning. Once the strategic retail plan is in place, retailers devise the retail mix
which includes product, price, place, promotion, personnel, and presentation.

 SCOPE OF RETAILING
Retailing has a very wide scope. It is one of the fastest growing industries in India
and is providing employment opportunities to many people. Retailing provides
employment in two ways. Firstly, it provides entrepreneurship opportunities to
the people and secondly, it provides employment to so many people who cannot
own the retail stores. With the increase in the purchasing power of the people
and the rural reach of the retailers, the scope of retailing has increased manifold.
The scope of retailing can be viewed from the two viewpoints. One from the
retailer’s, i.e., the entrepreneur’s perspective and the other from the employee’s
perspective. 1. Retailer’s Perspective: From the retailer’s perspective, retailing
can include anything that the retailer wishes to sell. It may be goods or services.
These may include goods such as mobiles, computers, electronics, readymade
garments, textiles and clothing, jewellery, books, paintings, medicines, stationery,
watches, or may include services such as catering, hospitality, hospitals etc.
However, in certain cases permission in form of license is required to be obtained
from the government. In such cases the retailer will have to comply with all the
legal formalities before starting a business. For example, a license is required to
operate a chemist’s shop. Hence, the retailer must possess the required
qualifications and hence may apply for the license. 2. Employee’s Perspective:
Retailing has provided tremendous opportunities of employment. The retailers
operating at a small level required small number of employees to help them in
business. These employees were appointed as salesmen, cleaners, cashiers, etc.
by the retailers. But with the increase in the scope of operations and the growth
of retailing, there has been tremendous change in the industry. Now the retailers
operate at bigger levels having separate departments for everything such as
finance, marketing, advertising and sales, human resource development, etc.
Hence, the retailers provide enormous opportunities to the employees.
1.3INTRODUCTION TO COMPANY
1 Grand Hyper

Over the past two decades, the Regency Group has grown to become one
of the top retail management and distribution groups in the GCC region under
brand name "Grand". The group currently operates Grand Shopping Malls, Grand
Hypermarkets and Grand Xpress in Middle East and India. We operate in UAE,
Qatar, Oman, Kuwait, Saudi Arabia, India, China, Thailand and Azharbaijan with an
annual turnover of AED 1.6 Billion of which over 60% derives from retail.
The Regency Group employs more than 4,000 personnel and serves over
100,000 customers every day. The Regency Group strongly believes in the power
of technology to change lives for the better. They use it as a tool to aid human
development. They invest heavily in Research and Development and focus on
innovation in every stream of their activity. The group is seen as a pioneer in
implementing several key technological advancements, especially in the retail
sector.
The Grand story began in 1994, with the founding of the Regency Group for
Corporate Management by the late visionary Mr. Aslam Bin Mohiyuddin. Mr.
Mohiyuddin dreamed of building an organization that not only achieved great
business success, but also excelled in creating opportunities and offering value to
its customers and patrons.
The group has set up several CSR initiatives to contribute to the welfare of
the societies they operate in. In the inspiring words of their Managing Director,
Dr. Anwar Ameen Chelat, the real secret to their success over the years is their
"human approach to business and the unwillingness to compromise on customer
welfare at any cost".

2. RELIANCE MARKET

Traditional retail is characterized by presence of over 15 million Karana

shops in the country. These Karana shops operate their retail business on a
fragmented distribution network with presence of a number of
intermediaries. Reliance Market, the wholesale cash and carry store chain
aims at supporting their growth and providing them with a modern
distribution system.
 Reliance Retail opened the first Reliance Market in 2011 and since then
Reliance Market has grown rapidly with 52 stores serving over 4 million-
member partners.

Reliance Market operates on the principle of 'less is more' i.e. 'buy for less'
– 'operate for less' – 'sell for less' relying on higher efficiency of asset
utilization and passing on higher value to customers. The societal value thus
created by Reliance Markets helps in supporting member partners to be
more profitable.

Reliance Market enjoys strong patronage of its registered member partners

by offering them a wide assortment of groceries, home and personal care
products, consumables, general merchandise, apparel, and footwear and
home appliances.

Sharing benefits of strong sourcing capabilities and relationships with a

large network of vendors, Reliance Market offers regional, national and
international brands to its partners and help them prosper.

Reliance Market’s strong own brand portfolio further brings relevant

offerings to its shelves thereby offering large assortment of core and
complementary products.

3. CENTREAL BAZAAR
Centreal Bazaar is a chain of retail concept supermarkets with the most modern
amenities within the reach of the common man.
Fully backed up by CFCICI India Ltd, a Multi-State Credit Co-operative Society
registered under Govt. of India, Centreal Bazaar aims to become the most
prominent supermarket chain in India, delivering value to all stakeholders.
They encourage and expect collaboration, teamwork and the active involvement
of all associates. While the collaboration with the local retailers will allow them to
reach a bigger customer base which in turn will help them scale their business
manyfolds, the customers will receive every product under one roof at the most
affordable prices.
Centreal Group recognizes the importance of providing an inclusive environment
for all team members and customers through our capacity building program.
Understanding and responding to the needs of our communities is best
accomplished when they reflect, encourage and value the diversity of their team
members and our customers.
To be the most preferred Chain of Retail Supermarket brand with a focus for
customer satisfaction while supporting local vendors and promoting local
products
mission is to build an inclusive community that benefits from engaging with us
and in the process, empowering both the consumers as well as the Local Vendors
and Producers / Farmers.
4.MORE
More Retail Private Limited is a national omni-channel food and grocery retailer.
MORE operates its stores under two formats – More Supermarkets and More
Hypermarkets and also offers online grocery via its mobile app. More Retail was
previously known as Aditya Birla Retail Limited when it was part of Aditya Birla
Group. before More was sold to investors led by Samara Capital and Amazon.
More Retail has a network of 878 Supermarkets in 30 cities and 40 Hypermarkets
in 12 cities. The company is headquartered in Mumbai and has offices in Kolkata
and Bengaluru.
Aditya Birla Group entered the retail industry with the acquisition of Trinethra
Super Retail in 2007.[5] Trinethra Super Retail had over 172 stores spread across
four states - Andhra Pradesh, Karnataka, Tamil Nadu and Kerala. In Tamil Nadu
and Andhra Pradesh, Trinethra brand was being used, while in Karnataka and
Kerala, Fabmall brand was being used. all the stores were rebranded as "More.
stores.[6]
1986 - K Anjaneyulu and his wife established Trinethra Super Retail, a Hyderabad-
based supermarket chain and expands its presence to 170+ stores in the next 20
years. 2007 - Aditya Birla Group entered the retail industry with the acquisition of
Trinethra Super Retail. Trinethra Super Retail had a strong footprint with over 172
stores spread across four states - Andhra Pradesh, Karnataka, Tamil Nadu and
Kerala. In Tamil Nadu and Andhra Pradesh, Trinethra brand was being used, while
in Karnataka and Kerala, Fabmall brand was being used. ABG rebranded Trinethra
as the More Retail.
5. BigBazzar
Big Bazaar is not just another hypermarket; it caters to every need of your family.
Where Big Bazaar scores over other stores is its value for money proposition for
Indian customers.
We guarantee that at Big Bazaar you will definitely get the best products at the
best prices. With the ever-increasing array of in-house brands, it has opened
doors in the world of fashion and general merchandise, including home
furnishings, utensils, crockery, cutlery, sports goods and much more at prices that
will surprise you. And this is just the beginning.
 QUESTINIRE

1. What is your most important priority?

2. On a scale of 1 to 10, how satisfied are you with your in-store

Experience today

3. How likely are to recommend this super market to others?

4. Did the store have a reasonable return and exchange policy

5. Why choose us over competitors

6. What is the first impression when you entered the store?

7. How could we have made this experience better for you?

8. Did the cashier process the transaction quickly and effectively?

9. Were the items you looked for easy to find?

10. How many times do you shop from this store?

11. According to your purchase list what percent of product do you
Nearly get at this store?
12. Which 3 features are the most valuable to you?

13. Compare to our competitors is our product quality better,

Worse, or about the same

14. What would you say to someone who asked about us?

15. What features do you look for shopping at a supermarket?

16. How do you rate the customer service from supermarket?

17. How often would you shop from our store?

18. If you were unhappy with us what can we do to get you to

Come back

19. How do you feel about your overall experience at this store?

20. Do you have any additional comments or feedback for us?