A Study On Customer Satisfaction Towards Departmental Stores in Coimbatore

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.
,
DEPARTMENTAL STORED IN COIMBATORE COIMBAOTRE, TAMILNADU, INDIA
CHAPTER – I
INTRODUCTION
a. INTRODUCTION OF THE STUDY
Gone are the days were the consumer went in search of
materials from shop to shop. Today, things are made available in one
shop, one place. These days, consumer buying is not mere transfer of
item from seller to buyer. Consumer wants buying to become a
happy affair. They would like to see, touch and feel the commodities
that they buy. Understanding this psychology for the consumer many
organizations have come to make purchase of happy affair.
I.1. MARKETING
Marketing is more important as it relates to consumer and their
needs, whatever may be the objectives of business, the main in
which it has to concentrate will be marketing. Business today,
concentrating on marketing is found to be fairly successful though
success depends on many other factors. The purchase decision being
an essence is an important aspect of marketing. Consumers are liable
for influence under different environment.
1
A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,
Under these circumstances a study has been conducted to
analysis the preference of consciences towards departmental stores.
Channel of distribution is also called marketing channel or trade
channel, are used to provide consumer with a convenient means of
obtaining the products and services they desire. Thus, the route or
path through which goods more from the place of production to the
place of consumption is called channel to distribution. There are
various persons or business consumer such as middlemen consisting
of wholesalers and retailers.
I.2. DEPARTMENTAL STORES
A departmental store, a retail trade shop, was started at
strategic place to please the customer by giving him the choice of
selecting all that he wants. There are number of departmental stores
like Kannan Departmental stores, Food World, Subiksha, More for
U, etc. Every business is based on understanding the consumer and
providing the kind of products that the consumer want every
businessman today makes some effort to convince the consumer for
buying a product in a particular shop and for this reason, the
researcher has under taken a survey as to why they prefer
departmental store?
2
What are the reasons for their purchase at a departmental
store? What makes them to select departmental stores? That other
forms of retails outlet in Coimbatore city.
II. STATEMENT OF PROBLEM
The study of the consumer behaviour enable us to analysis
one’s own decision in buying. The very look of the departmental
store attracts people, the way in which products are visited not only
to buy, but also spend sometimes in the cafeteria and to enjoy the
atmosphere, the consumer takes a look to choose the product and
understands the inferential as well as the external factors. This is
done in a clean unpolluted atmosphere in departmental store. It is a
matter for study as to why people come and buy from a departmental
store.
3
c. OBJECTIVES OF THE STUDY
The objectives of the study are:
1. To study the factor influencing the customers to purchase
house hold articles from departmental store.
2. To study the needs of the customers at the place of
purchase.
3. To study the consumer’s opinion and ideas about the price,
quality and services rendered by the departmental stores.
4. To study the sales services provided by the departmental
stores.
5. To suggest, improve in sales and functions in the
departmental stores based on results.
4
d. METHODOLOGY
The primary methods of data collection that is questionnaire
technique was used to collect the data required. Respondents include
both male and female. Convenience sampling method has been
adopted under the non-probability sampling technique and about 100
samples have been collected for the study.
The questionnaire consists of four parts namely, personal
information, purchasing pattern, details about products and
customers services provided at the store. The questionnaire was
designed in such a way that the respondents were able to express
their opinions and ideas freely and frankly.
e. SAMPLE AREA OF THE STUDY
The area covered under the study is in Coimbatore city.
f.PERIOD OF THE STUDY
The study was conducted during the period January 2008 to
march 2008.
g. STATISTICAL TOOL FOR ANALYSIS
The collected data has been analyzed using percentage
analysis and diagrams.

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h. LIMITATION OF THE STUDY
1. The area of study is restricted to Coimbatore city.
2. For convenience purpose, the population taken for the study
refers to the customers of Kannan departmental stores,
Foodworld and Subiksha.
3. The data was collected for the month of January 2008 to
march 2008.
4. In order to complete the study within the time frame, the
number of respondents had been restricted to 100.
6
i. CHAPTER SCHEME
Chapter I
It gives a brief introduction about the study, scope, objective,
methodology and limitation of the study.
Chapter II
It deals with the concept of buyer behaviour and departmental
store, their features and advantages taken for the study.
Chapter III
It covers the analysis and interpretation of the collected data.
Chapter IV
It covers the various findings and suggestions of the study
along with the conclusion.
7
CHAPTER II
BUYER BEHAVIOUR AND DEPARTMENTAL
STORE
a. INTRODUCTION
Today business faces a lot of challenges. The major work of
today’s business is not only to face and survive with competitors but
also to study consumer’s needs and analysis their behaviour. Though
starting a business today is easy, surviving and attaining success is
an important issue to be given importance. Business, in olden days,
the major work of business was to concentrate on production lines,
but today the scene is different. Marketing as a business function is
charges with the movement of products and services from the
producer to the user. Under this concept, a business is managed with
the sole purpose of making and selling what the customer wants, in
the way he wants it, when and where he wants it, and at a price he is
willing to pay.
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I.1. CONSUMER BEHAVIOUR
Consumer behaviour is defined as that behaviour exhibited by
people in planning, purchasing and using economic goods and
services. Buyers behaviour is the process by which individuals
decide whether, what, when, where, how and from whom to
purchase goods and services.
“Instead of trying to market what is easier for us to make, we
must find out much more about what the consumer is willing to buy
– we must apply our creativeness more intelligently to people, and
their wants and needs rather than to product” – Charles G. Martina
emphasizing on the above statement, the target of all marketing
activities should be consumers. The firms have to device plans and
implement them so as to achieve consumer satisfaction. This calls
for an analysis of how consumer behaves in the market place. Buyer
behaviour may be viewed as an orderly process whereby the
individual interacts with his environment for the purpose of making
market decisions on products and services.
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Thus, the chief characteristics of buyer behaviour are:
1. It includes observable physical activities, such as walking
through the market to examine the products and in making
a purchase, and mental activities – such as forming
attitudes, perceiving advantages materials and learning to
prefer a particular brand. The consumers apply both the
activities to acquire goods and services and obtain
satisfaction from them.
2. Consumer behaviour is a complex and dynamic concept,
too constantly changing, and therefore management need to
adjust with the change, otherwise the market may be lost.
3. The individual’s specific behaviour in the market place is
affected by interval factors such as needs, motives,
perception and attitudes as well as by external or
environmental influences such as the family, social groups,
cultural, economic and business influences.
To achieve a better understanding of the consumer behaviour,
study of those disciplines, which may provide some explanations as
to “why people behave as they do” is required. The internal and
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external forces and influences interact in highly complex ways,
affecting the individual’s total pattern of behaviour as well as his
buying behaviour.
I.2. BUYING DECISION PROCESS
This model implies that consumer pass through all five stages
in buying something. This is not the case in respect of low –
involvement purchases. Consumer might skip or reverse some of
these stages. Understanding consumer needs and buying process is
essential to building effective marketing strategies.
BUYING DECISION PROCESS
PROBLEM RECOGNITION
INFORMATION SEARCH
EVALUATION OF ALTERNATIVES
DECISION - MAKING
TO BUY NOT TO BUY
POST-PURCHASE BEHAVIOUR
11
I.3. PROBLEM RECOGNITION
The buying process starts with the buyer recognizing a
problem or need. The buyer senses a difference between his or her
actual state and a desired state. The need can be aroused by internal
or external factors. In the former case, the person’s normal needs –
hunger, thirst, sex rises to threshold travel and becomes a drive. The
person out of experience has learned to cope up with the drive and
its motivated towards a class of objects that he or she knows will
satisfy the drive.
I.4. INFORMATION SEARCH
As the next step, a consumer will try to search for more
information from various sources, to have an idea about the
competing brands and their features and to purchase accordingly.
The various sources which provide information are:
1. Personal sources - Family friends, Neighbours, etc.
2. Commercial sources - Advertisements, Salesmen, Dealers,

Packages
3. Public sources - Mass Media
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4. Experimental source - Examining, using and handling the

product
I.5. EVALUATION OF ALTERNATIVES
A consumer uses information to arrive at a set of final brand
choices. The question is, how does the consumer choose among the
alternative brands in the choice set? He evaluates the various
alternatives available in the market on the basis of certain attributes.
There is no simple and single evaluation process used by all
consumers or by one consumer in all buying situations. The
attributes of interest to buyer vary by product, their need, quality,
style, etc.
I.6. PURCHASE DECISION
Having evaluated the purchase alternatives, he has to decide
whether to buy or not to buy. If he has decided to buy, then he has to
take decisions regarding the brand, the quantity of purchase, the
place of purchase and the mode of payment to the made.
13
I.7. POST PURCHASE BEHAVIOUR
After purchasing the product, the consumer will experience
some level of satisfaction or dissatisfaction. This will influence his
subsequent behaviour. If he is satisfied, he will show more interest
to buy the product the product or get information that might confirm
its high value. Hence, to satisfy a consumer, a market must try to
convince him to choose a product, the attributes for which a
consumer gives importance must be analyzed.
The marketer’s job does not come to an end as soon as the
product is being bought, but continues into the post purchase period.
Further, proper understanding of the various participant’s behaviour
in the buying process and the major influences on their buying
behaviour, will help the marketers to design effective marketing
programs for their target markets.
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II.1. FACTORS THAT INFLUENCE BUYER BEHAVIOUR
Throughout the buying process, various factors may influence
the buyer. A person’s culture, social class, reference groups and self-
image all have a bearing on the purchase decision. As to the
situational factors like the presentation of the product, the events in
the buyer’s life and the person’s mood at the time of purchase also
induce him to purchase a product of his choice.
II.2. CULTURAL FACTORS
Culture is the most fundamental of a person’s wants and
behaviour. It refers to a set of learned beliefs, attitudes, values,
customs, habits, etc., and determines human wants and behaviour.
Separate marketing strategy can be developed for each culture and
market can be segmented for patterns of behaviour varying between
different cultures.
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II.3. SOCIAL FACTORS
Social factors include the following:
a. Reference groups
People are influenced by many groups. The various reference
groups are
 Membership Groups
These are groups to which the person belongs and
interacts. These groups have a direct influence on its member’s
behaviour.
 Primary Groups
This includes groups of friends, family members,
neighbours, co-staff, etc. The consumer has a fairly continuous
interaction with his friends, family, neighbours, etc.
 Secondary Groups
This includes religions groups, professional groups, etc.,
with whom the consumer has only a less continuous
interaction.
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 Aspirational Groups
These are the groups to which a person would like to
become its members as well as influenced by them.
b. Family
Family can influence a person’s buying behaviour because
most consumers belong to a family. Marketers should study
the role and the relative influence of the husband, wife and
children in the purchase of product or services.
c. Social Class
The different classes namely, upper class, middle class and
lower class also determine the behaviour of a person to
purchase his products. Low class customers buy usually on
impulse and do not even care to read advertisement much.
Middle class consumer purchase carefully and read
advertisements much to know and compare the prices of
different procedures engaged in the same line of activity.
Upper class consumers want high class goods maintain
their status in the society.
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II.4. PERSONAL FACTORS
A buyer’s behaviour is also influenced by personal factors
such as age, occupation, income, life style, etc.
a. Age
People buy different products at their different life stage,
their taste, preferences, etc., also change with change in life
stage. For instance, taste in dress materials, recreation etc.,
are age related.
b. Occupation
For certain occupation, the purchase of certain type of
products is necessary. For example, a sales representative
will buy fancy dress, shoes, suitcase, etc., to win the
attention of the people. Similarly, a chief executive of a
company will buy costly suits, undergo air travel, etc.
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c. Income
Income being the main source of purchasing power, the
buying pattern of people differs with different level of
income.
d. Life Style
The term life style refers to the person’s pattern of living in
the world. People belong to same social class, occupation,
may lead quite different life styles. Life style attempts to
profile a person’s way of being and acting in the world.
II.5. PSYCHOLOGICAL FACTORS
A person’s buyer behaviour is also influenced by the following
psychological factors.
a. Motivation
A motive as an inner urge that moves a person to some
action. People buy goods as a result of certain mental as
well as economical forces that create desires of buying such
goods.
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b. Perception
“Perception is the process by which an individual selects,
organizes and interprets information inputs to create a
meaningful picture of the world”. Persons at the same
motivated stage may act in a quite different manner if they
perceive the situation differently.
c. Learning
Learning may be defined as all changes in an individual’s
behaviour arising from past experience. Learning is the
main aspect in the study of human behaviour. Buying
decisions are affected critically by the learning experience
of buyers.
d. Attitudes
An attitude is a state of mind feeling. If may be described as
a person’s emotional feeling, action, tendencies towards
some idea or object. If a person has an attitude towards a
product, it is difficult to change his attitude because a
person’s attitude settles into a consistent pattern. It induces
him to behave in some way. People have attitudes towards
each and everything and to study the buyer behaviour it has
to be taken into notice.
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CHAPTER III
ANALYSIS AND INTERPRETATION OF DATA
INTRODUCTION
All the information collected from the sample respondents
is analyzed and the results presented at the end of this chapter.
The data analysis are related to the customer need in a
departmental store, various factors influencing their purchase
and their opinion regarding the products price, quality and etc,
and the after sales services rendered by the departmental store.
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Table No. 3.1

TABLE SHOWING THE AGE GROUP OF THE
RESPONDENTS
AGE NO. OF RESPONDENTS PERCENTAGE (%)
BELOW 20 19 19
21 TO 30 46 46
31 TO 40 23 23
ABOVE 40 12 12
TOTAL 100 100
INFERENCE:
The above table representing the age group of the
respondents. More than one-third (46%) of the respondents,
belong to the age group of 21 – 30 years, 23% of the
respondents are belong to the age group 31 - 40 years and a
least of 12% belong to the age group of above 40 years.
22
23
Table No. 3.2

TABLE SHOWING THE SEX OF THE RESPONDENTS
NO. OF
GENDER PERCENTAGE (%)
RESPONDENTS
MALE 42 42
FEMALE 58 58
TOTAL 100 100
INFERENCE:
The table representing the sex of the respondents. It shows
that, about 42% of the respondents are male and 58% of them
are female.
24
25
Table No. – 3.3
TABLE SHOWING THE MARITAL STATUS OF THE

RESPONDENTS
NO. OF PERCENTAGE
MARITAL STATUS
RESPONDENTS (%)
MARRIED 57 57
UNMARRIED 43 43
TOTAL 100 100
INFERENCE:
The table shows the marital status of the respondents.
It reveals that, about 57% of the total respondents are married
and others are unmarried.
26
27
Table No. 3.4

TABLE SHOWING THE EDUCATIONAL
QUALIFICATION OF THE RESPONDENTS
EDUCATIONAL NO. OF
PERCENTAGE (%)
QUALIFICATION RESPONDENTS
SCHOOL LEVEL 30 30
DEGREE / DIPLOMA 32 32
PG 23 23
PROFESSIONAL 15 15
TOTAL 100 100
INFERENCE:
The above table showing the educational qualification of
the respondents. It reveals that nearly one-third (32%) of the
respondents are Degree / Diploma holders. Followed by 30% of
the respondents are school level and least respondents (15%) are
professionals.
28
29
Table No. – 3.5
TABLE SHOWING THE OCCUPATIONAL STATUS OF THE

RESPONDENTS
NO. OF
OCCUPATION PERCENTAGE (%)
RESPONDENTS
STUDENT 23 23
HOUSE WIFE 27 27
EMPLOYED 26 26
BUSINESS 24 24
TOTAL 100 100
INFERENCE:
Above table showing the occupational status of the
respondents. It reveals that, more than one-forth (27%) of the
respondents are house wife, followed by 26% of the respondents
are employed and least no. of respondents are students.
30
31
Table No. 3.6
TABLE SHOWING THE MONTHLY INCOME OF THE FAMILY

OF THE RESPONDENTS
MONTHLY INCOME NO. OF RESPONDENTS PERCENTAGE (%)
UP TO Rs.3000 4 4
Rs.3001 TO Rs.6000 25 25
RS.6001 TO Rs. 9000 32 32
Rs.9001 TO Rs.12000 39 39
TOTAL 100 100
INFERENCE:
The above table showing the monthly income of the
respondents. It tells that 39% of the respondents are having the
monthly income of above Rs.9,000, 32% of the respondents are
having monthly income of Rs.6,001 – Rs.9,000. And the least
(4%) number of the respondents are having monthly income of
the less than Rs.3,000.
32
33
Table No. – 3.7
TABLE SHOWING THE NUMBER OF MEMBERS IN THE

FAMILY OF THE RESPONDENTS
FAMILY SIZE NO. OF RESPONDENTS PERCENTAGE (%)
UP TO 2 10 10
3 TO 4 56 56
5 TO 6 31 31
ABOVE 6 3 3
TOTAL 100 100
INFERENCE:
The table representing the size of the family. It reveals that
more than 56% of the respondents are belongs to the family size
of 3 – 4 members. And least 3% of the respondents are belongs
to the family size of above 6.
34
35
Table No. – 3.8

TABLE SHOWS THE NORMALLY THE PRODUCTS
PURCHASED BY THE RESPONDENTS
NORMALLY PRODUCTS
NO. OF RESPONDENTS PERCENTAGE (%)
PURCHASED FROM
DEPARTMENTAL STORES 52 52
SHOPS / MARKETS 46 46
SALES REPRESENTATIVES 2 2
EXHIBITION 0 0
TOTAL 100 100
INFERENCE:
Above table showing the sources of purchases of the
respondents. It reveals that more than 50% of the respondents
are purchasing the products from departmental stores. And less
than 50% of the respondents are purchasing products from shops
/ market.
36
37
Table No. - 3.9

TABLE SHOWING THE MEDIA INSIST TO PURCHASE
IN DEPARTMENTAL STORES
SOURCE OF
INFORMATION
TELEVISION 26 26
NEWS PAPER 22 22
PAMPHLETS 9 9
WORD OF MOUTH 43 43
TOTAL 100 100
INFERENCE:
The table representing the source of awareness about the
departmental stores. It shows that 43% of the respondents are
aware of the departmental stores through word of mouth
advertisement and a least percentage of 9% are aware of the
store through pamphlets.
38
39
Table No. – 3.10
TABLE SHOWING THE CUSTOMERS MOST

FAVOURABLE DEPARTMENTAL STORE
FAVORABLE NO. OF PERCENTAGE
STORE RESPONDENTS (%)
KANNAN 58 58
FOOD WORLD 15 15
SUBHIKSHA 14 14
OTHERS 13 13
TOTAL 100 100
INFERENCE:
Above table representing the favourable departmental
store of the respondents. It tells that more than 50% of the
respondents are going to the Kannan departmental store and
least percentage of 13% are going to other departmental sotres.
40
41
Table No. – 3.11

THE TABLE SHOWING THE REASON FOR
PURCHASING THROUGH DEPARTMENTAL STORES
PERCENTAGE
REASON FOR PURCHASE NO. OF RESPONDENTS
(%)
CONVENIENT 22 22
PRESTIGE 11 11
LESS COST 23 23
MORE QUALITY 32 32
TIME SAVING 12 12
TOTAL 100 100
INFERENCE:
The table showing the reasons for purchasing through
departmental stores. Nearly one – third (32%) of the respondents
are prefer the store due to more quality, followed by 23% of the
respondents are prefer the store due to less cost and least 11% of
the respondents are prefer the store due to prestige.
42
43
Table No. – 3.12

TABLE SHOWING THE NUMBER OF YEARS
PURCHASED THROUGH DEPARTMENTAL STORES
NO. OF YEARS
PURCHASING FROM
DEPARTMENTAL
STORES
LESS THAN ONE YEAR 15 15
1 TO 2 YEAR 30 30
2 TO 3 YEARS 17 17
ABOVE 3 YEARS 38 38
TOTAL 100 100
INFERENCE:
Above table representing the number of years purchasing
form departmental stores it reveals that the more than one-third
(38%) of the respondents are belong to the category above 3
years followed by 30% of the respondents are belong to the
category 1 – 2 years and least percentage of 15% are belong to
the category less than a year.
44
45
Table No. – 3.13

TABLE SHOWING THE TYPE OF PRODUCT
PURCHASED THROUGH DEPARTMENTAL STORE.
TYPE OF PRODUCT BUY

FROM DEPARTMENTAL NO. OF RESPONDENTS PERCENTAGE (%)
STORE
FRUITS AND
15 15
VEGETABLES
PROVISIONS AND
26 26
GROCERIES
COSMETIC PRODUCTS 4 4
HEALTH CARE
6 6
PRODUCTS
STATIONARY PRODUCTS 2 2
ALL THE ABOVE 47 47
TOTAL 100 100
INFERENCE:
The table representing the items purchased from
departmental stores. It reveals that nearly 50% of the
respondents are purchase all the above mentioned products 26%
of the respondents are purchase provisions and groceries and
least percentage of the 2% are purchase only health care
product.
46
47
Table No. – 3.14

TABLE SHOWING THE HANDLING OF DAMAGED
PRODUCT IN DEPARTMENTAL STORE
NO. OF PERCENTA
DAMAGE HANDLING
RESPONDENTS GE (%)
IMMEDIATE
61 61
RECTIFICATION
DELAY IN
16 16
RECTIFICATION
NO EXCHANGE 14 14
NO RESPONSE 9 9
TOTAL 100 100
INFERENCE:
The above table shows the damage handling by the
departmental stores. It reveals that more than 60% of the
respondents are getting immediate rectification from the
damages 16% of the respondents are getting late rectification
and least percentage of the 9% are getting no response from the
stores.
48
49
Table No. – 3.15

THE TABLE SHOWING THE FREE DELIVERY
SERVICE IN DEPARTMETAL SOTRES
PERCENTAGE
FREE DOOR DELIVERY NO. OF RESPONDENTS
(%)
ALWAYS 35 35
OFTEN 20 20
SOMETIMES 28 28
NO 17 17
TOTAL 100 100
INFERENCE:
Above table shows the free door delivery rendered by the
departmental store. It says that more than one-third (35%) of the
respondents getting free door delivery always. Followed by 28%
of the respondents are getting free door delivery sometimes.
Only least percentage of 17% are getting no free door delivery.
50
51
Table No. – 3.16
TABLE SHOWING THE PARKING FACILITY IN

DEPARTMENTAL STORE
NO. OF PERCENTAG
PARKING FACILITY
RESPONDENTS E (%)
TWO WHEELER ONLY 39 39

FOUR WHEELER
3 3
ONLY
BOTH 28 28
NO PARKING
30 30
FACILITY
TOTAL 100 100
INFERENCE:
Above table reveals the parking facility of the
departmental stores. It says that nearly two-fifth (39%) of the
respondents are enjoying only two wheeler parking facility,
followed by 30% are getting no parking facility and least
percentage of 3% are getting only four wheeler parking facility.
52
53
Table No. – 3.17
TABLE SHOWING THE DISCOUNTS AND BENEFITS

RENDERED BY THE DEPARTMENTAL STORES
DISCOUNT AND NO. OF

PERCENTAGE (%)
BENEFITS RESPONDENTS
ALWAYS 11 11
OFTEN 23 23
SOMETIMES 50 50
NO 16 16
TOTAL 100 100
INFERENCE:
The above table representing the discounts and benefits
enjoyed by the respondents, it says that 50% of the respondents
are enjoying the discounts and benefits sometimes only, 23% of
the respondents enjoying the discounts and benefits often and
least percentage of 11% are enjoying always.
54
55
Table No. – 3.18

TABLE SHOWING THE CUSTOMERS CARE SERVICE
EFFECTIVE IN DEPARTMENTAL STORE
NO. OF
CUSTOMER CARE PERCENTAGE (%)
RESPONDENTS
HIGHLY SATISFIED 43 43
SATISFIED 26 26
FAIR 19 19
DISSATISFIED 12 12
TOTAL 100 100
INFERENCE:
The above table shows the customer care service of the
departmental store. It tells that more than two-fifth (43%) of the
respondents are highly satisfied with the customer care service,
more than one-fifth (26%) of the respondents are satisfied with
the customer care service and 12% of the respondents are
dissatisfied with the customer care service.
56
57
Table No. – 3.19

TABLE SHOWING THE SATISFACTION OF PRODUCT
PURCHASED THROUGH DEPARTMENTAL STORE
SATISFIED
PERCENTAGE
WITH NO. OF RESPONDENTS
(%)
THE PRODUCTS
YES 76 76
NO 24 24
TOTAL 100 100
INFERENCE:
Above table reveals the customer’s satisfaction towards
the products. It says that more than three-fourth (76%) of the
respondents are satisfied with the products and less than one
forth (24%) of the respondents are not satisfied with the product.
58
59
Table No. – 3.20

TABLE SHOWING THE REASON FOR NOT
SATISFYING THE CUSTOMER IN DEPARTMENTAL
STORES
IF NO THE NO. OF
PERCENTAGE (%)
REASON RESPONDENTS
MORE COST 7 29
HIGH
3 12
INVESTMENT
NO BARGAINING 13 54
OTHERS 1 4
TOTAL 24 100
INFERENCE:
Above table dealt with the reasons for not satisfied with
the products. It reveals that, more than 50% of the respondents
are not satisfied because of the no bargaining, 29% of the
respondents states that there is more cost for the products.
60
61
Table No. – 3.21
THE TABLE SHOWING THE DIFFICULTY OF BUYING THE

PRODUCT THROUGH DEPARTMENTAL STORE
DIFFICULTY IN NO. OF
PERCENTAGE (%)
BUY RESPONDENTS
YES 45 45
NO 55 55
TOTAL 100 100
INFERENCE:
Above table reveals the difficulty faced by the respondents
while purchasing. It says that 45% of the respondents are facing
some difficulties while purchasing and 55% of the respondents
are not facing any difficulty.
62
63
Table No. – 3.22

TABLE SHOWING THE REASON FOR DIFFICULTY OF
BUYING THE PRODUCT THROUGH DEPARTMENTAL
STORE
PERCENTAGE
IF YES THE REASON NO. OF RESPONDENTS
(%)
TIME CONSUMING 19 42
TOO MUCH FORMALITIES 7 16
DELAY IN RECEIVING
17 38
THE PRODUCTS
OTHERS 2 4
TOTAL 45 100
INFERENCE:
The above table represents the reason for difficulty of
buying the products through departmental store. It reveals that ,
48% of the respondents are saying that the departmental store is
time consuming, followed by 38% of the respondents are saying
that receiving the products are getting delay.
64
65
Table No. – 3.23

TABLE SHOWING THE FAMILY MEMBERS
SATISFIED WITH THE DEPARTMENTAL STORE
FAMILY MEMBERS NO. OF

PERCENTAGE (%)
SATISFIED RESPONDENTS
YES 90 90
NO 10 10
TOTAL 100 100
INFERENCE:
The above table reveals the satisfaction of the respondent’s family
members. It reveals majority of the respondent’s family members are
satisfied with the departmental store.
66
67
Table No. – 3.24
TABLE SHOWING THE WILLINGNESS OF RESPONDENTS TO

RECOMMENDING OTHER TO BUY IN DEPARTMENTAL
STORE
RECOMMEND
OTHERS TO BUY
NO. OF
IN PERCENTAGE (%)
RESPONDENTS
DEPARTMENTAL
STORES
YES 84 84
NO 16 16
TOTAL 100 100
INFERENCE:
Table representing the willingness of respondents to
recommend others to buy in departmental stores. It says that
more than four-fifth (84%) of the respondents are having
willingness to recommend other to buy in departmental stores.
68
69
Table No. – 3.25

TABLE SHOWING THE ADVANTAGE OF
DEPARTMENTAL STORES THAN OTHER STORES
ADVANTAGES THAN NO. OF

PERCENTAGE (%)
OTHER RESPONDENTS
YES 83 83
NO 17 17
TOTAL 100 100
INFERENCE:
Above table represents the advantages of departmental
store than other store. It reveals that the more than fourth-fifth
(83%) of the respondents are accepting that the department
stores are more advantagus than other.
70
71
CHI-SQUARE TEST
Chi-square test is one of the simplest and most widely used non-
parametric tests in statistical work. This test was first used by Karl
Pearson in the year 1900. The quantity describes the magnitude of the
discrepancy between theory and observation.
It is a method to test the relationship between the theoretical

(hypothesis) & the observed value.
Chi – square test (X2) = ∑ (O – E)2 / E
Degrees Of Freedom = V = (R – 1) (C -1)
Were,
‘O’ = Observed Frequency
‘E’ = Expected Frequency
‘R’ = Number of Rows
‘C’ = Number of Columns
For all the chi-square test the table value has taken @ 5% level of
significance.
72
TABLE NO. 3.1
CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN

AGE AND SATISFACTION LEVEL
LEVEL OF SATISFACTION
AGE TOTAL
HIGH MODERATE LOW
UPTO 20 2 22 1 25
21 - 30 15 36 13 64
31 - 40 0 5 0 5
ABOVE 40 1 6 3 10
TOTAL 18 69 17 104
H O: There is no significant relationship between age and level of

satisfaction.
H1: There is significant relationship between age and level of

satisfaction
O E O-E (O-E)2 (O-E)2/E
2 4.50 -2.50 6.25 1.39
15 11.52 3.48 12.11 1.05
0 0.90 -0.90 0.81 0.90
1 1.80 -0.80 0.64 0.36
22 17.25 4.75 22.56 1.31
36 44.16 -8.16 66.59 1.51
5 3.45 1.55 2.40 0.70
6 6.90 -0.90 0.81 0.12
1 4.25 -3.25 10.56 2.49
13 10.88 2.12 4.49 0.41
0 0.85 -0.85 0.72 0.85
3 1.70 1.30 1.69 0.99
TOTAL 11.07
73
X2 = ∑ (O-E)2 / E = 11.07
Number of degree of freedom:
ndf = (row-1) (column –1)
(3) (2)
= 6
Table value of x2 at 5% level of significant = 12.59
Conclusion:
HO is accepted since the calculated value of x2 (11.07) less

than the table value of x2 (12.59) hence there is no significant
relationship between satisfaction and marital status.
74
TABLE NO. 5.2

GENDER AND SATISFACTION WITH REGARDING THE CELL
PHONE SERVICE PROVIDER
GENDER TOTAL
HIGH MODERATE LOW
MALE 11 42 13 66
FEMALE 7 27 4 38
TOTAL 18 69 17 104
HO: There is no significant relationship between gender and level

of
satisfaction.
H1: There is significant relationship between gender and level of

satisfaction
O E O-E (O-E)2 (O-E)2/E

11 11.88 -0.88 0.77 0.07
7 6.84 0.16 0.03 0.00
42 45.54 -3.54 12.53 0.28
27 26.22 0.78 0.61 0.02
13 11.22 1.78 3.17 0.28
4 6.46 -2.46 6.05 0.94
75
TOTAL 1.59
X2 = ∑ (O-E)2 / E = 1.59
(1) (2)
= 2
Conclusion:
HO is accepted since the calculated value of x2 (1.59) less than

the table value of x2 (5.99) hence there is no significant relationship
between level satisfaction and gender.
76
TABLE NO. 5.3

MARITAL STATUS AND SATISFACTION WITH REGARDING
THE CELL PHONE SERVICE PROVIDER
MARITAL LEVEL OF SATISFACTION

TOTAL
STATUS HIGH MODERATE LOW
MARRIED 7 17 6 30
UNMARRIED 11 52 11 74
TOTAL 18 69 17 104
HO: There is no significant relationship between marital status and

level of satisfaction.
H1: There is significant relationship between marital status and

level
of satisfaction
O E O-E (O-E)2 (O-E)2/E

7 5.40 1.60 2.56 0.47
11 13.32 -2.32 5.38 0.40
17 20.70 -3.70 13.69 0.66
52 51.06 0.94 0.88 0.02
6 5.10 0.90 0.81 0.16
11 12.58 -1.58 2.50 0.20
TOTAL 1.91
77
X2 = ∑ (O-E)2 / E = 1.91
(1) (2)
= 2
Conclusion:

between level satisfaction and marital status.
78
TABLE NO. 5.4

EDUCATIONAL QUALIFICATION AND SATISFACTION WITH
REGARDING THE CELL PHONE SERVICE PROVIDER
EDUCATIONAL LEVEL OF SATISFACTION

TOTAL
QUALIFICATION HIGH MODERATE LOW
UP TO HSC 6 4 18 28
GRADUATE 9 6 36 51
PROFESSIONAL 2 1 8 11
OTHERS 1 6 7 14
TOTAL 18 17 69 104
HO: There is no significant relationship between educational

qualification and level of satisfaction.
H1: There is significant relationship between educational

qualification and level of satisfaction
O E O-E (O-E)2 (O-E)2/E
6 5.04 0.96 0.92 0.18
9 9.18 -0.18 0.03 0.00
2 1.98 0.02 0.00 0.00
1 2.52 -1.52 2.31 0.92
4 4.76 -0.76 0.58 0.12
6 8.67 -2.67 7.13 0.82
1 1.87 -0.87 0.76 0.40
6 2.38 3.62 13.10 5.51
18 19.32 -1.32 1.74 0.09
36 35.19 0.81 0.66 0.02
8 7.59 0.41 0.17 0.02
7 9.66 -2.66 7.08 0.73
TOTAL 8.09
79
X2 = ∑ (O-E)2 / E = 8.09
(3) (2)
= 6
Conclusion:

between level satisfaction and educational qualification.
80
TABLE NO. 5.5

OCCUPATION AND SATISFACTION WITH REGARDING THE
CELL PHONE SERVICE PROVIDER
OCCUPATION TOTAL
HIGH MODERATE LOW
BUSINESS 3 9 4 16
PROFESSIONAL 0 2 0 2
EMPLOYEE 5 20 8 33
HOME MAKER 2 5 1 8
STUDENT 8 32 4 44
OTHERS 0 1 0 1
TOTAL 18 69 17 104
HO: There is no significant relationship between occupation

and level of satisfaction.
H1: There is significant relationship between occupation
and level of satisfaction
O E O-E (O-E)2 (O-E)2/E
3 2.88 0.12 0.01 0.01
0 0.36 -0.36 0.13 0.36
5 5.94 -0.94 0.88 0.15
2 1.44 0.56 0.31 0.22
8 7.92 0.08 0.01 0.00
9 11.04 -2.04 4.16 0.38
2 1.38 0.62 0.38 0.28
20 22.77 -2.77 7.67 0.34
5 5.52 -0.52 0.27 0.05
32 30.36 1.64 2.69 0.09
4 2.72 1.28 1.64 0.60
0 0.34 -0.34 0.12 0.34
8 5.61 2.39 5.71 1.02
1 1.36 -0.36 0.13 0.10
4 7.48 -3.48 12.11 1.62
TOTAL 3.82
X2 = ∑ (O-E)2 / E = 3.82
81
(5) (2)
= 10
Conclusion:

between level satisfaction and occupation.
82
TABLE NO. 5.6

MONTHLY INCOME AND SATISFACTION WITH REGARDING
THE CELL PHONE SERVICE PROVIDER
MONTHLY INCOME TOTAL
HIGH MODERATE LOW
LESS THAN Rs.5000 4 27 1 32
Rs.5001 TO 10000 12 27 9 48
Rs.10001 TO 15000 1 10 1 12
ABOVE 15000 1 5 6 12
TOTAL 18 69 17 104
HO: There is no significant relationship between monthly income

H1: There is significant relationship between monthly income
O E O-E (O-E)2 (O-E)2/E

4 5.76 -1.76 3.10 0.54
12 8.64 3.36 11.29 1.31
1 2.16 -1.16 1.35 0.62
1 2.16 -1.16 1.35 0.62
27 22.08 4.92 24.21 1.10
27 33.12 -6.12 37.45 1.13
10 8.28 1.72 2.96 0.36
5 8.28 -3.28 10.76 1.30
1 5.44 -4.44 19.71 3.62
9 8.16 0.84 0.71 0.09
1 2.04 -1.04 1.08 0.53
6 2.04 3.96 15.68 7.69
TOTAL 11.21
X2 = ∑ (O-E)2 / E = 11.21
83
(3) (2)
= 6
Conclusion:
HO is accepted since the calculated value of x2 (11.21) less

than the table value of x2 (12.59) hence there is no significant
relationship between level satisfaction and monthly income.
84
TABLE NO. 5.7

SERVICE PROVIDERS AND SATISFACTION
SERVICE LEVEL OF SATISFACTION
TOTAL
PROVIDERS HIGH MODERATE LOW
AIRCEL 3 18 2 23
AIRTEL 12 36 5 53
BSNL 0 3 1 4
RELIANCE 0 4 4 8
TATA INDICOM 0 1 2 3
VODAFONE 3 6 3 12
OTHERS 0 1 0 1
TOTAL 18 69 17 104
HO: There is no significant relationship between service providers
H1: There is significant relationship between service providers
O E O-E (O-E)2 (O-E)2/E
3 4.14 -1.14 1.30 0.31
12 9.54 2.46 6.05 0.63
0 0.72 -0.72 0.52 0.72
0 1.44 -1.44 2.07 1.44
0 0.54 -0.54 0.29 0.54
3 2.16 0.84 0.71 0.33
0 0.18 -0.18 0.03 0.00
18 15.87 2.13 4.54 0.29
36 36.57 -0.57 0.32 0.01
3 2.76 0.24 0.06 0.02
4 5.52 -1.52 2.31 0.42
1 2.07 -1.07 1.14 0.55
6 8.28 -2.28 5.20 0.63
1 0.69 0.31 0.10 0.00
2 3.91 -1.91 3.65 0.93
5 9.01 -4.01 16.08 1.78
1 0.68 0.32 0.10 0.15
4 1.36 2.64 6.97 5.12
2 0.51 1.49 2.22 4.35
3 2.04 0.96 0.92 0.45
0 0.17 -0.17 0.03 0.00
TOTAL 8.76
X2 = ∑ (O-E)2 / E = 8.76
85
(6) (2)
= 12
Conclusion:

between level satisfaction and service provider.
86
TABLE NO. 5.8

USE OF CELL PHONE AND SATISFACTION
PURPOSE TOTAL
HIGH MODERATE LOW
3 7 5 15
BUSINESS
15 62 12 89
PERSONAL
18 69 17 104
TOTAL
HO: There is no significant relationship between use of cell phone

H1: There is significant relationship between use of cell phone
O E O-E (O-E)2 (O-E)2/E

3
2.70 0.30 0.09 0.03
15
16.02 -1.02 1.04 0.06
7
10.35 -3.35 11.22 1.08
62
61.41 0.59 0.35 0.01
5
2.55 2.45 6.00 2.35
12
15.13 -3.13 9.80 0.65
TOTAL 4.19
87
X2 = ∑ (O-E)2 / E = 4.19
(1) (2)
= 2
Conclusion:

between level satisfaction and use of cell phone.
88
TABLE NO. 5.9

USE OF CELL PHONE AND SATISFACTION
TYPE OF
TOTAL
CONNECTION HIGH MODERATE LOW
POST PAID 4 14 8 26
PREPAID 14 55 9 78
TOTAL 18 69 17 104
HO: There is no significant relationship between type of connection

H1: There is significant relationship between type of connection
O E O-E (O-E)2 (O-E)2/E

4 4.68 -0.68 0.46 0.10
14 14.04 -0.04 0.00 0.00
14 17.94 -3.94 15.52 0.87
55 53.82 1.18 1.39 0.03
8 4.42 3.58 12.82 2.90
9 13.26 -4.26 18.15 1.37
TOTAL 5.26
89
X2 = ∑ (O-E)2 / E = 5.26
(1) (2)
= 2
Conclusion:

between level satisfaction and type of connection.
90
CHAPTER IV
FINDINGS, SUGGESTIONS AND CONCLUSION
Based on the summary of the analysis and interpretation of
data as per study, the following are the findings, followed up
suggestions recommended to improve the sales and functioning of
the stores.
Findings of the study:
1. The study reveals that the respondents are aware of
various features of departmental stores.
2. A majority of the respondents come to know about the
departmental stores through word of mouth advertisement.
3. Many customers visiting the stores belong to the age 21
– 30 years.
4. The female respondents visiting the stores outnumber
the male.
5. More number of married respondents visits the store.
6. More number of degree / Diploma holder and school
level respondents also visits the stores.

91
7. Most of the respondents visiting the stores are house
wives followed by employees.
8. Many of the respondent’s family monthly incomes fall
above Rs.9,000.
9. The family size of most of the respondents falls within 3
– 4 members.
10. Most of the respondents are purchasing products from
departmental stores followed by the shops / market.
11. Most of the respondents are visiting the Kannan
departmental stores.
12. A majority of the respondents prefer the departmental
stores for
a. More quality
b. Less cost
c. Convenient
13. Most of the respondents are visiting the departmental
stores more than 3 years.
92
14. A majority of the respondents visiting the store and
purchase fruits and vegetables, provisions and groceries,
cosmetic products, health care products and stationary
products.
15. A majority of the respondents are getting immediate
rectification from the damages.
16. Most of the respondents are always getting the free door
delivery service.
17. Most of the respondents are getting both tow-wheeler
and four wheeler parking facility.
18. A majority of the respondents are highly satisfied with
the customer cared service rendered at the stores.
19. More than 75% of the respondents are satisfied with the
products purchased from departmental stores.
20. Major reasons for not satisfying are no bargaining and
more cost.
21. More than 50% of the respondents are raving no
difficulty in buying the product.
93
22. Major reasons for the difficulties are time consuming
and delay in receiving the product.
23. 90% of the respondents family members are satisfied
with the products purchased from departmental stores.
24. More than four – fifth of the respondents are interested
in recommending departmental stores to others.
25. The study reveals that the departmental stores are
advantageous than other stores.
94
SUGGESTIONS:
Based on the findings, the following suggestions have been
recommended to improve the sales and functioning at the store.
1. As the majority of the respondents are aware of
departmental stores not through advertisement, it is suggested
that the store puts in more efforts in making the advertising
media an effective source of information in reaching the
customers at large.
2. Efforts should be made to reduce the price of certain
products like fancy items, children’s toys, etc.,
3. Steps should be formulated to make the customers
aware of the door delivery system facility provided.
4. It is suggested to the management to appoint more
number of skilled sales persons in order to attract customers.
5. It is recommended to the management to make the
billing procedure more convenient.
6. Steps should be taken to avoid waiting and arrangements
be made to park the customers vehicle without any problem.
95
7. It is suggested to the management to make the
department store account for the benefit of the customers
and the persons working at the store.
8. Steps should be taken to set up departmental stores in
different parts of the city for the easy accessibility.
96
CONCLUSION
Modern marketing is consumer oriented:

The starting point in evolution of market driven strategies in getting
know about what, where, when and how the customers are in need of
their wants. The various marketing channels are used to provide
consumers with a convenient means of obtaining the products and
services they desire one. Such retail marketing channel is the
departmental stores. The features such as product choice, display
of good and other services facility provided attract the customers
at large.
The study reveals that the customers are satisfied with the
contributors made by departmental stores and they are interested in
recommending it to other prospective customers.
97
A STUDY ON CUSTOMER SATISFACTION TOWARDS
DEPARTMENTAL STORED IN COIMBATORE
1. Name :
2. Age :
a) Below 20 years c) 31-40 yeas
b) 21- 30 years d)Above 40 years
3. Sex : Male / Female
4. Marital status : Married / Unmarried
5. Educational qualification
a) School level c) PG
b) Degree /Diploma d) professional
6. Occupational status
a) Student c) Employed
b) House wife d) Business
7. Monthly income of the family
a) Up to Rs.3,000 c) Rs. 6,000 to Rs.9,000
b) Rs. 3,000 to 6,000 d) Above Rs. 9,000
8. No. of members in the family
a) Up to 2 c) 4 to 6
b) 2 to 4 d) Above 6
98
9. Normally you buy products at
a) Departmental stores
b) Shops / markets
c) From sales representatives
d) Exhibition
10. Have you purchased any product from departmental stores ?
a) Yes b) No
11. Which media insist you to purchase in departmental stores ?
a) Advertisement through television
b) Advertisement through news paper
c) Advertisement through pamphlets
d) Word of mouth advertisement
12. Which departmental stores is most favorable to you ?
a) Kannan c)Subhiksha
b) Food World d)Others____________
13. Reason for purchasing through departmental stores.
a) Convenient d) More quality
b) Prestige e) Time saving
c) Less cost
14. How many years are you purchased from departmental stores?
a) Less than a year c) 2 to 3
b) 1 to 2 d) Above 3 years
99
15. State which type of product you purchase through departmental
stores?
a) Fruits & vegetables d) Health care product
b) Provisions & groceries e) Stationery products
c) Cosmetic product f) all the above
16. If there is any damage in the products, how will thep handle?
a) Immediate rectification c) No exchange
b) Delay in rectification d) No reaponse
17. Are they provide free door delivery service?
a) Always c) Some times
b) Often d) No
18. Are they provide parking facility?
a) Only two wheeler
b) Only four wheeler
c) Both two wheeler & four wheeler
d) No parking facility.
19. Are they provide discount & benefits?
a) Always c) Some times
b) Often d) No
20. Are they provide customer care service effectively?
a) Highly satisfied c) Fair
b) Satisfied d) Dissatisfied
100
21. Are you satisfied with the product you purchased through
Departmental stores?
a) Yes b) no
22. if no reason.
a) More cost c) High investment
b) No Bargaining d) Others __________
23. Is there any difficulty in buying the products through

departmental
stores?
a) Yes b) no
If yes give the reason
a) Time Consuming
b) Too much formalities
c) Delay in receiving the products
d) Others ________________
25. Are the family members satisfied with the Departmental Stores
products?
a) Yes b) no
26. Will you recommend others to buy through Departmental Stores?
a) Yes b) no
27. Do you feel Departmental store is more advantageous than any other
type?
28. Any other suggestions for improvement to be made in Departmental
Store?
___________________________________________________
101

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A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.

a. INTRODUCTION OF THE STUDY

Gone are the days were the consumer went in search of

item from seller to buyer. Consumer wants buying to become a

organizations have come to make purchase of happy affair.

Marketing is more important as it relates to consumer and their

needs, whatever may be the objectives of business, the main in

which it has to concentrate will be marketing. Business today,

concentrating on marketing is found to be fairly successful though

success depends on many other factors. The purchase decision being

an essence is an important aspect of marketing. Consumers are liable

for influence under different environment.

Under these circumstances a study has been conducted to

analysis the preference of consciences towards departmental stores.

Channel of distribution is also called marketing channel or trade

channel, are used to provide consumer with a convenient means of

place of consumption is called channel to distribution. There are

various persons or business consumer such as middlemen consisting

of wholesalers and retailers.

I.2. DEPARTMENTAL STORES

A departmental store, a retail trade shop, was started at

strategic place to please the customer by giving him the choice of

selecting all that he wants. There are number of departmental stores

like Kannan Departmental stores, Food World, Subiksha, More for

U, etc. Every business is based on understanding the consumer and

providing the kind of products that the consumer want every

businessman today makes some effort to convince the consumer for

buying a product in a particular shop and for this reason, the

researcher has under taken a survey as to why they prefer

What are the reasons for their purchase at a departmental

store? What makes them to select departmental stores? That other

forms of retails outlet in Coimbatore city.

II. STATEMENT OF PROBLEM

The study of the consumer behaviour enable us to analysis

one’s own decision in buying. The very look of the departmental

atmosphere, the consumer takes a look to choose the product and

understands the inferential as well as the external factors. This is

done in a clean unpolluted atmosphere in departmental store. It is a

c. OBJECTIVES OF THE STUDY

The objectives of the study are:

1. To study the factor influencing the customers to purchase

house hold articles from departmental store.

2. To study the needs of the customers at the place of

3. To study the consumer’s opinion and ideas about the price,

quality and services rendered by the departmental stores.

4. To study the sales services provided by the departmental

5. To suggest, improve in sales and functions in the

departmental stores based on results.

The primary methods of data collection that is questionnaire

technique was used to collect the data required. Respondents include

both male and female. Convenience sampling method has been

adopted under the non-probability sampling technique and about 100

samples have been collected for the study.

The questionnaire consists of four parts namely, personal

information, purchasing pattern, details about products and

customers services provided at the store. The questionnaire was

designed in such a way that the respondents were able to express

their opinions and ideas freely and frankly.

e. SAMPLE AREA OF THE STUDY

The area covered under the study is in Coimbatore city.

f.PERIOD OF THE STUDY

The study was conducted during the period January 2008 to

g. STATISTICAL TOOL FOR ANALYSIS