FinalMKT470project (Final)

TABLE OF CONTENTS
Executive Summary.......................................................................................................1
HYPOTHESIS...............................................................................................................3
Exploratory Research.....................................................................................................3
Survey Research Methodology......................................................................................5
Operational Definitions..................................................................................................6
Research Design.............................................................................................................7
Data collection method...................................................................................................8
Measurement Scales.......................................................................................................8
Design of recording forms:...........................................................................................11
Response incentives.....................................................................................................13
Disguise........................................................................................................................13
Sampling Method.........................................................................................................14
Population................................................................................................................14
Sample......................................................................................................................14
Sample Size..................................................................................................................15
Editing and clearing.....................................................................................................16
CODING DATA...........................................................................................................17
Data Entry....................................................................................................................17
Data summarization......................................................................................................17
Data Analysis...............................................................................................................18
Survey Pretest...............................................................................................................18
Ethical consideration....................................................................................................19
Survey Research Results..............................................................................................20
Findings from the Survey.........................................................................................20
Cross tabulation........................................................................................................51
Calculation of Satisfaction Mean.............................................................................68
Conclusion....................................................................................................................69
Recommendation..........................................................................................................70
Opportunities for Additional Research.........................................................................71
Bibliography.................................................................................................................73
APPENDIX A (Focus Group Discussion Guide)......................................................74
APPENDIX B (Survey Questionnaire).....................................................................76
APPENDIX C (Code Book)......................................................................................83
EXECUTIVE SUMMARY
The goal of the research was to carry out a comparative study between the customer
satisfaction level of Agora and Nandan. Our purpose was to first locate variables on
which customer satisfaction is said to depend on. Using these variables we then
measured customer satisfaction through conducting a survey. A survey and in store
observation were conducted to collect the required information. The purpose of the
survey was to measure the attitude of people towards the two superstores. We used
one of the attitude-rating scales to design the questions in our questionnaire.
In order to identify the key variables that determine customer satisfaction level, a
Focused Group Discussion (FGD) was conducted taking participant of 10 people.
These key variables have helped to design the questionnaire and compare the survey
results and to summarize the data. The descriptive research technique used was to
carry out a survey on a sample of our population to gather information using a
questionnaire. Supervision method was applied to observe the purchasing pattern of
the consumers while shopping in Agora and Nandan. All data from the survey were
put in the SPSS software using the standard format of the software. Some cross
tabulation have been done to justify the relationship between different variables.
Out of 100 respondents, 38.9% were male and 61.1 % were female. The people who
answered this questionnaire, 54.7% of them were between 20-30 age groups. The
survey was done on people from different income brackets. A major proportion that is
41.1% people does grocery shopping once a month. Greater number of people said
that the staffs of Nandan are more helpful. The counter service time, according to
most respondents, was fast in Nandan compared to Agora. In the aspect of
international brand availability, customers were found to have similar view in case of
both the stores. Almost all people were satisfied with the transferring facility of
purchased goods from counter to vehicle in case of Nandan. Most people think that
the prices of products in Agora are somewhat expensive while Nandan charges a more
reasonable price for essentials. Nandan can be said to manage its prices better than
Agora. Unlike Agora, most people were satisfied with the spacing of Nandan. Most
people said that the parking facility of Nandan is better. Both Agora and Nandan rank
equally well when it comes to shop layout. Nandan seems to be in a favorable
position than Agora when traffic jam is considered.
Some marketing action can be recommended based on the findings. To make the
customers happy with the product content of the store, they can ask customers to fill
up a form and thus they can find out what other categories of products or brands of
products they would like to see in the store. A coffee shop in the superstore with a
place to sit and eat and chat would be nice for customers. Through this the stores
would also be able to spend more time with their customers. The authority of the
superstore should arrange for personal security guards who can control the traffic
efficiently in front of the stores. Superstore should have enough counters to handle
their customers in rush hours. Special training should be given to counter holders, so
that they can carry on the computerized entries more efficiently. Superstores should
try to keep prices of essential, everyday product, as low as possible so that they can be
lucrative to consumers of all income groups. Product arrangement should be
efficiently done so that customers can easily locate their required products.
Superstores should focus on after sales services to add value to their stores.
Our survey would help superstores to better understand the needs of customers.
Through satisfying these needs, they would be able to increase satisfaction level of
customers. Moreover, the customers would be able to make a better judgment
regarding the choice of a superstore for shopping.
HYPOTHESIS
We propose that customer satisfaction derived is greater in Agora than in Nandan.
Null hypothesis: H0:A > N
Alternate hypothesis: H1:A < N
where, A = Customer satisfaction

mean of Agora
N = Customer satisfaction
mean of Nandan
The rationale behind our stated hypothesis is that Agora was the first to enter the
super store industry and hence enjoys the benefit of the first movers advantage.
Therefore with more experience and they should have better understanding of what
customers want and provide better customer satisfaction.
EXPLORATORY RESEARCH
In order to identify that key variables that determines customer satisfaction level
derived from superstores like Agora and Nandan, a Focused Group Discussion (FGD)
was conducted taking participant of 10 people (Sample Size 10). The participants
were all residents of Gulshan and mostly women of age 28 to 32 who usually does the
grocery stores for their domestic purposes.
According to our FGD, the key
components that customers look for in choosing a store are as follows:

Cooperation of Shop Attendants: Customer frequently require help and support of
shop attendants regarding finding products, or getting information about a product and
even in helping them carrying their purchased goods to there vehicles. The more
cooperative the shop attendants are the more is the staffed customers by the
superstore.
Space to Maneuver:
Customer prefers a spacious store to shop rather than a
congested one. The comfort and free-movement along the lanes makes customers
easeful to their shopping. Customers do detest shopping in places is too much
cluttered.
Product Mechandising: People would choose those stores where products are
categorized in the displays and lanes in an orderly fashion because it helps to find
what they need more easily and quickly.
Availability of International Brands: In choosing in which store to shop from,
people often makes their decision based on the availability of internationals brands.
Some participants claimed that Agora has more branded products than Nandan and
hence they opt to shop from Agora even though Nandan is closer to their residence.
Availability of Desired Products: People prefers to shops in stores where they can
find wide range of products. According to the participants, the variety of categories in
a particular product plays a critical role in choosing a store. For example, Nescafe
coffee is available in both Nandan and Agora but the later one once had three different
flavors of the coffee (Mocha, French Vanilla and Hazel nut). Hence the product line
offered by the store plays key role when it comes to customer satisfaction level. The
more products available in the store, the more customer are willing to visit the store
again.
Price of Products: According to the participants, the prices of products in superstores
generally differ from that of the usual conventional stores. For some products the
prices are less and for some they are high. Hence, price of products also influence the
level of customer satisfaction.
Parking Facility: Parking facility plays a major factor in making decision as to where
a customer would go for shopping. If a customers deems that parking is too much of a
hassle in for a particular store, than he/she might opt not to go there.
Social Factor: For some people, shopping in a particular store adds value to their
esteem and plays significant role is self-actualization. Therefore, the higher the
prestige and status a customer perceives in shopping in the super store, the more
satisfied he/she is with the store.
Counter Service Time: The amount of time customers have to wait in the queue to
the counter plays a major role in determining customer satisfaction. If customers
perceive that it takes too much time to check in their goods in the cash counter, then
they would feel annoyed and irritated which would result in poor customer
satisfaction.
Availability of Coffee Shop: Having a coffee shop gives added value to a super store.
Most customers would look to sit or have a cup of tea or coffee and some light to
nimble on after they shop.
SURVEY RESEARCH METHODOLOGY
With the help of descriptive research methodology, we could describe the perception
of our target population regarding their shopping experience at Agora and Nandan.
The descriptive research technique used was to carry out a survey on a sample of our
population to gather information using a questionnaire. The Survey project goal was
an attempted to determine the extent of differences in needs, attitudes and opinion of
consumers regarding the two superstores under consideration. The survey research
was conducted on the ultimate customers. As mentioned in the book, descriptive
research is often based on some previous understanding of the nature of the research
problem. Similarly, we have taken the independent variables on which satisfaction is
said to rely as the basis of our descriptive research. The methods used for collecting
data were interviews, both personal interviewing and door-to-door interviewing, and
self-administered questionnaire through email.
Under door-to-door interviews, we went to the respondents homes and offices and
requested for their cooperation in filling out the questionnaire. Under selfadministered questionnaire, the questionnaire was emailed to the respondents who
were requested to fill it up and mail it back to us. People who did not email back the
questionnaire with 2-3 days were sent a reminder email.
The special marketing information that we sought in the research was to find out how
the respondents ranked the two superstores in the eleven categories chosen. Based on
their response, we evaluated the satisfaction level of customers with Agora and
Nandan. Through this measurement of consumer attitudes towards the two superstore
both Nandan and Agora would get to know weaknesses better and would be able to
pin point the fields where they would need to improve. Superstores in general would
get to know about issues to be taken care of in order to be successful in this field.
Moreover, the customers as well would have an overall perception of the two stores
and would also get to know how other peoples evaluation. This would help them
make a better decision regarding their choice of a purchase spot for grocery shopping.
OPERATIONAL DEFINITIONS
The Population considered for the survey are people, both male and female, residing
and working in Gulshan, Banani and Baridhara and have shopping experience both in
Agora and Nandan (Gulshan branches). People who work in these areas are also
considered because it came out in the focus group discussion that these people tend to
drop by the superstores for shopping on their way back home. For our study, we have
considered people of age group 20years and above.
The sample units were
Housewives
Businessmen
Students
Service holders who fall under the target population.
Basic demographic questions regarding income level, occupation, size of family were
asked in the beginning in order to create a rapport with the respondents. Apart from
asking the respondents to rank the superstores based on the variables, we also took
their views about the social factor associated with shopping at Agora and Nandan. The
filter question we used was question # 7 that asked about the frequency of shopping at
these superstores. We wanted to screen out those respondents who at least pay a visit
to the stores in concern once a month as very infrequent visitors would not be able to
pass strong judgments.
RESEARCH DESIGN
4) The results of the survey will

be entered in SPSS software to
analyze and test our hypothesis
The research design is explained in the flow chart above. A focused group discussion
was first conducted to identify the variables that determine customer satisfaction.
Based on these variables, a questionnaire was designed and survey of sample size 100
was conducted. The result from the survey was then analyzed with the SPSS software
to come to a conclusive decision. The finding of the report were then articulated and
submitted as the final report.
DATA COLLECTION METHOD

A survey was conducted using a questionnaires to collect the primary data.
Interviewers
assisted the respondents to fill up the questionnaires and
collected it from them.

Supervision method was applied to observe the purchasing pattern of the
consumers while shopping in Agora and Nandan .
The data collection was actually done through a survey and some in shop
observation on the consumers. Sometimes we had to recon tact the target
respondents to fill up the questionnaires.
MEASUREMENT SCALES
Since the purpose of the survey was to measure the attitude of people towards the two
superstores, we used attitude-rating scales in our questionnaire. The type of scale used
was the Likert scale. This scale is designed in to allow respondents to rate how
strongly they agree or disagree with a few statements that are given to them, ranging
from very positive to very negative attitudes toward some object. We assigned
different weights on the alternative responses, like strong agreement that reflects most
favorable attitude towards a statement was given a weight 5. On the other hand, the
response that indicated most negative response was given a weight of 1.
As mentioned earlier, this question regarding frequency of visit to superstores was a
filter question. We wanted our respondents to be people who visit these superstores at
least once a month. This is an important factor to notice as very infrequent visitors
would not be able to pass good judgments. Later, we even wish to see if evaluation of
the different stores by the respondents depends on the frequency of their visit.
These superstores have good number of shop attendants who cooperate the shoppers
while shop. The cooperation ranges from helping the shoppers make purchase
decision, giving out product information to helping shoppers find the location of their
desired products. A stores image lies on the quality of service provided by the
attendants and was found to be a factor in determining customer satisfaction regarding

a store. We can even say that customer satisfaction tends to be higher for a shop
whose attendants are more helpful.
The responses to the question regarding product availability would help us acquire
idea about the product content of Agora and Nandan. This is the main purpose behind
visiting stores and the shop who would be able to meet the product needs of
customers more closely would result in greater customer satisfaction.
The shopping culture in these superstores goes with the saying help yourself. The
shoppers are supposed to collect all they want to buy in a trolley and bring it to the
counter for bill payment. Therefore, the layout or arrangement of products plays a big
role in the shoppers convenience to get all they want to buy. The more well organized
the products are the more convenient it would be for shoppers, as it would save their
time and energy. Thus product arrangement is a factor on which satisfaction of
customers shopping in a store would depend on.
Counter waiting time is taken to be a determinant factor of customer satisfaction in
case of superstores. Due to having fewer computers relative to the amount of
customers or due to having inefficient billing staff, often buyers need to stand in
queues for long time for the billing to be done. This can result in frustration and
nuisance for the buyers. The better counter billing is handled the higher would be the
satisfaction of the people.
Often people prefer going to these superstores because they have a collection of some
good international brands along with the local once. In the FGD it came out as a point
that health conscious people of the higher middle class and above society prefer
consuming cooking oils of foreign brands than the local ones. Therefore, availability
of enough international brands would be a factor in determining customer satisfaction.
Mode of transfer of purchased goods from counter to vehicle is a very important
factor in satisfaction level determination. The role of superstores does not end as soon
as the billing is done and the payment is made. Consideration of points like helping
customers out with transferring their goods from the purchase point to their vehicle
actually adds value to the superstore. These after sales services effect customer
satisfaction to a great extent.
Price is a very important consideration in case of these superstores because people
usually have a perception that as these superstores provides a clean and safe shopping
environment and other facilities which traditional grocery stores lack, they charge
higher prices, at times unreasonably high, from customers. This question was asked to
find out how customers actually view this and whether the price charged is within the
acceptable range.
As in these superstores people move around with their trolleys and collect the
products they want, the superstores needs to ensure that there is enough space to move
about. For example, if there is not enough space between the aisles that two people
can move together with their trolleys then that would be frustrating for the customers.
Therefore, space management inside stores is a crucial factor in determining
satisfaction. This question was asked to find out how the superstores in concerned
rank in being well spaced.
Facilities not only inside stores but outside factors like parking space counts towards
customer satisfaction. Parking is a determinant factor of satisfaction level because a
lot of customers who visit these stores are car owners. Stores that make sure good
parking facility to the customers, ensuring easy parking and easy exit would be more
preferred.
From the FGD, it came out that shopping at the uprising superstores is also considered
to be a social factor for some. People feel good about shopping in the superstores
rather than the traditional grocery stores. This question was asked to find out if people
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have different perceptions about Agora and Nandan regarding the social factor
associated with it.
Traffic Jam is an increasing problem in Dhaka city nowadays, with the Gulshan area
getting crowded on the streets day by day. We asked questions regarding traffic jam
first to find out if it effects customers decisions of choice of superstore and then a
direct question was asked to get respondents views about the traffic jam they face
both in front of Agora and Nandan. For respondents who are traffic jam averse, they
would tend to avoid going to the store that has the maximum amount of jam in front
of it.
We noticed that Agora has a coffee shop but Nandan used to have one which it closed
off. We asked this question to know if customers would like to have a coffee shop in
superstores where along with shopping they can sit and have food and have a nice
time with friends and family. If it would be found that customers want a coffee shop
in superstores than the superstores should try and provide it as it would effect the
whole perception of satisfaction of customers for that store.
DESIGN OF RECORDING FORMS:

In the introduction of the survey questionnaires, the topic of survey Customers
satisfaction level of Agora and Nandan is mentioned to acknowledge the
respondents. The purpose of the survey is also given in the introduction to make the
respondent free to answer the questionnaire.
A formal and friendly interaction has happened between the respondents and the
interviewers. The respondent did not need the help of the interviewer while answering
questions because all the questions were specific and in a easy format. The
interviewer needed to help some respondents in answering the last question (see
Appendix: C) that is design to give weight.
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The questionnaires are 6 pages long with 30 questions and a weight giving question at
the end. The question may seem a little long but it is because it has the same type of
question ask with same variable for Agora and Nandan. The questionnaires take each
individual 10 to 15 minute to answer.
There are some simple- dichotomy, determinant-choice and frequency determination
type questions which are easy to answer and take less time. To avoid biasness there is
no leading question. To avoid ambiguity there is no double barrel question. The
wording of the question is very simple and there is no assumption making question,
all the questions are specific.
The questionnaire starts with some demographic questions based on age, income,
occupation. Then there are the questions based on the variables (like prices, car
parking, availability etc) that have been chosen to determine satisfaction level (see
Appendix: C).
For each variable there are two individual questions for Agora and Nandan. There was
one question design with major facilities that are common in the two superstores. That
question require that individual will give weight (all the weight was add up to one)
based on their perceived importance about a particular facility .This question has
designed using Likert scale method
The question layout is same in each page up to page 5. At page 6, the weight giving
table is of different layout. There is no open-ended question, all the question is closeended with given options.
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RESPONSE INCENTIVES
Tangible: The respondents were not provided with any type of tangible incentives like
cash, coupon or gifts. As there were no tangible incentive given to the respondents,
there was no cost occur related to giving incentives. The respondents were eager to
response when they come to know that the survey was for educational purpose.
Intangible: the respondents intangibles incentives like confidentiality, safety etc to
increase the reply ease. The interviewers have tried to convenience the respondents to
answer freely with their actual opinion.
The respondent response to the questionnaire spontaneously without any hesitation as
they were assuring that their answer is safe and confidential.
DISGUISE
The purpose of the survey was not disguised from the respondents. The purpose of the
survey was written on the top of the questionnaire. Sufficient information are
provided to the respondents who showed interest about the project goals. The
interviewer helped by giving information like prices of some products which the
respondents may need to answer the questions. Although much information was given
to the respondents, the hypothesis of the project was keep secret to avoid any
acquiescence bias as a part of response bias.
An observation was carried on inside Agora and Nandan to record the actual behavior
that may not be acquired by the survey . Interviewers were sent and acted as a
purchaser to observe the purchasing pattern of the consumers in both Agora and
Nandan. The purpose of the observation was hidden and the respondents were
unaware of the observation. The interviewers observed the behavior of the customers,
their interaction with the staff of the stores, the consumers attitude while they are at
the counter queue and so on. The researchers also observed the facilities of the
superstores as a purchaser. They noted down their observation based on the variables
of the FGD. This observation helped to compare the survey result with real views as
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described by different observers. This observation has been done to avoid distortions,
inaccuracies and other response biases.
SAMPLING METHOD
POPULATION
As our project is on the comparison of satisfaction level between Agora and Nondon
our population has been selected people residing and working in Gulshan, Banani and
Baridhara and have shopping experience both in Agora and Nandan (Gulshan
branches).
Individual respondents who lie within our target population are:
Housewives
Businessmen
Students
Service holders
SAMPLE
Our analysis of information will concentrate on peoples opinion through step-by-step
approach. First, we will select a boundary of research and then we will select the
target audience. Our sample will be taken from this target audience. After selecting
the sample we will make a questionnaire consisting both quantitative and qualitative
method. Further, various statistical software will be used to analyze the collected data.
The analyzed data will help us to describe the relevant groups opinion to determine
the specific prediction regarding the service offered by Agora and Nandan.
We used non-probability sampling; this is the technique in which units of the sample
are selected on the basis of personal judgment or convenience. We chose convenient
sampling for obtaining the data because it was easy and economical to obtain large
number of completed questionnaires.
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We went door to door for our survey, we also went to the office for the survey. We
randomly selected some private university students around the Gulshan and Baridhara
area who regularly shops at Agora and Nandan.
SAMPLE SIZE
This type of research requires a vast sample size, but in short scale research we could
not take a vast sample. We took 100 people as our sample for filling up the
questionnaire. We targeted the people residing and working in the Gulshan area for
our research purpose. Making contact and getting them to take their responses was
difficult as we had asked them whether they went to Agora or Nandan for shopping. If
the answer was no then we did not consider those one but if the answer was yes then
we requested them to fill in the questionnaire.
We started to distribute the survey questionnaire in a random sampling basis. We
distributed 100 questionnaires. We wanted to collect more surveys. The main reason
behind our failure was that there were strike and we could not conduct the survey
properly.
Our whole report is based on primary information, based on which we designed a
questionnaire to collect our required knowledge. We have selected questionnaire
survey as our research tool for following reasons
Convenient Since questionnaire design is a simpler and easier way to collect
responses and conduct the survey, it is convenient for us to use this tool.
Less time - Since we have time constraints, and getting questionnaires filled
up by the respondents is also time-consuming, making short format
questionnaire will save time.
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Less cost We found that this method is relatively cheaper as we only needed
to print a copy and then make copies of it and then distribute to the
respondents.
Physical availability- Here we can see the persons who are responding to our
questionnaire, so we can easily perceive their condition whereas they are
appropriate for being our respondent or not.
Less possibility of getting wrong information- Here if the respondent does not
understand any meaning of the questionnaire, then we can easily make them
understand. So there are less possibility of making mistake existed.
EDITING AND CLEARING

Respondent some time gave answer which was worthless. And sometime they did not
read the question carefully. And some time they gave all answer neutral. Some people
they all gave they are very dissatisfied in the entire question. And some people gave
all things positive. That means they are always satisfied. They have a tendency to
answer the entire question positively (acquiescence bias). That time we rejected those
questionnaire .They gave two tick marks in one answer. When we entered the data
into our computer that time we also rejected that questionnaire where we found one
question having two or more answers.
The purpose of editing and cleaning data was to get more accurate output. So that we
can minimize the error and can exactly is happening. We used both of those methods
when we cleaned our questionnaire. We have done cleaning and editing before we
entered those data into the computer. As most of them were from the apartment and
thats why there was a chance to have social desirability bias.
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CODING DATA
For ease of inputting data in SPSS and the make the process quicker, certain codes
were formulated. The variables were coded in terms of short alphabetic formats. Each
short alphabetic code represents a particular variable. For example, for the question
regarding the variable availability of international brands (What do you say about the
availability of the international brands in Agora?) the code IntBrandAgora was used
to represent the variable availability of international brands for Agora. In addition,
the responses were also coded for quick entry of data. Please refer to Appendix C for
details regarding coding data.
DATA ENTRY
All data from the survey were put in the SPSS software using the standard format of
the software. The computer software provided the tabulation: rows were used to
represents variables and columns were used to represent the number of respondents.
The data were entered manually. Due to the simplicity of the tabulation it was easier
to understand the whole structure of the format in which the data were to be entered.
In addition, the streamlined format helped to reduce the level of human-errors.
DATA SUMMARIZATION
First we have used frequency tables to tabulate the summary of all the responses for
each question. This tabulated information was then represented graphically with the
help of Pareto and pie charts. This was done so that any one can have an idea about
the outcome of each question instantly by having a look at the frequency table and the
graphs. Pareto charts were used as it displays more information than normal bar
charts. It mentions the frequency on the bars itself and moreover the bars are
organized in a descending order. This makes it easier to interpret the results. We also
carried out cross tabulations between various variables and between demographics
17
and variables for both the stores. These outputs were also represented using bar charts.
This was done to have an overall look at the scenario, to find out how perception of
different variable differs across different demographic factors. Moreover cross
tabulations between variables would help us judge the stores when a number of
variable are considered at a time.
DATA ANALYSIS
The customer satisfaction level derived from each store (Agora and Nandan) is
calculated from the responses from the survey participants who rated each component
or variable through the Likert scale. For each participant, the corresponding
satisfaction level derived from each store is calculated by the sum of the product of
the points of each variable as rated by the participant and the weight of that particular
variable. The weight signifies the importance level of variable in deriving customer
satisfaction. After calculating all the satisfaction level of each participant, the mean
satisfaction level is calculated.
In order to facilitate our analysis, Descriptive statistics were used via the SPSS
software, which gives the related frequencies and mean values automatically. Hence,
using descriptive statistics helped in avoiding the tedious and time consuming manual
calculations involved in our analysis.
SURVEY PRETEST
It is a screening procedure that involves a trial run with a group of respondents to iron
out fundamental problems in the survey design. After the having the focus group
discussion the questionnaire was prepared. After preparing the questionnaire the same
group of people was asked to identify any problems if there is in the questionnaire.
They were asked whether they understood the question or not. We also asked them
that the wording that we are using were difficult to understand. The reason was that
the respondents did not misinterpret the instruction for filling out the questionnaire.
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We also asked them to look for such things as difficulties with question wording,
problem with leading questions, organizing of the questions or any other problems
with the questionnaire. It was important for us because few questions were worded
hardly and it was difficult for them to understand. After the protesting process we
modified the questionnaire.
ETHICAL CONSIDERATION
The client or the stuff of both Nandan and Agora were not taken as respondent to
avoid biasness. So, the stuff of Agora and Nandan were protected. Most the
respondent were students, housewives, and executives.
The hypothesis of the project was protected while conducting survey. The respondents
were provided with the purpose of the survey and sufficient information needed to
answer the questionnaire. The respondents were assured about the confidentiality and
privacy of their answers.
The interviewers met about the technique and process they would follow before
conducting survey, no training was needed. The informed consent was given to the
respondents about the safety of the opinion provided by them.
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SURVEY RESEARCH RESULTS

FINDINGS FROM THE SURVEY
1) Gender: Male
Female
Gender
Valid
Male
Female
Frequency
37
58
Percent
38.9
61.1
Valid Percent
38.9
61.1
Total
95
100.0
100.0
Cumulative
Percent
38.9
100.0
e
G
n
e
d
r
Count
l 7
a
m
e
a
M
le0
0F
%
0
2
%
0
2
83
5
%
0
4
0
4
%
0
6
0
6
%
0
8
0
8
1
%
0
1
0
Out of 100 respondents, 38.9% were male and 61.1 % were female.
20
2) Age:
20-30
31 40
41-50
50+
Age
Valid
C
un
o
t
g
e
-33
0
0
-4
1
4
-5
1
0A
o
b
e
v
02
5
02
0
%
8
4
1
1A
%
0
0
2
22
5
4
%
0
0
4
6
%
0
0
6
%
0
0
8
0
1
%
1
0 8
20-30
31-40
Frequency
52
21
Percent
54.7
22.1
Valid Percent
54.7
22.1
Cumulative
Percent
54.7
76.8
41-50
14
14.7
14.7
91.6
8.4
8.4
100.0
95
100.0
100.0
Above
50
Total
The people who answered this questionnaire, 54.7% of them were between 20-30 age
group, 22.1% people were from 31-40 , 14.7% respondents were from range 41-50
and the rest of them that is 8.4% were above age 50.
21
3) Individual Income per Month:

10,000 or less 10,001-20,000
20,001-30,000 30,001-40,000
40,001-55,000 55,001 and above
Income
Valid
Below
10,000
10,001
20,000
20,001
30,000
30,001
40,000
40,001
55,000
Above
55,000
Total
Frequency
Percent
Valid Percent
Cumulative
Percent
27
28.4
28.4
28.4
20
21.1
21.1
49.5
18
18.9
18.9
68.4
10
10.5
10.5
78.9
12
12.6
12.6
91.6
8.4
8.4
100.0
95
100.0
100.0
22
In
o
c
e
m
C
ount
-2
1
2
,1
0
0
4
-1
5
,0
b
A
e
v
5
,0
e
B
lo
1
w
,0
0
-1
3
,1
0
3
1
-1
,o
4
0
0
%
0
0
8
8
2
7
2
0
0
2
0
2
%
0
4
%
0
4
0
6
%
0
6
0
8
%
0 1
8
0
%
1
0
Out of 95 respondents,28.4% people has income below Tk 10000. 21.1% people has
income between tk10001-20000 while 18.9% respondents has income between Tk
20001-30000.10.5% respondents has income between Tk 30001-40000. 12.60%
respondents has income range Tk 40001-55000 and the rest has income above 8.4%.
7) How often do you go to malls for grocery shopping?
Once a week
Twice a week
Trice a week
Twice a month
Once a month
Grocery Shopping
Valid
Once
week
Twice
month
Trice
week
Twice
week
Once
month
a
a
a
a
a
Frequency
Percent
Valid Percent
Cumulative
Percent
17
17.9
17.9
17.9
8.4
8.4
26.3
8.4
8.4
34.7
23
24.2
24.2
58.9
39
41.1
41.1
100.0
23
Total
95
100.0
100.0
G
ro
c
e
y
h
S
p
o
in
g
C
u
o
n
t
m
o
thT
eck3
kaw
e
kam
n
o
th0
nce
O
a
i2
w
aw
ne
O
c1
T
ric8
w
T
ice
a
0
%
8
7
0
2
9
3
0%
2
%
0
4
0
4
0
6
%
0
6
0
8
%
0 1
8
0
%
10
From the survey, 17.9% of the respondents go to malls for grocery shopping once a
week, 24.2% people go twice a week and 8.4% people go trice a week. 41.1% people
do grocery shopping once a month and 8.4% people do twice a month.
Therefore among the respondents we have chosen, most of the people were found to
go for grocery shopping once a month. These are the people who buy in bulk and
store for the whole month. A lot of families in our society are found to do this. The
second most common frequency was twice a week. These basically are those who lie
almost at the opposite end of the spectrum who buy in small quantities and shop often.
8) What do you think of the cooperation of the shop attendants in Agora?
Very helpful
Helpful
Neutral
Dissatisfied
Very dissatisfied
Cooperation of shop attendants of Agora
24
Valid
V
re
yH
ed
fu
H
lu
fta
N
D
isp
V
rp
ylsie
oe
C
g
A
ra
o
Very
Dissatisfied
Dissatisfied
Frequency
Percent
Valid Percent
Cumulative
Percent
3.2
3.2
3.2
5.3
5.3
8.4
Neutral
29
30.5
30.5
38.9
Helpful
52
54.7
54.7
93.7
Very Helpful
6.3
6.3
100.0
Total
95
100.0
100.0
Therefore, most people said that the staff of Agora are helpful.
Out of 95 respondents , 3.2% said the cooperation is very dissatisfied while 5.3% said
they are dissatisfied. 30.55% people were neutral about the cooperation of the
salespeople of Agora. 54.7% people said that the salespeople were helpful and 6.3%
people said they are very helpful.
9) What do you think of the cooperation of the shop attendants in Nandan?
Very helpful
Helpful
Neutral
Dissatisfied
Very dissatisfied
Cooperation of shop attendants of Nandan
Valid
Very
Dissatisfied
Dissatisfied
Frequency
Percent
Valid Percent
Cumulative
Percent
2.1
2.1
2.1
5.3
5.3
7.4
25
Neutral
35
36.8
36.8
44.2
Helpful
45
47.4
47.4
91.6
Very Helpful
8.4
8.4
100.0
Total
95
100.0
100.0
V
yH
ed
fu
H
lu
e
fta
p
lsie
N
D
isre
V
ra
yd
C
o
N
p
n
n
Out of 95 respondents , 2.1% said the cooperation is very dissatisfied while 5.3% said
they are dissatisfied. 36.8% people were neutral about the cooperation of the
salespeople of Nandan. 47.4% people said that the salespeople were helpful and 8.4%
people said they are very helpful.
Therefore, most people said that the staff of Nandan is helpful too. However this was
found to be % less than that for Agora. Though greater number of people said that the
staff of Nandan are very helpful.
10) Are you satisfied with the availability of the desired products in Agora?
Completely
satisfied
Very satisfied
Fairly satisfied
Somewhat
dissatisfied
Very dissatisfied
Availability of desired products of Agora
Valid
Very
Dissatisfied
Frequency
2
Percent
2.1
Valid Percent
2.1
Cumulative
Percent
2.1
26
Somewhat
Dissatisfied
Failry Satisfied
Very Satisfied
Completely
Satisfied
Total
13
13.7
13.7
15.8
51
53.7
53.7
69.5
24
25.3
25.3
94.7
5.3
5.3
100.0
95
100.0
100.0
C
o
n
u
t
P
rd
c
tA
v
le
b
A
g
r5a220%
o
0
3
41
2
5
12
0
4
40
%
0
6
0
6
8
1%
0 8
1
2.1% of the respondents were very dissatisfied,13.7% people were somewhat

dissatisfied while 53.7% people were fairly dissatisfied with the desired product
availability in Agora .25.3% people were very satisfied with desired product
availability and the rest of them 5.3% people were completely satisfied.
Therefore most of the people said they are fairly satisfied with the availability of
products at Agora. However around 16% of the people were very or somewhat
dissatisfied and this should be a concern about Agora.
11) Are you satisfied with the availability of the desired products in Nandan?
Completely
satisfied
Very satisfied
Fairly satisfied
Somewhat
dissatisfied
Very dissatisfied
Availability of desired products of Nandan

Valid
Very
Dissatisfied
Frequency
2
Percent
2.1
Valid Percent
2.1
Cumulative
Percent
2.1
27
Somewhat
Dissatisfied
Failry Satisfied
Very Satisfied
Completely
Satisfied
Total
11
11.6
11.6
13.7
36
37.9
37.9
51.6
36
37.9
37.9
89.5
10
10.5
10.5
100.0
95
100.0
100.0
P
rd
c
tA
v
le
b
N
a
d
n
C
o
n
u
t
0
02400%
2
3
63
611
2%
0
4
6
6
0
8
%
0
8
1 1
2.1% of the respondents were very dissatisfied,11.6% people were somewhat

dissatisfied while 37.9 % people were fairly dissatisfied with the desired product
availability in Nandan .37.9% people were very satisfied with desired product
availability and the rest of them 10.5% people were completely satisfied.
In case Nandan, around 13% of the people were very or somewhat not satisfied with
the product availability.
12) In such malls, different categories of products are found to be arranged in an
orderly way on different shelves. What is your opinion regarding the orderliness
of such arrangement of the products in Agora?
Well
organized
Organized
Neutral
Disorganized
Very disorganized
Product Merchandising in Agora
Valid
Disorganize
d
Frequency
4
Percent
4.2
Valid Percent
4.2
Cumulative
Percent
4.2
28
Neutral
22
23.2
23.2
27.4
Organized
53
55.8
55.8
83.2
16
16.8
16.8
100.0
95
100.0
100.0
Well
Organized
Total
C
u
o
n
t
rd
c
tA
rtran
g
m
tA
o
g
a
N
u
e
lW
D
rg
so
a
ize
n
d0
rg
O
n
a
izP
d
e
elO
a
rg
izr
n
d
e
0
4
%
2
1
6
0
2
0%
2
%
5
3
0
4
%
0
4
0
6
0
6
0
8
%
0 1
8
0
%
10
4.2% of the people said the arrangement of product is disorganized in Agora and
23.2% people were neutral.55.8% people were organized and 16.8% people were well
organized
Therefore in case of Agora, most people think that the products are well organized.
13) What is your opinion regarding the orderliness of such arrangements of the
products in Nandan?
Well
organized
Organized
Neutral
Disorganized
Very disorganized
Product Merchandising of Nandan
Valid
Disorganize
d
Neutral
Organized
Well
Organized
Frequency
Percent
Valid Percent
Cumulative
Percent
2.1
2.1
2.1
23
24.2
24.2
26.3
53
17
55.8
17.9
55.8
17.9
82.1
100.0
29
Total
95
C
o
n
u
t
P
rd
c
tA
rtran
g
tN
n
a
N
u
e
lm
D
rg
so
a
ize
n
d0
rg
n
a
iz3
d
e
W
lO
e
rg
nd
a
ized
0O
2
7
1
3
2
0
2
2%
%
0
5
4
%
0
0
4
0
6
6
%
0
8
%
0
0
8
0
%
0 1
1
100.0
100.0
About the product arrangement,2.1% people said the arrangement of product is

disorganized in Nandan and 24.2% people were neutral.55.8% people were organized
and 17.9% people were well organized.
Most people also said that products are organized in Nandan as well.
14) What do you think of the waiting time in queues to the counter in Agora?
Very fast
Fast
Moderate fast
Slow
Very slow
Waiting time in queue to counter in Agora
Valid
Very
Slow
Slow
Moderat
e
Fast
Very
Fast
Total
Frequency
Percent
Valid Percent
Cumulative
Percent
5.3
5.3
5.3
22
23.2
23.2
28.4
43
45.3
45.3
73.7
22
23.2
23.2
96.8
3.2
3.2
100.0
95
100.0
100.0
30
C
o
n
u
t
C
n
te
r2Sim
e
A
o
g
a
d
o
r3
e
t2
a
ao
F
stu
w
lo
er
V
ry5
low
S
V
ryF
e
st0
a
0
3
2
4
2
4
%
0
40M
6
6%
8
%
8
0
1
1
0
The waiting time at counter is very slow to 5.3% respondents while 23.2% people
think its slow. 45.3% people said its moderate in Agora . According to 23.2% of the
respondent the counter timing is fast and 3.2 % people said it is very fast.
Therefore, most respondents were found to say that the counter waiting time is
moderate. Equal number of people said that the counter service was fast and slow.
15) What do you think of the waiting time in queues to the counter in Nandan?
Very fast
Fast
Moderate fast
Slow
Very slow
Waiting time in queue to counter in Nandan
C
o
n
u
t
C
u
o
n
te
riSm
N
e
a
d
n
F
s1
a
tM
od
e
ra
te
w
lo
V
ryF
e
stV
a
ery1
low
S
0
1
4
%
0
24
3
8
2%
4
4
0
6
%
6
8
8
1
0
0
1
Valid
Very
Slow
Slow
Moderat
e
Fast
Very
Fast
Total
Frequency
Percent
Valid Percent
Cumulative
Percent
1.1
1.1
1.1
11
11.6
11.6
12.6
38
40.0
40.0
52.6
41
43.2
43.2
95.8
4.2
4.2
100.0
95
100.0
100.0
31
The waiting time at counter in Nandan is very slow to 1.1% of the respondents while
11.6% people think its slow. 40% people said its moderate in Nandan . According to
43.2% of the respondent the counter timing is fast and 4.2 % people said it is very
fast.
The counter service time, according to most respondents, was fast.
16) What do you say about the availability of the international brands in Agora?
Mostly
available
Fairly available
Somewhat
available
Slightly available Poorly available
Availability of International Brands in Agora
Valid
Poorly
Available
Slightly
Available
Somewhat
Available
Fairly
Available
Mostly
Available
Total
Frequency
Percent
Valid Percent
Cumulative
Percent
2.1
2.1
2.1
10
10.5
10.5
12.6
28
29.5
29.5
42.1
41
43.2
43.2
85.3
14
14.7
14.7
100.0
95
100.0
100.0
32
vM
A
ilstrym
b
e
o
a
F
vS
A
lw
b
e
o
e
te
a
liA
tg
h
g
vP
lyra
b
od
ItB
n
n
ra
o
2.1% respondent said the availability of international brand in poor in Agora and
10.5% people said slightly available. 29.5% people said the international brand are
somewhat available,43.2% people said fairly available and the rest of them that is
14.7% people said mostly available.
Therefore, most people think that international brands are mostly available in Agora.
33
17) What do you say about the availability of the international brands in
Nandan?
Mostly
available
Fairly available
Somewhat
available
Availability of International Brands in Nandan
Valid
Poorly
Available
Slightly
Available
Somewhat
Available
Fairly
Available
Mostly
Available
Total
Frequency
Percent
Valid Percent
Cumulative
Percent
1.1
1.1
1.1
10
10.5
10.5
11.6
24
25.3
25.3
36.8
46
48.4
48.4
85.3
14
14.7
14.7
100.0
95
100.0
100.0
vM
A
ilstryilm
b
e
o
a
F
vS
A
b
e
o
e
h
w
te
a
ta
g
vP
A
ilN
b
on
yn
tIB
n
ra
d
a
d
1.1% of the respondents said the availability of international brand in poor in Nandan
and 10.5% people said slightly available. 25.3% people said the international brand
34
are somewhat available,48.4% people said fairly available and the rest of them 14.7%
people said mostly available.
In this case also people have a similar view as was in case of Agora.
18) Rate the easiness of transferring your purchased goods from the counter to
your car in Agora?
Very
comfortable
Comfortable
Moderately
comfortable
Not easy
Too much of a hassle
Easiness of transferring goods to car in Agora
Valid
Too much of an
hassle
Not Easy
Moderately
Comfortable
Comfortable
Very
Comfortable
Total
Frequency
Percent
Valid Percent
Cumulative
Percent
5.3
5.3
5.3
26
27.4
27.4
32.6
31
32.6
32.6
65.3
28
29.5
29.5
94.7
5.3
5.3
100.0
95
100.0
100.0
35
T
rn
s
a
F
c
g
A
o
ra
C
o
n
u
t
0
%
3
12
82
655642000%
2
0
4
6
80
%
0
8
1 1
According to 5.3% respondents, to transfer purchased goods from counter to car in

Agora is too much of an hassle and 27.4% people said it is not easy . 32.6% people
said transferring goods from cart to car is moderately comfortable , 29.5% people said
it is comfortable and the rest of the respondents that is 5.3% said that it is very
comfortable.
Therefore most people (total 59%) said that its either moderately comfortable or
comfortable to transfer purchased goods to the vehicle.
36
your car in Nandan?
Very
comfortable
Comfortable
Moderately
comfortable
Not easy
Too much of a hassle
Easiness of transferring goods to car in Nandan
Valid
C
o
n
u
t
rfn
T
s
F
c
a
N
om
f3
rtM
o
lde
b
a
ra
tlyC
m
o
erta
V
yb
le
o
C
fn
m
rtad
o
la
b
e
otE
N
sT
a
oym
uch
fanh
o
sle
a
0
2
%
0
4
2
2
3
1
4
20C
2%
4
4
0
6
6
8
8
1
0
0
1
%
Too much of an
hassle
Not Easy
Moderately
Comfortable
Comfortable
Very
Comfortable
Total
Frequency
Percent
Valid Percent
Cumulative
Percent
2.1
2.1
2.1
13
13.7
13.7
15.8
24
25.3
25.3
41.1
34
35.8
35.8
76.8
22
23.2
23.2
100.0
95
100.0
100.0
According to 2.1% of the respondents, to transfer purchased goods from counter to

car in Nandan is too much of an hassle and 13.7% people said it is not easy . 25.3%
people said transferring goods from cart to car is moderately comfortable, 35.8%
people said it is comfortable and the rest of the respondents that is 23.2% said that it is
very comfortable.
Therefore a total of 84% people were found to be satisfied with the transferring
facility in case of Nandan.
37
20) Comparing to the list of product market prices given to you, what do you
think about the pricing in Agora?
Charges
much
too Somewhat
expensive
Equal to theA bit less thanVery

cheaper
price shown
the price shown than the price
shown
Prices of goods in Agora
Valid
Charges
too
much
Somewhat
expensive
Equal to the
price shown
A bit less than
the price
Total
Frequency
Percent
Valid Percent
Cumulative
Percent
6.3
6.3
6.3
60
63.2
63.2
69.5
25
26.3
26.3
95.8
4.2
4.2
100.0
95
100.0
100.0
C
u
o
n
t
rpriceic
A
e
o
a
p
x
iv
s
n
o
h
n
w
S
m
o
h
w
e
tE
a
as
u
q
lt5
eP
C
rg
a
h
sr
e
g
tom
uc
hA
itp
b
srictha
le
nh
e0
0e
64
0
2
2%
%
0
02
6
0
4
4
%
0
%
0 6
6
80
%
0
0
8
%
0
0 1
1
rc
e
P
n
t
About the price of the products, 6.3% of the people said Agora charges too much and
63.2% people said the products are somewhat expensive. 26.3% people said the
38
price are equal to the price in the local market. 4.2% said that the prices of product in
Agora is a bit less than the prices in the local market.
Therefore most people think that the prices of products in Agora are somewhat
expensive.
21) What do you think about the prices in Nandan?
Charges
much
too Somewhat
expensive
Equal to theA bit less thanVery

cheaper
price shown
shown
Prices of goods in Nandan
Valid
Charges
too
much
Somewhat
expensive
Equal to the
price shown
A bit less than
the price
Very Cheaper
Total
Frequency
Percent
Valid Percent
Cumulative
Percent
5.3
5.3
5.3
51
53.7
53.7
58.9
34
35.8
35.8
94.7
3.2
3.2
97.9
2.1
2.1
100.0
95
100.0
100.0
39
C
o
n
u
t
ric
P
N
d
n
sh
w
n
ricn
e
xS
n
siw
ve
plto
ric4
e
toe
u
m
ch
a
th
h
he
a
p
op
m
h
tE
a
qu
a
h
ha
C
rg
a
sp
e
A
l3
b
sC
V
ry0
0e
5
2
%
3
2
%
0
2
5
1
40
%
0
0
4
0
6
6
%
0
8
%
0
0
8
0
%
0 1
1
About the price of the products, 5.3% people said Nandan charges too much and
53.7% people said the products are somewhat expensive. 35.8% people said the
price is equal to the price in the local market. 3.2% respondents said that the price of
products in Nandan is a bit less than and 2.1% respondents said it is cheaper than
the prices in the local market.
Therefore in case of Nandan as well, most people think that they charge a price
somewhat more than that of the open market price.
40
22) What is your opinion regarding the room (space to freely maneuver) in
Agora?
Very spacious
Well spaced
It has
space
enoughCongested
Too congested
Space to move around in Agora
Valid
Too congested
Congested
It has enough
space
Well Spaced
Frequency
2
26
Percent
2.1
27.4
Valid Percent
2.1
27.4
Cumulative
Percent
2.1
29.5
39
41.1
41.1
70.5
24
25.3
25.3
95.8
Very Spacious
4.2
4.2
100.0
Total
95
100.0
100.0
C
u
o
t
n
p
c
a
A
reda
sp
ce
Ith3
a9
ou
n
ghC
n2
o
stdS
e
g
W
le
e
pg
S
co
a
V
ry4
e
pa
S
cio
uT
socn2
estd2
g
0
00
%
4
2
6
0
2
%
40
%
0
0
4
6
%
0
6
%
0
10
%
0
18
0 8
rc
e
P
n
t
Out of 95 respondents, 2.1% respondents said the free space to maneuver is very
congested while 27.4% people said the space is congested in Agora.41.1% said Agora
41
has enough free space to move .25.3% people said Agora is well spacious and 4.2%
people said very spacious.
Therefore though most people said that it is either well spaces or it has enough space,
a good number of people (29%) also pointed out that Agora is congested.
Nandan?
Very spacious
Well spaced
It has
space
enoughCongested
Too congested
Space to move around in Nandan
Valid
Congested
It has enough
space
Well Spaced
Frequency
5
Percent
5.3
Valid Percent
5.3
Cumulative
Percent
5.3
24
25.3
25.3
30.5
45
47.4
47.4
77.9
Very Spacious
21
22.1
22.1
100.0
Total
95
100.0
100.0
C
u
o
t
n
a
p
e
c
a
N
d
n
a
c
a
p
elS
W
ce
a
p
ds
IthS
en
u
o
h
g
e
V
S
ry
cio
a
p
sC
u
g5
n
o
td2
s
e
0
00
%
4
1
2
0
2
%
452
40
%
0
0
4
6
%
0
6
8
%
0
0
%
0
18
0 1
rc
e
P
t
n
42
5.3% respondents said the free space to maneuver is congested while 27.4% people
said there is enough space in Nandan. 47.4% people said Nandan is well spacious and
22.1% people said very spacious.
Unlike Agora, most people were satisfied with the spacing of Nandan and only about
5% find it congested.
24) What do you think about the car parking facility in Agora?
Excellent
Good
Fair
Bad
Very Bad
Parking facility of Agora
Valid
Very
Bad
Bad
Frequency
Percent
Valid Percent
Cumulative
Percent
5.3
5.3
5.3
28
29.5
29.5
34.7
Fair
32
33.7
33.7
68.4
Good
26
27.4
27.4
95.8
4.2
4.2
100.0
95
100.0
100.0
Excellen
t
Total
100
100%
80
80%
60
60% P
t
n
u
o
C
e
rc
e
n
t
40
40%
20
20%
32
28
26
0
Fair
Bad
Good
Very Bad
Excellent
0%
ParkFacAgora
43
According to 5.3% respondents the car parking facility is very bad and 29.5% people said car
parking facility is bad in Agora.33.7% people said car parking facility is fair, 27.4% people said
it is good and 4.2% people said it is excellent.
Therefore most people said that the parking facility is fair in case of Agora.
25) What do you think about the car parking facility in Nandan?
Excellent
Good
Fair
Bad
Very Bad
Parking facility of Nandan
Valid
Bad
Fair
Frequency
11
23
Percent
11.6
24.2
Valid Percent
11.6
24.2
Cumulative
Percent
11.6
35.8
Good
36
37.9
37.9
73.7
25
26.3
26.3
100.0
95
100.0
100.0
Excellen
t
Total
C
o
n
u
t
P
k
F
c
a
N
n
d
odE
G
xc2
la
e
tr
n
F
ir31
a
ad2
B
03
00
%
5
2
20
0
6
%
40
%
0
4
6
8%
%
0
80
0 6
1
0
%
0
1
44
According to 11.6% respondents the car parking facility is bad in Nandan. 24.2% people said
car parking facility is fair , 37.9% people said it is good and 26.3% people said it is excellent in
Nandan.
Therefore most people said that the parking facility of Nandan is good.
26) How much socially elevated do you feel about shopping at Agora?
Highly
Esteemed
Very Esteemed
Fairly Esteemed Indifferent
Social Esteem in Agora
Valid
Indifferent
Failry
Esteemed
Very
Esteemed
Highly
Esteemed
Total
Frequency
34
Percent
35.8
Valid Percent
35.8
Cumulative
Percent
35.8
36
37.9
37.9
73.7
16
16.8
16.8
90.5
9.5
9.5
100.0
95
100.0
100.0
C
u
o
n
t
S
c
ia
lA
o
g
ra
ilry3
a
tem
s
E
dInd
e
if3
rn
e
to
e
V
E
ry
te
s
dH
hly
ig
E
tem
s
d0
0F
9
1
6m
4
0
2
6
2%
%
0
0
4
4
%
0
6
%
0
0 8
6
%
0
0
8
%
0 10
1
rc
e
P
n
t
45
In answering the question how much socially elevated the respondents feel while
shopping in Agora,35.8% people said they are indifferent. 37.9% people feel fairly
esteem,16.8% people feel very esteem and 9.5% people said they feel highly esteem
when they shop at Agora .
Therefore most people (61%) agreed to the fact that there is some social factor
associated with shopping at these superstores.
27) How much socially elevated do you feel in shopping at Nandan ?
Highly
Esteemed
Very Esteemed
Social Esteem in Nandan
Valid
Indifferent
Failry
Esteemed
Very
Esteemed
Highly
Esteemed
Total
Frequency
31
Percent
32.6
Valid Percent
32.6
Cumulative
Percent
32.6
40
42.1
42.1
74.7
20
21.1
21.1
95.8
4.2
4.2
100.0
95
100.0
100.0
46
C
o
n
u
t
o
ia
lN
n
ailryE
stem
dIn
e
dife
rS
tc
n
ed
V
rya
s2
E
te
m
dH
igh
lyE
s4
tem
d2
0F
00
%
0
3
1
20
0
0
4
%
%
4
60
%
0
60
0 4
8
%
0
8
0%
1
0
1
In answering the question how much socially elevated the respondents feel while
shopping in Nandan ,32.6% people said they are indifferent. 42.1% people feel fairly
esteem,21.1% people feel very esteem and 4.2% people said they feel highly esteem
when they shop at Nandan.
47
28) The traffic jam is usually more in front of

Agora
Nandan
Traffic jam
Valid
Agora
Nandan
Frequency
63
32
Percent
66.3
33.7
Valid Percent
66.3
33.7
Total
95
100.0
100.0
Cumulative
Percent
66.3
100.0
n
d
A
o
g
ra
T
fN
ra
icja
m
66.3% of the respondents said that traffic jam is more in front of Agora and 33.7% of
the respondents said traffic jam is more in front of Nandan.
48
29) Do you think the presence of traffic jam effects your choice of a super store
for grocery shopping?
Very much
To some extent
Neutral
Not that much
Not at all
Effect of Traffic Presence
Valid
Very much
To
some
extent
Neutral
Not
that
much
Not at all
Total
Frequency
34
Percent
35.8
Valid Percent
35.8
Cumulative
Percent
35.8
35
36.8
36.8
72.6
14
14.7
14.7
87.4
8.4
8.4
95.8
4.2
4.2
100.0
95
100.0
100.0
C
o
n
u
t
ra
fP
rs
n
e
osm
e5
xtenV
rym
e
chT
u
N
u
e
trac
lN
otha
uchN
m
t4
o
al0
0T
8
4
1
4
3
2%
%
0
2
4
%
0
40
03
6
0
6
%
0
8
%
0
8
0
0%
1
1
0
49
35.8% answered that the presence of traffic jam in front of a superstore store affect
their selection of a superstore very much.36.8% people said it affect to some extent
and 14.7% people were neutral. 8.4% people said that traffic jam do not effect too
much on their choice of superstore. The rest 4.2% respondent said that traffic jam
doesnt effect at all.
Therefore, a total of approx. 69% of people were found to be concerned about traffic
jam while they make a choice of a store to go for shopping.
30) Do you think it is necessary for a super store to have a coffee shop?
Yes
Presence of coffee shop
Valid
Y
C
o
sN
fe
p
o
h
Yes
No
Frequency
79
16
Percent
83.2
16.8
Valid Percent
83.2
16.8
Total
95
100.0
100.0
Cumulative
Percent
83.2
100.0
50
Out of 95 respondents 83.2% agreed that it is necessary to have a coffee shop in a

superstore and 16.8% respondents said that it is not necessary to have a coffee shop in
a superstore.
CROSS TABULATION
Traffic jam Agora * Traffic Presence Cross tabulation
Count
C
o
n
u
t
ra
fic
ja
A
m
g
o
ra
oraT
g
N
ndn
a
0A
5
0
1
5
1
o
lm
0 T
2
h
cn
e
u
o
V
ye
hxte
5
2
fN
ra
sta
P
n
cu
B
rC
a
h
rt
a
TrafPrsence
TrafficjamAg
ora
Total
Agora
Nandan
Very much
24
9
To some
extent
23
13
Neutral
10
4
Not that much

3
5
Not at all
2
2
Total
62
33
33
36
14
95
51
As already mentioned more people (approx. double) said that there is more jam in
front of Agora than those who said the otherwise. Among those who said that there is
more jam in front of Agora, 76% are those whose choice of a shopping place is very
much or to some extent affected by the presence of traffic jam. Therefore these traffic
averse people would avoid shopping at Agora. On the other hand, among the people
who said that there is more traffic jam in front of Nandan, comparatively less number
of people said that presence of traffic jam affects their choice of a shopping place.
From here we can conclude that many people (33%) even out of those who think that
there is more jam in front of Nandan, would be willing to go to Nandan irrespective of
the traffic jam. Therefore, overall Nandan seems to be in a favorable position than
Agora when traffic jam is considered.
Age * Counter time Agora Cross tabulation
Count
CountertimeAgora
Age
20-30
31-40
Very Slow
4
0
Slow
11
8
Moderate
23
7
Fast
13
5
Very Fast
1
1
Total
52
21
41-50
14
Above
50
22
43
22
95
Total
Age * Counter time Nandan Cross tabulation

Count
CountertimeNandan
Age
Total
20-30
31-40
Very Slow
0
1
Slow
9
1
Moderate
22
11
Fast
18
8
Very Fast
3
0
Total
52
21
41-50
14
Above
50
11
38
41
95
52
Count
A
g
e
3
0
2
03
1
4
0
1
4
0
5
b
A
v
o
0
5
e
0
5
0
1
5
1
0
2
a
F
e
V
td
s
F
y
r
te
s
a
o
M
a
e
lim
S
w
o
S
y
r
w
lo
5
2
C
u
o
rV
te
n
A
e
g
a
r
a
B
r
h
C
t
r
a
Count
A
e
g
-3
0
2
03
1
0
4
5
1
4
0A
v
o
b
e
0
5
0
5
0
1
5
1
V
F
y
r
e
s
a
te
0
2
F
to
s
a
M
d
tlo
S
lw
5 B
2
V
S
y
r
e
w
o
te
n
u
e
tim
r
a
N
a
d
n
a
C
r
a
h
tC
r
In case of Agora all groups said that the counter service time of Agora is moderate,
except for the 31-40 years group, which said that it is slow. This age group comprises
of those people who are most hard core workers or at the prime time of their
employment life. On the other hand, this same group of people between the ages 3140 years was satisfied with the counter service time of Nandan. More interestingly,
people between the age groups 41-50 years and above 50 years of age even said that
53
the counter service time of Nandan is fast whereas they said that it is moderate in case
of Agora. Therefore, overall customers were found to be better satisfied with the
counter service of Nandan than Agora.
Parking Facility Agora * Mode of Transfer of Purchased goods Agora Cross tabulation
Count
Parking
Facility
Agora
Very Bad
Bad
Mode of Transfer of Purchased goods

Too much of
Moderately
an hassle
Not Easy
Comfortable
1
2
1
4
9
7
Comfortable
1
7
Very
Comfortable
0
1
Total
5
28
Fair
10
13
32
Good
10
26
Excellent
26
31
28
95
Total
Parking Facility Nandan * Mode of Transfer of Purchased goods Nandan Cross tabulation
Count
Parking
Facility
Nandan
Total
Bad
Fair
Mode of Transfer of Purchased goods

Too much of
Moderately
an hassle
Not Easy
Comfortable
1
4
2
1
4
11
Comfortable
3
6
Very
Comfortable
1
1
Total
11
23
Good
10
14
36
Excellent
11
11
25
13
24
34
22
95
54
C
u
o
n
t
a
rk
a
F
A
g
rG
o
a
V
ryB
e
adB
dP
a
F
irc
a
dE
o
ce
x
ln
t
0
2
4
6
8 V
1
ry
e
C
o
m
rb
le
m
o
le
b
10
2
d
y
N
tE
o
h
s
a
1
4
T
u
m
o
h
rnfrle
cta
F
gfa
A
rn
B
a
rC
h
tCM
C
u
o
n
t
a
k
a
F
N
c
a
d
n
aExcelnt
adP
B
irr
a
F
o
G
d
0
2
4
6
8 V
14
0
C
o
m
le
f3
le
b
ta
1
2
ird
a
4
%
1
o
s
u
m
le
o
h
n
1
F
N
c
a
drfab
n
B
a
rC
h
tCFbhTrneryom
We intended to draw a relationship between parking facility of a superstore and the

mode of transferring of purchased goods from counter to the vehicle as these two
55
factors are strongly related. We found that most people said that the parking facility of
Agora is fair. Out of these people, most people (40%) also said that the mode of
transfer is also moderately comfortable. Moreover around 49% of those people who
said that the parking facility of Agora is not satisfactory were also not satisfied with
the mode of transfer of purchased good.
On the other hand, 38% of the people said that the parking facility of Nandan is good
and out of these people most were also satisfied with the mode of transfer of
purchased goods. Moreover only 11% of the people were not satisfied with the
parking facility out of whom more than 50% were satisfied with the mode of transfer.
Overall, respondents were found to be more satisfied with both the parking facility
and the mode of transfer in case of Nandan than Agora.
It needs to be mentioned here that Nandan has its own parking space which can
accommodate greater number of vehicles than that of Agora. Agora has to share the
parking space with a number of other entities. Moreover, Nandan has a special back
door sliding track through which customers can directly slide down their trolleys from
the counter to the parking lot and transfer their purchased goods from the trolley to
their vehicle. Agora however uses the same route for entry and exit.
Income * Price of goods in Agora Cross tabulation
Count
Income
Total
Below
10,000
10,001
20,000
20,001
30,000
30,001
40,000
40,001
55,000
Above
55,000
Price of goods in Agora

Charges
Somewhat
too much
expensive
Equal to the
price shown
A bit less than

the price
Total
17
27
14
20
11
18
10
12
60
25
95
56
Income * Price of goods in Nandan Cross tabulation

Count
Income
Below
10,000
10,001
20,000
20,001
30,000
30,001
40,000
40,001
55,000
Above
55,000
Total
Price of goods in Nandan

Charges
Somewhat
too much
expensive
Equal to the
price shown
A bit less than

the price
Very Cheaper
Total
12
14
27
20
14
18
10
12
51
34
95
C
o
n
u
t
o
c
m
1
,e
0
2
4
,1-5
0
,0
B
low
0,0
1
-3
1
0,0
2
-In
1
3e
0,0
4
-5
1
A
ove
b
0
5
0
1
rA
5 p
1
tP
b
h
n
a
the
sh
w
q
E
a
u
lo
p
xS
e
n
p
sivh
o
m
hice
C
rg
e
m
h
0
2
cta
oe
g
A
rricu
B
rC
a
h
rt
a
57
C
o
n
u
t
o
c
m
,e
0
2
4
,0
,0
B
low
0,0
1
-3
1
0,0
2
-In
1
0e
3
-5
1
0,0
4
-5
1
A
ove
b
01
2
4
6
8
h
C
ae
rnricu
e
p
0
1
ticlo
b
eta
2
sivh
4B
1
rg
a
e
to
m
ch
N
np
dthe
rC
a
h
rtVeprAshEqexSoPChyicwuapnm
a
People of all income groups think Agora charges a somewhat expensive price.
Approximately the same % of people from each income group has the same
perception. On the other hand, price perceptions about Nandan do not follow the same
trend. People with income level below 10000 mostly think that Nandan charges a
price equal to the open market price. In the 10001-20000 income group, equal number
of people said that Nandan is somewhat expensive and that it charges a price equal to
the market price. However 78% people within the income bracket 20001-30000 think
that Nandan is somewhat expensive. People of higher income brackets also have the
same perception. It can be presumed that the kinds of products bought by people
within the lower income brackets would not be similar to those bought by higher
income groups. For example, people below 20000 income per month would tend to
buy everyday products whereas people from higher income brackets tends to buy
product of international brands more. Therefore, it can be concluded that Nandan
58
keeps its prices close to the open market prices for everyday products and thus is
more appealing to lower income groups. However, it keeps a higher margin for
international brand products and for more expensive products. Therefore overall,
Nandan can be said to manage its prices better than Agora.
Product Availability in Agora * Presence of International Brands in Agora Cross tabulation

Count
Product Availability
in Agora
Very Dissatisfied
Somewhat
Dissatisfied
Failry Satisfied
Presence of International Brands in Agora

Poorly
Slightly
Somewhat
Fairly
Available
Available
Available
Available
0
0
1
1
Mostly
Available
0
Total
2
13
20
23
51
Very Satisfied
12
24
Completely Satisfied
10
28
41
14
95
Total
Product Availability in Nandan * Presence of International Brands in Nandan Cross tabulation

Count
Product Availability
in Nandan
Total
Very Dissatisfied
Somewhat Dissatisfied
Presence of International Brands in Nandan

Poorly
Slightly
Somewhat
Fairly
Available
Available
Available
Available
0
0
1
1
1
3
4
2
Mostly
Available
0
1
Total
2
11
Fairly Satisfied
14
16
36
Very Satisfied
23
36
Completely Satisfied
10
10
24
46
14
95
59
C
u
o
n
t
rfidhd
P
c
tA
b
v
a
d
n
a
isV
te
a
is
te
a
a
S
flrle
tis
d
e
a
S
fe
tis
ap
S
fyd
tis
ryfidD
S
m
o
w
F
yN
V
rydC
m
o
le
0
5D
15
0
1
A
ilh
a
v
25
0 M
e
b
w
e
a
h
lig
ty
v
lb
2
ray
A
iab
N
d
n
nle
B
a
rC
h
tFASPIntBostairlvom
60
Approximately 54% people were found to be fairly satisfied with the product
availability of Agora among whom 45% think that products of international brands
are fairly available. Only 25% of the people were very satisfied with Agoras product
collection among whom 50% said that international brands are fairly available. In
total 84% of the people were satisfied with Agoras product availability and 60% of
these people were also satisfied with the availability of international brands. In case of
Nandan, more than 86% of the people were satisfied with its product collection and
68% of these people were also satisfied with the availability of international brands.
Therefore, overall Agora and Nandan are found to be in similar position in this respect
though likability was somewhat higher in case of Nandan than Agora.
Gender * Product Arrangement in Agora Cross tabulation
Count
Product Arrangement in Agora
Gender
Male
Female
Total
Disorganized
2
2
Neutral
8
14
Organized
22
31
Well
Organized
5
11
Total
37
58
22
53
16
95
Gender * Product Arrangement in Nandan Cross tabulation

Count
Product Arrangement in Nandan
Gender
Total
Male
Female
Disorganized
1
1
Neutral
10
13
Organized
22
31
Well
Organized
4
13
Total
37
58
23
53
17
95
61
a
B
rC
h
rt
a
en
G
d
r
e
leF
a
M
l
a
m
e
10
0
2
0
W
lrn
a
in
n
3
0
N
tiso
u
e
n
rg
zd
D
e
a
ctA
m
g
tN
d
B
rC
a
h
rtPrdO
a
o
C
n
u
t
C
u
o
t
n
n
e
d
rFem
aleG
al
0M
0
1
0
2
W
lam
iiee
n
O
n
a
rg
0 P
3
N
u
e
D
iso
rdctA
g
rn
tzA
rd
o
g
73% of the both male and female were satisfied with the product arrangement of
Agora. 70% male and 76% of the female were satisfied with the product arrangement
of Nandan. Therefore there is not much difference in the perception of both male and
female about product arrangement in agora and Nandan.
62
Gender * Coffee shop Cross tabulation

Count
Coffee shop
C
o
n
u
t
e
d
n
rFem
aleG
l
a
0M
0
1
0
2
0
3
0 C
4
0
5
B
rC
a
h
rtofeshNoYp
a
Gender
Male
Female
Total
Yes
32
47
No
5
11
Total
37
58
79
16
95
81% of the female said that they would like to have coffee shop in a superstore. 86%
of the male gave the same response. Therefore irrespective of gender, most men and
female would like to have a coffee shop in a superstore.
Gender * Cooperation of staff in Agora Cross tabulation

Count
Gender
Male
Cooperation of staff in Agora

Very
Dissatisfied
Dissatisfied
Neutral
2
2
14
Helpful
17
Very Helpful
2
Total
37
63
Female
Total
15
35
58
29
52
95
Gender * Cooperation of staff in Nandan Cross tabulation

Count
Gender
G
n
e
d
r
C
u
o
t
n
ale F
m
e
l
a
0
10
0M
2
3
0 V
4
0
B
rC
a
h
rteHNDiVeCorylpfutsarypHeiDAglpfudsatorifed
Total
Male
Female
Cooperation of staff in Nandan

Very
Dissatisfied
Dissatisfied
Neutral
2
0
17
0
5
18
Helpful
15
30
Very Helpful
3
5
Total
37
58
45
95
35
64
C
o
n
u
t
e
d
n
rFem
aleG
l
a
0M
5
0
1
5
1
0
2
5 C
2
0
3
B
rC
a
h
rtoVVpererHNDiNayylpfutsndeiaafultsefid
a
It was found that the most common response among both male and female about staff
cooperation was that they are helpful. 46% of the male and 60% of the female think
that the staff of Agora are helpful. In case of Nandan however, most men were found
to be neutral and 52% of the female thought that the staff of Nandan are helpful.
Overall 51% of men and 67% of female were found to be satisfied with the
cooperation of the staff members in Agora. On the other hand, 49% of the male and
60% of the female were satisfied with the cooperation of staff of Nandan. Therefore,
people of both the genders were found to be more satisfied with the staff of Agora
than Nandan.
65
Age * Space to move around in Agora Cross tabulation

Count
Age
20-30
31-40
Space to move around in Agora

Too
It has enough
congested
Congested
space
1
13
21
1
5
9
Well Spaced
13
6
Very Spacious
4
0
Total
52
21
41-50
14
Above
50
26
39
24
95
Total
Age * Space to move around in Nandan Cross tabulation
Count
Age
Total
20-30
31-40
Space to move around in Nandan

It has enough
Congested
space
Well Spaced
2
9
29
2
8
7
Very Spacious
12
4
Total
52
21
41-50
14
Above
50
24
45
21
95
66
C
o
n
u
t
g
e
-331
-40A
41
-50A
bo
ve
50
020
5
0
1
5
1
rylS
pu
cid
sd
u
o
0 S
2
sp
cn
a
Ith
o
C
g
sto
T
ste
5
2
ae
p
cA
gh
rad
o
B
rC
a
h
rtVeW
a
Most of the people between all age groups said that Agora has enough space.
However in case of Nandan, people between the age group 20-31 and above 50 said
that Nandan it well spaced. 79% and 73%of the people within the age bracket 20-30
were satisfied with the spaciousness of Nandan and Agora respectively. 52% and
71% of the people within the age bracket 31-40 were satisfied with the spaciousness
of Nandan and Agora respectively. 57% and 64%of the people within the age bracket
41-50 were satisfied with the spaciousness of Nandan and Agora respectively. 75%
and 63% of the people above 50 years of age were satisfied with the spaciousness of
Nandan and Agora respectively. Overall we can conclude that people within the age
group 20-30 and above 50 are more satisfied with the spacing of Nandan and people
within the age group 31-40 and 41-50 are more satisfied with the spacing of Agora.
67
CALCULATION OF SATISFACTION MEAN

Agora
Variables
Cooperation of shop attendants
Availability of desired products
Product Merchandising
Waiting time in queue to counter
Availability of International Brands
Easiness of transferring goods to car
Price of Essentials
Space to move around
Social Esteem
Parking facility
Average Response
3.56
3.18
3.85
2.96
3.58
3.02
2.28
3.02
2
4.16
2.96
Satisfaction mean
Weight
0.104737
0.192632
0.083158
0.073684
0.097895
0.088421
0.185263
0.063158
0.022105
0.020526
0.068421
Mean
0.372863
0.612568
0.320158
0.218105
0.350463
0.267032
0.4224
0.190737
0.044211
0.085346
0.202526
3.086409
Nandan
Variables
Cooperation of shop attendants
Availability of desired products
Product Merchandising
Waiting time in queue to counter
Availability of International Brands
Easiness of transferring goods to
car
Price of Essentials
Social Esteem
Parking facility
Satisfaction mean
Average
Response
3.55
3.43
3.89
3.38
3.65
Weight
0.104736842
0.192631579
0.083157895
0.073684211
0.097894737
Mean
0.371815789
0.660726316
0.323484211
0.249052632
0.357315789
3.64
2.43
3.86
1.97
1.17
3.79
0.088421053
0.185263158
0.063157895
0.022105263
0.020526316
0.068421053
0.321852632
0.450189474
0.243789474
0.043547368
0.024015789
0.259315789
3.305105263
68
CONCLUSION
From analysis and calculation, it can be clear seen that our null hypothesis of Agora
being able to provide better customer satisfaction than Nandan is completely refuted.
A = Customer satisfaction mean of Agora = 3.086409
whereas
N = Customer satisfaction mean of Nandan = 3.305105263)
Hence, H1:A < N
Most of the people were found to go for grocery shopping once a month. In total
however, greater percentage of people were found to be more satisfied with the
service of the attendants of Agora than Nandan. Though, respondents were more
satisfied with the product content of Nandan (18% more than that of Agora), they
would need to put more effort in this area. Both Agora and Nandan rank equally well
when it comes to shop layout. Overall, more respondents were satisfied (16% more)
with the counter service of Agora than Nandan. Similar views were obtained about
Agora and Nandan regarding availability of international brands. Greater number of
people (15% more) however were not satisfied with the mode of transfer of purchased
goods from counter to vehicle in case of Agora. This therefore is an alarming factor
for Agora and they need to improve their mode of transfer to alleviate customer
satisfaction level. More people think that Nandan charges a price which is better
within the acceptable range than Agora. With regard to spaciousness, Nandan ranked
higher and more satisfying than Agora. Overall customers were more satisfied with
the car parking facility of Agora than Nandan. More people (33% more) think that
there is more traffic in front of Agora than Nandan. And as more people were found to
be concerned about traffic while making a choice about a shopping place, Agora is at
a disadvantage. Most people would like to have a coffee shop in superstores. In this
regard as Agora has a coffee shop and Nandan does not, Agora would seem more
preferable to customers.
69
RECOMMENDATION
Any superstore should try to know if their customers are happy with the
product content of the store and put in some effort to find out what other
categories of products or brands of products they would like to see in the store.
This can simply be done by requesting customers to fill out a form asking for
the above information at the check out counter.
Superstores should have coffee shops with a good sitting arrangement. With
minimum amount of scopes and time of entertainment, shopping has been
taken up as a time of recreation. A lot of families come together for shopping
with all the family members. In this way they spend some time together and
also get done with the required work. Therefore having a place to sit and eat
and chat would be nice for them. Through this the stores would also be able to
spend more time with their customers.
They should control the traffic in front of a superstore because this is an
important factor. They should not allow people to park cars in front of the
shop. The authority of the superstore should arrange for personal security
guards who can control the traffic efficiently in front of the stores.
Superstore should have enough counters, depending on the amount of
customers they have, because people do not like to wait when they are in rush.
It has been seen that staffs are not well trained because they take too much
time for releasing one customer. Therefore special training should be given to
counter holders, so that they can carry on the computerized entries more
efficiently and quickly thus taking less time of the customers.
Superstores should try to keep prices of essential, everyday product, as low as
possible so that they can be lucrative to consumers of all income group.
70
Superstores can add value to their service by ensuring that the customers are
able to transfer the purchased goods from the counter to their vehicle
comfortably. Superstores should arrange for different routes for entry and exit
which would help them to control traffic better.
Superstores should put emphasis on their product arrangement. Different
categories of products should be arranged on different shelves and proper
notification of these categories should be made. Signs can be used to direct
customers to the different categories.
OPPORTUNITIES FOR ADDITIONAL RESEARCH

Because of our limited time we could not survey all the super shop of agora and
Nandan. We only did survey on Gulshan agora and Nandan. If we had time then we
could collect data from those super shops too. The sampling error can be reduced if
we would consider all the super shops of agora and Nandan which is situated in
Dhaka city.
Rush hours in the month of unavoidable political situation of our country were
another reason that acted as an obstacle while gathering data. Because of the political
situation we failed to our work properly. All the time we met lots of problem while we
were in the road. If it would be a better situation we could do our work with out any
mental pressure.
The information collected was not up to our expectation as concerned information
available to serve our purposes. The information provided us was given out only by
interviewing some knowledgeable persons. Some time people reacted so badly. When
we were asking them question they said they have no time to give more then30
questions answer.
71
Electricity supply is another limitation considered for doing this project. We could
also work at nsu lab if there were sufficient electricity. And that time we could gather
more information.
We did survey on the basis of the focus group in our apartment. Thats means we all
have more of less same amount of income and our purchase behavior is same too. If
we could survey on different focus group that time our survey result would be more
accurate.
72
BIBLIOGRAPHY
Zikmund, William G. Exploring Marketing Research, Oklahoma State
University
Armstrong, Kotler Principles Of Marketing, 10th edition, Pearson Education

Inc.
Malhotra, Maresh K. Marketing Research, 4th edition, Pearson Education Inc.
73
APPENDIX A (FOCUS GROUP DISCUSSION GUIDE)

Focus group discussion(FGD):
The purpose of the focus group discussion was to identify some important variables
that can be used to measure the satisfaction level of Nandan and Agora from
customers perspective .The focus group was composed of 10 peoples who were
selected randomly but were similar as they were from a neighborhood.. The focus
group discussion helped us to make the questionnaire comparing the two superstore..
It was a friendly discussion among the people from different age group, gender, and
income level. The people were selected randomly from a neighborhood of an
interviewer so that the focus group meeting can be arranged comfortably.
Moderator:
One interviewer who arranged the focus group discussion among the randomly
selected people acted as a moderator. The moderator did not lead the discussion but he
helped the conversation by raising different issues like the car parking, the product
availability and so on. The moderator tried to establish a rapport with the people of
the focus group to make them eager to talk and interact as they were from different
background. The interviewer asked the people to talk one at a time so, that we could
note down their opinion.
Content issues:
The subject of the focus group discussion was the customers satisfaction level about
super stores. The intention of the discussion was to find out how the customers define
satisfaction when its come to shopping at the superstores. The content of the
discussion were the existing facilities of the superstores and what are the additional
facilities the customers would prefer to have. The discussion also include that what
are the important criteria which help the respondents to choose one superstore among
others.The purpose of the discussion was to identify the variables from the customers
perspective which would help to prepare the questionnaire and the entire research
74
paper. Based on those variables, which were identified from the FGD, the comparison
was made between two superstore Nandan and Agora.
Probes:
The moderator asked different questions to guide the discussion towards the topic
whenever it was not on the track. The interviewer gave importance on individuals
opinion and comment and asked them to clarify whenever anything is not clear. For
example, the moderator asked question like Do you buy international brand? if the
answer is positive then to probe he had asked Does availability of international
brand will affect your choice of superstore? The most important questions that were
asked several times in the FGD What are the important facilities you like to have in a
superstore? and How do these facilities affect your choice of superstore? The
interviewers also gave silent probe and repeated the question when needed and based
on their answer the moderator requested to give explanation and noted them.
Projective technique:
The indirect questions were asked to enables the respondents to project beliefs and
true feelings on a third party or a situation. The moderator terminated the discussion
with asking several indirect questions that represents general people who shops at
Agora and Nandan. The people were asked question like Do you think people like to
shop in a superstore that they believe will represents their social esteem? This
technique of questioning helped the people to express their true feeling transferring on
other buyer
Closing issues:
Some direct questions were asked to summarize and narrow down the variables like
What are the most important facilities that affect your satisfaction while shopping in
a superstore? The people were asked to give some suggestion based on our topic
.Finally the interviewer thanked all the people for their cooperation .
75
APPENDIX B (SURVEY QUESTIONNAIRE)

SURVEY QUESTIONNAIRE
The following questionnaire pertains to a survey being done on the level of customer
satisfaction in two of the well known super stores, Agora and Nandan. The received
information will be subject to strict confidentiality and will be used solely for
academic purpose. Your sincere cooperation is kindly solicited.
Please put a check mark () on the given categories.

1) Gender: Male
2) Age:
Female
20-30
31 40
41-50
50+
3) Individual Income per Month:

10,000 or less 10,001-20,000
20,001-30,000 30,001-40,000
40,001-55,000 55,001 and above
4) How many members are there in your family?
1
5 and above
5) Occupation: (please specify)_______________________________
76
6) For how long have you been in this occupation?

Less than 1
year
1-2 years
2-3 years
3-4 years
More than 4 years
7) How often do you go to malls for grocery shopping?

Once a week
Twice a week
Trice a week
Twice a month
Once a month
8) What do you think of the cooperation of the shop attendants in Agora?

Very helpful
Helpful
Neutral
Dissatisfied
Very dissatisfied
9) What do you think of the cooperation of the shop attendants in Nandan?

Very helpful
Helpful
Neutral
Dissatisfied
Very dissatisfied
10) Are you satisfied with the availability of the desired products in Agora?
Completely
satisfied
Very satisfied
Fairly satisfied
Somewhat
dissatisfied
Very dissatisfied
11) Are you satisfied with the availability of the desired products in Nandan?
Completely
satisfied
Very satisfied
Fairly satisfied
Somewhat
dissatisfied
Very dissatisfied
12) In such malls, different categories of products are found to be arranged in an

orderly way on different shelves. What is your opinion regarding the orderliness
of such arrangement of the products in Agora?
Well
Organized
Neutral
Disorganized
Very disorganized
77
organized
13) What is your opinion regarding the orderliness of such arrangements of the
products in Nandan?
Well
organized
Organized
Neutral
Disorganized
Very disorganized
14) What do you think of the waiting time in queues to the counter in Agora?
Very fast
Fast
Moderate fast
Slow
Very slow
15) What do you think of the waiting time in queues to the counter in Nandan?
Very fast
Fast
Moderate fast
Slow
Very slow
16) What do you say about the availability of the international brands in Agora?
Mostly
available
Fairly available
Somewhat
available
17) What do you say about the availability of the international brands in
Nandan?
Mostly
available
Fairly available
Somewhat
available
your car in Agora?
Very
comfortable
Comfortable
Moderately
comfortable
Not easy Too much of a hassle
78
your car in Nandan?
Very
comfortable
Comfortable
Moderately
comfortable
Not easy Too much of a hassle
20) Comparing to the list of product market prices given to you, what do you
think about the pricing in Agora?
Charges too
much
Somewhat
expensive
Equal to the
price shown
A bit less than Very cheaper

shown
21) What do you think about the prices in Nandan?

Charges too
much
Somewhat
expensive
Equal to the
price shown
A bit less than Very cheaper

shown
Agora?
Very spacious
Well spaced
It has enough
space
Congested
Too congested
Nandan?
Very spacious
Well spaced
It has enough
space
Congested
Too congested
79
24) What do you think about the car parking facility in Agora?
Excellent
Good
Fair
Bad
Very Bad
25) What do you think about the car parking facility in Nandan?
Excellent
Good
Fair
Bad
Very Bad
26) How much socially elevated do you feel about shopping at Agora?
Highly
Esteemed
Very Esteemed
27) How much socially elevated do you feel in shopping at Nandan ?

Highly
Esteemed
Very Esteemed
28) The traffic jam is usually more in front of

Agora
Nandan
29) Do you think the presence of traffic jam effects your choice of a super store
for grocery shopping?
Very much
To some extent
Neutral
Not that much
Not at all
30) Do you think it is necessary for a super store to have a coffee shop?
Yes
80
Following is a list of facilities on which customer satisfaction of a super store

depends. Put weights (in %) beside each facility, according to your own choice of
preference, putting higher weights beside the options you think are more
important. All the individual weights should add up to one.
Service and cooperation of the
shop attendants
Availability of the desired
products
Arrangement of different
categories of the products in
different shelves
Waiting time in the queue to the
counter
Social Esteem
Easiness of transferring your
purchased goods from counter to
your car
Pricing of essentials
Availability of the international
brands
Presence of a coffee shop
Total
100%
81
82
APPENDIX C (CODE BOOK)

Question
Variable Name
No.
NA
NA
NA
7
Variable
Abbreviation
Gender
Age
Income
GroceryShopping
Responses
1= Male, 2= Female
1= 20-30, 2= 31-40, 3= 41-50, 4= Above 50
5= Very Helpful, 4= Helpful, 3= Neutral, 2= Dissatisfied, 1= Very

Dissatisfied
5= Very Helpful, 4= Helpful, 3= Neutral, 2= Dissatisfied, 1= Very
9 Cooperation of the shop attendants for Nandan
CoopNandan
Dissatisfied
5= Completely Satisfied, 4= Very Satisfied, 3= Fairly Satisfied,
10 Availability of the desired products for Agora
PrdctAvbleAgora
2= Somewhat Dissatisfied, 1= Very Dissatisfied
5= Completely Satisfied, 4= Very Satisfied, 3= Fairly Satisfied,
11 Availability of the desired products for Nandan
PrdctAvbleNandan
2= Somewhat Dissatisfied, 1= Very Dissatisfied
5= Well Organized, 4= Organized, 3= Neutral, 2= Disorganized,
12 Product merchandising for Agora
PrdctArrngmntAgora 1= Very Disorganized
5= Well Organized, 4= Organized, 3= Neutral, 2= Disorganized,
13 Product merchandising for Nandan
PrdctArrngmntNandan 1= Very Disorganized
14 Counter Service time for Agora
CountertimeAgora
5= Very Fast, 4= Fast, 3= Moderate, 2= Slow, 1= Very Slow
15 Counter Service time for Nandan
CountertimeNandan
5= Very Fast, 4= Fast, 3= Moderate, 2= Slow, 1= Very Slow
5= Mostly Available, 4= Fairly Available, 3= Somewhat Available
16 Availability of the international brands for Agora IntBrandAgora
, 2= Slightly Available, 1= Poorly Available
5= Mostly Available, 4= Fairly Available, 3= Somewhat Available,
17 Availability of the international brands for Nandan IntBrandNandan
2= Slightly Available, 1= Poorly Available
5= Very Comfortable, 4= Comfortable, 3= Neutral, 2= Not Easy,
18
TrnsFacAgora
1= Too much of an hassle
5= Very Comfortable, 4= Comfortable, 3= Neutral, 2= Not Easy,
19
TrnsFacNandan
1= Too much of an hassle
5= Very Cheaper than the price shown, 4= A bit less than the price shown,
20 Price of goods for Agora
PriceAgora
3= Equal, 2= Somewhat Expensive, 1= Charges too much
21 Price of goods for Nandan
PriceNandan
5= Very Cheaper than the price shown, 4= A bit less than the price shown,
8 Cooperation of the shop attendants for Agora
CoopAgora
83
22 Space for Agora
SpaceAgora
23 Space for Nandan

24 Parking facility for Agora
25 Parking facility for Nandan
SpaceNandan
ParkFacAgora
ParkFacNandan
26 Social factor for Agora
SocialAgora
27 Social factor for Nandan

28 NA
SocialNandan
TrafficjamAgora
29 NA
30
TrafPrsence
Cofeeshop
3= Equal, 2= Somewhat Expensive, 1= Charges too much

5= Very Spacious, 4= Well Spaced, 3= Enough Space, 2= Congested, 1=
Too Congested
5= Very Spacious, 4= Well Spaced, 3= Enough Space, 2= Congested,
1= Too Congested
5= Excellent, 4= Good, 3= Fair, 2= Bad, 1= Very Bad
5= Excellent, 4= Good, 3= Fair, 2= Bad, 1= Very Bad
4= Highly Esteemed, 3= Very Esteemed, 2= Fairly Esteemed, 1=
Indifferent
4= Highly Esteemed, 3= Very Esteemed, 2= Fairly Esteemed, 1=
Indifferent
1= Agora, 2= Nandan
1= Very Much, 2= To some extent, 3= Neutral, 4= Not that much,
5= Not at all
1= Yes, 2= No
84
85

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TABLE OF CONTENTS

where, A = Customer satisfaction

According to our FGD, the key

components that customers look for in choosing a store are as follows:

Customer prefers a spacious store to shop rather than a

SURVEY RESEARCH METHODOLOGY

Service holders who fall under the target population.

4) The results of the survey will

DATA COLLECTION METHOD

assisted the respondents to fill up the questionnaires and

collected it from them.

attendants and was found to be a factor in determining customer satisfaction regarding

DESIGN OF RECORDING FORMS:

EDITING AND CLEARING

SURVEY RESEARCH RESULTS

3) Individual Income per Month:

Cooperation of shop attendants of Agora

Cooperation of shop attendants of Nandan

Availability of desired products of Agora

2.1% of the respondents were very dissatisfied,13.7% people were somewhat

Availability of desired products of Nandan

2.1% of the respondents were very dissatisfied,11.6% people were somewhat

Product Merchandising in Agora

Product Merchandising of Nandan

About the product arrangement,2.1% people said the arrangement of product is

Waiting time in queue to counter in Agora

Waiting time in queue to counter in Nandan

Slightly available Poorly available

Availability of International Brands in Agora

Slightly available Poorly available

Availability of International Brands in Nandan

Too much of a hassle

Easiness of transferring goods to car in Agora

According to 5.3% respondents, to transfer purchased goods from counter to car in

Too much of a hassle

Easiness of transferring goods to car in Nandan

According to 2.1% of the respondents, to transfer purchased goods from counter to

Equal to theA bit less thanVery

Prices of goods in Agora

Equal to theA bit less thanVery

Prices of goods in Nandan

Space to move around in Agora

Space to move around in Nandan

Parking facility of Agora

Parking facility of Nandan

Fairly Esteemed Indifferent

Social Esteem in Agora

Fairly Esteemed Indifferent

Social Esteem in Nandan

28) The traffic jam is usually more in front of

Not that much

Effect of Traffic Presence

Presence of coffee shop

Out of 95 respondents 83.2% agreed that it is necessary to have a coffee shop in a

Not that much

Age * Counter time Nandan Cross tabulation

Mode of Transfer of Purchased goods

Mode of Transfer of Purchased goods

We intended to draw a relationship between parking facility of a superstore and the

Price of goods in Agora

A bit less than

Income * Price of goods in Nandan Cross tabulation

Price of goods in Nandan