A STUDY ON CONSUMER SATISFACTION AT VARIOUS

DEPARTMENTAL

STORE WITH SPECIAL REFERENCE TO BHOPAL CITY

Research Project Submitted in Partial Fulfillment of the Requirements

For the Degree of

BCOM Honours

By

TUSHAR SHARMA

To the

DEPARTMENT OF COMMERCE

BHOPAL SCHOOL OF SOCIAL SCIENCES

JUNE, 2021

Submitted by Guided by

TUSHAR SHARMA GEETANJALI

SHRIVASTAVA

18051160 Associate Professor

 Department of Commerce

CERTIFICATE

It is certified that the work contained in the project report titled “A

STUDY ON CONSUMER SATISFACTION AT VARIOUS DEPARTMENTAL
STORE WITH SPECIAL REFERENCE TO BHOPAL CITY,” by “TUSHAR
SHARMA ,” has been carried out under my/our supervision and that
this work has not been submitted elsewhere for a degree.

Signature of Supervisor:

Name: GEETANJALI SHRIVASTAVA, Associate Professor

Department: Commerce

Bhopal School of Social Sciences

June, 2021
 DECLARATION

I hereby declare that this project report entitled “A STUDY ON

CONSUMER SATISFACTION AT VARIOUS DEPARTMENTAL STORE WITH
SPECIAL REFERENCE TO BHOPAL CITY “was carried out by me for the
degree of BCOM Honours under the guidance and supervision of
GEETANJALI SHRIVASTAVA(Associate Professor) of Department of
Commerce, BSSS College. The interpretations put forth are based on
my reading and understanding of the original texts and they are not
published anywhere in any form. The other books, articles and
websites, which I have made use of are acknowledged at the respective
place in the text. This research report is not submitted for any other
degree or diploma in any other University.

Place: Bhopal
Name of the Student: TUSHAR SHARMA

Class & Section: BCOM Honours

Date: 22/06/21

ACKNOWLEDGEMENT
I would like to thank our Principal Dr. Fr. John P.J. and Vice
Principal Dr Sr Sonia Kurien for their immense support and blessings.
I thank our HOD Dr Amit Kumar Nag for his support. I would like to
express my special thanks of gratitude to my research guide
GEETANJALI SHRIVASTAVA, Associate Professor of Department of
Commerce for her valuable suggestions and guidance and for giving
me the golden opportunity to do this wonderful research project on the
topic: - A study on consumer satisfaction at various departmental
store with special reference to Bhopal city. Without her help it would
have been difficult for me to have reached this state of completion of
my project report. Also, I would like to thank my parents and friends
who helped me a lot in the preparation of this project.
I wish to acknowledge the help of all those who have provided me
information, guidance and other help during my research period.

CONTENTS

I. INTRODUCTION TO THE TOPIC

II. LITERATURE REVIEW

III. RESEARCH METHODOLOGY

IV. DATA REPRESENTATION AND INTERPRETATION

V. RESULTS ,FINDINGS AND DISCUSSIONS

VI. CONCLUSION

REFERENCES

ANNEXURE

I. INTRODUCTION OF THE TOPIC

Customer satisfaction is a measure of how product and services supplied by a

company can meet the customer expectations. Customer satisfaction is still one of
the single strongest predictors of customer retention. It's considerably more
expensive to attract new customers than it is to keep old ones happy. In climate of
decreasing brand loyalty understanding customer service and measuring customer
satisfaction are very crucial. There is obviously a strong link between customer
satisfaction and customer retention. Customer perception of service and quality of
product will determine the success of the product or service in the market.

With better understanding of customer perceptions companies can determine the

customer needs and actions required to meet the the customers needs. They can
identify their own strength and weaknesses where they stand in comparison to
their competitors chart out Parth future progress and improvement. Customer
satisfaction measurement helps to promote an increased focus on customer
outcomes and stimulates improvements in the work practices and processes used
within the company.

Inefficiency in the existing supply chains presents for the opportunity for organised
players to draw on this large market even as lack of consumer culture and low
purchasing power restricted the development of modern formats. Migration from
an organised or organised retail has been visible with economic development in
most countries. The Indian retail industry is the fifth largest in the world.
Comprising of organised and unorganised sectors India retail industry is one of the
fastest growing industries in India specially over the last few years. Though
initially the retail industry in India was mostly an organised however with the
change of taste and preferences of the consumers the industry is getting more
popular these days and getting organised as well. With growing market demand
the industry is expected to grow at a pace of 25 to 30% annually.

CONSUMER BEHAVIOUR : MEANING AND DEFINITION -

Consumer behaviour is the study of how individual customers groups or

organisations select buy, use and dispose ideas goods and services to satisfy their
needs and wants. 51st to the actions of the consumer in the marketplace and the
underlying motives for those actions. Marketers expect that by understanding
what causes the consumers to buy particular goods and services they will be able
to determine which products are needed in the marketplace and which are
obsolete and how best to present the goods to the consumers.

¶ personal factors such as age gender education and income level

¶psychological factors such as buying motives perceptions of the product and

attitude towards the product.

¶ situational factors such as physical surroundings at the time of purchase social

surroundings and time factor.

¶ social factors such as social status reference groups and family.

Consumer behaviour is the study of individuals groups or organisations and all the
activities associated with the purchase use and disposal of goods and services
including the consumers emotional mental and behavioural responses that
precede or follow these activities. Consumer behaviour emerged in the 1947 fifties
as a distinct sub discipline in the marketing area. Consumer behaviour is an
interdisciplinary social science that blanks elements from psychology sociology
social anthropology anthropology ethnography marketing and economics specially
behavioural economics. It examines how emotions attitudes and preferences
affect buying behaviour. Characteristics of individual consumers such as
demographics personality lifestyles and several variables such as usage rates usse
location loyalty

brand advocacy willingness to provide a difference in an attempt to understand

peoples wants and consumption are all investigated in formal studies of consumer
behaviour. The study of consumer behaviour also investigates the influences on
the consumer from group such as family friends for its reference groups and
society in general.
INTRODUCTION TO INDUSTRY -

The Indian retail sector is witnessing tremendous growth with the changing
demographics and then improvement in the quality of life of urban people. The
growing influence of India's consuming class the emergence of retail
entrepreneurs and a variety of imported products particularly in the food and
grocery segment has been one of the main drivers for the current retail boom in
the domestic market. Retailing is defined as a definite set of activities or steps
used to sell a product or services to consumers for their personal or family use. It is
responsible for matching individual demands of the consumer which supplies of all
the manufacturers. Retail is India's largest industry accounting for over 10% of the
country's GDP and around 8% of the employment. The scenario has changed after
the LPG revolution. In late 90s government of India tried to create the bubble by
allowing the global players in the retail arena. The government allows 100%
foreign direct investment in cash and carry through the automatic route and 51%
in single brand.retail is among the fastest growing sectors in the country. India
reigns first ahead of Russia in terms of emerging markets potential in retail and is
deemed a priority one market for international retail.

A retailer or retail store is any business enterprise whose sales volume comes
primarily from retailing. Retail organisation exhibit great variety and new forms
keep in emerging. There are store retailers non store retailers in retail
organisations. Consumer's today can shop for goods and services in a wide variety
of stores. The best-known type of retailer is the department store. Japanese
department store searches takashimaya and mitsukoshi attract millions of
shoppers each year. These stores feature art galleries cooking classes and
children's playgrounds. Retailer is at the end of the distributive channel. He
provides goods and services to the ultimate consumers. This he does through his
small organisation with the help of a few personal. In an individual retail store
there is not much scope for organisation except in the sense that the shopkeeper
has to organise his time and resources. The need for organisation becomes
essential as soon as the highest people who enters into partnership or taste the
help of members of his family in running his store.

With that end in view he has to pursue a policy to achieve his objective. This policy
is called retailing mix. A little mix is the package of goods and services that store
offers to the customers for sale. It is the combination of all efforts playing by the
retailer and ine embodies the the adjustment of the retail store to the market
environment. Retailing mix communication mix and distribution mix. The
maximum satisfaction to the customers is achieved by a proper blend of all three.

The success of the retail stores therefore depends on customers reaction to the
retailing mix which influences the profits of the store its volume of turnover its
share of the market its image and status and finally it survival.

INTRODUCTION TO COMPANY PROFILE -

RELIANCE FRESH

Reliance industries limited (RIL) is an Indian multinational conglomerate

headquartered in Mumbai. Reliance on business across India engaged in energy
petrochemicals textiles natural resources retail and telecommunications. Reliance
is one of the most profitable companies in India the largest publicly traded
company in India by market capitalisation and the largest company in India as
measured by revenue after recently surpassing the government control Indian oil
corporation. It is also the 8th largest employer in India with nearly 195000
employees. On 10 September 2020 reliance industries become the first Indian
company to cross $ 200 billion in market capitalisation.

The company is 996 on the fortune global 500 list of the world's biggest
corporations as of 2020. It is bend it among the top 250 global energy companies
by platts as of 2016. Reliance continues to be India's largest exporter accounting
for 80% of India's total merchandise exports with a value of rupees 147 755 crore
and access to markets in 108 countries. Reliance is responsible for almost 5% of
the government of India total revenues from customs and excise duty. It is also the
highest income tax payer in the private sector in India.

Reliance fresh is the retail chain division of reliance industries of India which is
headed by Mukesh dhirubhai ambani. Reliance has entered into this segment by
opening in new retail stores in two almost every metropolitan and regional area of
India. Reliance plans to invest rupees 25000 crores in the next two years in the the
retail division and plans to begin retail store in 784 cities across the country. The
supermarts will sell fresh fruits and vegetables staples groceries fresh juice and
dairy products and also spot a separate and closure and supply chain for non
vegetarian products.

AAPOORTI
Aapoorti started with a small 500 square feet area at indrapuri and since there it's
flourishing in the business of retail there now we are operating with five
hypermarkets and three super markets with over 1.5 lakh software product
currently dealing in the ki supplement areas of FMCG daily needs garments shoes
households etc. Mithun a village football of 10000 customers per day. Now we
have more than 2.5 let satisfied customers in Bhopal itself. We offer a wide range
of food products for all your everyday needs with a huge range of options in every
category write from fresh cereal, rice Dal spices and seasonings to packaged
product beverages personal care products households and even garments and
shoes. We offer you the best quality grocery products which you can buy online
and have them delivered to you conveniently. Aapurti has always focused on
providing the best value to its customers. Exclusive offers and best prices give our
customer more than one reason to come back for more.

Mr Imran khan is the founder and managing director of aapoorti shopping mall
limited wholesale degree in fca and an immense amount of experience in retailing.
He found aapoorti shopping mall limited 2002 to fulfill his vision to penetrate and
take potential of all the available retail channel.

We believe in a more valuable and less invasive way where customers are earned
rather than bought. Our vision is to connect every home and provide autofill
facility of daily needs. We aim to watch omnichannel retail concept to tap into all
the potential retail channels like brick-and-mortar deliveries, virtual markets
automatized stores and automatized homes etc. Aapurti believes in providing the
highest level of customer service and discontinuous innovation to meet customers
expectations. We aim to be India's dominant and pioneering omnichannel grocery
retailer by redefining India freshest and finest product experience.

JUSTIFICATION OF THE TOPIC -

Customer satisfaction should be considered a vital component of any business
because it provides marketers and business owners with a metric that can be used
to measure and improve business performance from a customer perspective. Not
only is it a leading indicator of consumer repurchase intentions and loyalty but it is
also a great way to understand if they will become long-term repeat customers or
even advocates. On the other hand it can also provide the initial warning signs
that a customer is unhappy and potentially at-risk of leaving. With all this
considered customer satisfaction can provide businesses with crucial information
to understand what aspects are successful and where improvements need to be
made.

Between a competitive marketplace where businesses are constantly competing

for customers customer satisfaction is often seen as a key differentiator of an
acting as a final purchase trigger point. Businesses that tend to succeed in this
hostile environments are the ones that make customer satisfaction Central to their
business strategy. Buy regularly measuring and tracking customer satisfaction you
can make informed decisions to put new processes in place to increase the overall
quality of your customer service and elevate yourself above the competition.
Therefore it is one of the leading metrics used to measure customer repurchase
and customer retention.

A totally satisfied customer contributes 2.6 times more revenue than a somewhat
satisfied customer. Further more totally satisfied customer contributes for 14
times more revenue than a somewhat dissatisfied customer.

II. LITERATURE REVIEW -

According to Leif E.Hem(2001) "retail stores with fire protection should provide
consumers with greater risk and show encourage more positive evaluations then
return store follow application this notion should be true for FMCG".

Bottomley and holden (2001) propose that"the quality of the parent retail store
and different between the pen and retail stores in the retail store selection RK
determinants of consumer evaluations of retail stores selections". And reveal
that"cultural differences influence how retail stores elections are evaluated with
respect to relative measurement factors". Also propose"consumers retail stores
selection evaluations are also determined by the dimensions of fit (that is the
complimentarily and transfer ability of assets and skills between the parent retail
stores and the retail store selection and to what extent consumers perceive the
retail store selection is difficult to produce".
Klink and Smith(2001) explain that"the success of a retail stores extension is
largely determined by how customers evaluate the selection".

Martinez and Pina (2003) argued that line selection decreases the risk of failure of
new products because consumers initially are more willing to accept products
marketed under known retail stores.Martinez and Pina defines that "this strategy
is not free from this since it is not convenient for all the retail stores and moreover
it may have negative effects on the image of the extended retail stores".

Marketing mastermind (2003) "HUL rural marketing initiatives have given the
perspectives in which HUL has approach towards rural marketing,"Keller(2003)
argues that " the retail stores selections allow consumers to draw conclusions and
form expectations about the potential performance of a new product based on
their existing knowledge about the retail stores".

Keller (2003) reveal that "firstly selections can clarify the retail stores meaning to
consumers and define the boundaries of the domain in which it competes".Keller
propose that " a new or rejuvenated product can be a mean to renew interest and
improve attitude towards the parantu retail stores". According to keller "the
image of the parent retail stores can be heard irrespective of the success or failure
of the selection".

Balachandar and Ghose(2003) reveal that "forward spillover effects from

advertising of a parent retail stores on choice of a retail store selections are
limited".

The findings of mortimer(2003)suggest that "retail store selection makes

economical sense to try to deliver the same emotional benefits in a different
market. According to the mortimer companies should do the retail store selection
to a large extent new product introduction are crucial for a firm to sustain its long-
term competition".

According to Keller retail store selection allows customers to draw conclusion and
form expectation about the potential performance of a new product based on
their existing knowledge about the retail stores.

Kim and John (2008) defines that consumer's evaluate retail stores elections on
the basis of their perceived fit with the parent retail store.

III. RESEARCH METHODOLOGY -

Research methodology is the specific procedures or techniques used to identify
collect and analyse information about a topic. The important uses of research
methodology is that it helps in identifying the problem collecting and analysing
the required information data and providing an alternative solution to the
problem. It also helps in collecting the vital information that is required by the top
management to assist them for the better decision making both day-to-day
decision and critical ones.

OBJECTIVES OF THE STUDY -

• To know the customer satisfaction at the store.

•To identify the factors that influence the customers to choose the store.

•To know the variety of products available according to the needs of the customer.

•To measure the consumer perception towards selection of retail store.

•To a consumer perception retail store wise.
OPERATIONAL DEFINITIONS -

1) Departmental store - a department store is a retail establishment offering a

wide range of consumer goods in different areas of the store,each department
specialising in a product category.

2) Customer preference - it is the crucial factor in the competitive field customer

satisfaction could greatly affect predicting customers post purchase behaviour.

RESEARCH HYPOTHESIS -

1)H0 - Customers has less satisfaction in aapoorti store.

2) H1 - Customers has more satisfaction in reliance fresh than aapoorti store.

SCOPE OF THE STUDY -

Customer satisfaction can be interpreted as a response of the

interaction between the organisation and their customer. Moreover
customer satisfaction cannot be restricted to the provided service or
product. There is something else that is customer expectations,
perception, taste and preferences, buying behaviour and income level
with respect to customer satisfaction.

The benefit of the server is that it gives the management and education
of general levels of satisfaction of the customers. The survey also helps
and indicating the specific areas of satisfaction or dissatisfaction in the
marketplace. This server can tell how a customer feels about the
supermarket and it helps a diagnostic instrument for assessing
customer problems.
For the supermarket a satisfied customer will gives higher productivity
due to fewer desruptions caused by changes in the economy all losing
the loyal customer etc.

Customer expectation differs from person to person. The supermarkets

assigned to a customer should be of interest to them.

TYPE OF DATA USED -

Primary data - primary data is the kind of data that is collected directly from the
data source without going through any existing sources. It is mostly collective
specially for a research project and may be shared publicly to be used for other
research. Primary data is often reliable authentic and objective in as much as it
was collected with the purpose of addressing a particular research problem.

SAMPLE SIZE - The sample size was 100 but collected only 60 responses.

METHOD USED - QUESTIONNAIRE

GEOGRAPHICAL AREA - BHOPAL CITY

DATA ANALYSIS PROCEDURE - PIE CHARTS .

LIMITATIONS OF THE STUDY -

Possibility of errors in data collection because many of investors may have not
given actual answers of my questionnaire.

Some of the persons were not so responsive.

Sample size is limited to 100 respondents of Bhopal.

The sample size may not adequately represent the whole market.
Some respondent were reluctant to divulge personal information which can affect
the validity of all responses.

The research is confined to a certain part of Bhopal.

DATA REPRESENTATION AND ANALYSIS -

In my research, the male respondents were 56.7%whereas the female

respondents were 43.3%.
 In my research, I have mainly focused on the age group between 18 - 45
which is 98.3%of total 100%.
 In the research, 71.7% respondents visits Reliance Fresh whereas only
28.3% respondents visits Aapoorti. It clearly shows how people are satisfied with
the reliance Fresh services.. Aapoorti should make some changes so that visitors
can be increased as compared to reliance Fresh.
In the research, 17 and 43 respondents visits to aapoorti and reliance Fresh
respectively. 47.1%respondents visits aapoorti in a month whereas 51.2%
respondents vists reliance Fresh in a month. 17.6%respondents visits aapoorti
frequently which is good as compared to 7% of reliance Fresh.
 In the research, 52.9% respondents of aapoorti prefer to buy grocery from the store whereas
81.4% respondents of reliance Fresh prefer to buy grocery from it which shows that people
mainly visit the stores for grocery.Aapoorti is good for clothes as many respondents visit the
store for clothes as compared to reliance Fresh.
In the research, 76.5% respondents says they find the items easily in aapoorti store whereas 83.7%
respondents says that they find the product easily in reliance Fresh. So, the fact interpreted from this
can be that the aaporti should place the products at right place and should provide direction to the
visitors so that they can find the product easily.
In the research, 72.1% respondents feels that the cashier does not process the transaction
quickly in reliance Fresh whereas 82.4% respondents of aaporti feels that the cashier process
the transaction quickly. Reliance Fresh should think on this because if the cashier is not quick
of the store it can effect the satisfaction level of the customer and the customer can switch to
other store.
Around 70.6% respondents of aaporti store are satisfied with the services
provided to them by aaporti store. Around 62.8% respondents of reliance Fresh
are satisfied with the services provided by the store whetas 27.9% respondents
are not sure about it.
39.5% respondents of reliance Fresh says that prices charged are reasonable vwheres 35.3%
respondents of aapoorti feels that prices charged are reasonable. 53.5%respondwnts says on some
product of reliance Fresh whereas 52.9% respondents of aapoorti says price are reasonable on some
product.
16.3% respondents of reliance Fresh mark the store product excellent whereas
only 5.9% respondents marks product of aapoorti in excellent category. There is
0%respondents for bad categoy products in both the stores.
62.8% respondents says covid safety measures are taken in reliance Fresh where as 52.9% respondents
says covid measures are taken in aapoorti store. Which shows that both the stores are not following
the covid protocols 100%. They should start follow the rules of covid as it will highly impact the
revenue of the stores.
70.6% respondents of aapoorti didn't used online app of the store wheras 65.1% respondents of
reliance Fresh also didn't used the online app of the store. Both the store should promote their app as
it will help them to provide goods to their customers.
41.2% respondents of aapoorti are agree to the point that the store is clean and
hygienic wheras in reliance Fresh 53.5% respondents are agree tobthe above
point. 14% respondents of reliance Fresh are strongly agree tobthe above point
wheras 0% respondents of aapoorti are strongly agree to the point.
58.1%respondents are satisfied at reliance Fresh whereas only 47.1%
respondents are satisfied at aapoorti.

RESULTS AND DISCUSSIONS

MAJOR FINDINGS -

The reputation of the retail stores is a crucial factor influencing the likelihood of
successful retail store selections.

It was found that the retail stores selection stops consumers to switch over to
some other retail stores.

The success and failure of the retail store selection highly effective the Goodwill of
the parent brands.

Selection provides a wide variety of goods under a single retail stores.

It was found that retail stores selection affects the loyalty of the consumers.

It was found that the quality of the extended product is not always better than the
previous one.

The awareness and trust about the retail stores is a strong factor to reduce the
risk of failure of new product.

It was found that the selection should be according to the expectation of the
customers.

More number of people prefer to visit reliance fresh as compared to apoorti store.

Consumers goes to reliance fresh mainly for grocery where as many visits aapoorti
for clothes.

Both the stores were cleaned , hygiene and well maintained.

Many peoples were not aware about the the online app of the stores.

SUGGESTIONS -
Both the stores should increase their variety of products, so that the consumer can
get the necessary products under one roof.
Stores should follow the covid-19 guidelines.

Reliance fresh should appoint an efficient employee at the cash counter, so that
the billing system could be made faster and easier for the customers, and it will
also increase the level of satisfaction of the customers.

Both the stores should promote their online app as it is found in the research that
the customers are not aware about the online app of the store.

Due to covid-19 pendemic, both stores should popularize their app so that there
won't be much crowd in the store, and will also help to stop spelling of coronavirus.

CONCLUSIONS -

Here's the conclusion to my research project. Reliance fresh is one of the

subsidiary of reliance group of companies under Mukesh ambani with more than
1000 outlets across the country serving over 2.5 millions of customers.

Mostly the age group between 18 to 45 years visits the store.

The study of the report shows there many people prefer to go to reliance fresh
rather than aapurti store.

The study of my report shows that the people visits the reliance store in a month
To buy grocery.

Many people visit aapoorti frequently to buy clothes.

The study shows that the customers find their products easily in reliance fresh.

The billing system of aapoorti is fast due to less crowd.

People are more satisfied by the services provided at the the reliance store.

This study shows that, in both the stores, prices charged are reasonable only on
some product.
The study shows that the reliance fresh offers high quality products.

The customers are not satisfied by the safety measures taken by the stores.

Both the stores are moderately hygienic and clean.

The study shows that most people are satisfied from the reliance fresh.

REFERENCES -

https://www.slideshare.net

https://www.aapoorti.com

https://www.researchgate.net

https://www.ijemr.in

https://www.google.com

https://www.slideshare.net/jas.bhatia/reliance fresh

https://www.wikipedia.com

https://www.researchindia.com

ANNEXURE