Research Report

On

“SATISFACTION OF CUSTOMERS TOWARDS D-MART”

Submitted By:

Ritesh M. Gholap

Under Guidance:

Prof.Amitabh Patnaik

Dr. D.Y. Patil Pratishtan’sPadmashree Dr. D.Y. PATIL INSTITUTE OF MANAGEMENT STUDIES

AKURDI, PUNE-411044

ACKNOWLEDGEMENT

We would like to take this opportunity to express our sincere thanks to all those who have

provided us with valuable guidance towards the completion of this research.

First and foremost, to our subject teacher Prof. Amitabh Patnaik for his useful guidance,

making available to us his immense knowledge and experience.

ABSTRACT

This research paper considers the understanding of the customers’s satisfaction towards and

perceptions towards Dmart;. Specifically this research will seek to identify which factors

affect on satisfaction.

The purpose of this study is to find out overall satisfaction towards Dmart. Some people are

satisfied about price,some people about product variety.Research was done through

questionnaire and discus with some customers in college campus who are customers of

Dmart.. Retailers have recognized this trend and are of the view that customer satisfaction

plays a role in the success of business strategies. Therefore it has become important for

grocery retail stores to try and manage customer satisfaction. This paper was thus developed

to investigate the satisfaction levels of customers inDmart. Data was collected fromDmart in

akurdi,pune. The study examined the importance of overall dimensions and specific elements

of customer satisfaction towards the measurement of satisfaction levels.

INTRODUCTION

1.1 Background

D-Mart is a chain of hypermarket and supermarkets in India started by R K Damani. As

of 2015, it has 89 stores spread across Maharashtra, Gujarat, Telangana, Andhra

Pradesh,Madhya Pradesh and Karnataka, and a recent purchase of property in Rajkot[2]

shows that it is well advancing towards expanding across India.Traditionally, companies

have relied only on differentiation of products and services to retain their customers and

also to satisfy the consumers. However, times have changed, due to fierce competition

from new players entering the market, imitation of new features and increase in number

of new offers, customers have acquired new choices and they have also become more

price sensitive, which has forced marketers to adapt differentiated and customer oriented

strategies in order to enable them to stand out in the competition and gain a competitive

edge. According to Singh (2006), one of the fundamentally important drivers of

organizational success is that enterprisers must take the needs and wants of their

customers into account. That is the reason why the researcher such as Reicheld & Sasser

(1990); Ciavolino & Dahlgaard (2007), Singh (2006); LaBabera & Mazursk (1983);

Carpenter (2008); Bridson et al (2008) have paid attention to the importance of customer

satisfaction, loyalty and retention have been continuously paid attention worldwide.

Due to the tremendous growth of service industry in which retailing sector plays an

important role, it is vital for retailers to understand the degree of importance of listening

to the inner voice of customers´ needs to create, increase level of satisfaction. Ultimately,

effective satisfaction leads to prospective long term relationship and loyalty through

repeating purchase and recommendation, which helps retailers maintain their market

share and position. Consumer´s needs have become sophisticated and it is imperative that

grocery stores look for building long term and stable relationships with their customers

as a way of driving satisfaction up since satisfaction does translate later into loyalty and

retention

1.2 Aim and Objective

The aim of the paper was to identify and describe factors of customer about overall

satisfaction of d- mart.

The research also measured level of satisfaction customers towards D-mart.

Comparatively analyze customer satisfaction for D-mart.

LITERATURE REVIEW

In this chapter of the research, we have given a theoretical background of customer

satisfaction and also explained all the factors which influence customer satisfaction in

Supermarkets. This section described what a supermarket and hypermarket are. Section 2.1

described customer satisfaction using the available literature from other researchers; 2.2

described the different dimensions of customer satisfaction

2.0 Definitions Supermarket (D-mart)-

According to the Webster International dictionary (1993), a Supermarket is a self-service

store or independent retail market offering a wide variety of food and household

merchandise, organized into departments. It is larger in size and has a wider selection than a

traditional grocery store and it is smaller than a hypermarket or superstore.

2.1 Customer Satisfaction

According to Hasemark and Albinsson (2004) cited in Singh (2006:1) “satisfaction is an

overall attitude towards a product provider or an emotional reaction to the difference between

what customers expect and what they actually receive regarding the fulfillment of a need”.

Kotler (2000); Hoyer &MacInnis (2001) also define satisfaction as a person‟s feelings of

pleasure, excitement, delight or disappointment which results from comparing a products

perceived performance to his or her expectations. Satisfaction means the contentment one

feels when one has fulfilled a desire, need or expectation. Furthermore, Customer satisfaction

can be a measure of how happy customers are with the services and products of a

supermarket. Keeping customers happy is of tremendous benefit to companies. Satisfied

customers are more likely to stay loyal, consume more and are more likely to recommend

their friends to the business.

2.2. Dimensions of customer Satisfaction.

Satisfaction is affected by many factors which include price, billing systems, location,

parking system, location etc.

METHODOLOGY

In this chapter, methodology is explained in order to relate literature review and the analysis

of the data to be done for this research. In section 3.1 research question was defined. Section

3.2 explained approach, strategy and data collection methods. Section 3.3 was about research

related questionnaire design. Theoretical framework for analysis was given in section 3.4.

Sampling procedure for service quality related questionnaire was given in section 3.5.

3.1 Research questions

In the research, we have identified the elements of consumer satisfaction regarding their

shopping experiencesin Dmartthrough the eyes of the customer and to measure satisfaction

levels for Dmart.

What is the satisfaction level of customers at supermarkets?

3.2 Research Strategy and Data collection Method

Research Type This research was descriptive, which drew a picture of the topic and

describes characteristics of a phenomenon or situation in its current state, namely customer

satisfaction. Besides, the research sought to indentify relevant attributes of this phenomenon

to answer the question what and how. In descriptive research, correlation, and survey

research are used. For the research, survey plus observation were the suitable ways to capture

the phenomenon at the moment. The selected approach was based on personal observation

and shopping experiences from perspectives of customers when they do their grocery.

This research adopted quantitative research is aimed to identify various elements and measure

level of customer satisfaction. It also focused on known variables and they described

predictable features of the subject such as service, billing facilities, personnel service, price

etc.Our aim is to analyze empirical result from the survey for reliable conclusion of

satisfaction level measured atDmart. Measurement based on statistical evaluation on rate of

importance of related dimensions which the researchers developed in the model before survey

was conducted. The result was calculated with SPSS TOOL.Quantitative takes less time to

complete and it is normally possible to predict accurately the time schedules whereas

qualitative research can be much more prolonged. Most of thesis studies were time

constrained. Hence, quantitative approach was the preferred approach. In quantitative

research, survey is a frequently used and universal approach because it covers a larger

respondent population to collect data in highly economical way in comparison with

qualitative.

SELECTED PARAMETER FOR STUDY

Satisfaction:

Why was this parameter selected ?

Customers satisfaction is main factor of study because it directly contributes to overall sales

of D-mart. If customer is satisfied then he will allways prefer our product alllways and it

leads to loyal customer. So it is very important to consider satisfaction of our loyal customers

Place:

DYPIMS is very close to Dmart. And most of students in college prefer to buy from D-mart

on regular basis. So it was convenient to take response from them as customers.

OBJECTIVE OF THE STUDY

The objective of this study is to find out which mode of transport is mostly preferred by the

passenger. On what basis people choose their mode of transport. Is there any improvement

needs to be done in local railway and bus transport. If they are asked about rush, littering,

unhygienic, safety and comfort, place, fare, theft than which mode of transport they would

choose.

RESEARCH METHODOGLY

Type of Research: Descriptive Research

Field of Study:Satisfaction of customers towards Dmart

Spss method used –regression anlysis

Sample Size:50

Data collection Technique:

a)Primary data – Collected through Questionnaire and Discussions

B)Secondary data - Collected from various research journals, periodicals and reports

Main Hypothesis:

1) Nul l hypothesis: Customers of D-mart are not satisfied about Dmart.

2) Alternative hypothesis: Customers are satisfied about Dmart..

a) merchandise

1)Null hypothesis: Customers are not satisfied about the merchandise.

2)Alternative hypothesis: Customers are satisfied about the merchandise.

b)service

1)Null hypothesis: Customers are not satisfied about theservice.

2)Alternative hypothesis: Customers are satisfied about the service.

c)price

1)Null hypothesis: Customers are not satisfied about the price.

2)Alternative hypothesis: Customers are satisfied about the price.

d)billing system

1)Null hypothesis: Customers are not satisfied about the billing system.

2)Alternative hypothesis: Customers are satisfied about the billing system

e)location

1)Null hypothesis: Customers are not satisfied about the location.

2)Alternative hypothesis: Customers are satisfied about location.

e)parking

1)Null hypothesis: Customers are not satisfied about theparking

2)Alternative hypothesis: Customers are satisfied about parking

Correlation table ……

Mechandise Service price billing location parking satisfaction

Merchandise

Pearson

Correlation1 .593** .594** .528** .631** .194 .537**

Sig. (2-tailed) .000 .000 .000 .000 .060 .000

N 95 95 95 95 95 95 95

Service

Pearson

Correlation.593** 1 .560** .757** .686** .201 .589**

Sig. (2-tailed) .000 .000 .000 .000 .051 .000

N 95 95 95 95 95 95 95

Price

Pearson

Correlation.594** .560** 1 .622** .682** .425** .674**

Sig. (2-tailed) .000 .000 .000 .000 .000 .000

N 95 95 95 95 95 95 95

Billing

Pearson

Correlation.528** .757** .622** 1 .701** .365** .697**

Sig. (2-tailed) .000 .000 .000 .000 .000 .000

N 95 95 95 95 95 95 95

Location

Pearson

Correlation.631** .686** .682** .701** 1 .391** .712**

Sig. (2-tailed) .000 .000 .000 .000 .000 .000

N 95 95 95 95 95 95 95

Parking

Pearson

Correlation.194 .201 .425** .365** .391** 1 .390**

Sig. (2-tailed) .060 .051 .000 .000 .000 .000

N 95 95 95 95 95 95 95

satisfaction

Pearson

Correlation.537** .589** .674** .697** .712** .390** 1

Sig. (2-tailed) .000 .000 .000 .000 .000 .000

N 95 95 95 95 95 95 95

**. Correlation is significant at the 0.01 level (2-tailed).

RESULT AND DISCUSSIONS

\

Coefficiennt

Model

Unstandardized Coefficients

Standardized Coefficients

T Sig.B Std. Error Beta

1 (Constant) .389 .432 .970 .335

mechandise .045 .088 .047 .508 .612

Service .024 .102 .027 .239 .812

Price .263 .109 .240 2.415 .018

Billing .332 .118 .319 2.819 .006

Location .297 .113 .293 2.618 .010

Parking .029 .041 .053 .698 .487

a. Dependent Variable: satisfaction

Inter pretation- table corelations are positive means data collected is reliable and correct.

Model-

Variables Entered/Removed

Model Variables Entered Variables Removed Method

1 merchandise, price, service, billing, location, parking.

. Enter

a. All requested variables entered.Interpretation-here F ratio is significant.

Model R R SquareAdjusted R

Square Std. Error of the Estimate

1 .689a .613 .527 .81770

a. Predictors: (Constant),parkingmean,locationmean,merchandisemean,pricemean,locationmean,servicemeanb. Dependent Variable: satisfaction

Description of f factor

Model Sum of Squares df Mean Square F Sig.

1 Regression 109.401 6 18.233 21.218 .000a

Residual 66.255 88 .553

Total 175.656 94

a. Predictors: (Constant), parkingmean,locationmean,merchandisemean,pricemean,locationmean,servicemeanb. Dependent Variable: satisfaction

Residuals Statisticsa

Minimum Maximum Mean Std. Deviation N

Predicted Value 1.8683 7.0094 5.4105 1.07881 95Residual -2.26641 2.84914 .00000 .83955 95Std. Predicted Value

-3.283 1.482 .000 1.000 95

Std. Residual -2.612 3.284 .000 .968 95

a. Dependent Variable: satisfaction

ANALYSIS OF DATA AND RESULT

Model Summary:

The first table provided by SPSS is the summary of the model that gives the value of R and

R2 for the model for this data R is 0.689 and because there are multiple predictors this value

represent the simple correlation between customer satisfaction and online shopping.The value

for R2 is 0.527 which tells us that predictors can account for 59.7% of the variation in

customer satisfaction of online shopping.

These are many factors like convenience, webdesign and benefits can explain this variation.

Therefore there 40-50%c of the variation in customer satisfaction as un-explain. Therefore

there must be other variables that have an influence also.

Anova:

The next part of the output reports analysis of variance [Anova]. The most important part of

the table is the F Ratio which is calculated using equation,(2) and the associated significance

value for this data F is 21.218 which is significant at P<0.001 because the value in the

column table significance is less than 0.001. This result tells us that there is less than

0.001%chamce that a F Ratio this large would happen by chance alone. Therefore it is to be

concluded that the regression model result in significantly paper prediction of customer

satisfaction that the mean value is used for customer satisfaction.

Co-efficients:

This table in SPSS output provides details of the model parameter and the significance of the

values.Equation 1 shows that was the intercept and this value is the value B for the constant

so from the table B0 is 0.389.

CONCLUSION-

So here our null hypothesis gets rejected and alternative hypothesis has been accepted means D mart customers are satisfied towards facilities provided by D-mart.

Bibliography

"D'Mart beats the Goliaths" Business Standard http://www.business-standard.com/article/management/d-mart-beats-the-goliaths-113071000948_1.html" D'Mart beats the Goliaths" Business Standard.

"On day 3, Rajkot Municipal Corporation Plot Fetches 18 Crore" Indian Express http://indianexpress.com/article/cities/ahmedabad/on-day-3-rajkot-municipal-corporation-plot-fetches-rs-18-crore/"On day 3, Rajkot Municipal Corporation Plot Fetches 18 Crore" Indian Express