MBA marketing project

A STUDY ON SERVICE QUALITY IN RELIANCE FRESH
ROYAPETTAH BRANCH CHENNAI
PROJECT REPORT
Submitted by
KRISHNARAJ .A
Register No: 13MBA050
Under the Guidance of
Mr. R. RAMESH B.E., MBA.
Assistant Professor, Department of Management Studies
In partial fulfillment for the award of the degree
Of
MASTER OF BUSINESS ADMINISTRATION
DEPARTMENT OF MANAGEMENT STUDIES
SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE
PUDUCHERRY UNIVERSITY
PUDUCHERRY
JULY – 2014

SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE
MADAGADIPET, PUDUCHERRY
DEPARTMENT OF MANAGEMENT STUDIES
BONAFIDE CERTIFICATE
This is to certify that the project work entitled “A STUDY ON SERVICE QUALITY
IN RELIANCE FRESH RETAIL LTD., ROYAPETTAH BRANCH CHENNAI” is a
bonafide work done A.KRISHNARAJ [REGISTER NUMBER: 13MBA050] in partial
fulfillment of the requirement for the award of the degree of Master of Business Administration
by Pondicherry University, during the academic year 2013-2014.
INTERNAL GUIDE HEAD OF THE DEPARTMENT
Submitted for Viva -Voice Examination held on___________________
EXTERNAL EXAMINER
1.
2.

ACKNOWLEDGEMENT
In connection with this endeavour I would like to record my gratitude to many people
surrounding me for this encouragement affirmation and guidance.
I express my profound thanks and gratitude to SHRI. M. DHANASEKARAN,
Chairman and Managing Director, SHRI. S.V. SUGUMARAN, Vice Chairman of Sri Manakula
Vinayagar Engineering College Puducherry.
I would like to thank Dr. V.S.K. VENKATACHALAPATHY, Director cum Principal,
Sri Manakula Vinayagar Engineering College Puducherry, for given me the opportunity to do
this project.
I would like to thank with gratitude my sincere thanks to Mr.N.S.N. CAILASSAME,
Associate Professor, Department of Management Studies, for his encouragement, support and
guidance to complete this project successfully.
I take the privilege to extend my hearty thanks to Mr. R. RAMESH, Assistant Professor,
Department of Management Studies, Sri Manakula Vinayagar Engineering College, my internal
guide for his dedicated support and encouragement to complete this project.
At the outset, I take the privilege to extend my sincere gratitude and hearty thanks to the
Mr. SHIRAJ HUSSAIN, Marketing Manager in reliance retail Chennai for giving to do the
project and also support for my study.

ABSTRACT
The Retail is the process of selling consumer goods and services to customers through
multiple channels of distribution to earn a profit. Demand is created through diverse target
markets and promotional tactics, satisfying consumer wants and needs through a lean supply
chain.
This project is entitled “A study on service quality in Reliance fresh Royapettah Chennai
“This study conducted with customer of reliance fresh store out of an unlimited population. The
samples are selected on the basis of convenience sampling the questionnaire is used for
collecting the date. The data analysis is carried out the percentage, T-test, ANOVA and
weighted average tools in SPSS.
From the findings, it was discovered that customer are satisfied towards service quality
of the store the recommendation have been also offered for the retailer to make repeated
shopping, quality service and trustworthy

CONTENTS
TABLE OF CONTENTS
CHAPTER TITLE PAGE NO.
I INTRODUCTION AND RESEARCH DESIGN 1-10
II REVIEW OF LITERATURE 11-13
III CONCEPTUAL FRAMEWORK OF THE INDUSTRY 14-25
IV DATA ANALYSIS AND INTERPRETATION 26-100
V FINDINGS, SUGGESTION AND CONCLUSION 101-106
ANNEXURE - I BIBLIOGRAPHY 107
ANNEXURE - II QUESTIONNAIRE 107-110

LIST OF TABLES
TABLE
NO.
TITLE
PAGE
NO.
3.1
Table showing Global Top Five Retailers 19
3.2 Table showing Name of reliance directors 22
4.1 Table showing the classification of the respondents based on their gender 26
4.2 Table showing the classification of the respondents based on their age 27
4.3 Table showing the classification of the respondents based on their qualification 28
4.4 Table showing the classification of the respondents based on their annual
income
29
4.5 Table showing the classification of the respondents based on their profession 30
4.6
Table showing the classification of the respondents based on store clean
31
4.7 Table showing the classification of the respondents based on carry bag in
stores
32
4.8 Table showing the classification of the respondents based on sufficient place in
store
33
4.9 Table showing the classification of the respondents based on staff members
easy to identify
34
4.10 Table showing the classification of the respondents based on offers are
displayed
35
4.11 Table showing the classification of the respondents based on promised
delivery
36
4.12
Table showing the classification of the respondents based on staff in billing
counter
37
4.13
Table showing the classification of the respondents based on all products
available
38
4.14 Table showing the classification of the respondents based on product instantly 39

TABLE
NO. TITLE
PAGE
NO.
4.15
Table showing the classification of the respondents based on handled queries
immediately
40
4.16
Table showing the classification of the respondents based on personal
belongings return immediately
41
4.17
Table showing the classification of the respondents based on individual
attention
42
4.18
Table showing the classification of the respondents based on understand
customer need
43
4.19 Table showing the classification of the respondents based on exchanging
product
44
4.20
Table showing the classification of the respondents based on promise delivery
of service
45
4.21 Table showing the classification of the respondents based on bills error less 46
4.22
Table showing the classification of the respondents based on product delivered
without damages
47
4.23
Table showing the classification of the respondents based on quantities given
customer requirement
48
4.24
Table showing the classification of the respondents based on availability of
product packages
49
4.25 Table showing the classification of the respondents based on offers provided 50
4.26
Table showing the classification of the respondents based on allowed to take
own time to shop
51
4.27 Table showing the satisfaction level of customer towards store location 52
4.28 Table showing the satisfaction level towards availability of trolley 53
4.29 Table showing the satisfaction level of loyalty program 54
4.30 Table showing the satisfaction level of parking facilities 55
4.31 Table showing the satisfaction level towards brand name 56

TABLE
NO.
TITLE
PAGE
NO.
4.32 Table showing the satisfaction level for availability of product quantity 57
4.33 Table showing the satisfaction level of product variety 58
4.34 Table showing the satisfaction level of accuracy of billing 59
4.35 Table showing the satisfaction level of product price 60
4.36 Table showing the satisfaction level of billing speed 61
4.67 Table showing the satisfaction level of store environment 62
4.38 Table showing the satisfaction level of quick service 63
4.39 Table showing the satisfaction level of response to customers 64
4.40 Table showing the satisfaction level of staff members assistance and guidance 65
4.41 Table showing the satisfaction level of understand the requirement 66
4.42 Table showing the satisfaction level of quality 67
4.43 Table showing the satisfaction level of product returns and exchanges 68
4.44 Table showing the satisfaction level of handling customer complaints 69
4.45 Table showing the satisfaction level of convenient operating hours 70
4.46 Table showing the satisfaction level of offers/discount 71
4.47
Table showing the weighted average service attributes based customer shopping
experience
72
4.48 Table showing the weighted average rate of satisfaction level of service quality 74
4.49
Table showing the weighted average of service attributes based on tangibility
76

TABLE
NO.
TITLE
PAGE
NO.
4.50 Table showing the weighted average of service attributes based on reliability 77
4.51
Table showing the weighted average of service attributes based on
responsiveness 78
4.52
Table showing the weighted average of service attributes based on assurance
79
4.53
Table showing the weighted average of service attributes based on empathy
80
4.54
Table showing the different between gender and service attributes based on
tangibility
81
4.55
reliability
82
4.56
responsiveness
83
4.57
assurance
84
4.58
empathy
85
4.59
Table shows the ANOVA between age group and service attributes based on
tangibility
86
4.60
reliability
87
4.61
responsiveness
88
4.62
assurance
89
4.63
empathy
90
4.64
Table shows the ANOVA between qualification and service attributes based
on tangibility
91

TABLE
NO.
TITLE
PAGE
NO.
4.65
on reliability
92
4.66
on responsiveness
93
4.67
on assurance
94
4.68
on empathy
95
4.69
Table shows the ANOVA between income and service attributes based on
tangibility
96
4.70
reliability
97
4.71
responsiveness
98
4.72
assurance
99
4.73
empathy
100

LIST OF CHARTS
CHART
NO.
TABLE NAME
PAGE
NO.
4.1
Chart showing the classification of the respondents based on their gender
26
4.2
Chart showing the classification of the respondents based on their age
27
4.3 Chart showing the classification of the respondents based on their
qualification
28
4.4
Chart showing the classification of the respondents based on their annual
income
29
4.5 Chart showing the classification of the respondents based on their
profession
30
4.6 Chart showing the classification of the respondents based on store clean
31
4.7
Chart showing the classification of the respondents based on carry bag in
stores
32
4.8
Chart showing the classification of the respondents based on sufficient
place in store
33
4.9
Chart showing the classification of the respondents based on staff members
easy to identify
34
4.10
Chart showing the classification of the respondents based on offers are
displayed
35
4.11
Chart showing the classification of the respondents based on promised
delivery
36
4.12
Chart showing the classification of the respondents based on staff in billing
counter
37
4.13
Chart showing the classification of the respondents based on all products
available
38
4.14
Chart showing the classification of the respondents based on product
instantly
39
4.15 Chart showing the classification of the respondents based on handled
queries immediately
40
4.16
Chart showing the classification of the respondents based on personal
belongings return immediately
41

CHART
NO.
TABLE NAME
PAGE
NO.
4.17
Chart showing the classification of the respondents based on individual
attention
42
4.18
Chart showing the classification of the respondents based on understand
customer need
43
4.19 Chart showing the classification of the respondents based on exchanging
product
44
4.20
Chart showing the classification of the respondents based on promise
delivery of service
45
4.21 Chart showing the classification of the respondents based on bills error less 46
4.22
Chart showing the classification of the respondents based on product
delivered without damages
47
4.23
Chart showing the classification of the respondents based on quantities
given customer requirement
48
4.24
Chart showing the classification of the respondents based on availability of
product packages
49
4.25 Chart showing the classification of the respondents based on offers
provided
50
4.26
Chart showing the classification of the respondents based on allowed to
take own time to shop
51
4.27 Chart showing the satisfaction level of customer towards store location 52
4.28 Chart showing the satisfaction level towards availability of trolley 53
4.29 Chart showing the satisfaction level of loyalty program 54
4.30 Chart showing the satisfaction level of parking facilities 55
4.31 Chart showing the satisfaction level towards brand name 56
4.32 Chart showing the satisfaction level for availability of product quantity 57
4.33 Chart showing the satisfaction level of product variety 58
4.34 Chart showing the satisfaction level of accuracy of billing 59
4.35 Chart showing the satisfaction level of product price 60

CHART
NO.
TABLE NAME
PAGE
NO.
4.36 Chart showing the satisfaction level of billing speed 61
4.37 Chart showing the satisfaction level of store environment 62
4.38 Chart showing the satisfaction level of quick service 63
4.39 Chart showing the satisfaction level of response to customers 64
4.40
Chart showing the satisfaction level of staff members assistance and
guidance
65
4.41 Chart showing the satisfaction level of understand the requirement 66
4.42
Chart showing the satisfaction level of quality
67
4.43
Chart showing the satisfaction level of product returns and exchanges
68
4.44 Chart showing the satisfaction level of handling customer complaints 69
4.45 Chart showing the satisfaction level of convenient operating hours 70
4.46 Chart showing the satisfaction level of offers/discount 71

H0 HYPOTHESIS PAGE
NO.
H0 1 There is no significant different between gender and tangibility. 81
H0 2 There is no significant different between gender and reliability. 82
H0 3 There is no significant different between gender and responsiveness. 83
H0 4 There is no significant different between gender and assurance. 84
H0 5 There is no significant different between gender and empathy. 85
H0 6 There is no significant relationship between age group and tangibility. 86
H0 7 There is no significant relationship between age group and reliability. 87
H0 8 There is no significant relationship between age group and responsiveness. 88
H0 9 There is no significant relationship between age group and assurance. 89
H0 10 There is no significant relationship between age group and empathy. 90
H0 11 There is no significant relationship between qualification and tangibility. 91
H0 12 There is no significant relationship between qualification and reliability. 92
H0 13 There is no significant relationship between qualification and responsiveness. 93
H0 14 There is no significant relationship between qualification and assurance. 94
H0 15 There is no significant relationship between qualification and empathy. 95
H0 16 There is no significant relationship between income and tangibility. 96
H0 17 There is no significant relationship between income and reliability. 97
H0 18 There is no significant relationship between income and responsiveness. 98
H0 19 There is no significant relationship between income and assurance. 99
H0 20 There is no significant relationship between income and empathy. 100

SLIST OF FIGURES
FIG
NO.
FIGURE NAME
PAGE
NO.
1.1.1 SERVQUAL Model 3
3.3.1 Reliance fresh logo 20
3.3.2 Founder of Reliance 21
LIST OF ABBREVIATION
S. No ABBREVIATION ABBREVIATION FULL FORM
1. SERVQUAL service quality model
2. SERVCON service convenience scale
3. SERPERF performance of the Service Quality
4. RSQS Retail Service Quality Scale
5. GDP Gross Domestic Product
6. GRDI global retail development index

INTRODUCTION AND
RESEARCH DESIGN

CHAPTER-1
INTRODUCTION AND RESEARCH DESIGN
1.1 INTRODUCTION
In the present day of retailing, service quality has become the basic tool for retailers to
create competitive advantage and to enhance shopping experience. The quality of services
significantly affects customer satisfaction, company revenues, cross selling and also repeat
purchase behavior. The fast pace of the Indian retail industry presents many companies with a
host of daily challenges. In today‟s competitive environment and with the growing importance of
services, delivering high quality services has become the basic retailing strategy. The present
paper studies the impact of service quality on apparel retail customer satisfaction and also
identifies the critical factors of service quality from customer‟s perspective.
SERVICE QUALITY DEFINITION:
According to Asubonteng, (1996) Parasuraman, (1985) define service quality as “The
discrepancy between consumers” perceptions of services offered by a particular firm and their
expectations about firms offering such services
SERVICE QUALITY:
„Quality‟ in a service organization is a measure of the extent to which the service
delivered meets customer‟s expectations because to the customer, quality is all about Meeting or
exceeding their expectation. The National quality institute web site defined quality as follows:
Quality is in the eye of the beholder. Yet we all recognize it when we See it Quality is when you
are so satisfied with a product or service That you go out of your way to recommend it to other
people” There is a tendency to think of quality as being upscale, first class and expensive. In fact,
quality can be achieved at all price levels – if the need and desires of the customers are met, and
exceeded. The nature of most services is such that the customer is present in the delivery process.
This means that the perception of quality is influenced not only by the service outcome but also

by the service processes. Reliance fresh is a store, which provides services to the customers. In
this project it is estimated that to what extent the quality service is by reliance fresh and what
role does the marketers play in delivering high quality goods and services to get the target
customers.
Service quality if defined generally:
1) TANGIBLES:
The appearance of physical facilities equipment, appearance of personnel and
communication material.
2) RELIABILITY:
The ability to perform the promised service dependably and accurately.
3) RESPONSIVENESS:
To willingness to help customer and provide prompt service.
4) ASSURANCE:
The knowledge and courtesy of employees and their ability to inspire trust and
confidence.
5) EMAPATHY:
The individualized attention to customers and power of entering into another‟s
personality and imaginatively experiencing his feelings.
GAPS MODELS OF SERVICE QUALITY:
Gap1: Expected service.
Gap2: company perception of consumer expectations.
Gap3: customer driven service designs and standards.
Gap4: External communication to customers.

Customer service is the provision of services to customers before, during and after a
purchase. According to Turban “Customer service is a series of activities designed to enhance
the level of customer satisfaction – that is, the feeling that a product or service has met the
customer expectation."
A multi-task position drawing on extensive CUSTOMER SERVICE experience to
advance a proven track record for developing and maintaining key accounts and improving
departmental efficiencies.
Figure: 1.1.1 SERVQUAL Model
Its importance varies by product, industry and customer defective or broken merchandise
can be exchanged, often only with a receipt and within a specified time frame. Big Bazaar will
often have a desk or counter devoted to dealing with returns, exchanges and complaints, or will
perform related functions at the point of sale; the perceived success of such interactions being
dependent on employees "who can adjust themselves to the personality of the guest,"
Customer service plays an important role in an organization's ability to generate income and
revenue. From that perspective, customer service should be included as part of an overall
approach to systematic improvement. A customer service experience can change the entire
perception a customer has of the organization.

1.2 OBJECTIVES OF THE STUDY
Primary objectives
 To study the service quality in reliance retail.
Secondary objectives:
 To identify the factors influencing service quality towards retails outlet.
 To know the purchasing problems and gaps in quality faced by customers.
 To find the influence of the staff members in the service quality.
 To know the satisfaction level of customers towards the store.

1.3 SCOPE OF THE STUDY
This research provides me with an opportunity to understand customer. This research also
provides the feedback of customer involves in the shopping. A part from that it would provide
me a great deal of exposure to interact with the customer.
 The study helps to know the factor influencing service quality towards retail.
 The scope of the study service quality to measure the performance of the staff members
in the store effectively.
 The study analyses the purchasing problems and gaps in service quality towards retail.
 The study helps to know the satisfaction level of retail customers with respect to various
services attribute.

1.4 LIMITATION OF THE STUDY
 This study is restricted to the experience of reliance fresh store only from Lloyd‟s road,
Rayapettah, Chennai region.
 The time allocated to the study is limited and sometimes the respondents may be biased.
 The study concluded the satisfaction level mostly based on the concentrated on services
quality.
 The study concludes the attitude of the shopper different from each other‟s so,
methodology of product, availability of the products and omitted other attributes.

1.5 MAIN STUDY
1.5.1 RESEARCH METHODOLOGY
The research methodology deals with various aspects of research, it talks about the types
of research to be used, the research plans, how data can be collected either by primary or
secondary sources. It also plans what type of questionnaire to be followed and what ranking
scales to be used. The research decides about the sample frame (size), research boundary and the
various statistical tools to be used in data analysis and interpretation.
RESEARCH DESIGN
A Research design is purely and simply the framework or plan for the study that guides
the collection of the data. It is used to fulfill the research objective and answering questions. “A
research design is the arrangement of conditions for collection and analysis of data in a matter
that aims to combine relevance to the research purpose with economy in procedure”.
DESCRIPTIVE RESEARCH DESIGN
Research design followed in this study is descriptive study. Descriptive research, also
known as statistical research, describes data and characteristics about the population being
studied. Descriptive research answer the question who, what, where, when and how. Descriptive
study is undertaken to ascertain and be able to describe the characteristics of the variables of
interest in a situation. Quite frequently, describe studies are undertaken in organizations to learn
about and describe the characteristic of a group of employees.
RESEARCH PROBLEM
A research problem in general refers to some difficulty which a researcher experience in
the context of both a theoretical (or) practical situation and wants to obtain a solution. A research
problem is one which requires a researcher to find out the best solution for the given problem i.e.
to find out by which course of action the objective can be attained optionally in the context of a
given environment. There are several factors which may result in making the problem
complicated.

1.5.2 RESEARCH HYPOTHESIS
HYPOTHESIS:
H0 1: There is no significant relationship between gender and tangibility.
H0 2: There is no significant relationship between gender and reliability.
H0 3: There is no significant relationship between gender and responsiveness.
H0 4: There is no significant relationship between gender and assurance.
H0 5: There is no significant relationship between gender and empathy.
H0 6: There is no significant relationship between age group and tangibility.
H0 7: There is no significant relationship between age group and reliability.
H0 8: There is no significant relationship between age group and responsiveness.
H0 9: There is no significant relationship between age group and assurance.
H0 10: There is no significant relationship between age group and empathy.
H0 11: There is no significant relationship between qualification and tangibility.
H0 12: There is no significant relationship between qualification and reliability.
H0 13: There is no significant relationship between qualification and responsiveness.
H0 14: There is no significant relationship between qualification and assurance.
H0 15: There is no significant relationship between qualification and empathy.
H0 16: There is no significant relationship between income and tangibility.
H0 17: There is no significant relationship between income and reliability.
H0 18: There is no significant relationship between income and responsiveness.
H0 19: There is no significant relationship between income and assurance.
H0 20: There is no significant relationship between income and empathy.

1.5.3 POPULATION
The sample size for this study is customers of Lloyds Road, Royapettah, Chennai region.
1.5.4 SAMPLE SIZE
It refers to the number of items to be selected from the customer to constitute as a sample.
In this study 50 customer of reliance fresh was selected as size of the customer.
1.5.5 DATA COLLECTION TECHNIQUES:
1. Questionnaire
1.5.6 DATA ANALYSIS
STATISTICAL TOOL USED
To analyze and interrupt collected data the following statistical tools were used.
a. Weighted Average
b. T Test
c. ANNOVA
d. Percentage method
A. WEIGHTED AVERAGE METHOD
A ranking is a relationship between a set of items such that, for any two items, the first is
either „ranked higher than‟, „ranked lower than‟ or „ranked equal to‟ the second. In mathematics,
this is known as a weak order or total preorder of objects. It is not necessarily a total order of
objects because two different objects can have the same ranking. The rankings themselves are
totally ordered. By reducing detailed measures to a sequence of ordinal numbers, rankings make
it possible to evaluate complex information according to certain criteria.
R = ΣWXn
ΣXn

B. T Test
The independent samples t-test is used when two separate sets of independent and
identically distributed samples are obtained, one from each of the two populations being
compared. Where the satisfaction was related with the locality, gender and the marital status.
T-tests are used when you have two groups (e.g. males and females) or two sets of data
(before and after), and you wish to compare the mean score on some continuous variable.
C. ANOVA
This method was used to study the comparison between the satisfaction level with the
age group, qualification, occupation and the income which does not able to compare in the t-
test.
One-way analysis of variance is similar to a t-test, but is used when you have two or more
groups and you wish to compare their mean scores on a continuous variable. It is called one-
way because you are looking at the impact of only one independent variable on your dependent
variable.
E. PERCENTAGE METHOD:
In this project percentage method test was used. The percentage method is used to know
the accurate percentages of the data we took, it is easy to graph out through the percentages. The
following are the formula:
No of respondents
Percentage of Respondents = -------------------------------------- X 100
Total no of respondents

CHAPTER- II
REVIEW OF LITERATURE
SERVICE QUALITY AT RETAIL STORES - CUSTOMERS’ PERCEPTION by
P. Praba Devi and R. Sellappan 2009 from the research it refers that The
performance of the retailing sector for the past few years is outstanding and witnesses a
huge revamping exercise, significantly contributed by the growth of the organized
retailing. The retail environment today is changing more rapidly than ever before
(Dabholkar, 1996). It is characterized by intensifying competition from both domestic
and foreign companies, a spate of mergers and acquisition, and more sophisticated and
demanding customers who have great expectations related to their consumption
experiences (Sellers, 1990; Smith, 1989). There is a general agreement that a basic
retailing strategy for creating competitive advantage is the delivery of high service
quality (Berry, 1986; Hummel and Savitt, 1988; Reichheld and Sasser, 1990). Retail
literature suggests that store appearance is important to retail customers (Baker, Dhruv
and Parasuraman, 1994). It also suggest that the customer value the convenience of
shopping that physical aspects such as store layout offer (Gutman and
Alden,1985;Hummel and Savitt, 1988; Mazursky and Jacoby,1985; Oliver,1981)
Westbrook (1981) found that the availability of merchandise is also a measure of
reliability. Customers also value parking availability for retail shopping (Oliver, 1981).
Studies have also shown that the customers are sensitive to recognizing and solving the
customer problems. Service quality in retailing is different from any other product or
service environment (Finn and Lamb, 1991).

MEASURING RETAIL SERVICE QUALITY: EXAMINING APPLICABILITY
OF INTERNATIONAL RESEARCH PERSPECTIVES IN INDIA by DR. SubhashiniKaul
October 2005 from the research it refers that Service quality measures developed
internationally are often accepted as adequate in India. This study evaluates the Retail
Service Quality Scale (RSQS) developed in the U.S. and considered valid across a variety
of formats and cultural contexts. Confirmatory factor analysis of the component
structures using AMOS 4.0 indicates the RSQS dimensions are not valid in India. This
lowers the diagnostic ability of the scale for identifying areas requiring strategic focus.
This study argues for further research and extensive scale adaptation before scales
developed in other countries such as the RSQS are applied in the Indian context.
MEASURING RETAIL SERVICE QUALITY: A STUDY ON INDIAN
DEPARTMENTAL STORES by Dr.P.C.S.Rajaram & Mr.V.P.Sriram 2014 from the
research it refers that this present study mainly focused on service quality measurement
in departmental retail stores. A department store is retail concerns which focus in
fulfilling an extensive range of the individual and housing durable goods, product needs;
and offering the shopper a choice multiple products lines, at different price, in all product
groups. Based on the literature studies, limited service quality measurement studies with
regards to departmental stories available in India. Hypothesis for the present study
framed like finding the effects of RSQS service quality dimensions on stores customer
satisfaction. The present study conducted at three different metropolitan cities in South
India. Chennai, Madurai and Coimbatore are the research area. 300 respondents are
selected using judgmental sampling method. . Researcher has used modified version of
RSQS (27 items) to measure the stores service quality. Present study result concludes that
that service quality dimension directly affects the customer satisfaction.

ANALYTICAL STUDY ON RETAIL SERVICE QUALITY OF ORGANIZED
RETAIL SECTOR IN TRICHY by C. Thirumal Azhagan Dr. P. S. Nagarajan July – Dec
2011 from the research it refers that Customer service assumes vital importance in the
marketing programs of all modern organizations, specifically service organizations. The retail
sector comes under service industry and the main focus is on the efficient and effective delivery
of services to the customers. The most important factors in the retail sectors are, quality of the
product delivered and customer satisfaction. The best way of surviving and prospering in the
competitive environment is through providing prompt, relevant and efficient customer services at
measurable cost with comfortable environment.
A CHRONOLOGICAL STUDY OF SERVICE QUALITY RESEARCH ON
RETAIL SECTOR By Sanjeev Kr. Singh from the research it refers that Researchers and
academician in the area of services around the world have been using various tools and
techniques to measure service quality, as a result have been successful in developing scales like
SERVQUAL, SERPERF, SERVCON, RSQS etc. These scales are extensively used for
measuring service quality in different service sectors in different geographical locations. It has
been observed that the applicability of these scales has many limitations or is to be used with
appropriate modifications in each circumstances depending on the type of services for which it is
to be used. This paper is thus an attempt to bring together all such research instruments, scales,
tools & techniques, so as to help future researchers in comparing the same and selecting the one
which is more close to their usage. The paper also tries to summaries the dimensions and
attributes used by authors for different service businesses. The methodology used is simple
comparison method between various studies conducted on service quality issue, using published
research papers from different sources like online databases example- Ebsco & Emerald, and
physical journals from libraries. This paper is unique as it is for the first time such
comprehensive study is done on service quality measurement.

CONCEPTUAL
FRAMEWORK OF THE
INDUSTRY

CHAPTER: III
CONCEPTUAL FRAMEWORK OF INDUSTRY
3.1 SERVICE INDUSTRY:
Every economy consists of three sectors. They are primary sector (extraction such as
mining, agriculture and fishing), secondary sector (manufacturing) and the tertiary sector
(service sector). Economies tend to follow a developmental progression that takes them from a
heavy reliance on primary, toward the development of manufacturing and finally toward a more
service based structure. Historically, manufacturing tended to be more open to international trade
and competition than services. As a result, there has been a tendency for the first economies to
industrialize to come under competitive attack by those seeking to industrialize later. The
resultant shrinkage of manufacturing in the leading economies might explain their growing
reliance on the service sector. However, currently and prospectively, with dramatic cost
reduction and speed and reliability improvements in the transportation of people and the
communication of information, the service sector is one of the most intensive international
competition. The service sector is the most common workplace in India.
The service sector consists of the soft parts of the economy such as insurance,
government, tourism, banking, retail, education, and social services. In soft-sector employment,
people use time to deploy knowledge assets, collaboration assets, and process-engagement to
create productivity, effectiveness, performance improvement potential and sustainability. Service
industry involves the provision of services to businesses as well as final consumers. Services
may involve transport, distribution and sale of goods from producer to a consumer as may
happen in wholesaling and retailing, or may involve the provision of a service, such as in pest
control or entertainment. Goods may be transformed in the process of providing a service, as
happens in the restaurant industry or in equipment repair. However, the focus is on people
interacting with people and serving the customer rather than transforming physical goods.

Service sector in India
Service Sector in India today accounts for more than half of India's GDP. According to
data for the financial year 2006-2007, the share of services contributes to 55.1 per cent of the
GDP, whereas industry, and agriculture in shares 26.4 per cent, and 18.5 per cent respectively.
This shows the importance of service industry to the Indian economy and as service sector now
accounts for more than half the GDP marks a watershed in the evolution of the Indian economy
and takes it closer to the fundamentals of a developed economy. There was marked acceleration
in the growth of services sector in the nineties. While the share of services in India's GDP
increased by 21 per cent points in the 50 years between 1950 and 2000, nearly 40 per cent of that
increase was concentrated in the nineties. While almost all service sectors participated in this
boom, growth was fastest in communications, banking, hotels and restaurants, community
services, trade and business services. One of the reasons for the sudden growth in the services
sector in India in the nineties was the liberalization in the regulatory framework that gave rise to
innovation and higher exports from the services sector. In the current economic scenario it looks
that the boom in the services sector is here to stay as India is fast emerging as global services
hub.
RETAIL:
 Reliance Footprint received the Retailer of the Year Award in the Non Apparel and
Footwear category at Asia Retail Congress 2010.
 Reliance Time Out received the Retailer of the Year Award in the Leisure Category at
Asia Retail Congress 2010.
 Vision Express was bestowed the 'Award 2010' for its contribution by the Netherlands
India Chamber of Commerce and Trade in 2010.
 Reliance Trends received the 'Retail Marketing Campaign of the Year Award' at the Asia
Retail Congress 2010.
Reliance Trends received the 'Impactful Retail Design and Visual Merchandising of the Year
Award' at the Asia Retail Congress 2010.

Growth through Consumer Products
Reliance’s Manufacturing Division at Naroda, Ahmedabad is one of the largest and most
modern textile complexes in the world. The Company’s flagship brand VIMAL is one of the
most trusted brands of premium textiles in the country. Main growth drivers for VIMAL are
retail presence across India, innovation and focus on premium products and men’s formal
wear.RIL is distinctly known for shepherding a new era in fabrics. The flagship brand VIMAL is
one of the most trusted brands of premium textiles in the Country. With the commissioning of
new investments in design, modern weaving, state-of-the-art finishing equipment, RIL continues
to operate one of the most modern textile complexes in Asia. Major growth drivers for VIMAL
continued to be retail presence across India, constant innovation in products, cost efficiency and
improved customer service. The division continued adding clients in auto textiles and is now a
significant supplier to major automobile manufacturers in India. The division continued its
forays in the defense / police / paramilitary services by supplying specialized fabrics for their
applications.
New product initiatives included:
 Fresca anti-microbial and anti-bacterial work-wear apparel fabrics
 Home furnishing and auto-textiles
 Silk-Amino suiting fabrics
 Fire-retardant and water-repellent tent fabrics for defense/ police services

3.2 INDUSTRY PROFILE
India has been described as a notion of shopkeepers having an estimated 15 million Small
retail outlets, mostly single-store, family-owned fronts all over the country. This works out to 14
shops per 1000 people, which is one of the highest densities of shops per 1000 population all
over the world.
The unorganized sector comprising small & medium retailers who employ over 40
million people is indeed the current face of retail that is in the threshold of transformation to a
more organized form. Only 2-3 % of retailers are large -scale who have the ambition to
organized retailing to the whole of India. Only 4% of the 15 million retail outlets have floor
space in excess of 500sq.ft. The vast available untapped potential naturally has attracted majors
like Reliance, Tata‘s, Birla‘s, Godrej‘s, Mahindra‘s & ITC to foray into this sector.
More importantly, the revolution in retail forges farm to fork linkages with thousands of
farmers to procure additional outlets for retailing their produce. This necessarily entails huge
investments in supply chain logistics, cold chain, warehousing, &so on all over India‘s rural
market.
The Indian retail market, which is the fifth largest retail destination globally, according to
industry estimates is estimated to grow from the US$ 330 billion in 2007 to US$ 427 billion by
2010 and $637 billion by 2015. Simultaneously, modern retail which presently accounts for 4 per
cent of the total market is likely to increase its share to 22 per cent by 2010.
India tops the AT Kearney's annual Global Retail Development Index (GRDI) for the
third consecutive year, maintaining its position as the most attractive market for retail
investment, Continuing the robust growth of the organized retail in India, according to the Credit
Rating and Information Services of India, the industry raked in US$ 25.44 billion turnover in
2007-08 as against US$ 16.99 billion in 2006-07, a whopping growth rate of -per cent. India has
one of the largest numbers of retail outlets in the world. Of the 12 million retail outlets present in
the country, nearly 5 million sell food and related products.

Overview of Indian Retail Sector:
Retail Sector is the most booming sector in the Indian economy. Some of the biggest
players of the world are going to enter the industry soon. It is on the threshold of bringing the
next big revolution after the IT sector.
Although organized retail market is not as strong as of now, it is expected to grow
manifolds by the year 2010. The sector contributes 10% of the GDP, and is estimated to show
20% annual growth rate by the end of the decade as against the current growth rate of 8.5%. A
CRISIL report says that the Indian retail market is the most fragmented in the world and that
only 2% of the entire retailing business is in the organized sector. This suggests that the potential
for growth is immense. There are about 300 new malls, 1500 supermarkets and 325 departmental
stores currently being built in the cities across India.
Some of the players present in the industry:
Archie’s, Bata India Ltd, Big Bazaar, Crossword, Ebony Retail Holdings Ltd., Fabmall,
Food Bazaar, Globus Stores Pvt. Ltd., Health and Glow, Liberty Shoes Ltd., MTR Foods Ltd.,
Music World Entertainment Ltd., Pantaloon Retail India Ltd., Shoppers Stop, Style SPA
Furniture Ltd, Subhiksha, Titan Industries, Lifestyle, etc.
New entrants entering the market soon will be Reliance Retail Ltd, Wal-Mart Stores,
Carrefour, Tesco, Boots Group, etc.
Challenges:
The Indian Retail sector is constantly shacked with cut throat competition. It is also
facing challenges in the form of shortages for management professionals, cash flow, supply chin
management and frauds.
International retailers:
There has been greater influence of brands like Wal-Mart, Tommy Hilfiger, Carrefour,
Marks & Spencer, Nike, etc. in the big cities of India for long

Scope of the Retail Sector:
Retail is clearly the sector that is poised to show the highest growth in the next five years.
The sector is set for a revolution, as both the present players and new entrants are gearing up to
explore the market. This sector contributes 10% of India's GDP and the current growth rate is
8.5%. The present size of the organized retailing sector is approximately 3% and is expected to
grow to 25-30% by the year 2010. There are about 300 new malls, 1500 supermarkets and 325
departmental stores currently under construction. Global retail giants such as Wal-Mart, Tesco,
Germany's Metro AG and many others are ready to enter the retail markets. The rising demands
of branded products and increase in purchasing power have lured these companies to enter the
market.
Leading Indian Retailers:
Bata India Ltd, Big Bazaar, Crossword, Ebony Retail Holdings Ltd., Food Bazaar,
Globus Stores Pvt. Ltd., Liberty shoes Ltd., Music World Entertainment Ltd., Pantaloon Retail
India Ltd., Shoppers Stop, Subhiksha, Titan Industries, Trent and the new entrants penetrating
the market soon will include Reliance Retail Ltd, Wal-Mart Stores, Carrefour, Tesco, Boots
Group, etc.
Current Scenario:
 One of the world's largest industries exceeding US$ 9 trillion
 47 global fortune companies & 25 of Asia's top 200 companies are retailers Dominated
by developed countries.
Table no.3.2.1Global Top Five Retailers
Worldwide Top Five Retailers
Retail
Sales
Rank
Company Country
of Origin
2010 group
revenue
(US $mil)
1 Wal-Mart US $421,849
2 Carrefour France $121,519
3 Tesco UK $94,244
4 Metro AG Germany $89,311
5 Kroger US $82,189

3.3 COMPANY PROFILE
Figure: 3.3.1 Reliance fresh logo
The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India's largest
private sector enterprise, with businesses in the energy and materials value chain. Group's annual
revenues are in excess of US$ 66 billion. The flagship company, Reliance Industries Limited, is
a Fortune Global 500 company and is the largest private sector company in India.
Backward vertical integration has been the cornerstone of the evolution and growth of
Reliance. Starting with textiles in the late seventies, Reliance pursued a strategy of backward
vertical integration - in polyester, fiber intermediates, plastics, petrochemicals, petroleum
refining and oil and gas exploration and production - to be fully integrated along the materials
and energy value chain.
The Group's activities span exploration and production of oil and gas, petroleum refining
and marketing, petrochemicals (polyester, fiber intermediates, plastics and chemicals), textiles,
retail, infotel and special economic zones.
Reliance enjoys global leadership in its businesses, being the largest polyester yarn and
fiber producer in the world and among the top five to ten producers in the world in major
petrochemical products.
Major Group Companies are Reliance Industries Limited, including its subsidiaries
and Reliance Industrial Infrastructure Limited.

"Growth has no limit at Reliance. I keep revising my vision.
Only when you can dream it, you can do it."
Figure: 3.3.2 Founder of Reliance
Dhirubhai H. Ambani
Founder Chairman Reliance Group
December 28, 1932 - July 6, 2002
Board of Directors of Reliance Industries Limited
Dhirubhai Ambani founded Reliance as a textile company and led its evolution as a
global leader in the materials and energy value chain businesses.
He is credited to have brought about the equity cult in India in the late seventies and is
regarded as an icon for enterprise in India. He epitomized the spirit 'dare to dream and learn to
excel'. The Reliance Group is a living testimony to his indomitable will, single-minded
dedication and an unrelenting commitment to his goals.
“Between my past, the present and the future, there is one common factor: Relationship
and Trust. This is the foundation of our growth."
Board Composition
The Company's policy is to maintain optimum combination of Executive and Non-Executive
Directors. The Board consists of 13 Directors, out of which 7 are Independent Directors.
Composition of the Board and category of Directors are as follows:

Table no.3.2 Name of reliance directors
Category Name of the Directiors
Promoter director Mukesh D. AmabaniChairman & Managing
Director
Executive directors Nikhil R. meshwanihital R. meswani
PMS Prasad
P.K.Kapil
Non-Executive,
Non-Independent Director
RamniklalH.Ambani
Independent Directors MansinghL.BhaktaYogendraP.Trivedi
Dr. D. V. Kapur
M. P. ModiProf.AshokMisraProf. Dipak C Jain
Dr. Raghunath A Mashelkar
Growth through Governance
Reliance is in the forefront of implementation of Corporate Governance best practices
Corporate Governance at Reliance is based on the following main principles:
 Constitution of a Board of Directors of appropriate composition, size, varied expertise
and commitment to discharge its responsibilities and duties.
 Ensuring timely flow of information to the Board and its Committees to enable them to
discharge their functions effectively.
 Independent verification and safeguarding integrity of the Company’s financial reporting.
 A sound system of risk management and internal control.
 Timely and balanced disclosure of all material information concerning the Company to
all stakeholders.
 Transparency and accountability.
 Compliance with all the applicable rules and regulations.
 Fair and equitable treatment of all its stakeholders including employees, customers,
shareholders and investors.
For those who study innovative organizations Reliance Industries will be a shining example
of how innovation is practiced in almost everything that they do. Here are few things that set
them apart:

 "Impossible is an inspiring word" - Nothing turns on the leadership at Reliance
Industries than this magical word. Again to quote the Jamnagar example, it was
considered impossible to turn a barren land into a greenbelt. Today mangoes grown in
Jamnagar are sold in Harrods London.
 "Hands on thinking, hands off execution." - It is characteristic of Reliance leadership.
They think everything through and meticulous planning is their hall mark. When it comes
to execution empowerment delegation down to the last employee in the chain is clearly
demonstrated.
 "First time it is learning. Second time it is a mistake." - Mistakes are never frowned
upon; instead they are treated as a learning opportunity. It is one such mistake converted
to learning that created the world's largest 'Craft Centre' located at Jamnagar.
Cumulatively it has trained 1, 50,000 workmen - electricians, welders, carpenters.
 "Sense of urgency" - Reliance speed is legendary now. Reliance has mastered project
management skills and has made it virtually into a fine art. It is this sense of speed that
restored operations in record time in Jamnagar, Patalganga and Hazira after being
affected by cyclones and floods.
 "Think. Anticipate. Be prepared." Part of meticulous thinking is the ability to
anticipate problems. "Every transformation initiative will face resistance. It is our job to
anticipate the resistance, take the responsibility to earn the respect of all stakeholders to
create a win-win business model."
 "Dreams and Vision are the most potent fuels in the world." - This is an unmistakable
Reliance hallmark espoused both by the founder Chairman Sh. Dhirubhai Ambani and
the current Chairman Sh. Mukesh Ambani. To a question on what would be his next big
ambition Sh. Mukesh Ambani answered "Rural transformation. Creating direct
employment for half a million people in rural India. Creating a supply chain that the
world will envy."
 "Measuring success differently" - Developing a metric to measure how much money
was spent, is just one example of inspiring people to think and act differently and
effectively.
 "Asking the right questions." - Reliance Leadership excels in asking the right
questions. The company folklore is replete with examples of deceptively simple
questions, leading on to incredible outcomes. Commonsense is the bedrock of such
thinking.
"Hard work, timely decisions, speed and ingenuity" says one of the senior managers of
Reliance Industries to sum up what Reliance is all about.
It is evident that Reliance Industries is where it is today because of Innovation in thinking
and execution. Given its ambition for India and its own organization Reliance leadership has
now taken on a major initiative in the innovation domain.

The leadership of RIL recognizes that its biggest competitive advantage and differentiator
in the future would be innovation. Innovation has to become the language, the behavior definer,
the culture and the soul of Reliance, even more explicitly than ever before.
Manufacturing Facilities
Reliance Industries Limited operates world-class manufacturing facilities across the
country at Allahabad, Barabanki, Dahej, Hazira, Hoshiarpur, Jamnagar, Nagothane, Nagpur,
Naroda, Patalganga, Silvassa and Vadodara.
Allahabad Manufacturing Division is located in Allahabad, Uttar Pradesh. It is equipped
with batch polymerization and continuous polymerization facilities.
Barabanki Manufacturing Division is located near Lucknow, Uttar Pradesh. It
manufactures Black Fibre.
Dahej Manufacturing Division is located near Bharuch, Gujarat. It comprises of an ethane
/ propane recovery unit, a gas cracker, a caustic chlorine plant and 4 downstream plants, which
manufacture polymers and fibre intermediates.
Hoshiarpur Manufacturing Division is located in Hoshiarpur, Punjab. It manufactures a
wide range of PSF, PFF, POY and polyester chips.
Hazira Manufacturing Division is located near Surat, Gujarat. It comprises of a Naptha
cracker feeding downstream fibre intermediates, plastics and polyester plants.
Jamnagar Manufacturing Division is located near Jamnagar. It comprises of a petroleum
refineries and associated petrochemical plants. The refineries are equipped to refine various
types of crude oil (sour crude, sweet crude or a mixture of both) and manufacture various grades
of fuel from motor gasoline to Aviation Turbine Fuel (ATF). The petrochemicals plants produce
plastics and fiber intermediates.
Nagpur Manufacturing Division is located in Nagpur, Maharashtra. It manufactures
polyester filament yarn, dope-dyed specialty products of different ranges, fully drawn yarn and
polyester chips.
Naroda Manufacturing Division is located near Ahmedabad, Gujarat, is RIL’s first
manufacturing facility. This synthetic textiles and fabrics manufacturing facility manufactures
and markets woven and knitted fabrics for home textiles, synthetic and worsted suiting and
shirting, ready to wear garments and automotive fabrics.
Patalganga Manufacturing Division is located near Mumbai, Maharashtra. It comprises of
polyester, fibre intermediates and linear alklyl benzene manufacturing plants.

Silvassa Manufacturing Division is located in the Union Territory of Dadra and Nagar
Haveli. It manufactures a wide range of specialty products such as Recron Stretch, Linen Like,
Melange, Thick-n-thin and Bi-shrinkage yarns.
Vadodara Manufacturing Division is located in Vadodara, Gujarat. It comprises of a
Naptha cracker and 15 downstream plants for the manufacture of polymers, fibers, fiber
intermediates and chemicals. Each of these complexes has world class manufacturing facilities.
Products & Brands
The Company expanded into textiles in 1975. Since its initial public offering in 1977, the
Company has expanded rapidly and integrated backwards into other industry sectors, most
notably the production of petrochemicals and the refining of crude oil.
The Company from time to time seeks to further diversify into other industries. The
Company now has operations that span from the exploration and production of oil and gas to the
manufacture of petroleum products, polyester products, polyester intermediates, plastics,
polymer intermediates, chemicals and synthetic textiles and fabrics.
The Company's major products and brands, from oil and gas to textiles are tightly
integrated and benefit from synergies across the Company. Central to the Company's operations
is its vertical backward integration strategy; raw materials such as PTA, MEG, ethylene,
propylene and normal paraffin that were previously imported at a higher cost and subject to
import duties are now sourced from within the Company. This has had a positive effect on the
Company's operating margins and interest costs and decreased the Company's exposure to the
cyclicality of markets and raw material prices. The Company believes that this strategy is also
important in maintaining a domestic market leadership position in its major product lines and in
providing a competitive advantage.

DATA ANALYSIS AND
INTERPRETATION

1
CHAPTER IV
DATA ANALYSIS AND INTERPRETATIONS
TABLE NO: 4.1
TABLE SHOWING THE CLASSIFICATION OF THE RESPONDENTS BASED ON
THEIR GENDER
S. No Gender No of Respondents Percentage
1 Male 35 70
2 Female 15 30
Total 50 100
Source: Primary data
CHART NO: 4.1
CHART SHOWING THE CLASSIFICATION OF THE RESPONDENTS BASED ON
THEIR GENDER
INFERENCE:
It is inferred from above that, most of the respondents 70% are belongs to Male
and 30% of respondents are Female.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Male Female
GENDER
70%
30%
P
E
R
C
E
N
T
A
G
E

2
TABLE NO: 4.2
THEIR AGE
S.No Age No of Respondents Percentage
1 less than 25 15 30%
2 26-35 8 16%
3 36-45 10 20%
4 46-55 5 10%
5 above 55 12 24%
Total 50 100%
CHART NO: 4.2
THEIR AGE
INFERENCE:
It is inferred that, most of the respondents 30%are belongs to less than 25, 24% of
respondents are belongs to above 55, 20% of respondents are belongs to 36-45, 16% of
respondents are belong to 26-5 and 10% of respondents are belongs to 46-55 years of age.
0%
5%
10%
15%
20%
25%
30%
35%
less than 25 26-35 36-45 46-55 above 55
P
E
R
C
E
N
T
A
G
E
AGE GROUP
30%
16%
20%
10%
24%

3
TABLE NO: 4.3
THEIR QUALIFICATION
S.No Qualification No of Respondents Percentage
1 Less 10th 3 6%
2 10th/12th 16 32%
3 Diploma/ITI 3 6%
4 Graduate 19 38%
5 Post graduate 9 18%
Total 50 100%
CHART NO: 4.3
THEIR QUALIFICATION
INFERENCE:
It is inferred that, most of the respondents 38% are Graduate, 32% of respondents
are 10th/12th, 18% are belongs to Post graduate, 6% of respondents are belong to ITI/ Diploma,
6% respondents is less than 10th.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Less 10th 10th/12th Diploma/ITI Graduate Post graduate
P
E
R
C
E
N
T
A
G
E
QUALIFICATION
6%
32%
6%
38%
18%

4
TABLE NO: 4.4
THEIR ANNUAL INCOME
S.No Annual income No of Respondents Percentage
1 below 25000 22 44%
2 25000-50000 19 38%
3 51000-75000 8 16%
4 76000-1lak 1 2%
Total 50 100%
CHART NO: 4.4
THEIR OCCUPATION
INFERENCE:
It is inferred that the respondents 44% are below 25000, 38% of respondents are
belongs to less than 25000-50000, 16% are belongs to 51000-75000, 2% of respondents are
belongs to 76000-1 lakhs of annual income.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
below 25000 25000-50000 51000-75000 76000-1lak
P
E
R
C
E
N
T
A
G
E
OCCUPATION
44%
38%
16%
2%

5
TABLE NO: 4.5
THEIR PROFESSION
S.No Profession No of Respondents Percentage
1 salaried
19 38%
2 professional
3 6%
3 Business
8 16%
4 Retried
4 8%
5 others
16 32%
Total
50 100%
CHART NO: 4.5
THEIR PROFESSION
INFERENCE:
It is inferred that the respondents 38% are Salaried, 32% of respondents are
others, 16% are belongs to Business, 8% of respondents are Retried and 6% are belongs to other
Professional.
0%
5%
10%
15%
20%
25%
30%
35%
40%
salaried professional Business Retried others
P
E
R
C
E
N
T
A
G
E
PROFESSION
38%
6%
16%
8%
32%

6
TABLE NO: 4.6
STORE CLEAN
S.No Particulars No of Respondents Percentage
1 Strongly Agree 40 80%
2 Agree 8 16%
3 Average 2 4%
4 Disagree 0 0%
5 Strongly Disagree 0 0%
Total 50 100%
CHART NO: 4.6
CHART SHOWING THEIR SHOPPING EXPERIENCE BASED ON STORE CLEAN
INFERENCE:
It is inferred that 80% respondents strongly agree that store is clean, 16% respondents
agree, 4% respondents are average 0 % respondents are disagree and 0 % respondents are
strongly disagree.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Strongly
Agree
Agree Average Disagree Strongly
Disagree
P
E
R
C
E
N
T
A
G
80%
16 %
4 %
CLEAN STORE
0 % 0 %

7
TABLE NO: 4.7
CARRY BAG IN STORES
2 Agree 18 36%
3 Average 7 14%
4 Disagree 7 14%
Total 50 100%
CHART NO: 4.7
CHART SHOWING THEIR SHOPPING EXPERIENCE BASED ON CARRY BAG IN
STORES
INFERENCE:
It is inferred that 36% respondents strongly agree that store contain carry bag 36%
respondents agree, 14% are average, 14% respondents are disagree 0 % respondents are strongly
disagree.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Strongly
Agree
Disagree
P
E
R
C
E
N
T
A
G
E
CARRY BAG IN STORE
36 % 36 %
14 % 14 %
0 %

8
TABLE NO: 4.8
SUFFICIENT PLACE IN STORE
2 Agree 18 36%
3 Average 4 8%
4 Disagree 0 0%
Total 50 100%
CHART NO: 4.8
CHART SHOWING THEIR SHOPPING EXPERIENCE BASED ON SUFFICIENT
PLACE IN STORE
INFERENCE:
It is inferred that 56 % respondents strongly agree that store has sufficient place to
purchase, 36% respondents are agree, 8% for average and 0 % respondents are disagree.
0%
10%
20%
30%
40%
50%
60%
Strongly
Agree
Disagree
56 %
36 %
8 %
P
E
R
C
E
N
T
A
G
E
SUFFICIENT PLACE
0 % 0 %

9
TABLE NO: 4.9
STAFF MEMBERS EASY TO IDENTIFY
2 Agree 14 28%
3 Average 5 10%
4 Disagree 1 2%
Total 50 100%
CHART NO: 4.9
CHART SHOWING THEIR SHOPPING EXPERIENCE BASED ON STAFF MEMBERS
EASY TO IDENTIFY
INFERENCE:
It is inferred that 58 % respondents strongly agree that staff members easily identify, 28%
respondents are agree, 10% are average,2 % respondents are disagree and 2% are strongly
disagree.
0%
10%
20%
30%
40%
50%
60%
70%
Strongly
Agree
Disagree
P
E
R
C
E
N
T
A
G
E
STAFF MEMBERS
58 %
28 %
10 %
2 % 2 %

10
TABLE NO: 4.10
OFFERS ARE DISPLAYED
.No Particulars No of Respondents Percentage
2 Agree 15 30%
3 Average 3 6%
4 Disagree 0 0%
Total 50 100%
CHART NO: 4.10
CHART SHOWING THEIR SHOPPING EXPERIENCE BASED ON OFFERS ARE
DISPLAYED
INFERENCE:
It is inferred that 64 % respondents strongly agree that store has displayed offers 30%
respondents are agree, 6% are average 0% of disagree and 0 % respondents are disagree.
0%
10%
20%
30%
40%
50%
60%
70%
Strongly
Agree
Disagree
64 %
30 %
6 %
0 % 0 %
P
E
R
C
E
N
T
A
G
E
OFFERS ARE DISPLAYED IN STORE

11
TABLE NO: 4.11
PROMISED DELIVERY
2 Agree 24 48%
3 Average 0 0%
4 Disagree 0 0%
Total 50 100%
CHART NO: 4.11
CHART SHOWING THEIR SHOPPING EXPERIENCE BASED ON PROMISED
DELIVERY
INFERENCE:
It is inferred that 52 % respondents strongly agree, 48% respondents are agree that
store provides promised delivery, and for average, disagree, strongly disagree 0 % respondents.
0%
10%
20%
30%
40%
50%
60%
Strongly
Agree
Disagree
52 %
P
E
R
C
E
N
T
A
G
E
PROMISED DELIVERY
48 %
0 % 0 % 0 %

12
TABLE NO: 4.12
STAFF IN BILLING COUNTER
S. No Particulars No of Respondents Percentage
2 Agree 19 38%
3 Average 15 30%
4 Disagree 7 14%
Total 50 100%
CHART NO: 4.12
CHART SHOWING THEIR SHOPPING EXPERIENCE BASED ON STAFF IN
BILLING COUNTER
INFERENCE:
It is inferred that 38% respondents agree that staff are available in billing counter,
30% respondents average, 18% are strongly agree, 14% for disagree and 0 % respondents are
disagree.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Strongly
Agree
Disagree
P
E
R
C
E
N
T
A
G
E
STAFF IN BILLING COUNTER
18 %
38 %
30 %
14 %
0 %

13
TABLE NO: 4.13
ALL PRODUCTS AVAILABLE
2 Agree 23 46%
3 Average 8 16%
4 Disagree 0 0%
Total 50 100%
CHART NO: 4.13
CHART SHOWING THEIR SHOPPING EXPERIENCE BASED ON ALL PRODUCTS
AVAILABLE
INFERENCE:
It is inferred that 46 % respondents agree,32% respondents are strongly agree, for
average 16%, 6 % respondents are disagree that store had all products and 0% disagree.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Strongly
Agree
Disagree
P
E
R
C
E
N
T
A
G
E
32 %
46 %
16 %
0 %
6 %

14
TABLE NO: 4.14
PRODUCT INSTANTLY
2 Agree 21 42%
3 Average 8 16%
4 Disagree 1 2%
Total 50 100%
CHART NO: 4.14
CHART SHOWING THEIR SHOPPING EXPERIENCE BASED ON PRODUCT
INSTANTLY
INFERENCE:
It is inferred that 42% respondents agree, 40% are strongly agree that product
instantly in store, 16% are average, 2% disagree and 0 % respondents are strongly disagree.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Strongly
Agree
Disagree
P
E
R
C
E
N
T
A
G
E
40 %
42 %
16 %
2 %
0 %

15
TABLE NO: 4.15
HANDLED QUERIES IMMEDIATELY
2 Agree 24 48%
3 Average 10 20%
4 Disagree 0 0%
Total 50 100%
CHART NO: 4.15
CHART SHOWING THEIR SHOPPING EXPERIENCE BASED ON HANDLED
QUERIES IMMEDIATELY
INFERENCE:
It is inferred that 48% respondents are agree, 32% are strongly agree that queries
handled immediately, 20% are average, 0% for disagree and 0% strongly disagree.
0%
10%
20%
30%
40%
50%
60%
Strongly
Agree
Disagree
P
E
R
C
E
N
T
A
G
E
HANDLED QUERIES IMMEDIATELY
32 %
48 %
20 %
0 % 0 %

16
TABLE NO: 4.16
PERSONAL BELONGINGS RETURN IMMEDIATELY
2 Agree 25 50%
3 Average 6 12%
4 Disagree 0 0%
Total 50 100%
CHART NO: 4.16
CHART SHOWING THEIR SHOPPING EXPERIENCE BASED ON PERSONAL
BELONGINGS RETURN IMMEDIATELY
INFERENCE:
It is inferred that 50 % respondents agree, 36% are strongly agree that personal
belonging return, 12% are average 2 % respondents are strongly disagree and 0% disagree.
0%
10%
20%
30%
40%
50%
60%
Strongly
Agree
Disagree
P
E
R
C
E
N
T
A
G
E
PERSONAL BELONGINGS RETURN
36 %
50 %
12 %
0 % 2 %

17
TABLE NO: 4.17
INDIVIADUAL ATTENTION
2 Agree 29 58%
3 Average 5 10%
4 Disagree 0 0%
Total 50 100%
CHART NO: 4.17
CHART SHOWING THEIR SHOPPING EXPERIENCE BASED ON INDIVIADUAL
ATTENTION
INFERENCE:
It is inferred that 58% respondents agree that staff giving attention to individual,
where 32% are strongly agree, 10% of respondents are average, 0% for disagree and 0% of
respondents strongly disagree.
0%
10%
20%
30%
40%
50%
60%
70%
Strongly
Agree
Disagree
P
E
R
C
E
N
T
A
G
E
INDIVIADUAL ATTENTION
32%
58%
10 %
0 % 0 %

18
TABLE NO: 4.18
UNDERSTAND CUSTOMER NEED
2 Agree 24 48%
3 Average 3 6%
4 Disagree 0 0%
Total 50 100%
CHART NO: 4.18
CHART SHOWING THEIR SHOPPING EXPERIENCE BASED ON UNDERSTAND
CUSTOMER NEED
INFERENCE:
It is inferred that 48% respondents agree that staff understand the customer need,
where 46% are strongly agree, 6% of respondents are average, 0% are disagree and 0% of
respondents strongly disagree.
0%
10%
20%
30%
40%
50%
60%
Strongly
Agree
Disagree
P
E
R
C
E
N
T
A
G
E
UNDERSTAND CUSTOMER NEED
46 % 48 %
6 %
0 % 0 %

19
TABLE NO: 4.19
EXCHANGING PRODUCT
2 Agree 17 34%
3 Average 4 8%
4 Disagree 0 0%
Total 50 100%
CHART NO: 4.19
CHART SHOWING THEIR SHOPPING EXPERIENCE BASED ON EXCHANGING
PRODUCT
INFERENCE:
It is inferred that 56% respondents strongly agree for product exchange, where
34% are agree 8% of respondents are average, 0% are disagree and 2% of respondents strongly
disagree.
0%
10%
20%
30%
40%
50%
60%
Strongly
Agree
Disagree
P
E
R
C
E
N
T
A
G
E
EXCHANGING PRODUCT
56 %
34 %
8 %
0 %
2 %

20
TABLE NO: 4.20
PROMISE DELIVERY OF SERVICE
2 Agree 24 48%
3 Average 2 4%
4 Disagree 0 0%
Total 50 100%
CHART NO: 4.20
CHART SHOWING THEIR SHOPPING EXPERIENCE BASED ON PROMISE
DELIVERY OF SERVICE
INFERENCE:
It is inferred that 48% respondents experience promise delivery, 48% respondent
agree, 4% average, 0% disagree and 0% of respondents strongly disagree.
0%
10%
20%
30%
40%
50%
60%
Strongly
Agree
Disagree
P
E
R
C
E
N
T
A
G
E
PROMISE DELIVERY OF SERVICE
48 % 48 %
4 %
0 % 0 %

21
TABLE NO: 4.21
BILLS ERROR LESS
2 Agree 21 42%
3 Average 13 26%
4 Disagree 2 4%
Total 50 100%
CHART NO: 4.21
CHART SHOWING THEIR SHOPPING EXPERIENCE BASED ON BILLS ERROR
LESS
INFERENCE:
It is inferred that 42% of the respondents agree that error less bill, 28% were
strongly agree, 26% are average, 4% are disagree and 0% are strongly disagree.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Strongly
Agree
Disagree
P
E
R
C
E
N
T
A
G
E
BILLS ERROR LESS
28 %
42 %
26 %
4 %
0 %

22
TABLE NO: 4.22
PRODUCT DELIVERED WITHOUT DAMAGES
2 Agree 27 54%
3 Average 3 6%
4 Disagree 0 0%
Total 50 100%
CHART NO: 4.22
CHART SHOWING THEIR SHOPPING EXPERIENCE BASED ON PRODUCT
DELIVERED WITHOUT DAMAGES
INFERENCE:
It is inferred that 54% of the respondents agree that product delivered without
damages, 40% were strongly agree, 6% are average, 0% are disagree and 0% are strongly
disagree.
0%
10%
20%
30%
40%
50%
60%
Strongly
Agree
Disagree
P
E
R
C
E
N
T
A
G
E
PRODUCT DELIVERED WITHOUT DAMAGES
40 %
54 %
6 %
0 % 0 %

23
TABLE NO: 4.23
QUANTITIES GIVEN CUSTOMER REQUIREMENT
2 Agree 15 30%
3 Average 4 8%
4 Disagree 0 0%
Total 50 100%
CHART NO: 4.23
CHART SHOWING THEIR SHOPPING EXPERIENCE BASED ON QUANTITIES
GIVEN CUSTOMER REQUIREMENT
INFERENCE:
It is inferred that 62% of the respondents strongly agree that quantities given in
requirement,30% were agree,8% are average, 0% are disagree and 0% are strongly disagree.
0%
10%
20%
30%
40%
50%
60%
70%
Strongly
Agree
Disagree
P
E
R
C
E
N
T
A
G
E
QUANTITIES GIVEN CUSTOMER REQUIREMENT
62 %
30 %
8 %
0 % 0 %

24
TABLE NO: 4.24
AVAILABILITY OF PRODUCT PACKAGES
2 Agree 17 34%
3 Average 5 10%
4 Disagree 0 0%
Total 50 100%
CHART NO: 4.24
CHART SHOWING THEIR SHOPPING EXPERIENCE BASED ON AVAILABILITY
OF PRODUCT PACKAGES
INFERENCE:
It is inferred that 56% of the respondents strongly agree that availability of
product packages, 34% were agree, 10% are average, 0% are disagree and 0% are strongly
disagree.
0%
10%
20%
30%
40%
50%
60%
Strongly
Agree
Disagree
P
E
R
C
E
N
T
A
G
E
AVAILABILITY OF PRODUCT PACKAGES
56 %
34 %
10 %
0 % 0 %

25
TABLE NO: 4.25
OFFERS PROVIDED
2 Agree 22 44%
3 Average 5 10%
4 Disagree 0 0%
Total 50 100%
CHART NO: 4.25
CHART SHOWING THEIR SHOPPING EXPERIENCE BASED ON OFFERS
PROVIDED
INFERENCE:
It is inferred that 46% of the respondents strongly agree that offers provided, 44%
were agree, 10% are average, 0% are disagree and 0% are strongly disagree.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Strongly
Agree
Disagree
P
E
R
C
E
N
T
A
G
E
OFFERS PROVIDED
46 %
44 %
10 %
0 % 0 %

26
TABLE NO: 4.26
ALLOWED TO TAKE OWN TIME TO SHOP
2 Agree 21 42%
3 Average 1 2%
4 Disagree 2 4%
Total 50 100%
CHART NO: 4.26
CHART SHOWING THEIR SHOPPING EXPERIENCE BASED ON ALLOWED TO
TAKE OWN TIME TO SHOP
INFERENCE:
It is inferred that 52% of the respondents strongly agree that allowed to take own time to
shop, 42% were agree, 2% are average, 4% are disagree and 0% are strongly disagree.
0%
10%
20%
30%
40%
50%
60%
Strongly
Agree
Disagree
P
E
R
C
E
N
T
A
G
E
TAKE OWN TIME TO SHOP
52 %
42 %
2 % 4 %
0 %

27
TABLE NO: 4.27
TABLE SHOWING THE SATISFACTION LEVEL OF CUSTOMER TOWARDS
STORE LOCATION
1 Highly satisfied 23 46
2 Satisfied 18 36
3 Neutral 8 16
4 Dissatisfied 1 2
5 Highly dissatisfied 0 0
Total 50 100%
CHART NO: 4.27
CHART SHOWING THE SATISFACTION LEVEL OF CUSTOMER TOWARDS
STORE LOCATION
INFERENCE:
It is inferred that 46% of the respondents highly satisfied with store location, 36% were
satisfied, 16% are neutral, 2% are dissatisfied and 0% are highly dissatisfied.
0
5
10
15
20
25
30
35
40
45
50
Highly
satisfied
Satisfied Neutral Dissatisfied Highly
dissatisfied
CUSTOMER TOWARDS STORE LOCATION
46 %
36 %
16 %
2 %
0 %
P
E
R
C
E
N
T
A
G
E

28
TABLE NO: 4.28
TABLE SHOWING THE SATISFACTION LEVEL TOWARDS AVAILABILITY OF
TROLLEY
2 Satisfied 34 68
3 Neutral 3 6
4 Dissatisfied 0 0
Total 50 100%
CHART NO: 4.28
CHART SHOWING THE SATISFACTION LEVEL TOWARDS AVAILABILITY OF
TROLLEY
INFERENCE:
It is inferred that 68% of the respondents satisfied that trolley available in store, 26%
were highly satisfied, 6% are neutral, 0% are dissatisfied and 0% are highly dissatisfied.
0
10
20
30
40
50
60
70
80
Highly
satisfied
dissatisfied
AVAILABILITY OF TROLLEY
26 %
68 %
6 %
0 % 0 %
P
E
R
C
E
N
T
A
G
E

29
TABLE NO: 4.29
TABLE SHOWING THE SATISFACTION LEVEL OF LOYALITY PROGRAM
2 Satisfied 26 52
3 Neutral 4 8
4 Dissatisfied 2 4
Total 50 100%
CHART NO: 4.29
CHART SHOWING THE SATISFACTION LEVEL OF LOYALTY PROGRAM
INFERENCE:
It is inferred that 52% of the respondents satisfied with loyalty program, 32% were highly
0
10
20
30
40
50
60
Highly
satisfied
dissatisfied
LOYALITY PROGRAM
32 %
52 %
8 %
4 % 4 %
P
E
R
C
E
N
T
A
G
E

30
TABLE NO: 4.30
TABLE SHOWING THE SATISFACTION LEVEL OF PARKING FACILITIES
2 Satisfied 19 38
3 Neutral 14 28
4 Dissatisfied 6 12
Total 50 100%
CHART NO: 4.30
CHART SHOWING THE SATISFACTION LEVEL OF PARKING FACILITIES
INFERENCE:
It is inferred that 38% of the respondents satisfied with parking facilities, 28% are
neutral, 18% are highly satisfied, 12% were dissatisfied and 4% are highly dissatisfied.
.
0
5
10
15
20
25
30
35
40
Highly
satisfied
dissatisfied
PARKING FACILITIES
18 %
38 %
28 %
12 %
4 %
P
E
R
C
E
N
T
A
G
E

31
TABLE NO: 4.31
TABLE SHOWING THE SATISFACTION LEVEL TOWARDS BRAND NAME
2 Satisfied 27 54
3 Neutral 2 4
4 Dissatisfied 0 0
Total 50 100%
CHART NO: 4.31
CHART SHOWING THE SATISFACTION LEVEL TOWARDS BRAND NAME
INFERENCE:
It is inferred that 54% of the respondents satisfied towards brand name, 40% were highly
satisfied, 4% are neutral, 2% are highly dissatisfied and 0% are dissatisfied.
0
10
20
30
40
50
60
Highly
satisfied
dissatisfied
BRAND NAME
40 %
54 %
4 %
0 % 2 %
P
E
R
C
E
N
T
A
G
E

32
TABLE NO: 4.32
TABLE SHOWING THE SATISFACTION LEVEL FOR AVAILABILITY OF
PRODUCT QUANTITY
2 Satisfied 19 38
3 Neutral 8 16
4 Dissatisfied 0 0
Total 50 100%
CHART NO: 4.32
CHART SHOWING THE SATISFACTION LEVEL FOR AVAILABILITY OF
PRODUCT QUANTITY
INFERENCE:
It is inferred that 46% of the respondents highly satisfied quantity of product, 38% were
0
5
10
15
20
25
30
35
40
45
50
Highly
satisfied
dissatisfied
PRODUCT QUANTITY
46 %
38 %
16 %
0 % 0 %
P
E
R
C
E
N
T
A
G
E

33
TABLE NO: 4.33
TABLE SHOWING THE SATISFACTION LEVEL OF PRODUCT VARITY
2 Satisfied 25 50
3 Neutral 7 14
4 Dissatisfied 0 0
Total 50 100%
CHART NO: 4.33
CHART SHOWING THE SATISFACTION LEVEL OF PRODUCT VARITY
INFERENCE:
It is inferred that 50% of the respondent satisfied product Varity, 36% were highly
0
10
20
30
40
50
60
Highly
satisfied
dissatisfied
P
E
R
C
E
N
T
A
G
E
PRODUCT VARITY
36 %
50 %
14 %
0 % 0 %

34
TABLE NO: 4.34
TABLE SHOWING THE SATISFACTION LEVEL OF ACCURACY OF BILLING
2 Satisfied 25 50
3 Neutral 6 12
4 Dissatisfied 2 4
Total 50 100%
CHART NO: 4.34
CHARTSHOWING THE SATISFACTION LEVEL OF ACCURACY OF BILLING
INFERENCE:
It is inferred that 50% of the respondents satisfied with billing accuracy, 34% were highly
0
10
20
30
40
50
60
Highly
satisfied
dissatisfied
P
E
R
C
E
N
T
A
G
E
34 %
50 %
12 %
4 %
ACCURACY OF BILLING
0 %

35
TABLE NO: 4.35
TABLE SHOWING THE SATISFACTION LEVEL OF PRODUCT PRICE
2 Satisfied 25 50
3 Neutral 4 8
4 Dissatisfied 2 4
Total 50 100%
CHART NO: 4.35
CHART SHOWING THE SATISFACTION LEVEL OF PRODUCT PRICE
INFERENCE:
It is inferred that 50% of the respondents satisfied product price, 38% were highly
0
10
20
30
40
50
60
Highly
satisfied
dissatisfied
P
E
R
C
E
N
T
A
G
E
38 %
50 %
8 % 4 %
0 %
PRODUCT PRICE

36
TABLE NO: 4.36
TABLE SHOWING THE SATISFACTION LEVEL OF BILLING SPEED
2 Satisfied 12 24
3 Neutral 18 36
4 Dissatisfied 7 14
Total 50 100%
CHART NO: 4.36
CHART SHOWING THE SATISFACTION LEVEL OF BILLING SPEED
INFERENCE:
It is inferred that 48% of the respondents satisfied with billing speed, 36% are neutral,
14% are dissatisfied and 2% are highly dissatisfied.
0
5
10
15
20
25
30
35
40
Highly
satisfied
dissatisfied
P
E
R
C
E
N
T
A
G
E
24 % 24 %
36 %
14 %
2 %
BILLING SPEED

37
TABLE NO: 4.37
TABLE SHOWING THE SATISFACTION LEVEL OF STORE ENVIRONMENT
2 Satisfied 24 48
3 Neutral 9 18
4 Dissatisfied 4 8
Total 50 100%
CHART NO: 4.37
CHART SHOWING THE SATISFACTION LEVEL OF STORE ENVIRONMENT
INFERENCE:
It is inferred that 48% of the respondent satisfied environment of store, 24% were highly
0
10
20
30
40
50
60
Highly
satisfied
dissatisfied
P
E
R
C
E
N
T
A
G
E
24 %
48 %
18 %
8 %
2 %
STORE ENVIRONMENT

38
TABLE NO: 4.38
TABLE SHOWING THE SATISFACTION LEVEL OF QUICK SERVICE
2 Satisfied 23 46
3 Neutral 9 18
4 Dissatisfied 4 8
Total 50 100%
CHART NO: 4.38
CHART SHOWING THE SATISFACTION LEVEL OF QUICK SERVICE
INFERENCE:
It is inferred that 46% of the respondents satisfied quick service, 34% were highly
0
5
10
15
20
25
30
35
40
45
50
Highly
satisfied
dissatisfied
P
E
R
C
E
N
T
A
G
E
QUICK SERVICE
34 %
46 %
18 %
8 %
2 %

39
TABLE NO: 4.39
TABLE SHOWING THE SATISFACTION LEVEL OF RESPONSE TO CUSTOMERS
2 Satisfied 22 44
3 Neutral 8 16
4 Dissatisfied 2 4
Total 50 100%
CHART NO: 4.39
CHART SHOWING THE SATISFACTION LEVEL OF RESPONSE TO CUSTOMERS
INFERENCE:
It is inferred that 44% of the respondents satisfied with staff response 36% were highly
0
5
10
15
20
25
30
35
40
45
50
Highly
satisfied
dissatisfied
P
E
R
C
E
N
T
A
G
E
RESPONSE TO CUSTOMERS
36 %
44 %
16 %
4 %
0 %

40
TABLE NO: 4.40
TABLE SHOWING THE SATISFACTION LEVEL OF STAFF MEMBERS
ASSISTANCE AND GUIDANCE
2 Satisfied 31 62
3 Neutral 6 12
4 Dissatisfied 2 4
Total 50 100%
CHART NO: 4.40
CHART SHOWING THE SATISFACTION LEVEL OF STAFF MEMBERS
ASSISTANCE AND GUIDANCE
INFERENCE:
It is inferred that 62% of the respondents satisfied with staff member guidance, 20% were
highly satisfied, 12% are neutral, 4% are dissatisfied and 2% are highly dissatisfied.
0
10
20
30
40
50
60
70
Highly
satisfied
dissatisfied
P
E
R
C
E
N
T
A
G
E
STAFF MEMBERS ASSISTANCE AND GUIDANCE
20 %
62 %
12 %
4 % 2 %

41
TABLE NO: 4.41
TABLE SHOWING THE SATISFACTION LEVEL OF UNDERSTAND THE
REQUIREMENT
2 Satisfied 29 58
3 Neutral 8 16
4 Dissatisfied 0 0
Total 50 100%
CHART NO: 4.41
CHART SHOWING THE SATISFACTION LEVEL OF UNDERSTAND THE
REQUIREMENT
INFERENCE:
It is inferred that 58% of the respondents satisfied with requirement, 26% were highly
0
10
20
30
40
50
60
70
Highly
satisfied
dissatisfied
P
E
R
C
E
N
T
A
G
E
UNDERSTAND THE REQUIREMENT
26 %
58 %
16 %
0 % 0 %

42
TABLE NO: 4.42
TABLE SHOWING THE SATISFACTION LEVEL OF QUALITY
2 Satisfied 27 54
3 Neutral 7 14
4 Dissatisfied 0 0
Total 50 100%
CHART NO: 4.42
CHART SHOWING THE SATISFACTION LEVEL OF QUALITY
INFERENCE:
It is inferred that 54% of the respondents satisfied with quality, 32% were highly
0
10
20
30
40
50
60
Highly
satisfied
dissatisfied
P
E
R
C
E
N
T
A
G
E
LEVEL OF QUALITY
32 %
54 %
14 %
0 % 0 %

43
TABLE NO: 4.43
TABLE SHOWING THE SATISFACTION LEVEL OF PRODUCT RETURNS AND
EXCHANGES
2 Satisfied 27 54
3 Neutral 6 12
4 Dissatisfied 0 0
Total 50 100%
CHART NO: 4.43
CHART SHOWING THE SATISFACTION LEVEL OF PRODUCT RETURNS AND
EXCHANGES
INFERENCE:
It is inferred that 54% of the respondents satisfied for product exchange, 34% were
highly satisfied, 12% are neutral, 0% are dissatisfied and 0% are highly dissatisfied.
0
10
20
30
40
50
60
Highly
satisfied
dissatisfied
P
E
R
C
E
N
T
A
G
E
PRODUCT RETURNS AND EXCHANGES
34 %
54 %
12 %
0% 0 %

44
TABLE NO: 4.44
TABLE SHOWING THE SATISFACTION LEVEL OF HANDLING CUSTOMER
COMPLAINTS
2 Satisfied 27 54
3 Neutral 4 8
4 Dissatisfied 1 2
Total 50 100%
CHART NO: 4.44
CHART SHOWING THE SATISFACTION LEVEL OF HANDLING CUSTOMER
COMPLAINTS
INFERENCE:
It is inferred that 54% of the respondents satisfied that complaints are handling, 36%
were highly satisfied, 8% are neutral, 2% are dissatisfied and 0% are highly dissatisfied.
0
10
20
30
40
50
60
Highly
satisfied
dissatisfied
P
E
R
C
E
N
T
A
G
E
HANDLING CUSTOMER COMPLAINTS
36 %
54 %
8 %
2 % 0 %

45
TABLE NO: 4.45
TABLE SHOWING THE SATISFACTION LEVEL OF CONVENIENT OPERATING
HOURS
2 Satisfied 20 40
3 Neutral 7 14
4 Dissatisfied 0 0
Total 50 100%
CHART NO: 4.45
CHART SHOWING THE SATISFACTION LEVEL OF CONVENIENT OPERATING
HOURS
INFERENCE:
It is inferred that 46% of the respondents highly satisfied with convenient operating hour,
40% were satisfied, 14% are neutral, 0% are dissatisfied and 0% are highly dissatisfied.
0
5
10
15
20
25
30
35
40
45
50
Highly
satisfied
dissatisfied
P
E
R
C
E
N
T
A
G
E
CONVENIENT OPERATING HOURS
46 %
40 %
14 %
0 % 0 %

46
TABLE NO: 4.46
TABLE SHOWING THE SATISFACTION LEVEL OF OFFERS/DISCOUNT
2 Satisfied 21 42
3 Neutral 7 14
4 Dissatisfied 0 0
Total 50 100%
CHART NO: 4.46
CHART SHOWING THE SATISFACTION LEVEL OF OFFERS/DISCOUNT
INFERENCE:
It is inferred that 44% of the respondents highly satisfied offers/discount, 42% were
0
5
10
15
20
25
30
35
40
45
50
Highly
satisfied
dissatisfied
P
E
R
C
E
N
T
A
G
E
PRODUCT OFFERS/DISCOUNT IN STORE
44 % 42 %
14 %
0 % 0 %

72
TABLE NO: 4.47
TABLE SHOWING THE WEIGHTED AVERAGE SERVICE ATTRIBUTES BASED CUSTOMER SHOPPING EXPERIENCE
RANK W X1 X1*W X2 X2*W X3 X3*W X4 X4*W X5 X5*W X6 X6*W X7 X7*W X8 X8*W X9 X9*W X10 X10*W
1 5 28 140 18 90 40 200 29 145 32 160 25 125 9 45 16 80 20 100 16 80
2 4 18 72 18 72 8 32 14 56 15 60 25 100 19 76 23 92 21 84 24 96
3 3 4 12 7 21 2 6 5 15 3 9 0 0 15 45 8 24 8 24 10 30
4 2 0 0 7 14 0 0 1 2 0 0 0 0 7 14 0 0 1 2 0 0
5 1 0 0 0 0 0 0 1 1 0 0 0 0 0 0 3 2 0 0 0 0
Total 15 50 242 50 197 50 238 50 219 50 226 50 226 50 180 50 199 50 210 50 206
Calculated
weight
4.84 3.94 4.76 4.38 4.52 4.5 3.6 3.98 4.2
4.12
Final Rank Rank 1 Rank 20 Rank 2 Rank 10 Rank 4 Rank 5 Rank 21 Rank 19 Rank 15 Rank 17
RANK W
X
11
X11
*W
X
12
X12
*W
X
13
X13
*W
X
14
X14
*W
X
15
X15
*W
X
16
X16
*W
X
17
X17
*W
X
18
X18
*W
X
19
X19
*W
X
20
X20
*W
X
21
X21*W
1 5 18 90 16 80 23 115 28 140 24 120 15 75 20 100 31 155 28 140 23 115 26 130
2 4 25 100 29 116 24 96 17 68 24 96 21 84 27 108 15 60 17 68 22 88 21 84
3 3 6 18 5 15 3 9 3 9 2 6 13 9 3 9 4 12 5 20 5 20 1 3
4 2 0 0 0 0 0 0 1 2 0 0 1 2 1 2 0 0 0 0 0 0 2 4
5 1 1 1 1 1 0 0 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Total
1
5
50 209 50 212 50 220 50 217 50 222 50 200 50 215 50 227
50 225 50 218 50 221
Calculated
weight
4.18 4.24 4.4 4.34 4.44 4.0 4.3 4.54 4.46
4.36 4.42
Final Rank Rank 16 Rank 14 Rank 9 Rank 12 Rank 7 Rank 18 Rank 13 Rank 3 Rank 6 Rank 11 Rank 8

73
From the above table it can be inferred as following
Rank Sources
1 The store is very clean and attractive
2 The store as sufficient place to move around to find the product
3 Quantities are given as per the customer requirement
4 Offers/discounts are displayed clearly and updated regularly
5 Promised delivery of quality excellence in every purchase
6 Availability of product packages as per the customer convenience
7 Promise delivery of service
8 You are allowed to take your own time to shop in the store
9 Staff members understand customers need
10 Staff members are very easy to identify
11 Offers are provided for the required products of the customer
12 You feel free for exchanging the product
13 The product are delivered without any error and damages
14 Customers are given individual attention without bias
15 Customer requests towards products are met out instantly
16 Missing of personal belongings by the customers are sort out
immediately
17 Staff members handled customers queries immediately
18 Bills are error less
19 All Products are available in all seasons
20 Carry bag and net bag in the stores are easily identifiable
21 Staff members are always available in all billing counter
INFERENCE:
From the above table it infers that the store is very clean and attractive which ranked
I, sufficient place to move around for shopping in store is ranked II and the staff members are
not available in all billing counter which is last ranked XXI in service attributes.

74
TABLE NO: 4.48
TABLE SHOWING THE WEIGHTED AVERAGE RATE OF SATISFACTION LEVEL OF SERVICE QUALITY
RANK W X1 X1*W X2 X2*W X3 X3*W X4 X4*W X5 X5*W X6 X6*W X7 X7*W X8 X8*W X9 X9*W X10 X10*W
1 5 23 115 13 65 16 80 9 45 20 100 23 115 15 75 17 85 19 95 12 60
2 4 18 72 34 136 26 104 19 76 27 108 19 76 19 76 25 100 25 100 13 52
3 3 8 24 3 9 4 12 14 42 2 6 7 21 13 39 6 18 4 12 18 54
4 2 1 2 0 0 2 4 6 12 0 0 1 2 1 2 2 4 2 4 7 14
5 1 0 0 0 0 2 2 2 2 1 1 0 0 1 1 0 0 0 0 0 0
Total 15 50 213 50 210 50 202 50 177 50 215 50 214 50 193 50 207 50 211 50 180
Calculated
weight
4.26 4.2 4.04 3.54 4.3 4.28 3.86 4.14 4.22
3.6
RANK W
X
11
X11*
W
X
12
X12*
W
X
13
X13*
W
X
14
X14*
W
X
15
X15*
W
X
16
X16*
W
X
17
X17*
W
X
18
X18*
W
X
19
X19*
W
X
20
X20*W
1 5 12 60 17 85 19 95 10 50 13 65 16 80 15 75 18 90 13 65 23 115
2 4 24 96 23 92 21 84 31 124 29 116 27 108 26 104 27 108 20 80 21 84
3 3 9 27 9 27 9 27 6 18 8 24 7 21 6 18 4 12 17 51 6 18
4 2 4 8 1 2 1 2 2 4 0 0 0 0 1 2 1 2 0 0 0 0
5 1 1 1 0 0 0 0 1 1 0 0 0 0 2 2 0 0 0 0 0 0
Total
1
5
50 192 50 206 50 208 50 197 50 205 50 209 50 201 50 212
50 196 50 217
Calculated
weight
3.84 4.12 4.16 3.94 4.1 4.18 4.02 4.24 3.92
4.34

75
Rank Sources
1 Offers/ discount
2 Brand name
3 Availability of product quantity
4 Store Location
5 Handling customer complaints
6 Price
7 Availability of trolley
8 Quality
9 Response to customers
10 Accuracy of billing
11 Quick service
12 Understand the requirement
13 Loyalty programs (Membership card)
14 Product Returns and exchanges
15 Staff members assistance and guidance
16 Convenient Operating hours
17 Product Varity
18 Store environment
19 Billing speed
20 Parking facilities
INFERENCE:
From the above table it infers that the satisfaction of the respondents are related with the
offers/discount of product is ranked I, brand name is II, and the XX rank for the parking
facilities is ranked as dissatisfied .

76
TABLE NO: 4.49
TABLE SHOWING THE WEIGHTED AVERAGE OF SERVICE ATTRIBUTES BASED
ON TANGIBILITY
RANK W X 11 X11*W X 12 X12*W X 13 X13*W X 14 X14*W X 15 X15*W
1 5 40 200 18 90 28 140 29 145 32 160
2 4 8 32 18 72 18 72 14 56 15 60
3 3 2 6 7 21 4 12 5 15 3 9
4 2 0 0 7 14 0 0 1 2 0 0
5 1 0 0 0 0 0 0 1 1 0 0
Total 15 50 238 50 197 50 224 50 219 50 229
Calculated
weight
4.76 3.94 4.48 4.38 4.52
Final Rank Rank 1 Rank 5 Rank 3 Rank 4 Rank 2
Rank Sources
1 The store is very clean and attractive
2 Offers/discounts are displayed clearly and updated regularly
3 The store as sufficient place to move around to find the product
4 Staff members are very easy to identify
5
Carry bag and net bag in the stores are easily identifiable
Inference:
From the above table it infers that store is very clean and attractive which ranked I,
offers/discount in store are displayed clearly is ranked II and carry bag is not easily identify in
store is ranked as V.

77
TABLE NO: 4.50
ON RELIABILITY
RANK W X 11 X11*W X 12 X12*W X 13 X13*W
1 5 26 130 9 45 16 80
2 4 24 96 19 76 23 92
3 3 0 0 15 45 8 24
4 2 0 0 7 14 0 0
5 1 0 0 0 0 3 3
Total 15 50 238 50 197 50 224
Calculated weight 4.52 3.6 3.98
Final Rank Rank 1 Rank 3 Rank 2
Rank Sources
1 Promised delivery of quality excellence in every purchase
2 All products are available in all seasons
3 Staff members are always available in all billing counter
Inference:
From the above table weighted average shows that Promised delivery is excellence in quality
of every purchase in store is ranked I and Staff members are not always available in all billing counter is
ranked III.

78
TABLE NO: 4.51
ON RESPONSIVENESS
RANK W X 11 X11*W X 12 X12*W X 13 X13*W X 14 X14*W X 15 X15*W
1 5 20 100 16 80 18 90 16 80 23 115
2 4 21 84 24 96 25 100 29 116 24 96
3 3 8 24 10 30 6 18 5 15 3 9
4 2 1 2 0 0 0 0 0 0 0 0
5 1 0 0 0 0 1 1 1 1 0 0
Total 15 50 210 50 206 50 209 50 212 50 220
Calculated
weight
4.2 4.12 4.18 4.22 4.40
Final Rank Rank 3 Rank 5 Rank 4 Rank 2 Rank 1
Rank Sources
1 Staff members understand customers need
2 Customers are given individual attention without bias
3 Customer requests towards products are met out instantly
4 Missing of personal belongings by the customers are sort out immediately
5 Staff members handled customers queries immediately
Inference:
From the above table weighted average shows that Staff members understand customers
need is ranked I and Staff members are handling the customers queries immediately is ranked V.

79
TABLE NO: 4.52
ON ASSURANCE
RANK W X 11 X11*W X 12 X12*W X 13 X13*W X 14 X14*W
1 5 28 140 24 120 15 75 20 100
2 4 17 68 24 96 21 84 27 108
3 3 4 12 2 6 13 39 3 9
4 2 0 0 0 0 2 4 0 0
5 1 0 0 1 1 0 0 0 0
Total 15 50 220 50 223 50 202 50 217
Calculated
weight
4.42 4.44 3.94 4.34
Final Rank Rank 2 Rank 1 Rank 4 Rank 3
Rank Sources
1 Promise delivery of service
2 You feel free for exchanging the product
3 The product are delivered without any error and damages
4 Bills are error less
Inference:
From the above table weighted average shows that service is in promise delivery are
ranked as I and bill error less is ranked IV.

80
TABLE NO: 4.53
ON EMPATHY
RANK W X 11 X11*W X 12 X12*W X 13 X13*W X 14 X14*W
1 5 31 155 28 140 23 115 26 130
2 4 15 60 17 68 22 88 21 84
3 3 4 12 5 15 5 15 1 3
4 2 0 0 0 0 0 0 2 4
5 1 0 0 0 0 0 0 0 0
Total 15 50 227 50 223 50 218 50 221
Calculated
weight
4.54 4.46 4.36 4.42
Final Rank Rank 1 Rank 2 Rank 4 Rank 3
Rank Sources
1 Quantities are given as per the customer requirement
2 Availability of product packages as per the customer convenience
3 You are allowed to take your own time to shop in the store
4 Offers are provided for the required products of the customer
Inference:
From the above table it infers that the quantities are given as per the customer
requirement is ranked I and offers which provided for the required products of the customer is
ranked V.

81
TABLE NO: 4.54
TABLE SHOWING THE DIFFERENT BETWEEN GENDER AND SERVICE
ATTRIBUTES BASED ON TANGIBILITY
(Using independent T-Test)
Ho: There is no significant different between gender and tangibility
Ha: There is significant different between gender and tangibility
Table no: 4.54.1 Table of Group Statistics
tangibility Gender N Mean Std. Deviation Std. Error Mean
Male 35 22.3143 2.11119 .35686
Female 15 21.7333 2.57645 .66524
Table no: 4.54.2 Table of Independent Samples Test
Tangibility Levene's Test
for Equality of
Variances
t-test
for
Equality of Means
F Sig. t df Sig.
(2-tailed)
Mean
Differen
ce
Std. Error
Difference
95% Confidence Interval of
the Difference
Lower Upper
Equal variances
assumed
Equal variances
not assumed
1.338 .253 .834 48 .408 .58095 .69647 -.81940 1.98130
.770 22.451 .450 .58095 .75491 -.98281 2.14471
; N1= 35, N2=15, T=0.834; = 0.65/0.65 + (35+15 – 2);
=0.014
INFERENCE:
An independent –samples T-test was conducted to compare the service attributes by gender.
There is no significant difference in the gender for male (mean = 22.314, SD= 2.111), female
(mean = 21.733, SD=2.576); [t (48) =0 .834, P=0.408]. The magnitude of the difference in the
means was small effect (0.014). H0 is accepted and Ha is rejected.

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