A STUDY ON CUSTOMER SATISFACTION TOWARDS

SUPERMARKETS WITH THE SPECIAL REFERENCES TO

DHARMAPURI TOWN
A Project Report submitted to Periyar University in partial fulfillment of the requirement
for the Award of the Degree of Bachelor of Commerce

Submitted by

A. JAMAL MOHAMMED (C23UG105COM027)

S. KANISH (C23UG105COM029)

M. KARUPPASAMY (C23UG105COM031)

Under the Guidance of

Mr. S.P.MURUGAN, M.Com., M.Phil., NET, TET & SLET.,

ASSISTANT PROFESSOR

PG & RESEARCH DEPARTMENT OF COMMERCE

GOVERNMENT ARTS COLLEGE

DHARMAPURI - 636705
NOVEMBER -2025
 CERTIFICATE

This is to certify that the Project Report entitled “A STUDY ON CUSTOMER

SATISFACTION TOWARDS SUPERMARKETS WITH THE SPECIAL

REFERENCE TO DHARMAPURI TOWN”. “submitted in partial fulfillment of
the requirements for the award of the Degree of BACHELOR OF COMMERCE in the
Periyar University, Salem, is a record of bonafied project work carried out by
A.JAMAL MOHAMMED, S.KANISH, M.KARUPPASAMY under my supervision and
guidance that no part of the project report has been submitted for the award of any degree,
diploma, fellowship or other similar titles or prizes and that the work has not been published
in part or full in any scientific or popular journals or magazines.

DATE:

PLACE: DHARMAPURI

Head of the Department Signature of the Guide

The viva-voce examination is conducted on

Internal Examiner External Examiner

 DECLARATION

I hereby declare that the Project Report entitled “A STUDY ON CUSTOMER

SATISFACTION TOWARDS SUPERMARKETS WITH THE SPECIAL

REFERENCE TO DHARMAPURI TOWN of submitted to the Periyar University in partial

fulfillment of the requirements for the award of the degree of Bachelor of Commerce is a record of

original research work done by me and my teammates, under the supervision and guidance of

Mr.S.P.MURUGAN, M.Com., M.Phil., NET, TET & SLET., Assistant Professor and it has not been

submitted earlier either to this University or to any other Institution for the award of any

degree/diploma.

Place: Dharmapuri BY

A. JAMAL MOHAMMED
Date: S. KANISH

M. KARUPPASAMY
 ACKNOWLEDGEMENT

I am extremely indebted to Dr.G.KANNAN, MA., B.Ed., Ph.D., Principal Government

Arts College, Dharmapuri for providing me a chance to do the B.com Course.

I also thanks to Mr.S.P.MURUGAN., M.Com, M.Phil, NET TET & SLET Head, PG &
Research Department of Commerce, Government Arts College, Dharmapuri Who lent me a helping
and gracious obliged me whenever he was approached for help.

My heartiest thanks to Mr.S.P.MURUGAN.,M.Com, M.Phil, NET TET & SLET Assistant

Professor In Commerce, for giving me the valuable guidance to let me through the process of
preparation of this project report with its multi various aspects.

My heartily thanks to Mr.P.DESINGU, M.Com., M.Phil., Dr. L.JAGADESAN.,

M.Com., M.Phil., B.Ed., MBA., Ph.D., Dr. V. SATHIYA, M.Com.,M.Com(Co-op Mgt).,
M.Phil.,Ph.D., Dr.P. SUMATHI, M.Com., M.Phil, Ph.D., Mr. G. VIJAYAKUMAR, M.Com.,
M.B.A.,LL.B.,M.Phil., M.S.W. Mrs S.AMBIGA., M.Com.. M.Phil., B.Ed.,
Dr.R.MURUGANANTHAM., M.Com., M.Phil., Ph.D., Mrs.M.SUGUNA, M.Com., M.Phil.,
SET., Mr. Dr.K.Kumaresan., M.Com., MSW., LLB.,Ph.d., Mr.C,KARUNAKARAN,
M.Com.,M.Phil., Mrs.C.SURIYAKALA,M.Com.,M.Phil., Mrs.C.PUNITHA, M.Com.,M.Phil.,
for providing all the information as and when required in completing my project.

Last but not least I am thankful to my Parents, brother and Friends whose support and
cooperation helped me a lot to reach fruitful stage.

A. JAMAL MOHAMMED
S. KANISH
M.KARUPPASAMY
 TABLE OF CONTENTS

CHAPTER
TITLE PAGE NO.
NO.

1 INTRODUCTION AND DESIGN OF THE STUDY 1-5

2 REVIEW OF LITERATURE 6-9

3 THEORETICAL ASPECTS – AN OVERVIEW 10-25

DATA ANALYSIS AND SOURCE : PRIMARY

4 26-82
DATA

5 FINDINGS, SUGGESTIONS AND CONCLUSION 83-86

BIBILOGRAPHY 87-88

APPENDIX(Questionnaires) 89-95
 LIST OF TABLES

Table no. Particulars Page

no.
4.1 Gender of the respondents 27
4.2 Marital status 29
4.3 Family members 31
4.4 Monthly house hold income 33
4.5 Occupation wise 35
4.6 Period of purchase wise 39
4.7 Reason wise 41
4.8 Mode of purchase wise 43
4.9 Amount spend of purchasing 45
4.10 Time interval between purchse wise 47
4.11 Time spend for purchase 49
4.12 Influence of respondent to choose the shop 51
4.13 Future of the shop look by the respondent 53
4.14 Reason for easy shopping 55
4.15 Available of discount and gift 57
4.16 Incentives offered with product to the respondent 59
4.17 Supermarkets availed more foreign products 61

4.18 Kind of products specially purchase the respondent 63

4.19 Prices and quality compared with other shop 65
4.20 Shopping experience 67
4.21 How the respondent came to know the shop 69
4.22 Respondent seen advertisement 71
4.23 Through medias wise 73
4.24 Advertisement influence in purchase decision 75
4.25 Purchase from the other shop previously by the customer 77
4.26 Plan to change the supermarket in the future by the customer 79

4.27 Recommend the supermarket to other by the respondents 81

 LIST OF CHARTS

Table no. Particulars Page

no.
4.1 Gender of the respondents 28
4.2 Marital status 30
4.3 Family memebers 32
4.4 Monthly house hold income 34
4.5 Occupation wise 36
4.6 Period of purchase wise 40
4.7 Reason wise 42
4.8 Mode of purchase wise 44
4.9 Amount spend of purchasing 46

4.10 Time interval between purchse wise 48

4.11 Time spend for purchase 50
4.12 Influence of respondent to choose the shop 52
4.13 Future of the shop look by the respondent 54

4.14 Reason for easy shoping 56

4.15 Available of discount and gift 58
4.16 Incentives offered with product to the respondent 60
4.17 Supermarkets availiled more foregin products 62

4.18 Kind of products specially purchase the respondent 64

4.19 Prices and quality compared with other shop 66

4.20 Shoping experince 68

4.21 How the respondent came to know the shop 70

4.22 Respondent seen advertisement 72
4.23 Through medias wise 74
4.24 Advertisement influence in purchase decision 76
4.25 Purchase from the other shop previously by the 78
customer
4.26 Plan to change the supermarket in the future by the 80
customer
4.27 Recommend the supermarket to other by the 82
respondents
 CHAPTER-I

INTRODUCTION AND DESIGN OF THE STUDY

1.1 Introduction

This study aimed to determine the levels of satisfaction regarding the super markets in
Dharmapuri town on Tamil Nadu State. However, the customers want from the service may
differ from what the provider thinks is best for them. Therefore, their opinion should be
incorporated to provide a holistic view in enhancing the understanding of the factors affecting
customer's satisfaction in the supermarkets. These include discipline such a service quality,
loyalty and brand equity of the supermarkets. Hence, this study attempts to quantify the level of
satisfaction make in Dharmapuri, Tamil Nadu State. The customer’s supermarket relationships
primary is importance in the overall satisfaction. It is unique relationship which depends on trust
and confidence between the customers for the provision of service quality in supermarkets. This
study helps supermarkets and customers to formulate strategies and improvement of deeper
understandings of customer satisfaction. It is important for the profession to promote high quality
and standards of service conduct among customers.

1.2 Background of the study

Customer value and customer satisfaction are key building blocks for developing and
managing customer relationships. If Supermarket wants to improve a customer service policy, it
most make changes through training programs and others in order to win and retain its customers.
Customer service can affect the value of a business in several ways. From the perspective of
customer retention and profitability, the value of customer service should be proved. The old stage
that it costs far less to keep a customer than to find a new one is very true. So, in order to stay
competitive, Supermarket must understand the value of customers in order to succeed.

1.3 Significance of the Study

It is important to determine the satisfaction of customers in supermarkets because service

quality is an indicator of the supermarket's success on the long life of every supermarket. The
results of this study will be beneficial to the supermarkets, service quality. This study of customer

1
satisfaction is significant because it will serve as a guideline For the supermarkets to establish
service quality policies and a development plan relevant to the workflow of shop workers and
manager, additionally the customer's satisfaction level will be used as an indication for the head
of the supermarket to improve daily operations concerning the quality of services by maintaining
strengths and supervising weaknesses mire carefully

1.4 Scope of the Study

The study aims to find out the customers how they are satisfied with the service provider
by the supermarket, it will indicate new innovations and improvement of services and
modifications. The study also aims to find out the level of satisfaction of customers on different
services provided by them and areas of their dissatisfaction which will indicate how far they are
satisfied and on what fronts dissatisfaction exists so that remedial measures can be undertaken by
supermarkets.

1.5 Statement of problem

The problem that will be analyzed will be based upon the level of customer satisfaction in
supermarkets that delivers to the customers. As stated above there have been some criticisms and
they does not satisfied in some features in supermarket and they need some more facilities in the
supermarkets.

1.6 Objectives of the study

• To know the influence of supermarkets on customers purchase,

• To identify the perception of customers on supermarkets,
• To evaluate the customer satisfaction on supermarkets.

1.7 Research Methodology

Methodology is the way to solve the research problem systematically. This study is mainly
based on primary data as well as secondary data of the sample size consists of 120 respondents
were selected for the Sunday. The sampling method is selected by convenient sampling technique.
The sample of 120 questionnaires subject, respondents who are purchase in the supermarkets at
now. I chose five supermarkets in dharmapuri town, because these supermarkets are located in

2
main area of the town and those are very famous and have more popular among the people, that's
why I chose these shops. A simple question of striking was conducting and the questions were
fully typed in English format. A Questionnaire conducting 30 types of main heads and sub heads
of tables. Individuals who have purchase in the supermarkets are asked to fill up the questionnaires.
And direct interview were conducted to fill the questionnaires. The customer satisfaction
questionnaire was believed to measure opinions and to assess the level of satisfaction in
supermarkets received by them. The questionnaires assessed major factors of access, availability,
satisfaction in different aspects.

1.8 Sources of Data

Primary Data which data are directly collected from visitors of supermarket. The study
related primary data were collected well-structured interview schedule issued to customers of the
supermarkets, for the reason to measure the satisfaction level.

Secondary Data which data can be already collected or already publishing data as called
secondary data. The secondary data of the study are collected from Journals, Magazines,
Publication, Reports, Books, Periodicals, Research Papers, Company Publications, Manuals, and
Booklets etc.

1.9 Data Analysis

The data collection form the primary sources were arranged in the simple tabulate
statements by preparing a master table. Go to sampling method data analysis was conducted by
using SPSS, Simple Average method, Chi-Square Test.

3
1.10 Limitations of the Study

• The study has been conducted for a limited time period.

• The respondents have answered the questionnaires out of their memory and subject to
their personal ability
• The respondent was illiterate to answer the questionnaires were collected by through
direct interview.
• The study area is dharmapuri town only.

4
1.11 Chapter Schemes

The study is termed A STUDY ON CUSTOMER SATISFACTION TOWARDS

SUPERMARKETS WITH SPECIAL, REFERENCE TO DHARMAPURI TOWN A study of
supermarkets at Dharmapuri Town has been ordered in to five chapters.

Chapter-1

The first chapter is introduction and design of the study

Chapter-II

The second chapter is review of literature

Chapter-III

The third chapter describes the theoretical background of the study

Chapter-IV

This chapter being shows the Data Analysis

Chapter-V

This chapter aims to list out findings, suggestions and conclusion of the study

5
 Chapter II

Review of literature

Catherine and Magesh (2011) have studied on retail Shoppers’s satisfaction using
distinction strategies.
In this study data collection is based on primary data that are collected through
questionnaire survey made on the selected sample of sample size 123.After the research and
study the authors concluded that affect each other.

Rishi and Singh (2012) Study find out that, physical factors (discounts, quality, local
brands, display and visual appeal) (2) social factors include (salesmen behaviour and choice of
children) (3) temporal factors (open space) should be considered by the super marketers while
designing marketing strategy for Indian

K.C. and Paramasivam (2013) have investigated a study on customer satisfaction,

purchase pattern analysis were value, availability, and arrangement, of the products in Niligiri’s
store and ambient level of customers were highly satisfied with the quality (56.67%) followed by
the service (26.66%). towards Nilgiri’s supermarket in Coimbatore city. The main factors
taken into consideration for data satisfaction towards the supermarket. The authors found out
in conclusion that Nilgiri’s supermarket

Hariharan and Selvakumar (2014) have examined a study on consumer Satisfaction

towards Supermarkets with reference to Coimbatore. They have used Non-probability
convenience sampling as a methodology and this survey consists of sample of 150 participants.
The primary data consisting 25 questionnaires were collected through interview schedule from the
consumers of the Supermarkets in Coimbatore. The study revealed that that the consumer in
Coimbatore is more satisfied with the services rendered by supermarkets.

Sashikala and Ashwini Gangatkar (2015) has examined on a study on comparative

analysis of consumer perception towards supermarkets and provision stores in Bangalore. The

6
analysis was made about the consumer perception of supermarket and provision store. The authors
concluded in the end with the results that no doubt consumers have better perception about
supermarket as compared to provision stores except price.

Ramya. J (2016) did a study on “Customer experience in supermarket and hypermarket –

A comparative study”, the principle idea behind this study is to discover the association between
the casual factors and buyer opinion in these two retail format’s generally seen in the Indian
Market. Researcher prepared a well structure questionnaire and collect data from 418 respondents.
Sample respondents are the hyper market and supermarket customer. The study suggested that the
retailers catch note of the important predictors while developing retail format strategies.

Shashikala (2017) studied the customer perception towards supermarket. The area of the
study is Bangalore. Questionnaire was prepared by the researcher and got data from 100
respondents. The study found that, customers have enhanced observation towards supermarket
because supermarket are cleanliness, multiplicity and store environment.

Mr. Siddhartha. M Mr. Krishna Prasad. P (2018) did a study on Customer preference
and satisfaction towards supermarket with reference to Palakkad city” the study will help us to
understand customer preference and their needs expected from the business owners. It will be
effective for the survey of the supermarket and as well as manufacturers. According to this study
we can know about the customer needs and wants taste and preference that they are facing day to
day.

catherine and Magesh (2019) have studied on retail Shoppers’s satisfaction using
distinction strategies. In this study data collection is based on primary data that are collected
through questionnaire survey made on the selected sample of sample size 123.After the research
and study the authors concluded that shopper’s or customer’s interest towards
repurchase/repurchase intent, and satisfaction are linked and affect each other.

7
 Dr. Nazrul Islam, Hasan Hasan (2020) “An Analysis of customer satisfaction of
supermarket in Bangladesh” – This study aims to identify the level satisfaction of the
supermarket in Bangladesh. Both primary and secondary data were collected and analyzed in this
study. This study identified factors influencing the customer satisfaction of supermarket in
Bangladesh are concerned with personal interaction of the sellers, problem solving attitude of the
markets and service policy of the supermarket authority. The study suggests entrepreneurs of the
supermarket to consider these factors while designing their policies for increasing the satisfaction
of their customers and expanding their business in the country.

Grzegorz Biesok (2021) “Models of customer satisfaction with supermarket in Poland this
study shows that the customer satisfaction reaches higher determination in more complicated
model’s such as value –based model and confirmation model. This study also showed that
customer expectations don’t have direct impact on customer satisfaction.

Sabarirajan. A, Arun. B (2022) “Consumer buying behavior – A Contemporary study in

hypermarket, Tamil Nadu “- In theory hypermarkets enable customer to fulfil all their routine
shopping requirements in one visit. The study proposes to identity what factors that influence
consumer’s and how is the current shopping behavior pattern in India. Study reveals that physical
factors Discounts, quality, local brands, display and visual appeal) social factors include (salesman
behaviour) and temporal factors (Open space) should considered by the hypermarket while
designing marketing strategy.

Chellammal.T (2023)” Customers satisfaction towards supermarkets in Thoothukudi”-

The main objective of this study is to assess the satisfaction level of customers towards
supermarket. The location of the study is Thoothukudi. Researcher adopts simple random sampling
method to collect data from respondent’s. The sample size of the study is 75. Simple statistical
tools are used by the researcher for data analysis.

8
 Yenju Gnawali (2024) “Customer satisfaction on supermarket” the study shows the
overall level of satisfaction are method of payment and location. The personnel service is less
signify for customer satisfaction. The organization should focus on its weakness of personnel
services through improvement in selections and training. The remaining dimension i.e. moderately
to customer satisfaction should be improved to better serve the customer.

9
 CHAPTER-III
THEORETICAL ASPECTS – AN OVERVIEW

This chapter deals with the theoretical aspects of the study. It includes the customer
satisfaction meaning, definition & factors, supermarket definition, supermarkets in dharmapuri,
history of chosen supermarket, profile of dharmapuri and demographic, geographic & economy
factor of dharmapuri.

3.1 Meaning of Supermarket

A supermarket, a large form of the traditional grocery store, is a self-service shop offering
a wide variety of food and household products, organized into aisles. It is larger in size and has a
wider selection than a traditional grocery store, but is smaller and more limited in the range of
merchandise than a hypermarket or big-box market.

The supermarket typically comprises meat, fresh produce, and dairy, and baked goods
aisles, along with shelf space reserved for canned and packaged goods as well as for various non-
food items such as kitchenware, household cleaners, pharmacy products and pet supplies. Some
supermarkets also sell a variety of other household products that are consumed regularly, such as
alcohol (where permitted), medicine, and clothes, and some stores sell a much wider range of non-
food products: DVDs, sporting equipment and electronic items.

3.2 Definition of Supermarket

According to Webster 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".

10
3.3 History of supermarket

In the 1940s and '50s they became the major food marketing channel in the U.S.; the 1950s
also saw them spread through much of Europe. Their growth is part of a trend in developed
countries toward reducing cost and simplifying MARKETING. In the 1960s supermarkets began
appearing in developing countries in the Middle East, Asia, and Latin America, where they
appealed to individuals who had the necessary buying power and food storage facilities.

3.4 Customer Satisfaction

According to Hasemark and Albinsson (2004), "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 fulfilment of a need".

According to kotler (2000), "Satisfaction as a person's feeling 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 friend to business.

Companies are measuring satisfaction and attempting to meet or beat competitors.

Frequently, companies at this stage tie satisfaction level to internal compensation models. Next
best steps are to tie incentives tie customer focused initiatives and continue to improve sales and
marketing processes, data integration, and communication and cooperation between departments.

11
3.5 Factors that are affecting customer satisfaction

➢ Department wise capability of the supplier.

➢ Technological and engineering or re-engineering aspects of products and services.

➢ Type and quality of response provided by the supplier.

➢ Supplier's capability to commit on deadlines and how efficiently they are met.

➢ Customer service provided by the supplier.

➢ Complaint management.

➢ Cost, quality, performance and efficiency of the product.

➢ Supplier's personal facets like etiquettes and friendliness.

➢ Supplier's ability to manage whole customer life cycle.

➢ Compatible and hassle free operations and functions.

3.6 Customer value

Customer value is what the customer thinks he or she is getting in return for what the
customer has to part with, reflecting an implicit comparison akin to "give and receive". It has been
described as the quotient of quality over price. Understanding the customer is about understanding
customer value. Customer value is a complex concept and measuring it is 77 complicated.

12
3.7 Facilitating Services to the Customers

Facilitating services are all those features of the product and activities of the firm that serve to
facilitate the consumption of the core product. All firms have to provide some of these services at
some level. Some large firms are provide assembly and installation services for a fee and
sometimes for no charge. Facilitating services comes under four broad categories.

➢ Complementary services.

➢ customer education

➢ Customer access

➢ Customer service

3.8 Managing Customer Relationships

The task of creating and delivering superior customer value must be complemented with
the selection of the appropriate customers and the effective management of relationship with those
customers. Managing customer relationships should be guided by an understanding of what the
customer's equity is to the firm. Customer equity, the value of customer to the firm, improves as
superiority in customer value improves. Since customer equity is perhaps the firm's most valuable
asset, the firm must continually seek to improve customer value for it best customers.

3.9 Where Supermarket Fail Customer service

When products fail, customers are aggrieved and will react. What their actions might be is
a function of a number of things that are hard to anticipate. At the extremes of satisfaction and
dissatisfaction, customers can react with delight or outrage, conceived to originate from the
handling of three basic customer needs: security, justice and self-esteem. Security is the need to

13
feel unthreatened by physical or economic harm; justice is the need to be fairly treated; and self-
esteem is the need to maintain and enhance one's self-image.

3.10 Assess Customer Service by Customer Recovery

Acquiring the right customers is only the first step in managing customer relationships. A
large percentage of new customers up to 50 percent in some sectors was found to defect before
their third anniversary with an e-commerce site. Once acquired, firms must do everything possible
to keep that customer or prevent itself from doing things that force or even allow the customer to
switch. When a customer switches to another fir, not only do you lose the remainders of the
customer's life time value, but you also incur the costs of attracting a new one to replace the lost
customers. The cost of serving the customer are high in the initial stages, as the firm setup
procedures for the new customer and becomes familiar with the needs and situations of that
customer.

3.11 Why is Customer Satisfaction so important today?

Quite often the difference between those that simply survive in business and those that
thrive is keeping abreast of, and adjusting to, the ever changing attitudes and expectations of the
market place. One such change has been the significant change in attitudes of customers over the
last 10 years.

There was a time when customers were less critical and vocal if not totally satisfied when
dealing with a business. This is not the case today. Today, customers are becoming increasingly
more demanding, less tolerant and very critical when not having their expectations met:

There was a time when the choices available on where and who to deal with was limited.
The power belonged to the business owner, customers had nowhere else to go and therefore
customer satisfaction was not so important. Today, customers have lots of choice on where and
who to deal with as a result the power has known shifted to the customer. If the feel you cannot
satisfy their expectations they will simply vote their feet and deal with someone who will.

14
3.12 Benefits of customer satisfaction

3.13 Supermarkets in dharmapuri

No Name of the supermarket

1 Sree Ranga Department Store
2 Senthilkumar Department Store
3 Krishna Department Store
4 Smart Department Store
5 Manivel Department Store
6 Sarashwathi Department Store
7 Sivagami Department Store
8 Thangavel Department Store
9 M.M Department store
10 New Columbu Department store

15
3.14 Sree Range Department Store

Sree Ranga Department Store is most famous and best department store in Dharmapuri
District. We are in customer service for more than 30 years. Our main objective is Customer
Satisfaction. We are satisfying all the customers who are coming to us because our motive sentence
is Customer is King so we are indeed of satisfying every customer we are having.

Mr.R.Durairaj,B.Sc.,B.L., who is founder of this best department store in Dharmapuri.

We are having vast experience more than 30 years in this field. We have more than 45000
customers. We are selling about 1500 bills in a normal day. It will doubled (3000 bills) in
holidays and weekends.

SREE RANGA DEPARTMENT STORE servers all days in a year except 3 days.
SREE RANGA DEPARMENT STORE was started on Feb 5, 1995by Mr.R.Durairaj first Tuesday
of a month, Door working time is 9AM to 10PM.Customer Service is our main Aim in our
business. We are having 300 Permanent Staffs and 200 daily wages for serving, helping people.
We are offering best price option for any products

3.15 Senthil kumar Department Store

Senthilkumar is a supermarket chain in South India. It is also one of the oldest supermarket
chains in India with origins dating back to 1995 and hence its products are sold under the brand
name of "Senthilkumar 1995". Also, unlike almost all other supermarkets and grocery shops in
India, Senthilkumar sells its own products among other brands.

3.16 History

The origin of this supermarket chain can be traced back to Muthusamy Mudaliar, who was
a mail runner for the British in colonial India. Muthusamy carried letters and cheques for the
British from Coimbatore to the hill stations of Ooty and Coonoor. As he was flooded with requests
to carry dairy products and other items, he opened a small shop in 1905, after buying the butter
business of an Englishman in Vannarpet and soon, "The Nilgiri Dairy Farm Ltd." was established.
16
In 1936, he moved his shop to Brigade Road, Bangalore. The Nilgiri Dairy Farm Ltd. specialized
in dairy, dairy products, bakery and chocolates. Muthusamy's son Chenniappan expanded the
company by setting up a modest store in Bangalore to sell Nilgiris' own products. However, after
Chenniappan's visit to the U.S. and Europe, this modest store was expanded into a supermarket.
Though Chenniappan was influenced by the supermarket concept in the U.S. and Europe, he
developed the Nilgiris supermarket to fit in with the local culture and set guidelines for its growth.
Soon, the Nilgiris supermarket chain spread to Coimbatore and Chennai.

In September-October 2008, Acts, a UK-based private equity investor, invested US$65

million in the Nilgiris Group in order to strengthen the group's manufacturing and franchising
operations in South India. This investment has given act is a controlling interest (more than 51%
stake) in the Nilgiris group.

3.17 Dharmapuri profile

Dharmapuri District is a district in Tamil Nadu state in southern India. The district came
into existence from October 10, 1965. Dharmapuri is the district headquarters. Dharmapuri town
is historically called "Thagadur".

HISTORY

The earliest known chieftain who ruled Tagadur (present Dharmapuri) during the
Sangamaera is Adigaman NadumanAnji, whose patronage sustained the famous Tamil poetess
Avvaiyar. The region is believed to have been controlled by the Pallava regime in the 18th Century.

In the beginning of the 9th Century, the Rashtrakutas gained power and influenced the
history of the district for the next two centuries. The Rashtrakutas were defeated by the Cholas.
And subsequently the district came under the Chola sphere of governance.

17
 The present Dharmapuri district was then a part of the Salem district. During the British
rule in the country and even till 1947 Dharmapuri was one of the Taluks of Salem District. The
Dharmapuri district was formed as a separate district on 02/10/1965 with its headquarters at
Dharmapuri. Thiru G.Thirumal I.A.S was the first Collector of Dharmapuri district.

The Dharmapuri district was bifurcated into present-day Dharmapuri and Krishnagiri
districts on 09/02/2004.

GEOGRAPHY

The district is located between latitudes N 11 47' and 12 33 and longitudes E 77 02' and 78
40. Occupies an area of 4497.77 km² (i.e. 3.46% of Tamil Nadu) and has a population of 2,856,300
(as of 2001). It is bounded on the north by Krishnagiri District, on the east by Tiruvannamalai
District and Viluppuram District districts, on the south by Salem District, and on the west by
Karnataka's Chamarajanagar District. The Whole district is surrounded by hills and forests.

CLIMATE AND RAINFALL

The climate of the Dharmapuri District is generally warm. The hottest period of the year is
generally from the months of March to May, the highest temperature going up to 38 C in April.
The Climate becomes cool in December and continuous so up to February, touching a minimum
of 17 C in January. On an average the District receives an annual rainfall of 895.56 mm.

GOVERNANCE

Dharmapuri is the district headquarters. The district has been divided into two revenue
divisions namely Dharmapuri and Harur consisting 5 taluks.

18
ADMINISTRATIVE DIVISIONS

1. Revenue divisions: Dharmapuri and Harur.

2. Revenue taluks: Dharmapuri. Harur, Palacode, Pennagaram, and Pappireddipatti.

3. Town Panchayats: Harur. Marandahalli, Bommidi, Palakkodu. Pennagaram,

Karimanagalam. Kambainallur. Papparapatti, Kadathur.Pappireddipatti.

4. Panchayat Unions: Dharmapuri, Harur. Nallampalli, Palakkodu, Pennagaram.

Karimanagalam, Morappur, Pappireddipatti.

DEMOGRAPHICS

According to the 2011 census Dharmapuri district has a population of 1,502,900, roughly
equal to the nation of Gabon or the US state of Hawaii. This gives it a ranking of 334th in India
(out of a total of 640). The district has a population density of 332 inhabitants per square kilometer
(860/sq. mi). Its population growth rate over the decade 2001-2011 was 16.04% Dharmapuri has
a sex ratio of 946 females for every 1000 males, and a literacy rate of 64.71%

Area 4497.77 km²-3.46% of area of the state

Population 1,502,900- (Census 2011)
Population density 332/km² (2011)
Literacy 64.71% (2001)

Sex ratio 946 females/1000 males

Urbanization 17.3%

19
ECONOMY

The district economy is mainly agrarian in nature. Nearly 70% of the workforce is
dependent on agriculture and allied activities. The district is one among most backward and
drought prone area in the state.

Dharmapuri district also forms a major horticultural belt in the state. As the area is drought
- prone it has become essential to switch over to cultivation of drought tolerant perennial fruit
crops in this district. Mango is the main horticulture crop of this District. It has the highest area
under the fruit crops. The district accounts for nearly one-third area under mango and nearly one-
half of the mango yield in the state. Palacode is the main area where tomato is cultivated. Chili is
cultivated mainly at Pennagaram.

20
3.18 Geographic factor

Dharmapuri in general is characterized with scanty rainfall and a dry climate. Dharmapuri
has moderate-dry weather throughout except during the monsoon season. Generally the first two
months of the year are pleasant, but in March, the mercury gains an upward trend which persists
till the end of May. The highest temperature is normally recorded during May. The scanty showers
during this period do not provide any relief from the oppressive heat. There is a light improvement
in the climate during June-July period. During this pre-monsoon period, the mercury reverses its
trend and by August, the sky gets overcast heavily but the rains are meager. The north-east
monsoon sets in vigorously only during September November, and by December, the rains
disappear rendering the climate clear but pleasant

3.19 Demographic factor

As per the 2011 census results, dharmapuri UA has a population of 919,150. City
Population grew from 696,760 in 2001 to 831,038 in 2011. As of the 2001 Indian Census the
dharmapuri Urban Agglomeration had a total population of 751,438, encompassing the town of
dharmapuri (696,760), Kondalampatti (16,808), Kannankurichi (14,994), Neykkarappatti (9,869),
Mallamooppampatti (6,783) and Dalavaipatti (6,224). The population in 1991 was 499,024. Males
constitute 51% of the population and females 49%. Dharmapuri has an average literacy rate of
84% which is higher than the national average of 64.5%; male literacy is 88%, and female literacy
is 78%, 9% of the population is under 6 years of age in dharmapuri.

The Population is predominantly Hindu, and there are sizeable numbers of Christians and
Muslims. Sikhs and Jains are also present in smaller numbers. The language spoken in dharmapuri
is predominantly the Kongu Tamil dialect of Tamil. Dharmapuri also has a significant number of
Sourashtra, Telugu and Kannada speaking people spread throughout the district. Dharmapuri is
said to have the largest Kannadiga population in Tamil Nadu. There is also a sprinkling of
Malayalees and North Indians in dharmapuri.

21
3.20 Economy factor

Dharmapuri is one of the major producers of traditional silver anklets, which are popular
among women. It boasts large textile, steel,automotive, poultry and sagoindustries. Dharmapuri
also has one of the largest magnesite deposits in India. Companies like Dalmia and TANMAG
have mines here. It has also got rich bauxite & mineral reserves. The Leigh Bazaar market is a
large regional market for agro products. It also has rich industrial base with the dharmapuri steel
plant, SISCOL, MALCO, CHEMPLAST and the Thermal & Hydel power plant at Mettur
contribute towards power supply to the state.

Silk and cotton fabrics from dharmapuri are sold throughout Tamil Nadu and are a big buy,
The Indian Institute of Handloom Technology, the second of its kind in India, is found
here.Dharmapuri is one of the chief producers of customary silver anklets, which are a rage with
the women-folk here. The Leigh Bazaar market is known for selling agricultural produce and is
usually abounding with visitors and shoppers. Fabric exporting has been the oldest business in
dharmapuri, going back to the 30s. Dharmapuri has always been known for exporting fabrics and
clothes and is still consistently doing so.

22
3.21 Images of Supermarket

SreeRanga Department Stores

23
Senthilkumar department store

24
Manivel department store

25
 Chapter 4
Data analysis and Source: Primary Data of the study

This chapter deals with analysis and Source: Primary Data of customer satisfaction towards
supermarket in dharmapuri town. Convenient sampling technique has been used in the study. The
data used for the study is primary data. Primary data relating to supermarket have teen collected.
Based on the data collected from the respondents following statistical tools have been used

• Percentage analysis

• Chi square test

4.1 Percentage Analysis

Data are collected from various respondents to their opinion on their traits under study. To
get a general view of their opinion a simple percentage analysis was used. Simple percentage
analysis is used to find the percentage value for all different questions used. Percentage is used in
making comparison between two are more series of data.

26
 Table 4.1
Gender wise

Gender No Of The Respondents Percentage

MALE 85 71
FEMALE 35 29
TOTAL 120 100

Source : Primary Data

The above table state that 71 Percent of the respondents are male, and remaining 29 Percent
of the respondents are female. The majority respondents are male.

27
 Chart 4.1
Gender wise

90
80
70
60
50
40
30
20
10
0
MALE FEMALE

28
 Table 4.2
MARITAL STATUS

Marital Status No Of The Respondents Percentage

Married 75 63
Unmarried 45 37
Total 120 100

SOURCE : PRIMARY DATA

The above table clearly shows the marital status of respondents. Among the total
respondents 63 Percent are married, and remaining 37 Percent are unmarried.

29
 Chart 4.2
MARITAL STATUS

80
70
60

50
40

30

20

10

0
Married Unmarried

30
 Table 4.3
FAMILY MEMBERS WISE

Family Members No Of The Respondents Percentage

Below 3 25 21
4-6 45 38
6 above 49 41
Total 119 100

SOURCE : PRIMARY DATA

The above table shows the family members of the respondents. Among the total
respondents 21 Percent are have below 3 family members, 38 Percent are have 4-6 family
members and 41 Percent are have above 6 family members.

31
 Chart 4.3
FAMILY MEMBERS WISE

50

40

30

20

10

0
Below 3 4---6 6 above

32
 TABLE 4.4
MONTHLY HOUSEHOLD INCOME

Income No Of The Respondents Percentage

Below 10000 19 16
10001-20000 35 29
20001-30000 45 38
Above 30000 21 17
Total 120 100

SOURCE : PRIMARY DATA

The above table shows that 16 Percent of respondents monthly household income range
from below 10000, 29 Percent of the respondents monthly income is between 10001 - 20000, 38
Percent of the respondent’s monthly income is 20001-30000 and 17 Percent of the respondents
earns a monthly income is above 30000.

33
 CHART 4.4
MONTHLY HOUSEHOLD INCOME

Above 30000

20001-30000

10001-20000

Below 10000

0 10 20 30 40 50

34
 TABLE 4.5
OCCUPATION WISE

Occupation No Of The Respondents Percentage

Students 13 11
Private 15 13
Business 65 54
Profession 10 8
Others 17 14
Total 120 100

SOURCE : PRIMARY DATA

From the above table states that 11 Percent of the respondents are comes under the
student, 13 Percent of the respondents are comes under the private, 54 Percent of the respondents
are comes under the business, 8 Percent of the respondents are comes under the profession and
14 Percent of the respondents are comes under the others category.

35
 CHART 4.5
OCCUPATION WISE

Others

Profession

Student

Private

Business

0 10 20 30 40 50 60 70

36
 TABLE 4.6
SUPERMARKET WISE

SUPERMARKETS NAME NO OF THE PERCENTAGE

RESPONDENTS
Ranga department 24 20
Senthilkumar department 24 20
Krishna department 24 20
Smart department 24 20
Manivel department 24 20
Total 120 100

SOURCE : PRIMARY DATA

The above table shows that the respondents choose which shop for their purchase. I chose
24 respondents in each shop

37
 CHART 4.6
SUPERMARKET WISE

30

25

20

15

10

0
Ranga Senthilkumar Krishna Smart Manivel
department department department department department

38
 TABLE 4.7
PERIOD OF PURCHASE WISE

Period No Of The Respondents Percentage

Below 1 year 25 21
2 year 35 29
3 year 45 38
Above 3 years 15 12
Total 120 100

SOURCE : PRIMARY DATA

The above table shows that how long the respondents purchase in the supermarket. 21
Percent of the respondents are purchase in below 1 year, 29 Percent of the respondents are
purchase in 2 year. 38 Percent of the respondents are purchase in 3 year and 12 Percent of the
respondents are purchase in above 3 year.

39
CHART 4.7
PERIOD OF PURCHASE WISE

50
45

40

35

30
25

20

15

10

0
Below 1 year 2 year 3 year Above 3 years

40
 TABLE 4.8
REASON WISE
REASONS NO OF THE PERCENTAGE
RESPONDENTS
For reliability in quality 41 34
Durability of product 31 26
Competitive price 32 27
Service of shop 16 13
Total 120 100

SOURCE : PRIMARY DATA

The above table shows that the reason for respondents choose the supermarket. Among the
total respondents 34 Percent are choose the supermarket for reliability in quality, 26 Percent of the
respondents are choose the supermarkets for durability of product, 27 Percent of the respondents
are choose the supermarket for competitive price and 13 Percent of the respondents are choose
the supermarket for service of the shop.

41
 CHART 4.8
REASON WISE

50
40
30
20
10
0

For reliability in
quality Durability of
product Competitive price
Service of shop

42
 TABLE 4.9
MODE OF PURCHASE WISE

Mode No Of The Respondents Percentage

Cash 102 85
Credit 18 15
Total 120 100

SOURCE : PRIMARY DATA

Thus the above table shows the mode of purchase of the respondents. Among the total
respondents 85 Percent of the respondents are used cash mode for their purchase and remaining
15 Percent of the respondents are used credit base purchases.

43
 CHART 4.9
MODE OF PURCHASE

102

18

CASH CREDIT

44
 TABLE 4.10
AMOUNT SPEND FOR PURCHASING
Amount No Of The Respondents Percentage
Below 1000 14 12
1001-2000 40 33
2001-3000 42 35
Above 3000 24 20
Total 120 100

SOURCE : PRIMARY DATA

The above table shows that amount spends by the respondents for their purchase. Among
the total respondents 12 Percent are spends below 1000rs, 33 Percent of the respondents are
spends 1001- 2000rs, 35 Percent of the respondents are spend 2001-3000rs and 20 Percent of the
respondents are spend above 3000rs.

45
 CHART 4.10
AMOUNT SPEND FOR PURCHASING

45

40

35

30

25

20

15

10

0
BELOW 1000 1001-2000 2001-3000 ABOVE 3000

46
 TABLE 4.11
TIME INTERVAL BETWEEN PURCHASES WISE

Time Interval No Of The Respondents Percentage

Daily 17 14
Twice a month 56 47
Weekly once 22 18
Monthly once 25 21
Total 120 100

SOURCE : PRIMARY DATA

The above table clearly shows that time interval between purchases of the respondents.
Among the total respondents 14 Percent are purchase at daily, 47 Percent are purchase at twice a
month 18 Percent are purchase at weekly once and 21 Percent of respondents are purchase at
monthly once.

47
 CHART 4.11
TIME INTERVAL BETWEEN PURCHASES WISE

60
50
40
30
20
10
0
Daily
Twice a month
Weekly once
Monthly once

48
 TABLE 4.12
TIME SPEND FOR PURCHASE

Time No Of The Respondents Percentage

Below 30 minutes 35 29
31-45 minutes 33 28
45 minutes-1 hour 47 39
Above 1 hour 5 4
Total 120 100

SOURCE : PRIMARY DATA

The above table shows that time spend for purchase by the respondents. Among the total
respondents 29 Percent are spends below 30minutes, 28 Percent are spends 31-45 minutes, 39
Percent are spends Sminutes-1 hour and 4 Percent are spends above 1 hour.

49
 CHART 4.12
TIME SPEND FOR PURCHASE

50
40
30
20
10
0

31-45 minutes
45 minutes-1
hour Above 1 hour

50
 TABLE 4.13
INFLUENCE OF RESPONDENTS TO CHOOSE THE SHOP

Influences No Of The Respondents Percentage

Self – decision 43 36
Friends 44 37
Relatives 27 22
Advertisement 6 5
Total 120 100

SOURCE : PRIMARY DATA

The above table shows that influence of respondents to choose the shop. Among the total
respondents 36 Percent are choose the shop by self-decision, 37 Percent are choose the shop by
friends, 22 Percent are choose the shop by relatives and 5 Percent are choose the shop by
advertisement.

51
 CHART 4.13
INFLUENCE OF RESPONDENTS TO CHOOSE THE SHOP

5%

22% Self – decision

36%
Friends
Relatives
Advertisement

37%

52
 TABLE 4.14
FEATURES OF THE SHOP LOOK BY THE RESPONDENT

Features No Of The Respondents Percentage

Price 34 28
Quality of product 73 61
Branding 9 8
Service of the shop 4 3
Total 120 100

SOURCE : PRIMARY DATA

The above table shows that feature of the shop look by the respondents. Among the total
respondents 28 Percent are look the price, 61 Percent are look the quality of product, 8 Percent are
look the branding and 3 Percent are looks the service of the shop.

53
 CHART 4.14
FEATURES OF THE SHOP LOOK BY THE RESPONDENT

61% Price
3% Quality of product
11%
Branding
8%
28% Service of the shop

54
 TABLE 4.15
REASON FOR EASY SHOPPING
Reasons No Of The Respondents Percentage
Better dealing 38 31
Better service 33 28
Section wise product 28 23
Convenience 21 18
Total 120 100

SOURCE : PRIMARY DATA

The above table shows that reason for easy shopping of the respondents. Among the total
respondents 31 Percent are easily purchase in the supermarket based on the better dealing, 28
Percent are based on the better service, 23 Percent are based on the section wise product and 18
Percent are based on the convenience.

55
 CHART 4.15
REASON FOR EASY SHOPPING

40
35
30
25
20
15
10
5
0
Better dealing
Better service
Section wise
product Convenience

56
 TABLE 4.16
AVAILABLE OF DISCOUNT AND GIFT

Available Of Gift No Of The Respondents Percentage

Yes 53 44
No 67 56
Total 120 100

SOURCE : PRIMARY DATA

The above table shows that available of discount and gift to the respondents. Among the
total respondents 44 Percent are have avail the gift and discount for their purchase and 56 Percent
are don't have the gift and discount for their purchases.

57
 CHART 4.16
AVAILABLE OF DISCOUNT AND GIFT

44% Yes

56% No

58
 TABLE 4.17
INCENTIVES OFFERED WITH PRODUCTS TO THE RESPONDENTS

Incentives Offered No Of The Respondents Percentage

Always 22 18
Not always 24 20
Rarely 41 34
Never 33 28
Total 120 100

SOURCE : PRIMARY DATA

The above table shows that incentives offered with products get by the respondents. Among
the total respondents 18 Percent are get incentives always, 20 Percent are get incentives not
always. 34 Percent are get incentives rarely and 28 Percent are never get the incentives with the
products.

59
 CHART 4.17
INCENTIVES OFFERED WITH PRODUCTS TO THE RESPONDENTS

41

33

24

0
Always Not always Rarely Never

60
 TABLE 4.18
SUPERMARKETS AVAILED MORE FOREIGN PRODUCTS

Factors No Of The Respondents Percentage

Yes 36 30
No 84 70
Total 120 100

SOURCE : PRIMARY DATA

The table shows that the supermarkets offered foreign products more than the local
among the total respondents 30 Percent are said yes, and remaining 70 Percent are said no.

61
 CHART 4.18
SUPERMARKETS AVAILED MORE FOREIGN PRODUCTS

Yes
30% 70% 70%
No

62
 TABLE 4.19
KIND OF PRODUCT SPECIALLY PURCHASE BY THE RESPONDENT

Products No Of The Respondents Percentage

Food Stuff 79 65
Cosmetics 25 20
Fruits And Vegetables 11 09
Others 5 6
Total 120 100

SOURCE : PRIMARY DATA

The above table shows that kind of product specially buy from the respondents. Among
the total respondents 65 Percent are purchase the food stuff, 20 Percent are purchases the
cosmetics, 9 Percent are purchases the fruits & vegetables and 6 Percent are purchases the
other products.

63
 CHART 4.19
KIND OF PRODUCT SPECIALLY PURCHASE BY THE RESPONDENT

79

25
11
5

Food Stuff Cosmetics Fruits And Others

Vegetables

64
 TABLES 4.20
PRICES AND QUALITY COMPARED WITH OTHER SHOP

Factors No Of The Respondents Percentage

Highly Satisfied 41 34
Satisfied 38 31
Neutral 38 31
Dissatisfied 3 4
Total 120 100

SOURCE : PRIMARY DATA

The above table shows that the satisfaction level of the respondents with the price & quality
given by the shop is as there with other shops. Among the total respondents 34 Percent are highly
satisfied with price & quality, 31 Percent are satisfied, 31 Percent are feels neutral with price &
quality and 4 Percent are feels dissatisfied with price & quality given by the shop.

65
 CHART 4.20
PRICES AND QUALITY COMPARED WITH OTHER SHOP

45
40
35
30
25
20
15
10
5
0
Highly Satisfied
Satisfied
Neutral
Dissatisfied

66
 TABLE 4.21
SHOPPING EXPERIENCE

Experience No Of The Respondents Percentage

Excellent 36 30
Good 73 60
Satisfied 7 7
Poor 4 3
total 120 100

SOURCE : PRIMARY DATA

The above table shows that shopping experience of the respondents. Among the total
respondents 30 Percent are feel excellent, 60 Percent are feel good in their shopping experience,
7 Percent are satisfied with their shopping experience and 3 Percent are feel poor in their
shopping experience.

67
 CHART 4.21
SHOPPING EXPERIENCE

80

70

60

50

40

30

20

10

0
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

68
 TABLE 4.22
HOW THE RESPONDENT CAME TO KNOW THE SHOP

Factors No Of The Respondents Percentage

Friends and relative 70 58
Past experience 27 23
Internet searching 5 4
Recommended 18 15
Total 120 100

SOURCE : PRIMARY DATA

The above table shows that the respondents how to know the shop. Among the total
respondents 58 Percent are came to know by the friends & relatives, 23 Percent are came to know
about past experience, 4 Percent are used internet search to know the shop and 15 Percent are
came to know the shop on the basis of recommended.

69
 CHART 4.22
HOW THE RESPONDENT CAME TO KNOW THE SHOP

Friends and relative

70
60
50
40
30
20
10
Recommended 0 Past experience

Internet searching

70
 TABLE 4.23
RESPONDENTS SEEN ADVERTISEMENT

Factors No Of The Respondents Percentage

Yes 40 33
No 80 67
Total 120 100

SOURCE : PRIMARY DATA

The above table shows that the respondents seen advertisement about the supermarket.
Among the total respondents 33 Percent are seen advertisement about the supermarket, and 67
Percent are did not seen any advertisement about the supermarket.

71
 CHART 4.23
RESPONDENTS SEEN ADVERTISEMENT

33%

Yes
No

67%

72
 TABLE 4.24
THROUGH MEDIAS WISE

Medias No Of The Respondents Percentage

Newspapers 64 53
TV 13 11
Banner 21 17
Radio 5 4
Website 17 15
Total 120 100

SOURCE : PRIMARY DATA

The above table shows that the respondents seen advertisement through which media.
Among the total respondents 53 Percent are seen in newspaper, 11 Percent are seen in television,
17 Percent are seen in banners, 4 Percent are seen in radio and 15 Percent are seen in website.

73
 CHART 4.24
THROUGH MEDIAS WISE

70

60

50

40

30

20

10

0
0 1 2 3 4 5 6

74
 TABLE 4.25
ADVERTISEMENT INFLUENCE IN PURCHASE DECISION

Influence No Of The Respondents Percentage

Yes 39 32
No 81 68
Total 120 100

SOURCE : PRIMARY DATA

The above table shows that advertisement influence in purchase decision of the
respondents. Among the total respondents 32 Percent are said yes to their purchase decision
influenced by advertisement and 68 Percent are said no to advertisement influence in purchase
decision.

75
 CHART 4.25
ADVERTISEMENT INFLUENCE IN PURCHASE DECISION

Yes

No

76
 TABLES 4.26
PURCHASE FROM THE OTHER SHOP PREVIOUSLY BY THE CUSTOMER

Purchase Previously No Of The Respondents Percentage

Yes 57 47
No 63 53
Total 120 100

SOURCE : PRIMARY DATA

The above table shows the respondents purchase from other shops previously. Among the
total respondents 47 Percent are purchase from other shops previously and 53 Percent are does
not purchase from other shops.

77
 CHART 4.26
PURCHASE FROM THE OTHER SHOP PREVIOUSLY BY THE CUSTOMER

Yes No

43%

57%

78
 TABLE 4.27
PLAN TO CHANGE THE SUPERMARKET IN FUTURE BY THE CUSTOMER

Purchase Previously No Of The Respondents Percentage

Yes 43 36
No 77 64
Total 120 100

SOURCE : PRIMARY DATA

The above table shows the respondents plan to change the supermarket in future. Among
the total respondents 36 Percent ate have plan to change the supermarket in future and 64 Percent
are does not change the supermarket in future.

79
 CHART 4.27
PLAN TO CHANGE THE SUPERMARKET IN FUTURE BY THE CUSTOMER

Yes

No

80
 TABLE 4.28
RECOMMEND THE SUPERMARKET TO OTHERS BY THE RESPONDENTS

Purchase Previously No Of The Respondents Percentage

Yes 85 71
No 35 29
Total 120 100

SOURCE : PRIMARY DATA

The above table shows the respondents will recommend the shops to others. Among the
total respondents 71 Percent are like to recommend the shop to others and 29 Percent are not like to
recommend the shops to others.

81
 CHART 4.28
RECOMMEND THE SUPERMARKET TO OTHERS BY THE RESPONDENTS

90

80

70

60

50

40

30

20

10

0
Yes No

82
 CHAPTER-V

FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS

o In gender wise classification 85 are male and 35 are female

o Majority 63% of the respondents are married people.
o Majority 41% of the respondents have above 6 family members.
o Majority 38% of the respondents' income level is 20001-30000.
o Majority 54% of the respondents are business.
o Majority 38% of the respondents are purchasing in the supermarket on 3 years.
o Majority 34% of the respondents are chooses the supermarket based on reliability in
quality.
o Majority 85% of the respondents are purchasing in cash mode
o Majority 35% of the respondents spend 2001-3000rs for their purchase.
o Majority 47% of the respondents are purchase in the supermarket on twice a month
o Majority 39% of the respondents are spends 45minutes 1 hour for their purchase.
o Majority 37% of the respondents are chose the supermarket influenced by friends.
o Majority 61% of the respondents are sees the supermarket feature i.e. quality of the
product.
o Majority 31% of the respondents are easily purchase in the supermarket based on better
dealing.
o Majority 56% of the respondents are availed gifts and discounts of their purchases.
o Majority 65% of the respondents are specially purchase the food stuff in the supermarket.
o Majority 34% are highly satisfied in the price and quality given by the shop.
o Majority 60% are feels good in the shopping experience.
o Majority 58% of the respondents know the supermarket by friends & relatives.
o Majority 67% of the respondents does not see any advertisement about the supermarket.
o Majority 53% of the advertisements are comes in newspaper.
o Majority 68% of the respondents said that the advertisement does not influence in
purchase decision.

83
o Minority 53% of the respondents are previously purchase in the other shops.
o Minority 64% of the respondents have planned to change the supermarket in the future.
o Majority 71% of the respondents are like to recommend the shop to others.

84
Recommendations and Suggestions

• This study reported that the average number of respondents is dissatisfied in the waiting
time at the counter. So the supermarkets should take step for reducing the waiting time of
the customer. It should reduce the medium of waiting.
• Day by day town has changed and traffic level also increased. This study reported that
majority of the customers highly dissatisfied in the parking facility of the supermarket. The
most supermarkets in Dharmapuri does not have enough space for parking facility, so the
customers parking their vehicles on the road side. So the supermarket must to provide or
develop their parking facility.
• This study reported that that maximum number of respondents is highly dissatisfied in the
children play area of the supermarket. So the supermarket must to provide children play
area to the customers, its helps the customers to leave their children in play area and they
make purchase easy.
• The average number of respondents feels neutral in the opening hour of the supermarket.
So the supermarkets change their opening hour, it increases the sale of the supermarket.
• The most respondents does not see any advertisement about the supermarket, so the
supermarket must produce the advertisement about the special offers, it helps the
supermarket to increases their sales
• The most number of the respondents are dissatisfied in the managers that are approachable
in the supermarket. So the manager of the supermarket must contact with the customers
and make relationship with customers, it helps the manager to knows the opinion, taste and
preference of the customers, and it helps to develop the customer relationships in the
supermarket.
• The average number of respondents is feels neutral in the hospitality by the supermarket.
So the supermarket provides some more hospitality to the customers.
For example: Drinking water, seating arrangements and refreshments.

85
Conclusion

The customer relationship is central to the customer satisfaction and to the positive
health outcome. The supermarket is still far from what customers expected as ideal. The reason
for dissatisfaction lies with non-communication with supermarket staffs or managers, behavioral
attitude of the staff. From this research, it is understood that the customer satisfaction level is
increasing because of purchasing methods has improved in high level. The supermarket provides
quality of service to improve better competency level of customers. The study concludes with
found hope that many more research studies will be taken in this important activity catering to the
well- being of humanity.

86
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• Xuemingluo and Christian Homburg, "Neglected Outcomes of Customer Satisfaction",
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QUESTIONNAIRE

1. Gender

A. MALE B.FEMALE

2. Educational qualification

A. Illiterate C. School level

B. Graduation D. Post graduation E. Professional

3. Marital status

A. Married B. unmarried

4. Number of family members

A. Below 3 B. 4-6

C.6 and above

5. Monthly household income

A. Below 10000
B. 10001 to 20000
C. 20001 to 30000
D. Above 30000

6. Occupation

A. Business
B. Private
C. Student
D. Profession
E. Others specify…………….

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7. Which of the following shop do you purchase products regularly?

A. Smart supermarket
B. Ranga department
C. Senthilkumar department
D. Krishna department
E. Others specify…………….

8. How long are you purchasing in this super market?

A. below 1 year B. 3 year

C. 2 year D. 3 year and above

9. Why you make your purchase at this shop?

A. For reliability in quality B. Durability of product

C. Competitive price D. Service of shop

10. What about your mode of purchase?

A. Cash basis B. Credit basis

11. How much amount are you spending for purchasing in super market?

A. Below 1000 B.1001 to 2000

C.2001 to 3000 D.3001 and above

12. Time interval between your purchases

A. Daily B. Twice a month

C. Weekly once D. Monthly once

13. How much of time you spend to your purchase?

A. below 30 minutes B. 45 Minutes to 1 hour

C.31 to 45 minutes D. More than 1 hour

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14. Who has influenced you to choose this shop?

A. Self-decision B. Friends

C. Relatives D. Advertisement

15. What feature do you look for shopping at this supermarket?

A. Price B. Quality of product C. Branding

D. Service of the shop

16. What would make your shopping easier?

A. Better dealing B. Better service

C. Section wise product D. Convenience

17. Have you availed any discount or gift scheme along with your purchase?

A. Yes B. No

18. Do you get attracted by the incentives offered along with products in the shop?

A. Always B. Rarely

C. Not always D. Never

19. Does the supermarket offers more foreign products than local products?

A. Yes B. No

20. What kind of products you specially buy form the supermarket?

A. Food stuff B. cosmetics

C. Fruits & vegetables D. others

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21. When compared with other shop, the price & quality given by the shop is ... ?

A. Highly satisfied B. Neutral

C. Satisfied D. Dissatisfied

E. Highly dissatisfied

22. Shopping experience in the supermarket?

A. Excellent B. Satisfied

C. Good D. Poor

23. How you came to know the super market?

A. Friends & Relatives B. Past experience

C. Internet searching D. Recommended

24. Have you seen any advertisement of the shop?

A. Yes B. No

A) If yes, through which media....

a) Newspaper b) Television

c) Banners d) Radio e) Website

25. Did advertisement influence in your purchase decision?

A. Yes B. No

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26. Please rate the following aspects about the supermarket on the parameter given below

Factor Highly Satisfied Neutral Dissatisfied Highly

satisfied dissatisfied
Location of the supermarket
Membership cards
Customer service
Easy accessible
Clean & spacious atmosphere
Less waiting time at the counter
Parking facility
Opening hour

Availability of credit card

Facilities
Store layout
Security in the store
Regular advertising on store
Specials
Maintenance of the shop
Modern appearance of the store
Hospitality to the customers

Children play area

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27. Please rate the following aspects about the products in the supermarket on the
parameter given below;

Factor Highly Satisfied Neutral Dissatisfied Highly

satisfied dissatisfied
Quality of the products
Variety of the products
Branded products
Freshness of the products
Price of the products
Availability of the new products
Durability of the products
Quantity of the products

Package of the products

28. Please rate the following aspects bout the staffs in the supermarket on the parameter
given below;

Factor Highly Satisfied Neutral Dissatisfied Highly

satisfied dissatisfied
Performance of the staff
Friendliness of the staff
Availability of the staff to offer
Help
Doubts clarification by the staff
Guidance of the staff
Appearing of the staff
Manager that are approachable
Hospitality of the staff

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29. Did you make purchase from other shops previously?

A. Yes B. No

a) If yes, Special the shop name………..........................................................

30. Why did you change from the shop?

………………………………………………………………………………………………………
…………………………………………………………………………………………….

31. Do you have any plans to change the supermarket in future?

A. Yes B. No

A) If yes, what is the reason?

……………………………………………………………………………………………………....

32. Would you recommend this supermarket to others?

A. Yes B. No

A) If yes, reason…………………………………………………………………..........................

B) If no, reason…………………………………………………………………………………….

33. If any suggestion to improve the satisfaction of customers

………………………………………………………………………………………………………
………………………………………………………………………………………………………
……………………………………………………………………..……………………………..

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