Project on MORE supermarket

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EXICUTIVE SUMMARY
The project report is a part of the ten weeks internship program conducted at More
supermarkets as per VTU curriculum. The study is titled “A study on Customer perception
and satisfaction towards more supermarkets with special reference to Mangalore taluk”. The
main purpose behind the study is to identify what customers perceive about more
supermarkets and satisfaction level.
Customer satisfaction is an appraisal of how goods and services sold by an organization meet
or exceed consumer’s desire. In this study the researcher attempted to study customer
perception and satisfaction using Servqual instrument where it understands the customers
using five components of service quality i.e. tangibility, reliability, assurance, empathy and
responsiveness, as retail is considered as service. The study was directed to comprehend the
customer perception and satisfaction of More stores using Servqual technique. To study
above topic the primary data was gathered through questionnaire and direct interview, for
secondary data company web site sources, websites and other research articles were used.
The report highlights on the industry profile and company profile which includes
background and company’s vision –mission, Area of operation, competitor’s information and
infrastructure facilities and also the SWOT analysis of the company. It also includes
company’s future prospect developments.
The study also includes Theoretical background of the study and elaborate information on
the subject chosen for better understanding of the study and usage in the study.
To achieve the objective of the study, customer perception and satisfaction a sample size of
240 respondent’s data has been analyzed using statistical tool like mean, regression and
Anova test. The analysis was done using Microsoft excel.

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1. INTRODUCTION ABOUT THE INTERNSHIP
Customer satisfaction is the satisfaction level delivered by the firm or organization by its
goods and services. It is important for every business organisation to provide customer
satisfaction in present market place. For retail success Customer satisfaction is essential. In
the business like retailing particularly in grocery retail the major goal of the retailer is to
focus on customer satisfaction. Customer perception is the customer’s knowledge, awareness,
impression about an organization or its offering. Consumer perception is related to how a
unique individual make conclusion about organizations and the products they offer through
the buy they make. Understanding customer perception is extremely valuable to plan
effective and efficient marketing strategy. I have undergone an internship at MORE super
market, Mangalore to study customer perception and satisfaction towards MORE retail.
In recent years, Grocery retailing in India has encountered a quick development. Focusing on
customer satisfaction is become main objective in retailing and thus, a full research on its
background is essential for retailers, researchers and practitioners. In the retail grocery we
have seen many changes in both developed and developing countries. In retail business, the
service which is provided and customer satisfaction is reason for every purchase. Evaluating
consumer satisfaction is very helpful to identify the strengths as well as weaknesses of a
concern and it recover for progress and continue their business in the present aggressive
scenario. Therefore this study is to makes an attempt to evaluate the customer satisfaction on
the base of actual service experienced by the buyers against the five service quality
dimensions such as responsiveness, tangibles, assurance, reliability, and empathy.
The final objective and goal of the any organisation is to satisfy the customer. But more often
it is becoming an issue. This is may be due to the fact that organisations sometimes do not
really identify or understand of what actually goes on in a customer’s mind. As such, this
difficult, unpleasant, or embarrassing situation has provided a difficult task to most business
conglomerates that places strong emphasis on customer relations. Even though numbers of
researches are conducted on the actual functioning of the consumers mind, but till now it is
mystery. Therefore, this study is concentrated on the measurement of customer satisfaction
through service quality delivery in the MORE retail Mangalore.

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2. TOPIC CHOSEN FOR STUDY:
Customer satisfaction is the measuring of how well companies offering exceed the
customer’s expectation. “Customer Satisfaction” does not only give a meaning of happy
customer, but quite complicated than that. In fact customer satisfaction is broadly used in the
business, trade and commerce industry. It is a business term which clarifies how an
organizations offering of assortment of products and services surpasses the customer's desire.
Customer perception is the image of the company or its products in the mind of the customer.
It can be additionally clarified as how customer see a specific item taking into account their
own decision. It is found as main differentiator and even more has become a major element
of strategies business. Supporting to that I selected the topic, “A study on customer
perception and satisfaction towards MORE supermarkets with special reference to Mangalore
taluk”.
3. NEED FOR THE STUDY:
“The secret story behind the retailing success is to offer your buyer what they want. And
actually, if you imagine about it from your point of view as a customer, you want everything:
high quality products, lowest possible prices, a wide range of collection, guaranteed
satisfaction with your purchase, suitable hours, suitable location, knowledgeable and friendly
service, free parking, a lovely shopping experience”.
Retail stores face high competition, especially grocery retail stores. Retailing in India is
seeing a quick development in almost all cities of the country. Creating a good brand will
help to know the customer’s perception and satisfaction level. Hence this study is an effort to
examine the perception and satisfaction of the customers of MORE retail and hence suggest
MORE store with the result which can utilized for create promoting methodologies and hence
attract more and more customers and work on satisfy and retain the customer for long run
profit.

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4. OBJECTIVES OF STUDY:
 To study customer perception towards MORE super market.
 To analyse the customer satisfaction level regarding the product and services offered
by MORE.
 To learn factors affecting the customer’s attitudes regarding the store choice
decisions.
 To study the customers demographic profile who visit and shop at MORE
supermarket.
5. SCOPE OF THE STUDY:
The Indian retailing sector has quickly expanded in size and stature in recent year. So the
understanding of customer need and giving appropriately need to keep pace with
development. The current market place has turned out to be more aggressive as customers
much of the time anticipate that retailers will coordinate or surpass their desires. So the
expansion in level of homogeneity between products offerings, supermarkets are started to
turning to deliver the effective customer services to get a competitive advantage. Customer
satisfaction is important to maintain for such retailers because they perform in a high
competitive world. The scope of this study is limited to Mangalore taluk.
METHODOLOGY:
SAMPLING SIZE:
The size of the sample is set to 240. These are the customers who visit the More super market
located in Mangalore taluk.
SAMPLING DESIGN:
Simple random sampling method is used to get data’s with representative sample. More super
market has 8 stores in Mangalore taluk. 30 samples from each store will be collected. The
target population in this research covered all individual walked-in customers of the more

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super markets. Simple, specific and straight questions, with multiple choice, as well as
questions to be marked on a seven point Likert scale and open-ended questions were included
in the questionnaire. Questions were designed with an aim to maintain high degree of
objectivity and consistency.
SOURCE OF DATA COLLECTION:
Primary Data: For the current study the data is collected by administering a questionnaire to
the respondent customers. This data is collected using direct interview and questionnaire
circulation to the customers who visit More supermarket.
Secondary Data: Secondary data is collected by Review of Literature where data from
previous studies was collected for the purpose of reference and framing the survey outline.
For this study the secondary data was obtained from business magazine, business brochures,
websites, journal etc.
REVIEW OF LITERATURE:
1. Doyle and Fenwick (1975) found that most important features looked upon by the
customers while evaluating a retail store are product variety, price, quality, one-stop
shopping, store location, general exterior of the store, convenience and advertisement.
2. Singh, Jagdip, D.B.A. (1985) attempted to explain a component of the post-purchase
phenomenon; the customers will go for complaints because they were unhappy with the
purchase. The research resulted in realizing the relative significance of cognitive or
expectancy value judgments.
3. Hildebrandt (1988) concluded that the store image and measurement model of store image
is a major success factor in the retail industry. So attributes of store image such as product

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offering, location, strategies of pricing can be used to calculate the marketing performance as
a business success measure.
4. Brown& Swartz (1989) stated that when a service is provided, for determining the service
quality, the personal relationship established between customers and employee will be
extremely important. In turn, the perception of the quality offered by the employee has an
impact on the real quality offered.
5. Grewal and Sharma (1991) found that behaviour of sales force could have an important
effect on customer satisfaction and dissatisfaction. The exploration was led by them to watch
that how sales force policy impact on customer satisfaction. The outcome what they got and it
was recommended that sales managers and sales people could increase satisfaction of
consumer by adaptive selling behaviour and by developing customer feedback systems.
6. Treblanche (1999) Author identified that the some factors of store attributes influences
consumer perception about a store as: Store Location, Price levels, Types of Customer,
Services offering, Product Mix, and Advertising and Physical facilities.
7. Amy Wong, Amrik Sohal (2003) analysed in their study that the relationship between
measurements of customer loyalty and the service quality offered in retail departmental
store. The outcomes demonstrated that service quality has a positive association with
customer loyalty and it is considered as most critical indicator of customer and concluded that
empathy is the main predictor of consumer loyalty in retail.
8. Sinha, Mathew and Kansal (2005) in their study concluded that choice of format is a
cognitive process. They say, in any purchasing decision, choice of format is important. They
emphasized that a store is chosen based variety of products and service offered and past
experience. Their study analysed the different factors influencing customer’s decision making

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process in choosing a store format. The study also helped identifying the essential factor set
which has an effects on customer format choice decisions.
9. Theodoridis, and Chatzipanagiotou (2009) found that practical relation among customer
satisfaction in the store image attributes and investigated the constancy of the structural
relations among customer satisfaction and store image attributes across different customer
groups. They distinguished 4 particular types of customers, namely, the Unstable, the
Typical, Occasional, and the Social. When they look at for the level of invariance between
the 4 groups and only product and pricing-related attributes were found to be similarly
important in all 4 groups.
10. Kamath (2009) in a research conducted in context of Mangalore city of Karnataka state,
identified that consumer loyalty and satisfaction being directly connected. The retailers have
to concentrate on customer retention. They attempted to analyse the customers’ preferences
to the retail store and their specific attributes. Factor analysis had been used to recognising
the main factors. The factors included are variety of products, discounts, entertainment and
games amenities, buying experience and easiness, promotion and low prices, added facility
and services and other factors for convenience of shopping.
11. Goyal and Aggarwal (2009) examined the relative importance of the different goods
purchased at organized retail channel and the choice of format the customer had, when
purchasing a product. Finally it was stated that all items are not equally important for retail
stores and different products need specific retail formats.
12. Choudhary and Sharma (2009) conducted a research in Chandigarh Tri city (Chandigarh,
Mohali and Panchkula), to see the dynamically growing organized retail in the area. The
information of 200 retailers has taken for study from the season of 2007-08. After a wide
literature review it was expressed that size of the stores and the area of the stores are
imperative in measuring the proficiency of operation of any retail stores. The study was
completed using chi-square test of to understand the working effectiveness of retail outlets

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and to examine the impact of location on the same. It was concluded from the study that there
was fundamental impact of organization of retail locations and area on the operational
productivity. The point of association was very low.
13. Ghosh, Kumar and Tripathi(2010) in their study conducted in context Indian, tried to find
the issues connected with store attributes and their importance in selection of store format.11
variables (attributes of store) were recognized based on theory and judgment. Factor analysis
had generated 3 factors: Store Atmospherics ease and Merchandise Mix, and Services
offered. The variables recognized and recommendations given that would be useful to
managers in design the stores with store attributes that would meet the chance of customer
and thus motivate them towards store patronage decisions.
14. Hemalatha, Lakshmi and Ravichandran (2010) in their study found that there is a high
absence of tested instruments which could compute customer perceived quality of service
provided by the retail store. In order to recognize the driving factors of a retail customer, the
main objective of their study was to empirically test the scope of service quality. The
concentrate likewise found the whole examination and perceived the ranges for advancement
in retail benefit quality.
15. Chakraborty (2010) in his study conducted in Hyderabad, concluded that Factor analysis
extracted 3 shopping motives, one to practical and 2 of which related to hedonic shopping
motive. The factors were named as socialization, diversion and utilitarian. Other 3dimensions
of the study were shopping result, store attributes and shopping perceived cost. The
recognized factors could be helpful for discount stores for understanding their shoppers.
16. Paswan, Pineda and Ramirez (2010) in their study concluded that familiarity with small
stores has positively motivated the customers to prefer for small stores and practical
satisfaction offered by big stores have negatively association. The study revealed that women
feel that large stores provide better functional benefits and support for the local economy.

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17. Jackie L.M. Tam (February 2010), in his article determined that customer requirement,
perceived value and service quality have solid relationship. These variables are more and
more accepted as being sources of competitive advantage.
18. Binta Abubakar (2011), in his article investigated the significance of several attributes in
customer rating connected with retail shopping. Then they reviewed the satisfaction level of
attributes. Their aim is to category the aspects and gives the grade according to the
importance. The result states that retailer can consider how well they meet their customer’s
needs on major attributes. The study recommended that as retailing has become more
standardised, corporate reputation also highly rated. Convenience was main, and quality of
service especially the friendliness and efficiency of checkout personnel.
19. Verma and Madan (2011) in their research highlighted that by providing new service
dimensions, the retailer creates unique shopping experiences for the consumers. They
highlighted the reality that there is a extreme change taken place in Indian retailing because
of retail industry open and new formats were coming up. It has become important to know
the customer perception regarding store image. The study endeavours to discover the main
considerations that are considered as huge to buyer in assessing of a retail design.
20. Jayawardhena (2011) in a study tried impacts of buyer and service orientation behaviours
of workforce of different retail on different customers’ perceptions of service encounter
quality, value, service quality, satisfaction, and behavioural intentions. The sample gathered
for the research is the hypermarket customers in central India, and they filled questionnaires
for study. They comprehended that customer practices are emphatically associated with
administration experience quality. And service quality is positively related to Service
encounter quality and customer satisfaction.

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21. Sushil Kumar, Niraj Mishra (2013) in their article found that there was a significant and
positive regression coefficient between 8 attributes of store and satisfaction of customer with
all coefficients at p< .05. Hence, the Null hypothesis was rejected and was concluded that
store attributes influence significantly the customer satisfaction with the retail store.
Limitations of the study:
 The study covers respondent from Mangalore taluk only, the customer attitude may or
may not be same at other places.
 As the sample size is being limited to 240, the conclusion may not be wholly
applicable to the total market.
 The opinion of the respondents might come across some degree of deviation due to
their biased attitude and lapse of memory.
 Time duration of study was just 10 weeks.

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CHAPTER 2
INDUSTRY AND
COMPANY
PROFILE

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Industry profile:
Retail industry is a division or area of the economy which sells the commodities directly to
consumers. At the end of the supply chain we can see the retail operation. Producer sell huge
quantities of goods to retailers and retailers try those same quantities of products to sell to the
consumers.
Indian retail industry:
The activities of trading made by licensed retailers are called organized retailing. These
retailers are liable to pay sales tax, income tax etc. These retailing include the publicly
trading Supermarkets, hypermarkets, and private retail businesses and also retail chains. The
culture of retail is developed from traditional outlets to large supermarkets, shopping malls,
hypermarkets, and retail chains. In India huge changes was taken place in customer
demographics with the presence of large expatriate population, rising purchasing power have
attracted premium and luxury brands to the region.
There is a rapid growth of retailing industry in India, especially from the last few years.
Indian retail market is most attractive after passing the resolution and allowing the foreign
organized retailers in Indian retail sector. After some domestic organized retail store like
Spar, Reliance Fresh, Vishal Megamart, Big Bazaar, More, Nilgiris, Trentetc, now Indian
retail industry is attracting some world’s leading retail stores like Metro, Wal-Mart,
Wholesale, Carrefour, etc, are ready to change the face of Indian retailing in a huge and also
in all dimensions offering by different retail outlets and belief of consumers with respect to
these retail stores. Indian retail businesses are operating in a very challenging environment.
There is a hug competition in retail business. Companies must deal with customers that they
have more options/choices than in the past and are therefore more demanding.
For the most part Indian shopping are happen in open markets or various small grocery and
retail shops. Customers for the most part hold up outside of the store, and approach the
shopkeeper for what they need, and buyer can't analyse the item or pick the items from the
rack. There is a limited entry for the product storage area. Once the customer request the
item, or any family unit things they have desired, the retailer goes to the rack or compartment
or to the capacity territory, brings it out and offers it available to be purchased to the

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customer. But now Retailers have understood the customer’s needs and income level
especially the growing young and working population. Numerous retailers have been
enhancing themselves by re-situating to up-coming present day shopping centers and malls,
giving more prominent shopping environment and experience particularly in the urban, semi
urban areas.
The Indian retail industry has become the most active and fast-paced businesses due to the
entry of some new multinational players. It accounts for over 10% of the nation’s GDP
(Gross Domestic product) and around 8% of the employment. India is the world’s fifth-
largest global destination in the retail sector.
As of 2003, India's retailing industry was basically owner managed small shops. In 2010,
well-built hypermarket, supermarkets and convenience comes for existing, and these were
existing only in urban and semi urban area. India's retail and logistics industry utilizes around
40 million Indians.
Factors for retailing growth in India: -
 The customers are young, educated and asks for their needs.
 Rise in Income level.
 The occurrence of communication channels like TV, radio and mobiles had a
great influence on customer’s expectation.
 There is rise in literacy rate in urban as well as rural areas makes the customers
more awake.
 Improved bargaining power.
 Increase in number of nuclear families in urban& rural areas.
 Different types of product offering and the availability of additional facilities.
 Customers are ready to pay any price for their requirement.
 Better organized supply chains both by the manufacturer and the retailer with a
many number of outlets in different locations.
 The effort on infrastructure created by the government-roads, communication
facilities, and so on.
 The reward of bargaining with larger volumes-economies of scale.

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 Cooperate sector entered in retailing.
 Using of information technology.
 Stores coming out as brand.
 New retail formats are coming out.
 New retail formats also get quickly replicated and lose their novelty.
 Increase in customer desire and disposable income.
 Demand as well as raise in expenditure for luxury items.
 Growing liking for branded products and elevated aspirations.
 Rising liberalization of the FDI policy in the past decade.
 Growing urbanization.
Investment scenario:
In the previous couple of years many multinational organizations has put resources into
Indian retail industry. This is a result of there is a high development need of customer
products.
 Amazon India increased its area of operation by 3 times more. Now it is operating in
2200 cities and towns in 2015. And the company also invested in its India operations
over US$ 700 million.
 Well-known companies Adidas sports brands, is the 1st
company to get government
approval to open 100% foreign-owned stores in India.
 Walmart India preparing to increase 50 more stores in India in next 4-5 years.
 Jabong.com has combined with MobiKwika Mobile Wallet Company to offer mobile
payment facility to Jabong’s customers.
 Lulu Group (Abu Dhabi-based Company) planned to invest Rs 2,500 crore to start
shopping mall in Telangana and Hyderabad.
 Flipkart purchased AdiQuity mobile ad network, to support its advertising segment,
 Aditya Birla Retail has purchased Total hypermarkets which were owned by Jubilant
Retail.
 FashionAndYou have going to open 3 new supply centers in Mumbai, Surat and
Bengaluru to fast-track its deliveries.
 Sbarroa pizza outlet is going to add its store count from the current 20 to 50 in next 2
years.

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 HomeShop18 has joined with DataWind to expand its retail footprint in the country
 Major textile Arvind Limited has declare a partnership with Sephora,
Trends in Indian retailing
The retail sector of Indian economy is in a stage of great renovation. Indian retail market is
expected to touch Rs. 47,00,000 crore by 2016-17. The retail market, which includes both
unorganized and organized sector, stood at Rs. 24 lakh crore in 2011 to 2012. Within retail,
the growing segments would be grocery, food, electronics, apparel, e-commerce, fashion and
lifestyle. Retailing is modernised by use of computers for merchandise planning and
management, controls the inventory expenses and supplies and internal store billing,
replacement of goods done electronically etc. has transformed the face of product retailing.
There is a high chance of online retail business to grow in the future. After achieving high
success in physical stores, retailers are now focusing into the area of e-retailing. The retail
industry all set and ready tests the online medium, by selling products over websites.

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COMPANY PROFILE:
Aditya Birla Retail Limited (ABRL)
ABRLis a Rs. 2.5 lakh crore corporation. Aditya Birla Group has an strong work force of
over 1,20,000 employees and that employees belongs to 42 different countries. Above 50% of
companies revenues coming from its international operations spanning 36 countries.
ABRL has been awarded fourth in the world in the ‘Top Companies for Leaders’ and 1st in
Asia Pacific. The study was conducted by Fortune Magazine in 2011. The Group has topped
the Nielsen's Corporate Image Monitor 2014-15 and they have developed as the Number one
corporate, the 'Best in Class', for the 3rd successive year.
More super market
ABRL (Aditya Birla Retail Limited) is the retail arm of Aditya Birla Group Company. In
India Aditya Birla Retail Limited is the fourth largest supermarket chain after Future Group,
Reliance Retail and D-Mart. ABRL operates two different store formats - Hypermarket and
Supermarket under the brand more. ABRL has about 16 hypermarkets and 540 supermarkets
in India.ABRL plans to open 6-8 hypermarkets and100 supermarkets.
Aditya Birla Retail Limited conveys items to the clients under its own names. Private name
Food Brands incorporates Best of India, Feasters, and Kitchen's Promise. Home and Personal
consideration brands incorporate Enriche, Pestex, Paradise,110% and Germex.
History:
Aditya Birla Group entered in retail business with the obtaining of Trinethra Super Retail in
2007. Trinethra Super Retail had a strong track with over 175 stores located across four states
- Karnataka, Andhra Pradesh, Kerala and Tamil Nadu. In Tamil Nadu and Andhra Pradesh

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‘Trinethra’ brand was used, Fabmall branded in Kerala and Karnataka. After that, all the
stores were renames as more. stores.
The motto of ABRL is Quality first, ABRL get the accreditation of first ever Indian food and
grocery retailer from the Food Safety Management System (FSMS). The organization sacked
the honor for guaranteeing that manufacturing, assembling, conveying and offers of
sustenance to the most elevated quality principles.
The intension of the clubmore is to make extraordinary consumer loyalty and give extensive
variety of brands, including power brands — 110%, Feasters and Kitchen's Promise — that
give incomparable quality to homemakers, the organization means to make customer who
continue returning for more. In May 2009 Aditya Birla Retail presented another idea of
giving its clients "Hamesha Extra" which has an incredible engage purchaser."Hamesha
Extra" is the main essence of More. It means it give feel to customers that they have got
something extra while shopping at More. Currently clubmore has a membership of 14
million, and it is growing. All the members enjoy a host of customized offers and great
savings.
Aditya Birla Retail Ltd has make the most excellent industry perform in order to help its
staff through its world-class learning institutes — the Aditya Birla Centre for Retail
Excellence and Gyanodaya. This will helping their people imbibe the key character of the
Quality 1st philosophy.
Supermarket
more stores are located inconveniently surrounded areas. The more supermarkets serve to the
day to day shopping requirements of customers. All the more markets offers expansive staple
goods lines, extensive variety of home consideration, individual consideration, new foods
grown from the ground, general stock and a fundamental scope of attire. As of now, there are
540 supermarkets nation over.

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Hypermarket
more.MEGASTORE is a decent shopping destination for the entire family. What's more an
extensive variety of items containing basic needs, foods items, FMCG items, more
MEGASTORE likewise has a solid accent on attire, general stock, customer durables and IT
products. Presently there is 16 hypermarkets the nation over.
More attracts to consumers by a wide range of brands that deliver at reasonable price. It
offers beverages, ready-to-eat food, staples, tea, cereals, instant mixes, pickles, papad,
apparel, household cleaning essentials, footwear, personal care and devotional products. The
power brands-Kitchen’s Promise and Feasters, 110%, deliver best quality to consumers. All
these brands are developed in-house.
In addition, Own Brands across categories include Incheels, Bluearth, selecta, Bjoyzz,
Prarthana, Bluearth Casual, Karinee, Kruff Jeans Company, Berwins, Chatter Kids and Yo.
ABRL aspires for its range of brands to be a customer’s most preferred brand across product
categories.
Clubmore
Clubmore is the loyalty program in More. It has a strong membership base of over 14 million
members. By this system customers appreciate an assortment of select offers and
advancements. Turning into a Clubmore part is straightforward. Any individual who is
making a buy of more than Rs.250 can turn into a part. The only thing is he has to do the
form fill up given from the store with his details. After that he/she can appreciate the
advantages of shopping from the very beginning. As a valued part, every time customer shop
at more outlet they get Reward Points which can be reclaimed in their favored more outlet. A
Clubmore member will deserve to special benefits, in addition to the regular offers and
promotions at more. Clubmore members will likewise get the SMS alerts for extraordinary
offers on the products.
The clubmore is customer-friendly, free-to-use and easy to understand. With the strength of
around 14 million members, Clubmore has gone mobile. It influences the force of advertising

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examination to convey vital and great offers to individual customers in view of their shopping
history. Thus, it is making loyal customers every time.
Aditya Birla Group at Present:
 The world's biggest maker of copper and aluminium. They rank third in greatest makers of
aluminium in Asia.
 Aditya Birla Group No.1 in thick staple fibber.
 The Group has positioned No.1 in carbon dark.
 They are the 4th
biggest manufacturer of insulators.
 The 5th
biggest manufacturer of acrylic fibre.
 They are the largest cement producers around the world.
 They contain the top vitality sparing manure plants.
Aditya Birla Group is the main Indian multinational organization which works in the United
States, where 95% of the representatives contains Americans
Aditya Birla Group present scenario:
 Aditya Birla Group has top form retail locations.
 They are the major manufacturer in the chlor-alkali sector
 They are positioned in main 3 versatile telephony organizations.
 They are the top player in asset management and life insurance.
 In the retail business Aditya Birla Group is the top 2nd
supermarket chains.
 They are the 2nd
largest player in viscose filament yarn

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Beyond Business the Aditya Birla Group is:
 They Works in 5,000+ villages worldwide for provincial improvement.
 Aditya Birla Group concentrates on: education, health-care, the girl child, sustainable
livelihood, and women empowerment projects, improve infrastructure and espousing social
development.
 They additionally runs 42 schools which give brilliance training to fifty thousand youngsters.
In this eighteen thousand understudies fit in with the underprivileged portion. Merit
Scholarships are given to twenty four thousand kids from the insides.
 The group owns 18 hospitals, and they working for poor in more than a million villagers.
 There are many ongoing projects of educations, healthcare and sustainable livelihood in
Thailand, Egypt, Philippines, Indonesia, Korea and Brazil, lift a large number of individuals
out of neediness. Helps a huge number of needy individuals.
Major Companies of Aditya Birla Group:
 ADITYA BIRLA CAPITAL ADVISORS PVT LTD
 ADITYA BIRLA FASHION AND RETAIL LTD
 ADITYA BIRLA RETAIL LIMITED
 BIRLA SUN LIFE INSURAANCE COMPANY.
 ULTRATECH CEMENT LTD
 PANTALOONS FASHION & RETAIL LTD
 MADURA FASHION AND LIESTYLE
 IDEA CELLULAR LTD
 ADITYA BIRLA MONEY

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Aditya Birla Capital Advisors PVT LTD gives budgetary administrations. ABCAP offer
investment management and advisory services all over the world. The company’s products
are Private equity investment, advisory and management services. ABCAP has been made
with the expectation of prompting, start and dealing with a progression of private value assets
to put resources into economy and make business development opportunities. Aditya Birla
Capital Advisors Private Limited is the fourth biggest organization. ABCAP has the great
record of corporate administration and they need wide institutional achieve, global vendoe
and customer relationship over every single real segment.
Aditya Birla Fashion and Retail Ltd., is one of the major fashion retail store in India. The
organization is begun in the year 2007, it is a huge organization having a business sector top
of Rs 11,500Cr. Aditya Birla Fashion and Retail Ltd. key Products includes Branded Apparel
such as Ready-to-Wear Western and Ethnic Apparel for Men, Women & Kids, Footwear and
Accessories. Different brands available on these stores are Van Heusen, Allen Solly, Louis
Philippe, Peter England, People and private brands.

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Aditya Birla Retail Limited (ABRL) is the retail arm of Aditya Birla Group Company. It
works under the brand name more. The products of the companies are vegetables, fruits,
FMCG products, bakery, groceries, homecare, frozen food, personal care, pharmacy, general
merchandise and apparel and footwear. The Fabmall grocery supermarkets of Aditya Birla
Retail Limited are re-brands it's to additional. A name intelligent of its promise to offering
customers an all the more fulfilling retail encounter. The re-branding takes after the securing
of the "Trinethra Super Retail" that incorporates the retail marks Trinethra, Fabmall, and
FabCity by Aditya Birla Retail in January 2007. As an after effect of the amalgamation
process, "68 Fabmall stores" in Karnataka has been re-marked under the umbrella of
additional., the retail mark from the Aditya Birla Group With the essential target to improve
the shopping background for purchasers, the new stores will continue to be built around the
proposition of quality, affordability and convenience with new in-store merchandise and a
whole new retail experience.
These Stores are offering a broad range of product categories together with home care, fruits
and vegetables, personal care, staples, household general stock and dairy products The
securing of Trinethra Retail store has furnished Aditya Birla Retail with a strong retail
impression in South India reaching out to 270 stores and over more than a large portion of a
million sqr ft in Andhra Pradesh, Tamil Nadu, Karnataka, and Kerala, where it is the top food
and grocery retailer. All the more Retail has sixty stores in Bangalore, eight stores in Mysore
and ten stores in Mangalore.

21
In the year 2000 BIRLA SUN LIFE INSURANCE COMPANY was begun.. Birla Sun Life
Insurance Company Limited (BSLI) is a joint undertaking between a mainstream and reliable
name overall Sun Life Financial Inc, and Aditya Birla Group. Sun Life Financial Inc, is a top
international financial services company from Canada. The local knowledge of the Aditya
Birla Group merged with the domain specialist of Sun Life Financial Inc., offers a security
for its clients' life. BSLI has given importance to the development and improvement of the
insurance industry in India from the first 10 years and right now positions amongst the main 7
private life insurance company in the country.
UltraTech Cement Ltd. is the major cement company in India. They are the biggest producer
of dark cement, Concrete and white cement in India. They are additionally one of the big
cement makers around the world. This brand represents 'strength ''reliability', and
'innovation'. Together, these aspects encourage engineers to extend the limits of their
imagination to build homes, buildings, and structures that define the new India. Its operation

22
span across India, Bahrain, Bangladesh, UAE, and Sri Lanka. When comes to export of
cements UltraTech Cement is India's largest exporter. It exports cements around the Indian
Ocean and the Middle East.
Pantaloon Fashion Retail Limitedis leading India’s retail chain. Pantaloons operate in both
the value and lifestyle segment of the Indian consumer market. Headquarter is arranged in
Mumbai. The organization works in more than twelve million sq ft of retail space. Pantaloons
have 400 stores crosswise over 73 urban areas in India and Employs more than 35,000
individuals.
Product offering in Pantaloons are men’s wear (John Miller, JM Sports, Bare Denim, Rig,
Ajile, Lombard) ladies wear (Honey,Akkriti, Annabelle, Mix & Match) kid’s wear(Chalk,
Bare 7214) accessories (Cosmetics, Stationary for kids, Books & Magazines)
In store Pantaloons keep 70% of products of their own brand. Remaining 30% include
complete inventories of non- apparels & and some apparels brands like UMM, Rang Munch,
Bare Denim, leisure Denim & Rig etc. They have primarily positioned as a family store, but
later turn towards becoming a fashion store with an emphasis on youths and clear focus on
‘FRESH FASHION’. They are targeting youth and even women, since they are the ones
defining most purchasing decisions.

23
Madura Fashion &Lifestyle is one of India’s branded apparel companies which is extremely
popular. It is a premium lifestyle shop It is making Indian customers to buy the most
prestigious worldwide style wear and accessories within the nation.
The company’s brand collection comprises of different products ranging from affordable to
luxurious, top of the line style and accessible to each age group, from children and youth to
men and ladies. Madura Fashion & Lifestyle has global brands of Van Heusen, Peter
England, Allen Solly, Louis Philippe, and People that represent style,attitude luxury, and
comfort.
Madura Fashion and Lifestyle achieves its customers through a selective system including
1,980 stores, covering 2.5 million sqft of retail space. The lifestyle stores of the organization
offers a restrictive mix of worldwide designs, caters at Bangalore, Chandigarh, Mumbai,
Delhi, Delhi NCR, Pune and Chennai.
With 231 stores across 164 towns, Planet Fashion is one of the biggest clothing retail chain of
its kind in the nation. They kept the business in enormous urban areas as well as in littler
towns, for example, Udupi, Bareilly and Dehradun. Planet Fashion is one of the biggest chain
of stores of its kind in India, with a normal store impression that reaches from 2,000-6,000
sqft relying upon its location. Recently, Planet Fashion chose to remodel its image
personality to oblige the observing tastes of today's smart Indian customers.

24
Idea Cellular popularly known as ‘!dea’ is an mobile network operator in India. Right now
Idea offers 2G,3G and 4G portable system administrations. Idea is 3rd largest mobile
operator in India by subscriber base. Idea has 160.08 million subscribers as of June 2015.
Idea competes with Airtel, BSNL, Reliance, Vodafone, Aircel, Uninor andTata DoCoMo. On
28 March 2011, first time Idea launched 3G services in Gujarat, Madhya Pradeshand,
Himachal Pradesh. The launch cities were Ahmedabad, Shimla and Indore.
It also offers GPRS services in urban zones. On 23 November 2011, Idea build up its
customer base after the start of MNP in India. Currently Idea Cellular launches 4G LTE
services in 75 towns in South India.
Vision Mission and Values
Vision
To be a premium global company, with a clear focus on each of the businesses.
Mission
To deliver greater value to customers, employees, shareholders and society at large.
Values
 Integrity: Taking fair and honest decisions. Make and follow the top standards of
professionalism and being known for doing so. Integrity for company does not only means
intellectual and financial integrity, but includes all other forms as are generally understood.

25
 Commitment: Commitment of the company means deliver value and importance to all
stakeholders. In the process, being responsible for companies own actions and decisions.
 Passion: An intuitive and active passion that comes from emotional commitment with the
company that makes work pleasant and inspires each one to give his/her best.
 Seamlessness: Thinking and working together across operative groups, hierarchies,
businesses, and geographies.
 Speed: Reaction to internal and external customers with a sense of urgency. Continuously
motivated to finish before target and choosing the best rhythm to optimise companies’
efficiencies.
Products:
Supermarket More.
More super markets conveniently located in rural and urban areas. More Supermarket serves
to the daily, weekly and monthly shopping needs of consumers. The product offerings
include a wide range of
 Fresh fruits
 Vegetables
 Groceries
 Personal care
 General merchandise
 Basic range of apparels
 Home care
Hypermarket More.
More Promises a world-class pleasurable shopping experience to Indian consumers in their
very own neighbourhood. For the entire family Hypermarket More is a one-stop shopping
destination. It has large number of products like

26
 Fruits & vegetables
 Groceries
 FMCG products
 General merchandise
 Apparels
 CDIT
Area of operation
more ― Conveniently located in neighborhoods. At present, there are 540 supermarkets
across the country. And 16 hypermarkets work under the brand more.MEGASTORE in
Mysore, Vadodara, Indore, Mahadevpura, Old Madras Road & Bull Temple Road in
Bengaluru, Mumbai, Saroor Nagar & Kukatpally in Hyderabad, Vashi, Rohini&Kirti Nagar
in New Delhi & Nashik.
Strong Supply Chain
For every effective retail organization strong supply chain is required. The main duty of
Supply chain is to collect the goods, sort and arranged the goods in manner. The supply chain
is also liable for bringing back unsold, returnable goods and sends it back to the supplier or
manufacturer. A Supply chain support network comprises the following...
 Private delivery vehicle
 People
 Private or leased warehouses
 Good racking arrangements

27
COMPETITOR'S INFORMATION
 Big bazaar
 Nilgiris
 Reliance fresh
 Spar
 Easy day
Huge Bazaar Pvt., Ltd works a hypermarket that offers fashion and general merchandise for
example, home furnishings, electronics, crockery, cutlery, footwear, sports goods, toys, men's
and women's apparel, accessories such as watches, sunglasses, luggage, and handbags,
vegetables, fruits, and stationary products. The organization have their store everywhere
throughout the country and it offers its items through its retail store. Big Bazaar Pvt., Ltd was
begun in 2001 head office is in Mumbai, India. The company functions as a subsidiary of
Future Retail Limited.

28
Nilgiris is one of the greatest super market chain in South Inda. It is additionally one of the
most popular and prominent supermarket chains in India. It started in year 1905. All products
of Nilgirisare sold under the brand name of "Nilgiris 1905". It is like general stores and staple
shops in India, which offers its own item and additionally branded product.
This super market began from Muthusamy Mudaliar. He was from Erode region in Tamil
Nadu, he was filling in as a mail runner for the British decision in India. In the year 1905he
opened a little shop, then he began "The Nilgiri Dairy Farm Ltd." In 1936, he moved his shop
to Brigade Road, Bangalore. The Nilgiri Dairy Farm Ltd. specializes in dairy, dairy products,
chocolate and bakery. Later the production center was setup in Erod. The produce was
supplied to Bangalore once a day from Erode
The organization was begun in 1905 and it additionally has its own particular products line
include dairy products, chocolates, baked goods, and staples. In the year 2014, Future
Consumer Enterprises Ltd. Buys the shares of the organization coming about that now
Nilgiris is a completely claimed by Future Consumer Enterprises Ltd, which is a Future
Group Company.
Reliance Fresh is the part of the retail business of Reliance Industries of India. The company
is headed by Mukesh Ambani. Reliance Fresh is the convenience store. Reliance wanting to
put resources into excess of 250 billion in the following four years in their retail division.
Reliance Fresh as of now has around 1700 store outlets the country over. These stores sell
vegetables, fresh fruits staples, fresh juice, groceries, bars and dairy products.
Reliance Fresh store have typically approximate of 2500–4000 sq ft and caters to a catchment
area of 2–3 km

29
Reliance Fresh faced dramatic change in its positioning and mainly due to the situation
established in West Bengal, UP, and Orissa, it also mentioned recently in newspapers that
Reliance Retail is moving out of stocking vegetables and fruits.
In a portion of the states the organization may not stock vegetables and natural product.
However Reliance Fresh is not selling the fruit and vegetable altogether, company has
decided not to compete with local vendors. Because of political perspectives, and somewhat
because of its inability to make a solid production network.
Spar, is one of the major retail organization. It is trademarked as SPAR, SPAR a Dutch
multinational retail chain which has an overall establishment with around 12,000 stores in
40+countries. It was established in the Netherlands in long in 1932. Through its affiliate
company spar operates in most of the European countries, Asia, parts of Africa and Oceania.
SWOT ANALYSIS
STRENGTH:
 Huge network of retail.
 Assures consumers the best quality products at the best market price.
 Strong backing of the Aditya Birla Group.
 ABRL is regional shopping Centre offering wide range of products.
 Operates in so many cities with over 500+ outlets make it a strong brand.
 Over 40,000 employees are part of this group.
 Good footfalls.
 Clubmore program have more than 14 million members.

30
-
 High maintenance charges for store.
 New entrant to market
 Not much promotional activities.
 Employees do not have a long term associate with firm.
-
 Brand can more focus into food category as consumers spend a lot on this category.
 Brand consciousness among the customer.
 Can focus on cosmetics.
 Global extension could help brand to extend worldwide.
 Focus on e-retailing.
-
 FDI in retail section could force to get better existing performance standards.
 Tough competition from worldwide company and unorganised sectors.
 Consumers have a lots of choices to buy anything so maintaining top of mind brand
recall is must for company.
 Price competition.
FUTURE GROWTH AND PROSPECTS
The stores are spreader across the nation. The more. stores have been started after detail
research to understand the necessities and desires of the Indian customers More stores
guarantees customers to give best quality items at the best market cost. More. Additionally

31
has its own particular image across value, premium and select ranges. The products are good
in quality and are available in attractive packaging. Aditya Birla Retail is building direct
linkages with farmers to make sure the freshest supply of fruits and vegetables to consumers.
It is also investing in infrastructure to develop a healthy supply chain. The more. Stores are
located conveniently and allow ease of navigation. Aditya Birla Retail Ltd. Currently it has
540 supermarkets and sixteen hypermarkets across the country. It plans to increase it to 1,300
supermarkets and 65 hypermarkets respectively by 2016. To fund this extension, ABRL has
borrowed Rs 500 crore from Yes bank. Besides this, it has decided to increase its borrowing
limit to Rs 7,500 crore from Rs 5,000 crore.

32
CHAPTER 3
THEORATICAL
BACKGROUND OF
THE STUDY

32
Customer perception:
Customer perception is defined as total feeling of the relative inferiority/superiority of a firm
and its goods and services (Bitner&Hubbert, 1994). The perception may influence by various
factors such as facilities, employee’s performance, price of products and quality of service
offered among other, and remaining because increase in levels of education, and
technological developments. Organizations have to concentrate and take effort to know these
perceptions. Customer perceived value is argued to be an essential requirement for the
success, profit, long-term survival and competitive advantage of firms.
A promoting idea that expresses a shopper's impression, consciousness and awareness about
an organization or its offerings is customer perception. The study of Customer perception will
helpful in marketing and promotion. Just same how human perceive sensory stimuli by their
5 senses, customer perception related to how individual form view about firm and the
products they offer by purchase they make. Vendor applies customer perception theory to
check how their customers perceive them. They also utilize this for expansion and create
advertising and advancement systems for hold current customers and attract new ones.
The creation and identification of customer value is very essential requirement for the
success, long-term existence & competitive benefit of firms (Payne and Frow, 2004). One of
the finest mean to improve the level of services is to know the consumer perception.
Shoppers select a store as indicated by their need and necessity and observation. It is the duty
of the vendor to know the perception and behaviour of consumer in order to create interest on
customer and satisfy their needs and wants.

33
Customer satisfaction:
Customer satisfaction is a well-known and familiar concept in some areas like consumer
research, marketing, welfare-economics, economic psychology, and economics. The shared
understandings get from various from different authors imitate the opinion that satisfaction is
a feeling gets from the evaluating what was expected against what has been received,
including the purchase decision itself and the wants and needs connected with the purchase.
However, satisfaction is the customers‟ valuation of a goods or service to understand the
product or service has met their needs and expectations (Bitner & Zeithaml, 2003).
In marketing area the term Customer satisfaction is commonly used. Customer satisfaction is
“the quantity of customers or rate of aggregate customers, whose reported involvement with a
firm, its products, or its services beat determined fulfilment objectives". Customer
satisfaction is very important in services. From the most recent decade, many firms have
understood that knowing customer needs and addressing their needs is likely the most
essential to achieve competitive advantage. How to satisfy consumers is most important in
developing countries such as India.
To acquire achievement the organisations need to end up customer orientated, with related
strategies and actions for focusing the business around customer satisfaction. If customers are
satisfied with the firm and product and service provided to them, then it is easier for that
organisation to hold their customers and get the advantage of repeat and continues purchases.
Variation in Indian customer demographic variables and ways of life could also contribute in
the changing consumer perception and satisfaction. In India the dramatic increase in
population, increasing expectations, improvement of education, and development of the
nation's rural areas may play a vital role in the current Indian consumer shopping behaviour
and pattern. Indian customer’s personal clothing, saving, grooming, leisure habits,
investment, transport, communication facilities, travelling and tourism habits are also
changed.

34
Retail:
"Retail" is the French word which gives a meaning of “divide”. Moreover it is “sales in small
quantities”. Retail is the course of selling of goods and/or services to customers to make
profit. There is a person between producer and consumer and he is called as middleman.
Also, retailer is last broker who connects the manufacturer and the final consumers. Demands
are created by various promotional plans, target markets and, satisfying consumers' needs and
wants through a proper supply chain.
Retail is the selling of goods to end user, for the use of consumption, not for resale by the
buyer. The retail process comes at the end of the supply chain. Manufacturer sell large
amount of products to retailer, and retailers sell minute quantities of those products to
customers. Customer will buy products to satisfy their needs. They eat food, wear clothes and
use transport to move from one point to another point on a daily basis. When customer buys
these every day necessity they deal with retailers.
Retailing is steps or set of exercises which are utilized to offer goods or a service to
customers for their own as well as family use. It consists of all those steps and activities
which helps in selling goods straight to final consumer. Businesses which sell goods and
services to customers comes under the bracket of retailing.
Types by Products
Retail is generally categorized by type of products as follows:
 Food products — used for daily usage, normally need facility of cold storage.
 Hard goods or durable: electronics, automobiles, furniture, appliances, sporting goods
etc., and parts for them. These goods are durable and provide values over time.
 Consumables or soft goods: cosmetics, clothing, or footwear, medicines and stationery.
Goods can be used for one or more time and have a limited period in which you may use
them.
 Arts —Bookstores, Musical instruments, Contemporary art galleries, Handicrafts, Gift
shops, and supplies for them.

35
Types of marketing strategy
Types of retailers based on marketing strategy are as follows:
Department store
They are the types of retailers that contain a different assortment and deep variety of products
& also provide some customer services. These outlets are organized into various departments
showing merchandise. Such stores convey diverse classifications and give extensive variety
of merchandise at sensible cost. They offer significant customer service. Department store
chains are very diverse. Department stores convey nearly reasonable products and compete
closely with discount stores.
Discount store
Discount stores with less feature and offer special discount. Such stores offer a wide
collection of goods and services and they generally focus on price. They offer wide
assortments of stock at sensible and cut-rate prices. It conveys the image of low cost, high
volume stores, which sells wide merchandise assortment for less than conventional prices.
Warehouse store
The buyers who wish for low price and they are prepared to surrender the service needs, these
stores are made for them. There will be an enrollment charges in participation clubs or
warehouse club. These retailers’ offers less variety of goods and service in food &
merchandise to consumer.
Variety store
Variety stores provide extremely low-cost goods, with constrained choice. Operational
expense is low in this kind of retailing.

36
Demographic
Demographic retail is for particular section. These retailers are mainly concentrate at one
particular segment.
Mom-And-Pop
This type of outlets are owned and managed by an individual or family. These are small retail
outlet and have small assortment of products.
Specialty store
Specialty stores offer a very less number of goods and services. The reason for calling them
specialty store is they keep one type of product. A specialty store has a slight marketing
focus, they are either focusing on specific goods, such as shoes, toys, or clothing, or on a
target customer, such as tourists, children, or plus-size women. Size of store also varies. Such
stores, regardless of size, have a tendency to have a bigger depth of the specialist stock than
other general stores, and generally provide specialist product knowledge valued by the
customer. When customers are comes to store generally pricing is not the prime concern;
factors such as choice of selection, brand image, and assistance in purchasing are seen as
essential. They are completely different from supermarket and department stores which sells
a wide variety of products.
Boutique
Concept stores or Boutique are almost same to specialty stores. Boutiques are very small in
size, and only keep one brand stock. Sometimes these stores are run by the brand & also
controlled by the brand.
General store
These are the store that supplies the basic requirements for the local community. They mainly
keep groceries and food items which required in day by day requirements.

37
Convenience store
A convenience store gives great assortment and collections at a convenient place in a 2000 to
3000 square foot store with easy check-out. It keeps up the merchandise at more than normal
costs. They are the modern version of the neighborhood mom and pop stores. This store is
perfect for emergency and instant purchase, stocking every day permit customers to make
buy quickly, without looking at big stores and no need to wait in a long checkout line. Over
half the items bought are consumed immediately after the purchase. These stores only
provide a limited range and variety, and there will be higher charge compare to other
supermarkets. Milk, eggs, bread chocolate etc. represented the majority of their sales.
Conventional stores
Conventional stores are essentially large department stores that specialize in food. These
stores are generally carrying groceries, meat and produce products. A conventional food
stores carries very little general merchandise. Shoppers at conventional stores generally
prepare a list of items needed for their households.
Hypermarkets
Hypermarket is a combining format of supermarket and departmental store. Hypermarkets
have a broad range of merchandises under one roof. It includes full basic groceries lines and
general stock. It also sells variety and large amount of exclusive merchandise at low margins.
Comparing to other formats of retailing the operating cost is reasonably less.
Supermarket
A supermarket is store containing mostly grocery and limited products on nonfood items.
Supermarkets have a grocery store format. They are the self-administration store offering a
broad assortment of food and home products, organized in to sections. The stores are large in
size and have a more extensive collection than other traditional grocery store. They
additionally offer items typically finds at convenience store. The stores can be anyplace
somewhere around 25,000 and 40,000 sq ft.

38
Mall
Malls are getting popular in this period. A shopping mall has many number of retail shops at
single place. They include the products like cosmetics, clothing, footwear, food and
entertainment under one roof. Malls contribute 7% to the retail revenue in India.
"Category killer" or specialist
They give wide assortment in a single category for at lessen costs.. A category killer retailer
can "kill" that category for other stores. They offer less categories, just like electronics, the
items are displayed at the centre of the shop and sales person will certainly be available to
deal with customer queries and give ideas when required. Other retail format stores are
compelled to minimize the prices if perhaps a category consultant full store is present in the
vicinity.
E-tailer
E-tailer is often referred to internet retailing, web retailing, and online retailing. In this retail
classification the retailer and buyer communicate with each other in atypically non personal
way via some type of electronic, interactive system generally a mobile or computer facilitated
by the internet. Through the web customer can order and purchase and product is delivered at
the customer's doorstep. Customers can pay online or cash on delivery for the product. The
product customer is directly from a wholesaler or the manufacturer. This format is best for
consumers who would prefer not to go to retail locations and are intrested with home
shopping.
Vending machine
Vending machines represent an added class of retail establishments. Essentially it is non store
retailing. In this consumer obtains merchandise through a machine on its own takes care of
the complete transaction, from taking the money to providing the product. It is automatic
equipment wherein consumers can drop the cash in the machine and get the items

39
SERVQUAL model:
In India, Service quality is a recent significant issue in the marketing thought. It helps to
manage competitive position and earn profit and market share. The ability of retailer to
continue and survive in the market depends on the ability to respond the desires of change in
customers mind. Service quality plays a major part in consumer satisfaction. Current
advertising dependably encourage an advertiser to assess consumer satisfaction, which helps
to improve the market share. In retail industry various parameters are available to calculate
the satisfaction of customer towards the product, but in the case of service industry only
volume of service derives the level of satisfaction.
Retailer is an interface between producer & consumer, who insures the easy flow of goods to
the customer. The time has gone when customers were moving only to the shops nearby to
their residence; the rapid modernization of Indian society has increased the share of
organized retail in total retail industry. The growing speed of this sector has enhanced the
neck to neck competition between the retail players so to maintain & improve the market
share they are trying to keep customer satisfied & happier. A customer are satisfied only
when his/her expectations will be met.
Due to distinctive characteristics of services, such as intangibility, inseparability, and
heterogeneity service quality cannot be measured in an objective manner, like goods quality.
Rather, it is measured as the step and direction of discrepancy between customers’
perceptions and expectations. SERVQUAL can help the retailing companies in measuring the
expectations of consumers and perception of Service Quality.
It can focus on the core areas where retailers need to take attention and move to enhance
Service Quality. SERVQUAL was at first assessed on ten aspects of service quality i.e.
reliability, responsiveness, courtesy, access, competence, credibility, communication,
knowing the customer, security, and tangibles. Be that as it may, later in 1990s, the authors
has advanced the model to five factors which is popularly known as RATER:

40
RATER model allows customer service experiences to be understood and measured
quantitatively and has been utilized generally by service delivery organizations. Parasuraman
et al. (1988) devised the scale for measuring service quality on the basis of five dimensions as
follows.
1. Reliability
2. Assurance
3. Tangibles
4. Empathy
5. Responsiveness
1. Reliability: out of all the 5 dimensions, reliability has been always shown to be the most
significant determinant of perceptions of service quality. This dimension is concerned with
the store’s ability to perform the service reliably and accurately. In short the organisation
delivers on its promises such as service terms, promises about delivery, pricing and problem
resolution. Consumers wish to do business with organisations that keep their promises.
2. Assurance: This dimension includes Employees’ knowledge, manners, courtesy and their
ability to motivate customer. Employees have to inspire confidence and trust in the minds of
the customers.
3. Tangibles: This aspect id about the look of the physical facilities available at retail stores or
outlet. Tangibles are defined as the presence of physical facilities, communication materials,
appearance of personnel, and equipment. They provide physical representatives or images of
the service that customer particularly new customers will use to evaluate quality.

41
4. Empathy: This measurement is connected with Caring, kind and individual consideration
given to purchasers or giving simple of access, and understanding the customers’
requirements. Empathy is the blend of items designed originally to assess, access,
Communication. The aspect of empathy is carry personalised or customised service, that
customers are exclusive and special.
5. Responsiveness: This measurement is associated with the employees’ will to help their
consumers and give fast services. This dimension promptness and attentiveness in dealing
with customer questions, request, problems and complains. Assurance is the blend of items
planned originally to measure Competence Courtesy. In service contexts the organisations
seek to retention of the customers, build trust, and loyalty between key contact people and
individual customers.

42
CHAPTER 4
DATA ANALYSIS
AND
INTERPRETATION

42
ANALYSIS OF THE DEMOGRAPHIC VARIABLES
4.1 GENDER
Table no. 4.1: Table showing respondents based on gender.
Chart no. 4.1: showing respondent’s based on gender.
INTERPRETATION:
From the above diagram it is clear that47% respondents were male and remaining 53%
respondents were female in total respondents of 240. So here we can infer that the customer
profile of more consist of male and female in equal ratio.
112
128 Male
Female
PARTICULARS FREQUENCY PERCENTAGE
MALE 112 47
FEMALE 128 53
TOTAL 240 100

43
4.2 AGE GROUP
Table no. 4.2: Showing classification of respondents based on their age group.
15-25 74 31
26-35 99 41
36-45 46 19
above46 21 9
TOTAL 240 100
Chart no. 4.2: showing age group of respondents.
INTERPRETATION:
Regarding age wise classification it is clear that respondents belonging to the age group of 15
to 25 years were 31% which states that a good number of students and young people shops at
more. Respondent belonging to age group of 26 to 35 and 36 to 45 have 41% and 19%
respondents respectively. This tells the customers who shop at this store are middle age
people such as working women’s, housewives, and professionals as it is stores target group.
Those with above 46 year are very less in number which accounts for just 9% of the total
respondent.
74
99
46
21
15-25
26-35
36-45
above46

44
4.3 OCCUPATION
Table no. 4.3: showing occupation classification of respondents.
Student 53 22
Business 40 17
working/professional 77 32
other 70 29
Total 240 100
Chart no. 4.3: showing occupation of the respondents.
INTERPRETATION:
The above table show that out of 240 respondents 22% respondents were students, this states
that good number of students shops at more store. 32% respondents belongs to Working/
professionals i.e. more and more salary class people attracted towards more. Others like
house maker etc. are very good in number 29% respondents. Even business group is also
attracted towards this store because 17% respondents are in business group. It can be noticed
that more store is successful in attracting people from different professions.
0
10
20
30
40
50
60
70
80
90
Student Business working/professional other
No. of Res

45
4.4 EDUCATIONAL QUALIFICATION:
Table no. 4.4: table showing education qualification of respondents:
SSLC 10 4
PUC 64 27
UG 113 47
PG 53 22
Total 240 100
Chart no.4.4: showing education qualification of respondents.
INTERPRETATION:
The table states that the respondents in the study have more under graduates with 113(47%)
respondents, and 53(22%) post-graduates. This tells more education qualified customer shop
at more and there are less respondents who are under UG studies that are PUC has 64(27%)
and only 4% had a qualification of SSLC. Thus majority portion of respondents were well
educated.
0
20
40
60
80
100
120
SSLC PUC UG PG
No. of Res

46
4.5 INCOME
Table no. 4.5 showing income per year of respondents.
below 1 lakh 63 26
1lakh-2lakh 96 40
2lakh-3lakh 52 22
above 3lakh 29 12
Total 240 100
Chart no. 4.5: showing income per year of respondents.
INTERPRETATION:
The table states that out of 240 respondents 26% respondents has income level below 1 lakh,
40% respondents belong to income group of 1 lakh to 2 lakh, 22% respondents have income
between 2 lakh to 3 lakh and 12% respondents have above 3 lakh income. So it gives a clear
picture that most of the respondents are belong to lower and middle class.
0 5 10 15 20 25 30 35 40 45
belove 1 lakh
1lakh-2lakh
2lakh-3lakh
above 3lakh
Percentage

47
4.6. FREQUENCY OF SHOPPING AT MORE STORE.
Table no. 4.6: table showing respondents shopping frequency at more store.
Daily 44 18
Once in a week 109 45
Every fortnight 59 25
Once in a month 28 12
Total 240 100
Chart no. 4.6: showing respondents shopping frequency at more store.
INTERPRETATION:
The above chart shows that out of 240 respondent’s 18% respondents shop every day at more,
they might purchase milk, vegetables which are required for day to day use. 45% respondents
go for shop every week, 25% respondents go for shopping every fortnight and 12%
respondents shop only once in a month. So there is a high frequency of respondents who are
very regular customers of more.
0 10 20 30 40 50
Daily
Once in a week
Every fortnight
Once in a month
Percentage

48
4.7 DEPARTMENT SHOPPED AT MORE STORE.
Table no. 4.7: table showing particular department shopped by respondents.
Groceries 45 19
Food items 88 36
Soft drinks 26 11
veg/fruits 69 29
Other 12 5
Total 240 100
Chart no. 4.8: showing particular department shopped by respondents.
INTERPRETATION:
The above chart shows the frequency of respondents shopping at more. Out of 240
respondent’s 19% respondents purchase groceries, 36% respondents buy food items, 11%
respondents purchase soft drinks, ice creams etc, 29% respondents buy vegetables and fresh
fruits, 5% of respondent buy others items like cigarette, face creams etc. So the products
purchased by the customers are divided among the different departments. They are not
concentrated on one department.
0
5
10
15
20
25
30
35
40
Groceries Food items Soft drinks veg/fruits Other
Percentage

49
4.8 REASON FOR PURCHASING AT MORE STORES.
Table no. 4.8: table showing reason for purchasing at more.
High quality 30 12
Low price 53 22
Good variety 79 33
Convenient 78 33
Total 240 100
Chart no. 4.8: showing reason for purchasing at more.
INTERPRTATION:
The graph states that out of 240 respondents, 12% respondents purchasing at more because of
high quality of product availability, 22% respondents because of low price, 33% respondents
because of good variety and 33% respondents said it is convenient to them. So more number
of respondent purchase at more store because for good variety of product availability, low
price, discount and it is convenient for them because of location and other factors.
12
22
33
33 High quality
Low price
Good variety
Covenient

50
Analysis of the five dimensions of service quality.
ANALYSIS OF TANGIBILITY COMPONENT.
4.9 Table showing analysis of tangibility component.
TANGIBILITY STATEMENT MEAN PERCENTILE GAP
The MORE store’s atmosphere and decor are appealing. 5.038 71.97 1.962
The merchandise displays in the store is attractive. 4.883 69.76 2.117
MORE stores are kept very clean. 5.079 72.56 1.921
MORE stores layout- ease of finding what you want. 4.946 70.66 2.054
The employees of MORE stores are well dressed clean and
appear neat. 4.958 70.83 2.042
Average 4.981 71.15 2.019
4.9 Chart showing the percentile value of tangibility component
68
68.5
69
69.5
70
70.5
71
71.5
72
72.5
73
Statement 1 Statement 2 Statement 3 Statement 4 Statement 5

51
INTERPRETATION:
 Analysis of first statement of tangibility component shows that high number of
respondents are attracted towards more stores physical facilities. With a percentile mean
score of 71.97%(mean=5.308) it means that more than 70% of respondent out of 240
respondents are satisfied with this statement, and with 1.962gap score, it states that there is
still scope for improvement in decor and store’s atmosphere.
 Analysis of second statement gives clear picture that way of displaying the merchandise in
the store is attractive The respondent reply gives a percentile mean score of 69.76%
(mean=4.883) which is quite satisfactory. Having gap score of 2.11 it tells more store still
have to improve their display and presentation style.
 Analysis of third statement states that out of 240 respondents more number of respondents
is happy and satisfied with way more store is kept. This can be easily stated by seeing to
the percentile mean score of 72.56% (mean=5.07) and gap score of 1.92 out of 7 states that
there is still scope for improvement.
 Analysis of fourth statement shows the percentile score of 70.66 %( mean=4.946) which
states that high number of respondents are satisfied with store layout and design and they
are comfortable to move around and access needed product. Gap score (2.04) also states
that the layout should be improved to the extent that will satisfy its entire customer.
 Analysis of fifth statement, states that out of 240 respondents more number of respondents
is happy and satisfied with way more store employees appear and dress up. This can be
easily stated by seeing to the percentile mean score of 70.83%(mean=4.95) and gap score
of 2.04 out of 7 states that the more staff can still improve their appearance and dressing
style.

52
Overall analysis of the “tangibility” component reveals that Overall percentiles mean score of
71.15% gives a good satisfaction level to the customers of more store. In all the statement the
second statement i.e. about the attractiveness of merchandise display, it has the highest gap
(2.117), which has to be covered for better satisfaction. Overall percentile score 71.15% tells
that still there is a scope of 28.85% gap to be closed by more stores. By this we can conclude
that even though there is still scope of improvement but overall customers are very happy
with the tangibility component.

53
ANALYSIS OF RELAIBLITY COMPONENT.
4.10 Table showing analysis of reliability component
RELIABILITY STATEMENT MEAN PERCENTILE GAP
MORE stores always have what you want in stock. 4.908 70.11 2.092
MORE retail store perform the service right at the first time 5 71.43 2
When a customer has a problem, MORE retail store try and
show actual interest in solving it. 5.208 74.40 1.792
Average 5.039 71.98 1.961
4.10 Chart showing the percentile value of reliability component.
67 68 69 70 71 72 73 74 75
Statement 1
Statement 2
Statement 3

54
INTERPRETATION:
 Analysis of first statement reveals that the customers are satisfied to the extent of
70.11% percentile (mean = 4.90). It states that for some extent customers agree for the
statement that they will get the stock what they want. But still there is a gap of2.09
which could be improved.
 Analysis of second statement of reliability component has a percentile mean score of
71.43 % (mean=5) and has a good reply from respondents stating that more store
provides right service to the customers. This statement has a gap score of 2, so still
more improvement can be done to keep the promises by more stores.
 Analysis of third statement tells that problems of customers are solved with sincere
interest to the extent of 74.40% percentile which is good when compared to other
statements, (mean=5.20). 1.80 gap score shows the solving the problem of customer
has to improve to reach the best.
Overall analysis of reliability component states that overall percentile value 71.98% gives a
good satisfaction rate. In all the above statement the first statement has more gap score (2.09)
tells that customers are not much happy with the stock availability. It was observed that third
statement has a highest satisfaction level with percentile value of 74.40% which states that
sincerely customer’s problems were solved by the employees at more. Overall gap score 1.96
tells the gap can be improved.

55
ANALYSIS OF ASSURANCE COMPONENT.
4.11 Table showing analysis of assurance component
ASSURANCE STATEMENT MEAN PERCENTILE GAP
Employees in the MORE store have the knowledge to answer
customers' questions. 5.063 72.329 1.937
The behavior of employees in MORE retail store instils
confidence in customers. 5.042 72.029 1.958
Average 5.053 72.179 1.9475
4.11 Chart showing the percentile value of assurance component.
Series1
71.85
71.9
71.95
72
72.05
72.1
72.15
72.2
72.25
72.3
72.35
Statement 1
Statement 2
Statement 3

56
INTERPRETATION:
 Analysis of the first statement gives a percentile value 72.32% tells that more number
of customers perceives that the employees of more store has the knowledge to answer
the customer’s question. Gap score of 1.93 tells there is still gap to reach the
satisfaction level when compared to customer expectation.
 Analysis of second statement shows a percentile value of 72.02% which tells that the
customers are instilled with confidence by more employees to a greater extent with a
percentile mean of 72.02%. The gap score (1.95) tells that there are customer who do
not get confidence because of employees behaviour. So the gap has to be improved so
that all customers feel confident while shopping at more.
Overall analysis of assurance component states that the more store gives high level of
assurance to its customer. From the above first statement has a highest mean score of 5.063
which states that employees have a knowledge about the company’s product. But the overall
gap score of 1.94 tells that still there are customers who feel less assured while shopping at
more store. The gap tells how much to improve so that all customers are satisfied.

57
ANALYSIS OF EMPATHY COMPONENT.
4.12 Table showing analysis of empathy component
EMPATHY STATEMENT MEAN PERCENTILE GAP
MORE retail store employees understand my specific needs. 4.963 70.90 2.037
The MORE retail store employees are polite 4.908 70.11 2.092
MORE employees are never too busy to respond to customers. 5.088 72.68 1.912
MORE stores gives customers individual attention. 4.925 70.35 2.075
The MORE retail store employees are very friendly 4.929 70.41 2.071
Average 4.963 70.80 2.0374
4.12 Chart showing the percentile value of Empathy component.
68.5
69
69.5
70
70.5
71
71.5
72
72.5
73
Statement 1 Statement 2 Statement 3 Statement 4 Statement 5

58
 Analysis of first statement of empathy component reveals that the customers are satisfied y
the personalised attention shown towards them by understanding their personal needs with a
percentile score of 70.90% (mean=4.96). There is a gap of 2.037 which can be covered.
 Analysis of second statement gives a percentile value 70.11 % (mean=4.90) tells that more
number of customers are satisfied with this statement, telling that the employees of more
store are polite towards customer and gap score (2.09) tells the gap to be covered so that all
customers are satisfied.
 Analysis of third statement shows 72.68% (mean=5.08) percentile value states more
employees are never too busy to respond to customers. Majority of customers state that they
are satisfied by the employee’s behaviour.
 Analysis of fourth statement, reveals that there are more than 70% of customers who tell that
the customers get individual attention from more employees which is revealed by the
percentile value 70.35(mean=4.92).
 Analysis of fifth statement shows percentile value 70.41% (mean=4.92) tells that more
number of customers are satisfied with this statement, telling that the employees of more
store are friendly towards customer. And gap score (2.07) tells the gap to be covered so that
all customers are satisfied.
Overall analysis of empathy statement reveals that most of the customers are satisfied with
this component, which tells firm has been able to impart excellent training which is visible in
the behaviour of the employees. In all the above statement second statement has more gap
score (2.09), this tells that some customers feel that more employees are less polite towards
customers and the gap has to be covered. Overall gap is 2.03 which state more store has a gap
to cover empathy component so that it will satisfy those customers who are currently not
happy.

59
ANALYSIS OF RESPONSIVENESS COMPONENT.
4.13 Table showing analysis of responsiveness component
RESPONSIVENESS STATEMENT MEAN PERCENTILE GAP
You do not wait for a long time at billing section 4.954 70.77 2.046
MORE stores are conveniently located 4.992 71.31 2.008
MORE store operating hours are convenient for my shopping
needs. 4.988 71.26 2.012
Average 4.978 71.11 2.022
4.13 Chart showing the percentile value of responsiveness component.
70.5
70.6
70.7
70.8
70.9
71
71.1
71.2
71.3
71.4
Statement 1 Statement 2 Statement 3
Series1

60
Interpretation
 Analysis first statement of responsiveness component tells that customer do not wait
for a long time for billing and has a percentile score is 70.77% (mean= 4.95). And
29.33% of respondent tell that they wait in queue for billing. There is a gap of 2.046
which can be covered by adding some more billing counters in the store.
 Analysis of second statement states that high number of respondent satisfied with
store location with percentile value of 70.77%. And it has a gap score (2.008) which
states that some of the customers are not so happy with the location.
 Analysis of third statement with percentile value of 71.26% (mean= 2.012) says that
high number of respondent are happy with operating hour of more store. And has gap
score (2.01) which states that some customers were dissatisfied with operating hour.
Overall analysis of this statement reveals that responsive component has more customers who
say they are satisfied with more stores with a percentile score of 71.11 (mean=4.97). From
above all the statement location of the store has given the highest satisfaction to the
customers. Overall more store have to close the gap (2.022) of responsiveness by satisfying
the customers, and hence reduce the gap.

61
OVERALL ANALYSIS OF 5 DIMENSIONS OF SERVICE QUALITY
4.14 Table showing overall analysis of 5 dimensions of service quality
PARTICULARS MEAN SCORE GAP SCORE PERCENTILE
TANGIBILITY 5.03 1.96 71.98
RELIABILITY 5.03 1.96 71.98
ASSURANCE 5.05 1.94 72.19
EMPATHY 4.96 2.03 70.80
RESPONSIVENESS 4.97 2.02 71.11
Chart no. 4.14 showing mean value and requirement of improvement
The overall analysis of all 5 dimensions of service quality revealed that the assurance of more
store has more satisfaction than other dimensions and even reliability also gave more
satisfaction to customers. The empathy shows a gap score of 2.03 which is high from all other
component which tells more concentration should be given, so that gap can be covered.
Overall the service quality gives good satisfaction to all more customers.
0 1 2 3 4 5 6 7
TANGIBILITY
RELIABILITY
ASSUANCE
EMPATHY
RESPONSIVENESS
5.03
5.03
5.05
4.96
4.97
1.96
1.96
1.94
2.03
2.02
MEAN SCORE GAP

62
To have better understanding further statistical tools were used and hypothesis was tested.
TESTING OF HYPOTHESIS:
H01 = Tangibility does not have an affect on customer perception.
H02 = Reliability does not have an affect on customer perception.
H03 = Assurance does not have an affect on customer perception.
H04 = Empathy does not have an affect on customer perception.
H05 = Responsiveness does not have an affect on customer perception.
By analysing the P value, it can be understood that all the 5 null hypothesis has been rejected
(P value= 0.00). By studying the regression statistics it can be observed that empathy has
high significance with Multiple R= 0.80, then comes responsiveness with Multiple R= 0.74,
and then tangibility with Multiple R= 0.58 and reliability with the Multiple R of 0.52 and last
assurance with a Multiple R of 0.38. From this we can come to know that from the 5
components of service quality empathy and responsiveness has the highest impact than other.
H1 = Tangibility has a significant impact on customer perception.
4.15 Table showing regression analysis of H1 hypothesis.
Regression Statistics
Multiple R 0.581716
R Square 0.338393
Adjusted R Square 0.335613
Standard Error 1.545099
Observations 240

63
4.16 Table showing Anova test of H1 hypothesis.
ANOVA
df SS MS F P value
Regression 1 290.610718 290.6107 121.7303 0.00
Residual 239 568.1851153 2.387332 Significant
As evident to the above table the P value is, P= 0.00 hence the alternative hypothesis has
been accepted and was concluded that tangibility affects on customer perception.
H2 = Reliability has a significant impact on customer perception.
Multiple R 0.528298
R Square 0.279099
Observations 240
ANOVA
df SS MS F P value
Regression 1 84.94642 84.94642 92.14225 0.00
As shown in the table the P value is, P=0.00 hence the alternative hypothesis has been
accepted and it was concluded that reliability has an affect on customer perception.

64
H3 = Assurance has a significant impact on customer perception.
Multiple R 0.398509
R Square 0.158809
Observations 240
ANOVA
df SS MS F P value
Regression 1 48.33514 48.33514 44.93224 0.00
Residual 239 256.0247 1.075734 significant
From the above data i.e. P value is, P= 0.00 hence the alternative hypothesis has been
accepted and it was concluded that assurance has an affect on customer perception.
H4 = Empathy has a significant impact on customer perception.
Multiple R 0.804726
R Square 0.647583
Observations 240

65
ANOVA
df SS MS F P value
Regression 1 197.0983 197.0983 437.3369 0.00
As evident to the above table the P value is, P= 0.00 hence the alternative hypothesis has
been accepted and was concluded that empathy affects on customer perception.
H5 = Responsiveness has a significant impact on customer perception.
Multiple R 0.745787
R Square 0.556198
Observations 240
ANOVA
df SS MS F P value
Regression 1 169.2843 169.2843 298.2752 0.00
Residual 239 135.0755 0.567544 significant
As shown in the table the P value is, P=0.00 hence alternative hypothesis has been accepted
and it was concluded that responsiveness has a affect on customer perception.

66
Correlation:
In order to understand the better relationship, we computed the correlation of 5 dimensions of
service quality.
4.25 Table showing correlation analysis of 5 dimensions of service quality.
Tangibility Reliability Assurance Empathy Responsiveness
Tangibility 1
Reliability 0.020422 1
Assurance 0.472826 0.014379 1
Empathy 0.192733 0.366899 0.006454 1
Responsiveness 0.18141 0.309879 0.070879 0.654071 1
From the table above it is observed that Responsiveness and Empathy has a strong
relationship (0.65) on customer perception. There is a moderate association between the
Assurance and Tangibility (0.47) on level of customer perception. Remaining all other
aspects has very weak relation among them. So in the supermarket like more, Responsiveness
and Empathy has a strong correlation by which we can say that the intangible components
have more importance than the tangible ones.

67
CHAPTER 5
SUMMARY OF
FINDINGS AND
SUGGESTIONS

67
FINDINGS
The experimental study conducted on customer perception and satisfaction in more retail
store to understand the perception and satisfaction level of more store customers; with 240
respondents has found the following:
 Regarding gender wise classification of respondent it was found that the ratio of
respondents is almost same. It shows a change in shopping trend. A job which was
considered earlier as the job of women is done now a days by man also.
 Regarding age wise classification it was noticed that majority of respondents belong
to the middle age group.
 The study shows that out of 240 respondents 32% were working class or
professionals, 29% of respondents were others like housewives, drivers, made etc.
 Most of the respondent are under graduated (47%) that is near to half and 27% of
respondent studied till pre-university. Thus major portion of respondent were well
educated.
 The study revealed that 40% of respondent have income between 1 lakh and 2 lakh
and 26% of them have below 1 lakh. So the maximum customers belong to lower and
middle class.
 Majority of respondent (47%) shop once in a week at more. and 25% respondent shop
every fortnight. So the customers are very regular for the shop.
 The majority of respondent (36%) purchase food items at more store and 29%
purchase vegetables and fruits. It shows customers are not concerned for one
department.
 Out of 240 respondents 33% of them shop at more because it is convenient for them
and other 33% of them because of availability of variety of products.
 The analysis of tangibility component shows 71.15% satisfaction level of respondents
and there is a gap score of 1.96 suggests that there is scope for further improvement to
achieve a full 7.

68
 Analysing reliability component shows that 71.98% satisfaction level towards
reliability from the respondents. There is still more scope for improvement in
reliability component by which the gap of 1.96 out of 7 can be covered.
 Assurance component has satisfaction level of 72.17%. The gap score of 1.94 out of
tells the scope for improvement.
 The respondents tell that the empathy shown by more store is satisfied to the level of
70.80%. And gap score 2.03 out of 7 has to be covered to satisfy all customers to the
best.
 The responsiveness of more store gives 71.11% satisfaction level to the respondents.
 Overall the assurance of more store has more satisfaction level (72.19%) and fewer
gaps with 1.94 out of 7, this may be because the assurance statement contains the
behaviour of employees instils confidence statement which has high satisfaction
level. Apart from this tangibility component has more satisfaction level (71.98%).
 Using regression and Anova test it was found that all the 5 dimensions of service
quality has a affect on customer perception and all the null hypothesis were rejected.
 Using correlation it was observed that Responsiveness and Empathy has a strong
relationship on customer perception.

69
SUGGESTION
From the study done at more store to understand customer perception and satisfaction has
found out the above mentioned findings which gives some suggestions. More has achieved its
target customers but there are many things to be achieved. The following are some of the
suggestions.
 The product quality, packaging etc. has to be improved.
 As majority of customers are educated. Thus advertisement can be improved; it will
help in easy communication.
 Most of the customers visit more once in a week or in every fortnight. So coming up
with an offer which gives offer for those members will satisfy the customers.
 Responsiveness and processing of customers enquiry and complaints should be proper
and fast.
 The dressing of the employees can be changed so that it will be more attractive, as it
is a retail industry.
 Majority of customer look for variety of products. So more should keep different
variety in the product and enough stock.
 Provide convenient parking space for customers to use.
 Can seek the suggestions from the loyal customers so it can boost the business.
 Employees should only help the customers when required by them. This is because
every customer doesn’t like to accompany by a staff.
 More stores have a need for some more cash counters, to serve quickly without
making customer wait.
 Introducing return policy can attract more number of customers
 By improving store atmosphere and displaying system the gap of tangibility
component can be covered.

70
 By keeping enough stock, and providing service at right time can help to improve the
reliability of the store.
 Time to time training and updates should be given to the employees, so the employees
will have enough knowledge about the product at more. So that assurance can be
achieved.
 The employees of more should serve the customer with happy heart and more
enthusiastically. By this gap in empathy can be covered.
 Extending the store timing can help the store to increase its responsiveness.

71
CONCLUSION
More is one of the best retail store, which serves for the need of salaried class or medium,
low level income people. It attracts more number of customers with its products and services.
The more. Stores have begun after in detail research to understand the needs and expectations
of the Indian consumers. More. is the answer for the shopping needs of the Indian housewife
who wants a modern and convenient retail destination in her neighbourhood, with an
attractive and a consistent range of products. The study has helped to understand customer
perception and satisfaction using SERVQUAL method. The assurance of more store gave
high satisfaction than other dimensions and even reliability also gave high satisfaction to the
customers. Responsiveness and Empathy has a strong relationship on customer perception.
By understanding customers perception towards this entire component it had given more light
to the study, hence made easy to develop the future strategies. The study has shown the
customers perception and satisfaction towards more stores, which is helpful to more stores.

72
Books:
Valarie A Zeithaml - Service marketing, 4th edition, The Mc Graw hill publication
Satish K Batra- consumer behaviour, 1st edition, excel book New Delhi.
Christopher lovelock- services marketing, 5th edition, published by Pearson education.
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11(3), 13–23.
Sinha, P. K., Mathew, E., and Kansal, A. (2005). Format Choice of Food and Grocery
Retailers. Retrieved from http://www.iimahd.ernet.in/publications/data/2005-07-
04pksinha.pdf
Goyal, B. B., and Aggarwal, M. (2009). Organized Retailing in India – An Empirical Study
of Appropriate Formats and Expected Trends. Global Journal of Business Research, 3 (2),
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Choudhary, H., and Sharma, V. (2009). Empirical Study on Operational Efficiency in Retail
Stores in Chandigarh Tricity. Prabhandan: Indian Journal of Management, May-June issue,
2(3).
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Kamath, B. G. (2009). Consumers Preference of Retail Store Attributes: A Case Study of
Mangalore.Pacific Business Review. Retrieved from
http://pbr.co.in/show_edition.php?id=Octpercent20-percent20Decpercent202009
Jayawardhena, C. (2011). Effects of retail employees’ behaviours on customers’service
evaluation. International Journal of Retail & Distribution Management, 39(3), 203-217.

73
Ghosh, P., Tripathi, V., and Kumar, A. (2010). Customer expectations of store attributes: A
study of organized retail outlets in India. Journal of Retail and Leisure Property, 9, 75-87.
Chakraborty, S. (2010). A Study of Selected Discount Store Retail in Hyderabad forthe
Purpose of Identifying Factors in Regards to Shopping Motives, Store Attributes, Shopping
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Hemalatha, K. G., Ravichandran, K., and Lakshmi, J. (2010). An empirical assessment of
service quality dimensions in the Indian retail sector. Journal and Retail Management
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Verma, H., and Madan, P. (2011). Factors analysing the store attributes to identify key
components of store image. IJMMR, 2(1).
Web sites:
http://www.adityabirla.com/businesses/Profile/aditya-birla-retail-limited
https://en.wikipedia.org/wiki/More_(store)
http://www.ibef.org/industry/retail-india.aspx
https://en.wikipedia.org/wiki/Retail
https://en.wikipedia.org/wiki/Retailing_in_India
http://info.shine.com/industry/retail/7.html

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