Customer satisfaction A study with special reference to Woodland at Moradabad

Abstract:
This study analyses the satisfaction of the customer towards woodland. The research is done only
in Moradabad city. The total numbers of respondents are 50. Market survey is done with the help
of the questionnaire. Statistical analysis is done with help of MS-Excel. India produces the
maximum numbers of woodland. In the study the perception of the customers of the about
woodland product is find out such factor which influence the perception of the customers are
style, durability, how often they visit the retail store, what are their expectation with the product,
what product they usually purchase and are the satisfy with the product.
Key Words: Retail Outlet, durability & expectation.

Author: Waqar Khan

Guide Name: Vibhor Jain

TMG1402007

Designation: Faculty, Dept. of

MBA 4th sem, TMIMT, TMU.

Management Studies, TMIMT, TMU,

9756673483

Moradabad.

akashready2rock@gmail.com

Introduction:
India is the largest market for world leaders in apparel and shoe manufacturer. Today, footwear
has become a part of our life. From Kids to old ones everyone wears footwear. Footwear is the
protective wears of foot of men and women. Usually make out of leather with a stiff or thick sole
&generally reaching no higher than the ankle Customer satisfaction, a business term, is a
measure of how products and services supplied by a company meet or surpass customer
expectation. It is seen as a key performance indicator within business and is part of the four of a
Balanced Scorecard. In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has become a key element
of business strategy.
Objectives:
1. To study the satisfaction of customer in respect to Woodland products.
2. To study the various factors that influence satisfaction of customer.

Review of Literature:
Hubbard, Raymond 1978, Location related variables are given importance in analyzing both
trade areas and retail patronage behavior .The consumers are favorably inclined to revisit a store
where they have positive shopping experiences like a great range of assortments , good
environment etc. The image of the store has also great effect on the loyalty of the customers.
Store image reflects shoppers perception of a store in terms of functional and psychological
attributes.

Moore, Charles Thomas , and Joseph Barry Mason 1969, Loyalty is also influenced by
shopper related variables. Several factors such as age, income and social class of the shopper
have found to influence on customers decisions. Customers belonging to different age groups
prefer different stores. There have been researches done which suggests that the greater the
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congruence between self image and store image, the greater is the probability that the customer is
loyal.

Pathak, D.S., W.J.E .Crissy, and R.W Sweitzer 1974, Customer Image Versus the Retailers
Anticipated Image, Journal of Retailing, Vol.50).There is a direct linkage between personal
values and desired consumer benefits. This means different customers have different levels of
desired consumer benefits which vary according to their own perceived values.

Research Methodology:
Data sources

Primary and Secondary.

Data approaches

Questionnaire.

Sample size

50

Sample procedure

Convenience sampling.

Research Design

Descriptive.

Analysis:
1. Have you ever purchased Woodland products?

yes

No

2. What type of woodland product have you purchased

3. How do you come to know about Woodland?

4. How often do you buy woodland products?

5. Does woodland offers discounts and coupons with its products?

6. Rate your satisfaction level towards prices of Woodland product?

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Shoes

Wallet

T-Shirts

Jackets

31
27 28
20
12

19
14

12

10

Highly Satisfied

Satisfied

8
5

Neutral

Disagree

7. Rate your satisfaction level toward quality of Woodland product?

Shoes

Wallet

27 28
20
12

T-Shirts

Jackets

31

19
14

12

10

Highly Satisfied

Satisfied

Neutral

Disagree

8. Rate your satisfaction level toward varieties of Woodland product?

Shoes

Wallet

27 28

Jackets

31

20
12

T-Shirts

19
14

12

10

Highly Satisfied

Satisfied

Neutral

Disagree

9. Rate your satisfaction level toward stylish products of Woodland?

Shoes

Wallet

27 28
20
12

T-Shirts

Jackets

31

19
14

12

10

Highly Satisfied

Satisfied

Neutral

Disagree

10. Does Woodland provide appropriate awareness through advertisement about the
launch of new products?

11. Does Woodland uses e-commerce for promotion of its product like
ads or video on websites or social networking sites?

Findings:
All respondents said they purchased Woodland products.
20% respondents said shoes, 24% respondents said wallet, 20% respondents said T-shirt,
24% respondents said jacket and 12% respondents said other woodland product with
purchased
20% respondents said advertisement, 24% respondents said sales persons, 20%
respondents said friends, 12% respondents said exclusive showrooms and 4%
respondents said any other know about Woodland.
20% respondents said woodland product buy once a year, 28% respondents said twice a
year, 20% respondents said thrice a year product buy, 24% respondents said seasonally
product buy and 8% respondents said on special occasion buy woodland products.

 56% respondents said that woodland offers discounts and coupons with its products and
44% respondents said woodland do not offers discount and coupons.
Conclusion:
1. Most of them buys Wallet and Jacket of Woodland.
2. Most of them come to know about Woodland through sales persons.
3. Most of them buys Woodland Products Twice a Year.
4. Most of them said that Woodland offers discounts and coupons with its products.
5. Most of them are satisfied with prices of Woodland products.

Limitations:
Sample size: Due to time constraints the sample size was relatively small and would
definitely have been more representative if I had collected information from more
respondents.
Accuracy: It is difficult to know if all the respondents gave accurate information; some
respondents tend to give misleading information.
Availability: It was difficult to find respondents as they were busy in their schedule, and
collection of data was very difficult
Suggestions:
Woodland should expand its distribution networks.
Woodland should arrange campaign for the product promotion and for the product
knowledge.
Woodland must focus on Print media advertisement and TV commercial, because now
days these are the best medium for promotion of the product.

Bibliography:
Kothari C.R., Research Methodology- Methods and techniques, new age international
publishers, 2007, 2nd edition, pp. 26, 95, 111.
woodlandworldwide.com/
en.wikipedia.org/wiki/Woodland
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