A Study on Customer Satisfaction towards Departmental

Stored

Introduction of the Study

Gone are the days were the consumer went in

search of materials from shop to shop. Today, things are made available
in one shop, one place. These days, consumer buying is not mere transfer
of item from seller to buyer. Consumer wants buying to become a happy
affair. They would like to see, touch and feel the commodities that they
buy. Understanding this psychology for the consumer many organizations
have come to make purchase of happy affair
A department store is a retail establishment which specializes in
satisfying a wide range of the consumer's personal and residential durable
goods product needs; and at the same time offering the consumer a choice
multiple merchandise lines, at variable price points, in all product
categories. Department stores usually sell products including apparel,
furniture, home appliances, electronics, and additionally select other lines
of products such as paint, hardware, toiletries, cosmetics, photographic
equipment, jewellers, toys, and sporting goods. Certain department stores
are further classified as discount department stores. Discount department
stores commonly have central customer checkout areas, generally in the
front area of the store. Department stores are usually part of a retail chain
of many stores situated around a country or several countries.

Shopping In Two Ways

Years ago, shopping was a task that can only be completed through
personal visits to stores. There were only a limited number of stores to

purchase the people's wants and needs. Shoppers also used to pay for the
merchandise through cash. But today, shopping has become a complex
yet easy process for most people. Because of the rise in the number of
department stores and the various ways to shop for the things you need,
shopping has become a simpler task for everyone.
Department store shopping can now be done through personal or online
visit. Shopping personally for the items you need would require you to
visit several shops. Many prefer this type of shopping because they can
have a personal view of the items they need.

Regardless of the way people shop, they need to have access to the
various department stores nearest to their areas. And because we deem
this essential for your convenience, Department Stores Locally is
providing you access to the best shops situated in UK. Take a peek at the
smallest to largest department stores within your vicinity by browsing this
site. You will definitely have ways to contact the department stores that
can provide everything you need.

MARKETING
Marketing is more important as it relates to consumer and their needs,
whatever may be the objectives of business, the main in which it has to
concentrate will be marketing. Business today, concentrating on
marketing is found to be fairly successful though success depends on
many other factors. The purchase decision being an essence is an
important aspect of marketing. Consumers are liable for influence under
different environment.
Under these circumstances a study has been conducted to analysis the
preference of consciences towards departmental stores. Channel of

distribution is also called marketing channel or trade channel, are used to

provide consumer with a convenient means of obtaining the products and
services they desire. Thus, the route or path through which goods more
from the place of production to the place of consumption is called
channel to distribution. There are various persons or business consumer
such as middlemen consisting of wholesalers and retailers.

DEPARTMENTAL STORES
A departmental store, a retail trade shop, was started at strategic place to
please the customer by giving him the choice of selecting all that he
wants.

Every business is based on understanding the consumer and

providing the kind of products that the consumer want every businessman
today makes some effort to convince the consumer for buying a product
in a particular shop and for this reason, the researcher has under taken a
survey as to why they prefer departmental store?

STATEMENT OF PROBLEM
The study of the consumer behaviour enable us to analysis ones own
decision in buying. The very look of the departmental store attracts
people, the way in which products are visited not only to buy, but also
spend sometimes in the cafeteria and to enjoy the atmosphere, the
consumer takes a look to choose the product and understands the
inferential as well as the external factors. This is done in a clean
unpolluted atmosphere in departmental store. It is a matter for study as to
why people come and buy from a departmental store.

CONSUMER BEHAVIOUR
Consumer behaviour is defined as that behaviour exhibited by people in
planning, purchasing and using economic goods and services. Buyers
behaviour is the process by which individuals decide whether, what,
when, where, how and from whom to purchase goods and services.

Instead of trying to market what is easier for us to make, we must find

out much more about what the consumer is willing to buy we must
apply our creativeness more intelligently to people, and their wants and
needs rather than to product Charles G. Martina emphasizing on the
above statement, the target of all marketing activities should be
consumers. The firms have to device plans and implement them so as to
achieve consumer satisfaction. This calls for an analysis of how consumer
behaves i the market place. Buyer behaviour may be viewed as an orderly
process whereby the individual interacts with his environment for the
purpose of making market decisions on products and services

Thus, the chief characteristics of buyer behaviour are:

1. It includes observable physical activities, such as walking through
the market to examine the products and in making a purchase, and
mental activities such as forming attitudes, perceiving advantages
materials and learning to prefer a particular brand. The consumers
apply both the activities to acquire goods and services and obtain
satisfaction from them.
2. Consumer behaviour is a complex and dynamic concept, too
constantly changing, and therefore management need to adjust with
the change, otherwise the market may be lost.
3. The individuals specific behaviour in the market place is affected
by interval factors such as needs, motives, perception and attitudes
as well as by external or environmental influences such as the
family, social groups, cultural, economic and business influences.
To achieve a better understanding of the consumer
behaviour, study of those disciplines, which may provide some
explanations as to why people behave as they do is required. The
internal and external forces and influences interact in highly complex

ways, affecting the individuals total pattern of behaviour as well as his

buying behaviour.

EVALUATION OF ALTERNATIVES
A consumer uses information to arrive at a set of final brand
choices. The question is, how does the consumer choose among the
alternative brands in the choice set? He evaluates the various alternatives
available in the market on the basis of certain attributes. There is no
simple and single evaluation process used by all consumers or by one
consumer in all buying situations. The attributes of interest to buyer vary
by product, their need, quality, style, etc.

PURCHASE DECISION
Having evaluated the purchase alternatives, he has to decide whether to
buy or not to buy. If he has decided to buy, then he has to take decisions
regarding the brand, the quantity of purchase, the place of purchase and
the mode of payment to the made.

POST PURCHASE BEHAVIOUR

After purchasing the product, the consumer will
experience some level of satisfaction or dissatisfaction. This will
influence his subsequent behaviour. If he is satisfied, he will show more
interest to buy the product the product or get information that might
confirm its high value. Hence, to satisfy a consumer, a market must try to
convince him to choose a product, the attributes for which a consumer
gives importance must be analyzed.
The marketers job does not come to an end as soon as the product is
being bought, but continues into the post purchase period. Further, proper
understanding of the various participants behaviour in the buying process
and the major influences on their buying behaviour, will help the
marketers to design effective marketing programs for their target market

BUYING DECISION PROCESS

This model implies that consumer pass through all five
stages in buying something. This is not the case in respect of low
involvement purchases. Consumer might skip or reverse some of these
stages. Understanding consumer needs and buying process is essential to
building effective marketing strategies
BUYING DECISION PROCESS

PROBLEM RECOGNITION

INFORMATION SEARCH

EVALUATIONOFALTERNATIVES

DECISIONMAKING

TOBUY

POSTPURCHASEBEHAVIOUR

Research Plan

NOTTOBUY

Identify current status of

Evaluating various

Determine
customer

Identify various factor attracting consumer towards

Departmental Store
Big Bazar
Big Bazar, a part of the Pantaloon Group, is a
hypermarket offering a huge array of goods of good quality

for all at affordable prices. Big Bazar with over 50 outlets in

different parts of India is present in both the metro cities as
well as in the small towns. Big Bazar has no doubt made a
big name in the retail industry of india, moreover shopping
here is further made a memorable experience with the varied
rates of discounts on products as well as discount vouchers
available in a variety of amounts
Raipur, India, July 19, 2007 - Pantaloon Retail (India)
Limited, a part of the Future Group, today announced its
entry in the State of Chhattisgarh with the opening of its
largest chain of hypermarket store BIG BAZAAR in
Raipur city. Widely known for its unbelievable pricing and
unmatched offers throughout the year, the popular Big
Bazaar will cater to the entire household needs of the
citizens of Raipur city.

Vishal Mega Mart

Vishal is one of fastest growing retailing groups in
India. Its outlets cater to almost all price ranges. The
showrooms have over 70,000 products range which fulfills
all your household needs, and can be catered to under one
roof. It is covering about 29, 90, 146 sq. ft. in 24 states
across India. Each store gives you international quality
goods and price hard to match. The cost benefit that is
derived from the large central purchase of goods and
services is passed on to the consumer.

Westside
The

Westside

stores

have

numerous

departments to meet the varied shopping needs of customers.

These include Menswear, Womens wear, Kids wear,

Footwear, Cosmetics, Perfumes and Handbags, Household
Accessories, lingerie, and Gifts. The company has already
established 41 Westside departmental stores (measuring
15,000 - 30,000 square feet each) in Raipur (C.G)
Ahmedabad,

Bengaluru,

Chennai,

Delhi,

Gurgaon,

Ghaziabad & Noida (to be considered as 1 city), Hyderabad,

Indore, Jaipur, Kolkata, Ludhiana, Lucknow, Mumbai,
Mysore, Nagpur, Nashik, Pune, Rajkot, Surat, Vadodara and
Jammu. The company hopes to expand rapidly with similar
format stores that offer a fine balance between style and
price retailing.

Factors That Influence Buyer Behaviour

Throughout the buying process, various factors may
influence the buyer. A persons culture, social class, reference groups and
self-image all have a bearing on the purchase decision. As to the
situational factors like the presentation of the product, the events in the
buyers life and the persons mood at the time of purchase also induce
him to purchase a product of his choice.

CULTURAL FACTORS
Culture is the most fundamental of a persons wants and behaviour.
It refers to a set of learned beliefs, attitudes, values, customs, habits, etc., and
determines human wants and behaviour. Separate marketing strategy can be
developed for each culture and market can be segmented for patterns of
behaviour varying between different cultures.

SOCIAL FACTORS
The different classes namely, upper class, middle class and lower class also
determine the behaviour of a person to purchase his products. Low class
customers buy usually on impulse and do not even care to read advertisement
much. Middle class consumer purchase carefully and read advertisements much
to know and compare the prices of different procedures engaged in the same
line of activity. Upper class consumers want high class goods maintain their
status in the society.

PERSONAL FACTORS
A buyers behaviour is also influenced by personal factors such as age,
occupation, income, life style, etc.
Age

People buy different products at their different life stage, their taste, preferences,
etc., also change with change in life stage. For instance, taste in dress materials,
recreation etc., are age related.

Occupation
For certain occupation, the purchase of certain type of products is necessary. For
example, a sales representative will buy fancy dress, shoes, suitcase, etc., to win
the attention of the people. Similarly, a chief executive of a company will buy
costly suits, undergo air travel, etc.
Income
Income being the main source of purchasing power, the buying pattern of
people differs with different level of income.

Life Style
The term life style refers to the persons pattern of living in the world. People
belong to same social class, occupation, may lead quite different life styles. Life
style attempts to profile a persons way of being and acting in the world.

PSYCHOLOGICAL FACTORS
A persons buyer behaviour is also influenced by the following
psychological factors.
Motivation

A motive as an inner urge that moves a person to some action. People buy goods
as a result of certain mental as well as economical forces that create desires of
buying such goods.
Perception
Perception is the process by which a in Perception is the process by which an
individual selects, organizes and interprets information inputs to create a
meaningful picture of the world. Persons at the same motivated stage may act
in a quite different manner if they perceive the situation differently.

Learning
Learning may be defined as all changes in an individuals behaviour arising
from past experience. Learning is the main aspect in the study of human
behaviour. Buying decisions are affected critically by the learning experience of
buyers.

Attitudes
An attitude is a state of mind feeling. If may be described as a persons
emotional feeling, action, tendencies towards some idea or object. If a person
has an attitude towards a product, it is difficult to change his attitude because a
persons attitude settles into a consistent pattern. It induces him to behave in
some way. People have attitudes towards each and everything an to study the
buyer behaviour it has to be taken into notice.

The objectives of the study are:

1. To study the factor influencing the customers to purchase house

hold articles from departmental store.
2. To study the needs of the customers at the place of purchase.
3. To study the consumers opinion and ideas about the price,
quality and services rendered by the departmental stores.
4. To study the sales services provided by the departmental stores.
5. To suggest, improve in sales and functions in the departmental
stores based on results.

Q1. Are you aware about Departmental Stored?

Options

No. Of Respondent

Percentage (%)

(I)

Yes

39

97

(II)

No

40

100

Total
(Source Questioner)

No. Of Respondent
45
39

40
35
30
25
20
15
10
5

0
Yes

No

Interpretation: - The table represents the source of awareness about

the departmental stores. It shows that 97% of the respondents are aware
of the departmental stores and a least percentage of 3% are not aware of
the store.

Q2. How many times do you go for purchasing?

Options

No. Of Respondent Percentage (%)

(I)Once in a week
(II)Twice in a week
(III)Rarely

15
9
15
39

Total
(Source Questioner)

39
22
39
100

16
14
12
10
8
6
4
2
0

Once in a week

Twice in a week

Rarely

Interpretation: - The table represents the 39% in a once a week and 39%
rarely and least 22% twice in a week.

Q3. Which type of product you purchase through Departmental

Store?

Options

No. Of Respondent

Percentage (%)

(I) Fruits & vegetables

(II)Provisions & groceries
(III)Cosmetic product
(IV)Health care product
(V)Stationery products
(VI)All the above

3
6
4
2
5
19
39

8
15
10
5
13
49
100

Total
(Source Questioner)
20
18
16
14
12
10
8
6
4
2
0

Interpretation: - The table representing the items purchased from

departmental stores. It reveals that nearly 49% of the respondents are
purchase all the above mentioned products 15% of the respondents are
purchase provisions and groceries and least percentage of the 5% are
purchase only health care product.

Q4. What is the reason for purchasing through Departmental Store?

Options

No. Of Respondent

Percentage (%)

(I) Convenient
(II) Less cost
(III) More quality
(IV) Time saving
(V) Prestige

10
5
6
16
2
39

26
13
15
41
5
100

Total
(Source Questioner)
18
16
14
12
10
8
6
4
2
0

Convenient

Less cost

More quality

Time saving

Prestige

Interpretation: - The table shows the reasons for purchasing through

departmental stores. 15% of the respondents are prefer the store due to
more quality, followed by 13% of the respondents are prefer the store due
to less cost and 41% of the respondents are prefer Time saving.

Q5. Are you satisfied with the product you purchased through
these stores?

Options

No. Of Respondent

Percentage (%)

(I)Yes
(II)No

35
4
39

92
8
100

Total
(Source Questioner)

40
35
30
25
20
15
10
5
0

Yes

No

Interpretation: - The table shows 92% Respondent are satisfied and 8%

respondents are not satisfied.

FINDINGS:
Based on the summary of the analysis and interpretation of
data as per study, the following are the findings, followed up
suggestions recommended to improve the sales and functioning of the
stores.
Findings of the study:
1. The study reveals that the respondents are aware of departmental stores.

2. A majority of the respondents come to know about the departmental

stores through word of mouth advertisement.
3. Many customers visiting the stores belong to the age Below 30 years.
4. More number of Single respondents visits the store.
5. More number of Graduate level respondents also visits the stores.
6. Most of the respondents visiting the stores are employees.

CONCLUSION:
Modern marketing is consumer oriented:
The starting point in evolution of market driven strategies in getting know
about what, where, when and how the customers are in need of their
wants. The various marketing channels are used to provide consumers with
a convenient means of obtaining the products and services they desire one.
Such retail marketing channel is the departmental stores. The features such
as product choice, display of good and other services facility provided
attract the customers at large.
The study reveals that the customers are satisfied with the contributors
made by departmental stores and they are interested in recommending it to
other prospective customers.