Abhilash Sebastian Final Project

A STUDY ON THE SERVQUAL FACTORS
AFFECTING CUSTOMER PERCEPTION
A Project Report submitted to

MAHATMA GANDHI UNIVERSITY
for the partial fulfillment of the Award of
MASTER OF BUSINESS ADMINISTRATION
Submitted By
ABHILASH SEBASTIAN
(Reg No. 51031)
Under the Guidance of
Dr. ANU GEORGE
DEPARTMENT OF MANAGEMENT STUDIES

VISWAJYOTHI COLLEGE OF ENGINEERING AND TECHNOLOGY,
VAZHAKULAM
2013-15
VISWAJYOTHI COLLEGE OF ENGINEERING AND TECHNOLOGY,

VAZHAKULAM
Department of Management Studies
BONAFIDE CERTIFICATE
Date:
This is to certify that the project report A STUDY ON THE SERVQUAL

FACTORSAFFECTING
CUSTOMER
PERCEPTION
is
the
bonafide
work
of
ABHILASH SEBASTIAN who carried out the project work under my supervision.
_________________________
Dr. Francis Cherunilam
Dean & Head of the Department
Examiner 1:
Examiner 2:
____________________________
Dr. Anu George
Project Guide
DECLARATION
I do hereby declare that this project work entitled A STUDY ON THE SERVQUAL
FACTORSAFFECTING CUSTOMER PERCEPTIONsubmitted by me for the partial
fulfillment of the requirement for the award of Master of Business Administration (MBA) is a
record of my own research work. The report embodies the finding based on my study and
observation and has not been submitted earlier for the award of any degree or diploma to any
Institute or University.
Date:
Name
Roll No :
LIST OF TABLES
NAME OF TABLES
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
4.9
4.10
4.11
4.12
4.13
4.14
4.15
4.16
4.17
4.18
4.19
4.20
4.21
4.22
4.23
RESPONDENTS AGE
RESPONDENTS GENDER
OCCUPATION OF THE RESPONDENTS
MOST ATTRACT YOU MOST IN RELIANCE
STORE EMPLOYYES ARE PROMPT IN SERVING AND HELPFUL
RELIANCE EMPLOYEES ARE ENTHUSIASTIC & KNOWLEDGABLE
OFFER SATISFACTION
SATISFACTOTION OF PROMOTIONAL OFFERS
INFLUENCE OF ADVERTISEMENT DISPLAY IN PURCHASE DECISION
STAFF KNOWLEDGE ABOUT PRODUCTS
STORE LOCATION
MERCHANDISE OF FRESH AND LATEST PRODUCTS
EFFICENCY OEF STORE SERVICE
STAFF HELP IN PURCHASE DECISION
INDIVIDUAL ATTENTION IN STORE
PERSONAL BELONGINGS KEEPING FACILITY
STORE AMBIENCE
PRICE TAG DISPLAY
CLEAN AND MAINTAINED RESTROOMS
MERCHANDISE OF HIGH QUALITY BRANDS AND VARIETES
ATTRACTIVENESS OF STORE LAYOUT
PROMISED SERVICE DELIVERY
STORE AMBIENCE IN SHOPPING
LIST OF CHARTS
NAME OF CHARTS
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
4.9
4.10
4.11
4.12
4.13
4.14
4.15
4.16
4.17
4.18
4.19
4.20
4.21
4.22
4.23
RESPONDENTS AGE
RESPONDENTS GENDER
RELIANCE EMPLOYEES ARE ENTHUSIASTIC & KNOWLEDGABLE
OFFER SATISFACTION
INFLUENCE OF ADVERTISEMENT DISPLAY IN PURCHASE DECISION
STORE LOCATION
STORE AMBIENCE
PRICE TAG DISPLAY
1. INTRODUCTION
Perception can be described as how we see the world around us, two individual may
be subject to the same stimuli under the same apparent condition, but how each person
recognizes them and interprets them in the highly individualprocess based on each persons o
wn needs, values and
expectations.
Hence
perception
differs
by
individuals.
Thus consumers perception in his defined as the process by which an individual selects,
organizes and interprets stimuli into a meaningful and coherent picture of the world.
All of marketing is a battle of perception, not products. More specifically, marketing
is about positioning your product or service in a positive light in the minds of the customers
you want to reach. Because consumers are bombarded with so many messages on a daily
basis, they routinely sift through the "noise." Selective perception marketing says your
customers actively block or modify messages that conflict with their values and attitudes
Customer perception refers to the process by which a customer selects, organizes,
and interprets information/stimuli inputs to create a meaningful picture of the brand or the
product. It is a three stage process that translates raw stimuli into meaningful information.
Each individual interprets the meaning of stimulus in a manner consistent with his/her
own unique biases, needs and expectations. Three stages of perception are exposure, attention
and interpretation
In simpler terms, it is how a customer see's a particular brand with whatever he or she
has been able to understand by watching the products, its promotions, feedback etc. It is the
image of that particular brand in the mind of the customer
1.1. Background of the Problem.

In the recent times, India has witnessed transformation in the shopping habits of the
consumers. Modern retail outlets have provided Indian consumers with new shopping
exposure and constantly evolving choice for shopping with embracing on wide range of
products. Modern retail formats are operating in different sizes and shapes. They are quite
different in terms of the ownership, the kind of premises (format) used, and the orientation of
the product range.
1.2. Significance of the Problem.

In the recent times, India has witnessed transformation in the shopping habits of the
consumers. Modern retail outlets have provided Indian consumers with new shopping
exposure and constantly evolving choice for shopping with embracing on wide range of
products. Modern retail formats are operating in different sizes and shapes. They are quite
different in terms of the ownership, the kind of premises (format) used, and the orientation of
the product range. This study examines empirically how consumers perceptions towards
stores get affected by demographic, situational and store variables when they make purchase
decision. The study emphasizes that product range, store layout, shopping convenience;
promotional schemes, product pricing, customer service, employee behavior, and store
ambience significantly influence the customers. Moreover, the paper provides crucial insights
to people in organized retail business by identifying important variable like 1) Courteous
Staff Members, 2) Customer Attention, 3) Offers and Discounts, 4) Comfort and Elegance, 5)
Proximity, 6) Variety, 7) Speedy Service, 8) Assurance that must be considered while
designing their operations. An understanding of these factors will help the store improve
overall shopping experience and customer satisfaction.
1.3. Objectives of the Study.

1. To measure the relationship between the demographic variables and consumers
satisfaction at the retail store.
2. To identify the popular factors contributing in framing consumers perceptions.
3. To suggest how consumers perceptions affect their shopping satisfaction.
4. To bring out the areas of improvements in retail stores and to suggest competent
and innovative strategies for retail stores.
1.4 Scope of the Study.

This study is based on the organization Reliance Fresh Ltd. The main aim of the study is to
understand the customer perception of the store.
The study makes effort to find perception of customers at Reliance Fresh through survey. It
studies customer perception from the service quality dimensions of reliability, tangibility,
Responsiveness, Assurance & Empathy
1.5 Research methodology.

Research is a procedure of logical and systematic application of the fundamentals of science
to the general and overall questions of a study and scientific technique which provide precise
tools, specific procedure and technical rather than philosophical means for getting and
ordering the data prior to their logical analysis and manipulation. Different type of research
designs is available depending upon the nature of research project, availability of able
manpower and circumstances.
A structured questionnaire was prepared and presented to the respondents and related
questions were asked. Questionnaires mainly contained close-ended questions and a few open
ended questions, to identify the satisfaction and dissatisfaction levels.
1.6 Methods of data collection.

The data was collected in two types, they are
A.
Primary Data
The primary data was basically collected in two different ways, they are: 1)
Observation Method
2) Questionnaire Method
In the observation method instead of asking the respondents about the behavior
and attitudes, an Observation was done and the data was collected.
The Questionnaire method is a powerful tool to collect the information a
structured Questionnaire involves in asking the questions in a prearranged order. This
research contained a questionnaire that had structured (prearranged order), open ended (free
answer questions) and close ended (limited answer can be given) questions. Some were also
dichotomous questions i.e. having only two options to answer.
B Secondary Data
The data that is collected from the published sources i.e. not originally collected for
the first time is called secondary data. During the research the secondary data was collected
from Company website, , Books and publications, Related information from internet
1.7 Sample Size

The sample size were 100 from the customers of Reliance fresh
1.8 Period of study

This study was completed on 42 days in the month of April, may and June
1.9 Limitation.
The research is conducted only in the Thodupuzha store only. It may not be applicable
to all the stores.
The sample size is only 100.
Accuracy of information cannot be ensured since a few respondents answered the

questionnaire in hurry.
CHAPTER 2
LITERATURE REVIEW
2.1 AN OVERVIEW OF FUNDAMENTAL ANALYSIS
2.1.1 RELIANCE INDUSTRIES LTD
The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India's largest private
sector enterprise, with businesses in the energy and materials value chain. Group's annual
revenues are in excess of US$ 66 billion. The flagship company, Reliance Industries Limited,
is a Fortune Global 500 company and is the largest private sector company in India.
Backward vertical integration has been the cornerstone of the evolution and growth of
Reliance. Starting with textiles in the late seventies, Reliance pursued a strategy of backward
vertical integration - in polyester, fibre intermediates, plastics, petrochemicals, petroleum
refining and oil and gas exploration and production - to be fully integrated along the materials
and energy value chain.
The Group's activities span exploration and production of oil and gas, petroleum refining and
marketing, petrochemicals (polyester, fibre intermediates, plastics and chemicals), textiles,
retail, infidel and special economic zones.
Reliance enjoys global leadership in its businesses, being the largest polyester yarn and fibre
producer in the world and among the top five to ten producers in the world in major
petrochemical products.
2.1.2 Products & brands

The Company expanded into textiles in 1975. Since its initial public offering in 1977, the
Company has expanded rapidly and integrated backwards into other industry sectors, most
notably the production of petrochemicals and the refining of crude oil.
The Company from time to time seeks to further diversify into other industries. The
Company now has operations that span from the exploration and production of oil and gas to
the manufacture of petroleum products, polyester products, polyester intermediates, plastics,

polymer intermediates, chemicals and synthetic textiles and fabrics.
The Company's major products and brands, from oil and gas to textiles are tightly integrated
and benefit from synergies across the Company. Central to the Company's operations is its
vertical backward integration strategy; raw materials such as PTA, MEG, ethylene, propylene
and normal paraffin that were previously imported at a higher cost and subject to import
duties are now sourced from within the Company. This has had a positive effect on the
Company's operating margins and interest costs and decreased the Company's exposure to the
cyclicality of markets and raw material prices. The Company believes that this strategy is also
important in maintaining a domestic market leadership position in its major product lines and
in providing a competitive advantage.
The Company's operations can be classified into four segments namely:
Petroleum Refining and Marketing business
Petrochemicals business
Oil and Gas Exploration & Production business Others

2.1.3 RELIANCE RETAIL
Reliance Retail Ltd. is a subsidiary company of Reliance Industries. Founded in 2006
and based in Mumbai, it is the largest retailer in India in terms of revenue.[3] Its retail outlets
offer foods, groceries, apparel and footwear, lifestyle and home improvement products,
electronic goods, and farm implements and inputs.
The companys outlets also provide vegetables, fruits and flowers. It focuses on
consumer goods, consumer durables, travel services, energy, entertainment and leisure, and
health and well-being products, as well as on educational products and services. It has a total
of 2000 stores (as of October 2014) in India with an area of approx.[4] 9 million square feet
across 155 cities.
2.1.4 Financial Position
It had a turnover of Rs. 168 billion in the financial year 2013-14. Approx. 56 per cent
of this revenue came from its 'value and other' segment that operates grocery chains Reliance
Fresh, Reliance Super and Reliance Hyper. Reliance Retail has announced revenues of Rs.
40.74 billion for the second quarter of 2014, showing 53% jump from 2013. The company
also reported operating profit of Rs. 189 million for the same quarter.[3] Reliance reported
quarterly profit of Rs. 189 Core (for July - September 2014).[4]
2.1.5 Subsidiaries & Divisions

There are over 45 Subsidiaries & divisions of Reliance Retail. Following is the list of
major divisions:
1. Reliance Fresh
Retail outlets of fruits, vegetables & groceries. This division is yet to become
2.
3.
4.
5.
profitable.
Reliance Digital
Consumer Electronics retail stores. It had 689 stores in October 2014.
Reliance Jewels
Jewellery; It had revenues of approx. Rs. 8 billion in financial year
2012- 13.
Reliance Time Out
Lifestyle store of Books, Music, Movies, Toys, Gaming, Fragrances, Stationery.
Reliance Trends, Reliance Footprint and Reliance Living
Apparel and Clothing. It had revenues of approx. Rs. 16 billion in financial year 2012-13.
6. Reliance Market, Reliance market
Wholesale cash n Carry . It had revenues of approx. Rs. 16 billion in financial year 2012-13.
2.2 INDUSTRY PROFILE
Retail Industry in India

Market size of Indian retail industry The total market size was US$ 490 billion in 2013,
registering a CAGR of 6.1 per cent since 1998. The Indian retail industry has presently
emerged as one of the most dynamic and fast paced industries as several players have
started to enter the market. It accounts for over 10 per cent of the coun- trys gross domestic
product (GDP) and around eight per cent of the employment in India. The country is today
the fifth largest global destination in the world for retail. Several corporates have planned to
exploit the opportunities in the Indian retail space, such as Reli- ance Industries Ltd (RIL),
which has lined up capital expenditure of Rs 1.8 trillion (US$ 28.94 billion) for the next
three years for its petrochemicals, telecom and retail ventures. With the growth in the retail
industry, the corresponding demand for real estate is also being created. Further, with the
online medium of retail gaining more and more acceptance, there is a tremen- dous growth
opportunity for retail companies, both domestic and international.
Market Size
Indias retail market is expected to double to US$ 1 trillion by 2020 from US$ 600
billion in 2015 driven by income growth, urbanisation and attitudinal shifts, highlighted the
Boston Consulting Group and Retailers Association of Indias report titled, Retail 2020:
Retrospect, Reinvent, Re- write. While the overall retail market will grow at 12 per cent per
annum, modern trade will grow twice as fast at 20 per cent per annum, and traditional trade at
10 per cent, according to a report titled Retail 2020: Retrospect, Reinvent, Rewrite by Boston
Consulting Group and Retailers Association of In- dia. The retail spending in the top seven
Indian cities of India currently amounts to Rs 3.58 trillion (US$ 57.56 billion), with organised
retail penetration at 19 per cent in 2014. It is expected that the online retail will be at par with
the physical stores in five years India is expected to become the worlds fastest growing ecommerce market on the back of robust investment activity in the sector and the rapid
increase in internet users. It is expected that Indias e- commerce market will grow from US$
2.9 billion in 2013 to over US$ 100 billion by 2020. E-tailers are betting on more Indians
switching to shopping online, with a projection of 200 million new consumers by 2017,
according to a report released last year by Accel India,
Investments
The Indian retail industry in the single brand segment has received foreign direct
investment (FDI) equity inflows to the tune of US$ 275.38 million in the period April 2000
January 2015, according to the Department of Industrial Policies and Promotion (DIPP). With
the rising need for consumer goods in different sectors including consumer electronics and
home appliances, many companies have invested in the Indian retail space in the past few
months. Some of them are:
Paytm plans to set up 30,000 to 50,000 retail outlets where its customers can load
cash on their digital wallets. The company is also looking to enrol retailers - mostly
kirana stores - as merchants for accepting digital payments.

Mobile wallet company MobiKwik has partnered with Jabong.com to provide mobile
pay- ment services to Jabong's customers.

DataWind has partnered with HomeShop18 to expand its retail footprint in the
country. Under the partnership, HomeShop18 and DataWind will jointly launch
special sales programs across broadcast, mobile and internet media to create greater
access of the latter's tablet range.

Amazon Inc and Flipkart India will invest nearly Rs 2,300 crore (US$ 369.87 million)
in the near term as they plans to acquire more customers in the country's fast-growing
online retail market.

FashionAndYou has opened three distribution hubs in Surat, Mumbai and Bengaluru
to has- ten deliveries.

Abu Dhabi-based Lulu Group plans to invest Rs 2,500 crore (US$ 401.98 million) in
a fruit and vegetable processing unit, an integrated meat processing unit and a modern
shopping mall in Hyderabad, Telangana.
Government Initiatives
Ms Nirmala Sitharaman, Union Minister of Commerce and Industry, Government of India
has stressed on India building a culture of branding and marketing its products to the rest of
the world. The ministry is also willing to take steps to start a Free Trade Agreement (FTA)
with the European Union (EU). The Government of India has taken various initiatives to
improve the retail industry in India. Some of these initiatives are:
The Foreign Investment Promotion Board (FIPB) has cleared five retail proposals
worth around Rs 420 crore (US$ 67.53 million) from companies such as Bestseller,
Puma SA and Flemingo. Additionally, the board cleared three 100 per cent singlebrand retail proposals worth Rs 222.5 crore (US$ 35.77 million), suggesting renewed
interest in Indias growing retail market.

IKEA has entered into a memorandum of understanding (MoU) with the Government
of Telangana to set up its first store in India at Hyderabad. IKEA retail outlets have a
standard design and each location entails an investment of around Rs 500-600 crore
(US$ 80.38- 96.46 million).

The Government of India is also in the final phase of talks with the states for the
Goods and Services Tax Bill to be implemented. This Bill is seen as a key to
facilitating industrial growth and improving the business climate in the country. Road
Ahead The share of e-Commerce is growing steadily. Customers have an ever
increasing choice of products at the lowest rates. E-Commerce is probably creating
the biggest disruption in the retail industry and this trend will continue in the year to
come. Almost everything is sold on the internet now and this means that pretty much
all of the retail industry faces the challenge of either being a part of e-commerce or
taking it head on.
For better prospects of this industry, as a whole, both organized and unorganized retail
companies should work together to improve the overall retail industry, while generating new
benefits for their own customers. Also, the retailers should take advantage of digital retail
channels (e-commerce), which would enable them to spend less money on real estate while
reaching more customers in tier-2 and tier-3 cities. Nevertheless, the long term outlook for
the industry remains to be positive on the back of rising incomes, favourable demographics,
entry of foreign players and increasing urbanization. Exchange Rate Used: INR 1 = US$
0.016 as on March 24, 2015
Reliance Retail Industry
Reliance Industries Ltd., incorporated in the year 1973, is a Large Cap company
(having a market cap of Rs 292106.41 Cr.) operating in Miscellaneous sector. Reliance
Industries Ltd. key Products/Revenue Segments include Petroleum Products which
contributed Rs 245160.00 Cr to Sales Value (71.93% of Total Sales), Petrochemicals which
contributed Rs 89944.00 Cr to Sales Value (26.39% of Total Sales), Oil & Gas which
contributed Rs 4907.00 Cr to Sales Value (1.43% of Total Sales), Others which contributed
Rs 716.00 Cr to Sales Value (0.21% of Total Sales), Other Services which contributed Rs
87.00 Cr to Sales Value (0.02% of Total Sales), for the year ending 31-Mar-2015. For the
quarter ended 31-Mar-2015, the company has reported a Standalone sales of Rs. 56043.00
Cr., down -30.12% from last quarter Sales of Rs. 80196.00 Cr. and down -41.13% from last
year same quarter Sales of Rs. 95193.00 Cr. Company has reported net profit after tax of Rs.
6243.00 Cr. in latest quarter. The companys management includes Mr.Mukesh D Ambani,
Mr.Nikhil R Meswani, Mr.P M S Prasad, Mr.Pawan Kumar Kapil, Mr.Srikanth Venkatachari,
Mr.Yogendra P Trivedi, Mrs.Nita M Ambani, Prof.Ashok Misra, Prof.Dipak C Jain,
Dr.Dharam Vir Kapur, Dr.Raghunath A Mashelkar, Mr.Adil Zainulbhai, Mr.Alok Agarwal,
Mr.Hital R Meswani, Mr.K Sethuraman, Mr.K Sethuraman, Mr.Mansingh L Bhakta.
Company has Rajendra & Co. as its auditors. As on 31-Mar-2015, the company has a total of
3,235,688,765 shares outstanding.
Reference
www.wikipedia.com
www.ril.com/html/business/business_retail.html
Media Reports, Press Releases, Deloitte report, Department of Industrial Policy and Pro- motion
website, Union Budget 2014-15
2.3 REVIEW OF LITERATURE

The consumers are always found with distinct needs and wants which may be because
of their consumption pattern, demographics (like age profile, working patterns, income and
expenditure, occupation), lifestyle changes, buying process, shopping behaviour, shopping
motivations and objectives, and changing consumer etc. In the same regard Abercrombie et.
al., (1994) mentioned that the happening consumption culture is contemporary therefore the
evolving scenario of the consumption pattern over a period of time propels retailers to
spotlight on consumers perceptions, attitudes, and buying behaviour.
The consumers profile apprehension explains consumers transformations over time
and constructs predictions about how the consumption pattern will evolve in the coming time.
For instance, the predictions given by Indias National Council for Applied Economic
Research reveals about 17 million households 90 million people with annual earnings
ranging between $4,500 and $22,000 comprise middle class population currently in India.
Moreover, 287 million were identified as aspirers or in the near future these consumers are
expected to join the middle class. Further it is expected that these groups will spend more on
advancing and varying their lifestyles and eating habits like, using processed and
convenience items.
It was realized that there are other reasons than the need to buy the simple physical
goods by Tauber (1972) in his research why do people shop? He further stressed that, there
are various motivations for shopping influenced by several factors, many of them are related
to personal and social motivations of consumers and a few of them are associated to the
buying of products. It is therefore necessary for retailers to research and understand what
makes shoppers highly satisfied. In addition to this, several consumer researches have
revealed other psychological motivations for shopping.
Understanding consumer behaviour is incomplete until describing how consumers
make choices, as clarified by Foxall & Goldsmith (1994) in their book on Consumer
Psychology for Marketing. Consumers come to know and learn about brands through various
communication vehicles like, packages, promotions, advertisements, business talks and word
of mouth. After consumers become aware about the brands, their buying decisions are guided
by the perceptions or impressions of the brands that they have formed from the information.
Therefore, the study of consumer perception is an element of largely unconscious processes
of consumer behaviour.
Because consumers make decisions and take actions based on what they perceive as
reality, it is essential to describe the term perception and the related concepts that influence
the consumers to buy. Schiffman & Kanuk (2007) described perception as, the process by
which an individual selects, organizes, and interprets stimuli into a meaningful and coherent
picture of the world. In the simplest term Young (1961) defined to perceive is to observe
through the senses. It is right that some of the writers have presented perception in terms of
five senses. As Foxall & Goldsmith (1994) mentioned in their book that consumers become
aware about the environment through the five senses and therefore sensation is the process
with which perception begins. But perception is not synonymous with sensation despite their
clear interconnectedness.
To Perceive = {to see, to hear, to touch, to taste, to smell, to sense - internally}

{some} {thing, event, relation}
Consumer perception is an approximation of reality. Consumer mind tries to make
sense out of the stimuli to which they are exposed. Perception is the way in which an
individual interprets stimuli received by the senses. Perception is defined as, A process
through which consumers make sense out of the world by Runyon (1977). In a broad sense,
Wilkie W. L., (1986) mentioned that the topic of perception is concerned with the translation
from the external, physical world to the internal, mental world that each of us actually
experiences.
The study carried out by Sinha & Banerjee (2004) attempted to know the
determinants of retail store selection based on the perception of consumers on visiting various
types of stores, their observations on the levels of various service and physical parameters
related to the store visited. There are three basic functions that are contained in the definition
of perception: sensing a stimulus in the external world; selecting and attending to certain
stimuli and not others; and interpreting the stimuli and giving them meaning.23SIES Journal
of Management, April - August 2010, Vol.7(1)
Joyce & Lambert (1996) have expressed that evaluation done by individuals of store image
could be affected by self- views developed by them (e.g. type of store shopped, personnel
employed, music and videos played, other aesthetic store dimensions). It lies at the heart of
the manner in which he responds to his world. Foxall & Goldsmith (1994) support that the
effective management of marketing activities of an organization rest on the following two
fundaments:
First, consumers act on their perceptions which basically come from the information that
they receive.
Second, mangers need to understand the nature of perceptions of their consumers and
potential consumers have of themselves, their social world, and products available to them.
The study carried out by Joyce & Lambert (1996) has depicted that consumers
perceptions regarding the store image are likely to be affected by the types of stores
consumers repeated visited in the past and the attributes associated with those stores (e.g.
color, lighting, signage, clientele, salespeople).
According to OConnor (1990), the primary factual elements or attributes determining
a retailers image by forming consumers perceptions, include price, variety, assortment within
product categories, quality, products, service (or lack thereof) and location. Type of customer,
shop location, price levels, service offered, merchandise mix, advertising and the
characteristics of the physical facilities are listed by Terblanche (1998) as some of the factors
determining store related perceptions. Similarly, Peter and Olson (1990) observed that the
most commonly studied store image dimensions are merchandise, service, clientele, physical
facilities, promotion, convenience and store atmosphere, which closely resemble Lindquists
proposed dimensions. Sheth and Mittal (2004) stated that: Store image, the sum total of
perceptions customers have about a store, is determined by these merchandise, service, and
price factors; it is also determined by atmospherics, advertising, and store personnel.
However, as with the definition of store image, no consensus has been reached on a set of
universal store image dimensions.
For the purpose of this study, Lindquists framework of store image was selected as a
viable point of departure for identifying store image dimensions and descriptions
(incorporating the relevant attributes for each dimension), since it proves to be the most
comprehensive in store image literature. Cognitive, affective and physical components of
store image are included in the proposed store image attribute dimensions. Therefore, in
building on the foundation established by Lindquist (1974,1975), as well as taking into
account what other researchers have identified, the following store image dimensions that are
mostly forming and influencing consumers perceptions are also considered for the study
(Refer Table 1). Thus modern retailers need to examine perceptions of consumers about
important aspects of organized retail stores.
Service quality is the delivery of excellent or superior service relative to customer
expectations. Service quality can be defined as the difference between customer expectations
of services and perceived services. If the perceived services fall below the expected services,
customer are disappointed. if the perceived services meets their expectations, the customers
are satisfied. if performance exceed the customers are delighted (Kolter 2003)10 Zeithaml and
Bitner(2003)11 formulated a service-quality model that highlights the main requirements for
delivering high Service quality
Dimensions of Service quality

A number of researchers have provided lists of quality determinants, but the best known
determinants emanate from parasuraman and his colleagues from US, who found five
dimensions of services quality, namely,tangibility,reliability,responsiveness,assurance and
empathy (parasuraman et al .,1988)14
The result was the developed of the SERVQUAL instruments, based on the gap model.
Service qualityis a function of the difference in scores or gaps between expectation and
perception . An important advantages of the SERVQUAL instrument is that it has been
proven valid and reliable across a large range of services contexts
.Five Dimensions of Service Quality
Tangibility
It means the things which are physically observed by the customers in the bank branch ,
including large ATM network, personnel, physical facilities, materials and appearance.
Able and skilled personnel, the quality of banking products and services, brochures and
cards may represent tangibles. These qualities provide concrete cues for customers to
evaluate the capability of the service provider.
Reliability
Reliability refers to the trust in the companys ability to perform service in a proper
way, such as acting according to promises and declarations . A reliable service means
the banker is able to provide Internet connection that is working at desired level
throughout the day without significant failures; banker should not misuse the
cardholder information and there should be frequent update of new technologies.
Responsiveness
It refers to service providers willingness to help customers and providers prompt
service.
It can be measured by the amount of time needed to deal with customers reported
problems and the response duration once the customers files a service request.
Assurance
Assurance is related to the knowledge and courtesy of employees and their ability to
inspire trust and confidence. Bankers may give assurance to customers by behaving
courteously and by providing essential knowledge to solve customers problems.
Empathy
It refers to the caring , individualized attention the service provide gives to its
customers. Further more, customers in the bank may come different social background
and hence the banker could emphasize on personalized attention to customers and
understand the specific needs of customers based on their requirements.
These elements clearly have a highly subjective factors linked to the person who
perceived the service. In reality, according to kilbourne et al.(2004)2 , every type of
service can have determining factors that are considered more important than others
,which will depend on environment characteristics or type of activity.
CHAPTER 3
METHODOLOGY
3.1 INTRODUCTION TO RESEARCH PROBLEM
Retailing is defined as all the activities that involve selling of goods or services
directly to the final consumer for their personal, non-business use via shops, market, door-todoor selling, and mail-order or over the internet where the buyer intends to consume the
product. Retailing can also be defined as the activity that ensures that customers derive
maximum value from the buying process. This involves activities and steps needed to place
the merchandise made elsewhere into the hands of customers or to provide services to the
customers (Dune et al., 2002). Thus the retail acts as an interface between the manufacturer
and the consumer of the product buying for personal consumption.
The phenomenon of shopping has undergone immense change in terms of format and
consumer buying behaviour, ushering in a revolution in the Indian retail shopping. Modern
retailing has entered into India as is observed in the form of sprawling shopping centers,
multi-storied malls and the huge complexes that offer shopping, entertainment and food all
under one roof. The Indian retail industry has experienced a growth of 10.6 percent between
2010 and 2012 and is expected to increase to USD 750-850 billion by 2015 (Mckinsey & Co,
2008). With the emergence of the modern retail players, the traditional kirana shops have also
transformed themselves in different ways. A number of kirana shops have increased their
shop size and also enhanced the overall merchandise in the store. These transformed kirana
shops are now providing facilities like credit, replacement and home delivery etc (Sinha and
Banerjee, 2004). Indian retail sector is gradually edging its way towards becoming the next
boom industry. But still Indian retail industry constitutes only 8 percent of organized retail
and remaining 92 percent is left unorganized (McKinsey, 2008). Unorganized retailing refers
to the traditional forms of low cost retailing for example local kirana shops, owner operated
shops, pan beedi shops, convenience shops, hand cart and street vendors Although there is a
growth pattern in organized retailing and in its consumption made by the Indian population,
still very huge traditional markets have held their base in Indian retail sector.
Indias
unorganized (Traditional) retail market is expected to grow at an average annual rate of 10

percent over the next year. There are about 12 million retail outlets spread across India,
having a label of nation of shopkeepers (Ernest and Young, 2012).
Previous studies in the field of retailing, have focused on the importance of store attributes in
understanding the concept of store choice and patronage behaviour (Woodside and Trappey,
1992; Medina and Ward, 1999; Outi, 2001; Sinha and Banerjee, 2004, Sinha et al., 2005;
Sinha and Uniyal, 2005) but majority of the research work is focused towards the organized
retailing formats. Lindquist (1974-75) reviewed the results of some 19 studies which were
based on retail store image and created frameworks into a set of six store image attributes.
They are merchandise, clientele, promotions, service, convenience, store atmosphere and post
transaction satisfaction. As Indian retail market is strongly driven by the unorganized
(Traditional store) retail stores, so the current study deals with the importance of customer
expectations for store attributes in unorganized retail scenario. The area of unorganized retail
is an unexplored area of research and very few studies have contributed to literature of store
attributes towards unorganized retail in India. So, this study is a significant contribution to the
field of Customer Perceptions and store choice behaviour on the basis of store attributes
literature in Indian retailing context. Hence, this study aims to examine the association
between customers perceptions and store attributes in food, grocery, consumer durables,
apparel, tobacco, chemist and cosmetic products retailing in India. The geographical scope of
the study is confined to the three districts of Jammu in Jammu and Kashmir in India. Another
very important aspect of the current study is the profiling of traditional retail stores in these
three districts. The end results would help us to evaluate the overall view of traditional stores
on the basis of the type of merchandise they possess and the average square feet area.
3.1.1 Statement of the Problem

The success of a business depends upon its ability to attract and retain customers that
are willing to purchase goods and services at prices that are profitable to the company.
Consumer perception describes how customers and potential customers view a company and
its products and services. Consumer perception is important to businesses since it can
influence consumer behaviour, which ultimately affects the profitability of a business. Many
businesses spend large amounts of resources to influence consumer perceptions.
Consumer perceptions can determine the success or failure of a business. For
example, if a certain restaurant has a reputation as being the best pizza place in town, the
general consumer perception in the town might be that you should to go the restaurant if you
want a good pizza. This sentiment could strongly influence the pizza shop's ability to make
profit. On the other hand, if consumers have negative views about company it could seriously
hamper revenue success. For instance, if a hardware store becomes known for cheap, shoddy
products, consumers might avoid purchasing its goods unless they cannot afford higher
quality goods.
3.1.2 Research Objective

1. To measure the relationship between the demographic variables and consumers
perceptions towards organized retail stores.
2. To identify the popular factors contributing in framing consumers perceptions.
3. To suggest how consumers perceptions affect their shopping.
4. To bring out the areas of improvements in retail stores and to suggest competent and
innovative strategies for retail stores.
3.1.3 Research Question
1. What is the relationship between gender and perception factors?

2. What is the most popular factor in the consumer perception?
3. How consumer perception affects their shopping
4. What are the improvements and suggestions for innovative retail stores?
3.1.4 Hypothesis
A hypothesis is a preliminary or tentative explanation or postulate by the researcher
considers the outcome of an investigation will be. It is the most specific way in which an
answer to a problem can be started. Research hypothesis are the specific testable predictions
made about the independent and dependent variables . In the study hypothesis are couched in
terms of the particular independent and dependent variables that are going to be used in this
study.
The main concept of hypothesis testing is to make two hypotheses instead of one in
such a way that if one hypothesis is true the other is false and vice versa. Two hypothesis are:
Null hypothesis
Alternative hypothesis
Null hypothesis means invalid or nothing. If we take an assumption that mean of the
population is "U0" and the mean of sample is "U". We have assumed that the population
mean is u0 is equal to sample mean u, thus sample mean is equal to population mean.
Null hypothesis is written as:
H0:U =U0
Alternate hypothesis is written as:
H1:U#U0
If the null hypothesis is rejected that means the population mean U0 is not equal to sample
mean U. This shows that other hypothesis is accepted which is known as alternative
hypothesis.
1. Reliability
H0. Offers at reliance are strongly influence customer satisfaction.
2. Responsiveness
H0. Promptness of reliance staff strongly influences customer satisfaction.
3. Assurance
H0. Enthusiasm & knowledge of reliance employees strongly influence customer

satisfaction.
4. Empathy
H0. Individual attention to customers strongly influences customer satisfaction.
5. Tangibility
H0. Good store ambience strongly influences customer satisfaction.
3.2. THE STEPS FOLLOWED IN THE STUDY

a. Descriptive research
This descriptive research is a study designed to depict the participants in an accurate way.
And it is all about describing people who take part in the study. It is used to describe
characteristics of a population or phenomenon being studied. In this study researcher selected
around sixty respondents through random sampling method, who are using Brahmins foods
products
3.3 RESEARCH DESIGN
Once the objective is identified that next step is to collect the data which is relevance to
the problem identified and analyze the collected data in order to find out the hidden reasons
for the problem. There are two types of data,
Primary data and
Secondary data.
Data collection is the method of gathering information. There are various methods of
data collection such as personal interviewing, telephone, e-mail and the Internet. Depending
on the questionnaire, these methods can be used separately or combined (data). It is also a
team of survey methodologists specializing in the use of qualitative and quantitative research
methods to enhance quantitative enquiry and promote good practice. There are two types of
data, Primary data and Secondary data.
1. Primary Data
Primary data has been collected directly from sample respondents through
questionnaire and with the help of interview. To ensure the data collection is suitable for my
research purpose, the first step of the primary data collection is designing the questionnaire.
According to the research objectives and questions, there are 20 questions of questionnaire
have been produced. Also through observations and discussion with department heads and
executives primary data has been collected.
Questionnaire
The researcher and the respondents do come in contact with each other if this method
of survey is adopted. Questionnaires are send to the respondents with a request to return after
completing the same. It is the most extensively used method in various economic and
business surveys & research. Questionnaire to be used must be prepared very carefully so that
it may prove to be effective in collecting the relevant information.
Structured questionnaire
Using structured questionnaire method, which contains close-ended questions,
collected the primary data with respect the problem chosen. The questions have some options,
from which the respondents have to choose a choice. As the answers lie within a specified
range they are called close-ended questions.
Open-ended questions are those questions where no choices are given to respondents and
respondents are free to express their choice or answer.
2. Secondary Data
Typically, the auxiliary data is from printed sources (books, magazines, periodicals,
and trade newspapers) and electronic sources (online media and Internet). The books are
general resources for research related to the theoretical support. The journal is daily
information; it can provide very useful resources. They can provide the latest views, research
and development in specific areas. The Internet is also very useful for data collection, in
particular, some professional websites. Here secondary data collected from textbooks,
magazines and the Internet, I have used secondary data to support the background of
Research, literature review and case studies.
Population
All the items under consideration in any field of inquiry constitute a Universe or
Population. The group of individuals under study is known as population or universe.
Therefore, the universe is the aggregate of all the units to be studied to any field of inquiry.
All the customers of the Reliance fresh are selected as the population for the study. In this
study the population is customers of the Reliance fresh around Thodupuzha and its nearest
places.
Sample
The sample was taken from the universe on random sampling basis in Thodupuzha
and its nearest places. The sample size designed for this project is 100 keeping in mind the
unavailability of time and also the customer base of the organization in the research area. The
sampling method used for this study is Convenience sampling. The sampling unit is one user
of the Brahmins products.
Questionnaire
This is an important and very popular method of data collection. This is adopted by
individuals, organisation and government. In this method a questionnaire is prepare and sent
to respondents by post. Questionnaire is a printed list of questions. The questionnaire when
sent to respondents, a request is made that the questions should be answered and returned.
The success of these method largely depends on the proper drafting of questionnaire required
a great deal of skill and experience. Various economic and business survey also make use of
this method of data collection.
3.4. DATA COLLECTION

For this study, the researcher has used Data collection tools
Questionnaires
Personal interview
A questionnaire was used to understand the behaviour of buyer of the product and
user of the product. The researcher and the respondents do come in contact with each other if
this method of survey is adopted. Questionnaires are send to the respondents with a request to
return after completing the same. It is the most extensively used method in various economic
and business surveys & research. Questionnaire to be used must be prepared very carefully so
that it may prove to be effective in collecting the relevant information.
3.5. DATA PROCESSING METHOD
The tools used in this study are Percentage Analysis, Independent T- Test, One way
ANOVA and Chi Square Test. Data analysis was done using SPSS (Statistical Package for
the Social Sciences).
Percentage Analysis
Percentage refers to special kind of ratio. This method is used as making comparison
between two or more services of data. Percentage is used to decidable relationship.
Percentage is also used to compare the relative Terries, the distribution of two or more
services of data.
Percentage of Respondent = (No. of Respondents / Total No. of Respondents) x 100
Co relation
Correlation and regression analysis are related in the sense that both deal with
relationships among variables. The correlation coefficient is a measure of linear association
between two variables
Interpretation
When comparing the correlation between two items, one item is called the "dependent" item
and the other the "independent" item. The goal is to see if a change in the independent item
(which is usually an indicator) will result in a change in the dependent item (usually a
security's price). This information helps you understand an indicator's predictive abilities.
The correlation coefficient can range between 1.0 (plus or minus one). A coefficient of +1.0,
a "perfect positive correlation," means that changes in the independent item will result in an
identical change in the dependent item (e.g., a change in the indicator will result in an
identical change in the security's price). A coefficient of -1.0, a "perfect negative correlation,"
means that changes in the independent item will result in an identical change in the dependent
item, but the change will be in the opposite direction. A coefficient of zero means there is no
relationship between the two items and that a change in the independent item will have no
effect in the dependent item.
A low correlation coefficient (e.g., less than 0.10) suggests that the relationship between two
items is weak or non-existent. A high correlation coefficient (i.e., closer to plus or minus one)
indicates that the dependent variable (e.g., the security's price) will usually change when the
independent variable (e.g., an indicator) changes.
The direction of the dependent variable's change depends on the sign of the coefficient. If the
coefficient is a positive number, then the dependent variable will move in the same direction
as the independent variable; if the coefficient is negative, then the dependent variable will
move in the opposite direction of the independent variable.
You can use correlation analysis in two basic ways: to determine the predictive ability of an
indicator and to determine the correlation between two securities.
When comparing the correlation between an indicator and a security's price, a high positive
coefficient (e.g., move then +0.70) tells you that a change in the indicator will usually predict
a change in the security's price. A high negative correlation (e.g., less than -0.70) tells you
that when the indicator changes, the security's price will usually move in the opposite
direction. Remember, a low (e.g., close to zero) coefficient indicates that the relationship
between the security's price and the indicator is not significant.
Correlation analysis is also valuable in gauging the relationship between two securities.
Often, one security's price "leads" or predicts the price of another security. For example, the
correlation coefficient of gold versus the dollar shows a strong negative relationship. This
means that an increase in the dollar usually predicts a decrease in the price of gold.
PEARSON CORRELATION
Correlation between sets of data is a measure of how well they are related. The most common
measure of correlation in stats is the Pearson Correlation. The full name is the Pearson
Product Moment Correlation or PPMC. It shows the linear relationship between two sets of
data.
The Pearson product-moment correlation coefficient is a measure of the strength of the linear
relationship between two variables. It is referred to as Pearson's correlation or simply as the
correlation coefficient. If the relationship between the variables is not linear, then the
correlation coefficient does not adequately represent the strength of the relationship between
the variables.
The symbol for Pearson's correlation is "" when it is measured in the population and
"r" when it is measured in a sample. Because we will be dealing almost exclusively with
samples, we will use r to represent Pearson's correlation unless otherwise noted. Pearson's r
can range from -1 to 1. An r of -1 indicates a perfect negative linear relationship between
variables, an r of 0 indicates no linear relationship between variables, and an r of 1 indicates a
perfect positive linear relationship between variables.
Mean
In mathematics, mean has several different definitions depending on the context.
In probability and statistics, mean and expected value are used synonymously to refer to one
measure of the central tendency either of a probability distribution or of the random
variable characterized by that distribution.[1] In the case of a discrete probability
distribution of a random variable X, the mean is equal to the sum over every possible value
weighted by the probability of that value; that is, it is computed by taking the product of each
possible value x of X and its probability P(x), and then adding all these products together,
giving
.[2] An analogous formula applies to the case of a continuous
probability distribution. Not every probability distribution has a defined mean; see
the Cauchy distribution for an example. Moreover, for some distributions the mean is infinite:
for example, when the probability of the value
is
for n = 1, 2, 3, ....
For a data set, the terms arithmetic mean, mathematical expectation, and
sometimes average are used synonymously to refer to a central value of a discrete set of
numbers: specifically, the sum of the values divided by the number of values. The arithmetic
mean of a set of numbers x1, x2, ..., xn is typically denoted by , pronounced "x bar". If the
data set were based on a series of observations obtained by sampling from a statistical
population, the arithmetic mean is termed the sample mean (denoted ) to distinguish it
from the population mean (denoted or
).
For a finite population, the population mean of a property is equal to the arithmetic mean of
the given property while considering every member of the population. For example, the
population mean height is equal to the sum of the heights of every individual divided by the
total number of individuals. The sample mean may differ from the population mean,
especially for small samples. The law of large numbers dictates that the larger the size of the
sample, the more likely it is that the sample mean will be close to the population mean.
Types of mean
Arithmetic mean (AM)
The arithmetic mean (or simply "mean") of a sample
, usually denoted by ,
is the sum of the sampled values divided by the number of items in the sample:
For example, the arithmetic mean of five values: 4, 36, 45, 50, 75 is
Geometric mean (GM)

The geometric mean is an average that is useful for sets of positive numbers that are
interpreted according to their product and not their sum (as is the case with the arithmetic
mean) e.g. rates of growth.
For example, the geometric mean of five values: 4, 36, 45, 50, 75 is:
Harmonic mean (HM)

The harmonic mean is an average which is useful for sets of numbers which are defined in
relation to some unit, for example speed (distance per unit of time).
For example, the harmonic mean of the five values: 4, 36, 45, 50, 75 is
CHAPTER 4
4.1 ANALYSIS AND INTERPRETATION OF DATA
1.) Age of respondents,
RESPONDENTS AGE
Cumulative
Frequency Percent
Valid Percent Percent
Valid Age betwen 18 to 24
14
14.0
14.0
14.0
Age betwen 25 to 34
20
20.0
20.0
34.0
Age betwen 35 to 44
20
20.0
20.0
54.0
Age betwen 45 to 54
28
28.0
28.0
82.0
Age betwwen 55 and 18
18.0
18.0
100.0
100.0
100.0
above
Total
100
14
18
18-24
24-34
35-44
45-54
55 &Above
20
28
20
Tab
le: 4.1
Chart:4.1
Interpretation
The above pie chart showing out of 100 respondents there are 14% of the respondents are in
the age group of 18-24. 20% in the age group 24-34, 20% in the age group of 35-44, 18% in
the age group of 45-54. 18% in the age group of above 55
2.) Gender of respondents.
RESPONDENTS GENDER
Cumulative
Frequency Percent
46
46.0
46.0
46.0
female respondents 54
54.0
54.0
100.0
Total
100.0
100.0
Valid Male respondents
100
Table: 4.2
GENDER
Male
Female
39
61
Chart4.2
Interpretation
Out of 100 respondents 61 % of the respondents are females and balancing 39% of customers
are male
3.) Occupation of the respondents.

Cumulative
Table:
Frequency Percent
16
16.0
16.0
16.0
Employed
24
24.0
24.0
40.0
Student
20
20.0
20.0
60.0
housewife
30
30.0
30.0
90.0
retired&
10
10.0
10.0
100.0
100
100.0
100.0
Valid business
others
Total
4.3
Chart:4.3
Interpretation
From the table and chart above it is clear that out of 100 respondents, majority are
housewives. Respondents who have employed or privately employed are 24% and 20 % are
students. Only 16% people are having business as an occupation and only 10% are in the
category of retired and others.
4, ) What attract you most in reliance?
Cumulative
Frequency Percent
16
16.0
16.0
16.0
Agree
38
38.0
38.0
54.0
Neutral
22
22.0
22.0
76.0
disagree
10
10.0
10.0
86.0
Strongly
14
14.0
14.0
100.0
Valid Strongly Agree
disagree
Total
100
4
10
100.0
Table: 4.4
16
Customer service
Offers and schemes
Product quality
Reach ability
Product variety
22
38
Chart: 4.4
Interpretation
100.0
From the table and figure it is clear that most of the respondents in reliance fresh 38% of respondents
attracted to reliance because of offers and schemes 22% attracted with product quality,10% are
interested with reach ability . Only 4% of respondents are attracted with product variety.
5.) The store employees are prompt in serving and are very helpful

Cumulative
Frequency Percent
22
22.0
22.0
22.0
Agree
56
56.0
56.0
78.0
Neutral
16
16.0
16.0
94.0
disagree
4.0
4.0
98.0
Strongly disagree 2
2.0
2.0
100.0
Total
100
4 2
16
100.0
Table: 4.5
100.0
22
strongly agree
Agree
Neutral
Disagree
Strongly disagree
56
Chart: 4.5
Interpretation
In the above chart says 56% of respondents are agree that reliance fresh employees are
prompt in serving and 22% stongly agree, and 16% says its neutral.
6.) Do you feel that the reliance employees are enthusiastic & knowledgeable?
RELIANCE
EMPLOYEES
ARE
ENTHUSIASTIC&KNOWLEDGABLE
Cumulative
Frequency Percent
22
22.0
22.0
22.0
Agree
50
50.0
50.0
72.0
Neutral
16
16.0
16.0
88.0
disagree
10
10.0
10.0
98.0
Strongly
2.0
2.0
100.0
disagree
Total
100
10
100.0
Table: 4.6
22
16
100.0
strongly agree
Agree
Neutral
Disagree
Strongly disagree
50
Chart: 4.6
Interpretation
from the above chart 50% of the reliance fresh customers agree that reliance employees are
enthusiastic & knowledgeable ,22% strongly agree, and 2% strongly disagree.
7,) Are you satisfied with the offers in reliance?
OFFER SATISFACTION
Cumulative
Frequency Percent
18
18.0
18.0
18.0
Agree
46
46.0
46.0
64.0
Neutral
24
24.0
24.0
88.0
disagree
8.0
8.0
96.0
Strongly disagree 4
4.0
4.0
100.0
Total
100.0
100.0
100
Table: 4.7
18
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
24
46
Chart: 4.7
Interpretation
In the above chart says that 18%are strongly agreed with the offers in reliance, 46% agree
with reliance store offers, 24 % are neutral, and 8% strongly disagree with reliance store
offers,
8.) Are the Promotional offers satisfactory?

Cumulative
Frequency Percent
8.0
8.0
8.0
Agree
44
44.0
44.0
52.0
Neutral
40
40.0
40.0
92.0
Disagree
6.0
6.0
98.0
Strongly
2.0
2.0
100.0
disagree
Total
100
40
100.0
Table: 4.8
100.0
44
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Chart: 4.8
Interpretation
From the table and above chart 44% agree that Promotional offers satisfactory, 40% are
neutral ,8% strongly agree, and 2%strongly disagree Promotional offers. In reliance.
9.) The Advertisement Display Help in Your Purchase Decision
INFLUENCE OF ADVERTISEMENT DISPLAY IN PURCHASE

DECISION
Cumulative
Frequency Percent
16
16.0
16.0
16.0
Agree
40
40.0
40.0
56.0
Neutral
30
30.0
30.0
86.0
disagree
10
10.0
10.0
96.0
Strongly
4.0
4.0
100.0
disagree
Total
100
10
100.0
Table: 4.9
100.0
16
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
30
40
Chart: 4.9
Interpretation
From the chart its clear that 40% of the respondents in the reliance
store
are agree
Advertisement Display Help in Purchase Decision,30% are neutral, 16% strongly agrees, and
10 % disagree
10.) The reliance staff have sufficient product knowledge

Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
Strongly Agree
18
18.0
18.0
18.0
Agree
56
56.0
56.0
74.0
Neutral
20
20.0
20.0
94.0
Disagree
2.0
2.0
96.0
Strongly disagree
4.0
4.0
100.0
Total
100
100.0
100.0
Table: 4.10
2 4
18
20
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
56
Chart: 4.10
Interpretation
From the above table and chart 56% of the respondents agree with reliance staff have
sufficient product knowledge, 20 % of the respondents are neutral, 18 % strongly agree, and
4% strongly disagree.
11.) The location of the store is convenient & proximate
STORE LOCATION
Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
Strongly Agree
12
12.0
12.0
12.0
Agree
30
30.0
30.0
42.0
Neutral
10
10.0
10.0
52.0
disagree
6.0
6.0
58.0
Strongly disagree
42
42.0
42.0
100.0
Total
100
100.0
100.0
Table: 4.11
12
42
30
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
10
Chart: 4.11
Interpretation
In chart it is clear that 42% of the respondents clearly disagree with location of the store is
convenient & proximate, 30% are agree store location is convenient , and 6 % are disagree.
12.) The Store provides Merchandise, Fresh and latest Products

Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
Strongly Agree
14
14.0
14.0
14.0
Agree
46
46.0
46.0
60.0
Neutral
22
22.0
22.0
82.0
disagree
12
12.0
12.0
94.0
Strongly disagree
6.0
6.0
100.0
Total
100
100.0
100.0
Table: 4.12
6
12
14
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
22
46
Chart: 4.12
Interpretation
In the chart it shows that 46% of the respondents are agreed that Store provides Merchandise,
Fresh and latest Products, 22% on the respondents are neutral, and 12% respondents are
disagree.
13.) The service at reliance store is fast and efficient?

Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
Strongly Agree
12
12.0
12.0
12.0
Agree
56
56.0
56.0
68.0
Neutral
20
20.0
20.0
88.0
Disagree
8.0
8.0
96.0
Strongly disagree
4.0
4.0
100.0
Total
100
100.0
100.0
Table: 4.13
12
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
20
56
Chart: 4.13
Interpretation
In the above table and chart 56% respondents Clearly agree that service at reliance store is
fast and efficient.20% of the respondents are neutral,12% are strongly agree with that,and 8%
disagree.
14.) The staff in the Reliance store are helpful in purchase selection

Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
Strongly Agree
24
24.0
24.0
24.0
Agree
48
48.0
48.0
72.0
Neutral
16
16.0
16.0
88.0
disagree
8.0
8.0
96.0
Strongly disagree
4.0
4.0
100.0
Total
100
100.0
100.0
Table: 4.14
4
24
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
16
48
Chart: 4.14
Interpretation
in the above pie chart its clear that 48% agree staff in the Reliance store are helpful in
purchase selection, 24% strongly Agree and 16 %neutral , 6% disagree with that and 4% of
the respondents strongly disagree.
15.) Do you get individual attention in the store.

Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
Strongly Agree
6.0
6.0
6.0
Agree
56
56.0
56.0
62.0
Neutral
24
24.0
24.0
86.0
disagree
10
10.0
10.0
96.0
Strongly disagree
4.0
4.0
100.0
Total
100
100.0
100.0
Table: 4.15
10
6
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
24
56
Chart: 4.15
Interpretation
From the research its shows that most of the customers get individual attention in the
store.24% of the respondents are neutral opinion, 10% disagree with that, 6% of the
respondents are strongly disagree with it.
16.) The Store provides the facility to keep your personal Belongings

Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
Strongly Agree
28
28.0
28.0
28.0
Agree
50
50.0
50.0
78.0
Neutral
10
10.0
10.0
88.0
disagree
8.0
8.0
96.0
Strongly disagree
4.0
4.0
100.0
Total
100
100.0
100.0
Table: 4.16
4
28
10
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
50
Chart: 4.16
Interpretation
According to customer response in reliance store Thodupuzha , 50% of the respondents agree
Store provides the facility to keep personal Belongings,28 % strongly agree and 10 % of the
respondents having the neutral response.
17.) The store ambience clean and with bright lighting
STORE AMBIENCE
Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
Strongly Agree
8.0
8.0
8.0
Agree
56
56.0
56.0
64.0
Neutral
26
26.0
26.0
90.0
Disagree
6.0
6.0
96.0
Strongly disagree
4.0
4.0
100.0
Total
100
100.0
100.0
Table: 4.17
8
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
26
56
Chart: 4.17
Interpretation
From the above table and the chart says 56% of the respondents agree that store ambience
clean and with bright lighting, 26% are neutral responce,8% of the respondents are disagree
with that.
18.) The Price tags are convenient to see
PRICE TAG DISPLAY

Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
Strongly Agree
16
16.0
16.0
16.0
Agree
44
44.0
44.0
60.0
Neutral
30
30.0
30.0
90.0
disagree
6.0
6.0
96.0
Strongly disagree
4.0
4.0
100.0
Total
100
100.0
100.0
Table: 4.18
16
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
30
44
Chart: 4.18
Interpretation
In the chart 44% of the respondents agree that Price tags are convenient to see, 30% are
neutral response.16% strongly agrees that , 6% disagree, 4% strongly Disagree.
19.) The store has clean and Maintained Restrooms?

Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
Strongly Agree
10
10.0
10.0
10.0
Agree
60
60.0
60.0
70.0
Neutral
18
18.0
18.0
88.0
disagree
8.0
8.0
96.0
Strongly disagree
4.0
4.0
100.0
Total
100
100.0
100.0
Table: 4.19
10
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
18
60
Chart: 4.19
Interpretation
In above table and the chart 60 % of the respondents says store has clean and Maintained
Restrooms, 10% strongly agree with that , 18% of the respondents are neutral, and strongly
disagree respondents are 4%
20.) Are you getting Merchandise of high Quality of Different Brands and Varieties?

Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
Strongly Agree
18
18.0
18.0
18.0
Agree
50
50.0
50.0
68.0
Neutral
24
24.0
24.0
92.0
disagree
6.0
6.0
98.0
Strongly disagree
2.0
2.0
100.0
Total
100
100.0
100.0
Table: 4.20
18
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
24
50
Chart: 4.20
Interpretation
In the above chart says 50% respondents Cleary agree that reliance store provides
high
Quality of Different Brands and Varieties products to them, 24% having neutral
response,18% of the respondents strongly agree with it.
21.) The store layout is attractive at reliance

Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
Strongly Agree
10
10.0
10.0
10.0
Agree
52
52.0
52.0
62.0
Neutral
22
22.0
22.0
84.0
disagree
10
10.0
10.0
94.0
Strongly disagree
6.0
6.0
100.0
Total
100
100.0
100.0
Table: 4.21
10
10
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
22
52
Chart: 4.22
Interpretation
From the above chart 52% of the respondents says that layout is attractive at reliance,10 %
strongly agrees that, 22% neutral response, and 10% disagree with that .
22.) Are you getting the promised Services in the store

Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
Strongly Agree
2.0
2.0
2.0
Agree
52
52.0
52.0
54.0
Neutral
32
32.0
32.0
86.0
disagree
8.0
8.0
94.0
Strongly disagree
6.0
6.0
100.0
Total
100
100.0
100.0
Table: 4.22
32
52
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Chart: 4.22
Interpretation
In the above diagram and table most of the customers are agree that they get promised
Services in the store, 32% of the respondents are neutral, 8% of the customers are disagree
with it, 6% of the customers are strongly disagree with it.
23.) Is the store ambience is very helpful for shopping?

Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
Strongly Agree
10
10.0
10.0
10.0
Agree
52
52.0
52.0
62.0
Neutral
30
30.0
30.0
92.0
Disagree
4.0
4.0
96.0
Strongly disagree
4.0
4.0
100.0
Total
100
100.0
100.0
Table: 4.23
10
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
30
52
Chart: 4.23
Interpretation
From the Above table and graph, 52% of the respondents agree that store ambience is very
helpful for shopping, and 10% are strongly agree, 30% of the respondents are neutral, and 4%
of the respondents are disagree and strongly disagree.
Reliability
H1 Offers at reliance are strongly influence customer satisfaction
Descriptive Statistics
Mean
Std. Deviation
SATISFACTION OF STORE 2.36
.938
100
SERVICES
OFFER SATISFACTION
.997
100
2.34
Correlations
SATISFACTION
OF OFFER
STORE SERVICES
Pearson Correlation
SATISFACTION
OF
SATISFACTION
STORE 1.000
.948
SERVICES
OFFER SATISFACTION
Sig. (1-tailed)
SATISFACTION
.948
OF
1.000
STORE .
.000
SERVICES
OFFER SATISFACTION
N
SATISFACTION
.000
OF
STORE 100
100
OFFER SATISFACTION
100
100
SERVICES
Model Summary
Std.
Mod
el
1
R
.948
Error Change Statistics
Adjusted R of
the R
Square F
Sig.
Square
Square
Estimate
Change
Change df1
df2
Change
.899
.898
.300
.899
871.166 1
98
.000
a. Predictors: (Constant), OFFER SATISFACTION
Coefficientsa
Model
1
Unstandardized
Standardized
95.0% Confidence Interval
Coefficients
Coefficients
for B
Std. Error
(Constant)
.274
.077
OFFER
.892
.030
Beta
.948
SATISFACTION
a. Dependent Variable: SATISFACTION OF STORE SERVICES
Sig.
Lower Bound Upper Bound
3.567
.001
.122
.426
29.516
.000
.832
.951
Interpretation
The mean value of store offers at reliance store is 2.34, this shows that the customers agree
that they are satisfied with reliance store offers. The Pearson correlation value is 0.948 this
shows that offers in reliance strongly influence in customer satisfaction. There for the
hypothesis may be accepted.
Responsiveness
H2 Promptness of reliance staff strongly influence customer satisfaction
Mean
Std. Deviation
SATISFACTION OF STORE 2.36
.938
100
SERVICES
STORE EMPLOYYES ARE 2.08
.849
100
PROMPT IN SERVING AND

HELPFUL
Correlations
STORE
ARE
SATISFACTION
Pearson Correlation
SATISFACTION OF STORE SERVICES
EMPLOYYES
PROMPT
OF SERVING
STORE SERVICES
HELPFUL
1.000
.877
STORE EMPLOYYES ARE PROMPT IN .877
IN
AND
1.000
SERVING AND HELPFUL

Sig. (1-tailed)
.000
STORE EMPLOYYES ARE PROMPT IN .000
SERVING AND HELPFUL

N
100
100
STORE EMPLOYYES ARE PROMPT IN 100
100
SERVING AND HELPFUL
Model Summary
Change Statistics
Adjusted
Model R
1
.877
R Std. Error of R
Square
R Square
Square
the Estimate
Change
F Change
df1
df2
Sig. F Change
.769
.767
.453
.769
326.592
98
.000
a. Predictors: (Constant), STORE EMPLOYYES ARE PROMPT IN SERVING AND HELPFUL
Coefficientsa
Standardized
95.0% Confidence Interval for
Unstandardized Coefficients Coefficients

Model
1
Std. Error
.345
.120
EMPLOYYES .969
.054
(Constant)
STORE
ARE
PROMPT
SERVING
Beta
.877
B
t
Sig.
2.870
.005
.107
.584
18.072
.000
.862
1.075
IN
AND
HELPFUL
Interpretation
The mean value of store employees being prompt in services is 2.08. This shows that the
respondents agree to this statement. The Pearson correlation value is 0.877 and shows a
strong influence on customer satisfaction. There for the hypothesis may be accepted.
Assurance
H3 Enthusiasm & knowledge of reliance employees strongly influence customer satisfaction.

RELIANCE
EMPLOYEES
Mean
Std. Deviation
2.36
.938
100
ARE 2.20
.964
100
Correlations
RELIANCE
EMPLOYEES
SATISFACTION
OF ENTHUSIASTIC&KNO
STORE SERVICES
Pearson Correlation
WLEDGABLE
SATISFACTION OF STORE SERVICES 1.000
.925
RELIANCE
1.000
EMPLOYEES
ARE
ARE .925
Sig. (1-tailed)
SATISFACTION OF STORE SERVICES .
.000
RELIANCE
EMPLOYEES
ARE .000
N
SATISFACTION OF STORE SERVICES 100
100
RELIANCE
100
EMPLOYEES
ARE 100
Model Summary
Change Statistics
Adjusted
Model R
1
.925
R Std. Error of R
Square
R Square
Square
the Estimate
Change
F Change
df1
df2
Sig. F Change
.856
.855
.357
.856
583.304
98
.000
a. Predictors: (Constant), RELIANCE EMPLOYEES ARE ENTHUSIASTIC&KNOWLEDGABLE
ANOVAb
Model
1
Sum of Squares
df
Mean Square
Sig.
Regression
74.520
74.520
583.304
.000a
Residual
12.520
98
.128
Total
87.040
99
a. Predictors: (Constant), RELIANCE EMPLOYEES ARE ENTHUSIASTIC&KNOWLEDGABLE

b. Dependent Variable: SATISFACTION OF STORE SERVICES
Coefficientsa
Model
1
Unstandardized
Standardized
Coefficients
Coefficients
Std. Error
(Constant)
.380
.089
RELIANCE
.900
.037
EMPLOYEES
Beta
.925
Sig.
4.249
.000
.203
.557
24.152
.000
.826
.974
ARE
ENTHUSIASTIC&KNO
WLEDGABLE
Interpretation
The mean value of reliance employees enthusiasm and knowledge
is 2.20, this shows that
the customers agree that they are satisfied . The Pearson correlation value is 0.925 this shows
that enthusiasm and knowledge level of employees make a strong influence in customer
satisfaction. There for the hypothesis may be accepted.
Empathy
H4 Individual attention to customers strongly influence customer satisfaction.
Mean
Std. Deviation
STORE 2.36
.938
100
SERVICES
INDIVIDUAL ATTENTION IN 2.50
.905
100
SATISFACTION
STORE
OF
Correlations
SATISFACTION
Pearson Correlation
Sig. (1-tailed)
N
OF INDIVIDUAL
STORE SERVICES
ATTENTION IN STORE
1.000
.929
.929
1.000
.000
.000
100
100
100
100
Model Summary
Change Statistics
Adjusted
Model R
1
.929
R Std. Error of R
Square
R Square
Square
the Estimate
Change
F Change
df1
df2
Sig. F Change
.863
.862
.349
.863
617.064
98
.000
a. Predictors: (Constant), INDIVIDUAL ATTENTION IN STORE
ANOVAb
Model
1
Sum of Squares
df
Mean Square
Sig.
Regression
75.111
75.111
617.064
.000a
Residual
11.929
98
.122
Total
87.040
99
a. Predictors: (Constant), INDIVIDUAL ATTENTION IN STORE

Coefficientsa
Model
1
Unstandardized
Standardized
Coefficients
Coefficients
Std. Error
(Constant)
-.047
.103
INDIVIDUAL
.963
.039
Beta
.929
ATTENTION IN STORE
Sig.
-.460
.646
-.252
.157
24.841
.000
.886
1.040
Interpretation
Individual attention in reliance stores mean value is 2.50. This shows that the respondents
agree to this statement. The Pearson correlation value is 0.925 and shows a strong influence
on customer satisfaction. There for the hypothesis may be accepted.
Tangibility
H5 Good store influence strongly influence customer satisfaction
Mean
SATISFACTION
OF
SERVICES
STORE AMBIENCE
Std. Deviation
STORE 2.36
.938
100
2.42
.878
100
Correlations
SATISFACTION
STORE SERVICES
Pearson Correlation
SATISFACTION
OF
STORE 1.000
OF
STORE AMBIENCE
.943
SERVICES
STORE AMBIENCE
Sig. (1-tailed)
SATISFACTION
OF
.943
STORE .
1.000
.000
SERVICES
STORE AMBIENCE
N
SATISFACTION
OF
.000
STORE 100
100
100
100
SERVICES
STORE AMBIENCE
Model Summary
Change Statistics
Adjusted
Model R
1
.943
R Std. Error of R
Square
R Square Square
the Estimate
Change
F Change df1
df2
Sig. F Change
.889
.314
.889
787.172
98
.000
.888
a. Predictors: (Constant), STORE AMBIENCE
ANOVAb
Model
1
Sum of Squares
df
Mean Square
Sig.
Regression
77.404
77.404
787.172
.000a
Residual
9.636
98
.098
Total
87.040
99
a. Predictors: (Constant), STORE AMBIENCE

Coefficientsa
Standardized
Unstandardized Coefficients Coefficients

Model
1
Std. Error
(Constant)
-.076
.092
STORE
1.007
.036
Beta
.943
B
T
Sig.
Lower Bound
Upper Bound
-.828
.409
-.260
.107
28.057
.000
.936
1.078
AMBIENCE
Interpretation
The mean value of reliance store ambience is 2.42, this shows that the customers agree that
they are satisfied. The Pearson correlation value is 0.943 this shows that store ambience
strongly influence in customer satisfaction. There for the hypothesis may be accepted.
CHAPTER 5
FINDINGS SUGESTIONS AND CONCLUSION

The following were the major findings of the study which attempted to study the dimensions
affecting customer perceptions
Findings
Most of the customers in the reliance store customers are under the age group of 45
to 54
Majority of the respondents are females and especially house wives.
In reliance fresh most of the customers are attracted by varies offers and Schemes.
Reliance Customers agree that employees are enthusiastic & knowledgeable &
employees are prompt in serving

Most of reliance store customers satisfied with reliance store offers and promotional
offers
Reliance advertisement display help to customers help to take purchase decision.
The location of the store is not convenient & proximate
Reliance store provides Merchandise, Fresh and latest Products and also provides high
Quality of Different Brands and Varieties to customers.

Most of the customers in the reliance agree that service at reliance store is fast and
efficient.
Staff in the Reliance store is helpful in purchase selection & they get individual
attention in the store.

Store provides the facility to customers to their keep personal Belongings .
Reliance store ambience clean and with bright lighting and store layout very helpful
for shopping. .
In reliance store Price tags are convenient to see.
Reliance store provides clean and maintained rest rooms to their customers.
The offers at reliance store strongly influence on customer satisfaction
The promptness of reliance staff are directly related to customer satisfaction
The knowledge of store employees is a major attribute of customer satisfaction
The individual attention in the store and store ambiance satisfy the customers in
reliance
Recommendations
Reliance Employees could try to increase their product knowledge.

Promotional offers must redesign to satisfy the existing customers in reliance and
attract new customers,

Employees in the store must be up-to-date about the product knowledge.
Reliance store located in Thodupuzha must change their location to a customer
convenient place
Reliance fresh must retain and provide more attractive offers for attracting the new
customers.
Reliance staff must help the customers to make a purchase decision more easily.
Reliance store must feel the employees that their personal belongings are safe in the
store
Reliance store ambience is now very helpful for shopping and the employees are must
maintain and must increase the customer satisfaction.

The advertisement displays are placed in convenient places.
Introduction of new offers and increased product quality will surely increase the
customer satisfaction.
Each and every employees in the store will try to give individual attention to the
customers to satisfy the customers
CONCLUSION
This study that is attempted to understand the customer perceptions so that the store
can improve upon in the areas where the customers do not have good perceptions.
Ascertaining customers perception becomes very complicated when it comes store tailing, as
it is a part of service sector. Lot of complications are involved in ascertaining the perception
like firstly, retailing is a service (which is intangible)and secondly, it is very difficult to
understand how the customers perceive. So understanding the customers perception helps
the store to improve itself in many areas,
From the study on the Customer Satisfaction of reliance fresh, it is clear that majority
of the customers are satisfied with the products, services offers, employee behaviour an store
lay out . Reliance retail is already having a good image in the market. This study helps to
identify the customer perception and satisfaction of customers and also helps the company
to improve their performance according to that. Customers are having good opinion about
services of reliance fresh . After analyzing and interpreting the data received from the
respondents, it may be concluded that maximum customers are satisfied with the reliance
fresh or reliance retail service quality.

Abhilash Sebastian Final Project

Hochgeladen von

Dokumentinformationen

Originaltitel

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Abhilash Sebastian Final Project

Hochgeladen von

Copyright:

Verfügbare Formate

A STUDY ON THE SERVQUAL FACTORS

AFFECTING CUSTOMER PERCEPTION

A Project Report submitted to

DEPARTMENT OF MANAGEMENT STUDIES

VISWAJYOTHI COLLEGE OF ENGINEERING AND TECHNOLOGY,

This is to certify that the project report A STUDY ON THE SERVQUAL

1.1. Background of the Problem.

1.2. Significance of the Problem.

1.3. Objectives of the Study.

1.4 Scope of the Study.

1.5 Research methodology.

1.6 Methods of data collection.

1.7 Sample Size

1.8 Period of study

The sample size is only 100.

Accuracy of information cannot be ensured since a few respondents answered the

2.1.2 Products & brands

the manufacture of petroleum products, polyester products, polyester intermediates, plastics,

Petroleum Refining and Marketing business

Oil and Gas Exploration & Production business Others

2.1.4 Financial Position

2.1.5 Subsidiaries & Divisions

6. Reliance Market, Reliance market

2.2 INDUSTRY PROFILE

Retail Industry in India

kirana stores - as merchants for accepting digital payments.

pay- ment services to Jabong's customers.

access of the latter's tablet range.

online retail market.

to has- ten deliveries.

interest in Indias growing retail market.

(US$ 80.38- 96.46 million).

2.3 REVIEW OF LITERATURE

To Perceive = {to see, to hear, to touch, to taste, to smell, to sense - internally}

Dimensions of Service quality

unorganized (Traditional) retail market is expected to grow at an average annual rate of 10

3.1.1 Statement of the Problem

3.1.2 Research Objective

3.1.3 Research Question

1. What is the relationship between gender and perception factors?

H0. Enthusiasm & knowledge of reliance employees strongly influence customer

3.2. THE STEPS FOLLOWED IN THE STUDY

3.4. DATA COLLECTION

Geometric mean (GM)

Harmonic mean (HM)

Valid Percent Percent

Valid Age betwen 18 to 24

Age betwwen 55 and 18

Valid Percent Percent

Valid Male respondents

3.) Occupation of the respondents.

OCCUPATION OF THE RESPONDENTS

Valid Percent Percent

Valid Percent Percent

Valid Strongly Agree

STORE EMPLOYYES ARE PROMPT IN SERVING AND HELPFUL

Valid Percent Percent

Valid Strongly Agree

Valid Percent Percent

Valid Strongly Agree

enthusiastic & knowledgeable ,22% strongly agree, and 2% strongly disagree.

7,) Are you satisfied with the offers in reliance?

Valid Percent Percent