A

Presentation
On
The study of customer satisfaction at dmart

Presented to:
Prof.Amit patel
Presented to:
Heena maheshwari(147080592012)
Jigna patel (147080592016)

FLOW OF PRESENTATION
1.

Introduction

2.

Background of study

3.

Research Methodology

4.

Data Analysis and Interpretation

5.

Findings

6.

suggestion

7.

Bibliography

INTRODUCTION

INTRODUCTION OF DMART

Type

Private

Industry

Retailing

Founded

2005

Founder

R K Damani

Headquarters

Mumbai, India

Number of locations

93 (2015)

Area served

India

Products

Department store

Website

www.dmartindia.com

OVERVIEW OF WORLD MARKET:

Widely respected in the business world as an astute investor in the

Indian equity market, Mr. Damani has built a company that constantly
strives towards developing a deep understanding of customer needs and
satisfying them with the right products.

A firm believer in core business fundamentals and strong ethical values,

Mr. Damani has built DMart into an efficient, large and profitable retail
chain that is highly respected by customers, partners and employees a
like.

BACKGROUND OF STUDY

PURPOSE OF THE RESEARCH & RESEARCH OBJECTIVE

Purpose of the study is to measure overall customer satisfaction with regard

to price of goods, quality, store display and design at D Mart.

To determine the satisfaction level of customer services at Dmart.

To determine the satisfaction with regard to prices of the product

To determine satisfaction with regard to quality of goods.

To determine satisfaction with regard to Store display & Design

To assess the effectiveness of various promotional schemes on visitors at

dmart.

HYPOTHESIS OF THE STUDY

H0:

satisfaction of customer service is not Related

H1:

satisfaction of customer service provided to content by Dmart

H0:

customers not satisfy to with regard price

H2:

customer satisfy to with regard price

H0:
H3:
H0:
H4:

acceptability and effect of not various schemes on visitors at

dmart

acceptability and effect of various schemes on visitors at dmart

Not impact of price on product purchase
impact of price on product purchase

RESEARCH METHODOLOGY

Research method

Survey

Sampling

Non probability

Target population

All customer of dmart

Sample unit

Individual customers

Sampling method

Convenience sampling

Sample size

300

Contact method

interview

Data collection tools

questionnaires

DATA ANALYSIS
AND
INTERPRETATION

How frequently do you visit this store?

Is the store location convenient to find?

For how long have you been shopping from the d-mart?

CHI-SQUARE BETWEEN SHOPPING

BEHAVIOR AND DEMOGRAPHIC FACTOR
No
1
2
3
4
5
6
7
8

Null Hypothesis
Ho:The gender & Pre planned shopping
behavior is not related
Ho:The gender & Impulsive shopping behavior
is not related
Ho: The highest level of education & Pre
planned shopping behavior is not related
Ho: The highest level of education & Impulsive
shopping behavior is not related
Ho: The age & pre planned shopping behavior is
not related
Ho: The age & Impulsive shopping behavior is
not related
Ho: The monthly income & Pre planned
shopping behavior is not related
Ho: The monthly income & Pre planned
shopping behavior is not related

P value

Decision

0.108

Fail to reject

0.17

Fail to reject

reject

0.497

Fail to reject

0.53

Fail to reject

0.589

Fail to reject

0.213

Fail to reject

0.219

Fail to reject

CUSTOMER SATISFACTION
No.

Customer satisfaction

Mean

Customer Satisfaction G mart

3.0967

Customer Satisfaction Big bazaar

3.2400

Customer Satisfaction National handloom

3.3367

Customer Satisfaction other

4.0267

Customer Satisfaction-d mart

4.6667

Customer Satisfaction Reliance fresh

4.8000

Customer Satisfaction B Mart

4.8333

CUSTOMER SATISFACTION
180
160

153

150

Rank 1

140

Rank2

125
120

110

104
100

89

87

110

Rank3
90

89
81

80

66

63

Rank5

60
41

40
20

17

16
5

5
00

Rank6

16

17

16

4
0

Rank4

3
0

Rank7

16 16
5

1
00

QUALITY OF THE PRODUCT

No

Quality of product

Mean

Quality of product G mart

3.2400

Quality of product National handloom

3.3333

Quality of product Big bazaar

3.3900

Quality of product other

3.8967

Quality of product B Mart

4.6500

Quality of product D-mart

4.7233

Quality of product Reliance fresh

4.7667

QUALITY OF THE PRODUCT

160

149
137

140

Rank1

120

116

114

Rank2

105
100
83
80

96

90
85

74

71

87
Rank4

75

71

63

Rank3

63
59

60

59

Rank6

43
40
20

34

1213

20

20

20 21

16

13

00

Rank7
20
13 13

17

13

4
0

Rank5

4
0

PARAMETERS FOR THE CUSTOMER SERVICE

N0.

The customer service

Mean

Speed of reaching a representative

3.9567

Professional conduct

3.6333

Bill Clarence

3.5967

Greeted you pleasantly

3.4200

Thanked you for your business

3.3733

Overall courtesy and helpfulness

3.3067

Knowledge and efficiency in helping you

2.9733

Recognized you as a valuable customer

2.8167

Paid attention to you and addressed you by name

2.5400

IMPORTANT FACTOR FOR THE CUSTOMER SERVICE

COMPONENT
1

Factor 1

Knowledge and
efficiency in helping
you

.757

Overall courtesy and

helpfulness

-.506

Bill Clarence
Factor 2

Recognized you as a
valuable customer
Thanked you for your
business

Factor 3

.
580
.
712
-.765

Professional conduct

.739

Greeted you
pleasantly

.582

CORRELATION BETWEEN CUSTOMER SATISFACTION AND CUSTOMER SERVICE

No.

H0

There is no significant relation between ranks of "Customer satisfaction at

D'mart " and "speed of reaching a representative"
There is no significant relation between ranks of "speed of reaching a
representative" and "Professional conduct "
There is no significant relation between ranks of "Professional conduct"
and "Greeted you pleasantly"
There is no significant relation between ranks of "Professional conduct"
and "Bill Clarence"

P Value

Decision

0.243

Fail to reject
(H0)

0.049

reject

0.007

reject

0.003

reject

There is no significant relation between ranks of "Greeted you pleasantly"

0.019
and "Overall courtesy and helpfulness "

reject

There is no significant relation between ranks of "Greeted you pleasantly"

0.025
and "Overall courtesy and helpfulness"

reject

There is no significant relation between ranks of "Recognized you as a

valuable customer " and "Thanked you for your business"

reject

reject

0.003

reject

0.02

reject

0.025

reject

1
2
3
4

8
9
10
11

There is no significant relation between ranks of Knowledge and

efficiency in helping you" and "Overall courtesy and helpfulness "
There is no significant relation between ranks of "Knowledge and
efficiency in helping you " and "Bill Clarence "
There is no significant relation between ranks of "Overall courtesy and
helpfulness " and "Thanked you for your business"
There is no significant relation between ranks of "Bill Clarence " and
"Greeted you pleasantly"

SATISFACTION LEVELS FOR IN STORE FACTORS.

N0.

Satisfaction level in store factor

Mean

Proportion of Lighting

3.5533

Locating the product

3.5200

Air quality

3.4900

Quality of Interior

3.4800

Ambience

3.3067

Cleanliness

3.2233

Selves Layout

3.2200

Store Layout

3.1233

CORRELATION BETWEEN CUSTOMER

SATISFACTION AND SATISFACTION STORE FACTOR
No.

H0

P Value

Decision

There is no significant relation between ranks of "Air quality "

and "Cleanliness "

0.026

reject

There is no significant relation between ranks of "Air quality"

and "Selves Layout "

0.024

reject

There is no significant relation between ranks of "Store Layout

" and "Quality of Interior"

0.016

reject

There is no significant relation between ranks of "Cleanliness"

and "Air quality"

0.026

reject

There is no significant relation between ranks of "Cleanliness"

and "Locating the product

0.047

reject

There is no significant relation between ranks of "Quality of

Interior" and "Store Layout"

0.016

reject

There is no significant relation between ranks of "Selves

Layout" and "Cleanliness"

reject

There is no significant relation between ranks of "Selves

Layout" and "Air quality"

0.024

reject

There is no significant relation between ranks of "Ambience "

and "Air quality "

0.001

reject

SATISFACTION LEVEL IN PRODUCT PRICE

No.

Satisfaction level in product price

Mean

Overall Price satisfaction

3.6267

Discounts

3.5967

Low price

3.3767

Promotion Offers

3.2533

CORRELATION BETWEEN PRODUCT PRICE AND SATISFACTION LEVEL IN

PRODUCT PRICE.
No.

H0

P Value Decision

There is no significant relation between ranks of

0.035
"Overall Price satisfaction "and "Promotion Offers "

There is no significant relation between ranks of

"Product price D-mart" and "Overall Price
satisfaction "

0.814

Fail to reject
H0

There is no significant relation between ranks of

"Discounts " and "Low price "

0.063

Fail to reject
H0

There is no significant relation between ranks of

"Promotion Offers " and "Product price D-mart"

Fail to reject
H0

reject

SATISFACTION LEVEL IN PRODUCT QUALITY

NO.

Satisfaction level in product quality

Mean

Overall quality of the product

3.7667

Brand Trustworthiness

3.6400

Quality of packaging

3.6333

Choice Variety

3.4567

Product Variety

3.3133

CORRELATION BETWEEN QUALITY OF THE PRODUCT

AND SATISFACTION LEVEL IN PRODUCT QUALITY
N0.

H0

P Value Decision

There is no significant relation between ranks of "Product Variety

" and "Choice Variety "

0.007

reject

There is no significant relation between ranks of "Product Variety"

and "Brand Trustworthiness "

reject

There is no significant relation between ranks of "Product Variety

" and "Overall quality of the product"

0.009

reject

There is no significant relation between ranks of "Choice Variety "

and "Product Variety"

0.007

reject

There is no significant relation between ranks of "Product Variety"

and "Quality of packaging"

0.003

reject

There is no significant relation between ranks of "Brand

Trustworthiness " and "Product Variety "

reject

There is no significant relation between ranks of "Brand

Trustworthiness " and "Overall quality of the product"

0.001

reject

There is no significant relation between ranks of "Quality of

packaging" and "Choice Variety "

0.003

reject

There is no significant relation between ranks of "Overall quality of

the product " and "Brand Trustworthiness "

0.001

reject

FINDINGS
In

order to attract they should provide good parking facility.

Cleanliness

and hygienic environment is also the major concern for

dmart. Management needs to be focus on it.

Store

layout should also be develop in an efficient manner so that

customer can get things easily.

Customers

choose mall to shop because they all wants variety and

brands. According to customer it is economical as compared to other

places.

SUGGESTIONS
D-mart

should advertise regarding its outlets more often and should

spend more on advertising for greater reach.

Separate

billing counter should be provided for shoppers purchasing

few products / for faster customer turnover.

Operational

floor is mainly utilized for storage. D-mart should build

better storage shelves in the basement area, where back office is

situated.

BIBLIOGRAPHY

(http://www.ifrnd.org/Research%20Papers/J6(8)8.pdf)
(
https://fashionunited.in/news/business/d-mart-on-a-stead
y-growth-path/2015101412437
)
(
https://www.google.co.in/search?q=d%20mart%20total%20
turnover&ie=utf-8&oe=utf-8&aq=t&rls=org.mozilla:en-US
:official&client=firefox-a&source=hp&channel=np&gfe_r
d=cr&ei=nppSV7HFB9GL8Qf5sJz4Cg
)
(
https://www.google.co.in/search?q=d%20mart&ie=utf-8&o

THANK YOU