Document 55555

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UNIVERSITY OF INFORMATION TECHNOLOGY & SCIENCES

(UITS)

Term paper on Consumer satisfaction in Super Shop.

Course Title: Research Methodology for Business

Course code: MGT441

Submitted To:

Nazia Nabi

Lecturer of school of Business

Faculty Member of (UITS )

University of Information Technology & Sciences

Date of Submission: 11th August 2011

Submitted By:

(1) Abul Asad Saimon ID :08310125

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Letter of Transmittal

11th Auguest 2011

Nazia Nabi

Senior Lecture

University of Information Technology and Sciences

Baridhara Campus, Dhaka

Subject: Request to accept the Research Paper on Consumer satisfaction in Super Shop.

Dear Madam,

It is a great pleasure for us to submit our research paper on Super Shop. We haveprepared this paper as a partial fulfillment of the course “Research Methodology forBusiness”. We have learnt a lot while gathering the information to prepare this paper.

In preparing this report, we have tried our level best and worked with most sincerity theinformation and make it as well structured as possible. We will be obliged, if you kindlyaccept this Term paper. We are ready to make you clear regarding any confusion or

further clarification from this report.

Sincerely yours,

Abul Asad Saimon

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Acknowledgement

Compiling a Research paper is a rewarding task that requires both mental stamina andattention to detail. The varied nature of the matters dealt with has entitled references toomany sources, starting from books, Internet and to all of these we gladly acknowledgeour indebt ness for the ideas and information they have provided.

First of all, we would like to thank almighty Allah, who gave us the ability and strength tocarry out this report. Then we would like to convey my gratitude to Nazia Nabi our courseinstructor, for instructing us to do this report in proper way.

We are also very grateful to our families who always give us constant support andencouragement. Not to mention our friends who also inspired and helped us to finish ourwork.

Executive Summary

Super Store business is one of the popular businesses in the world. People areconsidering frequent shopping through them. So in course of time and with the growthrate of population and also appeal for high standard living, Super Shop business isgrowing in a high pace. The purpose of this report is to determine the consumer’scognitive behavior and attitude towards different Super shop. We present of our data

analysis in graphical presentation .At last we present conclusion & recommendation

CONTENTS

CHAPTER 1

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1.1. Introduction

1.2. Research Objective

1.3. Research Methodology

1.4. Limitations

CHAPTER 2

2.1. An Overview of Agora

2.2. An Overview of Meena Bazar

2.3. An Overview of Nandan

2.4. An Overview of PQS

CHAPTER 3

3.1 Data Analysis

CHAPTER 4

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4.1 Recommendations

4.2 Findings

CHAPTER 5

5.1. Conclusion

5.2 Reference

CHAPTER 1

1.1 Introduction:

Super Shops play an important role in our life. We have to buy our necessary things froma super shop. A super shop, also called a grocery store, is a self-service store offering awide variety of food and household merchandise, organized into departments. It is largerin size and has a wider selection than a traditional grocery store and it is smaller than ahypermarket or superstore.

The super Shop typically comprises meat, fresh produce, dairy, and baked goodsdepartments along with shelf space reserved for canned and packaged goods as well asfor various nonfood items such as household cleaners, pharmacy products, and pet

supplies. Most super Shop also sell a variety of other household products that areconsumed regularly, such as alcohol (where permitted), household cleaning products,medicine, clothes, and some sell a much wider range of nonfood products.

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1.2 Research Objective:

Customers are not much happy with the collection of various products. Thy also want thewell organized physical environment in super shop, and our main concern is to find outthe physical environmental factors and which factors are more important for targetcustomers. We are also trying to find out for which factors are more important forselecting a super shop.

1.3 Research Methodology:

Primary Data: In our paper we used Excel for data analysis and made a questionnaire forsurvey within 30 peoples. We have analyzed our data with 30 people’s given information.

Secondary Data: Secondary date we are help on past research and internet.

1.4 Limitations:

We faced several problems while preparing this report. Some of those as follow -

Unavoidable conditions: Some of the unavoidable conditions might have a deterringeffect on preparing the report. (Like, strikes, timing with the group members etc.)

Restriction within the problem: Non-cooperation from the customers in filling the survey

forms, hiding information might be the restrictions within the problem.

Absence of some information regarding data collection: While making the survey for datacollection, some of the information, which was really essential, might be hard to collect.

Cost: This report is also suffered by the cost limitation

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CHAPTER 2

2.1 An Overview of Agora

Rahimafrooz Superstores Ltd. (RSL) made a breakthrough in the urban lifestyles bylaunching the first retail chain in the country, ‘Agora’. Currently there are four Agoraoutlets at Gulshan, Dhanmondi, Moghbazar and Mirpurin Dhaka. With many more comingup at important locations in Dhaka andother major cities, Agora is endeavoring to fulfillthe everyday shoppingneeds of the urbanites through fair price, right assortment, andbest quality.Agora mainly focuses on food items – ranging from a wide variety of fish,meat, vegetables, fruits, bakery, dairy, and grocery – it also carries a vast array of otherhousehold, grocery, personal care, and miscellaneous products. At any point in time,there are nearly 20,000 different products available at Agora’s is committed to sustainingand growing as the most trusted, loved, and frequented retail chain.

Product Categories

Beverage

Fish

Fruit

Meat

Vegetable

Confectionary

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Baby products

Basic Households

Paper accessories

Outlet:

Agora has four outlets all over Dhaka situated in Dhanmondi, Gulshan, Mirpur, and

Moghbazar. It has placed its outlets in the prime centers of city which seems to bemuchconvenient to customers. Agora has also started their journey in Chittagong and Sylhettoo.

Offering:

Agora has some Promotional activities which maintain its appeal to the existingandpotential consumers. It has regular promotion of services, existing & new productsindaily newspaper to keep consumers aware of the available products. Also Agora hassome exclusive seasonal offer, price reduction, sales promotion to attract theconsumers as well. Many exclusive products like perfume, households and fresh basicfoods are available in Agora which is priced higher than traditional market. Mainly Agorasupplies many unusual unseasonable items which they priced higher because of theproduct unavailability in outside.

2.2 An Overview of Meena Bazar

Meena Bazar, which started its journey in 2002, has already extended its business toKhulna. The company has taken up a three-year plan to open outlets in Chittagong andSylhet and at eight points in Dhaka.” Positive customer response is inspiring moreinvestments in the thriving sector,” said Kazi Jamil Islam, executive director of Meena

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Bazar .

Product Categories:

* Beverage

* Fish

* Fruit

* Meat

* Vegetable

* Basic household

* Exclusive shirt, tie, shoes

* Accessories

* In house product like sweet, yogurt, herbal product.

Outlet :

At this moment, Meena bazaar is operating eight branches in Dhaka. InKhulna, they haveopened another branch.

Offering:

Meena Bazar is sometimes offering for their customer on various occasions.

2.3 An Overview of Nandan

One of them is Nandan Mega Shop. Nandan Group, with their first retailoutlet, Nandan

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Mega Shop, brought the like of Sainsbury’s in Bangladesh in the Year 2002. From 2002they continue running their business successfully. They have a wide product verity andalso give their customer quality product and service.

Product Categories

* Meat

* Fish

* Fruit

* Beverage

* Vegetable

* Basic household

* Shoe

* Musical CD, DVD

* Medicine

Price:

The price of the product is including VAT. But sometimes they give various types of discount on the products. They follow company retail price for other’s goods. Sometimessale goods below market price

Outlet:

They have 3 outlets in the Dhaka city. Those are Dhanmodi, Gulshan, Kakrailand Uttara.

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They are going to launch their own website very soon.

Offering:

To hold the present customer and catch the potential buyer, they offer various types of promotional activities. Like in Eid, 1st

boishak festival, Pujaetc. Arrange various types of festivals, weekends, 5 day longdiscount etc on their product.

2.4 An Overview of PQS

The first chain supermarket in Bangladesh is PQS, which was established in September2005 at Uttara in Dhaka

.

On the growth of the relatively new business, PQS tries to ensure customers’ satisfactionfrom the beginning and their quality products also attract customers.

Product Categories

* Meat

* Fish

* Fruit

* Beverage

* Vegetable

* Shoe

* Dress

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* Hand bag

* Showpieces

* Toys for kids

Outlet:

They have now five outlets at Uttara, Shanti Nagar , Dhanmondi,Gulshan andthe otherone is in Elephant Road.

Offering:

They make offer by colorful festoons and promotional poster hung in andoutside theshop, along with gimmicks like raffle draw in various occasion.Like Eid, puja etc.

CHAPTER 3

3.1 Data Analysis

Question 1: Gender

Answer Offered

Response Percentage

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Male 13 43.34%

Female 17 56.66%

Analysis: As we see that, approximately 57% female and 43% male respondents are co-

operating with us. And females are more interested to go super shops. We have learntfrom our survey that a female are not going there only for necessary goods, they alsogoing there for cosmetics, cloths and chock lets.

Question 2: Age

Answer Offered Response Percentage

Below 20 1 3.33%

20-29 20 66.68%

30-39 7 23.33%

40-49 1 3.33%

50 Above 1 3.33%

Analysis: About 67%, young age’s people are main customers of super shops. Andapproximately 24% peoples are 30-39 ages and 3% peoples are below 20, 40-49 and 50

above. So we can see that which peoples are visit there most of them are young.

Question 3: Family Income…..


Below 20,000 1 3.33%20,000-39,000 7 23.33%

40,000-59,000 8 26.68%

60,000-79,000 10 33.33%

80,000 Above 4 13.33%

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Analysis: As we see near about 33% people’s income is around 60,000-79,000 taka, andabout 27% people’s income is around 40,000-59,000 taka. So we have learnt from oursurvey that high class peoples are main customers of super shop. Middle class peoplesare also visit there but it is only 27%. 3% people’s income is below 20,000 taka, 23%people’s income is around 20,000-39,000 taka and about 14% people’s income is above80,000 taka.

Question 4: Occupation…..


Business 5 16.66%

Service Holder 13 43.34%

House Wife 6 20%

Student 6 20%

Analysis: Most of the peoples (43% approximately) are service holder, 20% respondentsare house wife and student, and 17% peoples are doing own business. As we see thatservice holder is top of the other occupation group.

Question 5: Which, if any, of the following supper shops have you visited recently forshopping?


Agora 10 33.33%

Nondon 8 26.68%

Mina Bazar 4 13.33%

Shopno 3 10%

Other 5 16.66%

Analysis: There are various types of super shop in Bangladesh and we offered in ourquestionnaire only four of them. But we also offered an option if any respondents haveanother choice, they can write their name. Agora is one where approximately 33%respondents are going for their daily shopping.

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Question 6: What was your reason to visit the supper shop?

Analysis: We have find through our survey that, all respondents are going their chosen

super shops only for shopping. And all of them are finding product availability, productquality and satisfaction there. But we have found only 2 respondents (out of 30) aregoing there just for look around.

Question 7: How were you informed about this supper shop?


Advertisements 8 26.66%

Website 0 0%

Family member/friends who have already visited this supper shop 19 63.34%

You did not have any information, just went there for shopping 3 10%

Brochure 0 0%

Others 0 0%

Analysis: 63% (approximately) respondents have said that, they informed about thissuper shop from their family member/friends who have already visited this supper shop.27% peoples informed from advertisement and only 10% peoples did not have anyinformation, just went there for shopping.

Question 8: Suppose one of your family members was to select a supper shop for

shopping. Please rate the importance of the following factors other than the productavailability in selecting a supper shop.

Location:

Answer Offered Not Important1 Less Important2 Neutral3 Important4Very Important5

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Response 0 0 2 4 24

Percentage 0% 0% 6.66% 13.34% 80%

Analysis: 80% People have said that, the Location is very important factor other than the

product availability in selecting a supper shop. On the other hand 13.34% respondentshave said that Location is important and 6.66% respondents are neutral. So, we can saythat the Location is very important factor for selecting a super shop.

Aesthetics:


Response 1 3 6 13 7

Percentage 3.33% 10% 20% 43.34% 23.33%

Analysis: Aesthetics means beauties. Around 43% respondents have said that theaesthetics is important for super shops but only 23% respondents said that it’s veryimportant for selecting a super shop. And 4% said not important, 10% said less importantand 20% respondents are neutral. So, we can say that Aesthetics is important forselecting a super shop.

Convenience:


Response 3 3 9 7 8

Percentage 10% 10% 30% 23.34% 26.66%

Analysis: Almost 30% peoples are neutral but 27% peoples have said that Convenience isvery important for selecting super shop and 23% respondents said important. 10%

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peoples have said Convenience is not important and less important for selecting a supershop.

Local Acceptance:


Response 4 6 9 5 6

Percentage 13.34% 20% 30% 16.66% 20%

Analysis: 30% respondents are totally neutral for supporting Local Acceptance. But 20%peoples are saying less important and another 20% peoples are saying very important.We can see in our graph majority is in neutral, so we can say that Local Acceptance is notmuch more important and not less important for selecting a super shop.

Shopping Equipments:


Response 1 0 3 9 17

Percentage 3.34% 0% 10% 30% 56.66%

Analysis: 57% respondents think that shopping equipments is very important and 30%think that shopping equipments is only important for selecting a super shop. 10% peoplesare neutral and only 3% peoples said that shopping equipments are not important forselecting a super shop.

External Outlook:


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Response 0 0 10 14 6

Percentage 0% 0% 33.33% 46.66% 20%

Analysis: External Outlook is only important, 47% peoples have said that. And only 20%

peoples said External Outlook is very important and 33% peoples are neutral. So we cansay that External Outlook is important for selecting a super shop.

Parking:


Response 4 3 6 7 10

Percentage 13.33% 10% 20% 23.34% 33.33%

Analysis: Parking is moderately important for everyone. 33% respondents said veryimportant and 23% respondents said only important. On the other hand 14% respondentsthink Parking is not important and 10% respondents think less important and 20%respondents are neutral.

Question 9: Please rate the importance of the following factors other than the abovefactors, which you want satisfactorily while shopping in a supper shop.

Employee’s Uniform:


Response 7 5 2 9 7

Percentage 23.34% 16.66% 6.66% 30% 23.34%

Analysis: Here we can see that 23% have said Employee’s Uniform is not important andon the other hand 23% respondents have said it is very important. But 30% respondentshave said Employee’s Uniform is important. So, through our survey we can say thatEmployee’s Uniform is important for customer’s satisfaction.

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Reasonable Price:

Answer Offered Not Important1 Less Important2 Neutral3 Important4

Very Important5

Response 0 0 0 1 29

Percentage 0% 0% 0% 3.33% 96.66%

Analysis: Every customer wants to buy product in Reasonable Price and that’s why 97%people said that Reasonable Price is very important in super shop’s product for theirsatisfaction. And only 3% respondents said Reasonable Price is important.

Baby Care:


Response 7 1 8 8 6

Percentage 23.34% 3.34% 26.66% 26.66% 20%

Analysis: Through our survey we have found that 27% people said Baby Care is importantand 27% peoples are neutral. On the other hand 23% people said Baby Care is notimportant and 20% people said it is very important for their satisfaction. So we can saythat Baby Care is moderately important for everyone.

Signs (name plate, exit, and entrance):



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Percentage 3.34% 0% 0% 43.33% 53.33%

Analysis: Sign means name plate, exit and entrance symbol. 53% respondents thinkSigns are very important and 43% respondents think it is only important for theirsatisfaction. S0, signs are important for super shop’s customers.

Security:


Response 0 0 0 8 22

Percentage 0% 0% 0% 26.66% 73.34%

Analysis: 73% respondents think Security is very important for shopping in a super shop.And only 27% respondents think it is only important. So, through our survey we can saythat Security is very important for everyone.

Salesman Attitude:



Percentage 0% 0% 0% 43.34% 56.66%

Analysis: 17 respondents (out of 30) have said Salesman Attitude is very important and

its frequency is 57%. On the other hand 43% peoples said it is important for theirsatisfaction.

Interior Decoration:

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Response 1 0 8 15 6

Percentage 3.34% 0% 26.66% 50% 20%

Analysis: 50% people said Interior Decoration is important and 20% said it is veryimportant but 27% respondents are neutral. So, it is clear that Interior Decoration isimportant for every respondent.

Billing Statements:


Response 1 1 3 7 18

Percentage 3.33% 3.33% 10% 23.34% 60%

Analysis: Billing Statements is very important 60% respondents have said that and 23%have said it is only important but 10% respondents are neutral. Through our survey itclear that Billing Statements is very important for all super shops customers.

Parking:


Response 4 3 4 9 10

Percentage 13.33% 10% 13.33% 30% 33.34%

Analysis: More then 60% (30%+33%) respondents have said that Parking is veryimportant and more then 10% (13%+10%) respondents have said it is not important. So,Parking is moderately important for everyone.

Expert Salesman:


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Percentage 0% 0% 13.33% 33.34% 53.33%

Analysis: Most of the people have said that Expert Salesman is very important and its

frequency is 53%. On the other hand 33% people said it is only important and 14%peoples are neutral. So Expert Salesman is important for everyone.

Question 10: Have you ever find any complaint to super shop management?


Yes 8 26.66%

NO 22 73.34%

Analysis: 73% respondents have no any complaints to their selecting super shop’smanagement but 27% said they have complaints. So, majority of our survey is sayingthat respondents have no any complaints to their selecting super shop’s management.

Question 11: Would you recommend this super shop your friends?


Never 4 13.34%

May be 13 43.33%

Definitely 13 43.33%

Analysis: Approximately 43% respondents have said that, they recommend this supershop for their friends. Also 43% respondents said may be, but only 14% said never. Itmeans that which respondents said definitely or may be they get better service from

their chosen super shop and which respondents said never they get lower service fromtheir chosen super shop.

CHAPTER 4

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4.1 Recommendations:

The goal of a super shop is to give the consumers good services. But in today we are not

getting that kind of services from all the shops. Some of the super shops have achievedgoodwill for doing better work. Like Agora, Nondon, PQS, Mina Bazar etc. The other shopscan follow their strategy.

Some super shop’s service is so bad and this information we gathered from ourrespondents. One of them Shopno, their product quality and service is not so good andthat’s why they can’t earn customer satisfaction. So we are suggest and recommend allsuper shops management if they are improve their super shop’s physical environmentthey can archive success.

4.2 Findings

After analyzing data we find various problems and their solution, such as:-

Females are more interested to go super shops

We find that which peoples are visit there most of them are young

We have learnt from our survey that high class peoples are main customers of super shop

We find that service holder is top of the other occupation group

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Agora is one where approximately 33% respondents are going for their daily shopping

We have find through our survey that, all respondents are going their chosen super shopsonly for shopping

63% (approximately) respondents have said that, they informed about this super shopfrom their family member/friends who have already visited this supper shop

80% People have said that, the Location is very important factor other than the productavailability in selecting a supper shop. We can say that the Location is very importantfactor for selecting a super shop.

Around 43% respondents have said that the aesthetics is important for super shops

Convenience is not much important for selecting a super shop

30% respondents are totally neutral for supporting Local Acceptance

57% respondents think that shopping equipments is very important

We can say that External Outlook is important for selecting a super shop

Parking is moderately important for everyone

Through our survey we can say that Employee’s Uniform is important for customer’ssatisfaction

Every customer wants to buy product in Reasonable Price and that’s why 97% peoplesaid that Reasonable Price is very important in super shop’s product for their satisfaction

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Baby Care is moderately important for everyone

Sign means name plate, exit and entrance symbol. 53% respondents think Signs are veryimportant

Through our survey we can say that Security is very important for everyone

Interior Decoration is important for every respondent

Billing Statements is very important for all super shops customers

Cross-Tabulation:

Location

Very Important Neutral Not Important

Male 11 1 0

Female 13 1 0

Reasonable Price

Gender Very Important Neutral Not Important

Male 13 0 0

Female 16 0 0

External Outlook


Male 3 5 0

Female 2 4 0

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Signs


Male 8 0 0

Female 8 0 0

Interior Decoration


Male 3 0 0

Female 3 0 1

Signs


Male 8 0 0

Female 8 0 0

Interior Decoration

Very Important Neutral Not ImportantMale 3 0 0

Female 3 0 1

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CHAPTER 5

5.1 Conclusion:

Super Shops is a most important part in our daily life. People are more easily shoppingthrough them. Super Shop business is growing in a high pace But they are maintainquality.

5.2 Reference

Internet

Past Survey report

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