Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

KARNATAKA UNIVERSITY, DHARWAD

INSTITUTE OF BUSINESS MANAGEMENT AND RESEARCH, HUBBALLI.

Major Concurrent Project (MCP)

A report on

“A STUDY ON CUSTOMER SATISFACTION TOWARDS MORE”

This Report

Submitted to

KARNATAKA UNIVERSITY, DHARWAD

In partial fulfilment of the requirement for the award of degree in

MASTER OF BUSINESS ADMINISTRATION

Carried during the academic year 2020-2021

Submitted by

SANGAMESH NEGALI
Registration No: 19MBA624

INTERNAL GUIDE: DIRECTOR:

Prof. SUNIL T PRATHAPAN Mrs. Rekha Mahendrakar

Director of MBA Dept IBMR
Asst. Professor
HUBBALLI

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

ACKNOWLEDGEMENT

I wish to express my heartfelt thanks to all those who were

involved in completion of my project entitled “ A STUDY ON

CUSTOMER SATISFACTION TOWARDS MORE”. Firstly, I wish to

express my sincere thanks to our Director, MBA department Mrs. Rekha
Mahendrakar has fully supported and encouraged me in this venture.

It is my privilege to have accomplished this study under the guidance of

my guide, Asst. Prof. SUNIL T PRATHAPAN, MBA Department IBMR,
Hubballi, for taking keen interest and guidance extended to me
throughout the project.

My sincere and affectionate regards to my parents for the immense

support which encouraged me to conclude this project on time. I
wouldn’t forget to thank all my faculty members of the Institute, friends
and everybody for their kind co-operation and help in this ma matter.

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

DECLARATION

I, SANGAMESH NEGALI, student of MBA 2nd semester,

Institute of Business Management and Research, Hubballi, hereby
declare that the project work entitled “A STUDY ON CUTOMER
SATISFACTION TOWARDS MORE” carried out at is submitted to
Karnataka University Dharwad through the Institute of Business
Management and Research, Hubballi, in partial fulfilment of the
requirements for the award of the Master of Business Administration
degree.

This project report is a Bonafaide work prepared by me under the

guidance of Asst. Prof. SUNIL T PRATHAPAN, MBA department of
Institute of Business Management and Research, Hubballi. The findings
and suggestions of this project report are based on the information
collected by me during the period of my study.

To the best of my knowledge and belief, the matter presented in this

report has not been submitted previously in part or full to any university
for the award of any degrees.

Date: SANGAMESH NEGALI

Place: Hubballi 19MBA624

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 Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

CONTENTS

CHAPTER CHAPTER NAME PAGE

NUMBER NUMBER
1 Executive Summary 6
2 Industry profile 7-14

3 Company profile 15-35

4 Introduction to the study 36-39

5 Data analysis and Interpretation 40-62

6 Findings 63-64

7 Suggestions 65

8 Conclusion 66

9 Bibliography 67

10 Annexure 68-70

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1.EXECUTIVE SUMMARY
The Indian Retail Industry is the largest among all the industries, accounting over
10% of the country’s GDP and around 8% of the employment. The retail industry in
India has come forth as one of the most dynamic and fast paced industries with
several players entering the market. But all of them have not yet tasted success
because of the heavy initial investments that are required to break even with other
companies and compete with them.

The important aspect in the marketing field is to analyse the customer needs and
thoughts. It is essential to know the customer preference before marketing any
product. Customer preferences are changing day to day as per their needs. So it is
important to analysis the customer preference to market a product. The main function
of marketing is to analyze the customer’s mindset and then advertising about the
product begins. The customer satisfaction is the fundamental thing in any business
organization. The Research work “A STUDY ON CUSTOMER SATISFACTION
TOWARDS ADITYA BIRLA RETAIL LIMITED (MORE) OUTLET WITH
SPECIAL REFERENCE TO SHIRUR PARK STORE, HUBLI”. To understand the
customer satisfaction level at Aditya Birla Retail Ltd (More). The satisfaction of a
customers towards more outlet were checked through a Questionnaire. Beside all
these key factors the questionnaire included various questions in relation to the overall
satisfaction of the more outlet.

The study has basically helped to know the customer satisfaction towards More outlet
of the Shirur park store. Most of the customers are satisfied with the quality of service
being provided by the More. They also satisfied with the availability of the products
and Variety of the products which are available in the store.

The display of the products at the more store is very good and customers feel that it is
very easy to find the products.

The research design is a descriptive research design and primary data have been
collected through 120 questionnaires with 17 questions using Graphs and Percentage
Method.

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2.INDUSTRY PROFILE
EVOLUTION OF INDIAN RETAIL SECTOR

How has retailing developed into this wide assortment of stores and merchandise,
where the consumer can pick and choose the types of store in which they wishes to
buy and the kind of merchandise which meets their approval? Retailing has been
developing for thousands of years as is evidenced by the earliest written records of
mankind. For almost every type of present day retail outlet, there is a counterpart or
forerunner in ancient and medieval civilization. Such retail outlets have for centuries
been serving people by procuring for them the necessities and luxuries which they
desired to own. As population increased and methods of transportation and
communication improved, retail stores expanded and grew proportionately. The
development of retailing was not a matter of physical growth alone, for in contrast
with the present day high standards and practices of progressive retailers stand the
fraudulent, dishonest methods of bartering practiced by the early traders. Let us see
how retailing has developed from a handful of adventurous traders several thousand
years ago to the 12 millions of retail establishments, of the present day in India.

STRUCTURE OF THE RETAIL INDUSTRY IN INDIA:

The fundamental purpose of the retail trade is to supply the needs of the public. When
one considers the almost infinite range of wants of an ordinary familyfrom food to
amusement, garden tools to needles, and clothes to carpets – it is not surprising that
there are a host of shops of every kind, and not only shops but barrows, newspaper
stands, markets, trading clubs, mail order warehouses, door to door salesmen and so
on. All these means of distributing goods are known collectively as Retail outlets.
They have all developed along their own lines to meet the demands of the people.

The term retailing refers to all forms of selling to the ultimate user, generally called
the consumer. At least three distinct types of retailing are carried on in India:

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1. Selling in the retail store, where under one roof is assembled a variety of
merchandise for sale to consumers; there are two forms of it one is organized sector
and the other is unorganized sector.
2. E-Commerce – mail order selling in which all forms of goods are attractively
portrayed in internet and the resultant orders filled by mail, express, parcel post or
freight.
3. House to house selling, in which salesmen call at the homes of consumers and
obtain orders for merchandise for present or future delivery.

Retail trade is conducted with the use of different formats. Format is the structure or
style of functioning, which creates a unique identity for retailers. There is retail
revolution taking place with more formats coming in the picture.

A) Traditional Format :
 Weekly Bazaars’ and Fair
The merchants and traders were permitted to set up a fair at the meeting place. Here
were sold the wares that would be needed on the long, strenuous journey ahead. Later,
fairs became annual events and merchants from far and near exhibited and sold of
grocery, utensils, spices, grain, clothing, handmade items, cosmetics and small
consumer durables. As fairs became increasingly popular with both the people urban
and rural people and other forms of entertainment became associated with them. As a
result in the eighteenth and nineteenth centuries fairs were principally places of
amusement with ornaments and gadgets becoming the principal articles sold. Today,
fairs are still annual events in many communities, particularly rural areas. Along with
various forms of entertainment, these fair have become exhibit places for the finest
products of the farms in the area. In cities, fairs are often sponsored by large
industries to exhibit the latest products. Haats, Mandis and Melas, are still very
important segment of the Indian life as it brings all essentials and trade in various
areas of the country.

 Kirana stores
As villages became more densely populated and began to expand into cities,some
general stores started to carry only one line of merchandise, such as groceries,dry

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goods or shoes. In small towns and cities alike there began to appear small retail
stores. Many of these were small family stores where parents and often their
childrenworked. In the same manner, many small retail stores are established and
operatedtoday. They are also known as Convenience stores or Mom and Pop Store.

 Hawkers
Hawker an individual seller who carrying wares through the streets andattracting
attention calling the people by using placards, signs or disclosingmerchandise in a
public place.

 Peddlers
Peddler is a retailer who do have fixed place for conducting his business butstill he
regularly carries the goods for sale with himself from place to place.

 Street vendors
Street Vendors who sale goods in a market found in large enclosed spacesinstead of
on a street particular day of the week.

B) Established Formats
 Public Distribution System
PDS is the largest single retail chain in the country. These makes available food
grains at a fair price to the economically backward class of people. Now thesePDS
has changes from typical rationing system to a social safety system with improved
quality of food grains and keep a check on the speculative tendencies in the market.

 Canteen Stores Department and the Post Offices

CSD and PO are also very significant outlets in Indian retail market. They are in large
number in the market.

 Khadi and Village Industries Commission (KVIC)

It is government backed outlets in India. Today KVIC has more than 7000 stores in all
over the nation. There is huge change in terms of its size and functioningof KVIC.

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The emerging of multi level shopping stores with parking facility.S.Kumar’s Bombay
Dyeing, Raymond’s were among few companies to come up with retail chains in
textile sector.

 Department Stores
Department stores began to develop in the last half of the nineteenth century, many of
them as outgrowth of dry goods stores which added other lines such as shoes, and
men’s clothing. A department store is a store offering a wide variety of goods under
one roof. As a convenience to their customers, some of the specialty stores began to
carry a related line in a separate section of the store. A department store is a retail
store that handles many different lines of merchandise such as piece goods, small
wares, women’s ready to wear and accessories, men’s and boy’s wear, and house
furnishing. It is structured into separate units for purposes of promotion, service,
accounting and control. The department stores have a number of distinct
characteristics. It is usually located in the busiest shopping district of a city or its
suburbs. Because of the many lines of merchandise the department store carries, it
appeals to a large number of people; also through the various services it offers in
addition to its wares, it seeks to attract people and to develop in them the habit
ofcoming into the store.

 Consumer co-operative stores

There are two types of consumer co-operative stores: the city or urban cooperative
store and the rural or farm co-operative. The city co-operative stores have been the
result of a group of people- while collar workers and middle income groups mainly
attempting to combat high prices of merchandise through profit elimination. Another
factor contributing to the development of urban co-operative stores was the desire to
establish standards of pertinent facts about merchandise, and to eliminate advertising
based on emotional appeals rather than facts.

C) Emerging formats :
Two factors brought about the development of today’s retailing. The first is the
growing domestic demand which cause a store to expand into a group of small shops

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under one roof. Demand growth in retail sector has been rising due to rising incomes,
growing purchasing power and increasing urbanization, implying higher consumption
at retail level. A second factor is the supply factors which is due to increase in
discretionary spending among people, increase in proportion of working women and
increase number of foreign retailers setting up in India in the recent past.

 Exclusive retail outlets

Today India has a host of both small and large formats with exclusive stores having
national and international brands under one roof catering to all sections of the society.

 Super-markets
Supermarkets have been a fairly recent development in the field of retailing. These are
large food stores carrying a variety of merchandise that the small and even medium-
sized grocery store cannot approximate. They are attractively arranged and present
almost the appearance of a department store. In many cities, corporate chain
organizations are closing their smaller units and building larger supermarkets to take
their places.

 Hypermarkets
Hypermarket is a store that combines a supermarket and a department stores. It
provides wide range of exclusive merchandise at low profit margins under one roof
including fresh groceries and apparel. Therefore, their operating cost is comparatively
less than other retail formats. When planned, constructed and executed correctly,
hyper mart caters to routine weekly shopping needs in one trip. E.g. Dmart, Big
Bazaar, Star Bazaar etc.

 Internal retail
As time passed, the new retail players moved on from manufacturing to pure retailing.
Retail outlets such as Food world in FMCG, Crossword in books, Music world and
Planet M in Music, entered the market during mid 1995.

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 Malls
It has a range of retail shops at a single outlet, endow with products, food
andentertainment under a roof. They are located mainly in metro cities, in proximity
to urban outskirts ranging from 60,000 sq. ft. to 7,00,000 sq. ft. and above. E.g.
Inorbit Mall, Metro Mall etc.

 Specialty Malls
Specialty malls are frequently operated by independent retailers. These stores make
their appeal on the basis of a single line or closely allied lines of goods.Because these
shops specialize in a limited filed, they are able to offer a wideassortment of goods, an
extensive range in sizes, and the newest styles. Since theirbuyers can concentrate on a
few lines, their knowledge of these lines is morecomplete than that of a buyer for
many different lines. Specialty stores offer anopportunity to practice salesmanship of
a high order, and salespeople in these stores are frequently paid larger salaries than
are those in other stores. A largeamount of the retail trade of wealthy people in the
larger cities goes to specialty stores. E.g. if a customer visits a Reebok store then they
find just Reebok products in the stores.

 Multiplexes
When a group of shops all selling the same thing are brought together under one
management they become a multiplexes. The multiplexes can afford to employ
experts in buying, accounting, advertising and other functions of retailing.

MAJOR INDIAN RETAILERS

The low-intensity entry of the diversified Mahindra Group into retail is unique
because it plans to focus on lifestyle products. The Mahindra Group is the fourth
largest Indian business group to enter the business of retail after Reliance Industries
Ltd, the Aditya Birla Group, and Bharati Enterprises Ltd. The other three groups are
focusing either on perishables and groceries, or a range of products, or both.
 Future Groups-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion
Station, Brand Factory, Depot, aLL, E-Zone etc.
 Aditya Birla Group – “More” outlets

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 The Tata Group-Formats: Westside, Star India Bazaar, Steeljunction, Landmark,

Titan Industries with World of Titans showrooms, Tanishq outlets, Croma.
 Reliance Retail-Formats: Reliance MART, Reliance SUPER, Reliance FRESH,
Reliance Footprint, Reliance Living, Reliance Digital, Reliance Jewellery,
Reliance Trends, Reliance Autozone, iStore.
 Nilgiri’s-Format: Nilgiri’s supermarket chain
Retailing provides a crucial link between products and consumers in a modern
market economy. The performance of this sector has a strong influence on
consumer welfare. Retailers not only provide consumers with a wide variety of
products, but also a wide range of complementary services (such as assurance of
product delivery), which can lead to more informed choice and greater
convenience in shopping. They also provide producers with much needed
information on consumers demand pattern. Productivity and efficiency in retail
operations lower price level and reduce distortions in the price structure. Through
backward and forward linkage, performance of retailing services affects the
performance of interlinked sectors such as tourism, recreational and cultural
services, manufacturing of consumers goods agro-good producing industries etc.

SPENDING PATTERN OF PEOPLE IN INDIA

 India spend 16.9% on clothing and fashion
 9.9% on Beauty and Wellness
 4.0% on electronics
 6.4% on furniture and fixtures
 3.4% on others
 59.5% on Food and Grocery

From the above points we came to know that Indian people will spend more on
Food and Groceries i.e. 59.5%, so from this we came to know that there is good
demand for retailing sector.

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SIZE OF THE DIFFERENT RETAIL STORES

Super Market: (1,85,000sq feet)
Hyper Market: (1,00,000 to 3,00,000 sq feet)
Convenience Stores: Limited variety assortment (3000 to 5000 sq feet)

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3.COMPANY PROFILE

Introduction:

Aditya Birla GroupA US $35 billion corporation, the Aditya Birla Group is in the
League of Fortune500. It is anchored by an extraordinary force of over 133,000
employees, belonging to 42 different nationalities. The Group has been ranked
Number 4 in the Global Top Companies for Leaders survey and ranked Number 1 in
AsiaPacific for 2011. Top Companies For Leaders is the most comprehensive studyof
organisational leadership in the world conducted by AonHewitt, Fortune Magazine
and RBL (a strategic HR and Leadership Advisoryfirm).Over 60 per cent of its
revenues flow from its overseas operations. The Groupoperates in 36 countries –
Australia, Austria, Bangladesh, Brazil, Canada, China,Egypt, France, Germany,
Hungary, India, Indonesia, Italy, Ivory Coast, Japan,Korea, Laos, Luxembourg,
Malaysia, Myanmar, Philippines, Poland, Russia,Singapore, South Africa, Spain, Sri
Lanka, Sweden, Switzerland, Tanzania,Thailand, Turkey, UAE, UK, USA and
Vietnam.

Aditya Birla Group is organized into various subsidiaries that operate acrossdifferent
sectors. Among these are viscose staple fibre, non- ferrousmetals, cement, viscose
filament yarn, branded apparel, carbonblack, chemicals, Retail (under the More brand
ofsupermarkets), fertilizers, chemicals, insulators, financial services,telecom, BPO
and IT services. The Group consists of five main companies, which operate in various
industry sectors through subsidiaries, joint ventures, etc. These are Hindalco, Grasim,
Aditya Birla Nuvo, Idea cellular and UltraTech Cement.

In India

 The second-largest player in viscose filament yarn

 The largest producer in the chlor-alkali sector
 Among the top three mobile telephony companies
 A leading player in life insurance and asset management

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 Among the top 10 BPO companies

 A top fashion (branded apparel) and lifestyle player

Customer Satisfaction:

Customer satisfaction is a measure of how people feel when interacting with your
brand. It can be influenced by any number of factors, such as:
perceived product quality
perceived product value
convenience
customer expectations
communication
complaint handling
Every brand, no matter how successful, wants to improve customer satisfaction. To do
that, they need to define two things:
who their customers are?
what it takes to satisfy them?
Part one isn’t as simple as it sounds. Let’s take the example of a hospital. It might
have two distinct customer bases:
the patients it treatsthe insurance companies it sells patient data to

Clearly, those two audiences have very different goals, and keeping them happy
requires two vastly different approaches. To make matters even more complicated,
satisfying one audience may sometimes be detrimental to the other’s happiness.

Vision:
“To consistently provide the Indian consumer complete and differentiated shopping
experiences and be amongst India’s Top retailers, while delivering superior returns to
all stakeholders”.

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

Mission:
“To deliver superior value to our customer, shareholders, employees and society at
large”.

Values:
 Integrity:Honesty in every action. Ethical, transparent, truthful, upright,
principled, respectful.
 Commitment:Deliver on the promise. Accountability, discipline, responsibility,
results orientation, self-confidence, reliability.
 Passion:Energized action. Intensity, innovation, transformational, fire in the belly,
Inspirational, deep sense of purpose.
 Seamlessness:Boundary less in letter and spirit. Team work, integration,
involvement, openness, global, learning from the best and empowerment.
 Speed:One step ahead always. Response time, agile, accelerated, timelines,
nimble, prompt, pro-active, and decisive.

The group’s foray into the retail sector began in December 2006 when it acquired
Trinethra, the chain of stores based on south India. May 2007 saw Aditya Birla Retail
Limited (ABRL) launch their own brand of stores called “More”. ABRL’s vision is
“to consistently provide the Indian consumer complete and differentiated shopping
experiences and be amongst India’s top retailers while delivering superior returns to
all stakeholders”.

Currently, there are over 575 supermarkets are 12 hypermarkets. All the supermarkets
are branded “More”. And the hypermarkets are branded “More Megastore”. The
company has over 11,000 employees and has a pan-India presence. It plans to
increase the no of stores to 300 supermarkets and 65 hypermarkets respectively by
2016. ‘More’ supermarkets are neighbourhood stores with the core proposition of
offering value, convenience and trust to the customers and averaging 2,500 sqft area.
The hypermarkets are self-service superstores offering value and range in food and
non-food products and services at a single location. Hypermarkets are located in large

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catchment areas and encourage mass consumption with discount prices and
substantial depth of assortment with an average store size of 55,000 sqft shopping
area.

In May 2009 Aditya Birla Retail introduced a value proposition for its supermarkets
and encapsulated it into a promise of giving its customers “Hamesha Extra” which has
resonated with the consumer. “Hamesha Extra” is the core essence of More. It means
customers will always feel that they have got something extra while shopping at
More.

Within a short span of less than three years, More. has more than one million
members as part of its loyalty programme. More.has also launched a huge range of
private labels in food and grocery, staples and apparels which have already obtained a
significant share of category as well as salience with the consumer.

Aditya Birla retail was presented the ‘Retail Best Employer of the Year’ award at the
Reid and Taylor Awards for Retail Excellence, by the global jury of the Asia Retail
Congress 2009 and again in 2011. In the same forum, ABRL’s CEO, Mr. Thomas
Varghese was awarded the Prestigious Retail Icon Award by the global jury of the
Asia Retail Congress 2011. Aditya Birla Retail limited was also awarded the Reid &
Taylor Award for Retail Excellence by the global jury of Asia Retail Congress 2010
for the best marketing campaign of the year – launch of Hamesha Extra. It was also
presented the Golden Star Award 2009-2010 for the most admired Retailer of the year
(Food & Grocery) for excellence in Food, Hospitality, Service and Retailing.

In march 2011, the 10th Indira Award for Marketing Excellence was awarded to
Aditya Birla Retail Limited CEO, Mr. Thomas Varghese for his outstanding
contribution to brand building.

QUALITY POLICY

Aditya Birla Retail Ltd. Is committed to assure our products and services on a
consistent basis. We keep our consumers at the centre of everything we do and are
committed to earn trust and recognition of ABRL as India’s premier retail
organization.

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

The above will be achieved by:

1. Ensuring that the products available at the stores meet our stringent specification,
regulatory and statutory requirements through implementation of Robust Quality
Management System.
2. Ensuring that our brands are systematically managed to make certain that the
finished goods, Raw materials and Packaging components supplied to us are and
meet ABRL specification and statutory requirements and that our vendors and
third party manufactures are meeting ABRL specification for the goods supplied.
3. Ensuing that at our processing sites and extended supply chain, the manufacturing
practices and processes meet the highest standards of GHP & GMP at every stage
and in every operation.
4. Implementing a rigorous, credible & efficient assessment, inspection, testing&
certification system.
5. Ensuring that our employees are committed, competent, fully trained and
areworking in a seamless manner to meet consumer expectation.
6. Striving towards a well-organized consumer redressal system where consumer
concerns are sufficiently addressed, root cause identified, and corrective and
preventive action are implemented.
7. Ensuring that every person at ABRL plays an essential role in our endeavour to
make sure that our products are always of good quality and that we employ a
systematic and innovative approach towards continuous improvement.

Our devotion to quality is fortified by core value – “Passionate about Consumers”

& “Commited to Quality”.

ABRL is also committed to respecting our Corporate Social and Environmental

responsibilities.

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

PROUCT AND SERVICE:

At MORE, we are committed to deliver quality & value to our customers and have a
range of private label brands as well as commercially branded products, offering –
100% satisfaction on the quality of the products & services offered more to hosts a
range of private label brands across various categories that follow stringent quality
norms, and are available in attractive prices and packaging. Our premium products
give you the opportunity to enjoy the difference and quality that is equal to or better
than the market’s leading brands, but at competitive prices.
We offer a wide range of assortment of over 4000 products, ranging from fresh food
to beverages, grocery to household care products. Our range covers everything, from
day to day essentials to traditional favourites, from delicious treats, to healthy
alternatives to ensure the freshest supply of fruits and vegetables for you; we have
built direct linkages with the farmers for daily supplies of farm fresh produce.
Our stores are built with a modern and comfortable ambience with speedy automated
cashiering to help you shop better. We also have friendly in-store policies on
exchange and return that help you shop with ease and comfort.
Furthermore, to make your shopping experience more rewarding with us, we at more
offer a membership program club more which reinforces our commitment to
consistently add value to your shopping experience, and also to thank you for
choosing to be a part of more. As a club more member, you are entitled to special
benefits, besides the regular offers and promotions at more. Club more member will
also have the benefit of receiving exclusive SMS alerts for special offers on our
products and services.

FEATURES OF MORE

 Supermarket

More for you – conveniently located neighbourhood supermarket chain. Supermarkets

cater to the daily weekly and monthly shopping needs of customers. Spread across a
wide range of products of food and non-food items, ranging from basic necessities
such as, fruits and vegetables, staples, personal care, home care, household care
products, general merchandise, and dairy products. More provides a one stop solution

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for their customer’s grocery shopping needs. Also in store are essentials such as,
innerwear, kids essentials, and a pharmacy, bakery and a mobile store.

 Hypermarket

Hypermarkets are what can be described as a complete destination shopping area,

where one can enjoy a day out with the entire family because of a simple fact that
hypermarket consists of variety of options under just one roof. The result is a very
large retail facility which carries an enormous range of products like grocery, fruits &
vegetables, general merchandise, electronics, computers, mobile phones, apparel,
footwear sports and FMCG products, with national, international and house brands all
under a single roof.

Currently, thirteen hypermarkets operate under the brand more. MEGASTORE in

Mysore, Vadodara, Indore, Mahadevpura. Old Madras Road & Bull temple Road in
Bengaluru, Mumbai, Saroor Nagar &Kukatpally in Hyderabad, Vashi, Rohini&Kirti
Nagar in New Delhi &Nashik.

 Club more

The loyalty program in More. It has a strong membership base of over 1 million
members. Through this program customers enjoy a range of exclusive promotions and
offers. Becoming a Club more members is so easy. Anyone who is making a purchase
of more than Rs 250 can become a member. Only thing he has to do is to fill up a
form given from the store with his details. After that he/she can enjoy the benefits of
hopping from day one. As an esteemed member, each time customer shop at more
outlets they earn Reward points which can be redeemed in their preferred more outlet.
A Club more member will be entitled to special benefits, besides the regular offers
and promotions at more. As a Club more member customer will also receive exclusive
SMS alerts for special offers on the products and services.

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

Company Profile

Type Private

Industry Retailing

Founded 2007

Founder Kumar Mangalam Birla

Headquarter Mumbai, Maharastra, India

Area served World wide

Key people Mr.MohitKampani (CEO)

Products Supermarket and Hypermarket

Website www.morestore.com

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

About theShirur Park Store, Hubli

Established in the year: 2009

No of workers: 20

Hierarchy and profile of the Shirur Park More

Store Manager
(Mr.HasansabNadaf)

Department Department

Manager
0000000000000000000000 Manager

13 Members of CSI

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

Images
 FRUITS AND VEGETABLE SECTION

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

 WALL RACKS
Wall racks are attached to the wall.

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

 Gondola
Gondola’s are the middle racks in the store.

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

 END CAPS
End Caps are attached to gandola’s at the end where only one brand of the
product will be displayed.

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

 SIDE KICK
Sidekicks are attached to the end caps.

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

 SEL (Self Edge Lable)

 Yellow SEL (Always discount will be there on the product)

 White SEL (Discount is not their on the product)

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

 POS (Point of Sale)

It’s the billing machine, where the sale has happen after all purchasing process.

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

 FREE ITEMS

These are the complementary products with the mother product.

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

 FLOOR DISPLAY
Rules for the Floor Display:
It should be 3 feet height from the floor.

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

 30% OFFER
It is the place where products are keep with 30% discount on MRP, for near
expiry products.

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

 CHILLERS

Chiller’s (+ degree Celsius): there are 3 types of chiller’s Dairy, Beverages, and Pepsi
the temperature should be maintain within +7 to +14 degree Celsius.

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

 FREEZERS

There are three freezers in the store one is for Vegetarian other one is for Non
vegetarian products and another one is for Ice-cream products. The temperature
should be maintained within -18 degree Celsius to -20 degree Celsius.

Shrinkage: It’s the system v/s physical quality, if any variance occurs in physical
value the difference value is called as the shrinkage.

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

4.INTRODUCTION TO THE STUDY

Title of the study
“A study on Customer Satisfaction towards More”

Objectives of the Study

 To study the factors influencing customer visit to More Retail Outlet for
purchasing products.
 To understand reason for purchasing the products
 To know service quality offered by More Retail Outlet.
 To study the level of satisfaction among the customer with respect to product
they purchase.
 To suggest measure to improve the service quality and customer satisfaction.

Limitations of the study

 This study limits only to Hubli area.
 It’s only 2 months period.
 Some of the persons were not so responsive.
 I was assigned just one store, so responses and learning was limited.

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

Literature Review
1) Justin Paul, Koloth G. Sankaranarayanan&NandakumarMekoth (2016)
“CONSUMER SATISFACTION IN RETAIL STORES: THEORY AND
IMPLICATION”
The purpose of this research is to find out the determinants of consumer
satisfaction in small and large retail stores in an emerging market, with a sample
from India. The sample consist of 225 consumers who shop at retail outlets
(convenience sample of 125 consumers from small and 100 consumers from large
stores respectively). Exploratory factor analysis, regression analysis arestastical
tools used for analysis. Based on research study, shopping experience, shopping
ambience and family shopping are the three main factors determining the
customer satisfaction in the large retail outlets/formats. On the other hand, staff
friendliness, shop location and social desirability factors determine the shopping
satisfaction at small retail outlets/formats.

2) KatriinaMattsson (2009)
“CUSTOMER SATISFACTION IN THE RETAIL MARKET”
The aim of this study was to find out how the customers in the Helsinki Area.
Based on the theory about customer satisfaction, service quality and customer
satisfaction studies it is clear that with basic service it is not enough to compete
with the competitors. Customers would like to have personal contact with a sales
person and many times in the Gant Store a customer and a seller are get to know
even better and know, for example, each others names and some other personal
details.

3) A.SHANTHI (2016)
“A STUDY OF CUSTOMERS PREFERENCE TOWARDS RETAIL STORES
IN COIMBATORE CITY”
The study was carried out to measure the extent of customer‘s satisfaction level
towards retail store and to study customer‘s opinion regarding the services
rendered by the retail stores. The outcome of the study based on 150 consumers
selected from Coimbatore City of Tamilnadu. The study pointed out that the
Variable Gender, Marital Status and Occupation of the customers is the key factor

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

that determines the satisfaction level towards retail store. The study is based on
only primary data. Primary data has been collected from retail store organization
and their customers using interview schedules. The collected data have been
analyzed by using different statistical tools, such as Percentage Analysis , Chi-
square analysis, t – test.

4) S. Karmugil and Dr. R. Kannapa (2015)

“A STUDY ON CUSTOMER SATISFACTION TOWARDS RETAIL STORES
IN TIRUCHIRAPPALLI TOWN”
The study aims to investigate customer satisfaction in the organised retail stores in
the Tiruchirappalli city of Tamil Nadu state in India. The objectives are to identify
the decisive factors which can help those retail stores to retain the existing
customers and to study the future prospects of retail stores in Tiruchirappalli town.
Customer satisfaction is a major subject in the marketing strategies. A total of 375
questionnaires have been randomly distributed to retail customers. Using
descriptive statistics method cross table analysis and one way ANOVA f test in
this study the result of this analysis suggests the degree of customer satisfaction in
terms of services provided by the organised retail stores in Tiruchirappalli Town.
Hence, the retail stores should adopting customer- friendly marketing strategies in
terms of selling the best quality products and services continuously to the
consumers.

5) Sameera.P (2015)
“A STUDY ON THE CUSTOMER SATISFACTION INTHE ORGANIZED
RETAIL OUTLETS”
The present study aims to analyze customer satisfaction in the organized retail
outlets in the malappuramandKozhikode districts of the Kerala state. The
objectives are to identify the major factors constitutingcustomer satisfaction in the
organized retail outlets in the districts and to identify the attitude,behavior and
perception of the customers those who are purchasing in organized retail outlets.A
total of 150 retail customers were selected as sample for the study and data were
collected byusing structured questionnaires. Using descriptive statistics method,
cross table analysis, chi-square test and correlation method (to compare between
different means) the data collected isanalysed. The result of this analysis suggests

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

the degree of customer satisfaction in terms of services provided by organized

retail outlets in the districts.

Research Methodology
 Primary data
Primary data collected directly from the customers of the more store using
questionnaire technique.

 Secondary data
Secondary data is relating to company profile, industry overview, review of
literature, research journal, company website etc.

Sampling Plan

 Sampling Technique: Convenience sampling Technique

 Sample size: 120 customer
 Sampling Area:Shirur Park, More Outlet
 Statistical Tools: Graphs, Percentage.

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

5.DATA ANALYSIS AND INTERPRETATION

1) Table showing Age of the respondents

Age group No of Respondents Percentage

20-30 Years 53 44%
31-35 Years 31 26%
36-40 Years 17 14%
41-45 Years 11 9%
Above 45 Years 8 7%
Total 120 100%

Chart Showing Age of the respondents

%

44%

26%
14%
9% 7%
20-30 31-35 36-40 41-45 Above 45

Interpretation:

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

From above chart it is clear 44% of the respondents belong to age of 20-30, 26%
of them to age 31-35, 14% of them to age 36-40, 9% of them to age 41-45 and 7%
of them age belongs to above 45.

2) Table Showing Gender of the respondents

Gender No of Respondents Percentage

Male 72 60%

Female 48 40%

Total 120 100%

Chart Showing Gender of the respondents

%

60%

40%

Male Female

Interpretation:

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

From above chart it is clear 60% of the respondents belongs to Male and 40% of
them are Female.

3) Table showing Marital Status of the respondents.

Marital Status No of Respondents Percentage

Married 53 44%

Single 67 56%

Total 120 100%

Chart Showing Marital Status of the respondents

%

56%
44%

Married Single

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

Interpretation:

From above chart it is clear 44% of the respondents are Married and 56% of them
are Single.

4) Table showing Occupation of the respondents.

Occupation No of Respondents Percentage

Business 21 19%
Govt Employee 23 21%
Private firm employee 46 43%
Retired 7 6%
House wife 11 10%
Total 108 100%

Chart Showing Occupation of the respondents

%

43%

19% 21%

10%
6%

Business Govt Employee Private firm Retired House wife

employee

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

Interpretation:

From above chart it is clear 19% of the respondents are Business men, 21% of
them are Government employee, 43% of them are Private firm employee, 6% of
them are Retired and 10% of them are House wife.
5) How do you come to know about Moreoutet?

No of Respondents Percentage
Electronic Media 14 12%
Print Media 21 18%
Road shows 31 26%
Hoardings 15 13%
Friends 26 22%
Word of mouth 13 11%
Total 120 100%

Chart showing How customers know about More

outlet
%

26%
22%
18%
12% 13% 11%

Electronic Print Media Road shows Hoardings Friends Word of

Media mouth

Interpretation:

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

From above chart it is clear 12% of the respondents came to know about More
outlet from Electronic Media while 18% of the respondents came to know from
Print Media and Road shows was assumed by 26% of the respondents, 13% of
them are through Hoardings, 22% of them from Friends and 11% of the
respondents came to know about More outlet through Word of mouth.
6) How oftenly you visit More outlet?

No of Respondents Percentage
Daily 19 16%
Weekly 26 22%
Monthly 35 29%
During offers 21 18%
On need basis 19 16%
Total 120 100%

Chart showing how oftenly customers visiting More

outlet
%

29%
22%
16% 18% 16%

Daily Weekly Monthly During Offers On need basis

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

Interpretation:

From above chart it is clear 16% of the respondents are visiting More outlet Daily,
22% of them are Weekly, 29% of them are Monthly, 18% of them are visiting
During offers time and 16% of the respondents are visiting On need basis.
7) Which department you prefer to shop at More?

No of Respondents Percentage
FMCG 21 18%

Groceries 42 35%
Fruits & Vegetables 38 32%
House keeping 19 16%
Total 120 100%

Chart showing which department customers prefer

to shop at More
%

35%
32%

18% 16%

FMCG Groceries Fruits & Vegetables House keeping

Interpretation:

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

From above chart it is clear 18% of the respondents are prefer to shop FMCG
products, 35% of them are prefer to shop Groceries, 32% of them are prefer to
shop Fruits and Vegetables and 16% of the respondents are prefer to shop House
keeping items.

8) What is the main reason for choosing More outlet?

No of Respondents Percentage
Favorable Price 14 12%
Quality goods 27 23%
Brand image 15 13%
Offers 18 15%
Variety of goods 12 10%
Nearness to place of stay 17 14%
Service of store 11 9%
executives
Home delivery service 6 5%
Total 120 100%

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

Chart showing the Main Reason for choosing More

outlet
%

23%
15% 14%
12% 13%
10% 9%
5%

e s e rs s es ice
pric o od m
ag ffe o od stay tiv rv
e g i O g f u se
abl ity n d of e o
x ec ry
r l a y c e e
vo ua Br iet pl
a re liv
F a Q ar to to e
V ss o fs ed
e m
rn ce o
ea rvi H
N Se

Interpretation:

From above chart it is clear 12% of the respondents reason for choosing More outlet
for Favourable Price, 23% of them are choosing for Quality goods, 13% of them are
choosing Brand image, 15% of them are choosing Offers, 10% of them are choosing
Variety of goods, 14% of them are choosing Nearness to place of stay, 9% of them are
choosing service of tore executives, and 5% of them are choosing Home delivery
service of More outlet.

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

9) Which department gives the best offers?

No of Respondents Percentage
FMCG 21 18%
Groceries 45 38%
Fruits & Vegetables 37 31%
House keeping 17 14%
Total 120 100%

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

Chart showing which department gives the best of-

fers
%

38%
31%

18%
14%

FMCG Groceries Fruits & Vegetables House keeping

Interpretation:

From above chart it is clear 18% of the respondents are choosing the FMCG
department, 38% of them are choosing Groceries, 31% of them are choosing the
Fruits and Vegetables and 14% of the respondents are choosing House keeping
department for giving best offers in More outlet.

10) Are you satisfied with the quality of service being provided?

No of Respondents Percentage
Yes 41 34%
No 23 19%
To some extent 36 30%
Can’t say 20 17%
Total 120 100%

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

Chart showing satisfaction of a customer with the

quality of service being provided by More
%

34%
30%

19%
17%

Yes No To some extent Can't say

Interpretation:

From above chart it is clear 34% of the respondents are satisfied with the quality of
service being provided, 19% of the respondents are not satisfied, 30% of them are
satisfied with to some extent and 17% of the respondents are choosing can’t say.

11) Have you faced any problem at the time of purchase and usage?

No of Respondents Percentage

Yes 50 42%

No 70 58%

Total 120 100%

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

Chart showing problem faced by the customer at the

time of purchse & usage
%

58%

42%

Yes No

Interpretation:

From above chart it is clear 42% of the respondents are faced the problem at the time
of purchase and usage, 58% of the respondents are do not face any problem at the
time of purchase and usage of the More products.

12) Who has influenced you, in purchase decision at More outlet?

No of Respondents Percentage
Colleagues 18 15%
Friends 51 43%
Family members 28 23%
More executives 23 19%

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

Total 120 100%

Chart showing who influenced More for purchase

decision
%

43%

23%
19%
15%

Colleagues Friends Family members More Executive

Interpretation:

From above chart it is clear 14% of the respondents are influenced by the Colleagues,
43% of them are influenced by Friends, 23% of them are influenced by Family
members and 19% of the respondents are influenced by More executive.

13) Where do you pay your bills?

No of Respondents Percentage

At showrooms 73 61%

On delivery 47 39%

Total 120 100%

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

Chart showing where customers want to pay their

bills
%

61%

39%

At showrooms On delivery

Interpretation:

From above chart it is clear 61% of the customers are want to pay their bills At
showroom, and 39% of the customers are want to pay On delivery of the products.

14) What aspect of store outlet you like the most?

No of Respondents Percentage
Display of goods 17 14%
Display of offers 19 16%
Adequate lighting 16 13%
Easy to carry bags and 18 15%

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

trolley
Enough space to move 19 16%
around
Easiness in billing 21 18%
Welcoming&caring 10 8%
gesture of More
executives
Total 120 100%

Chart showing what aspect of store outlet like the most

%

16% 16% 18%

14% 13% 15%
8%

od
s rs g y nd ng e
ffe tin lle ou lli tiv
go O lig
h rt o ar b i cu
of of te & e in ee
lay lay ua ags ov ess or
e
q m
isp si p de
b o sin fm
D D A rry cet E a
re
o
ca a ts u
to sp
sy gh ge
Ea o u g
En arin
c
d
an
g
in
o m
elc
W

Interpretation:

From above chart it is clear 14% of the respondents are choosing the Display of
goods, 16% of them are choosing Display of offers, 13% of them choosing adequate
lighting, 15% of them are choosing Easy to carry bags and trolley, 16% of them are
choosing Enough space to move around, 18% of them are choosing Easiness in billing
and 8% of them are choosing Welcoming & Caring gesture of More executives.

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

15) Do you prefer self billing system for billing your merchandize?

No of Respondents Percentage
Yes 46 38%
No 36 30%
Not yet decided 38 32%

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

Total 120 100%

Chart showing Customer preference towards self

billing
%

38%
30% 32%

Yes No Not yet decided

Interpretation:

From above chart it is clear 38% of the respondents are prefer to self billing for billing
their merchandize, 30% of them are don’t want to do self billing and 32% of the
respondents are Not yet decided.

16) How do you feel about the pricing at More outlet as compared with other?

No of Respondents Percentage

Expensive 28 23%
Competitive 62 52%
Can’t say 30 25%

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

Total 120 100%

Chart showing how customers feel about the pricing

at more outlet compared to others
%

52%

23% 25%

Expensive Competitive Can't say

Interpretation:

From above chart it is clear 23% of the respondents are feel Expensive, 52% of them
are feel Competitive and 25% of the respondents are choosing can’t say about the
pricing at More outlet compared to others.

17) What is your opinion on the serviced availability of Retail?

No of Respondents Percentage
Easily available 52 43%
Not available 31 26%
To some extent 27 23%

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

Can’t say 10 8%
Total 120 100%

Chart showing customer opinion on the service avail-

iability of retail
%

43%

26%
23%

8%

Easily available Not available To some extent Can't say

Interpretation:

From above chart it is clear 43% of the respondents are choosing Easily available for
the service availability of retail, 26% of them are choosing Not available, 23% of
them are choosing to some extent and 8% of choosing can’t say.

18) Is home delivery facility provided by More outlet is sufficient and convenient to
you?

No of Respondents Percentage

Yes 66 55%

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

No 54 45%

Total 120 100%

Chart showing home delivery facilility provided by

More outlet is sufficient & Convenient to the cus-
tomers
%

55%
45%

Yes No

Interpretation:

From above chart it is clear 55% of the respondents are selecting the home delivery
facility provided by the More outlet is sufficient and convenient and 45% of them are
not satisfied with the home delivery service of the More outlet.

19) Have you faced any problem at More outlet?

No of Respondents Percentage

Yes 48 40%

No 72 60%

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

Total 120 100%

Chart showing any problem faced by customers at

More outlet
%

60%

40%

Yes No

Interpretation:

From above chart it is clear 40% of the respondents are faced the problem at More
outlet and 60% of them are do not face any problems at More outlet.

20) If yes, has the problem being solved to your satisfaction?

No of Respondents Percentage
Yes 21 44%

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

To some extent 17 35%

No 10 21%
Total 48 100%

Chart showing problem solved to the customer satisfac-

tion
%

44%
35%

21%

Yes To some extent No

Interpretation:

From above chart it is clear 44% of the respondents are satisfied problem solved by
the More outlet, 35% of them are says To some extent the problem being solved and
21% of the respondents says No.

6.Findings

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

 44% of the respondents are belongs to the age group between 20-30 which is
highest and 7% of the respondents are Above 45 which is least.
 60% of the respondents are Male and 40% are Female so Males are more in
number who visiting the More outlet.
 44% of the respondents are Married and 56% are single. More no of people who
responded are single.
 43% of the respondents are Private firm employees which is the highest and 6%
are Retired which is lowest.
 26% of the respondents are came to know about More outlet through Road shows
and 22% of the respondents through Friends. Electronic Media, Print Media,
Hoardings and Word of mouth are average in number which helped to customers
know about More outlet.
 29% of the respondents visits the more outlet Monthly, 22% of them are Weekly
and 18% of the respondents are visits the More outlet During offers time.16% of
the respondents who visits the More outlet Daily and On need basis.
 35% of the respondents are prefer to shop at Groceries department, 32% of them
are choosing the Fruits and Vegetables. FMCG and House keeping department are
less preferred by the customers.
 23% of the respondents are main reason for choosing the More outlet for Quality
goods. Favourable Price, Brand image, Offers, Variety of goods, Nearness to
place of stay and Service of store executives these are in average number and 5%
of the respondents who chooses the Home delivery service of More outlet is least.
 38% of the respondents are selecting the Groceries department which gives the
best offers, 31% of them are selecting the Fruits and Vegetables. FMCG and
House keeping department are in less number selected by the customers.
 34% of the respondents are satisfied with the quality of service being provided by
More outlet.30% of them are says To some extent they are satisfied, and there are
less in number who are not satisfied by the quality of service being provided by
More outlet.
 58% of the respondents do not faced any problem at the time of purchase and
usage of the More products and 42% of the respondents are faced the problem
while purchase and usage of the More Products.

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Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

 43% of the respondents are influenced by the Friends which is highest. 15% of the
respondents are influenced by the colleagues which is lowest. Family members
and More executives are average in number who influenced the More outlet.
 61% of the customers are want to pay their bills at the showroom only and 39% of
them are want to pay their bills on delivery.
 18% of the respondents are choosing Easiness in billing which is highest for
customers aspect towards store they like the most and 8% of them are choosing
Welcoming & Caring gesture of More executives which is lowest.
 38% of the respondents are prefer to pay self billing, 30% of them are don’t want
to pay self billing. And 32% of them are not yet decided.
 52% of the respondents are feel competitive about the More outlet compared to
others. 23% of them are feel Expensive about the More outlet and 25% of the
respondents are choosing can’t say.
 43% of the respondents are opinion on the service availability of retail is Easily
available, 26% of them are says Not available, 23% of them are says To some
extent and 8% of the respondents are can’t say.
 55% of the respondents are satisfied with home delivery facility provided by More
outlet is sufficient and convenient and 45% of the respondents are not satisfied
with the home delivery facility.
 60% of the respondents are do not faced any problem at the More outlet and 40%
of the respondents are faced problem at the More outlet.
 44% of the respondents are satisfied with the problem being solved by the More
outlet. 35% of them are satisfied to some extent and 21% of them are not satisfied
with the problem solved by the More outlet.

7.Suggestions
 They need to promote the sales of the Fruits and vegetables.

INSTITUTE OF BUSINESS AND MANAGEMENT RESEARCH, HUBLI

Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

 Most of the people buy in More outlet because of quality goods and variety of
products available in the More outlet.
 Brand image need to be created by advertising it to the customers.
 Store must conduct the promotion activity and distribute the promotion materials.
 They need promote their loyalty programs.
 Leverage sampling to Generate reviews.
 They need to boost their online presence for online sales.
 Prices are comparatively high comparing to Reliance smart point.
 Keep Fruits and vegetables in refrigerator.
 Store outlook is comparatively low with Reliance smart point.
 Display your local inventory in Google search and maps.
 Make customers feel safe in your store.
 Implement click-and-collect.
 Hire and develop employee who can provide exceptional customer expert.

8.Conclusion
INSTITUTE OF BUSINESS AND MANAGEMENT RESEARCH, HUBLI
Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

I would like to conclude that this study has basically helped to know the customer
satisfaction at Shirur Park More store. Most of the customers are satisfied with the
service provided by the More outlet with their quality goods and availability of the
products at store.

The display of products at more is very good and customer feel that it is very easy
to find the product.

The customers are very loyal towards More, hence they want to visit More again,
most of the customers says that they definitely like to recommend More is
supermarket to purchase the products. This shows that customer satisfaction
towards More is Positive.

I hope that More has the potential to satisfy its customers and retain them. And it
has its brand name to within the market and I offer my best wishes for the same
and hope that my work will be some use for the company.

INSTITUTE OF BUSINESS AND MANAGEMENT RESEARCH, HUBLI

Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

9.Bibliography

 http://www.morestore.com

 https://shodhganga.inflibnet.ac.in

 https://www.slideshare.net/GigoGeorge/research-on-customers-aditya-birla-retail-ltd-
more

10.Annexure

INSTITUTE OF BUSINESS AND MANAGEMENT RESEARCH, HUBLI

Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

QUESTIONNAIRE

“A Study onCustomer Satisfaction towards Aditya Birla Retail Ltd (more)

Outlet With special reference to Shirur Park Store, Hubli”

1. Name of respondent: ______________________________________

2. Age: 20-30 Yrs( ) 31-35 Yrs ( ) 36-40 Yrs ( ) 41-45 Yrs ( )
Above 45 Yrs( )
3. Gender: Male ( ) Female ( )
4. Marital Status: Married ( ) Single ( )
5. Occupation: Business ( ) Govt employee ( ) Private firm employee ( )
Retired ( ) House wife ( )

1) How do you come to know about More outlet?

a) Electronic Media b) Print Media c) Road shows d) Hoardings e) Friends
f) Word of mouth

2) How oftenly you visit More outlet?

a) Daily b) Weekly c) Monthly d) During Offers e) On need basis

3) Which department you prefer to shop at More?

a) FMCG b) Groceries c) Fruits and Vegetables d) House keeping

4) What is the main reason for choosing More outlet?

a) Favourable price b) Quality goods c) Brand image d) Offers e) Variety
of goods f) Nearness to place of stay g) Service of store executives h) Home
delivery service

5) Which department gives the best offers?

a) FMCG b) Groceries c) Fruits and Vegetables d) House keeping

6) Are you satisfied with the quality of service being provided?

a) Yes b) No c) To some extent d) Can’t say

INSTITUTE OF BUSINESS AND MANAGEMENT RESEARCH, HUBLI

Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

7) Have you faced any problem at the time of purchase and usage?
a) Yes b) No

8) Who has influenced you, in purchase decision at More outlet?

a) Colleagues b) Friends c) Family members d) More executive

9) Where do you pay your bills?

a) At showrooms b) On delivery

10) What aspect of store outlet you like the most?

a) Display of goods b) Display of offers c) Adequate lighting
d) Easy to carry bags and trolleye) Enough space to move around
f) Easiness in billing g) Welcoming and caring gesture of More executives

11) Do you prefer self billing system for billing your merchandize?
a) Yes b) No c) Not yet decided

12) How do you feel about the pricing at More outlet as compared with other?
a) Expensive b) Competitive c) Can’t say

13) What is your opinion on the service availability of Retail?

a) Easily available b) Not available c) To some extent d) Can’t say

14) Is home delivery facility provided by More outlet is sufficient and convenient to
you?
a) Yes b) No

15) Have you faced any problem at More outlet?

a) Yes b) No

16) If Yes, has the problem being solved to your satisfaction?

a) Yes b) To some extent c) No

INSTITUTE OF BUSINESS AND MANAGEMENT RESEARCH, HUBLI

Aditya Birla Retail Ltd (A study on Customer Satisfaction towards More)

17) Please tell us what the store can do to increase your satisfaction level as our
customer

__________________________________________________________________

***********

INSTITUTE OF BUSINESS AND MANAGEMENT RESEARCH, HUBLI