mktg project

A

PROJECT REPORT

ON

“THE STUDY ON CUSTOMER SATISFACTION OF
PEOPLE OF VADODARA AT VADODARA CENTRAL”

Undertaken at:
VADODARA CENTRAL, VADODARA

Submitted by:
SAGAR GAUR. M

(06MBA53)

Guided by:
MR. BHAVESH VANPARIYA

MBA (2007-08)

SHRIMAD RAJCHANDRA INSTITUTE OF
MANAGEMENT AND COMPUTER APPLICATION

1

DECLARATION

I hereby declare that the summer project report titled “The study on
customer satisfaction of people of Vadodara at Vadodara Central reference
to Vadodara city” is an original piece of work done by me for the fulfillment
of the award of degree of Master of Business Administration, and whatever
information has been taken from any sources had been duly acknowledge.

I further declare that the personal data & information received from any
respondent during survey has not been shared with any one and is used for
academic purpose only.

SAGAR GAUR .M

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ACKNOWLEDGEMENT

I wish to convey my special thanks to Mr. Rajesh Gandhi (Sr.Mark Mang)
and to Miss. Arpita Joshi (Asst Mark Mang) at Vadodara Central, who has
been a constant source of inspiration and encouragement to me.

I feel immense pleasure in expressing my deep sense of respect and
indebtedness to my institute project guide, Mr. Bhavesh Vanpariya, Faculty,
Shrimad Rajchandra Institute of Management & Computer application,
Tarsadi for his valuable guidance throughout preparation of this report.

I feel immense pleasure to thank Dr. Bankim Patel, Director, Shrimad
Rajchandra Institute of Management & Computer application (SRIMCA),
Tarsadi for making available all facilities in fulfilling the requirements for
the research work.

I am sincerely thankful to all the faculty member of MBA department who
directly or indirectly supported me during the project. I am also thankful to
all the non-teaching staff of SRIMCA for their kind support.

SAGAR GAUR.M

3

EXECUTIVE SUMMARY
Purpose: - To study the customer satisfaction of people of Vadodara at
Vadodara Central.

Design methodology approach:-
The project report includes the information regarding the industry profile,
profile of Pantaloon Retail India Ltd and about Central. It also gives details
about the major findings from study and the research methodology, data
analysis and interpretation, conclusion and suggestions to improve the
perception and satisfaction level of the customers of Vadodara Central.

Data Collection:-
In the research project the primary data collected through questionnaire.
And my sample size was 150 customers of the Vadodara Central at Near
Genda circle, Wadi Wadi, Baroda.

Statistical Tools:-
For analysis purpose, SPSS (Statistical Package for Social Science) soft ware
was used through which I had done different tests for the data analysis and
interpretation purpose like (One sample T test, Eta test, Chi square test,
Correlation, Cross tabulation).

Research design and Sampling method:-
The research design is descriptive. Sampling design is Non-probability and
sampling method is convenience sampling because of time and money
constraints. The sample size is 150 customers of Vadodara Central, Near
Genda circle, Wadi Wadi, Baroda. (51 students, 22 professional, 27
business person, 36 Govt & Pvt service, 10 self employed & retired and 4
house wives).

Conclusion and Findings:-
The wide range of the product is available for all the age group people at
central. The people are satisfied with the service quality and they feel
outstanding about the staff of the Central. The arrangements of the
products and physical facility are very good.
People are preferred Central as most preferred destination for shopping
at Vadodara city and most of the people are visiting the mall twice and

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thrice in a month for shopping. The major purchase done by the 20 to 30
years of the age group people.

Pantaloons and Westside are the other preferred choice for the people of
Vadodara for shopping in the Vadodara city.

Recommendation:-
Some more products which are needed for the life style maintaining and the
range of the available products should be increased.
The Vadodara Central will face a close competition from Big Bazaar and up
coming retail malls and retail malls which are existing from other malls of
different business groups, so the Central should also concentrate on middle
class of peoples and put some product of lower price so that they will also
preferred Central for the shopping than other stores.

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TABLE OF CONTENTS

Sr. Topic Page
No. No.

1.0 Introduction
1.1 Industry Profile 10
1.2 Company Profile 12
1.3 Central Profile 13
1.4 Literature Review 14
2.0 Research Methodology
2.1 Problem definition 17
2.2 Objectives of Study 18
2.3 Research Methodology 18
2.4 Statistical Test Used 21
2.5 Statistical terms used 21
3.0 Data Analysis & Interpretation 23

4.0 Conclusion 83

5.0 Recommendations 85

6.0 Bibliography 87

Appendix 89

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INTRODUCTION
1.1 INDUSTRY PROFILE

Retail is India’s largest industry, accounting for over 10 percent of the
country’s GDP and around eight percent of the employment. Retail industry
in India is at the crossroad. It has emerged as one of the most dynamic and
fast paced industry with several players entering the market. But because
of the heavy initial investments required, break even is difficult to achieve
and many of these players have not tasted success so far. However, the
future is promising, the market is growing, government policies are
becoming more favorable and emerging technologies are facilitating
operations.

Retailing in India is gradually inching its way toward becoming the next
boom industry. The whole concept of shopping has altered in terms of
format and consumer buying behavior, ushering in shopping in India.
Modern retail has entered India as seen in sprawling shopping centers,
multi-stored malls and huge complexes offer shopping, entertainment and
food all under one root.

The Indian retailing sector is at an inflexion point where the growth of
organization retailing and growth in the consumption by the Indian
population is going to take a higher growth trajectory. The Indian
population is witnessing a significant change in its demographics. A large
young working population with median age of 24 years nuclear families in
urban areas, along with increasing workingwomen population and emerging
opportunities in the services sector are going to be the key growth drivers of
the organized retail sector in India.

SomeKeyFacts:-

- Retail is India’s largest industry, accounting for over 10 per cent of the
country’s GDP and around eight per cent of the employment

- The market size of Indian retail industry is about US $312 billion

- Organized retailing comprises only 2.8 per cent of the total retailing
market and is estimated at around US$ 8.7 billion

- The organized retail sector is expected to grow to US $ 70 billion by
2010

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Every company is interested in organized retail, and too much money is
coming into the industry. Three big groups comprising Reliance industries,
the Bharti-Wal-Mart combine, TATA and the Aditya Birla group – have lied
up investments in excess that figure. Then there is other like the Hero
group that is talking of getting into organized retail.

The reason for so much investment in that industry is that retail is a
strategic industry. It’s the point where supply ad demand converges.
Anyone who controls this point even in any significant way-can become a
decisive force in the economy, but the bigger reason why companies are so
interested in organized retail is the sheer size of the opportunity. Currently,
organized retail covers only 3% of the total market which is very less
compared to over 60-70% levels in western countries.

No fresh demand needs to be created, it already exists. The only challenge
is to pull consumers away from Kirana stores, or roadside hawkers or
neighborhood markets into cleaner and better laid out shopping
environments. Indeed, when retailer is down, it’s not because there was no
demand, it’s usually because the retailer wasn’t efficient enough to give
consumers a better value proposition.

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1.2 COMPANY PROFILE

Pantaloon Retail (India) Ltd, is India’s leading retail company with presence
across food, fashion, home solutions and consumer electronics, books and
music, health, wellness and beauty, general merchandise, communication
products, e-tailing and Leisure & Environment.

Headquartered in Mumbai (Bombay), the company operates through 3.5
million square fact of retail space, has over 100+ stores and 30+ cities in
India and employs over 14,000 people. The company owns and manages
multiple retail formats catering to a wide cross-section of the Indian society
and its width ad depth of merchandise helps it capture almost the entire
consumption basket of the Indian consumer.

For the financial year ended June 2006, it had gross sales of Rs. 2,018.76cr.
Founded in 1987, pantaloon Retail forayed into retail in 1997 with the
opening up of a chain of department stores, Pantaloons.

In 2001, it launched Big Bazaar, a hypermarket chain, followed by Food
Bazaar, a supermarket chain. It went on to launch Central, a first of its
kind, seamless mall located in the heart of major Indian cities. Some of its
other formats include, Collection I (home improvement products), E-Zone
(consumer electronics), Depot (books, music, gifts and stationeries), all
(fashion apparel for plus-size individuals), Shoe Factory (footwear) and Blue
Sky (fashion accessories). It has recently launched its e-tailing venture;
some of the group’s subsidiaries include Home Solutions Retail India Ltd,
Future Bazaar (India) Ltd and Converge M Retail (India) Ltd, which leads the
group’s foray into home improvement, e-tailing and communication
products, respectively.

Other group companies include Pantaloon Industries Ltd, Galaxy
Entertainment and Indus League Clothing. It has also entered joint venture
agreements with a number of companies including ETAM group, Gini &
Jonnie, Liberty Shoes and Planet Retail, a company that owns the
franchisee of international brands like Marks & Spencer Debenhams and
Guess in India.

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1.3 CENTRAL

Vadodara Central a “Seamless Mall” in the heart of the city
Shop, Eat and Celebrate is the new mantra for residents of Vadodara

With “Shop, Eat and Celebrate” as a theme Vadodara Central houses over
300 brands, across Categories, such as apparels, footwear and Accessories
for women, men, children, infant basics. It also has a whole range of Music,
Books, Coffee Shop, Food Court, Super Market (Food Bazaar), Fine Dining
Restaurant. The mall also has a separate section for services such as Travel,
Finance, Investment, Insurance, Concert/Cinema Ticket Booking, Bill
Payments and other miscellaneous services. Vadodara Central also has
Central Square – a dedicated space for product launches, impromptu
events, daring displays, exciting shows and art exhibitions. In short
Vadodara Central has something for everybody from individuals to
businesses.

Vadodara Central has everything a family would need, for a complete
shopping experience. The 4 storied Seamless Mall has specific areas
dedicated to women, men, children, infants, food and beverages, home
appliances and furnishing, toys, play area for children among others.

There are mainly four malls of Central all across the India.

(1) Bangalore Central (2)Hyderabad Central

47/48, Residency Road, 6-3-673/1-4,
Bangalore - 560025 PunjaguttaCrossRoad,
Punjagutta 500 082

(3) Pune Central (4) Vadodara Central

256, Koncord Towers Shaarav Realty Pvt Ltd,
Boat Club Road, Opp. Sarabhai Chemicals,
Sangamwadi Town Planning Scheme, Near Genda circle,
Bund Garden Joggers Park, Wadi Wadi,
Pune-411001 Baroda-390 023,
Gujarat

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1.4 Literature Review

Today as we know that the growth of the retail sector industry is too high
and due to these a very high level of competition is there, many domestic
and foreign company has introduce there malls around the country at
different cities and town, in these competitive market to introduce a new
type of retail counter is not a easy task, the company must have to
understand the behavioral pattern of the consumer. So that the companies
can emphasis more on that kind of features which the customer are
demanding. For this reason we are going to study on customer satisfaction
of people of Vadodara at Vadodara Central.

Today most of all products which are available to the buyers have a number
of alternatives, while they are taking purchasing decision. The aim of
marketer is to meet and satisfy target customer’s need and wants, the field
of consumer behavior studies, how individual, groups and organization
select, buy, use, and dispose of goods, services, ideas and experience to
satisfy their need and desire.

Understanding the consumer behavior and knowing customers satisfaction
are never be easy. Customers say one thing and do something different.
They may not be in touch with their deeper motivation. The knowledge of
customer’s satisfaction is essential for marketers; because the consumer
brings change in to the business according to maintain it.

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Customer satisfaction:-
In general, satisfaction is a persons feelings of pleasure or disappointment
resulting from comparing a products perceived performance (or out come) in
relation to his or her short of expectations. If the performance falls short of
expectations. If the performance matches the expectations, the customer is
satisfied. If the performance exceeds expectations the customer is highly
satisfied of delighted.
By (Philip Kotler & Kevin Keller) from Marketing Management.

“Customer satisfaction is the individual’s perception of the performance of
the product or service in relation to his or her expectations.”
By (Leon G.S. Chiffman) from Consumer Behavior.

Application of knowledge of customer satisfaction:-

The knowledge of customer satisfaction is very much important for the
company in following way,
To helps in development of product and services.
To helps in designing marketing activity for future.
To helps in marketing segmentation and strategies development.
To helps in knowing the product positioning and feeling in the
mind of target audience for the product or service.
To helps in improving the activities that will be according to the
need of the customers.

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RESEARCH
METHODOLOGY

14

CHAPTER-2

RESEARCH METHODOLOGY

2.1 Problem definition:

Management Decision Problem:

“How to increase the satisfaction of the customers of Vadodara Central”

Marketing Research Problem:

“What is the buying behavior of people of Vadodara city?”

Problem Definition

What are the factors that highly affect customer’s satisfaction level at
shopping malls?

What are the features & facilities, which customers are demanding?

What are respondent’s preferences for different brands?

What is the top of mind awareness of shopping at retail malls?

What is the extent of loyalty of customers towards Vadodara Central?

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2.2 Objectives of Study

Primary: “To study the customer satisfaction of people of Vadodara at
Vadodara Central”.

Secondary:

To find out the most important factor, this affects the
Consumer satisfaction.
To find out the most probable features which customer demanding in
a shopping mall.
To know the top-of-mind awareness of different malls around the city.
To know the response of the Vadodara Central customers & factors
which customers like or dislike and think of some improvements.
To know the relationship between the brands and income, occupation
and age.

2.3 Research Methodology:

Research Methodology is the systematic design, collection, analysis and
reporting of data and findings, relevant to appraisal specific personnel
situation facing the company. Research Methodology describes the research
procedure. This research procedure covers the following points:

A. Research design
B. Data collection method
C. Sampling plan

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A. Research Design:

A research design is an overall framework of project that indicates what
information to be collected from which sources and by which procedures.

Research design is the plan, structure, and strategy of investigation
conceived so as to obtain answers to research questions and to control
variance.

In this project, descriptive and cross-sectional research design has been
used because it describes the phenomena under study and
recommendations findings are specific under this study. Cross-sectional
studies are carried out once and selected, as the research will be carried out
in a particular time limit only.

The Six W’s

WHO-Who should be considered a potential respondent?
The data are collected from the people who visited the Vadodara Central.

WHAT-What information should the be obtained from respondent?
Study the customers satisfaction and there expectation & prefers.

WHERE-Where should the respondents be contacted to obtain the required
information?
The people who visited the Vadodara Central. Vadodara.

WHEN- When the information should be collected?
The data are collected from 21st May to 20th July 2007.

17

WHY-Why are we obtaining information from the respondents?
To know the satisfaction level & buying behavior of the customers of
Vadodara Central.

WAY- In what way are way going to obtained information from the
respondents?
The preparation the questionnaire for getting answer from the customers.

B. Data collection Method:

There are two sources of data:

1. Primary data sources
2. Secondary data sources

Primary data are collected by using the Filling up of the questionnaire
method of data collection.
Secondary data ---------------
Research Measurement Tool:
The most popular research instrument for data collection -questionnaire
has been used.
Type of Questions:
In the questionnaire, both close-ended questions and open-ended questions
were included. The close-ended questions further included multiple-choice
questions as well as rating scale questions.

Pre-Testing of questionnaire: It is necessary to check the questionnaire,
before actual research is done. Therefore pilot testing is done. In this case,
Pilot testing was done for ten respondents, and based on the feedback, the
questionnaire was fine-tuned.

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C. Sampling Plan:

Sampling Design and Sampling Method:

In this study, non-probability sampling design has been used and the
sampling method employed is Convenience Sampling because of time and
money constraints.

i. Define the Target population
-Element: Potential Customer of Vadodara Central.
-Sampling Unit: Visitors of Vadodara Central.
-Extent: Vadodara city.
-Time: From 21stMay.2007 to 20th July. 2007.

ii. Select sampling techniques: Non-probability Convenience. This has
been done instead of pure random sampling method (Probability Sampling)
because of time and money constraints.

iii. Execution of sampling process: We have collected data from people
who visited the Vadodara Central through filling up of questionnaire.

2.4 Statistical Test used:-

We have used SPSS soft ware for doing all kind of statistical test.

2.5 Statistical terms used:-

Mean: means value is obtained by adding together all the items and by
dividing by this total by number of items.

Standard deviation: a probability distribution, random variable, or
population or multiset of values is a measure of its values.
One –sample T test for: The One sample T Test compares the mean score of
a sample to know a value.

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Pilot testing: It is necessary to check the questionnaire, before actual
research is done. Therefore pilot testing is done.

Choice of survey method: Questionnaires is filled up in the mall.

Research instrument: Questionnaire was used for the purpose of the data
collection as the research instrument.

Questionnaire is consisted of the,
1. Close ended questions (many questions include use of the scales).
2. Open-ended question.

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DATA ANALYSIS

AND

INTERPRETATION

21

3.0 DATA ANAYALISIS AND INTERPRETATION

The preferred malls of Vadodara visited frequently by people of
Vadodara city.

1st 2nd 3rd 4th 5th
preference{%} preference(%} preference{%} preference{%} preference{%}

Central 64 18.7 12 5.3 0

Westside 7.3 34.7 42.7 15.3 0

Pantaloons 27.3 38.7 28.7 5.3 0

Planet 1.3 8.7 16.0 71.3 2.7
fashion
Others 0.7 0 0 2.0 97.3

1st 64%

1st
2nd
3rd
4th
5th

5%
19%
12%

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Inference:-

We can see that from the above table and graphs that out of 150
respondents (100%), there are 64% peoples who gives 1st and 18.7% people
who gives 2nd preference to the Central for the shopping in Vadodara city.
34.7% people who say that Westside is second most preferred destination
for shopping. 27.3%people preferred Pantaloons for the shopping as first
preference and also it has also 38.7% people who preferred as a second
most prefer destination for shopping.
So, we can say that the Central is the most preferred place for the shopping
for the people living in Vadodara city.

The number of people purchase during there visit at Vadodara Central.

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Purchase from Central

Frequency Percent Valid Percent Cumulative Percent
Yes 92 61.3 61.3 61.3
No 58 38.7 38.7 100.0
Total 150 100.0 100.0

Purchase
100

80

60

40

Frequency 20

0
Yes No

Purchase

Inference:-

We can see that from the above table and graphs that out of 150 respondent
61.3% people has purchase and 38.7% has not purchase during there visit
at Vadodara Central. So, we can say that most of the people will preferred to
do the shopping from Central when they came for visit at the Vadodara
Central.

The reasons for why the people has not purchase from Vadodara

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Central.

Not purchase from Central

Cumulative
Frequency Percent Valid Percent Percent
Purchased From VC 92 61.3 61.3 61.3
1 Accompanied with some one 10 6.7 6.7 68.0
2 Spend some time 15 10.0 10.0 78.0
3 Came to dine 11 7.3 7.3 85.3
4 Window shopping 22 14.7 14.7 100.0
Total 150 100.0 100.0

Not purchase
100

80

60

40

Frequency
20

0
Purchase from V.C. Spend some time Window shopping
Accompanied with some Came to dine

Not purchase

Inference:-
We can see that from the above table and graphs that out of 150 -
respondent,58 people those who had not purchase 6.7% people has
accompanied with some one purchase, 10% people has come for spend
some time , 7.3% people has came for dine and 14.7% people has came for
window shopping. So, we can know that most of people who had not
purchase is came for window shopping and for spend some time at
Vadodara Central so more variety and range of product should be increased.

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From the following section people made purchased or want to make a
purchase from Vadodara Central.

Sections Purchase Purchase in(%) Not purchase from
from Central.
Central
Men’s wear 56 19.37 94
Woman’s wear 31 10.70 119
Kid’s wear 16 5.53 134
Footwear’s 16 5.53 134
Sports wear 10 3.46 140
Food court 37 12.80 113
Cosmetics & 26 4.00 124
Accessories
Jewelry & watches 23 7.95 127
Books & music 23 7.95 127
toys 10 3.46 140
Electronic appliances 21 7.26 129
Mobile phones 20 6.92 130
total 289 100% 1511

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Men’s wear Woman’s wear
Kid’s wear Footwear’s
Sports wear Food court
Cosmetics & accessories Jewelry & watches
Books & music Electronic appliances
Mobile phones

Inference:-

respondent’s major amount of purchase was done from the Men’s wear
section which is 19.37% by the peoples.
Food court is also making a good amount of sale and having 12.80%
purchase done by the people from this section.
Women’s wear also having a good amount of sale in Vadodara Central which
is having 10.70% of the total sale at Vadodara Central.
There is also other section s which is contributing good amount revenue for
the Vadodara Central and there are sales from the other sections also as it
shown in the table or seen from the pie chart.

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The following features people like about the staff during there visit at
Vadodara Central.

Courteous Friendly Well groomed Knowledgeable
Valid 150 150 150 150
Missing 0 0 0 0

Frequency Table

Courteous

Cumulative
Disagree 8 5.3 5.3 5.3
Neutral 21 14.0 14.0 19.3
Agree 121 80.7 80.7 100.0
Total 150 100.0 100.0

Inference:-

We can see that from the above table and that out of 150 respondents 5.3%
people are disagree, 14% people are neutral and 80.7% people are agree that
staff of Vadodara Central is courteous So, we can say that most of people
find that the staff of Vadodara Central courteous to them during there visit
at Vadodara Central.

Friendly

Cumulative
Disagree 3 2.0 2.0 2.0
Neutral 27 18.0 18.0 20.0
Agree 120 80.0 80.0 100.0
Total 150 100.0 100.0

Inference:-

people are disagree, 18% people are neutral and 80% people are agree that
staff of Vadodara Central is Friendly with them during there visit at
Vadodara Central.

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Well groomed

Cumulative
Disagree 6 4.0 4.0 4.0
Neutral 38 25.3 25.3 29.3
Agree 106 70.7 70.7 100.0
Total 150 100.0 100.0

Inference:-

We can see that from the above table and that out of 150 respondents4.0%
people are disagree, 25.3% people are neutral and 70.7% people are agree
that staff of Vadodara Central is well groomed at the time when they visit at
Vadodara Central.

Knowledgeable

Cumulative
Disagree 13 8.7 8.7 8.7
Neutral 42 28.0 28.0 36.7
Agree 95 63.3 63.3 100.0
Total 150 100.0 100.0

Inference:-

people are disagree, 28.0% people are neutral and 63.3% people are agree
that staff of Vadodara Central is knowledgeable regarding the product and
service during there visit at Vadodara Central. So, we can say that most of
the people are satisfied with the staff services at Vadodara Central and they
get all available information when they asked.

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The following features people like about Central during there visit at
Vadodara Central.

VARIETY, QUALITY & RANGE OF PRODUCTS

One Sample T-Test:

Null Hypothesis (HO): There is no significant difference between calculated
mean and hypothesized mean (2). In other words, we hypothesize that the
customers are satisfied with the variety, quality & range of product.
i.e. Ho : x = µ = 2

Alternative Hypothesis (H1): There is significant difference between
calculated mean and hypothesized mean. In other words the customers are
not satisfied with the variety, quality & range of product.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2

Statistical Test: one sample t-test is chosen because the measurement of
data is interval in nature.

Significance level: 0.05

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One-Sample Statistic
T-Test

One-Sample Statistics

Std. Std. Error
N Mean Deviation Mean
Variety, Quality &
150 2.65 .543 .044
Range

One-Sample Test

Test Value = 2
Mean 95% Confidence
Sig. Differe Interval of the
(2-tailed) nce Difference
t df Lower Upper
Variety,
.000 .653 .57 .74
Quality& Range 14.729 149

TEST VALUE AT 3

customers are satisfied with the variety, quality & range of product.

calculated mean (0.00) and hypothesized mean (3.00). In other words the
customers are not feeling outstanding for the variety, quality & range of the
products.

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One-Sample Test

T-Test


Std. Std. Error
Variety, Quality &
150 2.65 .543 .044
Range

One-Sample Test

Test Value = 3
Mean 95% Confidence
(2-tailed) nce Difference
t df Lower Upper
Variety,
.000 -.347 -.43 -.26
Quality& Range -7.815 149

Inference:-
Here the test is performed at 95% significance level and the p-value comes
out as 0.00 which is lesser than 0.05, at the hypothesized mean value 2
and 3 we get the same result, it means that the null hypothesis H0 is
rejected and alternative hypothesis is accepted and it can be said that there
is significant difference between calculated mean and hypothesized mean.
So, we can say that customers are satisfied but not feel outstanding about
the variety, quality & range of the products available at Vadodara Central.

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PRICES OF PRODUCTS

One Sample T-Test:

customers are satisfied with the prices of product.
i.e. Ho : x = µ = 2

not satisfied with the prices of product.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2



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T-Test


Std. Std. Error
Prices 150 2.37 .660 .054

One-Sample Test

Test Value = 2
Mean 95% Confidence
t df (2-tailed) nce Difference
Lower Upper
Prices 6.808 149 .000 .367 .26 .47

TEST VALUE AT 3

customer likes the Variety; Quality & Range of the store is outstanding.

customers are not feeling outstanding for the price of the products.

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One-Sample Test

T-Test


Std. Std. Error
Prices 150 2.37 .660 .054

One-Sample Test

Test Value = 3
Mean 95% Confidence
Lower Upper
Prices 11.759 149 .000 -.633 -.74 -.53

Inference:-
out as 0.00 which is lesser than 0.05, at the hypothesis mean value 2 and 3
we get the same result it means that the null hypothesis H0 is again
So, we can say that customers are satisfied but not feeling outstanding
about the price of the products at Vadodara Central.

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NAVIGATING IN THE MALL

One Sample T-Test:

customer are satisfied with comfortable navigating.
i.e. Ho : x = µ = 2

calculated mean and hypothesized mean. In other words the users are not
satisfied with comfortable navigating.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2



36


T-Test


Std. Std. Error
Navigating 150 2.47 .599 .049

One-Sample Test

Test Value = 2
Mean 95% Confidence
Lower Upper
Navigating 9.684 149 .000 .473 .38 .57

TEST VALUE AT 3

customer likes the comfortable navigating in the mall.

users are not feeling outstanding about the comfortable navigating in the
mall.

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One-Sample Test

T-Test


Std. Std. Error
Navigating 150 2.47 .599 .049

One-Sample Test

Test Value = 3
Mean 95% Confidence
Lower Upper
Navigating 10.775 149 .000 -.527 -.62 -.43

Inference:-
out as 0.00 which is lesser than 0.05, a the hypothesized mean value 2and
3 we get the same result it means that the null hypothesis H0 is rejected
and alternative hypothesis is accepted and it can be said that there is
significant difference between calculated mean and hypothesized mean. So,
we can say that customers feel the mall navigating is satisfactory but not
feeling outstanding about it.
.

38

CLEANLINESS OF THE MALL

One Sample T-Test:

customers are satisfied with the cleanliness of the mall.
i.e. Ho : x = µ = 2

not satisfied with the cleanliness of the mall.
i.e. H1: x ≠ µ, i.e. H1: x ≠ 2



39


T-Test


Std. Std. Error
Cleanliness 150 2.71 .522 .043

One-Sample Test

Test Value = 2
Mean 95% Confidence
Lower Upper
Cleanliness 16.722 149 .000 .713 .63 .80

TEST VALUE AT 3

customers likes the cleanliness of the mall.

customers are not feeling outstanding about the cleanliness of the mall.

40

One-Sample Test

T-Test


Std. Std. Error
Cleanliness 150 2.71 .522 .043

One-Sample Test

Test Value = 3
Mean 95% Confidence
Lower Upper
Cleanliness -6.720 149 .000 -.287 -.37 -.20

Inference:-
out as 0.00 which is lesser than 0.05, at the hypothesized mean value 2and
3 we get the same result it means that the null hypothesis H0 is again
the cleanliness about the mall.
.

41

The number of times people visited the Vadodara Central in a month.

Visit

N Mean Std. Deviation
150 2.38 0.90

Mean:-We can say that most of the customers like to visited the Vadodara
Central twice and thrice in a month.

Std. Deviation: - We can say that most of the customers are loyal towards
the Vadodara Central and they are not volatile to other malls.

Visit

Valid Cumulative
Frequency Percent Percent Percent
Once 23 15.3 15.3 15.3
Twice 67 44.7 44.7 60.0
Thrice 40 26.7 26.7 86.7
More than
20 13.3 13.3 100.0
that
Total 150 100.0 100.0

42

Visit
70

60

50

40

30

Frequency 20

10

0
Once Twice Thrice More than that

Visit

Inference:-

respondents 15.3% people visit once, 44.7% people visit twice, 26.7% people
visit thrice and 13.3% people visit more three times Vadodara Central in a
month .So, we can say that the most of people visited twice and thrice in a
month at Vadodara Central.

43

The people think about the service of the different malls in
Vadodara city.

WESTSIDE

One Sample T-Test:

customers are satisfied with the service of the West side.
i.e. Ho : x = µ = 2

not satisfied with the service of the West side.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2



44

T-Test


Std. Std. Error
Westside 150 2.38 .552 .045

One-Sample Test

Test Value = 2
Mean 95% Confidence
Lower Upper
Westside 8.437 149 .000 .380 .29 .47

TEST VALUE AT 3

customers are satisfied with the service of the West side.

customers are not feeling outstanding for the service of the West side.

45

One-Sample Test

T-Test


Std. Error
N Mean Std. Deviation Mean
Westside 150 2.38 .552 .045

One-Sample Test

Test Value = 3
Mean 95% Confidence
Lower Upper
Westside 13.765 149 .000 -.620 -.71 -.53

Inference:-

So, we can say that customers are satisfied but not feel completely
outstanding about the service of the Westside.

46

CENTRAL

One Sample T-Test:

customers are satisfied with the service of the Central.
i.e. Ho : x = µ = 2

not satisfied with the service of the Central.
i.e. H1: x ≠ µ, i.e. H1: x ≠ 2



47

T-Test


Std. Std. Error
Central 150 2.82 .450 .037

One-Sample Test

Test Value = 2
Mean 95% Confidence
Lower Upper
Central 22.330 149 .000 .820 .75 .89

TEST VALUE AT 3

customers are satisfied with the service Central.

customers are not feeling outstanding for the service of Central.

48

One-Sample Test
T-Test


Std. Error
Central 150 2.82 .450 .037

One-Sample Test

Test Value = 3
Mean 95% Confidence
Lower Upper
Central -4.902 149 .000 -.180 -.25 -.11

Inference:-
out as 0.00 which is lesser than 0.05, at the hypothesized mean value 2 a 3
we get the same result, it means that the null hypothesis H0 is rejected and
alternative hypothesis is accepted and it can be said that there is significant
difference between calculated mean and hypothesized mean. So, we can say
that customers are satisfied but not feel completely outstanding about the
service of the Vadodara Central.

49

PANTALOONS

One Sample T-Test:

customers are satisfied with the service of Pantaloons.
i.e. Ho : x = µ = 2

not satisfied with the service of Pantaloons.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2



50

T-Test


Std. Std. Error
Pantaloons 150 2.69 .530 .043

One-Sample Test

Test Value = 2
Mean 95% Confidence
Lower Upper
Pantaloons 16.014 149 .000 .693 .61 .78

TEST VALUE AT 3

customer’s feels outstanding about the service of the Pantaloons.

customers are not feeling outstanding for the service of Pantaloons

51

One-Sample Test

T-Test


Std. Error
Pantaloons 150 2.69 .530 .043

One-Sample Test

Test Value = 3
Mean 95% Confidence
Lower Upper
Pantaloons -7.083 149 .000 -.307 -.39 -.22

Inference:-
So, we can say that customers are satisfied but not feel completely
outstanding about the service of the Pantaloons.

52

PLANET FASHION

One Sample T-Test:

customers are satisfied with the service of the Planet fashion.
i.e. Ho : x = µ = 2

not satisfied with the Planet fashion.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2



53

T-Test


N Mean Std. Deviation Std. Error Mean
Planet fashion 150 2.22 .554 .045

One-Sample Test

Test Value = 2
Mean 95% Confidence
Lower Upper
Planet fashion 4.863 149 .000 .220 .13 .31

TEST VALUE AT 3

customers are satisfied with the service of the Planet fashion.

not satisfied with the Planet fashion.

54

T-Test


Planet fashion 150 2.22 .554 .045

One Sample Statistics

Test Value = 3
Mean 95% Confidence
t Sig. Differe Interval of the
df (2-tailed) nce Difference
17.24 Lower Upper
Planet fashion 2 149 .000 -.780 -.87 -.69

Inference:-
and 3 we get same result, it means that the null hypothesis H0 is rejected
we can say that customers are satisfied but not feel completely outstanding
about the service of the Planet fashion.

55

JADEBLUE

One Sample T-Test:

customers are satisfied with the service of the Jade blue.
i.e. Ho : x = µ = 2

not satisfied with the service of the Jade blue.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2



56

T-Test


Jade blue 150 1.94 .626 .051

One-Sample Test

Test Value = 2
Mean 95% Confidence
Lower Upper
Jade blue -1.173 149 .243 -.060 -.16 .04

TEST VALUE AT 1

customers are feel poor about the service of the Jade blue.

customers are not feeling service is poor for Jade blue.

57

One-Sample Test


Jade blue 150 1.94 .626 .051

One-Sample Test

Test Value = 1
Mean 95% Confidence
Lower Upper
Jade blue 18.380 149 .000 .940 .84 1.04

Inference:-
So, we can say that some customers feels that service of Jade blue is
satisfying but there are also some feels that service of the Jade blue is poor.

58

SUBHIKSHA

One Sample T-Test:

customers are satisfied with the service of the Subhiksha.
i.e. Ho : x = µ = 2

not satisfied the Subhiksha.
i.e. H1: x ≠ µ, i.e. H1: x ≠ 2



59

T-Test


Subiksha 150 1.72 .646 .053

One-Sample Test

Test Value = 2
Mean 95% Confidence
Lower Upper
Subiksha -5.306 149 .000 -.280 -.38 -.18

TEST VALUE AT 1

customers are feel poor about the service of Subhiksha.

customers are not feeling poor for the service of Subhiksha.

60


Subiksha 150 1.72 .646 .053

One-Sample Test

Test Value = 1
Mean 95% Confidence
Lower Upper
Subiksha 13.644 149 .000 .720 .62 .82

Inference:-
So, we can say that some customers feel that service of Subhiksha is
satisfying but there are also some feels that service of the Subhiksha is
poor.

61

The experience of the people during the visit at Vadodara
Central.

PARKING FACILITY OF THE MALL

One Sample T-Test:

customers are satisfied with the Parking facility of the mall.
i.e. Ho : x = µ = 2

not satisfied with the Parking facility of the mall.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2



62

T-Test

Parking in the mall 150 2.45 .661 .054

One-Sample Test

Test Value = 2
Mean 95% Confidence
Sig. Differen Interval of the
t df (2-tailed) ce Difference
Lower Upper
Parking in the mall 8.278 149 .000 .447 .34 .55

TEST VALUE AT 3

customers are feel good about the Parking facility of the mall.

customers are not fell good about the Parking facility of the mall.

63

One-Sample Test
T-Test


Std. Std. Error
Parking in the mall 150 2.45 .661 .054

One-Sample Test

Test Value = 3
Mean 95% Confidence
Lower Upper
Parking in the mall 10.225 149 .000 -.553 -.66 -.45

Inference:-
and 3 we get he same result, it means that the null hypothesis H0 is
the Parking facility provided by the Vadodara Central.

64

AMBIENCE OF THE MALL

One Sample T-Test:

customers are satisfied with the Ambience of the mall.
i.e. Ho : x = µ = 2

not satisfied with the Ambience of the mall.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2



65

T-Test

Std. Std. Error
Ambience of the mall 150 2.76 .459 .037

One-Sample Test

Test Value = 2
Mean 95% Confidence
t Sig. Differen Interval of the
df (2-tailed) ce Difference
20.28 Lower Upper
Ambience of the mall 9 149 .000 .760 .69 .83

TEST VALUE AT 3

customers are feel good about the Ambience of the mall.

customers are not fell good about the Ambience of the mall.

66

One-Sample Test


Std. Std. Error
Ambience of the mall 150 2.76 .459 .037

One-Sample Test

Test Value = 3
Mean 95% Confidence
- Lower Upper
Ambience of the mall 6.407 149 .000 -.240 -.31 -.17

Inference:-
Ambience of the mall.

67

LIGHTING IN THE MALL

One Sample T-Test:

customers are satisfied with the Lighting in the mall.
I.e. Ho: x = µ = 2

not satisfied with the Lighting in the mall.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2



68

T-Test

Lighting in the mall 150 2.86 .385 .031

One-Sample Test

Test Value = 2
Mean 95% Confidence
27.37 Lower Upper
Lighting in the mall 4 149 .000 .860 .80 .92

TEST VALUE AT 3

customers are feel good about the Lighting in the mall.

customers are not fell good about the Lighting in the mall.

69

One-Sample Test
T-Test


Std. Std. Error
Lighting in the mall 150 2.86 .385 .031

One-Sample Test

Test Value = 3
Mean 95% Confidence
Lower Upper
Lighting in the mall -4.456 149 .000 -.140 -.20 -.08

Inference:-
the Lighting in the mall.

70

MUSIC IN THE MALL

One Sample T-Test:

customers are satisfied with the Music which was played in the mall.
i.e. Ho : x = µ = 2

not satisfied with the Music which was played in the mall.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2



71

T-Test

Std. Std. Error
Music in the mall 150 2.51 .621 .051

One-Sample Test

Test Value = 2
Mean 95% Confidence
Lower Upper
Music in the mall 9.990 149 .000 .507 .41 .61

TEST VALUE AT 3

customers are feel good about the Music which was played in the mall.

customers are not fell good about the Music which was played in the mall.

72

One-Sample Test

T-Test


Std. Std. Error
Music in the mall 150 2.51 .621 .051
One-Sample Test

Test Value = 3
Mean 95% Confidence
Lower Upper
Music in the mall -9.727 149 .000 -.493 -.59 -.39

Inference:-
the Music which was played in the mall.

73

MOVEMENT INSIDE THE MALL

One Sample T-Test:

customers are satisfied with the Movement inside the mall.
i.e. Ho : x = µ = 2

not satisfied with the Movement inside the mall.

i.e. H1: x ≠ µ, i.e. H1: x ≠ 2



74

T-Test

Std. Std. Error
Movement inside the
150 2.63 .536 .044
mall

One-Sample Test

Test Value = 2
Mean 95% Confidence
(2-tailed) ce Difference
t df Lower Upper
Movement inside
.000 .633 .55 .72
the mall 14.467 149

TEST VALUE AT 3

customers are feel good about the Movement inside the mall.

customers are not fell good about the Movement inside the mall.

75

One-Sample Test
T-Test


Std. Std. Error
Movement inside the
150 2.63 .536 .044
mall

One-Sample Test

Test Value = 3
Mean 95% Confidence
(2-tailed) ce Difference
t df Lower Upper
Movement inside
.000 -.367 -.45 -.28
the mall -8.376 149

Inference:-
and 3 we get the same result it, means that null hypothesis H0 is rejected
we can say that customers are satisfied but not feel outstanding about the
Movement inside the mall.

76

The people preferred to do shopping again at Vadodara Central.

Shopping again at Central

Valid Cumulative
Never Come 5 3.3 3.3 3.3
May be 37 24.7 24.7 28.0
Certainly 108 72.0 72.0 100.0
Total 150 100.0 100.0

Inference:-
We can see that from the above table that out of 150 respondents 3.3%
people will not like to shop again at VadoraCentral, 24.7% people say that
they may be come again to do shopping at Vadodara Central and 72,0%
people will say that they will certainly come for shop again at Vadodara
Central.

So, we can say that and only few people will not decide or not come for
purchase at Vadodara Central and most of the people like the V.C. for
shopping and they are ready to come again for shop at Vadora Central.

77

DEMOGRAPHIC DETAILS

Age Gender Marital status Occupation Income
Valid 150 150 150 150 150
Missing 0 0 0 0 0

Age

Valid Cumulative
Below 20 years 29 19.3 19.3 19.3
20 to 25 years 71 47.3 47.3 66.7
26 to 30 years 31 20.7 20.7 87.3
31 to 40 years 9 6.0 6.0 93.3
41 to 50 years 3 2.0 2.0 95.3
50 years above 7 4.7 4.7 100.0
Total 150 100.0 100.0

Inference:-
We can see that from the above table that out of 150 respondent 68%
people are from 20 to 30 years or 31 to 40 years age group and only 32%
people belongs to other age groups.

So, we can say that most people from age 20 to 30 years are come at
Vadodara Central than other age group people for doing the shopping and
for other activities.

Gender

Cumulative
Male 114 76.0 76.0 76.0
Female 36 24.0 24.0 100.0
Total 150 100.0 100.0

Inference:-
people who visited the Vadodara Central are Male and 24% people are of
Female gender.

78

Marital status

Valid
Frequency Percent Percent Cumulative Percent
Married 63 42.0 42.0 42.0
Unmarried 87 58.0 58.0 100.0
Total 150 100.0 100.0

Inference:-
people are married and 58% people are unmarried.

Occupation

Valid Cumulative
Student 51 34.0 34.0 34.0
Professional 22 14.7 14.7 48.7
Business person 27 18.0 18.0 66.7
Retired 3 2.0 2.0 68.7
Govt service 6 4.0 4.0 72.7
Self employed 7 4.7 4.7 77.3
Service 30 20.0 20.0 97.3
Housewives 4 2.7 2.7 100.0
Total 150 100.0 100.0

Inference:-
people are belongs from Student and Service class group and 32.7% people
are belongs from the Professional and business group . So, we can say that
Vadodara Central is most preferred place for shopping and other facility for
young.

79

Income

Valid
Frequency Percent Percent Cumulative Percent
Less than 5000 31 20.7 20.7 20.7
From 5001 to
21 14.0 14.0 34.7
10000
From 10001 to
31 20.7 20.7 55.3
20000
From 20001 to
16 10.7 10.7 66.0
30000
From 30001 to
7 4.7 4.7 70.7
40000
From 40001 to
4 2.7 2.7 73.3
50000
More than 50000 10 6.7 6.7 80.0
Can not disclose
30 20.0 20.0 100.0
Total 150 100.0 100.0

Inference:-
We can see that from the above table that out of 150 respondent 20.7%
people are belongs to the less than 5000 income group and same number of
people are belongs to the 10001 to 20001 income group, 20% people are not
interested in disclose there income.
So, we can say that high class income group people prefer Vadodara Central
for the shopping and Vadodra Central is also preferred place for the middle
income age group.

80

Correlation
Correlation between Purchase and satisfaction from service of staff of Central.

Satisfaction level for…. Satisfy

COURTEOUS Pearson Correlation .084

FRIENDLY Pearson Correlation .023

WELL GROOMED Pearson Correlation .058

KNOWLEDGEABLE Pearson Correlation -.078

There is Positive correlation between Purchases and Courteous, Friendly,
Well groomed and there is Negative correlation between Purchase and
Knowledgeable level.

81

Cross Tabulation
Between Purchase and Staff of Central

Purchase * Courteous
Crosstab
Courteous
Disagree Neutral Agree Total
Purchase Yes % within purchase 6.5% 15.2% 78.3% 100.0%
No % within purchase 3.4% 12.1% 84.5% 100.0%
Total % within purchase 5.3% 14.0% 80.7% 100.0%

Inference:-From above table we can say that 80.7% of people agree that staff
of Central is courteous to them.

Directional Measures

Nominal by Interval Value
Eta Purchase Dependent .084
Courtesy Dependent .084

This measure of the strength of association between two
categorical variables. A value .084 represent a weak association
between Purchase and courtesy from the staff of Central i.e. only 8.4%
association between Purchase and courtesy from the staff of Central.

82

Purchase * Friendly
Crosstab
Friendly

of Central is friendly to them.


Friendly Dependent .023

between Purchase and friendliness from the staff of Central i.e. only
2.3% association between Purchase and friendliness from the staff of
Central .

83

Purchase * Well groomed
Crosstab
Well groomed

of Central is well groomed.


Purchase Dependent .121
Eta Well groomed
.058
Dependent

between Purchase and well groomed staff of Central i.e. only 5.8%
association between Purchase and groomed staff of Central.

84

Purchase * Knowledgeable

Crosstab
Knowledgeable

of Central is knowledgeable.


Knowledge Dependent .078

between Purchase and knowledge of staff of Central i.e. only 7.8%
association between Purchase and knowledge of staff of Central.

85

Correlation
Correlation between Satisfaction level and Age, Gender, Status,
Occupation, Income and visit at Central.

Satisfaction level for…. Satisfy

AGE Pearson Correlation .041

GENDER Pearson Correlation -.157

MARITAL STATUS Pearson Correlation -.101

OCCUPATION Pearson Correlation .058

INCOME Pearson Correlation .196

VISIT Pearson Correlation .104

There is Positive correlation between Age and Satisfaction, Occupation and
Satisfaction, Income and Satisfaction, Visit at Central and Satisfaction and
there is Negative correlation between Gender and Satisfaction level, marital
status and Satisfaction level.

86

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