HR Customer Satisfaction Project

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ABSTRACTS
This study on customer satisfaction level towards the F&V and FMCG products and service
offered by Heritage Foods Limited. “,(Medavakkam, Rajakilpakkam store)”. Aims at
understanding customers satisfaction of the product & services and analysis the satisfaction
of customers post sales.
Primary data was collected with the help of the questioner from the customers in this store.
The sample size considered for the study is from the branch of Medavakkam.
The tools for this analysis include percentage analysis dependent on reasonable price and
product advantage after sales service and store price. This findings and suggestions derived
from the data analysed with was to improve the satisfaction level of the customer with respect
to customer activities.

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1. INTRODUCTION
ABOUT THE PROJECT :
WHY ORGANISATIONS FOCUS ON CUSTOMER SATISFACATION
Businesses monitor customer satisfaction in order to determine how to increase their
customer base, customer loyalty, revenue, profits, market share and survival. Although
greater profit is the primary driver, exemplary businesses focus on the customer and his/her
experience with the organisation. They work to make the customers happy and see
customer’s satisfaction as the key to survival and profit. Customer satisfaction in turn hinges
on the quality and effects of their experience and the goods or service they receive.
Customers satisfaction, a term frequently used in marketing, is a measure of how products
and services supplied by a company meet or surpass customers expectation. Customers
satisfaction is defined as “the number of customers, or percentage of total customer, whose
reported experiences with a frim, its products, or its services (rating) exceeds specified
satisfaction goals.” In a survey of nearly 200 senior marketing managers, 71 percent
responded that they found a customer satisfaction metric very useful in managing and
monitoring their businesses.
It is seen as a key performance indicator within the business and is often part of a balanced
scorecard. In a competitive market place where businesses compete for customers, Customers
satisfaction is seen as a key differentiator and increasingly as become a key element of
business strategy.
Customers taste and preferences are changing day by day. Identification of these changes is a
major factor because the success of a frim depends on the ability of the frim to adjust with the
attitudes of the customers.
Customers satisfaction is an ambiguous and abstract concept and the actual manifestation of
the satisfaction will vary from person to person/service to products/service.
The state of satisfaction depends on a number of both psychological and physical variables
which correlate with satisfaction behaviour such as return and recommend rate.

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Essentially Customers satisfaction is the extent to which customers are happy with the service
and products provided by a business. It is an important concept in business because happy
customers those most likely to place orders and explore the full range of products/service
offered.
Severe competition occurs in the field of multi-level marketing companies and therefore
existence become very difficult. Customers satisfaction is a major factor of existence and in
order to specify the customers, identification of major factor influencing customers attitude is
necessary.
“Within organisations, Customers satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability…. These metrics
quantify an important dynamic. When a brand as loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective.”
Therefore, it is essential for businesses to effectively manage Customers satisfaction. To be
able do this, firms need reliable and representative measures of satisfaction.
“In researching satisfaction, firms generally ask customers whether their product or service
has met or exceeded expectations. Thus, expectations are the key factors behind satisfaction.
When customers have high expectations and the reality falls short, they will be disappointed
and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for
example, might receive a lower satisfaction rating than a budget motel-even though its
facilities and service would be deemed superior in ‘absolute’ terms.”
The important of Customers satisfaction diminishes when a firm has increased bargaining
power. For example, cell phones plan providers, such as AT&T and Verizon, participate in an
industry that is in an oligopoly, where only a few suppliers of a certain products or service
exist. As such, many cell phone plan contracts have a lot of fine print with provisions that
they would never get away if there were, say, a hundred cell phone plan provider, because
Customers satisfaction would be way to low, and customers would easily have the option of
leaving for a better contract offer.
There is a substantial body of empirical literature that establishes the benefits of Customers
satisfaction for firms.

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CUSTOMER SATISFACTION
Customer satisfaction is a term frequently used in marketing. It is a measure of how
products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals. In a survey of nearly 200 senior marketing managers, 71
percent responded that they found a customer satisfaction metric very useful in managing and
monitoring their businesses.
It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy.
"Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers' expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability.... These metrics
quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective.
Therefore, it is essential for businesses to effectively manage customer satisfaction. To be
able do this, firms need reliable and representative measures of satisfaction.
"In researching satisfaction, firms generally ask customers whether their product or service
has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction.
When customers have high expectations and the reality falls short, they will be disappointed
and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for
example, might receive a lower satisfaction rating than a budget motel—even though its
facilities and service would be deemed superior in 'absolute' terms.
The importance of customer satisfaction diminishes when a firm has increased bargaining
power. For example, cell phoneplan providers, such as AT&T and Verizon, participate in an
industry that is an oligopoly, where only a few suppliers of a certain product or service exist.
As such, many cell phone plan contracts have a lot of fine print with provisions that they
would never get away if there were, say, 100 cell phone plan providers, because customer
satisfaction would be far too low, and customers would easily have the option of leaving for a
better contract offer.

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There is a substantial body of empirical literature that establishes the benefits of customer
satisfaction for firms.
Customers satisfaction measurements :-
A basic and effective base line Customers satisfaction survey program should focus on
measuring customer perceptions of how will the company delivers on the critical success
factors and dimensions of the business as defined by the customers.
For example:
 service promptness
 courtesy of staff
 responsiveness
 understanding the customer problems, etc.
The finding of the company performance should be analysed both with all customers and by
the key segments of the customer populations. The essential starting point for Customers
satisfaction measurement (CSM) is exploratory research. Since satisfaction is about an
organisation’s ability. To meet customer requirement one has to start by clarifying with
customer exactly what those requirements are. This is done through exploratory research
using focus groups or one to one depth interviews.
Two main factors determine the accuracy of CSM. The first is the asking the right question
and the second is the asking them to the right people sample of customers which accurately
reflects the customers base.
Three things decide the accuracy of a sample. They are:
 It must be representative.
 It must be randomly selected.
 It must be adequate enough.
Improving Customers satisfaction
Published standards exist to help organisation develop their current levels of Customers
satisfaction. The international customer service institute (TICSI) has released the
international customer service standard (TICSS). TICSS enables organisation to focus their
attention on delivering excellence in the management of customer service, whilst at the same

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time providing recognition of success through a 3rd party registration scheme. TICSS focuses
an organization’s attention on delivery increased customer satisfaction by helping the
organisation through a service quality model. TICSS service quality model uses the 5 P’s-
policy, processes people, premises, product/service, as well as performance measurement.
The implementation of a customer service standard should lead to higher level of customer
satisfaction, which in turn influences customer retention and customer loyalty
Customer satisfaction surveys :
Surveys and questionnaires are the most common marketing research methods. Typically,
they are used to :
Assess the level of customer satisfaction with a particular product, ser
 vice are experience
 Identify factors that contribute to customer satisfaction and dissatisfaction;
 Determine the current status or situation of a product oor service;
 Compare and rank providers;
 Estimate the distribution of characteristics in a potential customer population; or
 Help establish customer service standards.
Customer satisfaction factors :
 Technological and engineering or reengineering aspects of product and services.
 Type and quality of response provided by the supplier.
 Supplier’s capability to commit on deadlines and how efficiently they are met.
 Customer’s service provided by the suppliers.
 Complaint management.
 Cost, quality, performance and efficiency of the product.
Measurement of customer satisfaction:
Customer satisfaction can be measured by using survey techniques and questioners.
Questions typically include an element of emotional satisfaction of customers coupled with
an element of behavioural satisfaction, as or loyalty to a particular product or service.
Benefits of customer satisfaction service:

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The benefits of conducting customer’s satisfaction service are significant and their impact can
last long after result is analysed. Customer’s satisfaction service can use to:
 Identify area that needs improvement
 Increase loyalty
 Identify customer satisfaction
STATEMENT OF THE PROBLEM:
In this competitive world lot of multi-level marketing companies are there in market and they
have variety of products and service line up as well. Some of them are going successful and
few of them are not doing well. This work is an attempt to study about a store MORE
QUALITY 1ST, which is a really successful branch of future group. But some of the people
are unsatisfied with navigation problem of more super market.

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2. COMPANY PROFILE
The Heritage Group, founded in the year 1992 by Sri Nara Chandra Babu Naidu, is one of the
fastest growing Private Sector Enterprises in India, with five-business divisions viz., Dairy,
Retail, Agri, Bakery and Renewable Energy under its flagship Company Heritage Foods
Limited (Formerly known as Heritage Foods (India) Limited). The annual turnover of
Heritage Foods crossed Rs.1606 crores in 2012-13.
Presently Heritage’s milk products have market presence in Andhra Pradesh,Telangana,
Karnataka, Kerala, Tamil Nadu, Maharastra, Odisha and Delhi and its retail stores across
Bangalore, Chennai and Hyderabad. Integrated agri operations are in Chittoor and Medak
Districts and these are backbone to retail operations and the state of art Bakery division at
Uppal, Hyderabad, Telangana.
In the year 1994, HFIL went to Public Issue to raise resources, which was oversubscribed 54
times and its shares are listed under B1 Category on BSE (Stock Code: 519552) and NSE
(Stock Code: HERITGFOOD)
THE FOUNDER
Sri Nara Chandra Babu Naidu
Heritage Foods Limited, India
Sri Chandra Babu Naidu is one of the greatest Dynamic, Pragmatic,
Progressive and Visionary Leaders of the 21 st Century.
With an objective of "Bringing prosperity into the rural families through co-operative
efforts", he along with a few like minded, friends and associates promoted "Heritage Foods"
in the year 1992 taking opportunity from the Industrial Policy, 1991 of Government of India
and he has been successful in his endeavor. At present, Heritage has market presence in the
states of Andhra Pradesh, Telangana, Karnataka, Kerala, Tamil Nadu, Maharastra, Odisha
and Delhi. More than three thousand villages and three lakh farmers are being benefited in
these states. On the other side, Heritage is serving millions of customers needs, employing
more than 3800 employees and generating indirect employment opportunities to more than

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10000 people. Beginning with a humble annual turnover of Rs.4.38 crores in 1993-94, the
annual turnover has crossed Rs.1606 crores during the financial year 2012-2013.
Sri Chandra Babu Naidu was born on April 20, 1951 in NaravaripallyVillage ,Chittoor
District, Andhra Pradesh , India . His late father Sri N. Kharjura Naidu was an agriculturist
and his late mother Smt. Ammanamma was a housewife. Mr. Naidu had his school education
in Chandragiri and his college education at the Sri Venkateswara Arts College ,Tirupati. He
did his Masters in Economics from the Sri VenkateswaraUniversity ,Tirupati. Sri Naidu is
married to Ms.Bhuvaneswari D/o Sri N T Rama Rao, Ex-Chief Minister of Andhra Pradesh
and famous Star of Telugu Cinema. Mrs. N Bhuvaneswari is presently the Vice Chairperson
& Managing Director of the company.
Mr. Naidu held various positions of office in his college and organised a number of social
activities. Following the 1977 cyclone, which devastated Diviseemataluk of Krishna district,
he actively organised donations and relief material from Chittoor district for the cyclone
victims. Mr. Naidu has been evincing keen interest in rural development activities in general
and the upliftment of the poor and downtrodden sections of society in particular.
Sri Naidu held various coveted and honorable positions including Chief Minister of Andhra
Pradesh, Minister for Finance & Revenue, Minister for Archives & Cinematography,
Member of the A.P. Legislative Assembly, Director of A.P. Small Industries Development
Corporation, and Chairman of KarshakaParishad.
Sri Naidu has won numerous awards including " Member of the World Economic Forum's
Dream Cabinet" (Time Asia ), "South Asian of the Year " (Time Asia ), " Business Person of
the Year " (Economic Times), and " IT Indian of the Millennium " ( India Today).
Sri Naidu was chosen as one of 50 leaders at the forefront of change in the year 2000 by the
Business Week magazine for being an unflinching proponent of technology and for his drive
to transform the State of Andhra Pradesh.
Heritage Slogan
When you are healthy, we are healthy
When you are happy, we are happy

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Mission
Bringing prosperity into rural families of India through co-operative efforts and providing
customers with hygienic, affordable and convenient supply of " Fresh and Healthy " food
products.
Vision
To be a progressive billion dollar organization with a pan India foot print by 2020.
To achieve this by delighting customers with "Fresh and Healthy" food products, those are a
benchmarkfor quality in the industry.
We are committed to enhanced prosperity and the empowerment of the farming community
through our unique "Relationship Farming" Model.
To be a preferred employer by nurturing entrepreneurship, managing career aspirations and
providing innovative avenues for enhanced employee prosperity.
BOARD OF DIRECTORS
Sri D. Seetharamiah, Chairman, aged 87 years, a commerce graduate from the Andhra
University and a member of the Institute of Chartered Accountants of India, is the senior partner
of Brahmayya& Co., a leading Chartered Accountants firm. He has been in practice for the last
five decades. He had occupied several coveted positions, which include, Membership of the
Southern Regional Board of Reserve Bank of India, Federation of Andhra Pradesh Chamber of

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Dr. V. Nagaraja Naidu, Director, aged 66 years, an M. Com, M. Litt and a PhD. (Financial
Management), starting from Administrative Staff College of India, Hyderabad in 1972 held
various positions in reputed Universities, Viz., Professor, Dean Director etc., and taught in the
fields of Finance and Business Economics at Post graduate and Doctorate levels for about 25
years. He had been the Registrar (Administrative head) of the Dr B R Ambedkar Open
University for about 10 years. He has been associated with the Company since inception and
has been able to utilize his intimate understanding of the rural socio economic scenario to
strengthen the milk procurement systems and strategies of Heritage, which contributed to the
current status of Heritage as a leading player in South India.
Dr. N. R Sivaswamy, Director, aged 77 years, a LL.B, M.A. (Economic), M.A. (Public
Administration), Ph.D. in Economics (University of Wisconsin, U.S.A) and a Fellowship holder
of the Ford Foundation, U.S.A, is a leading Advocate and Tax consultant and author of a book
titled "Employment potential of the Indian Industrial Sector" and several other articles and
Journals. He retired as the Chairman of the Central Board of Direct Taxes.
Sri N. P Ramakrishna, Director, aged 66 years, who has substantial experience in the transport
business, has a thorough understanding of the systems of milk procurement and transportation
and has enabled Heritage to strengthen its main milk procurement base at Chittoor, Bangalore
and nearby areas. He is also the Managing Director of Hotel Ramakrishna Private Limited
situated at Chittoor and was Chairman of the Chittoor Co-operative Sugar Factory.
Sri SrivishnuRajuNandyala, Director, aged 39 years, holds a bachelors degree in Chemical
Engineering from Osmania University, Andhra Pradesh. He is the founder Chairman and CEO
of EXCIGA group, which consists of five non banking finance companies. Founder and Past
President of Entrepreneurs Organization, Hyderabad. Past President of CII’s (Confederation of
Indian Industries) Young Indians, Hyderabad Chapter and a past member on the state council
of CII. He is a Director in several Public and Private Companies.

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Smt N. Bhuvaneswari, Vice-Chairman & Managing Director, aged 51 years, a B.A, is a
dynamic leader who has extensive experience in business and has been successfully steering
Heritage towards growth and better prospects. She is also a Director in several other Companies.
Sri Lokesh Nara, Director, aged 30 years, completed his Master’s Degree in Business
Administration from Stanford University and graduated with a Bachelor of Science degree in
Management Information Systems from Carnegie Mellon University. Before joining the Board
of Heritage Foods, he was associated with the Company as a Vice-President of the Retail
division. Before joining Heritage Foods, he worked with the World Bank as a Junior
Professional Associate where he completed various projects including an e-Governance
Capacity Building program for the government of Ethiopia, and e- Governance Capacity
Building program for the governments of South Sudan and Kenya.
SmtN.Brahmani, Executive Director, aged 25 years, completed her Master’s Degree in
Business Administration from Stanford University and graduated with a Bachelor of Science
degree in Electrical Engineering from Santa Clara University USA and Completed Bachelor of
Engineering with specialization of Electronics and Communications from ChaitanyaBharathi
Institute of Technology. Before joining the Board of Heritage Foods, she worked as Investment
Associate in Vertex Venture Management Pvt Ltd between 2009 to 2011 in Singapore and
associated with the Company as a Vice-President (Business Development).
PRODUCTS
 Milk
 Milk Products - Fresh
 Milk Products - Long Shelf Life
 Ice Cream
 Beverages
 Cleaning Aids
 Daily Fresh Needs
 General Merchandise
 Instant Food
 Ready Foods
 Staples

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3. OBJECTIVES OF THE STUDY
Primary objectives
To study the level of customer satisfaction towards the various products and services offered
by more quality 1st in Chennai with respect to Rajkilpakkam and medavakkam branch.
Secondary objectives
 To identify the customers attitude towards more quality 1st in Rajkilpakkam and
medavakkam.
 To give necessary suggestion on the basis of the findings of the study.
PERIOD OF STUDY:
The interviews are held during the period for the month December to January.

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4. SCOPE OF THE STUDY
 The success and failure of the company is purely based on customer’s satisfaction.
Globalization and liberalization has opened up high competition among the business
sectors.
 In order to retain the customer’s and also to attract the new customer the company has to
concentrate more ion service provided to the customer.
 It is through adviser that the customers are being highly influenced.
 It is an important aspect in ensuring customer satisfaction and customer retention. Therefore
there arises the needs for more quality 1st to find out the customer satisfaction it is this
context that the present study is undertaken.

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5. LIMITATIONS OF THE STUDY
 Time has been a major constraint throughout the study as it has been only for duration
of 1 month.
 As this survey was restricted to Chennai, this cannot be stated as an in depth research
on this subject.
 Time span to cover the whole study was quite short.
 The interpretations differ from respondent to respondent.
The accuracy of the data depends on the answers given by the respondents

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6. NEED FOR THE STUDY
 Customer satisfaction plays a major role for the growth of the company in the modern
market scenario. The basic idea of this study is to find the customer satisfaction towards
Heritage Group.
 That is to identify and recognize the customer needs and to take necessary steps towards
it.
 India is growing rapidly and changes are dynamic. People are changing, the preference
and the demand is also changing.
 The purpose of customer satisfaction is not only for retaining the customers but also to
attract new customers thereby increasing the sales and creating and maintaining brand
awareness.
 In this competitive market the level of customer satisfaction decides the success of any
product and any company.
 The right consumers have to be targeted and the right strategy should be implemented
at the right time. This will give the desired results.

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7. REVIEW OF LITERATURE
 Grigoroudis, E and Siskos, Y (2009) defines, “…a customer is any organization or
individual with which you have done business over the past twelve months”.
 Customer Satisfaction – Definitions Satisfaction has been broadly defined by Vavra,
T.G. (1997) as a satisfactory post-purchase experience with a product or service
given an existing purchase expectation.
 Howard and Sheth (1969)5 According to Westbrook and Reilly (1983) define
satisfaction as, “The buyer’s cognitive state of being adequately or inadequately
rewarded for the sacrifices he has undergone” (p.145).
 customer satisfaction is “an emotional response to the experiences provided by,
associated with particular 32 products or services purchased, retail outlets, or even
molar patterns of behaviour such as shopping and buyer behaviour, as well as the
overall market place” (p.256). Oliver (1981)
 The definition offered by Hunt (1977) put forward a definition as, “the summary
psychological state resulting when the emotion surrounding disconfirmed
expectations is coupled with the consumers’ prior feelings about the consumption
experience” (p.27).
 Customer/consumer satisfaction is “an evaluation that the chosen alternative is
consistent with prior beliefs with respect to that alternative” – Definition by Engel
and Blackwell (1982) is “an evaluation rendered that the (consumption) experience
was at least as good as it was supposed to be” (p.459).
 Tse and Wilton (1988) (p.501).
 Berry and Parasuraman (1991) define as, “the consumer’s response to the evaluation
of the perceived discrepancy between prior expectations (or some other norm of
performance) and the actual performance of the product/service as perceived after its
consumption” (p.204).
 argue that since customers’ satisfaction is influenced by the availability of customer
services, the provision of quality customer service has become a major concern of all
businesses. Customer satisfaction is typically defined as a post consumption
evaluative judgement concerning a specific product or service.
 It is the result of an evaluative process that contrasts prepurchase expectations with
perceptions of performance during and after the consumption experience.

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 Oliver (1981)14 defines customer satisfaction as a customer’s emotional response to
the use of a product or service. Anton (1996)15 offers more elaboration: “customer
satisfaction as a state of mind in which the customer’s needs, wants and expectations
throughout the product or service life have been met or exceeded, resulting in
subsequent repurchase and loyalty”.
 Merchant Account Glossary points out that, “Customer satisfaction is an ambiguous
and abstract concept and the actual manifestation of the state of satisfaction will very
from person to person and produce/service to produce/service.....”
 Anton (1996) offers more elaboration: “customer satisfaction as a state of mind in
which the customer’s needs, wants and expectations throughout the product or
service life have been met or exceeded, resulting in subsequent repurchase and
loyalty”.
 Merchant Account Glossary points out that, “Customer satisfaction is an ambiguous
and abstract concept and the actual manifestation of the state of satisfaction will very
from person to person and produce/service to produce/service.....”
 Schiffman and Kanuk (2004)17 Woodruff and Gardian (1996) defines customer
satisfaction as “The individual’s perception of the performance of the product or
service in relation to his or her expectations”.
 Hung (1977), “…. satisfaction is a kind of stepping away from an experience and
evaluating it … One could have a pleasurable experience that caused dissatisfaction
because even though it was pleasurable, it wasn’t as pleasurable as it was supposed to
be. So satisfaction / dissatisfaction isn’t an emotion, it’s the evaluation of the
emotion”. define “Satisfaction, then, is the evaluation or feeling that results from the
disconfirmation process. It is not the comparison itself (i.e., the disconfirmation
process), but it is the customer’s response to the comparison. Satisfaction has an
emotional component.”
 Oliver (1977)20 Some of the definitions available from web are compiled below:
“Customer satisfaction, a business term, is a measure of how products and services
supplied by a company meet or surpass customer expectation”. defines “Satisfaction
is the consumer’s fulfilment response. It is a judgment that a product or service

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feature, or the product of service itself, provided (or is providing) a pleasurable level
of consumption- related fulfilment, including levels of under- or over-fulfilment”.
 “Customer satisfaction is an ambiguous and abstract concept and the actual
manifestation of the state of satisfaction will vary from person to person and
product/service to product/service”.22 34 “Comparison of expectations versus
perception of experience”.
 “A customer’s perception of the degree to which their requirements have been
fulfilled.”
 According to Business Dictionary, customer satisfaction is, “Degree of satisfaction
provided by the goods or services of a firm as measured by the number of repeat
customers.”
 Hotel Industry – Definitions Peter Jones and Andrew Lockwood (2002)
 According to Dictionary of American History provide a simple definition for hotel as,
“an operation that provides accommodation and ancillary services to people away
from home.”
 Hotel industry is a large and highly diverse industry that includes a wide range of
property styles, uses and qualities. “The primary purpose of hotels is to provide
travellers with shelter, food, refreshment, and similar services and goods, offering on
a commercial basis things that are customarily furnished within households but
unavailable to people on a journey away from home”.
 Peter Jones and Andrew Lockwood (2002) defines a hotel as “a, usually large, house
run for the purpose of giving travellers food, lodging etc.” Further add, “an operation
that provides accommodation and ancillary services to people away from home.”
 O’Fallon and Rutherford (2010), in “Hotel Management and Operations” define
“hospitality is the cordial and generous reception and entertainment of guests or
strangers, either socially or commercially” (p.173).
 Vavra, T.G. (1997) in his book suggests specific programmes to improve the
measurement of customer satisfaction in an organization. The author describes five
36 critical skills required for this task viz. sampling/customer-participant selection,
questionnaire design, interviewing/survey administration, data analysis, and quality
function deployment-building action plans.

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 Willard Hom (2000)36 presents two broadly classified customer satisfaction models
viz. Macro-models, which place the customer satisfaction among a set of related
constructs in marketing research and Micro-models, which theorize the elements of
customer satisfaction. The paper also gives various models of customer satisfaction
from the perspective of the marketing research discipline. The concepts viz. value,
quality, complaining behaviour, and loyalty are labelled as ‘macro-models’
 The study by Alex M. Susskind (2002) examines how the nature of service failure
together with the restaurant’s service-recovery effort influences customers’ intentions
to return to the restaurant and their subsequent word-of-mouth communication
regarding the incident and the restaurant. The study shows how word-of-mouth
communication materializes from service experiences. The author argues that the
consumers evaluate the components of service viz
 Sachin Gupta et al (2007)38 demonstrate a methodology to quantify the links
between customer satisfaction, repeat-purchase intentions, and restaurant
performance. The authors has constructed a series of mathematical models using the
data from a national restaurant chain, that predict how the level of customer
satisfaction with certain attributes of gusts’ dining experience affects the likelihood
that they will come back. The authors constructed two different models for this study.
The first one is to

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8. RESEARCH METHODOLOGY
The survey technique is intended to secure one or more items of information from a
sample of respondents who are representatives of a larger group. The information is recorded
on a form known as questionnaire. As data are gathered by asking questions from persons who
are believed to have desired information, the method is known as questionnaire technique.
Research methodology is simply the framework or plans for the study that guides the
collection and analysis of data.
Research is the scientific way to solve the problems methods one by one, and arriving
at the best solution, considering the resource at the disposal of research.
RESEARCH STEPS
 Study about organization
 Setting of objectives
 Instrument –design(questionnaire)
 Main study
 Tabulated and cross tabulation
 Analysis and interpretation
 Findings
 Conclusion
 Suggestion
RESEARCH DESIGN
A research design is the specification of methods and procedure for acquiring the
information needed.
Its over all patterns or framework of the project that stipulated what information is to be
collected from which source by what procedure.it is also refers to the blue print of the research
process.

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Key issue options research design descriptive data research survey method
research instrument questionnaire, Expert interview research design consist of
DESCRIPTIVE STUDY:
A Study which wants to portray the characteristic of a group of individuals or
situation, is known as descriptive study. universe of the study the first step in developing any
sample design is to clearly define the set of objects technically called the universe to be studied.
In this case the universe includes all employees of Heritage Group pvt ltd .data collection from
primary data
Data Collection
1) Primary data:
Primary data are those which are collected the fresh and the first time and thus happen
to be original in character.it has been collected through a questionnaire method.it is a fresh
data, which has collected from the employees and having discussion and interaction from the
employees.
Primary sources of data are the data which needs the personal efforts of collecting it
and which are not readily available. Primary source of data are the other type of source through
which the data was collected.
Following are few ways in which data are collected:
i. Questionnaires:
It is the set of questions on a sheet of paper was being given to the customer to fill it, bases
on which the data was interpreted.
2) Secondary data:
Secondary sources are the other important sources through which the data was collected.
These are the readily available sources of the data where one had need not to put much effort
to collect, because it is already been collected and part in an elderly manner by some researcher,
experts.

23 | P a g e
Secondary data are those which are already collected by someone else and which have
been passed through the statistical process.
The secondary sources helpful for the study were
1) Text books like marketing management, research methodology
2) Internet was made use for the collection of the data.
3) News papers were also referred.
4) Business magazines were referred.
Sampling process sampling unit
All employees of Heritage Group ltd in Chennai duration: December –march 2012 type
of sampling used in this survey were simple random sampling in this method the
sampling units chose randomly from the total employees all the levels in origination.
Sample size:
By using judgment random sampling technique 50 respondents are selected for the
purpose of the study.
Sample size determination sample size restricted as the set of the sample is one
organization.no of sample collected were 50.
Sampling units:
This sample size was determined as 50 as is it selected randomly in the organization.
Sampling design:
It is a definite plan for obtaining from a given population.

24 | P a g e
Sampling plan:
Population in statistical means, the whole of the information which comes under the
preview of statiscalinvestigation.here the population is employees of Heritage Group ltd.
Period of study:
This study is undertaken for duration of 1 month.
RESEARCH INSTRUMENT
Questionnaire refers to a device for securing answer to a formally arranged list of questions by
using a term, which is the respondents fill in by themselves. questionnaire design
 Open-ended
Open ended questions: In this questions, the respondent answer his own words. this
type of questions is used rarely because it difficult to weight the result.
 Closed-ended
Closed ended questions: This questions in which respondent is give a limited
number of alternatives from which he is selected the one that most closely matches
his opinion or attitude.
 Multiple questions
Multiple questions: A multiple choice question refers to one which provides several
set of alternatives for its answer these type of questions are asked on demographic
section by the research.
Tools used
Tools like Percentage analysis has been widely used in this study. Other tools like
o Bar chart
A bar graph is a chart that uses either horizontal or vertical bars to show
comparisons among categories. One axis of the chart shows the specific categories being
compared, and the other axis represents a discrete value.
o Pie chart

25 | P a g e
A pie chart is a circular chart divided into sectors, illustrating numerical proportion. In
a pie chart, the arc length of each sector (and consequently its central angle and area),
is proportional to the quantity it represents.

26 | P a g e
9. DATA ANALYSIS AND INTERPRETATION
1. Table no:1 Respondents feedback about Stores are conveniently located
S.NO OPTIONS
NO.OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
1 Very strongly agree 13 26
2 Strongly agree 1O 20
3 Agree 14 28
4 Disagree 7 14
5 Strongly dlisagree 6 12
TOTAL 50 100
1.chart no:1 Respondents feedback about store are conveniently location
Interpretation:
From the above chart, 13% of the respondents very strongly agree, 10% of the respondents
strongly agree, 14% of the respondents agree, 7% of the respondent disagree, 6% of the
respondents strongly disagree for the above statement.
0
5
10
15
20
25
30
Very
strongly
agree
Strongly
agree
Agree Disagree Strongly
disagree
no of respondent
percentage of respondent

27 | P a g e
2. Table No:2 Respondents View About Store Working Hours Convenience:
S.NO OPTIONS
NO.OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
2 Strongly agree 15 30
3 Agree 10 20
4 Disagree 3 6
5 Strongly disagree 5 10
TOTAL 50 100
2.chart no:2 Respondents view about store working hours convenience:
Interpretation:
0
5
10
15
20
25
30
35
Very
strongly
agree
Strongly
agree
disagree
Series1
Series2

28 | P a g e
3.TABLE NO3:RESPONDENTS VIEW ABOUT
S.NO OPTIONS
NO.OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
3 Agree 10 20
4 Disagree 5 10
TOTAL 50 100
3.chart no 3:respondents view about
Interpretation:
0
5
10
15
20
25
30
35
Very
strongly
agree
Strongly
agree
disagree
Series1
Series2

29 | P a g e
4.Table no:4A good selection of products was present.
S.NO OPTIONS
NO.OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
3 Agree 10 20
4 Disagree 8 16
TOTAL 50 100
4.chart no:4 A good selection of product was present.
Interpretation:
0
5
10
15
20
25
30
35
40
Very
strongly
agree
Strongly
agree
disagree
Series1
Series2

30 | P a g e
5.Table no:5 Store has the lowest prices in the area.
S.NO OPTIONS
NO.OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
3 Agree 6 12
4 Disagree 8 16
TOTAL 50 100
5.chart no:5 store has the lowest prices in the area.
Interpretation:
From the above chart, 23% of the respondents very strongly agree, 10% of the
respondents strongly agree, 6% of the respondents agree, 8% of the respondent disagree,
3% of the respondents strongly disagree for the above statement.
0
5
10
15
20
25
30
35
40
45
50
Very strongly
agree
Strongly
agree
disagree
Series1
Series2

31 | P a g e
6.Table no:6 Merchandise sold is of the highest quality.
S.NO OPTIONS
NO.OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
3 Agree 12 24
4 Disagree 6 12
TOTAL 50 100
6.chart no:6 Merchandise sold is of the highest quality.
Interpretation:
0
5
10
15
20
25
30
Very
strongly
agree
Strongly
agree
disagree
Series1
Series2

32 | P a g e
7.Table no:7 Merchandise displays are attractive
S.NO OPTIONS
NO.OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
3 Agree 10 20
4 Disagree 8 16
TOTAL 50 100
7.chart no7:Merchandies display are attractive
Interpretation:
0
5
10
15
20
25
30
Very
strongly
agree
Strongly
agree
disagree
Series1
Series2

33 | P a g e
8.Table no:8Advertised merchandise was in stock.
S.NO OPTIONS
NO.OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
3 Agree 8 16
4 Disagree 6 12
TOTAL 50 100
8.chart no:8Advertised merchandise was in stock
Interpretation:
0
5
10
15
20
25
30
35
40
Very strongly
agree
Strongly
agree
disagree
Series1
Series2

34 | P a g e
9.Table no:9 Overall, I am very satisfied with the store.
S.NO OPTIONS
NO.OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
1
Very strongly
agree 18 36
3 Agree 7 14
4 Disagree 5 10
5
Strongly
disagree 5 10
TOTAL 50 100
9.chart no:9 overall,I am very satisfied with the store
Interpretation:
0
5
10
15
20
25
30
35
40
Very
strongly
agree
Strongly
agree
disagree
Series1
Series2

35 | P a g e
10.Table no:10 satisfied with the price I paid for what I bought.
S.NO OPTIONS
NO.OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
1
Very strongly
agree 21 42
3 Agree 9 18
4 Disagree 5 10
5
Strongly
disagree 3 6
TOTAL 50 100
10.chart no:10 satisfied with the price I paid for what I bought.
Interpretation:
0
5
10
15
20
25
30
35
40
45
Very
strongly
agree
Strongly
agree
disagree
Series1
Series2

36 | P a g e
11.Table no:11. I am very satisfied with the merchandise I bought.
S.NO OPTIONS
NO.OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
1
Very strongly
agree 17 34
3 Agree 8 16
4 Disagree 7 14
5
Strongly
disagree 5 10
TOTAL 50 100
11.chart no:11 I am very satisfied with the merchandise I bought.
Interpretation:
0
5
10
15
20
25
30
35
40
Very strongly
agree
Strongly
agree
disagree
Series1
Series2

37 | P a g e
12.Table no:12. Product Value
S.NO OPTIONS
NO.OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
1 Very Unsatisfied 17 34
2 Unsatisfied 13 26
3 Neutral 20 40
TOTAL 50 100
12.chart no:12.product Value
Interpretation:
From the above chart, 17% of the respondents Very Unsatisfied, 13% of the respondents
Unsatisfied, 20% of the respondents Neutral.
Very Unsatisfied
Unsatisfied
Neutral

38 | P a g e
13.Table no:13. Purchase experience
S.NO OPTIONS
NO.OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
2 Unsatisfied 13 26
3 Neutral 20 40
TOTAL 50 100
13.chart no:13.purchase experience
Interpretation:
From the above chart, 17% of the respondents Very Unsatisfied, 13% of the respondents
Unsatisfied, 20% of the respondents Neutral for the above statement.
0
5
10
15
20
25
30
35
40
45
Very Unsatisfied Unsatisfied Neutral
Series1
Series2

39 | P a g e
14.Table no:14. Installation or first use experience
S.NO OPTIONS
NO.OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
2 Unsatisfied 13 26
3 Neutral 25 50
TOTAL 50 100
14.chart no:14.Installation or first use experience
Interpretation:
From the above chart, From the above chart, 12% of the respondents Very Unsatisfied,
13% of the respondents Unsatisfied, 25% of the respondents Neutral for the above
statement.
0
5
10
15
20
25
30
35
40
45
50
Series1
Series2

40 | P a g e
15.Table no:15. Usage experience
S.NO OPTIONS
NO.OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
2 Unsatisfied 15 30
3 Neutral 25 50
TOTAL 50 100
15.chart no:15.useage experience
Interpretation:
From the above chart, From the above chart, 10% of the respondents Very Unsatisfied,
15% of the respondents Unsatisfied, 25% of the respondents Neutral for the above
statement.
0
5
10
15
20
25
30
35
40
45
50
Series1
Series2

41 | P a g e
16.Table no:16. Knowledge of the product
S.NO OPTIONS
NO.OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
1 Poor 11 22
2 Fair 15 30
3 Good 12 24
4 Very Good 12 24
TOTAL 50 100
16.chart no:16.knowledge of the product
Interpretation:
From the above chart, 11% of the respondents poor, 15% of the respondents fair, 12% of
the respondents good, 12% of the respondent very good, for the above statement.
0
5
10
15
20
25
30
Poor Fair Good Very Good
Series1
Series2

42 | P a g e
17.Table no:17. Courteousness
S.NO OPTIONS
NO.OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
1 Poor 11 22
2 Fair 17 34
3 Good 10 20
4 Very Good 12 24
TOTAL 50 100
17.chart no:17.courteousness
Interpretation:
0
5
10
15
20
25
30
35
40
Series1
Series2

43 | P a g e
18.Table no:18. Willingness to help
S.NO OPTIONS
NO.OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
1 Poor 10 20
2 Fair 12 24
3 Good 11 22
4 Very Good 17 34
TOTAL 50 100
18.chart no:18.willingness to help
Interpretation:
0
5
10
15
20
25
30
35
Series1
Series2

44 | P a g e
19.Table no:19. Efficiency/quickness
S.NO OPTIONS
NO.OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
1 Poor 9 18
2 Fair 13 26
3 Good 13 26
4 Very Good 15 30
TOTAL 50 100
19.chart no:19.Efficiency/quickness
Interpretation:
0
5
10
15
20
25
30
Series1
Series2

45 | P a g e
20.Table no: 20. Ability to complete transaction
S.NO OPTIONS
NO.OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
1 Poor 11 22
2 Fair 10 20
3 Good 10 20
4 Very Good 19 38
TOTAL 50 100
20.chart no:20.ability to complete transaction
Interpretation:
0
5
10
15
20
25
30
35
40
Series1
Series2

46 | P a g e
10. FINDINGS
1. Respondents feedback about store are conveniently location ( No. of respondents 14%
of the respondents agree )
2. Respondents view about working Hours convenience ( No. of Respondents 17% of
the respondents very Strongly agree )
3. Respondents view about ( No. of respondents from the above chart 17% of the
respondents strongly agree )
4. Good selection of product was present ( No. of respondents form the above chart 20%
of the respondents very strongly agree )
5. Store has the lowest prices in the area ( No. of respondents from the above chart 23%
the respondents very strongly agree
6. Merchandise sold is of the highest quality ( No. of respondents from the above chart
15% of the respondents very strongly agree )
7. Merchandise display are attractive ( No. of respondents from the above chart 15% of
the respondents strongly agree )
8. Advertised merchandise ( No. of respondents from the above chart 19% of the
respondents strongly agree )
9. Overall I am very satisfied with the store ( No. of respondents form the above chart
18% of the respondents Strongly agree )
10. Satisfied with the price I paid for what I bought ( No. of respondents form the above
chart 21% of the respondents Strongly agree )
11. I am very satisfied with the merchandise I bought ( No. of respondents form the above
chart 17% of the respondents Strongly agree )
12. Product value ( No. of respondents form the above chart 27% of the respondents
Strongly agree )
13. Purchase experience ( No. of respondents form the above chart 20% of the
respondents Strongly agree )
14. Installation of first use experience ( No. of respondents form the above chart 25% of
the respondents Strongly agree )
15. Usage experience ( No. of respondents form the above chart 25% of the respondents
Strongly agree )
16. Knowledge of the product ( No. of respondents form the above chart 15% of the

47 | P a g e
17. Courteousness ( No. of respondents form the above chart 17% of the respondents
Strongly agree )
18. Willingness to help ( No. of respondents form the above chart 17% of the respondents
Strongly agree )
19. Efficiency / Quickness ( No. of respondents form the above chart 15% of the
20. Ability to complete transaction ( No. of respondents form the above chart 19% of the

48 | P a g e
11. SUGGESTIONS
1. More branches should be open by the company for the customers to have better
and easy access.
2. The services that provided are only good to the customers. The services should be
improved so that the customers feel excellent about the service
3. Television is the main media through which the company can reach out to the
people. So advertisement should be telecasted frequently.
4. Many customers are unaware about the store location. Many stores can be opened in
populated areas to improve product availability.

49 | P a g e
12. CONCLUSION
 Research exposed four general characteristics of customer satisfaction involving
features or qualities related to customer satisfaction serving to identify this
phenomenon among other customer relationship management propositions;
 Customer satisfaction is a highly variable personal assessment that is greatly
influenced by individual expectations based on his/her own information, expectations,
direct contact and interaction, and circumstances (time, location and environment).
 Customer satisfaction involves the sum of personal (product and service) experiences
driven by its antecedents.
 Customer satisfaction is most often related to purchase, loyalty and retention behavior
with an effect on organizations profitability.
 Customer satisfaction characterizes itself by a high degree of word-of-mouth where
satisfied customers are most likely to share their experiences with other people to the
order of perhaps five or six people. Equally well, dissatisfied customers are more
likely to tell another ten people of their unfortunate experience.

50 | P a g e
13. BIBLIOGRAPHY
Books Reference
1. Research Methodology & Technologies, C.R.Kothari, WishwaPrakshan, New Delhi,
2002
2. Marketing Management, Philip Kotler, The Prentice Hall, New Delhi, 2009
3. Consumer satisfaction David L. Loudon & Albert J. Della Bitta, Tata McGraw Hill,
New Delhi, 2008
Websites
www.heritageretail.com

51 | P a g e
14. QUESTIONNAIRE
NAME :
GENDRE : male female
AGE : 18-30 31-40 41-50
EDUCATION : DIPLOMA UG PG OTHERS
INCOME : 5000-10000 10,000-15000
15,000-20,000 20,000-25000
above 25,000.
EXPERIENCE : 0-2 yrs. 3-4yrs 5-6yrs
above 6yrs.
PART-2:
3. Stores are conveniently located
a) Very Strongly Agree b) Strongly Agree c) Agree
d) Disagree e) Strongly Disagree
4. Store hours are convenient for my shopping needs
a) Very Strongly Agree b) Strongly Agree c)Agree
5. Store atmosphere and decor are appealing
d) Disagree e)Strongly Disagree
6. A good selection of products was present.
7. (Store) has the lowest prices in the area.
8. Merchandise sold is of the highest quality.
Q
U
E
S
T
I
O
N
N
A
I
R
E
“
A
S
T
U
D
Y
O
N
E
M
P
L
O

52 | P a g e
9. Merchandise displays are attractive
10. Advertised merchandise was in stock.
11. Overall, I am very satisfied with the store.
12. I am very satisfied with the price I paid for what I bought.
13. I am very satisfied with the merchandise I bought.
14. Product Value
a) Very Unsatisfied b) Unsatisfied c) Neutral
15. Purchase experience
16. Installation or first use experience

53 | P a g e
17. Usage experience
18. After purchase service (warranty, repair, help desk)
19. Knowledge of the product
a) Poor b) Fair c) Good
d) Very Good
20. Courteousness
d) Very Good
21. Willingness to help
d) Very Good
22. Efficiency/quickness
d) Very Good
23. Ability to complete transaction
d) Very Good

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