"CUSTOMER SATISFACTION TOWARDS RETAIL SHOPS IN MALLS

NEED FOR THE STUDY: I have got a very nice topic for marketing research which is Customer satisfaction towards retail shops in malls. It is a very interesting project and I have learnt a lot from that. It is all about research on customer satisfaction and perception of customer towards retail shops in malls and tries to find out the new idea about malls. At present time there are many malls out lets open in Chennai region; through this questionnaire I have collected information regarding comparative analysis of different brands. I have done research through market as well as colony where the business men, students gives their idea frequently and My research shows the behavior of customer regarding to the retail shops in malls to till date.

OBJECTIVE: Primary Objectives: The objective of the research is to know the behavior, perception attitude & knowledge towards retail shops in malls and what should be modification and ideal media for advertising of the malls. Secondary Objectives: To know about the customer perception towards retail shops. To know about market value of malls. To know about customer perception towards culture of malls.

REVIEW OF LITERATURE: Marketing research:

Marketing research is the function that links the consumer customers and public to the marketer through information and this information used to identity and define marketing opportunities and problems, generate, refine, and evaluate marketing action ,monitor marketing performance , and improve understanding of marketing as a process analyzes and communicate the findings and their implication. Marketing research is gathered using a systematic approach.

Marketing process: Define the problem, never conduct research for things that you would like to know .make sure that you really need for knowing something. The problem then becomes the focus of research. How will you collect data that you will analyze to solve the problem. Do we conduct a telephonic survey or a focus group. Select a sampling method. Do we use a stratified sample, cluster sample or random sample? Collect the data. Conduct the analysis of the data. Check for errors. It is not uncommon to find the errors in sampling, data collection method analytical mistakes. Write the final report that contains charts, tables that will communicate the result of the research and hopefully lead to the solution of the problem. Watch out for errors in interpretation. There are two main source of data collection, primary data and secondary data .primary research is conducted from scratch. It is original and collected to solve the problems in hand. Secondary research is also known as desk research already exists since it has been collected for other purpose.

RESEARCH METHODOLOGY: Data collection method: There are two main source of data collection, primary data and secondary data .primary research is conducted from scratch. It is original and collected to solve the problems in hand. Secondary research is also known as desk research already exists since it has been collected for other purpose.

i) PRIMARY 1) Direct Personal Interview 2) Indirect Personal Interview 3) Information from respondents ii) SECONDARY a) Published sources

1) Govt. Publication 2) Report Committees and Commissions 3) Private Publication 4) Research institutions 5) Unpublished resources Primary data: Primary data are those which are collected for the first time and are thus original in characters. Primary data are in the shape of raw material to which statistical methods are applied for the purpose of analysis and interpretation. After statistical treatment the primary data loss their original shape and become secondary data. Secondary data: Secondary data are those which have already been collected by some other persons and which have passed through the statistical machine at least once. Secondary data are usually in the shape of finished products since they have been treated statistically in some form or the other. Questionnaires: There are four types of questionnaires:1) Disguised structured 2) Disguised non- structured 3) Undisguised structured 4) Undisguised non structured Sampling method: In statistics, the term population or universe means any finite or infinite collection of individuals and sampling means a part of population or a subset from a set of units which is provided by some process or other usually by deliberate selection with the object of investigating the process or set. Broadly speaking sampling method can be divided into two parts 1) Probability sampling: It is a method of sampling in which the probability of unit being selected is known. It can be categorized under following subtypes a) Simple Random Sampling b) Stratified Random Sampling c) Systematic Sampling

d) Cluster Sampling 2) Non- Probability sampling: It is method of sampling in which the probability of a unit being selected is not known. It can be categorized under following sub types: a) Quota Sampling b) Judgment Sampling c) Convenience Sampling d) Snow Ball Sampling According to my project Customer satisfaction towards retail shops in malls I have selected convenience sampling and from there I have selected customers randomly. I have collected our data in Primary form and as per the schedule I have taken 50 persons for the sample and I have selected the area of research NCR and Delhi and my sample frame is business. Source of data: 1. Gathering data from market. 2. Conducting customer surveys. 3. Determining the need of your customer. 4. Evaluating market place. LIMITATIONS: In every research work there are some limitations and this research is no exception. Due to differing perceptions, communications errors in the form of miscomprehension, selective perception creeps in. In this case, errors were unavoidable and thus might have added to slight inaccuracy in my results. Limitation of time: Availability of time was one of the biggest limitations faced. Due to shortage of time we had to limit the work in its present form. Had we more time we could have selected a bigger sample size, which means more interaction which is beneficial for our marketing research project as well as will improve our confidence and communication skills. Limitation of cost: Money was also one of the major limitations faced while conducting this research. Limitation on the part of respondents: Some of the people were not interested or motivated enough in filling up the questionnaire. Some people were busy with their job or not willing to co-operate. Some

questioned about the benefits they get, and some didnt fill the questionnaire because they were reluctant to give their phone numbers. In some instances respondents may not have revealed the truth. It is quite possible that the personal biases of respondents might have crept.

EXPECTED DELIVERABLES: to find out the factors which affects the retail shops. To find out the innovative idea of customers. To Comparative analysis of retail shops in malls over general shops. To find out the role of retailer in shopping malls. To comparative analysis of different brand of retail shops in malls. To find out the target area or groups for malls. To find out generally which retail shops preferred by the customers. To find out over all the customer satisfaction towards retail shops in malls

BIBLIOGRAPHY: The lists of reference for the purpose of completing this marketing project are as given below: Books: Marketing Research by Harper and Boyd. Business statistics by: S.P.Gupta & M. P.

Web Sites:

www.businessdictionary.com www.forbes.com www.primemarketingstrategy.com