[Document title]

EPSIBA VICTORIA JABARAJ

[Company name] [Company address]
a) .INTRODUCTION
 Customer satisfaction is a measure of how product and services supplied a company can meet
the customer expectations. Customer satisfaction is still one of the single strongest prodictors of
customer retention. It's considerably more expensive to atiraci custeners than it is to keep old
once happy. In a climate of decreasing brand loyalties, understanding customer service and
measuring customer satisfaction are very crucial. There is obviously a strong link between
customer satisfaction and customer retention. Customer perception of service and quality of
product will determine the success of the product or service in the market.

 With better understanding of customer perceptions, companies can determine the customers
need e actions required to meet the can customer's needs. They can identify their own strengths
and weaknesses, where they stand in comparison to their competitors, chart out path future
progress and improvement. Customer satisfaction measurement helps to promote an increased
focus on custonier outcomes and stimulate improvements in the work practices and processes
used within the company.

 In a sharp contrast to the retail sector in developed economies, retailing in India though large in
terms of size is highly fragmented and unorganized. With close to 12 million retail outlets the
country has one of the highest retail densities worldwide. Retailing like rest of the world
retailing is one of the largest industries in India with sales amounting to about $350 billion, but
organized retail is estimated at only USS 8 billion. It is country's largest source of employment
after agriculture, has deepest penetration into rural India and accounts to about 10-11 % of
India's GDP and around 8% of the employment.

 Inefficiency in the existing supply chains pecsents further opportunity for organized players to
draw on this large market even as lack of consumer culture and low purchasing power restricted
the development of modern formats. Migration from unorganized to organized retail has been
visible with economic development in most countrics industry is getting more popular these
days and getting organized as well. With growing market demand, the industry is expected to
grow at a pace of 25-30% annually. The India retail industry is expected to grow from Rs. 35,000
crore in 2004-05 to Rs. 109.000 crore by the year 2010.
a) History OF DMART

 DMart retail chain accounts for 91 stores across India and is the third biggest in the industry. It is

operated by its parent company Avenue Supermarts Ltd (ASL). DMart is a chain of hypermarket

and supermarkets in India which was 10 first started in 2000 in Mumbai by R. K. Damani. DMart

began almost 14 years ago in the city of Mumbai (India) where its promoters walked the

supermarkets and co-operative stores of the time and observed the contents of the shopping

trolleys to gain an understanding of what the customer bought and what they rejected.

 All operational wisdom was gathered from the supermarket, while philosophically, it was clear

that the store must follow the principles laid down by Sam Walton. Wal-Mart had treated some

fundamentals as gospel and if they could succeed with their simple approach to retail, there was

no reason for a store in India not to do so. In a very basic way, therefore, all DMart did was to

watch the customer trolley and read everything about Sam Walton and WalMart. The strategy

paid off in spades and its retailing has customers lining up at their doors. The simple formula

that makes DMart tick is shared and intuitively understood as invaluable in the large

organisation. Probably this simplicity has helped it scale nicely while staying lean as an

organisation. One of the cornerstones of DMart's continued success is how it has retained its

frugal outlook to retail through all market upheavals and internal changes over the years. They

have the following unique selling proposition.

 Selling Tool Heavy discounts and has managed to sell cheap.

 Market Segment: Pricesensitive group.

[Link] of Study

 To analyse consumers' satisfaction level towards D-mart products.

 To analyse the promotional stratergies adopted by D-mart.

 After the commencement of D-Mart people have started preferring it more than other retail

stores. So this study is making a sincere attempt to understand and show the marketing

strategies adopted by D-Mart which turned it into one of the most successful Indian Chain

of Hypermarkets

[Link] for the study

 Over the years, research has been done in different service sectors, even in retail services,

to find out the drivers of customer satisfaction with respect to service quality and service

features of D-Mart products. To survive in competitive market and make the necessary

improvements in the service quality and feature trend and comparison on is

a need for study.

[Link] of the study

 The project aims to reveal the market status & competition for 'D-Mart

 It helps the company in strategy formulation and planning for further improvements.

 The study aims to reveal the customer satisfaction towards organized retail outlets.

 To know where 'D-Mart is facing problems and where it is having new opportunities in retail

sector.

 To compare with organized retail outlets and unorganized retailers and to study the latest

trends of retailing in India.

4. Research Methodology
 Research is the systematic process of collecting and analyzing information (data) in order to

increase our understanding of the phenomenon about which we are concerned or

interested.

 Research is a common parlance refers to a search for knowledge. The urge of understand

things may be rightly termed as research, in other words we can also refer research as a

scientific and systematic search of pertinent information of specific topic. The concept of

research is thus closely linked with human endeavor for better understanding of his

evolution, environment and growth through diverse stages of human history.

 Research therefore, has been an integral part of academic pursuits in the past. It has served

two fold purpose, intellectual sharpening and evolving new theories to explain diverse

phenomenon through which mankind survived with the progress of modern era. Human

 curiosity has leads to understand his environment in different angles. This process of

studying this awareness of man manifested in a process known as research

5. Research Design Descriptive Research

 Descriptive Research is a fact finding investigation which is aimed at describing the

characteristics of individual, situation or a group (or) describing the state of affairs as it exists

at present. The type of research method used is descriptive. The aim of descriptive research

is to verify formulated hypotheses that refer to the present situation in order to elucidate it.

 Descriptive Research is a fact finding investigation which is aimed at describing the

characteristics of individual, situation or a group (or) describing the state of affairs as it exists

at present. The type of research method used is descriptive. The aim of descriptive research

is to verify formulated hypotheses that refer to the present situation in order to elucidate it.
  A descriptive research is conducted using 100 respondents, where in the detailed analysis of

preference of shopping, preference on organized and unorganized outlets,

 latest trend towards branded retail outlets especially on 'D-Mart Satisfaction level of

customers towards more retail outlets. Where in the detailed analysis of the quality of the

service is analyzed with respect to various variables and compared with the competitors to

arrive at a conclusion on the Sampling is that part of statistical practice concerned with the

selection of a subset of individual observations within a population of individuals intended to

yield some knowledge about the population of concern, especially for the purposes of making

predictions based on statistical inference,

6. Limitation of the Study

 This study is restricted to Hyderabad city only and therefore, the results obtained out of this

study cannot be generalized to other parts and rural area

 Due to time constraints the sample size is restricted to 100 customers.

 The analysis will be based on the current data; as such it may lose its relevance in the future

 The response of the respondents may be biased.