FACTORS AFFECTING
CUSTOMER’S SATISFACTION OF
SUPERMARKET CUSTOMER’S IN
HYDERABAD.
L I T E R AT U R E R E V I E W
INTRODUCTION
• According to world population review Hyderabad is the second largest city of Sindh province and an ideal home for
urbanization. People from the whole interior Sindh province come to shop. Grocery markets in Hyderabad facilitate a vast
and growing population of the district along with other adjacent districts. Retail markets play vital role in providing a wide
range of goods that can be necessities to auxiliaries for public.
• SUPERMARKETS IN HYDERABAD:
There are number of grocery stores present in Hyderabad but we will be focusing on the below mentioned three stores
• 1. MAX BACHAT:
• Max bachat is a well known supermarket located at Thandi Sarak Hyderabad, established in [Link] is Hyderabad's grocery
store that offers 10,000 of products in wholesale prices. Customers buy variety of products it most affordable prices.
• 2. DAWOOD:
• Dawood Supermarket is one stop shop located at Autobahn Road, is Hyderabad's retailing corporation that operates as a
chain of departmental and grocery store. This store offers wide variety of products including grocery items, crockery,
apparels, cosmetics and bags, footwear, furniture and much more.
• 3. GROCERS:
• The Grocers established in 2016, a complete lifestyle and Gourmet mega grocery store provides quality groceries, food,
vegetables, poultry and meat at Boulevard Mall Hyderabad. One stop shopping solution for Hyderabad Consumers
offering them choice and variety also value for money and quality like never before.
RESEARCH OBJECTIVES
1. To identify impact of Location on customer satisfaction of grocery store customers in Hyderabad, Pakistan
2. To identify impact of Pricing on customer satisfaction of grocery store customers in Hyderabad, Pakistan
3. To identify impact of Promotion on customer satisfaction of grocery store customers in Hyderabad, Pakistan
RESEARCH HYPOTHESES
• : There is a significant impact of Location on customer satisfaction of grocery store customers in Hyderabad, Pakistan
• Ho: There is no significant impact of Location on customer satisfaction of grocery store customers in Hyderabad, Pakistan
• : There is a significant impact of Pricing on customer satisfaction of grocery store customers in Hyderabad, Pakistan
• Ho: There is no significant impact of Pricing on customer satisfaction of grocery store customers in Hyderabad, Pakistan
• : There is a significant impact of Promotion on customer satisfaction of grocery store customers in Hyderabad, Pakistan
• Ho: There is no significant impact of Promotion on customer satisfaction of grocery store customers in Hyderabad, Pakistan
STATEMENT OF THE PROBLEM
This study provides the information about the impact of location, pricing and promotion on
grocery stores customer’s and customer satisfaction. The study focuses on people
understanding about whether the impact of selected marketing mix is there over customer
satisfaction or not.
PURPOSE OF STUDY
The purpose of our research study is to find out about the impact of location, pricing and
promotion on grocery stores customer’s and customer satisfaction. The customer satisfaction is
greatly affected by which factor whether its location, pricing or promotion. Therefore, the
dissertation will help the reader in knowing new information about customer satisfaction and
selected marketing mix.
DEPENDENT & INDEPENDENT VARIABLE
Customer
satisfaction
1. LOCATION AND CUSTOMER SATISFACTION
Author (Year) Method Results Recommendations
MOHAMMED AL-ALI, A dataset from 313 Three determinants Results may help
NOR ERNE NAZIRA shoppers who had carried monetary value, service managers of grocery
BAZIN and SITI out. Using Partial Least and convenience, and stores in Malaysia to
MARYAM Squares analysis method. store quality image have develop and implement
SHAMSUDDIN (2015) a positive impact on more successful
customer satisfaction. relationship marketing
strategies
Duong Quoc Buu (2015) Quantitative survey The results also showed This study is likely to be
method, 300 respondents. that we can the first one to mention
Questionnaire hand conclude that the and create an equation
delivered. perception of male and for the prediction of
Tests were factor female consumers customer satisfaction
analysis, Pearson’s was highly influenced by from store environment
correlation coefficient, price and aesthetic factors for specific
and ANOVA, multiple factors. customer demographic
regression analysis, and groups.
cluster analysis.
Author (Year) Method Results Recommendations
Dr. [Link] and Data were collected Factors like employees’ The research can be
Dr. [Link] (2018) through structured behavior, Leisure & extended in other areas
questionnaire. The refreshment, Ambience, of the State and
sample consists of 400 Price & Quality, comparative study can be
consumers. ANOVA and Location and Exclusive undertaken by taking
f-test applied Products were major other organized retail
predictors of consumer formats.
satisfaction as they were
found to be significant at
one percent or five
percent level.
Summaira Malik, This research study is The results also showed The results of this study
Asif Zameer, conducted on 300 that we can can be an indicator for
Imran Hameed Khaliq respondents by using conclude that the supermarkets to make the
and shop intercepts method perception of male and necessary changes in
Lubna Uzair. (2016) in Pakistan. female consumers their operations, targeting
was highly influenced by and communication
price and aesthetic strategies for different
factors. geographic and
demographic segment of
customers.
Author (Year) Method Results Recommendations
S M Sohel Rana, By doing interviews from The study found that The results suggest that
Abdullah Osman and customers of three big responsiveness and the model satisfactorily
Md. Aminul Islam. retail chain stores the product quality were explains customer
(2014) data were collected. most important to satisfaction and that
customers followed by retail chain store owners
and Correlation Analysis price and physical and managers should
was done. design. Location did not focus on four major
have a significant effect elements –
on customer satisfaction responsiveness, product
although the exploratory quality physical design
analysis and the and pricing policies if
secondary research customer satisfaction is
supported it. to be treated as a
strategic variable.
2. PRICING AND CUSTOMER SATISFACTION
Author (Year) Method Results Recommendations
Rajesh K. Yadav, Manoj Multivariate statistical The study found that the Small kirana shops
Verma(2015) techniques were used to customer perceived to be should now involve more
analyze the data more satisfied with technology like credit
collected with the help of organised retail store and debit card machines
a structured when compared with and better inventory
questionnaire conventional kirana management system for
stores in relation with increasing efficiency of
price and benefits in their business.
shopping.
Mansour Rasoly (2018) The primary data According to this study Customers now prefer
collected 81 respondents 67 % of the respondents the organized retailers
through questionnaires are believe there are than unorganized
directly from respondents price differentiation, 10 retailers and it is because
in the field and analyzed % of them believe no and of products quality,
to charts and tables by the 23 % of them don’t products availability,
SPSS to show a clear have any idea about price international and
picture of the study. between small retail shop recognized products,
and the supermarket. branded products and
price.
Author (Year) Method Results Recommendations
S. Karmugil and Dr. R. A total of 375 This study the result of The retail stores should
Kannapa (2015) questionnaires have been this analysis suggests the adopting customer-
randomly distributed to degree of customer friendly marketing
retail customers. Using satisfaction in terms of strategies in terms of
descriptive statistics services provided by the selling the best quality
method cross table organised retail stores in products and services
analysis and one way Tiruchirappalli Town continuously to the
ANOVA f test consumers
Dinesh.P , Norida.A , A common questionnaire these research findings research outcome will
Ali.H.M.R2(2018) distributed to the should conclude that enable retail stores in
university students and factors such as Malaysia to sustain their
SPSS are use. The tests promotional mix, service competitive advantage
that will be used in this quality, psychological against speedy existing
research are normality factor and product of online shopping
test, reliability test, quality have a significant
Pearson correlation and relationship with
multiple regressions customer satisfaction and
customer retention
toward retail store in
Malaysia.
Author (Year) Method Results Recommendations
Djumarno,,Santrianimati The sample used in this The result Showed Future studies could
na Anjani, and Said study are 125 significant effect of examine the other
Djamaluddin (2018) respondents taken by product quality and variables that are
simple random sampling prices to customer supposed to influence the
technique. The tools of satisfaction. The result satisfaction and loyalty
analysis of the was Also Showed a in online shopping.
Structural Equation significant effect of These variables can be
Modeling (SEM) by customer satisfaction to examined in the earlier
SPSS Amos program customer loyalty. study effect on customer
satisfaction and customer
loyalty.
[Link] AND CUSTOMER SATISFACTION
Author (Year) Method Results Recommendations
Eluiza Alberto de They conducted a The results revealed that the suggestions for future
Morais Watanabe, quantitative study among attributes are grouped into five research might include
Dario de Oliveira 400 individuals from factors. The constructs studies to identify clusters
Lima-Filho, Campo Grande, MS, “environment” and of consumers based on
Cláudio Vaz Torres southwest Brazil. “promotions” were not demographic variables and
(2013) Exploratory Factor considered significant in evaluate whether image
Analysis (EFA) and determining satisfaction, attributes have the same
Structural Equation while the attributes “ pattern of influence on
Modeling were used personell”, “product” and satisfaction in different
“price” had a positive effect on segments.
satisfaction, with the latter
having the greatest impact.
author (year) Method Results Recommendations
Mihalj Bakator, Data was collected The findings imply that Multiple samples should be
Dejan Đorđević, through an online survey promotional activities have compared, and analyzed. A
Dragan Ćoćkalo from 466 subjects a major influence on more detailed survey, and
(2018) (customers, consumers, customers’ post-purchase interviews with customers
and users of various experience. could give a more ac-curate
products). The struc-tured identication of
survey was distributed in relationships between
Serbia. market-ing constructs.
A total of 150 respondents Multiple sample size must be
Sam Angelo M. answered the questionnaire Results of computed r showed taken into account in further
Parco (2013) and another 100 new and that there were significant studies for a better clarity of
loyal customer respondents relationship between customers the information gathered.
represented in the satisfaction and how customers
interviews conducted during decision from buying at
the survey. supermarket in the following
variables : Customer service,
price, good Image and
relationships, and advertising
and sales promotions.
Author (year) Method Results Recommendations
Satnam Ubeja The sample This study shows that the Further studies should
(2014) included 175 active mall average customer of Indore include other different malls
shoppers. identified by a city in our to get a big picture of the
structure questionnaire and sample was not very sale promotional factors that
captured in 5 factors of promotion conscious, but must be used.
sales promotion mix. students are quite conscious
about
any type of sales promotion
mix factors.
A mail survey was sent to a
Patricia sample of specialty and The results imply that while The study must be extended
Huddleston (2012) conventional grocery store specialty store shopper in respect to sample size
customers. The ten state satisfaction characteristics are and with the number of
sample was drawn from US clearly delineated, stores.
households. conventional store shopper
characteristics are more
difficult to pinpoint
CONCLUSION
The results of our research shows that two alternative hypothesis are accepted but third
hypothesis is rejected which is as follows there is a significant impact of Location and pricing
on customer satisfaction of grocery store customers whereas there is no significant impact of
Promotion on customer satisfaction of grocery store customers in Hyderabad, Pakistan. It can
be evaluated that there is a room for improvements in promotional strategies therefore it is
recommended that future promotional strategies shall be revised and tested on the basis of
customer satisfaction so that promotion also influences the customer satisfaction in order to
gain customer loyalty
RECOMMENDATION
• The research conducted on supermarkets in Hyderabad Pakistan reveals that promotion do not
have positive relation on customer satisfaction which shows that there is a room for
improvements in promotional strategies therefore it is recommended that future promotional
strategies shall be revised and tested on the basis of customer satisfaction so that promotion do
impacts on customer satisfaction.
• Whereas location of supermarkets and their pricing is indeed a major factor that satisfies
customer of supermarkets in Hyderabad, Pakistan so we recommend that any new supermarket
that enters Hyderabad, Pakistan or new extension of existing supermarkets shall be located on
feasible locations for people along with reasonable prices in future.
THANKYOU
