A Study on the consumer perception of Indus Super mart, Nawabshah
Assignment No: 01
Submit to: Zahid Hussain (017) (BBA-019)
Subject: Business Research Method
bit
B
Submit to: Prof. Dr. Salman Bashir Memon
Professor in Department of Business Administration
Shaheed Benazir Bhutto University, Shaheed Benazir Abad
Date: 09/05/2022
A study on the consumer perception of Indus Super mart, Nawabshah.
Zahid Hussain
Student, Department of Business Administration, Shaheed Benazir Bhutto
University, SBA
Email: Zahidhussain9341@gmail.com
Abstract:
The purpose of this study was to find out how customers perception about the Indus Super Mart
in Nawabshah. The rapid growth of supermarkets and hypermarkets in Pakistan demonstrates the
country's exceptional growth in retail with the help of consumer perception , Retail outlets can
increase their sales and provide highest level of customer satisfaction by using customer
perception as a tool. Consumer perception is the attitude that people have while trying to search
for, buying, utilizing, analysing, and dismissing products & services that they believe will meet
their needs. The study is entirely based on the primary data collected from Indus Supermarket in
Nawabshah through a structured questionnaire. According to the findings of this study that,
Customer perception is influenced through variety of indicators along with the product, quality,
price and as well as services. Customer satisfaction can be enhancing with the help of some
recommendations. It has been concluded that customer perceptions of retail stores play an crucial
position in enhancing consumer perceptions and making high level of consumer satisfaction.
Keywords: Indus Super Mart, Consumer Behaviour, Customer Perception, Nawabshah, retail
store
Introduction:
In developed countries, the retail industry plays a pivotal role in growing productivity through a
huge variety of consumer goods and services, and it is a large commercial enterprise in advanced
countries, and it's much better organized in Pakistan. According to the State bank of Pakistan
(2021), the Retail industry is the largest industry within side of a growing 19% of GDP and
makes contributions of 57.6 billion to the GDP of Pakistan. Retail development is taking place
not only in major cities, but also in tier 11 and tier 111 cities in Pakistan. Any business will grow
through their customers because of the customers as they're the kings of the Market or any
business, without customers no business enterprise can run. Indus Super Mart is a one-roof
grocery store that targets to offer an extensive variety of products to their customers to satisfy
their daily needs for any products. Because of the variety of products available, it is a popular
shopping destination for everyone. Customer satisfaction is important in today's business world.
Everyone aims to fulfill their customers’ needs through offering distinctive products, affordable
prices, quality, and lots of extra to attract customers. Thus the availability of an extensive
branded products at lower prices inside one location actually changes the consumer’s buying
habits.
Consumer Perception:
Consumer perception refers to the feeling, opinions and beliefs of consumers’ about any brand or
any specific product. It performs a crucial role to enhance customer loyalty and also brand
awareness and brand image. (Sam Chandler, 2021).
Perceived
Quality
Customer
Complaints
Perceived
Value
Customer
Expectation
s
Customer
Satisfaction
Customer
Loyalty
Model of Customer Satisfaction
Short history of Indus Super mart.
Indus Super Mart is a supermarket chain in Nawabshah, Sindh, founded by Indus Rangers in
2010. Indus Supermart's main branch is located near Court Road in Nawabshah. Indus Super
Mart is a one-stop grocery store that aims to provide their customers an extensive variety of basic
household and personal products in one location.Each Indus Super Mart carries wide range of
household utility products- such as food and beauty products, apparels, bed and tub linen, home
appliances and extra products avaliable at affordable prices for customers.
Objectives of the study:
• To find out the characteristics of customer choose a retail outlet like Indus Super Mart.
• Determine Indus Mart's level of satisfaction based on various parameters.
• To determine the effect of the mix on customer satisfaction..
• To find out the buying behaviour of the customers coming in to Indus Super Mart.
• To determine the competitors of Indus Mart with regard to services.
Scope of study:
The success or failure of an organization is based on the customer's satisfaction. The business
sector had become more competitive as a result of globalisation and liberalisation .Customer
satisfaction and retention are achieved through advisors in order to retain existing customers as
well as attract new customers.Therefore, Indus Super Mart must determine the level of customer
satisfaction.
Literature Review:
Customers are the key core as well as representatives of the business, and they play a critical role
in making profit (Selvi, 2019). Because of the vital duties that customers perform in the business,
it is always essential for the firm to ensure their satisfaction with the brands that it produces.
Customer satisfaction is extremely essential for a company as it has a significant impact on the
company's financial position as well as an increased positive effect on the public's perception of
the company. So that, the certain business needs to ensure customer satisfaction by providing
products or services, the right products, and outstanding solutions after that a product or service
has been purchased ( D Van et al, 2019). Customer satisfaction has also been widely discussed
and analyzed by researchers, authors and scholars in recent years (Kartik et al, 2021), because of
its growing significance for businesses (Kartik et al, 2021).
Customer satisfaction is defined as a customer's reaction to the perceived and actual performance
of the products or service after it has been used.( Yeo et al, 2017). Customer satisfaction is the
degree to which a consumer perceives a brand's product and services meet his or her
expectations. If a company's customer satisfaction rises, the company's market share rises as
well. The organisation makes every effort to make required changes towards its products and
services in order for them to become more responsive to the expectations and needs of its
customers to whom organization seeks to serve. (Yeo et al, 2020).So, Businesses need to
consider various factors to fulfill customer satisfaction, which include product or service quality,
customer emotions, low prices, brand recognition, and product or service charges. (Ferdani,
2020).
Research Methodology:
This study was conducted from March 1 to March 4, 2022. And the simple size of this study is
128 respondents.
The data collected from variety customers interaction, and structured questionaries are used for
collecting data. The questions were mostly close ended and few open ended questions.
Limitation of this study:
This study's limitation is that it was conducted within the nawabshah city's geographic
boundaries.
Data analysis and interpretation:
Table 1. Respondents by gender.
Catergorize
Male
Female
Total
Total
45
83
128
Percentage
36
64
100
: In this table, the share of gender visiting Indus Super Market, women visiting Indus Super Mart
is barely extra than men.
Table 2. Respondents were accompanied.
Categorize
Family
Friends
Colleagues
Alone
Total
Total
48
31
28
21
128
Percentage
33
26
24
17
100
: In this table, indicates that all most i.e., 33% of the respondents prefer to visit Indus super mart
with their family. Customer observe that family, friends, colleagues choose to indus super mart
due to the prices and offers.
Table 3. Per- visit duration
Catergorize
Less then 30 minutes
30 minutes to 1 hour
1 hour to 2 hour
More the 2 hour
Total
Total
48
39
23
18
128
Percentage
40
28
18
14
100
: In this table, indicates that the majority of respondents spent 30 minutes at indus super mart
during their visit. While 20% respondents said, the avaerage time spent on indus super mart was
30 minutes-1 hour. It is an energising revelation from the participants. .
Table 4. Visit frequency.
Catergorize
Weekly
Monthly
Every 2 months
During offer only
Total
Total
36
53
23
16
128
Percentage
26
40
20
14
100
: In this table, indicates that over than 40% of the respondents visit Indus super mart on a
monthly, while only 36% visit indus super mart during special offer.
Table 5. Money spent per visit.
Catergorize
Below to 500
Rs.500 to 1000
Rs. 1000 to 2000
Below to 3000
Total
Total
23
31
38
36
128
Percentage
17
21
34
28
100
: In this table, indicates that 34% respondents spent between Rs.1000 to 2000, whereas just 28%
spent less then below 3000.
Table 6. Staff Behaviour.
Categorize
Supportive
Rude
Unresponsive
Total
Total
62
29
37
128
Percentage
51
23
27
100
: In this table, indicates that average of respondents were strongly agree that the staff in indus
super mart were helpgul, while only very few said that they are unresponsive. So, the staff must
be better trained to respond to every customers’ inquiries.
Table 7. Product types purchased.
Catergorize
Total
Percentage
Grocery
Food items
Clothes
Electronic items
Accessories
Total
55
29
11
17
16
128
47
23
9
13
12
100
: In this table, indicates that average respondents bought Groceries first, food items is the next in
this list. This demonstrates how discount coupons and special offers entice customers to purchase
more Groceries.
Table 8.Continue shopping from Indus Super Mart.
Catergroize
Yes
No
Total
Total
83
45
128
Percentage
60
40
100
: In this table, indicates that nearly all 60% respondents agree to continue shopping at Indus
super mart, while 40% indicating that they would not like to return.
Table 9. Any Bad experience.
Catergorize
Yes
No
Total
Total
35
93
128
Percentage
34
66
100
: In this table indicates that only few respondents had to have negative experience with Indus
super mart. This indicates that nearly all respondents had a positive experience with Indus super
mart.
Table 10. Problems faced.
Catergorize
Desired for out- of-stock
Long queues
Difficulty in product
location
Total
Total
36
58
34
Percentage
25
51
24
128
100
: In this table, indicates that majority of respondents had problems with long lines at the billing
counter, while 25% had problems with out-of-stock items,that also discouraged them to shopping
Indus super mart again.
Table 11.Why Indus Super Mart.
Catergorize
Low Price
Good service
Ambience
Bettter quality
Many varieties
Total
Total
28
41
21
24
14
128
Percentage
25
34
14
16
11
100
: In this table, indicates that the proportion of the participants above 34% preferred Indus super
mart due to low prices of goods. According to 16% that Indus super mart offered higher quality
products.
Table 12. Major Competitors.
Catergorize
Sindh Super Mart
Sindh Lucky Mart
D-Mart
Total
Total
57
39
22
128
Percentage
42
34
24
100
: In this table, indicates that Sindh Super Mart is Indus Super Mar’s main competitor, with by
Sindh lucky mart and D-mart coming in the second and third, respectively.
Recommendations:
Based on our study, we found that;




Indus Super Mart could perhaps maintain that much items in stock as then customers do
not have to deal with "Products Out-of-Stock" issues.
Long lines now at billing counters were among the most general issue that the lot of
consumers encountered. Throughout peak times as well as offer times, order
management, such as the introduction of Swipe cards and much more counters, has been
recommended.
Weekends require a few structural changes due to the large crowds that visit the Indus
super mart on all those days.
Staff must be evaluated on a regular basis, and salespeople must be well trained so that
they might be effectively handle most customer questions and concerns.
Conclusion:
Overall, the customer satisfaction results have been positive and this study should be regular
basis.
Indus Super Mart no doudt a big name in retail industry in Nawabshah.Moreover, shopping here
is further made a memorable and excellent experience with the vaired rates of discounts on
different products, discount vouchers also avaliable in a variety of amounts. The concept of
shopping everything in one-roof, affordable prices, product quality, excellent services and brand
loyalty bring more customers’ to the indus super mart.
References:
Van My, D. (2019). A Study of Determinants of Supermarket Service Quality-the Case of
Coopmart Supermarket in Vietnam.
Duraichamy, J., & Karthik, T. T. (2021). A Study on Consumer’s Opinion towards Packaged
Instant Food Products in Madurai City. Shanlax International Journal of Management, 8(4), 7581.
Selvi, G. V., & Mydeen, K. S. (2019). A Study on Customer Preference Towards Gas
Companies in Palayamkottai Area. Think India Journal, 22(4), 2126-2134.
perception, C., 2022. Customer perception: Definition, importance & how to improve it. [online]
Zendesk
Yi, H. T., Yeo, C., Amenuvor, F. E., & Boateng, H. (2021). Examining the relationship between
customer bonding, customer participation, and customer satisfaction. Journal of Retailing and
Consumer Services, 62, 102598.