Level of Customer Satisfaction in Bhat Bhateni Supermarket
By
Mithila Singh
Roll No: 17030356
PU Registration No: 2016-2-03-2855
A Proposal Submitted to Pokhara University in Partial fulfillment of the
requirement for the degree of Bachelor of Business Administration
At the
Subhashree Academic International College
Affiliated to Pokhara University
Kathmandu
July, 2019
1. Introduction
Customer satisfaction is defined as “the number of customers, or percentage of total customers,
whose reported experience with a firm, its products, or its service (ratings) exceeds specified
satisfaction goals. It is a measure of how product and services supplied by a company meet or
surpass customer expectation. Customer satisfaction is the degree of satisfaction provided by the
goods and service of a company by the number of repeat customer.
Customer satisfaction has been major concern for every organization this day. Customer
satisfaction is the important aspects of the business on which the business organization must
focus to maintain public relations as well as to attain long term profit and to maintain customer
loyalty.
Beard, Client Heartbeat Blog (2014) have pointed out the importance of customer satisfaction as:
It helps to minimize negative word of mouth. It is comparatively cheaper to retain customer than
attract new one. It helps to increase the customer life time value.
Bhat-Bhateni Super Market was established in 1984 by Mr. Min Bahadur Gurung, the
company’s Owner and Chairman, as a ‘single shutter’ 120 scold store q. ft. Since then, Mr.
Gurung, who gave up a lucrative career in banking to dedicate himself to the store, has overseen
the company as it has grown from its humble beginnings to becoming a household name in the
country. Today, Bhat-Bhateni has a combined 1,000,000 sq. ft. sales area across its 15 locations
and employs 4,500 full-time employees 95 percent of who are women. With daily sales
exceeding NRs. 5.5 Crore (USD 550,000.00), Bhat-Bhateni is also the largest taxpayer in the
retail sector in Nepal.
Today, Bhat-Bhateni is Nepal’s leading supermarket and departmental store chain, spread out in
Kathmandu the capital city and economic hub and in all major cities around the country. Bhat-
Bhateni one of Nepal’s most trusted brands and sees a daily footfall of over 100,000 patrons.
Satisfaction refers to achieving the things we want which satisfy our needs. If satisfactions
interpret as “not going wrong” the firm should decrease the level of complaint which by its own
is not sufficient. In order to satisfy the customers, company should improve its service and
products.
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Bhat-Bhateni Super Market is one of the leading retail market of Nepal and its main objective is
how minimize cost and maximize profits along with considering the level of customer
satisfactions.
Satisfaction means the contentment one feels when one has fulfilled a desire, need or
expectation.
Furthermore, customer satisfaction can be measure of how happy customers are with the services
and products of supermarket. Keeping customers happy is the key of success of any
organizations. Satisfied customers are seems to more loyal towards the supermarket.
Despite the initiatives by supermarkets to customer satisfaction level, it remains unclear as to
what amount of customers is satisfied at Bhatbhateni. Therefore, this study will try to identify the
level of customer’s satisfaction of Bhatbhateni supermarkets, Koteshwor, Kathmandu.
The research questions for the study are developed as follows.
What are the reasons behind choosing Bhat-Bhateni super market?
How can we examine the level of customer satisfaction on price?
How can we identify the level of customer satisfaction on services delivered by the Bhat-
Bhateni super market?
What is the customer satisfaction level in product variety offered by Bhat-Bhateni super
market?
How to investigate different factors affecting customer satisfaction in Koteshwor, Bhat-
Bhateni super market?
2. Objective of the study
To examine the reason behind choosing Bhat-Bhateni super market
To evaluate level of customers satisfaction on price, service delivered by Bhat-Bhateni
super market
To assess level of customer satisfaction in providing variety of product
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To investigate the different factor affecting customer satisfaction level in Bhat-Bhateni
super market
3. Need and Scope of the study
Bhat- Bhateni is largest retail chain, offers 150000 products from local as well as international
suppliers. Bhat-Bhateni is one of Nepal’s most trusted brands. It provides job opportunity to
thousands of people. It is at the heart of our commitment to creating opportunities and bringing
value to customers and communities around Nepal. Bhat-Bhateni and its customer satisfaction
are connected, from the perspective of increasing customers demand for product. However, there
has been some effort to maintain the service of Bhat-Bhateni from the concerns about the level of
satisfaction.
Scope of the study
This study will be only based on opinion survey in Bhat-Bhateni Supermarket.
Respondents will be collected from only Koteshwor Bhat-Bhateni super market.
Data will be collected only through questionnaire distribution.
Only descriptive statistics (i.e. mean, standard deviation, coefficient of variation, percentage
analysis with some diagrams) for data analyze
Gomathi, Kishore and Deepika (2013) examined a study on customer satisfaction towards
departmental stores in Erode city. Structured questionnaire were used in the survey. Total 500
consumer of departmental store were personally surveyed. Simple random sampling was used for
selecting the respondents. The authors revealed that the customers are satisfied with the
contributors made by departmental stores and they are interested in recommending it to other
perspective customers.
K.C. and Paramasivam (2013) have investigated a study on customer satisfaction, purchase pattern
towards Nilgiri’s supermarket in Coimbatore city. The purposive sampling method was used for
selecting customers and the sample size was 60.The different tools used for analysis of results were
Percentage analysis, Scaling analysis and Chi-Square analysis. The main factors taken into
consideration for data analysis were value, availability, and arrangement, of the products in Niligiri’s
store and ambient level of satisfaction towards the supermarket. The authors found out in conclusion
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that Nilgiri’s supermarket customers were highly satisfied with the quality (56.67%) followed by the
service (26.66%).
Mahfooz (2014) has evaluated on the relationship between service quality and customer
satisfaction in hypermarkets of Saudi Arabia. Self-administered questionnaire were used for the
data collection using convenience sampling technique. Descriptive statistics were used for the
analysis. The author has found that the higher level of service quality will have a significant
effect on establishing customer satisfaction.
Nadane and Alet (2014) examined customer satisfaction with customer service quality in
supermarkets in a third world context. The data were collected in two phases with the
involvement of 386 participants. For the enhancement of validity of data, the research approach
followed here is exploratory and descriptive in nature and integrates a qualitative
technique(focus group discussions) with a predominantly quantitative approach (survey,
implementing a structured questionnaire).The authors revealed that there is a significant
difference in the participant’s satisfaction with different supermarkets.
Hariharan and Selvakumar (2014) have examined a study on consumer Satisfaction towards
Supermarkets with reference to Coimbatore. They have used Non-probability convenience
sampling as a methodology and this survey consists of sample of 150 participants. The primary
data consisting 25 questionnaires were collected through interview schedule from the consumers
of the Supermarkets in Coimbatore. Descriptive analysis and Chi-square test are the major tools
and techniques used in the study. After the research and study, authors have revealed that the
consumer in Coimbatore is more satisfied with the services rendered by supermarkets.
Sashikala and Ashwini Gangatkar (2015) has examined on a study on comparative analysis of
consumer perception towards supermarkets and provision stores in Bangalore. Questionnaire
method was used for the survey made among 100 respondents. The analysis was made about the
consumer perception of supermarket and provision store.
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The authors concluded in the end with the results that no doubt consumers have better perception
about supermarket as compared to provision stores except price.
Yadav and Verma (2015) have configured about the consumer preference towards stores for food
and grocery in evolving retail market. For the analyzing of data multiple statistical techniques
were used to analyze the data which were gathered through structured questionnaire. The market
of Indore was the place foe this study. Finally the authors concluded that the customer perceived
to be more satisfied with organized retail store when compared with kirana store.
5. Research methods
Data will be collected through questionnaire using close-ended questions. All customer of
Bhatbhateni are the population and the selected respondent among the customer are sample for
the study. Judgmental sampling technique will be used in this study. Data will be collected from
primary sources. Data will be collected on opinion survey. Direct responses of respondents will
be collected through questionnaire in BBSM located at Koteshwor. 70 respondents will be taken
as a sample for the study.
Simple mean, standard deviation, coefficient of variance, percentage analysis with diagrams will
be adopted to examine level of customer satisfaction of Bhatbhateni super market.
6. Chapter outline
Chapter 1: Introduction
Chapter 2: Descriptive Analysis
Chapter 3: Summary and Conclusion
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References
Beard, R. (2014a). Important of customer satisfaction (6Reasons.) Retrieved February14, 2017,
from http:// blog. Clientheartbeat.com/ why-customers-satisfaction-is-important
Catherines, & Magesh, R., (2017). Retail shopper’s satisfaction using differentiation strategies.
India Journal of Scientific Research, 14(1), 74-76.
Gomathi, R., Kishore, S. & Deepika, R. (2013). A study on customer satisfaction towards
departmental stores in Erode city. International journal of Engineering and Management
Research, 3 (5), 38-41.
Hariharan, S. & Selvakumar, N., (2014). A study on consumer satisfaction towards supermarkets
with references to Coimbatore. Indian journal of research, 3(12), 20-22.
http://www.bbsm.com.np
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