Evaluating Customer Buying Experience at Chase Up

Abstract

With the changing market trends and mushrooming of mega shopping stores and malls, customers shopping experience has also been changed to a greater extent. Mega malls and retail stores now offer consumer goods in attractive prices and hence mounting culture of consumerism. In this lieu, this study intends to explore the factors impacting upon the customer shopping experience in a mega retail store. Data was collected from the customers of Chase-Up mall by using the self-administered questionnaire. Queries were developed on a likert scale. The questionnaire contains 25 problem-related questions and 9 questions were incorporated to get the personal ,information of the customers. The means for all the variables are more than 3 at the scale of 5, which prove that the respondents are somewhat satisfied with the performance of Chase Up. With the increasing competition in the city, Chase Up is highly pressed to improve itself. The value of more than 4 is what Chase Up looks for. There is a sizeable group which does not intend to revisit. Chase Up must consider it important information and find the ways to curtail the customer drain. The mall must look for the reasons as to why such a large portion of the sample turns out to have no intention of revisiting. Different stores of Chase Up are found to be performing equally well. The hypotheses of cross difference were found to be insignificant for any of the variables considered. This means that Chase Up is required to find out the reasons of their underperformance and subsequently search a similar firm with better performance to set as a  benchmark. This benchmarking will enable Chase Up to fill the gap in the identified areas and improve the overall performance of the mall.