customer satisfaction a study with special reference to ritu we ars at moradabad city

TABLE OF CONTENTS

S. No. Chapter Name Page No.

1. Introduction of the topic

2. Company Profile

3. Objectives of the Market Survey Report

4. Literature Review

5. Research Methodology

6. Data Analysis & Interpretation

7. Findings of the study

8. Conclusion

9. Suggestions

10. Limitations

11. Bibliography

12. Annexure - Questionnaire

CUSTOMER SATISFACTION-A STUDY WITH SPECIAL REFERENCE TO RITU WEAR MALAY SRIVASTAVA

INTRODUCTION


INTRODUCTION

This project has been undergone with special reference to Ritu Wears. This Project gave

me a great learning experience and at the same time it gave me enough scope to implement

my analytical ability. The analysis and advice presented in this Project Report is based on

market research on the brand loyalty of consumers. This Report will help to know about the

customer preference towards the brands and the comparative study of brands. This Project as

a whole can be divided into two parts. The first part gives an insight about the company

profile, Objectives of the study, Research Methodology. One can have a brief knowledge

about Ritu Wears. The second part of the Project consists of data and its analysis collected

through survey done on 50 people. I also taken interview of many People those who were

coming at the Ritu Wears showroom at Westerned mall, Ramganga Vihar, Moradabad where

I done my Project. I hope the research findings and conclusion will be of use.

The enormous retail boom in India has given space to many companies who have

mushroomed out to benefit from this retail boom, which is nothing but a structured

format of the unorganized retail business which is being done in India from ages.

Many stores have come up with exquisite interiors, state of the art infrastructure and the

best possible brands to the customer which has led to the growth of mall culture in India.

The stores try and attract customers by providing them with such services and plethora of

options in brands in different categories so that they can retail customers for long and

make them loyal towards their retail stores.

The retail business is booming in India and there has been remarkable shift in the buying

behavior of the people from traditional stores to these departmental stores. It becomes

important for the marketers to understand these relationships for successful design and

execution of retail strategies.


Retailing consists of the sale of goods or merchandise from a fixed location, such as

a department store ,shopping mall etc .The retailer buys goods or products in large

quantities from manufacturers either directly or through a wholesaler, and then sells

smaller quantities to the end-user. Retail establishments are often called shops or stores.

Retailers are at the end of the supply chain. Manufacturing marketers see the process of

retailing as a necessary part of their overall distribution strategy.

In the retail outlet various type of good and service are provide to the customer but all

the goods and services are generally homogenous in nature through all the other retail

outlets . Product and services of every company are available in every retail outlet. It is

also find that many customer only used to shopping in own decided outlet rather from

every outlets even there is homogenous among the product and service offer by the every

retail outlet .So This put the question in the mind of the every retailer that is there is any

gap between what customer expected from retailers and what retailer provides to

customer during shopping.

No two customers have the identical likes and preferences. Delivery value and narrowing

down the zone of tolerance is a tightrope walk for marketer in organized retail sector.

Especially in market like India the challenges is formidable because organizations need

to cater to a wide and diverse group of customers .Thus building equity and generating

volumes in such complex market tapers down to the function of managing customer

expectation.

Customers take their time to first sketch their needs and then arrive at a specific decision.

At the end of the day the question is what does the customer expect? How to fulfill the

glaring gap between need and expectations? The answers to this question are “by

delivering the value “


But in many case retailers are not aware of what their customer expect. Hence they are

unable to deliver the right value to the right customer and satisfy them .Especially in this

competitive scenario where the customer are well informed, commanding and

demanding at the same time it has become imperative for the organization to be updated

on the “WHAT”,”WHY”and “HOW” of each and every customer. This calls for

empathizing with the customer by indulging into their priorities and decision making.

Even in the case of a product as simple as beauty soap, customer have versatile

expectations like, good packaging fragrance, herbal or medical benefit, glowing skin etc.

and all this at an affordable price. A daunting task but companies have no option but to

offer the expected value, that too by keeping the operating costs low.

Following general expectations of a typical customer

Value of Money

Availability and location

Service expectations

Quality in Product

Need based solution

So in other to deliver the value, Retail outlets in addition to providing products and

services, need to cater for a wide range of motives. The various determinants of retail

outlet preference include cleanliness, well-stocked shelves, and range of products,

helpful staff, disabled access, wide aisles, car parking, multiple billing points and

environmentally friendly goods. These differing motives arise as retailers cater to

different types of shoppers who include economic consumers (concern with value),

personalized consumers (concern with relationships), recreational shoppers (shopping as

a leisure activity) and apathetic consumers (who dislike shopping). Retailers have to


satisfy budding customers, older consumers as well as time crunched individuals whose

motives all tend to be conflicting as well as different. Retailers need to establish a good

image to prevent customers from shopping around. They must cater to shoppers need for

pleasure and practicality.

If expressed as a calculation, customer satisfaction might look something like this:

Customer expectations = Companies Performance/ Companies Satisfaction

Retailing is the interface between the producer and the individual consumer buying for

personal consumption. This excludes direct interface between the manufacturer and

institutional buyers such as the government and other bulk customers. A retailer is one

who stocks the producer’s goods and is involved in the act of selling it to the individual

consumer, at a margin of profit. As such, retailing is the last link that connects the

individual consumer with the manufacturing and distribution chain.

Retail has played a major role world over in increasing productivity across a wide range

of consumer goods and services .The impact can be best seen in countries like U.S.A.,

U.K., Mexico, Thailand and more recently China. Economies of countries like

Singapore, Malaysia, Hong Kong, Sri Lanka and Dubai are also heavily assisted by the

retail sector.

Top Retailers Worldwide: Rank Retailer Home Country

1. Wal-Mart Stores, Inc. U.S.A.

2. Carrefour Group France

3. The Kroger Co. U.S.A.

4. The Home Depot, Inc. U.S.A.

5. Metro Germany


The retail industry in India is of late often being hailed as one of the sunrise sectors in

the economy. AT Kearney, the well-known international management consultancy,

recently identified India as the ‘second most attractive retail destination’ globally from

among thirty emergent markets. It has made India the cause of a good deal of excitement

and the cynosure of many foreign eyes. With a contribution of 14% to the national GDP

and employing 7% of the total workforce (only agriculture employs more) in the country,

the retail industry is definitely one of the pillars of the Indian economy.

Retail sales in India amounted to about Rs.7400 billion in 2002, expanded at an average

annual rate of 7% during 1999-2002. With the upturn in economic growth during 2003,

retail sales are also expected to expand at a higher pace of nearly 10%. Across the

country, retail sales in real terms are predicted to rise more rapidly than consumer

expenditure during 2003-08. The forecast growth in real retail sales during 2003- 2008 is

8.3% per year, compared with 7.1% for consumer expenditure. Modernization of the

Indian retail sector will be reflected in rapid growth in sales of supermarkets,

departmental stores and hyper marts. Sales from these large-format stores are to expand

at growth rates ranging from 24% to 49% per year during 2003-2008, according to a

latest report by Euro monitor International, a leading provider of global consumer-

market intelligence.

A. T. Kearney Inc. places India 6th on a global retail development index. The country

has the highest per capita outlets in the world - 5.5 outlets per 1000 population. Around

7% of the population in India is engaged in retailing, as compared to 20% in the USA.

In a developing country like India, a large chunk of consumer expenditure is on basic

necessities, especially food-related items. Hence, it is not surprising that food, beverages

and tobacco accounted for as much as 71% of retail sales in 2002. The share of food


related items had, however, declined over the review period, down from 73% in 1999.

This is not unexpected, because with income growth, Indians, like consumers elsewhere,

have started spending more on non-food items compared with food products. Sales

through supermarkets and department stores are small compared with overall retail sales.

Nevertheless, their sales have grown much more rapidly, at almost a triple rate (about

30% per year during the review period). This high acceleration in sales through modern

retail formats is expected to continue during the next few years, with the rapid growth in

numbers of such outlets due to consumer demand and business potential. The factors

responsible for the development of the retail sector in India can be broadly summarized

as follows:

• Rising incomes and improvements in infrastructure are enlarging consumer

markets and accelerating the convergence of consumer tastes. Looking at

income classification, the National Council of Applied Economic Research

(NCAER) classified approximately 50% of the Indian population as low

income in 1994-95; this is expected to decline to 17.8% by 2006-07.

• Liberalization of the Indian economy which has led to the opening up of the

market for consumer goods has helped the MNC brands like Kellogs,

Unilever, Nestle, etc. to make significant inroads into the vast consumer

market by offering a wide range of choices to the Indian consumers.

• Shift in consumer demand to foreign brands like McDonalds, Sony,

Panasonic, etc.

• The internet revolution is making the Indian consumer more accessible to the

growing influences of domestic and foreign retail chains. Reach of satellite

T.V. channels is helping in creating awareness about global products for local

markets. About 47% of India’s population is under the age of 20; and this will


increase to 55% by 2015. This young population, which is technology-savvy,

watch more than 50 TV satellite channels, and display the highest propensity

to spend, will immensely contribute to the growth of the retail sector in the

country. As India continues to get strongly integrated with the world economy

riding the waves of globalization, the retail sector is bound to take big leaps in

the years to come.

The Indian retail sector is estimated to have a market size of about $ 180 billion; but the

organized sector represents only 2% share of this market. Most of the organized retailing

in the country has just started recently, and has been concentrated mainly in the metro

cities. India is the last large Asian economy to liberalize its retail sector. In Thailand,

more than 40% of all consumer goods are sold through the super markets and

departmental stores. A similar phenomenon has swept through all other Asian countries.

Organized retailing in India has a huge scope because of the vast market and the growing

consciousness of the consumer about product quality and services. A study conducted by

Fitch, expects the organized retail industry to continue to grow rapidly, especially

through increased levels of penetration in larger towns and metros and also as it begins to

spread to smaller cities and B class towns. Fuelling this growth is the growth in

development of the retail-specific properties and malls. According to the estimates

available with Fitch, close to 25mn sq. ft. of retail space is being developed and will be

available for occupation over the next 36-48 months. Fitch expects organized retail to

capture 15%-20% market share by 2010. A McKinsey report on India says organized

retailing would increase the efficiency and productivity of entire gamut of economic

activities, and would help in achieving higher GDP growth. At 6%, the share of

employment of retail in India is low, even when compared to Brazil (14%), and Poland

(12%).


Malls in India

Over the last 2-3 years, the Indian consumer market has seen a significant growth in the

number of modern-day shopping centers, popularly known as ‘malls’. There is an

increased demand for quality retail space from a varied segment of large-format retailers

and brands, which include food and apparel chains, consumer durables and multiplex

operators. Shopping-centre development has attracted real-estate developers and

corporate houses across cities in India. As a result, from just 3 malls in 2000, India is all

set to have over 220 malls by 2005. Today, the expected demand for quality retail space

in 2006 is estimated to be around 40 million square feet. While previously it was the

large, organized retailers –with their modern, up-market outlets, and direct consumer

interface- who had been a key factor driving the growth of organized retail in the

country, now it is the malls which are playing the role.

Factors such as availability of physical space, population densities, city planning, and

socio-economic parameters have driven the Indian market to evolve, to a certain extent,

its own definition of a ‘mall’. For example, while a mall in USA is 400,000 to 1 million

sq.ft. in size, an Indian version can be anywhere between 80,000 sq.ft. and 500,000 sq.ft.

By 2005, total mall space in the 6 cities of Mumbai, Bangalore, Hyderabad, Chennai,

Kolkata, and National Capital Region (Delhi, Noida, Gurgaon) is expected to increase to

over 21.1 million sq. ft. Compared to other big cities, Kolkata and Hyderabad are

relatively new entrants in the mall segment, but are witnessing quick growth. Smaller

cities like Pune, Ahmedabad, Lucknow, Ludhiana, Jaipur, Chandigarh and Indore, are

also expected to see a formidable growth in the growth of malls in the near future. But

malls in India need to have a clear positioning through the development of differential


product assortment and differential pricing, in order to compete effectively in a growing

mall market. Segmentation in malls, like up-market malls, mid-market malls, etc., proper

planning, correct identification of needs, quality products at lower prices, the right store

mix, and the right timing, would Ensure the success of the ‘mall revolution’ in India.

Challenges of Retailing in India

Retailing as an industry in India has still a long way to go. To become a truly flourishing

industry, retailing needs to cross the following hurdles:

• Automatic approval is not allowed for foreign investment in retail.

• Regulations restricting real estate purchases, and cumbersome local laws.

• Taxation, which favors small retail businesses.

• Absence of developed supply chain and integrated IT management.

• Lack of trained work force.

• Low skill level for retailing management.

• Intrinsic complexity of retailing – rapid price changes, constant threat of

product obsolescence and low margins.

The retailers in India have to learn both the art and science of retailing by closely

following:

How retailers in other parts of the world are organizing, managing, and coping up with

new challenges in an ever-changing marketplace. Indian retailers must use innovative

retail formats to enhance shopping experience, and try to understand the regional

variations in consumer attitudes to retailing.


Retail marketing efforts have to improve in the country - advertising, promotions, and

campaigns to attract customers; building loyalty by identifying regular shoppers and

offering benefits to them; efficiently managing high-value customers; and monitoring

customer needs constantly, are some of the aspects which Indian retailers need to focus

upon on a more pro-active basis.

Despite the presence of the basic ingredients required for growth of the retail industry in

India, it still faces substantial hurdles that will retard and inhibit its growth in the future.

One of the key impediments is the lack of FDI status. This has largely limited capital

investments in supply chain infrastructure, which is a key for development and growth of

food retailing and has also constrained access to world-class retail practices.

Multiplicity and complexity of taxes, lack of proper infrastructure and relatively high

cost of real estate are the other impediments to the growth of retailing. While the

industry and the government are trying to remove many of these hurdles, some of the

roadblocks will remain and will continue to affect the smooth growth of this industry.

Fitch believes that while the market share of organised retail will grow and become

significant in the next decade, this growth would, however, not be at the same rapid pace

as in other emerging markets. Organised retailing in India is gaining wider acceptance.

The development of the organised retail sector, during the last decade, has begun to

change the face of retailing, especially, in the major metros of the country. Experiences

in the developed and developing countries prove that performance of organised retail is

strongly linked to the performance of the economy as a whole. This is mainly on account

of the reach and penetration of this business and its scientific approach in dealing with

customers and their needs. In spite of the positive prospects of this industry, Indian

retailing faces some major hurdles (see Table 1), which have stymied its growth. Early


signs of organized retail were visible even in the 1970s when Nilgiris (food), Viveks

(consumer durables) and Nallis (sarees) started their operations.

However, as a result of the roadblocks (mentioned in Table 1), the industry remained in a

rudimentary stage. While these retailers gave the necessary ambience to customers, little

effort was made to introduce world-class customer care practices and improve operating

efficiencies. Moreover, most of these modern developments were restricted to south

India, which is still regarded as a ‘Mecca of Indian Retail’.

Seasons of Retailing

Summer Season

It’s usually from May to July.

Low sales are recorded during this period.

This season is good for promotions and launching new advertisement campaigns.

Fall Season

August and September are important months.

Retailers are provided a good opportunity to increase their share.

Holiday Season

It begins usually at the end of October and carries through the fourth quarter

ending in January.

Festivals like Dusherra, Diwali, Halloween, Christmas and New Year Eve bring

more customers.

Usually it’s the best time for retailers.

Spring Season


It lasts from February to May

Fewer footfalls are recorded in malls.

Customers

Men

While guys tend to prioritize fashion to a lesser degree than girls, “right-look”

and the “dude” image is still important to them.

Boys tend to spend more money on electronic gadgets, food, sports goods and

music.

Women

“Tween” girls represent a lucrative opportunity for retailers. They are going to

become the future buyers.

“Teen” girls are more trend savvy. It’s not just the clothes and accessories, but the

whole look that the teen girls aspire to define.

‘Post teen” girls spend more on jewellery and household items and thus they

contribute a lot more in terms of revenue.


COMPANYPROFILE


COMPANY PROFILE

Ritu Wears Biglife - the biggest family store chain in North and Central India and a leading

name in Delhi’s fashion industry.

In the rapidly evolving retail scenario, Ritu Wears Biglife has successfully carved a niche for

its brand of merchandise, which today has a loyal following. Currently, the group owns

outlets in Delhi & NCR, Punjab, Madhya Pradesh and Uttar Pradesh.

Representative of the snazzy modern youth, contemporary vogue, and the rapidly changing

times, Ritu Wears Biglife prides itself in being a fashion store for the entire family.

Everything at Ritu Wears Biglife is exclusively merchandised and the products range from

stylized clothes, footwear, cosmetics, fragrances, toys, watches, luggage and accessories for

men, women and children, to well-coordinated table linens, artifacts, home accessories and

furnishings. People make trends. Trends make fashion. Taste changes both.

How important is it, for any upcoming fashion house or designer to keep the pulse of the era

in mind?

Ask JDS United. The founder of Ritu Wears Biglife, JDS United has exceeded benchmarks in

the world of fashion. The group has reinvented its image along with its range of fashion wear

and accessories - as eloquently as speaking one’s native language. It is this openness of

embracing changing times, trends and values that has assured its evolution from a single

retail outlet to a chain of stores. For those closely associated with the changing themes of


Ritu Wears Biglife - today catering to the latest lifestyle products in a world-class

environment - the delightful part remains that the brand is still about hardcore family values.

We believe in good old traditional values, yet a contemporary outlook, fun, laughter, tons of

shopping and enjoyable times for the entire family.

Think Customers. Think one on one interaction We share a unique bond of friendship and

mutual concern with all our customers. We care for you, and are always striving to provide

you with tons of shopping, unlimited fun, and an experience that makes you feel like a star.

We believe customer relationship is of prime importance for any enterprise and we always

put our customers before everything else.

SUCCESS STORY

So what makes Ritu Wears Biglife India's favourite brand?

Changes in trends and fashion usually result in the emergence of fashion and lifestyle stores.

Ritu Wears Biglife, however, is one fashion and lifestyle house that has changed both fashion

and its trends since its inception. Its success can be measured by its ever-growing popularity

through the eras and its versatile nature to adapt, change and cater to the ever-changing need

of fashion seekers.

For those of you who always wanted to know what makes Ritu Wears Biglife such a force in

fashion, here is a capsule of information on India’s favourite retail store.

1965

Ritu Wears Biglife enters the Indian fashion industry with a 200 sq. ft. children’s wear store

owned by the enterprising Mrs J.D Sahni

1985

Fast forward to the era of pulp metal, soap operas, discotheques, politics, BBC and the Indian

nuclear family. Catering to this unique and diverse taste, Ritu Wears Biglife provides a


comprehensive range of clothes and accessories for every generation. Lajpat Nagar

showroom expanded from 200 to 5,000 sq.ft.

The New Millenium

With the advent of global players, and local Indian retail outlets rapidly disappearing from

the fashion scene, Ritu Wears Biglife spreads its wings with new showrooms, new range of

fashion wear, accessories, and retail outlets of its own.

2003

Noida gets its share of family fashion with opening of its showroom in Sab Mall.

2004

Exclusive showroom for men opened at Lajpat Nagar. Everyone was happy, as ladies and

children got more space for themselves and men their own territory to shop in.

2005

New showroom opened at Kaushambi, Ghaziabad, served to cater to customers who, until

now, were far from Ritu Wears Biglife stores.

2006

Ritu Wears Biglife takes retail to a new level by opening Delhi’s biggest family fashion

outlet in Rohini.

2007

Creates a buzz with a big family fashion store in Punjab (Amritsar).

2009

Ritu Wears Biglife opens a new family fashion store in Faridabad. Opens a brand new family

store in Indirapuram. Second store in Punjab is launched at Jalandhar

2010

Adds two new stores in Madhya Pradesh – at Bhopal & Indore

2012


Ritu Wears Biglife ventures further into the state of Uttar Pradesh with a store at Moradabad

CONSUMER SERVICE

Shipping & Delivery Policy

We at Ritu Wears Biglife believe in bringing true joy to online shopping experience and

make the experience as simple and intuitive as possible; which is why we enforce a

completely FREE SHIPPING POLICY on all domestic orders made, irrespective of the order

size and with no exceptions whatsoever.

But at the same time, FREE SHIPPING does not mean a long wait which is why all the

orders are expected to reach within 10 working days. Of course, certain locations maybe a bit

harder to reach (ah! These Courier services!), but we endeavor to deliver at the earliest

possible.

We currently do not offer regular services for international orders. However, do contact our

customer care directly, and we shall try our best to fulfill your overseas order.

Cancellation & Refund Policy

Cancellations by customer

If you cancel your order before your product has been shipped, we will refund the entire

amount. Do contact our customer care for the same, or write to us at [email protected],

within 24 hours of placing the order.

Do note that we shall be unable to process a cancellation on an order that has been shipped.

However, we offer you a return policy if the item is faulty or not what you ordered. We will

reimburse the invoice value as well as the shipping charge you bear to return the package, up


mailto:[email protected]

to a maximum of Rs 100/kg. All returns which are not valid will not be accepted and will be

sent back. Please note Ritu Wears Biglife will not be liable for any damage that happens in

transit.

Should you wish to return all or a part of your order, you need to let us know within 3

working days from the date of receiving your parcel. You can either call our customer care or

write to us at [email protected]

After validating your return request we will send you an email authorizing a return. Kindly

ensure that we should receive the return package within 10 days of us sending you the

authorizing email.

Post receipt of the return package, we will proceed to inspect the same. Once approved as an

eligible return, we will issue your refund in the appropriate amount. If however the return is

found not eligible for refund, we will courier the same back to you.

Refunds are made as follows:

o If the payment was made in cash then the refund is made in the form of a cheque.

Please note that refund cheques would be made only in the registered name of the

customer.

o If the payment is made using a credit/debit card (or any form of net banking) then the

amount is credited back to the same account from which the payment was made.

Cancellations by Ritu Wears Biglife

While we try to ship out every order that has been successfully placed with Ritu Wears

Biglife, there are some situations in which we may have to cancel orders. Some of the

situations that may result in your order being cancelled include (but are not limited to):

o Product no longer available or temporarily out of stock.



o Limitations on quantities available for purchase.

o Inaccuracies or errors in product or pricing or promotion information.

o Problems identified by our credit and fraud avoidance department.

o Inaccurate or insufficient address.

o Non-serviceable locations.

At times we may also require additional verifications or information before accepting any

order. We will contact you if all or any portion of your order is cancelled or if additional

information is required to accept your order. If your order is cancelled after your payment has

been done, the charged amount will be refunded to you as soon as we can.

Policy Info

Terms & Conditions

Welcome to our website. If you continue to browse and use this website you are agreeing to

comply with and be bound by the following terms and conditions of use, which together with

our privacy policy govern Ritu Wears Biglife's relationship with you in relation to this

website.

The term 'Ritu Wears Biglife' or 'us' or 'we' refers to the owner of the website whose

registered office is J-21/A, Central Market, Lajpat Nagar-II, New Delhi-10024. Our company

registration number is 116221, Delhi. The term 'you' refers to the user or viewer of our

website.

The use of this website is subject to the following terms of use:

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marketing purposes

o if you have previously agreed to us using your personal information for direct

marketing purposes, you may change your mind at any time by writing to or emailing

us at [email protected]

We will not sell, distribute or lease your personal information to third parties unless we have

your permission or are required by law to do so. We may use your personal information to

send you promotional information about third parties which we think you may find

interesting if you tell us that you wish this to happen. You may request details of personal



information which we hold about you under the Data Protection Act 1998. A small fee will

be payable. If you would like a copy of the information held on you please write to Shop @

Ritu Wears Biglife, JDS Apparels Limited, B-2, Sector-65, Noida – 201301, U.P.

If you believe that any information we are holding on you is incorrect or incomplete, please

write to or email us as soon as possible, at the above address. We will promptly correct any

information found to be incorrect.


PRODUCT

WOMEN’S

KAJJALI CHOORIDAR

Products details

Team up your favourite kurti with this fawn coloured chooridar from Kajjali

Brand : Kajjali

Color : Fawn

Style : Chooridar


KAJJALI CHOORIDAR

Products details

Team up your favourite kurti with this purple chooridar from Kajjali

Brand : Kajjali

Color : Purple

Style : Chooridar

LEE CAPRIS


Products details

Regular waist slim-fit. Light blue wash

Brand : Lee


109F SMART PRINTED DRESS

Products details

Flowers & run-down stripes in black & white give this dress a smart and cool look, all at the

same time

Brand : 109F


LEE COOL TOP

Products details

Cool Lee top which adds a ting to your style

Brand : Lee


LEE JEANS

Products details

Mid rise slim-fit. Mid blue wash

Brand : Lee


SMART SKIVI

Products details

Smart Skivi

Brand : AGNO3

Wash Care : Hand wash separately in cold water


SMART WOMEN'S COAT

Products details

Smart chequered coat with belt

Brand : AGNO3

Style : Casual

Wash Care : Dry clean.


MADAME NIGHT SUIT

Products details

Smart night suit with black top and flower-printed pyjamas to fight the chills this winter

Brand : Madame

Sleeve Type : Separate Full sleeves

Color : Black


MEN’S

CASUAL MEN'S T-SHIRT

Products details

Casual half-sleeves t-shirt for men in solid colour

Brand : Fahrenheit

Style : Casual



GIORDANO GREEN T-SHIRT

Products details

Cool green printed T-shirt from Giordano

Brand : Giordano



SWAYAM KURTA PYJAMA

Products details

Smart & stylish grey kurta pyjama for an elegant look this festive season

Brand : Swayam

Sleeve Type : Full sleeves

Color : Grey

Wash Care : 1. Dry clean recommended, 2. Avoid strong detergent, 3. Wash dark

clothes separately, 4. Hand / machine wash avoid scrubbing with brush, 5. Do not

squeeze, 6. Dry in shade, 7. Set iron temperature correctly


KNIGHTS KURTA PYJAMA

Products details

Smart & stylish beige kurta pyjama for an elegant look this festive season

Brand : Knights


Color : Beige





KNIGHTS KURTA PYJAMA

Products details

Stylish kurta pyjama that'll add colour to your festivities

Brand : Knights


Color : Sky blue





ENGINE MEN'S SWEATSHIRT

Products details

Funky sweatshirt for that cool look

Style : Regular fit



KID’S

BOY

COTLER DHOTI SUIT

Products details

Golden kurta teamed with a dark coloured dhoti. Adding style to this look is a sleeveless blue

zari-work jacket

Brand : Cotler

Color : Blue


Fingerchips Capris

Products details

Cool capris with large & small checks pattern and a sporty look

Brand : Fingerchips

Sleeve Type : Capris

Color : Blue


GIRLS

LOVELY BALL GOWN

Products Details

Brighten up the party this festive season with this lovely wine coloured gown, highlighted

with crystals

Brand : Shreshth

Color : Wine

Style : Spaghetti straps


FESTIVE LEHANGA CHOLI

Products details

Look pretty as a picture while enjoying the festivities. This gorgeous pink & green jacquard

lehanga choli for a beautiful girl

Brand : Little One

Colour Description : Pink, green

Style : Sleeveless; Short choli


SHOE WALK

WOMEN’S

SANDALIA STRAPY SANDAL

Products details

Braided leather strappy upper, rounded open toe, braided strap over ankle with back zipper

closure.

Style : Strapy

Wash Care : Do not step in water when wearing these, or expose them to dirt or

heat.


SANDAL

Products details

Sandal


heat.


SANDALIA PEEP TOE BELLY

Products details

Sandalia Peep Toe Belly

Style : Peep Toe


heat.


MEN’S

SMART FORMAL SHOES

Products details

Smart men's slip-on formal shoes in black

Style : Formal


heat.


SMART FORMAL SHOES

Products details

Smart men's slip-on formal shoes in tobacco brown

Style : Formal


heat.


OBJECTIVESOF THE

MARKET SURVEY REPORT


OBJECTIVES OF THE MARKET SURVEY REPORT

To analyses the customer preference and their choice of brands during purchasing.

To compare the customer satisfaction level with special reference to Ritu Wears.

To know the impact brand name on consumer buying behavior.


LITERATURE REVIEW


LITERATURE REVIEW

The concept of store loyalty is derived from the concept of brand loyalty which refers to

the tendency to make repeat purchases of products of the same brand. Store loyalty refers

to the tendency to repeatedly shop at the same store for similar or other products. A loyal

customer would give preference to a specific store and would tend to be far more

forgiving of errors of the store.

There are three main set of variables that have been found to have an impact on loyalty

of customers:

1. Store Related Variables

2 .Shopper Related Variables

3. Situation Related Variables

Loyalty has been found to be greatly influenced by Store Related Variables. Some of the

important store related variables are Shop location, Products Range and Store Image. In

consumer priorities, assortment and variety come after convenience and price.(Arnold ,

Stephen J., Tae H . Ourn, Tigert, and Douglas 1983,’ Determining Attributes in Retail

Patronage) Shop location is an influencing variable on loyalty as convenience of

shopping is among the main criteria of the customers. Location related variables are

given importance in analyzing both trade areas and retail patronage behavior (Hubbard,

Raymond 1978,’ A review of Selected Factors Conditioning Consumer Travel

Behavior’, journal of Consumer Research) .The consumers are favorably inclined to

revisit a store where they have positive shopping experiences like a great range of

assortments , good environment etc. The image of the store has also great effect on the

loyalty of the customers. Store image reflects shopper’s perception of a store in terms of

functional and psychological attributes.


Loyalty is also influenced by shopper related variables. Several factors such as age,

income and social class of the shopper have found to influence on customer’s decisions.

(Moore, Charles Thomas , and Joseph Barry Mason 1969, ‘ A research Note on major

Retail Centre Patronage) Customers belonging to different age groups prefer different

stores. There have been researches done which suggests that the greater the congruence

between self image and store image, the greater is the probability that the customer is

loyal. (Pathak, D.S., W.J.E .Crissy, and R.W Sweitzer 1974,’ Customer Image Versus

the Retailers’ Anticipated Image,’ Journal of Retailing, Vol.50).There is a direct linkage

between personal values and desired consumer benefits. This means different customers

have different levels of desired consumer benefits which vary according to their own

perceived values.

Loyalty is also influenced by the situation related variables. These factors include task

definition, level of involvement, shopping orientation and usage of information. These

indicate the intensity of need and the comfort of the shopper in taking a purchase

decision. The store choice has been found to depend on buying situations that differ with

the level of involvement (Moschis, G.P .1976,’ Shopping Orientations and Consumer

Uses of Information)

Thus we can say that the existence of the customer is integral to the existence of the

retailer. The ability to understand consumers is the key to developing a successful retail

strategy. A key factor in understanding customers is identifying the customers for

product or service, which means the target segment, and the demographics of this

segment, their needs and buying behavior.

Recognition of the need for a product or a service is the first stage that may lead to a

consumer buying. The need may be psychological or functional.


Satisfaction is a consumer’s post-purchase evaluation of the overall service experience. It

is an affective reaction (Menon and Dubé, 2000) in which the consumer’s needs, desires

and expectations during the course of the service experience have been met or exceeded

(Lovelock, 2001). Satisfaction in this sense could mean that a supermarket has just

barely met the customer’s expectations, not exceeded nor disappointed those

expectations. The benefits of taking the customer’s response beyond satisfaction at this

level by exceeding expectations, is a competitive strategy many retailers aspire to

achieve. There is a recurrent struggle for existence and survival in the wake of deep

competition, drastically changing customer attitudes and expectation levels.

Several factors such as age, income and social class of the shopper have been found to

influence retail patronage decisions (Moore and mason, 1969). The orientation of the

shopper also impacts the preference of a store. Several studies have found a correlation

between shopping orientations and lifestyle and with store loyalty and preference for

stores. It has been found that shopper seeking more hedonic gratification from the

shopping tends to patronize ‘new’ format stores that focus on experimental marketing

and offer better ambience and service (Sinha, 2003). Shopping orientation correlates

differently with the information mix elements, varying with source, source credibility,

and preference for a source by some consumers and usage of such information (Moschis,

1976).

The aspect of congruity between the retail mix elements as designed by the retailer and

the self-image/ self-concept of the consumer has received much attention. Research has

shown the greater the congruence between self-image and store-image; the greater is the

probability that the customer is loyal (Pathak, Crissy and Sweitzer, 1974; McClure and

Ryans, 1968; Dornoff and Tatham, 1972). It has also been found that if retail mix

elements are in congruence with the desired benefits, it results in customer loyalty


(Osman, 1993). There is a direct linkage between personal values and desired consumer

benefits. Past experience with the outlet has also emerged as one of the major drivers of

loyalty. It acts as an influencer in forming expectations about desired benefits from

purchasing at a store (Guttman, 1990). A consumer’s selection of a store is not

completely random. The more recent the purchase experience and more frequent the

visits to the store, the more is the likelihood of repurchasing that product in that store

(Aaker and Jones, 1971).

Several theories can be applied to study information processing by consumers. One set of

theories assumes that evaluation criteria are considered simultaneously. This theory

states that consumers do not distinguish between objective and subjective evaluation

criteria. They tend to use both simultaneously when arriving at a decision (Hirschman

and Krishnan, 1981). Another set of theories hold that the process happens sequentially-

first there are certain factors used to make a choice among clusters and then, within the

chosen cluster, other parameters are used for decision-making (Fotheringham, 1988). It

is generally agreed that as dimensions of comparison among stores increase and, the

consumer has to process vast amounts of information before making a choice, the

hierarchical process becomes more relevant (Black, 1984).

The third set of theories states that consumers use a limited set of evaluative criteria

when making a choice and this varies depending on personality, context and product. To

assess store perception on attributes that are meaningless to consumers can be misleading

to a retailer. These theories draw significantly from automatic cognitive information

processing models and the threshold model of consumer behaviour and examine how

attitude leads to behaviour/ patronage (Kau, Paul, and Hill, 1972; Malhotra, 1983;

Pokowiski, Timmermans and Harry, 1997). We formulate the following hypothesis.


Another set of factors that has been found to impact on customer loyalty consists of

situational factors. These factors include task definition, level of involvement, shopping

orientation, and usage of information. These are manifested in the task definition by the

shopper and his involvement with shopping. These indicate the intensity of need and the

comfort of the shopper in taking a purchase decision. The store choice has been found to

depend on buying situations that differ with the level of involvement. Shopping

orientation correlates differently with the information mix elements. The relative

importance of the information sources differs by the level of product specific buying

experiences. Thus, a consumer segment identified as using a highly complex cognitive

process of decision-making for a product could exhibit significant deviations for the

same product at a different store (Kline and Wagner, 1994). From above the following

hypotheses are formulated:

Satisfaction has often been regarded as an antecedent of store loyalty (Bitner, 1990).

Store satisfaction can be defined (Engel et al., 1990, p. 481) as: The outcome of the

subjective evaluation, that the chosen alternative (the store) meets or exceeds

expectations. This definition is within the tradition of conceptualizations of satisfaction

that are used in the product literature. The basis for the definition forms the

disconfirmation paradigm (Oliver, 1980). According to this paradigm, satisfaction is

believed to occur through a matching of expectations and perceived performance. In case

a consumer makes this comparison, he or she elaborates on the evaluation of a store. In

order to do so, a consumer must both have the motivation and the ability to evaluate the

store relative to the reference point employed (Petty et al., 1983).

However, in some cases it may be very hard for consumers to generate expectations to

evaluate store performance and to compare the expectations and performance as if they

were independent elements. However, to the extent that an explicit comparison is made


between expectations and performance, the consumer is likely to be aware of the

outcome of this evaluation. We label it as manifest satisfaction. Manifest satisfaction is

the result of an evaluation, which is well elaborated on.

The image of store is found to drive loyalty. The more positive the store image, the

greater is the degree of loyalty. Several studies report direct linkages between store

image and intensity of store loyalty (Kunkel and Berry, 1968; Korgaonkar, Lund and

Price, 1985; and Reynolds, Darden and Martin, 1974). Store image reflects shoppers’

perception of a store in terms of functional and psychological attributes. These can also

be classified as tangible and intangible attributes. The tangible attributes of the store,

such as merchandise, location, sales people, and displays, are explicit and observable.

The intangible aspects, such as ambience, co-shoppers and other psychosocial factors are

difficult to measure and hence manage (Martineau). The retail literature also discusses

the congruence between self-image and store image. Studies show that this congruence

leads to loyalty. Shoppers select cues from the store environment and draw inferences

about the characteristics of a typical shopper of the store (Joseph, Grewal and

Mangleburg, 2000). The tenant mix also affects the store image. Malls, which anchor

stores tend to, absorb the image of the store. A mall with a department store as an anchor

reflects an image of high quality merchandise and customer service. A mall a price

format store as an anchor has an image of a low service mall (Kirkup and Mohammad,

1994). It has also been found that shopping at an upscale mall is more likely to create

high level of self-congruity. Shoppers belonging to high economic strata are more likely

to perceive stores housed in downscale mall to have a lower quality image (Chebal, J.,

M.J. Sirgy and V. St-James, 2006). The study propounds that store image should be seen

as a result of an interaction between the mall image, socio-economic status of shoppers,

and store type.


In our view, manifest satisfaction is directly and unequivocally related to store loyalty.

Manifest store satisfaction means that an explicit evaluation of the store is made, which

in case of a positive evaluation leads to store commitment. So, manifest satisfaction will

be positively related to store loyalty. Latent satisfaction is the result of an implicit

evaluation of the store choice, which is not elaborated on and of which the consumer is

not fully aware. Latent satisfaction means mere acceptance of the store, which will not

necessarily lead to commitment. Nevertheless, latent satisfaction may also be positively

related to store loyalty, but less strongly than manifest satisfaction. Therefore, hypothesis

61 can be formulated as follows:

The fact that the amount of consumer satisfaction and store loyalty in general are

positively related, as we expect, is hardly supported by the literature. Although a number

of studies address the relationship between satisfaction and loyalty as related to products

and services (Bloemer and Lemmink, 1992; Bloemer and Kasper, 1995; Garfein, 1987;

Kasper, 1988; Kraft et al., 1973), there is little empirical evidence to support the explicit

relationship between store satisfaction and store loyalty (Hummel and Savitt, 1988).

Customers’ patronage behaviour towards a particular store is dependent on their image

of that particular store (Osman, 1993). The more favourable the store image, the higher

the valence of the store to the customer. However, the exact relationship between store

image and store loyalty has remained inconclusive. There is both evidence for a direct

relationship and an indirect relationship whereby store satisfaction acts as a mediator

(Doyle and Fenwick, 1974; Houston and Nevin, 1981; Lindquist, 1974; Stanley and

Sewall, 1976).

The literatures concerning the roles of brand and brand equity are to be reviewed so as to

provide a theoretical framework for the aforementioned analysis. Brand serves a pivotal role

for distinguishing goods and services from those of the competitors (Aaker, 1991; Murphy,


1998). The emergence of brand equity underlies the importance of brand in marketing tactics

and hence provides useful insights for managers and further research (Keller, 2003).

Brand is a name in every consumer’s mind (Mooij, 1998) and it is characterized by a

noticeable name or symbol which can differentiate the goods and services from the rivals’

(Aaker, 1991; Keller, 1998). In addition to a specific brand name, a brand is also composed

of products, packaging, promotion, advertising, as well as its overall presentation (Murphy,

1998).

From the consumers’ perspective, brand is a guarantor of reliability and quality 11 in

consumer products (Roman et al., 2005). Added to this, consumers would like to buy and use

brand-name products with a view to highlight their personality in different situational

contexts (Aaker, 1999; Fennis and Pruyn, 2006).

Nowadays, consumers have a wide range of choice to choose from when they enter a

shopping mall. It is found that consumers’ emotions are one of the major determinants which

affect their buying behaviour (Berry, 2000).

According to a research conducted by Freeride Media LLC (1998) on shopping habits, nearly

one-forth of the respondents are likely to impulse-buy clothes and accessories. When

deciding which products to purchase, consumers would have their preferences, which are

developed in accordance with their perceptions towards the brand. Successful branding could

make consumers aware of the presence of the brand and hence could increase the chance of

buying the company’s products and services (Doyle, 1999).

A brand can be an everlasting and lucrative asset as long as it is maintained in a good manner

that can continue satisfying consumers’ needs (Batchelor, 1998; Murphy, 1998). Although

successful brands can be totally different in nature, they share something in common, for

instances well-priced products and consistent quality (Murphy, 1998).


As mentioned by Levitt (1983), there are four elements for building a successful brand,

namely tangible product, basic brand, augmented brand and potential brand. Tangible product

refers to the commodity which meets the basic needs of the customers. Basic brand, on the

other hand, considers the packaging of the tangible product so as to attract the attention from

the potential customers. The brand can be further augmented with the provision of credibility,

effective after-sales services and the like. Finally and most importantly, a potential brand is

established through engendering customer preference and loyalty. By doing so, the image of

the brand could be well instilled in the customers’ mind.

The term ‘brand equity’ refers to a set of assets and liabilities associated with a brand,

including its name and symbol, which could impose beneficial or detrimental effects on the

values arising from the products or services (Aaker, 1991; Yasin et al., 2007). Added to this,

Keller (1998) points out that brand equity signifies the unique marketing effects imposed on

the brand.

Concerning the positive side of brand equity, it happens when consumers are willing to pay

more for the same level of quality just because of the attractiveness of the name attached to

the product (Bello and Holbrook, 1995).

However, brand equity could be ruined if it is not properly managed. For instance, poor

product quality and customer services could adversely affect the brand image, giving rise to a

reduction in sales volume.

One of the quintessential examples regarding brand as a kind of equity is the imposition of

laws to protect intellectual property (Murphy, 1998). In countries with well-established legal

system, the values of brands have been recognized to both the consumers and producers. In

order to combat piracy, many countries have set up laws to protect trade marks, patents,

designs as well as copyright. In addition, brand is also a tradable product with measurable


financial value (Murphy, 1998). It is not uncommon to find some familiar brands listed on the

stock markets in which they could be bought or sold. Brands like HSBC, Marks and Spencer,

Vodafone, Sainsbury and Tesco are all listed on the FTSE 100 index (London Stock

Exchange, 2007). It is found that the volatility of stock market could affect consumers’

purchasing mood, not to mention the growth or declines of retail sales (Blackwell, 2002).

This is supported by the fact that brand equity depends on the number of people with regular

purchase (Aaker, 1996).

The above examples highlight the values of brand equity for both consumers and the firm.

For the consumers, brand equity could provide them with information about the brand which

influences their confidence during the purchasing process. There is a high propensity for

consumers with good perceptions to buy from the same shop again than those with poor

perceptions. Past purchasing experiences and familiarity with the brand could be attributable

to the perceptions generated from the consumers (Aaker, 1991).

As for the firm, brand equity could also be a source for the firm to generate cash flow. For

instance, the merger between adidas and Reebok in 2005 not only increased their market

share so as to compete with Nike in the US sports apparel market, but also attracted more

people to invest in the bigger company with high potential (Business Week, 2005). Besides,

brand equity could also allow higher margins through premium pricing and reduced reliance

upon promotional activities (Aaker, 1991). Owning to the positive image, consumers no

longer focus on the short-term promotion but the brand on the whole.

Brand equity is a broad concept which can be further subdivided into four mainareas, namely

brand loyalty, name awareness, perceived quality and brand associations (Aaker, 1991;

Keller, 1998). These four main areas are to be discussed in the coming sections.

Brand awareness is one of major determinants of brand equity. It refers to the ability of a

potential consumer to recall and recognize the brand, linking the brand with its corresponding


product class (Aaker, 1991). The level of brand awareness lies in a continuum, with brand

recognition being the lowest level and the first named brand with unaided recall being the

highest level. It is important for the potential consumers to be aware of a product so that it

can become one of the purchasing choices. This is due to the fact that the product needs to

enter the awareness set before it comes to the consideration set (Blackwell et al., 2001) and

an increase in brand awareness is conducive to a higher chance of entering the later set

(Nedungadi, 1990). In this way, brands with higher level of awareness would be more likely

to be purchased (Yasin et al., 2007). This could probably explain why consumers tend to buy

a recognizable brand rather than an unfamiliar one (Hoyer, 1990; Macdonald and Sharp,

2000).

Several factors can alter the level of brand awareness. In case of China, its geographical

location and politics could affect the consumer brand awareness level seriously. According to

research conducted by Delong et al. (2004), owing to geographical differences, Chinese

consumers cannot distinguish US apparel brand names from the European ones. In addition,

brands from Taiwan and Hong Kong are sometimes confused, due to their political

separations. For long time, Taiwan would like to become politically independent from China

owing to their different political standpoint whereas Hong Kong, being a special

administrative region since 1997, has once been a colony of the UK. As mentioned by Keller

(1998), brand awareness can be enhanced through repeat exposure to the brand. In order to

achieve brand awareness, two tasks are to be accomplished, namely increasing brand name

identity and associating it with the product class. Advertising and celebrity endorsement

could be some useful tools for raising brand awareness. It is found that advertisement attitude

is attributable to the influence on brand attitudes, affecting consumer’s intention to purchase

(Mackenzie et al., 1986; Tsai et al., 2007). In recent decades, there is an increasing number of

advertising campaigns around the world. Consumers are hence well-equipped with


comparative elements to judge which product or service to purchase (Alvarez and Casielles,

2005). Moreover, celebrity endorsement can give rise to source credibility and source

attractiveness. For source credibility, as pointed out by McGuire (1978), celebrities can

disseminate messages to particular consumers and hence increase the brand awareness. As for

source attractiveness, successful endorsement can associate the culture of the celebrity world

with the endorsed product (McCracken, 1989). This association can raise the public

awareness towards the brand.

The new millennium is not just a new beginning; it is a continuation of trends in human

behavior that have been following cyclical patterns throughout our country's history. Just

because we have entered a new era does not mean we have to start from scratch when it

comes to interpreting why certain consumers are loyal to certain brands, and what type of

factors influence these allegiances.

Brand Loyalty is the consumer's conscious or unconscious decision, expressed through

intention or behavior, to repurchase a brand continually. It occurs because the consumer

perceives that the brand offers the right product features, image, or level of quality at the right

price. Consumer behavior is habitual because habits are safe and familiar. In order to create

brand loyalty, advertisers must break consumer habits, help them acquire new habits, and

reinforce those habits by reminding consumers of the value of their purchase and encourage

them to continue purchasing those products in the future.

The image surrounding a company's brand is the principal source of its competitive

advantage and is therefore a valuable strategic asset. Unfortunately, many companies are not

adept at disseminating a strong, clear message that not only distinguishes their brand from the

competitors', but distinguishes it in a memorable and positive manner. The challenge for all

brands is to avoid the pitfalls of portraying a muddled or negative image, and instead, create a


broad brand vision or identity that recognizes a brand as something greater than a set of

attributes that can be imitated or surpassed. In fact, a company should view its brand to be not

just a product or service, but as an overall brand image that defines a company’s

philosophies. A brand needs more than identity; it needs a personality. Just like a person

without attention-grabbing characteristics, a brand with no personality can easily be passed

right over. A strong symbol or company logo can also help to generate brand loyalty by

making it quickly identifiable.

From the design of a new product to the extension of a mature brand, effective marketing

strategies depend on a thorough understanding of the motivation, learning, memory, and

decision processes that influence what consumers buy Theories of consumer behavior have

been repeatedly linked to managerial decisions involving development and launching of new

products, segmentation, timing of market entry, and brand management. Subsequently, the

issue of brand loyalty has been examined at great length. Branding is by far one of the most

important factors influencing an item's success or failure in the marketplace, and can have a

dramatic impact on how the "company behind the brand" is perceived by the buying public.

In other words, the brand is not just a representation of a company's product; it is a symbol of

the company itself, and that is where the core of brand loyalty lies.

A brand is a name, term, sign, symbol or design or combination of them, intended to identify

the goods and service of one seller or group of sellers and to differentiate them from those of

competition”.

Brand is a combination of name, symbol and design. Brands represent the customer’s

Perceptions and opinion about performance of the product. The powerful brand is which

resides in the mind of the consumer. Brands differ in the amount of power and worth they

have in the market place. Some brands are usually unknown to the customers in the

marketplace while on the other hand some brands show very high degree of awareness. The


http://www.essortment.com/all/brandloyalty_pqk.htm





brands with high awareness have a high level of acceptability and customers do not refuse to

buy such brands as they enjoy the brand performance. Some brands commend high level of

brand loyalty.

The brand history tells us how the people have used the brand as a mark of identification. In

the earlier times the brand mark was used to differentiate the goods of one producer to others.

The word brand has its origin from the Old Norse word “brand” which means “to burn”. In

the initial phase, the brand was used as a mark of identification on the animals.


RESEARCH METHODOLOGY


RESEARCH METHODOLOGY

Data sources : Primary and Secondary.

Data approaches : Questionnaire.

Sample size : 50

Sample procedure : Convenience sampling.

Research Design : Descriptive.

Research design: Research design is simply the framework or plan for a study, Used guide

in collecting and analyzing data.

For the study: for conducting that research I selected the Descriptive research design.

Descriptive research design: Descriptive research is also called Statistical Research. The

main goal of this type of research is to describe the data and characteristics about what is

being studied. The idea behind this type of research is to study frequencies, averages, and

other statistical calculations. Although this research is highly accurate, it does not gather the

causes behind a situation. Descriptive research is mainly done when a researcher wants to

gain a better understanding of a topic. that is, analysis of the past as opposed to the future.

Descriptive research is the exploration of the existing certain phenomena. The details of the

facts wont be known. The existing phenomena’s facts are not known to the persons.

1. Sampling design:

I. Sample Unit:

Customers of Appreals & Home Decor.

II. Sample size:

The sample size of the report is 50 in numbers.


Data collection method:

Primary data:

The primary data are those which are collected afresh and for the first time, and thus

happened to be original in character. There are several methods of collecting primary data

particularly in surveys.

For the study: Questionnaire method is used for collecting the data while conducting the

research.

Secondary data:

The secondary data are those which have already been collected by someone and which have

already been passed through the statistical process. Secondary data may either be published

data or un- published data.

For the study: Internet is used for collecting the data while conducting the research.


DATA ANALYSIS&

INTERPRETATION


DATA ANALYSIS & INTERPRETATIONS

1).Do you know about Ritu Wears?a. Yes 50

b. No 0

INTERPRETATION:

This chart shown that out 50 respondent 100% respondents know about Ritu Wears.


2).How do you know about Ritu Wears?a. Family 8

b. Friends 14

c. Visiting mall 16

d. Advertisement12

INTERPRETATION:

This chart shown that out 50 respondent 16% respondents know about Ritu Wears through

Family, 28% respondents know about Ritu Wears through Friends, 32% respondents know

about Ritu Wears through Visiting Mall & 24% respondents know about Ritu Wears through

Advertisment.


3).Do you purchase Ritu Wears products?a. Yes 50

b. No 0

INTERPRETATION:

This chart shown that out 50 respondent 100% respondents purchase Ritu Wear Product.


4).What do you purchase from Ritu Wears?a. Garments 20

b. Jewellery 10

c. Crockery 6

d. Home Décor 14

INTERPRETATION:

This chart shown that out 50 respondent 40% respondents purchase from Ritu Wears

Garments, 20% respondents purchase from Ritu Wears Jewellery, 12% respondents purchase

from Ritu Wears Crockery & 28% respondents purchase from Ritu Wears Home Decor.


5).What is your frequency to visit in Ritu Wears?a. During sales discounts 16

b. Monthly 10

c. Frequently 6

d. Occasionally 18

INTERPRETATION:

This chart shown that out 50 respondent 32% respondents visit in Ritu Wears During sales

discounts, 20% respondents visit in Ritu Wears Monthly, 12% respondents visit in Ritu

Wears Frequently & 36% respondents visit in Ritu Wears Occasionally.


6).Rate the variety of Ritu Wears products?a. Excellent 6

b. Very good 20

c. Good 14

d. Satisfactory 10

INTERPRETATION:

This chart shown that out 50 respondent 12% respondents variety of Ritu Wear products is

Excellent, 40% respondents variety of Ritu Wear products is Very Good, 28% respondents

variety of Ritu Wear products is Good & 20% respondents variety of Ritu Wear products is

Satisfactory.


7).Rate the quality of Ritu Wears products?a. Excellent 8

b. Very good 18

c. Good 12

d. Satisfactory 12

INTERPRETATION:

This chart shown that out 50 respondent 16% respondents quality of Ritu Wear products is

Excellent, 36% respondents quality of Ritu Wear products is Very Good, 24% respondents

quality of Ritu Wear products is Good & 24% respondents quality of Ritu Wear products is

Satisfactory.


8).Do you think that prices of Ritu Wears products is reasonable?a. Yes 42

b. No 8

INTERPRETATION:

This chart shown that out 50 respondent 84% respondents said that they think that prices of

Ritu Wears products is reasonable & 16% respondents said that they don’t think that prices of

Ritu Wears products is reasonable.


9). Do you get proper support of sales staff during purchase?a. Yes 46

b. No 4

INTERPRETATION:

This chart shown that out 50 respondent 92% respondents said that they get proper support of

sales staff during purchase & 8% respondents said that they don’t get proper support of sales

staff during purchase.


10). If you face any complain in the products then staff of Ritu wears support you to exchange the product?

a. Yes 48

b. No 2

INTERPRETATION:

This chart shown that out 50 respondent 96% respondents said that they face any complain in

the products then staff of Ritu wears support them to exchange the product & 4% respondents

said that they don’t face any complain in the products then staff of Ritu wears support them

to exchange the product.


11). How do you find the location of Ritu Wears?a. Good 30

b. Average 20

c. Bad 0

INTERPRETATION:

This chart shown that out 50 respondent 60% respondents said that they find the location is

good of Ritu Wears & 40% respondents said that they find the location is Average of Ritu

Wears.


12).What should be the improvement areas for Ritu Wears?a. Services 12

b. Quality 15

c. Variety 13

d. Pricing 10

INTERPRETATION:

This chart shown that out 50 respondent 24% respondents said that Service, 30% respondents

said that Quality, 26% respondents said that Variety & 20% respondents said that Pricing the

improvement areas for Ritu Wears.


FINDINGS


FINDINGS

o All the respondents know about Ritu Wears.

o All the respondents purchase Ritu Wear Product.

o Most of the respondents variety of Ritu Wear products is Very Good

o Most of the respondents quality of Ritu Wear products is Very Good

o Most of the respondents said that they think that prices of Ritu Wears products

is reasonable

o Most of the respondents said that they get proper support of sales staff during

purchase

o Most of the respondents said that they face any complain in the products then

staff of Ritu wears support them to exchange the product

o Most of the respondents said that they find the location is good of Ritu Wears


CONCLUSION


CONCLUSION

In today’s highly competitive environments, improving consumers' loyalty to brands permits

marketers to maintain a comfortable and lasting position in the marketplace. A brand covers

the entire experience your client’s prospects and customers have with the company. It’s what

they make, and the personality they convey. A brand strategy represents a company’s

competitive positioning. It brings it to life to capture the mindshare of the market. It’s the

personality of a company’s entire go-to-market strategy, and lives within all marketing

communications, campaigns and execution. This is concluded that brand name is great factor

which influences the customer buying decision. Consumers will move beyond basic needs to

discretionary spending. The definition of value will be different for different products. For

instance, they will seek the lowest price for products that serve basic needs, whereas in others

the determinants will range from aspiration to convenience to brand name. Now it has been

cleared that, Branded apparels are mostly preferred by the male youth when there are so

many national & international brands exist in the market in the current fashion oriented

generation. Majority of the people are inclined more towards casuals. This is followed by

Corporate and Sportswear both getting decent responses. Ethnic comes last with minimal

number of respondents preferring ethnic wear. Today’s youth sometimes ask their friends

about their apparels before choosing ones apparel for an event and hence do not care about

buying new clothes similar to that of their friends. The youth today, wears what they like

irrespective of his/her friend’s approval. During survey we found that today’s youth always

prefers new clothes for special occasions In survey we also found that today’s youth always

try new clothes without planning to buy them. They not very often try on different apparels to

impress people. Today’s youth also very rarely decide on clothes according to their mood and

never connect self-confidence with their apparels.


SUGGESTIONS


SUGGESTIONS

In Moradabad people are aware about the National & International brands but

some of the brands are not available in Moradabad so companies should expand

their distribution networks

Consumer of the Indian market are very price conscious ,due to very high prices

of some international brand consumer is not able to afford that particular

brands ,so companies should make some of the stuffs of apparels available at the

affordable price as per the geographical regions.

Ritu Wears should arrange campaign for the product promotion and for the

product knowledge.

Ritu Wears must focus on Print media advertisement and TV commercial, because

now days these are the best medium for promotion of the product.


LIMITATIONS


LIMITATIONS

Although the study was carried out with extreme enthusiasm and careful planning there are

several limitations, which handicapped the research viz,

1. Time Constraints: The time stipulated for the project to be completed is less and thus

there are chances that some information might have been left out, however due care is taken

to include all the relevant information needed.

2. Sample size: Due to time constraints the sample size was relatively small and would

definitely have been more representative if I had collected information from more

respondents.

3. Accuracy: It is difficult to know if all the respondents gave accurate information; some

respondents tend to give misleading information.

4. Availability: It was difficult to find respondents as they were busy in their schedule, and

collection of data was very difficult


BIBLIOGRAPHY


BIBLIOGRAPHYBooks:

Kothari, C.R., Research Methodology, New Age Publications.

Malhotra, Naresh K., Marketing Research, An Applied Orientation, Fourth Edition,

Pearson Prentice Hall, 2005, Part II, pp. 71-340.

Chisnall, P.M. (1985). Marketing: A Behavioural Analysis. 2nd edn. McGraw-Hill.

Newspapers

Times of India

Financial Express

Economic Times

Websites

www.rituwears.in

http://en.wikipedia.org/wiki/Brand

http://www.rkdewan.com/articlesView.jsp?ai=14

http://www.learnmarketing.net/consumer.htm


http://www.learnmarketing.net/consumer.htm

http://www.rkdewan.com/articlesView.jsp?ai=14

http://en.wikipedia.org/wiki/Brand

http://www.rituwears.in/

ANNEXURE


QUESTIONNAIRE

Dear respondent,

I am the student of …………………….conducting a market survey report on “Customer satisfaction:- A study with special reference to Ritu Wears, Moradabad”. Kindly spare few minutes to fill up this questionnaire. Any information provided by you will be used for academic purpose only.

RESPONDENT PROFILE Name of the respondent :................................................................................................ Residential/ office address :............................................................................................

........................................................................................................................................ Contact no. :.................................................................................................................. Age group of the respondent : 18-25 ( ) 25-35 ( ) 35-45 ( ) 45 or More( ) Education/ qualification: ............................................................................................. Occupation :.................................................................................................................1).Do you know about Ritu Wears?

c. Yes

d. No

2).How do you know about Ritu Wears?e. Family

f. Friends

g. Visiting mall

h. Advertisement

3).Do you purchase Ritu Wears products?c. Yes

d. No

4).What do you purchase from Ritu Wears?e. Garments

f. Jewellery

g. Crockery

h. Home Decor

5).What is your frequency to visit in Ritu Wears?e. During sales discounts

f. Monthly

g. Frequently

h. Occasionally


6).Rate the variety of Ritu Wears products?e. Excellent

f. Very good

g. Good

h. Satisfactory

7).Rate the quality of Ritu Wears products?e. Excellent

f. Very good

g. Good

h. Satisfactory

8).Do you think that prices of Ritu Wears products is reasonable?c. Yes

d. No

9). Do you get proper support of sales staff during purchase?c. Yes

d. No

10). If you face any complain in the products then staff of Ritu wears support you to exchange the product?

c. Yes

d. No

11). How do you find the location of Ritu Wears?d. Good

e. Average

f. Bad

12).What should be the improvement areas for Ritu Wears?e. Services

f. Quality

g. Variety

h. Pricing
