This projects covers how important is communication in retail stores.

1. A Project Report On
Communicating with Customers.
For Final Assessment of 2nd Semester
(Buying and Merchandising)
Submitted in partial fulfillment of the requirement for the award of Post
Graduate Program in Retail and Marketing
Submitted To: Ms.Meenakshi Sehgal
Submitted By: Ms. Sonali

2. INDEX
S.No. Topic Page No.
1 Introduction 1
2 Communicating with 2
Consumers
3 Levi’s 5
4 Research Methodology 8
5 Questionnaire 10
6 Data Analysis & 12
Interpretation
7 Conclusions 22
8 Recommendations 23
9 Bibliography 24
INTRODUCTION
Customer communication is one of the most important issues for every organization. Because of
the fact, that customers are everything for the success of any organization and its business. No
matter what kind of service or products an organization is offering, they look for customer
satisfaction, which is ultimate goal of every organization.
2

3. Dissatisfied customers typically tell between 8 to 16 other people when they have had an
unsatisfactory experience and if a customer feels you are responsive to a problem, they will do
business with you again in 82% to 95% of the cases.Here comes the need to understand how
important the communication plays role in making new customers into regular customers and
retaining existing ones.
To study on the topic ‘Communicating with Customers’ will provides us the scope to understand
the importance of communication with the customers in a store. To achieve the goal of customer
satisfaction and to fulfill all their requirements every organization needs a properly defined way of
communication with their customers. It is of utmost importance that our customer should be
satisfied from our services or product , to bring satisfaction to customer it becomes important to
take care of his need and requirements , things are to be managed from a customer`s view point and
for that communication with customer becomes the need.
To study further on the topic ‘Communicating with Customers’, I have taken Levi’s brand. Levi’s
is one of the famous brands in denim jeans and casual wears. It becomes important for a sales
person to communicate effectively with the customers. This includes making their shopping
experience enjoyable through polite, friendly, staff correctly identifying customer’s needs, through
communicating information about products and services. Customers will only enter a business if
you make them feel welcome. Your business needs to communicate a friendly and welcoming
environment
COMMUNICATING WITH CUSTOMERS
Customer relations start and end with effective communication. There is no getting around the fact
that every expression spoken or written by a company is the cornerstone of that company’s success
In Business, the purpose of the communication process is to provide effective service to customers.
This includes making their shopping experience enjoyable through polite, friendly, staff correctly
3

4. identifying customer’s needs, through communicating information about products and services.
Customers will only enter a business if you make them feel welcome.
When we communicate in person, 10 percent of the impact is in the words we use, 30 percent is in
our voice inflection, and a whopping 60 percent is in our body language ( www.dmsretail.com).It
only takes one bad experience by a customer, just with a single product, to hurt your business
reputation. This customer may share her experience with countless others. Customers who might
consider buying from your company might decide not to because of what they hear from unhappy
customers. Build additional means of communicating with customers, including online, email and
mobile communications, so that customers can get in touch with your company in convenient ways.
(John Donnellan, Merchandise Buying and Management, 1999)
Ask any successful business proprietor what the key to success is, and he will tell you that it is
indubitably communication. Communication is critical to understanding problems, presenting
solutions and informing the public about your goods and services. It becomes increasingly
important when dealing with customers. Fortunately, there is a multitude of ways to improve
communication with the people keeping your business afloat.
Listen
• One of the best ways to improve communication with the customer is by listening to her. It
seems simple enough, but active listening requires a good deal of effort. You have to pay
attention to exactly what the customer is saying, and participate in the conversation. Ask
questions to clarify parts of his statements that may be confusing, and rephrase comments to
make sure you fully understand what is being said. Better active listening leads to greater
comprehension of needs and concerns, which helps your company's customer service, and
ultimately, its bottom line.
Present Accurate Information
• While it may seem most important to be able to answer a customer's concerns or questions
immediately, it is more important to be sure you are presenting them with accurate
information. An uninformed response will only lead to more confusion and frustration for
4

5. the customer. Don't be afraid to appeal to a supervisor for guidance or take a moment to
look up the information yourself. While it may delay customer satisfaction, it will increase
the level of satisfaction far more if your information is specific and correct.
.Eleven Points to consider when communicating with Customers (www.ezinearticles.com)
Clear and accurate - speak at a rate your customer can understand you. Have product knowledge in
what you sell. Give correct information.
Open, not judging - have an open posture, do not judge the way your customer is dressed or
presents himself or herself (you do not know how much they have in their wallet).
Mind customer’s feelings - be professional at all times, be aware of the words you use.
Mention their name - use the customer’s name as this makes them feel special and valued.
Unlearn your own bad habits - be aware of your own behaviour, always be self-assessing.
Non-verbal messages matter - makes sure you are displaying positive body language, smile, make
eye contact, good posture.
Interest in people - take a genuine interest in the customers’ needs. This will build rapport and trust.
Calm if they are angry- stay calm and professional if the customer is upset. Do not take it
personally. Find out the facts and resolve the problem. Thank the customer for bringing the
problem to your attention.
Ask questions, get feedback - ask your customer open questions to find out what they are looking
for. Ask reflective questions to confirm their needs and that you are showing them the correct
product.
Tell about products and services - give your customers information on new products and services
you may be offering.
5

6. Enjoy working with all types of customers - if you do not genuinely enjoy dealing with customers
get out of the service industry and let someone who does.
When we communicate, the words we choose our voice tone and body language. Then determine
how best to add voice inflections and body language that support your message. Practice until you
are comfortable with your entire presentation. Train your staff the same way. Go beyond the words
they say and help them understand how tone of voice and body language affects how they come
across. Given that your voice is three times are important parts
of communication.( Economic Times, 11 March’2010)
Body language is even more important. Our enthusiasm, or
lack of, will be obvious. When you see a sales presentation where the person is clearly excited and
believes in the product, you are more likely to buy than if they are simply going through the
motions.
Communicating effectively with potential customers is essential to creating awareness, desire and
interest for your products and services.
LEVI’S
Levi Strauss & Co. (LS&CO) is a privately held clothing company known worldwide for its
Levi's brand of denim jeans. It was founded in 1869 when Levi Strauss came from Buttenheim,
Franconia, (Kingdom of Bavaria) to San Francisco, California to open a west coast branch of his
6

7. brothers' New York dry goods business. Although the company began producing denim overalls in
the 1870s, modern jeans were not produced until the 1920s. The company briefly experimented (in
the 1970s) with employee ownership and a public stock listing, but remains owned and controlled
by descendants and relatives of Levi Strauss' four nephews.
Organization
Levi Strauss & Co. is a worldwide corporation organized into three geographic divisions: Levi
Strauss Americas (LSA), based in the San Francisco headquarters; Levi Strauss Europe, Middle
East and Africa (LSEMA), based in Brussels; and Asia Pacific Division (APD), based in
Singapore. The company employs a staff of approximately 10,500 people worldwide, and owns and
develops a few brands. Levi's, the main brand, was founded in 1873 in San Francisco, specializing
in riveted denim jeans and different lines of casual and street fashion.
From the early 1960s through the mid 1970s, Levi Strauss experienced explosive growth in its
business as the more casual look of the 1960s and 1970s ushered in the "blue jeans craze" and
served as a catalyst for the brand. Levi's, under the leadership of Jay Walter Haas Sr., Peter Haas
Sr., Paul Glasco and George P. Simpkins Sr., expanded the firm's clothing line by adding new
fashions and models, including stone-washed jeans through the acquisition of Great Western
Garment Co. (GWG), a Canadian clothing manufacturer. GWG was responsible for the
introduction of the modern "stone washing" technique, still in use by Levi Strauss.
Mr. Simpkins is credited with the company's record paced expansion of its manufacturing capacity
from fewer than 16 plants to more than 63 plants in the United States from 1964 through 1974.
Perhaps most impressive, however, was Levi's expansion under Simpkins was accomplished
without a single unionized employee as a result of Levi's' and the Haas families' strong stance on
human rights and Simpkins' use of "pay for performance" manufacturing at the sewing machine
operator level up. As a result, Levi's' plants were perhaps the highest performing, best organized
and cleanest textile facilities of their time. Levi's even piped in massive amounts of air conditioning
for the comfort of Levi's workers into its press plants, which were known in the industry to be
notoriously hot.
7

8. 2004 saw a sharp decline of GWG in the face of global outsourcing, so the company was closed
and the Edmonton manufacturing plant shut down. The Dockers brand, launched in 1986[4] which is
sold largely through department store chains, helped the company grow through the mid-1990s, as
denim sales began to fade. Dockers were introduced into Europe in 1993. Levi Strauss attempted to
sell the Dockers division in 2004 to relieve part of the company's $2 billion outstanding debt.
Launched in 2003, Levi Strauss Signature features jeanswear and casualwear. In November 2007,
Levi's released a mobile phone in co-operation with ModeLabs. Many of the phone's cosmetic
attributes are customizable at the point of purchase.
History
Jacob Davis was a tailor who frequently purchased bolts of cloth made from hemp from Levi
Strauss & Co.'s wholesale house. After one of Davis' customers kept purchasing cloth to reinforce
torn pants, he had an idea to use copper rivets to reinforce the points of strain, such as on the pocket
corners and at the base of the button fly. Davis did not have the required money to purchase a
patent, so he wrote to Strauss suggesting that they go into business together. After Levi accepted
Jacob's offer, on May 20, 1873, the two men received U.S. Patent 139,121 from the United States
Patent and Trademark Office. The patented rivet was later incorporated into the company's jean
design and advertisements. Contrary to an advertising campaign suggesting that Levi Strauss sold
his first jeans to gold miners during the California Gold Rush (which peaked in 1849), the
manufacturing of denim overalls only began in the 1870s.
Levi Strauss started the business at the 90 Sacramento Street address in San Francisco. He next
moved the location to 62 Sacramento Street then 63 & 65 Sacramento Street. By changing the
location of the store the company began to become more successful.
(en.wikipedia.org/wiki/Levi_Strauss_%)
Levi’s in India
8

9. Levi's in India has targeted the huge young market. Levi's came to India in 1995. Currently it has
more than 250 stores in India. Initially the brand used film celebrities like Shah Rukh Khan and
Bipasha Basu.
Now the brand ambassadors of Levi’s jeans are Priyanka Chopra and Akshay Kumar. There is no
other iconic brands which can match the strength of Levi's.
Levi’s has gain maximum popularity among young crowd by providing them casual jeans with the
class and style. No other brand in jeans has beat Levi’s till now.
RESEARCH METHODOLOGY
9

10. This chapter describes the research methodology adopted to achieve the objectives of the study. It
includes the scope of the study, research design, collection of data, analysis of data and limitations
of study.
Scope of the study
The scope of the study is to know importance of communicating with the customers in a store.
Research Design
The research design constitutes the blueprint for the collection, measurement and analysis of data.
It is the strategy for a study and the plan by which the strategy is to be carried out.
The research design of the project is Descriptive Research.
Descriptive Research: Descriptive research is used to obtain information concerning the status of
the phenomena to describe “what exists” with respect to variables in a given situation.
Data Collection
Primary Data: Primary data is that data which is collected for the first time. It is original in nature.
For the purpose of collection of primary data, a well structured questionnaire was framed which
was filled by the respondents. The questionnaire comprises of close ended questions.
Secondary Data: Secondary data is the data which is already collected by someone. They are
secondary in nature and are in shape of finished product.
Sample Size
Sample size is the size of sample drawn from the population which is true representative of the
research.
The number of respondents included in the study was 20 for convenience in evaluating and
analyzing the data and because the time constraints.
Limitations of the study
10

11. 1. The research was conducted in limited region.
2. The internet information could be unreliable.
3. The respondents were limited so cannot be treated as a whole population.
4. Time was the major limitation as it may have affected the inferences drawn in the study.
QUESTIONNAIRE
11

12. COMMUNICATING WITH CUSTOMERS
Name:___________________ Age:_____
Q1. Are you comfortable in telling your name to the sales person?
a) Yes
b) No
Q2. Is it fine with you when sales person calls you by your name?
a) Yes
b) No
Q3. Does it feel good when sales person greets you?
a) Yes
b) No
c) Can’t say
Q4. Does the seller should have enough information about the all the products available in the
store?
(a) Yes
(b) Not necessary
Q5. Does interest shown by the seller matters while showing the product to the customers?
(a) Yes
(b) No
(c) Can’t Say
12

13. Q6. Rank the following.
(a) Interest
(b) Product Information
(c) Behavior
(d) Body Language
Q7. Does the friendly nature of a retailer appeals you?
(a)Yes (b) Not Really
Q8. Do you think body language of a seller speaks a lot about him?
a) Yes
b) No
c) Can’t say
Q9. A seller should sound enough convincing to sell the project?
a) Yes
b) No
Q10. Do you think it is a seller that builds or ruins the image of brand by his way of
communicating with the customers?
a) Yes
b) No
c) Can’t say
--------****-------Thank You--------****-------
13

14. DATA ANALYSIS AND INTERPRETATION
Result of the study
Q1. Are you comfortable in telling your name to the sales person?
35%
Yes
No
65%
INTERPRETATION
From the above figure, 65% of respondents says ‘yes’ they are comfortable in telling their names to
the sales person whereas 35% of respondents don’t want to tell their names to the salesperson.
14

15. Q2. Is it fine with you when sales person calls you by your name?
45%
55%
Yes
No
INTERPRETATION
From the above figure, majority of respondents don’t prefer that the sales person is calling them by
their names. 45% of respondents are fine with the sales person calling them by their names as the
customers will feel like they are familiar with the store.
15

16. Q3. Does it feel good when sales person greets you?
20%
Yes
No
25% 55% Can't say
INTERPRETATION
From the above figure, 55% of respondents feel good when the sales person greets them, for 25%
of respondent’s greeting them doesn’t makes any difference and only 20% of respondents can’t say
about greeting of sales person.
16

17. Q4. Does the seller should have enough information about the all the products available in the
store?
35%
Yes
Not Necessary
65%
INTERPRETATION
35% of respondents say the seller should have the knowledge about all the products available in the
store and 65% does not find it necessary that the seller should have information for all the products.
17

18. Q5. Does interest shown by the seller matters while showing the product to the customers?
20% Yes
No
10%
Can't say
70%
INTERPRETATION
From the above figure, 70%of respondents says ‘yes’ the interest shown by the seller matters a lot
while showing the products.20% of respondents says interest has nothing to do with the seller’s
interest and 10% of respondents can’t about the interest of a seller while showing the product.
18

19. Q6. Rank the following.
21%
30%
Interest
Product Information
23% Body Lanuage
Behaviour
26%
INTERPRETATION
From above figure, 30% of respondents considered ‘Interest’ as an important factor while selling a
product. 26% of respondents prefer ‘Product Information’ to be an important factor followed by
‘Body Language’ and ‘Behavior’ by 23% and 21% respectively.
19

20. Q7. Does the friendly nature of a retailer appeals you?
20%
Yes
Not Really
80%
INTERPRETATION
In the above figure, friendly nature of a retailer matters for 80% of respondents and 20% says
friendly nature of retailer does not really appeals to them because they think being friendly of a
retailer/sales person is fake and they are just interested in their money.
20

21. Q8. Do you think the body language of a seller speaks a lot about him?
15%
10%
Yes
No
75% Can't Say
INTERPRETATION
From above figure, 75% of respondents says ‘yes’ the body language speaks a lot about the seller.
15% says ‘no’ and 10% can’t say about the body language of a seller while selling the product to
them.
21

22. Q9. A seller should sound enough convincing to sell the product?
20%
Yes
No
80%
INTERPRETATION
80% of respondents says ‘yes’ the seller should sound convincing to them to sell the product. 20%
says ‘no’ it is not necessary that the seller should sound convincing while selling a product to them.
22

23. Q10. Do you think it is a seller that builds or ruins the image of brand by his way of
communicating with the customers?
20%
10% Yes
No
70% Can't Say
INTERPRETATION
70% of respondents strongly believe that it is the seller who builds or ruins the brand image,, 20%
says no, and 10% can’t say about whether the brand image also depends on how the sales person
communicate with the customers.
23

24. CONCLUSION
• 45% of respondents are fine with the sales person calling them by their names as the
customers will feel like they are familiar with the store.
• Majority of respondents feel good when the sales person greet them and for some of the
respondents greeting doesn’t make any difference.
• 35% does find it necessary that the seller should have information for all the products.
• Majority of respondents agree that the interest shown by the seller matters a lot while
showing the products.
• 80% of respondents say the seller should sound convincing to them to sell the product.
• Majority of respondents agree with the fact that brand image also depends on how the sales
person communicate with the customers.
24

25. RECOMMENDATIONS
• Levi’s stores can work on their friendly nature with the customers as this will build rapport
and trust.
• Customers should be greet genuinely to make them feel special and valued as it is easy to
retain existing customers than to make new ones
• A sales person/seller should have information of all the products because customers can ask
for any product.
• A sales person should stay calm and professional with the customers even if they are angry
or upset.
• Information should be given on new products which Levi’s is offering, customers might get
interested and purchase.
• A sales person should be displaying positive body language, smile, make eye contact, good
posture.
• Sales person should sound convincing to the customers to generate interest and desire
among them to purchase the product.
25

26. BIBLIOGRAPHY
www.ezinearticles.com
John Donnellan, merchandise buying and management, 1999
www.wikipedia.org/wiki/levi_strauss_ %)
Economic times, 11 March’2010
www.dmsretail.com
26

27. 27