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

TABLE OF CONTENTS
S. No.

Chapter Name

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.

Page No.

Annexure - Questionnaire

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

INTRODUCTION

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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.
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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 “

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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

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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

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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 consumermarket 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

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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

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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%).

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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

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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.

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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

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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.

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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.

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COMPANY
PROFILE

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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

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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

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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

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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 shop@rwbiglife.in,
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
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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 shop@rwbiglife.in
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):

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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.

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Problems identified by our credit and fraud avoidance department.

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

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Ritu Wears Biglife may change this policy from time to time by updating this page. You
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What we collect
We may collect the following information:

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name and job title

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contact information including email address

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demographic information such as postcode, preferences and interests

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other information relevant to customer surveys and/or offers

What we do with the information we gather
We require this information to understand your needs and provide you with a better service,
and in particular for the following reasons:

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Internal record keeping.

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We may use the information to improve our products and services.

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whenever you are asked to fill in a form on the website, look for the box that you can
click to indicate that you do not want the information to be used by anybody for direct
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o

if you have previously agreed to us using your personal information for direct
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us at shop@rwbiglife.in

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

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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
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information found to be incorrect.

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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

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KAJJALI CHOORIDAR

Products details

Team up your favourite kurti with this purple chooridar from Kajjali



Brand : Kajjali



Color : Purple



Style : Chooridar

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LEE CAPRIS

Products details

Regular waist slim-fit. Light blue wash



Brand : Lee

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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

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LEE COOL TOP

Products details

Cool Lee top which adds a ting to your style



Brand : Lee

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LEE JEANS

Products details

Mid rise slim-fit. Mid blue wash



Brand : Lee

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SMART SKIVI

Products details

Smart Skivi

 Brand

: AGNO3

 Wash

Care : Hand wash separately in cold water

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SMART WOMEN'S COAT

Products details

Smart chequered coat with belt



Brand : AGNO3



Style : Casual



Wash Care : Dry clean.

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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

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MEN’S
CASUAL MEN'S T-SHIRT

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



Brand : Fahrenheit



Style : Casual



Wash Care : Hand wash separately in cold water

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GIORDANO GREEN T-SHIRT

Products details
Cool green printed T-shirt from Giordano



Brand : Giordano




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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

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KNIGHTS KURTA PYJAMA

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



Brand : Knights






Color : Beige




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KNIGHTS KURTA PYJAMA

Products details
Stylish kurta pyjama that'll add colour to your festivities



Brand : Knights






Color : Sky blue




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ENGINE MEN'S SWEATSHIRT

Products details
Funky sweatshirt for that cool look



Style : Regular fit




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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

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Fingerchips Capris

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



Brand : Fingerchips



Sleeve Type : Capris



Color : Blue

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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

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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

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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.

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SANDAL

Products details
Sandal



heat.

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SANDALIA PEEP TOE BELLY

Products details
Sandalia Peep Toe Belly



Style : Peep Toe



heat.

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MEN’S

SMART FORMAL SHOES

Products details
Smart men's slip-on formal shoes in black



Style : Formal



heat.

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SMART FORMAL SHOES

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



Style : Formal



heat.

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OBJECTIVES
OF THE
MARKET SURVEY
REPORT

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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.

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LITERATURE
REVIEW

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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.
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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.

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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
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(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 sequentiallyfirst 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.

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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
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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.

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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,

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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).

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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

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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

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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

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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
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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
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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.

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RESEARCH
METHODOLOGY

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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.
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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.

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DATA ANALYSIS
&
INTERPRETATION

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DATA ANALYSIS & INTERPRETATIONS
1).Do you know about Ritu Wears?
a. Yes 50
b. No

0

0%

Yes

No

100%

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

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

14

c. Visiting mall 16
d. Advertisement 12

Family
24%

16%

Friends
28%
32%

Visiting mall
Advertisement

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.

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3).Do you purchase Ritu Wears products?
a. Yes 50
b. No

0

0%

Yes

No

100%

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

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

10

c. Crockery

6

d. Home Décor 14

Garments
28%

40%

Jewellery

12%
20%

Crockery
Home Décor

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.

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

10

c. Frequently

6

d. Occasionally

18

During sales
discounts

36%

12%

32%

20%

Monthly

Frequently
Occasionally

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.

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

20

c. Good

14

d. Satisfactory

10

Excellent
20%

12%
Very good

28%

40%
Good
Satisfactory

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.

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

18

c. Good

12

d. Satisfactory

12

Excellent
24%

16%

Very good
24%

36%
Good
Satisfactory

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.

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8).Do you think that prices of Ritu Wears products is reasonable?
a. Yes 42
b. No

8

16%
Yes

No

84%

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.

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9). Do you get proper support of sales staff during purchase?
a. Yes 46
b. No

4

8%

Yes

No

92%

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.

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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

4%

Yes

No

96%

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.

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

20

c. Bad

0

0%

Good

40%
60%

Average

Bad

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.

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

15

c. Variety

13

d. Pricing

10

Services
20%

24%
Quality

26%

30%

Variety
Pricing

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.

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FINDINGS

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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

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CONCLUSION

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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.

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SUGGESTIONS

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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.

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LIMITATIONS

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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

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BIBLIOGRAPHY

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BIBLIOGRAPHY
Books:
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

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ANNEXURE

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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
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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

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