customers satisfaction towards arvind store
TRANSCRIPT
So
CHAPTER 1
INTRODUCTION TO STUDY
1.1 Introduction:-
Indian retail industry India is the hottest retail destination. India retail industry
is considered as one of the world’s top 5 retail market in terms of economic value this
industry is experiencing exponential growth with retail development taking place not
just in major cities and metros but also in tire 2 and tire 3 cities.
As retail sector is growing on large scale, competition has increased and
consumers of today expect a good service with the market full of brands and their
outlets
Pursuing this opportunity various multiband stores like yuva, k-lounge, gents
and many more have started their store in solapur. As concept of multiband retailing
is gaining much importance in solapur because of several factors affecting its growth
it has increased the competition for local retailers
Through this project we will get to know wither the customers of Arvind cloth
store are satisfied or not in terms of price, discount offered Quality, variety, etc. With
respect of another multiband stores available in solapur city.
Retail business is a global business and one of the most actively sectors of the
Indian economy. Modern retailing has entered into the retail market as observed in the
form of bustling shopping centers, multi –branded malls and huge complexes. This
offers entertainment and food all under one roof. Also with the increase in purchasing
power of the people the retail business is flourishing.
Today the world is full of Brands. In the recent days of 21 st century many
brands were newly introduced in the retail market. The people are too crazy for
brands. The retail sector has flourished the Indian economy on a large scale. It is one
of the most powerful sectors in the economy & id growing very rapidly.
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Pursuing this opportunity many retail giants such as Wall-mart, Big-Bazaar,
and Pantaloon etc entered into the retail market and are making huge amount of profit.
In addition to this a new concept of Multi – Branded concept evolved to attract more
number of customers & survive in competition.
In today’s world people are vigorously changing their brands. They are more brands
conscious. The brands have gained more importance than the price tag. These
substantial changes in the behavior of customer have influenced me to study about it.
Fashion has its own definition influenced by the people. It includes accessories,
branded apparels and other factors. This Project includes the study of ARVIND store
because the psychology of a consumer helps in understanding various issues such as:-
1. The psychology of how consumer thinks feels reason and select between
alternatives. (e.g.- brands, product)
2. The psychology of how the consumer in influenced by his/her environment.
(e.g.-culture, family, sign, media)
3. The behavior of consumer while shopping or making decisions other
marketing decisions.
4. How consumer motivates and decision strategies differ between products that
differ in their level of importance or interest that they entail for the consumer.
5. How marketer can adopt and improve their marketing campaign and
marketing strategies to more effectively reach the customer.
The ARVIND store which is a multi-brand Shoppe which has national and
international brands within it gives a wide scope for the study of customer’s attitude.
This study is very helpful in marketing to understand the various factors which
influence the customer in their buying behavior.
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1.2 Objectives and Importance of Study:-
Objectives:
To study the various factors influencing the buying behavior of the
buyers of ‘THE ARVIND STORE’ in Solapur city.
To study the opinion of the customers toward ‘THE ARVIND STORE’
in Solapur.
To find out preference regarding the ARVIND STORE among the
customers in Solapur city.
Importance:
To know the better performance of THE ARVIND STORE in
SOLAPUR city.
To know the buyers behavior towards purchasing the particular brand.
To understand changing behaviors of buyers seasonally or occasionally
towards other brands.
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1.3Scope & Limitations of Study:-
Scope:
This project will help the ARVIND STORE the outlet of Arvind mills in solapur
city to know the customer satisfaction with regards it Arvind mill s product and
also will help to make them to make necessary changes in promotional activities,
infrastructure etc. so that customer are satisfied at maximum level.
Limitations:
1. This study is only limited to THE ARVIND STORE.
2. This study is limited only in Solapur city.
3. The study was limited to 150 respondents.
4. Information given by the respondents is assumed to be true and authentic.
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1.4 Research Methodology:-
A Research methodology is usually a guideline system of solving a
problem with specific components such as phases, task, methods, techniques and tools
Type of research used Descriptive research
Research approach Survey
Research instruments Questionnaire
Sampling method:-
For this project Stratified Random Sampling Method was been undertaken.
In this study population is divided into various several sub population that are
individually more homogeneous than the total population and then we select item
from each strata to constitute a sample.
Maximum care however should be taken to make strata on the basis of common
characteristic so that sampling may become more effective. The criteria for
stratification may vary from problem to problem for e.g. educational group,
professional group, age group etc.
SAMPLE DESIGN
Sample segment Solapur city
Sample unit Customers of The ARVIND Store
Sample size 150
Sampling method Simple random sampling
In this study Simple random sampling is used
In this study strata are prepared on the basis of age, income, Occupation,
gender, education, etc.
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Source of data:-
The collected data should be correct, reliable, and appropriate.
There are two types of data
A) Primary Data
B) Secondary Data
A) Primary Data:-
The data collected directly from the source is called the primary
data. It is collected by asking question to respective customers of The ARVIND Store.
It is the data which is first hand fresh. This can be collected through,
Survey
Interview
Questionnaire
In this project survey method is used for collecting primary data.
B) Secondary Data:-
Secondary data can be collected through two types.
1) Internal sources :-
Periodicals or websites or records of the Organization itself.
I have gathered the secondary data from the owner of the store.
2) External sources :-
Reports provided by websites on internet.
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CHAPTER 2
INTRODUCTION TO ORGANIZATION
2.1 Introduction to Organization:-
Arvind Limited, the flagship company of the Lalbhai Group, is a producer of
composite manufacturer of textiles. It is head-quartered in Ahmedabad, Gujarat, India.
It manufactures a range of cotton shirting, denim, knits and bottom weights (Khakis)
fabrics. It is India's largest denim manufacturer apart from being world’s fourth-
largest producer and exporter of denim. In the early 1980s, the company brought
denim into the domestic market, thus started the jeans revolution in India. Today it not
only retails its own brands like Flying Machine, Newport and Excalibur but also
licensed international brands like Arrow, Lee, Wrangler and Tommy Hilfiger, through
its nationwide retail network. Arvind also runs a value retail chain, Megamart, which
stocks company brands. The original budget for the company totaled $55,000(in 1931
dollars); at present it is $500,000,000
In the mid-1990s, Arvind Mills undertook a massive expansion of its denim capacity
even though other cotton fabrics were slowly replacing the demand for denim. The
expansion plan was funded by loans from both Indian and overseas financial
institutions. With the demand for denim slowing, Arvind Mills found it difficult to
repay the loans, and thus the interest burden on the loans shot up. In the late 1990s,
Arvind Mills ran into financial problems because of its debt burden, and it incurred
huge losses in the late 1990.
The company came up with a massive debt-restructuring plan for the long-term debts
being taken up in February 2001. This complex financial restructuring exercise, which
involved several domestic and international lenders, is considered to be the
benchmark and a case study in India. The restructuring was overseen by Mr. Jayesh
Shah, CFO and advised on by JP Morgan Hong Kong team, led by Mr. Ahmad Ayaz.
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History of organization:
1991 – Arvind reached 100 million meters of denim per year,
becoming the fourth largest producer of denim in the world.
1998 – Arvind Mills emerges as the world's third largest
manufacturer of denim.
2001 – Arvind Mills defaults on a $125 million floating rate note
issue and puts forward a debt restructuring proposal that could
significantly reduce its debt burden and sharply improve its
financial health. Arvind Mills posts a net loss of Rs 44.59 crore for
the quarter ended September 30, 2001.
2003 – For the fourth quarter, Arvind Mills witnesses 280%
growth in the net profit
2005 – For the fourth quarter in a row, Arvind Mills has managed
to post a profit growth in excess of 80 per cent.
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BRANDS AVAILABLE AT THE ARVIND STORE
Fabric
Denim
Shirting’s
Khakis
Knitwear
Voiles
Garment Exports
Shirts
Jeans
Arvind Brands (owned)
Flying Machine
Newport
Ruf & Tuf
Excalibur
Arvind Brands (licensed)
Arrow
Lee
Wrangler
Gant U.S.A.
Sansabelt
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CHAPTER 3
THEORETICAL BACKGROUND
Consumer buying behavior :-
According to F.F.Webstar “Buying behavior states that all behavior of potential
customers as they become aware of, evaluate, purchase, consume & tell other about
products & services.”
It is mainly influenced by following factors such as:
1. Cultural
2. Social
3. Personal
4. Psychological
1. Cultural factors:- Cultural, subculture & social class are important factors
that influenced consumer buying behavior
A) Culture:
It is the fundamental determinant of persons wants & behavioral person acquire
valves perceptions, preference & behavior through his/her family & other key
institution right from the childhood.
B) Subculture:
Each culture of smaller subculture that provide more specific identification for their
members. Subculture includes nationalities, religious & geographic regions. When
subculture grows large & affluent enough, companies often design specialized
marketing programs to serve them.
C) Social class:
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The stratification in the human societies take forms of caste system in which the
members of different caste are reared for certain role & cannot change their cast
membership. Most frequently it takes the form of social classes, relatively
homogeneous & enduring division in the society social classes show distinct product
& brand preferences.
2. Social factors: - In addition to cultural factors consumers buying behavior
influenced by following social factors.
A) Reference groups: A persons reference groups consists of all the groups that
have a direct as well as indirect influence on a person are called membership group.
The membership group with whom the person interacts informally & regularly are
the primary groups e.g. - family, friends, neighbors’ & co-workers.
People also belong to secondary group such as religious, professional & trade
union group which are more informal & require less continuous interaction. People
are also influenced by asp rational group & dissociative group.
Reference group explore an individual to new behavior & lifestyle, attitudes & self
concept. They create pressure for conformity that may affect actual product & brand
choices.
B) Family: the family is the most important consumer buying organization in the
society. Family members constitute the influential primary reference group. Family
can be distinguished as:
Family of orientation – consists of parents & siblings.
Family of procreation – one’s spouse & children has keen interest in the role &
relative influence of family members in purchase of various products & services.
C) Role & status: A person participates in various groups like family, clubs, and
organization etc. the person’s position in each group defines his role & status in the
respective group.
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A role consists of the activities that a person is expected to perform. Each role
represents a status. People choose product that communicate their role & status.
Marketers must be aware of the status symbol potential of product & brand.
3. Personal factors: - These include buyer’s age & stage in the life cycle
occupation, economic circumstances, lifestyle, personality & self concept.
A) Age & stage in the life cycle:
People buy different products & service during their lifetime. The pattern of diet
changes with age of the person. Taste in clothes, electronic equipment, furniture &
recreation are also age related. Consumption is also shaped by the family cycle &
the number, age &gender. Marketers often choose lifecycle groups on their target
market.
B) Occupation & economic circumstance:
Occupation also influence consumption pattern e.g.: A blue collar workers will
buy work clothes, work shoes & lunch boxes. Whereas a company president will buy
suit. Air travel & country club membership.
Marketers try to identify the occupational groups that have above average
interest in their product & services. Product choice is greatly affected by economic
circumstances, spendable income, saving & assets, debts, borrowing power & attitude
towards spending & saving.
C) Personality & self concept:
Personality is often described in terms of trait like self confidence, dominance,
autonomy, difference, sociability etc. Personality can be a useful variable in analyzing
consumer brand choice.
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D) Lifestyle & values:
People from the same subculture social class & occupation may lead quite
different lifestyle. A lifestyle is a person pattern of living in the world as expressed in
activities, interest & opinion. Marketers search for relationship between their product
& lifestyle groups
4. Psychological factors:
A) Motivation:
A person has many needs at given time. Some needs are biogenic. They arise
from psychological states of tension such as hunger, thirst, or discomfort. Other needs
are psychogenic states of tension such as need for recognition, esteem or belonging. A
need become a motive when it is aroused to a sufficient level of intensity.
B) Perception:
Perception is the process by which an individual selects, organizes & interprets
information input to create a meaningful picture of the world. Perception depends
upon physical stimuli as well as stimuli’s relation to the surrounding.
Perception can vary widely among individual. People can emerge with
different perception of the same object because of these perceptual processes selective
attention, selective retention.
C) Learning: Learning involves change in an individual behavior is arising from
experience. Most human behavior is learned. Learning is produced through the
interplay of drives, stimuli, cues, responses & reinforcement.
Learning theory teaches marketers that they can build demand for a product by
associating it with strong drives, using motivating cues, & providing positive
reinforcement.
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D) Beliefs & attitudes:
A belief is a descriptive thought that a person holds about something. Belief
may be based on knowledge, opinion, or faith. They may not carry on emotional
change.
Manufacturers are interested in the belief that people carry with them about the
product & service. These beliefs make up product & brand image.
An attitude is a person’s enduring favorable or unfavorable evaluation,
emotional feeling, & action tendencies towards some object or idea. Attitude leads to
people to behave in a fairly consistent way towards the same products.
5. Purchase Decision:-
In the evaluation stage, the consumer forms preferences among the brands in
the choices set. The consumer may also form an attention to buy the most preferred
brands. In executing a purchase intention the consumer may make five sub-decision:
brand, Dealer, Quantity, Timing and Payment method
.
6. Post purchase Behavior:-
After the purchase, the consumer might experience dissonance that stems
from noticing certain disquieting features or hearing favorable things about other
brands, and will be alert to information that support his or her decision. Marketing
communications should supply beliefs and evaluations that reinforce the consumer’s
choice and help him or her feel good about the brand.
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CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
Table no.:- 1
Table representing Gender of the respondents
Gender No. of respondent Percentage
Male 94 62%
Female 56 38 %
Total 150 100%
62%
38%
Gender
MaleFemale
Interpretation
It is observed that 62% male visit the ARVIND store as they feel it comfortable with
the discounts provided by the Store, which is quite more than Female visitors. It is
also observed that male respondents are more found of fashion than female
respondents.
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Table no.:- 2
Table representing occupation of respondents
occupation No. of respondents Percentage
Student 65 43%
Employee 44 29%
Business 18 12%
professional 23 16%
Total 150 100%
Student Employee Business professional0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
43%
29%
12%16%
Occupation of the Respondents
Percentage
Interpretation:
Maximum number of respondents were students then followed by employees, then by
professionals and finally by business. As students are more likely attracted to clothing
and accessories the frequency of students is more than other occupation respondents.
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Table no:-3
Table representing the Age group of the respondents
Age group No. of respondents Percentage
16-20 44 29 %
21-25 52 34%
26-30 26 17%
31-35 17 11%
35 & above 11 9%
Total 150 100%
29%
34%
17%
11%
9%
Age Group
16-20 yrs21-25 yrs26-30 yrs31-35 yrs35 & above
Interpretation:
It is observed that 29% of respondent belong from 16-20 yrs group, 34% from 21-
25yrs group, 17% from 26-30 yrs age group, 11% from 31-35 yrs group, and 9% from
35 & above yrs group. This shows that respondent from 16-25 age groups i.e.
youngsters are more in number, this is because youngsters are more attracted toward
branded apparel and are concern about fashion.
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Table no.:- 4
Table representing income of the respondents.
Income No. of respondents Percentage
Below-5000 15 10%
5001-10000 20 13 %
10001-20000 61 40%
20001-Above 54 37%
Total 150 100%
Below-5000 5001-10000 10001-20000 20000-Above0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
10%13%
40%37%
Income
Percentage
Interpretation:
Customers’ belong to income level 10001-20000 category visit most the Store more
frequent.
And that of above 20000 income level too visit the more. The number
decreases as the income level decreases. It shows that increasing purchasing
power plays an vital role in buying behavior of people.
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Table no.:-5
Table representing Products preferred by the respondents
Product No. of respondent Percentage
Casual dress 68 46%
Formal dress 34 23%
Accessories 19 13%
Innerwear 16 10%
Other 13 8%
Total 150 100%
Casual dress Formal dress Accessories Innerwear Other0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50% 46%
23%
13%10% 8%
Product Pattern
Percentage
Interpretation:
It is observed that 46% of respondents prefer casual dress followed by 23% formal
dress, 13% for accessories, 10% for innerwear and 8% for other products. As
maximum customers of ARVIND store are college going students, casual wear is
most preferred in the ARVIND store.
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Table no.:- 6
Table representing spending of the respondents at the ARVIND store
Income No. of respondents Percentage
Below-1000 32 12%
1001-1500 56 37%
1501-2000 43 28%
2001-Above 19 23%
Total 150 100%
Below-1000 1001-1500 1501-2000 2001-above0%
5%
10%
15%
20%
25%
30%
35%
40%
12%
37%
28%
23%
Spendings
Percentage
Interpretation:
From the above table it is observed that 37% of the total respondents spend from Rs
1001-1500. Whereas 12% spend below Rs 1000 followed by 28% which spends Rs
1501-2000 and last but not the least 23% from 2001 - Above. Generally a jean & a T-
shirt usually range from 1001-1500.
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Table no.:-7
Table representing respondents purchase occasion for the ARVIND store
Visits No. of respondent Percentage
Regularly 33 22%
Occasionally 27 18%
Festival season 41 27%
Schemes & offer 49 33%
Total 150 100%
Regularly Occasionally Festival seasons Schemes & offers0%
5%
10%
15%
20%
25%
30%
35%
22%
18%
27%
33%
Visits
Percentage
Interpretation:
More number of customers visit during the period when company provides schemes
& offers, and also during the festive season. Consistent visits is observed apart than
the discount season. It shows that more discounted stock attracts more customers in
the store.
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Table no:-8
Table representing the factors considered by the respondents while purchasing
products from ARVIND store.
Factors No. of respondent Percentage
Availability of brands 38 25%
Various schemes& offers 44 29%
Price 63 42%
Other 05 4%
Total 150 100%
Availability of brands
Various schemes& offers
Price Other0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
25%29%
42%
4%
Factors
Percentage
Interpretation:
It is observed that 42% of respondents, price is first priority while shopping followed
by 29% for various schemes & offer, 25% for availability of brands, 4% for other
factors. It also shows that price plays a very crucial role for customers while shopping
in ARVIND store.
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Table no:- 9
Table showing rating from the respondent’s to Attributes of the ARVIND store.
Rating Brands Price Variety Discounts Display &
Layout
Service
Poor 10 16 15 16 29 15
Average 32 35 35 45 38 44
Good 65 47 63 46 44 56
Excellent 43 52 37 43 39 35
Total 150 150 150 150 150 150
Poor Average Good Excellent 0
10
20
30
40
50
60
70
Attributes
BrandsPriceVarietyDiscountsDisplay & LayoutService
Interpretation:
It is observed that poor rating is given for variety followed by average rating given for
price, good rating is given for service and excellent rating is given for brands. Most of
the respondent are pleased with service provided by the store management. Maximum
number of respondent are also satisfied with the brands available in the store.
Table no.:-10
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Table representing the behavior of the sales attendant at the ARVIND store.
Behavior No. of respondent Percentage
casual 49 32%
Professional 75 50%
Rude 26 18%
Total 150 100%
Casual Professional Rude0%
10%
20%
30%
40%
50%
60%
32%
50%
18%
Behavior of Attendents
Percentage
Interpretation:
32% of the customers feel that the behavior of the sales representative is casual,
50% feel it is professional & 18% feel it is rude. Thus a sales attendant also plays an
important role in decision making of customer. Professionalism of the sales attendant
clears many doubt aroused in the mind of customer
Table no.:- 11
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Table representing respondents who know Brand ambassador of the ARVIND store
No. of respondents Percentage
Yes 96 64%
No 54 36%
Total 150 100%
64%
36%
Awareness about Brand Ambassador
YESNO
Interpretation:
64% i.e. majority of the respondents are aware about the brand ambassador of the
ARVIND Store. The brand ambassador plays a very important role in promoting a
brand. As posters of brand ambassador is displayed in the ambience of the ARVIND
store.
Table no.:- 12
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Table representing impact of brand ambassador of the ARVIND store
Impact No. of respondent Percentage
Major 40 26 %
Partial 23 15%
Not at all 87 48%
Total 150 100%
29%
17%
54%
Impact of brand ambassador
MajorPartialNot at all
Interpretation:
From the above table it is observed that 48% of the total respondents do not have any
impact of the Brand Ambassador on their purchase. Whereas 26% have major impact
and 15% of the total respondents have partial impact on their purchasing behavior.
Table no.:- 13
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Table showing opinion of respondents towards ARVIND store.
Rating No.of respondent Percentage
Good 43 28%
Excellent 74 50%
Poor 33 22%
Total 150 100%
good excellent poor0%
10%
20%
30%
40%
50%
60%
28%
50%
22%
Opinion
Percentage
Interpretation:
50% of the total respondents i.e more than half of all the total respondents thinks the
that ‘THE ARVIND STORE’ is excellent. Whereas 28% of remaining respondent
think that it is good followed by 22% respondent think it is poor.
Table no:- 14
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Table showing changes expected in the ARVIND store .
Sector No.of respondent Percentage
Infrastructure 35 23%
Space & ambience 61 40%
Staff & member 20 13%
Segmentation of
product
34 24%
Total 150 100%
Infrastructure Space & ambience Staff & member Segmentation of product
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
23%
40%
13%
24%
Expected Changes
Percentage
Interpretation:
40% respondents feel that space & ambience of the Store is not sufficient. 24% of the
respondents feel segmentation of products is not proper. 13% of respondents feel staff
and members of the Store should be changed. Majorly the customer is more
concerned about the space and ambience of the store. The customer need more space
to explore the store more properly.
CHAPTER 5
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FINDINGS
1. It was found that maximum numbers of visitors in the store are from male
category. Even though females are more interested in discount shopping the
number of female visitors are less in the store.
2. It was found that people from various occupations visit the store frequently.
Maximum numbers of visitors in the store are college going students. As
students are more found of new fashionable cloths.
3. It was found that 31% of respondent belong from 16-25 yrs group followed by
29% from 21-25yrs group, 13% from 26-30 yrs age group, 17% from 31-35
yrs group, and 10% from 35 & above yrs group. It also shows that respondent
from 16-20 age groups i.e. youngsters are more in number, this is because
youngsters are more attracted toward branded apparel.
4. It was found that people from 10001-20000 income groups are more frequent
visitors in the store. As THE ARVIND STORE is a discount Shoppe, people
from this income group are more likely attracted towards the store.
5. It was found that 52% of respondents prefer casual dress followed by 18%
formal dress, 14% for accessories, 11% for innerwear and 5% for other
products. As maximum customers of ARVIND store are college going
students, casual wear is most preferred in the ARVIND store.
6. It was found that 51% i.e. more than half of the total respondents spend from
Rs 1001-1500. Apparels and accessories worth Rs 1000 to 1500 are
immediately out of stock due to this type of spending culture of the
respondents.
7. It was found that maximum numbers of customer visit the store, when the
company provides various schemes and offers. This shows that the respondent
are more likely interested in shopping when various schemes and offers are
provided.
8. It was found that 47% of respondents, price is first priority while shopping
followed by 35% for various schemes & offer, 16% for availability of brands,
2% for other factors. It also shows that price plays a very crucial role for
customers while shopping in ARVIND store.
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9. It was found that poor rating is given for variety, followed by average rating
for price, good rating given for service and excellent rating for brands. Most of
the respondents are pleased with the services provided by the store
management. Maximum number of respondents are also satisfied with the
brands available at the store.
10. It was found that maximum number of respondent feel that the behavior of the
sales attendant was professional. Many doubts and queries were handled
properly by the sales attendant.
11. It was found that 80% of the total population is aware about the Brand
Ambassador of THE ARVIND STORE.
12. It is observed that most of the respondents are aware about the brand
ambassador but are influenced by it. As a brand ambassador plays a very vital
role, the respondents are not at all influenced. whereas some are majorly
influenced and some are partially.
13. It was found that most of the respondent thinks that the store is a excellent
place for shopping. They were very pleased to have a discount Shoppe of
various brands in the city.
14. It was found that customer who visited the ARVIND store are more likely
interested in changing the space and ambience of the store. Customer wants to
increase the space so as they explore the store more properly and convenient.
CHAPTER 6
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SUGGESTIONS:-
Regarding Stock:-
The store may updates its stock as customers are more awaiting for new
and fresh stock.
Customers Care :-
A) Whenever new stock is available or new schemes & offers are
introduced in the store customers may be informed by sending SMS on
their mobiles or by sending.
B) Posters of new schemes may be displayed outside the store.
Regarding Human Resource Management:-
A) A sales attendant play very important role in guiding customers so
proper training of communication , handling query, convincing may
be given prior recruiting
B) Experienced candidates may be recruited.
Regarding Variety Of Products:-
The store mostly consist of casual dresses, therefore more variety can be
introduced in formal dress and footwear section respectively as they are
more in demand.
Regarding Availability Of Brands:-
More variety superior and uncommon brands such as STATUS QUO and
THOMAS SCOTT may be made available as some customers from higher
segment are frequently pursuing the following brands.
Regarding Female customer:-
H.N.C.C 32 B.B.A Programme
So
As the frequency of the female customer is less in the store, more variety
& brands can be introduced so as to attract more female customer.
Regarding Festive Season:-
As the store is a discount Shoppe, it offers various schemes and discount
throughout the year. As observed customer mostly do shopping in festive
season. So store may introduce more schemes and offers during the festive
season.
Regarding Advertisement:-
To create awareness among the people in the city, store can make
advertisement through the following ways
A) Through the local newspaper
B) Hoardings in crowed area of the city like Navi-Peth, Satrasta, and
Daffrin Chowk etc.
C) Through the local T.V channel “IN CITY”.
H.N.C.C 33 B.B.A Programme