A Project Report on
Study of Customer Satisfaction in Sundaram Fashion & Beauty Studio At
Sundaram Fashion & Beauty Studio Submitted to SANDIP UNIVERSITY In the partial fulfilment of degree of Masters of Business Administration By Miss. Priyanka Prakash Gade Under the Guidance of Prof. Leena Gorhe
BATCH 2020-2022
SCHOOL OF COMMERCE & MANAGEMENT SCIENCES SANDIP UNIVERSITY MAHIRAVANI, NASHIK- 422 213 (2021-2022)
DECLARATION
I, Priyanka Prakash Gade, hereby declare that this report titles “Study of Customer Satisfaction in Sundaram Fashion & Beauty Studio” is a bonafide record of the project done by me as a part of the Internship project during the period from September 13, 2021, to November 13, 2021, at Sundaram Fashion & Beauty Studio, Bhusawal. This study has been prepared as partial fulfillment of the requirement for the award of the Master of Business Administration [MBA] during the academic year 20202022 under the guidance of Prof. Leena Gorhe, faculty of Sandip University, Nashik. I also declare that this report has not been submitted in fully or partial thereof, to any university or institution for the award of any degree or diploma.
ACKNOWLEDGEMENT It gives me immense pleasure to acknowledge all those who have given resources, time and supply all valuable facts and opinion that has helped me out in bringing this project to realization. Firstly, I would like to take this opportunity to express my hearty and profound thanks to Dr.Sachin Mahale, principal for providing me this opportunity of the practical learning experience at Sundaram Fashion & Beauty Studio, Bhusawal. I would like to express my sincere gratitude to Rekha Javery ma'am, Founder & Creative Head of Sundaram Fashion & Beauty Studio for her guidance, encouragement, and patience throughout the duration of this project. I also thank all the employees of the organization for their corporation. Without their care and consideration, this report would not have been completed. I express my profound gratitude to my project guide Asst Prof. Leena Gorhe, and other faculty members of Sandip University, Nashik for their valuable guidance and support throughout the course of the final project. Above all, and my family members for helping me to complete my study successfully.
EXECUTIVE SUMMARY
The research was conducted for Sundaram Fashion & Beauty Studio, Bhusawal titled “Study of Customer Satisfaction in Sundaram Fashion & Beauty Studio” as part of Master of Business Administration by Sandip University, Nashik. It was done during September and November 2021. Good customer service is all about bringing customers back. And about sending them away happy enough to pass positive feedback about your business along to others, who may then try the product or service you offer for themselves and in their turn become repeat customers. Excellent customer service is not about sustaining the client; it is about wowing the customer. Customer satisfaction is a vital slogan in the business world nowadays. Just about every company seems to realize just how important customer satisfaction is and has started to find means to develop and measure customer satisfaction. The purpose of this research was to conduct a customer satisfaction survey for Sundaram Fashion & Beauty Studio, Bhusawal.
Content Table
01 Introduction 01 Industry Profile 02 03 Organization Structure 04 Literature Review 05 Theoretical Background 06 Research Methodology 07 Data Analysis & Interpretation 08 Findings & Suggestions 09 Conclusion 10 Appendix
01
Introduction
Background Of The Study Sundaram Fashion and Beauty Studio, Bhusawal had been growing from the year 2004 and faced so many changes in the field of fashion and beauty services and products. It has been standing stiffly for its valuable customers. It attracts more customers through its unique way and by customizing the demand of the user. Sundaram Fashion and Beauty Studio, Bhusawal succeeded only on the basis of satisfaction of their customers, customizing product/services for which started wholesale as well as retail counter.
Need for the study Indian customers having different choices and behavior, to satisfy their needs and choices are the challenging task. For achieving the success for business offering various schemes and promotional strategy to attract customers and remain with constantly. Thus a study has been conducted to know the effective marketing strategies needed to attract new as well as retaining the existing customers.
Objectives of the study To find out customer buying behavior for Sundaram Fashion and Beauty Studio, Bhusawal. To find out customer satisfaction with Sundaram Fashion and Beauty Studio, Bhusawal. To find out Product and Services availability in the studio by the customer response. To find out experience during offer periods. To check whether discounts and Offers affect the buying behavior of respondents. To conduct at Sundaram Fashion and Beauty Studio, Bhusawal marketing activities main objective is sales promotion, building product awareness, creating interest in the product, and providing product information.
Scope of the study Scope of the Sundaram Fashion and Beauty Studio, Bhusawal Dist. Jalgaon (M.S.) It aims to understand the company’s establishment, organization structure, departments, techniques, marketing strategies, and the advantages it is having over the competitors.
Limitation of the study Time limit is a major constraint. As per the company rules certain information was not disclosed. Tests of customers changing certainly which are directly affecting the services and product sales. Indian festivals, seasonal environment and trends are affecting the requirements of customers.
02
Industry Profile
About the Studio Started in 2004, Sundaram Fashion and Beauty Studio, Bhusawal continuously growing and evolving following the motto Love Handmade. “Sundaram” celebrates Indian culture and its storytelling through ancient crafts and products. Promoting the story of sustainability it believes in creating constant work and growth for those at the grass-root level. The artisans, to make this an honest venture. The sustainable LIVE SLOW story is all about a lifestyle that combines the impact of crafts every day in everything that we consume, wear, do and use. The idea is to bridge the gap between craft and consumers so that they can touch, feel and experience the magic of Indian through their crafts-led lifestyle initiative. Founded by Rekha Javery is working with about 10 ladies to support continuous growth through the constant circulation of work, believing in growing together and the only way to achieve this is to create new opportunities for artisans.
About the founder Rekha Javery founder and creative head of Sundaram Fashion and Beauty Studio, Bhusawal dabbled in her many interests-art, drawing, video preparation and distribution, customization of fashion & Accessories designing, etc. Having Post Graduation in Economics, she always believes in the economy and controls unwanted expenditure on the products and services provided for their customers to get it at the lowest price. Living and growing around the handloom and handicraft around her since childhood. It is when she started traveling and wandering around the country where she connected and learned about the indigenous crafts, architecture colours, and everything India,
Fig. 2.1
Rekha Javery founder and creative head
connected with the artisans which really inspired her to do something for their upliftment. After a 10 year career in dress designing and with various craft items she started a “Sundaram Fashion and Beauty Studio, Bhusawal” from where she started marketing of their dress designing, handicraft items and artificial jewelry and so many beauty products & survices.
The story of foundation Rekha Javery has been an avid traveler and by travelling she does not just visit the famous places, but tries to observe and communicate with everything around. With the architecture, the people, craft and many more. It is when she started interacting with artisans wherever she travelled and got inspired by not just the crafts but mainly from the hands behind the artisans and thought of uplifting them by sharing a business dealing with handcrafted goods and beauty products. She does not have a textile background, all the knowledge she has attained about it is sitting by the artisans.
Fig. 2.2
Tie & Dye Technique
Fig. 2.3
Screen Printing Technique
Fig. 2.4
Block Printing Technique
Company History Sundaram Fashion and Beauty Studio, Bhusawal Started in 2004 in one room of size like 10’x10’with the minimum work of fashion designer particularly in the ladies dresses and artificial jewelry of Kundan and American diamond. Then after growing day by day, the business was set up in 8 Rooms of 1500 Sq.Ft. areas with all categories of ladies readymade designer dresses, customized designer dresses, beauty products, beauty services, all type of handicraft items, artificial jewelry of kundan, American diamond, Bridal jewelries and so on. All these products are wholesale as well as retail counters available for the valuable customer that have remained with them from starting.
Vision To be a premium service and product provider in the field of Fashion and Beauty.
Fig. 2.5
Mission To deliver superior value to our customers, related sources of supplier, employees and society at large.
Fig. 2.6
Values Integrity: Acting and taking decisions in a manner that is fair and honest. Following The highest standards of professionalism and being recognized for doing so. Integrity For us means not only financial and intellectual integrity. But encompasses all other forms as are generally. Fig. 2.7 Commitment: On the foundation of integrity, doing all that is needed to deliver value to all stakeholders. In the process of being accountable for our actions and decisions, those of our team and those in the part of the organization for which we are responsible. Passion: An energetic, intuitive zeal that arises from emotional engagement with the organization that makes work joyful and inspires each one to give his or her best. Voluntary, spontaneous, and relentless pursuit of goals and objectives with the highest level of energy and enthusiasm. Seamlessness: Thinking and working together across functional groups, hierarchies, businesses, and geographies. Leveraging diverse competencies and perspectives to garner the benefits of synergy while promoting organizational unity through sharing and collaborative efforts. Speed: Responding to internal and external customers with a sense of urgency continuously striving to finish before deadlines and choosing the best rhythm to optimize organizational efficiencies.
Guiding Principles The business developed by the Sundaram Fashion and Beauty Studio remains with the principles of transparency and transactions with minimum profit margin. Also stiff with friendliness, accountability, relevance, authenticity, and commitment.
Promotion Sundaram Fashion and Beauty Studio promotes their lady's products and Beauty parlor services consisting of customized production, handicraft items, artificial jewellery, designer dresses, and beauty products.
USP “Sundaram” pays attention to smaller details instead of complicated designs. The approach of contemporizing the traditional in a way it does not lose its authenticity makes its customer feel the real India with a modern look. The ability to bring a unique story of the craft and life around it translated on the product.
03
Organization Structure
Organization Structure Being a small design firm, Ms. Rekha Javery single handedly looks after most of the departments and guides interns and collaborates with freelancers for a positive outcome. Most of the production and manufacturing process takes place at the cluster by artisans under the supervision of her either through video calls or visiting the cluster.
Organization Structure
Sundaram
FASHION & BEAUTY STUDIO
Rekha Javery Founder & Creative Head
Accounts & Marketing Having a background in Economics Rekha Javery handles this department with the marketing team
Creative Includes the designing of the product range, with social media graphics, photography & creative writing for website
Interns For designing the range, graphics and to do research interns are hired from respective backgrounds who assist the chairperson.
Production In House
Freelancers Freelance photographers are hired for shoots.
Photograpgers
Artisans
Infrastructure The Sundaram Fashion and Beauty Studio, Bhusawal was set up in 2004 with very small infrastructure but after that development and customer support expanded the business activity day by day resulting in the having much more infrastructure with large customers and clusters.
Fig. 3.1 On the map
Competitors Fashion & Me Launched in 2012, Launched in 2016 with range of Women's garments, dresses and sarees with retail shopee.
Fashion & Me
Fig. 3.2 Fashion & Me Logo
Product Range Sarees, Blouses, Designer dresses, Women's garments.
Mom-n-Me Launched in 2018 with a range of Fashion Accessories, Sarees, Designer Dresses through customization and retail shopee. Product Range Sarees, Blouses, Designer dresses, Women's garments
Mom-n-Me Fig. 3.3 Mom-n-Me Logo
Sapna Kabra Art Studio Launched in 2012, Founded by Sapna Kabra, with a range of Fashion Accessories, Sarees, Designer Dresses through customization and retail shopee.
Fig. 3.4 Sapna Kabra Logo
Product Range Sarees, Blouses, Designer dresses, Fashion accessories
Marketing mix A marketing mix includes multiple areas of focus as part of a comprehensive marketing plan. The term often refers to a common classification that began as the four Ps: product, price, place, and promotion.
Product Product Range
Apparel
Accessories
Home Decor
Customized Dress
Custom Handbags
Cushion Covers
Skirts
Necklaces
Candles
Stole & Duptta
Bracelets
Wall hangings
Saree
Earrings
Art
Blouses
Masks
Microm Mirror Art
Dresses / Gowns
Scranchi
Jute Craft
Bridal wear
Floral Jewellery
Shirts & Bottoms
Leather Accessories
Sundaram Fashion & Beauty Studio serves a wide range of product range under apparel, fashion accessories and Home decor.
1. Apparel Sundaram Fashion and Beauty Studio comprises of Customized Saree, Skirt, Stole, Designer dresses. Sundaram has a wide range of designer dresses made out of using variety of craft, colour and material and story, making dress more then a festive ware. They bring wide range of custom printed t-shirts, shirts, custom screen printed dresses, block printed sarees, stole and dupatta.
Fig. 3.5 Designer Dress
Fig. 3.6 Designer Skirt
Fig. 3.7 Customized Saree
2. Accessories Sundaram Fashion and Beauty Studio comprises of Customized Kundan & Pearl Jewellery, Custom made Hand bags, Leather accessories, Masks, Flower Jewellery, Silk Thread Jewellery, Custom Screen Printed Masks, Scranchi. Sundaram accessory range provide earrings, necklace & jewellery sets in various craft forms to create new statement pieces.
Fig. 3.8 Kundan Jewellery
Fig. 3.9 Screen Printed Mask
Fig. 3.10 Hand Bags
Fig. 3.11 Earrings
Fig. 3.12 Flower Jewellery
Fig. 3.13 Leather Earrings
3. Home Decor Sundaram Fashion and Beauty Studio consists of both textile and non textile products, from Cushion Covers to wall decor pieces, Candles, Microm Mirror Art & Jute Craft. These craft forms are a depiction of age old traditional craft forms practiced by various clusters.
Fig. 3.15 Cushion Cover
Fig. 3.16 Cushion
Fig. 3.17 Candles
Fig. 3.18 Quilting Rug
Fig. 3.19 Microm Mirror
Fig. 3.20 Cushion Cover
Price The price of the best products and services are so competitive and reasonable for the customers to deal with them. Value pricing: Best products with most reasonable price. Promotional pricing: Psychological discounting, Special event pricing Contribution or profit on the product according to the product range:
Apparel
14%
Accessories
4%
Home Decor
18%
Place The place of business is Bhusawal Dist. Jalgaon (Maharastra) and jurisdiction of the business is whole Maharastra and out of city online business deals and delivery of the products at doorsteps.
Promotion The promotion for the products and services are done through the local banners, handbills, advertising through Newspapers, arranging fashion shows at various locations, arranging exhibitions and sales and retail counters at the business place
Future Plans Expansion
The “Sundaram” desirous to expand the business in the field of branded garment construction, designer dresses and highly statement artificial Jewellery. For online growth, Sundaram Fashions is planning to go solo in the Indian market and will continue to develop its own site and app to boost sales. The company also plans to use technology in its stores and bring concepts like a Magic Mirror, QR-code-enabled shopping, and more to India.
Investment
Sundaram Fashion is planning to launch new stores in Jalgaon by the end of 2022. The fashion retailer targets to become India's first billion-dollar fashion brand in the next three years.
SWOT Analysis Strength
Value for money products. Customer friendly personnel. Attracting pricing strategy. Central location of Fashion stores leading to increased footfall. Omni-channel presence.
Weakness
Not enough advertisements in any forms of media. Low number of collections in the ‘Ladies Wear’ category throughout all stores. Poor social media presence.
Opportunities
Penetration into rural markets. Rapid expansion in terms of demand in developing countries. Scope of exclusive tie-ups with e-tailing companies to scale up sales. Product development and diversification to cater global needs.
Threats
High competition from other leading retailers like pantaloons, unlimited etc. Fluctuations in government policies.
04
Literature Review
According to kotler- Customer satisfaction depends on the product’s perceived performance relative to buyer’s expectations. If the performance matches expectations, the customer is satisfied. If performance exceeds expectations, the customer is highly satisfied or delighted. Outstanding marketing companies go out of their way to keep important customers satisfied. Highly satisfied customers make repeat purchases and tell others about their good experience with the product. The key is to match customer expectation with company performance. Smart companies aim to delight customers by promising only what they can deliver, then delivering more than they promise. However, although the customer –centered firm seeks to deliver high customer satisfaction relative to competitors, it does not attempt to maximize customer satisfaction.
A company can always increase customer satisfaction by lowering its price or increasing its services. But this may result in lower profits. Thus, the purpose of marketing is to generate customer value profitability. This requires a very delicate balance: The marketer must continue to generate more customers’ value and satisfaction but not “give away the house.” The concept of shopping has altered in terms of format and consumer buying behavior, ushering in a revolution in shopping in India. The trends that are driving the growth of the retail sector in India are. The low share of organized retailing Increase in expenditure for luxury items “The gulf between satisfied customers and completely satisfied customers can swallow a business.” The customer is an integral part of a company’s workings. The legendary Indian, Mahatma Gandhi expressed the importance of the customer by stating: “Customer is the most important visitor to our premises. He is not dependent on us. We are dependent on him. He is not an interruption to our work. He is the purpose of it. He is not an outsider to our Business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so. To understand this quote and to adhere to its wisdom can increase success by obtaining, retaining and satisfying customers.
Limitations of the study This project report suffers from the following limitations Questionnaires were filled in the evenings when most of the people are in a hurry and they might not have responded truly to all the questions. Those who came out of the Store after shopping was chosen for getting the questionnaires filled but they held bulky polyethylene bags due to which they found it difficult to stand for long and answer the questions. Most of the retail outlets mentioned in our questionnaire may or may not be visited by respondents; this affected their response to various questions.
05
Theoretical Background
Customer Satisfaction According to Philip Kotler In general, satisfaction is a person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance to expectations. “Everybody knows what satisfaction is until asked to give a definition. Then, it seems, nobody knows.’’ This quote from Richard L. Oliver, respected expert and long-time writer and researcher on the topic of customers satisfaction, expresses the challenge of defining this most basic of customer concepts. Building from previous definitions, Oliver offers his formal definitions. “Satisfaction is the customer’s fulfillment response”. Customer satisfaction will be influenced by specific product or service features and by the perception of quality. Satisfaction will also be influenced by customer’s emotional response, their attribution, and their perception of equity.
Customer An individual who purchases the goods or services produced by a business. The customer is the end goal of businesses since it is the customer who pays for supply and creates demand. Businesses will often compete through advertisements or sales to attract a larger customer base.
Satisfaction Satisfaction means you’ve had enough-in a good way. When a product say’s “Satisfaction guaranteed” it means you’ll like it or they’ll give you your money back. A good meal provides satisfaction to your hunger. When you graduate from school or get a job, you have a feeling of satisfaction. This term once meant an act of atonement assigned by a priest to make up for a sin. When something is explained well, it is explained to your satisfaction. Today companies are having tough competition. The customer has a wide chase of brands to select from. In order to serve the competition. Philip Kotler says that “of the dozen of categories of human action- working, sleeping, walking, eating, drinking, buying, and so forth-the one of primary interest to the marketer is buying, The buyers decision making process can be very simple and very elaborate’’ Depending on the extent to which his requirement is met a customer may be classified as dissatisfied, satisfied or delighted. If his requirements are not adequately met, the customer will be dissatisfied if his requirements are just met and will be satisfied if however his requirements have been exceeded he will be delighted. That dissatisfaction, satisfaction and delight of the customer is dependent on his expectation, and the performance of the product. Dissatisfied customers will talk about their dissatisfaction of delight to their friends and they will become customers of the company. Now aiming more at highly satisfied customers are what the term delighted customers. This is because satisfied customers will switch supplies when a better offer comes his way but a highly satisfied or delighted customer forms an emotional affinity with the supplier, not just a rational preference and creates customer loyalty.
Importance of customer satisfaction The need to satisfy customers for succession in any commercial enterprise is derived from the payment received for the product and services supplied to its external customers. If there are no customers there is no income there is no business. In other words, are the sole reasons for the existence of commercial establishments. Thus the core activity and perhaps are of the most important activities of any company is to attract and retain customers, it is, therefore, no surprise that Peter Drucker, the renewed management guru had said’’ to satisfy the customer is the mission and purpose of every business.’’ Initially, customers can be attracted by advertisements and other efforts by the marketing personnel and made to buy the services. If the customers’ are satisfied with the product or service offered, they continue to buy it and remain loyal customers. If on the other hand, they are not-satisfied that advertising and marketing initiatives through extremely useful in attracting new customers is not sufficient to retain them
Requirement for customer satisfaction The various requirements are customers satisfaction are
A. Quality Quality is the totality of features and characteristics of a product and service that bears on its ability to satisfy stated or implied needs. We can say that the seller has delivered whenever the sellers. Products and services meet or exceed the customers’ expectations. Thus quality must be perceived by the customers. Quality can always be improved and quality does not cost more. The old idea was that achieving quality would cost more and slow down production. But quality improved by learning to do things right the first time, when things are done right the first time, any costs such as salvage and replacement are eliminated. Quality is necessary to have customer satisfaction because customers are becoming demanding.
B. Fair price A fair price is very important to satisfy customers. Price is the cost of a product or service part by the customer. Price should therefore be commensurate with the offered perceived value. If it is not, buyers will turn to competitors’ products.
C. Good customer handling skills Good customer handling skills are an essential requirement for a salesman. The salesman should understand the buyer's behavior and act accordingly. The salesperson should not be rigid in his dealing instead they should have a flexible approach, adopting his representation to each customer should be treated as a guest and his wishes should be fulfilled to the maximum in such a way that no loss occurs to the company.
D. Efficient delivery Efficient delivery is also an important requirement for customer satisfaction. It is important to inform the customers as to when his product would be ready for delivery and keeping up the promised time is crucial during the delivery especially. In the case of consumer durables the main product features safe, correct usage, warranty, and after-sales service facilities, etc, should be explained, This enhances the image of the term and also results in customer satisfaction.
E. Effective and economical after-sales service It is not enough to simply sell customers a quality product at a sure price. The customers are also very keep to get effective and economical after-sales service especially in the case of consumer durables the electronic item and automobiles this can be achieved by Training personal to save customers better Keeping adequate stock of spare parts Making timing deliveries Maintaining well-equipped and clean workshop Offering economical service Being courteous customers
06
Research Methodology
Research methodology is a way to systematically solve the research problem. In it, step-by-step methods are followed to solve a particular problem. It refers to a search for knowledge. It can be defined as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. Helps us to know which types of research, I could adopt to know and conduct the project on Sundaram Fashion and Beauty Studio which could become successful in the final result. Which is also helps to take exact decision by eliminating unwanted data from the whole sampling. Which method can be the suitable for conducting this project? In this research can be estimated as a descriptive in nature due to the describing entire Sundaram Fashion and Beauty Studio data, and the information was collected by the customers of the Sundaram Fashion and Beauty Studio data, say as a respondents for my questionnaire and analyze through various measurements like graph, tables and diagrams can be represented to interpret the final result.
Research method Broadly speaking, we can classify the Research Designs into 3 types
Exploratory Research Design This is generally used to clarify thoughts and opinions about the research problems or the respondent population, or to provide insights on how to do more conclusive (casual) research. Exploratory research studies are also known as Formulative Research Studies.
Descriptive Research Design Descriptive research studies are those studies which are concerned with describing the characteristics of a particular individual, or of a group, whereas diagnostic research studies determine the frequency with which something occur or its association with something else.
Casual Research Design Casual Research design is also known as Hypothesis testing research studies, (generally known as experimental studies) are those where the researcher tests the hypotheses of casual relationship between variables. Such studies require procedures that will not only reduce bias and increase reliability, but will permit drawing inferences about causality. Usually experiments meet this requirement. Hence, when we talk about research design in such studies, we often mean the design of experiments.
Research Design Opted In this research process the design opted for research is the Descriptive Research Design
Sampling Method Sampling Unit: Sundaram Fashion and Beauty Studio Sampling Technique: Simple random sampling Sampling size: 150 Respondents. Statistical Techniques: Simple statistical techniques such as drawing of percentage, calculating the mean score. Tables for analyzing and graphs for pictorial understating were used in the study.
Source of Data In a broader sense we can say that two types of data are available to the researcher. They are as follows:
1. Primary data 2. Secondary data Primary Data: In which primary data gives the information directly from the source using first time for our project work. Here primary data the Sundaram Fashion and Beauty Studio customers answered for direct questionnaire. Secondary Data: It is the data that which already exists and is collected by some other person or organization. Sources of secondary data include websites, journals, books; etc. This research uses a judicious mix of primary and secondary data to optimize the quality of research findings within the allotted time and money.
Questionnaire Questions are very convenient method to understand the customer perception about the customer satisfaction level maintained at Sundaram Fashion and Beauty Studio and easy to get the answer from customer without ambiguity and structured.
Processing Of the Collected Data A number of tables are prepared to bring out the main characteristics of the data. Interpretations are drawn from the data analyzed.
Research Instrument To elicit the primary data of the proposed study, questionnaires with structured questions for the respondents shall be considered.
Plan of Analysis The collected data will be analyzed with the help of statistical tools and techniques. Parametric techniques such as averages will be used. Wherever possible to make the presentation effective, tables, charts and diagrams will be used.
Tools Used For Data Collection The tools used for primary data collection was a structured questionnaire that includes both open ended and close ended questions. Secondary data was collected from the certain website books, media sources, and commercial sources. The collected data was organized, processed and tabulated in separate tables under specific heading. The data was processed using the percentage method.
R
07
Data Analysis & Interpretation
Data analysis and interpretation is the process of assigning meaning to the collected information and determining the conclusions, significance, and implications of the findings.
How often You visit Sundaram in a month? Source: Primary Data
Criteria
No of Respondents
Percentage
1-3 times
76
50.66%
3-6 times
54
36%
6-9 times
11
7.33%
More than 9
10
6.66%
Total
150
100%
Analysis From the above table 50.66% of the customers visited Sundaram 1-3 times, whereas 36% of the respondents visited Sundaram 3-6 times in a month. The data also shows that around 7.33% of respondents who visited the store 6-9 times in a month and 6.6% visits more than 9 times. 6-9 Times 7.3%
More than 9 6.6%
1-3 Times 50.3% 3-6 Times 35.8%
Interpretation As per the above data the analysis it shows that majority of the respondents visited the Sundaram showroom 1-3 times in a month, whereas there is only a few customers that visits showroom more than 9 times in a month.
Do you visit Sundaram because of the variety of products & services available there? Source: Primary Data
Criteria
No of Respondents
Percentage
Yes
79
52.66%
No
50
33.33%
Maybe
21
14%
Total
150
100%
Analysis The above data clarifies that the respondents believe that Sundaram have variety of products available in the Sundaram store; nearly 52.66% of the respondents accept the variety of products are available. Maybe 14%
Yes 52.7% No 33.3%
Interpretation From the above graph we get to know that 52.66% of the respondents willing believe that Sundaram contain variety of products that are available in the store whereas 33.33% of the respondents disagree that Sundaram have variety of product.
Do you visit Sundaram because of convenience of location? Source: Primary Data
Criteria
No of Respondents
Percentage
Yes
102
68%
No
40
26.66%
Maybe
8
5.33%
Total
150
100%
Analysis From the reference to the above data 68% of the respondents feel convenient of the location to visit Sundaram Maybe 5.3%
No 26.7%
Yes 68%
Interpretation From the above graph shown 68% of the respondents accept that pantaloons is convenience to their location to visit whereas 26.66% of the respondents feel the location is not very convenient to visit.
How much satisfied are you with the services provided by Sundaram? Source: Primary Data
Criteria
No of Respondents
Percentage
Very Satisfied
40
26.66%
Satisfied
81
54%
Can’t say
06
4%
Dissatisfied
11
7.33%
Very Dissatisfied
12
8%
Total
150
100%
Analysis From the reference to the above data,54% of the respondents were satisfied with the services provided by Sundaram ,26.66% of the respondents were very satisfied , 8% of the respondents were very dissatisfied ,7.33% of the respondents were dissatisfied and 4% of the respondents were neutral Dissatisfied 7.3%
Very Dissatisfied 8%
Very Satisfied 26.7%
Can't say 4%
Interpretation
Satisfied 54%
From the above graph, 26.66% of the respondents are very satisfied with the service provided by Sundaram, 54% of the respondents feel satisfied with the service provided, 8% of the respondents feels very dissatisfied with the service provided, 7.33% of the respondents feels dissatisfied with the service provided whereas 4% of the respondents are neutral towards the services provided by Sundaram.
How much satisfied are you with the Staff at Sundaram? Source: Primary Data
Criteria
No of Respondents
Percentage
Very Satisfied
42
28%
Satisfied
79
52.66%
Can’t say
1
0.66%
Dissatisfied
12
8%
Very Dissatisfied
16
10.66%
Total
150
100%
Analysis Its evident from the analysis that majority of the respondents were satisfied. Whereas there is only a few customers were dissatisfied. Very Dissatisfied 10.7% Very Satisfied 28%
Dissatisfied 8% Can't say 0.7%
Interpretation
Satisfied 52.7%
From the above table 28% of the respondents very satisfied. 52.66% of the respondents are satisfied. Whereas 0.66% of the respondents can’t say.8% of the respondents were dissatisfied. This study also shows that 10.66% of the respondents were Very Dissatisfied.
How much satisfied are you with the Ambience of Sundaram? Source: Primary Data
Criteria
No of Respondents
Percentage
Very Satisfied
40
26.66%
Satisfied
82
54.66%
Can’t say
2
1.33%
Dissatisfied
12
8%
Very Dissatisfied
14
9.33%
Total
150
100%
Analysis Its evident from the analysis that majority of the respondents were satisfied. Whereas there is only a few customers were dissatisfied. Very Dissatisfied 9.3% Dissatisfied 8% Can't say 1.3%
Interpretation
Very Satisfied 26.7%
Satisfied 54.7%
From the above table 26.66% of the respondents very satisfied. 54.66% of the respondents are satisfied. Whereas 1.33% of the respondents can’t say.8% of the respondents were dissatisfied. This study also shows that 9.33% of the respondents were Very Dissatisfied.
How much satisfied are you with the parking space provided by Sundaram? Source: Primary Data
Criteria
No of Respondents
Percentage
Very Satisfied
28
18.66%
Satisfied
82
54.66%
Can’t say
10
6.66%
Dissatisfied
15
10%
Very Dissatisfied
15
10%
Total
150
100%
Analysis From the above data 54.66% of the respondents are satisfied with the parking space provided by pantaloons whereas 10% of the respondents are dissatisfied with the parking space provided by Sundaram. Very Dissatisfied 10%
Very Satisfied 18.7%
Dissatisfied 10% Can't say 6.7%
Interpretation
Satisfied 54.7%
From the above graph, 54.66% of the respondents are satisfied with the parking space provided by Sundaram, 18.66% of the respondents are very satisfied with the parking provided,6.66% of the respondents are neutral,10% of the respondents are dissatisfied similarly 10% of respondents are very dissatisfied with the parking space provided by Sundaram.
What the price range of merchandise you like to buy from Sundaram Studio? Source: Primary Data
Criteria
No of Respondents
Percentage
200-500
15
10%
500-800
57
38%
801-1200
33
22%
1201-2000
30
30%
Total
150
100%
Analysis From the above table, we can say that 38% of the respondents were liked to buy the 500800price range of products, and 30% of respondents were liked to buy 1201-2000 price range of products, and 22% of the respondents were liked to buy 801-1200 price range of products, only 10% of the respondents were liked to buy 200-500 price range of products. 200 - 500 10% 1201 - 2000 30%
501 - 800 38%
Interpretation
801 - 1200 22%
From the above graph we can say that, majority of the respondents were agreed to buy the 500800 price range of products, second highest majority of the respondents were liked to buy 1201-2000 price range of products ,and only few respondents were liked other higher price range of product
How do you feel about price of merchandise available in Sundaram Studio? Source: Primary Data
Criteria
No of Respondents
Percentage
Excellent
42
28%
Good
68
45.33%
Fair
31
20.66%
Poor
9
6%
Total
150
100%
Analysis From the above table reference, 28% of the respondents were satisfied (excellent) with the price at Sundaram store.45.33% of the respondents found the price of the merchandise was good, 20.66% of the respondents found the price of the merchandise to be fair, 6% of the respondents founded that the price of the merchandise was poor. Poor 6% Excellent 28%
Fair 20.7%
Interpretation
Good 45.3%
From the above graph, 45.33% of the respondents found the merchandise prices good, 28% of the respondents found the prices excellent, 20.66% of the respondents found the prices fair, 6% of the respondents found the prices poor.
Have you ever got the information from Sundaram about any discount offered on merchandise? Source: Primary Data
Criteria
No of Respondents
Percentage
Yes
108
72%
No
40
26.66%
Maybe
2
1.33%
Total
150
100%
Analysis From the above reference data, 72% of the respondents got the information about the discount offered on the merchandise whereas 26.66% of the respondents do not got the information about the offers on the merchandise. Maybe 1.3% No 26.7%
Yes 72%
Interpretation From the above graph, 72% of the respondents accepted that they receive the information about the discount offered in the merchandise and 26.66% of the respondents disagreed that the pantaloons informed about the discount offers whereas 1.33% f the respondents may be got the information about the offers on the merchandise.
Do you feel buying services from Sundaram & is value for money? Source: Primary Data
Criteria
No of Respondents
Percentage
Yes
113
75.33%
No
8
5.33%
Maybe
29
19.33%
Total
150
100%
Analysis From the reference to the above data, 75.33% of the respondents accept that Sundaram is value for money whereas 5.33% of the respondents disagree with the fact that Sundaram is value for money. Maybe 19.3%
No 5.3%
Yes 75.3%
Interpretation From the above graph, 75.33% of the respondents agree that Sundaram is value for money, 5.33% of the respondents disagree that pantaloons are valued for money whereas 19.33% of the respondents may agree about it too.
08
Findings & Suggestions
This research throws light on various strengths and weaknesses of Sundaram Fashion and Beauty Studio, Bhusawal and can also help to improve on different fronts in order to have an edge over its competitors.
Summary & Findings This research helped us identify the following problems where Sundaram Fashion and Beauty Studio, Bhusawal has an immense scope of improvement: People were found to be very dissatisfied with the ambiance of Sundaram Fashion and Beauty Studio as compared to some other outlets but most were satisfied. Majority of respondents were found complaining about the variety of products, Different sizes not available, footwear, and the child section needing improvement at Sundaram Fashion and Beauty Studio. Location was one of the main reasons which attracted people towards Sundaram Fashion and Beauty Studio and it took less time for the majority of respondents. As Sundaram Fashion and Beauty Studio deals in discount retailing, it was believed that it’s discount and low prices were one of the main attractions for people but people feel that the discount is not enough and it should be more. Some respondents complaint that there should be sitting space for ladies, children, and old age people and it was worked out during the project itself. Some respondents demanded that the book corner should be there. And there should be ample staff and billing counters during sales to handle the huge no. of customers. Parking is also a problem at “Sundaram” and some of the customers were dissatisfied with the parking space, as it does not provide much parking area to its customers. Customers use the parking space provided only.
Suggestions Based on the analysis and findings of my research I would like to give the following recommendations: “Sundaram” needs to improve so that it can accommodate more kinds of products and also provide space for children coming with their parents to play and have fun so that for them visiting becomes exciting. “Sundaram” should incorporate more variety of products in its basket so that it provides the convenience of availability of all things under one roof to its customers. Variety of products should especially be increased in traditional wear for women, Footwear, jewellery, cosmetics and more varieties in watches. More varieties in sizes in jeans, Shirts. Sitting area should be there for children and old people so that they can sit while other family members are shopping. More computers should be included and the number of billing counters should be increased especially during the festive season and sales, to speed up the process of billing and avoid large queues. If possible, more attractive discounts and offers should be given to attract more customers. Staff should be trained properly to assist people and to make them understand the benefits of green card membership, it will strengthen Customer loyalty. Other Recommendations include the introduction of a Book corner for book lovers and making shopping more joyful. Retail outlets should maintain the proper pricing that should be affordable to every customer instead of having a high margin of profit in their mind. The employees should be very courteous with the customers while suggesting the products and interacting with them. Employees' satisfaction towards the work and their monetary fund also matter a lot in any retail organization. The employee should have the proper cooperation with each other for total organization development. Employees should not feel shy when they are interacting with the customers. Brand staff should create a friendly environment with the customers.
10
Conclusion
This research report aims to study consumer attitude towards “Sundaram” and highlights its strengths and weaknesses in order that “Sundaram” can fight the competition in a better way. Though “Sundaram” captures a different market and is giving competition to big players like Vishal mega mart and big bazaar. Retail in India is a booming sector nowadays and Pantaloon should try to benefit more from it. Recommendations given should be considered by “Sundaram” in order to emerge as a winner in the long run.
10
Appendix
Bibliography Marketing Management - Philip Kotler. Research Methodology- Kothari Sales and retail Management- Swapna Pradhan
Website Visited
http:// www.wikipedia.org http:// www.google.com Economictimes.indiatimes.com www.investopedia.com https://en.wikipedia.org/wiki/Landmark_Worldwide
QUESTIONNAIRE TO CUSTOMERS Dear customers Kindly respond to me by suggesting your opinion through answering the following questionnaire about buying your required merchandise from the pantaloons store among your various experience.
.....Thank You.....