Professional Documents
Culture Documents
Customer Satisfaction Towards Raymonds Fashion Wear
Customer Satisfaction Towards Raymonds Fashion Wear
On
guidance of Dr. Afeefa Fatima (Faculty Guide) (SOM BBDU, Lucknow) and this field
Administration.
people who were part of this Field Study Report in numerous ways and people who gave
unending support right from the stage the project was started, appreciated and encouraged
I would like to express my deep sense of gratitude to the respectable Prof. (Dr.) Sushil
Pande Sir, I\C, SOM, BBDU personalities for their precious suggestions and
In this context I would like to express my gratitude towards my parents and family
members who have constantly supported and played a pivotal role in shaping my career.
I owe my sincere gratitude towards faculty guide Dr. Afeefa Fatima of BBDU,
Lucknow for extending the support towards the completion of the Field Study Report.
And finally I would like to thank my friends for their unending support
important in the field of Business Management. It offers the student to explore the
valuable treasure of experience and an exposure to real work culture followed by the
industries and thereby helping the students to bridge gap between the theories explained
understand the real world in which he has to work in future. The theories greatly enhance
our knowledge and provide opportunities to blend theoretical with the practical
knowledge where researcher gets familiar with certain aspect of research. I feel proud to
2. Company Profile 3
4. Research Methodology 7
6. Findings 22
7. Suggestion 24
9. Conclusion 26
Bibliography 28
Annexure 31
INTRODUCTION
A couple of years back some brands descended on the Indian apparel marketing space
with a very interesting value model. These included LaFanso, Cantabil, TNG, Lee Solly,
TQS, and Koutons. The brands announced ‘drop a bomb discounts’ previously unseen
and unheard to lure value conscious middle class buyers. Take a look at the following:
50%+50% off
505=40% off
80%+20% off
90% off
But now most of these brands are reeling under crises. The results of Cantabil Retail
India has not been good. It reported a standalone sales turnover of Rs 37.83 crore and a
net loss of Rs 4.24 crore for the quarter ended Dec ’12. The case is no different for the
other discount brand Koutons. The company is debt ridden and has been incurring losses.
It has been closing down its showrooms discontinued it’s another brand ‘Charlie’. Once
a common sight on the market space, these brands seem to be slowly vanishing form the
scene. A variety of factors have contributed to their fate including excise duty, raw
material costs and inflation. But it is interesting to explore these brands from marketing
which a high maximum retail price (often greater than top brands like Van Heusen and
Raymond Group arrived on the market and went on to write an impressive success story.
Unlike Van Heusen and Louis Philippe which were premium offerings, this was a value
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for money offering by Madura Garments. It went on to carve out a niche in ready to wear
menswear market by intelligently packaging its value for money proposition as ‘honest
brand’. By calling itself as an ‘honest shirt’ it indirectly struck a chord with value
sensitive Indian buyer without bringing price into an explicit consideration. The
affordability was brilliantly packaged as honesty. The idea was to deflect consumer
consciousness from a discourse involving price, cheap, economy and bargain. It was
personality which connoted ‘value proportionate to price’. Later the communication took
the brand to a notch higher by a symbolic campaign ‘More is less’ in order to appeal the
Sales promotion schemes by definition are short run activities and generally involve
tactical maneuvering of customer behavior. These are aimed to influence demand (spikes)
by offering short term consumer incentives. But the crucial issue is can sales a promotion
activity (explicit discounting in which high prices are reduced) be made part of brand
identity? What effect does a sales promotion based discount strategy has on customers?
The attribution theory explains how people interpret events. People try to figure out why
things happen in a particular way or why people behave in a certain manner. People try to
make sense by determining cause behind a phenomenon. A short term deep discount can
2
COMPANY PROFILE
Raymond, one of the most respected textile companies, has opened around 350 outlets at
A 100% subsidiary of Raymond Limited, Raymond Apparel Ltd. (RAL) ranks amongst
India's largest and most respected apparel companies. We bring to our customers the best
of fabric and style through some of the country’s most prestigious brands – Raymond
RAL entered into the ready-to-wear business with the introduction of Park Avenue in
1986 catering to the men's formal wear market. Parx was launched in 1998 to address the
growing trend of smart casuals. Raymond identified the vacuum for a high end, casual
wear brand and hence decided to acquire Color Plus as a part of strategic expansion plan
for their ready-to-wear business. Notting Hill was launched in 2007 to cater to the
Crossing the gender divide two of our brands, Park Avenue launched the Western
Business Wear for women is designed specially for the working women professionals of
today.
All our brands are available at exclusive brand stores, ‘The Raymond Shop’ retail outlets
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HISTORY
Years ago, when the Singhania family was building, consolidating and expanding its
various businesses in Kanpur, one Mr. Wadia was in a similar manner setting up a small
woollen mill in the area around Thane creek, 40 kms away from Bombay. The Sassoon, a
well-known industrialist family of Bombay, soon acquired this mill and renamed it as
The Raymond Group was incorporated in 1925 and within a span of a few years,
In our endeavor to keep nurturing quality and leadership, we always choose the path
untaken - from being the first in 1959 to introduce a polywool blend in India to creating
the world's finest suiting fabric the Super 250s made from the superfine 11.4 micron
wool.
Today, the Raymond group is vertically and horizontally integrated to provide customers
total textile solutions. Few companies globally have such a diverse product range of
nearly 20,000 varieties of worsted suiting to cater to customers across age groups,
We manufacture for the world the finest fabrics - from wool to wool-blended worsted
After making a mark in textiles, Raymond forayed into garmenting through highly
successful ventures like Silver Spark Apparel Ltd., EverBlue Apparel Ltd. (Jeans wear)
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SCOPE OF STUDY
There are many benefits related to take this study. Some of the benefits of taking this
By analyzing the information, the company would be able to better design schemes &
More people will get aware about Raymond Group that will increase profit level of
Raymond Group.
This study helps to identify the behavior of consumer when there are no offers from
Raymond Group.
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OBJECTIVE OF THE STUDY
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RESEARCH METHODOLOGY
RESEARCH PROBLEM
As a research problem is the situation that causes the researcher to feel apprehensive,
confused and ill at ease. It is the demarcation of a problem area within a certain context
involving the WHO or WHAT, the WHERE, the WHEN and the WHY of the problem
situation.
RESEARCH DESIGN
KERLINGER
The research designs are both descriptive in nature. The objectives of this study is to
answer the “who, what, when, where and How “of the subject under investigation.
SAMPLING PLAN:
Sampling plays a vital role in deciding the quality of any project while doing this survey
it is felt to conduct the survey for consumers under convenient sampling method.
Convenience sampling was adopted both for consumers where the sample unites are
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SAMPLE SIZE
SAMPLE AREA:
The survey has been conducted and restricted to the city of Lucknow in Uttar
Pradesh.
SOURCE OF DATA:
Data, which is to be used for the project, has come both from primary sources as well
as secondary sources.
The crux of the report is based on the information collected from the respondents with
the help of questionnaires. The primary source of information has been consumers
Consumer who interviewed separately and the respondents jotted down in the
Information has also been borrowing from both internal sources such as company
records and external sources like journal, magazines and book on marketing research
The survey method was employed for primary data collection. The medium of date
collection was through personal interviews. Where the respondents were questioned
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in face-to-face meeting the consumers were met either in their homes (or) place of
designed for consumers. Products was taken to ensure that the questions framed were
Firstly, by taking the sample questionnaires, a pilot survey has been conducted among
the various sections of the people. Wording and sequencing of questions, choice of
respondents, information sought and instruments clarity as a whole, were tested. After
taking the exactness and correctness the final version of the questionnaire has been
STASTICAL TOOLS:
In the context of the present study, the following statistical tools have been used:
A frequency distribution refers to data classified on the basis of some variable, which
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PERCENTAGES:
This method is used to complete the weighted averages for the rank to determine
which factor is the most preferred one. The ranks are taken as the variable and the
numbers of people are the weights for each rank. From the weighted averages the
most preferred factor is chosen as the one with the minimum average. The next
average selects the rank and the procedure continues for other ranks also.
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DATA ANALYSIS
1. SOURCES OF AWARENESS:
The customer was enquired about the sources of awareness with regard to Raymond
Group. This will help to know us to which sources is playing a major role in creating
1 NEWSPAPERS 35 35
2 FRIENDS 25 25
3
T.V 12 12
4
DEALERS 28 28
RESPONDENTS
NEWSPAPERS
28%
35% FRIENDS
T.V
DEALERS
12%
25%
Interpretation:
Out of the responses obtained from 100 customers 28% said that they became aware of
the brand from friends and 35% of the customers became aware from the T.V. And
another 25% became aware of the brand from NEWS PAPERS. And only 12% are aware
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2. LEVEL OF SATISFACTION:
The customer was enquired about the level of satisfaction with regard to the RAYMOND
GROUP.
S NO SATISFACTION RESPONDENTS %
1 EXCELLENT 30 30
2 GOOD 10 10
3 AVERAGE 50 50
4 POOR 10 10
Poor
Average 10%
50%
Good
10%
Excellent
30%
Interpretation:
Out of the responses obtained from 100 customers 30% customers rated that their
product is EXCELLENT and 10% were GOOD and 50% were AVERAGE and 10%
were is poor. This data shows that mostof the customers are satisfied by RAYMOND
GROUP.
3. What are the valuable attributes you normally look while purchasing
a Raymond Group products?
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RESPONDENT
S NO ATTRIBUTES S %
1 QUALITY 50 50
2 PRICE 10 10
3 DESIGN 30 30
4 OTHERS 10 10
RESPONDENTS
OTHERS
10% DESIGN
30%
QUALITY
50% PRICE
10%
Interpretation:
From the above chart, it can be stated that generally 50% of the customers are prefer
QUALITY of the brand, 10% customers prefer PRICE, 30% customers prefer DESIGN
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4. ARE YOU SUGGESTING TO FRIENDS:
The following table is regarding the customer likeliness in suggesting this showroom to
SUGGEST
S NO FRIENDS RESPONDENTS %
1 YES 90 90
2 NO 10 10
10%
1 YES
90% 2 NO
Interpretation:
From the above chart it shows that 90% of the customers are suggesting to their friends
for this Brand and 10% of the Customers are not suggesting due to its poor design.
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5. SALES EXECUTIVE PERFORMENCE:
features of the Products to their customers. This helps to know how effective
S NO EXPLANATION IN NUMBERS %
1 EXCELLENT 70 70
2 VERY GOOD 25 25
3 POOR 5 5
POOR RESPONDENTS
5%
EXCELLENT
70%
Interpretation:
Out of 100 respondents 60 % of them felt that their explanation about their
product is “EXCELLENT”. And 35% of the customers said “VERY GOOD” and rest of
5% felt to be “POOR”.
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6). What is your opinion about Quality?
S NO OPINION RESPONDENTS %
1 EXCELLENT 50 50
2 GOOD 30 30
3 AVERAGE 15 15
4 POOR 5 5
POOR
5%
AVERAGE
15%
EXCELLENT
50%
GOOD
30%
Interpretation:
Out of the 100 respondents 50% of the customers felt that their brand quality is
“EXCELLENT” and 30% of the customers felt its “GOOD” and 15% of customers felt
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The other factor, which has much influence on the customer, is the “AMBIENCE” of the
show room. This will help to know how the customer perceives this particular show room
in comparison with the other showroom.
OTHERS
APPEAL 10%
10%
1 SHOWROOM
AMBIENCE
2 DISTANCE
3 APPEAL
SHOWROOM AMBIENCE
,55%
DISTANCE 4 OTHERS
25%
Interpretation:
From the above graph we can conclude that out of 100 customers interviewed 55% were
telling that the ambience of showroom is “PLEASANT’ and 25% was felt that their
distance is “EXCELLENT” and 10% says “APPEAL” is very good and other is 10%.
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8. Since how many months have you been using Raymond Group
products?
No. of respondents
0-6 months 6-12 months 1-2 years More than 2 years
3%
24%
37%
36%
Interpretation:
From the above table it is seems that 23% of the respondents had been using
Raymond Group products for past 0-6 months. While 37% had been using it for more
than 6 months, and a significant 36% of respondents had been using this brand for more
than 1-2 years. Only 4% of the respondents had been using Raymond Group products for
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9. What is the reason for choosing Raymond Group?
24% 20%
Less price
Quality service
Brand image
56%
Interpretation
From the above table it is shown that 56% of the respondents are citing quality of
service as the factor. While 24% prefer brand image as the reason for choosing their
product. As far as price is concerned only 20% of the respondents have quoted it as the
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10. Are you satisfied with the quality of service being provided?
No. of respondents
Yes No To some extent Can’t say
10%
5%
5%
80%
Interpretation:
From the above table it is clear that 85% of the respondents are satisfied with the
quality of service while a significant number i.e., 10% of the respondents couldn’t say
anything and 5% of the respondents replied they are not satisfied with the quality of
service.
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11. What is your rating factor for Raymond Group which you will give?
Rating Factor: -
GOOD 93
FAIR 6
BAD 1
93%
Interpretation:
From the above chart it shows that 93% of customers rated that their product quality is
good and 6% rated is fair and 1% prefer bad about their quality.
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FINDINGS
Brand awareness has got a great range of influence on buying behavior. Now-a-days
people are Brand conscious. Products or Services having a good Brand image has got
different areas of a pre plan with bank manager and meeting with customer
respondents.
In advertisement media newspapers (56%) were much affective and Brands (38%)
Many factors like family members advertising were responsible for influencing the
6% of the customers were very much satisfied with Raymond Group. Whereas 58%
39% of the respondents were satisfied with the service of the RAYMOND GROUP.
After sales service at door step 38% was one of the factors which help the purchaser
to buy a Raymond Group. Prompt service 52% also help to attract the purchaser.
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54% of the respondents considered the price of the Raymond Group. As higher
reasonable.
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RECOMMENDATION
1. The most important media for consumer durables is Brands. So, they should go
2. Raymond Group must plan out an ideal marketing producing capacity, because it
faces the problem of over and under capacity in case of upturn and downturn of
the market.
3. Raymond Group should conduct market survey in Indian market for Cloths in
4. The price of the Raymond Group is high they should try to reduce their prices
5. Company should give some incentives to the dealers for promoting the products
of Raymond Group. They should not neglect dealers. They should select good
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LIMITATIONS
As the time given for the completion of the project was limited.
They may be few opinions, which might have been missed out.
Financing problem.
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CONCLUSION
The study reflects that income factor and purchase pattern of branded apparel product.
According to the ranking by customers, the quality factor prevails in the first position,
color and design, comfort and style and price are securing successive ranks respectively.
The expectation level and satisfaction level towards the types branded apparel were
having positive relationship. Finally, it can be concluded that it is important to know the
customers buying behavior process and customers requirements properly. The brand
developer should develop and place the products accordingly to the customer and that
performances.
There are also factors that can negatively affect the demand for an organizations products
Customers have less money to spend, resulting in them purchasing less and impacting on
demand for products and services. As supply chains become more global, variable
supply chains.
Raymond Group can use marketing, competitive pricing and product diversification to
emerging and popular trends. Positive changes in supply can be caused by new suppliers
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government policy. An increase in supply should provide managers with an opportunity
to reduce costs through new agreements and seek opportunities with new marketers.
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REFERENCES
Kotler, P (2002),”Marketing Management”, Millennium Edition, Tenth Edition,
Prentice Hall, Inc, A Pearson Education Company, Upper Saddle River, New
Jersey ,pp.
Marketing,Macmillion, Delhi.
Aldershot, UK.
Baskin, M., & Earls, M. (Eds.). (2002). Brand new brand thinking: brought to life
Choi, T. M., Liu, N., Liu, S. C., Mak, J., & To, Y. T. (2010). Fast fashion brand
28
Khare, A., & Rakesh, S. (2010). Predictors of fashion clothing involvement
marketing,18(3-4), 209-220.
marketing, 36(11).
Rajput, N., Kesharwani, S., & Khanna, A. (2012). Consumers’ attitude towards
4(2), 111.
29
Venkateshwaran, P. S., Ananthi, N., Geetha, U., & Binith, M. K. (2011). A study
branded clothing store and merchandise Levis Stores & Koutons Store in India.
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QUESTIONNAIRE
a. Yes b. No
d. Poor
4) What are the valuable attributes you normally look while purchasing a Raymond
Group products?
d. Others
a. Yes b. No
d. Poor
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7) What is the opinion about quality of Raymond Group?
d. Poor
d. Others
9) Since how many months have you been using Raymond Group product
11) Are you satisfied with the quality provided by Raymond Group products?
a. Yes b. No
12) Please Rate over All Experience with Regard to the Above
ANS: ___________________________________
________________________________________________________________________
________________________________________________________________________
_______________________________________________________________
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