FIELD STUDY REPORT

On

“CUSTOMER SATISFACTION TOWARDS RAYMONDS

FASHION WEAR”

Towards partial fulfillment of

Bachelor of Business Administration (BBA)

School of Management, Babu Banarasi Das University, Lucknow

Guided By: Submitted by:

Dr. Afeefa Fatima Anant Kumar Dubey
(Assistant Professor) Roll No. 1210671079
SOM, BBD University BBA 3rd Semester
Session 2022-2023
School of Management

Babu Banarasi Das University

Lucknow
 DECLARATION

I hereby declare that the field work entitled of “CUSTOMER SATISFACTION

TOWARDS RAYMONDS FASHION WEAR” submitted to the BABU BANARASI

DAS UNIVERSITY, Lucknow is a record of an original work done by me under the

guidance of Dr. Afeefa Fatima (Faculty Guide) (SOM BBDU, Lucknow) and this field

study report is submitted in the partial fulfillment of Bachelor in Business

Administration.

Anant kumar Dubey

Roll No. 1210671079

BBA 3rd Semester

 ACKNOWLEDGEMENT
Before I get into the thick of the things I would like to add a few heartfelt words for the

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

when being depressed.

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

encouragement during the project.

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

Anant kumar Dubey

Roll No. 1210671079

BBA 3rd Semester

 PREFACE

Research Report is an important part of the Management studies. It bears immense

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

in the book and their practical implementations.

Research plays an important role in future building of an individual so that we can

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

get myself to do research at topic “CUSTOMER SATISFACTION TOWARDS

RAYMONDS FASHION WEAR”.

TABLE OF CONTENT
1. Introduction 1

2. Company Profile 3

3. Objectives of the study 6

4. Research Methodology 7

5. Data Analysis & Interpretation 11

6. Findings 22

7. Suggestion 24

8. Limitations of the study 25

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

perspective. Is deep discount model which rests on a perpetual promotional offer by

which a high maximum retail price (often greater than top brands like Van Heusen and

Park Avenue) is discounted by a big percentage to give an impression of irresistible

bargain tenable in the long run?

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

‘economy’ decently packaged. The brand developed ‘down to earth’ ‘unpretentious’

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

younger audience (psychographic matching).

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

be interpreted as sudden stock liquidation or a celebration offer or competitive maneuver.

2
 COMPANY PROFILE
Raymond, one of the most respected textile companies, has opened around 350 outlets at

prime location in India and abroad.

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

Premium Apparel, Park Avenue, Parx and Notting Hill.

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

popular price segment.

Crossing the gender divide two of our brands, Park Avenue launched the Western

Women's wear collections. 'Park Avenue Woman'- A complete range of Premium

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

and multi-brand outlets across India and the Middle East.

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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 Woollen Mills.

The Raymond Group was incorporated in 1925 and within a span of a few years,

transformed from being an Indian textile major to a global conglomerate.

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,

occasions and styles.

We manufacture for the world the finest fabrics - from wool to wool-blended worsted

suiting to specialty ring denims as well as high value shirting.

After making a mark in textiles, Raymond forayed into garmenting through highly

successful ventures like Silver Spark Apparel Ltd., EverBlue Apparel Ltd. (Jeans wear)

and Celebrations Apparel Ltd. (Shirts).

4
 SCOPE OF STUDY

There are many benefits related to take this study. Some of the benefits of taking this

study are as follows:

 By analyzing the information, the company would be able to better design schemes &

services & target right prospects needs & wants.

 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

 To Study The Promotional Activities Used By Raymond In Lucknow City

 To identify the effectiveness of Raymond Advertising.

 To what extent they influence the purchase decision of the customers.

 To identify Brand awareness of Raymond.

 To know the importance of Brand Raymond among consumers.

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 RESEARCH METHODOLOGY

RESEARCH PROBLEM

I have selected that A Study on Marketing Strategy of Raymond Group in Lucknow

as research problem for my summer training project.

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

“Research design is the plan, structure and strategy of investigation conceived so as to

obtain answers to research questions and to control variance”

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

chosen primarily on the basis of the convenience of the investigators.

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SAMPLE SIZE

The sample size was determined as 100 Respondents.

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.

PRIMARY DATA 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

who have filled up the questionnaire

Consumer who interviewed separately and the respondents jotted down in the

questionnaire for the purpose.

SECONDARY DATA SOURCES:

Information has also been borrowing from both internal sources such as company

records and external sources like journal, magazines and book on marketing research

DATA COLLECTION METHOD:

The survey method was employed for primary data collection. The medium of date

collection was through personal interviews. Where the respondents were questioned

8
in face-to-face meeting the consumers were met either in their homes (or) place of

work. Some of respondents were questioned through telephones,

TOOLS FOR DATA COLLECTION

The data was collected through structured questionnaire. Questions can be

categorized into multi-choice and open-ended questions. Questionnaires were

designed for consumers. Products was taken to ensure that the questions framed were

compatible with research objectives.

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

drafted and was taken up for field survey purposes.

STASTICAL TOOLS:

In the context of the present study, the following statistical tools have been used:

FREQUENCY DISTRIBUTION TABLE:

A frequency distribution refers to data classified on the basis of some variable, which

can be measured such as age, income etc.

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PERCENTAGES:

Percentages are used to describe relationships, since they reduce everything to a

common base and there by allow meaningful comparisons to be made.

PIE DIAGRAM/BAR DIAGRAM:

There are pictorial representations of statistical data with several subdivisions in a

circular from and column from respectively.

METHOD OF WEIGHTED AVERAGE FOR RANKS:

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

awareness among the customers.

S .NO ADVERTISEMENT RESPONDENTS %

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

about the brand by the DEALERS.

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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

and other 10%.

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4. ARE YOU SUGGESTING TO FRIENDS:

The following table is regarding the customer likeliness in suggesting this showroom to

other friends. This is an indicator of customer satisfaction also.

Let’s see the responses.

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:

The following table shows “sales executive” role in explaining the

features of the Products to their customers. This helps to know how effective

they perform their job.

S NO EXPLANATION IN NUMBERS %

1 EXCELLENT 70 70

2 VERY GOOD 25 25

3 POOR 5 5

POOR RESPONDENTS
5%

VERY GOOD 1 EXCELLENT

25%
2 VERY GOOD
3 POOR

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

its “AVERAGE” and 5% of customers felt its “POOR”.

7. AMBIENCE OF SHOW ROOM:

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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.

S.NO SCALE RATING RESPONDENTS %

SHOWROOM
1 AMBIENCE 55 55
2 DISTANCE 25 25
3 APPEAL 10 10
4 OTHERS 10 10
TOTAL 100 100

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 Percentage

0-6 months 3 3%
6-12 months 37 37%
1-2 years 36 36%
More than 2 years 24 24%
Total 100 100%

Using of the service (in months):

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

more than 2 –years.

18
9. What is the reason for choosing Raymond Group?

No. of respondents Percentage

Less price 20 20%
Quality service 56 56%
Brand image 24 24%
Total 100 100%

Reason for choosing the service:

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

reason for choosing this service.

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10. Are you satisfied with the quality of service being provided?

No. of respondents Percentage

Yes 80 85%
No 5 5%
To some extent 5 5%
Can’t say 10 10%
Total 100 100%

Satisfaction l with the quality of service:

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

Rating factor for company

products
1%
6% GOOD
FAIR
BAD

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

a great range of influence on buying behavior.

 Promoting a product and creating awareness through conducting event show in

different areas of a pre plan with bank manager and meeting with customer

personally has an influence on the people rather than non-personal channels.

 Most of the respondents were aware by the friends and relatives

(48%).Advertisements (28%) also helped in providing information to the

respondents.

 82% of the respondents were aware of Raymond Group brand.

 In advertisement media newspapers (56%) were much affective and Brands (38%)

was also a major advertising media.

 Many factors like family members advertising were responsible for influencing the

customers to buy Raymond Group.

 6% of the customers were very much satisfied with Raymond Group. Whereas 58%

was satisfied with Raymond Group.

 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.

22
 54% of the respondents considered the price of the Raymond Group. As higher

whereas only 8% considered as economical and 38% of the respondent said it as

reasonable.

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 RECOMMENDATION

1. The most important media for consumer durables is Brands. So, they should go

for television advertisements rather going for newspaper, the television

advertisements influence more on the people. They should spend some

expenditure for T.V. advertisements.

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

order to know the perception of Indian consumers.

4. The price of the Raymond Group is high they should try to reduce their prices

otherwise the sales may decrease.

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

dealers, which they can give customer satisfaction.

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 LIMITATIONS

 As the time given for the completion of the project was limited.

 The survey was restricted to Lucknow only.

 They may be few opinions, which might have been missed out.

 Some of the respondents didn’t answer honestly and some of biased.

 Official website is not updated regularly.

 Financing problem.

 Less availability of potential respondents

 Chances of some biasness couldn’t be eliminated

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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

will help in sustainable apparel products development as well as better business

performances.

There are also factors that can negatively affect the demand for an organizations products

and services. An example of this would be a downturn in economic conditions.

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

economic conditions continue to have a greater impact on the effective management of

supply chains.

It can often be difficult to address factors resulting in reduced demand; however,

Raymond Group can use marketing, competitive pricing and product diversification to

maximize its profit making potential during difficult times.

Demand may be increased due to favorable economic conditions, seasonal changes or

emerging and popular trends. Positive changes in supply can be caused by new suppliers

entering the market, beneficial environmental factors or even through changes in

26
government policy. An increase in supply should provide managers with an opportunity

to reduce costs through new agreements and seek opportunities with new marketers.

27
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 QUESTIONNAIRE

Name of Respondent: ___________________________________________________

Designation: ________________________ Income: ___________________________
Address: ______________________________________________________________
Phone No._________________ Email id: ___________________________________

1) Do you own Raymond Group products?

a. Yes b. No

2) What are the sources of Awareness?

a. T.V b. Newspaper c. Friends d. Dealers

3) What is the level of satisfaction?

a. Excellent b. Good c. Average

d. Poor

4) What are the valuable attributes you normally look while purchasing a Raymond

Group products?

a. Quality b. Price c. Design

d. Others

5)Are you suggesting to friends?

a. Yes b. No

6) Rate sales executive performers

a. Excellent b. Good c. Average

d. Poor

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7) What is the opinion about quality of Raymond Group?

a. Excellent b. Good c. Average

d. Poor

8) Ambience of Show Room:

a. Showroom Ambience b. Distance c. Appeal

d. Others

9) Since how many months have you been using Raymond Group product

a. 0-6 month’s b. 6-12 months c. 1-2 years

d. More than 2 years

10) What is the reason for choosing Raymond Group products?

a. Less price b. Quality service c. Brand image

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: ___________________________________

13) PLEASE MENTION YOUR VALUABLE SUGGESTIONS:

________________________________________________________________________

________________________________________________________________________

_______________________________________________________________

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