INTRODUCTION

Marketing is defined by the American Marketing Association as "the activity, set of

institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large." The
term developed from the original meaning which referred literally to going to
market with goods for sale. From a Sales process engineering perspective,
marketing is "a set of processes that are interconnected and interdependent with
other functions" of a business aimed at achieving customer interest and satisfaction.

In sales, commerce and economics, a customer (sometimes known as

a client, buyer, or purchaser) is the recipient of a good, service, product or an idea -
obtained from a seller, vendor, or supplier via a financial
transaction or exchange for money or some other valuable consideration.

Customer satisfaction is a term frequently used in marketing. It is a measure of how

products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals."

 Customer satisfaction measures how well the expectations of a customer

concerning a product or service provided by your company have been met.

 Customer satisfaction is an abstract concept and involves such factors as the

quality of the product, the quality of the service provided, the atmosphere of
the location where the product or service is purchased, and the price of the
product or service. Businesses often use customer satisfaction surveys to
gauge customer satisfaction. These surveys are used to gather information
about customer satisfaction. Typical areas addressed in the surveys include:

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  Quality of the product

 Value of the product relative to price - a function of quality and price

 Time issues, such as product availability, availability of sales assistance, time

waiting at checkout, and delivery time

 Atmosphere of the store, such as cleanliness, organization, and enjoyable

shopping environment

STATEMENT OF PROBLEM

A problem statement is a clear concise description of the issue(s) that need(s) to be

addressed by a problem solving team. It is used to center and focus the team at the
beginning, keep the team on track during the effort, and is used to validate that the
effort delivered an outcome that solves the problem statement.

Here the problem statement is related to customer satisfaction levels of consumers

of textiles. The study is conducted in Lulu Sarees, Kannur.

OBJECTIVES OF THE STUDY

1. To understand the satisfaction level of customers regarding the textiles

purchased from Lulu Sarees.
2. To study the areas to be improved in the marketing and sales of Lulu Sarees’
products.

RESEARCH METHODOLOGY

Research is not confined to science and technology only. There are vast areas of
research in other disciplines such as languages, literature, history and sociology.
Whatever might be the subject,a research has to be an active, diligent and systematic

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process of inquiry in order to discover, interpret or revise facts, events, behaviors
and theories. Applying the outcome of research for the refinement of knowledge in
other subjects, or in enhancing the quality of human life also becomes a kind of
research and development. Research is done with the help of study, experiment,
observation, analysis, comparison and reasoning. Research is in fact ubiquitous.

IMPORTANCE OF RESEARCH METODOLOGY IN RESEARCH

It is necessary for a researcher to design a methodology for the problem chosen.

One should note that even if the method considered in two problems are same the
methodology may be different. It is important for the researcher to know not only
the research methods necessary for the research under taken but also the
methodology. For example, a researcher not only needs to know how to calculate
mean, variance and distribution function for a set of data, how to find a solution of
a physical system described by mathematical model, how to determine the roots of
algebraic equations and how to apply a particular method but also need to know (i)
which is a suitable method for the chosen problem?, (ii) what is the order of accuracy
of the result of a method?, (iii) what is the efficiency of the method? and so on.
Consideration of these aspects constitute a research methodology.

As it is indicated in the title, research methodology outlines the

researcher's strategy, the research method, the research approach, the methods of
data collection, the selection of the sample, the research process, and the type of
data analysis, the ethical considerations and the research limitations.

1. Case Studies: A case study is usually an in-depth description of a process,

experience, or structure at a single institution. In order to answer a
combination of ‘what’ and ‘why’ questions, case studies generally involve a
mix of quantitative (i.e., surveys, usage statistics, etc.) and qualitative (i.e.,
interviews, focus groups, extant document analysis, etc.) data collection
techniques. Most often, the researcher will analyze quantitative data first and

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 then use qualitative strategies to look deeper into the meaning of the trends
identified in the numerical data.

2. Checklists
Checklists structure a person’s observation or evaluation of a performance or
artifact. They can be simple lists of criteria that can be marked as present or
absent, or can provide space for observer comments. These tools can provide
consistency over time or between observers. Checklists can be used for
evaluating databases, virtual IM service, the use of library space, or for
structuring peer observations of instruction sessions.

3. Interviews
In-Depth Interviews include both individual interviews (e.g., one-on-one) as
well as “group” interviews (including focus groups). The data can be
recorded in a wide variety of ways including stenography, audio recording,
video recording or written notes. In depth interviews differ from direct
observation primarily in the nature of the interaction. In interviews it is
assumed that there is a questioner and one or more interviewees. The purpose
of the interview is to probe the ideas of the interviewees about the
phenomenon of interest.

4. Observation

Sometimes, the best way to collect data is through observation. This can be
done directly or indirectly with the subject knowing or unaware that you are
observing them. You may choose to collect data through continuous
observation or via set time periods depending on your project. You may
interpret data you gather using the following mechanisms:

5. Descriptive observations: you simply write down what you observe

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 6. Inferential observations: you may write down an observation that is inferred
by the subject’s body language and behavior.

7. Evaluative observation:

You may make an inference and therefore a judgment from the behavior.
Make sure you can replicate these findings.

8. Surveys or Questionnaires:

Surveys or questionnaires are instruments used for collecting data in survey

research. They usually include a set of standardized questions that explore a
specific topic and collect information about demographics, opinions,
attitudes, or behaviors.

RESEARCH TOOL

Research Tool/instrument used in this project is Survey or Questionnaire. The

survey was conducted on customers of the company Lulu Sarees.

Personal interview was undertaken to get the responses.

The sample size of the survey was 50. 50 customers were asked questions related to
their satisfaction levels and buying experience of textiles from Lulu Sarees.

ANALYTICAL TOOL

The analytical tool used here are:

1. Bar Diagram:

A bar chart or bar graph is a chart or graph that presents categorical

data with rectangular bars with heights or lengths proportional to the values that
they represent. The bars can be plotted vertically or horizontally. A vertical bar chart
is sometimes called a line graph.

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A bar graph shows comparisons among discrete categories. One axis of the chart
shows the specific categories being compared, and the other axis represents a
measured value. Some bar graphs present bars clustered in groups of more than one,
showing the values of more than one measured variable.

2. Pie chart

A pie chart (or a circle chart) is a circular statistical graphic which is divided into
slices to illustrate numerical proportion. In a pie chart, the arc length of each slice
(and consequently its central angle and area), is proportional to the quantity it
represents. While it is named for its resemblance to a pie which has been sliced,
there are variations on the way it can be presented.

3. Simple percentage method

It is a simple and effective method of data analysis. It helps to find out the
distribution of respondents responses and satisfaction levels. The formula is:

Percentage of respondents = No. of respondents * 100

Total no. of respondents

AREA OF STUDY

Survey was conducted on the customers of Lulu Sarees with questions being asked
to them.

PERIOD OF STUDY

The study was conducted from December 14th 2017 to January 2nd 2018.

LIMITATIONS OF THE STUDY

1. Since the time period of the study was limited to 21 days, all aspects of the
company could not be researched.
2. Few customers were hesitant to respond to the questions asked

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 INDUSTRY PROFILE

The textile industry is primarily concerned with the design and production
of yarn, cloth, clothing, and their distribution. The raw material may be natural, or
synthetic using products of the chemical industry.

Textile Industry

One of the oldest and largest sectors of light industry, producing fabrics, textiles,
knitwear, and other articles from various types of plant, animal, and chemical
(artificial and synthetic) fiber. The textile industry occupies an important place in
the production of social product and the satisfaction of personal needs. The industry
includes the following divisions: initial processing of textile raw materials, fulling
and felting, and the production of cotton fabrics, linen fabrics, wool fabrics, silk
fabrics, nonwoven materials, hemp and jute, netting, textile clothing accessories and
notions, and knitwear. Textile products are used in the manufacture of clothing and
footwear and in other sectors of industry, such as the furniture industry and machine
building.

The textile industry is also developing successfully in the foreign socialist countries.
Fabric production is being increased in these countries through the use of the
domestic potential of each country and through comprehensive cooperation between
countries.

History of the Textile Industry

Up until the industrial revolution, many products in the textile industry were made
at home and without the use of machines. But, the creation of machines led to the
creation of factories, and soon fabric was mass produced. Some key inventions that
led to this boom and development of the textile industry include the flying shuttle
which allowed one weaver to use one hand and operate the loom. The Spinning
Jenny led to the ability of spinning multiple threads at one time. And then there was

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the power loom which used steam to power it so that it could combine threads. The
cotton gin was a mechanical invention that allowed for a more productive way to
separate the cottonseed from the cotton fabric instead of doing it manually, And, the
Jacquard loom which allowed for the creation of designs and patterns on the fabric.

TEXTILE INDUSTRY IN INDIA

The textile industry in India traditionally, after agriculture, is the only industry that
has generated huge employment for both skilled and unskilled labour in textiles.
The textile industry continues to be the second-largest employment generating
sector in India. It offers direct employment to over 35 million in the country. The
share of textiles in total exports was 11.04% during April–July 2010, as per the
Ministry of Textiles. During 2009–2010, the Indian textile industry was pegged at
US$55 billion, 64% of which services domestic demand. In 2010, there were 2,500
textile weaving factories and 4,135 textile finishing factories in all of India.
According to AT Kearney’s ‘Retail Apparel Index’, India was ranked as the fourth
most promising market for apparel retailers in 2009.

India is first in global jute production and shares 63% of the global textile and
garment market. India is second in global textile manufacturing and also second in
silk and cotton production. 100% FDI is allowed via automatic route in textile
sector. Rieter, Trutzschler, Soktas, Zambiati, Bilsar, Monti, CMT, E-land,
Nisshinbo, Marks & Spencer, Zara, Promod, Benetton, and Levi’s are some of the
foreign textile companies invested or working in India.

The archaeological surveys and studies have found that the people of Harrapan
civilization knew weaving and the spinning of cotton four thousand years ago.
Reference to weaving and spinning materials is found in the Vedic Literature. There
was textile trade in India during the early centuries. A block printed and resist-dyed
fabrics, whose origin is from Gujarat is found in tombs of Fostat, Egypt. This proves
that Indian export of cotton textiles to the Egypt or the Nile Civilization in medieval

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times were to a large extent. Large quantity of north Indian silk were traded through
the silk route in China to the western countries. The Indian silk were often
exchanged with the western countries for their spices in the barter system. During
the late 17th and 18th century there were large export of the Indian cotton to the
western countries to meet the need of the European industries during industrial
revolution.

India is the second largest producer of fibre in the world and the major fibre
produced is cotton. Other fibres produced in India include silk, jute, wool, and man-
made fibers. 60% of the Indian textile Industry is cotton based. The strong domestic
demand and the revival of the Economic markets by 2009 has led to huge growth of
the Indian textile industry. In December 2010, the domestic cotton price was up by
50% as compared to the December 2009 prices. The causes behind high cotton price
are due to the floods in Pakistan and China. India projected a high production of
textile (325 lakh bales for 2010 -11).[6] There has been increase in India's share of
global textile trading to seven percent in five years. The rising prices are the major
concern of the domestic producers of the country.

Man Made Fibres

This includes manufacturing of clothes using fibre or filament synthetic yarns. It is

produced in the large power loom factories. They account for the largest sector of
the textile production in India. This sector has a share of 62% of the India's total
production and provides employment to about 4.8 million people.

The Cotton Sector: It is the second most developed sector in the Indian Textile
industries. It provides employment to huge amount of people but its productions and
employment is seasonal depending upon the seasonal nature of the production.

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The Handloom Sector: It is well developed and is mainly dependent on the SHGs
for their funds. Its market share is 13% of the total cloth produced in India.

The Woolen Sector: India is the 7th largest producer of the wool in the world. India
also produces 1.8% of the world's total wool.

The Jute Sector: The jute or the golden fiber in India is mainly produced in the
Eastern states of India like Assam and West Bengal. India is the largest producer of
jute in the world.

The Sericulture and Silk Sector: India is the 2nd largest producer of silk in the world.
India produces 18% of the world's total silk. Mulberry, Eri, Tasar, and Muga are the
main types of silk produced in the country. It is a labor-intensive sector.

Cotton textile

In the early years, the cotton textile industry was concentrated in the cotton growing
belt of Maharashtra and Gujarat. Availability of raw materials, market, transport,
labour, moist climate and other factors contributed to localisation. In the early
twentieth century, this industry played a huge role in Bombay's economy but soon
declined after independence. While spinning continues to be centralized in
Maharashtra, Gujarat and Tamil Nadu, weaving is highly decentralized. As of 30
September 2013, there are 1962 cotton textile mills in India, of which about 80%
are in the private sector and the rest in the public and cooperative sector. Apart from
these, there are several thousand small factories with three to ten looms.

India exports yarn to Japan, United States, United Kingdom, Russia, France, Nepal,
Singapore, Sri Lanka and other countries. India has the second-largest installed
capacity of spindles in the world, with 43.13 million spindles (30 March 2011) after
China. Although India has a large share in world trade of cotton yarn, its trade in
garments is only 4% of the world's total. This is due to the incompetency of local
spinning and weaving mills to process yarn. There exist some large factories, but

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most of the production is fragmented in small units, which cater to the local market.
This mismatch is a major drawback for the industry. As a result, many of the
spinners export yarn while apparel and garment manufacturers have to import
fabric. The power supply is erratic and machinery is outdated and needs to be
upgraded. Other problems include low output of labour and stiff competition with
the synthetic fibre industry.

Jute textiles

India is the largest producer of raw jute and jute goods and the second largest
exporter after Bangladesh. There were about 80 jute mills in India in 2010-11, most
of which are located in West Bengal, mainly along the banks of the Hooghly River,
in a narrow belt (98 km long and 3 km wide). Factors responsible for their location
in the Hooghly basin are: inexpensive water transport, good network of railways,
roadways and waterways to facilitate movement of raw material to mills, abundant
water supply, and cheap labour from neighboring states.

In 2010-2011 the jute industry was supporting 0.37 million workers directly and
another 400,000 small and marginal farmers who were engaged in the cultivation of
jute.

Challenges faced by the industry include stiff competition in the international

market from synthetic substitutes and from other countries such as Bangladesh,
Brazil, Philippines, Egypt and Thailand. However, the internal demand has been on
the rise due to Government policy of mandatory use of jute packaging. To stimulate
demand, the products need to be diversified. In 2005, the National Jute Policy was
formulated with the objective of improving quality, increasing productivity and
enhancing the yield of the crop.

The main markets for jute are the United States, Canada, Russia, United Kingdom
and Australia.

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Ministry of textiles and organizations

Government of India passed the National Textile Policy in 2000. The major
functions of the ministry of textiles are formulating policy and coordination of man-
made fiber, cotton, jute, silk, wool industries, decentralization of power loom sector,
promotion of exports, planning & economic analysis, finance and promoting use of
information technology. The advisory boards for the ministry include All India
Handlooms Board, All India Handicrafts Board, All India Power looms Board,
Advisory Committee under Handlooms Reservation of Articles for Production and
Co-ordination Council of Textiles Research Association. There are several public
sector units and textile research associations across the country.

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 Lulu Sarees and Textiles Ltd., Kannur

During the month of December 2000, the parent firm which is Lulu Sarees, Kannur
started functioning at Fort Road, Kannur and in continuation, another sister-concern
in the name Lulu Bazar was also started at Kannur Fort Road itself. Both the
establishments made high impression among the public mind and the Management
got more inspiration. As such in 2009, the Management registered a Private Limited
Company which is Kannur Lulu Sarees & Textiles ltd., and absorbed Kannur Lulu
Sarees in this Company.

Organizational Structure and Management

There are 21 shareholders, among them are 3 nominated directors duly designated
for the smooth functioning of the Company. Under the nominated Directors the
whole staff members including the General Manager, HR Manager, Floor
Managers, Sales staff and the sub staff members are working. Besides the above
mentioned staff structure there is a well-equipped office and full sing office staff for
the day-to-day functioning.

Details of service:

The firm concentrates on the purchase and sales of textiles and readymade garments.
Considering the changing trends in fashion, it tries its best to fulfill the tastes and
preferences of youngsters. The firm’s devoted staff members serve the customers
with utmost care by completing the purchase transactions within a limited time.
Customers get a positive experience and warmth which make them turn into
frequent customers. And are less likely to have complaints. The supervisory staff
regularly review and update the requirements of the firm’s employees as well as the
customers.

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Organizational Chart:

Chairman

Managing director

General Manager Human Resource Accounts Manager Purchase Manager

Manager

Clerk Asst. Accountant Asst. Purchase

staffs

Floor Manager

Sales Staff

Electricians

Drivers

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 REVIEW OF LITERATURE

A literature review is a text of a scholarly paper, which includes the current

knowledge including substantive findings, as well as theoretical and methodological
contributions to a particular topic. Literature reviews are secondary sources, and do
not report new or original experimental work. Most often associated with academic-
oriented literature, such reviews are found in academic journals, and are not to be
confused with book reviews that may also appear in the same publication. Literature
reviews are a basis for research in nearly every academic field.

Customer satisfaction is a marketing term that measures how products or services

supplied by a company meet or surpass a customer’s expectation.

Customer satisfaction is important because it provides marketers and business

owners with a metric that they can use to manage and improve their businesses.

In a survey of nearly 200 senior marketing managers, 71 percent responded that they
found a customer satisfaction metric very useful in managing and monitoring their
businesses.

Here are the top six reasons why customer satisfaction is so important:

 It’s a leading indicator of consumer repurchase intentions and loyalty

 It’s a point of differentiation

 It reduces customer churn

 It increases customer lifetime value

 It reduces negative word of mouth

 It’s cheaper to retain customers than acquire new ones

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The paramount goal of marketing is to understand the consumer and to influence
buying behaviour. One of the main perspectives of the consumer behaviour research
analyses buying behaviour from the so-called “information processing perspective"
(Holbrook and Hirschman 1982). According to the model, customer decision-
making process comprises a need satisfying behaviour and a wide range of
motivating and influencing factors. The process can be depicted in the following
steps (Engel, Blackwell et al. 1995):

1. Need recognition – realisation of the difference between desired situation and

the current situation that serves as a trigger for the entire consumption process.

2. Search for information - search for data relevant for the purchasing decision, both
from internal sources (one's memory) and/or external sources.

3. Pre-purchase alternative evaluation - assessment of available choices that can

fulfil the realised need by evaluating benefits they may deliver and reduction of the
number of options to the one (or several) preferred.

4. Purchase - acquirement of the chosen option of product or service.

5. Consumption - utilisation of the procured option.

6. Post-purchase alternative re-evaluation - assessment of whether or not and to what

degree the consumption of the alternative produced satisfaction.

7. Divestment - disposal of the unconsumed product or its remnants.

Besides the information processing perspective, marketing analyses consumer

behaviour by employing a psychologically grounded concept of attitudes
(Balderjahn 1988; Ronis, Yates et al. 1989; Luzar and Cosse 1998). It is consumer
attitudes that are usually named as the major factor in shaping consumer behaviour
and a wealth of studies is available on the topic of how attitudes can predict
behaviour.

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 DATA ANALYSIS AND INTERPRETATION

Data analysis, also known as analysis of data or data analytics, is a process of

inspecting, cleansing, transforming, and modeling data with the goal of discovering
useful information, suggesting conclusions, and supporting decision-making. Data
analysis has multiple facets and approaches, encompassing diverse techniques under
a variety of names, in different business, science, and social science domains.

Data analysis and interpretation is the process of assigning meaning to the collected
information and determining the conclusions, significance, and implications of the
findings. The steps involved in data analysis are a function of the type of information
collected, however, returning to the purpose of the assessment and the assessment
questions will provide a structure for the organization of the data and a focus for the
analysis.

Data analysis tends to be extremely subjective. That is to say, the nature and goal of
interpretation will vary from business to business, likely correlating to the type of
data being analyzed. While there are several different types of processes that are
implemented based on individual data nature, the two broadest and most common
categories are “quantitative analysis” and “qualitative analysis.”

Qualitative data analysis can be summed up in one word – categorical. With

qualitative analysis, data is not described through numerical values or patterns, but
through the use of descriptive context (i.e., text). Typically, narrative data is
gathered by employing a wide variety of person-to-person techniques.

If quantitative data interpretation could be summed up in one word (and it really

can’t) that word would be “numerical.” There are few certainties when it comes to
data analysis, but you can be sure that if the research you are engaging in has no
numbers involved, it is not quantitative research. Quantitative analysis refers to a
set of processes by which numerical data is analyzed. More often than not, it

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involves the use of statistical modeling such as standard deviation, mean and
median.

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TABLE 5.1

TEXTILE PRODUCT PURCHASED BY THE CUSTOMERS

Particulars No .of respondents Percentage

Ladies wear 18 36

Kids wear 12 24

Men’s wear 8 16

Any of the above 12 12

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CHART 5.1

Textile product purchased by customers

24

36

16

24

Ladies wear Kids wear Men's wear Any or all of the above

INTERPRETATION

The above diagram shows that 36% of respondents purchased Ladies wear, 24%
purchased Kids wear, 16% purchased Men’s wear and 24% purchased any two or
all three products. Therefore it can be interpreted that mostly customers purchased
Ladies wear.

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TABLE 5.2

REASON TO PURCHASE THE PRODUCT

Particulars No. of respondents Percentage

Personal – Travel, 24 48
Occasions etc.

Business 10 20

Gift 16 32

21
CHART 5.2

Reason to purchase the product

60

50 48

40

32

30

20
20

10

0
Personal- Travel, occasions Business Gift
ets

INTERPRETATION

From the above chart, it can be observed that 48% of customers purchased textiles
for personal use, 20% for business purpose, and 32% for gifting it to someone.

Hence mostly Customers purchase for personal use.

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TABLE 5.3

PLACE OF FREQUENT PURCHASE

Particulars No. of respondents Percentage

Lulu Sarees, Kannur 46 92

Lulu Sarees, Thalassery 4 8

23
CHART 5.3

Place of frequent purchase

100
92
90

80

70

60

50

40

30

20

8
10

0
Lulu Sarees, Kannur Lulu Sarees,Thalassery

INTERPRETATION

Here, it can be observed that 92% respondents buy from Lulu sarees, Kannur while
only 8% of them buy from Lulu sarees, Thalassery. Most of them buy from the
Kannur outlet of Lulu Sarees.

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TABLE 5.4

FREQUENCY OF PURCHASE FROM KANNUR OUTLET

Particulars No. of respondents Percentage

Less than twice 4 8

Less than 5 times 28 56

More than 5 times 18 36

25
CHART 5.4

Frequency of purchase from Kannur outlet

8

36

56

Less than twice Less than 5 times More than 5 times

INTERPRETATION

From above diagram, it can be interpreted that 8% of customers are not frequent
buyers, 56% have purchased less than 5 times and 36% have purchased more than
5 times. Hence most of them have purchased less than 5 times from Lulu Sarees,
Kannur outlet.

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TABLE 5.5

CUSTOMER PREFERANCE TO PURCHASE FROM OTHER

SECTIONS

Particulars No. of respondents Percentage

Yes 42 84

No 2 4

May be 4 8

Don’t know 2 4

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CHART 5.5

Customer preferance to purchase from other sections

Don't know 4

May be 8

No 4

Yes 84

0 10 20 30 40 50 60 70 80 90

INTERPRETATION

From above bar diagram, it can be analyzed that 84% customers are willing to buy
from other sections, 4% will not buy from other sections , 8% may or may not buy,
4% of them are not sure. Therefore most of them are willing to buy from other
sections.

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TABLE 5.6

PRICE OF THE PRODUCT

Particulars No. of respondents Percentage

Less than 1000 6 12

Between 1000 and 3000 16 32

Between 3000 and 5000 24 48

More than 5000 4 8

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CHART 5.6

Price paid for the product

8% 12%

Less than 1000

Between 1000 and 3000

32% Between 3000 and 5000

48% More than 5000

INTERPRETATION

Here, it can be interpreted that 12% of respondents paid less than Rs 1000, 32% of
them paid between Rs 1000 and 3000, 48% paid between Rs 3000 and 5000 and 8%
paid more than Rs 5000 for their product. Therefore most of them paid between Rs
3000 and Rs 5000.

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TABLE 5.7

RATE OF OVERALL VALUE OF THE PRODUCT

Particulars No. of respondents Percentage

Excellent 10 20

Very Good 16 32

Good 18 36

Average 6 12

Not satisfactory 0 0

31
CHART 5.7

Rate of value of product

Not Satisfactory 0

Average 12

Good 36

Very good 32

Excellent 20

0 5 10 15 20 25 30 35 40

Rate of value of product

INTERPRETATION

From the above diagram, it can be observed that 36% have rated the product value
Good, 20% rated as excellent, 32% rated as Very good, 12% rated it as Average
and no one rated as Not Satisfactory. Therefore, most of them are happy with the
product.

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TABLE 5.8

SATISFACTION LEVEL RELATED TO QUALITY OF PRODUCT

Particulars No. of respondents Percentage

Very Satisfied 18 36

Satisfied 20 40

Somewhat Satisfied 12 24

Not satisfied 0 0

33
CHART 5.8

Satisfaction level related to quality

Satisfaction level related to quality

45
40
40
36
35

30

24
25

20

15

10

5
0
0
Very satisfied Satisfied Somewhat satisfied Not Satisfied

INTERPRETATION

From above diagram, it can be analyzed that 36% respondents are very satisfied
with the quality of product, 40% are satisfied with the quality, 24% of them are
somewhat satisfied and none of them are unsatisfied. Therefore most of them are
satisfied with the quality of the product.

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TABLE 5.9

USAGE PERIOD OF THE PRODUCT

Particulars No. of respondents Percentage

Less than a month 0 0

Less than 6 months 18 36

1 or 2 years 24 48

2 years 8 16

35
CHART 5.9

Usage period of the product

0

16

36

48

Less than a month Less than 6 months 1 or 2 years 2 years

INTERPRETATION

Here, it can be observed that 48% respondents have been using the textiles for 1 or
2 years, 36% have been using for less than 6 months and 16% have used it for 2
years. Therefore we can see that the product has a good usage period.

36
TABLE 5.10

RATING OF THE PRODUCT IN COMPARISON TO OTHER

COMPANY’S PRODUCT

Particulars No. of respondents Percentage

Excellent 6 12

Very Good 28 56

Satisfactory 16 32

Not satisfactory 0 0

37
CHART 5.10

Rating of product in comparison to other company product

Not satisfactory 0

Satisfactory 32

Very good 56

Excellent 12

0 10 20 30 40 50 60

Rating of product in comparison to other company product

INTERPRETATION

From above diagram, it can be interpreted that 12% have rated the product excellent
in comparison to competitor’s product, 56% have rated as very good and 32% rated
as satisfactory. Therefore we see that the product is Very good compared to other
company’s product.

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TABLE 5.11

PURCHASE PREFERANCE FROM OTHER BRANCHES

Particulars No. of respondents Percentage

Yes 36 72

No 2 4

May be 8 16

Don’t know 4 8

39
CHART 5.11

Purchase preferance from other branches

80
72
70

60

50

40

30

20 16

8
10 4

0
Yes No May be Don't know

Purchase preferance from other branches

INTERPRETATION

From the above chart, it can be analyzed that 72% respondents are willing to
purchase from other branches, 4% are not willing, 16% of them may or may not
purchase and 8% of them do not know. Hence most of them are willing to purchase
from other branches.

40
TABLE 5.12

SATISFACTION LEVEL OF EXCHANGE SERVICES

Particulars No. of respondents Percentage

Yes 48 96

No 2 4

41
CHART 5.12

Satisfaction level of exchange services

120

100 96

80

60

40

20

4
0
Yes No

Satisfaction level of exchange services

INTERPRETATION

From the above diagram it can be observed that 96% of respondents are satisfied
and 4% are not satisfied with the exchange services. It means most of them are
satisfied.

42
TABLE 5.13

KNOWLEDGE ABOUT THE SHOP

Particulars No. of respondents Percentage

Advertisement 14 28

Recommendations from 24 48
colleagues

From friends, relatives 12 24

43
CHART 5.13

Knowledge about the shop

24%
28%
Advertisement
Recommendations from colleagues
From friends, relatives

48%

INTERPRETATIONS

48% of respondents know about Lulu Sarees through colleagues while 28% came
to know through Advertisements and 24% through Friends and relatives.

Hence most of them knew about the shop through colleagues.

44
TABLE 5.14

PRODUCT IN RELATION TO THE EXPECTATION LEVEL OF

RESPONDENTS

Particulars No. of respondents Percentage

Yes 40 80

No 0 0

Somewhat 10 20

45
CHHART 5.14

Product In relation to expectation level of respondents

Somewhat 20

No 0

Yes 80

0 10 20 30 40 50 60 70 80 90

Product In relation to expectation level of respondents

INTERPRETATION

80% of respondents said that the product has reached to their expectation while 20%
said that it has somewhat reached their expectation.

46
TABLE 5.15

AVAILING OFFERS AND DISCOUNTS FOR PRODUCTS

Particulars No. of respondents Percentage

Yes 42 84

No 2 4

May be 6 12

47
CHART 5.15

Availing offers and discounts

12

84

Yes No May be

INTERPRETATION

From above it can be analyzed that 84% of them are interested in availing offer
and discounts, 4% of them do not need them and 12% may avail offers or
discounts. Hence most of them are interested in availing offers and discounts.

48
TABLE 5.16

PRICE PAID IN RELATION TO THE QUALITY OF THE

PRODUCT

Particulars No. of respondents Percentage

Yes 50 100

No 0 0

49
CHART 5.16

Price paid in relation to quality of product

120

100
100

80

60

40

20

0
0
Yes No

Price paid in relation to quality of product

INTERPRETATION

Here,it can be observed that 100% or all of them are happy with the price paid and
the quality of product received.

50
TABLE 5.17

RATING OF THE OVERALL SHOPPING EXPERIENCE

Particulars No. of respondents Percentage

Excellent 4 8

Very good 28 56

Satisfactory 18 36

Not Satisfactory 0 0

51
CHART 5.17

Rating of overall shopping experience

Not Satisfactory 0

Satisfactory 36

Very good 56

Excellent 8

0 10 20 30 40 50 60

Rating of overall shopping experience

INTERPRETATION

56% have rated the shopping experience as very good while 36% and 8% rated as
Satisfactory and excellent respectively. Hence the shopping experience was Very
good for most of them.

52
TABLE 5.18

RECOMMENDATIONS TO OTHERS

Particulars No. of respondents Percentage

Yes 46 92

No 0 0

May be 2 4

Don’t know 2 4

53
CHART 5.18

Recommendations to others
100
92
90

80

70

60

50

40

30

20

10 4 4
0
0
Yes No May be Don't know

Recommendations to others

INTERPRETATION

From above it can be observed that 92% are willing to recommend this shop to
others, 4% may recommend and 4% do not know. So most of them are willing to
recommend.

54
 FINDINGS
1. The textile industry has rapidly grown over the previous year.

2. Lulu has been an established brand for the past few years. It enjoys good
name in the market.

3. The main marketing strategy of Lulu Sarees & Textiles is providing good
quality products and thereby retaining the existing customers.

4. Advertisements of Lulu Saree & Textiles is in the form of hoardings rather

than media advertising.

5. Locational advantage is another main feature of Lulu Sarees throughout

Kerala.

6. Many customers have purchased the textiles from Lulu Sarees, Kannur for
personal reasons.

7. The price and the value of the textile product offered have satisfied the
customers.

8. The textiles are of good quality and the usage period is also satisfactory.

9. Recommendations from colleagues and word of mouth have played a major

role in attracting new customers and retaining the previous ones.

10. Customers are satisfied with the price, quality, offers and discounts of the
product they purchased.

55
 SUGGESTIONS

1. More of Advertisements and promotion strategies if included can increase

sales.

2. The prices of textiles can be reduced at the time of festivals and occasions
to attract more no. of customers.

3. Offers and discounts for expensive textiles can make customers more
satisfied.

4. Since most of the customers are happy with the quality of the products, it’s
better to maintain the quality with utmost care.

5. More exchange options need to be made available.

6. More variety of Ladies and Kids wear according to recent fashion trends if
made available will attract customers as most of them purchase from these
sections.

7. Proper communication of offers and discounts should be made.

8. The billing process should be simplified by having more no. of counters for
this purpose. This will help purchase transactions easier and convenient.

9. The staffs should maintain the warmth to customers.

10. Additional gifts and compliments should be given to regular customers.

56
 CONCLUSIONS

This project was undertaken to study customer satisfaction at Lulu Sarees, Kannur.
The survey was conducted on the customers who visited Lulu Sarees and Textiles
in the period of 21 days by questionnaire and face-to-face interview.
The customers have purchased from different sections of the shop for different
purposes. There are regular customers as well as not very frequent customers.
The customers are quite satisfied with the quality and price of the products and
services provided by the shop. However, few of them have suggested that more
no. of offers and discounts should be provided.
The staffs have influenced the buying behavior and the satisfaction of the
customers by creating a positive image and being at service whenever necessary.
Customers have recommended to have more no. of billing counters as they say
their time is wasted more than what is required at the counters.
Therefore, it can be concluded that the customers are happy with their buying
decisions and Lulu Sarees, Kannur has got a good reputation and image in the
mind of customers which is a big asset to the company.

57
 BIBLIOGRAPHY

BOOKS:-

1. Philip Kotler and Kevin Lane Keller, Marketing Management, 15th edition,
2015

2. Sheldon D. Goldstein , Superior Customer Satisfaction and Loyalty

3. Subramaniam Senthilkannan Muthu, Sustainability in the Textile Industry,

2016

WEBSITES:-

1. http://study.com

2. www.wikipedia.com

3. www.linkedin.com

4. www.researchgate.net

58
 ANNEXURE
Customer Satisfaction at Lulu Sarees
I am the student of Chinmaya Arts and Science College, Department of Commerce and
Management Studies, presently doing a project on ‘Customer Satisfaction at Lulu Sarees’.
I request you to kindly fill the questionnaire below and I assure you that the data generated
shall be kept confidential.

Name:

Gender:

1) Which textile product have you purchased recently?

 Ladies wear
 Kids wear
 Men’s wear
 Any of the above

2) What was the reason to purchase the product?

 Personal – Travel, Occasions etc.

 Business
 Gift

3) From where do you frequently purchase the product?

 Lulu Sarees, Kannur

 Lulu Sarees, Thalassery
59
4) How many times have you purchased from this location?

 Less than twice

 Less than 5 times
 More than 5 times

5) Would you purchase another product from other sections later?

 Yes
 No
 May be
 Don’t know

6) How much did you pay for the product?

 Less than 1000

 Between 1000 and 3000
 Between 3000 and 5000
 More than 5000

7) How would you rate the overall value of the product?

 Excellent
 Very good
 Good
 Average
60
  Not satisfactory

8) How satisfied are you with the quality of the textile?

 Very satisfied
 Satisfied
 Somewhat Satisfied
 Not Satisfied

9) How long have you been using the products purchased?

 Less than a month

 Less than 6 months
 1 or 2 years
 2 years

10) Compared to other companies’ textiles, how would you rate this product?

 Excellent
 Very good
 Satisfactory
 Not satisfactory

11) Will you purchase dresses again from the other branch?

 Yes
61
  No
 May be
 Don’t know

12) Are you satisfied with the exchange services?

 Yes
 No

13) How did you come to know about this shop?

 Advertisement
 Recommendations from colleagues
 From friends, relatives

14) Did the product reach your expectations?

 Yes
 No
 Somewhat

15) Would you like to avail offers and discount for the textiles?

 Yes
 No
 May be
62
16) Do you think the quality of the product is worth the price you paid?

 Yes
 No

17) How was your overall shopping experience?

 Excellent
 Very good
 Satisfactory
 Not satisfactory

18) Will you recommend this shop to your friends?

 Yes
 No
 May be
 Don’t know

63