DATA ANALSIS AND INTERPRETATION

Monthly income level

MONTHLY FREQUENCY PERCENTAGE CUMULATIVE

INCOME PERCENTAGE
Below Rs 10000 29 29 29
Rs 10000- Rs 20000 26 26 55
Rs 20000- Rs 30000 20 20 75
Above Rs 30000 25 25 100
Total 100 100

Monthly income
35%

30%

25%

20%

15%

10%

5%

0%
Below Rs 10000 Rs 10000- Rs 20000 Rs 20000- Rs 30000 Above Rs 30000

Interpretation

From the above table and graph it can be seen that

 29% respondent’s incomes are below Rs 10000.

 26% respondent’s incomes are between Rs 10000 to Rs 20000.
 20%respondent’s incomes are between Rs 20000 to Rs 30000.
 25%respondent’s incomes are above 30000.
Educational qualification

PARTICULARS FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE
Under graduate 30 30 30
Graduate 47 47 77
Post Graduate 23 23 100
Total 100 100

Education qualification

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Under graduate Graduate Post Graduate

Interpretation

From the above table and graph it can be seen that

 30%repondents are under graduate.

 47% respondents are Graduate.
 23%respondents are post graduate.
1) How frequently do you visit Brand Factory?

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE
Twice in a week 1 1 1
Once in a week 13 13 14
During special offers 31 31 45
Whenever the need arises 55 55 100
Total 100 100

How frequently do you visit Brand

Factory.
1%

13%

Twice in a week
Once in a week
During special offers
55% 31%
Whenever the need arises

Interpretation

This is aimed at understanding how frequently customer visit the store and buy the products. The
highest responses have been attributed to whenever the need arises that is 55%. This shows that
more customer visit store whenever they are in the need of products. 31% of customers visit
during special offers, 13% of them once in a week and only 1% twice a week. Customers who
visit once or twice in a week can be presumed to have high disposal income and may buy more
products.
2) Are you happy with the location of Brand Factory?

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE
Yes 93 93 93
No 7 7 100
Total 100 100

Are you happy with the location of Brand

Factory.

7%

Yes
No

93%

Interpretation

Here we can see that 93% respondents are happy with the location of Brand Factory, Hubli and
only 7% are not happy with its location. From this data we come to know that Brand Factory,
Hubli is situated at most preferred place.
3) Staff greeted you and offered to help you.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE
Excellent 28 28 28
Good 54 54 82
Average 14 14 96
Fair 4 4 100
Poor 0 0 100
Total 100 100

Staff greeted you and offered to help you.

60%

50%

40%

30%

20%

10%

0%
Excellent Good Average Fair Poor

Interpretation

Here we can see that 28% respondents gave excellent rating, 54% gave good rating, 14% gave
average rating, 4% gave fair rating and 0% gave poor rating. By this data we can understand that
most customers experienced staff greeting them and where willing to help them. We can see that
excellent rating is less when compared to good rating, so there is a need for further improvement
in future. 0% customers gave poor rating this is good sign for the company.
4) Staff was available in a timely manner.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE
Excellent 29 29 29
Good 44 44 73
Average 18 18 91
Fair 7 7 98
Poor 2 2 100
Total 100 100

Staff was available in a timely manner.

2%
7%
29%
18%
Excellent
Good
Average
Fair

44% Poor

Interpretation

In the respondents of 100 customers 29 respondents gave excellent rating, 44 gave good rating,
18 gave average rating, 7 gave fair rating and 2 gave poor rating. By this we come to know that
many customers felt that staff was available in timely manner. But this can be further improved
when we see that less people gave excellent rating when compared to good rating. Here we can
also see that few customers gave fair and poor rating this shows that those customers were not
satisfied.
5) Staff answered your questions.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE
Excellent 31 31 31
Good 51 51 82
Average 9 9 91
Fair 6 6 97
Poor 3 3 100
Total 100 100

Staff answered your questions.

3%
6%

9%
31% Excellent
Good
Average
Fair
Poor

51%

Interpretation

From the above analysis we can see that 31% respondents gave excellent rating, 51% gave good
rating, 9% gave average rating, 6% gave fair rating and 3% gave poor rating.

From this we come to know that many customers felt that the staff correctly answered their
questions. Some people gave fair and poor rating this shows that they were not happy with the
answers of the staff.
6) Staff showed knowledge of the products.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE
Excellent 27 27 27
Good 44 44 71
Average 19 19 90
Fair 6 6 96
Poor 4 4 100
Total 100 100

Staff showed knowledge of the

products.
50
45
40
35
30
25
20
15
10
5
0
Excellent Good Average Fair Poor

Interpretation

Here we can see that 27% respondents gave excellent rating, 44% gave good rating, 19% gave
average rating, 6% gave fair rating and 4% gave poor rating. Here we can see that many
customers felt that staff showed the knowledge of various products available in Brand Factory.
Some customers gave average rating they were not fully satisfied with the staff knowledge of the
products. Some customers gave fair and poor rating they were completely not satisfied with the
staff knowledge about the products.
7) Staff was courteous throughout.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE
Excellent 31 31 31
Good 44 44 75
Average 18 18 93
Fair 6 6 99
Poor 1 1 100
Total 100 100

Staff was courteous throughout.

1%
6%
18% 31%
Excellent
Good
Average
Fair
44%
Poor

Interpretation

From the above analysis we come to know that respondents gave 44% good rating, 31%
excellent rating, 18% average rating, 6% fair rating and 1% poor rating. Many customers felt that
staff was kind in their dealing with customers. But we can see that some customers felt that the
staff was not kind in their dealings with customers. In the future the company must try to
increase the rating from good to excellent by adopting various measures.
8) Overall, how would you rate customer service of Brand Factory?

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE
Excellent 35 35 35
Good 34 34 69
Average 16 16 85
Fair 13 13 98
Poor 2 2 100
Total 100 100

percentage
40%
35%
30%
25%
20%
15%
10%
5%
0%
Excellent Good Average Fair Poor

Interpretation

Here we can see that many respondents are happy with the overall service of Brand Factory. 35%
respondents gave excellent rating, 34% gave good rating, 16% gave average rating, 13% gave
fair rating and 2% gave poor rating.

Majority of respondents gave excellent rating this shows they are full satisfied with the overall
service of Brand Factory. Some respondents gave good and average rating. The company must
try to adopt various measures so that these respondents can give excellent rating. Very few
respondents gave fair and poor rating this shows they were completely not satisfied with the
overall service of Brand Factory.

The company must adopt various measures so that the fair and poor rating can be completely
eliminated.
9) Your complaints are constructively handled.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE
Strongly agree 45 45 45
Agree 35 35 80
Neither agree/Neither 12 12 92
disagree
Disagree 5 5 97
Strongly disagree 3 3 100
Total 100 100

Your complaints are constructively

handled.
Strongly agree
5% 3%
12% Agree

45% Neither agree/Neither

disagree
Disagree
35%
Strongly disagree

Interpretation

Here we can see that 45% respondents gave strongly agree rating, 35% gave agree rating, 12%
gave neither agree/neither disagree rating, 5% gave disagree rating and 3% gave strongly
disagree rating. By this data we can understand that many customers’ complaints are
constructively handled. We can also see that some percentage customers feel that their
complaints are not properly handled by the company.
10) Staff communicate in a language that you understand.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE
Strongly agree 45 45 45
Agree 42 42 87
Neither agree/Neither 5 5 92
disagree
Disagree 3 3 95
Strongly disagree 5 5 100
Total 100 100

Staff communicate in a language that

you understand.
Strongly disagree 5%

Disagree 3%

Neither agree/Neither disagree 5%

Agree 42%

Strongly agree 45%

0% 10% 20% 30% 40% 50%

Interpretation

By this data we can understand that majority of respondents feel that the staff communicated in a
language that they understand. This shows that the staff gave details about the products in the
language that is understood by the customers. Here we can also see that some customers were
not happy with the staff as they did not respond in the language understood by the customers.
The staff must try to learn more languages, so that they can respond in the language understood
by the customers. Here 45% respondents gave excellent rating, 42% gave good rating, 5% gave
neither agree/neither disagree rating, 3% gave disagree rating, 5% strongly disagree rating.
11) Staff delivers the appropriate service as promised.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE
Strongly agree 36 36 36
Agree 44 44 44
Neither agree/Neither 13 13 93
disagree
Disagree 6 6 99
Strongly disagree 1 1 100
Total 100 100

Staff delivers the appropriate service as

promised.
1% Strongly agree

6%
Agree
13%
36%
Neither agree/Neither
disagree

Disagree

44%
Strongly disagree

Interpretation

From the above analysis we come to know that 36% respondents gave strongly agree rating, 44%
gave agree rating, 13% gave neither agree/neither disagree rating, 6% gave disagree rating and
1% gave strongly disagree rating.

Here majority of customers gave agree rating, so the company must try to further raise the
service quality so that majority of customers can give excellent rating. The company must try to
completely eliminate disagree and strongly disagree rating in the future.
12) The behavior of staff makes you can trust them and have confidence in them.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE
Strongly agree 39 39 39
Agree 41 41 80
Neither agree/Neither 15 15 95
disagree
Disagree 5 5 100
Strongly disagree 0 0 100
Total 100 100

The behavior of staff makes you can trust

them and have confidence in them.
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Strongly agree Agree Neither Disagree Strongly disagree
agree/Neither
disagree

Interpretation

In the above data we can see that 39% respondents gave strongly agree rating, 41% agree rating,
15% neither agree/neither disagree rating, 5% disagree rating and 0% strongly disagree rating.

This is very important factor which plays major role in increasing sales. If the customers trust the
staff it will increase the sales. Here 0% customers gave strongly disagree rating, this is a good
sign for the company.
13) The store layout makes it easy for customers to find what they need.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE
Strongly agree 41 41 41
Agree 32 32 73
Neither agree/Neither 13 13 86
disagree
Disagree 9 9 95
Strongly disagree 5 5 100
Total 100 100

The store layout makes it easy for

customers to find what they need.

5% Strongly agree
9%
Agree
13% 41%
Neither agree/Neither
disagree
Disagree

Strongly disagree
32%

Interpretation

Here 41% respondents gave strongly agree rating, 32% gave agree rating, 13% gave neither
agree/neither disagree rating, 9% gave disagree rating and 5% gave strongly disagree rating.

The above analysis shows that majority of customers are happy with the layout of the Brand
Factory, Hubli. Only few customers are not happy with the layout.
14) The store layout makes it easy for customers to move around the store.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE
Strongly agree 46 46 46
Agree 35 35 81
Neither agree/Neither 8 8 89
disagree
Disagree 8 8 97
Strongly disagree 3 3 100
Total 100 100

The store layout makes it easy for customers to

move around the store.

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Strongly agree Agree Neither Disagree Strongly
agree/Neither disagree
disagree

Interpretation

Here 46% respondents gave strongly agree rating, 35%gave good rating, 8% gave neither
agree/neither disagree rating, 8% gave disagree rating and 3% gave strongly disagree rating.

We can see that majority of customers feel that store layout makes it easy for them to move
around the store. So this is a plus point to the store that the customers are happy with the store
layout.
15) Brand Factory provides plenty of convenient parking for customers.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE
Strongly agree 45 45 45
Agree 34 34 79
Neither agree/Neither 11 11 90
disagree
Disagree 6 6 96
Strongly disagree 4 4 100
Total 100 100

Brand Factory provides plenty of convenient

parking for customers.

Strongly disagree

Disagree

Neither agree/Neither disagree

Agree

Strongly agree

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Interpretation

Here we can see that many customers are happy with the parking facilities provided by the Brand
Factory, Hubli. This shows that customers are given plenty of places for parking their vehicles.
Although we can see few customers are not happy with the parking facilities.

We can see that 45% respondents gave strongly agree rating, 34% gave agree rating, 11% gave
neither agree/neither disagree rating, 6% gave disagree rating and 4% gave strongly disagree
rating.
16) Brand Factory accepts most major credit cards.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE
Strongly agree 58 58 58
Agree 36 36 94
Neither agree/Neither 3 3 97
disagree
Disagree 2 2 99
Strongly disagree 1 1 100
Total 100 100

Brand Factory accepts most major credit

cards.

3% 2% 1%

Strongly agree
36%
Agree
58%
Neither agree/Neither disagree
Disagree
Strongly disagree

Interpretation

From the above analysis we can see that majority of customers feel that Brand Factory accepts
most major credit cards. Customers nowadays like to use credit cards for their shopping, so this
factor plays very important role.

Here we can see that 58% respondents gave strongly agree rating, 36% gave agree rating, 3%
gave neither agree/neither disagree rating, 2% gave disagree rating and 1% gave strongly
disagree rating.
Findings of the report
 Brand Factory is famous retail store chain in India. It has built very emotional and cordial
relationship with its customers.
 They are also intending to build long term relationship with all its stakeholders which are
very essential for successful business venture.
 Cleanliness of the trail room is the major concern for the Brand Factory.
 Store layout should also be developed in an efficient manner so that all customers are
satisfied.
 According to the research I found that many customers are attracted towards offers and
schemes. So Brand Factory should employ those people who are well trained to provide
information to the customers about new offers and schemes.
 Customers prefer malls to shop because they get variety of products and brands. They
also think that malls are economical when compared to other places. Brand Factory is
providing variety of products and brands in discount rates. So many customers are
satisfied with the Brand factory.
 Brand Factory provides discounts on products throughout the year.
 We can also see that location, variety and economical products are not the only things
which attract the customers but good customer service is also one of the crucial factors
that attract customers.
 Sometimes there is long queue in billing centre due to server problem, this makes
customers annoyed.

Recommendations
 Advertising is the basic and most prominent tool to increase the awareness of products.
So Brand Factory should use this tool to increase their share in the market. It should
focus on digital marketing as this is new trend and more people are active in social media
these days. Many people have no idea about various offers of Brand Factory. So the
company must give special attention towards advertising the various offers.
 Many customers were unhappy with the cleanliness of trail room. So the management
must try to improve the cleanliness of the trail room, so that customers are satisfied with
it.
 Retail business is successful only when they have good customer service. So the Brand
Factory must try to increase the quality of customer service, so that all customers are
satisfied.
 All the computers in the billing centre should be used, so that customers need not to wait
in long queue. Some computers are kept idle in the billing centre this should be avoided.
 We can see that many customers are attracted towards offers. So the company must try to
introduce new offers so that more people are attracted towards store.
  Proper training should be provided to the staff so that they can deal with the customers
efficiently.
 The company must provide various offers to its loyal customers. This makes those
customers feel happy.
 The complaints of the customers must be constructively handled.
 The company can give various offers only for the new customers. This makes those
customers happy and encourages them to visit the store again.
 Daily same songs must not be played in the store as the regular customers may feel
bored.

Conclusion