A study on

“CUSTOMER SATISFCTION AT SHEFI GARMENTS &

TEXTILES, PALAKKAD”
In partial fulfillment of the requirements for the award of

Honours Degree of

5 YEARS INTEGRATED B.B.A., LL.B. (2017-2022 Admission)

Undertaken by

NAVASREE A M

(Reg. No. LKARLBA049)

Under the guidance of

Mr. VIMAL KUMAR V.K.

Management Faculty

GOVERNMENT LAW COLLEGE

Kozhikode - 12

2021-2022
This is to certify that Ms. NAVASREE A M (Reg. No. LKARLBA049) is an 8th semester
student of 5 year B.B.A., LL.B.(Hons) Degree Course (2017-2022) Admission. The
Management Project titled “CUSTOMER SATISFACTION AT SHEFI GARMENTS AND
TEXTILES, PALAKKD” has been prepared by her in accordance with the syllabus and
regulations prescribed by the University of Calicut.

PRINCIPAL

Date:

Place:
 CERTIFICATE

GOVERNMENT LAW COLLEGE, KOZHIKODE

September 2021

This is to certify that the Management Project titled “CUSTOMER SATISFACTION AT

SHEFI GARMENTS AND TEXTILES, PALAKKD” has been prepared by her in accordance
with the syllabus and regulations prescribed by the University of Calicut by Ms. NAVASREE
A M (Reg. No. LKARLBA049) of 5 Year B.B.A.,LL.B.(Hons) during the year 2021.

Mr. VIMAL KUMR V.K.

(Project Guide)

Date:

Place:
 DECLARATION

I, NAVASREE A M, 8th semester B.B.A., LL.B.(Hons) student, Government Law

College, Kozhikode, hereby declare that the project titled “CUSTOMER SATISFACTION AT
SHEFI GARMENTS & TEXTILES, PALAKKD” in partial fulfilment of the requirements for the
award of Honors Degree of 5 Year Integrated B.B.A., LL.B. (2017-2022) of the University of
Calicut is an authentic and original work done by me under the guidance of Mr. VIMAL
KUMAR V.K., Government Law College, Kozhikode and it has not formed the basis for the
award of any degree, diploma or similar title to any candidate in any university.

Date:

Place:

NAVASREE A M

8th Semester B.B.A., LL.B.(Hons)

GLCK
 ACKNOWLEDGMENT

First and foremost, praises and thanks to God, the ALMIGHTY, for his showers and blessings
to complete my project “CUSTOMER SATISFACTION AT SHEFI GARMENTS & TEXTILES,
PALAKKD” successfully and present it to the world.

With great pleasure, I extend my sincere gratitude to my project guide Mr. Vimal sir , for the
extensive and valuable guidance throughout this project without showing any grudges. I would
also thank him for instantly helping for my project and extremely grateful to get a guide like
him.

I express my gratitude to Mr. RAFEEK, Managing Director, Palakkad, for providing me

valuable knowledge and opportunity to carry out my project in his organization.

I thank Dr. C.V. KUMARAN, Principal, Government Law College, Kozhikode, for his
valuable support and motivation.

I am indebted to all my lecturers of Government Law College, Kozhikode for their sincere help
and motivation.

I am thankful to all the people from whom I collected information for the project like staffs of
the Preethi silks and all the customers who co-operate with me patiently for my project.

I express my sincere gratitude to my PARENTS for their inspiration and blessings to complete
the project successfully.

I express my sincere thanks to my friends and classmates for their great support, cooperation
and encouragement.

NAVASREE A M
 CONTENTS

SL.NO. CONTENTS PAGE

NO
1. CHAPTER 1

2. INTRODUCTION 1-5
3. ABUOT THE ENVIRONMENT OF THE STUDY 2
4. STATEMENT OF PROBLEM 3
5. NEED FOR THE STUDY 3
6. OBJECTIVES OF THE STUDY 3
7. SCOPE OF THE STUDY & SOURCES OF INFORMATION 4-5
8. LIMITATIONS OF THE STUDY 5
9. CHAPTER 2

10. INDUSTRIAL PROFILE 6-10

11. CHAPTER 3

12. COMPANY PROFILE 11-13

13. CHAPTER 4

14. REVIEW OF LITERATURE 14-18

15. THEORETICAL FRAMEWORK 19-27

16. CHAPTER 5

17. RESEARCH METHODOLOGY 28-31

18. CHAPTER 6

19. DATA ANALYSIS AN INTEPRETATION 32-47

20. CHAPTER 7

21. FINDINGS & SUGGESTIONS 48-51

22. CHAPTER 8

23. CONCLUSION 52-53

24. BIBILIOGRAPHY 54-55

25. ANEXURE 56-59

 LIST OF TABLES

Table Title Page

No. No.
4.1. Gender wise classification of respondents 33

4.2. Age wise classification of respondents 34

4.3. Likeness to shop classification of respondents 35

4.4. Problems faced by the respondents in the shop 36

4.5. Things consider while buying clothes 37

4.6. Budget keeping for buying clothes 38

4.7. Online shopping or Offline shopping 39

4.8. Knowledge about the shop 40

4.9. SHEFI have highest collection of 41

4.10 Family shopping or Individual shopping 42

4.11. Fabrics preferred by the respondents 43

4.12. Best things found in the respondents’ point of view 44

4.13. Satisfaction level of the respondents 45

4.14 Rating of the cleanliness of the shop by the respondents 46

4.15 Customer Relation of the shop 47

 LIST OF FIGURES

Table Title Page

No. No.
4.1. Gender wise classification of respondents 33

4.2. Age wise classification of respondents 34

4.3. Likeness to shop classification of respondents 35

4.4. Problems faced by the respondents in the shop 36

4.5. Things consider while buying clothes 37

4.6. Budget keeping for buying clothes 38

4.7. Online shopping or Offline shopping 39

4.8. Knowledge about the shop 40

4.9. SHEFI have highest collection of 41

4.10 Family shopping or Individual shopping 42

4.11. Fabrics preferred by the respondents 43

4.12. Best things found in the respondents’ point of view 44

4.13. Satisfaction level of the respondents 45

4.14 Rating of the cleanliness of the shop by the respondents 46

4.15 Customer Relation of the shop 47

 CHAPTER 1

INTRODUCTION

1
ABOUT THE ENVIRONMENT OF THE STUDY

“A customer is the most important visitor on our premises. He is nor dependent on us.
we are dependent on him. He is not an interruption in our work. He is the purpose of it. He is
not an outsider in our business. He is part of it. we are not doing him a favor by serving him.
He is doing a favor but giving us opportunity to do so.” – Mahatma Gandhi

Customers are the individuals and businesses that purchase goods and services from
another business. Businesses frequently study their customers' profiles to fine-tune their
marketing approaches and tailor their inventory to attract the most customers.

Customers are often grouped according to their demographics, such as age, race,
gender, ethnicity, income level, and geographic location, which all may help businesses
cultivate a snapshot of the "ideal customer" or "customer persona." This information helps
companies deepen existing customer relationships and reach untapped consumer populations
to increase traffic.

The terms customer and consumer are nearly synonymous and are often used
interchangeably. However, there exists a slight difference. Consumers are defined as
individuals or businesses that consume or use goods and services. Customers are the
purchasers within the economy that buy goods and services, and they can exist as consumers
or alone as customers.

To stand in the market, customer satisfaction is the most important factor. Customers
are the backbone of the businesses. They should be satisfied with the price, quality, quantity,
utility and service of the product and the company. The survival of a business depends on the
customers and that may achieve through satisfying the customers by those factors.

If you or your firm has successfully sold to the customer in the past and the transaction made
the customer happy, you can use that history to grease the wheels for the next sale. If they've
had problems with you (or your firm), you'll need to do damage control before even thinking
of selling to them.

2
STATEMENT OF PROBLEM

• The quality, price, service, collections … etc. matters for the customers. Even a single
employee’s behaviour may affect the customer satisfaction. The customers need high
quality products for cheap prices.
• The impact of online shopping affected the offline shopping in a negative way. In order
to attract and satisfy the customers, the business people had to use some other
marketing tricks to improve their offline sales.

NEED OF THE STUDY

Customers are the King for every business irrespective of industry. It doesn’t matter that
whether the particular business related to fashion or cosmetics or food…etc, but in all cases
customers are very important. Also, to know the tastes and preferences of the customers are
very important in the textile industry. The fashion and the trends are changing day by day. They
expect the latest trend dresses in the textile shop. It is very important to know which fabric they
use or which colour they prefer. His will helps the owner to improve the collections and get a
good profit. The suggestions of the customers are very important and each and every
businessman or business have to include that words wherever is possible.

OBJECTIVES OF THE SYUDY

PRIMARY OBJECTIVE

• To evaluate the customer satisfaction of the customers in SHEFI TEXTILES AND

GARMENTS

SECONDARY OBJECTIVE

• To study various factors influencing the customer satisfaction.

• To identify the problems faced by the customers in the offline shopping.
• To know how online shopping benefited in their daily life.
• To give some suggestions to improve the goods and services of the organization.

3
SCOPE OF THE STUDY

Customer satisfaction is defined as a measurement that determines how happy customers are
with a company’s products, services, and capabilities. Customer satisfaction information,
including surveys and ratings, can help a company determine how to best improve or changes
its products and services. An organization’s main focus must be to satisfy its customers. This
applies to industrial firms, retail and wholesale businesses, government bodies, service
companies, non-profit organizations, and every subgroup within an organization.

The project on “Customer satisfaction of products and services at SHEFI GARMENTS

& TEXTILES is mainly conducted to identify the customer satisfaction level of the customers
who are coming to purchase from the organisation. The study enables to find out the problems
faced by the customers related to quality, price and services of the goods in a textile shop. Also,
as online shopping is on trend now, this study helps to find out whether the offline shopping is
good for the customers and their interest on online shopping.

SOURCES OF INFORMATION

The sources of information for this project is based on two types of data. There two
types of data in research studies are: Primary data and Secondary data. Primary data is the
first-hand data collected by the study by recruiting participants while secondary data is based
on the results and findings of researches conducted by other people. Secondary data is
typically collected by summarizing existing literature in the form of academic books,
academic research articles, newspapers, industry reports, etc. There are several methods of
primary data and are chosen on the basis of research design. For qualitative data, there are
interviews, focus groups, etc. and for quantitative data there are survey questionnaires,
observations. etc... This study is based on both primary and secondary data collection. For
secondary data, this study consulted academic books, research articles published in academic
journals, industry reports, particularly reports published by Tesco and news articles. The
results and findings of secondary research are presented in chapter 2 in the form of literature
review. This study also collected primary data. This study is based on quantitative research
design. The research methods used for collection of primary and secondary data are explained
below:

4
 • Questionnaire Survey: Quantitative Data
One of the most popular and commonly used quantitative research instruments in
research community is questionnaire survey. This method has several advantages over
other quantitative data collection methods, such as observations. Firstly, questionnaire
enables a researcher to gather large amount of data in relatively less time. Furthermore,
questionnaire surveys are relatively more cost efficient as compared to others.
Choosing questionnaire also addressed cost and budget limitations in this study. The
survey questionnaire comprised of close-ended questions designed on a different scale
according to the question.

LIMITATIONS OF THE STUDY

• Lack of adequate time to study.

• Lack of accurate information from the respondent.

• Most of the customers are not willing to answer the questionnaire.

• As it was corona time, the purchasers very less to the shop which lead to small
samples for data collection.

5
 CHAPTER 2

INDUSTRIAL PROFILE

6
THE INDUSTRY IN WORLD

The textile industry is not new to the world. Clothing is very important part of the human life.
To hide the nudity and to protect from the sever climatic conditions people use clothes to wear.
Initially, the human being used leaves to wear and then they shifted to animal skin and tree
skin. Slowly, people started to use fabrics. There are some indications that weaving was already
known in the Palaeolithic. An indistinct textile impression has been found at Pavlov,
Moravia. Neolithic textiles were found in pile dwellings excavations in Switzerland and at El
Fayum, Egypt at a site which dates to about 5000 BC.

In Roman times, wool, linen and leather clothed the European population, and silk, imported
along the Silk Route from China, was an extravagant luxury. The use of flax fiber in the
manufacturing of cloth in Northern Europe dates back to Neolithic times.

During the late medieval period, cotton began to be imported into Northern Europe. Without
any knowledge of what it came from, other than that it was a plant, noting its similarities to
wool, people in the region could only imagine that cotton must be produced by plant-borne
sheep. John Mandeville, writing in 1350, stated as fact the now-preposterous belief: "There
grew in India a wonderful tree which bore tiny lambs on the edges of its branches. These
branches were so pliable that they bent down to allow the lambs to feed when they are hungry."
This aspect is retained in the name for cotton in many European languages, such
as German Baumwolle, which translates as "tree wool". By the end of the 16th century, cotton
was cultivated throughout the warmer regions of Asia and the Americas.

The main steps in the production of cloth are producing the fibre, preparing it, converting it to
yarn, converting yarn to cloth, and then finishing the cloth. The cloth is then taken to the
manufacturer of garments. The preparation of the fibres differs the most, depending on the fibre
used. Flax requires retting and dressing, while wool requires carding and washing.
The spinning and weaving processes are very similar between fibers, however.

Spinning evolved from twisting the fibers by hand, to using a drop spindle, to using a spinning
wheel. Spindles or parts of them have been found in archaeological sites and may represent
one of the first pieces of technology available. The spinning wheel was most likely invented in
the Islamic World by the 11th century.

7
INDUSTRY IN INDIA

The Textile Sector in India ranks next to Agriculture. Textile is one of India’s oldest industries
and has a formidable presence in the national economy in as much as it contributes to about 14
per cent of manufacturing value-addition, accounts for around one-third of our gross export
earnings and provides gainful employment to millions of people. The textile industry occupies
a unique place in our country. One of the earliest to come into existence in India, it accounts
for 14% of the total Industrial production, contributes to nearly 30% of the total exports and is
the second largest employment generator after agriculture.

India has already completed more than 50 years of its independence. The analysis of the growth
Pattern of different segment of the industry during the last five decades of post – independence
era reveals that the growth of the industry during the first two decades after the independence
had been gradual, though lower and growth had been considerably slower during the third
decade. The growth thereafter picked up significantly during the fourth decade in each and
every segment of the industry. The peak level of its growth has however been reached during
the fifth decade i.e., the last ten years and more particularly in the 90s. The Textile Policy of
1985 and Economic Policy of 1991 focussing in the direction of liberalisation of economy and
trade had in fact accelerated the growth in 1990s. The spinning spearheaded the growth during
this period and man-made fibre industry in the organised sector and decentralised weaving
sector.

8
INDUSTRY IN KERALA

Kerala’s textile industry mainly located in handloom sector. Handloom fabrics of Kerala are
well known for its quality and variety. Balaramapuram Sarees (a 5.5 meter long and 1.2 meter
wide narrow fabric worn by ladies), Kuthampully Sarees, Kannur Shirtings and furnishings,
Alappuzha Coir mats, terry/Turkish towellings and carpets are not only the examples of its
popularity but, of course, its traditional value. The textile products of Kerala are made of pure
cotton, coir (made from coconut fiber), Jute, Sisal and Palm fibers. Polyester cotton blends are
rarely used. Kerala’s textile industry is depended on handlooms rather than automatic looms
due to its traditional nature. There are so many co-operative handloom societies run by the
weavers across Kerala. These societies supply cotton yarns(dyed/bleached), weaving
accessories and other technical information required for the particular products. The weavers
will produce the fabrics in hand looms, either in their home or a collective weaving shed located
in the weavers co-operative society itself. The looms used to weave are pit looms (A primitive
loom at floor level the shedding mechanism usually located in pits and the warp yarn is
stretched parallel to the ground) frame looms and Jacquard/ Dobby looms.

INDUSTRIAL REVOLUTION

The woven fabric portion of the textile industry grew out of the industrial revolution in the 18th
century as mass production of yarn and cloth became a mainstream industry. In 1734 in Bury,
Lancashire John Kay invented the flying shuttle — one of the first of a series of inventions
associated with the cotton woven fabric industry. The flying shuttle increased the width of
cotton cloth and speed of production of a single weaver at a loom. Resistance by workers to
the perceived threat to jobs delayed the widespread introduction of this technology, even
though the higher rate of production generated an increased demand for spun cotton.

In 1761, the Duke of Bridgewater’s Canal connected Manchester to the coal fields
of Worsley and in 1762, Matthew Boulton opened the Soho Foundry engineering works
in Handsworth, Brimingham. His partnership with Scottish engineer James Watt resulted, in
1775, in the commercial production of the more efficient Watt Steam Engine which used a
separate condenser.

9
In 1764, James Hargreaves is credited as inventor of the spinning jenny which multiplied the
spun thread production capacity of a single worker — initially eightfold and subsequently
much further.

Others credit the invention to Thomas Highs. Industrial Unrest and a failure to patent the
invention until 1770 forced Hargreaves from Blackburn, but his lack of protection of the idea
allowed the concept to be exploited by others. As a result, there were over 20,000 spinning
jennies in use by the time of his death. Also, in 1764, Thorp Mill, the first water-powered cotton
mill in the world was constructed at Royton, Lancashire, and was used for carding cotton. With
the spinning and weaving process now mechanized, cotton mills cropped up all over the North
West of England.

The stocking frame invented in 1589 for silk became viable when in 1759, Jedediah
Strutt introduced an attachment for the frame which produced what became known as
the Derby Rib, that produced a knit and purl stitch. This allowed stockings to be manufactured
in silk and later in cotton. In 1768, Hammond modified the stocking frame to weave weft-
knitted open works or nets by crossing over the loops, using a mobile tickler bar- this led in
1781 to Thomas Frost's square net. Cotton had been too coarse for lace, but by 1805
Houldsworths of Manchester were producing reliable 300 count cotton thread.

10
 CHAPTER 3

COMPANY PROFILE

11
The SHEFI GARMENTS AND TEXTILES started their business from the very basic level.
The started it by opening their first showroom in Alathur. They have been in this field for 40
years. The business is an ancestral type. Not only textile industry, they have been in to food
and beverages. Even though it is a profit making, they are doing many charities. They have
many show room across the state. They have an organized team to manage all the issues.

STRATEGIC INTENT

VISION

• To expand their business all over the world through opening many showrooms with
good quality products and brand name.

MISSION

• To export the clothes and materials to the European Continent within 5 years.
• To open a production house within 10 years and move to manufacturing of clothes.
• To create a new brand within 5 years.

ORGANISATIONAL STRUCTURE

The organization is managed by a body of directors of 5 members. They take the decisions.
There are many other staffs for performing other activities in the organization. Each
organization will work properly if they have a proper channel of communication and
departments for dealing problems of the respective issues. The structure of the organization is:

1. TOP MANAGEMENT
2. BRANCH MANAGER
3. DEPARTMENT HEADS

DEPARTMENTS IN THE ORGANISATION

1. SALES DEPARTMENT
Sales is the most important department which handles everything related to sales. There
is a manager who controls the whole team. They could convince the customers and
make them to buy the products.

12
 2. FINANCE DEPRTMENT
The finance department helps the other departments with funds. There is a group of
Commerce graduates to handle this department.
3. MATERIALS PROCUREMENT DEPARTMENT
The materials procurement department get the notification from the sales department to
procure the goods according to the trend and the season.
4. CUSTOMER SERVICE DEPARTMENT
As the organization deals with clothes, there will be some issues related to the quality
of the products or defect …etc. The clothes shall be return within 7 days by the buyer
if there is a defect found. This organization have a team member of 5 to resolve that
issues too in just one showroom.
5. MARKETING DEPARTMENT
Marketing is the only way to improve sales. This organization have a team of 10
members who handles social medias and other marketing methods.

SWOT ANALYSIS

Strength

• Both individual and family diverse collections.

• Loyal staffs
• Customer friendly
• World-wide demand

Weakness

• Infrastructure and parking space issues

• Depend on specific buyers

Opportunity

• Buyer attention world wide

Threat

• E- shops/ Online shopping

• Political and environmental crisis

13
 CHAPTER 4

REVIEW OF LITERATURE

14
Literature Review Chapter refers to the various research studies carried out in various parts of
our country. Extensive research studies have been carried out on these aspects in India as well
as foreign countries. On the contrary, we can find a lot of research paper being published on
the same. This study is an attempt made to refer the national as well as international journals,
articles, newspapers, periodicals, etc. This portion of the research study will focus about the
available literature worldwide on the research conducted in a concise manner. Though it may
not be directly linked to the research subject, but the inferences on each segment have given a
path for the completion of this research study. A generous attempt is made to review briefly
some of the relevant studies as follows:

Hanif M., Hafeez A. & Riaz, A. (2010), Factors affecting customer satisfaction Journal P.45.
Customer satisfaction is an evaluation of difference between prior expectations about product
and its actual performance. Customer satisfaction is how customers react towards the state of
In the Journal named Roles of customer involvement in rapport and satisfaction, P.1. Fatima J.
K. & Razzaque A, U., (2013), mentioned that Customer satisfaction have antecedent, mediated
and moderated effect on personal connections and enjoyable interactions.

According to O’SULLIVAN, D. & Mc. Calling, J. (2010) mentioned in a Journal named

Customer satisfaction, earnings and firm value P.1. There is a significant effect of customer
satisfaction on the performance of business and through customer satisfaction returns of
shareholders can be increased and value of any business can be maximized.

Maddaren, H., Maul, R, S., Smart, P, A. &Baker P. (2005) in a journal named Customer
satisfaction and service quality in UK financial services in P. 3&5 reviewed that there are
number of imperial studies on specific relationship of employee satisfaction. Often, the quality
of the relationship is called satisfaction mirror which gives an idea that success of business is
from satisfaction of employee which is reflected in term of the customer satisfaction. Service
quality is derived from employee satisfaction for example if employees are satisfied it has
direct effect on both customer satisfaction and service quality, satisfaction, and how customers
judge the satisfaction level.

15
According to Cardoza R. (1965) “An Experimental Study of Customer Effort, Expectations
and Satisfactions”, Journal of Marketing Research 2, Page No. 245. Despite extensive research
in the years since Cardozo’s (1965)2, definitional considerations have received little attention
and researchers have yet to develop a universally accepted definition of consumer satisfaction.

According to Cardoza R. (1965) “An Experimental Study of Customer Effort, Expectations

and Satisfactions”, Journal of Marketing Research 2, Page No. 245. Despite extensive research
in the years since Cardozo’s (1965)2, definitional considerations have received little attention
and researchers have yet to develop a universally accepted definition of consumer satisfaction.

According to Cronin and Taylor, 1992. Quality appears to be only one of the service factors
contributing to the customer's satisfaction judgments.

John B. Clark (2000) concluded that Motivation to visit discount store channels lie with the
low price and convenience of location, as the meaning of discount store implies. Service factor
was relatively less important than the Merchandise factor.

Siva das and baker privet (2000) suggested that there is a positive relationship between
affective loyalty (satisfaction) and co native loyalty. If satisfied with purchase at one store,
consumers are likely to have a positive attitude towards that store.

In his study, Kerrie bison and Melissa Hickman (2003) found that both hard and soft
attributes were signifant predictors of satisfaction with the merchandise, trading format, and
customer service and customer communication of the store. It was also found that there was
significant impact between the two types of attributes, such as satisfaction with the trading
format; customer services and customer communication are better predicted by hard attributes,
whereas merchandise satisfaction is better predicted by soft attributes.

16
Customer Satisfacation of Mc Donald’s Sees Drops Res said by Mark Bandeau June 15,
2010, this may seem somewhat paradoxical in view of McDonald’s sales growth over the past
year particularly of ACSI. But as increasingly frugal consumer had made price more salient,
Mc Donald’s acquired more Customer Satisfaction.

Kate Zabriskie once said that “Although your customers won’t love you if you give bad
service, your competitors will” and we wouldn’t agree anymore.

Dr. Shahid Alam (2011) in his thesis on “Marketing Strategies of Readymade Garments
Industry of India” stated that the success and failure of any business depends upon the
effectiveness of Strategic Planning. It is therefore e suggested that a review of controllable
factors within the atmosphere of uncontrollable ones. He also suggested that a low cost
product could be used to attract consumers, once relationship with consumer is established
the organization can sell additional, higher – marginal products and services that enhance the
consumer’s interaction with low cost product or service. He also stated that measurable
marketing strategies should be adopted by the firm to reach marketing objectives.

Gupta (2011) in his paper explores the parameters which is responsible for the decrease and
increase of export and import of textile and decrease in market share. The paper suggested
textile sector is having consistently high export performance but quite less import intensity.
Due to its inherent potential of creating millions of jobs (the highly labour intensive industry)
and earning foreign exchange through increased exports, Government is pursuing ‘garment
led growth’ strategy which would also boost the prospect of upstream segment of the industry
like spinning, weaving and processing Further, elimination of global textile quotas under the
Multi-Fiber Arrangement. With suppliers free to export as much product as they can to any
destination, the Indian Apparel Export Industry will have the opportunity to increase the rate
of growth of exports (and thereby the global market share) provided Indian Apparel Industry
is able to perform better than the apparel industry of other competing countries.

17
Iftikhar et al (2011) study explores the significance of social class and its relation with
consumers buying behaviour. Whether this phenomenon is real or a myth, it is checked by
review of literature, which supports that social classes have an impact on consumers buying
behaviour and it is a reality not myth. Relationship between status, education, occupation and
income is examined which in turn cause an effect on social class and depict consumers
buying behaviour. Based on previous research studies it reveals that social classes

are real and consumer’s buying behaviours differ according to their position in the society.
On the basis of classes people have different buying preferences. Further discussion is made
on managerial implications and future research in this area.

Narayanan, G. Badri (2008)36 in his paper there has been examined the impact of phasing
out of MFA quotas on Indian garment exports as an example of competitive labour intensive
sector in an emerging market economy that has been recently facing removal of export
restraints. Three different methodologies have been employed using a monthly data from
1992:11 to 2003:9: Perron’s (1989) methodology of testing for unit roots in the presence of
trend break, split-sample test of trend-break hypothesis and intervention analysis. The major
conclusion is that the WTO’s decision to phase out the MFA quotas has had a positive impact
on the Indian Garment Exports. Perron’s trend break hypothesis does support this as a cause
for change in intercept, while the split- sample analysis shows that there has been a structural
transformation in terms of introduction of trend-stationary in place of difference–stationary.
Intervention analysis shows that this effect has been positive, significant and long-lasting.
This analysis implies that Indian apparel sector may benefit from the phasing out of MFA
quotas.

According to the White House Office of Consumer Affairs, on average, loyal customers
are worth up to 10 time as much as their first purchase. Some research says that it is 6 – 7
times more expensive to acquire a new customer than it is to keep a current one.

18
THEORETICAL FRAMEWORK

19
CUSTOMER SATISFACTION

Customer satisfaction is defined as a measurement that determines how happy customers are
with a company’s products, services, and capabilities. Customer satisfaction information,
including surveys and ratings, can help a company determine how to best improve or changes
its products and services.

An organization’s main focus must be to satisfy its customers. This applies to industrial
firms, retail and wholesale businesses, government bodies, service companies, non-profit
organizations, and every subgroup within an organization.

Dimensions of Customer Satisfaction:

The things which all are satisfies the customers-

• The Product Quality

• The Unique features of the Product

• Good Pricing of the Product

• Tremendous designs of the Product

• Offers and discounts given by the company

• Fulfilling changing and new needs of the Customer

• Fulfilling important needs of the Customer

• Giving value and taking care of the Customer

• Helping customers and providing prompt service.

• Providing the promised service Accurately

20
PURPOSE OF CUSTOMER SATISAFCTION

Customer satisfaction provides a leading indicator of consumer purchase intentions and

loyalty. "Customer satisfaction data are among the most frequently collected indicators
of market perceptions. Their principal use is twofold:"

1. "Within organizations, the collection, analysis and dissemination of these data

send a message about the importance of tending to customers and ensuring that
they have a positive experience with the company's goods and services."

2. "Although sales or market share can indicate how well a firm is performing
currently, satisfaction is perhaps the best indicator of how likely it is that the
firm’s customers will make further purchases in the future. Much research has
focused on the relationship between customer satisfaction and retention. Studies
indicate that the ramifications of satisfaction are most strongly realized at the
extremes."
On a five-point scale, "individuals who rate their satisfaction level as '5' are likely to become
return customers and might even evangelize for the firm. (A second important metric related
to satisfaction is willingness to recommend. This metric is defined as "The percentage of
surveyed customers who indicate that they would recommend a brand to friends." When a
customer is satisfied with a product, he or she might recommend it to friends, relatives and
colleagues.

This can be a powerful marketing advantage.) "Individuals who rate their satisfaction level as
'1,' by contrast, are unlikely to return. Further, they can hurt the firm by making negative
comments about it to prospective customers. Willingness to recommend is a key metric
relating to customer satisfaction.”

• The value customers places on the product compared to another may be a better
indication of customer loyalty.

21
 • Customer satisfaction should not be viewed in a vacuum.

• For example, a customer may be satisfied with a product or service and therefore rate
the product or service highly in a survey and yet same customer may buy another product.

CUSTOMER PERCEPTION OF QUALITY

ASQ SURVEY SHOWS THAT IMPORTANT FACTORS THAT INFLUENCE

PURCHASING ARE :

1. PERFORMANCE

2. FEATURES

3. SERVICE

4. WARRANTY

5. PRICE

6. REPUTATION

Why customer satisfaction is important?

1. A Loyal customer is a treasure you should keep and hide from the world.

According to the White House Office of Consumer Affairs, on average, loyal customers are
worth up to 10 times as much as their first purchase. Some research says that it is 6-7 times
more expensive to acquire a new customer than it is to keep a current one.

Banks or mobile providers know it best, so they don’t have any problem with going the extra
mile for a customer who is not quite satisfied and often offer him something special. Not only
it is more expensive but also much more difficult to keep existing and loyal clients (let alone
keeping them fully satisfied and happy!) than to gain some new ones.

Take this rule into account while organizing your customer service processes and do your
best to look after them.

22
2. Customer satisfaction is a factor that helps you stand out of the competition

Kate Zabriskie once said that “Although your customers won’t love you if you give bad
service, your competitors will.” and we couldn’t agree more.

Your competitive rivals are just waiting for you to make a wrong move. What is more, they
can often play the role of an instigator. Being prepared for their provocations is not enough if
you don’t know how to deal with the negative backlash.

However, if you provide your customers with amazing customer service, you will gain
arguments to convince those uncertain of your services.

3. Great customer experience can take your brand places

The importance of customer satisfaction should never be neglected. You should consider it
especially while planning your marketing and positioning campaigns. Satisfied customers are
more likely to share your content across social media.

They will also more keenly interact with your posts, leaving some delightful and admirable
comments. Later you can use it as the source for case studies and success stories. Being an
example of a company that provides a ravishing customer satisfaction? Every brand should
aim for it.

CUSTOMER SURVEYS

Customer surveys are a method of collecting consumer feedback. They help companies
assess customer satisfaction, measure customer engagement, perform market research, and
gauge expectations. For years now, Consumer Surveys have been instrumental in providing a
platform for the clientele to opine about an organization’s products or roadmap. These
surveys are key sources of crucial information from the consumers which in turn can heavily
impact a company’s overall performance.

Consumer survey should ideally be a systematically developed procedure by the marketers to

garner insights in real-time. Satisfaction levels among the consumer database can be
measured by asking the right questions, answers of which can be analysed to create strategies
for improvement. Product consumer satisfaction should be in line with the overall consumer
satisfaction which can be established by analysing the answers received from the surveys.

23
ADVANTAGES AND DISADVANTAGES OF CUSTOMER SATISFACTION
SURVEYS

ADVANTAGES

Up-to-date feedback: Gather current customer feedback on various aspects of your

company. You can stay on top of customer trends through regularly scheduled online surveys
or email surveys, and receive instant customer feedback. It is always useful to acquire insight
into how your customers are currently reacting to all aspects of your business.

Benchmark results: You can administer the same survey every so often to customers to gain
continued insight into your customers. Surveys can have the same questions, which will
allow you to compare data over time and benchmark survey data across previous years to
determine if any changes need to be made.

Show that you care: Customers like to be asked for their feedback. It gives the customer the
perception that your company values them; is committed to keeping them as a long-term
customer; and bases business decisions on their feedback.

DISDVANTAGES

Too many surveys, so little time: Your customers are bombarded with online surveys.
Surveys may be simple to complete; however, some people simply don’t like to complete
them. Sending surveys too often can irritate customers and lead to customer burnout.
Customer burnout can result in low response rates or result in lower satisfaction scores,
despite your reputation for providing excellent products or services.

Privacy Issues: We live in a high-tech environment filled with daily doses of unwanted junk
email, email solicitations, and sales calls. When taking an online survey or a phone survey (or
any type of survey), it is hard for your customers to believe that they aren’t being tracked.
Because of insecurities of releasing private information, customers today are hesitant in
giving out information that may lead to more junk email and unwanted calls.

Make certain to assure customers that the information they provide in response to your
customer satisfaction surveys will not be used. Without this disclaimer, it may be difficult to
receive a good response rate.

24
WAYS TO MEASURE CUSTOMER SATISFACTION

Customer satisfaction is the very tricky things to measure because the minds of the customer
are not conscious and it keeps on changing according to the surrounding nature. But there
are some tools are there to measure the customer satisfaction, they are: -

• Customers Surveys

Customer survey is the main way to get customer feedback. Customer survey is the very
best way to know customer feedback, likes, dislikes and their wants and needs. Like this
customer surveys will give all kind of information that is needed to the customer and what
they expect from us. So, these all information will help in measuring the customer
satisfaction that which all things and factors of the product satisfy the customer.

The surveys can also do in other several ways that are through conversation over phone, or
in e-mail. In case to get the most excellent information, it is best to allow customers to
answer questions on a weighted scale that is stating that rate your scale of 1 to 5, with 1
indicating lowest that is complete dissatisfaction and 5 indicating highest that is complete
satisfaction. Like this Customers surveys can be done. You may also repeat the surveys to
know the customer preferences over the changes in time.

• Understand Expectations

The first thing to measure customer satisfaction is you have to know the customer expectation
that is you have to see what your customers look forward from you. It will sensibly gives you
a idea of offering them a better product what they expect from us. So first you have to find
out the expectations of your customers in terms of both goods and services in order to make
sure that the company is meeting their wants and needs.

• Find out where you’re Failing

If you’re not meeting customer necessities or expectations, then you should hit upon out and
search where and how the disappointment is happening. You have to analyse about your
product that –Are the products less than what it is showcased in Advertising? Are the
employees making promises cannot be met?

25
Are the customers services not up to the mark? Are the products not special and unique?
Like this have to find out in each and every segment the reason for failure. After this it is
required to take a step to re-evaluate organization abilities and capabilities. Knowing how to
manage the employees will definitely have very good effect in providing customer service.

• Pinpoint Specifics

In measuring customer satisfaction, you have to pinpoint each and every small specific point
in their purchasing that will specify whether a customer is pleased or not. And the data
gathered by the customer should be analysed correctly to find what is working and what isn’t.
So, exploration in level of satisfaction must contain more than just the overall experience. So,
it is required to determine the each and every pinpoint in the products or services they
purchased. And also, what they liked or disliked about their sales interactions, how the
definite purchase compared to their needs and expectations and any suggestions if they need
enhancement in the product, all these points should be considered for measuring the
satisfaction level of customer. By knowing all these pinpoints in their purchase will help in
measuring their satisfaction level. So, every small point also considered carefully.

• Assess the Competition

Customer satisfaction can be easily measured by comparing your products with the
competitor’s products. That is if you don’t know why customers prefer another brand over
your brand, then it is not possible to survive in the competition. So, in the survey process you
have to ask customers about your competitors and also compare your products to know what
competitors are contributing and you are not. This will specify what customers really expect
from us and help to make strategy to provide a better one than the competitors. These all
sources will help in measuring the customer satisfaction and ensures the firm’s success.

26
COMPONENTS OF CUSTOMER SATISFACTION

• A Perfect and Quality Product

A Perfect and Quality Product is one of the main component s of Customer Satisfaction. That
is the perfect and correct type of products will give the customer a satisfied level that what
they need and it will give them a satisfactory level.

• Product should be delivered in caring and friendly manner

The products that are delivered to customers should be a good one and while delivering the
product the employees of the company should take care of the customer that they should give
respect and treat them in a friendly manner that the customer should feel happy and satisfied
by the good caring and friendly manner. These kinds of good behaviour by the service people
of the company will build a good relationship between the customers.

• On time

The products and services should be reached on time. As time is the precious things to
everyone, the company people should take care of time. That management has to maintain
their time perfectly that it should not waste the time of the customers in getting the unique
updated product in the right time. That it should not waste their customer time in getting the
perfect product. If the company promised to provide the product of customer that is liked by
them, then they have to provide the product on the promised date and time. This on time
service of the product to customer will in customer satisfaction.

• Fast and accurate response to the customer

If the customer is facing any problem with the product, the company people should respond
very quickly and have to give them a good service. That is the company people should be
with an effective resolution process. They should give fast accurate response to the
customer’s orders, requests, and inquiries. These quick responses will give a positive effect
and atmosphere to the customer. For this quick response they have to be updated. That is they
have to be updated with information, improvements in their products and services through
new versions, following the trends. By doing like this they can give a fast and accurate
response to the customer.

27
 CHAPTER 5

RESEARCH METHODOLOGY

28
RESEARCH METHODOLOGY

The research methodology is a procedure which is used to collect data for the reason of
building business decisions and in the present case it is the decision related to marketing
management. The methodology includes publication research findings, interviews, surveys
and other research techniques and is comprehensive of both present and historical
information.

RESEARCH

Research is defined as the creation of new knowledge and/or the use of existing knowledge in
a new and creative way so as to generate new concepts, methodologies and understandings.
This could include synthesis and analysis of previous research to the extent that it leads to
new and creative outcomes.

RESEARCH DESIGN

Research design refers to the overall strategy utilized to carry out research that defines a
succinct and logical plan to tackle established research question through the collection,
interpretation, analysis, and discussion of data.

SAMPLING

Collection of data from whole universe that too every time is not a necessary work. A small
representative sample may serve the purpose. A sample means a small grouping taken in a
large extent. This small group should be emanative cross section and really “representative”
in character. This selection procedure is called sampling.

SAMPLE SIZE: Samples are devices for learning about outsized ample by concentrating a
few individuals. The selected sample is 50.

SAMPLING METHOD: The sampling method that is used in the present

dissertation/research work is convenience sampling which is also known as Non-probability
sampling method.

29
SOURCES OF DATA

1. Primary source
2. Secondary source
1. Primary data

Primary data is a term for data gathered from a source. That is data is collected directly from
the source and it is the first level of source. That is primary data are collected through
interaction, discussions through employees and also by giving questionnaires. All these are
the first source that is primary data.

2. Secondary data

These are the forms of data which are most probably readily available in the forms of
magazines. These data were already collected and analyzed by someone else previously.
Refers to the existing available sources of information such as

• Documents of the departments concerned

• Reference books.

• Website sources

• Journal, research books for review of literature, articles and magazines.

TOOLS FOR DATA COLLECTION

Data collection is the method of collecting and measuring data on targeted variables in an
organized correct way, in that later one can answer relevant questions and evaluate outcomes
of the result. The main aim of each and every data collection is to acquire valid evidence that
can translate to prosperous data analysis and allows building and developing an accurate and
believable answer to questions.

Questionnaire:

A questionnaire is a studied instrument consists of a sequence of questions and other various

prompts for the purpose of collecting information from respondents. Even though the
questionnaires are planned for statistical analysis of the responses, this is not always the case.
The questionnaire was invented by the Statistical Society of London in the long back.

30
Questionnaires have recompense over some other types of surveys in that they are very less
cost and cheap, and do not require as much effort from the questioner as verbal or telephone
surveys, and often have standardized answers that make it simple to compile data. Be that as
it may, such institutionalized answers may disappoint clients. Polls are likewise composed in
the way that the person who understands it must have the capacity to comprehend the
inquiries and react to them. Here questionnaire is given for customers to collect primary data.

The data is collected from questionnaire. Percentage analysis is used to analyse the collected
data.

PLAN OF ANALYSIS

Percentage Analysis:

It is the method to signify raw streams of data as a percentage (a part in 100 - percent) for
better understanding of collected data. Pie chart and bar chart will be used for analysis.

Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with
the goal of discovering useful information, suggesting conclusions, and making a good
decision. Information examination has various methodologies, enveloping assorted strategies
under an assortment of names, in various business, science, and sociology spaces.

In this study Pie Chart is used for questionnaire which is collected from the customers.

The data collected is analysed and shown in the form of:

• Tables
• Pie chats
• Bar diagrams

On the basis information collected by the questionnaire the charts and the tables will be
prepared. The tabulated data and will be analysed with the help of percentages. The result
thus obtained will be depicted through charts and graphs. Inferences will be drawn and
suitable suggestions will be given.

31
 CHAPTER 6
DATA ANALYSIS AND INTERPRETATION

32
4.1 CLASSIFICATION OF RESPONDENTS BASED ON GENDER

Table 4.1 Gender wise classification of respondents

GENDER NO. OF RESPONDENTS PERCENTAGE OF

Female 34 68%
Male 16 32%
Total 50 100%
(Source: Primary data)

Analysis: The above analysis shows that 32 percent of respondents are Male and 68
percent of the respondents are Female.

Fig. 4.1 Pictorial representation of gender wise classification

GENDER WISE CLASSIFICATION

32%

Female
Male

68%

Interpretation: The above analysis shows that the majority of the respondents are the
Female that is around 68 percent, by this it can be interpreted that Female population is more
like to shop in the Shefi Garments and Textiles.

33
4.2 CLASSIFICATION OF RESPONDENTS BASED ON AGE

Table 4.2 Age wise classification of respondents

AGE NO. OF RESPONDENTS PERCENTAGE OF

Below 30 17 34%
30 – 40 13 26%
40 – 50 11 22%
50 & above 9 18%
Total 50 100%
(Source: Primary data)

Analysis: The above table infers that 34 percent of the people are below 30, 26 percent are
between 30 and 40, 22 percent are between 40 and 50 and 18 percent are 50 and above of
age.

Fig. 4.2 Pictorial representation of Age wise classification

AGE WISE CLASSIFICATION

9% 17%
Below 30
30 - 40
40 - 50
11%
50 & above
13%

Interpretation: The above analysis shows that the majority age group is of below 30. By
this it can be interpreted that the people who comes for the shopping in this textile shop is
below 30 years.

34
4.3 LIKENESS TO SHOP OF THE RESPONDENTS

Table 4.3 Likeness to shop classification of respondents

Responses NO. OF RESPONDENTS PERCENTAGE OF

Yes 26 52%
No 7 14%
Yes, but not really 17 34%
Total 50 100%
(Source: Primary data)

Analysis: The above table infers that 52 per cent respondent are like to shop and 14 per
cent don’t like to shop. The rest of the 34 per cent have a neutral opinion.

Fig. 4.3 Pictorial representation of Respondents’ Likeness to shop

LIKENESS TO SHOP

Yes, but not

really, 34%

Yes, 52%

No, 14%

Interpretation: The above analysis shows that the 52 per cent like to shop and 14 per cent
don’t like to shop. By this it can be interpreted as more than half of the people who came to
shop are the people who likes to shop.

35
4.4 PROBLEMS FACED BY YOU IN THIS SHOP

Table 4.4 Problems faced by the respondents in the shop

Responses NO. OF RESPONDENTS PERCENTAGE OF

Bad customer service 6 12%
Shop is always closed 4 8%
Not providing proper bill 5 10%
Time consuming- less no. 35 70%
employees
Total 50 100%
(Source: Primary data)

Analysis: The above table infers that 70 per cent or the majority states that time consuming is
their main issue and the least 8% states that the shop is always closed. 10% and 12% states
that not providing proper bill and bad customer service respectively.

Fig. 4.3 Pictorial representation of problems faced by the respondents

PROBLEMS FACED BY THE RESPONDENTS

40

35

30

25

20

15

10

0
Bad customer service Shop is always closed Not providing bill Time consuming

Interpretation: From the above analysis it is clear that the main problem or issue faced by
the customers are the Time consuming – due to lack of proper employees.

36
4.5 THING CONSIDER WHILE BUYING CLOTHES

Table 4.5 Things consider while buying clothes classification of respondents

Responses NO. OF RESPONDENTS PERCENTAGE OF

Price 11 22%
Quality 15 30%
Fabric 16 32%
Colour 8 16%
Total 50 100%
(Source: Primary data)

Analysis: The table shows that the 32 per cent of the customer consider the fabric of the
dresses or any product they purchase. 30 per cent and 22 per cent consider quality and the
price respectively. The 16 per cent focus on colour of the product.

Fig. 4.5 Pictorial representation of things considered while buying clothes of the
respondents

THINGS CONSIDER WHILE BUYING CLOTHES

16%
22%

32%
30%

Interpretation: The above analysis shows that the majority people who comes to shop looks
for the fabric first and then quality of the product. The least people who responded looks for
the price.

37
4.6 BUDGET KEEPING FOR BUYING CLOTHES

Table 4.5 Budget keeping for buying clothes classification of respondents

RESPONSES NO. OF RESPONDENTS PERCENTAGE OF

Yes 23 46%
No 27 54%
Total 50 100%
(Source: Primary data)

Analysis: The table shows that the 54 per cent states that they don’t keep any budget for
buying clothes and 46 per cent said that they have a proper budget for shopping.

Fig. 4.6 Pictorial representation of Budget keeping for buying clothes classification of
respondents

BUDGET KEEPING FOR BUYING CLOTHES

54%

46%

Interpretation: The above analysis shows that the majority said ‘No’ is around 54%. From
this we can interpret that the respondents who comes for shopping to this shop don’t keep a
proper budget.

38
4.7 ONLINE SHOPPING OR OFFLINE SHOPPING

Table 4.7 Online shopping or Offline shopping

RESPONSES NO. OF RESPONDENTS PERCENTAGE OF

Online 12 24%
Offline 17 34%
Both 21 42%
Total 50 100%
(Source: Primary data)

Analysis: The above table shows that the 42 per cent chose both online and offline mode of
shopping. 24 per cent and 34 per cent of the respondents supported online and offline
respectively.

Fig. 4.7 Pictorial representation of respondents preferring Online or Offline shopping

ONLINE OR OFFLINE SHOPPING

Both
42%

Online
24%

Offline
34%

Interpretation: The above analysis shows that the majority of around 42 per cent states
‘both’ for online and offline shopping. By this it is clear that majority of the
customers/respondent like to shop through both online and offline.

39
4.8 ARE YOU SATISFIED WITH THE PRESENT DISCOUNT AND OFFERS

Table 4.8 Satisfaction level on discount and offers

RESPONSES NO. OF RESPONDENTS PERCENTAGE OF

Satisfied 13 26%
Average 16 32%
Dissatisfied 21 42%
Total 50 100%
(Source: Primary data)

Analysis: The above table shows that 42 per cent are dissatisfied and 26 per cent are
satisfied. 32 per cent have an average opinion.

Fig. 4.8 Pictorial representation of respondents’ knowledge about the shop

SATISFACTION LEVEL ON DISCOUNT AND OFFERS

Satisfied
26%
Dissatisfied
42%

Average
32%

Interpretation: The above analysis shows that the majority are dissatisfied with the discount
and offers of the shop. Only 26% is satisfied. This shows that Customer is not satisfied with
the discounts and offers provided by the shop. They need more.

40
4.9 SHEFI HAVE HIGHEST COLLECTION OF

Table 4.9 SHEFI have highest collection of

RESPONSES NO. OF RESPONDENTS PERCENTAGE OF

Modern Outfits 29 58%
Traditional Outfits 12 24%
Both 9 18%
Total 50 100%
(Source: Primary data)

Analysis: The above table shows that 58 per cent opined that Shefi have highest collection of
modern outfits and 24 per cent of traditional outfits. The minority or the 18 per cent have an
opinion of “Both”.

Fig. 4.9 Pictorial representation of respondents’ opinion on the collections of SHEFI

SHEFI HAVE THE HIGHEST COLLECTION OF

18%

58%
24%

Interpretation: The above analysis has been found that among the total 50 respondents, the
highest 29 respondents opined that Shefi have modern outfits than traditional. It’s clear that
the customers majorly come for the modern outfits in the shop.

41
4.10 FAMILY SHOPPING OR INDIVIDUAL SHOPPING

Table 4.10 Family shopping or Individual shopping

RESPONSES NO. OF RESPONDENTS PERCENTAGE OF

Family shopping 25 50%
Individual shopping 25 50%
Total 50 100%
(Source: Primary data)

Analysis: The above table shows that 50 per cent comes for the family shopping and the
remaining 50 per cent comes for individual shopping.

Fig. 4.10 Pictorial representation of family shopping or individual shopping of the

Respondent

FAMILY SHOPPPING OR INDIVIDUAL SHOPPING

Indiviual Shopping
50%
Family Shopping
50%

Interpretation: The above analysis has been found that among the total 50 respondents, the
highest 25 respondents comes for family shopping. It’s clear that the customers come for
shopping both family and individual equally.

42
4.11 PREFERCES OF FABRIC OF THE RESPONDENTS

Table 4.11 Fabrics preferred by the respondents

RESPONSES NO. OF RESPONDENTS PERCENTAGE OF

Cotton 9 18%
Polyster 15 30%
Silk 10 20%
Net or Lace 16 32%
Total 50 100%
(Source: Primary data)

Analysis: The above table shows that 32 per cent of the total respondents prefer Net or lace
fabric and the minority 18 per cent prefer cotton.

Fig. 4.11 Pictorial representation of Fabrics preferred by the respondents

PREFERNCES OF FABRIC

18 X – axis – Fabrics
16 Y – axis – Percentage
14
12
10
8
6
4
2
0
Net or Lace Sik Polyster Cotton
PREFERNCE OF FABRIC

Interpretation: The above analysis has been found that the respondents prefer net or lace the
most as it is the most trending one in the market.

43
4.12 BEST YOU FOUND IN THIS SHOP

Table 4.12 Best things found in the respondents’ point of view

RESPONSES NO. OF RESPONDENTS PERCENTAGE OF

Staffs 5 10%
Quality 11 22%
Price 12 24%
Collections 22 44%
Total 50 100%
(Source: Primary data)

Analysis: The above table shows that 44 per cent of the total respondents found collections
the best and only 10 per cent said staffs the best and that is the minority.

Fig. 4.12 Pictorial representation of best things found by the respondents in the shop

BEST FOUND IN THIS SHOP

Collections

Price

Quality

Staffs

0 5 10 15 20 25

Interpretation: The above analysis has been found that the respondents found the variety of
collections in the shop. After collections, price comes the second and quality, the third.

44
4.13 SATISFACTION LEVEL WITH THE GOODS AND SERVICES PROVIDED

Table 4.13 Satisfaction level of the respondents

RESPONSES NO. OF RESPONDENTS PERCENTAGE OF

Highly Satisfied 11 22%
Satisfied 20 40%
Average 13 26%
Dissatisfied 4 8%
Highly Dissatisfied 2 4%
Total 50 100%
(Source: Primary data)

Analysis: The above table shows that the 22 per cent of the total respondents are highly
satisfied with the goods and services provided. The majority 40 percent are satisfied. Only 4
per cent mentioned that they are highly dissatisfied.

Fig. 4.13 Pictorial representation of satisfaction level of the respondents

SATISFACTION LEVEL OF THE CUSTOMERS/

CUSTOMER SATISFACTION

8% 4%
22%

26%

40%
Highly Satisfied Satisfied Average Dissatisfied Highly Dissatisfied

Interpretation: The above analysis has been found that the majority customers are satisfied
with the goods and services provided by the shop. Even though some of the customers are
highly satisfied, it is not the majority.

45
4.14. CLEANLINESS OF THIS SHOP

Table 4.14 Rating of the cleanliness of the shop by the respondents

RESPONSES NO. OF RESPONDENTS PERCENTAGE OF

Poor 15 30%
Average 10 20%
Good 25 50%
Total 50 100%
(Source: Primary data)

Analysis: The above table shows that the 50 per cent of the total respondents opined that the
shop is clean. The majority 40 percent are satisfied. But, the second majority, 30 per cent
mentioned that cleanliness is poor.

Fig. 4.14 Pictorial representation of the Cleanliness of the shop

CLEANLINESS OF THE SHOP

Poor

Good

Average
20%
Poor Average Good

Interpretation: The above analysis has been found that the majority customers are satisfied
with the cleanliness of the shop. The shop can improve more as cleanliness is one among
factor which retains the customer.

46
4.15 DOES THE SHOP MAINTAIN A GOOD RELATION WITH THE CUSTOMER

Table 4.15 Customer Relation of the shop

RESPONSES NO. OF RESPONDENTS PERCENTAGE OF

Strongly agree 22 44%
Agree 10 20%
Neutral 5 10%
Disagree 4 8%
Strongly Disagree 3 6%
Total 50 100%
(Source: Primary Data)

Analysis: The above table shows that the 44 per cent of the total respondents strongly agree
that the shop maintains a good customer relationship. Only 6 percent strongly disagree with
the question.

Fig. 4.15 Pictorial representation of the customer relation of the shop

CUSTOMER RELATION OF THE SHOP

25

20

15

10

0
Strongly Agree Agree Neutral Disagree Strongly Disagree

47
 CHAPTER 7

FINDINGS & SUGGESTIONS

48
FINDINGS

• Majority of the respondents who came to shop were females.

• Among the respondents, major age group is below 30 years.

• Majority of the respondents like to shop. But still there are customers having a vague
opinion that they like to but not always.

• Majority of the respondents told that the problem faced by them in the shop is the
time consuming due to lack of employees. Around 70% opined that. Minority opined
that proper bill is not provided.

• Majority consider fabric (32%) than quality, price and colour while buying clothes.

• Majority of the respondents/customers don’t keep a proper budget for shopping.

• Majority of the respondents like both online and offline shopping. The added that both
have its own specialities. 42% suggested both.

• Most of them came to know about the shop through passing nearby (42%). The
minority is through advertising.

• Majority, around 58% opined that the shop has a high collection of modern outfits.

• There is an equal flow of family shoppers and the individual shoppers to the shop.

• Majority of the customers prefer net or lace fabric to buy. There are around 32% who
prefer that and the least is cotton (18%).

• The majority opinion about the best in the shop is the collections, which is around
44%. The minority is the quality in which 22% only supported that.

49
• The respondents are satisfied with the goods and services provide, which is around
40%.

• Only 22% are highly satisfied and the minority is highly dissatisfied which is around
4%.

• About the cleanliness of the shop, the majority (50%) opined that it is Good, which is
a good score. 30% opined it is poor.

• The 44% of the respondents strongly agree that the shop maintain a customer relation.
Around 6% strongly disagree that the shop maintains a proper customer relation.

50
SUGGESTIONS

After the detailed study on the ‘CUSTOMER RELATIONS’ in SHEFI TEXTILES AND
GARMENTS, I suggest following steps:

1. For the issues or problems faced by the customers have no majority or minority. To
improve the ‘customer relation’, the company should clear and resolve all the
problems within the very short time.

2. The quality of the product is more important than collections. Even though the
majority customers reviewed that the shop have high variety of collections, the
respondents who mentioned the quality is comparatively less. So, the company shall
not compromise with the quality of the product.

3. Even though the 50% of the respondents opined that good for the cleanliness but still
it is very important. To improve the customer satisfaction, cleanliness also plays very
important role.

4. Necessary steps should be taken to improve the customer service which is an

important part is customer relation.

5. A proper customer relationship management should be built inside the organisation

which will retain the customer and to improve their satisfaction.

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CHAPTER 8

CONCLUSION

52
CONCLUSION

The objective of this project is study about the Customer Satisfaction in Shefi Garments and
Textiles, Alathur, Palakkad, who have many showrooms across the state. It is not easy for an
organisation to maintain a good customer relation with the customers. The customers are well
educated with all the details about the product. In order to maintain a proper customer
relation, the employees, managers …etc of the organisation have deal the customers very
well. They have to communicate to the customers actively and in friendly way. To retain the
customers for a textile shop is by providing them a high-quality product with a reasonable
price. Also, they have to follow the trend. A proper place for kids to play till the shopping of
the parents is necessary and also a breast-feeding room. All these will improve the flow of
the customers and also these things will comfort them. Shopping is an important part of
human’s life and that is the one they love to buy. So, while buying that they should enjoy the
moment and should have good memories. The study gave me a chance to communicate with
the department head of the Customer Service, branch manager and also to the customers,
which helped me to improve my views on many parts. This work helps me to know the pulse
of the customers, what they want and what they expect us to do. etc. This helped me a lot
improve my knowledge and experience.

53
BIBILIOGRAPHY

54
BOOKS & ARTICLES

• Customer Relationship Management (2014): Christopher Zerres; Michael Zerres;

Roger Baran – 1st Edition, 2014

• Customer Relationship Management: Francis Buttle and Stan Maklan – 3rd

Edition

• D K Bhattacharyya (2006). Research Methodology (2nd Edition)

• A study on Customer Satisfaction by Mr. Gowtham Aashirwad Kumar, Assistant

Professor, Department of Management Studies, Bharath Institute of Higher
Education and Research, Chennai.

• Article of A study on customer satisfaction towards fastrack by Aravind M.

• Customer Satisfaction with Mahindra and Mahindra SUV’s. by Mahindra

ONLINE

• www.os.org
• www.survicate.com
• www.westernsydney.edu.au
• www.voxo.com
• www.helpscout.com
• www.question pro.com
• www.researchguides.ben.edu
• www.formpl.us
• www.statisticshowto.com
• www.refernceforbusiness.com
• www. journals.indexcopernicus.com

55
ANNEXURE

56
 QUESTIONNAIRE

SUBJECT: Study on ‘Customer Satisfaction’ at Shefi Textiles and Garments.

Sir/ Ma’am,

I am Navasree A M, pursuing 8th semester B.B.A., LL.B. (Hons) at Government Law

College Kozhikode. As a part of the curriculum issued by the University of Calicut, I am
undertaking this project study in Shefi Textiles and Garments, Palakkad. Kindly help me to
complete this project by answering the following questions.

PERSONAL INFORMATION

1. NAME (Optional):

2. Sex: Female ( ) Male ( )

3. Age Group:

a) Below 30 ( )

b) 30 – 40 ( )

c) 40 - 50 ( )

d) 50 & Above ( )

4. Do you like to shop ?

a) Yes ( ) b) No ( ) c) Yes, but not really ( )

5.Do you face any issues or problems in the shop?

a) Bad customer service ( )

b) Shop is always closed ( )

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 c) Not providing proper bill ( )

d) Time consuming- less no. employees ( )

6. What you consider more while buying clothes?

a) Price ( ) b) Quality ( ) c) Fabric ( ) d) Colour ( )

7. Do you keep any budget for buying clothes?

a) Yes ( ) b) No ( )

8. Do you like to shop online or offline or both?

a) Online shopping ( ) b) Offline shopping ( ) c) Both ( )

9. How you came to know about this shop?

a) Advertisement ( )

b) Suggested by friends/colleagues/family ( )

c) While passing nearby ( )

10. What is the best you found in this shop?

a) Collections ( ) b) Services ( )

c) Staffs ( ) d) Quality ( )

e) Price ( )

11. Shefi Textiles and Garments is best for:

a) Modern outfits ( ) b) Traditional outfits ( )

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12. Did you came here for family shopping or individual shopping?

a) Family shopping ( ) b) Individual Shopping ( )

13. Which fabric you prefer more?

a) Cotton Fabric ( ) c) Silk Fabric ( )

b) Polyester Fabric ( ) d) Net or Lace Fabric ( )

14. Are you satisfied with the goods and services provided by the shop?

a) Highly satisfied ( ) b) Satisfied ( )

c) Average ( ) d) Dissatisfied ( )

e) Highly Dissatisfied ( )

15. Cleanliness of the shop?

a) Poor ( ) b) Average ( ) c) Good ( )

16. Does the shop maintain a good relation with the Customer relation?

a) Strongly Agree ( )

b) Agree ( )

c) Neutral ( )

d) Strongly disagree ( )

e) Disagree ( )

17. Suggestions (If any):

59