MANAGEMENT THESIS

Consumer satisfaction on purchase decision of Zudio

Submitted in partial fulfillment of the requirements for the degree of bachelor of

business administration

ST. XAVIER’S COLLEGE OF MANAGEMENT & TECHNOLOGY

NAAC Accredited with B++ Grade (1st Cycle)

Affiliated to ARYABHATTA KNOWLEDGE UNIVERSITY

Submitted by:- Submitted to:-

MR. MARIO
ANJALI KUMARI MARTIN
BBA ASSISTANT PRO-

Session:-2020-2023(5TH Sem) FESSOR BBA DEPA-

REG. NO. 20302302080 RTMENT

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 ACKNOWLEDGEMENT

At First, I would like to thank to Fr. Dr Martin Poras S.J., principal of

our college for providing me an opportunity to study in this premier
institute of learning.

I wish to express my sincere thanks to my supervisor, Professor Mr

Mario Martin whose expertise was valuable in formulating the
research questions and methodology. Your insightful feedback
pushed me to sharpen my thinking and brought my work to a higher
level.

I also take this opportunity to express my gratefulness to all the

faculty members of the administration department at St. Xavier's
college of management and technology, Patna for their help and
support.

I'd also thank to all the respondents for their kind co-operation towards
this research.

Finally, I could not have completed this research without the support
of my classmates and other friends who provided stimulating
discussions as well as happy distractions to rest my mind outside of
business research.

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 Executive Summary

This thesis report investigates the relationship between customer satisfaction

and its impact on the management of Zudio, a renowned retail clothing brand.
The study aims to provide insights into the factors that contribute to customer

satisfaction and their implications for the overall management of Zudio. By

understanding customer satisfaction, Zudio can make informed decisions to
improve customer experiences, enhance loyalty, and drive business growth.
The research methodology employed a combination of quantitative surveys
and qualitative interviews to gather comprehensive data from Zudio
customers. The sample consisted of a diverse group of customers,
representing various demographics and purchasing preference.

The findings of this study highlight the importance of customer satisfaction as

a key driver of success in the retail industry. Zudio's customers exhibited a
generally positive level of satisfaction, indicating that the brand has been
successful in meeting their needs and expectations. Key factors influencing
customer satisfaction were identified, including product quality, pricing, store
ambiance, customer service, and convenience.

Moreover, the study revealed a strong correlation between customer

satisfaction and purchase decisions. Satisfied customers were more likely to
make repeat purchases, recommend Zudio to others, and exhibit higher levels
of loyalty. This emphasizes the significance of consistently delivering
exceptional customer experiences to drive customer retention and acquisition.

Overall, this thesis report provides valuable insights into the significance of
customer satisfaction and its impact on the management of Zudio. By

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understanding and meeting customer expectations, Zudio can position itself
as a customer-centric brand, gain a competitive edge in the market, and create
long-term success.

TABLE OF CONTENT

CHAPTER-1
01
INTRODUCTION

CHAPTER-2:
02
REVIEW OF
LITERATURE

CHAPTER-3:
03 METHODOLOGY

CHAPTER-4:
04
FINDING

CHAPTER-5:
05 DISCUSSION/CRITICAL
ANAYSIS

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 CHAPTER-6
06
CONCLUSION &
REFERENCES

CHAPTER:- 1
(PURPOSE AND SIGNIFICANCE)

INTRODUCTION

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ZUDIO is basically a retail industry because it refers to the sector of the
economy that involves the sale of goods and services to consumer.

The retail industry consists of all companies that sell goods and services to
consumers. There are many different retail sales and store types worldwide,
including grocery, convenience, discounts, independents, department stores,
DIY, electrical and speciality. The retail industry shows a steady growth year
on year and employs a huge number of workers worldwide, particularly with
the growing popularity of online retail.

The competitive nature of this fast-paced industry was especially pronounced

during the past few years. For 2022, retail outlets have been compelled to
reconsider their long-standing processes and tactics that have structured the
sector for years. These global changes in management and ways of thinking
about supply chains for many well-known brands only help prove how
important retail sales are for the economy.

Established in 1998 and part of the Tata group, Trent Ltd. operates Zudio.
Zudio is a mass market brand in the value format offering and a separate
fashion destination. The Zudio stores have several departments to meet the
varied shopping needs of customers. These include apparel across men,
women and kids, footwear and home. Tata Trent Ltd opened its first 8,000
sq.ft private label store Zudio at Commercial Street in Bangalore in
September 2016.
Zudio is able to offer affordable clothing to its customers because of its
streamlined manufacturing process, no middlemen, economic of scale,
minimal advertising, and lack of physical stores. Now a days Zudio become a
trend and a very popular brand in India. They have multiple outlets in
different states.
Zudio belongs to Tata, and Tata as a company in India is a synonym for
Trust, Quality, and Care. Thus there is no second thought, Zudio is the best
brand. Anyone will Trust the Zudio Brand in the country for its quality and
excellent products with a customer-friendly polices.

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They have found a way to produce high-quality clothing at an affordable
price, and their customers have responded positively to this approach.
The quality, pricing, and customer loyalty toward Zudion brands are all that
make Zudio a special brand in India.

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 PURPOSE AND SIGNIFICANCE

Zudio is a fast-fashion retail brand owned by the Tata Group, one of India's
largest conglomerates. The purpose of the Zudio brand is to provide
affordable and trendy clothing and accessories to a wide range of customers.
Zudio aims to offer fashionable products at budget-friendly prices, making
fashion accessible to a larger audience.

The significance of the Zudio brand lies in its ability to cater to the needs and
preferences of the Indian middle-class and value-conscious consumers. By
offering a wide variety of clothing options for men, women, and children,
Zudio fills a gap in the market for affordable fashion. This enables customers
to stay up-to-date with the latest fashion trends without having to spend a
fortune.

Zudio also plays a role in driving the growth of the organized retail sector in
India. It contributes to the expansion of the fashion retail market by providing
an alternative to high-end, premium brands. With its competitive pricing and
focus on affordability, Zudio attracts customers who are looking for good
quality products at reasonable prices.

Additionally, the Zudio brand aligns with the broader sustainability and
ethical fashion movements. By offering affordable fashion choices, Zudio
encourages customers to opt for new styles without resorting to fast-
disposable fashion practices. This helps reduce the environmental impact of
the fashion industry by promoting a more conscious approach to clothing
consumption.

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 CHAPTER:- 2
(REVIEW OF LITERATURE)

COMPANY PROFILE

Project Submission - By Divyanjali Sinha

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Professors: Dr. Apalak Khatua Dr.Manoj Thomas Dr. Indrajeet Mukerjee Dr.
Arindam Mondal

VISSION
Aggressively popping all over India, zudio brings to the fore irresistible fashion at
unmatched prices. Zudio creates everything in-house and loves cool-spirited
people who are trend succed. Zudio enjoys forming tribes and creating amazing
opportunities along the way.

MISSION
● Continued emphasis on aspirational fashionability

● Scaled up exciting exclusive brands

● Ensured faster store opening to scale up to reach

● Focused on the speed of delivering the latest fashion each week

● Built omnichannel presence

With frameworks like Human Capital Readiness Index, zudio identifies critical
human capital requirements for our growth strategy. The Company has
implemented various initiatives to build better organizational capabilities to enable
us to sustain competitiveness in the marketplace. Zudio recruited over 5,000
colleagues in stores and continues to invest significantly in the training and
development of our teams. With the use of best-in-class technology for
recruitment, zudio has optimized managerial bandwidth, enhanced candidate
experience, and standardized the hiring process across diverse locations and
geographies. Consequently, the average hiring decision time came down by 80%
with better candidate experience. Trent as part of the Tata group emulates the
highest standards of governance and fairness.

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Technical Analysis
Zudio remains the fastest-growing value fashion brand in India with revenues
surpassing Rs1000 crore in FY22. With the brand achieving scale, the brand
reported its highest Ebit margin of 6% in FY22 (FY21: ~1%).
Trent share price trend:
Last 1 Month: Trent's share price moved up by 10.88 %
Last 3 Months: Trent's share price moved down by -5.16 %
Last 1 Year: Trent's share price moved up by 30.68 %
Last 5 Years: Trent's share price moved up by 385.16 %

Social Analysis
Zudio focuses entirely on exclusive branded offerings, curated in-house and
in line with the latest fashion trends at sharp prices. The offerings are
constantly refreshed with the aim to provide new and updated merchandise to
customers on every visit. Apart from ensuring differentiated fashion and
experience for customers, active control of the value chain is integral to
evolving a sustainable business model for this concept. Pitched at a younger
audience, we recognize it is critical to be fashion-forward and closely
synchronized with evolving trends.

Technological Analysis
The pandemic accelerated the adoption of online channels. In keeping with
the evolving preferences, they continued to emphasize the seamless access of
their stores and follow their customers across channels. The intent is to

facilitate access and experience of the brand's basis individual preferences

and convenience. Zudio reaches a growing online audience through
Westside.com, an arrangement with Tata Cliq, and now through Tata Neu -
the recently launched super app that seeks to unite the Tata brand universe.
Zudio’s customers continue to increasingly leverage the convenience of

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 digital access with the online channel registering 74% growth in FY22 over
the previous year and contributing to around 7% of Westside revenues.
Environmental Analysis

Given the competitive marketplace and an audience with significant real- time
exposure to global fashion trends, Westside is increasingly focusing on the rapid
delivery of the latest fashion by sharply reducing the concept-to- customer time.
Our bouquet of exclusive brands allows us greater control across the supply chain,
ensuring that we deliver the latest fashion every week. A sustainable supply chain
with strong inventory discipline is the backbone of our business. Zudio uses
technology and strong inventory management systems that enable us to deliver fresh
fashion every week along with faster replenishment on an ongoing basis.

Legal Analysis

The Company has a defined system of internal controls for financial reporting
of transactions and compliance with relevant laws and regulations
commensurate with its size and nature of business. The Company also has a
well-defined process for ongoing management reporting and periodic review
of businesses using the Balanced Scorecard the process to ensure alignment
with strategic objectives. There is an active internal audit function carried out
partly by the internal resources and the balance activity is outsourced to
chartered accountant firms

PORTER’S MODEL (Five forces analysis)

1. Competition in the industry
Aditya Birla Fashion & Retail Ltd.-Aditya Birla Fashion and Retail Ltd. (ABFRL)
formerly known as Pantaloons Fashion & Retail Limited were formed after the
consolidation of the branded apparel businesses of Aditya Birla Group comprising
Aditya Birla Nuvo Ltd.'s (ABNL) Madura Fashion division and ABNL's

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subsidiaries Pantaloons Fashion & Retail Limited (PFRL) and Madura Garments
Lifestyle Retail Company Limited (MGLRCL) in May 2015. Post consolidation;
PFRL was renamed as Aditya Birla Fashion and Retail Limited with effect from 12
January 2016. ABFRL is India's No 1 Fashion Lifestyle entity.
Vishal Retail Ltd is one of the fastest-growing retailing groups in India. The
company offers a portfolio of products including apparel, non-apparel, and fast-
moving consumer goods. The company sells readymade apparel and household
merchandise. The company's subsidiaries include VRL Foods Ltd VRL Movers
Ltd VRL Consumers Goods Ltd VRL Fashions Ltd and VRL Infrastructure Ltd.

2. Potential of new entrants into the industry

Indian retail is subject to the highest degree of competition. Since the structure of
the retail business is unorganized hence the possibility of new players entering the
game is high. But the cost of distribution and reaching a shelf in the retail shop is
high for the competitors as the market share of ITC is high.

3. Power of suppliers
The power of suppliers will entirely depend on the sale of the current stock present
in the stores at Zudio, they have always been stocked up and profit is barging the
targets each month. Once they start selling on multiple platforms the request for
new supplies will never be ending.

4. Power of customers
Customers are termed as a god. In the retail business, the least price and the quality
product is the best arrangement. Once the customers get the taste of this
combination, they are never going back to the other choices, however, the good
deal may lure them. Also, word of mouth is the strongest way of marketing. So this
gives leverage to the customers and the company blooms as it grows.

5. Threat of substitute products

The threat mostly will come from equal marketers, however, this business of
clothing line that too in the retail business has a lot of competition. The gap can

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only be created once they start delivering what they promise. If for example, we
say, Zudio raises the prices of the clothing line they sell, initially, they will make a
profit, but in the long run, it will become absolute as the target customer will not
be shopping from Zudio. In these, times competition like V2, lifestyle, etc can
overlap the business.

CHAPTER:- 3
(RESEARCH METHODOLOGY)

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 RESEARCH METHODOLOGY

Research methodology simply refers to the “how” of any given piece of

research. More specifically, it’s about how a researcher systematically
designs a study to ensure valid and reliable results that address the
research aims and objectives.
For example, how did the researcher go about Deciding:
1. What data to collect (and what data to ignore)
2. Who to collect it from (in research, this is called “sampling design”)
3. How to collect it (this is called “data collection methods”)
4. How to analyze it (this is called “data analysis methods”)
Qualitative research refers to research which focuses on collecting and
analyzing words (written or spoken) and textual data, whereas
quantitative research focuses on measurement and testing using
numerical data. Qualitative analysis can also focus on other “softer”
data points, such as body language or visual elements.
There are many different options in terms of how you go about
collecting data for your study. However, these options can be grouped
into the following types: Interviews (which can be unstructured, semi-
structured or structured) Focus groups and group interviews

• Surveys (online or physical surveys)

• Observations
• Documents and records
• Case studies

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Qualitative data analysis
Qualitative data is usually in spoken or written information, such as
interview transcripts, video and audio recordings, notes, images, and
text documents. Qualitative data analysis involves identifying common
patterns in participants' responses and critically analyzing them to
achieve research aims and objectives. The most used qualitative data
analysis methods are: Content analysis: This is one of the most common
methods used to analyze documented information and is usually used to
analyze interviewees' responses. Narrative analysis: Researchers use
this method to analyze content from several sources, including
interviews, observations, and surveys. It focuses on using people's
stories and experiences to answer research questions. Discourse
analysis: This method analyzes spoken or written language in its social
context and aims to understand how people use language in day to-day
situations.
Research Design: The research design for this study is a mixed-methods
approach, which combines quantitative and qualitative data collection
and analysis methods. The quantitative data collection method is a
survey, which will be used to collect data on customer experience and
satisfaction levels before and after digital transformation. The
qualitative data collection method is a series of interviews with Reliance
Retail employees, including customer service representatives and
managers, to gain insights into the company's digital transformation
efforts and their impact on the customer experience.

Data Collection: The survey will be distributed to a random sample of

Reliance Retail customers who have shopped at least once in the past
six months. The survey will be administered through an online platform,
and participants will be asked to rate their experience on a Likert scale

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before and after digital transformation. The interviews will be
conducted with a purposive sample of Reliance Retail employees who
have direct experience with customer service and management before
and after digital transformation.

Data Analysis: Quantitative data from the survey will be analyzed using
descriptive statistics and inferential statistics, such as t-tests and
ANOVA, to determine if there are significant differences in customer
satisfaction levels before and after digital transformation. Qualitative
data from the interviews will be analyzed using a thematic analysis
approach to identify common themes and patterns.
Limitations: The study's limitations include potential response bias
from the survey and the small sample size of the interviews. However,
efforts will be made to minimize these limitations by ensuring a diverse
and representative sample for the survey and a purposive sample for the
interviews.
Overall, the mixed-methods approach will provide a comprehensive
understanding of the impact of digital transformation on customer
experience in Reliance Retail, taking into account both quantitative
and qualitative data.

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 CHAPTER:- 4
(FINDING)

SURVEY:-
A survey form is a tool used to collect data from individuals about their
opinions, beliefs, attitudes, and behaviours related to a specific topic.
The survey form typically includes a set of questions that are designed
to elicit information about the topic of interest. The questions can be
open- ended or closed-ended, depending on the type of information
being sought.

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In a survey form, questions are often structured in a logical sequence to
facilitate ease of response and to encourage respondents to provide
honest and thoughtful answers. The questions may be multiple-choice,
yes/no, or on a scale, depending on the type of information that is
required. Additionally, demographic questions such as age, gender,
income, and education may be included to help researchers understand
how different groups of people respond to the questions.
Survey forms can be administered in various ways, such as paper-based,
online, telephone, or face-to-face. In the case of online survey forms,
respondents can complete the survey at their convenience, and
responses are typically collected and stored in a database for later
analysis. Telephone and face-to-face surveys are typically more
expensive but provide the advantage of direct interaction with the
respondent, allowing for more in-depth questioning and probing.
Survey forms are widely used in social science research, market
research, and opinion polling. They provide a structured way to collect
data from a large sample of individuals quickly and efficiently.
However, it is important to note that survey data can be subject to
response bias, where respondents may not provide accurate or truthful
responses, or may misunderstand the questions being asked. Therefore,
it is important to design survey forms carefully, pre-test them with a
small sample of respondents, and analyse the data with appropriate
statistical methods.

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 • RESEARCH DESIGN
✓ My project research design is descriptive in nature.
✓ Descriptive Research Design: In a descriptive research design, a
researcher is solely interested in describing the situation or case
under his/her research study.

• SAMPLE SIZE
✓ The Sampling Size obtained in my project is 35 from the reliance
customers.

✓ SAMPLING TECHNIQUE Sampling Technique used in this project

is Non-probability Convenience Sampling.
✓ A convenience sample is a type of non-probability sampling method
where the sample is taken from a group of people easy to contact or
to reach.

• METHOD OF DATA COLLECTION

✓ Primary data – primary data is that data which is collected for the
first time. These data are basically observed and collected by the
researcher for the first time.
✓ I have used primary data for my project work.
• DATA COLLECTION TOOL
✓ Data is collected by way of Google forms- Questionnaire.

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 CHAPTER:- 5
(Data Analysis & Interpretation)

 Data Analysis & Interpretation:

Gender-

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The gender section of a research report should include information about the
gender of the study participants. This information can be used to assess the
generalizability of the findings to different populations. The gender section
should include the following information
➢ 46.4% are male responders.
➢ 53.6%are female responders.

Age Group:-

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In this survey age group of people are as follows –
• 29% are people below age 20.
• 62.3%people are from age 21-26.
• And 7.2% people are above 27-35.

Which medium people use to buy goods –

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 CHAPTER-6
(CONCLUSION & REFERENCES)

SUGGESTIONS & RECOMMENDATIONS-

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1. Expand product range: While Zudio offers a good variety of clothing
and accessories, consider expanding the product range to include
additional categories such as footwear, beauty products, and home
decor. This will provide customers with a more comprehensive
shopping experience and increase the chances of repeat visits.

2. Emphasize online presence: In today's digital age, it's essential for

retail brands to have a strong online presence. Invest in creating a user-
friendly and visually appealing website where customers can browse and
purchase products online. Implement robust e-commerce features,
including secure payment options and efficient order fulfillment.

3. Enhance in-store experience: Focus on creating an engaging and

enjoyable in-store shopping experience. Ensure that stores are well-
organized, clean, and have helpful staff members available to assist
customers. Consider incorporating interactive elements, such as
touchscreen displays or digital kiosks, to provide additional product
information and outfit suggestions.

4. Collaborate with influencers: Leverage the power of social media

by partnering with influencers and fashion bloggers who align with
Zudio's target audience. Collaborations can help generate buzz, increase
brand awareness, and attract new customers. Encourage influencers to
showcase Zudio products through styled outfits or product reviews

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CONCLUSION

In conclusion, the customer satisfaction report on Zudio indicates that the

brand has been successful in meeting the needs and expectations of its
customers. Through its focus on affordable and trendy fashion, Zudio has
provided a valuable option for price-conscious consumers in India. The brand's
ability to offer a wide variety of clothing choices for men, women, and
children has catered to a diverse customer base.

Zudio's commitment to affordability and accessibility has resonated with

customers, leading to positive feedback and high levels of satisfaction. The
brand's competitive pricing has enabled customers to stay up-to-date with the
latest fashion trends without breaking their budgets. By offering fashion-
forward products at reasonable prices, Zudio has filled a gap in the market and
provided an alternative to high-end, premium brands.

Furthermore, the report highlights the significance of Zudio's contribution to

the growth of the organized retail sector in India. With its expansion plans and
emphasis on online presence, Zudio has successfully embraced digital
transformation and catered to the evolving preferences of customers in the
digital age. The brand's investment in user-friendly websites and e-commerce
capabilities has made it convenient for customers to browse and purchase
products online.

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 The report also recognizes Zudio's alignment with sustainability and ethical
fashion movements. By encouraging customers to opt for affordable fashion
choices, Zudio promotes a more conscious approach to clothing consumption.
This supports the broader goal of reducing the environmental impact of the
fashion industry and resonates with socially responsible customers.

In conclusion, Zudio's commitment to affordability, accessibility, and

sustainability has resulted in high levels of customer satisfaction. The brand's
expansion plans, focus on online presence, and engagement with influencers
have helped it stay relevant in a competitive market. By continuing to
prioritize customer needs, enhance the shopping experience, and embrace
responsible practices, Zudio is well- positioned to maintain and further
enhance customer satisfaction in the future.

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REFERENCES

https://www.linkedin.com/pulse/zudio-a-fashion-zenith-
divyanjali-sinha

https://www.mallsmarket.com/brands/zudio#:~:text=Establish
ed%20in%201998%20and%20part,varied%20shopping%20ne
eds%20of%20customers

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