CHAPTER 1

INTRODUCTION

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 INTRODUCTION
In marketing, the phrase "customer satisfaction" is commonly used. It evaluates whether a company's
goods and services match or exceed consumer expectations. The proportion of customers, or percentages
of all customers, reporting positive experiences with a business, its goods or services, or its ratings, is
known as customer satisfaction.

The degree to which a product or service satisfies a customer's expectations or demands is referred to as
consumer satisfaction. The consumer is deemed satisfied when they see that their demands have been
addressed and their expectations have been surpassed. Customer happiness is frequently used as a
yardstick for evaluating a business's performance and maybe a significant predictor of repeat business.
Product quality, pricing, features, design, and customer service are all elements that might affect how
satisfied customers are with a product. A variety of techniques, including surveys, interviews, focus
groups, and observational research, can be used to gauge customer happiness. To promote consumer
happiness and loyalty, businesses may utilize this data to enhance their goods and services, create new
marketing campaigns, and pinpoint problem areas.

The goal of this study is to find out how satisfied customers are with Raymond Apparel, one of the top
apparel brands in India. It is critical for businesses to comprehend the demands and wishes of their clients
in order to succeed as the fashion industry develops and becomes more competitive. This research intends
to obtain insightful data on customers' interactions with Raymond Apparel, including their opinions of the
brand, the calibre of the products, the cost, the level of customer service, and their overall happiness. The
results of this survey will be utilized to pinpoint areas that need improvement and to guide initiatives for
raising client happiness and brand loyalty. Customers of Raymond will be surveyed, interviewed, and
observed as part of the study in order to gather data.

Customer satisfaction is a term frequently used in marketing. It is a measure of how products and services
by a company meet or surpass customer expectations. Customer satisfaction is defined as the number of
customers, or percentages of total customers, whose reported experience with a firm, its products, or its
services or its ratings exceeds specified satisfaction goals. The goal of every company should be to make
its customers satisfied. Satisfied customers will come again and might stay as customers for a longer
period. It is important for the company to care for and appreciate the customers. If the company can make
the customer satisfied the customer will come back again and the customers might tell some of their
friends about the good service they got. Customer satisfaction is the customer’s overall impression about
the supplier and the products and services delivered by the supplier. The factors affecting customer
satisfaction include department-wise capability suppliers, technological aspects, and various other factors.
The factors could be widely classified under two categories i.e., supplier's behaviour and performance of
products and services. The supplier's behaviour mostly depends on the behaviour of its senior
subordinates, managers, and internal employees. All the functional activities like customer response,
direct product and maintenance services, complaint management, etc. are the factors that rely on showing
skill and training the internal and human resources of the supplier. The second category is regarding all
the products and services. This depends on the capability of the supplier to how to nurture the products
and services efficiently and how skilled the employees are. It's all about how the skills are implemented to

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demonstrate engineering, re-engineering and technological aspects of the products and services. The
quality and effectiveness of the products is also important to factor that enables compatible and hassle-
free functions and operations. This bear lower maintenance and higher life of the product, which is highly
admired by the customers. Steps to increase customer satisfaction includes justifying the sale with social
proof, surprising customers with a bonus and offering free product training and support.

In order to conduct research on customer satisfaction with Raymond Apparel, feedback from consumers
who have purchased apparel or other items from the business must be gathered. This could entail asking
people questions in interviews or surveys or seeing how people engage with a brand. Several facets of the
consumer experience, including product quality, pricing, customer service, and general brand satisfaction,
would likely be the subject of the study. The study's objective is to pinpoint the company's strong points
and areas for development in order to boost client loyalty and satisfaction.

History of Raymond in India

The most integrated producer of worsted fabric in the world, Raymond Limited is a well-known Indian
lifestyle, textile, and branded clothes company with investments in engineering (files, power tools, and
auto components), FMCG, and real estate. As the Raymond Woolen Mill, it was established in the Thane
Creek area in 1925. The company's corporate headquarters are in Mumbai.

The three primary business divisions of the company are textiles, engineering, and aviation. The
company's textile division has over 400 distinct retail stores and over 4,000 multi-brand outlets in the
domestic market. Through 30,000 stores, suits are available in more than 400 Indian towns. Additionally,
an exclusive chain is present in more than 150 Indian cities and other countries, with products shipped to
more than 55 nations, including the United States, Canada, Europe, Japan, and the Middle East.

In 1958, the first upscale Raymond Retail storefront, King's Corner, debuted in Bombay's Ballard Estate.
The business had established a new combing division in 1964. An era of vertical integration that
facilitated the processing of multiple fibres and technological advancements to create mixed fabrics came
next. In 1968, Raymond established a factory for ready-to-wear clothing in Thane. Since then, Raymond's
segment for ready-to-wear clothing has expanded quickly. To address the rising demand for worsted
woollen fabrics in 1979, a new production plant was built in Jalgaon. When Vijay pat Singhania assumed
control of the business in 1980, he gave Raymond new life and turned it into an advanced manufacturing
conglomerate. Men who prefer to dress well and stay up to date on styles and fashion can find a complete
wardrobe solution with Park Avenue, the company's premium lifestyle brand, which was introduced in
1986. The first Raymond showroom was established in Oman during the 1990s, expanding the company's
reach beyond local operations.

Another brand-new production facility was established in 1991 at Chinaware, close to Nagpur. Since
1996, Raymond's denim has been available, along with the Renaissance Collection consisting of Merino
wool combined with polyester and specialty fibres (Super 100S to Super 1405). In India, the company

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started offering air charter services in 1996. In 1999, Raymond introduced "Parx," a high-end casual
clothing brand that offered customers a variety of semi-formal and casual attire.

'Be,' an exclusive brand of ready-to-wear designer apparel for men and women, was introduced in 2000
after a year. In order to manufacture suits and formal pants primarily for export markets, Raymond
established "Silver Spark Apparel Ltd." in 2003. The same year, the business also acquired ColorPlus.
Super 2205 textiles, sold as part of the Chairman's Collection, dominated the market in 2004. The
company established a cutting-edge denim wear facility called "Ever blue Apparel Ltd." in 2005, close to
Bangalore. The same year, "Celebrations Apparel Ltd." was launched to produce formal shirts.

With the development of the world's finest worsted-suiting textiles, the Super 230s, made of 11.8-micron
wool, Raymond accomplished a remarkable feat and a historic milestone. 2006 saw the construction of
Raymond's third-worst unit in Gujarat's Vapi and the opening of an Italian design studio with cutting-edge
design capabilities for both domestic and export brands. As part of the company's joint venture with
Gruppo Zambaiti, Raymond established the top-tier carded woollen plant, Raymond Fedora Ltd, in
Jalgaon and established a Greenfield shirting business at Kolhapur that produces high-value cotton
shirting.

Launched the Zapp kids wear brand, opening the first location in Ahmedabad. In order to open 60 GAS
exclusive brand locations during the 2006–2007 fiscal year, the business formed a joint venture with the
Italian clothing retailer Grotto (EBOs). Also in 2007, Raymond establishes a joint venture with Treves
SA, worth USD 1.3 billion French, to enter the automotive furnishings market. In Kochi's Ernakulam
neighbourhood, Raymond debuted the upscale Zapp flagship store in October 2007. In December 2007,
the company decided to introduce its 80-year-old brand Raymond into the branded ready-made clothing
category. Less than two years after it was established, the equal joint venture (JV) between Raymond and
the Italian fashion house Grotto discovered it was in jeopardy. It is known that Grotto will consider its
options for leaving the JV in August 2008. Raymond intends to expand its retail space from 433 to 950
locations, and it anticipates an increase in revenue from the stores from the current Rs 7 billion to Rs 11
billion to Rs 12 billion in 2009 2010. Small towns will be home to most of these establishments.

The business finished the restructuring process there during the 2014 fiscal year by transferring the
Bangalore suit manufacturing factory as a continuing concern on a slump sale basis to its fully owned
subsidiary, Silver Spark Apparels Limited, with effect from 1 October 2013. This restructuring effort
resulted in the consolidation of the suit manufacturing business into Silver Spark Apparels Limited. In
light of this endeavour, the Company's standalone performance for FY 2014 is absolutely incomparable to
that of FY 2013.

Scope of study

The scope of this study is to examine customer satisfaction “with reference to Raymond apparel” and find
possible remedies to counteract their competition. The study involves surveying customers about their
experiences with the brand, analysing customer feedback and reviews, and studying sales data to gain
insight into customer preferences and satisfaction levels. Also, data will give insight into customer
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preferences and perceptions of the brand, as well as analyse sales data to determine the effectiveness of
current marketing and sales strategies. The goal of the research is likely to identify areas where Raymond
can improve its products or services to better meet the needs of its customers.

The study will also involve surveying customers to gather information on their satisfaction levels with the
products and services offered by Raymond and to identify areas where the company can improve. The
goal of the research is to provide valuable insights into Raymond’s brand, which will help to improve the
overall customer experience and increase brand loyalty.

The data collected will be analysed using questionnaire methods. However, it is important to note that the
study has some limitations, as it is only focused on current customers of Raymond Apparel and may not
be generalizable to individuals who have never purchased from the brand.

Statement of problem

Consumer markets nowadays are too competitive to increase profit and increase market share. Companies
make a variety of attempts to achieve their goals. Most businesses strive to turn potential clients into loyal
patrons. These surveys were carried out to determine consumer satisfaction with Raymond apparel in
order to deliver the most benefits and convenience to the customers while making excellent use of
resources.

CUSTOMER SATISFACTION
Customer satisfaction, a business term, is a measure of how products and services supplied by a company
meet or surpass customer expectation. It is seen as a key performance indicator within business and is part
of the four of a Balanced Scorecard.
In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a
key differentiator and increasingly has become a key element of business strategy.
However, the importance of customer satisfaction diminishes when a firm has increased bargaining
power. There is a substantial body of empirical literature that establishes the benefits of customer
satisfaction for firms.

Customer Satisfaction Process – Five Steps

Step 1 – Understanding Customer Expectations

We must know what our customers expect from us. We must work with our customers to precisely learn
their expectations. Customer Expectations differ by region by country

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Step 2- Promises to Customers Set promises that can be kept
• Aim to exceed expectations rather than to meet them
• Delight customers by surprising them (Surprise is something not promised, yet delivered)

Step 3 – Execution
• Products and Services are provided to customers
• Customers had certain expectations before products/services were delivered
• Depending if these expectations were met, not met, or exceeded customer experiences certain level of
“Customer Satisfaction”
• Occasionally there are problems with products/services provided
• A problem can be fixed during the initial call or a visit (first contact resolution), or a ticket is opened
• Tickets are worked on. Customer problems are eventually solved
• Depending on how the Problem Resolution is handled customer experiences certain level of “Customer
Satisfaction”

Step 4 - Ongoing Dialog with a Customer

• Executive meetings
• User Group meetings
• Other meetings

Step 5 - Customer Satisfaction Surveys

• Customer Satisfaction Surveys
• Event Driven Surveys
• Internal Indicators of Customer Satisfaction
• Tickets Resolved Within Objectives
• Tickets Overdue
• Resolve Time
• Response Time

Factors affecting Customer Satisfaction

Customer satisfaction is the overall impression of customer about the supplier and the products and
services delivered by the supplier. Following are the important factors that could affect customer
satisfaction:

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▪ Department wise capability of the supplier.
▪ Technological and engineering or re-engineering aspects of products and services.
▪ Type and quality of response provided by the supplier.
▪ Supplier’s capability to commit on deadlines and how efficiently they are met.
▪ Customer service provided by the supplier.
▪ Complaint management.
▪ Cost, quality, performance and efficiency of the product.
▪ Supplier’s personal facets like etiquettes and friendliness.
▪ Supplier’s ability to manage whole customer life cycle.
▪ Compatible and hassle-free functions and operations.

Benefits of customer satisfaction

A benefit of creating highly satisfied (delighted) customers who are loyal to the organization is that they
also spread positive word-of-mouth by, in essence, becoming a walking, talking advertisement for the
firm. If there are many delighted customers spreading positive word-of-mouth communication, this then
lowers the cost of promotion to attract new customers. This benefit is particularly important among
professional services firms such as lawyers and accountants where word-of-mouth and reputation are key
sources of information for new clients.
As we have already discovered, highly satisfied customers are more forgiving, therefore the firm can
occasionally slip up and not and lose customers. Having highly satisfied customers then, is like having an
insurance policy against something going wrong in the service encounter.
Essentially, customer satisfaction can be seen as a means of achieving business goals as well as being a
source of sustainable competitive advantage. Now read what your text has to say about customer
satisfaction and how it can be measured.

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 CHAPTER 2

COMPANY PROFILE

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 COMPANY PROFILE

A 100% subsidiary of Raymond Limited, Raymond Apparel Ltd. (RAL) ranks amongst India's largest and
most respected apparel companies. We bring to our customers the best of fabric and style through some of
the country’s most prestigious brands – Raymond Premium Apparel, Manzoni, Park Avenue, Colour Plus,
Parx, Notting Hill and Zapp!
RAL entered into the ready-to-wear business with the introduction of Park Avenue in 1986 catering to the
men's formal wear market. Parx was launched in 1998 to address the growing trend of smart casuals. In
2000, Manzoni, a luxury lifestyle brand was launched offering a super-premium formal range of men's
shirts, suits, trousers, jackets, ties and leather accessories. Raymond identified the vacuum for a high end,
casual wear brand and hence decided to acquire Colo Plus as a part of strategic expansion plan for their
ready-to-wear business. Notting Hill was launched in 2007 to cater to the popular price segment. In
addition to this, Raymond Apparel has also ventured into the kids wear segment with its exclusive brand
Zapp!
Crossing the gender divide two of our brands, Park Avenue and Colo Plus recently launched the Western
Women's wear collections. 'Park Avenue Woman'- A complete range of Premium Business Wear for
women is designed especially for the working women professionals of today. 'Colo Plus Woman'- An
exclusive range of smart-casual clothing is inspired by the independent, discerning and multi-faceted
women of today.
RAL's aesthetically built Design Studio in Thane (India) is well equipped with state-of-the-art designing
facilities, which stimulate and nurture the creative energies of the Design Team. Their efforts are
complimented by a research team, which keeps a close watch on international fashion forecasts and
design trends. A Design Studio has also been set up in Italy, which has further enhanced our reputation in
providing cutting edge design solutions of an international standard.
All our brands are available at exclusive brand stores, ‘The Raymond Shop’ retail outlets and multi-brand
outlets across India and the Middle East.

BRAND PORTFOLIO

Raymond Premium Apparel

Raymond Premium Apparel is a premium formal wear brand which is positioned to offer classic garments
with impeccable fits and inviting styles to the Global Indian. Needless to say, that the product is made
only from premium Raymond fabrics.

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Manzoni
Manzoni is a luxury lifestyle brand providing the best in contemporary international style & luxury. The
brand offers the discerning customer a super-premium range of suits, trousers, jackets, shirts, and
accessories such as ties, cufflinks, belts, socks, shoes and leather bags.

Park Avenue
Park Avenue is a premium contemporary formal wear brand and the single largest formal and occasion
wear brand in India. Park Avenue has been constantly reinventing itself successfully addressing the
changing needs of the consumer – whether in formalwear, relaxed work wear, heritage wear or evening
wear.

Park Avenue Woman

Park Avenue Woman is a complete range of Business Wear for women. ‘Park Avenue Woman’ is designed
especially for the working women professionals of today.

Colo Plus
Colo Plus is among the largest premium category smart casual wear brand in the country. The company
acquired by Raymond caters to the growing demand for a high-end, casual wear brand in India. Some of
the technological innovations by Colour Plus are thermo-fused buttons, golf ball wash, soft jeans, wrinkle
free technology, stain-free fabric, and cone dyed technique.

Colour Plus Woman

An exclusive range of smart-casual clothing – the Colour Plus Women's Wear is inspired by the
independent, discerning and multi-faceted women of today. Colour Plus now offers her a varied choice of
clothes and accessories to take care of her different needs.
Parx is a premium casual lifestyle brand, which is positioned to cater to the needs of consumers who are
looking for dressing up for life across occasions and events. Parx makes available the latest international
trends through differentiated designs and styles. It has always been part of the consumer who is looking at
making lifestyle statements.

Notting Hill
Notting Hill reflects style and manifests originality of today's fashion conscious and discerning young
professionals at an affordable price. With exceptional fits, styling and colour range. Notting Hill promises
to be an instant hit with the young working professionals.

Zapp!
The burgeoning children's wear market has now turned stylish with Zapp! - A stylish offering child in the
age group of 4-12 can choose from a wide range of clothes, accessories, bed and bath linen and more. The

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exclusive brand covers the spectrum of children's lifestyle products that includes an entire range of
children's apparel and accessories.
The Raymond Group was incorporated in 1925 and within a span of a few years, transformed from being
an Indian textile major to a global conglomerate.
In our endeavour to keep nurturing quality and leadership, we always choose the path untaken - from
being the first in 1959 to introduce a polyol blend in India to creating the world's finest suiting fabric the
Super 240s made from the superfine 11.6-micron wool.
Today, the Raymond group is vertically and horizontally integrated to provide customers total textile
solutions. Few companies globally have such a diverse product range of nearly 20,000 varieties of
worsted suiting to cater to customers across age groups, occasions and styles.
We manufacture for the world the finest fabrics - from wool-to-wool blended worsted suiting to specialty
ring denims as well as high value shirting.
After making a mark in textiles, Raymond forayed into garmenting through highly successful ventures
like Silver Spark Apparel Ltd. and Regency Texters Portuguesa Lad (for fine Tailored Suits, Trousers and
Jackets), Ever Blue Apparel Ltd. (Jeanswear) and Celebrations Apparel Ltd. (Shirts).
We also have some of the most highly respected apparel brands in our portfolio: Raymond, Raymond
Finely Crafted Garments, Manzoni, Park Avenue, Colour Plus, Parx, Zapp! and Notting Hill.
The Raymond Group also has an expansive retail presence established through the exclusive chain of 'The
Raymond Shop' and stand-alone brand stores for Raymond Finely Crafted Garments, Manzoni, Park
Avenue, Colour Plus, Parx, Zapp! and Notting Hill.
With a US$600 million turnover we are today one of the largest players in fabrics, designer wear, denim,
cosmetics & toiletries, engineering files & tools, prophylactics and air charter services in national and
international markets. All our plants are ISO certified, leveraging on cutting-edge technology that adheres
to the highest quality parameters while also being environment friendly.

OUR GROUP COMPANIES

• Raymond Ltd.
Raymond Ltd. is among the largest integrated manufacturers of worsted fabrics in the world.

• Raymond Apparel Ltd.

Raymond Apparel Ltd. has in its folio some of the most highly regarded apparel brands in India –
Raymond Finely Crafted Garments, Manzoni, Park Avenue for Men & Women, Colo Plus for Men &
Women, Parx, Be: and Zapp! and Notting Hill.

• Colo Plus Fashions Ltd.

Colo Plus is among the largest smart casual brands in the premium category. The company was acquired
by Raymond to cater to the growing demand for a high end, casual wear brand in the country for Men &
Women.
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• Silver Spark Apparel Ltd.
A garmenting facility that manufactures formal suits, trousers and jackets.

• Regency Texters Portuguesa Lad

A facility set-up in northern Portugal bordering Spain, in Caminha for manufacturing suits, jackets and
trousers.

• Ever Blue Apparel Ltd.

A state-of-the-art denim garmenting facility.

• Celebrations Apparel Ltd.

A facility set-up for the manufacture of formal shirts.

• J.K. Files & Tools

A leading player in the Engineering Files & Tools segment and the largest producer of steel files in the
world.

• Ring Plus Aqua Ltd.

A leading manufacturer in the engineering automotive components.

• J.K. Helene Curtis Ltd.

A leading player in the grooming, accessories and toiletries category.

• J.K. Investor Trade (India) Ltd.

JKIT is an investment company registered with Reserve Bank of India as Non-Banking Financial
Company Milestones

Milestones

• 1925 - Setup of The Raymond Woollen mill in the area around Thane creek.
• 1944: Lala Kailash pat Singhania took over The Raymond Woollen Mill. The mill was primarily making
cheap and coarse woollen blankets, and modest quantities of low-priced woollen fabrics.
• 1950 - Setup of a new manufacturing activity for making indigenous engineering files known as JK
Files & Tools. This has now become the largest facility of its kind in the world.
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• 1958 - The first exclusive Raymond Retail showroom, King's Corner, was opened in 1958 at Ballard
Estate in Bombay.
• 1964 - Setup of a new Combing Division. This was followed by a phase of vertical integration,
facilitating in the processing of multi-fibres and technology improvements to make blended fabrics.
• 1968 - Raymond setup a readymade garments plant at Thane. The readymade garments division of
Raymond has since then grown rapidly. Raymond has now become the leader among ready-mades, in
India, achieving a business turnover of over Rs. 2000 million.
• 1979 - A new manufacturing facility was set up at Jalgaon, to meet the increasing demand for worsted
woollen fabrics.
• 1980: Vijay pat Singhania took over the reins of the company. He injected fresh vigour into Raymond,
transforming it into a modern, industrial conglomerate.
• 1986 - Launch of "Park Avenue", the premium lifestyle brand providing a complete wardrobe solution
to the men who like to dress well & be current on styles & fashion.
• 1990 - The first showroom abroad for Raymond in Oman.
• 1991 - A new manufacturing facility was set up at Chinaware, near Nagpur.
• 1995: Superfine pure wool collection under the Lineage Line (Super 100S to Super 140S).
• 1996: The Renaissance Collection made of Merino wool blended with polyester and specialty fibres
(Super 100S to Super 140S).
• 1996: Raymond's denim; focusing on quality, innovation and the creation of exclusive products that
have always caught the eye of some of the world's leading denimwear brands. Its designs have always
kept pace with the changing styles and cuts found in every youngster's closet. With a 40 million meters
capacity, Raymond today ranks amongst the top 2 producers of ring denim in India
• 1999: The Chairman's Collection of Super 150S made from Merino Wool and Cashmere followed by
Super 160S to Super 190S.
• 1999: Launch of "Parx", a premium casual wear brand bringing customers a range of semi-formal and
casual clothes.
• 2000: Launch of "Be:", exclusive prêt line of ready-to-wear designer clothing for men and women.
• 2002: Acquisition of Colo Plus.
• 2003: Setup of 'Silver Spark Apparel Ltd.' for manufacturing suits and formal trousers catering largely to
export markets.
• 2004: Super 220S fabrics under the Chairman's Collection.
• 2005: Setup of state-of-the art jeanswear facility 'Ever blue Apparel Ltd.' near Bangalore.
• 2005: Setup of state-of-the art facility 'Celebrations Apparel Ltd.' for the manufacturing of formal shirts.
• 2005: Raymond achieved a rare feat and a historical milestone with the creation of the world's finest
worsted-suiting fabrics from the finest wool ever produced in the world- The Super 230s made up of 11.8
micron of wool.
• 2005: Launch of 'Expressions' an exquisite collection of all wool and polyol suiting specially crafted
using exotic fibres like Cashmere, Angora, Mohair, Bamboo, Casein.

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• 2006 Set of Raymond's third worsted unit at Vapi in Gujarat. Raymond now has 3 states of the art units
with a combined capacity of 31 million meters of worsted fabric.
• 2006 Launch of design studio in Italy for cutting edge design capabilities for exports and domestic
brands.
• 2006: Set up of world class carded woollen unit, Raymond Fedora Ltd, in Jalgaon. • 2006 Set up of
greenfield shirting unit at Kolhapur producing high value cotton shirting. This facility is set up as part of
the company's JV with Gruppo Zambaiti.
• 2006 Set up of J.K. Talbot Ltd - JV with MOB, France for the manufacturing of files and rasps.
• 2006 Launch of Zapp! our kids wear brand with first store in Ahmedabad.
• 2007 Entered into Joint Venture to retail premium brand ‘GAS’ in India.
• 2007 Launch of new brands for women’s wear.
• 2008 Launch of 'Raymond Finely Crafted Garments' – readymade apparel under Raymond brand. • 2008
Launch of 'Neckties & More' - New format store for accessories.

AWARDS & RECOGNITION

TEXTILES

• Images Fashion Awards 2009 - Most Admired Textile Brand of the Year
• Reader's Digest - Platinum Trusted Brand, 2008
• Lycra Images Fashion Awards 2008 - Most Admired Textile Brand of the Year • Lycra Images Fashion
Awards 2008 - Most Admired Suiting Brand of the Year
• CNBC Consumer Award 2007 - The Best Branded Readymade Garment and Textile

BRANDS

Park Avenue

• Images Fashion Awards 2009 - Most Admired Menswear Brand of the Year
• Lycra Images Fashion Awards 2008 - Most Innovative Lycra Brand of the Year

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J.K. FILES & TOOLS

Engineering Export Promotion Council (EEPC) of India - 'All India Export Award' for being the Star
Performer of 2006 in the Hand tools Category

INTERNATIONAL BUSINESS

DHL & CNBC TV18 International Trade Awards 2006-07 - 'Outstanding Exporter Award' in the
engineering category.

HR

ACCOR Services - (International Leaders and India's Foremost in Employee Benefits, Motivation and
Loyalty Solutions) - Presented the "GLOBAL HR EXCELLENCE AWARDS 2007-08" for the
Outstanding Contribution to the Cause of Education at the Asia Pacific HRM Congress .

PRODUCT RANGES

Tailored Clothing

We manufacture suits, jackets and trousers through Silver Spark Apparel Ltd. and Regency Texters
Portuguesa Lad, a wholly owned subsidiary of Raymond Ltd.
To meet the growing needs of our domestic and international clients, our plant has the capacity to produce
450,000 suits and jackets and 2.0 million trousers annually, a significant addition to our existing
capacities at Thane near Mumbai.

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HIGH – END JACKETS

We not only produce engineered (fused) jackets but also have the capability to produce high -end half
canvas jackets. This make-up offers the complete 'tailored' with 18-20 rows of blind stitch on the lapels,
guaranteeing a roll on the lapel, which is unmatched. The jackets are hand sewn to complete the tailored
look.

AT PAR WITH WORLD’S BEST

Our manufacturing capabilities are state-of-the-art:

• State-of-the-art fabric sponging equipment ensures the highest level of fabric consistency and relaxation,
which is essential for new age fabrics like Super 120s, 130s and Lycra blends.
• The cutting room is equipped with the latest generation fabric spreading and cutting machines from
Gerber. This combined with the fabric pinning system from Vieth, Germany ensures the best matching
standards on checks and stripe fabrics.
• 'Siro Set' is another specialty available at the plant.
• Computerized presses and drying chambers ensure consistency of our products. This technology,
developed and perfected in Japan is designed to impart a permanent finish to jacket seams and tailor
creases on trousers made from pure wool fabrics.
• Our automated sewing workstations are from Durk Opp Adler, Pfaff and Strobel, ensuring the consistent
steam quality in the assembly line.
• The manufacturing processes are largely conveyorized to ensure the seamless flow of garment
components to the assembly and thereon to the warehouse.
• Stringent quality control at every stage of the process ensures that each garment produced compares to
international standards.

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Jeanswear

A state-of-the-art jeanswear facility 'Ever blue Apparel Ltd.' has been set up in Dodaballapur, near
Bangalore.
The plant has the capacity to turn out 1.5 million garments per annum with integrated garment design,
sewing and washing operations. Our manufacturing capabilities are complimented by an in-house design
studio and sampling unit. Dedicated sample washing machines ensure quick turnaround of samples.

Today, we are the developing and manufacturing partners of leading global brands. This has been made
possible by the optimal use of modern technology.
• The use of a high degree of automation right from computerised Gerber spreader and cutter to laser
patterning and finishing.
• The stitching facility incorporates several automatic sewing workstations for consistency of work
execution, over locking and zipper attachments.
• The finishing unit consists of scraping spray booths, sand blasting and laser patterning to create special
effects on the denim.
• An in-house CPC controlled laundry, regarded as the best such facility in India for washing and dyeing
obtained from Europe. This ensures, that we can provide a wide variety of finishes to meet the diverse
tastes of our global customers.

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Dress Shirts

Our formal shirts have earned the reputation of being at par with the world's best. This has been made
possible through Celebrations Apparel Ltd, our new facility in Bangalore, which has a technical
collaboration with Flex Japan, one of the largest dress shirt manufacturers in Japan.
The plant has the capacity to manufacture over 1.5 million shirts per year.

AN EYE FOR DETAIL

We pay special attention to operations like armhole seam with single needle machines. We possess the
capability of manufacturing complete shirts using single needle machines. Oil free sewing machines and a
dust free environment ensure spotless whites and light colour shirts. Threads, interlinings, buttons and
other embellishments are sourced from the best suppliers across the globe to offer our customers the
highest quality products.
The layout of the manufacturing line has sufficient flexibility to adapt to smaller runs and style changes.
This flexibility permits the manufacture of both fused and non-fished collars and cuffs as per our
customer requirements

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BEHIND EACH SHIRT

Specialized machinery imported from renowned manufacturers from USA, Germany and Japan comprise
of automated spreading and cutting with an inbuilt system for matching checks and stripes. Pocket
creasing and pocket attach operations aided by SRP sewing machines make our unit one of the best shirt
making facilities in South Asia.

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 CHAPTER 3

LITERATURE
REVIEW

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 LITERATURE REVIEW
The phrase "consumer behaviour" refers to both the behaviour of the individual customer and the
behaviour of the business (Eze & Bello, 2016). Also, the study says that Understanding customer
behaviour is critical in designing and programming the marketing system; this assures that the company
will continue to thrive if it can provide consumer demands and wants with a thorough understanding of
them.

Prof. Ram Mohan (2014) In his study, Influence of product and place factors on consumer Buying
behaviour in Formal footwear sector, has found out that comfort, quality, durability, and brand are product
factors which influence the customer to buy a product. Along with this, it is also the location of purchase
and convenience in buying the influences frequency of purchase.

Simpson and Shetty (2017) did a vast study on India’s textile industry. The purpose of study is to analyse
India’s textile and apparel industry, its structural problems, market access barriers, and measurements
taken by government of India to enhance the industry’s competitiveness in the post – Multifibre
Agreement (MFA) era. The study also assesses India’s textile and apparel market potential and trade and
investment opportunities for U.S. firms.

Dr. Irfan Mumtaz K.S. (2019) Retailer’s brand awareness: An exploratory approach. He attempts to
describe the effect of retailers’ brand on the purchasing decision of the consumers. He opines that during
brand development, brand awareness is an essential tool to stand out in the market place. Retailers by
launching their own brand could tap the untapped and create positive brand awareness among consumers
about their products

Leena Janeja, R. Mohan Kumar, Jagbir Singh Kadyan (2019) Socio economic factors influencing the
buying behaviours with special reference to selected garments retail outlet in Chennai. The have found
out that the income level of a consumer influences his buying behaviour.
Customer delighted depends on facilities available in the store like fabric varieties, use of credit cards,
parking facilities, seasonal offers, discounts and so on. Consumer attributes like involvement, fashion
brand consciousness, loyalty, emotions differ from person to person. So, to attract and retain customers a
firm has to build up trust, reputation, and satisfaction in the minds of customers which has a greater
impact on apparel buying behaviour.

The study of (Lalitha et al., 2008) focuses on specific customers' brand preferences for shirts and pants.
The objectives of their study were to determine why customers choose branded shirts and pants over
unbranded ones, to determine the influence of branded clothing commercials on respondents' purchase
behaviour, and to identify the characteristics influencing customers when picking branded shirts or pants.
It is discovered that responders purchasing branded shirts and pants and splurging on branded apparel are
influenced by educational qualifications, employment position, age group, store convenience, and

21
marketing. According to the study, marketing has a limited impact on choosing a brand from the
readymade gown market. Customers purchase branded ready-to-wear for the quality and status indicators.

Customer satisfaction is a reaction (cognitive or affective) that happens at a certain time and is related to a
specific topic (i.e. a purchasing experience and/or the connected product) (i.e. post-purchase, post
consumption) (Carpenter et al., 1980). a rise in consumer satisfaction and repeat purchase rates, and the
development of loyalty are thought to effectively impact the effectiveness of leading to a competitive
advantage for businesses (Curtis et al., 2011). The study of (Jha & Mandal, 2021) listed some advantages
of customer satisfaction i.e., Customers that are extremely content (delighted) and devoted to the business
reap the benefits of positive word-of-mouth marketing by essentially acting as walking, talking billboards
for the company. The expense of advertising to draw in new clients will be reduced if there are lots of
satisfied customers distributing good word-of-mouth advertising. This benefit is especially significant for
businesses that provide professional services, like law firms and accounting companies, where word-of-
mouth and reputation are vital sources of information for potential clients.

The research of (Narang, 2006) "A Study on Branded Men's Clothing" was conducted in the city of
Lucknow with the goal of exploring the purchasing behaviour of customers of branded men's wear. The
goals of this research are to investigate the purchasing habits of purchasers of branded men's apparel, to
investigate the influence of advertising on buyer purchase decisions, and to investigate the impact of
promotional activities on consumer purchasing habits. The research was exploratory in nature, with the
goal of developing a notion regarding the purchasing behaviour of consumers of branded men's apparel,
as well as the influence of advertising on their purchase choice. According to the findings of this survey,
most customers visit branded clothing showrooms with the intent of purchasing.

The study of (Pathak, S. V., & Tripathi, 2009) an exploratory investigation undertaken in Delhi and the
National Capital Region. It more specifically focuses on customer purchasing behaviour in the Indian
context among modern retail forms. The study's objectives are to identify the elements that influence
buyer decisions among modern retail formats and to assess the comparative strength of these factors in
consumer purchasing decisions. Based on primary and secondary research, the authors conclude that
retailers frequently neglect the schemes and services expected by customers and attempt to force their
own offerings on them, resulting in discontent. Another study of (Stathopoulou & Balabanis, 2016)
reveals that symbolic benefits are more crucial for consumers' pleasure with the Loyalty Program at high-
end fashion stores, whereas utilitarian benefits boost that satisfaction in that store. Hedonic advantages
raise customers' pleasure with the Loyalty Program in both types of stores, but only in low-end fashion
retailing.

The model of (Islam et al., 2012) demonstrated that customer happiness and customer loyalty were
connected to service quality, and that consumer satisfaction was related to customer loyalty. In addition,
four dimensions (retailers’ image, price, quality, and brand image) and three dimensions (emotional,
social, and revisit intention) were used in this model to perceive customer satisfaction and customer
loyalty, respectively. These eight dimensions were policy, physical appearance, personal interaction,
convenience, product, promise, store size, and problem.

22
 CHAPTER 4

OBJECTIVE OF
STUDY

23
 OBJECTIVES OF THE STUDY
1. To know the factors affecting customer behaviour for making the purchase decision.

2. Find out the customer satisfaction towards Raymond’s fashion wear.

3. To understand customer satisfaction with Raymond clothing.

4. To understand the factors that influence the purchase of Raymond clothing.

SCOPE OF STUDY

The report is about Customer Satisfaction on Raymond’s wear and it helps us to know the Customer
Satisfaction provided by Raymond’s. It also helps to know about the different strategies used by
Raymond’s in Moradabad. It also helps us to know the demand of Raymond’s products and changing
needs of customer time to time . With the study we can give suggestion regarding customer satisfaction,
promotional offers offered and how far it is going to the customer expectation and to retain the existing
customer as well as attracting the new potential customer.

24
 CHAPTER 5

RESEARCH
METHEDOLOGY

25
 RESEARCH METHODOLOGY
The systematic approach to solving a research topic through the collection of data using various
approaches, the provision of an interpretation of the data collected, and the drawing of inferences from
the study data is known as methodology in research (Imed Bouchrika, 2022).

RESEARCH DESIGN

“The research design is the conceptual structure with in which research is conducted it consist the blue
print of the collection measurement and analysis of data”.
In that project the research design was adopted for the “Descriptive research study” the exploratory
research studies are that of formulating a problem for more operational point of view.
The main purpose of the study was to tell the consumer satisfaction in “A. The major emphasis was on
the discovery of the ideas and opinions of the customers at different levels in the existing environment.
Two methods that are used for the study are:
• The survey of concerning literature.
• The experience study

SAMPLE DESIGN

A sample design is a definite plan for obtaining a sample size from a given population. It refers to the
technique or the procedure the researcher would adopt in selecting items for the sample. The sample
design is determined before data are collected.
The sampling used for the study is “Convenience Sampling”. Under this sampling design every item or
the universe has equal change or inclusion in the sample because this consumer ‘Satisfaction survey, so
we give each person at any place an equal probability of getting into the sample.
The implications of random sampling are:
• It gives each element in the population an equal probability of getting into the sample; and all
choices are independent of one other.
• It gives each possible sample combination an equal probability of being chosen.

Nature of data

The study is based on the two types of data

26
• Primary data: Primary research entails collecting previously uncollected data. It can be gathered
through several means, such as interviews, surveys, observations, or self-conducted fieldwork.

• Secondary data: Secondary research is based on information that has previously been published and
data acquired from earlier investigations. Prior to conducting primary research, academics frequently
conduct secondary research to ascertain what data is not already available.

The present study employs descriptive cum analytical. Data Collection is done through primary resources
that is through self-administered questionnaire

Sample size: 50

Sample Design

Sampling is a fundamental part of statistics samples are collected to achieve an understanding of a

population because it is typically not feasible to observe all members of population

Nature of population

Raymond products users in Mittal School of Business Phagwara Sample Unit Sample unit is Raymond
products users in Mittal School of Business Phagwara

TYPES OF DATA
In the survey two types of data are collected.

Primary data: These data are those which are collected for the first time and therefore original in nature.
Secondary data: Data, which have already been collected by someone else and hence passed through the
statistical process.

DATA COLLECTION

PRIMARY DATA COLLECTION

For the collection of the primary data following methods were used:

27
Interview method:
Personal interview of the customer is taken at different levels to get their opinions and suggestions. And
the interview was structured in nature.
Questionnaire method:
Structured questionnaire on the basis of information collected from different sources. The questionnaire
both open and ended questions.

SECONDARY DATA COLLECTION

Secondary data were collected from the following sources:

• Books related to topic
• Organization documents
• Magazines
• Websites

STATISTICAL TOOLS

Statistical tools used in the project study are :

• Pie charts&
• Bar Graph.

Limitations of study

• One of the important of this study is based only on lovely professional University College the result
may not be taken as a universal suggestion.
• The customer’s perception may change in accordance with time, fashion, etc.
• The increasing number of competitors is also a leading disadvantage which makes it too hard to
speculate Raymond apparel.

28
 CHAPTER 6

DATA ANALYSIS
&
INTERPRETATIONS

29
 ANALYSIS OF DATA AND
INTERPRETATION

1. Classification of respondents on the basis of gender.

Gender No. of respondent Percentage

Male 34 68
Female 16 32
Total 50 100

80

70

60

50

40

30

20

10

0
Male Female

Percentage

Interpretation

The above table and graph analysis represents that 68% of the respondents are male and 32% of the
respondents are female.
It interprets that Majority of the respondents found in the survey are male 68%).

30
 2. Classification on the basis of respondent’s marital status.

Marital Status No. of respondent Percentage

Married 30 60
Unmarried 20 40
Total 50 100

70

60

50

40

30

20

10

0
Married Unmarried

Percentage

Interpretation

The above table and graph analysis represents that 67% of the respondents are married and the remaining
-40% respondents are unmarried.
It interprets that Majority of the respondents found in the survey are married (60%).

31
 3. Classification on the basis of respondent’s age groups.

Age group No. of respondent Percentage

Between 18 – 24 18 36
Between 25 – 34 8 16
Between 35 – 44 14 28
Above 45 10 20
Total 50 100

40

35

30

25

20

15

10

0
Between 18 – 24 Between 25 – 34 Between 35 – 44 Above 45

Percentage

Interpretation

The above table and graph analysis represents that 36% respondents are from the age group of between
18-24, 10% respondents true from the age group of between 25-24, 28% respondents are from the age
group of between 35-44, 20% respondents are from the age group of between above 45 years.
It interprets that Majority of the respondents are from the age group of between 18-24 (36%)

32
 4. Classification on the basis of respondent’s educational qualification.

Educational Qualification No. of respondent Percentage

SSLC 12 24
PUC/ 4 8
Diploma 18 36
Graduate 16 32
Post Graduate 0 0
Total 50 100

Percentage
40

35

30

25

20

15

10

0
SSLC PUC/ Diploma Graduate Post Graduate

Percentage

Interpretation

The above table and graph analysis represents that 24% respondents Educational Qualification is SSLC,
8% of the respondents Educational Qualification is PUC Diploma, 36% respondents are graduates, 32%
respondents are post graduates.
It interprets that Majority of the respondents are graduates (36%)

33
 5. Classification on the basis of respondent’s designation.

Designation No. of respondent Percentage

Professional 12 24
Business man 14 28
Govt. employee 12 24
Student 12 24
Others 0 0
Total 50 100

30

25

20

15

10

0
Professional Business man Govt. employee Student others

Percentage

Interpretation

The above table and graph analysis represents that 24% of the Respondents are Professionals, 28% of the
Respondents are Businessmen, 24% of the Respondents are govt. Employees and 24% of the Respondents
are Students.
It interprets that Majority of the respondents are businessmen. (28%)

34
 6. Classification on the basis of respondent’s monthly income.

Particular No. of respondents Percentage

Less than 10000 10 20
10000 – 15000 14 28
15000 – 20000 2 4
Above 20000 24 48
Total 50 100

60

50

40

30

20

10

0
Less than 10000 10000 – 15000 15000 – 20000 Above 20000

Percentage

Interpretation

The above table and graph analysis represents 20% of the respondent’s monthly income belongs to less
than 10000, 28% of the respondent monthly income belongs to between 10000-15000, 4% of the
respondent’s monthly income belongs 15000-20000, 48% of the respondent’s monthly income belongs
20000 and above It interprets that Majority of the respondent’s monthly income belongs to above 20000
per month.

35
 7. How often do you purchase Raymond?

Particular No. of respondents Percentage

Occasionally 14 28
Frequently 10 20
Once in a year 12 24
At the time of offer 14 28
Total 50 100

30

25

20

15

10

0
Occasionally Frequentaly Once in a year At the time of offer

Percentage

Interpretation

The above table and graph analysis represents 28% of the Respondents purchasing Raymond Products
occasionally, 20% of the Respondents purchasing Raymond Products frequently, 24% of the Respondents
purchasing Raymond Products once Respondents purchasing Raymond Products at the time of offer a
year and 28% of the
It interprets that Majority of the Respondents purchasing Raymond Products occasionally(28%)

36
 8. How do you come to know about Raymond?

Particular No. of respondents Percentage

Advertisement 20 40
Word of mouth 10 20
Observation 4 8
Brand image 16 32
Total 50 100

45

40

35

30

25

20

15

10

0
Advertisement Word of mouth Observation Brand image

Percentage

Interpretation

The above table and graph analysis represents 40% of the respondents come to know about Raymond
through advertisement, 20% of the respondents come to know about Raymond. through word of mouth,
8% of the respondents come to know about Raymond through observation and 32% of the respondents
come to know about Raymond through brand image of the company.
It interprets that Majority of the respondents come to know about Raymond through Advertisement(40%)

37
 9. How familiar are you with Raymond?

Particular No. of respondents Percentage

Extremely familiar 16 32
Very familiar 12 24
Moderately familiar 10 20
Slightly familiar 4 8
Not at all familiar 8 16
Total 50 100

Percentage

16%
Extremely familiar
32%
8% Very familiar
Moderately familiar
Slightly familiar
20%
Not at all familiar
24%

Interpretation

The above table and graph analysis represents that 32% of the respondents are extremely familiar with
Raymond Products, 24% of the respondents very familiar Raymond Products, 20% of the respondents are
moderately familiar Raymond Products, 99% of the respondents are slightly familiar Raymond Products,
100% of the respondents not at all familiar Raymond Products.
It interprets that Majority of the respondents are extremely familiar with Raymond Products (32%).

38
 10. Please name the brand apparel you know apart from Raymond?

Particular No. of respondents Percentage

Siya rams 14 28
OCM 16 32
Dig Jam 10 20
Others 10 20
Total 50 100

35

30

25

20

32
15
28

10 20 20

0 0 0 0 0 0
Siyarams OCM Dig Jam Others

No. of respondents Percentage

Interpretation

The above graph analysis represents that 28% of the respondents are known Sitaram’s brand. apart frons
Raymond, 32% of the respondents are known OCM brand apart from Raymond, 20% of the respondents.
know Digium brand apart from Raymond and 20% of the respondents are known another brand apart
from Raymond.
It interprets that Majority of the respondents are known OCM brand apart from Raymond (32%).

39
 11. How much do you care about the brands?

Particular No. of respondents Percentage

Slightly 18 36
Strongly 16 32
Not much 8 16
Never 8 16
Total 50 100

18%
Slightly
Strongly
50% 16% Not much
Never
Total
8%
8%

Interpretation

The above table and graph represent that 30% of the respondents are slightly care about using Brand, 32%
of the respondents are strongly care about using Brand, 16% of the respondents are not much about using
Brand, 10% of the respondents are never cate about using Brand.
It interprets that Majority of the respondents are a lightly care about using Brand (36%)

40
 12. Do you recall Raymond advertisement in any magazine?

Particular No. of respondents Percentage

Yes 34 68
No 16 32
Total 50 100

80

70

60

50

40

30

20

10

0
Yes No

Percentage

Interpretation

The above table and graph analysis represents that 68% of the respondents recall Raymond advertisement
in any Magazines and 32% of the respondents don't recall Raymond advertisement in any Magazines.
It interprets that Majority of the respondents recall Raymond advertisement in any Magazines(68%)

41
 13. If yes which magazine, do you saw the advertisement of Raymond?

Particular No. of respondents Percentage

The week 20 40
Business India 6 12
Business Today 4 8
CFO India 4 8
Others 16 32
Total 50 100

45

40

35

30

25

20

15

10

0
The week Business India Business Today CFO India Others

Percentage

Interpretation

The above table and graph analysis represents that 40% of the respondents saw Raymond
advertisement in the week Magazine, 12% of the respondents saw Raymond advertisement in Business
India, 8% of the respondents Raymond advertisement in Business today. 8% of the respondents Raymond
advertisement in CFO India, 32% of the respondents saw Raymond advertisement in another magazine.
It interprets that Majority of the respondents saw Raymond advertisement in The Week Magazine(40%)

42
 14. Which of the following category do you usually buy in Raymond?

Particular No. of respondents Percentage

Top Wear 8 16
Bottom Wear 6 12
Ethnic Wear 10 20
Accessories 16 32
Layers 4 4
Footwear 16 32
Total 50 100

35

30

25

20

15

10

0
Top Wear Bottom Wear Ethnic Wear Accessories Layers Footwear

Percentage

Interpretation

The above table and graph analysis represents that 16% of the respondents are usually buy top wear, 12%
of the respondents are usually buy bottom wear, 20% of the respondents are usually buy ethnic wear, 32%
of the respondents are usually bay Accessories, 4% of the respondents are usually buy layers 32% of the
respondents are usually buy Footwear.
It interprets that Majority % of the respondents are usually buy accessories and Foot ware (32%)

43
 15. What do you think of brand name of Raymond?

Particular No. of respondents Percentage

Effective 4 8
Attractive 14 28
Advertiser 10 20
Creative 6 12
Normal 16 32
Total 50 100

35

30

25

20

15

10

0
Effective Attractive Advertiser Creative Normal

Percentage

Interpretation

The above graph analysis represents that 8% of the respondents think of Brand Name of Raymond is
effective, 28% think of Brand Name of Raymond in attractive, 20% think of Brand Name of Raymond is
advertiser, 12 think of Brand Name of Raymond is creative 32. think of Brand Name of Raymond is
normal.
It interprets that Majority think of Brand Name of Raymond is normal(32%)

44
 16. Which of the following, according to you , help build a good brand image?

Particular No. of respondents Percentage

Quality 24 48
Communication strategies 6 12
Competitive pricing 6 12
Others 14 28
Total 50 100

60

50

40

30

20

10

0
Quality Communication strategies Competitive pricing Others

Percentage

Interpretation

The above graph analysis represents that 48% of the respondents are opined that according to them
quality help build a good band image 12% of the respondents are opined that according to them
Communication strategies help build a good brand image 12% of the respondents are opined that
according to them Competitive pricing help build a good brand image 28% of the respondents are belongs
to others.
It interprets that Majority of the respondents are opined that according to them quality help build a good
brand image(48%)

45
 17. Which of the following media do you remember most of Raymond
advertisement?

Particular No. of respondents Percentage

Tv advertisement 22 44
Newspaper 6 12
Weekly magazine 10 20
Display boards and banners 12 24
Total 50 100

50

45

40

35

30

25

20

15

10

0
Tv advertisement Newspaper Weekly magazine Display boards and
banners

Percentage

Interpretation

The above graph analysis represents that 44% of the respondents remember most of Raymond
Advertisement in TV, 12 remember most of Raymond Advertisement in newspaper, 20 remember most of
Raymond Advertisement in weekly magazine. 24 remember most of Raymond Advertisement in display
board and banners.
It interprets that Majority of the respondents remember most of Raymond Advertisement in TV
Advertisement(44%)

46
 18. Is Raymond advertisement approaching you to buy more?

Particular No. of respondents Percentage

Yes 36 72
No 14 28
Total 50 100

80

70

60

50

40

30

20

10

0
Yes No

Percentage

Interpretation

The above graph analysis represents that 72% of the respondents agreed that Raymond advertisement
approaching to buy more, 28% of the respondents are not agreed that Raymond advertisement
approaching to buy mote
It interprets that Majority of the respondents agreed that Raymond advertisement approaching to buy
more(72%)

47
 19. What is your opinion about this advertisement?

Particular No. of respondents Percentage

Attractive 18 36
Unique 6 12
Normal 10 20
Pleasant 4 8
Irritating 12 24
Total 50 100

40

35

30

25

20

15

10

0
Attractive Unique Normal Pleasant Irritating

Percentage

Interpretation

The above graph analysis represents that 30% of the respondents opined that advertisement of Raymond
is attractive 12% of the respondents opined that advertisement of Raymond is unique, 20% of the
respondents opined that advertisement of Raymond is normal 8% of the respondents opined that
advertisement of Raymond is pleasant 24% of the respondents pained that advertisement of Raymond is
irritating
It interprets that Majority of the respondents opined that advertisement of Raymond is attractive(36%)

48
 20. Do you feel that Raymond advertisement is good compare to other products?

Particular No. of respondents Percentage

Strongly agree 20 40
Agree 12 24
Neutral 10 20
Disagree 0 0
Strongly disagree 8 16
Total 50 100

Percentage
45

40

35

30

25

20

15

10

0
Strongly agree Agree Neutral Disagree Strongly disagree

Percentage

Interpretation

The above table analysis represents 40% of the respondents are strongly Agreed that Raymond
advertisement is good compare to other products. 24% of the respondents are agreed that Raymond
advertisement is good compare other products. 20% of the respondents Aru neutral and 16% of the
respondents are strongly disagreed that Raymond advertisement is good compare to other products...
It interprets that Majority of the respondents strongly agreed that Raymond advertisement is good
compare to other products (40%)

49
 21. How do you rate the quality of Raymond product?

Particular No. of respondents Percentage

Very high quality 16 32
Good quality 20 40
Natural 8 16
Average quality 2 4
Bad quality 4 8
Total 50 100

45

40

35

30

25

20

15

10

0
Very high quality Good quality Netural Average quality Bad quality

Percentage

Interpretation

The Above Table Analysis represents 32% of the respondents opined that Raymond product is very high
quality, 40% of the respondents are opined that Raymond product is good quality, 10% of the respondents
are opined that Raymond product is neutral, 4% of the respondents are opined that Raymond product is
Average quality, 8% of the respondents are opined that Raymond product is bad quality.
It interprets that Majority of the respondents are opined that Raymond product is Good Quality(40%)

50
 22. Is the information mentioned over the packaging of the product satisfactory to
educate the customers?

Particular No. of respondents Percentage

Yes 28 56
No 22 44
Total 50 100

60

50

40

30

20

10

0
Yes No

Percentage

Interpretation

The above table analysis represents that 56% of the respondents are agreed that information mentioned
over the packaging of the product satisfactory to educate the customers, 44% of the respondents agreed
that information mentioned over the packaging of the product satisfactory to educate the customers
It interprets that Majority of the respondents are agreed that information mentioned over the packaging of
the product satisfactory to educate the customers(56%)

51
 23. How do you differentiate Raymond with other brand in terms of?

Particular No. of respondents Percentage

Quality 12 24
Service provided 8 16
Customer relation 10 20
Any other 20 40
Total 50 100

45

40

35

30

25

20

15

10

0
Quality Service provided Customer relation Any other

Percentage

Interpretation

The above graph analysis represents that 24% of the respondents are differentiate Raymond with other
brand in terms of quality. 16% of the respondents are differentiate Raymond with other brand in terms of
service provided. 20% of the respondents are differentiate Raymond with other brand in terms of
customer relation 40% of the respondents are differentiate Raymond with other brand in terms of any
other.
It interprets that Majority of the respondents differentiate Raymond with other brand in terms of others
(40%)

52
 24. Will you continue to purchase Raymond in future?

Particular No. of respondents Percentage

Yes 22 44
No 6 12
Not sure 22 44
Total 50 100

50

45

40

35

30

25

20

15

10

0
Yes No Not sure

Percentage

Interpretation

The above graph analysis represents that 44% of the respondents continue to purchase Raymond in future,
12% of the respondents are not continue to purchase Raymond in future. 44% of the respondents are not
sure about continue to purchase Raymond in future.
Its intercepts that Majority of the respondents are continue to purchase Raymond in Future (44%)

53
 25. Will you recommended to buy Raymond to others?

Particular No. of respondents Percentage

Yes 24 48
No 4 4
May be 22 44
Total 50 100

60

50

40

30

20

10

0
Yes No May be

Percentage

Interpretation

The above graph analysis represents that 48% of the respondents opined that they reconned to buy
Raymond to others 4% of the respondents are not going to recommend Raymond to others and 44% of the
respondents are may be recommended to buy Raymond to others.
It interprets that Majority of the respondents recommend to buy Raymond to others (48%)

54
 CHAPTER 7

FINDINGS

55
 FINDINGS
Based on a recent study on customer satisfaction with Raymond clothing, it was found that customers
overall were satisfied with the company's products and services. The findings reveals that mostly male
customer is preferring to buy Raymond clothing.

The study summarises the data of 100 respondents, majority of the customer belong to the age group of
20 30 years with 73% population of male respondents. The proportion of occupation of the respondents
are 50% are private employees, 27% is students, 15% are businessman and rest are government
employees. 36% of the respondents are having monthly income in the range of 10-30k, 32% are having
less than 10k per month.

Most of the customers are satisfied with the Raymond clothing. The indicators of customers satisfaction
for Raymond clothing are product range, price, quality, and packaging. Thus, this satisfies our objective 1.
“To understand customer satisfaction with Raymond clothing.” The study also reveals that brand image,
price, quality, word of mouth and status are the factors which consumers consider before making purchase
decision from Raymond clothing. Thus, this satisfies our objective 2 “To understand the factors that
influence the purchase of Raymond clothing.

• Majority of the respondents found in the survey are male(68%)

• Majority of the respondents found in the survey are married.(60%)
• Majority of the respondents are from the age group of between 18-24 (36%)
• Majority of the respondents are graduates. (36%)
• Majority of the respondents are businessmen. (28%)
• Majority of the respondent’s monthly income belongs to above 20000 per month.
• Majority of the Respondents purchasing Raymond Products occasionally(28%)
• Majority of the respondents come to know Abon Raymond through Advertisement(40%)
• Majority of the respondents are extremely familiar with Raymond Products(32%)
• Majority of the respondents are known OCM brand apart from Raymond(32%)
• Majority of the respondents are slightly care about using Brand (36%)
• Majority of the respondents recall Raymond advertisement in any Magazines 68%)
• Majority of the respondents saw Raymond advertisement in The Week Magazine(40%)
• Majority of the respondents are usually buying accessories and Foot ware(32%)
• Majority think of Brand Name of Raymond is normal (32%)
• Majority of the respondents are opined that according to them quality help build a good brand
image(48%)
• Majority of the respondents remember most of Raymond Advertisement in TV
Advertisement(44%)
• Majority of the respondents agreed that Raymond advertisement approaching to buy more (40%).

56
 CHAPTER 8

SUGGESTIONS
&
RECOMMENDATION

57
 Suggestions
Raymond's fashion wear should increase its awareness among people competition is increasing day by
day.

Raymond's fashion wear should give more emphasis on new generation as they have much concern
towards their garments and can be their prospective customers

Promotional strategies such as incorporating innovative design, decorative materials, a diversified product
(casual wears, kids wears) has to be promoted more. Retailers adopt the strategy of standardizing the
products (introducing standard size to body shapes- comfort, regular, straight and trim fits).

Majority of the buyers are young hence, the product should be associated with the style and current taste,
fashion of the customer which will attract the youths.

Present day consumers are not only looking the price but package of the deliverables which too is
concentrated.

Promotional scheme such as discount, free offers with purchase is suggested to Increase sales of branded
products.

Unique selling points used by the retailers, which guarantee that the buyer gets high quality product at
cheaper price.

58
 RECOMENDATION

Based on the study following recommendation are made:

Encourage clients to offer feedback and take the time to listen to their suggestions and worries. This can
demonstrate clients that their feedback is valued and assist identify areas where changes can be made.
Offer better quality goods and services, constantly work to raise the standard of goods and services
provided to customers. This ensures that customers get value for their money and stick with the brand.
Personalize the consumer experience by keeping track of their preferences and making recommendations
that are specifically tailored to them. This promotes customer loyalty and shows how much the business
values its clients. Monitoring and measuring client satisfaction on a regular basis will help see where you
are making progress and where you still have room to grow.

The study is an attempt to focus attention of the customer satisfaction towards Raymond clothes in. Most
of the people like and satisfied Raymond clothes due to its quality and material texture. In the present
study, it is found that the cost of the Raymond clothes is high and people though like the quality of clothes
without hesitating to buy only for this reason. The study concluded that by improving more designs and
variety of collection will induce the people to choose this brand and it will help them to defeat the
competitors.

Most of the people like and prefer Raymond’s suiting due to its quality and its good brand image. People
use Raymond’s product because it has certain image in the minds of people and they think that by
wearing Raymond’s product their standard of living will enhanced. By this report it can be said that most
of the respondents comes to know about the Raymond’s product by television advertisement and the
customers of Raymond’s remain faithful to the company because the products of it provide high quality.

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 CHAPTER 9

CONCLUSION

60
 CONCLUSION
The preference of consumers for readymade outfits even for branded apparels is fast changing caused by
the creation of personality and status with the quality and comfort they deliver. Due to the increased
awareness and consciousness, people are ready to spend any price for comfort and quality, Intense era
provide high quality materials and lot of variety in Indian garment market to satisfy the desire of
customers. The customers are also utilizing the opportunity too. The results confirm that Indian people
have become highly brand conscious presently

Hence, brand image is a not a significant factor in choosing the product or brand to buy There are other
aspects like, quality, comfort, expectations and demographic characteristics are also influence to the
purchasing decision that dominate the purchase decision of males and females. From the analytical
introspection it is evident that the gender differences do exist with respect to build attitude towards
fashionable apparels and brands. Further, the variation in age and income is not significant respective of
that. consumers preferred brands. outfits

Raymonds which refers to the maximum frequency of recalling the brands. It is the most familiar and
Damourite brands also among brand aware consumers, specifically in context of India. Finally, males and
females are not having any significant differences in their band awareness, shopping frequency and
shopping expenditure. Males are equally interested to go for shopping as females along with they spend
excess money during shopping than their female counterparts. Frequency of males going for shopping
with their companions has increased over times and has reached almost at par with that of females.
Attitude of males towards clothing varies from that of females. These factors found during measuring
attitude of consumers towards branded apparels, Intrinsic Pleasure and Prestige and Status. Intrinsic
Pleasure included pleasure and significance, in the same way, Prestige and Statias integrated status,
impression and acceptance of the branded products.

61
BIBLIOGRAPHY

62
 BIBLIOGRAPHY
Carpenter, J. M., Carolina, S., & Fairhurst, A. (1980). Consumer shopping value , satisfaction , and
loyalty for retail apparel brands. https://doi.org/10.1108/13612020510610408

Curtis, T., Abwatt, R., Dion, P., Rhoades, D. L., Curtis, T., & Beach, D. (2011). from Apparel
Consumers Customer Satisfaction , Loyalty and Repurchase : Some Evidence from Apparel Consumers.
32.

Eze, S. C., & Bello, A. O. (2016). Factors Influencing Consumers Buying Behaviour within the Clothing
Industry. British Journal of Marketing Studies, 7(4), 63–81. https://doi.org/10.37745/bjms.vol4.no7.p63
81.2016

Imed Bourikas. (2022). How to Write Research Methodology: Overview, Tips, and Techniques.
Research.Com.

Islam, M. A., Khadem, M., & Sayem, A. (2012). Service quality, customer satisfaction and customer
loyalty analysis in Bangladesh apparel fashion retail: An empirical study. International Journal of Fashion
Design, Technology and Education, 5(3), 213–224. https://doi.org/10.1080/17543266.2012.723754

Jha, R., & Mandal, S. (2021). A STUDY ON CUSTOMER SATISFACTION TOWARDS RAYMOND ’
S FASHION WEAR IN VAPI CITY. 9(5), 387–431.

Lalitha, A., Kumar, J. R., & Padmakali, K. (2008). Brand Preference of Men’s Wear-A Case Study.
Indian Journal of Marketing, ., 38(10).

Mohan, R. (2014). Influence of product and place factors on consumer buying behaviour in formal
footwear sector. International Journal of Management Sciences and Business Research, 3(7), 44-53.

Simpson, J., & Shetty, A. (2017). India's textile and apparel industry: The views of U.S. firms and
implications for trade policy. Journal of International Business and Economy, 18(2), 19-40.

K.S., I. M. (2019). Retailer's brand awareness: an exploratory approach. International Journal of

Management, Technology, and Social Sciences (IJMTS), 4(1), 32-40.

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Janeja, L., Kumar, R. M., & Kadian, J. S. (2019). Socio-economic factors influencing the buying
behaviour with special reference to selected garments retail outlet in Chennai. Indian Journal of
Marketing, 49(3), 50-62.
Narang, R. (2006). (2006). A Study on Branded Men’s Wear. Indian Journal of Marketing.

Pathak, S. V., & Tripathi, A. P. (2009). Customer shopping behaviours among modern retail formats: A
study of Delhi & NCR. Indian Journal of Marketing.

Stathopoulou, A., & Balaban is, G. (2016). The effects of loyalty programs on customer satisfaction,
trust, and loyalty toward high- and low-end fashion retailers. Journal of Business Research, 69(12), 5801–
5808. https://doi.org/10.1016/j.j

64
 REFERENCES

Books:-

➢ Kotler, Philip, Marketing Management: Analysis, Planning, Implementation and Control (8th ed.),
Prentice-Hall of India Pvt. Ltd., New Delhi, 1994

➢ Research Methodology - Kothari

➢ Drucker, Peter, F., Management: Tasks, Responsibilities, Practices, Harper& Row, New York, 1976.

MAGAZINES / NEWSPAPERS

• Business Today
• The Times of India

65
ANNEXTURE

66
 Annexture

Questionnaire

Name

Address

Mobile No

1. Gender
• Male
• Female

2. Marital status:
• Married
• Unmaimed

3. Age
• Between 18-24
• Between 25-34
• Between 35-44
• Above 45

4. Educational qualification
• SSLC
• PUC
• Graduate
• Post Graduate
• Others Specify

5. Occupation
67
 • Professionals.
• Businessmen
• Govt. Employee
• Student
• Others Specify

6. Monthly income (in Rs.)

• Less than Rs.10000
• Rs.11000-Rs.20000
• Rs.21000-Rs.30000
• Above Rs 30000

7. How often do you purchase Raymond

• Occasionally
• Frequently
• Once in a your
• At the time of offer

8. How do you come to know about Raymond?

• Advertisement.
• Word of Mouth
• Observation
• Brand image

9. How familiar are you with Raymond?

• Extremely familiar
• Very familiar
• Moderately familiar
• Slightly familiar
• Not at all familiar

10. Please name the Brand Apparel you know apart from Raymond?
• Siya rams
• OCM
• Dig jam
• Others

11. How much do you care about using brands?

68
 • Slightly
• Strongly
• Not much
• Never

12. Do you recall Raymond advertisement in any Magazines?

• Yes
• No

13. If yes in which magazine, do you saw advertisement of Raymond?

• The week
• Business India
• Business Today.
• CFO India
• Others

14. Which of the following Category do you usually buy in Raymond

• Top wear
• Botton wear
• Ethnic wear
• Accessories
• Layers
• Footwear

15. What do you think of Brand Name of Raymond

• Effective
• Attractive
• Advertiser
• Creative
• Normal

16. Which of the following, according to you, help build a good brand image!
• Quality
• Communication strategies.
• Competitive pricing
• Others

17. Which of the following media do you remember most of Raymond Advertisement

69
 • TV Advertisement
• News paper
• Weekly Magazine
• Display boards and Hanners
18. Is Raymond advertisement approaching you to buy more?
• Yes
• No

19. What is your opinion about this advertisement?

• Attractive
• Unique
• Normal
• Pleasant
• Irritating

20. Do you feel that Raymond advertisement is good compare to other products?
• Strongly Agree
• Agree
• iii) Neutral
• Disagree
• Strongly Disagree

21. How do you rate the quality of Raymond product

• Very high quality
• Good quality
• Neutral
• Average quality
• Bad quality

22. Is the information mentioned over the packaging of the product satisfactory to educate the customers?
• Yes
• No

23. How do you differentiate with other brand in terms of, (Mark any One)
• Quality
• Service provided
• Customer relation
• Any other

70
24. Will you continue to purchase Raymond in future?
• Yes
• No
• Not Sure
25. Would you recommend to buy Raymond to others?
• Yes
• No
• May be

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