CHAPTER TITEL

I) Certificate
CHAPTER0
II) Acknowledgement
III) Declaration
CHAPTER Introduction To
I Company
CHAPTER Research Design
II
CHAPTER Company Profile
III
CHAPTER Data Analysis & Interpretation
IV
CHAPTER Summary on Findings and Conclusion
V
CHAPTER Recommendations and Suggestion
VI
CHAPTER Appendices and Annexure
VII
CHAPTER Bibliography
VIII
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The Indian clothing or apparel industry had its origin during the Second
World War mainly for mass production of military uniforms. Over the years,
its profile
has undergone significant changes. Technology has been gradually
upgraded and there is qualitative and quantitative improvement in apparel
industry in India. Now India is well known for its fine textile products and
emerged as strong destination of all types of high end textile products.
India’s garments are exported to almost all parts of developed world. Most
of the leading fashion brands are sourcing substantial quantities from India
now. One of the basic needs of civilized mankind is clothes. The garment
industry caters to the need of clothing while textile refers to the production
of intermediate products like fabric and yarn etc. which are used to make the
final product i.e. garment.

The textile trade around the word has expanded at rapid speed than
the GDP growth and trade in international textile and clothing has grown at
higher rate than world trade. World textile and clothing industry was around
US$ 309 Bn in year 2003 and it was expected that it would be reaching US$
550 Bn by 2005 (when all quantitative restrictions are gone away) and US$
856 Bn by 2012. Textile and Clothing (T&C) industry would be the fourth
industry to cross trillion dollar mark after Auto, Computer and
Pharmaceutical sector. There is immense potential of growth with changing
fashion and rising standard of living. US and EU would be the major importer
countries of textile products.

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Textile and Clothing (T&C) industry is one of the key contributor in Indian
economy. The textile industry accounts for 14% of industrial production,
employs 35 million people, accounts for approximately 12% of country’s
total export basket and contributes 4% of GDP. At current prices, the size of
India’s textile industry is US$ 55 billion out of which 64% is consumed in
domestic market only (Annual report 2009-10).As per available WTO data,
India’s percentage share in global textile and clothing trade was 4% in
textiles and 2.8% in clothing during the year 2007. India’s rank in world
trade has been 7th in textile and 6th in clothing. The vision statement for
the textile industry in the 11th five year plan (2007-12) is to secure 7%
share in global textile trade by 2012. The export basket consist of a wide
range of items comprising readymade garments, cotton textiles, handloom
textiles, manmade fiber textiles, wool and woollen goods, silk, jute and
handicrafts including carpets. Readymade garments accounts for almost
42% of total textile exports. Readymade garments and cotton textiles
accounts for nearly 72% of total textile exports (Annual report 2009-10).
Exports of textile and clothing products from India have increased steadily
over the past few years, particularly after 2004 when quota in textile was
discontinued. In global context, India offers a comparative advantage in
textile and apparel sector, with its excellent raw material base, skilled
manpower and cost competitiveness.l. Different foreign brands have
opened their liaison or sourcing office in India. Most prominent names are
Marks and Spenser, Nike, Haggar, Kellwood, Little Label and many more.
CUSTOMER SATISFACTION TOWARDS MAX-FASHION’S

INTRODUCTION TO MARKETING:

The development of Marketing is Evolutionary rather than

Revolutionary. There is no single answer to the question of what is
marketing?

Marketing is ancient art .There are different definitions of marketing given

by various authorities. The traditional objective of marketing has been to
make the goods available at places where they are needed. This idea later
on changed by shifting the emphasis from ‘exchange’ to ‘satisfaction’ of
human wants.

According to Converse, Hugey and Mitchell, “Marketing includes all the

activities involved in the creation of place, time and possession utilities.
Place utility is created when goods and services are available at places
they are needed; Time utility, when they are available when they are needed;
and Possession utility, when they are transferred to those who need them.”

Consumer and customer are people who buy goods and merchandise. They
are people who are constantly looking for good deals and discounts in
order to save money and make the economy better. Despite their
similarities, they also have their own differences.
Marketing is the performance of the business activities that directs the
flow of good and service from produce and to consumer or user

Marketing is the process in the society by which the demand structure for
eco-nomic goods and service in enlarged or anticipate and satisfied
through the concep-tion, promotion and physical distribution of goods and
service.

Marketing is organized as the most significant activity in society.

Marketing is all around us. Marketing covers our entire economic life; our
life styles are continuously affected by a wide range of marketing activities.
The food we eat the cloths we wear, the housing that shelters us, the
comforts and amenities we enjoy in our home and at work place. Marketing
alone can put goods and services we want and need at our doorsteps, and
satisfy our varied and innumerable needs and wants.Marketing has
achieved social importance because it is entrusted with the task of creation
and increase in standard of living to society.

The marketing Management refers to planning, organizing, directing,

control of the activates which facilitate the exchange of goods and services
between the producers to end consumers. Firms today need to spend
money to create time, place and ownership utilities .The main features of
modern marketingare as follows:
 Marketing has evolved from the economics but it has a closer
relationships with social and behavioral sciences. Marketing is closely
associated with streams of science as well humanities and subject lines
such as Economics, Law, Psychology, Anthropology, Sociology,
Information Technology tc.Marketing heavily depends upon the
demographic features of the target market, political environment,
philosophy, mathematics, statistics etc

Marketing revolves around commercial exchange. This also involves

exchange of technology, exchange of information and exchange of ideas

:
The ultimate goal of marketing is to generate profits through the
satisfaction of the customer.

Marketing is consumer oriented and it is very important to know

what the consumer wants.

marketing is not an isolated, static process but is a complex, continuous

and interrelated process. It involves continuous planning, implementation
and control. It is an important functional area of the management.

All firms exist because of their business to satisfy the human needs,
wants and demands. The ultimate objective of marketing is to find out
what the consumer wants and how to fulfill consumer need. This leads to
production of the goods and services as per the needs of the customer.

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CUSTOMER SATISFACTION TOWARDS MAX-FASHION’S

Therefore ingredients are closely interrelated. Under the system approach

the de-cision in one area affects action in the other. Marketing mix
decisions constitute a large part of marketing management.

Marketing Manager is a mixer of all marketing ingredients & he creates

a mix blending (or) combination of all the marketing elements & resources.
Marketing mix offers an optimum (least cost) combination of all marketing
ingredients so that we can have realization to company goals such as
profit, return on investment, sales volume, and market share and so on. It is
a profitable formula of our market-ing operations. The marketing mix will
naturally be changing environmental fac-tors (technical, social, economic &
political) affecting each market. It is based on marketing research &
marketing information. It must be fully related to customer demand;
competition as well as other a fore said environmental forces.

In the simplest manner, the basic marketing mix is the blending of four
inputs (or) sub mixes which from the core of the marketing system;
Product Mix
Price Mix
Distribution Mix
Promotion Mix

Consumer
This is a broad term for individuals that use products and services
that are
generated in the economy. They are the ones who consume the products or
services
they have bought or were bought for them. They use these products
based on what
they have heard or seen and apply all the information where deciding
whether they
Came from the term, “custom,” meaning habit. These are people or
organizations who frequently visit your store, they purchase from you and
no one else. The owner or store keeper also makes sure that his/her
customers are satisfied. In this way, owner and customer maintain their
relationship, which means expected buys in the future. With this term,
another slogan for customers was revealed “the customer is always right.”

Consumers either buy or don’t buy the products that they necessarily use
while customers are people who buy goods and services but may not use
the merchandise themselves. Consumers have goals and purpose while
buying items while customers buy these products and may not use them
personally, they either buy them to resell or buy for those who want them.
Consumers pertain mostly to an individual or family while customers can
be an individual, organization or another seller. Consumers play a role in the
demand of products in the economy while customers can simply decide if
this will go or not.

:
Consumers and customers are very important people in maintaining the
balance and profit of one’s company. They have their own functions but the
thought of the two are almost the same.

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Consumer and customer are people who buy goods and merchandise.
They are people who are constantly looking for good deals and discounts
in order to save money and make the economy better. Despite their
similarities, they also have their own differences.

is a term frequently used in marketing. It is a

measure of how products and services supplied by a company meet or
surpass customer expectation. Customer satisfaction is defined as "the
number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds
specified satisfaction goals. In a survey of nearly 200 senior marketing
managers, 71 percent responded that they found a customer satisfaction
metric very useful in managing and monitoring their businesses.

It is seen as a key performance indicator within business and is often

part 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.
"Within organizations, customer satisfaction ratings can have powerful
effects. They focus employees on the importance of fulfilling customers’
expectations. Furthermore, when these ratings dip, they warn of
problems that can affect sales and profitability. . . . These metrics
quantify an important dynamic. When a brand has loyal customers, it
gains positive word-of-mouth marketing, which is both free and highly
effective.

Therefore, it is essential for businesses to effectively manage customer

satisfaction.
To be able do this, firms need reliable and representative measures of
satisfaction.

"In researching satisfaction, firms generally ask customers whether their

product or service has met or exceeded expectations. Thus, expectations
are a key factor behind satisfaction. When customers have high
expectations and the reality falls short, they will be disappointed and will
likely rate their experience as less than satisfying. For this reason, a luxury
resort, for example, might receive a lower satisfaction rating than a budget
motel—even though its facilities and service would be deemed superior in
'absolute' terms.

The importance of customer satisfaction diminishes when a firm has

increased bargaining power. For example, cell phone plan providers, such
as AT&T and Verizon, participate in an industry that is an oligopoly, where
only a few suppliers of a certain product or service exist. As such, many cell
phone plan contracts have a lot of fine print with provisions that they would
never get away if there were, say,
a hundred cell phone plan providers, because customer satisfaction would
be far too low, and customers would easily have the option of leaving for a
better contract offer.

There is a substantial body of empirical literature that establishes the

benefits of customer satisfaction for firms.

Purpose

A business ideally is continually seeking feedback to improve

customer satisfaction.

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"Customer satisfaction provides a leading indicator of consumer purchase
intentions and loyalty."Customer satisfaction data are among the most
frequently collected indicators of market perceptions. Their principal use is
twofold:"

"Within organizations, the collection, analysis and dissemination of

these data send a message about the importance of tending to
customers and en-suring that they have a positive experience with
the company’s goods and services.
"Although sales or market share can indicate how well a firm is
performing currenty,l satisfaction is perhaps the best indicator of
how likely it is that the firm’s customers will make further purchases
inthefuture. Much research has focused on the relationship between
customer satisfaction and retention. Studies indicate that the
ramifications of satisfaction are most strongly real-ized at the
extremes." On a five-point scale, "individuals who rate their satis-
faction level as '5' are likely to become return customers and might
even evangelize for the firm. (A second important metric related to
satisfaction is willingness to recommend. This metric is defined as
"The percentage of sur-veyed customers who indicate that they
would recommend a brand to friends." When a customer is satisfied
with a product, he or she might rec-ommend it to friends, relatives
and colleagues. This can be a powerful mar-keting advantage.)
"Individuals who rate their satisfaction level as '1,' by contrast, are
unlikely to return. Further, they can hurt the firm by making negative
comments about it to prospective customers. Willingness to rec-
ommend is a key metric relating to customer satisfaction.
 Product is the thing processing utility. It has four components (a)
Product range, (b) service offer sale, (c) Brand, (d) Package, the
product management involves product mix in the consultation
with marketing manager.

PRICE MIX: - Price is the valuation placed upon the product by the
offered. It has to cover pricing, Discount, Allowances & terms of
credit. It deals with price competition

Distribution Mix:- Distribution mix is the delivery of the

product to consume it. It includes channels of distribution,
transportation, warehousing, & inventory control.

Promotion is the persuasive communication about the product by

the of-fered to the prospect. It converse advertising, personal selling, sales
promotion, publicity, public relations, exhibitions & demonstrations used in
promotion. Largely it deals with Non-price competition.

Firm within its competitive market . The main definition is by Philip Kotler ,
unanimously recognized as the father of the most recent developments in
the field for the works appeared from 1967 to 2009 , with the latest work
born from the last economic crisis : Chaotic . But theorigins of the concept of
marketing have their roots very far. With the Italian economist Giancarlo
Pallavicini , already in 1959, these roots are accompanied by the initial in-
depth market research , constituting , in fact, the first instruments of what
became the modern marketing , resumed and

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CUSTOMER SATISFACTION TOWARDS MAX-FASHION’S

developed at a later time by Philip Kotler Giancarlo Pallavicini introduces

,in fact , the following definitions : Marketing is defined as a social and
Organ managerial process designed to meet the needs and requirements
through the processes of creating and exchanging products and values. It
is the art and science of identifying, creating and delivering aloe to meet
the needs of a target market, making a profit: delivery of satisfaction at a
price. The marketing orientation evolved from earlier orientations, namely,
the production orientation, the product

An (or organisation) is a socialentity that has a collective

goal and is linked to an external environment. The word is derived from
the Greek word organon,itself derived from the better-known word ergo
which means "organ".

is a person or group of people, such as a household, who

are the final users of products or services. The consumer's use is final in
the sense that the product is usually not improved by the use
The is a marketing term and refers to factors
and forces that affect a firm’s ability to build and maintain successful
relationships with customers. Three levels of the environment are 3

1)Micro (internal) environment - small forces within the company that

affect its ability to serve its customers.

2)Meso environment – the industry in which a company operates and

the indus-try’s market(s).

3)Macro (national) environment - larger societal forces that affect the

microenvi-ronment

is "the process or set of processes that links the

consumers, customers, and end users to the marketer through
information — information used to identify and define marketing
opportunities and problems; generate, refine, and evaluate marketing
actions; monitor marketing performance; and improve understanding of
marketing as a process. Marketing research specifies the information
required to address these issues, designs the method for collecting
information, manages and implements the data collection process,
analyzes the results, and communicates the findings and their implication

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The Customer Buying Process (also called a Buying Decision Process)
describes the process your customer goes through before they buy your
product. Understand-ing your customer’s buying process is not only very
important for your Salespeo-ple, it will also enable you to align your sales
strategy accordingly.

The process has been interpreted by many scholars over the years;
however, the five stages framework remains a good way to evaluate the
customer’s buying pro-cess. John Dewey first introduced the following
five stages in 1910:

This is often identified as the first and most im

portant step in the Customer’s Decision Process. A purchase cannot take
place without the recognition of the need. The need may have been
triggered by internal stimuli (such as hunger or thirst) or external stimuli
(such as advertising or word of mouth).

Information Search Having recognised a problem or need, the next step a cus-
tomer may take is the Information Search stage, in order to find out what they
feel
is the best solution. This is the buyer’s effort to search internal and external
busi-ness environments, in order to identify and evaluate information
sources related to the central buying decision. Your customer may rely on
print, visual, online media or word of mouth for obtaining information.
 As you might expect, consumers will evaluate
dif- ferent products or brands at this stage on the basis of alternative
product attributes
– those which have the ability to deliver the benefits the customer is

seeking. A factor that heavily influences this stage is the customer’s

attitude. Involvement is
another factor that influences the evaluation process. For example, if the
custom-er’s attitude is positive and involvement is high, then they will
evaluate a number of companies or brands; but if it is low, only one
company or brand will be evalu-ated.

Purchase Decision The penultimate stage is where the purchase takes

place.
Philip Kotler (2009) states that the final purchase decision may be
‘disrupt-ed’ by two factors: negative feedback from other
customers and the level of motivation to accept the feedback. For
example, having gone through the previous three stages, a
customer chooses to buy a new telescope. However, because his
very good friend, a keen astronomer, gives him negative feed-back,
he will then be
 In brief, customers will compare products
with their previous expectations and will be either satisfied or
dissatisfied.
Therefore, these stages are critical in retaining customers. This can greatly
affect the decision pro-cess for similar purchases from the same company
in the future, having a knock-on effect at the Information Search stage and
Evaluation of Alternatives stage. If your customer is satisfied, this will
result in brand loyalty, and the Information Search and Evaluation of
Alternative stages will often be fast-tracked or skipped altogeth-er.

On the basis of being either satisfied or dissatisfied, it is common for

customers to distribute their positive or negative feedback about the
product. This may be through reviews on website, social media networks
or word of mouth. Companies should be very careful to create positive
post-purchase communication, in order to engage customers and make
the process as efficient as possible.

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CUSTOMER SATISFACTION TOWARDS MAX-FASHION’S

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PRIMARY OBJECTIVE

To study and analyze the influence of cu

stomer satisfaction on the marketing of the products of MAX-

FASHIONS.

SECONDARY OBJECTIVES

To identify the customers opinion about the quality of the product offered
by

MAX-FASHION.

To know about the designs made by the company on their products to face

competition.

To determine special features considered by a customers while selecting

the MAX-FASHION products.

To know about the services provided by the company having more

customer preferences.

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CUSTOMER SATISFACTION TOWARDS MAX-FASHION’S

To identify the customers opinion about the brand loyalty of MAX-FASHION

products.

SCOPE OF STUDY

This report focuses the fact that the consumers satisfaction

influences the marketing of products of MAX-FASHION’s. The observation

that the necessity of promotional measures affects the growth rate of sale

and expansion of the business is specified in this project.

The study intends to provide an integrated picture of the level of

customer satisfaction to towards MAX-FASHIONs, in the Indian market.

The study was conducted in the city of Bangalore, Karnataka.

Customers of MAX-FASHIONs have been chosen for the study. Availability

and accessibility are twin factors for the study held in city.

The study is also intended to know the level of customer satisfaction

towards MAX-FASHIONs when compared to other brands, as the plastic

industry is facing a stiff competition due to globalization.

The study applies to Businessman, Employed, Engineer, Doctors,

Housewives; students and people belonging to other profession.

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 The research methodology is a way to systematically solve the

research problem. It may be understood as a science of study new

research is done. This includes study of various steps that are generally

adopted by a research in studying his research problem along with loge

behind huts.

RESEARCH DESIGN:

Need of the Study

The study is meant to focus the fact that the customer satisfaction

influences the Marketing of products of MAX-FASHIONS.

Reason for the study

The study is meant to focus the fact that the customer satisfaction

influences the Marketing department and provide a valid suggesting for

capturing of all strength, reduce the weakness utilize the opportunities

available in the Market and take due care of the threats.

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 The study has been carried out in Bangalore only. The choice of the

district was done mainly because of traveling convenience and the

company, its main branch located in Bangalore city and it facilitated the

researcher to collect the internal data required to make the data analysis.

Also another reason was that a lot of the customers have its base in

Bangalore.

Two types of data involved in the study are primary data and

secondary of which, primary data is more important

Primary Data

Primary data was collected from interviews and questionnaire

schedule. A questionnaire was exclusively designed to analyze the

satisfaction of customers towards the MAX FASHIONS.

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 The Secondary data includes company publications, journals,

magazines, reports etc.

The study was fully based on customers of the company. The MAX-

FASHION Company’s direct customers are their dealers and the

researches provide more preference to the dealers of MAX-FASHION

Company.

Study was confined only to Bangalore city. From this only 100 customers

are considered. Hence, it might not be an accurate representation of

the en-tire industry.

There was only 15 days for the duration of the project work. Hence, time

was also a constraint to undertake an extensive study.

Changing trends in market and preference of the consumers are also affect

-ing the accuracy of the project work.

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 It consists of introduction to the project based on CUSTOMER
SATISFACTION, different concept of marketing and history of the company.

It consist of research design followed, objectives of study,

purpose of the study, the research methodology used, and limitation of the
study, and an overview of the chapter are given in brief.

It contains profile of MAX, nature of its business, its area of

operations, profile of the dealer, profile of the product.

This chapter consists of analysis and the interpretation of the data

collected from the research conducted.

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 This chapter consists of the summary of findings which are based
on the project work.

This chapter consists of recommendations and conclusion drawn from

the data collected.

This chapter consists of appendices and annexure

(Questionnaire).

This chapter consists of bibliography.

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CUSTOMER SATISFACTION TOWARDS MAX-FASHION’S

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27
 multinational conglomerate

in Dubai, UAE headed by Micky Jagtiani, who is the

Founder
[3]
Chairman of the company The group is involved in retailing of
.
ap-parel, footwear, consumer electronics, cosmetics & beauty
products, home improvement and baby products. The group also
has interests in hospitality & leisure, healthcare and mall
management. The group has several in-house brands and also
works with other brands, acting as a re-tailer

Founded in 1973 in Bahrain, the Landmark Group has successfully grown

into one of the largest and most successful retail organizations in the
Middle East and India. An international, diversified retail and hospitality
conglomerate that encourages entrepreneurship to consistently deliver
exceptional value, the Group operates over 1200 outlets encompassing
over 18 million square feet across the GCC, India, Egypt, Turkey, Jordan,
Lebanon, Yemen, Sudan, Kenya and Pakistan.

Landmark Group has a strong workforce of 40,000 employees and provides

a val-ue-driven product range for the family through its retail concepts:
Centrepoint, Babyshop, Splash, Shoe Mart, Lifestyle, Beautybay, Iconic,
Emax, Home Centre, Q Home Décor, Candelite, Max, and Shoexpress. In
addition to the brands devel-oped in-house, the Group also holds the
franchise rights for some of the world's leading fashion and footwear
brands in the countries where it operates.
The Group has also diversified in the leisure, food and hospitality segments
with Fun City, Spaces, Citymax Hotels, Fitness First, Balance Wellbeing 360
and Foodmark, the restaurant division, which operates the Group's own and
franchise food outlets

Landmark Group

Type Privately held

Industry Retail, Hospitality,

Healthcare
1973
Founded

Dubai, United Arab

Emirates

Worldwide
Area served

Micky Jagtiani, Chairman,

Renuka Jagtiani - Vice

Chairperson, Vipin Sethi -

CEO [1]

(Corporate)
Apparel, Footwear,
Products Consumer
 45,000, March 2012

Official Website

Global Presence

is mainly focused on the MENA region. It also has a large

presence in India. Listed below are the list of countries where the group has
[4]
a presence (either directly or via franchisees):

UAE (Global Headquarters- Dubai), India, Saudi

Arabia, Kuwait, Bahrain, Oman, Quatar, Egypt, Jordan, Lebanon, Pakistan,
Libya, Turkey, Yemen, Tanzania, Sudan, Nigeria, Kenya.

Business & Brands[edit]

[5]
L business can be broadly classified into Retail,
Hospitality and Healthcare. Retail is the group's core focus area and it
deals mainly with apparel, furniture, footwear, consumer electronics,
cosmetics & beauty products, home improvement and baby products. In
India, the formats are different and

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 Business Brand

Category

Babyshop, Splash, Max, Lifestyle, Beauty Bay, Iconic and

Apparel Centrepoint (a single store format housing Babyshop,

Splash,
Shoemart and Lifestyle]

Footwear Shoemart, Shoexpress, Shoemart International

Footwear

Furniture & Homecentre, Q Home Cecor, Home Box

Home

Improvement

Hospitality Citymax, Oasis Malls, Foodmark, Spaces, Fitness First,

Fun
City, Funville

Healthcare iCare Clinics, Balance Wellness Club

Others retail E-max (Consumer Electronics), Sports One (Fitness Gear),

Candelite (Confectionery)

Page 31
.

MAX is the international value fashion brand of the Dubai based Landmark
Group. The brand was launched in the UAE in May 2004 with a unique
concept of deliver-ing international fashion & value to the discerning
shopper.
Max was introduced in India with its 1st store in Indore in 2006 offering
apparel, footwear & accessories for the entire family; for women, men,
children including a fashionable range for infants. With a great range of
western & ethnic wear for the young shopper, it makes a perfect shopping
destination for people for all age groups.

At MAX, shoppers can expect the latest in international fashion from

around the globe & an excellent range to choose from; all of this offered at
great prices in a world class shopping environment. Max retails its own
label merchandise of in house designs and planned color palettes for the
season. Every season it introduces a fresh collection of international
designs specially customized to the Indian market. The brand adapts to the
changing needs of the shopper every season and
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accordingly introduces new designs, silhouettes & fabrics. Today, MAX is
the largest value fashion brand with over 200 stores across 15 countries.

To create a truly global brand that provides growth opportuni-ties for the
company and its employees, whilst achieving its goal of becoming the
number one value fashion retailer across the Middle East & India.

Be a market leader in the field of value retailing.

Provide fashionable products at affordable prices.
Be innovative, cost effective and globally competitive.
Exceed our customer‟s expectations.
Provide opportunities of growth for our employees.

Constant focus and development on the product & value offered.

Continuous improvement of the customer‟s shopping
experience. Commitment towards staff training & development.
Encouraging open work culture.

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Landmark group Dubai has two main branches of businesses – Retail and
Hospital-ity
In Retail, Max, Lifestyle, Splash, Shoe Mart, Babyshop, Home Centre,
Auchan hypermarket, Emax and Beautybay are the main businesses.
In Hospitality, Citymax Hotels and Fun City (Entertainment centre) are the
major businesses.

Value department store encompassing apparel, footwear, household and

accesso-ries
Lifestyle: Inception: 1998 in UAE

Department store including fashion apparel and accessories, footwear,

fragrances, cosmetics, home ware and gifts.

such as Bossini and Splash are now

part of Lifestyle
Splash: Inception: 1993 in Sharjah, UAE

Splash is a leading high-street fashion retailer. It showcases popular

collections for men, women and teens with a wide offering of fashion
apparel and accessories to suit its customers every lifestyle need. Known
for its extremely competitive value

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and up-to-date mapping of global trends, Splash has carved a niche for
itself as one of the most successful local players in the Middle East's high-
street fashion category

Babyshop: Inception: 1973 in Bahrain

Babyshop is a concept store specializing in toys, fashion clothing, baby
basics, nursery furniture and much more for newborn babies, toddlers and
children up to 16 years.
Home Centre: Inception: 1995 in UAE

Retailing home furniture and household products.

Auchan Hypermarket: Inception: 2012 in India

Large format hypermarket, the business is a result of a license

agreement between Max Hypermarkets India Pvt. Ltd. & Group Auchan
Emax: Inception: 2005 in UAE

Emax is the fastest-growing electronics retail chain in the Middle East,

providing the widest range of electronics, accessories and related services.
Beautybay: Inception: 2009 in UAE

Beautybay offers one stop shopping for value and luxury fragrances,
cosmetics, skincare, hair care, bath and body care and beauty accessories.
Citymax Hotels: Inception: 2006 in UAE

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Citymax Hotels offers outstanding comfort and facilities of the highest
standards while providing extraordinary value for money.

Fun City: Inception: 1998 in UAE

As one of the best-recognized family entertainment brands, Fun City caters

to ba-bies and toddlers and teenagers as well as parents, putting a smile on
everyone's face

In keeping with the Group‟s tradition of making every shopping experience

even more rewarding and memorable,
The Inner Circle – Landmark Group‟s Loyalty program allows members, to
enjoy exclusive benefits and privileges such as reward points and exciting
offers. The In-ner Circle is today recognized amongst the leading Loyalty
Program in the country with a member base of over 1.7 million. The card is
accepted across all Landmark Group‟s umbrella of brands in India.

Max offers a truly international shopping experience, a fact borne by

numerous ac-colades:
Most Admired Fashion Retail Destination of the Year– Images Fashion
Awards 2011 & 2012

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CUSTOMER SATISFACTION TOWARDS MAX-FASHION’S

Most Admired Retailer of the Year - Home & Interiors Category for Home
Centre from Images Retail for 2009 & 2010

•Most Admired Retailer of the Year – Department Store‟ from Images

Retail in 2008
Lycra Images Fashion Awards for the „Most Admired Large Format Retailer
of the Year‟ in 2006.
„Reid and Taylor‟ Retailer of the Year award for the year 2006
„ICICI – KSA Technopak Award for Retail Excellence‟ in 2005
„Most Respected Company in the Retail Sector‟ by Business World – IMRB
in 2003 and 2004.

Max has 73 stores in 31 towns and cities in India and is still expanding its
footprint across the country.

Landmark International Foundation for Empowerment (LIFE), founded in

2000, is an NGO that works in collaboration with the Government to
introduce various programs at the school and pre-school level in order to
improve the quality and ac-countability of the education system for the
underprivileged children.
Since its inception, LIFE Trust has been able to affect the lives of over
50,000 children annually in Mumbai, Chennai and Bangalore in India.

Page
CUSTOMER SATISFACTION TOWARDS MAX-FASHION’S

Page
38
 Data Analysis is done only after editing, coding, classification and

tabulation of data. After making the process, the data become meaningful

information. After analyzing the data, it should be interpreted.

Respondents Bangalore

Consumers 100

Total 100

Simple percentage analysis/percentage analysis refers to a special

king of ratio with the help of absolute figures it will be difficult to interpret

any meaning from the collected data, but when percentage are find out

then it becomes easy to find the relative difference between two or more

attributes. It is often used in data presentation for the simple number

reducing all of them to zero to hundred which fact facilitates relative

comparisons formula used for calculations.

Percentage = No. of respondents in each group/ Total respondents * 100

CUSTOMER SATISFACTION FASHION’S

SL.NO AGE PERCENTAGE

RESPONDENTS
1 20-30 32 32%

2 30-40 38 38%

3 40-50 22 22%

4 50-60 18 18%

100%

ANA LY
SI

The above table shows that 22% of the total respondents approached are

between the age group of 40-50 . 19% of the respondents are between the age group of

30-40, 22% of the respondents are between the age group of 30-35, 18%% of the

respondents are in the age group of 50-60 and 32% of the respondents are in the age

group of 20-30.
 38%
40%

35% 32%

30%

25% 22%
18%
20%

15%

10%

5%

0%
20-30 30-40 40-50 50-60

Majority of the respondents fall between the age group of 30-40 and

above.

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41
 GENDER NO. OF RESPONDENTS PERCENTAGE

MALE 76 76%

FEMALE 24 24%

TOTAL 100 100%

The above table shows that 76% of the respondents are males and
24% of

the respondents are female.

Page 42
 Most of the respondents approached were males.

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43
 OCCUPATION NO. OF RESPONDENTS PERCENTAGE

STUDENTS 34 34%

EMPLOYEES 28 28%

BUSINESS 26 26%

PROFESSIONAL 12 12%

TOTAL 100 100%

The above table shows that 34% of the respondents are students, 28%

of the respondents are employees, 26% of the respondents are businesss,

and 12% of the respondents were professionals.

Page 44
I

Most of the respondents approached are students.

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45
 INCOME NO. OF PERCENTAGE
RESPONDENTS
LESS THAN 10000 16 16%

10000-20000 22 22%

20000-30000 30 30%

30000-40000 32 32%

TOTAL 100 100%

The above table shows that 16% of the respondents are less than 10000,
22% of the respondents are 10000-20000, 30% of the respondents are

20000-30000, and 32% of the respondents were 30000-40000.

Page 46
 GRAPH.4

SH

35%
30%
25%
20%
15%
10%
5%
0%
>10,000 10,000-20,000 20,000-30,000 30,000-40,000

Most of the respondents approached are 30000-40000.

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47
 NO. OF PERCENTAGE
RESPONDENTS
YES 96 96%

NO 4 4%

TOTAL 100 100%

The above table shows that 96% of the respondents are yes and 4% of
the

respondents are no.

 Most of the respondents approached are yes.

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49
 NO. OF PERCENTAGE
RESPONDENTS
YES 96 96%

NO 4 4%

TOTAL 100 100%

The above table shows that 96% of the respondents are yes and 4%

of the respondents are no.

Page 50
 Most of the respondents approached are yes.

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51
 NO. OF PERCENTAGE
RESPONDENTS
SHOPPING MALL 56 56%

RETAIL SHOP 32 32%

ONLINE SHOPPING 4 4%

OTHERS 8 8%

TOTAL 100 100%

The above table shows that 56% of the respondents are shopping mall,
32% of the respondents are retail shop, 4% of the respondents are online

shopping, and 8% of the respondents were others.

Page 52
 Most of the respondents approached are shopping mall.

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53
 NO. OF PERCENTAGE
RESPONDENTS
QUALITY 32 32%

PRICE 48 48%

COLLECTION 16 16%

OTHERS 4 4%

TOTAL 100 100%

The above table shows that 32% of the respondents are quality, 48%

of the respondents are price, 16% of the respondents are collection and 4%

of the respondents were others.

Page 54
 Most of the respondents approached are price.

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55
CUSTOMER SATISFACTION TOWARDS MAX-FASHION’S

TABLE. 9

TABLE REPRESENTING THE RESPONDENTS FREQUENCY OF THE

VISIT

NO. OF PERCENTAGE
RESPONDENTS
MONTHLY 36 36%

QUARTERLY 44 44%

HALF YEARLY 16 16%

YEARLY 4 4%

TOTAL 100 100%

ANALYSIS

The above table shows that 36% of the respondents are monthly, 44%
of the respondents are quarterly, 16% of the respondents are half yearly

and 4% of the respondents were yearly.

Page 56
 Most of the respondents approached are quarterly.

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57
 NO. OF PERCENTAGE
RESPONDENTS
EXCELLENT 20 20%

GOOD 56 56%

AVERAGE 24 24%

BAD 0 0%

TOTAL 100 100%

The above table shows that 20% of the respondents are excellent, 56%

of the respondents are good, 24% of the respondents are average and 0%

of the respondents were bad.

Page 58
 Most of the respondents approached are good.

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59
 NO. OF PERCENTAGE
RESPONDENTS
EXCELLENT 20 20%

GOOD 52 52%

AVERAGE 28 28%

BAD 0 0%

TOTAL 100 100%

The above table shows that 20% of the respondents are excellent, 52%
of the respondents are good, 28% of the respondents are average and 0%

of the respondents were bad.

Page 60
 Most of the respondents approached are good.

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61
 NO. OF PERCENTAGE
RESPONDENTS
YES 92 92%

NO 8 8%

TOTAL 100 100%

The above table shows that 92% of the respondents are yes and 8% of
the

respondents are no.

I

Most of the respondents approached are yes.

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63
 NO. OF PERCENTAGE
RESPONDENTS
YES 88 88%

NO 12 12%

TOTAL 100 100%

The above table shows that 88% of the respondents are yes and 12% of
the

respondents are no.

 Most of the respondents approached are yes.

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65
 NO. OF PERCENTAGE
RESPONDENTS
YES 76 76%

NO 24 24%

TOTAL 100 100%

The above table shows that 76% of the respondents are yes and 24% of
the

respondents are no.

I

Most of the respondents approached are yes.

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67
 NO. OF PERCENTAGE
RESPONDENTS
WESTSIDE 36 36%

RELIANCE TRENDS 32 32%

SHOPPERS STOP 20 20%

OTHERS 12 12%

TOTAL 100 100%

The above table shows that 36% of the respondents are Westside,

32% of the respondents are reliance trends, 20% of the respondents are

shoppers stop and 12% of the respondents were others.

Page 68
 The above chat shows that major competitors of MAX is
Westside and Reliance trends.

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69
 NO. OF PERCENTAGE
RESPONDENTS
YES 92 92%

NO 8 8%

TOTAL 100 100%

The above table shows that 92% of the respondents are yes and 8% of
the

respondents are no.

 Most of the respondents approached are yes.

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71
 NO. OF PERCENTAGE
RESPONDENTS
EXCELLENT 28 28%

GOOD 64 64%

AVERAGE 8 8%

BAD 0 0%

TOTAL 100 100%

The above table shows that 28% of the respondents are excellent, 64%
of the respondents are good, 8% of the respondents are average and 0% of

the respondents were bad.

Page 72
 Most of the respondents approached are good.

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73
 NO. OF PERCENTAGE
RESPONDENTS
YES 92 92%

NO 8 8%

TOTAL 100 100%

The above table shows that 92% of the respondents are yes and 8% of
the

respondents are no.

 NO. OF PERCENTAGE
RESPONDENTS
YES 60 60%

NO 40 40%

TOTAL 100 100%

The above table shows that 60% of the respondents are yes and 40% of
the

respondents are no.

 Most of the respondents approached are yes.

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77
 NO. OF PERCENTAGE
RESPONDENTS
YES 40 40%

NO 36 36%

MAY BE 24 24%

TOTAL 100 100%

The above table shows that 40% of the respondents are yes and 36%

of the respondents are no and 24% of the respondents are may be.

Page 78
 Most of the respondents approached are yes.

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79
 Page
80
Fifty Six percentage of dealers deal with MAX-FASHION. Most of the

dealers deal with MAX-FASHION also and are ready to provide service

to the company in the future also.

Most of the respondents are of the opinion that the competitiveness of

MAX-FASHION product is very good and this attracts them to deal

more products.

Majority of the respondents are of the impression that there is a reasonable

price for the product of MAX-FASHIONs.

Quality and Goodwill are the special features considered by the

respondents to purchase or select the MAX-FASHION product.

Most of the dealers have a good opinion about the profit margin offered by

the MAX-FASHION.

Majority of the dealers have an opinion that durability and technology used

by MAX-FASHION are very good.

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81
Eighty four percentages of dealers says that increasing number of distribu-
tion channel is helpful to increase the marketing of products. But at

the same time there is a need for improving the performance of

distributional channel.

Majority of dealers says that there is a product delivery system

Most of the dealers have an opinion that the company make

promotional measures like advertisement for their products.

The respondents have a good opinion about the guarantee and warranty

pro-vided by the company.

Star fittings are the best sellers and are highly preferred by customers.

The respondents have a very good brand loyalty towards MAX-FASHION

products

Most of the respondents are satisfied in the availability of the products.

Majority of the respondents have an opinion that the external appearance

of the products should be improved.

Eighty four percentages of respondents have an opinion that the

company maintains better customer relationship.

Page
 The study was conducted for analyzing the influence of customer

satisfaction in the marketing of products of MAX-FASHIONs. The

consumers are attracted to purchase the product because of its quality

and reputation retained by MAX-FASHIONs. The company also maintains

better customer relationship. Changing trends and preferences influence

the marketing of products. The company provides promotional measures

and advertisements to attract more customers.

By making this research it should be proved that the satisfaction of

customers highly influenced the marketing of products, which is the

hypothesis set earlier, is to be proved. When one consumer purchases a

product and uses it and he satisfied in it, then he again purchases the same

branded product. Thus customer satisfaction is a major influencing factor

on the marketing and sale of the product.

Page
 Page
84
Company support to dealers should be improved. Meetings of dealers

should be conducted in district or area wise and handle their

problems in these meetings.

Better advertisement and other promotional measures should be provided

by the company to convince more customers.

External appearance of products should be improved. It is better to provide

more colours and colour mixing to attract the customers.

Make people aware about the importance and presence of high

percentage design garments at MAX-FASHION compared to other

brands.

There is a need to improve the performance of distribution channel, hence

to reach the MAX-FASHION products in the hands of customers of

remote area.

Provide more beneficial schemes to attract dealers and other consumers.

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85
 Page
86
C

QUESTIONARE

I Poonam Kumari , student of Cimage Professional college, Patna . I am

pursuing my B.B.A 5th SEM this project as a partial fulfillment of my BBA
Curriculum on

I kindly request you to spare few minutes of your precious time to fill this
form. The information given will be used purely for academy purpose only.
I also assure you that the answers given by you will be kept confidential.

Thanking You.

Name: ………………………………………………………….

Age:…………

Gender :
Male ( )
Female ( )

4. Occupation :

a) ()
Students
b) Service ()

c) ()
Business
d) ()
Professional

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CUSTOMER SATISFACTION TOWARDS MAX-FASHION’S

5. What is your Monthly income ?

a) Less than 10000 ()

b) 10000-20000 ()

c) 20000-30000 ()

d) 30000 & above ()

Do you think discount offer made by the company is beneficial for you?

Yes( )

No( )

Are you a brand conscious?

Yes( )

No( )

Where do you usually go for shopping?

a) Shopping mall ()
b) Retail shop ()

c) Online shopping ()

d) Others ()

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88
9) What makes you to do shopping at MAX?
a) Quality ()
b) Price ()

c) Collections ()

d) Others ()

10) How frequently you visit MAX?

a) Monthly ( )
b) Quarterly ( )

c) Half yearly ( )

d) Yearly ( )

How was your experience visiting at the MAX showroom?

Excellent( )
b) Good ()
c) Average ()
d) Bad ()

How does the employee of MAX give you personal care?

Exellent( )

Good( )

Average( )

d) Bad ( )
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89
Are you satisfied with the collection of MAX?

Yes( )

No( )

Do you recommend your family and friends to go for shop at MAX?

Yes( )

No( )

Are you satisfied with the price of MAX compare to other brands?

Yes( )

No( )

Apart from MAX where else you shop?

a) Westside ( )
b) Reliance trends ( )

c) Shoppers stop ( )

d) Others ( )

Are you satisfied with the service given by the MAX store?

Yes( )

No( )

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90
18) How was the appearance of Showroom and cleanliness?

a) Excellent ()
b) Good ()

c) Average ()

d) Bad ()

19) Were you attended by the sales man swiftly?

a) Yes ( )

b) No ( )

20) Are you a inner circle customer?

a) Yes ( )

b) No ( )

__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
_______

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91
 Page
92
 AUTHOR
 Marketing management (2013 edition) Philip Kotler

 Consumer Behaviour (2013 edition) Suja Nair

 Business Research Method (2013 edition) Appannaiah

Reddy

www.wikipedia.org

www.google.co.in

www.maxfashionindia.com
www.landmarkgroup.com

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93