To study the Customer Experience

Management practices & its impact on

consumers with respect to Retail
Apparel Industry

Under the guidance of

Mrs. Radhika Arora

By
Hitesh S.K
08YACM6015
 Industry profile

The garments industry in India is one of the best in

the world. An extremely well organized sector,
garment manufacturers, exporters, suppliers,
stockists and wholesalers are the gateway to an
extremely enterprising clothing and apparel industry
in India. There are numerous garments exporters,
garments manufacturers, readymade garments
exporters etc. both in the small scale as well as large
scale.
 Facts

 India is the sixth largest exporter of readymade

garments in the world.
 There are around 1200 million medium to large
scale textile companies in India
 14% of the industrial production in India is done
by the textile industry.
 It is the second largest employment creator after
agriculture.
Statement of the problem
In today’s fast track world where life is
running as never before, has turned our
world a competitive one leaving no other
option than to compete. Hence it is very
necessary to make sure that not only the
product but along with that customers
experience is properly taken care of. In
order to obtain an competitive edge its
very important to delight the customer’s
experience.
Objectives
 To assess the criteria for choosing a particular
retail store
 To assess the factors influencing customer
buying behavior when choosing apparel in a
store
 Consumer behavior towards shopping in retail
stores.
 To analyze customer service expectations from
organized retail stores
 To analyze the impact of ambience and store
image on purchase patterns
Data Collection Tool: Structured questionnaire and face-to-face interview
with customer.
 
Sources of data:
Information about the satisfaction of customers towards service
provided by the various outlets

Primary Data
 Questionnaire
 Face to face interview

Secondary data
Articles referred from internet pertaining to customer experience
management
 Findings
 48% of the respondents prefer only branded outfit. So the
branded attire will have substantial demand
 Range of product offered by a store plays a vital role in
attracting more number of customers and footfalls.
 27% of the respondents have said that price is the major
factor that influence purchase decision which is followed by
quality
 Customers expect a trail room which should have a dressing
table, ample space, enough hangers large mirrors and air
conditioned.
 Customers don’t like sales persons interrupt unnecessarily
 Suggestions

 Ambience helps in developing the overall experience

of customers. Hence special care should be given and
ambience should be taken care.
 Sales people should be trained well so that they are
more accommodating to the customer needs and be
of assistance without being intrusive.
 Shopping experience has always been strength of
organized retail store so it has to capitalize on this.
 Conclusion
Customer Experience Management is not, however, simply an old idea in
anew wrapper. In recent years a number of fundamental changes have
occurred in the business environment that have led to the emergence of
Customer Experience Management as both a strategic discipline and a
fast-growing industry, complete with a wide array of tools and solution
sets
The result is that there are now more services and products
available than at any time in the past, yet customer satisfaction are on a
downward slide. Customer Experience Management can help reverse that
slide by providing efficient business tools that make the interactions
between companies and customers more rewarding for both parties.
THANK YOU