BIJUPATNAIKINSTITUTEOFINFORMATIONTECHNOLOGY

&MANAGEMENTSTUDIES(BIITM), BHUBANESWAR

Annexure 1

SUMMER INTERNSHIP
PROJECT 2024

REPORT TITLE
Customer Satisfaction

SUBMITTEDBY
Rakesh Kumar Swain
MBA Batch: 2023-25
University Rgd.no: 2306258137

Faculty Guide Corporate Guide

Dr. Sasmita Mohapatra Mr. Santosh Raulo

Assistance Prof. Assistant Store Mg.
(Operations) Max, Berhampur
 Annexure 2

CERTIFICATE OF INTERNAL GUIDE

This is to certify that Mr. Rakesh Kumar Swain bearing university registration
no.2306258137 of (2023-25 batch), has completed his/her summer internship at Max
Fashion, Berhampur from 01-06-2024 to 17-07-2024 under the supervision of Mr.
Santosh Raulo (corporate guide) and has submitted this project report under my
guidance in partial fulfillment of the requirements for award of the degree of Master
of Business Administration at Biju Patnaik Institute of Information Technology &
Management Studies, Bhubaneswar. To the best of my knowledge and belief, this
project report has been prepared by the student and has not been submitted to any other
institute or university for the award of any degree or diploma.

Date: Signature of the Internal Guide

Place: Bhubaneswar Name: Dr. Sasmita Mohapatra
Designation: Assistance
Professor
(Operations)

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 Annexure 3

DECLARATION

I, Mr. Rakesh Kumar Swain Bearing university registration no.2306258137 (2023-25

batch), hereby declare that the project report titled Customer Satisfaction is based on
my internship at Max Fashion Berhampur, Odisha during the period 01-06- 2024 to 17-
07-2024 and is an original work done by me under the supervision of Mr. Santosh Raulo
(Corporate Guide) and Dr. Sasmita Mohapatra (Internal Guide). This report is being
submitted to Biju Patnaik Institute of Information Technology & Management Studies,
Bhubaneswar, affiliated to Biju Patnaik University of Technology, Odisha, in partial
fulfillment of the requirements for the award of the degree of Master of Business
Administration. This project report has not been submitted to any other
institute/university for the award of any degree or diploma.

Date:
Place: Bhubaneswar Signature

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 Annexure 4

Joining Letter

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 Annexure 5

Relieving Letter

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 EXECUTIVE SUMMARY

Achieving customer satisfaction is a formidable challenge for any organization. Satisfied customers
enable a company to effectively measure its business performance, potential, market position, and
areas needing improvement. Earning customer trust requires patience and sustained effort. Businesses
monitor customer satisfaction to enhance their customer base, loyalty, revenue, profits, market share,
and overall viability. While profit maximization is a key driver, leading companies prioritize the
customer experience, recognizing that customer satisfaction is crucial for survival and profitability.
Satisfaction is contingent on the quality of customer experiences and the products or services they
receive.
As such, customer satisfaction is a primary objective of process improvement programs. To gauge how
satisfied our customers are, one effective method is through Customer Satisfaction Surveys. These
surveys provide management with critical insights into customers' satisfaction levels with both
products and associated services. Employees and management can leverage survey data to identify
opportunities for continuous process improvement and to monitor the impact of these enhancements.
This paper outlines the process of designing a customer satisfaction questionnaire, tracking survey
results, and generating reports that convert survey data into actionable insights.
A structured questionnaire was employed to gather necessary information and assess customer
satisfaction. A simple random sampling method was chosen for this study, with a sample size of 50
respondents from Berhampur. Each question in the questionnaire was critically analyzed to provide
managerial implications. The analyzed data was then visualized in diagrams for ease of understanding.
Additionally, the study involved gaining an understanding of basic store operations at Max Fashion in
Berhampur. Developing a robust strategy to enhance customer satisfaction is essential for capturing
customer attention and expanding market penetration within the target area.

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 TABLE OF CONTENTS

Serial No. Particulars Page no.

Chapter-I Introduction 9 - 11

Scope 12

Objectives 12

Methodology 13

Limitations 13

Chapter-II Company Profile 15 - 25

Industry Analysis 26 - 31

Chapter-III Competitor Analysis 33 - 37

Chapter-IV Customer Analysis 39 - 42

Chapter-V Data Analysis 44 - 57

Findings 58

Actual Work Done 58 - 59

Chapter-VI Suggestions 61

Conclusion 61

Bibliography 62

Annexure 6 63 - 64

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 Chapter-1

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 INTRODUCTION
.
“It is no longer enough to satisfy customers. You must delight them.” - Philip Kotler
Customer satisfaction is a vital indicator of a firm's effectiveness in delivering products and services
that meet or exceed client expectations. Retaining existing consumers while acquiring new ones is
crucial. Customer satisfaction signals purchase intent and loyalty among consumers, a necessity in the
post-pandemic era. It is essential across various sectors, including health, hospitality, and retail.
In the retail industry, where consumer buying behavior has significantly shifted due to the pandemic,
prioritizing customer satisfaction is paramount. Several factors influence customer satisfaction,
including price and brand popularity, which moderate the relationship between satisfaction and the
overall customer experience. Hospitality industry players strive to meet customer needs to foster brand
loyalty and maintain a loyal client base. Over the past decade, practitioners have focused on building
and maintaining future customer relationships, with brand loyalty as a primary goal amid growing
market competition.
Customer service encompasses activities designed to enhance customer satisfaction before, during,
and after a purchase. As Turban defines it, “Customer service is a series of activities designed to
enhance the level of customer satisfaction – that is, the feeling that a product or service has met the
customer expectation.” Its importance varies by product, industry, and customer. For instance,
defective merchandise can often be exchanged with a receipt within a specified timeframe. Max
Fashion, for example, has dedicated desks or counters for handling returns, exchanges, and complaints,
or performs these functions at the point of sale. The success of these interactions depends on
employees' ability to adapt to customer personalities.
Customer service significantly impacts an organization's revenue generation capabilities. Therefore, it
should be an integral part of a systematic improvement approach. A single customer service experience
can reshape a customer's entire perception of the organization. Customer support includes a range of
services to help customers make cost-effective and correct use of a product, covering planning,
installation, training, troubleshooting, maintenance, upgrading, and disposal.The field of my research
is Customer Satisfaction which focuses on customer‘s perceptions. Many firms are interested in
understanding what their customers thought about their shopping or purchase experience, because
finding new customers is generally more costly and difficult than servicing existing or repeat
customers. Such researches provide a wider scope to the firms in the terms of high customer
satisfaction.

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Customer Satisfaction Attributes

1. Quality: The quality of a product or service is fundamental to customer satisfaction. No amount

of aggressive PR or marketing can compensate for a subpar product or service. Therefore,
maintaining high standards of quality is essential.
2. Differentiation: In competitive markets like Berhampur, with numerous players such as Big
Bazaar, Pantaloons, and Reliance Trends, differentiation is crucial. While customer service may
not be the sole deciding factor in product selection, word of mouth significantly influences
customer satisfaction. Superior quality and attractive discounts must be highlighted through
exceptional customer service, strategic marketing, and product excellence.
3. Access: The digital age has made finding products and services incredibly easy. Companies have
invested heavily to ensure that accessing their offerings via email and online platforms is seamless
and straightforward.
4. Perceived Value: When a product or service is priced high but delivers exceptional value,
customers perceive it as worthwhile. For example, when customers purchase trousers or denim
from Max Fashion, the product’s positive attributes outweigh the cost, creating a strong sense of
value.
5. Ambience: The shopping environment at Max Fashion significantly impacts customer purchasing
behavior. Customers expect a clean, safe, and well-organized store. A positive ambience enhances
the overall shopping experience and influences buying decisions.
6. Efficiency of Services: Speed of service, including billing and exchange processes, is critical. To
minimize customer wait times, Max Fashion has introduced additional billing and exchange
counters, enabling them to serve a higher number of customers efficiently.

Customer Segmentation of Max Fashion

1. Max Fashion primarily targets the young population of the country, who are most likely to follow
fashion trends. The brand promotes itself as India’s largest fashion destination.
2. Max Fashion caters to higher and upper-middle-class customers.
3. The large and growing segment of young working professionals is a preferred customer base for
Max Fashion.

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Some methods that todays firm adopt to increase the customer satisfaction :

Customer-Centric Attitude: Operations should be customer-centric, ensuring that the customer's

best interests are always prioritized. Service should be provided in a helpful manner and with a
smile. Both management and employees should demonstrate genuine interest in the customer and
strive to deliver an exceptional experience. In today's competitive environment, companies must go
beyond merely adhering to this golden rule of customer service.

Communication: Effective communication with customers is crucial. It is important to provide

customers with multiple contact options and to offer ways to reach them if they choose. Providing
email, telephone lines, web contact forms, or other means for customers to share comments or
complaints adds significant value.

Quality Control: Quality plays a pivotal role in customer satisfaction, directly impacting a
business's ability to meet customer expectations. Quality should be consistently monitored for both
services and products offered. Guarantees and a commitment to stand behind services and products
are essential components of quality assurance.

Customer Relationship Management Software: Customer relationship management (CRM)

software is a strategy that many companies employ to enhance customer satisfaction. By utilizing
CRM tools and their accompanying philosophies, businesses can analyze and understand customer
needs, striving to meet these demands even before customers enter the store.

Ask for Feedback: Actively seeking customer feedback is a valuable practice for increasing
customer satisfaction. There is no better way to understand how to satisfy customers than by asking
them directly. Surveys, questionnaires, conversations with customers while they shop, and follow-up
calls or emails are all effective methods for gathering feedback.

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 SCOPE OF THE STUDY

This project study offers valuable insights in the following areas:

1. It aims to provide a comprehensive overview of customer satisfaction levels with Max

Fashion in the Indian market.
2. The study facilitates a comparative analysis of customer satisfaction, which assists companies
in retaining existing customers and attracting new ones.
3. It assesses the competitive landscape in the current market.
4. It aids in understanding the company's current market position and overall situation.

OBJECTIVE OF THE STUDY

The important objectives of the topic "A Study on Customer Satisfaction and buying behaviour of the
customers at Max Fashion" are :
1. To study the satisfaction level of customers with regard to Max Fashion.
2. To find out the buying behaviour of the customers coming in to Max Fashion.
3. To analyse the factors that influences the customers while buying the product.

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 RESEARCH METHODOLOGY

Title of the project:

A Study on Customer Satisfaction and Buying Behavior of Customers at Max Fashion,
Berhampur

Methodology Adopted for the Study

 Observing the operations of various departments

 Visiting and browsing the company's websites
 Engaging in discussions with executives, managers, and employees
 Utilizing both primary and secondary data

Sources of Data

Primary Source: The primary data was gathered through a survey. Questionnaires were prepared
and distributed to customers at the Max Fashion store. The questionnaire contained 10 questions,
with responses recorded on a scale of strongly disagree, disagree, uncertain, agree, and strongly
agree for some questions. The collected data was then analyzed to derive interpretations and
findings.

Secondary Source: To gain a comprehensive understanding of customer service at Max Fashion,

additional data was collected from the official Max Fashion websites and articles from various search
engines such as Google.

Limitations of the Study

 The study is limited to respondents from Max Fashion in Berhampur, excluding views from
other areas.
 Respondents were solely customers of Max Fashion.
 The sample size of 50 is insufficient to represent the entire population's opinions.
 The time available for conducting the research was very limited.
 Some respondents frequently chose "neither agree nor disagree," making it challenging to
analyze and reach accurate conclusions.

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 Chapter-2

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 COMPANY PROFILE

Company Name Landmark Group

Founded 1973 in Dubai, UAE

Chairman and Founder Mickey Jagtiani

Chairwoman Renuka Jagtiani

Group Directors Aarti Jagtiani, Nisha Jagtiani, Rahul Jagtiani

Vision To be among the top 3 retail players in three

of the fastest growing retail markets in the
world.
Mission Always look ahead, build today to achieve
tomorrow

Values L.E.A.D with integrity in everything.

L - Listen- listening to understand the
customers and the team.
E - Empower- empowering the teams to
succeed.
A - Adapt- constantly adapt to stay ahead.
D - Deliver- Always delivering the best.

Business Retail, Hospitality and health-care

Products Apparel, Footwear, Consumer Electronics

Retails, Home Improvement, Furniture Retail,
Hotels, E- Commerce, Clinics, Malls
Net Income US $ 4.7 – Billion (approx 26,000 cr) in India.

No. of Outlets 2,300

Presence in no. of countries 22

Landmark Group :

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Landmark Group is a multinational conglomerate headquartered in Dubai, UAE, founded and
chaired by Micky Jagtiani. The group is engaged in retailing apparel, footwear, consumer electronics,
cosmetics and beauty products, home improvement items, and baby products. Additionally, the
group has significant interests in hospitality, leisure, healthcare, and mall management. It operates
several in-house brands and partners with other brands, functioning as a retailer.

Established in 1973 in Bahrain, Landmark Group has grown into one of the largest and most
successful retail organizations in the Middle East and India. As a diversified international retail and
hospitality conglomerate, the group encourages entrepreneurship to consistently deliver exceptional
value. Landmark Group operates over 1,200 outlets covering more than 18 million square feet across
the GCC, India, Egypt, Turkey, Jordan, Lebanon, Yemen, Sudan, Kenya, and Pakistan.

With a robust workforce of 55,000 employees, Landmark Group offers a value-driven product range
for families through its retail concepts: Centrepoint, Babyshop, Splash, Shoe Mart, Lifestyle,
Beautybay, Iconic, Emax, Home Centre, Q Home Décor, Candelite, Max, and Shoexpress. Besides
its in-house brands, the group holds franchise rights for some of the world's leading fashion and
footwear brands in its operating regions. Landmark Group has also diversified into leisure, food, and
hospitality with entities such as Fun City, Spaces, Citymax Hotels, Fitness First, Balance Wellbeing
360, and Foodmark, which operates both the group’s own and franchise food outlets.

Landmark Group's business is broadly classified into three segments: Retail, Hospitality, and
Healthcare. Retail remains the group’s core focus, encompassing apparel, furniture, footwear,
consumer electronics, cosmetics and beauty products, home improvement, and baby products.

Business Category Brand

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 Apparel Babyshop, Splash, Max, Lifestyle, Beautybay,
Iconic and Centrepoint( a single store format
housing Babyshop, Shoemart, Splash and
Lifestyle )
Footwear Shoemart, Shoeexpress, Shoemart
International Footwear

Furniture & Home Improvement Homecentre, Q Home Cecor, Home Box

Hospitality Citymax, Oasis malls, Foodmark, Spaces,

Fitness First, Fun City, Funville
Healthcare iCare Clinics, balance Wellness Club.

Other retail E- max ( Consumer Electronics), Sports One (

Fitness Gear), Candelite (Confectionery)

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Max Fashion :

Max Fashion is the international value fashion brand of the Dubai-based Landmark Group. Launched
in the UAE in May 2004, the brand was conceived to deliver international fashion and value to
discerning shoppers. Currently, Max is the largest fashion brand in the Middle East, North Africa,
South East Asia, and India. It operates over 500 stores covering 8.5 million square feet across 20
countries, including the United Arab Emirates, India, Saudi Arabia, Kuwait, Jordan, Bahrain, Qatar,
Oman, Kenya, Lebanon, Egypt, Algeria, Tunisia, Nigeria, Libya, Tanzania, Indonesia, Malaysia, Iraq,
and Syria.
Max Fashion in India :

Max Fashion made its debut in India with its first store in Indore in 2006, offering a wide range of
apparel, footwear, and accessories for the entire family, including women, men, children, and even
infants. With an extensive selection of both western and ethnic wear for young shoppers, Max
Fashion has become a perfect shopping destination for people of all age groups.

Max Fashion is expanding its reach to customers in Tier II towns through brand initiatives like Max
Fashion Icon, which caters to the aspirations of stylish youth, and Max Little Icon, which appeals to
family-oriented markets.

At Max Fashion, shoppers can expect the latest in international fashion from around the globe and a
wide range of products to choose from, all offered at competitive prices in a world-class shopping
environment. Max retails its own label merchandise, featuring in-house designs and carefully
planned color palettes for each season. Every season, a fresh collection of international designs,

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customized to the Indian market, is introduced. The brand continuously adapts to the evolving needs
of shoppers, introducing new designs, silhouettes, and fabrics each season.

With over 400 stores spread across 176 cities in India, Max offers more than 40 million products,
including apparel, footwear, and accessories for the entire family.

Vision:

To establish a truly global brand that offers growth opportunities for the company and its employees,
while striving to become the leading value fashion retailer across the Middle East and India.

Mission:

 Lead the market in value retailing.

 Offer fashionable products at affordable prices.
 Innovate, maintain cost-effectiveness, and stay globally competitive.
 Surpass customer expectations.
 Provide growth opportunities for employees.

Core Values:

 Maintain a constant focus on product and value enhancement.

 Continuously improve the customer shopping experience.
 Commit to staff training and development.
 Foster an open work culture.

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Company Structure :

Organisation Store Structure:

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Product Profile :

Max Retail specializes in a wide range of garment products, including Western wear, ethnic
collections, kids wear, men's wear, footwear, accessories, and concessionaire items available in Max
retail stores. The departments are organized as follows:

 Western Wear Department

 Ethnic Wear Department
 Kids Wear Department
 Men's Wear Department
 Footwear Department
 Accessories
 Concessionaires

Products are arranged into sub-departments within these categories, facilitating customer selection.

Western Wear Department: Offers a variety of items, including sporty attire, young fashion,
nightwear, and denim.

Ethnic Wear Department: Features products tailored to festivals and traditions, with higher sales
typically observed during festival seasons. This department includes Fusion and Traditional zones.

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In Kids Wear Department items available are :
INFANT BOYS (ZONE) T-shirts, Shirts, Trousers, Denims
2-8 BOYS (ZONE) T-shirts, Shirts, Trousers, Denims
8-14 BOYS (ZONE) T-shirts, Shirts, Trousers, Denims
INFANT GIRLS (ZONE) T-shirt, Shirt, Trousers, Skirts, Denims
2-8 GIRLS (ZONE) T-shirt, Shirt, Trousers, Skirts, Denims
8-14 GIRLS (ZONE) T-shirt, Shirt, Trousers, Skirts, Denims

Mens Wear Department :

Formals (zone) shirts & trousers, Semi formals (zone) shirts and trousers
Casual non denim (zone) t-shirts/shirts/trousers/cargos, Denim (zone) denim jeans/
t-shirts/shirts, jackets , Inner wear briefs and vests, Active wear/sports wear shorts/jackets.

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Foot Wear Department :
In foot wear department products are from Max company product and some of less popular brand like
360 company product.
Mens - Shoes (Formal, Casual, Sports) Sandals, Slippers
Ladies - High Heel, Medium Heels & Flats, Sports & Casual Shoes
Kids Infants, Girls & Boys Shoes and Sandals
Accessories :
Necklace, Bracelet, Earring, Clips Caps, Bags, Gift Items.
Concessionaires :
These are brands like Peter England, Integriti, Turtle which form part of MAX store.

Implementation of 4P’s of marketing in Max Fashion ;

Price :
Price is the amount that consumers will be willing to pay for a product. Marketers must link the price
to the product's real and perceived value, while also considering supply costs, seasonal discounts,
competitors' prices, and retail markup. In some cases, business decision-makers may raise the price
of a product to give it the appearance of luxury or exclusivity. Or, they may lower the price so more
consumers will try it.

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Marketers also need to determine when and if discounting is appropriate. A discount can draw in more
customers, but it can also give the impression that the product is less desirable than it was. The pricing
objective at Max fashion is to get "maximum Market share and to exceed the customer expectation in their
satisfaction level". Max fashion offers Financing at low interest rate. The concept of psychological
pricing (Rs 199, Rs 299 etc) is also used to attract customer. Max fashion also cater on special event
pricing. It refer to selling combo packs and offering discount to customer. The combo packs ad value
to customer and lead to increase sale Ex- Buy 2 get 1 free, buy 1 at 499 and 3 at 999.

Place :
Place is the consideration of where the product should be available—in brick-and-mortar stores and
online—and how it will be displayed.
The term place also refers to advertising the product in the right media to get the attention of target
consumers.

Promotion :
The goal of promotion is to communicate to consumers that they need this product and that it is
priced appropriately. Promotion encompasses advertising, public relations, and the overall media
strategy for introducing a product.
Promotion is one of the market mix elements. These elements are personal selling, advertising, sales
promotion, direct marketing, and publicity.
 To present information to consumers as well as others.
 To increase demand.
 To differentiate a product.

Max Fashion Membership Max Buddy

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Branding & Positioning Strategy :

Dubai based international chain, MAX Fashion sets a new record with the opening of its largest store
in Kochi, spanning over 25,000 sq.ft. Scaling presence to over 200 cities in India, the milestone launch
is a big move towards building the market in, Kerala. Further strengthening its position in south, Max
makes a significant brand shift, introducing specially designed collection for the youth. With 100 more
stores planned in the coming year, the brand gears up for steady expansion across top tier and
developing cities.
With its new brand positioning, “Max Style Min Price”, the large format store in Kochi offers a
unique retail experience at attractive prices. The collection for kids starts at INR 129, and trendy styles
for the fashion-forward youth are priced at INR 199, onwards. With multiple fashion stories the store
is a buzz with glam & style. This range for the young and contemporary audience adds bling to the
festive range. The Comic Culture tees line has many graphics and designs from the world of anime
movies, thematics & OTT series. Naruto & DragonBall Z, the two new additions to take over the
Anime frenzy.

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 INDUSTRIAL ANALYSIS

Introduction

Retailing, the most active and attractive sector of the last decade, involves selling goods or services
directly to final consumers for personal, non-business use. While retailing has been historically
present in India, it has recently experienced significant dynamism. As one of the largest sectors in the
global economy, retailing is undergoing a transition not only in India but worldwide. The Indian
retail industry has opened up to foreign majors and is crowded with players striving to offer excellent
products and value-for-money to Indian consumers. The country holds vast promise for retailers with
its growing spending power and rising middle class.

In 2020, India's retail market was valued at 883 billion USD, a decrease from 950 billion USD in
2018. By 2026, this value is expected to surpass 1.7 trillion USD, representing an increase of over
80% compared to 2018, with an annual growth rate of about 20%. Currently, the market is largely
dominated by small shops and stores, with the organized segment in its nascent stage and possessing
significant potential. Foreign giants like Walmart and IKEA have recently received government
approval to enter the Indian market after meeting all necessary compliances.

The purchasing power of Indian urban consumers is growing, and branded merchandise in categories
such as apparels, cosmetics, shoes, watches, beverages, food, and even jewelry are gradually
becoming lifestyle products widely accepted by urban Indian consumers. Indian retailers need to
capitalize on this growth by focusing on brand-building processes. The emphasis should be on retail
as a brand rather than merely retailers selling brands. Branding the retail business itself is crucial.

In preparing to face fierce competitive pressure, Indian retailers must recognize the value of building
their own stores as brands to reinforce their market positioning and communicate quality and value
for money. Sustainable competitive advantage will depend on translating core values—combining
products, image, and reputation—into a coherent retail brand strategy. There is no doubt that the
Indian retail scene is booming. Several large corporate houses, including Tata, Raheja, Piramal, and
Goenka, have already ventured into this arena, establishing beauty and health stores, supermarkets,
self-service music stores, new-age bookstores, and everyday-low-price stores.

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Market Size
 India’s retail market is predominantly dominated by the unorganized sector, with the organized
segment accounting for only 8 percent of the total retail landscape, according to a study by Booz
& Co and RAI.
 The Indian retail industry expanded by 10.6 percent between 2018 and 2019 and was projected
to reach between USD 750-850 billion by 2019, according to a report by Deloitte. Food and
grocery comprise the largest category within the retail sector, holding a 60 percent share,
followed by the apparel and mobile segments.
 Foreign direct investment (FDI) inflows in single-brand retail trading amounted to USD 95.36
million from April 2000 to December 2012, as reported by the Department of Industrial Policy
and Promotion (DIPP).

Government Initiative :
The Cabinet Committee on Economic Affairs (CCEA) has recently approved the application of
Swedish furniture retailer IKEA to enter the Indian market and establish a single-brand retail venture
in the country. The FDI investment will amount to Rs 10,500 crore (USD 1.76 billion), marking it as
the largest investment by a foreign brand in the Indian retail sector. Additionally, the government is
considering further simplifying investment norms in multi-brand retail to attract foreign retailers who
are hesitant about certain clauses. Mr. Anand Sharma, the Commerce and Industry Minister, has
reiterated that any FDI proposal in multi-brand retail will be expedited.

Nature of competition :

The retail industry is intensely competitive, with minimal barriers to entry. Companies contend with
numerous local, regional, and national retailers for customers, associates, prime locations,
merchandise, services, and other crucial business aspects. This sector is marked by a multitude of
players, both large and small, vying for market share. The advent of e-commerce has further
intensified competition, as online retailers can access a global market and offer a broader range of
products at competitive prices.

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Porter’s Five Force Model Analysis :

1. THREATS OF NEWS ENTRANT

 E-commerce apparel websites such as Myntra, Yepme, and Jabong pose significant threats as
new entrants in the industry. These startups have already established a strong presence in the
minds of customers by offering a wide range and variety of products along with attractive
discounts.
 In the brick-and-mortar sector, the rapid expansion of Market Share V R Mart Retail is also a
potential threat. Stores like these have successfully extended their reach to rural customers.
 The fashion industry, in its current state, represents a 'high risk, high reward' scenario for new
entrants. While it is relatively easy to enter the market and replicate existing products,
gaining market acceptance and consumer interest is a significant challenge.

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 2. BARGAINING POWER OF SUPPLIERS

 · Historically, retailers have sought to leverage their relationships with suppliers. The
bargaining power of suppliers is moderate due to the size and concentration of major retailers.
 · To reduce supplier power and retain customers, retailers aim to differentiate their products and
establish strong brands. Securing a contract with a large retailer, such as Wal-Mart, can be
pivotal for a small supplier's success.
 · In the retail industry, suppliers generally possess less power, while individual private
customers have relatively low bargaining power compared to large, organized retail chains.

3. POWER OF BUYERS

 Individual customers have limited bargaining power with retail stores.

 It is challenging to negotiate a better price with a clerk at a store like Safeway for items such as
grapes.
 Collectively, when customers demand high-quality products at competitive prices, it encourages
retailers to maintain fair practices.

4. THREATS OF SUBSTITUTES

 The trend in retail is to offer a broad range of products and services rather than specializing in a
single category.
 This implies that the products available in one store are likely to be found in another.
 Retailers providing unique products possess a distinct or absolute advantage over their
competitors.

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PESTEL ANALYSIS :
A PEST (Political, Economic, Social and Technological) analysis is a major part of the
environmental scanning section of strategic management and it is used by companies during
market research and strategic analysis.
Using a PEST analysis helps a business to understand various macro environmental factors that
they need to take into consideration when determining the decline or growth of a particular market.

 Political (Legal) Aspects:

An Industry will not be able to gain success, good reputation and trust if it will not consider
legal and political sector as part of their strategy. Political and legal sectors include the needs
of the company to follow the given policies and regulations of the government in order to be
considered as legal and authorized business company. In this manner, industry should be able to
consider political and legal aspects so as to show that they value the policies and regulations of the
government in any of the business operations.
 Tax policy
 Employment laws
 Political stability
 Environmental regulations
 Trade and tariff restrictions

 Economic Aspects:
It is important that apparel must also give enough attention to its economic stability. The
economic goal of a certain industry is like an axis in which other objectives or goals are revolving.
The economic factor involves the context in which an industry belongs, i.e. the configuration of
the competition in which a company operates the active demand of the products, general economic
condition of the nation or region, conditions in relation with other industries, and the situation of the
resource markets.

 Economic stability
 Economic growth
 Interest rates
 Inflation rates
 Exchange rates
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  Socio-cultural Aspects:
Society and culture is an important factor that must be given emphasis by any business,
specifically those who are operating in the global arena. It is important that the company must operate
in compliance with the social systems in order to gain good reputation and effective public
image. On the other hand, cultural aspects is equally essential, in order to understand the various
needs of different individuals that belongs to different cultures.

 Population growth rate

 Age distribution
 Career attitudes
 Consumer behavior
 Religion and culture itself

 Technological Aspects:
The complexities of achieving business success through increased efficiency, effectiveness and
competitiveness, combined with innovative applications of modern technology, has heightened
the awareness of both technology and business managers towards more strategically oriented
approaches for planning and management of any industry. Hence, it is important that industry
must be able to give consideration to the technological aspects.

 Distribution and communication channels

 Technology incentives
 Automation
 Rate of technological change
 Environmental and ecological aspect
 Barriers to entry

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 Chapter – 3

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 COMPETITOR ANALYSIS

Competitor analysis is a critical component of any business strategy. It involves assessing the strengths
and weaknesses of other companies operating in the same industry, identifying opportunities and
threats, and formulating strategies to gain a competitive edge. Competitor analysis serves as the
foundation for strategic decision-making. By understanding the landscape in which a company
operates, businesses can make informed choices about their product offerings, pricing, marketing, and
overall positioning in the market. Competitor analysis is a crucial process for businesses seeking to
thrive in a competitive market. By understanding who your competitors are, what they do well, and
where they fall short, you can make informed strategic decisions that help your business grow and
succeed.

Competitor analysis typically involves the following steps:

1. Identify Competitors: The first step is to identify who the key competitors are in your industry.
These can include direct competitors who offer similar products or services, as well as indirect
competitors who might address the same customer needs in different ways.

2. Gather Information: Once competitors are identified, gather information about them. This includes
their financial data, market share, product offerings, customer base, and pricing strategies. Publicly
available information, industry reports, and customer feedback can be valuable sources.

3. SWOT Analysis: Conduct a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis for
each competitor. Assess their strengths, such as a strong brand or innovative technology, weaknesses
like operational inefficiencies, opportunities in the market they are pursuing, and threats they face,
such as regulatory changes.

4. Market Positioning: Determine how competitors position themselves in the market. Are they cost
leaders, product differentiators, or niche specialists? This insight will help you understand the
competitive landscape better.

5. Customer Feedback: Collect and analyze customer feedback on competitors' products or services.
Understand what customers like and dislike about their offerings. This can help identify areas for

33 | P a g e
improvement in your own business.

6. Pricing Strategies: Analyze the pricing strategies employed by your competitors. Are they targeting
premium customers with higher prices or aiming for cost-conscious consumers with lower prices? This
information can guide your pricing decisions.

The Major Competitors of Max Fashion :

 Shoppers Stop
 Pantaloons
 Reliance Trends

Shoppers Stop :

Shoppers Stop is an Indian retailing company promoted by the K Raheja Corp Group, started in the
year 1991 with its first store in Andheri, Mumbai. Shoppers Stop Ltd has been awarded "the Hall of
Fame" and won "the Emerging Market Retailer of the Year Award", by World Retail Congress
at Barcelona, on April 10, 2008. Shoppers Stop is listed on the BSE. As of 2013, Shoppers Stop has
73 stores in India. Shoppers Stop began by operating a chain of department stores under the name
“Shoppers Stop” in India. Shoppers Stop has 74 stores across 35 cities in India. Specifically, Shoppers
Stop stores retails clothing, accessories, handbags, shoes, jewellery, fragrances, cosmetics, health and
beauty products, home furnishing and decor products. Shoppers Stop launched its e-store with delivery
across major cities in India in 2008.

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Pantaloons :

Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain. The first
Pantaloons store was launched in Gariahat, Kolkata in 1997. There are 394 Pantaloons retail stores
spread across 195 cities and towns in India as of November, 2022. The state with the most number of
Pantaloons locations in India is Maharashtra, with 51 retail stores, which is about 13% of all Pantaloons
retail stores in India. Pantaloons was previously controlled by the Future Group, but has now been
taken over by Aditya Birla Nuvo Limited (ABNL). According to the Brand Trust Report, a study
conducted by Trust Research Advisory, Pantaloons featured among 100 most trusted brands in
India, Pantaloons is constantly extending its footprint into the rest of modern India. It spans a retail
space of 1.7 million square feet which is amongst the largest in India .

Reliance Trends :

Reliance Trends is fashion and accessories brand of Reliance Retail. It is the subsidiary company of
Reliance Retails. Reliance Trends was set up in the year 2008, today it houses almost 100 brands across
key markets in the country, owing approx 16 brands in the retail chain. It aims to offer good quality
fashion at a remarkably low price.
Trends is India's largest fashion retail chain across India. Trends offers stylish, high-quality products
across Womens wear, Mens wear, Kids wear and fashion accessories through a diversified portfolio
of own brands, national and international brands.

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Trends, an affordable fashion & lifestyle retailer which operates more than 2,300 stores in over 1,100
towns and cities across India, has opened its first such store with a new brand identity in Surat with
several more in the pipeline to be opened shortly.

Comparisons of the competitors :

Company Max Fashion Shoppers Stop Pantaloons Reliance

Name Trends

Founded May, 2004 October, 1991 May, 1997 July, 2006

Owners Landmark K. Raheja Aditya Birla Reliance Retail

Groups Corp. group Group

Products apparel, apparels, Apparels and Apparels,

footwear and fragrances, accessories for footwear,
accessories for accessories, entire family accessories
the entire cosmetics, and
family footwear, home home decor
décor and
furnishings

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 Material Polyster, Polyester, Polyester, Polyester,
used Polyviscose, polyviscose, polyviscose, polyviscose,
Cotton, lycra gorget. gorget. gorget

Net Income Rs. 970 crore Rs. 1,175 crore Rs. 1029 crore Rs. 1225 Crore
March, 2023 March, 2023 March, 2023 March, 2023

Position in Value pricing Premium Family Store Iconic youth

retailer brands retailer fashion brands
for entire family

Brands Max-private Fratini, Karrot BareDenim, Rio, Fig,

label, Kashish,
available Umm,Agile, Avaasa,
PeterEngland, Life, Stop.
Integriti, Turtle Honey,Akkriti, Fusion,
AnnaBelle, Frendz,
Allen Solly, Graviti
Spykar etc

No. of 400+ outlets 166+ outlets 344+ outlets 777+ outlets

Outlets
in India
Presence in 176 cities 40 cities 170+ cities 1100+ citites
no. of cities

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 Chapter – 4

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 CUSTOMER ANALYSIS

Max Fashion, like many retail companies, serves a diverse range of customers. As Max has positioned
itself as a youth brand, it also targets teenagers and college students within the age group of 18 to 24
years. Max Fashion audience is 50.02% male and 49.98% female and target audience for Max India is
primarily is contemporary middle class family and young working couples within the age group of 25
to 35 yrs. Here's a breakdown of the different types of customers Max Fashion may target or encounter:
1. Current Customers:
These are individuals who are already shopping at Max Fashion. They are loyal and have made
previous purchases. Max Fashion's goal is to retain and continue to meet the needs of these customers
by offering them new products and maintaining a high level of satisfaction.
2. Potential Customers:
Potential customers are individuals who have not yet shopped at Max Fashion but might be interested
in their products. Max Fashion may target these individuals through marketing and advertising to
convert them into customers.
3. Competitor's Customers:
These are individuals who shop at Max Fashion's competitors. Max Fashion may try to attract these
customers by offering competitive prices, a better selection of products, or a superior shopping
experience.
4. Non-Customers of the Product Category:
Max Fashion may have customers who shop for certain types of products but not for others. For
example, some customers may primarily buy clothing but not footwear or accessories. Max Fashion
can try to cross-sell to these customers by promoting other product categories.
5. Occasional Shoppers:
Some customers may only shop at Max Fashion on special occasions, such as holidays or special
events. These customers may be targeted with specific promotions during these times.

6. Demographic Segments:
Max Fashion may target specific demographic segments, such as age groups, gender, income levels,
and geographic locations. By understanding the preferences and needs of these segments, they can
tailor their products and marketing efforts accordingly.
7. Online Shoppers:
With the growth of e-commerce, Max Fashion targets customers who prefer to shop online. This
includes those who browse and purchase from their website or app.

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8. In-Store Shoppers:
Max Fashion also caters to customers who prefer the traditional in-store shopping experience. They
provide physical stores for these customers to browse and make purchases.
Customer segmentation :
 Demographics - For Males, Females, Kids of every age, cast & religion.
 Lifestyle - upper to middle class
 Occupation - All type E.g.: Professional managers, sales staff, students, Homemakers
 Geography- throughout the country
 Psychographics - Fashion Followers, Shopaholics, Trend setters
 Occasion - Seasonal, Holiday, special occasion & regular occasion
Targeting :
 Need based - Assortment of clothes for all classes
 Identification - Working class people, Students, Each & every member of a family
 Price conscious people as per their purchasing power

Middle income group people are enjoying more services of Max Fashion. It is a common practice in
marketing, and different types of customers may be categorized based on their behaviour, preferences,
and buying habits. At Max Fashion, a retail brand, you might find various types of customers, which
could be broadly classified into the following categories :
1. Economic Customers: These are customers who are primarily motivated by price and value. They
are often looking for the best deals and discounts. They may not be brand loyal and are willing to
switch brands or stores to save money. Max Fashion might attract economic customers with frequent
sales and promotions.
2. Cognitive Customers: Cognitive customers are more conscious of their purchasing decisions and
are likely to research products before making a purchase. They may consider factors like quality, brand
reputation, and customer reviews. Max Fashion can appeal to cognitive customers by emphasizing
product quality and offering detailed product information.
3. Passive Customers: Passive customers are not highly engaged with the shopping experience. They
may not actively seek out products or promotions but will make purchases when they come across
something they like. Max Fashion could engage passive customers through targeted marketing and in-
store displays.

4. Impulsive Customers: Impulsive customers make quick, unplanned purchases based on emotions

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or immediate desires. They are often attracted by visual merchandising, displays, and limited-time
offers. Max Fashion can target impulsive customers with eye-catching displays and limited-time
promotions.
The timing of customer requirements, customer life cycle, and seasonal factors can all play a
significant role in the retail industry, including at Max Fashion. Understanding these timing
considerations is crucial for effective inventory management, marketing strategies, and sales planning.
Here's a breakdown of how timing can impact Max Fashion :
Customer Life Cycle:
Different customers have different shopping patterns based on their life stages. For instance, parents
may shop for children's clothing at certain times of the year or when their children outgrow their
clothes. Young adults might be more active shoppers for trendy clothing during back-to-school or
holiday seasons.
Seasonal Factors:
Max Fashion, like most clothing retailers, is influenced by seasonal trends. They typically release new
collections for each season (spring/summer, fall/winter), so they need to plan their inventory and
marketing campaigns accordingly. Seasonal factors can also affect the type of clothing customers are
looking for. For example, winter coats and warm clothing are in demand during the winter season,
while summer attire is sought after in the warmer months.

Festivals and Special Occasions:

Certain festivals and special occasions drive increased shopping activity. For example, festivals like
Eid, Diwali, Christmas, and New Year's Eve prompt people to purchase new clothing. Retailers,
including Max Fashion, often have special promotions, discounts, and collections tailored for these
occasions to attract more customers.
Sales and Promotions:
Max Fashion, like many retailers, may have sales and promotions during specific times of the year,
such as Black Friday, Cyber Monday, and end-of-season clearance sales. Customers often wait for
these events to get the best deals, so timing is critical for attracting bargain-hunting shoppers.
Trend and Fashion Cycles:
The fashion industry operates on a cycle with trends coming in and out of style. Retailers like Max
Fashion must keep an eye on these cycles and introduce new styles and collections in line with current
fashion trends.

Inventory Management:

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Timely inventory management is essential to meet customer demand and avoid overstock or
understock situations. Retailers should use data analytics and historical sales data to anticipate
customer requirements.
E-commerce and Online Shopping:
With the rise of online shopping, customers can shop at any time, not just during store hours. This
means retailers need to have an online presence that is available 24/7 to accommodate the shopping
habits of their customers.

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 Chapter - 5

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 DATA ANALYSIS

1. Gender :
Particulars Frequency Valid Percent

Male 29 58.0
Female 21 42.0
Total 50 100.0

Analysis:
From the above table and the pie graph it is clearly observed that the number of males entering into
the Max Fashion stores are more when compared to that of females. But from the taken sample of 50
respondents, the number is quite same.
Interpretation:
From the taken sample of 50 respondents the number of males is higher than the number of females
but the number is quite same, so Max Fashion should not neglect on any gender as both are entering
into the stores in almost same numbers.
2. Age group :

Particular Frequency Valid Percent

20 - 30 34 68.0

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 30 – 40 10 20.0
40 - above 06 12.0
Total 50 100

Analysis:
From the above figure and the table it is clearly observed that most of the people entering into the Max
Fashion store belong to the age group of 20-30 years.
Interpretation:
As it is clear that the people of age group between 20-30 years are visiting the stores mostly. So Max
Fashion have to concentrate on attracting more people of this group. All the promotions should be
done in the way to influence the people of this age group to come into stores.
3. Occupation:
Particular Frequency Valid Percent
Student 22 44.0
Working Professional 17 34.0
Business 06 12.0
House- Wife 05 10.0
Total 50 100.0

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Analysis :
From the above bar graph it is very clear that most of the people who were entering the store are
students and next to students is working professionals, followed by the business people and House
wives.
Interpretation :
Max Fashion was getting its targets customers and it has to concentrate more on doing different types
of promotions for attracting the remaining classes of customers.

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4. How frequently do you visit Max Fashion store.
Particular Frequency Valid Percent
Weekly 04 8.0
Monthly 14 28.0
Offers 19 38.0
Whenever need arises 13 26.0
Total 50 100.0

Analysis:
From the above graph it is observed that 38% people entering the stores at the time of special offers,
28% people are coming to Max Fashion stores monthly and 26% are coming whenever they need and
just 8% people were coming into the stores on weekly basis.
Interpretation:
Most of the people coming into the stores during special offers and some are coming monthly and
when ever need arises for them. So, Max Fashion have to concentrate on maintaining the relationship
with the customers in such a way that it should retain its customers.

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 5. Are you happy with the location of Max Fashion stores in the city

Particular Frequency Valid Percent

Yes 31 62.0
No 19 38.0
Total 50 100.0

Analysis :
From the above figure it was clear that maximum people 62% feel that they were happy with the
location of the store in the city and remaining 38% were not happy with the location.
Interpretation :
It was clear that maximum of the respondents have told that Max Fashion stores were located at a good
location in the city and Max fashion can concentrate on bringing more customers into the stores as
they were located in the right location in the city.

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 6. Staff greeted you and offered to help you
Particular Frequency Valid Percent
Strongly Agree 12 24.0
Agree 33 66.0
Disagree 05 10.0
Total 50 100.0

Analysis:
From the above table and figure it is clear that 66% of people agreed that staff greeted them and offered
to help them, 24% have strongly agreed, only 10% were disagree.
Interpretation:
From the total of 50 respondents no one has given the response as strongly disagree and very less have
given disagree, so it is very good that no one have negative response regarding this. So Max Fashion
can concentrate on training the employees in a better way for assisting different types of customers,
employees must be made to communicate in the language which was understandable to the customers.

7. Staff was available in a timely manner.

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 Particular Frequency Valid Percent
Strongly Agree 09 18.0
Agree 34 68.0
Disagree 07 14.0
Total 50 100.0

Analysis:

More than 60% of the respondents agreed that staff was available to assist them in timely manner and 18%
of respondents have strongly agreed and just 14% of respondents disagreed.

Interpretation:

From the above data it is clearly understood that very few customers feel that staff was not available in
timely manner and the maximum of the respondents feel that staff was available.

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8. Do the store provides convenient parking for customers.

Particular Frequency Valid Percent

Yes 39 78.0
No 11 22.0
Total 50 100.0

Analysis:

78% of the respondents feel that they have convenient parking space and 22% of respondents feel they
don’t have convenient parking space.

Interpretation:

The Max Fashion store having enough parking space but some people are feeling that they don’t have
convenient parking. This may be because parking vehicles in the parking space is not properly
managed. If the parking space is not available for customers there may be chance that they may get
negative impression on entire Max Fashion.
9. How did you come to know about Max Fashion.

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 Particular Frequency Valid Percent
TV ads 04 8.0
Leaflets 08 16.0
Friends and Relatives 18 36.0
Banners and hoardings 20 40.0
Total 50 100.0

Analysis:

From the above data it was clearly observed that 40% of people came to know about Max Fashion through
banners and hoardings and 36 % of people through their friends and relatives, through leaflets is 16%
and through television advertisement is 8%.
Interpretation:

Many customers came to know about Max Fashion from the banners and hoardings. Max Fashion is getting
mouth publicity without any cost to company also helps Max Fashion as many customers came to
know about Max Fashion from their friends and relatives. We cannot neglect the number of customers
coming by seeing the advertisements in television and by receiving pamphlets, they both confine a
total of 24%. So we can concentrate on doing these activities more effectively.

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10. Would you like to recommend Max Fashion to your friends and family?

Particular Frequency Valid Percent

Yes 41 82.0
No 09 18.0
Total 50 100.0

Analysis:

82% of respondents said that they would like to recommend Max Fashion to their friends and relatives,
only 18 % said that they would not like to recommend Max Fashion.

Interpretation:

It is very good for Max Fashion that 82% of people who are coming into store like to visit the store again
and also they would like to recommend Max Fashion to others. So Max Fashion can concentrate on
the remaining people who are not likely to recommend Max Fashion to others by assisting them in
providing what they want .

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11. The offers available in the store are good value for money.
Particular Frequency Valid Percent
Strongly Agree 06 12.0
Agree 37 74.0
Disagree 04 8.0
Strongly Disagree 03 6.0
Total 50 100.0

Analysis:

From the above data table it is clear that 74% of respondents feel that the merchandise offered by Max
Fashion was good values for money and 12% feel that they strongly agree and only 8% of respondents
disagree and 6% strongly disagree.

Interpretation:
86% feel that the offers available in the store are good value for money. So maximum people find the
pricing and offers in the Max Fashion store was good.

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12. Where do you usually shop for if not Max Fashion.

Particular Frequency Valid Percent

Reliance Trends 17 34.0
Pantaloons 15 30.0
Shoppers Stop 06 12.0
Brand Factory 05 10.0
Mega Mart 04 8.0
Others 03 6.0
Total 50 100.0

Analysis:
From the above data it is observed that 34% prefer shopping in Reliance Trends, 30% prefer to shop
in Pantaloons, 12% in Shoppers Stop, 10% in Brand Factory, 8% in Mega Mart and 6% in other types
of retail apparel stores.
13. How do you rate your experience in Max Fashion with regard to
a) Customer service :

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 Particular Frequency Valid Percent
Excellent 05 10.0
Good 32 64.0
Average 13 26.0
Total 50 100.0

Analysis:
From the total respondents of 50, 64% feel that customer service at Max Fashion was good, 26% of
respondents feel it is average and 10% of respondents feel that it is excellent.
Interpretation:
From the analysis we can understand that no one customer from respondents feel that customer service
at Max Fashion is poor. Maximum of the respondents feel that customer service at Max Fashion is
good. Max Fashion can do better customer service for satisfying the remaining customers who feel it
is not good.

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b) Billing counter experience :
Particular Frequency Valid Percent
Good 21 42.0
Average 24 48.0
Fair 05 10.0
Total 50 100.0

Analysis:
From the above data it can be observed that 48% of respondents feel that their Billing experience in
Max Fashion is average. 42% of respondents feel it is good and 10% feel it is fair.
Interpretation:
It can be interpreted that not even half of the respondents feel that their billing experience in Max
Fashion is good and 48% of people feel it is average. So, it can be clearly observed that there was
negative impression on the billing. Max Fashion can increase the number of billing counters in the
store and keeping the experienced staff for doing the faster billing and to reduce the waiting time for
customers.

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 FINDINGS
 Most of the customers were looking for more well known brands, where Max Fashion
concentrating on their own private labels.
 A feedback book was kept near the billing counter, but very less customers were writing in the
feedback book.
 All the merchandise was not arranged according to their sizes.
 Some types of works like rebranding the different stalls in the store, electric works happening
in the store in the working hours creating disturbance to the customers.
 Customers in the Mens section feel that the collections for Mens have to be increased as the
sizes of the some products are not available.
 Some customers in the Mens section said that the Shirts and T-Shirts have to be more colourful
and more designs should be there, but the Mens collections of different designs in the store are
less, and all are almost similar models.
 Some customers are asking for the footwear, backpacks and bags.
 Max Fashion was loosing some customers who were coming into the store for buying the
footwear, backpacks or bags.
 Alteration time have to be reduced. Many customers are waiting in the store for alteration.

ACTUAL WORK DONE

An internship is a structured and temporary work experience program that provides individuals, often
students or recent graduates, with the opportunity to gain practical, on-the-job experience in a specific
industry or field of study. Internships can vary in duration, from a few weeks to several months, and
can be paid or unpaid. They are typically offered by organizations, businesses, non-profits, or
government agencies.
Internships provide a bridge between academic knowledge and practical experience, helping
individuals develop skills, make connections, and clarify their career goals. They are a valuable
stepping stone in the transition from education to the professional world.

Maintaining the Reports that shows the work done during the SIP are given below:
 Identify all the departments and as well as the sub-departments of the store, products, price,
and different brands.
 Customer handling in Mens wear department.

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  Assisted in store daily operational works.
 Inward and outward process of new stocks and also arranging new stock in the display and
DST.
 Collecting and maintaining customers data from the landmark rewards and calling the
customers regarding the Ganesh Puja and Durga Puja offers.
 Explaining the customers about the benefits of Max buddy and Max elite.
 Collecting some internal data like the analysis of this year and previous year targets and
achievements.
 Learned about the billing process.

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 Chapter - 6

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 SUGGESTIONS
 All the sizes must be made available in the stores so that Max Fashion will not lose out some
customers and new stocks should replenished properly on time.
 More popular brands have to be kept in the store, more customers were asking for that brands.
 All types of works which were happening in the stores have to be done before or after the
working hours of the store.
 New Collections in the Mens wear section can be increased.
 Promotional activities or marketing activities have to be monitored properly.So that they can
help Max Fashion to get more customers.

CONCLUSION
From the above findings the following are the conclusion on customer satisfaction with regards to Max
Fashion. From the study we conclude that all the customers are not fully satisfied with not only Max
Fashion, customers are finding some faults in the store. The customers entering into the store are happy
with the offers available in the store that the offers are good value for their money. But from my
observation I can conclude that Max Fashion was spending lot of money for different types of
marketing and promotional activities for driving more customers into the stores, but Max Fashion was
not concentrating on converting the people who entered the store into a final customers. After
conducting a thorough survey and research on Max Fashion it is observed that it has been perceived
as a good brand. It has good customer loyalty and also attracts a large number of new customers. It
also offers its customer a unique shopping experience a few brands can offer. It also got an advantage
of its locations situated in commercial locations. There are a good number of Max Fashion stores
located across the other cities which makes it easy for customers to access the stores. Customers
seemed to be happy when it came to the layout of the store, the merchandise, and cleanliness of the
store, ambience, etc. Consumers have high expectations from Max Fashion regarding pricing; they
expect good collection of clothes at much cheaper price. A lot of awareness programs may help in
getting better footfalls. The future for Max Fashion indeed seems to be bright and it should continue
to do well as seems apparent from the response of the customers.

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BIBLIOGRAPHY :
https://en.wikipedia.org/wiki/Max_Fashion
https://www.landmarkgroup.com/int/en/home
https://pestleanalysis.com/pestle-analysis-of-the-fashion-industry/
https://www.ibef.org/industry/indian-retail-industry-analysis-presentation
https://www.maxfashion.in/in/en/

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 ANNEXURE 6

I am undertaking a research project on customer satisfaction with regard to

Your feedback will be useful for my project. I assure that all the information from you will be kept

confidential and will be used only for my project. Kindly give your feedback.

Name: …………………………………. Occupation: ....................................

Gender: ................. Age Group: …………

Email: …………………………………. Mobile: ……………………………….

1. How frequently do you visit Max Fashion store ?

(a) Weekly (b) Monthly (c) During offers (d) Whenever need arises

2. Are you happy with the location of Max Fashion store in the city ?

(a)Yes (b) No

3. Staff greeted you and offered to help you ?

(a) Strongly agree (b) Agree (c) Strongly disagree (d) Disagree

4. Staff was available in a timely manner ?

(a)Strongly agree (b) Agree (c) Strongly disagree (d) Disagree

5. Do the store provides convenient parking for customers ?

(a)Yes (b)No

6. How did you come to know about Max Fashion ?

(a) TV advertisements (b) Leaflets (c) Banners & hoardings (d) Friends and relatives

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7. Do you like to visit Max Fashion store again ?

(a) Yes (b) No

If no Please specify reason____________________

8. Would you like to recommend Max Fashion to your friends or family ?

(a) Yes (b) No ,

If no Please specify reason____________________

9. The offers available in the store are good value for money ?

(a) Strongly agree (b) Agree (c) Strongly disagree (d) Disagree

10.Where do you usually shop for if not Max Fashion. Please mention

here_________________________

11.How do you rate your experience in Max Fashion with regard to

1. Customer service

a) Excellent (b) Good (c) Average (d) Fair (e) Poor

2. Billing counter experience

a) Excellent (b) Good (c) Average (d) Fair (e) Poor

12.Any suggestions or comments on how Max Fashion can give you a better shopping experience.

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

Thank You

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