Customer experience & satisfaction survey at DRESSLAND

retail store in Varanasi

ACKNOWLEDGEMENT

Nothing can be gained or acquired without hard work which leads to success.

The success of my survey work is the amalgamation of my hard work and co-operation of respondents, who delivered their precious time without any hesitation.

I do not have adequate words to convey my emotion rather than feeling of gratitude, for the people who helped me in making my survey report purposeful.

I take the opportunity to convey my sincere gratitude to my research mentor Mr. Sandeep Singh for his helpful guidance during my survey period.

First of all I would like to thank god and my parents who showered their blessing upon me in each step of my survey & I express my deep sense of gratitude to prof. P.N Jha, Director General of SMS, Varanasi, for providing me golden opportunity to bring up talent.

I am highly thankful and immensely obliged for his constant guidance and words of inspiration.

Last but not the least, I specially wish all my friends a vote of thanks as without their valuable supports this report would have not been possible.

DECLERATION

I, ARABINDA KUMAR JAIN student of PGDM (RM) 2nd Semester at SMS, Varanasi hereby declare that the project on “customer experience and satisfaction survey at DRESSLAND retail store in Varanasi” Is the result of my own effort, is raised on information collected, guidance given by my mentor & faculty member. The analysis of the project is correct to the best of my knowledge this report so far has not been published anywhere else.

PREFACE

Industry profiling is finding of data, relevant to specific industry. This project is a written presentation with observation and references derived from the secondary data.

The report starts by giving an industry profile, internal view about the company and their product line. In order to achieve the objective and better understand the problem of industry, it was decided to collect the secondary data concerning to particular industry.

Industry profiling was aimed to know the status of different Garment firms. All the findings are analyzed through tabulation data, graph, chart and percentage. At the last of the report you can find the suggestions and the recommendations based on the information gathered by data.

CONTENTS

1. INTRODUCTION

2. INDUSTRY OVERVIEW

3. GARMENTS INDUSTRY IN INDIA

4. REVOLUTION IN GARMENT WEARING

2. RESEARCH OBJECTIVES

3. RESEARCH METHODOLOGY

4. PRODUCTS AND BRAND

5. BRANDS PROVIDING BY DRESSLAND

6. FINDINGS

7. CONCLUSION

8. LIMITATION

9. BIBLIOGRAPHY

10. ANNEXURE

INTRODUCTION

Varanasi “Old city” the quarter near the banks of Ganga has crowded narrow wending lanes that are flanked by road, side shops and scores of Hindu temples. Varanasi’s labyrinthine old city is rich with culture and deservedly popular destination for travelers and tourists. Most popular places of Varanasi city are Gadulia, Lanka, Ramnagar, Rathyatra, Lahartara, sigra. Out of all popular area sigra is center of varanasi where a DRESSLAND show room is situated.

DRESSLAND is a multiband store of garments. There is a lot non organized, semi organized and organized garment stores in Varanasi. People from side areas also come here for their purchasing. There are a lot of traditional stores of garments situated in Varanasi which is running from 50 years ago. But people are more interested to purchase garments from DRESSLAND rather than the traditional stores. Because DRESSLAND provides quality, brand, customer experience and satisfaction to the customer. Customer experience is the sum of all experiences a customer has with supplier of goods or services over duration of their relationship with that supplier. Customer satisfaction is a measure of how products and services supplied by a company meet or surpass customer expectation.

GARMENT INDUSTRY IN INDIA

Garment is regarded as one of the basic needs of human being. From the early stage of human history it gained much more attention and developed overtime. The nature of clothing is so obvious and its presence so universal that we often overlook the brilliance of its invention. In considering what textile and clothing is, we must remember that the origin of the earliest and humblest cloth is lost to us; it pre-dates our recorded history; it precedes the age of metals and the invention of the wheel. As our civilization have grown, so has fabric developed with us, an integral part of every cultural stage, a resource in every struggle, a comfort in the most personal and domestic spheres of lives. Each of us has a relationship with fabric from cradle to grave (Gale and Kaur, 2002).

The term “garment” is used interchangeably with “apparel” and “clothing”. The “garment” includes readymade woven garments as well as knitwear and hosiery. The products of the garment industry are very diverse ranging from industrial work-wear to basic shirt. The concept of “textile complex” or “textile chain” includes the ginning of fibre, spinning yarn, weaving fabrics and operations like dyeing, processing, printing, finishing the fibre and finally making the Readymade Garments (RMG).

Garment making is one of the world’s most globalized industries. Almost every country, irrespective of its stage of development, is involved in garment manufacturing and trading. Many industrialized countries have had an important textile and garment manufacturing sector at some point in their history. In fact, almost without any exception, textile/garment was the first industry which a country was able to develop and eventually led to the development of other industries. Frequently, the growth of the garment sector has been seen as a first step on the road to industrialization, bringing growth and prosperity (war on want 2001).Growth in textile sector benefits other sector through increased demand for material inputs or machinery and equipment. In addition, the textile and apparel sectors depended on the presence of many modern economic activities. Through developing export- oriented textile and apparel industries, a country acquires crucial knowledge and skill such as marketing, advertising, transportation, and communication. These advances highlight the importance of the textile and apparel industries to a country’s development process (siddiqi, 2005).

The apparel industry is one of India's largest foreign exchange earners, accounting for nearly 16% of the country's total exports. The 1996 Indian textile exports approximately amounted to Rs.35,000 crores of which apparel occupied over Rs14,000 crores.

It has been estimated that India has approximately 30,000 readymade garment manufacturing units and around three million people are working in the industry. Today not only is the garment export business growing, enthusiasm in the minds of the foreign buyers is also at a high. Today many leading fashion labels are being associated with Indian products. India is increasingly being looked upon as a major supplier of high quality fashion apparels and Indian apparels have come to be appreciated in major markets internationally. The credit for this goes to our exporter community.

Consistent efforts towards extensive market coverage, improving technical capabilities and putting together an attractive and wide merchandise line has paid rich dividends. But till today, our clothing industry is dominated by sub-contractors and consists mainly of small units of 50 to 60 machines. India's supply base is medium quality, relatively high fashion, but small volume business.

Recent recession in Europe and the South Asian currency crisis have also contributed their own bits to the decimating Indian exports. Though these are expected to fizzle out soon, there is no reason for complacency on the part of Indian exporters or of the garment industry. The industry will be soon faced with open competition shorn of quotas or tariffs. Thus the need of the hour is to enlarge both manufacturing as well as the marketing base. Inculcation of a spirit of innovation by way

of research and development and tapping new markets especially in South Africa, Central Africa, CIS, East European countries, Latin America and Australia is also mandatory for export growth.

With a modest beginning in early sixties, the export of readymade garments from India has registered a consistent and imperative growth rate of 30% over the last three decades. The exports of readymade garments alone contribute almost 15% to the country’s foreign exchange revenue. Total contributions from exports of Textiles constitute almost 30% of foreign exchange. On a rough estimate two million people are earning their living from the RMG (Ready Made Garment) trade earnings. In spite of these impressive statistics India’s share in international RMG trade is less than 3% which indicate the tremendous scope that exists for the growth of the Industry.

RMG industry in India is buoyant and after decades of exposure to international competition, it has identified its strength, weakness and constantly endeavoring to upgrade the manufacturing facilities, boots the production and improves the quality of the merchandise. Government of India, under its liberalization policy has also moved to remove the bottlenecks in the growth of industry and current decade can see a speedy growth of the RMG industry. Target set for the export of textiles by the turn of the century is US$ 20 billion.

India possessed one of the largest modern textile industries in the world, but relative isolation from markets during the phase of autarkic economic policy and State trade barter agreements (supplying goods to uncompetitive markets in the former Soviet Union and Eastern Europe) radically reduced the industry’s international competitiveness.

A regulation of the mid-1950s restricted RMG manufacture to the small-scale handloom sector and, as in China and Egypt, India was late in developing clothing industry. However, the hand-loom industry developed a .power loom. Sector that proved highly competitive in the domestic market, eating into the markets of mill production.

The government in a misguided attempt to safeguard employment prevented the bankrupt mills closing, keeping them as sick Industries with public subsidies. The policy failed to save the mills. By 1993, power looms produced 58 per cent of Indian textile output (hand-looms, 21 per cent; knitting, 12.5 per cent; and the formerly dominant mills, 7.5 per cent). Between the second half of the 1980s and the first half of the 1990s, RMG production (exclusively from the small-scale sector) expanded at an average annual rate of 19 per cent, double the rate of growth of total exports, to become the largest earner of foreign exchange.

The decline of the old mill industry concentrated in two big cities, Ahmadabad (in Gujarat) and Mumbai (Maharashtra).was paralleled by the rise of the power loom industry in smaller cities. In Surat (Gujarat) and in Bhiwandi, Malegaon, Ishalkaranj within range of the Mumbai metropolitan region. Tamilnad, the third important State in textile production, developed a different pattern. Modern mills in Coimbatore continuing alongside five integrated urban-rural clusters, of which one, Palladum-Tirupur-Somanur-Avanashi is one of the most important.

This is a complex of small-scale units that have developed slowly over a long period of time (unlike Shenzhen and Mirpur-Dhaka), combining basic processing from originally locally grown raw cotton, spinning, weaving and RMG manufacture. The southern centers now produce over half the national output of cotton yarn. Tirupur has become known as a prototype of an industrial .cluster. a focus for both a mass of small scale units at each stage of an integrated production line, and of a scatter of towns and villages, a network of collaborative manufacture, linked to household production. Beginning historically with the elementary processing of raw cotton, a water shortage cut local raw cotton output and the peasants moved on to cloth production and undergarment manufacture (while

often retaining a foothold in cultivation), assisted from the 1960s by the adoption of power looms. From there, the producers developed the manufacture of shirts for local consumption, and then sports and leisurewear. From the early 1980s, they moved into exports.

A key factor here is the legal restriction of RMG manufacture to the small-scale sector, limiting how far a production unit or firm could grow. Instead of expanding existing units, businessmen started new businesses when the old reached the legal size limit. Concentration came not by unit but by family. Possibly a hundred firms (owned by a very much smaller number of families) produce the exports, with 1-2,000 subcontractors.

The labor force consists of permanent or temporary migrants, commuters, and rural home workers. Thus the industry does not have any clear territorial limits. The pattern has allowed the town to grow without major migrant squatter settlements as elsewhere, but still with severe problems of urban sewerage, water supply, solid waste disposal etc. Local government has played very little role in this process of growth, and the State and central governments have been late and limited in their responses. However, the business class, organized in the Tirupur Export Association has undertaken a wide range of improvement schemes.

Industrial estates, transport, education and design, and in its latest scheme, in infrastructure (in water and sewerage).Tirupur’s industry lacks scale economies, has dispersed weaving centers (often using antiquated machinery), poor transport etc., but has still experienced remarkable output growth in a quite peculiar settlement pattern of development, combining rural and urban economic growth.

Customer satisfaction

It is a business term, is a measure of how products and services supplied by a company meet or

surpass customer expectation. It is seen as a key performance indicator within business and is part of

the four of a Balanced Scorecard. In a competitive marketplace where businesses compete for

customers, customer satisfaction is seen as a key differentiator and increasingly has become a key

element of business strategy. There is a substantial body of empirical literature that establishes the

benefits of customer satisfaction for firms.

Measuring customer satisfaction

Organizations need to retain existing customers while targeting non-customers. Measuring

customer satisfaction provides an indication of how successful the organization is at providing

products and/or services to the marketplace.

Customer satisfaction is an abstract concept and the actual manifestation of the state of satisfaction

will vary from person to person and product/service to product/service. The state of satisfaction

depends on a number of both psychological and physical variables which correlate with satisfaction

behaviors such as return and recommend rate. The level of satisfaction can also vary depending on

other factors the customer, such as other products against which the customer can compare the

organization's products.

Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988

delivered SERVQUAL which provides the basis for the measurement of customer satisfaction with a

service by using the gap between the customer's expectation of performance and their perceived

experience of performance. This provides the researcher with a satisfaction "gap" which is semi-

quantitative in nature. Cronin and Taylor extended the disconfirmation theory by combining the "gap"

described by Parasuraman, Zeithaml and Berry as two different measures (perception and

expectation) into a single measurement of performance relative to expectation.

The usual measures of customer satisfaction involve a survey [4] with a set of statements using

a Likert Technique or scale. The customer is asked to evaluate each statement in terms of their

perception and expectation of performance of the service being measured.

Customer experience

It is the sum of all experiences a customer has with a supplier of goods or services, over the

duration of their relationship with that supplier. It can also be used to mean an individual experience

over one transaction; the distinction is usually clear in context

Growing recognition

The concept of customer experience was first introduced by Pine and Gilmore in their

1998 Harvard Business Review article. They believe that successful businesses influence people

through engaging, authentic experiences that render personal value (Pine and Gilmore 1998).

Analysts and commentators who write about customer experience and customer relationship

management have increasingly recognized the importance of managing the customer's experience.[2] Customers receive some kind of experience, ranging from positive to negative, during the course of

buying goods and services. Thompson and Kolsky say that “an experience is defined as the sum total

of conscious events. As such, a supplier cannot avoid creating an experience every time it interacts

with a customer” (2004). Furthermore, it has been shown that a customer’s perception of an

organisation is built as a result of their interaction across multiple-channels, not through one channel,

and that a positive customer experience can result in increased share of wallet and repeat business.

A company's ability to deliver an experience that sets it apart in the eyes of its customers serves to

increase their spend with the company and, optimally, inspire loyalty to its brand. "Loyalty," says

Jessica Debor, "is now driven primarily by a company's interaction with its customers and how well it

delivers on their wants and needs."

To create a superior customer experience requires understanding the customer's point of view, say

Don Peppers and Martha Rogers, Ph.D in Rules to Break and Laws to Follow. "What's it really like to

be your customer? What is the day-in, day-out 'customer experience' your company is delivering?

How does it feel to wait on hold on the phone? To open a package and not be certain how to follow

the poorly translated instructions? To stand in line, be charged a fee, wait for a service call that was

promised two hours ago, come back to an online shopping cart that's no longer there an hour later?

Or what's it like to be remembered? To receive helpful suggestions? To get everything exactly as it

was promised? To be confident that the answers you get are the best ones for you?"

Emerging Business Requirement

With products becoming commoditized, price differentiation no longer sustainable and customers

demanding more, companies – and communication service providers

(wireline, wireless,broadband cable, satellite) in particular – are focusing on delivering superior

customer experiences. A 2009 study of over 860 corporate executives revealed that companies that

have increased their investment in customer experience management over the past three years

report higher customer referral rates and customer satisfaction. This finding is also supported by

research completed by software company Chordiant in 2008 into the customer experience

management performance of large organisations across Europe. The research surveyed 450 large

organisations to create a maturity model and the results showed that over ¾ of the organisations

surveyed achieved level 3 (of 5) or less for CEM performance (5 being best possible result). The

results also showed that performance in four key business areas (market share, retention,

profitability, and customer satisfaction) was directly related to CEM performance.

The customer experience has emerged as the single most important aspect in achieving success for

companies across all industries (Peppers and Rogers 2005). For example, Starbucks spent less than

$10MM on advertising from 1987 to 1998 yet added over 2,000 new stores to accommodate growing

sales. Starbucks popularity is based on the experience that drove its customers to highly recommend

their store to friends and family.

Customer Experience Management

The goal of customer experience management (CEM) is to move customers from satisfied to loyal

and then from loyal to advocate. Traditionally, managing the customer relationship has been the

domain of Customer Relationship Management (CRM). However, CRM strategies and solutions are

designed to focus on product, price and enterprise process, with minimal or no focus on customer

need and desire. The result is a sharp mismatch between the organisation’s approach to customer

expectations and what customers actually want, resulting in the failure of many CRM

implementations.

Where CRM is enterprise-focused and designed to manage customers for maximum efficiency, CEM

is a strategy that focuses the operations and processes of a business around the needs of the

individual customer. Companies are focusing on the importance of the experience and, as Jeananne

Rae notes, realizing that “building great consumer experiences is a complex enterprise,

involving strategy, integration of technology, orchestrating business models, brand management and

CEO commitment.”

According to Bernd Schmitt, "the term 'Customer Experience Management' represents the discipline,

methodology and/or process used to comprehensively manage a customer's cross-channel exposure,

interaction and transaction with a company, product, brand or service."

Customer experience solutions provide strategies, process models, and information technology to

design, manage and optimize the end-to-end customer experience process.

REVOLUTION IN THE GARMENTS WEARING

Mod-inspired styles became popular in 1995 among teenaged girls and young women. These

included straight leg jeans, baby t-shirts, plaid miniskirts, and short jackets with oversized zippers. A

variation on the chelsea boots of the 1960s, with chunky 1970s inspired platform heels, also became

popular through the early 2000s. Other black shoes with chunky 1970s inspired platform heels were

also popular.

In Europe, slinky, floor-length dresses, often made of Lycra, were worn in the daytime as well as the

evening. The all-girl pop group the Spice Girls became a major influence on British fashion in 1996,

and North American fashion in 1997.

Following on the outdoor trend set by grunge clothing, other outdoor clothing enjoyed increased

popularity in the late 1990s along with the increased popularity of wilderness recreation. Chief among

these were jackets and shirts made of a material called polar fleece. Also popular for wildrness

activities were military surplus items, notably olive green military sweaters and tan coloured military

cargo pants.

Styles inspired by the mid to late 1970s were popular from 1996 through the end of the decade.

Orange and yellow, colours both popular in the 1970s, became popular in 1996 among both men and

women, and later other bright colours that were popular in the 1970s became popular among women.

Stretch polyester shirts in 1960s and 1970s prints were worn by women. Knee-high boots came back

into fashion, as part of the 60s/70s revival.[2] Women's spaghetti strap tank tops became more popular

than when they were first popular in the late 1970s. Shiny men's buttoned shirts enjoyed moderate

popularity. Flared pants and jeans also became popular. T-shirts with a happy face design were

briefly popular.

Around 1996, cords became popular, initially in brown, and later in colours such as black tan, and

grey. Corduroy continued as a trend through 2001.

Typical men's suits of this era featured long draped double-breasted jackets and pleated pants.

Sweater vests became popular as men's business casual wear. Many men began wearing dress

shirts without ties, a style that continues to be worn by many men to this day. Women began

increasingly wearing pantsuits to the office. By the end of the decade, Casual Fridays became the

norm in many offices, with both men and women wearing jeans to the office on Fridays.

Goth fashion in the late 1990s. This would morph into emo fashion in the early to mid 2000s, and as

of 2010 is still common though in decline. Punk and alternative styles were popular by 1996. These

included spiky hair, black t-shirts, black work pants, wraparound sunglasses, and skater shoes. Many

punk and alternative teenagers dyed their hair colours like blue, green, and fuchsia, and adorned

body piercings such as eyebrow rings, lip rings and tongue studs. In 1997, the 1980s goth trend

made a comeback, with black clothing and make-up (both females and males), long or back-combed

black hair, studded bracelets and black boots. The Punk and goth styles survived into the mid 2000s

in modified forms.

A late 90s version of preppy clothing became popular in 1997. Shirts, sweatshirts, and jeans of the

popular clothing brand Tommy Hilfiger were closely associated with the preppy look. Sweater vests

were also part of the preppy look. By 1998, Khakis became a popular part of the preppy look for

teenaged boys, due to the popularity of golfer Tiger Woods; and wool scarves became a part of the

preppy look for teenaged girls.

After a dip in popularity in the mid-90s, sporty styles became increasingly popular later in the 90s.

The late 90s sporty look was dominated by tearaway track pants with buttons on the side that could

be “torn” open. Teenaged guys wore these tearaway pants with t-shirts, polo shirts and sweatshirts.

Teenaged girls also wore these with baby t-shirts, spaghetti strap tank-tops, and cropped tank tops.

Tearaway pants were also worn as part of track suits in the late 90s.

In the late 90s, Hip-hop fashion developed into a style more distinct from other sporty styles. Baggy

jeans, hooded sweatshirts, football jerseys, puffy jackets, and large gold chains became staples of

the hip-hop look. African-American youth of both sexes braided their hair in imitation of hip-hop

performers such as Snoop Dogg and Lauryn Hill.

Punk, goth, preppy, sporty and hip-hop styles continued to be popular at the close of the

1990s. Some of the more overt 70s influences waned in 1998, although other 70s influences

continued to be felt at the close of the decade. In women's fashion, baby t-shirts and spaghetti strap

tank tops continued to be popular, and long wraparound skirts were popular from 1998. Dark rinse-

wash denim beame fashionable for both men and women, and the low rise jeans phenomenon began

in women's fashion.

In 1999, Aloha shirts (Hawaiian shirts), became a major fad. Capri pants, a tapered pant that ends

mid calf, became popular with girls and women, and Kakhis became popular in women's as well as

mens fashion. Pink became the dominant women's clothing color. Fishnet dresses became popular

with their low cut on the back.

Early 2000s

The minimalist aesthetic of 1990s fashion continued in the first years of the 2000s. Fashion began to

move away from the minimalist aesthetic in 2003, with the rise of Boho in women's fashion, as well as

distressed denim. With the exception of black miniskirts, skirts and casual dresses were both de-

emphasized during the early 2000s, until the advent of Boho fashion in 2003. The sophisticated urban

look, one of the key trends of the latter half of the decade, began in 2004.

Dark denim was popular in the first half of the decade. This trend culminated in 2004, as light denim

became scarce. Denim in the early part of the decade was dominated by wide straight leg styles.

Women's denim was generally fitted through the seat and thigh down to the knee, with the leg

opening being either boot-cut or flared. Low cut waists became increasingly popular in women's

denim over the first half of the decade. In 2002, women's denim with no pockets became fashionable.

Some of these pocketless jeans featured a built-in denim belt. Women's jeans with an elastic strip

down the side (generally a white strip with either a black or red stripe down the middle) became

popular in 2003-2004.[citation needed] Women's jeans with a built-in nylon belt were popular from 2003-

2005.

After a moderate trend in the late 1990s towards women wearing pantsuits to some formal functions,

the pendulum swung in the opposite direction in the early 2000s, as dresses again became the norm

for women at formal functions. This even as pantsuits peaked in popularity as women's business

wear in the years between 2000-2002. Women's formal dresses in this period often featured plunging

necklines and backlines, wide straps instead of sleeves, and shiny fabric. Red was the most popular

colour for formal women's dresses in the early 2000s, although various shades of blue were also

popular.

Hip hop fashion progressed a lot during this decade. Hip hop culture fashions (especially hoodies

and sweatpants) influenced many subcultures including chav, juggalo and gangsta.[3]Within hip hop

clothing, baggy jeans, denim-jean jackets with matching jeans were popular,along with track suits

(primarily made of fleece that matched top and bottom usually worn with a headband for men).

Bandanas with rhinestones were popular from late 2000 to early 2002 and Phat Farm shoes and

apparel were popular during this time. The "tough guys wear pink" craze hit young members of

the hipster, preppy and British chav subculture.[4]. This continued on until about 2007. In 2003, trucker

hats and vintage t-shirts from American Eagle and its many counterparts became highly

popularly. Mitchell & Ness throwback jerseys were made popular by the rapper Fabolous.

Heavy metal fashion was worn by a notable subculture of teenagers, based on the biker, rocker

and leather subcultures. Nowadays, heavy rock remains common among the youth in the US, and

parts of Europe.

Pop punk fashion characterized by wearing baggy jeans, wristbands, spikey hair, patrol

caps or trucker hats, Aviator sunglasses, and full-zip hoodies (which are now urban and preppy in the

late 2000s) was very popular in the early to mid 2000s. This was due to the success of bands such

as Blink-182, Lit, Sum 41, and Green Day.[5]

Clothing worn by left activists enjoyed moderate popularity during the early 2000s. These included

Che t-shirts, Keffiyehs (associated with Palestine activism), and t-shirts supporting various other

activist causes and groups. The popularity of activist fashion peaked during the protests prior to the

start of the Iraq war in early 2003. Activist fashion has declined in popularity since 2003, although it

has not entirely disappeared. In a notable exception, Keffiyehs have become a mainstream fashion

item in the latter half of the decade, appearing in upscale clothing boutiques beginning in 2005.

The gypsy/Bohemian style, commonly known as Boho or Boho-chic, began as an underground

fashion style in 2000, and emerged in mainstream women's fashion in 2003 as influenced by Kate

Moss. This style peaked in popularity in 2004-2005, and was commonly associated with Mary Kate &

Ashley Olsen. The popularity of boho began to wane in 2006, but the influence of boho continued to

be felt as late as 2008. Boho featured loose, flowing tops; loose flowing a-line skirts, often with

uneven hemlines; and loose flowing a-line dresses, often with only one shoulder strap and/or an

uneven hemline.

2004 witnessed both the culmination of certain trends of early 2000s fashion (notably the trend

towards darker denim), as well as the introduction of a few fashion trends that would continue into the

latter half of the decade. Building on the distressed denim trend that began in 2003, acid-washed

denim began to make a comeback in 2004. 2004 also saw the beginning of the trend towards brighter

colours, as well as the beginning of the sophisticated urban look with striped dress shirts and black

dress pants.

Late 2000s

Women's fashion in the late 2000s became increasingly feminine, and dresses and skirts enjoyed

ever increasing popularity. The sophisticated urban look became popular among professional men,

and featured striped dress shirts, black dress pants, and black dress shoes. There was a move away

from dark denim towards a greater variety of denim colours and washes. Narrower, more fitted

clothing became popular with both sexes, but especially among women.

The Sophisticated Urban Look became popular among many urban professional men beginning in

2004. The look featured pinstriped dress shirts, black dress pants, and black dress shoes. There was

a general shift in popularity away from Khakis and towards black dress pants. Black suits became

increasingly popular. Charcoal grey pinstripe suits also enjoyed popularity. There was a move away

from 'casual Fridays' in some professional offices and towards 'formal Fridays,' though casual Fridays

still remained the norm in some professional business environments.

In hip hop, the throwback jersey and baggy pants (popular in the '90s to 2004) look was replaced with

the more "grown man" look which was highly popularized byKanye West around the year 2005.

Leggings returned as a women's fashion item in 2005. Leggings rose in popularity in 2007 after

introduction by brands such as American Apparel. Initially available mostly in black and grey, leggings

gradually became available again in a wide variety of colors. These were often worn with long, fitted

tunic tops, or baby-doll dresses and shirts with empire waists. As in the 1980s, they were sometimes

paired with mini skirts. Sometimes also worn with shorts dress type or athletic type.

Opaque tights footed or footless also became common legwear from 2005 through now. Worn mostly

with skirts and dresses and flats or sometimes canvas sneakers. Also worn sometimes with shorts or

sometimes under capris.

Layered tees, shirts, polos and blouses have become popular again and still are today.

Shortalls and skirtalls are popular again since 2007.

During most of the early and mid 2000s the smart casual style made it unfashionable to wear formal

clothing except in businesses and churches or at special events.[6] This changed in the autumn of

2006, when the power suit received worldwide popularity amongst young men for its structured

design. Men's suits of this era moved about the late 1990s style of bulky double-breasted jackets and

towards single-breasted tailored jackets with thinner lapels, a higher gorge and low two-button

stance.[7]

Skirts and dresses became especially popular in Women's fashion during the second half of the

decade. Boho-chic continued to be a significant source of inspiration, although non-boho influenced

styles were also popular. Teenaged girls wore both fitted denim mini-skirts and ruffled skirts, the latter

being worn by all the main characters in the 2004 movie Mean Girls. Women's skirts were

predominantly mid-length, both straight and a-line, ruffled and non-ruffled. Dresses were popular in

both straight and a-line cuts. Thick straps and ruffles were popular with a-line dresses, and spaghetti

straps were popular with more form fitting dresses. Many skirts and dreses had uneven hemlines.

The early 2000s continued the grunge look of the early-to mid '90s in mens fashion, though with a

more modern twist: flannel shirts worn with bright colored shirts underneath, T-shirts worn with long

sleeved thermal shirts, vans, beanie hats, work boots and ripped loose-fitting stonewashed jeans.[18] Flannel and lumberjack tops are worn with skinny jeans. Although in the 90s, flannel shirts were

baggy and usually unbuttoned, the 2000s flannel was usually tight, buttoned, and part of the scene or

emo look.

Within the mid part of the 2000s Emo and the related "Scene" became popular. The Emo look was

based around black clothes that included band T-shirts and skinny jeans. This is a major departure

from the early emo look of sweater vests and scarfs. Scene was very similar, but bright colors were

very common. The Scene style evolved with the introduction of the Hipster look into mainstream and

now there are many similarites between the two including v-necks, plaid, and skinny jeans.

Hipster fashion, with ironic t-shirts, vintage clothing, tight low pants, and thick rimmed glasses

became fashionable. This includes duffle coats, pea coats, skinny jeans with pumps or Converse All

Star sneakers.

In 2009, the Jerkin' movement influenced much of the urban community to switch from baggy pants

and oversized shirts to fit/skinny jeans, fit clothing and brighter colors.

In late part of the 2000s v-neck shirts became popular among men.

In Europe in the autumn and winter of 2009, stiletto-heeled shoes and ankle boots with cone-shaped

heels were very popular.[19]

The "Lads from 2000" look consisted of wearing Argyle socks over tracksuit bottoms, Rockport boots

and Lacoste tracksuits etc. This dress combination was popular amongst British males during the

early 2000s.[20]

Baseball caps, particularly flat billed designs by New Era, were popular for casual wear among

teenagers and college aged people. Once confined to the gangsta and redneck subculture, these

caps were popular among many different groups and became more main stream. They also were

called "fitted caps" which are caps that don't bend and stay completely stiff. Many wearers kept the

adhesive label on the peak to show others their hat was brand new.

English singerAmy Winehousewith her trademarkbeehive hairstyle, 2007

In 2009 a recent imagining of the dapper 1950's style as espoused by Buddy Holly was merged with

the Punk fashion of the 1970s.This was,in part,inspired by the English Power Pop/Punk collective

which esounced The Librarians.

RESEARCH OBJECTIVES

The main objective of field survey is

To know about the various facilities provided by DRESSLAND.

To know the satisfaction level of the customer of the DRESSLAND.

To know about the perception of customer regarding DRESSLAND.

To identify motive behind customer visiting DRESSLAND.

To find out the problems of DRESSLAND store.

RESEARCH METHODOLOGY

The present summer training survey is an analytical study to have the knowledge of concern industry, with the help of primary data; therefore following methodology will be applied to complete the project.

Type of Research: - Descriptive.

Descriptive Research: - This includes surveys & fact –finding enquiries of different kinds with adequate interpretation. Its major purpose is the description of state of affairs as it exists at present.

Analytical Research: - This includes the use of facts or information already available, and analyzes these to make a critical evaluation of the material.

Type of Data collected: - Primary Data.

Primary Data: - The primary data are those which are collected afresh and for the first time, and thus happen to be original in character.

Primary Data collection method: – Survey method.

Survey method: - It is a fact finding study. It is a method of research involving collection of data directly from a population or a sample thereof a particular time. Data may be collected by observation, interviewing, questionnaires.

Primary Data collection technique: – Questionnaire.

Questionnaire: - A questionnaire is a set of number of questions printed or typed in a definite order on a form or set of forms. This questionnaire is handed by the researcher to the concerned person/ respondent to answer the questions and return. The respondents are expected to read and understand the questions and write down the reply in the space meant for the purpose. The respondents have to answer the questions on their own.

Universe of the study: – Varanasi city.

Varanasi City: - The population of Varanasi urban agglomeration in 2001 was 1,371,749; the sex ratio was 879 females per every 1000 males. The literacy rate in the urban agglomeration is 61.5%.

Sample unit: - Individual (above 20 years)

Individuals: - Individuals here are referred to those who are in the age group of 20 to 65 years males or females. Their source of income is service (Govt./PSU,MNCs/private), self-employed , retired.

Sampling technique: - Convenience Sampling.

Sample size: - 100 respondents.

Statistical Tools: - Bar Graph, Pie Chart apart from these other tools like mean etc. could be applied if required.

BRANDS PROVIDING BY DRESSLAND…..

Branded Garments Provding By DRESSLAND

PRODUCTS AND BRAND

Manzoni is a luxury lifestyle brand offering the discerning customer a super-premium range of formal wear and sportswear including shirts, suits, trousers, jackets, ties and leather accessories. Our exclusive designs provide customers the best in contemporary international style & luxury. Each garment is crafted from the most exotic cotton silk, linen and superfine wool, the best-in-the-world linings, interlinings and threads sourced from around the globe.

Launched in 1986, Park Avenue is today, India's most admired formalwear brand. It offers stylish and innovative wardrobe solutions to gentlemen for all their dressing needs, be it Business, Evening, Leisure, Travel or Heritage Wear. The brand has received several awards. Recently, it had the honor

of being the 'Most Admired Brand' at the Lycra Images Fashion Awards 2007 for the third consecutive year.

Crossing the gender divide, Park Avenue launched 'Park Avenue Woman' - a complete range of Business Wear for women. ‘Park Avenue Woman’ is designed especially for the working women professionals of today.

ColorPlus is one of India's premium and most respected casual wear brands offering customers a range of shirts, trousers, knits and survival gear. ColorPlus constantly innovates processes and technologies offering buyers new worlds of comfort. Some of the technological innovations it is well known for; include thermo-fused buttons, golf ball wash, soft jeans, wrinkle free technology, stain-free fabric, and the cone dyed technique.Adding new color now to the woman’s wardrobe, ColorPlus recently launched ColorPlus Woman - An exclusive range of smart-casual clothing.

Parx is a 'premium casual lifestyle' brand bringing customers a range of stylish semi-formal and casual clothes that reflects the easy, relaxed attitude of the energetic 22-30 year old. Parx was launched in 1999 to cater to the smart and fashionable clothingsegment.

The burgeoning children's wear market has now turned stylish with Zapp! - our range of stylish and fashionable kids wear. The brand brings to 4-12 years a wide range of clothes, accessories, bed and bath linen and more. The first Zapp! store has been launched in Ahmadabad with ten more on their way for kids across the country

Notting Hill reflects style and manifests originality of today's fashion- conscious and discerning young professionals at an affordable price. The brand collection features a spectrum of men's lifestyle products comprising of suits, shirts, trousers, jeans, t-shirts and also accessories like ties, handkerchiefs and socks.

Since our inception in 1983 as Arrow Webtex, we have been manufacturing Elastic and Non-Elastic Tapes. We have grown steadily and gradually, expanding our capabilities as a Garment Trim Supplier by adding Woven Labels & Printed Labels in 1992.Merchandisers require that suppliers of trims have many qualities. To wit : quick turnaround of samples, perfect colour matching, colour fastness, ability to process multiple deliveries daily, offer real-time information and origination of innovative products. 

We have been perfecting systems on these very abilities. It is no wonder that we process more

than 85 orders a day  “for customers” in and around India and produce more than 10000 different items. 

At Levi Strauss & Co., we market our products under leading brand names that are among the most successful apparel brands in the world. Our Levi's® brand is one of the most widely recognized brands in the history of the apparel industry.

From updating classics with the latest finishes, fabrications and colors, to reinventing five-pocket jeans, we are always creating new, innovative products.

Founded in 1853 by Bavarian immigrant Levi Strauss, Levi Strauss & Co. is one of the world's largest brand-name apparel marketers with sales in more than 110 countries. There is no other company with a comparable global presence in the jeans and casual pants markets. Our market-leading apparel products are sold under the Levi's®, Dockers® and Levi Strauss Signature® brands.

Levi Strauss & Co. is privately held by descendants of the family of Levi Strauss. Shares of company stock are not publicly traded. Shares of Levi Strauss Japan K.K., our Japanese affiliate, are publicly traded in Japan

The-BlackBerry is a UK designer label. All garments are designed by designers who exclusively design for The-BlackBerry only. We promise you the "exclusive and unique limited edition" designs that make your purchase individual and exclusive. The-BlackBerry designs each season are based on the latest high fashion trends usually found on the catwalk, the designers then blend the trend together with The-BlackBerry's own styles to create individual designs that stand out. As these designs are exclusively made for The-BlackBerry, you can be totally rest assured when you purchase The-BlackBerry's garments, you don't only get the most up to the minute high fashion but a genuine custom made designer piece which is not available on the high street, any other online shops or eBay shops. The-BlackBerry garments certainly are not common. 

 2004

A new Wrangler European print campaign is launched, "Wanted", representing a poweful modern

expression of Wrangler's root. Wrangler also celebrates 100 years of manufacturing quality denim by

producing Blue Bell by Wrangler, a Limited Edition collection that reproduces the first Wrangler jeans

right down to the last detail and is only available at selected premium stores. Wrangler aso reworks

the mainstream collection, producing new fits using icons inspired by the very first jeans designed by

Rodeo Ben. The Wrangler brand is now recognized in 22 European countries.

2008

Wrangler is now embarking on a whole new stage in its advertising journey. In today's society, our

animal instincts are smothered by daily modern life, city-living and constant technological

developments. Wrangler's new strategic and creative platform seeks to re-awaken our bottled-up

instincts and to encourage who and what we fundamentally are, by putting al that is pure, natural and

instinctive back into Man. "WE ARE ANIMALS": more than just a signature, a lasting statement.

Lee Apparel Company, Inc. is the second largest manufacturer of jeans in the United States. The company, which got its start in the dry goods business before moving into the production ofdenim clothing, leads in sales of women's jeans and holds a significant share of other clothing markets as well. After focusing its production on work clothes throughout the first half of the twentieth century, Lee took advantage of the sales boom in fashion jeans throughout the 1960s and 1970s. Although its market decreased considerably during the 1980s, the company has been rejuvenated through its introduction of innovative new denim processing and finishing techniques.

Innovation in processing was complemented by development in equipment, as Lee put in place computer technology to speed up its manufacturing processes. The company opened a new distribution facility in Mocksville, North Carolina, in January, 1990, to warehouse and ship its products. By 1992, an industry-wide return to basics had pushed up sales of jeans once again, and Lee introduced "Lee Basics," designed to appeal to younger consumers. Anticipating higher sales, the company announced that it would add 570 jobs to its payroll.

BENEFITS OF THE STUDY

To increase the satisfaction level of customer in DRESSLAND STORE.

To give better experience to customer in DRESSLAND STORE.

The store will get benefit by the research.

It will give a better idea about the perception of the people.

To know the consumer expenditure on consumption on clothes.

FINDINGS

Respondents were asked to choose among four age group categories, 20-30, 30-40, 40-50 . The age groups were identified as key factors impacting shopping and purchase decisions of men. By analyzing the responses to this question we can identify the demographics of the peoples that visit retail outlets.

The highest number of respondents falls in the age group 20-30 as well as the age group of 30-40 yrs. men approached were asked about their frequency in visits to shops. The frequency points furnished were: Once a month, once in a week, daily. By analyzing the responses to this question, we can identify the number of times a men is likely to shop in a month’s time.

most of the customers are satisfied by shopping in DRESSLAND due to the multi branded shop

LIMITATION

There is the possibility of ambiguous replies from the respondents which can give untrue or misleading result.

Few people did not have the time to fill up or answer the Questionnaire.

The responses are quite objective in nature.

Due to the time limitation, sample size could not more than 100. There is a limit of the information that can be collected in a single survey.

There was low rate of return of the dully filled in questionnaire due to the biasness of the respondents.

Few people were not responding as expected from them and they were considering survey a useless activity.

BIBLIOGRAPHY

RK SARMA- Research Methodology

Websites-

www.google.com

www.yahoo.com

CONCLUSION

The people are much aware about branded garments.

Customers prefer to purchase from any branded garments from DRESS LAND because of its availability.

Dress land emerges as the best known multi branded store in VANARAS.

Maximum number of customers feel, satisfied with branded garments.

High pricing charges are the biggest barriers which dilute the low class customer’s choice for branded garments.

The changing trend of fashion and quality is the biggest cause that shifts customer’s choice from unbranded to brand.

Exchange policies, variety, quality, favorites services that branded garments provide to their customers.

SUGGESTIONS

The branded garments should give some discount on purchasing.

The branded garments should also emphasis over services offered along with products.

Branded garments should keep range for each type of income group.

Companies should update & bring some changes to the schemes time to time.

Sales staff must improve and must pay more attention towards customers.

Maturity of schemes, exchange policies & billing consume longer time of customers. So, it should be improved.

QUESTIONNAIR

Dear Sir,

I am Arabinda kumar jain, student of PGDM-RM 1st semester from School Of Management Sciences Varanasi doing project on the topic “Customer Experience & Satisfaction level at DRESSLAND” retail store in Varanasi as part of my academic curriculum. I promise that the data provided by you will be kept confidential.

LET US KNOW ABOUT YOU

NAME: ……………………………………………………………………

IN WHICH PART OF VARANASI DO YOU LIVE……………………

INCOME (yearly): ………………

GENDER……..

AGE: ………

OCCUPATION: ………

DATA INTERPRETATION

The tools and methods of data collection identified earlier were employed to gather data on buying

behaviour of men on organized retail in Varanasi. The data accrued, especially from the interviews

and questionnaires circulated, are tabulated and depicted on graphs in the following pages. The data

thus gathered and tabulated is analysed. The data is then scrutinized and relevant interpretations are

drawn.

The major objectives of analysis of data are:

1. To evaluate and enhance data quality

2. Describe the study population and its relationship

3. Examine effects of other relevant factors

4. Seek further insight into the relationships observed or not observed

5. Evaluate impact or importance

The data collection plan, including procedures, instruments, and forms, was designed and pre-tested

to maximize accuracy. All data collection activities were monitored to ensure adherence to the data

collection protocol and to prompt actions to minimize and resolve missing and questionable data.

Monitoring procedures were instituted at the outset and maintained throughout the study, since the

faster irregularities can be detected; the greater the likelihood that they can be resolved in a

satisfactory manner and the sooner preventive measures can be instituted.

Age

0-30 years 3230-40 years 1240-50 years 2more than 50 years 4

Interpretation

From the tabulated data depicted above and responses of the people, it is evident that males are goes more than the females towards DRESSLAND.

Income

1-2 lakhs 142-4 lakhs 164-6 lakhs 28No income 42

Interpretation

From the tabulated data depicted above and responses of the people, it is evident that no income groups ( mostly bachelor) are move towards to DRESSLAND.

1. What influences you to purchase the brand from garments from DRESSLAND?

Multi Branded 28Range of Product 14Environment 6Good quality 34Latest design 12Trust 6

Analysis

From the table and pie chart depicted above, influence to purchase the garments on DRESS LAND. Of the 100 respondents who answered the questionnaire, 28% of the peoples said that they preferred DRESSLAND because multi branded clothes available there.14% of peoples goes there because of range of the product.6% due to the environment.6% of the peoples enjoy environment and most of the people (34%) preferred to shop at dressland for good quality.12% peoples goes for latest design and 6% of the people are of the view that dressland dive them trust.

Interpretation

This question is aimed at understanding the influence to purchase the garments on DRESS LAND.

From the tabulated data depicted above and responses of the people, it is evident that a slightly higher

number of respondents are agreeing to purchase the brand products because of the environment of

retail stores.

2. Are you satisfy with the parking space provided by them?

Highly satisfied 4Satisfied 48Not satisfied 44

Highly dissatisfied 4

Analysis

From the table and bar chart depicted above, parking space on DRESS LAND. Of the 100 respondents who answered the questionnaire, Only 4% of the peoples said that they are highly satisfy with the parking space.48% of peoples are satisfy with space, 44% of the peoples are not satisfy and 4% are highly dissatisfied.

Interpretation

This question is aimed at understanding the, parking space on DRESS LAND.

From the tabulated data depicted above and responses of the people, it is evident that a slightly higher

number of respondents are highly satisfied as compare to people who are not satisfied of retail store.

3. Do you easily find that product which you are looking for in the store?

Always 36Sometimes 46Never 10Can’t Say 8

Analysis

From the table and bar chart depicted above, parking space on DRESS LAND. Out of the 100 respondents who answered the questionnaire, only 36% of peoples says that they always able to find their desired product, 46% of the people says that they unable to get their desired product, 10% never able to get their product and 8% of the peoples unable to answer.

Interpretation

This question is aimed at understanding the product availability looking for in the store on DRESS

LAND.

From the tabulated data depicted above and responses of the people, it is evident that a higher number

of respondents are unable to get their desired product

4. Do you satisfied with the behavior of the employee?

Satisfied 72Not satisfied 18Highly satisfied 10Highly dissatisfied 0

Analysis

From the table and bar chart depicted above, parking space on DRESS LAND. Of the 100 respondents who answered the questionnaire, only 72%of the peoples say that they are satisfied with the behavior of the employees of DRESSLAND, 18% of peoples are not satisfied and 10% of the peoples are highly satisfied with the behavior.

Interpretation

This question is aimed at understanding the, parking space on DRESS LAND.

From the tabulated data depicted above and responses of the people, it is evident that higher number of respondents are highly satisfied as compare to people who are not satisfied of retail store.

5. Do you think that the employees of the store are able to directly handle your problems?

Analysis

From the table and bar chart depicted above, handle problem on DRESS LAND. Of the 100 respondents who answered the questionnaire, only50%of the peoples say that employees of DRESSLAND always handle the problems of the customers, 34% of peoples says that sometimes, 12% of the peoples response that the employees never handles the problem and 4% cannot say.

Interpretation

This question is aimed at understanding the, handle problem on DRESS LAND.

From the tabulated data depicted above and responses of the people, it is evident that half numbers of respondents are highly satisfied with the handling problem in the retail store.

6. How is the speed of the cashier?

Very fast 14Slow 14

Always 50Sometimes 34Never 12Can’t Say 4

Fast 68Very slow 4

Analysis

From the table and bar chart depicted above, about the speed of the cashier on DRESS LAND. Of the 100 respondents who answered the questionnaire, only Only14% of the peoples say that the speed of the cashier is very fast, again 14% of the peoples say cashier’s speed is slow,68% of the peoples say that fast and only 4% people says that speed of cashier is very slow.

Interpretation

This question is aimed at understanding the, handle problem on DRESS LAND.

From the tabulated data depicted above and responses of the people, it is evident that high numbers of respondents are agreeing that speed of cashier is fast.

7. Are you satisfied with after sales service?

Highly satisfied 8Not satisfied 24Satisfied 64Highly not satisfied 4

Analysis

From the table and bar chart depicted above, the influence of after sales service. Of the 100 respondents who answered the questionnaire, 8% replied that they are highly satisfied with the after sales service of DRESSLAND, 24% of peoples are not satisfied, 64% of the peoples are satisfied with the after sales service and only 4% are highly dissatisfied.

Interpretation

This question is aimed at understanding the satisfaction of the people of after sales service at retail

shop.

From the tabulated data depicted above and responses of the people, it is evident that a slightly higher

number of respondents are satisfied with the after sales service.

8. How much money do you monthly expend at DRESSLAND?

Below 1000 261000-2000 482000-5000 14More than 5000 12

Analysis

From the table depicted above, the influence of spent money for the shopping of product in organized

retailing. Of the 100 respondents who answered the questionnaire, 26% replied that they are spent

below 1000 in a month. This accounts for 48% of the respondents, who indicated the choice 1000 to

2000, 14% are say they spent 2000 to 5000 and 12% are replied that say they spent more than 5000.

Interpretation

From the tabulated data depicted above and responses of the people, it is evident that a slightly equal

number of respondents are agreeing to spent 2000 to 5000 and more than 5000 spent for the products

on retail stores.

9. How many times you come for the shopping?

Once in a month 54Once in a year 8Once in a week 30Any other………………. 8

Analysis

From the table and bar chart depicted above, the influence of need for the shopping in a month. Of the

100 respondents who answered the questionnaire, 54% replied that they are going once in a month for

the shop. This account for 30% of the respondents, who indicated the choice once in a week, 8% are

say once in a year and 8% are say any other.

Interpretation

This question is aimed at understanding the awareness and numbers of times which are peoples come

for the shopping at retail shop.

From the tabulated data depicted above and responses of the people, it is evident that a slightly higher

number of respondents are agreeing to they come once in a month for the shopping on retail stores.

10. Would you like to visit the store again?

Yes 60Sometimes 16No 14I can’t Say 10

Analysis

From the table and pie chart depicted above, the influence of shopping at shopping malls or branded

store of men is evident. Of the 100 respondents who answered the questionnaire, 60 replied that they

are agreeing to shop at DRESSLAND again. This accounts for 16% of the respondents who indicated

they will come for sometimes,14% of the people say no and 10% says that cann’t say.

Interpretation

From the tabulated data depicted above and responses of the respondents, it is evident that a slightly

higher number of respondents give much importance to Shopping at DRESSLAND again. The numbers

of other responses are very less.so we can easily say that most of the respondent’s ends are satisfied

with the DRESSLAND.

11-Decide your whole experiences & satisfaction with these points at DRESSLAND…

2 1 0 -1 -2

Good ambience Bad ambience

Good relation of employees

Bad relation of employees

Presence of quality product

Absence of quality product

Good range of product

Bad range of product

Best pricing strategy

Wrong pricing strategy

High variety of products

Low variety of products

11-Any suggestions for DRESSLAND

………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

11(a) ambience of the store

Excellent 2 52Good 1 18Normal 0 16bad - 1 6Very bad - 2 8

Analysis

From the table and pie chart depicted above, the influence of ambiance at dressland of peoples is

evident. Of the 100 respondents who answered the questionnaire, 52 replied that the ambiance of the

store is excellent, 18 replied that it is good,6 said bad and only 8 people said that very bad,16 peoples

replied that it has normal ambiance.

Interpretation

From the tabulated data depicted above and responses of the respondents, it is evident that a higher

number of respondents like the ambiance of the store of the DRESSLAND. A very less number of

people said that they are not like the ambiance.

11(b) relation of employee

Analysis

From the table and pie chart depicted above, the relation of employees of dressland is evident. Of the

100 respondents who answered the questionnaire, 28 replied that the employees have excellent

relation towards the customers, 52 replied that it is good,16 said normal,2 peoples said that it is bad

and 2 people are highly disagree in this statement.

Interpretation

From the tabulated data depicted above and responses of the respondents, it is evident that a less

number of respondents like the relation of the employees of the store of the DRESSLAND as compare

to the people who are highly satisfied with the relation.

11( c )Presence of quality product

excellent 2 28good 1 52normal 0 16bad -1 2Very bad -2 2

excellent 2 34good 1 40normal 0 20bad -1 6Very bad -2 0

Analysis

From the table and pie chart depicted above, the relation of employees of dressland is evident. Of the

100 respondents who answered the questionnaire, 34 replied that the employees have excellent

relation towards the customers, 40 replied that it is good,20 said normal,6 peoples said that it is bad

and no people are highly disagree in this statement

Interpretation

From the tabulated data depicted above and responses of the respondents, it is

evident that a less number of people are highly satisfied as compare to the peoples

who are satisfied with the product.

11(d)Range of the product

excellent 2 28good 1 42normal 0 12bad -1 16Very bad -2 2

Analysis

From the table and pie chart depicted above, the relation of employees of dressland is evident. Of the

100 respondents who answered the questionnaire, 28% replied that the store have excellent range of

products, 42% replied that it is good,12% said normal,16% peoples said that it is bad and only 2%

peoples are said that store has very bad range of products.

Interpretation

From the tabulated data depicted above and responses of the respondents, it is evident that a lesser

number of respondents like the range of the product as compare to the people who said it is just

satisfied in the dressland.

11(e)Pricing strategy

Analysis

From the table and pie chart depicted above, the relation of employees of dressland is evident. Of the

100 respondents who answered the questionnaire, 52% replied that the store have excellent pricing

strategy, 18% replied that it is good,16% said normal,6% peoples said that it has bad and only 8%

peoples are said that store has very bad pricing strategy.

Interpretation

From the tabulated data depicted above and responses of the respondents, it is evident that a higher

number of respondents like the pricing strategy of the products and the store have good pricing

strategy.

11(f) Variety of the products

excellent 2 52good 1 18normal 0 16bad -1 6Very bad -2 8

excellent 2 52good 1 18normal 0 16bad -1 6Very bad -2 8

Analysis

From the table and pie chart depicted above, the relation of employees of dressland is

evident. Of the 100 respondents who answered the questionnaire, 32% replied that the

store have excellent variety of the products, 36% replied that it is good, 22% said normal,

10% peoples said that it has bad and no peoples said that store has very bad variety in

dress land.

Interpretation

From the tabulated data depicted above and responses of the respondents, it is evident

that a higher number of respondents satisfied with the variety of the products of dressland