A STUDY ON

CUSTOMER PERCEPTION ABOUT DHIRAJ FASHION

WORLD --MULTI-BRAND OUTLET

IN SURAT

INDEX

CONTENT PAGE

ACKNOWLEDGEMENT 3

INDUSTRY PROFILE 4

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 COMPANY PROFILE 5

GROUP COMPANIES 9

OBJECTIVE OF THE STUDY 10

RESEARCH METHODOLOGY 11

DATA ANALYSIS 13

CONCLUSION & SUGGESTION 16

QUSETIONNAIRE 18

BIBILOGRAPHY 20

ACKNOWLEDGEMENT

I undersigned VIKAS BADAMI have taken very sincerely and heartily an opportunity to
express my feeling of gratitude toward the ICFAI National College.

I am highly in debited and grateful to Mrs. MEGHNA DANGI, the Director of ICFAI National
College for arranging exposure to the interim project report.

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I would also thankful to my professor Mrs. SHITAL PADHIYAR, who has guided me during
the whole management thesis. He sincerely deserves an appreciation for his guidance and
mentorship. I also great fully acknowledge all the faculty member of ICFAI National College for
providing me direct or indirect aid.

It gives me an immense pleasure to convey my profound gratitude & sincere thanks to my

mentor Mr. IRFAN SHEIKH, employee of Dhiraj Fashion World, athwagate, Surat for
authentic interest & providing us valuable guidance in my management thesis.

Last but not least I would also thank my parents and friend circle for their continuous
encouragement and moral support during the research project and other people who helped me in
preparing this report, directly and indirectly.

INDUSTRY PROFILE
India is witnessing an unprecedented consumption boom. The economy is growing between 8 to
10 percent and the resulting improvements in income dynamics along with factors like favorable
demographics and spending patterns are driving the consumption demand. Indian Retail Industry
is ranked among the ten largest retail markets in the world. The attitudinal shift of the Indian
consumer in terms of "Choice Preference", "Value for Money" and the emergence of organized
retail formats have transformed the face of Retailing in India. The Indian retail industry is
currently estimated to be a US$ 200 billion industry and organized Retailing comprises of 3 per

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cent (or) US$6.4 Billion of the retail industry. With a growth over 20 percent per annum over the
last 5 years, organized retailing is projected to reach US$ 23 Billion by 2010.

The Indian retail industry though predominantly fragmented through the owner -run " Mom and
Pop outlets" has been witnessing the emergence of a few medium sized Indian Retail chains,
namely Pantaloon Retail, RPG Retail, Shoppers Stop, Westside (Tata Group) and Lifestyle
International. In the last few years, Indians have gone through a dramatic transformation in
lifestyle by moving from traditional spending on food, groceries and clothing to lifestyle
categories that deliver better quality and taste. Modern retailing satisfies rising demand for such
goods and services with many players entering the bandwagon in an attempt to tap greater
opportunities.

According to the report of American Management Consulting Firm A. T. Kearney's 2006 Global
Retail Development Index (GRDI), India is on the first position , continuing for two years (2005
and 2006), among 30 countries as the world's most attractive market for mass merchant and food
retailers seeking overseas growth. On the other hand, China is loosing its attractiveness and
making the way to India GRDI helps retailers to prioritize their global development strategies by
ranking emerging countries based on a set of 25 variables including economic and political risk,
retail market alternatives, retail saturation level, and the difference between gross domestic
product growth and retail growth. The study quotes: "The Indian retail market is gradually but
surely opening up, while China's market becomes increasingly saturated."

COMPANY PROFILE

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Dhiraj Sons Mega Store Pvt. Ltd is a corporate group comprising of a business activity firms like
mega store, super store, music shop, card shop, toy shop and fashion world.

Dhiraj Sons is in business since last 62 years, starting off with doing small business in grocery
and kirana shop in posh area of athwalines, Surat. It was the first to start a family General Store
in 1972, namely Athwa General Store.

Subsequently following the overwhelming response from the people, for the first time in Gujarat,
it ventured into a departmental store ‘Dhiraj Sons” in 1984. It became a pioneer in introducing
for the first time in Gujarat the self service system and online computerized billing system.
Continuing with the successful progress march, it also added a greeting card shop. a music shop,
plastic corner and a stationery corner to its establishment in the year 1995, which was due to the
faith and love of the people of surat in them and their management, wgicch made them stand
apart from the rest of their competitors. In 1999, they inaugurated Dhiraj Sons- The Mega Shop
at Chowpatty, a 15000 sq. ft shopping store. A complete ‘shop entertainment’ environment kind
of store. Catering to demands of their valued customers, in 2002 they unveiled Dhiraj Sons for
their shopping ease and comfort.

From a small Grocery Store in 1984 to super store, Mega store and fashion world in 2002 shows
the kind of progress they have made and always leading from the front. This all has been
possible because of the trust and love from their valued ‘Dhiraj Customers’ due to their fellow
staff members. This was always promoted them to take a major step forward in presenting their
customers with new innovations and dimensions.

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Dhiraj Fashion World has been a pioneer in introducing the concept of mega retail store in Surat
called “Dhiraj Fashion World’ for the entire family. It is a multi brand outlet.

Dhiraj Fashion World is a grand fashion world for men, women, kids Garments & Accessories
and presenting a constant change.

The entire place is totally air conditioned with gorgeous automatic entrance. In an extremely
price sensitive market like Surat, the Dhiraj Fashion World has been successful in maintaining
the equilibrium between quality and price.

Though Dhiraj Fashion world store, the company has brought to surat masses an ambiance
conductive for shopping, and offers customer tremendous convenience to shop . in addition . the
superstore also offers a varied range of brands, Which encompass every aspect of modern
dressing in Surat.

With Dhiraj Fashion world, the company believes in providing assistance per excellence to its
customers, despite the store being self service store. The company aims to deliver value to the
customers through various unique avenues.

Another highlight of the Dhiraj Fashion World service is “ NO question asked” exchange policy,
which allows customers to exchange products with in 30 days of buying them, without giving
any reason.

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FASHION

MEN FASHION CATEGORY

Formal: Louis Phillipe, Arrow, Allen Solly, Excalibur, Indigo Nation, Scullers, Bay Island,
Parx, Provogue, Shape, Albastar, Recardo, Cottony
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Casuals : Mufti, Dockers, Colours, Athen, Mercy, M.Square, Status Quo, League, Hiedelbarg,
Rugby, Crave, Crush, Kevin Ninan

Denims : Lee, Levis, Wrangler, Lee Cooper, Spykar, Pepe, Liveln

Party Wear Black Barry, Givo, Denis Parkar, Manish Creation, X-posed, Rod, Pranks, Cartel

Sports Wear : Reebok, Beeve

Accessories: Exciter, Parx, Park Avenue, Jockey, Chromozome, Bonjour, Celestial- Horse

Watches: Timex, Titan, Espirit, Giordano, Citizen, Raymond Rence

Footwear: Reebok, Nike, Lee Cooper, Rockport, New Balance, Hitz, Piccasso, Franco Leone

Perfumes: Boss, Paco Rabane, Hugoboss, Gucci, D.Jel.Pozo

WOMEN FASHION CATEGORY

Westerns : XTC, Oobe, Chimera, London Fashion Couture, Jealous, Scullers, Provogue,
Fashion News, Anjanee, Mentor, Looks, Feel 'em on, Peach, Pause, Lee, Levis, Wrangler, Lee
Cooper, Spykar, Pepe, Polo

Denims: Lee, Levis, Wrangler, Lee Cooper, Spykar, Pepe

Salwar Kameez: Satya Paul, Khema Agencies, Dress Line

Watches: Timex, Titan, Espirit, Giordano, Bentex, Citizen, Raymond Raynee, Pierre Cardin

Footwear: Reebok, Nike, Red Tape, Lee Cooper

Cosmetics: Loreal, Lakme, Maybelline, Revlon, Shanaz Husain\

KIDS / INFANTS FASHION CATEGORY

Apparels: Origin, Danaboi, Twister, U-Tex, Gini & Jony, Zeal, Kid-Studio, Ruff, O' Kids, Leo
& Barbie, Fragrance, Romano, My Kraft, Micky & Pooh, Infants

Accessories: Body care

DHIRAJ GROUP

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 A grand Fashion world for branded Men, Women, Kids
Garments & Accessories and presenting a constant changing
FASHION WORLD Fashion World. The entire place is totally air conditioned with
gorgeous automatic escalator entrance.

MEGA STORE
A Three Stored store housing all kinds of groceries, toiletries,
food stuffs, household items, crockery's, watches, electronic
items, gift items etc.

A store housing all kinds of groceries, toiletries, food stuffs,

SUPER household items, crockery's, watches, electronic items, gift
MARKET items etc.

An extravagant collection of toys, soft toys and games are

TOY SHOP
available for kids of all ages.

Cards for Birthday, Anniversary, Sorry, Thank you, New year,

Christmas, Pateti, Idd, Condolences, Friendship, Love and Bets
Wishes.

All kinds of plastic items like buckets, tumblers, boxes, jars,

household items etc.

English, Hindi, Gujarati Audio Cassettes and Compact Discs.

OBJECTIVES

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 Primary objective:

The primary objective of project is : ‘The research work of analyzing the parameters
considered by customers while purchasing particular brand of merchandise, apparels, or
etc. in Dhiraj fashion world in surat city.

 Secondary objective:

 To find out brnd awareness of various brands of merchandise, apparels or etc. in

this store.

 To study consumer behavior buying pattern.

 To find out customer satisfaction level about goods and merchandise in this store.

 To study the buying of consumer financial schemes in this store.

 To find out improvements in terms of promotional tools

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 RESEARCH METHODOLOGY

The research process involves a number of inter related activities and should remember
that the various steps involved in research process are not mutually exclusives nor they
are separate and distinct.

For this search in used the descriptive research design. At this stage the researcher build
some idea about sampling methods, source of data and method of data collection.

I have also used exploratory research design to some extent in the beginning of my study.

 Primary data collection:

It consists of original information for the specific purpose. Primary data is more
time consuming but data is usually relevant to conduct research. I collected
primary data through observation and questionnaire. For primary data;

Sample size; 20 respondents

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 Survey area; some part of Surat

 Secondary data collection:

Secondary data is collected on the basis of records of the company. I also used
different books, web sites, newspaper and magazines to collect data.

CONSUMER PROFILE

As mentioned earlier in the research methodology, the sample universe in limited to the
consumers who made repetitive purchase of brand apparels from the multi brand outlets
in the city. There fore, the selection of population for survey was sample reason that
people in this section are highly brand conscious and simultaneously prefers to shop at
the best and the most renowned outlets of the city.

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 31-40
20%
41-55 below 21
10% 21-30
31-40
21-30 below 21 41-55
60% 10%

It is generally seen that the concentration of multi brand outlet goers, is largely found
between the age group of 21 to 30yrs. They are articulate in demonstrating tastes. This
bracket helped to know what the young and fashionable consumers look for when they
shop and what are the attributes that would prompt a purchase from the mature and
conventional shoppers. Therefore the survey revolved around this section.

DATA ANALYSIS

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 Do you refer to go in Dhiraj Fashion World for purchase?

Are you agreed Dhiraj Fashion world is giving more benefits in purchasing?

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Do you think that Dhiraj Fashion World more polite in services then other?

Are employees of Dhiraj FAShion World more polite in services then other?

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Is Dhiraj Fashion World has good visual merchandising and display knowledge?

Do you think that Dhiraj Fashion World gives good discounts rates on their
products for their customer?

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How frequently you come to Dhiraj sons?

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 CONCLUSION & SUGGETIONS

Widest range of men’s wear

under this attribute the survey attempts to find out those stores that provides maximum
choice of brands to the consumers.

Dhiraj Fashion World is upheld by the consumers for offering the widest range of men’s
wear of men’s wear like troucers,jeans shirts, t-shirts, undergarments, kids wear & otheer
accessories. The store attains the fisrt possition with 32.33% support from the
respondents and TATA fabrics at second place with 31.84% support from the
respondents. A break-up analysis reveals that the store gets higher percentage of votes
from male respondents than female segment.

Widest range of women’s wear

under this attribute the survey attempts to find out those stores that provides maximum
choice of brands to the consumers.

Dhiraj Fashion World is upheld by the consumers for offering the widest range of men’s
wear of men’s wear like troucers,jeans shirts, t-shirts, undergarments, kids wear & otheer
accessories. The store attains the fisrt possition with 33.33% support from the
respondents and G3 at second place with 31.84% support from the respondents. A break-
up analysis reveals that the store gets higher percentage of votes from male respondents
than female segment.

Widest range of accessories

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Dhiraj Fashion World is upheld by the consumers for offering the widest range of men’s
wear of men’s wear like troucers,jeans shirts, t-shirts, undergarments, kids wear & otheer
accessories. The store attains the fisrt possition with 43.38% support from the
respondents and TATA fabrics at second place with 18.90% support from the
respondents. A break-up analysis reveals that the store gets higher percentage of votes
from male respondents than female segment.

The best instore service (sales person performance promptness of

payment, trial rooms etc.)

In the survey, feautures like sales-person performance, promptness of payments, check

out facilities etc were clubbed less than one heading. These variables are largely
perceived as the contributing factors involved in making shopping a comfortable and
enjoyable experience.

Dhiraj Fashion World scores 30.84% votes providing the best in store service in the city.

Best after sales service

Assessing surat store on variables like reparations and reprisal of complaints to

merchandise purchased, prompt replacements or refunds, etc., consumers have yet again
assigned top preferences to Dhiraj fashion world with 40.79% appreciation.

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 Questionnaire

Name :________________________________________________

Age:________ (m): ______________________________________

1.What is the age of respondent?

Below 20 years

20-40 years

41-60 years

Above 60 years

2.Do you prefer to go in Dhiraj fashion World for purchase?

Yes No

3.Are you agreed that Dhiraj fashion World is giving more benefits in purchasing?

Yes No

4.Do you think that Dhiraj fashion World is providing more product facilities?

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 Yes No

5.Are employees of Dhiraj fashion World more polite in service than other?

Yes No

6. Is Dhiraj fashion World has good visual merchandising and display knowledge?

Yes No

7.Is do you think that Dhiraj Fashion World gives good discounts rates on their products
for their customers?

Yes No

8. How frequently you come to Dhiraj Fashion World?

At least once in week

In a month

In a year

Thank you

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 BIBILOGRAPHY

www.dhirajsons.com

Donald R.copper pamela s. schinder, business research method,6th

edtition.

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