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ChenOne- Research Project

ChenOne- Research Project

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Published by: Syed Muhammad Tayyab on Apr 21, 2012
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ChenOne as the name states stands for changing life styles forever. It is not just retail outlet but also an ultimate shopping experience providing comfort and satisfaction. It is one of a kind as it is providing all products regarding textile and accessories under one roof. Chen means Chenab House of elegance and novelty whereas One is in its literal meaning, the one that is unique in its approach and operations. So the name stands for the parent company being one of a kind. ChenOne is a project of Chenab Limited or Chenab Group. It has been in the export business since 1975. This company opened the first branch (functional) of ChenOne in October 1997 in Islamabad.

Chenab Group: Profile
A success story dating back to early seventies, the company built it foundation in tradition and innovation. Over the years Chenab has prided itself on most distinctive features; unrelenting commitment, far-sightedness, enduring personal relationship and above all passion for the business is what spurred the founder of the company to pursue great results, and passion is still the driving force behind the present management team. Mian Muhammad Latif group chairman laid the foundation in 1974, joined later by his younger brothers Mian Javaid Iqbal and Mian Muhammad Naeem in the venture and the business began to flourish and Chenab products were soon finding their way to the markets world wide, later the company’s network was expanded to Middle East, North America, Europe and Australia. Stretching over vast area at Faisalabad Pakistan, the manufacturing lines and equipment are constantly upgraded to ensure highest performance standards and reliability and the widest range of fabric finishing operations. Brief intro/bio of the founder, Mian Latif, and his entrepreneurial spirit, commitment and integrity which has made Chenab what it is today. (Businessman of the year awards, etc). Integrity as far as commitment to quality and 100% satisfaction of the clients, the guiding spirit for the Group, from the top man right down to a worker. Faisalabad is the Hometown of Chenab Group, and the city of textile in Pakistan. Chenab Ltd. has enviable progress as modern and well-equipped vertical textile company. Following are the major SBUs of Chenab Group:

Introduction and History


     

Ginning Spinning Weaving High Quality Dying Printing Garments Chenab Ltd. ChenOne ChenSoft

Chenab Group has major three mega projects:
  

The ginning unit started its production in 1975. Chenab Group is a place where big ideas are expressed in different fields of textile. “We as a team believe in professionalism and fully poised to achieve the highest laurels of excellence.”
   

Ginning of high quality cotton. Spinning of high quality yarn. Manufacturing of fine quality Fabrics. Processing of different quality fabrics in 100% cotton and different blends. Exporters of high quality made-ups. Exporters of high quality garments. Retailers of high quality made-ups and garments. Professional software development is our trademark.

   

Chenab Limited
It is one of the leading manufacturer and export-oriented organization of quality products. It is a prestigious name in manufacturing and export of value added textile product like Fabric, Home textiles and Garments worldwide. Chenab Limited is ISO 9001m SA-8000 and IS 14001, WRAP and OHSAS-18001:1999 certified which shows its excellence in operations and commitment to produce high quality products that are trustworthy. Chenab limited consists of different units like

Introduction and History


      

Weaving Dyeing Laboratory Design Studio Processing Printing Finishing Garments Packaging

Management Policy
“Our Policy is Customer Satisfaction” Which we ensure through, proper planning continual improvement, employees satisfaction, environment friendly production, prevention of environmental pollution, resource conservation and implementation of relevant, environmental social and cultural Norms/laws.

Quality Control
Once the fabric has passed the late test and is ready for packing, it is given a meter-bymeter visual inspection. This is the last stage, the certification of the entire process that has focused right from the very start on “on line” quality

Quality Management
Quality at each and every step of production is the first and foremost concern at Chenab, a state of the art testing lab equipped with latest precision testing instruments assures specific customer standards. Highly qualified and experienced technicians are all set to cope up with the ever-increasing quality standards and changing customer requirements. This work starts from the receipt of raw materials up to the final finished products thru inspection/testing at all stages

Environmental Control
Chenab Ltd. an environment friendly company working hard to keep the atmosphere green and clean. Okeo Tex and ISO14001 certified for environment friendly products a wastewater treatment plant is under construction in this regard Social Compliances Initiatives

SA 8000 certification. 3

Introduction and History

Pervaiz Musharaf Mian Muhammad Javaid Director Operation Introduction and History 4 . Achievements and Awards Mian Muhammad Latif (Group Chairman & CEO Chenab Ltd. hand-scanning. Receiving Award from President of Pakistan Gen. Messing service etc) Management Information System With the implementation of sophisticated ERP system and LAN/WAN connectivity Chenab Group is well equipped to compete globally. online order tracking system and video conferencing will further concrete the executive decision support system and speedup response time to the customers. 1998. Customer relationship management. (Free pick-and-drop service for females.ChenOne • • • • • • • No child labor. e-commerce. as per local laws Proper health and safety care (dispensary) Environment-friendliness No discrimination by race. 1999. house-factory-house. Electronic Attendance. 2000.) Businessman of year Gold Medal Award by FCCI 2002. color or gender. Remunerations and fringe benefits as per local laws. Max 56 hours working week. 2001. Large female workforce.

Our step-by-step advancements in export are explained by graph. Introduction and History 5 .ChenOne Mian Muhammad Naeem Director Export Best Export Performance Trophy by FCCI 11 years of excellence in export performance.

which includes the hospitality industry. He was also awarded four times ‘Businessman of the year’ award. local and multinational companies. The group has solid export and quality production experience with government recognition as eight time export trophy winner. bed basics. hotels. which covers all fashion needs of a trendy home and family. He has been awarded one of Pakistan’s reputable civil honor ‘Tamgh-e-Imtiaz’ as recognition for his service to the country. restaurants. ChenOne is one of few project launched by Chenab Group. table linen. curtains. Below is a list of some of the organizations ChenOne is proud to be associated with:         President’s House Governor House. government and private institutions. ChenOne is a family fashion store. furniture. This department offers a wide range of co-ordinated concepts in bed linens. The Chairman of the group Mian Muhammad Latif is also recognized business person. This department has taken charge of a network of businesses throughout the country and provided its services & products to topnotch institutions nationwide. prestigious clubs.e. Lahore Best Western Hotel. Karachi Holiday Inn. 6 ChenOne Profile . civil & armed forces’ guest houses. i. Islamabad Sindh Club. Islamabad Islamabad Club Serena Hotel Pakistan Services Ltd. bath and kitchen accessories and other home apparels.ChenOne ChenOne Profile LIFESTYLE AT CHENONE Avail 10% discount at all ChenOne stores. ChenOne takes high-class living and alluring lifestyle a step further with the introduction of its business development service entitled to serve a touch of class and the trademark ChenOne lifestyle to the corporate industry. ChenOne’s new business development department is aimed at the corporate sector.

ChenOne Profile 7 . Karachi Artillery Center. Ajman. Rahim Yar Khan. Rawalpindi. Peshawar. Lahore. Located in posh area of Dubai at city center next to McDonalds. Trio was completed in the UAE market with opening of the third branch at Jumierah Beach Road. Attock Pakistan Military Academy. Kakool Adding a touch of class and sophisticated lifestyle.ChenOne     Royal Palm Golf and Country Club. and Abottabad. Islamabad. a unique and good looking tower style building. the idea was just to test whether opening such a retail store would be profitable or not. Recently they have opened an Outlet in Multan named as “ChenOne Tower”. while at the same time not compromising on the ‘homely feel’ success locally and nationwide ChenOne as started in 1996 in Rahim Yar Khan at a very small scale. After a good response within just 6 months the Chenab Limited decided to open first operational outlet in Islamabad. All ChenOne stores are located in exclusive places in Karachi. Dubai on 26th September 2001. Lahore Pakistan Steel. Now there are 10 outlets in Pakistan whereas 6 outlets are working abroad in Dubai. Makkah and Behrain.

Reasons for opening in Multan:   Coverage of Lower Punjab To target more potential customers present in this region 8 ChenOne Profile . Home Textile Department 2. Decision-making is centralized as well as decentralized. Type ChenOne is basically a Departmental Store but not dealing in categories. Garment Department The Home Textile Department is dealing with product like Kitchen accessories.M that could be extended to 12:00 as well in the evening. Timing of the outlets Special offers Selection of local employees Up to some extent local promotional activities Conducting events Giving membership While the local management is charged to handle:     Timings The timing of the out let is from 11:00 A. Home Fashion and Interior Decoration. it is actually a family mega store dealing in home textile. Expanding Product Lines.ChenOne Structure There are two main departments at ChenOne: 1. furniture and accessories.M in the morning to the 10:00 P. Furniture. Pricing Strategies. Bed Sheets. Following are some of the decisions made at Centralized level:      Promotional Campaign at national level. The Garment Department is dealing with garments in three categories:    Men’s Wear Women’s Wear Kid’s Wear ChenOne is directly under control of Chenab Limited. fashion garments.

 If these members made a purchase of Rs. setting up the infrastructure and starting of the operations.25000000 or 25 karor Rs.  No other outlet closer to the ChenOne.  Members can use their cards anywhere in Pakistan. Prestige Club ChenOne is maintaining a special club. Also the concept of being unique and more and more creative is also being described in the logo.25000 or more than their membership is freely renewed for the next year.  Availability of land. after that it has to be renewed.  Covering the Multan Air Port  Near Holiday Inn  There are many banks and other institutions also located at the same road. Following strategies are being used for the membership:  Membership is for one year.10000 in a year then they are given discount of 10%. Future Plans ChenOne Profile 9 . Logo The logo of ChenOne Shows the Quality product and a Change in life style. Location Following are the reasons to locate the outlet at abdali road:  Near the Cantt area. Their potential customers are the members of this club.  If these members made a purchase of Rs.ChenOne  Multan Tower will act as Central Controlling Unit for the future operations of ChenOne outlets in all other cities and also the future outlets will be of same design. Preliminary Expenses A rough estimation of Rs. has been made in purchasing the land.

ChenOne Following are the future plans of the ChenOne:  To open 10 new outlets in Pakistan over next 5 years.  Feasibility study is being conducted and it is expected that ChenOne will also start its operations in United Kingdom. This will make total number of outlets 20. ChenOne Profile 10 .

EFFICIENCY  We are permanently reviewing our workflows and upgrading our work tools so as to make our services more efficient and consequently more attractive to our clients in terms of price and quality. internal  Every member is expected to be creative in its way to find customer-oriented solutions. VISION STATEMENT  ChenOne was specifically established to provide real value to our customers in the belief that to do so will create long term success for our company. We believe in producing Creative Ideas and delivering clear and efficient message. We have the best retail outlets to provide customers with unique solutions according to their needs. always providing better quality services with customer-oriented solutions.Statements  MISSION STATEMENT ChenOne aim is to offer high quality products and services to all its clients. Statements 11 . CREATIVITY QUALITY We believe in regular quality improvements streaming from talks with clients. Core Values  exchange of experiences and constructive analysis.

INTEGRITY We have integrity-as individuals and as teams our decisions are characterized by honesty Statements 12 . communication. COURTESY We are courteous-with our customers. and towards each other and encourage open  and fairness.

In this category they are very specifically targeting their customers. In Social class they are targeting Upper-Upper and Upper-Middle persons. To achieve this goal organizations usually do segmentation of their markets in order to best serve the needs of their customers. which includes:  Personality: sophisticated ChenOne has targeted both Business Customers and Land Lords as well as both come of from high-income category. Segmentation 13 . Their segmentation is based on:  Income  Social Class Second base is Psychographics. This segmentation is done on four broader bases:  Demographics  Psychographics  Geographic  Behavioral The advantages of segmentation are as follows:  Precise Market Definition  Analysis of Competition  Response to Changing Market Needs  Efficient Resource Allocation  Effective Strategic Planning ChenOne use to segment its market on the Demographics basis on the priority basis.Market Segmentation and Target Market Customer satisfaction is the ultimate marketing goal to be achieved by utilizing marketing tools. In this regard customers can be grouped in two unequal size segments:  Business Consumers  Personal use Consumers ChenOne is targeting both customers.

Both factors indicate that their customers are status oriented and are ready to pay higher prices for better quality. ChenOne is using Concentrated Marketing Strategy. They do not engage in do-it-yourself activities. Inactive Shoppers They are found to be 21% in Pakistan. employee service. They have restricted lifestyles and shopping interests. They demand high-level if in-store service when shopping. They are identifiable with their most price consciousness. 1. Price Shoppers They are almost 17% of total figure. 1. They have demanding lifestyles and engage in out-door activities along with do-it-yourself kind of activities. They have shown greater tendency to look for place where their price requirements are fulfilled. Four types of customers are identified with ChenOne: 1. They seek convenient stores with friendly service. Active Shoppers They were found to be 40% in Pakistan. They are not concerned with shopping attributes like price. Service Shoppers They are found to be 22% in Pakistan. Price is a major consideration while they are shopping. Segmentation 14 . 1.

 More tight control by the centralized management. Strengths ChenOne is enjoying following strengths.SWOT Analysis The overall evaluation of company’s strengths. weaknesses.  Qualified Staff  Good Physical facility  Better Communication between employees  Use of sophisticated Computer Software(s)  Aware of the new technologies  Enjoying good Brand Name (ChenOne)  High service quality  Better utilization of Parent Company’s experience  Sound Industry relationship  Prestige Club Weaknesses  Charging higher pricing.  Strict promotional activities  Not realizing the Competition  Not a comprehensive web site Threats SWOT Analysis 15 . opportunities and threats is called SWOT analysis.

a store in Karachi is expected to become a competitor. SWOT Analysis 16 .  Beds and Bath. The new store “Cross Roads” is opening in Multan that could pose a threat to ChenOne. Opportunities  International Market  More coverage in Pakistan  Using Internet as a medium as well to sell products.

Uppers 3.Marketing Mix and Strategies In this context we have to explore 7 Ps because ChenOne is basically a service provider. Product Following is the detail of the product line that is carried by the ChenOne: 1) Garments Garments include  Women’s Wear Following varieties are available in this category 1. Sweaters Marketing Mix 17 . Jackets 7. Salwar Suits 4. so these Ps of marketing mix are as follows:  Product  Price  Place  Promotion These are the traditional 4 Ps but in service firms there are 3 additional Ps associated in Marketing Mix. Long Dresses 5. Nightwear 6. Kurties 8. Lowers 2. which are:  People  Place  Process 1.

Suspenders Marketing Mix 18 . Socks 10. Shoes 9. Suitings 5. Shorts 9. Uppers 3. Jackets 7. Jackets 5. Lowers 2. Uppers 3. Shoes  Kid’s Wear Following varieties are available in this category: 1. Nightwear 6. Sweaters 11. Salwar Suits 4. Ties 13. Nightwear 6. Men’s Wear Following varieties are available in this category: 1. Salwar Suits 4. Belts 12.Pyjamas 10. Lowers 2. Jogging Suits 8. Frocks 7. Underwear 12. Vests 11. Belts 8.

2) Kitchen Accessories 3) Bathroom Accessories  Towels  Bath Robes  Shower Curtain 4) Furniture  Bedroom Furniture  Living Area Furniture  Dinning Area Furniture  Kids Furniture 5) Bed Sheet Sets  Bed Sheet Single  Bed Sheet Queen  Bed Sheet King  Quilts Cover  Bed Spread 6) Crockery  Dinner Set  Tea Set  Design Ware 7) Bed Basics  Fabric Covers  Pillows  Quilt  Mattress 8) Home Accessories  Candles  Lamps  Curtain Rods Marketing Mix 19 .

The display. shelving and lighting is unique for each store. After-Sale Services After sale services mainly include the  Complaint Handling  Warranty Claims Usually this is the case with furniture where ChenOne is usually providing Warranty of 6 months. But if customers who have purchased garments brought the faulty one within Marketing Mix 20 . In this context ChenOne has recently renovated the President Musharaf’s house and houses of Nazim and Naib-Nazim of Multan. Mats  Dry Arrangements Note:.Detail product specifications are available in appendix D. The home section displays products portraying trendy bedrooms with all possible matching accessories. Customers can seek advice from these consultants to get new ideas or information regarding new materials and products. interior consultants are available for assistance. Interior consultancy service is absolutely free. To make shopping decisions easier. Services ChenOne is providing following services:  Interior Consultancy  After-Sale Services Interior Consultancy Special attention has been given to the interior and layout for each outlet. This department handles complete interior decor projects. Samples of completed projects are available on request. Customers can also use the services of interior consultants outside the store in reference to their home.

Like the range of their sofa sets varies from Rs. Another reason is that ChenOne itself does Value Addition to the products. after that it has to be renewed.80000 to Rs.  If these members made a purchase of Rs. Marketing Mix 21 . For ChenOne at present there is no problem regarding price competition just because of their target market. Following two strategies are being followed:  Membership is for one year. hence charging premium prices. high quality products. These people usually seek to shop at the place where prices are high and show the status symbol. There is no bargaining allowed either at their center.25000 or more than their membership is freely renewed for the next year. this is because. ChenOne introduces discount ranging from 10 to 50% almost every year two times. Also there is a discount available to the members of the Prestige Club. So they are of the view that we provide total value-added. Their prices are set at highest rate.1400000.10000 in a year then they are given discount of 10%. Prices are fixed and tagged on the products along with ChenOne brand name. When they introduced new design all the old stuff obsoletes. according to their management our customers belong to Upper-Upper class and most of them are rich people ranging from Land lords to business persons. Also their bed sheets range from Rs. ChenOne is charging a flat rate on all of their products.10000.seven days of purchase ChenOne will provide the alternative or fix the problem with no fee. so the price objectives are to maintain their Status Quo. So just to increase their turnover almost by 20 to 25% more than the regular times ChenOne introduces discount series and discount strategy is being followed at every outlet in Pakistan. Price The strategies related to Price are clear. 2.  If these members made a purchase of Rs.5000 to Rs. This is so because at the start of every winter season the new design is introduced and same thing is done when summer season started.

Place ChenOne is using Exclusive Placement Strategy. But still their strategy remains exclusive. Normally it appears to have only one store in a city. Currently ChenOne is operating in:  Lahore  Islamabad  Karachi  Rawalpindi  Rahim Yar Khan  Multan  Abottabad  Peshawar  Faisalabad Also ChenOne is operating abroad:  Dubai  Ajman  Makkah  Bahrain Marketing Mix 22 .3. The reason is that within high-density areas they have divided that area into 2-3 large areas with respect to their customers and used only one store in those areas. But this concept is not true because they Chenab Limited also open more than one store in high-density areas like Lahore.

Also by conducting events like “night shows”. Marketing Mix 23 . Once it became clear that Multan is the area where they can target business persons and cover the area of lower Punjab. Promotion Now a days it is imperative for any company to promote its products heavily.4. But Advertising is playing an important role in promotion as companies are allocating a heavy budget for the advertisements for their products. “club nights” they also promote their new products to their customers. Following are the basic ways for the promotion of ChenOne:  News letters  Brochures  Catalogs  Magazines (Specially Fashion Mags)  Ads on cable  Banners  Events The last point is very important. Publicity. Also management wants to reduce the clutter. Advertising. ChenOne is not using Broadcast as a medium. In Multan they used the same strategies for 3 years and by conducting such shows they gathered the demographics of their will be customers. the reason is that they want their message to reach only to their target market. management decided to open outlet in Multan. and Personal Selling. Also ChenOne is using the service of TCS in order to deliver their News Letters and brochures to the business persons directly. they are heavily relying on Cable service providers for their promotion. This can be done in many ways like Sales Promotion. CheonOne is using the strategy of conducting Fashion Shows in the areas where the management is interested in opening the outlet. or in other words they want to increase their reach.

Responsiveness e. Credibility c. Also the parking facility is provided in base ground and is really upto international standards. Motivate their employees because this will make a huge difference in customer satisfaction. Competency b. The outlook of the Tower is really amazing and draws the attention of by-passer. Select b. 6. Train c. Peshawar and Quetta. located at Abdali Road. Different sections are made and two stories are dedicated for this purpose. Communication In this regard ChenOne has a skilled workforce available. Better-trained persons exhibit 6 characteristics: a.Ad Agency The advertising agency of ChenOne is Evernew Concept. Courtesy f. People Most of the services are provided by the people (employees). It is important for the any company to: a. Place The interior and exterior of the outlet should give the impression to the visitor that this place is of some standard and that he is putting his foot in right place. Rest of the building will be given on rent to interesting parties. The interior of the store is also self-speaking and gives an impression to their customers about their choice. Reliability d. The idea chosen in Multan by ChenOne is the “ChenOne Tower”. Karachi. which is located at Lahore. 5. Customers perceives about the service and its quality through Place. people and other things. In Multan they have 16 workers. Islamabad. Sections are well Marketing Mix 24 .

they will bring that sheet at the counter. All the retail outlets are connected with their center via the computer system.decorated and samples are also shown in front of the section that really adds to their appeal. Chenab Group has signed an agreement with ACCPAC to deploy their Enterprise Resource Planning modules in their business. Marketing Mix 25 . 7. ChenOne is using the powerful computerized system. Process When customers enter the outlet. When they want to buy a product say a Bed Sheet. In this context Chenab Group has another project like ChenOne that is ChenSoft. Sections are labeled as well like if pants are to be bought then customer can find them in Men’s wear section and they are arranged in order of 30” to 36”. Customer will sign that bill and another copy is also safe. a copy of which will be sent to the headquarter immediately and another copy will be kept safe at local center and print out will be taken. At counter the employee will fill the details of the order in the computer software. they will find a consultant at each section. The purpose of sending order information to headquarter is that the timely delivery of the products will be made sure and no stock out occurs.

Multan.  Determine the customer visits.Problem Statement To explore the Marketing Strategies of retailing institute ChenOne.  Determine the customer satisfaction level.  Determine the customer preference for this outlet. Research Design 26 .  Exact sales data about ChenOne was not available from the organization.  Our budget was limited as it is an academic research.  Determine the customer loyalty.  Determine the Relationships with Suppliers and Customers..  Determine the General Information about ChenOne.  Determine the Marketing Strategies regarding ChenOne.  Determine any Regulatory Issue(s) while opening the outlet. So overall we’ll be checking what type of retail institute ChenOne is and what promotional and pricing strategies they are using. Research Objectives We were aiming at to:  Determine the Organizational Setup of ChenOne. along with the services being provided. Scope of Research This research about the ChenOne is confined to the Multan region only.  Determine the Target Market and Segmentation.  Conduct the SWOT Analysis. Limitations  No previous research report was available on ChenOne and that was the limitation on our literature review.

In fact research design is the overall scheme or program of the research. Research Design 27 . The method of data collection The purpose of study The time dimension Exploratory study Communication Monitoring Descriptive Casual Longitudinal Cross-sectional Sampling Design Relevant population: As ChenOne defines their target market consists of Upper-Upper class. Category Descriptor The degree to which the research questions have been Formal study crystallized. Sample Type: Our sample type is “Non-Probability” sampling. so our population for the research purpose was also the same. It aids the researcher in the allocation of limited resources by posing crucial choices about different factors. The research design of our research contains the following components: Design Strategy Descriptors of research design. The identification of existing sample frames was not possible for us because many of the management was not ready to provide us the details of their customers. measurement and analysis of data.Research Design The research design constitutes the blueprint for the collection.

Refer to Appendix-A for Questionnaire. Research Design 28 . Nine measurement questions are used out of which there are 7 close ended and 2 open ended questions. In this regard we spent some time at the outlet in order to get the questionnaire filled by the respondents.Sampling Technique: In non-probability sampling we have selected quota sampling. Data Collection Method: The Data Collection Method is Survey as indicated by the Research Instrument. Sample: We have selected a sample of 30 customers. Research Instrument: We’ve used self-administered questionnaire as research instrument.

2 From where you came to know about ChenOne Multan? Labels Heard from a friend From Banners of ChenOne From Ad in Newspapers From Ad in Magazine Analysis Response 5 20 5 0 29 .Analysis Q1. Q. How frequently do you visit ChenOne Multan? Label Once a Week Once a Month One a Year Other Response 8 20 0 12 40 Total Frquency of Visit 20% 30% Once a Week Once a Month One a Year Other 50% 0% In the other category most of the people specify that they visit the store every 22 days approximately.

What do you purchase from ChenOne? Labels Garments Furniture Crockery Bed Sheets Other Response 22 2 2 9 5 Total 40 Analysis 30 .Other Total 10 40 25% 13% From a Friend Banners Newspapers Magazine Other 0% 13% 49% In Other category respondents said that they receive catalogues and News letters from ChenOne. Q3.

Range Selection NN Store Others Response 10 10 5 5 10 Total 40 Other Store Visit 25% 24% 13% 13% 25% Prince Dept. Have you visited ChenOne in any other city? Labels Analysis Response 31 . What other stores do you visit in Multan? Labels Prince Dept. Range Selection NN Store Others Q5.Purchases 13% Garments Furniture Crockery Bed Sheets Other 23% 54% 5% 5% Q4.

49% Analysis 32 . Q6. Unsatisfied Somewhat Satisfied Extremely Sat.Yes No Total 30 10 40 Other City Visit 25% Yes No 75% In Yes category the most responses were of the city Lahore and then Karachi. How much are you satisfied with ChenOne? Labels Highly Unsatisfied Unsatisfied Somewhat Satisfied Satisfied Extremely Satisfied Total Response 0 3 12 20 5 40 Satisfaction 0% 13% 8% 30% Highly Unsat.

Rate the features? Labels Staff Behavior Store Atmosphere Parking Facility Complaints Handling Claims Handling Very Good 20 25 30 10 12 Good 10 10 10 5 18 Fair 10 5 0 20 10 Poor 0 0 0 5 0 Very Poor 0 0 0 0 0 Analysis 33 .Q7. Do you think that ChenOne Multan needs improvement in any area? Labels Yes No Total Response 15 25 40 Improvement 38% Yes No 62% Q9.

Good Good Fair Poor V.Staff Behavior 0% 25% 0% V. Poor 25% 62% Analysis 34 . Good Good Fair Poor V. Poor 50% 25% Store Atmosphere 0% 13% 0% V.

Good Good Fair Poor V. Poor 13% 49% Analysis 35 . Good Good Fair Poor V. Poor 75% Complaints Handling 13% 0% 25% V.Parking Facility 0% 0% 25% 0% V.

Good Good Fair Poor V.Claims Handling 0% 25% 0% 30% V. Poor 45% Analysis 36 .

 62% of the respondents give “Very Good” rating to Store Atmosphere.  Almost 50% respondents replied that they are satisfied with the ChenOne and 30% said that they are somewhat satisfied. This is also true because at ChenOne not complete variety of different product lines is available so still these customers have to visit other stores to make their purchases.  75% customers responded that they have visited ChenOne in other cities.  62% of the respondents replied that ChenOne does not need improvement.  Customers have a mix response regarding their visit to other stores in Multan.Conclusion From previous analysis we conclude that:  Customers usually visit the ChenOne once in a month.  Customers came to know about ChenOne largely from their promotion through Banners and then by Catalogue and News Letters that were mailed to them.  49% of the respondents said that Complaint Handling is “Fair” while 25% said that it is “Very Good”. From the above mentioned facts we can conclude that ChenOne is performing well in Multan. This thing shows the correct decision made by the management to open a retail outlet in Multan. As the fact described by the management that now most of their Multan area customers have nearly stopped going to other cities because of the presence of ChenOne here in Multan. Conclusion 37 .  75% of the respondents give “Very Good” rating to Parking Facility.  30% of the respondents give “Very Good” rating to the Claims Handling while 45% rate it “Good”.  Customers largely purchase garments from ChenOne followed by the Bed Sheets.  50% of the respondents give “Very Good” rating to Staff Behavior.

 They should introduce handicrafts specially related to Multan culture. Conclusion 38 . so management should consider reducing their prices or introducing ranges. This trend can also be incorporated in their Home Fashion accessories.  Still most people were of the view that the prices are relatively high.Recommendations Following are the recommendations for the further improvement of ChenOne in Multan.  They should further increase their promotion level.

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