A STUDY ON CUSTOMER PERCEPTION ABOUT DHIRAJ FASHION WORLD --MULTI-BRAND OUTLET IN SURAT

INDEX CONTENT ACKNOWLEDGEMENT INDUSTRY PROFILE PAGE 3 4
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COMPANY PROFILE GROUP COMPANIES OBJECTIVE OF THE STUDY RESEARCH METHODOLOGY DATA ANALYSIS CONCLUSION & SUGGESTION QUSETIONNAIRE BIBILOGRAPHY

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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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FASHION WORLD

A grand Fashion world for branded Men, Women, Kids Garments & Accessories and presenting a constant changing 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, household items, crockery's, watches, electronic items, gift items etc. An extravagant collection of toys, soft toys and games are available for kids of all ages.

SUPER MARKET

TOY SHOP

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 10% 21-30 60 % below 21 10% below 21 21-3 0 31-4 0 41-5 5

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 breakup 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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