Consumer Behaviour Muskan

AMITY GLOBAL BUSINESS SCHOOL
SUMMER INTERNSHIP REPORT ON
Analyzing consumer behavior of Shahi garments
SUBMITTED BY:
MUSKAN SAYED
ENROLLMENT NO- A30201918040
MBA (2018-2020)
UNDER THE GUIDANCE OF
DR. SONA RAGHUVANSHI

DECLARATION
I Muskan Sayed hereby declare that the project titled “Analyzing consumer behavior of
Shahi garments submitted by me as part of partial fulfilment for the award of the Masters of
Business Administration, at Amity Global Business School is a record of bonafide work done
by me.
I also declare that this report has to my knowledge is my own and is neither submitted to any
other university nor published any time before.
Date:
Place: MUMBAI (Muskan Sayyed)

CERTIFICATION
This is to certify that the Project Report title Analyzing consumer behavior of Shahi
garments submitted in partial fulfilment for the completion of MBA Program of Department
of management studies AGBS- MUMBAI, was carried out by Muskan Sayed under my
guidance. This has not been submitted to any other University or Institution for the award of
any degree/diploma/certificate.
Name of the guide Signature of the Guide
Dr. Sona Raghuvanshi

ACKNOWLEDGEMENT
I express my sincere thanks to Professor Pankaj Shukla, Principal, AGBS MUMBAI

for helping me in many ways throughout the period of my project with his timely suggestions.
I sincerely owe my respect and gratitude to Dr. Sona Raghuvanshi, my faculty guide
for his continuous and patient encouragement during all times of my project and helped me in
completing this study successfully..
I thank every employee of Shahi Garments for his/her help and guidance in completing
my project. I also greatly thank all the customers (The GODS of my Project) without whose
feedback this project would stand nothing.
I am deeply indebted to my parents and family members for their warm love and support
throughout my life. In addition I am grateful to all those who helped directly or indirectly for
completing this project work successfully.
Muskan Sayed
ABSTRACT
Research in common man’s language refers to a search for knowledge. One can also
define research as a scientific and systematic search for pertinent information on a specific
topic, in fact research is an art of scientific investigation.
Research is done to gain familiarity with a phenomenon event / product / service or to

determine the frequency with which something occurs, with which is associated with
something else or to test a hypothesis of casual relationship between variables.
In short customer perception research is the objective and formal process of

systematically obtaining, analyzing and interpreting the data for actionable decision
making in customer perception towards an organization (Shahi Garments, in my study).
The basic objective of this study is to analyze the customer behavior towards
Shahi Garments in Mumbai, Maharashtra. Research was carried out for Mumbai
customers who were main targets for this study. Customers were asked about their
perception towards Shahi Garments.
TABLE OF CONTENTS
CHAPTERS TOPIC PAGE NO
 INTRODUCTION 8 - 21
CHAPTER 1  NEED & IMPORTANCE

 OBJECTIVES
 RESEARCH METHODOLOGY
 SCOPE AND PERIOD OF
STUDY
 LIMITATIONS
CHAPTER 2  REVIEWOF LITERATURE 23 – 31
CHAPTER 3  INDUSTRY PROFILE 33 – 47

 COMPANY PROFILE
CHAPTER 4  DATA ANALYSIS & 49 – 76

INTERPRETATION
78 - 80
CHAPTER 5  FINDINGS
 SUGGESTIONS
CHAPTER 6  BIBILIOGRAPHY 82 – 86
 QUESTIONNAIRE
 INTRODUCTION
 NEED&IMPORTENCE
 OBJECTIVES
 RESEARCH METHODOLOGY
 SCOPE OF THE STUDY
 LIMITATIONS
INTRODUCTION:
Marketing is the moving and exciting activity in everybody activities. The sellers,
distributors, advertising agencies, consultants, transporters, financers, store agencies and every
one as a counter are part of the marketing system. Any exchange process be it consumer,
goods, intermediary goods, services of ideas, comes under the preview of marketing. It is very
often regarded that the development of markets and marketing is synonymous with the
economic development of account. Through marketing is an action discipline. In the ever-
growing corporate world, marketing is being regarded as a crucial element for the success of
an Enterprise.
The marketing discipline is undergoing fresh re aparisal in the light of the vast global,
technological, economic and social challenges facing today’s companies and countries.
Marketing at its best is about value creation and raising the world’s living standards. Today’s
winning companies are those who succeed most in satisfying, indeed delighting their target
customers.
As quoted by P.P.Drucker “Marketing is so basic that it cannot be considered a separate

function. It is whole business seen from the point of view of its final result, that is, from the
customer’s point of view. Business success is not determined by the producer but by the
customer”.
Philip Kotler has therefore defined marketing as “it is a social and managerial process
by which individuals and groups obtain what they need and want through creating, offering
and exchanging products of values with others”. Many Indian companies espouse a satisfied
customer philosophy and describe marketing as customer-satisfaction engineering. Since the
economy in this country has changed from a primary condition of scarcity to gradual and
steady stage of affluence, largely giving consumers the opportunity to choose among many
varied alternatives, satisfaction has become a major concern of business.
INTRODUTION TO CONSUMER BEHAVIOR:
One thing that we have in common is that we all are consumers. In fact everybody in
this world is a consumer. Every day of our life we are buying and consuming an incredible
variety of goods and services. However, we all have different tastes, likes, dislikes, and adopt
different behavior patterns while making purchase decisions.
The term consumer behavior refers to the behavior that consumers display in searching
for purchasing using evaluation and disposing in searching for purchasing using evaluating
and disposing of products and services that they exact will satisfy o how individuals make
decisions to send their available resources (time, money and effort) on consumption related
items. It includes the study of “What they buy”, ”Why they buy”, “When they buy it”, “Where
they buy it”, “how often they buy it” and “how often they use.
DEFINITIONS:
Consumer Behavior (or Buyer Behavior) is broadly defined by various scholars &
researchers as:
1. It’s the behavior displayed by the consumers during the acquisition, consumption and
disposition of products, services, time and ideas by decision making units.
2. It is the body of knowledge which studies various aspects of purchase and
consumption of products and services by individuals with various social and
psychological variables at play.
3. The behavior that the consumers display in searching for, purchasing, using,
evaluating and disposing of products and services that they expect will satisfy their
needs.
4. The process and activities people engage in when searching for, selecting, purchasing,
using, evaluating, and disposing of products and services so as to satisfy their needs
and desires.
5. The activities directly involved in obtaining, consuming, and disposing of products
and services, including the decision processes that precede and follow these actions.
6. The American Marketing Association (AMA) defines consumer behavior as “The
dynamic interaction of cognition, behavior & environmental events by which human
beings conduct the exchange aspect of their lives.
Consumer behavior is helpful in understanding the purchase Behavior and preferences

of different consumers. As consumers, we differ in terms of sex age, education, occupation,
income, Family setup, religion, nationality and social status. Because of this different
background factors, have different needs and we have only buy those products and services,
which we think, will satisfy our needs.
A MODEL OF CONSUMER BEHAVIOUR:
A consumer decisions to purchase a particular product of service is the result of

complex interplay of a number of variables. The starting point of the decision process is
provided by the companies marketing stimuli in the shape of product, Consumer
promotion, and price and distribution strategy. Consumer often Decisions
purchase new products that are associated with a favorable viewed
brand name. Product
The term consumer behavior refers to the behavior that Choice
consumer display in searching for purchasing, using, evaluating and Brand
disposing of products and services that they expect will satisfy these Choice
needs. The study of consumer behavior in the study of how individuals
Dealer
make decisions to spend their available resources (time, money, effort)
choice
on consumption related items. It includes the study of “what they buy”,
“why they buy”, “when they buy”, “where they buy”, “how often they Purchasing
buy” and “how they use”. Timing
Purchasing
Amount
Marketin Other stimuli

g
stimuli
Product Economic MODEL OF CONSUMER BEHAVIOUR

Price Technological
Place Political
Promotio cultural
n
DETAILED MODEL OF
FACTORS INFLUENCING CONSUMER BEHAVIOR
Cultural
Factors
Social
Factors
Culture
Reference Personal
groups Factors
Sub Age and Life Psychologica
Culture Cycle l
Family
Occupation
Factors
Economic
Social Circumstances Motivation
Class Lifestyle
Perception
Roles & Personality
and Self Learning Buyers
Status Concept Beliefs and
Attitudes
CULTURAL FACTORS:
Culture: Culture is the most fundamental determinant of a person’s wants and behavior like
set of values, perceptions, preferences and behaviors through his or her family member.
Subculture: social classes are relatively homogeneous and enduring divisions in a society
which are hierarchically ordered and whose members shares similar Values, interest and
behavior and social classes includes upper class, middle class and lower class.
SOCIAL FACTORS:
References Groups: A persons reference groups consist of all the groups that have a direct
(face to face) are indirect influence on the person’s altitude or behavior. This group to which
the person, belongs and interacts.
Personal Factors: A consumer decision also influenced by personal characteristics

notably the buyers age & life cycle stage, occupation, economic circumstances, life style and
personality and self-concept.
PSYCHOLOGICAL FACTORS:
Motivation: A person has many needs at any given time. Some needs are biogenic. They
arise from psychological states of tension such as hunger, tryst and discomfort.
Perception: Perception is defined as “the process by which an individual selects, organizes,

intercepts, information, inputs to create a meaningful picture of the world.
NEED FOR THE STUDY:
Consumer behavior plays a major role for the growth of the company in
the modern market scenario. The basic idea of this study is to find the consumer
behavior towards Shahi Garments. The needs have to be recognized and
necessary steps have to be taken to make the changes.
India is growing rapidly and changes are dynamic. People are changing,
the preference and the demand is changing. The market also has to change
accordingly.
The purpose of consumer behavior is not only for retaining the customers
but also attracting new customers and increasing the sales also creating and
maintenance of brand awareness.
In this competitive market the level of consumer satisfaction decides the

success of any product and any company. The night consumers have to be
targeted and the right strategy should be implemented at the right time. This will
give the desired results.
OBJECTIVES OF THE STUDY:
The main objective is to determine the current consumer behavior levels of

the customers with regards to Shahi Garments.
 To study and analyze consumer shopping behavior towards Shahi

Garments.
 To assess the behavior level of different type of customers shopping at

Shahi Garments.
 To identify what type of strategies are suitable for the company to reach
the targeted customers.
 To find out the factors which influence the consumption of the products in
Shahi Garments.
 To identify effective advertising sources which are influencing customer

purchasing behavior at Shahi Garments.
 To find out how the consumers spent their incomes, time on the
purchasing of the products.
RESEARCH METHODOLOGY
The survey technique is intended to secure one or more items of

information from a sample of respondents who are representatives of a larger
group. The information is recorded on a form known as questionnaire. As data
are gathered by asking questions from persons who are believed to have desired
information, the method is known as questionnaire technique.
REASONS FOR WIDE USE OF THIS METHOD:
 It can secure both quantitative and qualitative information directly from

the respondents.
 It is the only method of directly measuring attitudes and motivations.
 It is quite flexible in terms of the types of data to be assembled, the
method of collection or the timing of research.
Meaning of Research
According to D. Slessinger and M. Stephenson in the Encyclopedia of

social sciences define research as “the manipulation of things, concepts or
symbols for the purpose of generalizing to extend, correct or verify knowledge,
whether that knowledge aids in construction of theory or in the practice of an
art”.
TYPES OF RESEARCH
1. Exploratory Research,
2. Descriptive Research.
Exploratory Research:
Exploratory research studies are also termed as formulate research studies.

The main purpose of such studies in that of formulating a problem for more
precise investigation or of developing the working hypothesis forms an
operational point of view.
Descriptive Research:
Diagnostic Research studies determine the frequency with something

occurs or its association with something else.
In this project, information pertaining to customer needs satisfaction and

their demographic profile was collected; hence it is a descriptive research.
1) Primary data:
Meaning: Primary sources of data are the data which needs the personal efforts
of collect it and which are not readily available.
Primary source of data are the other type of source through which the data was
collected.
Following are few ways in the data was collected:
1. Questionnaires: It is the set of questions on a sheet of paper was being

given to the customers to fill it, bases on which the data was interpreted.
2. Direct interviewing: Direct interviewing involved the process where I asked

the questions directly to the customers and I got the feedback.
2) Secondary data:
Secondary sources are the other important sources through which the data
was collected.
These are the readily available sources of the data where one had need
not put much effort to collected, because it is already been collected and part in
an elderly manner by some researcher, experts and special.
The secondary sources helpful for the study were
1) Text books like marketing management research methodology

Advertisement and sales promotion etc.
2) Internet was made use for the collection of the data.
3) Newspapers were also referred.
4) Business magazines were referred.
3) Sample size:
By using judgment random sampling technique 100 respondents are
selected for the purpose of the study.
4) Period of study:
The study is undertaken in the duration of 34 days.
5) Research approach:
The survey method was adopted for collected the primary data.
Survey research is systematic gathering of data from respondent through
questionnaire.
6) Research instrument:
The data for this research study was collected by survey technic using
interview method guided by questionnaire.
7) Collection of Data:
Questionnaire and personal interviews are the methods that I have
used for collecting the data.
SCOPE OF THE STUDY
Shahi Garments has two branches in Mumbai. My scope is limitation to

one Branch (Jogeshwari). The scope of the study is to identify the consumer
behavior towards Shahi Garments. It is aimed at enlightening the company about
different steps to be taken up to increase the share of Shahi Garments with
regard other competitors and also to make the company to provide better
customer services.
The scope of the study is only confined to the area covered under Mumbai
and only confined in studying about the consumer behavior towards Shahi
Garments.
LIMITATIONS:
 Time has been a major constraint throughout the study as it has been only
for duration of 2 months.
 As this survey was restricted to Mumbai this cannot be stated as an in

depth research on this subject.
 Enough care is taken in formulating the questionnaire, still some errors

may creep in.
 The consumer behavior varies according to different products.
 Quality verses price was not taken into the consideration.
 The project is based on the interview methodology by a sutured

questionnaire and the personal skills of the person undertaking the project
affect the results.
 REVIEW OF LITERATURE
REVIEW OF LITARATURE/CONSUMER BEHAVIOUR:
What is consumer behavior?
Activities people involved in when selecting, purchasing, and using

products so as to satisfy needs and desires. Consumer behavior involves the
psychological process that consumers go through in recognizing needs, finding
ways to solve these needs, making purchase decision (e.g., whether or not to
purchase a product and, if so, which brand and where), interpret information,
make plans, and implement these plans (e.g., by engaging in comparison
shopping or actually purchasing a products).
SOURCES OF INFLUENNCE OF THE CONSUMER:
The consumer faces numerous of influence. Often, we take cultural

influences for granted, but they are significant. An American will usually not
bargain with a storeowner. This, however, is common practice in much of the
world. Physical factors also influence our behavior. We are more likely to buy a
soft drink when we are thirsty. For example, and food manufacturers have found
that it is more effective to advertise their products on radio in the late afternoon
when people are getting hungry. A person’s self-image will also tend to
influence. What he/she will buy? An upwardly mobile manager may buy a
flashy car to project an image of success. Social factors also influence what the
consumers buy-often, consumers seek to imitate others whom they Admire, and
may buy the same brands, the social environment can include both the
mainstream culture (e.g., Americans are more likely to have corn flakes/ham and
eggs for brake past than to have rice, which is preferred in many Asian
countries) and a sub culture (e.g., rap music often Appeals to a segment within
the population that seeks to distinguish itself from the main stream population).
Thus sneaker manufacturers are eager to have their products worn by admired
athletes. Finally, consumer behavior is influences by learning – you try a
hamburger and learn that it satisfies your hunger and tastes good, and the next
time you are hungry, you may consider another hamburger.
DECISION-MAKING INVOLVE SEVERAL STEPS

1. Need recognition
5. Purchase evaluation
2. Information search
4. Purchase decision 3. Evaluation of alternatives
Problem recognition – you realize that something is not as it should be. Perhaps,
for example, your car is getting more difficult to start and is not accelerating
well. Information search- what are some alternative ways of solving the
problem? You might buy a new car, buy a used car, take your car in for repair,
ride the bus, ride a taxi, or ride a skateboard to work.
A customer can obtain information from several sources:
Personal sources: family, friends, neighbors etc.
Commercial sources: advertising, sales forces retailers, dealers,
Packaging, point-of sale displays.
Public sources: newspapers, radio, television, consumer organizations,
Special magazines.
Experimental sources: handling, examining, using the product

Internal and external search for information to make a decision
Internal search: Scan memory.
External search: shopping, personal sources, public media,
Advertisements
Evaluation of alternatives: A skateboard is inexpensive, but may be ill-suited for

long distances and for rainy days.
Purchase stage, and sometimes a post-purchase stage (e.g., you return a

product to the store because you did not find it satisfactory), in reality, people
may go back and forth between the stages. For example, a person may resume
alternative identification during while evaluating already known alternatives.
The decision maker(s) have the power to determine issues such as:
Whether to buy?
Which product to buy?
Which brand to buy?
Where to buy it? And
When to buy?
Note, however, that the role of the decision maker is separate from that of
the purchaser. From the point of view of the marketer, this introduces some
problems since the purchaser. Can be targeted by point-of-purchase (POP)
marketing a effort that cannot be aimed at the decision maker. Also note that the
distinction between the, purchaser and decision maker be somewhat blurred the
decision maker may have to make a substitution if the desired brand is not in
stock, the purchaser may disregard institutions (by error or deliberately).
BUYER BEHAVIOUR – CULTURAL FACTORS
Cultural factors have a significant impact on customer behavior. Cultural

is the most basic cause of a person’s wants and behavior. Growing up, children
learn basic values, perception and wants from the family and other important
group. Marketing are always trying to spot “cultural shift’” which might point to
new products that might be wanted by customer or to increased demand. For
example, the cultural shift towards greater concern about health and fitness has
created opportunities (and now industries) servicing customers who wish to buy:
Low calorie foods
Health club memberships
Exercise equipment
Activity or health- related holidays etc.
Similarly the increased desire for “leisure time” has resulted in increased
demand for convenience product and service such as microwave ovens, ready
meals and direct marketing service businesses such as telephone banking and
insurance.
Each culture contains “sub-cultures” – groups of people with shared values. Sub-
cultures can include nationalities, religions, racial groups, or group of people
sharing the same geographical location. Sometimes a sub-culture will create a
substantial and distinctive market segment of its own.
BUYER BEHAVIOUR – SOCIAL FACTORS:

Introduction: A customer’s buying behavior is also influenced by social factor,
such as the group to which the customer belongs and social status. In a group,
several individuals may interact to influence the purchase decision. The typical
roles in such a group decision can be summarized as follows:
Initiator: the people who first suggest or think the idea of buying a particular
product or service.
Influence: a person whose view or advice influences the buying decision.

Decider: the individual with the power and/or financial authority to make the
ultimate choice regarding which product to buy.
Buyer: The person who concludes the transaction.
User: The person (persons) who actually uses the product or service.
INDIVIDUAL FACTORS THAT SHAPE BUYER BEHAVIOUR PROCESS
HIGH INVOLVEMENT Extensive problem-solving (EPS)
LOW INVOLVEMENT Limited problem solving (LPS)
Reutilized response behavior (RRB)
The various purchase influence factors are as follows:

Personal
Social Age and life cycle stage Psychological
Cultural
Reference Motivation
Culture
Sub culture
Groups Occupation Perception Buyers
Family Learning
Social culture
Roles and status Economic situation Beliefs and attitudes
Life style
Personality & self concept
CULTURAL FACTORS
Cultural factors exert a broad and deep influence on consumer behavior.

The marketer needs to understand the role played by the buyer’s culture,
subculture, and social class.
Culture
The set of basic values, perceptions, wants, and behaviours learned by a

member of society from family and other important institutions,
Subculture
A group of people with shared value systems based on common life

experiences and situations.
Social classes
Relatively permanent and ordered divisions in society whose members

share similar values, interests, and behaviors.
SOCIAL FACTORS
A consumer’s behavior also is influenced by social factors, such as the

consumer’s small groups, family, and social roles and status.
Groups
Two or more people who interact or accomplish individual or mutual

goals.
Family
A family is a domestic group of people, or a number of domestic groups

linked through descent (demonstrated or stipulated) from blood relation,
marriage or adoption.
Roles and status
A person belongs to many groups- family, clubs, organisations. The

person’s position in each group can be defined in terms of both role and status.
PERSONAL FACTORS
A buyer’s decisions also are influenced by personal characteristics such as

the buyer’s age and life cycle stage, Occupation, economic situation, lifestyle,
and personality and self-concept.
Age and life-cycle stage
People change the goods and services they buy over their lifetimes. Tastes
and preferences changes as lift-cycle goes.
Personality and self-concept
A person’s distinguishing psychological characteristics that lead to

relatively consisting and lasting responses to his or her own environment.
PSYCHOLOGICAL FACTORS
A person’s buying choices are further influenced by four major

psychological factors: motivation, perception, learning, and attitudes.
Motivation
A need that is sufficiently pressing to direct the person to seek satisfaction

of the need.
Perception
The process by which people select, organize, and interpret information to

form a meaningful picture of the world.
Learning
Changes in an individual’s behavior arise from experience.
Beliefs and attitudes
A descriptive thought that a person holds about something is his/her

belief. A person’s consistently favorable or in favorable evaluations, feeling, and
tendencies toward and object or idea is attitude.
The common tools used to conduct data analysis range from simple cross
tabulations and segmentation analysis to more sophisticated statistical methods
such as multivariate and logistic regression discriminates analysis and cluster
analysis. In the last few years, optimization tools and machine learning
algorithms such as neural networks and genetic algorithms have also been used
to perform advanced data analysis.
The study of consumers helps firms and organizations improve their marketing
strategies by understanding issues such as
 The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products);
 The psychology of how the consumer is influenced by his or her
environment (e.g., culture, family, signs, media);
 The behavior of consumers while shopping or making other marketing
decisions;
Limitations in consumer knowledge or information processing abilities influence

decisions and marketing outcome;
How consumer motivation and decision strategies differ between products

that differ in their level of importance or interest that they entail for th consumer;
and How marketers can adapt and improve their marketing campaigns and
marketing strategies to more effectively reach the consumer.
Understanding these issues helps us adapt our strategies by taking the

consumer into consideration. For example, by understanding that a number of
different messages compete for our potential customers’ attention, we learn that
to be effective, advertisements must usually be repeated extensively. We also
learn that consumers will sometimes be persuaded more by logical arguments,
but at other times will be persuaded more by emotional or symbolic appeals. By
understanding the consumer, we will be able to make a more informed decision
as to which strategy to employ.
 Behavior occurs either for the individual, or in the context of a group
(e.g., friend’s influence what kinds of clothes a person wears) or an
organization (people on the job make decisions as to which products the
firm should use).
 Consumer behavior involves the use and disposal of products as well as
the study of how they are purchased. Product use is often of great interest
to the marketer, because this may influence how a product is best
positioned or how we can encourage increased consumption. Since many
environmental problems result from product disposal (e.g., motor oil
being sent into sewage systems to save the recycling fee, or garbage piling
up at landfills) this is also an area of interest.
 Consumer behavior involves services and ideas as well as tangible
products.
 The impact of consumer behavior on society is also of relevance.
 INDUSTRY PROFILE
 COMPANY PROFILE
INDUSTRY PROFILE
Retail industry largest industry, accounting for are 10% of the country’s
GDP and around 8% of the employment retail industry in India is at the cross
roads. It has emerged as one of the most dynamic and fast paced industry with
several players entering the market, but because of the heave initial investment
required breakeven is difficult to achieve and many of these players have not
tasted success so far.
However the future is promising; the market is growing, government

policies are becoming more favorable and emerging technologies are facilitating
operations. Retailing in India is gradually inching its way towards becoming the
next boom industry. The whole concept of shopping has altered in terms of
format and consumer buying behavior ushering in a revolution in shopping in
India.
SOMEKEY FACTORS
 RETAIL IS India’s largest industry accounting for over 10% of the

country’s GDP and around 8%of the employment.
 The market size of the Indian retail industry is about US $312 billion.
 Retailing in India is gradually inching its way towards becoming the next
boom industry.
 A large young working population with average age of 24 years
INDIA’S CONSUMPTION COSMO
During the past decade, private final consumption expenditure has been the key
driver of economic growth in India.
Growth
domestic
product
$973billion
Capital Formation $273 billion

Government spending $108 billion (11%)
Private final (29%)
(2922
consumption
Expenditure
$592billion (60%)
Consumption spending
Utility payments Fuel
transportation Electricity, $350 billion
water communication
Expenditure on medical &
education $242billion
The $ 350 billion consumption spending provides the single biggest business
opportunities in India and is divided into same key categories led by food,
fashion and home products
Fashion Fashion
Accessories 5.5% Accessories 5.5%
$225b $225b
Consumer
Durable 4%
$14b
Fashion
Accessories 5.5%
$225b Furniture 3.4%
Fashion $12b
Accessories 5.5%
$225b
Fashion
Accessories 5.5%
$225b Fashion
Accessories 5.5%
$225b
Fashion
Accessories 5.5% Fashion
$225b Accessories 5.5%
$225b
COMPANY PROFILE
SHAHI GARMENTS has been established in 2013 with an idea to create value for the textile
industries through low cost creative textile solutions in the areas of fashion. Within a short
span of two years the company now provides a full spectrum of garments in textiles including
men’s traditional wear including sherwanis, kurta payjama, indo - western, dhoti suit,
angarkhas, stoles, safas, mojdis etc.
Basic Information
Nature of Business Manufacturer
 Wholesaler
Additional Business  Supplier
Company CEO Akil
Legal Status of Firm Sole Proprietorship (Individual)
VISION:
Shahi Garments, shall leverage our design philosophy, implement action expertise to be:
 The Best-of-the-breed textile provider.

 A preferred partner consistently delivering high value through innovation.
 An enriching workplace for employees to excel through teamwork.
NEAR TERM GOAL:
 Improve product portfolio by adding best of the product for fashion.

 Create support infrastructure pan-India to provide support.
 Establish a retail network, physically and digitally.
COMMITTED TO:
 Delivering high quality services with consistency.

 Provide new fashion sand solutions at lowest cost.
 DATA ANALYSIS
 INTERPRETATIONS
CONSUMER BEHAVIOR QUESTIONAIRE
Q1. How do you come to know about Shahi Garments?
Promotion No. of Customers Percentage (%)

Advertisement 80 80
Colleagues references 12 12
Friends/Relatives references 4 4
Any other specify 4 4
Total 100 100
4%
4%
12%
Advertisement
Colleagues references
Friend/Relatives references
Any other
80%
IN
TERPRETATION:
From the above study 80% of respondents from Advertisement, 12% of

respondents from Colleagues and 4% of respondents from Friends/Relatives
Remaining 4% of respondents from others.
Q2. How frequently do you visit Shahi Garments?
Particulars No. of Customers Percentage (%)

Once in a week 30 30
Twice in a week 43 43
Once in every 15 days 15 15
Once in a month 12 12
Total 100 100
43%
45%
40%
35% 30%
30%
25%
20% 15%
12%
15% No. of respondents
10%
5%
0%
INTERPRETATION:
From the above study, 30% of respondents from once in a week, 43% of
respondents from twice in a week and 15% of respondents from every 15 days
Remaining 12% of respondents from every month.
Q3. What is the main purpose of Purchase?
Particulars No. of respondents Percentage (%)

Personal usage/consumption 71 71
To Gift 19 19
Any other pl. Specify 10 10
Total 100 100
No. of respondents
71%
80%
60%
40% 19%
10%
0%
Personal usage/consumption To Gift Any other
INTERPRETATION:
From the above table we can conclude that the major numbers of
respondents of 71% personal usage, 19% to gift and remaining 10% any other.
Q4. Which category of garments do you buy most at Shahi Garments?
Aspects No. of respondents Percentage

Western 25 25
Cotton 33 33
Traditional 14 14
Custom 18 18
Any other pl. Specify 10 10
Total 100 100
No. of respondents
35%
30%
25%
No. of respondents
20%
33%
15%
25%
10% 18%
14%
10%
5%
0%
Western Cotton Traditional Custom Any other pl. Specify
INTERPRETATION:
From the above study 25% of respondents from Western, 33% of

respondents from Cotton and 14% of from Traditional 18% of respondents from
custom and 10% others.
Q5. You prefer to go in Shahi Garments with?
particulars No. of respondents Percentage (%)

Family members 28 28
Spouse 13 13
Friends 55 55
Others 4 4
Total 100 100
No. of Customers
4% 28%
Family members
Spouse
Friends
Others
55%
13%
INTERPRETATION:
From the above study 28% of respondents from Family, 13% of

respondents from Spouse and 55% of respondents from Friends and remaining
4% are others.
Q6. Which garment store you like the most in the city?

Shahi Garments 72 72
Raymond 15 15
Spencer 12 12
Hyd central 1 1
Total 100 100
No. of respondents
1%
12%
Shahi Garments
15% Raymonds
City Central
Hyd Central
72%
INTERPRETATION:
From the survey it is observed the 72% of respondents for Shahi Garments,
15% of respondents for Raymond’s, 12% of respondents for Spencer’s and only
1% of respondents are hyd central.
Q7. What is the reason behind purchasing in Shahi Garments?
particulars No. of Respondents Percentage (%)

Good satisfaction over products 10 10
Reasonable prices 78 78
More offers 12 12
Any others 0 0
total 100 100
No. of respondents
80% 78%
70%
60%
50%
No. of respondents
40%
30%
20%
10%
10% 12%
0%
0%
Good satisfaction over products
More Offers
INTERPRETATION
From the study it is observed that 10% of respondents for Good

satisfaction over products, 78% of respondents for Reasonable prices, 12% of
respondents for more offers.
Q8. How do you rate the pricing of garments at Shahi Garments?
Particulars No. of Respondents Percentage (%)

Expensive 09 09
Competitive 21 21
Affordable 36 36
Reasonable 34 34
Total 100 100
No. of respondents
5%
11%
Expensive
Competitive
Affordable
Reasonable
19%
65%
INTERPRETATION:
From the above study 09% of respondents from Expensive, 21%

of respondents from Competitive and 36% of respondents from
Affordable 34% of respondents from Reasonable.
Q9. Why do you prefer to shop in Shahi Garments?
Particulars No. of respondents Percentage

Availability of adequate stock 16 16
Convenience of location and timing 21 21
Offers and discounts 36 36
Variety of products 27 27
Total 100 100
No. of respondents
40% 36%
35%
30% 27%
25% 21%
20% 16%
15%
10%
5%
No. of respondents
0%
INTERPRETATION:
From the above study 16% of respondents from Availability of adequate

stock, 21% of respondents from Convenience of location and timing, and 36%
of respondents from offers and discounts, 27% of respondents from variety of
products.
10. What more facility would you like to get at Shahi Garments?
facilities No. of respondents Percentage (%)

Membership card 18 18
Discount card 53 53
Free parking offers 9 9
Lucky draw 20 20
Total 100 100
No.of respondents
9%
27%
Membership card
Discount card
Free parking offers
Lucky draw
60%
5%
INTERPRETATION:
From the data specified, 18% of customers are interested in membership

card, whereas 9% are interested in parking offers, 20% are interested in lucky
draw but more than half are interested in discount card i.e.53% by this we can
say that most of the customers prefers to have discount cards at Shahi Garments.
Q11. How often do you ask for Assistance from store staff in selecting you
purchase?

Almost always 22 22
Frequently 30 30
Sometimes 40 40
Never 8 8
total 100 100
No. of respondents
40%
40%
35%
30%
30%
22%
25%
15%
10%
8%
5%
0%
Almost always
Frequently
Sometimes
Category 4
INTERPRETATION:
From the above data, we decide that 22% of the customers take
assistance from staff always, whereas 30% take help frequently, 40% have taken
assistance sometimes, and 8% will not depend on others. From the collected
data, we can say that the majority of the customers take assistance from the store
staff sometimes.
Q12. How is your overall experience in Shahi Garments?

Excellent 63 63
Good 27 27
Poor 10 10
Total 100 100
No. of respondents
70% 63%
60%
50%
40%
No. of respondents
30% 27%
20%
10%
10%
0%
Excellent
Good
Poor
INTERPRETATION:
From the above data, we decide that 63%of the customers overall experience in
Shahi Garments is excellent, 27% of the customers overall experience is Good
and only 10% of customers overall experience is poor. From this we can decide
that, the overall customer satisfaction level is good
Q13. Would you visit Shahi Garments again?

Sure 85 85
May be 12 12
Never 3 3
Total 100 100
No. of respondents
15%
Sure
May be
Never
85%
INTERPRETATION:
respondents 85% of the respondents say sure, 12% of the respondents say May
be, 3% of the respondents say Never.
Q14. Do you suggest any one to shop at Shahi Garments?

Yes 85 85
No 15 15
Total 100 100
85
90
80
70
60 yes
50 No
40
30 15
20
10
0
suggest any one to shop at big bazaar
INTERPRETATION:
respondents Yes, 85%, which comprises of 15% of the No.
Q15. How do you suggest to Shahi Garments Management to making

present Shahi Garment store more attractive?

To maintain quality products 45 45
Reasonable prices 25 25
Giving more offers and discounts 25 25
convenience 5 5
Total 100 100
No. of respondents
5%
25%
45% To maintain quality products

Reasonable prices
Giving more offers and discounts
Convenience
25%
INTERPRETATION:
From the study it is observed that 45% of respondents for To maintain

quality products, 25% of respondents Reasonable Prices, 10% of respondents in
Every month, 25% of respondents for Giving more of offers and discounts, 5%
respondents for convenience.
Q17. Mention your satisfaction level for following elements
1. Highly satisfied
2. Satisfied
3. Neither satisfied nor dissatisfied
4. Dissatisfied
5. Highly dissatisfied
Elements 1 2 3 4
1. Location ( ) ( ) ( ) ( )
2. Operating time ( ) ( ) ( ) ( )
3. Parking facility ( ) ( ) ( ) ( )
4. Cleanliness of store ( ) ( ) ( ) ( )
5. Spacious shop floor ( ) ( ) ( ) ( )
6. Easy to locate product ( ) ( ) ( ) ( )
7. Quality product ( ) ( ) ( ) ( )
8. promotion offers ( ) ( ) ( ) ( )
9. price for the product ( ) ( ) ( ) ( )
10.staff helpfulness ( ) ( ) ( ) ( )
11.flexibility in payment
Mode ( ) ( ) ( ) ( )
12.return of value for
Money ( ) ( ) ( ) ( )
1. LOCATION:
Satisfaction level No. of respondents Percentage (%)
Highly satisfied 25 25
Satisfied 10 10
Neither satisfied nor dissatisfied 60 60
Dissatisfied 5 5
Highly dissatisfied 0 0
Total 100 100
Satisfaction level based on Location
5
25
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Satisfied
Highly dissatisfied
10
60
INTERPRETATION:
From the above data, we decide that 25% of the customers satisfaction
level is highly satisfied on the basis of location of Shahi Garments store, 10% of
the customers satisfaction level is satisfied on the basis of location of Shahi
Garments, 60% of the customers satisfaction level is neither satisfied nor
dissatisfied, 5% of the customers satisfaction level is dissatisfied and in the
customers no one’s satisfaction level is highly dissatisfied.
2. OPERATING TIME:
Satisfaction level No. of customers Percentage (%)
Satisfied 50 50
Dissatisfied 10 10
100 100
Satisfaction level based on Operating time
10% 3% 10%
Highly satisfied
Satisfied
27% Dissatisfied
Highly dissatisfied
50%
INTERPRETATION:
From the data above specified, 10% of customers are highly satisfied,
50% of the customers are satisfied, 27% of the customers are neither satisfied
nor dissatisfied, 10% of the customers are dissatisfied, 3% of the customers are
highly dissatisfied on the basis of operating time.
3. PARKING FACILITY:
Satisfied 56 56
Dissatisfied 7 7
100 100
Satisfaction level based on Parking facility
60% 56%
50%
40%
30%
30%
20%
10% 6% 7% Satisfaction level based on Parking
1% facility
0%
INTERPRETATION:
56% of the customers are satisfied, 6% of the customers are neither satisfied nor
dissatisfied, 7% of the customers are dissatisfied, 1% of the customers are highly
dissatisfied on the basis of parking facility.
4. CLEANLINESS OF STORE:
Satisfied 22 22
Dissatisfied 12 12
100 100
Satisfaction level based on Cleanness of store
40%
35%
30%
25%
20% 36% 32%
15% 22%
10% 12% Satisfaction level based on
0% Cleanness of store
5%
0%
INTERPRETATION:
highly dissatisfied on the basis of Cleanness of store.
5. SPACIOUS SHOP FLOOR:

Satisfied 25 25
Dissatisfied 20 20
100 100
Satisfaction level based on Spacious shop floor
40%
40%
35% 25%
30% 20%
25%
20%
9%
15% 6%
10% Satisfaction level based on
5% Spacious shop floor
0%
INTERPRETATION:
From the data above specified, 9% of customers are highly satisfied, 25%
of the customers are satisfied, 40% of the customers are neither satisfied nor
dissatisfied , 20% of the customers are dissatisfied , 6% of the customers are
highly dissatisfied on the basis of Spacious shop floor.
6. EASY TO LOCATE PRODUCT:

Satisfied 8 8
Dissatisfied 9 9
100 100
Satisfaction level based on Easy to locate product
9%
3%
8% Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied
80%
INTERPRETATION:
dissatisfied , 9% of the customers are dissatisfied , 0% of the customers are
highly dissatisfied on the basis of Easy to locate the product.
7. QUALITY OF PRODUCTS:
Satisfied 80 80
Dissatisfied 8 8
100 100
Satisfaction level based on quality of products
80%
80%
70%
60%
50%
40%
30%
20% 10% 8% Satisfaction level based on quality
2% 0% of products
10%
0%
INTERPRETATION:
dissatisfied on the basis of Quality of products.
8. PROMOTION OFFERS;
Satisfied 60 60
Dissatisfied 2 2
100 100
Satisfaction level based on Promotion ofers
60%
60%
50%
40%
30% 20% 18%
20%
Satisfaction level based on
10% 2% 0% Promotion ofers
0%
INTERPRETATION:
highly dissatisfied on the basis of Promotion Offers.
9. PRICE OF THE PRODUCT:

Satisfied 90 90
Dissatisfied 0 0
100 100
Satisfaction level based on Price of the product
90%
90%
80%
70%
60%
50%
40%
30%
20% 4% Satisfaction level based on Price of
3% 0% 3% the product
10%
0%
INTERPRETATION:
dissatisfied on the basis of Price of the product.
10. STAFF HELPFULNESS:

Satisfied 8 8
Dissatisfied 12 12
100 100
Satisfaction level based on Staff helpfullness
3%
12%
Highly satisfied
Satisfied
Dissatisfied
52% Highly Dissatisfied
25%
8%
INTERPRETATION:
dissatisfied, 12% of the customers are dissatisfied, 3% of the customers are
highly dissatisfied on the basis of staff helpfulness.
11. FLEXIBILITY IN PAYMENT MODE:

Satisfied 80 80
Dissatisfied 3 3
100 100
Satisfaction level based on Flexibility in payment mode
7% 3% 10%
Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied
80%
INTERPRETATION:
80% of the customers are satisfied, 7% of the customers are neither satisfied nor
dissatisfied on the basis of Flexibility in Payment mode.
12. RETURN OF VALUE FOR MONEY:

Satisfied 60 60
Dissatisfied 0 0
100 100
Satisfaction level based on Return of value of money
5%
35%
Highly satisfied
Satisfied
Dissatisfied
Highly Dissatisfied
60%
INTERPRETATION:
dissatisfied on the basis of Return of Value for Money.
 FINDINGS
 SUGGESTIONS
From the responses of 100 customers the findings can be listed as:
 As per the findings, all are having the awareness of Shahi Garments. We
can say that Shahi Garments have good place in the minds of the
customers.
 As per the findings 60% of male customers come to Shahi Garments for
shopping.
 The customers who were mainly age group of 26- 40 years are shopping
at Shahi Garments.
 It has been found that the Majority of the Respondents come to know
about the Shahi Garments through Friends/Relatives References and
Advertisements only. So we can say that the word of mouth and
advertisements are plays a very important role when customers shopping
at Shahi Garments.
 As per findings, Majority of the Respondents are Shahi Garments twice in
a week. By this, we can say that most of the customers are coming to
Shahi Garments regularly.
 As per findings, Majority of the Respondents are purchasing for the
Purpose of Personal use/consumption only.
 As per findings, Majority of the respondents are interested to shopping at
Clothes.
 Most of customers are prefer to come to Shahi Garments with friends, and
customers are motivates by them at purchase.
 Majority of the respondents are interested to visit Shahi Garments when
compare to other garment stores.
 As per the findings, majority of the customers choose the Shahi Garments
for availability of products as well as reasonable prices.
 Majority of the customers are rate for affordable pricing in Shahi
Garments.
 As per findings, most of the customers prefer to shop in Shahi Garments
for offers & discounts.
 As per findings, most of the respondents are taking assistance from the
store staff during purchase period. We can say that customers take
assistance from store staff when they shopping in Shahi Garments.
 As per the findings, majority of the customers are satisfied with the value
of their money provided by Shahi Garments.
 As per findings, overall experience of the respondents is found to be
Excellence as started by 12% of the Respondents, and Good by 60% of
the Respondents, Very few rated as poor.
 As per findings, most of the customer’s opinion is to revisit the Shahi
Garments.
 As per findings, Majority of the Respondents are recommended to others
for shopping in Shahi Garments.
 As per findings, as much as 45% of the Respondents to suggest the Shahi
Garments to maintain good quality in products.
RECOMMENDATIONS
An attempt has been made to suggest to the Shahi Garments a few measures.
These suggestions have been made within the preview of the data available.
1) The company must go for some more promotional activities rather than
advertisement, hoarding and newspapers.
2) The company has to conduct the periodical meetings with customers and
take their valuable suggestions.
3) The company may adopt policy of discounts cards and gifts to customers
while purchasing the products.
4) Innovative efforts must be launched to improve the position through better

marketing strategies.
5) Innovative packaging can give a company an advantage over competitors.
6) The store staff should be trained adequately so as to “convince” the

Potential buyers, because his performance on jobs has great impact on sale
of a product.
7) Most of the customers belongs to age group of 17-40 years. So, company
has to concentrate more on those people to enhance the sales.
 QUESTIONNAIRE
 BIBLIOGRAPHY
QUESTIONNAIRE
(The information furnished by the respondent is strictly for Academic purpose only)
Dear Respondent, as a part of research, a survey is taken up to study the

Consumer Behavior towards the Shahi Garments. Kindly provide the following
information.
Name: Location:
Age: Occupation:
Gender M/F: Education;
Income for month:
Q1) How did you come to know about Shahi garments?
a) Advertisement
b) Colleagues references
c) Friends/relatives references
d) Any other specify
Q2) How frequently do you visit Shahi Garments?
a) Once in a week
b) Twice in a week
c) Once in every 15 days
d) Once in a month
Q3) What is the main purpose of purchase?
a) Personal Usage / consumption

b) To Gift
c) Any other pl. Specify
Q4) Which category of Garments do you buy most at Shahi Garments?
a) Western
b) Cotton
c) Traditional
d) Any other pl. Specify
Q5) You prefer to go in Shahi Garments with
a) Family members
b) Spouse
c) Friends
d) Others
Q6) Which mall you like the most in the city
a) Shahi Garments
b) Raymond
c) Spencer
d) Hyd central
Q7) What is the reason behind purchasing in Shahi Garments?
a) Good satisfaction over products

b) Reasonable prices
c) More offers
d) Any others
Q8) How do you rate the pricing of products at Shahi Garments?
a) Expensive
b) Competitive
c) Affordable
d) Reasonable
Q9) Why do you prefer to shop in Shahi Garments?
a) Availability of adequate stock

b) Convenience of location and timing
c) Offers and discounts
d) Variety of products
Q10) What more facility would you like to get at Shahi Garments?
a) Membership Card
b) Discount Card
c) Free packing Offers
d) Lucky draw Offer
Q11) How often do you ask for Assistance from store staff in selecting your
Purchase?
a) Almost Always
b) Frequently
c) Sometimes
d) Never
Q12) How is your overall experience in Shahi Garments?
a) Excellent
b) Good
c) Poor
Q13) Would you visit Shahi Garments again?
a) Sure
b) May be
c) Never
Q14) Do you suggest any one to shop at Shahi Garments?
a) Yes
b) No
Q15) How, do you suggest to Shahi Garments management to making present

Shahi Garments to more attractive?
a) To maintain quality products

b) Reasonable prices
c) Giving more offers and discounts
d) Convenience
Q16) Please give your valuable suggestions regarding Shahi Garments over all
functioning_________________________________________________
Mention your satisfaction level for following elements
1) Highly satisfied
2) Satisfied
3) Neither satisfied nor dissatisfied
4) Dissatisfied
Elements 1 2 3 4
1. Location ( ) ( ) ( ) ( )
2. Operating time ( ) ( ) ( ) ( )
3. Parking facility ( ) ( ) ( ) ( )
4. Cleanness of store ( ) ( ) ( ) (
5. Spacious shop floor ( ) ( ) ( ) ( )
6. Easy to locate product ( ) ( ) ( ) ( )
7. Quality product ( ) ( ) ( ) ( )
8. promotion offers ( ) ( ) ( ) ( )
9. price for the product ( ) ( ) ( ) ( )
10.staff helpfulness ( ) ( ) ( ) ( )
11.flexibility in payment
mode ( ) ( ) ( ) ( )
12.return of value for
money ( ) ( ) ( ) ( )
Thank you
BIBLIOGRAPHY
Text Books
Consumer Behavior: Albert J. Dells Bittas
Consumer Behavior: David L. Loudon
Principles of Marketing: Philip Kotler
Marketing Management: Philip Kotler

Websites:
www.consumerbehavior.com

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Consumer Behaviour Muskan

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AMITY GLOBAL BUSINESS SCHOOL

SUMMER INTERNSHIP REPORT ON

Analyzing consumer behavior of Shahi garments

ENROLLMENT NO- A30201918040

UNDER THE GUIDANCE OF

DR. SONA RAGHUVANSHI

Place: MUMBAI (Muskan Sayyed)

Name of the guide Signature of the Guide

Dr. Sona Raghuvanshi

I express my sincere thanks to Professor Pankaj Shukla, Principal, AGBS MUMBAI

Research is done to gain familiarity with a phenomenon event / product / service or to

In short customer perception research is the objective and formal process of

CHAPTER 1  NEED & IMPORTANCE

CHAPTER 2  REVIEWOF LITERATURE 23 – 31

CHAPTER 3  INDUSTRY PROFILE 33 – 47

CHAPTER 4  DATA ANALYSIS & 49 – 76

As quoted by P.P.Drucker “Marketing is so basic that it cannot be considered a separate

INTRODUTION TO CONSUMER BEHAVIOR:

Consumer behavior is helpful in understanding the purchase Behavior and preferences

A MODEL OF CONSUMER BEHAVIOUR:

A consumer decisions to purchase a particular product of service is the result of

Marketin Other stimuli

Product Economic MODEL OF CONSUMER BEHAVIOUR

FACTORS INFLUENCING CONSUMER BEHAVIOR

Personal Factors: A consumer decision also influenced by personal characteristics

Perception: Perception is defined as “the process by which an individual selects, organizes,

In this competitive market the level of consumer satisfaction decides the

OBJECTIVES OF THE STUDY:

The main objective is to determine the current consumer behavior levels of

 To study and analyze consumer shopping behavior towards Shahi

 To assess the behavior level of different type of customers shopping at

 To identify effective advertising sources which are influencing customer

The survey technique is intended to secure one or more items of

REASONS FOR WIDE USE OF THIS METHOD:

 It can secure both quantitative and qualitative information directly from

According to D. Slessinger and M. Stephenson in the Encyclopedia of

Exploratory research studies are also termed as formulate research studies.

Diagnostic Research studies determine the frequency with something

In this project, information pertaining to customer needs satisfaction and

Following are few ways in the data was collected:

1. Questionnaires: It is the set of questions on a sheet of paper was being

2. Direct interviewing: Direct interviewing involved the process where I asked

The secondary sources helpful for the study were

1) Text books like marketing management research methodology

SCOPE OF THE STUDY

Shahi Garments has two branches in Mumbai. My scope is limitation to

 As this survey was restricted to Mumbai this cannot be stated as an in

 Enough care is taken in formulating the questionnaire, still some errors

 The project is based on the interview methodology by a sutured

REVIEW OF LITARATURE/CONSUMER BEHAVIOUR:

What is consumer behavior?

Activities people involved in when selecting, purchasing, and using

SOURCES OF INFLUENNCE OF THE CONSUMER:

The consumer faces numerous of influence. Often, we take cultural

DECISION-MAKING INVOLVE SEVERAL STEPS

4. Purchase decision 3. Evaluation of alternatives

A customer can obtain information from several sources:

Personal sources: family, friends, neighbors etc.

Commercial sources: advertising, sales forces retailers, dealers,

Packaging, point-of sale displays.

Public sources: newspapers, radio, television, consumer organizations,

Experimental sources: handling, examining, using the product

Internal search: Scan memory.

External search: shopping, personal sources, public media,