Customer satisfaction towards Orion clothing

CUSTOMER SATISFACTION TOWARDS
ORION CLOTHING
In partial fulfilment of the requirements for the award of Honors Degree of
FIVE YEAR INTEGRATED BBA LLB (2015-2020 Admission)
Undertaken by
Amith K S
(REG NO: LKAPLBA011)
Under the Guidance of

Mr. Subith
(Management Faculty In-charge)
GOVERNMENT LAW COLLEGE KOZHIKODE

(2018-19)
SATISFACTION OF CUSTOMERS 1
DECLARATION
I, AMITH K S, hereby declare that the project entitled CUSTOMER SATISFACTION, submitted
to the Calicut University under the guidance of Mr. SUBITH, Management Faculty in-charge, in partial
fulfilment of the requirements for the Degree of Bachelor of Business Administration is my original work
and the project has not formed the basis for the award of any degree, diploma, associate ship fellowship or
similar other titles. It has not been submitted to any other university or institution for the award of any
degree or diploma.
AMITH K S
8TH Semester BBA. LL. B (HONS.)
GOVERNMENT LAW COLLEGE, KOZHIKODE.
Place: …………………………
Date: ………………………….
PREFACE
As far as retail industry is concerned, due to global developments and lifestyle changes, the retail sector
business models and strategies have changed now. A unique and holistic assessment of the benefits and
challenges by experiential innovation is vital for successful retaining of the existing customers. And beyond
this level of customer satisfaction leads to customer delight. It is very difficult to fulfil the customer’s
expectations. Hence every organisation wants to delight the customer in order to retain them. Thus,
customer retention is directly influenced by customer satisfaction. This project aims to explore level of
satisfaction towards the products of ORION CLOTHING.
In this project I have studied CUSTOMER SATISFACTION TOWARDS ORION CLOTHING,

PALAKKAD and attempted to provide some ways as to make sales promotion more effective.
I am privileged to be one of the students who got an opportunity to do my project with ORION
CLOTHING, PALAKKAD. My involvement in the project has been very challenging and has provided
me a platform to leverage my potential in the most constructive way.
ACKNOWLEDGEMENT
I express my sincere thanks to ORION CLOTHING, PALAKKAD, for providing me an

opportunity and resources to work on this project.
I express my sincere thanks to Dr. V R JAYADEVAN, Principal, Government Law

College, Kozhikode for his valuable helps and motivation. I express my sincere thanks to my project
guide, Mr. SUBITH, Management faculty in-charge for guiding me right from the inception till the
successful completion of the project. I sincerely acknowledge him for extending his valuable guidance,
support for literature, critical review of project and the report and above all the moral support he had
provided me at all stages of this project.
I express my sincere thanks to all staff of ORION CLOTHING, PALAKKAD, for their
support in completing this project on time.
My thanks are due to all those who have directly or indirectly helped me in preparing this
project report. However, I accept the sole responsibility for any possible error of omission. I am also
extremely indebted to all management faculties and Library staff of Government Law College, Kozhikode
for their help.
EXECUTIVE SUMMARY
The main objective of this dissertation report is to study the “CUSTOMER
SATISFACTION TOWARDS ORION CLOTHING” with reference to Palakkad District and
neighbouring districts. The sampling technique used for this is convenient sampling. The sample size taken
is 100 and the information is collected through questionnaire consisting of 15 questions. The respondents
are the customers of ROY WATSON’s fashion wear of Palakkad District and neighbouring districts.
The collected primary data through questionnaire has been further tabulated & represented
through pie-chart. At the end of this project, these data are interpreted & concluded.
TABLE OF CONTENTS
Sl. No CONTENTS Page. No
CHAPTER I
1 INTRODUCTION 9
2 STATEMENT OF THE PROBLEM 11
3 NEED FOR THE STUDY 11
4 OBJECTIVES OF THE STUDY 11
5 SCOPE OF THE STUDY 12
6 LIMITATIONS OF THE STUDY 12
CHAPTER II
7 INDUSTRIAL PROFILE 14
CHAPTER III
8 COMPANY PROFILE 21
CHAPTER IV
9 RESEARCH METHODOLOGY 25
CHAPTER V
10 REVIEW OF THE LITERATURE 28
CHAPTER VI
11 DATA ANALYSIS & INTERPRETATION 35
CHAPTER VII
12 FINDINGS AND SUGGESTIONS 50
CHAPTER VIII
13 CONCLUSION 53
CHAPTER XI
14 BIBLIOGRAPHY 55
CHAPTER X
15 ANNEXURE 57
INTRODUCTION
Customer satisfaction is defined as "the number of customers, or percentage of total customers,

whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction
goals.” It is seen as a key performance indicator within business and is often part of a Balanced Scorecard.
In a competitive marketplace where businesses compete for customers, customer satisfaction is

seen as a key differentiator and increasingly has become a key element of business strategy. "Within
organizations, customer satisfaction ratings can have powerful effects. They focus employees on the
importance of fulfilling customers' expectations. Furthermore, when these ratings dip, they warn of
problems that can affect sales and profitability. These metrics quantify an important dynamic.
FACTORS AFFECTING CUSTOMER SATISFACTION
Customer satisfaction is the overall impression of customer about the supplier and the products
and services delivered by the supplier. Following are the important factors that could affect customer
satisfaction:
➢ Department wise capability of the supplier.

➢ Technological and engineering or re-engineering aspects of products and services.
➢ Type and quality of response provided by the supplier.
➢ Supplier’s capability to commit on deadlines and how efficiently they are met.
➢ Customer service provided by the supplier.
➢ Complaint management.
➢ Cost, quality, performance and efficiency of the product.
➢ Supplier’s personal facets like etiquettes and friendliness.
➢ Supplier’s ability to manage whole customer life cycle.
➢ Compatible and hassle-free functions and operations.
PROCESS TO ACHIEVE DESIRED CUTOMER SATISFACTION
There are variety of methods to achieve satisfy customers of various kinds through products or
services and most of those methods include these steps in that process.
▪ Step 1 - Understanding Customer Expectations

➢ We must know what our customers expect from us. We must work with our customers to
precisely learn their expectations.
➢ Customer Expectations differ by region.
▪ Step 2 - Promises to Customers

➢ Set promises that can be kept.
➢ Aim to exceed expectations rather than to meet them.
➢ Delight customers by surprising them (Surprise is something not promised yet delivered).
▪ Step 3 - Execution
➢ Products and Services are provided to customers.
➢ Customers had certain expectations before products/services were delivered.
➢ Depending if these expectations were met, not met, or exceeded customer experiences
certain level of “Customer Satisfaction”.
➢ Occasionally there are problems with products/services provided.
➢ A problem can be fixed during the initial call or a visit (first contact resolution), or a ticket
is opened.
➢ Tickets are worked on. Customer problems are eventually solved.
➢ Depending on how the Problem Resolution is handled customer experiences certain level
of “Customer Satisfaction”.
▪ Step 4 - Customer Satisfaction Surveys

➢ Customer Satisfaction Surveys.
➢ Event Driven Surveys.
➢ Internal Indicators of Customer Satisfaction.
➢ Tickets Resolved Within Objectives.
➢ Tickets Overdue.
➢ Resolve Time.
➢ Response Time.
When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both
free and highly effective. And, customer satisfaction can be seen as a means of achieving business goals as
well as being a source of sustainable competitive advantage. Therefore, it is essential for businesses to
effectively manage customer satisfaction. To be able do this, firms need reliable and representative
measures of satisfaction. However, the importance of customer satisfaction diminishes when a firm has
increased bargaining power.
STATEMENT OF PROBLEM
Customers are the king for an organization which manufacture and sell goods and so satisfaction
of the customers is one of the most important factor for the growth of the organization in the competitive
market. This study aims at measuring the satisfaction of the customers of ORION CLOTHING
NEED FOR STUDY
Knowing the level of satisfaction of the customers helps the organization to improve their
products as to increase the satisfaction level understanding and rectifying the existing defects experienced
by the customers. And when a customer is satisfied of his purchase, it may result in receiving some mouth
publicity which shall create a demand for the goods.
OBJECTIVES OF THE STUDY
Following are the objectives of the study. The objectives of the study can be divided into
Primary and Secondary.
PRIMARY OBJECTIVE
➢ To evaluate the satisfaction of customers.
SECONDARY OBJECTIVE
➢ To identify key attraction of the products.
➢ To identify the needs and wants of the customers
➢ To help improve the satisfaction level of customers

SCOPE OF THE STUDY
This study is aimed to analyze the customer satisfaction towards Orion Clothing. Whether the
customers feel the products are good enough for its price. This study would help to find whether the
customers are satisfied enough to stay as customers of the organization.
LIMITATIONS OF THE STUDY
➢ The project relied mainly on the primary data.
➢ The study is based on limited sample.
➢ It being my first attempt to undertake such a study, thus inexperience is also an

obstacle to accomplish the project in a proper way.
➢ The main limitation was time.
➢ The data is collected from the consumer is qualitative in nature, i.e. views, opinions
and perceptions. These factors may be changed from time to time.
INDUSTRY PROFILE
India’s textiles sector is one of the oldest industries in Indian economy dating back several
centuries. India's overall textile exports during FY 2017-18 stood at US$ 39.2 billion in FY18 and is
expected to increase to US$ 82.00 billion by 2021 from US$ 31.65 billion in Financial Year 2019.
The Indian textiles industry is extremely varied, with the hand-spun and hand-woven textiles
sectors at one end of the spectrum, while the capital-intensive sophisticated mills sector at the other end of
the spectrum. The decentralised power looms/ hosiery and knitting sector form the largest component of
the textiles sector. The close linkage of the textile industry to agriculture (for raw materials such as cotton)
and the ancient culture and traditions of the country in terms of textiles make the Indian textiles sector
unique in comparison to the industries of other countries. The Indian textile industry has the capacity to
produce a wide variety of products suitable to different market segments, both within India and across the
world.
Market Size
The Indian textiles industry, currently estimated at around US$ 150 billion, is expected to reach
US$ 250 billion by 2019. India’s textiles industry contributed seven per cent of the industry output (in value
terms) of India in 2017-18. It contributed two per cent to the GDP of India and employs more than 45
million people in 2017-18. The sector contributed 15 per cent to the export earnings of India in 2017-18.
The production of raw cotton in India is estimated to have reached 36.1 million bales in
Financial Year 2019.
Investment
The textiles sector has witnessed a spurt in investment during the last five years. The industry
(including dyed and printed) attracted Foreign Direct Investment (FDI) worth US$ 3.09 billion during April
2000 to December 2018.
Some of the major investments in the Indian textiles industry are as follows:
➢ In May 2018, textiles sector recorded investments worth Rs 27,000 crore (US$ 4.19 billion)
since June 2017.
➢ The Government of India announced a Special Package to boost exports by US$ 31 billion,
create one crore job opportunities and attract investments worth Rs 800.00 billion (US$ 11.93
billion) during 2018-2020. As of August 2018, it generated additional investments worth Rs
253.45 billion (US$ 3.78 billion) and exports worth Rs 57.28 billion (US$ 854.42 million).
Government Initiatives
The Indian government has come up with a number of export promotion policies for the textiles
sector. It has also allowed 100 per cent FDI in the Indian textiles sector under the automatic route.
Initiatives taken by Government of India are:
➢ The Directorate General of Foreign Trade (DGFT) has revised rates for incentives under the
Merchandise Exports from India Scheme (MEIS) for two subsectors of Textiles Industry -
Readymade garments and Made ups - from 2 percent to 4 percent.
➢ As of August 2018, the Government of India has increased the basic custom duty to 20 per cent
from 10 per cent on 501 textile products, to boost Make in India and indigenous production.
➢ The Government of India announced a Special Package to boost exports by US$ 31 billion,
create one crore job opportunity and attract investments worth Rs 80,000 crore (US$ 11.93
billion) during 2018-2020. As of August 2018, it generated additional investments worth Rs
25,345 crore (US$ 3.78 billion) and exports worth Rs 57.28 billion (US$ 854.42 million).
➢ The Government of India has taken several measures including Amended Technology Up-
gradation Fund Scheme (A-TUFS), scheme is estimated to create employment for 35 lakh
people and enable investments worth Rs 95,000 crore (US$ 14.17 billion) by 2022.
➢ Integrated Wool Development Programme (IWDP) approved by Government of India to

provide support to the wool sector starting from wool rearing to end consumer which aims to
enhance the quality and increase the production during 2017-18 and 2019-20.
➢ The Cabinet Committee on Economic Affairs (CCEA), Government of India has approved a
new skill development scheme named 'Scheme for Capacity Building in Textile Sector
(SCBTS)' with an outlay of Rs 1,300 crore (US$ 202.9 million) from 2017-18 to 2019-20.
HISTORY
ORIGIN
Scientifically saying textile originated about a million years ago when due to various physical
and biological changes man lost his body hair and soon felt the effect of climatic changes thus used the
animal skin to cover his body. According to some Christian mythology when eve bit into the proverbial
apple, she became conscious of her nudity and even more than of Adam. They must have covered their
bodies with some handy materials like leaves. Thus, we can say that when Eve bit into the apple. - “Textile
was born”.
TEXTILE INDUSTRY IN INDIA
For hundreds of years the textile from India have travelled the globe, clothing the world from
kings and queens to the common man. They have included the most exclusive and expensive fabrics as well
as the common clothes used for daily wears. In ancient era (around 3000 BC) clothing soon ceased to be a
mere matter necessity and became a symbol of comfort, luxury and status. Leather was the first textile
material and not cotton or wool and tanning was the first textile process invented by man. From tanning of
leather to the art of spinning and weaving it must have taken thousands of years. Wool was probably spun
into yarn before cotton because spinning of cotton involves a knowledge or ability to gather the fibres as
well as knowledge of ginning. But sheep skin was natural clothing of nomadic man and spinning of sheep’s
wool was logically the next stage. Excavations at Mohanjo - Daro (about 3000 BC) have unearthed bits of
cotton cloth and twine. The fibres of these bits of cloth belong to the same botanical species as some of the
wild cotton found in many parts of India. From those ancient days India has been a manufacturing nation
and exporter of fine cotton fabrics to all nations of civilized world. From the time of Greeks and Romans
they were exported to Europe. While wool provided warmth, cotton provided delicacy and smoothness of
texture and was therefore highly prized by upper class, especially women who seems to wear the thinnest
of garments in coldest of evenings.
India has been well known for her textile goods since very ancient times. The traditional textile
industry of India was virtually decayed during the colonial regime. However, the modern textile industry
took birth in India in the early nineteenth century when the first textile mill in the country was established
at fort gloster near Calcutta in 1818. The cotton textile industry, however, made its real beginning in
Bombay, in 1850s. The first cotton textile mill of Bombay was established in 1854 by a Parsi cotton
merchant then engaged in overseas and internal trade. Indeed, the vast majority of the early mills were the
handiwork of Parsi merchants engaged in yarn and cloth trade at home and Chinese and African markets.
The first cotton mill in Ahmedabad, which was eventually to emerge as a rival centre to
Bombay, was established in 1861. The spread of the textile industry to Ahmedabad was largely due to the
Gujarati trading class.
The cotton textile industry made rapid progress in the second half of the nineteenth century and
by the end of the century there were 178 cotton textile mills; but during the year 1900 the cotton textile
industry was in bad state due to the great famine and a number of mills of Bombay and Ahmedabad were
to be closed down for long periods.
EFFECTS OF THE FIRST WORLD WAR
Around in 1908 the industry was striving hard to cop up with the recession in the economy.
Then the First World War came with its dramatic effect on Indian industrial situation. Most of the Indian
textile industries were still young and incapable of meeting foreign competition. The government had all
alone perused a policy of laissez -fair which was unquestionably prejudicial to the Indian industries as it
could offer no protection against the challenge of imports. The war drastically reduced imports of industrial
goods from abroad. Thus, demand for Indian textiles picked up and the industry gained in strength. The
textile industry was a beneficiary of this new situation. Though there was some shock and panic when the
war broke - out, within a year, the fortunes of the industry showed an upward trend. There was a great spurt
in demand, wages remained almost constant. Beginning with the year 1916 the industry enjoyed an unmixed
prosperity and made unprecedented profits.
The decision of the government to increase import duties under financial compulsion helped
the cotton mills to consolidate themselves still further. The benefits of the First World War to the textile
industry were far more enduring then many during the bloody years would have thought. The war left the
textile industry up a strong enough position to withstand the effect of the resumption of imports from
England after the cessation of hostilities. Also, the sceptre of Japanese competition has little adverse impact
on the fortunes of the industry. Exploiting the gap between the supplies and demand, Japan had stepped up
its exports to textile goods to India during the war. For a variety of reason Japan enjoyed a competitive
advantage in Indian markets and demand for its goods rose successfully after the cessation of hostilities.
And yet the combined English - Japanese commercial tie-up did not affect the prosperity of the Indian mills
adversely. In fact, the years immediate after the was witnessed an unprecedented boom during which textile
manufactures earned fabulous profits. Along with other things, the favourable rate of exchange had
prompted many key plays in this industry to place large orders for foreign machines. Never before was the
value of Indian rupees in terms of starlings as high as it was in the early part of 1920. Before and during
the war years the exchange rate had fluctuated between 1 sterling to 1.5 sterling to a rupee, but in November
1919 it suddenly registered a steep rise because of decline in the world supply of silver. In the subsequent
months it reached to the level of 2 sterling to a rupee. Under these conditions the prospects for Indian
importers looked bright indeed.
The post war boom conditions did not last beyond 1922. Manchester’s re-entry into the Indian
markets and Japanese commercial invasion of the country stank the home market, a series of political
troubles and development of indigenous industries in China drastically cut off a major foreign market for
Indian cotton yarn. These factors depressed the prices of Indian textile goods. To add to the woes of the
Indian producer, the cost of production showed an upward trend in 1923, owing to among other things was
high cost of raw material followed by a crop failure in the United States that year. The impact on weaving
mills was far less as maximum of the yarn produced was consumed by themselves for producing cloth.
SWADESHI MOVEMENT
The wave of “Swadeshi” movement which swept the nation in 1930-31 served to proper up the
sagging morale of the Indian industrialists. This new movement left much greater and more enduring impact
on the county than its earliest counterpart. For while the effect of the earlier swadeshi movement was
confined to the urban centres alone, the message of the new wave reached the rural masses as well. The
organizers of the boycott of foreign goods appealed to the textile mill owners not to use imported yarn. On
the part of masses there was an increase awareness of the benefits of using home made products - a factor
which could not fail to influence the demand situation of textiles. The situation in the beginning of the
1930s thus was a combination of factorable as well as unfavourable factor for the textile industry. Many
industrialists like Kasturbhai, Lalbhai looked upon the 1930s as the years of opportunity and not of crisis.
If the prices of the mill products were low, so was the cost of machinery. Thus, the savings in installing
new equipments could partially offset low returns. Moreover, overhauling the machinery could lay the
foundation for future prosperity, when economy would take a more favourable expansion. The only way to
drive off foreign goods from Indian markets was to produce them at home and there was no better moment
to intensify the drive than the beginning of the 1930s, when middle class, the traditional uses of such good
was willing to accept such indigenous production in preference of foreign goods.
Indian Textile Industry had clothed the people all over the globe and was a well-developed
cottage industry but with the advent of Britishers the industry had to undergo tremendous ups and downs
to survive in spite of its excellent competitiveness till the day India acquire its independent. After
independence the fate of this industry was in the hands of Indian Government.
COMPANY PROFILE
ORION CLOTHING
Orion Clothing is a textile company. But was previously known in a different name. The path
began when a small-scale readymade garment manufacturing unit was setup up in the outskirts of Madurai,
Tamil Nadu in the year 2005 in the name of SVS Garments. The Company was setup in Partnership of three
partners and the company acted as a contract-based manufacturer for the renowned Brand “RAMRAJ” for
several years. Since the two of three partners decided to dissolve the partnership the one of the partners
decided to shifted the plant to Palakkad District, Kerala his home town. And under his sole owner ship was
born “Orion Clothing” in the year 2013.
The Company's principal products/services are finished garments. The company’s product
range includes Casual and Premium wear for both Men and Kids under the Brand ‘Roy Watson’
The Company has a supply chain as both wholesaler and retailer. The Wholesale supply chain
extends state-wide but whereas retail chain is just with in the district. The Company also as a contract-based
manufacturer, manufacturing wide range of both Men’s and Women’s wear, for various renowned brands
including the State Government Initiative “KHADI” while the main production is concentrated on the
inhouse products.
ORION CLOTHING always values its customers giving them the best in quality of products
comparable to international standards so that both the retailer and consumer is satisfied. And as Orion
Clothing also into the retail sector and since there is no middle man, Customers can get hands on products
of quality which may cost twice in the regular market and so Orion Clothing does not supply goods to the
retailers in the district which according to the proprietor is unethical business. But yet they manufacture
required goods for the local retailers on contract basis at the best quality possible under the price.
VISION
To be the best in the Industry by delivering the best products at the best price possible in the
market they exist.
MISSION
Orion Clothing has missions both as an Industry and Merchant.
As an industry Orion Clothing is setup in a rural area of Palakkad to provide employment

opportunities to the people of the locality. An encourage other growing entrepreneurs and set an example
to them.
As a merchant Orion Clothing tends to increase the competition in and standard of the market
by providing export quality products for the domestic market through which achieve unique customer
satisfaction which no other merchant could provide.
Why Orion Clothing?
Orion Clothing is a small-scale industry setup unconventionally in a rural area where sourcing
of raw materials for the industry is comparably complicated, yet the company manages to run successfully
beyond those practical difficulties encouraging other growing entrepreneur in locality setting an example.
Which has led to an increase in employment opportunities in the locality. Orion Clothing faces every
challenge an industry could ever face like lack of availability of raw materials, availability of skilled labour,
availability of proper transportation but yet manages to find remedy to every one of these dilemmas.
They provide training to unskilled people to develop them into the skilled labour they require.
Source in materials from all over the country from sources where the best of quality of certain materials are
available. And still manages to provide high quality products at affordable prices. And I am interested in
how they achieve this satisfaction level among their customers. Most of Orion Clothing’s customers both
retailers and consumers are loyal not only to their brand “Roy Watson” but to all their product lines which
they achieved in a very short span of time considering that what is they do is just a small-scale business.
Orion Clothing always has latest trends appropriate to the seasons ready for their supply chain
to keep up with the demand of the customers. And Orion Clothing provide these always at an affordable
and preferable range comparing to the competition. It always has a unique way of approaching the market
and most often tends to be the trend setter in the district.
Different departments of Orion Clothing are:
➢ Production Department
➢ Marketing Department
➢ HR Department
➢ Employees Grievance Cell (EGC)
Main attractions of Orion Clothing:
➢ Quality
➢ Affordable Price
➢ Timely Supply
➢ Uniqueness
➢ Innovation
➢ Trend Setters
Products of Orion Clothing:
Inhouse Products:
➢ Shirts for Men under the brand Roy Watson (Casual and Formal).
➢ Shirts for Kids under the brand Roy Watson.
Other products manufactured:
➢ Kurtas for Men.

➢ Kurtas for Women.
➢ Night wear for Women.
➢ Kitchen wear for Men and Women.
➢ Churidars.
➢ Casual Tops and Bottoms for Women.
➢ Specially required costumes for employees at various Industries.
Quality Management:
➢ Strictly insists on Quality rather than Quantity.
➢ Specific training for employees.
➢ Problem identification and implication of Solutions.
➢ Quality check at each stage of the production.
RESEARCH METHODOLOGY
Research is voyage from known to unknown
Research is a procedure of logical and systematic application of the fundamentals of science to the general
and overall questions of a study and scientific technique which provide precise tools, specific procedure
and technical rather than philosophical means for getting and ordering the data prior to their logical analysis
and manipulation. Different types of research designs are available depending upon the nature of research
project, availability of able manpower and circumstances.
METHODOLOGY
Research Design:
Research Design is an arrangement of conditions and analysis of data in a manner that company’s relevance
of data to be collected. The sample to be selected in a manner in which the data so collected is to be
organized. It constitutes the main body of the research design. The present study conducted through a survey
method using a well-formed and framed questionnaire.
The research design is the conceptual structure within which research is conducted; it constitutes the
blueprint for the collection, measurement and analysis of data. As such the design includes an outline of
what the researcher will do from writing the Hypothesis and its operational implications to the final analysis
of data.
Descriptive Research
In this study, descriptive type of research is adopted. This type of research includes surveys and fact-finding
enquiries of different kinds. These major purposes of descriptive research are description of the state of
affairs as it exists as present. The main characteristic of this method is that the researcher has no control
over the variables; he can only report what has happened or what is happening.
Methods of data collection: The source of data includes primary and secondary
PRIMARY SOURCES: Primary data has been collected directly from sample respondents through
questionnaire and with the help of interview.
SECONDORY SOURCE: Secondary source has been collected from standard Textbooks, Organizational
documents, Magazines, and Internet.
RESEARCH INSTRUMENT: Research instrument used for the primary data collection is Questionnaire.
Formation of Questionnaire:
Formation of questionnaire could be structured or un-structured questionnaire. Structured questionnaire is

those questionnaires in which there are definite, concrete and pre-determined questions. The form of the
question may be either closed ended questions (giving option such as yes or no) and open-ended questions
(inviting free response) but this should be stated in advance and not during questioning. When these
characteristics are not present in a questionnaire it can be term as un-structured questionnaire.
In this project, structured questionnaire was used with closed and open-ended questions in it. As this form
of questionnaire reduces the difficulty of the respondent while answering the questions
Data Representation:
Tools of Analysis include:
a) Tables
b) Pie Diagrams
SAMPLING TECHNIQUES
The sampling method adopted is the non-probability sampling method. In non-probability sampling
method, the convenience sampling method is used here. In convenience sampling method, the researcher
can collect the samples as per his or her convenience. This is usually adopted when the population is
unknown and the area of study is very wide.
Sample Size: -
It is the number of items that has been selected from a population to make the study.
Sample size of 100 samples were considered for this study.

REVIEW OF LITERARTURE
Truch (2006) said that customer satisfaction is very important to the concept of marketing with
proof of strategic relationship among overall service performance and satisfaction. In this chapter, the
literature is reviewed in four sections:
(a) clothing as nonverbal communication cues,
(b) adolescent and elderly consumer behaviour,
(c) influence of the salesperson on consumer behaviour, and
(d) similarity effect.
Clothing as Nonverbal Communication Cues One person's nonverbal communication could

influence another person's behaviour (Rosenthal, 1966). Preferences in Clothing Researchers have
consistently found and reiterated that aesthetic criteria are central to consumers, evaluations of apparel
(Eckman, Damhorst, & Kadolph, 1990; Holbrook, 1986; Morganosky, 1984; Morganosky & Postlewait,
1989). Another study by Morganosky and Postlewait (1989) examined the relative significance of the two
main theoretical perspectives in aesthetics, namely form and expression, in the aesthetic judgments of
apparel.
The researchers found and articulated that form, including elements such as pleasing lines,
shapes, designs and colours, was more relevant and central to the judgment of the aesthetic quality of
apparel than expression, or the ‘affective’ value of the apparel.
A clear understanding of preferences of consumers will help the marketer to attract and maintain
their target consumer group in better way. Price, fitting, income level of consumers are significant factors
and some factors which are found to be in significant are status, durability, and celebrity endorsement, can
be ignored by the apparel retailers in their efforts to tap and capture the market (Rajput and others, 2012).
The paramount goal of marketing is to understand the consumer and to influence buying
behaviour. One of the main perspectives of the consumer behaviour research analyses buying behaviour
from the so-called “information processing perspective"(Holbrook and Hirschman 1982).
According to the model, customer decision-making process comprises a need-satisfying

behaviour and a wide range of motivating and influencing factors.
The process can be depicted in the following steps (Engel, Blackwell and others. 1995):
➢ Need recognition – realisation of the difference between desired situation and the current
situation that serves as a trigger for the entire consumption process.
➢ Search for information - search for data relevant for the purchasing decision, both from
internal sources (one's memory) and/or external sources.
➢ Pre-purchase alternative evaluation - assessment of available choices that can fulfil the
realised need by evaluating benefits they may deliver and reduction of the number of
options to the one (or several) preferred.
➢ Purchase - acquirement of the chosen option of product or service.
➢ Consumption - utilisation of the procured option.
➢ Post-purchase alternative re-evaluation - assessment of whether or not and to what degree

the consumption of the alternative produced satisfaction.
➢ Divestment - disposal of the unconsumed product or its remnants. Besides the information
processing perspective, marketing analyses consumer behaviour by employing a
psychologically grounded concept of attitudes (Balderjahn, 1988; Ronis, Yates and
others. 1989; Luzar and Cosse 1998).
It is consumer attitudes that are usually named as the major factor in shaping consumer
behaviour and a wealth of studies are available on the topic of how attitudes can predict behaviour.
The readymade garments are becoming popular with youth. Better fitting garments, awareness
of brand coupled with availability of leading names, latest designs and varieties were found to be primarily
responsible for youth opting for readymade garments. Provocation by advertising was the fore most factor
for buying garments (Sawant, 2012).
IMPORTANCE OF CUSTOMER SATISFACTION(CSAT)
If you don't measure customer satisfaction, you can't identify unsatisfied customers that could
churn or leave you negative customer reviews. You also can't identify happy customers you could activate
as evangelists or referrers. Finally, you can't predict or prevent customer churn to plan proactively without
metrics to analyse.
1. CSAT helps you identify unsatisfied customers.
➢ You can't analyse unhappy customers' feedback or make changes to your product or
service to make them happy, if you don't know customers are unhappy in the first place.
Make sure you're deploying CSAT surveys, analysing, and acting on negative customer
feedback, no matter how tough it is to hear, as your top priority, so you can prevent them
from churning, leaving negative customer reviews, or warning against your brand to
friends and colleagues.
2. CSAT helps you identify happy customers.
➢ If you don't measure customer satisfaction, you can't identify your happy customers who
are finding success with your product or service. And if you aren't prioritizing customer
success, odds are, your company isn't growing -- at least, that's what we found in a survey
of nearly 1,000 business leaders across industries.
➢ Growing companies prioritize customer success, and a key way to identify and activate
successful customers is to request customer feedback to identify your satisfied customers.
➢ These customers are the ones who will shout your praises to their friends and family, and
they'll refer new customers -- growing your business faster than sales and marketing, at
no cost of customer acquisition.
➢ Not only is it cheaper to retain an existing customer than it is to acquire a new one, but
repeat customers spend more, and so do referred customers.
3. CSAT helps you forecast and work proactively.
➢ Without measuring CSAT and similar customer success metrics, it's hard for customer
success teams to plan and inform priorities. Without metrics to inform how healthy (or
unhealthy) your customer base is, customer success teams can't work with Sales to
improve customer expectations, with Product to incorporate product feedback, or
Marketing to improve the end-to-end customer experience. Leaders need data and trends
to forecast team performance over the next month, quarter, and year to adapt strategy, if
needed.
4. CSAT drives your inbound methodology.
➢ Customer satisfaction does more than just measure customer service. It optimizes the
performance of other departments by providing them with useful customer insights. This
information is used to improve customer experience which leads to a cyclical increase in
customer satisfaction. We can visualize this process using the flywheel model below:
➢ Marketing, sales, and product development teams use CSAT to guide their work and
interact with customers. Businesses with excellent customer satisfaction can easily attract
and engage with customers because they've proven they can provide a delightful brand
experience. If your company wants to adopt the Inbound Methodology, you'll need to
integrate customer satisfaction into every function you perform.
5. CSAT helps marketers attract new leads.
➢ Most customers are more likely to trust their peers than they are to trust marketing. In
fact, 71% of customers are more comfortable with a purchase after reading a positive
company review. But without great customer satisfaction, your company won't have these
reviews to share.
➢ Your marketers should rely on customer testimonials to attract new leads to your business.
Since customers are more willing to trust other users, these reviews are effective in
attracting prospects. That's because 55% of customers are willing to spend more money
on a guaranteed good experience. The better your customer satisfaction, the more material
your marketers will have to advertise your brand.
6. CSAT is a selling point for sales teams.
➢ Sales teams benefit from customer satisfaction because it acts as a selling point for closing
deals. As we mentioned above, customers are more willing to pay for an experience they
know is great. If your customer satisfaction is superb, your team should highlight that
during their pitch to leads.
➢ Additionally, CSAT helps sales teams understand customer expectations. They can
analyse happy customer reviews to see which parts of your product or service they should
emphasize. That way, they can hammer home distinct advantages that differentiate your
business from its competitors
7. CSAT guides product updates.
➢ Negative customer reviews act as alerts that let companies know when a product or
service has a problem that needs to be fixed. Product development teams monitor CSAT
to identify these issues and quickly resolve them. This is particularly important for SaaS
businesses that regularly update their software. By keeping a close eye on CSAT,
development teams can correct costly product roadblocks that may lead to churn.
8. CSAT leads to customer advocacy.
➢ If your business has positive customer satisfaction, then you have customers who are loyal
to your brand. These customers will refer new leads to your company and generate more
testimonials for your marketing team. You can create customer advocacy programs for
these users and encourage them to advertise on your business' behalf.
➢ Customer advocacy programs reward customers for referring your business to potential
leads. Customers are given incentives to join the program, then receive gifts or offers in
exchange for reviews and testimonials. This creates a mutually beneficial relationship that
rewards your best customers and keeps them loyal.
9. CSAT improves customer retention.
➢ It should be no surprise that the happier your customers are, the better your customer
retention will be. After all, happy customers won't have much reason to turn to
competitors, so long as you keep them satisfied.
➢ On the other hand, unhappy customers will have plenty of reasons to churn and it'll be up
to your team to convince them otherwise. By measuring CSAT, you can look at individual
customer needs and create personalized offers for users who are likely to churn. Since
60% of customers will leave a company due to a poor customer service experience, you
may only get one opportunity to stop someone from churning. CSAT optimize your
chances by providing you with relevant information about the customer's experience with
your brand.
DATA ANALYSIS AND INTERPRETATION
1. CLASSIFICATION
1.1 RESPONDENT’S CLASSIFICATION ACCORDING TO AGE
Table 1.1
Age (in years) No of respondents Percentage

15-25 30 30%
26-35 40 40%
36-50 20 20%
50+ 10 10%
Total 100 100%
(DATA: Primary Source)
Chart 1.1
AGE (IN YEARS)

50+
10%
15 - 25
30%
36 - 50
20%
26 - 35
40%
Interpretation:
Above chart reveals that 30% of the respondents are in the group of 15 - 25, 40% are in the age group of
26 - 35, 20% are in the group of 36 - 50 and 10% are in the age group above 50 years.
1.2 RESPONDENT’S CLASSIFICATION ACCORDING TO GENDER
Table 1.2
Gender No. of respondents Percentage

Female 20 20%
Male 80 80%
Others 0 0%
Total 100 100%
Chart 1.2
RESPONDENT'S CLASSIFICATION ACCORDING TO

GENDER
Others
Female 0%
20%
Male
80%
Interpretation:
Above chart reveals that 80% of the respondents are males and 20% of them are females.
1.3. RESPONDENTS CLASSIFICATION ON INCOME
Table 1.3
Income Respondents Percentage
Below 15000 12 12%
15000 – 25000 19 19%
26000 – 40000 47 47%
Above 40,000 22 22%
Total 100 100%
Chart 1.3
MONTHLY INCOME (IN RS)

Below 15000
Above 40,000 12%
22%
15000 – 25000
19%
26000 – 40000
47%
Interpretation:
Above chart reveals that 12% of the respondents earn below Rs.15000 per month, 19% are in the group
who earn Rs15000 – Rs.25000, 47% are in the group who earn Rs.26000 – Rs.40000 and 22% are in the
group who earn above Rs.40000.
2. RESPONSES
2.1. KNOWLEDGE ABOUT THE BRAND ROY WATSON
Table 2.1
Response No of respondents Percentage

Extremely Familiar 22 22%
Very Familiar 41 41%
Moderately Familiar 20 20%
Slightly Familiar 14 14%
Not at all Familiar 3 3%
Total 100 100%
Chart 2.1
KNOWLEDGE OF BRAND
Not at all Familiar
Slightly Familiar 3%
Extremely Familiar
14% 22%
Moderately Familiar
20%
Very Familiar
41%
Interpretation
From observation of the data it’s understood that 41% of the respondents are very familiar with the brand,
22% are extremely familiar, 20% of them were moderately familiar and 7% of them haven’t heard of the
brand whereas 10% were slightly familiar.
2.2. USAGE OF THE BRAND
Table 2.2
Response No. of respondents Percentage

Always 43 43%
Often 32 32%
Sometimes 16 16%
Rarely 5 5%
Never 4 4%
Total 100 100%
Chart 2.2
USAGE OF BRAND
Rarely Never
5% 4%
Sometimes
16%
Always
43%
Often
32%
Interpretation
The chart reveals that 43% of the respondents always use Roy Watson products, 32% often use the products,
4% of the respondents never use the products, 5 % use them rarely and 16% use them sometimes.
2.3. ATTRACTIONS OF THE BRAND
Table 2.3

Quality 39 39%
Price 31 31%
Brand Image 18 18%
Other Factors 8 8%
None 4 4%
Total 100 100%
Chart 2.3
FACTORS OF ATTRACTION
None
Other Factors
4%
8%
Quality
Brand Image
39%
18%
Price
31%
Interpretation
From the analysis it’s understood that 39% prefer the quality, 31% of them prefer the price, 18% of them
consider the brand has a brand image, 8% of the find other factors attractive and 4% find nothing attractive.
2.4. RECOMMENDATIONS ON FACTORS TO BE CHANGED
Table 2.4

Reliability 2 2%
Price 12 12%
Quality 8 8%
Other Factors 42 42%
None 36 36%
Total 100 100%
Chart 2.4
RECOMMENDATIONS
Reliability
2% Price
12%
None Quality
36% 8%
Other Factors
42%
Interpretation
From the chart it’s understood that 36% haven’t suggested any changes, 42% of them don’t have a definite
suggestion, 8% of them recommended an improvement in the quality, 12% of them suggested lowering the
price and 2% of them suggested an improvement in reliability.
2.5. OPINION ON THAT ROY WATSON DEPICTS SOCIAL STATUS
Table 2.5

Strongly Agree 19 19%
Agree 26 26%
Neither Agree nor Disagree 43 43%
Disagree 8 8%
Strongly Disagree 4 4%
Total 100 100%
Chart 2.5
DEPICTION OF SOCIAL STATUS

Strongly Disagree
Disagree 4% Strongly Agree
8% 19%
Neither Agree nor Agree

Disagree 26%
43%
Interpretation
From the data analysed it’s understood that 26% of respondents agree that the product of the brand depict
their social status whereas 19% of them strongly agree on that, 43% that’s majority of the respondent don’t
have any opinion and 8% of the respondents disagree whereas 4% of the respondents strongly disagree.
2.6. SOURCE OF BRAND KNOWLEDGE
Table 2.6
Response Respondents Percentage

Friends/Relatives 41 41%
Marketing personal 21 21%
Sales Personal 25 25%
Other sources 13 13%
Total 100 100%
Chart 2.6
SOURCE OF KNOWLEDGE
Other sources
13%
Friends/Relatives
41%
Sales Personal
25%
Marketing personal
21%
Interpretation
From the chart it’s clear that a major 41% of them got to know about the brand from their friends or relatives,
25% of the respondents go to know it from the Sales personals,21% of the respondents knew about the
brand from marketing personal, and the rest 13% of them got to know it from other sources.
2.7. OPINION ON QUALITY
Table 2.7

Excellent 22 22%
Good 29 29%
Fair 38 38%
Poor 6 6%
Very poor 5 5%
Total 100 100%
Chart 2.7
OPINION ON QUALITY
Very poor
Poor 5%
6% Excellent
22%
Fair
38%
Good
29%
Interpretation
From the data analysed it’s understood that 22% of respondents opinioned that the product of the brand has
an excellent quality, 29% of them opinioned that it is good, 38% of the respondents opinioned that it’s fair
whereas 6% were of the opinion it’s poor and 5% opinioned that it’s very poor.
2.8. PRICE TO QUALITY RATIO
Table 2.8

Excellent 37 37%
Good 31 31%
Fair 24 24%
Poor 5 5%
Very poor 3 3%
Total 100 100%
Chart 2.8
PRICE TO QUALITY RATIO

Excellent
37%
Very poor
3%
Poor
5%
Good
Fair 31%
24%
Interpretation
From the chart it could be interpreted that 37% of respondents have opinioned ROY WATSON have an
excellent quality for its price, 31% of the respondents opinioned that they have good quality, 24% consider
it fair where as 5% stated that the quality is poor and 3% consider the quality of the products as very poor
to the price.
2.9. PERCEPTION ON BRAND
Table 2.9

Excellent 27 27%
Good 31 31%
Fair 35 35%
Poor 5 5%
Very poor 2 2%
Total 100 100%
Chart 2.9
PERCEPTION ON BRAND
Poor Very poor
5% 2%
Excellent
27%
Fair
35%
Good
31%
Interpretation
From the data analysed it’s understood that 27% of respondents gave an excellent perception on the brand,
31% of them have a good perception, 35% of the respondents have a fair perception, whereas 5% of them
have a poor perception and 2% had a very poor perception on the brand.
2.10.IMAGE OF THE BRAND IN COMPARISON WITH ANOHTER BRAND
Table 2.10

Excellent 5 5%
Good 12 12%
Neutral 19 19%
Poor 38 38%
Very poor 26 26%
Total 100 100%
Chart 2.10
COMPARISON ON BRAND IMAGE

Excellent
5% Good
Very poor
12%
26%
Neutral
19%
Poor
38%
Interpretation
From the chart above, the 26% respondents consider ROY WATSON as a very poor brand, 38% consider
it as poor, 19% feel its similar, 12% feel it has a good image and 5% percent feel that it has an Excellent
image when compared to brands such as ALLEN SOLLY.
2.11.SATISFACTION
Table 2.11

Highly satisfied 36 36%
Moderately Satisfied 38 38%
Neutral 18 18%
Dissatisfied 5 5%
Highly dissatisfied 3 3%
Total 100 100%
Chart 2.11
BRAND SATISFACTION
Highly satisfied
36%
Highly dissatisfied
3%
Dissatisfied
5%
Neutral
18%
Moderately Satisfied
38%
Interpretation
From the chart it could be interpreted that 36% of the respondents are highly satisfied with the products of
ROY WATSON, 38% of the respondents are moderately satisfied, 18% don’t have an opinion about
satisfaction where as 5% stated that they are dissatisfied and 3% are highly dissatisfied.
FINDINGS
✓ The major customers belong to age group of 26 years to 35 years.
✓ The customers are mostly male.
✓ The monthly incomes seem to be around Rs.26000 to Rs.40000 for most customers
✓ Customers are very familiar with the brand.
✓ Also, they use the products of the brand very often.
✓ Quality of the products act as the main attraction for the customers.
✓ Majority of the customers doesn’t have a definite recommendation to make.
✓ The products don’t seem to reflect the social status.
✓ Most customers got to know about the product range from their relatives or friends.
✓ Customers are satisfied with the quality they get for the price they pay.
✓ The brand has a fair image before the customers but a poor image when compared with other
premium brands.
✓ Most Customers are satisfied with the products of the brand.

SUGGESTIONS
✓ The organization should do enough marketing for its product.
✓ The organization should also concentrate on creating a brand value.
✓ More retail outlets shall be launched so that the products may have a distinct identity.
✓ For a customer to be completely satisfied the products should have enough publicity so that the
customers can feel that they are part of a community.
✓ Distinct brands for distinct range of products shall be launched so that customers who buy premium
products may feel they are using a premium brand.
✓ Customer Satisfaction is cannot be achieved through just delivering quality products for affordable
prices these days the customers need to feel that he/she is using a brand that has a distinct identity
and value. And which is the situation in this case, Orion Clothing needs to create a brand value of
its own which would improve the wholesome satisfaction of the customer.
CONCLUSION
This dissertation report is based on study the customer satisfaction towards ORION CLOTHINGS’s
fashion wear at Palakkad and neighboring districts. The main aim of the project was to understand people
and their preference towards the products of Orion Clothing. Most people like and prefer ROY WATSON
range of products (Manufactured by Orion Clothing) due to its quality and its price. People use Roy
Watson’s product because it provides products which are good in quality in affordable price range. By this
report it can be said that most of the respondents comes to know about the Roy Watson’s products from
friends and family which may have to change and enough advertisement and marketing should be done to
improve the brand image and value in the market.
BIBLIOGRAPHY
TEXTBOOKS
• Peter F. Drucker, Management: Tasks, Responsibilities, Practices.
• Philip Kotler, Marketing Management: Analysis, Planning, Implementation and Control (13th ed.)
• Research Methodology – Kothari
WEBSITES
• https://asq.org/quality-resources/customer-satisfaction/
• https://www.kbmanage.com/concept/customer-satisfaction
• https://www.managementstudyguide.com/customer-satisfaction.htm
• https://survicate.com/customer-satisfaction/importance-customer-satisfaction/
CUSTOMER SATISFACTION TOWARDS ORION CLOTHING
Dear Respondent,
I am a bonafide student of 8th semester BBA –LLB (Hons.) of Government law

college, Calicut. The following questionnaire are a part of my Management Project titled
“CUSTOMER SATISFACTION”. This Survey is being conducted as a part of this study. It is assured
that the data provided by you shall be used only for academic purposes. The data furnished and the
identity of the respondent will be kept confidential. Please fill in the questionnaire on the basis of the
facts of your company.
AMITH K S
QUESTIONNAIRE
Q. 1) Name? (Optional)
Q. 2) Gender?
a. Male
b. Female
c. Other
Q. 3) Age?
a. 15 – 25
b. 26 – 35
c. 36 – 50
d. 50+
Q. 4) Monthly Income?
a. Below 15000
b. 15000 – 25000
c. 26000 – 40000
d. 40000+
Q. 5) Do you know Roy Watson?
a. Extremely familiar
b. Very familiar
c. Moderately familiar
d. Slightly familiar
e. Not at all familiar
Q. 6) Do you use any product of Roy Watson?
a. Always
b. Often
c. Sometimes
d. Rarely
e. Never
Q. 7) Which factor attract you to buy the Roy Watson?
a. Quality
b. Price
c. Brand image
d. Other factors
e. None
Q. 8) What factor would you recommend changing in it?
a. Reliability
b. Price
c. Quality
d. Other factors
e. None
Q. 9) In your opinion does the wearing products of Roy Watson show the social status of that person?
a. Strongly agree
b. Agree
c. Neither agree nor disagree
d. Disagree
e. Strongly disagree
Q. 10) How did you come to know about Roy Watson?
a. Friends/relatives
b. Marketing Personal
c. Sales Personal
d. Other Sources
Q. 11) What’s your opinion on quality of Roy Watson products?
a. Excellent
b. Good
c. Fair
d. Poor
e. Very Poor
Q. 12) What’s your opinion on Price to Quality ratio of Roy Watson products?
a. Excellent
b. Good
c. Fair
d. Poor
e. Very Poor
Q. 13) What’s your perception about Roy Watson?
a. Excellent
b. Good
c. Fair
d. Poor
e. Very Poor
Q. 14) In your opinion what is the image of Roy Watson as compared to another brand such as Allen
Solly?
a. Excellent
b. Good
c. Fair
d. Poor
e. Very Poor
Q. 15) Are you satisfied with the products of Roy Watson?
a. Highly satisfied
b. Moderately satisfied
c. Neutral
d. Dissatisfied
e. Highly Dissatisfied

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CUSTOMER SATISFACTION TOWARDS

Under the Guidance of

GOVERNMENT LAW COLLEGE KOZHIKODE

8TH Semester BBA. LL. B (HONS.)

GOVERNMENT LAW COLLEGE, KOZHIKODE.

In this project I have studied CUSTOMER SATISFACTION TOWARDS ORION CLOTHING,

I express my sincere thanks to ORION CLOTHING, PALAKKAD, for providing me an

I express my sincere thanks to Dr. V R JAYADEVAN, Principal, Government Law

The main objective of this dissertation report is to study the “CUSTOMER

SATISFACTION TOWARDS ORION CLOTHING” with reference to Palakkad District and

Customer satisfaction is defined as "the number of customers, or percentage of total customers,

In a competitive marketplace where businesses compete for customers, customer satisfaction is

FACTORS AFFECTING CUSTOMER SATISFACTION

➢ Department wise capability of the supplier.

PROCESS TO ACHIEVE DESIRED CUTOMER SATISFACTION

▪ Step 1 - Understanding Customer Expectations

▪ Step 2 - Promises to Customers

▪ Step 4 - Customer Satisfaction Surveys

NEED FOR STUDY

OBJECTIVES OF THE STUDY

➢ To evaluate the satisfaction of customers.

➢ To identify key attraction of the products.

➢ To identify the needs and wants of the customers

➢ To help improve the satisfaction level of customers

SCOPE OF THE STUDY

LIMITATIONS OF THE STUDY

➢ The project relied mainly on the primary data.

➢ The study is based on limited sample.

➢ It being my first attempt to undertake such a study, thus inexperience is also an

➢ The main limitation was time.

Initiatives taken by Government of India are:

➢ Integrated Wool Development Programme (IWDP) approved by Government of India to

TEXTILE INDUSTRY IN INDIA

EFFECTS OF THE FIRST WORLD WAR

Orion Clothing has missions both as an Industry and Merchant.

As an industry Orion Clothing is setup in a rural area of Palakkad to provide employment

Why Orion Clothing?

Different departments of Orion Clothing are:

Main attractions of Orion Clothing:

Products of Orion Clothing:

Other products manufactured:

➢ Kurtas for Men.

Research is voyage from known to unknown

Formation of questionnaire could be structured or un-structured questionnaire. Structured questionnaire is

Tools of Analysis include:

Sample size of 100 samples were considered for this study.

(a) clothing as nonverbal communication cues,

(b) adolescent and elderly consumer behaviour,

(c) influence of the salesperson on consumer behaviour, and

(d) similarity effect.

Clothing as Nonverbal Communication Cues One person's nonverbal communication could

According to the model, customer decision-making process comprises a need-satisfying

➢ Purchase - acquirement of the chosen option of product or service.

➢ Consumption - utilisation of the procured option.

➢ Post-purchase alternative re-evaluation - assessment of whether or not and to what degree

IMPORTANCE OF CUSTOMER SATISFACTION(CSAT)

1. CSAT helps you identify unsatisfied customers.

2. CSAT helps you identify happy customers.

3. CSAT helps you forecast and work proactively.

4. CSAT drives your inbound methodology.

5. CSAT helps marketers attract new leads.

6. CSAT is a selling point for sales teams.