Customer experience & satisfaction survey at DRESSLAND

retail store in Varanasi

SUBMITTED TO: SUBMITTED BY:

MR. SANDEEP SINGH ARABINDA KUMAR JAIN
READER, SMS PGRM/03/05
 ACKNOWLEDGEMENT

 Nothing can be gained or acquired without hard work which leads to success.

 The success of my survey work is the amalgamation of my hard work and co-
operation of respondents, who delivered their precious time without any
hesitation.

 I do not have adequate words to convey my emotion rather than feeling of

gratitude, for the people who helped me in making my survey report purposeful.

 I take the opportunity to convey my sincere gratitude to my research mentor Mr.

Sandeep Singh for his helpful guidance during my survey period.

 First of all I would like to thank god and my parents who showered their blessing
upon me in each step of my survey & I express my deep sense of gratitude to
prof. P.N Jha, Director General of SMS, Varanasi, for providing me golden
opportunity to bring up talent.

 I am highly thankful and immensely obliged for his constant guidance and words
of inspiration.

 Last but not the least, I specially wish all my friends a vote of thanks as without
their valuable supports this report would have not been possible.
 DECLERATION

I, ARABINDA KUMAR JAIN student of PGDM (RM) 2nd Semester at SMS, Varanasi
hereby declare that the project on “customer experience and satisfaction survey at
DRESSLAND retail store in Varanasi” Is the result of my own effort, is raised on
information collected, guidance given by my mentor & faculty member.

The analysis of the project is correct to the best of my knowledge this report so far has
not been published anywhere else.

ARABINDA
KUMAR JAIN
PGRM
RM/03/05
 PREFACE

Industry profiling is finding of data, relevant to specific industry. This project is a written
presentation with observation and references derived from the secondary data.

The report starts by giving an industry profile, internal view about the company and
their product line. In order to achieve the objective and better understand the problem
of industry, it was decided to collect the secondary data concerning to particular
industry.

Industry profiling was aimed to know the status of different Garment firms. All the
findings are analyzed through tabulation data, graph, chart and percentage. At the last
of the report you can find the suggestions and the recommendations based on the
information gathered by data.

ARAB
INDA KUMAR JAIN
 CONTENTS
1. INTRODUCTION

2. INDUSTRY OVERVIEW

3. GARMENTS INDUSTRY IN INDIA

4. REVOLUTION IN GARMENT WEARING

2. RESEARCH OBJECTIVES

3. RESEARCH METHODOLOGY

4. PRODUCTS AND BRAND

5. BRANDS PROVIDING BY DRESSLAND

6. FINDINGS

7. CONCLUSION

8. LIMITATION

9. BIBLIOGRAPHY

10. ANNEXURE
 INTRODUCTION
Varanasi “Old city” the quarter near the banks of Ganga has crowded narrow
wending lanes that are flanked by road, side shops and scores of Hindu temples.
Varanasi’s labyrinthine old city is rich with culture and deservedly popular destination
for travelers and tourists. Most popular places of Varanasi city are Gadulia, Lanka,
Ramnagar, Rathyatra, Lahartara, sigra. Out of all popular area sigra is center of
varanasi where a DRESSLAND show room is situated.

DRESSLAND is a multiband store of garments. There is a lot non organized, semi

organized and organized garment stores in Varanasi. People from side areas also
come here for their purchasing. There are a lot of traditional stores of garments
situated in Varanasi which is running from 50 years ago. But people are more
interested to purchase garments from DRESSLAND rather than the traditional stores.
Because DRESSLAND provides quality, brand, customer experience and satisfaction
to the customer.

Customer experience is the sum of all experiences a customer has with

supplier of goods or services over duration of their relationship with that supplier.

Customer satisfaction is a measure of how products and services supplied

by a company meet or surpass customer expectation.
 GARMENT INDUSTRY IN INDIA

Garment is regarded as one of the basic needs of human being. From the early
stage of human history it gained much more attention and developed overtime. The
nature of clothing is so obvious and its presence so universal that we often overlook
the brilliance of its invention. In considering what textile and clothing is, we must
remember that the origin of the earliest and humblest cloth is lost to us; it pre-dates our
recorded history; it precedes the age of metals and the invention of the wheel. As our
civilization have grown, so has fabric developed with us, an integral part of every
cultural stage, a resource in every struggle, a comfort in the most personal and
domestic spheres of lives. Each of us has a relationship with fabric from cradle to grave
(Gale and Kaur, 2002).

The term “garment” is used interchangeably with “apparel” and “clothing”.

The “garment” includes readymade woven garments as well as knitwear and hosiery.
The products of the garment industry are very diverse ranging from industrial work-
wear to basic shirt. The concept of “textile complex” or “textile chain” includes the
ginning of fibre, spinning yarn, weaving fabrics and operations like dyeing, processing,
printing, finishing the fibre and finally making the Readymade Garments (RMG).

Garment making is one of the world’s most globalized industries. Almost every country,
irrespective of its stage of development, is involved in garment manufacturing and
trading. Many industrialized countries have had an important textile and garment
manufacturing sector at some point in their history. In fact, almost without any
exception, textile/garment was the first industry which a country was able to develop
and eventually led to the development of other industries. Frequently, the growth of the
garment sector has been seen as a first step on the road to industrialization, bringing
growth and prosperity (war on want 2001).Growth in textile sector benefits other sector
through increased demand for material inputs or machinery and equipment. In addition,
the textile and apparel sectors depended on the presence of many modern economic
activities. Through developing export- oriented textile and apparel industries, a country
acquires crucial knowledge and skill such as marketing, advertising, transportation, and
communication. These advances highlight the importance of the textile and apparel
industries to a country’s development process (siddiqi, 2005).

The apparel industry is one of India's largest foreign exchange earners,

accounting for nearly 16% of the country's total exports. The 1996 Indian textile exports
approximately amounted to Rs.35,000 crores of which apparel occupied over Rs14,000
crores.

It has been estimated that India has approximately 30,000 readymade

garment manufacturing units and around three million people are working in the
industry. Today not only is the garment export business growing, enthusiasm in the
minds of the foreign buyers is also at a high. Today many leading fashion labels are
being associated with Indian products. India is increasingly being looked upon as a
major supplier of high quality fashion apparels and Indian apparels have come to be
appreciated in major markets internationally. The credit for this goes to our exporter
community.

Consistent efforts towards extensive market coverage, improving technical

capabilities and putting together an attractive and wide merchandise line has paid rich
dividends. But till today, our clothing industry is dominated by sub-contractors and
consists mainly of small units of 50 to 60 machines. India's supply base is medium
quality, relatively high fashion, but small volume business.

Recent recession in Europe and the South Asian currency crisis have also
contributed their own bits to the decimating Indian exports. Though these are expected
to fizzle out soon, there is no reason for complacency on the part of Indian exporters or
of the garment industry. The industry will be soon faced with open competition shorn of
quotas or tariffs. Thus the need of the hour is to enlarge both manufacturing as well as
the marketing base. Inculcation of a spirit of innovation by way of research and
development and tapping new markets especially in South Africa, Central Africa, CIS,
East European countries, Latin America and Australia is also mandatory for export
growth.

With a modest beginning in early sixties, the export of readymade garments

from India has registered a consistent and imperative growth rate of 30% over the last
three decades. The exports of readymade garments alone contribute almost 15% to
the country’s foreign exchange revenue. Total contributions from exports of Textiles
constitute almost 30% of foreign exchange. On a rough estimate two million people are
earning their living from the RMG (Ready Made Garment) trade earnings. In spite of
these impressive statistics India’s share in international RMG trade is less than 3%
which indicate the tremendous scope that exists for the growth of the Industry.

RMG industry in India is buoyant and after decades of exposure to

international competition, it has identified its strength, weakness and constantly
endeavoring to upgrade the manufacturing facilities, boots the production and improves
the quality of the merchandise. Government of India, under its liberalization policy has
also moved to remove the bottlenecks in the growth of industry and current decade can
see a speedy growth of the RMG industry. Target set for the export of textiles by the
turn of the century is US$ 20 billion.

India possessed one of the largest modern textile industries in the world,
but relative isolation from markets during the phase of autarkic economic policy and
State trade barter agreements (supplying goods to uncompetitive markets in the former
Soviet Union and Eastern Europe) radically reduced the industry’s international
competitiveness.

A regulation of the mid-1950s restricted RMG manufacture to the small-

scale handloom sector and, as in China and Egypt, India was late in developing
clothing industry. However, the hand-loom industry developed a .power loom. Sector
that proved highly competitive in the domestic market, eating into the markets of mill
production.

The government in a misguided attempt to safeguard employment

prevented the bankrupt mills closing, keeping them as sick Industries with public
subsidies. The policy failed to save the mills. By 1993, power looms produced 58 per
cent of Indian textile output (hand-looms, 21 per cent; knitting, 12.5 per cent; and the
formerly dominant mills, 7.5 per cent). Between the second half of the 1980s and the
first half of the 1990s, RMG production (exclusively from the small-scale sector)
expanded at an average annual rate of 19 per cent, double the rate of growth of total
exports, to become the largest earner of foreign exchange.

The decline of the old mill industry concentrated in two big cities,
Ahmadabad (in Gujarat) and Mumbai (Maharashtra).was paralleled by the rise of the
power loom industry in smaller cities. In Surat (Gujarat) and in Bhiwandi, Malegaon,
Ishalkaranj within range of the Mumbai metropolitan region. Tamilnad, the third
important State in textile production, developed a different pattern. Modern mills in
Coimbatore continuing alongside five integrated urban-rural clusters, of which one,
Palladum-Tirupur-Somanur-Avanashi is one of the most important.

This is a complex of small-scale units that have developed slowly over a

long period of time (unlike Shenzhen and Mirpur-Dhaka), combining basic processing
from originally locally grown raw cotton, spinning, weaving and RMG manufacture. The
southern centers now produce over half the national output of cotton yarn. Tirupur has
become known as a prototype of an industrial .cluster. a focus for both a mass of small
scale units at each stage of an integrated production line, and of a scatter of towns and
villages, a network of collaborative manufacture, linked to household production.
Beginning historically with the elementary processing of raw cotton, a water shortage
cut local raw cotton output and the peasants moved on to cloth production and
undergarment manufacture (while often retaining a foothold in cultivation), assisted
from the 1960s by the adoption of power looms. From there, the producers developed
the manufacture of shirts for local consumption, and then sports and leisurewear. From
the early 1980s, they moved into exports.

A key factor here is the legal restriction of RMG manufacture to the small-
scale sector, limiting how far a production unit or firm could grow. Instead of expanding
existing units, businessmen started new businesses when the old reached the legal
size limit. Concentration came not by unit but by family. Possibly a hundred firms
(owned by a very much smaller number of families) produce the exports, with 1-2,000
subcontractors.

The labor force consists of permanent or temporary migrants, commuters,

and rural home workers. Thus the industry does not have any clear territorial limits.
The pattern has allowed the town to grow without major migrant squatter settlements
as elsewhere, but still with severe problems of urban sewerage, water supply, solid
waste disposal etc. Local government has played very little role in this process of
growth, and the State and central governments have been late and limited in their
responses. However, the business class, organized in the Tirupur Export Association
has undertaken a wide range of improvement schemes.

Industrial estates, transport, education and design, and in its latest scheme,
in infrastructure (in water and sewerage).Tirupur’s industry lacks scale economies, has
dispersed weaving centers (often using antiquated machinery), poor transport etc., but
has still experienced remarkable output growth in a quite peculiar settlement pattern of
development, combining rural and urban economic growth.

Customer satisfaction
It is a business term, is a measure of how products and services supplied by a
company meet or surpass customer expectation. It is seen as a key performance
indicator within business and is part of the four 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. There is a substantial body of empirical literature that establishes
the benefits of customer satisfaction for firms.

Measuring customer satisfaction

Organizations need to retain existing customers while targeting non-customers.
Measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.
Customer satisfaction is an abstract concept and the actual manifestation of the state
of satisfaction will vary from person to person and product/service to product/service.
The state of satisfaction depends on a number of both psychological and physical
variables which correlate with satisfaction behaviors such as return and recommend
rate. The level of satisfaction can also vary depending on other factors the customer,
such as other products against which the customer can compare the organization's
products.
 Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985
and 1988 delivered SERVQUAL which provides the basis for the measurement of
customer satisfaction with a service by using the gap between the customer's
expectation of performance and their perceived experience of performance. This
provides the researcher with a satisfaction "gap" which is semi-quantitative in nature.
Cronin and Taylor extended the disconfirmation theory by combining the "gap"
described by Parasuraman, Zeithaml and Berry as two different measures (perception
and expectation) into a single measurement of performance relative to expectation.
The usual measures of customer satisfaction involve a survey [4] with a set of
statements using a Likert Technique or scale. The customer is asked to evaluate each
statement in terms of their perception and expectation of performance of the service
being measured.
Customer experience
It is the sum of all experiences a customer has with a supplier of goods or
services, over the duration of their relationship with that supplier. It can also be used to
mean an individual experience over one transaction; the distinction is usually clear in
context
Growing recognition
The concept of customer experience was first introduced by Pine and Gilmore in
their 1998 Harvard Business Review article. They believe that successful
businesses influence people through engaging, authentic experiences that render
personal value (Pine and Gilmore 1998).
Analysts and commentators who write about customer experience and customer
relationship management have increasingly recognized the importance of managing
the customer's experience.[2] Customers receive some kind of experience, ranging from
positive to negative, during the course of buying goods and services. Thompson and
Kolsky say that “an experience is defined as the sum total of conscious events. As
such, a supplier cannot avoid creating an experience every time it interacts with a
customer” (2004). Furthermore, it has been shown that a customer’s perception of an
organisation is built as a result of their interaction across multiple-channels, not through
one channel, and that a positive customer experience can result in increased share of
wallet and repeat business.
A company's ability to deliver an experience that sets it apart in the eyes of its
customers serves to increase their spend with the company and, optimally, inspire
loyalty to its brand. "Loyalty," says Jessica Debor, "is now driven primarily by a
company's interaction with its customers and how well it delivers on their wants and
needs."
To create a superior customer experience requires understanding the customer's point
of view, say Don Peppers and Martha Rogers, Ph.D in Rules to Break and Laws to
Follow. "What's it really like to be your customer? What is the day-in, day-out 'customer
experience' your company is delivering? How does it feel to wait on hold on the phone?
To open a package and not be certain how to follow the poorly translated instructions?
To stand in line, be charged a fee, wait for a service call that was promised two hours
ago, come back to an online shopping cart that's no longer there an hour later? Or
what's it like to be remembered? To receive helpful suggestions? To get everything
exactly as it was promised? To be confident that the answers you get are the best
ones for you?"
Emerging Business Requirement
With products becoming commoditized, price differentiation no longer sustainable and
customers demanding more, companies – and communication service providers
(wireline, wireless,broadband cable, satellite) in particular – are focusing on delivering
superior customer experiences. A 2009 study of over 860 corporate executives
revealed that companies that have increased their investment in customer experience
management over the past three years report higher customer referral rates and
customer satisfaction. This finding is also supported by research completed by
software company Chordiant in 2008 into the customer experience management
performance of large organisations across Europe. The research surveyed 450 large
organisations to create a maturity model and the results showed that over ¾ of the
organisations surveyed achieved level 3 (of 5) or less for CEM performance (5 being
best possible result). The results also showed that performance in four key business
areas (market share, retention, profitability, and customer satisfaction) was directly
related to CEM performance.
The customer experience has emerged as the single most important aspect in
achieving success for companies across all industries (Peppers and Rogers 2005). For
example, Starbucks spent less than $10MM on advertising from 1987 to 1998 yet
added over 2,000 new stores to accommodate growing sales. Starbucks popularity is
based on the experience that drove its customers to highly recommend their store to
friends and family.

Customer Experience Management

The goal of customer experience management (CEM) is to move customers from
satisfied to loyal and then from loyal to advocate. Traditionally, managing the customer
relationship has been the domain of Customer Relationship Management (CRM).
However, CRM strategies and solutions are designed to focus on product, price and
enterprise process, with minimal or no focus on customer need and desire. The result
is a sharp mismatch between the organisation’s approach to customer expectations
and what customers actually want, resulting in the failure of many CRM
implementations.
Where CRM is enterprise-focused and designed to manage customers for maximum
efficiency, CEM is a strategy that focuses the operations and processes of a business
around the needs of the individual customer. Companies are focusing on the
importance of the experience and, as Jeananne Rae notes, realizing that “building
great consumer experiences is a complex enterprise,
involving strategy, integration of technology, orchestrating business models, brand
management and CEO commitment.”
According to Bernd Schmitt, "the term 'Customer Experience Management' represents
the discipline, methodology and/or process used to comprehensively manage a
customer's cross-channel exposure, interaction and transaction with a company,
product, brand or service."
Customer experience solutions provide strategies, process models, and information
technology to design, manage and optimize the end-to-end customer experience
process.

REVOLUTION IN THE GARMENTS WEARING

Mod-inspired styles became popular in 1995 among teenaged girls and young women.
These included straight leg jeans, baby t-shirts, plaid miniskirts, and short jackets with
oversized zippers. A variation on the chelsea boots of the 1960s, with chunky 1970s
inspired platform heels, also became popular through the early 2000s. Other black
shoes with chunky 1970s inspired platform heels were also popular.
In Europe, slinky, floor-length dresses, often made of Lycra, were worn in the daytime
as well as the evening. The all-girl pop group the Spice Girls became a major influence
on British fashion in 1996, and North American fashion in 1997.
Following on the outdoor trend set by grunge clothing, other outdoor clothing enjoyed
increased popularity in the late 1990s along with the increased popularity of wilderness
recreation. Chief among these were jackets and shirts made of a material called polar
fleece. Also popular for wildrness activities were military surplus items, notably olive
green military sweaters and tan coloured military cargo pants.
Styles inspired by the mid to late 1970s were popular from 1996 through the end of the
decade. Orange and yellow, colours both popular in the 1970s, became popular in
1996 among both men and women, and later other bright colours that were popular in
the 1970s became popular among women. Stretch polyester shirts in 1960s and 1970s
prints were worn by women. Knee-high boots came back into fashion, as part of the
60s/70s revival.[2] Women's spaghetti strap tank tops became more popular than when
they were first popular in the late 1970s. Shiny men's buttoned shirts enjoyed moderate
popularity. Flared pants and jeans also became popular. T-shirts with a happy face
design were briefly popular.
Around 1996, cords became popular, initially in brown, and later in colours such as
black tan, and grey. Corduroy continued as a trend through 2001.
Typical men's suits of this era featured long draped double-breasted jackets and
pleated pants. Sweater vests became popular as men's business casual wear. Many
men began wearing dress shirts without ties, a style that continues to be worn by many
men to this day. Women began increasingly wearing pantsuits to the office. By the end
of the decade, Casual Fridays became the norm in many offices, with both men and
women wearing jeans to the office on Fridays.
Goth fashion in the late 1990s. This would morph into emo fashion in the early to mid
2000s, and as of 2010 is still common though in decline. Punk and alternative styles
were popular by 1996. These included spiky hair, black t-shirts, black work pants,
wraparound sunglasses, and skater shoes. Many punk and alternative teenagers dyed
their hair colours like blue, green, and fuchsia, and adorned body piercings such as
eyebrow rings, lip rings and tongue studs. In 1997, the 1980s goth trend made a
comeback, with black clothing and make-up (both females and males), long or back-
combed black hair, studded bracelets and black boots. The Punk and goth styles
survived into the mid 2000s in modified forms.
A late 90s version of preppy clothing became popular in 1997. Shirts, sweatshirts, and
jeans of the popular clothing brand Tommy Hilfiger were closely associated with the
preppy look. Sweater vests were also part of the preppy look. By 1998, Khakis became
a popular part of the preppy look for teenaged boys, due to the popularity of golfer
Tiger Woods; and wool scarves became a part of the preppy look for teenaged girls.
After a dip in popularity in the mid-90s, sporty styles became increasingly popular later
in the 90s. The late 90s sporty look was dominated by tearaway track pants with
buttons on the side that could be “torn” open. Teenaged guys wore these tearaway
pants with t-shirts, polo shirts and sweatshirts. Teenaged girls also wore these with
baby t-shirts, spaghetti strap tank-tops, and cropped tank tops. Tearaway pants were
also worn as part of track suits in the late 90s.
In the late 90s, Hip-hop fashion developed into a style more distinct from other sporty
styles. Baggy jeans, hooded sweatshirts, football jerseys, puffy jackets, and large gold
chains became staples of the hip-hop look. African-American youth of both sexes
braided their hair in imitation of hip-hop performers such as Snoop Dogg and Lauryn
Hill.
Punk, goth, preppy, sporty and hip-hop styles continued to be popular at the
close of the 1990s. Some of the more overt 70s influences waned in 1998, although
other 70s influences continued to be felt at the close of the decade. In women's
fashion, baby t-shirts and spaghetti strap tank tops continued to be popular, and long
wraparound skirts were popular from 1998. Dark rinse-wash denim beame fashionable
for both men and women, and the low rise jeans phenomenon began in women's
fashion.
In 1999, Aloha shirts (Hawaiian shirts), became a major fad. Capri pants, a tapered
pant that ends mid calf, became popular with girls and women, and Kakhis became
popular in women's as well as mens fashion. Pink became the dominant women's
clothing color. Fishnet dresses became popular with their low cut on the back.

Early 2000s
The minimalist aesthetic of 1990s fashion continued in the first years of the 2000s.
Fashion began to move away from the minimalist aesthetic in 2003, with the rise of
Boho in women's fashion, as well as distressed denim. With the exception of black
miniskirts, skirts and casual dresses were both de-emphasized during the early 2000s,
until the advent of Boho fashion in 2003. The sophisticated urban look, one of the key
trends of the latter half of the decade, began in 2004.
Dark denim was popular in the first half of the decade. This trend culminated in 2004,
as light denim became scarce. Denim in the early part of the decade was dominated by
wide straight leg styles. Women's denim was generally fitted through the seat and thigh
down to the knee, with the leg opening being either boot-cut or flared. Low cut waists
became increasingly popular in women's denim over the first half of the decade. In
2002, women's denim with no pockets became fashionable. Some of these pocketless
jeans featured a built-in denim belt. Women's jeans with an elastic strip down the side
(generally a white strip with either a black or red stripe down the middle) became
popular in 2003-2004.[citation needed] Women's jeans with a built-in nylon belt were popular
from 2003-2005.
After a moderate trend in the late 1990s towards women wearing pantsuits to some
formal functions, the pendulum swung in the opposite direction in the early 2000s, as
dresses again became the norm for women at formal functions. This even as pantsuits
peaked in popularity as women's business wear in the years between 2000-2002.
Women's formal dresses in this period often featured plunging necklines and backlines,
wide straps instead of sleeves, and shiny fabric. Red was the most popular colour for
formal women's dresses in the early 2000s, although various shades of blue were also
popular.
Hip hop fashion progressed a lot during this decade. Hip hop culture fashions
(especially hoodies and sweatpants) influenced many subcultures including
chav, juggalo and gangsta.[3]Within hip hop clothing, baggy jeans, denim-jean jackets
with matching jeans were popular,along with track suits (primarily made of fleece that
matched top and bottom usually worn with a headband for men). Bandanas with
rhinestones were popular from late 2000 to early 2002 and Phat Farm shoes and
apparel were popular during this time. The "tough guys wear pink" craze hit young
members of the hipster, preppy and British chav subculture.[4]. This continued on until
about 2007. In 2003, trucker hats and vintage t-shirts from American Eagle and its
many counterparts became highly popularly. Mitchell & Ness throwback jerseys were
made popular by the rapper Fabolous.
Heavy metal fashion was worn by a notable subculture of teenagers, based on the
biker, rocker and leather subcultures. Nowadays, heavy rock remains common among
the youth in the US, and parts of Europe.
Pop punk fashion characterized by wearing baggy jeans, wristbands, spikey hair, patrol
caps or trucker hats, Aviator sunglasses, and full-zip hoodies (which are now urban
and preppy in the late 2000s) was very popular in the early to mid 2000s. This was due
to the success of bands such as Blink-182, Lit, Sum 41, and Green Day.[5]
Clothing worn by left activists enjoyed moderate popularity during the early 2000s.
These included Che t-shirts, Keffiyehs (associated with Palestine activism), and t-shirts
supporting various other activist causes and groups. The popularity of activist fashion
peaked during the protests prior to the start of the Iraq war in early 2003. Activist
fashion has declined in popularity since 2003, although it has not entirely disappeared.
In a notable exception, Keffiyehs have become a mainstream fashion item in the latter
half of the decade, appearing in upscale clothing boutiques beginning in 2005.
The gypsy/Bohemian style, commonly known as Boho or Boho-chic, began as an
underground fashion style in 2000, and emerged in mainstream women's fashion in
2003 as influenced by Kate Moss. This style peaked in popularity in 2004-2005, and
was commonly associated with Mary Kate & Ashley Olsen. The popularity of boho
began to wane in 2006, but the influence of boho continued to be felt as late as 2008.
Boho featured loose, flowing tops; loose flowing a-line skirts, often with uneven
hemlines; and loose flowing a-line dresses, often with only one shoulder strap and/or
an uneven hemline.
2004 witnessed both the culmination of certain trends of early 2000s fashion (notably
the trend towards darker denim), as well as the introduction of a few fashion trends that
would continue into the latter half of the decade. Building on the distressed denim trend
that began in 2003, acid-washed denim began to make a comeback in 2004. 2004 also
saw the beginning of the trend towards brighter colours, as well as the beginning of the
sophisticated urban look with striped dress shirts and black dress pants.
Late 2000s
Women's fashion in the late 2000s became increasingly feminine, and dresses and
skirts enjoyed ever increasing popularity. The sophisticated urban look became popular
among professional men, and featured striped dress shirts, black dress pants, and
black dress shoes. There was a move away from dark denim towards a greater variety
of denim colours and washes. Narrower, more fitted clothing became popular with both
sexes, but especially among women.
The Sophisticated Urban Look became popular among many urban professional men
beginning in 2004. The look featured pinstriped dress shirts, black dress pants, and
black dress shoes. There was a general shift in popularity away from Khakis and
towards black dress pants. Black suits became increasingly popular. Charcoal grey
pinstripe suits also enjoyed popularity. There was a move away from 'casual Fridays' in
some professional offices and towards 'formal Fridays,' though casual Fridays still
remained the norm in some professional business environments.
In hip hop, the throwback jersey and baggy pants (popular in the '90s to 2004) look
was replaced with the more "grown man" look which was highly popularized byKanye
West around the year 2005.
Leggings returned as a women's fashion item in 2005. Leggings rose in popularity in
2007 after introduction by brands such as American Apparel. Initially available mostly
in black and grey, leggings gradually became available again in a wide variety of
colors. These were often worn with long, fitted tunic tops, or baby-doll dresses and
shirts with empire waists. As in the 1980s, they were sometimes paired with mini skirts.
Sometimes also worn with shorts dress type or athletic type.
Opaque tights footed or footless also became common legwear from 2005 through
now. Worn mostly with skirts and dresses and flats or sometimes canvas sneakers.
Also worn sometimes with shorts or sometimes under capris.
Layered tees, shirts, polos and blouses have become popular again and still are today.
Shortalls and skirtalls are popular again since 2007.
During most of the early and mid 2000s the smart casual style made it unfashionable to
wear formal clothing except in businesses and churches or at special events.[6] This
changed in the autumn of 2006, when the power suit received worldwide popularity
amongst young men for its structured design. Men's suits of this era moved about the
late 1990s style of bulky double-breasted jackets and towards single-breasted tailored
jackets with thinner lapels, a higher gorge and low two-button stance.[7]
Skirts and dresses became especially popular in Women's fashion during the second
half of the decade. Boho-chic continued to be a significant source of inspiration,
although non-boho influenced styles were also popular. Teenaged girls wore both fitted
denim mini-skirts and ruffled skirts, the latter being worn by all the main characters in
the 2004 movie Mean Girls. Women's skirts were predominantly mid-length, both
straight and a-line, ruffled and non-ruffled. Dresses were popular in both straight and a-
line cuts. Thick straps and ruffles were popular with a-line dresses, and spaghetti
straps were popular with more form fitting dresses. Many skirts and dreses had uneven
hemlines.

The early 2000s continued the grunge look of the early-to mid '90s in mens fashion,
though with a more modern twist: flannel shirts worn with bright colored shirts
underneath, T-shirts worn with long sleeved thermal shirts, vans, beanie hats, work
boots and ripped loose-fitting stonewashed jeans.[18] Flannel and lumberjack tops are
worn with skinny jeans. Although in the 90s, flannel shirts were baggy and usually
unbuttoned, the 2000s flannel was usually tight, buttoned, and part of the scene or
emo look.
Within the mid part of the 2000s Emo and the related "Scene" became popular. The
Emo look was based around black clothes that included band T-shirts and skinny
jeans. This is a major departure from the early emo look of sweater vests and scarfs.
Scene was very similar, but bright colors were very common. The Scene style evolved
with the introduction of the Hipster look into mainstream and now there are many
similarites between the two including v-necks, plaid, and skinny jeans.
Hipster fashion, with ironic t-shirts, vintage clothing, tight low pants, and thick rimmed
glasses became fashionable. This includes duffle coats, pea coats, skinny jeans with
pumps or Converse All Star sneakers.
In 2009, the Jerkin' movement influenced much of the urban community to switch from
baggy pants and oversized shirts to fit/skinny jeans, fit clothing and brighter colors.
In late part of the 2000s v-neck shirts became popular among men.
In Europe in the autumn and winter of 2009, stiletto-heeled shoes and ankle boots with
cone-shaped heels were very popular.[19]
The "Lads from 2000" look consisted of wearing Argyle socks over tracksuit bottoms,
Rockport boots and Lacoste tracksuits etc. This dress combination was popular
amongst British males during the early 2000s.[20]
Baseball caps, particularly flat billed designs by New Era, were popular for casual wear
among teenagers and college aged people. Once confined to the gangsta and
redneck subculture, these caps were popular among many different groups and
became more main stream. They also were called "fitted caps" which are caps that
don't bend and stay completely stiff. Many wearers kept the adhesive label on the peak
to show others their hat was brand new.
English singerAmy Winehousewith her trademarkbeehive hairstyle, 2007
In 2009 a recent imagining of the dapper 1950's style as espoused by Buddy Holly was
merged with the Punk fashion of the 1970s.This was,in part,inspired by the English
Power Pop/Punk collective which esounced The Librarians.

RESEARCH OBJECTIVES
The main objective of field survey is

• To know about the various facilities provided by DRESSLAND.

• To know the satisfaction level of the customer of the DRESSLAND.

• To know about the perception of customer regarding DRESSLAND.

• To identify motive behind customer visiting DRESSLAND.

• To find out the problems of DRESSLAND store.

RESEARCH METHODOLOGY
The present summer training survey is an analytical study to have the knowledge of
concern industry, with the help of primary data; therefore following methodology will be
applied to complete the project.

Type of Research: - Descriptive.

Descriptive Research: - This includes surveys & fact –finding enquiries of different
kinds with adequate interpretation. Its major purpose is the description of state of
affairs as it exists at present.

Analytical Research: - This includes the use of facts or information already available,
and analyzes these to make a critical evaluation of the material.

Type of Data collected: - Primary Data.

Primary Data: - The primary data are those which are collected afresh and for the first
time, and thus happen to be original in character.

Primary Data collection method: – Survey method.

Survey method: - It is a fact finding study. It is a method of research involving

collection of data directly from a population or a sample thereof a particular time. Data
may be collected by observation, interviewing, questionnaires.

Primary Data collection technique: – Questionnaire.

Questionnaire: - A questionnaire is a set of number of questions printed or typed in a

definite order on a form or set of forms. This questionnaire is handed by the researcher
to the concerned person/ respondent to answer the questions and return. The
respondents are expected to read and understand the questions and write down the
reply in the space meant for the purpose. The respondents have to answer the
questions on their own.

Universe of the study: – Varanasi city.

Varanasi City: - The population of Varanasi urban agglomeration in 2001 was

1,371,749; the sex ratio was 879 females per every 1000 males. The literacy rate in the
urban agglomeration is 61.5%.

Sample unit: - Individual (above 20 years)

Individuals: - Individuals here are referred to those who are in the age group of 20 to
65 years males or females. Their source of income is service
(Govt./PSU,MNCs/private), self-employed , retired.

Sampling technique: - Convenience Sampling.

Sample size: - 100 respondents.

Statistical Tools: - Bar Graph, Pie Chart apart from these other tools like mean etc.
could be applied if required.

BRANDS PROVIDING BY
DRESSLAND…..
 Branded Garments Provding By
DRESSLAND
 PRODUCTS AND BRAND

Manzoni is a luxury lifestyle brand offering the discerning customer a

super-premium range of formal wear and sportswear including shirts, suits, trousers,
jackets, ties and leather accessories. Our exclusive designs provide customers the
best in contemporary international style & luxury. Each garment is crafted from the
most exotic cotton silk, linen and superfine wool, the best-in-the-world linings,
interlinings and threads sourced from around the globe.

Launched in 1986, Park Avenue is today, India's most admired formalwear brand. It
offers stylish and innovative wardrobe solutions to gentlemen for all their dressing
needs, be it Business, Evening, Leisure, Travel or Heritage Wear. The brand has
received several awards. Recently, it had the honor of being the 'Most Admired Brand'
at the Lycra Images Fashion Awards 2007 for the third consecutive year.

Crossing the gender divide, Park Avenue launched 'Park Avenue Woman' - a complete
range of Business Wear for women. ‘Park Avenue Woman’ is designed especially for
the working women professionals of today.
 ColorPlus is one of India's premium and most respected casual wear
brands offering customers a range of shirts, trousers, knits and survival gear. ColorPlus
constantly innovates processes and technologies offering buyers new worlds of
comfort. Some of the technological innovations it is well known for; include thermo-
fused buttons, golf ball wash, soft jeans, wrinkle free technology, stain-free fabric, and
the cone dyed technique.
Adding new color now to the woman’s wardrobe, ColorPlus recently launched
ColorPlus Woman - An exclusive range of smart-casual clothing.

Parx is a 'premium casual lifestyle' brand bringing customers a range of

stylish semi-formal and casual clothes that reflects the easy, relaxed attitude of the
energetic 22-30 year old. Parx was launched in 1999 to cater to the smart and
fashionable clothingsegment.

The burgeoning children's wear market has now turned stylish with Zapp! -
our range of stylish and fashionable kids wear. The brand brings to 4-12 years a wide
range of clothes, accessories, bed and bath linen and more. The first Zapp! store has
been launched in Ahmadabad with ten more on their way for kids across the country

Notting Hill reflects style and manifests originality of today's fashion-

conscious and discerning young professionals at an affordable price. The brand
collection features a spectrum of men's lifestyle products comprising of suits, shirts,
trousers, jeans, t-shirts and also accessories like ties, handkerchiefs and socks.

Since our inception in 1983 as Arrow Webtex, we have been manufacturing Elastic
and Non-Elastic Tapes. We have grown steadily and gradually, expanding our
capabilities as a Garment Trim Supplier by adding Woven Labels & Printed
Labels in 1992.

Merchandisers require that suppliers of trims have many qualities. To wit : quick
turnaround of samples, perfect colour matching, colour fastness, ability to process
multiple deliveries daily, offer real-time information and origination of innovative
products.
We have been perfecting systems on these very abilities. It is no wonder that we
process more than 85 orders a day “for customers” in and around India and produce
more than 10000 different items.

At Levi Strauss & Co., we market our products under leading brand names that are
among the most successful apparel brands in the world. Our Levi's® brand is one of
the most widely recognized brands in the history of the apparel industry.
From updating classics with the latest finishes, fabrications and colors, to reinventing
five-pocket jeans, we are always creating new, innovative products.

Founded in 1853 by Bavarian immigrant Levi Strauss, Levi Strauss & Co. is one of the
world's largest brand-name apparel marketers with sales in more than 110 countries.
There is no other company with a comparable global presence in the jeans and casual
pants markets. Our market-leading apparel products are sold under the Levi's®,
Dockers® and Levi Strauss Signature® brands.
Levi Strauss & Co. is privately held by descendants of the family of Levi Strauss.
Shares of company stock are not publicly traded. Shares of Levi Strauss Japan K.K.,
our Japanese affiliate, are publicly traded in Japan

The-BlackBerry is a UK designer label. All garments are designed by designers who

exclusively design for The-BlackBerry only. We promise you
the "exclusive and unique limited edition" designs that make your purchase individual
and exclusive. The-BlackBerry designs each season are based on the latest high
fashion trends usually found on the catwalk, the designers then blend the trend
together with The-BlackBerry's own styles to create individual designs that stand out.
As these designs are exclusively made for The-BlackBerry, you can be totally rest
assured when you purchase The-BlackBerry's garments, you don't only get the most
up to the minute high fashion but a genuine custom made designer piece which is not
available on the high street, any other online shops or eBay shops. The-BlackBerry
garments certainly are not common.
2004
A new Wrangler European print campaign is launched, "Wanted", representing a
poweful modern expression of Wrangler's root. Wrangler also celebrates 100 years of
manufacturing quality denim by producing Blue Bell by Wrangler, a Limited Edition
collection that reproduces the first Wrangler jeans right down to the last detail and is
only available at selected premium stores. Wrangler aso reworks the mainstream
collection, producing new fits using icons inspired by the very first jeans designed by
Rodeo Ben. The Wrangler brand is now recognized in 22 European countries.
2008
Wrangler is now embarking on a whole new stage in its advertising journey. In today's
society, our animal instincts are smothered by daily modern life, city-living and constant
technological developments. Wrangler's new strategic and creative platform seeks to
re-awaken our bottled-up instincts and to encourage who and what we fundamentally
are, by putting al that is pure, natural and instinctive back into Man. "WE ARE
ANIMALS": more than just a signature, a lasting statement.

Lee Apparel Company, Inc. is the second largest manufacturer of jeans in the United
States. The company, which got its start in the dry goods business before moving into
the production ofdenim clothing, leads in sales of women's jeans and holds a
significant share of other clothing markets as well. After focusing its production on work
clothes throughout the first half of the twentieth century, Lee took advantage of the
sales boom in fashion jeans throughout the 1960s and 1970s. Although its market
decreased considerably during the 1980s, the company has been rejuvenated through
its introduction of innovative new denim processing and finishing techniques.

Innovation in processing was complemented by development in equipment, as

Lee put in place computer technology to speed up its manufacturing processes. The
company opened a new distribution facility in Mocksville, North Carolina, in January,
1990, to warehouse and ship its products. By 1992, an industry-wide return to basics
had pushed up sales of jeans once again, and Lee introduced "Lee Basics," designed
to appeal to younger consumers. Anticipating higher sales, the company announced
that it would add 570 jobs to its payroll.
 BENEFITS OF THE STUDY

 To increase the satisfaction level of customer in DRESSLAND STORE.

 To give better experience to customer in DRESSLAND STORE.

 The store will get benefit by the research.

 It will give a better idea about the perception of the people.

 To know the consumer expenditure on consumption on clothes.

 FINDINGS
Respondents were asked to choose among four age group categories,
20-30, 30-40, 40-50 . The age groups were identified as key factors impacting
shopping and purchase decisions of men. By analyzing the responses to this
question we can identify the demographics of the peoples that visit retail outlets.

The highest number of respondents falls in the age group 20-30 as

well as the age group of 30-40 yrs. men approached were asked about their
frequency in visits to shops. The frequency points furnished were: Once a month,
once in a week, daily. By analyzing the responses to this question, we can identify the
number of times a men is likely to shop in a month’s time.

most of the customers are satisfied by shopping in DRESSLAND due

to the multi branded shop
 LIMITATION

 There is the possibility of ambiguous replies from the respondents which can give
untrue or misleading result.

 Few people did not have the time to fill up or answer the Questionnaire.

 The responses are quite objective in nature.

 Due to the time limitation, sample size could not more than 100. There is a limit
of the information that can be collected in a single survey.

 There was low rate of return of the dully filled in questionnaire due to the
biasness of the respondents.

 Few people were not responding as expected from them and they were
considering survey a useless activity.
 BIBLIOGRAPHY

RK SARMA- Research Methodology

Websites-

www.google.com

www.yahoo.com
 CONCLUSION

 The people are much aware about branded garments.

 Customers prefer to purchase from any branded garments from DRESS LAND
because of its availability.

 Dress land emerges as the best known multi branded store in VANARAS.

 Maximum number of customers feel, satisfied with branded garments.

 High pricing charges are the biggest barriers which dilute the low class
customer’s choice for branded garments.
 The changing trend of fashion and quality is the biggest cause that shifts
customer’s choice from unbranded to brand.

 Exchange policies, variety, quality, favorites services that branded garments

provide to their customers.

SUGGESTIONS

 The branded garments should give some discount on purchasing.

 The branded garments should also emphasis over services offered along with
products.

 Branded garments should keep range for each type of income group.

 Companies should update & bring some changes to the schemes time to time.

 Sales staff must improve and must pay more attention towards customers.
  Maturity of schemes, exchange policies & billing consume longer time of
customers. So, it should be improved.

QUESTIONNAIR

Dear Sir,

I am Arabinda kumar jain, student of PGDM-RM 1st semester from School Of

Management Sciences Varanasi doing project on the topic “Customer Experience &
Satisfaction level at DRESSLAND” retail store in Varanasi as part of my academic
curriculum. I promise that the data provided by you will be kept confidential.

LET US KNOW ABOUT YOU

NAME: ……………………………………………………………………

IN WHICH PART OF VARANASI DO YOU LIVE……………………

INCOME (yearly): ………………

GENDER……..

AGE: ………

OCCUPATION: ………

DATA INTERPRETATION

The tools and methods of data collection identified earlier were employed to gather
data on buying behaviour of men on organized retail in Varanasi. The data accrued,
especially from the interviews and questionnaires circulated, are tabulated and
depicted on graphs in the following pages. The data thus gathered and tabulated is
analysed. The data is then scrutinized and relevant interpretations are drawn.

The major objectives of analysis of data are:

 1. To evaluate and enhance data quality
2. Describe the study population and its relationship
3. Examine effects of other relevant factors
4. Seek further insight into the relationships observed or not observed
5. Evaluate impact or importance

The data collection plan, including procedures, instruments, and forms, was designed
and pre-tested to maximize accuracy. All data collection activities were monitored to
ensure adherence to the data collection protocol and to prompt actions to minimize and
resolve missing and questionable data. Monitoring procedures were instituted at the
outset and maintained throughout the study, since the faster irregularities can be
detected; the greater the likelihood that they can be resolved in a satisfactory manner
and the sooner preventive measures can be instituted.

Age

0-30 years 32
30-40 years 12
40-50 years 2
more than 50 years 4
Interpretation

From the tabulated data depicted above and responses of the people, it is evident that males are
goes more than the females towards DRESSLAND.

Income

1-2 lakhs 14
2-4 lakhs 16
4-6 lakhs 28
No income 42
Interpretation

From the tabulated data depicted above and responses of the people, it is evident that no
income groups ( mostly bachelor) are move towards to DRESSLAND.

1. What influences you to purchase the brand from garments from

DRESSLAND?

Multi Branded 28
Range of Product 14
Environment 6
Good quality 34
Latest design 12
Trust 6
Analysis

From the table and pie chart depicted above, influence to purchase the garments on
DRESS LAND. Of the 100 respondents who answered the questionnaire, 28% of the peoples said
that they preferred DRESSLAND because multi branded clothes available there.14% of peoples goes
there because of range of the product.6% due to the environment.6% of the peoples enjoy
environment and most of the people (34%) preferred to shop at dressland for good quality.12%
peoples goes for latest design and 6% of the people are of the view that dressland dive them trust.

Interpretation
 This question is aimed at understanding the influence to purchase the garments on DRESS
LAND. From the tabulated data depicted above and responses of the people, it is evident that
a slightly higher number of respondents are agreeing to purchase the brand products because
of the environment of retail stores.

2. Are you satisfy with the parking space provided by them?

Highly satisfied 4
Satisfied 48
Not satisfied 44
Highly dissatisfied 4
Analysis

From the table and bar chart depicted above, parking space on DRESS LAND. Of the 100
respondents who answered the questionnaire, Only 4% of the peoples said that they are highly
satisfy with the parking space.48% of peoples are satisfy with space, 44% of the peoples are not
satisfy and 4% are highly dissatisfied.

Interpretation

 This question is aimed at understanding the, parking space on DRESS LAND.

 From the tabulated data depicted above and responses of the people, it is evident that a
slightly higher number of respondents are highly satisfied as compare to people who are not
satisfied of retail store.

3. Do you easily find that product which you are looking for in the store?

Always 36
Sometimes 46
Never 10
Can’t Say 8
Analysis

From the table and bar chart depicted above, parking space on DRESS LAND. Out of the 100
respondents who answered the questionnaire, only 36% of peoples says that they always able to find
their desired product, 46% of the people says that they unable to get their desired product, 10% never
able to get their product and 8% of the peoples unable to answer.

Interpretation

 This question is aimed at understanding the product availability looking for in the store on
DRESS LAND.
 From the tabulated data depicted above and responses of the people, it is evident that a higher
number of respondents are unable to get their desired product

4. Do you satisfied with the behavior of the employee?

Satisfied 72
Not satisfied 18
Highly satisfied 10
Highly dissatisfied 0
Analysis

From the table and bar chart depicted above, parking space on DRESS LAND. Of the 100
respondents who answered the questionnaire, only 72%of the peoples say that they are satisfied with
the behavior of the employees of DRESSLAND, 18% of peoples are not satisfied and 10% of the
peoples are highly satisfied with the behavior.

Interpretation

This question is aimed at understanding the, parking space on DRESS LAND.

From the tabulated data depicted above and responses of the people, it is evident that higher number
of respondents are highly satisfied as compare to people who are not satisfied of retail store.

5. Do you think that the employees of the store are able to directly handle
your problems?
 Always 50
Sometimes 34
Never 12
Can’t Say 4

Analysis

From the table and bar chart depicted above, handle problem on DRESS LAND. Of the 100
respondents who answered the questionnaire, only
50%of the peoples say that employees of DRESSLAND always handle the problems of the
customers, 34% of peoples says that sometimes, 12% of the peoples response that the employees
never handles the problem and 4% cannot say.

Interpretation

This question is aimed at understanding the, handle problem on DRESS LAND.

From the tabulated data depicted above and responses of the people, it is evident that half numbers
of respondents are highly satisfied with the handling problem in the retail store.

6. How is the speed of the cashier?

 Very fast 14
Slow 14
Fast 68
Very slow 4

Analysis

From the table and bar chart depicted above, about the speed of the cashier on DRESS LAND. Of
the 100 respondents who answered the questionnaire, only Only14% of the peoples say that the
speed of the cashier is very fast, again 14% of the peoples say cashier’s speed is slow,68% of the
peoples say that fast and only 4% people says that speed of cashier is very slow.

Interpretation

This question is aimed at understanding the, handle problem on DRESS LAND.

From the tabulated data depicted above and responses of the people, it is evident that high numbers
of respondents are agreeing that speed of cashier is fast.

7. Are you satisfied with after sales service?

 Highly satisfied 8
Not satisfied 24
Satisfied 64
Highly not satisfied 4

Analysis

From the table and bar chart depicted above, the influence of after sales service. Of the 100
respondents who answered the questionnaire, 8% replied that they are highly satisfied with the after
sales service of DRESSLAND, 24% of peoples are not satisfied, 64% of the peoples are satisfied with
the after sales service and only 4% are highly dissatisfied.

Interpretation

 This question is aimed at understanding the satisfaction of the people of after sales service at
retail shop.
 From the tabulated data depicted above and responses of the people, it is evident that a
slightly higher number of respondents are satisfied with the after sales service.

8. How much money do you monthly expend at DRESSLAND?

 Below 1000 26
1000-2000 48
2000-5000 14
More than 5000 12

Analysis

 From the table depicted above, the influence of spent money for the shopping of product in
organized retailing. Of the 100 respondents who answered the questionnaire, 26% replied that
they are spent below 1000 in a month. This accounts for 48% of the respondents, who
indicated the choice 1000 to 2000, 14% are say they spent 2000 to 5000 and 12% are replied
that say they spent more than 5000.

Interpretation

 From the tabulated data depicted above and responses of the people, it is evident that a
slightly equal number of respondents are agreeing to spent 2000 to 5000 and more than 5000
spent for the products on retail stores.
9. How many times you come for the shopping?

Once in a month 54
Once in a year 8
Once in a week 30
Any other………………. 8

Analysis

 From the table and bar chart depicted above, the influence of need for the shopping in a
month. Of the 100 respondents who answered the questionnaire, 54% replied that they are
going once in a month for the shop. This account for 30% of the respondents, who indicated
the choice once in a week, 8% are say once in a year and 8% are say any other.

Interpretation

 This question is aimed at understanding the awareness and numbers of times which are
peoples come for the shopping at retail shop.
 From the tabulated data depicted above and responses of the people, it is evident that a
slightly higher number of respondents are agreeing to they come once in a month for the
shopping on retail stores.
10. Would you like to visit the store again?

Yes 60
Sometimes 16
No 14
I can’t Say 10

Analysis

 From the table and pie chart depicted above, the influence of shopping at shopping malls or
branded store of men is evident. Of the 100 respondents who answered the questionnaire, 60
replied that they are agreeing to shop at DRESSLAND again. This accounts for 16% of the
respondents who indicated they will come for sometimes,14% of the people say no and 10%
says that cann’t say.

Interpretation

 From the tabulated data depicted above and responses of the respondents, it is evident that a
slightly higher number of respondents give much importance to Shopping at DRESSLAND
again. The numbers of other responses are very less.so we can easily say that most of the
respondent’s ends are satisfied with the DRESSLAND.
11-Decide your whole experiences & satisfaction with these points at
DRESSLAND…

2 1 0 -1 -2
Good Bad ambience
ambience
Good relation Bad relation of
of employees employees
Presence of Absence of
quality product quality product
Good range of Bad range of
product product
Best pricing Wrong pricing
strategy strategy
High variety of Low variety of
products products

11-Any suggestions for DRESSLAND

……………………………………………………………………………………………………
……………………………………………………………………………………………………
……………………………………………………………………………………………………
………………………………………………………………………………
11(a) ambience of the store
Excellent 2 52
Good 1 18
Normal 0 16
bad -1 6
Very bad -2 8

Analysis

 From the table and pie chart depicted above, the influence of ambiance at dressland of
peoples is evident. Of the 100 respondents who answered the questionnaire, 52 replied that
the ambiance of the store is excellent, 18 replied that it is good,6 said bad and only 8 people
said that very bad,16 peoples replied that it has normal ambiance.

Interpretation

 From the tabulated data depicted above and responses of the respondents, it is evident that a
higher number of respondents like the ambiance of the store of the DRESSLAND. A very less
number of people said that they are not like the ambiance.
11(b) relation of employee

excellent 2 28
good 1 52
normal 0 16
bad -1 2
Very bad -2 2

Analysis

 From the table and pie chart depicted above, the relation of employees of dressland is
evident. Of the 100 respondents who answered the questionnaire, 28 replied that the
employees have excellent relation towards the customers, 52 replied that it is good,16 said
normal,2 peoples said that it is bad and 2 people are highly disagree in this statement.

Interpretation

 From the tabulated data depicted above and responses of the respondents, it is evident that a
less number of respondents like the relation of the employees of the store of the DRESSLAND
as compare to the people who are highly satisfied with the relation.
11( c )Presence of quality product

excellent 2 34
good 1 40
normal 0 20
bad -1 6
Very bad -2 0

Analysis

 From the table and pie chart depicted above, the relation of employees of dressland is
evident. Of the 100 respondents who answered the questionnaire, 34 replied that the
employees have excellent relation towards the customers, 40 replied that it is good,20 said
normal,6 peoples said that it is bad and no people are highly disagree in this statement

Interpretation

From the tabulated data depicted above and responses of the respondents, it is
evident that a less number of people are highly satisfied as compare to the peoples
who are satisfied with the product.
11(d)Range of the product

excellent 2 28
good 1 42
normal 0 12
bad -1 16
Very bad -2 2

Analysis

 From the table and pie chart depicted above, the relation of employees of dressland is
evident. Of the 100 respondents who answered the questionnaire, 28% replied that the store
have excellent range of products, 42% replied that it is good,12% said normal,16% peoples
said that it is bad and only 2% peoples are said that store has very bad range of products.

Interpretation

 From the tabulated data depicted above and responses of the respondents, it is evident that a
lesser number of respondents like the range of the product as compare to the people who said
it is just satisfied in the dressland.
11(e)Pricing strategy

excellent 2 52
good 1 18
normal 0 16
bad -1 6
Very bad -2 8

Analysis

 From the table and pie chart depicted above, the relation of employees of dressland is
evident. Of the 100 respondents who answered the questionnaire, 52% replied that the store
have excellent pricing strategy, 18% replied that it is good,16% said normal,6% peoples said
that it has bad and only 8% peoples are said that store has very bad pricing strategy.

Interpretation

 From the tabulated data depicted above and responses of the respondents, it is evident that a
higher number of respondents like the pricing strategy of the products and the store have good
pricing strategy.
11(f) Variety of the products

excellent 2 52
good 1 18
normal 0 16
bad -1 6
Very bad -2 8

Analysis

 From the table and pie chart depicted above, the relation of employees of
dressland is evident. Of the 100 respondents who answered the questionnaire,
32% replied that the store have excellent variety of the products, 36% replied that
it is good, 22% said normal, 10% peoples said that it has bad and no peoples said
that store has very bad variety in dress land.

Interpretation
 From the tabulated data depicted above and responses of the respondents, it is
evident that a higher number of respondents satisfied with the variety of the
products of dressland