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ACKNOWLEDGEMENT

I take this opportunity to express my profound gratitude

and deep regards to my guide, Mr. SHIV KUMAR BELLI,
Customer Experience Management and Retail Operations
Department, National Institute of Fashion Technology for
his exemplary guidance and monitoring for this research.

I also take this opportunity to express a deep sense of

gratitude to National Institute of Fashion Technology for
providing me with this opportunity.

Lastly, I thank the almighty, my parents and friends for

their constant encouragement without which this
assignment would not be possible

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 ABOUT PUMA : FOREVER FASTER

Sport has the power to transform and empower us. As one of the world’s
leading sports brands, it is only natural that we want to stand on the same
playing field as the fastest athletes on the planet. To achieve that, the PUMA
brand is based on the very values that make an excellent athlete. Puma brand is
a German multinational corporation founded in 1948 that designs and
manufactures athletic and casual footwear, apparel, and accessories, which is
headquartered in Herzogenaurach, Bavaria, Germany. Puma is the third largest
sportswear manufacturer in the world. Puma offers products
or Basketball, Football, Running, Training and Fitness, Golf, Motorsports and
Sport style. Puma promotes health and safety of the consumers as well as the
protection and preservation of the environment.
Store studied – Puma Store jodhpur, Rajasthan.
Division of Operations: - Footwear Range: cross training, motor sports, running,
soccer, tennis, and other activities.
Apparel line: t-shirt, track jackets, pants, and hooded sweatshirts.
Accessories: backpacks, wallets, sippers, headwear, socks, and utility bags.

IN-STORE CLEANLINESS AND APPEARANCE

It was a sunny afternoon when I visited the Puma Store in my city. Starting from
the exact first thing that came into my sight, the parking lot. There was enough
space available right in front of the store so anyone could access the store
easily. I luckily got the right spot for parking as the store is in the heart of the
city and is full at peak hours.
Afterward, when I entered the store, the first and foremost step, that is, proper
hygiene was taken care of by the staff themselves. There were proper covid-19
precautionary measures that were looked after as well. The entry gate of the
store had a signboard - “no mask no entry” and asked me to sanitize my hands
as well.

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The store window display was appealing enough to grab my attention, there
was a big red Puma signboard outside the store with two mannequins who were
wearing the latest winter sporty collection shadowing the glass showroom.
The store was a single-story building and was quite spacious as well as
exceptionally clean from inside. While entering the Puma store, I noticed that
everything was in the right place and in good condition. The store even offered
proper sitting arrangements for visitors and their customers. The aisles were
very well organized, stacked, and had enough space to walk in and around
freely.
The store was filled with big sized mirrors for visitors to check outfits and
accessories. There were two trail rooms build in at the end of the store as well.
The only disadvantage of the store that I found less appealing was that there
was no availability of washrooms. Also, no path for the physically challenged or
disabled visitors.

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PRODUCTS AVAILABILITY AND MERCHANDISING
The Puma store in Jodhpur caters to multiple
categories like Apparel, Footwear, and
Accessories for men and women. The products
displayed were according to the current trend,
season, and situation. All of them were
meticulously
organized and perfectly placed in the form of
stacks or trails. They even followed a proper
colour scheme. It was quite easy and convenient
to find the size and style I was looking for as
there was no sale at that time. Also, the sales
representatives were extremely helpful and
responsive.
I would rate them 5 out of 5 for the store
merchandise arrangement. Now, talking about the money value of the products,
the prices are good for the upper-middle and rich class but a little high for the
lower middle class.

EMPLOYEE BEHAVIOUR
The Puma store in total had 5 employees but at the time I visited the store there
were only two of them present. Both the representatives were male, and they
were following the dress code for the store as well i.e., black puma t-shirt and
trousers with white sneakers. It represented the idea which the brand wanted
to convey. Their behaviour was welcoming and approachable, they seemed to
be knowledgeable enough about the products they were selling. They were
equipped with experience and good communication skills which helped me to
take a proper buying decision. They were standing true to the standards which
one expects from the brand.
Their friendly and helpful when needed is a plus point to be added to the store
analysis. I was attended by one of the male employees who made himself
available immediately and greeted me.

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The sales representatives in the store were well equipped and kept their
distance following the guidelines.
They understood my need and wants and provided me in appropriate
suggestions and recommendations. At last, I would like to say that my
experience with that employee was up to my expectations and would overall
rate them 5 out of 5 for being attentive, responsive, and living to my
expectations.

PART OF PURCHASE AND FACILITIES

The store depicts the main aim of the brand which is passionate about
designing, developing, selling, and marketing footwear, apparel, and
accessories. In 70 years, PUMA has established a history as creator of fast
product designs for the fastest athletes on the planet and the store is a small
example of the same.
Firstly, talking about the trial rooms, there were two trial rooms at the end of
the store; available on time irrespective of the peak hours and were in good
condition.
Secondly, I observed that the cash counter was on the right side after entering
the store stacked with accessories to attract more visitors.
I was intrigued and surprised by the fact that all the items and accessories were
up to date and stocked up matching the latest fashion trends.
As it is a sportswear brand, there was no choice given to the customers to alter
or resize the products they bought. The checkout process was easy and
timesaving. To my surprise, they were playing their part in saving trees and
contributing to a sustainable environment by generating bills over emails or
SMS. They even collected information about the visitors and customers to keep
them updated by messaging about the offers, loyalty programs, or sales.

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 CONCLUSION

During the study on Puma, one of the most favoured brands

worldwide. I got to know that it is the third-largest athletic wear
company in the world in Germany. Despite their renowned brand
name in the market, they are striving hard to remain relevant to their
target market due to fast fashion and market trends.
In my opinion, Puma can educate its users with its new, fashionable,
and innovative product offerings and build up their market share and
brand loyalty.
These learnings will help me to be aware of the working dynamics of
the fashion industry to contribute to it to my best potential in the
future aspects of my life. It would also help me become a responsible
fashion enthusiast who will try her level best to provide you the
experience of a lifetime which will be cherished in the future by the
generations to come.

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 APPENDIX
• Puma store Jodhpur, Rajasthan
• https://in.puma.com/

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