Customer Experience Study of Brand Factory Hubli

THE STUDY ON CUSTOMER EXPERIENCE TOWARDS BRAND FACTORY,
HUBLI
INTODUCTION
Retailing in India is one of the pillars of its economy and accounts for about 10 percent of
its GDP. The Indian retail market is estimated to be US$ 600 billion and one of the top five
retail markets in the world by economic value. India is one of the fastest growing retail
markets in the world, with 1.2 billion people.
It accounts for over 10% of the country's gross domestic product (GDP) and around eight%
of the employment. India is the world's fifth-largest global destination in the retail space.
India ranked 73 in the United Nations Conference on Trade and Development's Business-to-
Consumer (B2C) E-commerce Index 2019.
Brand Factory is a chain of retail stores operated by Future Group. Its head office is in
Mumbai. Launched in September 2006, it has 100 stores across 50 cities in India as of
December 2018. It is India's largest discount retail chain and offers a wide range of apparel
brands in different categories for men, women, infants, accessories, cosmetics, footwear,
sportswear and luggage. The chain plans to expand its number of outlets to 100 by 2018.
The outlets are between 10,000 and 150,000 square feet in size and hosts several Indian and
International fashion brands like Buffalo, Jack & Jones, Levis, Pepe Jeans, Wrangler,
Provogue, Arrow, Nike, Adidas, Reebok, Louis Phillippe, Ed Hardy, Allen Solly, Lee
Cooper, WROGN and Gini & Jony.[6] It has stores in Amritsar, Chennai, Bhilai, Raipur,
Bhubaneswar, Cuttack, Kanpur, Kolkata, Kollam, Hyderabad, Asansol, Bangalore, Mysore,
Hubli, Jabalpur, Indore, Mangalore, Coimbatore, Guwahati, Trivandrum, Ahmedabad,
Mumbai, Bhuj, Thane, Nagpur, Ujjain, Vijayawada, Visakhapatnam, Pune, Kalyan, Calicut,
Patna, Vadodara, Salem, Lucknow, Agra, Nashik, Surat, Rajkot, Jaipur, Margao, Thrissur
and Aurangabad
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INDUSTRY PROFILE
RETAIL INDUSTRY
RETAIL INDUSTRY OVERVIEW
The word ‘retail’ springs from the French word retailer this implies “To cut off a piece or to
break bulk”. In simple terms it implies first- hand transaction with the customer.
Retail is India’s largest industry. The origins of retailing in India will be traced back to the
emergence of Kirana stores and mom-and-pop stores. These stores accustomed cater to the
local people. Eventually the government supported the agricultural retail and lots of
indigenous franchise stores came up with the assistance of Khadi & Village Industries
Commission. The economy began to open up within the 1980s leading to the change of
retailing. The primary few companies to return up with retail chains were in textile sector,
for instance, Bombay Dyeing, S Kumar's, Raymonds, etc. Later Titan launched retail
showrooms within the organized retail sector. With the passage of time new entrants moved
on from manufacturing to pure retailing.
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Comprising of organized and unorganized sectors, Indian retail industry is one in every of
the fastest growing industries, especially over the previous couple of years. Though
initially, the retail industry in India was mostly unorganized, with the change of tastes and
preferences of the consumers; the industry is getting more popular nowadays and getting
organized likewise. With growing market demand, the industry is anticipated to grow at a
pace of 25-30% annually. Modern retailing has entered into the country and is observed
within the kind of bustling shopping centers, multi stored malls and large complexes that
provide shopping, entertainment and everything under one roof. An outsized young working
population with medium age of 24 years, nuclear families in urban areas, together with
increasing working women population and emerging opportunities within the service sector
are the key factors within the growth of the organized retail sector in India.
In the backdrop of evolutionary times plus day to day disruptions, stores like Shoppers
Stop, Planet M, Crosswords, Pantaloons etc. entered the market within the 1990s, followed
by some shopping malls, malls and supermarkets. Thus, from early 90s to about 2005,
shoots of organized retail started emerging in India. 2005 onwards marked a phase of
growth and stabilization where large corporate like Reliance, Aditya Birla, Godrej etc.
entered and grew their retail business. Retail became the ‘buzzword’ and therefore the
industry to be in. within the decade the industry saw many ups and downs and some groups
also exited retail which weren't having the ability to grow and compete within the sector.
An outsized number of International brands and retailers also entered India during this
phase, many of them like Zara and H&M becoming extremely successful while the others
still struggle to search out a footing. Currently, driven by strong macroeconomic factors,
India is one amongst the fastest growing economies globally and also the fourth largest
retail market within the world. It thus holds an awfully strong position as far as its market
potential is worried. It provides a powerful platform for consumers, distributors,
manufacturers and ancillary sectors like transportation, logistics, cold chains etc. Retailers
are continuously trying to completely tap the depth of this potential by making use of latest
technologies together with next gen tools like data analytics, social commerce, CRM
solutions etc. which form the backbone of recent retailing.
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The burgeoning millennial population, growing middle income households and increasing
women workforce provide a highly positive outlook for the retail businesses in India.
Fuelled by these factors, the Indian retail industry is predicted to grow from US$ 790 billion
in FY 2019 to US$ 1400 billion by FY 2024, because the overall economy crosses the US$
5 trillion mark. As internet penetration increases, more international retailers founded shops
in India and established Indian brands and retailers set themselves on a high growth
trajectory, the share of organized retail market is anticipated to extend from 12 percent in
FY 2019 to 25 percent in FY 2024.The e-commerce market itself is estimated to grow from
US$ 24 billion in FY 2019 to US$ 98 billion in FY 2024. Going forward, given the strong
retail and consumer outlook, India is predicted to witness redefining trends which can shape
the longer term of the retail market.
Consumer experience are the key focus of the retailers, while technology will play a vital
part in increasing sales still as facilitating the enhancement of consumer experience
throughout their shopping journey. The following 10-12 years are the defining years for
Indian retail because the market will mature and arranged retail will penetrate deeper into
smaller cities and towns. While on one side more international brands and retailers across
categories and formats will aggressively enter and grow the Indian business, India will
become the key growth marketplace for those already present. Technology will replace
many ‘human roles’ in retail and new ways to emotionally connect with consumer will
evolve. New markets will develop, and new channels will disrupt and reshape the markets.
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Global Fashion Retail Sector:
The international apparel market is admired at USD 3 trillion, as well as records for 2% of
the global GDP. The apparel business incorporates numerous associate enterprises, for
example, men's wear, ladies wear and sport's wear.
• Women's wear business is esteemed to USD 620billion.

• Men's wear business is valued at USD 400billion.
• Retail value of the comfort goods market is USD 340billion.
• Children's wear had a universal retail value of USD 18Sbillion.
• Sports footwear is esteemed at USD 89billion.
• Wedding wear business is valued at USD 59billion.
Development Scenario
The Indian retail trading has received Foreign Direct Investment (FDI) equity inflow
totalling US$ 3.47 billion during April 2000-March 2021, according to Department for
Promotion of Industry and Internal Trade (DPIIT).
With the rising need for consumer goods in different sectors including consumer electronics
and home appliances, many companies have invested in the Indian retail space in the past
few months.
India’s retail sector attracted US$ 6.2 billion from various private equity and venture
capital funds in 2020.
According to a report by PGA Labs and Knowledge Capital, investors had put in US$
1.4 billion into D2C companies between 2014 and 2020. The sector recorded an
investment of ~US$ 417 million in 2020.
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In July 2021, DP Retail, a subsidiary of Darwin Platform Group of Companies

(DPGC), entered the retail space with the launch of its first megastore in Andheri,
Mumbai. The company would be opening other self-owned exclusive stores at five
locations in Mumbai. The launch signifies the DPGC’s ambitious plan to leverage
potential of the Indian retail space. DP Retail plans to invest Rs. 1,000 crore (US$
134.43 million) in FY21 to expand in other cities and allocated Rs. 100 crore (US$ 13
million) towards market penetration across the omnichannel retail business (including
an innovative franchise model). In July 2021, Dyson announced to increase its retail
presence to 12 stores.
Tanishq, Shoppers Stop and Bestseller India (sells fashion brands Vero Moda, ONLY
and Jack & Jones) plan to add 10-35 stores in FY22.
In 2021, Lenskart received US$ 315 million funding from Falcon Edge Capital,
Temasek Holdings, KKR. The company plans to use the proceeds to expand its retail
footprint in Southern India.
Flipkart hired 23,000 individuals in India between March and May 2021 in various
capacities across its supply chain, including delivery executives, to strengthen the
supply chain.
In May 2021, Big Bazaar rolled out its two-hour delivery service in small cities, such
as Bhopal, Mangalore, Raipur, Ranchi, Guwahati, Kanpur, Lucknow, and Varanasi,
and recorded a boost in orders over the past weeks.
In April 2021, Flipkart expanded its hyperlocal delivery service Quick to six new
cities including Delhi, Gurugram, Ghaziabad, Noida, Hyderabad, and Pune as the
demand for essential goods on e-commerce platforms surges amid the second wave of
the pandemic.
In March 2021, AP Group announced an expansion plan for their Italian brand – Just
Cavalli in India with the launch of 200 offline stores in 2021.
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In March 2021, Realme announced to expand retail footprint in India with flagship
stores; it is planning to launch its first flagship store (over a 10,000 sq. ft. area) in
Gujarat.
On March 25, 2021, Xiaomi introduced a new initiative ‘Develop with Mi’ (GWM).
GWM plans to have 30,000 touchpoints in a year and 6,000+ retail stores in the next
two years.
In March 2021, ASICS expanded its retail concept in India with a new store in
Bengaluru.
In March 2021, Vivo announced plan to open ~100 exclusive retail stores across India
in 2021; aims to cross the 650-store mark in India by 2021.
In March 2021, Unicorn, a premium Apple reseller, announced plan to launch 4-6
new flagship stores in India by FY22.
In March 2021, Mi India launched a Rs. 100-crore (US$ 13.62 million) support plan
over the next two years for its retail partners.
In February 2021, Greyweave, a hand-made carpets and rugs brand, announced to

invest Rs. 75 lakh (US$ 102,875.65) for the firm's offline expansion plan.
FACTORS DRIVING THE GROWTH OF INDIAN RETAIL

MARKET
Indian consumption and retail market growth is basically supported by the

subsequent factors:
• Burgeoning Millennial Population and Changing Outlook towards Spending
• Increasing Women Workforce
• Growing Wallet Share and Price Trade-Off
• Growth of Markets
• Growth of Malls
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GLOBAL SCENARIO
Indian retail industry has emerged together of the foremost dynamic and fast-paced
industries because of the entry of several new players. Total consumption expenditure
is predicted to achieve nearly US$ 3,600 billion by 2020 from US$ 1,824 billion in
2017. It accounts for over 10% of the country’s gross domestic product (GDP) and
around eight% of the use. India is that the world’s fifth-largest global destination
within the retail space.
India ranked 73 within the United Nations Conference on Trade and Development's
Business-to-Consumer (B2C) E-commerce Index 2019. India is that the world’s fifth
largest global destination within the retail space and ranked 63 in World Bank’s
Doing Business 2020.
India is that the world’s fifth largest global destination within the retail space. In FDI
Confidence Index, India ranked 16 (after US, Canada, Germany, UK, China, Japan,
France, Australia, Switzerland, and Italy).
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MARKET SIZE
Retail industry reached US2020. Online retail sales were forecast to grow 31% y-o-y
to succeed in US$ 32.70 billion in 2018. Revenue generated from online retail is
projected to succeed in US$ 60 billion by 2020.
Revenue of India’s offline retailers, also referred to as brick and mortar (B&M)
retailers, is predicted to extend by Rs. 10,000-12,000 crore (US$ 1.39-2.77 billion) in
FY20.
According to the bottom Zero Series findings of the firm Red Seer, the retail sector
are anticipated to recover ~80% of pre-Covid revenue (amounting to US$ 780 billion)
by end-2020.
India is anticipated to become the world’s fastest growing E-commerce market, driven
by robust investment within the sector and rapid increase within the number of
internet users. Various agencies have high expectations about growth of India’s E-
commerce market.
After an unprecedented decline of 19% within the January-March 2020 quarter, the
FMCG industry displayed signs of recovery within the July-September 2020 quarter
with a y-o-y growth of 1.6%. The expansion witnessed within the fast-moving trade
goods (FMCG) sector was also a mirrored image of positivity recorded within the
overall macroeconomic scenario amid opening of the economy and easing of
lockdown restrictions.
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INVESTMENT SCENARIO
The Indian retail trading has received Foreign Direct Investment (FDI) equity inflow
totaling US$ 3.44 billion during April 2000-December 2020, in keeping with
Department for Promotion of Industry and Internal Trade (DPIIT).
With the rising need for goods in numerous sectors including consumer electronics
and residential appliances, many companies have invested within the Indian retail
space within the past few months.
India’s retail sector attracted US$ 6.2 billion from various private equity and working
capital funds in 2020.
In February 2021, Greyweave, a hand-made carpets and rugs brand, announced to

speculate Rs. 75 lakh (US$ 102,875.65) for the firm's offline expansion plan.
In February 2021, Benetton India announced to open 30-40 new stores to strengthen
its presence within the Indian market. The corporate will launch its online store within
the half of the year.
In December 2020, Singapore’s sovereign wealth fund, GIC Pte Ltd. and ESR
Cayman Ltd. formed a JV to develop and get industrial and logistics assets worth US$
750 million in India
In September 2020, US private equity firm Silver Lake announced conceive to invest
Rs. 7,500 crore (US$ 1.00 billion) in Reliance Retail, which marks the second
billiondollar investment by Silver Lake during a Reliance Industries subsidiary after
the US$ 1.35 billion investment in Jio Platforms earlier in 2020.
Walmart Investments Cooperative U.A invested Rs. 2.75 billion (US$ 37.68 million)
in Wal-Mart India Pvt Ltd. Walmart Inc. plans to extend exports from India by 3x to
US$ 10 billion by 2027, up from US$ 3 billion at the moment.
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Retail investors boosted their shareholdings in Indian companies to an 11-year high in

September 2020, with first-time investors continuing to feature more cash into
equities. In keeping with Prime Database, shareholding of retail investors in 1,605
listed companies hit an 11-year high of seven.01% and witnessed ~3.4 million new
‘Demat accounts from July 2020 to September 2020.
In November 2020, OnePlus, the Chinese smartphone maker, launched ‘OnePlus
Nizam Palace’ in Hyderabad, touted as its largest experience store worldwide that's
spread across 16,000sq.ft. .The corporate also announced plans to speculate Rs. 100
crore (US$ 13.51 million) towards penetration across the omnichannel retail business,
including extension of offline experience beyond metro cities with new retail
partnerships.
In April 2020, Amazon India announced to take a position Rs.10 crore (US$ 1.3
billion) to strengthen its pilot ‘Local Shop on Amazon’ programme, which added
>5,000 local shops and retailers on the platform from >100 cities.
Government Initiatives
The Government of India has taken various initiatives to improve the retail industry in
India. Some of them are listed below:
• In July 2021, the Andhra Pradesh government announced retail parks
policy 2021-26, anticipating targeted retail investment of Rs. 5,000 crore
(US$ 674.89 million) in the next five years.
• Government may change Foreign Direct Investment (FDI) rules in food
processing in a bid to permit E-commerce companies and foreign retailers
to sell Made in India consumer products.
• Government of India has allowed 100% FDI in online retail of goods and
services through the automatic route, thereby providing clarity on the
existing businesses of E-commerce companies operating in India.
• The government’s focus to improve digital infrastructure in Tier 2 and Tier
3 markets would be favourable to the sector.
• The Minister of MSME announced inclusion of retail and wholesale trades
as MSMEs. Retail and wholesale trade will now get the benefit of priority
sector lending under the RBI guidelines.
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Road Ahead:
E-commerce is expanding steadily in the country. Customers have the ever-increasing
choice of products at the lowest rates. E-commerce is probably creating the biggest
revolution in retail industry, and this trend is likely to continue in the years to come.
Retailers should leverage digital retail channels (E-commerce), which would enable
them to spend less money on real estate while reaching out to more customers in tier
II and tier III cities.
By 2024, India's e-commerce industry is expected to increase by 84% to US$ 111
billion, driven by mobile shopping, which is projected to grow at 21% annually over
the next four years. In 2020, the most common payment methods online were digital
wallets (40%), followed by credit cards (15%) and debit cards (15%). Online
penetration of retail is expected to reach 10.7% by 2024 versus 4.7% in 2019.
Nevertheless, long-term outlook for the industry looks positive, supported by rising
income, favourable demographics, entry of foreign players, and increasing
urbanisation.
Retail:
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Executive summary
• FMCG sector is the fourth-largest sector in the Indian economy, with

household and personal care accounting for 50% of FMCG sales.
• After an unprecedented decline of 19% in the January-March 2020 quarter, the
FMCG industry displayed signs of recovery in the July September 2020
quarter with a y-o-y growth of 1.6%. The growth witnessed in the fast-moving
consumer goods (FMCG) sector was also a reflection of positivity recorded in
the overall macroeconomic scenario amid opening of the economy and easing
of lockdown restrictions.
• Increasing participation from foreign and private players will boost retail
infrastructure.
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Advantage India
1. Robust Demand
✓ According to the Retailers Association of India (RAI), the retail industry
achieved 93% of pre-COVID-19 sales in February 2021; consumer
durables and quick service restaurants (QSR) increased by 15% and 18%
respectively.
✓ Increasing purchasing power has led to growing demand.
2. Innovation in financing
✓ Collective efforts of financial houses and banks with retailers are enabling
consumers to go for durable products with easy credit.
3. Increasing Investment
✓ Foreign retailers entering the Indian market.
✓ Cumulative FDI inflows stood at US$ 3.47 billion between April 2000 and
March 2021.
✓ India’s retail sector attracted US$ 6.2 billion from private equity and
venture capital funds in 2020.
4. Policy Support
✓ ~51% FDI in multi-brand retail.
✓ 100% FDI in single-brand retail under the automatic route.
✓ Goods and Service Tax was introduced for single unified tax system.
✓ To provide a level-playing field to stakeholders, the Government is
preparing policies of retail, FMCG and E-commerce within a single policy
framework.
✓ The Minister of MSME announced inclusion of retail and wholesale trades as
MSMEs. Retail and wholesale trade will now get the benefit of priority sector
lending under the RBI guidelines.
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Some of the plyers in the organized retail sector
➢ Pantaloons retail Ltd.

➢ Shoppers stop Ltd.
➢ Life style, landmark group venture.
➢ Brand Factory, a future group venture.
Other major indigenous players in retailing
• Reliance retail, Bharti retail, Globus, Aditya Birla "More"

• Many foreign players have entered India through joint venture with domestic
firms like.
• Carrefour in New Delhi, Which launched its first cash and carry store here
• British retail TESCO entered into joint venture with Trent, retail segment of
TATA group
• Marks and Spencer joint venture with Reliance retail
Segments of retailing and scope of opportunities
❖ Food and Grocery Retail: food market in India is largely unorganized.

The expenditure on food product by Indian household is the highest in the
world. With rapid urbanization and consumerism there exists huge untapped
potential which needs to be explored.
❖ Apparel: demand for stitched garments and western outfits are increasing at
the rate of 40% to 45%. Factors critical to the success of this segment are
easily availability and affordability of fashionable garments along with value
added benefits.
❖ Beauty and wellness: pharmacy retailing in India is largely occupied by local

parametrical, However new chemist stores like 98,3 are emerging which
otters along with drugs health and beauty care products.
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❖ Consumer durable: market for consumer durable is US $ 6.5 billion and is

expected to grow at the rate of 18%.
❖ Furniture and furnishing: three has been a new trend evident in the market
where in the modern retailers are setting up home furnishing section in hyper
market and specially stores. This segment faces tough competition from local
retailers.
ONLINE RETAILING
As online shopping has gained popularity amongst large number of people especially
youngsters, online retailers are flourishing as important sales medium for various
consumer brands. Everything ranging from apparels to accessories for all the age
groups is available online these days. Brands like PUMA, NIKE etc. have recorded
huge increments in their online sales in 2012Nike, a footwear brands has its
association only with online retailers such as MYNTRA and JABONG. And it has
recently launched its new variety of cricket gear on jabong these online retailers help
such brands widen their visibility and make them easily accessible to buyer.
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MAJORE RETAILER IN INDIA
Pantaloons are one of the biggest retailers in India with more than 450 stores across
the country. Headquartered in Mumbai, it has more than 5 million sq. fit retail space
located across the country. It's growing at an enviable pace and is expected to reach
30 million sq. ft by the year 2010. In 2001, Pantaloons launched country's first
hypermarket, BIG BAZAAR". It has the following retail segments:
• Food & Grocery: BIG BAZAAR, Food Bazaar

• Home Solutions: Hometown, Furniture Bazaar, Collection-I
• Customer Electronics: e-zone
• Shoes: Shoe Factory
• Books, Music & Gifts: Depot
• Health & Beauty Care: Star, Sitara
• E-tailing: Futurebazaar.com
• Entertainment: Bowling Co.
Tata Group
Tata group is another major player in Indian retail industry with its subsidiary Trent,
which operates west sides and star India bazar. Established in 1998 it also acquired
the largest book and music retailer in India „Landmark" in 2005. Trent owns over 4
lakh soft retail space across the country.
AB Birla Group
It has a strong presence in Indian apparel retailing. The brands like Louis Philippe,
Allen Sully, Van Heusen and Peter England are quite popular. It's also investing in
other segments of retail. It will invest Rs. 8000-9000 Corers by 2010.
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Reliance
It is one of the biggest players in the retail industry with more than 300 stores under
the banner of reliance fresh and reliance mart which are quite popular in the Retail
Market.
Another big player in the segment will be the Bharti group. Overhauling this part of
the supply chain will be the key to the success of any retail venture in food and
groceries segment.
Wal-Mart, the world's largest retailer, and Bharti Enterprises have signed
Memorandum of Understanding (MOU) to explore business opportunities in the
Indian retail industry. This joint venture will mark the entry of Wal-Mart into the
Indian retailing industry a retail chain like Future Group's BIG BAZAAR may be
clocking heady sales (growing at 100% year- on- year), but the dozen odd shops
operating in its proximity wear a deserted look, giving a somewhat hollow ring to the
much- talked- about retail boom in the country. The key players currently operating in
the Indian retail industry includes Future Group, Trent Ltd, RPG Enterprise, Visual
Retail Ltd, Shoppers Stop Ltd, Bata India Ltd, Prorogue India Ltd, Videocon
Appliances Ltd, ITC Ltd, Godrej Grover Ltd, and DCM-Mariah Kiss an Bazaar.
Retailers ranging from Pantaloons to RPG to Phrasal or the Tata's are working
towards exploiting this model, perceived by consumers as more value enhancing. But
in the long run, what is most likely to succeed is a more balanced multi-format
strategy. Finally, while in the first flush of the retail boom, the elimination of
traditional intermediaries may bring windfall gains (as well as bring welcome and
much-needed relief to the producers), this source will increasingly dry out as
competition intensifies and margins come under pressure a few years down the line.
What would set the survivors apart from those who are forced to sell out or go belly-
up will be differentiators like location, value-added services (convenience), private
labels and customer loyalty programs other than price. The last, a result of retailer-
manufacturer tie-ups, state-of-the-art supply chain infrastructure, global sourcing and
scale will be a key factor. And, if experience in other markets is anything to go by, an
uncanny ability to read shifting trend
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Company profile
Future Group:
Future and Group CEO of future group is Mr. Kishore Biyani. Future Group is one
of India’s driving business houses with compound organizations travelling over
utilization space. Future Group is India’s leading multi format retailer it has various
subsidiaries business format. Their ancillaries are present in Consumer Investment,
Insurance, Entertainment, Brand Evolution, Real Estate Development, Logistic and
Media.
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Their Subsidiary groups are as fallows:
✓ Future Retail
✓ Future Lifestyle Fashion
✓ Future Consumer
✓ Future General India (insurance)
✓ Future Supply Chain
✓ Future Ideas
✓ Future Learning
✓ Future Enterprises Ltd.
Future Retail Groups:
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CORPORATE STATENENT
Future group manifesto:
Future- the word which signifies optimise, growth, achievement, strength, beauty,
rewards and perfection. Future encourages us to explore areas yet unexplored, write
rules yet unwritten, create new opportunity and new successes. To strives for a
glorious future, it brings to us our strength, our ability to learn, unlearn and relearn
our ability to evolve.
We, in future group, will not wait for the future to unfolds itself but create future
scenarios in the consumer in the consumer space and facilities consumption because
consumption is development thereby, we will effect socio-economic development for
our customers, employs, shareholders, associates, and partners.
Our customers, will not just get what they need, but also get them where, how and
when they need.
• We will not just post satisfactory results, we will create success stories.
• We will not just operate efficiently in the Indian economy, we will evolve it.
• We will not just spot trends, we will set trends by marrying understanding of
the Indian consumer to their needs of tomorrow.
Its is this understanding that as helped us succeed. And it is this that will help us
succeed in the future. We shall keep relearning & in this process, do just one
thing.
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FASHION RETAIL
The State of India Fashion Retail:
In another difference from major global markets, the men’s share of the fashion
market is substantially higher than that of women. Though the gap is reducing,
and by 2022, both men’s and women’s share of the total fashion market is likely
to be 39% each. Keeping in mind India’s demographics wherein almost 28% of
the population is below 15 years of age (325 – 350 million), it is no surprise that
kids account for nearly 20% of the total fashion market in 2017 and their share
will actually increase marginally to 22% by 2022.
With a steady increase in the overall retail spending of the Indian consumer, and
specifically that of the fashion segment, India has seen a rapid increase in brands, both
local and international, in recent years.
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In recent years, one of the biggest surprises (for Indian retailers and Indian fashion
brands) has been the spectacular success of H&M and Zara in particular. Both these
retail brands have seen strong acceptance from Indian consumers across all the
geographies that they are currently operating in, with their growth apparently limited
only by their ability to find suitable retail locations across India and therefore their
ability to increase their physical footprint in India. H&M is now trying to address this
challenge by launching their own online shopping portal which should help them
access many more potential customers across India.
Challenges & Opportunities:
There are many positive drivers of growth of India’s retail (and specifically its
fashion) sector. They include strong economic growth, a high share of private
consumption in the total GDP of the country, very merchandise consumption friendly
demographics, and a dramatic increase in ownership of smartphones, leading to
extremely low-cost data access to the internet. Several challenges remain, however,
both for Indian as well as International retailers and brands.
Probably the single biggest challenge of India is its sheer diversity and heterogeneity
of its consumers. As mentioned above, India’s consumption is spread across 5500
towns and over 600,000 villages. While there is a strong clustering of consumption
across 12-15 major metros and mini-metros, there is a very long tail for the bulk of
consumption that makes it an imperative for many retailers and brands to invest in
efforts (and be patient enough) to spread out far and wide geographically if they
aspire to achieve large revenues from their Indian businesses.
The aspirations and expectations of the consumers are equally diverse, and therefore
it’s difficult to create retail formats that have a near-universal appeal within India.
The country actively communicates in more than 15 languages. While English and
Hindi can reach out to a very large proportion of the target market, brands cannot
ignore the need to communicate their message in several other major Indian languages
like Bengali or Telugu. To best reach diverse populations, it is also important to make
use of the entire spectrum of media covering both ‘above-the-line’ as well as ‘below-
the-line’ mediums.
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FUTURE LIFESTYLE FASHION (FLF)
OVERVIEW
Future Lifestyle Fashions (FLF) is the flagship fashion business of Future Group. At
FLF, we operate more than 300 stores in 90+ cities, occupying 5.7 mnsq ft of retail
space. We own and market leading brands, through our in-house retail chains Central
and Brand Factory, exclusive brand outlets (EBOs) and other multi-brand outlets
(MBOs). From design to distribution, we are present in every segment of India’s
fashion industry.
FLF APPROACH
Live, Breathe & Think Fashion – Fashion is ever-evolving and we will be sensitive,
agile and open to the rapidly evolving fashion market.
Consumers At Our Core – We create exceptional brands and experiences that reflect
the various identities and aspirations of Indian consumers.
Design is our Soul – The spirit of our design-thinking lies not only in the brands and
experiences we create but also in building relationships, leading innovation, setting
trends and providing utmost fulfilment to consumers.
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Pursuit of Happiness – Above all, we will collaborate and strive to bring smiles on
the faces and happiness in the lives of our colleagues, customers, business partners
and communities we work in.
Vision
To be the leading lifestyle fashion company in India by creating exceptional brands

and shopping experiences that will bring alive the Indian idiom of fashion.
Mission
We at Future Lifestyle Fashions aim to create a globally recognized fashion

organization here in India by bringing alive the Indian idiom of fashion. We thus
strive to:
• Be the most preferred fashion destination of India.
• Create the most preferred portfolio of fashion brands.
• Be as the most innovative, efficient, and profitable retailer.
• Be the preferred employer in the fashion space.
• Be the trendsetter in Indian fashion through superior understanding of the

culture, style code, passion and aspirations of Indian consumers.
• Create happiness for customers, colleagues, business partners and every

stakeholder.
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BUSINESS OVERVIEW
Future Lifestyle Fashions Limited is an integrated fashion company with presence

across key segments within the fashion industry i.e. design to distribution. The
business has been designed to capture the trend of consumers getting more attuned to
fashion and brand preferences. We have a portfolio of fashion brands that covers the
entire gamut of fashion categories including formal menswear, casual wear, active or
sportswear, ethnic wear, denim wear, footwear and accessories for men and women
that are present across various price points.
Central is India's first seamless store and the biggest lifestyle retail brand from Future
Group. It offers discerning shoppers options of choosing from over 1000 best brands
across categories including apparels, cosmetics, fragrances, eyewear, watches,
accessories, sportswear, toys , mobiles, electronics, home and much more for the
entire family. Central stores are large-format stores measuring anywhere between
60,000 square feet to 2,30,000 square feet and offering over 500 domestic &
international brands across several categories. These stores, often located in
standalone locations also have food-courts, restaurants, supermarkets and electronics
superstores built within. The retail format operates around 2.4 million square feet of
retail space under this brand. Central stores are located in large cities like Mumbai,
Bengaluru, Hyderabad, Pune, Ahmedabad and Gurgaon, as well as smaller cities like
Baroda, Indore, Vizag and Surat.
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Brand Factory is India’s largest chain of fashion discount stores that promises
consumers a revolutionary discount shopping experience. It offers more than 200
Indian and International brands at 20%-70% discount, all 365 days a year. We offer
customers a wide range of brands and categories at absolutely great prices in an
ambience that is refreshingly enjoyable. Merchandise available at Brand Factory
stores include men’s formals, casuals, youth wear, women’s western wear, women’s
ethnic, sportswear, infant wear, accessories, footwear, luggage and much more. We
now stand at 41 stores across 20 cities.
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COMPANY PROFILE
Brand Factory is a chain of retail stores operated by Future Group. Its head office is
Mumbai. Launched in September 2006, it has 100 stores across 50 cities in India as of
December 2018.[1] It is India's largest discount retail chain and offers a wide range of
apparel brands in different categories for men, women, infants, accessories,
cosmetics, footwear, sportswear and luggage.
AREA OPERATION:
➢ SOUTH ZONE – 16 STORES

➢ NORTH ZONE – 4 STORES
➢ EAST ZONE - 10 STORES
➢ WASTE ZONE – 19 STORES
➢ HYDRABAD – 12 STORES
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BRIFE INFORMATION ABOUT COMPANY:
Name of company BRAND FACTORY
Industry Retail Fashion Store
Founder& CEO Kishore Biyani
Head Office Mumbai
Founded On September 2006
Number Of Stores 61
Parent Company Future Group
Products Men’s Formals & Casuals, Women’s Wear &

Kids wear,
Youth wear, Sportswear and Footwear’s.
No Of Employees 81
Web site www.brandfactory.com
BRAND FACTORY LOGO:
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Organisation structure of the Brand Factory Store:
Store manager
Assistant store Manager
Dept Manager HR executives Administration info tech Dept
Head cashing
Assistant DM Visual merchandise
Assistant HR Maintenance
Team leader security
CSD cashier
(Customer service desk)
MR Team members Hose keeping
Working Staff of Brand factory Hubli Store
➢ Store manager - Mr. Chetan Singh Rajput

➢ HR Manager - Ms. Purnima
➢ Admin - Mr. Azaz
➢ Department Manager - Mr. Arun
➢ Wearhouse Manager - Mr. Rahul
➢ Cash Department - Ms. Sheetal
➢ Visual merchandising manager - Mr. Sunil
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Code of Conduct:
✓ Time management
✓ Consumption of intoxicating drinks/drugs
✓ Respective environment
✓ Collaboration
✓ Proper dress code
Corporate Social Responsibilities:
Future Group
❖ This organization will help the people by doing SEVA.

❖ Rural Development
❖ Women empowerment
Brand factory
❖ They help for slum people for education

❖ During any disaster they provide funds and basic needs
❖ Books provided to the poor students.
❖ Providing books children at the time of opening a new outlet.
SECURITY MANAGEMENT
Future group is considered as a reliable tailor- made business and security services
provider. They develop their own software and machines for security services.
✓ Access control system

✓ Time attendance system
✓ CCTV
✓ Alarm management system
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CONSTRUCTION
Future group bring to your past experience in quality construction for building and
renovating buildings for leasing to business. Future group is also involved in the
designing, financial and legal consideration of the project undertaken. The
construction activities of Future Group in India includes:
▪ Leasing
▪ Landscaping
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Brand Factory
VISION, MISSION AND VALUES
Vision:
Future Group shall distribute everything, everywhere, every time for Indian customer
in the most gainful approach.
Mission:
We share the idea and faith that our customer and stakeholders shall be served only by
creating and executing future scenarios in the utilization space leading to monetary
improvement.
We will be the trendsetters in developing delivery formats, creating retail realty,

making consumption reasonable for all customer segments for classes and for masses.
We shall infuse Domestic brands with self-assurance and renewed goal.
We shall be well-organized, cost -aware and dedicated to superiority in whatever we

do.
We should make sure that our optimistic manner, honesty, humility and united will
powers hall be motivating force in the building us a success.
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Values:
✓ Control
✓ Humility and Respect
✓ Introspection
✓ Honesty
✓ Valuing and Encouragement Relationships
✓ Simplicity and Positivity
✓ Flexibility
✓ Flow
PRODUCT PROFILE:
Brand Factory is discount store located around 25 cities in India. The

offers more than 200 Indian and global brands at 20% to 70% discount.
Band Factory sells different products under different

segments.
❖ Men's Section:
✓ Formal Shirts and Pants
✓ Casual Shirts and Pants
✓ Suits, Blazers and Trousers
✓ Party wears and Ethnic
✓ Jeans and T-Shirts
✓ Ties, Belt and Handkerchiefs
❖ Women’s section
✓ Ethnic wears
✓ Western wears
✓ Casual Wears
✓ Nightwear
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❖ Kids Section:
✓ Cotton Frocks
✓ T-shirts
✓ Raincoats
✓ Shirts & Short Pants
❖ Footwear Section:
✓ Sports Shoes
✓ Casual Shoes
✓ Men's & Ladies Sandals
✓ Formal Shoes
✓ Ladies Fancy slipper
❖ Luggage section:
✓ Travel Bags
✓ School and College Bags
✓ Ladies Bags & Purse
✓ Trolleys
❖ Accessories:
✓ Belts
✓ Ties
✓ Inner wears
✓ Socks
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Various brands produced under brand factory:
Brand Factory produce a variety of leading nationwide and international style brands
in apparels, sportswear and accessories at a reasonable price. Brand Factory is a one
stop shop for the shopping wants of the complete family.
Brand Factory categorized their brands into two types
1. Future Lifestyle Fashion Itd (FLFL) Brands:

FLFL Brands are own brands which is produced by Future Group
THE
.
BUFFALO PRIVILLAGE KNIGHTHOOD UMM
CLUB
ETHNICITY UMBRO RIG BARE
JHON
SCULLERS SRISHTI NAYANA
MILLER
DANIEL
SPUNCK HANGOUT INDIGO NATION
HECHTER
ATHEESH HEY NAVARAS ALL
REEBOK ADDIDAS SHYLA URBANA
DJ&C JM SPORTS FILA PUMA
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PARTNER BRANDS:
CLASSIC
MARK TAILOR BASICS TURTILE
POLO
OXEMBERG J. HAMPSTEAD CROCODILE COLORS
PEPE
THEAME SPYKERS US POLO
JEANS
STATUS
PROLINE KILLER
DUKE QUO
RUGGERS LOCOMOTIVE HIGHLENDER LEVIS
DOLLER
NEW PORT CELEBRITY OPTIONS
BIGBOSS
COOL
SKYBAGS DISNEY LAWMEN
COLORS
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INFRASTRUCTURE
Brand Factory is fashion retail outlet situated in Hubli. It covers 16000 Sq. ft. with
two floors.
The following are the major infrastructure facilities available in Brand Factory Hubli.
1. First Aid facilities are provided.

2. Proper ventilation and lighting.
3. Lift and exalter facilities available.
4. Washroom
5. Pure drinking water.
6. Sufficient Trail room in both the floor.
7. They have electricity control room.
8. Sufficient Air Conditioning facility provided.
9. Well arranged warehouse.
10. The efficient Parking space is provided.
11. Fun zone is provided to employees.
12. Locker facility is given to employees.
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COMPETITOR INFORMATION
➢ MAX Fashion:
Max Fashion is a brand under the banner of the landmark assembly (It is
Dubai based group). They served in worldwide market. The Max fashion is
also situated in Hubli Dharwad region and has good market.
Max store Hubli
➢ Reliance Trends:
Reliance Trend is subsidiary company of reliance retail. Reliance trend is
fashion and accessories brand of Reliance Retail. It has good market capture in
Hubli Dharwad region they have two stores in Hubli.
Trends, Hubli
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➢ Pantaloons:
Pantaloons' is retail fashion store owned by Aditya Birla Group.
Pantaloons Hubli.
FUTURE GROWTH AND PROSPECT:
➢ They are planning to expand their outlets in Karnataka, Mainly in Belagavi &
Davanageri.
➢ Introducing more new brands.
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SWOT ANALYSIS
SWOT examination is a tactical practice planning device it involves calculating a
company’s inside situation in terms of strength &weak point and the outside situation
terms of opportunities & intimidation and prepare strategic that take development of
all these sectors.
It is a easy process for getting a quick impression of a planned situation so that such
strategic can be construct as to create a good product/service between the company’s
internal competencies.
SWOTY ANALYSIS:
STRENGTHS:
❖ Brand Factory is Discount Store.

❖ Entire year (365 days) offers are available.
❖ Team working.
❖ Effective Logistic department.
❖ Major fashion retail sellers in Hubli-Dharwad region.
❖ Large number of customer loyalty.
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WEAKNESS:
✓ Billing Errors impact on customer satisfaction.

✓ Crowd created in billing counter during special offers.
✓ Own brands are marketed more.
OPPORTUNITIES:
✓ Marketing few more International brands and gets more business.

✓ These days many people desire to visit big stores and they get quality product
at reasonable price.
✓ Increasing mall traditions in India.
THREATS:
✓ Competition from other fashion retail chains such as Reliance Trends, MAX,
V2.
✓ Local fashion trades are competitors
✓ Warehouse area is not sufficient.
✓ Changing government rules.
✓ Changes in Taxation system.
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ACHIVEMENTS
✓ Awarded as Lower Shrinkage Small Store in 2015-2016.
✓ Achieving highest single day sale in FSW December 2016.
✓ Achieving on 100% Dreams Miles Target in 2017.
✓ Awarded as Lower Shrinkage Small Store in 2017.
✓ Achieving highest growth small store in 2017.
✓ Awarded for achieving highest profitability level in 2017.
✓ Awarded for more ABP achievement as a small store in 2017.
✓ The Red Award 2018.
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THEORETICAL BACKGROUND
Customer:
A customer is an individual or business that purchases another company's goods or

services. Customers are important because they drive revenues; without them,
businesses cannot continue to exist. All businesses compete with other companies to
attract customers, either by aggressively advertising their products, by lowering prices
to expand their customer bases, or by developing unique products and experiences
that customers love. Think Apple, Tesla, Google, or TikTok.
KEY TAKEAWAYS
• Customers are the individuals and businesses that purchase goods and services
from another business.
• To understand how to better meet the needs of its customers, some businesses
closely monitor their customer relationships to identify ways to improve
service and products.
• The way businesses treat their customers can give them a competitive edge.
• Although consumers can be customers, consumers are defined as those who
consume or use market goods and services.
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Customers play the most significant part in business. In fact the customer is the actual
boss in a deal and is responsible for the actually profit for the organization. Customer
is the one who uses the products and services and judges the quality of those products
and services. Hence it’s important for an organization to retain customers or make
new customers and flourish business. To manage customers, organizations should
follow some sort of approaches like segmentation or division of customers into groups
because each customer has to be considered valuable and profitable.
Customers can be of following types:
Loyal Customers-
These types of customers are less in numbers but promote more sales and profit as
compared to other customers as these are the ones which are completely satisfied.
These customers revisit the organization over times hence it is crucial to interact and
keep in touch with them on a regular basis and invest much time and effort with them.
Loyal customers want individual attention and that demands polite and respectful
responses from supplier.
Discount Customers-
Discount customers are also frequent visitors but they are only a part of business
when offered with discounts on regular products and brands or they buy only low cost
products. More is the discount the more they tend towards buying. These customers
are mostly related to small industries or the industries that focus on low or marginal
investments on products. Focus on these types of customers is also important as they
also promote distinguished part of profit into business.
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Impulsive Customers-
These customers are difficult to convince as they want to do the business in urge or
caprice. They don’t have any specific item into their product list but urge to buy what
they find good and productive at that point of time. Handling these customers is a
challenge as they are not particularly looking for a product and want the supplier to
display all the useful products they have in their tally in front of them so that they can
buy what they like from that display. If impulsive customers are treated accordingly
then there is high probability that these customers could be a responsible for high
percentage of selling.
Need Based Customers-
These customers are product specific and only tend to buy items only to which they
are habitual or have a specific need for them. These are frequent customers but do not
become a part of buying most of the times so it is difficult to satisfy them. These
customers should be handled positively by showing them ways and reasons to switch
to other similar products and brands and initiating them to buy these. These customers
could possibly be lost if not tackled efficiently with positive interaction.
Wandering Customers-
These are the least profitable customers as sometimes they themselves are not sure
what to buy. These customers are normally new in industry and most of the times visit
suppliers only for confirming their needs on products. They investigate features of
most prominent products in the market but do not buy any of those or show least
interest in buying. To grab such customers they should be properly informed about the
various positive features of the products so that they develop a sense of interest.
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An organization should always focus on loyal customers and should expand or

multiply the product range to leverage impulsive customers. For other types of
customers strategies should be renovated and enhanced for turning out these
customers to satisfy their needs and modify these types of customers to let them fall
under loyal and impulsive category.
Orientation of Customers
Orientation of customer means how the customer’s preferences are possessed or in

what areas of business the customers are conscious. A customer can be cost oriented,
value oriented or technology oriented as discussed below:
Cost Oriented Customers-
A cost-oriented customer focuses on least costs products and is ready to compromise

on efficacy, performance and quality. These types of customers are always prone to
loss as when they have sudden problems with the products they always blame the
supplier without judging that they themselves are responsible for this loss. Some of
the related type customers have a tendency to fix problems locally without taking
supplier’s direct help as it is anyway cheaper. For example, some customers try to
repair costly machines by local vendors. These vendors do the work with marginal
profit, so accountably are very cheap, but whatever they do is not quality work as they
are not the actual manufacturer of that particular product and may lack in many
aspects while repairing the machine. In case the machine fails the second time, these
customers put the blame to the original supplier and he then has to pay for that. In
some cases these customers are also ready to buy second hand products and then
challenging it to perform as a new one. Hence the suppliers should always focus on
strategies which are not only performance or quality driven but also self driven,
otherwise they always find themselves arrested in payment related problems and they
again have to put a lot of effort and cost on running for payment from these
customers.
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Value Oriented Customers-
Value oriented customers will always stick to efficient and high performing products
as they know that during a long run this would be a profitable deal. They are
interested in investing higher initial capital cost and then enjoy the cost free benefits
in future. According to these customers this type of deal is like a long term investment
with higher future profit. In some cases these types of customers are also ready to pay
premium because they know that this would make a better economic sense during a
long run and there will always be lesser maintenance efforts required. These
customers are tended towards maintaining a healthy relationship with suppliers as
they are the satisfied customers.
Technology Oriented Customers-
These customers opt for best technology rather then less cost or good quality and
performance. These customers are technology conscious because they feel that usage
of best and newest technological products would help them to remain sustained in the
changing technological environment. For suppliers who are based on making or
launching trended technological products have a good chance in capturing these
customers and finding business out of them. These customers are innovative and have
zeal towards technical aspects. They also have a tendency for experimenting new
things and do interact with people of same nature or tendency, so the suppliers are
helped by them in creating new referrals and increase the business. These customers
are also satisfied customers and ends by making worthy relationships with suppliers.
It is necessary for a supplier to study the orientation of customers before dealing with
them as it will help them to identify the specific customer needs and transact
accordingly. By identifying the orientation of customers the suppliers could easily
make their strategies to grab customers by fulfilling their aspirations and turn them to
satisfy customers.
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RESEARCH DESIGN
Title of the study
TO STUDY CUSTOMER EXPERIENCE TOWARDS BRAND

FACTORY (WITH REFERENCE TO “BE THE FIRST
“CUSTOMER)
INTRODUCTION
Customer experience (CX) focuses on the relationship between a business and its customers.
It includes every interaction, no matter how brief and even if it doesn’t result in a purchase.
Whether it’s a call to a contact centre, exposure to an ad, or even something as

mundane as the payment of a bill, every exchange between customers and businesses
builds (or damages) the relationship.
“Customer experience is how a customer feels about the sum of their interactions with
a business,” said Dave Dyson, Sr. Customer Service Evangelist, Zendesk. “It involves
every way a customer interacts with a company, at all stages of the customer
journey—including the marketing materials they see before they become a customer,
the sales experience, the quality of the product or service itself, and the customer
service they receive post-purchase.”
Need for study
The need for the study on the part of an organization is to determine the level up to
which the customer is satisfied after the purchase. By doing so, the store will
understand the behaviour of the customers, then the store will make strategy to fill
the gap between customers and Brand Factory.
i. To find out customers experience while making purchase.

ii. To find the purchasing behaviour of the customers.
iii. To find out that regular customers are satisfied with the offers, discounts and
schemes provided by the store.
iv. The customers prefer to purchase or not to purchase from the store.
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Objectives of Study:
• To study and understand awareness of BTF membership of store.

• To study the behaviour of regular customers at the time of shopping.
• To study the satisfaction level of BTF customers towards Brand
Factory.
• To study the customer expectation from the store.
Scope of Study
The study will help to understand customer experience while making

purchases and what they acquire from the store and this study will not only
help me as a student but it will also help Brand Factory to improve its business
strategies.
Limitations of study
i. This study only with the data made available, hence the result of this study can
not judge the business of the firm in general.
ii. The study has been influenced and hence is hereby based on the secondary
data being provided by the company.
iii. The study is carried out for academic purpose for a limited span of 8 weeks.
The time constrained did not allow for the depth study regarding the
Performance of the Company.
iv. Due to the busy schedule of employees it was difficult to interact with them
and get other related data.
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RESEARCH METHODOLOGY:
Types of Research:
The research is primarily a secondary research supplemented with some primary

information gathered through discussion and interaction with store managers &
employees.
Source of data
Primary data: The major source of the primary data in this study was regular
interaction with the Managing people of store whose shared the information.
Secondary data: information collected from store reference book, company website
And other relevant information provided by the concern.
Tools & techniques used for analysis
Data is analysed using various statical, mathematical tools & techniques using MS-
Excel software, Google forms to prepare questionnaire.
SAMPLING DESIGN
Survey for customers
Sampling techniques - Non-probability(convenience)
Sample Unit - Customers who visits Brand Factory
Sample size - 100 customers

Method - Interview through structured Questionnaire
Area of Survey - Brand Factory, Hubli
RESEARCH TYPE - DISCRIPCTIVE METHOD
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REVIEW OF LITERATURE
Customer Understanding: Three Ways to Put the “Customer” in Customer Experience

(and at the Heart of Your Business) by Annette Franz
This book—authored by the Vice Chair of the CXPA Board of Directors—is a guide
to putting the customer at the center of everything your business does, incorporating
their voice into meetings, decisions, processes, and designs. Franz covers the three
approaches to customer understanding: surveys and data, personas, and journey
mapping, and explains in detail how they work together, and how any company can
better und4. Customer Understanding: Three Ways to Put the “Customer” in
Customer Experience (and at the Heart of Your Business) by Annette Franz
This book—authored by the Vice Chair of the CXPA Board of Directors—is a guide
to putting the customer at the center of everything your business does, incorporating
their voice into meetings, decisions, processes, and designs. Franz covers the three
approaches to customer understanding: surveys and data, personas, and journey
mapping, and explains in detail how they work together, and how any company can
better understand their customers’ needs, goals, problems to solve, and jobs to be
done. With actionable information on touchpoint maps and journey maps, the book
outlines how to create an action plan to ensure insights gleaned from these three
approaches are implemented in your organization. Franz’s goal is to ensure you have
the information you need to set up and facilitate your own current-state and future-
state journey mapping workshops with customers.
The Cult of the Customer: Create an Amazing Customer Experience that Turns
Satisfied Customers into Customer Evangelists by Shep Hyken
Author Shep Hyken believes in the magic of wowing customers. In an interview with
us last year, he said, “Anybody can be better than average once in a while. But the
goal is to be consistently and predictably above average.” His most recent book, The
Cult of the Customer, includes dozens of examples of companies that have designed
and executed a strategy to create a customer-focused culture, shifting from
“uncertainty” to “amazement” and turning customers into evangelists.
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Blake Morgan
According to Bay Area-based Customer Experience Futurist Blake Morgan, winning

the customer of the future requires the right technology and strategies. With chapters
not only on creating the right organizational values, but on digital transformation,
customer experience technology, analytics, and personalization of experiences, the
book feels more modern than most in its description of what the best customer
experience managers are trying to achieve today. And because the introduction begins
with how eerie it felt when Morgan was working in New York in the middle of the
financial crisis—to see nearly empty streets that not long ago were busy—it is also an
inadvertent source of hope for the 2020 reader. Morgan describes 10 specific
strategies, bolstered by examples and case studies, for achieving superior customer
experiences. The result is a very useful and readable book that is relevant for the
challenges companies face today.
More Is More by Blake Morgan
The phrase “less is more” may hold true for many things, but for customer
experience? Not so much. This is the second book by Morgan on our list. According
to her, companies that want to earn customer loyalty must apply more energy, focus,
and resources to creating amazing customer experiences than ever before. The
companies that embrace a “more is more” philosophy go the extra mile to ensure that
their customers have a positive experience. Companies that truly nurture their
customer relationships do so via customer-focused strategies and leadership that
intersect with every touchpoint on the customer journey. More Is More educates
readers about the “invisible toxins” killing customer experience and provides practical
advice for improving customer experience at your own organization. The book
outlines key areas for remaining relevant and thriving in today’s business landscape.
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DATA ANALYSIS & INTERPRETATION:
1). Gender of customers:
Gender Respondence in number Respondence in %
Male 74 71.15
Female 30 28.85
Total 104 100%
Table no. 1 Showing the gender of the respondence
29%
Male
Female
71%
Graph no.1: showing the gender of respondence
Interpretation:
From the above graph it can be interpreted that the number of male customer is more
which is 71%., followed by female customers which is 26%.
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2). Are you registered your number in store "Be the first"?
Respondence in
Are you registered your number in Respondenc %
store "Be the first"? e In Number
Yes 104 100%
No 0 0%
Total 104 100%
Table no.2: Showing the “Be the First” membership respondence.
BTF members
Are you registered your

number in store "Be the
first" ?
Are you
registered yes
your number
in store "Be
yes no
the first" ?
100%
0%
Graph no.2: Showing the “Be the First” membership respondence.
Interpretation:
From the above graph it can be interpreted that the no of registered customers
are100%. All respondence are “Be The First” members of Brand Factory.
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3). What is your Frequency of visit/shop at Brand Factory?
What is your Frequency of visit/shop at Respondence in

Brand Factory? Respondence %
once in a month 39 37.5
Whenever I need 29 27.88461538
twice in a month 20 19.23076923
Weakly 16 15.38461538
Total 104 100%
Table no.3: Showing the frequency of visit/shop at Brand Factory Hubli.
Frequency of Visit
45
39 37.5
40
35
29 27.88461538
30
25
20 19.23076923
20 16 15.38461538
15
10
5
0
once in a month Whenever i need twice in a month Weakly
nof respondence no of respondence in %
Graph no.3: Showing the frequency of visit/shop at Brand Factory Hubli.
Interpretation:
From the above graph it can be interpreted that most of customers visit the store once
in a month which is 37.5%., followed by the requirement whenever it is need
customers which is 27.8%., followed by twice in a month visiting customers which is
19.23%., and remaining prefer to visit weekly which is 15.38%.
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4). Why do you choose brand factory for shopping regularly?
Why do you choose brand factory for shopping Respondence Respondence

regularly? in number in %
Because of brands 40 38.46
Because of quality cloth 27 25.96
Because of offers 29 27.88
Because of past experience 8 7.69
Total 104 100.00
Table no.4: Showing the reason of choosing Brand Factory for regular shopping.
No of respondence
8% Because of brands
28% 38%
Because of quality cloths
Because of offers
26% Because of past experience
Graph no.4: Showing the Reason of choosing Brand Factory for regular shopping.
Interpretation:
From the above graph it can be interpretated that most of the customers choose Brand
Factory because of brands which is 38%., Fallowed by some are choose because of
offers which is 28%., fallowed by some are choose because of quality cloth which is
26%., remaining customers are choose based on their past experience which is 8%.
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5). What type of cloths you like to buy in brand factory?
What type of cloths you like to buy in Respondence in Respondent in

brand factory? number %
Causals 59 38.3
Night wear 34 22.1
Formals 47 30.5
Ethnic wear 14 9.1
Total 154 100
Table no.5: Showing type of cloth customers like to buy in Brand Factory.
TYPE OF COTH
9.1
ETHNIC WEAR
14
30.5
FORMALS
47
22.1
NIGHT WEAR
34
38.3
CAUSALS
59
0 no of10respondent
20 in % 30no of respondence
40 in
50nu 60 70
Graph no: showing what type of cloth customers prefer in Brand Factory.
Interpretation:
From the above graph it can be interpreted that 38% of customers like to buy casuals
in the Brand,30.5% of the customers like to buy formals, & 22.1% of the customers
like to buy night wear, remaining 9.1% of the customers are prefer ethnic wear
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6). What comes in your mind when you hear the name brand
factory?
What comes in your mind when Respondence Respondence

you hear the name brand factory? in number in %
Quality of cloth 40 32.5
Special discount 44 35.8
Variety of cloth 30 24.4
Wide range of product 9 7.3
Total 123 100.0
Table no.6: Showing what comes in customers mind by hiring the name Brand Factory
Chart Title
Wide range of product 7.3

9
Variety of cloth 24.4

30
Special discount 35.8

44
Quality of cloth 32.5

40
0 10 20 30 40 50
no of respondence in % no of respondence in number
Graph no.6: Showing what comes in customers mind by hiring the name Brand Factory
Interpretation:
From the above graph it can be interpretated that 35.8% of customers prefer to visit
Brand Factory due to special discount, 32.5% of customers prefer to visit Brand
Factory due to Quality of cloth, 24.4% of customers prefer to visit due to variety of
cloth, & remaining 7.3% of customers prefer to visit because of wide range of
product.
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7). How do you come to know about Mega deals offer?
How do you come to know Respondence in Respondence

about Mega deals offer? number in %
Newspaper add 18 17.3
Promotional SMS 39 37.5
Telephone Call 19 18.3
Word of mouth 28 26.9
Total 104 100
Table no .7: Showing how customers know about mega offers.
CHART TITLE
no of respondence in number no of respondence in %
37.5
39
26.9
28
18.3
17.3
19
18
NEWSPAPER ADD PROMOTIONAL SMS TELEPHONE CALL WORD OF MOUTH
Graph no.7: Showing how customers know about mega offers.
Interpretation:
From the above graph it can be interpreted that 38% of the customers know the offers
by reading promotional SMS, 27% of customers get know by word of mouth, 18% of
customers get to by telephone calls from the store & remaining customers know by
reading newspaper.
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8). If yes what kind of problem you faced most time in brand
factory?
If yes what kind of problem you

faced most time in brand Respondence Respondence
factory? in no in %
Size issue 41 39.4
missing some brands 21 20.2
billing issue 20 19.2
quality issue 22 21.2
Total 104 100
Table no.8: Showing which problem customer faced most time in Brand Factory.
no of respondence in no no of respondence in %
39.4
41
20.2 19.2 21.2
21 20 22
no of respondence…
Size issue
missing some brands
billing issue quality issue
Graph no.8: Showing which problem customer faced most time in Brand Factory.
Interpretation:
From the above graph it can be interpreted that 39.4% customers are faced Size issue,
followed by 20.2% of customers are saying that some brands are missing their, 19.2%
of customers saying billing issue they faced more in Brand Factory, remaining 21.2%
customers are telling quality issue.
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9). Are you waiting for "free shopping week (shop for 5000 pay only
2000)"?
Are you waiting for "free

shopping week (shop for 5000 Respondence Respondence
pay only 2000)"? in number in %
Yes 93 89.4
No 11 10.6
Total 104 100
Table no.9: Showing interest of customers towards FSW sale.
FSW Sale
100
90
80
70
60
50
40
30
20
10
0
yes no
Graph no.9: Showing interest of customers for FSW sale.
Interpretation:
From the above graph it can be interpreted that 89.4% customers are waiting for Free
shopping week (shop for 5000 pay only 2000) sale, only 10.6% customers are does
not showing their interest.
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10). Your Satisfactory level towards brand factory
Your Satisfactory level Respondence Respondence

towards brand factory in number in %
4* rating 31 29.80769231
3* rating 19 18.26923077
5* rating 52 50
2* rating 2 1.923076923
1* rating 0 0
Total 104 100
Table no.10: Showing satisfactory level towards Brand Factory.
Your Satisfactory level towards

brand factory
1
7%
13% 2
33%
3
20%
4
27% 5
Graph no.10: Showing satisfactory level towards Brand Factory.
Interpretation:
From the above graph it can be interpreted that 33%of customers gave 5* rating to
Brand Factory Hubli, 27% of customer gave 4* rating, 20% of customers gave 3*
rating, 13% of customers gave 2* rating, remaining 7% of customer gave 1* rating.
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11). Your satisfactory level towards old cloth exchange offer?
Your satisfactory level towards Old Respondence in Respondence

cloth exchange offer ? number in%
0 * rating 2 1.9
1 * rating 3 2.9
2* rating 10 9.6
3* rating 29 20.6
4* rating 39 37.5
5* rating 21 27.9
Total 104 100
Table no.11: Showing customers satisfaction towards old cloth exchange in Brand Factory.
Your satisfactory level towards Old cloth

exchange offer ?
0
1
2
5
Graph no11: Showing customers satisfaction towards old cloth exchange in Brand
Factory.
Interpretation:
From the above graph it can be interpreted that 27.9% of customers gave 5* rating,
37.5% of customers gave 4* rating, 20.2% of customers gave 3* rating, 9.6% of
customers gave 2* rating, less number of customers are dis satisfied with it.
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12). From the fallowing which one you expect from store?
From the fallowing which Respondence Respondence

one you expect from store? in number in %
Home delivery 29 27.9
Online store app 44 42.3

personal offer at the time
of your special day 20 19.2
want more cloth variety 11 10.6
Total 104 100

Table no.12: Showing expectation of customer towards Brand Factory.
Chart Title
11%
Home delivery
11% 28%
28%
19%19% Online store app
personal offer at the

time of your special day
42%
want more cloth variety
42%
Graph no12: Showing expectation of customer towards Brand Factory
Interpretation:
From the above graph it can be interpreted that 42% of customers expecting online
store application,28% of customers are expecting home delivery option, 19% of
customers are expecting personal offers at the time of their special day (eg: birthday),
remaining customers are expecting more cloth variety.
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13). Which offer you like most?
Which offer you Respondence in Respondence

like most? number in %
buy 2 get 40%
off 15 14.4
flat 50% off 36 34.6

shop 4000 get
20% off on bill 36 34.6
Store voucher 17 16.3
Total 104 100
Table no.13: Showing the most liked offer in Brand Factory.
Likes Offer
40
30 36 34.6 36 34.6
20
10 15 17 16.3
14.4
0
buy 2 get 40% off flat 50% off shop 4000 get Store voucher
20% off on bill
Graph no.13: Showing the most liked offer in Brand Factory.
Interpretation:
From the above graph it can be interpreted that 34.6% of customers are interested
towards flat 50% off & shop 4000 get 20% off on bill, 16.3% of customers like store
voucher & remaining 14.4% customers are like buy 2 get 40% off.
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14). satisfactory level in brand factory
dis more
Neutral satisfied Total
satisfied satisfied
Brands 2 19 56 27 104
variety of product 9 17 50 28 93
quality of product 5 31 42 26 104
wide range of
10 29 49 16 104
product
Sales person
5 18 52 29 104
communication
Offers 5 31 46 22 104
billing process 12 27 37 28 104
Price 5 36 38 25 117
exchange of cloth
7 27 37 33 104
(size issue)
exchange of defected
10 25 38 31 104
cloth
Table no.14: Showing customers satisfactory levels
satisfactory level
60 56
50 49 52
50 46
42
40
37 3638 37
33
38
28 31 29 29 31 31
27 26 27 28 25 27 25
30 22
19 17 16 18
20 10 12 10
9 7
10 2 5 5 5 5
0
dis satisfied neutral satisfied more satisfied
Graph no.14: Showing customers satisfactory levels.
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Interpretation:
• Brands: From the above graph it can be interpreted that out of 104 respondents
56 respondents are satisfied, followed by 24 respondents are more satisfied,
followed by19 respondents are neutral and remaining 2 are dis satisfied
regarding brands of Brand Factory.
• Variety of product: from the above graph it can be interpreted that out of 104
customers 50 customers are satisfied, followed by 28 customers are more
satisfied, 17 respondents are neutral, 5 respondents are dis satisfied.
• Wide range of product: from the above graph it can be interpreted that out of
104 respondents 49 respondents are satisfied, followed by 29 respondents are
neutral, 16 customers are more satisfied, remaining 10 are dis satisfied.
• Sales person communication: From the above graph it can be interpreted that
out of 104 respondents 52 respondents are satisfied, followed by 29
respondents are more satisfied, followed by 18 respondents are neutral and
remaining 5 are dis satisfied.
• Offers: From the above graph it can be interpreted that out of 104 respondents
followed by 31 respondents are neutral and remaining 5 are dis satisfied
regarding offers of Brand Factory.
• Billing process: From the above graph it can be interpreted that out of 104
respondents 37 respondents are satisfied, followed by 28 respondents are more
satisfied, followed by 27 respondents are neutral and remaining 12 are dis
satisfied.
• Price: From the above graph it can be interpreted that out of 104 respondents
followed by 36 respondents are neutral and remaining 5 are dis satisfied.
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• Exchange of cloth (size issue): From the above graph it can be interpreted that
• Exchange of defected cloth: From the above graph it can be interpreted that
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FINDINGS
• Male respondents form the opinion group being comparatively more than the
female respondents.
• Most of the respondents are youths. Some are above 35- 45 age customers.
• Most of the BTF members of Brand Factory are resides in Hubli, least number
of customers from Dharwad.
• All respondents are Be The First members of Brand Factory Hubli.
• Majority of customers visits Brand Factory once in a month or twice in a
month.
• Most of customers prefer brand factory because of brands & exciting offers.
• Most of the customers prefer to buy causals & formals, followed by night wear
& less no of people prefer ethnic wear to buy in Brand Factory Hubli.
• Most of the customers are known about mega sale offers by promotional SMS
& Call from the side of store representatives.
• Most of the customers are faced size issue in store & some are expecting more
number of brands in the stores like Flying machine.
• Most of the customers are waiting for free shopping week sale. & more
number of customer are said they are happy with FSW sale which was held in
before last year.
• Most of customers gave 5* rating to the store & some gave 4* rating, only less
amount of customer gave 3* rating to store.
• Most of customers are expecting online store app, & also some are expecting
home delivery option & personal offer on their special day.
• Most number of customers are like this 2 offers flat 50%off & buy for Rs.4000
get 20% off on their bill, remaining customers are like to redemption for store
voucher.
• Most of customers are satisfied with Brand Factory’s product variety, product
quality, wide range of product, offers, price, sales person communication,
exchange in case of defected cloth, & billing process.
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SUGGESTIONS
i. More discounts should be provided on formal & casuals apparels

because most of the customers prefer these two varieties.
ii. Attracting more customers by giving them more schemes and more
personal offers to BTF customers to visit weekly.
iii. Engaging more customers through social media platform like
Facebook, Instagram to let the customers know about the offers,
discounts on new apparels.
iv. Customers are expecting more variety of brands like Peter England and
Flying Machine.
v. Free shopping weekend (shop for 5000 and pay just 2000) should be
brought again to attract more and more customers.
vi. Most of respondents are dis satisfy with the more time consume at the
time of billing make that clear by making more cash counter & by
recruiting well experienced cashiers.
vii. I personally suggest that gave a preference to colour full lightings for
display in the store.
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CONCLUSION
I got this opportunity to work in Brand Factory and I learnt about customer
experience towards various brands of apparels. I also learnt about billings and
transactions. I also learnt about visual merchandising, supply chain
management and planogram and stacking.
Customers are the important medium to improve brand strategies. Customers
play important role in increasing sales and profits.
Hence customers should be motivated for the effectiveness of organisation’s
marketing practises. FLF need to focus on satisfying the customer’s
experience towards buying the apparels as they are valuable to the company.
Henceforth, they need to concentrate on the offers an discounts and
introducing new offers and schemes to build a positive image in customer’s
mind.
BTF Customers need to be rewarded with more offers and discounts on
regular shopping every month.
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BIBLOGRAPHY
Text book:
1. Marketing research by Malhotra Naresh &Satyabhushan Dash,

pearson’s publication.
2. Marketing management by Philip Kotler, 13th edition, pearson
publication, New Delhi.
3. Sales & Distribution Management Second Edition by Tapan k panda,
Sunil Sahadev.
URL
www.google.com
www.aneswaers.com
www.wikipedia.com
www.indianretailsectro.com
www.flf.com
www.IBEF.com
www.futuregroup.com
www.techopack.com
www.brandfactoryonline.com
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ANNEXURE
QUESTIONNAIRE
Hi, This is Vikas Lakshetty, MBA Student from Dr. D. Veerendra Heggade
Institute of Management Studies & Research, Dharwad. This Survey is a part
of my project on Brand Factory Hubli. I kindly request you to take few
minutes to fill this survey on your experience at Brand Factory Hubli. I
Appreciate your valuable inputs.
1). Name__________________
2). Your Gender

a) Male
b) Female
3). Your Age

a) 18-25
b) 26-35
c) 36-45
d) 46 & above
4). Are You
a) Student
b) Businessman
c) Private employee
d) Govt employee
5). Where do you reside?
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a) Hubli
b) Dharwad
6). Are you registered your number in store "Be the first"?
a. Yes
b. No
7). What is your Frequency of visit/shop at Brand Factory?
a) Once in a month
b) Twice in a month
c) Weakly
d) Whenever I need
8). Why do you choose brand factory for shopping regularly?
a) Because of offers
b) Because of quality of cloth
c) Because of brands
d) Because of past experience
9). What type of cloths you like to buy in brand factory?
a) Formals
b) Casuals
c) Night wears
d) Ethnic wears
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10). What comes in your mind when you hear a name brand factory?
a) Special cloth
b) Variety of cloth
c) Wide range of cloth
d) Quality of cloth
11). How do you come to know about Mega deals offers
a) Promotional SMS
b) Telephone call
c) Word of mouth
d) Newspaper ad
14). If yes what kind of problem you faced most time in brand factory?
a) Size issue
b) Quality issue
c) Billing issue
d) Missing some brands
15). If you shop during" free shopping week " (shop for 5000 pay only 2000) how
you felt?
1). 1
2). 2
3). 3
4).4
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5).5
16). Are you waiting for "free shopping week (shop for 5000 pay only 2000)"?
a) Yes
b) No
17). Your satisfaction level towards Brand Factory?
a) 1
b) 2
c) 3
d) 4
e) 5
18). Any one good or bad experience of yours in brand factory
19). Your satisfactory level towards old cloth exchange offer?
a) 1
b) 2
c) 3
d) 4
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e) 5
f)
20). From the fallowing which one you expect from store?
a) Online store app

b) Home delivery
c) Personal offers on their special day
d) Want more brands
21). Which offer you like most?
a. Buy 2 get 40%off

b. Flat 50% off
c. Shop for 4000 get 20% off on bill
d. Store voucher
22) Satisfactory level in brand factory
dis more
satisfied neutral satisfied satisfied Total
Brands
variety of product
quality of product
wide range of product
sales person communication
Offers
billing process
Price
exchange of cloth (size issue)
exchange of defected cloth
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DVH IMSR Page 79

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THE STUDY ON CUSTOMER EXPERIENCE TOWARDS BRAND FACTORY,

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RETAIL INDUSTRY OVERVIEW

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Global Fashion Retail Sector:

• Women's wear business is esteemed to USD 620billion.

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In July 2021, DP Retail, a subsidiary of Darwin Platform Group of Companies

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In February 2021, Greyweave, a hand-made carpets and rugs brand, announced to

FACTORS DRIVING THE GROWTH OF INDIAN RETAIL

Indian consumption and retail market growth is basically supported by the

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In February 2021, Greyweave, a hand-made carpets and rugs brand, announced to

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Retail investors boosted their shareholdings in Indian companies to an 11-year high in

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• FMCG sector is the fourth-largest sector in the Indian economy, with

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Some of the plyers in the organized retail sector

➢ Pantaloons retail Ltd.

Other major indigenous players in retailing

• Reliance retail, Bharti retail, Globus, Aditya Birla "More"

Segments of retailing and scope of opportunities

❖ Food and Grocery Retail: food market in India is largely unorganized.

❖ Beauty and wellness: pharmacy retailing in India is largely occupied by local

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❖ Consumer durable: market for consumer durable is US $ 6.5 billion and is

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MAJORE RETAILER IN INDIA

• Food & Grocery: BIG BAZAAR, Food Bazaar

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Their Subsidiary groups are as fallows:

Future Retail Groups:

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Future group manifesto:

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The State of India Fashion Retail:

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Challenges & Opportunities:

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FUTURE LIFESTYLE FASHION (FLF)

trends and providing utmost fulfilment to consumers.

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To be the leading lifestyle fashion company in India by creating exceptional brands

We at Future Lifestyle Fashions aim to create a globally recognized fashion

• Be the most preferred fashion destination of India.

• Create the most preferred portfolio of fashion brands.

• Be as the most innovative, efficient, and profitable retailer.

• Be the preferred employer in the fashion space.

• Be the trendsetter in Indian fashion through superior understanding of the

• Create happiness for customers, colleagues, business partners and every

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Future Lifestyle Fashions Limited is an integrated fashion company with presence

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