SUMMER TRAINING REPORT ON

MARKETING STRATEGIES
OF
SHIVA HOSIERY

Submitted in partial fulfilment

Of the Requirement for the
Award of the degree of

BACHELOR OF COMMERCE
By

HIMANSHU GOEL

Enrollment no.
08017788819

Vivekananda School of Business Studies

Vivekananda Institute of Professional studies

Guru Gobind Singh Indraprastha University

Delhi
 TO WHOM IT MAY CONCERN

I HIMANSHU GOEL, Enrolment No. 08017788819 from BCOM-V Semester of the

Vivekananda Institute of Professional Studies, Delhi hereby declare that the Summer
Training Report entitled “MARKETING STRATEGIES OF SHIVA HOSIERY” is an
original work and the same has not been submitted to any other Institute for the award of any other degree. A
presentation of the Summer Training Report was made on August-September 2021 and the suggestions as
approved by the faculty were duly incorporated.

Date:

Signature of the Student:

Certified that the Summer Training Report submitted in partial fulfilment of Bachelor of
Commerce (BCOM(H)) to be awarded by G.G.S.I.P University, by HIMANSHU GOEL,
Enrolment No. 08017788819 has been completed under my guidance and is Satisfactory.

Date:

Signature of the Guide:

Name of the Guide:

Designation:
 CERTIFICATE

This is to certify that HIMANSHU GOEL, a student of Bachelor of Commerce (BCOM(H)), a

batch of 2019, Vivekananda Institute of Professional Studies, Affiliated to GGS.IP. University
bearing Enrolment No. 08017788819, has undertaken the Summer Internship Training at SHIVA
HOSIERY during 1 JULY 2021 to 30 AUGUST 2021 under my supervision & guidance. He / She
has conducted a study and completed the project on time.

Seal of Organization:

Signature of the Guide:

Date:

Name of the Guide:

Designation:

Address:
 ACKNOWLEDGEMENT

First of all, I would like to thank my god, helping me starting from the beginning to the
end of my internship period.

I have extend my supreme gratitude to VIVEKANANDA INSTITUTE OF

PROFESSIONAL STUDIES for providing such kind of opportunity for students to
broaden their perception on how the real world in the field of Marketing looks like as
well organizing the whole internship program and its effort to make sure that the whole
internship program to achieve its desired goals.

I would also like to express my special thanks to MR.SUNIL KUMAR GOEL, owner of
the company, giving me a chance to spend my practice in his company and helping me
in my day to day activities during the intern time.

I extend my grateful thanks to workers in the site those help me in moral and material
needs as well as sharing me their knowledge to improve my theoretical knowledge to
the real works.

A special thanks to my faculty guide DR. ANUJ AGGARWAL for being the chief
facilitator of this project and helped me enhance my knowledge in the field of
marketing.

Finally, i would like to express my special thanks to my families and friends helping me
in all aspects and appreciate me to spend my all time in the work place during my
internship time.

REGARDS
HIMANSHU GOEL
 EXECUTIVE SUMMARY

Incorporated years back SHIVA HOSIERY is one of the leading fabric manufacturers
and traders in India today, providing complete range of hosiery fabric like cotton sinker
,polyster,viscose etc. in Indian markets.
SHIVA HOSIERY demonstrated fulfilment of the projects without compromising on
requirements of the customers. The company provides quality products to each and every
customer.
The company also gave an example of humanity by proving it, each and every worker in
the company is treated with due respect even if it is working in labour class or in lower
management or in the upper management.

SHIVA HOSIERY operates from its office in New Delhi and has over 10,000 esteemed
customers all over India and abroad.
The project work mainly aims at getting exposure to the real working environment. This
project report gives details about the industry profile, company profile, services offered by
the company.
The study helped me a lot to analyse the marketing strategies of company and findings,
suggestions and conclusions might help the company a lot to enhance its business
performance.
 INDEX

Topic Page No

Summer Training Appraisal 1-2

Certificate 3

Acknowledgement 4

Executive Summary 5

Chapter I: Introduction 7-15

Chapter II: Review of Literature 16-26

Chapter III: Research Methodology 27-32

a.) Objectives of the study
b.) Research Design
c.) Data Collection
d.) Data Sampling
e.) Statistical tools used

Chapter IV: Data Analysis & Interpretation 33-48

Chapter V: Findings 49-51

Chapter VI: Conclusions & Suggestions 52-56

CHAPTER -1

INTRODUCTION
 INTRODUCTION

MARKETING STRATEGY

• Marketing strategy is a process that can allow an organization to concentrate its

limited resources on the greatest opportunities to increase sales and achieve a
sustainable competitive advantage.

• Strategic planning involves an analysis of the company's strategic initial situation

prior to the formulation, evaluation and selection of market-oriented competitive
position that contributes to the company's goals and marketing objectives.

• Strategic marketing, as a distinct field of study emerged in the 1970s and 80s, and
built on strategic management that preceded it. Marketing strategy highlights the
role of marketing as a link between the organization and its customers.

• Marketing strategy leverages the combination of resources and capabilities within

an organisation to achieve a competitive advantage and thus enhances firm
performance.

• Essentially a formula for how a business is going to compete, what its goals should
be and what policies will be needed to carry out these goals.

• Strategy helps in developing goods and services with best profit making potential.

• Marketing strategy provides an organization an edge over it’s competitors

• It helps in fixing the right price for organization’s goods and services based on
information collected by market research.

• It provides a blueprint for attaining these marketing objectives.

• It is the building block of a marketing plan.

Business strategy Example marketing strategies

LAUNCH NEW PRODUCTS

EXPAND DISTRIBUTION
GROW SALES
START SELLING PRODUCTS INTO
OVERSEAS MARKET

INCREASE SELLING PRICES

REDUCE THE AMOUNT SPENT

INCREASE PROFITS ON TELEVISION ADVERTISING
REMOVE UNPROFITABLE
PRODUCTS AND SERVICES

IMPLEMENT A CUSTOMER
AWARENESS PROGRAMME
INVEST MORE IN ADVERTISING
BUILD CUSTOMER
AWARENESS
ENCOURAGE REFERRALS AND
REVIEWS
 RATIONALE FOR THE STUDY

• It helps to obtain a better understanding of market needs and to more

completely satisfy them.

• It helps us to define how you communicate your value to others.

• After the study you Know How You Stack Up Against the Competition

• It helps us to understand Who our Customers Are

• It gives a clear understanding of who you are and know exactly how to talk
about your business.

• It develops skills that are required in this fast-growing digital world we live in.

• Marketing helps you understand how to influence people’s decisions

• It boosts your communication skills

• Helps in completing organisational goals

• Helps to allow businesses to focus on their consumers' behaviours and

purchasing patterns
 MARKETING STRATEGY

(A) SOCIAL MEDIA MARKETING

(B) EMAIL MARKETING

(C) TELE MARKETING

(D) INTERNET MARKETING

(E) PAID MEDIA MARKETING

(F) REFERAL PROGRAMS

(G) SEARCH ENGINE OPTIMIZATION

(H) MEDIA MARKETING

(I) REGULAR REVIEWS

(J) WEBSITE DEVELOPMENT

 OBJECTIVES OF STUDY

• To Increase Lead generation

• To create Brand awareness

• To increase overall Sales

• To Create a Demand in the market

• To Improve Customer Satisfaction

• To have a growth in Market Share

• Creation of Goodwill and Public Image

• To Attract new customers

• To Increase customer loyalty

• To Increase referrals

• To have an Improvement in Profit maximisation

• To create a presence in the online market

• To Launch product or service in a new market

• To Reduce percentage of lost deals

• To Increase positive service reviews

 SCOPE OF STUDY

The study is conducted for two months in SHIVA HOSIERY, NEW DELHI. The
scope of the study is to comprehend the customer behaviour and purchasing form
of diverse products. The study also includes the brand awareness and
responsiveness level of products from Shiva Hosiery among the target customers
and methods to increase the brand remembrance on the top of the attention of the
customers. The core objective of the study is to comprehend the marketing tactics at
Shiva Hosiery to make it extra effective and proficient and to provide satisfaction to
the customers and to get referrals from them.

COMPANY PROFILE

NAME OF THE COMPANY Shiva Hosiery

ADDRESS New Delhi

MOBILE NUMBER 9711118450

EMAILID shivafabrics@yahoo.com

OFFICES 3

LOCAL, NATIONAL OR National

MULTINATIONAL
AREA OF OPERATION All over India

PRODUCTS OFFERED Cotton Sinker

Cotton lupnet
Polyster interlock lycra
Cotton Lycra
Viscose etc.
MANPOWER SIZE 6-10
MARKET POSITION One of the leading hosiery fabric
providers
Shiva Hosiery was established with the aim of providing best products to its customers.
Being professional and experienced fabric manufacturers, they are here to provide you
with hosiery fabric according to your need at your destination - safely and in time.

they offer comprehensive and cost-effective products to all your fabric needs. They are
offering a wide range of hosiery fabric in almost all the major cities of India and
worldwide. To do so, they have thier networks and associates all over India and in other
countries of world servicing people at their door step to provide them hassle free
products.

Their range of products include cotton, polyster, viscose, spun, pc, pv, cv, etc. They are
the most cost effective fabric provider in Delhi. They provide all hosiery fabric at
economical rates.

ORGANISATIONAL STRUCTURE

Shiva Hosiery follows a horizontal organisational structure all of them work as

a team which gives a favourable outcome. They use this structure as it gives
employees more responsibility and an open communication which sometimes
generates new ideas that would be profitable for the company.
 INDUSTRY PROFILE

INDUSTRY Fabric Industry

MAIN OFFICE New Delhi

NUMBER OF LOCATIONS 3

PRODUCTS Cotton
Polyster
Viscose etc

CLIENTS WE HAVE WORKED Selfcare, Bodycare, Exporters

WITH
SPECIALITIES All Hosiery Fabric

When Shiva Hosiery launched its variety of high quality fabric materials
few years before, no one in our competitors had even heard about these
materials, afterward everyone felt the requirement for it to secure the good
that need to be made. The material was fully protected with polythene and
was very easy to use.

Due to this our customers were very happy and had a very great effect on our
business and afterward our company is becoming a leading product provider
in our segment. We have served a lot of happy customers and are ready to
serve more customers.
 CHAPTER -2

REVIEW OF LITERATURE
 Meaning and Definition of Marketing Strategy

Marketing strategy is an approach that enables a company or organization to emphasis on

inadequate resources to further increase sales on the utmost opportunities and thereby
achieve sustainable competitive advantages.

The marketing tool has to be made on the origin of the market studies and emphasis on
the most suitable product blend in order to enhance profit and retain the business venture
for an extended time.

Marketing strategy has the primary goal of maximizing gross sales and developing a
cutthroat competitive advantage. Marketing strategy encompasses all important, short-
term, and long-term activities on- site of marketing that deal with the analysis of the
strategic initial circumstances of a company and the formulation, evaluation and selection
of market-oriented strategies and therefore, enabling to achieve the targets and goals of
the company and fulfilling its marketing objectives.

It presents a road map to acquire higher results as compared to the competitors such as
greater sales, brand recognition all over the world , higher market penetration , greater
revenues etc.

A well – designed strategic plan-

• Build consumer preference for the brand

• Maximize sales and profits

• Determines the tools that the company can use effectively and efficiently to face the
competition and achieve the market share.

• For customers and partners improves the marketing message effectiveness

• By focusing on the funds and assets on fascinating the precise workforces and
capitalizing only on the marketing advantages that contribute the whole marketing targets
by saving the company’s time and monetary resources.

• Differentiate the company from those of its rivalries by pinpointing the unique cut-
throat competitive advantage and the supportive constituents.

• Understand the firm’s long-term and short-term objectives and goals into actual
marketing procedures.
Marketing strategy is a plan to sell products or services in a way that delivers long-term
profitable growth. It is a brand’s blueprint; it tells the brand where to go and the best way
to get there. Great brands utilize strategy to deliver products and services that will have
meaningful impact. Every brand decision emerges from the marketing strategy and is
expressed at every moment of truth.

A requisite to advance a successful Marketing Strategy is to conduct a Situation Analysis.

1. STUDY THE COMPETITION –

Assess the brand’s relative strong point, faintness, chances, and extortions also called as a
SWOT Analysis in marketing strategy. This will provide a space where the brand could
succeed and prosper.

2. STUDY THE PRODUCT OR SERVICE CATEGORY –

Is the brand’s product or service is relevant in the existing market? Have there been any
important transformations in the category or to consumer behaviour?

3. EVALUATE THE BRAND’S PERFORMANCE –

What has the company learned and achieved over time? How has it answered to
marketplace problems?

4. CONDUCT MARKET RESEARCH–

Assure connectedness of the strategy before the substantial lifting of bringing it to market
is performed.

TYPES OF MARKETING STRATEGY

1. SOCIETAL MARKETING:

The planning, execution and regulator of programs to increase the appropriateness of a

social reason or exercise among the people is known as societal marketing e.g. No
Smoking campaign in Jaipur University, public relations campaign for melding vote.

2. AMPLIFIED MARKETING:
It is called as offering additional services by way of innovative concepts offerings and
advantage to the clients to increase their level of satisfaction e.g. free home delivery
service from supermarkets.

3. STRAIGHT MARKETING:

Marketing by several advertising media that inter–linked straight with customers, mainly
working for the customers to make a straight reply, e.g. selling catalogue, brochures, mail
orders, tile-communication, television shopping, etc.

4. ASSOCIATION MARKETING:

Marketing through constructing, upholding and enhancing strong and long-term

relationships with the clients in order to gain their faithfulness e.g. a hotel or restaurant
can maintain good relationships with customers by sending them wishes and discount
offers on their birthdays, anniversaries or any other occasions.

5. SERVICES MARKETING:

It is relating the concepts, devices and techniques of marketing to services like insurance,
retailing, educational, banking, medical services etc.

6. INDIVIDUAL MARKETING:
Individual marketing comprises of actions carry out to design, conserve or modify
assertiveness or performance towards general public like politicians, sports stars,
celebrities, professionals to substitute their businesses and incomes.

7. BUSINESS MARKETING:

The events commenced to generate, preserve and transform attitudes and behaviour of
target customers headed for an organization is known as Business marketing.

8. PLACE MARKETING:

The marketing that comprises of events commenced to design, develop or transform the
viewpoint and behaviour of customers towards particular region, for example, tourism
marketing.
9. DIFFERENTIAL MARKETING:

A marketing strategy in which a firm determines to target divergent markets through

different strategies or proposals. For example, HUL provides divergent varieties and
qualities soaps and detergents for different market segments and customer base.

10. SYNCHRONIC MARKETING:

Balancing the variations in non- uniform demand for a product according to the seasons,
timings, occasions, etc. through valuable pricing, promotion and further encouragements
e.g. heavy off-season discount on summer wears might increase its demand to certain
level.

11. DETERMINED MARKETING:

Marketing strategy in which the company highlights only one or fewer market segments.
An organization that selects a concentration strategy chooses to target its marketing
efforts on only one and particular market segment. Consequently, only one marketing mix
is expanded. For example, the manufacturer of BMW cars has chosen to focus on the
luxury segment of the watch market.

12. DE-MARKETING:

Online marketing strategy in which a company uses to reduce demand temporarily or

permanently not really to demolish demand nevertheless only to move that. For instance,
Super retail stores might not exactly offer discounts in weekends and holidays to
minimize overcrowded-marketing generally relates to when an organization make
downhearted its clients to acquire the product created by them.

Strategic marketing helps a firm to make sure that they select the right out-turn, goods or
facilities, to fetch nearly the outcomes that the customers desire. Marketing is defined as
the process of management of ascertaining, forestalling and fulfilling customers‟ desires.
The organizations satisfy the needs and wants within the limits of the organizations‟
mission and objectives. The risk will lose the way if a company doesn’t fulfil the needs of
the customers. Organizations can converted so focused on the goods and services that they
like manufacturing or creating, that the company disremembers to examine whether
somebody actually needs them and whether they are the appropriate approach to satisfy
the customers‟ desires. Marketing is an approximate which allows us to put our customers‟
needs prior. By the term users it means the people that our organization
survives to benefit. These are sometimes also called as clients, customers or beneficiaries
of the company.
Marketing concepts can make the great impact that helps us to better meet the needs of
customers. The company might even want to concentrate on their services to find out
what our customers really want by segmenting our customers and conducting market
research.
 7 P'S OF MARKETING

Strategic marketing helps a firm to make sure that they select the accurate outputs that is
products and services to bring about the outcomes that the customers need.

Marketing is the management process of identifying, anticipating and satisfying

customers‟ needs. Charitable and the public organizations satisfy needs within the limit of
their organization’s vision, mission and objectives. Just the once the organization has
developed their marketing strategy, there is a seven Ps of marketing. It can be applied to
constantly evaluate and re-evaluate the organization.

THE FOLLOWING ARE THE 7 PS OF MARKETING: -

• Product
• Place
• Price
• Promotion

When the people talk about marketing they mean the promotion of that specified product
or service. The organization can use the marketing mix as a checklist to decide about how
the present products and services meet customers' needs or to decide about innovative
product or service.

WHEN THE ORGANIZATION PROVIDES SERVICES IT MIGHT ALSO

UNDERSTAND IT IS CONVENIENT TO THINK ABOUT:

• People
• Physical evidence
• Processes

The majority of these seven P's of marketing can potentially include in the entire
operations. That means that marketing ideas should do the job into organization-wide
time-frame and implementation in an organization. It is the best idea for someone to be
held responsible for how the organization describes and fulfil the customers‟ needs and
wants.
 MEANING AND DEFINITION OF CUSTOMER SATISFACTION

The satisfaction level provided by the company’s products and services as assessed by the
numerous of repeat customers is known as Customer Satisfaction.

Customer satisfaction is a term commonly used in marketing. It is really a determination

of how product or service supplied by a company meet or complete customer expectation.
Customer satisfaction is called as the number of customers or percentage of totality of
customers, who have experience with a company, its products and services beyond
specified 27 satisfaction or else targets. It has been found in a survey that customer
satisfaction study is very useful in dealing with and evaluating the businesses.

Customer satisfaction grades might have strong sound effects within the organization. The
organization emphasizes employees on the importance of fulfilling customers‟ demands. A
brand gains a positive word-of-mouth marketing when it has loyal customers that is
together free and highly productive.

Therefore, it is very important for business organizations to successfully establish and

regulate customer satisfaction. To do this a firm requires lawful and demonstrative
methods of satisfaction.

For customer satisfaction survey companies generally query customers if the company’s
product and service has fulfilled the customers‟ expectations or gone away from
expectations. A customer expectation therefore is a key feature behind their satisfaction.
When a customer has enormous expectations but the reality originates lower than, the
customers feel disappointed and will likely rate their experience as less significant than
satisfying. This is the reason that a luxury watches such as Rolex might achieve lesser
satisfaction level than a modest even if its overall services would be judged greater in
positive terms.

SIGNIFICANCE OF CUSTOMER SATISFACTION

FOLLOWING ARE THE SIX REASONS ABOUT THE IMPORTANCE OF

CUSTOMER SATISFACTION: -
1. ACT AS A LEADING MEASURE OF CUSTOMERS’ REPURCHASES
INTENTIONS AND CONSTANCY: -

Customer satisfaction is one of the best ways to know how probably a customer will make
purchase in the time in the future. Asking customers to rate their satisfaction level on a
particular scale is a best method to know if they will turn out to be repeat purchasers or
not.

The customers might be considered as the satisfied when any one of them gives adequate
ratings and later the company can carefully trust them to come back and make replicate
purchases. Customers who give the firm high rating are the potential customers of the
firm. If the score is below the expectations it is a warning signal that a customer is not
happy and is almost to move out to that firm. There is a need to put the customers on a
customer watch list and observe them so that the company can conclude why their level of
satisfaction is low. The company has to find out how satisfaction delivers plenty of
insights inside the customers.

Thus, customer satisfaction is considered to be one of the most important device to

measure customers repurchase intentions and customer constancy.

2. ACT AS A POINT OF DISPARITY: -

Customer satisfaction is considered as an important differentiator in today’s competitive

market world where the corporates strive for large number of clients than their
competitors. Industries that achieve succession in this cut-throat competition are the ones
that make customer satisfaction an important constituent of their business strategy.

Imagine if the two firms offer exactly the same product, then the customers will choose or
select the product based on the product recommendation or superior experience of the
customers. Firms who offer amazing customer experiences build up surroundings where
satisfaction level is high and customer advocates are more. Customer satisfaction Mayas
well act as a point of differentiation for new customers and the existing customers.

3. IT REDUCES CUSTOMER SWITCH: -

Customer satisfaction is the benchmark which the company can utilize to minimize client
shift. The company can enforce innovative strategies in practice to maximize the overall
quality of the customer support by assessing and tracking customer support that the firm is
offering.
4. IT ENHANCES CUSTOMER LIFESPAN EXPECTANCY: -

A study found that a „fully happy customers‟ generate 2.5 times of higher profits than a
„somewhat happy customer‟. At the same time, a „fully happy customers‟ contribute 14
times greater profits than a „somewhat unhappy customers‟.

Satisfaction plays a significant role in identifying out how much profit a customer
contributes for the company.

The profitable organizations comprehend the importance of customer lifespan expectancy.

If the company maximizes the most of the customer lifespan expectancy it improves the
earnings on the marketing currency.

Customer lifespan expectancy is an inheritor of higher customer satisfaction level and also
better customer retention.

5. IT REDUCES DESTRUCTIVE WORD OF MOUTH COMMUNICATION: -

It had been originated by McKinsey that the customers who are not happy say between
10-15 people about their past experience of the product or service. In fact, 13% of
unhappy customers say around 20 persons about their past experience.

Customer satisfaction is tightly linked to profits and repeat purchases. Whatever got
forgotten is how the customer satisfaction adversely affects the business. It is one thing to
misplace a customer since they were not satisfied with the particular product. It is one of
different point completely to lose 20 customers due to of few negative word of mouth
communications.

For preventing negative word of mouth communication the company needs to assess
customer satisfaction on continuing basis. The company can identify whether the
customers are actually happy or not with the product or service by finding changes in
satisfaction level.

6. IT IS INEXPENSIVE TO GET BACK THE EXISTING CUSTOMERS THAN

ACQUIRE NEW ONES: -

It costs several times greater to obtain new customers in the company than it takes to
retain the existing customers.

The company needs to spend huge money to retain the customers again. The company and
its marketing group enlarge thousands of dollars getting the attention of viewpoints,
nurturing them into leads and transforming them into sales.
 IMPORTANCE OF CUSTOMER’S SATISFACTION SURVEY

STRENGTHEN AFFIRMATIVE METHODS

Customer satisfaction studies requires customer’s issues about different zones adding
customer support, employee’s knowledge and understanding and effectiveness and the
policies, 30 guidelines and processes of the business. Querying the clients about the recent
returns may demonstrate the company that the clients are pleased with the company’s
policy and will have repeat purchase in future because the company has back up with its
products. The company can approve return policy on its website and in advertisements or
campaign as per the result. As well as knowing from the customers how they heard about
the company can tell whether the marketing strategies are executing well as it is
anticipated or not.

KNOW WHERE TO ENHANCE

There are particular business vendors who exercise customer satisfaction comments once
they have experienced a decrease in gross sales magnitude. Once the sponsors have
passed it may be quite delay to recover those to the organization. So the company should
survey its customers whenever business is great. The firm should ask about the product
prices as compared to its competitors. If the firm receives immense responses that the
company is much more expensive, it will have a possibility to balance pricing or
manufacturing processes to be competitive. If the company charges high price just
because it possesses a good quality product, it should assign that detail in its advertising
campaigns. Studies communicate a distinct unsatisfactory aspect such as impolite
employees, delay in distribution and a web-site that is difficult to plan and construct. The
company should make modifications before its reputation goes company as it will reduce
the destructive impact on the organization.

OBTAIN NEW IDEAS

The Company must acquire information about the upcoming expectations of its customers
and the guidelines to shift with the products and services it offers. To discover what
clients most expect from the company, the company has to add listed of selected items to
the study. For instance, if the company believes making available innovative products and
services or modifying its attributes of already existing range, give its customers few
alternatives and query the one which they need most likely to spend for. Consecutively
when the company study allows creating statements, its question can be open-ended to
allow customers to add any kind of linked products and services that is a primary concern
to them. Instead of striving to anticipate the upcoming needs of the customers, offering
innovative products that are in demand based on the study might be more successful.
GATHER PRODUCT OR SERVICES DATA

Until the manufacturer discovered it on its organization overview web services, it may not
know its customers‟ dissatisfaction with the company’s products or services. A huge
number of product returns may denote bad quality and the firm might not recognize that it
is really losing sales due to obstructive details dispersed about the products in case the
clients don’t put down why they do not intend to buy the products. A portion of the
customer support study should be dedicated to the certain level of satisfaction with the
company’s products and services. Reinforcing in such a space really need a firm to
manipulate its organization process and the sort of facts and important information the
firm provide about time period or predicted dates in case the firm interprets customers are
disappointed with the decline.

CUSTOMER RETENTION

If the customers know that the firm cares enough to question what they like and do not
like about it, the firm may have repeat sales. Paying attention to the customer’s responses
indicates them that the firm is more than just an earnings stream. And if the company
receives reliable complaints from familiar customers, contact them to ask forgiveness,
provide compensation and explain alterations initiated as an outcome. The firm may be
able to get back its business as it has well informed about the condition through the
customer survey.

Customer satisfaction plays a very significant character inside every business unit. It is
not only the foremost indicator to evaluate client trustworthiness , identify the clients who
are dissatisfied with the product, reduce customer switches and maximize earnings but it
also acts as a key element of distinction that helps the company to attract and acquire new
customers in this competitive business world.
 CHAPTER - 3

RESEARCH METHODOLOGY
 THE 3 TYPES OF SURVEY RESEARCH

Most research can be divided into three different categories: exploratory, descriptive and
causal. Each serves a different end purpose and can only be used in certain ways.

In the online survey world, mastery of all three can lead to sounder insights and greater
quality information. Let’s do a quick overview of all three types of research, and how they
fit in a research plan.

EXPLORATORY RESEARCH

Exploratory research is an important part of any marketing or business strategy. Its focus
is on the discovery of ideas and insights as opposed to collecting statistically accurate
data. That is why exploratory research is best suited as the beginning of your total
research plan. It is most commonly used for further defining company issues, areas for
potential growth, alternative courses of action, and prioritizing areas that require statistical
research.

When it comes to online surveys, the most common example of exploratory research takes
place in the form of open-ended questions. Think of the exploratory questions in your
survey as expanding your understanding of the people you are surveying. Text responses
may not be statistically measureable, but they will give you richer quality information that
can lead to the discovery of new initiatives or problems that should be addressed.

DESCRIPTIVE RESEARCH

Descriptive research takes up the bulk of online surveying and is considered conclusive in
nature due to its quantitative nature. Unlike exploratory research, descriptive research is
pre planned and structured in design so the information collected can be statistically
inferred on a population.
The main idea behind using this type of research is to better define an opinion, attitude, or
behaviour held by a group of people on a given subject. Consider your everyday multiple
choice question. Since there are predefined categories a respondent must choose from, it
is considered descriptive research. These questions will not give the unique insights on the
issues like exploratory research would. Instead, grouping the responses into
predetermined choices will provide statistically inferable data. This allows you to measure
the significance of your results on the overall population you are studying, as well as the
changes of your respondent’s opinions, attitudes, and behaviours over time.
CAUSAL RESEARCH

Like descriptive research, causal research is quantitative in nature as well as preplanned

and structured in design. For this reason, it is also considered conclusive research. Causal
research differs in its attempt to explain the cause and effect relationship between
variables. This is opposed to the observational style of descriptive research, because it
attempts to decipher whether a relationship is causal through experimentation. In the end,
causal research will have two objectives:

• To understand which variables are the cause and which variables are the effect.
• To determine the nature of the relationship between the causal variables and the
effect to be predicted.

For example, a cereal brand owner wants to learn if they will receive more sales with
their new cereal box design. Instead of conducting descriptive research by asking people
whether they would be more likely to buy their cereal in its new box, they would set up an
experiment in two separate stores. One will sell the cereal in only its original box and the
other with the new box. Taking care to avoid any outside sources of bias, they would then
measure the difference between sales based on the cereal packaging. Did the new
packaging have any effect on the cereal sales? What was that effect?

DATA COLLECTION

Information in this report is collected from the following sources:-

PRIMARY DATA:

• QUESTIONNAIRE
• OBSERVATION
• INTERVIEWS

SECONDARY DATA:

• COMPANY WEBSITE
• COMPANY BROCHURES
• MAGAZINES
• NEWSPAPERS
 SAMPLE SIZE

The sample size is 200 the method of sampling used is simple random sampling. The
sample has been collected from our clients.

AREA OF RESEARCH

The study is conducted for 2 months at Shiva Hosiery, New Delhi

QUESTIONNAIRE

A questionnaire is a research instrument that consists of a set of questions or other types

of prompts that aims to collect information from a respondent. A research questionnaire is
typically a mix of close-ended questions and open-ended questions.

Open-ended, long-form questions offer the respondent the ability to elaborate on their
thoughts. Research questionnaires were developed in 1838 by the Statistical Society of
London.

The data collected from a data collection questionnaire can be both qualitative as well
as quantitative in nature. A questionnaire may or may not be delivered in the form of
a survey, but a survey always consists of a questionnaire.

QUESTIONNAIRE USED IN THIS RESEARCH IS AS FOLLOWS

SHIVA HOSIERY

CUSTOMER FEEDBACK FORM

1. Name *

2. Email Id *

3. Where are you located?

• Delhi
• Out of Delhi

4. Where did you first hear about Shiva Hosiery?

• Advertisement
• Friends or family references
• Social Media
• Emails
• Apps like justdial. Urbanclap ETC.
• Other:

5. Have you used our products before?

• Yes
• No

6. Did the customer support team resolve all your queries or issues (if any)?
• Yes
• No
• There were no queries/issues

7. Were our products up to your expectations?

• Yes
• No
8. How would you describe your product experience?
• 5 Star
• 4 Star
• 3 Star
• 2 Star
• 1 Star

9. What all did you liked about us?

• Our Best Quality
• Our Low Rates
• Our Employee Behaviour
• Our Time Management
• Other:

10. Do you feel our product was worth the cost?

• Yes
• No

11. Will you be willing to purchase our product in future?

a. Yes
b. No

12. Have you seen our reviews and websites before purchasing our product?
a. Yes
b. No

13.Will you recommend us to others?

a. Sure
b. Certainly not
 CHAPTER – 4

DATA ANALYSIS & INTERPRETATION

QUESTION-1
QUESTION-2
QUESTION-3
QUESTION-4
QUESTION-5
QUESTION-6
QUESTION-7
QUESTION-8
QUESTION-9
QUESTION-10
QUESTION-11
CHAPTER – 5

FINDINGS
THE FINDINGS OF THE STUDY AS PER THE RESULTS ARE AS
FOLLOWS

• The results states that majority of our customers are from Delhi and now we can work
on new policies and methods to look upon our customers that are from outside Delhi.

• The results show that majority of our customers reached us through social media or
family or friend reference, so we should put more efforts in advertising our company
and running email campaigns etc.

• The results shows that majority of our customers had used our product before
connecting with us so this is a good alarm that we are gaining customers who already
had used these products.

• The results states that all the queries or issues were being cleared by our customer
support team and there were no queries or issues left hence our company is being
crystal clear to all of our customers.

• The results states that majority of our customers liked our products and we served
them up to their expectations.

• The results states that majority of our customers rated 5 Stars for our products and
we would work upon getting all our customers rating as 5 stars.
• The results shows us that majority of our customers liked our low rates, best quality,
time management and employee behaviour and we would love to keep this and
improve upon everything to satisfy our customers.

• The results states that majority of our customers believed that our overall product
was worth the cost and are happy purchasing our products.

• The results states that majority of our customers will be more than happy to purchase
our purchase in future and have trust and faith in us.

• The results states that majority of our customers checked our reviews and websites
before using our products so we should put more effots in building our websites and
other social media handles.

• The results states that majority of our customers agreed to recommend us to others due
to our quality work and personalised help with best pricing.
 CHAPTER – 6

CONCLUSION AND SUGGESTIONS

 CONCLUSION

Throughout my internship, I could understand more about the definition of marketing and
prepare myself to become a responsible and innovative person in future. Along my
training period, I realize that observation is a main element to find out the root cause of a
problem. Not only for my project but daily activities too.

During my project, I cooperate with my colleagues and operators to determine the

problems. Moreover, the project indirectly helps me to learn independently, discipline
myself, be considerate/patient, self-trust, take initiative and the ability to solve problems.
Besides, my communication skills is strengthen as well when communicating with others.

During my training period, I have received criticism and advice from my senior
executives when mistakes were made. However, those advices are useful guidance for me
to change myself and avoid myself making the same mistakes again.

Apart from that, I had also developed my marketing skills through various programs that I
had done. In sum, the activities that I had learned during field training really are useful for
me in future to face challenges in a working environment. Throughout the field training, I
found that several things are important:

CRITICAL AND ANALYTICAL THINKING

To organize our tasks and assignment, we need to analyse our problems and assignment,
and to formulate a good solution to the problem. We would have to set contingency plan
for the solution, so that we are well prepared for the unforeseeable situations.

TIME MANAGEMENT

As overall marketing persons are always racing against tight timeline and packed
schedule, a proper time management will minimize facing overdue deadlines. An
effective time management allows us to do our assignment efficiently and meet our
schedules. Scheduling avoids time wastage and allows us to plan ahead, and gaining more
as a result.
GOAL MANAGEMENT

Opposing to a Herculean goal seemed to be reachable at first sight, it is better to sub-

divide the goals to a few achievable tasks, so that we will be gaining more confidence by
accomplishing those tasks.

COLLEAGUE INTERACTIONS

In working environment, teamwork is vital in contributing to a strong organization.

Teamwork is also essential in reaching the goals of the organization as an entity. Thus,
communicating and sharing is much needed in the working environment. Therefore, we
should be respecting each other in work, and working together as a team, instead of
working alone. This is because working together as a team is easier in reaching our
targets, rather than operating individually.
 SUGGESTIONS

The rapid increase in competition and the never ending launches of new products and
services describe the clothing sector of today. This transformation has been because in
order to attract market and to increase its profit over time, the companies are coming
out with strategies that are novel in nature.

However this is not the end of road. They should strive for introducing new products and
services and at the same time updating the old ones.

Some of the suggestions are:

• Should look upon our competitor’s strategy and should prepare our own policies
according to it.

• Should create a better social profile in this era.

• Should adopt modern techniques and policies.

• Track the time spent on certain tasks and improve time management skills.

• Ensure the customers that they are important to us.

• Set your goals and work upon it accordingly.

• Make a perfect plan to maximise profits of the company.

• Gain trust of the customers.

• Team is important so always end up having team work in the company.

• A good communication between employees should be there inside the organisation.

• Communication, knowledge and confidence are the most important factors to work
upon to achieve your goals.

• Work effectively as well as efficiently.

• Everything should be organised to get a clear path to achieve your goal.

 LIMITATIONS

In undertaking this study, a number of problems were faced. Thus the study has several
limitations.

The limitations are:

LACK OF KNOWLEDGE:

• As a student, in the research field, I have no past practical experience of data collection,
data processing, data analysing, integrating and presenting. So it is a limiting factor for
obtain accurate information.

LACK OF TIME
• For the time limitation I could not gather more information to justify exact condition.
The time constraints are limiting factors.
SMALL SAMPLE SIZE:
• The study is limited by the size of the sample. As the sample size is very small,
geographical and regional differences could not be included.
FUND UNAVAILABILITY
• I don’t have much financial support to conduct this study. I could not interview with
more respondents covering the survey area.
CUSTOMERS WILLINGNESS

• Most of the customer of the banks businessman and employee. So, they could not
give me enough time to fill up questionnaire. Also they are not willing or afraid to
provide appropriate data.