“A STUDY ON CUSTOMER SATISFACTION TOWARDS

ALLEN SOLLY APPAREL”

Project Report submitted to

UNIVERSITY OF CALICUT
In partial fulfillment of the requirement for the award of the degree
of
BACHELOR OF BUSINESS ADMINISTRATION

Submitted by

SOURAV K B

(CCASBBAR36)

Under the supervision of

MS. PRASSY VISWAMBHARAN

DEPARTMENT OF MANAGEMENT STUDIES

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

MARCH 2021
 CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

CALICUT UNIVERSITY

DEPARTMENT OF MANAGEMENT STUDIES

CERTIFICATE

This is to certify that the project report entitled “A STUDY ON CUSTOMER

SATISFACTION TOWARDS ALLEN SOLLY APPAREL” is a bonafide
record of project done by SOURAV K B, Reg no. CCASBBAR36, under my
guidance and supervision in partial fulfillment of the requirement for the award
of the degree of BACHELOR OF BUSINESS ADMINISTRATION and it
has not previously formed the basis for any Degree, Diploma and Associateship
or Fellowship.

Prof. C. L BABY JOHN MS. PRASSY VISWAMBHARAN

Co-Ordinator Project Guide
 DECLARATION

I, SOURAV K B, hereby declare that the project work entitled “A

STUDY ON CUSTOMER SATISFACTION TOWARDS ALLEN SOLLY
APPAREL” is a record of independent and bonafide project work carried out
by me under the supervision and guidance of MS. PRASSY
VISWAMBHARAN Assistant Professor, Department of Commerce, Christ
College, Irinjalakuda.

The information and data given in the report is authentic to the best of my
knowledge. The report has not been previously submitted for the award of any
Degree, Diploma, Associateship or other similar title of any other university or
institute.

Place: Irinjalakuda SOURAV K B

Date: CCASBBAR36
 ACKNOWLEDGEMENT

I would like to take the opportunity to express my sincere gratitude to all

people who have helped me with sound advice and able guidance.

Above all, I express my eternal gratitude to the Lord Almighty under whose
divine guidance; I have been able to complete this work successfully.

I would like to express my sincere obligation to Rev.Dr. Jolly Andrews,

Principal-in-Charge, Christ College Irinjalakuda for providing various facilities.

I am thankful to Prof. C.L.Baby John, Co-Ordinator of Management Studies,

for providing proper help and encouragement in the preparation of this report.

I am thankful to Prof. Aslam P S Class teacher for his cordial support, valuable
information and guidance, which helped me in completing this task through
various stages.

I express my sincere gratitude to MS. Prassy Viswabharan, Assistant Professor,

whose guidance and support throughout the training period helped me to
complete this work successfully.

I would like to express my gratitude to all the faculties of the Department for
their interest and cooperation in this regard.

I extend my hearty gratitude to the librarian and other library staffs of my

college for their wholehearted cooperation.

I express my sincere thanks to my friends and family for their support in

completing this report successfully.
 TABLES OF CONTENTS

CHAPTER NO. CONTENTS PAGE NO:

LIST OF TABLES

LIST OF FIGURES

CHAPTER 1 INTRODUCTION 1-4

CHAPTER 2 REVIEW OF LITERATURE 5-8

INDUSTRY AND COMPANY

CHAPTER 3 9-14
PROFILE

DATA ANALYSIS AND

CHAPTER 4 15-38
INTERPRETATION

FINDINGS, SUGGESTIONS
CHAPTER 5 39-41
& CONCLUSION

BIBLIOGRAPHY

ANNEXURE
 LIST OF TABLES

TABLE
TITLE PAGE NO:
NO:

Table showing gender-wise classification of the

4.1 15
respondents

Table showing age-wise classification of the

4.2 16
respondents

Table showing family income level-wise

4.3 17
classification of the respondents

4.4 Table showing respondent is an earning member 18

Table showing the respondent is using Allen Solly

4.5 19
apparel

Table showing the respondents family/friends

4.6 20
using Allen Solly apparel

Table showing how long is the respondent using

4.7 21
Allen Solly

Table showing how many pairs of Allen Solly

4.8 22
apparel do the respondent has

Table showing which model of the Allen Solly

4.9 23
apparel do the respondent own

Table showing how the respondents came to know

4.10 24
about Allen Solly apparel

Table showing the respondents get status in the

4.11 25
society by using Allen Solly apparel
 Table showing Allen Solly apparel having online
4.12 26
website

4.13 Table showing navigation through a easy or not 27

Table showing the respondent satisfied with the

4.14 28
information provided on the website

Table showing for what purpose the respondent

4.15 29
using the website

4.16 Table showing mode of purchase of respondents 30

Table showing reasonable price of Allen Solly

4.17 31
apparel

4.18 Table showing Allen Solly apparel is worth buying 32

Table showing factors which influenced

4.19 33
respondents to purchase Allen Solly apparel

Table showing is the respondent contacted with the

4.20 34
customer service

Table showing the ranks given it various factors

4.21 35
based on their influence

Table showing the closest competitor of Allen

4.22 36
Solly apparel

Table showing whether the respondent had used

4.23 37
products of competitors

4.24 Table showing satisfaction of the respondent 38

 LIST OF FIGURES

FIGURE
TITLE PAGE NO:
NO:

Figure showing gender-wise classification of the

4.1 15
respondents

Figure showing age-wise classification of the

4.2 16
respondents

Figure showing family income level-wise

4.3 17
classification of the respondents

4.4 Figure showing respondent is an earning member 18

Figure showing the respondent is using Allen Solly

4.5 19
apparel

Figure showing the respondents family/friends

4.6 20
using Allen Solly apparel

Figure showing how long is the respondent using

4.7 21
Allen Solly

Figure showing how many pairs of Allen Solly

4.8 22
apparel do the respondent has

Figure showing which model of the Allen Solly

4.9 23
apparel do the respondent own

Figure showing how the respondents came to know

4.10 24
about Allen Solly apparel

Figure showing the respondents get status in the

4.11 25
society by using Allen Solly apparel
 Figure showing Allen Solly apparel having online
4.12 26
website

4.13 Figure showing navigation through a easy or not 27

Figure showing the respondent satisfied with the

4.14 28
information provided on the website

Figure showing for what purpose the respondent

4.15 29
using the website

4.16 Figure showing mode of purchase of respondents 30

Figure showing reasonable price of Allen Solly

4.17 31
apparel

Figure showing Allen Solly apparel is worth

4.18 32
buying

Figure showing factors which influenced

4.19 33
respondents to purchase Allen Solly apparel

Figure showing is the respondent contacted with

4.20 34
the customer service

Figure showing the ranks given it various factors

4.21 35
based on their influence

Figure showing the closest competitor of Allen

4.22 36
Solly apparel

Figure showing whether the respondent had used

4.23 37
products of competitors

4.24 Figure showing satisfaction of the respondent 38

 CHAPTER-1
INTRODUCTION
1.1 Introduction
Customer satisfaction is a term frequently used in marketing. It is a measure of
how products and services by a company meet or surpass customer expectation.
Customer satisfaction is defined as the number of customers, or percentages of
total customers, whose reported experience with a firm, its products, or its
services or its ratings exceeds specified satisfaction goals.

The goal of every company should be to make its customers satisfied. Satisfied
customers will come again and might stay as customers for a longer period. It
is important for the company to care and appreciate the customers. If the
company can make the customer satisfied the customer will come back again
and the customers might tell some of their friends about the good service they
got. Customer satisfaction is the overall impression of customer about the
supplier and the products and services delivered by the supplier. The factors
affecting customer satisfaction includes department wise capability supplier,
technological aspects and various other factors.

The factors could be widely classified under two categories i.e., supplier's
behaviour and performance of product and services. The supplier's behaviour
mostly depends on the behaviour of its senior subordinates, managers and
internal employees. All the functional activities like customer response, direct
product and maintenance services, complaint management etc. are the factors
that rely on show skilful and trained the internal and human resources of the
supplier. The second category is regarding all the products and services. This
depends on the capability of supplier to how to nurture the products and
services efficiently and how skilled the employees are. It's all about how the
skills are implemented to demonstrate engineering, re-engineering and
technological aspects of the products and services. The quality and
effectiveness of the products is also an important factor that enables compatible
and hassle-free functions and operations. This bear to lower maintenance and
higher life of the product, which is highly admired by the customers. The steps

1
to increase customer satisfaction includes justifying the sale with social proof,
surprise customers with a bonus and offering free product training and support.

1.2 Statement of problem

Today's consumer markets are too competitive for maximizing the profit and
widening the market share. The companies use various efforts for attaining
their objectives. Most of the companies try to convert potential customers into
a regular customer. For this, they try to provide maximum benefits and
convenience to the customers through the excellent utilization of resources,
these studies have been conducted to find customer satisfaction towards Allen
Solly apparel.

1.3 Scope of study

The scope of this study is to examine the customer satisfaction “with
reference to Allen Solly apparel” and find possible remedies to counter
act their competition.

1.4 Significance of study

The study focuses on customer satisfaction towards Allen Solly. It includes the
availability level of products, quality of products, customer's expectation
towards the products and the problems faced by the customer if any.

1.5 Objectives of study

 To analyse the buying behaviour of customers
 To study the present markets situation of Allen Solly apparel
 To analyse the general problems of customers of Allen Solly

1.6 Research Design

It is the framework of research method and techniques chosen by researcher

1.6.1 Nature of study

The nature of study states as descriptive cum analytical

2
1.6.2 Nature of data
The study is based on primary and secondary data

1.6.3 Source of data

The primary data is collected through questionnaire which is suitable for the
study and the secondary data are collected from different websites

1.7 Sample Design

Sampling is a fundamental part of statistics samples are collected to achieve an
understanding of a population because it is typically not feasible to observe all
members of population

1.7.1 Nature of population

Allen Solly products users in Christ college Irinjalakuda

1.7.2 Sample unit

Sample unit is Allen Solly products users in Christ college Irinjalakuda

1.7.3 Methods of sampling

Simple random method is used for sampling. In 20 departments, 2 students
taken from each department and rest 10 from commerce department

1.7.4 Size of sample

Sample size is 50

1.8 Tools of analysis

Percentage analysis is used as the tools for study

1.9 Limitations of study

 One of the important disadvantages of this study is based only on Christ
College the result may not be taken as a universal suggestion.
 The customers perception may change in accordance with time, fashion,
etc.
 The increasing number of competitors is also a leading disadvantage
which makes it too hard to speculate Allen Solly apparel.
3
1.10 Chapterization

Chapter-1 Introduction and research methodology

Chapter-2 Review of literatures

Chapter-3 Industry profile and company profile

Chapter-4 Data analysis and interpretation

Chapter-5 Finding's suggestions and conclusions

4
 CHAPTER-2
REVIEW OF LITERATURE
2.1 Empirical review

Lalitha et al., 2008 made a study entitled "Brand Preference of Men’s wear".
Scope of the study focuses on the brand preference regarding shirts and pants
of select consumers. The objectives of this study were to know the reason why
customers prefer branded shirts and pants to unbranded ones, to find out the
influence of advertisement for branded clothing for the purchase behaviour of
the respondent and to know the factors influencing customers while choosing
branded shirts or pants. It is concluded that educational qualifications,
employment status, age group, convenience of shops, and advertisement are
influencing factors for purchasing the branded shirts and pants by the
respondents. 94percent of the respondents are highly educated and purchased
branded ready wears. Age group of 20-50 years is income earning people and
spending on the branded wears. The study reveals that the advertisements play
a limited role to choose the brand among readymade dresses available in the
market. 54percent of the customers are buying branded ready wear because of
quality and status symbol.

Ritu Narang 2006 in a study entitled “A Study on Branded Men’s wear”, was
taken up in the city of Lucknow with an intention to explore the purchase
behaviour of the buyers of branded men’s wear. The objectives of this research
are to study the purchase behaviour of the buyers of branded men’s garments,
to study the impact of advertising on the purchase decision of buyers, to study
the impact of promotional activities on purchase behaviour of buyers. The
research type was exploratory as it was conducted to develop a concept about
the purchasing behaviour of buyers of branded men’s garments and the impact
of advertising on their purchase decision. This study concluded that most of the
times buyers visit the showrooms of branded garments with the purpose of
shopping.

5
Jaishri and Jethwaney, 1999 the purchasing of branded garments is not
impulsive. However, compared to women, male buyers visit the showroom for
passing the time; The number of people visiting the showroom with a brand in
mind is same as the number of people visiting the showroom with no brand in
mind; Advertising has maximum impact in creating brand awareness.

Pathak and Tripathi ,2009 made a study entitled “Customer Shopping

behaviour among Modem Retail Formats: A Study of Delhi & NCR”. The
Study is an exploratory research conducted in Delhi & NCR. It specifically
focuses on customer shopping behaviour in Indian scenario among the modern
retail formats. Objectives of the study are to find out the factors that affect the
buyer's decisions among the modern retail formats and to evaluate the
comparative strength of these factors in buying decision of the buyers. On the
basis of primary as well as secondary research the authors note that retailers
often overlook the schemes and offerings expected by the customers and tried
to impose their own offerings upon customers which ultimately cause the
dissatisfaction.

Mishra, 2009 It is further stated that the Indian customers have become more
sensitive to quality, customer service and status. She/he is ready to pay,
sometimes, astronomical sums, provided their needs are satisfied. They are
basically looking for an experience which is more of cognitive than physical .

Biplab, 1998. Today's young consumers are inclined more towards leading a
comfortable and hassle-free life. They have come in possession of money and
wish to spend it on trusted goods and services, which are well worth the money
that they would pay. 'Brands' cost them dearly and yet, they prefer the same as
they are conscious of the fact that branded products give them their money's
worth. This generation of consumers may, therefore, be labelled as 'the brand
conscious generation’

Sherlaker, 1995 Raymonds, Amul and Bata are trusted brands. The problem is
that when they started, they were pioneers in their line, whereas today, there are
multiple brands that are able to deliver the same quality at a lower price
6
perhaps. Unless they reinvent themselves and remain relevant, they cannot
sustain. The Article entitled “The Recipe for the success of Garment Industry”
highlights that Segmentation – Targeting – Poisoning (STP) is an important
strategic tool in business, where in customers are grouped together based on
some common traits (segmenting), business analysis is done for these segments
to identify viable segment(s) (targeting) and the firm positions its marketing
offer to appeal to the targeted segment(s) so that the identified segment
resonates to the offering (positioning). Because of the universalization of
common production technologies and quality standards, differences in various
products and services are getting blurred. At the same time, customers are quite
demanding and would want their specific needs to be addressed. Thus, firms
will have to configure what customers want, rather than being product centric.
This trend makes the customer segments smaller and smaller and poses a
challenge to make each cluster a viable segment.

Simintiras, Anotonis (1997) attempt to distinguish evaluation outcomes of

likely future satisfaction from feelings or emotions prior to the act of purchase,
and assess the impact of prepurchase satisfaction on the purchase behaviour of
first-time buyers. In their study after conceptualizing prepurchase satisfaction
as the emotional outcome of anticipated satisfaction, it was hypothesized that;
Prepurchase satisfaction and anticipated satisfaction are related but. And
prepurchase satisfaction levels are higher for potential first-time buyers who
buy than those who do not buy. The results provided support for both
propositions, and suggest that anticipated satisfaction and prepurchase
satisfaction are distinguishable constructs, and prepurchase satisfaction is a
predictor of the purchase behaviour of first-time buyers.

Shainesh 2004 presents that buying behaviour in a business market is

characterized by long cycle times, group decision making, participants from
different functional areas and levels and sometimes divergent objectives, and
changing roles of the participants during the buying cycle.

7
Jayashree 1998 says “In the matter of textiles, the consumer prefers a wide
variety of fabrics to choose them, and their preferences changes according to
the season and geographical areas2. Consumer taste is a controlling factor in
determining the character of goods that appears in the market. A rational
approach to clothing needs and expenditure makes the consumer more effective
participate in entire market economy”. Gender has been identified in much
literature on consumer shopping behaviour as a significant factor in
understanding consumer behaviour and as a fundamental market segmentation
index for companies to meet their customers’ needs and wants; Marketers
should strive to understand the gender differences in decision-making styles.
Research addressing the issue of gender differences in decision-making styles
could help marketers to find better ways of communicating with both sexes and
to guide marketing mix decisions

Mitchell and Walsh, 2004 Marketing scholars argue that gender-based

segmentation, especially if it is based on biological sex per se, meets several of
the requirements for successful implementation: the segments were easy to
identify, easy to access, and large enough for consumer products and services
to be marketed profitably3&4. Numerous studies in the past have provided
considerable evidence that gender relates to consumers’ perceptions, attitudes,
preferences and purchase decisions

8
 CHAPTER-3
INDUSTRY AND COMPANY PROFILE
3.1 Industry profile

The Indian textile and apparel industry is the largest foreign exchange earner
for the country. It is also the second largest employment provider after
agriculture and plays a key role in the development of the economy. The
fashion industry is the fastest growing industry in the world. From the last few
decades, the fashion industry in India has been experiencing an explosion due
to considerable dynamic nature which increases fashion consciousness among
consumers. Everyone has a separate and elegant fashion sense which is mainly
related to the apparels throughout the world. Apparels define the personality,
education, behaviour and the way of thinking of the people. It is substantial to
note that Indian fashion consumers will set the global fashion trends in the
coming era. Currently, all international brands are found in India. Indian
fashion industry has progressed from emerging stage to successful blooming
industry today. Indian apparel sales are expected to reach an estimated $25
billion this year, having grown in excess of 10% over the past 5 years. In India,
apparel is the second largest retail category (behind food and groceries),
representing approximately 10% of the total market.

There are numerous fashion designers of India which have distended into
famous brands not only in the country but in the world which has given more
improvement to the Indian fashion industry. Consumers’ attitude is changing
with the present scenario, as the hoisting of tailoring costs and comparatively
less charges of branded outfits; they are increasingly being attracted towards
ready-mades. Ready-mades of specific brands have become not only a status
symbol; these have brought a latest style in offices as much as in social circles.
According to Fashion Design Council of India (FDCI), that apparels created by
Indian designers are going to play a major role in the growth of the apparel
industry in the next few years. These changes will have far-reaching
implications for designers, manufacturers, and retailers targeting the Indian
apparel market. The growth rate of the fashion market as per consumers’

9
attitude for branded apparels in future that would increase drastically by more
than 10-15% as compare to past in just 10 years.

Traditionally, Indians preferred dresses stitched by local tailors catered

exclusively to local demand. The growing awareness of brands since 1980s and
the convenience offered by ready-to-wear garments were largely responsible
for the development of the branded apparel industry in India. Other factors
affecting to its growth are considered as better purchasing power in the hands,
access to fashion trends outside the country, and the superior quality of fabrics
available in the fashion market. 1990s witnessed a drastic change in the overall
economic environment of the country which is described liberal trade and new
investment policies. It was seen the effects of such liberalized polices in the
clothing industry also. After liberalization of Indian economy, there emerged
more than 100 leading brands that jostled for consumer mind space. The
growth of the Indian and global fashion designers has encouraged the branded
apparel market additionally. Formerly, readymade market was restricted to
some limited extant only like, baby dresses and shirts, but currently, it has
extended to all kinds of outfits and fashion clothing for men and women also.

3.2 Company profile

The brand Allen Solly was founded in 1744 by William Hollin and Co. Ltd. It
was bought by Madura Fashion in the 90s, which was ultimately acquired by
Aditya Birla Fashion & Lifestyle Group — one of the fastest growing branded
apparel companies and a premium lifestyle player in the retail sector — in 2001.

Allen Solly is a clothing brand owned by Madura Fashion & Lifestyle, a

division of Aditya Birla Fashion & Lifestyle. With a looming presence in the
field of digital marketing and 207 stores across India, Allen Solly is a brand
poised to expand internationally as well.

10
About the company
The Aditya Birla group: a premium global corporation a us $41 billion (Rs.
2,50,000 by an extraordinary force of over 120,000 employees, belonging to 42
nationalities. Over 50 per cent of its revenues flow from its overseas operations
spanning 36 countries. The Aditya Birla Group has been ranked fourth in the
world and first in Asia Pacific in the ‘Top Companies for Leaders’ study 2011,
conducted by Aon Hewitt, Fortune Magazine and RBL (a strategic HR and
leadership Advisory firm). The Group has topped the Nielsen's Corporate
Image Monitor 2014-15 and emerged as the Number one corporate, the 'Best in
Class', for the third consecutive year. 50 per cent of the Aditya Birla Group's
revenues flow from its overseas operations. The Group operates in 36 countries
– Australia, Austria, Bangladesh, Brazil, Canada, China, Egypt, France,
Germany, Hungary, India, Indonesia, Italy, Ivory Coast, Japan, Korea, Laos,
Luxembourg, Malaysia, Myanmar, Philippines, Poland, Russia, Singapore,
South Africa, Spain, Sri Lanka, Sweden, Switzerland, Tanzania, Thailand,
Turkey, UAE, UK, USA, and Vietnam.

The Aditya Birla Group is an Indian multinational conglomerate named after

Aditya Vikram Birla, headquartered in the Aditya Birla Centre in Worli,
Mumbai, India. The Aditya Birla Group is the world's largest producer of
Viscose Staple Fiber industry. It operates from India, Laos, Thailand, Malaysia
and China. It owns the Birla Cellulose brand. Apart from viscose staple fibre,
the group also owns acrylic fiber businesses in Egypt and Thailand, viscose
filament yarn businesses and spinning mills in India and South East Asia. The
group has pulp and plantation interests in Canada and Laos. It's two companies
i.e. Aditya Birla Nuvo Ltd. and Grasim Bhiwani Textiles Ltd. which is a
subsidiary of Grasim Industries are in textile business. Our Vision To be a
premium global conglomerate, with a clear focus on each of the businesses.
Our Mission To deliver superior value to our customers, shareholders,
employees and society at large. Values Integrity: We believe in growth of the

11
organization with the growth of our people. People are our investors, partners
(Vendors), employees, customers and stakeholders of the companies.
Commitment: Aditya Birla is a name known for higher value and good quality.
We do what we commit to our people. Passion: Our excellence in every field of
business and promise to provide the best shows the passion of the organization.
Seamlessness: We work beyond limits; we go one step ahead of others to serve
and to benefit. Speed: Growth is important but timely growth is the key to
success. We believe to act early. Aditya Birla Nuvo Ltd. Aditya Birla Nuvo Ltd.
(ABNL) is a US$ 4 billion premium conglomerate. It is part of the Aditya Birla
Group, a US$ 40 billion Indian multinational operating in 36 countries in six
continents. Vision To be a premium conglomerate building leadership in
businesses and creating value for all the stakeholders. Mission Investing in
promising sectors Building leadership in businesses A platform to drive
synergy of resources Delivering best value to all the stakeholders To be a
responsible corporate citizen Over the years, Aditya Birla Nuvo has
transformed itself from a manufacturing company to a diversified conglomerate.
Hindalco Grasim Aditya Birla NuvoUltratech Idea Novelis 4 The razor-sharp
focus on each business has made it a leading player in most segments,
including viscose filament yarn, branded garments, agribusiness, textiles and
insulators. Over the past few years, Aditya Birla Nuvo, through its subsidiaries
and joint ventures, has made successful forays into life insurance, asset
management and other financial services, telecom, business process
outsourcing (BPO) and IT services. With an optimum mix of revenue and
profit streams, the company is in a strong position to maximize long-term
shareholder gains

About the Allen Solly

Allen Solly an initiative of Madura Fashion & Lifestyle, a division of Aditya
Birla Fashion and Lifestyle is India’s largest and fastest growing branded
apparel companies and a premium lifestyle player in the retail sector. After

12
consolidating its market leadership with its own brands, it introduced premier
international labels, enabling Indian consumers to buy the most prestigious
global fashionwear and accessories within the country. The company’s brand
portfolio includes product lines that range from affordable and mass-market to
luxurious, high-end style and cater to every age group, from children and youth
to men and women. Madura Fashion & Lifestyle is defined by its brands —
Louis Philippe, Van Heusen, Allen Solly, Peter England — that personify style,
attitude, luxury and comfort. It also includes India's first fast-fashion youth
brand, People; India’s largest fully integrated fashion multi-brand outlet chain,
Planet Fashion; India's largest premium international brand retailer, The
Collective and the British fashion icon, Hackett London's mono-brand retail in
India.

AWARDS
Most Admired Brand-Women's Wear IFA 2004&2005&2007

Most Admired Brand-TrousersIFA2005

Most Admired Brand-Smart Casuals IFA 2006

PRODUCT PROFILE
 Allen Solly manufactures very comfortable cotton and linen half and full
sleeve shirts in solids of beautiful prints patterns like checks and stripes.
They come in attractive colour combinations of white and yellow, blue,
pink, green and the list goes on.
 Allen Solly T-shirts are available in half or full sleeves in vibrant
colours like orange, black, blue etc. The t-shirts are made of pure cotton.
 Allen Solly Trousers are pure cotton varieties which have flat or pleated
fronts. Allen Solly is considered to be the brand that breaks all rules and
conventions of men's wear

13
Shirt
Allen Solly boasts of the best brands when it comes to shirts. Shopping for a
shirt for that special day-be it the first day of work a new job, a wedding or just
any other day -come to Allen Solly and enjoy unparalleled choice.

Trousers
A good pair of trousers is considered the basis of great style. At Allen Solly,
finding the perfect pair of trousers is a breeze, considering the wide variety of
brands available: trousers for every size and budget.

Denims
Allen Solly has an exciting range of casual denims in great fits for the man who
knows how to unwind after a long day. Our denims come with great cuts, super
finish and excellent fits. With a wide range of best-selling brands to chosen
from, finding the perfect pair of jeans was never this easy.

Suits
At Allen Solly, we have suits that fit every occasion, be it corporate meetings
or formal occasions. We have suits that lend a touch of cases and elegance,
making every occasion truly special.

14
 CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
Table 4.1 showing gender-wise classification of the respondents

OPTIONS NO. OF RESPONDENTS PERCENTAGE

Male 34 68%
Female 16 32%
Prefer not to say 0 0%
Total 50 100%
(Source: Primary data)

Figure 4.1 showing gender-wise classification of the respondents

The above table show that 68% of the respondents are male and the rest 32%
are female.

(Source: Primary data)

15
Table 4.2 showing age-wise classification of the respondents

OPTIONS NO OF PERCENTAGE
RESPONDENTS
Below 20 10 20%
20-22 36 72%
Above22 4 8%
Total 50 100%
(Source: Primary data)

The above table show that 20% of the respondents belong to the age category
of ‘below 20’. The rest of the respondents 72% and 8% belong to the age
category of ’20-22’ and ‘above 22’ respectively.

Figure 4.2 showing age-wise classification of the respondents

(Source: Primary data)

16
Table 4.3 showing family income level-wise classification of the
respondents

OPTIONS NO OF PERCENTAGE
RESPONDENTS
Below 20000 17 34%
20000-40000 19 38%
40000-60000 6 12%
Above 60000 8 16%
Total 50 100%
(Source: Primary data)

Above table explain that 34% of the respondents have their monthly family
income below 20000, 38% of the respondents have their monthly family
income between Rs.20000-40000, 12% of the respondents have monthly family
income Rs.40000-60000 and 16% of the respondents have monthly family
income above Rs.60000.

Figure 4.3 showing family income level-wise classification of the

respondents

(Source: Primary data)

17
Table 4.4 showing respondent is an earning member

OPTIONS NO OF PERCENTAGE
RESPONDENTS
Yes 31 62%
No 19 38%
Total 50 100%
(Source: Primary data)

From the above table 62% of the respondents are earning member and 38% of
the respondents are not an earning member.

Figure 4.4 showing respondent is an earning member

(Source: Primary data)

18
Table 4.5 showing the respondent is using the brand Allen
Solly apparel

OPTIONS NO OF PERCENTAGE
RESPONDENTS
Yes 50 100%
No 00 00
Total 50 100%
(Source: Primary data)

From the above table it is clear that 100% of the respondents are using the
brand Allen Solly apparel

Figure 4.5 showing the respondent is using the brand Allen

Solly apparel

(Source: Primary data)

19
Table 4.6 showing the respondent's family/friends using Allen
Solly apparel

OPTIONS NO OF RESPONDENTS PERCENTAGE

Yes 23 46%
No 19 38%
Maybe 8 16%
Total 50 100%
(Source: Primary data)

From the above table and 46% of the respondent’s family/friends use Allen
Solly apparel, 38% of respondents don’t use and 16% of respondent’s
family/friends are maybe use Allen Solly apparel.

Figure 4.6 showing the respondent's family/friends using Allen

Solly apparel

(Source: Primary data)

20
Table 4.7 showing how long is the respondent using Allen Solly

OPTIONS NO OF RESPONDENTS PERCENTAGE

Below 6 months 19 38%
1 year 17 34%
2 years 8 16%
3 years 6 12%
Total 50 100%
(Source: Primary data)

It is understood from the above table and figure 38% of the respondents have
been using the Allen Solly apparel for less than 6 months. 34% of the
respondents have been using the Allen Solly apparel for 1 year. 16% of the
respondents have been using the Allen Solly apparel for 2 years. The rest 12%
have been using the Allen Solly apparel for 3 years.

Figure 4.7 showing how long is the respondent using Allen Solly

(Source: Primary data)

21
Table 4.8 showing how many pairs of Allen Solly apparel do the
respondent has

OPTIONS NO OF PERCENTAGE
RESPONDENTS
1 30 60%
2 10 20%
3 5 10%
More than 3 5 10%
Total 50 100%
(Source: Primary data)

The table above states 60% the respondents have 1 pair of Allen Solly
apparel.20% of the respondents has 2 pair of Allen Solly apparel.10% of each 3
and more than 3 pairs of Allen Solly apparel.

Figure 4.8 showing how many pairs of Allen Solly apparel do the
respondent has

(Source: Primary data)

22
Table 4.9 Showing which model of Allen Solly apparel do the
respondent own

OPTIONS NO OF RESPONDENTS PERCENTAGE

Shirts 20 40%
T-shirs 16 32%
Jeans 9 18%
Trousers 3 6%
Others 2 4%
Total 50 100%
(Source: Primary data)

In this table 40% of the respondents using shirts. 32% of the respondents using
t-shirts. 18% of the respondents using jeans. 6% of the respondents using
trousers and 4% of the respondents using other Allen Solly apparel.

Figure 4.9 Showing which model of Allen Solly apparel do the

respondent own

(Source: Primary data)

23
Table 4.10 showing how the respondents came to know about Allen
Solly apparel
.
OPTIONS NO OF RESPONDENTS PERCENTAGE
Family 6 12%
Friends 36 72%
Printed ads 3 6%
Visual ads 5 10%
Total 50 100%
(Source: Primary data)

This table and figure show that 12% of respondents by their family members,
72% of respondents by their friends, 6% by printed ads and 10% by visual ads
to know about Allen Solly apparel.

Figure 4.10 showing how the respondents came to know about Allen
Solly apparel

(Source: Primary data)

24
Table 4.11 showing the respondents get status in the society by using
Allen Solly apparel

OPTIONS NO OF RESPONDENTS PERCENTAGE

Yes 14 28%
No 17 34%
Maybe 19 38%
Total 50 100%
(Source: Primary data)

This table and figure show that 28% of the respondents has a status in society
by using Allen Solly apparel and 34% of the respondents has not a status in
society.38% Has responded maybe.

Figure 4.11 showing the respondents get status in the society by

using Allen Solly apparel

(Source: Primary data)

25
Table 4.12 showing the awareness of respondents about the online
website of Allen Solly

OPTIONS NO OF RESPONDENTS PERCENTAGE

Yes 45 90%
No 5 10%
Total 50 100%
(Source: Primary data)

This table shows that almost all the respondents are aware of the website of
Allen Solly apparel. The above table and figure explain that 90% of
respondents say yes and 10% say no.

Figure 4.12 showing the awareness of respondents about the online

website of Allen Solly

(Source: Primary data)

26
Table 4.13 showing navigation through a website easy or not

OPTIONS NO OF PERCENTAGE
RESPONDENTS
Yes 40 80%
No 10 20%
Total 50 100%
(Source: Primary data)

The above table explains that 80% of respondents say that the navigation
through the website is easy and the rest 20% say it is not easy to navigate.

Figure 4.13 showing navigation through a website easy or not

(Source: Primary data)

27
Table 4.14 showing the respondent satisfied with the
information provided on the website

OPTIONS NO OF RESPONDENTS PERCENTAGE

Yes 35 70%
No 15 30%
Total 50 100%
(Source: Primary data)

From the above table and figure, we can understand that 70% of the
respondents are satisfied with the information provided on the website. The rest
30% of the respondents are not satisfied

Figure 4.14 showing the respondent satisfied with the

information provided on the website

(Source: Primary data)

28
Table 4.15 showing for what purpose the respondent using the
website

OPTIONS NO OF PERCENTAGE
RESPONDENTS
To know about brand Allen 3 6%
Solly apparel
To know about a new offer 5 10%
To know about new models 4 8%
To order the product 31 62%
To know about service 2 4%
Don’t use the website 5 10%
Total 50 100%
(Source: Primary data)

The table explains that 6% of the respondents using the website to know about
brand Allen Solly apparel, 10% use the website to know about new offers given
by Allen Solly apparel and 8% use the website to know about the new models
launched, 62% of respondents use to order products, 4% of respondents use the
website to know about services and rest 10% don’t use the website.

Figure 4.15 showing for what purpose the respondent using the
website

(Source: Primary data)

29
Table 4.16 showing mode of purchase of respondents

OPTIONS NO OF PERCENTAGE
RESPONDENTS
Online 31 62%
Allen Solly apparel 18 36%
outlets
Others 1 2%
Total 50 100%
(Source: Primary data)

From the above table, it is clear that 62% of the respondents use online
shopping of Allen Solly apparel while 36% prefer Allen Solly apparel Outlets
and 2% from others.

Figure 4.16 showing mode of purchase of respondents

(Source: Primary data)

30
Table 4.17 showing reasonable price of Allen Solly apparel

OPTIONS NO OF PERCENTAGE
RESPONDENTS
Yes 32 64%
No 18 36%
Total 50 100%
(Source: Primary data)

The above table shows that 64% are saying that the price is reasonable. And
36% says that price is not reasonable.

Figure 4.17 showing reasonable price of Allen Solly apparel

(Source: Primary data)

31
Table 4.18 showing Allen Solly apparel is worth buying

OPTIONS NO OF PERCENTAGE
RESPONDENTS
Yes 41 82%
No 9 18%
Total 50 100%
(Source: Primary data)

More than half of the respondents 82% say that the product is worth buying and
18% are opposing it. This proves that the product is worth buying.

Figure 4.18 showing Allen Solly apparel is worth buying

(Source: Primary data)

32
Table 4.19 showing factors which influenced respondents to purchase
Allen Solly apparel

OPTIONS NO OF RESPONDENTS PERCENTAGE

Advertisements 14 28%
Offers 23 46%
Discount sales 13 26%
Total 50 100%
(Source: Primary data)

28% of the respondents were influenced by the factor advertisement, 46% of

the respondents were influenced by offer to buy the product and 26% of
respondents were influenced by discount sales.

Figure 4.19 showing factors which influenced respondents to

purchase Allen Solly apparel

(Source: Primary data)

33
Table 4.20 number of respondents who have a contact with customer
service

OPTIONS NO OF PERCENTAGE
RESPONDENTS
Yes 32 64%
No 18 36%
Total 50 100%
(Source: Primary data)

The above table shows that 64 % have contacted the customer service desk for
help and 36% of the respondents had not contacted the customer service desk.

Figure 4.20 number of respondents who have a contact with customer

service

(Source: Primary data)

34
Table 4.21 showing the ranks given to various factors based on their
influence

OPTIONS NO OF RESPONDENTS PERCENTAGE

Price 7 14%
Quality 20 40%
Comfort 15 30%
Design 3 6%
Brand image 5 10%
Total 50 100%
(Source: Primary data)

The above table shows that factors influenced by the respondent's price14%,
quality 40%, comfort 30%, design 6%, brand image 10%. This may be used by
the management for decision making in future.

Figure 4.21 showing the ranks given to various factors based on their
influence

35
 (Source: Primary data)
Table 4.22 showing closest competitor of Allen Solly apparel

OPTIONS NO OF RESPONDENTS PERCENTAGE

Basics 15 30%

Levi 12 24%

Peter England 5 10%

Louis Philippe 10 20%

Others 8 16%

Total 50 100%

(Source: Primary data)

This table shows that 30% of the respondents use Basics,24% use Levi,10%
use Peter England,20% use Louis Phillippe,8% use others.

Figure 4.22 showing closest competitor of Allen Solly apparel

(Source: Primary data)

36
Table 4.23 showing the number of respondents who use competitors
of Allen Solly products

RESPONDENTS NO OF PERCENTAGE
RESPONDENTS
Yes 39 78%
No 11 22%
Total 50 100%
(Source: Primary data)

The table shows that 78% of the respondents say that they had used the
products of competitors and the rest 22% have not. Hence, we can come to the
conclusion that respondents also use the product of competitors.

Figure 4.23 showing the number of respondents who use competitors

of Allen Solly products

(Source: Primary data)

37
Table 4.24 showing satisfaction of the respondent

Options Highly Satisfied Neutral Dissatisfied Highly

satisfied dissatisfied

Information 8 2 6 0 0
provided

Product 19 4 1 0 0
quality

Reasonable 5 1 0 0 0
price

Product 4 0 0 0 0
worth
buying

(Source: Primary data)

The table shows that, in information provided 8 respondents are highly

satisfied,2 is satisfied,6 is in neutral. In in product quality 19 are highly
satisfied,4 is satisfied and 1 are in neutral. In reasonable price 5 are highly
satisfied,1 is satisfied. In product worth buying 4 are highly satisfied.

Figure 4.24 showing satisfaction of the respondent

(Source: Primary data)

38
 CHAPTER-5
FINDINGS, SUGGESTIONS AND
CONCULSION
5.1 Introduction

This chapter deals with the findings suggestions and conclusions collected from
the data collected through questionnaire.

5.2 Findings

 Most of the respondents are male compared to female.

 Most of the respondents are in the age 20-22 and others are below 20
and above 22.
 Most of the respondent’s monthly family income is 20000-40000
compared to others
 Most of the respondents are earning member of the family.
 Most of the respondent’s family as well as friends uses Allen Solly
apparel.
 Most of the respondents using Allen Solly apparel for under 6 months.
 Most of the respondents own 1 pair of Allen Solly apparel.
 Most of the respondents using shirt model of Allen Solly apparel
 Most of the respondents came to know about Allen Solly apparel by
their friends.
 Most of the respondents are response yes to the Allen Solly apparel has
an online website.
 Most of the respondents says that navigation through website is easy.
 Most of the respondents are satisfied with the information provided in
the website.
 Most of the respondents are using the website for to order the products.
 Most of the respondents are purchases Allen Solly apparel through
online.
 Most of the respondents says that Allen Solly apparel has reasonable
price and worth buying.
 Most of the respondents are influenced offers to purchases Allen Solly
apparel.

39
  Most of the respondents are contacted with customer services of Allen
Solly apparel.
 Most of the respondents are given rank, quality to the Allen Solly
apparel.
 Most of the respondents says Basics is the closest competitor of Allen
Solly apparel.
 Most of the respondents uses competitor products.
 Most of the respondents are highly satisfied with product quality.

5.2 Suggestions

 From the findings, it is clear that the respondents are less influenced by
printed advertisements and visual advertisements. So, it is better if there
is an increase in printed advertisements and visual advertisements to
attract more customers.
 Continuous and repetitive advertisements and offers can be given to
sustain brand awareness in the minds of the customers and there by
increases in sales.
 More outlets can be established in rural and semi-urban areas to have
easy access to the number of Allen Solly outlets very less and these are
located in urban areas.
 Give more status towards the society to Allen Solly apparel

5.3 Conclusion

The study was conducted to measure “Study on customer satisfaction on Allen

Solly apparel” in Christ college. The questionnaire is used to collect the data.
This research of this kind will help to find out the main factors which influence
customers to buy product. The quality of the product is the primary parameter
that influenced the purchase decision of the customers. According to the
responses it is found out that most of the customers are highly satisfied with the
product quality. Allen Solly apparel has a reasonable price and product worth

40
buying. Most of the Allen Solly apparel are used shirts. Yet to make the
customers highly satisfied, Allen Solly apparel must provide a variety of offers
and discounts.

41
BIBLIOGRAPHY
REFERENCE

Lalitha. A., Ravikumar, J.and Padmavali, K. (2008). Brand preference of Men

Wear. Indian Journal of Marketing, 38(10), pp.3336

Ritu Narang, (2006). A Study on Branded Men Wear. Indian Journal of

Marketing, 6(11), PP. 39

Jaishri, N. Jethwaney, (1999). Advertising, Phoenix Publishing House, New

Delhi, 1st Edition.

Pathak. S.V. and Aditya P. Tripathi., (2009). Consumer shopping behaviour

among Modern Retail Formats: A Study of Delhi & NCR. Indian Journal of
Marketing, 39(2), PP. 312.

Mishra, Sita (2009).“New Retail Models in India: Strategic Perspective

Analysis”, Journal of Marketing and Communication, Dec. 2008, Vol 4,
No.2,pp. 3947.

Biplab, S. B. (1998). Hand Book of Marketing Management, Himalaya

Publishing House, Bombay, 1st Edition.

Sherlaker. S.A.(1995). Marketing Management, Himalaya Publishing House,

Bombay, and 1st Edition

Simintiras, (1997).Prepurchase satisfaction and first time buying behavior,

European Journal of Marketing, Vol 31 issue 11/12, pp 737–872.

Shainesh, (2004). Understanding buying behaviour, International Journal of

Technology Management, , Vol 28 issue 1, pp 118 – 127.

Jayashree, Y. (1998).Consumer behavior and fashion. Textile trends. 40:3343.

Mitchell, V. and Walsh, G. (2004). Gender differences in German consumer

decision-making styles. Journal of Consumer Behaviour, 3(4), 331346

Websites

 www.allensolly.com
 www.shoppersstop.com
 www.myntra.com
 www.ajio.com
 www.flipkart.com
 www.amazon.in
ANNEXURE
 QUESTIONNAIRE

A STUDY ON CUSTOMER SATISFACTION ON THE BRAND

ALLEN SOLLY APPAREL

Respected sir/ madam,

I am Sourav K B 3rd DC BBA student in the UG department of management

studies Christ college (Autonomous) Irinjalakuda. As a part of my academics I
am conducting a study on the “A STUDY ON CUSTOMER SATISFACTION
TOWARDS THE BRAND ALLEN SOLLY APPAREL”. I kindly request you
to spend some of your valuable time and fill the questionnaire. I assure you that
the data provided will be highly confidential and for academic purpose only.

Thanking you.

1) Name:

2) Gender:

Male

Female

Prefer not to say

3) Age:

Below 20

20-22

Above 20
4) Family income level:

Below 20000 20000-40000

40000-60000 Above 60000

5) Are you an earning member?

Yes No

6) Are you using the brand Allen Solly?

Yes No

7) Any other member of your family/friends using Allen Solly apparel?

Yes No Maybe

8) How long have you been using Allen Solly apparel?

Below 6 months 1 year

2 years 3 years

9) How many pairs do you own?

1 2

3 4

10) Which model of the Allen Solly apparel do you own?

Shirts T-shirts

Jeans Trousers

Others
11) How did you come to know about the brand Allen Solly?

Family Friends

Printed advertisements Visual advertisements

12) Does using this brand give you an elevated status in society?

Yes No Maybe

13) Are you aware about the online website of Allen Solly?

Yes No

14) Is navigation through the website is easy?

Yes No

15) Are you satisfied with the information provided on the website?

Yes No

16) For what purpose do you use the website?

To know about the brand Allen Solly To know about

new offers

To know about new models To know about

products

To order products Others

17) From where did you purchase Allen Solly apparel?

Online Allen Solly apparel outlets

Others
18) Is the price reasonable?

Yes No

19) Is the product worth buying?

Yes No

20) Have you ever contacted the customer service desk?

Yes No

21) Which of the following factors would affect your purchase decision?

Price Quality

Comfort Design

Brand image

22) Who do you think is the closest competitor of Allen Solly?

Basics Peter England

Levi’s Louis Philippe

Others

23) Have you used the products of competitors?

Yes No
24)Mark your satisfaction?

(Tick only one option)

Options Highly Satisfied Neutral Dissatisfi Highl

satisfied ed y
dissat
isfied
Information
provided
Product quality
Reasonable price
Product worth
buying