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2013

“A STUDY OF CUSTOMER PERCEPTION

FOR JULIANA FASHION CLUB AND ITS

COMPARISON WITH SELECTED APPAREL

STORES IN RAJKOT”.

Submitted To:

Prof. Siraj Bloch

Prepared By:

Pooja Kalaria



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PREFACE

In this era of globalization where every minute India is moving a step ahead and expanding it

horizontally, management in India is heading towards a profession. The demand for

management professionals is increasing day by day. In such competitive surroundings it

becomes a requirement to have an edge over others and PGDM is such a course, which helps

and assists students in doing that.

The practical studies are treated as a different subject in PGDM which helps the students in

practically applying their theoretical knowledge. It helps us to face competition, builds up our

confidence and also add something to our personality. Over and above in this fast movingeconomy, here practical studies play an important role in molding our careers.

In this regard, I have prepared a project on “JULIANA FASHION CLUB AND IT’S

COMPARISION WITH SELECTED APPAREL STORES IN RAJKOT” we have got a

chance to acquire practical knowledge at the time of collecting information. We have tried to

cover all the relevant points about consumer satisfaction level. And I have tried to give it in a

most precise yet systematic manner.



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ACKNOWLEDGMENT

Hereby I take this opportunity to thank MARWADI EDUCATION FOUNDATION for

providing me an opportunity to do a research project on Juliana fashion club.

I express our sincere gratitude to my mentor and guide, Prof. Siraj Bloch who always

provided me necessary inputs, guidance and direction to carry out this project. He provided

me access to different domains of knowledge from where we collected inputs for this project.

Last but not the least, our million thanks to all the people including customers, retailers whom

we have conversed with and taken inputs from to move ahead and complete this project.

Puja kalaria



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EXECUTIVE SUMMARY

The enormous retail boom in India has given space to many companies who have

mushroomed out to benefit from this retail boom, which is nothing but a structured format of

the unorganized retail business which is being done in India from ages.

Many stores have come up with exquisite interiors, state of the art infrastructure and the best

possible brands to the customer which has led to the growth of mall culture in India. The

stores try and attract customers by providing them with such services and plethora of options

in brands in different categories so that they can retail customers for long and make themloyal towards their retail stores.

The retail business is booming in India and there has been remarkable shift in the buying

behavior of the people from traditional stores to these departmental stores. It becomes

important for the marketers to understand these relationships for successful design and

execution of retail strategies. It would also enable the researcher to understand the organized

retail formats and consumers buying attitude towards these stores.

The data was collected by getting the questionnaire filled by the respondents who were

loyalty card holders to find out that what makes them loyal towards Westside stores and

makes them visit Westside again and motivates them to purchase more from here. The

purpose of this paper is to raise the question of the relationship between the various factors

and how they lead to store loyalty.



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Table of Contents

PREFACE .................................................................................................................................................. 3

ACKNOWLEDGMENT ............................................................................................................................... 4

EXECUTIVE SUMMARY ............................................................................................................................ 5

INTRODUCTION ....................................................................................................................................... 7

INDIAN RETAIL INDUSTRY ................................................................................................................... 9

INDIAN TEXTILE AND APPAREL INDUSTRY SCENARIO ...................................................................... 12

FOREIGN INVESTMENT IN INDIA’S RETAIL SCENARIO .......................................................................... 20

ORGANIZED RETAIL IN RAJKOT ............................................................................................................. 28

HISTORY OF RAJKOT CITY ...................................................................................................................... 32

ABOUT JULIANA FASHION CLUB ........................................................................................................... 33

INTRODUCTION TO THE STUDY ............................................................................................................ 34

OBJECTIVE OF THE STUDY: ................................................................................................................ 34

LITERATURE REVIEW ............................................................................................................................. 35

RESEARCH METHODOLOGY .............................................................................................................. 37

HYPOTHESIS ............................................................................................. Error! Bookmark not defined.

ANALISYS OF THE STUDY .......................................................................... Error! Bookmark not defined.

FINDINGS ............................................................................................................................................... 51

SUGGESTIONS ....................................................................................................................................... 53

LIMITATIONS OF THE STUDY ................................................................................................................. 55

BIBILIOGRAPHY ..................................................................................................................................... 56



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INTRODUCTION

Retailing consists of the sale of goods or merchandise from a fixed location, such as

a department store ,shopping mall etc .The retailer buys goods or products in large quantities

from manufacturers either directly or through a wholesaler, and then sells smaller quantities

to the end-user. Retail establishments are often called shops or stores. Retailers are at the end

of the supply chain. Manufacturing marketers see the process of retailing as a necessary part

of their overall distribution strategy.

In the retail outlet various type of good and service are provide to the customer but all the

goods and services are generally homogenous in nature through all the other retail outlets .Product and services of every company are available in every retail outlet. It is also find that

many customer only used to shopping in own decided outlet rather from every outlets even

there is homogenous among the product and service offer by the every retail outlet .So This

put the question in the mind of the every retailer that is there is any gap between what

customer expected from retailers and what retailer provides to customer during shopping.

No two customers have the identical likes and preferences. Delivery value and narrowing

down the zone of tolerance is a tightrope walk for marketer in organized retail sector.

Especially in market like India the challenges is formidable because organizations need to

cater to a wide and diverse group of customers .Thus building equity and generating volumes

in such complex market tapers down to the function of managing customer expectation.

Customers take their time to first sketch their needs and then arrive at a specific decision. At

the end of the day the question is what does the customer expect? How to fulfill the glaring

gap between need and expectations? The answers to this question are ―by delivering the value

―But in many case retailers are not aware of what their customer expect. Hence they are

unable to deliver the right value to the right customer and satisfy them .Especially in this

competitive scenario where the customer are well informed, commanding and demanding at

the same time it has become imperative for the organization to be updated on the ―WHAT‖

,‖WHY‖ and ―HOW‖ of each and every customer. This calls for empathizing with the

customer by indulging into their priorities and decision making.



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Following general expectations of a typical customer

Value of Money

Availability and location

Service expectations Quality in Product

Need based solution

So in other to deliver the value, Retail outlets in addition to providing products and services,

need to cater for a wide range of motives. The various determinants of retail outlet preference

include cleanliness, well-stocked shelves, and range of products, helpful staff, disabled

access, wide aisles, car parking, multiple billing points and environmentally friendly goods.

These differing motives arise as retailers cater to different types of shoppers who include

economic consumers (concern with value), personalized consumers (concern with

relationships), recreational shoppers (shopping as a leisure activity) and apathetic consumers

(who dislike shopping). Retailers have to satisfy budding customers, older consumers as well

as time crunched individuals whose motives all tend to be conflicting as well as different.

Retailers need to establish a good image to prevent customers from shopping around. They

must cater to shoppers need for pleasure and practicality.

If expressed as a calculation, customer satisfaction might look something like this: Customer

expectations = Companies Performance/ Companies Satisfaction

Satisfaction is a consumer’s post-purchase evaluation of the overall service experience. It is

an affective reaction (Menon and Dubé, 2000) in which the consumer’s needs, desires and

expectations during the course of the service experience have been met or exceeded

(Lovelock, 2001). Satisfaction in this sense could mean that a supermarket has just barely met

the customer’s expectations, not exceeded nor disappointed those expectations. The benefits

of taking the customer’s response beyond satisfaction at this level by exceeding expectations,

is a competitive strategy many retailers aspire to achieve. There is a recurrent struggle for

existence and survival in the wake of deep competition, drastically changing customer

attitudes and expectation levels.



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The study would enable us to understand the impact of various factors that influence a

consumer’s shopping behavior in a departmental store. It would also help in knowing the

magnitude and direction of movement of these factors amongst each other. These factors have

been divided into three heads- Store, Situation and Shopper factors.



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INDIAN RETAIL INDUSTRY

The word 'retail' is derived from the French word 'retailer ' meaning 'to cut a piece off' or 'to

break bulk'. In simple terms it involves activities whereby product or services are sold to final

consumers in small quantities.

Although retailing in its various formats has been around our country for many decades, it has

been confined for a long time to family owned corner shops. Englishmen are great soccer

enthusiasts, and they strongly think that one should never give Indians a corner. It stems from

the belief that, if you give an Indian a corner he would end up setting a shop. That is howgreat Indians retail management skill is considered.

Retailing in more developed countries is big business and better organized that what it is in

India. Report published by McKinsey & Co. in partnership with Confederation of Indian

Industry (CII) states that the global retail business is worth a staggering US $ 7 trillion. The

ratio of organized retailing to unorganized in US is around 80 to 20, in Europe it is 70 to 30,

while in Asia it comes to around 20 to 80.

In India the scenario is quiet unique, organized retailing accounts for a mere 5% of the total

retail sector. Although there are around 5 million retail stores in India, 90% of these have a

floor space area of 500sq.ft. Or less. The emergence of organized retailing in India is a recent

phenomenon and is concentrated in the top 20 urban towns and cities.

Last up dated, November 2012:

The Indian retail market, which is the fifth largest retail destination globally, has been ranked

as the most attractive emerging market for investment in the retail sector by AT Kearney's

eighth annual Global Retail Development Index (GRDI), in 2010. As per a study conducted

by the Indian Council for Research on International Economic Relations (ICRIER), the retail

sector is expected to contribute to 22 per cent of India's GDP by 2011



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REASON BEHIND SUCCESS

This emergence of organized retailing has been due to the demographic and

psychographic changes taking place in the life of urban consumers.

Growing number of nuclear families, working women, greater work pressure,

changing values and Lifestyles, increased commuting time, influence of western way

of life etc. have meant that the needs and wants of consumers have shifted from just

being Cost and Relationship driven to Brand and Experience driven, while the Value

element still dominating the buying decisions.

Also, with the liberalization of Indian Economy in the early 1990's the employment

and income from the service sector has lead to the burgeoning of the so called 'Middle

Class Consumers'.

THE BIG GIANTS

The level of interest shown by major corporate sector has increased manifold over thelast few years. Large conglomerates like the TATA's, ITC, the RPG group, the

Piramals and the Rahejas have invested heavily into large format retail stores.

Organized retailing for some of these business groups is a logical extension of their

businesses. For example Real Estate Major Rahejas have successfully exploited their

expertise in selection and execution of retail establishment in prominent places around

metros in the country.

Also textile and garments companies like Raymond, Madura Garments and Arvind

Denims have successfully employed forward integration by opening up exclusive

outlets for their branded garments. This reduces their dependence on intermediaries,

increases the profit margin and allows them to remain close to their customers.

Apart from apparel brands, Consumer durables, FMCG products and Sports brands

have also spurred the growth of retails outlets. In fact, so much is the promise of this



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sector that old Economy major like Reliance, BPCL and others want to join the band

wagon to cash in on their reach and retail space availability.

Organized retailing in India initially began in south The availability of land at prime

locations coupled with lower real estate prices enabled the construction of multi-

storied shopping complexes. The growth of retailing in an expensive real estate places

like Mumbai and Delhi was due to the recession in the real estate sector during the

mid-nineties. It was during these times that big business houses like Pirama’s and

Rahejas took notice of the potential in organized retailing.



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INDIAN TEXTILE AND APPAREL INDUSTRY SCENARIO

FASHION BUSINESS: IN-TUNE WITH RETAIL EVOLUTION

India in recent years has been the focal point of continuous growth and developmentmaking it one of the fastest growing economies of the world. It is the 4 largest

economies in terms of Purchasing Power Parity, after USA, China & Japan, and is

rated among the top 10 FDI destinations.

The Indian consumer is evolving and driving retail growth due to increased

consumption. Private consumption growth contributes to more than half of the GDP

growth and is growing in double digit figures. Several businesses are reacting to this

evolution positively, both through pull and push phenomenon.

Following a similar trend, the Indian textile and apparel industry is also experiencing

rapid changes and growth. Apparel today has the largest share of the modern

organized retail in India i.e. 20% of the current market of Rs. 56,000 corer and this is

expected to grow at a constant rate of 20% over the next 4 years. The central theme

woven through these trends is the way the consumer at various income-levels is

evolving, thereby ensuring that businesses are reacting in multiple ways.

The 'mass consumer' segment is moving from tailored clothes to stitched apparel

giving rise to discounted apparel stores/retailers. This is causing a shift from

unbranded to branded apparel. The 'middle end consumers’, already exposed to

brands is now looking to extend these brands into all aspects of their life. Brands are

thereby becoming lifestyle brands instead of being product brands only. These

consumers are also moving up the social ladder and wish to flaunt the change in

stature by wearing affordable 'designer wear'. This is prompting designers to

introduce lines and corporatist their lines to reach out to a larger audience. The 'high

end consumer’, who is exposed to international luxury brands, now demands them in

his/her vicinity. Apparel businesses are realizing this and tying up with international

brands to retail in India. These consumers are also increasingly exposed to

environmental issues and want to use eco-friendly products (including apparel) to do

their bit for the society. Though this concept is at a very nascent stage in India,



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apparel companies are reacting by 'going green' and using natural fibers in some of

their collections.

As all consumers, especially kids and the youth, are exposed to fashion and media,

they wish to associate themselves with characters and icons. Picking on this trend,

apparel companies are licensing these characters/icons for apparel & accessories to

increase their customer base.

Additionally, as consumers face hectic lifestyles, they are looking for convenience in

all aspects of life including shopping. Fashion businesses are taking the lead from

here and taking on consumers at unconventional avenues of retailing like airports,

metro stations, cafes, beauty salons, etc. Designer prêt lines go green Retailers buy

into brands Manufacturing companies acquire and integrate operations licensing of

characters/icons for apparel & accessories to increase their customer base.

RISE IN DISCOUNT RETAIL STORES

Retailers are increasingly accepting the widely agreed fact that consumers love a

bargain and always look forward to buying brands at low prices. Factory outlets have

become distinct shopping destinations with distinct audiences. Apparel companies are

focusing on this market to cash in on consumers converting from stitched apparel to

ready-to-wear, further graduating to branded apparel. India is thus seeing a surge in

discount retailers offering year round discounts, ranging anywhere between 30% to

70%.

The Future Group has recently launched a new format called the 'Brand

Factory' selling national and international fashion brands at discounted prices with

discounts ranging between 25-50%. The store will have as many as 120 brands such

as Arrow, Esprit, Van Heusen, Levis, Reebok, Lee, Pepe, Wrangler, Provogue and

many others, spread over 70,000 sq. ft. of space. The group plans to expand its

presence by opening as many as 55 outlets by 2010. The concept is positioned as a

direct competition to Arvind Brand's Mega Mart which also sells its brands at

discounted prices. Arvind Brands is rapidly expanding their Mega Mart chain with



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plans to increase their number of stores from the current count of 54 to 150 stores in

the next 5 years.

Koutons Retail India, which started as a product brand is today the largest menswear

brand in India in terms of its sales and number of stores. The success of the brand’s

positioning is very clear from the fact that from a store count of 240 a year ago, it has

expanded to 999 in 2007, and its turnover grew from Rs. 58 crores in 2004-05 to Rs.

400 crores in 2006-07.

Close on the heels is Cotton County which will be increasing its stores from 300 to

500 in 2007 and reach a count of 1000+ by 2010. Turnover currently stands at Rs. 100

crores and is projected to grow to Rs. 500 crores by 2010. They are also extending

their product portfolio to include women swear and kids wear.

The Provogue Apparel Group introduced its multiband discount format 'Promart' in

2007 in Ahmadabad spread over 40,000 sq. ft. and this store has already achieved a

turnover of Rs. 25 crores. Their future plans include opening 20 stores in the next 3

years. The 'Loot' is another discount format retailer with 16 operational stores mostly

in the West and South. By 2010 they plan to set up 100 such stores pan-India. The

company runs three formats, vise: signature stores, shop in shop and mega stores of

30000 sq. ft. It carries all major local and some international brands.

DESIGNER WEAR CLOTHES IN DEMAND

The designer wear market in India is witnessing a high growth pattern, especially in

the last few years – efforts are being made to develop this segment by bringing it into

the main stream retailing and making them more accessible to customers.

Designer wear market is corporatization i.e. strategic tie-ups with large corporate in

related industries to provide the necessary financial support and expertise in

operational management. The designer wear industry lacks the processes, systems,

people and financial resources to rapidly scale up their operations. The direct

advantage of this would grow to the designers who would be able to concentrate on

the design and aesthetics rather than on business planning.



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plans to bring in 17 international brands into India of which 5 will be luxury, 6 super

premium and 6 in the premium segment. It has already tied-up with Alfred Dunhill

Ltd. and Escada, to retail their offering in India.

In a similar move, Raymond has a 50:50 joint venture with the Italian major, Grotto

S.P.A. The joint venture has launched the highly successful Gas brand in India. Planet

retail has launched 'Replay', a French premium denim brand in India.

On the retailers’ side, Shoppers' Stop is planning to enter the luxury retail segment

with large format retail stores which will house products from many of well-known

luxury brands, including Louis Vuitton, Gucci, Zegna, Hugo Boss, YSL, Mont Blanc

and Christian Dior. The company plans to invest Rs.100 crores in this model in the

first year itself.

KIDS AND YOUTH RELATE THEM SELF WITH CHARACTERS

Today's consumer is greatly influenced by media and he exhibits a propensity to

follow icons to the extent of bringing them into his everyday life. This growing trend

amongst consumers is being tapped by apparel companies by taking up licensing of

popular characters and icons to be used in their merchandise. This is especially true

for the kids and youth market since they identify with these characters and icons more

strongly. According to Cartoon Network, the business of license merchandising of

animated characters is estimated at Rs. 360 crores in India.

India has emerged as the No. 1 market in Asia-Pacific for companies like Cartoon

Network in terms of viewer ship and more importantly revenues. ―Interestingly,

children's licensing and merchandising market accounts for 10% of Cartoon

Network's revenues i.e. approximately Rs. 300 crores, of which a large percentage is

contributed by apparel, accessories, footwear and home textile products.‖

This trend is picking up very fast in India with many companies taking up licenses of

popular cartoon characters. Cartoon Network had launched its Power puff Girls and

Dexter apparel through 1,500 retailers in India, including ITC's Lifestyle stores.

Disney entered into a pact with Indus Clothing in 2006 to launch Disney jeans in

India. Mattel has granted The Shirt Company the license to manufacture and market



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Barbie apparel in India. Nickelodeon, the children's channel, has tied up with Bombay

Dyeing for a merchandising arrangement. Weekender has taken up the retailing for

ToonWorld and Giny&Jony has tied up with Garfield.

This trend is not restricted to kids wear alone. Brands are also looking towards icons

like cricketers, footballers, rock stars, wrestlers, and super heroes such as Spiderman,

Superman, Tarzan, Krish, etc. to sell their merchandise. Apparel merchandise with

these icons are widely available in the unorganized market, however some sports

retailers are already retailing them at their stores.

Nike retails the Indian cricket team jerseys at their stores. Similarly, Reebok has gone

a step further and is retailing cricketer T-shirts like Rahall T-shirts, Bhajji T-shirts,

12th man to name a few.

Another similar trend has been used by Biba, the women's ethnic wear brand. Biba

has ventured into film merchandising i.e. they liaison with the fashion designer of the

film to market the apparel worn by the actress in the movie and timed its launch in

their store with the release of the movie. By doing this, they have moved to the

starting point of women's wear trends.

FORWARD INTEGRATION BY TEXTILE COMPANIES

Textile companies providing raw materials (yarns & fabrics) for the apparel & made-

up manufacturers are also realizing the importance of control through the value chain.

This is happening by forging growth relationships with textile/apparel companies to

create synergies and by forward integrating to get a share in retail markets. This is

being done through mergers, strategic acquisitions or forward integrations.

The sheer number of mergers and acquisition (M&A) deals struck last year has made

2006 a milestone year for India Inc. According to the Deal tracker study by Grant

Thornton, there were 480 M&A deals in India alone with a total value of about $20.3

billion in 2006 with the average deal size being $42 million.



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Primarily IT, Pharmacy and biotech have garnered the highest number of M & as,

however textile industry has also had its share in the opportunity. Forward integration,

by the textile companies has been prominent in this sector as the margins in the initial

stages (spinning, weaving) have shrunk, while subsequent stages (processing,

garmenting & retailing) still manage to have relatively better margins. Another reason

for this frantic move is buyer's high expectations of vertical setups and bigger

capacities in garmenting, be it for domestic or exports.



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There is a proliferation of grey market and parallel imports in many luxury goods, which

competes formidably against official retail outlets. Often, such competition is not discouraged

by the global headquarters, on grounds that Indian import tariffs are the very reason for the

grey market in the first instance. Authorized service centers are obliged to handle products

bought on the grey market or from parallel import channels, as long as they are not

counterfeit.

A 51%-49% does not give the foreign partners sufficient management control over Indian

operations, as an Indian partner with more than 25% shareholding has veto powers on several

important subjects, under the Companies Act 1956.



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TOP 3 ORGANIZED RETAILS IN INDIA

PANTALOONS

SHOPPERS' STOP

WESTSIDE (TRENT)



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TYPES OF RETAILERS AND RETAIL FORMATS

Convenience store Hypermarket

Shopping Mall

Shopping Plaza

Discount stores

Factory/Seconds Outlet

Kiosk

Chain of stores

Franchise

Specialty store

Departmental store

Supermarket



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MODERN RETAIL IN INDIA: SHARE OF CATEGORIES



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RETAIL SCENARIO

Total private consumption

expenditure

375 billion USD

Retail sale 205 billion USD (55%)Organized retail 6.2 billion USD (3%)

Retailing 13% of GDP

Outlet estimates Over 12 million

Format Only 4% larger than 500 sq. ft.

Second largest employer after agriculture



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Growth of Indian Retail



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FACTS ABOUT INDIAN RETAILING

India's retail sector is estimated to be worth $350 billion and of this organized part is

growing at 30% annually.

An estimated $412 billion is likely to be invested in the retail sector over the next five

years.

Food, beverages and tobacco make up 40% of the retail sector.

Major metro's such as Mumbai, Delhi, Chennai, Kolkata, Bangalore and Hyderabad is

where 68% of organized retail is located.

There was an estimate of 220 malls by 2007, a significant rise from 30 in 2003.

Current lease rates in major cities vary from Rs. 88 - 120 per sq ft per month.

It is the 2nd largest employer, after the agriculture sector, employing 21 million

people, roughly 6% of the country's total workforce and contributes 13% of GDP.



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ORGANIZED RETAIL IN RAJKOT

In a Rajkot few of organized retail sector for apparel like…

WESTSIDE



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PANTALOON

C/o Iscon Mall,

Near Big Bazaar,150 Feet Ring Road,

Rajkot, - 360005



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GLOBUS

Shop No 2,Crystal Mall, Ground Floor, Opp. Rani Tower,

Kalavad Main Road,

Kalavad Road, Rajkot – 360005(2009)



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Are organized but there are many unorganized retail sector like..

JULIANA FASHION CLUB

SAKSHI

SATYAM

ETHICS

RGS



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HISTORY OF RAJKOT CITY

History of Rajkot is about 400 year old. Rajkot state was established by Jadeja family of

Jamnagar state after separation before years. During British rule, Carnal Catties has

established Rajkumar College in 1871 to made available Cambridge education here to prices

of states. Foundation stone of Lalpari irrigation scheme was put in 1895. Motor service

between Rajkot and Jasdan was started in 1920 and railway in 1922. Rajkot municipality had

provided electricity in 1924 and telephone office, post office established in 1925. After

independence, Rajkot was Capital of Saurashtra state and First Chief Minister was Hon'ble

Uchhangrai Dhebar. Current Civil hospital building was the secretariats at that time.

Foundation

Rajkot was founded by Thakur Saheb Vibhaji Ajoji Jadeja of the Jadeja clan and Sunni

Muslim Raju Sandhi in 1612 AD, in the middle of Saurashtra. Vibhaji Ajoji was the grandson

of Jam Sataji of Nawanagar, the present day Jamnagar. Rajkot was named in honors of its co-

founder, Sunni Muslim Raju Sandhi.



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ABOUT JULIANA FASHION CLUB



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INTRODUCTION TO THE STUDY

OBJECTIVE OF THE STUDY:

1. To study the overall purchasing behavior of customers regarding apparels in Rajkot.

2. To study the customer’s perception towards Juliana fashion club.

3. Compare Juliana fashion club with selected apparel stores in Rajkot.



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LITERATURE REVIEW

I have found out some of the literatures which indicate the customer satisfaction

Eggert & Ulaga (2002), "Customer perceived value: a substitute for satisfaction in

business markets?” Emerald 17, 2002.

In recent years, there has been a resurgence of interest in the value construct among both

marketing researchers and practitioners. Despite a growing body of research, it is still not

clear how value interacts with related marketing constructs. Researchers have called for an

investigation of the interrelationship between customer satisfaction and customer value to

reduce the ambiguities surrounding both concepts. Investigates whether customer value and

satisfaction represent two theoretically and empirically distinct concepts. Also addresseswhether value is a better predictor of behavioural outcomes than satisfaction in a business

marketing context. Two alternative models are developed and empirically tested in a cross-

sectional survey with purchasing managers in Germany. The first model suggests a direct

impact of perceived value on the purchasing managers’ intentions. In the second model,

perceived value is mediated by satisfaction. This research suggests that value and satisfaction

can be conceptualized and measured as two distinct, yet complementary constructs.

SA Taylor, TL Baker (1994) - Journal of retailing, “Service quality and customer

satisfaction” Elsevier.

Service quality and customer satisfaction are widely recognized as key influences in the

formation of consumers' purchase intentions in service environments. However, a review of

the existing literature suggests that the specific nature of the relationship between these

important constructs in the determination of consumers' purchase intentions continues to

elude marketing scholars (c.f. Bitner and Hubbert 1994; Bolton and Drew 1994; Gronroos

1993; Rust and Oliver 1994). The study reported here was designed to aid in the

understanding of these relationships by empirically assessing the nature of the relationship

between service quality and consumer satisfaction in the formation of consumers' purchase

intentions across four unique service industries. The results of the current research, coupled

with the weight of the evidence in the emerging services literature, suggest that consumer

satisfaction is best described as moderating the service quality/purchase intention

relationship. The managerial and research implications of the reported study are also

discussed.



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EW Anderson, MW Sullivan (1993) – Marketing science, “The Antecedents and

Consequences of Customer Satisfaction for Firms”

This research investigates the antecedents and consequences of customer satisfaction. We

develop a model to link explicitly the antecedents and consequences of satisfaction in a

utility-oriented framework. We estimate and test the model against alternative hypotheses

from the satisfaction literature. In the process, a unique database is analysed: a nationally

representative survey of 22,300 customers of a variety of major products and services in

Sweden in 1989 – 1990. Several well-known experimental findings of satisfaction research are

tested in a field setting of national scope. For example, we find that satisfaction is best

specified as a function of perceived quality and ―disconfirmation‖— the extent to which

perceived quality fails to match repurchase expectations. Surprisingly, expectations do not

directly affect satisfaction, as is often suggested in the satisfaction literature. In addition, we

find quality which falls short of expectations has a greater impact on satisfaction and

repurchase intentions than quality which exceeds expectations. Moreover, we find that

disconfirmation is more likely to occur when quality is easy to evaluate. Finally, in terms of

systematic variation across firms, we find the elasticity of repurchase intentions with respect

to satisfaction to be lower for firms that provide high satisfaction. This implies a long-run

reputation effect insulating firms which consistently provide high satisfaction.

McDougall, T Levesque (2000) – Journal of service marketing, “Customer satisfaction

with services: putting perceived value into the equation”

This research investigated the relationship between three elements – core service quality,

relational service quality- and perceived value – and customer satisfaction and future

intentions across four services. The results revealed that core service quality (the promise)

and perceived value were the most important drivers of customer satisfaction with relational

service quality (the delivery) a significant but less important driver. A direct link between

customer satisfaction and future intentions was established. The relative importance of the

three drivers of satisfaction varied among services. Specifically, the importance of core

service quality and perceived value was reversed depending on the service. A major

conclusion was that both perceived value and service quality dimensions should be

incorporated into customer satisfaction models to provide a more complete picture of the

drivers of satisfaction.



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RESEARCH METHODOLOGY

Problem definition:

1. Mgt Decision Problem: To know satisfaction level of customer towards

Juliana fashion club.

2. Mgt Research Problem: Our core intention to do this survey is to compare

the services provided by both retail chains and compare the satisfaction level

of customers.

3. Problem Definition: Our core intention to do this survey is to evaluate effect

of different services on the customer buying behavior and measure customer

satisfaction.

Sample And Data Collection:

This survey was conducted in the context of retail. Data were collected in face-to-face

interviews of customers coming to mall while exiting point-of-sale venues. We have

chosen the mall of Baroda city for our research purpose. Because it is being

convenient to us.

Research Design:

The research design would be descriptive.

Data Collection:

The data would be collected from primary source through questionnaires, interviews,

observation etc. The sample would be surveyed on the basis of questionnaire and data

would be quantified for further analysis.

Sample Size:

The sample would be selected on random basis at the store itself. A sample of 51

respondents would be used in the research.



38

Data Sources:

Both Secondary and Primary Sources of data will be used. The major type of

information used is primary data. This is done through primary survey. The literature

review is a secondary data type. The sources include books, periodicals, websites, printed literature etc.



39

ANALISYS OF THE STUDY

Gender

MALE -18%

FEMALE-82%

Here female ratio is more because our main target audience is female. and Juliana is apparel

store for only female.



40

AGE

Here we can see that 24 people out of the 50 are in between age of 15-25 means teenager an

collagens are their target group.



41

Please choose your qualification from the List below

In their customers most of the customers is graduate.



42

Please choose your occupation from the List below

In the occupation level most of the Juliana’s customer is student.



43

How much time would you spend in one trip of shopping while shopping

for apparel, footwear, accessories etc?

In that most of the customers spend 1-1.5hrs in one trip of shopping.



44

Whom do you generally go with for shopping on such a trip?

In this we can see that a customer goes for shopping with their family and also with their

friend.



45

Have you been to Juliana fashion club?

In this our sample size is 50 in that 45 people had gone in Juliana fashion club.



46

Please give 5 scale amongst the factors you consider when you decide where

to shop, maximum to the most important reason and so on. Scale it 1 to 5 (

1 is for very much favourable and 5 for worst)

Distance tobe traveled get rank 1 in the sense its make difference to the customer to go

shopping.

Proximity to other restaurant or coffee bar is also the customers want so it get 2ed rank in five

scale.

Promotional offers also make difference in customers mind so in shopping it get 3ed rank.

1812

6 8 7

6 20

11 9

5

9

10

13 12

7

7

13

14 15

2

12

9

129

0

10

20

30

40

50

60

70

1 2 3 4 5

available in the merchendise

store

opinion of friend/family

promotional offers

proximity to other restaurant or coffeeber

Distance to be traveled



48

Please choose the option which is the closest to what you feel.

Strongly disagree- in this we know that Juliana has no all the customers’ preferable

brand.

Disagree-in this we know that ratio of prompt service is low.

Neutral-in this ratio of promise is high. So is fever of the Juliana fashion club.

Agree-Juliana fashion club has a size problem.

In all over observation we can so that in all the facility customers has neutrals

response towards the above facility.

10 11 15 8 7

313

13

148

9

9

17

13

3

5

11

18

11

6

7

7

22

11

4

5

9

15

16

6

8

9

16

12

6

4

19

12

6

10

10

5

13

20

3

7

12

11

16

0

20

40

60

80

100

120

140

160

stronglydisagree

disagree netural agree stonglyagree

shopping at juliana is a grateexperience

I love juliana fashion club

prompt service to customer

does not have the latest in termsof fashion

sophisticated outlet

promise to do something ,it willdo so

it is not helpful with return andexchange

I never get my size

easy to find what I need

juliana doesn’t have all my

favorite brand



49

Choose the alternative below which describes why you go to Juliana

fashion club.

26 % people go to Juliana for save their shopping time.

27% people go to Juliana to kill them time. Always. 27% people have a great experience at Juliana.

2721

1336

27

22

23

26

0

20

40

60

80

100

120

always mostly

to save time on my shopping

to kill my free time

to spend time with friend/family

to get grate shopping experience



50

Please choose the best company among the given choices according to youon various parameters.

Westside has two major factor fashion and range of good offered and also customers

likely stock it is their +point.

Juliana has value for money, custody of the staff and ambience it is their +point.

Pantaloons has good range.

19 18 14

15

27

9

19

16

16

15

24

12

14

22

15

22

19

10

0

20

40

60

80

100

120

140

westside juliana pantaloons

is most likely to stock what youwant

value for money

courtesy of the staff

range of good offered

ambience

fashion



51

FINDINGS

As we know about customer satisfaction these are the factors which are effectively affect to

the precious customers of any retail outlet. So from our study, findings are as follows.

1. Convenience in approach:

We have find that the customers of both Pantaloons and Westside are satisfied with

the convenience approach. The way with which a salespersons are approaching to

customer that is more convenient in Westside then Pantaloons, it means the

salespersons are not giving force to purchase the product or whenever customer are

asking for help at that time only salesperson come ahead towards customer otherwisethey allow them to browse first. But Customers of Pantaloons are also satisfied with

the convenience approach. So we can say that both Pantaloons and Westside is equal

in convenience in approach.

2. Product assortment:

Product assortment is one of the important factor for make customer satisfied. the way

of arranging the stuff on the floor as well as different department in the retail outlet

which creates easy geography of the store. According to our research customer are

more satisfied with the pantaloons strategy of assortment then Westside. The

departmental wise arrangement of merchandise in pantaloons is better than Westside.

3. Extra service provide:

Apart of the common activity that means i.e. selling of merchandise there are other

services also which is very much necessary to retain the customer. From the research

analysis we can identify that the customer are more satisfied with Westside incase of

deliverance of extra services.

4. Transparency in billing:

This part put a little bit more trust on the concern retail outlet that means transparency

in billing makes customer more satisfied in terms of ethical aspect. Customers are

more satisfied with pantaloons in these particular aspects. It means that makes clear

understanding between customer & retail outlet.



52

5. Sales persons service:

Positive approach or best customer service will increase the sales as well as customer

portfolio. How efficient and effective sales staff you are having it will judge your

future scenario. According to the research we can easily make out that the satisfaction

level of the customer for sales person service towards pantaloons is more. They are

having smart profile of sales person whose approach and service are more effective

then Westside.

6. Sales promotional offer:

Promotional offer will increase the customer walking as well as purchase frequency.

Gifts , coupons, crockery set, etc are thee common things in this retail outlets but

according to customer Westside is the best retail outlet which is providing more

promotional offer and it is attracting to the customer for add on purchase. Customers

are more satisfied with Westside rather than pantaloons.juliana has also promotional

offers in a time of festival like jamnastami, Diwali.

7. Loyalty Programmes :

According to our study, we find out that loyalty programmes plays an important role

in retaining a customers. And Pantaloons proves better in conducting loyalty

programmes than Westside.

8. Alteration facility:

According to research both the retail outlet i.e. Pantaloons as well as Westside are

having up to the mark alteration facility. So customers are satisfied with both the

r etail outlet’s service and also with the Juliana fashion club.

9. Varieties :

According to the research both retail outlet is better in providing varieties of the

products and customers of all the retail chains are satisfied with it.

10. Location:

According to the research, In Rajkot Pantaloons and Westside both are located nearer

to each other. And Westside and Juliana both have better parking facility.



53

11. Overall Satisfaction:

It will considered overall satisfaction of the customer towards retail store. At last

customers of both retail chains are satisfied with the services provided. So satisfaction

ratio is almost equal in both retail cha.



54

SUGGESTIONS

1. Juliana is the store where customers get what they want but many customer

which have no awareness about the Juliana fashion club.

2. Juliana has to give more seasonal sale and promotional offers to the customer for

more attraction.

3. In the analysis I find that many customers don’t get prompt service in Juliana so

they should have to make CRM strong.

4. Juliana keep more western outfit it is good but in like 3tire city as like Rajkot.



55

LIMITATIONS OF THE STUDY

Sample size of 50 units may not be sufficient to draw the accurate conclusion.

Sampling area is Rajkot city only whereas the other cities are not the part of it.

Some important aspects affecting the consumer behavior in buying in terms of factors

may not be covered on revealed in the questionnaire used.

Personal bias of respondents and in analysis and interpretation may become a

constraint in revealing the true perception.

We have only included samples which are the customers of Juliana fashion club.



56

BIBILIOGRAPHY

1. http://rajkot.infoline.in/readymade-garment-mfrs_dlr/juliana-fashion-club/id_i211051

2. https://www.facebook.com/juliana.india

3. http://www.google.co.in/search?hl=en&q=growth%20of%20retail%20industry%20in%20rajko

t&btnK=&um=1&ie=UTF

4. http://en.wikipedia.org/wiki/Crystal_Mall_Rajkot

5. http://www.justdial.com/Rajkot/globus-stores-pvt-ltd-%3Cnear%3E-kalavad-road/0281PX281-X281-091130130345-A1F7

http://rajkot.infoline.in/readymade-garment-mfrs_dlr/juliana-fashion-club/id_i211051


https://www.facebook.com/juliana.india


http://www.google.co.in/search?hl=en&q=growth%20of%20retail%20industry%20in%20rajkot&btnK=&um=1&ie=UTF





http://en.wikipedia.org/wiki/Crystal_Mall_Rajkot


http://www.justdial.com/Rajkot/globus-stores-pvt-ltd-%3Cnear%3E-kalavad-road/0281PX281-X281-091130130345-A1F7














57

ANNEXURE



58

A Study of customer perception for Juliana Fashion Club and it’s

comparison with selected apparel stores in Rajkot.

Disclaimer: The Following questionnaire is for a study on Organised Retail. The following

information is for educational use only and will not be used for any other purposewhatsoever.

1. Please give information about yourself:

Name

Age

Sex

2. Please write your education level from below.

Graduation

Master

Degree

3. Your occupation: ………………………..

4. How much time would you spend in one trip of shopping while shopping for apparel,footwear, accessories etc?

0 to 0.5 hrs

0.5 to 1 hr

1 to 2 hrs

2 to 3 hrs

more than 3 hrs

5. Whom do you generally go with for shopping on such a trip?

Alone

Family

With a friendin a group



59

6. Have you visited Juliana Fashion Club?

Yes No

If Yes, How frequently you visit Juliana?

In a Week

In a Month

In a Year

7. Please divide 100 points amongst the factors you consider when you decide where to

shop, maximum to the most important reason and so on; such that the total comes to

100.

FACTORS

Distance to be travelled

Proximity to other restaurants / coffee shops, etc

Promotional offers, sales

Opinion of friends, family

Merchandise Available in the Store

TOTAL 100

8. What are the other stores you frequently visit for apparels?

Blue Club

Globus

Pantaloons

Westside

Other __________



60

9. Please rank the following outlets between 1 to 5 based on your preference. (1 being

the most preferred and 5 being the least)

STORE RANK

Blue Club

Globus

Pantaloons

Juliana

Westside

10. You or anybody in your immediate family a loyalty Card holder in Juliana.

Yes No

11. On an average how much do you spend on a single visit to Juliana?

Rs 200 - 500

Rs 501 - 2000

Rs 2001 - Rs 5000

Rs 5000+

12. Are you aware of Juliana's own brand of apparel? Name them. (Please write "NO" if

not aware of any brand) ……………………………………………………………….

13. Please complete the sentence given below.

Juliana reminds me of................................................................................................

14. Choose the alternative below which describes why you go to Juliana.

Always Mostly Sometimes Rarely Never

To get a great shopping experience.

To spend time with my friends andfamily.

To kill my free time.

To save time on my shopping



61

15. Please choose the option which is the closest to what you feel.

Strongly

Disagree

Somewhat

Disagree

Neutral Somewhat

Agree

Strongly

Agree

Juliana does not have all

my favourite brands

The Store Layout at

Juliana makes it easy for

me to find

I never get my size at

Juliana.

Juliana is not helpful with

returns and exchanges

When Juliana promises to

do something by a certain

time, it will do so.

Juliana is a sophisticated

outlet

Juliana does not have the

latest in terms of fashion.

Employees in Juliana do

not give prompt service

to customers.

I love Juliana

Shopping at Juliana is a

great experience.



16. Rate the five outlets on a scale of 1 to 5 based on the following parameters. (A score

of "5" being the highest.) For e.g. If rating on the parameter of Fashion and Westside

deserves a score of 3 out of 5 put "3" in the box.

Westside Juliana Pantaloons Lifestyle Globus

Ambience

Range of goods

offered

Courtesy of the staff

Value for money

Is mostlikely to

stock

what youwant

Quality of

merchandise

capstone major project

Documents