“A STUDY ON BRANDING MARKETING SALES

STRATEGIES WITH RESPECT TO ALLEN SOLLY’’

Dissertation Submitted to the

D.Y. Patil Deemed to be University School of Management
In partial fulfilment of the requirements for the award of the Degree of
BACHELOR OF BUSINESS ADMINISTRATION

Submitted by:
MOHINI SINGH GAUTAM
(Roll No-BBA-020139)
Semester - 6th

Submitted To
Dr. ASHWINI KADAM
Associate Professor
D.Y. Patil Deemed to be University
School of Management
CBD Belapur, Navi Mumbai
March 2023
 DECLARATION

I hereby declare that the dissertation “A STUDY ON BRANDING MARKETING SALES

STRATEGIES WITH RESPECT TO ALLEN SOLLY’’ submitted for the Full time BBA
Degree at D.Y. Patil Deemed to be University School of Management is my original work
and the dissertation has not formed the basis for the award of any degree, associate ship,
fellowship, or any other similar titles.

I hereby declare that this report is purely my personal work in every form.

I hereby also declare that I have checked the data through the plagiarism software and
it has been found to be pure and true. I am solely responsible for any plagiarism that
is found in thisdissertation report.

PLACE: Navi Mumbai

Date:

Signature of the student

 CERTIFICATE

This is to certify that the dissertation entitled “A STUDY ON THE FACTORS

AFFECTING CONSUMERS PERCEPTION WITH RESPECT TO THE SERVICES
OFFERED BY FEDEX AND D.H.L’” is the bona fide research work carried out by
MAAZIN CHHAPEKAR , student of Full Time BBA, at D.Y. Patil Deemed to be
University School of Management during the year 2020- 2023, in partial fulfilment of the
requirements for the award of the Degree of Bachelors in Business Administration and that
the dissertation has not formed the basis for the award previously of any degree, diploma,
associate ship, fellowship or any other similar title.

Dr. ASHWINI KADAM Dr. R. Gopal

Associate Professor Director
Project Guide D.Y. Patil Deemed to be University
D.Y. Patil Deemed to be University School of Management

School of Management

Place: Navi Mumbai

Date:
 ACKNOWLEDGEMENT

In the first place, I thank the D. Y. Patil deemed to be University, School of Business
Management, Navi Mumbai for giving me an opportunity to work on this project. I
would also like to thank Ms. Ashwini
Kadam, professor, School of Management, D.Y. Patil University, Navi Mumbai for
giving me her valuable guidance for the project. Without her help it would have been
impossible for me to complete the project.

I would also like to thank the various people from the retail industry who have
provided me with a lot of information and in fact even sharing some of the
confidential company documents and data – many of which I have used in this report
and without which this project could not have been completed.

I would be failing in my duty if I do not acknowledge with a deep sense of gratitude

the sacrifices made by my parents and thus have helped me in completing the project
work successfully.

Place: Navi Mumbai

Date:

Signature of the student.

 EXECUTIVE SUMMARY

Present world is the world of competition. There is huge competition in each and every

sector. Everyone wants to be ahead of their competitors. The competitive landscape, rapidly

changing technologies, increased complexity of products and services and more aware and

demanding customers are all pushing the Organization to adopt the customer centric focus.

In the present dynamic business environment customer play a vital role and is of centric value

to the Organization. Hence satisfying a customer by providing excellent services is of prime

importance to the company.

First of all a proper outline of the entire survey work was decided like research objectives,

research approach. The main objective of the research was to find out the satisfaction level of

the customers from products offered by the company in the market.

The next step was decided upon other areas of research design. To meet the main objectives

of the research program me a proper sample size was decide upon, which represents the entire

population and help in getting results. Structured questionnaire was used as research

instrument and personal interview method was used for data collection in the whole survey.

Analysis and interpretation were drawn from the entire data so as to focus on the major

problems. Analysis and interpretation were further used to reach the results and findings of

the survey and were also helpful in Making the suggestions.

 TABLES OF CONTENTS

CHAPTER NO. CONTENTS PAGE

NO:
EXECUTIVE SUMMARY

CHAPTER 1 INTRODUCTION

CHAPTER 2 REVIEW OF LITERATURE

INDUSTRY AND COMPANY PROFILE

CHAPTER 3

RESEARCH METHODOLOGY
CHAPTER 4

DATA ANALYSIS AND

CHAPTER 5
INTERPRETATION

FINDINGS, SUGGESTIONS &

CHAPTER 6
CONCLUSION

BIBLIOGRAPHY

ANNEXURE
 LIST OF TABLES

TABLE
TITLE PAGE NO:
NO:

Table showing gender-wise classification of the

1
respondents

Table showing age-wise classification of the

2
respondents

Table showing family income level-wise

3
classification of the respondents

4 Table showing respondent is an earning member

Table showing the respondent is using Allen Solly

5
apparel

Table showing the respondents family/friends

6
using Allen Solly apparel

Table showing how long is the respondent using

7
Allen Solly

Table showing how many pairs of Allen Solly

8
apparel do the respondent has

Table showing which model of the Allen Solly

9
apparel do the respondent own

Table showing how the respondents came to know

10
about Allen Solly apparel

Table showing the respondents get status in the

11
society by using Allen Solly apparel
 Table showing Allen Solly apparel having online
12
website

13 Table showing navigation through a easy or not

Table showing the respondent satisfied with the

14
information provided on the website

Table showing for what purpose the respondent

15
using the website

16 Table showing mode of purchase of respondents

Table showing reasonable price of Allen Solly

17
apparel

18 Table showing Allen Solly apparel is worth buying

Table showing factors which influenced

19
respondents to purchase Allen Solly apparel

Table showing is the respondent contacted with the

20
customer service

Table showing the ranks given it various factors

21
based on their influence

Table showing the closest competitor of Allen

22
Solly apparel

Table showing whether the respondent had used

23
products of competitors

24 Table showing satisfaction of the respondent

 LIST OF FIGURES

FIGURE
TITLE PAGE NO:
NO:

Figure showing gender-wise classification of the

1
respondents

Figure showing age-wise classification of the

2
respondents

Figure showing family income level-wise

3
classification of the respondents

4 Figure showing respondent is an earning member

Figure showing the respondent is using Allen Solly

5
apparel

Figure showing the respondents family/friends

6
using Allen Solly apparel

Figure showing how long is the respondent using

7
Allen Solly

Figure showing how many pairs of Allen Solly

8
apparel do the respondent has

Figure showing which model of the Allen Solly

9
apparel do the respondent own

Figure showing how the respondents came to know

10
about Allen Solly apparel

Figure showing the respondents get status in the

11
society by using Allen Solly apparel

Figure showing Allen Solly apparel having online

12
website

13 Figure showing navigation through a easy or not

 Figure showing the respondent satisfied with the
14 28
information provided on the website

Figure showing for what purpose the respondent

15 29
using the website

16 Figure showing mode of purchase of respondents 30

Figure showing reasonable price of Allen Solly

17 31
apparel

Figure showing Allen Solly apparel is worth

18 32
buying

Figure showing factors which influenced

19 33
respondents to purchase Allen Solly apparel

Figure showing is the respondent contacted with

20 34
the customer service

Figure showing the ranks given it various factors

21 35
based on their influence

Figure showing the closest competitor of Allen

22 36
Solly apparel

Figure showing whether the respondent had used

23 37
products of competitors

24 Figure showing satisfaction of the respondent 38

 CHAPTER-1

INTRODUCTION
 CHAPTER-1

INTRODUCTION

Today, the brand appeals to that section of consumers who are young and want to create their
own world. Offering clothing that spans casual, work and evening wear, the brand's
personality is well-reflected through its 'My World, My Way' campaign.

Allen Solly has several product innovations to its credit and loyal consumers swear by the
brands comfortable and fashionably-styled cotton trousers and bright, colorful shirts.
The brand then went a step further, launching a collection of shirts and trousers called 'The
Uncrushables' – a wrinkle-free wardrobe in an unconventional 'solid' palette.
And the brand is not only for men. nod to women in the workforce came in 2001, when the
brand came out with a line of women's formal wear. A few years later, they rewrote their own
rules again, by bringing in their casual chic collection for women. Allen Solly's apparel is
well known for its superior quality and it has consistently won industry awards and consumer
recognition for its clothing.

Allen Solly Products:

• 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 color
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 colors 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

Shirts
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.

Trouser
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, superb
finish and excellent fits. With a wide range of best-
selling brands to choose 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 class and elegance, making every occasion
truly special.
Brand Awareness: Have you ever wondered when someone will come up with garments and
shoes that are perfect for work and after-work fun? Well, Allen Solly has done it, and done it
marvelously, one might add. For the latest in crossover styling, head over to Allen Solly and
check out their new Friday collection. With these garments and shoes, you can begin your
day in the boardroom, and end it playing pool with your close buddies at your favorite club.

Allen Solly is redesigning the way urban India is dressing for work with vibrant colors and
stylized cuts. Since we talked about the garments in one of our earlier blog, let’s focus on the
shoes today. These shoes are all-weather brogues crafted using intricate whipstitches and
contrasting soles. Their mixed-leather derbies are an exciting combination of leather and rich
suede. These shoes can be worn with chinos and formal shirts to jeans and tees. Allen Solly’s
high-top chukka boots are crafted from premium leather, and are not what you’d expect from
regular high-tops. These shoes are so elegantly styled, that they can easily traverse diverse
life situations with ease. Again the Allen Solly duplex-leather slip-ons are beautifully created
out of suede and leather – they’re just perfect to wear with business casuals.

So whether you’re running a company, managing an important team, or a high-flying artist;

Allen Solly’s Friday Dressing has something special for you. Also if you’re thinking of gifts
over this New Year and the many occasions coming up afterwards; this gift card from Allen
Solly would be perfect. Think about it – is your son getting ready to fly abroad on business?
Is your brother looking for restocking wardrobe? Gift cards from Allen Solly should be your
answer.

Sales and Marketing

Although many people use the terms sales and marketing interchangeably, there is a subtle
difference between the two. Both functions intend to grow the revenue of a business, but the
way they try to do this differs. Understanding the difference between sales and marketing can
help you integrate them better to achieve your company's revenue goals. In this article, we
discuss some important differences between sales and marketing from various aspects like
goals, process and strategy.

It's important to understand the difference between sales and marketing because you need to
integrate both functions in your organisation. Understanding the thin line between them helps
you make them work in tandem to increase the revenue of your organisation. While preparing
an organisation's budget, you need to make a proper allocation for each business function. A
good understanding of differences helps you prepare a balanced and efficient budget.

Sales is the process of selling goods and services. It involves convincing potential customers
to buy from your company. The convincing can be through various means such as explaining
your product's benefits, offering discounts or making your product more attractive than that
of your competitors. Some common sales generation methods include making cold calls,
holding one-on-one meeting with business leads, participating in trade fairs and promotional
events and cross selling (selling another product to an existing customer).

Sales is the starting point of a contract between a business and its customers. A company
often looks to retain its customer-base by nurturing a positive relationship with its customers.

Inbound sales vs. outbound sales

Inbound sales is one in which the customer comes to an organisation to buy a product. On the
other hand, in outbound sales, a business reaches out to a prospect, usually through its sales
department, and closes a deal. For example, if a customer visits a retail outlet and buys a
product, it falls under inbound sales, whereas if your company's door-to-door sales executive
sells a product, it's an example of outbound sales.

Inbound leads are relatively easier to convert since the customer has an active interest in your
organisation's product. However, some inbound enquiries may be exploratory and may
require more efforts and follow-up by the sales team.

What is marketing?

Marketing is the process of making people interested in your product through various
strategies like pricing, packaging, positioning (creating a perception), placement and
promotion. Marketing efforts of a company may or may not focus on generating direct sales
leads, but they definitely intend to make sales easier and increase revenues over a longer
period of time.

For example, marketing teams often work on intangible strategies like creating a brand image
and improving public relations. Having a good brand image may not generate direct sales
leads, but it definitely influences customers to make a purchase decision in favour of the
 company's products. Thus, marketing mainly focuses on analysing customers' needs, interests
and behaviour in order to make products more appealing to them.

Inbound vs. outbound marketing

An inbound marketing campaign follows an indirect approach instead of directly promoting a

company's products. It makes customers come searching for them. Most of the inbound
marketing campaigns take the form of digital marketing. For instance, companies often
publish engaging content on their blogs with an intention to solve customers' problems and
establish themselves as an authority in their industry. Other examples of inbound marketing
include search engine optimisation (getting ranked in search engines for relevant keywords),
and social media marketing (networking on social media platforms).

Outbound marketing refers to typical traditional marketing techniques like TV commercials,

billboards and product mailers. It focuses on directly promoting a company's products to its
target customers.

Difference between sales and marketing goals

Sales and marketing both focus on generating revenue for an organisation. However,
marketing mainly focuses on long-term goals, whereas sales has a relatively short-term
perspective. Sales departments usually run on tight periodic targets, while marketing goals
are often intangible in nature. Marketing campaigns may not have an immediate visible
impact on a company's revenue, but they still help the company grow over a longer period of
time.

Sales process:

 Prospecting: Create a list of target customers and perform preliminary research on them.

 Connecting: Connect with your prospects, often through cold emails or phone calls.

 Qualifying: Qualify your leads based on their response, need and readiness to buy a product.

 Approaching: Schedule an appointment and meet the qualified leads.

 Product demonstration: Showcase the product and explain its features and benefits.
 Objection handling: Listen to your prospects' objections, understand their perspective and
address their concern.

 Closing a sale: Negotiate the price, create a proposal and close a deal.

 Onboarding: Deliver the product and help the customers get started with it.

 Following up: Support customers with after-sales service, retain them and turn them into
repeat buyers.

Marketing process:

 Research: Study the market and your potential customers.

 Segment: Divide your customers into different segments based on their characteristics.

 Strategy: Build a marketing strategy for each segment you want to target.

 Position: Define the distinguishing features of your product and highlight them in your
marketing campaigns.

 Campaign: Create and run marketing campaigns.

 Performance: Measure the performance of your marketing campaigns.

 Fine-tune: Modify and fine-tune your marketing campaigns based on their performance.

 Difference between sales and marketing strategies

 Marketing strategies focus on reaching your target customers while sales strategies focus on
converting them. Following are some examples of sales and marketing strategies:

Sales strategy examples:

 Cold calling: Call up a pool of prospects and pitch your products.

 Door-to-door sales: Sales executives reach out to customers with the product and close deals
on the spot.
 Discount sales: Companies offer a discount on a certain range of products for a limited
period.

 Discount coupon: Companies issue discount coupons to certain sections of customers, for
instance, those holding a credit card of a certain bank.

 Trade fairs: Companies exhibit and sell their products in trade fairs.

 Cross-selling: Companies pitch other products to their existing customers. For example, a
bank may sell credit cards to its savings account customers.

Marketing strategy examples:

 Product-focused marketing: Companies highlight various aspects of their product, such as

quality, size and packaging.

 Price-focused marketing: Companies make buying attractive by various pricing strategies,

such as low pricing, price matching (offering to beat competitors' price) and premium pricing
(as a symbol of high quality).

 Status marketing: Companies position their product as a status symbol and reserve the right to
decide who they sell it to. For example, a high-end car manufacturer may choose to sell its
car only to a select group of high net worth individuals and influential people, giving them a
sense of exclusiveness.

 Online marketing: Companies market their product through search engines, emails and social
media platforms.

 Other differences between sales and marketing

Here are some other differences between sales and marketing:

 The sales process takes an individualistic, customer-centric, one-to-one approach, while

marketing is media-driven and targets the entire segment.

 Sales fulfill the demand, while marketing creates a new demand or fits a product into an
existing demand.
 Marketing focuses on moving the product from the company to the market (through product
launches and awareness campaigns), while sales focuses on moving the product from the
market to the customer.

 Sales focuses on the needs of the company, while marketing focuses on the needs of the
market.

Marketing Function

There were no marketing functions in the early 1900’s for the products were of a standard
nature and quality, and were not branded or of different varieties. They were sold in bulk, by
the so-called sales organization without enlisting the aid of advertising assembling, grading,
and branding.

It was during the 1920’s that the advertising agency received an impetus and was supported
both by sellers and buyers. Products were extensively advertised, giving all the facts relating
to their quality, price, durability and utility. This marked the beginning of marketing
processes receiving support from and the end of the so-called sales organisation. However,
during the 1930’s the picture completely changed with the introduction of product
differentiation, and wide publicity of goods.

The consumer’s market encouraged manufacturers to establish market research departments

in order to determine ways and means of reducing marketing costs and promotion sales.
Manufacturers who mainly depended upon costly wholesalers and retailers for the sale of
their goods, discon­tinued this practice and started their own chain stores.

They devised a policy of cash and – trade discount for their customers by utilising the
specialized services of super markets, packag­ing, branding, grading, and offering varied
concessions with a view to promoting sales. In fact, particularly after World War II, the
different functions of marketing, such as product differentiation, marketing plans, budgeting,
coordinating marketing activities and developing marketing executives, became so popular
that every manufacturer began to think of production schedules, price schedules, designing,
and inventories.

Finally, the 1950’s witnessed a complete revolution and a tragic end of the sales organisation,
and gave birth to such marketing process as specialisation, advertising, market research, etc.
Thus, a business house is currently concerned with the divisional form of organisation; there
are the marketing and manufacturing divisions; there is the finance department, the law,
research, industrial relations, and traffic transpiration departments. Marketing is related to the
exchange of goods and services. Through its medium the goods and services are brought to
the place of consumption. This satisfies the needs of the customers. The following activities
are undertaken in respect of the exchange of goods and services:

1. Gathering and Analysing Market Information:

Gathering and analyzing market information is an important function of marketing. Under it,
an effort is made to understand the consumer thoroughly

2. Marketing Planning:

In order to achieve the objectives of an organisation with regard to its marketing, the
marketeer chalks out his marketing plan. For example, a company has a 25% market share of
a particular product.

3. Product Designing and Development:

Product designing plays an important role in product selling. The company whose product is
better and attractively designed sells more than the product of a company whose design
happens to be weak and unattractive.

4. Standardisation and Grading:

Standardisation refers to determining of standard regarding size, quality, design, weight,

colour, raw material to be used, etc., in respect of a particular product. By doing so, it is
ascertained that the given product will have some peculiarities.

5. Packaging and Labelling:

Packaging aims at avoiding breakage, damage, destruction, etc., of the goods during transit
and storage. Packaging facilitates handling, lifting, conveying of the goods. Many a time,
customers demand goods in different quantities. It necessitates special packaging. Packing
material includes bottles, canister, plastic bags, tin or wooden boxes, jute bags etc.
6. Branding:

Every producer/seller wants that his product should have special identity in the market. In
order to realise his wish he has to give a name to his product which has to be distinct from
other competitors.

7. Customer Support Service:

Customer is the king of market. Therefore, it is one of the chief functions of marketer to offer
every possible help to the customers. A marketer offers primarily the following services to
the customers:

(i) After-sales-services

(ii) Handling customers’ complaints

(iii) Technical services

(iv) Credit facilities

(v) Maintenance services

8. Pricing of Products:

It is the most important function of a marketing manager to fix price of a product. The price
of a product is affected by its cost, rate of profit, price of competing product, policy of the
government, etc.

9. Promotion:

Promotion means informing the consumers about the products of the company and
encouraging them to buy these products. There are four methods of promotion: (i)
Advertising, (ii) Personal selling, (iii) Sales promotion and (iv) Publicity. Every decision
taken by the marketer in this respect affects the sales.

10. Physical Distribution:

Under this function of marketing the decision about carrying things from the place of
production to the place of consumption is taken into account. To accomplish this task,
decision about four factors are taken. They are: (i) Transportation, (ii) Inventory, (iii)
Warehousing and (iv) Order Processing.

Why Research is important in Marketing

Most of us know that companies conduct a ton of market research before releasing a new
product these days. With so many brand choices available to us, sellers in all categories know
they have to have a strong understanding of the consumers' wants and needs if they're going
to have a chance at success. The message has to be powerful so that we instantly recognize
the brand when we see it on the store shelf.

Successful companies rely on marketing research to help them understand their markets.
Smaller companies may not be able to conduct their own research, but they can still access
countless past studies to inform them about what people really want. Most companies that
have the resources also conduct their own research before every product launch. Every simple
advertising message we're exposed to is the result of hours of research into consumer
expectations and desires.

Marketing is the process that comprises of all the activities involved from the concept of the
product all the way till it reaches the final consumer. So there are a lot of activities in this
process, which we call the functions of marketing. Let us take a look.

Functions of Marketing

1] Identify Consumer Needs

One of the first steps the company needs to take is to identify the needs and wants of the
consumers in the market. To do so they must gather information and analyse this information.
Once you understand your customer thoroughly you can base your product design on this
information.

2] Planning

The next logical step would be to make a marketing plan. Firstly you must be very clear
about the objectives of the company and what it wishes to achieve. Then you figure out a
timeline to achieve these objectives. And finally, you plan the marketing strategy of your
company accordingly.
3] Product Development

As per your consumer research, we then develop the product that suits the needs of the
consumer. The design of the product is also an important factor in many products. Like for
example when buying a car, the design will play a huge factor. There are other factors to be
considered like cost, durability etc

4] Standardisation and Grading

Standardisation means ensuring uniformity in the product. All customers must get the same
product of the same design and quality. And these standards need to be maintained
throughout.

Grading is the process of classification of products according to similar characteristics and/or

quality. If the product does not have any predetermined quality or other specifications like
say agricultural products. Grading will ensure the consumer knows your goods are of the
highest quality.

5] Packing and Labeling

The package and the label are the first impressions your product makes on the consumer so
they are of essential importance. They are not only to protect and identify the goods but are
great marketing tools. There is proof that an attractive package and label can go a long way in
making a product a success.

6] Branding

One important decision the company has to make is whether they want the product to have an
individual identity in the market or they want it to be recognized by the brand name.

Certain brands enjoy incredible goodwill in the market and it can benefit the product. But you
may also want the product to have a separate identity so it can flourish on its own attributes.

7] Setting up Customer Support Services

Depending on your product there may be a variety of customer services that the company has
to set up. Pre-sales service, consumer helpline, maintenance services, technical support are
just some of the services that your product may require. These are important functions of
marketing.

8] Pricing

This may be one of the most important functions of marketing. The price of a product will
largely determine its success or failure. Factors like demand, market conditions, competition
prices etc will be considered to come up with the correct pricing strategy.

One other thing the company must remember that prices of the products should not be
changed too frequently. This leads to confusion in the market.

9] Promotion

This is where you inform the customers of your product and persuade them to buy it. There
are four major promotion methods – advertising, personal selling, sales promotion and
publicity. The company must decide on its best promotion mix, a combination involving all
or some of these four methods.

10] Distribution

Here the company must ensure the correct distribution channel for its product. It will depend
on a variety of factors such as the concentration of the market, shelf life of the product,
company’s capital requirements etc. Inventory management is another important factor the
company must look into.

11] Transportation

The physical movement of the goods from its place of production to its place of consumption
is transportation. It is a very important function of marketing. The company must analyse the
geographical boundaries of its market. This will help them choose the correct modes of
transportation.

And in the global economy where we live in, there are almost no barriers to international
trade. So if a company wishes to go global transportation will be a key factor in their
marketing mix.
12] Warehousing

As we have seen there is always a lag time between the production and the consumption of
most goods. Sometimes the products are seasonal or the supply is irregular or there are
production difficulties. But companies like to maintain a smooth flow of goods. So storage
and warehousing of goods are necessary.

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

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.

Scope of study
The scope of the study is to study the consumer buying behavior of the respondents in
mumbai and attain the awareness level of the consumer. The scope is that the services of the
dealer, advertising media as well as celebrity has made an effect on the consumer or not and
how much.

This study also allows knowing the future prospects of the company and where it is at present
in the market.

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.

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.
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.
 CHAPTER-2
REVIEW OF LITERATURE
 CHAPTER-2
REVIEW OF LITERATURE

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.
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 thedissatisfaction.

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 aremultiple brands that are
able to deliver the same quality at a lower price 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 satisfactionas 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.
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 servicesto be marketed profitably3&4. Numerous studies
in the past have provided considerable evidence that gender relates to consumers’
perceptions, attitudes, preferences and purchase decisions.
Defined by Philip Kotler on his book “The Principle of Marketing”, selling is one of the
oldest professions in the world. The people who do the selling are goes by many names such
as salespeople, sales representative, account executive, sales consultant, sales engineers,
agents, district managers, and account development reps. However, according to(Pederson,
Wright, & Weitz, 1988), “Our definition of selling that influence and persuasion are only a
part of selling. Selling is also involves helping customer identify the problems, supplying
information on potential solutions, and proving after-the-sales-service to ensure long term
satisfaction.”

(Jobber & Lancaster, 2009) Selling is the simplest way to think of nature function to make a
sale. Selling is often very complex process to make a sale, involving the use of a whole set of
principle, technique and substantial personal skill, and covering a wide range of different
types of selling task. Selling is a conceptual approaches to the simplict “how it is done”
approach which has mean to understand the way to finish the selling activity by making a
deal as a success of selling process. Some companies spend large sums of money to train
their salesperson in order to master the art of selling, that’s why selling become the most
important link within the company and customer.

Selling is the activity that performs by a company or organization with using a work force
which is called a sales people, salesforce, or salesperson to do both selling function and
organizational fuction(Marshall & Johnston, Relationship Selling and Sales Management,
2005).

In (Marshall & Johnston, Relationship Selling and Sales Management, 2005) introduce about
the role of selling inside marketing. Companies practicing the marketing concept to the
customers for gathering the information in making strategic decision about what prodcuts to
market, where to marketing them and how to get them to the market, at what price, and in
how to communicate with customers. Sales do selling activity not only for make a sale but
also for gathering some of information that can be use in marketing concept. Furthermore,
The 4P’s Marketing concept (product, place, price, promotion) are aslo known as marketing
mix, become a marketer tools kit that help to develop marketing strategy which contribute in
sales activity. Promotionan Mix or Merketing promotional mix (advertising, sales promotion,
public relation and publicity, and direct marketing) is also use by salesperson in selling
practice to ensure the practice of integrated marketing communication (IMC) within a frim’s
and customer are work effectively. Those the fact or sales and marketing are a combination to
create the best selling practice.

According to (Walker, Boyd, John, & Larreche, 2003) there are competitive factors that
affecting a market in term of selling. Market- oriented perspective that contain by customer-
orientation and sales- orientation which perform in selling activity is the combination of
marketing principle and selling principle that appear from selling practice in the real world.

Walker, Boyd, John, & Larreche, 2003)Sales-Oriented is focuses on selling what the firms
want to make rather than customer needs. At this orientation, the marketing is focused on
selling effort rather than more concerning on customer important need. This orientation are
concentrate on sales volume levels that will greater the market share, steal share from
competitors, and seek for new market segment. The other book of (Perreault & McCarthy,
1999) said that a Sales-Oriented seeking for some level of unit sales, dollar sales, or share of
markets without referring to a profit. In this oriented, the marketers are more concerned about
sales growth because they think that the sales growth always leads to more profit. Thus,
increase the probability of purchase is more important for the business.
 CHAPTER-3
INDUSTRY AND COMPANY
PROFILE
 CHAPTER-3
INDUSTRY AND COMPANY PROFILE
Industry profile

The Indian textile and apparel industry is the largest foreign exchange earnerfor 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’ 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.

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.

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 asubsidiary 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 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 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.
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 whoknows 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.
 SWOT ANALYSIS STRENGTHS

1. One of the most established company in automobile sector

2. Wide & extensive distribution and service network

3. Good market penetration in the taxi & rental segment

4. Expert service professionals available

5. Many associations like Jaguar Land Rover, Hispanso, Macropoloetc which increases
international presence

6. Dedicated engineering and R&D department

7. More than 60,000 employees

8. Highly diversified product portfolio

WEAKNESS

1. Limited international presence

2. Sometimes faces alleged quality and durability issues

3. Not much customer engagement programs and activities

OPPORTUNITIES

1. Expanding automobile market and available space for competitors

2. Increasing per capita income and purchasing capability of potential customer base

3. Leveraging customer engagement experience to acquire new customers

4. Leveraging mergers and acquisitions to acquire newer technology

5. Augmenting the distribution and service network in various countries.

THREATS:

1. Increasing fuel costs

2. Competition from other big automobile giants

3. Competitive products offering same level features at a lesser price

4. Product innovations and frugal engineering by competitors

 CHAPTER-4

RESEARCH METHODOLOGY
 CHAPTER-4

RESEARCH METHODOLOGY

Someone has rightly said that practical knowledge is far better than classroom teaching.
During this project I fully realized this and I came to know about how a consumer chooses
among a varied range of products available to him.

The subject of my study is market survey of consumer buying behavior in clothes taking
Allen Solly for comparison, which has slowly but steadily evolved, from a beginner to a
corporate giant earning laurels and kudos throughout.

The report contains first of all brief introduction about the company. Finally there comes data
presentation and analysis in the end of my report. I also put forward some of my suggestion
hoping that they help Allen Solly Company move a step forward to being the very best.

Nature of study
The nature of study states as descriptive cum analytical.

Nature of data
The study is based on primary and secondary data.

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.

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

Nature of population
Allen Solly products users in Padmashree Dr. D.Y. Patil Vidyapeeth,Navi Mumbai.

Sample unit
Sample unit is Allen Solly products users in Padmashree Dr. D.Y. Patil Vidyapeeth,Navi
Mumbai.
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.

Size of sample
Sample size is 50

Tools of analysis
Percentage analysis is used as the tools for study

Research And Data Types

The purpose of methodology section in the report making is to describe the research process
that is followed while doing the main part. The research design plays a pivotal role in the
quality and content of the data in making of any project report. The type of research design
chosen is seen to have a bearing on all the aspects of report writing.

Research Design: Descriptive Research design

The research design undertaken for the study was Descriptive one. The reason for using a
descriptive research method was to obtain qualitative data and also since the nature of study
is as such that it required the exploration of various aspects within and outside the company.

In order to carry out a well researched analysis efforts were taken to collect enough
information from the respondents. For this purpose various primary and secondary sources
were used. This would however include the research design, the sampling procedure, and the
data collection method. This section is perhaps difficult to write as it would also involve
some technical terms and may be much of the audience will not be able to understand the
terminology used. The methodology followed by the researcher, during the preparation of the
report was:

Source of Data Collection

 SECONDRY DATA

 PRIMARY DATA
SECONDRY DATA - When an investigator uses the data that has been already collected by
others is called secondary data. The secondary data could be collected from Journals,
Reports, and various publications. The advantages of the secondary data can be –It is
economical, both in terms of money and time spent .The researcher of the report also did the
same and collected secondary data from various internet sites like Google.com, altavista.com
and many more. The researcher of the report also visited various libraries for collection of the
introduction part.

PRIMARY DATA - Primary data is that kind of data that is collected by the investigator
himself for the purpose of the specific study. The data such collected is original in character.
The advantage of this method of collection is the authentic. A Set Of Questions Were Put
Together In The Form Of Questionnaire With 13 Questions. The method of sampling was the
Random.

Instruments For Data Collection

The instruments used for collection of data were mainly questionnaires, internet surveys and
personal visits to the respondents.

Tools Used for Analysis

 Bar Diagram

 Pie Diagram

 Tables
 CHAPTER-5
DATA ANALYSIS AND
INTERPRETATION
 CHAPTER-5
DATA ANALYSIS AND INTERPRETATION

Table 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 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)

 Table 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 2 showing age-wise classification of the respondents

(Source: Primary data)

Table 3 showing family income level-wise classification of therespondents

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 familyincome above Rs.60000.

Figure 3 showing family income level-wise classification of therespondents

(Source: Primary data)

Table 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% ofthe
respondents are not an earning member.

Figure 4 showing respondent is an earning member

(Source: Primary data)

Table 5 showing the respondent is using the brand AllenSolly 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 thebrand Allen
Solly apparel

Figure 5 showing the respondent is using the brand AllenSolly apparel

(Source: Primary data)

Table 6 showing the respondent's family/friends using AllenSolly 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 6 showing the respondent's family/friends using AllenSolly apparel

(Source: Primary data)

Table 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 7 showing how long is the respondent using Allen Solly

(Source: Primary data)

Table 8 showing how many pairs of Allen Solly apparel do therespondent 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 8 showing how many pairs of Allen Solly apparel do the respondent has

(Source: Primary data)

Table 9 Showing which model of Allen Solly apparel do therespondent 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 9 Showing which model of Allen Solly apparel do the respondent own

(Source: Primary data)

Table 10 showing how the respondents came to know about AllenSolly 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 10 showing how the respondents came to know about Allen Solly apparel

(Source: Primary data)

Table 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 11 showing the respondents get status in the society byusing Allen Solly apparel

(Source: Primary data)

Table 12 showing the awareness of respondents about the onlinewebsite 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 12 showing the awareness of respondents about the online website of Allen Solly

(Source: Primary data)

Table 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 navigationthrough the
website is easy and the rest 20% say it is not easy to navigate.

Figure 13 showing navigation through a website easy or not.

(Source: Primary data)

Table 14 showing the respondent satisfied with theinformation 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 14 showing the respondent satisfied with theinformation provided on the

website.

(Source: Primary data)

Table 15 showing for what purpose the respondent using thewebsite

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 15 showing for what purpose the respondent using thewebsite

(Source: Primary data)

Table 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 16 showing mode of purchase of respondents

(Source: Primary data)

Table 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 17 showing reasonable price of Allen Solly apparel

(Source: Primary data)

Table 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 and18% are
opposing it. This proves that the product is worth buying.

Figure 18 showing Allen Solly apparel is worth buying

(Source: Primary data)

Table 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 19 showing factors which influenced respondents to purchase Allen Solly

apparel

(Source: Primary data)

Table 20 number of respondents who have a contact with customerservice

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 forhelp and 36%
of the respondents had not contacted the customer service desk.

Figure 20 number of respondents who have a contact with customerservice

(Source: Primary data)

Table 21 showing the ranks given to various factors based on theirinfluence

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 21 showing the ranks given to various factors based on their influence

(Source: Primary data)

Table 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 22 showing closest competitor of Allen Solly apparel

(Source: Primary data)

Table 23 showing the number of respondents who use competitorsof 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 23 showing the number of respondents who use competitors of Allen Solly
products

(Source: Primary data)

Table 24 showing satisfaction of the respondent

Options Highly Satisfied Neutral Dissatisfied Highly

satisfied dissatisfied

Information 8 2 6 0 0
provided

Productquality 19 4 1 0 0

Reasonable 5 1 0 0 0
price

Productworth 4 0 0 0 0
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 24 showing satisfaction of the respondent

(Source: Primary data)

71
 CHAPTER-5
FINDINGS, SUGGESTIONS AND
CONCULSION

72
 CHAPTER-5
FINDINGS, SUGGESTIONS AND
CONCULSION
Introduction
This chapter deals with the findings suggestions and conclusions collected from the data
collected through questionnaire.

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.
 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.

73
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

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 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.

74
 BIBLIOGRAPHY
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

75
 QUESTIONNAIRE
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

76
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

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

Family Friends

Printed advertisements Visual advertisements

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

Family Friends

Printed advertisements Visual advertisements

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

Yes No Maybe

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

Yes No

77
15) Is navigation through the website is easy?

Yes No

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

Yes No

17) For what purpose do you use the website?

To know about the brand Allen Solly To

know aboutnew offers

To know about new models To

know aboutproducts

To order products Others

18) From where did you purchase Allen Solly apparel?

Online Allen Solly apparel outlets

19) Is the price reasonable?

Yes No

20) Is the product worth buying?

Yes No

21) Have you ever contacted the customer service desk?

Yes No

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

Price Quality

Comfort Design

Brand image

78
23) Who do you think is the closest competitor of Allen Solly?

Basics Peter England

Levi’s Louis Philippe

Others

24) Have you used the products of competitors?

Yes No

25) Mark your satisfaction?

(Tick only one option)

Options Highly Satisfied Neutral Dissatisfied Highly

satisfied dissatisfied

Information
provided
Product quality
Reasonable price
Product worth
buying

79