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“A STUDY ON CUSTOMER SATISFACTION

TOWARDS RAYMOND APPAREL”
Submitted by
DINESH GANESH SAINDANE
12115120
Under the supervision of
Dr. KRISHAN GOPAL
ABSTRACT

The study on Raymond's clothing focuses mostly on how satisfied respondents in Lovely Professional
University and Jalandhar city are with Raymond clothing. Quality, pricing, brand image, Word of Mouth,
variety, and comfort of the product all significantly contribute to increasing customer satisfaction, according
to this study's findings. Understanding the variables that determine consumer happiness is crucial if you want
to understand what causes consumers to be satisfied with a particular brand.

KEYWORDS

Customer satisfaction, factors, and Raymond’s clothing on keyboards.

INTRODUCTION

In marketing, the phrase "customer satisfaction" is commonly used. It evaluates whether a company's
goods and services match or exceed consumer expectations. The proportion of customers, or percentages of
all customers, reporting positive experiences with a business, its goods or services, or its ratings, is known as
customer satisfaction.

The degree to which a product or service satisfies a customer's expectations or demands is referred to
as consumer satisfaction. The consumer is deemed satisfied when they see that their demands have been
addressed and their expectations have been surpassed. Customer happiness is frequently used as a yardstick
for evaluating a business's performance and maybe a significant predictor of repeat business. Product quality,
pricing, features, design, and customer service are all elements that might affect how satisfied customers are
with a product. A variety of techniques, including surveys, interviews, focus groups, and observational
research, can be used to gauge customer happiness. To promote consumer happiness and loyalty, businesses

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may utilize this data to enhance their goods and services, create new marketing campaigns, and pinpoint
problem areas.

The goal of this study is to find out how satisfied customers are with Raymond Apparel, one of the
top apparel brands in India. It is critical for businesses to comprehend the demands and wishes of their clients
in order to succeed as the fashion industry develops and becomes more competitive. This research intends to
obtain insightful data on customers' interactions with Raymond Apparel, including their opinions of the brand,
the caliber of the products, the cost, the level of customer service, and their overall happiness. The results of
this survey will be utilized to pinpoint areas that need improvement and to guide initiatives for raising client
happiness and brand loyalty. Customers of Raymond will be surveyed, interviewed, and observed as part of
the study in order to gather data.

Customer satisfaction is a term frequently used in marketing. It is a measure of how products and
services by a company meet or surpass customer expectations. Customer satisfaction is defined as the number
of customers, or percentages of total customers, whose reported experience with a firm, its products, or its
services or its ratings exceeds specified satisfaction goals. The goal of every company should be to make its
customers satisfied. Satisfied customers will come again and might stay as customers for a longer period. It
is important for the company to care for 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 customer’s overall impression about the supplier and the
products and services delivered by the supplier. The factors affecting customer satisfaction include
department-wise capability suppliers, technological aspects, and various other factors. The factors could be
widely classified under two categories i.e., supplier's behaviour and performance of products 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 showing skill and training the internal and human
resources of the supplier. The second category is regarding all the products and services. This depends on the
capability of the 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 important to factor
that enables compatible and hassle-free functions and operations. This bear lower maintenance and higher life
of the product, which is highly admired by the customers. Steps to increase customer satisfaction includes
justifying the sale with social proof, surprising customers with a bonus and offering free product training and
support.

In order to conduct research on customer satisfaction with Raymond Apparel, feedback from
consumers who have purchased apparel or other items from the business must be gathered. This could entail
asking people questions in interviews or surveys or seeing how people engage with a brand. Several facets of
the consumer experience, including product quality, pricing, customer service, and general brand satisfaction,

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would likely be the subject of the study. The study's objective is to pinpoint the company's strong points and
areas for development in order to boost client loyalty and satisfaction.

History of Raymond in India

The most integrated producer of worsted fabric in the world, Raymond Limited is a well-known Indian
lifestyle, textile, and branded clothes company with investments in engineering (files, power tools, and auto-
components), FMCG, and real estate. As the Raymond Woolen Mill, it was established in the Thane Creek
area in 1925. The company's corporate headquarters are in Mumbai.

The three primary business divisions of the company are textiles, engineering, and aviation. The company's
textile division has over 400 distinct retail stores and over 4,000 multi-brand outlets in the domestic market.
Through 30,000 stores, suits are available in more than 400 Indian towns. Additionally, an exclusive chain is
present in more than 150 Indian cities and other countries, with products shipped to more than 55 nations,
including the United States, Canada, Europe, Japan, and the Middle East.

In 1958, the first upscale Raymond Retail storefront, King's Corner, debuted in Bombay's Ballard
Estate. The business had established a new combing division in 1964. A era of vertical integration that
facilitated the processing of multiple fibres and technological advancements to create mixed fabrics came
next. In 1968, Raymond established a factory for ready-to-wear clothing in Thane. Since then, Raymond's
segment for ready-to-wear clothing has expanded quickly. To address the rising demand for worsted woollen
fabrics in 1979, a new production plant was built in Jalgaon. When Vijaypat Singhania assumed control of
the business in 1980, he gave Raymond new life and turned it into an advanced manufacturing conglomerate.
Men who prefer to dress well and stay up to date on styles and fashion can find a complete wardrobe solution
with Park Avenue, the company's premium lifestyle brand, which was introduced in 1986. The first Raymond
showroom was established in Oman during the 1990s, expanding the company's reach beyond local
operations.

Another brand-new production facility was established in 1991 at Chhindwara, close to Nagpur. Since
1996, Raymond's denim has been available, along with the Renaissance Collection consisting of Merino wool
combined with polyester and specialty fibres (Super 100S to Super 1405). In India, the company started
offering air charter services in 1996. In 1999, Raymond introduced "Parx," a high-end casual clothing brand
that offered customers a variety of semi-formal and casual attire.

'Be,' an exclusive brand of ready-to-wear designer apparel for men and women, was introduced in
2000 after a year. In order to manufacture suits and formal pants primarily for export markets, Raymond
established "Silver Spark Apparel Ltd." in 2003. The same year, the business also acquired ColorPlus. Super
2205 textiles, sold as part of the Chairman's Collection, dominated the market in 2004. The company
established a cutting-edge denim wear facility called "Everblue Apparel Ltd." in 2005, close to Bangalore.
The same year, "Celebrations Apparel Ltd." was launched to produce formal shirts.

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With the development of the world's finest worsted-suiting textiles, the Super 230s, made of 11.8-
micron wool, Raymond accomplished a remarkable feat and a historic milestone. 2006 saw the construction
of Raymond's third-worst unit in Gujarat's Vapi and the opening of an Italian design studio with cutting-edge
design capabilities for both domestic and export brands. As part of the company's joint venture with Gruppo
Zambaiti, Raymond established the top-tier carded woollen plant, Raymond Fedora Ltd, in Jalgaon and
established a Greenfield shirting business at Kolhapur that produces high-value cotton shirting.

launched the Zapp kidswear brand, opening the first location in Ahmedabad. In order to open 60 GAS
exclusive brand locations during the 2006–2007 fiscal year, the business formed a joint venture with the Italian
clothing retailer Grotto (EBOs). Also in 2007, Raymond establishes a joint venture with Treves SA, worth
USD 1.3 billion French, to enter the automotive furnishings market. In Kochi's Eranakulam neighbourhood,
Raymond debuted the upscale Zapp flagship store in October 2007. In December 2007, the company decided
to introduce its 80-year-old brand Raymond into the branded ready-made clothing category. Less than two
years after it was established, the equal joint venture (JV) between Raymond and the Italian fashion house
Grotto discovered it was in jeopardy. It is known that Grotto will consider its options for leaving the JV in
August 2008. Raymond intends to expand its retail space from 433 to 950 locations, and it anticipates an
increase in revenue from the stores from the current Rs 7 billion to Rs 11 billion to Rs 12 billion in 2009–
2010. Small towns will be home to most of these establishments.

The business finished the restructuring process there during the 2014 fiscal year by transferring the
Bangalore suit manufacturing factory as a continuing concern on a slump sale basis to its fully owned
subsidiary, Silver Spark Apparels Limited, with effect from 1 October 2013. This restructuring effort resulted
in the consolidation of the suit manufacturing business into Silver Spark Apparels Limited. In light of this
endeavour, the Company's standalone performance for FY 2014 is absolutely incomparable to that of FY
2013.

Scope of study

The scope of this study is to examine customer satisfaction “with reference to Raymond apparel” and
find possible remedies to counteract their competition. The study involves surveying customers about their
experiences with the brand, analysing customer feedback and reviews, and studying sales data to gain insight
into customer preferences and satisfaction levels. Also, data will give insight into customer preferences and
perceptions of the brand, as well as analyse sales data to determine the effectiveness of current marketing and
sales strategies. The goal of the research is likely to identify areas where Raymond can improve its products
or services to better meet the needs of its customers.

The study will also involve surveying customers to gather information on their satisfaction levels with
the products and services offered by Raymond and to identify areas where the company can improve. The
goal of the research is to provide valuable insights into Raymond’s brand, which will help to improve the
overall customer experience and increase brand loyalty.

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The data collected will be analysed using questionnaire methods. However, it is important to note that
the study has some limitations, as it is only focused on current customers of Raymond Apparel and may not
be generalizable to individuals who have never purchased from the brand.

Statement of problem

Consumer markets nowadays are too competitive to increase profit and increase market share.
Companies make a variety of attempts to achieve their goals. Most businesses strive to turn potential clients
into loyal patrons. These surveys were carried out to determine consumer satisfaction with Raymond apparel
in order to deliver the most benefits and convenience to the customers while making excellent use of resources.

LITERATURE REVIEW

The phrase "consumer behaviour" refers to both the behaviour of the individual customer and the
behaviour of the business (Eze & Bello, 2016). Also, the study says that Understanding customer behaviour
is critical in designing and programming the marketing system; this assures that the company will continue to
thrive if it can provide consumer demands and wants with a thorough understanding of them.

The study of (Lalitha et al., 2008) focuses on specific customers' brand preferences for shirts and pants.
The objectives of their study were to determine why customers choose branded shirts and pants over
unbranded ones, to determine the influence of branded clothing commercials on respondents' purchase
behaviour, and to identify the characteristics influencing customers when picking branded shirts or pants. It
is discovered that responders purchasing branded shirts and pants and splurging on branded apparel are
influenced by educational qualifications, employment position, age group, store convenience, and marketing.
According to the study, marketing has a limited impact on choosing a brand from the readymade gown market.
Customers purchase branded ready-to-wear for the quality and status indicators.

Customer satisfaction is a reaction (cognitive or affective) that happens at a certain time and is related
to a specific topic (i.e. a purchasing experience and/or the connected product) (i.e. post-purchase, post-
consumption) (Carpenter et al., 1980). a rise in consumer satisfaction and repeat purchase rates, and the
development of loyalty are thought to effectively impact the effectiveness of leading to a competitive
advantage for businesses (Curtis et al., 2011). The study of (Jha & Mandal, 2021) listed some advantages of
customer satisfaction i.e., Customers that are extremely content (delighted) and devoted to the business reap
the benefits of positive word-of-mouth marketing by essentially acting as walking, talking billboards for the
company. The expense of advertising to draw in new clients will be reduced if there are lots of satisfied
customers distributing good word-of-mouth advertising. This benefit is especially significant for businesses
that provide professional services, like law firms and accounting companies, where word-of-mouth and
reputation are vital sources of information for potential clients.

The research of (Narang, 2006) "A Study on Branded Men's Clothing" was conducted in the city of
Lucknow with the goal of exploring the purchasing behaviour of customers of branded men's wear. The goals
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of this research are to investigate the purchasing habits of purchasers of branded men's apparel, to investigate
the influence of advertising on buyer purchase decisions, and to investigate the impact of promotional
activities on consumer purchasing habits. The research was exploratory in nature, with the goal of developing
a notion regarding the purchasing behaviour of consumers of branded men's apparel, as well as the influence
of advertising on their purchase choice. According to the findings of this survey, most customers visit branded
clothing showrooms with the intent of purchasing.

The study of (Pathak, S. V., & Tripathi, 2009) an exploratory investigation undertaken in Delhi and
the National Capital Region. It more specifically focuses on customer purchasing behaviour in the Indian
context among modern retail forms. The study's objectives are to identify the elements that influence buyer
decisions among modern retail formats and to assess the comparative strength of these factors in consumer
purchasing decisions. Based on primary and secondary research, the authors conclude that retailers frequently
neglect the schemes and services expected by customers and attempt to force their own offerings on them,
resulting in discontent. Another study of (Stathopoulou & Balabanis, 2016) reveals that symbolic benefits are
more crucial for consumers' pleasure with the Loyalty Program at high-end fashion stores, whereas utilitarian
benefits boost that satisfaction in that store. Hedonic advantages raise customers' pleasure with the Loyalty
Program in both types of stores, but only in low-end fashion retailing.

The model of (Islam et al., 2012) demonstrated that customer happiness and customer loyalty were
connected to service quality, and that consumer satisfaction was related to customer loyalty. In addition, four
dimensions (retailers’ image, price, quality, and brand image) and three dimensions (emotional, social, and
revisit intention) were used in this model to perceive customer satisfaction and customer loyalty, respectively.
These eight dimensions were policy, physical appearance, personal interaction, convenience, product,
promise, store size, and problem.

OBJECTIVES OF THE STUDY

1. To understand customer satisfaction with Raymond clothing.

2. To understand the factors that influence the purchase of Raymond clothing.

RESEARCH METHODOLOGY

The systematic approach to solving a research topic through the collection of data using various approaches,
the provision of an interpretation of the data collected, and the drawing of inferences from the study data is
known as methodology in research (Imed Bouchrika, 2022).

Nature of data

The study is based on the two types of data

 Primary data: Primary research entails collecting previously uncollected data. It can be gathered
through several means, such as interviews, surveys, observations, or self-conducted fieldwork.

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 Secondary data: Secondary research is based on information that has previously been published and
data acquired from earlier investigations. Prior to conducting primary research, academics frequently
conduct secondary research to ascertain what data is not already available.

The present study employs descriptive cum analytical. Data Collection is done through primary resources that
is through self-administered questionnaire

Sample size: 100

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

Raymond products users in Mittal School of Business Phagwara

Sample unit

Sample unit is Raymond products users in Mittal School of Business Phagwara

Limitations of study

 One of the important of this study is based only on lovely professional University College the result may
not be taken as a universal suggestion.

 The customer’s 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
Raymond apparel.

HYPOTHESIS

Following are the null hypothesis of the study:

H1: There is significant difference between customer satisfaction of Raymond.

H2: Brand image significantly affects the purchase decision.

H3: Word of mouth significantly affects the purchase decision.

H4: Price significantly affects the purchase decision.

H5: Status significantly affects the purchase decision.

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RESULTS AND ANALYSIS

H1: There is significant difference between customer satisfation of Raymond.

Figure 1

Figure 1 show the result for H1 that is there is significant difference between customer satisfaction of
Raymond. The results shows that the calculated F value 0.625 and the table value is 0.773. Hence the
calculated value is less than the table value thus the null hypothesis is accepted and we conclude that there is
no significant difference between customer satisfaction of Raymond. The independent variables for the above
test were product range, quality, price and packaging and the dependent variable is customer satisfaction.

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H2: Brand image significantly affects the purchase decision.

Figure 2

Figure 2 show the result for H2 that is brand image significantly affects the purchase decision. The results
shows that the calculated F value 16.619 and the table value is 0.00. Hence the calculated value is more than
the table value thus the null hypothesis is rejected and we conclude that brand image significantly affects the
purchase decision. The independent variable for the above test is brand image and the dependent variable is
purchasing decision. The result depicts that brand image is one of the factors which influence the customer
purchase decision for Raymond clothing.

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H3: Word of mouth significantly affects the purchase decision.

Figure 3

Figure 3 show the result for H3 that is Word of mouth significantly affects the purchase decision. The results
shows that the calculated F value 10.792 and the table value is 0.00. Hence the calculated value is more than
the table value thus the null hypothesis is rejected and we conclude that brand image significantly affects the
purchase decision. The independent variable for the above test is word of mouth and the dependent variable
is purchasing decision. The result depicts that brand image is one of the factors which influence the customer
purchase decision for Raymond clothing.

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H4: Price significantly affects the purchase decision.

Figure 4

Figure 4 show the result for H4 that is price significantly affects the purchase decision. The results shows that
the calculated F value 28.144 and the table value is 0.00. Hence the calculated value is more than the table
value thus the null hypothesis is rejected and we conclude that price significantly affects the purchase decision.
The independent variable for the above test is price significantly affects the purchase decision. The result
depicts that price is one of the factors which influence the customer purchase decision for Raymond clothing.

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H5: Status significantly affects the purchase decision.

Figure 5

Figure 5 show the result for H6 that is status significantly affects the purchase decision. The results shows
that the calculated F value 118.377 and the table value is 0.00. Hence the calculated value is more than the
table value thus the null hypothesis is rejected and we conclude that status significantly affects the purchase
decision. The independent variable for the above test is status significantly affects the purchase decision. The
result depicts that status is one of the factors which influence the customer purchase decision for Raymond
clothing.

FINDINGS

Based on a recent study on customer satisfaction with Raymond clothing, it was found that customers
overall were satisfied with the company's products and services. The findings reveals that mostly male
customer is preferring to buy Raymond clothing.

The study summarises the data of 100 respondents, majority of the customer belong to the age group of 20-
30 years with 73% population of male respondents. The proportion of occupation of the respondents are 50%
are private employees, 27% is students, 15% are businessman and rest are government employees. 36% of
the respondents are having monthly income in the range of 10-30k, 32% are having less than 10k per month.

Most of the customers are satisfied with the Raymond clothing. The indicators of customers satisfaction for
Raymond clothing are product range, price, quality, and packaging. Thus, this satisfies our objective 1. “To
understand customer satisfaction with Raymond clothing.” The study also reveals that brand image, price,
quality, word of mouth and status are the factors which consumers consider before making purchase decision
from Raymond clothing. Thus, this satisfies our objective 2 “To understand the factors that influence the
purchase of Raymond clothing”.

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RECOMMENDATION AND CONCLUSION

Based on the study following recommendation are made:

Encourage clients to offer feedback and take the time to listen to their suggestions and worries. This can
demonstrate clients that their feedback is valued and assist identify areas where changes can be made. Offer
better quality goods and services, constantly work to raise the standard of goods and services provided to
customers. This ensures that customers get value for their money and stick with the brand. Personalize the
consumer experience by keeping track of their preferences and making recommendations that are specifically
tailored to them. This promotes customer loyalty and shows how much the business values its clients.
Monitoring and measuring client satisfaction on a regular basis will help see where you are making progress
and where you still have room to grow.

The study is an attempt to focus attention of the customer satisfaction towards Raymond clothes in. Most of
the people like and satisfied Raymond clothes due to its quality and material texture. In the present study, it
is found that the cost of the Raymond clothes is high and people though like the quality of clothes without
hesitating to buy only for this reason. The study concluded that by improving more designs and variety of
collection will induce the people to choose this brand and it will help them to defeat the competitors.

Most of the people like and prefer Raymond’s suiting due to its quality and its good brand image. People use
Raymond’s product because it has certain image in the minds of people and they think that by wearing
Raymond’s product their standard of living will enhanced. By this report it can be said that most of the
respondents comes to know about the Raymond’s product by television advertisement and the customers of
Raymond’s remain faithful to the company because the products of it provide high quality.

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