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To Study the Factors Affecting Consumer Satisfaction Towards Raymond

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Chapter 17

To Study the Factors Affecting Consumer Satisfaction Towards

Raymond

_____________________________________________________________

Dr. Maulik Shah

Assistant Professor,

FOM – GLS University

Ahmedabad, Gujarat, India

Mr. Nihir Shah

Student,

FOM – GLS University

Ahmedabad, Gujarat, India

Abstract

India's textile industry, renowned for its historical significance and economic contribution,
holds a prominent position globally. Despite challenges such as the COVID-19 pandemic,
the sector continues to thrive, contributing significantly to India's GDP and employment.
This paper aims to explore consumer satisfaction towards Raymond clothing brands, a key
player in the Indian apparel market. The research employs a descriptive research design
and quantitative approach, utilizing primary data collected through Google Forms and
secondary data from previous studies. A sample size of 200 respondents from Gujarat was
selected to represent the customer base adequately. Key findings indicate that most
respondents prefer Raymond as their top-of-mind brand choice and are loyal customers for
one to three years. While most prefer ready-made clothes, satisfaction levels vary across
different aspects, with customer service and product quality garnering high ratings.

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Factors such as product quality, design, pricing, brand reputation, availability,
customization, and social responsibility collectively shape customer satisfaction towards
Raymond. By prioritizing these elements, Raymond can strengthen its market position, foster
customer loyalty, and attract new patrons. In conclusion, this research paper provides
valuable insights into consumer behaviour and market dynamics in the Indian apparel
industry. By understanding and addressing the factors driving consumer preferences,
Raymond can further enhance its market position and sustain long-term growth in a
competitive market landscape.

Keywords: Consumer Satisfaction, Textile, Pricing, Clothing, Fashion

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INTRODUCTION

India's textile industry stands as one of the world's largest and oldest, boasting a rich history that
has significantly contributed to the nation's economic growth. Employing millions across various
sectors such as spinning, weaving, processing, and garment manufacturing, the industry
encompasses a wide range of traditional and modern textiles, including cotton, silk, jute, wool,
and synthetic fibres. Concentrated primarily in major cities like Mumbai, Ahmedabad, Surat,
Coimbatore, and Tirupur, India's textile sector produces fibres, yarns, fabrics, and finished goods
for diverse markets, including apparel and technical and industrial textiles. With its roots tracing
back to ancient civilizations, the industry witnessed remarkable technological advancements
during the Industrial Revolution, with innovations like the spinning jenny and power loom
revolutionizing production methods. Today, as the world's second-largest producer of textiles
and clothing, India plays a pivotal role in contributing to the GDP, industrial output, and foreign
exchange earnings of the nation. Directly employing over a million individuals, it stands as the
second-largest employer in India, following the agricultural sector.

The global textile market is projected to grow steadily with a compound annual growth rate
(CAGR) of 4.3% from 2021 to 2028, reaching $1.23 trillion by 2028. Similarly, the clothing
market is forecasted to experience growth during the same period, with a compound annual
growth rate (CAGR) of 8%, reaching $2.25 trillion by 2025. Despite disruptions and decreased
demand caused by the COVID-19 pandemic, the industry is poised for recovery alongside the
global economy. Leading the market is the Asia-Pacific region, holding over 60% of the
worldwide textile market share. There is a noticeable shift in consumer preferences towards eco-
friendly and sustainable fabrics, driving innovation within the industry. Moreover, the textile
sector is experiencing transformation due to digital technologies such as 3D printing and digital
printing, which enhance production efficiency, reduce waste, and facilitate mass customization.
Consumer satisfaction plays a pivotal role in the success of any brand in today's competitive
market. Understanding the factors that influence consumer satisfaction is crucial for companies
aiming to maintain and enhance their market position. In the context of the apparel industry,
consumer satisfaction towards clothing brands is influenced by various factors, including product
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quality, brand reputation, pricing, and customer service. This research paper aims to explore the
factors affecting consumer satisfaction specifically towards Raymond clothing brands. Raymond,
a renowned name in the Indian apparel industry, has built a strong reputation over the years.
However, in an ever-evolving market landscape, it is essential for Raymond to continuously
assess and understand the dynamics that shape consumer satisfaction. By identifying these
factors, Raymond can strategize and tailor its offerings to meet the evolving needs and
preferences of its target audience, thereby fostering long-term brand loyalty and sustainable
growth. Through a comprehensive analysis of relevant literature and empirical research, this
paper seeks to provide insights into the intricate relationship between consumer satisfaction and
Raymond clothing brands, offering valuable implications for practitioners and researchers alike.

LITERATURE REVIEW

Several notable studies shed light on various aspects of consumer behavior, market dynamics,
and industry challenges in the textile and apparel sectors. Kumar et al. (2018) conducted
consumer preference research focusing on branded clothing purchases in Coimbatore, examining
factors influencing consumer behavior. Similarly, Prakash et al. (2020) highlighted the
significance of the textile industry in India, emphasizing its role as the second-largest employer
and a significant contributor to the national economy. Meanwhile, Wagner (2020) discussed the
technological advancements in the textile and fashion industries and the growing emphasis on
sustainability and circular economy practices to mitigate environmental impact.

Furthermore, studies by Dalal and Vishram (2019) and Prasanth (2018) explored brand
perception and awareness among consumers, particularly regarding branded men's wear. These
studies underscored the importance of brand recognition, loyalty, and perception in influencing
consumer choices. Additionally, research by Lakshminarayana and Sreenivas (2017) in
Bangalore revealed insights into consumer behavior patterns and preferences, emphasizing the
need for effective marketing strategies to attract and retain customers in the branded clothing
market.

Moreover, scholars such as Mumtaz (2019) and Janeja et al. (2019) delved into the impact of
socio-economic factors on buying behavior and retailer brand awareness, respectively. They
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highlighted the significance of factors such as income levels, store facilities, and consumer
attributes in shaping purchasing decisions. Similarly, studies by Eze and Bello (2016) and Jha
and Mandal (2021) emphasized the importance of understanding consumer behavior and
leveraging customer satisfaction and loyalty to drive business growth. Additionally, research by
Stathopoulou and Balabanis (2016) underscored the role of symbolic and hedonic benefits in
enhancing customer satisfaction and loyalty in fashion retailing.

OBJECTIVES OF THE STUDY

1) To study customer satisfaction towards Raymond clothing.

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

RESEARCH DESIGN

The research will employ a Descriptive Research Design and Quantitative Research Approach,
allowing for comprehensive coverage of all necessary aspects. Data will be sourced from both
primary and secondary sources. Primary data collection will utilize Google Forms, while
secondary data will be gathered from previous research conducted in India on the same topic.

Sampling Design:

Given the impracticality of surveying the entire population, a sample size of 200 was determined
to represent the customer base adequately. The research focuses on individuals residing in
Gujarat who are customers of Raymond clothing.

Sampling Techniques:

A structured questionnaire was devised for the sampling process to ensure scientific selection of
respondents.

Data Collection:

Primary data was collected via the questionnaire method, distributed through email and social
media platforms. Secondary data was obtained from various sources such as the internet,
company websites, research papers, and journals.

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LIMITATION OF THE STUDY

The analysis is based on the survey of respondents which is very less than its target population.
So, it can't give me accurate information. As far as the survey part is concerned, while collecting
primary data through questionnaire some respondents were not able to give the right answer to
some questions. While some have given irrelevant answers. Survey is based on Gujarat. So
different geographical areas were not covered in survey. The project was required complete
within a certain time period, and this was another constraint for study.

ANALYSIS & INTERPRETATION

Table 1: Demographics of the respondents:

Gender Age
Male 141 70.10% 18-28 Year 114 57.20%
Female 58 29.40% 29-38 Year 36 17.90%
Prefer not to say 1 0.50% 39-48 Year 35 17.40%
49-58 Year 11 5.50%
More than 58 4 2%

Income Qualification
Below 2,50,000 51 25.40% SSC 11 5.50%
2,50,000-5,00,000 65 32.30% Graduation 97 48.30%
5,00,000-10,00,000 50 24.90% Post-Graduation 51 25.40%
Above 10,00,000 34 17.40% HSC 37 18.40%
Doctorate 4 2%

Occupation
Business 62 31.30%
Student 60 29.90%
Service 47 23.40%

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 Professional 22 10.90%
Home-Maker 8 4%
Rate the factors which attracts you the most for the Raymond Brand?
Table No 2: Weighted Average Mean

Statements Mean Rank

I am satisfied with the price range of the 3.305 1

Raymond products

I am satisfied with the quality of the 3.03 9

Raymond products

I am satisfied with the offers given by 3.26 3

Raymond

Raymond has Unique designs of clothes 3.105 6

I am satisfied with the durability of 2.995 10

clothing of Raymond

I am satisfied with the staff behaviour of 3.08 7

the stores of Raymond

The store ambience is very nice 3.145 5

I am satisfied with the variety offered by 3.04 8

Raymond

I with the offers given by Raymond 3.175 4

I buy Raymond because the brands are 3.3 2

trending

From the above table we can see thqat the highest weightage is given to the price range offered
by the Raymond .

Table No. 3: Weighted Average Mean factors related to Raymond services.

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 Statements Mean Rank

Raymond provides exchange option after 3.82 6

purchase

All the issues are solved immediately 3.815 7

Products are never out of stock 3.84 5

Raymond usually accepts their mistakes 3.91 4

Raymond puts extra efforts to keep in 3.975 2

touch with consumers

I receive regular updates from the 3.95 3

Raymond brand

I am satisfied with customer relationship 4.035 1

of Raymond

From the above table we can see that people with mean of 4.035 are highly satisfied with the
customer relationship maintained by the Raymond.

RESEARCH FINDING

Approximately 70% of respondents have Raymond as their top-of-mind brand choice when
shopping for clothes. The majority, around 33%, have been loyal Raymond customers for one to
three years. When it comes to frequency, 40% of respondents occasionally purchase Raymond
clothes, followed by 30% on a quarterly basis, and 11% are first-time customers. Preferences for
ready-made clothes are high at 49%, while 34% opt for ready-to-stitch options, and only 17%
prefer custom-made garments. Regarding satisfaction, around 31% are content with Raymond's
pricing, 43% with the product quality, and 31% with the offers. Furthermore, 37% appreciate
Raymond's unique designs, while 74% are satisfied with the clothes' durability. Customer service
also fares well, with 63% pleased with staff behavior and 61% satisfied with store ambiance.
Additionally, 69% of respondents are delighted with the variety of discounts offered by

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Raymond. In terms of shopping preferences, 63% prefer physical stores, while a significant
portion, 43%, utilize home delivery services. Interestingly, 83% of customers are inclined to
recommend Raymond to their family and friends.

CONCLUSION

Raymond's success lies in its commitment to high-quality products and positive brand reputation,
which have earned it a loyal customer base. Offering a wide range of designs and collections
further enhances its appeal, setting it apart from competitors. Factors such as product quality,
design, pricing, brand reputation, availability, customization, and social responsibility
collectively shape customer satisfaction towards Raymond. By prioritizing these elements,
Raymond can strengthen its market position, foster customer loyalty, and attract new patrons.

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