BIJUPATNAIK INSTITUTE OF INFORMATION TECHNOLOGY &

MANAGEMENT STUDIES(BIITM), BHUBANESWAR

PlotNo.F/4,Chandaka Industrial Estate,Infocity,Patia,Bhubaneswar-24

SUMMER INTERNSHIP PROJECT

2023

REPORT TITLE
A Study on Customer Satisfaction and buying
behaviour of the customers at Max Fashion

SUBMITTED BY
Satya Prasad Sahoo
2-year MBABatch: 2022-24
University Regn. No : 2206258245

Faculty Guide Corporate Guide

Dr. Ankita Agarwal Ms. Biswamayee

Asst.Prof.(Marketing) Mohanty
BIITM, Bhubaneswar Store Manager,
Max Fashion, Cuttack
CERTIFICATE OF INTERNAL GUIDE

This is to certify that Mr. Satya Prasad Sahoo, bearing university registration no.
2206258245 of 2022-24 batch, has completed his summer internship at Max Fashion, from
01-09-2023 to 30-10-2023 under the supervision of Ms. Biswamayee Mohanty (corporate
guide) and has submitted this project report under my guidance in partial fulfilment of the
requirements for award of the degree of Master of Business Administration at Biju Patnaik
Institute of Information Technology and Management Studies, Bhubaneswar. To the best
of my knowledge and belief, this project report has been prepared by the student and has not
been submitted to any other institute or university for the award of any degree or diploma.

Date: Signature of the Internal Guide

Place: Bhubaneswar Name : Ankita Agarwal
Designation : Asst. Prof.(Marketing)

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CERTIFICATE FROM CORPORATE GUIDE

Dated: 4th November, 2023.

TO WHOM IT MAY CONCERN

This is to certify that Satya Prasad Sahoo of (BIITM) had undergone internship project on
“Store Operations” from 1st September to 30th October 2023.
During this period, we found him to be very sincere and hardworking. We wish him all the
very best and a very happy career ahead.
Thanking you,

Silva Sarkar
(Regional Manager-HR)

Lifestyle International Pvt. Ltd.

Max Retail Division,

P S Srijan
Corporate Park,
Tower -I, 19th fl-
loor, Block - GP,
Salt Lake City,
Sector- V, Kolkata-
700091, West
BengalPhone: +91
-33 4015 2600

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DECLARATION

I, Mr Satya Prasad Sahoo bearing university registration no 2206258245 (2022-24 batch),

hereby declare that the project report titled “A Study on Customer Satisfaction and buying
behaviour of the customers at Max Fashion” is based on my internship at Max Fashion,
Cuttack, during the period 01-09-2023 to 30-10-2023 and is an original work done by me
under the supervision of Ms. Biswamayee Mohanty (Corporate Guide) and Dr. Ankita
Agarwal (Internal Guide). This report is being submitted to Biju Patnaik Institute of
Information Technology and Management Studies, Bhubaneswar, affiliated to Biju
Patnaik University of Technology, Odisha, in partial fulfilment of the requirements for the
award of the degree of Master of Business Administration. This project report has not been
submitted to any other institute/university for the award of any degree or diploma.

Date:
Place: Bhubaneshwar Signature: Satya Prasad Sahoo

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EXECUTIVE SUMMARY

Aiming for the customer satisfaction is the most challenging task in every organization.
Through the satisfied customers, a firm an easily measure the effectiveness of the business,
its potential and position in the industries, and the areas that are needed to polish and
improve. Keeping the trust of a customer is not an overnight miracle but with full of patience
and bountiful of efforts. Businesses monitor customer satisfaction in order to determine how
to increase their customer base, customer loyalty, revenue, profits, market share and survival.
Although greater profit is the primary driver, exemplary businesses focus on the customer
and his/her experience with the organization. They work to make their customers happy and
see customer satisfaction as the key to survival and profit. Customer satisfaction in turn
hinges on the quality and effects of their experiences and the goods or services they receive.

Customer satisfaction is therefore a primary goal of process improvement programs. So how

satisfied are our customers? One of the best ways to find out is to ask them using Customer
Satisfaction Surveys. These surveys can provide management with the information they need
to determine their customer's level of satisfaction with their products and with the services
associated with those products. Employees and the management of the store can use the
survey information to identify opportunities for ongoing process improvements and to
monitor the impact of those improvements. This paper includes details on designing your
own customer satisfaction questionnaire, tracking survey results and example reports that turn
survey data into useful information.

A structured questionnaire was used to obtain required information and to assess the
customer satisfaction. Simple random sampling is opted for this study. A sample size of 50
respondents was taken from Cuttack. Data and every question in the questionnaire has been
critically analyzed and then given the managerial implication. This analyzed data was later
converted into diagrams for convenience. Along with this, learned the basic store operation of
Max Fashion, Cuttack. A better strategy to satisfy customer is only the way to gain customer
attention and to penetrate more in own catchment area.

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TABLE OF CONTENTS

Serial No. Particulars Page no.

Chapter-I Introduction 7 - 10

Scope 10

Objectives 10

Methodology 11

Limitations 11

Chapter-II Company Profile 13 - 23

Industry Analysis 24 - 29

Chapter-III Competitor Analysis 31 - 35

Chapter-IV Customer Analysis 37 - 40

Chapter-V Data Analysis 42 - 55

Findings 56

Actual Work Done 56 - 57

Chapter-VI Suggestions 59

Conclusion 59

Bibliography 60

Annexure 61 - 62

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Chapter-1

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INTRODUCTION
.
“It is no longer enough to satisfy customer. You must delight them.”- PHILIP KOTLER
Customer satisfaction is a good indicator of how effective a firm is at providing products and
services to customer and to meet or exceed client expectations. Existing consumers must be
retained while new clients are sought. Customer satisfaction is a key indication of purchase
intent and loyalty among consumers. In the recent era, especially after pandemic, Customer
Satisfaction has become a requisite. Customer Satisfaction is an element which is needed in
every business, which is associated with the customer, may it be health, hospitality, or even
retail. This pandemic when there has been a drastic change in the consumer buying behaviour
of the retail industry, Customer Satisfaction has been of high priority for the retail players.
There are many factors the influences the Customer Satisfaction. Both price and popularity
have important moderating effects on the relationship between satisfaction and customer
experience level. Players in the hospitality industry, strive to meet their customers' needs and,
as a result, retain them by seeking to understand the variables that might lead to a good brand
relationship and a loyal client base. Practitioners have spent the last decade focusing on
creating and keeping future ties with customers, with brand loyalty as their primary aim in
growing business and rising market rivalry.

Customer service is the provision of services to customers before, during and after a
purchase. According to Turban “Customer service is a series of activities designed to
enhance the level of customer satisfaction – that is, the feeling that a product or service
has met the customer expectation." Its importance varies by product, industry and
customer; defective or broken merchandise can be exchanged, often only with a receipt and
within a specified time frame. Max Fashion will often have a desk or counter devoted to
dealing with returns, exchanges and complaints, or will perform related functions at the point
of sale; the perceived success of such interactions being dependent on employees "who can
adjust themselves to the personality of the guest," Customer service plays an important
role in an organization's ability to generate income and revenue. From that perspective,
customer service should be included as part of an overall approach to systematic
improvement. A customer service experience can change the entire perception a customer has
of the organization. Customer support is a range of customer services to assist customers in
making cost effective and correct use of a product. It includes assistance in planning,
installation, training, trouble shooting, maintenance, upgrading, and disposal of a product.

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The field of my research is Customer Satisfaction which focuses on customer‘s perceptions.
Many firms are interested in understanding what their customers thought about their shopping
or purchase experience, because finding new customers is generally more costly and difficult
than servicing existing or repeat customers. Such researches provide a wider scope to the
firms in the terms of high customer satisfaction.

Customer Satisfaction Attributes

 QUALITY:
If you have a poor product or service, it affects the satisfaction level. There's a. No amount of
aggressive PR or marketing that can make a product or service sell. So, product should be up
to the mark.

 DIFFERENTIATION:
In Cuttack market, there's usually many players like big bazaar, pantaloons, Reliance Trends
etc. Customer service may not work when choosing the appropriate product or service, but
word of mouth certainly plays into customer satisfaction. If a product is the best in quality
and discounts, then it's necessary to separate it from the rest of the brands, through customer
service, marketing and product quality.

 ACCESS:
The era of digitalization has made finding products and services a snap. What Emailing and
finding products and services on the Internet has become such a trend, companies have
invested millions in making sure access is free and extremely easy.

 FACE VALUE:
When a product or service costs high, but is worth it, the value which becomes acceptable to
the consumer. When a consumer specifically buys trousers from Max Fashion or denim, the
positive features of the products outweighs the cost, creating a strong sense of good value.

 AMBIENCE:

When the customers shop at Max Fashion, the first impression that they look for is of a clean,
safe and well-organized environment. The store's ambience affects the purchasing behaviour
of the customers immensely.

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 FASTER SERVICES:

The services as in billing process, exchange process etc. should be faster so that the customer
won't be waiting in a queue for a long time. Max Fashion has come up with additional billing
and exchange counters so that they can attend more number of customers at a time.

Customer Segmentation of Max Fashion

1. Max Fashion also targets on the young population of the country as they will follow
fashion mostly and of Max Fashion promotes itself as the India’s largest fashion
destination.
2. Max Fashion target higher & upper middle class customers.
3. The large and growing young working population is a preferred customer segment.

Some methods that todays firm adopt to increase the customer satisfaction :
Customer-Centric Attitude
Operations should be customer-centric meaning that the customer's best interests should
always be foremost. Service should be offered in a helpful way and with a smile. Both
management and employees should show interest towards the customer and strive to give
them a good experience. Today's companies must strive even harder than abiding by this
golden rule of customer service.

Communication
Communication with customers is also important. It's a good idea to always provide
customers with ways they can contact you and offer ways to contact them (if they choose).
Offering e-mail, telephone line, web contact or other ways for customers to offer comments
and or complaints is of value.

Quality Control
Quality is important to customer satisfaction and the level of quality directly plays into a
business' ability to meet customer expectations. Quality should be monitored for both service
and the type of products offered; as a part of this guarantees and the willingness to stand
behind service and/or products is necessary.

Customer Relationship Management Software

Customer relationship management (CRM) software has become a strategy many companies
employ to help increase customer satisfaction. Through using CRM tools and accompanying

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philosophy, businesses can examine and analyze what customers want and strive to meet this
demand before they even walk in the door.

Ask for Feedback

Being interested in customer feedback is always a valuable practice to engage in to increase

customer satisfaction. What better strategy and technique to find out how to satisfy your
customers than to ask them? Surveys, questionnaires, talking to customers as they shop, and
then following up with calls or emails are all good ways to get feedback.

SCOPE OF THE STUDY

This project study is helpful in following aspects

1. The study intends to provide an integrated picture of the level of customer satisfaction
towards Max Fashion’s, in the Indian market

2. The study also enables a comparative of the customer satisfaction, that which helps every
company to keep the existing customer and to build new customers.

3. To know the competitive level in present market.

4. It helps to understand the company’s present situation.

OBJECTIVE OF THE STUDY

The important objectives of the topic "A Study on Customer Satisfaction and buying
behaviour of the customers at Max Fashion" are :

1. To study the satisfaction level of customers with regard to Max Fashion.

2. To find out the buying behaviour of the customers coming in to Max Fashion.

3. To analyse the factors that influences the customers while buying the product.

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RESEARCH METHODOLOGY

Title of the project:

A Study on Customer Satisfaction and buying behaviour of the customers at Max Fashion,
Bajrakabati Road, Cuttack.

Methodology adopted for study

 Observing the working of various departments

 Visiting and surfing websites of the company
 Discussion with executives, managers and employees
 Primary data and Secondary data

Sources of Data

Primary Source - The primary data was collected by means of a survey. Questionnaires
were prepared and customers of the Max Fashion at the store were approached to fill up the
questionnaires. The questionnaire contains 10 questions which reflect on the type. The
response of the customer is recorded on a grade scale of strongly disagree, disagree,
uncertain, agree and strongly agree for some questions. The filled up information was later
analyzed to obtain the required interpretation and the findings.

Secondary Source- In order to have a proper understanding of the customer service of max
Fashion a depth, a lot of data is also collected from the official websites of the Max Fashion
and the articles from various search engines like Google.

LIMITATIONS OF THE STUDY

 The study is restricted only to Max Fashion, Cuttack respondents. The view of their
other areas is not taken.
 Respondents concentrated where the customers of Max Fashion only
 Since the researcher selected 50 sample sizes it is not sufficient to cover opinion of
entire population.
 Time duration in conducting the research is very low.
 Respondents tried to escape some statements by simply answering “neither agree nor
disagree” to most of the statements. This was one of the most important limitation
faced, as it was difficult to analyse and come at a right conclusion.

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Chapter-2

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COMPANY PROFILE

Company Name Landmark Group

Founded 1973 in Dubai, UAE

Chairman and Founder Mickey Jagtiani

Chairwoman Renuka Jagtiani

Group Directors Aarti Jagtiani, Nisha Jagtiani, Rahul Jagtiani

Vision To be among the top 3 retail players in three

of thefastest growing retail markets in the
world.
Mission Always look ahead, build today to achieve
tommorow

Values L.E.A.D with integrity in everything.

L - Listen- listening to understand the
customers and the team.
E - Empower- empowering the teams to
succeed.
A - Adapt- constantly adapt to stay ahead.
D - Deliver- Always delivering the best.

Business Retail, Hospitality and healthcare

Products Apparel, Footwear, Consumer Electronics

Retails, Home Improvement, Furniture
Retail, Hotels, E- Commerce, Clinics, Malls
Net Income US $ 4.7 – Billion (approx 26,000 cr) in
India.

No. of Outlets 2,300

Presence in no. of countries 22

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Landmark Group :

Landmark Group is a multinational conglomerate based in Dubai, UAE headed by Micky

Jagtiani, who is the Founder & Chairman of the company. The group is involved in retailing
of apparel, footwear, consumer electronics, cosmetics & beauty products, home improvement
and baby products. The group also has interests in hospitality & leisure, healthcare and mall
management. The group has several in-house brands and also works with other brands, acting
as a retailer.

Founded in 1973 in Bahrain, the Landmark Group has successfully grown into one of the
largest and most successful retail organizations in the Middle East and India. An
international, diversified retail and hospitality conglomerate that encourages entrepreneurship
to consistently deliver exceptional value, the Group operates over 1200 outlets encompassing
over 18 million square feet across the GCC, India, Egypt, Turkey, Jordan, Lebanon, Yemen,
Sudan, Kenya and Pakistan.

Landmark Group has a strong workforce of 55,000 employees and provides a value driven
product range for the family through its retail concepts: Centrepoint, Babyshop, Splash, Shoe
Mart, Lifestyle, Beautybay, Iconic, Emax, Home Centre, Q Home Décor, Candelite, Max,
and Shoexpress. In addition to the brands developed in house, the Group also holds the
franchise rights for some of the world's leading fashion and footwear brands in the countries
where it operates. The Group has also diversified in the leisure, food and hospitality segments
with Fun City, Spaces, Citymax Hotels, Fitness First, Balance Wellbeing 360 and Foodmark,
the restaurant division, which operates the Group's own and franchise food outlets.

Landmark Group's business can be broadly classified into Retail, Hospitality and Healthcare.
Retail is the group's core focus area and it deals mainly with apparel, furniture, footwear,
consumer electronics, cosmetics & beauty products, home improvement and baby products.

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Business Category Brand

Apparel Babyshop, Splash, Max, Lifestyle,

Beautybay, Iconic and Centrepoint( a single
store format housing Babyshop, Shoemart,
Splash and Lifestyle )
Footwear Shoemart, Shoeexpress, Shoemart
International Footwear

Furniture & Home Improvement Homecentre, Q Home Cecor, Home Box

Hospitality Citymax, Oasis malls, Foodmark, Spaces,

Fitness First, Fun City, Funville
Healthcare iCare Clinics, balalnce Wellness Club.

Other retail E- max ( Consumer Electronics), Sports One

( Fitness Gear), Candelite (Confectionery)

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Max Fashion :

Max Fashion is the international value fashion brand of the Dubai based Landmark Group.
The brand was launched in the UAE in May 2004 with a unique concept of delivering
international fashion & value to the discerning shopper. Max, at present, is the largest fashion
brand in the Middle East, North Africa, South East Asia & India, with over 500 stores
encompassing 8.5 million sq.ft., across 20 countries, including United Arab
Emirates, India, SaudiArabia, Kuwait, Jordan, Bahrain, Qatar, Oman, Kenya, Lebanon, Egypt
, Algeria, Tunisia, Nigeria, Libya, Tanzania, Indonesia, Malaysia, Iraq and Syria.

Max Fashion in India :

Max was introduced in India with its 1st store in Indore in 2006 offering apparel, footwear &
accessories for the entire family; for women, men, children including a fashionable range for
infants. With a great range of western & ethnic wear for the young shopper, it makes a
perfect shopping destination for people for all age groups.
Max Fashion is reaching out to customers in Tier II towns through brand initiatives like Max
Fashion Icon which addresses the aspirations of the stylish youth of the city and Max Little
Icon which captures the interest of family oriented markets.
At Max Fashion, shoppers can expect the latest in international fashion from around the globe
& an excellent range to choose from; all of this offered at great prices in a world class
shopping environment. Max retails its own label merchandise of in house designs and
planned colour palettes for the season. Every season it introduces a fresh collection of

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international designs specially customized to the Indian market. The brand adapts to the
changing needs of the shopper every season and accordingly introduces new designs,
silhouettes & fabrics.
With over 400+ stores spread across over 176 cities in India, Max offers 40 million plus
products, which includes Apparel, Footwear and Accessories for the entire family.

Vision :

To create a truly global brand that provides growth opportuni-ties for the company and its
employees, whilst achieving its goal of becoming thenumber one value fashion retailer across
the Middle East & India.

Mission :

 Be a market leader in the field of value retailing.

 Provide fashionable products at affordable prices.
 Be innovative, cost effective and globally competitive.
 Exceed our customer’s expectations.
 Provide opportunities of growth for our employees.
Core Values :

 Constant focus and development on the product & value offered.

 Continuous improvement of the customer‟s shopping experience.
 Commitment towards staff training & development.
 Encouraging open work culture.

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Company Structure :

Organisation Store Structure:

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Product Profile :

Max Retail operation area is Retail in garment product like Western wear collection, Ethnic
collection, Kids Wear collection, Means Wear collection, Foot Wear collection, Accessory
and Concessionaires items are available in max retail store.

 Western Wear Department

 Ethnic Department
 Kids Wear Department
 Mens Wear Department
 Foot Wear Department
 Accessories
 Concessionairies

According to these department products are arrange in sub department and these categories
are also helpful for the customer selection of the product.

In Western Wear department items available are:

Sporty, Young, Night wear, Denim zone.
In Ethnic wear department products are regard to the festival and tradition. And on the time
of festival season product sales are generally higher then rest of period. It includes the
Fusion (Zone) & Traditional (Zone).

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In Kids Wear Department items available are :

INFANT BOYS (ZONE) T-shirts, Shirts, Trousers, Denims

2-8 BOYS (ZONE) T-shirts, Shirts, Trousers, Denims
8-14 BOYS (ZONE) T-shirts, Shirts, Trousers, Denims
INFANT GIRLS (ZONE) T-shirt, Shirt, Trousers, Skirts, Denims
2-8 GIRLS (ZONE) T-shirt, Shirt, Trousers, Skirts, Denims
8-14 GIRLS (ZONE) T-shirt, Shirt, Trousers, Skirts, Denims

Mens Wear Department :

Formals (zone) shirts & trousers, Semi formals (zone) shirts and trousers
Casual non denim (zone) t-shirts/shirts/trousers/cargos, Denim (zone) denim jeans/
t-shirts/shirts, jackets , Inner wear briefs and vests, Active wear/sports wear shorts/jackets.

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Foot Wear Department :
In foot wear department products are from Max company product and some of less popular
brand like 360 company product.
Mens - Shoes (Formal, Casual, Sports) Sandals, Slippers
Ladies - High Heel, Medium Heels & Flats, Sports & Casual Shoes
Kids Infants, Girls & Boys Shoes and Sandals
Accessories :
Necklace, Bracelet, Earring, Clips Caps, Bags, Gift Items.
Concessionaires :
These are brands like Peter England, Integriti, Turtle which form part of MAX store.

Implementation of 4P’s of marketing in Max Fashion ;

Price :
Price is the amount that consumers will be willing to pay for a product. Marketers must link
the price to the product's real and perceived value, while also considering supply costs,
seasonal discounts, competitors' prices, and retail markup. In some cases, business decision-
makers may raise the price of a product to give it the appearance of luxury or exclusivity.
Or, they may lower the price so more consumers will try it.

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Marketers also need to determine when and if discounting is appropriate. A discount can
draw in more customers, but it can also give the impression that the product is less desirable
than it was. The pricing objective at Max fashion is to get "maximum Market share and to exceed
the customer expectation in their satisfaction level". Max fashion offers Financing at low interest
rate. The concept of psychological pricing (Rs 199, Rs 299 etc) is also used to attract
customer. Max fashion also cater on special event pricing. It refer to selling combo packs and
offering discount to customer. The combo packs ad value to customer and lead to increase
sale Ex- Buy 2 get 1 free, buy 1 at 499 and 3 at 999.

Place :
Place is the consideration of where the product should be available—in brick-and-mortar
stores and online—and how it will be displayed.
The term place also refers to advertising the product in the right media to get the attention of
target consumers.

Promotion :
The goal of promotion is to communicate to consumers that they need this product and that it
is priced appropriately. Promotion encompasses advertising, public relations, and the overall
media strategy for introducing a product.
Promotion is one of the market mix elements. These elements are personal selling,
advertising, sales promotion, direct marketing, and publicity.
 To present information to consumers as well as others.
 To increase demand.
 To differentiate a product.

Max Fashion Membership Max Buddy

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Branding & Positioning Strategy :

Dubai based international chain, MAX Fashion sets a new record with the opening of its
largest store in Kochi, spanning over 25,000 sq.ft. Scaling presence to over 200 cities in
India, the milestone launch is a big move towards building the market in, Kerala. Further
strengthening its position in south, Max makes a significant brand shift, introducing specially
designed collection for the youth. With 100 more stores planned in the coming year, the
brand gears up for steady expansion across top tier and developing cities.
With its new brand positioning, “Max Style Min Price”, the large format store in Kochi
offers a unique retail experience at attractive prices. The collection for kids starts at INR 129,
and trendy styles for the fashion-forward youth are priced at INR 199, onwards. With
multiple fashion stories the store is a buzz with glam & style. This range for the young and
contemporary audience adds bling to the festive range. The Comic Culture tees line has
many graphics and designs from the world of anime movies, thematics & OTT series. Naruto
& DragonBall Z, the two new additions to take over the Anime frenzy.

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INDUSTRIAL ANALYSIS

Introduction

Retailing is the most active and attractive sector selling goods or services directly to final of
the last decade. While the retailing industry consumers for personal, non business use itself
has been present through history in our country, it is in the recent past it has witnessed so
much dynamism. Retailing one of the largest sectors in the global economy is going through
a transition phase not only in India but also over the world. The Indian retail industry has
been thrown open to foreign majors and is packed with players who strive to offer great
products and value-for-money to Indian consumers. The country holds vast promise for
retailers with its burgeoning spending power and rising middle class. In 2020, the retail
market in India was 883 billion U.S. dollars, down from 950 billion dollars recorded in 2018.
By 2026, this value is expected to surpass 1.7 trillion, representing an increase of over 80
percent in comparison to 2018, growing at an annual rate of about 20 per cent, is largely
dominated by small shops and stores as of now. The organised segment is in its nascent stage
and has huge potential to harness in the sub-continent. Foreign giants like Walmart and IKEA
have recently received the Government’s nod to enter the Indian market, after making all the
necessary compliances.
Purchasing power of Indian urban consumer is growing and branded merchandise in
categories like Apparels, Cosmetics, Shoes, Watches, Beverages, Food and even Jewellery,
are slowly becoming lifestyle products that are widely accepted by the urban Indian
consumer. Indian retailers need to advantage of this growth an aiming to grow, diversify and
introduce new formats have to pay more attention to the brand building process. The
emphasis here is on retail as a brand rather than retailers selling brands. The focus should be
on branding the retail business itself. In their preparation to face fierce competitive pressure,
Indian retailers must come to recognize the value of building their own stores as brands to
reinforce their marketing positioning, to communicate quality as well as value for money.
Sustainable competitive advantage will be dependent on translating core values combining
products, image and reputation into a coherent retail brand strategy. There is no doubt that the
Indian retail scene is booming. A number of large corporate houses Tata, Raheja, Piramal and
Goenka have already made their foray into this arena, with beauty and health stores,
supermarkets, self-service music stores, new age book stores, every-day-low-price stores etc.

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Market Size
 India’s retail market is majorly dominated by the unorganised sector. Organised
segment accounts for 8 per cent of the total retail landscape, according to a study by
Booz & Co and RAI.
 The Indian retail industry has expanded by 10.6 per cent between 2018 and 2019 and
is expected to increase to US$ 750-850 billion by 2019, according to another report
by Deloitte. Food and Grocery is the largest category within the retail sector with 60
per cent share followed by Apparel and Mobile segment.
 The foreign direct investment (FDI) inflows in single-brand retail trading during April
2000 to December 2012 stood at US$ 95.36 million, as per the data released by
Department of Industrial Policy and Promotion (DIPP).

Government Initiative :
The Cabinet Committee on Economic Affairs (CCEA) has recently approved Swedish
furniture retailer IKEA's application to enter the Indian industry and set up a single brand
retail venture in the country. FDI would be to the tune of Rs 10, 500 crore (US$ 1.76 billion),
making it the largest investment to be made by a foreign brand in the Indian retail sector.
Moreover, the Government may further simplify investment norms in multi-brand retail to
please foreign retailers who intend to invest in India but are a little hesitant on certain clauses.
Mr Anand Sharma, the commerce and industry minister, has re-iterated that any FDI proposal
in multi-brand retail will be fast-tracked for sure.

Nature of competition :

The retail industry is highly competitive, with few barriers to entry. Each Company competes
with many other local, regional and national retailers for customers, associates, locations,
merchandise, services and other important aspects of the Company's business. The industry is
characterized by a large number of players, both large and small, competing for market share.
The rise of e-commerce has also increased the intensity of competition, as online retailers can
reach a global market and offer a wider range of products at competitive prices.

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Porter’s Five Force Model Analysis :

1. THREATS OF NEWS ENTRANT

 E-commerce apparel websites like Myntra, Yepme, and Jabong are some threats
of entrants in the industry. These start-ups are already established in the minds of
their customers as they provide wide range and variety of products and offer good
discounts.
 In Brick and Mortar Stores the fast expansion of Market Share V R Mart Retail is
also a potential threat to the company because stores like these stores have already
penetrated their reach to the rural customers as well.
 The fashion industry in its current state is ‘high risk, high reward’ for new entrants
it’s not too difficult to get a foot in the door and copy others, but will the markets
care for those products?

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2. BARGAINING POWER OF SUPPLIERS
 Historically, retailers have tried to exploit the relationship between suppliers.
Bargaining power of suppliers is moderate because of the size and concentration
of major retailers.
 To reduce power and retain customers, retailers seek differentiate products and
create strong brands. A contract with large retailer such as Wal-Mart makes or
breaks a small supplier.
 In the retail industry, suppliers tend to have less power, individual private
customers have relatively low bargaining power in front of large retail chains,
which are less organized.

3. POWER OF BUYERS
 Individually, customers have little bargaining power with retail stores.
 It is very difficult to bargain with the clerk at Safeway for a better price on grapes.
 As a whole, if customers demand high quality products at bargaining prices, it
helps to keep retailers honest.

4. THREATS OF SUBSTITUTES
 The tendency in retail is not to specialize in one good or service, but to deal in a
wide range of product and services.
 It means that what one store offers we will likely find at another store.
 Retailer offering products that are unique have a distinct or absolute advantage
over their competitors.

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PESTEL ANALYSIS :
A PEST (Political, Economic, Social and Technological) analysis is a major part of
the environmental scanning section of strategic management and it is used by
companies during market research and strategic analysis.
Using a PEST analysis helps a business to understand various macro environmental
factors that they need to take into consideration when determining the decline or growth
of a particular market.

 Political (Legal) Aspects:

An Industry will not be able to gain success, good reputation and trust if it will not
consider legal and political sector as part of their strategy. Political and legal sectors
include the needs of the company to follow the given policies and regulations of the
government in order to be considered as legal and authorized business company. In
this manner, industry should be able to consider political and legal aspects so as to show that
they value the policies and regulations of the government in any of the business
operations.
 Tax policy
 Employment laws
 Political stability
 Environmental regulations
 Trade and tariff restrictions

 Economic Aspects:
It is important that apparel must also give enough attention to its economic stability.
The economic goal of a certain industry is like an axis in which other objectives or goals are
revolving. The economic factor involves the context in which an industry belongs, i.e.
the configuration of the competition in which a company operates the active demand of the
products, general economic condition of the nation or region, conditions in relation with other
industries, and the situation of the resource markets.

 Economic stability
 Economic growth
 Interest rates

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 Inflation rates
 Exchange rates

 Socio-cultural Aspects:
Society and culture is an important factor that must be given emphasis by any
business, specifically those who are operating in the global arena. It is important that the
company must operate in compliance with the social systems in order to gain good
reputation and effective public image. On the other hand, cultural aspects is equally
essential, in order to understand the various needs of different individuals that belongs to
different cultures.

 Population growth rate

 Age distribution
 Career attitudes
 Consumer behavior
 Religion and culture itself

 Technological Aspects:
The complexities of achieving business success through increased efficiency,
effectiveness and competitiveness, combined with innovative applications of modern
technology, has heightened the awareness of both technology and business managers
towards more strategically oriented approaches for planning and management of any
industry. Hence, it is important that industry must be able to give consideration to
the technological aspects.

 Distribution and communication channels

 Technology incentives
 Automation
 Rate of technological change
 Environmental and ecological aspect
 Barriers to entry

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Chapter – 3

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COMPETITOR ANALYSIS

Competitor analysis is a critical component of any business strategy. It involves assessing the
strengths and weaknesses of other companies operating in the same industry, identifying
opportunities and threats, and formulating strategies to gain a competitive edge. Competitor
analysis serves as the foundation for strategic decision-making. By understanding the
landscape in which a company operates, businesses can make informed choices about their
product offerings, pricing, marketing, and overall positioning in the market. Competitor
analysis is a crucial process for businesses seeking to thrive in a competitive market. By
understanding who your competitors are, what they do well, and where they fall short, you
can make informed strategic decisions that help your business grow and succeed.

Competitor analysis typically involves the following steps:

1. Identify Competitors: The first step is to identify who the key competitors are in your
industry. These can include direct competitors who offer similar products or services, as well
as indirect competitors who might address the same customer needs in different ways.

2. Gather Information: Once competitors are identified, gather information about them.
This includes their financial data, market share, product offerings, customer base, and pricing
strategies. Publicly available information, industry reports, and customer feedback can be
valuable sources.

3. SWOT Analysis: Conduct a SWOT (Strengths, Weaknesses, Opportunities, Threats)

analysis for each competitor. Assess their strengths, such as a strong brand or innovative
technology, weaknesses like operational inefficiencies, opportunities in the market they are
pursuing, and threats they face, such as regulatory changes.

4. Market Positioning: Determine how competitors position themselves in the market. Are
they cost leaders, product differentiators, or niche specialists? This insight will help you
understand the competitive landscape better.

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5. Customer Feedback: Collect and analyze customer feedback on competitors' products or
services. Understand what customers like and dislike about their offerings. This can help
identify areas for improvement in your own business.

6. Pricing Strategies: Analyze the pricing strategies employed by your competitors. Are they
targeting premium customers with higher prices or aiming for cost-conscious consumers with
lower prices? This information can guide your pricing decisions.

The Major Competitors of Max Fashion :

 Shoppers Stop
 Pantaloons
 Reliance Trends

Shoppers Stop :

Shoppers Stop is an Indian retailing company promoted by the K Raheja Corp Group,
started in the year 1991 with its first store in Andheri, Mumbai. Shoppers Stop Ltd has been
awarded "the Hall of Fame" and won "the Emerging Market Retailer of the Year
Award", by World Retail Congress at Barcelona, on April 10, 2008. Shoppers Stop is listed
on the BSE. As of 2013, Shoppers Stop has 73 stores in India. Shoppers Stop began by
operating a chain of department stores under the name “Shoppers Stop” in India. Shoppers
Stop has 74 stores across 35 cities in India. Specifically, Shoppers Stop stores retails clothing,
accessories, handbags, shoes, jewellery, fragrances, cosmetics, health and beauty products,
home furnishing and decor products. Shoppers Stop launched its e-store with delivery across
major cities in India in 2008.

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Pantaloons :

Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain. The
first Pantaloons store was launched in Gariahat, Kolkata in 1997. There
are 394 Pantaloons retail stores spread across 195 cities and towns in India as of November,
2022. The state with the most number of Pantaloons locations in India is Maharashtra, with
51 retail stores, which is about 13% of all Pantaloons retail stores in India . Pantaloons was
previously controlled by the Future Group, but has now been taken over by Aditya Birla
Nuvo Limited (ABNL). According to the Brand Trust Report, a study conducted by Trust
Research Advisory, Pantaloons featured among 100 most trusted brands in India,
Pantaloons is constantly extending its footprint into the rest of modern India. It spans a retail
space of 1.7 million square feet which is amongst the largest in India .

Reliance Trends :

Reliance Trends is fashion and accessories brand of Reliance Retail. It is the subsidiary
company of Reliance Retails. Reliance Trends was set up in the year 2008, today it houses
almost 100 brands across key markets in the country, owing approx 16 brands in the retail
chain. It aims to offer good quality fashion at a remarkably low price.
Trends is India's largest fashion retail chain across India. Trends offers stylish, high-quality
products across Womens wear, Mens wear, Kids wear and fashion accessories through a
diversified portfolio of own brands, national and international brands.

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Trends, an affordable fashion & lifestyle retailer which operates more than 2,300 stores in
over 1,100 towns and cities across India, has opened its first such store with a new brand
identity in Surat with several more in the pipeline to be opened shortly.

Comparisons of the competitors :

Company Max Fashion Shoppers Stop Pantaloons Reliance

Name Trends

Founded May, 2004 October, 1991 May, 1997 July, 2006

Owners Landmark K. Raheja Aditya Birla Reliance Retail

Groups Corp. group Group

Products apparel, apparels, Apparels and Apparels,

footwear and fragrances, accessories for footwear,
accessories for accessories, entire family accessories
the entire cosmetics, and
family footwear, home home decor
décor and
furnishings

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Material Polyster, Polyester, Polyester, Polyester,
used Polyviscose, polyviscose, polyviscose, polyviscose,
Cotton, lycra gorget. gorget. gorget

Net Income Rs. 970 crore Rs. 1,175 crore Rs. 1029 crore Rs. 1225 Crore
March, 2023 March, 2023 March, 2023 March, 2023

Position in Value pricing Premium Family Store Iconic youth

retailer brands retailer fashion brands
for entire family

Brands Max-private Fratini, Karrot BareDenim, Rio, Fig,

label, Kashish,
available Umm,Agile, Avaasa,
PeterEngland, Life, Stop.
Integriti, Turtle Honey,Akkriti, Fusion,
AnnaBelle, Frendz,
Allen Solly, Graviti
Spykar etc

No. of 400+ outlets 166+ outlets 344+ outlets 777+ outlets

Outlets
in India
Presence in 176 cities 40 cities 170+ cities 1100+ citites
no. of cities

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Chapter – 4

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CUSTOMER ANALYSIS

Max Fashion, like many retail companies, serves a diverse range of customers. As Max has
positioned itself as a youth brand, it also targets teenagers and college students within the age
group of 18 to 24 years. Max Fashion audience is 50.02% male and 49.98% female and target
audience for Max India is primarily is contemporary middle class family and young working
couples within the age group of 25 to 35 yrs. Here's a breakdown of the different types of
customers Max Fashion may target or encounter:

1. Current Customers:

These are individuals who are already shopping at Max Fashion. They are loyal and have
made previous purchases. Max Fashion's goal is to retain and continue to meet the needs of
these customers by offering them new products and maintaining a high level of satisfaction.

2. Potential Customers:

Potential customers are individuals who have not yet shopped at Max Fashion but might be
interested in their products. Max Fashion may target these individuals through marketing and
advertising to convert them into customers.

3. Competitor's Customers:

These are individuals who shop at Max Fashion's competitors. Max Fashion may try to attract
these customers by offering competitive prices, a better selection of products, or a superior
shopping experience.

4. Non-Customers of the Product Category:

Max Fashion may have customers who shop for certain types of products but not for others.
For example, some customers may primarily buy clothing but not footwear or accessories.
Max Fashion can try to cross-sell to these customers by promoting other product categories.

5. Occasional Shoppers:

Some customers may only shop at Max Fashion on special occasions, such as holidays or
special events. These customers may be targeted with specific promotions during these times.

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6. Demographic Segments:

Max Fashion may target specific demographic segments, such as age groups, gender, income
levels, and geographic locations. By understanding the preferences and needs of these
segments, they can tailor their products and marketing efforts accordingly.

7. Online Shoppers:

With the growth of e-commerce, Max Fashion targets customers who prefer to shop online.
This includes those who browse and purchase from their website or app.

8. In-Store Shoppers:

Max Fashion also caters to customers who prefer the traditional in-store shopping experience.
They provide physical stores for these customers to browse and make purchases.

Customer segmentation :

 Demographics - For Males, Females, Kids of every age, cast & religion.
 Lifestyle - upper to middle class
 Occupation - All type E.g.: Professional managers, sales staff, students, Homemakers
 Geography- throughout the country
 Psychographics - Fashion Followers, Shopaholics, Trend setters
 Occasion - Seasonal, Holiday, special occasion & regular occasion
Targeting :
 Need based - Assortment of clothes for all classes
 Identification - Working class people, Students, Each & every member of a family
 Price conscious people as per their purchasing power

Middle income group people are enjoying more services of Max Fashion. It is a common
practice in marketing, and different types of customers may be categorized based on their
behaviour, preferences, and buying habits. At Max Fashion, a retail brand, you might find
various types of customers, which could be broadly classified into the following categories :

1. Economic Customers: These are customers who are primarily motivated by price and
value. They are often looking for the best deals and discounts. They may not be brand loyal
and are willing to switch brands or stores to save money. Max Fashion might attract
economic customers with frequent sales and promotions.

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2. Cognitive Customers: Cognitive customers are more conscious of their purchasing
decisions and are likely to research products before making a purchase. They may consider
factors like quality, brand reputation, and customer reviews. Max Fashion can appeal to
cognitive customers by emphasizing product quality and offering detailed product
information.

3. Passive Customers: Passive customers are not highly engaged with the shopping
experience. They may not actively seek out products or promotions but will make purchases
when they come across something they like. Max Fashion could engage passive customers
through targeted marketing and in-store displays.

4. Impulsive Customers: Impulsive customers make quick, unplanned purchases based on

emotions or immediate desires. They are often attracted by visual merchandising, displays,
and limited-time offers. Max Fashion can target impulsive customers with eye-catching
displays and limited-time promotions.

The timing of customer requirements, customer life cycle, and seasonal factors can all play a
significant role in the retail industry, including at Max Fashion. Understanding these timing
considerations is crucial for effective inventory management, marketing strategies, and sales
planning. Here's a breakdown of how timing can impact Max Fashion :

Customer Life Cycle:

Different customers have different shopping patterns based on their life stages. For instance,
parents may shop for children's clothing at certain times of the year or when their children
outgrow their clothes. Young adults might be more active shoppers for trendy clothing during
back-to-school or holiday seasons.

Seasonal Factors:

Max Fashion, like most clothing retailers, is influenced by seasonal trends. They typically
release new collections for each season (spring/summer, fall/winter), so they need to plan
their inventory and marketing campaigns accordingly. Seasonal factors can also affect the
type of clothing customers are looking for. For example, winter coats and warm clothing are
in demand during the winter season, while summer attire is sought after in the warmer
months.

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Festivals and Special Occasions:

Certain festivals and special occasions drive increased shopping activity. For example,
festivals like Eid, Diwali, Christmas, and New Year's Eve prompt people to purchase new
clothing. Retailers, including Max Fashion, often have special promotions, discounts, and
collections tailored for these occasions to attract more customers.

Sales and Promotions:

Max Fashion, like many retailers, may have sales and promotions during specific times of the
year, such as Black Friday, Cyber Monday, and end-of-season clearance sales. Customers
often wait for these events to get the best deals, so timing is critical for attracting bargain-
hunting shoppers.

Trend and Fashion Cycles:

The fashion industry operates on a cycle with trends coming in and out of style. Retailers like
Max Fashion must keep an eye on these cycles and introduce new styles and collections in
line with current fashion trends.

Inventory Management:

Timely inventory management is essential to meet customer demand and avoid overstock or
understock situations. Retailers should use data analytics and historical sales data to
anticipate customer requirements.

E-commerce and Online Shopping:

With the rise of online shopping, customers can shop at any time, not just during store hours.
This means retailers need to have an online presence that is available 24/7 to accommodate
the shopping habits of their customers.

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Chapter - 5

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DATA ANALYSIS

1. Gender :

Particulars Frequency Valid Percent

Male 29 58.0
Female 21 42.0
Total 50 100.0

Analysis:

From the above table and the pie graph it is clearly observed that the number of males
entering into the Max Fashion stores are more when compared to that of females. But from
the taken sample of 50 respondents, the number is quite same.

Interpretation:

From the taken sample of 50 respondents the number of males is higher than the number of
females but the number is quite same, so Max Fashion should not neglect on any gender as
both are entering into the stores in almost same numbers.

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2. Age group :

Particular Frequency Valid Percent

20 - 30 34 68.0
30 – 40 10 20.0
40 - above 06 12.0
Total 50 100

Analysis:

From the above figure and the table it is clearly observed that most of the people entering into
the Max Fashion store belong to the age group of 20-30 years.

Interpretation:

As it is clear that the people of age group between 20-30 years are visiting the stores mostly.
So Max Fashion have to concentrate on attracting more people of this group. All the
promotions should be done in the way to influence the people of this age group to come into
stores.

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3. Occupation:

Particular Frequency Valid Percent

Student 22 44.0
Working Professional 17 34.0
Business 06 12.0
House- Wife 05 10.0
Total 50 100.0

Analysis :

From the above bar graph it is very clear that most of the people who were entering the store
are students and next to students is working professionals, followed by the business people
and House wives.

Interpretation :

Max Fashion was getting its targets customers and it has to concentrate more on doing
different types of promotions for attracting the remaining classes of customers.

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4. How frequently do you visit Max Fashion store.

Particular Frequency Valid Percent

Weekly 04 8.0
Monthly 14 28.0
Offers 19 38.0
Whenever need arises 13 26.0
Total 50 100.0

Analysis:

From the above graph it is observed that 38% people entering the stores at the time of special
offers, 28% people are coming to Max Fashion stores monthly and 26% are coming
whenever they need and just 8% people were coming into the stores on weekly basis.

Interpretation:

Most of the people coming into the stores during special offers and some are coming monthly
and when ever need arises for them. So, Max Fashion have to concentrate on maintaining the
relationship with the customers in such a way that it should retain its customers.

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5. Are you happy with the location of Max Fashion stores in the city

Particular Frequency Valid Percent

Yes 31 62.0
No 19 38.0
Total 50 100.0

Analysis :

From the above figure it was clear that maximum people 62% feel that they were happy with
the location of the store in the city and remaining 38% were not happy with the location.

Interpretation :

It was clear that maximum of the respondents have told that Max Fashion stores were located
at a good location in the city and Max fashion can concentrate on bringing more customers
into the stores as they were located in the right location in the city.

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6. Staff greeted you and offered to help you

Particular Frequency Valid Percent

Strongly Agree 12 24.0
Agree 33 66.0
Disagree 05 10.0
Total 50 100.0

Analysis:

From the above table and figure it is clear that 66% of people agreed that staff greeted them
and offered to help them, 24% have strongly agreed, only 10% were disagree.

Interpretation:

From the total of 50 respondents no one has given the response as strongly disagree and very
less have given disagree, so it is very good that no one have negative response regarding this.
So Max Fashion can concentrate on training the employees in a better way for assisting
different types of customers, employees must be made to communicate in the language which
was understandable to the customers.

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7. Staff was available in a timely manner.

Particular Frequency Valid Percent

Strongly Agree 09 18.0
Agree 34 68.0
Disagree 07 14.0
Total 50 100.0

Analysis:

More than 60% of the respondents agreed that staff was available to assist them in timely
manner and 18% of respondents have strongly agreed and just 14% of respondents disagreed.

Interpretation:

From the above data it is clearly understood that very few customers feel that staff was not
available in timely manner and the maximum of the respondents feel that staff was available.

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8. Do the store provides convenient parking for customers.

Particular Frequency Valid Percent

Yes 39 78.0
No 11 22.0
Total 50 100.0

Analysis:

78% of the respondents feel that they have convenient parking space and 22% of respondents
feel they don’t have convenient parking space.

Interpretation:

The Max Fashion store having enough parking space but some people are feeling that they
don’t have convenient parking. This may be because parking vehicles in the parking space is
not properly managed. If the parking space is not available for customers there may be
chance that they may get negative impression on entire Max Fashion.

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9. How did you come to know about Max Fashion.

Particular Frequency Valid Percent

TV ads 04 8.0
Leaflets 08 16.0
Friends and Relatives 18 36.0
Banners and hoardings 20 40.0
Total 50 100.0

Analysis:

From the above data it was clearly observed that 40% of people came to know about Max
Fashion through banners and hoardings and 36 % of people through their friends and
relatives, through leaflets is 16% and through television advertisement is 8%.
Interpretation:

Many customers came to know about Max Fashion from the banners and hoardings. Max
Fashion is getting mouth publicity without any cost to company also helps Max Fashion as
many customers came to know about Max Fashion from their friends and relatives. We
cannot neglect the number of customers coming by seeing the advertisements in television
and by receiving pamphlets, they both confine a total of 24%. So we can concentrate on
doing these activities more effectively.

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10. Would you like to recommend Max Fashion to your friends and family?

Particular Frequency Valid Percent

Yes 41 82.0
No 09 18.0
Total 50 100.0

Analysis:

82% of respondents said that they would like to recommend Max Fashion to their friends and
relatives, only 18 % said that they would not like to recommend Max Fashion.

Interpretation:

It is very good for Max Fashion that 82% of people who are coming into store like to visit the
store again and also they would like to recommend Max Fashion to others. So Max Fashion
can concentrate on the remaining people who are not likely to recommend Max Fashion to
others by assisting them in providing what they want .

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11. The offers available in the store are good value for money.

Particular Frequency Valid Percent

Strongly Agree 06 12.0
Agree 37 74.0
Disagree 04 8.0
Strongly Disagree 03 6.0
Total 50 100.0

Analysis:

From the above data table it is clear that 74% of respondents feel that the merchandise
offered by Max Fashion was good values for money and 12% feel that they strongly agree
and only 8% of respondents disagree and 6% strongly disagree.

Interpretation:
86% feel that the offers available in the store are good value for money. So maximum people
find the pricing and offers in the Max Fashion store was good.

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12. Where do you usually shop for if not Max Fashion.

Particular Frequency Valid Percent

Reliance Trends 17 34.0
Pantaloons 15 30.0
Shoppers Stop 06 12.0
Brand Factory 05 10.0
Mega Mart 04 8.0
Others 03 6.0
Total 50 100.0

Analysis:

From the above data it is observed that 34% prefer shopping in Reliance Trends, 30% prefer
to shop in Pantaloons, 12% in Shoppers Stop, 10% in Brand Factory, 8% in Mega Mart and
6% in other types of retail apparel stores.

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13. How do you rate your experience in Max Fashion with regard to

a) Customer service :

Particular Frequency Valid Percent

Excellent 05 10.0
Good 32 64.0
Average 13 26.0
Total 50 100.0

Analysis:

From the total respondents of 50, 64% feel that customer service at Max Fashion was good,
26% of respondents feel it is average and 10% of respondents feel that it is excellent.

Interpretation:

From the analysis we can understand that no one customer from respondents feel that
customer service at Max Fashion is poor. Maximum of the respondents feel that customer
service at Max Fashion is good. Max Fashion can do better customer service for satisfying
the remaining customers who feel it is not good.

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b) Billing counter experience :

Particular Frequency Valid Percent

Good 21 42.0
Average 24 48.0
Fair 05 10.0
Total 50 100.0

Analysis:

From the above data it can be observed that 48% of respondents feel that their Billing
experience in Max Fashion is average. 42% of respondents feel it is good and 10% feel it is
fair.

Interpretation:

It can be interpreted that not even half of the respondents feel that their billing experience in
Max Fashion is good and 48% of people feel it is average. So, it can be clearly observed that
there was negative impression on the billing. Max Fashion can increase the number of billing
counters in the store and keeping the experienced staff for doing the faster billing and to
reduce the waiting time for customers.

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FINDINGS

 Most of the customers were looking for more well known brands, where Max Fashion
concentrating on their own private labels.
 A feedback book was kept near the billing counter, but very less customers were
writing in the feedback book.
 All the merchandise was not arranged according to their sizes.
 Some types of works like rebranding the different stalls in the store, electric works
happening in the store in the working hours creating disturbance to the customers.
 Customers in the Mens section feel that the collections for Mens have to be increased
as the sizes of the some products are not available.
 Some customers in the Mens section said that the Shirts and T-Shirts have to be more
colourful and more designs should be there, but the Mens collections of different
designs in the store are less, and all are almost similar models.
 Some customers are asking for the footwear, backpacks and bags.
 Max Fashion was loosing some customers who were coming into the store for buying
the footwear, backpacks or bags.
 Alteration time have to be reduced. Many customers are waiting in the store for
alteration.

ACTUAL WORK DONE:

An internship is a structured and temporary work experience program that provides

individuals, often students or recent graduates, with the opportunity to gain practical, on-the-
job experience in a specific industry or field of study. Internships can vary in duration, from a
few weeks to several months, and can be paid or unpaid. They are typically offered by
organizations, businesses, non-profits, or government agencies.

Internships provide a bridge between academic knowledge and practical experience, helping
individuals develop skills, make connections, and clarify their career goals. They are a
valuable stepping stone in the transition from education to the professional world.

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Maintaining the Reports that shows the work done during the SIP are given below:

 Identify all the departments and as well as the sub-departments of the store, products,
price, and different brands.
 Customer handling in Mens wear department.
 Assisted in store daily operational works.
 Inward and outward process of new stocks and also arranging new stock in the display
and DST.
 Collecting and maintaining customers data from the landmark rewards and calling the
customers regarding the Ganesh Puja and Durga Puja offers.
 Explaining the customers about the benefits of Max buddy and Max elite.
 Collecting some internal data like the analysis of this year and previous year targets
and achievements.
 Learned about the billing process.

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Chapter - 6

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SUGGESTIONS

 All the sizes must be made available in the stores so that Max Fashion will not lose
out some customers and new stocks should replenished properly on time.
 More popular brands have to be kept in the store, more customers were asking for that
brands.
 All types of works which were happening in the stores have to be done before or after
the working hours of the store.
 New Collections in the Mens wear section can be increased.
 Promotional activities or marketing activities have to be monitored properly.So that
they can help Max Fashion to get more customers.

CONCLUSION

From the above findings the following are the conclusion on customer satisfaction with
regards to Max Fashion. From the study we conclude that all the customers are not fully
satisfied with not only Max Fashion, customers are finding some faults in the store. The
customers entering into the store are happy with the offers available in the store that the
offers are good value for their money. But from my observation I can conclude that Max
Fashion was spending lot of money for different types of marketing and promotional
activities for driving more customers into the stores, but Max Fashion was not concentrating
on converting the people who entered the store into a final customers. After conducting a
thorough survey and research on Max Fashion it is observed that it has been perceived as a
good brand. It has good customer loyalty and also attracts a large number of new customers.
It also offers its customer a unique shopping experience a few brands can offer. It also got an
advantage of its locations situated in commercial locations. There are a good number of Max
Fashion stores located across the other cities which makes it easy for customers to access the
stores. Customers seemed to be happy when it came to the layout of the store, the
merchandise, and cleanliness of the store, ambience, etc. Consumers have high expectations
from Max Fashion regarding pricing; they expect good collection of clothes at much cheaper
price. A lot of awareness programs may help in getting better footfalls. The future for Max
Fashion indeed seems to be bright and it should continue to do well as seems apparent from
the response of the customers.

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BIBLIOGRAPHY :

https://en.wikipedia.org/wiki/Max_Fashion

https://www.landmarkgroup.com/int/en/home

https://pestleanalysis.com/pestle-analysis-of-the-fashion-industry/

https://www.ibef.org/industry/indian-retail-industry-analysis-presentation

https://www.maxfashion.in/in/en/

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ANNEXURE

I am undertaking a research project on customer satisfaction with regard to

Your feedback will be useful for my project. I assure that all the information from you will be
kept confidential and will be used only for my project. Kindly give your feedback.

Name: …………………………………. Occupation: ....................................

Gender: ................. Age Group: …………

Email: …………………………………. Mobile: ……………………………….

1. How frequently do you visit Max Fashion store ?

(a) Weekly (b) Monthly (c) During offers (d) Whenever need arises

2. Are you happy with the location of Max Fashion store in the city ?

(a)Yes (b) No

3. Staff greeted you and offered to help you ?

(a) Strongly agree (b) Agree (c) Strongly disagree (d) Disagree

4. Staff was available in a timely manner ?

(a)Strongly agree (b) Agree (c) Strongly disagree (d) Disagree

5. Do the store provides convenient parking for customers ?

(a)Yes (b)No

6. How did you come to know about Max Fashion ?

(a) TV advertisements (b) Leaflets (c) Banners & hoardings (d) Friends and relatives

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7. Do you like to visit Max Fashion store again ?

(a) Yes (b) No

If no Please specify reason____________________

8. Would you like to recommend Max Fashion to your friends or family ?

(a) Yes (b) No ,

If no Please specify reason____________________

9. The offers available in the store are good value for money ?

(a) Strongly agree (b) Agree (c) Strongly disagree (d) Disagree

10.Where do you usually shop for if not Max Fashion. Please mention
here_________________________

11.How do you rate your experience in Max Fashion with regard to

1. Customer service

a) Excellent (b) Good (c) Average (d) Fair (e) Poor

2. Billing counter experience

a) Excellent (b) Good (c) Average (d) Fair (e) Poor

12.Any suggestions or comments on how Max Fashion can give you a better shopping
experience.

__________________________________________________________________________________
__________________________________________________________________________________
_________________________________________________________________________________

Thank You

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