Major Project

“A STUDY ON CUSTOMER SATISFACTION WITH SPECIAL
REFERENCE TO RELIANCE TRENDS, KAKKANAD”
Dissertation submitted to
Mahatma Gandhi University, Kottayam
In partial fulfillment of the requirements for the
DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION
Submitted by
FATHIMA SAAD
(Reg. No.210021080002)
Under the guidance of
MS. DRISHYA S RAJ
ASSISTANT PROFESSOR DEPARTMENT OF BBA
DEPARTMENT OF BACHELOR OF BUSINESS ADMINISTRATION
BHARATA MATA COLLEGE,
THRIKKAKARA, KERALA
(2021-2024)
BHARATA MATA COLEEGE
(AFFLIATED TO MAHATMA GANDHI UNIVERSITY, KOTTAYAM)
BONAFIDE CERTIFICATE
This is to certify that this Project entitled, “A STUDY ON CUATOMER SATISFACTION

WITH SPECIAL REFERENCE TO RELIANCE TRENDS, KAKKANAD” is a record
of genuine work done by Fathima Saad (Registration no. 210021080002) under the guidance
and supervision of MS. DRISHYA S RAJ., ASSISTANT PROFESSOR, DEPARTMENT
OF BACHELOR OF BUSINESS ADMINISTRATION, in partial fulfillment of the
requirements for the award of the Degree of Bachelor of Business Administration program of
the Mahatma Gandhi University. This work has not been submitted for the award of any other
degree or titled of recognition.
MS MANJU MALATHY MS. DRISHYA S RAJ
Head of the Department Assistant Professor
Assistant Professor Faculty Guide
Department of BBA Department of BBA
Place:
Date:
(External Examiner)
DECLARATION
I, Fathima Saad, do hereby declare that this project report entitled, ― A STUDY ON
CUSTOMER SATISFACTION WITH SPECIAL REFERENCE TO RELIANCE
TRENDS. KAKKANAD is a Bonafede record of work done by us under the guidance and
supervision of MS DRISHYA RAJ, ASSISTANT PROFESSOR, Department of Bachelor
of Business Administration, Bharata Mata College, Thrikkakara and this work has not formed
the basis for the award of any academic qualification, fellowship or any other similar title of
any other University or Board.
Date:
Place: Fathima Saad

ACKNOWLEDGEMENT
First and foremost, I sincerely thank the God Almighty for his grace for the successful and
timely completion of the project.
There are so many people who encouraged and supported me on this journey. I would like to
thank the following individuals.
I wish to thank Dr. Johnson K M principal of BHARATA MATA COLLEGE,

THRIKKAKARA for providing us all facilities for the successful completion of the project.
It is my privilege to thank Ms. Manju Malathy, HOD for granting permission and all sorts
of facilities and assistance to undertake the project report.
I am highly indebted to my lecture and guide Asst. Prof. Ms. Drishya S Raj, Bharata Mata
College for giving her valuable time in filling the information gap and her sincere efforts in
correcting manuscripts and other innumerable services rendered by her.
I am extremely thankful to RELIANCE TRENDS, KAKKANAD for permitting me to

complete the project “A STUDY ON CUSTOMER SATISFACTION WITH SPECIAL
REFERENCE TO RELIANCE TRENDS, KAKKANAD” within the premises. I express
my sincere thanks and gratitude to the employees for providing the facilities and for all
department heads and the staff members for their co-operation and support.
Last but not the least, I would like to express my special thanks to my parents, friends and all
other well-wishers who have helped me a lot in the preparation of the project report.
Place:
Date:
FATHIMA SAAD
CONTENTS
S.no CHAPTERS Page no.
I INTRODUCTION 1
1.1 Introduction 2
1.2 Problem definition 3
1.3 Objectives of the study 4
1.4 Scope of the study 4
1.5 Limitations of the study 5
II LITERATURE REVIEW 6
III INDUSTRY PROFILE 16
3.1 Brief history of the industry 17
3.2 Industrial performance- global, national, 18
international
3.3 Prospectus & challenges in the industry 20
IV COMPANY PROFILE 22
4.1 Brief history of the organization & current board of 23
directors/ organizational chart
4.2 Mission, vision statement and quality policy 25
followed
4.3 Business process of the organization- product 26
profile
4.4 Strategies- business, pricing, management 28
4.5 Swot analysis of the company 30
V RESEARCH METHODOLOGY 32
5.1 Statement of the problem 32
5.2 Research design 32
5.3 Sample design 32
5.3.1 Population 32
5.3.2 Sampling technique 33
5.3.3 Sample size 33
5.4 Data collection design 33
5.4.1 Data sources 34
5.4.2 Data collection tools 34
5.4.3 Data analysis tools 35
VI DATA ANALYSIS AND INTERPRETATION 36
VII FINDINGS, SUGGESTIONS & CONCLUSION 53
Annexure 1- Questionnaire
Annexure 2- Bibliography
LIST OF TABLES
S.NO TABLES PAGE NO.
1. Table showing age composition of the respondents. 37

2. Table depicting reasons for popularity of Trends. 38
3. Table depicting the reasons for customer visiting 39

Reliance Trends store.
4. Table showing satisfaction levels with the brands offered 40
at Reliance Trends.
5. Table showing satisfaction levels with the quality of 41
products offered at Reliance Trends.
6. Table showing satisfaction levels with the collection of 42
apparels at Reliance Trends.
7. Table showing ratings given to menswear collection at 43
Reliance Trends.
8. Table showing ratings given to womenswear collection 44
at Reliance Trends.
9. Table showing ratings given to kids wear collection at 45
Reliance Trends.
10. Table showing satisfaction levels with the cleanliness 46
and ambience at Reliance Trends.
11. Table showing satisfaction levels with the price ranges at 47
Reliance Trends.
12. Table showing satisfaction levels with the loyalty 48
programs offered at Reliance Trends.
13. Table showing satisfaction levels with the trend updation 49
at Reliance Trends
14. Table showing satisfaction levels with overall shopping 50
experience at Reliance Trends.
15. Table showing the factors affecting purchasing decision 51
of customers.
16. CSAT score table. 52
LIST OF CHARTS
S.NO CHARTS PAGE

NO.
1. Chart showing the age composition of the respondents 37
2. Chart showing the reasons for popularity of Trends. 38
3. Chart showing the reasons consumers visit Reliance Trends. 39
4. Chart showing satisfaction levels with the brands offered at 40

Reliance Trends.
5. Chart showing satisfaction levels with the quality of products 41
offered at Reliance Trends.
6. Chart showing satisfaction levels with the collection of 42
apparels at Reliance Trends.
7. Chart showing ratings given to menswear collection at 43
Reliance Trends.
8. Chart showing ratings given to womenswear collection at 44
Reliance Trends.
9. Chart showing ratings given to kids wear collection at Reliance 45
Trends.
10. Chart showing satisfaction levels with the cleanliness and 46
ambience at Reliance Trends.
11. Chart showing satisfaction levels with the price ranges at 47
Reliance Trends.
12. Chart showing satisfaction levels with the loyalty programs 48
offered at Reliance Trends.
13. Chart showing satisfaction levels with the trend updation at 49
Reliance Trends
14. Chart showing satisfaction levels with overall shopping 50
experience at Reliance Trends.
15. Chart showing the factors influencing purchasing decisions. 51
*A study on customer satisfaction with special reference to Reliance Trends, Kakkanad
CHAPTER – 1
INTRODUCTION
BHARATA MATA COLLEGE, THRIKAKKARA

1.1 INTRODUCTION
Customer satisfaction is paramount in the success of any business, and the fashion retail
industry is no exception. In the competitive landscape of fashion retail, meeting and
exceeding customer expectations is crucial for building brand loyalty and sustaining a
thriving business. This essay explores the key elements that contribute to customer
satisfaction in a fashion retail chain, emphasizing the importance of quality products,
personalized experiences, and effective customer engagement.
One of the fundamental pillars of customer satisfaction in a fashion retail chain is the
provision of high-quality products. Customers expect garments that not only align with the
latest fashion trends but also exhibit durability and craftsmanship. A fashion retail chain must
stay attuned to evolving trends, ensuring that its product offerings are not only trendy but also
of superior quality. By consistently delivering fashionable and well-crafted items, a retail
chain establishes a reputation for reliability and earns the trust of its customers. The fashion
retail industry is increasingly recognizing the significance of personalized shopping
experiences. Tailoring the shopping journey to individual preferences enhances customer
satisfaction and fosters a sense of connection with the brand. Personalized recommendations,
exclusive offers, and targeted marketing based on customer behavior contribute to a more
engaging and satisfying shopping experience. By leveraging customer data and analytics,
fashion retail chains can create a tailored environment that resonates with each customer on a
personal level.
Customer engagement plays a pivotal role in shaping satisfaction levels. A proactive and
responsive customer service team that addresses queries and concerns promptly contributes to
a positive perception of the brand. Utilizing various communication channels, such as social
media, email, and live chat, ensures that customers feel heard and valued. Additionally,
engaging customers through loyalty programs, exclusive events, and feedback mechanisms
fosters a sense of community and loyalty, further elevating customer satisfaction. In today's
digital age, providing a seamless omnichannel experience is imperative for fashion retail
chains. Customers expect a consistent and cohesive experience whether they are shopping
online, through mobile apps, or in physical stores. Integrating these channels ensures that
customers can transition effortlessly between online and offline platforms, enhancing
convenience and satisfaction. Features such as click-and-collect, virtual try-ons, and easy
returns contribute to a frictionless shopping experience.

1.2 Problem definition

The problem definition of customer satisfaction typically revolves around understanding and
measuring the degree to which customers are content with a company's products, services, or
overall experience. It involves identifying key metrics, factors, and attributes that contribute
to customer satisfaction and devising strategies to improve upon them. Here's a more detailed
breakdown of the problem definition:
1. Measurement Metrics: Defining the metrics or indicators that will be used to

measure customer satisfaction. This could include surveys, Net Promoter Score
(NPS), Customer Satisfaction Score (CSAT), customer feedback, online reviews, etc.
2. Identification of Factors: Identifying the factors that influence customer satisfaction.
These could range from product quality, pricing, customer service, ease of use, brand
reputation, to the overall shopping or service experience.
3. Understanding Customer Expectations: Understanding the expectations of the
target customer base. This involves researching and analysing customer needs,
preferences, pain points, and expectations at various touchpoints throughout their
journey with the company.
4. Data Collection and Analysis: Developing methods for collecting data on customer
satisfaction and analysing it effectively. This may involve gathering feedback through
surveys, social media monitoring, customer support interactions, and other channels,
and using data analytics tools to derive insights.
5. Benchmarking and Comparison: Benchmarking customer satisfaction against
competitors or industry standards to gain context and identify areas for improvement.
This can provide valuable insights into where the company stands relative to its peers
and what areas need attention.
6. Root Cause Analysis: Identifying the root causes of customer dissatisfaction or areas
where customers are not fully satisfied. This involves digging deeper into the data to
understand the underlying reasons behind low satisfaction scores or negative
feedback.
7. Actionable Insights and Strategies: Using the insights gained from data analysis to
develop actionable strategies for improving customer satisfaction. This could involve
making changes to products, services, processes, or policies based on customer
feedback and preferences.

8. Continuous Monitoring and Improvement: Implementing a system for continuous

monitoring of customer satisfaction levels and iterating on strategies to drive ongoing
improvements. Customer satisfaction is not a one-time goal but rather an ongoing
process that requires constant attention and adaptation to changing customer needs
and market dynamics.
By addressing these aspects, businesses can effectively define and tackle the problem of
customer satisfaction, ultimately leading to better customer retention, loyalty, and business
success.
1.3 Objectives of the study

The study’s goal is divided into primary and secondary goals, and they are as follows:
Primary objective:
• This study’s main goal is to examine customer’s satisfaction levels.
Secondary objective:
• To understand the awareness of company’s product among customers

• To find out major factors that influence the customers while making purchasing
decision.
• To identify the shortcomings of reliance trends customer satisfaction.
• To analyse the effective remedies to fill the shortcomings of reliance trends customer
satisfaction.
1.5 Scope of the study
The scope of customer satisfaction is vast and encompasses various aspects across different
industries. Here are some key dimensions that define the scope of customer satisfaction:
1. Product and Service Quality: Assessing customer satisfaction with the quality of
products and services is a fundamental aspect. This includes reliability, durability, and
performance.
2. Customer Service: Customer satisfaction extends to the level of service provided.

Efficient and responsive customer support contributes significantly to overall satisfaction.

3. Communication and Information: Clear and effective communication, along with the
availability of relevant information, is crucial for customer satisfaction. This includes product
details, pricing, and policies.
4. Pricing and Value for Money: Perceived value for money is a key factor. Customers
assess whether the price of a product or service aligns with the perceived benefits and quality.
5. Convenience and Accessibility: The ease with which customers can access products or
services, whether through physical locations or online platforms, influences satisfaction.
6. Brand Reputation and Trust: The reputation of a brand and the trust it instils in
customers contribute to their overall satisfaction. Positive brand image and reliability are
significant factors.
1.4 Limitations of the study
While customer satisfaction is crucial for the success of a fashion retail chain, there are
certain limitations and challenges associated with this metric. Understanding these limitations
helps businesses make more informed decisions and implement effective strategies. Here are
some limitations of relying solely on customer satisfaction for a fashion retail chain:
1. Subjectivity and Perception: Customer satisfaction is subjective and based on

individual perceptions. Different customers may have varying expectations and
interpretations of what constitutes satisfaction, making it challenging to achieve
universal standards.
2. Momentary Feedback: Customer satisfaction surveys or feedback forms often
capture momentary opinions. Customer sentiments can change over time, and a
positive experience at one point may not guarantee sustained satisfaction.
3. Influence of External Factors: External factors such as economic conditions,
cultural trends, or global events can impact customer satisfaction. Issues beyond the
control of the fashion retail chain, like economic downturns or industry-wide
disruptions, may affect customer perceptions.
4. Inability to Capture Unexpressed Needs: Customers might not always articulate
their unexpressed needs or desires. Relying solely on explicit feedback may lead to
overlooking important aspects that could enhance satisfaction.

CHAPTER 2
LITERATURE REVIEW

2.1 Review of literature

1. Maulidah, F. (2023). Pengaruh on Customer Satisfaction, Brand Trust, dan
Switching Barriers terhadap Customer Retention pada Pengguna Jasa Transportasi Online
Grab di Kota Surabaya (Doctoral dissertation, UPN Veteran Jawa Timur) ; concluded that it
is necessary there is a strategy for the company to retain existing customers ( retention)
through several factors such as customer satisfaction, brand trust, and switching barriers. The
research method used is a quantitative research method. The sample in this study consisted of
120 respondents who were users Grab online transportation service in the city of Surabaya.
2. Kiwanuka, H. (2023). The influence of product quality on customer satisfaction of

Mukwano manufacturing industries in Uganda: a case study of Kampala District (Doctoral
dissertation, Makerere University). The study concluded that prices of products, quality of
customer service and customer loyalty were the main factors influencing product quality of
Mukwano industries. The study recommended the government to establish consumer
education campaigns to increase awareness about the importance of product quality which
enables customers to make choices based on quality thereby driving companies to improve
their products.
3. Pratama, G. Y. A. S., Triyuni, N. N., Arjana, I. W. B., Ruki, M., & Astuti, N. W.
W. (2023). The Application of Multitasking For Maximizing Staff Effectiveness During The
Covid-19 Era at Most Blue Bali Resort. International Journal of Travel, Hospitality and
Events, 2(3), 264-276. The study found that the resulting coefficient of determination is 0.58,
which means that 58 percent of changes in the quality performance variable are explained by
the amount of multitasking, age, method of task completion, and position together, while the
remaining 52 percent is explained by other variables not included in this research.
4. Chuc, A. A. M., Atayah, A. A., & Özer, S. Q. (2023). IMPACT OF FINANCIAL

TECHNOLOGY (FINTECH) ON FINANCIAL PERFORMANCE OF MICRO FINANCE
INSTITUTIONS IN BAHRAIN. African Journal of Emerging Issues, 5(17), 1-11. The study
concluded, the impact of Financial Technology (Fintech) on the financial performance of
Microfinance Institutions (MFIs) in Bahrain has been overwhelmingly positive. Fintech has
facilitated improved operational efficiency, risk mitigation, and customer satisfaction, all of
which have directly contributed to the enhanced financial stability and profitability of these
institutions.

5. Lamani, D. D., & Agarwal, N. (2023). Data-Backed Policy Formulation: Utilizing

Big Data Analytics to Anticipate and Adapt to Customer Behavior. Mathematical Statistician
and Engineering Applications, 72(2), 83-90. The study showcases methodologies, real-world
cases, and ethical considerations, emphasizing how data-driven policies enhance customer
satisfaction and operational efficiency.
6. Pham, T. H. L., Pham, M. H., Nguyen, L. T. D., Do, T. D., & Bui, H. K. (2023).
Factors affecting customer satisfaction when utilizing a vitural tour 360-degrees at hotels in
Can Tho city (Doctoral dissertation, FPTU Cần Thơ).The results of the research indicate that
Basmalah store has implemented several competitive advantage strategies, including product
differentiation, customer service enhancement, and operational efficiency. By maintaining a
stock of unique and high-quality products, Basmalah store successfully attracts customers
looking for specific items. Additionally, improving customer service through friendly and
informative service is also a crucial factor in maintaining customer loyalty.
7. Palliyage, H. L., & Kavirathna, C. (2023). Factors of inventory management on

inventory performance measures: case study from Sri Lankan wholesale industry.This
research focuses on identifying the factors and performance measures of inventory
management and evaluating the impact of these factors on the performance measures.
Initially, the factors and performance measures were identified through a systematic review
and industry experts’ opinions. Among these factors, organizational factors were the most
significant in influencing customer satisfaction and operational and environmental
performance measures.
8. Frau, D. (2023). The impact of overall fairness in monetary rewards systems on trust
in the employer: a longitudinal mixed-method, field quasi-experiment. In 12th FINT
Workshop on Trust Within and Between Organizations, Helsinki, Finland, 14-17 June 2023.
Findings suggested that o verall, subjects rewarded according to a mixed system based on
both individual and team performance perceived fairness to be significantly lower than
subjects receiving a discretionary bonus. The post-study indicated that the focus on team
vPfP and the inaccurately measured customer satisfaction ratings activated mainly negative
fairness heuristics concerning the assessment of trust in the employer.
9. Ossola, P. (2023). For more dementia-friendly facilities in tourism and hospitality.

ICHRIE Research Reports, 8(2), 3. The study found that deliver staff training in preparation
to welcome guests with access and dementia-related needs. The next step would be to make

infrastructure more accessible. These simple steps will boost customer satisfaction and
loyalty as well as bolster brand image. Moreso, promoting accessibility would create a more
inclusive and safer hospitality space for everyone.
10. Anam, K., Mostafiz, M. B., Shah, S., Dhar, R. C., & Ahmed, S. (2023). Multi
Criteria Decision Making for Fresh Mango Supply Chain Risk Management: An ISM &
TOPSIS-Based approach. Supply Chain Insider| ISSN: 2617-7420 (Print), 2617-7420
(Online), 11(1).The results indicate that mitigation strategies can significantly reduce wastage
and will add value to FMSC. On this basis, by analyzing risk and applying these strategies,
firms can earn profit and provide better customer satisfaction, as it will enhance supply chain
sustainability and resilience by proactively identifying and addressing potential risks and
increasing Bangladesh's economic growth.
11. Nguyen, M. T., Nguyen, T. B. H., Do, T. N. M., Nguyen, T. T. N., & Tran, T. K.
T. (2023). Influences Of E-Logistics Service Quality on Gen-Z Customer Satisfaction and
Loyalty in Mekong Delta, Vietnam (Doctoral dissertation, FPTU Cần Thơ)..The study
analises that the construction industry's primary purpose is to guarantee that construction
projects are performed quickly and effectively within the limitations of highest quality,
specified time frame, and lowest viable cost. These quality management practices are critical
in guiding organizations towards Customer Satisfaction and project success.
12. Teoh, K. B., Gan, K. H., Darishini, L., Umamageswari, U., Neoh, K. Y., Jivega,
N., ... & Ma, Y. Q. (2023). A Study on Customer Satisfaction of AirAsia Berhad.
International Journal of Tourism and Hospitality in Asia Pasific (IJTHAP), 6(3), 133-147.The
purpose of this research is to determine the influence on customer satisfaction of tangible,
assurance, and responsiveness. According to the findings of this research, tangible has a
substantial positive link with customer satisfaction, implying that tangible has a good
relationship with customer happiness among AirAsia customers.
13. Xu, Z., Zhu, G., Metawa, N., & Zhou, Q. (2022) stated that to determine which
marketing ethical practises of businesses will impact consumers' impressions of the
company's brand, this article combines empirical and theoretical methodologies. The
company's integrity level, corporate social responsibility, actions taken in corporate market
competition, and technical aspects of the impact on the dimensions of customer brand equity
are the five types of marketing factors that are not standardised through statistical analysis.

14. Bernarto, I., & Purwanto, A. (2022) stated that The findings demonstrate that
perceived risk has no detrimental impact on client satisfaction. Customer happiness is
positively impacted by the brand's reputation. Customer satisfaction is positively impacted by
the customer's perception of pricing fairness. Customer satisfaction increases when Japanese
restaurant meal prices become more reasonable.
15. Mohammad, S. (2021) stated that This study looked at whether or not there is an
actual link between the two. The author then looked at a garment brand's situation. Customer
satisfaction was broken down into three categories: (1) satisfaction with the garments, (2)
contentment with the sales service, and (3) satisfaction with the after-sale service. It was
anticipated that brand loyalty would have an impact on all three forms of satisfaction.
16. Mirza, F., Younus, S., Waheed, N., & Javaid, A. (2021) stated that Pakistan is
experiencing an enormous increase in the acceptance of western apparel shopping among
people. To bind this opportunity, it is necessary to understand ensure the repurchase intention
among customers. Hence this research article explored the impact of Service and Product
related attributes on Re-purchase Intention: Role of customer characteristics and customer
satisfaction in an apparel shopping context.
17. Diputra, I. G. A. W., & Yasa, N. N. (2021) stated that the following conclusions and
study findings are attained based on the analysis and debate that have been stated: (1) Brand
image is positively and significantly impacted by product quality. This implies that
consumers would perceive Samsung smartphones as having a better brand image when the
product quality is higher products.
18. Chan, T. J., & Goh, M. L. (2019)stated that the study aims to investigate the
relationship between service quality and customer satisfaction in a retail clothing company.
The study utilized the SERVQUAL model to guide the study. Purposive sampling was
applied in the study where quantitative (survey) method was employed with generating 140
valid responses.
19. Yeh, T. M., Chen, S. H., & Chen, T. F. (2019) stated that In Taiwan, several
factories have been converted into tourist factories that still perform production and
manufacturing tasks while also welcoming visitors in an effort to achieve operational
breakthroughs due to changing times and industrial structures. Each tourist factory has
10

distinctive tourism themes and offers guided tours, exhibitions, interactive activities, etc. in
addition to beautifully decorated rooms.
20. Schepers, J., & Nijssen, E. J. (2018) stated that This study demonstrates that brand
advocacy practises reduce customer happiness, particularly when dealing with
straightforward service problems (like maintenance) for newly released items. Fortunately,
under certain service settings, brand recognition can offset this detrimental effect.
21. Wang, Y., Lu, X., & Tan, Y. (2018) stated that the modelling strategy and estimating
method used in our work can be applied more broadly to enhance the creation of various
goods, particularly complicated ones, during the design and production phases. Frequently,
complex items are promoted as having a wide range of design elements. Manufacturers will
have difficulties in determining which qualities to enhance and add. Customers could also
have considerably greater expectations for complicated items.
22. Torres‐Moraga, E., Vásquez‐Parraga, A. Z., & Zamora‐González, J. (2018)

stated that the relationship satisfaction/loyalty is notably present when assessing items alone,
even if it is less pronounced than when evaluating brands alone, according to the results. Both
conventional (such as bottled wine) and novel (such as electronic) items exhibit this uneven
presence, while the latter exhibits it to a greater extent. When analysing the product and
brand together, the satisfaction-loyalty relationship is still evident, showing that the
relationship between the two remains in the middle.
23. Yang, K. F., Yang, H. W., Chang, W. Y., & Chien, H. K. (2017, December) Stated
that this study sought to determine if brand image has a beneficial moderating impact
between service quality and brand loyalty by measuring the psychological and physiological
aspects of Taiwan's Superdry's service quality, customer satisfaction, and brand loyalty. The
study's results showed that brand loyalty and service quality, regardless of their effects on
brand loyalty's psychological and physiological dimensions, are both positively correlated
with customer pleasure.
24. Kaul, D. (2017) stated that Retailers must eventually utilise customer satisfaction and
repeat purchase probability data to calculate customer lifetime value. Long-term competitive
advantage via value (CLV). Retailers' client bases will, however, decrease if they concentrate
all of their CRM efforts on maximising ROI and solely keeping customers with high CLV.
11

25. Babu, G., & Sultana, N. (2017) stated that A loyalty programme has the power to
draw a client back to a business time and time again. It motivates a customer to spend more
money on more merchandise. For creating and maintaining customer relationships and
retaining customers, loyalty programmes are helpful and crucial. That implies All initiatives
involving loyalt programmes are built around the idea that customer retention benefits.
Customer relationship management (CRM) is a technique used to build profitable, long-
lasting relationships with customers.
26. Kumar, P. (2016) stated that High end clothing stores sell various brands and
variations of designer clothing and apparel, and they cater to sophisticated and discerning
clients. These shops sell ethnic dress, western wear, office wear, and casuals to meet the
demands and fashion preferences of men, women, and children all under one roof. Increased
consumerism, higher disposable income, higher education levels, and double-income
households have all helped customers become more aware of their lifestyle choices.
27. Tsai, H. T., Chang, H. C., & Tsai, M. T. (2016) stated that from the perspective of
expectation-disconfirmation theory, this study looked at the factors impacting consumer
satisfaction and repurchase intent for online apparel businesses. By including the idea of
corporate social responsibility (CSR) and disconfirmed quality expectation, we created an
expanded model to explain repurchase intention.
28. Azim, M., Sadiq, M. W., & Humyon, A. A. (2016) stated that a closer examination
reveals that the servicescape is divided into two categories: hedonic servicescape and
utilitarian servicescape.Hedonic servicescape is a type of servicescape that significantly
influences client satisfaction.The enjoyment and fun have an impact on it the satisfaction of
spending a lot of time there, how the visit went, and whether or not the clients want to go
again.
29. Bai, Y., Li, C., & Niu, J. (2016) stated that Online apparel retailers are also known as
network retailers or original network retailers. The term "Taobrand" was first coined by the
Taobao platform in 2009. They allude to the well-known brands that emerged from C2C
stores and progressively grew in popularity on Taobao. emerging trend that might support the
businesses' success.
30. Zhu, D. H., Sun, H., & Chang, Y. P. (2016) stated that the results of this study,
which are based on S-O-R, show that informational and emotional support have a
12

considerable impact on CCB via consumer satisfaction with businesses in online brand
communities. Additionally, the informational and emotional support received from
businesses and other clients has a variety of impacts on client satisfaction.
31. Erdil, T. S. (2015) stated that Based on statistical analysis of the data, it has been
determined that the majority of the variables influencing customers' buy intentions in the
garment retailing industry are compatible with those that have been documented in the
literature. Price image, brand image, and perceived risk were mentioned as elements
influencing store image in the study's model. These elements also proposed to have a direct
impact on purchase intention as well as through the influence of shop image, which is
evaluated and incorporated in the model as a mediator.
32. Hui, S. L., & Yee, R. W. (2015). stated that due to the recent emergence of
numerous retail options, the fashion market has become more competitive. This research
proposes that an interpersonal relationship between employees and customers is an effective
means for companies to influence the purchase decisions and experiences of customers.
33. Hameed, S. (2015) stated that the most valuable resource a firm has is its customers.
Many organisations compete for clients in a cutthroat environment where businesses must
compete both offline and online. Customer happiness is viewed as a major differentiator and
increasingly has become a core component of corporate strategy while supplying textile
products. Brand loyalty may also be ensured by the high quality of the clothing item and the
extra social and environmental benefits.
34. Srivastava, M., & Kaul, D. (2014) stated that through consumer experience, social
contact is a strong determinant of satisfaction. According to Harris (2007), who suggested
that interpersonal connection is crucial in the process of creating a positive customer
experience, as this is what drives relationships between clients and staff members.
35. Gul, R. (2014) stated that he purpose of the research study is to determine how
crucial client loyalty is in the modern world. The world's companies operate and thrive thanks
to consumers, especially repeat and loyal ones. A person who regularly makes purchases or
plans to do so is considered a devoted customer.
36. Chinomona, R., & Dubihlela, D. (2014) stated that customers are prepared to pay
extra for the authorised or name brand because they believe it to be of greater quality. It
seems like the In order for the indirect information to have a substantial influence on the
13

consumer's perspective, it is essential to choose an endorser who is well-liked by customers

and who is well-known for having qualities that complement those of the product.
37. Gamboa, A. M., & Gonçalves, H. M. (2014) stated that client satisfaction has the
biggest beneficial influence on fans' loyalty, both directly and indirectly, therefore
organisations that want to build a loyal client base should respect it more (Figure 1).
Facebook is a communication tool that helps to increase consumer satisfaction, which in turn
strengthens client-brand connections.
38. Jaskulska, J. (2013) stated that building brand loyalty, reaching brand-loyal
consumers, and providing those customers with satisfied products are massive tasks that must
be accomplished by a firm to be dominant (i.e., long-term successful). This study sought to
identify devoted clients to apparel brands by examining their purchasing patterns, self-
perceptions, and demographics. Additionally, post-purchase effects based on apparel features
for brand-loyal clients were examined.
39. Shirin, A., & Puth, G. (2011) since it is no longer sufficient to only acquire new
consumers, retention and repurchase are vital elements of success in the current world,
loyalty is without a doubt a crucial marketing concept with significant consequences for any
organisation. Customer happiness is one of the most prominent factors in determining loyalty,
and while it has a significant impact, there are other factors, particularly those that are
fundamental to the consumer, that can have an impact on loyalty and repurchase behaviour.
40. Prasad, C. J., & Prakash, J. (2013) stated that online buying became more
significant during the COVID-19 epidemic. One facet of online purchasing is peer
recommendations for items. This form of marketing, also known as electronic word of mouth
(EWOM), is successful in internet marketing. This study looked at what influences customer
satisfaction and EWOM based on a survey of 206 Indonesian consumers.
41. Faldu, R. (2012) stated that This study's findings suggest that: (1) Visiting stores has
turned into a social activity. (2) People go to the mall at least once regardless of their
financial level. Individuals who are Single rather of shopping on weekends, they come to
hang out with pals in the evening. whereas on weekends, married folks visit in the evenings
with their families to go shopping and relax.
42. Cuc, S. (2010) stated that Customer satisfaction is now more important than ever for
all industries and commercial companies. In particular for the textile business, the essay
14

discusses consumer happiness. In the first section, the idea of customer happiness and where
it fits into the current management models and tools are presented. The primary ideas on
customer satisfaction with examples from the textile industry are as follows.
43. Mizani, M., Fakhri, M., & Silvianita, A (2010) stated that according to the data
analysis findings, the four variables—affective commitment, corporate image, customer
loyalty, and customer satisfaction—have higher AVE values and hence satisfy the criteria for
validity. The results of the outer loading test demonstrate that all indicators are reliable,
appropriate for study, and capable of be applied to other research. Positive outcomes may be
seen in each variable's effective application, and these results are consistent with one another.
Additionally, all of the variables included in the study had values above the average,
indicating that the research was accurate and reliable.
44. Thakur, A., Chauhan, S., & Botla (2010) stated that the purpose of the study was to
comprehend the impact of retail marketing methods on consumer happiness. Retail marketing
techniques include a number of different marketing activities to assist in getting the products
to the buyers. Every retailer's main goal is to make money, which can be accomplished by
growing sales, but those sales are entirely dependent on the patrons.
45. Oliver, R. L. (2010). Customer satisfaction. Wiley international encyclopaedia of

marketing. This study shows each of the focal determinants, namely expectations,
performance, and subjective disconfirmation, is defined, explained from a conceptual
perspective, and suggested as to how they might be used in satisfaction studies. Additionally,
several issues facing satisfaction researchers are explored and resolved throughout the
discussion.
15

CHAPTER 3
INDUSTRY PROFILE
16

3.1 Brief history of the industry

Reliance trends belongs to fashion retail chain industry in India. The retail industry in India is
expanding at one of the quickest rates, particularly in the past few years. There are organised
and unorganised segments within the Indian retail industry. With only 5% of the Indian retail
market held by the organised retail sector, the unorganised sector continues to dominate the
country's retail market. Nonetheless, the business is growing in popularity and organisation
these days due to shifts in customer tastes and inclinations. The new store formats, such as
hypermarkets, supermarkets, discount stores, and specialty shops, are being adopted by the
traditional Indian markets. With the advent of Western-style malls in both large cities and
smaller villages, Indian shoppers may now have a shopping experience unlike anything they
have ever experienced before. One of the most accurate measures of India's retail prospects is
the growth in the number of young people working. The retail service sector is growing due
to factors including high pay packages, the increase of working women, and the ubiquity of
nuclear families in urban regions. India's expanding economy combined with more affluent
and discerning consumers who seek a broader selection of goods would give the textile and
apparel industry a greater local and international market for its goods. Over the last 10 years,
India's organised retailing sector has grown significantly thanks to favourable demographics,
growing customer demands, and improved brand awareness. Accordingly, there have been a
lot of changes in the fashion sector throughout time in terms of the types and positioning of
brands, goods, formats, and the entry of new competitors. These days, shopping centres
provide a significantly wider range and variety of fashion brands in every subcategory,
including bags, shoes, accessories, and apparel. Since organised retail establishments started
to arise in smaller towns, clothing stores have not just they have penetrated Tier 2 and Tier 3
cities in addition to growing in metropolitan regions.
The key trends witnessed in the fashion category over the years include:
o A rise in the number of premium fashion labels.

o The entry of quick fashion stores and more recent international names in India; and
therefore, an increase in the demand for high-quality Class A retail space
o Fast fashion stores starting to appear as mall anchors
o Fashion retailers are adopting newer formats and technology.
o Western wear and fusion wear are becoming more popular;
o Retailers are customising their real estate strategies for different micro markets;
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3.2 Industrial Performance- Global, National & International

GLOBAL: With billions of clothing things and embellishments created every year and
billions of customers around the world, the worldwide piece of clothing industry could be an
advanced, enormous machine. The around the world clothing and extra trade was anticipated
to produce over 1.5 trillion dollars in revenue by 2022. Although most of the most brands
within the clothing commerce are from North America or Europe, much of their make and
fabricating takes put abroad, essentially in Asia where compensation is cheaper. China
accounted for around one-third of worldwide attire sends out in 2021, making it the world's
best supplier of attire. This deciphered to an esteem of trades of nearly 176 billion dollars.
With almost 30 percent of the world's article of clothing trades, the EU was the second-
biggest attire exporter behind China as an exchange union.
That year, the generation of attire utilized over 761 thousand individuals within the EU.
When it came to clothing imports, the EU was moreover a critical member, topping the
rankings by a wide edge. With attire imports esteemed over $100 billion, the Joined together
States came in moment. In spite of social and moral issues encompassing attire sourcing,
numerous well-known quick design companies outsource their fabricating to abroad
production lines, with China being the driving area of production lines brands such as Inditex
Bunch or HandM utilize. Over a long time, activities coming from the design industry to
make the supply chain more straightforward and moral succeeded in making numerous
brands uncover their supply chain relations. Based on the sum of data they provide as to their
supply chain hones and approaches, numerous brands have as of now been recognized as
making adequate endeavours, whereas others were still seen to be missing.
NATIONAL: One of the worldwide marketplaces with the speediest rate of development in
later a long time has been the article of clothing retail segment in India. In spite of all the
pandemic-induced limitations, the article of clothing trade shows up to be making a
comeback, at slightest based on the information, in spite of the approaching wrath of the
infection ruining it in 2020.Following the scourge, attire started to grow by twofold digits in
late 2021, while Omicron cases in India proceeded to decrease. Due to the plague, clients had
been cooped up inside their houses for a couple of a long time, subsequently the essential
cause of this double-digit rise was their choice to step exterior and shop for retaliation. It is
critical to distinguish and look at the contributing components, in spite of the fact that. In any
case, it is vital to discover and analyse the variables that have been instrumental within the
18

development of the Indian attire retail market and how the situation will be in 2022 and past.
Yes, Indian design retail is balanced for power. The restoration begun at some point in late
2021, when people bought everything, they couldn’t in 2020 and early 2021, particularly
attire and design adornments.
With the immunization drive picking up a critical pace all through the year and schools and
workplaces opening in numerous parts of the nation, a rise in shopper certainty and richness
was seen. This certainty and excitement drove individuals to the apparel/footwear stores
within the city and purchase the things of their choice.
INTERNATIONAL: International fashion retailing is a dynamic and ever-evolving industry

that involves the buying, selling, and marketing of clothing, accessories, and other fashion-
related products on a global scale. This sector is characterized by its fast-paced nature,
influenced by changing consumer preferences, cultural trends, and economic factors. Here are
key aspects of international fashion retailing:
1. Globalization and Market Expansion: Fashion retailers often strive to expand their
presence beyond domestic markets to capitalize on the opportunities offered by the global
marketplace. International expansion involves careful consideration of cultural differences,
consumer behaviours, and local regulations.
2. Supply Chain and Production: Global fashion retailers manage complex supply chains
that span multiple countries. This includes sourcing materials, production, and distribution.
Outsourcing production to countries with lower labour costs is a common strategy, leading to
the creation of international networks of suppliers and manufacturers.
3. E-Commerce and Digital Transformation: The rise of e-commerce has transformed the
way fashion is bought and sold internationally. Online platforms enable retailers to reach a
global audience, breaking down geographical barriers. Digital marketing and social media
play a crucial role in promoting international fashion brands and connecting with a diverse
customer base.
4. Cultural Sensitivity and Localization: Successful international fashion retailers

understand the importance of cultural sensitivity. Adapting products and marketing strategies
to suit local tastes and preferences is essential. Some brands opt for localization strategies,
collaborating with local designers or influencers to resonate with regional audiences.
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5. Fast Fashion and Trend Cycles: The international fashion industry is characterized by
fast fashion, where trends are quickly produced and made available to consumers at
affordable prices. Retailers need to stay ahead of trends and adapt swiftly to changing
consumer demands, often necessitating efficient supply chain management.
International fashion retailing is a multifaceted industry that requires a keen understanding of

global markets, cultural nuances, and rapid adaptation to emerging trends. Successful brands
navigate these complexities to establish a strong global presence and connect with diverse
consumers worldwide.
3.3 Prospects and Challenges in the industry
Prospects of the Apparel Retailing Industry
1. Global Market Expansion: The apparel retailing industry has the potential for global
expansion. With the rise of e-commerce and the ability to reach consumers worldwide,
retailers can tap into new markets and diverse consumer bases.
2. E-Commerce Growth: The growth of online retailing presents significant opportunities

for apparel retailers. E-commerce platforms provide a convenient way for consumers to shop
for clothing, and retailers can leverage digital marketing and technology to enhance the
online shopping experience.
3. Personalization and Customer Experience: The industry can benefit from advancements
in technology to personalize the shopping experience. Data analytics and artificial
intelligence enable retailers to understand consumer preferences better, leading to
personalized recommendations and improved customer satisfaction.
4. Sustainability and Ethical Practices: Increasing consumer awareness and demand for
sustainable and ethically produced clothing present opportunities for retailers. Brands that
adopt eco-friendly practices, use sustainable materials, and promote ethical manufacturing
can attract environmentally conscious consumers.
5. Fast Fashion and Trend Cycles: The fast fashion model, characterized by quickly
responding to changing trends and delivering affordable clothing, can be a significant
prospect. Retailers that effectively manage their supply chains and stay agile in responding to
fashion trends can thrive in this environment.
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Combining online and offline channels through omni-channel strategies can enhance the
overall shopping experience. Retailers can leverage both physical stores and e-commerce
platforms, allowing customers to seamlessly transition between online and offline channels.
Challenges of the Apparel Retailing Industry
1. Intense Competition: The apparel retailing industry is highly competitive, with numerous
brands vying for consumer attention. Standing out in a crowded market and differentiating
from competitors can be a significant challenge.
2. Supply Chain Complexity: Managing a complex and global supply chain, especially
when sourcing materials and production are dispersed across different regions, poses
challenges. Supply chain disruptions, logistics issues, and fluctuating costs can impact the
industry.
3. Consumer Behaviour Shifts: Rapid changes in consumer preferences and shopping

behaviour, influenced by factors like social media, can pose challenges for retailers. Staying
attuned to shifting trends and adapting to changing consumer expectations require flexibility
and agility.
4. Rising Costs and Margins: The industry often faces challenges related to rising
production costs, including labour, materials, and overhead expenses. Balancing the need for
affordable pricing with maintaining profit margins is a constant concern for apparel retailers.
5. Sustainability Implementation: While sustainability is a prospect, it also presents

challenges. Implementing sustainable practices, sourcing eco-friendly materials, and adhering
to ethical manufacturing standards may entail higher costs initially, impacting profit margins.
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CHAPTER 4
COMPANY PROFILE
22

4.1 Brief history of the organisation & current board of

directors/organisational chart
HISTORY OF RELIANCE TRENDS PVT LTD.
Reliance Trends is a fashion and retail subsidiary of Reliance Retail, which is part of the
Reliance Industries Limited conglomerate in India. Reliance Trends operates a chain of
apparel and accessory stores across India, offering a wide range of clothing for men, women,
and children, as well as accessories and footwear.
Reliance Trends was established as a retail brand under Reliance Retail and was officially
launched in 2007. Over the years, Reliance Trends has expanded its presence across India,
opening numerous stores in various cities and towns. The stores offer a diverse range of
fashion and lifestyle products, including clothing, accessories, and footwear. They cater to
different age groups and style preferences. Reliance Industries has been working on
integrating its various retail ventures, including Reliance Trends, with its online grocery
platform, JioMart, to create a comprehensive e-commerce ecosystem.
RELIANCE RETAIL ORGANISATION CHART
DAMODAR MALL
(CHIEF EXECUTIVE OFFICER)
UDIPTA DAS LUCKY SINGH RAM HONAP
(HEAD DESIGNER) (CFO) (HR- SUPPLY CHAIN)
NIVEDITA YADAV SHARAD JOGI AJITH KUMAR
(CHIEF MARKETING (SOURCING AND (MANAGER SERVICE)

MANAGER) PROCUREMENT)
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24

4.2 Mission, Vision Statement and Quality Policy Followed

▪ Mission: To become India’s largest retailer delivering superior value to its customers,
suppliers and shareholders.
VISION STATEMENT
To be the most admired and successful organized Retail Company in India thatmaterially
enhances the quality of life of every Indian.RelianceTrendsstarted its business as private label
brand. RelianceTrendsis great example of a brand taking advantage of Facebook Marketing.
With an objective tounderstand the shoppingbehaviorsof consumers and drive traffic to their
stores,RelianceTrends set up ‘TrendsSpotting’, a feedback app on their Facebook page
andrewarded their fans for their valuable feedback with a discount voucher.
QUALITY POLICY
Our key directive is complete customer satisfaction. We provide our customers with product
and services that confirm to all requirements. We develop quality objectives at appropriate
level to ensur those requirements are effectively addressed in our business.We are fully
committed to continuous improvement as a strategic approach to achieve these quality
objectives.
Our policy and associated quality objectives are reviewed and communicated to all
employees on a regular basis. At Reliance Enterprises our employees adhere to and contribute
to the efficiency of our quality system in every aspect of our business. Our commitment
guarantees to provide our clients with uncompromising quality and service. This is achieved
through a team approach where all the members are aware of the company objectives and
work within their own discipline to make an effective contribution. To verify that the supply
made to our clients exact specifications, our quality control team combines technical
expertise, knowledge of industrial standards and the latest inspection tools and machines to
meet all requirements. Particular attention is paid to high quality, tolerance and traceability.
Our quality assurance program maintains the highest level of quality and actively contributes
towards establishing and achieving the corporate objectives
These principles are:
o We strive to be the best in our industry.

o We care about our customers, our suppliers and partners.
o We do our absolute best to honor our commitments.
- RELIANCE ENTERPRISES.
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4.3 Business Process of the Organisation- Product Profile

Reliance Retail, being a large conglomerate with diverse retail businesses, engages in various
business processes across its different divisions. The business processes can include
procurement, supply chain management, retail operations, customer service, and more..
Here is a general overview of some common business processes that are typically associated
with retail operations:
1. Procurement and Sourcing: Reliance Retail would engage in the process of procuring
goods and services, negotiating with suppliers, and ensuring a stable supply chain for its
various retail outlets.
2. Supply Chain Management: This involves the planning, sourcing, manufacturing, and
distribution of products to ensure they reach the retail outlets efficiently. An effective supply
chain is crucial for maintaining inventory levels and meeting customer demand.
3. Merchandising: Reliance Retail would engage in strategic merchandising, which involves

selecting and purchasing the right mix of products to meet customer demand and preferences.
This includes product assortment, pricing, and promotional strategies.
4. Retail Operations: This involves the day-to-day activities within each retail outlet,
including inventory management, sales transactions, staffing, and customer service. Retail
operations aim to create a seamless and positive experience for customers.
5. Customer Relationship Management (CRM): Building and maintaining relationships

with customers is a key aspect. CRM processes involve understanding customer preferences,
managing loyalty programs, and addressing customer feedback and concerns.
6. Technology Integration: Reliance Retail may leverage technology for various aspects of
its operations, including point-of-sale systems, inventory management, and customer
analytics.
7. E-commerce Operations: In recent years, there has been a growing emphasis on e-

commerce operations. This involves managing online sales platforms, order fulfillment, and
ensuring a positive online shopping experience.
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RELIANCE TRENDS PRODUCT PROFILE
• Apparel: Reliance Trends offers a wide variety of apparel, including casual wear,
formal wear, activewear, ethnic wear, and more. This encompasses a range of styles,
designs, and sizes to cater to different customer preferences.
• Accessories: The store may also feature a selection of accessories such as handbags,
wallets, belts, scarves, and hats to complement the clothing offerings.
• Footwear: Reliance Trends usually includes a footwear section with options for men,
women, and children. This may include shoes, sandals, and other types of footwear.
• Kid's Wear: A dedicated section for children's clothing, covering various age groups,
is common in Reliance Trends stores.
• Seasonal Collections: The product range often follows seasonal trends, with specific
collections for spring/summer and autumn/winter, reflecting the latest fashion trends.
• Private Labels: Reliance Trends may feature private label brands, which are
exclusive to the retailer. These brands offer a unique selling proposition and are often
designed to cater to specific customer segments.
The own brand portfolio includes:
1. Rio - a vibrant range of snazzy trends for young women

2. Fig - fashion wear for discerning, independent & working women
3. Avaasa - a range of Indian wear for women offering the finest collection of Salwar
Kurtas, Churidars and a fast-evolving Mix n Match range of garments
4. Fusion – a range of fusion wear for women where east meets west & style meets
comfort
5. Hushh - the lingerie line for women offers an extensive range of innerwear and
sleepwear
6. Frendz - range of garments that complements the wardrobes of the growing
generation of boys and girls
7. Pureza – a collection of pure Cotton & Linen shirts for men
8. Network – offering a range of garments which comprises of formal office wear
collection for men and women
9. Netplay - range showcases a smart casual collection for the evolving workplace
10. The DNMX - range has been developed with a clear focus on the youth of India,
offering them exclusively crafted fashion garments like Denims, T shirts etc.
27

11. Performax - the specialized sportswear or active wear brand, which supports
performance in sporting activity
12. Graviti - the innerwear range for men offering the best of inner and lounge wear
13. Point Cove – Kidswear brand that features bold colors bringing the California spirit to
India.
4.4 Strategies- Business, Pricing & Management

RETAIL STRATEGY
• Target Market: Being a specialist store for garments, Reliance Trends offers a deep
and limited selection of products.It provides products for every age group, including
women's, men's, and infant.Sixty percent of all these customers are between the ages
of 19 and 29. Its target client base is therefore considered to be youthful. Males and
females in equal amounts make up its target group for the dependence trend; no one
segment is given precedence. The product is primarily targeted at the middle and
higher middle classes, with a price range ranging from ₹ 299 to ₹ 3000.
• Reliance uses different types of promotion strategies like advertising, sales
promotions, events, personal selling etc. It mainly advertises its offers through printed
brochures, broadcast ads etc. The brand ambassadors are mainly the common people.
It offers premiums, gifts, samples etc of their products.
• Reliance Retail has adopted a multi-prong strategy and operates a wide array of store
formats that cater to planned shopping needs, as well as daily or occasional needs of
the customers across major consumption in Fashion & Lifestyle through Trends.
PRICING STRATEGY
Dependency Trends has a high/low price strategy. It offers savings of up to 50% (depending
on the brand) between January and July, which are the end of the season. Additionally, for
holidays like Dusshera, Diwali, Holi, etc., additional discounts are offered. The business
offers reward points on loyalty cards and price bundling (buy one get one free or buy three
for Rs. 600) in order to compete with other stores. In addition, if a customer purchases
merchandise for Rs. 5,000, they would receive 10%–20% off their subsequent purchase.
RelianceTrends bases their pricing strategy on cost. The cost of the goods is increased by a
markup to determine the retail price.Additionally, they give loyalty cards and alluring deals
28

like "Shop for Rs. 2999 and Get Clothes Worth Rs. 1500 Free at RelianceTrends" to their
regular shopper programme. By offering this, they hope to win over customer loyalty.
HUMAN RESOURCES: STORE HIERARCHY
• Role of store manager - The store manager is in charge of that specific store. They are
employed centrally through a variety of channels, including internal
promotion/transfer, job portals, university placement, and reference checks. To turn a
profit on the shop.to understand the needs of the client.observing the prevailing
trendsBoost the store's conversion rate:Reliance Trends' ideal conversion rate is 30%,
although the project's shop has a 35% conversion rate. Hire every worker in the
specific store who is not a store manager.
• Role of store department - Oversee and oversee certain departments, such as the
children's, men's, and women's sections.Preserve the designated department's SKUs.
• Role of team leader - Any department store sector is assigned to them. For instance,
men are assigned to either the formal or casual sections of the section.
• Role of sales associate - Communicate with the client Help the client anytime they
want assistance.Reliance Trends trains its staff based on their prior experience, if any,
and present role.Employees are given 15 minutes to complete the sales associate
profile.
STORE LOCATION
Main Street is home to Reliance Trends, a conventional retail centre in the secondary
business zone. The majority of the traits of a Central Business District (CBD) are shared by
main streets. They selected this site since the store's occupancy costs are somewhat less than
those of the CBD.It can be found at Buddha Colony, Patna, on East Boring Canal Road.Both
Boring Road and Boring Canal Road are posharea and are located next to each other. This is
where the majority of the wealthy people reside. They may thus be prospective clients.
29

4.5 SWOT Analysis of the Company
STRENGTH WEAKNESS
o Good location: Trends choses the right location o Limited differentiation- although Reliance
for their store, where its profitable and Trends offers a wide range of products,
reachable to their target audience. there is a lack of differentiation from its
o Established brandname: Reliance is a well competetion in terms of design and
known brand in india that has good reputation quality.
for quality and affordability. o Inadequate customer service- there could
o Wide range of products: Reliance Trends offers be concerns regarding the level of
variety of clothing, footwear, accessories for customer service provided by the store.
men and women and children o Underdeveloped online presence- the store
o Affordable pricing: Reliance Trends offers is not having online presence which could
products at affordable prices that attract deter younger or tech.
customers from different socio-economic
backgrounds.
OPPORTUNITIES THREATS
o E-commerce expansion: the store could benefit o Competetion: reliance trends is likely to
from expanding its online shopping platform to face stiff competetion from various local
cater to a wider audience. and national clothing retailers, which
o Increased marketing efforts: Reliance Trends could impact customer retention and
could invest in more promotional and aquasition (eg. Zudio)
advertising activities to reach out to a larger o Economic slowdown: a slowdown in the
customer base. economy could lead to reduced customer
o Expansion: there could be potential to open spending on non- esssential items.
more varity of trends (footwear, digital, fresh) o Changing customer preferences-
in same location for better visibilityand customers preferences for fashion could
accessibility. shift, and Reliance Trends may not be able
o Personalized: There could be opportunities to to keep up with the latest trends, resulting
provide personalised styling services to in a loss of markt shaE
customer to enhance customer experience.
30

CHAPTER 5
RESEARCH METHEDOLOGY
31

5.1 Statement of the Problem

The purpose of the study is to analyse the customer statisfaction levels of the customers in
accordance with reliance trends pvt ltd. The title of our study is “A Study on Customer
Satisfaction With Special Reference to Reiance Trends”. This project is carried out to
understand the company’s product awareness among customers and to find major factors that
influence customer satisfaction, sideby identifying the company’s shortcomings and
suggesting solutions.
5.2 Research Design

Research design refers to the overall plan or structure that guides the process of collecting,
analyzing, and interpreting data in a research study. It is a blueprint that outlines the steps,
procedures, and methods that researchers will follow to address their research questions or
objectives. A well-constructed research design is essential for ensuring the validity and
reliability of the research findings. The research design used for this project is;
▪ Descriptive Design: Descriptive research aims to describe the characteristics or

behaviors of a population. Researchers use questionnaires to gather data that helps
paint a detailed picture of the target group.
5.3 Sample Design

Sample design refers to the method and process of selecting a subset (sample) from a larger
population for a research study. It involves decisions on how to choose participants to ensure
the sample is representative and provides reliable insights. The sample design used for this
project is random sampling random sampling.
5.3.1 Population
The population refers to the entire group of individuals, items, or elements that the researcher
is interested in studying. It is the larger collection from which a sample is drawn, and the
findings from the sample are generalized back to the population. The population represents
the broader group that the researcher aims to make inferences about based on the data
collected from the selected sample.
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5.3.1 Sampling Technique
Random sampling is a sampling technique where every individual in the population has an
equal chance of being selected for the sample. It involves a random and unbiased selection
process, ensuring that each member of the population has an equal probability of being
chosen. This method helps in creating a representative sample that reflects the characteristics
of the entire population.
5.3.2 Sampling Size
The sample size refers to the number of individuals, items, or data points selected from a
larger population for a study. The appropriate sample size depends on various factors,
including the research objectives, the level of confidence desired, the variability within the
population, and the chosen statistical methods. “The sample size used for the analysis of this
study is 100”.
5.4 Data Collection Design

Data collection design involves planning and organizing the methods and procedures for
gathering information or data in a research study. It is a crucial step in the research process
and requires careful consideration of various factors.
Here are key elements in data collection design:
• Objectives: Clearly define research goals.

• Population and Sample:Identify target group and sample criteria.
• Methods:Choose data collection methods.
• Instruments: Develop or select tools.
• Procedures: Outline step-by-step data collection.
• Pilot Testing: Test procedures and instruments.
• Data Management: Establish storage systems.
• Timeline and Budget: Plan schedule and estimate costs.
• Training: Train data collectors.
• Quality Control: Implement consistency checks.
• Analysis Plan: Specify data analysis methods.
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5.4.1 Data Sources
To achieve the goals of the study, both primary and secondary data were gathered.
• Primary data refers to information collected directly from original sources for a
specific research purpose. This data is firsthand and is gathered through methods such
as surveys, interviews, observations, or experiments. It is tailored to address the
specific objectives of a research study and is unique to that particular investigation.
• Secondary data refers to information that has already been collected by someone else
for a purpose other than the current research. It is not gathered directly from the
original source but is instead obtained from existing sources, such as published
research papers, government reports, or databases. Secondary data can be useful for
contextualizing or supplementing primary research.
5.4.2 Data Collection Tools
A data collection tool is a systematic method or instrument used to gather information for a
research study or analysis. It can take various forms, such as surveys, questionnaires,
interviews, observations, or experimental instruments. The purpose of these tools is to collect
accurate and relevant data to address specific research objectives. The tools used in this
project are as follows:
• Questionaire: A questionnaire is a structured data collection tool that consists of a

series of written or verbal questions designed to gather information from individuals.
It is a common method in survey research and can be administered in various formats,
including paper-based, online, or through interviews. Google forms were used for this
purpose. It is a web-based application developed by Google that allows users to
create and distribute surveys and forms. It offers a user-friendly interface for
designing questionnaires, quizzes, or feedback forms.
• Interview Method: The interview method, a qualitative research technique, involves
direct interaction between a researcher and participants to glean in-depth insights into
their experiences, opinions, or behaviors. The versatility of interviews is reflected in
various types, including structured, semi-structured, and unstructured formats.
Researchers carefully design interview guides tailored to their study objectives,
posing questions that encourage thoughtful responses. The role of the interviewer is
pivotal, requiring effective communication skills, empathy, and adaptability to foster
a comfortable environment for participants. Whether conducted in person, over the
34

phone, or through video, interviews provide an avenue for flexibility, enabling

researchers to explore unexpected avenues during the conversation.
5.4.3 Data Analysis tool
Pie chart, bar diagram, csta formula etcc… has been used to analyse data. The choice of a
data analysis tool depends on factors such as the size and complexity of your dataset, your
familiarity with programming languages, and specific analysis requirements. Many analysts
and data scientists often use a combination of tools based on the tasks at hand.
35

CHAPTER 6
DATA ANALYSIS & INTERPRETATION
36

6.1 AGE COMPOSITION
The table showi ng age composition of the respondents/customers of Reliance Trends:
AGE GROUP NO. OF RESPONDENTS PERCENTAGES
20 or below 65 64.6%
21 to 30 27 27.3%
31 to 40 8 8.1%
41 to 50 0 0%
50 above 0 0%
Total 100 100%
Table 6.1
The chart showing age composition of the respondents/customers of reliance trends:
Chart 6.1
INTERPRETATION
As we can see, majority of the respondents with 64.6% belong to the age group of 20 or
below , the next majority being 21 to 30 with 27.3% and rest 8% being the respondents from
age group of 31 to 40.
37

6.2 CUSTOMER AWARENESS
The table showing how people get to know about Trends:
FACTORS NO. OF RESPONDENTS PERCENTAGES
Popularity 55 54.5%
Advestising 21 21.2%
Social media 10 10.1%
Word of mouth 14 14.1%
Search engine 0 0%
Total 100 100%
Table 6.2
The chart showing how people get to know about Trends:
Chart 6.2
INTERPRETATION
As we can see, majority of the respondents being 54.5% became aware about Trends through
its brand popularity, 21.2% by advestising, 10% through social media and 14% by word of
mouth.
38

6.3 REASONS FOR VISITING
The table depicting reasons for customers visiting store:
PERIODS NO. OF RESPONDENTS PERCENTAGES
Monthly 38 38.4%
quarterly 32 32.2%
During festive reasons 12 12.1%
Durimg offers 14 14.1%
Never 4 4%
Total 100 100%
Table 6.3
The chart depicting reasons for customer visiting store:
Chart 6.3
INTERPRETATION
38.4% of our respodents visit Trends during the period of offers, 32.3% of respondents visit
during festive seasons, 14.1% visit monthly to the showroom, and 12.1% of respondents visit
quarterly. Hence, we can understand that offers and festive seasons attract customer the most.
39

6.4 BRANDS OFFERED
The table showing satisfaction levels with the brands offered by Reliance Trends :
SATISFACTION LEVELS NO. OF RESPONDENTS PERCENTAGEs

Yes 40 40%
No 16%
Maybe 44 44%
Total 100 100%
Table 6.4
The chart showing satisfaction level with the brand offered by Reliance Trends:
Chart 6.4
INTERPRETATION
As you can see in pie chart: i ; 40% of the respondents are satisfied with the brand varients
offered by Reliance Trends, 16% are not satisfied and 44% being the majority has voted for
the option maybe to their satisfaction levels with the brands at Trends. Through this we can
half an understanding that more than half of the population is not sure and are dissatisfied
with their brand preferrances at Reliance Trends. Athough Half of the rest population is
actually satisfied with brands offered here. Hence we can say that brands as satisfactry at
reliance trends, but there is more room for improvement.
40

6.5 PRODUCT QUALITY
The table showing satisfaction levels with the quality of products purchsed at Reliance
Trends:
SATISFACTION LEVEL NO. OF RESPONDENTS PERCENTAGES
Very satisfied 26 26%
Satisfied 44 44%
Neutral 21 21%
Dissatisfied 6 6%
Very dissatisfied 3 3%
Total 100 100%
Table 6.2
The chart showing satisfaction levels with the quality of products purchased at Reliance
Trends:
Chart 6.2
INTERPRETATION
As shown in pei chart: ii ; 44% being the majority have voted to be satisfied with the quality
of products at Trends, 26% being very satisfied at it, 21% neutral about the quality offered
and only 6% being dissatisfied with the quality of products at Reliance Trends. This indicates
that quality offered at reliance trends are very well satisfactory connsidering the least
percentage of respondents being dissatisfied and majority being satisfied.
41

6.6 COLLECTION OF APPARELS
The table showing the satisfaction levels with the collection of apparels at Reliance Trends:
SATISFACTION LEVELS NO. OF RESPONDENTS PERCENTAGES
Very satisfied 6 6%
Satisfied 31 31%
Neutral 57 57%
Dissatisfied 6 6%
Total 100 100%
Table 6.3
The chart showing the satisfaction levels with the collection of apparels at Reliance Trends:
Chart 6.3
INTERPRETATION
As shown in pie chart: iii ; 57% being the majority are neutral about their satisfaction towrads
the collection of apparels offered by Reliance Trends, 31% being satisfied and 6% being very
satisfied & dissatisfied. More than half of the population voting option neutral & dissatisfied
indicates room for improvement but can survive in the market with current rangE.
42

6.7 MENSWEAR COLLECTION
The table showing ratings given to menswear collection at Reliance Trends:
RATINGS NO. OF RESPONDENTS PERCENTAGES
0 6 6%
1 4 4%
2 32 32%
3 36 36%
4 18 18%
5 4 4%
Total 100 100%
Table 6.4
The chart showing the satisfaction levels with the collection of apparels at Reliance Trends:
Chart 6.4
INTERPRETATION
As shown in bar diagram: i ; majority of respondents (36%) rated 3 for their satisfaction
towards mewswear and 32% rated 2, 6% rated 0, 18% rated 4, 4% rated 5. As majority
rating are 2 & 3 we can say menswear isn’t doing well at Reliance Trends.
43

6.8 WOMENSWEAR COLLECTION
The table showing ratings given to womenswear collection at Reliance Trends:
0 2 2%
1 2 2%
2 12 12%
3 40 40%
4 36 36%
5 8 8%
Total 100 100%
Table 6.5
The table showing ratings given to womenswear collection at Reliance Trends:
Chart 6.5
INTERPRETATION
As we can see in bar diagram: ii majority respondents being 40% have given womenswear 3
as rating and next majority being 36% is being given to rating 4 , 12% rated 2, 8% rated 5 and
2% rated 0 & 1. Majority of the ratings are 3 & 4 indicating that womenswear is doing better
comparitive to menswear although there is room for improvement.
44

6.9 KIDSWEAR COLLECTION
The table showing the ratings given to kidswear collection at Reliance Trends:
0 2 2%
1 2 2%
2 4 4%
3 25 25%
4 57 57%
5 10 10%
Total 100 100%
Table 6.6
The chart showing the ratings given to kids wear collection at Reliance Trends:
Chart 6.6
INTERPRETATION
As you can see in bar diagram: iii ; the majority of respondents have rated kids wear 3 (25%)
and 4 (57%) and 10% gave 5 as the rating this encompases more than 90% of the
respondents. Hence we can conclude that customers are well satisfied with kidswear at
reliance trends.
45

6.10 CLEANLINESS AND AMBIENCE
The table showing satisfaction levels with the cleanliness and ambiance of the store:
Very satisfied 15 15.2%

Satisfied 75 75.8%
Neutral 8 8.1%
Dissatisfied 0 0%
Total 100 100%
Table 6.7
The chart showing satisfaction levels with the cleanliness and ambiance of the stores:
Chart 6.7
INTERPRETATION
As shown in pie chart: iv ; we can see that 75.8% of the respondents are satisfied with the
cleanliness at reliance trends, 15.2% are very satisfied, 8.1% voted neutral towards their
satiosfaction with cleanliness. No respondents have voted dissatisfaction towards the
shoreroom’s cleanliness. Hence we can conclude that customers are satisfied with the
cleanliness offered at Trends.
46

6.11 PRICE RANGES
The table showing satisfaction levels with the price ranges of apparels at Reliance Trends:
SATISFACTION LEVELS NO OF RESPONDENTS PERCENTAGES

Very satisfied 1 1%
Satisfied 24 24%
Neutral 62 62%
Dissatisfied 11 11%
Total 100 100%
Table 6.8
The chart showing satisfaction levels with the price ranges of apparels at Reliance Trends:
Chart 6.8
INTERPRETATION
As shown in pie chart: v ; 62% of the respondents have voted neautral towards their
satisfaction for price ranges offered at Reliance Trends, 24% are satisfied, 11% are
dissatisfied, rest are very satisfied and very dissatisfied. Through this we get an
understanding that there is room for improvement in the price ranges offered at reliance
trends as most of the respondents tends to be not sure about it.
47

6.12 LOYALTY PROGRAMMES
The table showing satisfaction levels with the loyalty program and discounts offered:
Very satisfied 24 24%

Satisfied 32 32%
Neutral 29 29%
Dissatisfied 9 9%
Total 100 100%
Table 6.9
The chart showing satisfaction levels with the loyalty program and discount offered:
Chart 6.9
INTERPRETATION
As shown in pie diagram: vi ; 32% are satisfied with the loyalty programmes offered at
Reliance Trends, 29.3% are neutral, 24.2% very satisfied, rest are dissatisfied and very
dissatisfied. Respondents are majoritily satisfied, very satisfied and neautral towards the
discounts and loyalty programmes offered. Hence we can say that although there is room for
improvement, it is survivavble for the current period.
48

6.13 TREND UPDATION
The table showing satisfaction level with the trend updation at Reliance Trends:
Yes 30 30%
No 34 34%
Maybe 36 36%
Total 100 100%
Table 6.10
The chart showing the satisfaction levels with the trend updation at Reliance Trends:
Chart 6.10
INTERPRETATION
As we can see in pie chart: vii ; 36% of the respondents voted maybe, 34% voted no and 30%
voted yes for the given question. As the majority does not lean towards the favour of the
statement, we can say that reliance trends has not completely succeded in keep up with
fashion updations over the period.
49

6.14 OVERALL SHOPPING EXPERIENCE
The table showing satisfaction levels with overall shopping experience at Reliance Trends:
Excellent 11 11%
Very good 19 19%
Good 40 40%
Fair 22 22%
Poor 8 8%
Total 100 100%
Table 6.11
The chart showing the satisfaction levels with overall shopping experience at Reliance
Trends:
Chart 6.11
INTERPRETATION
As shown; 40% of the respondents rated good for the overall shopping experience at
Reliance Trends, 22% rated fair, 19% rated very good, 11% rated excellent, 8% rated poor.
50

6.15 PURCHASING DECISION
The table showing factors that effect purchasing decision of customers:
FACTORS NO. OF RESPONDENTS PERCENTAGE

Fahion and trends 34 34%
Comfort and quality 54 54%
Brand value 7 7%
Pricing 3 3%
Others 2 2%
Total 100 100%
The chart showing factors that effect purchasing decisions of customers:
INTERPRETATION
As we can see, 54% being the majority of respondents has opted for comfort and quality to be
the factor that influenced their purchasing decision, 34% being fashion and trends, 7% opted
for brand value and rest for pricing and other factors.
51

6.16 EXAMINING CUSTOMER SATISFACTION LEVEL
Customer satisfaction is of paramount importance for businesses as it directly influences their

success and longevity. Satisfied customers are more likely to remain loyal, make repeat
purchases, and recommend products or services to others. The most common CSAT scale
ranges from different levels of satisfaction, 1 to 5 or 1 to 10, with higher scores indicating
higher levels of satisfaction. The formula for calculating CSAT is: CSAT= (Total Number of
Respondents/Number of Satisfied Customers )×100
CSAT SCORE OF RELIANCE TRENDS
s.no Satisfaction Heads CSAT Total

Score
1. Brands offered 40 100

2. Quality of products 70 100
3. Collection of apparels 37 100
4. Menswear 22 100
5. Womenswear 42 100
6. Kidswear 67 100
7. Cleanliness 91 100
8. Price range 26 100
9. Discounts and loyalty programmes 56.5 100
10. Fashion updation 30 100

11. Shopping experience 70 100
Table 6.15
Total CSAT score percentage:
551.5/1100* 100 = 50.13%
52

CHAPTER 7
FINDINGS, SUGGESTIONS AND CONCLUSION
53

7.1 FINDINGS
• Total customer satisfaction score derived through our study in percentage is -.5/1100*
100 = 50.13%.
• Reliance Trends tend to be popular among the customers who belong to the age group
55120-30. Majority of Trends customer tends to be women.
• Reliance trends is mostly known by its brand popularity, then through advertisements,
word of mouth and social media.
• B Most of the customers visit Reliance Trends during offers (38.4%) and festive
seasons (32.3%), rest visit monthly (14.1%) and quarterly (12.1%)
• 34% of the respondents make their purchasing decision in apparels based on its
meeting of current fashion and trends requirement.
• Comfort and quality factor has been majority chosen have the votes of 54% of the
respondents. They make their purchasing decision in apparels based on its comfort
and quality at Reliance Trends.
• Reliance industries ltd already has their market segment and popularity and image.
7% of the respondents make purchasing due to the motive of brand value.
• 3% of the respondents make their purchases based on the pricing of the products and
reliance trends.
• Rest 2% of the respondents make their purchasing decision on other factors.
• Through the analysis of CSAT score of those below 50%, the following are the areas
where Trends faces challenges and need to retain their customer satisfaction:
- Collection of apparels has CSAT of 37%
- Menswear has CSAT of 22%
- Womenswear has CSAT of 42%
- Brand offered has CSAT of 40%
- Price range at Trends has CSAT of 26%
- Fashion updation has CSAT of 30%
• 40% of the respondents are satisfied with the brand variants offered by Reliance
Trends, 16% are not satisfied and 44% being the majority has voted for the option
maybe to their satisfaction levels with the brands at Trends.
• 44% being the majority have voted to be satisfied with the quality of products at
Trends, 26% being very satisfied at it, 21% neutral about the quality offered and only
6% being dissatisfied with the quality of products at Reliance Trends. This indicates
54

that quality offered at reliance trends are very well satisfactory considering the least
percentage of respondents being dissatisfied and majority being satisfied.
• 57% being the majority are neutral about their satisfaction towrads the collection of
apparels offered by Reliance Trends, 31% being satisfied and 6% being very satisfied
& dissatisfied. More than half of the population voting option neutral & dissatisfied
indicates room for improvement but can survive in the market with current range.
• Majority of respondents (36%) rated 3 for their satisfaction towards mewswear and
32% rated 2, 6% rated 0, 18% rated 4, 4% rated 5. As majority rating are 2 & 3 we
can say menswear isn’t doing well at Reliance Trends.
• majority respondents being 40% have given womenswear 3 as rating and next
majority being 36% is being given to rating 4 , 12% rated 2, 8% rated 5 and 2% rated
0 & 1. Majority of the ratings are 3 & 4 indicating that womenswear is doing better
comparative to menswear although there is room for improvement.
• Most respondents have rated kids wear 3 (25%) and 4 (57%) and 10% gave 5 as the
rating this encompasses more than 90% of the respondents. Hence, we can conclude
that customers are well satisfied with kids wear at reliance trends.
• 75.8% of the respondents are satisfied with the cleanliness at reliance trends, 15.2%
are very satisfied, 8.1% voted neutral towards their satisfaction with cleanliness. No
respondents have voted dissatisfaction towards the showroom’s cleanliness. Hence,
we can conclude that customers are satisfied with the cleanliness offered at Trends.
• 62% of the respondents have voted neutral towards their satisfaction for price ranges
offered at Reliance Trends, 24% are satisfied, 11% are dissatisfied, rest are very
satisfied and very dissatisfied.
• 32% are satisfied with the loyalty programmes offered at Reliance Trends, 29.3% are
neutral, 24.2% very satisfied, rest are dissatisfied and very dissatisfied. Respondents
are majority satisfied, very satisfied and neutral towards the discounts and loyalty
programmes offered. Hence, we can say that although there is room for improvement,
it is survivable for the current period.
• 36% of the respondents voted maybe, 34% voted no and 30% voted yes for the given
question. As the majority does not lean towards the favour of the statement, we can
say that reliance trends have not completely succeeded in keep up with fashion
updates over the period.
55

7.2 SUGGESTIONS
• Conduct thorough market research to understand current and upcoming fashion

trends. Monitor fashion shows, industry publications, and social media platforms to
stay informed.
• Maintain strong relationships with suppliers and manufacturers. They often have
insights into upcoming trends and can provide information on new materials, patterns,
and designs.
• Monitor social media platforms for trending hashtags, styles, and influencers. Social
media is a powerful tool for real-time trend identification and consumer sentiment
analysis.
• The store could benefit from expanding its online shopping platform to cater to a
wider audience.
• Reliance Trends could invest in more promotional and advertising activities to reach
out to a larger customer base.
• There could be potential to open more varity of trends (footwear, digital, fresh) in
same location for better visibilityand accessibility.
• There could be opportunities to provide personalised styling services to customer to
enhance customer experience.
• Although Reliance Trends offers a wide range of products, they still have requirement
and room to incorporate product differentiation from its competition in terms of
design and quality.
• Collect feedback from customers through surveys, social media, and in-store
interactions. Understanding their preferences and opinions can provide valuable
insights into trending styles.
• Improve menswear collection by collaborating with popular designers, influencers, or
celebrities to create exclusive menswear collections. This can generate excitement and
attract new customers. Understand current fashion trends and consumer preferences
through market research, including surveys, competitor analysis, and trend
forecasting.
• Clearly communicate the value customers receive for the price they pay. Clearly
communicate discounts and promotions. Highlight the savings customers receive
during sales events. Provide a variety of price points to accommodate different budget
ranges and preferences.
56

7.3 Conclusion
In conclusion, customer satisfaction stands as a pivotal metric that significantly influences the
success and sustainability of businesses, particularly in the context of the fashion retail
industry. It serves as a barometer of customer contentment, reflecting how well a brand meets
or exceeds customer expectations across various touchpoints. Understanding the diverse
dimensions of customer satisfaction is essential for businesses aiming to thrive in the
competitive retail landscape. From product quality and pricing to personalized experiences
and effective communication, each element plays a crucial role in shaping customers'
perceptions and loyalty. However, it is crucial to acknowledge the inherent limitations of
relying solely on customer satisfaction metrics. Subjectivity, external influences, and the
dynamic nature of consumer preferences underscore the need for a comprehensive approach
to customer experience management. Combining customer satisfaction metrics with other
performance indicators, such as customer loyalty, brand reputation, and market share,
provides a more nuanced understanding of a business's overall health and success. In the fast-
paced and ever-evolving world of fashion retail, where trends change rapidly, customer
satisfaction is not a one-time achievement but an ongoing commitment. Businesses must stay
attuned to shifting customer preferences, leverage innovative technologies, and continuously
evolve their strategies to deliver exceptional and relevant experiences. Ultimately, customer
satisfaction is not just a metric; it is a reflection of the relationship between a brand and its
customers. Successful fashion retail chains recognize the symbiotic nature of this
relationship, striving to create positive emotional connections, build brand loyalty, and foster
a customer-centric culture. By doing so, these businesses not only meet the immediate needs
and desires of their customers but also position themselves for sustained success and
resilience in an ever-changing market. In this chapter, we displayed our findings towards the
primary and secondary objectives of this study. Primary objective being “to examine
customer satisfaction levels” and secondary objective being “To understand the awareness of
company’s product among customers” ,”To find out major factors that influence the
customers while making purchasing decision” , “ To identify shortcomings of Reliance
Trends customer satisfaction” and “ To analyse the effective remedies to fill the shortcomings
of Relaince Trends customer satisfaction. For the primary objective we calculated the
customer satisfaction score using the widely used formula “ number of satisfied
customers/total number of respondents x 100” and we derived the score of 50.13% for the
57

customer satisfaction of consumers towards reliance trends. We can say that Trends is at an
break even point at this stage and needs to level up its game.
Next, for secondary objective- I Through the data derived from questionaire we analysed the
brands product awareness among customers and we found that the age group of 20-30
comprises the majority of our customers and more than half of them are women. Trends is
mostly known through its brand popularity. Advestisements, social media, word of mouth
add to it’s brand awareness. Majority of the customers visit Trends during festives and offers
periods. In secondary objective – II we found that majority of the customers make their
purchasing decision based of fashion & trends and comfort & quality. In the next secondary
objective to identified that menswear collections are not doing well at reliance trends,
customers are not completely satisfied with the price ranges offered at Reliance Trends. They
need to keep their collections updated with the fashion trends of current time. In the last
objective, we mentioned suggestions and methods to improve customer satisfaction at
Trends, which included strategies to stay trend updated, enhance menswear collection and
customer satisfaction regarding price ranges.
58

Annexure 1 - Questionaire
1. Name
--------------------------
2. Age
o 20 or below
o 21-30
o 31-40
o 41-50
o Above 50
3. Gender
o Male
o Female
o Prefer not to say
4. How did you get to know about reliance trends?

o Popularity
o Advertising
o Social media
o Word of mouth
o Serach engines
5. How often do you visit reliance trends?

o Monthly
o Quarterly
o During festive seasons
o During offers
o Never
6. Are you satisfied with the brands offered at reliance trends?

o Yes
o No
o Maybe
7. How satisfied are you with the quality of products purchased at reliance trends?
o Very satisfoied
o Satisfied
o Neautral
o Dissatisfied
o Very dissatisfied
Bharat Mata College, Thrikkakara

8. How satisfied are you with the collection of apparells at reliance trends?
o Very satisfoied
o Satisfied
o Neautral
o Dissatisfied
o Very dissatisfied
9. How satisfied are you with menswear collection at relaince trends?

o 0
o 1
o 2
o 3
o 4
o 5
10. How satisfied are you with the womenswear collection at reliance trends?
o 0
o 1
o 2
o 3
o 4
o 5
11. How satisfied are you with the kidswear collection at reliance trends?
o 0
o 2
o 1
o 3
o 4
o 5
12. How satisfied are you with the cleanliness and ambiance of the store?
o Very satisfoied
o Satisfied
o Neautral
o Dissatisfied
o Very dissatisfied
13. What is your expenditure on shopping at reliance trends?

o Up to 1500
o 1500 to 2500
o 2500 to 3500
o 3500 to 4500
o 4500 and above

14. How satisfied are you with the price ranges of apparels at Reliance Trends?
o Very satisfied
o Satisfied
o Neutral
o Dissatisfied
o Very dissatisfied
15. On what basis do you make purchases at Reliance trends?

o fashion & trends
o comfort & quality
o brand value
o pricing
o others
16. Which festive occasions collection do you prefer at Reliance trends?

o Onam
o Christmas
o Diwali
o Eid
o Other
17. How satisfied are you with the loyalty program and discounts offered?
o Very satisfied
o Satisfied
o Neutral
o Dissatisfied
o Very dissatisfied
18. Would you say reliance trends keeps up with fashion updates?
o Yes
o No
o Maybe
19. Which occasional wear do you prefer to purchase at Reliance Trends?

o Festives
o Casuals
o Formal
o Partywear
20. How would you rate your overall shopping experience at Reliance Trends?
o Excellent
o Very Good
o Good
o Fair

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“A STUDY ON CUSTOMER SATISFACTION WITH SPECIAL

REFERENCE TO RELIANCE TRENDS, KAKKANAD”

Mahatma Gandhi University, Kottayam

In partial fulfillment of the requirements for the

DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION

Under the guidance of

MS. DRISHYA S RAJ

ASSISTANT PROFESSOR DEPARTMENT OF BBA

DEPARTMENT OF BACHELOR OF BUSINESS ADMINISTRATION

BHARATA MATA COLLEGE,

(AFFLIATED TO MAHATMA GANDHI UNIVERSITY, KOTTAYAM)

This is to certify that this Project entitled, “A STUDY ON CUATOMER SATISFACTION

MS MANJU MALATHY MS. DRISHYA S RAJ

Head of the Department Assistant Professor

Assistant Professor Faculty Guide

Department of BBA Department of BBA

Place: Fathima Saad

I wish to thank Dr. Johnson K M principal of BHARATA MATA COLLEGE,

I am extremely thankful to RELIANCE TRENDS, KAKKANAD for permitting me to

S.NO TABLES PAGE NO.

1. Table showing age composition of the respondents. 37

3. Table depicting the reasons for customer visiting 39

S.NO CHARTS PAGE

2. Chart showing the reasons for popularity of Trends. 38

3. Chart showing the reasons consumers visit Reliance Trends. 39

4. Chart showing satisfaction levels with the brands offered at 40

BHARATA MATA COLLEGE, THRIKAKKARA

BHARATA MATA COLLEGE, THRIKAKKARA

1.2 Problem definition

1. Measurement Metrics: Defining the metrics or indicators that will be used to

BHARATA MATA COLLEGE, THRIKAKKARA

8. Continuous Monitoring and Improvement: Implementing a system for continuous

1.3 Objectives of the study

• This study’s main goal is to examine customer’s satisfaction levels.

• To understand the awareness of company’s product among customers

1.5 Scope of the study

2. Customer Service: Customer satisfaction extends to the level of service provided.

BHARATA MATA COLLEGE, THRIKAKKARA

1.4 Limitations of the study

1. Subjectivity and Perception: Customer satisfaction is subjective and based on

BHARATA MATA COLLEGE, THRIKAKKARA

BHARATA MATA COLLEGE, THRIKAKKARA

2.1 Review of literature

2. Kiwanuka, H. (2023). The influence of product quality on customer satisfaction of

4. Chuc, A. A. M., Atayah, A. A., & Özer, S. Q. (2023). IMPACT OF FINANCIAL

BHARATA MATA COLLEGE, THRIKAKKARA

5. Lamani, D. D., & Agarwal, N. (2023). Data-Backed Policy Formulation: Utilizing

7. Palliyage, H. L., & Kavirathna, C. (2023). Factors of inventory management on

9. Ossola, P. (2023). For more dementia-friendly facilities in tourism and hospitality.

BHARATA MATA COLLEGE, THRIKAKKARA

BHARATA MATA COLLEGE, THRIKAKKARA

BHARATA MATA COLLEGE, THRIKAKKARA

22. Torres‐Moraga, E., Vásquez‐Parraga, A. Z., & Zamora‐González, J. (2018)

BHARATA MATA COLLEGE, THRIKAKKARA

BHARATA MATA COLLEGE, THRIKAKKARA

BHARATA MATA COLLEGE, THRIKAKKARA

consumer's perspective, it is essential to choose an endorser who is well-liked by customers

BHARATA MATA COLLEGE, THRIKAKKARA