SUMMER INTERNSHIP PROJECT ON

Sales department in retail industry at the max fashion 7seas

Undertaken at

MAX FASHION RETAIL INDUSTRY

Submitted in partial fulfilment of the requirement for the award of the

degree of

MASTER OF BUSINESS ADMINISTRATION

BATCH (2023-25

Submitted by Name of the industry

mentor

Pooja yadav name: rakesh chauhan

Enrollment No: 2306172000295 designation: store manager
Semester 3

Under the Guidance of

Ms.vidhya Lakshmi / prabhan pujari

Asst. Professor

PARUL UNIVERSITY
FACULTY OF MANAGEMENT STUDIES
P.O. Limda, Tal. Waghodia, District Vadodara – 391760

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Declaration

I, POOJA YADAV Enrolment No. 2306172000295 from PIMR, MBA, Semester 3 of the
Parul University, Vadodara hereby declare that the Summer Internship Report entitled
MAX FASHION RETAIL Industry is an original work and the same has not been
submitted to any other

Date: <DD/MMM/YYYY> Signature of the Student

Page 2 of 79
SIP COMPLETION CERTIFICATE

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This is to certify that POOJA YADAV student of Master of Business Administration from
Batch of 2023-25, PIMR, Enrolment Number 2306172000295 has successfully completed
Summer Internship Program at MAX FASHION RETAIL INDUSTRY. during 5/06/2024
to 20/07/2024 Under my guidance and supervision. He has successfully conducted a study
and completed project on Detail Insight of INVENTORY
MANAGEMENT,CUSTOMERS SERVISE AND Marketing in RETIAL Industry.

Date: <DD/MM/YYYY

Signature of the guide Signature of the director

name of the guide- prabhan pujari Dr.bijal zaveri

Designation -asst.professor Dean and director (fms)

PREFACE

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It is with great pleasure and a sense of accomplishment that I present this internship report,
documenting my valuable experiences, insights, and professional growth during my tenure
as an intern. This report serves as a comprehensive reflection on the practical application of
my academic knowledge and the invaluable lessons I have learned throughout my internship
journey.

Throughout the internship, I was fortunate to work with department manager amit Upadhyay
sir and dedicated team of professionals who were instrumental in shaping my understanding
of the industry and nurturing my growth. Their guidance, mentorship, and willingness to
share their expertise were invaluable resources that fuelled my personal and professional
development. I am grateful for the opportunities they provided me to take ownership of
tasks, collaborate with colleagues, and contribute meaningfully to the organization’s
objectives.

Within this report, I aim to provide a comprehensive overview of my internship experience,

detailing the projects I worked on, the skills I acquired, and the lessons I learned. I will also
reflect upon the challenges encountered and discuss the strategies employed to overcome
them.

I extend my heartfelt gratitude to all the individuals who made this internship an enriching
experience, including my professor Vidhya Lakshmi ma’m and prabhan pujari sir assistant
professor, colleagues, and fellow interns

Lastly, I would like to express my appreciation to MAX FASHION RETAIL INDUSTRY.

for providing me with the opportunity to be part of their team and contribute to their
mission.

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 ACKNOWLEDGEMENT

I am writing this to express my sincere gratitude and acknowledge the completion of my

internship report at MAX FASHION RETAIL INDUSTRY . This report serves as a
culmination of my internship experience and showcases the knowledge and skills I have
gained during my internship.

First, I would like to express my deepest appreciation to RAKESH SIR (STORE

MANAGER ) for his invaluable guidance, support, and expertise throughout my internship.
Their unwavering commitment to my professional development and their willingness to
share their knowledge have been instrumental in shaping my understanding of the industry
and enhancing my skills in.

I would like to acknowledge the support and cooperation received from my colleagues
during my internship. Furthermore, I would like to express my appreciation to Vidhya
Lakshmi/ Prabhan PUJARI SIR for their assistance and guidance for the successful
completion of this internship report.

Last but not least, I would like to express my gratitude to my family and friends for their
unwavering support, encouragement, and understanding throughout my internship journey.

In conclusion, I am honoured to have had the opportunity to complete my internship at

MAX FASHION RETAIL INDUSTRY. The knowledge, skills, and experiences gained
during this period will undoubtedly shape my future endeavours.

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INDEX

Sr. No. PARTICULARS Page No

Chapter-1 INDUSTRY STUDY 10

1.1 Sector Overview and Strategic Analysis 10-12

1.2 Key Market Players 12-13

1.3 Growth Prospects and Opponents 15-16

Chater-2 COMPANY STUDY 17

2.1 Introduction of MAX FASHION RETAIL INDUSTRY 17

2.2 Mission and Vision 18

2.3 Goals and Objectives 18

2.4 Organization’s Structure 18

2.5 Board of Directors and Key Executive Officers 18-21

2.6 Product and Services Offered 21-24

2.7 Key Milestones/Awards Achieved by the Organization 24

2.8 Key financial/operational results for last 5 years 24

2.9 WOT Analysis of Organization 24-25

Chapter-3 DEPARTMENTAL STUDY 26

3.1 26-27
Organizational Structure Overview

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 3.2 Activities of the Department 27

3.3 SWOT Analysis of the Department 27-28

3.4 Documents worked on 29-32

3.5 Interdependence of department 32-33

3.6 Analytical study of work/assignments/training 33-34

3.7 Conclusions 34

3.8 Suggestions 34-35

3.9 Outcomes of the Summer Internship 35

Chapter-4 RESEARCH 36

4.1 Title of the Study 36

4.2 Abstract of Research 36

4.3 Introduction of the Research Area 37-38

4.4 Literature Review 39-41

4.5 Define Research Problem/Research Objectives 42

4.6 Hypotheses 42-43

4.7 Research Methodology 43-44

4.7.1 Research Design 44-45

4.7.2 Sample Design and Sampling 45

4.7.3 Data Collection Instrument’s Selection, Preparation and 45-46

Collection

4.7.4 Research/Data Analysis (SPSS/AMoS/Advance 46-54

Excel/NViVo etc.)

4.8 Findings 54

4.9 Conclusions 54

4.10 Industrial/Managerial/Societal Implications 55

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 4.11 Limitations 56-57

4.12 References 57-58

Chapter 1 - Industry Study

1.1 Sector overview

Max Fashion is a leading Indian fashion brand offering trendy and stylish clothing,
footwear, and accessories at affordable prices . They cater to men, women, and children with
a wide variety of options including western wear, ethnic wear, and sportswear . Whether
you're looking for the latest trends or comfy basics, Max Fashion is a one-stop shop for
budget-friendly fashion

Strong Value Proposition: Max has successfully positioned itself as a brand offering high-
quality fashion at competitive prices Extensive Product Range Catering to diverse customer
preferences, Max offers a wide variety of products ensuring there's something for everyone
Strong Retail Presence With a vast network of stores, Max enjoys a wide reach, making its

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products easily accessible to customers Digital Focus: Max has been investing in its online
platform and mobile app enhancing customer experience and expanding its reach

History
Max Fashion was first established in 2004 in the Middle East, in Abu Dhabi. The
year 2006 saw the India launch of the brand with its first store in Indore

Max, at present, is the largest fashion brand in the Middle East, North Africa, South East
Asia & India, with over 500 stores encompassing 8.5 million sq.ft., across 20 countries,
including United Arab Emirates, India, Saudi
Arabia, Kuwait, Jordan, Bahrain, Qatar, Oman, Kenya, Lebanon, Egypt, Algeria, Tunisia, Ni
geria, Libya, Tanzania, Indonesia, Malaysia, Iraq and Syria.

Max, a division of Lifestyle India Pvt. Ltd., opened its 1st store in Indore in the year 2006.
In India, Max has more than 200 stores across 80 cities. Max is a mono brand with its own
label merchandise that is created by in-house designers for every season, and is currently
growing at a 35% CAGR year on yea

Landmark Group
 The Landmark Group, with over US 6 billion revenue, is a retail and hospitality
conglomerate in the Middle East, Africa, and the Indian subcontinent.
Currently[based out of Dubai, the company was established in 1973, with its first
store in Bahrain. The group's current employee base stands at 55,000 employees
operating over 2,400 outlets, with a retail presence of over 30 million sq. ft. across
21 countries.]
 Landmark Group has multiple retail brands, including
Centrepoint, Babyshop, Splash, Shoe Mart, Lifestyle, Iconic, Max,
Shoexpress, Home Centre, Home Box and Emax. The group also holds franchise
rights for many global fashion and footwear brands in the countries where it
operates. Since its establishment, the group has diversified into the segments of
leisure, food, hospitality, and healthcare with Landmark leisure, Balance Spa and
Salon, City max Hotels, Fitness First, and Food mark, the group's restaurant division,
which operates the group's own franchise food outlets.

 BRAND MARKETING ;
Max Fashion is well known for frequent billboard collections in Dubai, and is
referred to as leading innovation in the retail tech industry. In December
2018, Microsoft and Ombori partnered with Max to install interactive bilingual

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 voice activated mirrors in Dubai's Ibn Battuta Mall, bridging the online consumer
experience with in-store applications.

RETAIL INDUSTRY IN MODEL ERA

 model era can be interpreted in a couple of ways when referring to retail. Here's how
the industry is being transformed by two potential interpretations:
 The Era of E-commerce and Digital Transformation:it mean considering todays
date (June 24, 2024). The rise of e-commerce platforms and digital technologies has
undeniably reshaped retail:
 Omnichannel Experience: Customers now expect a seamless blend between
physical stores and online shopping. This could involve things like click-and-collect
options, in-store kiosks for online browsing, and consistent product information
across channels.
 Focus on Sustainability: Consumers are increasingly concerned about
environmental and social responsibility. Retailers are adapting by offering
sustainable products, implementing eco-friendly practices, and catering to these
conscious consumers

Strategi analysis
Max Fashion can strengthen its market position by

Expanding Geographic Footprint Targeting untapped markets with

Enhancing Digital Capabilities Investing in e-commerce mobile apps and

personalized shopping experiences

Premiumization Strategy Introducing limited edition collections or premium product

lines to cater to a higher-income segment

Sustainability Focus Adopting eco-friendly practices and offering sustainable

product options

Customer Loyalty Programs Implementing reward programs to enhance customer

retention

1.2 Key Market Players

The fashion industry is highly competitive with a diverse range of players operating
at different levels The following are some of the key market players that pose
significant competition to Max Fashion

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 Fast Fashion Retailers

 Zara Known for its quick turnaround time and trendy designs
Zara is a major competitor
 H&M Offers a wide range of products at affordable prices,
targeting a similar customer base as Max Fashion
 Forever 21 Focuses on young, fashion-conscious consumers
with a fast-paced product cycle

Value Fashion Retailers

 Pantaloons A leading Indian retailer with a strong presence in

the value fashion segment
 Lifestyle Offers a mix of international and Indian brands,
catering to a broader customer base

Online Fashion Retailers

 Myntra A dominant player in the Indian online fashion

market, offering a vast selection of products
 Flipkart Fashion A strong competitor with a wide range of
brands and price point

Traditional Retailers:

 Local Boutiques While fragmented, local boutiques can offer

unique products and personalized service
 Unorganized Retail A significant player in the Indian market
offering a variety of products at competitive prices

Competitive Analysis

A detailed competitive analysis would involve a deeper dive into

each competitor's strengths, weaknesses, opportunities, and threats
This would include factors such as product range, pricing strategy,
distribution channels, target audience, marketing efforts, and brand
image

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Recommendations

 Strengthen Value Proposition Continuously enhance product

quality and design while maintaining competitive prices
 Expand Online Presence Invest in e-commerce capabilities to
reach a wider customer base and compete with online-only
retailers
 Target Specific Customer Segments Identify niche markets
within the value fashion segment and develop targeted product
offerings
 Focus on Supply Chain Efficiency Optimize supply chain
operations to reduce costs and improve product availability.
 Enhance Brand Image Develop effective marketing campaigns
to build a strong brand identity and create customer loyalty

1.3 Growth Prospects and Opportunities

The growth and evaluation of the retail sector has undergone a fascinating
transformation, transitioning from traditional formats to a modern, multi-
channel landscape Here's a glimpse of this growth and evolution

Market Analysis Analyzing the fashion market trends, consumer

behavior, and competitive landscape will help identify untapped
segments and potential growth areas

Customer Insights Gaining deeper insights into customer preferences,

needs, and buying behavior will enable Max Fashion to tailor its
offerings accordingly

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 Competitive Analysis A thorough evaluation of competitors strategies
strengths and weaknesses will help in identifying unique selling
propositions and competitive advantages

Growth Prospects

Several avenues for growth can be explored by Max Fashion

E-commerce Expansion Strengthening the online presence and

enhancing the e-commerce platform can cater to the growing digital-
savvy customer base

Private Label Expansion Developing strong private label brands can

enhance brand loyalty and profitability

International Expansion Exploring opportunities in new markets with

similar consumer profiles can drive growth and brand visibility

Product Diversification Expanding the product range to include

accessories, home decor or beauty products can attract a wider customer
base

Opportunities

Sustainable Fashion Embracing sustainable practices and offering eco-

friendly products can align with the growing consumer consciousness
and create a competitive advantage

Personalization Leveraging technology to offer personalized product

recommendations and shopping experiences can enhance customer
satisfaction and loyalty

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 Omnichannel Experience Seamlessly integrating online and offline
channels can provide customers with a unified shopping experience

Data Analytics: Utilizing data analytics to understand customer

behavior and preferences can inform product development and

marketing strategies

Collaborations Partnering with influencers, designers, or other brands

can create buzz and attract new customers

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.

1.4 Key challenges and opportunities

Key Challenges

 Intense Competition The fashion retail industry is highly

competitive, with both established players and emerging brands
vying for market share. Max Fashion needs to continuously
differentiate itself through innovative product offerings pricing
strategies, and customer experience
 Economic Fluctuations Economic downturns can impact consumer
spending on non-essential items like fashion. Max Fashion must
develop strategies to navigate economic cycles, such as offering
value-driven products and promotions
 Supply Chain Management Maintaining a consistent supply chain,
especially in a fast-fashion environment, is crucial. Challenges such
as fluctuating raw material prices, production delays, and
transportation issues can impact product availability and profitability
 Evolving Customer Preferences Customer tastes and preferences
are constantly changing. Max Fashion must stay updated with the
latest trends and adapt its product offerings accordingly to remain
relevant
 Digital Transformation While Max Fashion has made strides in its
online presence, it needs to continue investing in e-commerce and
digital marketing to compete effectively in the digital age

Key Opportunities

 Expanding Market Reach There is significant potential for Max

Fashion to expand its presence in both existing and new markets.

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 Identifying untapped customer segments and exploring new
geographical territories can drive growth
 Private Label Expansion Strengthening private label brands can
enhance profit margins and brand loyalty. By focusing on product
development and design, Max Fashion can differentiate itself from
competitors
 Sustainability Consumers are increasingly conscious of
environmental and social issues. Adopting sustainable practices
and offering eco-friendly products can attract a growing customer
base and improve brand image
 Omnichannel Retailing Integrating online and offline channels
can provide a seamless customer experience. By offering options
like click-and-collect, buy online, pick-up in-store, and in-store
returns, Max Fashion can cater to diverse customer preferences
 Data Analytics Leveraging data analytics can provide valuable
insights into customer behavior preferences, and market trends.
This information can be used to optimize product assortment
pricing and marketing strategice
 Market Size Estimates suggest the Indian fashion industry was
valued at around ₹15.1 lakh crore in 2023 This encompasses the
entire fashion sector including apparel textiles footwear and
accessories
 Growth Rate The industry is expected to grow at an impressive
rate with projections indicating a tripling in market size by 2032
This translates to a Compound Annual Growth Rate of
approximately 12.6%

1.5 future trends

this report aims to analyze the potential future trends impacting Max
Fashion and provide strategic recommendations to leverage these trends It is
based on extensive research industry analysis and consumer behavior studies

Understanding the Fashion Landscape

The fashion industry is dynamic and rapidly evolving Key trends shaping the
future include:

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  Sustainability: Consumers are increasingly conscious of environmental
impact Sustainable fashion using eco-friendly materials and ethical
production is gaining traction
 Digital Transformation E-commerce and omnichannel experiences are
becoming essential Personalization augmented reality and virtual try-
ons will redefine retail
 Inclusivity and Diversity A broader range of body types ethnicities and
ages are being represented in fashion Customization and personalization
will be key
 Experiential Retail Stores are evolving into experiential spaces offering
entertainment events, and community engagement
 Fast Fashion Evolution The fast fashion model is facing challenges
Focus on quality durability and ethical sourcing is essential

Max Fashion A Future-Ready Strategy

 Sustainability Focus
o Introduce sustainable product lines using eco-friendly materials
o Implement recycling and upcycling initiatives
o Educate customers about sustainable fashion
 Digital Transformation
o Enhance online platform with personalized recommendations and
AR try-ons
o Invest in robust logistics and delivery infrastructure
o Explore opportunities in social commerce and influencer
partnerships
 Inclusivity and Diversity
o Expand product range to cater to diverse body types ethnicities
and ages
o Collaborate with influencers representing diverse communities
o Create inclusive marketing campaigns
 Experiential Retail
o Transform stores into interactive spaces with engaging
experiences
o Host fashion shows, workshops, and events.
o Collaborate with local artists and designers
 Redefining Fast Fashion
o Focus on quality and durability while maintaining affordability
o Explore limited edition collections and collaborations
o Emphasize ethical sourcing and production

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1.6 market size and growth

The global apparel and fashion market is vast and dynamic driven by factors
such as increasing disposable income changing consumer preferences and rapid
urbanization Within this the value fashion segment where Max Fashion
operates has witnessed significant growth due to its appeal to a wider consumer
base

Market Size and Share

 Data Collection To accurately determine Max Fashion's market size and

share we will rely on data from industry reports, market research firms
like Nielsen Kantar and internal sales figures
 Key Metrics
o Total revenue of Max Fashion
o Number of stores
o Geographic footprint
o Market share within the value fashion segment
 Analysis By comparing Max Fashion's revenue and store count with
industry benchmarks we can assess its relative size and market
penetration

Market Growth Analysis

 Industry Growth Rate Analyzing the growth rate of the overall apparel
and fashion market as well as the value fashion segment will provide
context for Max Fashion's performance
 Max Fashion's Growth: Evaluating Max Fashion's revenue and store
expansion over the past few years will help identify growth trends and
patterns
 Key Growth Drivers: Factors such as increasing disposable income,
urbanization and changing consumer preferences are likely to drive
market growth Understanding how Max Fashion is capitalizing on these
trends is crucial

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1.7 Key Segments

Here we are discussing about retail industry max fashion key segmentation

1. Value-Conscious Consumers

 Profile This segment comprises a large portion of the Indian middle

class seeking affordable yet fashionable apparel

 Key Characteristics Price sensitivity brand loyalty and preference for

basic and trendy styles

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  Opportunities Expand product range in basics offer more value-added
services like alterations and leverage loyalty programs to enhance
customer retention

2. Youth and Young Adults

 Profile This dynamic segment includes students young professionals and

early career individuals

 Key Characteristic Fashion-forward trend-conscious and influenced by

social media

 Opportunities Collaborate with influencers introduce fast fashion lines

and focus on digital marketing to engage this segment

3. Family Shoppers

 Profile This segment comprises families looking for affordable clothing

options for all members

 Key Characteristics Value for money convenience and a wide range of

products

 Opportunities Expand the kidswear and menswear categories offer

family bundles and combo offers and create a family-friendly shopping
experience

1.8 top companies and their market share and valuation

The retail industry in india is highly competitive with several key players
dominating the market here are some of the top companies their market share
and valuation:

Company name type Market valuation (Rs.

lakh crore)

Reliance retail Privet 9.43

Aditya Birla limited Privet 7.95

Inditex Privet 3.53

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 H&M Privet 1.55

Myntra Privet 1.23

1.9 Pestel analysis

The threat of new entrants in the retail industry is relatively low .new
competitors face significant barriers including the substantial capital
investment required the time needed to build a recognized brand and
stringment regulations government regulations governing retail operations.
These factors make it difficult for new retail store to enter the market and
compete effective with established institutions.

Political Factors

 Government policies The fashion industry is influenced by government

policies related to taxation, labor laws, import-export regulations, and
subsidies

 Political stability A stable political environment is crucial for business

growth and investment

 Trade policies Changes in trade policies, such as tariffs and quotas, can
impact the sourcing and pricing of products

Economic Factors

 Economic growth The overall economic growth rate affects consumer

spending and disposable income

 Inflation rates Rising inflation can impact pricing strategies and

consumer purchasing power

 Exchange rates Fluctuations in exchange rates can affect the cost of

imports and exports

 Consumer spending patterns Understanding consumer spending habits

is essential for product development and marketing strategies

Socio-cultural Factors

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  Demographics Analyzing age, gender, and income distribution helps in
target market identification

 Lifestyle changes: Changing lifestyles and fashion trends influence

product demand

 Cultural values Understanding cultural values and preferences is crucial

for product design and marketing

 Social media influence The increasing use of social media impacts

consumer behavior and brand perception

Technological Factors

 E-commerce The growth of online shopping has changed the retail

landscape

 Technology adoption The adoption of new technologies like AI, AR,

and VR can enhance customer experience

 Supply chain management Technological advancements improve

supply chain efficiency and reduce costs

 Data analytics Analyzing customer data can help in personalized

marketing and inventory management

Environmental Factors

 Sustainability Consumers are becoming increasingly conscious of

environmental impact leading to demand for sustainable products

 Climate change Extreme weather conditions can disrupt supply chains

and affect consumer behavior

 Regulations: Environmental regulations impact production processes

and packaging

Legal Factors

 Consumer protection laws Adhering to consumer protection laws is

essential for maintaining brand reputation

 Labor laws Compliance with labor laws is crucial for employee welfare
and legal obligations

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  Intellectual property right Protecting brand identity and designs
through intellectual property rights is important

Chapter 2 – Company Study

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2.1 company overview
Introduction to the company
Max Fashion was first established in 2004 in the Middle East
in Abu Dhabi The year 2006 saw the India launch of the brand with its first
store in Indore

 Max is present in the Middle East North Africa South East Asia & India
with over 500 stores encompassing 8.5 million sq ft across 20 countries,
including United Arab Emirates India Saudi
Arabia Kuwait Jordan Bahrain Qatar Oman Kenya Lebanon Egypt Alger
ia Tunisia Nigeria, Libya Tanzania Indonesia Malaysia Iraq and Syria
 In India, Max is a division of Lifestyle India Pvt Ltd .It opened its first
store in Indore in 2006. Max has more than 200 stores in India across 80
cities. Max is a mono brand with its own label merchandise that is
created by in-house designers

2.2 Mission and Vision

 Fashionable and Affordable They aim to
provide a wide variety of trendy clothing,
footwear, and accessories for men,
women, and kids at accessible prices
 Large Selection Their designers
create thousands of styles every
season, ensuring a vast selection for
all tastes and needs

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  Convenience They offer a strong digital presence with a user-friendly
website and app for easy online shopping
 Large Customer Base They've cultivated a loyal customer base
exceeding 35 million, indicating customer satisfaction
While there isn't an offsicial mission and vision statement, these points
clearly showcase Max Fashion's dedication to offering trendy and
affordable fashion with a focus on customer convenience

2.3 Goals and Objective

1.Overall Goal: Become the leading value-fashion retailer in their region.

 Product:
o Offer a constantly updated selection of trendy clothing, footwear,
and accessories for men, women, and children..
 Customer:
o Expand their customer base by catering to various styles and
needs.
o Provide a seamless and convenient shopping experience through
both physical stores and a user-friendly online platform
 Market:
o Increase brand awareness and establish themselves as the go-to
destination for affordable fashion.
o Stay competitive in the fast-changing fashion industry by adapting
to current trends.
 Operations:
o Maintain an efficient supply chain to ensure a steady flow of new
products.
o Optimize store layout and visual merchandising to enhance the
customer experience.

1. Objective

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  Product: Deliver a constantly updated selection of trendy clothing,
footwear, and accessories for men, women, and children, all at
affordable prices with good quality Customer Expand their customer
base by catering to diverse styles and needs This includes Providing a
convenient shopping experience through physical stores and a user-
friendly online platform Maintaining high customer satisfaction with
easy returns and exchange policies

 Market: Increase brand awareness and establish themselves as the top

choice for affordable fashion. This involves Staying competitive in the
fast-changing fashion industry by adapting to current trends.

 Operations Ensure smooth operations through Maintaining an efficient

supply chain to deliver a steady flow of new products Optimizing store
layout and visual merchandising to create an appealing shopping
experience

2.4 Organization Structure

 Max fashion retail industry hawse Consist of various departments in the hierarchy.
 Chairman
 Vice chairman
 Board of directors
 Dy. General manager
 General manager
 Asst. general manager
 Area manager
 Store manager
 Account Department
 Admin Department
 Assistant Sales Admin
 Logistics Department

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2.5 Board of Directors & Key

Executive Officers

 When Landmark Group entered

India with Max Vasanth Kumar
became its first employee Today
the man has risen to be the
Executive Director at Max
Fashion Talking about the entry
of Landmark in India, Vasanth
shares This concept was launched
in 2004 in Dubai by the
Landmark Group At that time I
was a part of the start-up team for
Peter England
 When the group set up the brand
in India, they started operating
from a two apartment In 2005 the
initial team was created who
made the products available
Simultaneously they also started looking for a property and the first store
came up in Indore in 2006. The first four years were actual test for
Kumar because the format itself is challenging by nature. It was virtually
a 100 per cent private label
 Sharing on the growth journey so far Vasanth says Max has been
growing at a rate of 34 per cent per year for
the past 12 years as claimed In 2010-11 we
started to break even and after that there
was no looking back The team he had
started with is still working with him
Talking about their growth, he says We
claim to be a fashionable brand at an
affordable price So it is very important to
retain that image

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  Founder Analjit Singh

 MAX Fashion was conceptualized by

Hariharan Ramanathan, the Director of
the Landmark Group The first store
opened in 2004 in Dubai, and the brand
forayed into India in 2005 with a store
in Indore The founder of MAX Fashion
is Analjit Singh, who founded the brand
in 1985

 Managing director Ranjit mehta

 Rajit Mehta serves as the Managing Director and Chief Executive
Officer of Max Healthcare a prominent private healthcare company in
India He is also a Non-Executive Director at Max Life Insurance, Max
Skill First, and a trustee of the Max India Foundation, which is the CSR
arm for the Max Group of Companies

 Vice President Tara Singh

 At an age when most of her peers are busy pursuing ambitions of setting
up consumer-focussed businesses leveraging disruptive technology to
tap the burgeoning market of young consumers in India Tara Singh
Vachani, 29 is treading a different path

The youngest daughter of Analjit Singh, 62, founder of the $2 billion by

revenue Max Group, is busy giving final touches to her dream project
Antar, a residential community for senior living nestled in the hills of
Dehradun

Not too many daughters of Indian business famili have found their
entrepreneurial calling in real estate Be it Pirosha Godrej of the Godrej
Group or Anand Piramal from the Piramal Group, it is usually the son
who takes over the reins of the realty business in a family-owned

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 conglomerate, while the daughters have focussed on other businesses;
for instance, Nandini Piramal helms the Piramal Groups over-the-
counter drugs business and HR function, while Nisaba Godrej is
involved with her group’s consumer products business But Vachani has
bucked this trend by helming the Rs 600-crore project which will see its
first residents moving in by this October

KABIR LUMBA

 The present MD of Lifestyle International Kabir Lumba will move to

new position within Landmark Group as CEO of Max Fashion and
Director at the Landmark Group in the Middle East, based out of Dubai,
the company said in a statement.

Lumba has led the Lifestyle and Home Centre business for the past 14
years and has built Lifestyle International, into one of the most respected
retail companies in India, the statement said.
 Lifestyle brand currently has 62 stores in the country with plans to add 6
more stores by March 2017 and has earmarked 60 crore approx $9.3
million for the same The company has appointed Shital Mehta as the
executive director and CEO, Max Retail Division; he will take charge in
January 2018. Mehta has over 23 years of experience with the last 17
years at the Aditya Birla Group in India. At Aditya Birla Mehta was
responsible for building and expanding leading menswear brands.

 GENRAL MANAGER

 Poorvi Dedhia works as a General Manager at Max Fashion, which is an

Apparel & Accessories Retail company with an estimated 6,000
employees and founded in 2006 They are part of the Operations team

Page 30 of 79
 within the Operations Department and their management level is
Manager Poorvi is currently based in India
 Follow Poorvi Dedhia on LinkedIn to get to know them better

Hr silva sarkar
SILVA SARKAR'S SUMMARY
Silva Sarkar, based in Kolkata, WB, IN, is currently a Regional Human
Resources Manager at Max Fashion India, bringing experience from
previous roles at Easyday Club, Future Retail India Limited Big Bazaar
and Pantaloon Retail India Ltd. Silva Sarkar holds a 2004 - 2006
PGDBM in Human Resources Management and Services Birla Institute
of management and Technology With a robust skill set that includes
Talent Management, Recruiting, Employee Engagement Recruitments
Human Resources and more Silva Sarkar contributes valuable insights to
the industry Silva Sarkar has 2 emails and 1 mobile phone number on
RocketReach

2.6 Products and Service Offered

Max Fashion offers a wide variety of clothing and accessories for men women
and kids Here's a breakdown by category

 Women: Tops, dresses & jumpsuits, sportswear, bottoms, winterwear,

ethnicwear, lingerie, sleepwear, accessories,
 Men: Tops, bottoms, sportswear, winterwear, accessories, and shoes.
 Kids: Tops, shirts, jeans, leggings, skirts, dresses, sweatshirts, sports
shoes, ballerina shoes, and ethnicwear.
 URB_N (a trend-focused collection): This line offers a variety of trendy
clothing and accessories for a more fashion-forward look

Mans wear Woman wear Kids wear Urb_n

Page 31 of 79
 Top wear Topwear Boys Allurb_n

Bottomwaer Sportswear Girls Women

Sportswear Indianwaer Boys footwear Men

Loungewear Lingeries Girls footwear More

Innerwear Accerssories Shop by age for

girls

Indian waer Footwear More

Co ords winterwear allkids

Service offered

 Online Shopping: You can browse and purchase Max Fashion products
through their website and app
 In-Store Shopping: Max Fashion has over 500 stores across 20 countries
You can find a store near you using their store locator on their website
 Click & Collect: You can order online and pick up your items at a Max
Fashion store
 Delivery: Max Fashion offers home delivery for online orders.
 Returns & Exchanges: You can return or exchange unwanted items
within a certain timeframe, depending on your location Check their
website for details on their return policy

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2.7 Key Milestones Achieved
Global Expansion: Launched in 2004 (UAE) and 2006 (India), Max Fashion
boasts over 500 stores across 20 countries, reaching a wide audience Reaching
500 Stores: This milestone in 2023 marked their significant growth and
influence in various territories

Strong Online Presence: Max Fashion has a robust online presence with over
10 million app downloads, a strong social media following, and an e-commerce
platform offering a seamless shopping experience Catering to Diverse Tastes:
They've established themselves as a leader in accessible fashion, offering a
wide variety of styles for men, women, and children, including casual wear,
occasion wear, and trend-focused collections like URB_N

2.8 Key Financials of Organization

 Limited Public Data Public financial data for Max Fashion India seems
restricted. There are reports suggesting revenue in the range of ₹1 crore -
₹100 crore approx. $1.2 million - $120 million for the financial year
ending March 31 2022

 Landmark Group Figures Since Max Fashion is part of the Landmark

Group you might find some consolidated financial information for the
group but it wouldn't isolate Max Fashion performance Here are some
alternative approaches to gather insights into Max Fashion's financial
health:

 News Articles: Search for news articles about Max Fashion's expansion
plans, investment strategies, or funding rounds. These can indirectly
indicate their financial growth

 Industry Reports: Look for reports on the apparel retail industry in

India or the regions where Max Fashion operates. This can provide
context on the overall market performance and Max Fashion's potential
position within it

 Company Contact: Consider contacting Max Fashion directly through

their website or social media channels. They might be able to share some

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 general information about their performance, though detailed financial
data might not be publicly available.

2.9 SWOT Analysis

Strengths:

1. Strong Brand Recognition Max Fashion has a strong brand presence in

the Middle East and India, with a large and loyal customer base

2. Competitive Pricing They offer trendy and fashionable clothing at

affordable prices, catering to the value-conscious customer segment.

3. Wide Product Range Max Fashion offers a diverse selection of clothing

and accessories for men, women, and kids, including casual wear, occasion
wear, and trend-focused collections

4. Robust Online Presence They have a user-friendly website and app,

enabling online shopping and Click & Collect options

5. Global Supply Chain Leveraging their parent company Landmark Group's

network, allows for efficient sourcing and potentially lower production
costs

6. Commitment to Sustainability Their focus on eco-friendly practices and

ethical sourcing resonates with environmentally conscious consumers

Weaknesses:

1. Limited Brand Differentiation Max Fashion might face challenges in

standing out from other fast-fashion retailers, especially in saturated
markets

2. Quality Perception While affordable, some customers might perceive the

quality of garments to be lower compared to premium brands

3. Limited Store Ambiance The shopping experience in some stores might

be perceived as basic compared to high-end retailers

4. Inventory Management Maintaining a balance between offering trendy

styles and managing stock efficiently can be a challenge

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Opportunities:

1. Market Expansion Max Fashion has the potential to expand into new
markets with a growing middle class and a demand for affordable fashion

2. Omnichannel Strategy They can further integrate their online and offline
channels to provide a seamless shopping experience for customers

3. Sustainable Practices Max Fashion can capitalize on the growing

consumer interest in sustainable fashion by expanding their eco-friendly
product lines and promoting their existing efforts

4. Personalization Implementing personalization strategies through loyalty

programs and targeted marketing can enhance customer engagement

Threats:

1. Competition The fashion retail industry is highly competitive, with

established players and emerging online retailers vying for market share

2. Economic Fluctuations Economic downturns can impact consumer

spending, potentially affecting Max Fashion's sales

3. Rising Input Costs Increases in raw material or labor costs can squeeze
profit margins

4. Fast-Fashion Challenges The environmental and ethical concerns

associated with fast-fashion can damage brand reputation if not addressed
proactively

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 Chapter 3 : Departmental Study

3.1 Organizational Structure Overview

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  Chairman

 vice chairman

 board of directors

 by general manager

 general manager

 asst. general manager

 area manager

 store manager

 department manager

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Responsibilities of the Product Management Team:

 Market Research and Trend Analysis: The team would stay updated
on fashion trends, competitor analysis, and customer needs through
market research and data analysis.

 Product Development: They would collaborate with designers and

suppliers to develop new clothing lines that align with market trends and
customer preferences.

 Product Sourcing and Cost Management: The team would manage

the sourcing of materials and production processes to ensure quality and
affordability.

 Product Launch and Marketing: They would work with marketing to

develop strategies for launching new products and creating brand
awareness.

 Performance Analysis and Optimization: The team would monitor

sales data, customer feedback, and inventory levels to assess product
performance and make adjustments as needed.

Benefits of a Product Management Team:

 Improved Product-Market Fit: A

dedicated team can ensure that
products resonate with the target
audience, leading to higher sales
and customer satisfaction.

 Enhanced Innovation: By
focusing on trends and customer
needs, the team can drive
innovation and bring fresh, exciting
products to market.

 Streamlined Operations:
Collaboration between the Product Management team and other
departments can improve efficiency across the organization.
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  Data-Driven Decision Making: Utilizing market research and sales data
allows the team to make informed decisions about product development
and marketing strategies.

The introduction of a Product Management team at Max Fashion could be a

significant step towards solidifying their position as a leader in the value
fashion industry. By focusing on customer needs, market trends, and data-
driven strategies, they can continue to offer fashionable and affordable clothing
for everyone.

This is a hypothetical scenario based on the typical functions of a Product

Management team in the retail industry. There's no official confirmation about
Max Fashion having such a team.

3.2 Departmental activities overview

Here we defined departmental structure to ensure efficient

operations key departments and their primary functions include.
1. Merchandising

 Product Planning and Development: Identifying market trends, designing

product lines, and managing the product lifecycle Vendor Management
Building and maintaining relationships with suppliers, ensuring timely
deliveries, and quality control Assortment Planning Determining product
mix and quantities based on sales forecasts and customer demand

2. Supply Chain

 Procurement: Sourcing raw materials and finished goods to meet

production requirements Logistics and Distribution: Managing
inventory, transportation, and warehouse operations Import and Export
Handling international trade activities, including customs clearance and
documentation.

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3. Store Operations

 Visual Merchandising: Creating attractive store layouts and displays to

enhance customer experience Inventory Management: Maintaining
optimal stock levels, preventing stockouts, and reducing losses Customer
Service: Providing excellent customer service, handling customer
inquiries, and resolving complaints.

4. Marketing and Sales

 Brand Building: Developing and executing marketing campaigns to

increase brand awareness and loyalty Sales Promotion Creating and
implementing sales promotions to drive customer traffic and sales
Market Research: Conducting market research to understand customer
preferences and competitor activities.

5. Finance and Accounts

 Financial Planning and Analysis: Preparing budgets, forecasts, and

financial reports Accounting: Maintaining accurate financial records and
ensuring compliance with accounting standards Cash Management:
Managing cash flow and optimizing working capital.

3.3 SWOT Analysis of the Department

Here we are discussing about project management office in retail their
strengths, weakness, opportunity and threats (swot)

 Strengths:

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  Strategic Focus: A dedicated team can bring a strategic approach to
product development, ensuring products align with market trends and
customer needs.

 Data-Driven Decisions: The PMT can leverage market research, sales

data, and customer feedback to make informed decisions about product
development, pricing, and marketing.

 Improved Product-Market Fit: By focusing on customer insights, the

team can increase the chances of products resonating with the target
audience, leading to higher sales and customer satisfaction.

 Enhanced Innovation: With a dedicated focus on trends and customer

needs, the PMT can drive innovation and bring fresh, exciting products
to market.

 Weaknesses:

 Integration Challenges: Successfully integrating the PMT with existing

departments like design, sourcing, and marketing can be challenging.

 Data Analytics Skills: The team might require training or hiring

personnel with strong data analysis skills to effectively utilize market
research and sales data.

 Limited Authority: If the PMT lacks decision-making power regarding

product development or sourcing, their effectiveness might be limited.

 Opportunities:

 Streamlined Operations: Collaboration between the PMT and other

departments can improve efficiency across the organization.

 Faster Time to Market: A dedicated team can streamline the product

development process, potentially leading to faster product launches.

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  Improved Brand Image: By focusing on quality, innovation, and
customer needs, the PMT can contribute to a stronger brand image for
Max Fashion.

 Data-Driven Personalization: The team can utilize customer data to

personalize product offerings and marketing campaigns, leading to
higher engagement and sales.

 Threats:

 Resistance to Change: Existing departments might resist changes in

processes or workflows implemented by the PMT.

 Fast-Paced Industry: The fast-fashion industry demands quick

response to trends. The PMT needs to be agile and adaptable to keep up.

 Competition: Other retailers might have established product

development processes or more experienced teams, posing a competitive
threat.

 By understanding these potential strengths, weaknesses, opportunities,

and threats, Max Fashion can make informed decisions about
establishing a PMT and ensure its success. They can focus on building a
strong team with the right skills, fostering collaboration across
departments, and leveraging data to make strategic product decisions.

3.4 Documents Worked On

During my internship at max fashion ,I had the opportunity to work on a
variety of market research documents.

 Product Development Documents

 Product Roadmaps These outline the plan for product development
over a specific timeframe considering upcoming trends and customer
demands.

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  Product Specifications These documents detail the technical
requirements, materials, and features of a new product.

 Request for Proposals (RFPs) PMT might use RFPs to solicit proposals
from potential suppliers for materials or manufacturing.

 Analysis and Reporting Documents

 Market Research Reports These reports summarize market trends,

competitor analysis, and customer insights to inform product
development decisions

 Sales Data Analysis PMT would analyse sales data to track product
performance, identify best-sellers, and make adjustments as needed.

 Customer Feedback Reports These reports summarize customer

feedback from surveys, social media, or customer service interactions to
understand buying behaviour and identify areas for improvement.

 Collaboration Documents:

 Product Launch Plans: These plans outline the marketing and sales
strategies for launching new products.

 Meeting Minutes: The PMT would likely document key decisions and
action items from meetings with design, sourcing, marketing, and sales
teams.

 Additionally, the PMT might use or create documents related to:

 Inventory Management: Ensuring stock levels are optimal to avoid

stockouts or overstock situations.

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  Quality Control: Maintaining consistent quality standards throughout
the production process.

 Vendor Management: Building strong relationships with suppliers to

ensure reliable production and on-time deliveries.

 In-Store Visual Aids:

 Mannequins: Dressed in complete
outfits reflecting current trends and
styles offered by Max Fashion.
 Signage: Clear and concise signage
throughout the store to guide
customers and highlight
promotions or new arrivals.
 Product Displays: Eye-catching
displays showcasing specific
product categories or collections
(e.g., activewear, occasion wear).
 Digital Signage: Interactive
screens displaying product
information, promotional videos, or lookbooks.
 Online Visual Aids:
 High-Quality Product Photos: Professional photos showcasing
clothing from multiple angles on models to provide a clear view of the
product.
 Lifestyle Images: Images depicting models wearing Max Fashion
clothing in everyday scenarios, helping customers visualize how to style
the pieces.
 360° Product Views: Interactive features allowing customers to view
products from all angles online.
 Shoppable Lookbooks: Digital lookbooks featuring curated outfits
customers can purchase directly.
 Social Media Posts: Eye-catching photos and videos showcasing
products and collections on platforms like Instagram and Facebook.

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  Influencer Marketing: Collaborations with fashion influencers who
wear and promote Max Fashion clothing on their social media channels.
 Other Visual Aids:
 Print Catalogues: While less common nowadays, Max Fashion might
still utilize physical catalogues showcasing their latest collections.
 Packaging: The design and branding on product packaging can also be
considered a visual aid, creating a consistent brand experience.

Fig. Visual Aid Parul Pharmaceutical Pvt. Ltd.

Other visual aids in store

 Urb_n
 URB_N within their stores. URB_N focuses on trend-focused clothing
and accessories, targeting a more fashion-forward audience.
 Here's what you might find in the URB_N section of a Max Fashion
store:
 Clothing: This could include on-trend tops like graphic tees, crop tops,
and statement shirts. Bottoms might feature trendy cuts like mom jeans,
high-waisted trousers, or joggers. Dresses could range from mini dresses
to statement maxi dresses.

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  Accessories: You might find statement jewellery, trendy hats, belts, and
bags in the URB_N section.
 Overall Style Expect a more edgy or bold aesthetic compared to the
overall collections at Max Fashion. Think vibrant colours graphic prints
distressed details, and statement pieces.
 Here are some ways to find URB_N products in a Max Fashion store
 Look for Signage Many Max Fashion stores have dedicated signage for
the URB_N collection, often featuring a bold and trendy design.

Fig. urban product in store

 Ask a Sales Associate: If you're unsure where to find URB_N products,

don't hesitate to ask a sales associate for help.
 Online Research: Before visiting a store, you can browse the URB_N
collection online on the Max Fashion website to get a sense of the styles
offered.

 Product card

Mans wear Woman wear Kids wear Urb_n

Top wear Topwear Boys Allurb_n

Page 46 of 79
 Bottomwaer Sportswear Girls Women

Sportswear Indianwaer Boys footwear Men

Loungewear Lingeries Girls footwear more

Innerwear Accerssories Shop by age for

girls

Indian waer Footwear More

Co ords winterwear allkids

 Detailing Manual
 Internal Document: Such manuals are typically internal documents
containing confidential information about processes, procedures, or
product specifications.
 Varied Processes: Retail operations can involve diverse processes
depending on location, store size, and team structure. A single manual
might not be applicable across all stores.
 Competitive Advantage: Retailers might consider the details in these
manuals to be a competitive advantage and wouldn't want them publicly
available.
 However, based on general retail practices, here are some areas a
Detailing Manual for Max Fashion might cover:
 Visual Merchandising: Guidelines for creating store displays, positioning
mannequins, and using signage effectively.
 Customer Service: Standards for interacting with customers, handling
returns and exchanges, and resolving customer complaints.
 Inventory Management: Procedures for receiving stock, stocking
shelves, conducting inventory checks, and preventing stockouts.

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  Cash Handling: Guidelines for handling cash transactions, following
security protocols, and resolving cash discrepancies.
 Loss Prevention: Strategies to prevent shoplifting and other security
concerns.
 Store Opening and Closing Procedures: Specific steps for opening and
closing the store, including security checks, cleaning procedures, and
cash register procedures.
 Alternatives to a Detailing Manual:
 Max Fashion Website: The website might have a careers section with
information about working at Max Fashion and the types of tasks
employees might perform.
 Job Postings: Max Fashion's job postings on various platforms might
give insights into the specific responsibilities for different store
positions.
 Online Reviews: Reading online reviews from past or current Max
Fashion employees might offer some insights into daily tasks and store
operations.

3.5 Interdependence of Departments

The project management office in max fashion is intergral to ensuring
the successful execution of projects and alignment with the company’s
strategic objectives.

 Collaboration with Merchandising & Buying: These departments

provide insights into market trends, customer preferences, and budget
constraints to guide product design.

 Communication with Sourcing & Production: They ensure the

designs can be translated into actual products considering material
availability, production costs, and quality standards.

Sourcing & Production:

 Reliance on Design & Product Development: They receive product

specifications and work closely with designers to source materials and
ensure quality production.

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  Coordination with Logistics & Distribution: They ensure timely
delivery of finished products to stores, considering lead times and
inventory needs.

Marketing & Sales:

 Input from Design & Product Development: Marketing needs

information about new products, features, and target audience to develop
effective campaigns.

 Collaboration with Merchandising & Buying: Sales and marketing

leverage buying decisions to create targeted promotions and highlight
key product categories.

 Dependence on Store Operations: Successful sales rely on well-

stocked shelves, efficient customer service, and a positive in-store
experience managed by store operations.

Store Operations:

 Coordination with Merchandising & Buying: Store operations rely on

accurate stock information and timely deliveries to ensure shelves are
well-stocked.

 Communication with Marketing & Sales: Store staff needs to be

aware of ongoing promotions and product features to effectively
communicate with customers.

 Dependence on Human Resources: Store operations rely on HR to

recruit and train qualified staff who can deliver excellent customer
service.

Human Resources:

 Collaboration with All Departments: HR recruits staff with the skills

needed for each department, ensuring smooth operation across the
organization.

 Support for Training & Development: HR develops training programs

to equip staff from various departments with the necessary knowledge
and skills to perform their roles effectively.

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3.6 Analytical Study of Work / Assignment / Training
During the intership in max fashion 7seas Vadodara I’m thrilled to dive
into the world of retail market research .my primary project centres on
understanding user perceptions when selecting retail store partners.

 Work and Assignments:

 Department-Specific: Tasks and assignments will vary greatly depending

on the department. Here's a general breakdown Product Development &
Design: Tasks might involve trend research, designing new clothing
lines, collaborating with suppliers, and ensuring quality control Sourcing
& Production: Responsibilities could include sourcing materials,
negotiating with suppliers, managing production processes, and quality
control checks
 Marketing & Sales: This department might handle tasks like developing
marketing campaigns, managing social media presence, creating visual
merchandising displays, and assisting customers on the shop floor Store
Operations Store staff might be responsible for stocking shelves,
operating cash registers, providing customer service, maintaining store
cleanliness, and handling returns/exchanges Human Resources HR tasks
could involve recruitment, onboarding, training development, payroll
processing, and employee relationsProject-Based Work: Some
departments might work on specific projects like launching a new
product line or implementing a new marketing campaign Performance
Metrics: Employees might be evaluated based on metrics relevant to
their role, such as sales figures for the store team or design concepts
approved for production.
 Training:

 Onboarding: New hires likely undergo an onboarding process specific to

their department. This might involve learning about company policies,
product knowledge, and basic procedures.

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  Skills Training: Training programs could focus on specific skills like
operating cash registers, visual merchandising techniques, customer
service techniques, or software used in specific departments Product
Knowledge Training: Employees might receive training on new product
lines, materials, and features to effectively answer customer questions.

 Soft Skills Training: Communication, teamwork, problem-solving, and

conflict resolution might be addressed through training programs
Leadership Training: For potential or existing team leads, training might
focus on leadership skills, delegation, and performance management.

 Analysis:

 Variety of Tasks: Working at Max Fashion likely involves a variety of

tasks depending on the department and role.

 Importance of Customer Service: Customer service seems to be a crucial

aspect across all departments, ensuring a positive shopping experience.

 Adaptability and Learning: The fast-paced retail environment might

require employees to be adaptable and willing to learn new skills.

 This analysis is based on general assumptions and publicly available

information. The actual work, assignments, and training programs at
Max Fashion might differ significantly

 Job Postings: Analyze job postings on Max Fashion's website or job

boards to understand the specific responsibilities and skills required for
different positions.

 Online Reviews: Read online reviews from current or past Max Fashion
employees to gain insights into their daily work experiences and training
opportunities.

 Industry Reports: Research reports on the retail industry might provide

insights into typical training and development programs in similar
companies.

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3.7 Conclusion

 Max Fashion has established itself as a leading value fashion retailer

through its commitment to affordability, trendy styles, and a wide
product range. Their strong brand presence, global reach, and robust
online platform position them for continued success. The potential
introduction of a dedicated Product Management team can further
enhance their ability to deliver products that resonate with customer
needs and market trends.
 While Max Fashion enjoys a strong position, the fast-paced retail
industry presents constant challenges. Increased competition, economic
fluctuations, rising input costs, and concerns about the environmental
impact of fast-fashion require them to adapt and innovate. Focusing on
sustainable practices, data-driven decision making, and building a strong
team can help Max Fashion navigate these challenges and maintain its
position as a leader in affordable fashion.
 Max Fashion prioritizes offering a positive customer experience through
a variety of visual aids, well-stocked stores, and trained staff. Their focus
on affordability and trendy styles caters to a broad audience. By
fostering collaboration between departments and continuously
optimizing their operations, Max Fashion can ensure a seamless
shopping experience for customers, from browsing online to purchasing
in-store

3.8 Suggestion
There are area where max fashion need to work upon and improve in the
respective area.my suggestions would we: -

 Product Development & Sustainability:

 Expand Sustainable Product Lines: Capitalize on the growing

consumer interest in eco-friendly fashion by offering a wider range of
sustainable clothing options made from recycled materials or with
organic cotton.
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  Transparency in Production: Increase transparency in their supply
chain by informing customers about production practices and ethical
sourcing initiatives.

 Durability and Repair Services: Consider offering clothing lines with a

focus on quality and durability, potentially paired with in-store or
partnered repair services to extend garment life.

 Customer Experience & Technology:

 Personalization: Implement loyalty programs or targeted marketing

campaigns to personalize the shopping experience for customers based
on their purchase history and preferences.

 Omnichannel Integration: Further streamline the integration between

online and offline channels. This could involve offering click-and-collect
options in all stores, allowing for online reservation of fitting rooms, or
providing in-store staff with access to customer purchase history for a
more personalized interaction.

 Augmented Reality (AR) Integration: Explore the use of AR in the

Max Fashion app, allowing customers to virtually try on clothes before
purchasing.

 Marketing & Social Media:

 Engaging Social Media Content: Create engaging social media content

that goes beyond product promotion. Highlight behind-the-scenes
glimpses of design processes, collaborate with influencers who align
with their brand values, or run interactive contests to build brand loyalty
and community.

 Community Outreach: Partner with organizations promoting social

causes or environmental sustainability initiatives to enhance their brand
image and connect with their target audience.

 Data-Driven Marketing: Utilize customer data insights to create

targeted marketing campaigns that resonate with specific customer
segments.

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  Additionally:

 Employee Training & Development: Invest in ongoing training

programs for all staff to ensure strong product knowledge, customer
service skills, and awareness of Max Fashion's sustainability initiatives.

 Market Research & Trend Analysis: Continuously conduct market

research and analyse fashion trends to ensure their product offerings
remain relevant and exciting for their target audience.

3.9 Outcome of the Internship

Customer:

 Enhanced understanding of market research Finding affordable,

trendy clothing that meets your style preferences and budget.

 Application of mba knowledge. I had the opportunity to apply

theoretical concepts learned during my MBA studies to real-world
scenarios, which significantly enriched my learning experience.

 Valuable Skills & Knowledge: Gaining experience in retail operations,

customer service, fashion trends, and potentially visual merchandising.

 Fast-Paced Environment: Adapting to the fast-paced nature of retail,

which can be both challenging and stimulating.

 Career Advancement: Opportunities to progress within the company,

potentially moving into leadership roles or transferring to different
departments.

 Improved Data Collection and Analysis Skills:

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 I developed practical skills in data collection, entry, and analysis through
hands on experience with survey administration and statistical tools.

 Exposure to the Fashion Industry: Working at Max Fashion can

provide valuable insights into the workings of the fashion industry, from
product design to retail operations.

 Developing Soft Skills: Retail experience often helps develop strong

communication, teamwork, problem-solving, and time-management
skills.

 Building Customer Relationships: For customer-facing roles, the

experience can hone interpersonal skills and build a foundation for
interacting with diverse customer groups.

 Additional Factors:

 Department: The specific outcomes might also depend on the

department you work in. For example, working in design could lead to a
strong portfolio and design skills, while working in marketing could
provide experience with social media strategies or campaign
development.

 Company Culture: The overall work environment and company culture

can significantly impact your experience. A positive and supportive
culture can lead to higher job satisfaction and motivation.

Page 55 of 79
 Chapter 4 : Research work

4.1 Research Title

As an intern at max fashion in Vadodara my primary focus is on conducting a

comprehensive market research project titled
A Study on Consumer Behaviour Analysis in retail industry

 This research explores customer service practices at Max Fashion, a

leading value fashion retailer, from a Human Resources (HR) perspective.
It examines how HR functions contribute to delivering a positive customer
experience, focusing on areas such as recruitment, training, and
performance management.
 The study investigates the specific skills and qualities Max Fashion seeks
in customer service representatives. It analyses training and development
programs offered by HR to equip employees with the necessary skills to
effectively interact with customers and resolve their queries. Additionally,
the study explores how HR performance management practices motivate
and engage employees, ultimately impacting customer satisfaction.

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 By analysing these elements, the study aims to identify potential areas for
improvement within Max Fashion's HR practices. This could involve
recommending more targeted recruitment strategies, enhancing customer
service training programs, or implementing performance management
systems that incentivize positive customer interactions.

4.2 Research Objective

 Identify key customer segments based on demographics,

psychographics, and buying behaviour to understand their unique needs
and preferences
 Analyse customer shopping journey to identify touchpoints and
opportunities for improvement in the overall customer experience
 Evaluate the impact of factors such as pricing, product assortment, store
environment, and promotions on customer purchase decisions
 Measure customer satisfaction and loyalty to determine areas for
improvement and identify opportunities for customer retention
 Understand the role of digital channels in the customer journey and
identify opportunities for enhancing online and offline customer
experiences
 Identify emerging customer trends and preferences to inform product
development and marketing strategies

4.3 introduction of the research area

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 .
 Significance of the Study:
 Briefly explain the significance of studying customer service practices in
value fashion, particularly focusing on Max Fashion.
 Mention how your research findings can benefit Max Fashion and
potentially other value fashion retailers.

1.Content Marketing:
 Trend Spotlighting: Create informative and engaging content
highlighting the latest fashion trends in a way that caters to their target
audience.
 Style Inspiration: Offer styling tips and guides that demonstrate how to
create versatile outfits using Max Fashion pieces.
 Product Focus: Develop engaging product descriptions with high-
quality photos and videos showcasing different clothing lines and their
features.
 Behind the Scenes: Offer customers a glimpse into the design process at
Max Fashion, showcasing the creativity and effort behind their products.

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 This could be done through short video documentaries or social media
stories

1. Search Engine Optimization (SEO): Website Optimization:

o Technical SEO: Ensure your website is mobile-friendly, has a
fast loading speed, and a clean and user-friendly design.
o Technical issues can negatively impact search engine ranking.
o On-Page Optimization: Optimize product pages, blog posts, and
category pages with relevant keywords and meta descriptions that
accurately summarize the content.
 Image Optimization: Use high-quality images with
relevant alt text descriptions to improve website
accessibility and search engine ranking.
o Internal Linking: Create a strong internal linking structure on
your website, allowing users and search engines to navigate easily
and discover relevant content.

2. Social Media Marketing: Engage with your target audience through

social media platforms like Facebook, Twitter, LinkedIn, and Instagram.
Share educational content, industry news, patient stories, and updates
about your products. Use targeted advertising to reach specific
demographics and promote awareness campaigns or new treatment
options.

3. Email Marketing: Build an email list of interested individuals, such as

patients, caregivers, and healthcare professionals, and send them regular
updates, newsletters, and educational content. Personalize your emails
and segment your audience based on their interests or needs to deliver
more relevant information. Ensure compliance with relevant regulations
like GDPR or HIPAA when handling personal information.

4. Influencer Marketing: Collaborate with influencers or subject matter

experts who have a significant following in the healthcare or
pharmaceutical field. They can help promote your products, educate
their audience about your treatments, and provide testimonials.
However, it is essential to ensure compliance with regulatory guidelines
and disclosure requirements when using influencer marketing.

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 5. Pay-Per-Click (PPC) Advertising: Use targeted PPC ads on search
engines and social media platforms to drive traffic to your website,
promote specific products or services, or generate leads. Set up
campaigns with relevant keywords and carefully craft ad copy that
complies with regulations and guidelines.

6. Mobile Marketing: Optimize your website and marketing campaigns for

mobile devices, as a significant portion of internet traffic now comes
from smartphones and tablets. Consider developing mobile apps,
providing medication reminder tools, or offering telemedicine services to
enhance patient engagement and convenience.

4.4 Literature review

 By reviewing the existing literature on marketing strategies in the retail
industry , this study provides a comprehensive understanding of the
various approaches employed by retail companies to promote their
products, engage with key stakeholders, and navigate the complex
regulatory landscape. The findings of this review can assist retail
companies, marketers, researchers, and policymakers in developing
effective marketing strategies and addressing the challenges associated
with retail industry
 This review provides valuable insights into the influence of marketing on
customer awareness and perception of retail products. The findings
underscore the importance of responsible marketing practices that align
with regulatory requirements and ethical standards. Moreover, this
review identifies potential areas for future research to enhance our
understanding of marketing’s impact on customer perceptions in the
retail industry.

 Retail Industry and Value Fashion:

 Articles and journals: Search for academic publications on the retail
industry, particularly those focusing on the rise of value fashion and its
impact on consumer behavior.

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  Focus on affordability, fast fashion trends, and the target audience for
value fashion retailers. Examples might include:
o "Fast Fashion Consumer Culture: Exploring the Role of Social
Media" by Shaw et al. (2016)
o "Value Fashion Retailing and Consumer Shopping Motivations"
by Sprott et al. (2009)
 Customer Service in Retail:
 Articles and journals: Explore research on customer service practices in
the retail industry. This could provide insights into factors impacting
customer satisfaction and employee engagement in a retail setting.
 Focus on areas like:
o The impact of employee training on customer service quality.
o The role of HR practices in fostering a customer-centric culture.
o Examples might include:
 "The Impact of Service Climate on Customer Satisfaction
and Employee Performance" by Schneider et al. (1998)
 "The Role of Human Resource Management in Customer
Service Excellence" by Bowen et al. (1995)
 Content Marketing and SEO:
 Articles and online resources: Explore research on content marketing
strategies and SEO best practices in the retail industry.
 Focus on areas like:
o Developing engaging content that resonates with the target
audience.
o Optimizing website content for search engines.
o Building backlinks and improving website authority.
o Examples might include:
 "Content Marketing Strategies for E-commerce Businesses"
by Content Marketing Institute (
 Company Reports and Industry News:
 Company Reports: While Max Fashion might not have publicly
available annual reports, you can search for reports by industry research
firms that analyze the retail landscape and discuss the performance of
major players, potentially including Max Fashion.

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  Industry News: Look for news articles or industry publications that
discuss Max Fashion's recent developments, marketing strategies, or
customer service initiatives.

4.5 Research Objective

 customer Service:
 To analyze the impact of Max Fashion's HR practices on customer
service delivery. This could involve studying recruitment strategies,
training programs, and performance management systems to understand
how they contribute to employee engagement and ultimately customer
satisfaction.
 Marketing:.
 To explore the potential of using new marketing channels, such as
influencer marketing or augmented reality, to engage customers and
promote Max Fashion products. This would require research on
emerging marketing trends and their potential application within the
value fashion industry.
 Human Resources:
 To investigate the training and development opportunities offered to
Max Fashion employees, particularly those focused on customer service
skills. This could involve studying training programs, employee
feedback, and the effectiveness of training in improving customer
service interactions.
 Operations:
 To assess the efficiency of Max Fashion's supply chain management
practices and their impact on product availability and customer
satisfaction. This could involve studying sourcing strategies, inventory
management systems, and the potential for improvement in these areas.

 4.6 Hypothesis
Customer Service:
 H1: Max Fashion's investment in comprehensive customer service
training programs for employees leads to higher customer satisfaction
ratings.

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  H2: Employees who perceive a strong emphasis on customer service
culture within Max Fashion are more likely to be engaged and deliver
positive customer experiences.
Marketing:
 H1: Implementing a targeted social media marketing strategy focused on
user-generated content will increase brand awareness and engagement
among Max Fashion's target audience.
 H2: Collaborating with fashion influencers who align with Max
Fashion's brand values will have a positive impact on sales and brand
perception.
Human Resources:
 H1: Providing opportunities for career development and advancement
within Max Fashion will lead to increased employee retention rates.
 H2: A positive and supportive work environment at Max Fashion will
contribute to higher employee morale and improved customer service
interactions.
Operations:
 H1: Optimizing Max Fashion's inventory management practices will
result in a reduction in stockouts and increased customer satisfaction.
 H2: Offering customers transparent information about Max Fashion's
sustainability efforts will positively impact brand image and customer
loyalty.

4.7 Research Methodology

There are several different types of research methodologies that can be

used depending on the nature of the research question and the data being
collected. The Research Methodologies used here are
1. Survey Research
2. Case Study
3. Content Analysis

 Case Study
 Case study research methodology in the retail field is a qualitative
research approach that focuses on in-depth investigation and analysis of
a specific case or a small number of cases within the retail industry. It

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 involves detailed examination of real-life situations, events, processes, or
individuals to gain a deep understanding of the underlying factors,
dynamics, and outcomes.

 In retail case studies, researchers typically select cases that are relevant
to the research question or objective, such as a particular drug
development process, , regulatory approval, or market launch. The cases
can involve various stakeholders, including relevant parties.

 Content Analysis
 Content analysis is a research method that can be applied in various
industries, including the retail industry. It involves systematically
analysing and interpreting qualitative or quantitative data from various
sources, such as documents, publications, social media, or any other
form of communication.
4.7.1 Research Design

In the retail industry, various types of research designs are employed to

investigate and evaluate the safety, efficacy, and effectiveness of product .
Here are some common research designs used in fashion retail industry
research:

 Survey Research:

 Strengths: Provides quantitative data from a large sample size, allowing

for statistical analysis and generalizable findings.

 Suitable for:

 Studying customer satisfaction with service, product selection, or overall

shopping experience at Max Fashion.

 Case Study:

 Strengths: Provides a detailed and in-depth understanding of Max

Fashion's specific practices and their impact. Allows for the use of
multiple data sources (documents, interviews, observations).

 Suitable for:

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  Analyzing the effectiveness of a specific marketing campaign or
customer service initiative implemented by Max Fashion.

 Mixed Methods Research:

 Strengths: Combines quantitative and qualitative data for a more

comprehensive understanding. Provides a broader picture of the
phenomenon under study.

4.7.2 Sample Design and Sampling

 Sampling Size – 103

 Sampling – Random Sampling Technique

4.7.3 Data Collection customer behaiver , Preparation and Collection

Data collection is an essential step in conducting research or gathering

information for various purposes. Selecting an appropriate data collection
instrument and preparing for data collection are crucial to ensure the validity
and reliability of the data obtained. Here are the steps involved in instrument
selection, preparation, and data collection:

Define the research objectives or information needs: Clearly articulate the

purpose of your research or the specific information you want to collect. This
will help you determine the type of data you need and guide your instrument
selection process.

Identify the target population or sample: Determine the population or sample

from which you will collect data. Consider the characteristics of your target
audience, such as demographics, location, or specific criteria, which may
influence your customer selection.

Review existing instruments:. Conduct a literature review or consult with

experts to identify relevant instruments.

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Preparing data collection materials: Prepare all the necessary materials required
for data collection. This includes
printing or creating copies of the
product, consent forms (if
applicable), instructions for
participants, and any other
supporting documents. Ensure you
have all the resources needed for
data collection, such as pens,
recording devices, or software.

Data collection: Implement your

data collection plan, following the
procedures outlined in your instrument and any additional instructions provided
to the participants. Maintain consistency in the administration of the instrument
and address any participant queries or concerns. Document any relevant
information or observations during the data collection process.

Data entry and organization: Once data collection is complete, enter the
collected data into a suitable format, such as a spreadsheet or statistical
software. Ensure data entry is accurate and double-check for any errors.
Organize the data in a logical manner, labelling variables appropriately and
storing them securely.

4.7.4 Research Data Analysis

 Quantitative Data Analysis:

o Use statistical software (e.g., SPSS, Google Sheets with add-ons) to
analyze data from multiple-choice and Likert scale questions.

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  Calculate frequencies, percentages, and means to understand how
many respondents chose each option and the average response for each
question.

 Use Chi-square tests or correlation analysis to explore relationships

between variables (e.g., is there a connection between customer age
and satisfaction with product selection?)

 Qualitative Data Analysis:

o Analyze open-ended responses thematically. Look for recurring themes,

ideas, or suggestions mentioned by participants.

o Consider using qualitative data analysis software (e.g., NVivo) if you

have a large volume of responses.

 Here are some resources to help you with data analysis:

 Free Online Resources:

o Google Data Studio: (https://datastudio.google.com/) - Free tool for

creating visualizations from various data sources.

o SurveyMonkey Analyze: (https://www.surveymonkey.com/mp/analyze/)

- Offers basic data analysis features for SurveyMonkey users.

 If you conducted interviews or focus groups:

 Transcribe the audio recordings of your interviews or focus groups.

 Use thematic analysis to identify key themes, patterns, and insights

emerging from the discussions.

 Use quotes from participants to support your findings and bring a human
voice to your analysis.

 The Research Data Analysis

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The data id collected via survey done in the form of questionary. The collected
data is shown below and their respective interpretation as well.

 Interpretation
 Total 103 responses collected.
 Out of which Makes – 63.1%

Females – 36.9%x

Interpretation

 Total responses collected – 103

 Maximum number of respondents are from age group of 21-25.
 The highest number of respondents are 22 year old and that is 26.2%.

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Interpretation

 Total Responses – 38
 68.4% respondents are students
 Rest 31.6 % are Employed.

Interpretation

 Total respondents – 38
 The highest population is with No Income that is 60.5%
 18.4% of respondents are earning between 1-3 lakh per annum
 13.2 % respondents are in earning range of 3-5 lakh per annum.

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Interpretation

 In geographical data the highest level of retail industry is seen from

Vadodara, Gujarat that is 36.8%
 The secand highest are from Indore, M. P. that is 31.6%.
 Rest are divided in small portion from different areas.

Interpretation

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  This question was there to understand that are people how much they
spend to there shopipng
 It was found that 84.5% of respondents are aware of the fact.
 Rest 15.5 % are not aware.

Interpretation

 The question simply meant to understand the, does the public has
understanding of how comfortablw time preferabal performed.
 Here 68.9% people are aware and has idea about preferable time to shop
 Our of all 57.1 % respondents are have mark to shop this time is best to
shop .

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Interpretation

 The question tells us about, which type of improvements they wants to

improvements in max fashion retail industry have the respondents seen
in real life which will describe which platform or way are leading more
to customers.
 With 53.4% the most prominent way is all 3 ways of marketing that are
1. Better lighting
2. Other products variety.
3. Better products organization
 Next we have Conventional improvement with 24.3%, which people
have seen in real life.

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Interpretation

 Here we tested the trust of customers over our product and which is
most trust worthy source.
 People have more trust on max fashion clothing material executive with
the highest percentage quality of product 51.5%.

Interpretation

 we wanted to understand that according to customers what would be the

possible reason for returning the items and how it would be resolve.

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Interpretation

 Question was to understand the effects of customer service in the store

when the customer buy on that time there behavior to words employes
and does it influence their choice of buying product.
 60.2 % people are influenced by the quality of product by max fashion
retail companies strategies.
 Out of all 39.8% respondents believe there is no effect of customer
service on their buying behaviour.

Interpretation

 Products which are advertised is known to customers but it does not

mean that they prefer or trust the product. So to find their preference 1
branded and advertised product is kept with other non advertised product
to know which one the customers will pick.

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  78.6% of the respondents picked Benadryl the branded products as their
choice.
 The other product got a preference of 11.7% Kofol and 9.7% people with
viscodyne.

Interpretation

 Marketing is obviously a prominent part for companies growth. Here we

identified that does the customers believe that money spent in marketing
is worth it or not.
 78.6% people believed it help in organization growth.
 21.4 % are in Favor of No.

4.8 Findings

 Majority of the respondents were of 22-year-olds that is 26.2%.

 In total of 103 responses 63.1% population is of Male and 36.9 from
Females.
 84.5% people think that marketing is the most important aspect of retail
fashion companies.
 More than half that is 59.2% respondents believe that conventional
marketing is better than digital marketing.

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  A retail Company executive is considered as the most trust worthy
source of information regarding brand max fashion with vote percentage
of 51.5%.
 60.2% are influenced by the product quality or it will help to marketing
done companies.
 Out of all respondents 78.6% of them choose a well marketed product
urb_n rather that non marketed products.

4.9 Conclusion

 The findings suggest that marketing strategies in the retail industry

have a significant impact on customer perception and awareness.
Traditional marketing methods such as direct-to-consumer
advertising and sales representative interactions remain valuable,
but digital marketing strategies, including social media marketing
and online educational resources, offer new opportunities for
engagement and building trust. Collaborating with brand staff
professionals and influencers also positively influences customer
perception and awareness. retail companies should adopt a
multifaceted marketing approach, leveraging both traditional and
digital strategies, to effectively communicate with customers and
enhance their perception and awareness in the industry.

 From traditional approaches such as physician detailing and

direct-to-consumer advertising to more contemporary methods
like digital marketing and social media engagement, retail fashion
companies are diversifying their strategies to engage with
healthcare professionals, patients, and stakeholders across
multiple channels. The effectiveness of each strategy is influenced
by factors such as target audience, area, market trends, and
regulatory considerations.

 It is evident that digital platforms and data-driven insights are

becoming increasingly integral to retail industry marketing efforts.
Personalized marketing, enabled by data analytics and artificial
intelligence, holds the potential to create tailored interactions that

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 resonate with individual patients and healthcare providers,
fostering stronger relationships and better patient outcomes.

4.10 Industrial/Managerial/Societal Implications

 Industrial Implications:

 Rise of Value Fashion: Max Fashion's success contributes to the

growing popularity of value fashion, putting pressure on traditional
clothing retailers to offer competitive prices and keep up with fast-
changing trends. This can lead to increased competition within the
industry.
 Global Supply Chains: Like many fashion retailers, Max Fashion likely
relies on a complex global supply chain to source materials and
manufacture products. This raises concerns about ethical sourcing
practices, labor conditions in developing countries, and the
environmental impact of production processes.
 Fast Fashion Model: Max Fashion's focus on affordability and trendy
styles aligns with the fast fashion model. This can lead to issues of
overproduction, textile waste, and short product lifecycles. However,
Max Fashion might be taking steps towards sustainable practices, which
would need to be considered.

 Managerial Implications:

 Importance of HR Practices: Max Fashion's success relies heavily on

its employees, particularly those interacting with customers. Effective
HR practices in recruitment, training, and performance management are
crucial for delivering exceptional customer service.
 Data-Driven Marketing: Understanding customer preferences and
behavior through data analysis is essential for Max Fashion's marketing
efforts. They can utilize data to personalize marketing campaigns,
optimize their online presence, and target the right audience.
 Inventory Management: Maintaining optimal stock levels is crucial for
Max Fashion to avoid stockouts and lost sales. Efficient inventory
management systems can help them balance customer demand with
production cycles.

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  Societal Implications:

 Accessibility of Fashion: Max Fashion's affordability makes trendy

clothing more accessible to a wider range of consumers. This can be
seen as a positive step towards democratizing fashion.
 Ethical Considerations: Consumers are becoming increasingly aware
of the ethical and environmental implications of their clothing choices.
Max Fashion might face pressure to improve transparency in their supply
chain and adopt sustainable practices.
 Impact on Consumer Habits: The fast-changing trends and
affordability of Max Fashion clothing might contribute to a culture of
overconsumption. Encouraging mindful shopping habits among
customers could be a future consideration.

4.11 Limitations
 Product Quality:

 Focus on affordability might lead to compromises in material quality and

durability of clothing compared to more expensive brands.

 Fast fashion model can result in garments that are quickly outdated and
not designed to last.

Limited Selection:

 Focus on trendy styles might mean a smaller selection of classic or

timeless pieces that customers can wear for longer periods.

 Limited size ranges could exclude potential customers who don't find
clothes that fit them well.

Ethical and Environmental Concerns:

 Global supply chains raise questions about labor practices in factories

producing Max Fashion garments.

 Fast fashion model is known for its environmental impact, including

high levels of water and energy consumption, textile waste, and potential
use of harmful chemicals.

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  Limited transparency regarding sourcing practices can make it difficult
for customers to assess the ethical and environmental footprint of Max
Fashion products.

 Customer Service:

 Large stores with high customer volume might lead to challenges in

providing personalized service and addressing customer concerns
effectively.

 Employee training and compensation levels might impact the quality of

customer service interactions.

Marketing and Branding:

 Focus on affordability might create a perception of lower quality

compared to more expensive brands.

 Difficulties in establishing brand loyalty due to the fast-changing nature

of trends and focus on price.

These limitations can be addressed through various strategies:

 Investing in higher quality materials and construction.

 Offering a more balanced selection of trendy and classic styles.

 Improving supply chain transparency and adopting sustainable practices.

 Providing comprehensive customer service training to employees.

 Developing a marketing strategy that emphasizes value beyond just

affordability.

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