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A STUDY ON

CUSTOMER PERCEPTION ABOUT DHIRAJ FASHION


WORLD --MULTI-BRAND OUTLET
IN SURAT

INDEX

CONTENT PAGE

ACKNOWLEDGEMENT 3
INDUSTRY PROFILE 4

1
COMPANY PROFILE

5
GROUP COMPANIES

9
OBJECTIVE OF THE STUDY

10
RESEARCH METHODOLOGY 11
DATA ANALYSIS 13
CONCLUSION & SUGGESTION 16
QUSETIONNAIRE 18
BIBILOGRAPHY 20

ACKNOWLEDGEMENT

I undersigned VIKAS BADAMI have taken very sincerely and heartily an opportunity
to
express my feeling of gratitude toward the ICFAI National College.

I am highly in debited and grateful to Mrs. MEGHNA DANGI, the Director of ICFAI
National
College for arranging exposure to the interim project report.
I would also thankful to my professor Mrs. SHITAL PADHIYAR, who has guided me
during
the whole management thesis. He sincerely deserves an appreciation for his
guidance and
mentorship. I also great fully acknowledge all the faculty member of ICFAI
National College for
providing me direct or indirect aid.

It gives me an immense pleasure to convey my profound gratitude & sincere thanks


to my
mentor Mr. IRFAN SHEIKH, employee of Dhiraj Fashion World, athwagate, Surat for
authentic interest & providing us valuable guidance in my management thesis.

Last but not least I would also thank my parents and friend circle for their
continuous
encouragement and moral support during the research project and other people who
helped me in
preparing this report, directly and indirectly.

INDUSTRY PROFILE

India is witnessing an unprecedented consumption boom. The economy is growing


between 8 to
10 percent and the resulting improvements in income dynamics along with factors
like favorable
demographics and spending patterns are driving the consumption demand. Indian
Retail Industry
is ranked among the ten largest retail markets in the world. The attitudinal shift
of the Indian
consumer in terms of "Choice Preference", "Value for Money" and the emergence of
organized
retail formats have transformed the face of Retailing in India. The Indian retail
industry is
currently estimated to be a US$ 200 billion industry and organized Retailing
comprises of 3 per
cent (or) US$6.4 Billion of the retail industry. With a growth over 20 percent per
annum over the
last 5 years, organized retailing is projected to reach US$ 23 Billion by 2010.

The Indian retail industry though predominantly fragmented through the owner -run
" Mom and
Pop outlets" has been witnessing the emergence of a few medium sized Indian Retail
chains,
namely Pantaloon Retail, RPG Retail, Shoppers Stop, Westside (Tata Group) and
Lifestyle
International. In the last few years, Indians have gone through a dramatic
transformation in
lifestyle by moving from traditional spending on food, groceries and clothing to
lifestyle
categories that deliver better quality and taste. Modern retailing satisfies
rising demand for such
goods and services with many players entering the bandwagon in an attempt to tap
greater
opportunities.

According to the report of American Management Consulting Firm A. T. Kearney's


2006 Global
Retail Development Index (GRDI), India is on the first position , continuing for
two years (2005
and 2006), among 30 countries as the world's most attractive market for mass
merchant and food
retailers seeking overseas growth. On the other hand, China is loosing its
attractiveness and
making the way to India GRDI helps retailers to prioritize their global
development strategies by
ranking emerging countries based on a set of 25 variables including economic and
political risk,
retail market alternatives, retail saturation level, and the difference between
gross domestic
product growth and retail growth. The study quotes: "The Indian retail market is
gradually but
surely opening up, while China's market becomes increasingly saturated."

COMPANY PROFILE
Dhiraj Sons Mega Store Pvt. Ltd is a corporate group comprising of a business
activity firms like
mega store, super store, music shop, card shop, toy shop and fashion world.

Dhiraj Sons is in business since last 62 years, starting off with doing small
business in grocery
and kirana shop in posh area of athwalines, Surat. It was the first to start a
family General Store
in 1972, namely Athwa General Store.

Subsequently following the overwhelming response from the people, for the first
time in Gujarat,
it ventured into a departmental store �Dhiraj Sons� in 1984. It became a pioneer
in introducing
for the first time in Gujarat the self service system and online computerized
billing system.
Continuing with the successful progress march, it also added a greeting card shop.
a music shop,
plastic corner and a stationery corner to its establishment in the year 1995,
which was due to the
faith and love of the people of surat in them and their management, wgicch made
them stand
apart from the rest of their competitors. In 1999, they inaugurated Dhiraj Sons-
The Mega Shop
at Chowpatty, a 15000 sq. ft shopping store. A complete �shop entertainment�
environment kind
of store. Catering to demands of their valued customers, in 2002 they unveiled
Dhiraj Sons for
their shopping ease and comfort.

From a small Grocery Store in 1984 to super store, Mega store and fashion world in
2002 shows
the kind of progress they have made and always leading from the front. This all
has been
possible because of the trust and love from their valued �Dhiraj Customers� due to
their fellow
staff members. This was always promoted them to take a major step forward in
presenting their
customers with new innovations and dimensions.
Dhiraj Fashion World has been a pioneer in introducing the concept of mega retail
store in Surat
called �Dhiraj Fashion World� for the entire family. It is a multi brand outlet.

Dhiraj Fashion World is a grand fashion world for men, women, kids Garments &
Accessories
and presenting a constant change.

The entire place is totally air conditioned with gorgeous automatic entrance. In
an extremely
price sensitive market like Surat, the Dhiraj Fashion World has been successful in
maintaining
the equilibrium between quality and price.

Though Dhiraj Fashion world store, the company has brought to surat masses an
ambiance
conductive for shopping, and offers customer tremendous convenience to shop . in
addition . the
superstore also offers a varied range of brands, Which encompass every aspect of
modern
dressing in Surat.

With Dhiraj Fashion world, the company believes in providing assistance per
excellence to its
customers, despite the store being self service store. The company aims to deliver
value to the
customers through various unique avenues.

Another highlight of the Dhiraj Fashion World service is � NO question asked�


exchange policy,
which allows customers to exchange products with in 30 days of buying them,
without giving
any reason.
MEN FASHION CATEGORY

Formal: Louis Phillipe, Arrow, Allen Solly, Excalibur, Indigo Nation, Scullers,
Bay Island,
Parx, Provogue, Shape, Albastar, Recardo, Cottony
Casuals : Mufti, Dockers, Colours, Athen, Mercy, M.Square, Status Quo, League,
Hiedelbarg,
Rugby, Crave, Crush, Kevin Ninan
Denims : Lee, Levis, Wrangler, Lee Cooper, Spykar, Pepe, Liveln
Party Wear Black Barry, Givo, Denis Parkar, Manish Creation, X-posed, Rod, Pranks,
Cartel
Sports Wear : Reebok, Beeve
Accessories: Exciter, Parx, Park Avenue, Jockey, Chromozome, Bonjour, Celestial-
Horse
Watches: Timex, Titan, Espirit, Giordano, Citizen, Raymond Rence
Footwear: Reebok, Nike, Lee Cooper, Rockport, New Balance, Hitz, Piccasso, Franco
Leone
Perfumes: Boss, Paco Rabane, Hugoboss, Gucci, D.Jel.Pozo

WOMEN FASHION CATEGORY

Westerns : XTC, Oobe, Chimera, London Fashion Couture, Jealous, Scullers,


Provogue,
Fashion News, Anjanee, Mentor, Looks, Feel 'em on, Peach, Pause, Lee, Levis,
Wrangler, Lee
Cooper, Spykar, Pepe, Polo

Denims: Lee, Levis, Wrangler, Lee Cooper, Spykar, Pepe


Salwar Kameez: Satya Paul, Khema Agencies, Dress Line
Watches: Timex, Titan, Espirit, Giordano, Bentex, Citizen, Raymond Raynee, Pierre
Cardin
Footwear: Reebok, Nike, Red Tape, Lee Cooper
Cosmetics: Loreal, Lakme, Maybelline, Revlon, Shanaz Husain\

KIDS / INFANTS FASHION CATEGORY

Apparels: Origin, Danaboi, Twister, U-Tex, Gini & Jony, Zeal, Kid-Studio, Ruff, O'
Kids, Leo
& Barbie, Fragrance, Romano, My Kraft, Micky & Pooh, Infants

Accessories: Body care

DHIRAJ GROUP
FASHION WORLD

MEGA STORE

SUPER
MARKET

TOY SHOP

A grand Fashion world for branded Men, Women, Kids


Garments & Accessories and presenting a constant changing
Fashion World. The entire place is totally air conditioned with
gorgeous automatic escalator entrance.

A Three Stored store housing all kinds of groceries, toiletries,


food stuffs, household items, crockery's, watches, electronic
items, gift items etc.

A store housing all kinds of groceries, toiletries, food stuffs,


household items, crockery's, watches, electronic items, gift

items etc.

An extravagant collection of toys, soft toys and games are


available for kids of all ages.

Cards for Birthday, Anniversary, Sorry, Thank you, New year,


Christmas, Pateti, Idd, Condolences, Friendship, Love and Bets
Wishes.

All kinds of plastic items like buckets, tumblers, boxes, jars,


household items etc.

English, Hindi, Gujarati Audio Cassettes and Compact Discs.

OBJECTIVES
.
Primary objective:

The primary objective of project is : �The research work of analyzing the


parameters
considered by customers while purchasing particular brand of merchandise,
apparels, or
etc. in Dhiraj fashion world in surat city.

.
Secondary objective:

.
To find out brnd awareness of various brands of merchandise, apparels or etc. in
this store.
.
To study consumer behavior buying pattern.
.
To find out customer satisfaction level about goods and merchandise in this store.

.
To study the buying of consumer financial schemes in this store.
.
To find out improvements in terms of promotional tools
RESEARCH METHODOLOGY

The research process involves a number of inter related activities and should
remember
that the various steps involved in research process are not mutually exclusives
nor they
are separate and distinct.

For this search in used the descriptive research design. At this stage the
researcher build
some idea about sampling methods, source of data and method of data collection.

I have also used exploratory research design to some extent in the beginning of my
study.

.
Primary data collection:

It consists of original information for the specific purpose. Primary data is more

time consuming but data is usually relevant to conduct research. I collected


primary data through observation and questionnaire. For primary data;

Sample size; 20 respondents


Survey area; some part of Surat

.
Secondary data collection:

Secondary data is collected on the basis of records of the company. I also used
different books, web sites, newspaper and magazines to collect data.

CONSUMER PROFILE

As mentioned earlier in the research methodology, the sample universe in limited


to the
consumers who made repetitive purchase of brand apparels from the multi brand
outlets
in the city. There fore, the selection of population for survey was sample reason
that
people in this section are highly brand conscious and simultaneously prefers to
shop at
the best and the most renowned outlets of the city.
31-40
20%

below21
10%
21-30
60%
41-55
10%
below21
21-30
31-40
41-55
It is generally seen that the concentration of multi brand outlet goers, is
largely found
between the age group of 21 to 30yrs. They are articulate in demonstrating tastes.
This
bracket helped to know what the young and fashionable consumers look for when they

shop and what are the attributes that would prompt a purchase from the mature and
conventional shoppers. Therefore the survey revolved around this section.

DATA ANALYSIS
Do you refer to go in Dhiraj Fashion World for purchase?

Are you agreed Dhiraj Fashion world is giving more benefits in purchasing?
Do you think that Dhiraj Fashion World more polite in services then other?

Are employees of Dhiraj FAShion World more polite in services then other?
Is Dhiraj Fashion World has good visual merchandising and display knowledge?

Do you think that Dhiraj Fashion World gives good discounts rates on their
products for their customer?
How frequently you come to Dhiraj sons?
CONCLUSION & SUGGETIONS

Widest range of men�s wear

under this attribute the survey attempts to find out those stores that provides
maximum
choice of brands to the consumers.

Dhiraj Fashion World is upheld by the consumers for offering the widest range of
men�s
wear of men�s wear like troucers,jeans shirts, t-shirts, undergarments, kids wear
& otheer
accessories. The store attains the fisrt possition with 32.33% support from the
respondents and TATA fabrics at second place with 31.84% support from the
respondents. A break-up analysis reveals that the store gets higher percentage of
votes
from male respondents than female segment.

Widest range of women�s wear

under this attribute the survey attempts to find out those stores that provides
maximum
choice of brands to the consumers.

Dhiraj Fashion World is upheld by the consumers for offering the widest range of
men�s
wear of men�s wear like troucers,jeans shirts, t-shirts, undergarments, kids wear
& otheer
accessories. The store attains the fisrt possition with 33.33% support from the
respondents and G3 at second place with 31.84% support from the respondents. A
breakup
analysis reveals that the store gets higher percentage of votes from male
respondents
than female segment.

Widest range of accessories


Dhiraj Fashion World is upheld by the consumers for offering the widest range of
men�s
wear of men�s wear like troucers,jeans shirts, t-shirts, undergarments, kids wear
& otheer
accessories. The store attains the fisrt possition with 43.38% support from the
respondents and TATA fabrics at second place with 18.90% support from the
respondents. A break-up analysis reveals that the store gets higher percentage of
votes
from male respondents than female segment.

The best instore service (sales person performance promptness of


payment, trial rooms etc.)

In the survey, feautures like sales-person performance, promptness of payments,


check
out facilities etc were clubbed less than one heading. These variables are largely

perceived as the contributing factors involved in making shopping a comfortable


and
enjoyable experience.

Dhiraj Fashion World scores 30.84% votes providing the best in store service in
the city.

Best after sales service

Assessing surat store on variables like reparations and reprisal of complaints to


merchandise purchased, prompt replacements or refunds, etc., consumers have yet
again
assigned top preferences to Dhiraj fashion world with 40.79% appreciation.
20
Questionnaire

Name :________________________________________________

Age:________ (m): ______________________________________

1.What is the age of respondent?


Below 20 years
20-40 years
41-60 years
Above 60 years

2.Do you prefer to go in Dhiraj fashion World for purchase?


Yes

No
3.Are you agreed that Dhiraj fashion World is giving more benefits in purchasing?
Yes

No

4.Do you think that Dhiraj fashion World is providing more product facilities?
Yes
No
5.Are employees of Dhiraj fashion World more polite in service than other?
Yes

No
6. Is Dhiraj fashion World has good visual merchandising and display knowledge?
Yes
No
7.Is do you think that Dhiraj Fashion World gives good discounts rates on their
products
for their customers?

Yes
No
8. How frequently you come to Dhiraj Fashion World?
At least once in week
In a month
In a year
Thank you
23
BIBILOGRAPHY

www.dhirajsons.com

Donald R.copper pamela s. schinder, business research method,6th


edtition.