Customer Satisfaction Towards Lifestyle Stores

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE
ACKNOWLEDGEMENT
An acknowledgement is something which is overlooked by many, but it forms and integral
part of my project and is the only means through which I could communicate my thanks to
all those who have extended their help and support with selflessness in an untiring manner.
Behind every achievement lies the support and encouragement by many, without whom the
endeavor would ever have been successful. To those important personalities whose
guidance, cooperation and encouragement had helped me in building up this work, I offer
my sincere words of gratitude from the depths of my heart.
I am very much thankful to my project guide Mr. _________________________ for

providing me valuable guidance and suggestion for doing this project.
I am indebted to the Management of LIFE STYLE Store, to HR Department and the other
staff for extending their active support and guidance throughout the project work.
Finally I am thankful to my parents and Lord Almighty without whose blessings tasks are
incomplete.
PREFACE
The MBA programme is well structured and integrated course of business studies .The
main objective of practical training at MBA level is to develop skill in the student by
BALDWIN METHODIST COLLEGE
supplement to the theoretical study of business management in general. Industrial training

helps to gain real life knowledge about the industrial environment and business practices.
The MBA programme provides student with fundamental knowledge of business and
organization function and activities as well as an exposure to strategic thinking of
management.
In every professional course training is an important factor. It is only the training through
which I come to know that what an industry is and how it works. I can learn about various
departmental operations being performed in the industry, which would in turn help me in
the future when I will enter the practical field.
In todays globalize world, where cutthroat competition is prevailing in the market,

theoretical knowledge is not sufficient. Beside this one need to have practical knowledge,
which would help an individual in his/her carrier activities and it is true that Experience
is the best teacher.
TABLE OF CONTENT
Chapter No.
1
4
5
6
7
8
Content
Page No.
Executive Summary
Industry Profile
Introduction of retailing
Retail Segments in India
Different formats of Retailing
Retail Market Trends
Indian Retail Industry
Market Size
Investment
Government Initiative
Road Ahead
Major Player
SWOT Analysis
Company Profile
Profile of group company Landmark Group
Profile of Lifestyle International Pvt. LTd.
Mission
Vision
Customer Policy
Concept Store of Lifestyle
Products available in Lifestyle
Accolades
Design of the study
Statement of the problem
Objectives of the study
Scope of the study
Research Methodology
Limitations
Data Analysis and Interpretations
Findings
Suggestions
Annexure
Bibliography
EXECUTIVE SUMMARY
Nowadays, customers have a wide choice of shops and stores where to buy different
products and services they may need. Products could be the basic daily fast moving
consumer goods like bread, mild, rice, edible oils, fruits and vegetables as well as clothes,
footwear, kitchenware, cosmetics, consumer durables like fridges, television, mobile
phones, cars and so forth. The current era has well informed customers as far as product
knowledge is concerned. Also there are so many retailers and marketers offering different
products and service at varying prices as per different customer segments.
So it would be interesting for marketers to know how best they can satisfy their customers
with their product offerings. Generally such branch awareness is carried out through
market research studies such as brand tracking. According to Kotler and Keller,
(2005:286) brand awareness is consumers ability to identify the brand under different
conditions, as reflected by their brand recognition or recall performance. Generally it can
be obtained from advertisements, product identification from customers on a routine basis
over time. Tracking studies typically employ quantitative measures to provide marketers
with current information as to how their brands and marketing programs are performing on
the basis of a number of key dimensions. They are a means of understanding where, how
much, and in what ways brand value is being created.
This research will focus on customer satisfaction towards LIFESTYLE brand store.
Customer Satisfaction plays important role in success of the organization. A satisfied
customer has good word of mouth and has repetitive purchase which increase sale of the
customer. A host of factors could come to mind regarding satisfaction such as attractive
(lower prices), good quality products, customer service, ambience of the store,
accessibility and location of the store, etc. thus, I have decided to do the study on the
above said topic.
Project starts with introduction of industry, its current status, government initiative,
retail format, major players etc. Second chapter is about company profile. Third chapter
deals with objective and research methodology. Last chapter is based on the analysis made
on the survey conduct of 100 respondents about their satisfaction level towards Lifestyle
store.
CHAPTER -1
INDUSTRY PROFILE
Introduction of Retailing:
Retailing refers to a conclusive set of activities or steps used to sell a product or a service
to consumers for their personal or family use. It is responsible for matching individual
demands of the consumer with supplies of all the manufacturers (Bajaj et al, 2005:p.2). a
retailer is a person, agent, agency, company, or organization which facilitates in reaching
the goods, merchandise, or services to the ultimate consumer rather than for resellers.
Viewed in the context of the channel of distribution, retailers are the important final link in
the process that brings goods and services from producers to consumers. Retaining is an
important link between first and last owner.
Retail technologies are becoming critically important as competitive tools. Progressive
retailers use computers to produce better forecast, control inventory cost, order
electronically from suppliers, send e-mail between stores and even sell to customers within
sores. Retailing is an important business activity which has economic significance in terms
of its contribution to the nations gross domestic product (GDP). There are millions of
retailers in the country who provide a good number of employment opportunity to the
people. As retailers operate in a terminal markets they provide a valuable service to the
consumers. For producers, retailers are like an extended arm for delivering the products
and services.
The following are some of the important services provided by retailer to a producer:
To cater to the consumer needs and align the product assortment to serve the
market,
Provide both forward and backward information,
Take part in the storage of goods, collection of payments, retail promotions on

behalf of wholesalers.
Important functions of retailing involve:
Providing personal services to all and two-way information.
They facilitate standardization and grading of goods and also undertake physical
movement and storage of goods.
They also assemble goods from various sources, stock goods for ready supply to
buyers, extend credit facility, and create demand by window display as well as
undertaking sales promotion activities.
Important features of retailers are the following:
Convenience- retailing provides customer convenience in terms of available hours,

finding needed products, fast checkout, location, parking etc.
Product selection- Retailing provides an opportunity to the customers for selection

of width and depth of assortment with required quality.
Special services- Some of the special services offered by organized retailers are:
special orders, home delivery, gift-wrap, entertainment etc.
Information- Displays, demonstrations, product information, customer education

etc.
Prices- Value, credit, special discounts, taxes or extra charges etc.
Some features that relate to social and emotional factors that include: social image
(maintain status), prestige, and psychological satisfaction of the shoppers.
Shopping atmosphere: it includes customer comfort, safety, excitement, relaxation

etc.
Retail Segments in India:

With various factors impacting growth in retail, some segments are bound to grow faster
than others. For instance, increasing affluence is driving growth in the watches and jewelry
segment, while awareness of health is driving growth in lifestyle pharmaceuticals.
However, food and grocery is expected to see the highest growth with clothing emerging
as the second fastest growing segment. Despite Food and Grocery being the fastest
growing retail segment in India today, only 8% of it is in the organized retail segment,
which offers a huge opportunity for malls to exploit. Presently, this segment is being
catered to by the unorganized players, notably the kiryana stores.
Retailing consists of all activities involved in selling goods or services directly to final
consumers for personal, non-business use. A retailer or retail store is any business
enterprise whose sales volume comes primarily from retailing. Retail is India's largest
industry, accounting for over 10 per cent of the country's GDP and around eight per cent of
the employment. Retail industry in India is at the crossroads. It has emerged as one of the
most dynamic and fast paced industries with several players entering the market.
The presence of 15million kiryana stores brings into light the very fact that the Indian
retail industry is highly fragmented/ unorganized. Retailing in India is gradually inching its
way toward becoming the next boom industry, organized retailing in particular. The whole
concept of shopping has altered in terms of format and consumer buying behavior,
ushering in a revolution in shopping in India. Modern retail has entered India as seen in
sprawling shopping centers, multi-storied malls and huge complexes offer shopping,
entertainment and food all under one roof.
The future of Indian retailing may even witness the concept of 24 hour retailing. Although
this concept has been in existence in few retail segments like pharmaceuticals and fuel, it
still remains to be a challenge for other segments like food and groceries, apparel etc to
adopt this trend.
Although the organized retailing in India is coming up in a big way, it cannot simply
ignore the competition from the conventional stores because of various factors like reach,
extending credit facility and other intangible factors like the human touch which are
provided only by the conventional stores.
The urban retail market has been adopting various new formats and the malls turned out to
be the trend setters by promising the concept of shoppertainment. The trends in the rural
market also have been changing from the old Haats and Melas to the rural malls like
Chaupal Sagar launched by ITC, DCM Shriram Groups one-stop shopping destination
called Hariyali Bazaar, Godrej groups agri store Adhar etc.
Different Formats of Retailing

1. Kiryana Store
Kiryana store, a combination of convenience and mom-and-pop stores, is a well-located
store. Ease of shopping, personalized services, credit availability and home delivery of
ordered merchandise are the major reasons for its patronage, even when it charges
average to above average prices, and carries a less number of items. These are generally
over-the-counter (OTC) stores and have a dull atmosphere. They carry about 5000
items. They are small stores generally less than 500 sq ft. Yet, they service almost
the complete purchase basket of customers. They are also useful for fill-in
merchandise and emergency purchases. Many customers shop at least two to three
times a week at these stores. These stores face most competition from supermarkets
that have started providing longer hours and better stocks of non-food items.
2. Upgraded Kiryana Stores
Some stores have upgraded themselves to offer both OTC and self-service. This is
a unique format that provides a cleaner and more hygienic environment for
shopping as compared to a small Kiryana store. The merchandise and other elements of
retail mix remain as in case of Kiryana.
3. Supermarkets
A conventional supermarket is a self-service food store offering groceries with
limited sales of non-food items, such as health and beauty aids and general
merchandise at discounted prices. They are larger in size and carry 9,000 to 11,000
items. They occupy between 1000 and 4000 sq. ft space. The self-service nature allows
supermarkets to cut costs, as well as increase volume. They are chosen due to volume
sales, self-service, low prices and cleaner and
brighter
ambience for
shopping.
Supermarkets offer medium variety of brands and SKUs. Conventional supermarkets

have to deal with intense competition from other types of food stores. Convenience stores
offer greater customer convenience; Hypermarkets have more product lines and
greater variety, low prices, as well as better gross margins; Wholesale dealers offer
wholesale prices and have low operating costs.
4. Hypermarkets
Hypermarkets are large (above 8000 sq. ft.) combination food and general merchandise
retailer. They stock a large assortment (40,000 to 60,000 items) and hence offer
more variety of merchandise, brands and SKUs. Merchandise includes groceries,
hardware, furniture, home appliances, clothes, sports equipment, and crockery.
Hypermarkets offer a clean, hygienic and bright environment for shopping. They offer
variety of promotional schemes to shoppers. Some hypermarkets are known to offer
lowest price in the market on their merchandise. This attracts consumers to such
hypermarkets. Economies of scale, efficient management of demand and supply chain
are main reasons why hypermarkets can offer lower prices in the market.
5. Wholesalers
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Wholesalers, although not retailers in strictly sense, attract retail customers for grocery
and food items in India. They offer only one or two types of merchandise (grains and
pulses), low variety and only one or two pack sizes (in which merchandise can be
purchased). Purchase from wholesalers thus takes place in bulk. The main attraction
of the wholesaler is its low price that may be lower than prices offered by
hypermarkets.
6. Other Existing Organized Retail Formats
a. Convenience store: A subdued version of a supermarket.
Merchandise: Groceries are predominantly sold.
Space occupied: Around 500 Sq. ft. to 3000 Sq. ft.
Example: stores located at the corners of the streets, Reliance Retails Fresh and Select.
b. Department store: A retail establishment which specializes in selling a wide range
of products without a single prominent merchandise line and is usually a part of a
retail chain.
Merchandise: Apparel, household accessories, cosmetics, gifts etc.
Space occupied: Around 10000 Sq. ft. 30000 Sq. ft.
Example: Landmark Groups LifeStyle, Trent India Ltd.s Westside.
c. Discount store: Standard merchandise sold at lower prices with lower margins and
higher volumes.
Merchandise: A variety of perishable/ non perishable goods.
Example: Viswapriya Groups Subiksha, Piramals TruMart.
d. Specialty store: It consists of a narrow product line with deep assortment.
Merchandise: Depends on the stores
Example: Bata store deals only with footwear, RPGs Music World, Crossword.
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7. Malls: The largest form of organized retailing today. Located mainly in metro
cities, in proximity to urban outskirts.
Merchandise: They lend an ideal shopping experience with an amalgamation of product,
service and entertainment, all under a common roof.
Space occupied: Ranges from 60,000 sq ft to 7, 00,000 sq ft.
Example: Pantaloon Retails Central, Mumbais Orbit.
8. MBOs: Multi Brand outlets, also known as Category Killers. These usually do
well in busy market places and Metros.
Merchandise: Offers several brads across a single product category
The percentage of organized retail per sector wise is very miniscule and this does not mean
that there is stagnation of growth because if we look at the Figure 5 we can clearly observe
the burgeoning pace of growth happening in all the sectors of Indian retailing. The fastest
growing formats include specialty stores, supermarkets followed by hypermarkets. The
relatively newer concept of E-tailing is also fast gaining popularity in the Indian market by
growing at a significant 9%.
RETAIL MARKET TRENDS:
New Product Categories: For a long time, the corner grocery store was the only choice
available to the consumer, especially in the urban areas. This is slowly giving way to
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international formats of retailing. The traditional food and grocery segment has seen the
emergence of supermarkets/grocery chains (Food World, Nilgiris, Apna Bazaar),
convenience stores (ConveniO, HP Speedmart) and fast-food chains (McDonalds,
Dominos). However that foray has been made into the non-food segment. These include
lifestyle/fashion
segments
(Shoppers'
Stop,
Globus,
LifeStyle,
Westside),
apparel/accessories (Pantaloon, Levis, Reebok), books/music/gifts (Archies, MusicWorld,

Crosswords, Landmark), appliances and consumer durables (Viveks, Jainsons, Vasant &
Co.), drugs and pharmacy (Health and Glow, Apollo).
Increasing competition: Reliance is planning to launch a nationwide chain of hyper
marts, supermarkets, discount stores, department stores, convenience stores and specialty
stores. These 5,500 stores will be located in 800 cities and towns in India. Other new
entrants such as Bharti Enterprises and the AV Birla group will compete against wellestablished retailers, such as Pantaloon Retail, Shoppers stop, Trent, Spencers and
Lifestyle stores. Foreign retailers are keenly evaluating the Indian market and identifying
partners to forge an alliance with in areas currently permitted by regulations.
Increase in Private Labels: Private labels have been gaining significance. More retailers
are introducing their own brands in all categories including Food & Groceries, apparel,
accessories, footwear. It is mainly growing among FMCG products in most supermarkets
with groceries accounting for 45.9%. They enhance the profitability levels of product
categories, increase retailers negotiation powers and create consumer loyalty. These own
brands also do not have to manage intermediaries since retailers maintain oversight of the
supply chain.
Shifting Toward Tier II and III cities: Indian retailers are planning to extend operations
into Tier II and Tier III cities as heightened IT off shoring activity in these locations have
increased consumers disposable income. The population in these cities is typically well
educated and willing to purchase goods and services. Some major retailers, like Globus,
Reliance Retail and Pantaloon, have already begun building a retail presence in Tier III
cities before many retailers have finalized their Tier II retail operations.
Venturing into Agri-Business: Indias most prestigious business houses and global
retailers are planning to enter retail agri-business. Market entrants plan to invest in the
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entire value chain, moving goods from the farm to the fridge at home. Viewed as Indias
next Sunrise Sector, retailers are employing contract farming as a means of boosting
their ventures. Contract farming enables farmers to access land, manpower and farming
skill without having to purchase land. Of the total Cultivable land of 400 million acres in
India, contract farming represents 7 million acres thus indicating a tremendous
opportunity. For pure corporate contracts between farmers and companies, only 2,00,000
acres are used.
Experimenting with formats: Selecting the right retail format is essential in modern
retailing. The difference between urban and rural customers is one of the reasons why
multiple formats are required in India. Local conditions and insights into buying-behavior
shape the format choice. No single format will be suitable for an all India strategy and
selecting the relevant format is the key success factor.
Indian Retail Industry

The Indian retail industry has presently emerged as one of the most dynamic and fast
paced industries as several players have started to enter the market. It accounts for over 10
per cent of the countrys gross domestic product (GDP) and around eight per cent of the
employment in India. The country is today the fifth largest global destination in the world
for retail.
India's strong growth fundamentals, along with increased urbanisation and consumerism,
offer immense scope for retail expansion for foreign players. Rapid emergence of
organised retail outlets, such as mega malls and hypermarkets, are augmenting the growth
of organised retail in the country. Retailers have made constant improvements in supply
chain and logistics for competitive advantage and meeting consumer demands. Ecommerce is expected to be the next major area for retail growth in India. The industry is
projected to touch US$ 200 billion by 2020.
India has occupied a remarkable position in global retail rankings on the back of high
market potential, low economic risk, and moderate political risk. In market potential, India
14
ranks fifth after the United States, China, Brazil and Canada. Retail market in India is
expected to reach US$ 1.3 trillion by 2020 from US$ 490 billion in 2013.
With the growth in the retail industry, the corresponding demand for real estate is also
being created. Further, with the online medium of retail gaining more and more
acceptance, there is a tremendous growth opportunity for retail companies, both domestic
and international.
Market Size
In 2013, the Indian retail sector was estimated at US$ 520 billion and was among the
largest employers in the country. By 2018, the Indian retail sector is likely to grow at a
compound annual growth rate (CAGR) of 13 per cent to reach US$ 950 billion. Food and
grocery is the largest category within the retail sector with 60 per cent share followed by
the apparel and mobile segment.
Organised retail, which constituted seven per cent of total retail in 2011-12 is estimated to
grow at a CAGR of 24 per cent and attain 10.2 per cent share of total retail by 2016-17,
according to a study titled 'FDI in Retail: Advantage Farmers' conducted by an industrial
body.
Of the overall retail market in India, unorganised players controlled 93per cent market
share during 2013. Organised retail is expected to account for 24 per cent by 2020.
The Government of India has approved 51 per cent foreign direct investment (FDI) in
multi-brand retail and increased foreign direct investment (FDI) limit to 100 per cent in
single-brand retail and cash and carry (wholesale) trading and exports. It also plans to
introduce Goods and Service Tax (GST) as a single unified tax system from the next fiscal
year.
15
India has about one million online retailers - small and large - which sell their products
through various e-commerce portals. Presently, these online retailers have started to use
the medium of online mobile apps to increase their reach to the customers. Several ecommerce firms - Myntra, Flipkart, Jabong, etc., have launched their own mobile apps.
Flipkart plans to use their US$ 1 billion funds raised to acquire companies in mobile
applications.
According to the TCS Gen-Y 2013-14 survey, a total of 68 per cent of teenagers shop
online, while 91 per cent own mobiles in smaller metros. Mobile phones and tablets were
the most popular gadgets among teenagers, highlighted the survey.
Investments
The foreign direct investment (FDI) inflows in single-brand retail trading during the period
April 2000 - July 2014 stood at Rs 842.53 crore (US$ 137.70 million), as per data released
by the Department of Industrial Policy and Promotion (DIPP).
Some of the other notable investments and developments in the Indian retail sector in the
recent past are as follows:
IKEA has entered into a memorandum of understanding (MoU) with the

Government of Telangana to set up its first store in India at Hyderabad.
Liberty Shoes has planned to improve its retail presence as it plans to double the
revenue to Rs 1,000 crore (US$ 165.38 million) within three years.
Walmart Stores invested Rs 623 crore (US$ 101.82 million) into its Indian cashand-carry operations in June 2014 to expand its network, thereby taking its total
investment in the country to nearly Rs 2,000 crore (US$ 326.91 million).
Online marketplace Infibeam looks to build an online presence for large retail
clients in West Asia with its technology platform Buildabazaar. The company has
partnered with Axiom Telecom and will handle its e-commerce business.
Argentina-based luxury brand La Martina - a polo lifestyle company known for its
apparel, technical equipment and accessories - has started operations with its maiden
store in New Delhi. La Martina has also diversified the brand to add general fashion
products for ladies, men and kids.
16
Japan-based Uniqlo plans to open up to 1,000 stores in India in the coming years to
tap into the growing consumption story and has announced a strategy to source
garments from the country. Uniqlo, which started as a chain of suburban roadside stores
in Japan, is targeting close to 1,500 stores across the globe by the end of August.
The combined entity of Flipkart and Myntra plans to launch a fashion incubator, a
first-of-its-kind move by an Indian startup, in its aggressive push to gain complete

dominance of the fast-growing online apparel category.
UK-based Tesco in equal partnership with the Tata Group's Trent plans to open six
to eight new stores in Maharashtra and Karnataka under three of its formats this
financial year. The stores will take the total number of Tesco-Trent outlets in the
country to 20.
Government Initiatives
The Government of India has taken several initiatives to boost the Indian retail sector. For
instance, the Ministry of Labour, Government of India has recently signed a Memorandum
of Understanding (MoU) with Flipkart to provide short-term training to its new employees
through its skill development initiative.
The changes in foreign direct investment (FDI) norms along with the relaxation of certain
regulations by the government are also seen as positive moves to attract more foreign
investments and enhance foreign trade. The government has allowed 100 per cent FDI in
Single-Brand Retail Trading (SBRT) and 51 per cent FDI in Multi-Brand Retail Trading
(MBRT).
In the Union Budget 2014-15, the Government of India announced a reduction in the
excise duty from 12 per cent to six per cent on footwear with retail price exceeding Rs 500
(US$ 8.17) per pair but not exceeding Rs 1,000 (US$ 16.34) per pair.
The Government of India has also proposed the Goods and Services Tax (GST). Once
implemented it will simplify the supply chain and bring down prices. This will help to
boost the Indian retail sector.
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It has also formulated specific regulations for foreign investors; for instance, global chains
planning to set up cold storages and warehouses in India will now need to invest only 50
per cent of the initial compulsory investment of US$ 100 million.
Road Ahead
Driven by a combination of demand, supply and regulatory factors, the Indian retail sector
is set to grow rapidly with a gradual shift toward organised retailing formats. Organised
retail penetration is expected to increase from 7.5 per cent in 2013 to 10 per cent in 2018 at
a robust CAGR of 19-20 per cent during that period.
Tier-II and Tier-III cities such as Jaipur, Nagpur, Ludhiana, Vadodara, Aurangabad, Kochi,
etc., are emerging as the new hot spots of consumption. Organised retailers are
increasingly setting up stores in these smaller cities with increasing focus on profitable
growth in the sector. E-commerce is also expected to be the next major area for retail
growth in India. Along with this, achieving profitable growth and inventory management
are also some major areas of focus in the times ahead for the retail companies in India.
MAJOR PLAYERS:
Pantaloon
Pantaloon is the most popular and biggest retailers in India with more than 450
stores across the country. Headquartered in Mumbai, it has more than 5 million sq.
ft retail space located across the country. It has the following retail segments:
Food & Grocery: Big Bazaar, Food Bazaar
Home Solutions: Hometown Furniture Bazaar
Consumer Electronics: e-zone
Shoes: Shoe Factory
Books, Music & Gifts: Depot
Health & Beauty Care: Star, Sitara
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E-tailing: Futurebazaar.com
Entertainment: Bowling Co.
Tata Group
Tata group established in 1998 is another major player in Indian retail industry with
its subsidiary Trent, which operates Westside and Star India Bazaar. The group also
has acquired the largest book and music retailer in India 'Landmark' in 2005. Trent
owns over 4 lakh sq. ft retail space across the country.
RPG Group
RPG Group is one of the earlier entrants which were started in the year 1996 in the
Indian retail market, with the food & grocery retailing. Later it also opened the
pharmacy and beauty care outlets 'Health & Glow'.
Reliance
Reliance is one of the biggest giant players in Indian retail industry. More than 300
Reliance Fresh stores and Reliance Mart are quite popular in the Indian retail
market. It is expected that in the year 2010 its sales would reach to Rs. 90,000
crores.
AV Birla Group
AV Birla Group has a strong presence in Indian apparel retailing with brands like
Louis Phillipe, Allen Solly, Van Heusen, Peter England are quite popular.
Other popular brands are Archies, Bata India Ltd, Big Bazaar, Crossword, Ebony
Retail Holdings
Ltd., Fabmall, Food Bazaar, Globus Stores Pvt. Ltd., Health and Glow,
Liberty Shoes Ltd., MTR Foods Ltd., Music World Entertainment Ltd., Pantaloon Retail
India Ltd., Shoppers Stop, Style SPA Furniture Ltd, Subhiksha, Titan Industries, Lifestyle,
etc. New entrants entering the market soon will be Reliance Retail Ltd, Wal-Mart Stores,
Carrefour, Tesco, Boots Group, etc.
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SWOT ANALYSIS:
A SWOT analysis of the Indian organized retail industry is presented below:
Strength:
1. Technology-intensive:
Retailing is technology driven which helps the organized
retailers to score over the unorganized retailers. Successful organized retailers today work
closely with their vendors to predict consumer demand, shorten lead times, reduce
inventory holding and ultimately save cost. Example: Wal-Mart pioneered the concept of
building competitive advantage through distribution & information systems in the
retailing industry. They introduced two innovative logistics techniques cross-docking and
EDI (electronic data interchange)
2. On an average a super market stocks up to 5000 SKU's against a few hundreds stocked
with an average unorganized retailer. This will provide variety in products (required
breadth & depth for consumers)
3. As a consequence of high volumes, procurement will be direct from the Manufacturer.
Hence, merchandise can be offered at lower costs.
Weakness:
1. Less Conversion level : Despite high footfalls, the conversion ratio has been very low
in the retail outlets in a mall as compared to the standalone counter parts. It is seen that
actual conversions of footfall into sales for a mall outlet is approximately 20-25%. On the
other hand, a high street store of retail chain has an average conversion of about 50-60%.
As a result, a stand-alone store has a ROI (return on investment) of 25-30%; in contrast the
retail majors are experiencing a ROI of 8-10%
2. Customer Loyalty: Retail chains are yet to settle down with the proper merchandise
mix for the mall outlets. Since the stand-alone outlets were established long time back, so
they have stabilized in terms of footfalls & merchandise mix and thus have a higher
customer loyalty base.
Opportunity:
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1. The Indian middle class is already 30 Crores & is projected to grow to over 60 Crores
by 2015 making India one of the largest consumer markets of the world. The IMAGESKSA projections indicate that by 2015, India will have over 55 Crores people under the
age of 20 - reflecting the enormous opportunities possible in the kids and teens retailing
segment.
2. Organized retail is only 3% of the total retailing market in India. It is estimated to grow
at the rate of 25-30% p.a. and reach INR 1,00,000 Crores by 2015.
3. Percolating down : In India it has been found out that the top 6 cities contribute for
66% of total organized retailing. While the metros have already been exploited, the focus
has now been shifted towards the tier-II cities. The 'retail boom', 85% of which has so far
been concentrated in the metros is beginning to percolate down to these smaller cities and
towns. The contribution of these tier-II cities to total organized retailing sales is expected
to grow to 20-25%.
4. Rural Retailing: India's huge rural population has caught the eye of the retailers
looking for new areas of growth. ITC launched India's first rural mall "Chaupal Saga"
offering a diverse range of products from FMCG to electronic goods to automobiles,
attempting to provide farmers a one-stop destination for all their needs." Hariyali Bazar" is
started by DCM Sriram group which provides farm related inputs & services. The Godrej
group has launched the concept of 'agri-stores' named "Adhaar" which offers agricultural
products such as fertilizers & animal feed along with the required knowledge for effective
use of the same to the farmers.
Threat:
1. If the unorganized retailers are put together, they are parallel to a large supermarket
with no or little overheads, high degree of flexibility in merchandise, display, prices
and turnover.
2. Shopping Culture: Shopping culture has not developed in India as yet. Even now
malls are just a place to hang around with family and friends and largely confined to
window-shopping.
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3. Cultural Variation leads to variation in merchandise in India at different geographical

locations.
22
CHAPTER 2
COMPANY PROFILE
PROFILE OF GROUP COMPANY LANDMARK GROUP

As one of the largest retail conglomerates across the Middle East, Africa and the Indian
Subcontinent, the Landmark Group has a diverse portfolio of retail and hospitality brands.
1. Retail Brands:
The Landmark Group provides value-driven products for the entire family through a
diverse portfolio of core retail brands:
a. Fashion
b. Home & Electronics
c. Sports
d. eCommerce
23
2. Hospitality Brand
The Group has a diverse hospitality portfolio that includes leisure, food, family
entertainment centers, salons & spa, fitness clubs, medical centers, budget hotels and own
& franchise restaurant brands:
a. F&B
b. Fitness & Wellbeing
c. Healthcare
d. Hotels
Landmark Leisure
e. Confectionary
3. Mall Management
The Landmark Group has ventured into mall management with its flagship mall, Oasis
Centre:
24
Profile of Lifestyle International P. Ltd.

Lifestyle International (P) Ltd. started it operations in India in the year 1999. It is a part of
the Dubai based retail and hospitality conglomerate Landmark Group and comprises
Lifestyle stores (Large format Departmental stores), Home Centre (Home Improvement
stores) and Max (Value fashion chain) along with International fashion apparel brands
UCLA and Bossini.
Lifestyle Departmental stores started its journey in India with the launch of its first
Lifestyle store in Chennai in 1999. Today it has evolved as India's leading shopping
destination synonymous with fashion and gracious living. Each Lifestyle store brings
together five concepts under one roof Apparel, Footwear, Children, Homeware &
Furnishing and Beauty & accessories, offering a convenient one-stop shop for customers.
Present across major metros in India, Lifestyle is rapidly expanding its footprint across the
country.
In the year 2005, Lifestyle launched its first specialized, stand-alone home improvement
store Home Centre. Home Centre is a one stop destination for furniture, homeware and
soft furnishing that truly represents style, comfort and individuality. The stores use unique
'concept' rooms as the display model, to give consumers a practical idea of how each piece
of
furniture
would
look
in
particular
room.
Max, a division of Lifestyle International (P) Ltd., has pioneered the concept of 'value
fashion retailing' in the country, thereby offering the value conscious customer a vast
choice without compromising on the quality. It opened its 1st store in Indore in the year
2006. Max offers merchandise which is fashionable & competitively priced making it
affordable
to
many.
In keeping with the tradition of making every shopping experience even more rewarding
and memorable, Lifestyle introduced membership to the most privileged shopping circle in
25
the country The Inner Circle. As a privileged member, every shopper gets to enjoy
exclusive benefits and privileges such as reward points and exciting offers. The Inner
Circle is today recognized amongst the leading Loyalty Program in the country with an
ever increasing base of customers. The card is accepted across all Landmark Group Stores
in India including Lifestyle, Home Centre, Max Fashion, Splash, Bossini, Auchaan
Hypermarket,
Krispy
Kreme
Doughnuts
&
Gloria
Jean's
Coffees.
Mission
Carefully listen. Constantly adapt. Always deliver.

The mission statement of the organisation is to develop as an organisation which sells the
best products at the best price. The mission statement is an enduring statement of purpose
that distinguishes one business from another similar firm. A mission statement identifies
the scope of a firms operations in product and market terms. The main advantage of the
organisation is to sell the best products at the best price.
VISION:To become the leading retail group in the Middle East and India, maintaining our constant
growth through our core, value and international brand business.
The vision statement of an organisation is statement of its future that is, where the
organisation needs to be headed. It presents the values, philosophies and aspirations that
guide organisational action. The vision statement of the organisation is to go
internationally and merge with another international organisation which operates in the
same line so that the company can access the international market with less risk. This will
give a huge profit to the company as the company is facing huge risks in the international
market.
Customer Policy
26
It is Co.s policy to satisfy customers with the range, quality and value of the products it
offer. However, if they are dissatisfied with any item that they might have purchases Co.
would take the necessary measures to assist them. Co. expects it customers to return
unused merchandise along with its receipts with in 30days; Co. would exchange the
returns items or give its customers a complete refund. In the event that they do not have
the receipt Co. would offer them an exchange or provide them a gift voucher to the current
or last known selling price. Co. has complete confidence in the quality of its merchandise
however should ever customers have any grievance, Co. would be happy to address them
once they are brought to our attention.
Concept Store of Lifestyle

The five concept stores are :
Baby shop
An extensive collection of childrens wear toys, infant basics and nursery furniture.
Splash
Formal, casual, western and Indian fashion garments for men and women.
Shoe mart
Bring together the biggest collection for shoes in the city for men, women and children.
The latest models, elegant designs, an enticing range - Lifestyle's Footwear section houses
an extensive variety of brands to choose from.
Home center
With a collection of household products and accessories like linen and furnishings,
glassware, crockery, cutlery and furniture.
Home Centre by Lifestyle is a one-stop destination for furniture, home ware and home
furnishings that epitomises elegance, luxury and individuality. Home Centre houses a wide
range of contemporary and classic furniture, linen as well as other home accessories, thus
providing customers affordable complete home solutions.
27
Lifestyle
With beauty and health products like perfumes and cosmetics, fashion accessories and
gifts.
Besides stocking well established Indian and international brands, the Lifestyle store also
stocks its own in-house labels in each Concept store. Besides Lifestyle has a tie-up with
Music World to manage and operates music department within the store.
Products available in Lifestyle
Apparel and Accessories for Men, Women and Children.

Toys
Luggage
Home Textiles
Linens
Home Needs
Sarees
Baby Accessories.
Cosmetics
Crockery
Household Appliances
Dress Materials Suiting & Shirting
Stationery
Household Plastics
Footwear
Home Decor
Accolades
Lifestyle International Pvt Ltd today offers a truly international shopping experience, a fact
borne by numerous accolades:
Lifestyle receives Most Admired Fashion Retail Destination of the Year at the
Images Fashion Awards for three consecutive years 2013, 2012 & 2011
28
Lifestyle awarded Most Admired Retailer of the Year, Department Store Category
at the Images Retail Awards 2012, 2011 & 2008
Lifestyle International Pvt. Ltd. recognized as 42nd best workplace in the country
and 2nd best company to work for in the retail sector in India by Great Place to Work
Institute Survey 2013
Lifestyle International Pvt. Ltd. recognized for 'Best HR Strategy In Line With
Business' at 4th Asia's Best Employer Brand Awards 2013
Images Most Admired Beauty Products Retailer of the Year: Department Store
Chain at Images Beauty & Wellness Awards 2013
Retail Supply Chain Excellence Award Express Logistics & Supply Chain
Conclave & Awards 2012
Lycra Images Fashion Awards for the 'Most Admired Large Format Retailer of the
Year' in 2006 for Lifestyle
'ICICI KSA Technopak Award for Retail Excellence' in 2005 for Lifestyle
'Most Respected Company in the Retail Sector' by Business World IMRB in 2003
and 2004 for Lifestyle
CHAPTER 3
DESIGN OF THE STUDY
TITLE OF THE STUDY

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE BRAND
STORE
STATEMENT OF THE PROBLEM
The title of the project is as study on customer satisfaction towards lifestyle The aim of
the organisation is to give good quality products to the customers and maintaining good
relation with them. The quality of products at lifestyle is found good compare to other
29
players. It wants to increase its market share by retaining its loyal customers and attracting
new one.
The information generated by the study will help in making better decisions. The study is
confined in Ahmedabad city only. The study attempts to determine the various factors and
levels of satisfaction of the customers.
Now days, new organisations are coming to the business line, so the competitions among
these companies tend to be more complicated. Hence the necessity of information becomes
more essential for the companies decision-making to cope with the market changes.
To frame effective marketing strategies, lifestyle should have better knowledge of the
market environment, since the customer satisfaction plays a vital role in the market.
OBJECTIVES OF THE STUDY
To study the shopping habits of the consumers.
To know the perception of the consumers towards shopping Malls.
To study the reasons for preferring Lifestyle.
To study the reasons for purchasing from Lifestyle Brand store.
To study the satisfaction level of customer for the purchase of Lifestyle Brand in
terms of quality of product, price and service.
To know reason of dissatisfaction.
To make suggestions based on the findings.
SCOPE OF THE STUDY
30
This study focuses on how and why customer make decisions on goods and services.
Consumer behavior and research goes for beyond the decision consumer make about
products they buy and their subsequent evaluations of this products.
A customer dissatisfaction with their choice of any products may be due to many reasons,
such as poor quality too much of cost, which would affect the influence of an existing
customers towards potential consumers. If the customer is not satisfied with the products
and services, the organisation cannot work properly. If the organisation cannot work
properly then the organisation will start to struggle for its survival.
To overcome the dissatisfaction the organisation has to conduct a study focusing on the
behavior of the consumers. If the customer is satisfied with the products and services he or
she will come again and again for purchasing, which in turn increase the sales of the
organisation and can stay in the business for long time.
RESEARCH METHODOLOGY
Research Design
A research design is the arrangement of the condition for collection and analysis of
data. Actually it is the blueprint of the research project.
Research design used was descriptive type.
The study undertaken involves the collection of consumer opinion. This calls for a
systematic collection of consumer opinions or data which makes the survey method.
Data Collection
a. Primary Data: The primary data was collected through field survey using a
questionnaire. A questionnaire consists of a set of questions based on the needed
31
information, presented to respondents for their answers. The answers collected in

the orderly manner will form the primary data.
b. Secondary Data: Research usually, their investigations is done by examining
secondary data to see whether their problems can be partly or wholly solved
without collecting costly data. Secondary data are data that were collected for
another purpose and already exist somewhere. The help of literature survey,
journals and periodicals, newspapers etc were taken to collect data regarding the
topic.
Sampling Design
a. Sampling unit: Customers of lifestyle store

b. Sample Size: A sample of 100 respondents was taken as sample respondents for the
purpose of study. The respondents were selected at random.
c. Sampling Techniques: Convenient Random Sampling.
Data Analysis
Data analysis was done with the help of Simple percentage and graphical method. Pie and
Bar chart will be used to represent data.
LIMITATIONS
Finding of the study will be based on the assumptions that respondents have given
correct information.
Information provided by respondents may be biased.
The sample size is comparatively very small compared to the population and there
are chances that it may not represent the whole population.
The time and cost factors will affect the size of the sample.
32
The study is academic in nature.
The final conclusion can be also affected by some of the extraneous variables.
CHAPTER -4
DATA ANALYSIS AND INTERPRETATIONS
Table No.1:- Showing rating for the Arrangement of products
Factors
No of Respondents
Percentage
Very good
96
48%
Good
62
31%
Average
36
18%
Poor
3%
Total
200
100%
Graph No.1:- Showing rating for the Arrangement of products
33
Analysis
The above table clearly states that 48% of the respondents rated that the arrangement of
products in the store is very good, while 31% rated that it is good,18% of the respondents
rated that the arrangement is average and 3% feel that it is poor.
Inference
It can be inferred that the majority of the customers of LIFESTYLE said there is good
arrangement of product.
Table No.2:- Showing the importance of Brand Name while shopping
Factors
No of Respondents
Percentage
Low
54
27%
High
80
40%
Moderate
26
13%
Average
40
20%
34
Total
200
100%
Graph No.2:- Showing the importance of Brand Name while shopping
Analysis
The above table clearly shows that 27% of the respondents rated that brand name while
shopping is not very important, 40% rated that it is highly important, 13% rated that it is
moderately important, 20% rated that it is average.
Inference
It can be inferred that the majority of the customers of LIFESTYLE rated that brand
name is important while shopping.
Table No.3:- Showing, whether the customers are satisfied with the services provided
by the LIFESTYLE
Factors
No of Respondents
Percentage
Yes
190
95%
35
No
10
5%
Total
200
100%
Graph No.3:- Showing whether the customers are satisfied with the services provided
by the LIFESTYLE
Analysis
The above table clearly shows that 95% of the customers are satisfied with the services
provided by the LIFESTYLE. The remaining 5% are not satisfied with the services
provided.
Inference
From the above graph, it is inferred that the majority of the respondents are satisfied with
the service provide by the LIFESTYLE.
36
Table No.4:- Showing the response of the customers
whether they feel good
ambience prevail, while entering the LIFESTYLE.

Factors
No of Respondents
Percentage
Yes
176
88%
No
24
12%
Total
200
100%
Graph No.4:- Showing the response of the customers whether they feel good ambience
prevail, while entering the LIFESTYLE.
Analysis
37
The above table clearly a show that 88% of the customers said that ambience of
LIFESTYLE is good while entering for the shopping. Remaining 12% rated no to the
ambience of LIFESTYLE.
Inference
Graph shows majority of the respondents of LIFESTYLE feel good ambience prevail,
while entering the LIFESTYLE.
Table No.5:- Showing the response of the customers whether they are satisfied with the
Parking facility
Factors
No of Respondents
Percentage
Yes
160
80%
No
40
20%
Total
200
100%
Graph No.5:- Showing the response of the customers whether they are satisfied with
the Parking facility
38
Analysis
The above table clearly shows that 80% of the customers are satisfied with the parking
facility in the LIFESTYLE. The remaining 20% are not satisfied with the parking facility.
Inference
From the above graph, it is inferred that the majority of the respondents are satisfied with
the parking facility providing by the LIFESTYLE.
Table No.6:- Showing the Response for Discount offer while shopping
Factors
No of Respondents
Percentage
Excellent
104
52%
Good
58
29%
Average
26
13%
Poor
12
6%
Total
200
100%
Graph No.6:- Showing the Response for Discount offer while shopping
39
Analysis
The above table clearly states that 52% of the customers of LIFESTYLE find Excellent
Discount offer, 29% find good Discount offer, 13% find Average Discount offer, while 6%
find Poor Discount offer.
Inference
From the above graph, it is inferred that the majority of respondents feel that discounts
offered are Excellent.
Table No.7:- Showing the importance of quality of LIFESTYLE products.
40
Factors
No of Respondents
Percentage
Very good
142
71%
Good
52
26%
Average
3%
Poor
0%
Total
200
100%
Graph No.7:- Showing the importance of quality of LIFESTYLE products.
Analysis
The above table clearly states that 71% of the respondents feel that quality of the life style
product is very good, 26% feel that it is good, 3% feel it as average.
Inference
41
This implies that the majority of the customers of LIFESTYLE rated quality of products
is very good.
Table No.8:- Showing whether the customer get the proper information from
Reception counter in LIFESTYLE.
Factors
No of Respondents
percentage
Yes
194
97%
No
3%
Total
200
100%
Graph No.8:- Showing whether the customer get the proper information from
Reception counter in LIFESTYLE.
Analysis
42
The above table clearly states that 97% of the customers in LIFESTYLE get proper
information from the reception counter, 3% of the customers in LIFESTYLE didnt get
proper information from the reception counter.
Inference
From the above graph, it is inferred that the majority of respondents are getting proper
information from reception counter.
Table No.9:- Showing the rating for price while shopping.
Factors
No of Respondents
Percentage
Very expensive
32
16%
Expensive
78
39%
Affordable
70
35%
Less expensive
20
10%
Total
200
100%
Graph No.9:- Showing the rating for price while shopping.
43
Analysis
The above table clearly states that 16% of the customers of LIFESTYLE find price of the
product Very expensive, 39% find it to be Expensive, 35% find it to be Affordable, while
10% find it to be Less expensive.
Inference
This implies that the majority of the customers of LIFESTYLE rated price level to be
expensive.
Table No.10:- Showing the first impression when the customer enter in to
LIFESTYLE.
Factors
No of Respondents
Percentage
Amazed
106
53%
Satisfied
48
24%
Dull
22
11%
44
Nothing Special
24
12%
Total
200
100%
Graph No.10:- Showing the first impression when the customer enter in to
LIFESTYLE.
Analysis
The 53% of the customers of LIFESTYLE are amazed while entering in to LIFESTYLE.
24% of customers feel satisfied while entering to LIFESTYLE. 11% of customers feel a
dull effect while entering in to LIFESTYLE. 12% of customers do not feel anything while
entering in to LIFESTYLE.
Inference
This implies that the majority of the respondents are amazed with LIFESTYLE.
45
Table No.11:- Showing the satisfaction level towards the products in LIFESTYLE
Factors
No of Respondents
Percentage
Highly Satisfied
140
70%
Satisfied
40
20%
Dissatisfied
20
10%
Total
200
100%
Graph No.11:- Showing the satisfaction level towards the products in LIFESTYLE.
Analysis
The above table clearly shows that 70% of the respondents are highly satisfied with the
products in LIFESTYLE. 20% of the respondents are satisfied with the products in
LIFESTYLE. 10% of the respondents are dissatisfied with the products in LIFESTYLE.
46
Inference
This implies that the majority of the customers satisfaction level towards products in
LIFESTYLE are highly satisfied.
Table No.12:- Showing whether the employees at LIFESTYLE require training.
Factors
No of Respondents
Percentage
Yes
126
63%
No
74
37%
Total
200
100%
Graph No.12:- Showing whether the employees at LIFESTYLE require training.
Analysis
47
The above table clearly states that 63% of the respondents find the employees at
LIFESTYLE dont require training. 37% of the respondents find the employees at
LIFESTYLE require training.
Inference
It can be inferred that the majority of the customers of LIFESTYLE rated that the
employees require training.
Table No.13:- Showing the factors that have to be improved by the employees in the
LIFESTYLE.
Factors
No of Respondents
Percentage
Communication
72
36%
Attitude
68
34%
Interpersonal relation
60
30%
Total
200
100%
Graph No.13:- Showing the factors that have to be improved by the employees in the
LIFESTYLE.
48
Analysis
The above table clearly states that 36% of the respondents find Communication to be
improved, 34% of the respondents find Attitude of the employees to be improved, and 30%
of the respondents find Interpersonal relation to be improved.
Inference
This implies that the majority of the employees need training to improve communication
skills.
Table No.14:- Showing the rating for the security level in LIFESTYLE.
Factors
No of Respondents
Percentage
Excellent
100
50%
Good
64
32%
Average
26
13%
49
Poor
10
5%
Total
200
100%
Graph No.14:- Showing the rating for the security level in LIFESTYLE.
Analysis
The above table clearly indicates that 50% of the respondents rated security level in
LIFESTYLE as excellent. 32% of the respondents rated as good. 13% of the respondents
rated as average. 5% of the respondents rated as poor.
Inference
From the above graph, it is inferred that the majority of respondents are rated security level
of LIFESTYLE is excellent.
50
Table No.15:- Showing whether the salesmen help you to select the product.
Factors
No of Respondents
Percentage
Yes
144
72%
No
56
28%
Total
200
100%
Graph No.15:- Showing whether the salesmen help you to select the product.
Analysis
The above table clearly states that 72% of the respondents state that the salesmen helped
them to select the product and 28% of the respondents state that the salesmen was not
helpful for them to select the products.
51
Inference
This implies that the majority of the respondents state that the Salesmen helped them to
select the product
Table No.16:- Showing whether the customers come across
LIFESTYLE
advertisement.
Factors
No of Respondents
Percentage
Yes
126
63%
No
74
37%
Total
200
100%
Graph No.16:- Showing whether the customer come across LIFESTYLE

advertisement.
52
Analysis
The above table clearly states that 63% of the respondents came across with LIFESTYLE
advertisement. 37% of the respondents did not come across with LIFESTYLE
advertisement.
Inference
This implies that the majority of the respondents come across with LIFESTYLE
advertisement.
Table No.17:- Showing rating for the collection of products in LIFESTYLE.
Factors
No of Respondents
Percentage
Very good
92
46%
Good
84
42%
Average
24
12%
53
Poor
Total
200
100%
Graph No.17:- Showing rating for the collection of products in LIFESTYLE.
Analysis
The above table shows 46% of the respondents rated collection of product in LIFESTYLE
is very good, 42% of the respondents rated it as good, 12% of the respondents rated it as
average.
Inference
This implies that the majority of the customers of LIFESTYLE rated collection of
products is very good.
54
Table No.18:- Showing the whether the customer gets the refund for the damaged
products.
Factors
No of Respondents
Percentage
Yes
188
94%
No
12
6%
Total
200
100%
Graph No.18:- Showing the whether the customer gets the refund for the damaged
products.
Analysis
The above table shows that 94% of the respondents get the refund for the damaged
products. 6% of the respondents did not get refund for the damaged products.
55
Inference
This implies that majority of the respondents gets the refund for the damaged products.
Table No.19:- Showing whether the customer gets the replace for the damaged
products.
Factors
No of Respondents
Percentage
Yes
194
97%
No
3%
Total
200
100%
Graph No.19:- Showing whether the customer gets the replace for the damaged
products.
56
Analysis
The above table shows that 97% of the respondents gets the replacement for the damaged
products. 3% of the respondents didnt get replacement for the damaged products.
Inference
This implies that majority of the respondents gets the replacement for the damaged
products.
Table No.20:- Showing how likely you to recommend LIFESTYLE to their friends &
relatives.
Factors
No of Respondents
Percentage
Yes
150
75%
No
50
25%
Total
200
100%
Graph No.20:- Showing how likely you to recommend LIFESTYLE to their friends &
relatives.
57
Analysis
The above table shows that 75% of the respondents like to recommend lifestyle to their
friends or relatives. 25% of the respondents wont recommend lifestyle to their friends and
relatives.
Inference
This implies that majority of the respondents are likely to recommend lifestyle to their
friends and relatives
Table No.21:- Showing how often the customer visit LIFESTYLE.

Factors
No of Respondents
Percentage
Frequently
148
74%
58
Occasionally
40
20%
Rarely
12
6%
Total
200
100%
Graph No.21:- Showing how often the customer visit LIFESTYLE.
Analysis
The above table shows that 74% of the respondents state that they visit LIFESTYLE
Frequently, 20 of the respondents visit LIFESTYLE Occasionally, 6% of the respondents
visit LIFESTYLE Rarely.
Inference
This implies that majority of the respondents state that they visit LIFESTYLE frequently.
Table No.22:- Showing whether the customer is satisfied with the packing facility in
LIFESTYLE.
59
Factors
No of Respondents
Percentage
Yes
168
84%
No
32
16%
Total
200
100%
Graph No.22:- Showing whether the customer is satisfied with the packing facility in
LIFESTYLE.
Analysis
The above table shows that 84% of the respondents are satisfied with the packing facility
in LIFESTYLE. 16% of the respondents are not satisfied with the packing facility in
LIFESTYLE.
Inference
60
This implies that majority of the respondents are satisfied with the packing facility in
LIFESTYLE.
Table No.23:- Showing the rating for the Interior design.
Factors
No of Respondents
Percentage
Very good
92
46%
Good
84
42%
Average
20
10%
Poor
2%
Total
200
100%
Graph No.23:- Showing the rating for the Interior design.
61
Analysis
The above table shows that 46% of the respondents rated the interior design as very good.
42% of the respondents rated the interior design as good. 10% of the respondents rated the
interior design as average. 2% of the respondents rated the interior design as poor.
Inference
This implies that majority of the respondents rated interior design of LIFESTYLE store as
very good.
Table No.24:- Showing whether the customer finds lifestyle clean and hygienic.
Factors
No of Respondents
Percentage
Yes
168
84%
No
32
16%
Total
200
100%
Graph No.24:- Showing whether the customer finds lifestyle clean and hygienic.
62
Analysis
The above table shows that 84% of the respondents find that lifestyle is clean and
hygienic. 16% of the respondents find that lifestyle is unclean and unhygienic.
Inference
From the above graph, it is inferred that the majority of respondents are stated that the
LIFESTYLE is clean and hygienic.
Table No.25:- Showing rating for the collection of brands in LIFESTYLE.
Factors
No of Respondents
Percentage
Very good
126
63%
Good
42
21%
Average
20
10%
63
Poor
12
6%
Total
200
100%
Graph No.25:- Showing rating for the collection of brands in LIFESTYLE.
Analysis
The above table shows 63% of the respondents rate it as very good, 21% of the
respondents rate it as good, 10% of the respondents rate it as average
2% of the
respondents rated the collection of brands as poor.

Inference
This implies that the majority of the customers of LIFESTYLE rated collection of brands
is very good.
64
CHAPTER 5
FINDINGS
Following are the findings of the study:
48% of the respondents rated that the arrangement of products in the store is very
good.
27% of the respondents rated that brand name while shopping is not very
important, 40% rated that it is highly important.
95% of the customers are satisfied with the services provided by the LIFESTYLE.
88% of the customers said that ambience of LIFESTYLE is good while entering for
the shopping.
80% of the customers are satisfied with the parking facility in the LIFESTYLE.
52% of the customers of LIFESTYLE find Excellent Discount offer given by

Lifestyle.
71% of the respondents feel that quality of the life style product is very good, 26%
feel that it is good.
97% of the customers in LIFESTYLE get proper information from the reception
counter.
16% of the customers of LIFESTYLE find price of the product Very expensive,
39% find it to be Expensive.
53% of the customers of LIFESTYLE are amazed while entering in to
LIFESTYLE.
70% of the respondents are highly satisfied with the products in LIFESTYLE.
63% of the respondents find the employees at LIFESTYLE dont require training.
36% of the respondents find Communication needs to be improved, 34% of the

respondents find Attitude of the employees to be improved, and 30% of the
respondents find Interpersonal relation to be improved.
65
50% of the respondents rated security level in LIFESTYLE as excellent. 32% of

the respondents rated as good.
72% of the respondents state that the salesmen helped them to select the product.
63% of the respondents came across with LIFESTYLE advertisement.
46% of the respondents rated collection of product in LIFESTYLE is very good,

42% of the respondents rated it as good.
94% of the respondents get the refund for the damaged products. 6% of the
respondents did not get refund for the damaged products.
97% of the respondents gets the replacement for the damaged products.
75% of the respondents like to recommend lifestyle to their friends or relatives.
74% of the respondents state that they visit LIFESTYLE Frequently, 20 of the
respondents visit LIFESTYLE Occasionally, 6% of the respondents visit
LIFESTYLE Rarely.
84% of the respondents are satisfied with the packing facility in LIFESTYLE.
46% of the respondents rated the interior design as very good. 42% of the
respondents rated the interior design as good.
84% of the respondents find that lifestyle is clean and hygienic.
63% of the respondents rate collection of brands as very good, 21% of the
respondents rate it as good.
66
CHAPTER 6
SUGGESTIONS
Following are the suggestions:

In the fast changing world, where technology is making rapid strides it is
imperative that the firm makes the best possible use of the same. One such way
would be to help the consumers to create a virtual model of themselves, which
would assist in picking clothes and accessories that match and look good on them
and also the exact place where it is kept in the store. It could also act as the
database of their previous purchases.
The firm should add a little more variety to the kind of products sold by expanding
their already existing line of products.
Arrangement of goods in the manner that is beneficial and within the reach of
consumers.
The most effective medium of advertising would be the newspapers that would
reach a large number of people and have a higher circulation when compared to
magazines. This reaches people within the immediate surroundings.
The store should be a little more organized during the sale season, regarding the
discount one each kind of product etc.
Employees need to be motivated and more attention is needed to be given for their
training.
67
CHAPTER 7
ANNEXURE
QUESTIONNAIRE
Personal information:Name
Age
Gender
Marital status
Occupation
Male
( )
Single ( )
Female ( )
Married ( )
1. How would you rate the Arrangements of products in LIFESTYLE.

Very good ( )
Good ( )
Average
( )
Poor ( )
2. How important is the brand name to you?
Low
( )
High
( )
Moderate ( )
Average
( )
3. Are you satisfied with the service provided by the LIFESTYLE?
Yes ( )
No ( )
4. Did you feel good with the Ambience while entering to LIFESTYLE?
Yes ( )
No ( )
5. Did you get the parking facility?
Yes ( )
No ( )
6. How attractive are the Discount offer?

Excellent ( )
Good ( )
Average
( )
Poor
( )
68
7. What is your opinion on quality of LIFESTYLE product?

Very good ( )
Good ( )
Average
( )
Poor
( )
8. Did you get the proper information from the Reception?
Yes
( )
No
( )
9. How would you rate the price of product?
Very expensive ( ) Expensive
( )
Affordable
( ) Less expensive ( )
10. What was your first impression when you come to LIFESTYLE?
Amazed ( )
Satisfied
( )
Dull
( )
Nothing special ( )
11. Do you think the customer care of LIFESTYLE is good i.e, how satisfied are you:
Highly satisfied ( ) Satisfied
( ) Neutral ( )
Not so satisfied ( ) Dissatisfied
( )
12. Do you think the employees at LIFESTYLE require training :
Yes ( )
No ( )
13. If 'yes' then in which field:
Communication
( ) Attitude ( )
Interpersonal relation ( )
14. How would you rate the security level in LIFESTYLE?

Excellent ( )
Good ( )
Average ( )
Poor ( )
15. Did the salesmen help you to select the product?
Yes ( )
No ( )
16. Have you come across LIFESTYLE advertisement?
Yes ( )
No ( )
17. How do you rate the collection of products in LIFESTYLE :

Very good ( )
Good ( )
Average
( )
Poor ( )
18. Did you get the refund for the damaged product?
Yes ( )
No ( )
19. Did you get replace for the damaged products?
Yes ( )
No ( )
20. How likely are you to recommend LIFESTYLE to your friends or
69
family:
Yes ( )
No ( )
21. How often are you visiting LIFESTYLE:

One month ( )
3-6 months ( )
6-12 months ( )
one year
( )
22. Are you satisfied with the packing in LIFESTYLE?
Yes ( )
No ( )
23. How do you rate interior design of LIFESTYLE?
Very good ( )
Average
( )
Good ( )
Poor ( )
24. Did you find LIFESTYLE clean & hygiene?

Yes ( )
No ( )
25. How do you rate the collection of brands in LIFESTYLE?
Very good ( )
Good ( )
Average
( )
Poor ( )
26. Your suggestion for further improvement of customer satisfaction in
LIFESTYLE.
CHAPTER - 8
BIBLIOGRAPHY
BOOKS
(1) Kotler, P. & Keller, K. L. (2005) 12th edition. Marketing Mangement.

Delhi: Prentice Hall India
70
(2) Bajaj, C. et al. (2005) Retail Management. Delhi: Oxford University Press
(3) Malhotra, N.K. (2005). 4th eition. Marketing Research: An Applied Orientation.
Delhi: Prentice Hall India
(4) Ogden, J.R. & Ogden, D.T. (2005). Integrated Retail Management. Delhi: Biztantra
(5) Berman, B.& Evans, J.R. (2006). 10th eition. Retail Management: A Strategic
Approach. Delhi: Prentice Hall India
(7) Fernie, J. et al. (2003). Principles of Retailing. Amsterdam: Butterworth.
(8) Reynolds, J.& Cuthbertson, E. (eitors). (2004). Retail Strategy. Delhi:Elservier.
Websites:
www.ibef.org.
www.lifestylestore.com
www.indiaretail.com
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AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE

I am very much thankful to my project guide Mr. _________________________ for

BALDWIN METHODIST COLLEGE

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE

supplement to the theoretical study of business management in general. Industrial training

In todays globalize world, where cutthroat competition is prevailing in the market,

BALDWIN METHODIST COLLEGE

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE

BALDWIN METHODIST COLLEGE

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE

BALDWIN METHODIST COLLEGE

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE

BALDWIN METHODIST COLLEGE

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE

Provide both forward and backward information,

Take part in the storage of goods, collection of payments, retail promotions on

Important functions of retailing involve:

Providing personal services to all and two-way information.

BALDWIN METHODIST COLLEGE

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE

Important features of retailers are the following:

Convenience- retailing provides customer convenience in terms of available hours,

Product selection- Retailing provides an opportunity to the customers for selection

Information- Displays, demonstrations, product information, customer education

Prices- Value, credit, special discounts, taxes or extra charges etc.

Shopping atmosphere: it includes customer comfort, safety, excitement, relaxation

Retail Segments in India:

BALDWIN METHODIST COLLEGE

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE

BALDWIN METHODIST COLLEGE

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE

Different Formats of Retailing

BALDWIN METHODIST COLLEGE

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE

Supermarkets offer medium variety of brands and SKUs. Conventional supermarkets

BALDWIN METHODIST COLLEGE

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE

BALDWIN METHODIST COLLEGE

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE

BALDWIN METHODIST COLLEGE

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE

apparel/accessories (Pantaloon, Levis, Reebok), books/music/gifts (Archies, MusicWorld,

BALDWIN METHODIST COLLEGE

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE

Indian Retail Industry

BALDWIN METHODIST COLLEGE

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE

BALDWIN METHODIST COLLEGE

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE

IKEA has entered into a memorandum of understanding (MoU) with the

BALDWIN METHODIST COLLEGE

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE

first-of-its-kind move by an Indian startup, in its aggressive push to gain complete

BALDWIN METHODIST COLLEGE

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE

BALDWIN METHODIST COLLEGE

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE

BALDWIN METHODIST COLLEGE

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE

Retailing is technology driven which helps the organized

BALDWIN METHODIST COLLEGE

AS STUDY ON CUSTOMER SATISFACTION TOWARDS LIFESTYLE