ANALYZING CUSTOMER SATISFACTION

LEVEL AT GIORDANO STORE

By: Mubarak Ali ( 28)

Pushpa Kumari ( 37)
INTRODUCTION
Giordano was established in 1981 by Jimmy Lia. It is a
Hong Kong based retailer of casual clothes targeted at men,
women and children.
Number of stores 2416 around the world.

It has four different brands like

Giordano
Giordano ladies
Giordano junior
Blue star exchange
Vision:
To make people feel good and look great.

Mission:
To be best and biggest world brand in apparel retailing.

Corporate values are:

Quality
Knowledge
Innovation
Simplicity
Service
 Research objective:
To analyze the level of customer satisfaction at Giordano
apparel store.

It is based on the following parameter like;

Service
Ambience
Quality of merchandise
Staff
Music
Sales and discounts
 H0: customers are not satisfied at Giordano apparel store.
H1: customers are satisfied at Giordano apparel store.

Sampling method:
Convenience sampling method.

Sample size: 112

Survey method:
Online survey through Google form
 Literature review:
Verma and Madan (2011) in a study conducted in Indian context
highlighted that retailers are offering newer service dimensions to
create unique shopping experiences for the customers. However,
whether consumers are able to perceive newer service dimensions
and getting affected for store patronage in new store formats or
not, remains to be found out.
Ghosh, Tripathi and Kumar (2010) in their study conducted in Indian
context, attempted to address issues related to store attributes and their
relevance in the store format selection. Eleven variables (store attributes)
had been identified based on theory and judgment.
Ali, Kapoor and Janakiraman (2010) in a study conducted on
households of Gomtinagar area of Lucknow city analyzed a marketing
strategy for a modern Food and Grocery market based on consumer
preferences and behaviour.
1) HOW FREQUENTLY YOU VISIT GIORDANO APPAREL STORE?
2) WHAT MOTIVATES YOU TO BUY FROM GIORDANO?

SL No. Particulars Percentage

1 Quality of merchandise 49.5%

2 Ambience 15%

3 Service 25.2%

4 Sales and Discounts 9.3%

3) GIVE YOUR RATINGS TO THE FOLLOWING
ATTRIBUTES OF GIORDANO.

Service No. of responses

Excellent 53

Good 32

Average 10

Below average 4

Poor 13

Total 112
STAFF
Staff No. of responses

Excellent 50

Good 39

Average 7

Below the average 5

Poor 11

Total 112
AMBIENCE
Ambience No. of responses

Excellent 27

Good 41

Average 27

Below the average 4

Poor 12

Total 112
MUSIC
Music No. of responses

Excellent 16

Good 27

Average 48

Below the average 7

Poor 13

Total 112
4) HOW COMFORTABLE ARE YOU SHOPPING AT
GIORDANO STORE?
5) HOW CLEAN AND WELL ORGANIZED DO YOU FIND
GIORDANO APPAREL STORE?
6) BASED ON THE PAST EXPERIENCE, WOULD YOU
CONTINUE TO USE THIS STORE FOR SHOPPING?
7) GIVE YOUR RATINGS TO THE FOLLOWING ATTRIBUTES OR
FACTORS OF GIORDANO APPAREL STORE.

Factors Excellent Good Average Below the Poor

average

Easy to find
merchandise 26 56 14 2 14

Wide variety of
merchandise availability 20 62 13 3 13

Store is visually
appealing 16 59 21 5a 11

Wait time & checkout is

reasonable 15 28 49 8 12

Easy return and

exchange policy 13 30 47 9 13

Total 112
FINDINGS
Majority of the customers visit Giordano store occasionally and
unplanned.

It is observed that majority of the respondents said that quality of the

merchandise is good and also available in wide range of variety
which motivates them to visit the store.

respondents like the service, staff, ambience and music at Giordano

are well apreciated.

Many of the respondents like to visit the store again for purchase.

respondents find the store visually appealing.

LIMITATIONS

The sample was restricted to 112 respondents only.

The study was conducted online.
Thank you