Summer internship Report

“A STUDY ON CUSTOMER SATISFACTION AND

CUSTOMER SERVICETHROUGH STORE PROMOTION
At
Landmark –max retail
Bhubaneswar

Prepared By
Swadhi swagatika Panda
Enrollment No. 18dm031
Batch 2018-2020

Under the guidance of

Mr. Jyoti Shankar Mishra
As a Partial fulfillment of PGDM Program of IMIS
Institute of Management & Information Science
Bhubaneswar
DECLARATION
I swadhi swagatika Panda, enrollment number 18dm031,here
by declare that this project work entitled “customer satisfaction
and customer services” is an original and authentic work done
by me.
I further declare that this report is based on the information
collected by me and has not been submitted to any other
university or academic body.

ACKNOWLEDGEMENT
I wish to express my gratitude to Mr. Jyoti Shankar Mishra for
giving me an opportunity to do my project study in your
esteemed organization.
I also wish to express my thanks to other senior
employees of the company for providing me valuable
information which help in completion of report.
Last but not the least I would like to thank my guide
Prof. Rabi Narayan Patnaik for his timely support and guidance
in completion of my project report.

Executive Summary
I have been assigned a task as a project related to customer satisfaction assessment
through store promotion like max kids festival at max.The project title is” A
STUDY ON CUSTOMER SATISFACTION ASSESSMENT THROUGH STORE
PROMOTION AT MAX, ESPLANADE 1, RASULGARH,BHUBANESWAR.
This project report find on the reason behind customer’s decision of choosing Max
for the purchase of apparels and various other Products. Max as a Retail brand is
one of the fast growing players in the Indian retail Industry for its product quality,
affordable price and its better service.
I have been assigned for store promotion of max named as max little icon. I was
approaching customer in the store for registration of their child .Through that we
got some customer mobile number and registered their number in the landmark
reward. Landmark reward is a Max loyalty program. A function was arrange for
five hundred child on 31st may 2019.sometime there was some promotion offer in
the store and I was assigned to probing customer and aware their staff.
For completion of this report, a survey was conducted and for fulfillment of
questionnaires, a sample size of 100 was selected. Among those who were
interviewed consist of housewives, professionals and student. A structured
questionnaires was constructed to measure the responses of the respondents on
suitable scale that it could be analyzed. Primary data collection was done via
questionnaires and secondary data collection through company websites.
Through this survey we can find the various factor like ambience of the store,
discount and convenience came in light and the reason of consumers choosing Max
over other retail outlets became visible.

Contents
Chapter Index Page no
No
1. Objective of the study
(a)Title of the project
(b)Objective of the project
(c)Scope of the project

2. (a)Introduction to retail industry

(b)Company Profile

3. About customer satisfaction

5.
Chapter 1:
OBJECTIVE OF THE STUDY

 To know about the availability of goods and variety of products and services
attract customer towards Max.

 To know the satisfaction level of overall shopping experience at max

  To know about how in store promotion also help to keep their customer loyal and
satisfy.

SCOPE OF STUDY:
 The report has to be completed within 8 weeks i.e. 15th April to 15th June.

 The study was taken on at Bhubaneswar.

 The survey was taken only100 customer.

Chapter 2:
Introduction to Retail industry

The Indian retail industry has emerged as one of the most dynamic and fast-paced
Industries due to the entry of several new players. It accounts for over10 per cent
Of country’s Gross Domestic Product (GDP) and around 8per cent of the
Employment. India is world’s fifth-largest global destination in the retail space.
Indian retail industry has immense potential as the Indian has the second largest
Population with affluent middle class, rapid urbanization and solid growth of
Internet.
Market Size
India’s retail market is expected to increase by60 per cent to reach US$ 1.1 trillion
by 2020, on the back of factors like rising incomes and lifestyle changes by
middle Class and increased digital connectivity. While the overall retail market is
expected to grow at 12 per cent per annum, modern trade would expand twice as
fast at 20 per cent annum and traditional trade at 10 per cent. Indian retail market is
divided in to “Organized Retail Market” contributes 93 per cent of the total sector
and “Unorganized Retail Market” contributes the rest 7 per cent of the sector.

EVOLUTION OF INDIAN RETAIL:

Informal Retailing Sector:
 Typically large retailers

 Greater enforcement of taxation mechanisms

 High level of labor usage monitoring

Formal Retailing sector:

 Typically small retailers

 Evasion of taxes

 Difficulty in enforcing tax collection mechanisms

 No monitoring of labor laws

TYPICAL CHANNEL OF DISTRIBUTION:

Manufacturer Retailer

Whole seller Final consumer

A retailer sells to consumer through multiple retail formats. They are:

 Web site

 Physical stores

Retail consumer markets today include high rates of personal expenditures, low
Interest rates, low unemployment and very low inflation. Negative factors that
Impact retail sales involve weakening consumer confidence.
One of India’s major retailers with presence in following two segments:

 Max fashion
 Pantaloons
 Central
 Fbb
 Reliance trends
 Lifestyle Retailing

Retailing is the world’s largest private industry:

 Retail is the world’s largest private industry with global retail sales of
Roughly USD 8trillion.
 Retailing is also one of the biggest contribution to the Gross Domestic
 Product (GDP) of most countries and also one of the biggest employers.
 In India, however the retail sector has seen a high level of fragmentation
With a large share held by unorganized player.

Company Profile

Lifestyle Max Retail Division

TYPE Subsidiary
INDUSTRY Retail
FOUNDED 2004
HEADQUATER Dubai, United Arab Emirates
NO OF STORES
 AREA SERVED Worldwide
KEY PEOPLE Shital Mehta (CEO)
Vasanth Kumar (Executive Director)

PRODUCTS Department Stores

PARENT Landmark Group
WEBSITE www.landmarkgroup.com

Company profile Founded in 1973 with a single store in Bahrain, the Landmark Group
has successfully grown into one of the largest and most successful retail organizations in
the Middle East.
An international, diversified retail conglomerate that encourages entrepreneurship to
consistently deliver exceptional value, the Group operates over 1,200 outlets
encompassing a retail presence of over 18 million square feet across the GCC, Jordan,
India, Egypt, Turkey, Lebanon, Kenya, Sudan, Yemen, and Pakistan. The Group employs
over 45,000 employees.

Max
MAX is the international value fashion brand of the Dubai based Landmark Group.
Established in 2004 in the UAE, Max has become the largest value fashion brand in India
and the Middle East with over 200 stores across 15 countries; offering customers a one
stop shop for clothing, accessories and footwear needs for the entire family.
MAX India, a division of Lifestyle International (P) Ltd., has pioneered the concept of
‘value fashion’ in the country, thereby offering the discerning shopper a vast choice with
international fashion & quality.
VISION:
 To be among the top three retail players in three of the fastest growing Retail
market in the world.

Mission:
 Carefully listen
 Constantly adapt
 Always deliver

Motto:
 Customer satisfaction is the real motto.

 Customer is our real boss and real master.

Core values:
 Passion for excellence.

 Integrity in everything we do.

 Empowering people to strive and deliver.

 Confidence in ourselves.

 To build long term relationships.

 To be flexible and adaptable, to meet challenges

MAX was established in the year 2006 with its first store in Indore. Now, Max has
around 105 stores across 45 cities with over 3500 employees. Max has open its seven
store in Odisha. In Bhubaneswar there is four store and in Cuttack max has three store.
The store ambience offers an international shopping experience making shopping for the
entire family an absolute delight. Max focuses on strong visual elements at the store for
engaging customers while they are in store.

The stores are designed for easy navigation with distinct category display to facilitate
customers in easily locating product they are looking for. The target audience for Max
India is primarily is contemporary middle class family and young working couples within
the age group of 25 to 35 yrs.

As Max has positioned itself as a youth brand, it also targets teenagers and college
students within the age group of 18 to 24 years. Max is reaching out to customers in Tier
II towns through brand initiatives like Max Fashion Icon which addresses 1

Introduction of the topic

CUSTOMER SATISFACTION

Customer satisfaction occurs when the value and customer service provided through a
retailing experience meet or exceed consumer expectations. Customer satisfaction is a
measure of how an organization’s total product performs in relation to set of customer’s
expectations.

Customer satisfaction depends on the product’s perceived performance relative to buyer’s

expectation. If the product’s performance fall short of expectations, the customer is
dissatisfied. If performance matches expectations the customer is satisfied. If
performance exceeds expectations, the customer is highly satisfied and delighted.

Keeping customers satisfied is the best competitive advantage against competitors.

Customers are loyal, prepared to pay more and are excellent external market.
Here is a list of the reasons for developing long term relationships with customer:
 Acquiring new customer can to 5 to 10 times more than costs involved in
satisfying and retaining current customer.

 Loyal customers tend to spend more and cost less to serve.

 Satisfied customers are likely to recommend your products and services.

 Retaining existing customers prevents competitors from gaining market

share.

Importance of measuring customer satisfaction:

 Customers might misunderstand company’s marketing communications. They
might get offended and loose respect and trust for the company.

 When managers of the organization do not have an accurate understanding of

customer’s needs and priorities. If they don’t know what’s important for the
customers, it is extremely difficult to satisfy customer’s need.

 Sometimes organizations have clear procedures which are well matched to

customers’ needs and priorities but do not achieve a consistently high level of
customer satisfaction because staff are insufficiently trained or declined to follow
the procedure to the letter at all time.

Retaining customer:
Totally satisfied customers are more likely to be loyal customers. However the
relationship between customer satisfaction and loyally varies greatly across industries and
competitive situation.

As earlier mentioned, companies are ready to fight hard to retain customers. Competition
is increasing and the cost attracting new customers is rising. It might cost five times as
much as attract new customers as to keep current customer happy. The best approach to
customer retention is to deliver high customer satisfaction and value that result in strong
customer loyalty and well-developed business relationships.

Customer retention strategies:

Max offers services not just product. It retain its customer to give online and offline
purchase experience. Max sell its product through stores as well as online purchase
option in its websites which is named as “click and collect”. Through in this process
customer can purchase product and can collect it from any max store near from him
without any delivery charges

CUSTOMER SATISFACTION ATTRIBUTES:

Quality:
If you have a poor product or service, it affects the satisfaction level. There’s a. No
amount of aggressive PR or marketing that can make a product or service sell. So,
product should be up to the mark.

Differentiation:
In Bhubaneswar market, there’s usually many players like max, fbb, Westside, central
etc. Customer service may not work when choosing the appropriate product or service,
but word of mouth certainly plays into customer satisfaction. If a product is the best in
quality and discounts, then it’s necessary to separate it from the rest of the brands,
through customer service, marketing and product quality.

Access:
The era of digitalization has made finding products and services a snap. What Emailing
and finding products and services on the Internet has become such a trend, companies
have invested millions in making sure access is free and extremely easy.

Face value:
When a product or service costs high, but is worth it, the value which becomes acceptable
to the consumer. When a consumer specifically buys trousers from peter England or bare
denim, the positive features of the products outweighs the cost, creating a strong sense of
good value. Pantaloons should have more international brands which is rated excellent by
the customers.

Ambience:
When the customers shop at pantaloons, the first impression that they look for is of a
clean, safe and well- organized environment. The store’s ambience affects the purchasing
behavior of the customers immensely.

Faster services:
The services as in billing process, exchange process etc. should be faster so that the
customer won’t be waiting in a queue for a long time. Pantaloons has come up with
additional billing and exchange counters so that they can attend more number of
customers at a time.

Technology:
To satisfy customers, pantaloons have come up with the latest technological advances.
Technology like capillary cashier terminal, cashier in touch help improving the quality of
the purchasing experience without delay or adding staff to the payroll.

Loyalty program:
Landmark Rewards' in a unique loyalty program, with current membership base of over
3.8 million customers, has emerged as one of India's leading loyalty programs offering
customers rewards and exclusive benefits. It helps the loyal customers to get more value
every time they shop at Landmark Group outlets.
This card has three tiers depending on the years shopping, when customer shops, the card
updates with increasing privileges and extra benefits
The benefits cover under discount over your reward point, exchange and return without
bill also, exclusive sale preview.
CUSTOMER SERVICE:
Customer service is play a vital role. As retail is not all about selling the merchandise and
work is done. Providing good service makes the customer happy and satisfy towards the
organization. Customer can’t happy to get good quality of product but can make them
loyal to provide good service. Max understand the value of customer service so it provide
various types of service to the customer. They are:

 Query solving
 Alteration
 Lost and found
 Unclaimed baggage

Query solving:
Max is always ready for attending all the complaints and solving the query of as selling
the customers. Example: complaints regarding the redemption of points, checking of
current points of the customers, changing of the mobile no. of the customer, complaints
regarding the exchange etc.

Alteration:
Alteration is a service which is provided free of cost to the customer but it is mandatory
that merchandise purchased must be from Max only. This service is provided at any Max
store across India.
Unclaimed baggage:
Unclaimed baggage register is maintained in case the customer forget to take the item
from Baggage counter. So that baggage is kept in commercial office.

CUSTOMER SERVICE STANDARD:

Max follows a service standard within the organization so that every work should be
completed according to the plan. That standard is known as sop (standard operating
procedure)

Wow
customer
Experience
 Higher
Uniformity payouts &
incentives
&
to teams
Standardizati
on

STANDARD Overall
sales
OPERATING growth &
Profit achievemen
Protection PROCEDURES t

Customer
Discipline Loyalty

It also plays a vital role in making the customer loyal towards the organization. Under
SOP of Max a module is being followed for greeting the customers and providing a
good and friendly environment for shopping so that customer can have a good
shopping experience from the store and they will visit again for shopping. That
module is known as guest module.
GREET
 Greet the customer with 'Namaste'

 Start the conversation by saying, 'How may I help you?'

 Hand over the shopping bag

Understand
 Understand the customer need by asking key questions
 Occasion, Fit and Fabric preference

 Style elements preference

Explain:

 Highlight USP of the product-FAB(feature, advantage &Benefits

 Explain the product as per the 'Product Presentation Manual'

 Link the product to the needs that the customer stated

SUGGEST:
  Suggest the customer to try the merchandise (Trial)

 Suggest the customer other department products & accessories

THANK:

 Thank the customer for shopping with us

 Accompany the customer to the cash counter and connect to the cashier