DECLARATION

I, Syam s s, student of Rajagiri School of Management hereby declare that this project report titled, A study on customers In store shopping experience in max outlet and satisfaction level of max own brands in Coimbatore city is an original work done by me and submitted to Rajagiri School of Management, for the award of Masters Degree in Business Administration.

I further declare that any part of this project itself has not been submitted elsewhere for the award of any degree.

Place: Date :

SYAM SS

ACKNOWLEDGEMENT
I would like to extend my gratitude to all those who have helped me in making this project. Firstly I would like to thank Mr .Dharashaks(store manager)MR Sunil T(Assi store manager) max store in Coimbatore for giving me this opportunity to undergo the project in this reputed organization. I would like to extend my sincere gratitude to Mr. Mohan raj D, External Project guide for his guidance and whole hearted support. I would like thank Mr.Alexantonyraj , HR Manager for his help. I would also like to thank to all max staff for the help extended by him. My thanks to the principal Dr. Joseph I Injodey and my Project guide Mr.Harish B of Rajagiri School of Management for their help and guidance. I am also grateful to my friends and family for their support and all those I had the chance to meet during this project and have contributed to its success.

Page No.

Executive Summary

Industry & Company profile

Introduction

Research Methodolog

Data analysis & Interpretation

Findings & Recommendations

Annexures Bibliog raphy

TABLE OF CONTENTS

How frequently you visit max Are you very brand conscious when you purchase a product I can get good quality of products from the outlet I can get products which provides good value for money I can get wide variety of products in different sizes I can get personal attention from store staffs I can get prompt service from the store staffs I can see very attractive product and promotional displays

I can get wide variety of different brands.

I can see the store is always neat and clean

can get valuable benefits from different loyalty programs (offers, loyalty cards etc.) in my shopping. I can get very reliable billing and delivery services max store situated in convenient place About Customers preference when they purchase a product in max

Suggest your parameter to max product

Chapter 1
EXECUTIVE SUMMARY
Value fashion brand Max is no stranger to consumers in Coimbatore as a large number of expatriates from this commercial hub live and work in the Gulf states where Max is indeed a popular brand. Max launch of the first store in United Arab Emirates, max now boasts of 82 stores across 8 countries in the Middle East & India, With a single aim of addressing the fashion and footwear needs of middle income customers offering them good quality products at amazing value, max has quickly filled the position of being the largest value fashion retailer in the Middle East.Landmark group is parent company of max. My schedule for project was from 2nd may to 10 June 2011.The project started by estimating the potential of max retail outlet Coimbatore city.Max store gave me a brilliant opportunity for me to gain a foothold into the industry. It was when I got to work with the best in the business and hone my skills. Working on a live project was an enriching experience to work up, close and personal with several retailers and distributors in the lube market.I was assigned the task arranged product and sales in store all section. My topic is A study on customers In
store shopping experience in max outlet and satisfaction level of Max own brands in Coimbatore city.

INDUSTRY PROFILE

RETAILING
Marketplace is a location where goods and services are exchanged. The traditional market square is a city square where traders set up stalls and buyers browse the merchandise. This kind of market is very old, and countless such markets are still in operation around the whole world.In some parts of the world, the retail business is still dominated by small family-run stores, but this market is increasingly being taken over by large retail chains. Retail comes from the Old French word retailer (compare modern French retailler), which means "to cut off, clip, pare, divide" in terms of tailoring (1365). It was first recorded as a noun with the meaning of a "sale in small quantities" in 1433 (from the Middle French retail, "piece cut off, shred, scrap, paring"). Like the French, the word retail in both Dutch and German (detailhandel and Einzelhandel, respectively) also refers to the sale of small quantities of items.Retailing is one of the pillars of the economy in India and accounts for 13% of GDP. The retail industry is divided into organised and unorganised sectors. Over 12 million outlets operate in the country and only 4% of them being larger than 500 sqft (46 m2) in size. Organised retailing refers to trading activities undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc. These include the corporate-backed hypermarkets and retail chains, and also the privately owned large retail businesses. Unorganised retailing, on the other hand, refers to the traditional formats of low-cost

retailing, for example, the local kirana shops, owner manned general stores, paan/beedi shops, convenience stores, hand cart and pavement vendors, etc. In India, a shopkeeper of such kind of shops is usually known as a dukandar. MostIndian shopping takes place in open markets and millions of independent grocery shops called kirana . Organized retail such supermarkets accounts for just 4% of the market as of 2008. Regulations prevent most foreign investment in retailing. Moreover, over thirty regulations such as "signboard licences" and "anti-hoarding measures" may have to be complied before a store can open doors. There are taxes for moving goods to states, from states, and even within states An increasing number of people in India are turning to the services sector for employment due to the relative low compensation offered by the traditional agriculture and manufacturing sectors. The organized retail market is growing at 35 percent annually while growth of unorganized retail sector is pegged at 6 percent. Indian market has high complexities in terms of a wide geographic spread and distinct consumer preferences varying by each region necessitating a need for localization even within the geographic zones. India has highest number of outlets per person (7 per thousand) Indian retail space per capita at 2 sqft (0.19 m2)/ person is lowest in the world Indian retail density of 6 percent is highest in the world. 1.8 million households in India have an annual income of over 45 lakh. Delving further into consumer buying habits, purchase decisions can be separated into two categories: (status-oriented and indulgence-oriented). CTVs/LCDs, refrigerators, washing machines, dishwashers, microwave ovens and DVD players fall in the status category. Indulgence-oriented products include plasma TVs, state-of-the-art home theatre systems, iPods, high-end digital cameras, camcorders, and gaming consoles. Consumers in the status category buy because they need to maintain a position in their social group. Indulgence-

oriented buying happens with those who want to enjoy life better with products that meet their requirements. When it comes to the festival shopping season, it is primarily the statusoriented segment that contributes largely to the retailers cash register. While India presents a large market opportunity given the number and increasing purchasing power of consumers, there are significant challenges as well given that over 90% of trade is conducted through independent local stores. Challenges include: Geographically dispersed population, small ticket sizes, complex distribution network, and little use of IT systems, limitations of mass media and existence of counterfeit goods. Retail store product is usually classified in Hard goods ("hardline retailers") - appliances, electronics, furniture, sporting goods, Soft goods - clothing, apparel, and other fabrics. There are the following types of retailers by marketing strategy: Department stores - very large stores offering a huge assortment of "soft" and "hard goods; often bear a resemblance to a collection of specialty stores. A retailer of such store carries variety of categories and has broad assortment at average price. They offer considerable customer service.
Discount stores- tend to offer a wide array of products and services, but they compete mainly

on price offers extensive assortment of merchandise at affordable and cut-rate prices. Normally retailers sell less fashion-oriented brands. Supermarkets - sell mostly food products; Warehouse stores - warehouses that offer low-cost, often high-quantity goods piled on pallets or steel shelves; warehouse clubs charge a membership fee and Variety stores or "dollar stores" - these offer extremely low-cost goods, with limited selection

Mom-And-Pop - is a retail outlet that is owned and operated by individuals. The range of products are very selective and few in numbers. These stores are seen in local community often are family-run businesses. The square feet area of the store depends on the store holder. Specialty stores- A typical speciality store gives attention to a particular category and provides high level of service to the customers. A pet store that specializes in selling dog food would be regarded as a specialty store. However, branded stores also come under this format. For example if a customer visits a Reebok or Gap store then they find just Reebok and Gap products in the respective stores. General store - a rural store that supplies the main needs for the local community Convenience stores-is essentially found in residential areas. They provide limited amount of merchandise at more than average prices with a speedy checkout. This store is i eal for d emergency and immediate purchases. Hypermarket- provides variety and huge volumes of exclusive merchandise at low margins. The operating cost is comparatively less than other retail formats. Supermarkets-is a self-service store consisting mainly of grocery and limited products on non-food items. They may adopt a Hi-Lo or an EDLP strategy for pricing. The supermarkets can be anywhere between 20,000-40,000 square feet. Example: SPAR supermarket. Malls-has a range of retail shops at a single outlet. They endow with products, food and entertainment under a roof. Category killers or Category Specialist- By supplying wide assortment in a single category for lower prices a retailer can "kill" that category for other retailers. For few categories, such as electronics, the products are displayed at the centre of the store and sales person will be available to address customer queries and give suggestions when required. Other retail format

stores are forced to reduce the prices if a category specialist retail store is present in the vicinity. E-trailers- The customer can shop and order through internet and the merchandise are dropped at the customer's doorstep. Here the retailers use drop shipping technique. They accept the payment for the product but the customer receives the product directly from the manufacturer or a wholesaler. This format is ideal for customers who do not want to travel to retail stores and are interested in home shopping. However it is important for the customer to be wary about defective products and non-secure credit card transaction. Example: Amazon, Pennyful and Ebay. Vending Machines-This is an automated piece of equipment wherein customers can drop in the money in machine and acquire the products. Some stores take a no frills approach, while others are "mid-range" or "high end", depending on what income level they target.

Retail pricing
The pricing technique used by most retailers is cost-plus pricing. This involves adding a markup amount (or percentage) to the retailer's cost. Another common technique is suggested retail pricing. This simply involves charging the amount suggested by the manufacturer and usually printed on the product by the manufacturer. In Western countries, retail prices are often called psychological prices or odd prices. Often prices are fixed and displayed on signs or labels. Alternatively, when prices are not clearly displayed, there can be price discrimination, where the sale price is dependent upon who the customer is. For example, a customer may have to pay more if the seller determines that he or she is willing and/or able to. Another example would be the practice of discounting for youths, students, or senior citizens..

Sales techniques
Behind the scenes at retail, there is another factor at work. Corporations and independent store owners alike are always trying to get the edge on their competitors. One way to do this is to hire a merchandising solutions company to design custom store displays that will attract more customers in a certain demographic. The nation's largest retailers spend millions every year on in-store marketing programs that correspond to seasonal and promotional changes. As products change, so will a retail landscape. Retailers can also use facing techniques to create the look of a perfectly stocked store, even when it is not. A destination store is one that customers will initiate a trip specifically to visit, sometimes over a large area. These stores are often used to "anchor" a shopping mall or plaza, generating foot traffic, which is capitalized upon by smaller retailers.

Customer service
Customer service is the "sum of acts and elements that allow consumers to receive what they need or desire from your retail establishment." It is important for a sales associate to greet the customer and make himself available to help the customer find whatever he needs. When a customer enters the store, it is important that the sales associate does everything in his power to make the customer feel welcomed, important, and make sure he leave the store satisfied. Giving the customer full, undivided attention and helping him find what he is looking for will contribute to the customer's satisfaction.

There are several ways in which consumers can receive goods from a retailer:
Counter service, where goods are out of reach of buyers and must be obtained from the seller. This type of retail is common for small expensive items (e.g. jewellery) and controlled items like medicine and liquor. It was common before the 1900s in the United States and is more common in certain countries like India.Delivery, where goods are shipped directly to consumer's homes or workplaces. Mail order from a printed catalogue was invented in 1744 and was common in the late 19th and early 20th centuries. Ordering by telephone is now common, either from a catalogue, newspaper, television advertisement or a local restaurant menu, for immediate service (especially for pizza delivery). Direct marketing, including telemarketing and television shopping channels, are also used to generate telephone orders. Online shopping started gaining significant market share in developed countries in the 2000s. Door-to-door sales, where the salesperson sometimes travels with the goods for sale. Selfservice, where goods may be handled and examined prior to purchase Second hand retail See also: Charity shop Some shops sell second-hand goods. In the case of a non-profit shop, the public donates goods to the shop to be sold. In give-away shops goods can be taken for free. Another form is the pawnshop, in which goods are sold that were used as collateral for loans. There are also "consignment" shops, which are where a person can place an item in a store and if it sells, the person gives the shop owner a percentage of the sale price. The advantage of selling an item this way is that the established shop gives the item exposure to more potential buyers. Challenges To become a truly flourishing industry, retailing needs to cross the following hurdles.Automatic approval is not allowed for foreign investment in retail. Regulations restricting real estate purchases, and cumbersome local laws.Taxation, which favours small retail businesses.Absence of developed supply chain and integrated IT management.Lack of

trained work force. Low skill level for retailing management. Lack of Retailing Courses and study options Intrinsic complexity of retailing rapid price changes, constant threat of product obsolescence and low margin

Major Indian Retailers

While India presents a large market opportunity given the number and increasing purchasing power of consumers, there are significant challenges as well given that over 90% of trade is conducted through independent local stores. Aditya Birla Group - more Outlets Lifestyle(International)-Lifestyle,HomeCentre,Max, Fun City and International Franchise brand stores The Tata Group-Formats: Westside, Star India Bazaar, Steeljunction, Landmark, Titan Industries with World of Titans showrooms, Tanishq outlets, Chroma. Pantaloon Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion Station, Brand Factory, Depot, all, E-Zone etc. Marks & Spencer: Clothing, lifestyle products, etc. Next retail India Ltd (Consumer Electronics) Reliance Retail-Formats: Reliance Fresh Reliance ADAG Retail-Format: Reliance World German Metro Cash & Carry

y y y y y

y y y

Shoprite Holdings-Formats: Shoprite Hyper Paritala stores bazar: honey shine stores Kapas- Cotton garment outlets Vivek Limited Retail Formats: Viveks, Jainsons, Viveks Service Centre, Viveks Safe Deposit Lockers

Nilgiris-Formats: Nilgiris supermarket chain Pyramid Retail-Formats: Pyramid Megastore, TruMart etc..

Company profile Max

May 2004 is max retail store beginning of an exciting journey in retail sector .With the launch of our first store in United Arab Emirates, max now boasts of 82 stores across 8 countries in the Middle East & India. eWith a single aim of addressing the fashion and footwear needs of middle income customers offering them good quality products at amazing value, max has quickly filled the position of being the largest value fashion retailer in the Middle East.Max retails its own label of clothing for men, women & children as well as footwear & home ware.By end of 2009, Max will have a network of 100 stores across Middle East and new markets. Max currently operates in UAE, Saudi Arabia, Jordan, Kuwait, Bahrain, Qatar, Oman &India.Each Max store averages between 25,000 to 30,000 sq. ft. A rewarding shopping experience coupled with great value - translates into making customers Look good. Feel good. with Max.Max sources its designs from West Asia and shares the vendors of the global team. It has 120 dedicated vendors in India. The Max brand addresses

the value segment. We launched four stores between 2006 and 2008. . Max is now a privatelabel cash cow with Rs 380 crore in sales in 2010-11. MAX VISION & MISSION To create a truly global brand that provides growth opportunities for the company and its employees, whilst achieving its goal of becoming the number one value fashion retailer across the Middle East &India.And max Futecher plan is hit salesRs 1,000 crore in three years.

Max Mission statement  Be a market leader in the field of value retailing.  Provide fashionable products at affordable prices.  Be innovative, cost effective and globally competitive.  Exceed our customer's expectations  Provide opportunities of growth for our employees Our Core Values

Max core values  Constant focus & development on the product and value offered.  Continuous improvement of the customers shopping experience.  Commitment towards staff training & development.  Encouraging open work culture  Assurance of best practice policies

Look good, Feel good is the tag line of max retail outlet. Max offers fashion clothing, footwear, accessories and household products at amazing value, all under one roof. Launched in UAE in May 2004, Max is today the largest value fashion retail chain in the Middle East. Max caters to the mid-market section of the population. With 114 stores across UAE, KSA, Jordan, Kuwait, Bahrain, Qatar, Oman, Turkey, Egypt, Yemen & India, MAX plans to expand its network in more potential markets within the Middle East & beyond. With stores that typically measure 18,000 - 30,000 sq. ft., Max retails private label clothing for men, women and children as well as footwear and home accessories. A great shopping experience with fashionable products at superb value is an assurance that makes customers "Look good. Feel good. As part of Max mission and social responsibility, we are launching a coordinated campaign of awareness, education and community support by going green with our jute shopping bags. Jute bags are a viable alternative to plastic bags as they are hardwearing, 100% biodegradable, recyclable and therefore eco-friendly.Max, the group's fashion brand, expects revenue from Indian operations to double to breach the Rs 400 croremark by March 2011. Using "pocket-friendly prices" as its USP, the Rs 188-crore Max is offering apparel for family in a price band of Rs 199 to Rs 599.In the past three years since it made its India foray, the retail chain has been operating stores that span an area of 2.8 lakh sq ft. "This year max plan to double the space by establishing more stores," Max ED Vasanth Kumar said.fast growing value fashion concept in the middle east and India .At max we strive to bring you the most dynamic offering of value fashion and merchandised designed in hours and manufactured to stringent quality standards. International trade ,we also believe in offering of valuable shopping experience. Our merchandised is regularly updated to ensure that every max store we always delight our customer with fresh and new offering adding

variance to the store .our sales advisors and visual merchandised team ensure that ever max store represent the sprint of our brand promise look good feel good

Abut parent company

Landmark group is the parent company of max landmark group is Founded in 1973 in Bahrain, the Landmark Group has evolved 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 900 stores encompassing a retail presence of over 13 million sq. ft. across the Middle East, India, Egypt, Turkey, Yemen and Pakistan (franchise operation). The Group employs around 32,000 people. They started out in 1973 with the introduction of the baby shop concept in Bahrain, has seen the Landmark Group achieve exponential growth in the past 35 years. Micky Jagtiani has led the Group with his business mantras of 'Retail Concepts', 'Estimating Market Potentials' and 'Key Man Policies.' Committed to social causes, Micky also founded LIFE - Landmark International Foundation for Empowerment. Renuka JagtianiVice Chairperson of the companyJon Jagtiani, Vinod Talreja, Jon Jagtiani,Hariharan Ramanathan,NeeleshBhatnaga,VipenSethiSachin,MundhwaManu Jeswani are CEOs of the company. The Landmark Group's loyalty programmes are a testament to the Group's commitment to enhancing our relationship with our customers across various brands. With a 'customer first' focus, the programmes have achieved leadership status in the retail segment - confirmed by a large member base and active redemption of rewards. Landmark Loyalty Programmes offer a world of privileges to its members from added value, savings and rewards to an enriched customer experience with Landmark Group and its brands

Following are retail business of landmarked group

Home Centre is the leading retailer of furniture and home wares in the region. Home Centre's product range spans furniture, home wares& accessories for living rooms, bedrooms, dining and kids rooms, and outdoor & home office Centre pointis a one stop shopping destination that houses Baby shop, Splash, Lifestyle, Shoe Mart and Beauty bay under one roof. Splash is a leading high-street fashion retailer in the Middle East. It showcases popular collections for men, women and teens with a wide offering of fashion apparel and accessories to suit its customers every lifestyle need Shoe Mart, the largest footwear and accessories retail chain in the Middle East.

Lifestyle Well-defined concept store Lifestyle offers a wide range of exclusive products from home
dcor, furnishing, lighting and bath dcor to makeup, perfumes, fashion accessories, bags, spa products and teen gift

Beauty bay offers one stop shopping for value and luxury fragrances, cosmetics, skincare, hair care,
bath and body care and beauty accessories.

Iconic is a brand new fashion/lifestyle retail concept of the Landmark Group. Located at the mouth of
the Metro at Deira City Centre, Iconic made its debut in February 2010.

Emaxis the fastest-growing electronics retail chain in the Middle East with showrooms across the
UAE, Saudi Arabia, Oman, Qatar and Bahrain.

The Shoexpressis store design & concept is fresh, attractive and very efficient in its approach. It uses
an open stock concept known as the "rack room"- system in which shoes are displayed neatly and clearly within each department, allowing customers to easily browse and find what they're looking for.

Q Home Dcor is a network of luxury furnishings stores in Dubai, Abu Dhabi,

The Landmark Group has gained recognition through awards instituted by the industry for excellence of its service quality and leadership team. Browse through our gallery to catch a glimpse of the Group's historyRetail Company of the Year : Arabian Business Achievement Awards 2010,Best Performance, Re-export category : Mohammed Bin Rashid Al Maktoum BusinessAwards 2010,Best Wireless Implementation of the Year Network Middle East

Innovations Awards 2009Middle East Retailer of the Year : Retail Middle East Awards 2008Business Excellence, Re-export category, Entrepreneur of the Year, Micky Jagtiani : Middle East Business Achieve, Most Admired Retailer of the Year - Lifestyle Department Stores, Retail Personality of the Year, Micky Jagtiani :Retail Middle East Awards 2007

Out t

Busi ss Woman of t

Year, Renuka Jagtiani : Asian Business Awards

Middle East 008 awards 2008.Max sources its designs from West Asia and shares the vendors of the global team. It has 120 dedicated vendors in India. The Max brand addresses the value segment . We launched four stores between 2006 and 2008. That time max may not know how successful it would be. Max is now a private -label cash cow with Rs 380 crore in sales in 2010-11.

About max management

MrH.Ramanathan is the CEO of max retail store Mr inesh Singh, ice-President, Operation and Marketing, Max Retail Stores. AndMr Stores asanth Kumar, Executive Director, Max Retail

Max evolution store May 2004 1st store is openin Abu Dubai UAE Jun 20041st store opened in Kuwait May 2006 June 2006 June 2007 March 2009 December 2010 1st store in Jordan Opened 36 store in 4 counters opened 46 store in 7 countries opened 82 store in across the middle east of India 145 stores opened in MENA region& Indie

Store layout
max store is situated in 18,000 - 30,000 sq. ft. And 4 department for max men and women and children wear besides footwear, accessories and home furnishings. Store over all controlled by store manager andassistant store manager in charge of outlet. Each department have 2 departmentmanager they controlled that department operation. Attendance& employee related issues managed by HR manager he is the in charge HR department in max. And 2 senior sales executive (sales man )and other staff store included in each section . Main

departments of max
MARKETING DEPARTMENT

Making function is another function of an organization .Making function will be used customers need and wants meet him before customer satisfaction created. So marketing department will be used effort marketed product in different way used. (Analyzing the market situation ;Determining Marketing policy; Advice to board of Directors, tope authority if it is necessary; Developing Activities on the basis of products ,sales area ,types of customer ; conducting marketing research and obtained coordinate necessary resources ; promotion of good or sales with help of advertising ; maintaining statistics of sales and submit report at regular intervals and for last sales ,price movement ,lost etc. and predict trends and prepare sales budget and also control market activities HUMAN RESOURCE DEVELOPMENT DEPARTMENT Personnel management refers to that are of management which deals with planning, organizing, directing and controlling the functions of processing developing, maintaining and utilizing the work force in the enterprise to help in the achievement for organization development. So effective utilization of man power or effort used maximum profit achieved.

So the management must be establish the best possible relationship between people working for the enterprises FINANCE DEPARTMENT This department deals with the finance and its management ,And also keeps all the accounts of the company .Finance is the life blood of every company .So its management merits special important .Finance is considered as an economic activity considered with procurement of funds for business purpose.Following up data and maintain all document ;monitoring day to day transactions ;To provide management information system developed ; Tax planning and it also engaged in the presentation of statement. INFORMATION TECHNOLOGY DEPARTMENT This department is important because of the engineering trend is IT field and the use of computer in the organization as a part of automaton being widely used .Computer are used for work simplification .So this department is also now got a place in the organization chart.Developing programmers and software for the company; co-ordination system; correction of the fault programmers; periodical checking of efficiency. LOGISTIC DEPART MENT In this department is used product is available in the store and new stoke is HOUSE KEEPING &SECURITY DEPARTMENT Housekeeping department is mainly do cleaning and arrange the product in store. Security department managed store security and keep recorded of visitors, staffand customers bag and lagaesg.

DIFFERENT SETIONS IN MAX Mainly max 4 departments in store Menswear, Womens wear,Kids wear, Food

wear and accessories

Mens wear
Mens wear section is the more profitable department in max outlet ,total sales is contributed by this department .Different kinds of mens wear product is available in this section (formals and semi formalism and full slave or slave shirt and trousers , tea shirt ,jeans , three fourth )in different size and cooler .Now mens inner wear and sport wear section is included in mens wear. Product is arranged in price and cooler combination is used .levies and joins players, Peter England companies branded product and executive tie and belt section is available in store

Womens wear
Average sales is happening in this department, different kinds of product is available in there, it is classified in to (tradition ethics, young fashiondress) and lives branded product ).is arranged in a more confortable way in different size and cooler and verity . Womens night wear and inner wear section is also available in this department. 300 Russ.above ranged product is available

Kids wear
This is other competing department of the store daily more sales is happening heir. Different rang of age group dress materials in boy and girls.

Food wear and accessories

In footwear department many type of executive shoes, fashionable shoes other food wear available for mens and womens and kids in different size. And now ladies garments and school bags and other bags, toes , socks, shoe polisher and brush is available heir.

Future expansion of company

Max is a $750-million business for the Landmark Group and has 150 stores, 45 in India.. Max plan is to hit Rs 1,000 core in three years. Spread over 20,000 square feet across three levels, the Bangalore store is Max's first standalone set-up. Its other two stores are present in Indore and Ahmedabad at premier shopping malls. By the end of this year, Max Retail hopes to be present in eight cities including Delhi, Lucknow, Hyderabad, Agra and NaviMumbai.While the average size of the stores in the cities will be 20,000 to 25,000 sq. ft, those in tier-II cities will be in a smaller format (around 12,000 sqft). Around Rs 2.5 crore will be invested on fit-outs and interiors in each store. Merchandise worth Rs 2 crore will be stocked in every store.

CSR of the company

One case step .max along with it parent company (landmark group) come tougher as an force to make different in people live ,supporting landmark group sponsorship of breast cancer awareness campaign across all it store in USA .max helped spread at massage providing details of the free screening while raising money for local breast cancer support group .A gesture that saw max &landmark bound with local community while doing it share for the global awareness about breast cancer. Adding and supporting on individual level every staff member on the shop floor as well as the cooperate office sported Brest cancer badges pushed the sales of the badges to rice as much money and increasing awareness of

the company .landmark group partners in them initiative where red society and dam national health insurance company SWOT ANALYSE OF MAX

STRENGTHS Max retail outlet is provided different kind of shopping experience to customers .many type of product in one store and max on brand product different size, cooler max have sufficient financial resources to fund to any kind programme. max store customer relationship is very good WEAKNESS Quality of the max product is very low, only few other branded product is available in store some time customers are not satisfied with max on product. Space capacity is very low, max Research and Development programme is very poor. Clothing and more accessories is available max it confuse the customer about line of business OPPORTUNITY Max has various opportunities to improve market demand in Coimbatore. Improve product quality, product is available in different size and cooler, improved advertisement and promotional activity,more and more offers is available in store, expand max product ran expand into your supplier's and customer field .max improve export opportunities in retail field. . max low cost of product impact your business because our shop appeals to the middle income bracket who are not interested in low cost alternatives.

THREATS Changing fashion trends may shift consumer interest in our product range. Any changes in demographics that will impact your business, Rent can go up margins, regulation of industry act modification ,exchange rate variation may impact costs of product.substitute product sales increasing affected max . Season fashion changes happening in customers but the need for medium quality products remains unchanged. Consumers have a choice to use a substitute product it affect max sale.

Chapter 2

RESEARCH METHODOLIGY

Title of the study

A study on customers In store shopping experience in max outlet and satisfaction level of Max own brands in Coimbatore city.

Objective of the study

y y y

To identify the customers satisfaction level in Max retail outlet. To identify satisfaction level of Max own brand. To provide suggestions for improving the performance of Max outlet.

Scope of study
Max retail store is situated in Brook field mall and many international companies have set up their branded stores here.Max retail store enjoys a wide customer base. If the customers are not happy with the service, there will be a drop in the number of customers. Hence it is imperative to study the in store shopping experience and satisfaction level of customers.

Data collection
Primary and secondary data is used for data collection Primary and secondary data is used for data collection. Fist hand data is known as primary data Primary and published data and historical data is known as secondary data. Primary data is collected by personal interview is used secondary data is collected by company record, historical data is used.

Research design
A Research design specifies the methods and procedures for conducting a particular study. It is a map (or) blue print to which the research is to be conducted. Descriptive research design has been considered as a suitable methodology for present study and for data analysis.

Sampling design
The sampling technique used was Convenience sampling as the population elements considered for the study have been conveniently selected based upon the knowledge of the researcher.

Population
Population is the customers of Max Coimbatore outlet The sample size is 100.

Analysis techniques
Percentage analyses are used for analyses.

Limitations of the study

The limitations of the research were as follows 1. Lack of proper experience on the part of the researcher in conducting such studies in the past. 2. Time frame required was not enough to survey more number of markets.

Chapter 3 DATA ANALYS AND INTERPRETATION

TABL 1.Ho f qu ntl you visit max?

Monthly

Ones in a week

Yearly

Other

otal

100

he above chart described that 50%monthley 20%ones in aweek ,14%yearly other 16% visited max

Item

Res ondent

50

50%

20

20%

14

14%

16

16%

100

Yes

No otal

100

100

otal

he above chart described that 60% coustomers brand concious 40% are not brand concious

Item

TABL 2. A

you very brand conscious when you purchase a product?

Res ondent

60

60%

40

40%

 

100

100

TABL 3. I can get good quality of products from the outlet.



Item Strongly Agree Agree Neutral Disagree StronglyDisagree

Respondent 8 49 34 9

% 8% 49% 34% 9%

he above pie chart represent 8%Strongly Agree ,49% Agree 34% neutral 9% disagree 8% strongly agree

 

otal

100

100

TABL 4 .I can get products which provides good value for money


Item StronglyAgree Agree Neutral Disagree Strongly disagree

Respondent 11 52 29 6 2

% 11% 52% 29% 6% 2%

otal

100

100

he above pie chart represent 11%Strongly Agree ,52% Agree ,29% neutral,6% disagree2% strongly agree

TABL 5. I can get wide variety of products in different sizes



Item StronglyAgree Agree Neutral Disagree StronglyDisagree

Respondent 20 60 12 6 2

% 20% 60% 12% 6% 2%

he above pie chart represent 20%Strongly Agree,60% Agree,12% neutral,6% disagree6% strongly agree

 

otal

100

100

TABL 6I can get personal attention from store staffs



Item StronglyAgree Agree Neutral Disagree StronglyDisagree

Respondent 12 52 33 3

% 12% 52% 33% 3%

otal

100

100

he above pie chart represent 12%Strongly Agree,52% Agree,33% neutral,3% disagree

TABL 7.I can get prompt service from the store staffs
!

Item StronglyAgree Agree Neutral Disagree StronglyDisagree

Respondent 17 52 28 3

% 17% 52% 28% 3%

"

"

otal

100

100

he above pie chart represent 17%Strongly Agree,52% Agree,28% neutral ,3% disagree

TABL 8.I can see very attractive product and promotional displays
#

Item StronglyAgree Agree Neutral Disagree StronglyDisagree

Respondent 16 50 30 4

% 16% 50% 30% 4%

he above pie chart represent 16%Strongly Agree,50% Agree ,30% neutral ,4% disagree

$ $

otal

100

100

TABL 9.I can get wide variety of different brands.

%

Item StronglyAgree Agree Neutral Disagree StronglyDisagree

Respondent 10 51 30 9

% 10% 51% 30% 9%

he above pie chart represent 10%Strongly Agree,51% Agree ,30% neutral,9% disagree

& &

otal

100

100

TABL 10. I can see the store is always neat and clean
'

Item StronglyAgree Agree Neutral Disagree StronglyDisagree

Respondent 80 20

% 80% 20%

he above pie chart represent 80%Strongly Agree,20% Agree

( (

otal

100

100

TABL 11.I can get valuable benefits from different loyalty programs (offers, loyalty cards etc.) in my
)

shopping.

Item StronglyAgree Agree Neutral Disagree StronglyDisagree

Respondent 18 41 37 4

% 18% 41% 37% 4%

he above pie chart represent 18%Strongly Agree,41% Agree,37% neutral4% disagree

0 0

otal

100

100

TABL 12. I can get very reliable billing and delivery services
1

Item Strongly Agree Agree Neutral Disagree StronglyDisagree

Respondent 32 60 7 1

% 32% 60% 7 1

otal

100

100

he above pie chart represent32%Strongly Agree,60% Agree 7% neutral ,1% disagree

TABL 13.max store situated in convenient place

3

Item

Respondent

Yes

100

100%

No

otal

100

100

he above chart represent 100% agree with store location

TABL 14.About Customers preference when they purchase a product in max

5

Items Price Quality Availability of product Store offer Varity Durability

Respondents 20 40 10 10 10 10

% 20% 40% 10% 10% 10% 10%

he above chart represent customer preference 20% in price , 40% quality ,10%Availability of product 10% Store offer,10%varity,10% durability

6 6

otal

100

100

TABL 14.Suggest your parameter to max product

7

Quality Price Availability Varity Durability

30 60 20 10 10

50 20 50 50 20

20 100 10 20 20 60 10 10 10 10 10 10 100 100 100 100

he above chart represent prefer (quality 30% very satisfied, 50% satisfied,20% neutral (price 60%very satisfied ,20% satisfied ,10%nutral and dissatisfied(availability 20% very satisfied ,50% satisfied,20% neutral and 10%disstisfied &strongly dissatisfied,(variety 10% very satisfied,50% satisfied,20% neutral,10% dissatisfied&very dissatisfied,(durability 10verysatisfied,20%satisfied,60% nutral,10%dissatisfied
@ @ @ @ @ 9

8 8

Item

Very satisfied

Satisfied

Neutral

Dissatisfied

VeryDissatisfied

O AL

FINDINGS
1. In100 % - 50% customers visited monthly and 20% customers visited wee ly 14% visited yearly ,16% visited first time or in other way they visited max
A

2. 60% of the customers are brand conscious and in every purchase 40% are not brand conscious

3. About quality of max product 49% customers is agree ,8% is strongly agree only 34% in neutral

4. 52% customers where satisfied on get good value of their money when purchase a product from max , 11% strongly agree and 29% are in neutral and 6% only disagreed dissatisfied

5. 12% customers is neutral about the variety and size of the product, 60% agree and 20% strongly agree 6% only disagree

6. Regarding staffs attitude , 52% agree and 12% strongly agree 33% only neutral

7. Regarding outlet service 52%customers are satisfied or agree 17% where strongly agree and 28%in neutral and balance 3% disagree

8. 50% of customers satisfied with the promotional displays of th e outlet 16% strongly agree and only 30% are neutral Variety

9. 30% customers where neutral on the Availability on wide variety in different brand , 9% customers are not satisfied ,and 51% where satisfied

10. About the store atmosphere 80% strongly agree and 20% are agree

11. About max outlet loyalty programs 41% are agree and 18% are strongly agree and 37% are neutral and only 4% disagree

12. Regarding billing system in this outlet 60% are satisfied and 32% st rongly only 7% disagree

13. Regarding store location and other convenes all customers satisfied with 100%

14. About customers attributes 40% more prefer quality 20% are price 10% customers prefer( Store offers, Varity ,Durability)

15. About max product

y y y

quality 30% very satisfied 50% satisfied 20% neutral price 60% very satisfied 20%satisfied 10%neutral 10%dissatisfied availability of product 20% very satisfied 50% satisfied 10% in dissatisfied and very dissatisfied

y y

variety 10% very satisfied 50% s atisfied 20% neutral 10% dissatisfied durability 10%very satisfied 20%satisfied 60%neutral 10% dissatisfied

SUGGESTIONS
B

1. 2. 3.

Lac of Newspaper ads and other media ads about max product Addition of new brands and introduce more verity of product Improve store offers and other program customer more prefer quality so Improve product quality and variety of product

4.

Display and promotional activity is very poor it is imp rove

CONCLUSIONS
Max retail outlet is providing different ind of products to customers so they are really satisfied with the max outlet. All the customers have a very good shopping experience in max. The management give more concentration on the Quality and reliable price, of the products which influence the purchase.
C