PROJECT REPORT

A STUDY ON CONSUMER BEHAVIOUR WITH THE REFERENCE TO MAX

FASHION
SUBMITTED BY
SRISHTI SINHA

IMPACT COLLEGE
SEMESTER 5th
SUBMITTED TO
ARYABHATTA KNOWLEDGE UNIVERSITY

PROJECT GUIDE
MR.KEERTHI SARAS SINHA
 DECLARATION
I, Srishti Sinha, hereby declare that the Project report entitled "A
Study on Consumer Behaviour'' with reference to "MAX FASHION
Patna” prepared by me under the guidance of Keerthi Saras Sinha,
Impact College. I have undergone for this project for a period of 1
month. I further declare that this project is based on the original
study undertaken by me and not been submitted for the award or
any degree.

Place: Patna Student Signature

Date:
 CERTIFICATE
DATE-11.02.2023

TO WHOMSOEVER IT MAY CONCERN

This is certify that SRISHTI SINHA from

Impact College, BBA student in the year 2020-2023 has
done project work in the Marketing Department at
Max Fashion Patna, Bihar from 11.01.2023 to
11.02.2023.
He has completed has project work satisfactorily.

Store Manager
ACKNOWLEDGEMENTS
CHAPTER TITLES PAGE NO
1 INTRODUCTION
1.1 RETAIL
1.2 NATURE & BENEFITS OF RETAIL
1.3 OBJECTIVE
1.4 SCOPE
1.5 METHODOLOGY
2 INDUSTRY AND COMPANY PROFILE

2.1 INTRODUCTION
2.2 THE ORGANISATION
2.3 SWOT ANALYSIS
2.4 COMPETITOR ANALYSIS
2.5 PRODUCTS / SERVICES AND
PROCESSES/ FACILITIES
2.6 THE ORGANIZATIONAL STRUCTURE
 CHAPTER 1
INTRODUCTION
 1 INTRODUCTION
The internship is undertaken at MAX FASHION for 1 month at Patna, Bihar. The project
is done on the topic “A Study on Consumer Behavior with reference to MAX FASHION
“during 5th semester of BBA. Consumer behavior defines the behavior in which
consumer’s exhibit in searching, purchase, evaluation and disposing of product &
services. There are several factors which depend on consumer like behaviour age,
gender, region, references, motivation, culture, etc. The internship targets the
consumers in the MAX FASHION to know the of each behaviour consumer while the
process of buying products. The motive of this internship is to develop interpersonal
skills and communication skills to attract the people. The study on consumer behavior
plays very crucial role in department of marketing for any organization. Without
consumer behavior, estimation and forecasting will be very difficult that what
consumer want what type of need they have. This topic reveals the secret of answers
of questions like why, when, how, where and which related to products. Consumer
behavior helps to know variety of taste and preference of the consumer.

1.1 INDUSTRY PROFILE

Retailing is the distribution process in which products are provided to the consumer
for consumption. It consists sales of merchandise or goods from a location which is
fixed, like as a department store. Retailing also includes the service called
subordinated service, such as delivery of products to the customers. In retailing the
retailers are buys the products or the goods from the manufactures or the importers
in a bulk, either through directly or through the wholesalers, and then the retailers
sells the products in a smaller quantities to the end users for consumption. Retailers
are the last step of the supply chain for delivering the products. The retail sector is
categories in two categories which are called organize category of retailing or the
other one is unorganized category of retailing. In India, majority of retail stores are
unorganized. Currently, organized retail sector is increasing day by day which is good
for the nation like India. The retail sector motive is to change the lifestyle of the Indian
customer.

1.2 BENEFITS OF RETAIL INDUSTRY:

➢ Improves efficiency in Retail stores:
➢ Enhances customer satisfaction.
➢ Production is more.
➢ Cost saving
➢ Strong customer database.
➢ Reduce paperwork.
➢ Profit generation.

Retailing and retailers are most important elements in marketing. Various products
are sold under retails. In retailing, India reached US $ 53 billion by 2018 in whole world
.Retailers reported $3.53 trillion sales in last year and expected 12% in 2018 . India has
the highest rising retail markets in world having 1.2 billion people. Indian retail groups
are Pantaloon, Shoppers Stop, Spencer’s, reliance, Bharti, Birla, Tata Trent, Lifestyle
retail, Future group, Nyssa Retail etc. India expected revenues of US $ 700 billion by
2020. India ranked first in the global retail development index 2017. Retailing
contributes 10% to the GDP and around 8% to the employment for the country India.
India ranked 5th in the field of retail space.

The retail marketing mix or the 6 Ps of retailing

 PRODUCT
CATEGORIES
ASSORTMENT
BRAMDS
SERVICE LEVEL

PLACE PRESENTATION
LOCATION MERCHANDISING
OPERATING HOURS UNIFORMS
SPACE FLEER

CUSTOMER

PROMOTION PRICE
PR MARGINS
PERS SELLING MARK- DOWN
ADVERTISING POLICY

PERSONNEL
SELLING
SERVICE SUPPORT
INTERNAL
MARKETING

1.3 OBJECTIVE OF RETAIL INDUSTRY

The overall objective of retail marketing is creating and developing services and
products that meet the specific needs of customers and offering these products at
competitive, reasonable prices that will still yield profits. Businesses must realize that,
in retail, the customer lies at the center of any organization's marketing efforts,
determining the overall success of the product or service.
➢ UNDERSTAND YOUR CUSTOMER
It is imperative that you understand your target customer. If you primarily sell children’s
clothing, you should be targeting females in their 20s and 30s. Your business should take the
time to know these women: what reaches them, what makes them tick, what they truly need
out of your product.
➢ MAKE CONNECTIONS
A primary goal of retail marketing is understanding the connections between the customer’s
lifestyle and spending characteristics and why he chooses one product over another.
➢ IMPROVE DIRECT MARKETING
Businesses must test to ensure that they are sending the appropriate message to the
appropriate households. They also must send this message at the appropriate time using the
appropriate media.
➢ INCREASE CUSTOMER LOYALTY
To increase customer loyalty, businesses must develop relationships with customers,
continually selling the value of the product in their situation. Never over or under sell; instead,
operate with integrity.
➢ MAKE THE PRODUCT KNOWN
If you know your target customers, understand their needs and have developed the perfect
product, you have to get the word out. Using your knowledge of your customers, you must
communicate using the right channel.
➢ DEFINE YOUR TARGET MARKET
Market segmentation is the process of defining distinct customer groups based on specific
characteristics, such as psychology, demographics, education and geographic location.
➢ UNDERSTAND YOUR CUSTOMER
Get to know what makes your target customer group tick, and, more important, what makes
it buy. Analyze your target customers' psychographic characteristics to identify buying habits
and their underlying motivations for making purchases.

CHALLENGES FACED BY INDIAN RETAIL INDUSTRY

➢ Find trained person who have knowledge of how to handle retail sectors.
➢ Competition among organized retailers and unorganized retailers is very high.
➢ Government rules and restriction are also creating a burden to the retail sectors.
➢ Tax system of government.
➢ Lack of new technology which adds more value to their retail business.
➢ Approval of foreign investment is not easy

1.4 SCOPE OF RETAIL INDUSTRY

Retailing has a very wide scope. It is one of the fastest growing industries in India and is
providing employment opportunities to many people. Retailing provides employment in two
ways. Firstly, it provides entrepreneurship opportunities to the people and secondly, it
provides employment to so many people who cannot own the retail stores.
➢ Purchase Department: The purchase department is responsible for making all the
purchases for the business. It includes the selection of the merchandise to be sold to
the customers, their price range, the selection of the vendor from whom the
purchases are to be made, etc.
➢ Finance Department: The finance is the life blood of any organization. The finance
department performs the functions such as making and compiling the financial
 records, allocation of finance to various departments, management of finance,
arrangement of finance, controlling the cash flow, managing the banking as well as
investments, deciding the credit allocation, etc.
➢ Stores: The stores department is responsible for storing the goods. The store’s
manager should ensure that at every time the inventory is maintained at proper
levels so that there is no shortage of goods. At the same time the department should
ensure that too much inventory may cause problems of storage, obsolescence, wear
and tear, etc.
➢ Human Resource: The human resource department is responsible for the
recruitment, selection, training, induction etc. of the employees. Human resource is
a human centric industry. The people required in this department must be able
enough to understand the requirements of the people in the organization and must
be able to stop the efficient employees from leaving the organization.
➢ Supply Chain Management: Supply Chain Management means managing the supply
of materials, services and information along the supply chain. Managing the
resources efficiently and effectively increases profitability of the business. Supply
chain is managed by using information systems.

1.5 METHODOLOGY
When discussing the impact of technology on shopping and retail, e-commerce is often the
first thing that comes to mind for retailers. However, technologies such as big data, artificial
intelligence, computer vision and the Internet of Things have used data to transform every
part of the shopping experience, from browsing to checkout.
It is important for organizations to embrace digital disruption in order to gain a competitive
advantage. When an industry experiences digital disruption, it typically signals that consumer
needs are shifting. Retailers enhance their analytics process and make better informed
decisions thanks to big data, artificial intelligence, computer vision, and the Internet of Things.
The use of data by retailers is mostly evident in the following aspects, based on the above-
mentioned new technologies

➢ Enhance marketing by Personalizing customer experience

➢ Optimize supply chain management
➢ Adjust prices to maximize profits
 CHAPTER 2
INDUSTRY AND COMPANY
PROFILE
DETAILS OF THE ORGANISATION
2.1 INTRODUCTION
Max is a fashion brand offering customers a one
stop shop for clothing, accessories and footwear
needs for the entire family. Max, a part of $5 billion
Dubai based Landmark Group, has pioneered the
concept of ‗value fashion in India. In 2014 it was India's fastest growing fashion brand and
in terms of size, it contributed one fourth of the Landmark Group's revenue as of 2014. Max
Fashion currently operates around 145 stores in the country and it plans to open 50 more
stores in 2016-17

HISTORY
Max was launched in early 2004 in the Middle East. Over the past 11 years the brand has
grown to become the largest value fashion brand in the region. It currently has more than 300
stores across the across 16 countries viz. India, UAE, Saudi Arabia, Kuwait, Jordan, Bahrain,
Qatar, Oman, Turkey, Lebanon, Egypt, Yemen, Sudan, Nigeria, Libya and Tanzania. Max
inaugurated its first store in India in 2006.The business model includes a very strong in-house
private label working with an in-house team of designers. It plans to open 30 new outlets in
India annually.

2.2 THE ORGANIZATION

Founded in 1973 with a single store in Bahrain, the
Landmark Group has successfully grown into one of the
largest and most successful retail organisations 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 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. It offers apparel, footwear &
accessories that are of the latest fashion trends at a great price, making it affordable to
many. Max has its own label merchandise of in house designs and planned colour palettes
for the season. Every season Max introduces a fresh collection of international designs
specially customized to the Indian market. The brand adapts to the changing needs of the
shopper every season and accordingly introduces new designs, silhouettes & fabrics. In
India, 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 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 the aspirations of the stylish youth of the city and Max Little Icon which
captures the interest of family oriented markets. ‗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. Max
has its footprints in Mumbai, Delhi/NCR, Bangalore, Chennai, Kolkata, Hyderabad, Pune,
Bhopal, Indore, Kochi, Lucknow, Bhubaneswar, Jaipur, Jabalpur, Nagpur, Raipur, Surat,
Vadodara, Gangtok, Ranchi, Siliguri, Agra, Allahabad, Amritsar, Bareilly, Chandigarh,
Dehradun, Varanasi, Calicut, Coimbatore, Hubli, Kannur, Madurai, Mangalore, Mysore,
Pondicherry, Thrissur, Trichy, Trivandrum, Vizag, Jammu, Vijayawada, Kanpur & Udaipur. The
brand plans to have a network of 120 stores by the end of the financial year.
Landmark Group is an UAE multinational conglomerate based in Dubai, UAE headed
by Micky Jagtiani, who is the founder and chairman of the company. The group is involved in
retailing of apparel, footwear, consumer electronics, cosmetics & beauty products, home
improvement and baby products. The group also has interests in hospitality & leisure,
healthcare and mall management.

Overview –
Over 44 years of retail experience.
Over 55,000 employees.
Presence across the Middle East, Africa and the Indian subcontinent.
Over 2,200 outlets and 30 million sq. ft. retail space.
27 own brands and 30 franchised

Landmark Retail Portfolio

Landmark Retail operates several home-grown and franchise brands, across diverse
categories.
Categories: Fashion, Footwear, Home décor, Lifestyle, Electronics, Sporting Goods, Beauty.
Centrepoint a destination bringing together the Group’s four core retail brands), Babyshop
(one-stop destination for kids between 0-16 years), Splash (multi-brand fashion retailer),
Lifestyle (home décor, fashion accessories, beauty products, gifts and much more) Shoe Mart
(multi-brand footwear and accessories store)
OUR VISION
TO BE AMONG THE TOP THREE RETAIL PLAYERS IN THREE OF THE FASTEST GROWING RETAIL
MARKETS IN THE WORLD (MIDDLE EAST, INDIA AND CHINA).

OUR MISSION
➢ CAREFULLY LISTEN
➢ CONSTANTLY ADAPT
➢ ALWAYS DELIVER

OUR CORE VALUES

➢ PASSION FOR EXCELLENCE
➢ INTEGRITY IN EVERYTHING WE DO
➢ EMPOWERING PEOPLE TO STRIVE AND DELIVER
➢ ADAPTING TO CHANGE MARKET AND
CUSTOMER NEEDS

MAX INDIA PROPOSITION:

➢ Wide range of mid segments- Apparel,
Accessories and footwear.
➢ Quality Retail, Ambience and Service.
➢ Core and contemporary merchandise
at value pricing.

Awards and Achievements of Landmark Group:

➢ “Values retailer of the year 2015”, Max retail division – Lifestyle International pvt. Ltd.
➢ “The best retail company to work for – 2014, Lifestyle International Pvt. Ltd.
➢ Max Fashion was one of the finalists at the 10th Images Retail awards, 2013.
➢ Lifestyle won “The most admired retail Award” Department store’ Image retail award
2008.
➢ Landmark Group Won “Retail of Year” Honor at Retail City Award’2008.
2.3 SWOT ANALYSIS OF MAX
STRENGTHS
➢ Large value fashion retailer in India.
➢ Offer wide range of product all in one store.
➢ Very strong presence in South.
➢ Development and Innovation with regards to product, consume preferences and
lifestyle changes.
WEAKNESS
➢ Less attractive stores.
➢ Low promotions compared to competitors.
➢ Low recall from consumers.
➢ Weak awareness among masses about Max.
OPPORTUNITIES
➢ Growing expected in organized retail sector.
➢ Growing middle income group in the country having high disposable income.
➢ Opportunity to set up the new retail outlets.
➢ Huge undiscovered business sector.
THREATS
➢ Financial slowdown.
➢ A moderate economy or budgetary log jam could majorly affect max retail India.
➢ Consumer way of life changes.

2.4 COMPETITER ANALYSIS:

SHOPPERS STOP- Shoppers Stop is an Indian retailing company promoted by the K Raheja
Corp Group, started in the year 1991 with its first store in Andheri, Mumbai. Shoppers Stop
Ltd has been awarded "the Hall of Fame" and won "the Emerging Market Retailer of the Year
Award", by World Retail Congress at Barcelona, on April 10, 2008. Shoppers Stop is listed on
the BSE. As of 2013, Shoppers Stop has 73 stores in India.

TRENT GROUP-WESTSIDE -Trent is a retail operations company

established in 1998 that owns and manages a number of retail
chains in India. The company runs lifestyle chain Westside, one of
India‘s largest and fastest growing chains of lifestyle retail stores;
Star Bazaar, a hypermarket chain; Landmark, a books and music
chain; and Fashion Yatra, a complete family fashion store.
GLOBUS-Launched in January 1998, Globus is a part of the Rajan Raheja
group. The company opened its first store in 1999 at Indore followed
by the launch of its second store in Chennai (T-Nagar). Soon to follow
was another in Chennai located in Adyar. The flagship store in Mumbai
was opened on 1st November 2001 followed by a swanky new outlet in
New Delhi in South Extension Part-2.

PANTALOONS FASHION RETAIL- Pantaloons Fashion & Retail

Limited is an Indian premium clothing retail chain. The first
Pantaloons store was launched in Gariahat, Kolkata in 1997. As of
November 2013, there are 76 Pantaloons stores in 44 cities.
Pantaloons was previously controlled by the Future Group, but
has now been taken over by Aditya Birla Nuvo Limited (ABNL).
According to the Brand Trust Report 2014, a study conducted by Trust Research Advisory,
Pantaloons featured among 100 most trusted brands in India.

2.5 PRODUCTS / SERVICES AND PROCESSES/ FACILITIES

Max Retail operation area is Retail in garment product like Western wear collection, Ethnic
collection, Kids Wear collection, Means Wear collection, Foot Wear collection, Accessory and
Concessionaires items are available in max retail store. In Max Retail 4th block Jay Nagar total
products are arrange according to the customer need and according to the Marketing
Department product promotion and strategy.
➢ WESTERN WEAR DEPERTMENT
➢ ETHINIC DEPARTMENT
➢ KIDES WEAR DEPARTMENT
➢ MEANS WEAR DEPARTMENT
➢ FOOT WEAR DEPARTMENT
➢ ACCESSORIES
➢ CONCESSIONAIRIES
According to these department products are arrange in sub department. And these categories
are also helpful for the customer selection of the product.

SUB DEPARTMENTS OF MAX RETAIL

Menswear Section:
➢ Casuals and Non denims
➢ Semiformal
➢ Formals
➢ Denim wear
➢ Sportswear
 ➢ Innerwear
Women’s wear Section:
➢ Western wear
➢ Ethnic wear
➢ Nightwear and innerwear
Kids wear Section:
➢ Infants
➢ 2-8 years
➢ 8-14 years
Footwear Section:
➢ Menswear
➢ Womenswear
➢ Kids wear
➢ Hosiery items include socks and kids booties.
Accessories Section:
➢ Ladies Bags
➢ Necklace &Earrings
➢ Bands
➢ Handkerchief

BRANDS AVAILABLE AT MAX RETAIL

Majority of the apparels of both men and women are tagged under their home brand i.e. MAX
while in women’s section they have a brand named TAVISHA to provide customers with a
wide variety of designer and affordable ethnic wear.

• LIFESTYLE BRANDS OF LANDMARK GROUP:

BOSSINI MENS
BOSSINI
WOMENS
KAPPA

• CONCESSIONARES-THIRD PARTY BRANDS IN THE STORE:

JOHN PLAYER
PETER ENGLAND
JOCKEY
SWEETY BELLE
2.6 THE ORGANIZATIONAL STRUCTURE

MR MICKT JAGNANI - FOUNDER OF

LANDMARK GROUP

MRS. RENUKA JAGNANI CEO & CO-

FOUNDER OF LANDMARKGROUP

MR. H.R RAMANATHAN -

DIRECTOT OF LANDMARK GROUP

MR. SHITAL METHA- EXECUTIVE

DIRECTOR MAX RETAIL
 CHAPTER 3
CONCEPTUAL BACKGROUND
& LITERATURE
 REVIEW

3.1 THEORETICAL BACKGROUND OF THE STUDY

Consumer behavior is the study of behavior of consumers that how they select, buy, use,
and dispose the products according to their needs and wants. It refers to all the actions
which is shown by the consumers during buying the products to disposing the products.
Nature of consumer behavior:
1. Influenced by various factors:
➢ Consumer behavior is affected by marketing factor like design of the product,
pricing range, advertisement strategy, packaging ideas, positioning and distribution.
➢ Consumer behavior is influenced by factor like age, gender, income level etc. 
Consumer behavior is also changes due to psychological factors such as buying
motives, perception about the product, motivation etc .
➢ The behaviour of the consumers also depends on situational factors like physical
surroundings at the time of product chosen.
➢ The behavior of the consumers also depends on social factors like status, friends,
peers etc.1
 ➢ Cultural factors also affect the social factors, groups and castes etc.
2. Undergoes a constant change:
➢ It means as people grow, their tastes and preferences also changes .It will not be
static .Example: kids like colorful toys and things but when the same kid becomes
adult or teenager, his tastes will change.
3. Varies from customer to customer:
➢ All consumers thinking differ by each other. For example: some consumer will spend
money on shopping beyond their limits even they have to borrow from friends also.
But at the same time some consumers will not go for shopping even if they have
surplus money.
4. Varies from region, area or countries:
➢ Consumers also depend on region to region, area to area and country to country.
For example: rural areas people will spend less and they will be conservative. But
urban area people will spend more money in luxury items and even if they don’t
have enough money, they will take help of loans from banks.
5. Database of the consumers is important for the marketers:
➢ Marketers should have a good knowledge on consumer’s status and thinking .so that
they can estimate the demands.
Benefits of Consumers Behavior:
➢ Saves the company from disaster: Helps to formulating new marketing strategy: It
helps the company to formulate right type of strategies which satisfy their
customers so it is very important for the companies to have ideas of their
consumer’s behavior so they can easily make changes according to their demands
and needs.
➢ Helps in segmentation of the market: It helps the company to segment the market
according to the consumers taste and preference or according to income level. Every
consumer have different perception about buying the products so segmentation of
the market plays important role for the companies.
➢ Helps in new products development for the company: The study of consumer
behavior is very important before launching any type of products. So it always helps
the companies in choosing right kind of product for launching into the market.
➢ Helps in reconstructing the products design and packaging: It helps the companies
to reconstruct the products design or packaging according to consumers taste &
preference.

3.2 LITERATURE REVIEW

Author/Researcher Title of the Objectives & Gaps/Identified
Article/Study Outcomes
Martin Evans Consumer behaviour To know about the This article is only
towards fashion. fashion towards focused in
customers and what innovation and self-
new customers want concept theory
in fashion.
C Min Han Testing role of To know the country Thetest results are
country image in image with the help mixed supporting
consumer choice of consumer only second and
behaviour. behaviour. third hypothesis.
Only theoretical part
is accessed
Walter Zinn, Peter C Consumer response To measure stock This research lags in
Liu to retail stock outs. out and to know logistic management
reaction towards
stock out.
Jagdish N. shith Atul Relationship To develop More focused on
Parvatlyar marketing in relationship CRM this reduces
consumer markets marketing with consumer available
customers and choice
motivation in
relationship
marketing
John H Kunkel Behavioral To build alternative Main problem is to
Leonard Berry conception of retail approach to image define retail image
image concept in which in the minds of the
usual assumptions. customers
Elaine Sherman, Store environment To identify and This research is only
Anil Mathur & consumer explore the focused time spent
purchase behaviour consumer emotions and items
towards the store purchased.
environment.
Jason M carpenter Consumer shopping To inspect whether Consumers expect
value for retail customers value the both hedonic and
brands store experience utilitarian value
provided by retailers when shopping in
store.
Richard Michon Shopping experience To identify how The mall
Hong Yu, Donna of female fashion shopping mall environment
Smith leaders environment effect directly influence
on experiences and fashion leaders.
approach behaviour
of fashion leaders
and followers.
Ann Priest Uniformity & To distinguish This paper only
differentiation in consumers highlights some
fashion according to fashion major forces which
and identify long drive the cosumers.
term opportunity.
Ronald E Goldsmith, Social values and To identify This research is only
Jeanne R Heitmeyer fashion leadership relationship focuses on
Jon B Freide between fashion demographic
leadership and characteristics
values.
Lisa Meneely ,Amy Age associated To examine changes Difficulty of research
Burns, Chris changes in older in consumers food is to access food
Strugnel consumers retail retail behavior retail shops or sites
behaviour respect to
demographic factors
like age.
John C Mowen Beyond consumer To identify Managerial
decision making perspectives beyond implications of all
the consumer the three
decision making perspectives on
consumer buying
behavior are
discussed
Jonathan Reynolds Charting To define the E –commerce
multichannel future challenges of multi- increases and
channel retailing become a source of
revenue. 0whereas
older events
reduced
significantly.
Hyun Joo Lee, The influence of To explore the Paper states
Hyeon Jeong Cho, consumer traits and relationship demographic factor
WenwenXu, Ann demographics or between only influence
Fairhurst intention to use demographic factors intension to use
retail self service retail.
checkout
Homer E Spence, Perceived risk in To differentiate This article focuses
James F Engel, mail order and retail between perception on risk and
Roger D. Blackwell store buying from buying by mail perception.
or buying from store

Sally McKechnie Consumer buying To examine existing It focuses on the

behaviour in models of buying relationship and
financial services behavior and interactions in the
evaluates. buying process.
 CHAPTER 4
RESEARCH DESIGN
4.1 STATEMENT OF THE PROBLEM:
A study on Consumer Behavior with reference to Max Fashion. It is very important to know
the consumer behaviour towards the products & services for the companies. It helps the
companies for selecting the right marketing strategy which helps them to modify , rectify
and develop the existing products.

4.2 NEED FOR THE STUDY:

➢ To determine the satisfaction level of consumers towards Max Fashion.
➢ To know the taste and preference of consumers while buying the products.
➢ To attract customers and retain customers.

4.3 OBJECTIVES:
The researcher has observed and evaluated consumer opinion and the growing demand of
their need. The basic objectives of the systematic research are given below:
 ➢ To find the factors influencing consumer behavior.
➢ To study the satisfaction level of consumers at Max Fashion.
➢ To find out how customers spent their time, money and thinking while purchasing a
product.
➢ To identify the expectation level of the consumers for future demand

4.4 SCOPE OF THE STUDY:

➢ The main scope of study is to analyze buying behavior of the consumers.
➢ This research covered the urban areas of Patna City.
➢ The number of respondents chosen was less due to time constraints.
➢ To take major steps against the competitors of Max Fashion.

4.5 RESEARCH METHODOLOGY:

➢ Types of research: Descriptive Research design is used in this research. This research
method is chosen because it is a fact finding methodology. It helps to gather data by
the use of questionnaire and personnel interviews.
➢ Collection of data:
a. Primary Data: Data collection is done through observation & Questionnaire.
b. Secondary Data: Data collection is done through books, internet, projects etc

4.6 RESEARCH HYPOTHESIS

A research hypothesis is an assumption that demonstrates the interpreted relationships
among various possible factors. The hypothesized correlation coefficients are based on
existing writings. Many such inferential statistics or methodologies can be used to confirm
all such relationships. Based on the success of regression techniques, these hypothesis may
or may not be embraced.
The following hypothesis was developed for testing in accordance with the study’s
objectives:
H1 Product related dimension is positively correlated with pre purchase evaluation
H2 Regulatory dimension is positively correlated to the pre purchase evaluation
H3 Lifestyle is positively correlated to the pre purchase evaluation
H4 Consumer’s attitude towards instant food products is directly and positively correlated
to the pre purchase evaluation
H5 Pre purchase evaluation is directly and positively correlated to actual purchase behavior.
➢ Time frame: 1 Month
➢ Instrument : Questionnaire
➢ Sample design: Convenience Sampling will be used in study.
➢ Sample Size: The size of sample used in this study is 100.
➢ Sample unit: Sample unit are customers
4.7 LIMITATIONS
Followings are the limitations created by external and internal factors:
➢ The time period i.e 1 month was too short for the study.
➢ Reaching to the respondents was very difficult.
➢ Consumer behavior varies from consumer to consumer.
➢ 100 respondents are not enough for the study.
➢ Respondents did not like to respond they tried to escape.

CHAPTER 5
 DATA ANALYSIS &
INTERPRETATION

Q1. Table showing age of the respondents.

SOURCE RESPONDENT PERCENTAGE

UNDER 20 28 28

20-30 47 47

30 40 20 20
 40 ABOVE 5 5

SUM 100 100

Analysis:
From the given data it is specified that, 47% are 20-30, 28% are under 20, and 20% are 30-
40, 5% respondents are between the age 40 above
Chart no. 1 showing age of the respondents

50

45

40

35

30

25
47
20

15
28
10 20
5
5
0
UNDER 20 20-30 30-40 40 ABOVE

Interpretation:
According to this survey, maximum respondents comes between 20-30 age and least respondents
comes under 40 above.

Q2. Table showing monthly income of respondents or their family

members.

SOURCE RESPONDENT PERCENTAGE

10000-20000 9 9
20000-30000 69 69
30000-40000 9 9
 40000- ABOVE 13 13
SUM 100 100

Analysis:
From the above data it shows that 69% income level is 20000-30000, 13% income level is
40000 above, 9% respondent’s monthly income is 10000-20000, 9% income level is 30000-
40000.
Chart no.2 showing monthly income of respondents or their family members.

MONTHLY INCOME

13% 9%

9% 10000-20000
20000-30000
30000-40000
40000-ABOVE
69%

Interpretation:
Most of the respondents comes under the monthly income of 20000-30000 and least is
between 10000-20000.

Q3. Table showing how many times you visits Max Fashion in one
month

SOURCE RESPONDENT PERCENTAGE

ONCE IN MONTH 4 4
TWICE IN MONTH 8 8
WEEKLY 11 11
WEEKLY TWICE 77 77
SUM 1OO 100
Analysis :
From the given data it shows that 77% are visits weekly twice , 11% weekly,8% twice in a
month and 4% respondents visit once in a month,
Chart no.3 showing number of times you visit Max Fashion in a month.

Visits
90

80
77
70

60
once in month
50
twice in month
40 weekly
30 weekly twice

20

10 11
8
4
0
ONCE IN MONTH TWICE IN MONTH WEEKLY WEEKLY TWICE

Interpretation:
Most people like to visit Big Bazaar weekly twice in a month and then weekly. Less people
like to visit once in a month.

Q4. Table showing you like ambience and parking of Max Fashion.
SOURCE RESPONDENT PERCENTAGE
YES 98 98
NO 2 2
SUM 100 100

Analysis:
The above data shows that 98% respondents like the ambience of Max Fashion and 2%
don’t like.
Chart no. 4 showing you like ambience and parking of Max Fashion.

AMBIENCE
98
100
90
80
70
60
50
40
30
20
10
2
0
YES
NO

Interpretation:
Almost all respondents like the ambience of Max Fashion.

Q5. Table showing behaviour of staffs in Max Fashion.

SOURCE RESPNDENT PERCENTAGE
EXCELLENT 0 0
GOOD 85 85
AVERAGE 15 15
FAIR 0 0
POOR 0 0
SUM 100 100

Analysis:
 The given data indicates that 85% respondents think that the behavior of the staffs in Max
Fashion is good and 15% respondents think that the behavior of the staffs are average.
Chart no.5 showing behaviour of staffs in Max Fashion.

BEHAVIOR OF STAFF

15% EXCLLENT
GOOD
AVERAGE
FAIR
POOR

85%

Interpretation:
Almost all respondents like the behaviour of staffs at Max Fashion. Some of them don’t like.

Q6. Table showing appreciation of EDLP strategy of MAX FASHION.

SOURCE REPONDENT PERCENTAGE
STRONG APPRECIATION 12 12
APPRECIATION 79 79
NEUTRAL 0 0
NOT APPRECIATION 9 9
SUM 100 100

Analysis
From the above data it shows that 79% think that strategy is appreciable , 12% respondents
think that the pricing strategy of Max Fashion is strongly appreciable and 9% respondents
thinks that price is not appreciable .
Chart no.6 showing appreciation of EDLP strategy of Max Fashion.

EDLP STRATEGY
90

80

70

60

50

40 79
30

20

10
12 9
0
STRONG APPRECIATION APPRECIATION NEUTRAL NOT APPRECIATION

Interpretation:
Maximum respondents feel that pricing strategy of the Max Fashion is appreciable and
minimum is not appreciable.

Q7. Table showing behaviour when you see ads of Max Fashion.
SOURCE RESPONDENT PERCENTAGE
RESPOND TO BUY QUICKLY 10 10
RESPOND TO IT SLOWLY 15 15
RESPOND TO IT VERY SLOWLY 70 70
WILL NOT RESPOND 5 5
SUM 100 100

Analysis:
 The given data shows that 70% respondents react very slowly towards ads of Max Fashion and 15%
respondents react little slowly towards ads of Max Fashion, 10% respondents react very quickly
towards ads of Max Fashion and respondents will not react.

Chart no.7 showing behaviour when you see ads of Max Fashion.

BEHAVIOUR TOWARD ADS

5% 10%

15% RESPOND TO BUY QUICKLIY

RESPOND TO IT SLOWLY
RESPOND TO IT VERY SLOWLY
WILL NOT RESPOND
70%

Interpretation:
Maximum reacts slowly and minimum will not react towards the ads of Max Fashion.

Q8. Table showing reaction towards offers and discounts of Max

Fashion.
SOURCE RESPONDENT PERCENTAGE
EXPRESS MY SATISFACTION 40 40
EXPRESS MY SATISFACTION 5 5
BUT FEEL REDUCED
QUALITY
WILL NOT BE HAPPY SINCE I 50 50
FEEL IT IS A GIMMICKS
NO RECTION AT ALL 5 5
 SUM 100 100

Analysis:
This survey shows that 50% respondents don’t like the offers and discounts of Max Fashion
and feels like gimmicks ,40% express satisfaction and 5% gives no reaction.
Chart no.8 showing reaction towards offers and discounts of Max Fashion.

OFFERS & DISCOUNTS

50
50
45 40
40
35
30
25
20
15
10 5
5 REAPONDENT
5
0
EXPRESS MY
SATISFACTION EXPRESS MY WILL NOT BE
SATISFACTION NO RECTION
BUT FEEL HAPPY SINCE I
FEEL IT IS A AT ALL
REDUCED
QUALITY GIMMICKS

Interpretation:
According to survey, some respondents like the discounts and offers provided by Max
Fashion and some feels like it is gimmicks.

Q9. Table showing that the most purchase item is purchased by

consumer.
SOURCE RESPONDENT PERCENTAGE
GROCERIES 72 72
FASHION 18 18
ELECTRONICS 10 10
FOOD ITEM 0 0
SUM 100 100

Analysis:
The data shows that 72% respondents purchase groceries items, 18% like to purchase fashionable
products, 10% like to purchase electronics item.

Chart no.9 showing that the most purchase item is purchased by consumer.

MOST PURCHASE ITEMS

10 0

18

72

Interpretation:
Most of the consumers like to purchase groceries items compared to fashion, electronics
and other things.

Q10. Table showing consumer like to visit Max Fashion along with.
SOURCE RESPONDENT PERCENTAGE
FAMILY 15 15
FRIENDS 72 72
SPOUSE 13 13
OTHERS 0 0
SUM 100 100

Analysis:
 From the above data indicates that 72% are like to visit with their friends 15% respondents
are like to visit Max Fashion with their family members, and 13% are like to visit with their
spouse.
Chart no.10 showing consumer like to visit Max Fashion along with.

CONSUMER LIKE TO VISIT MAX FASHION

80

70
72
60

50

40

30

20

10 15
13
0
0
family friends spouse other

Interpretation:
Maximum respondents like to visit Max Fashion with their friends, then family and spouse.

Q11. Table showing reason for choosing Max Fashion.

SOURCE RESPONDENT PERCENTAGE
OFFERS 83 83
SATISFACTION OF PRODUCT 4 4
CUSTOMER SERVICE 4 4
REASONABLE PRICES 9 9
SUM 100 100

Analysis:
The given data indicates that the 83% respondents like to shop because of offers,9%
respondents like to shop due to good customer service, 8% due to reasonable price and 4%
respondents shop due to satisfaction of products.
Chart no.11 showing reason for choosing Max Fashion.

Sales

9%
4%
4% OFFER
SATISFACTION OF PRODUCT
CUSTOMER SERVICE
REASONABLE PRICES

83%

Interpretation:
Survey shows that many respondents visit Max Fashion due to offers than customer service and
satisfaction of products.

Q12. Table showing consumers satisfy with duration of billing

duration at time of payment.
SOURCE RESPONDENT PERCENTAGE
YES 94 94
NO 6 6
SUM 100 100

Analysis
The above data shows that 94% respondents satisfy with the duration of billing process
during payment time and 6% respondents does not satisfy with the duration during
payment.
Chart no.12 showing consumers satisfy with duration of billing process at time of payment.

BILLING DURATION
94
100
90
80
70
60
50 YES
40
NO
30
20
10 6
0

YES
NO

Interpretation:
Most of the respondent satisfy with the billing process and time.

Qno.13 Table showing signage boards help the consumers.

SOURCE RESPONDENT PERCENTAGE
YES 97 97
NO 3 3
SUM 100 100

Analysis:
 The given data shows 97% respondents thinks that signage helps them inside the Max
Fashion and 3% are not favour of this.
Chart no.13 showing signage boards helps the consumers.

SIGNAGE

97

Interpretation:
Maximum people support that signage help them at the store while purchasing any
products.

Qno.14 Table showing that a consumer refers his friends of

relatives to visit Max Fashion.
SOURCE RESPONDENT PERCENTAGE
YES 94 94
NO 6 6
SUM 100 100

Analysis:
From the above data 94% respondents feels that they will refers his friends and relatives to
visit Max Fashion and 6% respondents accept that they will not refer their friends or
relatives.
Chart no.14 showing that consumers refer his friends of relatives to visit Max Fashion.

REFERS
100

90

80

70

60

50
94
40

30

20

10
6
0
YES NO

Interpretation:
Maximum consumers like to refer Max Fashion for their friends and relatives.

Qno.15 Table showing that the consumers ever faced the

unavailability of products.
SOURCE RESPONDENT PERCENTAGE
YES 8 8
NO 92 92
SUM 100 100
Analysis:
From the above data it shows that 92% respondents accept that they have not facing.
Unavailability of products, 8% respondents are facing the problem of unavailability of
product.
Chart no.15 showing that the consumers ever faced the unavailability of products.

UNAVAILABILITY

8%

YES
NO

92%

Interpretation:
From the given data it clearly shows that the maximum consumers not face this
unavailability of products situation.

Qno.16 Table showing that Max Fashion provides free space to

move around.
SOURCE RESPONDENT PERCENTAGE
YES 80 80
NO 20 20
SUM 100 100

Analysis:
From the above data it shows that 80% respondents thinks that Max Fashion provides
enough space for them to move around and shopping and 20% thinks that they does not
provide enough space.
Chart no.16 showing that Max Fashion provides free space to move around.

PROVIDES SPACE
80
80
70
60
50
40
30
20 20
10
0

YES
NO

Interpretation:
Maximum consumer are happy with the space provided by Max Fashion for shopping inside
the store.

Qno.17 Table showing the overall experience of the consumers in

Max Fashion is good.
SOURCE RESPONDENT PERCENTAGE
STRONGLY AGREE 81 81
AGREE 10 10
NEUTRAL 0 0
DISAGREE 9 9
STRONGLY DISAGREE 0 0
SUM 100 100
Analysis:
Over data shows 81% respondents are strongly agreed that overall experience in Max
Fashion is good, 10% respondents are only agree and, 9% respondents are disagree of the
statement.
Chart no.17 showing the overall experience of the consumers in Max Fashion is good.

Sales

9%

10%
STRONGLY AGREE
AGREE
NEUTRAL
DISAGREE
STRONGLY DISAGREE

81%

Interpretation:
Maximum consumers are happy with the overall experience from the Max Fashion.

Qno.18 Table showing that the Max Fashion provide all kinds of
payment modes.
SOURCE RESPONDENT PERCENTAGE
STRONGLY AGREE 75 75
AGREE 0 0
NEUTRAL 0 0
DISAGREE 25 25
STRONGLY AGREE 0 0
SUM 100 100
Analysis:
According to data, shows that 75% respondents strongly agreed& 25% disagreed.
Chart no.18 showing that the Max Fashion provide all kinds of payment modes.

PAYMENT MODES
80

70

60

50

40
75
RESPONDENT
30

20

10
25

0
STRONGLY AGREE NEUTRAL DISAGREE STROLGLY AGREE
AGREE

Interpretation:
From the survey it is found that most of the customer are strongly agree and satisfied with
the payment method provided by Max Fashion.

Qno.19 Table showing products available for all level of income

people.
SOURCE RESPONDENT PERCENTAGE
STRONGLY AGREE 0 0
AGREE 90 90
NEUTRAL 0 0
DISAGREE 0 0
STRONGLY DISAGREE 10 10
SUM 100 100

Analysis:
Chart shows 90% respondents are agreed that Max Fashion provides products for all income level
people and 10% respondents disagree for this statement.

Chart no.19 showing products available for all level of income people.

PROVIDE PRODUCTS FOR ALL LEVEL

10

90

Interpretation:
As per survey it is found that big bazaar provides products and services to all level of income
group.

Qno.20 Table showing satisfaction level of consumers.

SOURCE RESPONDENT PERCENTAGE
STRONGLY AGREE 12 12
AGREE 79 73
NEUTRAL 0 10
DISAGREE 9 9
STRONGLY DISAGREE 0 6
SUM 100 100

Analysis:

Data shows 79% respondents agreed Max Fashion satisfy their consumers, 9% respondents agree
for this statement.
Chart no.20 showing satisfaction level of consumers.

SATISFACTION

9% 12%

STRONGLY AGREE
AGREE
NEUTRAL
DISAGREE
STRONGLY DISAGREE

79%

Interpretation:
As on survey it is found that big bazaar always try to satisfy consumer.

Qno.21 Table showing security at Max Fashion is good.

SOURCE RESPONDENT PERCENTAGE
STRONGLY AGREE 10 10
AGREE 80 80
NEUTRAL 5 5
DISAGREE 0 0
STRONGLY DISAGREE 5 5
SUM 100 100

Analysis:
We can conclude from above data that 80% respondents agreed that security at Max
Fashion is good, 0% respondents disagree and 5% respondents neutral for this statement.
Chart no.21 showing security at Max Fashion is good.

SECURITY
90

80

70

60

50

40 80
30

20

10
10 5 5
0
STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE

Interpretation:
The security provided by Max Fashion is found good by the consumer.

Qno.22 Table showing that customer ask suggestions while decision

making.
SOURCE RESPONDENT PERCENTAGE
STRONGLY AGREE 10 10
AGREE 15 15
NEUTRAL 0 0
DISAGREE 75 75
STRONGLY DISAGREE 0 0
SUM 100 100

Analysis:
From given statistics it show 75% respondents disagree that customers ask for help while
selecting any help whereas 10% strongly agree that customers ask for help while selecting
any help.
Chart no.22 showing that customer ask suggestions while decision making.

DECISION MAKING

10%
STRONGLY AGREE
15% AGREE
NEUTRAL
DISAGREE

75% STRONGLY DISAGREE

Interpretation:
Maximum customer disagree that they don’t take help from the staff for choosing the
products as they already aware of the product.

Qno.23 Table showing Max Fashion resolving customer queries.

SOURCE RESPONDENT PERCENTAGE
STRONGLY AGREE 80 80
AGREE 10 10
NEUTRAL 5 5
DISAGREE 0 0
STRONGLY DISAGREE 5 5
SUM 100 100

Analysis:
Since above data shows 80% respondent strongly agreed that Max Fashion is good platform
to resolve any sort of queries about the product or the services and 5% respondents
disagree for the statement.
Chart no.23 showing Max Fashion resolving customer queries satisfactorily.

RESOLVING QUERIES
80
80
70
60
50
40
30
20
10
10
5
0
5
STRONGLY
AGREE
AGREE NEUTRAL
DISAGREE
STRONGLY
DISAGREE

Interpretation:
From the survey it is found that big bazaar resolve customer issue very fast which satisfy the
customer and motivate them to visit Max Fashion again.

Qno.24 Table showing the staff of the Max Fashion communicates

in the language which is understands by the consumers.
SOURCE RESPONDENT PERCENTAGE
STRONGLY AGREE 0 0
AGREE 94 94
NEUTRAL 0 0
DISAGREE 6 6
STRONGLY DISAGREE 0 0
SUM 100 100
Analysis:
From figures,94% respondents agreed the staffs at Max Fashion communicates in the
language which is understandable by them and 6% respondents disagree with the
statement
Chart no.24 showing the staff of the Max Fashion communicates in the language which is
understands by the consumers.

COMMUNACTION

6%

STRONGLY AGREE
AGREE
NEUTRAL
DISAGREE
STRONGLY DISAGREE

94%

Interpretation:
As per survey it is found that all the Max Fashion staff they communicate with the customer
as per the language customer prefer.

Qno.25 Table showing Max Fashion should modify on their store

layout which can help the customers more to find out product
easily.
SOURCE RESPONDENT PERCENTAGE
STRONGLY AGREE 0 0
AGREE 91 91
NEUTRAL 0 0
DISAGREE 9 9
STRONGLY DISAGREE 0 0
SUM 100 100
Analysis:
91% respondent agreed that they should work on their store layout which helps customer
to find the products effortlessly, and 9% are disagree with this statement.
Chart no.25 showing Max Fashion should modify on their store layout which can help the
customers more to find out product easily.

STORE LAYOUT
100
90
80
70
STRONGLY AGREE
60
AGREE
50
91 NEUTRAL
40
DISAGREE
30
STRONGLY DISAGREE
20
10
9
0
STRONGLY AGREE NEUTRAL DISAGREE STRONGLY
AGREE DISAGREE

Interpretation:
Maximum customer felt that the big bazaar layout should change and the products should
arrange in proper order which help the customer to shop easily.

Q26. Table showing Cleanliness of the Max Fashion.

SOURCE RESPONDENT PERCENTAGE
STRONGLY AGREE 40 40
AGREE 50 50
NEUTRAL 5 5
DISAGREE 5 5
STRONGLY DISAGREE 0 0
SUM 100 100
Analysis:
From data it shows 50% agree are strongly with the statement that the Max Fashion store is
clean, 40% respondents strongly agree, and 5% disagree.
Chart no.26 showing Cleanliness of the Max Fashion.

CLEANLINESS

5 5
strongly agree

40 agree
neutral
disagree
50 strongly disagree

Interpretation:
From the survey it is found that all the customer are agree about the cleanliness of Max
Fashion.
 CHAPTER 6
SUMMARY OF FINDINGS,
CONCLUSION &
SUGGESTIONS

FINDINGS
➢ Most of the respondents are aware of Max Fashion. It is found that Max Fashion
create a very good image in mind of the consumer.
➢ Most of respondents are purchasing products in the Max Fashion for their personal
use only.
➢ Most of the consumers are like to visit more Max Fashion as compare with other
malls which is a good feedback.
➢ Most of consumers are like to shop in Max Fashion because of the reasonable prices
as well the availability of the products.
➢ Customers also prefer to shop in Max Fashion because of lots of offers and discount
provide by Max Fashion.
➢ Most of the consumers agree that Max Fashion provided value of their money.
➢ Most of the customers are refer their friends and relatives to visit Max Fashion
because they are highly satisfy with the Max Fashion facilities and the services which
offer to them.
➢ The majority of customers like to visit Max Fashion with their friends.
➢ Customers agreed that they should improve or modify on store layout designs.
➢ Customers don’t want to waste their time at the billing counter. They don’t like the
long queues at billing section.
➢ Most customers like ambience and parking of Max Fashion.

SUGGESTIONS
➢ The Max Fashion should conduct the meeting with their customers and take
their suggestions which help the company to improve their performance.
➢ Max Fashion should also focus more on electronic items with reference of
offers.
➢ Max Fashion should create more unique offers to attract customers.
➢ A strategy should be developed in which reference person will get some
advantage so that word of mouth will increase.
➢ Most of the customer Max Fashion are of age group 20-30 years. So company
should focus more on those customers to increase the sales.
➢ Max Fashion should train their staff of the store so they easily convince the
potential buyers.
➢ Max Fashion should focus more on customer relationship management
(CRM).
➢ Max Fashion should tie-up with international brands because now a days
most of the consumers prefers western type of products. It simply means
culture is changes day by day.
➢ Instead of focusing on capturing new customers’ Max Fashion should focus
on their loyal customers for maintain the relationship between them.
➢ Max Fashion should come with an idea which helps to decrease the
perception of the consumers mind i.e low price = low quality and also helps
Max Fashion to increase their sales. Because of this perception, many
customers not come to Max Fashion.

CONCLUSION
 The important reason behind studying of consumer behavior is that it plays a significant role
in our life. With the help of consumer behaviour study, much of time is saved like thinking at
the store, asking help from the retailers, products choosing, etc.
This study discloses the things related to consumer behavior that how a consumer purchases
the product in a Max Fashion mall or at what basis the consumers select the mall like Max
Fashion. This study founds many reasons like infrastructure facility, discounts, offers,
availability of products, or variety of products which influence the consumers to select Max
Fashion for purchase.
Consumers like the organized type of retailing because it saves their time at shopping time
and also gives a value for money feeling. The lifestyle of consumer is totally different
currently, consumers don’t want to waste their time everyone is busy in this world. Everyone
wants new facilities which saves their time so if any kind of facility which helps them they will
grab it. In previous time much facility was not there, the income was also less of the consumer
as well as the education level, the income level is increases of the consumers and also most
of the consumers now highly educated so because of this factors also consumer behaviour
changes. The main conclusion comes out from this study of consumer behaviour is that the
today’s modern life style most numbers of people like organized type of retailing.
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ANNEXURE
QUESTIONNAIRE
QUESTIONNAIRE
Name:
Gender:
Designation:
Department:
Q1. What is your age?
a) 10-20 b) 20 to 30 c) 30 to 40 d) 40 above
Q2. Mention your monthly income of respondents or their family members.
a) Rs 10000 - Rs20000
b) Rs20000 – Rs 30000
c) Rs 30000- Rs 40000
d) Rs 40000 above
Q3. How many times do you visit Max Fashion in one month?
a) Once in month
b) twice in month
c) Weekly
d) weekly twice
Q4. Do you like ambience and parking of Max Fashion?
a) Yes
b) No
Q5. How do you rate behavior of staffs in the Max Fashion?
a) Excellent
b) average
c) poor
d) fair
Q6. Do you appreciate the EDLP strategy of Max Fashion?
a) Strongly appreciate
b) appreciate
c) neutral
d) not appreciate
Q7. How do you behave when you see ads of Max Fashion?
a) Respond to buy quickly
b) Respond to it little slowly
c) Respond to it very slowly
d) will not respond.
Q8. How do you react to the offers and discounts of Max Fashion?
a) Express my satisfaction
b) Express my satisfaction but feel reduced quality
c) Will not be happy since I feel it is a gimmicks
d) No reaction at all
Q9. What is your most purchase item in Max Fashion?
a) Groceries
b) Fashion
c) Electronics
d) Food items
Q10. With whom would you like to visit Max Fashion?
a) Family
b) Friends
c) Spouse
d) Others
Q11. What is the reason behind choosing Max Fashion?
a) Offers
b) satisfaction of products
c) Customer service
d) reasonable prices
Q12. Are you satisfy with the duration of billing process?
a) Yes
b) No
Q13. Does the Signage boards help you at Max Fashion?
a) Yes
b) No
Q14.Will you refer your friends and relatives to visit at Max Fashion?
a) Yes
b) No
Q15. Have you ever faced any unavailability of products?
a) Yes
b) No
Q16. Do you think that Max Fashion provide free space for the customers to move around
and shop?
a) Yes
b) No

QUESTION STRONGL AGRE NEUTRA DISAGRE STRONGL

S Y AGREE E L E Y AGREE
Q17. The
general
experience at
Max Fashion is
always good.
Q18.Do you
agree Max
Fashion
provide all
kinds of
payment
modes?
Q19.Max
Fashion
provide
products for all
level of income
people.
Q20.Do you
agree that Max
Fashion satisfy
their
consumers?
Q21.Do you
agree that
Security at Max
Fashion is good
Q22.Do you
like to ask for
help from the
staffs while
decision
making of your
products?
Q23. Do you
think that Max
Fashion
resolving
customer
queries
satisfactorily?
Q24. Do you
agree that
staffs at Max
Fashion
communicates
in the language
that you
understand?
Q25. Do you
agree that Max
Fashion should
work on their
store layout
which can help
the customers
more to find
the products
easily?
Q26. Do you
think that Max
Fashion take
care of
cleanliness?