Project report on

“A study on understanding the buying behavior and the feedback on the

shopping experience of the customers of Forum Rangoli Mall TATA TRENT
ZUDIO
& driving multiple In-Store Activities.”

REPORT SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT

FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION
PREPARED BY

SAMBARAN MUKHERJEE
Roll-VU/PG/504/23/09/04-IIS NO-0388

VU Registration No. VP235040826 OF 2023-2024

UNDER THE GUIDANCE OF

Mr. DEBJIT DEY

TATA RETAIL ENTERPRISE, ZUDIO

SUBMITTED TO

Eastern Institute for Integrated Learning in Management, Kolkata

Affiliated to
Vidyasagar University

JULY, 2024

1
CERTIFICATION FROM THE COMPANY

2
 DECLARATION

I, Sambaran Mukherjee do hereby declare this report titled “A study on understanding, the buying
behavior and the feedback on the shopping experience of the customers of Forum Rangoli Mall TATA
TRENT Zudio & driving multiple In-Store activities.”

is submitted by me for the partial fulfillment of Master of Business Administration in Vidyasagar University.

This report is exclusively prepared by me and has not been submitted to any other institutions or published
anywhere before.

DATE: JULY, 2024

Sambaran Mukherjee,
Roll-VU/PG/504/23/09/04-IIS NO-0388

VU Registration No: VP235040826 OF 2023-2024

MBA, 2nd SEMESTER,
PLACE: KOLKATA EIILM, KOLKATA

3
 ACKNOWLEDGEMENTS

At the outset, I would like to express my sincere gratitude to Prof. Poulami Sengupta, faculty, EIILM,
Kolkata who has sincerely provided me with critical suggestions and valuable insights which enabled me to
complete the project and bring out this report in the best way possible.

I would take this opportunity to thank Prof. (Dr.) R.P Banerjee, Director, EIILM, Kolkata and other faculty
members of the institute for their cooperation and support.

I am also thankful to all other persons who directly or indirectly helped me to accomplish my project work.

Date: Signature:

4
 EXECUTIVE SUMMARY

INDUSTRY: Retail is the process of selling consumer goods or services to customers through multiple
channels of distribution to earn a profit. Retailers satisfy demand identified through a supply chain. Fashion
retailing is the section of business that acts as an intermediary between the manufacturers and customers. It
can be defined as the process of “buying clothes from the manufacturers and selling them to the customers.

PRODUCT:

 Men’s wear
 Ladies wear
 Kids wear
 Accessories

 The Company was originally incorporated as Lakme Limited (“Lakme”) on December 5, 1952. Lakme
was in the business of manufacturing, sale and export of cosmetics, toiletries, and perfumery products.
In 1998, Lakme decided to divest from its cosmetics business and decided to pursue the field of
apparel retailing, given the absence of established brands in most categories. It was decided that
Lakme would establish a strong presence in the apparel and soft goods retailing market by opening a
chain of departmental stores across the country. Towards this end, in March 1998, Lakme acquired
Littlewoods International (India) Private Limited (“LIIPL”) from Littlewoods International Limited,
U.K. LIIPL was in the business of retailing of readymade garments and related merchandise. In
parallel, with effect from January 1, 1998, Lakme Exports Limited, a subsidiary of Lakme, was
amalgamated with LIIPL and the merged entity was named as Trent Limited. Subsequently, with
effect from July 1, 1998, Trent Limited was amalgamated with Lakme, and the name of Lakme
Limited was changed to Trent Limited.
Since then, the Trent business model has increasingly evolved to deliver the right combination of quality,
price and an elevated customer experience. The emphasis on own brands, nimble responsiveness to
emerging consumer preferences coupled with relative price stability contributes to our distinctive market
positioning in the lifestyle space.

5
TABLE OF CONTENTS

6
 SL. NO. PARTICULARS PAGE. NO.

1 INDUSTRY INTRODUCTION 7

2 COMPANY PROFILE 8

3 OBJECTIVES 9

4 RESEARCH METHODOLOGY 10

5 DATA ANALYSIS AND INTERPRETATION 11 - 32

6 DEMOGRAPHIC DETAILS 31 - 32

7 FINDINGS 33

8 RECOMMENDATIONS 34

9 DETAILS OF IN-STORE ACTIVITIES 35 - 37

10 WEEK WISE SALES REPORT 38

11 CONCLUSION 39

12 BIBLIOGRAPHY 40

ANNEXURE
13 41 - 43

INDUSTRY INTRODUCTION
Towards this end, in March 1998, Lakme acquired Littlewoods International (India) Private
Limited (“LIIPL”) from Littlewoods International Limited, U.K. LIIPL was in the business of
retailing of readymade garments and related merchandise. In parallel, with effect from
January 1, 1998, Lakme Exports Limited, a subsidiary of Lakme, was amalgamated with
LIIPL and the merged entity was named as Trent Limited. Subsequently, with effect from
July 1, 1998, Trent Limited was amalgamated with Lakme, and the name of Lakme Limited
was changed to Trent Limited.

7
Since then, the Trent business model has increasingly evolved to deliver the right
combination of quality, price and an elevated customer experience. The emphasis on own
brands, nimble responsiveness to emerging consumer preferences coupled with relative
price stability contributes to our distinctive market positioning in the lifestyle space.

Westside, Trent’s leading lifestyle concept, offers branded fashion apparel, footwear and
accessories for women, men and children, along with a wide range of home furnishings and
décor. Westside has an active presence in all aspects of value chain, including design,
production, supply chain, stores and customers. It offers a differentiated portfolio of exclusive
in-house designed brands that are in sync with latest fashion trends, appealing to a wide
spectrum of style conscious consumers across defined customer segments.Westside has
stores across cities with additional online reach across India exclusively through Westside.com
and Tata Neu.

Trent’s value fashion concept Zudio is anchored around accessibility. It offers function and
fashion at irresistible prices for women, men and children. The exclusive offerings are curated
in-house and made available at very sharp price points. Zudio has evolved into a rapidly
growing concept that appeals to all with a deep commitment to being accessible across facets
– fashion, reach and lifestyle. Zudio stores are present in attractive / prominent locations and
aim to offer an exciting shopping experience for customers.

Utsa is a modern Indian woman’s lifestyle destination offering apparel, footwear, innerwear,
beauty and accessories. Utsa is a portal of discovery – curating the best of Westside and
appealing to the creative, discerning and aspiring woman.

SAMOH is an elevated and differentiated occasional wear concept that focuses on elegant,
expressive, modern silhouettes that emphasizes versatility. With premium fabrics, intricate
designs, and attention to detail, SAMOH aims to be the go-to brand for customers looking for
occasion wear that is both stylish and timeless and provide a compelling touch of luxury and
sophistication to its customers while they shop for their special moments.SAMOH caters to
those who appreciate luxurious and modern take on cherished designs and motifs from the
Indian hinterland. SAMOH’s range draws inspiration from traditional roots and blends it
seamlessly with modern aesthetics.

Xcite / Misbu stores offer a curated and compelling range of beauty, personal care, fashion
accessories and décor targeted at Gen Z and millennials. The tight footprint stores offer a fun
and delightful shopping environment with on-trend product offered at sharp value.

8
 COMPANY PROFILE

 Company : TATA RETAIL ENTERPRISE

 Subsidiary Company : ZUDIO
 Founded : 2016
 Headquarters : Mumbai
 Chairman and Managing Director : Philip Ault
 Stores at Kolkata city : Zudio park street, Zudio Fort Barlo, Zudio Central Mall, Zudio Lake Mall,
Zudio Gariahat, Zudio Chinar park, Zudio Liluah, Zudio Avani Mall, Zudio Rajarhat, Zudio Forum
Rangoli Mall, Zudio Dunlop.

ZUDIO first coming at Kolkata in 19th September 2019. First ZUDIO store name in Kolkata was Fort
Barlo Store. Zudio first store in all over India was Bangalore commercial street store which start his journey
from 5th September, 2016. Zudio work for TATA group. It is under control of TRENT LIMITED. Full from
of TRENT LIMITED is Tata Retail Enterprise Limited. Zudio provide all fashion products to the customers
in very cheap price. Every Zudio store having 7 to 5 departments’ i.e.

1. Men’s department( Men’s formal and Men’s casual)

2. Ladies department( Western and Ethnic)

3. Kid’s department

4. Footwear department ( Men’s footwear and women’s footwear)

5. Beauty & Accessories

Zudio generates 7000 Cr profits in last 7 years. Zudio attract their customers by their pricing strategy and a
good visual merchandising. Every Friday Zudio launch new collection for their customers. Zudio also
provide a good CSD service to their customers.

Zudio doesn’t do any advertising for promote their brand, they always believe on mouth-to-mouth marketing
method, for that reason they maintain better relationship with all customers. Zudio only sales their own brand
which name is FASHION NOW NOW. It means current market fashion which is also depending on current
market trend. Zudio doesn’t hire any film star as a brand ambassadors, their brand ambassadors are their
staffs. The main pitch line is I AM ZUDIO. The main brand DNA of Zudio is as irrestible, fashion now now
and accessible.

Till now in all over India TATA TRENT LIMITED open more than 500 Zudio store and they are targeting
open more than 1000 Zudio stores in India in next 5 years. Zudio also open their store in New York and
London at the end of this year. So now Zudio is a International Brand also which supplied fashionable goods
at a reasonable price.

OBJECTIVES

9
 To understand the buying behavior of the customers at Forum Rangoli
Mall TATA TRENT ZUDIO
 To gather and analyze the feedback on the shopping experience of the
customers of Forum Rangoli Mall TATA TRENT ZUDIO.
 To learn trial room process of Forum Rangoli Mall TATA TRENT
ZUDIO .

 To learn CASH and CSD (customer service desk) process at Forum

Rangoli Mall TATA TRENT ZUDIO
 To learn Back office activities likes GRN, tagging, folding etc. at Forum
Rangoli Mall TATA TRENT ZUDIO
 To learn floor activities at Forum Rangoli Mall TATA TRENT ZUDIO.
 Finally learn whole sales process at Forum Rangoli Mall TATA TRENT
ZUDIO

10
 RESEARCH METHODOLOGY
METHODOLOGY: Questionnaire method was chosen as a survey instrument to all customers of it is a
descriptive research and data collected here is primary data. Sampling size is 120.
There are certain methods used for data collection in research, for research design, for data refining and for
data analysis and interpretation. These are called research methods. It helps the researcher to find answers to
his research problems.

• Type of Research: Descriptive research

• Type of Data: Qualitative and Quantitative
• Classification of Data: Primary data

SAMPLING DESIGN

I. Population: All the people shopping from Zudio Rangoli Mall who have gone through all the
processes of the store (visiting, buying and exchange).
II. Frame: No sampling frame.
III. Technique: Convenience sampling.
IV. Size: 120
V. Execution of the entire sampling process: The data had been collected from store from the existing
and new customers.
• Instrument of Data Collection: Structured questionnaire method was chosen as a survey instrument.
• Valuable uses: Demographic, Qualitative and Quantitative.

DATA COLLECTION:
Data is collected by using Questionnaire methods. For the purpose of fulfilling the objective of study and for
completing the Research project Report, primary data was collected.

PRIMARY SOURCES: Questionnaire.

Keeping in view the objective of study a questionnaire (as given in Annexure) was selected. There are total of
20 questions. All questions are small in size and arranged logically. The language is simple to understand.

TABULATION:
After all the questionnaires were collected back, the responses were tabulated. Each answer of the respondent
was tabulated to its respective category.

11
 DATA ANALYSIS AND INTERPRETATION

Q.1 At what interval do you visit Zudio rangoli mall?

16

34 Weekly
Monthly
During Special Offer Period
15 During Festivals
Yearly

17
18

Sl. NO Choices Count percentage

1 Weekly 41 34
2 Monthly 22 18
During Special Offer
20 17
3 Period
4 During Festivals 18 15
5 Yearly 19 16
TOTA
120 100
L

 Interpretation:- Most of the respondents of the survey (34%) prefer to visit the store
on a weekly basis.
Another small proportions of customers visiting Zudio, Rangoli mall on a
monthly basis(18%), on a special offer period (17%) , on during festivals(15%)
and also in yearly basis(16%).

12
 Q.2 what makes you shop from Zudio, Rangoli Mall?

11

27

Fashion & Lifestyle

17 Family & Friends Influence
Influence of Media
Flavoured of Organized retail
Discounts & Promotionals Offers

19
26

Sl.No choices count percentage

1 Fashion & Lifestyle 32 27
2 Family & Friends Influence 31 26
3 Influence of Media 23 19
4 Flavoured of Organized retail 20 17
Discounts & Promotionals
5 14 11
Offers
Total 120 100

Interpretation:- Most of the Respondents (27%) are attracted by the collection of
product of Zudio, Rangoli Mall and have chosen “Fashion & lifestyle” as the driving
factor of choosing Zudio, Rangoli Mall.
Another large part of the population is making shop from Zudio, Rangoli Mall
by friends & family influence (26%).
Also respondents making shop from Zudio, Rangoli Mall by the factors of
“Influence of media” (19%), “Flavoured of organized retail” (17%) and also
“Discounts & promotional offers”(11%).

13
 Q.3 What makes you shop fundamentally
from Zudio?

35 32.5

Budget Friendly
For Quality
Both

32.5

Sl.No Choices Count Percentage

1 Budget Friendly 39 32.5
2 For Quality 39 32.5
3 Both 42 35
Total 120 100

 Interpretation:- Most of the respondents shop fundamentally from Zudio because of

“Budget Friendly” and “Quality of the Product” both reasons(35%).

Some of them shop fundamentally from Zudio because of “Budget Friendly”

(32.5%) and some of them shop fundamentally from Zudio because of just
“Product Quality” (32.5%).

14
 Q.4 What is your annual spending at Zudio?
11

27
11
Less than Rs.10000
Rs.10001-Rs.20000
Rs.20001-Rs.30000
Rs.30001-Rs.40000
More than Rs.40000

25

26

Sl.No Choices Count Percentage

1 Less than Rs.10000 32 27
2 Rs.10001-Rs.20000 31 26
3 Rs.20001-Rs.30000 31 25
4 Rs.30001-Rs.40000 13 11
5 More than Rs.40000 13 11
Total 120 100

 Interpretation: - Most of the respondents spend “less than Rs.10000” annually in

Zudio (27%).

26% of the respondents spend “Rs.10001-Rs.20000” annually in Zudio while 25% of the
respondents spend Rs.20001-Rs.30000 annually in Zudio.

Few of the respondents spend Rs.30001-Rs.40000 annually in Zudio (11%) and also just
11% respondents spend annually “more than Rs.40000” in Zudio.

15
 Q.5(a) How much you satisfied with range of
product , at Zudio?

16
26
Very Bad
Bad
17 Good
Very Good
Excellent
21

20

Sl.No Choices Count Percentage

1 Very Bad 19 16
2 Bad 20 17
3 Good 24 20
4 Very Good 25 21
5 Excellent 32 26
Total 120 100

 Interpretation:- Most of the respondents select “Excellent” on the basis of

satisfaction level of range of product at Zudio(26%).

21% of the respondents select “very good” in the case of range of product.

Small group of respondents select “Good”(20%),”Bad”(17%) and also “Very Bad”(16%)

in the case of range of product at Zudio.

16
 Q.5(b)How much you satisfied about promo-
tional scheme of Zudio?
14
20

Very Bad
10
Bad
Good
Very Good
Excellent
29
27

Sl.No Choices Count Percentage

1 Very Bad 24 20
2 Bad 35 29
3 Good 33 27
4 Very Good 12 10
5 Excellent 16 14
Total 120 100

 Interpretation:- Most of the respondents select “ bad”(29%) and “Good”(27 %) on

the basis of satisfaction level about Promotional Scheme of Zudio.
Only 10% of the respondents select “very good” about the promotional scheme of Zudio.
A large group of respondent selects “Very Bad” about the promotional scheme of Zudio
(20%). 14% of the respondent selects “Excellent” about the promotional scheme of Zudio.

17
 Q5(c) How much you satisfied about the
shopping ambience of Zudio?

22.5 22
Very Bad
Bad
Good
14 Very Good
19
Excellent

22.5

Sl.No Choices Count Percentage

1 Very Bad 26 22
2 Bad 17 14
3 Good 27 22.5
4 Very Good 23 19
5 Excellent 27 22.5
Total 120 100

Interpretation:- Most of the respondents select “Good” (22.5%)and “Excellent” (22.5%)

about the shopping ambiance of Zudio.
22% respondents select “Very Bad” about the shopping ambiance of Zudio.
A small amount of respondents select “very good”(19%) and “Bad” (14%) about the
shopping ambiance of Zudio.

18
 Q.5(d) How much you satisfied about the af-
fordability of the product?
12

25

Very Bad
Bad
22
Good
Very Good
Excellent
20

21

Sl.No Choices Count Percentage

1 Very Bad 14 12
2 Bad 26 22
3 Good 25 21
4 Very Good 25 20
5 Excellent 30 25
Total 120 100

Interpretation:- Most of the respondents select “Excellent” (25%) about the affordability of
the product.
21% respondents select “Good” about the affordability of the product at Zudio.
20% of respondents select “Very Good” about the affordability of the product.
22% respondents select “Bad” and 12% respondents select “Very Bad” about the affordability
of the product at Zudio.

19
 Q.5(e) How much you satisfied about the staff
behavior of Zudio?

18 17.5
Very Bad
Bad
Good
20
22.5 Very Good
Excellent

22

Sl.No Choices Count Percentage

1 Very Bad 21 17.5
2 Bad 24 20
3 Good 26 22
4 Very Good 27 22.5
5 Excellent 22 18
Total 120 100

 Interpretation:- Most of the respondents selects “Very Good”(22.5%) about the staff
behavior of the Zudio.
22% of the total respondents select “Good” about the staff behavior of the Zudio.
20% of the respondents select “Bad” about the staff behavior of the Zudio.
Small amount of respondents selects “very bad” (17.5%) and “Excellent” (18%) in the
case of staff behavior of Zudio.

20
 Q.5(f) How much you satisfied about the billing
process of Zudio?
18 17

Very Bad
Bad
Good
15 Very Good
Excellent
31

19

Sl.No Choices Count Percentage

1 Very Bad 20 17
2 Bad 37 31
3 Good 23 19
4 Very Good 18 15
5 Excellent 22 18
Total 120 100

 Interpretation:- Most of the respondents select “Bad” (31%) on the basis of billing
process of Zudio.
Only 19% of the total respondents select “Good” in the case of billing process of Zudio.
A small amount of respondents selects “very bad” (17%), “Very Good” (15%) and
“excellent” (18%) in terms of billing process of Zudio, Rangoli Mall.

21
 Q.5(g) How much you satisfied with the CSD
process of Zudio?
14
19

Very Bad
Bad
Good
14 Very Good
27
Excellent

26

Sl.No Choices Count Percentage

1 Very Bad 17 14
2 Bad 32 27
3 Good 31 26
4 Very Good 17 14
5 Excellent 23 19
Total 120 100
Interpretation: - Most of the respondents select “Bad” (27%) in the terms of CSD service of
Zudio.
Another large part of the respondents selects “Good” (26%) in the case of CSD service of
Zudio. Small amount of respondents selects “Very Bad” (14%), “”Very Good” (14%) and
also “Excellent” (19%) in the terms of CSD service of Zudio Rangoli Mall.

22
 Q5.(h) How much you satisfied with the
exchange or return policy of Zudio?

20 18
Very Bad
Bad
Good
Very Good
Excellent
19
25

18

Sl.No Choices Count Percentage

1 Very Bad 22 18
2 Bad 30 25
3 Good 22 18
4 Very Good 23 19
5 Excellent 23 20
Total 120 100

 Interpretation: - Most of the respondents select “Bad” (25%) in the terms of exchange
or return policy of Zudio Rangoli Mall.
Another large amount of respondents select “Excellent”(20%) in the terms of exchange or
return policy of Zudio, Rangoli Mall.
Small part of respondents selects “Very Bad” (18%), “Good” (18%) and also “Very
Good” (19%).

23
 Q.6 What is your shopping experience in this
zudio store, compared to other zudio store?
12.5

27 Very Bad
Bad
Good
22.5 Very Good
Excellent

22
16

Sl.No Choices Count Percentage

1 Very Bad 15 12.5
2 Bad 27 22.5
3 Good 19 16
4 Very Good 26 22
5 Excellent 33 27
Total 120 100

 Interpretation:- Most of the respondents selects “Excellent” (27%) in the term of

shopping experience in Zudio Rangoli Mall compared to others Zudio Store.
22.5% of the total respondents selects “Bad” in the case of shopping experience in Zudio
Rangoli Mall compared to others Zudio Store.
22% respondents select “Very Good” in the case of shopping experience in Zudio Rangoli
Mall compared to others Zudio Store.
Small amount of respondents select “very Bad” (12.5%) and also “Good” (16%) in the
terms of shopping experience in Zudio Rangoli Mall compared to others Zudio Store.

Sl.No Choices Count Percentage

1 Yes 55 46
2 No 65 54

24
 Sl.No Choices Count Percentage
1 Rs.99-Rs.199 18 15
Total
Q.7 Do you recommend 120
Zudio to 100
other
2 Rs.199-Rs.399 32 27
3 store/brand?
Rs.399-Rs.699 26 22
 4 Rs.699-Rs.799 19 15
5 Rs.799-Rs.999 25 21
Total 120 100
Yes
46 No
54

Interpretation:- Most of the respondents select “No” (54%) in the terms of recommended
Zudio to other store or brand.
Only 46% respondents select “Yes” in the terms of recommended Zudio to other store or
brand.

Q.8 What is your favourite price range in men's

deparment of Zudio Rangoli Mall?

15
21

Rs.99-Rs.199

Rs.199-Rs.399
15 27 Rs.399-Rs.699

Rs.699-Rs.799

Rs.799-Rs.999
22

25
 Interpretation:- Most of the respondents select the price range of “Rs.199-Rs.399”
(27%)as a favourite price range in men’s department of Zudio Rangoli Mall.
22% of the total respondents select “Rs.399-Rs.699” as a favourite price range in men’s
department of Zudio, Rangoli Mall. 21% of the respondents select “Rs.799-Rs.999” as a
favourite price range in men’s department of zudio, Rangoli mall.
Small amount f respondents select the price range of “Rs.99-Rs.199” (15%) and also
“Rs.699-Rs.799” (15%) as a favourite price range in men’s department of zudio, Rangoli
mall.

Q.9 What is your mostly preferred size in Men's

department of Zudio?

20
27 Small
Medium
Large
Extra large(XL)
16 Double extra large(XXL)

19

18

Sl.No Choices Count Percentage

1 Small 32 27
2 Medium 23 19
3 Large 22 18
4 Extra large(XL) 19 16
5 Double extra large(XXL) 24 20
Total 120 100

26
 Interpretation:- Most of the respondents select “small” (27%) as a preferred size
because all product are oversized fit in zudio.
A large amount of respondents select “XXL” (20%) as a preferred size in men’s
department of Zudio, Rangoli Mall.
Small amount of respondents are selecting “Medium” (19%) , “Large” (18%) and also
“XL” (16%) in the case of preferred size in men’s department of zudio, Rangoli Mall.

Q.10 What is your perception about the

product quality of men's department zudio?

16
22.5 Very Bad
Bad
Good
Very Good
22.5
Excellent
18

21

Sl.No Choices Count Percentage

1 Very Bad 19 16
2 Bad 27 22.5
3 Good 25 21
4 Very Good 22 18
5 Excellent 27 22.5
Total 120 100

 Interpretation: - Most of the respondents select “Excellent” (22.5%) and “Bad”

(22.5%),
in the case of their perception about product quality of men’s department Zudio, Rangoli
Mall.
A large amount of respondent select “Good” (21%) in the terms of their perception about
product quality of men’s department Zudio Rangoli Mall.

27
Another small amount of respondents select “Very Bad” (16%) and “Very Good” (18%)
in the terms of their perception about product quality of men’s department Zudio Rangoli
Mall.

Q.11 What is your preferred shirt type in men's

department , Zudio?

21

35 Denim Shirt
Casual Shirt
Formal Shirt

44

Sl.No Choices Count Percentage

1 Denim Shirt 42 35
2 Casual Shirt 53 44
3 Formal Shirt 25 21
Total 120 100

 Interpretation:- Most of the respondents select “Casual Shirt” (44%) as their preferred
shirt type in men’s department Zudio , then a large respondents select “Denim
shirt”(35%) as their preferred shirt type in men’s department Zudio, Rangoli Mall.
Another small amount of respondents selects “formal shirt” (21%) as their preferred shirt
type in men’s department Zudio, Rangoli mall.

28
 Q.12 What is your preferred jeans from men's
department, Zudio Rangoli Mall?

17
23
Skinny Fit
Carrot Fit
Slim Fit
Straight Fit
14 25
Baggy Fit

21

Sl.No Choices Count Percentage

1 Skinny Fit 20 17
2 Carrot Fit 30 25
3 Slim Fit 25 21
4 Straight Fit 17 14
5 Baggy Fit 28 23
Total 120 100

 Interpretation:- Most of the respondents select ‘Carrot Fit” (25%) as their preferred
jeans from men’s department Zudio, Rangoli mall.
A large amount of respondents select “Slim Fit” (21%) and “Baggy Fit” (23%) as their
preferred jeans from men’s department Zudio, Rangoli mall.
At last some respondents select “Skinny Fit” (17%) and “Straight Fit” (14%) as their
preferred jeans from men’s department Zudio, Rangoli mall.

29
 Q.13 What is your favourite price range in
women's deparment of Zudio Rangoli Mall?

20 19

Rs.99-Rs.199
Rs.199-Rs.399
Rs.399-Rs.699
Rs.699-Rs.799
18 Rs.799-Rs.999
24

19

Sl.No Choices Count Percentage

1 Rs.99-Rs.199 22 19
2 Rs.199-Rs.399 29 24
3 Rs.399-Rs.699 23 19
4 Rs.699-Rs.799 22 18
5 Rs.799-Rs.999 24 20
Total 120 100

 Interpretation: - Most of the respondents select the price range of “Rs.199-Rs.399”

(24%)as a favourite price range in women’s department of Zudio Rangoli Mall.
19% of the total respondents select “Rs.399-Rs.699” as a favourite price range in women’s
department of Zudio, Rangoli Mall. 20% of the respondents select “Rs.799-Rs.999” as a
favourite price range in women’s department of zudio, Rangoli mall.
Small amount f respondents select the price range of “Rs.99-Rs.199” (19%) and also
“Rs.699-Rs.799” (18%) as a favourite price range in women’s department of zudio,
Rangoli mall.

30
 Q.14 What is your mostly prefered size in
women's department of Zudio?

17 15

Small
Medium
Large
18 25 Extra large(XL)
Double extra large(XXL)

25

Sl.No Choices Count Percentage

1 Small 18 15
2 Medium 30 25
3 Large 30 25
4 Extra large(XL) 22 18
5 Double extra large(XXL) 20 17
Total 120 100
 Interpretation:- Most of the respondents select “medium” (25%) and “Large” (25%)
as a preferred size because all product are oversized fit in zudio.
Small amount of respondents are selecting “small” (15%), “XXL” (17%) and also “XL”
(18%) in the case of preferred size in women’s department of zudio, Rangoli Mall.

31
 Q.15 What is your perception about the
product quality of women's department zu-
dio?
13

27
Very Bad
Bad
Good
26 Very Good
Excellent

16

18

Sl.No Choices Count Percentage

1 Very Bad 16 13
2 Bad 31 26
3 Good 22 18
4 Very Good 19 16
5 Excellent 32 27
Total 120 100

 Interpretation: - Most of the respondents select “Excellent” (27 %) and “Bad” (26%),
in the case of their perception about product quality of women’s department Zudio,
Rangoli Mall.
A small amount of respondent select “Good” (18%) in the terms of their perception about
product quality of women’s department Zudio Rangoli Mall.
Another small amount of respondents select “Very Bad” (13%) and “Very Good” (16%)
in the terms of their perception about product quality of women’s department Zudio
Rangoli Mall.

32
 Q.16 What is your preferred t-shirt type in
women's department , Zudio?
17.5
27.5

Casual T-shirt
Printed T-Shirt
Crop Top

25 Skinny Fit T-Shirt

30

Sl.No Choices Count Percentage

1 Casual T-shirt 33 27.5
2 Printed T-Shirt 36 30
3 Crop Top 30 25
4 Skinny Fit T-Shirt 21 17.5
Total 120 100

Interpretation: - Most of the respondents select “Printed T-Shirt”(30%) and “Casual T-

Shirt” (27.5%) as their preferred T-Shirt type in women’s department, Zudio Rangoli Mall.
Another large amount of respondent selects “Crop Top” (25%) as their preferred T-Shirt type
in women’s department, Zudio Rangoli Mall.
Small amount respondents select “Skinny Fit T-Shirt” (17.5%) as their preferred T-Shirt type
in women’s department, Zudio Rangoli Mall.

33
 Q.17 What is your preferred jeans from
women's department, Zudio Rangoli Mall?

17

29
Mommy Skin Fit
Arijona Jogger Fit
American Blouchy
20
Boston Slim Fit

34

Sl.No Choices Count Percentage

1 Mommy Skin Fit 34 29
2 Arijona Jogger Fit 41 34
3 American Blouchy 24 20
4 Boston Slim Fit 21 17
Total 120 100

 Interpretation: - Most of the respondents select “Arijona Jogger Fit” (34%) as their
preferred jeans from women’s department Zudio, Rangoli mall.
A large amount of respondents select “Mommy skin Fit” (29%) and “American Blouchy ”
(20%) as their preferred jeans from women’s department Zudio, Rangoli mall.
At last some respondents select “Boston slim Fit” (17%) as their preferred jeans from
women’s department Zudio, Rangoli mall.

34
 DEMOGRAPHIC DETAILS

Q.18 What is your age Group?

21
29 18-25
26-40
40-50
Above 50

21

29

Sl.No Choices (Age) Count Percentage

1 18-25 35 29
2 26-40 35 29
3 40-50 25 21
4 Above 50 25 21
Total 120 100

 Interpretation: - Most of the respondents belong in the “18-25” year’s age group
(29%) and also in the “26-40” year’s age group (29%).
Other large respondents belong in the Age group of “40-50” years (21%) and also “Above
50” years (21%).

35
 Q.19 Gender

Male
47.5 Female
52.5
Others

Sl.No Choices Count Percentage

1 Male 63 52.5
2 Female 57 47.5
3 Others 0 0
Total 120 100
 Interpretation: - Most of the respondents are select “Male” (52.5%) and 47.5%
respondents select “Female”.
Q.20 What is your occupation?

14

29

Student
Employee
23 Business Person
Others

34

Percentag
Sl.No Choices (Age) Count e
1 Student 35 29
2 Employee 41 34
3 Business Person 28 23
4 Others 16 14
 Interpretation:
Total 120 100
- Most of the respondents are
select “Employee” (34%) and “Student” (29%) in the terms of occupation. Only 23% of the
respondents select “Business Person” in the terms of occupation.
Just 14% of the respondents select “others occupation” in the case of selecting occupation .

FINDINGS
36
• Most of the customers are grown up adults and middle age, because Maximum of them are belong in “18-
25” years age group(29%) and “26-40” years age group(29%).

• Most of the customers (52.5%) shopping from the stores are Male.
• Most of the customers (34%) prefer to visit the Stores on a weekly basis.

• Majority of the customers (27%) choose Zudio, Rangoli Mall because the stores well serves to their
fashion and Lifestyle.
• Most of the Customers shop fundamentally from Zudio because of “Budget Friendly” and “Quality of the
Product” both reasons (35%).
• Most of the Customers spend “less than Rs.10000” annually in Zudio (27%). 26% of the Customers
spend “Rs.10001-Rs.20000” annually in Zudio while 25% of the Customers spend Rs.20001-Rs.30000
annually in Zudio. Few of the Customers spend Rs.30001-Rs.40000 annually in Zudio (11%) and also
just 11% Customers spend annually “more than Rs.40000” in Zudio.
• Most of the customers select “Excellent” on the basis of satisfaction level of range of product at Zudio
(26%).
• Most of the Customers select “bad” (29%) and “Good” (27 %) on the basis of satisfaction level about
Promotional Scheme of Zudio.
• Most of the Customers select “Good” (22.5%) and “Excellent” (22.5%) about the shopping ambiance of
Zudio.
• Most of the Customers select “Bad” (31%) on the basis of billing process of Zudio.
• Most of the Customers select “Bad” (27%) in the terms of CSD service of Zudio.
• Most of the Customers select “Excellent” (27%) in the term of shopping experience in Zudio Rangoli
Mall compared to others Zudio Store.
• Most of the Customers select “No” (54%) in the terms of recommended Zudio to other store or brand.
• Most of the customers select the price range of “Rs.199-Rs.399” (27%) as a favorite price range in men’s
department of Zudio Rangoli Mall.
• Most of the customers select “small” (27%) as a preferred size because all product are oversized fit in
zudio. Most of the respondents select “Excellent” (22.5%) and “Bad” (22.5%), in the case of their
perception about product quality of men’s department Zudio, Rangoli Mall.
• Most of the Customers select ‘Carrot Fit” (25%) as their preferred jeans from men’s department Zudio,
Rangoli mall.
• Most of the customers select the price range of “Rs.199-Rs.399” (24%) as a favourite price range in
women’s department of Zudio Rangoli Mall.
• Most of the respondents select “medium” (25%) and “Large” (25%) as a preferred size because all
products are oversized fit in zudio.
• Most of the respondents select “Excellent” (27 %) and “Bad” (26%), in the case of their perception about
product quality of women’s department Zudio, Rangoli Mall.
• Most of the respondents select “Printed T-Shirt” (30%) and “Casual T-Shirt” (27.5%) as their preferred T-
Shirt type in women’s department, Zudio Rangoli Mall.
• Most of the respondents select “Arijona Jogger Fit” (34%) as their preferred jeans from women’s
department Zudio, Rangoli mall.
• Most of the respondents are select “Employee” (34%) and “Student” (29%) in the terms of occupation.
Only 23% of the respondents select “Business Person” in the terms of occupation.
Just 14% of the respondents select “others occupation” in the case of selecting occupation .

RECOMMENDATIONS

37
 Zudio Rangoli Mall should hire more manpower to speed up the in-store processes and
to efficiently handle and address all the customers at the outlet.

 Zudio Rangoli Mall should carry out awareness campaigns and advertisements to
attract more customers.

 Range of products at the kids’ section and Men’s Formal should be widened.

 Exchange policy should be updated to make it easier for the customers to carry out the
exchange process.

 Billing process should be easier for the customers.

 Provide better product quality of product to customers, because some customers are
very dissatisfied about the product colour and also the product Leather.

 Maintain better Understanding between employees.

 Also maintained TRENT Zudio SOP’s at all level of business operation.

38
 Details of In- Store (Inside of the Store) Activities

During the first four days of the internship was spent in visiting different sections of
the store, gaining knowledge about the different products, different characteristics of the
types of materials used in the products, identifying the in-house and external brands in the
store and knowing about the different processes within the store.

The store is divided into 6 main sections:

 Men’s Casual

 Men’s Formal

 Kid’s Section

 Women’s Western Apparels

 Women’s Ethnic Apparels

 Beauty & Accessories

 Footwear

Fifth day onwards, I was assigned with different process within the store which I had to carry
out frequently along with my primary task of surveying the targeted customers.

The following tasks were assigned to me:

 Stock folding and displaying: Different folding and display techniques are used
according to the directions of the visual merchandiser to make the products eye
catching and easy to browse.
 Interacting with customers, selling: Helping customers find their desired product,
guiding them in the store, handling queries, initiating and closing sales, cross selling.
 Communicating with the floor staff and the managers: Communicating manager’s
instructions to the different departments, checking the AWL list of floor staff.
 Floor checklist activities: Checking on Lights, computers and others electronics
gadgets work properly or not, check that all displays are in order, Check merchandising
in place or not, ensure that promotional and directional signage are set up properly,
ensure that product tags are in order.
39
  Encoding: Zudio has recently introduced new RFID tags that can store product
information within it. All tags are to be encoded individually using an encoding
machine after receiving new stock, or on re-attaching a tag on a product.
 CSD work: All exchanges, replacements, issue of credit notes, issue of gifts, receiving
products for alteration, delivering them back to the customers after alteration, keeping
all the registers up-to date, are done at the Customer Service Desk (CSD) point.
 Handling Grievances: Handling complains and grievances of the customers, taking
care of the decorum of the store and providing the aggrieved customers with a feasible
solution are another important aspect of handling the CSD.

Additionally, I have also voluntarily participated in the following activities:

 Receiving of Stock: A GRN (Goods Received Note) is made on the event of receiving
new stock. Each carton (called handling unit) is opened in the presence of a SLP
(Security and Loss Prevention) officer and each unit is individually scanned before
encoding and being sent to the floor for sale.
 Billing: The main point of revenue generation of the store is the billing counter. Here
customers come with their chosen products which are scanned, coupons and offers are
applied and communicated to the customer, new coupons are issued and products are
handed over to customers after a successful payment.
 Know the Process of KPI:- I know the KPI Process of Zudio. Our Store Manager
serve us all information about KPI process and Technique. I know Delta, per Square
Foot sale, Conversion Rate, UPT etc. and also the calculation method of this KPI
Process.

40
41
 CONCLUSION
This project helped me to gather a lot of knowledge about the factors that influence the
shopping behavior of the customers of Zudio Rangoli Mall.

It gave me an opportunity to work in retail industry and understand the processes that are
carried on within the store to ensure a smooth supply and availability of products that are in
demand to the customers.

The project also helped me to enhance my communication skills and boosted my confidence
of addressing and handling queries and objection to a great extent.

42
 BIBLIOGRAPHY

 https://trentlimited.com/
 https://www.tata.com/business/trent
 www.allprojectreports.com/...Projects/Marketing-Project.../Retail-
Marketing-in-India

 http://shodh.inflibnet.ac.in/bitstream/123456789/827/3/03_literature
%20review.pdf
 www.vault.com/industries-professions/industries/retail.aspx

43
 ANNEXURE

Survey QUESTIONNAIRE
SECTION A

1. At what interval do you visit Reliance Trends Axis Mall?

a. Weekly b. Monthly c. During special offer period
d. During festivals e. Yearly

2. What makes you shop at Reliance Trends Axis Mall?

a. Fashion & Life Style b. Family and Friend’s Influence
c. Influence of Media d. Shopping Experience of an Organized Retail
e. Discounts / Promotional Schemes

3. Which section of Reliance Trends Axis Mall provides the best shopping experience?
a. Men’s Casual and Ethnic Section b. Men’s Formal Section
c. Women’s Western Section d. Women’s Ethnic Section e. Kids Section
f. Accessories

4. Which brands do you prefer the most, within Reliance Trends Axis Mall?
a. In-house Brands b. External Brands c. No preference

5. Which brand do you prefer most among In-House brands?

a. Avaasa b. Avantra c. Disney d. DNMX e. Fig f. fusion g. John Players
h. KG Frendz i. Lee Cooper j. Matchitt k. Net Play l. Performax m. Rio Girls
n. Piont Cove o. Samav p. Team Spirit

6. Which brand do you prefer among the EB brands?

a. Aurelia b. Axe c. Basics d. Crimsoune Club e. Engage f. Fashion Tadka
g. Flormar h. Flying Machine i. Fogg j. Go Colours k. Graphite l. Indian Terrain
44
m. JDY n. Jewelz o. Jive p. Jockey q. Juniper r. Killer s. Kraus t. KS
u. Lakme v. Manish Creations w. Maybelline x. Mirabelle y. Monte Blanco
z. Nivea aa. Onn ab. Parx ac. Pepe Jeans ad. Peter England ae. Produkt
af. Proline ag. Rangriti ah. Recap ai. Sin aj. Souchii ak. Stoln al. Sugar
am. Turtle an. US Polo Assn ao. Vero Moda

7. How much do you spend (in INR) while shopping at RELIANCE TRENDS Axis Mall,
annually?
a. Less than 10,000 b. 10,000 to 20,000 c. 20,000 to 30,000
d. 30,000 to 40,000 e. 40,000 to 50,000 f. 50,000 to 60,000
g. More than 60,000

8. Your valuable opinion for the following statements (tick in the appropriate box for
each statement)

Statement Highly Dissatisfied Neutral Satisfied Highly

Dissatisfied Satisfied

Range of Products

Promotional offers/ Schemes

Shopping Ambience

Affordability of Products

Staff Behavior

Billing Process

Customer Service Desk

Exchange / Return Policy

9. How is the shopping experience at Reliance Trends Axis Mall compared to other
Reliance Trends outlets?
a. Much Worse b. Little Worse c. Same as Other Trends Outlets
45
d. Little Better e. Much Better

10. Being a consumer of RELIANCE TRENDS Axis Mall, will you recommend this
outlet to others?
a. No b. May Be c. Yes

SECTION B

10. Age group:

a. Below 18 years b. 19 - 24 years c. 25 – 30 years d. 31 – 36 years

e. 37 – 42 years f. 43 – 48 years g. 49 – 54 years h. 55 – 60 years
i. More than 60 years

12. Gender: a. Male b. Female c. Other

46