A

PROJECT REPORT
ON

“A STUDY ON MARKET ANALYSIS AND CUSTOMER

ENGAGEMENT STRATEGIES TOWARDS SHREE RADHE MORE
MAN’S READYMADE STORE “

Submitted by:

BHIMANI NISHANT B.

TY B.B.A (MARKETING)
(ROLL NO-07)

Guided by:

DR. ZAKIR A PATEL

[Prof, Marketing]

Submitted to:

NARAN LALA COLLEGE OF COMMERCE AND MANAGEMENT, NAVSARI

Veer Narmad South Gujarat University, Surat

APRIL 2023-24
 COLLEGE CERTIFICATE

This is to certify that MR. NISHANT BHIMANI, student of TY BBA Marketing has
submitted the project report entitled “A STUDY ON MARKET ANALYSIS AND
CUSTOMER ENGAGEMENT STRATEGIES TOWARDS SHREE RADHE MORE
MAN’S READYMADE STORE” in the partial fulfillment of the requirement for the
degree of Bachelor of Business Administration from Naranlala College of Commerce and
Management, Navsari (VNSGU, Surat).

------------------------- -----------------------

Dr. Zakir A Patel Dr. C. H. Desai

(Guide, Marketing) (Principal, NLCCM)

i
 DECLARATION

I, the undersigned, MR. NISHANT BHIMANI, hereby declare that this project work
entitled “A STUDY ON MARKET ANALYSIS AND CUSTOMER ENGAGEMENT
STRATEGIES TOWARDS SHREE RADHE MORE MAN’S READYMADE
STORE” is my own work and is not submitted to any other University or Institution for
any other purpose. This is purely meant for academic purpose only.

__________________

Mr. Nishant Bhimani

T.Y.B.B.A (Marketing)

Exam Seat No. _____

DATE:

PLACE: Navsari

ii
 ACKNOWLEDGEMENT

With great pleasure I acknowledge, all the persons who helped me in guiding and preparing
my project work. It is a regard to all those who rendered their valuable support to make this
project successful. First of all I would like to thank God who gave me so much supportive
parents, friends, professors, then I would like to thank my management of my college,
Naranlala College of Commerce and Management, Navsari.

I am greatly thankful to Mr. Z. A. Patel, the guide and H.O.D of Marketing subject,
NLCCM, Navsari. He had been a constant source of inspiration and helped me throughout
the project with his best knowledge to sharpen my knowledge about the subject.

And last but not the least, I would like to thank all the respondents and my friends, who
directly of indirectly helped me by spending their valuable time for filling the questionnaire
and gave important information for my study.

Mr. Nishant Bhimani

iii
 LIST OF CONTENT

COLLEGE CERTIFICATE I
DECLARATION II
ACKNOWLEDGEMENT III

CHAPTER TITLE PAGE NO.

NO.

1 INTRODUCTION 1

1.1 RETAIL INDUSTRY 2

1.2 ORGANIZED V/S UNORGANIZED RETAIL IN INDIA 5

1.3 EVOLUTION OF RETAIL INDUSTRY 6

1.4 CONTRIBUTION OF RETAIL INDUSTRY 7

1.5 SWOT ANALYSIS OF RETAIL INDUSTRY 7

1.6 CHALLENGES FACED BY THE RETAIL SECTOR 12

1.7 WHAT IS CUSTOMER ENGAGEMENT 13

2 REVIEW OF LITRATURE 20

3 RESEARCH METHODOLOGY 25

3.1 WHAT IS RESEARCH METHODOLOGY 26

3.2 SCOPE OF THE STUDY 26

3.3 OBJECTIVE OF RESEARCH 27

3.4 SAMPLING DESIGN AND SIZE 27

4 DATA ANALYSIS 28

5 CONCLUSION AND FINDINGS 67

6 BIBLIOGRAPHY 70

APPENDIX (QUESTIONARIE) 72

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TABLE NO. TITLE OF THE TABLE PAGE NO.
4.1 Age Groups of Respondents 29
4.2 Occupation of Respondents 31
4.3 Purchase men’s clothing locally 33
4.4 Familiar with Radhe more men’s wear 35
4.5 Specific feature or service have Radhe more men’s wear 37
excel
4.6 Radhe more men’s wear update or introduce 39
products/services compared to its competitors
4.7 Price at Radhe more men’s wear compared to other local 41
stores
4.8 Variety of men’s clothing option at Radhe more men’s wear 43
compared to its competitors
4.9 Factor sets Radhe more men’s wear apart from its local 45
competitors
4.10 Radhe more men’s wear understand and meet customer 47
needs
4.11 Effectiveness of Radhe more men’s wear marketing 49
strategies
4.12 Comparing product between Radhe more men’s wear and its 51
competitors
4.13 What a responsive Radhe more men’s wear to customer 53
feedback and suggestions
4.14 Social media platforms do Radhe more men’s wear actively 55
engage with customer
4.15 Loyal towards Radhe more men’s wear 57

4.16 Radhe more men’s wear loyalty programs effective in 59

retaining customer
4.17 You recommend Radhe more men's wear to friends or family 61
4.18 Radhe more men's wear adopt changing market trend 63
4.19 Overall satisfaction of your experience with Radhe more 65
men's wear

v
FIGURE LIST OF THE FIGURE PAGE
NO. NO.
4.1 Age Groups Of Respondents 29
4.2 Occupation Of Respondents 31

4.3 Purchase Men’s Clothing Locally 33

4.4 Familiar With Radhe More Men’s Wear 35

4.5 Specific Feature Or Service Have Radhe More Men’s Wear 37

Excel
4.6 Radhe More Men’s Wear Update Or Introduce Products/Services 39
Compared To Its Competitors
4.7 Price At Radhe More Men’s Wear Compared To Other Local 41
Stores
4.8 Variety Of Men’s Clothing Option At Radhe More Men’s Wear 43
Compared To Its Competitors
4.9 Factor Sets Radhe More Men’s Wear Apart From Its Local 45
Competitors
4.10 Radhe More Men’s Wear Understand And Meet Customer 47
Needs
4.11 Effectiveness Of Radhe More Men’s Wear Marketing Strategies 49
4.12 Comparing Product Between Radhe More Men’s Wear And Its 51
Competitors
4.13 What A Responsive Radhe More Men’s Wear To Customer 53
Feedback And Suggestions

4.14 Social Media Platforms Do Radhe More Men’s Wear Actively 55

Engage With Customer
4.15 Loyal Towards Radhe More Men’s Wear 57

4.16 Radhe More Men’s Wear Loyalty Programs Effective In 59

Retaining Customer

4.17 You Recommend Radhe More Men's Wear To Friends Or 61

Family
4.18 Radhe More Men's Wear Adopt Changing Market Trend 63
4.19 Overall Satisfaction Of Your Experience With Radhe More 65
Men's Wear

vi
 CHAPTER 1

INTRODUCTION

1
 1.1 RETAIL INDUSTRY

Retailers differ from industrial companies in that they do not produce tangible products. They
purchase merchandise from manufacturers in large quantities for resale to consumers at a profit.
The domestic Retail Store industry is mature and highly competitive. Many retailers have been in
business for the better part of a century and thus, have had time to fully cover targeted markets.
These companies must provide desirable products, while managing inventory and controlling
costs, to succeed. From an investment perspective, the sector generally tracks the broader stock
market, on average. Some retail stocks can be volatile, though, making them best suited for short-
term accounts. However, there are a few well-established companies suitable for the conservative
investors.

In the 18th and 19th centuries, and particularly by the 1880s, these stores were plentiful throughout
the United States. In the late 19th and early 20th centuries, Americas business and economic
sectors changed dramatically. Agriculture — which had previously been the dominant business —
was replaced by manufacturing and industry. Oil, steel, textile, and food production in factories
brought new jobs and new standards of living.

Retailing can be traced back to the barter system where exchange of goods took place. With the
evolution of human civilization, the business function has transformed from producer-to-
consumer to business-to-consumer. Thus retailing is an activity which sells products and services
to customers in the final stage of supply chain marketing. It does this by procuring in large scale
quantities from manufacturers and supplying them to customers on a relatively small scale for their
personal consumption or for family. Retailer is a person or agent or agency or company or
organization who is instrumental in reaching the goods or merchandise or services to the enduser
or ultimate consumer. All the efforts of retailers is to manage the business by attracting the
consumers to their stores and make them buy more and make repeat purchase with them.

Retail marketing has an element of eternity in the formats of markets and the ethos. In the post
industrialization era, economies have grown, purchasing power of the people and markets have
grown from strength to strength. Marketing knowledge and strategies have created new styles of

2
markets not as are placement of the old styles but as an addition to the existing. The evolutionary

process of marketing has undergone sea change, still accommodating the old style of traditional
markets. Centuries after organized styles of marketing unorganized marketing is also living by its
side.

 Apparel industry in India Indian Fashion Retail which is currently estimated at Rs 3,61,160
crore (USD 54 billion) will grow at a promising CAGR of 8.1% for next ten years to reach Rs
7,88,532 crore (USD 118 billion) by 2028.

 India’s apparel market will be worth $59.3 billion in 2022, making it the sixth largest in the
world, comparable to the United Kingdoms ($65 billion) and Germanys ($63.1 billion),
according to data from McKinney’s Fashion Scope. The aggregate income of the addressable
population (individuals with more than $9,500 in annual income) is expected to triple between
3
 now and 2025. According to Sanjay Kapoor, founder of Genesis Luxury, an Indian luxury retail
conglomerate, higher incomes are likely to create a whole new class of consumer: “We are moving on
toward the gold collar worker. It’s a term that defines the well-paid, highly paid professionals, who are
happy to look good, happy to feel good, and are expanding the consumption of today.

 Given these dynamics, it is little surprise that more than 300 international fashion brands are
expected to open stores in India in the next two years. But India remains a complex market that
presents challenges as well as opportunities. The apparel business is still largely unorganized,
with formal retail accounting for just 35 percent of sales in 2016. Its share is likely to reach
around 45 percent by 2025still a relatively low proportion.

1.2 Organized v/s Unorganized Retail in India:

 Indian Retail Market Size has been super lucrative for brands across the globe. At $700 billion
the India retail market is under penetrated by a lot of products and services. Unlike developed
markets, the Indian retail market size is dominated with unorganized Mom and
Popstoresserving the nation at large. Of late, ecommerce companies have made major

4
 investments in the country to cater to various categories. With Walmart buying a controlling
stake in India’s leading retailer, Flipkart. The India retail market size should expect a boom
and consumers should soon see products from various categories delivered at their doorstep.
 The unorganized retail market controls around 90% of entire retailing. Only 10% of the market
is served by organized trade players.

1.3 Evolution of Retail Industry:

 Since its birth, modern retail has significantly changed over time. It is hard to imagine many
of the changes that occurred in the 1800s as well as the 1900s as we weren’t alive at that time!
However, some of you might be familiar with some of the changes inthe1970sandthe 1980s.
Just think about how retail has evolved in the last decade. There has been a dramatic increase
in the amount of consumers who shop on computers and mobile devices. Forrester reports that
by 2022 e-commerce sales will represent approximately 17% of total retail sales, up from 13%
in 2017. As a result, retailers are improving their online presences and integrating traditional
brick and mortar and e-commerce experiences for the consumer.
5
 1.4 Contribution of Retail Industry:

 It accounts for over 10% of the country's gross domestic product (GDP) and around eight%
of the employment. India is the world's fifth-largest global destination in the retail space. India
is the world's fifth-largest global destination in the retail space and ranked 63 in World Bank's
Doing Business 2020.
 According to the Department of Industrial Policies and Promotion (DIPP), The Indian Retail
Trading has received Foreign Direct Investment equity inflows totalling 1.66 Billion US Dollar
during April 2000- March-2019.
 As per NSE India's Market Pulse report, net investment by the retail segment in the cash market
stood at ₹86,000 crores of October in 2021.That's a 68% jump over the entire 2020.

1.5 SWOT Analysis of Retail Industry

 The retail industry comes in various forms ranging from digital storefronts, tower squares, and
coffee machines to departmental stores. It plays a significant role in the growth of a country’s
economy. A healthy economy would suggest high production and consumption, and it happens
due to the concentration of retailing.
 Retailing comprises all the activities of the company dealing with the sale of products and
services directly to the end consumer and they buy it for their personal and family use. The
retailer could be institutional and retail and they both have to carry out a great number of small
transactions.
 According to a study in 2019, approximately 50 million Italian people have used the internet,
and the figure is increasing to a great extent. Out of which 93% of the people have online e-
commerce store once on their devices. 77% of the people bought something online in the last
year by using a smart phone or computer.

6
Strengths of Retail Industry:

Location
Prime location plays a significant role in the growth and productivity of any business. If the
location of your retail store is at a crowded place where people come and go all the time.
Naturally, the sale of such retail stores is much higher and it would amplify the income and
revenue stream. Along with the main location of your store, the display and well-lighted place
would further attract the attention of customers. They would definitely visit your store even if
they don’t have to buy anything. If they like it, then they would visit it again and again.

Innovative Sales Techniques

The foot traffic on your store is just one type of random people visiting your establishment,
and some of them would buy anything there. Along with the traditional form of sale, the store
is using its reputation and reviews/testimonies of customers as a marketing technique to
convince them to buy your product or service. The big fonts, flash colors, and catchy slogans
in the store increase the company’s sales.

Relationship Marketing
If the sales staff and the owner develop a positive and friendly professional relationship with
customers, then they can make them do the repetitive purchasing. It means sending them a
newsletter, informing them about the latest offer, and promotional deals. However, when you
timely inform them about your offers, then it would amplify the sales.

Supply Chain Agreement

If the retail store has an effective relationship with its supply chain and they would make sure
the timely availability of products and services at the store. It would be differentiating factors
and offer the store a unique competitive edge. Customers would be confident that the product
or service is available there at the store.
7
Weaknesses of Retail Industry:

 Not Specific
Not specific means that retail store is not focused on one category of product or service. The store
is offering a wide range of products and services to the end customers. However, were living in
world of specialization and niche marketing, and the consumer market is leaving behind the
general offers.

 Limited Industry Experience

The well-experienced and knowledgeable workforce is a great asset to the company. They can
increase the company’s sales, growth, and productivity. The employees working at the company’s
retail store don’t have enough experience to properly deal with the customers and increase the sale.
Resultantly, the conversion rate and overall sale of the company is down to great extent.

 Not Recognized Brand Name

Brand name matters and speaks on your behalf, and it ensures customers that the store is
trustworthy and offers quality products. If your retail store is new and doesn’t have a well-known
brand name, then customers would be reluctant to trust your offers and try out anything. Therefore,
it would take a lot of time and consistency for the customers to trust your products and services.

 Small Store Size

Along with brand name and reputation, the size of the store also matters. If the storage size is small
and could host only a few people and the other people would go to other shops and stores nearby.
However, it’s something that you can’t tackle and deal with because the bigger store would cost
more. It isn’t possible in some places.

8
 Opportunities of Retail Industry:

 Demographic Increment

If your store is only targeting a young audience aged from 18 to 25, male, or female, then it’s a
very limited market demographic. You should consider offering a variety of products and services
to the customers. The variety and wide range would increase your market influence, and it would
attract more people and bring them to the store.

 E-commerce Trend

The pandemic has e-commerce business and online shopping trends. Businesses and companies
that had their e-commerce store in place, sales increased to a great extent. If the retail store works
on launching an e-commerce store and promoting it on social media, then it would amplify the sale
to a great extent.

 Geographic Expansion

Another benefit of an e-commerce store is that it would allow the retail store to expand
geographically. The geographic expansion would be a huge plus point and you can sell your
products/services anywhere from one place across the globel. You should also consider launching
the same types of retail stores in the other cities, where the market saturation rate is low. it’s a step-
by-step process, and it would increase sales and profitability.

 Backward Integration

Backward integration means acquiring the supply chain or the manufacturer in order to stabilize
their market position. Many successful companies follow the backward integration strategy, it
would allow them to gain control over the supply chain and make sure the availability of the
product all the time in the store.

9
Threats to Retail Industry:

 Location

It’s no doubt prime location points offer advantages to any business, but the cost of the prime
location is very high. Relocating your business to the new location would cost you a lot, and it
doesn’t guarantee that your business would make the same profit whatever competitors are making
it. All of your investment would go to dump if the store doesn’t make any profit.

 High Rental Cost

The rental cost is increasing for the past few years, and it has decreased the profit margin of the
store to a great extent. The store owner has got no other choice, but to pay it, because if it doesn’t,
then the other businesses would be willing to pay for the same spot.

 Exchange Rate

If your retail store has also got an online store and distributing its products/services in the other
countries. It means that the store is dealing with various types of currencies, and that’s where the
role of exchange rate comes into play. Different currency exchange rates on various days would
impact your profitability greatly.

 Changing Trends

The other uncontrollable factor is the changing market trends and customer preferences. For
instance, you’ve made a huge investment and filled your store with a product that the customers
either don’t want or it’s out of fashion. Your acquisition and investment in the store would be a
great loss.

10
 1.6 Challenges Faced by the Indian Retail Sector

Even though the retail sector in India has a lot to offer regarding opportunities and prospects of
business growth, still it is susceptible to various impediments/bottlenecks which may slow down
the pace of growth. Several challenges such as infrastructural limitations, rigid or stringent
regulations, political uncertainties, etc. may restrict the growth prospects and pose a lot of hurdles.
Some of the major challenges which Indian retail industry is faced with are:

 Competing with the international standards

 Indian retail industry is exposed to several systemic inefficiencies and problems with the
supply chain framework.
 Indian retail outlets operate in a constrained space of below 500 sq. ft., which is too small as
per the international retail outlet space standards.
 Growth in the retail industry has given rise to real estate related problems with increasing
requirements for setting up hypermarkets and supermarkets across various locations inlarge
scale.
 Problems related to the short age or lack of availability of trained or skilled manpower.
 Frauds in the form of thefts, vendor frauds or administrative loopholes in the retail industry,
are a major cause of worry and this has posed several challenges before the management.
 Infrastructural and logistics related issues.

11
 1.7 What is customer engagement?

 Customer engagement is the process of getting potential customers to buyyour

products. A strong customer engagement strategy:

1) Attracts leads,

2) Nurtures them until they become sales-ready,

3) Converts them into customers

12
COMPANY OVERVIEW

SHREERADHEMOREMAN’SREADYMADE STORE

 Shree Radhe More Man’s wear store is a readymade men’s store located in Navsari city which
was established on 21st December 2021.

 The store is owned by Mr.Sanjay Khatnani and it is located at dudhiya talav,near BaldevPan Shop
Nagarwad in Navsari city.

13
Name of the store SHREE RADHE MORE MAN’S WEAR

Owned by Sanjay Khatnani Store

Address: Dudhiya Talav, Near BaldevPan Shop Nagarwad, NavsariGujarat,396445

Contact Details: +918000010366

Revenue: 65,000permonth

The shop is primarily selling various kinds of clothes which includes Jeans, Shirts, T-shirts, shirt,
Cotton Cargo, Trousers, Track pants, Chinos Apart from these they are also selling other man’s
accessories including Belts, Wallet, etc.

14
 SWOT ANALYSIS OF SHREE RADHE MORE MAN’S WEAR
READYMADE STORE

Strengths of Shree Radhe More Man’s Wear Readymade Store

1. Expertise customer service skills.

2. Well known locally

3. Good Location in main market

Weaknesses of Shree Radhe More Man’s Wear Readymade Store

1. Lack of E-commerce Expertise

2. Limited Storage space

3. Unable to keep customer in touch

Opportunities of Shree Radhe More Man’s Wear Readymade Store

1. Online sale store and broader market

2. Increase product range

3. Add new support service

4. Know customer expectation in deep

Threats of Shree Radhe More Man’s Wear Readymade Store

1. Parking Restrictions

2. Competitive online players

3. Lack of variety of products

15
 UNDERSTANDING PROBLEMS OF SHREE RADHE MORE MAN’S
WEAR STORE

Managing a men's clothes store can come with a number of difficulties. The following are some
typical issues that you might run into:

1. Market competition: The fashion business is highly competitive. You'll need to discover a
strategy to set your store apart from the competition in terms of appearance, cost, or level of
customer care. In the same area there are various man’s wear stores which sales probably same
products. The area consist of some stores alike Perfect Zone, Richie Rich Men’s, Harry, Spyker,
Arihant Collection, Kamal Shop and Style.

2. Trend and fashion: The continual shift in fashion trends is one of the biggest problems it
faces. What's in style one season could not be in style the following future. It can take a lot of
effort and requires a great eye for the future to keep up with the most recent fashion trends as a
shop owner.

3. Seasonal variation: Men's fashion may be very seasonally dependent, with demand for
various clothing items changing throughout the year. The seasonal variation is also one of the
biggest problems it faces. It can take a lot of effort and requires a great eye for the to keep up with
the most recent fashion trends as a shop owner. products as per religious rituals and seasonal
pattern such as traditional Kurtas, kediyas that people use to wear in festivals such as Diwali,
Navratri, Ganeshotsav, and traditional functions such as weddings. In winter season, people would
like to wear funky jackets and hoodies.

4. Marketing and Branding: To draw in and keep customers, it's crucial to have a strong brand
and sell your products well. It's crucial to effectively promote your men's clothing store and
maintain relevance in the modern world. To reach your target audience, you must invest in
marketing tactics like social media, email marketing, holdings, news-paper advertisements,
pamphlets and possibly influencer partnerships.

16
5. Online competition: You must think about your online presence and how to compete with
online shops because e-commerce and online purchasing have become more popular. E- commerce
platforms like Myntra, Meesho, Ajio, Shoppers Stop and Reliance Trend all these online platforms
are well known in customers. As soon as customer visits these platforms, they can find varieties
of options with different prices compare to offline physical stores.

1.8 OPPORTUNITIESFORSHREERADHEMAN’SWEARSTORE

1. Diverse Product Range: Provide a broad selection of men's clothing, including sportswear,
formal wear, business attire, casual wear and seasonal wear. To draw in a diverse customer base,
cater to various age groups and style preferences.

2. Specialization: Your store might stand out from rivals by specializing in a certain market
niche. If you decide to concentrate on custom suits, for instance, you can offer a tailored experience
where clients can choose fabrics, designs, and specifics for a one-of-a-kind suit. This specialty
may draw customers looking for a distinctive and personalized clothing.

3. Online Presence: In today's retail environment, having a strong online presence is essential.
Customers can shop from the convenience of their homes using a well-designed website with e-
commerce features. Your audience may be engaged on social media, you can exhibit new products
and run digital marketing initiatives to increase both online and offline visitors.

4. Visual Merchandising: The way you present your goods in-store has a big impact on sales.
Display your best-selling items, seasonal collections, or ensembles with a theme in eye-catching
ways. Make eye-catching window displays to entice customers into your store.

5. Matching group printing: India is a country with diversity. Everyone follows different
religions and believes in different rituals. For different festivals and functions people prefer to
show grouping by matching their attires. For an instance, Ganesh Chaturthi and Visarjan, Navratri,
and functions like weddings Indian families prefer to match their attire to show unity. So shop
owner can find 38 opportunity in printing the grouping t-shirts, Kurtas, shirts, sports and wedding
outfits as per the orders.

17
6. Personalization: Giving customers the option of made-to-measure items and tailoring services
enables them to have apparel that fits them exactly. People value the attention to detail and the
ideal fit they receive, so expert tailoring and individualized fittings can help you develop a devoted
clientele.

7. Omni channel Retailing: Customers have more options when your physical store and online
presence are integrated. Give online customers the option to pick up their products in-person or
return them. The convenience and consumer satisfaction are improved by this strategy.

18
 CHAPTER 2
LITERATURE REVIEW

19
(Ozata &Lujja, 2017) studied the consequences of consumer engagement in brands which are present
on social networking sites. The study used a quantitative research design (questionnaire) to collect data
from university students. Facebook was chosen as a case for this study and four consequences of
consumer engagement were found. The first was Brand Loyalty i.e. a consumer’s preference to buy a
single brand in a given product class. Consumer engagement was found to contribute to brand loyalty
through repeated customer purchase, customer retention and brand experience which lead to enhanced
brand loyalty. The second consequence was Brand Satisfaction i.e. the degree to which a business’s
product or service performance matches up to the customer’s expectations. Consumer engagement was
therefore considered to be an important factor leading to brand satisfaction because it enabled
consumers and brands to interact in an online platform. The third consequence was that of Brand
Commitment i.e. an emotional sense of attachment to a brand. Engaged consumers were found to be
most likely committed to a given brand due to the constant patronage and interactions with the brand
especially if the right engagement platform is used.

(Ramzan & Syed, 2018) aimed to investigate the influence of content based social media marketing on
customer loyalty and their motivation to share the content by generating customer engagement. 200
people who were the users of social media were selected as respondents and the analysis revealed that
content based marketing played a major role in generating consumer engagement which ultimately lead
to customer loyalty and motivated consumers to share content. Several academic implications were also
drawn which showed that content based social media marketing not only lead to customer engagement
but also improved e-marketing effectiveness. The limitation of this study was that it focused only on
online content based social media marketing in generating customer engagement and did not take into
consideration other social media strategies.

(Susana Azevedo and Madalena Pereira and Jo~ ao Ferreira and Vilma Pedroso 2008) Consumer
behaviour research is the scientific study of the processes consumers use to select, secure, use and
dispose of products and services that satisfy their needs. Knowledge of consumer behaviour directly
affects marketing strategy (Anderson et al, 2005). This is because of the marketing concept, i. e., the
idea that firms exist to satisfy customer needs Firms can satisfy those needs only to the extent that they
understand their customers.

20
(Zyminkowska & Katarzyna, 2015) studied the factors affecting Customer Engagement Behaviour in
the fashion sector. Fashion has an important contribution to ecommerce sales and is one of the most
involving product category due to high 46 customer engagement. This paper extended the present
knowledge on Customer Engagement Behaviour, its antecedents and other managerial related concepts.
A case study research method was used to identify customer engagement in this sector. The factors were
found out to be Customer Feedback, which refers to co-creation of value in one-to-one interactions
between the firm and consumers. Another factor was that of customization which refers to customers
participating in personaling the product. Word of Mouth i.e. a customer’s communication about a firm,
brand or product to someone else was identified as the third factor. Finally, website design and interface
was found to be another important factor in generating customer engagement.

(Abeysekara& Safwa, 2016) described the meaning of social media marketing and how it is related to
consumer engagement. The study tried to find out what kinds of posts generate customer engagement,
the factors which influence customer engagement and the relationship of social media marketing and
customer engagement. The findings of the study revealed that factors have a significant impact on
customer engagement: Vividness, Interactivity, Description of a product (new release dates and product
descriptions) and Entertainment. The results also demonstrated that media and content posts exerted a
significant effect on a customer’s engagement online. It was concluded that higher the influence of
social media marketing, higher is the customer engagement. It was thus International Journal of Creative
Research Thoughts (IJCRT) www.ijcrt.org 3114 also concluded that social networking sites encourage
a two-way communication between firms and customers and hence marketers should be more cautious
on what they post online as this is more likely to influence customers.

(John Biggam 2008), Collecting literature sources is an accumulative process that requires patience
and perseverance in equal measure. Seeking out and unearthing literature sources is also an investigative
skill. Whereas Prof. Kumar B. Pawar, April 2019 states that A brief literature would be of immense
help to the researcher in gaining insight into selected problem. The researcher would gain good
background knowledge of the problem by reviewing certain studies. A reference to these entire studies
will be related in the contest of the shaping the present study.

21
(Chitsimran & Parasmehak, 2020) aimed to help organizations in improved comprehension of why
they need to include customers via social media and in what manner they can viably accomplish this.
The analysis showed the preference of social media platforms among the youth and it was found out
that the popular social media sites like Facebook and Instagram were the most prevalent among the
youth to link them self with the different brands. The results also discussed the types of posts preferred
by millennials and their preferred frequency of these posts on social media. It was thus concluded that
46.7% youth agree that a brand is able to create 47 engagement and involvement with their post over
the social media, 21.5% of youth were neutral toward such involvement with brands over social media
posts and 20.3% strongly agreed with the involvement.

(Jayasingh & Sudarsan, 2019) identified the determinants of customer brand engagement behaviour
on Facebook brand pages and its impact on generating brand loyalty. This study explained the reasons
why consumers are engaged in Facebook brand pages. The data of a Facebook brand’s page activities
of about 100 brands was collected using a social media evaluation tool and a questionnaire was used by
the researcher to conduct quantitative research. The findings were that mobile, computer and airlines
brand categories exhibited higher engagement rates as compared to electronics, restaurant and retail
brands. Information seeking(IS) was found to be the main determinant for consumers’ engagement
behaviour in Facebook brand pages. Economic benefits and Social influence were also found to
stimulate the participation of consumers on social networking sites. The results also showed that there
was a strong relationship between engagement and brand loyalty. The followers of the Facebook brand
page who found the page entertaining exhibited a higher engagement rate.

(Lee, Eun-Jung, Park Jung Kun Park, Jung Kun 2005), Online service personalization for apparel
shopping.” This study explores the dynamics of online service personalization in the online apparel
retailing context, with regard to customers’ actual online shopping activities, this study empirically
present the dynamics of online service personalization in the context of online apparel retailing. Also,
the results show that customer online shopping experiences may impact on their online service
personalization attitudes. Theoretical and managerial implications are also discussed regarding online
service management. Based on the results, Internet-based apparel retailers may benefit from developing
various types of personalization services by enhancing shopping intentions of their customers, in
particular, of those who are loyal to the retailers.

22
(Solomon and Rabolt 2009) fashion refers to a style that is accepted by a large group of people at a
particular time. However, the terms fashion and style have a 48 different meaning. In apparel, a style is
a special combination of attributes which differentiates it from others in its category. New Styles are
created and styles can be adapted, every now and then a style can become fashion if it is accepted by
enough consumers

(Cowart, Kelly O. Goldsmith, Ronald E. 2001),The influence of consumer decision-making styles on

online apparel consumption by college students”. Apparel purchases now constitute one of the fastest-
growing segments of e-commerce. Thus, there are strong theoretical and managerial reasons to better
understand consumer characteristics associated with buying apparel online. This paper investigates
motivations for online apparel consumption using the Consumer Styles Inventory. Data from a sample
of college students showed that quality consciousness, brand consciousness, fashion consciousness,
hedonistic shopping, impulsiveness and brand loyalty were positively correlated with online apparel
shopping. Price sensitivity was negatively correlated with online spending

(Bowden, Gabbott, & Naumann, 2014) studied customer disengagement, its triggers, nature and
process by which it unfolds. This study presented the findings through a qualitative research by
conducting in-depth interviews. From the analysis of the study, it was found that rather than being
mutually exclusive, engagement and disengagement were highly connected and prior levels of customer
engagement significantly influenced a customer’ subsequent propensities to disengage. Customers’
propensity towards disengagement was also found to be higher in services which were considered F/U
in nature and lower in services of a more P/C nature. Also, the extent to which customers disengaged
from their relationship was strongly determined by their prior engagement levels with weak engagement
for F/U services and strong engagement for P/C services. Relationships in the F/U category were
transactional and volatile when they were compared to relationships within the P/C category that were
found to be comparatively emotionally bonded and enduring.

23
 CHAPTER 3
RESEARCH METHODOLOGY

24
3.1 WHAT IS RESEARCH METHODOLOGY?

 A science of studying how research is done scientifically

 A way to systematically solve the research problem by logically adopting various steps

 Methodology helps to understand not only the products of scientific inquiry but the
process itself

 Aims to describe and analyze methods, throw light on their limitations and resources,
clarify their presuppositions and consequences.

3.2 Scope of the research

The scope of this study is centered around addressing the challenges faced by Shree Radhe
More Man’s Wear, a men’s clothing store in Navsari, Gujarat. The key focus areas include
understanding the local competition, analyzing monthly sales trends, gaining insights into
the customer base, evaluating current marketing strategies, and developing effective ways
to engage customers. Additionally, the study will explore practical solutions for the
parking issues around the store. By delving into these aspects, the research aims to provide
Shree Radhe More Man’s Wear with actionable recommendations to enhance its
competitiveness, increase sales, attract new customers, and tackle parking challenges. The
scope is tightly tailored to the specific needs of the store, ensuring that the findings and
suggestions are directly applicable to its unique situation, fostering positive changes and
growth.

3.3 OBJECTIVE OF RESEARCH:-

 To Study customer satisfaction towards radhe more men’s wear.
 To Study customer interest and engagement towards radhe more men’s wear

25
Research Design:

The study will employ a Descriptive Research Design, focusing on providing a detailed analysis
of the current market and customer engagement situation at Shree Radhe More Man’s Wear.

Data Collection:

The primary data collection method will be through structured questionnaires. The
questionnaires will be designed to gather quantitative information from customers regarding
their preferences, shopping patterns, and satisfaction levels.

3.4 Sampling Design and Size:

Population: Customers of Shree Radhe More Man’s Wear.

Sampling Technique: Simple random sampling.

Sample Size: Approximately 100 customers, ensuring a representative snapshot of the

customer base.

Data Analysis: Quantitative data collected through questionnaires will be analyzed using
statistical tools such as percentages and averages.

26
 CHAPTER 4
DATA ANALYSIS

27
Q.1 AGE
A) UNDER 18
B) 18 -24
C) 25 - 34
D) 35 - 44
E) 45 - 54

RESPONSE:-
TABLE 4.1 AGE
AGE FREQUENCY
UNDER 18 0
18 -24 26
25 - 34 67
35 - 44 6
45 - 54 1
TOTAL 100

GRAPH:-
0%
1%
6%

26% UNDER 18
18 - 24
25 - 34
35 - 44
45 - 54

67%

FIG 4.1 AGE

28
ANALYSIS:-

AGE FREQUENCY
UNDER 18 0%
18 -24 26%
25 - 34 67%
35 - 44 6%
45 - 54 1%
TOTAL 100

INTERPRETATION: -
 0% respondents are under 18.
 26% respondents are between 18 – 24.
 67% respondents are between 25 – 34.
 6% respondents are between 35 – 44.
 1% respondents are between 45 – 54.

29
Q.2 OCCUPATION
A) EMPLOYED
B) SELF-EMPLOYED
C) UNEMPLOYED
D) OTHER

RESPONSE:-
TABLE 4.2 OCCUPATION
OCCUPATION FREQUENCY

EMPLOYED 81

SELF-EMPLOYED 13

UNEMPLOYED 4

OTHER 0

TOTAL 100

GRAPH:-

0%
4%

13%

EMPLOYED
SELF-EMPLOYED
UNEMPLOYED
OTHER

81%

FIG 4.2 OCCUPATION

30
ANALYSIS:-

OCCUPATION FREQUENCY

EMPLOYED 81%

SELF-EMPLOYED 13%

UNEMPLOYED 4%

OTHER 0%

TOTAL 100

INTERPRETATION:-
 81% respondents are employed.
 13% respondents are self-employed
 4% respondents are unemployed
 0% respondents are other

31
Q.3 HOW FREQUENTLY DO YOU PURCHASE MEN’S CLOTHING LOCALLY ?
A) VERY FREQUENTLY
B) FREQUENTLY
C) OCCASIONALLY
D) RARELY
E) NEVER

RESPONSE:-
TABLE 4.3 PURCHASE MEN’S CLOTHING LOCALLY
PURCHASE MEN’S CLOTHING RANK FREQUENCY
LOCALLY
VERYFREQUENTLY 5 64
FREQUENTLY 4 27
OCCASIONALLY 3 9
RARELY 2 0
NEVER 1 0
TOTAL 100

GRAPH:-

0% 0%

9%
VERY FREQUENTLY
FREQUENTLY

27% OCCASIONALLY

64% RARELY
NEVER

FIG 4.3 PURCHASE MEN’S CLOTHING LOCALLY

32
ANALYSIS:-

PURCHASE MEN’S SCORE MEAN PERCENTAGE

CLOTHING LOCALLY

VERYFREQUENTLY 320 64%

FREQUENTLY 108 4.55 27%
OCCASIONALLY 27 9%
RARELY 0 0%
NEVER 0 0%
TOTAL 455 100

INTERPRETATION: -
 Respondents are very frequently purchase men's clothing locally.

33
Q.4 ARE YOU FAMILIAR WITH RADHE MORE MEN’S WEAR?
A) VERY FAMILIAR
B) SOMEWHAT FAMILIAR
C) NEUTRAL
D) NOT VERY FAMILIAR
E) NOT FAMILIAR AT ALL

RESPONSE:-

TABLE 4.4 FAMILIAR WITH RADHE MORE MEN’S WEAR ?

FAMILIAR WITH RADHE RANK FREQUENCY
MORE MEN’S WEAR
VERY FAMILIAR 5 65

SOMEWHAT FAMILIAR 4 14
NEUTRAL 3 19
NOT VERY FAMILIAR 2 1

NOT FAMILIAR AT ALL 1 1

TOTAL 100

GRAPH:-

1% 1%

19%
VERY FAMILIAR
SOMEWHAT FAMILIAR
NEUTRAL
14% NOT VERY FAMILIAR
65%
NOT FAMILIAR AT ALL

FIG 4.4 FAMILIAR WITH RADHE MORE MEN’S WEAR ?

34
ANALYSIS:-

FAMILIAR WITH RADHE SCORE MEAN PERCENTAGE

MORE MEN’S WEAR
VERY FAMILIAR 325 65%

SOMEWHAT FAMILIAR 56 4.41 14%

NEUTRAL 57 19%
NOT VERY FAMILIAR 2 1%

NOT FAMILIAR AT ALL 1 1%

TOTAL 441 100

INTERPRETATION:-
 Respondents are somewhat familiar with radhe more men's wear

35
Q.5 WHICH SPECIFIC FEATURE OR SERVICE DO YOU THINK RADHE MORE MEN’S
WEAR EXCEL IN IF ANY ?
[ ] QUALITY OF CLOTHING
[ ] CUSTOMER SERVICE
[ ] PRICING
[ ] LOYALTY PROGRAMS
[ ] OTHER

RESPONSE:-
TABLE 4.5 SPECIFIC FEATURE OR SERVICE HAVE RADHE MORE MEN’S WEAR
EXCEL

SPECIFIC FEATURE OR SERVICE HAVE FREQUENCY

RADHE MORE MEN’S WEAR EXCEL
QUALITY OF CLOTHING 47
CUSTOMER SERVICE 44
PRICING 23
LOYALTY PROGRAMS 18
OTHER 17
TOTAL 149

GRAPH:-

OUALLITY OF CLOTHING
47

CUSTOMER SERVICE
44

PRICING
23

LOYALTY PROGRAMS
18

OTHER
17

0 5 10 15 20 25 30 35 40 45 50

FIG 4.5 SPECIFIC FEATURE OR SERVICE HAVE RADHE MORE MEN’S WEAR
EXCEL
36
ANALYSIS:-

SPECIFIC FEATURE OR SERVICE DO YOU PERCENTAGE

THINK RADHE MORE MEN’S WEAR EXCEL
QUALITY OF CLOTHING 31%

CUSTOMER SERVICE 30%

PRICING 16%

LOYALTY PROGRAMS 12%

OTHER 11%

TOTAL `100

INTERPRETATION:-
 31% Of Respondents Are Choose Quality of Clothing Feature.
 30% Of Respondents Are Choose Customer Service Feature.
 16% Of Respondents Are Choose Pricing Feature.
 12% Of Respondents Are Choose Loyalty Programs Feature.
 11% Of Respondents Are Choose Other Feature.

37
Q.6 HOW OFTEN RADHE MORE MEN’S WEAR UPDATE OR INTRODUCE NEW
PRODUCTS/SERVICES COMPARED TO ITS COMPETITORS ?
A) REGULARLY
B) OFTEN
C) OCCASIONALLY
D) RARELY
E) NEVER

RESPONSE:-

TABLE 4.6 RADHE MORE MEN’S WEAR UPDATE OR INTRODUCE NEW

PRODUCTS/SERVICES COMPARED TO ITS COMPETITORS?
COMPARE PRODUCT RANK FREQUENCY
REGULARLY 5 67
OFTEN 4 19
OCCASIONALLY 3 10
RARELY 2 3
NEVER 1 1
TOTAL 100

GRAPH:-

3% 1%
10%

REGULARLY
OFTEN

19% OCCASIONALLY

67% RARELY
NEVER

FIG 4.6 RADHE MORE MEN’S WEAR UPDATE OR INTRODUCE NEW

PRODUCTS/SERVICES COMPARED TO ITS COMPETITORS
38
ANALYSIS:-

COMPARE PRODUCT SCORE MEAN PERCENTAGE

REGULARLY 335 67%
OFTEN 76 4.48 19%
OCCASIONALLY 30 10%
RARELY 6 3%
NEVER 1 1%
TOTAL 448 100

INTERPRETATION:-
 The mean 4.48 suggest that radhe more men’s wear often update new product.

39
Q.7 HOW DO YOU FIND THE PRICE AT RADHE MORE MEN’S WEAR COMPARED TO OTHER
LOCAL STORES ?
A) EXTREMELY COMPETITIVE
B) VERY COMPETITIVE
C) COMPETITIVE
D) LESS COMPETITIVE
E) NOT COMPETITIVE

RESPONSE: -

TABLE 4.7 PRICE AT RADHE MORE MEN’S WEAR COMPARED TO OTHER LOCAL
STORES

PRICE AT RADHE MORE RANK FREQUENCY

MEN’S WEAR
EXTREMELY COMPETITIVE 5 59
VERY COMPETITIVE 4 16
COMPETITIVE 3 13
LESS COMPETITIVE 2 8
NOT COMPETITIVE 1 4
TOTAL 100

GRAPH: -

Sales
4%
8%
NOT COMPETITIVE
13% LESS COMPETITIVE
COMPETITIVE
59%
VERY COMPETITIVE
16%
EXTREMELY COMPETITIVE

FIG 4.7 PRICE AT RADHE MORE MEN’S WEAR COMPARED TO OTHER LOCAL STORES

40
ANALYSIS: -
PRICE AT RADHE SCORE MEAN PERCENTAGE
MORE MEN’S WEAR
EXTREMELY COMPETITIVE 295 59%

VERY COMPETITIVE 64 4.18 16%

COMPETITIVE 39 13%

LESS COMPETITIVE 16 8%

NOT COMPETITIVE 4 4%

TOTAL 418 100

INTERPRETATION: -
 The Mean Suggest That Price at Radhe More Men’s Wear Is Very Competitive.

41
Q.8 HOW THE VARIETY OF MEN’S CLOTHING OPTION AT RADHE MORE MEN’S WEAR
COMPARED TO Its COMPETITORS?
A. EXCELLENT
B. GOOD
C. AVERAGE
D. BELOW AVERAGE
E. POOR

RESPONSE: -
TABLE 4.8 VARIETY OF MEN’S CLOTHING OPTION AT RADHE MORE MEN’S
WEAR COMPARED TO IT’S COMPETITORS

VARIETY OF MEN’S CLOTHING RANK FREQUENCY

EXCELLENT 5 70
GOOD 4 22
AVERAGE 3 6
BELOW AVERAGE 2 2
POOR 1 0
TOTAL 100

GRAPH: -

0%
2%
6%

EXCELLENT

22% GOOD
AVERAGE
BELOW AVERAGE
70%
POOR

FIG 4.8 VARIETY OF MEN’S CLOTHING OPTION AT RADHE MORE MEN’S WEAR
COMPARED TO IT’S COMPETITORS
42
ANALYSIS: -
VARIETY OF MEN’S SCORE MEAN PERCENTAGE
CLOTHING
EXCELLENT 350 70%
GOOD 88 4.60 22%
AVERAGE 18 6%
BELOW AVERAGE 4 2%
POOR 0 0%
TOTAL 460 100

INTERPRETATION: -

 The Mean 4.60 Suggest That the Variety Of Men’s Clothing Is Excellent At Radhe More Men’s Wear.

43
Q.9 WHAT FACTOR SETS RADHE MORE MEN’S WEAR APART FROM IT’S LOCAL
COMPETITORS ?
( ) PRICE
( ) QUALITY
( ) STYLE
( ) OTHER

RESPONSE:-

TABLE 4.9 FACTOR SETS RADHE MORE MEN’S WEAR APART FROM IT’S LOCAL
COMPETITORS ?

FACTORS FREQUENCY
PRICE 62
QUALITY 75
STYLE 18
OTHER 20
Total 175

GRAPH: -

PRICE
62

QUALITY
75

STYLE
18

OTHER
20

0 10 20 30 40 50 60 70 80

FIG 4.9 FACTOR SETS RADHE MORE MEN’S WEAR APART FROM IT’S LOCAL
COMPETITORS
44
ANALYSIS: -
FACTORS PERCENTAGE

PRICE 35%

QUALITY 43%

STYLE 10%

OTHER 12%

Total 100

INTERPRETATION:-
 35% of respondents are choose price factor
 43% of respondents are choose quality factor
 10% of respondents are choose style factor
 12% of respondents are choose other factor

45
Q.10 RATE HOW WELL RADHE MORE MEN’S WEAR UNDERSTAND AND MEET CUSTOMER
NEEDS ?
1) VERY EXCELLENT
2) EXCELLENT
3) NEUTRAL
4) POOR
5) VERY POOR

RESPONSE: -
TABLE 4.10 RADHE MORE MEN’S WEAR UNDERSTAND AND MEET CUSTOMER NEEDS ?

UNDERSTAND AND MEET RANK FREQUENCY

CUSTOMER NEEDS
VERY EXCELLENT 5 48
EXCELLENT 4 32
NEUTRAL 3 17

POOR 2 2
VERY POOR 1 1
TOTAL 100

GEAPH: -

50
45
40
35
30
25 48
20
32
15
10 17
5
2 1
0
VERY EXCELLENT EXCELLENT NEUTRAL POOR VERY POOR

FIG 4.10 RADHE MORE MEN’S WEAR UNDERSTAND AND MEET CUSTOMER NEEDS
46
ANALYSIS: -
UNDERSTAND AND MEET SCORE MEAN PERCENTAGE
CUSTOMER NEEDS
VERY EXCELLENT 240 48%
EXCELLENT 128 4.24 32%
NEUTRAL 51 17%
POOR 4 2%
VERY POOR 1 1%
TOTAL 424 100

INTERPRETATION: -
 The mean 4.24 suggest that radhe more men’s wear excellent understand and meet customer need.

47
Q.11 RATE THE EFFECTIVNESS OF RADHE MORE MEN’S WEAR MARKETING
STRATEGIES ?
1) VERY EFFECTIVE
2) EFFECTIVE
3) NEUTRAL
4) LESS EFFECTIVE
5) NOT EFFECTIVE

RESPONSE: -
TABLE 4.11 EFFECTIVNESS OF RADHE MORE MEN’S WEAR MARKETING STRATEGIES

EFFECTIVNESS OF RANK FREQUENCY

STRATEGIES
VERY EFFECTIVE 5 48
EFFECTIVE 4 33
NEUTRAL 3 15
LESS EFFECTIVE 2 2
NOT EFFECTIVE 1 1
TOTAL 100

GRAPH: -

50
45
40
35
30
25 48
20
33
15
10 15
5
2 1
0
VERY EFFECTIVE EFFECTIVE NEUTRAL LESS EFFECTIVE NOT EFFECTIVE

FIG 4.11 EFFECTIVNESS OF RADHE MORE MEN’S WEAR MARKETING STRATEGIES

48
ANALYSIS: -
EFFECTIVNESS OF SCORE MEAN PERCENTAGE
STRATEGIES
VERY EFFECTIVE 240 48%
EFFECTIVE 132 4.22 33%
NEUTRAL 45 15%
LESS EFFECTIVE 4 2%
NOT EFFECTIVE 1 1%
TOTAL 422 100

INTERPRETATION: -
 The Mean 4.22 Suggest That Marketing Strategies Are Effective at Radhe More Men’s Wear.

49
Q.12 HOW DO YOU FIND YOURSELF COMPARING PRODUCT BETWEEN RADHE MORE
MEN’S WEAR AND IT’S COMPETITORS?
A) ALWAYS
B) OFTEN
C) OCCASIONALLY
D) RARELY
E) NEVER

RESPONSE:-
TABLE 4.12 COMPARING PRODUCT BETWEEN RADHE MORE MEN’S WEAR AND IT’S
COMPETITORS

COMPARING PRODUCT RANK FREQUENCY

ALWAYS 5 59
OFTEN 4 22
OCCASIONALLY 3 16
RARELY 2 3
NEVER 1 0
TOTAL 100

GRAPH: -

0%
3%

16%
ALWAYS
OFTEN
OCCASIONALLY
59% RARELY
22%
NEVER

FIG 4.12 COMPARING PRODUCT BETWEEN RADHE MORE MEN’S WEAR AND IT’S
COMPETITORS
50
ANALYSIS: -
COMPARING PRODUCT SCORE MEAN PERCENTAGE
ALWAYS 295 59%
OFTEN 88 4.37 22%
OCCASIONALLY 48 16%
RARELY 6 35%
NEVER 0 0%
TOTAL 437 100

INTERPRETATION: -
 The mean 4.37 suggest that customer of radhe more men’s wear often comparing product with it’s
competitors

51
Q.13 HOW RESPONSIVE RADHE MORE MEN’S WEAR TO CUSTOMER FEEDBACK AND
SUGGESTIONS ?
A) EXTREMELY RESPONSIVE
B) VERY RESPONSIVE
C) MODERATELY RESPONSIVE
D) SLIGHTLY RESPONSIVE
E) NOT RESPONSIVE

RESPONSE: -

TABLE 4.13 HOW RESPONSIVE RADHE MORE MEN’S WEAR TO CUSTOMER FEEDBACK
AND SUGGESTIONS

RESPONSIVE RADHE RANK FREQUENCY

MORE MEN’S WEAR
EXTREMELY RESPONSIVE 5 60
VERY RESPONSIVE 4 19
MODERATELY RESPONSIVE 3 10
SLIGHTLY RESPONSIVE 2 10
NOT RESPONSIVE 1 1
TOTAL 100

GRAPH: -

1%
10%

EXTREMELY RESPONSIVE
10%
VERY RESPONSIVE
MODERATELY RESPONSIVE
60% SLIGHTLY RESPONSIVE
19%
NOT RESPONSIVE

FIG 4.13 HOW RESPONSIVE RADHE MORE MEN’S WEAR TO CUSTOMER FEEDBACK AND
SUGGESTIONS
52
ANALYSIS: -
RESPONSIVE RADHE SCORE MEAN PERCENTAGE
MORE MEN’S WEAR
EXTREMELY RESPONSIVE 300 60%
VERY RESPONSIVE 76 4.27 19%
MODERATELY RESPONSIVE 30 10%
SLIGHTLY RESPONSIVE 20 10%
NOT RESPONSIVE 1 1%
TOTAL 427 100

INTERPRETATION: -
 The mean 4.27 suggest that radhe more men’s wear is very responsive towards customer feedback and
suggestion.

53
Q.14 WHICH SOCIAL MEDIA PLATFORMS DO RADHE MORE MRN’S WEAR ACTIVELY
ENGAGE WITH CUSTOMER?
( ) FACEBOOK
( ) INSTAGRAM
( ) TWITTER
( ) OTHER

RESPONSE: -
TABLE 4.14 SOCIAL MEDIA PLATFORMS DO RADHE MORE MRN’S WEAR ACTIVELY
ENGAGE WITH CUSTOMER

RADHE MORE MRN’S WEAR FREQUENCY

ACTIVELY ENGAGE
FACEBOOK 67

INSTAGRAM 90

TWITTER 13

OTHER 26

GRAPH: -

FACEBOOK
67

INSTAGRAM
90

CATEGORY 2
13

OTHER
26

0 10 20 30 40 50 60 70 80 90

FIG 4.14 SOCIAL MEDIA PLATFORMS DO RADHE MORE MRN’S WEAR ACTIVELY
ENGAGE WITH CUSTOMER
54
ANALYSIS: -
RADHE MORE MRN’S WEAR PERCENTAGE
ACTIVELY ENGAGE
FACEBOOK 67%

INSTAGRAM 90%

TWITTER 13%

OTHER 26%

INTERPRETATION: -

 67% of respondents are engage on facebook

 90% of respondents are engage on instagram
 13% of respondents are engage on twitter
 26% of respondents are engage on other

55
Q.15 WOULD YOU CONSIDER YOURSELF LOYAL TOWARDS RADHE MORE MRN’S
WEAR?

A) YES
B) NO

RESPONSE: -
TABLE 4.15 LOYAL TOWARDS RADHE MORE MRN’S WEAR

LOYAL FREQUENCY
YES 96

NO 4

TOTAL 100

GRAPH: -

100

80

60

40

20

0
YES NO

FIG 4.15 LOYAL TOWARDS RADHE MORE MRN’S WEAR

56
ANALYSIS:-
LOYAL PERCENTAGE

YES 96%

NO 4%

TOTAL 100

INTERPRETATION: -
 96% of respondents are loyal towards radhe more men’s wear
 4% of respondents are not loyal towards radhe more men’s wear

57
Q.16 HOW RADHE MORE MEN’S WEAR LOYALTY PROGRAMS EFFECTIVE IN RETAINING
CUSTOMER ?
A) EXTREMELY EFFECTIVE
B) VERY EFFECTIVE
C) MODERATELY EFFECTIVE
D) LESS EFFECTIVE
E) NOT EFFECTIVE

RESPONSE: -
TABLE 4.16 RADHE MORE MEN’S WEAR LOYALTY PROGRAMS EFFECTIVE IN
RETAINING CUSTOMER

LOYALTY PROGRAMS RANK FREQUENCY

EFFECTIVE IN
RETAINING CUSTOMER
EXTREMELY EFFECTIVE 5 59

VERY EFFECTIVE 4 22

MODERATELY EFFECTIVE 3 14

LESS EFFECTIVE 2 3

NOT EFFECTIVE 1 2

TOTAL 100

GRAPH: -
2%
3%

EXTREMELY EFFECTIVE
14%
VERY EFFECTIVE
MODERATELY EFFECTIVE
59%
LESS EFFECTIVE
22%
NOT EFFECTIVE

FIG 4.16 RADHE MORE MEN’S WEAR LOYALTY PROGRAMS EFFECTIVE IN RETAINING
CUSTOMER
58
ANALYSIS: -
LOYALTY PROGRAMS SCORE MEAN PERCENTAGE
EFFECTIVE IN RETAINING
CUSTOMER
EXTREMELY EFFECTIVE 295 59%

VERY EFFECTIVE 88 4.33 22%

MODERATELY EFFECTIVE 42 14%

LESS EFFECTIVE 6 3%

NOT EFFECTIVE 2 2%

TOTAL 433 100

INTERPRETATION: -
 The mean 4.33 suggest that loyalty programs are very effective in retaining customer.

59
Q.17 HOW LIKELY ARE YOU RECOMMEND RADHE MORE MEN'S WEAR TO FRIENDS OR
FAMILY ?
A) VERY LIKELY
B) LIKELY
C) NEUTRAL
D) UNLIKELY
E) VERY UNLIKELY

RESPONSE: -
TABLE 4.17 YOU RECOMMEND RADHE MORE MEN'S WEAR TO FRIENDS OR FAMILY

RECOMMEND RADHE RANK FREQUENCY

MORE MEN'S WEAR
VERY LIKELY 5 48
LIKELY 4 33
NEUTRAL 3 15
UNLIKELY 2 3
VERY UNLIKELY 1 1
TOTAL 100

GRAPH:-

50
45
40
35
30
25 48

20
33
15
10 15
5
3 1
0
VERY LIKELY LIKELY NEUTRAL UNLIKELY VERY UNLIKELY

FIG 4.17 YOU RECOMMEND RADHE MORE MEN'S WEAR TO FRIENDS OR FAMILY
60
ANALYSIS: -
RECOMMEND RADHE SCORE MEAN PERCENTAGE
MORE MEN'S WEAR
VERY LIKELY 240 48%
LIKELY 132 4.24 33%
NEUTRAL 45 15%
UNLIKELY 6 3%
VERY UNLIKELY 1 1%
TOTAL 424 100

INTERPRETATION: -
 The mean 4.24 suggest that respondents are likely to recommend radhe more men’s wear to friends.

61
Q.18 HOW WELL RADHE MORE MEN'S WEAR ADOPT CHANGING MARKET TRAND ?
A) ALWAYS
B) OFTEN
C) SOMETIMES
D) RARELY
E) NEVER

RESPONSE: -
TABLE 4.18 RADHE MORE MEN'S WEAR ADOPT CHANGING MARKET TRAND ?

ADOPT CHANGING RANK FREQUENCY

MARKET TRAND
ALWAYS 5 60

OFTEN 4 17

SOMETIMES 3 16
RARELY 2 4

NEVER 1 3
TOTAL 100

GRAPH: -

3%
4%

16% ALWAYS
OFTEN
SOMETIMES
60% RARELY

17% NEVER

FIG 4.18 RADHE MORE MEN'S WEAR ADOPT CHANGING MARKET TRAND
62
ANALYSIS: -
ADOPT CHANGING SCORE MEAN PERCENTAGE
MARKET TRAND
ALWAYS 300 60%

OFTEN 68 4.27 17%

SOMETIMES 48 16%
RARELY 8 4%

NEVER 3 3%
TOTAL 427 100

INTERPRETATION: -
 The mean 4.27 suggest that radhe more men’s wear often adopt changing market trand.

63
Q.19 HOW IS THE OVERALL SATISFACTION OF YOUR EXPERIENCE WITH RADHE MORE
MEN'S WEAR?
A) VERY SATISFIED
B) SATISFIED
C) NEUTRAL
D) DISSATISFIED
E) VERY DISSATISFIED

RESPONSE: -
TABLE 4.19 OVERALL SATISFACTION OF YOUR EXPERIENCE WITH RADHE MORE
MEN'S WEAR?

OVERALL SATISFACTION RANK FREQUENCY

VERY SATISFIED 5 56
SATISFIED 4 27
NEUTRAL 3 14
DISSATISFIED 2 2
VERY DISSATISFIED 1 1
TOTAL 100

GRAPH: -

2% 1%

14%
VERY SATISFIED
SATISFIED
NEUTRAL
56% DISSATISFIED
27%
VERY DISSATISFIED

FIG 4.19 OVERALL SATISFACTION OF YOUR EXPERIENCE WITH RADHE MORE MEN'S
WEAR
64
ANALYSIS: -
OVERALL SATISFACTION SCORE MEAN PERCENTAGE
VERY SATISFIED 280 56%
SATISFIED 108 4.35 27%
NEUTRAL 42 14%
DISSATISFIED 4 2%
VERY DISSATISFIED 1 1%
TOTAL 435 100

INTERPRETATION: -

 The mean 4.35 suggest that respondents are satisfied with radhe more men’s wear.

65
 CHAPTER 5

FINDINGS & CONCLUSION

66
FINDINGS: -
 67% RESPONDENTS ARE BETWEEN 25 – 34.
 81% RESPONDENTS ARE EMPLOYED.
 RESPONDENTS ARE FREQURNTLY PURCHASE MEN'S CLOTHING LOCALLY.
 RESPONDENTS ARE SOMEWHAT FAMILIAR WITH RADHE MORE MEN'S WEAR
 31% OF RESPONDENTS ARE CHOOSE QUALITY OF CLOTHING FEATURE.
 THE MEAN 4.48 SUGGEST THAT RADHE MORE MEN’S WEAR OFTEN UPDATE NEW
PRODUCT.
 THE MEAN SUGGEST THAT PRICE AT RADHE MORE MEN’S WEAR IS VERY
COMPETITIVE.
 THE MEAN 4.60 SUGGEST THAT THE VARIETY OF MEN’S CLOTHING IS GOOD AT RADHE
MORE MEN’S WEAR.
 43% OF RESPONDENTS ARE CHOOSE QUALITY FACTOR
 THE MEAN 4.24 SUGGEST THAT RADHE MORE MEN’S WEAR EXCELLENT UNDERSTAND
AND MEET CUSTOMER NEED.
 THE MEAN 4.22 SUGGEST THAT MARKETING STRATEGIES ARE EFFECTIVE AT RADHE
MORE MEN’S WEAR.
 THE MEAN 4.37 SUGGEST THAT CUSTOMER OF RADHE MORE MEN’S WEAR OFTEN
COMPARING PRODUCT WITH IT’S COMPETITORS
 THE MEAN 4.27 SUGGEST THAT RADHE MORE MEN’S WEAR IS VERY RESPONSIVE
TOWARDS CUSTOMER FEEDBACK AND SUGGESTION.
 90% OF RESPONDENTS ARE ENGAGE ON INSTAGRAM
 96% OF RESPONDENTS ARE LOYAL TOWARDS RADHE MORE MEN’S WEAR
 THE MEAN 4.33 SUGGEST THAT LOYALTY PROGRAMS ARE VERY EFFECTIVE IN
RETAINING CUSTOMER.
 THE MEAN 4.24 SUGGEST THAT RESPONDENTS ARE LIKELY TO RECOMMEND RADHE
MORE MEN’S WEAR TO FRIENDS.
 THE MEAN 4.27 SUGGEST THAT RADHE MORE MEN’S WEAR OFTEN ADOPT CHANGING
MARKET TRAND.

 THE MEAN 4.35 SUGGEST THAT RESPONDENTS ARE SATISFIED WITH RADHE MORE
MEN’S WEAR.

67
CONCLUSION: -

Radhe More Men's Wear has a strong presence and appeal among its target demographic. The
survey findings indicate a significant portion of respondents falling between the ages of 25 to 34,
comprising 67% of the total, suggesting a considerable market share within this age bracket.
Additionally, a high employment rate among respondents, at 81%, indicates a potentially
financially stable consumer base.

Local purchasing habits for men's clothing are prevalent among the respondents, suggesting a
strong connection to the brand's physical presence. While the level of familiarity with Radhe More
Men's Wear varies, there's a notable inclination towards perceiving the brand positively, as
indicated by high mean scores across various aspects such as product updates, competitive pricing,
variety, and understanding customer needs.

The survey reveals that quality is a significant factor for respondents when making purchasing
decisions, with both product quality and understanding of customer needs scoring well. The
effectiveness of marketing strategies and responsiveness to customer feedback further highlights
the brand's commitment to engaging with its customer base and adapting to changing market
trends.

The high engagement rate on Instagram and an overwhelmingly loyal customer base, with 96%
expressing loyalty towards Radhe More Men's Wear, underscore the brand's success in building
strong relationships with its customers. Loyalty programs are perceived as highly effective in
retaining customers, and the likelihood of customers recommending the brand to friends is also
high.

Overall satisfaction with Radhe More Men's Wear is reflected in the mean score of 4.35, indicating
that the brand successfully meets the expectations and preferences of its target audience. With a
combination of quality products, effective marketing strategies, responsive customer service, and
loyalty programs, Radhe More Men's Wear has positioned itself as a reputable and preferred choice
in the men's clothing market.
68
BIBILOGRAPHY

69
 Abeysekara, N., & Safwa, F. F. (2016). Influence of Social Media Marketing on Customer
Engagement. International Journal of Business and Management Invention, 5(12), 115-125.

 Bowden, J., Gabbott, M., & Naumann, K. (2014, November 24). Service relationships and
the customer disengagement engagement conundrum. Journal of Marketing Management,
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 Chitsimran, &Parasmehak. (2020, February). Customer Engagement by Brands Through

Social Media- Study On Millenial Customer. Emerging Business Ideas- An Insight into Skills
& Innovation, 1(1), 1-7.

 Jayasingh, & Sudarsan. (2019). Consumer brand engagement in social networking sites and
its effect on brand loyalty. Cogent Business & Management, 6(1), 1-22.

 Naumann, K., & Bowden, J. L. (2015). Exploring the process of customer engagement, self-
brand connections and loyalty. Problems and Perspectives in Management, 13(1).

 Ozata, Z., &Lujja, A. (2017). The Consequences of Consumer Engagement in Social

Networking Sites. Business and Economics Research Journal, 8(2), 274-292.

 Ramzan, U., & Syed, A. R. (2018). Role Of Content Based Social Media Marketing In
Building Customer Loyalty and Motivating Consumers To Forward Content. Journal of
Internet Banking and Commerce, 23(3), 1-20.

 Rather, R. A. (2019, April). Consequences of Consumer Engagement in Service Marketing:

An Empirical Exploration. Journal of Global Marketing, 0(0), 1-20.

 Yoong, C. L., & Lian, S. B. (2019, January 23). Customer Engagement in Social Media and
Purchase Intentions in the Hotel Industry. International Journal Of Academic Research in
Business and Social Sciences, 9(1), 54-68.
70
 APPENDIX
(QUESTIONARIE)

71
Hello, Myself Nishant Bhimani studying in the Naran Lala College of Commerce and Management,
Navsari. Below questionnaire is related to my research project. fill it accurately, Your small contribution
will helpful for me to complete my academic research project.

1) AGE
A) UNDER 18
B) 18 -24
C) 25 - 34
D) 35 - 44
E) 45 – 54

Q.2 OCCUPATION
A) EMPLOYED
B) SELF-EMPLOYED
C) UNEMPLOYED
D) OTHER

Q.3 HOW FREQUENTLY DO YOU PURCHASE MEN’S CLOTHING LOCALLY ?

A) VERY FREQUENTLY
B) FREQUENTLY
C) OCCASIONALLY
D) RARELY
E) NEVER

Q.4 ARE YOU FAMILIAR WITH RADHE MORE MEN’S WEAR ?

A) VERY FAMILIAR
B) SOMEWHAT FAMILIAR
C) NEUTRAL
D) NOT VERY FAMILIAR
E) NOT FAMILIAR AT ALL

72
Q.5 WHICH SPECIFIC FEATURE OR SERVICE DO YOU THINK RADHE MORE MEN’S
WEAR EXCEL IN IF ANY ?
[ ] QUALITY OF CLOTHING
[ ] CUSTOMER SERVICE
[ ] PRICING
[ ] LOYALTY PROGRAMS
[ ] OTHER

Q.6 HOW OFTEN RADHE MORE MEN’S WEAR UPDATE OR INTRODUCE NEW
PRODUCTS/SERVICES COMPARED TO ITS COMPETITORS ?
A) REGULARLY
B) OFTEN
C) OCCASIONALLY
D) RARELY
E) NEVER

Q.7 HOW DO YOU FIND THE PRICE AT RADHE MORE MEN’S WEAR COMPARED TO
OTHER LOCAL STORES ?
A) EXTREMELY COMPETITIVE
B) VERY COMPETITIVE
C) COMPETITIVE
D) LESS COMPETITIVE
E) NOT COMPETITIVE

Q.8 HOW THE VARIETY OF MEN’S CLOTHING OPTION AT RADHE MORE MEN’S
WEAR COMPARED TO IT’S COMPETITORS ?
A. EXCELLENT
B. GOOD
C. AVERAGE
D. BELOW AVERAGE
E. POOR

73
Q.9 WHAT FACTOR SETS RADHE MORE MEN’S WEAR APART FROM IT’S LOCAL
COMPETITORS ?
( ) PRICE
( ) QUALITY
( ) STYLE
( ) OTHER

Q.10 RATE HOW WELL RADHE MORE MEN’S WEAR UNDERSTAND AND MEET CUSTOMER
NEEDS ?
1) VERY EXCELLENT
2) EXCELLENT
3) NEUTRAL
4) POOR
5) VERY POOR

Q.11 RATE THE EFFECTIVNESS OF RADHE MORE MEN’S WEAR MARKETING

STRATEGIES ?
1) VERY EFFECTIVE
2) EFFECTIVE
3) NEUTRAL
4) LESS EFFECTIVE
5) NOT EFFECTIVE

Q.12 HOW DO YOU FIND YOURSELF COMPARING PRODUCT BETWEEN RADHE MORE
MEN’S WEAR AND IT’S COMPETITORS ?
A. ALWAYS
B. OFTEN
C. OCCASIONALLY
D. RARELY
E. NEVER

74
Q.13 HOW RESPONSIVE RADHE MORE MEN’S WEAR TO CUSTOMER FEEDBACK AND
SUGGESTIONS ?
A) EXTREMELY RESPONSIVE
B) VERY RESPONSIVE
C) MODERATELY RESPONSIVE
D) SLIGHTLY RESPONSIVE
E) NOT RESPONSIVE

Q.14 WHICH SOCIAL MEDIA PLATFORMS DO RADHE MORE MRN’S WEAR ACTIVELY
ENGAGE WITH CUSTOMER?
( ) FACEBOOK
( ) INSTAGRAM
( ) TWITTER
( ) OTHER

Q.15 WOULD YOU CONSIDER YOURSELF LOYAL TOWARDS RADHE MORE MRN’S WEAR?

A) YES
B) NO

Q.16 HOW RADHE MORE MEN’S WEAR LOYALTY PROGRAMS EFFECTIVE IN RETAINING
CUSTOMER ?
A) EXTREMELY EFFECTIVE
B) VERY EFFECTIVE
C) MODERATELY EFFECTIVE
D) LESS EFFECTIVE
E) NOT EFFECTIVE

Q.17 HOW LIKELY ARE YOU RECOMMEND RADHE MORE MEN'S WEAR TO FRIENDS OR
FAMILY ?
A) VERY LIKELY

75
B) LIKELY
C) NEUTRAL
D) UNLIKELY
E) VERY UNLIKELY

Q.18 HOW WELL RADHE MORE MEN'S WEAR ADOPT CHANGING MARKET TRAND ?
A) ALWAYS
B) OFTEN
C) SOMETIMES
D) RARELY
E) NEVER

Q.19 HOW IS THE OVERALL SATISFACTION OF YOUR EXPERIENCE WITH RADHE MORE
MEN'S WEAR?
A) VERY SATISFIED
B) SATISFIED
C) NEUTRAL
D) DISSATISFIED
E) VERY DISSATISFIED

76