A comparative study on customer satisfaction regarding various brands

offered at Sales India

At
Sales India Pvt Ltd,
Summer Internship Project Report

Submitted
In the partial fulfilment of the Degree of
Master of Business Administration
Semester-III

Under the Guidance of

Dr. Jayesh Patel
Associate Professor
V. M. Patel Institute of Management

Submitted To:
V. M. Patel Institute of Management,
Ganpat University,

(May – July, 2022)

Submitted By:

PRAJAPATI VIM BHARATBHAI

21044311090
 CERTIFICATE BY THE GUIDE

This is to certify that the contents of this report entitled “A COMPARATIVE STUDY ON

CUSTOMER SATISFACTION REGARDING VARIOUS BRANDS OFFERED

AT SALES INDIA’’ by Prajapati Vim Bharatbhai – 21044311090 submitted to V.M. Patel
Institute of Management for the Award of him Master Business Administration (MBA Semester
- III) is original research work carried out by him under my supervision.

This report has not been submitted either partly or fully to any other University or Institute for
award of any degree or diploma.

Dr. Jayesh Patel,

Associated Professor,
V.M. Patel Institute of Management
Ganpat University,
Ganpat Vidyanagar

Date :

Place : Ganpat University, Kherva

 CANDIDATE’S STATEMENT

I hereby declare that the work incoporated in this report entitled “A COMPARATIVE

STUDY ON CUSTOMER SATISFACTION REGARDING VARIOUS BRANDS

OFFERED AT SALES INDIA’’ in the partial fulfillment of the requirement for the award
of Master of Business Administration (Semester - III) is the outcome of original study
undertaken by me and it has not been submitted earlier to any other University or Institution for
the award of any Degree or Diploma.

Vim Bharatbhai Prajapati

21044311090

Date :

Plce :
 PREFACE

This Project Report has been prepared in partial fulfillment of the requirement for the
fulfillment of Master of Business Administration. For preparing the Project Report, I have
reviewed different papers on the subject of A Study on Effect of Service Quality on Customer
Satisfaction of Home Appliances at Sales India & have collected primary data to avail the
necessary information. The blend of learning and knowledge acquired during our practical
studies in the field of research is presented in this Project Report.

Our main focus and study was on the topic on the effect of service quality, in which our focus
was on satisfaction and experience of customers of Sales India. I have put up our best efforts
and enumerated every possible information after conducting the research, to make this report a
satisfactory report.

It was a great opportunity and memorable experience to learn facets & practical knowledge
about research through carrying out a research, collecting information about the above
mentioned subject & interacting with people for data collection. Lastly, I have tried our level
best to prepare the best informative report.

Vim Prajapati
 ACKNOWLEDGEMENTS

It was indeed an opportunity for us to carry out a research and prepare a report on the topic of
customer satisfaction at Sales India during the summer internship as a part of our studies. While
conducting the research & preparing the report, we learnt many interesting things in the field of
research, along with our summer internship project subject of A comparative study on customer
satisfaction regarding various brands offered at Sales India.

I would hereby this opportunity to show our gratitude toward the HR Mr. Viral Shah who has
given a permission to conducts sip at the organization. I want to thank Mr. Kalpesh Chauhan at
the company who has guided me throughout the Project.

I would like to thank Dr. Sourbhi Chaturvedi, Dean, and Faculty of Management Studies, Ganpat
University, Dr. Hiren J. Patel, Head (I/c), V.M.Patel Institute of Management, Ganpat
University. I feel immense pleasure to thank my mentor Prof. Jaydip Desai who has given
complete information, support & guidance for the project. I forward my appreciation to the
project coordinator of V.M.P.I.M.

At last, I want to thank V.M.Patel Institute of Management for providing all library and
computer laboratory support.
 1. Introduction of the industry

1.1 Global scene of retail industry:

The global Retail scenario: The US$ 9 trillion Retail industry is one of the world's largest
industries and still growing. 47 of the Global Fortune 500 companies & 25 of Asia’s Top 200
companies are retailer.

Even as the developing countries are making rapid strides in this industry, organized Retail is
currently dominated by the developed countries with the USA, EU & Japan constituting 80% of
world.

Retail is a significant contributor to the overall economic activity the world over: the total Retail
share in the World GDP is 27% while in the USA it accounts for 22% of the GDP. The share of
organized Retail in the developing markets ranges between 20% to 55%.

Traditionally, local players tend to dominate in their home markets. Wal-Mart, the world's
leading retailer, has about 8% of the US$ 2,350 billion market in the USA. Similarly, Tesco has
a market share of about 13% in the US$ 406 billion UK market.

The main value propositions that most large retailers use a are a combination of low price, 'all-
under-one-roof' convenience and 'neighbourhood' availability.
India has emerged as the most attractive retail market three years in a row. The Indian Retail
industry is a US$ 270 billion industry and is growing at over 13% per annum. Only about 4.6%
(US$12.42 billion) of the industry is organised. If this share increases to 10% by 2011, the size
of organised retailing could touch US$ 55 billion – a CAGR of over 35%.

At the centre of India's booming economyare the top six cities of Mumbai, Delhi, Chennai,
Kolkata, Bangalore and Hyderabad representing 6% of the population yet contributing 14% of
the GDP. Also notable is the fact that 85% of India's urban Retail market is concentrated in the
country's eight large cities.

1.2 Overview of retail industry:

Indian retail industry has emerged as one of the most dynamic and fast-paced industries due to
the entry of several new players. It accounts for 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 ranked 73 in the United Nations Conference on Trade and Development's Business-to-
Consumer (B2C) E-commerce Index 2019. India is the world’s fifth-largest global destination in
the retail space and ranked 63 in World Bank’s Doing Business 2020.

India is the world’s fifth-largest global destination in the retail space. In FDI Confidence Index,
India ranked 16 (after US, Canada, Germany, United Kingdom, China, Japan, France, Australia,
Switzerland, and Italy).

As per Kearney Research, India’s retail industry is projected to grow at a slower pace of 9% over
2019-2030, from US$ 779 billion in 2019 to US$ 1,407 billion by 2026 and more than US$ 1.8
trillion by 2030.
Revenue of India’s offline retailers, also known as brick and mortar (B&M) retailers, is expected
to increase by Rs. 10,000-12,000 crore (US$ 1.39-2.77 billion) in FY20. India’s direct selling
industry would be valued at US$ 2.14 billion by the end of 2021.

According to the Retailers Association of India (RAI), the retail industry achieved 93% of pre-
COVID sales in February 2021; consumer durables and quick service restaurants (QSR)
increased by 15% and 18% respectively.

After an unprecedented decline of 19% in the January-March 2020 quarter, the FMCG industry
displayed signs of recovery in the July-September 2020 quarter with a y-o-y growth of 1.6%.
The growth witnessed in the fast-moving consumer goods (FMCG) sector was also a reflection
of positivity recorded in the overall macroeconomic scenario amid opening of the economy and
easing of lockdown restrictions.

E-Retail has been a boon during the pandemic and according to a report by Bain & Company in
association with Flipkart ‘How India Shops Online 2021’ the e-retail market is expected to grow
to US$ 120-140 billion by FY26, increasing at approximately 25-30% p.a. over the next 5 years.
India has the third-highest number of e-retail shoppers (only behind China, the US). The new-age
logistics players are expected to deliver 2.5 billion Direct-to-Consumer (D2C) shipments by
2030. The Ayurveda Company (TAC), a direct-to-consumer (D2C) beauty and wellness brand,
has raised US$ 3 million from Wipro Consumer Care Ventures, to expand its production
capabilities and enter the retail sector. Online used car transaction penetration is expected to
grow by 9x in the next 10 years. During the festival period in 2020, Amazon, Flipkart and
various vertical players sold goods worth US$ 9 billion despite the pandemic onslaught.

1.3 DEVELOPMENT SCENARIO

Retail tech companies supporting the retail sector with services such as digital ledgers, inventory
management, payments solutions, and tools for logistics and fulfillment are taking off in India. In
the first nine months of 2021, investors pumped in US$ 843 million into 200 small and mid-sized
retail technology companies, which is an additional 260% of capital compared to the entire 2020.
91 Squarefeet, a retail store development business, has worked with over two dozen companies,
including Tata, Aditya Birla Group, and Reliance Retail, illustrating the quick pace with which
brick-and-mortar stores are being opened.

In March 2022, Reliance Brands has bought the India franchisee rights and the current Sunglass
Hut retail network from DLF Brands.

DLF would invest about Rs. 2,000 crore (US$ 262.2 million) in Gurugram and Goa to build two
new retail complexes.

In November 2021, Department for Promotion of Industry and Internal Trade announced that it
is working on a regulatory compliance portal to minimise burdensome compliance processes
between industries and the government.

In October 2021, retailers in India increased by 14% compared with last year

In September 2021, New Delhi-based e-commerce enablement startup GoKwik raised US$ 5.5
million through Matrix Partners India. Dukaan, another startup that helps businesses digitise
operations, received a US$ 11 million investment led by 640 Oxford Ventures.

The Indian retail trading has received Foreign Direct Investment (FDI) equity inflow totalling
US$ 3.61 billion during April 2000- June 2021, according to Department for Promotion of
Industry and Internal Trade (DPIIT).

With the rising need for consumer goods in different sectors including consumer electronics and
home appliances, many companies have invested in the Indian retail space in the past few
months.

India’s retail sector attracted US$ 6.2 billion from various private equity and venture capital
funds in 2020.

According to a report by PGA Labs and Knowledge Capital, investors had put in US$ 1.4 billion
into D2C companies between 2014 and 2020. The sector recorded an investment of ~US$ 417
million in 2020.
In October 2021, Reliance announced plan to launch 7-Eleven Inc.’s convenience stores in India.

In October 2021, Realm launched 100 new exclusive stores across India to expand and
strengthen its footprint in the country.

In October 2021, Reliance Retail introduced Fresh pick, a new experiential gourmet food store in
India, to expand its grocery segment in the ultra-premium category.

In October 2021, Plum, the direct-to-consumer beauty & personal care brand, announced plan to
launch >50 offline stores across India (by 2023) to expand its customer base.

In July 2021, Dyson announced to increase its retail presence to 12 stores.

Tanishq, Shoppers Stop and Bestseller India (sells fashion brands Vero Moda, ONLY and Jack
& Jones) plan to add 10-35 stores in FY22.

In 2021, Lenskart received US$ 315 million funding from Falcon Edge Capital, Temasek
Holdings, KKR. The company plans to use the proceeds to expand its retail footprint in Southern
India.

Flipkart hired 23,000 individuals in India between March and May 2021 in various capacities
across its supply chain, including delivery executives, to strengthen the supply chain.

In May 2021, Big Bazaar rolled out its two-hour delivery service in small cities, such as Bhopal,
Mangalore, Raipur, Ranchi, Guwahati, Kanpur, Lucknow, and Varanasi, and recorded a boost in
orders over the past weeks.

In April 2021, Flipkart expanded its hyperlocal delivery service Quick to six new cities including
Delhi, Gurugram, Ghaziabad, Noida, Hyderabad, and Pune as the demand for essential goods on
e-commerce platforms surges amid the second wave of the pandemic.
 1.4 Growth of the Indian Retail industry:

Indian retail industry is one of the fastest growing in the world. As per Kearney Research, India’s
retail industry is projected to grow at a slower pace of 9% over 2019-2030, from US$ 779 billion
in 2019 to US$ 1,407 billion by 2026 and more than US$ 1.8 trillion by 2030. India ranked 63 in
the World Bank’s Doing Business 2020 publication. India ranked 73 in the United Nations
Conference on Trade and Development's Business-to-Consumer (B2C) E-commerce Index 2019.
India’s direct selling industry would be valued at US$ 2.14 billion by the end of 2021. Consumer
spending in India increased to US$ 245.16 billion in the third quarter of 2020 from US$ 192.94
billion in the second quarter of 2020.

India is the fifth-largest and preferred retail destination globally. The country is among the
highest in the world in terms of per capita retail store availability. India’s retail sector is
experiencing exponential growth with retail development taking place not just in major cities and
metros, but also in tier II and III cities. Healthy economic growth, changing demographic profile,
increasing disposable income, urbanisation, changing consumer tastes and preferences are some
of the factors driving growth in the organised retail market in India.

Indian online grocery market is estimated to exceed sales of about US$ 3.95 billion in 2021.

According to India Ratings and Research (Ind-Ra), domestic organised food and grocery retailers
are expected to increase by 10% YoY in FY22, with organised retailers and e-commerce likely to
benefit from the ongoing demand for essentials.

India’s population is taking to online retail big way. By 2024, India's e-commerce industry is
expected to increase by 84% to US$ 111 billion, driven by mobile shopping, which is projected
to grow at 21% annually over the next four years. In 2020, the most common payment methods
online were digital wallets (40%), followed by credit cards (15%) and debit cards (15%). Online
penetration of retail is expected to reach 10.7% by 2024 versus 4.7% in 2019.

In FY21, digital transactions in the total non-cash retail payments volume increased to 98.5%
versus 97.0% in FY20.
According to data released by the Ministry of Statistics & Programme Implementation (MoSPI),
India’s Consumer Price Index (CPI) based retail inflation increased to 5.6% YoY in December
2021. RBI sees the retail inflation to be around 4.5% in FY23.

E-Retail has been a boon during the pandemic and according to a report by Bain & Company in
association with Flipkart ‘How India Shops Online 2021’ the e-retail market is expected to grow
to US$ 120-140 billion by FY26, increasing at approximately 25-30% p.a. over the next 5 years.

In November 2021, Department for Promotion of Industry and Internal Trade announced that it
is working on a regulatory compliance portal to minimise burdensome compliance processes
between industries and the government.

In October 2021, retailers in India increased by 14% compared with last year

In July 2021, the Andhra Pradesh government announced retail parks policy 2021-26,
anticipating targeted retail investment of Rs. 5,000 crore (US$ 674.89 million) in the next five
years.

In July 2021, DP Retail, a subsidiary of Darwin Platform Group of Companies (DPGC), entered
the retail space with the launch of its first megastore in Andheri, Mumbai. The company would
be opening other self-owned exclusive stores at five locations in Mumbai. The launch signifies
the DPGC’s ambitious plan to leverage potential of the Indian retail space. DP Retail plans to
invest Rs. 1,000 crore (US$ 134.43 million) in FY21 to expand in other cities and allocated Rs.
100 crore (US$ 13 million) towards market penetration across the omnichannel retail business
(including an innovative franchise model).

In October 2021, Reliance announced plan to launch 7-Eleven Inc.’s convenience stores in India.

In October 2021, Realme launched 100 new exclusive stores across India to expand and
strengthen its footprint in the country.

In October 2021, Reliance Retail introduced Freshpik, a new experiential gourmet food store in
India, to expand its grocery segment in the ultra-premium category.
In October 2021, Plum, the direct-to-consumer beauty & personal care brand, announced plan to
launch >50 offline stores across India (by 2023) to expand its customer base.

After an unprecedented decline of 19% in the January-March 2020 quarter, the FMCG industry
displayed signs of recovery in the July-September 2020 quarter with a y-o-y growth of 1.6%.
The growth witnessed in the fast-moving consumer goods (FMCG) sector was also a reflection
of positivity recorded in the overall macroeconomic scenario amid opening of the economy and
easing of lockdown restrictions.

India is expected to become the world's third-largest consumer economy, reaching Rs. 27.95 lakh
crore (US$ 400 billion) in consumption by 2025. ^Increasing participation from foreign and
private players has given a boost to Indian retail industry. India’s price competitiveness attracts
large retail players to use it as a sourcing base. Global retailers such as Walmart, GAP, Tesco
and JC Penney are increasing their sourcing from India and are moving from third-party buying
offices to establishing their own wholly owned/wholly managed sourcing and buying offices in
India.

The Government of India has introduced reforms to attract Foreign Direct Investment (FDI) in
retail industry. The Government has approved 51% FDI in multi-brand retail and 100% FDI in
single-brand retail under the automatic route, which is expected to give a boost to Ease of Doing
Business and Make in India schemes, with plans to allow 100% FDI in E-commerce. Cumulative
FDI inflows stood at US$ 572.8 billion between April 2000-December 2021. India’s retail
trading sector attracted US$ 3.75 billion FDIs from April 2000 to December 2021. According to
a report by PGA Labs and Knowledge Capital, investors had put in US$ 1.4 billion into D2C
companies between 2014 and 2020. The sector recorded an investment of ~US$ 417 million in
2020.

In October 2021, the RBI announced plans for a new framework for retail digital payments in
offline mode to accelerate digital payment adoption in the country.

According to the Ground Zero Series findings of the consulting firm RedSeer, the retail sector is
expected to recover ~80% of pre-Covid revenue (amounting to US$ 780 billion) by end-2020.
India will become a favourable market for fashion retailers on the back of a large young adult
consumer base, increasing disposable income and relaxed FDI norms.

The Ayurveda Company (TAC), a direct-to-consumer (D2C) beauty and wellness brand, has
raised US$ 3 million from Wipro Consumer Care Ventures, to expand its production capabilities
and enter the retail sector.

91 Squarefeet, a retail store development business, has worked with over two dozen companies,
including Tata, Aditya Birla Group, and Reliance Retail, illustrating the quick pace with which
brick-and-mortar stores are being opened.

In March 2022, Reliance Brands has bought the India franchisee rights and the current Sunglass
Hut retail network from DLF Brands.

DLF would invest about Rs. 2,000 crore (US$ 262.2 million) in Gurugram and Goa to build two
new retail complexes.

Many fintech companies are competing for their presence in local stores. In May 2020, Paytm
announced a US$ 1 billion loyalty programme and launched online ledger services for kirana
stores in India. Other fintech companies such as PayNearby, Phonepe, BharatPe and Mswipe
introduced different services for small shop owners, enabling better digital payments and
delivery options at these stores. For example, Amazon partnered with local stores to provide a
platform for many small shops and merchants on its Amazon marketplace. While, Walmart has
its own network of 28 ‘best-priced’ stores serving local stores across the country.

Flipkart Wholesale, a digital B2B marketplace, announced strengthening of its commitment

towards growth and prosperity of kiranas and MSMEs by boosting supply chain infrastructure
and enhancing employment opportunities. During the online festive sale in October 2020, the
Indian e-commerce firms—Flipkart, Amazon, Myntra and Snapdeal—together sold goods worth
US$ 3.1 billion. Online retail market in India is projected to reach US$ 350 billion by 2030 from
an estimated US$ 55 billion in 2021, due to rising online shoppers in the country.
 1.5 Critical success factor of the retail industry:

By taking over the function of retailing from the wholesales and manufacturers, retailers relive
them from selling goods in small quantities to te consumers. While ost retailing occurs through
retail stores, it may be done by any institution.

1. Catering to consumers

To survive in retailing a firm must satisfy its consumers.

It must take care of them in every respect.

successful retailer as “a merchant who sells goods that will not come back to customers who
will.”

2. Serving Producers and Wholesalers

To be successful, a retail firm also most fulfil its duties towards producers and wholesalers.

A retailer must render the various services like giving them market information, reducing risks of
loss, using distributing skill and personal selling, and becoming a source of market intelligence
and consumer behaviour to them.

3. Adequate Stock of Saleable Goods

To delight the customers, the goods must be adequate and of the latest design and style.

The retailer must select the up-to-date goods which are liked by the consumers.

Overstock or under stock will create problems for the business. Hence, a retailer must keep a
reasonable stock in the shop.
4. Perfect Knowledge about Goods

A retailer should have thorough knowledge about the goods he deals in order to be able to satisfy
his customers and answer their questions.

5. Suitable Location

The retailer should select a suitable location for his business which is easily accessible to the
customers.

The best location helps in increasing the customers. It adds to sales volume.

1.6 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 Smartphone or computer.
Today, we’ll discuss the swot analysis of the retail industry. It’s going to focus on the internal
strengths and weaknesses, and external opportunities and threats that the retail industry has to
face. Here’s the swot analysis of the retail industry as follows;

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 colours,
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.

1.7 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, we’re 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.

1.8 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
globe.
 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.

1.9Threats 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.

1.10 PESTLE Analysis of The Retail Industry

The retail industry is comprised of the process where retailers sell their final products and
services to the end consumers. Retailer is the person who carries out the function of processing
many small orders, rather than one big order like in wholesale, governments, and corporations.

The retail industry operates at the bottom of the supply chain management system of distribution,
where the retailer completes the selling process. In other words, retailer plays a key role in the
selling; it wouldn’t be possible without him.

The retail industry comprises of shops, stores, shopping streets and malls, and e-commerce
stores; where buyers visit such stores either by going there physically or online. The aim is to
complete the transaction, and it could be about anything like; food, clothing, electronic
equipment, cables, telephones, etc.
Now, it’s time to discuss pestle analysis of the retail industry to find out various factors that
impact retail businesses.

 Political Factors Affecting Retail Industry

 Government Regulation & Political Influence

 The government and the politicians work in collaboration to devise rules and regulations,
the citizens, businesses and the retail industry has to obey them. Such laws can seriously
impact the profit and revenue stream of businesses. If the government raises sales taxes,
then it would increase the prices of the product and services. Consequently, people would
become picky in their choices, which means a drop in total sales. Fewer sales mean less
profit.
 If the political environment of the country changes like protests, roadblocks or bans,
then it would disrupt the supply chain of products and services. Therefore, businesses
cannot run their operations smoothly, if there’s a conflict in local politics.
 Ever since Donald Trump became the president of the US; there’s been an atmosphere of
antitrust between the US government, China and some giant companies like Google and
Amazon. The growing conflict between the two governments is resulting in form of strict
legislation and more taxes. Amazon and companies have a very big market in Asian
countries, when the government imposes restrictions on doing businesses with certain
countries, whether you should store customer’s data or not. It’s a serious setback in terms
of profit.
 There’re countries like India that restrict foreign investors to directly invest in the
country. All of these factors make it difficult and impossible for businesses to run and
execute their operations globally.
 Economic Factors Affecting Retail Industry
 Wise governments and economies appreciate business activities; they create a
favourable environment for businesses to grow. They encourage customers to spend their
money, instead of holding on to it and buying what they need. Such an economic mindset
proliferate economic activities.
 On the contrary, when business activities are declining, that means unemployment is
higher and people have fewer resources. It’s a completely different environment of the
economy, and it creates a different mindset of the people. When people don’t have a job
and their resources are limited, then they would go on the saving mode. Few spending
means less business activity.
 According to an estimate, the total sale in the retail industry would reach 30 trillion US
dollars by the end of 2023. It means that people would have more extra money; therefore,
the increase in personal spending would cause the total increase in global sales in retail
businesses.
 The economy of a country creates an environment and mindset and of the people,
whether to spend or not. If the economy is good and people have jobs and sources of
income, then they would be able to spend. Otherwise, they won’t. There’s a limit to price
cutting, retailers can’t go below at a certain limit.

 Social Factors Affecting the Retail Industry

 Society and social trends develop the shopping habits norms of people, their attitude and
behaviour may change and transform because of many factors. Like if they are educated,
then their choices and preferences would be different. In such a case, they would prefer
products and services of certain multinational brands with their logo on it. Rural
customers would buy any food items based on their tastes or whatever is available.
Educated buyers would study the calories and vitamins of food items, and then one would
decide based on one’s diet needs.
 Demographic social factors like age, gender, race, income level, and education level of
customers affect the business of retailers. Choices and preferences also vary with gender,
age, and other factors. Like, ladies, educated aged people would comfortable products,
and young ones would want adventurous and exciting products.
 E-commerce retail stores offer products and services to the customers based on shopping
patterns and the time that the customer spends online. Whenever a customer visits the
 store next time, the software would provide him the information based on the data of
previous searches.

 Technological Factors Affecting Retail Industry

 Whether it’s an online retail store or a physical shopping mall, technology has influenced
them both equally. It could be in the form of generating sales reports, cash management,
or management of the store’s sales record. Businesses have to adopt hardware and
software technology to keep moving with time.
 Ecommerce stores are the ones that benefited from the technology the most. Especially
with the help of the internet, online retailers can advertise their products and services
globally without any restrictions on borders. Companies like Amazon and Alibaba are
doing, they offer products and services worldwide. All you need is one good website with
the catalog of products and services that you’re offering, a stable internet connection and
a reliable delivery system.
 Walmart and Amazon both are competitive online retail stores. They offer products and
services along with shipment to deliver the product at the doorstep of customers. It
doesn’t mean that there aren’t other online retailers, as a matter of fact; it’s rather easy to
establish an online store and advertise it.

 Legal Factors Affecting Retail Industry

 A retail store operates within the legal environment of a country; therefore, it has to
follow the prevailing local labor laws, excise and taxation regulations, and other business
laws. When a brand plans to go globally, the rules and regulations become a bit
complicated. It’s because every country has different copyrights, trade and tariff laws.
 If a business decides not to follow the local rules and regulations of certain or multiple
countries, then it would result in ban, restrictions, bankruptcy or foreclosure of the
business. Therefore, the business must obey a country’s laws.
  Environment Factors Affecting Retail Industry

 Some retail offer food and edible items. As we know that such items can’t remain fresh
for a long time in a certain environment, there’s a time limit on them. After that, they’ll
be expired or contaminated. Therefore, a retailer has to follow local legal and economical
factors. For instance, some countries apply taxes on the sale of soda or fatty food.
 The other environmental issue some companies have to face is the expiration dates of
products and removal of the contaminated stock. Companies have multiple suppliers who
provide products with different expiring dates when sales staff put them on the rackets.
All the products get mixed up, what comes first or expires earlier than the other.
 If a retail store doesn’t maintain a standard healthy environment within the store, then
food and safety departments would either ban or impose some penalty of a certain
amount on the store.

1.11 Conclusion
After carefully studying the political, economical, technological, social, legal and environmental
issues that the retail industry has to face. If they follow the prevailing rules and regulations of a
country, then it’s good. Otherwise, they would end up in a lot of lawsuits and legal penalties and
it would cost a lot to a business.
5 forces of Michael porter:
Michael Porter’s Five Forces Model helps in the determination of the industry attractiveness and
in analyzing the prospects of growth and opportunities by assessing the competitive trends and
the intensity of the rivalry amongst the existing competitors. It is a major strategic tool used for
determining the industry potential/prospects and the possible threats which may limit the
attractiveness of this industry and prevent new entrants from joining the competitive battle. It
provides key insights to the organizations for crafting and implementing both long-term and
short-term strategic plans.

The Five forces are Threat from the Competitors, Threat from the Substitutes, Buyer Bargaining
Strength, Supplier Bargaining Power and the Intensity of the Competitive Rivalry. Let’s analyze
each of these forces from a retail industry perspective:

1.Threat from the Competitors

This is one of the key factors which will ultimately be deciding the attractiveness of the retail
industry. New entrants will be able to learn from the mistakes of the existing players and may
join the industry with improved strategies or corrective measures. The new entrants can offer
low-cost offerings with improved features for luring the customers.

The competition in the retail industry is quite fierce and intense. As a result of this, the existing
players may impose barriers to entry in the industry for the new players. These barriers can be
imposed by strengthening the distribution infrastructure and the supply chain framework.
Barriers for the new entrants can also be imposed by gaining a cost advantage or low-cost
leadership and also in the form of economic regulations or trade barriers for foreign players.
Apart from this, the threat to the entry of new players could be from the differentiation of the
product, capital investment strength and strong loyalty of the customers for the existing players.

2.Threats from the Substitutes

The existence of substitutes will definitely affect the attractiveness of the industry and lower the
profitability. This is because substitutes directly influence the prices of the products and the
demand for the products from the customers as well. In the retail industry, the threat from the
substitutes is very high. With the availability of more substitute products, the buyers will get
more options to choose from the available alternatives for satisfying their requirements. The
willingness of the buyers to buy the substitute products is directly dependent upon various
factors such as quality, prices and the performance of the substitute products.

If we analyze the retail industry, various factors such as availability of alternative options for
buying like online shopping, different modes of payment, availability of home delivery service,
and cost of the substitute products can intensify the threats from the substitutes.

3.Bargaining Power of the Buyers

Buyers are the firms or the individuals who are the ultimate purchasers of the industry products
and services. Buyers include the end consumers, distributors, retailers and the industrial
purchasers.

A buyer’s bargaining power is expected to be higher if the scope for switching from one supplier
to another exists. Moreover, if concentrated numbers of buyers purchase a large quantity of
products, then the bargaining power of the buyers is expected to be higher. Apart from this, the
industry bargaining power will be expected to be high for those products for which quality is
given utmost importance.

Therefore, in case of the retail industry, the bargaining power of the buyers is expected to be
very high because of the easy availability of plenty of substitutes with better price offerings,
volumes purchased by the buyers, sensitivity towards the pricing/cost related factors and poor
loyalty towards the brand.
4.Bargaining Power of the Suppliers

Suppliers supply the required raw materials or the inputs to the industry players. These inputs
can be in the form of man, material, finance or technology related support from the suppliers.
Various factors determine the bargaining power of the suppliers. The suppliers bargaining power
is expected to be high if the quality of the raw material or the inputs are unique. The factors
which govern the strength of the bargaining power of the suppliers are the uniqueness of the
inputs or the raw materials, the quality of the product which is offered by the suppliers and more
demand for the supplier’s products will increase the bargaining power of the suppliers.

5.The intensity of the Competitive Rivalry

The higher the intensity of the competitive rivalry in the industry, the lesser will be the
profitability of the firms. In the retail industry, the intensity of competitive rivalry is affected by
a gamut of factors such as:

Intensification of competition with new competitive players joining the industry.

Gaining a competitive edge over the counterparts by achieving economies of scale in production

Stiff competitive rivalry amongst the established retail tycoons or major industry players.

Varieties offered in the product offerings for maximizing customer satisfaction and strengthening
customer loyalty.

The other crucial factors which determine the intensity of the competitive rivalry are the pricing
of the products, service quality, strategic alliances as mergers/acquisitions, etc. High competitive
rivalry can be regarded as a threat because it weakens the profit prospects and the prices. On the
other hand, low competitive rivalry can be viewed as an opportunity because this will open new
avenues for maximizing profits for the firms.

To sum up, retail industry globally has been witnessing a paradigm shift since last few years. The
industry is faced with cut-throat competition and is still ruled by unorganized players though the
organized retail sector has shown an incredible performance. Various factors such as entry
barriers, bargaining power of the buyers/suppliers, the intensity of competition and economies of
scale should be taken into consideration by the retailers and work towards them for enjoying
economies in scale and achieving a competitive edge in the industry.

Future outlook:
The pandemic has shaken up consumer buying behavior for good. Yet, after two years of
unpredictable growth patterns and volatile markets, 2022 is expected to be a turning point:
Worldwide retail and ecommerce spending will stabilize, shopping habits will solidify, and
pressure for companies to adapt will be paramount.

Whether it’s mitigating risk by diversifying revenue streams with retail media networks,
introducing fulfillment options that are flexible and convenient for consumers, or producing
unique and ever-changing experiences in stores to draw the customer back, retailers that stay
lean and continue to push the boundaries on innovation will win.

Pulling insights from our Global Ecommerce Forecast 2022, Insider Intelligence takes a look at
the trends influencing the retail and ecommerce industry.

Retail forecast for 2022

In 2022, worldwide retail sales are poised to grow 5% year-over-year (YoY) to exceed $27.33
trillion. Although ecommerce spending growth is expected to slow considerably—due, in part, to
the rebound of brick-and-mortars—the channel will still account for more than 20% of total
global retail. The bounce back of in-store retail over the last year is a testament to its resiliency,
signaling that ecommerce’s rise to dominance will take longer than expected.
Consumers responded quickly upon their return back to shops, accelerating the in-store market’s
recovery by two full years. In fact, in-store sales rebounded by 8.2% last year, to $21.09 trillion,
more than was spent in 2019. This pattern—with sales dropping in 2020, then spiking in 2021—
was nearly universal around the world, but it’s the Middle East and Africa and Southeast Asia
that will see high sustained growth this year.

This year will mark a milestone for worldwide retail ecommerce sales, which will surpass $5
trillion for the first time. Solid low double-digit growth rates will endure through to 2025,
amounting to over half a trillion new ecommerce dollars every year.

Introduction of the company

History of the sales India:

Sales India, the nation's leading Appliance and Electronics Retail Giant, with nine ultra modern
super stores in Ahmadabad and a few more to open shortly at strategic locations, offers
consumers a wide variety of name-brand consumer electronics, personal computers, appliances,
home theatre, digital imaging equipments and communication products.

Just as our products and services are an integral part of who we are, so are our employees and the
customers we serve. Understanding our customers and their needs enhances satisfaction and
enriches employee experience throughout the company in retail, corporate and service locations.

The Sales India History

Sales India was founded in 1971 by our current Chairman and CEO, Mr.John Geevargese, as a
little retail outlet of refrigerators and air-conditioners on Ashram Road, Ahmadabad. With his
honesty, extra ordinary futuristic vision, hard work and determination, today Sales India boasts
of over 600 employees, several warehouses, huge inventory and multiple outlets. During 1987
his young and energetic son Jose John jumped into the arena to provide yet more dynamism to
the organization and the rest is history. Mr. John Geevargese, fondly known as Johnsaab by
most, always maintained that in order to provide biggest quality merchandise and service to his
consumers, he must always depend on skills and integrity of professionals in every field.

VISION:

The vision of Sales India Pvt.Ltd. is to be the number one in the retail in electronics and durables
products and delivery services (for larger products e.g. washing machine, refrigeratoretc.)

MISSION:

The mission of our enterprise is to create unique customer satisfaction through innovation,
quality, productivity, human resources development, continuously striving for excellence with
pride in our values, and confidence in our approach.

"THE OVERALL MISSION OF SALES INDIA PVT.LTD IS TO BE THE FIRST CHOICE OF

THE CUSTOMERS."

CUSTOMER CARE:

Day by day the technology is getting more and more advanced and with the advancement its
complexity also increases. So at Sales India we understand that on sale as well as after sales
services also matter for the customers. For the after sales services and queries customers can
contact our Customer Care department. For any problems with the product or services from and
by the brands please contact our customer care department
SHIPPING POLICY:

Shipment:

We provide all over India shipment on www.salesindia.com.

If customer buys any product on www.salesindia.com,onceverify payment then product is ready

to ship:

The terms of delivery are different as per location wise.

If customer purchase any product where sales India presence, shipment will be within 48Hrs.

On purchase ofwww.salesindia.com

We will provide free shipment within Gujarat. And for other area we will charge as per
FedExrate.

Estimated delivery time depends on following factors:

D Shipment time is different as percolation.

Location of Product delivery (offside area takes 8-10Days.)

Delivery Charges :

Delivery charges are not hidden already given in customer checkout

pages on www.salesindia.com.

In case of Extra that will be depend on Location.

Return & Exchange Policy:

At the time of receipt of products, customer shall check to ensure that product is in proper
condition to his/her satisfaction and sign on delivery challan as his/her acceptance of the product.

Any damage discovered at the stage of inspection by the Customer when it is unpacked by the
delivery associate during delivery, the damaged product would be entitled for immediate
replacement.

If a product purchased, malfunctions at the time of demo/Installation, it will be treated as 'Dead-

On-Arrival" and the product will be entitled for replacement as per manufacturer's warranty
terms.

No request for exchange of product will be entertained subsequent to the customer signing the
document (delivery challan) acknowledging the receipt of the product to his/her satisfaction. In
case of defects noticed by customer thereafter, such defects will be serviced by the
Manufacturer's service centre as per the manufacturer's warranty terms.

Products like Mobile phones, Laptops, Tablets, Digital cameras, Handy cams and other IT
peripherals & accessories are under 'carry in warranty and all services are provided by
manufacturing companies through authorized service providers. This is also applicable for any
DO case.

If you are not satisfied with any of the product brought from us, we will happy toaccept them for
return and issue a Credit Note against the same subject to the following:

Request for return should be made within 7 days from date ofpurchase.

The product to be returned should be in saleable condition with original

Packing

Invoice copy /delivery challan / money receipt in original will be Required to be submitted at
the time of such request.

The Credit Note issued can be used for purchase of any product within the store within the
stipulated validity period and cannot be refunded in cash or otherwise.

Products like Mobile phones, Laptops, Digital Cameras, IT accessories, DVDs, Gaming
software, Air coolers, Free gifts & Personal care products will not be returned (taken back) or
exchanged once sold.

No return of any product purchased under a promotional scheme or Discount or where invoice
specifically mentions "no replacement". We reserve the right to request the customer for
identification.

The McKensy’s 7S Framework

The McKinsey 7S model was named after a consulting company, McKinsey and Company,
Which has conducted applied research in business and industry. The McKinsey 7S
Framework Was created as a recognizable and easily remembered model in business. The
seven variables, Which the authors term “levers”, all begin with the letter “S”:
These seven variables include structure, strategy, systems, skills, style, staff and shared
values. Structure is defined as the skeleton of the organization or the organizational chart. The
authors Describe strategy as the plan or course of action in allocating resources to achieve
identified Goals over time. The systems are the routine processes and procedures followed
within the Organization. Staff are described in terms of personnel categories within the
organization (e.g. Engineers), whereas the skills variable refers to the capabilities of the staff
within the Organization as a whole. The way in which key managers behave in achieving
organizational Goals is considered to be the style variable; this variable is thought to
encompass the cultural Style of the organization. The shared values variable, originally
termed super ordinate goals, Refers to the significant meanings or guiding concepts that
organizational members share.

From above 7, three are called Hard ‘S these are such as

• Strategy

• System

• Structure

And other four are called Soft ‘S’, namely

• Skills

• Staff

• Shared value

• Style
McKinsey’s 7s at Sales India

Strategy

Strategy is the plan of action an organization prepares in response to, or anticipation of,
changes In its external environment. Strategy is differentiated by tactics or operational actions
by its Nature of being premeditated, well thought through and often practically rehearsed.
Sales India routinely have different campaigning strategies for their new products and to
Move stock which offer exciting sales promotion offers for the customers to persuade them to
Know the product and purchase it. For e.g. During Christmas and New Year sale they had up
to 50% discount on products. Sales India uses display fixtures to communicate and educate
customer about the sales Promotion and they decorate the window areas with the products
related to their promotion.

System

The system that Sales India has for its sale of goods is friendlier and assists customer in
Purchase of products. The procedure that they follow in Sales India for sale of product is
Initially when customers walk in to store junior sales associate welcome customer in to store
by Greeting them and ask them how he can assist them, when customer ask him about his
required Product junior sales associate takes customer to that particular department and leaves
customer to Senior sales associate or Team leader to attend the customers, here the person
attend customer Queries and explain about product features and benefits. And also consult
them to go for Particular product. When customer makes purchasing decision the same person
takes customer to Cash counter to make bill of the purchased product and when customer
reaches cash counter Cashier at counter greet the customer and makes billing and keep the
product in Sales India Carry bag and hand over to customer in case goods are heavy to carry
there are store boys who Help customer taking them out of store and keep the products in
their vehicle and if the products Are huge in size they make delivery arrangement through
D&L Team.

Structure

The design of organizational structure is a critical task of the top management of an

organization. It is the skeleton of the whole organization. It prescribes the formal relationship
among various Positions and activities.
 3. Literature Review

LR1:

Year Title Keywords Authors Variables Conclusion

2014 Influence of Celebrity Syed Celebrity Results of
celebrity Endorsement, Rameez ul congruence, study are
endorsement Purchase Hassan1, Purchase somehow
on consumer Intention, Raja Ahmed intention, contradict
purchase Brand, Jamil2* Celebrity with the
intention for Pakistan expertise, extant
existing Physical literature
products: A attractiveness, but are
comparative Credibility / realistic in
study trustworthiness, Pakistani
context
because
people are
brand loyal,
their taste
and choice
preference is
not due to
celebrity
attributes but
due to their
previous
experience
with product
or service
Advertisement by Involvement of celebrities has become an essence in modern competitive
marketing environment for high recognition and creation of strong product perception. Celebrity
endorsement is the main focus of the study where Pakistani and Indian celebrities with their
attributes are used for their endorsement effect on purchase intention.

LR2:

Year Title Keywords Authors Variables Conclusion

2006 The impact Retail trade, James J. Satisfaction These results
of brand trust Trust, Zboja, with the serve as a
and Customer Clay M. brand, starting point
satisfaction satisfaction, Voorhees Trust in the for the
on retailer Brands brand, empirical
repurchase Satisfaction investigation
intentions with the of Webster’s
retailer, (2000)
Trust in the proposed
retailer, three-way
Retailer relationship
repurchase among
intentions brands,
consumers,
and resellers.
Through
working
together, both
manufacturers
and retailers
alike can
benefit from
powerful
 brands and
manufacturer
names.
+

This research provides a preliminary examination of the relationship between brands, retailers,
and consumers. The results suggest that halo effects exist between customer perceptions of
brands and retailers. Future research could attempt to discern how this transference from brand to
retailer occurs and replicate these findings in other industries or product types.

LR3:

Year Title Keywords Authors Variables Conclusion

2006s When Brand Customer Jung-Chae Satisfaction, The direct
Attitudes satisfaction, Suh, Abrand, effects of
Affect the Brand Youjae Yi Corporate customer
Customer attitudes, image, satisfaction
Satisfaction- Loyalty, Aad, on brand
Loyalty Involvement Loyalty loyalty are
Relation: The stronger
Moderating when product
Role of involvement
Product is low,
Involvement whereas its
indirect
effects,
through its
mediating
impact on
brand
attitudes, are
 stronger
when product
involvement
is high.

Drawing on the attitude accessibility and stability theories, we investigate the moderating role of
product involvement in the customer satisfaction-loyalty relation. Structural equation modelling
shows that customer satisfaction has both direct and indirect effects on loyalty, whereas ad
attitudes and corporate image have only indirect effects through their mediating influence on
brand attitudes.

LR4:

Year Title Keywords Authors Variables Conclusion

2006 Customer Customer carl asante, Information Internet users
satisfaction satisfaction, Buntar Technology currently
with electronic Aditama Category, share music
electronic customer Perceived and video
service relationship, Employee files using
encounters electronic Characteristics peer-to-peer
service and tech-
encounter, Behaviors, nologies. In
management Trust, the future,
Customer’s Internet users
Situation may use this
Before the technology to
Encounter buy and sell
products and
services,
 enabling pure
unbrokered
C2C service
encounters.
This may
create a
unique
situation that
deserves
empirical
investigation.

Customer relationship management is an integral component of business strategy for on-line

service providers. This paper investigates the aspects of on-line trans-actions in electronic
retailing that are most likely to satisfy or dissatisfy customers, thereby increasing or decreasing
the likelihood of building and maintaining relationships with them.

LR5:

Year Title Keywords Authors Variables Conclusion

2010 The effect of Trust Myung-Ja Navigation According to
perceived e-Commerce Kim a Functionality, the OECD’s
trust on Navigation , Namho Perceived 2008
electronic functionality Chung b Security, statistics
commerce: Security , Choong-Ki Transaction (Seoul
Shopping Transaction Lee b,* Cost, Trust, Finance
online for cost Satisfaction Internet
tourism Satisfaction , Loyalty News, 2009),
products and Loyalty Korea was
services in Tourism e- ranked
 South Korea commerce number
one in terms
of the
percentage of
homes with
Internet
access, at
80.6% of the
total
population.
The survey
also reported
that two-
thirds of
Koreans with
access to the
Internet at
home are
online
shoppers

In modern society, most people are discovering online shopping, and some are making very good
use of electronic commerce. Companies have enthusiastically used the Internet as a key
marketing tool and sales vehicle for their products and services.

LR6:

Year Title Keywords Authors Variables Conclusion

2011 Measuring Customer Erkan Image, given the
the efficiency satisfaction Bayraktar a , Expectations, relative
 of customer Customer Ekrem Perceived paucity of
satisfaction loyalty DEA Tatoglu b , quality, marketing
and loyalty Mobile Ali Perceived research in
for mobile phone sector Turkyilmaz c value, emerging
phone brands Turkey , Dursun Customer countries,
with DEA Delen d,⇑ , loyalty, there is an
Selim Zaim e Customer obvious need
satisfaction for
comparison
of similar
studies in
other
developed
countries.

The concept of customer satisfaction and loyalty (CS&L) has attracted much attention in recent
years. A key motivation for the fast growing emphasis on CS&L can be attributed to the fact that
higher customer satisfaction and loyalty can lead to stronger competitive position resulting in
larger market share and profitability

LR7:

Year Title Keywords Authors Variables Conclusion

2011 The Effects brand Azize ùahina brand In this
of Brand experience, , Cemal experience, present
Experiences, brand trust, Zehirb brand trust, research, we
Trust and brand , Hakan brand propose the
Satisfaction satisfaction, Kitapçıb satisfaction, effects of
on Building brand loyalty , a∗ brand loyalty brand
Brand experiences
 Loyalty; An to
Empirical build long-
Research On lasting brand
Global and customer
Brands relationship
with brand
trust,
satisfaction,
and loyalty.
The study
was
conducted on
258
respondents.
As a result of
this study,
brand
experiences,
satisfaction,
trust have
positively
effects
brand loyalty

Marketing academics and practitioners have acknowledged that consumers look for brands that
provide them with unique and memorable experiences. As a result, the concept of brand
experience has become of great interest to marketers. The present field study, conducted with
actual consumers, addresses the question whether different consumers prefer different
experiential appeals and whether experiential types create the relationships between brand
experiences, satisfaction, trust and loyalty.
LR8:

Year Title Keywords Authors Variables Conclusion

2012 Asymmetric Quality and Slavko service The results
and expectations Ažman1 quality, show that the
Nonlinear Customer , Boštjan customer influence of
Impact of satisfaction Gomišček2 satisfaction, dissatisfaction
Attribute- Repurchase automotive is different
Level industry, from the
Performance asymmetry, influence of
on Overall nonlinearity. satisfaction,
Customer and that the
Satisfaction influence of
in the satisfaction on
Context overall
of Car satisfaction is
Servicing of greater than
Four the influence
European of
Automotive dissatisfaction.
Brands in The results
Slovenia also show that
nonlinearity is
applicable to
certain
attributes of
vehicle
servicing, but
not to all.
Increased customer satisfaction also guarantees long-term commercial success of a business
through customer loyalty. And that is why we measure customer satisfaction - to gain insight into
the satisfaction of our customers, their needs.

LR9:

Year Title Keywords Authors Variables Conclusion

2013 Role of Social media Usha Social media Social media
social media review, Ramanathan*a review, has
in retail customer , Nachiappan Brand undoubtedly
network satisfaction, Subramanianb satisfaction, changed the
operations service , Guy Parrottc Service way of doing
and operations, operations, business in
marketing to promotional Customer the last two
enhance sales satisfaction, decades. It
customer Promotions has not only
satisfaction changed the
competitive
landscape,
but provided
greater
choices and
options for
customers
providing
tangible
examples of
the provision
of both the
convenience
and choice
concepts
 discussed in
the 4c’s
model.

Social media reviews dramatically impact upon customer satisfaction. Similarly our empirical
analysis identifies the significant and positive role played by service operations in customer
satisfaction levels.

LR10:

Year Title Keywords Authors Variables Conclusion

2014 Influence of Celebrity Syed Celebrity Results of
celebrity Endorsement Rameez ul congruence, study are
endorsement , Purchase Hassan1, Purchase somehow
on consumer Intention, Raja Ahmed intention, contradict
purchase Brand, Jamil2* Celebrity with the
intention for Pakistan expertise, extant
existing Physical literature
products: A attractiveness, but are
comparative Credibility / realistic in
study trustworthiness, Pakistani
context
because
people are
brand loyal,
their taste
and choice
preference is
not due to
celebrity
attributes but
 due to their
previous
experience
with product
or service

Advertisement by Involvement of celebrities has become an essence in modern competitive

marketing environment for high recognition and creation of strong product perception. Celebrity
endorsement is the main focus of the study where Pakistani and Indian celebrities with their
attributes are used for their endorsement effect on purchase intention.

LR11:

Year Title Keywords Authors Variables Conclusion

2016 The Retailer’s Osman M. Satisfaction, This study
Customers brand, Zaina*, Quality, attempts to
Satisfaction Product Mohammed Product uncover the
on Retailers’ satisfaction, Bashir price, customers’
Brand Product risks, Saidub Promotion, acceptance,
Products: A Product Perceived and identify
Study on quality. risk factors
Selected deemed
Areas in important in
Klang Valley influencing
this
satisfaction
The results of
the study
support past
study in the
 developed
nations
whereby
there exist
significant
relations
between
customers’
satisfaction
and the other
four factors.

In recent years, there has been a shift from national brand towards retailer’s brand. This
phenomenon is very obvious in developed nations, while growing increasingly in developing
nations, such as Malaysia. s. All the four factors identified by past study also have significant
influence on customers’ satisfaction with the retailers’ retailer’s brand products.

LR12:

Year Title Keywords Authors Variables Conclusion

2016 The Relationship P.G. Mostert Brand Results from
interrelationships intention, 6, D.J. Petzer Loyalty, this study
between Customer and A. Customer indicate that
customer satisfaction, Weideman Satisfaction, there is a
satisfaction, Brand loyalty Relationship direct
brand loyalty Intention positive
and relationship relationship
intentions of between
Generation Y customer
consumers satisfaction
towards and brand
loyalty to
 smart phone smart phone
brands brands
among
Generation Y
consumers.

Smart phone marketers are finding it difficult to maintain market share in a market characterised
by fierce competition and continued new product development. Generation Y consumers
generally have a good command of technology and engage in technology-related behaviour such
as texting, tweeting and web-surfing. When it comes to the adoption of smart phone applications,
it is believed that Generation Y is leading the way.

LR13:

Year Title Keywords Authors Variables Conclusion

2017 Customer Website, Urvashi Navigation, The purpose
Satisfaction service Tandon, Security and of this
as Mediator quality, a Ravi Kiran, privacy, research is to
Between customer a Ash N. Website develop a
Website satisfaction, Saha design, research
Service repurchase, Customization, model to
Quality and intention, Repurchase understand
Repurchase online intention the important
Intention: An shopping, dimensions
Emerging Internet of website
Economy marketing,. service
Case navigation. quality and
esse of use its influence
information, on
usefulness repurchase
 website intention.The
design study also
analyzes the
mediating
effect of
customer
satisfaction
on repur
chase
intention.

This study has developed the instrument dimensions of website service quality in online
shopping context. The study has also refined the scale of repurchase intention by including
"cash-on-delivery" (COD) mode of payment as a new dimension to inculcate confidence for
online shopping in emerging economies.

LR14:

Year Title Keywords Authors Variables Conclusion

2017 Consumers’ consumer- Bastian Customer- brand
relationships brand Poppa* and Community communities
with brands identification, Herbert Identification are
and brand customer Woratschekb Customer particularly
communities satisfaction, Satisfaction useful for
– The brand with gaining new
multifaceted communities, Community customers,
roles customer Positive whereas no
of loyalty, WOM increase in
identification word-of-mouth Community brand loyalty
and communication Customer- could be
 satisfaction Brand found.
Identification Managers are
Brand generally
Loyalty advised to
Positive specify
WOM constructs of
Brand interest
Community related to
Loyalty different
Customer relevant
Satisfaction targets of
with identification.
Brand

This study integrates consumer-brand identification and customer satisfaction as core

relationship drivers to study their interrelationships as well as the effects on customer loyalty and
word-of-mouth communication.

LR15:

Year Title Keywords Authors Variables Conclusion

2017 Customer website Urvashi Ease of understanding
Satisfaction service Tandon,a understanding the online
as Mediator quality ,custo Ravi Kiran,a Ease of use customers’
Between mer Ash N. Saha Ease of perception
Website satisfaction, ordering and
Service repurchase Information expectation
Quality and intention , usefulness from website
Repurchase online Security and service
Intention: An shopping privacy quality;
 Emerging Internet Website developing
Economy marketing design and testing an
Case navigation Navigation instrument on
ease of use Customization dimensions of
information Consistency website
usefulness service
website quality;
design

The purpose of this research is to develop a research model to understand the important
dimensions of website service quality and its influence on repurchase intention. The study also
analyzes the mediating effect of customer satisfaction on repurchase intention. The results of
empirical analysis confirmed that website quality can be conceptualized as a composite of
navigation, ease of understanding, information usefulness, website design, ease of use, security
and privacy, ease of ordering, and customization.

LR16:

Year Title Keywords Authors Variables Conclusion

2019 How does Sensory Oriol Iglesia, Gender, In broad
Sensory brand Stefan Occupation, terms, this
Brand experience, Markovic1, Income, paper
Experience banking Josep Rialp, Age contributes to
influence industry, the literature
Brand brand equity, by advancing
Equity? employee knowledge of
Considering empathy, the brand
the roles of customer equity
Customer affective formation
Satisfaction, commitment, process,
 Customer customer which is
Affective satisfaction especially
Commitment, relevant and
and requires
Employee further
Empathy academic
attention in
services
settings

Results show that sensory brand experience has a positive indirect impact on brand equity,
through customer satisfaction and customer affective commitment. Customer satisfaction
positively influences customer affective commitment, and employee empathy negatively
moderates the relationship between sensory brand experience and customer satisfaction.

LR17:

Year Title Keywords Authors Variables Conclusion

2020 Marketing- Customer Ganesh Dash Brand this study fills
to- satisfaction, a , Kip Kiefer Identity, a theoretical
Millennials: Purchase b , Justin Brand Image, gap with
Marketing intention, Paul c,d Brand regard to
4.0, customer Branding, Integrity, branding and
satisfaction Millennials Brand the evolution
and purchase Interaction, from
intention Customer Marketing 3.0
Satisfaction, to Marketing
Purchase 4.0.
Intention However, this
paper also
 calls for
additional
planning and
diligence in
testing
Marketing
4.0,
especially in
emerging
markets and
in various
geographic
contexts and
environments.

This study explores the evolution of Marketing 4.0 and empirically examines its impact on
customer satisfaction and purchase intention. Marketing 4.0, an upgrade to the previous
Marketing 3.0 model, aims to include the influence of brand interaction in the digital age.

LR18:

Year Title Keywords Authors Variables Conclusion

2021 Social Media social media; Sukanya Interactivity, It is
Activities social media Sharma 1 Informativeness, concluded
and Its marketing; , Saumya Personalization, that the
Influence on apparel Singh 1,*, Trendiness, “costumer”–
Customer- industry; Fedric Kujur Word-of-Mouth, brand
Brand purchase 1 and Gairik Trust, relationship
 Relationship: intention; Das 2 Satisfaction, does have a
An Empirical brand Commitment, positive
Study of relationship Purchase impact on
Apparel Intention “costumers”
Retailers’ purchase
Activity intention
in India through SM.

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping
behaviour of “costumers” The SM provides a platform where “costumers” are exposed to the
best product with the best price along with reviews and opinions about the merchandise.

LR19:

Year Title Keywords Authors Variables Conclusion

2021 The effects Buying Hala O. Al- Gender, The rapid
of user Behavior Rawabdeha*, Educational proliferation
generated Consumer Hamad level, Daily of modern
content and Generated Ghadira social media ICT,
traditional Content and Ghaith usage, smartphones,
reference Online Al- Electronic and e-
groups on Communities Abdallahb,c products commerce
purchase Reference previously are
intentions of Groups purchased, increasingly
young Durable Most proliferating
consumers: Products preferred the Middle
A Post social media East and
comparative Purchase platform North
study on After Sales Africa, and
electronic Services related
 products Emerging activities and
Economies the
Jordan importance
of these
developments
are
increasingly
apparent in
Jordan

the impact of post-purchase user generated content (UGC) and traditional reference groups on
the purchase intentions for electronic products (e-products) among young consumers in Jordan.
To achieve this, a descriptive methodology was adapted, with a quantitative approach and survey
strategy utilizing a five-point Likert scale questionnaire distributed to 450 university and college
students in Jordan.

LR20:

Year Title Keywords Authors Variables Conclusion

2021 A After sales Vigneshwaran Belief, Brand Customer
Theoretical service, SR and M. Awareness, Satisfaction
Framework automobile Mathirajan Service has become a
for Customer customer Quality, key to
Satisfaction loyalty, Product success
and customer Quality, for any
Customer satisfaction. Economic automobile
Loyalty at Service, after sales
Automobile Convenient service
After Sales service, (AASS)
Service Service business
Centres Capability, organizations
Warranty and therefore
 Handling, AASS
Service business
Contract, and organization
Insurance (or
Handling. centre)
should never
ignore the
importance
of customer
satisfaction

In this paper, we have collected many variables from the literature for measuring these factors
Belief, Brand Awareness, Service Quality, Product Quality, Economic Service, Convenient
service, Service Capability, Warranty Handling, Service Contract, and Insurance Handling. In
addition, few other variables are defined by self, considering their importance in affecting
customer satisfaction and customer loyalty at AASS centers.
Hypothesis

H1: Trust worthiness positively influences customer satisfaction

H2: Brand Advertising positively influences customer satisfaction

H3: Brand image positively influences customer satisfaction

H4: Brand Awareness positively influences customer satisfaction

H5: Trust worthiness positively influences Purchase intention

H6: Brand Advertising positively influences Purchase intention

H7: Brand image positively influences Purchase intention

H8: Brand Awareness positively influences Purchase intention

H9: There is significant relation between customer satisfaction and purchase intention

Research Model

Trust Worthiness

Brand Advertising
Value
Customer satisfaction

Brand image

Purchase Intention

Brand awareness
 Research Methodology:

Measures of Study
 Purchase Intention
 Trust Worthiness
 Customer satisfaction
 Brand image
 Brand awareness
 Brand Advertising Value

4.1 Sampling Design

Target Population

Target populations for the research were the People who are well aware about various brands in
sales India.

Sampling frame/unit/element

For the research purpose following were characteristics of the ideal population;

⮚ Persons - Must be aware about various brands in sales India.

⮚ Gender - Male & Female

⮚ Age - More than 15 years

⮚ Education - At least Primary school

Sampling method

For the selection of samples random sampling method was used in the study.

Data collection Technique

Data for the study have been collected from primary data.

Primary data: Primary data was collected from the area of Gujarat state and from 258
respondents. For primary data collection online survey was conducted. Link of the online
questionnaire was sent to respondents via various social media platforms.
Data analysis plan

Data analysis will be done using Statistical Package for Social Sciences version 28.0. Different
types of statistical tests will be performed depending on the variables under study. The
inferences and conclusion are drawn from the output of these tests are presented in the upcoming
chapters

Summary

This chapter is about the introduction to research methodology. It includes the data like sample
size, sample unit, research deign, sampling method, research objectives etc. all the above
mention things are being discussed in detail in the given above chapter. The next part of the
project comes to the analysis of the data. And various statistical test are been performed with the
help of SPSS and analysis is been discussed in the next chapter.
 5. Data Analysis
The purpose of this chapter is to analyse the raw data and convert them into some useful
information. This chapter includes compilation of primary data that is collected Broad
observations are made after analysing the data. The data were analysed using Statistical Package
for Social Sciences version 24.0 Different types of statistical tests were performed depending on
the variables under study. The inferences and conclusion are drawn from the output of these tests
are presented in this chapter.

Reliability of Measures/Scale

Variables No. of Items Cronbach α

Trust worthiness 3 0.839

Brand advertising value 3 0.810

Brand image 2 0.690

Brand awareness 3 0.855

Customer satisfaction 3 0.833

3 0.839
Purchase intention

This model is a model of internal consistency, based on the average inter – item correlation.
Cronbach’s alpha is the most common measure of internal consistency (“reliability”). It is most
commonly used when you have multiple Likert scale questions in a questionnaire that form a
scale and you wish to determine if the scale is reliable.

If a reliability coefficient of .700 or higher is considered “acceptable” in most social science

research situations. Here Cronbach’s alpha for trust worthiness is .839, for brand advertising
value .810, for brand image is .690, for brand awareness is .855, for customer satisfaction
is .833, for purchase intention is .839, which indicates an acceptable level of internal consistence
and reliability for scale with this specific sample.

Demographic item analysis

Variable Category Frequency Percentage

Gender Male 165 64%

Female 93 36%

Age 15-25 Year 126 48.8%

25-35 Year 48 18.5%

35-55 Year 53 20.5%

55 and above 31 12%

Qualification Primary school 10 3.9%

Higher secondary 22 8.5%

Graduate 119 46.1%

Post-Graduate 89 34.5%

Other 18 7%

Occupation Student 124 48.1%

Private 28 10.9%

Government 34 13.2%

Self employed 48 18.6%

Professional 24 9.3%
 Income Below Rs 10000 115 44.6%

Rs 10000-Rs 25000 36 14%

Rs25000-Rs 45000 46 17.8%

Rs 45000 above 61 23.6%

Marital status Married 123 47.7%

Unmarried 135 52.3%

There were 165 males in the samples taken for the research report. And there were 93 Females in
the samples taken for the research report. There is a dominance of male in the samples, as the
sample contains 36% Females and 64% Males.

There were peoples of different ages in the samples. As shown in the table highest number of
respondents in any age group is 126 respondents of the age group 15-25 years. 48 respondents
were between the age group of 25-35 years. 53 respondents were 35-55 years of age. 31
respondents were 55 and above.

In the sample, around 115 of the size of the sample had monthly income below 10000. 36
respondents had income Rs10000-Rs25000, 46 respondents had income from Rs 25,000 to Rs
45,000 and 61 respondents had monthly income above Rs 45,000.

There were people of different Qualification in the samples. As shown in the table highest
number of respondents in any Qualification group is 119 respondents of the group of Graduate.
10 respondents were primary school and 22 respondents were group of higher secondary. 89
respondents were post graduate and 18 respondents were group of other.

There were people of different Occupation in thew samples. As shown in the table highest
number of respondents in any Occupation group is 28 respondents of the Occupation Group
Private Job. 124 respondents were group of Student and 34 respondents were group of
Government Job. 48 respondents were self-employed and 24 respondents were group of
professional.

In the sample, 123 people were married and 135 respondents were unmarried.

ANOVA

1. GENDER

Test of Homogeneity of Variances

Levene Statistic df1 df2 Sig.
CS1 Based on Mean .630 1 254 .428
Based on Median 2.632 1 254 .106
Based on Median and with 2.632 1 229.895 .106
adjusted df
Based on trimmed mean 1.013 1 254 .315
CS2 Based on Mean 3.620 1 254 .058
Based on Median 4.446 1 254 .036
Based on Median and with 4.446 1 252.568 .036
adjusted df
Based on trimmed mean 3.544 1 254 .061
CS3 Based on Mean .007 1 254 .932
Based on Median .226 1 254 .635
Based on Median and with .226 1 253.680 .635
adjusted df
Based on trimmed mean .110 1 254 .741

In the above shown test of homogeneity of variances table, P value is higher than 0.05 (p>0.05).
It means there is no difference in variance and hence, equal variances are assumed
 ANOVA
Sum of Squares df Mean Square F Sig.
CS1 Between Groups 8.639 1 8.639 8.994 .003
Within Groups 243.971 254 .961
Total 252.609 255
CS2 Between Groups .109 1 .109 .117 .733
Within Groups 235.606 254 .928
Total 235.715 255
CS3 Between Groups 2.012 1 2.012 1.581 .210
Within Groups 323.223 254 1.273
Total 325.234 255

In the ANOVA table, significance value is Less than 0.05. It means that Gender does not create any
differential impact on the Adoption towards the retail industry.

AGE

Test of Homogeneity of Variances

Levene Statistic df1 df2 Sig.
CS1 Based on Mean .246 3 252 .864
Based on Median 1.057 3 252 .368
Based on Median and with 1.057 3 218.582 .368
adjusted df
Based on trimmed mean .178 3 252 .911
CS2 Based on Mean 1.245 3 252 .294
Based on Median 2.158 3 252 .093
Based on Median and with 2.158 3 245.193 .094
adjusted df
Based on trimmed mean 1.555 3 252 .201
CS3 Based on Mean 2.596 3 252 .053
Based on Median 1.340 3 252 .262
Based on Median and with 1.340 3 224.651 .262
adjusted df
Based on trimmed mean 2.148 3 252 .095
In the above shown test of homogeneity of variances table, P value is mostly higher than 0.05
(p>0.05). It means there is no difference in variance and hence, equal variances are assumed.
 ANOVA
Sum of Squares df Mean Square F Sig.
CS1 Between Groups 12.007 3 4.002 4.192 .006
Within Groups 240.603 252 .955
Total 252.609 255
CS2 Between Groups 2.132 3 .711 .767 .514
Within Groups 233.583 252 .927
Total 235.715 255
CS3 Between Groups 3.423 3 1.141 .893 .445
Within Groups 321.812 252 1.277
Total 325.234 255

In the ANOVA table, significance value is higher than 0.05. It means that Age does not create any
differential impact on the Adoption towards the various brands.

QUALIFICATION

Test of Homogeneity of Variances

Levene Statistic df1 df2 Sig.
CS1 Based on Mean 1.912 4 251 .109
Based on Median 1.935 4 251 .105
Based on Median and with 1.935 4 233.674 .105
adjusted df
Based on trimmed mean 2.030 4 251 .091
CS2 Based on Mean .688 4 251 .601
Based on Median .602 4 251 .662
Based on Median and with .602 4 243.567 .662
adjusted df
Based on trimmed mean .888 4 251 .471
CS3 Based on Mean 1.338 4 251 .256
Based on Median .840 4 251 .501
Based on Median and with .840 4 237.350 .501
adjusted df
Based on trimmed mean 1.345 4 251 .254

In the above shown test of homogeneity of variances table, P value is higher than 0.05 (p>0.05). It means
there is no difference in variance and hence, equal variances are assumed.
 ANOVA
Sum of Squares df Mean Square F Sig.
CS1 Between Groups 6.273 4 1.568 1.598 .175
Within Groups 246.337 251 .981
Total 252.609 255
CS2 Between Groups 6.534 4 1.633 1.789 .132
Within Groups 229.181 251 .913
Total 235.715 255
CS3 Between Groups 6.961 4 1.740 1.372 .244
Within Groups 318.273 251 1.268
Total 325.234 255

In the ANOVA table, significance value is higher than 0.05. It means that Income does not
create any differential impact on the Adoption towards the various brands.

OCCUPATION

Test of Homogeneity of Variances

Levene Statistic df1 df2 Sig.
CS1 Based on Mean .314 4 251 .868
Based on Median 1.687 4 251 .154
Based on Median and with 1.687 4 210.170 .154
adjusted df
Based on trimmed mean .674 4 251 .611
CS2 Based on Mean 1.621 4 251 .169
Based on Median 2.494 4 251 .044
Based on Median and with 2.494 4 236.273 .044
adjusted df
Based on trimmed mean 1.676 4 251 .156
CS3 Based on Mean 1.627 4 251 .168
Based on Median .692 4 251 .598
Based on Median and with .692 4 184.384 .598
adjusted df
Based on trimmed mean 1.471 4 251 .212
In the above shown test of homogeneity of variances table, P value is higher than 0.05 (p>0.05).
It means there is no difference in variance and hence, equal variances are assumed.

ANOVA
Sum of Squares df Mean Square F Sig.
CS1 Between Groups 11.309 4 2.827 2.941 .021
Within Groups 241.301 251 .961
Total 252.609 255
CS2 Between Groups 4.274 4 1.069 1.159 .330
Within Groups 231.441 251 .922
Total 235.715 255
CS3 Between Groups 8.604 4 2.151 1.705 .149
Within Groups 316.630 251 1.261
Total 325.234 255

In the ANOVA table, significance value is higher than 0.05. It means that Occupation does not create any
differential impact on the Adoption towards the various brands

INCOME

Test of Homogeneity of Variances

Levene Statistic df1 df2 Sig.
CS1 Based on Mean 2.334 3 252 .075
Based on Median 4.161 3 252 .007
Based on Median and with 4.161 3 210.824 .007
adjusted df
Based on trimmed mean 3.132 3 252 .026
CS2 Based on Mean 6.024 3 252 .001
Based on Median 4.511 3 252 .004
Based on Median and with 4.511 3 239.538 .004
adjusted df
Based on trimmed mean 5.969 3 252 .001
CS3 Based on Mean 5.116 3 252 .002
Based on Median 2.765 3 252 .042
Based on Median and with 2.765 3 230.935 .043
adjusted df
 Based on trimmed mean 4.650 3 252 .003
In the above shown test of homogeneity of variances table, P value is higher than 0.05 (p>0.05).
It means there is no difference in variance and hence, equal variances are assumed.

ANOVA
Sum of Squares df Mean Square F Sig.
CS1 Between Groups 11.645 3 3.882 4.060 .008
Within Groups 240.964 252 .956
Total 252.609 255
CS2 Between Groups 5.701 3 1.900 2.082 .103
Within Groups 230.014 252 .913
Total 235.715 255
CS3 Between Groups 6.974 3 2.325 1.841 .140
Within Groups 318.260 252 1.263
Total 325.234 255

In the ANOVA table, significance value is higher than 0.05. It means that Qualification does not
create any differential impact on the Adoption towards the digital various brands.

MARITAL STATUS

Test of Homogeneity of Variances

Levene Statistic df1 df2 Sig.
CS1 Based on Mean .044 1 254 .835
Based on Median 4.882 1 254 .028
Based on Median and with 4.882 1 226.291 .028
adjusted df
Based on trimmed mean .882 1 254 .348
CS2 Based on Mean 2.388 1 254 .123
Based on Median 4.341 1 254 .038
Based on Median and with 4.341 1 252.579 .038
adjusted df
Based on trimmed mean 2.448 1 254 .119
CS3 Based on Mean 2.813 1 254 .095
Based on Median 3.140 1 254 .078
Based on Median and with 3.140 1 249.451 .078
adjusted df
 Based on trimmed mean 3.358 1 254 .068
In the above shown test of homogeneity of variances table, P value is higher than 0.05 (p>0.05).
It means there is no difference in variance and hence, equal variances are assumed.

ANOVA
Sum of Squares df Mean Square F Sig.
CS1 Between Groups 13.412 1 13.412 14.242 .000
Within Groups 239.197 254 .942
Total 252.609 255
CS2 Between Groups .807 1 .807 .873 .351
Within Groups 234.908 254 .925
Total 235.715 255
CS3 Between Groups .112 1 .112 .087 .768
Within Groups 325.123 254 1.280
Total 325.234 255

In the ANOVA table, significance value is higher than 0.05. It means that marital status does not create
any differential impact on the Adoption towards the various brands

REGRESSION
CUSTOMER SATISFACTION

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 156.543 4 39.136 209.673 .000b
Residual 46.849 251 .187
Total 203.392 255
a. Dependent Variable: CSAVG
b. Predictors: (Constant), BWAVG, BIAVG, TWAVG, BAVAVG

It was necessary to check first that the model is fit or not. In the ANOVA table, significance is
less than 0.05. It means that the model is fit.

Model Summary
 Change Statistics
Adjusted R Std. Error of R Square Sig. F
Model R R Square Square the Estimate Change F Change df1 df2 Change
1 .877a .770 .766 .43203 .770 209.673 4 251 .000
a. Predictors: (Constant), BWAVG, BIAVG, TWAVG, BAVAVG

R is known as the explanatory power. It means that how much the independent variables explain
the dependent variable. R is a statistical measure of how close the data are to the fitted
regression line. In the above table we can see that value of R Square is 0.770. It means
independent variables explain the dependent variable up to 77%.

Coefficientsa
Standardized
Unstandardized Coefficients Coefficients Collinearity Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) .119 .070 1.696 .091
TWAVG .368 .052 .375 7.021 .000 .321 3.116
BAVAVG .204 .054 .209 3.749 .000 .296 3.380
BIAVG .212 .051 .215 4.116 .000 .335 2.987
BWAVG .155 .054 .165 2.873 .004 .277 3.606
a. Dependent Variable: CSAVG

In order to know the significance of the variables, p values should be less than 0.05 (p<0.05).
Significance value of independent variables are trust worthiness (t=7.021, p=0.000), brand
advertising value (t=3.749, p=0.000), brand image (t=4.116, p=0.000) and brand awareness
(t=2.873, p=0.004).

In independent variables trust worthiness is the most significant variable as its standardized beta
value is 0.375. The second most significant variable is brand image and its standardized beta
value is 0.215. The third most significant variable is brand advertising value and its standardized
beta value is 0.209. The fourth most significant variable is brand awareness and its standardized
beta value is 0.165. It means that trust worthiness is the variable that influences customer
satisfaction.
PURCHASE INTANTION

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 144.693 4 36.173 123.301 .000b
Residual 73.636 251 .293
Total 218.329 255
a. Dependent Variable: PIAVG
b. Predictors: (Constant), BWAVG, BIAVG, TWAVG, BAVAVG

It was necessary to check first that the model is fit or not. In the ANOVA table, significance is
less than 0.05. It means that the model is fit.

Model Summary
Change Statistics
Adjusted R Std. Error of R Square Sig. F
Model R R Square Square the Estimate Change F Change df1 df2 Change
a
1 .814 .663 .657 .54164 .663 123.301 4 251 .000
a. Predictors: (Constant), BWAVG, BIAVG, TWAVG, BAVAVG

R is known as the explanatory power. It means that how much the independent variables explain
the dependent variable. R is a statistical measure of how close the data are to the fitted
regression line. In the above table we can see that value of R Square is 0.663. It means
independent variables explain the dependent variable up to 66.3 %.

Coefficientsa
Standardized
Unstandardized Coefficients Coefficients Collinearity Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) .269 .088 3.049 .003
TWAVG .485 .066 .477 7.379 .000 .321 3.116
BAVAVG .101 .068 .100 1.479 .140 .296 3.380
BIAVG -.002 .064 -.002 -.038 .969 .335 2.987
BWAVG .290 .068 .298 4.285 .000 .277 3.606
a. Dependent Variable: PIAVG

In order to know the significance of the variables, p values should be less than 0.05 (p<0.05).
Significance value of independent variables are trust worthiness (t=7.379, p=0.000), brand
advertising value (t=1.479, p=0.140), brand image (t= -0.038, p=0.969) and brand awareness
(t=4.285, p=0.000).

In independent variables trust worthiness is the most significant variable as its standardized beta
value is 0.477. The second most significant variable is brand awareness and its standardized beta
value is 0.298. The third most significant variable is brand advertising value and its standardized
beta value is 0.100. The fourth most significant variable is brand image and its standardized beta
value is -0.002. It means that trust worthiness is the variable that influences purchase intention.
 Suggestions

Some of the customers have complained about the slack in the delivery process and timings.
Therefore, this is the area which I recommend to the showroom to focus a little bit more. It needs
to improve its delivery process and time. Need to become little quick and fast.

Some of the customers have also complained about the after-purchase services provided by the
showroom. Even though the complaints are minor, the showroom needs to resolve the customer
after purchase service issues in order to achieve customer satisfaction Improvement of Services:
The first and foremost recommendation that can be suggested from the findings of the research is
the improvement in services. The customers now have huge options for selecting a magazine, as
there are so many prosumers of magazines in different language and increased usage of internet
Therefore a small problem faced by a custom may lead to losing that one A better distribution
channel: would also like to recommend that by Implementing a better distribution channel, TOI
can increase its market share.

constantly strive to improve your product or service based on customer feedback. For instance, if
the customer requests features you can’t yet deliver, always update them on the progress. This
lets you keep customer satisfaction levels high.