Sip 264

Customer service with reference to Brand Factory
EXECUTIVE SUMMARY
As a part of summer inplant project the research has been conducted on customer service with
reference to Brand Factory.
The main aim of this project is to find out the effectiveness of the customer service and also the
opinion of customers towards customer service offered in Brand Factory, Hubli. The study is
conducted as per the steps of marketing research. The research is conducted by taking the
feedback of customers visiting Brand Factory, Hubli.
The research is conducted with the help of both primary and secondary data. In primary data
questionnaire, feedback is used and in secondary data internet, books etc are used.
The objective of the project is to study about the organization and the effectiveness of customer
service in accordance with customers. The project also aims to know about the working of
corporate world.
The sample size was 100 customers of Brand Factory, Hubli. The tables and charts are used to
translate the responses into meaningful information to get most out of the collected data.
After conducting the research it is found that majority of customers are happy with the customer
service offered by the Brand Factory. It is also found that few customers were unhappy with the
customer service of Brand Factory. So the company must take necessary steps so that all the
customers are happy with its customer service.
The report also highlights on the importance of the customer service to a retail store. The quality
of customer service plays an important role in creating loyal customers. So it can be said that
company must have special focus towards customer service as it is important factor in increasing
sales.
Kousali Institute of management studies, Karnatak University, Dharwad. Page 1

1. Introduction to retail industry
The Indian retail industry has emerged as one of the most dynamic and fast-paced industries due
to the entry of several new players. The organized retail market in India is growing at a CAGR of
20-25 per cent per year. It accounts for over 10 per cent of the country’s Gross Domestic Product
(GDP) and around 8 per cent of the employment. India is the world’s fifth-largest global
destination in the retail space.
Market Size
India's retail market is expected to increase by 60 per cent to reach US$ 1.1 trillion by 2020, on
the back of factors like rising incomes and lifestyle changes by middle class and increased digital
connectivity. Online retail business is the next generation format which has high potential for
growth. Currently, it is expected to be a US$ 50 billion opportunity.
India is expected to become the world’s fastest growing e-commerce market, driven by robust
investment in the sector and rapid increase in the number of internet users. Various agencies
have high expectations about growth of Indian e-commerce markets.
Indian has occupied a remarkable position in global retail rankings; the country has high market
potential, low economic risk and moderate political risk. In FDI confidence Index, India ranks
11th (after U.S., Canada, Germany, United Kingdom, China, Japan, France, Australia,
Switzerland and Italy).
Investment Scenario
The Indian retail trading has received Foreign Direct Investment (FDI) equity inflows totaling
US$ 1.59 billion during April 2000–December 2018, according to the 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.
Beccos, a South Korean designer brand is set to enter the Indian market with an investment of
about Rs 1.00 billion (US$ 14.25 million) and open 50 stores by June 2019.
Walmart Investments Cooperative U.A has invested Rs 2.75 billion (US$ 37.68 million) in Wal-
Mart India Pvt Ltd.
Government initiatives
The Government of India has taken various initiatives to improve the retail industry in India.
Some of them are listed below:
 The Government of India may change the Foreign Direct Investment (FDI) rules in food
processing, in a bid to permit e-commerce companies and foreign retailers to sell Made in
India consumer products.
 Government of India has allowed 100 per cent Foreign Direct Investment (FDI) in online
retail of goods and services through the automatic route, thereby providing clarity on the
existing businesses of e-commerce companies operating in India.
Road Ahead
E-commerce is expanding steadily in the country. Customers have the ever increasing choice of
products at the lowest rates. E-commerce is probably creating the biggest revolution in the retail
industry, and this trend would continue in the years to come. India's e-commerce industry is
forecasted to reach US$ 200 billion by 2026. Retailers should leverage the digital retail channels
(e-commerce), which would enable them to spend less money on real estate while reaching out to
more customers in tier-2 and tier-3 cities.
It is projected that by 2021 traditional retail will hold a major share of 75 per cent, organized
retail share will reach 18 per cent and e-commerce retail share will reach 7 per cent of the total
retail market.
Nevertheless, the long-term outlook for the industry is positive, supported by rising incomes,
favorable demographics, entry of foreign players, and increasing urbanization
The roles of the key players in a typical retail supply chain:
 Manufacturers: Produce the goods, using machines, raw materials, and labor.

 Wholesalers: Purchase finished goods from the manufacturers and sell those goods to
retailers in large bulk quantities.
 Retailers: Sell the goods in small quantities to the end-user at a higher price,
theoretically at the MSRP (Manufacturer’s Suggested Retail Price).
 Consumer: End-user who buys the goods (or “shops”) from the retailer for personal use.

Types of retail outlets:
Mom-and-pop Stores
These are small family-owned businesses, which sell a small collection of goods to the
customers. They are individually run and cater to small sections of the society. These stores are
known for their high standards of customer service.
Department stores
Department stores are general merchandisers. They offer to the customers mid- to high-quality
products. Though they sell general goods, some department stores sell only a select line of
products. Examples in India would include stores like "Westside" and
"Lifestyle"--popular department stores.
Category Killers
Specialty stores are called category killers. Category killers are specialized in their fields and
offer one category of products. Most popular examples of category killers include electronic
stores like Best Buy and sports accessories stores like Sports Authority.
Malls
One of the most popular and most visited retail formats in India is the mall. These are
the largest retail format in India. Malls provide everything that a person wants to buy, all under
one roof. From clothes and accessories to food or cinemas, malls provide all of this, and more.
Examples include Spencers Plaza in Chennai, India, or the Forum Mall in Bangalore.
Discount Stores
Discount stores are those that offer their products at a discount, that is, at a lesser rate
than the maximum retail price. This is mainly done when there is additional stock left over
towards the end of any season. Discount stores sell their goods at a reduced rate with an aim of
drawing bargain shoppers.

Supermarkets
One of the other popular retail formats in India is the supermarkets. A supermarket is a grocery
store that sells food and household goods. They are large, most often self-service and offer a
huge variety of products. People head to supermarkets when they need to stock up on groceries
and other items. They provide products for reasonable prices, and of mid to high quality.
Street vendors
Street vendors, or hawkers who sell goods on the streets, are quite popular in India. Through
shouting out their wares, they draw the attention of customers. Street vendors are found in
almost every city in India, and the business capital of Mumbai has a number of shopping areas
comprised solely of street vendors. These hawkers sell not just clothes and accessories, but
also local food.
Hypermarkets
Similar to supermarkets, hypermarkets in India are a combination of supermarket and

department store. These are large retailers that provide all kinds of groceries and general
goods. Saravana Stores in Chennai, Big Bazaar and Reliance Fresh are hypermarkets that draw
enormous crowds.
Kiosks
Kiosks are box-like shops, which sell small and inexpensive items like cigarettes, toffees,
newspapers and magazines, water packets and sometimes, tea and coffee. These are most
commonly found on every street in a city, and cater primarily to local residents.

Major retailers in India:
Tata group
Established in 1998, Trent - one of the subsidiaries of Tata Group - operates Westside, a lifestyle
retail chain and Star India Bazaar - a hypermarket with a large assortment of products at the
lowest prices. In 2005, it acquired Landmark, India's largest book and music retailer. Tata’s has
also formed a subsidiary named Infiniti retail which consists of Croma, a consumer electronics
chain. Another subsidiary, Titan Industries, owns brands like “Titan”, the watch of India and
Tanishq, the jewellery brand. Sales turover was 197.13 crore in December 2010.
RPG group
One of the first entrants into organised food & grocery retail with Foodworld stores in 1996 and
then formed an alliance with Dairy farm International and launched health & glow (pharmacy &
beauty care) outlets. Now the alliance has dissolved and RPG has Spencer’s Hyper, Super, Daily
and Express formats and Music World stores across the country.
Metro Cash and Carry
Metro in India is famous for transportation. But, in 2003 the company has introduced a
subordinate company in name of “Metro cash and carry” where different products like
electronics, kitchenware, food, clothing and stationery are available under one roof at reasonable
prices and even at lower rates than local market. The company has managed to gain great
achievement over the years and holds its centers in metropolitan cities like Bangalore,
Hyderabad, Kolkata, Delhi and Mumbai. It is one of the budding retail stores in India.

Reliance
The company owns more than 560 Reliance Fresh stores and recently it has also launched
Reliance Mart Hypermart. The company further plans to launch its hypermart in Delhi / NCR,
Hyderabad, Vijaywada, Pune and Ludhiana region. The turnover was 4500 crore for this year.
AV Birla Group's
The company brand portfolio includes brands such as Louis Phillipe, Van Heusen, Allen Solly,
Peter England, Trouser town. Also, Madura garments is subsidiary of Aditya Birla Nuvo Ltd.
The recently acquired food and grocery chain of south, Trineth, has further increased their
number of store to 400 stores in the country. The company also own ‘More’ supermarkets and
hypermarkets. Currently it runs 600 supermarket and nine hypermarkets across India. The
turnover this year was 1700 crores.
Shoppers Stop
The company, “shoppers Stop” was founded in 1991 holding it’s headquarter in Mumbai.
Shoppers Stop offers product range of clothing, fragrances, accessories and handbags through it
discounted departmental stores hypermarkets and super stores.
Landmark Group
The group has launched many fashion brands like Max, Lifestyle and Shoe Mart under its
supervision. It company owns over 100 stores in the country. It also owns companies like
foodmark, fitness first and citymax.

2. Company profile of Future group
Future group
Future Group is an Indian conglomerate headquartered in Mumbai, Maharashtra, India. The

company is known for having a significant prominence in Indian retail and fashion sectors, with
popular supermarket chains like Big Bazaar and Food Bazaar, lifestyle stores like Brand Factory,
Central etc. The group also has a notable presence in integrated foods and FMCG manufacturing
sectors. Future Retail Limited and Future Lifestyle Fashions Limited, two operating companies
of Future Group, are among the top retail companies listed in BSE with respect to assets and
in NSE with respect to market capitalization.
On May 2012, Future Group announced a 50.1% stake sale of its fashion
chain Pantaloons to Aditya Birla Group in order to reduce its debt of around ₹80
billion (US$1.2 billion). To do so, Pantaloons fashion segment was demerged from Pantaloons
Retail India Ltd; the latter was then merged into another subsidiary—Future Value Retail Ltd—
and rechristened Future Retail Ltd.
Future Group is a corporate group and nearly all of its businesses are managed through its
various operating companies based on the target sectors. For e.g., retail supermarket/hypermarket
chains Big Bazaar, FBB, Food Bazaar, Food Hall, Hometown etc. are operated by its retail
division, Future Retail Limited, while its fashion and clothing outlets Brand Factory, Central,
and Planet Sports are operated via another of its subsidiaries, Future Lifestyle Fashions
Limited. With these many fashion outlets and supermarkets, the group also promotes its fashion
and sports brands like Indigo Nation, Spalding, Lombard, Bare etc., and FMCGs like Tasty
Treat, Fresh & Pure, Clean Mate, Ektaa, Premium Harvest, Sach etc. It also has operating

companies to cater specifically to internal financial matters and consulting within its group of
companies.
On November 21, 2014, Future Consumer Enterprises Limited acquired the 98% from Actis
Capital and other promoters. With that, Nilgiris is a fully owned subsidiary of Future Consumer
Enterprises Limited (FCEL)
Future Group conglomerate

Future Group has six business pillars:
 Future Retail:
All the retail lines of business like food fashion and home will come under this vertical.
 Future Brand:
It is the Custodian of all the present and future brands that are either developed or
acquired by the group.
 Future Space:
It will have a presence in property and mall management.
 Future Capital:
It will provide consumer credit and micro finance services, including marketing of MFs
and insurance policies, and management of real estate and consumer fund.
 Future Media:
It will focus on revenue generation through effective selling of retail media spaces.
 Future Logistic
It will help to drive efficiencies across business via better storage and distribution.

Future group
Type Private
Industry Retailing, insurance, logistics, media
Founder Kishore Biyani (CEO)
Headquarters Mumbai, India
Products Integrated foods and FMCGs
Service Supermarkets, hypermarkets, discount stores, insurance, logistics media.
Net income Rs. 200.6018 billion (US$2.9 billion)
Number of
4,56,920
employees
Future Retail Ltd., Future Lifestyle Fashion Ltd., Future Consumer

Divisions Enterprise Ltd., Future Supply Chain Ltd., Future Brands Ltd., Future
Capital Holdings Ltd.
www.futuregroup.in
Website

Major Milestones:
2018:
 Future Lifestyle Fashions Limited acquired 29.9% stake in UK based Koovs

 Future Consumer Limited entered into a joint venture with Fonterra to produce a range
of consumer and foodservice dairy products that will help meet the growing demand for
high-quality dairy nutrition in India.
 Future Group acquires Foodworld Business of FSPL, a supermarket chain with presence
in Bangalore and Hyderabad
 Future Retail Ltd. acquired Travel News Services India which holds the license of global
retail brand "WH Smith" in India
 Future Supply Chain Solutions entered into an agreement with Jasper Infotech, which
also owns Snapdeal, to buy 100% stake in Vulcan Express Private Limited
 Big Bazaar organised one of the world's first 24hrs of Facebook Live Shopping Carnival
to celebrate the 12th anniversary of Sabse Sasta Din
 Big Bazaar for the first time ever created a mobile game 'Deal Skyfall – Sabse Saste 5
Din' that has transformed the shopping experience in India
 Future Consumer Ltd. launches 'Prim', a smart home care brand
 fbb launched ' Watch Now Buy Now', India's first ever LIVE online fashion event
 Big Bazaar dropped prices of 1,500 Everyday Items with the 'Har Din Lowest Price'
Promise
 Future Style Labs launched Ancestry, its first contemporary Indian lifestyle brand
2017:
 Future Consumer Limited partnered with the Hain Celestial Group Inc. to bring Better-
For-You organic and natural products to the Indian market
 Central and SBI Card launched a unique co-branded credit card designed for the
aspirational urban shopper

 Future Supply Chain Solutions Limited inaugurated its state-of-the-art Integrated

Apparels/General Merchandise Distribution Centre at Burdwan District, West Bengal.
 Future Supply Chain Solutions Limited comes up with its Initial Public Offering
 Future Group launched New Retail 3.0, a digital strategy aimed at making the group
Asia's largest leading integrated consumer company with a trillion dollars in revenue by
2047
2016:
 Future Consumer Enterprise Limited (FCEL) partnered with Star Bazaar

 Future Group acquired its first e-commerce home furnishing store Fab Furnish
 Big Bazaar Direct tied-up with Oxigen Services to sell the wide assortment of the
franchisees.
 Little Foodhall launched in Gurgaon
 Future Lifestyle Fashions, launched Cover Story, a fast fashion brand led by Future
Design Lab
 Central @ Residency Road, Bangalore was re-designed and launched in High Definition
to provide hassle free shopping for the customers
 Future Group associated with Bajaj Finserv to launch India's first retail EMI card
 fbb created Guinness World record for the world's largest photobook of 18 feet height
and 27 feet width
 Future Retail Limited approved a proposed consolidation of the retail and allied
businesses of Heritage Foods Limited. The retail business of Heritage Foods includes the
popular Heritage store chain of 124 stores in the three key southern cities of Hyderabad,
Bangalore and Chennai.

2015:
 Fbb became style partner of Asia's largest music festival, Sunburn

 Big Bazaar & Ezone made to the Brand Equity's Top Retailer's List
 Tasty Treat, Future Group's Food & FMCG brand launched its first mass media
campaign with a new tagline 'Yeh Phislee Neeyat'
 Future Consumer Enterprise Limited (FCEL), signed an equal joint venture deal with the
Mibelle Group, Europe's third largest FMCG brand company.
 Future Group partnered with India's fastest growing ayurvedic company, Patanjali
Ayurved.
 Future Consumer Enterprise Limited joined hands with Govt of Rajasthan to operate
their public distribution stores Annapurna Bhandar.
 The Miss Universe from Columbia, Paulina Vega launched Jealous 21's limited edition
Miss Universe Collection at Taj Land's End in Mumbai
 First Big Bazaar GEN NXT store designed for smart and easy shopping experience
opened in Infinity Mall, Malad, Mumbai
 Big Bazaar announced an exclusive tie-up with a leading mobile wallet company,
MobiKwik
 The UK based Plymouth City College awarded Future Sharp with a title of 'The Best
International Business Partner'
 Giovani, Indus League's suits & jackets brand signs Fawad Khan as its brand
ambassador
 T24, Future Group's unique telecom service and loyalty program and of India's first
unpaid GSM mobile service completed 5 eventful years
 Future Group's niche plus-size clothing brand, all celebrated 10 years journey of serving
customers
 The most affordable fashion destination, fbb signed youth style icons Katrina Kaif and
Varun Dhawan as its brand ambassadors
 Bharti Retail joins hands with Future Retail
 Future Supply Chains Solutions Ltd launched its cold storage warehouse facility at
Mehsana, Gujarat
 Future Group forays into M-Commerce with the T24 Mobile App
 Big Bazaar redefines weekends with the launch of a never-seen-before campaign, 'Crazy
Weekend'.
 Future Group launched the new age convenience store format, KB's Conveniently
Yours.
2014:
 Future Group partnered with the Fortune 500 company and one of the largest online
shopping destination, Amazon
 Future Consumer Enterprises Limited acquired one of the India's oldest supermarket
chains in India with origins dating back to 1905, Nilgiris.
 Future Supply Chain acquired New Delhi based processed-foods supply chain company,
Brattle Foods
 Future Group partnered with world's leading customer science company, dunnhumby for
data analytics services
 Future Group announced its strategic tie-up with SAP company hybris that delivers
OmniCommerce™: state-of-the-art master data management for commerce and unified
commerce processes to its clients.
 India's First Mega Food Park was inaugurated by India's Honourable PM Shri Narendra
Modi at Tumkur Karnataka
 Central completed its 10 glorious years of serving customers
 HomeTown underwent a complete makeover with a new tagline, 'The Art of Better
Living', logo and in-store branding.
 Future Group's premium food destination Foodhall launched in Saket, New Delhi.
 Big Bazaar and Ezone were voted as one of the Top 50 Most Trusted Brands in the
country in the Brand Equity Survey 2013 conducted by Nielson. The survey also
revealed that Big Bazaar is the 4th Most Trusted Service Brand of the country
 fbb ties up with India's largest Beauty Pageant Femina Miss India 2014
 A New Generation Big Bazaar, Big Bazaar Family Centre was launched at Alcove in
Kolkata on January 6, 2014

2013:
 Foodhall, the premium lifestyle food destination launched in Pune.

 Our fashion brand Central opens its new store in Center Square Mall, Kochi.
 First batch of Future India Fellowship program started with 5 selected fellows across the
country. The fellowship aims to create thought leaders of tomorrow.
 Future Group successfully introduced 'Big Bazaar Direct' an assisted shopping concept
where franchises will sell Big Bazaar products through a catalogue on a 'tablet'.
 Future Group introduced brand new fashion format 'I am In' for trendy youth of the
country.
 Big Bazaar introduced an exciting occasion for shopping 'April Utsav'.
 Future Group officially launched India's largest State of the Art Logistical Distribution
Hub at Nagpur.
 Big Bazaar introduced a unique customer membership program 'Big Bazaar Profit Club.'
 Foodhall, the premium lifestyle food destination launched in New Delhi.
 Future Sharp, the Future Group arm that trains and develops the skills of youth opened
its new skill centre in Nashik.
2012:
 On 1st May 2012, the company introduced a new retail initiative – Public Holiday Sale
 Foodhall the premium lifestyle food destination launched its second store in Bengaluru
on 4th May 2012
 Big Bazaar redefined the concept of customer service with the launch of the Rajajinagar
Family Centre in Bengaluru with its unique Seva initiative on 24th February 2012
 Future Sharp Skills Ltd. launched its first skill centre in Kolkata with a vision to train
and provide sustainable livelihood to five lakh youth of West Bengal by 2022
 Pantaloons became the first retailer to introduce a reality hunt as it set out on a
countrywide search for their next Fresh Face
 Pantaloons launched its first store in Ludhiana, Visakhapatnam, Bilaspur
 Future Group started Aadhaar Franchise

 Future Supply Chains Express Logistics business became the fastest profitable Express
Business in India
 Keeping pace with the ongoing trends Fashion@ Big Bazaar decided to reposition itself
as fbb
 Pantaloons joined hands with PAYBACK.. Being India's largest and one of the strongest
loyalty programs in Europe, PAYBACK offers were made available to all Pantaloons
customers
 Big Bazaar launched its home delivery services in Mumbai
2011:
 April 2011 – KB's Fairprice celebrates opening its 200 stores in India
 May 2011 – Future Supply Chains becomes ISO certified
2010:
 Future Group launches its telecom brand T24 in partnership with Tata Teleservices to
provide additional loyalty benefits to its customers.
 Future Group launches products in key FMCG categories through Sach, a brand co-
created with Sachin Tendulkar.
 Future Group connects over 4000 small and medium Indian manufacturers and
entrepreneurs with consumers.
2009:
 Future Group celebrates its first Shopping Festival across all retail formats in key Indian
cities.
 Future Innoversity starts its campuses in Ahmadabad, Bangalore and Kolkata to offer
degree programs through a tie-up with IGNOU.
 Future Group partners with Hong Kong-based Li & Fung Group to strengthen its supply
chain and logistics network across the country.

2008:
 Future Capital Holdings becomes the second group company to make a successful Initial
Public Offering (IPO) in the Indian capital market.
 Total operational retail space crosses the 10 million square feet mark.
 Future Group acquires rural retail chain Aadhar from the Godrej Group, which has a
presence in 65 rural locations.
 Big Bazaar crosses the 100-store mark, marking one of the fastest expansions of the
hypermarket format anywhere in the world.
2007:
 Pantaloon Retail wins the International Retailer of the Year award at US-based National
Retail Federation convention in New York, and Emerging Retailer of the Year award at
the World Retail Congress held in Barcelona.
 Future Group crosses the $1 billion turnover mark.
 Specialized companies in retail media, logistics, IPR and brand development and retail-
led technology services become operational.
 Online portal Futurebazaar.com becomes India's most popular shopping portal.
2006:
 Future Capital Holdings, the group's financial arm, is formed to manage over $1.5 billion
in real estate, private equity and retail infrastructure funds.
 Future Group enters into joint venture agreements to launch insurance products with
Italian insurance major Generali.
 Future Group forms joint ventures with US office stationery retailer Staples.
 Home Town, the home building and improvement products retail chain, is launched
along with consumer durables format Ezone and furniture chain Furniture Bazaar.

2005:
 Future Group moves beyond retail and acquires a stake in Galaxy Entertainment, Indus
League Clothing and Planet Retail.
 Future Group sets up Kshitij, India's first real estate investment fund, to build a chain of
shopping malls.
2004:
 Future Group launches India's first seamless mall, Central, in Bangalore.
2002:
 Food Bazaar, the supermarket chain is launched.
2001:
 Future Group launches three Big Bazaar stores within a span of 22 days in Kolkata,
Bangalore and Hyderabad.
1997:
 Future Group enters modern retail with the launch of the first 8000-sq. ft. store
Pantaloons in Kolkata.
1995:
 Future Group launches John Miller, a brand for Formal shirts.
1994:
 The Pantaloon Shoppe, Future Group's exclusive menswear store in a franchisee format
is launched across the nation. The company starts distribution of branded garments
through multi-brand retail outlets across the nation.

1992:
 Initial Public Offer (IPO) of shares by the Company
1991:
 BARE, an Indian denim brand is launched.
1987:
 The company is incorporated under the name of Manz Wear Private Ltd.
 Pantaloons, one of India's first formal trouser brands, is launched
Board of Directors:
Mr. Kishore Biyani - CEO, Future Group
Mr. Anil Biyani - Director, Future Group
Mr. Rakesh Biyani - Director, Future Group
Mr. Sunil Biyani - Director, Future Group
Mr. Vijay Biyani - Director, Future Group
Mrs. Veda Prakash Arya - Director, Future Group
Mr. Shailesh Haribhakti - Independent Director
Mr. Doreswamy - Independent Director
D O Koshy - Independent Director
Mrs. Anju Poddar - Independent Director
Mrs Bala Deshpande - Independent Director

Core values:
Indian-ness: Confidence in ourselves.
Leadership: To be a leader, both in thought and business.
Respect & Humility: To respect every individual and be humble in our conduct.
Introspection: Leading to purposeful thinking.
Openness: To be open and receptive to new ideas, knowledge and information.
Valuing and Nurturing To build long term relationships.

Relationships:
Simplicity & Positivity: Simplicity and positivity in our thought, business and action.
Adaptability: To be flexible and adaptable, to meet challenges.
Flow: To respect and understand the universal laws of nature.
Group Vision
Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in
the most profitable manner.
Group Mission
 We share the vision and belief that our customers and stakeholders shall be served only
by creating and executing future scenarios in the consumption space leading to economic
development.
 We will be the trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segments – for classes and for masses.
 We shall infuse Indian brands with confidence and renewed ambition.
 We shall be efficient, cost- conscious and committed to quality in whatever we do.

 We shall ensure that our positive attitude, sincerity, humility and united determination
shall be the driving force to make us successful.
3. Company profile of Brand Factory
Brand factory is a retail chain stores operated by FLFL (Future group). Started by Kishore Biyani
in September 2006, it has 91 outlets crossways 39 cities in India as of December 2018. Its head
office is in Mumbai. Brand factory is India’s leading discount retail chain given that 20% to 70%
discount, 365 days a year and offers a wide variety of clothes brands in diverse categories for
women, men, infants, accessories, footwear, luggage, sportswear and cosmetics. The brand
factory has the tactics to get large its number of outlets in future.
Brand factory has stores in Amritsar, Chennai, Bhilai, Raipur, Bhubaneswar, Kanpur, Kolkata,
Hyderabad, Asansol, Bangalore, Mysore, Hubli, Jabalpur, Indore, Mangalore, Coimbatore,
Guwahati, Trivandrum, Ahmedabad, Mumbai, Bhuj, Thane, Nagpur, Ujjain, Vijaywada,
Visakhapatnam, Pune, Kalyan, Calicut, Patna, Vadodara, Salem, Lucknow, Agra, Nashik, Surat
and Jaipur.

BRIEF INFORMATION ABOUT COMPANY
Name of the company BRAND FACTORY
Industry Retail Fashion store
Founder and CEO Kishore Biyani
Head Office Mumbai
Founded on September 2006
Number of stores 91
Parent company Future Group
Products Men’s Formals & Casuals, Women’s wear &

Kids wear, Youth wear, Sportswear, Belts and
Footwear’s.
Web Site www.brandfactoryonline.com

Working staff of Brand Factory, Hubli Store
Store Manager - Sunny Katwe
HR Manager - Ragini Manojshekhar
Department manager - Chetan singh Rajaput
Assistant Department manager - Vijay
Adminstration - Abbas Ali
Warehouse Manager - Rahul
Inventory Manager - Amit
Vissible Merchandise - Arun
Cash counter handling - Shivanand

Ownership pattern of Brand Factory
Managing Director
CEO Retail
Chief Marketing Chief Operational Chief Finance

Officer Officer Officer
Area Manager
Store Manager
Oranganization structure of the Brand Factory, Hubli

STORE MANAGER
Dept manager HR executive Visual Administration Cashing Dept
Merchandising Head
Assistance HR Maintenance
Team Leader Cashier
Security
Team Members
House Keeping
Customer Service Desk Marketing Executives
An overview of business process with the flow diagram

Category Planning
Manufacturing
Supply Chain Logistics
Stores Logistics
Floor
Customer
Various brands produced under Brand Factory:

Brand Factory produce a variety of leading nationwide and international style brands in apparels,
sportswear and accessories at a reasonable price. Brand Factory is a one stop shop for the
shopping wants of the complete family.

Brand Factory categorized their brands into two types
Future Lifestyle Fashion ltd (FLFL) Brands:

FLFL Brands are own brands which is produced by Future Group.
List of FLFL Brands
THE PRIVILEGE
BUFFALO CLUB KNIGHTHOOD UMBRO
BARE SCULLERS SRISHTI NAYANA
INDIGO NATION
JOHN MILLER SPUNK HANGOUT
LEE COOPER HEY JEALOUS 21 ATEESA
CONVERSE PUMA REEBOK PINK AND BLUE
DJ &C FILA CHAMPIONS ALCIS
612 LEAGUE IKTARA HAUTE & SPICY BAGGIT
IMARA VISHUDH TULSI SKECHERS

2) Partner Brands:
PETER CLASSIC POLO BASICS LONDONBRIDGE

ENGLAND

TURTLE OXEMBERG J.HAMPSTEAD CROCODILE
COLORS THEME COOL COLORS WRANGLER
WRONG SPYKER US POLO PEPE JEANS
DUKE PROLINE KILLER STATUS QUO
RUGGERS LOCOMOTIVE HIGHLENDER LEVIS
NEWPORT CELEBRITY OPTION DOLLAR BIGBOSS
SKY BAGS WILD CRAFT PRONTO PARX
PRODUCT PROFILE
Brand Factory is discount store located around 39 cities in India. They offer more than 175
Indian and global brands at 20% to 70% discount.
Brand Factory sells different products under different segments.
Men’s Section:
 Formal shirts and Pants

 Casual shirts and Pants

 Suits, Blazers and Trousers

 Party wears and Ethnic
 Jeans and T- Shirts
 Ties, Belt and Handkerchiefs
Women’s Section:
 Ethnic wear
 Westerns wear
 Casual wear
 Nightwear
Kids Section:
 Cotton Frocks
 T-shirts
 Raincoats
 Shirts and Short Pants
Footwear Section:
 Sports shoes
 Casual shoes
 Men’s and Ladies sandals
 Formal shoes
 Ladies Fancy slipper
Luggage Section:
 Travel Bags
 School and College Bags

 Ladies Bags and Purse

 Trolleys
INFRASTRUCTURE
Brand Factory is a fashion retail outlet situated in Hubli. It covers 16000Sq.ft. with two floors.
The following are the major infrastructure facilities available in Brand Factory Hubli.
 Ventilation and lighting facilities.

 First Aid facilities are provided.
 Washroom
 Exalter facilities available.
 Drinking water
 Sufficient Trail room in both the floor.
 Air Conditioning facility provided.
 They have electricity control room.
 Well arranged warehouse
 Efficient parking space is provided.
 Locker facility is given to employees.
 Fun zone is provided to employees.
SWOT ANALYSIS
STRENGTHS:
 Brands Factory is Discount store.

 Entire year (365 days) offers are available.
 Effective Logistic department.
 Team work
 Major fashion retail sellers in Hubli-Dharwad region.
 Large number of customer loyalty.

WEAKNESS:
 Crowd Created in billing counter during special offers.

 Sometimes servers are busy and this creates problem while billing.
 Billing errors have an impact on customer satisfaction.
 Own brands are marketed more.
OPPORTUNITIES:
 Increasing mall tradition in India.

 Marketing few more International brands and getting more business.
 These days many people desire to visit big stores and they get quality products at
reasonable price.
THREATS:
 Local fashion traders are competitors.

 Warehouse area is not sufficient.
 Competition from other fashion retail chains such as Reliance Trends, V2 etc.
 Frequent changes in government rules.
 Changes in taxation rules.
ACHIVEMENTS
Brand Factory, Hubli was awarded as lower shrinkage small store in 2015-16.
It achieved highest single day sales in FSW December 2016.
It achieved 100% Dreams Mile target in 2017.
It achieved highest growth small store in 2017.
It was awarded as lower shrinkage small store in 2017.
It was awarded for more ABP Achievements as a small store in 2017.

It was awarded for achieving highest profitability level in 2017.
4. INTRODUCTION TO TOPIC
Meaning of customer service
Customer service is the support you offer your customers — both before and after they buy and
use your products or services — that helps them have an easy and enjoyable experience with
you. Offering amazing customer service is important if you want to retain customers and grow
your business. Today’s customer service goes far beyond the traditional telephone support agent.
It’s available via email, web, text message, and social media. Many companies also provide self-
service support, so customers can find their own answers at any time day or night. Customer
support is more than just providing answers; it’s an important part of the promise your brand
makes to its customers.

Objectives of customer service
 Provide customers and staff with clear standards and expectations.

 Ensure all customer contact reaches an appropriate conclusion.
 Minimize incidences of repeat contact.
 Seek to provide a seamless service for customers.
 Provide equal and easy access to services at a time, place and channel that meet the needs
of residents, businesses and other stakeholders.
 Provide a prompt, courteous and knowledge response to all customer enquiries.
 Equip staff to provide customers with an excellent standard of service.
 Enable customers to provide feedback easily, through complaints, customer surveys etc.
 Use customer compliments, comments and complaints to drive improvements to service.
 Improve the speed, quality and consistency of responses to enquiries by having
information in a format that can be easily accessed.
Retail customer service
Retail customer service is those small interactions when an associate is waiting on a shopper that
should make the shopper feel like they are the most important person in the store.
With online retail growing every year, retailers with physical stores are discovering that they
have let their customer service decline over the years and, as a result, the entire shopping
experience for their customers has kept them from coming back.
The unique advantage brick and mortar retailers have is that they can control the entire customer
experience within their four walls. But how do you do it? That’s the key.

While many retail organizations think that retail sales people are the only ones who need to excel
at retail customer service, anyone who answers the phone, who is at a buy-online-pickup-in-store
desk, a warehouse worker or a driver in short, anyone who serves a customer needs to know not
just a philosophy of others first, but the exact steps to deliver it again and again.
Essentials of good customer service
Answer your phone:

A good store is one that always answers to your phone calls or queries. Recruit some permanent
staff to attend customers’ queries over phone. Use answering machine or outsource your
complaint and query department. Make certain that your store does not miss any customer’s call.
Remember these days’ customers instead of wasting time on answering machines; prefer to talk
to a live person.
Doesn’t make fake promises:

Good stores’ employees always say ‘Sir/Madam we’ll try our level best’ instead of ‘don’t worry
we’ll do it’ and after sometime they forget what they had promised. Being a retailer, you should
know that lie has no legs to stand upon. You can befool a customer once or twice but ultimately
you’ll have to be responsible for his complaint.
Therefore, it is better that you should listen to him in the first instance. Remember reliability is
one of the key aspects of retailing. It takes years to build good customer relation but few
seconds, a small mistake to lose the customer. For example, if you promise a customer your
refrigerator will be delivered at your home on Monday night, make certain that it reaches by
Monday night because they will wait for the refrigerator. Therefore, before any commitment,
ensure the efficiency and availability of delivery mechanism.
Listen to customers:
It has rightly been said that in retailing, it is not the product but the customer who gives you
profit. It is the customer payments out of which retail employees get salary. If a customer tells
you something or enquires something, pay attention to him, if you don’t take him seriously or
simply ignore him, he will go to your seniors and then you are forced to listen him. Why create

such a situation where your customer looses confidence in you and you bear insult from your
seniors.
Therefore, always listen with full concentration, attention and interest so that the other customer
also feels good about it. Also listen to customers’ feelings not just words. Show that you are
listening to him and ask question wherever necessary.
Handle the complaints:

It is the human nature that he is not ready to hear his own complaint made by others and has
developed a wrong concept that no one can make all the customers happy. Remember this
attitude is the biggest hurdle in building a positive customer relationship.
Obviously being a floor staff employee, you cannot make all the customers happy at a time. But
if you listen to their complaints, you will turn temporary customer into a loyal customer. We
should not forget one thing that if one happy customer shares his experience with minimum five,
he/she shares the bad with minimum ten people.
Be helpful without considering earning profit always:

Some time customers after buying something ask continuously some queries or come for some
help, it irritates you. You think you have sold this thing and your duty is over towards that
customer. Need is to change this type of attitude.
Some time it’s seen that for minor repair or some nominal part, shopkeepers ask in response
about the expenditure rather your reaction should be Sir, it’s OK. No need to pay anything. You
can go. Then see the magic of mouth advertisement, how this message will reach to a family and
then to his neighbors without any media.
Go one step ahead:
It simply means to be sensitive to others feelings. Show selflessness & make customers a part of
your responsibility. Tell them that they are very important to you. Try to ask their views when
and where required. In the world of retailing, it is said that if you want a customer to buy a
photograph, make sure he is in the picture. For example, if somebody comes to your store and

ask where he’ll find 40 size shirts’ instead of saying like ‘straight then right’ etc. take that
customer to the desired shelf. Remember, customers notice these small gestures. They may not
mention you but people appreciate this sort of behavior. Therefore, recognize the power of
customer service and train your floor staff that they should understand them.
Manage customers creatively:

No two customers are alike in their basic mental abilities, personality, intelligence, attitudes,
aspirations and appearance. Depending upon these traits, they behave differently. Therefore, to
deal with them effectively and creatively, utmost care and art is required. The one behavior or
selling art which is applicable to a particular customer neither will not work all the time.
Therefore, be creative all the times. Each customer is an opportunity for you and you should not
miss that opportunity
In today’s complex market environment, service has become a truism and it seems like
“everyone’s doing it.” So, if everyone is doing it, why not jump ahead of the wolf pack by
providing even more creative, personalized service to your customers than your competitors can,
and then see the magic in the form of increased sales turnover in short period.
Know the importance of customer:

Remember that retail is a business to serve customers’ needs and wants. Therefore, you must
understand your customers. In case of regular customers, you should know their tastes, liking
and disliking. Listen to them carefully. If you pay honest attention, they will let you know what
actually they want. What is their budget and for which purpose they need a particular item. This
will help you in understanding them and provide them what they are looking for and you will
end a deal into cash payment.
Be careful in communication:
Spoken words are like arrows, they don’t return once they are shot. It takes years to build
relations but only few minutes to lose it. Therefore,
(1) Establish formal communication systems including updates and weekly status report.

(2) Educate and inform employees as brokers communicate direct with your firm’s personnel by
setting up in-house seminars etc.
Recognize and predict needs:

There is nothing wrong in saying that customers don’t buy products but feelings and way outs to
problems. Most of the visitors are emotional rather than practical. Their decisions are
spontaneous and are influenced by attendants/floor staff. Therefore, being a member of the staff,
you should directly interact with the customers. Then you will be able to know their preferences
and upcoming needs.
Make customers feel important and treasured:

Take care of your customers as individuals. Use their name and discover ways to praise them,
but be honest and real. Customers value seriousness and it is the foundation stone to create good
sense and confidence. Think about ways to make good feelings they should make with you while
doing business.
Today, customers are very responsive and understand whether or not you really think for them.
Say ‘thanks’ every time when they buy something from your store. Do not miss the opportunity
to praise them. While on the floor area, make certain that your body language reflects sincerity.
Therefore, your words should match with your actions.
Get regular feedback:

Don’t forget the benefits of getting your feedback. It is an ongoing process of self improvement.
Sometimes, it is the customer who teaches us the method of effective selling. Therefore, give
confidence and welcome suggestions about how you could pick up. There are several ways in
which you can find out what customers think and feel about your services. It’s up to you which
method you select to collect your feedback.

Treat employees well:

Remember there may be good material, good environment and good salary but if the man who
has to work is not satisfied, result will not be up to the mark. It is the human ability which makes
the mare go. Employees are human beings and therefore, they should be treated humanely.
Employees actually are the internal and loyal customers to your store and therefore, they need
regular positive reception. Do not hesitate to say ‘thanks’. They want to know how much their
organization care for them. Once they are happy and satisfied with store’s policies, they will
attend the customers in a better and effective manner.
Literature review
How customer service can turn angry customers into loyal ones by Wayne huang, John
Mitchell, Carmel Dibner, Andrea Ruttenberg and Audrey Tripp.
This is a fascinating article with a focus on customer service delivered through social channels.
The authors started by surveying 4000,000 customers who interacted with brands in the airline
and wireless industries to find out how much more customers would spend if they received better
service. What drives a positive experience is applicable to any industry.
Easy things you can do to improve customer experience by Olga Kolodynska.
This article has some wisdom on what companies are doing right when it comes to customer
experience, but just as important is what they are doing wrong. For example, regarding feedback,
we can see that some companies fight feedback with excuses rather than embrace it with
appreciation.
What an Amazon mistakes and a burning car taught me about customer experience
planning by Ricardo Saltz Gulko.

In this article we can the tale of two brands that promises a hassle- free “No Questions Asked”
return policy. You’ll learn the right and wrong way to handle a problem. Here a good story
teaches a valuable lesson.
Incorporating a Chatbot? How to put the customer first by Jay Baer
Bots can cut costs, but columnist Jay Baer says before you jump on the chat bandwagon; you
need to make sure you’re putting the customer first.
Jay Bear is the one of the smartest customer service and experience experts in the industry. If
your company currently uses Chat bots, or is thinking about implementing a Chatbot solution,
then you must read this article. The focus, as it always should be in customer service, is to put
the customer first.
5. RESEARCH METHODOLOGY
Since the study is on retail sector first the detail observation of the store is been conducted about
its management team, its structure, the number of departments, which all brands the store has,
who are its suppliers, about its warehouses etc.
Based on the topic objectives a questionnaire was designed which consist of 16 questions and
response is collected from the customers who are visiting the store. For data collection
convenient sampling method was adopted.
For this project the area of research is Brand Factory, Hubli.
Objectives behind conducting this project
 To know about the customers response towards customer service.

 To know about the impact of customer service.
 To know about the customer satisfaction with respect to various infrastructure facilities.
 To know about the customers queries, comments and suggestions about the store.
 To study and understand different types of customer service.

Need of the study
In the present competitive business environment the quality of customer service plays an
important role in differentiating the business from its competitors. The company which provides
high quality customer service will earn more profit when compared with the company that
provides low quality customer service.
So it is very important to study about the quality of customer service offered by the company. In
this study the responses of the customers will be collected and interpreted to know the quality of
customer service offered by the company. So this study will be useful to know the existing
quality of customer service offered by the company. This study will be helpful to know the
various drawbacks in the existing customer service offered by the company which will be helpful
to improve those drawbacks in future.
SCOPE OF THE STUDY
The report is based on the customer service with reference to Brand Factory and it aims at
understanding the organizations, departments and various customer service offered by the
company. It aims at understanding the impact on customers of the various customer service
offered by the company.
Limitations of the study

 Some customers did not respond when I was conducting the survey.
 The study was restricted to Hubli region. So, it is difficult to generate the interpretation
made out of such findings.
 Every respondent don’t have same interest while filling the questionnaire.
 Secondary data taken from websites and documents which may not be accurate or
manipulated / changed by someone.
 The time constant was a limiting factor, as the study was conducted in the period of two
month.
Data collection method

Market research requires two types of data i.e. Secondary data and Primary data. Primary data
has been used abundantly for the study. Questionnaire is prepared and the survey was
undertaken. Feedback and suggestion for the store has been taken by asking questions and
observation has also done to gather primary information.
There is also a use of secondary data, collected from the various journals, books, and websites
and from store employees and management.
Primary data: In store customer survey through Questionnaire.
Secondary data: Journals, Annual reports, Company Manual and websites.
Location of Research: Brand Factory, Hubli
Research Approach: Survey method
Research Design: Descriptive Research
Sampling method
Since the study is restricted to retail sector, all the respondents of the survey are found at the
store only, so according to the convenience they are being picked, so the sampling method used
in this study is convenient sampling.
Sample size: 100 respondents
Sampling method: Convenience sampling
Sample unit: Customers of Brand Factory, Hubli
Measuring Tool: Questionnaire

6. DATA ANALSIS AND INTERPRETATION
Age group
RANGE FREQUENCY PERCENTAGE CUMULATIVE
PERCENTAGE
18 – 28 68 68 68
28 – 38 25 25 93
38 – 48 6 6 99
48 – 58 0 0 99
58- 68 1 1 100
Total 100 100

Age
68%
70%
60%
50%
40%
30% 25%
20%
10%
6%
0%
0%
18-28 1%
28-38
38-48
48-58
58-68
Interpretation: Here we can see that 68% respondents are in the age group of 18-28, 25% are
in the group of 28-38, 6% are in the group of 38-48, 0% are in the group are of 48-58 and 1%
are in the group of 58-68. In this data we can see that majority of customers are in the age group
of 18-28. The company must target these customers and must try to meet their needs by offering
products according to their needs and current trends. The company must try to attract elder
customers through advertisements as we can see that their percentage is less.
Monthly income level
MONTHLY FREQUENCY PERCENTAGE CUMULATIVE

INCOME PERCENTAGE
Below Rs 10000 29 29 29
Rs 10000- Rs 20000 26 26 55
Rs 20000- Rs 30000 20 20 75
Above Rs 30000 25 25 100
Total 100 100

Monthly income
35%
30% 29%
26%
25%
25%
20%
20%
15%
10%
5%
0%
Below Rs 10000 Rs 10000- Rs 20000 Rs 20000- Rs 30000 Above Rs 30000
Interpretation
From the above table and graph it can be seen that
 29% respondent’s incomes are below Rs 10000.

 26% respondent’s incomes are between Rs 10000 to Rs 20000.
 20%respondent’s incomes are between Rs 20000 to Rs 30000.
 25%respondent’s incomes are above 30000.
Educational qualification
PARTICULARS FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE
Under graduate 30 30 30
Graduate 47 47 77
Post Graduate 23 23 100
Total 100 100

Education qualification
47%
50%
45%
40%
35% 30%
30% 23%
25%
20%
15%
10%
5%
0%
Under graduate Graduate Post Graduate
Interpretation
From the above table and graph it can be seen that
 30%repondents are under graduate.

 47% respondents are Graduate.
 23%respondents are post graduate.
1) How frequently do you visit Brand Factory?
SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE
Twice in a week 1 1 1
Once in a week 13 13 14
During special offers 31 31 45
Whenever the need arises 55 55 100
Total 100 100

How frequently do you visit Brand Factory?

1%
13%
Twice in a week
Once in a week
During special offers
Whenever the need arises
55%
31%
Interpretation: This is aimed at understanding how frequently customer visit the store and buy
the products. The highest responses have been attributed to whenever the need arises that is 55%.
This shows that more customer visit store whenever they are in the need of products. 31% of
customers visit during special offers, 13% of them once in a week and only 1% twice a week.
Customers who visit once or twice in a week can be presumed to have high disposal income and
may buy more products.
2) Are you happy with the location of Brand Factory?

PERCENTAGE
Yes 93 93 93
No 7 7 100
Total 100 100

Are you happy with the location of Brand Factory?
7%
Yes
No
93%
Interpretation: Here we can see that 93% respondents are happy with the location of Brand
Factory, Hubli and only 7% are not happy with its location. From this data we come to know that
Brand Factory, Hubli is situated at most preferred place.
3) Staff greeted you and offered to help you.

PERCENTAGE
Excellent 28 28 28
Good 54 54 82
Average 14 14 96
Fair 4 4 100
Poor 0 0 100
Total 100 100

Staff greeted you and offered to help you.

60%
54%
50%
40%
30% 28%
20%
14%
10%
4%
0%
0%
Excellent Good Average Fair Poor
Interpretation: Here we can see that 28% respondents gave excellent rating, 54% gave good
rating, 14% gave average rating, 4% gave fair rating and 0% gave poor rating. By this data we
can understand that most customers experienced staff greeting them and where willing to help
them. We can see that excellent rating is less when compared to good rating, so there is a need
for further improvement in future. 0% customers gave poor rating this is good sign for the
company.
4) Staff was available in a timely manner.

PERCENTAGE
Excellent 29 29 29
Good 44 44 73
Average 18 18 91
Fair 7 7 98
Poor 2 2 100
Total 100 100

Staff was available in a timely manner.
7% 2% 29%
18%
Excellent
Good
Average
Fair
Poor
44%
Interpretation: In the respondents of 100 customers 29 respondents gave excellent rating, 44

gave good rating, 18 gave average rating, 7 gave fair rating and 2 gave poor rating. By this we
come to know that many customers felt that staff was available in timely manner. But this can be
further improved when we see that less people gave excellent rating when compared to good
rating. Here we can also see that few customers gave fair and poor rating this shows that those
customers were not satisfied.
5) Staff answered your questions.

PERCENTAGE
Excellent 31 31 31
Good 51 51 82
Average 9 9 91
Fair 6 6 97
Poor 3 3 100
Total 100 100

Staff answered your questions.

3%
6%
9%
31% Excellent
Good
Average
Fair
Poor
51%
Interpretation: From the above analysis we can see that 31% respondents gave excellent rating,
51% gave good rating, 9% gave average rating, 6% gave fair rating and 3% gave poor rating.
From this we come to know that many customers felt that the staff correctly answered their
questions. Some people gave fair and poor rating this shows that they were not happy with the
answers of the staff.
6) Staff showed knowledge of the products.

PERCENTAGE
Excellent 27 27 27
Good 44 44 71
Average 19 19 90
Fair 6 6 96
Poor 4 4 100
Total 100 100

Staff showed knowledge of the products.

50
45 44
40
35
30 27
25
20 19
15
10
6
5 4
0
Interpretation: Here we can see that 27% respondents gave excellent rating, 44% gave good
rating, 19% gave average rating, 6% gave fair rating and 4% gave poor rating. Here we can see
that many customers felt that staff showed the knowledge of various products available in Brand
Factory. Some customers gave average rating they were not fully satisfied with the staff
knowledge of the products. Some customers gave fair and poor rating they were completely not
satisfied with the staff knowledge about the products.
7) Staff was courteous throughout.

PERCENTAGE
Excellent 31 31 31
Good 44 44 75
Average 18 18 93
Fair 6 6 99
Poor 1 1 100
Total 100 100

Staff was courteous throughout.
6% 1% 31%
18%
Excellent
Good
Average
Fair
Poor
44%
Interpretation: From the above analysis we come to know that respondents gave 44% good
rating, 31% excellent rating, 18% average rating, 6% fair rating and 1% poor rating. Many
customers felt that staff was kind in their dealing with customers. But we can see that some
customers felt that the staff was not kind in their dealings with customers. In the future the
company must try to increase the rating from good to excellent by adopting various measures.
8) Overall, how would you rate customer service of Brand Factory?

PERCENTAGE
Excellent 35 35 35
Good 34 34 69
Average 16 16 85
Fair 13 13 98
Poor 2 2 100
Total 100 100

Overall, how would you rate customer service of Brand

Factory?
40%
35% 34%
35%
30%
25%
20%
16%
15% 13%
10%
5% 2%
0%
Interpretation: Here we can see that many respondents are happy with the overall service of
Brand Factory. 35% respondents gave excellent rating, 34% gave good rating, 16% gave average
rating, 13% gave fair rating and 2% gave poor rating. Majority of respondents gave excellent
rating this shows they are full satisfied with the overall service of Brand Factory. Some
respondents gave good and average rating. The company must try to adopt various measures so
that these respondents can give excellent rating. Very few respondents gave fair and poor rating
this shows they were completely not satisfied with the overall service of Brand Factory.
9) Your complaints are constructively handled.

PERCENTAGE
Strongly agree 45 45 45
Agree 35 35 80
Neither agree/Neither 12 12 92
disagree
Disagree 5 5 97
Strongly disagree 3 3 100
Total 100 100

Your complaints are constructively handled.
5% 3%
12% Strongly agree

Agree
Neither agree/Neither
45% disagree
Disagree
Strongly disagree
35%
Interpretation: Here we can see that 45% respondents gave strongly agree rating, 35% gave
agree rating, 12% gave neither agree/neither disagree rating, 5% gave disagree rating and 3%
gave strongly disagree rating. By this data we can understand that many customers’ complaints
are constructively handled. We can also see that some percentage customers feel that their
complaints are not properly handled by the company.
10) Staff communicate in a language that you understand.

PERCENTAGE
Agree 42 42 87
disagree
Disagree 3 3 95
Total 100 100

Staff communicate in a language that you understand.
Strongly disagree 5%
Disagree 3%
Neither agree/Neither disagree 5%
Agree 42%
Strongly agree 45%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Interpretation: By this data we can understand that majority of respondents feel that the staff
communicated in a language that they understand. This shows that the staff gave details about
the products in the language that is understood by the customers. Here we can also see that some
customers were not happy with the staff as they did not respond in the language understood by
the customers. . Here 45% respondents gave excellent rating, 42% gave good rating, 5% gave
neither agree/neither disagree rating, 3% gave disagree rating and 5% strongly disagree rating.
11) Staff delivers the appropriate service as promised.

PERCENTAGE
Agree 44 44 44
disagree
Disagree 6 6 99
Total 100 100

Staff delivers the appropriate service as promised.

1%
6%
Strongly agree
13%
36% Agree
disagree
Disagree
Strongly disagree
44%
Interpretation: From the above analysis we come to know that 36% respondents gave strongly
agree rating, 44% gave agree rating, 13% gave neither agree/neither disagree rating, 6% gave
disagree rating and 1% gave strongly disagree rating.
Here majority of customers gave agree rating, so the company must try to further raise the
service quality so that majority of customers can give excellent rating. The company must try to
completely eliminate disagree and strongly disagree rating in the future.
12) The behavior of staff makes you can trust them and have confidence in them.

PERCENTAGE
Agree 41 41 80
disagree
Disagree 5 5 100
Total 100 100

The behavior of staff makes you can trust them and have confidence
in them.
45%
41%
40% 39%
35%
30%
25%
20%
15%
15%
10%
5%
5%
0%
0%
Strongly agree Agree Neither Disagree Strongly disagree
agree/Neither
disagree
Interpretation: In the above data we can see that 39% respondents gave strongly agree rating,
41% agree rating, 15% neither agree/neither disagree rating, 5% disagree rating and 0% strongly
disagree rating. This is very important factor which plays major role in increasing sales. If the
customers trust the staff it will increase the sales. Here 0% customers gave strongly disagree
rating, this is a good sign for the company.
13) The store layout makes it easy for customers to find what they need.

PERCENTAGE
Agree 32 32 73
disagree
Disagree 9 9 95
Total 100 100

The store layout makes it easy for customers to find what they
need.
5%
9%
Strongly agree
Agree
13% 41% disagree
Disagree
Strongly disagree
32%
Interpretation: Here 41% respondents gave strongly agree rating, 32% gave agree rating, 13%
gave neither agree/neither disagree rating, 9% gave disagree rating and 5% gave strongly
disagree rating. The above analysis shows that majority of customers are happy with the layout
of the Brand Factory, Hubli. Only few customers are not happy with the layout.
14) The store layout makes it easy for customers to move around the store.

PERCENTAGE
Agree 35 35 81
disagree
Disagree 8 8 97
Total 100 100

The store layout makes it easy for customers to move around the store.
50% 46%
45%
40% 35%
35%
30%
25%
20%
15%
8% 8%
10%
3%
5%
0%
Strongly agree Agree Neither Disagree Strongly
agree/Neither disagree
disagree
Interpretation: Here 46% respondents gave strongly agree rating, 35%gave good rating, 8%
disagree rating. We can see that majority of customers feel that store layout makes it easy for
them to move around the store.
15) Brand Factory provides plenty of convenient parking for customers.

PERCENTAGE
Brandagree
Strongly Factory provides
45 plenty of convenient
45 parking for45
customers.
Agree 34 34 79
Neither agree/Neither 11
Strongly disagree 4% 11 90
disagree
Disagree 6 6 96
Strongly disagree Disagree
4 6% 4 100
Total 100 100
Neither agree/Neither disagree 11%

Inter
Agree 34% pretat

Strongly agree 45%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

ion: Here we can see that many customers are happy with the parking facilities provided by the
Brand Factory, Hubli. Although we can see few customers are not happy with the parking
facilities. We can see that 45% respondents gave strongly agree rating, 34% gave agree rating,
11% gave neither agree/neither disagree rating, 6% gave disagree rating and 4% gave strongly
disagree rating.
16) Brand Factory accepts most major credit cards.

PERCENTAGE
Agree 36 36 94
disagree
Disagree 2 2 99
Total 100 100
Brand Factory accepts most major credit cards.
3% 2%1%
Strongly agree
Agree
36% Neither agree/Neither
disagree
Disagree
58%
Strongly disagree
Interpretation: From the above analysis we can see that majority of customers feel that Brand
Factory accepts most major credit cards. Customers nowadays like to use credit cards for their
shopping, so this factor plays very important role.

Here we can see that 58% respondents gave strongly agree rating, 36% gave agree rating, 3%
disagree rating.
7. Findings of the report
 Brand Factory is famous retail store chain in India. It has built very emotional and cordial
relationship with its customers.
 They are also intending to build long term relationship with all its stakeholders which are
very essential for successful business venture.
 Cleanliness of the trail room is the major concern for the Brand Factory.
 Store layout should also be developed in an efficient manner so that all customers are
satisfied.
 According to the research I found that many customers are attracted towards offers and
schemes. So Brand Factory should employ those people who are well trained to provide
information to the customers about new offers and schemes.
 Customers prefer malls to shop because they get variety of products and brands. They
also think that malls are economical when compared to other places. Brand Factory is
providing variety of products and brands in discount rates. So many customers are
satisfied with the Brand factory.
 Brand Factory provides discounts on products throughout the year.
 We can also see that location, variety and economical products are not the only things
which attract the customers but good customer service is also one of the crucial factors
that attract customers.
 Sometimes there is long queue in billing centre due to server problem, this makes
customers annoyed.
 It can also found that customers give great importance to the quality of customer service
offered by the company.
 According to the research it is found that majority of customers are happy with the
customer service offered by the Brand Factory.
 It is also found that few customers are not satisfied with the customer service offered by
the company.

8. Recommendations
 Advertising is the basic and most prominent tool to increase the awareness of products.
So Brand Factory should use this tool to increase their share in the market. It should
focus on digital marketing as this is new trend and more people are active in social media
these days. Many people have no idea about various offers of Brand Factory. So the
company must give special attention towards advertising the various offers.
 Many customers were unhappy with the cleanliness of trail room. So the management
must try to improve the cleanliness of the trail room, so that customers are satisfied with
it.
 Retail business is successful only when they have good customer service. So the Brand
Factory must try to increase the quality of customer service, so that all customers are
satisfied.
 All the computers in the billing centre should be used, so that customers need not to wait
in long queue. Some computers are kept idle in the billing centre this should be avoided.
 We can see that many customers are attracted towards offers. So the company must try to
introduce new offers so that more people are attracted towards store.
 Proper training should be provided to the staff so that they can deal with the customers
efficiently.
 The company must provide various offers to its loyal customers. This makes those
customers feel happy.
 The complaints of the customers must be constructively handled.
 The company can give various offers only for the new customers. This makes those
customers happy and encourages them to visit the store again.
 A/c must be installed near billing queue as most customers feel tired during waiting in the
queue.

9. Conclusion
Indian retail sector is witnessing one of the most hectic marketing activities of all times. The
companies are fighting to win the hearts of the customers who is God said by business tycoons.
The Brand Factory is a discount store which has brought lot of changes in the buying habits of
people by offering Branded products at discount rates.
The customer’s preference is changing and they are moving from traditional kirani store to
modern outlets. It’s the main challenge to the Modern retail outlets to attract customers towards
them from that of competitors. To attract customers, customer service plays an important role.
Customer service plays an important role in differentiating the company from its competitors.
The quality of customer service plays an important role in building customer loyalty.
In this research we can see that many customers are happy with the customer service of brand
Factory. This shows that the company provides very high quality customer service to its
customers. We can also see that few customers were also unhappy with the customer service
provided by the company. The company must adopt various measures so that the unhappy
customers can be satisfied. There are only few short comings in the customer service offered by
the Brand Factory, the company must try to overcome those short comings in future.
We can see that there exist a healthy and strong relationship between employees and managers.
The employees of the company accept their responsibility and whole heartedly perform their
duties. In coming days the employees must learn new skills, so as to overall increase the quality
of customer service offered by the company.
So lastly I want to say that Brand Factory has earned lot of popularity throughout India and it is
offering high quality customer service to its customers. The company must try to continue its
existing quality of customer service and must try to further increase it in future.

10. BIBLIOGRAPHY
1. Text books:
Service marketing
“Valarie A. Zeithaml”, “Marry Jo Bitner”, “Dwayne D. Gremler”, “Ajay Pandit”
Seventh Edition,
Mc Graw Hill education publication
2. Websites:
www.futuregroup.com https://en.wikipedia.org/wiki/Future-Group
https://en.wikipedia.org/wiki/Brand-Factoy
https://www.startupopinions.com/retail-stores-in-India/
.yourarticlelibrary.com/customer-management/good-customer-service-in-retail-
Management-7-essentials/48344
https://bizfluent.com/list-6679006-types-retail-formats-india.html

QUESTIONNAIRE
Respected Sir/Madam
I am Suraj Gaonkar studying in kousali institute of Management studies, Dharwad have

undertaken the MBA project and conducting the survey on customer service with reference to
Brand Factory, Hubli. All the data will be kept confidential and will be used just for analysis of
the project. I request you to tick the option which in your opinion believes to be true.
Customer Name: Age:
Monthly Income level:
Below Rs.10000
Rs.10000- Rs.20000
Rs.20000- Rs.30000
Above Rs.30000
Educational Qualification:
Under graduate
Graduate
Post Graduate
1) How frequently do you visit Brand Factory?
Twice in a week once in a week
During special offers whenever the need arises

2) Are you happy with the location of Brand Factory?
Yes No
3) Staff greeted you and offered to help you.
4) Staff was available in a timely manner.
5) Staff answered your questions.
6) Staff showed knowledge of the products.
7) Staff was courteous throughout.
8) Overall, how would you rate customer service
of Brand Factory?
Strongly Disagree Neither agree Agree Strongly
Disagree Neither disagree Agree
9) Your complaints are constructively
handled.
10) Staff communicate in a language
that you understand.

11) Staff delivers the appropriate
service as promised.
12) The behavior of staff makes you can
trust them and have confidence in them.
13) The store layout makes it easy for
customers to find what they need.
14) The store layout makes it easy for
customers to move around the store.
15) Brand Factory provides plenty of
convenient parking for customers.
16) Brand Factory accepts most major
credit cards.


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Customer service with reference to Brand Factory

Kousali Institute of management studies, Karnatak University, Dharwad. Page 1

1. Introduction to retail industry

The roles of the key players in a typical retail supply chain:

 Manufacturers: Produce the goods, using machines, raw materials, and labor.

Kousali Institute of management studies, Karnatak University, Dharwad. Page 3

Types of retail outlets:

Kousali Institute of management studies, Karnatak University, Dharwad. Page 4

Similar to supermarkets, hypermarkets in India are a combination of supermarket and

Kousali Institute of management studies, Karnatak University, Dharwad. Page 5

Major retailers in India:

Metro Cash and Carry

Kousali Institute of management studies, Karnatak University, Dharwad. Page 6

Kousali Institute of management studies, Karnatak University, Dharwad. Page 7

2. Company profile of Future group

Future Group is an Indian conglomerate headquartered in Mumbai, Maharashtra, India. The

Kousali Institute of management studies, Karnatak University, Dharwad. Page 8

Future Group conglomerate

Kousali Institute of management studies, Karnatak University, Dharwad. Page 9

Industry Retailing, insurance, logistics, media

Founder Kishore Biyani (CEO)

Headquarters Mumbai, India

Products Integrated foods and FMCGs

Service Supermarkets, hypermarkets, discount stores, insurance, logistics media.

Net income Rs. 200.6018 billion (US$2.9 billion)

Future Retail Ltd., Future Lifestyle Fashion Ltd., Future Consumer

Kousali Institute of management studies, Karnatak University, Dharwad. Page 10

 Future Lifestyle Fashions Limited acquired 29.9% stake in UK based Koovs

Kousali Institute of management studies, Karnatak University, Dharwad. Page 11

 Future Supply Chain Solutions Limited inaugurated its state-of-the-art Integrated

 Future Consumer Enterprise Limited (FCEL) partnered with Star Bazaar

Kousali Institute of management studies, Karnatak University, Dharwad. Page 12

 Fbb became style partner of Asia's largest music festival, Sunburn

Kousali Institute of management studies, Karnatak University, Dharwad. Page 14

 Foodhall, the premium lifestyle food destination launched in Pune.

Kousali Institute of management studies, Karnatak University, Dharwad. Page 15

Kousali Institute of management studies, Karnatak University, Dharwad. Page 16

Kousali Institute of management studies, Karnatak University, Dharwad. Page 17

 Future Group launches India's first seamless mall, Central, in Bangalore.

 Food Bazaar, the supermarket chain is launched.

 Future Group launches John Miller, a brand for Formal shirts.

Kousali Institute of management studies, Karnatak University, Dharwad. Page 18

 Initial Public Offer (IPO) of shares by the Company

 BARE, an Indian denim brand is launched.

Kousali Institute of management studies, Karnatak University, Dharwad. Page 19

Indian-ness: Confidence in ourselves.

Leadership: To be a leader, both in thought and business.

Introspection: Leading to purposeful thinking.

Openness: To be open and receptive to new ideas, knowledge and information.

Valuing and Nurturing To build long term relationships.

Adaptability: To be flexible and adaptable, to meet challenges.

Flow: To respect and understand the universal laws of nature.

Kousali Institute of management studies, Karnatak University, Dharwad. Page 20

3. Company profile of Brand Factory

Kousali Institute of management studies, Karnatak University, Dharwad. Page 21

BRIEF INFORMATION ABOUT COMPANY

Name of the company BRAND FACTORY

Industry Retail Fashion store

Founder and CEO Kishore Biyani

Head Office Mumbai

Founded on September 2006

Parent company Future Group

Products Men’s Formals & Casuals, Women’s wear &