A SUMMER TRAINING REPORT

IN
LILLIPUT KIDS WEAR LIMITED

ON

CUSTOMER SATISFACTION AT LILLIPUT KIDS

WEAR LIMITED

SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT

OF BACHELOR OF BUSINESS ADMINISTRATION (B.B.A.) GURU
JAMBHESHWAR UNIVERSITY, HISAR

TRAINING SUPERVISOR SUBMITTED BY:

MR. RUPAK DAS GUPTA CHARU BHUTANI
(SR. MANAGER) ENROLLMENT NO.:
06511243220

SESSION: 2006-2009

Directorate of Distance Education

Guru Jambheshwar University of Science and Technology
Hisar-125001
 ACKNOWLEDGEMENT

The project is an outcome of the colossal support and encouragement

provided by a number of people at LILLIPUT KIDS WEAR LIMITED. I
would like to express my sense of gratitude to the company for giving me
this valuable learning opportunity and for allowing me to conduct this
project. I am proud to be part of this organization.

I would also like to thank my external guide Mr. Rupak Das Gupta (Sr.
Manager), of Lilliput Kids Wear Limited.

I express my sincere gratitude to all those who have been directly or

indirectly helpful in the completion of this project.

1
CONTENT

1. Executive summary 3

2. Introduction to the subject 6

3. History & Profile of the company 13

4. Objectives of the Project 23

5. Research Methodology 25

6. Presentation and Analysis of data 33

7. Observation and Findings 46

8. Limitations of the project 48

9. Conclusion 50

10. Suggestions 52

11. Bibliography 54

12. Annexure 56

 QUESTIONNAIRE 56

2
3
 EXECUTIVE SUMMARY

Today’s era is competitive era due to huge competition and high stake value
is changing day by day. Due to this the customer taste and preference are
changing at a very high rate. The culture, value, attitude, taste, & preference
are not stationary. This gives birth to up gradation of technology knowledge
and skills. Most over the preference is given to meet the needs and demands
of the customer i.e. the customer should be satisfied. Hence a continuous
survey is necessary about needs and preferences of the customer.

Lilliput kids wear limited is a highly competitive organization, not merely

surviving but ranking amongst top five players in the Retail Industry.
Therefore, the company requires a sincere customer feedback, to maintain
and further improve its performance.

This project involves study of customer preferences regarding colour

combination, quality, price, services provided by Lilliput. To find whether
the customer is satisfied or not, the survey had been conducted in different
stores in southern region of Delhi and the various facts and figures has been
figured out.

The aim of this project is to analyze customer taste and relative preferences
of products i.e. apparels, footwear, accessories from Lilliput. To forecast the
future demands of the customer i.e. changes in existing and new coming
products in the market.

To achieve the objectives, the researcher directly participated in the survey

of customer demands, making detailed observations and collecting data that
would prove relevant to the study. The researcher has used qualitative
analysis as well as the study of secondary data for doing the research study.

The primary data for the study was collected through the Observation and
survey. And the relevant secondary data has been collected from the
information through net and by customer care executives.

4
The research study has led to certain findings, including:-

 Weightage is given to the Quality.

 Maximum customers belong to higher class.

 The customers are quite satisfied by the products of Lilliput and

suggest being in the same way.

Last but not the least the customers are more satisfied with Brand Image of

5
6
 Introduction

Increasing competition (whether for-profit or nonprofit) is forcing

businesses to pay much more attention to satisfying customers. It may help
the reader to notice the role of customer satisfaction in the overall context of
product or service development and management.

Who is the customer?

Customer is defined as anyone who receives that which is produced by the

individual or organization that has value. Customer expectations are
continuously increasing. Brand loyalty is a thing of the past. Customers seek
out products and producers that are best able to satisfy their requirements. A
product does not need to be rated highest by customers on all dimensions,
only on those they think are important.

A Customer

A customer is the most important person in any business

A customer is not dependent upon us. We are dependent upon him.

A customer is not an interruption of our work. He is the sole purpose of it.

A customer does us a favor when he comes in. We aren't doing him a favor
by waiting on him.

A customer is an essential part of our business--not an outsider.

A customer is not just money in the cash register. He is a human being with
feelings and deserves to be treated with respect.

A customer is a person who comes to us with his needs and his wants. It
is our job to fill them?

7
A customer deserves the most courteous attention we can give him. He is
the lifeblood of this and every business. He pays your salary. Without him
we would have to close our doors. Don't ever forget it.

There are several levels of customers:

1. Dissatisfied customer--Looking for someone else to provide product or

service.

2. Satisfied customer--Open to the next better opportunity.

3. Loyal customer--Returns despite offers by the competition.

Dissatisfied Customers
Dissatisfied customers are an interesting group. For every one that
complains there are at least 25 who do not. Dissatisfied customers by word
of mouth will tell eight to sixteen others about their dissatisfaction. With the
web some are now telling thousands. 91% of dissatisfied customers never
purchase goods or services from the company again. A prompt effort to
resolve a dissatisfied customer's issue will result in about 85% of them as
repeat customers.

Depending upon the business, new customer sales may cost 4 to 100 times
that of a sale to an existing customer.

One of the ways to help obtain loyal customers is by having products and
services that are so good that there is very little chance that the customer
requirements will not be met

Of course one of the difficulties understands the true customer requirements.

Even when you have the requirements in advance the customer can and will
change them without notice or excuse. Having a good recovery process for
a dissatisfied customer is a necessity.

8
Customer Satisfaction

There exists an interaction between the desired results and customer

satisfaction, customer loyalty and customer retention. They may go by other
names such as patients, clients, buyers, etc. Without the customer it is
impossible for any business to sustain itself. Achieving the desired results is
frequently a result of customer actions. Any business without a focus on
Customer satisfaction is at the mercy of the market. Without loyal customers
eventually a competitor will satisfy those desires and your customer
retention rate will decrease.

Customer Satisfaction – a Critical Component of Profitability

Exceptional customer service results in greater customer retention, which in

turn results in higher profitability. Customer loyalty is a major contributor to
sustainable profit growth. To achieve success, you must make superior
service second nature of your organization. A seamless integration of all
components in the service-profit chain – employee satisfaction, value
creation, customer satisfaction, customer loyalty, and profit and growth –
links all the critical dynamics of top customer service.

Sadly, mature companies often forget or forsake the thing that made them
successful in the first place: a customer-centric business model. They lose
focus on the customer and start focusing on the bottom line and quarterly
results. They look for ways to cut costs or increase revenues, often at the
expense of the customer. They forget that satisfying customer needs and
continuous value innovation is the only path to sustainable growth. This
creates opportunities for new, smaller companies to emulate and improve
upon what made their bigger competitors successful in the first place and
steal their customers.

Customer Loyalty

"It takes a lot less money to increase your retention of current customers
than to find new ones-but I know I don't give it as much effort as I should
because it does take a lot of energy and effort!"

9
Strategize And Plan For Loyalty!

If you currently retain 70 percent of your customers and you start a program
to improve that to 80 percent, you'll add an additional 10 percent to your
growth rate.

Particularly because of the high cost of landing new customers versus the
high profitability of a loyal customer base, you might want to reflect upon
your current business strategy.

These four factors will greatly affect your ability to build a loyal customer
base:

 Products that are highly differentiated from those of the competition.

 Higher-end products where price is not the primary buying factor.

 Products with a high service component.

 Multiple products for the same customer.

 Market to Your Own Customers!

 Giving a lot of thought to your marketing programs aimed at current

customers is one aspect of building customer loyalty.

Use Complaints To Build Business!

When customers aren't happy with your business they usually won't
complain to you - instead, they'll probably complain to just about everyone
else they know - and take their business to your competition next time.
That's why an increasing number of businesses are making follow-up calls
or mailing satisfaction questionnaires after the sale is made. They find that if
they promptly follow up and resolve a customer's complaint, the customer
might be even more likely to do business than the average customer who
didn't have a complaint.

10
In many business situations, the customer will have many more interactions
after the sale with technical, service, or customer support people than they
did with the sales people. So if you're serious about retaining customers or
getting referrals, these interactions are the ones that are really going to
matter. They really should be handled with the same attention and focus that
sales calls get because in a way they are sales calls for repeat business.

Reach Out To Your Customers!

Contact . . . contact . . . contact with current customers is a good way to

build their loyalty. The more the customer sees someone from your firm, the
more likely you'll get the next order. Send Christmas cards, see them at trade
shows, stop by to make sure everything's okay.

Send a simple newsletter to your customers-tell them about the great things
that are happening at your firm and include some useful information for
them. Send them copies of any media clippings about your firm. Invite them
to free seminars. The more they know about you, the more they see you as
someone out to help them, the more they know about your
accomplishments-the more loyal a customer they will be.

A large factor in determining the likelihood of success and profits in an

organization is customer satisfaction. When there is customer loyalty the
customer retention rate is high and business results tend to follow.

Concerns of Retailers

Retailers are faced with many issues as they attempt to be successful. The
key issues include:

Customer Satisfaction – Retailers know that satisfied customers are loyal

customers. Consequently, retailers must develop strategies intended to build
relationships that result in customers returning to make more purchases.
Ability to Acquire the Right Products – A customer will only be satisfied if
they can purchase the right products to satisfy their needs. Since a large
percentage of retailers do not manufacture their own products, they must
seek suppliers who will supply products demanded by customers. Thus, an

11
important objective for retailers is to identify the products customers will
demand and negotiate with suppliers to obtain these products.

Product Presentation – Once obtained products must be presented or

merchandised to customers in a way that generates interest. Retail
merchandising often requires hiring creative people who understand and can
relate to the market.

Traffic Building – Like any marketer, retailers must use promotional

methods to build customer interest. For retailers a key measure of interest is
the number of people visiting a retail location or website. Building “traffic”
is accomplished with a variety of promotional techniques such as
advertising, including local newspapers or Internet, and specialized
promotional activities, such as coupons.

Layout– For store-based retailers a store’s physical layout is an important

component in creating a retail experience that will attract customers. The
physical layout is more than just deciding in what part of the store to locate
products. For many retailers designing the right shopping atmosphere (e.g.,
objects, light, and sound) can add to the appeal of a store. Layout is also
important in the online world where site navigation and usability may be
deciding factors in whether of a retail website is successful.

Location – Where to physically locate a retail store may help or hinder store
traffic. Well placed stores with high visibility and easy access, while
possibly commanding higher land usage fees, may hold significantly more
value than lower cost sites that yield less traffic. Understanding the trade-off
between costs and benefits of locations is an important retail decision.

Keeping Pace With Technology – Technology has invaded all areas of

retailing including customer knowledge (e.g., customer relationship
management software), product movement (e.g., use of RFID tags for
tracking), point-of-purchase (e.g., scanners, kiosks, self-serve checkout),
web technologies (e.g., online shopping carts, purchase recommendations)
and many more.

12
13
 LILLIPUT KIDS WEAR LIMITED

The journey of Lilliput started way back in 2002, when Mr. Sanjeev
Narula thought of entering into the retail industry to cater to the domestic
market. At that time they foresighted that there weren't any well known
brands catering specifically to the infants, toddlers and kids ranging from
age group of 0-12 yrs. This spark of idea gave fire to launching of a new
brand exclusively for kids, which is now popularly known as “LILLIPUT”.

The first retail outlet came up on 11th August 2002 in Greater Kailash,
New Delhi and since then there was no looking back.

Today it is down with almost 100 outlets all across India with a manpower
exceeding 836.

In addition to this, we have Tie-ups with almost 30+ MBO’s (Multi-brand

outlets) namely, Shopper's Stop, Lifestyle, Pyramid, Ebony, Central Pune etc
and are gradually strengthening our distribution network

Our Vision…

We will enhance our world leadership in Retail Industry by creating value

for people through delightful and imaginative high-quality products.

Our Mission…

Develop, manufacture, and market high quality and innovative products for
our consumers through efficient use of our resources and in partnership with
our customers.

Our values…

Create a fulfilling workplace for our employees built on trust, mutual

respect, and appreciation of their diversity.

14
Value the role in our communities, as a socially and environmentally
committed organization.

Generate economic value through superior growth and profitability.

International Offices

 China

 Berlin

Our Products

 Apparels

 Footwear

 Accessories

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 ESCALATION MATRIX

GENERAL MGR

REGIONAL MGR

AREA SALES MANAGER

STORE MANAGER

ASST STORE MANAGER

SALES EXECUTIVE

STOCK BOY

HELPER

16
 ORGANISATION STRUCTURE

SANJEEV NARULA
MANAGING DIRECTOR

ACCOUNTS EDP SALES& MERCHA- SAMPLING HR & DISPATCH AUDIT

DEPT. DEPT. OPERATION NDISING DEPTT. ADMIN DEPTT. DEPTT.
DEPTT. DEPTT. DEPTT

EDP
GM ACCOUNTS MANAGER
MANAGER MGR DISPATCH
SENIOR HR & MANAGER
SALES & SALES & MERCHANDISER ADMIN
ACCOUNTS OPERATION OPERATION DEPTT ASSISTANT
ASST. APPARELS SHOES
MANAGER
MANAGER ASSISTANT
ASST. ASST.
MERCHANDISER MGR
BUSINESS G MANAGER ER
ACCOUNTANT
EXECUTIVE HEAD (FOOTWEAR) HELPER
(APPARELS)
EXECUTIVES

REGIONAL REGIONAL
MANAGER MANAGER

AREA SALES AREA SALES

MANAGER MANAGER

STORE STORE
MANAGER MANAGER

SALES SALES
EXECUTIVE EXECUTIVE

HELPER HELPER

17
18
 STRENGTH

 Existing Brand names & stores in the major in the country.

 Strong Brand presence & Brand recall

 Up market kids western wear at affordable prices

 Quality Assurance through own control viz. company’s Q.C. executive

stationed at the outsourced facility in India & abroad.

 Raw Material and Fabrication – Approved by the company

 Specifications & Designs approved by the company

 Pricing controlled by the company

 Cash Management – Next day deposit at networked branches for

immediate credit.

 Strong control for theft management at stores – Regular stock audit by

company officials on quarterly basis and six-monthly audit by
independent agency.

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 WEAKNESS

 Labor Intensive production.

 Distribution Network

 Customer preferences for promotions / discounts on purchases.

 Sales not evenly spread across the year.

 Theft at the store end.

20
 OPPORTUNITIES

 Exploring International markets.

 Creating International Brand.

 Same store format can be used for launching other products too.

 Rising incomes in India

 Brand Conscious Generation with exposure to latest fashions.

 Possible tie-ups with international major.

 Segment is untapped – Customer preferences towards Brands.

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 THREATS

 Changes in government policy are one of the threats for the retail
company like changing rates on tax.

 The competitors like Ginny & Jonnie, Catmoss, and Weekender Kids
are rapidly growing their Brand Image as well as the reputation as the
premier integrated retail services providers.

 Many new products have been introduced in the market by the edge
competitors.

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Objective

23
PRIMARY OBJECTIVE:

 To know the problems & needs of the customer.

 To find out the brand image of Lilliput.

 To know about existing market trends and future market trends.

SECONDARY OBJECTIVES:

 To know about the existing competitors of Lilliput.

 To find which are the key factors affecting demand in Delhi region.

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Research Methodology

25
Research Methodology is a way to systematically solve the research
problem. It may be understood as a science of studying how research is done
scientifically. We can say that research methodology has many dimensions
and research methods constitute a part of the research methodology.

Objective / Problem Statement

In this project we are attempting to study and analyze the opinion that
customers carry in their mind for different categories of the product.
Therefore, we will concentrate whether customers are satisfied by the
product or not.

To study and find out the maximum information that we can get from the
company about the customer satisfaction, we need a research design or a
plan in advance of data collection and analysis for our research project.
Research Design in fact, has a great bearing on the reliability of the results
arrived at and as such constitutes the firm foundation of the entire edifice of
the research work.

A good design is often characterized by adjectives like flexibilities,

appropriate, efficient and economical & so on. Generally, the design that
minimizes bias and maximizes the reliability of the data collected and
analyzed is considered as a good design. Similarly, a design, which yields
maximal information and provides an opportunity for considering many
different aspects of a problem, is considered most appropriate and efficient
design in respect of many research problems.

Data Collection:

It is heart of all marketing research. It is an elaborate process through which

the researcher makes a planned search for all the relevant data and gathers
the entire data required for the assignment. Data is the raw material with
which a market researcher functions.

Sources of Data:

26
 a) Primary Data

b) Secondary Data

Primary Data:

Data obtain from the first hand by the researcher is called as Primary Data.
In this method the trainee personally collects the data through interviews,
discussions and interactions or by using the questionnaire method. In my
case I have used the questionnaire method.

Secondary Data:

The secondary Data is readily available and compiled data from the
statistical statements report etc. the data can be obtained from either
published or non published sources. I have taken secondary Data from the
internet (company website).

The Research Design:

Research Design facilitates the smooth sailing of the various research

operations, thereby making the research as efficient as possible, yielding
maximal information with minimal expenditure of efforts.

Research Approach:

Two basic approaches to research approach are quantative and qualitative

research. This research is qualitative approach because it deals with the
individual perception feelings and behavior of the customers.

Research Instrument:

27
It is the tool used to collect data from the sample. Researcher has a choice of
mainly one research instrument that can help to find out the primary data.

Questionnaire:

It consists of a set of questions presented to respondents. Because of its

flexibility the questionnaire is by far the most common instrument used to
collect the primary data. While designing the questionnaire care has been
taken in formulating and sequencing the question so that allows logical
thinking process for the respondents. Questionnaires need to be carefully
developed, tested and debugged before they are administrated on a large
scale.

Sampling Plan:

All the items under consideration in any field of enquiry constitute a total
population. A complete enumeration of all items in the population is known
as a census enquiry. It can be assumed that in such an enquiry when all items
are covered no element of chance is left and highest accuracy is obtained.
But in practice this may be not be true since the elements of bias are
increased as a number of observations are increased. This type of enquiry
involves a great deal of time and money.

Sampling:

Sampling is used to collect primary data when the sources of data are far too
many to be exhaustively handled. According to Yule, a well known
statistician the object of sampling is to get the maximum information about
the parent population with the minimum effort. Sampling saves costing time.
The sample size for research was 30 people.

Sample Unit:

28
Lilliput Stores from Delhi in southern region.

Geographical Coverage:

Delhi.

Terminology in Sampling

1. Population or Universe:

It is totality of all elements that are relevant to the scope of the

problem under study.

2. Sample:

It is a part of the population or the Universe. The sample size for

research was 30 Peoples.

3. Parameter:

It is a value or statement that explains true characteristics of an entire

Population. It is the value that would be obtained if the entire
Population were covered in the measurement.

4. Statistic:

It provides an estimate of what would be Population’s parameter with

regard to specified characteristic.

5. Precision:

29
It is the degree of closeness between a statistic and a parameter. It is a
direct outcome of two qualities of a sample.

a. It’s Representativeness.

b. It’s Stability.

Representativeness denotes to what extend the sample is close to the

Population.

Stability is relative to the sample size and proportion of the Population

included.

30
 Sampling Techniques

SAMPLING
TECHNIQUES

Probabilistic Sampling Non-Probabilistic

Sampling

Simple Random Convenience Sampling

Systematic Random Quota Sampling

Stratified Sampling Judgment Sampling

Area Sampling Panel Sampling

31
Probability Sampling:

Each element in probability has a known probability of being included in the

sample probability sample which is used here are:

a. Simple Random Sampling:

This type of sampling is also known as the chance sampling or probability

sampling where each and every item has an equal chance of inclusion in the
sample and each of the possible samples.

Non probability Sampling:

The non probability samples do not allow the researchers to determine the
probability. For sampling purposes the researchers decided to implement the
non probability sampling techniques.

a. Convenience Sampling:

This is a purpose or deliberate section of particular units of the universe for

constituting a sample which represent the population. When population
elements are selected for inclusion in the sample based on the ease of access,
it can be called convenience sampling.

b. Judgment Sampling:

In the judgment sampling the researcher’s judgment is used for selecting

items, which he considers representing of the population. Judge sampling is
used quite frequently in qualitative research where the desire happens to
develop hypothesis rather than to generalize to larger population.

32
33
 Presentation and Analysis of data:

The data used therein has been collected through the questionnaire technique
as well as the observation method. The questions asked, from the customers
were structured and close ended. The required information was derived from
the discussions that followed. The researcher has selected the stores of
Lilliput as her universe, which comprises of 30 people. As for the
observation method the researcher has observed a total of 30 people opinion
and thereof collected the required data.

34
 Data Presentation and analysis

GRAPH A: SHOPPING PERIOD:

QUES 1: How often do you shop?

QUATERLY HALF YEARLY NONE OF TOTAL

YEARLY THESE
23 03 01 06 30

SHOPPING PERIOD

NONE OF
THESE
18%
YEARLY
3%
HALF
YEARLY QUATERLY
9% 70%

QUATERLY HALF YEARLY YEARLY NONE OF THESE

INTERPRETATION:
From the above graph it is clear that shopping is done Quarterly, having
70%, followed by None of these which included Monthly and Weekly 18%,
Half Yearly 9% and Yearly 3%.

35
GRAPH B: AWARENESS:

QUES 2: How do you come to know about Lilliput?

ADVERTISEMENTS RELATIVES WINDOW OTHERS TOTAL

/ FRIENDS SHOPPING
05 06 18 01 30

AWARENESS
WINDOW
SHOPPING,
18
20

15
RELATIVES
10 ADVERTISE / FRIENDS,
MENTS, 5 6

5 OTHERS, 1

0
ADVERTISEMENTS
RELATIVES / WINDOW OTHERS
FRIENDS SHOPPING

INTERPRETATION:
When 18 out of 30 customers asked about the Awareness about the Lilliput
replied by Window Shopping, 6 replied by Relatives/ Friends, 5 by
Advertisement and 1 by Others.

36
GRAPH C: OTHER BRANDS POPULARITY:

QUES 3: Which other brands you have heard about except Lilliput?

GINNY & CATMOSS WEEKENDER NONE OF TOTAL

JONNIE KIDS THESE
10 10 10 00 30

OTHER BRANDS POPULARITY

NONE OF
THESE
0%
WEEKENDE GINNY &
R KIDS JONNIE
33% 34%

CATMOSS
33%

GINNY & JONNIE CATMOSS

WEEKENDER KIDS NONE OF THESE

INTERPRETATION:
During the survey, 34% respondents replied awareness for Ginny & Jonny,
33% respondents replied for Catmoss, 33% respondents replied for
Weekender Kids and 0% respondents replied for none of these,

37
GRAPH D: RATE THE SERVICES:

QUES 4: How do you rate the services provided by Lilliput?

EXECELLENT GOOD AVERAGE BELOW TOTAL

AVERAGE
06 20 04 00 30

RATE THE SERVICES

BELOW
AVERAGE,
0 AVERAGE,
4
GOOD, 20
EXECELLEN
T, 6

0 5 10 15 20 25
NO. OF CUSTOMERS

EXECELLENT GOOD AVERAGE BELOW AVERAGE

INTERPRETATION:
During the procedure of rating of services, much of the customers were
satisfied by it.

According to the graph it could be observed that 20 out of 30 customers

rated services provided by lilliput as Good, 6 as Excellent, 4 as Average and
none Below Average.

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GRAPH E: SHOPPING FROM LILLIPUT:

QUES 5: Do you like to do shopping from Lilliput?

ALWAYS FREQUENTLY RARELY NEVER TOTAL

06 23 01 00 30

SHOPPING FROM LILLIPUT

NEVER RARELY
0% 3%
ALWAYS
20%

FREQUENT
LY
77%

ALWAYS FREQUENTLY RARELY NEVER

INTERPRETATION:
From the above graph it is clear that 77% respondents rated shopping from
Lilliput as Frequently, followed by 20% as Always, 3% as Rarely and 0% as
Never.

39
GRAPH F: RESPONSE FROM LILLIPUT:

QUES 6: Does Lilliput respond to your needs in time?

ALWAYS FREQUENTLY RARELY NEVER TOTAL

10 18 02 00 30

RESPONSE FROM LILLIPUT

NEVER
RARELY 0%
7% ALWAYS
33%

FREQUENT
LY
60%

ALWAYS FREQUENTLY RARELY NEVER

INTERPRETATION:
During the survey it was found that 60% of the customers rated Response
from Lilliput as Frequently, 33% as Always, 7% as Rarely, and 0% as
Never.

40
GRAPH G: COST OFFERED:

QUES 7: Are you satisfied by the cost offered by Lilliput on its

products?

YES NO TOTAL
23 07 30

COST OFFERED

NO NO, 7
RATING

YES YES, 23

0 5 10 15 20 25

NO.OF CUSTOMERS

INTERPRETATION:
It is clear from the graph that from the sample size of 30 respondents, 23
replied for the cost offered as Yes they were satisfied and 7 of them were not
satisfied.

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GRAPH H: RESPONSE FOR QUALITY AND COLOR
COMBINATION:

QUES 8: Are you satisfied with the Quality and Color combination?

ALWAYS SOMETIMES RARELY NEVER TOTAL

15 15 00 00 30

QUALITY AND COLOR COMBINATION

NEVER
0%
RARELY
0%

SOMETIME
ALWAYS
S
50%
50%

ALWAYS SOMETIMES RARELY NEVER

INTERPRETATION:

According to the survey it is clear that 50% of the respondents are Always
satisfied by quality and color combination and 50% are Sometimes satisfied.
There is no response for Rarely and Never.

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GRAPH I: SALES STAFF CAPABILITY:

QUES 9: Do you find the sales staff capable of understanding your

needs?

ALWAYS OFTEN SOMETIMES NEVER TOTAL

11 16 03 00 30

SALES STAFF CAPABILITY

20
NO.OF CUSTOMER

16
15
11
10

5 3
0
0
RATING

ALWAYS OFTEN SOMETIMES NEVER

INTERPRETATION:

The researcher found that 16 customers rated sales staff capability for
understanding their needs as Often, followed by 11 customers as Always, 3
as Sometimes and no one responded for Never.

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GRAPH J: RESPONSE FOR NEW ACCESSORIES:

QUES 10: Are you satisfied with the new accessories launched by
Lilliput recently?

YES NO TOTAL
22 08 30

RESPONSE FOR NEW ACCESSORIES

NO
27%

YES
73%

YES NO

INTERPRETATION:
It is clear from the graph that, 73% of the customers are quite satisfied by
the new accessories launched by Lilliput and 27% are not.

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GRAPH K: CUSTOMER CARE SERVICES:

QUES 11: Are customer care services provided by Lilliput able to solve
the problems faced by you?

ALWAYS OFTEN RARELY NEVER TOTAL

11 18 01 00 30

CUSTOMER CARE SERVICES

NEVER
0%
RARELY
3% ALWAYS
37%

OFTEN
60%

ALWAYS OFTEN RARELY NEVER

INTERPRETATION:
When asked from the customers about the services provided by the customer
care, 60% respondents as Often, 37% as Always and 3% as Rarely and 0%
as Never.

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 Observations and findings:

 It was found that about 60% of the customer came to know about
Lilliput by window shopping. After that they came to know by
relatives and advertisements.

 Other brands such as Ginny & Jonnie, Catmoss as well as Weekender

Kids are quite famous in the market and are giving competition to
Lilliput.

 The customers are quite satisfied with the Services, Quality and Color
Combination of the Apparels.

 50% of the customers are satisfied with the cost offered by Lilliput but
50% needs improvements in it.

 Almost 75% of the customers are happy with new accessories

launched by Lilliput.

 The customers find sales staff quite capable of understanding their

needs.

 Over and all “Lilliput” carries a quite good brand image in the market.

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 Limitations:

 The respondents were limited and cannot be treated as the whole

population.

 The respondents may be biased.

 Time was a major constraint.

 Accuracy of indications given by the respondents may not be

considered adequate.

 Due to language problem it is possible that the respondents are not

able to understand the questionnaire and can cause misleading results.

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 CONCLUSION:

Lilliput Kids Wear Limited is a retail company basically known as kids

wear. Lilliput has 863 employees in their organization serving over approx.
30,000 customers. Its head office is in Delhi and their store expands in India,
Asia pacific, China and Berlin.

On the basis of data collected and analytical study made it is found that the
company needs to cut down their cost, more stuff are to be introduced for the
infants.

During the research it was also found that they need more colours for the
girls and party wear dresses should not be just limited on synthetic clothes.

Last but not the least Lilliput maintains its brand image and are in a high
demand by the customers.

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 Suggestions:

 More stuff is being demanded by the customers. So company should

look out for that.

 The company needs to cut down their prices at some extent.

 The customers demands for more colors for girls other than pink and
white.

 The customers are demanding for toys and accessories.

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 Bibliography

Books:

Leon G. Schiffman., Consumer Behaviour.

Kothari C.R., Research Methodology.

Philip Kotler., Marketing Management.

Websites:

www.lilliput-india.com

www.google.com

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 QUESTIONNAIRE

Q1. How often do you shop?

a) Quarterly b) Half- yearly c) Yearly d) None of These

Q2. How do you come to know about Lilliput?

a) By advertisements b) By relatives/ friends
c) By Window shopping d) Others

Q3. Which other brands you have heard about except Lilliput?

a) Ginny & jonnie b) Catmoss

c) Weekender Kids d) None of these

Q4. How do you rate the services provided by Lilliput?

a) Excellent b) Good c) Average d) Below Average

Q5. Do you like to do shopping from Lilliput?

a) Always b) Frequently c) Rarely d) Never

Q6. Does Lilliput respond to your needs in time?

a) Always b) Frequently c) Rarely d) Never

Q7. Are you satisfied by the cost offered by Lilliput on its products?
a) Yes b) No

Q8. Are you satisfied with the Quality and Color Combination?
a) Always b) Sometimes c) Rarely d) Never

Q9. Do you find the Sales staff capable of understanding your

needs?
a) Always b) often c) Sometimes d) Never

Q10. Are you satisfied with the New Accessories launched by

Lilliput recently?
a) Yes b) No

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Q11. Are customer care services provided by Lilliput able to
solve the problems faced by you?
a) Always b) Often c) Rarely d) Never

Q12. Would you like to give any suggestions to Lilliput on their

services?

Signature of the customer

Thanks for your valuable feedback

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