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A STUDY ON CONSUMER PREFERENCES AND SATISFACTION IN CLOTHING RETAIL: A CASE OF SHREE SHIVAM, RAIPUR

Name - Ankit Rathi

Course - BBA-6-C

Enrollment no. - A80306422087

Guide - Dr Gazala yasmin Asarf

Abstract

This study aims to examine consumer preferences and satisfaction levels in the clothing retail industry, with a specific focus on SHREE SHIVAM, a popular retail chain in Raipur. As the retail clothing sector grows rapidly in India, understanding consumer behavior becomes vital for customer retention and business sustainability. The study utilizes both primary and secondary data, incorporating surveys and interviews to evaluate customer experiences, purchase motivations, product preferences, service quality perceptions, and overall satisfaction. The findings reveal key drivers of customer loyalty and offer strategic insights for improving product offerings, store environment, and service delivery. Recommendations are provided to enhance customer satisfaction and maintain competitive advantage in a dynamic retail landscape.

In today’s dynamic and competitive retail environment, understanding consumer preferences and ensuring customer satisfaction have become crucial for business sustainability and growth. This study focuses on evaluating the consumer preferences and satisfaction levels in the clothing retail sector, with special reference to SHREE SHIVAM, a prominent apparel retail outlet in Raipur. The objective of the research is to analyze the key factors that influence customer preferences such as product variety, pricing, quality, brand availability, and in-store experience. It also aims to assess the level of customer satisfaction with regard to service quality, ambiance, staff behavior, and post-purchase services.

A structured questionnaire was administered to a sample of customers visiting the store, and both quantitative and qualitative data were collected. The study employs statistical tools to analyze patterns, correlations, and significant trends in consumer behavior. The findings suggest that product quality, diverse range, and courteous service are primary drivers of satisfaction, whereas pricing and waiting time are areas with potential for improvement.

This research provides valuable insights for SHREE SHIVAM to refine its marketing and customer service strategies. It also contributes to the broader understanding of consumer behavior in the Indian retail clothing industry.

Keywords: Consumer preferences, Customer satisfaction, Clothing retail, SHREE SHIVAM, Raipur, Retail strategy.