A

FIELD PROJECT PRAPOSAL

ON
TO STUDY THE CUSTOMER SATIFUCTION AT COTTON KING

FOR THE PARTIAL FULFILLMENT OF THE REQIREMENT

FOR THE DEGREE IN MASTER OF BUSINESS ADMINISTRATION MBA – I

IN FINANCE MANGEMENT

SUBMITTED TO
SAVITRIBAI PHULE PUNE

UNIVERSITY, PUNE

BY

DHOTRE ROHIT CHANDRAKANT

UNDER THE GUIDANCE OF

MRS. AKANKSHA REVAGADE

THROUGH
DNYAVARDHINI SHIKSHAN SANSTHA'S

GLOBAL INSTITUTE OF MANAGEMENT

TAL- SANGAMNER, DIST- [Link] (MH),

INDIA APRIL-2025
INTRODUCTION :-
In today's highly competitive textile and apparel industry, customer
satisfaction plays a pivotal role in determining a brand's success and sustainability.
Cotton King, as a prominent player in the cotton clothing segment, needs to
consistently evaluate and enhance customer experiences to maintain its market
position and foster brand loyalty.
This field project aims to study customer satisfaction at Cotton King by
analyzing key factors such as product quality, pricing, service efficiency, and
overall shopping experience. Understanding customer perceptions, preferences,
and pain points will provide actionable insights to improve service delivery,
product offerings, and customer engagement strategies.
By conducting this study, Cotton King can identify strengths to leverage and
areas needing improvement, ultimately leading to *higher customer retention,
increased sales, and a stronger brand reputation. The findings will serve as a
foundation for strategic decisions aimed at enhancing customer-centric approaches
in a competitive market.

STATEMENT OF THE PROBLEM:-

Despite Cotton King's reputation for quality cotton apparel, the brand lacks
detailed insights into customer satisfaction levels, which are critical for retaining
buyers, improving product offerings, and maintaining a competitive edge. Key
issues include:
1. Unmeasured Customer Satisfaction – No systematic study has been conducted to
assess how satisfied customers are with Cotton King’s product quality, pricing,
design, and service.
2. High Competition in the Cotton Apparel Market – Without understanding
customer preferences, Cotton King risks losing market share to rivals offering
better-aligned products.
3. Potential Gaps in Service & Product Experience – Complaints or negative
feedback (if unaddressed) may harm brand loyalty and repeat purchases.
4. Lack of Data-Driven Strategies – Marketing and product development decisions
are not fully guided by customer feedback, leading to missed opportunities.
PURPOSE OF THE PROJECT:-
The purpose of this project is to study and analyze customer satisfaction levels at
Cotton King to identify strengths, weaknesses, and opportunities for improvement
in product quality, service delivery, and overall shopping experience. The key
objectives include:
1. Assess Customer Satisfaction– Measure customer perceptions regarding product
quality, pricing, comfort, and durability of Cotton King apparel.
2. Evaluate Service Experience – Analyze feedback on staff behavior, store
ambiance, online shopping experience, and after-sales support.
3. Identify Improvement Areas – Pinpoint key factors influencing customer loyalty
and dissatisfaction to enhance business strategies.
4. Enhance Customer Retention – Provide data-driven recommendations to
improve customer engagement and brand loyalty.
SIGNIFICANCE OF THE PROJECT:-
This project holds significant value for Cotton King Clothes and the broader
apparel industry for the following reasons:
1. Enhances Customer Retention & Loyalty
- Understanding customer satisfaction helps identify strengths and weaknesses,
allowing Cotton King to improve product quality, service, and overall shopping
experience—leading to higher customer retention.
2. Guides Business Strategy & Decision-Making
- Insights from customer feedback will help management make data-driven
decisions in marketing, product development, and customer service improvements.
3. Boosts Brand Reputation & Competitive Advantage
- A satisfied customer base leads to positive word-of-mouth, strengthening
Cotton King’s brand image in a competitive market.
4. Identifies Gaps in Service & Product Offerings
- The study will reveal pain points (e.g., delivery delays, sizing issues, or fabric
quality) that need immediate attention to prevent customer dissatisfaction.

EXECTUING THE PROJECT:-

Purpose of the Project:
To evaluate and analyze customer satisfaction levels regarding Cotton King
Clothes product quality, pricing, service, and overall shopping experience,
identifying key areas for improvement to enhance brand loyalty and sales
performance.
Objectives:
1. To assess customer satisfaction with *Cotton King’s* product quality, comfort,
and durability.
2. To measure satisfaction levels regarding pricing, discounts, and value for
money.
3. To evaluate customer service efficiency (both in-store and online).
4. To identify key factors influencing repeat purchases and brand loyalty.
5. To provide data-driven recommendations for improving customer experience.
Scope of the Study:
-Target Respondents: Existing customers (online & offline buyers).
- Parameters Evaluated: Product quality, pricing, service, delivery, and brand
perception.
- Geographical Coverage: [Specify locations, e.g., specific cities or nationwide].
- Duration: [E.g., 3 months].
Methodology:
1. Primary Data Collection:
- Surveys (Online & In-Store Questionnaires).
- Customer Interviews (Structured/Unstructured).
- Social Media & Review Analysis.
2. Secondary Data:
- Past sales & return/refund trends.
- Competitor benchmarking.
3. Tools: Likert-scale surveys, Google Forms, SPSS/Excel for analysis.
Expected Outcomes:
- Identification of strengths & weaknesses in customer experience.
- Actionable insights to improve product/service quality.
- Strategies to increase customer retention & satisfaction.
REVIEW OF LITERATURE:-
1. Importance of Customer Satisfaction in the Apparel Industry
Customer satisfaction is a critical factor in the success of any retail brand,
especially in the competitive fashion industry. According to Kotler & Keller (2016),
satisfied customers lead to brand loyalty, repeat purchases, and positive word-of-
mouth marketing. Studies by Oliver (2010) emphasize that customer satisfaction
directly impacts profitability by reducing customer churn and increasing lifetime
value.
2. Factors Influencing Customer Satisfaction in Clothing Brands
Research by Parasuraman et al. (1988) on the SERVQUAL model highlights key
determinants of customer satisfaction, including:
- Product Quality (fabric comfort, durability, fit)
- Pricing & Value for Money (competitive pricing, discounts)
- Service Quality (staff behavior, return policies, after-sales service)
- Brand Image & Trust (ethical sourcing, sustainability efforts)
A study by Gupta & Zeithaml (2006) found that fast fashion brands like Zara and
H&M succeed by balancing affordability with perceived quality—a strategy Cotton
King can learn from.
3. Role of Sustainability in Customer Satisfaction
With growing eco-consciousness, consumers prefer brands that adopt sustainable
practices. A Nielsen (2015) report states that 66% of global consumers are willing
to pay more for sustainable clothing. Research by Joshi & Rahman (2019)
confirms that brands promoting organic cotton, fair trade, and eco-friendly
packaging gain higher customer satisfaction and loyalty.
4. Impact of Digital Shopping Experience
Post-pandemic, online shopping has become crucial. A study by PwC (2021) found
that seamless website navigation, easy returns, and fast delivery significantly
boost satisfaction. Cotton King must assess its e-commerce UX, delivery
efficiency, and customer support to meet modern expectations.
5. Gap in Existing Research
While many studies analyze customer satisfaction in global brands (e.g., Nike,
Uniqlo), limited research focuses on mid-range cotton-specific brands like Cotton
King. This project will fill that gap by evaluating satisfaction drivers unique to
Cotton King’s customer base.
References (APA Style Examples):
- Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
- Oliver, R. L. (2010). Satisfaction: A Behavioral Perspective on the Consumer.
Routledge.
- Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-
item scale for measuring consumer perceptions of service quality. Journal of
Retailing, 64(1), 12-40.
- Nielsen. (2015). The Sustainability Imperative. Nielsen Global Corporate
Sustainability Report