Table 3.
1: Gender of Respondents
Gender Frequency Percentage
Female 69 69
Male 31 31
Others 0 0
Total 100 100
Figure 3.1
Interpretation:
From the above graph, we can see that majority of the respondents were females. They
contributed upto 69% of total respondents while males were only 31% of total respondents.
Table 3.2: Age group of Respondents
Age Frequency Percentage
Below 18 1 1
18-22 87 87
21
23-27 7 7
28-32 4 4
Above 32 1 1
Total 100 100
Figure 3.2
Interpretation:
Out of 100 respondents ,87% are in the age group of 18-22, 7% under 23-27, 4% under 28-32 and
only 1% from age group below 18 and above 32. Most of the respondents fall under the age group
of 18-22.
Table 3.3: Occupation of Respondents
Occupational status Frequency Percentage
Student 88 88
Government employee 1 1
Non-Government employee 6 6
Unemployed 3 3
22
Others 2 2
Total 100 100
Figure 3.3
Interpretation:
Around 88% of the respondents are students ,Non-Government employee and Government
employee are 6% and 1% respectively. Unemployed and others constitute 3% and 2% of the total
respondents.
Table 3.4:Frequency of purchasing from Zudio
Visiting period Frequency Percentage
Monthly 10 10
Quarterly 18 18
Seasonally/During offers in 72 72
occasion
Total 100 100
23
Figure 3.4
Interpretation:
Majority of the respondents (72%) purchase from Zudio seasonally .18% and 10% of the
respondents purchase from Zudio quarterly and monthly respectively.
Table 3.5: Type of product purchasing from Zudio
Type of product Frequency Percentage
Clothing 95 95
Footwears 4 4
Cosmetics 0 0
Other accessories 1 1
Total 100 100
24
Figure 3.5
Interpretation:
Majority prefers to purchase clothes from Zudio(95%). Only 4% and 1% of the respondents
prefers to purchase footwears and other accessories.
Table 3.6: Idea or concept about Zudio
Idea or Concept Frequency Percentage
One stop shopping 10 10
Value store 61 61
Just another option 29 29
Total 100 100
25
Figure 3.6
Interpretation:
61% of the respondents believe that Zudio is a value store,29% of the respondents views it as an
another option. 10% view it as one stop shopping place.
Table 3.7: Attractive feature to prefer Zudio
Feature Frequency Percentage
Low price 30 30
Convenient 28 28
Variety of products 42 42
Other 0 0
Total 100 100
26
Figure 3.7
Interpretation:
42% of the respondents prefer Zudio due to the variety of products available.30% of the
respondents prefer Zudio due to low price and 28% due to convenience.
Table 3.8:Frequency of Zudio Ads
Frequency No. of respondents Percentage
Always 11 11
Often 20 20
Occasionally 42 42
Never 27 27
Total 100 100
27
Figure 3.8
Interpretation
Most of the respondents had only seen Zudio Ads occasionally(42%).27% of the respondents had
never seen ads of Zudio.20% oftenly see the ad and the remaining 11% always see the ad.
Table 3.9: Sources from which the customers know about Zudio
Source Frequency Percentage
Newspaper 5 5
TV 4 4
Store displays 22 22
Reference group 53 53
Internet 16 16
Others 0 0
Total 100 100
28
Figure 3.9:
Interpretation
Most of the respondents get to know about Zudio from reference group like friends and family
members(53%).22% and 16% of respondents know from store displays and internet respectively.
Remaining 9% from newspaper and TV.
FACTORS INFLUENCING CUSTOMERS TO PURCHASE FROM ZUDIO
[Link]
Table 3.10
Response Frequency Percentage
Strongly agree 20 20
Agree 57 57
Neutral 22 22
Disagree 1 1
Strongly disagree 0 0
Total 100 100
29
Figure 3.10
Interpretation:
77% of the respondents prefer Zudio because of their convenience and 22% showed their neutral
attitude. The remaining 1% disagreed.
[Link] of product
Table 3.11
Response Frequency Percentage
Strongly agree 15 15
Agree 55 55
Neutral 29 29
Disagree 1 1
Strongly disagree 0 0
Total 100 100
30
Figure 3.11
Interpretation:
70% of the respondents prefer Zudio due to quality of product.29% of them neither agree nor
disagree whereas 1% of the respondents disagreed.
[Link] of the product
Table 3.12
Response Frequency Percentage
Strongly agree 26 26
Agree 46 46
Neutral 26 26
Disagree 2 2
Strongly disagree 0 0
Total 100 100
31
Figure 3.12
Interpretation:
72% of the respondents prefer Zudio due to price of the product.26% showed their neutral
attitude and the remaining 2% showed disagreement.
4. Staff services
Table 3.13
Response Frequency Percentage
Strongly agree 7 7
Agree 55 55
Neutral 34 34
Disagree 3 3
Strongly disagree 1 1
Total 100 100
32
Figure 3.13
Interpretation:
62% of the respondents prefer Zudio due to staff service of the Zudio.34% showed their neutral
attitude and the remaining 4% showed disagreement.
[Link] or range(size) available
Table 3.14
Response Frequency Percentage
Strongly agree 27 27
Agree 43 43
Neutral 29 29
Disagree 1 1
Strongly disagree 0 0
Total 100 100
33
Figure 3.14
Interpretation:
70% of the respondents prefer Zudio due to variety of the product.29% showed their neutral
attitude and the remaining 1% showed disagreement.
[Link] and offers
Table 3.15
Response Frequency Percentage
Strongly agree 21 21
Agree 48 48
Neutral 27 27
Disagree 2 2
Strongly disagree 2 2
Total 100 100
34
Figure 3.15
Interpretation:
69% of the respondents prefer Zudio due to discount and offers for the product.27% showed
their neutral attitude and the remaining 4% showed disagreement.
7. Preference towards brand
Table 3.16
Response Frequency Percentage
Strongly agree 14 14
Agree 52 52
Neutral 31 31
Disagree 3 3
Strongly disagree 0 0
Total 100 100
35
Figure 3.16
Interpretation:
66% of the respondents prefer Zudio due to brand preference.31% showed their neutral attitude
and the remaining 3% showed disagreement.
Table 3.17:Awareness about the online shopping facility of Zudio
Responses Frequency Percentage
Yes 30 30
No 70 70
Total 100 100
Figure 3.17
36
Interpretation:
It is evident from the above figure that 30% of the people are aware and 70% of the people are
not aware of the online shopping facility.
Table 3.18:Faced problem in finding the right size
Response Frequency Percentage
Strongly agree 5 5
Agree 40 40
Neutral 19 19
Disagree 29 29
Strongly disagree 7 7
Total 100 100
Figure 3.18
37
Interpretation:
45% the respondents have faced problem in finding the right size of clothes and 36% of the
respondents haven’t faced this problem. Remaining 19% showed their neutral attitude.
Table 3.19:Rating the availability of stock at Zudio
Response Frequency Percentage
Excellent 9 9
Very good 4 4
Good 15 15
Fair 38 38
Average 34 34
Total 100 100
Figure 3.19
38
Interpretation:
Majority (87%) of the people are of the opinion that the availability of stock is not good. The
remaining are satisfied with the stock availability.
Table 3.20:Faced issues with quality of products
Response Frequency Percentage
Strongly agree 4 4
Agree 25 25
Neutral 35 35
Disagree 29 29
Strongly disagree 7 7
Total 100 100
Figure 3.20
39
Interpretation:
Majority of the respondents have neutral opinion regarding this statement(35%).29% agreed and
36% disagreed to the statement.
Table 3.21: Experienced difficulties with staff members
Responses Frequency Percentage
Yes 60 60
No 40 40
Total 100 100
Figure 3.21
40
Interpretation
Majority(60%) of the respondents have experienced difficulties with staff members at Zudio. Only
40% of the respondents haven’t faced difficulties with staff members at zudio.
Table 3.22:Encountered difficulties in making payment for the purchases
Response Frequency Percentage
Strongly agree 6 6
Agree 32 32
Neutral 31 31
Disagree 22 22
Strongly disagree 9 9
Total 100 100
41
Figure 3.22
Interpretation:
38 % of the respondents have agreement regarding this statement.31% disagreed and 31% had
neutral opinion regarding the statement.
Table 3.23:Faced issues with the delivery and return policies
Response Frequency Percentage
Strongly agree 2 2
Agree 40 40
Neutral 26 26
Disagree 23 23
Strongly disagree 9 9
Total 100 100
42
Figure 3.23
Interpretation:
42% of the respondents have faced difficulties regarding delivery and return policy, 32% haven’t
faced any issues and the remaining 26% neither agree nor disagree.
Table 3.24: Opinion about the number of retail outlets
Response Frequency Percentage
Strongly agree 8 8
Agree 45 45
Neutral 26 26
Disagree 16 16
Strongly disagree 5 5
Total 100 100
43
Figure 3.24
Interpretation
Majority of the respondents have agreed to this statement(53%).21% disagreed and 26% showed
their neutral attitude to the statement.
Table 3.25: Agreement regarding charging extra cost for carry bags
Response Frequency Percentage
Strongly agree 6 6
Agree 20 20
Neutral 22 22
Disagree 43 43
Strongly disagree 9 9
44
Total 100 100
Figure 3.25
Interpretation:
Majority of the respondents (52%)have disagreed with charging extra cost for carry bags .26%
agreed and 22% neither agree nor disagree.
Table 3.26: Faced any difficulties while doing online shopping from zudio
Responses Frequency Percentage
Yes 76 80
No 19 20
Total 95 100
Figure 3.26
45
Interpretation:
Majority(80%) of the respondents have faced difficulties while shopping online and the remaining
haven’t faced any difficulties(20%).
Table 3.27: Long queue Infront of the trial room is a problem
Response Frequency Percentage
Strongly agree 27 27
Agree 37 37
Neutral 29 29
Disagree 6 6
Strongly disagree 1 1
Total 100 100
46
Figure 3.27
Interpretation:
Majority of the respondents (64%)agreed with the statement while 7% of the respondents
disagreed with it. 29% of the respondents showed their neutral attitude towards the statement.
Table 3.28: Satisfaction with the billing system process
Responses Frequency Percentage
Yes 87 87
No 13 13
Total 100 100
47
Figure 3.28
Interpretation:
Majority of the respondents (87%) were satisfied with billing system process of Zudio while the
remaining 13% dissatisfied with this.
Table 3.29: The customer assistance process in Zudio
Responses Frequency Percentage
Highly satisfied 7 7
Satisfied 66 66
Neither satisfied nor dissatisfied 26 26
Dissatisfied 1 1
Highly dissatisfied 0 0
Total 100 100
48
Figure 3.29
Interpretation:
Majority of the respondents(73%) are satisfied customer assistance process and 26% of them are
neither satisfied nor dissatisfied with the customer assistance process and the remaining 1% is
dissatisfied.
Table 3.30: Zudio offers quality products at reasonable price
Response Frequency Percentage
Strongly agree 16 16
Agree 54 54
Neutral 28 28
Disagree 2 2
Strongly disagree 0 0
Total 100 100
49
Figure 3.30
Interpretation:
Majority of the respondents(70%) are satisfied with statement while 28% of them showed their
neutral attitude towards the statement and the remaining 2% disagreed.
Table 3.31: The store layout of Zudio is easy for the customers to find out what they need.
Response Frequency Percentage
Strongly agree 20 20
Agree 48 48
Neutral 29 29
Disagree 3 3
Strongly disagree 0 0
Total 100 100
50
Figure 3.31
Interpretation:
Majority of the people (68%) have agreed with the statement and 3% have disagreed to it while
29% of them neither agreed nor disagreed.
Table 3.32: Maintenance and cleanliness of the store is very good
Response Frequency Percentage
Strongly agree 26 26
Agree 53 53
Neutral 20 20
Disagree 1 1
Strongly disagree 0 0
Total 100 100
Figure 3.32
51
Interpretation:
Majority of the people (79%) have agreed with the statement and 1% have disagreed to it while
20% of them neither agreed nor disagreed.
Table 3.33: Zudio is always updated with latest fashion
Response Frequency Percentage
Strongly agree 27 27
Agree 46 46
Neutral 25 25
Disagree 2 2
Strongly disagree 0 0
Total 100 100
52
Figure 3.33
Interpretation:
Majority of the people (73%) have agreed with the statement and 2% have disagreed to it while
25% of them neither agreed nor disagreed.
Table 3.34: Satisfaction regarding the exchange policy
Response Frequency Percentage
Yes 51 51
No 49 49
Total 100 100
53
Figure 3.34
Interpretation:
51% of the respondents are satisfied with the exchange policy of Zudio while remaining 49% is
not satisfied.
Table 3.35:Satisfaction with the online shopping facility
Response Frequency Percentage
Yes 58 66.7
No 29 33.3
Total 87 100
54
Figure 3.35
Interpretation:
Majority of the respondents (66.7%) are satisfied with the online shopping facility and 33.3% of
the respondents are dissatisfied.
Table 3.36: Overall experience visiting Zudio
Response Frequency Percentage
Excellent 23 23
Good 59 59
Average 18 18
Bad 0 0
Worst 0 0
Total 100 100
55
Figure 3.36
Interpretation:
All of the respondents are satisfied with the overall shopping experience with Zudio.
Table 3.37: Recommendation to Purchase
Response Frequency Percentage
Yes 94 94
No 6 6
Total 100 100
Figure 3.37
56
Interpretation:
The above graph shows that out of the total, 94% of the respondents are willing to recommend
Zudio to others while the remaining 6% don’t recommend.
57
Findings
4.1 FINDINGS
• Majority of the respondents are females.
• Majority of the respondents belong to the age group of 18-22.
• Students form a major part of the study.
• Majority of the respondents purchase from Zudio seasonally/during offers in occasion.
• Majority of the respondents purchase clothes from Zudio.
• Higher percentage of respondents believe that Zudio is a value store.
• Variety of product is the most attractive feature to prefer Zudio.
• Zudio ads appears only occasionally.
• Most of the respondents get to know about Zudio from reference group like friends,
family etc.
1. Factors influencing the customers to prefer Zudio.
• Convenience is the most influencing factor for the customers to prefer Zudio.
• Price of the product has a remarkably high effect on the customer’s preference towards
Zudio.
• Variety/range available (size) and quality of products are the antecedents with a high
effect on the respondents to choose Zudio.
• Discount and offers is an antecedent with a low effect on the customers of Zudio.
• Preference towards brand and staff services are considered to be the least affected factor
to prefer Zudio.
2. Problems faced by customers while purchasing from Zudio
• Majority of the respondents are not aware of the online shopping facility of Zudio.
59
• Nearly 45% of the respondents faced problems in finding the right size of clothing at
Zudio.
• Most of the respondents rate the availability of stock at Zudio in terms of variety, colors,
size as not good.
• About 60% of respondents have faced difficulties with the staff members at Zudio.
• 38% of the respondents have encountered difficulties in making payments for purchases
at Zudio.
• Nearly 42% of the respondents have faced issues with the delivery and return policy.
• Respondents have a mixed opinion regarding the quality of the products.
• Majority of the respondents have the opinion that there are no enough retail outlets for
Zudio.
• Most of the respondents have disagreement for charging extra cost for carry bags.
• Majority of the respondents have faced difficulties while doing online shopping from
Zudio.
• About 64% of respondents agreed that long queue infront of the trial room is a problem.
3. Satisfaction level of customers
• Majority of the respondents are satisfied with the billing system of Zudio.
• Most of the respondents are satisfied with the customer assistance process in Zudio.
• Majority of the respondents believe that Zudio offers quality goods at reasonable price.
• About 68% of the respondents is of the opinion that the store layout of Zudio is easy for
the customers to find out what they need.
• Nearly 79% of the respondents are satisfied with the maintenance and cleanliness of the
store.
• Most of the respondents is of the opinion that Zudio is always updated with latest fashion.
• Only 51% of the respondents are satisfied with the exchange policy of Zudio.
• About 66.7% of the respondents are satisfied with the online shopping facility of Zudio.
• All of the respondents are satisfied with the overall shopping experience with Zudio.
• Most of the respondents are willing to recommend Zudio to their friends and family.
60
A STUDY ON CUSTOMER PREFERENCE TOWARDS ZUDIO
QUESTIONNAIRE
1. Name:
2. Gender:
Female
Male
Others
[Link]
Below 18
18-22
23-27
28-32
Above 32
4 .Occupation
Student
Government Employee
Non-Government Employee
Unemployed
Others
67
5 .How often do you purchase from Zudio?
Monthly
Quarterly
Seasonally/during offers in occasion
6. What type of products do you usually purchase from Zudio?
Clothing
Footwear
Cosmetics
Other accessories
7. What is your idea or concept about Zudio?
One stop shopping
Value store
Just another option
8. What attracts you to visit Zudio instead of other shops?
Low price
Convenient
Variety of products
Other:
9. How often do you see Zudio ads in newspapers, TV and internet?
Always
68
Often
Occasionally
Never
10. How did you get to know about Zudio?
Newspaper
TV
Through store displays
From reference group like friends and family members
Internet
Other:
11. Some of the Factors influencing your purchase from Zudio are given below: (rate your level
of agreement with each factor)
Factor Strongly Agree Neutral disagree Strongly
agree disagree
Convenience
Quality of product
Price of the product
Staff services
Variety/range (size)
available
Discounts and
offers
69
Preference towards
brand
12. Are you aware of the online shopping facility of Zudio?
Yes
No
13. You have faced problems in finding the right size of clothing at Zudio.
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
14 .How do you rate the availability of stock at Zudio stores in terms of variety, colors and
sizes?
Excellent
Very good
Good
Fair
70
Average
15. You have faced issues with the quality of Zudio products.
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
16 .You have experienced difficulties with the staff members at Zudio.
Yes
No
17 .You have encountered difficulties in making payments for your purchases at Zudio.
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
18 .You have faced issues with the delivery and return policies of Zudio.
Strongly agree
Agree
71
Neutral
Disagree
Strongly disagree
19. There are not enough retail outlets for Zudio .
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
20 .Do you agree with charging extra cost for carry bags?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
21. Have you ever faced any difficulties while doing online shopping from zudio?
Yes
No
22 .Long queue infront of the trial room is a problem.
Strongly agree
72
Agree
Neutral
Disagree
Strongly disagree
23. Are you satisfied with the billing system of Zudio?
Yes
No
24. How is the customer assistance process in Zudio?
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied
25. Zudio offers quality products at reasonable price
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
26 .The store layout of Zudio is easy for the customers to find out what they need.
73
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
27 .Maintenance and cleanliness of the store is very good
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
28. Zudio is always updated with the latest fashions.
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
29 .Are you satisfied with the exchange policy of Zudio?
Yes
No
74
30. Are you satisfied with the online shopping facility of Zudio?
Yes
No
31 .How was your overall experience visiting the Zudio retail store?
Excellent
Good
Average
Bad
Worst
32 .Would you recommend Zudio to your friends and family based on your shopping
experiences?
Yes
No
33. Do you think that Zudio needs to improve in any specific areas to enhance customer
satisfaction? (Give suggestions to improve their performance)
__________________
THANK YOU
**************************************************************
75