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INSTITUTE OF MANAGEMENT TECHNOLOGY CENTRE FOR DISTANCE LEARNING GHAZIABAD TO STUDY THE LEVEL OF CUSTOMER SATISFACTION OF REEBOKs HIGH END BROWN( LEATHER) SHOES BRAND ROCKPORT, IN COMPARISON WITH OTHER AVAILABLE HIGH END INTERNATIONAL BROWN(LEATHER) SHOES BRANDS IN INDIA, WITH REFERENCE TO
DELHI AND NCR
REGION
Name
:
Sanjay Singh Gurjar
Enrollment No
:
0811002575
Correspondence Address
:
247, GAIL Society Sec -56, Gurgaon
Contact Number
:
9810418127
E-mail
:
[email protected]
Course
:
MBA
Major Area of Specialization
:
Marketing
Questionnaire Attached
:
Yes
Resume of Project Guide
:
Yes
Consent Letter from Guide
:
Yes
Phone Number of Project Guide
:
9811775376
Date of Submission
:
28th August 2010.
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2 CONTENT INDEX
S.NO.
PARTICULARS
Page No.
1.
FRONT PAGE
1
2.
CONTENT INDEX
2
3.
INTRODUCTION
3
4.
COMPANY PROFILE
5.
OBJECTIVE & SCOPE OF THE STUDY
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6.
RESEARCH METHODOLOGY
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7.
CHAPTERISATION SCHEME
8
8.
QUESTIONNAIRE
9.
RESUME OF THE GUIDE
10.
CONSENT LETTER FROM GUIDE
4-5
9-15
2
16-17 18
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INTRODUCTION: Customer satisfaction is a wide term which can not be defined , I always say satisfaction is something which you cant write and explain, its always there with a customer, it happens when
a customer gets
what he wants, indirectly you can say when his expectations are fulfilled. Level of satisfaction can not be measured as this is always there in customers mind, but I can always say that once he comes again, to avail your service or the product after using it once, then its fair and if he is coming again and again then its great, and moreover if he recommends the product to some one else to avail the same service or the product then it means its excellent. I think these are the perfect practical parameters to judge the level of satisfaction of a customer. Customer satisfaction depends on a lot factors like time, demand, ambience, price and the need.
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4 COMPANY PROFILE Rockport was established by father and son Saul and Bruce Katz it in 1971 in Rockport town of Massachusetts in United States of America, Rockport was the first company to use advanced materials and technologies in traditional shoes to create lightweight comfort. In 1984 Rockport was the first footwear manufacturer to receive The American Podiatric Medical Association's (APMA) Seal of Acceptance on the health. In 1985 Rockport develops and markets the Pro-Walker shoes and this Rockport PROWALKER shoe became a huge hit and known as the
"Mercedes-Benz
of
walking
shoes".
In 1986 Rockport was acquired by Reebok International Ltd. Rockport begins distributing Rockport shoes internationally in 1987. By 1994, Rockport shoes are distributed in over 30 countries and today Rockport is globally available in more than 60 countries. Rockport Company is worth of $450 million in adidas group. In India Rockport was introduced in year 1998 by Reebok India Company, this is the most expensive global brown shoes brand available in India. It’s rated at number three in the global brown shoes market. Its other competitor brands are Ecco, Geox, Clarks, Florsheim , Hushpuppies and Egle.
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5 My project will be based on the customer satisfaction of the Rockport formal brown shoes, who buys the below categories from stores (Rockport and its other competitor brands), 1- Dress Shoes 2- Dress Casual shoes 3- Casual shoes
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6 OBJECTIVES AND SCOPE OF THE PROJECT REPORT The main objectives of the project are as under:To study the CUSTOMER SATISFACTION level of Rockport footwear consumers with special reference to Delhi and NCR for the following product,
Brown
shoes
i.e.
leather
shoes
(
in
different
categories)
To study the competition for Rockport shoes in the defined segment i.e. high value leather footwear international brands.
To study the customer claims i.e. defective shoes Rectification Procedure used by Rockport.
To check if the customer’s problems are rectified within the given claim date as defined by the consumer defective policy.
To recommend the methodology and techniques that would further enhance the customer satisfaction level of Rockport products.
Try to find the better parameters that can enhance the customer’s satisfaction level.
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7 RESEARCH METHODOLOGY: Research Methodology is the method for acquiring the information needed to carry out the study. The study will be conducted through consumer survey of sample size of 100 pertaining to Delhi & NCR.
Survey will also include around 15 store managers of Rockport exclusive stores and other high end international brown (leather) shoes. SAMPLING TECHNIQUES
“Convenient Sampling” technique will be applied for Survey at the SIS, exclusive and Rockport MBO stores with customers. And “Systematic and Random Sampling” technique will be used for store managers. COLLECTION OF DATA
1. Data will be collected through both primary and secondary source. Questionnaire for Primary data collection is attached. 2. The primary data will be collected through questionnaires and interviews. 3. Secondary Data: Data will be collected from my organization, Reebok
India
Company,
and
through
various
magazines,
journals, newspapers and websites. In usage of secondary data, recency and relevancy of data will be main criteria.
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CHAPTERISATION SCHEME
1. Introduction 2. Literature review 3. Company Profile – Reebok India Company. 4. Guidelines of Reebok India Company (for Rockport brand) with reference to consumer defect policy. 5. Research Methodology 6. Data Analysis 7. Conclusion & recommendation 8. Appendixes 9. References / Bibliography
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9 QUESTIONNAIRE (Reebok India Company –for Brand Rockport)
I would request you to kindly share your thought and inputs about the below survey. This is a survey done to study the satisfaction level amongst the customers of Rockport and the comparison with the brand service given by other footwear brands in leather shoes category. Your few minutes will help the company to improve its services. We appreciate your help in this regard.
(Please answer all questions that apply to you. If the meaning of question is not clear, ask the interviewer to explain you)
a) Name.
-------------------------------
b) Address.
-------------------------------------------------------------
c) Phone/Fax/E-mail
-------------------------------
d) Age Under 20
20-30
30-40
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Above 40
e) Income Slab. (Monthly) Rs. 25,000/- to Rs. 50,000/-
Rs. 50,000/- to Rs. 1, 00000/-
Rs. 1, 00000/- to Rs.2, 00000/-
Rs. Above Rs. 3,00000/-
f) Profession Govt. Employee
Businessperson
Pvt.Employee
Retired 10
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g) WHICH OF THE BELOW INTERNATIONAL LEATHER SHOES BRAND DO YOU HAVE, 1. DRESS SHOES a. _______________________ b. _______________________ c. _______________________ d. _______________________ 2. CASUAL DRESS SHOES a. _______________________ b. _______________________ c. _______________________ d. _______________________ 3. CASUAL SHOES a. _______________________ b. _______________________ c. _______________________ d. _______________________ 1. How easily did you find the new Rockport store location to buy a new Rockport pair, Very Easily Easily
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Difficult Very difficult 2. If all the commitments made by the Rockport store managers after sale (in case of defective shoes) are fulfilled. Dress shoes
Dress casual shoes
Above
Casual shoes
Above
90%
Above
90% 60%
90%
-
90%
60%
-
90% 30%
30% 60%
-
30%
-
60%
Below
Below
30%
-
90%
-
60%
60%
30%
Below 30%
3. How quickly you were entertained in the Rockport store. Immediat ely After
5
minutes Not at all 4. Was the trial of footwear was convincing to you at the Rockport store? Dress shoes
Dress casual shoes
Fully Satisfied
Fully Satisfied
Partially
Casual shoes Fully Satisfied
Partially
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Partially
14 Satisfied
Satisfied Cant Say
Partially Dissatisfied
Cant Say Partially Dissatisfied
Dissatisfie d
Satisfied Cant Say Partially Dissatisfied
Dissatisfie d
Dissatisfie d
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15 5. Was the store manager polite and helpful? No Yes Not
so
much Cant say
6. How would you rate the communication skill of Rockport store manager to make you understand the footwear technology Excellent Good Fair Poor Bad 7. How would you rate the knowledge and competency level of Rockport store staff who entertained you, Excellent Good Fair Poor Bad
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8. How would you rate your overall Rockport experience while the selection of footwear at the store in comparison of other global leather shoes brand i.e. Ecco and Clarks? Excellent Good Fair Poor Bad
9. How do you know about Rockport? MAGAZIN E INTERNET RECOMME NDED BY FRIEND TRAVELLE D INTERNATIONALY 10. How rectified?
quickly
your
defective
Same day 1-2 day More than 7 days
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footwear
problem
was
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11. How would you rate the overall comfort in Rockport footwear in comparison of other brands? Dress shoes
Dress casual shoes
Casual shoes
Excellent
Excellent
Excellent
Good
Good
Good
Fair
Fair
Fair
Poor
Poor
Poor
Best in its
Best in its
Best in its
class
class
class
12. How much you are satisfied with the pricing of the footwear in comparison with other global brands? Dress shoes
13.
Dress casual shoes
Casual shoes
OK
OK
OK
Reduce it
Reduce it
Reduce it
Cant Say
Cant Say
Cant Say
Increase it
Increase it
Increase it
Would you be to recommend this brand to others?
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18 Dress shoes Yes,
Dress casual shoes why
not?
Yes,
Casual shoes
why
not?
Yes,
why
not?
Cant Say
Cant Say
Cant Say
Hesitantly
Hesitantly
Hesitantly
No
No
No
Thanks for giving your valuable time and comments…..
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Anurag Sharma Deputy General Manager-Rockport With over 12 years experience in retail industry ; Anurag is currently a Deputy General Manager – Reebok a wholly owned subsidiary of the $ 4 billion Reebok International based out of Massachusetts, USA and now a part of the Adidas Group. After finishing his early schooling from Spring Dales School – Lucknow, Anurag graduated from Delhi University in the year 1995. After his post graduation from the National Institute of Fashion Technology, New Delhi in the year 1998; Anurag started his career at ITC. In the year 1999 Anurag joined Arvind Brands for the operations of the denim wear brand “Lee” in the country. His stint in Reebok has been over 10 years and during these years he has worked in various roles .He started his career as an Assistant Product Manager for a Golfing Brand - Greg Norman .He moved on in the role of a Product Manager for the lifestyle brand - Rockport in the year 2003. It was his passion and the drive to excel that enabled him to become the Deputy General Manager of the brand in 2010. He is a great athlete at the age of 36 years and is a regular to the Reebok gym. He has run the Delhi half Marathon fives times in a row. He has done extensive international travel to U.S, Europe and Far East. He wishes to look like a brother to his daughters when he turns 50!!!
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20 CONSENT LETTER To, Director, IMT CDL, GHAZIABAD, This is to certify that “Sanjay singh Gurjar” will be doing the project TO STUDY THE LEVEL OF CUSTOMER SATISFACTION OF REEBOKs HIGH
END
BROWN(
LEATHER)
SHOES
BRAND
ROCKPORT,
IN
COMPARISON WITH OTHER AVAILABLE HIGH END INTERNATIONAL BROWN(LEATHER) SHOES BRANDS IN INDIA, WITH REFERENCE TO DELHI AND NCR
REGION
under my guidance. I further certify that
this is a genuine project and has not been copied from any source as per my knowledge. The project shall be carried out in the time frame between July 2010 to November 2010 under my supervision. Thanking you, Yours truly, Anurag Sharma [9811775376]
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