ChenOne- Research Project

ChenOne

IntroductionChenOne as the name states stands for changing life styles forever. It is not just retail

outlet but also an ultimate shopping experience providing comfort and satisfaction. It is

one of a kind as it is providing all products regarding textile and accessories under one

roof. Chen means Chenab House of elegance and novelty whereas One is in its literal

meaning, the one that is unique in its approach and operations. So the name stands for the

parent company being one of a kind.

ChenOne is a project of Chenab Limited or Chenab Group. It has been in the export

business since 1975. This company opened the first branch (functional) of ChenOne in

October 1997 in Islamabad.

Chenab Group: ProfileA success story dating back to early seventies, the company built it foundation in

tradition and innovation. Over the years Chenab has prided itself on most distinctive

features; unrelenting commitment, far-sightedness, enduring personal relationship and

above all passion for the business is what spurred the founder of the company to pursue

great results, and passion is still the driving force behind the present management team.  

Mian Muhammad Latif group chairman laid the foundation in 1974, joined later by his

younger brothers Mian Javaid Iqbal and Mian Muhammad Naeem in the venture and

the business began to flourish and Chenab products were soon finding their way to the

markets world wide, later the company’s network was expanded to Middle East, North

America, Europe and Australia. Stretching over vast area at Faisalabad Pakistan, the

manufacturing lines and equipment are constantly upgraded to ensure highest

performance standards and reliability and the widest range of fabric finishing operations.

Brief intro/bio of the founder, Mian Latif, and his entrepreneurial spirit, commitment and

integrity which has made Chenab what it is today. (Businessman of the year awards, etc).

Integrity as far as commitment to quality and 100% satisfaction of the clients, the guiding

spirit for the Group, from the top man right down to a worker.

Faisalabad is the Hometown of Chenab Group, and the city of textile in Pakistan. Chenab

Ltd. has enviable progress as modern and well-equipped vertical textile company.

Following are the major SBUs of Chenab Group:

Introduction and History 1

ChenOne

Ginning

Spinning

Weaving

High Quality Dying

Printing

Garments

Chenab Group has major three mega projects:

Chenab Ltd.

ChenOne

ChenSoft

SetupThe ginning unit started its production in 1975. Chenab Group is a place where big ideas

are expressed in different fields of textile. “We as a team believe in professionalism and

fully poised to achieve the highest laurels of excellence.”

Ginning of high quality cotton.

Spinning of high quality yarn.

Manufacturing of fine quality Fabrics.

Processing of different quality fabrics in 100% cotton and

different blends.

Exporters of high quality made-ups.

Exporters of high quality garments.

Retailers of high quality made-ups and garments.

Professional software development is our trademark.

Chenab LimitedIt is one of the leading manufacturer and export-oriented organization of quality products.

It is a prestigious name in manufacturing and export of value added textile product like

Fabric, Home textiles and Garments worldwide. Chenab Limited is ISO 9001m SA-8000

and IS 14001, WRAP and OHSAS-18001:1999 certified which shows its excellence in

operations and commitment to produce high quality products that are trustworthy.

Chenab limited consists of different units like

Introduction and History 2

ChenOne

Weaving

Dyeing Laboratory

Design Studio

Processing

Printing Finishing

Garments

Packaging

Management Policy“Our Policy is Customer Satisfaction”

Which we ensure through, proper planning continual improvement, employees

satisfaction, environment friendly production, prevention of environmental pollution,

resource conservation and implementation of relevant, environmental social and cultural

Norms/laws.

Quality ControlOnce the fabric has passed the late test and is ready for packing, it is given a meter-by-

meter visual inspection. This is the last stage, the certification of the entire process that

has focused right from the very start on “on line” quality

Quality ManagementQuality at each and every step of production is the first and foremost concern at Chenab,

a state of the art testing lab equipped with latest precision testing instruments assures

specific customer standards. Highly qualified and experienced technicians are all set to

cope up with the ever-increasing quality standards and changing customer requirements.

This work starts from the receipt of raw materials up to the final finished products thru

inspection/testing at all stages

Environmental ControlChenab Ltd. an environment friendly company working hard to keep the atmosphere

green and clean. Okeo Tex and ISO14001 certified for environment friendly products a

wastewater treatment plant is under construction in this regard

Social Compliances Initiatives

SA 8000 certification.

Introduction and History 3

ChenOne

No child labor.

Electronic Attendance, hand-scanning.

Max 56 hours working week, as per local laws

Proper health and safety care (dispensary)

Environment-friendliness

No discrimination by race, color or gender. Large female workforce.

Remunerations and fringe benefits as per local laws. (Free pick-and-drop service

for females, house-factory-house. Messing service etc)

Management Information SystemWith the implementation of sophisticated ERP system and LAN/WAN connectivity

Chenab Group is well equipped to compete globally. Customer relationship management,

e-commerce, online order tracking system and video conferencing will further concrete

the executive decision support system and speedup response time to the customers.

Achievements and AwardsMian Muhammad Latif                (Group Chairman & CEO Chenab Ltd.)   Businessman of year Gold Medal Award by FCCI 2002, 2001, 2000,

1999, 1998.

Receiving Award from President of Pakistan Gen.

Pervaiz Musharaf

Mian Muhammad JavaidDirector Operation

Introduction and History 4

ChenOne

Mian Muhammad NaeemDirector Export

Best Export Performance Trophy by FCCI 

11 years of excellence in export performance.

Our step-by-step advancements in export are explained by graph.

Introduction and History 5

ChenOne

ChenOneProfileLIFESTYLE AT CHENONE Avail 10% discount at all ChenOne stores. ChenOne is a

family fashion store, which covers all fashion needs of a trendy home and family.

ChenOne is one of few project launched by Chenab Group. The group has solid export

and quality production experience with government recognition as eight time export

trophy winner. The Chairman of the group Mian Muhammad Latif is also recognized

business person. He has been awarded one of Pakistan’s reputable civil honor ‘Tamgh-e-

Imtiaz’ as recognition for his service to the country. He was also awarded four times

‘Businessman of the year’ award.

ChenOne takes high-class living and alluring lifestyle a step further with the introduction

of its business development service entitled to serve a touch of class and the trademark

ChenOne lifestyle to the corporate industry. ChenOne’s new business development

department is aimed at the corporate sector, which includes the hospitality industry, i.e.

hotels, prestigious clubs, restaurants, civil & armed forces’ guest houses, government and

private institutions, local and multinational companies. This department offers a wide

range of co-ordinated concepts in bed linens, bed basics, curtains, table linen, furniture,

bath and kitchen accessories and other home apparels. This department has taken charge

of a network of businesses throughout the country and provided its services & products to

top-notch institutions nationwide. Below is a list of some of the organizations ChenOne is

proud to be associated with:

President’s House

Governor House, Lahore

Best Western Hotel, Islamabad

Sindh Club, Karachi

Holiday Inn, Islamabad

ChenOne Profile 6

ChenOne

Islamabad Club

Serena Hotel

Pakistan Services Ltd.

Royal Palm Golf and Country Club, Lahore

Pakistan Steel, Karachi

Artillery Center, Attock

Pakistan Military Academy, Kakool

Adding a touch of class and sophisticated lifestyle, while at the same time not

compromising on the ‘homely feel’ success locally and nationwide

ChenOne as started in 1996 in Rahim Yar Khan at a very small scale, the idea was just to

test whether opening such a retail store would be profitable or not. After a good response

within just 6 months the Chenab Limited decided to open first operational outlet in

Islamabad.

Now there are 10 outlets in Pakistan whereas 6 outlets are working abroad in Dubai,

Ajman, Makkah and Behrain. Trio was completed in the UAE market with opening of the

third branch at Jumierah Beach Road, Dubai on 26th September 2001. Located in posh

area of Dubai at city center next to McDonalds. All ChenOne stores are located in

exclusive places in Karachi, Lahore, Islamabad, Rahim Yar Khan, Rawalpindi, Peshawar,

and Abottabad.

Recently they have opened an Outlet in Multan named as “ChenOne Tower”, a unique

and good looking tower style building.

ChenOne Profile 7

ChenOne

Structure There are two main departments at ChenOne:

1. Home Textile Department

2. Garment Department

The Home Textile Department is dealing with product like Kitchen accessories, Bed

Sheets, Furniture, Home Fashion and Interior Decoration.

The Garment Department is dealing with garments in three categories:

Men’s Wear

Women’s Wear

Kid’s Wear

ChenOne is directly under control of Chenab Limited. Decision-making is centralized as

well as decentralized. Following are some of the decisions made at Centralized level:

Promotional Campaign at national level.

Pricing Strategies.

Expanding Product Lines.

Timing of the outlets

Special offers

While the local management is charged to handle:

ChenOne Profile 8

ChenOne

Selection of local employees

Up to some extent local promotional activities

Conducting events

Giving membership

Timings

The timing of the out let is from 11:00 A.M in the morning to the 10:00 P.M that could

be extended to 12:00 as well in the evening.

Type

ChenOne is basically a Departmental Store but not dealing in categories, it is actually a

family mega store dealing in home textile, fashion garments, furniture and accessories.

Reasons for opening in Multan:

Coverage of Lower Punjab

To target more potential customers present in this region

Multan Tower will act as Central Controlling Unit for the

future operations of ChenOne outlets in all other cities and also

the future outlets will be of same design.

Preliminary Expenses

A rough estimation of Rs.25000000 or 25 karor Rs. has been made in purchasing the

land, setting up the infrastructure and starting of the operations.

Prestige Club

ChenOne is maintaining a special club. Their potential customers are the members of this

club. Following strategies are being used for the membership:

Membership is for one year, after that it has to be renewed.

If these members made a purchase of Rs.10000 in a year then

they are given discount of 10%.

If these members made a purchase of Rs.25000 or more than

their membership is freely renewed for the next year.

Members can use their cards anywhere in Pakistan.

Location

Following are the reasons to locate the outlet at abdali road:

ChenOne Profile 9

ChenOne

Near the Cantt area.

Covering the Multan Air Port

Near Holiday Inn

There are many banks and other institutions also located at the

same road.

Availability of land.

No other outlet closer to the ChenOne.

Logo

The logo of ChenOne Shows the Quality product and a Change in life style. Also the

concept of being unique and more and more creative is also being described in the logo.

Future Plans

Following are the future plans of the ChenOne:

To open 10 new outlets in Pakistan over next 5 years. This will

make total number of outlets 20.

Feasibility study is being conducted and it is expected that

ChenOne will also start its operations in United Kingdom.

ChenOne Profile 10

Statements

MISSION STATEMENT

ChenOne aim is to offer high quality products and services to all its clients. We believe in

producing Creative Ideas and delivering clear and efficient message, always providing

better quality services with customer-oriented solutions.

VISION STATEMENT

ChenOne was specifically established to provide real value to our customers in the belief

that to do so will create long term success for our company. We have the best retail

outlets to provide customers with unique solutions according to their needs.

Core Values

QUALITY

We believe in regular quality improvements streaming from talks with clients, internal

exchange of experiences and constructive analysis.

CREATIVITY

Every member is expected to be creative in its way to find customer-oriented solutions. 

EFFICIENCY  

We are permanently reviewing our workflows and upgrading our work tools so as to

make our services more efficient and consequently more attractive to our clients in terms

of price and quality.

Statements 11

COURTESY

We are courteous-with our customers, and towards each other and encourage open

communication.

INTEGRITY

We have integrity-as individuals and as teams our decisions are characterized by honesty

and fairness.

Statements 12

Market Segmentation and Target MarketCustomer satisfaction is the ultimate marketing goal to be achieved by utilizing

marketing tools. To achieve this goal organizations usually do segmentation of their

markets in order to best serve the needs of their customers. In this regard customers can

be grouped in two unequal size segments:

Business Consumers

Personal use Consumers

ChenOne is targeting both customers.

This segmentation is done on four broader bases:

Demographics

Psychographics

Geographic

Behavioral

The advantages of segmentation are as follows: -

Precise Market Definition

Analysis of Competition

Response to Changing Market Needs

Efficient Resource Allocation

Effective Strategic Planning

ChenOne use to segment its market on the Demographics basis on the priority basis.

Their segmentation is based on:

Income

Social Class

Second base is Psychographics, which includes:

Personality: sophisticated

ChenOne has targeted both Business Customers and Land Lords as well as both come of

from high-income category. In this category they are very specifically targeting their

customers.

In Social class they are targeting Upper-Upper and Upper-Middle persons.

Segmentation 13

Both factors indicate that their customers are status oriented and are ready to pay higher

prices for better quality.

Four types of customers are identified with ChenOne:

1. Inactive Shoppers

They are found to be 21% in Pakistan. They have restricted lifestyles and

shopping interests. They do not engage in do-it-yourself activities. They are not

concerned with shopping attributes like price, employee service.

1. Active Shoppers

They were found to be 40% in Pakistan. They have demanding lifestyles and

engage in out-door activities along with do-it-yourself kind of activities. Price is a

major consideration while they are shopping.

1. Service Shoppers

They are found to be 22% in Pakistan. They demand high-level if in-store service

when shopping. They seek convenient stores with friendly service.

1. Price Shoppers

They are almost 17% of total figure. They are identifiable with their most price

consciousness. They have shown greater tendency to look for place where their

price requirements are fulfilled.

ChenOne is using Concentrated Marketing Strategy.

Segmentation 14

SWOT Analysis

The overall evaluation of company’s strengths, weaknesses, opportunities and threats is

called SWOT analysis.

Strengths

ChenOne is enjoying following strengths.

Qualified Staff

Good Physical facility

Better Communication between employees

Use of sophisticated Computer Software(s)

Aware of the new technologies

Enjoying good Brand Name (ChenOne)

High service quality

Better utilization of Parent Company’s experience

Sound Industry relationship

Prestige Club

Weaknesses

Charging higher pricing.

More tight control by the centralized management.

Strict promotional activities

Not realizing the Competition

Not a comprehensive web site

SWOT Analysis 15

Threats

The new store “Cross Roads” is opening in Multan that could pose a threat

to ChenOne.

Beds and Bath, a store in Karachi is expected to become a competitor.

Opportunities

International Market

More coverage in Pakistan

Using Internet as a medium as well to sell products.

SWOT Analysis 16

Marketing Mix and StrategiesIn this context we have to explore 7 Ps because ChenOne is basically a service provider,

so these Ps of marketing mix are as follows:

Product

Price

Place

Promotion

These are the traditional 4 Ps but in service firms there are 3 additional Ps associated in

Marketing Mix, which are:

People

Place

Process

1. ProductFollowing is the detail of the product line that is carried by the ChenOne:

1) Garments

Garments include

Women’s Wear

Following varieties are available in this category

1. Lowers

2. Uppers

3. Salwar Suits

4. Long Dresses

5. Nightwear

6. Jackets

7. Kurties

8. Sweaters

Marketing Mix 17

Men’s Wear

Following varieties are available in this category:

1. Lowers

2. Uppers

3. Salwar Suits

4. Suitings

5. Nightwear

6. Jackets

7. Jogging Suits

8. Shorts

9.Pyjamas

10. Sweaters

11. Belts

12. Ties

13. Shoes

Kid’s Wear

Following varieties are available in this category:

1. Lowers

2. Uppers

3. Salwar Suits

4. Jackets

5. Nightwear

6. Frocks

7. Belts

8. Shoes

9. Socks

10. Vests

11. Underwear

12. Suspenders

Marketing Mix 18

2) Kitchen Accessories

3) Bathroom Accessories

Towels

Bath Robes

Shower Curtain

4) Furniture

Bedroom Furniture

Living Area Furniture

Dinning Area Furniture

Kids Furniture

5) Bed Sheet Sets

Bed Sheet Single

Bed Sheet Queen

Bed Sheet King

Quilts Cover

Bed Spread

6) Crockery

Dinner Set

Tea Set

Design Ware

7) Bed Basics

Fabric Covers

Pillows

Quilt

Mattress

8) Home Accessories

Candles

Lamps

Curtain Rods

Mats

Marketing Mix 19

Dry ArrangementsNote:- Detail product specifications are available in appendix D.

ServicesChenOne is providing following services:

Interior Consultancy

After-Sale Services

Interior Consultancy

Special attention has been given to the interior and layout for each outlet. The display,

shelving and lighting is unique for each store.

The home section displays products portraying trendy bedrooms with all possible

matching accessories. To make shopping decisions easier, interior consultants are

available for assistance. Customers can seek advice from these consultants to get new

ideas or information regarding new materials and products. Interior consultancy service is

absolutely free.

Customers can also use the services of interior consultants outside the store in reference

to their home. This department handles complete interior decor projects. Samples of

completed projects are available on request.

In this context ChenOne has recently renovated the President Musharaf’s house and

houses of Nazim and Naib-Nazim of Multan.

After-Sale Services

After sale services mainly include the

Complaint Handling

Warranty Claims

Usually this is the case with furniture where ChenOne is usually providing Warranty of 6

months. But if customers who have purchased garments brought the faulty one within

seven days of purchase ChenOne will provide the alternative or fix the problem with no

fee.

Marketing Mix 20

2. PriceThe strategies related to Price are clear. ChenOne is charging a flat rate on all of their

products. Like the range of their sofa sets varies from Rs.80000 to Rs.1400000. Also their

bed sheets range from Rs.5000 to Rs.10000.

Their prices are set at highest rate, this is because, according to their management our

customers belong to Upper-Upper class and most of them are rich people ranging from

Land lords to business persons. These people usually seek to shop at the place where

prices are high and show the status symbol.

Another reason is that ChenOne itself does Value Addition to the products. So they are of

the view that we provide total value-added, high quality products, hence charging

premium prices.

ChenOne introduces discount ranging from 10 to 50% almost every year two times. This

is so because at the start of every winter season the new design is introduced and same

thing is done when summer season started. When they introduced new design all the old

stuff obsoletes. So just to increase their turnover almost by 20 to 25% more than the

regular times ChenOne introduces discount series and discount strategy is being followed

at every outlet in Pakistan.

There is no bargaining allowed either at their center. Prices are fixed and tagged on the

products along with ChenOne brand name. Also there is a discount available to the

members of the Prestige Club. Following two strategies are being followed:

Membership is for one year, after that it has to be renewed.

If these members made a purchase of Rs.10000 in a year then

they are given discount of 10%.

If these members made a purchase of Rs.25000 or more than

their membership is freely renewed for the next year.

For ChenOne at present there is no problem regarding price competition just because of

their target market, so the price objectives are to maintain their Status Quo.

Marketing Mix 21

3. PlaceChenOne is using Exclusive Placement Strategy. Normally it appears to have only one

store in a city. But this concept is not true because they Chenab Limited also open more

than one store in high-density areas like Lahore. But still their strategy remains exclusive.

The reason is that within high-density areas they have divided that area into 2-3 large

areas with respect to their customers and used only one store in those areas.

Currently ChenOne is operating in:

Lahore

Islamabad

Karachi

Rawalpindi

Rahim Yar Khan

Multan

Abottabad

Peshawar

Faisalabad

Also ChenOne is operating abroad:

Dubai

Ajman

Makkah

Bahrain

Marketing Mix 22

4. PromotionNow a days it is imperative for any company to promote its products heavily. This can be

done in many ways like Sales Promotion, Advertising, Publicity, and Personal Selling.

But Advertising is playing an important role in promotion as companies are allocating a

heavy budget for the advertisements for their products.

ChenOne is not using Broadcast as a medium, they are heavily relying on Cable service

providers for their promotion, the reason is that they want their message to reach only to

their target market, or in other words they want to increase their reach. Also management

wants to reduce the clutter.

Following are the basic ways for the promotion of ChenOne:

News letters

Brochures

Catalogs

Magazines (Specially Fashion Mags)

Ads on cable

Banners

Events

The last point is very important. CheonOne is using the strategy of conducting Fashion

Shows in the areas where the management is interested in opening the outlet. In Multan

they used the same strategies for 3 years and by conducting such shows they gathered the

demographics of their will be customers. Once it became clear that Multan is the area

where they can target business persons and cover the area of lower Punjab, management

decided to open outlet in Multan.

Also by conducting events like “night shows”, “club nights” they also promote their new

products to their customers.

Also ChenOne is using the service of TCS in order to deliver their News Letters and

brochures to the business persons directly.

Ad Agency

The advertising agency of ChenOne is Evernew Concept, which is located at Lahore,

Islamabad, Karachi, Peshawar and Quetta.

Marketing Mix 23

5. PeopleMost of the services are provided by the people (employees). It is important for the any

company to:

a. Select

b. Train

c. Motivate

their employees because this will make a huge difference in customer satisfaction.

Better-trained persons exhibit 6 characteristics:

a. Competency

b. Credibility

c. Reliability

d. Responsiveness

e. Courtesy

f. Communication

In this regard ChenOne has a skilled workforce available. In Multan they have 16

workers.

6. PlaceThe interior and exterior of the outlet should give the impression to the visitor that this

place is of some standard and that he is putting his foot in right place. Customers

perceives about the service and its quality through Place, people and other things.

The idea chosen in Multan by ChenOne is the “ChenOne Tower”, located at Abdali

Road. The outlook of the Tower is really amazing and draws the attention of by-passer.

Also the parking facility is provided in base ground and is really upto international

standards.

The interior of the store is also self-speaking and gives an impression to their customers

about their choice. Different sections are made and two stories are dedicated for this

purpose. Rest of the building will be given on rent to interesting parties. Sections are well

decorated and samples are also shown in front of the section that really adds to their

appeal. Sections are labeled as well like if pants are to be bought then customer can find

them in Men’s wear section and they are arranged in order of 30” to 36”.

Marketing Mix 24

7. ProcessWhen customers enter the outlet, they will find a consultant at each section. When they

want to buy a product say a Bed Sheet, they will bring that sheet at the counter.

ChenOne is using the powerful computerized system. All the retail outlets are connected

with their center via the computer system. Chenab Group has signed an agreement with

ACCPAC to deploy their Enterprise Resource Planning modules in their business. In this

context Chenab Group has another project like ChenOne that is ChenSoft.

At counter the employee will fill the details of the order in the computer software, a copy

of which will be sent to the headquarter immediately and another copy will be kept safe

at local center and print out will be taken. Customer will sign that bill and another copy is

also safe.

The purpose of sending order information to headquarter is that the timely delivery of the

products will be made sure and no stock out occurs.

Marketing Mix 25

Problem StatementTo explore the Marketing Strategies of retailing institute ChenOne, Multan..

Research ObjectivesWe were aiming at to:

Determine the Organizational Setup of ChenOne.

Determine the General Information about ChenOne.

Determine the Marketing Strategies regarding ChenOne.

Conduct the SWOT Analysis.

Determine the Relationships with Suppliers and Customers.

Determine any Regulatory Issue(s) while opening the outlet.

Determine the Target Market and Segmentation.

Determine the customer preference for this outlet.

Determine the customer satisfaction level.

Determine the customer loyalty.

Determine the customer visits.

So overall we’ll be checking what type of retail institute ChenOne is and what

promotional and pricing strategies they are using, along with the services being provided.

Scope of ResearchThis research about the ChenOne is confined to the Multan region only.

Limitations No previous research report was available on ChenOne and that was the limitation

on our literature review.

Exact sales data about ChenOne was not available from the organization.

Our budget was limited as it is an academic research.

Research Design 26

Research DesignThe research design constitutes the blueprint for the collection, measurement and analysis

of data. It aids the researcher in the allocation of limited resources by posing crucial

choices about different factors. In fact research design is the overall scheme or program

of the research.

The research design of our research contains the following components:

Design StrategyDescriptors of research design.

Category Descriptor

The degree to which the research questions have been

crystallized.

Formal study

Exploratory study

The method of data collection Communication

Monitoring

The purpose of study Descriptive

Casual

The time dimension Longitudinal

Cross-sectional

Sampling DesignRelevant population:

As ChenOne defines their target market consists of Upper-Upper class, so our population

for the research purpose was also the same.

Sample Type:Our sample type is “Non-Probability” sampling. The identification of existing sample

frames was not possible for us because many of the management was not ready to

provide us the details of their customers.

Research Design 27

Sampling Technique:In non-probability sampling we have selected quota sampling.

Sample:We have selected a sample of 30 customers.

Research Instrument:We’ve used self-administered questionnaire as research instrument. Refer to Appendix-A

for Questionnaire. Nine measurement questions are used out of which there are 7 close

ended and 2 open ended questions.

Data Collection Method:The Data Collection Method is Survey as indicated by the Research Instrument. In this

regard we spent some time at the outlet in order to get the questionnaire filled by the

respondents.

Research Design 28

Analysis

Q1. How frequently do you visit ChenOne Multan?

Label ResponseOnce a Week 8Once a Month 20

One a Year 0Other 12

Total 40

In the other category most of the people specify that they visit the store every 22 days

approximately.

Q.2 From where you came to know about ChenOne Multan?

Labels ResponseHeard from a friend 5From Banners of ChenOne 20From Ad in Newspapers 5From Ad in Magazine 0

Analysis 29

Other 10Total 40

In Other category respondents said that they receive catalogues and News letters from ChenOne.

Q3. What do you purchase from ChenOne?

Labels ResponseGarments 22Furniture 2Crockery 2Bed Sheets 9Other 5Total 40

Analysis 30

Q4. What other stores do you visit in Multan?

Labels ResponsePrince Dept. 10Range 10Selection 5NN Store 5Others 10Total 40

Q5. Have you visited ChenOne in any other city?

Labels Response

Analysis 31

Yes 30No 10Total 40

In Yes category the most responses were of the city Lahore and then Karachi.

Q6. How much are you satisfied with ChenOne?

Labels ResponseHighly Unsatisfied 0Unsatisfied 3Somewhat Satisfied 12Satisfied 20Extremely Satisfied 5Total 40

Analysis 32

Q7. Do you think that ChenOne Multan needs improvement in any area?

Labels ResponseYes 15No 25Total 40

Q9. Rate the features?

Labels Very Good

Good Fair Poor Very Poor

Staff Behavior 20 10 10 0 0Store Atmosphere 25 10 5 0 0Parking Facility 30 10 0 0 0Complaints Handling 10 5 20 5 0Claims Handling 12 18 10 0 0

Analysis 33

Analysis 34

Analysis 35

Analysis 36

Conclusion

From previous analysis we conclude that:

Customers usually visit the ChenOne once in a month.

Customers came to know about ChenOne largely from their promotion through

Banners and then by Catalogue and News Letters that were mailed to them.

Customers largely purchase garments from ChenOne followed by the Bed Sheets.

Customers have a mix response regarding their visit to other stores in Multan.

This is also true because at ChenOne not complete variety of different product

lines is available so still these customers have to visit other stores to make their

purchases.

75% customers responded that they have visited ChenOne in other cities. This

thing shows the correct decision made by the management to open a retail outlet

in Multan.

Almost 50% respondents replied that they are satisfied with the ChenOne and

30% said that they are somewhat satisfied.

62% of the respondents replied that ChenOne does not need improvement.

50% of the respondents give “Very Good” rating to Staff Behavior.

62% of the respondents give “Very Good” rating to Store Atmosphere.

75% of the respondents give “Very Good” rating to Parking Facility.

49% of the respondents said that Complaint Handling is “Fair” while 25% said

that it is “Very Good”.

30% of the respondents give “Very Good” rating to the Claims Handling while

45% rate it “Good”.

From the above mentioned facts we can conclude that ChenOne is performing well in

Multan. As the fact described by the management that now most of their Multan area

customers have nearly stopped going to other cities because of the presence of ChenOne

here in Multan.

Conclusion 37

RecommendationsFollowing are the recommendations for the further improvement of ChenOne in Multan.

They should introduce handicrafts specially related to Multan culture. This trend

can also be incorporated in their Home Fashion accessories.

They should further increase their promotion level.

Still most people were of the view that the prices are relatively high, so

management should consider reducing their prices or introducing ranges.

Conclusion 38