A Study on Puma Store: In-Store Cleanliness, Product Availability, and Employee Behavior, Study Guides, Projects, Research of Brand Management

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ACKNOWLEDGEMENT

I take this opportunity to express my profound gratitude

and deep regards to my guide, Mr. SHIV KUMAR BELLI,

Customer Experience Management and Retail Operations

Department, National Institute of Fashion Technology for

his exemplary guidance and monitoring for this research.

I also take this opportunity to express a deep sense of

gratitude to National Institute of Fashion Technology for

providing me with this opportunity.

Lastly, I thank the almighty, my parents and friends for

their constant encouragement without which this

assignment would not be possible

The store window display was appealing enough to grab my attention, there was a big red Puma signboard outside the store with two mannequins who were wearing the latest winter sporty collection shadowing the glass showroom. The store was a single-story building and was quite spacious as well as exceptionally clean from inside. While entering the Puma store, I noticed that everything was in the right place and in good condition. The store even offered proper sitting arrangements for visitors and their customers. The aisles were very well organized, stacked, and had enough space to walk in and around freely. The store was filled with big sized mirrors for visitors to check outfits and accessories. There were two trail rooms build in at the end of the store as well. The only disadvantage of the store that I found less appealing was that there was no availability of washrooms. Also, no path for the physically challenged or disabled visitors.

PRODUCTS AVAILABILITY AND MERCHANDISING

The Puma store in Jodhpur caters to multiple categories like Apparel, Footwear, and Accessories for men and women. The products displayed were according to the current trend, season, and situation. All of them were meticulously organized and perfectly placed in the form of stacks or trails. They even followed a proper colour scheme. It was quite easy and convenient to find the size and style I was looking for as there was no sale at that time. Also, the sales representatives were extremely helpful and responsive. I would rate them 5 out of 5 for the store merchandise arrangement. Now, talking about the money value of the products, the prices are good for the upper-middle and rich class but a little high for the lower middle class.

EMPLOYEE BEHAVIOUR

The Puma store in total had 5 employees but at the time I visited the store there were only two of them present. Both the representatives were male, and they were following the dress code for the store as well i.e., black puma t-shirt and trousers with white sneakers. It represented the idea which the brand wanted to convey. Their behaviour was welcoming and approachable, they seemed to be knowledgeable enough about the products they were selling. They were equipped with experience and good communication skills which helped me to take a proper buying decision. They were standing true to the standards which one expects from the brand. Their friendly and helpful when needed is a plus point to be added to the store analysis. I was attended by one of the male employees who made himself available immediately and greeted me.

CONCLUSION

During the study on Puma, one of the most favoured brands

worldwide. I got to know that it is the third-largest athletic wear

company in the world in Germany. Despite their renowned brand

name in the market, they are striving hard to remain relevant to their

target market due to fast fashion and market trends.

In my opinion, Puma can educate its users with its new, fashionable,

and innovative product offerings and build up their market share and

brand loyalty.

These learnings will help me to be aware of the working dynamics of

the fashion industry to contribute to it to my best potential in the

future aspects of my life. It would also help me become a responsible

fashion enthusiast who will try her level best to provide you the

experience of a lifetime which will be cherished in the future by the

generations to come.

APPENDIX

• Puma store Jodhpur, Rajasthan
• https://in.puma.com/