Authors: Banothu Sai Kumar, Professor Dr. Mandala Sreenivas
Abstract: This study investigates sales performance and consumer behaviour at Unlimited Family Fashion Store, a value-fashion retail chain in Hyderabad, with the aim of identifying the factors that drive customer purchase decisions and evaluating satisfaction across pricing, product quality, store ambience, staff behaviour, and promotional effectiveness. A descriptive, cross-sectional research design was adopted, using a structured questionnaire administered to 100 customers through convenience sampling, supplemented by secondary data from books, journals, and company records. Results show that customers are predominantly young (18–35 years), married, salaried, and middle-income, and that fashionable products and affordable pricing — not price alone — are the leading reasons for store visits. Social media and word-of-mouth referrals were the dominant awareness channels. Satisfaction was consistently high across all measured service dimensions (70–78% positive), with staff behaviour and store ambience rated highest. Loyalty indicators were strong: 82% of respondents would recommend the store and 78% intend to repurchase. The findings indicate a clear behavioural chain in which affordability and trend-relevance attract footfall, consistent service quality sustains satisfaction, and satisfaction converts into advocacy and repeat purchase. The study recommends expanding product variety, strengthening digital marketing, and introducing loyalty programmes to convert existing satisfaction into further sales growth.
