I carried out my internship in “ZEN” for one month from March the 1est to 31 of the
same month. During this period, I was supervised by the head of the marketing department Ms
in term of my internship report, it is composed of two major chapters. The first chapter is
the internship. In this chapter I give a description of the company such as its history, the business
activities of the company alongside with its organizational chart. Besides, this chapter includes
the presentation of the internship. It highlights the departments I worked in during my internship,
the different types of tasks I achieved and the benefits I got from this internship.
The second chapter is the research focus, which is how satisfied are “ZEN” custmors
with the shop atmosphere. This chapter highlights the importance of this study, the methodology
I used in this research and the findings and discussion of the data collected.
Chapter 1: The Internship
1.1. Description of the company:
I conducted my intrenship in “ZEN”. it is located at “bypass Bourguiba between Gremda
and the Caied M’hamed Sfax, Tunis”. The phone number of the company is 74611955 while the
fax number is 74611656.
According to its site, www.zen.com.tn, ZEN was founded in Sfax in 2003 by the Zouari
family who have been working in the textile business since 1978. ZEN is a Tunisian limited
liability company. It is the first chain of retail clothing stores in Tunisia. 96% of its fabrics are
produced in Tunisia, 65% of them in its factories. ZEN has 3500 employees in general. It has
more than 30 stores located in all the Tunisian territory. It is specialized in ready-to-wear clothes
and accessories for all the family: female, male, children and babies. It also offers a niche range
dedicated to pregnant and round women. It has also launched a new range for teens inspired from
street fashion. In terms of promotional activities, ZEN’s Facebook page “@zen.tunis” is now the
most liked clothes brand by the Tunisians on Facebook. According to the same source, it also has
a very active Instagram page. Zen also carries out other promotional activities like the discounts
it holds every season and publicity. Beside that, ZEN is using public relation events and
sponsorship to promote its brand.
1.2. Presentation of the internship:
My internship in ZEN was conducted in two different departments.
The first was the marketing department. At first, it was not easy for me to adapt. The first days
were merely for observation. However, the whole experience was beneficial. I was able to know
the tasks of marketing assistants. Their job is to take care of the promotional activities of the
company. Among these activities is to be responsible for promotional activities on the social
media (Facebook, Instagram …). Thankfully, I master the English language and had a previous
knowledge on how Instagram posts should be done. Thus, I was responsible for the Instagram
posts that were mainly in English. The task was to reply to the customers’ concerns and
questions on the advertisements. Most of the questions were about the price of the products and
the different sizes available. I also answered questions about promotions and discounts. In
addition, some products were only available in the store of the “city center”, so I had to clarify
that to the customers. I have not found any difficulties fulfilling that task because I had all the
information needed thanks to my colleagues who provided me with all the necessary instructions.
I conducted the second part of my internship in one of the stores, precisely the one
located in”beb bhar” the city center of sfax. I worked as a sales advisor in the men’s section of
the store. The store manager was very helpful. He gave me total freedom to approach the clients.
In addition, my colleague in the man’s section was very friendly. He answered all my questions
and provided me with guidance to fulfil my tasks.
My job was to answer the clients’ questions related to the products, and enquire about
their concerns. For instance, clients asked me about the location of the products that were in
promotion, the prices of some products, or they asked me to find the appropriate size for them.
My tasks also included giving advice about the clothes like matching colors. Some clients just
relied on me in finding the best clothes for them. I did not find any difficulties to fulfil those
tasks thanks to my previous knowledge in this type of tasks. I gained this experience through
working as a sale agent in a clothing shop and through social media blogs. I also fulfilled another
task in which I was responsible for the product display and arrangement. I had to display the
products in my section in a way that showed their characteristics to the clients.
The internship at ZEN was very beneficial to me at many levels. First, it introduced me to
the professional life. It allowed me to know a lot about the business field mechanisms. Besides,
this internship helped me improve both hard and soft skills. First, working in the marketing
department requires knowledge about the field. I struggled on my first days, then things got
easier by practice. I have to mention that I was not allowed to do any tasks until they tested my
knowledge about marketing. Thanks to marketing courses, I had enough knowledge to be one of
the marketing team.
Second, dealing with the clients required many soft skills such as the smile, politeness
and tactfulness, etc. I have to admit that oral expression and presentation skills courses were very
beneficial to me during my internship, as I needed the soft skills most of the time. In addition to
that, this internship allowed me to know more about the marketing strategies used by the
companies to attract customers such as promotions and advertisements.
2. Chapter 2: research focus:
2.1.1. Context and purpose of the study:
The marketing department is where I spent the first period of my internship. During the
time I spent there, I noticed that ZEN puts up many efforts to maintain customers’ satisfaction. In
fact, customers’ satisfaction is at the center of its concerns as mentioned in their advertising
leaflet. Then, in the second period of my internship, which was in the store, I was lucky to
approach the clients. I noticed that products were no longer the clients’ only focus. Actually, they
are looking for added beneficial elements. Moreover, to survive in such a saturated market of
textile where there are many similar products at competitive prices, the company must offer to
the clients some added value to differentiate itself from other competitors. The shop atmosphere
is something that ZEN focuses on in its marketing strategy. For this reason, I decided that my
research focus would be about “how satisfied ZEN’s customers are with the shop atmosphere” as
it is one of the most important concerns for clients.
2.1.2. Main research questions and sub questions:
Main research question:
o How satisfied are ZEN’s customers with the shop atmosphere?
o How satisfied are ZEN’s customers with the shop display and layout?
o How satisfied are ZEN’s customers with the music played in the shop?
o How satisfied are ZEN’s customers with the shop lighting?
o How satisfied are ZEN’s customers with the service provided by the employees in the
2.1.3. Concepts and definitions:
The research question holds some key concepts that must be defined to clarify the
purposes of this study.
First, the term “customers satisfaction”. It is a business term. It is meant to determine
whether the customers are happy or not with the products and services provided by the company.
According to Kotler and Andreasen (1995): “customer satisfaction is the level of one’s feelings
after comparing the performance of the products that he felt with his expectations. Optimum
service through a convenient store atmosphere will give satisfaction to the consumer”.
This study is dealing with the customers’ satisfaction with the shop atmosphere. Thus, the
second term to be defined is the shop atmosphere.
“Shop atmosphere” is the group of variables and characteristics in the store that are meant
to create a comfortable condition for customers. According to Kotler (1973): it is “the effort to
design buying environments to produce specific emotional effects in the buyer that enhance his
The components of the shop atmosphere this study deals with are display and layout,
music, lighting and service.
The display and layout are the way the shop is designed and the product are arranged to
attract the consumers. “The display” can be defined “as a grouping of products, shelf space, and
allocation of floor space, department allocation and wall decorations”. “Layout” is defined as “a
division of selling area, space utilized and arrangement of products”. (Banat &Wandebori as
cited in Ali & Hussain, 2015).
The second term is “music”. It is ambient music played in the background of the store.
Banat and Wandebori (as cited in Ali & Hussain, 2015) defined music as “a pleasant sound that
impacts consumers’ conscious and unconscious decisions”.
The third term to define is “lighting”. It is the light of the shop that is used to highlight
the products and to influence the consumers. It is “an atmospheric tool that operates below the
level of our immediate awareness and has an influence on consumers, beyond perception.”
(Quartier, Christiaans &Van Ceempoel, 2009).
Finally, the term “service”. It is the combination of activity provided by the shop for the
customers. “It is an activity or series of activities of more or less intangible nature that normally,
but not necessarily takes place in interactions between the customer and service employees”.
2.2. Research methodology:
2.2.1. Data collection:
220.127.116.11. Data collection method:
o Method selection criteria:
In order to meet the needs of this study, I opted for the questionnaire as a data
collection method to identify the level of satisfaction of ZEN’s customers with the shop
atmosphere. The purpose of this study is to collect quantitative data. It is looking for largescale
and representative sets of data to determine the average level of satisfaction among
ZEN’s customers with the shop atmosphere. I chose the questionnaire as a data collection
method because “Quantitative research is generally based on structured questions”. (Burns
& Bush, 2014).Consequently, I designed a questionnaire which was inspired from the
research of (Choong, Kuang, Low & Yap. 2011) then, I customized it to fulfil the
requirements of this study. I typed my questionnaire using Microsoft Word documents.
o Method design:
My questionnaire starts with an introduction. This introduction contains the general
purpose of the study which is, “How satisfied are ZEN’s customers with the shop
atmosphere?” Besides, the questionnaire meets the requirements and concerns of both the
company and the respondents, and explicitly states the information about the confidentiality
of these latter.
The next part is the body of the questionnaire. It is composed of two sections.
“Section 1”: the demographic questions. This section gives a clear idea about the
respondents’ age and gender, according to which I made my analysis. Then “Section 2”
deals with the questions about the level of satisfaction with the shop atmosphere. This
section is composed of four major parts, each part is related to one of the sub-research
questions that are tested in this study, and contains sub-questions (four sub-question for the
display and layout and three for the rest of the variables). These sub-questions are closedended
in the form of five-point Likert-scale from “strongly disagree” to “strongly agree”. I
chose to use close-ended questions, as they are easy to fill and help to save respondents’
time and effort. The body of the questionnaire contains also the necessary instruction about
the answer format to guide the participants and to avoid any misunderstanding.
Next, the final part of the questionnaire. In this part, I thanked the participants for
their cooperation and I gave them my contact information.
o Data implementation method:
In order to start my data collection, my questionnaire had first to be approved of by
Ms. Salwa Annabi, the marketing department manager. After her approval, I had to contact
Mr. Iheb Cherif, the commercial manager of the company in order to arrange the times for
my data implementation. Mr. Iheb Cherif, then, contacted the store manager to inform him
about the arrangements.
18.104.22.168. Selection criteria:
My targeted population are ZEN’s customers, both genders and from all the age
categories. This is a non-finite population. The number of customers changes and they are not
the same customers every day.
Consequently, I chose a non-probability sampling technique as the population changes
every day. In order to give equal chances to customers, the questionnaires were distributed in
different times of the day. The population elements were selected based on the judgment of the
researcher. I selected the respondents who already purchased clothes of the store or spent an
amount of time that allowed them to judge in order to give results that were more reliable.
Fifty samples of the questionnaire were distributed, as quantitative data requires a large
set of representative statistics.
2.2.2. Data analysis:
22.214.171.124. Type of data collected:
The data collected in this research is quantitative. It deals with a large set of
representative statistics. Those statistics are in a form of numeric tables measuring the level of
satisfaction of Zen’s customers with the shop atmosphere.
126.96.36.199. Analysis frame:
In order to get an organized and clear set of data, I firstly prepared my data for systematic
analysis. Next, I manually transferred the responses into the software that I used in this process,
which is “Microsoft excel 2013”. I assigned codes for each question in order to facilitate the
work. The design of the questionnaire helped me throughout this process. Then, I transferred the
tables into graphs and charts. I designed a chart for each question of the questionnaire. I grouped
the age groups into three major ones. The Likert-scale answers were grouped also (agree +
strongly agree = agree / disagree + strongly disagree = disagree). The reason I did so is to make
the interpretation easier.
2.3. Finding and discussion:
The purpose of this study is to measure the average level of satisfaction of ZEN’s
customers with the shop atmosphere.
The data collected concerns both genders and all the age categories, as they are the
composition of ZEN’s clients.
The first two charts illustrate the demographic composition of the respondents (age and
Figure 1: percentage of respondents based on gender
Figure one is a pie chart that illustrates the percentage of the respondents based on gender.
According to this graph, the female respondents are slightly more than the male ones. It shows that
52% of the respondents are female while 48% of them are male.
Figure 2: parentage of respondents based on age
Figure 2 is a pie chart. It deals with the percentage of respondents based on age.it shows
that the majority of the respondents (51%) are from the age group between 15 and 35 years.
Followed by the age group between 26 and 55 years old (37% of the respondents). The lowest
percentage is for the age group of 56 or older, represented as shown by only 12% of the
The figures below are an illustration of the average level of satisfaction of the customers
with the shop atmosphere.
15 to 35 years old
36 to 55 years old
56 or older
o Display and layout:
Figure 3: percentages of respondents’ average level of satisfaction with the display and layout of the store
The graphs in figure 3 above illustrate the respondents’ average level of satisfaction with
the display and layout of the store.
There are four bar charts in this figure. The blue bar chart illustrates the respondents’
average level of satisfaction with the corridors, the orange bar chart shows their satisfaction with
the product organization, the yellow bar chart highlights the level of satisfaction with the clarity
of the store’s sections, and the green one shows the respondents’ average level of satisfaction
with the information on the shelves. According to this graph, the majority of the respondents are
satisfied with the first three variables. It shows that 76% of the respondents agree that the
corridors in the store allow a good circulation while 16% disagree on that and 8% are neutral.
Besides, it shows that 70% of the respondents agree that the product organization allows them to
identify the location of products in the store easily whereas 12% disagree on that and 18% are
Moreover, according to this graphs, 86% of the respondents agree that the locations of
each section in the store are clear, 12% of respondents are neutral and only 2% disagree. On the
other hand, the graphs show different points of view among the respondents in term of
satisfaction with the information on the shelves. They show that 48% of them agree that the
information on the shelves is clear while a slightly less percentage of respondents (40%)
disagree. The least percentage in this term is that of the neutral respondents (12%).
Figure 4: percentages of respondents’ average level of satisfaction with the background music
The graph on figure 4 above deals with the respondents’ average level of satisfaction with
the music of the store.
There are three bar charts on this figure. The bleu bar charts is an illustration of the
respondents’ average level of satisfaction with the background music, the orange bar chart shows
the respondents’ average level of satisfaction with the volume of the background music and the
yellow bar chart highlights the respondents’ average level of satisfaction with the rhythm of the
background music. Based on those graphs, it is clear that the respondents have different points of
view concerning the background music. The graph shows that 45% of the respondents agree that
the background music is pleasant flowed by 30% of respondents who disagree with that and 22%
who remained neutral. As for the volume and the rhythm of the background music, the majority
volume of the
rhythm of the
of the respondents seem to be satisfied. The graph shows that 52% of the respondents agree that
the volume of the background music is adequate while 24% disagree and 24% are neutral. It also
shows that 50% of the respondents agree that the rhythm of the background music is adequate
while 26% disagree and the rest 24% are neutral.
Figure 5: percentage of respondents’ average level of satisfaction with the shop lighting
The graphs on figure 5 above represent the respondents’ average level of satisfaction with
the store’s lighting.
This figure is composed of three bar charts. The bleu bar chart illustrates the respondents’
average level of satisfaction with the ambience created by the lighting, the orange bar chart deals
with the respondents’ average level of satisfaction with the light sufficiency and the yellow
created by the
the lght’s ability to
help identifying the
measures the respondents’ average level of satisfaction with the light’s help on identifying the
According to those graphs, the majority of the respondents seem to be satisfied with
the first two variables. They show that 58% of the respondents agree that they are satisfied with
the ambience created by the light of the store while 28% disagree and 14% are neutral. As for the
second variable, the graphs show that 62% of the respondents find the overall light in the store
sufficient whereas 18% disagree and 20% are neutral.
In the matter of the light’s ability to help identifying the characteristics of the products,
the graphs show different points of view among the respondents. We notice that 44% agree that
the light in the store allows them to identify the characteristics of the products clearly, while 30%
disagree and 26% are neutral.
o service provided by the employees
Figure 6: respondents’ average level of satisfaction with the shop service
Figure 6 above illustrates the respondents’ average level of satisfaction with the quality
of service provided in the shop.
This figure shows three bar charts. The blue bar chart represents the respondents’ average
level of satisfaction with the quality of the service provided by the employees, the orange bar
chart illustrates the respondents’ average level of satisfaction with the communication skills of
the employees and the yellow bar chart shows the respondents’ average level of satisfaction with
the appearance of the employees. Based on those graphs, we can conclude that most of the
respondents are satisfied with the service provided in the shop. In term of the service provided by
the employees, the graph shows that 76% are satisfied with the service quality provided by the
employees while 20% disagree and 8% are neutral.
quality of the service
provided by the
As for the communication skills of the employees, the graph shows that 72% are
satisfied with the communication skills of the employees, 12% disagree and 12% are neutral. As
for the employees’ appearance, the graph shows that 76% of the respondents are satisfied with
the appearance of the employees while 12% are satisfied and 12% remained neutral.
2.3.2. Findings and discussion:
According to the analysis of the data, it was found out that most of the respondents fall
into the age group between 15 and 35. The reason might be that this age group forms most of
ZEN’s customers. Besides, we note that the majority of the respondents seem to be satisfied with
most of the variables tackled with in this study. This is probably due to the efforts “ZEN” is
making to provide its clients with a satisfying shopping experience. However, there are some
reservations concerning some of the variables.
? Display and layout
Based on the analysis, it was found out that the majority of the respondents are satisfied
with three out of four variables concerning the display and layout in this study. Those variables
are the corridors of the store, the product organization and the clarity of each section. This might
be thanks to the design of the store that is addressed to help the customers enjoy the shopping
experience and to the qualified employees who are responsible of the display of the products.
However, the analyzed data shows some concerns in terms of the clarity of the
information on the shelves as 40% of the respondents disagree that the information on the
shelves is clear. Most of those negative responses come from the female respondents. Thus, we
conclude that the information on the shelves on the female section is not as clear as customers
want it to be.
According to the analysis, it seems that the respondents have different opinions in term of
the background music. As the graphs on figure 4 show, 48% of the respondents agree that the
background music is pleasant while 30% disagree and 22% are neutral. As for the gender and the
age group that the negative respondents belong to, it was found out that there is no majority in
this term. They belong to both genders and fall into the three age categories. The reason behind
those disagreements might be due to the different tastes of music among the people in general
even if they belong to the same age group or they are of the same gender.
As for the volume and rhythm of the music, the majority of the respondents seem to be
Based on the analyzed data, it was found out that the majority of the respondents are
satisfied with lighting in term of the ambience created and sufficiency. This is probably a result
of the design of the store’s lighting, which was made according to the international standards.
Nevertheless, the data shows a significant number of respondents who are not satisfied
with the light’s ability to help identifying the characteristics of products. The graph shows that
40% of the respondents disagree that the lighting allows them to clearly identify the
characteristics of the product. Most of the respondents who disagree with this fall into the age
categories between 36, 55 and 56 or more from both genders. This might be due to the age. The
older customers prefer more light in the product areas to help them identifying the characteristics
of the products.
? Service provided in the shop
According to the analysis, it was found out that most of the respondents are satisfied with
the service provided by the employees in the shop. The reason might be thanks to the shop’s
qualified personnel in term of communication skills and the company’s policy in term of
recruiting the most qualified personnel to guarantee their customer’ satisfaction.
My internship report is composed of two main chapters. The first chapter concerns the
internship. This chapter contains the description of the company and the presentation of the
internship. The second chapter is about the research focus that I chose to work on.
This internship was very beneficial to me at many levels. I also hope that it was
beneficial to the company as well.
Nevertheless, this internship had some barriers such as the limitation of time and budget.
Besides, this study contains some limitations due to time and space restrictions that had to be
First, only four of the shop atmosphere variables were tackled with in this study knowing
that there are other variables. Those variables were chosen according to the company desire and
In addition to that, each of those variables could be tackled with in a research focus and
could be dealt with in depth. Again, the was made based on the company’s needs
Last but not least, those result concern the sample opinions about the store located in
“beb bhar” solely.
In term of the recommendations, the results of this study should be taken in
consideration. Thus, improvements should be made in term of the variables that had less
satisfaction among the respondents. consequently, first a clearer information on the shelfs in the
women section should be made. In addition, larger list of songs should be played on the store’s
background to try satisfying the different tastes. Besides, more light should be used in the
product areas to help the clients identify the characteristics of the products.
Moreover, further studies should be made concerning the other variables of the shop
atmosphere for all the other stores
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