TABLE OF CONTENTS

S NO. TITLE PAGE NO.

1. CERTIFICATE
2. STUDENT DECLARATION
3. ACKNOWLEDGEMENT
4. CHAPTER-1: Introduction to the Company and Industry
5. CHAPTER-2: Introduction to the topic
6. CHAPTER-3: Research Methodology
7. CHAPTER-4: Data Analysis & Interpretation
8. CHAPTER-5: Findings & Observations
9. CHAPTER-6: Suggestions & Conclusion
10. REFERENCES & BIBLOGRAPHY
11. ANNEXURE

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 CHAPTER-1

INTRODUCTION TO THE
COMPANY & INDUSTRY

1. INDUSTRY INSIGHT - INDIAN RETAIL INDUSTRY :

The retail sector in India is witnessing a huge revamping exercise as traditional markets make way for new
formats such as departmental stores, hypermarkets, supermarkets and specialty stores. Western-style malls
have begun appearing in metros and second-rung cities alike introducing the Indian consumer to a
shopping experience like never before. Traditionally, the small store (kirana) retailing has been one of the
easiest ways to generate self-employment, as it requires minimum investments in terms of land, labour
and capital. These stores are not affected by the modern retailing as it is still considered very convenient
to shop. In order to keep pace with the modern formats, kiranas have now started providing more value-
added services like stocking ready to cook vegetables and other fresh produce.

They also provide services like credit, phone service, home delivery etc. The organized retailing has
helped in promoting several niche categories such as packaged fruit juices, hair creams, fabric bleaches,
shower gels, depilatory products and convenience and health foods, which are generally not found in the
local kirana stores. Looking at the vast opportunity in this sector, big players like Reliance and K Raheja has
announced its plans to become the country's largest modern retainers by establishing a chain of stores across
all major cities. Apart from metro cities, several small towns like Nagpur, Nasik, Ahmedabad,
Aurangabad, Sholapur, Kolhapur and Amravati as witnessing the expansion of modern retails.

Small towns in Maharashtra are emerging as retail hubs for large chain stores like Pantaloon Retail because
many small cities like Nagpur have a student population, lower real estate costs, fewer power cuts and lower
levels of attrition. However, retailers need to adjust their product mix for smaller cities, as they tend to be
more conservative than the metros. In order for the market to grow in modern retail, it is necessary that
steps are taken for rewriting laws, restructuring the tax regime, accessing and developing new skills and
investing significantly in India.

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The Indian retail industry is divided into organized and unorganized sectors. The unorganized retail
comprises of the local baniyas or kirana shop, and the other owner manned general stores. These retailers
normally do not pay taxes and most of them are not even registered for sales tax, VAT, or income tax.
“Unorganized retailing” is defined as an outlet which is run locally by the owner or the caretaker of a shop
who lacks the technical and the accounting standardization. The supply chain and the sourcing are also
usually done locally to meet the local needs. Unorganized merchandising, refers to the normal formats of
cheap retail, the native kirana retailers, the owner manned general stores, the convenience stores,
hardware stores at the corner of one’s street, small medical shops etc. Small-store (kirana) retailing has been
one of the easiest ways to generate what is called self-employment as it requires a very limited investment
in land, capital and labour. It is generally a family run business; there is lack of standardization and
the retailers who run this store lack education, experience and exposure.

The Indian Retail sector has come off age and has gone through major transformation over the last decade
with a noticeable shift towards organized retailing. A T Kearney, a US Based global management consulting
firm has ranked India as the fourth most attractive nation for retail investment among 30 flourishing
markets. The retail market is expected to reach a whooping Rs. 47 lakh crores by 2016-17, as it expands at a
compounded annual growth rate of 15 percent. The retail market, (including organized and unorganized
retail), was at Rs. 23 lakh crores in 2011-12. According to the study, organized retail, that comprised just
seven per cent of the overall retail market in 2011-12, is expected to grow at a CAGR of 24 per cent and
attain 10.2 per cent share of the total retail sector by 2016-17.

RETAILING IS THE WORLD’S LARGEST PRIVATE INDUSTRY

Retail is the world’s largest private industry with global retail sales of roughly USD 8 trillion. Retailing is
also one of the biggest contributors to the Gross Domestic Product (GDP) of most countries and also one of
the biggest employers. (Source CII McKinsey Report titled “Retailing in India, the Emerging Revolution”).
In India, however, the retail sector has seen a high level of fragmentation with a large share held by
unorganized players.

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 1.1. CLASSIFICATION OF RETAIL INDUSTRY:

RETAIL INDUSTRY CAN BE BROADLY CLASSIFIED INTO TWO CATEGORIES NAMELY-

ORGANIZED AND UNORGANIZED RETAIL.

Organized retail- Organized traders/retailers, who are licensed for trading activities and Register Organized
retailing. It is a place all the items are segregated and brought under one roof, unlike the unorganized retail
where there are different things are sold in different shops. Organized retailing comprises mainly of modern
retailing with busy shopping malls, multi stored malls and huge complexes that offer a large variety of
products in terms of quality, value for money and makes shopping at memorable experience encored to pay
taxes to the government.

Unorganized retail– It consists of unauthorized small shops -conventional Kirana shops, general stores,
corner shops among various other small retail outlets -but remain as the radiating force of Indian retail
industry Traditional or unorganized retail outlets are normally street markets, counter stores, kiosks, and
vendors where the ownership and management rest with one person only. This sector accounts for the two
thirds of the market and requires low skilled labour. These are highly competitive outlets, with negligible
rental costs (unregistered kiosks or traditional property), cheap workers (work is shared by members of
family) and low taxes.

Large Indian players like Reliance, Ambani’s, K Raheja’s, Bharti Airtel, ITC and many others are making
significant investments in this sector leading to emergence of big retailers who can bargain with suppliers to
reap economies of scale. Hence, discounting is becoming an accepted practice. Proper infrastructure is a pre-
requisite in retailing, which would help to modernize India and facilitate rapid economic growth. This
would help in efficient delivery of goods and value-added services to the Consumer making a higher
contribution to the GDP. International retailers see India as the last retailing frontier left as the China’s retail
sector is becoming saturated. However, the Indian Government restrictions on the FDI are creating ripples
among the international players like Walmart, Tesco and many other retail giants struggling to enter Indian
markets. As of now the Government has allowed only 51 per cent FDI in the sector to ‘one-brand’ shops like
Nike, Reebok etc. However, other international players are taking alternative routes to enter the Indian retail
market indirectly via strategic licensing agreement, franchisee agreement and cash and carry wholesale
trading (since 100 per cent FDI is allowed in wholesale trading).

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 1.2. INDIAN RETAIL INDUSTRY :

The Indian Retail Sector is at an inflexion point, with changing demographics driving growth of organized
retailing and driving growth in consumption. With an expanding economy, the country‘s overall retail sector
will become a $450 billion (Rs20.85 trillion) business by 2020. Along the way, the modern retail business
will create about 1.6 million jobs in the next five years acc. to McKinsey. Modern retailers will not only
create employment opportunities but also would help raise India ‘s overall economic productivity and could
also result in lowering prices of goods. With changing demographic and economic profile of the Indian
population, it is believed that India is expected to experience accelerated consumption over the next
few years. India has a large number of retail enterprises. With close to 12 million retail outlets India has one
of the highest retail densities in the world. In terms of the structure, the industry is fragmented and
predominantly consists of independent, owner-managed shops. The retail businesses include a variety of
traditional retail formats, such as "kirana" stores which stock basic household necessities (including food
products), street markets-regular markets held at fixed centres retailing food and general merchandise
items, street vendors-mobile retailers essentially selling perishable food items-fruits, vegetables etc. and
small non specialized
retailers.

1.3. GROWTH IN ORGANIZED RETAIL :

In sharp contrast to the global retail sector, retailing in India –though large in terms of size – is highly
fragmented and unorganized. With close to 12 million retail outlets India has the largest retail density
in the world. However, most of these retail outlets belong to the unorganized sector. The Indian retail
industry is evolving in line with changing customer aspirations across product groups, with modern formats
of retailing emerging. Organized retail derives its advantages in generating operational efficiencies while
simultaneously catering to rising consumer aspirations. Size drives economies on procurement, and lowers
logistics and marketing costs while delivering better value to customers in terms of lower price, better
quality, greater selection, improved service and in store ambience.

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 1.4. DRIVERS OF GROWTH IN ORGANIZED RETAILING :

We believe that India is experiencing certain socio-demographic changes which are furthering the growth
in organized retail while enablers such as availability of quality real estate are hastening the pace of this
transformation.

1.5. RISING INCOME LEVELS :

We believe increasing household income has led to a substantial change in the profile of the Indian
consumer. A larger number of households are getting added to the consuming class with growth in income
levels. In the chart provided below the profile of the ‘Climbers’, ‘Consuming’ and ‘Very Rich’ consumers
class is biased towards self-indulgent consumption patterns.

1.6. CHALLENGES FOR ORGANIZED RETAIL :

➢ Availability of skilled manpower: The non-availability of trained manpower, especially at the

management level, poses a key risk for the retail sector. With growing opportunities in the emerging service
sectors, the ability of the retail business to hire and retain quality people is under pressure. Further, as
organized retail grows rapidly, there will be pressure on existing players as new entrants look for trained
manpower at various levels.

➢ Supply chain issues: Supply Chain Management efficiencies are essential to retailers to maintain and
improve margins. SCM includes vendor management and logistics management. Vendor selection is
an important outcome of the sourcing process and a key to most efficient sourcing. Logistics management
aims to get the goods from the vendor to the store in the shortest possible time thereby avoiding unnecessary
stocking of goods. In India, both vendor management and logistics management are still underdeveloped.
However, with growing size of operations, supply chain efficiencies will become a key differentiator of
profitability in retail. Similarly, supply chain tools and techniques are still developing in India with the
increase in organized retailing and entry of international brands. Bar coding is now being implemented,
driven by the retailers for whom it is an essential ingredient for supply chain management.

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 2. COMPANY PROFILE :

Pantaloons, previously controlled by the Future Group, was taken over by Aditya Birla Nuvo Limited, a US
$4 billion premium diversified conglomerate and India's largest manufacturer of linen fabric. Pantaloons
offer multiple accessories and clothing brands across a spectrum of categories for men, women and kids. The
company provides an incredible and complete one-stop shopping experience to its buyers through its vast
collection of more than 100 prestigious brands for the discerning fashionista.

Pantaloons, headquartered in Mumbai (Bombay), the company operates over 2.2 million square feet of
retail space with a presence across 47 cities through 100 aesthetically designed large format stores and 26
factory outlets, displays a range of classy and trendy merchandise that truly lives up to Pantaloons’ maxim
of ‘fresh fashion’. A typical Pantaloons store comprises a brand portfolio that runs across a gamut of styles
that spell class.

The collection includes ready-to-wear western and ethnic apparel for men, women and kids, complemented
by an exhaustive range of accessories. The variety of products and brands has helped propel Pantaloons to
become one of the best clothing brands in India.

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India’s leading business
houses with multiple businesses spanning across the consumption space. While retail forms the core
business activity of Future Group, group subsidiaries are present in consumer finance, capital, insurance,
leisure and entertainment, brand development, retail real estate development, retail media and logistics.
Pantaloons Retail (India) Limited (PRIL) is the flagship company of Future Group, a business group catering
to the entire Indian consumption space. Pantaloons Retail (India) Limited, is India’s leading retailer that
operates multiple retail formats in both the value and lifestyle segment of the Indian consumer marker.

Headquartered in Mumbai (Bombay), the company operates over 5 million n square feet of retail space,
has over 350 stores across 40 cities in India and employs over 18,000 people. PRIL is India’s leading
retailer that operates multiple retail formats catering to the needs of both the value and lifestyle segment of
the Indian consumer market. The company which started its operations from Kolkata is now
headquartered in Mumbai (Bombay), India’s commercial capital.
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The company’s leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian
hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of Indian bazaars with
aspects of modern retail like choice, convenience and quality and Central, a chain of seamless destination
malls. Some of its other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station,
all, Top 10, bazaar and Star and Sitara. The company also operates an online portal, futurebazaar.com.

A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-format home
solutions store, Collection i.e. selling home furniture products and E-Zone focused on catering to the
consumer electronics segment. Pantaloons Retail is the flagship company of Future Group, a business
group catering to the entire Indian consumption space.

Spotlighting today’s buoyant youth, Pantaloons, India’s premium lifestyle apparel company offers chic and
trendy fashion to meet the youth's ever-changing needs. Pantaloons reflects the ideology of keeping alive the
'newness factor' through fashion apparel and accessories that are visually appealing and fashionably upbeat.

The first Pantaloons store was launched amidst much fanfare in Gariahat, Kolkata in 1997. Over the
years, the brand has undergone an evolution process to bring to life compelling trends and styles catering to
every fashion need across women, men and kids.

Currently we are a chain of 100+ fashion stores across 43 cities. Since its inception, Pantaloons progressed
from retailing just a mix of brands to its very own popular private labels as well, designed by the in-house
Design Studio. With a sharp focus on bringing the latest in fashion, the Design Studio combines its prowess
in design and aesthetics to present styles that keep the consumer fashionably dressed each season. Initially
positioned as a store catering to the fashion needs of the entire family, Pantaloons has transitioned to a
fashion and lifestyle brand with an emphasis on youth and a focus on designs that are inherently in sync
with current fashion trends.

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This compelling combination has helped Pantaloons retain its place on the style radar of every consumer’s
wardrobe. A typical Pantaloons store is spread across a sprawling retail space of about 18,000 sq. ft., with a
brand portfolio that runs across a wide gamut of styles that spell class. Pantaloons stores have an abundance
of choices across categories that range from western to Indian wear, formal to party wear and active wear
for men, women and kids.

To further add to the customer’s innumerable choices that reflect style, attitude, and comfort, Pantaloons has
extended its horizons to fashion accessories like fragrances, footwear, handbags, watches, sunglasses and
much more. With a vast collection of more than 100 prestigious brands for the discerning fashionista,
Pantaloons offers an incredible and complete one-stop shopping experience to its buyers. With a chain of
100 fashion stores and 25 factory outlets across 47 cities and towns, Pantaloons is constantly extending its
foot- prints into the rest of modern India. Pantaloons which was previously controlled by the Future
Group was taken over by Aditya Birla Nuvo Limited ['ABNL'] in July 2012.

ABNL is a part of the prestigious Aditya Birla Group, a $40 billion Indian multinational, operating in
36 countries across the globe with over 120,000 employees. The Aditya Birla Group ranks high in the
League of Fortune 500 Corporations of the world with a strong mix of talented and capable personnel
comprising 42 different nationalities, who are credited with anchoring the organization and scripting one
brilliant success story after another.

With its overwhelming repertoire of lifestyle apparel brands, Pantaloons is focused on growth while
continuing to create fresh fashion. Pantaloons are recognized by its warm personalized service that
completes the core proposition of this trendy chain.

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 2.1. APPARELS, BRANDS AND ACCESSORIES :

Pantaloons offers, customers a variety of apparels and accessories from the globally renowned brands. The
labels for men in western wear cover Rig, Lombard, Bare Leisure, SF Jeans, Bare Denim, JM Sport, Byford,
F Factor and trendy brands like John Miller and Akkriti as ethnic wear.

The women's section includes the private labels - Bare Leisure, Bare Denim, Rig, Honey, Ajile and
Annabelle- in western, as well as the ethnic wears from RangManch, Trishaa and Akkriti. Popular brands as
Lee Cooper, Biba are also included. The formal wear offers a range of well-tailored collection by
international brands such as Allen Solly, Van Heusen, Peter England and Louis Philippe.

Kids wear like Bare Denim, Bare Leisure, Rig and exclusive brands like Chalk, Poppers, Pink & Blue, and
in addition to international brands like Barbie and Disney. Pantaloons offers more than just apparel.
Customers can shop from a range of watches from renowned brands. Trend sunglasses from Polaroid, Guess,
Police are available. The accessories and beauty product segments display a remarkable collection of ladies'
handbags from Lavie, Caprese. products from Color cosmetic brands such as Chambor, Revlon, Deborah,
Maybelline, and Lakmé, as well as a wide collection of attractive fragrances.

In its challenge to meet the consumer's varying fashion needs, Pantaloons has introduced new brands
including Candies, Alto Moda, Spykar, AND, Turtle, Global Desi, 109F, Chemistry, and Giny&Jony.
Pantaloons is a vital part of the prestigious Aditya Birla Group, a USD 40 billion Indian MNC, operating in
40 countries across the globe with over 130,000 employees, accepted as 'India's Most Preferred Apparel
Retail Brand' in the Brand Equity Survey 2014. Pantaloons continues to meet consumer trust and confidence.
With its overwhelming collection of lifestyle apparel brands, the company is focusing on growth while
creating fresh fashion.

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 2.2. PANTALOON’S OPERATIONAL STRUCTURE :

They believe that managing customer expectation by offering them all the requirements for their entire
family under one roof is the key to being a successful retailer, and hence have built our business model
around ‘Family focus’ rather than ‘individual focus’. Pantaloons believe addressing the family attracts more
customers into the store. Pantaloons retail a range of branded and Private Label apparel, footwear,
perfumes, cosmetics, jewellery, leather products and accessories, home products, books, music and toys in
our stores.

2.3. PANTALOONS’ EXCLUSIVE FORMAT INCLUDES :

Pantaloons believe their offerings provides to our customers is a unique shopping experience, comprising of
a vast range of lifestyle and value retail products, mix of retailing formats coupled with the facility
of entertainment and leisure. Pantaloons loyalty program, called ‘Green Card’ in our format Pantaloons,
currently has 219989 members as on August 31, 2005.The Green Card programmed accounted for about
31% of our sales in Pantaloons for the year ended June 30, 2005.

They offer Green Card holders’ rewards points on their purchases, special offers and discounts, and
invitations to exclusive events and promotions. They have four subsidiaries and have two joint venture
entities supplementing the business.

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 2.4. SOME OF THEIR INITIAL PRIVATE LABELS INCLUDES :

Private Label Year of Launch Category

Pantaloon trouser 1987 Men’s wear

Bare Jeans 1991 Jeans, Shirts, Knit wear, Gaberdines, Jackets and
Other accessories
John Miller 1995 Shirts

Shrishti 1998 Ladies wear

Scottsville 1999 Winter wear, Sweaters, Cardigans and Blazers

Annabelle 1999 Ladies western wear

Ajile 2000 Sports wear

An intensive Private Label offering requires a proactive and innovative design team. To fulfil this objective a
Design Studio was created at Mumbai. They have a design team comprising of 35 members, all qualified
graduates form National Institute of Fashion Technology (NIFT), National Institute of Design (NID),
Nottingham Trent University, UK (NTU) and other institutes. The team has a combination of senior
designers and new recruits providing a mix of experience and youth. In addition to conceptualizing designs
for apparels, the team also designs and develops logos, labels and tags. Presence of a dedicated design team
has resulted in faster introduction of new Private Labels as well as ensures that all existing Private Labels
undergo frequent refurbishment. The organization has brought to India, Underground Music Movement
(UMM) a brand licensed from Moda & Música SEM of Italy. They have exclusive retail license for
international brands like Popeye and Disney. They have acquired 49% of the equity share capital in Planet
Sports Private Limited. Planet Sports, through its wholly owned subsidiary Supreme Trade Links Private
Limited which is the sole franchisee of the UK-based Marks and Spencer in India. Planet Sports also holds
exclusive distribution licensing rights for brands like Wilson, Speedo. It has six Mark and Spencer and 25
Planet Sports stores in India

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 CHAPTER-2

INTRODUCTION TO THE
TOPIC

My topic is "A STUDY ON CUSTOMER SATISFACTION AND CUSTOMER SERVICE OF

PANTALOONS". Which involves studying customer's satisfaction within the store and interaction with
them to understand their needs and satisfaction level with the product and services being provided by
Pantaloons.

It is essential to understand customer's needs to serve them better and to do so, management should
understand key purchasing factors and prepare themselves. We must satisfy and even felicitate our customer
with the value of our products and services to gain their loyalty and repeat purchases. Customer satisfaction
should be the initial target of any organization. One of the best ways to find out is to ask them using
customer satisfaction.

Employee and the management of the store can use the survey information to identify opportunities for
ongoing process improvement and to monitor the impact of those improvements.

An unsatisfied customer will exaggerate about their negative experience. A satisfied customer will only tell a
few people about their positive experience. So, a retailer should always think in that wav to satisfy their
customer and delighting them with the services which enhances differentiation.

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 1. PANTALOON RETAIL STRATEGY :

1.1. PANTALOONS’ STRATEGY :

Pantaloons intend to maintain and enhance their position as a leading retail entity through continued
focus on the Indian market and investing further in their competitive strengths to grow their business.
The key elements of Pantaloons business strategy include:

 Increasing offerings to meet a higher portion of the consumer spend.

Pantaloons intend enhancing their share of the customer’s monthly spend by launching new formats
or adding categories to their existing product range. They intend to implement this by launching such
formats directly or by way of strategic tie ups in areas where they have the opportunity to tie up with
an appropriate partner.

 Increasing penetration in existing cities and expanding their reach across the country.
Increasing their penetration in existing cities with a larger number of stores, increasingly of larger
size, will enable us to penetrate into new catchment areas within these cities and optimize their
infrastructure. Enhancing they reach to cover additional cities; will enable them to reach out to a
larger population. This will help to provide a platform to domestic and international brands wanting
to reach out to domestic consumers with the same profile as their customers.

 Enhancing merchandise width by adding product categories.

Consumer’s tastes are shifting and the propensity to spend on new categories of merchandise
is increasing along with needs for new services. Pantaloons’ focus will be to add on such new
categories in their stores along with developing existing categories to increase their share of
the spend of not only existing customers, but also acquire new customers.

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 Introducing new brands and developing more Private Labels to offer a better depth in each
category.
Pantaloons continuously focus on enhancing the depth and width of their merchandise. Their
Private Label and private brands initiative are part of such focus and offers us a differentiating
factor as compared to their competition at the same time helps us enhance margins. They had a tie up
with Popeye and Disney wherein they are their exclusive retail licensee for India. They continue to
evaluate such opportunities for tie ups with national and international brands, which can be
introduced in India through their stores.

 Utilising economies of scale as they grow in size and expand their reach.
Pantaloons believe that their existing corporate infrastructure and software systems have been
designed for a higher scale of operations than their current size, and can help them grow without the
need to significantly increase costs. They are having in place their distribution and logistics
infrastructure, which can handle larger business volumes at marginal addition to costs. Higher
business volumes will also improve their negotiating powers and help us get further economies of
scale in their buying with opportunities of incremental margins.

 Enhancing operational efficiencies through systems and processes.

They are having a consistent focus on enhancing their operational efficiencies and monitor key
operational parameters on an ongoing basis using concepts such as gross margin return on floor
space, gross margin returns on labour and gross margin return on inventory to improve their
productivity on space, labour and inventory. Pantaloons benchmark of the stores on performance
parameters on a historical as well as on a comparable basis to seek areas for improvement to reduce
their operating costs and enhance our productivity levels.

 Enhancing human capital.

The aim at recruiting the best talent available in a cross section of industries, identifying fresh talent,
grounding them in the value system and providing opportunities for growth. They follow a Balanced
Score Card approach which deals with the individual aspirations/goals and links them to
the overall company strategy. Keeping in mind their needs and the industry’s future requirement
of professionals and given the lack of educational facilities plus a gap between demand and supply
in the retail industry, they set up a two year Post Graduate Programme in Retail Management in
collaboration with Wellingkar Institute of Management Development & Research, a Mumbai based
management institute.

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 1.2. PANTALOONS MARKETING MIX STRATEGY :

Marketing Mix of Pantaloons analyses the brand/company which covers 7Ps (Product, Price, Place,
Promotion, People, Process, Physical Evidence) and explains the Pantaloons marketing strategy.

PRODUCT

The product strategy and mix in Pantaloons marketing strategy can be explained as
follows:

Pantaloons is one of the leading fashion retail brands in India. Pantaloons offers Apparel brands for Men,
Women and Kids. Along with Apparel it also features accessories. Some of the most popular brands offered
are Indusroute, SF, BYFORD, BARE, Ajile, Factor, IZABEL, Honey, Poppers, chalk etc. Pantaloons offers
accessories from watches to shoes, bags, jewellery and perfumes. The shops are designed in an aesthetically
appealing way with excellent customer support. The tagline of Pantaloons is “In love with Fashion”.
Pantaloons offer products from traditional outfits to high end western outfits as part of its marketing mix
strategy. The target group is the middle and upper middle class residing in Tier I, II and III cities of the
country. The have dedicated outlets and also presence in shopping malls. They launch new products
every festive season. Pantaloons have a dedicated website online that features
Collections – based seasons like “summer” collection, “Winter” collection etc. They have also featured an
online catalogue which is updated regularly that is in vogue with the latest fashion available.

PRICE

Below is the pricing strategy in Pantaloons marketing strategy:

Pantaloons offers value for money strategy to all its customers. Pantaloons offer discounts during
festive season. They also have end of year clear off sales. All the goods are procured from private small-
scale producers and are bundled and sold under private labels. Pantaloons follows relationship marketing
where premium is charged for the in-store service offered by the shop. Relationship marketing has helped
bring customer service, quality and improving visibility into closer alignment.

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PLACE

Following is the distribution strategy of Pantaloons:

Pantaloons offers sales through omni channel. They have an online presence where items can be ordered
from their home website. The website of Pantaloons is designed in accordance with keeping e-
commerce strategies in place. The items are differentiated under headings suitably. Pantaloons currently has
130 fashion stores in 40 cities and towns in India. Pantaloons has a retail space of 1.7 million square feet,
which is among the largest in India.

PROMOTION

The promotional and advertising strategy in Pantaloons marketing strategy is as follows:

Pantaloons uses a diverse range of promotional activities to market its brands. Pantaloons uses media like
TV, print, online etc as part of its marketing mix promotional strategy. Pantaloons also offers its flagship
Green card membership. It is available in 4 different offerings with one, three, five and seven-
star. Discounts are offered based on the type of card the user has purchased. This has helped in providing
loyalty points which can be redeemed at every next purchase. Loyalty programs are one the best ways of
promoting, especially in the retail apparel segment. Loyal customers of Pantaloons are always cheap to
serve, they are willing to pay more for a service and they act as brand ambassadors for the product,
by word of mouth marketing.

PEOPLE

Pantaloons values customer service and in-store service. Pantaloons have excellent customer engagement
skills. The higher management consists of people sourced from reputed institutes and with years of excellent
experience. Also, the sales people at Pantaloons stores are very well trained and equipped to handle
queries of customers.

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PROCESS

Pantaloons has several processes in place for smooth execution of its business. The clothes are shopped from
manufacturers to warehouses to the Pantaloons retail outlets all across the country. Also, the online
model ensures online purchase, online payment and delivery at the customer doorstep. Pantaloons has
installed SAP based software to track movement and sales of products through their retail stores. SAP has
helped them in implementing ERP services which has improved their tracking and sales of goods.

PHYSICAL EVIDENCE

Pantaloons’ stores are the biggest physical evidence of the brand. The uniqueness of stores, store planning,
colour & design etc are all unique across stores. The physical evidence also includes its loyalty cards,
carry bags etc. Pantaloons is a winner of the prestigious North-East consumer awards. It is also one of the
most preferred Fashion Retail destinations of the year. Pantaloons also received the “Emerging market
Retailer of the year” award. It has also received HR excellence awards for some of its best industry people
management standards. It has also received awards for some of the best loyalty program awards.

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 2. CUSTOMER SATISFACTION ATTRIBUTES :

Pantaloons are among India's largest chains of fashion stores. Pantaloons Fresh Fashion, with its focus on
'fresh look, feel and attitude' offers, trendy and hip collections that are in sync with the hopes and aspirations
of discerning young and 'young-at-heart' consumers.

Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion is followed
internationally. This 'fresh fashion' destination allows customers to shop for the latest in fashion apparel and
accessories throughout the year in an attractive and visually stimulating ambience. Pantaloons Fresh Fashion
stores have presence with stores not just in Metros but also in smaller towns. All stores have a wide variety
of categories like casual wear, ethnic wear, formalwear, party wear and sportswear for Men, Women and
Kids.

2.1. DEFINING CUSTOMER SATISFACTION :

It is a measurement or indicator of the degree to which customers or users of an organization’s products or

services are pleased with those products or services.

2.2. CUSTOMER SATISFACTION TO A COMPANY CAN BE DEFINED AS :

 The company's ability to fulfil the business, emotional, and psychological needs of its customers.
 Quality of service delivery expected by the customers.
 An internal drive to satisfy an unsatisfied need of customer.
 Providing good service in a pleasant manner and meeting the customer's expectations.
 The measure of the degree to which a product or service meets the customer's expectations.
 Comparison of expectations versus actual experience.

23
 2.3. DELIGHTED CUSTOMERS ARE PROFITABLE :

It is widely accepted that it is almost five times more profitable to sell to an existing customer than to find a
new customer. More important, the difference between satisfied customers and very satisfied customers can
make a big difference in customer repeat business and the profits. Measuring client satisfaction is very
important and distinguishing between degrees of satisfaction by using customer surveys is crucial.

2.4. MEASURING CUSTOMER SATISFACTION :

There are several ways to gather input from customers. The simplest way to find out how customers
feel and what they want is to ask them. If you have only 20 customers, you can talk to each one personally.
The advantage of this approach is that you'll get a personal "feel" for each customer. The disadvantage is that
you'll gather different information from each customer depending on how the conversation goes. Customer
surveys with standardized survey question ensure that you will collect the same information from everyone.
Remember that few of your customers will be interested in "filling out a questionnaire". It's work for them
without much reward. By launching a customer survey as an attempt to find out "how we can serve
you better" --your customers will feel less put upon.

2.5. HERE ARE A FEW OF THE POSSIBLE DIMENSIONS THAT ONE

COULD MEASURE :

 Quality of product Pricing Offers and discounts

 Pricing
 Offers and discount
 Staff’s behaviour
 Complaints or problems
 Billing experience
 Security’s behaviour
 Store’s ambience & cleanliness
 Overall experience in store

24
 2.6. USING SATISFACTION SURVEYS TO ACHIEVE A COMPETITIVE
ADVANTAGE CONSIDER THESE STATISTICS :

 Only 4% of all customers with problems complain.

 The average person with a problem eventually tells 9 other people.
 Satisfied patients and customers tell 5 other people about their good treatment.
 Cost of acquiring a new customer is usually 5-7 times greater than retaining current one.
 Cost of hiring and training a new employee is up to 10 times greater than retaining current ones.

These facts underscore the need to satisfy your current customers so they remain with your organization.
Ensuring their satisfaction is vital to your long-term business survival and profitability. The technology
available to both you and your competitors has made it easier to duplicate each other’s products or services.
Because of this, it is increasingly difficult to rely on features alone to differentiate yourself from the
competition. Excellent customer satisfaction is one of the few ways to achieve a sustainable competitive
advantage.

2.7. CUSTOMER SATISFACTION ATTRIBUTES A PANTALOONS :

 QUALITY
If you have a poor product or service, it affects the satisfaction level. There’s a. No amount of
aggressive PR or marketing that can make a product or service sell. So, product should be up to the
mark.

 DIFFERENTIATION
In Mumbai market, there’s usually many players like big bazaar, max, westside, central etc.
Customer service may not work when choosing the appropriate product or service, but word of
mouth certainly plays into customer satisfaction. If a product is the best in quality and discounts, then
it’s necessary to separate it from the rest of the brands, through customer service, marketing and
product quality.

25
 ACCESS
The era of digitalization has made finding products and services a snap. What Emailing and
finding products and services on the Internet has become such a trend, companies have invested
millions in making sure access is free and extremely easy.

 FACE VALUE
When a product or service costs high, but is worth it, the value which becomes acceptable to the
consumer. When a consumer specifically buys trousers from peter England or bare denim, the
positive features of the products outweigh the cost, creating a strong sense of good value. Pantaloons
should have more international brands which is rated excellent by the customers.

 AMBIENCE
When the customers shop at pantaloons, the first impression that they look for is of a clean, safe and
well-organized environment. The store’s ambience affects the purchasing behaviour of the
customers immensely.

 FASTER SERVICES
The services as in billing process, exchange process etc. should be faster so that the customer
won’t be waiting in a queue for a long time. Pantaloons has come up with additional billing and
exchange counters so that they can attend a greater number of customers at a time.

 TECHNOLOGY
To satisfy customers, pantaloons have come up with the latest technological advances.
Technology like capillary cashier terminal, cashier in touch, qwik cilver help improving the quality
of the purchasing experience without delay or adding staff to the payroll.

26
 2.8. LOYALTY PROGRAM :

The Pantaloons Green card, loyalty program, has been designed exclusively for Pantaloons' customers
to enhance customer satisfaction. Presently offered to over 4 million members, the programmer entitles
members to discounts, point’s redemption and special privileges at all Pantaloons stores. The card has four
tiers depending on the year's shopping. When a customer shops, the card updates with increasing privileges
and discounts. The benefits covered under Green card include discounts, complimentary parking,
complimentary delivery of altered garments, relaxed exchange policy, complimentary shipping, exclusive
sale preview, exclusive billing counters.

2.9. GREEN CARD MEMBERSHIP :

There is a membership for customers in pantaloons, where customers become members and enjoy discounts
on shopping.

 1 Stars
To become one-star member customers have to give Rs.100 With that they become one-star customer
and get Rs.200 discount coupon for next shopping and 5% discount on Fridays.

 3 Stars
If the total purchase by a customer cross Rs. 8000 than they become 3-star customer and enjoys 5%
discount on all days and additional 5% on Fridays.

 5 Stars
If purchase crosses Rs.20000 mark then they become 5-starcustomers and enjoys 7.5% discount
with additional 5% on Fridays.

 7 Stars
If the total purchase crosses Rs.40000 mark then they become 7-star customers and enjoys 10%
discount with additional 5% on Fridays.

27
 2.10. EXCLUSIVE BENEFITS AND PRIVILEGES :

Satisfaction is an overall psychological state that reflects the evaluation of a relationship between the
customer/consumer and a company-environment-product-service. Satisfaction involves one of the following
three psychological elements: -cognitive (thinking/evaluation), affective (emotional/feeling) and
behavioural. "Satisfaction" itself can refer to a number of different facts of the relationship with a
customer. For example, it can refer to any or all of the following: -

 Satisfaction with the quality of a particular product or service.

 Satisfaction with an ongoing business relationship.

 Satisfaction with the price-performance ratio of a product or service.

28
 CHAPTER-3

RESEARCH METHODOLOGY

MEANING OF RESEARCH:

Methodology is a way to systematically solve the research problem. It may be understood as a science of
studying how research is done scientifically. Research Methodology is a step-by-step Study of a problem.
Physical activities involved in the study are:

• Used the standard questionnaire regarding the customer satisfaction towards Pantaloons.

• Optimum respondents as a sample size are chosen for the activity to resemble the entire population.

• Get the questionnaire filled by the customers in the place through interview or personal interaction.

• Analysis of data on computer with special market research statistical package called SPSS.

In this research questionnaire is framed in such a way management wants to know how the customers are
taking things that they had done to them and to find out the expectation of the customers thus it will impact
in policy making of the firm in the current fiscal year.

The methodology followed for conducting the study includes the specification of research design, sample
design, questionnaire design, data collection and statistical tools used for analysing the collected data.

29
 OBJECTIVES OF THE STUDY

This marketing research aims to study:

 Consumer satisfaction towards Pantaloon and why people prefer visiting it over other retail outlets.

 To measure the satisfaction level of overall shopping experience at Pantaloons.

 To identify the problems faced by the customers at pantaloon and suggest suitable measures to the
company.

 To assess the brand awareness of pantaloon in the minds of the customers.

30
 SCOPE OF THE STUDY

This research will help Pantaloons to identify their competitors in all the areas in which they can have an edge
on them.

1. Pantaloons gives various discounts and offers. This report will also help in knowing whether
shopping in Pantaloons are worth value for the money and are able to attract customers or not.

2. This research will also be helpful in knowing the loyalty of customers towards Pantaloons. By Green
card status We can get an idea about it.

3. Very general attributes of customers like visits per month, importance given to attributes like
ambience, parking also becomes clear.

31
 RESEARCH DESIGN

The research design is the conceptual structure within which research is conducted. It constitutes the blueprint
for the collection, measurement and analysis of data.

Depending upon the objectives of the research, the most suitable marketing research approach is "Exploratory
research". The purpose is to find out the experience of customers while shopping in pantaloons.

SAMPLING DESIGN/TECHNIQUES

Sampling is the process of selecting a sufficient number of elements from the population, so that a study of
the sample and an understanding of its properties or characteristics would make it possible for us to
generalize such properties or characteristics to the population elements. Sampling design is to clearly define
set of objects, technically called the universe to be studied. The sampling design used in this study is
probability sampling. Sampling technique used is Simple Random sampling.

Sampling plan for this project is divided into following steps:

a. Sample size: A sample size of 150 respondents was chosen. Though small sample size but it consists
of varied respondents to overcome any error at the time of generalization of result.

b. Contact method: Questionnaire method was used to view responses of respondents.

32
 DATA COLLECTION METHODS

Collection of data includes both primary and secondary data. The researcher has collected both of the above
data. The data collected constitutes both primary and secondary data.

PRIMARY DATA:

To collect primary data best way is to interact with people directly it can be through direct interviews and
questionnaires. Both these methods have used for collection of primary data.

SECONDARY DATA:

Secondary data is collected from company websites and various Literature reviews. As Pantaloons is daily in
news because of its wedding fest and different offers, so I benefited a lot from updates on net.

STATISTICAL TOOLS USED:

The main statistical tools used for the collection and analysis of data in this project are:

 Questionnaire
 Bar graphs

33
 CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

TABLE 4.1. : Table showing classification of gender respondents.

Gender No. of Respondents Percentage

Male 71 47.33%
Female 79 52.67%
Total 150 100%

Source: Primary Data

ANALYSIS:
It is analysed that 47.33% are male respondents and 52.67% of female respondents.

GRAPH NO 4.1 : Graph showing Gender Respondents.

INTERPRETATION:
From the above graph it was found that 47.33% of respondents were male and rest 57.67% were female. It is
interpreted that number of female respondents is higher than the male respondents.

34
TABLE 4.2. : Which of the following retail outlets you have visited recently?

Criteria No. of Respondents Percentage

Pantaloons 56 37.33%
Reliance Retail 50 33.33%
Westside 12 8%
Shopper’s Stop 09 6%
Life Style 23 15.33%
Total 150 100%

Source: Primary Data

ANALYSIS:

The above table shows that customer visiting retail outlets recently, out of 150 respondents shows that
37.33% of the customers visited pantaloons, 33.33% of the customers visited reliance retail, 8% of the
customers visited Westside, 6% of the customers visited shopper's stop, 15.33% visited lifestyle.

GRAPH NO 4.2 : Graph showing customer visited retail outlets recently.

INTERPRETATION:

As per the above graph we can conclude that customers visited pantaloons more often than the other retail
outlets. As pantaloons has 37.33%, whereas reliance retail stands second 33.33%, life style has secured
15.33% and least percentage is obtained by Westside and Shopper's Stop as Westside secures 8% and
Shopper's stop as 6%.

35
TABLE 4.3. : How often you visit pantaloons in a month?

Criteria No. of Respondents Percentage

1-3 times 76 50.66%
3-6 times 54 36%
6-9 times 11 7.33%
More than 9 times 10 6.66%
Total 150 100%

Source: Primary Data

ANALYSIS:

From the above table 50.66% of the customers visited pantaloons 1-3 times, whereas 36% of the respondents
visited pantaloons 3-6 times in a month. The data also shows that around 7.33% of respondents who visited
the store 6-9 times in a month and 6.6% visits more than 9 times.

GRAPH NO 4.3 : Graph showing customer visited Pantaloons.

INTERPRETATION:

As per the above data the analysis it shows that majority of the respondents visited the pantaloons showroom
1-3 times in a month, whereas there are only a few customers that visits showroom more than 9 times in a
month.

36
TABLE 4.4. : Do you visit Pantaloons because of variety of products available there?

Criteria No. of Respondents Percentage

Yes 69 68%
No 48 32%
Total 150 100%

Source: Primary Data

ANALYSIS:

The above data clarifies that the respondents believe that pantaloons have variety of products available in the
pantaloon store; nearly 68% of the respondents accept the variety of products are available.

GRAPH NO 4.4. : Graph showing whether customer visit Pantaloons because of variety of products.

INTERPRETATION:

From the above graph we get to know that 68% of the respondents willing believe that pantaloons contain
variety of products that are available in the store whereas 32% of the respondents disagree that pantaloons
have variety of product.

37
TABLE 4.5. : Do you visit pantaloons because of convenience of location?

Criteria No. of Respondents Percentage

Yes 102 68%
No 48 32%
Total 150 100%

Source: Primary Data

ANALYSIS:

From the reference to the above data 68% of the respondents feel convenient of the location to visit
pantaloons.

GRAPH NO 4.5. : Graph showing whether customer visit Pantaloons because of convenience of location.

INTERPRETATION:

From the above graph shown 68% of the respondents accept that pantaloons is convenience to their location
to visit whereas 32% of the respondents feel the location is not very convenient to visit.

38
TABLE 4.6. : How much satisfied are you with the services provided by Pantaloons?

Criteria No. of Respondents Percentage

Very Satisfied 40 26.66%
Satisfied 81 54%
Can’t say 06 4%
Dissatisfied 11 7.33%
Very Dissatisfied 12 87%
Total 150 100%

Source: Primary Data

ANALYSIS:

From the reference to the above data, 54% of the respondents were satisfied with the services provided by
pantaloons, 26.66% of the respondents were very satisfied, 8% of the respondents were very
dissatisfied,7.33% of the respondents were dissatisfied and 4% of the respondents were neutral.

GRAPH NO 4.6. : Graph showing services provided by Pantaloons.

INTERPRETATION:

From the above graph 26.66% of the respondents are very satisfied with the service provided by pantaloons,
54% of the respondents feels satisfied with the service provided, 8% of the respondents feels very
dissatisfied with the service provided, 7.33% of the respondents feels dissatisfied with the service provided
whereas 4% of the respondents are neutral towards the services provided by pantaloons.

39
TABLE 4.7. : How much satisfied are you with the staff at Pantaloons?

Criteria No. of Respondents Percentage

Very Satisfied 42 28%
Satisfied 79 52.66%
Can’t say 01 0.66%
Dissatisfied 12 8%
Very Dissatisfied 16 10.66%
Total 150 100%

Source: Primary Data

ANALYSIS:

It’s evident from the analysis that majority of the respondents were satisfied. Whereas there were only a few
customers who were dissatisfied.

GRAPH NO 4.7. : Graph showing staff at Pantaloons.

INTERPRETATION:

From the above table, 28% of the respondents were very satisfied. 52.66% of the respondents were satisfied.
Whereas 0.66% of the respondents can't say. 8% of the respondents were dissatisfied. This study also shows
that 10.66% of the respondents were very Dissatisfied.

40
TABLE 4.8. : How much satisfied are you with the ambience at Pantaloons?

Criteria No. of Respondents Percentage

Very Satisfied 49 32.66%
Satisfied 80 53.33%
Dissatisfied 07 4.66%
Very Dissatisfied 14 9.33%
Total 150 100%

Source: Primary Data

ANALYSIS:

It’s evident from the analysis that majority of the respondents were satisfied. Whereas there are only a few
customers were dissatisfied.

GRAPH NO 4.8. : Graph showing Ambience of Pantaloons.

INTERPRETATION:

From the above table, 32.66% of the respondents very satisfied and 53.33% of the respondents were
satisfied. Whereas 7% of the respondents was dissatisfied. This study also shows that 9.33%% of the
respondents were Very Dissatisfied.

41
TABLE 4.9. : What is the price range of merchandise available at Pantaloons store?

Criteria No. of Respondents Percentage

Rs. 200-500 15 10%
Rs. 500-800 57 38%
Rs. 800-1200 33 22%
Rs. 1200-2000 45 30%
Total 150 100%

Source: Primary Data

ANALYSIS:

From the above table we can say that, 38% of the respondents liked to buy the products of price range Rs.
500- 800 and 30% respondents liked to buy the products of price range Rs.1200-2000, and 22% of the
respondents liked to buy the products of price range Rs. 800-1200, only 10% of the respondents liked to buy
the products of price range Rs.200-500.

GRAPH NO 4.9. : Graph showing price range of merchandise available at Pantaloons.

INTERPRETATION:

From the above graph we can say that, majority of the respondents agreed to buy the products of price range
Rs. 500-800, second highest majority of the respondents liked to buy products of price range Rs. 1200-2000,
and only few respondents liked other products of higher price range.

42
TABLE 4.10. : How do you feel about price of merchandise available in Pantaloon store?

Criteria No. of Respondents Percentage

Excellent 27 18%
Good 68 45.33%
Very Good 24 16%
Normal 18 12%
Very Costly 13 8.66%
Total 150 100%

Source: Primary Data

ANALYSIS:
From the above table reference 18% of the respondents were satisfied (excellent) with the price of the
merchandise at pantaloons store.45.33% of the respondents founded the price of the merchandise was good,
16% of the respondents founded the price of the merchandise to be very good, 2% of the respondents
founded that the price of the merchandise was Normal. Whereas 8.66% of the respondents found that the
price of the merchandise was very costly.

GRAPH NO 4.10. : Graph showing customers feel about price of merchandise available in Pantaloons.

INTERPRETATION:

From the above graph 45.33% of the respondents found the merchandise prices good, 18% of the
respondents found the prices excellent, 16% of the respondents found the prices very good, 12% of the
respondents found the prices normal whereas 8.66% of the respondents found the merchandise prices very
costly.

43
TABLE 4.11. : Does Pantaloon have better Ambience than other retail outlets?

Criteria No. of Respondents Percentage

Yes 48 28%
No 102 72%
Total 150 100%

Source: Primary Data

ANALYSIS:

From the above given data 28% of the respondents think pantaloons have a better ambience than the other
outlets whereas 72% of the respondents thinks other retail outlets have a better ambience then pantaloons.

GRAPH NO 4.11. : Graph showing does a pantaloon have better Ambience than other retail.

INTERPRETATION:

From the above graph 72% of the respondents accept pantaloons have a better ambience than any other retail
outlets inside the city whereas 28% of the respondents disagree that pantaloon have better ambience than
other retail outlets.

44
TABLE 4.12. : Have you ever got the information from Pantaloons about any discount offered on
merchandise?

Criteria No. of Respondents Percentage

Yes 103 68.66%
No 47 31.33%
Total 150 100%

Source: Primary Data

ANALYSIS:

From the above reference data,68.66% of the respondents get the information about of the discount offered
on the merchandise whereas 31.33% of the respondents do not get the information about the offers on the
merchandises.

GRAPH NO 4.12. : Graph showing have customers got the information from pantaloons about any discount.

INTERPRETATION:

From the above graph 68.66% of the respondents accepted that they receive the information about the
discount offered in the merchandises whereas 31.33% of the respondents disagreed that the pantaloons
informed about the discount offers.

45
TABLE 4.13. : Do you feel shopping at pantaloons is value for money?

Criteria No. of Respondents Percentage

Strongly Agree 40 26.66%
Agree 79 52.66%
Can’t say 18 12%
Disagree 03 2%
Strongly Disagree 10 6.66%
Total 150 100%

Source: primary Data

ANALYSIS:

From the reference to the above data 22.66% of the respondents accept that Pantaloons is value for money
whereas 2% of the respondents disagree the fact that Pantaloons is value for money.

GRAPH NO 4.13. : Graph showing shopping at pantaloons is value for money.

INTERPRETATION:

From the above graph 55.33% of the respondents agree that Pantaloons are value for money, 26.66% of the
respondents strongly agree, 12% of the respondents are neutral, 25% of the respondents disagree that
Pantaloons are value for money whereas 6.66% of the respondents strongly disagree about it too.

46
TABLE 4.14. : Do you feel shopping at pantaloons is a tiring experience?

Criteria No. of Respondents Percentage

Strongly Agree 80 53.33%
Agree 24 16%
Can’t say 29 19.33%
Disagree 11 7.33%
Strongly Disagree 06 4%
Total 150 100%

Source: Primary Data

ANALYSIS:

From the above data 53.33% of the respondents accept shopping at Pantaloons is a very tiring experience
whereas 19.33% of the respondents deny that it is tiring to shop at Pantaloons.

GRAPH NO 4.14. : Graph showing shopping at pantaloons is tiring experience.

INTERPRETATION:

From the above graph 53.33% of the respondents agree it's very tiring to shop at Pantaloons, 19.33% of the
respondents disagree the fact it’s tiring a shopping at Pantaloons, 16% of the respondents are neutral, 7.33%
of the respondents strongly disagree and 4% of the respondents strongly agree.

47
TABLE 4.15. : How much satisfied are you with the parking space provided by Pantaloons?

Criteria No. of Respondents Percentage

Strongly Agree 28 18.66%
Agree 82 54.66%
Can’t say 10 6.66%
Disagree 15 10%
Strongly Disagree 15 10%
Total 150 100%

Source: primary Data

ANALYSIS:

From the above data 54.66% of the respondents are satisfied with the parking space provided by pantaloons
whereas 10% of the respondents are dissatisfied with the parking space provided by pantaloons.

GRAPH NO 4.15. : Graph showing how much satisfied with the parking space provided by pantaloons.

INTERPRETATION:

From the above graph 54.66% of the respondents are satisfied with the parking space provided by pantaloons
,18.66% of the respondents are very satisfied with the parking provided ,6.66% of the respondents are
neutral, 10% of the respondents are dissatisfied similarly 10% of respondents are very dissatisfied with the
parking space provided by pantaloon.

48
 CHAPTER-5

FINDINGS AND OBSERVATIONS

This research helped us identify following problems where Pantaloon has an immense scope of
Improvement :

 People were found to be a little dissatisfied with the ambience of Pantaloons as compared to some
other outlets but mostly were overall satisfied.

 Majority of respondents were complaining about the size of products. Different sizes are not available.

 Footwear needs improvement at Pantaloons.

 Most consumers want quality attribute in products.

 Most consumers like to buy products of Pantaloons are –T-shirts, shirts, sweatshirts, sweaters And
Kurtis, sarees, and other traditional wear.

 Ladies complained that jewellery variety is not there, there should be more variety.

 Location was one of the main reasons which attracted consumers towards Pantaloons and it took less
time for majority of respondents to reach Pantaloons

 As Pantaloons operates in discount retailing, it was assumed that Pantaloon's discount and low prices
were one of the main attractions for customers but respondents feel that the discount is not that
promising and it should be enhanced.

49
 Parking is also a problem at Pantaloons and some of the respondents were dissatisfied with the
parking lot at Pantaloons, as it provides lesser parking space to customers. Mostly, Employees of
Pantaloons use the parking space provide by that mall only.

 Pantaloons can use bargain shopping where it will attract more consumers to buy the products with
their own choice of price.

 As Indian market is price sensitive and our consumer want best quality, Pantaloons must consider the
price factor seriously because of COVID-19 consumers are more conscious about where and on what
they are spending their money.

 Pantaloons Does not use virtual reality or simulation technology.

 Pantaloons doesn’t provide customers customization of products.

 Pantaloons don’t have strong social media platform influence.

50
 CHAPTER-6

SUGGESTIONS

This research throws light on various pros and cons of Pantaloons and can help Pantaloons to improve
on different aspects to have an advantage over its peers. Based on the analysis and findings of my
research, have given following recommendations:

 Sitting area should be there for children and old people, so that they can sit while other family
members doing shopping.

 More computers should be included and number of billing counters should be increased especially
during the festive season and sales, so as to speed up the process of billing and avoid large queues.

 If possible, more attractive discount and offers should be given in order to attract more customers.

 Staff should be trained properly to assist people and to make them understand the benefits of green
card membership, it will strengthen Customer loyalty.

 Other Recommendations include introduction of a Book corner for the book lovers and making
shopping more joyful.

 Retail outlet should maintain the proper pricing that should be affordable to every customer instead
of having high margin of profit in their mind.

 The employees should be very courteous with the customers while suggesting about the products and
interacting with them.

51
 CONCLUSION

This research report aims to study consumer attitude towards Pantaloons and highlights its strengths and
weaknesses in order that Pantaloons can fight the competition in a smarter way. Though Pantaloons captures
a large market and is giving competition to big players like Vishal mega mart and big bazaar, retail in India
is a booming sector nowadays and Pantaloons should try to benefit more from it. Recommendations given
should be considered by Pantaloons to come forth as a winner in long run.

Now there are 65% of the customers comes in between 25-35. Therefore, data suggests that they should
emphasizing on this dominant segment to add more loyal members and maximize the revenue. Providing a
better billing experience to the customers is vital for every retailer. This is a bottleneck where customer can
really get exhausted if they stand in a queue to get the billing done, even for 10 minutes.

The factors that attract customers to the Pantaloons, as in, the store mainly focus on their in-house brand
availability and value of money. Many customers believe that Pantaloons have their own branded products to
offer the customers with an affordable price.

52
 REFERENCES
&
BIBLOGRAPHY

1. Principles of marketing By PHILIP KOTLER

2. Wikipedia

3. http://pantaloon.futurebazaar.com/indexPantaloon.jsp.

4. http://en.wikipedia.org/wiki/Retailing_in_India

5. www.pantalons.com

6. www.glassdoor.com

7. www.pantaloonfashion.com

8. www.trendin.com

53
 ANNEXURE

QESTIONNAIRE TO CUSTOMERS

Dear customers Kindly response me by suggesting your opinion through answering the following
questionnaire about the buying your required merchandise from the pantaloons store among your various
experience.

1. Name:

2. Gender: A)Male ( ) B)Female ( )

3. Age (in years):

A) 21-30( ) B) 31-40( ) (C) 41-50( ) D) 51-60( ) E) Above 60 Years ( )

4. Education Qualification:

A ) Up to SSLC ( ) B) PUC ( ) C) Graduation and above ( )

5. Occupation:

A) Business ( ) B) Service ( ) C) Professional ( )

D) Self-employed ( ) E) Student ( ) F) Housewife ( )

6. Marital status:

A) Married ( ) B) Unmarried ( )

7. Which of the following retail outlets you have visited?

A) Pantaloons ( ) B) Reliance retail ( ) C) Westside ( )

D) Shopper's stop ( ) E) life style ( )

8. How often you visit Pantaloon in a month?

A) 1-3 times ( ) B) 3-6 times ( ) C) 6-9 times ( ) D) More than 9 ( )

54
9. Do you visit Pantaloons because of variety of products available there?

A) Yes ( ) B) No( )

10. Do you visit Pantaloons because of convenience of location?

A) Yes ( ) B) No ( )

11. How much satisfied are you with the services provided by Pantaloons?

A) Very Satisfied ( ) B) Satisfied ( ) C) can't say ( )

D) Dissatisfied ( ) E) Very Dissatisfied ( )

12. How much satisfied are you with the Staff at PANTALOON?

A) Very Satisfied ( ) B) Satisfied ( ) C) can't say ( )

D) Dissatisfied ( ) E) Very Dissatisfied ( )

13. How much satisfied are you with the Ambience of PANTALOON?

A) Very Satisfied ( ) ( ) B) Satisfied ( )

C) Dissatisfied ( ) D) Very Dissatisfied ( )

14. What's the price range of merchandise available at pantaloons store?

A) 200-500 ( ) B) 500-800 ( )

C) 800-1200 ( ) D) 1200-2000 ( )

15. How do you feel about price of merchandise available in pantaloon store?

A) Excellent ( ) B) Good ( ) C) Very Good ( )

D) Normal ( ) E) very costly ( )

16. Does a pantaloon have better Ambience than other retail outlets?

A) Yes ( ) B) No( )

17. Have you ever got the information from pantaloon about any discount offered

on merchandise?

A) Yes ( ) B) No ( )

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18. Do you feel shopping at Pantaloon is value for money?

A) Strongly Agree ( ) B) Agree ( ) C) can't say ( )

D) disagree ( ) E)strongly disagree( )

19. Do you feel shopping at Pantaloon is a tiring experience?

A) Agree ( ) B) can't say ( ) C) Disagree ( )

D) Strongly Disagree ( ) E) Strongly Agree ( )

20. How much satisfied are you with the parking space provided by pantaloons?

A) Very Satisfied ( ) B) Satisfied ( ) C) can't say ( )

D) Dissatisfied ( ) E) Very Dissatisfied ( )

-THANK YOU-

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