Executive Summary

Customer satisfaction is very important in retail industry. If any

organization wants to stay in market they’ll have to satisfy their
customer. In research the scope of apparel is booming and there are
important role of Modern retail stores which fulfill the need of customer
according to their demand.
The scope of Retail industry in India is very huge because increase in
income of middle people. People are being more aware about the
company’s product and service provided by them. Service provided to
customer play very important role to satisfy their customers.

Research objective:
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The objective of the research is to know about the customer
satisfaction at Pantaloons (Mumbai)
1. To study the view of consumer.
2. To assess the effectiveness of selling program.
3. Are they satisfied with the price and quality of the product.
4. Increase in the sales.
5. To check the loyalty of consumers towards the brand.

SAMPLING METHOD:

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Random Sampling method is used for the collection of data.
The sample size of the study is of 120

METHOD OF DATA COLLECTION:

➢ PRIMARY DATA – The primary data are those, which are collected
for the first time hence they are fresh and thus happens to be original in
character. Primary data pertain to demographic and socioeconomic
characteristics of the consumer, attitudes and opinion of the
respondent, their awareness and knowledge and other similar aspects.
SOURCES OF PRIMARY DATA COLLECTION
➢ Observation
➢ Interviews
➢ Opinions

The primary data for the present research work was obtained through
the observation and interviews.

SECONDARY DATA - It includes those data, which were collected for

some earlier research work and are applicable in the study the
researcher has presently undertaken. The data collected from the
websites and books was good enough to be included in the study
analyzed and concluded.

SOURCES OF SECONDARY DATA COLLECTION

 Internet.

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 Company Website.
 Other Websites
 Books
 Journals
 Newspaper

DATA ANALYSIS:
Tables and Pie Diagrams are used for representing the data.

LIMITATIONS OF THE RESEARCH:

I though the research was conducted in a way to ensure accurate
results but certain errors might have occurred due to some unavoidable
reasons.
DATA COLLECTION
-Non-response by some of the respondents.
-Many persons were reluctant in responding.

FOR EMPLOYEES
 Busy in Store operations Or with Customers

FOR CUSTOMERS
 Insufficient time
 Occupancy with Carry Bags or kids
 Sharing their Addresses and Contact Numbers was a
cumbersome issue for people.

RETAIL DEFINITION

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The word ‘retail’ is derived from the French word ‘retailer’, meaning ‘to
cut a piece off’ or ‘to break bulk’. It includes all the activities directly
related to the sale of goods and services to the ultimate consumer for
personal or non-business use. In simple terms, it implies a first-hand
transaction with the customer

MEANING OF RETAIL
A retailer buys goods or products in large quantities from
manufacturers or importers, either directly or through a wholesaler, and
then sells smaller quantities to the end-user. Retailing involves a direct
interface with the customer & the coordination of business activities
from end to end- right from the concept or design stage of a product or
offerings, to its delivery & post-delivery service to the customer. The
world over the retail sector has grown rapidly with increasing
sophistication and modernization of the life-style of households and
individuals and with increasing globalisation of trade; India has begun
to cater up rather astonishingly rapidly. The industry has contributed to
the economic growth of many countries & is undoubtedly one of the
fastest changing & dynamic industries in the India and world today.

Introduction
India has often been called a nation of shopkeepers. Presumably the
reason for this is; that, a large number of retail enterprises exist in
India. In 2004, there were 12 million such units of which 98% are small

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family businesses, utilizing only Household labor. Even among retail
enterprises, which employ hired workers.
Majority of them use less than three workers. Retailing is the
combination of activities involved in selling or renting consumer goods
and services directly to ultimate consumers for their personal or
household use. In addition to selling, retailing includes such diverse
activities as, buying, advertising, data processing and maintaining
inventory. While sales people regularly call on institutional customers,
to initiate and conclude transactions, most end users or final
customers, patronize stores. This makes store location, product
assortment, timings, store fixtures, sales personnel, delivery and other
factors, very critical in drawing customers to the store. Final customers
make many unplanned. In contrast those who buy for resale or use in
manufacturing are more systematic in their purchasing. Therefore,
retailers need to place impulse items in high traffic locations, organize,
store layout , trains sales people in suggestion , and place related
items next to each other, to stimulate purchase.
WHAT DOES THE RETAILING INDUSTRY INCLUDE?
➢ Department Stores
➢ Discount Stores
➢ Clothing Stores
➢ Specialty retailers
➢ Convenience Stores
➢ Grocery Stores
➢ Drug Stores
➢ Home furnishing retailers
➢ Auto Retailers
➢ Direct Sales Catalog and mail order companies
Retailing consists of the sale of goods or merchandise from a fixed
location, such as a department store; shopping mall etc .The retailer
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buys goods or products in large quantities from manufacturers either
directly or through a wholesaler, and then sells smaller quantities to the
end-user. Retail establishments are often called shops or stores.
Retailers are at the end of the supply chain. Manufacturing marketers
see the process of retailing as a necessary part of their overall
distribution strategy. In the retail outlet various type of good and service
are provide to the customer but all the goods and services are
generally homogenous in nature through all the other retail outlets.
Product and services of every company are available in every retail
outlet. It is also find that many customer only used to shopping in own
decided outlet rather from every outlets even there is homogenous
among the product and service offer by the
Every retail outlet .So this put the question in the mind of the every
retailer that is there is any gap between what customer expected from
retailers and what retailer provides to customer during shopping. No
two customers have the identical likes and preferences. Delivery value
and narrowing down the zone of tolerance is a tightrope walk for
marketer in organized retail sector. Especially in market like India the
challenges is formidable because organizations need to cater to a wide
and diverse group of customers .Thus building equity and generating
volumes in such complex market tapers down to the function of
managing customer expectation. Customers take their time to first
sketch their needs and then arrive at a specific decision. At the end of
the day the question is what does the customer expect? How to fulfill
the glaring gap between need and expectations? The answers to this
question are “by delivering the value “
But in many case retailers are not aware of what their customer expect.
Hence they are unable to deliver the right value to the right customer
and satisfy them .Especially in this competitive scenario where the
customer are well informed, commanding and demanding at the same
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time it has become imperative for the organization to be updated on the
“WHAT”,”WHY”and “HOW” of each and every customer. This calls for
empathizing with the customer by indulging into their priorities and
decision making. Even in the case of a product as simple as beauty
soap, customer have versatile expectations like, good packaging
fragrance, herbal or medical benefit, glowing skin etc. and all this at an
affordable price. A daunting task but companies have no option but to
offer the expected value, that too by keeping the operating costs low.

Following general expectations of a typical customer

➢ Value of Money
➢ Availability and location
➢ Service expectations
➢ Quality in Product
➢ Need based solution
So in other to deliver the value, Retail outlets in addition to providing
products and services, need to cater for a wide range of motives. The
various determinants of retail outlet preference include cleanliness,
well-stocked shelves, and range of products, helpful staff, disabled
access, wide aisles, car parking, multiple billing points and
environmentally friendly goods. These differing motives arise as
retailers cater to different types of shoppers who include economic
consumers (concern with value), personalized consumers (concern
with relationships), recreational shoppers (shopping as a leisure
activity) and apathetic consumers (who dislike shopping). Retailers
have to satisfy budding customers, older consumers as well as time
crunched individuals whose motives all tend to be conflicting as well as
different. Retailers need to establish a good image to prevent
customers from shopping around.

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EVOLUTION OF INDIAN RETAIL INDUSTRY
For Indian retailing, things started to change slowly in the 1980s, when
India first began opening its economy. Textiles sector (which
companies like Bombay Dyeing, Raymond's, S Kumar's and Grasim)
was the first to see the emergence of retail chains. Later on, Titan,
maker of premium watches, successfully created an organized retailing
concept in India by establishing a series of elegant showrooms. For

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long, these remained the only organized retailers, but the latter half of
the 1990s saw a fresh wave of entrants in the retailing business. These
were pure retailers with no serious plans of getting into manufacturing.
These entrants were in various fields, like - Food World, Subhiksha and
Nilgiris in food and FMCG; Planet M and Music World in music;
Crossword and Fountainhead in books. As of the year ending 2000 the
size of the Indian organized retail industry was estimated at around Rs.
13,000 crore. Retail growth is already gathering momentum and the
organized retail industry is expected to grow by 30 per cent in the next
five years. Thus, the growth potential for the organized retailer is
enormous.

OVERVIEW OF INDIAN RETAIL SECTOR

The India Retail Industry is the largest among all the industries, the
retail sector has helped in giving strong impetus to overall economic
growth as a significant driver of the growth of services sector, which
contributes as much as 54 per cent of GDP. It has strong backward
and forward linkages with other sectors like agriculture and industry
through stimulating demand for goods and through mass marketing,
packaging, storage and transport. Moreover, it creates considerable

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direct and indirect employment in the economy. Also, the consumers
have benefited in terms of wide range of products available in a
market. The Retail Industry in India has come forth as one of the most
dynamic and fast paced industries with several players entering the
market. But all of them have not yet tasted success because of the
heavy initial investments that are required to break even with other
companies and compete with them
The total concept and idea of shopping has undergone an attention
drawing change in terms of format and consumer buying behavior,
ushering in a revolution in shopping in India. Modern retailing has
entered into the Retail market in India as is observed in the form of
bustling shopping centers, multi-storied malls and the huge complexes
that offer shopping, entertainment and food all under one roof. With
growing time constraints and choices, the consumer is getting used to
having options readily at hand when one steps out to make the final
purchase decision without much dissonance, need for an enhanced
look and feel of the shopping environment. With retail ambiences
getting upgraded, clearly the poky neighborhood kirana stores are
becoming part of the past for the hypermarket consumer, and one will
soon find it difficult to shop "regularly" at the dusty grocery shop.
Today with the growth of malls and hypermarkets, consumers no
longer think "expensive looking" means "expensive". To actually
establish premium imagery through shopping environment is going to
be that much more difficult. Need for customer service to encourage
consumers to come back again and again and buy more. Quite
contrary to the thought that technology will dehumanize transactions,
the truth is humans will make all the difference.
It may seem that in a vast country like India, this is restricted to a few
urban towns. This could be myopic thinking. The revolution was

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brewing in South India in the 90s but seems to have taken speed in the
21st century.
As "retail" brands see the value of volumes and with the ready
availability of both technologies for back-end management and real
estate for front-end face, business compulsions and opportunities will
make them expand faster than one can imagine.
Consumers moving up the "diminishing return" curve. After getting a
certain level of quality in many categories, consumers are unwilling to
pay more for incremental quality and so are ready to make do with
"acceptable quality", which store brands offer very easily.
Media fragmentation makes its more and more difficult for mass
marketed brands to actually connect with consumers. So the battle
moves to the market place where by sheer ownership, store brands
hold an edge.
They are cost advantage, because store brands operate on much less
overheads because their target markets are limited to the catchments
area in and around the store and so depend much less on "expensive"
mass media brand-building advertising. And above all there are fewer
partners to share the "margin goodies" with. A large young working
population with median age of 24 years, nuclear families in urban
areas, along with increasing workingwomen population and emerging
opportunities in the services sector are going to be the key factors in
the growth of the organized Retail sector in India. The growth pattern in
organized retailing and in the consumption made by the Indian
population will follow a rising graph helping the newer businessmen to
enter the India Retail Industry.
In India the vast middle class and its almost untapped retail industry
are the key attractive forces for global retail giants wanting to enter into
newer markets, Clearly, the impact of this retail revolution could be
bigger than just the changing façade of the market place and
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enhancing consumer buying experience. It is a looming threat to "mass
brand marketers" and the sooner they take cognizance of that, the
better. Mass retailers may not only redefine shopping experiences, but
also redefine market spaces. The future of the India Retail Industry
looks promising with the growing of the market, with the government
policies becoming more favorable and the emerging technologies
facilitating operations.

STRUCTURE OF INDIAN RETAIL SECTOR

The retail sector is classified broadly into two:
1. Organised Retail Sector and,
2. Unorganised Retail Sector
ORGANISED RETAIL

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Organized retailing refers to trading activities undertaken by licensed
retailers, that is, those who are registered for sales tax, income tax, etc.
These include the corporate-backed hypermarkets and retail chains,
and also the privately owned large number of retailers, greater
enforcement of taxation mechanisms and better labour law monitoring
systems. It is not just a stocking and selling, but is more about efficient
supply chain management, developing vender relationships, quality
customer service, efficient merchandising and timely promotional
campaigns. It, however, constitutes a very little share of at around 5
per cent (Rs 500 billion) of the total retail market. According to the
Retailers Association of India, the share of organised sector to the
overall retailing market in India is expected to grow from 3 per cent to
20 per cent in the next 10 years. The KSA Technopak’s estimate is that
by 2005, the organised retail sector would be employing in excess of 2,
50, 000 individuals directly and perhaps 8-10 times as many indirectly
in the supply chain. The organised retailing has been successful in
metropolitan cities so far, more so in the south and west India. It is
expected that the tier II cities would take another 5 years to absorb
modern retailing opportunities. Moreover, the case for Indian retailers
to explore rural markets is also strong due to the size of rural
population and agricultural income growth in last couple of years. A
clear indicator of this potential is the share of rural market across most
categories of consumption.

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UNORGANIZED RETAIL

Unorganized retailing, on the other hand, represents 97 per cent of the

total retail market is mainly characterised by typically small retailers,
traditional formats of low-cost retailing, more prone to tax evasion and
lack of labour law supervision. The local kirana shops, owner manned
general stores, paan/beedi shops, convenience stores, hand cart and
pavement vendors, etc. Food retail trade is a very large segment of the
total economic activity of our country and due to its vast employment
potential; it deserves very special focused attention. Efficiency
enhancements and increase in the food retail sales activity would have
a cascading effect on employment and economic activity in the rural
areas for the marginalized workers. India is one of the largest
unorganised retail markets in the world and more than 96 per cent of
the retailers work in less than 500 sq ft of area.
SIZE OF THE MODERN RETAIL SECTOR
A retail revolution is sweeping through India. Organized retail, which is
5% of the whole currently, is in turn pegged to grow to Rs. 100,000
Crores by 2015. And one consequence of all those investments will be
the fact that India's present two square-feet per capita retailing space
will rise 15-20% by 2010.

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The emergence of new formats and the evolution of modern retail in
India has attracted attention in recent years. The retail sector, currently,
is said to contribute 12 per cent of India’s GDP and is expected to grow
at a robust rate of 45 per cent per annum by the end of 2008
(Associated Chambers of Commerce and Industry of India,
ASSOCHAM). This growth would expand the size of the market to over
Rs 14, 79,000 crore from its current level of Rs 5, 88,000 crore. The
Indian retail market is estimated at Rs 9,300 billion and is expected to
grow at a compounded rate of 30 per cent over the next five years
(Retailers Association of India). Moreover, the retail sector employs
over 7 per cent (21 million) of the national workforce, the second only
to agriculture. The retail density more than doubled between 1978 and
1996 and the number of outlets per 1000 people at an all India level,
increased from 6.5 in 2000 to 20.5 in 2005. For the urban sector alone,
the shop density increased from 12.6 per 1000 people in 1999 to 20.3
per 1000 people in 2005. Until now, Indian retailers have very little
bargaining power with manufacturers, unlike in the case of retailers in
developed countries.
With the growth of malls, multiplexes, and hypermarkets, the consumer
is being exposed to a new kind of shopping experience and services
which is quietly and surely redefining her expectations from shopping.

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A look at the statistics shows that the retail sector in India is worth USD
394 billion and is growing at the rate of 30% annually. Study has found
that retailing ($180 billion) contributes to 10 per cent of GDP and
employs 7 per cent (21 million) of the workforce. According to AT
Kearney, India is given the top ranking as the next foreign investment
destination, as markets like China become increasingly saturated. India
is the 4th largest economy as regards GDP (in PPP terms) and is
expected to rank 3rd by 2010 just behind US and China1. Over the past
few years, the retail sales in India are hovering around 33-35% of GDP
as compared to around 20% in the US. The table gives the picture of
India's retail trade as compared to the US and China.
The last few years witnessed immense growth by this sector, the key
drivers being changing consumer profile and demographics, increase
in the number of international brands available in the Indian market,
economic implications of the government increasing urbanization,
credit availability, and improvement in the infrastructure, increasing
investments in technology and real estate building a world class
shopping environment for the consumers. In order to keep pace with
the increasing demand, there has been a hectic activity in terms of
entry of international labels, expansion plans, and focus on technology,
operations and processes. This has lead to more complex relationships
involving suppliers, third party distributors and retailers, which can be
dealt with the help of an efficient supply chain. A proper supply chain
will help meet the competition head-on, manage stock availability;
supplier relations, new value-added services, cost cutting and most
importantly reduce the wastage levels in fresh produce.

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IMPORTANCE OF RETAILING
Organized retailing in India was estimated at Rs.18,000 crores in 2002-
2003 and has grown at about 40% over the last 3 years (Source KSA
Retail Outlook). Retailing has a tremendous impact on the economy. It
involves high annual sales and employment. As a major source of
employment retailing offers a wide range of career opportunities
including; store management, merchandising and owning
A retail business Consumers benefit from retailing in that, retailers
performs marketing functions that makes it possible for customers to

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have access to a broad variety of products and services. Retailing also
helps to create place, time and possession utilities. A retailer's service
also helps to enhance a product's image. In general, retailers perform
four distinct function. Retailers participate in the sorting process by
collecting an assortment of goods and services from a wide variety of
suppliers and offering them for sale. The width and depth of assortment
depend upon the individual retailer's strategy.
They provide information to consumers through advertising, displays
and signs and sales personnel. Marketing research support is given to
other channels, members. They store merchandise, mark prices on it,
place items on the selling floor and otherwise handle products; usually
they pay suppliers for items before selling, them to final customers.
They complete transactions by using appropriate locations, and
timings, credit policies, and other services e.g. delivery. Retailing in a
way, is the final stage in marketing channels for consumer products.
Retailers provide the vital link between producers and ultimate
consumers.

RETAIL STRATEGY AND STRUCTURE

Successful retail operations depend largely on two main dimensions:
margin and turnover. How far a retail enterprise can reach in margin
and turnover depends essentially on the type of business (product
lines) and the style and scale of the operations. In addition the turnover
also depends upon the professional competence of the enterprise. In a
given business two retail companies may choose two different margin
levels, and yet both may be successful, provided the strategy and style
of management are appropriate.

Margin Turnover Model

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Ronald R. Gist "Suggested a conceptual frame work, using margin and
turnover, for understanding the retail structure and evolving a retail
strategy." Margin is defined as the percentage mark tip at which the
inventory in the store is sold and turnover is the number of times the
average inventory is sold in a year, is a diagrammatic representation of
the frame work and can be applied to almost any type of retail
business. Depending upon the, combination of the two parameters, a
retail business will fall into one of the four quadrants. For instance L-L
signifies a position, which is low on both margin and turnover; whereas,
H-L indicates high margin and low turnover.

Low Margin High Turnover Stores

Such an operation assumes that low price is the most significant
determinant of customer patronage. The stores in this category price
their products below the market level. Marketing communication
focuses mainly on price. They provide Very few services; if any, and
they normally entail an extra charge whenever they do. The
merchandise in these stores is generally pre-sold or self sold. This
means that the customers buy the product, rather than the store selling
them. These stores are typically located in isolated locations and
usually stock a wide range of fast moving goods in several
merchandise lines. The inventory consists of well-known brands for
which the manufacturer through national advertising creates a
consumer pull. Local promotion focuses on low price. Wal-mart in the
United States is an example and Pantaloon Chain or Subhiksha are
Indian examples of such stores.

High Margin Low Turnover

This operation is based on the premise that distinctive merchandise,
service and sales approach are the most important factors for attracting
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customers. Stores in this category price their products higher than
those in the market, but not necessarily higher than those in similar
outlets. The focus in marketing communication is on product quality
and uniqueness. Merchandise is primarily sold in store and not pre-
sold. These stores provide a large number of services

High Margin High Turnover Stores

These stores generally stock a narrow line of products with turnover of
Reasonably high frequency. They could be situated in a non-
commercial area but not too far from a major thoroughfare. Their
location advantage allows them to charge a higher price. High
overhead costs and, low volumes also necessitate a higher price.

Low Margin-Low Turnover Stores

Retail enterprises in this category are pushed to maintain low margins
because of price wars. Compounding this problem is the low volume of
sales, which is probably a result of poor management, unsuitable
location etc. such businesses, normally get wiped out over a period of
time. RETAILING FORMATS (CLASSIFYING RETAIL FIRMS)
Regardless of the particular type of retailer (such as a supermarket or a
department store), retailers can be categorized by (a) Ownership, (b)
Store strategy mix, and (c) Non store operations.

a. Form of Ownership

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A sole proprietor, partners or a corporation can own a retail business
like any other type of business. A majority of retail business in India are
sole proprietorships and partnerships.

1. Independent Retailer
Generally operates one outlet and offers personalized service, a
convenient location and close customer contact. Roughly 98% of all the
retail businesses in India, are managed and run by independents,
including barber shops, drycleaners, furniture stores, bookshops, LPG
Gas Agencies and neighbourhood stores. This is due to the fact that
into retailing is easy and it requires low investment and little technical
knowledge. This obviously results in a high degree of competition. Most
independent retailers fail because of the ease of entry, poor
management skills and inadequate resources.

2. Retail Chain
It involves common ownership of multiple units. In such units, the
purchasing and decision making are centralized. Chains often rely on,
specialization, standardization and elaborate control- systems.
Consequently chains are able to serve a large dispersed target market
and maintain a well known company name. Chain stores have been
successful, mainly because they have the opportunity to take
advantage of "economies of scale" in buying and selling goods. They
can maintain their prices, thus increasing their margins, or they can cut
prices and attract greater sales volume. Unlike smaller, independent
retailers with lesser financial means, they can also take advantage of
such tools as computers and information technology. Examples of retail
chains in India are Shoppers stop; West side and IOC, convenience
stores at select petrol filling stations.

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3. Retail Franchising
Is a contractual arrangement between a "franchiser" (which may be a
manufacturer, wholesaler, or a service sponsor) and a "franchisee" or
franchisees, which allows the latter to conduct a certain form of
business under an established name and according to a specific set of
rules. The franchise agreement gives the franchiser much discretion in
controlling the operations of small retailers. In exchange for fees,
royalties and a share of the profits, the franchiser offers assistance and
very often supplies as well. Classic examples of franchising are;
McDonalds, Pizza Hut and Nirulas.

4. Cooperatives
A retail cooperative is a group of independent retailers, that have
combined their financial resources and their expertise in order to
effectively control their wholesaling needs. They share purchases,
storage, shopping facilities, advertising planning and other functions.
The individual retailers retain their independence, but agree on broad
common policies. Amul is a typical example of a cooperative in India.

b) Store Strategy Mix

Retailers can be classified by retail store strategy mix, which is an
integrated combination of hours, location, assortment, service,
advertising, and prices etc. The various categories are:

(1) Convenience Store:

Is generally a well situated, food oriented store with long operating
house and a limited number of items. Consumers use a convenience
store; for fill in items such as bread, milk, eggs, chocolates and candy
etc.

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(2) Super markets:
Is a diversified store which sells a broad range of food and non food
items. A supermarket typically carries small house hold appliances,
some apparel items, bakery, film developing, jams, pickles, books,
audio/video CD's etc. The Govt. run Super bazaar, and Kendriya
Bhandar in Delhi are good examples of a super market. Similarly in
Mumbai, we have Apna Bazar and Sahakari Bhandar.

(3) Department Stores:

A department store usually sells a general line of apparel for the family,
household linens, home furnishings and appliances. Large format
apparel department stores include Pantaloon, Ebony and Pyramid.
Others in this category are: Shoppers Stop and Westside.

(4) Speciality Store:

Concentrates on the sale of a single line of products or services, such
as Audio equipment, Jewellery, Beauty and Health Care, etc.
Consumers are not confronted with racks of unrelated merchandise.
Successful speciality stores in India include, Music World for audio
needs, Tanishq for jewellery and McDonalds, Pizza Hut and Nirula's for
food services.

(5) Hyper Markets:

Is a special kind of combination store which integrates an economy
super market with a discount department store. A hyper market
generally has an ambience which attracts the family as whole.
Pantaloon Retail India Ltd. (PRIL) through its hypermarket "Big Bazar",
offers products at prices which are 25% - 30% lower than the market
price.

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c) Non Store Retailing
In non store retailing, customers do not go to a store to buy. This type
of retailing is growing very fast. Among the reasons are; the ability to
buy merchandise not available in local stores, the increasing number of
women workers, and the presence of unskilled retail sales persons who
can not provide information to help shoppers make buying decisions
The major types of non store retailing are:

(1) In Home Retailing:

Where, a sales transaction takes place in a home setting - including
door-door selling. It gives the sales person an opportunity to
demonstrate products in a very personal manner. He/She has the
prospect's attention and there are fewer distractions as compared to a
store setting. Examples of in home retailing include, Eureka Forbes
vaccum cleaners and water filters.

(2) Telesales/Telephone Retailing:

This involves contact between the consumer and the retailer over the
phone, for the purpose of making a sale or purchase. A large number
of mobile phone service providers use this method. Other examples
are private insurance companies, and credit companies etc.

(3) Catalog Retailing:

This is a type of non store retailing in which the retailers offers the
merchandise in a catalogue, which includes ordering instructions and
customer orders by mail. The basic attraction for shoppers is
convenience. The advantages to the retailers include lover operating
costs, lower rents, smaller sales staff and absence of shop lifting. This
trend is catching up fast in India. Burlington's catalogue shopping was

25
quite popular in recent times. Some multi level marketing companies
like Oriflame also resort to catalogue retailing.

(4) Direct Response Retailing:

Here the marketers advertise these products/ services in magazines,
newspapers, radio and/or television offering an address or telephone
number so that consumers can write or call to place an order. It is also
sometimes referred to as "Direct response advertising." The availability
of credit cards and toll free numbers stimulate direct response by
telephone. The goal is to induce the customer to make an immediate
and direct response to the advertisement to "order now." Telebrands is
a classic example of direct response retailing. Times shopping India is
another example.
(5) Automatic Vending:
Although in a very nascent stage in India, is the ultimate in non
personal, non store retailing. Products are sold directly to
customers/buyers from machines. These machines dispense products
which enable customers to buy after closing hours. ATM's dispensing
cash at odd hours

(6) Electronic Retailing/E-Tailing:

Is a retail format in which retailers communicate with customers and
offer products and services for sale, over the internet. The rapid
diffusion of internet access and usage, and the perceived low cost of
entry has stimulated the creation of thousands of entrepreneurial
electronic retailing ventures during the last 10 years or so.
Amazon.com, E-bay and Bazee.com HDFCSec.com are some of the
many e-tailers operating today. THE WHEEL OF RETAILING Is a
hypothesis that attempts to explain the emergence of new retailing
institutions and their eventual decline and replacement by newer
26
retailing institutions. Like products retailing institutions also have a life
cycle. According to this theory new retailers enter the market as, low
margin, low price,low status institutions. The cycle begins with retailers
attracting customers by offering low price and low service. Over a
period of time these retailers want to expand their markets and begin to
stock more merchandise, provide more services, and open more
convenient locations. This trading up process. Increases the retailers
costs and prices, creating opportunities for new low price retailers to
enter the market. The evolution of the department store illustrates the
"wheel of retailing" theory. In its entry phase, the department store was
a low cost-low service venture. With time it moved up into the trading-
up phase. It upgraded its facilities, stock selection, advertising and
service. The same department store then moves into the vulnerability
phase, because it becomes vulnerable to low cost/low service formats,
such as full line discount stores and category specialists. While the
wheel hypothesis has a great deal of intuitive appeal and has been
borne out in general by many studies of retail development, it only
reflects a pattern. It is not a sure indicator of every change, nor was it
ever intended to describe the development of every individual retailer.

27
RETAILING DECISIONS
There are many factors for retailers to consider while developing and
implementing their marketing plans. Among the major retailing
decisions are these related to (a) Target markets (b) Merchandise
management (c) Store location (d) Store image (e) Store personnel (f)
Store design (g) Promotion, and (h) Credit and collections.

Target Markets:
Although retailers normally aim at the mass market, a growing number
are engaging in marketing research and market segmentation,

28
because they are finding it increasingly difficult to satisfy everyone.
Through a careful definition of target markets, retailers can use their
resources and capabilities to position themselves more effectively and
achieve differential advantage. The tremendous growth in number of
speciality stores in recent years is largely due to their ability to define
precisely the type of customers, they want to serve.

Merchandise Management:
The objective here is to identify the merchandise that customers want,
and make it available at the right price, in the right place at the right
time. Merchandise Management includes (i) merchandise planning (ii)
merchandise purchase, and (iii) merchandise control. Merchandise
planning deals with decisions relating to the breadth and depth of the
mix, needed to satisfy target customers to achieve the retailers return
on investment. This involves sales forecasting, inventory requirements,
decisions regarding gross margins and mark ups etc. Merchandise
buying involves decisions relating to centralized or decentralized
buying, merchandise resources and negotiation with suppliers.
Merchandise Control: deals with maintaining the proper level of
inventory and protecting it against shrinkage (theft, pilferage etc.)

Store Location:
Location is critical to the success of a retail store. A store's trading-area
is the area surrounding the store from which the outlet draws a majority
of its customers. The extent of this area depends upon the
merchandise sold. For example some people might be willing to travel
a longer distance to shop at a speciality store because of the unique
and prestigious merchandise offered. Having decided on the trading
29
area a specific site must then be selected. Factors affecting the site
include, traffic patterns, accessability, competitors' location, availability
and cost and population shifts within the area.

Store Image:
A store image is the mental picture, or personality of the store, a
retailer likes to project to customers. Image is affected by advertising,
services; store layout, personnel, as well as the quality, depth and
breadth of merchandise. Customers tend to shop in stores that fit their
images of themselves.

Store Personnel:
Sales personnel at a retail store can help build customer loyalty and
store image. A major complaint in many lanes of retailing is the poor
attitude of a salesperson. There is a growing trend now, to provide
training to, these sales clerks to convert them from order takers to
effective sales associates.

Store Design:
A store's exterior and interior design affect its image and profit
potential. The exterior should be attractive and inviting and should
blend with the store's general surroundings. The term "Atmospherics"
is used to refer to the retailer's effort at creating the right ambience.
Merchandise display is equally important. An effective layout guides
the customer though the various sections in the store and facilitates
purchase.

Promotion:
Retail promotion includes all communication from retailers to
consumers and between sales people and customers. The objective is
30
to build the stores image, promote customer traffic, and sell specific
products. It includes both, personal and non personal promotion.
Personal communication is personal selling - the face to face
interaction between the buyer and the seller. Department stores and
specialty stores, emphasize this form of promotion. Non personal
promotion is advertising. The media used are TV, Radio, Newspapers,
Outdoor displays and direct mail, other forms of promotion include,
displays, special sales, give always and contests etc.

Credits & Collections:

Retailers are generally wary of providing credit, because of additional
costs-financing accounts receivables, processing forms and bad debts
etc. But many customers prefer some form of credit while purchasing.
This explains the popularity of different types of credit cards and debit
cards.

MAJOR COMPONENTS OF RETAIL SECTOR

The major components of the retail sector are: Food and Grocery, Fast
Moving Consumer Goods (FMCG), Consumer Durables, Apparel,
Footwear and leather, Watches, Jewellery, and Health and Beauty
The anatomy of the retail market has shown that the clothing and
textiles constitutes 39 per cent of the organised retail pie, followed
by food and grocery, which accounts for 11 Percent share of organised
retail market.

31
 Clothing and Textiles
Percentage Share Of Retail
Segments in Total Food and Grocery

Retail Sector Consumer Durable

8 Footwear
3
3 Furniture and
7 Furnishing
39 Catering Services

7 Jewellery and Watches

Books, Music and

8
Gifts
Mobile Handsets
9
5 11
Others

EMERGING TRENDS IN RETAILING

In recent years the nature of retailing has changed dramatically, as
firms try to protect their positions in the market place. Many customers
are no longer willing to spend as much time on shopping as they once
did. Some sectors of retailing have become saturated, several retailers
are operating under high levels of debt and number of retailers after
running frequent "sales", have found it difficult to maintain regular
prices. Retailers are adapting to*the shopping needs and time
constraints of working women, dual earner households and the
increased customer interest in quality and customer service:

32
Shopping Malls:
A growing number of shopping malls are coming up all over the
country. In north India; there seems to be a proliferation of such malls
surrounding Delhi, in places like Gurgaon and Noida. In general they
target higher income customers, with their prestigious specialty shops,
restaurants and department stores.

Factory Outlets:
Manufacturers are opening factory outlets to sell off surplus
inventories and outdated merchandise. This forward vertical integration
gives manufacturers greater control' over distribution, than selling the
merchandise to off price retailers. Mohini knitwear of Ludhiana (Punjab)
and number of woolen and hosiery manufacturers set up their outlets in
Delhi during winters.

Non Store Retailing:

Non store retailing is accelerating at a faster rate than in store
retailing.This includes direct marketing. In Home shopping TV shopping
and e-tailing etc.

Diversification of Offerings:
Scrambled (unrelated products or services) merchandising is taking on
a broader meaning and inter type competition among retailers is
growing. For instance Citibank is organizing tourist trips and sending
mail order catalogues to its credit card customers.

33
Impact of Technology on Shopping Behavior:
The way retailers present their merchandise and conduct their
transactions are changing. Cable TV Channels are used to present
merchandise, Videos have replaced catalogues and computer linkages
to acquire information and make purchases are on the increase.
Multi Channel Retailing:
Traditional store based and catalogue retailers are placing more
emphasis on their electronic channels and evolving into multi channel
retailers, because they can reach new markets and overcome
limitations posed by traditional formats,

34
35
RETAIL TREND IN INDIA
Globally, retail is the largest private industry. However, in India, it is in
its nascent stages. The total retail market is estimated at Rs 900,000
Crores. Organized retail at around 5% is estimated at Rs 28,000
Crores. The organized retail share as per the estimates made by most
consultants is estimated to reach a level of 10% by 2010. In absolute
terms this would amount to Rs 110,000 Crores. Retail is India’s largest
industry, accounting for over 10 percent of the country’s GDP and
around eight percent of employment.
Retailing in India is gradually inching its way to becoming the next
boom industry. The whole concept of shopping has altered in terms of
format and consumer buying behavior, ushering in a revolution in
shopping. Modern retail has entered India as seen in sprawling
shopping centers, multi-storied malls and huge complexes offer
shopping, entertainment and food all under one roof. India represents
an economic opportunity on a massive scale, both as a global base
and as a domestic market. Indian Retail sector consists of small family-
owned stores, located in residential areas, with a shop floor of less
than 500 square feet.
Retailing in India is at a nascent stage of is evolution, but within a small
period of time certain trends are clearly emerging which are in line with
the global experiences. Organized retailing is witnessing a wave of
players entering the industry. These players are experimenting with
various retail formats. Yet, Indian retailing has still not been able to
come up with many successful formats that can be scaled up and
applied across India. Some of the notable exceptions have been
garment retailers like Madura Garments & Raymonds who was scaled
their exclusive showroom format across the country.

FOREIGN DIRECT INVESTMENT (FDI) IN RETAIL

36
The recent clamor about opening up the retail sector to Foreign Direct
Investment (FDI) becomes a very sensitive issue, the most important
factor against FDI driven “modern retailing” is that it is labour displacing
to the extent that it can only expand by destroying the traditional retail
sector. This is because the primary task of government in India is still
to provide livelihoods and not create so called efficiencies of scale by
creating redundancies. As per present regulations, no FDI is permitted
in retail trade in India. Allowing 49% or 26% FDI (which have been the
proposed figures till date) will have immediate and direct
consequences. Entry of foreign players now will most definitely disrupt
the current balance of the economy; will render millions of small
retailers jobless by closing the small slit of opportunity available to
them. Retailing is not an activity that can boost GDP by itself. It is only
an intermediate value-adding process. If there aren’t any goods being
manufactured, then there will not be many goods to be retailed! This
underlines the importance of manufacturing in a developing economy.
Global retailers have already been sourcing from India; the opening up
of the retail sector to the FDI has been fraught with political challenges.
With politicians arguing that the global retailers will put thousands of
small local players and fledging domestic chains out of business. The
only opening in the retail sector so far has been to allow 51% foreign
stakes in single brand consumer stores, private labels, high tech items/
items requiring specialized after sales service, medical and diagnostic
items and items sourced from Indian small sector (manufactured with
technology provided by the foreign collaborations). Parties supporting
the FDI suggest that the FDI in retail should be opened in a gradual/
phased manner, such that it can promote competition and contribute to
the growth of the Indian economy. The impact of the FDI would benefit
the end user of the consumer to a great extent and will help to
generate a decent amount of employment as more and more
37
entrepreneurs would be coming forward to invest and taste the new
generation in retail marketing. The opening of FDI should be designed
in such a way that many sectors - including agriculture, food
processing, manufacturing, packaging and logistics would reap
benefits. The table below lists the pros and cons of allowing FDI into
retail.
BENIFITS OF FDI IN RETAIL
➢ Inflow of investment and funds.
➢ Improvement in the quality of employment.
➢ Generating more employment.
➢ Increased local sourcing.
➢ Provide better value to end consumers.
➢ Investments and improvement in the supply chains and
warehousing.
➢ Franchising opportunities for local entrepreneurs.
➢ Growth of infrastructure.
➢ Increased efficiency.
➢ Cost reduction.
➢ Implementation of IT in retail.
➢ Stimulate infant industries and other supporting industries.
DRAWBACKS OF FDI IN RETAIL
➢ Would give rise to cut-throat competition rather than promoting
incremental business.
➢ Promoting cartels and creating monopoly.
➢ Increase in the real estate prices.
➢ Marginalize domestic entrepreneurs.
➢ The financial strength of foreign players would displace the
unorganized players.
➢ Absence of proper regulatory guidelines would induce unfair
trade practices like Predatory pricing.
38
 ➢ Thus it can be said that this investment boom could change the
face of Indian retail by offering quality goods at lower prices to
the consumers. In addition to this, the presence of global retailers
will further enhance exports from India as they would also source
Indi
➢ goods for their international outlets in a big way leading to a
remarkable increase in Indian exports.
FDI
0
7 in
Years
79
8
9
1
2
3
89
5
6
7
0
1
21
3
4
5
8
retail
5
2
0
allowed
5
0

 Retail sales grew @ 19.6% CAGR for the next 4 years

after the introduction of FDI in 2002

39
SWOT ANALYSISFOR RETAIL SECTOR

KEY SUCCESS FACTORS:

 Price
 Schemes
 Customer Delight
 Availability of all types/brands
 Quality of products

STRENGTHS:
1. Price – Lowest, full value
2. Schemes – innovative, targeting new and potential customers
3. Availability – availability of all items and maximum brands. This is
because of the different perception of customers.
4. Good Customer base and spreading word of mouth – Brand of
5. the future.

WEAKNESS:
1. Non enthusiastic staff at stores.
2. Initial Bad image due to hiccups at launch or long speculation.
3. Quality problems.
4. Communication problems within the organization

OPPORTUNITI
1. The market itself which is growing at very fast rate.

40
 2. The expansion of the city at a fast pace and new centers like City
Centre, Ansal Plaza, Omaxe and numerous other malls coming
up in the city.

THREATS:
1. The competitors are placed very well in the market and their
association with the customers.

2. The credit system provided by the Local stores. Therefore it

becomes difficult for the customer to switch

41
RETAIL APPAREL SECTOR
1. Introduction
Global, apparel market place is now going through a paradigm shift
moving towards increased product differentiation, and customers
becoming more diverse, and demanding. What are the changing
attitudes of apparel shoppers? What are the emerging retail trends?

Global market for apparels has gone

through a rapid transformation in the
recent past. Along with the market, so
has the end user's awareness, and
demand of the various offerings. This
makes competition in the apparel sector tougher. As, the fads keep
changing rapidly, there is no appropriate road map for guaranteed
success in the apparel market. Forecasting the retail apparel market
trends is 'a hard nut to crack' due to the drastic changes in fashion, and
simultaneously the customer preferences. However, based on the
retail, manufacturing, and fashion merchandising business, a few facts
can be predicted to be the forthcoming trends in the retail apparel
market. A few clear trends do emerge based on demographic shift,
societal influences, economic influence, and environmental concerns.

42
2. Development of the Apparel Retail Sector
The Indian’s apparels sector sees high growth, big players from Aditya
Birla, Reliance retail, mark & pantaloons, and future group have earn a
huge profit. This is because of structural changes business of these
companies.
Aditya Birla Nuvo for example, one of the largest players in the
branded clothing space with Rs 1,115-crores in revenue, has effected
changes at the highest level. Second example of Raymond, recorded a
net profit of Rs.6.6 in march quarter against a loss of a 239 crores a
year ago quarter on higher sales from the textile segment. Future
Group owned Pantaloons has earned a net profit of 175.80 million for
the quarter ended September 30, 2010 where as same was at Rs.
438.20 million for quarter ended September 30 2009. Many other
companies have earned a huge profit. These all report shows that the
boom in India for apparel retailers is at very high level. Many
companies planning to open their outlets in large number to capture the
market as like Bharti retail is opening 59 stores in northern India, Bharti
Wal-Mart is expected to open 10 to 15 wholesale locations in the next
three years. India has been ranked as the most attractive nation for
retail investment among 30 emerging markets by the US-based global
management consulting firm, A T Kearney in its 8th annual Global
Retail Development Index (GRDI) 2009. India remains among the
leaders in the 2010 GRDI and presents major retail opportunities.
India's retail market is expected to be worth about US$ 410 billion, with
5 per cent of sales through organised retail, meaning that the
opportunity in India remains immense. Retail should continue to grow

43
rapidly—up to US$ 535 billion in 2013, with 10 per cent coming from
organised retail, reflecting a fast-growing middle class, demanding
higher quality shopping environments and stronger brands, the report
added. These indicate that there are excellent opportunities for the
retail industries to expand their business.

1.1 Modern Retail Store

With the advent of modern retail stores there has been a rapidly
changed behavior of consumer. These modern stores provide good
facilities for their consumer as like service facilities, entertainment,
discount, attractive merchandise display which attract to consumer for
have a look and shop from these stores. Due to modern retail stores
and growth of plastic cards, affluent urban Indian women are shopping
like never before. They spend their morning time for browsing the latest
collection in stores. The women who belong from upper class are
adopting ethnic wears. These are designer clothes that incorporate
Indian motifs, ethnic fabrics, and are a fusion of western and Indian
styles. In urban centre, there are many modern retail store as like
Shoppers stop, Pantaloon, Westside, and lifestyle carries only own
private labels brands. Customer have loyalty towards stores rather than
the brands, these stores have loyalty programme for their customers,
as like Pantaloon has “Green Card” reward programme, Lifestyle has
44
“The Inner Circle” programme and Westside has “Club West”
programme for the customers. These stores keep their eyes open
towards bollywood and the same trend and fashion of clothes to attract
the customer, mostly this is preference of consumer what they want.
Modern retail store sure them self that once the one design of clothe
sold should not be repeated again. This should be changed with the
color and design of apparels as like Pantaloons fresh fashion, they
carries some thing new in their store in for attract the customers, and
also keeps bollywood collections which is recent in trend and
preferences of customers.

1.2 Departmental Store

Departmental stores are still a fairly new retail store concept in India.
They have large contribution total retail sales. These stores are mainly
located in major urban and semi urban centers and along the rural area
to capture more and more customers. They concentrate on selling a
new design of apparels with fashion at less prices in semi urban and
rural areas. Time to time they provide discount to customer to increase
their sales and clear old stock which is not in trend. This is new theory
in retail sector of departmental stores to provide discount to customer.
Due to discount customer expend more for shopping of apparels.
Departmental run promotion inside the store to motivate customer for
buying purposes because of this there have been rapid growth in the
sell of apparels

45
2.3 Traditional Store
The traditional stores sub division of apparels retail stores. It includes
small shop which is located in local market or in rural market and which
unorganized. Such types of store provide apparels in more cheaper
prices than a modern retail stores the reason behind is they purchase
the product from local manufacturer and sell in the market, utilization of
human resources is less in traditional stores. There won’t be more
fashionable apparels and different design. Consumer shop from such
stores because they get in less price and that shop close to there home
which is very convenience for them, even customer can bargain over
there.

2.4 Future Scenario

Apparels sector has been expanded very rapidly since last two years,
the reason behind is changes in standard of living of people, more
income, awareness of new fashion and trend and new generation have
been changed because of social changes and economical changes.
They always seek something new and different than other. Film
industries plays very crucial role to change the behavior and
influencing some new trend. The apparels manufacturer and exporter
who earn 500 million every year by exporting their apparels to foreign
countries.

46
3. Driving Forces for the Changing Retail Apparels Sector
a. Income growth
Departmental store chains are rapidly growing to meet the needs of
more affluent consumers. With rising affluence and education levels,
consumers’ shopping and dressing lifestyles have changed drastically
over the years. Indian, especially in urban areas, prefers to shop in
modern retail outlets, which offer them one-stop shopping options.
However, traditional stores such as local apparels and footpath shops,
which are conveniently located in residential area.

b. Consumer changing behavior

India’s consumer lifestyle has been evolving and changing due to in
part of rising income and education level. High profile international
retailers and the global mass media have also played a hand in
shaping consumer-buying behavior. Foreign owned hypermarkets and
departmental stores are fast gaining popularity in India, attracting
customers with their “one – stop” and “all under one roof” concepts.
Since then, foreign retailers have been expanding rapidly in India.
Indian consumers, particularly those in the 20-40 age groups, who can
afford and are willing to pay for the price of convenience, have a
preference for new designed clothes and styles. In urban people don’t
have time for shopping they ordered the product through internet or
phone in store for the products. India is becoming urbanized. This has
contributed to the development of a country's modern retail sector.

47
c. Urbanization
Increase in urbanization and population has increased the market
density (thus increase in economies of scale of processing and retail
units and decrease in transaction costs). There was an increase of
3.13 million people in the urban areas in 1991-2000.

d. Quality Concern
Together with improvement in education level and increase in income,
Indian are more aware of quality of product, and shifts in shopping
habits towards good quality of the clothes. The people who belong from
middle class or from low income even they shop from store which
provides good quality of clothes to them. Many stores have
international apparels which is very expensive than the in-house brand
of the stores, still customer shop because of the quality of the product.

e. Infrastructure and Advances in Technology

The good infrastructure together with advances in technology in India
has made the rapid rise of supermarkets in India possible. Due to
advance in technology retail stores are maintaining complete record
about their sale of previous month and manage inventory level up to
date.

4. Impacts on Traditional Outlets

Independent apparels shop such as local shops and mini-markets for
apparels gradually closed. Many would attribute this to the emergence
of modern retailing with deparmental and hypermarkets. In 2003,
retailers with an annual turnover of at least the retail business in India
are estimated to grow at 13% from $322 billion in 2006-07 to $590
48
billion in 2011-12. The unorganized retail sector is expected to grow at
about 10% per annum with sales expected to rise from $ 309 billion in
2006-07 to $ 496 billion in 2011-12. This shows that sales of traditional
retail stores will be less than modern retail stores.

5. Impact on cotton Producers

The differences between the hypermarkets marketing channel
compares to the traditional one are as follows: (i) under the traditional
system, the former produces cotton go through various intermediaries,
till reaching consumer in final product gets high but it has been change
because the companies who have their stores in the market they it self
purchase the cotton from farmers and higher than intermediaries and
produces by itself which cost very convenient for the manufacturer as
well as consumers.
(ii) organized retailer are normally formalized in the form of contract
and provide modern equipment and method to farmer for better
production of cotton.
(iii) the transactions between the farmers and the apparels industries
are normally done under contractual terms. As like Wal-Mart directly
purchase the raw materials from the farmers and providing to their
retailers.
(iv) producers or suppliers are subjected to rigorous quality standards
as specified in the contracts. There is no empirical study that has been
carried to evaluate the economic impacts of such arrangement on the
producer as well as on the marketing system in India. The preliminary
observation on this development suggests that invasion of MNCs into
the apparel retailing sector has redefined the supply chain
management. It provides a new market outlet for the producers.

49
7. Characteristics of Apparel retail sector
As apparel retail is led by fashion, a player need to keep a close
watch on fashion industries as they are trend setters. Role of bollywood
in spreading fashion need to understand. Seasonal variation on
stocking pattern and need to inventory at the end of season should be
understood by the apparel retailer. If an item sold from the store retailer
ensures that there should not be repetition of the same. It gets
replaced by the different design, style and color. Importance of store
layout, decoration is very critical. A person visiting to store frequently
likes to see changes in store otherwise he may carry the impression
that stocks are not moving out of the store. Category manager
becomes very crucial function as transformation of design into
production and delivery has to be completed before fashion or fad
changes in the market. Highlights the importance of sale promotions
short term activities which includes trade or consumer to buy now
rather than in future as the value of apparel after the season goes
down, inventory carrying burden turn out to be high apparel retailer
needs to understand critical role of sale promotions.
Attractive promotions includes purchase acceleration, stock pilling and
brand switching the part of consumer which substantially reduces
retailers, financial and inventory risk and consumer’ financial and
psychological risk.

50
SWOT Analysis of Apparel sector
Strength
➢ Post 2005, removal of quota restrictions to give a major boost.
➢ Export target in apparels at USD 50 billion by 2010.
➢ Low per capita consumption in India
➢ Cost competitiveness.

Weaknesses
➢ Fragmented Industry.
➢ Effect of historical government policies.
➢ Technological obsolenscences.

Opportunities
➢ Indian company need to focus on product development.
➢ Increase use of CAD to develop designing capabilities.
➢ Investing in Tred Forecasting to enable the growth of industry.

Threats
➢ Competition in domestic market.
➢ Need to improve working conditions of the people who are
involved in this profession.
➢ Need to revamp consumer consciousness.

COMPANY PROFILE

• INTRODUCTION
• PRODUCT RANGE
51
• STORE BRAND
• COMPETATIOR PROFILE OF PANTALOONS

COMPANY PROFILE

52
PANTALOONS (MUMBAI)
INTRODUCTION
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 market. Headquartered in Mumbai, the
company operates over16 million square feet of retail space, has over
1000 stores across 73 cities in India and employs over 30,000 people.
The company’s leading formats includes 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 bazaar
with aspects of modern retail like choice, convenience and quality and
Central, a chain of seamless destination malls. Some of its other
formats include Brand Factory, Blue Sky, all, Top 10 and Star and
Sitara. The company also operates an online portal, futurbazaar.com.
Future Value Retail Limited is a wholly owned subsidiary of Pantaloon
Retail (India) Limited. This entity has been created keeping in mind the
growth and the current size of company value retail business, led by its
format division, Big Bazaar and Food Bazaar.
The company operates 120 Big Bazaar stores , 170 Food Bazaar
stores, among other formats, in over 70 cities across the country,
covering an operational retail space of over 6 million square feet. As a
focused entity driving the growth of the group’s value retail business,
Future Value Retail Limited will continue to deliver more value to its
customers, supply partners, stakeholders and communities across the
country and shape the growth of modern retail in India.
A subsidiary company, Home Solution Retail (India) Limited, operates
Home Town, a large-format home solutions store, selling home
furniture products and eZone focused on catering the consumer
electronic segment.

53
Pantaloon Retail is the flagship company of Future Group, a business
group catering to the entire Indian consumption space.

MILESTONES
2008 Future Capital Holding s becomes the second group company to
make a successful Initial public offering in the Indian capital market.
Big Bazaar crosses the 100-store mark, making one of the fastest ever
expansion of a hypermarket format anywhere in the world. Total
operational retail space crosses 10 million square feet mark. Future
group acquires rural retail chain, Aadhar present in 65 rural locations.
2007 Future group crosses $1 billion turnover mark. Pantaloon retail
wins the International retailer of the year at US based National Retail
Federation convention in the New York and emerging retailer of the
year award at the World Retail Congress held in Barcelona.
2006 Future capital holdings, the company’s financial is formed to
manage over $1.5 billion in real estate, private equity and retail
infrastructure funds.
2005 Group moves beyond retail, acquires stake in the Galaxy
entertainment, Indus League clothing and Planet Retail. Set up India’s
first real estate investment fund Kshitij to build a chain of shopping
malls.
2004 Central – India’s first seamless mall is launched in the Bangalore.
2002 Food Bazaar, the supermarket chain is launched.
2001 Three Big Bazaar stores launched within a span of 22 days in
Kolkata, Bangalore and Hyderabad.

54
1997 Company enters modern retail with the launch of the first 8000
square feet store, Pantaloon in Kolkata.
1995 John Miller- Formal shirt brand launched.
1994 The Pantaloon shop – exclusive menswear store in franchisee
format launched across the nation. The company starts the distribution
of branded garments through multi-brand retail outlets across the
nation.
1992 Initial Public Offer (IPO) was made in the month of May.
1991 Launch of Bare, the Indian jeans brand.
1987 company incorporated as Manz Wear Private Limited. Launch of
Pantaloon trouser, India’s first formal trouser brand.

IT’S VISION, MISSION AND CORE VALUES ARE:

VISION
Future Group shall deliver Everything, Everywhere, Everytime for
Every Indian Consumer in the most profitable manner.

55
MISSION
Organisation share the vision and belief that their customers and
stakeholders shall be served only by creating and executing future
scenarios in the consumption space leading to economic development.

Organisation will be the trendsetters in evolving delivery formats,

creating retail realty, making consumption affordable for all customer
segments – for classes and for masses.

Organisation shall infuse Indian brands with confidence and renewed

ambition.

Organisation shall be efficient, cost- conscious and committed to

quality in whatever we do.

Organisation shall ensure that their positive attitude, sincerity, humility

and united determination shall be the driving force to make them
successful.

CORE VALUE
Indianness: confidence in ourselves.

Leadership: to be a leader, both in thought and business.

56
Respect & Humility: to respect every individual and be humble in our
conduct.

Introspection: leading to purpose thinking.

Openness: to be open and receptive to new ideas, knowledge and

information.

Valuing and Nurturing Relationship: to build long term relationship.

Simplicity & Positivity: simplicity and positivity in our thought, business

and action.

Adaptability: to be flexible and adaptable, to meet new challenges.

Flow: to respect and understand the universal laws of nature.

Group is to achieve customer satisfaction, through building trust and

confidence in their customers by anticipating, understanding and
meeting in full, customers' needs with a helpful attitude and supportive
behaviour and providing them with consistent quality products and
services.
Organisation will attain this as a team with the full involvement of their
suppliers, employees and partners."
MAIN MOTTO’S OF THE COMPANY
“Rewrite the rules but retain the values”
PANTALOON OPENS FIRST OUTLET IN KOLKATA
Pantaloons fresh fashion retail is largest departmental store chain in
India. At Pantaloon there are extensive range of products and

57
durables, designed to satisfy all shopping needs. Today
PANTALOONS has 1000 stores across 73 cities covering a retail
trading area of 16 million square feet and employs 30,000 employees.
Pantaloons has become the attractive store for customer by providing
the high quality of product and better services than the competitor.
In 1997, since Pantaloons opened their gates to the Indian consumer,
But their Endeavour, by which Pantaloons attracted customer, has
always been to provide a pleasant and delightful shopping experience
for customer, their valued customer. As PANTALOONS fresh fashion
has become modern pioneer the retail revolution in India, by
introducing the DEPARTMENTAL stores, Malls and FACTORY outlets.
Pantaloons fresh fashion attracts more to youth people by providing
them with new trend garments with design. Fresh fashion is word used
with the name of Pantaloons shows that, they have collection of new
trend which is trend.

WHAT PANTALOONS SELL

They believe in presenting their customer with a unique experience that
compliments shopping. An experience that can only be delivered
through valuing customer time and making customer feel special.
These are the values that we have internalized over the last 13 years
to deliver what we call,' Shopping, the Pantaloons.
58
Pantaloons has endless choice of apparels, what makes shopping at
Pantaloons’ so special. New design apparels for men, women and
children with attractive merchandising and pricing of product.
Pantaloons have large number of products such as footwear,
cosmetics, sunglasses, DVDs, watches etc. these are a wide range of
attractive product in stores, giving customer the perfect reason to
indulge in shopping buds at Pantaloons.

PANTALOONS PRODUCT PROFILE INCLUDES THE FOLLOWING:

♦ Cosmetic product
♦ Sun-glasses
♦ Stationary for Kids
♦ Books & Magazines
♦ Office and Home Stationery
♦ Jewellery
♦ Apparel and Fashion Accessories

LOYALTY PROGRAM
Green Card is passport to a whole new world of exclusive benefits and
privileges.
Benefits 7 Star 5 Star 3 Star 1 Star
Discounts on 10% 7.5% 5% Gift Voucher
all ofRs.200/ on
Purchases new
enrolment

59
Upgrade Upgrade kit Upgrade kit Upgrade kit Welcome kit
enrolment
Add-on card 2 2 1 1
to family
members
End of Yes Yes Yes Yes
season sale
preview
Green Yes Yes Yes Yes
Channel
Green Drop Yes Yes No No
Green 90 days 60 days 60 days 30 days
Exchange
Green Yes Yes Yes Yes
Service
Desk
Green offers Yes Yes Yes Yes
& Promotion
Green Card is one type of discount card the customer. If any customer
wants to be member of Pantaloons he/she has to pay Rs.100 for
enrolment, after enrolment customer gets Rs.200 gift vouchers which
can redeem on purchase of Rs. 599 on private label brands.
Pantaloons provides additional discount of 5% to their member on
every Friday.

60
STORE BRAND
Pantaloons to further its leading market position has developed its own
brand, soft product such as Men apparels, Women apparels, Children
apparels, soft toys, Stationary, Books & Magazine and Cosmetics etc.

61
In Men apparels they have brands like John Miller, Lombard, Celio,
Scullers, Rig, Turtle, F Factor, Ajile, All, Shapes, Jealous, JM Sport,
Jockey, Indigo Nations, Jockey, UMM, Tommy Hilfiger, Turtle, Spykar,
Rangmanch, Aakriti, Biba, Triumph, Rig, Ajile, Honey, Enamour, 109F,
And, Bare. These all brands have good images on customers. There
are trust towards of brand by customer because of quality, fashion
oriented of Pantaloons.

HOW THE FOUR P’S SHOULD BE THERE FOR PANTALOONS TO

OPERATE BETTER IN THE MARKET:

PRICE EQUIVALENT TO THE MARKET

62
PROMOTION STRONG AND AGGRESSIVE

PLACE EASILY ACCESSIBLE AND NEAR TO

RESIDENTIAL AREAS

PRODUCTS GOOD QUALITY

These are the 4 P’s which has been explained as above, when it
launches itself into the market and for the better and fast growth
prospects of PANTALOONS (MUMBAI).

SWOT Analysis
Strength:
➢ Pantaloons Retail is the first retail chain with pan India presence.

➢ Maximum number of formats to cover most of the consumer

classes.
➢ Strong supply chain mechanism.

63
 ➢ Higher bargaining power due to maximum number of stores,
higher customer footfalls and covering most type of formats.
➢ Green card loyalty program which ensure loyalty of customer and
helps in maintaining cordial relationship.
➢ Human Capital- attracting the most talented pool from best
business school across India.
➢ Shopping experience is customized according to store formats.
Like Big Bazaar had Indian bazaar like appeal whereas Central
which is into lifestyle segment gives altogether different
experience.
➢ Understanding of fashion- After studying Indian market
excessively and then delivering the products. For example:
certain colors have more influence in a particular region, so
merchandise would have more of those colors.
➢ Unique Discounting/ Markdown – Special discount during
independence and Republic days which attracts more number of
customer than any other stores.
➢ Private label brands like John Miller, Bare, UMM etc consider as
national brand and performing well.
➢ Trained customer relationship agents to guide customers.

Weakness:
➢ Shrinkage rates are higher than industry norms.
➢ Store renovations of older stores not done.
➢ Low employees retention levels at shop floor level due to
better pay package by competitors.
➢ Merchandise and product focus not consistent and clear.

Opportunities:

64
 ➢ Geographical expansion: Untapped market in the terms of tier
II and tier III cities.
➢ Untapped segments such as ethnic wear, Organic cotton wear
etc.
➢ Stand alone store of other brands like Bare, UMM etc.
➢ More effective online shopping for garments.
➢ Getting license agreement of smaller regional brands.
Threats:

➢ Economy slowdown and scanty rainfall which has major

impact on Indian Economy. Consumer spending on non-
essential fashion items, garment etc have been reduced
significantly.
➢ Competitive rivalry in the industry Shoppers Stop, Lifestyle,
Globus, Westside etc.
➢ Foreign players like Carrefour, Tesco, Walmart lined for their
Indian operations.
➢ Increase cost of raw material, power and transportation.
➢ Delay in store delivery – due to increased price and economic
slowdown, the infrastructure sector in India is affected and
hence the construction of few malls have been halted or slow
down.
COMPETITOR PROFILE OF PANTALOONS

65
LANDMARK GROUP
Lifestyle International (P) Ltd. opened its first Lifestyle store in India in
1999 and in a little over a decade has come to be recognized amongst
leading retail companies in the country. It is a part of the prestigious
USD 3.2 billion Landmark Group (Dubai). Positioned as a trendy,
young, colorful and vibrant store, Lifestyle offers consumers not just the
ease of shopping but also provides for an enjoyable shopping
experience. Each Lifestyle store brings together five concepts under
one roof – Apparel, Footwear, Children Wear & Toys, Household &
Furniture and Health & Beauty; offering a convenient one-stop shop
and a choice of over 350 national & international brands.

LOYALTY PROGRAM
The Inner Circle
Landmark Group’s Loyalty program allows members, to enjoy
exclusive benefits and privileges such as reward points and exciting
offers. The Inner Circle is today recognized amongst the leading
Loyalty Program in the country with a member base of over 1.1 million.
The card is accepted across all Landmark Group’s umbrella of brands
in India including Lifestyle, Home Centre by Lifestyle, Max Fashion,
Splash, Bossini, SPAR hypermarket, Polynation food court, Gloria
Jean’s Coffees & The Yellow Chilli chain of restaurant.
Awards
➢ ‘Most Respected Company in the Retail Sector’ by Business
World – IMRB in 2003 and 2004.
➢ ‘ICICI – KSA Technopak Award for Retail Excellence’ in 2005
➢ Lycra Images Fashion Awards for the ‘Most Admired Large
Format Retailer of the Year’ in 2006.
➢ ‘Reid and Taylor’ Retailer of the Year award for the year 2006

66
 ➢ Most Admired Retailer of the Year – Department Store’ from
Images Retail in 2008
➢ Most Admired Retailer of the year award in Home & Interiors
Category for Home Centre by Lifestyle from Images Retail in
2009

Present across major metros in India, Lifestyle is rapidly expanding its

footprint across the country with 22 stores. It is currently present in
Ahmedabad, Bangalore, Mangalore, Jalandhar, Chennai, Delhi,
Hyderabad, Jaipur, Noida, Gurgaon, Mumbai, Pune and Kanpur.

Home Centre by Lifestyle is present in Gurgaon, Bangalore, Mumbai,

Noida, Pune, Chennai and Hyderabad with 11 stores.

K Raheja Group
Shoppers Stop Limited is a chain of retail stores in India. The company
host of many international & domestic brands across various
categories such as apparel, accessories, cosmetics, home &
kitchenware as also its own private brands. Shoppers Stop started in
October 27, 1991 with its first store in Andheri, Mumbai. From it

67
inception, shoppers stop has progressed from being a single brand
shop to becoming a Fashion & Lifestyle store for the family. Today,
Shoppers Stop is a household name, known for its superior quality
products, services and above all, for providing a complete shopping
experience. With the immense amount of expertise and credibility,
Shoppers Stop has become the highest benchmark for the Indian
industry. Company’s continuing expansion plans aim to help Shoppers’
Stop meet the challenges of the retail industry in an even better
manner that it does today.

LOYALTY PROGRAM
First Citizen
Shoppers stop’s customer loyalty program which is called First Citizen.
The program offers its member to its members an opportunity to collect
points and avail of innumerable special benefits, Currently, Shoppers
Stop has a database of over 2.5 lakh member who contribute to nearly
50 % of the total sales of Shoppers Stop.

Awards
➢ Most admired departmental stores chain at IRF 2010 award
ceremony.
➢ Retailer of the year- Fashion & Lifestyle at the Asia Retail
Congress in 2009.
➢ ‘Best Visual Merchandising’ Award at the VMRD retail design
award in 2009
➢ ‘Prestigious Loyalty’ award for customer & brand loyalty in
retail sector’ 2010 at the 3rd loyalty summit.

68
 ➢ Brand of the year for its STOP Ladies ethnic wear in 2008 &
2009.
➢ ‘The Most Admired Fashion Retail Destination of the Year’ in
2010.
➢ ‘Most Admired Large Format Retailer’ award by Gini & Jony
and the ‘Most Admired Partner’ by Gili.

TATA GROUP
Westside stores have numerous departments to meet the varied
shopping need of customers. It was established in 1998 as part of
TATA GROUP. These includes Menswear, Women’s wear, Kid’s wear,
Footwear, Cosmetics, Perfumes and Handbags, Household
accessories, and Gift. The company has already established 49

69
Westside departmental stores (measuring 15,000-30,000 square feet
each) in Ahmedabad, Bengaluru, Chandigarh, Chennai, Delhi,
Gurgaon, Ghaziabad, and Noida, Hubli, Hyderabad, Indore, Jabalpur,
jaipur, Kanpur, Kolkata, Ludhiana, Lucknow, Mangalore, Mumbai,
Mysore, Nagpur, Nashik, Pune, Raipur, Surat, Vadodara, and Jammu.
The company hopes to expand rapidly with similar format store that
offer a fine balance between style and price retailing.

Loyalty Program:
An assured return and exchanged policy reinforces customer in the
chain. Another winning Westside idea is Club West, a customer loyalty
program launched in May 2001. The 30,000 – plus customer gets
rebates at restaurants and on holidays packages from Taj Group of
Hotel, home delivery of alterations, and best of all, special shopping
hours on the first day of any discount sales event organized by chain.

Awards:
➢ Asia Retail Congress 2008 ‘Retailer of the year’
➢ ‘Private Label’ award, an honour bestowed by the Retail
➢ Image Retail Awards of 2009.

70
Globus
Globus stores launched in January 1998, Globus is part of Rajan
Raheja group. The company opened its first store in 1999 at Indore
followed by the launch of its second store in Chennai. The flagship
store in Mumbai was opened on 1st November 2001 followed by a
swanky new outlet in New Delhi in South Extension. The sixth &
seventh stores in Bangalore. The eighth store in Ghaziabad at Shipra
Mall followed by the ninth, tenth and eleventh in Kalaghoda, Mumbai,
Thane, Ghaziabad, twelth store at Kanpur and thirteenth store in
Ahemdabad & fourteenth store in Lucknow. As of May 2008, Globus
has opened its 24th store in Nagpur and journey continues.

71
Loyalty Program
The Globus Privilege Club card, based on the concept instant
gratification has ensured 100% card to benefit ratio. Member are
immediately rewarded for the purchase at any of the Globus store, in
addition to host of other privileges such as exclusive tie ups,
promotions and special shopping hours.Globus offers two different card
categories, each with it own benefit

72
Customer Satisfaction
73
INTRODUCTION
Satisfaction is a consumer’s post-purchase evaluation of the overall
service experience. It is an affective reaction in which the consumer’s
needs, desires and expectations during the course of the service
experience have been met or exceeded. Satisfaction in this sense
could mean that a supermarket has just barely met the customer’s
expectations, not exceeded nor disappointed those expectations. The
benefits of taking the customer’s response beyond satisfaction at this
level by exceeding expectations, is a competitive strategy many
retailers aspire to achieve. There is a recurrent struggle for existence
and survival in the wake of deep competition, drastically changing
customer attitudes and expectation levels. The study would enable me
to understand the impact of various factors that influence a consumer’s
shopping behavior in a departmental store. It would also help in
knowing the magnitude and direction of movement of these factors
amongst each other. These factors have been divided into three
heads- Store, Situation and Shopper factors.

Why Organizations Focus on Customer Satisfaction

74
Businesses monitor customer satisfaction in order to determine how to
increase their customer base, customer loyalty, revenue, profits,
market share and survival. Although greater profit is the primary driver,
exemplary businesses focus on the customer and his/her experience
with the organization. They work to make their customers happy and
see customer satisfaction as the key to survival and profit. Customer
satisfaction in turn hinges on the quality and effects of their
experiences and the goods or services they receive.

What is Customer Satisfaction?

The definition of customer satisfaction has been widely debated as
organizations increasingly attempt to measure it. Customer satisfaction
can be experienced in a variety of situations and connected to both
goods and services. It is a highly personal assessment that is greatly
affected by customer expectations. Satisfaction also is based on the
customer’s experience of both contact with the organization (the
“moment of truth” as it is called in business literature) and personal
outcomes.

1) Occupation of the consumer.

75
 Occupation of the No. of Consumer
consumer
Business 60
Service 30
Housewife 20
Others 10

Interpretation:- The above graph shows that most consumers are

belong to Business group, and 30 consumers are servicemen rests of
consumers are housewife and others

2) Income group of consumer.

Income Group No. Of Consumer

Less then Rs.5000 p.m. 5

More than Rs. 5000 & less than Rs. 10,000 25
P.M.
More than Rs. 10,000 & less than Rs. 60
15,000 P.M.
More than Rs. 15,000 P.M. 30

76
Interpretation:-
From the above histogram it is the clear that the sample size made
from 4.16% are from whose monthly income is less than 5000 Rs PM.
20.83% from more than 5000 but less than 10000 Rs. 50% customer
from more than 10000 but less than 15000 Rs. 25% customer from
whose monthly income is more then 15000

3) Information source of Pantaloons

Source of Information No. Of Customer

Print Media 70
Exibation & fair 5
Neighbor & Relative 30
Local Cable network 15 Interpretation:-
According to above
histogram 58.33% customer knew about the pantaloons from print
media, 4.16% from fair, 25% from neighbor & relative & remaining
12.5% knew from local cable network.

77
 4) Frequency to visit to Pantaloons

Fr
N
5
2
e
o.
to
30
W
q
Of
3
ee
u
C
M
60
ti
kl
e
u
Af
25
on
ym
te
n
st
thl
e
cy
o
ry
in
to
m
2
a
Vi
er
to
w
si
3
ee
t
M
kon
th
Interpretation:- from the survey of 120 customers, major 50%
consumer are visit to pantaloons store monthly. 25% weekly 20.83%
after 2-3month & remaining 4.16% customers are visit to pantaloons
store 2-3 time in a week.

78
 5) Purchasing product Every Visit From Pantaloons

Response No of Customers
Yes 115
No 5

Interpretation:-most of the customer i.e. 95.83% customers are

purchase something every time when they visit to pantaloons.

79
 6) Knowledge of Various Product of Pantaloons

Response No. of
Customers
Yes 90
No 5
Only few 25

Interpretation:-from the survey of 120 customers, major chunk that is

75% consumer knew, 21% consumer knew about only few, & 4%
consumer are not know about various product of pantaloons.

80
 7) why you give preference to pantaloons

Reason No of customer
Good services 50
Cost efficient 40
Availability of product 20
Easily available 10

Interpretation:-above chat 41.86% customer prefer pantaloons due to

its good services, 33.37% due to cost efficient, 16.67% due to
availability of every product under a roof & remaining, 8.83% are prefer
Pantaloons due to easily available of required product

8) From which Pantaloons mall you prefer to purchase mostly

Location No of customer
Milan Mall 20
Phonix Mill 60
R Mall 10
Mega Mall 30

Interpretation:- there are 4 pantaloons mall situated in different area of

Jaipur most of the consumer i.e. 50% of the customer are purchase
from gaurav tower branch,25% from mansurover branch,17% from

81
vaishali nagar branch remaining 8% are purchasing from adarsh nagar
branch of sprncer.

R
N
es
o.
B
70
p
of
G
30
ett
o
c
15
A
oo
er
n
u
9) Your thinking about the services provided by employees
5
N
ve
d
se
st
ot
ra
o
sa
ge
m
Interpretation:-from the survey most of the consumer i.e. 58.33% think
tis
er
that employee provide better services, 25% think employee provide
fa
good services,12.5% think that employee provide avg. service,& 4.16%
ct
think that need to improvement in services.
or
y
10) Pantaloons give offer time-to-time YES/NOT (if YES than) in
which offer you prefer to purchase?

Offer No of customer
Off on print price 60
Buy one get one 40
Lottery coupon offer 10
Others 10

82
Interpretation:-From the survey,50% consumer prefer to purchase from
Pantaloons due to off on print price, 33.33% due to buy one get one
free & 8.33% due to lottery coupon offer.

11) Price of product in Pantaloons are appropriate as compare

to other retail store

Response No of customer
Yes 118
No 2

Interpretation:- From the survey, Most of the customers i.e.

98.33%customers are think that price of product in Pantaloons are
appropriate as compare to other retail mart.

12) Say about the billing process of Pantaloons

Response No of customer
Attractive 80
Good 20
Average 15
Need to improvement 5

83
Interpretation:-Above chart show that 66.67% customers are say that
billing process of pantaloons is attractive, 16.67% say that good, 12.5%
say that average and 4.16% say that need of improvement.

FINDING
It is the findings of survey that was done for the project that brings the
whole core of the project.

➢ Most of people are aware of the Pantaloons.

➢ When it comes to the CSR (customer sale representative) service
most of customers of Pantaloons are much happy with their service
quality.
➢ Most of people like the private label product of Pantaloons that are
due to quality and price of product is low in compare to market.
➢ According to customer perception the price of “apparels and hard
products” the price is less than other competitor.

It is found in the survey that most of customers are suspect able to

change their service provider given better deal in terms of “Price” and
“Value added service”.

84
SUGGESTION
1. Packaging should be eco-friendly.
2. Delivery of Pantaloons products should be on time.
3. Servicing should be improved.
4. Proper inspection of all branches should be there.
5. Company should have to reduce price of some product etc.
6. There should be proper and continuous benchmarking, so the
chances of price & quality higher than others will be reduce.
7. CSR should be more attentive so that they can solve more
queries of customers and tell them about the offers and scheme
of different products.
8. PCM (price change master) should be update properly and
system should show.
9. Offer simple choice by memorandum weekly and informed by “e”
and mobile [what in store and what is new].
10. Call back to customer and tell them what we have done for their
suggestion and compliant, those have written their views/
compliant about the service.
85
 11.There should proper coordination between marketing and
operation person the promos what they are giving, so there
should be no confusion between customer and operation person.
12.Offering more attractive Promotional schemes.

APPENDIX
Questionnaire
Customer Satisfaction at Pantaloons in Mumabai

Name: ………………………… Address: ………………………..

Age: ………………………… Tel. No.: ………………………
Occupation……………………. …. Sex………………………..
A) Service b) Business c) Housewife

Q. 1 income group
a) Less than Rs. 5000 P.m.
b) More than Rs. 5000 & less than Rs. 10,000 P.M.
c) More than Rs. 10,000 & less than Rs. 15,000 P.M.
d) More than Rs. 15,000 P.M.

Q.2 How did you know about the product?

a) Print Media b) Exhibition of Fair
c) Dealers & Suppliers d) Local cable Network

86
Q. 3 what is Your Frequency it visit to Pantaloons mall?
a) 2-3 time in a week b) Weekly
c) Monthly d) After 2-3 Month

Q. 4 Do you Purchase something every time?

a) Yes b) No

Q. 5 Do you know about various product of Pantaloons?

a) Yes b) No

Q. 6 Which product you like most of Pantaloons?

a) Cloths b) Cosmetics
c) Sports & Toys e) Footwear and Other

Q. 7 why do you prefer Pantaloons?

a) Good Services
b) Cost efficient
c) Availability of every product under a roof
d) Easily available

Q. 8 From which Pantaloons you prefer to Purchase mostly?

a) Mega Mall b) Milan Mall
c) Phonix Mill d) R Mall

Q. 9 what do you think about the services given by the employee?

a) Better b) Good
c) Average d) Not Satisfactory

Q. 10 Do the Pantaloons give various offer time to time? If yes/ then

which type offer you prefer to purchase from Pantaloons? (Yes/No)
87
 a) Off on Print Price
b) Buy one get one free
c) Lottery Coupon offers
d) Others
Q.11 At the time of purchase if any product is not available you would-
a) Wait for it
b) Go for another branch of Pantaloons
c) Purchase from other retail mall
d) Go at local Market

Q.12 Are price of product in Pantaloons are appropriate as compare to

other Retail Mart?
a) Yes b) No

Q. 13 what do want to say about the Billing Process of Pantaloons?

a) Attractive b) Good
c) Average d) Needs Improvement
Q. 14 your suggestion
…………………………………………………………………………………
………

88
CONCLUSION
The research has done on the study of view of consumers about
Pantaloons product. Some customer is not satisfied with the price of
products. Thus this study provides the overall view of consumer about
PANTALOONS product.
In the Retail market Pantaloons has better image in
consumers mind. Everyone likes to shop here. Pantaloons
provide apparels which are in the trend with affordable prices.

In the Indian retail market many players like Globus,

Lifestyle, Westside, are here. Pantaloons make good brand
name among this market. After having tough competition in
retail market Pantaloons product range and display of the
products is much better as compare to other retail store and if
they want to catch more customers then they have to work on
promotion activities and they have to provide training to
employees, employees have be friendly with customer.
Pantaloons has very good appearing shop. Customers are very
interested to come in Pantaloons due to its good service and
new design apparels collections.

89
BIBLIOGRAPHY

Books Author
Marketing management Philip Kotler
Research methodology Kothari C.R.

Magazine & News Paper

Business World
Economic Times

Website
www.slideshare.net
www.scibd.com
www.Fibre2fashion.net

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