GLOBUS STORES PVT.LTD.

LUCKNOW
PROJECT TITLE: COMPARATIVE STUDY OF
IN-HOUSE BRAND PRODUCTS AND OTHER BRAND PRODUCTS IN GLOBUS

UNDER THE GUIDANCE OF: Mr.Hredesh Pal (Floor Supervisor)

SUBMITTED TO: Mr. Sunit(HR) (HR Globus Stores Pvt.Ltd, Lucknow)

SUBMITTED BY: Ujjawal singh (IIMT,Gr.Noida)

ACKNOWLEDGEMENT

I take the opportunity to express my gratitude to all of them, who in some or the other way helped me to accomplish this project. The comparative study cant be completed without their guidance, assistance inspiration and co-operation.

I particularly owe my gratitude toMr. Mohammad Taufeeq (Store Manager), and Mr.Sunit (HR)

I also take this opportunity to express my sincere gratitude to my guide Mr.Hredesh Pal (Floor Supervisor) for his guidance in getting my project completed.

Ujjawal singh (IIMT,Gr.Noida)

DECLARATION

Project Title Comparative study of in-house brand products and other brand products in Globus has been completed by me under the guidance of Mr. Hredesh Pal

It is the original project and the respondents are original and I have followed all the guidance of the company.

It is further subjected that the questionnaire has been filled by the respondent in my presence only.

The compilation of all information and data are accurate. If it is found that anything is wrong or any respondent is false then company can take any penal action against me.

Ujjawal singh Gr.Noida)

(IIMT,

INTRODUCTION TO TOPIC

As I have the title Comparative Study of in-house brands products and other brand products in Globus. In this I have to analyze the comparative sale, awareness of brand Globus and brand loyalty of customers. Their thinking about the in-house brand products and other brand products. Are they aware of the brand Globus or not? If, yes why they like to shop from Globus? Customers are major source of earning for the company .So it is necessary to know about their need and how can we give them Value for Money. So I am trying to know what product they like to shop from Globus and what lacks in Globus.By knowing all these we can increase footfall and will also help in enhancing the sale. All too all my motive was to know what product they like in Globus either it is in house brand product or other brand, why they like Globus and sometimes why not? So that we can increase the stock and provide our customers better service & satisfaction.

OBJECTIVE

The study tends to follow and achieve specific objective The objectives of this particular study are:-

To find out the comparative sale. To know about the preference given by the customers towards in-house & other brand products. To know how can we provide better service and satisfaction. To know what lacks in Globus.

RESEARCH METHODOLOGY
.

RESEARCH DESIGN

Despite the difficulty of establishing and entirely satisfactory classification system, it is helpful to classify projects on the basis of the fundamental objectives of the research, consideration of the different types, their applicability, their strength and weakness will help the researcher to select the best suited specific problem.

The two general types of research are:1. Exploratory Research Design 2. Conclusive Research Design

Exploratory Research:-

In well established fields of study, hypothesis usually is drawn from ideas developed or glimpsed in previous research studies or is derived from theory. Research could be then used to determine if the hypothesis was correct. Too little is known, however, about consumer reaction to marketing stimulate to permit the formulation of

sound hypothesis in many specific situations. As a result, much marketing research is of exploratory in nature; emphasis is places on finding hypothesis relative to new products or marketing practices that can be changed profitably.

Conclusive Research:-

Conclusive Research provides information that helps the executives make a rational decision. In some instances particularly if an experiment is run, the research in many come close to specifying the precise alternative to choose; in other case, especially with descriptive studies, the research will only partially clarify the situation, and much will be left to executives judgment. Conclusive research studies can be classified as either descriptive or experimental.

RESEARCH DESIGN

EXPLORATORY:

A) Search of Secondary Data

B) Survey of knowledgeable person C) Case study

CONCLUSIVE:

A) Descriptive Research B) Case study C) Statistical study D) Experimentation

RESEARCH INSTRUMENT

Sampling Unit Mall Visitors

Sample size
The sample size chosen was 100.

Sampling Method
The sampling method was stratified random sampling (On the basis of age). The Questionnaire was framed in such a way to get continue response. The questionnaire was in close ended form and some were open ended.

Hypothesis I have taken the hypothesis that most of the persons like in-house brand products of Globus.

EXECUTIVE

SUMMARY

COMPARATIVE STUDY OF IN-HOUSE BRAND PRODUCTS AND OTHER BRAND PRODUCTS IN GLOBUS

1. Are you aware of the brand Globus?

(a) Yes (68%)

(b) No (32%)

INTERPRETATION: I HAVE SURVEYED IN 3 MALLS i.e SAHARAGUNJ MALL,FUN MALLAND WAVE MALL.MOST OF THE RESPONDENTS KNOW ABOUT GLOBUS BUT IN SAHARAGUNJ MALL 80% OF RESPONDENTS DONT KNOW ABOUT GLOBUS.THIS MEANS GLOBUS REALLY NEED PROMOTION.

2. You like to shop from Globus because of its (a) Price (11%) (c) Durability (8%) (e) Brand (8%) (b)Design (32%) (d)Quality (41%)

INTERPRETATION:SO, FROM ABOVE DATA IT IS CLEAR THAT MOST OF THE CUSTOMERS LIKE TO SHOP FROM GLOBUS BECAUSE OF ITS PRICE AND AT THE SAME TIME OUR MERCHANDISERS ARE GOOD ENOUGH TO MAKE GOOD DESIGN .BUT HERE THE DURABILITY ,BRAND AND PRICE ARE A MATTER OF CONCERN.

3. What attracts you to visit Globus? (a)Display (28%) (c)Variety (28%) (b) Service (6%) (d) Offer (38%)

INTERPRETATION: FROM THE ABOVE DATA OFFER ATTRACTS MOST OF THE CUSTOMERS TO VISIT STORE WHICH WILL RESULT IN INCREASING THE FOOTFALL AND ALSO THE CONVERSION.DISPLAY AND VARIETY ALSO PLAYS AN IMPORTANT ROLE TO PULL THE CUSTOMER.BUT SERVICE IS NOT PLAYING GOOD ROLE TO ATTRACT THE CUSTOMERS.

4. Which product you like most in Globus? (a) Denims (16%) (c) Formals (15%) (e)Casuals (29%) (b) Top (22%) (d) Indian wear (18%)

INTERPRETATION: MOST OF THE RESPONDENTS LIKE CASUAL WEAR &TOPIN GLOBUS.MOST OF THE CASUALS&TOP ARE IN-HOUSE PRODUCTS.SO THIS SHOWS THAT CUSTOMERS LIKE TO PURCHASE GLOBUS BRAND PRODUCTS.BUT FORMALS THEY DONT LIKE TO PURCHASE ON QUESTIONING MOST OF THEM ANSWER THAT THEY LIKE TO PURCHASE FORMALS FROM WESTSIDE OR SHOPPERS STOP.

5. Do you know the brand f21 of Globus? (a) Yes (what)(19%) (b)No (81%)

INTERPRETATION: HERE AGAIN THE PROMOTION IS NEEDED .81% OF THE RESPONDENTS DON,T KNOW ABOUT F21.SOME WHO KNOWS THE BRAND SAYS THAT F21 MEANS FEMALE 21 AND ABOUT 3-4 PERSONS SAID THAT ITS FASHION21.

6. In other brand which brand you would like to prefer most? (a) Spyker (53%) (c) Deal (15%) (b)Upper-class (14%) (d) Any other (18%)

INTERPRETATION: IT IS QUITE CLEAR FROM THE DATA THAT MOST OF THE CUSTOMERS LIKE THE SPYKER.THE REASON SOME OF THE CUSTOMERS SAID BEHIND THIS IS ITS FABRIC,STYLE AND BRAND.INANY OTHER THEY MOST OF THEM PREFER PEPE AND FLU.SO, THE TIE UP FOR THE COMPANY SHOULD BE WITH FLU JEANS.

7. According to you which store is the biggest competitor of Globus? (a) Westside (26%) (c) Spencers (13%) (b) Pantaloons (38%) (d) Shoppers stop (23%)

INTERPRETATION: AGAIN THE FUTURE GROUP GIANT PANTALOONS IS ON TOP.SECOND BIGGEST COMPETITOR ACCORDING TO RESPONDENTS IS WESTSIDE.SHOPPERS STOP IS THE THIRD MOST COMPETITOR.AGAIN HERE THE BRAND WON.

8. Brand plays an important role in buying decision? (a) Strongly Agree (19%) Neutral ( 27%) (13%) (b) Agree (41%) (d) Disagree

INTERPRETATION: MOST OF THE RESPONDENT AGREE THAT BRAND PLAYS AN IMPORTANT ROLEIN BUYING DECISION.SO BRAND PROMOTION IS NEDED FOR GOOD SALE AND IT CREATES A FAITH IN THE MIND OF CUSTOMER.THATS WHY IN THE ABOVE QUESTION PANTALOONS IS THE BIGGEST COMPETITOR.SOME OF THE RESPONDENT ARE DISAGREE THAT BARAND PLAYS AN IMPORTANT ROLE .THEY SAID ITS QUALITY WHICH PLAYS AN IMPORTANT ROLE IN BUYING DECISION.

9. In your view what makes the brand successful? (a) Pricing ( 11%) (c) Quality (37%) (e) Promotion (28%) (b) Service (16%) (d) Variety (8%)

INTERPRETATION: FROM THE ABOVE DATA IT IS CLEAR THAT QUALITY MATTERS A LOT IN MAKING THE BRAND SUCCESSFUL.SECOND IMPORTANT THING THAT MAKES THE BRAND SUCCESSFUL IS PROMOTION.SO IF A COMPANY TRIES TO MAINTAIN THE BALANCE BETWEEN QUALITY AND PROMOTION THEN THE BRAND WILL AUTOMATICALLY BE SUCESSFUL.

10.Do you think that the product of brand Globus are better in quality in comparison to other brands? (a) Strongly Agree (18%) Neutral (18%) (d)Strongly Disagree(13%) (e) Disagree (20%) (b) Agree (21%)

INTERPRETATION: IN THE ABOVE QUESTION THERE WAS MIX RESPONSE FROM THE RESPONDENT SIDE .21% OF THE RESPONDENT AGREED THAT GLOBUS BRAND PRODUCTS ARE BETTER IN QUALITY THAN THE OTHER

BRAND. 20% DISAGREE ON THIS.TO THE ALL WE CAN SAY THAT GLOBUS NEEDS TO IMPROVE ITS QUALITY.

11. Where do you find the product of brand Globus in terms of its (1)Price (2) Design (3)Variety (4) Quality (a) Good (35%) (c) Average (32%) (11%) (b) Excellent (22%) (d) Below Average

INTERPRETATION: ALTHOUGH FROM THE ABOVE DATA 35% RESPONDENTS THINK THAT GLOBUS BRAND PRODUCTS ARE GOOD IN TERM OF ITS PRICE ,DESIGN,VARIETY &QUALITY.22% SAID THAT ITS EXCELLENT.BUT STILL 11% SAID THAT GLOBUS BRAND PRODUCTS ARE BELOW AVERAGE.ON ASKING SOME OF THEM SAID THAT IT DOESNOT MAINTAIN THE BALANCE BETWEEN QUALITY AND PRICE.

12. According to you what lacks in Globus? (a) Dont have variety (11%) (42%) (c) Color Options (e) Any other (8%) (24%) (b) Size Problem (d) Price (15%)

INTERPRETATION:SIZE PROBLEM IS THE BIGGEST PROBLEM IN GLOBUS .COLOR OPTIONS ARE ALSO LIMITED .THATS WHY MOST OF THE CUSTOMERS GO BACK WITHOUT PURCHASING .SO WE HAVE TO THINK ABOUT THESE TWO PROBLEMS.BESIDES THESE SOME

RESPONDENT SAID THAT GLOBUS DIDNT GIVE VALUE MONEY .ITS PRICE IS QUITE HIGH IN COMPARISON TO ITS QUALITY.

SYNOPSIS
Project Title . Comparative Study of In-house brand products &other brand products in Globus

Objective

To know the comparative sale and preference given by the customers towards in-house and other brand products

Guide

Mr.Hredesh Pal

Area of Research

Lucknow Malls

Sample Size

100

Methodology

Stratified Random Sampling

Sampling Tool Submitted To

Questionnaire Mr.Sunit (HR Globus, Lucknow)

FINDINGS

In the research I found that: 1. Most of the respondents were not aware of the brand Globus. So Globus need brand promotion. 2. Customers like to shop from Globus because of its quality and most important design.

3. Offer plays an important role to pull the customers inside the store. 4. Casuals and top are the most demanding product of Globus.Most of the top &casuals wear are in-house brand product so customers are loyal to the brand Globus.

5. Many of the respondents were not aware about the brand F21 of Globus. So Globus really need promotion. 6. Spyker is the most demanding brand among customers. In other brand they prefer to buy Flu or Pepe denims.

7. Majority of respondent said that biggest competitor is the future group giant Pantaloons Retail Ltd.So to beat its

competitor Globus has to maintain balance between quality and price.

8. 41% of the respondent said that brand plays an important role in buying decision. So, again brand is an important factor and brand needs promotion. Brand creates faith in the mind of customer. Some of the customers may compromise with price but not with brand. 9. Quality makes the brand successful. This said the research. Promotion is also very important to make brand successful.

10.As I have spend 30 days on floor I found that size problem is the biggest problem and second biggest problem is color options are limited. 11.In mens section there there was an offer that on buying one denim of Globus the customer will get 1 basic T-shirt free .Most of them were not satisfied with the offer because the Tshirts were limited and basic.Size was also the concern there.

SUGGESTIONS

I have spend more than one month on the floor and I try my best to analyze the behavior of customers towards purchasing and their preference towards brand. I have some suggestions regarding the topic. From my side suggestions are: 1. Company must display its punch line below store name at entry gate. Punch line creates an image of the products. 2. Company must maintain the balance between price and quality.It will help to make brand successful. 3. In denims company should have tie up with Flu jeans. 4. Defected products should not be displayed .It creates a bad impact on customer.Ex-Some days before in accessories section there were some dirty ladies wallet .It was creating a bad impact in the mind of customer. 5. Offers must be accepted by the customers like Rs.500 discount on purchase of any formal shirts.This is a good offer.But the offer like on the purchase of 1denim you will be given a 1 T-shirt free.In this offer T-shirts are limited and are basics.Most of the customers are not ready to take it.They said inspite of T-shirt you should give discount on denims. 6. Company must go for promotion either electronic or print. They should give their advertisement on music channels like

MTV, ETC, ATN etc.As the company mainly target the youth generation and youths are music lover.

LEARNINGS :

a) Selling & Marketing Strategies: The Globus target customer is upper middle class & upperclass people. The Globus mainly focuses on the youth generation and made garments according to the current fashion. I learned how to convince the customers so that they buy the product.

b) Customer Handling & Analyzing Customer Behavior: I have learned how to handle different type of customer. Every individual have their own choice, to handle customer efficiently its necessary to understand the behavior of the customer. c) Visual Merchandising: Merchandising is one of the major parts in Retail; it directly related to the sale .The Major factor which attracts the customer is the merchandising .It is one of the part which tells how to communicate with the customer.

d) Offer & Promotional Activities: Offer plays a vital role in the sales of the product, Offers mainly comes to clear the stock and to increase the sale and footfall. During my project the offer is going on formal shirts,T-shirts ,denims scratch

offer is going on.Promotions are going on .In colleges campaigning is being done which has increased the footfall and conversion. e) Methods of Display: The display of the product is arranged in proper way. The product are displayed in the following ways 1. According to the style 2. According to size 3. According to stock 4. Colour Blocking

Conclusion

My title was quite interesting as I have spent more than a month on the floor.So for me it is easy to find out comparative sale,preference of customers,what lacks in Globus.To the conclusion I would like to say that Globus need brand promotion .As most of the respondent said that they like casuals and most of the casuals are of in-house brand..So it clear that customers prefer in-house brand product in Globus.In other brand the respondent said that Spyker is best because it is having a good brand image and quality.In any other brand they prefer Levis & Flu denims.The problem that the Globus faces is size problem ,color options,promotion. The hypothesis that I have taken that customers prefer in house brand products in Globus is true. So my imagination was true.

LIMITATION
As the project involved the research using questionnaires, views expressed by the respondents are confined to elements of questionnaire. But I tried to get more information through general question so that I could reach at the clear picture of the situation.

1.

Between the respondent and interviewer, due to differing perceptions, communication errors in the form of miscomprehension, selective perception creeps in. In this case, errors were unavoidable and thus might have added to slight inaccuracy in my results.

2.

When the respondent were interviewed regarding their feedback, it is quite possible that the personal biases of people might have crept in.

3.

All respondents are not alike. Thus the results may not hold true for every individual.

5. In some instances respondents may not have revealed the truth.

WORD OF THANKS

I take the opportunity to pay hearty regards to Mr. Mohammad Taufeeq (Store Manager), Mr. Sunit (HR) and Mr. Hredesh Pal (Floor Supervisor) for lending me their kind support for completion of my project.

I thank all those who directly or indirectly supported me morally, financially and through providing knowledge by which I could complete my project.

Last but not the least I am thankful to my college Ishan Institute of management & Technology, Gr.Noida and especially to my chairman Dr.D.K.Garg whose coOperation and guidance was a milestone in completion of my project.