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:

The objective of the research is to know about the customer satisfaction at Pantaloons (Mumbai) 1. 2.

To study the view of consumer. To assess the effectiveness of selling program. Are they satisfied with the price and quality of the product. Increase in the sales. To check the loyalty of consumers towards the brand.

4. 5.


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

➢ 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.

 Internet.

Other Websites Books Journals Newspaper DATA ANALYSIS: Tables and Pie Diagrams are used for representing the data. RETAIL DEFINITION 4 . -Many persons were reluctant in responding. DATA COLLECTION -Non-response by some of the respondents. 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.     Company Website. 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.

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. In 2004. India has begun to cater up rather astonishingly rapidly. Introduction India has often been called a nation of shopkeepers. 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.right from the concept or design stage of a product or offerings. 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. there were 12 million such units of which 98% are small 5 . a large number of retail enterprises exist in India. Presumably the reason for this is. meaning ‘to cut a piece off’ or ‘to break bulk’. either directly or through a wholesaler.The word ‘retail’ is derived from the French word ‘retailer’. that. 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. 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.

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 contrast those who buy for resale or use in manufacturing are more systematic in their purchasing. In addition to selling. data processing and maintaining inventory. trains sales people in suggestion . store layout . very critical in drawing customers to the store. buying. 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. retailing includes such diverse activities as. to stimulate purchase. retailers need to place impulse items in high traffic locations. store fixtures. utilizing only Household labor. shopping mall etc . timings.The retailer 6 . organize. Even among retail enterprises. sales personnel. patronize stores. Majority of them use less than three workers. Therefore. This makes store location. Final customers make many unplanned. advertising. to initiate and conclude transactions. and place related items next to each other. While sales people regularly call on institutional customers.family businesses. such as a department store. product assortment. which employ hired workers. most end users or final customers. delivery and other factors.

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. Retailers are at the end of the supply chain.Especially in this competitive scenario where the customer are well informed.buys goods or products in large quantities from manufacturers either directly or through a wholesaler. Especially in market like India the challenges is formidable because organizations need to cater to a wide and diverse group of customers . Product and services of every company are available in every retail outlet. Hence they are unable to deliver the right value to the right customer and satisfy them . 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. Customers take their time to first sketch their needs and then arrive at a specific decision. 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 . and then sells smaller quantities to the end-user.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.Thus building equity and generating volumes in such complex market tapers down to the function of managing customer expectation. commanding and demanding at the same 7 . Retail establishments are often called shops or stores. Manufacturing marketers see the process of retailing as a necessary part of their overall distribution strategy. 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.

that too by keeping the operating costs low. multiple billing points and environmentally friendly goods. Retail outlets in addition to providing products and services. good packaging fragrance. recreational shoppers (shopping as a leisure activity) and apathetic consumers (who dislike shopping). These differing motives arise as retailers cater to different types of shoppers who include economic consumers (concern with value). Retailers have to satisfy budding customers. and range of products. car parking. The various determinants of retail outlet preference include cleanliness. helpful staff. herbal or medical benefit. disabled access. Retailers need to establish a good image to prevent customers from shopping around. and all this at an affordable price. Even in the case of a product as simple as beauty soap. 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. 8 . This calls for empathizing with the customer by indulging into their priorities and decision making. personalized consumers (concern with relationships). well-stocked shelves. customer have versatile expectations like. wide aisles.time it has become imperative for the organization to be updated on the “WHAT”. older consumers as well as time crunched individuals whose motives all tend to be conflicting as well as different. need to cater for a wide range of motives. A daunting task but companies have no option but to offer the expected value. glowing skin etc.”WHY”and “HOW” of each and every customer.

when India first began opening its economy.EVOLUTION OF INDIAN RETAIL INDUSTRY For Indian retailing. things started to change slowly in the 1980s. Titan. Later on. successfully created an organized retailing concept in India by establishing a series of elegant showrooms. For 9 . Raymond's. maker of premium watches. Textiles sector (which companies like Bombay Dyeing. S Kumar's and Grasim) was the first to see the emergence of retail chains.

As of the year ending 2000 the size of the Indian organized retail industry was estimated at around Rs. Moreover. these remained the only organized retailers. These entrants were in various fields. Thus. packaging. OVERVIEW OF INDIAN RETAIL SECTOR The India Retail Industry is the largest among all the industries. storage and transport. the retail sector has helped in giving strong impetus to overall economic growth as a significant driver of the growth of services sector. 13.000 crore. These were pure retailers with no serious plans of getting into manufacturing.Food World. the growth potential for the organized retailer is enormous. but the latter half of the 1990s saw a fresh wave of entrants in the retailing business. like . Retail growth is already gathering momentum and the organized retail industry is expected to grow by 30 per cent in the next five years. it creates considerable 10 . Subhiksha and Nilgiris in food and FMCG. which contributes as much as 54 per cent of GDP. Crossword and Fountainhead in books. Planet M and Music World in music.long. It has strong backward and forward linkages with other sectors like agriculture and industry through stimulating demand for goods and through mass marketing.

Quite contrary to the thought that technology will dehumanize transactions. this is restricted to a few urban towns. the consumers have benefited in terms of wide range of products available in a market. 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. 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. consumers no longer think "expensive looking" means "expensive". entertainment and food all under one roof. and one will soon find it difficult to shop "regularly" at the dusty grocery shop. The revolution was 11 . the truth is humans will make all the difference. multi-storied malls and the huge complexes that offer shopping. The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market. With growing time constraints and choices. Today with the growth of malls and hypermarkets. It may seem that in a vast country like India. This could be myopic thinking. Modern retailing has entered into the Retail market in India as is observed in the form of bustling shopping centers. clearly the poky neighborhood kirana stores are becoming part of the past for the hypermarket consumer. Also.direct and indirect employment in the economy. Need for customer service to encourage consumers to come back again and again and buy more. To actually establish premium imagery through shopping environment is going to be that much more difficult. ushering in a revolution in shopping in India. With retail ambiences getting upgraded.

So the battle moves to the market place where by sheer ownership. consumers are unwilling to pay more for incremental quality and so are ready to make do with "acceptable quality". Media fragmentation makes its more and more difficult for mass marketed brands to actually connect with consumers. business compulsions and opportunities will make them expand faster than one can imagine. 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. After getting a certain level of quality in many categories. store brands hold an edge. 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. 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. nuclear families in urban areas.brewing in South India in the 90s but seems to have taken speed in the 21st century. Consumers moving up the "diminishing return" curve. 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. They are cost advantage. which store brands offer very easily. A large young working population with median age of 24 years. 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. And above all there are fewer partners to share the "margin goodies" with. the impact of this retail revolution could be bigger than just the changing façade of the market place and 12 . Clearly.

enhancing consumer buying experience. It is a looming threat to "mass brand marketers" and the sooner they take cognizance of that. Unorganised Retail Sector ORGANISED RETAIL 13 . The future of the India Retail Industry looks promising with the growing of the market. Organised Retail Sector and. Mass retailers may not only redefine shopping experiences. with the government policies becoming more favorable and the emerging technologies facilitating operations. the better. 2. STRUCTURE OF INDIAN RETAIL SECTOR The retail sector is classified broadly into two: 1. but also redefine market spaces.

greater enforcement of taxation mechanisms and better labour law monitoring systems. developing vender relationships. more so in the south and west India. Moreover.Organized retailing refers to trading activities undertaken by licensed retailers. According to the Retailers Association of India. 14 . The organised retailing has been successful in metropolitan cities so far. 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. however. It is not just a stocking and selling. that is. those who are registered for sales tax. 50. efficient merchandising and timely promotional campaigns. 000 individuals directly and perhaps 8-10 times as many indirectly in the supply chain. The KSA Technopak’s estimate is that by 2005. These include the corporate-backed hypermarkets and retail chains. 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. income tax. It. but is more about efficient supply chain management. and also the privately owned large number of retailers. A clear indicator of this potential is the share of rural market across most categories of consumption. the organised retail sector would be employing in excess of 2. It is expected that the tier II cities would take another 5 years to absorb modern retailing opportunities. quality customer service. constitutes a very little share of at around 5 per cent (Rs 500 billion) of the total retail market. etc.

on the other hand. convenience stores. etc. more prone to tax evasion and lack of labour law supervision. 100. traditional formats of low-cost retailing. 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. 15 . paan/beedi shops.000 Crores by 2015. hand cart and pavement vendors. Food retail trade is a very large segment of the total economic activity of our country and due to its vast employment potential. which is 5% of the whole currently. it deserves very special focused attention. is in turn pegged to grow to Rs. 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.UNORGANIZED RETAIL Unorganized retailing. Organized retail. The local kirana shops. SIZE OF THE MODERN RETAIL SECTOR A retail revolution is sweeping through India. represents 97 per cent of the total retail market is mainly characterised by typically small retailers. owner manned general stores. 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.

the second only to agriculture.5 in 2005.6 per 1000 people in 1999 to 20.5 in 2000 to 20. The retail sector.3 per 1000 people in 2005. ASSOCHAM). With the growth of malls.000 crore. Moreover. and hypermarkets. increased from 6. the shop density increased from 12. unlike in the case of retailers in developed countries. Indian retailers have very little bargaining power with manufacturers.300 billion and is expected to grow at a compounded rate of 30 per cent over the next five years (Retailers Association of India). 16 . multiplexes. Until now. the consumer is being exposed to a new kind of shopping experience and services which is quietly and surely redefining her expectations from shopping. 79.The emergence of new formats and the evolution of modern retail in India has attracted attention in recent years. 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. This growth would expand the size of the market to over Rs 14. the retail sector employs over 7 per cent (21 million) of the national workforce. The Indian retail market is estimated at Rs 9. 88. The retail density more than doubled between 1978 and 1996 and the number of outlets per 1000 people at an all India level. currently. For the urban sector alone.000 crore from its current level of Rs 5.

as markets like China become increasingly saturated. increase in the number of international brands available in the Indian market. increasing investments in technology and real estate building a world class shopping environment for the consumers. credit availability. 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. there has been a hectic activity in terms of entry of international labels. manage stock availability. A proper supply chain will help meet the competition head-on. The last few years witnessed immense growth by this sector. cost cutting and most importantly reduce the wastage levels in fresh produce. and focus on technology. 17 . supplier relations. In order to keep pace with the increasing demand. The table gives the picture of India's retail trade as compared to the US and China. the key drivers being changing consumer profile and demographics. Over the past few years. operations and processes. new value-added services. third party distributors and retailers. Study has found that retailing ($180 billion) contributes to 10 per cent of GDP and employs 7 per cent (21 million) of the workforce. expansion plans. This has lead to more complex relationships involving suppliers. economic implications of the government increasing urbanization. and improvement in the infrastructure. According to AT Kearney. India is given the top ranking as the next foreign investment destination. which can be dealt with the help of an efficient supply chain. the retail sales in India are hovering around 33-35% of GDP as compared to around 20% in the US.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.

000 crores in 20022003 and has grown at about 40% over the last 3 years (Source KSA Retail Outlook).18. merchandising and owning A retail business Consumers benefit from retailing in that. As a major source of employment retailing offers a wide range of career opportunities including.IMPORTANCE OF RETAILING Organized retailing in India was estimated at Rs. It involves high annual sales and employment. Retailing has a tremendous impact on the economy. retailers performs marketing functions that makes it possible for customers to 18 . store management.

In addition the turnover also depends upon the professional competence of the enterprise. and timings. credit policies. 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. them to final customers. time and possession utilities. 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. In a given business two retail companies may choose two different margin levels. delivery. and yet both may be successful. RETAIL STRATEGY AND STRUCTURE Successful retail operations depend largely on two main dimensions: margin and turnover.g. They provide information to consumers through advertising. retailers perform four distinct function. Retailing in a way. Margin Turnover Model 19 . place items on the selling floor and otherwise handle products. They store merchandise. In general. usually they pay suppliers for items before selling. displays and signs and sales personnel.have access to a broad variety of products and services. and other services e. is the final stage in marketing channels for consumer products. They complete transactions by using appropriate locations. Retailing also helps to create place. members. mark prices on it. The width and depth of assortment depend upon the individual retailer's strategy. Retailers provide the vital link between producers and ultimate consumers. A retailer's service also helps to enhance a product's image. provided the strategy and style of management are appropriate. Marketing research support is given to other channels.

These stores are typically located in isolated locations and usually stock a wide range of fast moving goods in several merchandise lines. Wal-mart in the United States is an example and Pantaloon Chain or Subhiksha are Indian examples of such stores. rather than the store selling them. whereas. and they normally entail an extra charge whenever they do." 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. The stores in this category price their products below the market level. a retail business will fall into one of the four quadrants. service and sales approach are the most important factors for attracting 20 . The inventory consists of well-known brands for which the manufacturer through national advertising creates a consumer pull. which is low on both margin and turnover. This means that the customers buy the product.Ronald R. The merchandise in these stores is generally pre-sold or self sold. for understanding the retail structure and evolving a retail strategy. H-L indicates high margin and low turnover. Gist "Suggested a conceptual frame work. Marketing communication focuses mainly on price. if any. They provide Very few services. Local promotion focuses on low price. Low Margin High Turnover Stores Such an operation assumes that low price is the most significant determinant of customer patronage. 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. High Margin Low Turnover This operation is based on the premise that distinctive merchandise. using margin and turnover. For instance L-L signifies a position.

Stores in this category price their products higher than those in the market. 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. The focus in marketing communication is on product quality and uniqueness. which is probably a result of poor management.customers. Merchandise is primarily sold in store and not presold. such businesses. High overhead costs and. unsuitable location etc. 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. They could be situated in a noncommercial area but not too far from a major thoroughfare. a. normally get wiped out over a period of time. Form of Ownership 21 . retailers can be categorized by (a) Ownership. Compounding this problem is the low volume of sales. RETAILING FORMATS (CLASSIFYING RETAIL FIRMS) Regardless of the particular type of retailer (such as a supermarket or a department store). but not necessarily higher than those in similar outlets. (b) Store strategy mix. Their location advantage allows them to charge a higher price. and (c) Non store operations.

convenience stores at select petrol filling stations. 22 . Most independent retailers fail because of the ease of entry. Retail Chain It involves common ownership of multiple units. the purchasing and decision making are centralized. drycleaners.A sole proprietor. This obviously results in a high degree of competition. specialization. A majority of retail business in India are sole proprietorships and partnerships. 1. thus increasing their margins. Independent Retailer Generally operates one outlet and offers personalized service. standardization and elaborate controlsystems. Examples of retail chains in India are Shoppers stop. they can also take advantage of such tools as computers and information technology. In such units. Chains often rely on. mainly because they have the opportunity to take advantage of "economies of scale" in buying and selling goods. bookshops. Consequently chains are able to serve a large dispersed target market and maintain a well known company name. independent retailers with lesser financial means. Roughly 98% of all the retail businesses in India. partners or a corporation can own a retail business like any other type of business. a convenient location and close customer contact. West side and IOC. are managed and run by independents. This is due to the fact that into retailing is easy and it requires low investment and little technical knowledge. furniture stores. Unlike smaller. poor management skills and inadequate resources. including barber shops. or they can cut prices and attract greater sales volume. They can maintain their prices. Chain stores have been successful. LPG Gas Agencies and neighbourhood stores. 2.

They share purchases. The various categories are: (1) Convenience Store: Is generally a well situated. and prices etc. advertising. milk. storage. which is an integrated combination of hours. or a service sponsor) and a "franchisee" or franchisees. wholesaler. but agree on broad common policies. Retail Franchising Is a contractual arrangement between a "franchiser" (which may be a manufacturer. which allows the latter to conduct a certain form of business under an established name and according to a specific set of rules.3. The franchise agreement gives the franchiser much discretion in controlling the operations of small retailers. The individual retailers retain their independence. service. for fill in items such as bread. Cooperatives A retail cooperative is a group of independent retailers. Amul is a typical example of a cooperative in India. royalties and a share of the profits. Consumers use a convenience store. location. assortment. shopping facilities. In exchange for fees. Classic examples of franchising are. advertising planning and other functions. Pizza Hut and Nirulas. eggs. food oriented store with long operating house and a limited number of items. chocolates and candy etc. b) Store Strategy Mix Retailers can be classified by retail store strategy mix. that have combined their financial resources and their expertise in order to effectively control their wholesaling needs. 4. the franchiser offers assistance and very often supplies as well. 23 . McDonalds.

(5) Hyper Markets: Is a special kind of combination store which integrates an economy super market with a discount department store. 24 . film developing. and Kendriya Bhandar in Delhi are good examples of a super market. A supermarket typically carries small house hold appliances. Music World for audio needs. (3) Department Stores: A department store usually sells a general line of apparel for the family. Pantaloon Retail India Ltd. home furnishings and appliances. A hyper market generally has an ambience which attracts the family as whole. Successful speciality stores in India include. (4) Speciality Store: Concentrates on the sale of a single line of products or services. we have Apna Bazar and Sahakari Bhandar. offers products at prices which are 25% . household linens. jams. Jewellery. such as Audio equipment. etc. books. Ebony and Pyramid. pickles. Consumers are not confronted with racks of unrelated merchandise. run Super bazaar. The Govt. (PRIL) through its hypermarket "Big Bazar".(2) Super markets: Is a diversified store which sells a broad range of food and non food items. some apparel items. Similarly in Mumbai.30% lower than the market price. bakery. Pizza Hut and Nirula's for food services. audio/video CD's etc. Tanishq for jewellery and McDonalds. Beauty and Health Care. Others in this category are: Shoppers Stop and Westside. Large format apparel department stores include Pantaloon.

c) Non Store Retailing In non store retailing. It gives the sales person an opportunity to demonstrate products in a very personal manner. for the purpose of making a sale or purchase. Other examples are private insurance companies. This trend is catching up fast in India. lower rents. 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.including door-door selling. a sales transaction takes place in a home setting . Burlington's catalogue shopping was 25 . The advantages to the retailers include lover operating costs. customers do not go to a store to buy. (2) Telesales/Telephone Retailing: This involves contact between the consumer and the retailer over the phone. Eureka Forbes vaccum cleaners and water filters. A large number of mobile phone service providers use this method. the increasing number of women workers. This type of retailing is growing very fast. which includes ordering instructions and customer orders by mail. (3) Catalog Retailing: This is a type of non store retailing in which the retailers offers the merchandise in a catalogue. the ability to buy merchandise not available in local stores. The basic attraction for shoppers is convenience. and credit companies etc. Among the reasons are. smaller sales staff and absence of shop lifting. He/She has the prospect's attention and there are fewer distractions as compared to a store setting. Examples of in home retailing include.

newspapers. 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. (5) Automatic Vending: non store retailing. Times shopping India is another example. 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. 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 . The goal is to induce the customer to make an immediate and direct response to the advertisement to "order now. Some multi level marketing companies like Oriflame also resort to catalogue retailing. E-bay and Bazee. Products are sold directly to Although in a very nascent stage in India. over the internet.com. Amazon.com HDFCSec. is the ultimate in non personal.com are some of the many e-tailers operating today. radio and/or television offering an address or telephone number so that consumers can write or call to place an order." Telebrands is a classic example of direct response retailing." The availability of credit cards and toll free numbers stimulate direct response by telephone.quite popular in recent times. It is also sometimes referred to as "Direct response advertising. The rapid diffusion of internet access and usage. These machines dispense products which enable customers to buy after closing hours. customers/buyers from machines. (4) Direct Response Retailing: Here the marketers advertise these products/ services in magazines.

While the wheel hypothesis has a great deal of intuitive appeal and has been borne out in general by many studies of retail development. advertising and service. 27 . low margin. The same department store then moves into the vulnerability phase. and open more convenient locations. Like products retailing institutions also have a life cycle. In its entry phase. Increases the retailers costs and prices. It upgraded its facilities. the department store was a low cost-low service venture. According to this theory new retailers enter the market as. such as full line discount stores and category specialists. provide more services. The cycle begins with retailers attracting customers by offering low price and low service. With time it moved up into the tradingup phase. nor was it ever intended to describe the development of every individual retailer. it only reflects a pattern. It is not a sure indicator of every change. creating opportunities for new low price retailers to enter the market. because it becomes vulnerable to low cost/low service formats. low price.low status institutions. This trading up process. Over a period of time these retailers want to expand their markets and begin to stock more merchandise. The evolution of the department store illustrates the "wheel of retailing" theory.retailing institutions. stock selection.

a growing number are engaging in marketing research and market segmentation. 28 . 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. Target Markets: Although retailers normally aim at the mass market.RETAILING DECISIONS There are many factors for retailers to consider while developing and implementing their marketing plans. and (h) Credit and collections.

) Store Location: Location is critical to the success of a retail store. Merchandise Management: The objective here is to identify the merchandise that customers want. Merchandise Management includes (i) merchandise planning (ii) merchandise purchase. in the right place at the right time. Having decided on the trading 29 . Through a careful definition of target markets. Merchandise buying involves decisions relating to centralized or decentralized buying. The extent of this area depends upon the merchandise sold. and make it available at the right price. A store's trading-area is the area surrounding the store from which the outlet draws a majority of its customers. merchandise resources and negotiation with suppliers. they want to serve.because they are finding it increasingly difficult to satisfy everyone. and (iii) merchandise control. inventory requirements. decisions regarding gross margins and mark ups etc. Merchandise planning deals with decisions relating to the breadth and depth of the mix. The tremendous growth in number of speciality stores in recent years is largely due to their ability to define precisely the type of customers. retailers can use their resources and capabilities to position themselves more effectively and achieve differential advantage. needed to satisfy target customers to achieve the retailers return on investment. This involves sales forecasting. Merchandise Control: deals with maintaining the proper level of inventory and protecting it against shrinkage (theft. pilferage etc. 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.

or personality of the store. Factors affecting the site include. store layout. accessability. as well as the quality. a retailer likes to project to customers. services. The term "Atmospherics" is used to refer to the retailer's effort at creating the right ambience.area a specific site must then be selected. Customers tend to shop in stores that fit their images of themselves. personnel. these sales clerks to convert them from order takers to effective sales associates. depth and breadth of merchandise. The exterior should be attractive and inviting and should blend with the store's general surroundings. Store Personnel: Sales personnel at a retail store can help build customer loyalty and store image. Image is affected by advertising. The objective is 30 . There is a growing trend now. Promotion: Retail promotion includes all communication from retailers to consumers and between sales people and customers. competitors' location. An effective layout guides the customer though the various sections in the store and facilitates purchase. Store Image: A store image is the mental picture. to provide training to. availability and cost and population shifts within the area. A major complaint in many lanes of retailing is the poor attitude of a salesperson. traffic patterns. Merchandise display is equally important. Store Design: A store's exterior and interior design affect its image and profit potential.

give always and contests etc. because of additional costs-financing accounts receivables. Outdoor displays and direct mail. Watches. 31 . followed by food and grocery. Personal communication is personal selling . which accounts for 11 Percent share of organised retail market. MAJOR COMPONENTS OF RETAIL SECTOR The major components of the retail sector are: Food and Grocery. Newspapers. Fast Moving Consumer Goods (FMCG).to build the stores image. Non personal promotion is advertising. The media used are TV. Department stores and specialty stores. It includes both. promote customer traffic. Credits & Collections: Retailers are generally wary of providing credit. But many customers prefer some form of credit while purchasing. special sales. emphasize this form of promotion. other forms of promotion include. Consumer Durables. Jewellery. Footwear and leather. Radio. displays. personal and non personal promotion. and sell specific products. processing forms and bad debts etc. Apparel. 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.the face to face interaction between the buyer and the seller. This explains the popularity of different types of credit cards and debit cards.

Many customers are no longer willing to spend as much time on shopping as they once did. as firms try to protect their positions in the market place. dual earner households and the increased customer interest in quality and customer service: 32 .Percentage Share O R f etail Segm ents in Total R etail Sector 3 3 7 7 8 9 5 11 39 8 C lothing and T extiles Food and G rocery C onsum D er urable Footw ear Furniture and Furnishing C atering Serv ices Jew ellery and Watches Books. Some sectors of retailing have become saturated. have found it difficult to maintain regular prices. several retailers are operating under high levels of debt and number of retailers after running frequent "sales". Retailers are adapting to*the shopping needs and time constraints of working women. M usic and G ifts M obile H andsets O thers EMERGING TRENDS IN RETAILING In recent years the nature of retailing has changed dramatically.

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.

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,



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 familyowned 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

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

➢ Increased local sourcing. ➢ Improvement in the quality of employment. DRAWBACKS OF FDI IN RETAIL ➢ Would give rise to cut-throat competition rather than promoting incremental business. BENIFITS OF FDI IN RETAIL ➢ Inflow of investment and funds. ➢ Franchising opportunities for local entrepreneurs. The table below lists the pros and cons of allowing FDI into retail. The opening of FDI should be designed in such a way that many sectors .entrepreneurs would be coming forward to invest and taste the new generation in retail marketing. ➢ Provide better value to end consumers. food processing. manufacturing. ➢ Increase in the real estate prices.including agriculture. ➢ Stimulate infant industries and other supporting industries. ➢ Generating more employment. ➢ Implementation of IT in retail. packaging and logistics would reap benefits. ➢ Promoting cartels and creating monopoly. ➢ Marginalize domestic entrepreneurs. ➢ Investments and improvement in the supply chains and warehousing. ➢ Growth of infrastructure. ➢ The financial strength of foreign players would displace the unorganized players. 38 . ➢ Absence of proper regulatory guidelines would induce unfair trade practices like Predatory pricing. ➢ Cost reduction. ➢ Increased efficiency.

6% CAGR for the next 4 years after the introduction of FDI in 2002 39 . 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. 0 9 8 7 9 FDI in Years 3 2 1 7 1 7 6 2 5 0 8 9 8 5 4 3 1 retail 0 2 5 allowed 5 0  Retail sales grew @ 19.➢ 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.

the future. full value 2. Initial Bad image due to hiccups at launch or long speculation. 3. Quality problems. Availability – availability of all items and maximum brands. Good Customer base and spreading word of mouth – Brand of 5. 40 . 4. This is because of the different perception of customers. Schemes – innovative. Price – Lowest. Communication problems within the organization OPPORTUNITI 1.SWOT ANALYSISFOR RETAIL SECTOR KEY SUCCESS FACTORS:      Price Schemes Customer Delight Availability of all types/brands Quality of products STRENGTHS: 1. 4. WEAKNESS: 1. The market itself which is growing at very fast rate. targeting new and potential customers 3. Non enthusiastic staff at stores. 2.

Ansal Plaza. Therefore it becomes difficult for the customer to switch 41 . The expansion of the city at a fast pace and new centers like City Centre. The competitors are placed very well in the market and their association with the customers. 2.2. THREATS: 1. Omaxe and numerous other malls coming up in the city. The credit system provided by the Local stores.

and demand of the various offerings. apparel market place is now going through a paradigm shift moving towards increased product differentiation. the fads keep changing rapidly. societal influences. so has the end user's awareness. economic influence. Forecasting the retail apparel market trends is 'a hard nut to crack' due to the drastic changes in fashion. A few clear trends do emerge based on demographic shift. This makes competition in the apparel sector tougher. manufacturing. 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. However.RETAIL APPAREL SECTOR 1. Along with the market. based on the retail. a few facts can be predicted to be the forthcoming trends in the retail apparel market. and demanding. 42 . and environmental concerns. As. and customers becoming more diverse. and simultaneously the customer preferences. Introduction Global. there is no appropriate road map for guaranteed success in the apparel market. and fashion merchandising business.

2010 where as same was at Rs.6. 438. Future Group owned Pantaloons has earned a net profit of 175. and future group have earn a huge profit. Bharti Wal-Mart is expected to open 10 to 15 wholesale locations in the next three years.6 in march quarter against a loss of a 239 crores a year ago quarter on higher sales from the textile segment. This is because of structural changes business of these companies. meaning that the opportunity in India remains immense. recorded a net profit of Rs. Second example of Raymond.2. has effected changes at the highest level. Retail should continue to grow 43 . one of the largest players in the branded clothing space with Rs 1.80 million for the quarter ended September 30.20 million for quarter ended September 30 2009.115-crores in revenue. India's retail market is expected to be worth about US$ 410 billion. India has been ranked as the most attractive nation for retail investment among 30 emerging markets by the US-based global management consulting firm. mark & pantaloons. big players from Aditya Birla. India remains among the leaders in the 2010 GRDI and presents major retail opportunities. Reliance retail. A T Kearney in its 8th annual Global Retail Development Index (GRDI) 2009. Aditya Birla Nuvo for example. Development of the Apparel Retail Sector The Indian’s apparels sector sees high growth. 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. with 5 per cent of sales through organised retail. 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.

affluent urban Indian women are shopping like never before. demanding higher quality shopping environments and stronger brands. Customer have loyalty towards stores rather than the brands. there are many modern retail store as like Shoppers stop. Due to modern retail stores and growth of plastic cards. Lifestyle has 44 . the report added. These indicate that there are excellent opportunities for the retail industries to expand their business. Pantaloon.rapidly—up to US$ 535 billion in 2013. these stores have loyalty programme for their customers. attractive merchandise display which attract to consumer for have a look and shop from these stores. ethnic fabrics. Westside. 1. and are a fusion of western and Indian styles. discount. They spend their morning time for browsing the latest collection in stores. as like Pantaloon has “Green Card” reward programme. These are designer clothes that incorporate Indian motifs. The women who belong from upper class are adopting ethnic wears. entertainment. These modern stores provide good facilities for their consumer as like service facilities.1 Modern Retail Store With the advent of modern retail stores there has been a rapidly changed behavior of consumer. and lifestyle carries only own private labels brands. with 10 per cent coming from organised retail. reflecting a fast-growing middle class. In urban centre.

and also keeps bollywood collections which is recent in trend and preferences of customers. 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. These stores are mainly located in major urban and semi urban centers and along the rural area to capture more and more customers.2 Departmental Store Departmental stores are still a fairly new retail store concept in India. These stores keep their eyes open towards bollywood and the same trend and fashion of clothes to attract the customer. They concentrate on selling a new design of apparels with fashion at less prices in semi urban and rural areas. 1. This is new theory in retail sector of departmental stores to provide discount to customer. Time to time they provide discount to customer to increase their sales and clear old stock which is not in trend. They have large contribution total retail sales. mostly this is preference of consumer what they want. Due to discount customer expend more for shopping of apparels.“The Inner Circle” programme and Westside has “Club West” programme for the customers. 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. 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.3 Traditional Store The traditional stores sub division of apparels retail 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.4 Future Scenario Apparels sector has been expanded very rapidly since last two years. It includes small shop which is located in local market or in rural market and which unorganized. awareness of new fashion and trend and new generation have been changed because of social changes and economical changes. The apparels manufacturer and exporter who earn 500 million every year by exporting their apparels to foreign countries. Film industries plays very crucial role to change the behavior and influencing some new trend. 46 .2. They always seek something new and different than other. even customer can bargain over there. utilization of human resources is less in traditional stores. the reason behind is changes in standard of living of people. more income.

attracting customers with their “one – stop” and “all under one roof” concepts. Since then. prefers to shop in modern retail outlets. traditional stores such as local apparels and footpath shops. 47 . In urban people don’t have time for shopping they ordered the product through internet or phone in store for the products. particularly those in the 20-40 age groups.3. India is becoming urbanized. who can afford and are willing to pay for the price of convenience. consumers’ shopping and dressing lifestyles have changed drastically over the years. Foreign owned hypermarkets and departmental stores are fast gaining popularity in India. have a preference for new designed clothes and styles. especially in urban areas. which are conveniently located in residential area. Indian consumers. With rising affluence and education levels. b. High profile international retailers and the global mass media have also played a hand in shaping consumer-buying behavior. Consumer changing behavior India’s consumer lifestyle has been evolving and changing due to in part of rising income and education level. However. foreign retailers have been expanding rapidly in India. Income growth Departmental store chains are rapidly growing to meet the needs of more affluent consumers. Driving Forces for the Changing Retail Apparels Sector a. which offer them one-stop shopping options. This has contributed to the development of a country's modern retail sector. Indian.

Quality Concern Together with improvement in education level and increase in income. 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. d. Impacts on Traditional Outlets Independent apparels shop such as local shops and mini-markets for apparels gradually closed. 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). Indian are more aware of quality of product.c. e. 4. The people who belong from middle class or from low income even they shop from store which provides good quality of clothes to them.13 million people in the urban areas in 1991-2000. still customer shop because of the quality of the product. There was an increase of 3. In 2003. Many stores have international apparels which is very expensive than the in-house brand of the stores. 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 . Many would attribute this to the emergence of modern retailing with deparmental and hypermarkets. Due to advance in technology retail stores are maintaining complete record about their sale of previous month and manage inventory level up to date. and shifts in shopping habits towards good quality of the clothes.

billion in 2011-12. the former produces cotton go through various intermediaries. It provides a new market outlet for the producers. 5. The preliminary observation on this development suggests that invasion of MNCs into the apparel retailing sector has redefined the supply chain management. (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. 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. 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. 49 . This shows that sales of traditional retail stores will be less than modern retail stores. (iv) producers or suppliers are subjected to rigorous quality standards as specified in the contracts. 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. (ii) organized retailer are normally formalized in the form of contract and provide modern equipment and method to farmer for better production of cotton. Impact on cotton Producers The differences between the hypermarkets marketing channel compares to the traditional one are as follows: (i) under the traditional system.

style and color. inventory carrying burden turn out to be high apparel retailer needs to understand critical role of sale promotions. Importance of store layout. 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. If an item sold from the store retailer ensures that there should not be repetition of the same. financial and inventory risk and consumer’ financial and psychological risk. 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. Seasonal variation on stocking pattern and need to inventory at the end of season should be understood by the apparel retailer. Characteristics of Apparel retail sector As apparel retail is led by fashion. decoration is very critical. Role of bollywood in spreading fashion need to understand. stock pilling and brand switching the part of consumer which substantially reduces retailers. a player need to keep a close watch on fashion industries as they are trend setters. 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. Attractive promotions includes purchase acceleration. It gets replaced by the different design. 50 .7.

SWOT Analysis of Apparel sector Strength ➢ ➢ ➢ ➢ Post 2005. Technological obsolenscences. Low per capita consumption in India Cost competitiveness. Increase use of CAD to develop designing capabilities. Opportunities ➢ ➢ ➢ Indian company need to focus on product development. Effect of historical government policies. COMPANY PROFILE • INTRODUCTION • PRODUCT RANGE 51 . Threats ➢ ➢ Competition in domestic market. Investing in Tred Forecasting to enable the growth of industry. Need to improve working conditions of the people who are involved in this profession. Export target in apparels at USD 50 billion by 2010. removal of quota restrictions to give a major boost. ➢ Need to revamp consumer consciousness. Weaknesses ➢ ➢ ➢ Fragmented Industry.


PANTALOONS (MUMBAI) INTRODUCTION Pantaloons Retail (India) Limited. supply partners. Top 10 and Star and Sitara. among other formats. The company also operates an online portal. a chain of fashion outlets. stakeholders and communities across the country and shape the growth of modern retail in India. futurbazaar. Some of its other formats include Brand Factory. blends the look. convenience and quality and Central. Headquartered in Mumbai. the company operates over16 million square feet of retail space. a supermarket chain. Big Bazaar. selling home furniture products and eZone focused on catering the consumer electronic segment. A subsidiary company. Home Solution Retail (India) Limited. all. As a focused entity driving the growth of the group’s value retail business. This entity has been created keeping in mind the growth and the current size of company value retail business.com. Future Value Retail Limited is a wholly owned subsidiary of Pantaloon Retail (India) Limited. Blue Sky. food bazaar. touch and feel of Indian bazaar with aspects of modern retail like choice. Big Bazaar and Food Bazaar. a uniquely Indian hypermarket chain. operates Home Town. Future Value Retail Limited will continue to deliver more value to its customers. is India’s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. 170 Food Bazaar stores. a chain of seamless destination malls.000 people. The company operates 120 Big Bazaar stores . 53 . has over 1000 stores across 73 cities in India and employs over 30. covering an operational retail space of over 6 million square feet. a large-format home solutions store. The company’s leading formats includes Pantaloons. in over 70 cities across the country. led by its format division.

Total operational retail space crosses 10 million square feet mark. 2002 Food Bazaar. a business group catering to the entire Indian consumption space. Set up India’s first real estate investment fund Kshitij to build a chain of shopping malls. 2007 Future group crosses $1 billion turnover mark.5 billion in real estate. Big Bazaar crosses the 100-store mark. 2001 Three Big Bazaar stores launched within a span of 22 days in Kolkata. 2005 Group moves beyond retail. the company’s financial is formed to manage over $1. the supermarket chain is launched.Pantaloon Retail is the flagship company of Future Group. MILESTONES 2008 Future Capital Holding s becomes the second group company to make a successful Initial public offering in the Indian capital market. Future group acquires rural retail chain. 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. acquires stake in the Galaxy entertainment. Aadhar present in 65 rural locations. Indus League clothing and Planet Retail. making one of the fastest ever expansion of a hypermarket format anywhere in the world. Bangalore and Hyderabad. 2006 Future capital holdings. private equity and retail infrastructure funds. 2004 Central – India’s first seamless mall is launched in the Bangalore. 54 .

Everytime for Every Indian Consumer in the most profitable manner. Everywhere. IT’S VISION. the Indian jeans brand. 1987 company incorporated as Manz Wear Private Limited. Launch of Pantaloon trouser. 1992 Initial Public Offer (IPO) was made in the month of May. Pantaloon in Kolkata. 1991 Launch of Bare. MISSION AND CORE VALUES ARE: VISION Future Group shall deliver Everything. 55 .1997 Company enters modern retail with the launch of the first 8000 square feet store.Formal shirt brand launched. 1994 The Pantaloon shop – exclusive menswear store in franchisee format launched across the nation. 1995 John Miller. India’s first formal trouser brand. The company starts the distribution of branded garments through multi-brand retail outlets across the nation.

Leadership: to be a leader. Organisation shall infuse Indian brands with confidence and renewed ambition. Organisation shall be efficient. both in thought and business.conscious and committed to quality in whatever we do. making consumption affordable for all customer segments – for classes and for masses. CORE VALUE Indianness: confidence in ourselves.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. sincerity. cost. Organisation shall ensure that their positive attitude. humility and united determination shall be the driving force to make them successful. creating retail realty. Organisation will be the trendsetters in evolving delivery formats. 56 .

Openness: to be open and receptive to new ideas. Valuing and Nurturing Relationship: to build long term relationship.Respect & Humility: to respect every individual and be humble in our conduct. knowledge and information. business and action. understanding and meeting in full. to meet new challenges. employees and partners. Adaptability: to be flexible and adaptable. customers' needs with a helpful attitude and supportive behaviour and providing them with consistent quality products and services. Group is to achieve customer satisfaction. Simplicity & Positivity: simplicity and positivity in our thought. through building trust and confidence in their customers by anticipating. At Pantaloon there are extensive range of products and 57 ." 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. Introspection: leading to purpose thinking. Flow: to respect and understand the universal laws of nature. Organisation will attain this as a team with the full involvement of their suppliers.

the Pantaloons. But their Endeavour. by which Pantaloons attracted customer. their valued customer. designed to satisfy all shopping needs. Pantaloons has become the attractive store for customer by providing the high quality of product and better services than the competitor. since Pantaloons opened their gates to the Indian consumer. In 1997. Pantaloons fresh fashion attracts more to youth people by providing them with new trend garments with design. WHAT PANTALOONS SELL They believe in presenting their customer with a unique experience that compliments shopping. These are the values that we have internalized over the last 13 years to deliver what we call.000 employees. 58 .durables. they have collection of new trend which is trend.' Shopping. Today PANTALOONS has 1000 stores across 73 cities covering a retail trading area of 16 million square feet and employs 30. An experience that can only be delivered through valuing customer time and making customer feel special. Malls and FACTORY outlets. Fresh fashion is word used with the name of Pantaloons shows that. has always been to provide a pleasant and delightful shopping experience for customer. As PANTALOONS fresh fashion has become modern pioneer the retail revolution in India. by introducing the DEPARTMENTAL stores.

200/ on new enrolment 59 .Pantaloons has endless choice of apparels. 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. what makes shopping at Pantaloons’ so special. watches etc. Pantaloons have large number of products such as footwear. sunglasses. DVDs. these are a wide range of attractive product in stores. New design apparels for men. women and children with attractive merchandising and pricing of product. Benefits 7 Star Discounts on 10% all Purchases 5 Star 7. giving customer the perfect reason to indulge in shopping buds at Pantaloons.5% 3 Star 5% 1 Star Gift Voucher ofRs. cosmetics.

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

Children apparels. 61 .STORE BRAND Pantaloons to further its leading market position has developed its own brand. Books & Magazine and Cosmetics etc. Women apparels. soft product such as Men apparels. Stationary. soft toys.

Tommy Hilfiger. These all brands have good images on customers. JM Sport. UMM. Turtle. Bare. Honey. Ajile. There are trust towards of brand by customer because of quality. Enamour. 109F. Lombard. Biba. Ajile. F Factor. All. Celio. Aakriti.In Men apparels they have brands like John Miller. Indigo Nations. Rangmanch. Spykar. Jockey. HOW THE FOUR P’S SHOULD BE THERE FOR PANTALOONS TO OPERATE BETTER IN THE MARKET: PRICE EQUIVALENT TO THE MARKET 62 . Jealous. Shapes. Turtle. Rig. Triumph. And. fashion oriented of Pantaloons. Rig. Jockey. Scullers.

when it launches itself into the market and for the better and fast growth prospects of PANTALOONS (MUMBAI). ➢ Maximum number of formats to cover most of the consumer classes. SWOT Analysis Strength: ➢ Pantaloons Retail is the first retail chain with pan India presence. 63 .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. ➢ Strong supply chain mechanism.

➢ Store renovations of older stores not done. UMM etc consider as national brand and performing well. ➢ Private label brands like John Miller. ➢ Merchandise and product focus not consistent and clear.➢ Higher bargaining power due to maximum number of stores. ➢ Human Capital. so merchandise would have more of those colors. Opportunities: 64 .attracting the most talented pool from best business school across India. ➢ Low employees retention levels at shop floor level due to better pay package by competitors. ➢ Understanding of fashionAfter studying Indian market excessively and then delivering the products. higher customer footfalls and covering most type of formats. Weakness: ➢ Shrinkage rates are higher than industry norms. ➢ Trained customer relationship agents to guide customers. Like Big Bazaar had Indian bazaar like appeal whereas Central which is into lifestyle segment gives altogether different experience. For example: certain colors have more influence in a particular region. ➢ Unique Discounting/ Markdown – Special discount during independence and Republic days which attracts more number of customer than any other stores. ➢ Green card loyalty program which ensure loyalty of customer and helps in maintaining cordial relationship. ➢ Shopping experience is customized according to store formats. Bare.

Walmart lined for their Indian operations. ➢ Untapped segments such as ethnic wear. Tesco. ➢ Competitive rivalry in the industry Shoppers Stop. Organic cotton wear ➢ Stand alone store of other brands like Bare. ➢ Foreign players like Carrefour. Threats: ➢ Economy slowdown and scanty rainfall which has major impact on Indian Economy. garment etc have been reduced significantly. Westside etc. Consumer spending on nonessential fashion items. COMPETITOR PROFILE OF PANTALOONS 65 . ➢ Increase cost of raw material. the infrastructure sector in India is affected and hence the construction of few malls have been halted or slow down. and tier III cities. Lifestyle. Globus. power and transportation. UMM etc. ➢ Delay in store delivery – due to increased price and economic slowdown. ➢ More effective online shopping for garments.➢ Geographical expansion: Untapped market in the terms of tier II etc. ➢ Getting license agreement of smaller regional brands.

young. ➢ ‘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. The card is accepted across all Landmark Group’s umbrella of brands in India including Lifestyle. LOYALTY PROGRAM The Inner Circle Landmark Group’s Loyalty program allows members. Household & Furniture and Health & Beauty. 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. SPAR hypermarket. Gloria Jean’s Coffees & The Yellow Chilli chain of restaurant. Children Wear & Toys. ➢ ‘Reid and Taylor’ Retailer of the Year award for the year 2006 66 . Positioned as a trendy. The Inner Circle is today recognized amongst the leading Loyalty Program in the country with a member base of over 1. It is a part of the prestigious USD 3. Polynation food court. Lifestyle offers consumers not just the ease of shopping but also provides for an enjoyable shopping experience. to enjoy exclusive benefits and privileges such as reward points and exciting offers.LANDMARK GROUP Lifestyle International (P) Ltd. Home Centre by Lifestyle. Footwear.2 billion Landmark Group (Dubai). Awards ➢ ‘Most Respected Company in the Retail Sector’ by Business World – IMRB in 2003 and 2004. colorful and vibrant store. Splash. Each Lifestyle store brings together five concepts under one roof – Apparel. Bossini. Max Fashion. offering a convenient one-stop shop and a choice of over 350 national & international brands.1 million.

From it 67 . accessories. Home Centre by Lifestyle is present in Gurgaon. Pune. home & kitchenware as also its own private brands. Jaipur. Gurgaon. Pune and Kanpur. It is currently present in Ahmedabad. Chennai. Jalandhar. Mangalore. Shoppers Stop started in October 27. 1991 with its first store in Andheri. cosmetics. Noida. Lifestyle is rapidly expanding its footprint across the country with 22 stores. The company host of many international & domestic brands across various categories such as apparel. Bangalore. Delhi. K Raheja Group Shoppers Stop Limited is a chain of retail stores in India. Chennai and Hyderabad with 11 stores.➢ 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. Mumbai. Mumbai. Mumbai. Noida. Bangalore. Hyderabad.

With the immense amount of expertise and credibility. shoppers stop has progressed from being a single brand shop to becoming a Fashion & Lifestyle store for the family. Today. LOYALTY PROGRAM First Citizen Shoppers stop’s customer loyalty program which is called First Citizen. ➢ Retailer of the year. 68 . The program offers its member to its members an opportunity to collect points and avail of innumerable special benefits. Awards ➢ Most admired departmental stores chain at IRF 2010 award ceremony. Currently. known for its superior quality products. services and above all.5 lakh member who contribute to nearly 50 % of the total sales of Shoppers Stop.inception. Shoppers Stop is a household name. Shoppers Stop has a database of over 2. for providing a complete shopping experience.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. 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.

Cosmetics. Perfumes and Handbags. and Gift. Footwear. TATA GROUP Westside stores have numerous departments to meet the varied shopping need of customers. ➢ ‘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.➢ Brand of the year for its STOP Ladies ethnic wear in 2008 & 2009. These includes Menswear. Women’s wear. Household accessories. The company has already established 49 69 . Kid’s wear. It was established in 1998 as part of TATA GROUP.

Ludhiana. Gurgaon.000 square feet each) in Ahmedabad.000-30. Indore. Jabalpur. Chennai. The 30. and Noida. Hubli. Another winning Westside idea is Club West. Vadodara. Ghaziabad. Surat. Kolkata. Nagpur. Mumbai. Nashik. Loyalty Program: An assured return and exchanged policy reinforces customer in the chain. Raipur. Chandigarh. jaipur.Westside departmental stores (measuring 15. Lucknow. Hyderabad. Pune. home delivery of alterations. Awards: ➢ Asia Retail Congress 2008 ‘Retailer of the year’ ➢ ‘Private Label’ award. Kanpur. and Jammu. an honour bestowed by the Retail ➢ Image Retail Awards of 2009. Mangalore. Delhi.000 – plus customer gets rebates at restaurants and on holidays packages from Taj Group of Hotel. special shopping hours on the first day of any discount sales event organized by chain. a customer loyalty program launched in May 2001. Mysore. Bengaluru. 70 . The company hopes to expand rapidly with similar format store that offer a fine balance between style and price retailing. and best of all.

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

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. based on the concept instant gratification has ensured 100% card to benefit ratio. each with it own benefit 72 .Loyalty Program The Globus Privilege Club card. promotions and special shopping hours.Globus offers two different card categories.

Customer Satisfaction 73 .

Satisfaction in this sense could mean that a supermarket has just barely met the customer’s expectations. drastically changing customer attitudes and expectation levels. There is a recurrent struggle for existence and survival in the wake of deep competition. These factors have been divided into three heads. It would also help in knowing the magnitude and direction of movement of these factors amongst each other. It is an affective reaction in which the consumer’s needs. is a competitive strategy many retailers aspire to achieve. The benefits of taking the customer’s response beyond satisfaction at this level by exceeding expectations. Why Organizations Focus on Customer Satisfaction 74 .INTRODUCTION Satisfaction is a consumer’s post-purchase evaluation of the overall service experience. desires and expectations during the course of the service experience have been met or exceeded. not exceeded nor disappointed those expectations.Store. The study would enable me to understand the impact of various factors that influence a consumer’s shopping behavior in a departmental store. Situation and Shopper factors.

1) Occupation of the consumer. exemplary businesses focus on the customer and his/her experience with the organization. profits. They work to make their customers happy and see customer satisfaction as the key to survival and profit. 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. market share and survival. What is Customer Satisfaction? The definition of customer satisfaction has been widely debated as organizations increasingly attempt to measure it. Customer satisfaction in turn hinges on the quality and effects of their experiences and the goods or services they receive. customer loyalty. revenue. Although greater profit is the primary driver. Customer satisfaction can be experienced in a variety of situations and connected to both goods and services. 75 .Businesses monitor customer satisfaction in order to determine how to increase their customer base.

More than Rs. 15.M.Occupation consumer Business Service Housewife Others of the No. 10. 30 76 . of Consumer 60 30 20 10 Interpretation:. More than Rs. No.000 25 P.M.M. and 30 consumers are servicemen rests of consumers are housewife and others 2) Income group of consumer. 60 15. 5000 & less than Rs. Of Consumer 5 More than Rs.000 & less than Rs.000 P.000 P.The above graph shows that most consumers are belong to Business group.5000 p. Income Group Less then Rs. 10.m.

20. 25% customer from whose monthly income is more then 15000 3) Information source of Pantaloons Source of Information No. Of Customer Print Media Exibation & fair Neighbor & Relative Local Cable network 70 5 30 15 Interpretation:According to above histogram 58.83% from more than 5000 but less than 10000 Rs.5% knew from local cable network.16% are from whose monthly income is less than 5000 Rs PM.16% from fair. 25% from neighbor & relative & remaining 12.Interpretation:From the above histogram it is the clear that the sample size made from 4. 50% customer from more than 10000 but less than 15000 Rs. 4.33% customer knew about the pantaloons from print media. 77 .

e to 30 W Of q 3 ee C u 60 M ti kl u e 25 Af on m y te st n thl e o cy r y in 2 m to a er Vi to w 3 si ee t M k on th Interpretation:. 78 .4) Frequency to visit to Pantaloons N Fr 5 2 o. 25% weekly 20.16% customers are visit to pantaloons store 2-3 time in a week.83% after 2-3month & remaining 4. major 50% consumer are visit to pantaloons store monthly.from the survey of 120 customers.

79 . 95.e.5) Purchasing product Every Visit From Pantaloons Response Yes No No of Customers 115 5 Interpretation:-most of the customer i.83% customers are purchase something every time when they visit to pantaloons.

Customers 90 5 25 of Interpretation:-from the survey of 120 customers. & 4% consumer are not know about various product of pantaloons. major chunk that is 75% consumer knew. 80 .6) Knowledge of Various Product of Pantaloons Response Yes No Only few No. 21% consumer knew about only few.

86% customer prefer pantaloons due to its good services.25% from mansurover branch. 50% of the customer are purchase from gaurav tower branch.17% from 81 . 16. 33. 8.67% due to availability of every product under a roof & remaining.e.83% are prefer Pantaloons due to easily available of required product 8) From which Pantaloons mall you prefer to purchase mostly Location Milan Mall Phonix Mill R Mall Mega Mall No of customer 20 60 10 30 Interpretation:.37% due to cost efficient.7) why you give preference to pantaloons Reason Good services Cost efficient Availability of product Easily available No of customer 50 40 20 10 Interpretation:-above chat 41.there are 4 pantaloons mall situated in different area of Jaipur most of the consumer i.

12.16% ct think that need to improvement in services. or y 10) Pantaloons give offer time-to-time YES/NOT (if YES than) in 9) Your thinking about the services provided by employees which offer you prefer to purchase? Offer Off on print price Buy one get one Lottery coupon offer Others No of customer 60 40 10 10 82 . 25% think employee provide fa good services. service.& 4.vaishali nagar branch remaining 8% are purchasing from adarsh nagar branch of sprncer.33% think tis er that employee provide better services. N R o.e.5% think that employee provide avg. es 70 B of p 30 G ett c o 15 A oo er u n 5 N ve d st se ot ra o sa ge m Interpretation:-from the survey most of the consumer i. 58.

e.Interpretation:-From the survey. 12) Say about the billing process of Pantaloons Response Attractive Good Average Need to improvement 83 No of customer 80 20 15 5 . 11) Price of product in Pantaloons are appropriate as compare to other retail store Response Yes No No of customer 118 2 Interpretation:.From the survey. 98.33%customers are think that price of product in Pantaloons are appropriate as compare to other retail mart. 33.33% due to buy one get one free & 8.50% consumer prefer to purchase from Pantaloons due to off on print price.33% due to lottery coupon offer. Most of the customers i.

➢ According to customer perception the price of “apparels and hard products” the price is less than other competitor.Interpretation:-Above chart show that 66. ➢ Most of people are aware of the Pantaloons. 12. FINDING It is the findings of survey that was done for the project that brings the whole core of the project. 84 .16% say that need of improvement. 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”.67% say that good. ➢ 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. 16. ➢ When it comes to the CSR (customer sale representative) service most of customers of Pantaloons are much happy with their service quality.5% say that average and 4.67% customers are say that billing process of pantaloons is attractive.

10. 6. those have written their views/ compliant about the service. 85 . 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. There should be proper and continuous benchmarking. 4. Company should have to reduce price of some product etc. Delivery of Pantaloons products should be on time. 8. Servicing should be improved. 9. 7. 5.SUGGESTION 1. so the chances of price & quality higher than others will be reduce. Call back to customer and tell them what we have done for their suggestion and compliant. Packaging should be eco-friendly. PCM (price change master) should be update properly and system should show. 2. Proper inspection of all branches should be there. 3. Offer simple choice by memorandum weekly and informed by “e” and mobile [what in store and what is new].

m.M. 5000 P. More than Rs.11.000 P.M. A) Service Address: ………………………. 12. ….There should proper coordination between marketing and operation person the promos what they are giving. More than Rs.000 P. 15. More than Rs. 1 income group a) b) c) d) Less than Rs.: ……………………… Sex………………………. Tel.M. No. b) Business c) Housewife Q. 5000 & less than Rs..Offering more attractive Promotional schemes. so there should be no confusion between customer and operation person. APPENDIX Questionnaire Customer Satisfaction at Pantaloons in Mumabai Name: ………………………… Age: ………………………… Occupation……………………. 10.000 P. 10.000 & less than Rs. 15.2 How did you know about the product? a) Print Media c) Dealers & Suppliers b) Exhibition of Fair d) Local cable Network 86 .. Q.

Q. 5 Do you know about various product of Pantaloons? a) Yes b) No Q. 4 Do you Purchase something every time? a) Yes b) No Q. 3 what is Your Frequency it visit to Pantaloons mall? a) 2-3 time in a week c) Monthly b) Weekly d) After 2-3 Month Q. 9 what do you think about the services given by the employee? a) Better c) Average b) Good d) Not Satisfactory 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. 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 . 6 Which product you like most of Pantaloons? a) Cloths b) Cosmetics e) Footwear and Other c) Sports & Toys Q. 8 From which Pantaloons you prefer to Purchase mostly? a) Mega Mall c) Phonix Mill b) Milan Mall d) R Mall 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 c) Average b) Good d) Needs Improvement Q. 14 your suggestion ………………………………………………………………………………… ……… 88 .11 At the time of purchase if any product is not available you woulda) Wait for it b) Go for another branch of Pantaloons c) Purchase from other retail mall d) Go at local Market Q.a) Off on Print Price b) Buy one get one free c) Lottery Coupon offers d) Others Q.

Pantaloons provide apparels which are in the trend with affordable prices. In the Retail market Pantaloons has better image in consumers mind. Everyone likes to shop here. are here.CONCLUSION The research has done on the study of view of consumers about Pantaloons product. Pantaloons make good brand name among this market. Thus this study provides the overall view of consumer about PANTALOONS product. In the Indian retail market many players like Globus. 89 . Lifestyle. Westside. Some customer is not satisfied with the price of products. 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. Customers are very interested to come in Pantaloons due to its good service and new design apparels collections. Pantaloons has very good appearing shop. employees have be friendly with customer.

R.net www.com www.net Author Philip Kotler Kothari C.scibd.BIBLIOGRAPHY Books Marketing management Research methodology Magazine & News Paper Business World Economic Times Website www. 90 .Fibre2fashion.slideshare.

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