SYNOPSIS

For proposed internship project

TITLE

ANALYSIS OF CONSUMER BUYING BEHAVIOR AT

INDIVIDUAL STORES
OF ADITYA BIRLA FASHION AND RETAIL

Submitted to

JAIPURIA INSTITUTE OF MANAGEMENT, NOIDA

Under supervision of
Professor Surender Kumar

Submitted By
Pragya Priyadarshini
JN1810103
PGDM-B

March 2019
 TITLE: “Analysis Of Consumer Buying Behavior At Individual
Stores Of Aditya Birla Fashion And Retail”

COMPANY INTRODUCTION
.ABFRL emerged after the consolidation of the branded apparel businesses of Aditya
Birla Group comprising ABNL's Madura Fashion division and ABNL's subsidiaries —
Pantaloons Fashion and Retail (PFRL) and Madura Fashion & Lifestyle (MFL) in
May 2015. Post the consolidation, PFRL was renamed Aditya Birla Fashion and
Retail Ltd.

ABFRL brings together the learnings and businesses of two renowned Indian fashion
icons, Madura Fashion & Lifestyle and Pantaloons creating a synergistic core that
will act as the nucleus of the future fashion businesses of the Aditya Birla Group.

JOB DESCRIPTION

Position: Assistant Store Manager

Purpose: To assist with the store manager in the store operations in an

efficient and professional manner to ensure quality service to the customers.
And, to provide prompt, efficient and courteous service; display salesmanship
and hospitality, interact and assist with the Senior CCAs and CCAs to ensure
that sales are proceeding smoothly.

Accountability :
 People Management,
 Visual Merchandising,
 Standard Operating Procedures,
 Achievement Of Sales Target,
 Shrinkage Control
 Backroom Management
 Theoretical Framework

The project in summer internship is expected to be designed in such a way that

it analyses consumer buying behavior depending on visual merchandising of an
individual store, competitor analysis and inventor warehousing.

Competitor analysis:

Vrio Framework: is the tool used to analyze firm’s internal resources and
capabilities to find out if they can be a source of sustained competitive advantage.

Bcg matrix: BCG matrix is a framework created by Boston Consulting Group

to evaluate the strategic position of the business brand portfolio and its
potential.

Porter’s 5 forces analysis for competition: is an analysis tool that uses five
industry forces to determine the intensity of competition in an industry and its
profitability level.

The purchase model of consumer buying decision process: it consists of

buyer’s decision process and factors affecting buyer’s decision process.

Inventory Warehousing: Warehousing is an act of storing goods that will be

sold or distributed later. Inventory management is management of stock
availability.

To Manage a warehouse Inventory on large scale we have Warehouse

Management System. Inventory Management is an intrinsic part of
Warehousing. Warehouse Management System (WMS) is more complex to
setup than a typical Inventory Management System (IMS).
Research Methodology.

Objective of research:

To analyze consumer buying behavior based on visual merchandising of the

ABFRL store.
To analyze consumer buying behavior based on brand awareness by the method
of competitors’s analysis.

Research Methodology:

Research can be based on primary survey conducted by me on customers and

analysis of inventory outward and inwards of the store.
The research tools used would be- questionnaires for customer
External audit of store by trying to know the competitors store sales

Questionnaire:
Variables to be developed a questionnaire on:
 Visual merchandising
 Assistance by sales representative
 Brand image (competitor analysis)
 Sales promotion effect on buying behavior
 Demographic (IV)

Data collection:
 Inward and outward stock(season wise)
 Inventory and Warehousing(Season wise)
 Expected learnings and analysis

The market capture in defined location of ABFRL stores.

The market penetration of ABFRL stores in given market.

The brand recognition of ABFRL stores in the given market.

As the company has specified at the time of selection that they will assign us
tier 2 cities there can be opportunities

At expanding the market penetration of ABFRL brand in said market

Know the reasons of success/failure of particular store in the given market and
find out ways to improve the present condition of store.

Know about the visual merchandising of stores.

Know about the inventory and warehousing of the stores of ABFRL and their
effect on sales.

To analyse the footfall in ABFRL stores compared to other stores.

Learn to work under pressure with a team in a hierarchical structure .

Learn ways of conducting internal and external audit of ABFRL stores.

Thank you.