Title of the Project

CUSTOMER BUYING BEHAVIOR

Submitted in partial fulfillment of the requirements

for Certification of having successfully completed the
Post Graduate Program in Management (PGPM) from
Unitedworld School of Business, Kolkata

SUBMITTED BY

Name: Sujata Sarkar

Roll no. KS101820107
Batch/ Year: Summer Batch 10, Year-2019
Unitedworld School of Business, Kolkata

1
 Student’s Declaration

I hereby declare that this Summer Internship Project SIP report titled customer buying behavior,
based on the work undertaken by me at Aditya Birla fashion and retail industry during 18 April
2019 to 18 June 2019 under the guidance of my Project Guide mr. Ravi Verma is an original
work prepared by me under the guidance of Prof. TanushreeDatta, and is submitted in partial
fulfillment of the requirements for a Certificate under the two-year full-time Post-Graduate
Program in Management conducted by Unitedworld School of Business, Kolkata, and that this has
not been submitted anywhere else for award of any other degree/ diploma or for any other
commercial purpose whatsoever.

Place: Kolkata Student’s Signature:

Date: Student’s Name: SujataSarkar

Enrollment no: KS101820107

Batch: SB -10

2
 Faculty Guide’s Certification

I certify that this SIP/WIP was undertaken under my guidance and that I find the report satisfactory
for award of Certificate under the PGPM of UWSB.

Place: Kolkata Faculty Guide’s Signature:

Date: Faculty Guide’s Name: prof. TanushreeDatta

3
 Table of Contents
Page
No.

CHAPTER 1 : Executive Summary 6

CHAPTER 2 : 2.1 Introduction 7

: 2.1.1 Objective of the Project 8

: 2.1.2 Introduction to the Industry 9 - 10

: 2.1.3 Introduction to the Company 11 - 16

: 2.2 literature review 17 - 24

: 2.3 Research Methodology 25

: 2.4 Sampling Design and Sample Size 26

CHAPTER 3 : Analysis & Findings 27 - 38

CHAPTER 4 : 4.1 Limitations of the Report 39

: 4.2 Recommendations 40

: 4.3 Conclusions 41

ANNEXURES : A-1 All tables, charts and graphs :

A-2

: A-3

: A-4

: A-5

: A-6

: A-7

4
 : B-1 Questionnaire 42 - 44

: Bibliography 45

5
 Chapter - 1

EXECUTIVE SUMMARY

This project report throws light on the reasons behind customer’s decision of
choosing Pantaloons for purchase of Apparels and various other products from
Pantaloons. Pantaloons is one of the emerging players in the Indian retail industry
and offers a deep insight into the industry.

For completion of this report nearby Pantaloons store for conducting survey and
fulfillment of questionnaires. A sample size of 100 was selected due to limitation
of time. Among those who were interviewed consist of housewives, professionals,
and even college going students. Though the sample size considered was small but
it was so varied in order to overcome all the odds. Random stratified sampling
method was considered to be best suited to fulfill the project hypothesis Primary
data collection was done through questionnaire and interviews and secondary data
collection through company websites and various previous research reports.

Through survey effect of various factors like ambience of store, low prices and
convenience came in light and the reason of people choosing Pantaloons over other
retail outlets became clear. Respondents gave many suggestions for Pantaloons like
they should have more Staff especially during Sales, more Sitting area, more
variety, etc

6
 Chapter - 2

Introduction to consumer buying behavior

Customer behaviour has been always of great interest to marketers. The knowledge of
customer behavior helps the marketer to understand how consumers think, feel and select
from alternatives like products, brands and the like and how the consumers are influenced
by their environment, the reference groups, family, and salespersons and so on. A
customer‟s buying behavior is influenced by cultural, social, personal and psychological
factors. Most of these factors are uncontrollable and beyond the hands of marketers but
they have to be considered while trying to understand the complex behavior of the
consumers. Consumer is the study “of the processes involved when individuals or groups
select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy
needs and desires” (Solomon 1995, 7). In the marketing context, the term „consumer ‟
refers not only to the act of purchase itself, but also to patterns of aggregate buying which
include pre-purchase and post-purchase activities. Pre-purchase activity might consist of
the growing awareness of a need or want, and a search for and evaluation of information
about the products and brands that might satisfy it.

Post-purchase activities include the evaluation of the purchased

item in use and the reduction of any anxiety which accompanies the purchase of expensive
and infrequently-bought items. Each of these has implications for purchase and repurchase
and they are amenable in differing degrees to marketer influence (Foxall 1987). Engel, et
al. (1986, 5) define consumer behaviour as “those acts of individuals directly involved in
obtaining, using, and disposing of economic goods and services, including the decision
processes that precede and determine these acts”. Simple observation provides limited
insight into the complex nature of consumer choice and researchers have increasingly
sought the more sophisticated concepts and methods of investigation provided by
7
behavioural sciences in order to understand, predict, and possibly control consumer
behaviour more effectively.

OBJECTIVES OF STUDY:

This marketing research aims to study:

1. To find out on what basis the customers buy product
2. To find out how many times the customer visit pantaloons
3. To find out the reason why they visit pantaloons
4. To find out which department customer mostly visit
5. To find out the reaction of customers when they find Pantaloons overcrowded
6. To find out customer are satisfied from the service of pantaloons
7. To find out if customer get any benefit from loyalty program
8. To find out what problem the customer faced when they come for shopping in
pantaloons

8
INTRODUCTION TO THE INDUSTRY

RETAIL INDUSTRY

The retail industry is a sector of the economy that is comprised of Individuals and
companies engaged in the selling of finished products to consumers. The retail industry
has added to the economic growthof many countries and is definitely one of the fastest
growing and dynamic industries in the world today. Consumer’s needs are changing;
competitors are entering the market arena, and technology is introducing new retailing
methods in the industry. At the same time, retailing is also changing rapidly because of the
fast changing environment in which retailers operate. Hence, to survive and sustain the
market, retailers need to know how to keep shoulder to shoulder of these changes to attract
new customers and retain them.

RETAIL INDUSTRY IN INDIA

India is one of the fastest growing retail markets in the world, with 1.2 billion people.
Indian retail will nearly double in economic value, expanding by about $400 billion by
2020.It is anticipated that 21 million people have been employed in the retail sector in
India, which is 7 percent of the total national
Workforce Majumder, Sanjoy (2011)

9
EVOLUTION OF INDIAN RETAIL

The evolution of retailing in India was traced back to the weekly haats, Village and rural
meals and small town markets. Primarily, weekly formats catered to the daily necessities
of villagers. Village meals were larger with a wide variety of goods sold like food,
clothing, cosmetics and small consumer durables. With the emergence of larger towns and
cities, the neighborhood Kirana stores, which cater to the convenience of the Indian
consumers, became popular. To provide equal opportunities in employment and earning to
the rural craftsmen, Khadi and Village Industries Commission set up countrywide chain of
7000 plus stores in India (Levy, 2008).In big city’s government encouraged to set up of
super bazaars and co-operativestores to make available on all essential items at fair prices.
In big cities and metros, during these period shopping centers with the proper car parking
facility has been evolved. Today, the modern retail revolution witnesses the India as small
towns, cities and metros and has been exposed to the new shopping formats through the
emergence of excellent malls and huge shopping complexes that offer shopping,
entertainment and food all under one roof. The hypermarket and supermarkets are
consistently trying to provide the customer with the value, variety and volume.

FACTORS DRIVING THE GROWTH OF

RETAIL SECTOR

The Indian economy is growing, and the consistent economic growthResulted in a decent
rise inincome level of the middle class. The thickening of the pocket of the consumer
resulted in a revolution of the retail industry. With the growth in organized retailing,
unorganized retailers have brought drastic changes in their business models. Many factors
are responsible for the growth of the retail sector. They are raising disposable income of
the middle class and lower middle class, increasing number of dual income of nuclear
families, changing lifestyle and consumer behavior and store design.

10
INTRODUCTION TO THE COMPANY

Pantaloons is a fashion retail store, previously controlled by the Future Group, and later
taken over by Aditya Birla Group.It operates multiple retail formats in both the value and
lifestyle segment of the Indian consumer market .With effect Jan. 1, the company
separated its discount store business, which includes the Big Bazaar hypermarket and the
Food Bazaar supermarket businesses, into Future Value Retail Ltd., its wholly-owned
subsidiary, so that the company may be listed independently.

The company’s brands include Pantaloons, a chain of fashion outlets, Big Bazaar, a
hypermarket chain and Food Bazaar, a supermarket chain. Some of the company's other
regional brands include, Depot, Shoe Factory, Brand Factory, Blue Sky, aLL, Top 10 and
Star and Sitara. A subsidiary company, Home Solutions Retail (India) Limited, operates
Home Town, a large-format home solutions store, Collection i, selling home furniture
products and E-Zone focused on catering to the consumer electronics segment. The first
Pantaloon was opened in Gariahat in 1997. Over the years, it has undergone several
transitions. When it was first launched, this store mostly sold external brands. Gradually, it
started retailing a mix of external brands while at the same time introduced its own private
brands. Initially positioned as a family store, it finally veered towards becoming a fashion
store with an emphasis on 'youth' and clear focus on ‘fresh fashion’. Today, the fashion
store extends to almost all the major cities across the country. Pantaloons have established
its presence with stores not just in the metros, but also in smaller towns. Pantaloons stores
have a wide variety of categories like casual wear, ethnic wear, formalwear, party wear
and sportswear for Men, Women and Kids. It includes different varieties Bare Denim,
John Miller, Honey, Spyker, Ajile, Rig, Annabelle, Honey, Jealous21, Trishaa, Urban
Yoga. 'Fresh Fashion' an idea that has captured the imagination of young India. With a
focus on the youth of today, Pantaloons offers trendy and hip fashion that defines the
hopes and aspirations of this demography.

11
Introduction to Pantaloons
 Pantaloons Retail (India) Limited, is India’s
Landing retailer that operates multiple retail
formats in both the value and lifestyle segment of
the India consumer market. Headquartered in
Mumbai.
 The company operates over 12 million square feet
of retail space
 Has over 350 store across 73 cities in India
 Employs over 30,000 people

Company Profile
 SangeetaPendurkar (CEO)

Pantaloons are an Indian premium clothing retail chain. The first

Pantaloons store was launched in Gariahat, Kolkata in 1997.The brand operates
nationwide in Indian over 75cities and offers more than 200 licensed and international
brands.

Aditya Birla Fashion and Retail Ltd (ABFRL) said it appointed

Dikshit managing director of the company, replacing Pran
effect from Feb 1, 2018.
Dikshit, who is currently the business head of the of Madura Fashion and
Lifestyle division, will take up the new position for a period of five years, the
Retailer of Louis Philippe and Van Heusen brands said in a filing with the BSE
on Tuesday.

12
ABOUT COMPANY

A US $43 billion corporation, the Aditya Birla Group is in the League of Fortune 500.
Anchored by an extraordinary force of over 120,000 employees, belonging to 42
nationalities. Over 50 percent of its revenues flow from its overseas operations spanning
35 countries.

The Aditya Birla Group was named the AON best employer in India for 2018 over the last
7 years. The Group was earlier ranked fourth in the world and first in Asia Pacific in the
'Top Companies for Leaders' study 2011, conducted by Aon Hewitt, Fortune Magazine
and RBL (a strategic HR and leadership advisory firm). The Group has also topped the
Nielsen's Corporate Image
Monitor 2014- the third
consecutive year.
Spotlighting today’s
buoyant youth, Pantaloons,
India’s premium lifestyle
apparel company offers
chic and trendy fashion to
meet their ever
ideology of always keeping
alive the ‘newness factor’ through fashion apparel and accessories that are visually
appealing and fashionably upbeat.

The first Pantaloons store was launched amidst much fanfare in Gariahat, Kolkata in 1997.
Over the years, the brand has undergone several
compelling trends and styles catering to the evolving fashion hub.

Since its inception, Pantaloons progressed from retailing just a mix of brands to its very
own popular private labels as well, designed by the in-house Design Studio. With a sharp
focus on bringing the latest in fashion, the Design Studio combines its prowess in design
and aesthetics to present styles that keep the consumer fashionably dressed each season.

13
Initially positioned as a store catering to the fashion needs of the entire family, Pantaloons
has transitioned to a fashion and lifestyle brand with an emphasis on youth and a focus on
designs that are inherently in sync with current fashion trends. This compelling
combination has helpedPantaloons retain its place on the style radar of every consumer’s
wardrobe.
Pantaloons stores have an abundance of choices across categories that range from western
to Indian wear, formal to party wear and active wear for men, women and kids. To further
add to the customer’s innumerable choices that reflect style, attitude, and comfort,
Pantaloons has extended its horizons to fashion accessories like fragrances,
footwear,handbags, watches, sunglasses and much more.
With a chain of 70 fashion stores across 35 cities and towns, Pantaloons is constantly
extending its foot-prints into the rest of modern India.

Pantaloons which was previously controlled by the Future Group has now been taken over
by Aditya Birla Nuvo Limited [‘ABNL’]. ABNL is a part of the prestigious Aditya Birla
Group, a $40 billion Indian multinational, operating in 36 countries across the globe with
over 133,000 employees.
The Aditya Birla Group ranks high in the League of Fortune 500 Corporations of the
world with a strong mix of talented and capable personnel comprising of 42 different
nationalities, who are credited with anchoring the organization and scripting one brilliant
success story after another.
Backed by the giant conglomerates, ABNL and Future Group, both the entities will work
in tandem to derive operational synergies for back-end, supply chain and other crucial
value drivers
of the business.
With all these advancements, Pantaloons is one of the fastest growing apparel companies.
And is poised to grow bigger and better.

14
Aditya Birla Fashion and Retail Limited

Aditya Birla Fashion and Retail Limited (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 (MF&L) in May 2015. Post the consolidation, PFRL was renamed
Aditya Birla Fashion and Retail Limited. ABFRL brings together the learning’s and
businesses of two renowned Indian fashion icons, Madura Fashion & Lifestyle and
Pantaloons Fashion and Retail. ABFRL is India's No 1. Fashion Lifestyle entity with a
combined revenue of Rs. 6,633 core for FY17, growing at a rate of 10 per cent and
EBITDA of INR 476 core for FY'17 that has grown at 18 per cent over the last year. The
ABFRL umbrella includes:

Madura Fashion & Lifestyle

Madura Fashion & Lifestyle, a division of ABFRL, was the first player operating on a
national scale, dedicated to the core business of fashion retail in India. Originally known
as Madura Garments, MF&L was born in 1988 at the cusp of the unshackling of the Indian
economy. Fashion in those days was not what the consumer's aspirations merited. MF&L
has a vast retail network comprising exclusive outlets, premium multi-brand and
department stores. Four of its brands are among India's top fashion names, with MRP sales
in excess of Rs. 1,000 crore each.

15
Brands

Louis Philippe led the aspiration for fashion excellence, giving its customers access to the
finest in global fashion. Van Heusen focused on empowering the fashion ambitious
professional partnering his career ambitions with power dressing. Allen Solly was for
those looking for a smart fashion alternative. It came out with the concept of Friday
Dressing. Peter England with its promise of honest-to-goodness prices emerged the
favorite for a large mass of first jobbers. Brand extensions to new categories – including
sportswear, footwear, bags and accessories – have been at the core of MFL's leadership in
its segments. MF&L brands have also established strong roots in women swear and are
getting popular in kids wear as well. The company also houses a range of other fashion
formats – Planet Fashion, The Collective, Hackett London, and Trending. Planet Fashion
is a multi-brand, apparel-retailing format that houses MF&L's in-house brands and some
significant others. The company's premium lifestyle store, The Collective, offers a unique
blend of global fashion, international trends and luxury customer services to customers.
MF & L has entered into the luxury mono brand business in India and through a joint
venture introduced the quintessential British men's luxury brand Hackett London into
India. The journey of MF&L has been a journey of pro-actively partnering the ever-
evolving Indian fashion consumer.

ABFRL has acquired exclusive online and offline rights to market the global brand –
‘Forever 21’ and its existing store network, in the fast-fashion segment in India. To
expand its international portfolio, ABFRL entered into exclusive partnerships with two of
UK’s most successful fashion brands, ‘Simon Carter’ and `Ted Baker’.

16
The benefit company gets from knowing customer
buying behavior

 Know the customer need and accordingly product are introduced

 Increase the sale of the company
 Attract new customer
 Increase the communication with customer
 Make customers feel appreciated
 Gather valuable data
 Increase revenue

MERCHANDISE MIX

Pantaloons has a wide range of products in its store- Men Casuals, Formals, Sportswear,
Undergarments , Ethnic Wear, Children cloths, Girls and Ladies casual and Formals, Jeans
and sportswear, traditional wear, Toys, Footwear, Cosmetics, Perfumes, Deodorants,
Sunglasses, Wrist Watches, and Jwellery. Some brands are stated above others are:

17
VISUAL MERCHANDISING

 Activity of promoting the sale of goods, especially by their presentation in retail

outlets.
 This includes combining product, environment, and space into a stimulating and
engaging display to encourage the sale of a product or service.
 Visual merchandising is the art of implementing effective design ideas to increase
store traffic and sales volume.

OBJECTIVES OF VISAUL MERCHANDISING

 A desire to attract customers to a place of business in order to sell the

merchandise.
 It is offered to the customer through interior and exterior presentation.
 It helps create positive customer image.
 It helps to increase sales.
 Good exterior visual merchandising attracts attention, creates interest, and invites
the customer into the business.

18
Manequees:-
 A special type of sign is used to display the name of the store.
 An effective marquee must stand out from the other businesses to attract
customers
 It can be used to announce a change in season, sale, a special event or a
promotion.

Banners:-
 These are used increasingly as an inexpensive but colorful, eye-catching means of
promotion.
 Banners can be hung from flagpoles, projected from the building or hung flat
against the exteriors.
 Where many signs compete for customer’s attention, design and logo become more
important. They should be unique, noticeable and readable.

Private labels:-

Pantaloons have their own in house brands in Apparel as well as different sections some
of them are:-
 Honey
 Annabelle
 Bare
 Ajile
 Dreams
 SF

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Brands

Pantaloons today retails over 200 licensed and

international brands, including 24 exclusive brands.
The Pantaloons exclusive brand bouquet includes Ajile,
Akkriti, Alto Moda, Annabelle, Bare Denim, Byford, Candies’
New York, Chalk, Chirpie Pie, Honey, Izabel London, Poppers,
Rangmanch, Richard Parker SF Jeans, Trishaa, Urban Eagle;
besides, it also features brands licensed on a long- term basis:
Bare, Rig, SF Jeans, Byford, JM Sports, Lombard and Candie’s New York.

It also hosts Madura F&L's brands such as Louis Philippe, Van Heusen, Allen Solly, Peter
England and People in menswear; Van Heusen and Allen Solly in women wear, and Allen
Solly Junior. It retails partner brands such as John Miller, Celio, Spykar, Levis and Lee
Cooper in menswear; Jealous 21, 109*F, AND, KRAUS in women's western wear; BIBA,
Global Desi, and W in women's ethnic wear; Barbie and Ginny &Jony in kids wear.

20
Pantaloons In House Brands
 Rangmanch
 Trisha
 Akkriti
 Annabelle
 Honey
 Bare Denim
 Candies
 RIG
 Ajile
 Alto Moda
 SF Jeans
 Chalk
 Poppers
 Bare kids Lombard
 JM-Sport
 Bare Leisure

Non Pantaloons Brands

 BIBA
 AND
 Global Deshi
 Jealous 21
 109F
 John Miller

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LOYALTY PROGRAM:

A customer loyalty program is a structured and long term marketing effort which provided
incentives to repeat customer who demo0nstrate loyal buying behavior. Successful
programs are designed to motivate customer in a business’s target market to return often,
make frequent purchase, and shun competitors.

The benefit customer gets from loyalty program:

1. Discount every time when they shop

2. Free enrolment
3. No question asked for exchange
4. For 90 days bill not required for exchange
5. Point of green card are instant redeem in the next bill
6. Convenient mobile based program
7. Exclusive billing counter for 3* , 5*,7* customer
8. Reimbursement of paper bags as a point for 5* and 7* customer
9. Call and sms for special offer and new collection come in
10. Special day offer for 3*,5*,7* customer

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SWOT ANALYSIS

STRENGTHS

1. Pantaloons are one of the largest retailer having 100+ stores across 40 cities in
INDIA.
2. Pantaloons are one of the largest retailers by market capitalization and revenue in
INDIA.
3. Pantaloons are a popular brand identity with presence across in INDIA.
4. Pantaloons offer a wide variety of clothes for man, woman and kids.
5. Pantaloons always updated with changing consumer preferences.
6. Advertising, branding & discount have enabled the brand to capture the youth.
7. Pantaloons have high no. of purchase order

Weakness

1. Pantaloons provide too many brand switching option and low for that low brand
loyalty
2. Pantaloons can increase their footfalls by TV commercials
3. Pantaloons can tie-up with fashion industries and even online brands help increase
sale

23
Opportunities in the SWOT analysis of pantaloons

1. Huge untapped market

2. To take over, merge with or from strategic alliances with other global retailers,
focusing on specific markets.

Threats

1. intense & increasing competition other retail store

2. Being number one means that you are the target of competition.(extra competition
and new competitors entering the market could unsteady pantaloons retail store)
3. Price wars between competitors ,price cuts and so on could damage profits for
pantaloons retail India

24
 RESEARCH METHODOLOGY
A descriptive research design has been followed for this marketing research which
highlights both the qualitative and quantitative aspects of the identified problem.

PRIMARY DATA
To collect primary data best way is to interact with people directly it can be through direct
interviews and questionnaires. Both these methods have used for collection of primary
data
SECONDARY DATA
Secondary data is collected from company websites and various Literature reviews. As
Pantaloon is daily in news because of its expansion plans, so I benefited a lot from articles
on net.
SURVEY DESIGN/STUDY AREA
Random stratified sampling was chosen for research. Mall was selected as the study area
and people from this area were selected for filling up of questionnaires and collecting
responses due to convenience of location.
SAMPLING PLAN: Sampling plan for this research project is divided into following
four steps:

 Sample size: A sample size of 100 respondents was chosen because of time
constraint. Though small sample size but it consists of varied type of respondents
so as to overcome any error at the time of generalization of result.
 Sample unit: Pantaloons store at SunCity Mall was chosen as sample unit. Survey
was conducted in may and June 2019.
 Sample procedure: Due to time and various other constraints convenience was
restored. But efforts were made to check the accuracy of responses.
 Contact method: Questionnaire method was used to establish direct
Contact with Respondent.

25
Questionnaires:
The best way to collect the data is to
Personally administer the questionnaires.
The advantage of this method is, the data
can be collected from the respondents
within a short period of time. Any doubts
that the respondents might have on any
question could be clarified on the spot.

Sample size –A sample size of 100 respondents was chosen because of time
constraint. All though the sample size is small but it consists of varied type of respondents
so as to overcome any error at the time of generalization of result.

26
 Chapter - 3

GENDER
Gender Number Percentage
Male 44 44
Female 56 56
Total 100 100

GENDER

male

female

Interpretation

From the above table we conclude that 44% consumers are male and 56% consumers are
female

27
 AGE GROUP

Age Group Number Percentage

21-30 25 25
31-40 45 45
41-50 20 20
51-above 10 10
Total 100 100

45

40

35

30

25
Age Group
20

15

10

0
21-30 31-40 41-50 51-above

Interpretation

From the above table we conclude that mostly people who are start working prefer
Pantaloons

28
Q3. On which basis you buy a product?

Category Number Percentage

Price 52 52
Quality 40 40
Fashion 8 8

60

50

40

30

20

10

0
price Quality Fashion

Interpretation :
From the above table it shows that buy the product on the basis of price and then quality
and minimum number of customer buy product on the basis of fashion

29
Q4. How often you visit pantaloons in a month?

Category Number Percentage

1 to 3 times 34 34

3 to 6 times 40 40

6 to 9 times 18 18
More than 9 times 8 8
Total 100 100

40

35

30

25

20

15

10

0
1 to 3 times 3 to 6 times 6 to 9 times more than 9
times

Interpretation :
From the above graph we know that 40% customers come 3 to 6 times in a month,34%
customers come 1 to 3 times in a month, 18% customers come 6 to 9 times in a month, 8%
customers come more than 9 times visit pantaloons

30
Q5. Any specific reasons why you visit pantaloons?

Category Number Percentage

Variety of product 16 16
Good quality 32 32
Convenience of location 32 32
Low price 20 20
Others 0 0
Total 100 100

variety of product
good quality
convenience of location
low price
others

Interpretation:
From the above table we know that 32% customers visit pantaloons for good quality of
product and convenience of location, 20% visit for the reasons of low price of low price
and rest 16% visits for the reason of variety of product.

31
Q6. Which section or department you visit more?

Category Number Percentage

Women Western 28 28
Women Ethnic 18 18
Kids 16 16
Men’s Casual 24 24
Men’s Formal 14 14
Total 100 100

Woman Western
Woman Ethnic
Kids
Men's Casual
Men's Formal

Interpretation:
The graph shows that 28% customers visit Women Western department, 24% customers
visit Men’s Casual department, 18% customers visit WomenEthnic department, 16%
customers visit Kids department and 14% customer visit Men’s Formal department.

32
Q7. How many times you seen pantaloons overcrowded?

Category Number Percentage

Rarely 54 54
Frequently 36 36
Never 10 10
Total 100 100

Rarely
Frequently
Never

Interpretation:
It is seen that due to a huge shopping space 54% of respondent have rarely seen it
overcrowd. Only 36% of respondent said that they have frequently seen pantaloons
overcrowded specially at the time of sale and during puja time that means in sale and puja
more number of customers goes for shopping at pantaloons and remaining10% claimed
that they have never seen pantaloons overcrowded.

33
Q8. What do you do when pantaloons is overcrowded?

Category Number Percentage

Go to purchase on that 56 56
moment
Wait for sometime 4 4
Come next day 24 24
Go to some other retail 18 18
store
Total 100 100

go to purchase on that moment

wait for sometime
come on next day
goto some other retail store

Interpretation:

This question was structured in order to observe the effect of pantaloons stores if staying
overcrowded on respondent. Response to this question was dependent on the type and
occasion for apparel. It shows that majority of the customer prefer pantaloons when it is
overcrowded.

34
Q9. You get any benefit from the loyalty program?

Category Number Percentage

Yes 62 64
No 38 36

Total 100 100

70

60

50

40

30

20

10

0
yes No

Interpretation:

From the above table it shows that most of the customer that means 64% customer get
benefit from loyalty program and 36% customer says that they don’t get any benefit from
loyalty program system.

35
Q10. You faced any problem when you come for shopping in
pantaloons?

Category Number Percentage

Yes 86 86

No 14 14

yes
no

Interpretation:
From the above table it shows that 86% customer have some problem faced when the
customer come for shopping in pantaloons and 14% customer does not faced any problem.

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Q11. What type of problem that you faced?

Category Number Percentage

Product related problem 20 20
Size related problem 46 46

Offer\discount related 12 12
problem
Exchange related problem 3 3

Alteration related problem 5 5

No problem 14 14

Sales

product related problem

size related problem
offer\discount related problem
exchange related problem
alteration related problem
no problem

Interpretation:
From my sample it shows that 20% customer have product related problem, 46% customer
have
size related problem, 12% customer have offer related problem, 3% customer have
exchange related problem, 5% customer have alteration related problem and 14%
customer don’t have any problem.

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Q12. Are you satisfied with pantaloons service?

Category Number Percentage

Excellent 28 30
Good 36 38
Average 28 28
Poor 8 8
Total 100 100

excellent
good
average
poor

Interpretation:

As far as overall shopping experience of people at pantaloons is concerned that the

majority of respondent i.e. 30% are very satisfied and 38% are satisfied and 24% are not
satisfied but also not dissatisfied. And other 8 % are dissatisfied as they demand more staff
during sale, more sitting area, more variety and size of product, some product which is
goanna out of stock before finishing the season

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 Chapter – 4

LIMITATION OF THE PROJECT

1. THE QUESTIONNAIRE is filled by the respondent may not feel confident in

providing the accurate and honest answers.
2. The respondents were in a hurry to fill the questionnaire this adds to a certain
amount of unreliability.
3. Every customer are not possible to take as a sample so the actual picture is not
shown.
4. The area of collection of data is limited to only Barasat. If the data had been
collected from a wide area the result would have been much more conclusive.
5. No special effort has been given segmented the respondents on the basis of income
& wealth such segmentation could have given a more vivid picture.

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 Recommendations

1. Increase the variety level of the product

2. Inventory management should be done ensuring that the product is available in all
size.
3. Try to improve the services so they can handle overcrowded situation.
4. Sale and puja’s time they should appointed some casual staff to handle
overcrowded situation.
5. Try to educate the customer about types of product and its offer.
6. Clearly define customer for the product.
7. Giving cost benefit to regular customer will be building a strong loyal customer
base.
8. They should try to decrease the stock out cost.
9. Identify the problem of the customer.
10. Satisfy the customer which he\she need.
11. Focus on keeping customer for life time.

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 Conclusion

Al last after completed my 2 month internship with one of the leading retail industry
Aditya Birla fashion and retail limited, I learned that

1. How they handle customer and their need and as well as their staff
2. How a marketing department actually works
3. How to approach retailers
4. How they increase customer satisfaction so they are become loyal

Now I can say that study about customer buying behavior is very important because it not
only increase our knowledge about customer need and preference it also increase
company’s revenue by increasing sale and attract new customer. If a company knows the
customers then they can easily compete with the competitors and survive in the market.

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 Questionnaire

SujataSarkar student of Unitedworld School of Business conducting a study on

“Customer buying Behaviour in Pantaloons at SunCity Mall “ as a part of my
summer internship.

1. Name -
………………………………………………………………………………………
………

2. Gender - Male Female

3. On which basis you buy a product?

Price quality fashion

4. Age Group - 21-30 31-40 41-50 51 – Above

5. How often you visit Pantaloons in a month?

a) 1 to 3 times c) 6 to 9 times
b) 3 to 6 times d) More than 9 times

6. Any specific reason for visiting Pantaloons?

a) Variety of Product
b) Good Quality
c) Convenience of Location
d) Low price
e) Others If others then please specify reason
……………………………………………………..

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 7. Which Section / Department You visit more?
a) Women Western
b) Women Ethnic
c) Kids
d) Men’s Casual
e) Men’s Formal

8. How many times have you seen Pantaloons overcrowded?

a) Rarely
b) Frequently
c) Never

9. What do you do when Pantaloons is Overcrowded?

a) Go for purchase that moment
b) Wait for sometime
c) Come Next Day
d) Go to some other Retail Store

10. You get any benefit from loyalty program system

Yes No

11. You faced any problem when you come for shopping in pantaloons?
Yes No

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 12. What type of problem that you faced?

Product related problem

Size related problem
offer\discount related problem
Exchange related problem
Alteration related problem
No problem

13. Are you Satisfied Pantaloons Services?

a) Very Good
b) Good
c) Average
d) Poor

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 BIBLIOGRAPHY:

http://www.adityabirlanuvo.com/pantaloons.php

https://en.wikipedia.org/wiki/Pantaloons_Fashion_%26_Retail

https://www.pantaloons.com/

http://www.iloveindia.com/economy-of-india/top-50-companies/pantaloon-
retail.html

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