Eoss Project Report

A STUDY CUSTOMER PREFERENCES FOR COMING
FESTIVE SEASON
A Summer Internship Project Report on

“A study on customer preferences for coming festive season at pantaloons
stores, Pune city ”
Submitted in partial fulfillment of the requirement for the degree of

Post Graduate Diploma in Management – telecom & marketing
By
Nitin Joshi
Roll no. – TM1514229
(2015-17)
A study conducted for
ADITYA BIRLA FASHION & RETAIL LTD
AT
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DECLARATION
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I, hereby declare that this summer internship project on ‘‘a study on customer
preferences for coming festive season at pantaloons stores, Pune city’’ is the
record of authentic work carried out by me during academic year 2015-2017.
This is to declare that all my work indulged in the completion of this Project
Report is a profound and honest work of mine and it does not form a part of any
other work submitted to any other institution or university.
Date: 30/06/2016 Signature:
Place: Pune
Nitin Joshi
TM1514229
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ACKNOWLEDGEMENT
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As a part of curriculum at Sri Balaji Society, the “Summer Internship Program”

aims at overall development of the students by providing them an opportunity to
gain corporate exposure and space to apply their theoretical knowledge in
practice in a mutually beneficial manner. No summer internship can be
successful without the support of the people who keep themselves closely
involved with the student undergone the program.
I would like to extend my hearties Gratitude to all of them.

The wealth of knowledge and guidance shared and provided by these
professional is invaluable
First and foremost, I would like to thank Aditya Birla Fashion & Retail Ltd.
for giving me an opportunity to do my internship in their esteemed organization.
I express my sincere gratitude towards Mr. Danish Alam (Senior Marketing
Executive) whose constant guidance was a major morale booster during my
training.
This internship would not have been completed without the support of Dr. (Col)
A. Balasubramaniam, President of Sri Balaji Society. I would also like to thank
our Director Dr. Rashmi Mahajan for his guidance and unflinching support
throughout the phases of my Internship.
Last but not the least, my endless appreciation goes to my family who has stood
by my side and given me moral support whenever I was low and boosted my will
power.
Nitin Joshi
TM1514229
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EXECUTIVE SUMMARY
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This project report is carried on the topic “Identification of Customer Preferences
for upcoming festive season of Pantaloons” where in how frequently a customers
shop at pantaloons and how much they have awareness about green card and
what is perception and benefits or significance of festive season shopping And
what do they think while availing gifts, offer’s and is the customer satisfies or
not and comparing EOSS and NON EOSS business.
“Identification of Customer Preferences” focuses more those customer

perception and perceptions while availing offer in festive season. I did a research
using descriptive research design for analyzing and studying impact of customer
preferences and perception of customer mind while shopping and availing offer’s
in festive season. Target population is those who all are coming for shopping
inside the stores. And here the sample size is 273 samples and it is limited to the
pantaloons store, all over Pune. I used convenience-sampling technique and data
collected form of structured questionnaire.
Through structured questionnaire I was able to find out most of the customer
have different preferences and different perception store to store according to
their annual income. Those customers have payback green card they aware of it,
and customers were agree on they shop at pantaloons because they have payback
green card and they thought customer loyalty program of pantaloons was
beneficial for them. Hence, they are satisfied, and the marketing role-play is
important to covert customer into stores.
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From the above study, I give suggestion about customer preferences and
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perception. They should be keep household things, which can be used, in daily
life. Level of Instant discount, earn payback points at pantaloons and other
services like birthday discount and special scheme to 5-7star customers.
Employee should be properly trained and educate about payback green card that
will be helpful for customer as well as store also. And level of sale preview and
use of promotional techniques should be improved that will be helpful for
increases customer frequency of visit the store.
In this study it is clear that offers and gifts at festive season can accelerate the
frequency of customer visit and proper sale preview awareness will be helpful
for various customers which are attracted towards the offer and gift vouchers
provided by pantaloons that implies in to customer retention and increase the
volume of purchase. It plays a very important role in customer relationship
management.
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TABLE OF CONTENTS
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S NO. CHAPTER PAGE NO.
1. Introduction:
1.1 Project & Company profile 11-17
1.2 topic theoretical background 18 1.3
Objective of the study 19
2. Methodology:
2.1 Research methods used for interpretation of data 20-22
2.2 Formulating the questionnaire 23
2.3 Method of collecting the primary Data & Secondary data 24-27
2.4 Benefits of the Study 28
2.5 Limitations 29
3. Literature Review 30-31
4. Data Analysis and Interpretation
4.1 Tabulation, Analyzing &Interpretation of the Data 32-52
5. Findings of the Data 53-54
6. Summery & Suggestions 55-56
7. Bibliography 57
8. Appendix 58-59
SR. NO. TABLE PAGE NO.
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1 Total number of respondents 32
2 Age in years 33
3 Education 34
4 Occupation 36
5 Monthly Income 20
6 How frequently do you shop at pantaloons 37
7 Do you aware about green card member 38
8 Does promotional activities attract you 40
9 How did you come to know about this store 41
10. Do you prefer shopping in EOSS 42
11. Analysis non EOSS BUSINESS 42
12. Analysis EOSS BUSINESS 43
13. Did you shop at pantaloons during last festive period 44
14. Did you avail gift voucher offer during your shopping in last 45
festive season
15. Were you happy with gift voucher you got on your shopping 46
in last festive season
16. Which of the following offer you will like to avail during 49
coming festive shopping at pantaloons in this year
17. Analysis on other Gift Option Chosen by customer 51
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LIST OF TABLE
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LIST OF CHARTS
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S NO. CHARTS PAGE NO.
1. Gender distribution 32
2. Gender Frequency 32
3. Age in years 33
4. Education 34
5. Occupation 35
6. Income 36
7. How frequently do you shop at Pantaloons? 37
8. Awareness about PBGC 38
9. Membership Tier Frequency 38
10. Membership Tier Distribution 39
11. Promotional activities attract you 40
12. Store awareness 41
13. Non-EOSS business 42
14. EOSS business 43
15. Shop at pantaloons during last festive season 44
16. Avail offer during festive season 45
17. Satisfied from gift you got last season 46
18. Quality satisfaction 47
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A STUDY CUSTOMER PREFERENCES FOR COMING FESTIVE
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19. Price Satisfaction 47
20. Correlation between prices and quality 48
21. Preferences frequency for coming festive season 49
22. Preferences distribution for coming festive season 50
23. Other gift option frequency by respondents 51
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24. Other gift option distribution preferences distribution 52
SR. NO. FIGURES PAGE NO.
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1 Group brand logo and name 13
2 Company logo and name 18
3 Company strength offcial artwork 19
4 Pantaloons logo 22
5 Company brand logo and offical name 30
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LIST OF FIGURES
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CHAPTER 1. INTRODUCTION
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1.1 Project profile & Company Profile
This is one of the important things to understand what the problem for our
research is. Without knowing the problem we cannot find any solution. In the
last few years Aditya Birla fashion and retail ltd have shown up tremendous
growth after the consolidation of the branded apparel businesses of Aditya Birla
Group comprising Aditya Birla Nuvo Limited's (“ABNL”) Madura Fashion
Division and ABNL's subsidiaries Pantaloons Fashion & Retail (“PFRL”) and
Madura Garments Lifestyle Retail Company through a Scheme of Arrangement.
Aditya Birla Fashion and Retail Limited (“ABFRL”) has become India’s largest
pure-play fashion company. Company is using different strategy to cope up with
the profit issues and increasing the growth rate and the main target period for
them to increase revenue is in the end of season sale and festive season. Every
company use different strategy to boost up sale and growth at the time of festive
season. Every year company do survey for knowing the customer preferences
regarding the offers which customer like to avail at stores in festive season. The
company has asked me to take a customer survey to find out the customer
preferences toward offer so that it helps the company to sort out the preferences
and to increase sale of pantaloons stores.
Brands like lifestyle, shoppers stop, Globus, central, fbb, max these brands
shares a major portion in the market and very successful in achieving mind
satisfaction off customer. Though ABFRL achieving customer satisfaction but
then also there are so many aspects where the company lags than these brands
and hence lower market share.
With the help of market Survey Company can find out what is the actual
gap between customer perceptions is and what services they receive actually.
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Under standing your customer preferences:
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In a country like India, where purchase decisions are mostly driven by emotions,
the holiday season comes with a big bonus of reminding your customers about
the Indian culture by associating it with your products. Festivities provide you a
very good opportunity to reconnect with your current and prospective clients or
customers. You can plan out effective marketing strategies during the festivals
that will help you in making a better connect with your customers or clients.
Understanding customer preferences is very important whether you are selling a
product or offering a service. This is because customers are the determiners of
how successful a company becomes. After all where will profits come from if
not your customers? Customer care is all about sticking to the promises you
make to customers. However you can only satisfy your customer’s needs if you
get to understand them to an extent that you can anticipate their needs and deliver
beyond their expectations.
Preferences describe the reasons for the choices people make when selecting
products and services. Analyzing the factors that determine consumer
preferences helps businesses target their products towards specific consumer
Groups develop new products and identify why some products are more
successful than others.
Consumer schemes can be of various types:
1. A purchase with a purchase
2. A gift with a purchase
3. A discount coupon on next purchase
4. A time-bound price-off
5. A contest or sweepstake
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Company profile
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(Figure: 1)
Introduction to Aditya Birla
Nuvo Aditya Birla Nuvo Ltd. (ABNL) is a US$ 4.75 billion conglomerate by
revenue size. It is part of the Aditya Birla Group, a US$ 40 billion Indian
multinational. Having a market cap of ~US$ 2.5 billion (Rs. 14,000 Crore) as on
23 July 2013, ABNL is present across Financial Services, Telecom, Fashion &
Lifestyle, IT-ITeS and manufacturing businesses. Anchored by over 69,000
employees, ABNL touches lives of more than 125 million Indians.
ABNL is also a prominent player in Private Equity, Wealth Management, and

Broking & General Insurance Advisory space.
Besides its successful presence across a wide gamut of sectors and verticals,
Aditya Birla Nuvo Limited ['ABNL'] now holds a controlling stake in
Pantaloons format stores, which was previously controlled by the Future Group.
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With this strategic development, both ABNL and Future Group will now work
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closely for deriving operational synergies in terms o back-end and supply chain,
apart from several other mission-critical value drivers of the business. Moreover,
the leadership teams of both groups have also committed to oversee a fashion
council, which has been set up to explore contemporary trends in newage fashion
wear, thereby driving further value-creation for Pantaloons' stakeholders by
keeping it at the leading-edge of the fashion industry. A US $40 billion
corporation, the Aditya Birla Group is in the League of Fortune 500. An
extraordinary force of over 136,000 employees, belonging to 42 different
nationalities, anchors it. The Group has been ranked Number 4 in the Global
'Top Companies for Leaders' survey and ranked Number 1 in Asia Pacific for
2011.
Over 50 per cent of its revenues flow from the overseas operations. The Group
operates in 36 countries – Australia, Austria, Bangladesh, Brazil, Canada, China,
Egypt, France, Germany, Hungary, India, Indonesia, Italy, Ivory Coast, Japan,
Korea, Laos, Luxembourg, Malaysia, Myanmar, Philippines, Poland, Russia,
Singapore, South Africa, Spain, Sri Lanka,
Sweden, Switzerland, Tanzania, Thailand, Turkey, UAE, UK, USA and Vietnam.
Aditya Birla took over Pantaloons Retail chain
Aditya Birla Nuvo Ltd (ABNL), a unit of the $28 billion (Rs.1.5 trillion) Aditya
Birla Group, acquired a majority stake in the Pantaloons retail chain of debtladen
Pantaloons Retail (India) Ltd (PRIL), India’s largest listed retail company by
revenue.
The proposed transaction, which will help the Future Group’s PRIL pare debt, is
likely to be completed within 8-10 months, subject to the scheme of arrangement
being finalized, due diligence, and statutory and other approvals, ABNL said in
a statement.
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Future Group founder Kishore Biyani has been looking to reduce debt that’s been
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accumulated by rapid expansion as PRIL has sought to build scale rapidly.
Meanwhile, the intense political opposition to foreign direct investment in multi-
brand retail has meant that any plans of selling stakes to overseas retail companies
had to be shelved.
The new, separated unit will eventually become a subsidiary of ABNL, the
other units of which include Madura Fashion and Lifestyle, and Jaya Shree
Textiles.
The separation will help PRIL, which had debt of Rs.5,800 crore as of December
2011, reduce this amount by Rs.1,600 crore, according to a PRIL statement.
“This deal is being done to reduce debt as non-core business transactions like
Future Capital are taking some time to finalize,” said Abhishek Ranganathan of
MF Global Sify Securities India Pvt. Ltd.
ABNL, which owns apparel brands such as Louis Philippe and Allen Solly, said
it will infuse Rs.1,600 crore in the Pantaloons department retail chain business
by issuing debentures worth Rs.800 crore at mutually agreed terms and taking on
debt of Rs.800 crore.
An investment banker, who did not want to named, said it wouldn’t be possible
to compute the value of the deal till the “mutually agreeable” terms are made
public.
After the separation, the debentures will be converted into equity shares of the
resulting entity, ABNL said in the release. PRIL will hive off the Pantaloons
chain.
ABNL will make an open offer for a minimum 26% to the shareholders of the
resulting unit. After its listing and on conversion of the debentures into equity,
ABNL’s holding will be a minimum 50.01%. The resulting unit will become a
subsidiary, ABNL said in the statement.
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Aditya Birla Fashion and Retail Ltd. (ABFRL) emerged after the consolidation of
the branded apparel businesses of Aditya Birla Group comprising ABNL'S
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Madura Fashion division and ABNL's subsidiaries Pantaloons Fashion and Retail
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(PFRL) and Madura Fashion & Lifestyle (MFL) in May 2015. Post the
consolidation; PFRL was renamed Aditya Birla Fashion and Retail Ltd.
"This consolidation will create India's largest pure play Fashion and Lifestyle
Company with a strong bouquet of leading fashion brands and retail formats.
This move brings India's #1 branded menswear and womenswear players
together." - Kumar Mangalam Birla, Chairman, Aditya Birla Group
ABFRL brings together the learning’s and businesses of two renowned Indian
fashion icons, Madura Fashion & Lifestyle and Pantaloons Fashion and Retail.
This will create a synergistic core that will act as the nucleus of the future fashion
businesses of the Aditya Birla Group.
ABFRL is India's No 1. Fashion Lifestyle entity with a proforma-combined
revenue of about INR 5,500 crore for FY'15, growing at a rate in excess of 20
percent and EBITDA of INR 532 crore (as of FY'15) that has been surging at an
impressive rate of 30 percent over the last 5 years.
The ABFRL umbrella includes:

Madura Fashion & Lifestyle
The custodian of several icons, including the top four fashion brands of India -
Louis Philippe, Van Heusen, Allen Solly, and Peter England — each of which
clocked MRP sales in the vicinity of INR 1,000 crore during FY 2015. It also
includes India's largest fully integrated fashion multi-brand outlet chain Planet
Fashion; India's largest premium international brand retailer The Collective; the
country's largest fully integrated, full collection, fashion e-retailer Trendin; and
the British fashion icon Hackett London's mono-brand retail in India.
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Pantaloons
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India's largest and fastest growing big box fashion retailer, Pantaloons is one of
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the fastest growing lifestyle apparel retail destinations in India. Constantly
innovating designs, concepts and products by infusing the latest trends in fashion
and clothing styles, Pantaloons has a repertoire of lifestyle brands to cater to
every consumer's needs across multiple occasions.
ABFRL altogether hosts India's largest fashion network with over 6,000 points
of sale across over 200 cities and towns, which include more than 2,000
exclusive ABFRL brand outlets. ABFRL's e-commerce business, Trendin.com
reaches out to multiple destinations across India. With more than 12.5 million
Loyalty Members as of Sept '15, ABFRL has a strong bouquet of loyalty
programmes in India. ABFRL boasts of creating more than 20,000 new designs
every year
Voted as India’s most trusted apparel retail brand in the prestigious brand equity
survey 2014, pantaloons continues to nurture trust and confidence.Pantaloons is
now an integral part of the prestigious Aditya Birla Group, a USD 40 billion
Indian multinational operating in 36 countries across the global with over
120000 employees.
All the stores are divided into four zones:
East zone
South West zone
North zone
South zone
Each zone has their zones office, which takes care of the entire pantaloons store
in the respective zone.
Pune city has seven pantaloons stores currently:
1. Pune ICC Tech park 2. Phoenix mall 3. Season mall
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4. Kumar specific mall 5. NIBM mall 6. Baner 7. SGS mall
1.2 Topic theoretical Background
At the time of study the company was undergoing the problem related to offerings
of offers what should be given to this coming festive season and service to
customers. Thus there was a need for the company to analyze its market so that
a rough idea can be obtained, which may later be transformed into various
marketing strategies. Hence there was a need to study the above said topic.
The topic given to me by the company was “A study on customer preferences
for coming festive season at pantaloons stores, Pune city.‘’
There was need to study this topic as the company wants to understand what will
be the preferences and how their offers are being consumed and benefits and
increase its market share and achieve maximum efficiency in festive season. The
Company wanted to do the survey of market so as to increase the sales and
determine the effectiveness of promotional activities. This project relates to all
aspects concerned with consumer decision regarding buying the offers in festivals.
There are consumer tastes and preferences are changing everyday and to know
there needs is very difficult to under stand and to know the current trend of the
consumer behavior in festive shopping, individual customer expectation and
abilities.
Hence, it is required to know the customer preferences before offering offers and
deals for particular target season.
(Figure: 2)
(Source: www.pantaloons.com)
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1.3 Objective of the study
✔ PRIMARY OBJECTIVE
✔ SECONDARY OBJECTIVE
1. Primary objective:
1.1 To identify the customer’s preference towards offer for coming festive
season.
1.2 Comparing EOSS and Non EOSS Business.
1.3 To find out the awareness of loyalty program.
2. Secondary objective:
2.1 To study the customer perception and benefits for availing festive offer.
2.2 To study the effectiveness of promotional activity done in Pune city.
(Figure: 3)
(Source: www.pantaloons.com)
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CHAPTER 2:RESEARCH METHODOLOGY
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2.1 Research methods used for the interpretation of data
It is very important to follow a proper and sequential procedure to do a research.

The project allotted to me has a lot of survey work so it was very essential to
find out and decide in which manner research should be done. If the market
research is not done systematically then the objectives cannot be achieved. For
obtaining proper information the research conducted should be controlled,
rigorous, systematic, valid and verifiable, empirical and critical. Above
characteristics of any research made that very helpful to researcher.
Types of research:
Based on Application
Based on the application of research, the research can be classified as:
a) Pure research
b) Applied research
Pure research:
Pure research involves developing and testing theories and hypotheses that are
intellectually challenging to the researcher but may or may not have practical
application at the present time or in the future. The knowledge produced through
pure research is sought in order to add to the existing body of research methods.
Applied research:
Applied research is done to solve specific, practical questions; for policy
formulation, administration and understanding of a phenomenon. It can be
exploratory, but is usually descriptive. It is almost always done on the basis of
basic research.
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In this project we have a problem to understanding the customer behavior while
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purchasing the merchandise in the store and also about the factors that they
consider while making the purchases and availing of offer and to identify their
considerations during purchases at festive season offers. So here the research
done by me is applied research, which will help us to find out solution for
the problems mentioned.
Based on Objectives:
From the viewpoint of objectives, a research can be classified as:
a) Descriptive
b) Exploratory
Descriptive research:
Descriptive research attempts to describe systematically a situation, problem,
phenomenon, service or programme, or provides information about, say, living
condition of a community, or describes attitudes towards an issue.
Exploratory research:
Exploratory research is undertaken to explore an area where little is known or to
investigate the possibilities of undertaking a particular research study.
Generally any research process is a combination of both of these objectives

and so is the research done by me.
Inquiry Mode:
From the process adopted to find answer to research questions – the two
approaches are:
a) Structured approach
b) Unstructured approach
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Structured approach:
The structured approach to inquiry is usually classified as quantitative research.
Here everything that forms the research process- objectives, design, sample, and
the questions that we plan to ask of respondents is predetermined.
Unstructured approach:
The unstructured approach to inquiry is usually classified as qualitative
research. This approach allows flexibility in all aspects of the research process.
In my research the inquiry mode used by me structured approach. The

questionnaire is enclosed in the appendix.
The Research Process:

Any good and proper research must be done in following steps in order to
obtain best results:
1) Formulating the Research Problem
2) Developing the objectives
3) Preparing the Research Design including Sample Design
4) Collecting the Data
5) Analysis of Data
6) Generalisation and Interpretation
7) Preparation of the Report
(Figure: 4)
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2.2 Formulating the questionnaire
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Even after the exploratory phase, two key steps remain to be completed before
the task of designing the questionnaire should commence. The first of these is
to articulate the questions that research is intended to address. The second step
is to determine the hypotheses around which the questionnaire is to be designed.
It is possible for the piloting exercise to be used to make necessary adjustments
to administrative aspects of the study.
This would include, for example, an assessment of the length of time an

interview actually takes, in comparison to the planned length of the interview;
or, in the same way, the time needed to complete questionnaires. Moreover,
checks can be made on the appropriateness of the timing of the study in relation
to contemporary events such as avoiding farm visits during busy harvesting
periods.
Preliminary decisions in questionnaire design:
There are nine steps involved in the development of a questionnaire:

1. Decide the information required.
2. Define the target respondents.
3. Choose the method(s) of reaching your target respondents.
4. Decide on question content.
5. Develop the question wording.
6. Put questions into a meaningful order and format.
7. Check the length of the questionnaire.
8. Pre-test the questionnaire.
9. Develop the final survey form.
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2.3 Method of collecting primary data & secondary data
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Marketing research is a systematic and objective search and analysis of
information relevant to the identification and solution of any problem in the field
of marketing. As we have explained the marketing research process begins with
the recognition of a marketing related problems followed by the information of
objective of the study and methodology to be used. Research design is the
conceptual structure within which research would be conducted. The function of
research design is to provide for the collection of relevant information with
minimal expenditure of effort, time and money.
The preparation of research design, appropriate for a particular research

problem involves the consideration of the following:
1. Objectives of the research study.
2. Method of Data Collection to be adopted
3. Source of information—Sample Design
4. Tools for Data collection
5. Data Analysis-- qualitative and quantitative
a) Objective of research study:
The objective of research study is already explained above. Now once the
objective of study is decided we can go on next step to collect data.
b) Methods of Data Collection:
There are two types of data:
1.) Primary Data: collected for the first time
2.) Secondary Data: those, which have already been collected and analyzed by
someone else.
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For my research study, there was need to collect the primary data because in
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the research survey was to be done and secondary data was collected to get
the information about the company.
Primary data collection:
The data, which we collect for the first time, is referred as primary data. The
primary data was collected from the customers from the all the present store in
Pune city. Since the project areas were all over the Pune city. So for collecting
primary data I had visited the pantaloons stores and asked the random customers
over there to fill the questionnaire.
Primary data was collected by the following procedure:
a) For the study we selected Area where pantaloons store is located and did
survey over there by questionnaire method by random sampling.
b) For our survey we covered the random shoppers at all pamtaloons stores.
c) From each outlet we have covered different perception of customers and other
effectiveness of promotional activites through Questionnaire.
d) Different perception towards offerr in festive season is consider while
surveying.
Secondary data collection:

Secondary data are those, which are collected originally by someone else for
their purpose and will be used by the researcher for his study. This form of data
was obtained from company’s websites.
Tools for collecting secondary data: a)

Company existing data.
b) www.abfrl.com website.
c) www.google.com
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FESTIVE SEASON
DETERMINING SAMPLE DESIGN
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FESTIVE SEASON
Researchers usually draw conclusions about large groups by taking a sample. A

Sample is a segment of the population selected to represent the population as a
whole. Ideally, the sample should be representative and allow the researcher to
make accurate estimates of the thoughts and behavior of the larger population.
A sample is a true representative of the population.
When population is very large, it is not possible physically & economically to

meet every member in the population hence the samples are selected.
For designing the sample we have to consider following things:
a) Who will be surveyed- sample
b) How many outlets will be surveyed- sample size
c) How sample should be selected- sampling technique
For my study:
a) Who will be surveyed:” all the pantaloons store in pune city ’’.
b) How many people will be surveyed: A pilot sample of 50 customers was

taken and it was found than approximately every 1 out of 4 customers is
shop in festive season and avail offers . So now using the sample size
c) calculation formula:
N = Z 2 * (p) * (q)
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FESTIVE SEASON
E2
So from the pilot sample we see that,
P= 0.25, q= 0.75
At 95% confidence level, Z= 1.96
Level of tolerance= 5%
N= [(1.96)^2 * 0.25 * 0.75]/(0.05)^2
N=288.12
Out of 288 customers only 273 respondents have given their responds. So,
my effective sample size is 273.
d) Research tool:
For my study the research tools used were:
a) Questionnaire b) personal interview
Sample size: The sample size for my study was 273.
Procedure followed:
A well-structured questionnaire was used for the survey. The questionnaire

was formed in such a way that it will be applicable for the daily shoppers
who shop at pantaloons outlets.
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FESTIVE SEASON
2.4 Benefits of the study
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1. This summer project has been a highly beneficial learning experience for
me. As project was in retail sector with India’s largest and fastest growing big
box fashion retailer (ABFRL) Pantaloons.
2. As a part of the company and being an intern I learnt how marketing is
done. How market strategies are implement and executed.
3.The study helped me in understanding the retail sector and the format of
organized retail sector.
4.It also helped in understanding the customer preferences while purchasing the
merchandise in the store and also about the factors that they consider while
making the purchases.
5. Based in the study and the customer’s responses, we can be able to fill the
gap between the customer and their purchases.
6. The study helped in understanding the customer behavior and to identify
their considerations during the purchases.
7. This study helps in finding the customers responses and to make the
services offered by pantaloons more efficient.
8.The study helped in finding about the store atmosphere, location, the
merchandise offered at pantaloons, knowledge of the sales force, customer care
response and the offers provided by pantaloons.
9. This Study help in to know the importance of touch points of stores.
10. This study helped in to know the loyalty program schemes.
11. It helped me in knowing the customer preferences for coming festive season.
12.Different type of cooperate sales and marketing techniques.
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FESTIVE SEASON
2.5 Limitations
Every coin has two sides in the same way while duri ng our project analysis;
we also came across such things that created problem for us.
These are listed below:
1) The research confines itself to Pune city outlet only. The scenario of whole
market, hence the findings cannot be generalized for the entire market.
2) The study was done only for 2 months, so the time limitations were there.
3) Consumer doesn’t reveal the true picture.
4) Consumer tastes and preferences are daily changes so it is very difficult to

understand the needs of customers.
(Figure: 5)
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CHAPTER 3. LITERATURE REVIEW
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1. According to Drucker (1954), the principle purpose of the business is to

create satisfied customers. Increasing customer satisfaction has to been found to
lead to higher future profitability (Anderson, Fornell, and Rust 1997), increased
buyer willingness to pay price premiums, provide referrals, and use more of the
product (Reichheld1996; Anderson and Sullivan 1993; Bolton 1998). Increased
loyalty, in turn, has been found to lead to increases in future revenue (Fornell
1992; Anderson, Fornell, and Lehmann 1994) and reduction in the cost of future
transaction (Reichheld 1996; Srivastava, Shervani, and Fahey 1998). All of this
empirical evidence suggests that customer satisfaction is valuable from both a
customer goodwill perspective and an organization’s financial perspective.
2. John O Shaughnessy (1987) marketing strategic is a broad conception of

how resource to be Delhi to achieve market success. The content for a marketing
strategy shows how the proposed key features of the films offering (products,
price, promotion and distribution) are intended to achieve the firm objectives.
3. A firm’s future profitability depends on satisfying customers in the present

– retained customers should be viewed as revenue producing assets for the firm
(Anderson and Sullivan 1993; Reichheld 1996; Anderson and Mittal 2000).
Empirical studies have found evidence that 6 improved customer satisfaction
need not entail higher costs, in fact, improved customer satisfaction may lower
costs due to a reduction in defective goods, product re-work, etc. (Fornell 1992;
Anderson, Fornell, and Rust 1997). However, the key to building long-term
customer satisfaction and retention and reaping the benefits these efforts can offer
is to focus on the development of high quality products and services.
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4.Customer satisfaction and retention that are bought through price promotions,
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FESTIVE SEASON
rebates, switching barriers, and other such means are unlikely to have the same
long-run impact on profitability as when such attitudes and behaviors are won
through superior products and services (Anderson and Mittal 2000). Thus,
squeezing additional reliability out of a manufacturing or service delivery process
may not increase perceived quality and customer satisfaction as much as tailoring
goods and services to meet customer needs (Fornell, Johnson, Anderson, Cha,
and Everitt 1996).
5.Narasimha Rao P.V.L.National consumer ship survey (2005) press continues

to grow from time to time. Press adds 34 million consumers in the last 2years
over the last 3 years the number of consumers of dailies and magazines put
together among those aged 15 years and above has grown from 179mn to 200mna
growth of 4% every years.
6. Chrystal Szeto and Luis Jimenez (2005), new media offer consumers a
wide array of choices to access, disseminate and display all forms of information.
Historically, new media complemented rather than eliminated the older media. Is
this pattern changing with the more recent introduction of digital media/ what
does market research tell us about the preferences of today‟s consumers for
electronic vs. paper media.
7. Rebekah (2006) Wade has remarked that the newspaper success would
probably depend more on free CD‟s and DVD‟s than on it journalists.
Newspapers particularly hope that CD‟s and DVD‟s will appeal to the young
who are increasingly getting their news online.
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Gender Frequency Percentage

Male 87 31.8
Female 186 68.2
Total 273 100
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CHAPTER 4. DATA ANALYSIS AND INTERPRETATION
Title: Gender
%
Male
32%
Female
68%
Gender Frequency
200
100
0
Female
Male
Female Male
Series1 186 87
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4.1 Tabulation, Analyzing & Interpretations
Table No.1- Total number of respondents
Chart No. 1
Chart No. 2 (Source: field survey)
(Source: Field Survey)
Interpretation: According the survey conducted on 273 respondents only 87

were male and 186 female.
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FESTIVE SEASON
Table No. 2 Age in years

Years Frequency Percent Cumulative percent
Less than 20 40 14.66 14.66
21-30 218 79.85 94.51
31-40 10 3.6 98.11
More than 40 5 1.89 100
Total 273 100
Chart No. 3
Title: Age in year

250
200
150
100
50
0
Less than
21-30
20 31-40
more
than
4
Less than 21-30 31-40 more than
Series1 40 20 218 10 5 40
(Source: Field survey)
Interpretation:
- According to survey conducted on 273 respondents, 218 people were
between the ages of 21-30.
- The above chart represent the age between 21-30 shop more i.e. 79 % of
total shoppers, as compare to other age which is less than 20 and 31-40
ages .
- 40 and more than 40 age people hardly come for shopping.
- Less than 20 and 31-40 age people are below the average shoppers.
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A STUDY CUSTOMER PREFERENCES FOR COMING FESTIVE SEASON
-
Table No. 3 – Education
Education Frequency Percent Cumulative percent
Illiterate 00 00 00
Primary 00 00 00
Secondary 00 00 00
Diploma 14 5.12 5.12
Higher Education 27 9.89 15.01
Graduation 137 50.20 65.21
Post Graduation 95 34.79 100
Total 273 100
Chart No. 4
Title:
160 Education
140
120
100
80
60
40
20
0
Higher Post
Primar Second Diplom Gradua
Illiterat Educati Gradua
y ary a tion
e on tion
Series1 0 0 0 14 27 137 95
Interpretation: -According to the survey conducted on 273 respondents,

137 have completed their graduation i.e. 50 % of total respondents, 95 have
completed their post graduation i.e. 34%.
-Therefore it is clear, people are minimum graduated and post graduate.
- More than 15 % people are struggling for employment or in business.
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Table No. 4 Occupation

Occupation Frequency Percent Cumulative
percent
Student 90 32.96 32.96
Employed 180 65.95 98.77
Unemployed 3 1.09 100
House works 00 00
Retired 00 00
Total 273 100
Chart No. 5
Title:Occupation
200
150
100
50
0
Student Employed Unemployed House work Retired

Series1 90 180 3 0 0

Interpretation:
- According the survey conducted on 273 respondents, 180 people were
employed i.e. 66 % of total.
- 90 were students. Still pursuing there courses either gradution or post
gradution i.e. 33%
- Unemployed were 3 which is less than 2%.
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-
Table no. 5 – Monthly Income
Income Frequency Percent Cumulative
percent
Less than 15 k 10 3.6 3.6
16-25k 23 8.42 12.02
26-35k 136 49.81 61.83
36-45k 75 27.47 89.3
More than 46k 29 10.70 100
Total 273 100
Chart No. 6
Title: Income
160
140
120
100
80
60
40
20
0
Less than More
16-25k 26-35k 36-45k
15k than 46k
Series1 10 23 136 75 29

Interpretation:
According to survey conducted on 273 respondents, 136 people have income
between 26-35k monthly incomes i.e. 49% of total.
-36-45k per month is in less number i.e. 75
-More than 46k are 29, which is 11% of total and also comes in 5 star tiers of
PBGC membership card.
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FESTIVE SEASON
Table No. 6 How frequently do you shop at pantaloons?

Shop at Frequency Percent Cumulative
Pantaloons percent
Daily 00 00 00
Weekly 29 10.6 10.6
Monthly 81 29.6 40.2
Occasionally 163 59.71 100
Total 82 100
Chart No. 7
Title: How Frequently do you

shop at Pantaloons?
180
160
140
120
100
80
60
40
20
0
Daily Weekly Monthly Occasionaly
Series1 0 29 81 163

Interpretation:
- The above chart represents the total number of people who shop at
pantaloons, out of 273 respondents 163 people shop occasionally i.e. 60%
of total shoppers.
- Daily shoppers are zero in numbers, whereas ,29 people shop weekly and
also comes in 5 star PBGC membership card holder.
- And 81 people shop monthly which also come in 3-5 star PBGC card
member .
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-
Table No.7 - Do You aware about Green Card Member?
Awareness Frequency Percent Cumulative percent
Yes 110 40.30 40.30
No 163 59.70 100
Total 273 100

Chart No. 8
Title:Awareness about PBGC

200
150
100
50
0
yes
no
yes no
Series1 110 163

Chart No. 9
Title:Membership Tier
60
50
40
30
20
10
0
1 3STAR 5STAR 7STAR
Series1 STAR
15 55 33 7
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Chart No. 10 Membership Tier
3STAR 5STAR
50% 30%
Other
36%
1
14 %
STAR 7STAR
6%
Interpretation:
- According the survey conducted on 273 respondents ,only 110 people
were aware about the loyalty program out of total surveyed people.
- 163 people were not aware about the PBGC card and membership
program i.e. 60 % people of total respondents, Out of 110 people there
memnbership tier were- (till 20/June/2016)
1 Star- 14 (14%)
3 Star- 55 (50%)
5 Star- 33 (30%)
7 Star- 07 (6%)
- after analysis of above data we came to know about the buying
behaviour pattern and preferences .out of 273 people 110 people shop
weekly , monthly and lies in a income group of 15- 45k .
- With the help of descriptive analysis tool i.e. personal interview I came
to know about the shopping beahviour.They shop monthly and weekly
because they get rewards and redeem points. which help them in next
purchase.
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Table No. 8- Does Promotional activities attract you?

Frequency Percent Cumulative percent
Yes 191 69.96 69.96
No 82 30.04 100
Total 273 100
Chart No. 11
Title: Promotional activities

attract you?
200
100
0
YES
NO
YES NO
Series1 191 82
Interpretation: The above data represent the total number of respondents

out of 273 surveyed people which thinks Promotional activity attracts or not. -
Out of 273 people 191 people think it does attract for shopping i.e. 70% of
total.
-82 people think no matter what the promotional activity is on if they want to
shop they will go for shopping no matter how many attractive discounts is
going on.
-Above data also tell the people income groups, which lie under the above
3646k or more than, they don’t think promotional activity will help them to
attract towards Pantaloons stores.
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Table No. 9- how did you come to know about this store?
Frequency Percent Cumulative
percent
Outdoor 191 69.96 69.96

Hoardings
Newspaper 32 11.72 81.68
Invitation 10 3.66 85.34
Word of 40 14.66 100

mouth
Total 273 100
Chart No. 12
Title:Store awareness?
250
200
150
100
50
0
By By Word of
By
hoardings
outdoo newspaper mouth
invitatio
Series1 191 32 10 40
Interpretation: The above data represents the total number of people who
thinks that outdoor advertisement and branding help in awareness of store.
- out of 273 respondents 32 people come by newspaper add i.e. 12% which
is very less.
- 191 people got to know about store through mall branding and
adverstisement i.e. 70% of total surveyed people.
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-
Table No. 10 Do you prefer shopping in EOSS? (End of Season Sale)
Yes 245.7 90 90
No 27.3 10 100
Total 273 100
Table no. 11- Analysis Non EOSS Business (Non-End of Season Sale)
Month- Avg. Net sale Avg.Customer Avg. Bills Avg. Basket
May/June value (Rs.) entry in No. size
Week-days 1,232,00,000 2,31,000 80388 3.8

Week-ends 8,96,00,000 1,68,000 51632 4.4
Total 212,800,000 3,99,000 132020 4.1
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-
(Source: Company data)
Chart No. 13
Title: NON EOSS BUSINESS

,00,00,000
,00,00,000
,00,00,000
5,00,00,000
0
Avg. Net Avg.Custo Avg.

sale mer Avg. Bills Basket size
valu entr
e y
Week-days 12,32,00,000 2,31,000 80388 3.8
Week-ends 8,96,00,000 1,68,000 51632 4.4
Total 21,28,00,000 3,99,000 132020 4.1
25,00,00,000
20
15
10
Interpretation: According to the survey conducted on 273 respondents, 90

% people prefer shopping in EOSS and10% people don’t prefer and they shop
only occasionally. And above NON EOSS BUSINESS data for two months
clearly shows the average figures of total Pantaloons stores of Pune city. We
can conclude that weekend business is close to weekdays business.
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-
Table no. 12 Analysis EOSS Business (End of Season Sale)
Month- Avg. Net sale Avg.Customer Avg. Bills Avg. Basket
May/june value entry size
Week-days 215,600,000 4,00,400 1,35,520 4.4

Week-ends 280,000,000 4,48,000 1,56,800 6.4
Total 495,600,000 8,48,400 2,92,320 5.4
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-
Chart No. 14
Title: EOSS BUSINESS

500000000
400000000
300000000
200000000
100000000
Avg. N et Avg.Custo Avg.

sale val mer entry Avg. Bills Baske
ue t size
Week-days 21,56,00, 000 4,00,400 1,35,520 4.4
Week-ends 28,00,00, 000 4,48,000 1,56,800 6.4
Total 49,56,00, 000 8,48,400 2,92,320 5.4
600000000
Interpretation: According to the company existing data of two months daily

sales analysis.
-The EOSS BUSINESS is 50 % more than NON EOSS BUSINESS. Above
figures clearly shows the sales, customer entry, average bills and basket size
jump directly to 50% in business in the end of season sale.
-Average customers are shopping 5-6 clothes and on weekends 7-8 clothes per
customer. Whereas its also show the EOSS BUSINESS of weekdays and
weekends. In the tenure of sale period people shop more in weekends as
compare to weekdays. And achieving year and month target is very easy in the
period of EOSS.
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-
Table No. 13 did you shop at Pantaloons during last Festive Period?
(Ganesh Chaturthi / Diwali / Gudi padwa)
Yes 147 53.84 53.84
No 126 46.16 100
Total 273 100
Chart No. 15
Title: shop at pantaloons

last festive season?
during
160
140
120
100
YES
NO
YES NO
Series1 147 126
(Source: Field )
survey
Interpretation: According to survey conducted on
273 respondents,
147 people shopped last festive people and 126
people didn’t shop .
-out of this people 147 who shopped they are regular

loyal customer and lies in the groupof 26-45k
montly income i.e. 54% of total surveyed people.
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-126 people who didn’t shop last festive season they

are occasionaly shoppers and some of them are above
46k monthly income groupand less than 26k income
groupwho always cant afford to buy evry festive
season.
Table No. 14 did you avail gift voucher offer during your shopping in last
festive period?
Yes 97 35.53 35.53
No 176 64.47 100
Total 273 100
Chart No. 16
Title: Avail offer during

festive season?
last
200
100
0
YES
NO
YES NO
Series1 97 176

Interpretation:
-Out of 273 respondents 147 shopped at last festive season and out of 147
people 97 people availed offer i.e. 36% of total respondents and 50 people
didn’t avail any offer of total people who shopped last festive season. -
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And 126 respondents who didn’t shopped and availed any offer i.e. 65%
of total respondents. And did not find any use of availing offer.
-We can interpret that out of 273 total surveyed people who shopped lie in
bigger income group and who availed offer also 5-7 star membership holder
and which are wiling to spend extra bucks to avail offer.
Table No. 15 Were you happy with gift voucher you got on your shopping
in Last Festive Season?
Frequency Percent Cumulative
percent
Highly satisfy 63 64.94 64.94
Satisfy 30 30.92 95.86
Dissatisfied 4 4.14 100
Highly 0 0
dissatisfied
Total 97 100
Chart No. 17
Title: statisKied from gift

you got last season?
voucher
70
60
50
40
30
20
10
0
Highly
Highly Satisfy satisfy Dissatisaied
Dissatisaied
Series1 63 30 4 0
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-
Interpretation: the above data represents the total number of respondents

who were satisfied from the voucher and offer, which was availed last festive
season.
-Out of 273 people only 147 shopped last festive season and 97 people availed
offers .out of 97 people 63 were highly satisfied i.e. 65% of total.
30 people were satisfied and 4 were dissatisfied.
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Chart No.18 – Quality Satisfaction
Satisfy, 30
Other, 4 Dissatisaied, 4
Highly satisfy,
63
Highly
dissatisaied, 0

Interpretation:
The above graph shows that majority of the customer who are satisfied with the
offers, which they got in last festive season.
Chart No. 19 – Price satisfaction
Highly Highly
Satisaied, Dissatisaied, 6
6 Dissatisaied, 11
Satisaied,
23
neutral, 51
Interpretation: The above graph shows that majority of the existing

customers are having a neutral response on the price satisfaction because of
the high prices.
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Chart No. 20 - Correlation between the Prices charged and the Quality
delivered by the company
1
50
40
30
5 20 2 Price
10 Satisfaction
0
Quality
Satisfaction
4 3
LEVEL OF CORRELATION = 0.606443

Interpretations:
• From the above, it can be inferred that the people are willing to pay more
if they are being provided with a preferred quality product.
• Correaltion value of price and qulaity is 0.606443 indicating a

medium level of correlation & is significant at 0.00<P< = 0.05
quality .
• From , above test we can also inferred that respondent who did not
availed offer , the main reason behind was the prices issues if prices were
neutral at last shooping festive season , more respondent would prefer to
buy offer .
• out of 147 people who shopped at festive season , only 97 availed offer
andBITM:
the 50 people who did not and price were the issue . Quality MARKETING
was not
the major
1 issue. (2015-17)
86
• We can say above test is significant and colrealted to prices and

Table No. 16- Which of the following offer you will like to avail during
coming Festive Shopping at Pantaloons in this year?
Income Frequency Percent Cumulative

percent
Pantaloons 136 49.81 49.81

gift
voucher
/gift cards
Bed sheets 11 4.02 53.83
Trolly 22 8.05 61.88

bags/sky
bags
Milton set 75 27.47 89.35

/nirplep set
Other gift 29 10.65 100

option
Total 273 100
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Chart No. 21
Title: Peference for coming

festive season?
160
140
120
100
80
60
40
20
0
Pantaloon
Trolly
s Bed Milton / Other Gift
Bags/
Voucher/ Sheets Nirlep sets Option
Skybags
Gifts Cards
Series1 136 11 22 75 29

Chart No. 22
Other gift
option
Title: Preference for coming
11% festive season?
Milton set Pantaloons gift

nirplep /set voucher /gift
27% cards
50%
Trolly bags/
sky Bed sheets
8% bag 4%

Interpretation:
The above data represents the total number of respondents who like to avail
offer for coming festive season -
• according the survey Conducted on 273 respondents , 136 people will
like to avail gift cards and Pantaloons voucher , 11 people like to avail
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bedsheet , 22 people like to avail trolly bag (skybags) offer , 75 people

like to avail kitchen set and 29 people other gift items.
• The same 136 people who lie under the 26-35k montly income group
going for pantaloons gift cards and voucher because it will help in there
next purchase and for pantaloons it will work as a prepaid sale.
• 39% of people from total surveyed people will like to go for travel
accesioreis and kitchen set and bedsheet and we can interpret that they
are lie in above 36k income monthly group or above and they find offer
items useful and can be used in daily needs.
• 11% i.e. 29 people like to go other gift items , i.e. lie under 7star
catgory.
Table No. 17- Analysis on other Gift Option Chosen by customer?
Feedback Frequency Percentage Cumulative

Silver coin 2 6.8 6.8
Discount on next 8 27.58 34.38
purchase
Watches 4 13.79 48.17

Perfumes 5 17.24 65.41
Cash voucher’s 8 27.58 92.99
Electronic 1 3.44 96.43
Home décor / other 1 3.57 100
equipments
Total 29 100
Chart No. 23
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Title: Other gift option

9
8
7
6
5
4
3
2
1
0
Discoun
Home
ts n Cash Electro
Silver Watche Perfum quipme
next Vouche nic
coin s es nts/
Purchas rs Goods
décor
e
Series1 2 8 4 5 8 1 1
Chart No. 24
Electronic Silver coin Home
3% 7% décor /
other
equipments
Discount 3%
Cash voucher’s next purchase
on
28% 28%
Perfumes Watches
17% 14%
Interpretation:
-According the survey conducted on 273 people, 29 people opted for other gift
items i.e. only 11% of total respondents.
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-These 29 people can be inferred from above total data that they all lie above
46k and above monthly income and there preference is other gift option because
they don’t find offer useful or beneficial and they are also lie in 7 star category
who normally spends 40k per annum on shopping.
Out of 273 people 29 opted for other gift option following option is -
1. Silver coin – 2
2. Discount on next purchase – 8
3. Watches – 4
4. Perfumes – 5
5. Cash vouchers- 8
6. Electronic goods- 1
7. Home equipment’s/ home décor- 1
CHAPTER 5. FINDINGS OF THE DATA
From the detailed study of all the Pantaloons stores in Pune city. I came to
the following findings-
The study shows that before the acquisition of (PRIL) by the Aditya Birla
Group, Pantaloons Retail and Pvt. Ltd. (PRIL) were not making profit and
hence the balance sheet was also in the negative numbers. But after the
acquisition by the multinational group Aditya Birla have shown up their
remarkable energy and efficient work nature to make that sinking boat sail again
in the ocean. Brand competitors like Lifestyle, shoppers stop, max, fbb, turtle,
splash and other brands cover most of the market. Every company play offers
and gives hot deals during festival season. During the project study I found out
the few customer are not satisfied from the services they are getting in the
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Pantaloons stores and because of this they prefer products of other brand out of
the areas other store are making profit.
Hence we are in our growth period but I found that ICC tech park and banner
Pantaloons store are still facing problem being a stand alone store in the market
they are facing problem in profit making.
Major findings are as Follows:
1. During the project study I found that people who all are coming for
shopping, majority is the female ratio. There were very less in number of male
who come for shopping according to survey and personal interview most of
the male prefer that there shopping would be done by their wife, sister or
family members. And they prefer shopping occasionally.
2. According to project study and surveyed respondents between 21-30 age
group like to shop i.e. 80% and less than 20 age group 15%
3. People who all come for shopping most of them are graduated and post
graduated and else are pursuing their courses of education.
4. 66% are the employed and 33% of people are still pursuing education.
5. 50 % of the shopping people are in the 26-36k monthly group income, and
hence they prefer monthly shopping and more than. 36-45k group people
prefer weekly and occasionally. And more 50k monthly group people they are
also lay under 5-7 star categories and like to shop daily or weekly basis.
6. Daily and weekly basis people who like shop most of them are aware
about pantaloons PBGC card. Occasionally shopping people do not know
about the card and their benefits. (Refer: Table No. 6 and 7)
7. 70% of people think promotional activity does attract for shopping, People
think no matter what the promotional activity is on if they want to shop they
will go for shopping no matter how many attractive discounts is going on.
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Above data also tell the people income groups, which lie under the above
3646k or more than, they don’t think promotional activity will help them to
attract towards Pantaloons stores.
9. 12% people thinks newspaper add help them to get aware about the
store. And 70%of people believes that hoarding and advertise help them to get
to know about store.
10. 54% people shop at the festival season. And 45% people shop
occasionally not specifically shop at festival season.
11. Most of the 7-star member ship holder and higher income group don’t
avail offer and they do not find any use or benefit, which we give, in festive
season. 12. Small income groups they do look in benefits and offer at festive
time because it helps them in next purchase. And the other offerings help there
in basic and daily need like offerings of kitchen set and travel accessories.
CHAPTER 6. SUMMARY AND SUGGESTIONS

Summary:
The summer project given to me is titled as “A study on customer preferences
for coming festive season at pantaloons stores, Pune city’’. This summer
project has been a highly beneficial learning experience for me. As project was
in retail sector with India’s largest and fastest growing big box fashion retailer
(ABFRL) Pantaloons. It is one of the fastest growing lifestyle apparel retail
destinations in India. As a part of the company and being an intern I learnt how
marketing is done. How market strategies are implement and executed. The
study helped me in understanding the retail sector and the format of organized
retail sector. It also helped in understanding the customer preferences while
purchasing the merchandise in the store and also about the factors that they
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consider while making the purchases. Based in the study and the customer’s
responses, we can be able to fill the gap between the customer and their
purchases. The study helped in understanding the customer behavior and to
identify their considerations during the purchases. This study helps in finding the
customers responses and to make the services offered by pantaloons more
efficient. The study helped in finding about the store atmosphere, location, the
merchandise offered at pantaloons, knowledge of the sales force, customer care
response and the offers provided by pantaloons.
In the market new brand are coming day by day with the help of revised policy
of foreign direct investment (FDI), so there is very vast competition for increasing
market share. The foreign brand is also coming brands like H&M, Zara, Turtle,
and forever 21. Are giving more discounts and good deals to customer and hence
they are trying to capture Indian market.
Pantaloons should consider suggestions given in order to emerge as winner
in long run.
Suggestions:
This research throws light on various strengths and weakness pantaloons and can
also help Pantaloons to improve on different fronts in order to have an edge over
its competitor.
Based on the analysis and findings of my research I would like to give

following recommendations:
1. Employee should be properly educated about payback green card that will
be helpful for customer as well as store also.
2. Level of sale preview and use of promotional techniques should be
improved that will be helpful for increases customers frequency of visit the store.
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3. E-mail and bulk SMS can be used as an effective channel of

communicating the offers to the customers.
4.Proper communication is to be provided to the customers through sales people
so that there will be no confusion in understanding the offers.
5. Aditya Birla group has a tie-up with payback, which is a loyalty program so
the advertisements and promotions should be communicated through mails
and SMS to the respective customers.
6. Better offers can be provided to loyal customers based on the frequency of
purchases and the type of purchases they make.
7. Every store must have same variety and sizes available for every product.
8. Special offers should be there for 7-star customers and higher income group
people in the festival season.
9. Staff presence in important for each section.
10. Mystery audit should be done in every month to know the behavior and
response of the staff.
11. More deals should be there for increasing EOSS BUSINESS.
CHAPTER 7. BIBLIOGRAPHY
Web references:
• www.pantaloons.com
• www.abfrl.com
• www,google.com
• www.wikipedia.com
• Business world
• Business today
• Economic times
• Times of india
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Book References:
• Principles of marketing by philip kotler

• Marketing research by GC BERI 5e
• Business research and methodology by DEEPAK CHAWLA
• Market research by Donald S. Tull & Del I. Hawkins CHAPTER 8.
APPENDIX
Questionnaire
NAME:
CONTACT NO. (Optional):
SEX: Male Female
AGE IN YEARS: Less than 20 21-30 31-40 more than 40
EDUCATION: Illiterate Primary Secondary

Diploma
Higher Education Graduation Post Graduation
OCCUPATION: Student Employed Unemployed House works
Retired
MONTHLY INCOME: Less than 15k 16-25 k 26-35k 36-45k
More than 46k
1. How frequently do you shop at pantaloons?
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Daily Weekly Monthly Occasionally
2. Green Card Member: YES NO
(If yes ,then which tier)
Membership Tier: 1 STAR 3 STAR 5 STAR

7 STAR NO
3. Does Promotional activities attract you? YES
4. How did you come to know about this store?
By outdoor holdings by newspaper add by invitation word of mouth
5. Do you prefer to shop in EOSS ? (End of Season Sale)
YES NO
6. Did you shop at Pantaloons during last any Festive Period (Ganesh chaturthi/ Diwali/Gudipadwa)?
YES NO
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7. Did you avail gift voucher offer during your shopping in last festive period?
YES NO
8. Were you happy with gift voucher you got on your shopping in Last Festive Season?
Highly satisfy Satisfy
Dissatisfied Highly Dissati

sfied
9. Which of the following offer you will like to avail during coming Festive Shopping at Pantaloons in this
year?
Pantaloons gift voucher/Gifts cards Spaces Bed Sheet Sky bags/Trolley bags
Milton set / Nirlep set Other Gift Type:___________________________
10. Share your Feedback on Gift Option Chosen by you.
___________________________________________________________________________________
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A STUDY CUSTOMER PREFERENCES FOR COMING

A Summer Internship Project Report on

Submitted in partial fulfillment of the requirement for the degree of

Roll no. – TM1514229

A study conducted for

ADITYA BIRLA FASHION & RETAIL LTD

Date: 30/06/2016 Signature:

As a part of curriculum at Sri Balaji Society, the “Summer Internship Program”

I would like to extend my hearties Gratitude to all of them.

“Identification of Customer Preferences” focuses more those customer

1.1 Project & Company profile 11-17

1.2 topic theoretical background 18 1.3

Objective of the study 19

2.1 Research methods used for interpretation of data 20-22

2.2 Formulating the questionnaire 23

2.4 Benefits of the Study 28

3. Literature Review 30-31

4. Data Analysis and Interpretation

4.1 Tabulation, Analyzing &Interpretation of the Data 32-52

5. Findings of the Data 53-54

6. Summery & Suggestions 55-56

SR. NO. TABLE PAGE NO.

6 How frequently do you shop at pantaloons 37

7 Do you aware about green card member 38

8 Does promotional activities attract you 40

9 How did you come to know about this store 41

10. Do you prefer shopping in EOSS 42

11. Analysis non EOSS BUSINESS 42

12. Analysis EOSS BUSINESS 43

13. Did you shop at pantaloons during last festive period 44

17. Analysis on other Gift Option Chosen by customer 51

7. How frequently do you shop at Pantaloons? 37

8. Awareness about PBGC 38

9. Membership Tier Frequency 38

10. Membership Tier Distribution 39

11. Promotional activities attract you 40

12. Store awareness 41

13. Non-EOSS business 42

14. EOSS business 43

15. Shop at pantaloons during last festive season 44

16. Avail offer during festive season 45

17. Satisfied from gift you got last season 46

18. Quality satisfaction 47

19. Price Satisfaction 47

20. Correlation between prices and quality 48

21. Preferences frequency for coming festive season 49

22. Preferences distribution for coming festive season 50

23. Other gift option frequency by respondents 51

SR. NO. FIGURES PAGE NO.

2 Company logo and name 18

3 Company strength offcial artwork 19

5 Company brand logo and offical name 30

Consumer schemes can be of various types:

1. A purchase with a purchase

2. A gift with a purchase

3. A discount coupon on next purchase

ABNL is also a prominent player in Private Equity, Wealth Management, and

Aditya Birla took over Pantaloons Retail chain

The ABFRL umbrella includes:

All the stores are divided into four zones:

South West zone

Pune city has seven pantaloons stores currently:

1. Pune ICC Tech park 2. Phoenix mall 3. Season mall