ANALYSIS AND INTERPRETATION:

As per the in- store survey conducted during my internship to understand if the catchment of the store was profitable for Pantaloons or should it be moved to a different place and to find out some measures to increase the sale in the area (Cunnigham Road, Sigma Mall) ,following were the findings of the survey :

Among the 215 customers who formed the part of the survey 33% of the respondents belonged to the age group of 20-27 yrs, whereas 29% of the respondents were of the age group 28-27. This clearly states that the youngsters i.e. people belonging to the age group of 20-27 prefer Pantaloons more as their apparel brand as compared to any other age group. However the data also shows that the preference of the brand among old age group and the teenagers is very less.

The questionnaire also aimed at finding out the family size of the people shopping at Pantaloons. 45 % of the respondents had a family size of 3 or less than 3 members. However people with large family size were few, this can be attributed to the fact that people now a days prefer nuclear family with respect to joint families.

The store should aim at attracting large families since they can contribute to a large part of the stores revenue.

As per the questionnaire 20 % of the people shopping in the store were localites. Most of the people were from the southern part of the country. Since Bangalore is a cosmopolitan

city there are a large number of people who belong to the northern part and other parts of the country. Hence promotional events should be organized attracting customers belonging to these regions.

Qualification and Occupation were used to find socio economic classification of that

Catchment.

28% of the sample size had a monthly income of Rs.25000-35000. Higher income group customers i.e. people with 50,000 and above constitute 31% of the sample size, which is a positive sign for the store. However to attract people with low and middle income group the products and their pricing should be done accordingly to attract this customer base. Since many of the people shopping in Pantaloons belong to the working class, products such as corporate apparels should be more focused on in order to meet the expectation of this class. We tried to find out the media through which people could be made aware of our brand. Hence we tried to find the newspaper preference of the respondents. The most popular source of print media among the respondents was Times of India which constituted around 37% of the total respondents reading

preferences Local newspapers such as Vijaya Karnataka and Deccan Herald constituted 14 % of the total preferences. Hence emphasis should be laid on advertising and promoting through national newspapers such as times of India but local newspaper should not be neglected, since they also can be effectively used to promote and advertise during some local occasions or festivals. As far as television is concerned most of the people prefer watching news channels , hence the advertisements sholud be telecaeted on a news chammel between 9-10. P.M. because thats the prime time when people watch news. However to promote the brand amonng the youth the advertisements should b e telecasted on sports channel , may be during a cricket match to attract the attention of the targeted customer.

One important and effective source of advertisement and promotion is radio. FM channels can be used efficiently to promote. As per the survey 30% of the people hear radio city which can be used to create awareness and promote the brand. Local radio station such as Indigo which constitutes 16% of the total preference can be used for promotion during local festivals and events.

To understand the buying behavior of the customer we tried to find out the special occasions during which people shop more. As per the survey 20% of the respondents shop during Diwali as it an auspicious festival and people wear new clothes on that day. Similarly 15% of the people shop during Ganesh puja and 11% on the local festival of Ugadi. Hence on such occasion in order to increase sales and attract customers special discounts and offers should be provided, it will also help in attracting new customers and creating loyal customers.

One of the crucial and important aspects to understand is what segment or product of the brand is preferred more. As per the survey since most of the people are employed, 38% of the respondents shop for formals when they come shopping to Pantaloons. However casuals and accessories also attract a fair amount of customers. To make the brand popular among the teenagers and youngsters casuals and accessories should be more innovated and customized.

What makes a company successful is not just a large customer base but what is really important is to retain customers and have a strong base of loyal customers. In order to find out the loyalty of the respondents towards Pantaloons we tried to find out the number of people who had a membership card or a green card as we call it. It was found that 70%of the respondents were green card holder which is again a positive sign for the company. The company is able to retain and maintain its customer.

The survey also helped to find out the level of satisfaction of the customers on different criterias:

Majority of the respondents are satisfied by the pricing of the products. 33% of the respondents are satisfied by the pricing whereas 21% are very satisfied by the pricing of the products. 33% of the respondents are highly dissatisfied with the quality of the product which is a matter of concern for the company whereas 27% of the company are dissatisfied with the quality. Similarly the survey showed that 37% of the people were not satisfied with the no. of brand offerings.