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A Project Report On

“STUDY OF CONSUMER BEHAVIOR, BRAND

MANAGEMENT AND CORPORATE TIE-Ups”

Carried out at

Future Group-Indus League
Submitted By

Progga promiti Das
Roll no. 9267 MBA++ (Marketing Retail)

Under the Guidance of

Dr. Rajesh Prahurkar

In Partial fulfillment of the requirement for the award of the degree of Master of Business Administration (MBA++)

Department of Management Sciences University of Pune (PUMBA) 2009-2011

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UNIVERSITY OF PUNE
BONAFIDE CERTIFICATE

Certified that this project report “STUDY OF CONSUMER BEHAVIOR, BRAND MANAGEMENT AND CORPORATE TIE-Ups” is the bonafide work of “Progga Promiti Das” who carried out the project work under my supervision.

Internal guide External Examiner Dr.Rajesh Prahurkar

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ACKNOWLEDGEMENT
I would like to take this opportunity to express my sincere gratitude to all those who have guided me in right direction to complete this project successfully. I express my sincere gratitude towards Dr.Rajesh Prahurkar , Professor of Department of Management Science, University of Pune for encouraging me throughout my project and for blessing me with this opportunity. I would like to thank my college’s internal guide for giving me the permission to commence this project in the first instance, to do the necessary research work and to use department data. I also express my sincere thank towards Mr. Raj Sartape, the Area Sales Manager(ASM) of Indus League(Future Group apparels) for guiding us in understanding every aspect of retail business and I also owe thank to Future group for providing such a huge platform . I am deeply indebted to my faculty Guide who gave me stimulating suggestions and encouraged me at all times during my project work. Last but not the least, I would like to thank my respondents for sparing their precious time to answer my questionnaire and giving me an access to such a valuable information. Finally my sincere thanks to my parent’s and to all my friends for their support and motivation throughout the project.

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Hotels. 4|Page . fittings and providing with post purchase services in terms of alteration help for increasing the loyalty and inviting repeat purchase. In India majority of retail sector is unorganised while very few retailers are organised and work in more than one city. It also aims to determine how to position various in-house brands of Indus League and Future group apparels. The project is titled “STUDY OF CONSUMER BEHAVIOR. colors. This project revealed that Indus League Clothing Ltd. Indus League clothing ltd. is a future group holding. Understanding the brand management process by conducting a marketing research and making tie-ups with MNC's by B2B marketing in various service organisations such as IT companies. Colleges for their employees and students. Scullers and Daniel Hechter. The main objectives of the project was to study and understand the consumer buying behavior. Recommendations given includes suggestions like emphasising on promotional activities such as corporate discounts and other promotional schemes. It also provides largest employment in India. should position itself as high quality low price apparel manufacturing company. Jealous21. Urbana. We must satisfy and even delight our customers with the value of our products and services to gain their loyalty and repeat business. a company owned by future group and it heads the brands like John Miller. regularity in supplying of apparel orders and proper inventory management.AbstractRetailing is one of the fastest growing industries in India. BRAND MANAGEMENT AND CORPORATE TIEUPs”. providing high end customisation to clients in terms of patterns. Satisfying our customers is an essential element to stay in business in this modern world of global competition. Indigo Nation.

2 3 3.2 1.TABLE OF CONTENT LIST OF FIGURES Sr.4 2 2. No ABSTRACT TABLE OF CONTENT LIST OF FIGURES LIST OF TABLES 1 1.1 3.3 1.1 1.1 2. Research Design Data Interpretation and Analysis B2B MARKETING AND INSTITUTIONAL TIE-Ups FINDINGS AND SUGGESTIONS APPENDICES REFERENCES 5|Page CHAPTER Page.No 4 5 6 7 8 11 14 23 27 29 30 33 36 37 39 56 63 68 72 .2 4 5 INTRODUCTION Overview of the Retail Industry Organisational Profile Future Group awards Need for the study CUSTOMER BUYING BEHAVIOR Customer Behavior Decision Making RESEARCH DESIGN AND METHODOLOGY.

4 Frequency gender wise 3.No 3 Table.9 Exposure of the communication age group wise 3.6 Influences of the promotional activities 3.2 The retail communication mix 1.10 People exposed to in store communication 3.14 Opinions of the people on offers.15 Shopping experiences 3.17 Shopping experiences.No 3.1 3.No Title 1 INTRODUCTION 1.1 Power pricing by Jealous21 2.12 Ratings for IndusLeague 3.4 Major players in Indian retail 1.No 9 10 12 13 26 33 35 39 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 59 60 68 71 LIST OF TABLES Sr.Sr.2 Title RESEARCH DESIGN AND METHODOLOGY People visiting for the first time Frequency of visit Page.3 Evolution of Indian retail 1.1 People visiting for the first time 3. gender wise 4 B2B MARKETING AND INSTITUTIONAL TIE-Ups 4.2 Frequency of visit 3.No 39 40 6|Page .No Fig. age-group wise 3.13 People’s opinion on the offer 3.3 Frequency age group wise 3.1 Demand categories 4.1 The retail marketing mix 1.11 People liking the communication 3.2 Buying decision making process APPENDICES List of organizations Page.16 Shopping experiences. age-group wise.5 Spread of future group 2 CUSTOMER BUYING BEHAVIOR 2. 3.8 Number of people exposed to communication of IndusLeague 3.7 Influence of the promotions occupation wise 3.5 Promotions stimulating people 3.3 Black box model 3 RESEARCH DESIGN AND METHODOLOGY 3.2 Influences on the decision making process 2.

16 3. age-group wise.5 3. Shopping experiences Shopping experiences.11 3.6 3.14 3. age-group wise Shopping experiences.10 3.12 3.15 3.4 3.7 3.17 Frequency age group wise Frequency gender wise Promotions stimulating people Influences of the promotional activities Influence of the promotions occupation wise Number of people exposed to communication of IndusLeague Exposure of the communication age group wise People exposed to instore communication People liking the communication Ratings for IndusLeague People’s opinion on the offer Opinions of the people on offers.8 3.3.3 3. gender wise 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 7|Page .13 3.9 3.

targeting. non business use. The basic function of retail is to provide the right goods to the consumer. Retail Marketing Mix : Retail marketing focuses on the segmentation. Retailing : Retailing includes all the activities in selling goods or services directly to final consumers for personal.CHAPTER-1 INTRODUCTION Marketing : Philip Kotler defines marketing as a societal process by which individuals and groups obtain what they need and want through creating. offering and freely exchanging products and services of value with others. at the right place and time. positioning and branding of a retail store and methods of communicating this to consumer. Retail marketing mix is the marketing tool that a retail organisation uses to pursue its 8|Page .

sales promotions. the merchandise and the services.marketing objectives. and announcing special activities. Retailers communicate with customers through advertising. Web sites.1: The Retail Marketing Mix The Retail Communication Mix : Communication is an integral part of the retailer’s marketing strategy. These elements in the 9|Page . providing information about the retailer's location and offering. A communication program can be designed to achieve a variety of objectives for the retailer. Figure 1. such as building a brand image of the retailer in the customer's mind. publicity. store atmosphere. It also serves as a tool for building store image. e-mail. Communication is used to inform the customers about the retailer. personal selling. to make the customer to visit and shop from his store and to achieve the sales target. Every brand contact delivers an impression that can strengthen or weaken the customers’ view of the company. increasing sales and store traffic. such as to inform the customers about the products that he has on offer. and word of mouth.

Evolution of Retail in India: In India. During nineties. vegetable vendors. Figure 1. 10 | P a g e . organised retailing was led by few manufacturers who had retail outlets in more than one city. retailing is one of the largest industries and one of the largest employments also. retailing or retailers meant peddlers.1-Overview of the Industry: Retailing is the world’s largest private industry. These retailers are operated in highly unstructured and fragmented market. small grocery stores.2 : The Retail Communication Mix 1. The retailing industry is quite old in the country. cloth stores and consumer durable shops. Growth of retail companies in India exhibits the growth in the retail industry in India over the years.communication mix must be coordinated so customers have a clear. distinct image of the retailer and not be confused by conflicting information. In India. Very few retailers operated in more than one city. during eighties.

especially textile retailers like Vimal Textile. This encouraged setting up of retail chains by domestic retailers like Viveks and Nilgiries in Chennai. Leading retailers are opening new retail stores. 11 | P a g e . Raymonds. Competition in retailing is fierce. Bombay Dyeing. Moreover the entry of MNC brands generated considerable enthusiasm and interest among domestic retailers. a proven successful idea open hundreds of new stores. But Indian retail scenario started changing after 1995. Liberalisation. Increasing salaries of IT and Greenfield employees sector gave rise to completely new group of buyers with higher purchasing power. This paved the way for MNCs in the Indian market. at the same time new investors like Bharti Group and global giant like Wal-Mart are also going to start the retail stores in the Indian retail market. Privatisation and Globalisation (LPG) strategy led to dilution of the stringent restrictions. Nirulas in New Delhi etc. Everyday retailers come with new ideas.

Cochin. Ludhiana. The South Indian zone have adopted the process of shopping in the supermarkets for their daily requirements and this has also been influencing other cities as well where many hypermarkets are coming up day to day. The Growth of Retail Companies in India is most pronounced in the metro cities of India. Coimbatore. Trivandrum. and others. Simla. Most of the retail companies are sections of other industries that have stepped in the retail sector for a better business. however the smaller towns are also not lagging behind in this. The retail companies are not only targeting the metros in India but also is considering the second graded upcoming cities like Baroda. Gurgaon. Reasons for the fast Growth of Retail Companies in India : 12 | P a g e .3: Evolution of Indian Retail Growth of Retail Companies in India : Growth of Retail Companies in India is still not yet in a matured stage with great potentials within this sector still to be explored. Chandigarh.Figure 1.

expects its business to grow manifold in next few years.2-Organisation Profile: Pantaloon Retail India Ltd. Fashion Station. Pantaloon Retail took the initiative of Web marketing and sales through its newly launched Web site of Futurebazaar.The retail companies are found to be rising in India at a remarkable speed with the years and this has brought a revolutionary change in the shopping attitude of the Indian customers.000 people. To further reach out to its customers. E-Zone. Pantaloon retail India Ltd. The company operates over 12 million square feet of retail space. which allows it to offer low prices to its customers.. and to provide them a convenient shopping experience. & Depot. Big Bazaar. both in terms of new formats as well as new locations. The Growth of Retail Companies in India is facilitated by certain factors like – • • • • • Existing Indian middle classes with an increased purchasing power Rise of upcoming business sectors like the IT and engineering firms Change in the taste and attitude of the Indians Effect of globalization Heavy influx of FDI in the retail sectors in India Major players in Indian retail industry : Pantaloon Retail India Ltd K Raheja Group Tata group RPG Group Landmark Group Piramal Group Figure1. Pantaloon Retail India Limited is India’s leading retailer that operates multiple retail formats through retail chains such as Pantaloon. which serves in both the value and lifestyle segment of the Indian consumer market.4: Major players in retail Subhiksha Bharti-Walmart Reliance 1. The portal enjoys the benefit of buying in bulk from the entire group and keeping its margins low. Future Group : 13 | P a g e . Food Bazaar. has over 1000 stores across 71 cities in India and employs over 30.

Pantaloon Retail was awarded the International Retailer of the Year 2007. Kishore Biyani. Future Group’s joint venture partners include. retail media and logistics. insurance. retail real estate development. Future Group believes in developing strong insights on Indian consumers and building businesses based on Indian ideas.’ Retail forms the core business activity of Future Group while group subsidiaries are present in consumer finance.’ The group’s corporate credo is. the largest retail trade association and the Emerging Market Retailer of the Year 2007 at the World Retail Congress in Barcelona. The group’s flagship company. Staples and Middle East-based Axiom Communications. Mr. Subsidiaries of Pantaloon Retail : • Future Bazaar • Future Group • Future Capital Holdings • Future Generali • Future Learning & Development • Future Media • Future Knowledge Service • Home Solutions • Future Axiom Telecom • Future Brands Central : 14 | P a g e . is one of India’s leading business houses with multiple businesses spanning across the consumption space. as espoused in the group’s core value of ‘Indianness. capital. by the US-based National Retail Federation. leisure and entertainment. brand development. Retain values. Future Group. ‘Rewrite rules.Future Group is led by its flagship enterprise Pantaloon Retail. led by its founder and Group CEO. US-based stationery products retailer.

Fine Dining Restaurants. men. 15 | P a g e . Central is presently serving its customers through 11 stores located in 7cities across the India. Central houses over 300 brands across categories. a lifestyle shopping mall is a branch of Pantaloon Retail India Ltd. These value added services provided by Central are : • • • • • • Gift Central Beauty Central Flower Central Radio Central Wi-Fi Central DJ Central : Complimentary gift wrapping : Complimentary make over : Flower service for your dear ones : Radio while you ‘Shop. Super Markets (Food Bazaar). First Central was launched at Bangaluru in 2004. 1998 and started commercial operations . Central is a showcase. The thought behind this pioneering concept was to give customers an unobstructed and a pure shopping experience and to ensure the best brands in the Indian market are made available to the discerning Indian customer. such as apparel. from April 1999 by six first generation entrepreneurs. to build lifestyle branded garments. Central also serves its customers through various value added services. Books. seamless mall and the first of its kind in India. when consumers were not aware of readymade garment brands. children and infants. was incorporated in Nov. Food Courts. at time. Pubs and Discotheques. The Company is engaged in the design and manufacture of ready-made garments. Eat & Celebrate’ : Complimentary broadband usage : Live entertainment on weekends Indus League : Indus-League Clothing Ltd. apart from a whole range of Music. Coffee Shops. footwear and accessories for women. It is planning to have 20 stores by the year 2010 in various cities.Central.

Daniel Hechter launched its first showroom in South Extension Part. Exclusive stores have also been launched in Mumbai. an International label focusing on Menswear in India ensures creative fashion that includes the classic range of products with visible value addition. Ltd. Director & CEO a first generation entrepreneur with more than 15 Yrs of experience in this industry. 1.II. She is supported by senior management team with considerable years of experience in the industry. that Daniel Hechter would provide expertise in European design and styling to bring the latest collection to India. Daniel Hechter. The majority of the shareholding of the Company is held by Future group there are other strategic investors include Benett Coleman & Co.Urban Yoga DANIEL HECHTER Leading french pret-a-porter brand.Urbana 3. The range offers premium classic shirts. while Indus League would rely on its manufacturing ability as well as its retail 16 | P a g e . Advertisement and Marketing. Delhi. Retailing. and others. Bangalore and Gurgoan.John Miller 5. being industry leaders in Management. combined with sporty elegance in the sophisticated leisure range.Indigo Nation 4. Manufacturing. double mercerized T-shirts and pima jerseys. Some of the brands of Indus League includes. Rachna Aggarwal.Jealous 21 6. trousers in slim silhouettes.Daniel Hechter 2.The Company is led by Ms. The French company which was recently launched in India by Indus league on an agreement. The Board of Directors of the Company include several professional and independent directors.

We hope Daniel Hechter is an absolute delight to Delhi with a fine blend of European designs and elegenat personalities of the people” said Tanguy Mulliez. comprising shirts. Rachna Aggarwal. It garbs wearers in the certainty of always being well dressed. We are glad to be associating ourselves with the city with our first store in South Extension. Fashion from Daniel Hechter blends French savoir-faire with sporty elegance. is betting big on its recently launched premium menswear brand Urbana. With this agreement the French Pret brand will offer its range of menswear to the Indian consumer. the fashion capital. said. trousers. CEO and MD. rendering the brand both authentic and appealing." said Mr K. Fashion from Daniel Hechter conveys a lifestyle feeling. 17 | P a g e . jackets. Indus League will look to grow Daniel Hechter to a Rs. Indus League. “We have been eying Delhi as a fast developing market for luxury brands in India. We expect Urbana to emerge as a Rs 100-crore brand in three years. is targeted at the upmarket male in the 35-45 age group. Speaking on the brand.K. 50 crore brand by the end of 3 years. belts and ties." "The premium men's formalwear business is estimated at Rs 1. It is positioned as a brand that "combines technology with fashion and functionality. Daniel Hechter The Daniel Hechter brand has its origin in Paris. “We bring to Delhi international styles and designs from Paris through an exclusive Daniel Hechter Store.500 crore. which retails brands such as Indigo Nation and Scullers. URBANA Indus League. there is huge potential.prowess to market the brand across the country.200 crore -1. CEO. Indus League Clothing Ltd. The Urbana range. Delhi is a very stylish market and through this store we intend to ensure that the customer gets the finest quality and best of styling”. Hence. International License Director. Pant.

The collection specially designed for the Royal Challengers includes an exciting range with ‘Reversibles’ clothes that can be worn inside out and a stylish assemble of checkered shirts that go best with denims. apart from having the `Durawhite' property for "sparkling whiteness even after several washes" and an anti-ageing formula. 18 | P a g e .Urbana products are claimed to be incorporated with technologies for sweat-. This special collection created by Indigo Nation for the Royal Challengers is not just a toast to the team but also to their admirers across the nation.4994." said Mr Pant. the stunning range of fashionable formal wear designed exclusively for the young. After a hugely successful season last year. "Over the next three years.and stainresistance. Indigo Nation is proud to style the debonair and stylish Royal Challengers Team of Bangalore for the second year in a row. They include a wide variety of shirts in varied hues of creams.299 and the jackets at Rs 3. store investment would be Rs 50 lakh per store. Marketing spends are expected to be around Rs 15 crore. edgy and maverick man. It will soon be available in shop-in-shops at premium menswear retail outlets and in standalone stores. The shirts and trousers are priced between Rs 1. INDIGO NATION Indigo Nation.299 and Rs 2. continues to style the Royal Challengers Bangalore in the ongoing Indian Premier League. blues and beiges.999. the company will aim to establish 150-200 such points across the country. The company is looking at "selective and direct marketing communication" to promote Urbana given its niche premium positioning. Urbana is currently available at Central malls and Pantaloon stores. wrinkle.

” From spring 1995 the addition was dropped and the brand name became John Miller. This shirt manufacturer rapidly grew into the Van Winkel Fashion Group.The royal challengers spell the attitude of Indigo Nation – they are young and dynamic. The founder Sjef van Winkel developed machines and accessories himself in order to constantly improve his shirt production. Indigo Nation. the brand has possibly benchmarked the young corporate’ dress ethos in formals and changed men's fashion in India from sober and monotonous to bold and radical. the beautiful workmanship and the comfortable fit ensure that the products are a great pleasure to wear and as comfortable as possible. JOHN MILLER Van Winkel Confectiebedrijven was set up in Budel in 1949. They intend to expect the same boldness and style from the Royal Challengers Bangalore. The John Miller brand was created from the Cotonissimo brand which guaranteed luxury shirts made of 100% pure cotton fabric from a European supplier. In 1989 the name John Miller was introduced with the addition of “Original Cotonissimo. Indigo Nation is a young and edgy formal wear brand from the house of Indus-League Clothing Ltd. The third generation of the van Winkel family is now closely involved with the organisation. The John Miller brand still stands for luxury shirts of exceptionally good quality. a respected family firm with a total of 55 staff in the Benelux countries and its own production company in Macedonia with 165 staff. 19 | P a g e . Indigo Nation’s Contra Formals has set a new trend in dressing for the young and dynamic – like they say – “Young Like That”!! Indigo Nation has possibly benchmarked the young corporates’ dress ethos in formals and changed men's fashion in India from sober and monotonous to bold and radical. who are not just raring to go on the field but off it as well. The Van Winkel Fashion Group produces and sells its shirts to various men’s fashion firms under 2 brands: Ledûb established in 1963 with shirts for the higher middle segment and John Miller established in 1989 with shirts for the higher segment. JOHN MILLER BRAND PROMISE : John Miller luxury shirts have been developed from a rich Dutch tradition of shirtmaking and its own innovative vision. The high-quality materials from European suppliers. John Miller also stands out thanks to its strong service orientation. which is a unique brand lifestyle marketing firm headquartered in Bangalore. John Miller offers fashionable shirts in which a lot of attention has been paid to detailed workmanship. Besides stylish wear.

The Jealous 21 merchandise offers great fits. Managing Director Indus-League Clothing Ltd said. the young Jealous 21 models catwalked across the store displaying the ‘attitude’ of the Indian girl of today and the woman of tomorrow. stylish. budget. “Jealous 21 is a fresh and new concept store. fashion. Positioned as the trendsetter in denim wear. Besides the criterion of quality in the widest sense of the word. The ‘always in fashion’ Jealous 21 store is for the young girl. That is because they are made exclusively of high-quality natural materials such as cotton. John Miller shirts guarantee optimum wearing comfort.” K. stylish.” 20 | P a g e . We at Indus-League have always sought innovation and launched new concept stores. the dependable Jealous 21 gives her affordable and chic fashion all year round.K. thereby giving a new shopping destination to the people of the city where we are present.Very high-quality fabrics and materials are used for the shirts. A service-orientated approach ensures long-term relationships with suppliers. Head Category Pantaloon Retail ( India ) Limited said. casual. starting to party and discovering her own unique style. it is great place to be seen at! Bina Mirchandani . Always evolving and positive. familiarity and identity. a ‘forever young’ ‘complete wardrobe’ store that gives a young girl (1724 years) everything she needs to define her distinctive style and personality. Mumbai Central. sexy and professional. Jealous 21 aspires to give her everything she needs Fit. JEALOUS 21 The new look Jealous 21. designed for the perfect young woman. On the occasion of the launch event. (where Future Group through Pantaloon Retail (India) Limited has a strategic stake). resulting in a high level of wearing comfort and little to no wrinkling. This store has been designed keeping in mind the young girl’s shopping desires. John Miller explicitly focuses on the “service” element in its market approach. “The store is smart . customers and consumers. Made of 100% cotton fibres. Pant. innovating. great washes and great value for money. going to work. Always in fashion. which had acquired the popular women’s denim brand Jealous in April 2005. who knows and understands the joys of being a girl and a woman. linen and silk. the fine threads of this fabric make it exceptionally supple. opened in the city at Orchid City Centre . This novel retailing concept has been conceived by IndusLeague Clothing Ltd. The Jealous 21 girl is sizzling. who is experimenting. John Miller also has a line of shirts featuring a unique two-ply fabric quality. Nothing but the best will do for the fit and for optimum comfort in wear.

the first line of clothing for yoga in India. was launched in the early 90’s and was positioned as a brand for the young urban woman . was launched in the early ’90’s and was positioned as a brand for the young urban woman. URBAN YOGA Urban Yoga. known for its fit. The specific style benefits include shifted shoulder seams in tops and ribbed fabric at the back and sides of the garment to facilitate better stretch. The new look Jealous 21 a ‘forever young’ ‘complete wardrobe’ store gives a young girl (17-24 years) everything she needs to define her distinctive style and personality. CEO. with its first outlet in Orchid City Centre in Mumbai. Also available for women are seamless kimono cuts for better movement of arms while exercising and broad roll up 21 | P a g e . Now the brand is being reinvented to infuse new energy into it. Jealous 21 was launched in India in November 2006. Similarly the 300 sq feet store at the Palladium is built around the philosophy of Yoga and transcends the brand ethos to enhance one’s shopping experience. The brand takes it inspiration from the art of performing yoga.” The collection is available for men. The fabric and style benefits of the range help you keep your mind on yoga and not on your clothes. It seeks inspiration from its glorious lineage — the Jealous denim wear brand. has opened their first exclusive concept store in the plush and luxurious Palladium Mall in Mumbai. The specific fabric and styles benefits allow for stretch and better movement while practising yoga or just exercising. The denim brand. The denim brand. We have tried to re-create the entire yoga experience at the store. Now the brand is being reinvented to infuse new energy into it. The company plans to expand its retail network for a nationwide presence. Rachna Aggarwal. Indus League said. known for its fit. women and kids. club and denim wear. “The store gives consumers a complete brand experience and conveys the values and lifestyle imagery of the brand. club and denim wear. The Jealous 21 range comprises: casual. The collection at the store is focused on providing utmost comfort and flexibility while performing yoga. The store conveys a serene ambiance and celebrates yoga and its holistic pursuits right from its impressive use of ‘padmasana’ logos and the natural wooden feel of the store interiors.The Jealous 21 range comprises casual. It seeks inspiration from its glorious lineage — the Jealous denim wear brand.

with their humour and play on words.Big Bazaar Images Fashion Forum 2009 • • • Most Admired Fashion Group Of The Year . while retaining a stylish look.waist bands that helps to keep the garment in place. Also available this season is a range of “Sandesh” tees. the lifestyle format Critic’s Choice For Pioneering Effort In Retail Concept Creation . The Sandesh tees.Central Coca-Cola Golden Spoon Awards 2009 • • • Most Admired Food & Grocery Retailer Of The Year Most Admired Food Court Most Admired Food Professional 22 | P a g e .Big Bazaar Most Preferred Multi Brand Food & Beverage Chain .Future Group Most Admired Private Label .Pantaloons. The fabric used has five per cent lycra and is bio-washed for a soft body feel. encompass the attitude of Yoga.3-Future Group Awards CNBC Awaaz Consumer Awards 2009 • • Most Preferred Multi Product Chain . 1.

INDIASTAR Award is a biennial event which aims to promote and encourage excellence in packaging design. India Retail Forum (IRF) is a platform for intellectual insights and information exchange for the retail business in the Indian subcontinent. This year there were around 357 entries and the participants had to submit a sample of their designs for selection. The contest was established in 1972 and is considered as the most popular and premier event for India’s packaging fraternity.Big Bazaar Future Group was awarded the Most Admired Retail Company of the year by the Indian Retail Forum at a glittering ceremony organized in Mumbai. The forum presents the business of retail in the region to a global audience.Kishore Biyani Best Retailer Of The Year ( Hypermarket) .Indian Retail Forum Awards 2008 • • • Most Admired Retail Company of the year . innovation and technology. The INDIASTAR Award 2008 Food Bazaar: Best Packaging Innovation Food Bazaar bagged the INDIASTAR Award for Best Packaging Innovation in India. with the express aim of facilitating understanding about and encouraging investment in this massive marketplace. Mr Kishore Biyani also won Retail Face of the Year. for its private label brand Fresh and Pure Chakki Atta. Big Bazaar. the value format of Future Group bagged the Best Retailer of the Year (Hypermarket).Future Group Retail Face of the Year . 23 | P a g e .

• Most Admired Food & Grocery Retailer of the Year . 24 | P a g e . innovation and achievement in the food retailing business as a benchmark of excellence.Consumer's Choice: Big Bazaar. Most Admired Food & Grocery Retailer of the Year . aims to set a platform that appraise raises and recognizes the development and growth of retailing throughout the Asia Pacific region.Hypermarkets: Big Bazaar. Beverages & Grocery: Future Group.Retail Asia Pacific Top 500 Awards 2008 • Gold Winner . The Coca-Cola Golden Spoon Awards 2008. Most Admired Retailer of the Year .Top Retailer 2008 Asia Pacific Retail Asia Publishing Pte.Dynamic Growth in Network Expansion across Food. Coca-Cola Golden Spoon Awards 2008 • • • • Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani. were given away for the first time as a culmination of the ‘Food Forum India 2008’ . The awards were presented to honour enterprise. Most Admired Food & Grocery Retailer of the Year – Supermarkets: Food Bazaar.a two day convention which saw the participation of leading brands. retailers & retail support organizations from across the globe. the institutor of these awards.

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commodity business where profitability gets strained as competition intensifies. Corporate Institutional tie-ups becomes a strategic decision for gaining higher market share.5: Spread of Future Group 1. For increasing the sale and thus revenue.Figure1. Indus League is always been challenged in its position to remain on the top due to new entrants and increasing competition. Problem statement : Indus League is one of those successful brands which serves the lifestyle needs of the consumers. Promotion plays a very important role in the retailing as a medium for communication. Major retail players spend large amount of funds for the communication and advertisement of their brand. In Pune. It is therefore important to study the impact of these promotional activities on the customers and to what extent these advertisements and communication are able to influence the consumer from which these retail players get their revenue. It therefore becomes very crucial to understand the customer buying behavior. ‘Is the expenditure on various promotional activities done by Pune Central successful in attracting the customer? ’ 26 | P a g e . it becomes important to gain and retain the market share and identify new opportunities. It is very necessary to communicate and advertise with the people to create the awareness among them. so it is necessary to check the effectiveness of this promotion.4-Need for the study : Retailing is a low-margin. Indus League spends heavily on promotion. high-volume.

• To understand and design B2B marketing activities as well as the terms and norms for institutional tie-ups. Scope of the study : The study was conducted in the two stores of Central located in Pune city. it becomes difficult to serve them.Without understanding the consumers need. To study and understand the process of brand management as well as the effectiveness of the promotional activities of Indus League. ‘Is the brand successful in understanding the consumer expectations and is it delighting the consumers? ‘ Objectives : The objective of the study can be exhaustively divided as the study and understanding of three different topics. The overall study focuses on the fulfilment of following objectives : • • To study and understand the customer buying behavior. The study was carried out to to understand the entire brand management process as well as the effectiveness of the promotional activities in creating an impact of Indus League as a brand in the minds of its customers. It is important to know whether the consumers are satisfied and whether their expectations are been meet upon. 27 | P a g e .

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CHAPTER-2 CUSTOMER BUYING BEHAVIOR 2.1-Customer Behavior: 29 | P a g e .

Customer benefits. it should be noted that there is no particular interest in what the individual customer being watched does. Social functions can be categorized into social choice and welfare functions. payer and buyer. What is being reported here. By understanding the phenomena such as the tendency towards a right turn. Customer Behavior Study: Observation of consumers is often a powerful tool. the areas of the store heavily trafficked by women can be designed accordingly. then. The intent is not to find specific observations specific to one customer only.g: Indus League found out that the reason for the low sales of its newly launched brand Daniel Hechter was its lower brand awareness amongst the Indian customers. It is also possible to identify problem areas where customers may have close encounter with each others. customisation and one-to-one marketing. Consumer Behavior-The Psychological thinking: 30 | P a g e . Customer behavior study is based on consumer buying behavior. It attempts to understand the buyer’s decision making process. The question is what customers either as an entire group or as segments do. from stores that are designed effectively to promote efficient shopping. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. Looking at how customer select products may yield insights into how they make decisions and what they look for. are averages and tendencies in response.Consumer behavior is the study of when. personalisation. both individually and in groups. with the customer playing three distinct roles of user. Although there may be cause for some concern in that the particular individuals have not consented to be part of this research. Observation may help us determine how much time customer spends comparing prices. A question arises as to whether this type of “spying” inappropriately invades the privacy of customers. E. the location of merchandise can be observed. If it is found that women are more uncomfortable than men about others standing too close. A greater importance is also placed on consumer retention. and where people do or do not buy products. customer relationship management. for example. The customers would rather look for well established brands like Allen Solly and Van Heusen. how. why.

. o The psychology of how the consumer is influenced by his or her environment (e.. b) can A second application is public policy- E. 31 | P a g e . for making better marketing campaigns. and retailers).g. and select between different alternatives (e. by understanding that consumers are more receptive to cloth when new fashions & traditions come.. a Paris brand in a conception that it will do well.Companies that introduce new products must be well financed so that they stay afloat until their products become a commercial success and .It is important to please initial customers. But. By understanding that new products are usually initially adopted by a few consumers and only spread later. o Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome.e.o The psychology of how consumers think.g. this brand is not doing that well as per the expectations due to lower awareness. family. culture. For example. to the rest of the population. and o How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. feel. Applications of Customer Behavior study: There are four main applications of customer behavior: a) The most obvious is for marketing strategy—i. o The behavior of consumers while shopping or making other marketing decisions. brands. media). since they will in turn influence many subsequent customers’ brand choices. . o How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer. products. reason. signs. and then only gradually.g: IndusLeague brought Daniel Hechter.

In practice.1: Power pricing by Jealous21 32 | P a g e . In social marketing JEALOUS21 (INDUSLEAGUE) has its own tabloids where all the information regarding the brand are available. knowing this fact will sensitize you to the need to check the unit cost labels to determine if you are really getting a bargain. Figure2. studying consumer behavior should make us better consumers. that if you buy 2 jeans or shirt you should pay less per garment than if you buy 2 jeans. however. d) As a final benefit. Common sense suggests.c) Social marketing involves getting ideas across to consumers rather than selling something. In other words. in this case. In JEALOUS21 (INDUSLEAGUE) they have power pricing. for example. you often pay a size premium by buying the larger quantity.

33 | P a g e .2-Decision Making: Figure2. Internal search involves the customer identifying alternatives from his or her memory. Some individuals are information gatherers. The decision maker(s) have the power to determine issues such as o o o o o Whether to buy. Influencers do not ultimately have the power to decide between alternatives.2: Influences on the decision making process. but they may choose from the available alternatives based on word of mouth. Where to buy it and When to buy. For certain low involvement products. These individuals often have a great deal of power because they may selectively pass on information that favors their chosen alternatives. For example. who seek out information about products. consumers are aware of new traditions & fashions.2. it is very important that marketing program creates awareness. Which product to buy. In Indus League it was observed that Individual members of families often serve different roles in decision making. Which brand to buy.

Types of Consumer Buying Behavior:
Types of consumer buying behavior are determined by: -Level of Involvement in purchase decision. Importance and intensity of interest in a product in a particular situation. -Buyers level of involvement determines why he/she is motivated to seek information about a certain products and brands in retail showroom but virtually ignores others. The four types of consumer buying behavior are;
1.

Routine Response/Programmed Behavior- In Indus League buying low involvement frequently purchased low cost items, need very little search and decision effort, purchased almost automatically.

2.

Limited Decision Making- Customer purchase clothes occasionally. When you need to obtain information about unfamiliar brand in a familiar product category. Requires a moderate amount of time for information gathering.

3.

Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or infrequently bought products- High degree of economic/performance/psychological risk. Spend a lot of time seeking information and deciding.

4.

Impulse buying, no conscious planning. Many a times at Pune Central customers visit without any conscious planning and this is how impulse behavior is resulted.

Categories affecting Consumer Behavior:
A consumer, making a purchase decision will be affected by the following three factors. The marketer must be aware of these factors in order to develop an appropriate strategy for its target market. 1. Personal. 2. Psychological. 3. Social.

34 | P a g e

Personal: Personal factor includes aspects like sex, race, age and decision making ability. Young people purchase things for different reasons than older people. 2. Psychological factors: Psychological factors include: Motives Perception Ability and Knowledge Attitudes Personality Lifestyles Social Class:

Black box model:
In Retail Customer behaviour follows the Black Box Model.

ENVIRONMENTAL FACTORS Marketing Stimuli Environmental Stimuli

BUYER'S BLACK BOX Buyer Characteristics BUYER'S RESPONSE Decision Process

Product, Price, Place, Promotion.

Economic, Technological, Political, Cultural, Demographic, Natural.

Attitudes, Motivation, Perceptions, Personality, Lifestyle, Knowledge.

Problem recognition, Information Product choice, search, Brand choice, Alternative Dealer choice, evaluation, Purchase timing, Purchase decision, Purchase amount. Post-purchase behavior.

Figure2.3: Black box model

35 | P a g e

Chapter-3 Research Design AND Methodology

3.1-Research design:

36 | P a g e

The population selected for the research were the customers coming to Central. Sampling Design : The sample had been designed by keeping in mind the research objective of the project. The data was collected from the sample size of 200 respondents over the period of 2 months amongst the customers coming to Pune Central. The questionnaire that was designed was the structured non-disguised type of questionnaire.e. Pune Central Bund Garden and University Road. where the samples to be surveyed were randomly selected from the total population i. Type of research: Descriptive Research: The type of research that was used for the project was the descriptive research. The data was collected from both the Centrals in Pune city i. weekends as well as on day of in-store event Youthopia. an annual promotional event of Central.e. Collection of data : 37 | P a g e . The questionnaire was a direct type i.Research objective: Study of impact of promotional activities of Indus League at Pune Central through customer analysis. Type of data: Primary Data : A questionnaire was designed with a view to collect the requisite information. It is also known as statistical research and it describes data and characteristics about the population or phenomenon that is studied. The data was collected on weekdays. The type of sampling that was used in this case was the non-probability sampling. sampling was done by convenient sampling.e. the objective of the study was told to the surveyed people.

These limitations are as follows: • Firstly. the study was conducted only for two months. still every survey has some limitations.The primary data was collected using a pre-designed questionnaire and by the method of observation. • The sample size selected was small considering the time and cost constraint. Methods of Data analysis: The analysis of the surveyed samples was done by the simple methods like tabular analysis. so due to the limited time period. therefore the responses got from them may be biased. Limitations of the study : Although utmost care was taken in conducting the survey. • The survey is subjected to the personal opinion of the respondent. Secondary data : The secondary data was collected from the website of the organisation and also from various online databases available for the retail. and also from the observations by the response of the customers to the in-store promotion and visual merchandise in the shopping mall. graphical analysis. So was the case in this survey on ‘Assessing the effectiveness of the promotional activities of Indus League: Customer Analysis’. and percentage analysis. All the data collected was by face to face conversation with the targeted customers. 38 | P a g e . These methods that had been used to analyze the data were the simplest methods. the study was briefly conducted.

Promotional activities for Central helps to retain customers as well as attract new customers. Interpretation : • • Majority of the customer visiting the mall are repeat customer denoting good brand loyalty.1: People visiting for the first time. 39 | P a g e . Number of people visiting for first time Yes 78 No 122 Table3.3.2-Data Analysis and Interpretation : 1. Total 200 Figure3.1:People visiting for the first time.

Figure 3.2.2:Frequency of visit. 40 | P a g e .2: Frequency of visit. Frequency of visit to Central Once a Month 50 Twice a Month 30 Once in Two Months 64 Once in Three Months 38 Different 18 Total 200 Table 3.

Figure 3.3:Frequency.• Frequency of Various Age Groups of People Visiting Central Frequency of Visit to Central Age <= 18 Years 19-25 Years 26-35 Years 36-45 Years > 45 Years Once a Month 2 14 23 5 6 Twice a Month 2 14 10 2 2 Once in Two Months 6 24 27 4 3 Once in Three Months 5 8 14 6 5 Different 3 4 6 3 2 Total 18 64 80 20 18 Table 3. age group wise 41 | P a g e . age group wise.3: Frequency.

4: genderwise frequency.• Gender Frequency of People Visiting Central Frequency of Visit to Central Gender Male Female Once a Month 27 23 Twice a Month 18 12 Once in Two Months 42 22 Once in Three Months 29 9 Different 12 6 Total 128 72 Table 3.4: Gender wise frequency. 42 | P a g e . Figure 3. Interpretation : • • Majority of percentage of people visiting Central have buying cycle of two months. Majority of male come to Central once in two months while many others visit generally once a month.

5: Promotions stimulating people. Majority of female visit Central with a gap duration of one month Youth frequently visit Central as compared other age groups.5:Promotions stimulating people. 43 | P a g e . Type of promotion stimulating people : Press Ad 44 Radio Commercial 42 Hoardings 18 Communication Outside store 36 Self Walk In 48 Different 12 Total 200 Table 3. Figure 3.• • 3.

44 | P a g e .6: Influence of the promotional activities.• Type of Promotion Influencing Various Age Groups Type of Promotion Influencing People Age Press Ad 3 14 17 6 4 Communica Radio Hoardings tion Outside Commercia the Store l 5 2 3 17 14 2 4 5 5 4 2 10 18 3 2 Self Walk in 4 15 21 4 4 Differen t 1 3 5 1 2 Total <= 18 Years 19-25 Years 26-35 Years 36-45 Years > 45 Years 18 64 80 20 18 Table 3.

Figure 3.7:Influence of the promotion occupation wise.7:Influence of the promotion occupation wise. 45 | P a g e .Figure 3. Press ads have impact on self-employed people and housewives while Radio Commercial influences housewives and students more.6: Influence of the promotional activities • Type of Promotion Influencing people of various Occupations Type of Promotion Influencing People Occupation Press Radio Ad Commercial 16 14 6 8 20 10 4 8 Hoardings 4 10 2 2 Communication Outside the Store 12 20 2 2 Self Walk Different in 21 21 4 2 3 5 2 2 Total Student Service Self Employed Housewife 76 80 20 24 Table 3. Interpretation : • • Major effect of communication is by Radio & Press Ad.

Number of people exposed to the communication of Indus League at Central : Yes 132 No 68 Total 200 Table 3. 4. Figure 3. they are also influenced by Radio Commercials and Communication outside the store.8:Number of people exposed to communication of Indus League.• Youth prefer self walk-in. 46 | P a g e .8:Number of people exposed to communication of Indus League.

Interpretation : • Good effect of communication for Indus League.9:Exposure of the communication age group wise.• People of various age groups exposed to communication of Indus League No of People Exposed to Communication of Indus League Yes No Age <=18 19-25 26-35 36-45 >45 Years Years Years Years Years 12 48 55 9 8 6 16 25 11 10 Table 3.9:Exposure of the communication age group wise. 47 | P a g e . Total 132 68 Figure 3.

Number of people exposed to the special communication for Indus League in the store : Standees 76 Signage 60 Gift Display 44 Other 20 Total 200 Table 3. • 5. Interpretation: • In store communication has good recall power. Figure 3. 48 | P a g e .10:People exposed to instore communication.10:People exposed to instore communication.• Majority of the influence of the promotional communication of Indus League is on the customers between the age group of 15 to 35 years. Indus League is successful to communicate the message to their target customers.

Number of people liking communication for Indus League : Yes 144 No 56 Table 3.• Customer pays attention to whatever is communicated. 6.11: People liking the communication Total 200 Figure 3.11: People liking the communication Interpretation: • Majority of people visiting Central liked the in-store communication for Indus League. so message should be designed as per the trend. 49 | P a g e .

Ratings for Indus League: Aspects Brand Awarene ss Brand Image Quality Unsatisfac tory (1) 10 12 10 Average unsatisfac tory (2) 28 21 Average Avera satisfact Tota satisfact ge (3) ory (5) l ory (4) 72 85 55 62 35 20 44 200 200 200 39 82 25 Table 3.12: Ratings for IndusLeague. 7.12: Ratings for IndusLeague. Figure3. 50 | P a g e .• Visual Merchandise ( VM ) team plays important role in In-store communication.

Customers perception about IndusLeague’s quality is average.13:People’s opinion on the offers. 51 | P a g e . The Image of the brand in the minds of its customers is average to satisfactory. 8. Figure 3.13:People’s opinion on the offers.Interpretation: • • • The brand awareness of IndusLeague is not very well satisfactory. People’s opinion about offers on Indus League : Good 110 Average 50 Not Good 40 Total 200 Table 3.

age-group wise. age-group wise.14:Opinions of the people on offers. Figure 3.• Opinion of people of various age groups about offers on Indus League People Opinion About Offers on Indus League Good Average Not Good Age <=18 Years 19-25 Years 26-35 Years 36-45 Years >45 Years Total 110 50 40 9 30 50 9 12 5 24 12 8 1 4 10 18 3 5 Table 3. Interpretation : 52 | P a g e .14:Opinions of the people on offers.

53 | P a g e .• Major percentage of customers is of the opinion that offers at Indus League are average to good which can be a reason for good brand loyalty. • Greater percentage of customers in age group 26-35 years and customers above 45 years liked the offers on Indus League. People describing shopping experience with Indus League : Excellent 74 Good 96 Average 20 Poor 10 Total 200 Table 3.15: Shopping experiences.15: Shopping experiences. 9. Figure 3.

• Shopping experience of people of various age group with Indus League Shopping Experience of People with Indus League Excellent Good Average Poor Age <=18 Years 19-25 Years 26-35 Years 36-45 Years >45 Years Total 74 96 20 10 9 6 2 1 25 34 3 2 26 41 9 4 8 7 4 1 6 8 2 2 Table 3. age-group wise.16: Shopping experiences. 54 | P a g e .

gender wise. 55 | P a g e . • Gender wise shopping experience of people with Indus League Shopping Experience of People at Central Gender Excellent Good Average Poor Total 44 30 62 34 14 6 8 2 128 72 Male Female Table 3.16: Shopping experiences. age-group wise.17: Shopping experiences.Figure 3.

Interpretation : • Indus League is still one step behind of customer delight. gender wise.17: Shopping experiences. Majority of females shared their shopping experience with Indus League as excellent. • • • Teens have better shopping experience as compared to youth and elderly customers. Majority of customer think the experience as good.Figure 3. 56 | P a g e . so efforts should be taken to convert them into excellent. while majority of males shared their shopping experience as good.

57 | P a g e . organizations purchase products and services to fill needs. Like a final consumers. The business buying decisions : o Are more formal. Their primary need is meeting the demands of their own customers. Business-to-business marketing: These includes organizational sales and purchase of goods and services to support production of other goods and services for daily company operations or for resale.CHAPTER-4 B2B MARKETING AND INSTITUTIONAL TIE-Ups.

o Trade Industries: Retailers and wholesalers who purchase goods for resale to others. e.g: Hinjewadi is a proper segmentation and positioning for Indusleague. o Government Organizations: Include domestic units of federal. and not-for-profit agencies. production of other goods and services. o Must consider the organization’s goals. o Reseller: often used to describe the wholesalers and retailers that operate in the trade sector. Components of the Business Market: o Commercial Market: Individuals and firms that acquire goods and services to support. local and foreign governments. museums. o Institutions: includes a wide variety of organizations. such as hospitals. 58 | P a g e . churches. directly or indirectly. state.o Involve complex interactions among many people. universities. both public and private. Segmenting B to B marketing: o Demographic Segmentation: Demographic characteristics define the useful segmentation criteria for business markets.

o Customer-Based Segmentation: Dividing a B2B market into homogenous groups based on buyers’ product specifications. Process is more formal and professional than with consumers. Decision-makers at several layers may influence final orders. Market Demand Categories: 59 | P a g e . o Manufacturers concentrate in certain regions of the city. centralized purchasing departments). o o o B2B customers often must work with multiple sellers. o Segmentation by End-Use Application: Segmenting a business-to-business market based on how industrial purchasers will use the product. o Segmentation by Purchase Categories: -Centers on the purchasing situations. -Organizations may use complicated purchasing procedures.g. o Certain industries locate in particular areas to be close to their customers. Characteristcs of B2B marketing: o Retail business market is more geographically concentrated. -Firms also structure their purchasing functions in specific ways (e.

All rights reserved. throughout an industry. o Joint Demand: Demand for a product that depends on the demand for another product used in combination with it. -W 6-18 Figure4. will not change significantly due to a price change. o Inventory Adjustments: Just-in-time inventory policies (JIT & JIT II) Organizational buying decision making 60 | P a g e .1: Demand categories o Derived Demand: Demand for a resource that results from demand for the goods and services that are produced by that resource.Copyright © 2006 by South estern. o Inelastic Demand: Demand that. Inc. o Volatile Demand: Changes in demand that are disproportionate to normal trends. a division of Thomson Learning.

for instance: Lower-prices. Customized product features and more favorable financing terms. Buyer-Seller Relationships: -More intense than consumer relationships. -Require better communication among the organizations’ personnel. Steps involved in Institutional buying Process: 61 | P a g e . -Primary goal of B2B relationships is to provide advantages that no other seller can.Figure4. quicker delivery. Better quality and reliability.2:Buying decision making process.

Stage 1: Anticipate a Problem/Need/Opportunity and a General Solution e. -Some firms rely on outside organizations to gather quality feedback and summarize results. Stage 8: Obtain Feedback and Evaluate Performance. -Larger firms are more likely to use formal evaluation procedures.g: Offering a t-shirt with the company’s logo and of different colors according to each employee’s preference. e. reliability. quality. Stage 5: Acquire and Analyze Proposals. Stage 6: Evaluate Proposals and Select Suppliers. -Buyers choose proposal best suited to their needs. Stage 7: Select an Order Routine. Stage 3: Describe Characteristics and the Quantity of a Needed Good or Service. Stage 4: Search for and Qualify Potential Sources. -Buyers measure vendors’ performance. -May involve competitive bidding. especially if the buyer is the government or a public Institution.g: Need to provide employees with a good t-shirt to motivate them and increase productivity. -Choice of supplier may be fairly straightforward or very complex. -Buyer and vendor work out best way to process future purchases. Stage 2: Determine the Characteristics and Quantity of a Needed Good or Service. and order accuracy of t-shirts. -Final choice may involve trade-offs between feature such as price. Types of B2B buying: 62 | P a g e .

Value analysis: -Examines each component of a purchase in an attempt to either delete the item or replace it with a more cost-effective substitute. 63 | P a g e . -Purchaser see little reason to assess competing options. deliv ery times. Modified Rebuying: -Purchaser willing to re-evaluate available options. -Most complex category of business buying. EDI capability.Business buying behavior involves degree of effort involved in the decision and the levels within the organization in which these decisions are made. E. liability in B2B customers. back orders. Vendor analysis: -An ongoing evaluation of a supplier’s performance in categories such as price. -Often requires purchaser to consider alternative offerings and vendors. -May occur if supplier has let a rebuy circumstance deteriorate because of poor service or delivery performance. New-Task Buying: -First-time or unique purchase situations that require considerable effort by the decision makers. Straight Rebuying: -A recurring purchase decision in which a customer reorders a product that has satisfied needs in the past.g: Infosys straight rebuys Indus League’s garments. -Marketers who maintain good relationships with customers can go a long way toward ensuring straight rebuys.

CHAPTER-5 FINDINGS AND SUGGESTIONS Findings : 64 | P a g e .

Post purchase benefits: It was noted that the post-purchase benefits that the customers receives and the long-term relation that is been maintained with the customers are some of the reasons for high customer satisfaction and also results in customer delight most of the times. Most preffered time for placing the order: It was found out that the most of the institutions orders only once in a year. They have tried to cater to every kind of need in the market. Most of the organisations and institutions were not even aware of Indus League being a parent brand. Getting the approval from the Bangalore office and again the transportation time involved in getting the order from Bangalore results in a longer delivery time. High end customization: There is a need for the high end customisation while delivering the goods to the organisational customers. 4. Price consciousness: The majority of the Pune region are price conscious and Indus League has very well capitalised on such customers. 9. Brand Awareness Problem: After the marketing research activity that we undertook and during the times when we were meeting the organisational clients. we observed that the Indus League brand awareness was very poor.1. giving free membership cards to employees. Need of high promotional activities: Offering corporate discounts. 2. 5. Delivery time: The longer delivery time is also one of the reasons because of which the penetration of our brand is low as compared to our competitors. 7. giving high discounts schemes such as buy 100 and get 10 free can probably help us targeting our target customer and to retain and gain maximum market share. It has segmented its customers and then positioned its various brands acoording to the classes of the people. 8. 6. 3. 65 | P a g e . the colleges and schools would order only at the start of there academic year. Some of the other findings from the marketing research activity conducted to understand the impact of promotional activities of Indus League includes. Market Penetration for Future group apparels: During our activity of B2B marketing it was brought to our notice that the penetration of our brand was very less and there were still many institutions who look for local vendors for the manufacturing of there uniforms and other apparels. Moreover. Customisation includes the company logo printed on the shirt. the shirt color and design.

o From the study it was found that opinion of majority of customers of Indus League is the offers are very good which is a reason for customer loyalty towards Indus League. It was also found that many people come to buy Indus League without any acquaintance with any of the promotional mediums but they are self walk-ins. o It was found that the in-store communication has very good recall power. o From the study it is found that most of the customers coming for Indus League are students and from service occupation. o Also it was found that majority of the customers visiting are the residential near Pune Central Bund Garden and Pune Central University Road. Majority of customers describe their shopping experience as good as compared to excellent. also these customers are found to be repeat customers.e. where the number of house wives and businessmen is very less as compared to students and servicemen. o Indus League is one step behind of customer delight. There was very less number of customers who describe their shopping experiences with Indus League as average or poor. where promotions through hoardings found to be less effective. o From the study on Indus League. it means Indus League’s promotion is effective in getting its target customer. i. o It was also found that majority of percentage of people visiting Pune Central have buying cycle of two months. o Also majority of customers for Indus League are between the age group of 19 to 35 years. denoting a good brand loyalty towards customers towards Central. generally customers revisit Central within two months. Visual merchandise(VM) plays a very important role in in-store promotion. customers pay attention to various medium of in-store promotion. 66 | P a g e .o It was found that majority of customers visiting Pune Central are repeat customers. it was found that major effect of promotion is by radio commercials and press advertisements.

67 | P a g e . Feed backs: The feedback taken should be considered and thoroughly studied and the customers grudges should be properly addressed. Time Management: Time management should be strictly followed in providing the ordered consignment on time and reduce the delivery time. Radio. etc more rigourously so as to add-up to the brand awareness in the market. Promotional Activities: Follow the various promotional activities like advertisement on TV. Internet. 3. 2. Newspaper. 4.Suggestions : 1. Training to the sales staff: A proper training should be provided to the sales executives about the detailed information of the products and schemes in order to avoid the chances of hampering the company’s image and reputation in long term and build as well as maintain the company’s image in the eyes of the customers. 5. Quality: Maintain the quality of the apparels as per the requirements of the customers in order to attain customer satisfaction and then delight. It is also equally important to understand the customer insights.

so more promotions can be planned in the zones other than those nearer to both the stores so as to increase the foot-falls to the store and attract customers for Indus League. which will result into repeat visit of the customer to store and hence customer loyalty. • Majority of the customers visiting the Pune Central are residential of the zone near both the Central stores in the city.6. The following few suggestions can be given to the company based on the research findings: • More detailed promotion at store level can be planned in order to increase the overall effectiveness of the promotional activities by Indus League. • Indus League can introduce some ‘Loyalty programs and schemes’ such as Loyalty Cards. 68 | P a g e . so more promotional activities can be planned keeping women section in the mind to increase the number of female customers for the brand. • Number of female customers buying Indus League garments is much less than male customers.

APPENDICES 69 | P a g e .

Is this your first visit to Central? A) Yes B) No Q2. Did you see any communication on Indus League? A) Yes B) No Q5.QUESTIONNAIRE : Q1. Do you like the in store communication for Indus League? A) Yes B) No Q7. Which of the following communications did stimulated your visit? A) Press ad B) Radio commercial C) Hoardings D) Communication outside the store E) No. Self walk in F) If different please specify Q4. How will you rate the brand ‘Indus League’? (5 being highly satisfactory) 70 | P a g e . Which communication/ displays did you see for Indus League during your visit? A) Standees B) Signage C) Gift display D) Other Q6. How often do you visit Central? A) Once a month B) Twice a month C) Once in two months D) Once in three months E) If different please specify Q3.

What is your opinion on the offers available for Indus League? A) The offers are very good B) The offers are average C) The offers are not good Q9. How would you describe the shopping experience with Indus League? A) Excellent B) Good C) Average D) Poor Please help us with your personal information 11) Name: 12) Gender: 13) Age Group A) <= 18 B) 19-25 years C) 26-35 years D) 36-45 years E) > 45 Years 14) Occupation: A) Student B) Service C) Self Employed D) Housewife 15) Address: (Please tick the below mentioned zone) A) Zone 1 B) Zone 2 C) Zone 3 D) Zone 4 E) Outstation Male Female 71 | P a g e .1 Brand Awareness Brand Image Quality 2 3 4 5 Q8.

net. Chandan Nagar. Pashan. Deccan.vsnl. Sinhgad Road. Zone 2. Camp.Kalyani Nagar Wakedewadi New Mumbai Pune Highway. Pimpri.Zone 1. Swarget.Yerwada. Senapati Bapat Road. Dhankavadi.bhatnagar@kcc. Shastri Nagar. NIBM Road. (Purchase Manager) Email id mps@bom5.Vilas Patil Ms.com nprasad@indiraedu. Kalyani Nagar. Hinjewadi phase-II.Nandlal Prasad.Preeti (HR) Mr. Deccan College. and Dhole Patil Road.co.in 72 | P a g e . Vadgaon Sheri. Vishrantwadi.Aundh. Tathwade Contact Person Mr.Mahindra Hitkal Mr.in preeti.Riya santani (HR Executive ) Mr. Viman Nagar. Kondhawa. Model Colony. etc).Aundh West avenue. Bund Garden. Shree Chanakya Education Society INTOX Private BAJAJ ALLIANZ GENERAL INSURANCE rheas@cybase.com 6 7 Cybage Hero Honda Indira Institute Of Management. Bibvewadi.Sharmila intox@vsnl. Kharadi.Peth Area. Koregaon Park. Zone 3.Hadapsar.com kayapunelc@kayaindia. Wakad. Hinjewadi Phase-II.com gurjeetsingh@herohonda.Aishwariya Mrs. Hinjewadi Parihar chowk. Zone 4. Baner. Katraj. Karve Road.Aundh PhaseII. List of the organisations for B2B marketing and Institutional Tie-ups: S No 1 2 3 4 5 Company Name Kobe Restaurant Kimberley clerk Infosys knorr Kaya skin Clinic Adress of the Company Parihar chowk. Mundhwa.Nilesh (HR) Ms.Sainath (Manager) Ms.deshpande @bajajallianz.com shreeraj.Preetam Mr.com 8 9 10 Kothrud road Paud Road Mr. PCMC Area (viz Khadki. Kothrud.

Dorling Kindersley (India) Pvt Ltd. 4. 5. New Age International (P) Ltd. Tata McGraw-Hill Publication Company Ltd. Marketing Management: South Asian Perspective. Kothari. Tata McGraw-Hill Publication Company Ltd.com 73 | P a g e .COMPANY LTD Oasis restaurant and bar Baner link road. 2nd edition. www. Mr. C. Rajendra Nargundkar. P. 2009. K Keller. New Delhi. 8th edition 2008. Koshy. Marketing Research. 3.pantaloon.Shankar Maharashtra Habbu cluboasis@vsnl. Jha. • Web-reference : 1. Prof. M. V. 2. A. Retailing Management. New Delhi. Publishers.. licensees of Pearson Education Inc.. 13th edition.net Figure :List of organisations 11 REFERENCES : • Books : 1. Swapna Pradhan . Pune. 2004. Research Methodology. Kotler. R. New Delhi. 2nd edition. Aundh. 2009.. New Delhi. M. 2004. Everest.. 3rd edition. Kulkarni: Marketing research (Text & Cases).

com 74 | P a g e .2.retailworld.com 5.businessworldindia.com 4. www. www. www. www.indus-league.in 3.futuregroup.