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Presented By

Jay Lodaya P19 Janki Raval P30 Lajja Reshamwala P31 Meghna Rajpura P45 Aditi Sabaria C 31

Research is an organized set of activities to study and develop a model of procedure and technique to find the result of a realistic problem supported by literature and data.

A system of models, procedures and techniques used to find the result of the research problem is called Research Methodology.

Indian Retail Scenario


Indian retail market is the fifth largest retail destination globally Retail is Indias largest industry The growth of scope in the Indian retail market is mainly due to the change in consumers behaviour. Many global retail giants are also entering the Indian retail market.

Pantaloon Retail LTD


Retail revolution in India on 12th October, 1987 Founder Kishore Biyani is known as India's "King of Retail

Engaged in Ready-made Garments for men, women,


children and household products The group operates in 71 cities and towns across India. Plans to open over 3000 new stores by 2010.

Lifestyle International (P) LTD


Part of the Landmark Group, a Dubai based retail chain
Began its operations in 1999 with its first store in Chennai Currently there are 22 Lifestyle stores across the country It offers a truly international shopping experience Specializes in retailing men's, ladies and children's wear,

toys, infant basics and nursery furniture, perfumes and


cosmetics, leather accessories and households

HYPOTHESIS QUESTION

Lifestyle is not better than pantaloons in terms of style, quality and service!!!!!!!!!!!!

TYPE OF RESEARCH CONDUCTED CONCLUSIVE RESEARCH SAMPLE SIZE 100 PEOPLE DEMOGRAPHICS AGE Below 25 YEARS Above 25 YEARS AREA OF RESEARCH MUMBAI and THANE

TYPES OF DATA USED


PRIMARY DATA : QUESTIONNAIRES PERSONAL INTERVIEWS

SECONDARY DATA : INTERNET

Questionnaire
Dear Sir / Madam, We are conducting a survey on consumers perceptions on clothing retailing outlets. It would be of great help if you could spare a few minutes of your time and share your views with us. Thank you 1. Which are the first 3 clothing retail outlets which come to your mind? a.______________ b. _______________ c.____________

2. Have you ever visited Pantaloons lifestyle 3. What do you prefer? Pantaloons Lifestyle

Both

4. How was your experience at the store? Favourable Unfavourable 5. How frequently do you visit store? Once in a week Less than once a month Once a fortnight Once a month What attracts you most in the brand? Quality Cost . Brand name Variety.. Comfortability Others (please specify)

6.

7. For what occasions do you generally purchase your apparels? Daily wear Party wear Formal wear . Festivals Outings . Others (please specify)

8. How much on an average do you spend during one visit at store? (Figures in Rs.) < 100 750 1000 100 250 1000 1500 250 500 1500 2500 500 750 >2500

9. Do you feel stores pricing is : High . . . . . Reasonable 10. What does your brand give you? Recognition . Satisfaction .. Value for money .. Praise from friends Social Acceptability... 11. Which other product line would you like store to diversify into? Why? ________________________________________________________

12. Rate the store on the following parameters on the scale of 1 5 PARAMETERS Variety Staff Offers Ambience Service 1 2 3 4 5

13. Rate the features of store on the scale of 1 5 based on the following parameters.

1 Sophisticated Mature Orthodox Professional

5 Simple Youthful Modern Homely

Male Affluent

Female Middle Class

14. I love store because _____________________________________________ _____________________________________________________________ 15. Which areas do you think store needs to improve? Staff Knowledge .. Layout .. Staff Accessibility . Variety .. Staff Behavior ... Caf .. Cash Counter .. Parking . 16. Even though you have not visited Lifestyle/Pantaloons, have you ever considered going there? Yes No If yes, why didnt u visit? ________________________________________________________ PERSONAL DETAILS: Name: ____________________________________________ E Mail ID: ________________________________________ Age: ____________________ Sex: _____________________ Telephone No. : ____________________________________

ANALYSIS OF THE SURVEY

1) Which are the first 3 clothing retail outlets which come to your mind?
This question was asked to find out about the brand recall of clothing retail chain outlets in Mumbai. Through this we wanted to find out if Pantaloons/Lifestyles features in the top three spots in the consumers Brand Ladder.

2) Have you ever visited


This question was asked to find out if people are visiting Pantaloons/Lifestyle. If not then what are the reasons and where do they buy their clothes from?

3) What do you prefer?


As we are comparing Pantaloons and Lifestyle, we need to analyze which store is preferred by the people.

4) How was your experience at the store?


After finding out which store the respondent visits, we further asked them if their visits were Favorable or Unfavorable.

5) How frequently do you visit Pantaloons/Lifestyle?


This question was placed in order to find out the average frequency of visits of the respondent. With this question we are able to find out buying and spending patterns of the consumer.

6) What attracts you the most in the store?


From this one can understand what are the parameters that makes one buy the brand.

Such data can be used in the message that the company give out in the form of Advertisements.

60 50
40 30 20

10 0
Quality Cost Brand Variety Comfort Others

Lifestyles

Pantaloons

7) For what occasions do you generally purchase your apparels?


From this we get to know the reasons for which people purchase and during which occasions people tend to buy.
Further it can help in creating an advertisement. Plus, it can also give ideas about when to conduct sales promotions.

8) How much on an average do you spent during one visit at store?


To find out the spending pattern. Analyses of buying behavior.

9) Do you feel stores pricing is:


This questions answer was sought by a Semantic Differential scale by giving the respondents two Bipolar words. The scale being: High to Reasonable

80
60 40 20

0
High Medium Reasonable Pantaloons 4 10 8 Lifestyle 24 22 32

10) What does your brand give you? This was asked so as to find out which need of the consumer are we tapping with respect to the competition. This could also be used to position the brand strongly in accordance to the analyses.

11) Which other product line would you like store to diversify into? Why?

12) Rate the store on the following parameters on the scale of 1-5.
Variety, Staff, Offers, Ambience & Service. From this we tend to know in which parameters is the Brand strong and which ones need improvement. PANTALOONS

LIFESTYLES

13)Rate the features of Store on the scale of 1-5 based on the following parameters?
This questions answer was sought by a Semantic Differential scale by giving the respondents two Bipolar words. The scale being: Sophisticated Simple Mature Youthful Orthodox Modern Professional Homely Male Female Affluent Middle Class

PANTALOONS
Sophisticated Mature

LIFESTYLES
Simple Youthful

Orthodox Professional

Modern

Homely

Male

Female

Affluent

Middle Class

15)Which areas do you think the store needs to improve?


From this question we get to know the areas on which pantaloons need to work upon. The key areas about which the people are unsatisfied with are revealed from this question.

16)Even though you have not visited LIFESTYLES/PANTALOONS, have you ever considered going there?
The ones who have considered going to Lifestyles/Pantaloons but still havent visited the store have the following reasons to give: Didnt get an appropriate chance Was not accessible Low Quality perception

CHI SQUARE TEST

Null Hypothesis: Lifestyle is not better than pantaloons in terms of style, quality and service.

Alternate Hypothesis: Lifestyle is better than pantaloons in terms of style, quality and service.

Chi Square Test contd


Lifestyle Below 25 years 48 Pantaloons 12 Total 60

Above 25 years

32
80

8
20

40
100

Contd
Sample size = 100 Expected frequency = E = 100/ 2 = 50 Formula :

2 = (0 -E)2 E Where, = chi O = observed frequency E = ex pected frequency

Workings

2 BL

= ( 48 50 ) 50 = 0.08
= ( 12 50 ) 2 50

AL

( 32- 50 )

2 AP

50 1.28
( 8 50 ) 2 50

BP

=
Total

28.88

= 35.28

2 = 65.52

BL = BP = AL = AP =

People below 25 years of age who prefer lifestyle People below 25 years of age who prefer Pantaloons People above 25 years of age who prefer Lifestyle People above 25 years of age who prefer Pantaloons

Contd...
Degree of freedom = (no. of rows 1) * ( no. of columns 1) = (21) ( 21) = 1

Level of Significance = 95 % = 5% 0.05 = 3.84 3.84 < 65.52

Hence, Null Hypothesis is Rejected.

Sources of Information
Bibliography 1. Panneerselvam R., Research Methodology Webiliography 1. www.lifestyle.com 2. www.pantaloons.com 3. www. googleimages.com 4. www. google.com