PROJECT REPORT

ON

“CONSUMER BUYING BEHAVIOUR"

(Submitted in partial fulfillment for BBA, C.C.S University, Meerut)

Institute of Management Studies, Noida

Submitted To: Submitted By:

Mr. Zubair Ahmed Kishita Gupta
(Faculty) Roll No.: 169199150
BBA-6th Sem.

1
 DECLARATION

I, Kishita Gupta, hereby declare that the project work entitled “Consumer Buying Behaviour”

is an authenticated work carried out by me at Pantaloons. under the guidance of Mr. Zubair
Ahmed for the partial fulfillment of the award of the Degree of BBA

DATE:-

PLACE:-

Kishita Gupta
Roll No.: 169199150
BBA-6th Sem.

2
 CERTIFICATE

This is to certify that Miss. Kishita Gupta BBA (2016-19 Batch) a student of Institute Of

Management Studies, Noida , has undertaken the project on “Consumer Buying Behaviour”.

The project has been carried out by the student in partial fulfillment of the requirements for the

award of BBA, under my guidance and supervision.

I am satisfied with the work of Miss. Kishita Gupta

Date:

Faculty Mentor’s Name: Mr. Zubair Ahmed

(Signature)

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 ACKNOWLEDGEMENT

I would like to express my gratitude and affection towards to Mr. Zubair Ahmed of Institute

Of Management Studies, Noida, whose guidance before and after this project has been

instrumental in its completion.

I would also like to express my deep and sincere thanks to Ms. Kavita Kethal (Marketing

Manager) department in the Aditaya Birla fashion and retail limited (pantaloon) head office for

her valuable suggestion and able guidance.

AT last but not the least I would like to express my gratitude towards the staff of Pantaloons,

without whose help this project would not have been possible.

I am also thankful to my family for their kind co-operation which made my take easy.

(Kishita Gupta)

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TABLE OF CONTENTS

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 TABLE OF CONTENTS

S. No Topic Page No

1 Executive Summary 7-8

2 Introduction 9-23

3 Company Profile 24-55

4 Objective 56-57

5 Review of Literature 58-61

6 Research Methodology 62-68

7 Data Analysis& Interpretation 69-77

8 Finding 78-79

9 Limitations 80-81

10 Conclusions 82-83

11 Recommendations 84-85

12 Annexure 86-88

13 Bibliography 89

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 CHAPTER - 1
EXECUTIVE SUMMARY

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 EXECUTIVE SUMMARY

I have undergone a training program in Aditya Birla , Fashion Retail Ltd , I where I have been

assigned a project related “ CONSUMER BUYING BEHAVIOUR”. My project title was “A

study on consumer buying behavior of pantaloons, Delhi(NCR)”. There is famous saying “The

theory without practical is lame & pratical without theory is blind.” This entire training

throughout the EOSS period integral part for me to gain practical knowledge in my

specialization area and to gain some work experience.

The data was collected through question name through websites and various

previous research report , + you observation & suggestion.

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 CHAPTER - 2
INTROUDUCTION

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 INTROUDUCTION

Aditya Birla Fashion and Retail Ltd(formerly known as pantaloons),is a largest Indian retailer,

which is part of the Aditya Birla Group….,of Dr Santrupt Misra.

A pantaloons was previously controlled by the Future Group , but has now been taken over by

Aditya Birla Group.

Pantaloons , the newly acquired business by the Aditya Birla Group , one of india’s leading

multination conglomerates , is a powerhouse of fresh fashion and innovation . While weaving its

magic across life style segment , pantaloons caters to the discerning and trendy Indian consumer.

Pantaloons apparels spell comfort and elegance, combined with a “freshness’’ that is unpparelled

. The styles cover a gamut of ready – to-wear western and Indian apparel for men , women and

kids in addition to accessories and exotic fragrance with a strong national presence in 250

exclusive stores, pantaloons houses over 100 prestigious brands that have something fresh for

everyone.

The first pantaloons was opened was opened in 1997. Over the years, it has undergone several

transition . When it was first launched , this store mostly sold external brands. Gradually , it

started retailing a mix of external brands while at the same time introduced its own private

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Apparel, Clothing & Garments Industry Overview

The Global Textile Industry, particularly the Apparel Industry has seen remarkable

changes in the past few years. The Garment Manufacturing Industry and the Garment

Companies in developed countries are now always on a lookout for cheap source of

garment production. The days are gone when textile garment industry was concentrated

in the consumption hubs of US, EU and other developed countries of the world. The

clothing wholesale supply is increasing worldwide in all the sectors of the industry,

whether it be men’s clothing, women’s clothing, kids wear or infant wear. The

elimination of global export quotas has led to a shift towards low cost countries having

strong and established Clothing Industry especially the Asian countries.

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 Major Trends in Apparel and Clothing

 Global garment exports are valued at more than US$310 billion a year, of which the

world's top 15 clothing exporters account for more than 80%.

 China continues to develop its textile and clothing exports despite the re-imposition of

quotas by the United States, Europe and some other developing countries till December

2008 as a temporary safeguard measure on exports from China. The gain is due to the

strategy of China to divert its clothing wholesale destinations from US and EU to other

Asian countries.

 Developing countries in Asia continue expanding their Textile Garment Industry due to

their very-low-cost production. Apart from China, the true gainers of the post-quota

period are India, Bangladesh, Cambodia and Vietnam.

 India is the second most preferred country after China for textile and apparel sourcing. Its

Apparel industry is likely to achieve an export target of US$ 25 billion by 2010-11. The

rise of exports in India is due to several factors like vast sources of raw materials, low

labor costs, entrepreneurship and design skills of Indian traders, changes in the policies to

open up Indian economy to the outside world etc.

 Bangladesh has emerged as a key player in RMG sector (Ready Made Garment Industry).

76% of its total textile and clothing export earnings comes from the apparel industry. The

chief factor behind this is abundant and cheap labor force available here.

 Turkey and Brazil are the emerging markets for investment by apparel manufacturers and

traders.

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 One of the main beneficiaries of the textile and clothing exports dose drop in US imports

from China is Vietnam. In the first quarter of 2008, sales of Vietnamese apparel and

dresses in the US market were up by over 30%.

 Cambodia's garment industry is continuing to attract new investors and increase its

garment exports. This is due to EU and US restraints on China and also because of its

positive 'sweat-shop free' reputation on labor standards. It is the ninth largest supplier to

the American market. Its garments exports to the EU are also rising.

Clothing Sector- Future Strategy

Internationally speaking, the Textile Garment Industry is concentrated in the hands of

large retail firms who look for few vendors with bulk orders and thus opt for vertically

integrated companies. Hence, there is a need for integrating the operations from spinning

to apparel making by the sourcing countries in order to gain advantage from the changed

scenario. Both, the trade skills and soft skills, viz., design capabilities, textile technology,

management and negotiating skills will also be significant determinants.

To conclude, it can be said that in future, the factors that will affect the rise or fall of the

Clothing Industry of sourcing countries include lab our standards, tariff preferences,

access to materials and supplies, political and economic stability among others. With the

increase in demand for performance apparel, the sectors like Industrial Clothing and

Sports Wear will experience growth and due to the increased fashion consciousness

globally, fashion clothing will also see an upward trend.

The Insight View of Apparel Industry!

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 Welcome to an informative online portal providing valuable information on apparel,

Indian apparel and Indian apparel industry. The categories given here are arranged to

simplify your search for any type of apparels and fashion accessories that match

according to your taste and needs. Here you will be able to gain instant and easy access to

the preferred apparel and fashion accessories such as knitted garments, silk garments,

leather garments, embroidered clothing, wedding dresses, sportswear, swimwear, and so

on.

Industry Insight – Indian Retail Industry:

The retail sector in India is witnessing a huge revamping exercise as traditional markets

make way for new formats such as departmental stores, hypermarkets, supermarkets and

specialty stores. Western-style malls have begun appearing in metros and second-rung

cities alike introducing the Indian consumer to a shopping experience like never before.

The Indian Retail Sector

The Indian Retail Sector is at an inflexion point, with changing demographics driving

growth of organized retailing and driving growth in consumption.

With an expanding economy, the country’s overall retail sector will become a $450

billion (Rs20.85 trillion) business by 2015. At present India’s modern retail business

accounts for only about 5% of the country’s annual retail business.

Along the way, the modern retail business will create about 1.6 million jobs in the next

five years acc. to McKinsey.

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Modern retailers will not only create employment opportunities but also would help raise

India’s overall economic productivity and could also result in lowering prices of goods.

With changing demographic and economic profile of the Indian population, it is believed

that India is expected to experience accelerated consumption over the next few years.

Further, it is also believed that increase in consumer spending would be driven by

nuclearisation of families, increasing population of working women and new job

opportunities in emerging service sectors such as IT Enabled Services. With declining

interest rates an average Indian is not averse to taking loans. Not only are the

demographic factors becoming more favorable but also the growing media penetration is

leading to a convergence of aspirations of various classes of consumers.

Food and beverages, apparel and consumer durables are the top three categories of

consumer spend and form 87% of the total retail sales in India.

Source: 1) www.ibef.org/artdisplay.aspx?tdy=1&cat_id=60&art_id=20386

Growth in organized retail

In sharp contrast to the global retail sector, retailing in India – though large in terms of

size – is highly fragmented and unorganized. With close to 12 million retail outlets India

has the largest retail density in the world.

However, most of these retail outlets belong to the unorganized sector. The inability of

the unorganized sector to offer a wide range of products along with artificially inflated

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 costs due to various factors have presented opportunities for growth in the organized

retail sector migration from unorganized to organized retail has been visible with

economic development in most economies. The Indian retail industry is evolving in line

with changing customer aspirations across product groups, with modern formats of

retailing emerging. Organized retail derives its advantages in generating operational

efficiencies while simultaneously catering to rising consumer aspirations.

Size drives economies on procurement, and lowers logistics and marketing costs while

delivering better value to customers in terms of lower price, better quality, greater

selection, improved service and in store ambience.

Drivers for retail transformation in India

A number of factors that drive transformation in retail – such as income growth, changing

demographic profiles and socio-economic environment – are already in place in India. However,

organized retail has to overcome significant challenges in terms of regulations and infrastructural

barriers in order to realize its full potential. Availability of quality retail space has been one of

the main constraints for development of organized formats in India. In the past, negative yield

spread on leased property and lack of bank funding due to unorganized property market resulted

in a dearth of quality retail space in the country. The spread between yield on property and its

financing cost has turned positive with the fall in interest rates. Attractive yields on investments

have resulted in sharp increase in property development.

Consumerism and brand proliferation has been another enabler for organized retailing in India.

Most of the world’s leading brands are now present in India.

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 Challenges for organized retail

There exist differential sales tax rates across states in India .This adds to cost and complexity of

distribution as this necessitates multiple warehouses and does not allow for centralization of

certain 16 procurements given the incidence of local levies. At the same time, there is large-scale

sales tax evasion by smaller stores who derive significant cost advantage through such evasion.

The retail sector has not been granted industry status, limiting funding from banks and financial

institutions. The capital requirements for a retailer are in real estate (which banks have

historically restricted lending to) and for working capital requirements. While some of the

leading retailers are still able to get bank funding, the smaller ones are constrained for growth

funding. Similarly, equity options are also restricted with Foreign Direct Investment not being

permitted in the retail sector. FDI restrictions have also restricted entry of international majors in

retailing in India, which could have

Otherwise helped the industry develop with funding as well as bringing in of best practices and

systems.

The availability of trained manpower poses a key risk for the retail sector. With growing

opportunities in the emerging service sectors such as ITES, the ability of the retail business to

hire and retain quality people is under pressure.

Supply chain management efficiencies are essential to retailers to maintain and improve margins.

In India, both vendor management and logistics management are still undeveloped. However,

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with growing size of operations, supply chain efficiencies will become a key differentiator of

profitability in retail.

Value Retailing

These stores primarily retail primarily food and house hold items. These are primarily large

stores with volume based discounted prices. The share of expenditure on food and grocery in a

consumer’s wallet, availability of a vide variety of products at a reasonable price are the main

factors which has contributed to the growth of this segment. The larger chain of supermarkets

and hypermarkets (namely Big Bazaar, Star India, Nilgiris, Food world) has presence in metros

and mini metros.

Lifestyle retailing

These stores retail primarily non-food items such as apparel, footwear, accessories, cosmetics
and household products. They stock multiple brands across product categories, though some of
them focus on their in house store label (on the lines of Marks & Spencer’s and St. Michael).
These stores are found on high streets and as Anchor Tenants of shopping malls.

Several local department store chains have opened shop in India in the past five years. The
convenience factor coupled with the inspirational perception of shopping in a department store
has contributed to their growth. The larger chains of department stores (Namely Pantaloons’,
Shoppers’ Stop, Westside, and Lifestyle) have presence in the metros and mini metros.

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Evolution of Retail

Source: 1) www.ey.com/india

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 India’s five main consumer segments:

Source:

1. www.scribd.com/doc/47945/McKinsey-MGI-india-consumer-full-report/

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 2. Central Statistical Organization(CSO) & Technopak Analysis

Retailing Formats in India:

Malls:

The largest form of organized retailing today. Located mainly in metro cities, in proximity to
urban outskirts. Ranges from 60,000 sq ft to 7, 00,000 sq ft and above. They lend an ideal
shopping experience with an amalgamation of product, service and entertainment, all under a
common roof. Examples include Shoppers Stop, Pyramid, and Pantaloon.

Specialty Stores:

Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's
Music World and the Times Group's music chain Planet M, are focusing on specific market
segments and have established themselves strongly in their sectors.

Discount Stores:

As the name suggests, discount stores or factory outlets, offer discounts on the MRP through
selling in bulk reaching economies of scale or excess stock left over at the season. The product
category can range from a variety of perishable/ non perishable goods

Department Stores:

Departmental Stores are expected to take over the apparel business from exclusive brand
showrooms. Among these, the biggest success is K Raheja's Shoppers Stop, which started in
Mumbai and now has more than seven large stores (over 30,000 sq. ft) across India and even has
its own in store brand for clothes called Stop!.

Hyper marts/Supermarkets:

Large self service outlets, catering to varied shopper needs are termed as Supermarkets. These
are located in or near residential high streets. These stores today contribute to 30% of all food &
grocery organized retail sales. Super Markets can further be classified in to mini supermarkets

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typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq
ft. having a strong focus on food & grocery and personal sales.

Source: 1) http://www.scribd.com/doc/4782190/The-Indian-Retail-Snapshot

Convenience Stores:

These are relatively small stores 400-2,000 sq. feet located near residential areas. They stock a
limited range of high-turnover convenience products and are usually open for extended periods
during the day, seven days a week. Prices are slightly higher due to the convenience premium.

MBO’s:

Multi Brand outlets, also known as Category Killers, offer several brands across a single product
category. These usually do well in busy market places and Metros.

Some Facts:

 Global Retail industry is of size USD 8 Trillion

 Over 50 of the Fortune 500 companies are retailers
 25 of the Asian Top 200 companies, are retailers
 Fortune #1 “Wal-Mart” is a Retailer
 Over 12 Million Outlets in India
 Organized Retail < 3%
 Set to grow to 8-10% by 2010
 Organized Retail expected to be around Rs.110,000 Cr(USD 25 b) by 2010

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Share of all the segments in retail:

Source: 1) http://www.scribd.com/doc/4782190/The-Indian-Retail-Snapshot

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 CHAPTER -3
COMPANY PROFILE:

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 COMPANY PROFILE:

Aditya Birla Retail Limited(ABRL) is the retail arm of Aditya Birla Group company. ABRL is

the fourth largest supermarket chain in the country after Future Group, Reliance Retail and D-

Mart. It operates two different store formats –supermarket and hypermarkets under the brand

more.. It has about 590 supermarkets and 23 hypermarkets around the country. ABRL provides

online grocery retail services in Bangalore, NCR,and Pune through its e- commerce website my

more store. ABRL plans to open 100 supermarkets and 6-8 hypermarkets. To fund this

expansion,ABRL has borrowed RS 500 crore from yes bank. Besides this, it has decided to

increase its borrowing limit to Rs 7,500 crore from Rs 5,000 crore.

Pantaloon Retail (Indian) Limited , part of the Aditya Birla Group ,and opereatersin multiple

retail formats in both, value and lifestyle, segments of the Indian consumer market.

Headquartered in Mumbai, the company has over 1,000 stores across 71 cities in India and

employs over 85000 people and as of 2018 , it was the country’s largest listed retailer by market

capitalization and revenue.

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 FUTURE GROUP

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India’s leading
business houses with multiple businesses spanning across the consumption space. While retail
forms the core business activity of Future Group, group subsidiaries are present in consumer
finance, capital, insurance, leisure and entertainment, brand development, retail real estate
development, retail media and logistics.

Pantaloon Retail (India) Limited (PRIL) is the flagship company of Future Group, a business
group catering to the entire Indian consumption space.

PRIL is India’s leading retailer that operates multiple retail formats catering to the needs of both
the value and lifestyle segment of the Indian consumer market. The company which started its
operations from Kolkata is now headquartered in Mumbai (Bombay), India’s commercial capital.

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 Pantaloons Fashion & Retail Ltd.

Pantaloons, previously controlled by the Future Group, has been recently taken over by Aditya
Birla Nuvo Limited, a US $4 billion premium diversified conglomerate and India's largest
manufacturer of linen fabric. Pantaloons offer multiple accessories and clothing brands across a
spectrum of categories for men,women and kids. The company provides an incredible and
complete one-stop shopping experience to its buyers through its vast collection of more than 100
prestigious brands for the discerning fashionista. Pantaloons, Headquartered in Mumbai
(Bombay), the company operates over 2.2 million square feet of retail space with a presence
across 47 cities through 100 aesthetically designed large format stores and 26 factory outlets,
displays a range of classy and trendy merchandise that truly lives up to Pantaloons’ maxim of
‘fresh fashion’. A typical Pantaloons store comprises a brand portfolio that runs across a gamut
of styles that spell class. The collection includes ready-to-wear western and ethnic apparel for
men, women and kids, complemented by an exhaustive range of accessories. The variety of
products and brands has helped propel Pantaloons to become one of the best clothing brands in
India.

Spotlighting today's buoyant youth, Pantaloons, India's premium lifestyle apparel company

offers chic and trendy fashion to meet the youth's ever-changing needs. A pantaloon reflects the

27
ideology of keeping alive the 'newness factor' through fashion apparel and accessories that are
visually appealing and fashionably upbeat.

The first Pantaloons store was launched amidst much fanfare in Gariahat, Kolkata in 1997. Over
the years, the brand has undergone an evolution process to bring to life compelling trends and
styles catering to every fashion needs across women, men and kids. Currently we are a chain of
100+ fashion stores across 43 cities.Since its inception, Pantaloons progressed from retailing just
a mix of brands to its very own popular private labels as well, designed by the in-house Design
Studio. With a sharp focus on bringing the latest in fashion, the Design Studio combines its
prowess in design and aesthetics to present styles that keep the consumer fashionably dressed
each season. Initially positioned as a store catering to the fashion needs of the entire family,
Pantaloons has transitioned to a fashion and lifestyle brand with an emphasis on youth and a
focus on designs that are inherently in sync with current fashion trends. This compelling
combination has helped Pantaloons retain its place on the style radar of every consumer's
wardrobe.

A typical Pantaloons store is spread across a sprawling retail space of about 18,000 sq. ft., with a
brand portfolio that runs across a wide gamut of styles that spell class. Pantaloons stores have an
abundance of choices across categories that range from western to Indian wear, formal to party
wear and active wear for men, women and kids. To further add to the customer's innumerable
choices that reflect style, attitude, and comfort, Pantaloons has extended its horizons to fashion
accessories like fragrances, footwear, handbags, watches, sunglasses and much more.
With a vast collection of more than a 100 prestigious brands for the discerning fashionista,
Pantaloons offers an incredible and complete one-stop shopping experience to its buyers.

With a chain of 100 fashion stores and 25 factory outlets across 47 cities and towns, Pantaloons
is constantly extending its foot-prints into the rest of modern India.Pantaloons which was
previously controlled by the Future Group was taken over by Aditya Birla Nuvo Limited
['ABNL'] in July 2012. ABNL is a part of the prestigious Aditya Birla Group, a $40 billion
Indian multinational, operating in 36 countries across the globe with over 120,000 employees.

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The Aditya Birla Group ranks high in the League of Fortune 500 Corporations of the world with
a strong mix of talented and capable personnel comprising 42 different nationalities, who are
credited with anchoring the organization and scripting one brilliant success story after another.

With its overwhelming repertoire of lifestyle apparel brands, Pantaloons is focused on growth
while continuing to create fresh fashion. Pantaloons are recognized by its warm personalized
service that completes the core proposition of this trendy chain. With all these advancements,
Pantaloons is one of the fastest growing apparel companies. And is poised to grow bigger and
better.

Recently Pantaloons launches Store

 Pantaloons launch its hundred stores in Karol Bagh, Delhi.

 Pantaloons launch its third store in Hazratganj, Lucknow.

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Chief Executive Officer

Mr. Shital Mehta, has a Bachelor’s degree in Engineering (Electronics & Communication) from
D.D.I.J. (Gujarat University) and a Master’s degree in Business Administration (Marketing)
from the S.P. Jain Institute of Management & Research In 1996. He has also pursued advanced
management studies from Wharton Business School. Previously, he worked as the Brand
Manager with Godrej Foods Limited, during 1996-2000, where he was responsible for Brand
Management function for the Fruit-drinks category. He has been Aditya Birla Group for about 14
years. Prior to joining the company, he served as the Chief Operating Officer of the International
Brands and Retail division for Madura Fashion and Lifestyle.

CORE VALUES:

 Confidence in ourselves.
 To be a leader, both in thought, business and in innovation.
 Respect every individual and be humble in our Conduct.
 Leading to purposeful thinking.
 To be open and receptive to new ideas, knowledge and information.

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  To build long term relationships.
 Simplicity and positively in our thought, business and ideas.
 To be flexible and adaptable, to meet challenges.

Pantaloons in House Brands

 Rangmanch.
 Trishaa.
 Akkriti.
 Annabelle.
 Honey.
 Bare Denim.
 Candies.
 RIG.
 Ajile.
 Alto Moda.
 SF Jeans.
 Chalk.
 Poppers.
 Bare Kids.
 Akkriti.
 Bare.
 Ajile.
 RIG.
 Lombard.
 F- Factor.
 Bare Leisure.
 JM Sport.
Non Pantaloons Brands

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  BIBA
 AND
 Global Desi
 Jealous 21
 109 F
 W
 Allen Solly
 Louis Philippe
 Peter England
 John Miller
 Lee Cooper
 Levis
CUSTUMER RELATIONSHIP MANAGEMENT AT PANTALOONS

WHY CRM?

 Want to focus both on acquisition & Retention.

 To convert daily footfalls into loyal customers.
 Extraordinary service and customer satisfaction.
 Increase customer share.

CRM AT PANTALOONS:
• Pantaloons are following Customer Loyalty Program.
• CRM is practiced through the “GREEN CARD” program (GC).
• Green Card loyalty program contributes approx. 75% in profitability of Pantaloons across
country.
• Pantaloons maintain a customer database of 41 lakh across India.
• Software used is the ‘Capillary’.
PANTALOONS GREEN CARD PROGRAM:

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INITIAL STEPS:

• Informing the Customer about the loyalty program

• To become a green card member
-Filling of form

• While filling the form various customer details like

-Name

-Address

-Date of Birth

-Phone No.

-e-mail id

-Income

-Relationship Status etc.

Are collected to form the customer database.

SPECIAL BENEFITS ON ENROLLMENT:

• Parking fee is less on your bill

• Free home delivery
• 90 days exchange policy
And many more initial benefits are provided by pantaloons stores for retaining the
customer.

PANTALOONS GREEN CARD PROGRAM

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“Your Green Card Is Your Passport To A Whole New World Of Exclusive Benefits And
Privileges.”
 Instant discount* for every time you shop at Pantaloons
 Exclusive shopping days to get hold of latest merchandise
 Regular updates on collections and promos via catalogues, sms and email
 Special invites to the most happening events
 Extended exchange periods and complimentary drops for alterations
 Exclusive billing counters and much more.

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 CATEGORIES VALID FOR GREEN CARD DISCOUNTS:

Also valid at Big Bazaar, HP Petrol pumps, Vodafone, and many more stores.

SHOP WITH GREEN CARD, GET REWARDED INSTANTLY,

 1 STAR MEMBERS

Parking Free.

 3 STAR MEMBERS

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 3% discount on every purchase.

 5 STAR MEMBERS

An exclusive 5% discount on every purchase.

 7 STAR MEMBERS

7% discount on every purchase.

Swipe card at the time of purchase to avail these discounts.

MOST RECENT PURCHASE HELPS TO UPGRADE

PANTALOONS upgrade is not dependent on the date of enrolment or calendar year. They now
upgrade on the basis of purchases immediately based on the preceding 12 months from current
shopping date.

MEMBERSHIP & 12 MONTH PURCHASE-BASED UPGRADING SYSTEM:

• THREE STAR CARD - Upgrade to a 3 star status by shopping for Rs. 8000/-
immediately preceding 12 months of current shopping date.

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 • FIVE STAR CARD - Upgrade to a 5 star status by shopping for Rs. 20000/- immediately
preceding 12 months of current shopping date.

• SEVEN STAR - Upgrade to a 7 star status by shopping for Rs. 40000/- immediately
preceding 12 months of current shopping date.

EXCLUSIVE BENEFITS AND PRIVILEGES:

• Instant discounts for every time you shop at Pantaloons.

• Regular updates on themes, collections and promos (beginning& end) via catalogues,
SMS and email.

• Special invites to the most happening events.

ADDITIONAL BENEFITS

 Green Add on Cards

- 1 and 3 star member : 1 add-on card
- 5 and 7 star member : 2 add-on cards
 Green Days: End Of Season Sale
 Green Channel: special billing counter during End of Season sale
 Green Offers
 Green Service Desk
 Green Exchange
 Green drop

7 STAR PRIVILEGES – A BIG “WOW”

Exclusive benefits for green card members

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 BENIFITS 3 STAR 5 STAR 7 STAR

INSTANT DISCOUNT 5% 8% 10%

GREEN OFFERS AND PROMOTION YES YES YES

GREEN SERVICE DESK YES YES YES

GREEN EXCHANGE 60 days 60 days 90 days

COMPLEMENTARY HOME YES YES YES

DELIVERY

COMPLEMENTARY HOME DROP NO YES (EXCEPT YES

SALES
(AROUND THE
PREVIEW)
YEAR)

FREE PARKING YES YES YES

EXCLUSIVE BILLING COUNTER YES YES YES

EXTRA BENEFITS TO 7 STAR CUSTOMERS:

• Free parking space

• Free gifts

• Stock manager personally deal them

• Promotion is communicated first

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 RETAILING IN INDIA :

The Indian retail industry is the fourth largest in the world. Comprising of organized and

unorganized sectors. India retail industry is one of the fastest growing industries in india,

especially over the last few years. Though initially, the retail industry in india was mostly

unorganized as well. With growing market demand, the industry is expected to grow at a pace of

25-30% annually .The india retail industry was expected to reach from Rs 47,000crore by 2017-

2018 to Rs 10,21000 crore by the end of year 2017.

As a democratic country with high growth rates, consumer spending has risen sharply as the

youth population (more than 33 percent of the country is below the age of 15) has been a

significant increase in its disposable income. Consumer spending rose an impressive 75 percent

of the market , is expected to grow at a CAGR of 40 per cent fom US$ 30 billion in 2016 to

US$120 billion by 2017.

Retai in Jharkhand ; organized retailing is the entire perception of shopping in term of buying

behavior.

Increased household items, education items, convenience of getting all useful items under one

roof & payment through card or case this are factors responsible for inclination of consumer’s

towards organized retail.

That’s why state like Jharkhand retail also growing . Reliance Trands, Big Bazar, pantaloons, citi

mart doing good day by day more competitor is coming like, prabhatam & other retail outlets

brands.

39
Initially positioned as a family store, it finally veered towards becoming a fashion store with

life, in love with fashion . Today, the fashion store extends to almost all the major cities across

the country. Pantaloons have established its presence with store not just in the metros ,but also in

smaller towns. Pantaloons store have a wide variety of categories like casual wear, ethnic wear,

formal wear, party wear and sportswear for men, woman and kid’s.

It includes different varieties Bare Denim, John Miller, Ajile,John Player , London Dream ,

Byford, Honey, Jealous 21, all. ‘Fresh Fashion ‘ an idea that has capture the imagination of

young India.

With a focus on the youth of today, pantaloons offers trendy and hip fashion that defines the

hopes and aspiration of this demography.

40
 Pantaloons vs Their Competitor:

The company has its own brands futher it focus on other multipale brands as well. The company

has the tie up with other brand eg,- bare denim, altomodajelious 21, honey,etc It also provides

various other brands to its customers.

The competitors in market is:

AMONGST ALL THE GIVEN COMPITIORS PANTALOONS IS DOING MUCH BETTER

IN TERMS OF SALE AND ATTRACTIVE CUSTOMERS Reliance trends, life style, v -mart,

(fbb), retail store ,etc. The mentioned competitors to pantaloons is as specifica to the location

(DelhiNCR).

As these are the retail outlet placed nearby to local markets, so they are giving competition to

pantaloons. Further being in the mall its being an advantageous for pantaloons to perform better

than its given local competitors. The customers are finding it the better than its given local

competitors. The customers are finding it the better option tohangout at mall, dinne,shop,

entertainment, under the same the roof, which is now a day,s immerging trend in the market

which is being adapted by the end users or the customers &they find it more convenient & a

wide range of option.

The above mentioned details are being collected through survey done by me under the guideline

of my reporting manager & mentor.

41
“ INCREASE IN THE DAILY FOOTFALL DAY BY DAY, THUS ENHANCING THE SALE

AND BUILDING CUSTOMER LOYALTY & MAKING THE CUSTOMERS FEEL DELIGHT

(WOW FACTOR) BY PROVIDING THEM EXTRA BENEFIT SERVICE AND

ASDSISTMENT APART FROM SHOPPING.”

Impact of space Allocation and utilization on consumer Buying Behavior:

Interior Signage:

Signage is a critical part of interior display and point of purchase promotion. Store signage that

communication a sales message can make up for a lack of sales personal.

A good sign provides the most information in the fewest possible words

Layout Planning:

Planning of the internal arrangement of selling and sales supporting department , and deciding on

the amount of space for each department.

Product Depth:

The number of each item or particular style of a product.

Under one product how many sub- product company provides or how many varieties company

have for that product.

Example: To keep our inventory cost down, we have a shallow product depth.

This means we only stock 3-6 SKUs of each product we carry.

42
Payback Green Card Membership:

There is a membership for customer in pantaloons, where customer become members and

redeem point on shopping.

1STAR: To become member customer need to fill up payback form don’t, need to pay anything

for this. But he/she has to purchase anything from pantaloons except paper bag, he/she will get

points 1 point per 100Rs.

3STAR:If the total purchase by a customer crosses Rs8000 than they becomes 3star customer

and enjoys extra points,13 points per 100Rs purchase

5STAR: If purchase crosses Rs 20000 mark then they become 5 star customers and enjoy 21

points per 100 Rs.

7STAR : If the total purchase crosses Rs 40000 mark then they become 7 star customers and

enjoy 29 points per 100 Rs . Customers come redeem, their points whenever they want & they

can also redeem, their points any payback partners shop across india.

43
Merchandise Mix:

Pantaloon has a wide range of products in its sore –Men casuals, Formals, sportswear,

undergarments, Ethnic wear, children cloths , Girls and Ladies casual and formals, Jeans and

sportswear , traditional wear, Footwear, Cosmetics, and Jewelry. Some brands are stated above

others are:

Visual Merchandising :

Visual merchandising is the art of displaying merchandise in a manner that is appealing to the

eyes of the customers. It sets the context of the merchandise is an aesthetically pleasing fashion ,

presenting them in a way that would convert the window shoppers into prospects and ultimately

buyers of the product . A creative and talented retailer can use this upcoming art to breath in

new life his store products. Passion for design process and the ability to creat ideas that

Objectives of visual Merchandising:

A desire to attract customer to a place of business in order to sell the merchandise.

It is offered to the customer through interior and exterior presentation . It help create positive

customer image.

It helps to increase sales.

It encourages impulse buying.

The exterior appearance of a store silently announces what customers can expect inside.

Good exterior visual merchandising attracts attention, creates interest, and invites the customer

into the business.

44
Objectives of Study:

This marketing research aims to study:

1 Consumer attitude towards pantaloons and why people prefer visiting it over retail outlets.

2 How much the factors like the distance of the store from consumer’s house affect the decision

of a customer choosing to visit pantaloons.

3. Does the availability of goods and variety of goods attract customers towards pantaloons.

4. Measure the extent to which customers find discount and other offers at pantaloons more

exciting and attractive than those provided by other retail outlets.

5. Check the brand loyalty of customer towards pantaloons.

6.To measure the satisfaction level of overall shopping experience at pantaloons.

45
Mission Statement of Pantaloons :

 Pantaloons share the vision and belief that its customers and stakeholders can be served

only by creating and executing future scenarios in the consgmenumption space leading to

economic development.

 It will be the trendsetter in evolving delivery formats , creating retail reality and marking

consumption affordable for all customer - for classes and for masses.

 It will infuse Indian brands with confidence and renewed ambition.

 It will be efficient, cost conscious and committed to quality in whatever it does.

 It will ensure that its positive attitude , sincerity, humility and united determination are

the driving forces that make it successful.

46
Group Vision:
Aditya Birla Group shall deliver everything ,everytime for every Indian consumer in the most

profitable manner.

Group Mission:

We share the vision and belief that our customers and stakeholders shall be served only by

creating and executing future scenarios in the consumption space loading to economic

development.

We will be the trendsetters in evolving delivery formats , creating retail realty, making

consumption affordable for all customer segments- for classes and for masses.

We shall infuse Indian brands with confidence and renewed ambition.

We shall be efficient, cost- conscious and committed to qauality in whatever we do.

We shall ensure that our positive attitude, sincerity, humility and united

Determination shall be the driving force to make us successful

47
Core values :
Indianans : Confidence in over selves.

Leadership: to be a leader, both in thought and business.

Respect & Humility : to respect every individual and be humble in our conduct.

Introspection: leading to purposeful thinking.

Openness: to be open and receptive to new ideas, knowledge and information.

Valuing and Nurturing Relationships: to build long term relationships.

Simplicity & Positivity: simplicity and positivity in our thought, business and action.

Flow: to respect and understand the universal laws of nature.

48
SWOT ANALYSIS:

SWOT analysis this store-

Strength:-

 Most of the coustomers are from middle class& have average income capacity.

 Pantaloons has most reputed brand.

 The store is located in the entering point of the city.

Weakness:

 The outlets of competitive brands and present in the same mall.

 Sunglasses &shoe,s section are not in this store.

 High ranges of products are not in the capacity of low income people.

Opportunities:

 Hotel & restaurant, Domino’s are in the small mall.

 Hang out space of the mall helps a lot.

 Many local fest, function are keeps on organizing.

Threats:

 Nearby outlet like bigbazar, reliance trends gives permanent discount which increase

footfall in those stores. Local people are not aware of the brand & mostly they are from

low income people.

49
Theoretical Background:

Retiling :- Retiling is the most active and attractive sector selling good or services directly to
final of the last decade. While the retailing industry consumers for personal ,non business use
itself has been present through history in our country , it is in the recent past it has witnessed so
much dynamism.

Retailing one of the largest sectors in the global economy is going through a trasition phase not
only in india but the world over.

The study of any subject is made easier by examining it in an organized fashion. There are three
classes of variables involved in understanding consumer behavior, stimulus, response and
intervening variables. Stimulus, response and intervening variables. Stimulus variable , such as
advertisement, products and hunger pangs exist in both the individunals external and internal
environment. These generation sensory inputs to consumers. Responses variables are the
resulting mental and /or physical reaction of individual who are influenced by stimulus variables.

For example:- purchasing a product or forming attitudes about it could be viewed as responses
variables.

Many of the variable affecting consumer (such as personality, learning, and perception of
external situations, motives, and so forth) cannot be observation therefore, those who want to
learn about the variables affecting consumer must often make inference to determine the extent
to which a given variable is having an influence.

The study of consumer behavior can also be quite complex, because of the many variables
involved and their throw the variables, tendency, to interact with and influence each other .
Models of consumer behavior have been deveioped as a means of dealing. With this complexity.
Models can help organize can help organize out thinking about consumers into a coherent whole
by identifying relevant variables, describing their basic characteristics, and specifying how the
variables relate to each other.

Consumer decision process:-

50
This process consists of the decision process regarding products and services. The major steps in
this process are shown as problem hreconginition, information search and evaluation,
purchasinsing processes and post purchase behavior. Problem recognition occurs when the
onsumer is activated by awareness of sufficient difference her actual affairs and her concept of
the ideal situation. This can occurs through activation of a motive such as hunger, by
confronting some external stimulus such as an advertisement, or being effected by additional
variables such as social or situational influences.

Internal search- a quick and largely unconscious review of memory for stored information and
experiences regarding the problem. The information is in the form of belief and attitudes that
have influenced the consumer’s preference, and a routine purchase occurs . However if an
internal search does not provide sufficient information about products,or how to evaluate them,
the consumer continues with a more involved external search for information. This result
exposure to numerous informationl inputs called stimuli , which can arise from a variety of
sources, including advertisement, printed products reviews, and comments from friends.

Any information stimuli are subjected to information- processing activities ,which the consumer
uses to derive meaning from stimuli . The process involves allocating attention to available
stimuli deriving meaning from these stimuli and holding this meaning in what is termed in what
is termed short term memory where it can be retained briefly to allow further processing.

51
Indian retail market scenario:-

The financial year 2005 to 2006 saw India ride high on the waves of a booming economy. The

sensex scaled new heights by crossing the 1200 points mark early that year. The GDP grouth for

2005-06 was about 8.4% while foreign reserves had crossed the US$ 165 billion mark Indian had

shed its tag of a third world country and is being hailed as one of most rapidly emerging markets

and a popular investment destination.

Between the affluent and the middle class has reduced dramatically. The Indian middle class is

expected to grow from its current share of 22% to32% of the total population by 2015 over the

last few years retail has become one of the fadstest growing sector in the Indian economy. Retail

in Indian is currently estimated to be a $230 billion industry of which organized retail 3% or

roughly $ 7 billion. At keamey has identified india as the leading retaing retail destination in

their annual list of most attractive countries for international retail destination in their annual list

of most attractive countries for international retail expansion(Global retail development index

2006). Oragnaized retail is expected to grow at the rate of 25-30% per annum and is projected to

attain assize of $23 billion by 2015.

The booming services sector in indiahas fueled the growth of a new class of consumer the single

urban youth whose expenses are typically independent of family compulsion. As observed

globally the steady climein lifestyle and leisure goods is essentially due to disposable income of

this class of consumers. Over the good is essentially due to disposable income by approximately

15-20%.

The government has allowed foreign driect investment in real estate since early2005. This has

led to increased foreign interest and has encouraged joint ventures between Indian and foreign

52
interest and has encouraged joint ventures between Indian and foreign developer. Considering

the vast potential in the retail bussines Indian and foreign interest and has encouraged joint

venutures between Indian and foreign developer. Considering the vast potential in the retail

business 51% FDI in single brand retailing has also been allowed recently. This move is

anticipated to attract foreign investment technology global best practices and cater to the demand

for high quality branded good in indian.

Corollary to the real estate growth retail boom too has percolated to the tire-2 and tire-3 cities of

india of the total 361 mail projects currently underway in india 227 are in the top 7 cities while

the rest 134 are distributed over various tier-2 tier-3 cities. These statistics reveal the far reaching

effect of positive macro trends.

In changing the consumer preferences and shifting mindsets towards organized retail experience

besides new malls close to 35 hypermarket 325 large department stores and over 10000 new

outles are also under development. Growth in rural population and increase in agricultural

incomes also offers considerable scope for innovation retail formats.

53
Current scenario:-

Delhi(NCR) has been experiencing a retail boom since the last 5-7 years in 2018

approximately1.22mm .sq.ft.of new retail space was added to pune real estate market . This led

the current retail stock of the city to growth to6.5 mm sq ft growth in commercial activities and

the migrant population of young white collar workers has been the key driver of real estate boom

in the city.

With 10 mall project in the pipeline the city was expected to have a cumulative retail slot of

approximately 7.5 mm sq ft by end 2018 and infusion of new retail space over the next two year

the total retail stock in Delhi(NCR) is estimated to be about 8.7 mm sq ft.

The city has been witnessing an interesting trend of movie screens being located in large format

mall developments. Another noticeable trend in the retail format is the advent of specialty mall

or niche mall.

54
Centre locations:-

The locations where retail developers have flourished traditionally are the high street of

saridhella road park market bank more and purana bazaar in the central part of the city these

markets have a unique mix of local brands along with national and international retailers both are

known to generate substantial revenues along with heavy footfalls.

However the development of mall in the neighboring locations is anticipated to affect the

footfalls of these traditional high streets.A case in point is the presence of magnum

mall(175000sq.ft).

In the saridhella area which has created a pull effect on the consumer stronghold of govindpur

road ozone galleria mall (200000 sq f t )insaraidhella which become operational in 2009 had

ozone plaza take up space for its second outlet in the city.Another large scale project

Delhi(NCR) ozone galleria a mall by pantaloons retail on govindpur road has food bazaar as its

anchor tenant and caters to the domastic needs of the bulk of the resident population of central

Delhi(NCR).

These retail market in the central location of the city currently house approximately 1.78

mm.sq.ft of retail stock a new mall fun n travel (100000 sq ft) has been planned in the bank more

region while two mall ascent(93654 sq ft)

55
 CHAPTER -4
OBJECTIVES OF STUDY:

56
 OBJECTIVES OF STUDY:

The objective of summer training is to ensure that I as a management student develop in real life
for handling the specific project and also to develop all roundness in various management
activities related to the area of my specialization. This training give me a substantial corporate
exposure and also serves as a useful too of interaction with the corporate sector.

The project has been derived from the field of ‘Marketing’and is entitled as “Buying Behavior/
Need Analysis & Generation of prospective customer list for pantaloons product in Delhi(NCR),
Jharkhand’’. The main idea behind this project is.

To get an overall view of the product sale , promotion and problem faced by pantaloons
products.

To make a knowledge about the market strategy of pantaloons in Delhi(NCR).

To understand the concept of value retailing followed by pantaloons retail india ltd.

To understand the concept of lifestyle retailing by the company.

57
 CHAPTER -5
LITERATURE REVIEW

58
 LITERATURE REVIEW

Several studies on CRM and apparel retail sector are reported in the context of developed

markets. A brief overview is presented below:

According to Pine and Gilmore (1999) experiences can be described by two dimensions.

The first dimension refers to the customer’s degree of active participation in the creation of the

experience. The second dimension of experience describes the degree to which the customer

adsorbs or immerses the experience.

Biter and Zenithal (2003) stated that satisfaction is the customer’s evaluation of a product

or service has met their needs & expectations.

In the recent information Week survey, of the companies actively implementing CRM, 93

percent claimed increased customer loyalty and customer Satisfaction would justify their CRM

investment. The Second highest percentage, 83 percent, stated the need to demonstrate increased

revenue. The implied, mandate for most of these early adopters seems to be “customer loyalty at

any cost-even is we don’t see a return on investment.”

Peppers and Rogers (1993) stated that to build the relationships with your individual

customers, you need to sell maximum products over a long period of time and across different

product lines. Deeter-Schmelz, Dawn R.; Moore, Jesse N.; Goebel, Daniel J, (2000) examined

Prestige clothing shopping by consumers by a confirmatory assessment and refinement of the

PRECON scale. Aspects studied include background on the symbolic aspects of consumption;

prestige shopping behavior; reassessment and refinement of the PRECON scale and impact of

income and age on prestige shopping. The paper concludes with managerial implications for the

United States apparel retailers dealing in prestige clothing.

59
Kincaid, Doris H.; Woodard, Ginger A.; Park, Henson (2002) studied Buyer–seller relationship

for promotional support in the apparel sector which is critical for success. The purpose of the

study was to define promotional support categories offered to apparel retailers by manufacturers,

to identify the retailer's perceptions of the offering frequency and importance of the promotional

support, and to investigate the relationship between offering frequency and perceptions of

importance. Results indicated that monetary support was regarded as the most important

promotional support.. A positive and

significant correlation was found between items the buyers perceived as important and the

frequency of offerings of these items. Liu, Yapping, (2007) found out the Long-Term Impact of

Loyalty Programs on Consumer Purchase Behavior and Loyalty. Using longitudinal data from a

convenience store franchise, the study found out that consumers who were heavy buyers at the

beginning of a loyalty program were most likely to claim their qualified rewards, but the

program did not prompt them to change their purchase behavior. In contrast, consumers whose

initial patronage levels were low or moderate gradually purchased more and became more loyal

to the firm. For light buyers, the loyalty program broadened their relationship with the firm into

other business areas. Thus there is a need to consider patronage to decide rewards for loyalty

programmers. In the context of French market, Meyer-Warden, Lars; Ben vent, Christophe.

(2006) studied the Impact of Loyalty Programmes on Repeat Purchase Behaviour based on the

Behavior Scan single-source panel which has been compared with the store data base . The

double jeopardy phenomenon was present and loyalty programmers did not substantially change

market structures. When all companies had loyalty programs, the market was characterized by an

absence of change of the competitive situation. Hildegard, Karen; Beckman, Molly; Descals,

Alejandro Moll; Bora, Miguel Angel Gomez (2005), studied Spanish consumers' perceptions of

60
US apparel specialty retailers' products and services. The study emphasized that specialty

retailers' success in international markets is contingent upon their knowledge of culturally-

defined values, norms an behavior that influence consumer decision making and impact

acceptance of products an services. The study examined consumers' store patronage and apparel

purchase behavior acceptance of US apparel brands, perceptions of retailers' products and

services, and perceptions of the impact of foreign retailers on local communities. It found out

that the perceptions differed regarding quality, fashion ability, product assortment, extent and

quality of customer service, convenience of location, payment options, national brands and store

layout. Consumers' acceptance of US apparel brands was a function of age, household income,

apparel product country of manufacture and price.

61
 CHAPTER -6
RESEARCH METHODOLOGY:-

62
 RESEARCH METHODOLOGY:-

Research Methodology ill common parlance refers to a search for knowledge . one can also

define also research as a scientific and systematic research for pertinent information a specific

topic . Research is an art of systematic investigation. Some people consider research as a

movement , a movement to the known to the unknown.

Need For Study:-

The study aims to understand the major factors influencing the buying behaviors and analysis of

the prospective customer’s for pantaloon products. This study will given insights to the marketer

that would help the markets to understand the consumer segment and increase the buying pattern

and general satisfaction level of this target group.

This help the marketing people to arrive at meaningful way to promote pantaloons.

According to Clifford Woody:-

“Research comprises defining and redefining problems, formulating hypothesis or suggested

solution, collecting, organizing and evaluating data, marking deductions mil reaching conclusion,

and at last carefully testing the conclusion to determine whether they fit the formulating

hypothesis.’’

Marketing research is defined as a systematic gathering and analysis of the data concern with an

objective . The whole activity is divided into variable part and after compilation of that we reach

at certain finding , which enable us to marketing decision . It involves the diagnosis of

information needed and the selection of the relevant and inter- related variables.

63
Research objective:-

1.To study the buying pattern of people towards consumer goods.

2 To determine the major factors influencing the buying decision process of the target
group.
3To set out some basic marketing implications for the marketers to cater to different
needs of the targets group.

4 To have some insights on the relationship between marketing stimuli and youth
response.

5. To serve as guideline for further research in this area.

Information Required:-

1 What is the profile of customer in Delhi(NCR) with respect to products and services
they purchase and place they visit?

2 On what products and services do they spend most?

3 What are the sources of information for purchase of products?

4 How much do they spend?

5 How do they spend ?

6 What are the basic factors influencing their buying decision process?

64
Research Design :-

1) Aim of study.

The study aims to understand the major factor influencing the buying behavior and
analysis the prospective customer’s for pantaloons products.

2) Purpose of study:-

This study is being made for summer training ( Topic given –‘’Studying Consumer
buying behavior/ Need Analysis& Generation of prospective customer list for
pantaloons products’’).

3) Place of study :-

Delhi NCR.

4) Data collection :-

 The data which has been chosen for this report was primary data and secondary
data.

 The study takes place from 7thjune to 18th August.

 Data has been collected by preparing a set of questionnaire.

65
5) Sample Design.:-

I have taken the sample designee of120.

T-test is based on t- distribution and is considered an appropriate test for judging the
significance of a sample mean.

Chi-square is an important non – parametric test and as such no rigid assumptions are necessary
in respect of the type of population.

6 ) Data Analyzed:-

Data will be analyzed through survey which is going to be held in some part of Delhi NCR.

7) Report Writing :-

Report is going to be prepared in case of descriptive and diagnostic research studies, where
descriptive research studies are those studies which are concerned with describing the
characteristics of particular individual , or of a group, whereas diagnostic research studies
determine the frequency with which something occurs or its association with something else.
The studies concerning whether certain variable are associated are of diagnostic research studies.
As against this , studies concerned with specific predictions, with narration of fact and
characteristics concerning individual, group or situation are all example of descriptive research
studies.

66
Research Plan:-

Research Approach:- SURVEY METHOD.

Primary Source:-

Primary data consists of original information gathered for specific purpose. The primary data
is collected through questionnaire. The questionnaire is through common instrument collecting
primary collection. I collected that through from different small eating joints.

Research Instrument :-

The research instrument used for collecting the primary data where the questionnaire

Questionnaire :-

The questionnaire was carefully developed tested and debugged before they were
administered on a large scale. Each question contributed to the research objective here
questionnaire is structured types means there are concrete, definite and predetermined
questions.

The questions are presented are exactly same wording and in the same an order to all
respondents. The questionnaire had a mix type of open ended, and multiple choice questions.
The question were limited in numbers simple direct and unbiased technology was adopted.

67
DATA SOURCE:-

Primary:-

The data was collected through questionnaire comprising of 20 questions.

Secondary:-

The data was collected through.

Data collection Instrument:-

 Questionnaire

Sampling Procedure:-

1 Sample Unit : Consumer visited shopping Mall.

2 Sample size : 70 Respondents

3 Sampling Method : Random sampling Method.

68
 CHAPTER -7
DATA ANALYSIS
&
INTERPRETATION

69
 DATA ANALYSIS & INTERPRETATION

Question No. :- 1

Do you visit mall ?

DO YOU VISIT YES NO

NO.OF 100 0
RESPONDENT(IN %)
NO.OF 100 0
RESPONDENT(IN NO.)

DO YOU VISIT MALL?

YES NO

30%

70%

INTERPRETATION :-

All the candidate interviewed visiting mall.

70
Question No :- 2

With whom do you prefer to visit mall ?

Prefer to visit Friend Spouse Colleagues Alone

malls
No. of 60 20 16 4
Respondents(%
)
No . of 30 10 8 2
Respondents(in
no)

WITH WHOM DO YOU PREFER TO VISIT MALL?

FRIEND SPOUSE COLLEAGUES ALONE

4%

16%

20% 60%

INTERPRETATION:-

Out of 50 respondents:-

60 % preferred to visit malls with friends.

20% preferred to visit malls with their spouse.

71
Question No :- 3

How much time you spend in Mall ?

Time spent on visiting Hour 1-2 hours More than 3

malls hours
No. of respondent (%) 20 50 30
No. of respondents ( in 10 25 15
no)

How much time you spend in Mall ?

1-HOUR 1-2 HOURS MORE THAN 3 HOURS

20%
30%

50%

INTERPRETATION:-

Out of 50 respondents 25 respondents spend approx.1-2hrs in a mall.

Out of 50 respondents 15 respondent spend approx.. more than 3 hrs in mall

Out of 50 respondents 10 respondents spend approx.. less than 1 hrs .in mall

72
Question No :- 4

Does the person with whom you visit mall influence you?

Person who influence Yes No

No. of Respondents(%) 40 60
No. of Respondents( in 20 30
no)

70

60

50

40

30
YES
NO
20

10

0
1

INTERPRETATION:-

Human are social being , different personal has different perception and attitude,
so they purchase according to their own need like.

73
Question no :-5

Do you visit the mall, by advertising influence?

Advertisement Yes No Sometime Can’t Say

influence
No .of 40 24 16 20
Respondents(%
)
No. of 20 12 8 10
Respondents(in
no)

40
30
20
10
0

INTERPRETATION:-

Out 50 respondents.

20 respondents responded that they come to know things through

advertisement.

12 respondents responded that they are not affected by advertisement.

8respondents responded that sometime yes and sometime they don’t know.

74
Question :-6

Why do you choose mall for shopping ?

Choosing mall Les Economic Brand Variet Qualit All Convenine

for shopping s al s y y unde t
tim r one
e roof
NO. of 14 24 26 8 14 6 8
Respondents(
%)
No . of 7 12 13 4 7 3 4
Respondents( i
n no)

30
25
20
15
10
5
0
g? E AL NDS IETY LITY F NT
pin TIM IC A R A ROO NIE
SS M VA
ho
p
LE ONO BR QU NE NVE
s O
fo
r EC ER CO
D
all N
e m LLU
s A
oo
ch
u
yo
do
hy
W

INTERPRETATION:-

75
7 Respondents said less time , 12 respondents said its economical, 13 respondents
said they get brands.

Question No :- 7

Do you go for unplanned ( spot purchases ) shopping / purchases ?

No. of 54 32 14
Respondents(%)
No. of 27 16 7
Respondents( in
numbers)

80

70

60

50

40 YES
NO
30

20

10

0
DO YPOU GO FOR UNPLANNED PURCHASE?

INTERPRETATION:-

Out of 50 respondents

54% respondents made unplanned purchases.

32% respondents said they don’t make unplanned purchases.

14% respondents said that they were not sure.

76
Question No :- 8

Which of the following media you find the ads of any shopping mall ?

Mode of Newspaper T.V Radio Hoardings Others

advertisement
No. of 30 50 10 8 2
Respondents(%)
No. of 15 25 5 4 1
Respondents(in
number)

60

50

40
NEWSPAPER
TV
30 RADIO
HOARDINGS
OTHERS
20

10

0
WHICH OF THE FOLLOWING MEDIA YOU FIND THE ADS OF ANY SHOPPING MALL?

INTERPRETATION:-

Out of 50 respondents

30% respondents get aware through Newspaper.

25% respondents get aware of the ads through T.V.

10% respondents get aware of through Radio channels.

8% respondents get aware through hoardings.

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 CHAPTER -8
FINDINGS AND OBSERVATIONS

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 FINDINGS AND OBSERVATIONS .

1 . Almost every person contacted or interviewed said that he / she has visited mall
. Maximum number of respondents said they are aware of mall.

2. From analysis we found out that most of the people were affected and attracted
with offers and schemes .

3. It has been found out that most of the people in Delhi NCR city visit malls for
refreshment and enjoy.

4 . Consumers choose mall to stop because they all want variety and brands and
shopping at mall according to the consumer is economics as compared to shopping
at other place.

5 .Most of the people who were interviewed by me responded that brand loyal and
most of them stack to the brand they like .

6 Advertising plays a very crucial part in the consumer decision making

process.

7 Most of the respondents take on the spot decision of buying different products
because of the various attractive product displays and pretty combination which the
store tries on the mannequins is mostly dependent by the customers, show that
most of the consumers are attracted towards different fancy display.

8 For most of the respondents quality plays a very important role because most of
the respondent said that they want quality products, and that’s also one reason for
most of the respondents sticking to particular brands.

9 We can also say that location , variety convenience and economical products are
not the only things which attract the customer but there are some other factors
which play a major role in attracting the customers as mentioned.

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CHAPTER -9
LIMITATION

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 LIMITATION

Time constraint :-

The allotted time to conduct the survey was 60 days. However , the key areas were
apply covered.

Availability of data:-

Most of the restaurants and eating joints were not in favor of us conducting the
survey inside their premises as it would disturb their customers. “Non- willingness
of the respondents to answer the questionnaire was also a hurdle.

Reliability of data :-

Reliability of data always remains a prime concern when human are surveyed.
Most- interest , poor understanding , unclear questions, inability to think instantly
and customer biases creeps in apprehensiveness in the minds of the researcher
while tabulation and analyzing the data.

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CHAPTER -10
CONCLUSION

82
 CONCLUSION

Consumer’s behavior is often studied because certain decision are significantly affected by their

behavior or expected actions. For this reason consumer behavior is said to be applied discipline.

1 In a general sense, the most important reason for studying consumer behavior is the significant

role it play in our lives. Much of our time is spend directly in the market place, eating or

engaging in other activities. A large amount of additional time is spend thinking about product

and service, talking to friends about them, and seeing or hearing advertisements about them. In

addition, the good people eat and the manner in which they use them significantly influence how

they live their daily lives. These general concerns alone are enough to justify our study of

consumer behavior. However , many seek to understand the behavior of consumers for what ae

thought to be more immediate and tangible reasons.

2 The main reason behind this project was to find out the behavior of the consumer buying

behavior while shopping at mall because most of the population surveyed preferred to shop at

malls and how day by day the consumers demands are increasing and through this project I

came to know that what are the various behavior of a typical customer who shops at mall.

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 CHAPTER -11
RECOMMENDATION

84
 RECOMMENDATION

Customers are becoming price conscious they are having many option in the market considering
the consumer buying the mall and other shopping centers should take certain defining steps like
retaining customers by giving those schemes discount and better service.

The trend today has been to combine shopping with various offerings for ex…. In a mall apart
from shopping a customer enjoys food courts and many others services which today’s modem
mall provide.

Shopping has made people spend not just on their requirements of goods to be bought but to look
on the totality of the experience have a quick bite at Dominos in the mall are let the kids play fun
game while one is busy shopping or even taking the family out to movie and having a dinner
“ALL UNDER ONE ROOF”

The benefits of this totality offering are that many vendors get to have people patronized their
offerings while the shopping experience i.e being enhanced more business is got by the stores at
the venue. Shopping is no longer a onetime agenda for people . various options are opening up.

During the analysis it was found that customers become loyal to few malls and department stores
and visit them often as compared to other. Although it was found all of them keep approximately
some kind of brand and product and the some pleasing environment. All this in mind we need to
differentiate our mall from other in the city to build up our own set of customers. It was round
that the major problem faced by the customers is the crowed at the case counter. The life of
today’s generation has become very fast. They don’t want to wait in aqueue for a longer period.
Thus we must provide more cash counters in our mall.

One advantage is that there is only one mall in the city that is magnum mall others are the
department stores. So enhance it and make it better to make it different i.e by having special
attraction like body spa, gym in the mall. There should be a provision for ATM in the mall.

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 ANNEXURE

“Questionnaire on consumer buying in PANTALOON” Hi…!!!!! Please spare

some time to fill in this survey is voluntary and will help us to gather more
information to make our project.

1 .Do you visit mall ?

A yes B No

2 With whom you prefer to visit mall?

A Friend B Spouse C Collegue D Alone

3How much time do you usually spend in a mall?

A Hour B 1-2 hours C More than 3 hours

4 Does the person with whom you visit mall influence you ?

A Yes

B No

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5 Do you visit the mall , by advertisement influence?

A Yes B No C Sometimes yes D can’t say

6 Why do you choose mall for shopping?

A Less time B Economic D Variety

E Quality F All under one G Convenience

7 Which of the following media you find the ads of any shopping mall?

A News B T. V C Radio D Hoardings

8 How frequently do you visit mall?

A Weekly B Monthly C Occasionally

9 Do you stick to particular brand?

A Yes B No C Can’t say

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10 Why you opt for a particular mall?

A Quality B Services C Brand name

D Word of mouth

11 Do you go for unplanned (spot) shopping / purchases ?

A Yes B No C Can’t say

12 What are the things you would like to list under planned purchases?

A Apparels B Food product C Appliances

D Jewelry E Cosmetics F Health &oral care

G Utensils H Grocery I Toy & Gifts

13. Feed back/ Suggestion:-

………………………………………………………………………….

………………………………………………………………………..

…………………………………………………………………………

…………………………………………………………………………

…………………………………………………………..

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 BIBLIOGRAPHY

Books and magazines:

Consumer Behavior

-Fourth edition by David L. Londan & Albert J .Delia Bitta.

Research methodology (Methods &Technology)

Revised Second edition by C.R. KOTHARI

Through net surfing:-

www.google.com

www.wikipedia.com

www.answers.com

http://en.wikipedia. org/ wiki/Retailing – in-india.

http:// pantaloon.

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