Customer Retention in Retail Setor by Noname

7/29/2019 Customer Retention in Retail Setor by Noname

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EXECUTIVE SUMMARY

Consumer retention is the key success factor for any retailer in current competitive

market. With a view to comprehend the competitive market scenario , the most upcoming

suburb after the launch of many new retail outlets and malls, an effort was made to

ascertain and analyze customer views and preferences for the same through process of

Brand Recall. Also, a detailed study was made to understand the performance pattern of

major competitors of Pantaloon shop.

In doing so, it was possible to assess the competition in the market, hence enabling us to

position ourselves more effectively and strategize on a long term basis.

During the course of this project, I was also fortunate enough to be able to study thepromotional campaigns carried out in the store.

This report contains the findings arrived after detailed analysis of the data received

through observations made at the competitors stores and personal interviews conducted

with the customers at various department stores.

Though not professionally equipped to suggest strategies to the pioneer of organized

retailing in India, a sincere effort has been made to give some humble Recommendations

for the organization at the end of the report which would benefit the firm in the long run.

Top Retailers Worldwide

Rank, Retailer, Home Country

1. Wal-Mart Store, Inc. U.S.A.

2. Carrefour Group France

3.

The Kroger Co. U.S.A.

4. The Home Depot, Inc. U.S.A.

5. Metro Germany

www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/


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INTRODUCTION

The Retail Industry in India:

After 50 years of unorganized retailing and fragmented kirana stores, the Indian retail

industry has finally begun to move towards modernization, systematization and

consolidation. Indias billion plus population and its changing lifestyle continue to

kindle the interest of major retail chains.

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.

Rated the fifth most attractive emerging retail market, India is being seen as a potential

goldmine. It has been ranked 2nd in a Global Retail Development Index of 30 developing

countries drawn up by A T Kearney. The list was developed as a response to requests

from retail chains facing saturated demand in most western markets.

India's vast middle class and its almost untapped retail industry are key attractions for

global retail giants wanting to enter newer markets.

In the last decade or so, the much oppressed Indian consumer has undergone a sea

change. Consumer Revolution in India can be studied by analyzing the different

parameters of the Indian consumer.

Changing Income Profile:

The key global trend in the retail industry is the change in the consumers mindset.

Unlike in the past where consumers had largely physical stores to walk-in and shop from,

todays consumers are demanding the freedom to decide the channel of transaction. As

higher incomes generate additional spending and as the consumer experience his/her



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freedom of expression in a liberalized world, the broad contours of the retail market have

changed significantly.

420 million people (90 million families) expected to be added in the middle and upper

middle income groups by FY 2009.

Changing Age Profile:

Household Income class( Annual Income )

Number of Household (millions) and(% of Population)

FY 1996 FY 2002 FY 2006 FY 2009

"RICH" :

(> INR 5 Lacs) CAGR: 15%

1.2 0.8% 2.6 1.5% 5.2 2.6% 7.0 3.3%

"UPPER MIDDLE" :

(INR 3 - 5 Lacs) CAGR: 10%32.5 19.7% 46.4 25.6% 75.5 37.9% 91.0 42.7%

"MIDDLE" :(INR 13 Lacs) CAGR: 2%54.1 32.8% 74.4 41.2% 81.7 41.1% 85.0 39.9%

"LOWER" :

(< INR 1 Lacs) CAGR: -8%77.0 46.7% 57.2 31.7% 36.7 18.4% 30.0 14.1%

0

20

40

60

80

100

No,of

Households

(millions)

FY 1996 FY 2002 FY 2006 FY 2009

Rich

Upper Middle

Middle

Lower



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This determinant is going to be very important for the growth prospect of Indian retail

sector. With an estimated population of around 1.08 billion, the major lucrative point

from retailers perspective is the rapid increase in the proportion of people in the

consuming age group of 15-45.

A study shows that there should be a big surge in the 15-45 age group up from 210

million (25% of the total population) in 1991 to a projected 600 million by 2010.

This demographic shift in favor of younger people can be a harbinger of increased

urbanization, and could raise the consumption of branded and aspirational products.

Organized Retailing In India:

The retail market is highly fragmented and is dominated by the innumerous, independent,

owner managed shops. The modern day consumer is in the process of getting exposed to

the organized version of retail. What distinguishes organized retailers is the presence in

multiple locations and their ability to extract huge concessions from the manufacturers

because of economies of scale.

Establishment of international quality formats modified to suit Indian behavior,

improvement in retail processes and a turnaround in the operation of some existing

retailers have contributed to the development of organized retailing.

Organized retail, at present comprises merely 4.6 per cent of the total market in

India.

Organized retailing is projected to growth to grow at the rate of about 37 per cent

in 2007 and 42 per cent in 2008. Organized retail in India has the potential to add

over INR 2,000 billion ($ 45 billion) business by the Year 2010 a figure that

appears quite small if one were to compare the extent of the total market.

If this growth is sustained, the share of organized retailing should rise to 6% to

10% by the end of this decade.



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Current Composition of Organized retail 2007 (in Percentage)

(Market size: Rs.55,000 Crore at current prices)

Malls: The new face of retail

The selling format that has really transformed the retail landscape and consumer attitude

towards shopping is the Malls. The malls are coming up keeping in mind diverse

consumer needs. A class of retail property that has mushroomed over the last few years is

the family entertainment center, which consists of a large entertainment component-

multiplex with quite a few eating-places and some retail outlets. Under Malls there is

development of horde of new formats including mass merchandisers, hypermarkets,

supermarkets, factory outlets, discounters, convenience stores etc.

From just 3 malls in 2000, India is all set to have over 220 malls in different stages of

planning, design and construction by end of 2005. In India, 100 mn sq ft of quality

shopping centre space by 2007-08.In India 100 hypermarkets, 500 departments store and

2000 supermarkets. Over 10,000 small and big existing outlets to undergo complete

3

9 3 3 9

12

3

7

7

3

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39

Food & GroceryApparel

Books & MusicConsumer DurablesJewellery

WatchesFootwearHealth&Beauty

Pharmaceuticalsmobilephone

FurnitureCateringEntertainment



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facelife In most malls in the country almost 30% of the space is allotted to the apparel

sector while around 12%-20% of the available space goes to food & beverages.

Indias first true shopping mall complete with food courts, recreation facilities and large

car parking spacewas Crossroads inaugurated as lately as in 1999 in Mumbai. But

now, some malls are being developed as part of a large residential development where the

idea is to provide total quality lifestyle with residential, retail and office space as part of an

integrated development.

Challenges In Retailing:

Foreign Direct Investment:

FDI in retail in India, which has been recommended (to the extent of 51 per cent) by

ICRIER, a New Delhi-based policy research group, is under the consideration of the

Union Government. Indias retail industry being dominated by the unorganized sector,

there is a threat that FDI could adversely affect the small retailers. Also, the threat

increases if report of the UK Competition Commission is to be believed, which says

thousands of retail jobs were lost on the entry of hypermarkets through FDI in retail in

the UK.

As per Images Handbook 2006, employment in retail is 2nd largest after agriculture

pegged at around 8% of Indias total employment, dominated by supermarkets and

hypermarkets. Therefore FDI will throw up huge employment opportunities. Retail can

create many new jobs in different sectors like BPO, Tourism & hospitality, etc. FDI will

radically and favorably impact the value creation and modernization of India's retail

sector.

The think-tank has suggested that any opening up of FDI in retail should be gradual (3-5

years) to give the domestic industry enough time to adjust to the changes and to cope up

with competition from Wal-Marts and Carrefours of the world.



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Real Estate of Retail Industry:

Real estate costs are high in India and it is also not easy to find a suitable property for a

large format retail store. Usually, spaces in malls are given out on lease rentals and never

sold upright. The rates are highly speculative in nature. The demand is very high for good

locations as there is unbelievable business and their turnaround is tremendous.

Legislation and Supply Chain Management:

Different sales tax rates across states make supply chain management a difficult task for

retailers. Multiple point octroi is levied in some locations. High import duties reduce the

product choices available to the end consumer. However restrictions on imports are

gradually being reduced.

Size of the retail distribution network:

In terms of number of retail outlets, India ranks highest in the world with around 12

million outlets across the country. The excellent network of retail outlets is going to be

one of the principle driving forces behind the growth of the retail industry.

On the other hand, the per capita retail space is among the lowest in the world at 2 sq ft.

per person as opposed to 16 sq ft. per person in the US.

This fragmented nature of retail space seems to indicate a tremendous opportunity for

Indian retail to organize and reap the benefits of economies of scale.

The Price-sensitive Consumer:

The Indian consumers are price-sensitive and bargain-driven. Prices of branded products

are uniform throughout the country. Unbranded products or lesser-known brands offer a

very large margin to retailers, thereby allowing them to offer discount.

Brand Competition:

The Indian urban consumers are value conscious. Many brands have established

themselves strongly over years. Despite the absence of an international retail chain,

international brands have edged out local competition by focusing on economies of scale.



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OBJECTIVES

Primary Objectives:

To determine a competitive analysis based on the customer perception.

Secondary Obectives:

Finding what the customer actually looks for in a store especially market.

Study of current consumer tastes & attitudes towards a store.

Finding for completely satisfying store from pantaloon to consumers.

SCOPE OF THE PROJECT

The scope of project was limited to find out measure competitors market share andconsumer behavior in selected region and understand various factors affecting thecustomer choice while shopping.



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COMPANY PROFILE

Introduction:

Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retailformats in both the value and lifestyle segment of the Indian consumer marker.Headquartered in Mumbai (Bombay), the company operates over 5 million square feet ofretail space, has over 350 stores across 40 cities in India and employs over 18,000 people.

The companys leading formats include Pantaloons, a chain of fashion outlets, BigBazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blendsthe look, touch and feel of Indian bazaars with aspects of modern retail like choice,convenience and quality and Central, a chain of seamless destination malls. Some of its

other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station,aLL, Top 10, mBazaar and Star and Sitara. The company also operates an online portal,futurebazaar.com.

The first Pantaloons was opened in Gariahat in 1997. Over the years, it has undergoneseveral transitions. 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 introducedits own private brands. Initially positioned as a family store, it finally veered towardsbecoming a fashion store with an emphasis on 'youth' and clear focus on freshfashion.

Today, the fashion store extends to almost all the major cities across thecountry. Pantaloons has established its presence with stores not just in the metros, butalso in smaller towns.

Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by theUS-based National Retail Federation (NRF) and the Emerging Market Retailer of theYear 2007 at the World Retail Congress held in Barcelona.

Pantaloon Retail is the flagship company of Future Group, a business group catering tothe entire Indian consumption space.

Culture:

At Pantaloon, Empowerment is what you acquire and Freedom at Work is what you get.We believe our most valuable assets are our People. Young in spirit, adventurous inaction, with an average age of 27 years, our skilled & qualified professionals work in anenvironment where change is the only constant.



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Powered by the desire to create path-breaking practices and held together by values, workin this people intensive industry is driven by softer issues. In our world, making adifference to Customers lives is a Passion and performance is the key that makes itpossible. Out of the Box thinking has become a way of life at Pantaloon and living withthe change, a habit.

Leadership is a value that is followed by one and all at Pantaloon. Leadership is thequality that motivates us to never stop learning, stretching to reach the next challenge,knowing that we will be rewarded along the way. In the quest of creating an Indian modelof retailing, Pantaloon has taken initiatives to launch many retail formats that have cometo serve as a benchmark in the industry. Believing in leadership has given us theoptimism to change and be successful at it. We do not predict the future, but create it.

At Pantaloon you will get an opportunity to handle multiple responsibilities, and therein,the grooming to play a larger role in the future. Work is a unique mix of preserving ourcore Indian values and yet providing customers with a service, on par with international

standards.

At Pantaloon you will work with some of the brightest people from different spheres ofindustry. We believe its a place where you can live your dreams and pursue a career thatreflects your skills and passions.

Board of Directors:

Mr. Kishore Biyani, Managing Director

Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the

Group Chief Executive Officer of Future Group.

Mr. Gopikishan Biyani, Wholetime Director

Mr. Rakesh Biyani, Wholetime Director

Mr. Ved Prakash Arya, Director

Mr. Shailesh Haribhakti, Independent Director

Mr. S Doreswamy, Independent Directo

Dr. D O Koshy, Independent Director

Ms. Anju Poddar, Independent Director

Ms. Bala Deshpande, Independent Director

Mr. Anil Harish, Independent Director



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Corporate Statement:

Future Group Manifesto

Future the word which signifies optimism, growth, achievement, strength, beauty,rewards and perfection. Future encourages us to explore areas yet unexplored, write rulesyet unwritten; create new opportunities and new successes. To strive for a glorious futurebrings to us our strength, our ability to learn, unlearn and re-learn, our ability to evolve.

We, in Future Group, will not wait for the Future to unfold itself but create futurescenarios in the consumer space and facilitate consumption because consumption isdevelopment. Thereby, we will effect socio-economic development for our customers,employees, shareholders, associates and partners.

Our customers will not just get what they need, but also get them where, how and whenthey need.

We will not just post satisfactory results, we will write success stories.

We will not just operate efficiently in the Indian economy, we will evolve it.

We will not just spot trends, we will set trends by marrying our understanding of theIndian consumer to their needs of tomorrow.

It is this understanding that has helped us succeed. And it is this that will help us succeedin the Future. We shall keep relearning. And in this process, do just one thing.

Rewrite Rules. Retain Values.

Group Vision:

Future Group shall deliver Everything, Everywhere, Everytime for Every IndianConsumer 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 leading to economic

development.

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

consumption affordable for all customer segmentsfor classes and for masses.



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We shall infuse Indian brands with confidence and renewed ambition.

We shall be efficient, cost- conscious and committed to quality 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.

Core Values:

Indianness: confidence in ourselves.

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

Adaptability: to be flexible and adaptable, to meet challenges.

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

Awards & Recognition:

2007

National Retail Federation AwardsInternational Retailer for the Year 2007Pantaloon Retail (India) Ltd

World Retail Congress AwardsEmerging Market Retailer of the Year 2007Pantaloon Retail (India) Ltd

Hewitt Best Employers 2007Best Employers in India (Rank 14th)Pantaloon Retail (India) Ltd

PC World Indian Website AwardsBest Indian Website In The Shopping Category - Futurebazaar.com

Readers Digest Trusted Brands Platinum AwardsTrusted Brands Platinum Award (Supermarket Category)Big Bazaar



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2006

Retail Asia Pacific Top 500 Awards

Asia Pacific Best of the Best RetailersPantaloon Retail (India) LtdBest Retailer in IndiaPantaloon Retail (India) Ltd

Asiamoney AwardsBest Managed Company in India (Mid-cap)Pantaloon retail (India) Ltd.

Ernst & Young Entrepreneur of the Year Award Ernst & Young Entrepreneur of the Year (Services)Kishore Biyani

CNBC Indian Business Leaders AwardsThe First Generation Entrepreneur of the YearKishore Biyani

Images Retail AwardsBest Value Retail StoreBig BazaarBest Retail DestinationBig BazaarBest Food & Grocery StoreFood BazaarRetail Face of the YearKishore Biyani

Readers Digest AwardsPlatinum Trusted Brand Award - Big Bazaar

CNBC Awaaz Consumer Awards

Most Preferred Large Food & Grocery SupermarketBig Bazaar

Reid & Taylor Awards for Retail Excellence

Retail Entrepreneur of the YearKishore Biyani

Product Range:

Mens wear

Winter wear

Womens wear

Footwear

Fashion accessories



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Competitors:

Shoppers stop

Westside

Lifestyle

RPG Retail (Foodworld, Musicworld)

Crossword

Wills Lifestyle

Globus

Piramals (Piramyd & Crossword)

Ebony Retail Holdings Ltd.

Reliance Fresh

More



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THEORETICAL BACKGROUND

RETAIL MANAGEMENT

What is retailing?

Retailing includes all the activities involved in selling goods or services directly to final

consumers for their personal, nonbusiness use. A Retailer or Retail store is any business

enterprise whose sell volume comes primarily from retailing.

Type of Retailers:

Retail organization exhibit great variety and new form keep emerging. Several

classifications have been proposed. For our purposes, we will discuss store retailing,

nonstore retailing, and retail organizations.

Store Retailing:

Consumers today can shop for goods and services in a wide variety of store. The most

important retail store types, many of which are found in most countries, fall in eight

categories:

Specialty store

Department store

Supermarkets

Convenience store

Discount store

Off price retailers

Superstore

Catalog showroom



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Specialty store:

Carry a narrow product line with a deep assortment within that line.

Department store:

Carry several product lines typically clothing, home furnishing, and household goods

with each line operated as a separate department managed by specialist buyers or

merchandisers.

Supermarkets:

Relatively large , low cost, low margin, high volume, self service operations design to

serve the consumers total needs for food, laundry, and household maintenance product.

Convenience store:

Relatively small store that are located near residential areas, are open long hour seven

days a week, and carry a limited line of high turnover convenience product.

Discount store:

Sell standard merchandise at lower price by accepting lower margin and selling higher

volumes.

Off-price Retailers:

Buy at less than regular wholesale price and charge consumer less than retail.

Superstores:

Average 35000 square feet of selling space and have traditionally aimed at meeting

consumers total needs for routinely purchase food and non food items.



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Catalog showrooms:

Sell a broad selection of high markup, fast moving, brand name goods at discount prices.

What is retail strategy?

A retail strategy is an overall plan or framework of action that guides a retailer. Without

pre-defined and well-integrated strategy the firm may flounder and be unable to cope

with the environment that surrounds it.

Elements of a retail strategy:

1Situation analysis

It means:

Defining and adhering to an organizational mission i.e. what is the firms attitude to

consumers, employee, competitors, government and others.

Evaluating ownership and management option i.e. whether to operate as a sole

proprietorship a partnership or a corporation as well as whether to start a new

business, to buy an existing business or to become a franchisee.

Outlining goods/service category o be sold i.e. in what line of business should a retail

firm operate?

2Objectives:

These are the goals, long run and short run, that a retailer hopes to attain. These goals are

sales (including growth, stability and market share) profit (including level, return on

investment and efficiency) satisfaction of public (including stock holders and consumers)



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and image (including customer and perception). The statement of clear objectives help to

mould a strategy and translate the company mission into action.

3 - Identification of customer:

The retailer must identify the characteristics and needs of customers. The customer group

that a retailer seeks to attract and satisfy is called the target market. In selecting it targe

market, a retailer may use one of the three techniques: selling goods and services to broad

spectrum of customers, the mass market, zeroing in on one specific group, a market

segment are aiming at two or more distinct consumer groups, multiple segments.

4 - Overall strategy:

This strategy involves two components:

Controllable variables that is those aspects of business that the retailer can directly affect

(such as choosing a store location, management of business, merchandise management

and pricing and communicating with the customer).

Uncontrollable variables that is those aspect of business to which the retailer must adopt

(such as customers needs, competition, technological changes, economic conditions,seasonal changes, legal restrictions).

5 - Specific activities:

These actions are known as tactics and encompass a retailers daily and short term

operation. They must be responsive to the uncontrollable environment (like use of

research while deciding the store location, proper planning for merchandise, various

promotional etc.) activities.

6Control:



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In this phase a semi annual or annual review of the company should take place, with the

strategy and tactics that have been developed and implemented being evaluated against

the business i.e.

Mission, Objectives and Target Market of the fir

CONSUMER BEHAVIOR:

What is consumer behavior?

The ways in which consumers buy and use products.Typical metrics: purchase frequency,

loyalty/retention, assortment/range of different products purchased from company.

The aim of marketing is to meet and satisfy target consumers needs and wants. The field

of consumer behavior studies how individual, groups, services, ideas, or experience to

satisfy there needs and desires.

Consumer behavior has been always of great interest to marketers. The knowledge of

Consumer behavior helps the marketer to understand how consumers think, feel and

select

From alternatives like products, brands and the like and how the consumers areinfluenced by their environment, the reference groups, family, and salespersons and so

on. A consumers buying behavior is influenced by cultural, social, personal and

psychological factors. Most of these factors are uncontrollable and beyond the hands of

marketers but they have to be considered while trying to understand the complex

behavior of the consumers. In this study, the researcher emphasizes the importance of

lifestyle and its impact on the buyer behavior. The main purpose of this study is to

empirically examine the association between the consumers general life styles and their

consumption pattern. It uses the generalized lifestyle basis in order to investigate the

relationship between life style consumption pattern and brand choice behavior .In this

study, Wells and Triggers activities, interests and opinion measure (AIO) was adopted

to operationally measure a persons lifestyle pattern. The impact of the factors like the

influencers, the sources of information and the product attributes on the purchase



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decision of the respondents was analyzed. The brand preferences exhibited by the

respondents of different lifestyle was examined .From the study it was concluded that

consumers often choose products, services and activities over other because they are

associated with a certain lifestyle. The products are the buildings blocks of lifestyle,

marketers should therefore, have a complete idea of these changing lifestyles so as to

segment them and position their products successfully

Key Words: Lifestyle, Purchase Decision, Product Attributes, Brand Preference.



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RESEARCH METHODOLOGY

Market Research is defined as a systematic gathering, recording and analysis of the data

concerned with an objective. This whole activity is divided in to various parts & aftercompilation of that we reach at certain findings, which enable us to take marketingdecision.

It involves the diagnosis of information needed and the selection of relevant andinterrelated variables.

Project Title:

Consumer Behavior and Competitive Analysis

The project was conducted to determine the Consumer Behavior which helped to throwlight on competitors. This will gives us an idea about the current market scenario andwhat exactly attracts a customer towards a store.



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Research Design:

A research design is the specification of method and procedure or acquiring informationneeded. According to my research design I have performed the following steps in theproject.

Steps:

1. To decide the objective of research.

2. To determine the most suitable method of research.

3. To determine the source of data.

4. To decide the appropriate instrument for data collection.

5.

To determine the suitable sampling design & sample design.

6. To conduct the field survey for data collection.

7. To process and analyze data.

8. To prepare the research report.

Data source:

In this study both primary as well as secondary data is collected for project.

Primary data:

It is that data which is collected at fist hand either by researcher or someone else

especially for the purpose of study.

Here I collected the data from the target segment through questionnaire i.e. from

consumers, the common people who have visited a store.

Method of data collection:

Survey method

Secondary data:

It refers to any data which have been gathered earlier for some other purpose.

Here the secondary data was collected from the following sources:

Journals and magazines

Internet (related websites)

Text books



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Research type:

I have used the descriptive method. It is a specification of method and procedures for

acquiring the information needed to solve the problems. It is an overall pattern or

framework of the project that stipulates what information is to be collected from which

source and by what procedure.

Research Instrument:

The tool used for data collection was Structured Questionnaire which was designed

keeping the objective in mind. Some direct questions were asked to respondent.

Sampling plan:

Sample Universe:

Our sample population was places near Sitabuldi, Dharampeth, Sadar, Vardhaman nagar.

Sample Unit:

Men and Women who visited store often or occasionally.

Area:

Area Under study was restricted to Nagpur.

Sampling technique:

Convenience sampling



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Sampling size:

Sample size taken by us was 200 people.

Contact method:

Contact method used in the survey was Personal Interview.



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DATA ANALYSIS

1)

Where do you prefer to shop?

Response

20%

35%

35%

10%

Sitabuldi

Dharampeth

Sadar

Vardhaman nagar

Interpretation:

Maximum number of respondents like going to Dharampheth because of no of store over

there, it will connect and also they find Dharampeth good place to chill and hangout.

Location Sitabuldi Dharampeth Sadar Vardhaman

nagar

Response 71 70 40 19



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2) What comes to your mind when you think of store?

Interpretation:

From above graph we can analyze that when opening a new store it should be a Shoppingdestination which should have entertainment store. This entire package is referred to asShoppertainment which means shopping + Entertainment under one roof.

Reason to visit

a store

Shopping Entertainment Hangout Others

No. of

Respondents 64 54 40 39

No. of Respondent

20%

20%

27%

33% Shopping

Entertainment

Hangout

Others



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3) Would you like to visit a store with.

Type of

store

Food court Movie

theatres

Kids zone Book store All

No. ofRespondents

35 22 40 74 29

No. of Respondents

20%36%

15% 18%

11%

Food court

Movie theatres

Kids zone

Book store

All

Interpretation:

It is clear from above analysis that a store with book store is preferred the most byconsumer since he/she can spend more time in such store. So it is better to open a storewith a book store.



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4) Which store do you visit the most?

Store Pantaloon Piramyd Apana bazar Westside

No. of

Respondents

66 43 54 37

No.of Respondent54

3743

66

0

20

40

60

80

Pantaloon Piramyd Apana

bazar

Westside

East

Interpretation:

It has been found that most of the people like to go to Pantaloon, followed by Apanabazar.



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5) What attracts you to this store?

Attraction to

Store

Location Variety of

brand

Price

range

Ambience Convenience Offers/

DiscountsNo. of

Respondents32 32 34 18 28 56

Response

32

3256

28

18

34

0

10

20

30

40

50

60

Location

Varietyof

brand

Pricerange

Ambience

Convenience

Offers/

Discounts

Column 2

Interpretation:

After going through above data we can interpret that Offers and discount are the majorreasons which attract customers to a store, then comes price range and location, so weshould try to give more offers and discount which attract to all.



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6) How frequently do you visit this store in a month?

Freq. visit Once Twice Thrice Occasionally

No. ofRespondents

58 106 24 12

No.of Respondents

12%6%

29%

53%

Once

Twice

Thrice

Occasionally

Interpretation:

Out 200 customers studied maximum portion (53%) of the customers are coming for

shopping twice in a week or more. It means shopping is a usual habit of a customer.



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7) Which day you prefer for shopping?

Prefer days Weekdays Weekends

No. of Respondents 63 137

137

63

0

2040

60

80

100

120

140

160

Weekdays Weekends

East

West

North

Intepretation:

Out of the sample collected 137 preferred for shopping in the weekends and the rest go

for weekdays



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8) Which time do you like to go for shopping?

No. of Respondents

27%

41%32% Morning

Afternoon

Evening

Interpretation:

Maximum portion (41%) of the sample preferred shopping in the peak hrs that is 5pm

9pm.

Time Morning Afternoon Evening

No. ofRespondents

63 54 83



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9) With whom do you normally go for shopping?

No. of Respondents

21%

11%

9%

26%

21%

10% 2% Alone

wife

Parents

Friends

Husband

Kids

Colleagues

Interpretation:

Most of the sample (26%) do shopping with their friends, next big portion (21%) use to

go for shopping with their husbands and individually.

With Alone wife Parents Friends Husband Kids Colleagues

No. ofRespondents

42 22 18 52 42 20 4



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10) Whom do you normally shop for?

Shop for Own Family Relatives Friends Others

No. ofRespondents

78 46 28 48 00

No.of Respondents

0%

39%

23%14%

24% OwnFamily

Relatives

Friends

Others

Interpretation:

Most of the customers (39%) do shopping for their own, friends and family



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11) How much time do you normally spend in store?

Hours Spend One Two Three >Three

No. ofRespondents

22 64 88 26

No. of Respondents

44%

13% 11%

32%

One

Two

Three


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12) Do you make preplan about shopping?

No.of Respondents

74%

26%

Yes

No

Interpretation:

After going through above data we can interpret that most of the respondents madepreplan before shopping.

Preplan Yes No

No. of Respondents 148 52



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13) What is your average expenditure for shopping/month?

No. of Respondents

48

62

34

16

40

0

10

20

30

40

50

60

70

>Rs.1000

Rs.1001

-

3000

Rs.3001

-

6000

AboveRs

.

6001

Cantsay

East

Interpretation:

After going through above data we can interpret that most of the respondents arespending there money on shopping in between Rs.1001-3000 followed by less than

Rs.1000/month.

Expenditure < Rs.1000 Rs. 1001-3000

Rs.3001-6000 Above Rs.6001

Cant say

No. ofRespondents

48 62 34 16 40



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15) What do you expect from store merchandise?

No. of Respondents

39%

31%

20%

10%

Variety

Quality

Latest trends &

Fashion

All the above

Interpretation:

After going through above data we can interpret that most of the respondents are expectvariety and quality from store merchandise.

Expectation Variety Quality Latest trends &

Fashion

All the above

No. ofRespondents

78 62 20 40



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Comparison between Pantaloon, Piramyd, Apana bazar and Westside:

Quality of merchandise:

Grade Excellent Good Fair Poor


pantaloon

8%

42%40%

10%

Excellent

Good

Fair

Poor



Piramyd

18%

44%

32%

6%

Excellen

tGood

Fair



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40



Apana Bazar

4%

50%36%

10%

Excellent

Good

Fair

Poor



Westside

14%

46%

36%

4%

Excellent

Good

Fair

Poor

Interpretation:

Sample says that the quality of merchandise is good in Piramyd which has very closecompetition with Westside followed by pantaloon and Apana bazar in the total samplecollected.



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Variety of merchandise:



Pantaloon

4%18%

64%

14%

Excellent

Good

Fair

Poor



Piramyd

16%

40%

40%

4%

Excellent

Good

Fair

Poor



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Apana bazar

30%

60%

10% 0%

Excellent

Good

Fair

Poor



Westside

20%

68%

8%4%

Excellent

Good

Fair

Poor

Interpretation:

Apana bazar is ahead of pantaloonAs the sample says Apana bazar has more varieties in terms of sizes, color, and designthan other stores.



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New trend and fashion in merchandise:



Grade Excellent Good Fair PoorRespondents 15 25 10 0

Piramyd

30%

50%

20%0%

Excellent

Good

Fair

Poor

Pantaloon

40%

40%

20%0%

Excellent

Good

Fair

Poor



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Westside

28%

44%

28%

0%

Excellent

Good

Fair

Poor

Interpretation:

Pantaloon stands at rank 1st

in this factor.Data from sample says that Pantaloon is most admired store in terms of latest fashion andstyle. As example Pantaloon has launched its summer series of Fresh Fashion

.Pantaloon is very much flexible in terms of latest style, design and colors.

Apana bazar

0%

84%

16%0%

Excellent

Good

Fair

Poor



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Customer relationship management:





Piramyd

16%

60%

20%

4%

Excellent

Good

Fair

Poor

Pantaloon

36%

50%

14% 0%

Excellent

Good

Fair

Poor



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Apana bazar

0%

70%

20%

10%

Excellent

Good

Fair

Poor



Westside

20%

60%

20%0%

ExcellentGood

Fair

Poor

Interpretation:

Pantaloon is in the rank 1st in this factor.Pantaloon has been appreciated a lot by the customers as compared to others.



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Service from staff:



Pantaloon

40%

56%

4% 0%

Excellent

Good

Fair

Poor

Piramyd

20%

40%

40%

0%

Excellent

Good

Fair

Poor





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Apana bazar

20%

50%

30%

0%

Excellent

Good

Fair

Poor

Westside

20%

56%

24%

0%

Excellent

Good

Fair

Poor

Interpretation:

Pantaloon is in the rank 1st

in this factor.

Pantaloons staff has give good service to the customer by the help of there goodcommunication so that they are ahead from Piramyd, Apana bazar and Westside.







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Parking and security:

Pantaloon

64%

16%

20%0%

Excellent

Good

Fair

Poor

Piramyd

36%

40%

24%0%

Excellent

Good

Fair

Poor







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50

Apana bazar

13%

17%

57%

13%

Excellent

Good

Fair

Poor

Westside

10%

60%

20%

10%

Excellent

Good

Fair

Poor

Interpretation:


in this factor.Pantaloon has very wide space for parking so that it is ahead from other competitors inthis factor.







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Ambience:

Pantaloon

10%

60%

30%

0%

Excellent

Good

Fair

Poor

Piramyd

10%

50%

40%

0%

Excellent

Good

Fair

Poor







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Apana bazar

0%

67%

22%

11%

Excellent

Good

Fair

Poor

Westside

36%

50%

14% 0%

Excellent

Good

Fair

Poor

Interpretation:

Westside is in the rank 1st

in this factor.Westside has much more outer space on its wall to place big hoarding and displays so

That it results in much proper visibility to common public.







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Billing process:

Pantaloon

40%

50%

10% 0%

Excellent

Good

Fair

Poor

Piramyd

0%

40%

50%

10%

Excellent

Good

Fair

Poor







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Apana bazar

4%

70%

20%

6%

Excellent

Good

Fair

Poor

Westside

20%

50%

30%

0%

Excellent

Good

Fair

Poor

Interpretation:


in this factor.

Data from sample says that Pantaloon has different billing counter for each department sothat it is ahead than its competitor in this factor.







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Sinages & Advertisement:

Pantaloon

30%

50%

20%0%

Excellent

Good

Fair

Poor

Piramyd

16%

64%

20%0%

Excellent

Good

Fair

Poor







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Apana bazar

0%

70%

20%

10%

Excellent

Good

Fair

Poor

Westside

20%

60%

20%0%

ExcellentGood

Fair

Poor

Interpretation:

Pantaloon is ahead of Piramyd, Apana bazar and Westside in this factor.

Communication by signage in PANTALOON is much better than others because of itslarger and contrasting hoarding and signage, which has more visibility than in Piramyd,Apana bazar and Westside.







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Offers & Discount:

Pantaloon

50%

40%

10% 0%

Excellent

Good

Fair

Poor

Piramyd

10%

40%

50%

0%

Excellent

Good

Fair

Poor







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Apana bazar

20%

40%

40%

0%

Excellent

Good

Fair

Poor

Westside

10%

60%

30%

0%

Excellent

Good

Fair

Poor

Interpretation:

Pantaloon is ahead of Piramyd, Apana bazar and Westside in this factor.Pantaloon is very much flexible in terms of marketing promotion, offers, and events. Itmakes changes according to the changing scenario. Seasonal promotions such as summerseries and winter series have affected in increased demand of its product and increasedsales.







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AS THE ABOVE FACTORS SHOWS US CLEARLY THAT THERE IS A VERY

CLOSE COMPETITION BETWEEN PANTALOON, PIRAMYD, APANA BAZAR

AND WESTSIDE. IN FEW FACTORS SUCH AS CUSTOMER RELATIONSHIP

MANAGEMENT AMBIENCE, NEW TREND AND FASHION IN

MERCHANDISE BILLING PROCESS SINAGE AND ADVERTISEMENT

OFFERS AND DISCOUNTS PANTALOON IS MUCH AHEAD OF PIRAMYD,

APANA BAZAR AND WESTSIDE.SO THIS IS THE MAIN REASON WHY

PANTALOON STANDS FIRST RANK IN OUR TOTAL SAMPLE COLLECTED.



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FINDINGS

Maximum number of respondent like going to Sitabuldi for shopping because of

number of store over there, its well connected and also they find Sitabuldi as

good place to relax and hangout.

From analysis we find that a store with variety of brand as well as new fashion is

preferred the most by consumer since he/she can compare the brand quality.

It has been found that most of the people in Nagpur like going to Pantaloon

followed by Apana bazaar.

Most of the respondent prefered going to a store twice in a month.

Most of the respondentsprefered to shop in pantaloon because of offers and

discount.

Most of the respondents are expect variety and quality from store merchandise.

It is found that most of the respondents are spending there money on shopping inbetween Rs.1001-3000 followed by less than Rs.1000/month.

It is found that most of the respondents made preplan before shopping.

It is found that most of the respondents preferred shopping in the peak hrs that is

5pm9pm.

Most of the respondents preferred for shopping in the weekends mostly in the

Saturdays and Sundays.



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It is found that majority of customers are coming for shopping twice in a week or

more. It means shopping is a usual habit of a customer.

It is very clear from above analysis that a store with book store is preferred the

most by consumer since he/she can spend more time in such store.

Most of the respondents were found that they preferred to shop with friend.

From analysis we find that most of the customer preferred to shop for own.



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LIMITATIONS OF THE PROJECT

Limited response from respondent response may not reveal the accurate picture as

accurate data was not revealed by the respective respondents.

Time constraint was our first limitation because of which we could not study the

whole Nagpur market.

We have restricted our sample size to 200 because most of the people give wrong

information.

Respondent were not giving much though to questions though we have honesty

and sincerely tried to present the facts and figures but because of some non

responses errors still might have cropped level.



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CONCLUSION

As we know in the present scenario there is a cutthroat competition in the retail market.

The only way to survive in the market is to attract the customers more and more and to

provide the best services available in the market. As it is discussed in this project about

all the factors that are responsible for a positive attitude of a consumer to move to a

particular shopping mall or a particular department store. New competitors are entering in

to the Indian market. Competitors such as Shoppers stop, Piramyd, Westside are trying to

create new ideas and implementation of them in order to attract the customers attention.

So consumer behavior and consumers reaction is an important factor, which must be

taken into consideration by every retailer. Factors such as service, ambience, availability

of merchandising, variety of merchandising, latest trends and fashion are the main factors

which directs a customer to choose a particular department store for his/her shopping. In

this research it has been found that even if one factor is missing in a particular store then

the customer reacts very strongly. So its a must for every retailer to take care of every

factor delicately to retain their loyal customers and attract new customers.



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RECOMMENDATIONS

The trend today has been to combine shopping with various offering. Take a mall for

example, apart from shopping there are food court, cinema theaters, and even in some, an

amusement centre for children. Shopping has made people spend not just on their

requirements of good to be bought but to look on the totality of the experience have a

quick bite at Mc Donalds in the mall or 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 venders get to have people patronized

there offerings. While the shopping experience i.e. being enhanced, more business is got

by the store at the venue. Shopping is no longer a one time agenda for people. Variousoptions are opening up.

Shopping has become a more whole some experience today and the segment which

Feels the need for the add-on offering is not complaining.

It was seen that, kurta section was the one where majority of the female customers

were stressing on the limited variety. Concentration on this section will

simultaneously help us to tackle the increasing competition from Westside in theWomen Indian wear.

In the Mens section, stock and varieties in T-Shirts has to be increased. For instance,

full-sleeves T-Shirts. Also introducing new brands in this section is required.

During the research period there were cases where customer has selected the design

and pattern, but end-up without buying it due to non-availability of the required size.

This problem can be solved till some extent if we immediately check for the required

size at our other stores.

New collections in Party wear have to be added in both Men and Women section.

Unavailability of colors was the main issue in the Party wear section.



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More frequent promotional activities are to be conducted in the store. During the

research period it was known that many people were not aware about the available

offers at the store.

Innovation at regular interval required not only in products but also in customer

services.

Merchandise for all type of income levels should be available.

We should try to keep the customer loyal to us so that his or her visits to the store

increase or at least rewind them from switching to other store

Customer loyalty program is must for retaining the customer since acquiring a new

customer is five times more expensive then retaining an existing customer.

Ambience of the store should be different and attractive so that the customer feels at

ease each time he or she visits the store.

Skilled personnel are required.



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BIBLIOGRAPHY

Books referred:

Marketing Management by Philip Kotler

Marketing research by Dilip Sarvate

Website:

www.pantaloons.com

www.google.com

www.indiainfoline.com

www.search.com

www.retailindia.com

http://www.pantaloons.com/http://www.pantaloons.com/http://www.google.com/http://www.google.com/http://www.indiainfoline.com/http://www.indiainfoline.com/http://www.search.com/http://www.search.com/http://www.retailindia.com/http://www.retailindia.com/http://www.retailindia.com/http://www.search.com/http://www.indiainfoline.com/http://www.google.com/http://www.pantaloons.com/


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ANNEXURE

Questionnaire

Personal Details:-

Name: - Age: -

Sex: - Education: -

Occupation: - Income: -

Marital status: -

1) Where do you prefer to shop?

a) Sitabuldi b) Dharampethc) Sadar e) Vardhaman nagar

2) What comes to your mind when you think of a store?a) Shopping b) Entertainmentc) Hangout d) Others

3) Would you like to visit a store with..a) Food court/Restaurants b) Movie theatresc) Kids zone d) Book storee) All

4) Which store do you visit the most?a) Pantaloon b) Piramydc) Apana bazaar d) Westside

5) What attracts you to this store?a) Location b) Variety of brandsc) Price range d) Ambiencee) Convenience f) Offers/Discounts

6) How frequently do you visit this store in a month?

a) Once b) Twicec) Thrice d) Occasionally

7) Which day you prefer for shopping?a) Weekdays b) Weekends



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8) Which time do you like to go for shopping?a) Morning b) Afternoonc) Evening

9) With whom do you normally go for shopping?

a) Alone b) With wifec) With parents d) With friendse) With husband f) With kidsg) With colleagues

10) Whom do you normally shop for?a) For own b) Familyc) Relatives d) Friendse) Others

11)How much time do you normally spend in store?

a) One Hour b) Two Hoursc) Three Hours d) More than three

12)Do you make pre-plan about shopping?a) Yes b) No

13)What is your average expenditure for shopping/month?a) Less than Rs.1000 b) Rs.1001-3000c) Rs.3001-6000 d) Above Rs.6000e) Cant say

14) What do you expect from store merchandise?a) Variety b) Qualityc) Latest trends & fashion d) All the above

15) How do you rate following in this store?

Excellent Good Fair Poor

a) Quality of Merchandise

b) Variety of Merchandise

c) New trends & fashion in Merchandise

d) Customer relationship management

e) Services from staff

f) Parking & Security



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g) Ambience

h) Temperature

i) Billing process

j) Signages & advertisement.

k) Offers &Discounts


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