A

Research Project Report

On

“A Study of Customer Satisfaction in Apparel Outlet with Reference to

Pantaloon”
Submitted to

Dr. A.P.J. Abdul Kalam Technical University, Lucknow

For the partial fulfilment of

MASTER OF BUSINESS ADMINISTRATION

Batch 2018-2020

Submitted to- Prof. Alok Singh Submitted By- Prince Kashyap

Assistant Professor Roll No.1882070044

AKGIM, Ghaziabad MBA IV Sem

AJAY KUMAR GARG INSTITUTE OF MANAGEMENT

27th K.M Stone, NH—24, Delhi Hapur Bypass Road,
Adhyatmik Nagar, Ghaziabad- 201009

1
 DECLARATION

I, Prince Kashyap student of M.B.A. 2nd Year from Ajay Kumar Garg Institute of Management,

Ghaziabad, hereby declare that the project work entitled “A Study of Customer Satisfaction in

Apparel Outlet with Reference to Pantaloon” is carried out independently under guidance of Prof.

Alok Singh (Faculty Mentor).

This Project Report is submitted to the Ajay Kumar Garg Institute of Management, GHAZIABAD, in the

partial fulfilment of the requirements for the award of MBA. I further declare that this report is based on

the original Project study done by me.

Prince Kashyap

M.B.A. Batch: 2018-2020

Roll No. : 1882070044

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 ACKNOWLEDGEMENT

It is a great pleasure to have the opportunity to extend my warm welcome to everybody who helped me

through the successful completion of this project. I wish to express my sincere gratitude towards AKGIM

for giving me an opportunity to be a part of their esteemed organization and to work on this STPR

Project under their guidance. Completing this task is never a one-man effort. It is always a result of

inseparable contribution of a number of individuals in direct and indirect manner.

I would like to express my sincere thanks to Prof. Alok Singh (Faculty Mentor) for sparing her

valuable time, knowledge and technical know-how, including keen interest and guiding me at every stage

of this project.

Last but not the least; I thank all my family members for helping me throughout my project.

Thank you.

Prince Kashyap

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 TO WHOM SO EVER IT MAY CONCERN

This is to certify that work entitled “A Study of Customer Satisfaction in Apparel Outlet with

Reference to Pantaloon” is a Summer Training Project Report work done by “Prince Kashyap”

bearing Roll No. “1882070044” Under my supervision for partial fulfilment of Master of Business

Administration (MBA) at Ajay Kumar Garg Institute of Management, affiliated to Dr. A.P.J. Abdul

Kalam Technical University, U.P., Lucknow (Formerly Uttar Pradesh Technical University).

I wish her all the best for the future endeavours.

Prof. Alok Singh

Assistant Professor

AKGIM, Ghaziabad

S NO.
TOPIC PAGE NUMBER

4
 Executive Summary 6-7
1

Introduction 8-27
2

3 Literature Review 28-44

4 Research Objective(s) 45-46

5 Research Methodology 47-52

6 Data Analysis & Interpretation 53-71

7 Findings 72-73

Conclusion 74-76
8

Recommendations 77-79
9

Limitations of the Study 80-82

10

Bibliography 83-86
11

12 Appendix 87-92

TABLE OF CONTANT

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 Executive Summary

Executive Summary

This project report gives insights and highlights about the reason behind customers choosing and

purchasing apparels and various other accessories at Pantaloons, Rajkot. Pantaloons offer the deep

insights to the industry and as retail brand is one of the fastest growing player in the Indian industry.

For the completion of these project a survey was conducted a structured questionnaire was prepared and

sample size of 100was taken. Among them who were interviewed was housewives professionals and
6
even students. Though the sample size taken was small but it was varied to overcome all the odds. To

measure the response of the respondent on suitable scale in order to analyze them and interpret it a

structured questionnaire was prepared. This was primary data collection and secondary data collection

was done through company’s website.

Through survey a light was thrown on many factors that influence customer satisfaction such as

sales promotion, ambiance of the store, discount offers, Display etc. and reason for choosing

“PANTALOONS RETAIL” became visible.

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 INTRODUCTION

INTRODUCTION

Pantaloon Fashion Retail Limited, is India’s leading retailer that operates multiple retail formats in both

the value and lifestyle segments of the Indian consumer market. Headquartered in Mumbai and the
8
 company operates 12 million square feet of retail space. 1000 stores across &73 cities in india and

employees over 35000 people. Pantaloons is the among india’s largest chains of fashion stores.

Pantaloon Fresh Fashion, with its focus on ‘fresh look, feel and attitude’ Pantaloon offers, trendy and

hip collections that are in sync with the hopes and aspiration of discerning young and young -at- heart’

consumers. Pantaloon Fresh Fashion stores have presence with stores not just in Metros but also in

smaller towns. All stores have a wide variety of categories likes casual wear, ethnic wear, formal wears,

party wears and sports wears for Men, Women and kids. Pantaloons Fresh Fashion stands out as a

fashion trendsetter, on the lines of how fashion is followed internationally. This fresh fashion

destination allows customers to shop for the latest in fashion apparel and accessories through out the

year in an attractive and visually stimulating ambience .

TAKING a leaf out of Adam Smith’s Wealth of Nations, India may very aptly be described as a ‘nation

of shopkeepers’. With over 10 million retail outlets of varying sizes and sophistication, from the

neighborhood pan Walla (who often stocks some daily necessities) to the city-centre supermarket, India

might easily replace the Britain in Adam Smith’s definition. With the retail trade accounting for over 10

per cent of GDP and employing approximately 8 per cent of the workforce, that is about 25 million

people, this sector cannot be short-changed. And though organized retail accounts for a miniscule 2 per

cent of the total retail market in the country, projections hold wholesale promise.

RETAIL in India is undoubtedly a growth story. In various global rankings, India has emerged as one

of the most favoured retail destinations. The considerable investments made by large-scale domestic

and international players have accelerated the development of large, modern store chains gradually

superseding the 12 million or so traditional family-run retail outlets. Today, organized retail is

estimated to represent only about 5-7% of Indian retail and yet is estimated to grow to about a quarter

of sales in two to three years.

Organized, western-style retailing has brought with it efforts to effectively address the market and

retailers have been trying out a variety of product mixes and store formats—super markets, hyper

9
markets, malls etc. The early entrants have tried, occasionally erred and then tweaked their systems to

improve their business models. The time is right for Indian players to take advantage of this high growth

phase by leapfrogging the more gradual evolution of retail optimization seen overseas. By learning from

the most successful retailers in advanced economies, Indian retailers can benefit from the latest scientific

study of consumer behaviour.

It is essential to understand the need of the customer’s and to serve them better and to do so, management

should try and understand the key factors which are affecting the customers in making their buying

decisions. Satisfied Customers are the assets of the business concerns and Customer satisfaction is the

key factor in the formation of the consumers future purchase intentions. In order to gain loyalty of the

customers and to make sure there are repeat purchases it is necessary to satisfy and facilitate customers

with the value of the product.

The best way to find out the level of satisfaction of customers is to do survey on consumer using a

questionnaire through which management can get the idea about the changes that customers want and

can identify opportunities and monitor impact of the key factors. A satisfied customer will give their

favorable responses and positive experience to the other persons and a dissatisfied customer will

exaggerate about the negative experience. So the retailer must try to satisfy and delight them with the

service which enhances differentiation.

Although there are so many retail outlets even in the same area, however each of outlets has its own

image in the customer perception. Pantaloons attributes created distinctive image as the result of the

combination of several attributes performance within the mall. Based on the survey of urban shoppers,

the study analyzes the cognitive attributes of the shoppers towards attractiveness of pantaloons and

intensity of shopping. The results of the study reveal that ambiance of shopping malls assortment of

stores, sales promotions and comparative economic gains in the mall attract higher customer traffic to the

malls.

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 HISTORY OF ADITYA BIRLA GROUP

Aditya Birla Group (Aditya Birla is an Indian Based multinational conglomerate company. Aditya Birla consists

11
 of four main companies and they all are operating in Industrial sector through its joint Ventures and subsidiary

company, namely Aditya Birla Nuvo Ltd, Hindalco Industries Ltd, Ultra tech Cement Ltd, Idea Cellular Ltd. Etc.

It is offering services to various sector such as Non-ferrous metal, Cement, carbon Black, Chemicals, wind

Power, Insulators, mining, agribusiness, Ferro Chemicals, branded apparel, Viscose Filament Yarn, staple

Viscose Fibre. In addition to that Group is also engaged in offering Services to various sectors such as

telecommunication, information technology, retail and trading solutions financial services and BPO. The

company is led by Kumar Mangalam Birla, sons of Aditya Birla. The company is headquartered in Mumbai,

India. It is operating in 27 countries across the world.

Additional information:
PARTICULARS INFORMATION

Type of Company Public Company

Incorporated 1870

Employees 72000

Sales(2005) $5.79 billion

Stock Exchange India

Ticker Symbol BIR

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 ADITYA BIRLA TAKEOVER PANTALOON

Kishore Biyani-led Future Group said Aditya Birla Nuvo Ltd infused Rs 1,600 crore into its
flagship 'Pantaloons' and acquired a majority stake in the store chain, which will later be
demerged to be listed as a separate entity.

The group's flagship firm, Pantaloons Retail India Ltd (PRIL) currently operates the
'Pantaloons' chain of fashion apparel and accessories stores.

As a part of the deal between the two companies, the Pantaloons format will bedemerged
from PRIL, a listed entity on the BSE and National Stock Exchange.

"The demerged entity, subject to necessary and statutory approvals, will invite an investment
from Aditya Birla Nuvo Ltd (ABNL)," PRIL said in a statement.

ABNL will subscribe to debentures amounting to Rs 800 crore issued by PRIL and on
completion of the demerger process, the debentures will convert into equity in the demerged
entity of the Pantaloons format.

The proposed transaction is likely to be completed within eight to 10 months, subject to the
finalisation of the Scheme of Arrangement, due diligence and statutory and other requisite
approvals, the statement added.

Future Group continues to operate a number of retail chains including Pantaloons, Central,
Big Bazaar, Food Bazaar, Home Town and eZone and also has allied businesses in consumer
finance, life and non-life insurance, logistics infrastructure and supply chain and brand
development.

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 HISTORY

The company was incorporated as Peter England fashion and retail Ltd on April 2007 and obtained the

certificate of commencement of business on May 14 2007. The name of the company was changed to

“PANTALOON”

FASHION AND RETAIL LTD” on 23 APRIL 2013.Headquartered in Mumbai, the company

has over 1,000 stores across 73 cities in India and employs over 35,000 people, and as of 2010,

it was the country's largest listed retailer by market capitalization and revenue.

Pantaloons Fashion and Retail Limited, is a large Indian retailer, was a part of the Future Group

(now a part of ADITYA Birla), and operates in multiple retail formats in both, value and

lifestyle, segments of the Indian consumer market.

The Company's Products are being marketed under the brand name "PANTALOON" and

"BARE NECESSITIES" through a network of over 300 dealers spanning the Metro and Class l

cities in the country.

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The Company is promoted by Shri Kishore Biyani, friends and associates.

 1992 - The Company has successfully launched the "Pantaloons" Trousers, Shirts, Denims,

Sleep Suits and other ready-made garments.

 1997 - The Company has launched women's wear, children's wear and household products in

the last few months.

 2001 - Retail major Pantaloons has forged an alliance with Arvind Mills for the supply of

fabric and apparel for its in-house brands.

 2012 - Kishore Biyani’s Pantaloons Retail to be re-named as ‘Future Retail India Ltd’ post
demerger.

 With the chain of 71 fashion store in 35 cities and towns, pantaloons is constantly
extending its footprints into the rest of the modern India.

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 COMPANY PROFILE

“PANTALOONS FASHION
NAME &RETAIL LTD.”
Address OPPULENT MALL,
GHAZIABAD

Headquarters Mumbai

Phone No: 0281-2332974

Size of the Organization Large scale

Working Hours 8

Product Different type of Clothing Brand

Slogan In Love With Life

In Love With Fashion

Logo

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TEXTILE BRANDS OF ADITYA BIRLA

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 ORGANIZATION STRUCTURE

CEO

AREA
MANAGER

CATAGORY

STORE
MANGER

ASSISTANT
DEPARTMENT
DEPARTMENT
MANAGER MANAGER

CUSTOMER
TEAM FASHION
SERVICE ASSISTANT CASHIER
MEMBER
DESK

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 VISION, MISSION AND VALUES

 STATEMENT OF VISION:

To be the premium Global conglomerate with a very clear focus on each

 STATEMENT OF MISSION:

Delivering the Superior value to customers, employees, Shareholder, and society at large

 VALUES:

Integrity Honesty in every action

Commitment Deliver on the promise

Passion Energized action

Seamlessness Boundless in letter and spirit

Speed One step ahead always

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 ORGANIZATIONAL DEPARTMENTS

Buying
Department

Marketing Planning
Department Department

Finance Admin
Department
Department

HR
Department

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All the above departments work closely with each other to complete their task and achieve
their individual goals. Each department is interdependent with each other. The objective of
these departments is to accomplish mission and vision of the company

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BUYING DEPARTMENT

Buying department has a discussion with the planning department and then they decide what
merchandise need to be stocked. In order to get the samples approved and range of
merchandise, attain Fashion events and forecast trend they work closely with design
department. They keep in touch with the suppliers, Vendors and also interact or have
discussion with the other departments like sourcing Finance marketing Human resource to get
advice that will help company in achieving their goals and targets by fulfilling Individual
Goals.

PLANNING DEPARTMENT:

Planning department is known as the backbone of the company as it the duty of planning
Department to control the inventory and coordinate with all the teams and have meetings on
regular basis and give instructions to all the teams like buying .these department is also
known as inventory Management and Distribution management department. These
departments makes plan, option Plan, allocation, monitors end of season sale, day wise sale,
monitors stock in the warehouse and store. They offer planning and do allocation of
merchandise according to the requirement of particular stock in particular store and also
recommend buyers in which style is hitting the shopping floors, Monitors sales, stock in
warehouse, and shop Floor.

OPERATION DEPARTMENT:

Operation department includes all those who work in the organization from top level
management to the bottom line workers who are engaged in loading and offloading of trucks
at retail distribution centers and manufacturing plants and they make sure that employees are
working effectively and smoothly and professionally so that business runs well.

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ADMINISTRATION DEPARTMENT

The assistants within these departments are responsible for communicating with clients, staff
members on behalf of their employer and outside vendors. These departments are interrelated
to Human Resource Department. They greet customers Clients, answer the Phone, and take
messages and sets up meeting. overall we can say that they are managing and distributing
information within the office like greeting clients, employees, maintains files, record of
expenditure, Stationary printing, Housekeeping, etc.

MARKETING DEPARTMENT:

In these department there are three teams such as ATL( Above The Line), BTL(Below The
Line)and Loyalty .They Basically communicate the value of product to the Customers. In
ATL they are covering large Geographical area by advertising through Radio, TV, and
National newspapers and in BTL they are covering particular targeted area and by organizing
shows and events whereas in loyalty they are distributing cards and coupons to the customer
in order to check their loyalty and then start analyzing their need and offer discount to
customers and is one of the innovative and creative department generating new ideas.

FINANCE DEPARTMENT:

This department’s responsibility is to organize the financial and accounting affairs including
the presentation and preparation of appropriate accounts and the provision of financial
information for managers. The major role of finance department is to identify appropriate
financial information before or prior to the communicating it to the decision makers and
managers so that they can take informed decisions and judgments based on these data.

There are various types of payments being received by the Pantaloons at the time of sale and
they have tie up with certain wallets in order received payments. They are as

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 Type of
Payment

-E- Gift Voucher -UBI card

-Cash
-Free Charge -American express card
-Cheque
- Mobikwik - Accord Coupon
-Gift card
-Bajaj Finance
-Green Card

HR DEPARTMENT:

In pantaloons, HR is primarily concerned with how people are managed within the
organizations, focusing on policies and systems. Human resource department is responsible
for number of activities such as training and development of employees, Performance
appraisal, recruitment, and rewarding. Human resource assistant may process and regularly
update personnel, payroll and job applicant records. Human resource management is
designed to maximize employee performance in service of their strategic objectives. In
pantaloons the staff is also trained to understand the green card benefits to the customers so
that they can increase customers loyalty

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25
 SWOT ANALYSIS

STRENGTH

 Pantaloons captures the large market share and is pioneering in the industry

 Pantaloons have good reputation in the market for value of money and have wide

range of products available all in one store.

 Pantaloons Fashion Retail Ltd is financially sound and can deal with any kind of

problem and can give competition to the rivals.

WEAKNESS

 Pantaloons do not function internationally, which has an effect on success, as they do

not reach consumers in overseas markets.

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 Since Pantaloons Retail India Ltd. Sell products across many sectors, it may not have

the flexibility of some of its more focused competitors.

OPPORTUNITY

 Opportunity exists for PRIL to continue with current strategy of large, super centers.

 Population of country is growing where the scope of market is kept on increasing for retail

store.

THREATS

 Being number one means that you are the target of competition. (extra competition

and new competitors entering the market could unsteady Pantaloons Retail India)

 A slow economy or financial slowdown could have a major impact on Pantaloons

Retail India business and profits.

27
LITERATURE REVIEW
28
 LITERATURE REVIEW

Kar, Kundu (2009) -: They analyze market trends properly and apply forecasting techniques to cope

with the ever changing needs of customers. They design stores to enhance customer satisfaction. The

operations team which manages the stores has a clear understanding of customers and provide the

right products at the right time leading to customer satisfaction. These practices have enhanced more

walk- ins into the stores. Company policy attracts talent, nurtures them and gives them scope of

improvement. Proper training and potential appraisal is the key to success. The company has a very

low turnover ratio which ensures stability. The career path of the employees is clear to them. The

company supports all employees to achieve new heights so that the employees as well as the company

prosper simultaneously.

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Swapna,Venugopal (2010) -: Based on the results obtained by researcher, Customers have highest

expectations on the promptness of service, accuracy of transactions, security issues and concerns; the

customer’s lowest expectations are cleanliness, ambience, etc. Staff performance’ in our informal

interviews was reported to be satisfactory by the respondents and therefore did not expect substantial

improvements in their performance. Customers reported highest satisfaction for promptness and speed

of service along with accuracy of transactions at cash counters. They were also satisfied with the

processing of transactions and efforts to expedite processing whenever the traffic at the counters

increased. The lowest satisfaction levels were reported at the willingness of staff to assist customers in

accessing facilities, assortments, information on products, stock positions etc. It is very obvious from

the results that Pantaloons Future Group is doing very well in the retail segment and has been able to

deliver quality service in their retail outlets.

Mittal ,Anupama (2010) -: The study focused on finding out the major attributes of the retail stores

as perceived by the consumers in Punjab. The methodology adopted was a structured questionnaire

and the analysis was done using “principal component method”. The study shows that there are six

major factors that consumers prefer as far as the retail stores are concerned. These factors include

availability & variety, service, ambience, discounts & price, quality of products, and promotion. The

knowledge of these factors is very useful to retailers and the strategists to plan the policy and

formulate strategies accordingly for customer retention and improving loyalty towards their store. The

changing consumer need can be understood and plans be accordingly implemented. These retail

outlets should focus on improving their service focusing on improving the convenience of the

consumers. They should try to attract new consumers and also retain the existing ones by adopting

promotional offers, adding value to their shopping experience and overcoming their shortcoming on

these attributes.

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Madan,Sharma, (2012) -: Shopper making frequent visit to a particular format (store choice) is said

to be patronizing that particular store format but as it is evident from findings that the vice-versa is not

true. It means that store choice leads to store patronage but the store patronage does not lead to store

choice. The average shopper while making purchase used to seek functional benefit only (as he upto

now had the option of making purchases only from kirana outlets) but with the advent of organized

retailing, he has started seeking emotional benefits as well. Respondents visiting to old format are

more patronizing in nature in comparison to shopper visiting new format which leads to the

conclusion that although shopper is developing its inclination towards organized retail but his long

association with conventional stores is still strong .This can be taken as challenge by retailers of new

format and opportunity for the retailers of old formats. The shopper of Uttarakhand uses both type of

formats for making his purchase and is not loyal to only one type of format only. This is a matter of

concern for both types of retailers as in order to sustain the business loyal customers are a must.

Arora, Jha (2012)-: Retailers should understand this if they expect to provide utilitarian benefits to

consumers by way of having the right product on hand at the right place and time. In addition, they

must recognize that the consumer also desires a hedonic benefit in terms of the shopping experience.

The results of this study doesn't indicate that consumers expect the purchase experience to offer

hedonic qualities such as excitement, entertainment, escapism, fantasy, and fun. Retailers that utilize

the store-as-thebrand strategy should recognize this and work to deliver hedonic value throughout the

purchase experience. In addition, retailers should recognize that their performance in the delivery of

these consumer benefits is linked to important outcomes such as satisfaction, loyalty, and word of

mouth communication. One way that retailers can provide satisfaction to the consumer is through the

delivery of value in the form of utilitarian and hedonic benefits associated with the purchase

experience.

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Choudhary, Tripathi (2012) -: Various studies from time to time have been published discussing the

importance and significance of the inventory management and linkage of inventory with financial

performance of the companies. Each company has to focus on achieving optimum inventory levels

which would further help in strategic planning with channel members and hence catering towards

increase in demand. This does not mean that retailers are always expected to increase their inventory

turnover but are supposed to improve their operational efficiencies which could be done by various

innovative techniques like category management, JIT and lean manufacturing. The results of the

analysis indicate that not all of the proposed hypotheses were supported. Very sizeable differences in

the inventory levels of retailers have been observed

Reddy K (2013) -: The measurement of service quality is important for the retail sector companies.

Different dimensions being identified and measured in the study need to be periodically evaluated and

concomitant measures to be taken by the respective companies not only to have better profit but also

to retain customers. Never the less, each dimension of the retail service quality viz; physical aspects,

reliability, personal interaction, problem solving, policy; is vital. The customer satisfaction is the need

of the day. More professionalism, employment of the suitable competent and efficient human

resources followed by proper training can pave new avenues for the retail sector companies for greater

managerial and organizational effectiveness. Greater the quality better is the company's sustenance in

the current scenario of competition in the business. The perceived level of service by the customers

essentially to be fulfilled by the respective retail companies which has to be strategically planned and

effectively executed. Similar studies can be conducted to explore more aspects of quality service in

retail sector.

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Deb, David (2013) -: This current study was based on buyer-seller relationship in stores in cities in a

developing subcontinent such as India. It would be interesting to replicate this study in industrialized

China and United States of America on the one hand and developing countries in Africa and South

America on the other. It would also be interesting to analyse the relationship proneness of not only

apparel customers but new technology (Ipads, Ipods, Tablets PCs. IReader, IPhones, smartphones

etc.) customers. Hedonic, utilitarian, and social values can be affected by customer religiosity, hence

the potential postulation that the deeper a person believes in his or her maker, the more mundane and

disdainful the person will feel towards products that seem to elicit hedonic influences among other

things.

Reddy (2013) -: The measurement of service quality is important for the retail sector companies.

Different dimensions being identified and measured in the study need to be periodically evaluated and

concomitant measures to be taken by the respective companies not only to have better profit but also

to retain customers. Never the less, each dimension of the retail service quality viz; physical aspects,

reliability, personal interaction, problem solving, policy; is vital. The customer satisfaction is the need

of the day. More professionalism, employment of the suitable competent and efficient human

resources followed by proper training can pave new avenues for the retail sector companies for greater

managerial and organizational effectiveness. Greater the quality better is the company's sustenance in

the current scenario of competition in the business. The perceived level of service by the customers

essentially to be fulfilled by the respective retail companies which has to be strategically planned and

33
effectively executed. Similar studies can be conducted to explore more aspects of quality service in

retail sector.

Deepa, Chitramani, (2013)-: The companies/corporate of any industries which took the brand

building exercise seriously won the recognition from the customers as well as from their employees

and among the public. Recently the retail sector has been opened up for foreign investments, thus

create rigorous competition from the multinationals and the retail companies need to take up the brand

building strategies seriously. Only if they start to build their brand they can stay long in the industry in

the coming years as the future customers will look for the best from the market with their less time

left. They will look for shopping, entertainment and also the quality time that can be spent with their

family in the mean time.

Shenbagasuriyan, Muthukumar (2014)-: The Indian retail sector is growing fast and its

employment potential is growing fast. The retail scene is changing really fast. Retailers are rethinking

their approaches towards the suppliers so that they can get the best pricing strategies for them. The

Indian consumer has been a reluctant shopper even in the recent past, and the small scale model of the

unorganized sector perfectly fit its buying pattern and behavior. They have also been a great source of

employment for many people, though unorganized. However the strong economy growth and the

liberation of the economy, accentuated by the rising disposable income with changing lifestyle and

mindset have heralded a new beginning for Indian retail. But the consumers are preferred for variety

of branded products and reasonable price, except those they are satisfied with other dimension. So the
34
retailers of unorganized retail should be considering the variety of branded products and price

discrimination should be considered by the concern authority.

Roy, Ghosh (2014) -: The most probable extension of the present study would be to extend the same

to different retail store formats such as supermarkets or hypermarkets. That would enable the

researcher to understand the differences and similarities in store image dimensions across formats.

The second possibility would be in a longitudinal study to investigate whether ASI is static or

dynamic. The same study would also be able to identify why the dynamism would occur over time.

Lastly, there has been research on the impact of satisfaction on loyalty (Anselmsson, 2006; and

Martenson, 2007). The nomological model in the present study could be augmented by the inclusion

of Customer Loyalty as a consequence of satisfaction. This would also enable the researcher to test

whether customer satisfaction acted as a mediating variable between store image and loyalty.

Singh, Sao (2015) -: Based on the ANOVA results we find the age of the respondents and location of

the store has no significant impact for buyers in case of organised retailer whereas gender of

respondents has no significant impact for buyers in case of unorganised retailer. We find that there are

common factors which have significant impact on the both type of retailers. These elements are price

of products, self-service, lucky draw scheme, value added service, discount, credit facility, parking

facility, distance and fast service. Door to door delivery, membership scheme are significant only for

organised retail whereas distance from home is significant for unorganised retailers. The retails may

keep these factors in mind while designing their offer, services and products.

35
Factor analysis has clearly brought out four factors for organised as well as unorganized retail outlets.

The common factors for both type of retail are external factor, time factor and quality factor where is

price factor is important for orgnised retails and value factor is important for unorganised retail

outlets.

Das (2015) -: This study is limited to one category of retail brand, department store. It also focuses on

one city, Kolkata. Therefore, further investigation is required before any generalisation of these results

can be undertaken. Giventhe nature of goods being sold in various retail formats, the retailer equity

inferences can vary. So, future study can replicate the present study in other retail formats. We also

recommend replicating this study in other cultures and compare how the results differ from the present

study. Situational influences impact variance in consumer behaviour (Das et al., 2012). So, future

researchers can investigate how different store attributes influence different CBRE dimensions under

different situational influences like date, time and mood of shopping.

Venkateswara ,Kumar (2015)-: The importance of Promotional offers in increasing sales of

retailers.. People in Andhra want new trends in shopping and are creating new patterns. The customer

buying behaviour has changed after the introduction of Big Bazaar. There is a high footfall level at

Big Bazaar. Customers are getting exposure to new brands and are becoming brand savvy. Many

customers felt that they get value for money products at Big Bazaar and it lives up to the taglines on

lowest prices. They are able to get most of the products under the same roof but still miss certain

goods and felt that as some stores are located at a distance it nullifies the savings due to the high fuel

costs on travel.

36
Goswami (2015) -: Retailers should communicate their brand values more explicitly and prominently

through their websites to improve positioning and develop two-way communication between

customers. It was found that a few multichannel retailers have transactional websites, but their

interfaces are not as efficient as those of pure fashion retailers. These websites also lag behind in

communicating latest fashion trends. Therefore, more focus on information regarding the latest

fashion and trends should be provided. Loyalty program is an important dimension of brand building

activities (Cuthbertson and Bridson, 2006). Almost all retailers use loyalty schemes like purchase

coupons, discounts on recommendations and personalization of site interface.

Anithan (2016) -: Consumer is the basic foundation for every business because today consumers

look, think, prefer and buys the products according to their lifestyle and it becomes opportunity to

marketers to fine tune their marketing offers and achieve high level of consumer acceptance and

satisfaction. According to the study the consumers of organized retail formats are more fashion

consciousness, leadership consciousness, family consciousness, health consciousness, enjoyment

consciousness and food consciousness. The quality, value for money, variety, sales promotions,

services and quality service person differentiate the retail formats. The retail formats of Westside,

37
Pantaloon, Lifestyle, Spencers‟ Daily, Saravana Stores Nilgiris, Food World, Reliance Fresh, Big

Bazar and Spencer are highly preferred by the consumers. The higher prices, unsatisfactory service,

poor consumer care, non-availability of variety of products, no bargain, poor quality of sales person,

lack of accurate information about products, location of retail store and complex arrangement of

products are the major problems in existing retail formats.

Rajnath, Mishra (2016) -: Customers visit organized retail outlets as they get higher value addition,

particularly when compared with the quality and price of the products. However, on with regard to

product specifications and services rendered, they need to improve a lot. Acceptance of credit card

and complaint handling facility are supposed to be the high motivating factors for repeat visit to the

out let. Hygienic, lighting and signage system is found to be very impressive and satisfactory

Inventory management in terms of flow of goods and speed of billing is unimpressive Personnel,

managing the outlet are more concerned with the value of the item and found to have little technical

knowledge of the functioning of certain specific products which sometimes demotivated the

customers. Word of Mouth Communication and Media are the only two methods of promotional

techniques that they are adopting as on date.

Padhye, Sangvikar (2016) -: This study significantly contributes to the literature by developing three

customer segments, namely, enthralled, casual, and apathetic, for existing supermarket customers on

the basis of their ratings of supermarket attributes. Further, it determines that these three segments

have different repatronage intentions with respect to supermarkets. Enthralled have a high repatronage

intention as compared to casual and apathetic customers. This becomes crucial as casual and apathetic

customers, who have low repatronage intentions, might switch to other stores in future. Supermarkets

38
could try to lure casual and apathetic customers by focusing on the poorly-rated supermarket attributes

of low price, minimum checkout delay, parking facility, product availability, loyalty programs.

Supermarkets could try providing time saving opportunities such as ample parking spaces, one-stop-

shop, no product stockouts, and fast checkout facility.

Vyas , Parmar (2017) -: Pantaloons fashion and retail Ltd is a company where it strives for lifestyle

and value through its products and services. Through the study, it is observed that pantaloons can be

said an organization where the P’s of marketing is taken seriously for the maximum profitability

through large range of products, promotional activities for the company through newspapers ,

magazines , internet ,banners and posters and a solid sales organization monitoring that the P’s are

worked effectively. The store has been well maintained in accordance with the latest demands of the

consumers and through all these strategies Pantaloons ensures repeated customer patronage. As far as

the loyalty of customers is concerned we can say that the main factors plays important role is the

quality of articles and the various discounts. The majority of persons were having income less than 3

lacks per year. The highest number was of students and there were respondents mostly aged Between

18 to 24. They also described their feelings that they like what the brand stands for and it makes them

feel good buying from the store.

Agrawal (2017) -: Dependent variable shows a positive relationship with the other variable. CRM is

influenced by, service quality, price, promotion, internal satisfaction and customer loyalty value. The

customer satisfaction is the main point which is the important thing in every industry. By apply the

CRM in the industry, the customer will be satisfied with the service of the company and will be a

customer loyal for the company. The company cost will reduce because it will not focus on the

39
advertisement but it will focus to give the customer better service and satisfaction. Although a

moderated relationship between these variable is positive and the independent variables (dimensions

of CRM) have position relationship with the dependent variable customer satisfaction.

LYMN & BREWSTER (2018)-: Many U.S restaurants have recently adopted on tipping policies or

are considering doing so these study examines the effect of such moves’ away from tipping on

restaurants online customer ratings. The results indicate that Restaurants receive lower online

customer ratings. Online Customer ratings decline when tipping is replaced with service charged than

when it is replaced with service-inclusive pricing, and Less expensive Restaurant experience greater

declines in online customer ratings when replacing tipping with either alternative than do more than

expensive restaurant. These finding provide us from the argument for the retention od tipping

specially among lower and mid-tier restaurant.

DUVERGER (2018) -: Customer satisfaction traditionally focuses on large data sets collected over

long periods of time across several business units. Business Unit managers or property managers a

have a different focus in that they need to address dissatisfaction issues on monthly basis on property

basis. In search of zero defects they are confined to small sample lacking power where they cannot

draw the relative importance of each variable responsible for making the overall perceived quality in

40
the customer’s base. We propose to use Bayesian approach to estimate the relative importance of

predictors in the presence of small samples. Based on 12 consecutive months of customer satisfaction

survey data collected in hotel, we show how the hotel manager can easily prioritize his or quality

management action plan on a monthly basis. The result of our study complement the current customer

satisfaction research methods while managing limited resources.

WANG (2018) -: investigate the dynamic effects of customer experience levels on satisfaction in

China’s Automobile Industry. Based on Large Scale Sample of 657,300 online reviews, these

empirical studies found three meaningful Findings. First, Higher customer experience is associated

with a decrease in customer satisfaction. Second, with low- priced cars, satisfaction is higher for high-

priced cars and it declines at a slower rate. Third, satisfaction with popular cars, which is often lower

than unpopular cars, declines at a faster (slower) rate than satisfaction with unpopular car when they

are High- Priced (low- Priced). Therefore, both price and popularity have important moderating

effects on the relationship between satisfaction and customer experience level. We discuss the

managerial implication of these results, as well as avenues for future research.

PARK, LEE (2018)-: applied theories of behavioral economics and conducted a field of research on

881 tourists from China visiting Seoul through guided tour programs. We randomly assigned

participants to study conditions based on theories of expectation, reciprocity, and peak- end rule. At

the end of the tour, participant evaluated various aspects related to tour satisfaction and general

impression of the city. A conformity factor analysis supported this variables can be explained by two
41
correlated factors. Identified as the current satisfaction factor and the future behaviors Factor (FBF).

The multiple indicator causes (MIMIC) model showed that CSF was impacted by expectation and tour

season, and FBF by expectation, tour Season, and first visit. Our result suggest that providing

additional information before each activity can improve tourism satisfaction and non- manipulated

variables such as tour season and first visit can be incorporated to further enhance tourism

satisfaction.

RATHER & SHARMA (2018) -: Hotel Operator struggle to satisfy the wants of their customers and

subsequently retain them by attempting to know the factors could build up a strong brand relationship

and loyal customer base. Over the recent decade, Practitioners have engaged in making and

maintaining the future connections with the customers and regard brand loyalty as their main goal in

developing business and increasing the competition within the market. This study was done in order to

analyze and understand the four marketing perspectives such as customer brand Identification, Brand

satisfaction, Brand Commitment, Brand loyalty. For these survey 180 respondents of hospitality

Brands. This paer incorporates the factors that regulate to brand loyalty in marketing literature and

provide strategies to hospitality manager for increasing Brand loyal Customers.

KUMAR, VIKRAMAN (2018)-: In the consumers future purchase intentions customers’ satisfaction

plays an important role and is an important factor. In main aim of this paper is to identify the attitude

and behavior of the customers who are purchasing in the organized retail outlets in the Erode City of

Tamil Nadu state in India. Satisfied Customers are likely to tell other of their favorable responses and

42
those who are not satisfied are likely to give negative responses. For the survey 200 questionnaire

have been randomly distributed to retail customers. For these study chi-squre test, correlation has been

performed and the data is analyzed.

LEE (2018)-: The purpose of the current study is to investigate the existence of a moderating effect of

a green initiative on the relationship between the service quality and customers satisfaction in the

Chinese hotel Context. The study a 2 *2 between subjects experimental design using Scenarios. Four

Scenarios provide a mixed combination or low case for a hotel green Participation, and good or poor

cases for service quality. The study uses the survey method to collect data from the Chinese Guest. It

finds the main effects of service quality on customers satisfaction and significant moderating role for

green initiatives on the relationship between service quality and customer satisfaction, but

increasingly found and opposite direction of the moderating role to be hypothesized. The study results

also reveal on insignificant main effect of green initiative on customers satisfaction.

MEESALA, PAUL (2018)-: In developing countries health care industry has recorded the

significant growth rate in the current years. This study identifies the most critical factors in hospitals

related to service quality that will ensure survival and success in future. This study was conducted

using the data from the consumers who received services from 40 different private hospitals in

43
Hyderabad, India. Tangibility, reliability, responsiveness, assurance and empathy (service quality

dimensions). We found that reliability and responsiveness (not empathy, tangibility and assurance)

impacts patience satisfaction

Kaul ,Somaiya (2018) -: This study is an important one which establishes the importance of store
image and its role in building loyalty in the long run for retailers. As suggested in literature, “The
image of a store directly affects store loyalty” (Matineau, 1958). A positive store image has been
identified as a key determinant of store choice (Doyle and Fenwick, 1974). Sirgy and Samli (1985)
suggested that image is directly related to store loyalty. In view of the intense competition among
various retail-shopping formats in India and elsewhere, retailers need to understand the antecedents
that are influencing the store patronage in order to maintain their competitiveness. According to
Engel, Blackwell and Miniard (1990) “store image is a variable that consumers depend on in their
choice of stores”. Osman (1993) found that the customers perceived past purchase experiences and
store image as determinants of customer loyalty. In one of the studies carried out on an upmarket
department store by Rosenberger (2004), store image proved to be a strong influence on building
loyalty, which is similar to Andreassen and Lindestad (1998) model as tested in the Australian
department store context as well as this study carried out in Indian context. Oliver (1999) suggested
that there are many benefits of a brand image namely functional, social, symbolic; experiential and
appearance enhances which may influence customer loyalty intention. Many researchers have
empirically tested and suggested that a favourable image (of a store or brand) leads to customer
loyalty (Kandampully and Suhartanto, 2000; Koo, 2003; Nguyen & LeBlanc, 1998). Thus, there was a
need for this construct to be tested empirically in lifestyle retail setting to help to understand its effect
in India.

Mask L (2018) :- This study examined social capital and how it relates to supply chain processes and
customer loyalty in retail firms. Previous studies have examined social capital in the supply chain of
manufacturing firms (Yim & Leem, 2013) and social capital in the customer loyalty of service firms
(Jones & Taylor, 2012). Both studies found significant results. However, these studies were not
44
focused on retail firms or retail firm logistics. This study has focused on just that. This study’s
contribution is presented as a potential solution to help offset the losses being incurred by brick-and-
mortar retail firms, by identifying social capital as a significant factor from the retail firm supply chain
all the way to customer loyalty within retail firm locations. On a practitioner level, understanding
social capital’s role in the retail industry helps to understand its importance in the development of
retail staffing/development and factors that promote the customer relationship as a factor in the
financial losses currently being experienced in brick-and-mortar retail.

45
 OBJECTIVES

OBJECTIVES

1) To study the market potential & consumer behavior of Pantaloon product

46
2) To study consumer preferences, choices and customer satisfaction with Pantaloon

3) To know about the consumers purchase intentions towards the product

47
 RESEARCH

METHDOLOGY

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It may be understood as a

science of studying how research is done scientifically. In it we study the various steps that are generally
48
adopted by a researcher in studying his research problem along with the logic behind them. It is

necessary for the researcher to know not only the research methods/techniques but also the methodology.

Researchers not only need to know how to develop certain indices or tests, how to calculate the mean, the

mode, the median or the standard deviation or chi-square, how to apply particular research techniques,

but they also need to know which of these methods or techniques, are relevant and which are not, and

what would they mean and indicate and why. Researchers also need to understand the assumptions

underlying various techniques and they need to know the criteria by which they can decide that certain

techniques and procedures will be applicable to certain problems and others will not. All this means that

it is necessary for the researcher to design his methodology for his problem as the same may differ from

problem to problem.

From what has been stated above, we can say that research methodology has many dimensions and

research methods do constitute a part of the research methodology. The scope of research methodology is

wider than that of research methods. Thus, when we talk of research methodology we not only talk of the

research methods but also consider the logic behind the methods we use in the context of our research

study and explain why we are using a particular method or technique and why we are not using others so

that research results are capable of being evaluated either by the researcher himself or by others. Why a

research study has been undertaken, how the research problem has been defined, in what way and why

the hypothesis has been formulated, what data have been collected and what particular method has been

adopted, why particular technique of analysing data has been used and a host of similar other questions

are usually answered when we talk of research methodology concerning a research problem or study.

RESEARCH DESIGN

A research design is conceptual framework within which research is conducted; it constitutes the blue

print for the collection, analysis and measurement.

49
Decision regarding what where how much and by what means concerning an inquiry constitutes a

research design.

“A research design is the arrangement of condition for collection and analysis of data in a manner that

aims to research purpose in the economy in procedure”

There are three types of researches :

Research
Design
50
 Exploratory Descriptive Casual

In the survey done by me, I have used the Descriptive research design.

Descriptive research is used to obtain information concerning the current status of the phenomena to

describe "what exists" with respect to variables or conditions in a situation. The methods involved range

from the survey which describes the status, the correlation study which investigates the relationship

between variables, to developmental studies which seek to determine changes over time.

DATAREQUIREMENT

There are mainly two types of sources of data collection:-

1. PRIMARY DATA:

Primary data is the one which is collected by the investigator himself for the purpose of a
specific inquiry or study.

METHODS OF PRIMARY DATA COLLECTION:

1. Observation method.

2. Survey method
- Interview method
- Questionnaire method
- Schedules

3. Other method
- Distributor or store audits
- Mechanical techniques
- Depth interview

51
 2. SECONDARY DATA:-

Secondary data are those data which have been already collected and analyzed by some earlier
agency for its own use; and later the same data are used by different agency.

METHODS OF SECONDARY DATA COLLECTION:

1. Internal secondary data.

- Sales analysis
- Invoice analysis
- Accounting records
2. External secondary data
- Libraries
- Literature
- Periodicals
- Census &registration

52
SAMPLING PROCEDURE

The study is based on non- probability convenience sampling technique is used for making research.

SAMPLING SIZE

100respondent

RESEARCH TOOL

Research Type:- Descriptive

Data collection method Primary

Research approach Survey Method

Research Instrument STRUCTURED

QUESTIONNAIRE

Type of question Closed ended

Contact Method Personal

DATA COLLECTION INSTRUMENTS

Primary data – The primary data is collected through well-formed questionnaire

53
DATA INTERPRETAION

AND ANALYSIS

54
 DATA INTERPRETATION AND ANALYSIS

1) Gender?

Particulars No. of Respondents

Male 45

Female 55

No. of Respondents

Male
45%
55% Fema
le

INTERPRETATION:
From the above data we can say that female Customers visiting pantaloons is 55% and male
Customers visiting pantaloons is 45%

55
2) Age?

Particulars No. of Respondents

15-21 27

22-26 45

27-34 20

35-45 7

45& Above 1

No. of Respondents
15-21

22-26
7%1%
27%
20% 27-34

35-45

45% 45& Above

INTERPRETATION:
From the above data we can say that 45% of the customers visiting Pantaloons are22-26
years old which means they are young age people interested in availing products giving
more discounts and offers, followed by 27% customers are 15-21 years old, 20% are 27-
34years, 7% are 35-45 years, 1% are 45 years and above

56
3) OCCUPATION?

Particulars No. of Respondents

Housewife 08

Salaried person 28

Businessman 20

Student 41

Other 03

No. of Respondents

3; 3%
8; 8%

41; 41% 28; 28%

20; 20%

Housewife Salaried person

Businessman Student
Other

INTERPRETATION:

From the above data we can say that 41% are students, 28% people are salaried
persons, 20% Businessman, 8% housewife,3% others

57
4) Are you aware of the pantaloons Brand?

Particulars Respondents

Yes 97

No 03

No. of Respondents

3%

Yes
No

97%

INTERPRETATION:

From the above chart we can say that most of the Customers visiting pantaloons are
aware about the pantaloons brands and products i.e. 97% customers are aware about
the brand at pantaloons.

58
5) Through which media do you get awareness about End of Season
sale?

Particulars No. of Respondents

Newspaper 10

Hoardings 09

Friends & relatives 32

Calling 17

SMS 32

No. of Respondents

Newspaper

10% Hoardings

32% 9%
Friends & relatives

Calling
32%
17% SMS
INTERPRETATION

From the above depicted

Chart we can see that the major source of awareness for customers at pantaloons is Friends
and relatives and SMS service provided by the pantaloons i.e. 32% so it should try and
focus more on it by sending timely messages to the Customers, followed by 17% by
Callings, 10% by hoardings and so on.

6) What comes to your mind when you mean about Pantaloons?

PARTICULARS NO. OF RESPONDENTS

59
 Product quality 50

Store Appearance and atmosphere 05

Discounts & Offers 38

Price and terms of Payment 05

Other 2

NO. OF RESPONDENTS

Product quality
5%2% Store Appearance and
atmosphere
Discounts & Offers
38% 50%
Price and terms of Payment
Other
5%

INTERPRETATION:

From the above chart it is clear that most of the customer are quality conscious so
Pantaloons should focus more on quality. It is clear from the chart that 50% of the
respondents chose quality out of the 100 respondents, whereas 32% think about
discounts and offers, 5% are interested in Price and terms of payment

7) How frequently you shop at Pantaloons?

PARTICULARS NO. OF RESPONDENTS

60
 Every week 05

Once in Two week 18

Once in three week 08

Once in a Month 69

NO. OF RESPONDENTS

Every week
5%
18% Once in Two week

Once in three week

8%
Once in a Month
69%

INTERPRETATION:
The above Pie- chart indicates that most the Customers visiting pantaloons is once a
month i.e. 69%, 18% Visits once in two weeks which is favourable for the business, 8%
visits once in three weeks, and 5% visits every week.

8) Which section you like the most with respect to quality, price and
variety?

61
 PARTICULARS NO. OF RESPONDENTS

Women’s 51

Men’s 41

Kids 08

Accessories 0

NO. OF RESPONDENTS

Women’s
8; 8%
Men’s

Kids
51; 51%
41; 41%
Accessories

INTERPRETATION:

From the gender interpretation we came to know that 55% customers visiting Pantaloons are
females therefore form the above data is clear that the most preferred section is women’s i.e
51%, Followed by Men’s, Kids and accessories.

9) Brand and Product availability at Pantaloons Is?

62
 PARTICULARS NO. OF RESPONDENTS

Excellent 41

Good 46

Average 10

Poor 03

NO. OF RESPONDENTS
3
10
Excellent

Good
41
Average

Poor

46

INTERPRETATION:
From the above pie chart it is clear that Brand and product availability at Pantaloons is up to
the mark. As out of 100 respondents 41 of them liked the excellent option and 46 of them
viewed it as good. It means the brand and Product availability at Pantaloons is good,
Qualitative and doing good Job.

10) Are you satisfied with the service facility provided by the Service
Staff?

63
 PARTICULARS NO. OF RESPONDENTS

Highly satisfied 29

Satisfied 62

Dissatisfied 05

Highly Dissatisfied 00

Neutral 04

NO. OF RESPONDENTS
4
5
Highly satisfied

29 Satisfied

Dissatisfied

Highly Dissatisfied

Neutral

62

INTERPRETATION:
From the depicted Chart it is clear that Service provided by Staff members is good, they
are performing their Duties well as 62% of the customers are satisfied with the Service
Staff facility and 29% of the Respondents are highly satisfied.

11) How do you find Pantaloons brand compared to other Competitor?

64
 PARTICULARS NO. OF RESPONDENTS

Excellent 28

Good 59

Average 12

Poor 00

Very Poor 01

NO. OF RESPONDENTS
1
12 Excellent

28 Good

Average

Poor

Very Poor

59

INTERPRETATION:
As the availability of the Brand and product at pantaloons is up to mark and Qualitative,
Customers find the brand Qualitative, and good as compared to Competitors as 59
respondents out of 100 have liked Good option, and 28 % respondent viewed it as excellent.

12) How was your Buying experience?

65
 PARTICULARS NO. OF RESPONDENTS

Excellent 29

Good 63

Average 08

Poor 00

Very Poor 00

NO. OF RESPONDENTS
Excellent

8% Good
29%
Average

Poor

63% Very Poor

INTERPRETATION:
The overall Buying experience of the Customers outranks the Product and Price. Here these
chart clearly shows that 63 respondents out of 100 had good buying experience which
means they are satisfied with the service facility, Quality and Prices of the Product, followed
by 29% Viewed it as excellent

13) Would you like to visit Pantaloons again?

66
 PARTICULARS RESPONDENTS

Yes 100

No 00

RESPONDENTS

Yes

No

100; 100%

INTERPRETATION:
From the above Diagram it is clear that 100% of the respondents are Ready to visit again
which means the respondents are ready for repeat purchase as they find the Quality of the
product is good, the service facility provided by Staff members is up to the mark and prices
are also Reasonable.

14) What kind of Change do you expect in which of the below given
you expect to change?

67
 PARTICULARS NO. OF RESPONDENTS

Quality 34

Green card 23

Staff service 17

other 26

NO. OF RESPONDENTS

Quality

26; 26% Green card

34; 34%
Staff service

17; 17% other

23; 23%

INTERPRETATION:
From the above data it is Clear that 23% respondents expects change in green card facility
and 17 respondents expects change in the Service staff facility.

15) What kind of Service does Pantaloons provide compare to

competitors?

68
 PARTICULARS NO. OF RESPONDENTS

Excellent 35

Good 53

Average 10

Poor 01

Very Poor 01

NO. OF RESPONDENTS

10%1%
35%

53%

Excellent Good Average

Poor Very Poor

INTERPRETATION:
From the above data we can interpret that the provided by staff members at customer desk
service, billing counter, or other services provided are good in Comparison to other
Competitors as 53% of the Respondents have Marked it Good which means they are satisfied
with service Provided at Pantaloons

16) Are you satisfied with pantaloons service department (exchange,

alteration, credit Note?)

69
 PARTICULARS NO. OF RESPONDENTS

Excellent 40

Good 52

Average 07

Poor 01

Very Poor 00

NO. OF RESPONDENTS
1
7
Excellent

Good
40
Average

Poor

Very Poor
52

INTERPRETATION:
From the above data awe can say that 52 Respondents out of 100 are satisfied with service
department as they marked it good, 40% of them find it excellent which means the service
of exchange, alteration are satisfactory.

17) How much on average do you spend on Shopping at Pantaloons?

70
 PARTICULARS NO. OF RESPONDENTS

0-5000 50

5000-15000 40

15000-25000 0

25000 & More 3

NO. OF RESPONDENTS

0-5000

5000-15000

40; 43% 15000-25000

50; 54%
25000 & More

INTERPRETATION:
Consumer spending is important component as it affects the sales and profit of the firm.
From the above pie Chart it is clear that it is clear that the 54% of the Respondents spends
on average between 0-5000 and 43% of them spend between 1500- 25000, 3% of the
Respondents spend more than Rs. 25000

18) Does the Price of the product effect on your shopping?

71
 PARTICULARS NO. OF RESPONDENTS

yes 69

No 16

Partially yes 15

NO. OF RESPONDENTS

15% yes

No
16%
Partially yes
69%

INTERPRETATION:
From the above pie Chart we can say that 69% of the respondents are affected by the Price
so pantaloons should focus on Price and provide a product with the Price that is reasonable
to the customers as they are Price sensitive, 15% of them say partially yes.

72
FINDINGS

FINDINGS

73
 Customer is satisfied with PANTALOON.

 Customer feel that he is getting commodities according his payment.

 Prices of goods are as similar as in the market.

 Management of PANTALOON is not so good.

 The Urban Area is the place where customers have money. But they have option to go

to other places in search of variety.

 Most of the Customers visiting the Pantaloons Fashion & Retail Ltd. are females and

the most preferred Brand by the Customers is Honey.

 From the above interpretation I have found that the most preferred Section is

women’s i.e.51% and 61% of the customers visit pantaloons once in a month.

 Pantaloons is a point of attraction to Customers due to discounts offered and schemes

provided by the store but the Customers did not find it Promising or satisfactory and

wanted enhancement in the Discounts.

 Employees at the Pantaloons were using the parking space of the mall and therefore

respondents were not getting enough space and therefore they were dissatisfied.

74
 CONCLUSION

CONCLUSION

 This research report highlights strengths and weakness of pantaloons in order to

75
 compete in a smarter way and this research report aims to study consumer’s attitude

towards Pantaloons. Major players of Pantaloons are Reliance Trend retail, Big

Bazaar etc. and Retail industry in India is growing at a fast pace and Pantaloons

captures large market share and should try and get more benefit from it.

Recommendations given should also be taken into consideration.

 More than 65% of the customers come in between the age of 22-35 and according to
these data store should give more importance to this segment and attract more

customers in order to maximize their revenue and make loyal consumers. Customers

should be provided a good billing experience is vital for a retailer. Sometimes

Customers get exhausted standing in a queue for long.

 The factor that affects the customers to the pantaloons, as in the store mainly focus on
their in house brand availability and value of money. Most of the customers believe

that pantaloons have their own branded products and are offering to the customers at

reasonable price.

 There is hectic activity in the sector in terms of expansion, entry of international

brands and retailers as well as focus on technology, operations and processes.

 PANTALOON is the pioneer and undisputed leader in the Indian Retail scenario with

a share of 54% in the organised retail sector.

 A study of customer satisfaction in reference to PANTALOON was very important

76
 as Pantaloon holds the true Indian value system in its business strategies and
functioning so as to get more connected to Indian consumers and to maintain a happy
relationship with them.

 People are very happy with the variety of the products available at the store and are
very keen to do the repurchase. Thus, Pantaloon is converting the existing customers
to loyal customers and also attracting new customers from other stores also. These
satisfied customers are ready referring Pantaloon to their family members, friends and
relatives. Hence, there is very good word of mouth publicity of Pantaloon.

 Satisfaction level of customers with regards to price and value is very good,
Pantaloon is successful in making and maintaining a healthy and long term relation
with its customers.

RECOMMENDATION

77
 RECOMMENDATION

 More variety of products with different sizes should be made available and space
should be provided for children coming with their parents for fun and entertainment.

 Pantaloons should increase variety in the products in its basket. It should be specially
increased in Traditional wears for women’s, cosmetics and footwear.

 Number of billing counters should be increased during the sales and some special
occasions in order to fasten the billing Process and minimize the large Queues and
more number of computers should be installed

 In order to strengthen the customer loyalty the staff members should be trained so that
78
 they can make customers aware about the green card membership and can get the
benefit.

 Before implementing or offering any scheme or offer it should be analysed before

generating it to the customers and if possible more lucrative discounts should be given
to attract more customers.

 Behavior of the Employees with the Customers should be very good.

 Better billing facility for the Goods.

 Better service from the Restaurants because Customers donot like Self –service.
 Better returning services.
 The Employees should be well groomed.

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 LIMITATION

LIMITATION

 Time constraint.

 Biases and non-cooperation of the respondents.

 Numbers of respondents are less.

 Survey area is too small.

 Geographical selectivity in study limiting to Ghaziabad city only.

 Many consumers are in hurry while giving their response so they might not be able to
give genuine Responses
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LIMITATIONS OF THE CUSTOMERS

1-Customer don’t behave politely with Employee.

2-Customer don’t keep in mind that unit is a public place.

3-Customers bargain with Employee.

4-Customer should not carry things without buying by which they bear a bad manner with

the employee and unit.

5-Customers make pressure on Employees to give the Goods at low cost.

LIMITATIONS OF THE EMPLOYEE;

1- The basically term Customer is always right and has to be satisfied by the Employees of

the unit.

2- Employees have to keep a fusible behavior with the customers.

3- Employees sometimes perform their personal works during working period.

4- Employees sometimes become emotional with the customers which may cause a loss.

5- Employees always motivate to purchase something while customers are not interesting in

the pantaloon

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LIMITATIONS OF THE PRODUCT;

1-Product unavailability according to need of the customers.

2-Product quality available in the store comparison with other companies.

3-Product should be displayed in a proper way.

4-Product should not be kept as if not well finished.

82
 BIBLIOGRAPHY

BIBLIOGRAPHY

1. Swapna, Venugopal (2010) Service quality (Servqual) and its effect on

cutomer satisfaction in retailing European Journal of Social Sciences – Volume
16, Number 2 (2010)

2. Mittal, Anupama (2010), Punjabi University. Anupama Prashar PTU An empirical

study of factors affecting shopping preferences of consumers at organised retail stores
in Punjab Journal of Business and Retail Management Research (JBRMR) Vol. 5
Issue 1 October 2010

3. Arora, Jha (2012), Impact of Various Situational Factors on Store Image,

Satisfaction and Loyalty of Customers Study on Pantaloon Store 21Journal of
Contemporary Research in Management Vol. 7; No. 2 April - June, 2012

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4. Reddy K (2013),A Study on Measurement of Service Quality in a Selected Retail
Sector Outlet, Secunderabad Vol.2, No.1, January - March 2013

5. Shenbaga, Muthukumar (2014), A Study on Factors Influencing the Consumers in

Selecting an Unorganized Retail with Special Reference to Tirunelveli District
Volume 3 Issue 1 January 2014

6. Venkateswara, Kumar Prasanna D (2015), Effectiveness of Promotional Offer

Strategies and Customer Satisfaction Parikalpana - KIIT Journal of Management, Vol-
11(II), July-Dec.,2015

7. Goswami (2015), A Study on the Online Branding Strategies of Indian Fashion

Retail Stores The IUP Journal of Brand Management, Vol. XII, No. 1, 201

8. Singh, Sao (2015),The Impact Of Demographic Factor On Consumer Buying

Behaviour: A Study Of Retail Sector In Delhi Ncr International Journal on Customer
Relations Volume 3 Issue 1 March 2015

9. Vyas, Parmar (2017),A Study on Brand Loyalty in Retail Segment with special
focus on Pantaloons Pacific Business Review International Volume 10 Issue 5,
November 2017
10. Diverge, Wang (2018). Capturing Relative Importance of Customer
Satisfaction Drivers Using Bayesian Dominance Hierarchy. Cornell Hospitality
Quarterly, 59(1), 39-48.

11. Wang (2018). Dynamic effects of customer experience levels on

durable product satisfaction: Price and popularity moderation. Electronic
Commerce Research and Applications, 28, 16-29.

12. Park, Lee (2008). Examining the structural relationships of

destination image, tourist satisfaction and destination loyalty: An integrated
approach. Tourism management, 29(4), 624-636.

13. Rather & Sharma (2018). Brand loyalty with hospitality brands: The role of
customer brand identification, brand satisfaction and brand commitment.

14. Agrawal Effectiveness of CRM strategies in global era (with special

reference to retail markets of India) Vol. 10 (9) September (2017

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15. Deb, David, Journal of Management Policy and Practice vol. 14(1) 2013

16. Padhye, Sangvikar Understanding the Repatronage Intentions of

Supermarket Customers: A Cluster Analysis The IUP Journal of Marketing
Management, Vol. XV, No. 2, 2016

17. Kaul, Somaiya MODELLING STORE IMAGE IN RETAIL SERVICES

Volume 22, Issue 3, 2018

18. Mask L the relationship of social capital, supply chain integration

implementation and customer loyalty, and their relationship to firm performance
Vol, issue 2018

19. Reddy K A Study on Measurement of Service Quality in a Selected Retail

Sector Outlet, Secunderabad Vol.2, No.1, January - March 2013

20. Rajanath, Mishra STUDY ON RETAILING— CROSS NATIONAL

CUSTOMERS’ PERCEPTION Volume VII Issue 2, May 2016

21. Roy,Ghosh UNDERSTANDING APPAREL STORE IMAGE: A SCALE

DEVELOPMENT APPROACH Journal of Services Research, Volume 13, Number 2
(October 2013 - March 2014)

22. Choudhary ,Tripathi.Journal of Services Research; Gurgaon Vol. 12, Iss. 1,  (Apr-

Sep 2012): 43-64.

23. Anitham Indian Journal of Commerce and Management Studies;

Nasik Vol. 7, Iss. 1,  (Jan 2016): 85-91.

24. Kar, Kundu, Enhancing Organizational Performance Through Strategic Initiatives :

Handbook of Management Cases; Sahibabad : 78-82. Sahibabad: Institute of
Management Education. (2009)

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Science; Brisbane Vol. 5, Iss. 2,  (2012): 119-135.

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26. Deepa,Chitramani, .Journal of Contemporary Research in Management;
Coimbatore Vol. 8, Iss. 2,  (Apr-Jun 2013): 9-24

27. Goswami, IUP Journal of Brand Management Hyderabad Vol. 12, Iss 1. (Mar
2015) Hyderabad Vol. 12, Iss. 1,  (Mar 2015)

28. Das fashion marketing management brandford vol. 19 2015

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with service charged Vol. 9 Iss. 2018

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Iss 2018

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 APPENDIX

APPENDIX

CONSUMER SURVEY QUESTIONNAIRE

PERSONAL DETAILS:-

Name:-
1. Gender:-
[A] Male [B] Female

2. Age:-
[A] 15-21 [B] 22-26
[C] 27-34 [D] 35-45

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 [E] Above 45

3. Occupation:-
[A] Housewife [B] Salaried Person
[C] Businessman [D] Student
[E] Other

4. Are you aware of the pantaloons Brand?

[A] Yes [B] No

5. Through which media do you get awareness about End of season sale
(EOSS)?

[A] Newspaper [B] Hoardings

[C] Friends & relatives [D] Calling

[E] SMS

6. What comes to your mind when you mean about pantaloons?

[A] Product quality [B] Store appearance and atmosphere

[C]Discount and offers [D] Price and terms of payment

[E] Other

7. How frequently you shop at pantaloons?

[A] Every week [B] Once in two weeks

[C]Once in three week
[D] Once in a Month

88
8. Which section you like most with respect to quality, price and variety?

[A] Women’s [B] Men’s

[C] Kids [D] Accessories

89
9. Brand and product availability at Pantaloons Is?

[A] Excellent [B] Good

[C] Average [D] Poor

10. Are you satisfied with the facility provided by the service staff?

[A] Highly satisfied [B] Satisfied

[C] Dissatisfied [D] Highly Dissatisfied

[E] Neutral

11. How do you find Pantaloons brand compared to other competitors?

[A] Very good [B] Good

[C] Average [C] Poor

[E] Very poor

12. How was your Buying Experience?

[A] Very good [B] Good

[C] Average [C] Poor

[E] Very poor

13. Would you like to visit Pantaloons again?

[A] Yes [B] No

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14. What kind of change do you expect in which of the given below you
expect to change.

[A] Quality [B] greencard

[C] Staffservice [D] other

15. What kind of service does a pantaloons provide compared

with competitors?

[A] Verygood [B] Good

[C] Average [D] Poor

[E] Very poor

16. Are you satisfied with pantaloons service department?

(exchange, alteration, credit note,)

[A] Very good [B] Good

[c] Average [D] Poor

[E] Very poor

17. How much average amount do you spend on shopping in pantaloons?

[A] 0-5000 [B] 5000-15000

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[C] 15000-25000 [D] 25000 OR More

18. Does price of the products affects on your shopping?

[A] Yes [B] No

[C] Partially yes

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