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 the promotional 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

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

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

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 "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 1 3 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% 0.8% 2.6 1.5% 5.2 2.6% 7.0 3.3%

420 million people (90 million families) expected to be added in the middle and upper middle income groups by FY 2009.

100 80 No,of Households (millions) 60 40 20 0 FY 1996 FY 2002 FY 2006 FY 2009

Rich Upper Middle Middle Lower

Changing Age Profile:

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.

Current Composition of Organized retail 2007 (in Percentage) (Market size: Rs.55,000 Crore at current prices)

9 3

9 1 2 3 7

7 39 11 3

Food & Grocery Apparel Books & Music Consumer Durables Jewellery Watches Footwear Health&Beauty Pharmaceuticals mobilephone Furniture Catering Entertainment

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 componentmultiplex 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

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 space was 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.

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.

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 and consumer behavior in selected region and understand various factors affecting the customer choice while shopping.

COMPANY PROFILE Introduction:

Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer marker. Headquartered in Mumbai (Bombay), the company operates over 5 million square feet of retail 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, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the 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 undergone several 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 introduced its own private brands. Initially positioned as a family store, it finally veered towards becoming a fashion store with an emphasis on 'youth' and clear focus on fresh fashion. Today, the fashion store extends to almost all the major cities across the country. Pantaloons has established its presence with stores not just in the metros, but also in smaller towns. Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the US-based National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 at the World Retail Congress held in Barcelona. Pantaloon Retail is the flagship company of Future Group, a business group catering to the 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 in action, with an average age of 27 years, our skilled & qualified professionals work in an environment where change is the only constant.

Powered by the desire to create path-breaking practices and held together by values, work in this people intensive industry is driven by softer issues. In our world, making a difference to Customers lives is a Passion and performance is the key that makes it possible. Out of the Box thinking has become a way of life at Pantaloon and living with the change, a habit. Leadership is a value that is followed by one and all at Pantaloon. Leadership is the quality 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 model of retailing, Pantaloon has taken initiatives to launch many retail formats that have come to serve as a benchmark in the industry. Believing in leadership has given us the optimism 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 our core 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 of industry. We believe its a place where you can live your dreams and pursue a career that reflects 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 rules yet unwritten; create new opportunities and new successes. To strive for a glorious future brings 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 future scenarios in the consumer space and facilitate consumption because consumption is development. 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 when they 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 the Indian consumer to their needs of tomorrow. It is this understanding that has helped us succeed. And it is this that will help us succeed in 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 Indian Consumer in the most profitable manner.

Group Mission:
We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments for classes and for masses. 11

 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 Awards International Retailer for the Year 2007 Pantaloon Retail (India) Ltd World Retail Congress Awards Emerging Market Retailer of the Year 2007 Pantaloon Retail (India) Ltd Hewitt Best Employers 2007 Best Employers in India (Rank 14th) Pantaloon Retail (India) Ltd PC World Indian Website Awards Best Indian Website In The Shopping Category - Futurebazaar.com Readers Digest Trusted Brands Platinum Awards Trusted Brands Platinum Award (Supermarket Category) Big Bazaar

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2006 Retail Asia Pacific Top 500 Awards Asia Pacific Best of the Best Retailers Pantaloon Retail (India) Ltd Best Retailer in India Pantaloon Retail (India) Ltd Asiamoney Awards Best 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 Awards The First Generation Entrepreneur of the Year Kishore Biyani Images Retail Awards Best Value Retail Store Big Bazaar Best Retail Destination Big Bazaar Best Food & Grocery Store Food Bazaar Retail Face of the Year Kishore Biyani Readers Digest Awards Platinum Trusted Brand Award - Big Bazaar CNBC Awaaz Consumer Awards Most Preferred Large Food & Grocery Supermarket Big Bazaar Reid & Taylor Awards for Retail Excellence Retail Entrepreneur of the Year Kishore 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: 1 Situation 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? 2 Objectives: 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. 6 Control:

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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 are influenced 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 & after compilation of that we reach at certain findings, which enable us to take marketing decision. It involves the diagnosis of information needed and the selection of relevant and interrelated variables. Project Title: Consumer Behavior and Competitive Analysis The project was conducted to determine the Consumer Behavior which helped to throw light on competitors. This will gives us an idea about the current market scenario and what 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 information needed. According to my research design I have performed the following steps in the project. 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?

Location

Sitabuldi

Dharampeth

Sadar

Vardhaman nagar

Response

71

70

40

19

Response

10% 20% 35% 35%

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.

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

Reason to visit a store No. of Respondents

Shopping

Entertainment

Hangout

Others

64

54

40

39

No. of Respondent

20% 20% 27%

33%

Shopping Entertainment Hangout Others

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

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3) Would you like to visit a store with.

Type of store No. of Respondents

Food court 35

Movie theatres 22

Kids zone 40

Book store 74

All 29

No. of Respondents

15%

18% 11%

36%

20%

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 by consumer since he/she can spend more time in such store. So it is better to open a store with a book store.

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4) Which store do you visit the most?

Store No. of Respondents

Pantaloon 66

Piramyd 43

Apana bazar 54

Westside 37

66

No.of Respondent
43 37

54

80 60 40 20 0 Pantaloon Piramyd Apana bazar Westside East

Interpretation:
It has been found that most of the people like to go to Pantaloon, followed by Apana bazar.

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5) What attracts you to this store?

Attraction to Store No. of Respondents

Location 32

Variety of brand 32

Price range 34

Ambience 18

Convenience 28

Offers/ Discounts 56

Response
32 32 34 28 56

60 50 40

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Column 2
30 20 10 0
Location Ambience Convenience Price range Offers/ Discounts Variety of brand

Interpretation:
After going through above data we can interpret that Offers and discount are the major reasons which attract customers to a store, then comes price range and location, so we should 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 No. of Respondents

Once 58

Twice 106

Thrice 24

Occasionally 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 No. of Respondents

Weekdays 63

Weekends 137

137 63

160 140 120 100 80 60 40 20 0 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?

Time No. of Respondents

Morning 63

Afternoon 54

Evening 83

No. of Respondents

32% 41% 27%

Morning Afternoon Evening

Interpretation:
Maximum portion (41%) of the sample preferred shopping in the peak hrs that is 5pm 9pm.

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9) With whom do you normally go for shopping?

With No. of Respondents

Alone 42

wife 22

Parents 18

Friends 52

Husband 42

Kids 20

Colleagues 4

No. of Respondents

10%

2%

21%

21%

11% 9% 26%

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.

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10) Whom do you normally shop for?

Shop for No. of Respondents

Own 78

Family 46

Relatives 28

Friends 48

Others 00

No.of Respondents
0% 24% 39% 14% 23%

Own Family 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 No. of Respondents

One 22

Two 64

Three 88

>Three 26

No. of Respondents

13%

11% 32%

44%

One Two Three <Three

Interpretation:
44% of the sample is saying that they spend all together 3 hrs in single visit of shopping. The lowest percentage of customers is saying that they spend 1 hr in a single visit of shopping.

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12) Do you make preplan about shopping?

Preplan No. of Respondents

Yes 148

No 52

No.of Respondents

26% 74%

Yes No

Interpretation:
After going through above data we can interpret that most of the respondents made preplan before shopping.

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

Expenditure No. of Respondents

< Rs.1000 48

Rs. 10013000 62

Rs.3001-6000 34

Above Rs. 6001 16

Cant say 40

70 60 50 40 30 20 10 0
48

62

No. of Respondents

40 34

East
16

Above Rs. 6001

Rs. 10013000

Rs.30016000

Interpretation:
After going through above data we can interpret that most of the respondents are spending there money on shopping in between Rs.1001-3000 followed by less than Rs.1000/month.

> Rs.1000

Cant say

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15) What do you expect from store merchandise?

Expectation No. of Respondents

Variety 78

Quality 62

Latest trends & Fashion 20

All the above 40

No. of Respondents

20% 39%

Variety Quality Latest trends & Fashion All the above

31%

10%

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

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Comparison between Pantaloon, Piramyd, Apana bazar and Westside:

Quality of merchandise: Grade Respondents Excellent 4 Good 21 Fair 20 Poor 5

pantaloon
10% 8%

Excellent Good Fair

40% 42%

Poor

Grade Respondents

Excellent 9

Good 22

Fair 16

Poor 3

Piramyd
6% 18%

32%

Excellen t Good Fair Poor

44%

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Grade Respondents

Excellent 2

Good 25

Fair 18

Poor 5

Apana Bazar
10% 4%

36%

50%

Excellent Good Fair Poor

Grade Respondents

Excellent 7

Good 23

Fair 18

Poor 2

Westside
4% 14%

36%

Excellent Good Fair Poor

46%

Interpretation: Sample says that the quality of merchandise is good in Piramyd which has very close competition with Westside followed by pantaloon and Apana bazar in the total sample collected.

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Variety of merchandise: Grade Respondents Excellent 2 Good 9 Fair 32 Poor 7

Pantaloon
14% 4% 18%

Excellent Good Fair Poor

64%

Grade Respondents

Excellent 8

Good 20

Fair 20

Poor 2

Piramyd
4% 16%

40%

Excellent Good Fair Poor

40%

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Grade Respondents

Excellent 15

Good 30

Fair 5

Poor 0

Apana bazar
10% 0% 30%

Excellent Good Fair Poor

60%

Grade Respondents

Excellent 10

Good 34

Fair 4

Poor 2

Westside
8% 4% 20%

Excellent Good Fair Poor

68%

Interpretation: Apana bazar is ahead of pantaloon As the sample says Apana bazar has more varieties in terms of sizes, color, and design than other stores.

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New trend and fashion in merchandise:

Grade Respondents

Excellent 0

Good 20

Fair 30

Poor 0

Pantaloon
20% 0%

40%

Excellent Good Fair Poor

40%

Grade Respondents

Excellent 15

Good 25

Fair 10

Poor 0

Piramyd
20% 0% 30%

Excellent Good Fair Poor

50%

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Grade Respondents

Excellent 0

Good 42

Fair 8

Poor 0

Apana bazar
16% 0%

Excellent Good Fair Poor

84%

Grade Respondents

Excellent 14

Good 22

Fair 14

Poor 0

Westside
0% 28% 28%

Excellent Good Fair Poor

44%

Interpretation: Pantaloon stands at rank 1st in this factor. Data from sample says that Pantaloon is most admired store in terms of latest fashion and style. As example Pantaloon has launched its summer series of Fresh Fashion .Pantaloon is very much flexible in terms of latest style, design and colors.

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Customer relationship management:

Grade Respondents

Excellent 18

Good 25

Fair 7

Poor 0

Pantaloon
14% 0% 36%

Excellent Good Fair Poor

50%

Grade Respondents

Excellent 8

Good 30

Fair 10

Poor 2

Piramyd
4% 20% 16%

Excellent Good Fair Poor

60%

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Grade Respondents

Excellent 0

Good 35
Apana bazar

Fair 10

Poor 5

10% 20%

0%

Excellent Good Fair Poor

70%

Grade Respondents

Excellent 10

Good 30

Fair 10

Poor 0

Westside
20% 0% 20%

Excellent Good Fair Poor

60%

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: Grade Respondents Excellent 20 Good 28 Fair 2 Poor 0

Pantaloon
4% 0%

40%

Excellent Good Fair Poor

56%

Grade Respondents

Excellent 10

Good 20

Fair 20

Poor 0

Piramyd
0% 20%

40%

Excellent Good Fair Poor

40%

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Grade Respondents

Excellent 10

Good 25

Fair 15

Poor 0

Apana bazar
0% 30% 20%

Excellent Good Fair Poor

50%

Grade Respondents

Excellent 10

Good 28
Westside
0%

Fair 12

Poor 0

24%

20%

Excellent Good Fair Poor

56%

Interpretation: Pantaloon is in the rank 1st in this factor. Pantaloons staff has give good service to the customer by the help of there good communication so that they are ahead from Piramyd, Apana bazar and Westside.

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Parking and security:

Grade Respondents

Excellent 32

Good 8

Fair 10

Poor 0

Pantaloon
20% 0%

16% 64%

Excellent Good Fair Poor

Grade Respondents

Excellent 18

Good 20

Fair 12

Poor 0

Piramyd
0% 24% 36%

Excellent Good Fair Poor

40%

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Grade Respondents

Excellent 2

Good 30

Fair 8

Poor 10

Apana bazar
13% 13%

17%

Excellent Good Fair Poor

57%

Grade Respondents

Excellent 5

Good 30

Fair 10

Poor 5

Westside
10% 20% 10%

Excellent Good Fair Poor

60%

Interpretation: Pantaloon is in the rank 1st in this factor. Pantaloon has very wide space for parking so that it is ahead from other competitors in this factor.

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Ambience: Grade Respondents Excellent 5 Good 30 Fair 15 Poor 0

Pantaloon
0% 30% 10%

Excellent Good Fair Poor

60%

Grade Respondents

Excellent 5

Good 25

Fair 20

Poor 0

Piramyd
0% 10%

40%

Excellent Good Fair Poor

50%

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Grade Respondents

Excellent 0

Good 30

Fair 10

Poor 5

Apana bazar
11% 0%

22%

Excellent Good Fair Poor

67%

Grade Respondents

Excellent 18

Good 25

Fair 7

Poor 0

Westside
14% 0% 36%

Excellent Good Fair Poor

50%

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: Grade Respondents Excellent 20 Good 25 Fair 5 Poor 0

Pantaloon
10% 0%

40%

Excellent Good Fair Poor

50%

Grade Respondents

Excellent 0

Good 20

Fair 25

Poor 5

Piramyd
10% 0%

40%

Excellent Good Fair Poor

50%

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Grade Respondents

Excellent 2

Good 35

Fair 10

Poor 3

Apana bazar
6% 20% 4%

Excellent Good Fair Poor

70%

Grade Respondents

Excellent 10

Good 25

Fair 15

Poor 0

Westside
0% 30% 20%

Excellent Good Fair Poor

50%

Interpretation: Pantaloon is in the rank 1st in this factor. Data from sample says that Pantaloon has different billing counter for each department so that it is ahead than its competitor in this factor.

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Sinages & Advertisement: Grade Respondents Excellent 15 Good 25 Fair 10 Poor 0

Pantaloon
20% 0% 30%

Excellent Good Fair Poor

50%

Grade Respondents

Excellent 8

Good 32

Fair 10

Poor 0

Piramyd
20% 0% 16%

Excellent Good Fair Poor

64%

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Grade Respondents

Excellent 0

Good 35

Fair 10

Poor 5

Apana bazar
10% 20% 0%

Excellent Good Fair Poor

70%

Grade Respondents

Excellent 10

Good 30

Fair 10

Poor 0

Westside
20% 0% 20%

Excellent Good Fair Poor

60%

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 its larger and contrasting hoarding and signage, which has more visibility than in Piramyd, Apana bazar and Westside.

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Offers & Discount: Grade Respondents Excellent 25 Good 20 Fair 5 Poor 0

Pantaloon
10% 0%

50% 40%

Excellent Good Fair Poor

Grade Respondents

Excellent 5

Good 20

Fair 25

Poor 0

Piramyd
0% 10%

Excellent Good Fair Poor

50% 40%

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Grade Respondents

Excellent 10

Good 20

Fair 20

Poor 0

Apana bazar
0% 40% 20%

Excellent Good Fair Poor

40%

Grade Respondents

Excellent 5

Good 30

Fair 15

Poor 0

Westside
0% 30% 10%

Excellent Good Fair Poor

60%

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. It makes changes according to the changing scenario. Seasonal promotions such as summer series and winter series have affected in increased demand of its product and increased sales.

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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 respondents prefered 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 in between 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 5pm 9pm. 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. Various options 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 the Women 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.

65

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

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ANNEXURE Questionnaire

Personal Details:Name: Sex: Occupation: Marital status: Age: Education: Income: -

1) Where do you prefer to shop? a) Sitabuldi c) Sadar

b) Dharampeth e) Vardhaman nagar

2) What comes to your mind when you think of a store? a) Shopping b) Entertainment c) Hangout d) Others 3) Would you like to visit a store with.. a) Food court/Restaurants c) Kids zone e) All 4) Which store do you visit the most? a) Pantaloon c) Apana bazaar 5) What attracts you to this store? a) Location c) Price range e) Convenience

b) Movie theatres d) Book store

b) Piramyd d) Westside

b) Variety of brands d) Ambience f) Offers/Discounts

6) How frequently do you visit this store in a month? a) Once b) Twice c) 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 c) Evening 9) With whom do you normally go for shopping? a) Alone c) With parents e) With husband g) With colleagues 10) Whom do you normally shop for? a) For own c) Relatives e) Others 11) How much time do you normally spend in store? a) One Hour c) Three Hours 12) Do you make pre-plan about shopping? a) Yes

b) Afternoon

b) With wife d) With friends f) With kids

b) Family d) Friends

b) Two Hours d) More than three

b) No

13) What is your average expenditure for shopping/month? a) Less than Rs.1000 b) Rs.1001-3000 c) Rs.3001-6000 d) Above Rs.6000 e) Cant say 14) What do you expect from store merchandise? a) Variety c) Latest trends & fashion 15) How do you rate following in this store? Excellent 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 Good Fair Poor

b) Quality d) All the above

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g) Ambience h) Temperature i) Billing process j) Signages & advertisement. k) Offers &Discounts

69