A STUDY ON HOW THE PROMOTIONAL STRATEGIES

FOLLOWED AT PANTALOONS INFLUENCE CONSUMER

BUYING BEHAVIOUR.

AT PANTALOONS RETAIL INDIA LIMITED, In-orbit Mall.

A Project Report Submitted in Partial Fulfilment of the

Requirement for the Award of the degree of

POST GRADUATE DIPLOMA IN MANAGEMENT

By

B. TEJASREE

Registration number: B11420192

AIMA, NEWDELHI

2014-2016

MANAGEMENT HOUSE, 14 INSTITUTIONAL AREA

LODHI ROAD, NEW DELHI-110003

UNDER THE ESTEEMED GUIDANCE OF

Ms. PREETI

(Assistant Professor)

BADRUKA INSTITUTE OF MANGAMENT STUDIES

KACHIGUDA, HYDERABAD

1
 DECLARATION

I B. TEJASREE, hereby declare that this project report titled TO STUDY HOW THE
PROMOTIONAL STRATEGIES FOLLOWED AT PANTALOONS INFLUENCE
CONSUMER BUYING BEHAVIOUR, PANTALOONS RETAIL INDIA LIMITED,
INORBIT MALL, HYDERABAD is a bonafide work undertaken in partial fulfilment of
requirement of the award of POST GRADUATE DIPLOMA IN MANAGEMENT.

The results embodied in this project report have not been submitted to any other
University or Institute for the award of any other degree or diploma.

2
3
Evaluation sheet for Project synopsis:

4
 ACKNOWLEDGEMENTS

I would like to express sincere gratitude to my project guide Ms. Preeti Assistant professor,
Badruka Institute of Management Studies for her timely cooperation and valuable suggestions
throughout the project. I am indebted to her for the opportunity given to work under her
guidance.

My heart full thanks to Mr. Santosh Raj Singh (Marketing Manager) at Pantaloons Retail
India Limited, In-orbit Mall, Hyderabad for providing with constant resources which helped
me to complete the project in time.

Name of the Student

B. Tejasree

B11420192

5
 LIST OF CONTENTS

S.NO CONTENTS PAGE NO.

1 List of Tables I

2 List of Figures II

3 Project Synopsis 9 - 13

4 Chapter 1- Introduction 14 - 18

5 Chapter 2 - Industry & Company Profile 19 - 32

6 Chapter 3 Review of Literature 33 - 49

7 Chapter 4 Data Analysis & Interpretation 50 - 71

8 Chapter 5 Findings, Suggestions & Conclusion 72 - 75

9 Bibliography 81

6
 LIST OF TABLES

TABLE NO DESCRIPTION PAGE NO

Table 1.3 Marketing Mix Elements 16

Table 3.12 Advertising Media Comparison Chart 41

Table 3.16 Personal Selling Advantages & Disadvantages 44

Table 3.17 Sales Promotion Advantages & Disadvantages 45

Table 3.17.2 Tools used for Sales Promotion Advantages & 46

Disadvantages

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 LIST OF FIGURES

FIGURE NO DESCRIPTION PAGE NO

Fig 2.1.3 Types of Retail Stores 22

Fig 2.2.9 Aditya Birla Group Retail Limited 29

Fig 2.2.10 Pantaloons Retail Store 30

Fig 2.2.12 Pantaloons Online Store 32

Fig 3.3 Types of Marketing/Promotional activities 36

Fig 3.7.1 Promotional Objectives 38

Fig 3.9 Elementa of the Promotional mix 39

Fig 3.10 Planning a Retail Promotional strategy 40

Fig 3.13 Newspaper Advertising 42

Fig 3.14 Direct mail 43

Fig 3.15 Magazine Advertisements 43

Fig 3.17.1 Types of Sales Promotion 45

Fig 3.17.2 Tools used for Sales Promotion 46

8
 PROJECT REPORT SYNOPSIS

Name : Bethi Teja sree

Registration Number : B11420192

Name of the Programme : Post Graduation Diploma in Management

(PGDM - Marketing)

Address for Correspondence : D/o Mr. B. Sanjeevaiah

H.no: LIG-865, Road no-4,

KPHB Colony, Kukatpally,

Hyderabad-500085.

Email id : tejasree.bethi@gmail.com

Title of the Project : To study how the promotional strategies followed at

Pantaloons influence Consumer buying behaviour.

Name of the Company : Pantaloons Retail India Limited, In-orbit mall,

Hyderabad.

Name of the Project Guide : Preeti.

Designation : Asst. Professor

Address : Badruka Institute of Management Studies

Station Road, Kachiguda, Hyderabad - 50002

9
 SYNOPSIS

Working Title:

To study how the promotional strategies followed at pantaloons influence consumer buying
behaviour.

Purpose of the research:

In the Global Context of Open Market Economics of Today, the consumer has become the
king. He enjoys a lot of Freedom in his Purchase Decision. A consumer is in the position to
influence the manufacturer or the marketer regarding quality, price, design, among other things.
As a result, the markets no longer remained the "sellers market" it obviously turned in to
"buyers market". With the Indian retail boom, many players are entering with different retail
formats. As a result, competition is becoming very tough. Keeping in mind that the Indian
consumer is price sensitive, each player is trying to attract more customers through different
sales promotional activities. Because Promoting the brand is more important than opening a
store. But the exact picture of the impact of sales promotion on consumer behaviour is yet
unclear to the retailer. This research study tries to find out the effect of retail sales promotions
on consumers buying behaviour.

Aim:

To study and analyse how the consumer buying behaviour is affecting by various promotional
activities available at pantaloons store.

Objectives:

1) To identify what are the promotional offers available at pantaloons store to influence
customers.

2) To study various types of marketing activities done by pantaloons to attract customers.

3) To find what type of additional benefits are provided to motivate consumer buying
process.

4) To analyse the effectiveness of promotional strategies by customer research process.

10
Scope of the study:

This research project is designed to study & identify the various types of promotion methods
and marketing activities employed by pantaloons store and the effect of those promotional
strategies have on consumers and consumer buying behaviour. The scope of the study is to
analyse how the consumer buying process will be influenced by different promotional offers
taken up by pantaloons store. The data for this research project will be collected from customers
directly by distributing questionnaires to them at pantaloons store, In-orbit mall, Hyderabad.

Key Questions:

1) What type of promotional strategies that have major influence on consumer buying
behavior?
2) What are the marketing activities done by pantaloons to attract customers?
3) How the customers are influencing by the additional benefits provided at pantaloons
store?

Hypothesis:

Chi-square test assures optimum standard.

a) Influence of promotional offers available at pantaloons store on consumer buying

process.
Ho: There is no significant difference in influencing consumer buying process due to
promotional offers available at store.
H1: There is a significant difference in influencing consumer buying process due to
promotional offers available at store.

b) Various types of Marketing activities done by pantaloons to attract customers.

Ho: There is no significant difference between marketing activities and customers.
H1: There is a significant difference between marketing activities and customers.

c) Additional benefits are provided to motivate the consumer buying behaviour.

Ho: The consumer buying behaviour will not get influenced due to additional benefits
provided by the store.
H1: The consumer buying behaviour will get influenced due to additional benefits
provided by the store.

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Research Methodology:

Stage 1: Research Design Descriptive Research

Descriptive research studies are conducted when the characteristics of certain groups are to be
described. It seeks to understand the respondents behaviour as well as the influence of
promotional offers on them.

Stage 2: Sampling Design

Sampling unit: Respondents are customers of Pantaloons store.

Sampling technique: A sampling technique used in this project is convenience
sampling in which a sample selected on the basis of convenience of the researcher and
ease.
Sample size: Sample size considered for this study is 100 respondents.

Stage 3: Data Collection

The data will be collected from respondents of sample size 100, to assess the effect of
promotional activities in their buying behaviour.

Data Type: Primary and Secondary data

a) Primary data: It will be collected by administering the questionnaire to the

respondents directly.

Sources of Primary data:

i. Primary data collection method - Survey method: A structured

survey will be conducted in which the respondents will be asked to
answer a formal list of questions.
ii. Data collection tool Questionnaire: The questionnaire is a
combination of open-ended as well as close-ended questions.
iii. Data collection period: 30 days.
b) Secondary data: Store records and Research reports, Journals, Articles and
Internet will be used during this research to gain additional information
regarding the area of research.

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Stage 4: Data Analysis

The data will be analysed and interpreted using Percentage method and Chi-square test or any
suitable statistical tool.

Stage 5: Data Presentation

The data will be presented and followed by Recommendations based on findings, Suggestions
and Conclusion.

Proposed Contents:

Chapter 1: Introduction

Chapter 2: Industry and Company profile

Chapter 3: Research Methodology and Conceptual Framework

Chapter 4: Data Analysis and Interpretation

Chapter 5: Finding Suggestions and Conclusions

Chapter 6: References

Work Plan:

One week Two weeks Two weeks One week

Understanding the Preparing a Collection of Preparing

consumer buying Research Data. the Report/
process. Design. Analysing the Documentation.
Doing a literature Preparing the Data.
review. Questionnaire

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 CHAPTER 1

INTRODUCTION

14
1. INTRODUCTION:
1.1 Defining Marketing:

Marketing starts with customers and ends with customers. Creation of superior customer value
and delivering high levels of customer satisfaction are at the heart of present day marketing. It
is a matter of common sense to appreciate the key marketing success factors. In case a company
really endeavours to understand customer needs, carefully studies competition, develops and
offers superior value at a reasonable price, makes these products available at places convenient
to customers, and communicates with them effectively and efficiently, such products have
every reason to be in demand and will sell consistently.

Successful companies have one common trait. They are all very strongly customer focused in
their orientation. Many other factors contribute to achieving business success, such as
developing great strategy, committed and skilled human resources, reliable and fast
information systems, and excellent implementation and control. But in the final analysis, the
focus and dedication of all these companies is to really understand customers needs and wants
as much as possible and create satisfied customers in their target markets.

In case someone asks several people what they think marketing is, the chances are these
casually picked persons will reveal a variety of descriptions in their responses. Probably, the
first two items describing marketing will be advertising and personal selling, as these two are
the most visible aspects of marketing for most people realise. The shortest definition of
marketing is satisfying consumer needs in a socially responsible way at a profit. Authors of
marketing books have defined marketing in different words.

1.2 Definition: According to Philip Kotler, Marketing is a societal process by which

individuals and groups obtain what they need and want through creating, offering, and freely
exchanging products and services of value with others.

The American Marketing Association defines marketing as: Marketing is an organisational

function and a set of processes for creating, communicating, and delivering value to customers
and for managing customer relationships in ways that benefit the organisation and its
stakeholders.

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 1.3 Marketing Mix:

Marketing mix is a major concept in modern marketing and involves practically everything
that a marketing company can use to influence consumer perceptions favourably towards its
products or services so that consumer and organisational objectives are attained. Marketing
mix is a model of crafting and implementing marketing strategy. Prof. Neil H. Borden first
used the term marketing mix in 1949 to include in the marketing process factors of
distribution, advertising, personal selling, and pricing. Borden claims that the phrase came to
him while reading James Culletons description of the activities of a business executive:

(An executive) a mixer of ingredients, who sometimes follows a recipe as he goes along,
sometimes adapts a recipe to the ingredients immediately available, and sometimes
experiments with or invents ingredients no one else has tried.

There are virtually dozens of marketing mix tools. However, Prof. E. Jerome McCarthy
classified the Marketing Mix Variables in terms of 4 Ps: Product, Price, Place (distribution),
and Promotion. These 4 Ps represent the tactical controllable factors and vary in case of
different products and target markets. This classification is believed to be quite popular in
marketing circles across the world.

Table 1.3: Marketing Mix Elements (4Ps)

Product Decisions Price Decisions Place Decisions Promotion Decisions

Brand name Pricing strategy Distribution Advertising

Functionality Suggested retail price Channels Sales promotion
Styling Wholesale price Market coverage Personal selling
Quality Various discounts Inventory PR / publicity
Safety Seasonal pricing Warehousing Promotional
Packaging Bundling Order processing budget
Repairs & Price flexibility Transportation
support Price discrimination
Warranty
Accessories and
services

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Three other marketing mix classifications by: (1) Albert Frey, (2) William Lazer and Eugene
J. Kelly, and (3) Mary Bitner and Bernard Booms are worth noting. Freys two factor
classification includes, (1) The Offering: product, packaging, brand, price, and service. (2)
Methods and Tools includes distribution channels, personal selling, advertising, sales
promotion, and publicity. The second classification proposed by Lazer and Kelly includes three
factors: (1) Goods and Services Mix, (2) Distribution Mix, and (3) Communications Mix, and
Bitner and Booms includes 7 Ps. However, the 4Ps remain the most popular classification in
terms of marketing mix.

A more recent marketing mix classification proposed by Robert Lauterborn focuses on

customers point of view and includes: (1) Customer Benefit, (2) Customer Cost, (3) Customer
Convenience, and (4) Communication. Lauterborns view is that 4Ps correspond to customers
4Cs.

Mc Carthys Classification (4Ps) Lauterborns Classification (4Cs)

1. Product 1. Customer Benefit

2. Promotion 2. communication
3. Place (distribution) 3. Customer Convenience
4. Price 4. Customer Cost

Marketing management strives to develop the most appropriate combination of marketing mix
variables for each product to match the needs of the target market. Marketing mix elements are
altered to accommodate the changing market conditions and changing marketing strategies
adopted by competing companies.

1.4 Defining Promotion:

Promotion refers to raising customer awareness of a product or brand, generating sales, and
creating brand loyalty. It is one of the four basic elements of the market mix, which includes
the four P's: price, product, promotion, and place.

Promotion is also defined as one of five pieces in the promotional mix or promotional plan.
These are personal selling, advertising, sales promotion, direct marketing, and publicity. A
promotional mix specifies how much attention to pay to each of the five factors, and how much
money to budget.

17
1.5 Promotion (Marketing Communications):

Promotion is a key element of marketing programme and is concerned with effectively and
efficiently communicating the decisions of marketing strategy, to favourably influence target
customers perceptions to facilitate exchange between the marketer and the customer that may
satisfy the objectives of both customers and the company. In reality, everything that a company
does has the potential to communicate something to the target customers. For instance, the
price of a product has the potential to communicate to target customers a certain image of the
product. For example, a low-priced designer dress is unlikely to attract high-profit, well-heeled
target customers, while less affluent buyers may find the designs too avant grade for comfort.
The major elements of promotion mix include advertising, personal selling, sales promotion,
direct marketing, and publicity. A companys promotion efforts are the only controllable means
to create awareness among publics about itself, the products and services it offers, their
features, and influence their attitudes favourably. It is critically important for marketing
managers to create a strong marketing mix, because any weak element not complementing
others can adversely affect the chances of a products success in the market-place. All the
marketing mix elements should complement others to communicate effectively with target
market. The best products and high class promotional efforts would not sell it if they products
are not available at distribution outlets.

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 CHAPTER 2

INDUSTRY & COMPANY PROFILE

19
2.1 RETAIL INDUSTRY PROFILE:

Retail involves the process of selling consumer goods or services to customers through
multiple channels of distribution to earn a profit. Demand is created through diverse target
markets and promotional tactics, satisfying consumers' perceived wants and needs through a
lean supply chain. In the 2000s, an increasing amount of retailing occurs online using electronic
payment and delivery via a courier or via postal mail. Retailing as a sector includes
subordinated services, such as delivery. The term "retailer" is also applied where a service
provider services the small orders of a large number of individuals, rather than large orders of
a small number of wholesale, corporate or government clientele. Shops may be on residential
streets, streets with few or no houses, or in a shopping mall. Shopping streets may restrict traffic
to pedestrians only. Sometimes a shopping street has a partial or full roof to create a more
comfortable shopping environment - protecting customers from various types of weather
conditions such as extreme temperatures, winds or precipitation. Forms of non-shop retailing
include online retailing (a type of commerce used for business-to-consumer (B2C)
transactions) and mail order.

Shopping generally refers to the act of buying products. Sometimes this is done to obtain final
goods, including necessities such as food and clothing; sometimes it takes place as
a recreational activity. Recreational shopping often involves window shopping (just looking,
not buying) and browsing: it does not always result in a purchase.

Retail comes from the Old French word tailler, which means "to cut off, clip, pare, divide" in
terms of tailoring (1365). It was first recorded as a noun with the meaning of a "sale in small
quantities" in 1433 (from the Middle French retail, "piece cut off, shred, scrap, paring"). Like
in French, the word retail in both Dutch and German also refers to the sale of small quantities
of items.

2.1.1 Retail Strategy:

The retailing strategy is a marketing plan abstractly designed to offer its products and services
in a way that will optimize customer satisfaction. Service quality and marketing mix strategy
have significant and positive association on customer loyalty. The marketing strategy
effectively outlines all key aspects of firms targeted audience; demographic and preference.
Throughout a highly competitive market, the retail strategy sets up long-term sustainability. It
focuses on customer relationships, stressing the importance of added value and customer

20
satisfaction. The retail mix is designed to complement the retail strategy through theoretical
tools such as the product, its quality and value, the promotions, place, and price.

2.1.2 Retail store design strategy:

The design of a retail store is critical when appealing to its intended market, as this is where
first impressions are made. It can influence a consumers perception of the quality of the store,
visually communicating value. Certain techniques are used to create a consumer brand
experience, which in the long run drives brand loyalty. The front of the store is paid close
attention too, known as the decompression zone". This is usually an open space in the entrance
of the store to allow customers to adjust to their new environment. An open planned floor
design is effective in retail as it allows customers to see everything. Depending on what side
of the road cars drive on in the country, determines what way the store will direct its customers.
New Zealand retailer stores for instances would direct customers to the left. Brands are now
recognizing that human nature has a conceptual profile and a sensory profile. Through the
notions of sensory stimulation retailers can engage maximum emotional impact between a
brand and its consumers by relating to both profiles; the goal and experience. By achieving so
it can influence purchasing behaviour maximizing outcomes. This is done through the relation
of touch, smell, sight, taste and noise. It is common for a retailer store to play music that relates
to their targeted market. Jewellery stores like Michel Hill have dim lighting to creating a sense
of intimacy. Super markets offer taste testers. Clothing garments are at arms reach, allowing
customers to feel the different textures of clothing. Wooden floors also contrast with the
carpeted fitting rooms, which is designed to create a sense of homeliness when trying on
garments. Peter Alexandra is renowned for their scented candles. These aspects outlined add
to the sensory experience put in place to strategically achieve customer satisfaction and
retention. This will create future opportunity and help a brand stand out in amongst the
competitive market.

A marketplace is a location where goods and services are exchanged. The traditional market
square is a city square where traders set up stalls and buyers browse the stores. This kind of
market is very old, and countless such markets are still in operation around the whole world.

In some parts of the world, the retail business is still dominated by small family-run stores, but
this market is increasingly being taken over by large retail chains. Most of these stores are
called high street stores. Gradually high street stores are being re-grouped in condensed

21
geographical areas along specific streets or districts such as the Magnificent Mile in Chicago,
Illinois or at single locations called malls. These are more defined and planned spaces for retail
stores and brands.

2.1.3 Types of Retail Stores:

There are several distinct types of retail stores, each different from the other in terms of product
assortment, level of service and price level depending upon the requirements of its target
market.

Fig: 2.1.3

1. Department store:

Department stores are very large stores offering a huge assortment of "soft" and
"hard" goods which often bear a resemblance to a collection of specialty stores. A
retailer of such store carries a variety of categories and has a broad assortment of goods
at an average price. They offer considerable customer service.

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2. Discount store:

Discount stores tend to offer a wide array of products and services, but they
compete mainly on price. They offer extensive assortments of merchandise at
affordable and cut-rate prices. In the past, retailers sold less fashion-oriented brands.
However, in more recent years companies such as TJX Companies (Own T.J. Maxx
and Marshalls) and Ross Stores are discount store operations increasingly offering
fashion-oriented brands on a larger scale.

3. Specialty store:

A specialty (BE: speciality) store has a narrow marketing focus either

specializing on specific merchandise, such as toys, shoes, or clothing, or on a target
audience, such as children, tourists, or plus-size women. Size of store varies some
specialty stores might be retail giants such as Toys "R" Us, Foot Locker, and The Body
Shop, while others might be small, individual shops such as Nutters of Savile
Row. Such stores, regardless of size, tend to have a greater depth of the specialist stock
than general stores, and generally offer specialist product knowledge valued by the
consumer. Pricing is usually not the priority when consumers are deciding upon a
specialty store; factors such as branding image, selection choice, and purchasing
assistance are seen as important. They differ from department
stores and supermarkets which carry a wide range of merchandise.

4. Convenience store:

A convenience store provides limited amount of merchandise at more than

average prices with a speedy checkout. This store is ideal for emergency and immediate
purchase consumables as it often works with extended hours, stocking every day.

5. Hypermarkets:

Provides variety and huge volumes of exclusive merchandise at low margins.

The operating cost is comparatively less than other retail formats.

6. Supermarket:

A supermarket is a self-service store consisting mainly of grocery and limited

products on non-food items. They may adopt a Hi-Lo or an EDLP strategy for pricing.
The supermarkets can be anywhere between 20,000 and 40,000 square feet (3,700 m2).
Example: SPAR supermarket.

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 2.1.4 Retail pricing:

The pricing technique used by most retailers is cost-plus pricing. This involves adding a mark-
up amount (or percentage) to the retailer's cost. Another common technique is suggested. This
simply involves charging the amount suggested by the manufacturer and usually printed on
the product by the manufacturer.

In Western countries, retail prices are often called psychological prices or odd prices. Often
prices are fixed and displayed on signs or labels. Alternatively, when prices are not clearly
displayed, there can be price discrimination, where the sale price is dependent upon who the
customer is. For example, a customer may have to pay more if the seller determines that he or
she is willing and/or able to. Another example would be the practice of discounting for youths,
students, or senior citizens.

2.1.5 Retail classification:

Retail industry can be broadly classified into two categories namely- organised and
unorganised retail.

Organized retail - Organized traders/retailers, who are licensed for trading activities and
registered to pay taxes to the government.
Unorganized retail It consists of unauthorized small shops - conventional Kirana
shops, general stores, corner shops among various other small retail outlets - but remain
as the radiating force of Indian retail industry.

2.2 COMPANY PROFILE:

2.2.1 History of Aditya Birla Group:

Aditya Birla Group is one of India's largest conglomerates and also claims to be the most
international of the country's major corporations. The company acts as a holding company for
more than 72 manufacturing and services subsidiaries throughout India, and in Thailand,
Indonesia, the Philippines, Malaysia, Australia, China, Egypt, and Canada. Aditya Birla's major
subsidiaries include Grasim, the world's leading producer of viscose staple fibre, and a
manufacturer of rayon grade pulp, cement, sponge iron, textiles, and chemicals; Hindalco, a

24
leading producer of aluminium and copper; Ultra Tech Cement, which produces Portland
cement and related products; Aditya Birla Nuevo, which manufactures clothing, textiles, and
carbon black and is India's second largest producer of viscose filament yarn; Indo Gulf, a
fertilizer producer; Birla NGK Insulators (a joint venture with NGK of Japan), which is the
world's leading producer of insulators; and Idea Cellular Ltd., a mobile service provider jointly
owned with fellow Indian conglomerate Tata Industries. The company also produces software
and provides IT services, and operates a number of financial products subsidiaries. The
company's Birla Sun Life Insurance Co. is the second largest private sector insurance company
in India, and its Birla Sun Life Asset Management Co. is the country's fourth largest assets
manager. In other areas, the company claims to be the world's eighth largest producer of cement
and the world's fourth largest producer of carbon black. These operations combine to generate
revenues of nearly $7.6 billion per year. The company is led by Kumar Mangalam Birla, son
of Aditya Birla.

2.2.2 Company Perspectives:

Our Vision: To be a premium global conglomerate with a clear focus on each business.
Our Mission: To deliver superior value to our customers, shareholders, employees and
society at large.
Our Values: Integrity; Commitment; Passion; Seamlessness; Speed.

2.2.3 Leading Diversified Conglomerate in the New Century:

Aditya Birla nonetheless remained committed to its structure as a highly diversified

conglomerate. The company also took advantage of the liberalization of India's economy,
launched during the country's economic crisis in 1991, to enter a number of new areas. In 1988,
for example, the company launched a petroleum refining joint venture with Petroleum
Corporation. The company then entered the telecommunications market, forming a joint
venture with AT&T of the United States, Birla AT&T, in 1995. That company merged with
Tata Communications in 2000, becoming one of the country's leading telecom groups.

Through Hindalco, the company launched fertilizer production, under subsidiary Indo Gulf in
the late 1980s; in 1998, Indo Gulf added the production of copper as well. In 2002, Hindalco
was restructured, with its fertilizer production spun off into a separate company, Indo Gulf

25
Fertilisers. Indo Gulf's copper business was placed directly under Hindalco. By then, Hindalco
had acquired major rival Indal, an aluminium producer founded near Kolkata in 1938. That
acquisition was completed in 2000; two years later, Indal boosted its aluminium foil production
through the purchase of control of Annapurna Foils. Indal was merged into Hindalco in 2004.

Other new markets for Birla included software development and IT services, which were
regrouped into Birla Technologies Ltd. in 2001. The company entered the power generation
market through a joint venture with Powergen PLC. In 1999, Birla added financial services to
its range, forming a joint venture with Canada's Sun Life Assurance.

Into the mid-2000s, Birla also continued to expand its international network. The company
made its first entry into the North American market, acquiring the Athol Ville Pulp Mill in
New Brunswick, Canada. The purchase, completed in 1998, established Birla as the world-
leading producer of viscose staple fibre and also marked its first major foreign acquisition. In
2003, the company turned to Australia, buying up the Nifty Copper mines in Western Australia.
The purchase enabled Birla to develop into an integrated copper group, supplying its factories
in India with raw material. Later that year, the company bought up a second Australia copper
mine, at Mt. Gordon. In that year, as well, Birla extended its reach into the mainland Chinese
market, where it established a carbon black production unit, Liaoning Birla Carbon. Back at
home, the company launched a project to build a new aluminium production complex in Orissa,
beginning construction in 2005.

Birla's international expansion continued to drive the company's growth into the mid-2000s. In
2005, for example, the company reached an agreement to acquire the St. Anne Nackawic Pulp
Mill in Canada. The company also sought out new markets; in March 2006, the company
announced its plans to build a $350 million viscose staple fibre plant in Laos. Aditya Birla had
grown into one of India's leading conglomerates, and a major player on the world market.

2.2.4 Principal Subsidiaries:

Aditya Birla Chemicals (Thailand) Ltd.; Aditya Birla Nuvo Ltd.; Alexandria Carbon Black
Company S.A.E. (Egypt); Alexandria Fibre Company S.A.E. (Egypt); AV Cell Inc. (Canada);
AV Nackawic Inc. (Canada); Birla Mineral Resources Pty. Ltd. (Australia); Birla Mt. Gordon
Pty. Ltd. (Australia); Century Textiles; Grasim Industries Limited; Hindalco Industries
Limited; Indo Gulf Fertilisers Limited; Indo Phil Textile Mills (Philippines); Indo Thai

26
Synthetics; Liaoning Birla Carbon Co. Ltd. (China); Pan Century Edible Oils (Malaysia); PSI
Data Systems Limited; PT Elegant Textile Industry (Indonesia); PT Indo Bharat Rayon
(Indonesia); PT Sunrise Bumi (Indonesia); Thai Acrylic Fibre; Thai Carbon Black; Thai
Peroxide; Thai Rayon; Trans Works Information Services Ltd.

2.2.5 Principal Competitors:

RPG Enterprises; Tata Sons Ltd.; Murugappa Group; Jaypee Group; Amalgamations Ltd.;
Dabur India Ltd.; Balmer Lawrie and Company Ltd.; Escorts Ltd.; HMT Ltd.; Greaves Cotton
Ltd.; Bombay Burmah Trading Corporation.

2.2.6 Key Dates:

1870 - Seth Shiv Narayan Birla launches a cotton- and jute-trading business in the town
of Pilani, in Rajasthan, India.
1919 - Grandson Ghanshyamdas Birla sets up a jute mill, establishing the family's
industrial holdings.
1947 - The Birla family sets up the Grasim weaving plant, later adding production of
rayon.
1958 - The company establishes Hindalco for production of aluminium.
1966 - Indian Rayon Corporation is acquired.
1969 - Under Aditya Birla, the company launches international expansion, founding
Indo Thai Synthetics in Thailand.
1978 - Carbon black production is launched in Thailand.
1988 - Indo Gulf is formed under Hindalco for the production of fertilizer.
1995 - Aditya Birla dies and is succeeded by son Kumar Mangalam Birla, who later
leads a restructuring and streamlining of the group; a joint venture, Birla AT&T, is
formed.
1998 - Info Gulf begins copper production; Birla enters Canada with the purchase of
Athol Ville Pulp Mill in New Brunswick.
1999 - Birla adds financial services through an insurance joint venture with Canada's
Sun Life.
2000 - Birla AT&T merges with Tata Communications; Hindalco acquires Indal.

27
 2002 - Hindalco restructures and spins off Indo Gulf Fertilizers; Annapurna Foils is
acquired.
2003 - Birla acquires Nifty Copper and Mt. Gordon Copper mines in Australia; the
company enters China with the creation of the carbon black joint venture, Liaoning
Birla.
2004 - Indal merges into Hindalco.
2005 - Construction of a new aluminium facility begins in Orissa, India; the St. Anne
Nackawic Pulp Mill in Canada is acquired.
2006 - The company announces plans to build a new viscose staple fibre plant in Laos.

2.2.7 Aditya Birla Group The Indian Scenario:

A top fashion (branded apparel) and lifestyle player

The second-largest player in viscose filament yarn
The largest producer in the choler-alkali sector
Among the top three mobile telephony companies
A leading player in life insurance and asset management
Among the top two supermarket chains in the retail business

2.2.8 Aditya Birla Group Beyond Business:

Reaches out annually to 7.5 million people through the Aditya Birla Centre for
Community Initiatives and Rural Development, spearheaded by Mrs. Rajashree Birla.
Works in 5,000 villages globally.
Focuses on: health-care, education, the girl child, sustainable livelihood, women
empowerment projects, infrastructure and espousing social reform.
Runs 42 schools which provide quality education to 45,000 children. Of these 18,000
students belong to the underprivileged segment. Merit Scholarships are given to 24,000
children from the interiors.
Its 18 hospitals tend to more than a million villagers.
Ongoing education, healthcare and sustainable livelihood projects in Philippines,
Thailand, Indonesia, Egypt, Korea and Brazil, lift thousands of people out of poverty.
Set up the Aditya Birla India Centre at the London Business School.

28
The Aditya Birla Group transcends conventional barriers of business because we believe it is
our duty to facilitate inclusive growth.

2.2.9 ADITYA BIRLA GROUP RETAIL LIMITED:

Fig: 2.2.9

Aditya Birla Retail Limited (ABRL) is the retail arm of Aditya Birla Group, a $41 billion
corporation. The company ventured into food and grocery retail sectors in 2007 with the
acquisition of Trinethra Super Retail and subsequently expanded its presence across the
country under the brand more with two formats Supermarkets and Hypermarkets.

In keeping with its motto Quality 1st, ABRL takes pride in being the first ever Indian food and
grocery retailer to receive the Food Safety Management System (FSMS) certification. The
company bagged the award for ensuring that manufacturing, storage, distribution and sales of
food adhere to the highest quality standards. The Aditya Birla Science and Technology Centre
in Taloja drives the quest for world-class quality through extensive research and development
across food and non-food categories.

Through Club more and its comprehensive range of brands, including power brands VOW,
Feasters and Kitchens Promise that offer unbeatable value for homemakers, the company
aims to create customers who keep on returning for more. In all, the company's family of Club
more members have grown to 17 million, all of whom enjoy a host of customised offers and
great savings.

29
ABRL follows the best industry practices in order to unlock the full potential of its staff through
its world-class learning institutes the Aditya Birla Centre for Retail Excellence and
Gyanodaya. Coupled with learning initiatives such as SPARK, Aarohan and Aarambh, these
initiatives are critical in helping their people imbibe the key characteristics of the Quality 1st
philosophy.

2.2.10 About Pantaloons:

Fig: 2.2.10

India's largest and fastest growing big box fashion retailer, Pantaloons is one of the fastest
growing lifestyle apparel retail destinations in India. Constantly innovating designs, concepts
and products by infusing the latest trends in fashion and clothing styles, Pantaloons has a
repertoire of lifestyle brands to cater to every consumer's needs across multiple occasions.

Voted as 'India's Most Trusted Apparel Retail Brand - Pantaloons, a division of Aditya Birla
Fashion and Retail Limited has always been one of the most loved large format fashion retailers
in India.

Post-acquisition by Aditya Birla Nuvo Limited in 2013, Pantaloons is today the fastest growing
large format retailer in the country. The rate of new store openings has increased from one
every two months to one every two weeks. The brand is now present in 50 Indian cities.

The company offers a wide range of brand offerings across apparel and non-apparel categories
and across varied price points. It operates across categories of casual wear, ethnic wear, formal

30
wear, party wear and active wear for men, women and kids. Womenswear is the lead category
contributing to half of total apparel sales. Non-apparel products include footwear, handbags,
cosmetics, perfumes, fashion jewellery and watches.

Post-acquisition by the Aditya Birla Group, significant investments were made focused on store
upgradation, expansion, deeper Pan-India penetration, portfolio enrichment, brand building
and organisation processes to lay the foundation for its future growth.

Pantaloons began in 1997 as a Future Group company in the quest to equip the emerging Indian
middle-class with an indigenous fashion retail format. Consistent with the times, the model
was of a discount fashion retailer.

"By 2017, The Aditya Birla Group endeavours to become the leading Indian conglomerate
for sustainable business practices across its global operations, balancing its economic
growth with environmental and social interests. - Kumar Mangalam Birla, Chairman,
Aditya Birla Group.

2.2.11 Leading brands at Pantaloons:

Pantaloons today retails over 200 licensed and international brands, including 14 exclusive in-
house brands.
The Pantaloons exclusive brand bouquet include Rangmanch, Ajile, Honey, Akkriti, Chalk,
Annabelle, Trishaa, Alto Moda, Poppers, Chirpie Pie; besides, it also features brands licensed
on a long-term basis: Bare, Rig, SF Jeans, Byford, JM Sports, Lombard and Candies.

The company launched six new brands in FY'15, including Alto Moda, SF Jeans, Candie's New
York, Byford, Poppers and Chirpie Pie.

Pantaloons hosts Madura Fashion & Limited's brands such as Louis Philippe, Van Heusen,
Allen Solly, Peter England and People in menswear; Van Heusen and Allen Solly in
womenswear, and Allen Solly Junior.

It also retails partner brands such as John Miller, Celio, Spykar, Levis and Lee Cooper in
menswear; Jealous 21, 109*F, AND, Chemistry and KRAUS in women's western wear; BIBA,
Global Desi, and W in women's ethnic wear; Barbie and Ginny & Jony in kids wear.

31
2.2.12 Pantaloons Online Store:

Pantaloons also retails via Trendin.com, the official online store launched by Madura Fashion
& Lifestyle. Brands such as Louis Philippe, Van Heusen, Peter England, Allen Solly and
People are available on Trendin.com. These are also available on all other leading e-commerce
portals.
Pantaloons enjoys a loyal customer base of over 4.5 million (as of End-September 2015). It
runs its own four-tier loyalty programme called Green card.

Fig: 2.2.12

32
 CHAPTER 3

REVIEW OF LITERATURE

33
3. REVIEW OF THE LITERATURE:

3.1 Defining Promotion:

Promotion refers to raising customer awareness of a product or brand, generating sales, and
creating brand loyalty. It is one of the four basic elements of the market mix, which includes
the four P's: price, product, promotion, and place.

Promotion is also defined as one of five pieces in the promotional mix or promotional plan.
These are personal selling, advertising, sales promotion, direct marketing, and publicity. A
promotional mix specifies how much attention to pay to each of the five factors, and how much
money to budget.

3.2 Purpose of Promotion:

Fundamentally, there are three basic objectives of promotion. These are:

1. To present information to consumers and others.

2. To increase demand.
3. To differentiate a product.

The purpose of a promotion and thus its promotional plan can have a wide range, including:
sales increases, new product acceptance, creation of brand equity, positioning, competitive
retaliations, or creation of a corporate image.

The term promotion is usually an "in" expression used internally by the marketing company,
but not normally to the public or the market, where phrases like "special offer" are more
common. Examples of a fully integrated, long-term, and large-scale promotion are My Coke
Rewards in the U.S. or Coke Zone in the UK and Pepsi Stuff.

3.3 Types of Promotions:

"Promotions" in any industry is a vital ingredient of marketing plan to retain best customers
and to attract new ones. The retail market faces increasingly stiff competition, and is flooded
with various promotional offers to drive-in traffic. Hence, the consumer today is left with a
large range of promotions to choose from in almost all the product categories. To list a few:

34
1. Quantity/Product concession

1) Buy one get one free

2) Innovative cross-sell and up-sell strategies
3) Free samples to test new product
4) Offering promotions on particular day of a week to drive sales
5) Pseudo personalized promotions targeting particular customer segment
(students/promotions linked to age, height, gender, profession)

2. Price discount

1) Some per cent off per item

2) Fixed amount off per item
3) Discount vouchers

3. Advertisements

1) On-line/e-mail coupon
2) Mobile coupon

4. Shipping promotions

1) Free delivery of product

2) Money off on delivery item by means of a selected ship mode

These are some of the promotions that may lure customers to purchase a product. In spite of
such attractive offers, there is a high probability that a customer may not avail or take advantage
of every offer that comes their way.

In retail industry, Promotional activities and Branding are must for a brand to increase sales
against competitors. Some of the branding & promotional activities done at pantaloons are
shown.

35
 Fig: 3.3

3.4 Historical Importance:

Historically, manufacturers were more powerful than retailers, according to the book Retail
Marketing, by Malcolm Sullivan and Dennis Adcock. If a retailer didnt comply with a
manufacturers demands -- concerning product pricing, shelf placement, in-store promotions
and so on -- the manufacturer could refuse to supply the retailer and perhaps opt to work with
its competitors instead.

3.5 Modern Retail Marketing:

More recently, technological, cultural and economic changes have shifted the balance of power
to retailers, according to Sullivan and Adcock. For example, retailers now can track customer
shopping data, which provides an important source of consumer research that manufacturers
cant directly access. Also, retail stores have launched in-store brands, making them viable
competitors with major manufacturers. In other words, as retailers have increased their

36
capabilities and power, being able to work with retailers has become increasingly important for
any manufacturer whose business model depends on being visible to the typical consumer.

3.6 Retail Promotion:

Any communication by a retailer that informs, persuades, and/or reminds the target market
about any aspect of that firm.
Designed to promote the goods and services offered in the business district and to directly
generate retail sales.
Can promote general services (e.g. invited hours for regular customers), convenience and
special attractions.

3.6.1 Retail Promotion Activities:

i. Cooperative promotion: Focuses attention on a cluster of stores in the same category

that can be promoted together. Could be used to generate customer traffic during
otherwise slower periods.
ii. Cross-retail promotion: Groups businesses with complimentary goods in a single
retail event or coordinated display. Can be used both to bring new customers to a district
and to encourage those in the district to patronize additional businesses.
iii. Niche promotion: Targets specific consumer groups through specially distributed
flyers, coupons, posters and/or media advertisements.

3.7 Promotional Objectives:

Increase sales
Stimulate impulse and reminder buying
Raise customer traffic
Get leads for sales personnel
Present and reinforce the retailer image
Inform customers about goods and services
Popularize new stores and Web sites

37
 Capitalize on manufacturer support
Enhance customer relations
Maintain customer loyalty
Have consumers pass along positive information to friends and others

3.7.1 Promotional Objectives:

Fig: 3.7.1

1. Make the objectives measurable and obtainable.

2. Develop total promotional campaigns, not just ads.
3. New stores need higher promotional budgets than established stores.
4. Stores in out-of-the-way locations require higher promotional budgets than stores with
heavy traffic.
3.8 Management of Promotional Efforts Must Fit into a Retailers Overall Strategy:

A retailers location will help determine the target area for promotions.

38
 Retailers need high levels of traffic to keep merchandise moving promotion helps build
traffic.
Retailers credit customers more store loyal and purchase on larger quantities making
them an excellent target for promotions.
Promotions can increase short-run cash flow.
Promotional creativity and style should coincide with building and fixture creativity.
Promotion can be viewed as a major component of customer service because it provides
information.

3.9 Elements of the Promotional Mix:

A promotional mix is an allocation of resources among five primary elements:

Advertising.
Public relations or publicity.
Sales promotion.
Direct marketing.
Personal selling.

Fig: 3.9

39
3.10 Planning a Retail Promotional Strategy:

Fig: 3.10

3.11 Promotional Guidelines:

Utilize promotions that are consistent with and enhance store image.
Review success or failure of each promotion to help in developing future promotions.
Test new promotions when possible.
Use appeals that are of interest to the target market and that are realistic to obtain.

40
3.12 Advertising Media Comparison Chart:

Fig: 3.12.1

Fig: 3.12.2

41
3.13 Newspaper Advertising:

Advertising is a medium through which an individual or organization highlights the USPs and
benefits of a product or service to influence the buying behaviour of the individuals.

Commercial ads seek to generate increased consumption of their products or services through
"branding," which associates a product name or image with certain qualities in the minds of
consumers. Non-commercial advertisers who spend money to advertise items other than a
consumer product or service include political parties, interest groups, religious organizations
and governmental agencies. Non-profit organizations may use free modes of persuasion, such
as a public service announcement.

Fig: 3.13

3.14 Direct Mail:

Direct-mail advertising is the process of sending offers or promotions

by mail to current customers or other consumers. Direct-mail advertising pieces often include
a sales letter, brochure, order form and prepaid envelope. Small companies will also advertise
in direct-mail magazines or inserts with other companies to save on costs. A number of benefits
accrue to using direct-mail advertising.

42
 Fig: 3.14

3.15 Magazine Advertisements:

Print media is also one of the most effective ways to promote a brand. Newspapers, magazines,
catalogues, journals make the brand popular amongst the individuals. Retailers can buy a small
space in any of the leading newspapers or magazines; give their ads for the individuals to read
and get influenced.

Fig: 3.15

43
3.16 Personal Selling:

Oral communication with one or more perspective customers for the purpose of making a sale.

Advantages Disadvantages

Message can be adapted Limited number of customers handled at

one time

Many ways to meet customer needs High costs

High attention span Doesnt get customer in store

Less waste Self-service discouraged

Better response Negative attitudes toward salespeople

Immediate feedback

Table: 3.16

3.17 Sales Promotion:

Encompasses the paid communication activities other than advertising, public relations, and
personal selling that stimulate consumer purchases and dealer effectiveness.

Communication strategies designed to act as a direct inducement, an added value, or incentive

for the product to customers.

Advertising & publicity may create the desire but its conversion into sales can be achieved only
by sales promotion through its short-term incentives.

Helps to shape the buying patterns, attract new customers, or increase sales.

44
 Advantages Disadvantages

Eye-catching appeal Difficult to terminate

Distinctive themes and tools Possible damage to retailers image

Additional value for customer More stress on frivolous selling points

Draws customer traffic Short-term effects only

Maintains customer loyalty Used as a supplement

Increases impulse purchases

Fun for customers

Table: 3.17

3.17.1 Types of Sales Promotions:

Fig: 3.17.1

45
3.17.2 Tools used for Sales promotion:

Fig: 3.17.2

Table: 3.17.2

46
3.18 Major Challenges Facing Fashion Retail Industry Today:

3.18.1 Clothing Retailers Must Not Neglect:

With the increase in fashion fads and awareness of the fashion industry, many retailers have
encountered different challenges in maintaining their brands in the highly competitive fashion
market.

Below are major challenges facing in fashion industry

3.18.2 Dynamic Customer Needs:

Fashion awareness has greatly increased because of social media, blogs and forum discussions.
Customers fashion interests can change very quickly, making it difficult for fashion retailers
to produce according to the demand. If a fashion retailer searches the Internet, they will find
wide variations that would appeal to customers needs. It may be worth conducting
comprehensive surveys, fashion market research, or engaging in online discussions to
understand customers needs and expectations.

3.18.3 Visibility in the Market:

Competition in the fashion industry has become more intense, not only with the rapid evolution
of fashion trends but also due to the multiple channels reaching out to customers. To stand out
from the crowd, product differentiation is the biggest challenge that fashion retailers have been
constantly facing.

3.18.4 The Growing Popularity of Online Fashion Stores:

Fashion retailers with bricks-and-mortar stores are now being forced to compete with online
retailers. More young women prefer to shop online since that way they can enjoy shopping
anytime, anywhere. Also, online retailers often offer comparable fashion products at lower
prices as they do not have to pay the rent of physical stores.

Rent is one of the problems faced by many small and large fashion retailers with physical
stores. The price of office and commercial space is increasing rapidly, making it hard for them
to meet the expenses without having the brand quality suffer. Some have opted to rely on online
marketing, mostly on social media, to build their brands. In fact, a good reputation on social
media can actually translate into better sales.

47
3.18.5 Apparel Inventory Management:

Most fashion fads are seasonal, can be unpredictable, and tend to have a short lifespan. Many
retailers try to empty their store inventory quickly by effective price setting and still meet the
profit margin. Discounted prices are given after the seasonal fashion trend slowly declines and
when most people are no longer interested in buying them. This cycle has always been a
challenge for fashion retailers, especially with the evolving trends within the fashion vertical.

Keeping up with the latest and current trends is not the only problem faced by fashion retailers
with regard to clothing inventory. Having relevant historical data based on demand changes by
season, year, location, promotion, and event, help fashion retailers to accurately plan product
allocation, pricing, assortment, and new product replenishment. However, due to evolving
fashion trends, retailers in the fashion industry are constantly releasing new items that were not
sold before, giving them no data on history of supply and demand, and the possible outcome
of selling the products.

It is necessary for fashion retailers to have a strong fashion sense and the ability to predict
fashion trends in order to create a strategic sourcing plan.

3.18.6 Economic Trends:

Forecasts in fashion retail industry depend on economic trends. Economic factors, such as
global recessions, increase in personal income, interest rates, and job growth play significant
roles in the fashion retail industry and consumer spending.

The increased price of raw materials for cloth production, rising labour costs, and customers
decreasing purchasing power has yielded lower profit margins for most fashion retailers. Some
were forced to collaborate with other brands to broaden their customer reach, and merge with
or acquire other fashion retailers in order to grow their share.

Due to their economic constraints, consumers are more vigilant about the prices set on each
product, and they have easy access to the Internet to compare pricing information. Fashion
retailers are aware that people would rather spend time browsing on the Internet to look for
clothes with the right price than spending hours strolling in the malls. Thus, fashions
aficionados are not only limited to the availability of the market nearby but now have access
to a wide variety of outlets with the help of the Internet. Access to this information has made
fashion retailers more sensitive about setting their prices.

48
Technology has paved the way for consumers to be more aware of the fashion industry.
However, this awareness has led to both positive and negative effects for fashion retailers.
Their constant struggle to understand the economic market of fashion and consumer behaviour,
competing within the market, and meeting the demands of the latest and current trends in the
fashion industry; have become more complicated with the rise of the internet and social media.
This does not mean that there is no solution to these challenges. Constant research and
application have always been the first and foremost defence for fashion retailers in this
competitive field.

49
 CHAPTER 4

DATA ANALYSIS AND

INTERPRETATION

50
 1) Which pantaloons store do you visit more?

Particulars No. of Customers Percentage (%)

Inorbit mall 45 45
Forum mall 30 30
Begumpet 15 15
Kothapet 10 10
Total 100 100

No. of Customers

22%

50%

15%

8%
5%

Inorbit mall Forum mall Begumpet Kothapet Total

INTERPRETATION:

From the above study, 45% of respondents visit Pantaloons store at Inorbit mall, 30% of
respondents visit at Forum mall, and 15% of respondents visit at Begumpet, remaining 10% of
respondents visit at Kothapet mall.

51
 2) How frequently do you visit pantaloons store?

Particulars No. of Customers Percentage (%)

Occasionally 19 19
Once in a month 42 42
Once in a week 15 15
As and when required 11 11
During offer season 13 13
Total 100 100

Chart Title

Total

During offer season

As and when required

Once in a week

Once in a month

Occassionally

0 20 40 60 80 100 120

Percentage (%) No. of Customers

INTERPRETATION:

From the above study, 19% of customers visit the store occasionally, 42% of customers visit
the store once in a month, 15% of customers visit the store once in a week, and 11% of
customers visit the store as and when required, remaining 13% of customers visit the store
during offer season.

52
 3) What motivates you to shop at pantaloons?

Particulars No. of Respondents Percentage (%)

Discounts 20 20
Latest trends 55 55
Advertisements/Hoardings 15 15
Need for the product 3 3
Ambience (music,
lighting and interior
design etc.) 7 7
Total 100 100

No. of Respondents

Discounts

10% Lateset trends

Advertisements/Hoardings

50% 27%
Need for the product

7% Ambience(music, lighting,
2%
4% interior design, etc)
Total

INTERPRETATION:

From the above study, 20% of respondents motivates to shop at pantaloons because of
Discounts, 55% of respondents motivates to shop because of latest trends, 15% of respondents
motivates to shop because of Advertisements/Hoardings, 3% of respondents motivates to shop
because of Need for the product, and remaining 7% of respondents motivates to shop because
of Ambience.

53
4) Are you aware of promotional offers at pantaloons?

Particulars No. of Respondents Percentage (%)

Yes 81 81
No 19 19
Total 100 100

Chart Title

Total

No

Yes

0 20 40 60 80 100 120

Percentage (%) No. of Respondents

INTERPRETATION:

From the above study, 81% of customers are aware of promotional offers at pantaloons,
and remaining 19% of customers are not aware of the promotional offers at pantaloons.

54
 5) If yes, what was the mode of communication?

Mode of Communication No. of Respondents Percentage (%)

TV 8 8
Newspaper 22 22
Hoardings 25 25
Marketing campaigns 15 15
Word of mouth 30 30
Total 100 100

Chart Title

100
90
80
70
60
50
40
30
20
10
0
TV Newspaper Hoardings Marketing Word of Total
campaigns mouth

No. of Respondents Percentage (%)

INTERPRETATION:

From the above study, 8% of customers know about the promotional offers at pantaloons
through TV, 22% of customers know through Newspaper, 25% of customers know through
Hoardings, 15% of customers know through Marketing campaigns, and remaining 30% of
customers know through Word of mouth.

55
6) Do you think Advertisements or Marketing activities affect your consumption pattern
or your perception towards Branding?

Particulars No. of Respondents Percentage (%)

Yes 45 45
No 7 7
May be 30 30
To some extent 18 18
Total 100 100

NO. OF RESPONDENTS

Yes

No

Total

May be

To some extent

INTERPRETATION:

From the above study, 45% of respondents are accepting that marketing activities affect
their consumption pattern or perception towards branding, 7% of respondents are not
accepting, 7% of respondents saying Maybe it affects, and remaining 18% of
respondents are saying that To some extent it may affect the consumption pattern
towards branding through advertisements/marketing activities.

56
7) What do you usually look for in an Advertisements?

Particulars No. of Respondents Percentage (%)

Product information 48 48
Price 8 8
Branding 16 16
Discount & Coupons 22 22
Others 6 6
Total 100 100

No. of Respondents

Product information

Product information
Total Price
Price
Branding
Branding
Discount & Coupons
Discount & Coupons
Others
Others
Total

INTERPRETATION:

From the above study, 48% of customers usually look in an advertisement about the
Product information, 8% of customers look about Price, 16% of customers look about
Branding, 22% of customers look about Discount & coupons, and remaining 6% of
customers look about other things in an advertisement.

57
8) Do you think promotional strategies are must for a brand to attain success?

Particulars No. of Respondents Percentage (%)

Yes 78 78
No 12 12
Maybe 10 10
Total 100 100

No. of Respondents

39%

50%

6%
5%

Yes No Maybe Total

INTERPRETATION:

From the above study, 78% of respondents are accepting that promotional strategies are
must for a brand to attain success, 12% of respondents are not accepting, and remaining
10% of respondents are saying Maybe the promotional strategies are must for a brand
to attain success.

58
9) Then, for which brands you expect promotional offers?

Particulars No. of Respondents Percentage (%)

Pantaloons brands 52 52
Non-Pantaloons brands 12 12
All brands 36 36
Total 100 100

No. of Respondents

26%

50%

6%

18%

Pantaloons brands Non-Pantaloons brands All brands Total

INTERPRETATION:

From the above study, 52% of customers are expecting promotional offers on all
Pantaloons brands, 12% of customers are expecting promotional offers on all Non-
pantaloons brands, and remaining 36% of customers are expecting promotional offers
on All brands.

59
10) Did you notice/hear about the promotional offers of last festive season?

Particulars No. of Respondents Percentage (%)

Yes 74 74
No 26 26
Total 100 100

Chart Title

37%
37% Yes
50% 50% No
Total

13%
13%

INTERPRETATION:

From the above study, 74% of respondents are noticed about the promotional offers of
last festive season, and remaining 26% of respondents are not noticed about the
promotional offers of last festive season.

60
11) And the promotional offers that pantaloons gives are always new?

Particulars No. of Respondents Percentage (%)

Never 27 27
Sometimes 52 52
Often 14 14
Always 7 7
Total 100 100

Chart Title

Total

Always

Often

Sometimes

Never

0 20 40 60 80 100 120

Percentage (%) No. of Respondents

INTERPRETATION:

From the above study, 27% of respondents say that Never the promotional offers that
pantaloons gives are new, 52% of respondents say that Sometimes the promotional
offers will be new, 14% of respondents say that Often the promotional offers will be
new, and remaining 7% of respondents say that the promotional offers will be always
new.

61
12) Have you availed any offers during festive season or your recent visits?

Particulars No. of Respondents Percentage (%)

Yes 82 82
No 18 18
Total 100 100

No. of Respondents

41%

50%

9%

Yes No Total

INTERPRETATION:

From the above study, 82% of customers have availed the offers during festive season,
and remaining 18% of customers have not availed the offers during festive season or
recent visits.

62
13) On what basis do you make purchase of apparels?

Particulars No. of Respondents Percentage (%)

Price 27 27
Quality 39 39
Brand 19 19
Fashion 9 9
Colour 6 6
Total 100 100

No. of Respondents

13%

19%
50%

10%

5%
3%

Price Quality Brand Fashion Colour Total

INTERPRETATION:

From the above study, 27% of respondents make purchase of apparels on the basis of
Price, 39% of respondents make purchase on basis of Quality, 19% of respondents make
purchase on basis of Brand, 9% of respondents make purchase on basis of Fashion, and
remaining 6% of respondents make purchase on basis of Color.

63
 14) How do you rate the pricing of garments at pantaloons?

Pricing of Garments No. of Respondents Percentage (%)

Expensive 6 6
Competitive 12 12
Affordable 19 19
Reasonable 63 63
Total 100 100

NO. OF RESPONDENTS
Expensive
Competitive

Affordable

Total

Reasonable

INTERPRETATION:

From the above study, 6% of customers rate the pricing of garments at pantaloons as Expensive,
12% of customers rate as Competitive, 19% of customers rate as Affordable, and remaining
63% of customers rate as Reasonable.

64
15) What make pantaloons distinguish from other stores or competitors?

Particulars No. of Respondents Percentage (%)

Product Display 14 14
Price 5 5
Brands 23 23
Promotional offers 58 58
Total 100 100

No. of Respondents

7% 2%
12%
Product Display
50% Price
Brands
29%
Promotional offers
Total

INTERPRETATION:

From the above study, 14% of customers say that the Product display make pantaloons
distinguish from other stores/competitors, 5% of customers say Price, 23% of
customers say Brands, and remaining 58% of customers say Promotional offers make
pantaloons distinguish from other stores/competitors.

65
16) Do you think the promotional offers available at pantaloons are best compare to
competitors?

Particulars No. of Respondents Percentage (%)

Yes 83 83
No 17 17
Total 100 100

No. of Respondents

41% Yes
50% No
Total

9%

INTERPRETATION:

From the above study, 83% of respondents accept that the promotional offers available at
pantaloons are best compare to competitors, and remaining 17% of respondents doesnt
accept that the promotional offers available at pantaloons are best compare to competitors.

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17) Do you face any problem in the quality of service provided by employees at the store
and at the payment counter?

Particulars No. of Respondents Percentage (%)

Yes 26 26
No 65 65
Sometimes 9 9
Total 100 100

No. of Respondents

13%
Yes
No
50%
Sometimes
32%
Total

5%

INTERPRETATION:

From the above study, 26% of customers say that they face problem in the quality of
service provided by employees at the store and at the payment counter, 65% of
customers say No, and remaining 9% of customers say Sometimes they face problem
in the quality of service provided by employees at the store and at the payment counter.

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18) Are you satisfied with the additional benefits of Pay back green cards (PBGC)?

Particulars No. of Respondents Percentage (%)

Yes 11 11
No 26 26
Need more benefits 63 63
Total 100 100

Chart Title

Total

Need more benefits

No

Yes

0 20 40 60 80 100 120

Percentage (%) No. of Respondents

INTERPRETATION:

From the above study, 11% of customers say that they are satisfied with the additional
benefits of pay back green cards (PBGC), 26% of customers say that they are not
satisfied, and remaining 63% of customers say that they Need more benefits.

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19) Do you communicate offers at pantaloons to your friends/relatives?

Particulars No. of Respondents Percentage (%)

Yes 79 79
No 21 21
Total 100 100

No. of Respondents

39%
50% Yes
No
Total
11%

INTERPRETATION:

From the above study, 79% of customers say Yes that they communicate offers at
pantaloons to friends/relatives, and remaining 21% of customers say No.

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20) Do offers make you feel like visiting Pantaloons again?

Particulars No. of Respondents Percentage (%)

Yes 89 89
No 11 11
Total 100 100

NO. OF RESPONDENTS

Yes
44%
Total
50%

No
6%

INTERPRETATION:

From the above study, 89% of customers say Yes that offers make us to feel like visiting
pantaloons again, and remaining 11% of customers say No to this.

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21) How is the overall experience of shopping at Pantaloons?

Overall Experience No. of Respondents Percentage (%)

Satisfied 72 72
Good 22 22
Unsatisfied 6 6
Total 100 100

No. of Respondents

36%

50%

11%
3%

Satisfied Good Unsatisfied Total

INTERPRETATION:

From the above study, 72% of customers say that the overall experience of shopping at
pantaloons is Satisfied, 22% of customers say Good, and remaining 6% of customers
say Unsatisfied.

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 CHAPTER 5

FINDINGS, SUGGESTIONS &

CONCLUSIONS

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5.1 FINDINGS:

The following points were observed from the responses of 100 customers:

As per the findings, most of the customers are aware of promotional offers at
pantaloons.
It has been found that the majority of the respondents come to know about promotional
strategies at pantaloons through Advertisements & Word of mouth.
As per the findings, most of the customers visit pantaloons store once in a week. By
this we can say that pantaloons have more loyal customers.
As per the findings, most of the customers accepting that the promotional offers at
pantaloons are always new, and they strongly agree that promotional strategies are must
for a brand to attain success.
As per findings, 83% of customers accepting that the promotional offers available at
pantaloons are best compare to competitors.
As per findings, majority of the customers are satisfied with the value of their money
provided by pantaloons.
As per findings, most of the customers rate the pricing of garments at pantaloons as
Reasonable.
As per findings, overall experience of the customers at pantaloons is found to be
satisfied and good, very few rated as unsatisfied.
As per findings, most of the customers feel like visiting pantaloons again.
As per findings, majority of the customers communicated offers at pantaloons to their
friends & relatives.
As per findings, as much as 25% of respondents are satisfied with the additional benefits
of Pay back green cards (PBGC), and remaining 63% of respondents need more
benefits.
As per findings, majority of the customers strongly agree that the Maintenance &
Cleanliness of the store is very good, and Pantaloons is always updated with the latest
fashion clothing.

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5.2 SUGGESTIONS:

An attempt has been made to suggest a few measures to Pantaloons. These suggestions
have been made within the preview of the data available:

The Pantaloons must go for some more Promotional activities & Branding rather than
Advertisements, Hoardings & Newspapers.
Innovative efforts must be launched to improve the position against competitors
through better marketing strategies.
The store employees/staff should be trained adequately so that the customers will not
face any problem in the quality of service provided by employees at the store and at the
payment counter.
Moreover, the company has to concentrate more on the customers of age group of 20-
28 years to enhance the sales.
It should focus more on brands and new fashion, so that the store can attain more loyal
customers.

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5.3 CONCLUSION:

Promoting a brand is more important than opening a store. It is essential to create

brand awareness for the customers to know about the brands existence. The retailer must strive
hard to communicate the USPs (Unique selling Proposition) of the brand to influence the
buying behaviour of the customers. In simpler words, advertisements help the end-users to
know to which brand a particular product belongs.

Therefore, promotional/marketing activities are must for a brand to attain success

including branding done by the retail store.

More Offers More

Profits

More More Sales

Advertising

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QUESTIONNAIRE:
Dear Respondents,

I am B. Teja sree student of PGDM IV Semester, at BADRUKA INSTITUTE OF

MANAGEMENT STUDIES (BIMS, Kachiguda, Hyderabad) have undertaken a project titled
To study how the promotional strategies followed at pantaloons influence consumer
buying behaviour. Hence I request your kind co-operation by sparing your precious time in
answering the following questions and providing information.

(Please mark )

22) Demographics

Name:

Age: 15-20 20-25 25-30 30-35

Occupation:

Income: below 30k 30k 50k above 50k

Area of residence:

Marital status: Married Single

23) Which pantaloons store do you visit more?

In-orbit mall Forum mall Begum pet Kothapet

24) How frequently do you visit pantaloons store?

Occasionally Once in a month Once in a week

As and when required During offer season

25) What motivates you to shop at pantaloons?

Discounts Latest trends Advertisements/Hoardings

Need for the product Ambience (music, lighting, interior design, etc.)

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26) Are you aware of promotional offers at pantaloons?

Yes No

27) If yes, what was the mode of communication?

TV Newspaper Hoardings

Marketing campaigns Word of mouth

28) Do you think Advertisements or Marketing activities affect your consumption pattern
or your perception towards Branding?

Yes No Maybe To some extent

29) What do you usually look for in an Advertisements?

Product information Price Branding

Discount & coupons Others

30) Do you think promotional strategies are must for a brand to attain success?

Yes No Maybe

31) Then, for which brands you expect promotional offers?

Pantaloons brands Non-pantaloons brands All brands

32) Did you notice/hear about the promotional offers of last festive season?

Yes No

33) And the promotional offers that pantaloons gives are always new?

Never Sometimes Often Always

34) Have you availed any offers during festive season or your recent visits?

Yes No

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35) If yes, what did you opt for?

Buy 2 get 1 free Flat 50% off or 70% off

Gift vouchers Others

36) Where do you find the following better (please mark )?

At Pantaloons At other retail stores

Price
Quality
Brands
Promotional offers
Ambience
Fashion sense uniqueness

37) What type of clothing do you often purchase?

Formals Casuals New Fashion Others

38) On what basis do you make purchase of apparels?

Price Quality Brand Fashion Colour

Others specify __________________

39) How do you rate the pricing of garments at pantaloons?

Expensive Competitive Affordable Reasonable

40) On an average how much money do you spend at pantaloons store?

Below 2k 2k 5k 5k 10k Above 10k

41) What make pantaloons distinguish from other stores or competitors?

Product display Price

Brands Promotional offers

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42) Do you think the promotional offers available at pantaloons are best compare to
competitors?

Yes No

43) Do you face any problem in the quality of service provided by employees at the store
and at the payment counter?

Yes No Sometimes

44) Are you satisfied with the additional benefits of Pay back green cards (PBGC)?

Yes No Need more benefits

45) The promotional offers at pantaloons are attractive and induce you to make a
purchase?

Strongly agree Somewhat agree Neutral

Somewhat dis-agree Strongly dis-agree

46) Do you communicate offers at pantaloons to your friends/relatives?

Yes No

47) Do offers make you feel like visiting Pantaloons again?

Yes No

48) Rate the following:

Strongly Somewhat Neutral Somewhat Strongly

agree agree dis-agree dis-agree
a) The store layout is easy for the
customers to find out what they
need.
b) Maintenance & Cleanliness of
the store is very good.
c) Pantaloons is always updated
with the latest fashion clothing.

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49) How is the overall experience of shopping at Pantaloons?

Satisfied Good Unsatisfied

Your suggestions are highly obliged.

THANK YOU

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 BIBLIOGRAPHY:

BOOKS REFERRED:

Marketing Management Philip Kotler

Consumer Behavior David L. Louden, Albert J. Dells Bittas
Retailing Management Michael Levy, Ajay pandit
Integrated Marketing Communications M. Joseph Sirgy, Don Rahtz
Marketing & Promotional Strategy Darren Gelder & Paul Woodcock

WEB BIBLIOGRAPHY:

http://www.referenceforbusiness.com/history2/10/Aditya-Birla-Group.html

http://theconsumerfactor.com/en/4-factors-influencing-consumer-behavior

http://www.iracst.org/ijcbm/papers/vol2no62013/11vol2no6.pdf

http://www.marketing91.com/factors-affecting-consumer-buying-behavior/

http://iosrjournals.org/iosr-jbm/papers/Vol14-issue4/F01443745.pdf

https://www.scribd.com/doc/78774919/Retail-Promotion-Strategies

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