A

PROJECT REPORT

ON

“IDENTIFYING, ANALYSING AND UNDERSTANDING THE

CONSUMER BEHAVIOUR”

FOR

THE LOOT (I) PVT. LTD. (PUNE)

SUBMITTED TO

UNIVERSITY OF PUNE

IN PARTIAL FULFILLMENT OF 2 YEARS FULL TIME COURSE

MASTERS IN MARKETING MANAGEMENT (M.M.M.)

SUBMITTED BY

AKSHAY K. HALDE

( BATCH - 2006-08 )

BRACT’s

Vishwakarma Institute of Management,

Kodhawa, Pune- 411014.

ACKNOWLEDGMENT
 I take immense pleasure in completing this project and submitting the final project
report.
The last 2 months with THE LOOT PVT. LTD. has been full of learning and sense of
contribution toward the organization. I would like to thank THE LOOT PVT LTD for
giving me an opportunity of learning and contributing through this project. I also take this
opportunity to thank all those people that made this experience a memorable one.
A successful project can never be prepared by the single effort of the person
to whom project is assigned, but it also demand the help and guardianship of some
conversant person who helped the undersigned actively or passively in the completion of
successful project.
I would like to express my sincere gratitude to my project guide Mr. Manoj
Jha (Area Sales Manager & BD), under whose proficient guidance I have completed this
project.
I would like to thank THE LOOT Store, Pune for giving me an opportunity to
apply my knowledge in the fieldwork.
Special thanks to Mr. Rajendra Rathod (Operations Head) & Mr. Ravi
Shankar (Senior Visual Merchandiser) for their guidance throughout the project and Mr.
Santosh Pansare (HR Head) for his cooperation.
During the actual project work, Mr. Prashant Shinde (Store Manager) &
Mr. Rohit more (supervisor) has been a source of inspiration through his constant
guidance; personal interest; encouragement and help. I convey my sincere thanks to him.
In spite of his busy schedule he always fined time to guide me through the project. I am
also grateful to him for reposing confidence in my abilities and giving me the freedom to
work on my project.
I would finally like to express my heartfelt thanks to Mr. Sharad Joshi,
Director of Vishwakarma Institute Of Management, for generally sharing his insight and
experience with me and Prof. Jyoti Mishra, Vishwakarma Institute Of Management, for his
guidance in completion of the project and for constant encouragement to put best efforts.
AKSHAY HALDE
Table Of Contents
S. No. CONTENTS PAGE NUMBER

1 Executive summery

2 Project title

3 Introduction

4 Industry Profile

5 Company Profile

6 Product Profile

7 Research Methodology

8 Data Analysis

9 Observation & Findings

10 Limitations

11 Recommendations

12 Reference
 Executive Summary

Executive Summary

I undertook my summer training with THE LOOT INDIA PVT. LTD. A retail company
with 28 retail stores all over India. The Loot is a Discount store of Apparel, Accessories &
Footwear.
 The internship at The Loot store was my first exposure to the retail industry
where I had my first experience of how the retail store functions, in terms of operations and
visual merchandising. THE LOOT operates in various apparel & foot wear products.
The evaluation of trend in apparel & foot wear has been increased through decades, which
is best seen in customer rise. Now a day’s purchasing power has assumed great importance
to fulfill needs.
According to the study of the markets, it is being observed that markets are
doing well in retail (apparel & foot wear sector). Near future it would have a big required
to invest money in all type of retail chain because there is good potential in market to
invest.
I hope THE LOOT, Pune will recognize this as well as take more references from
this project report. The main objective of this project is to know the Awareness, perception
and customer preferences of among retailer and also to know the living style of people in
different areas.
IT, Manufacturing, Insurance and Infrastructure sector has been given more
emphasis for the study of the project because it is the only sector because of that retail is on
boom.After analyzing the feedback the conclusion has been made that the Indian Customer
market is having lots of potential, the only thing is to give a proper guidance to the
prospective customers.
 Project Title

Project Title

“Identifying, analyzing and understanding the consumer behavior about the Loot
Store “
 This research report “Identifying, analyzing and understanding the consumer
behavior about the Loot Store. CUSTOMER SATISFACTION was based on survey as a
well as study of their whole trade areas. Through this survey I have to give the actual data
to THE LOOT that what are the responses or feedback of their existing customers
regarding the product, shop after buying from The Loot. Therefore I have prepared one
Questionnaires. Questionnaire was for the existing customers of the as well as for Non-
Existing customers or new customers. Through the feedback of the existing customers of
the The Loot, I’ll get to know that what are the companies strength and what are their
weaknesses, so that they will work on those areas. Where as through non existing
customers I’ll get to know about the requirements of other persons trading with other retail
shop i.e., what they need which they are not getting from The Loot.

As it is only around 5 Month has been passed that The Loot has been launched in
Pune city. So being a 1st summer trainee of The Loot, Pune branch, it was a great
opportunity for me to take up this topic as a challenge. Because the result of this project or
survey will be very much beneficial for me as well as companies point of view, so that they
will get to know about their strength and weaknesses and they will know that how much of
market they have captured within 5 month. What people think about this Store?

To improve the sales, made survey inside the store with various customers by
questionnaire form. An organized retail store in Pune region was conducted, research
included study of Lifestyle of the potential customer & with other customer too,
preferences, current fashion & trends, regional attributes, competitors analysis and idea
about what type of customer , what want . Observation technique is the method used for
data collection.

For the assessment of operation efficiency, customer satisfaction survey is

conducted wherein Questionnaire & Interview are the techniques used for the collection of
data. Store operations included stock management, housekeeping, merchandising, billing,
maintenance etc. Population for the survey consisted of the incoming customers. These
customers were made to fill up the questionnaire or interviewed.
 Introduction

Introduction

Summer training forms an integral part of the curriculum of MMM course at VIM. It gives
us an insight into the working of the real corporate world. It gives us the practical
knowledge of the working of the organizations. During the short time within the industry,
we get to learn the various aspects of an organization like the culture followed the
functional aspects etc.

The main objective of the summer internship is to experience the various

concepts that we learn in our first year of management course, as learning the concepts is
very different from experiencing them at a concrete level. We learn to face the various
situations by establishing relationships between real and significant factors in a situation.
We also learn that in a given situation all the functional aspects are inter-related; one
functional aspect cannot be isolated from the organization. We learn to be more confident
by judging the various situations based on our reasoning and by the application of our
knowledge in these situations. While doing the summers, it is expected that we do not
hesitate in doing some basic clerical job so that we get in touch with the organizational
realities.

The organizational concepts that were taught in the classroom were observed and
a concrete level experience was obtained by being a part of the process. In the Internship
approach, students are expected to work in routine operations, which bring them in touch
with the organizational realities. It is not assigning a project and being isolated from other
processes happening in the organization. Rather than doing an individual project, being
with the organization and understanding the process happening was the main focus.

Observing the processes and understanding the procedures and being a part of the
culture is equally important. This helps the students to experience all functional aspect of
business and their linkage between them. In this way, students learn the concrete context of
the organizations.

Store Operations
 The retail store is of prime importance for the retail organization, for two
reasons. The first reason is that the retail stories the primary source of revenue for the
retailer & the second reason is that it is the point where customer actually interacts with the
retail store & its offerings.

The primary responsibility within the environment of the retail store lies with
the store manager. Responsibilities of a store manager include -:

1) Customer Service

• Instill in the employees, the meaning & importance of customer service as outlined
in the retail philosophy.
• Promote & monitor the quality of service among the staff through training & by
acting as a positive role model.
• Be personally available to all customers to communicate & identify their needs & to
address their questions & concern.

2) Budgeting & Planning

• Ensure that goals will be met through appropriate planning organization of staff,
inventory & expenses, for short & long term success.
• Develop & monitor the capital expense budget to ensure that the store is properly
maintained & upgraded so as to meet the high maintenance standards to reflect
good image.
• Monitor a loss prevention program to protect the company’s inventory & assets.

3) Personnel
• Hire the right people for the right job.
• Inspire employees so that each person contributes to the productivity of the store.
 • Delegate the work load appropriately & effectively.
• Write performance evaluations & goal assessments for the Assistant store manager.
• Discipline employees according to the company’s disciplinary policies.

4) Communication
• Communicate with the regional office/ head office as per the requirements laid
down by the organization with reference to sales, targets, customer service, events
& local issues.
• Hold staff meetings to boost employee morale & drive for achieving the results
needed.
• Ensure that company policies & procedures are communicated in a timely manner
& adhered to strictly.
• Motivate & develop staff in order to encourage their professional development.

5) Legal Compliance

• Ensure that the store is in compliance with all employment laws, including those
regarding wage & hour, human rights & equal employment opportunities.
• Maintain safe working conditions for employees & customers; Resolve safety
concern quickly.
• Ensure store security from internal & external theft.

Elements/ Components of Retail Operations

• Store Administration & management of the premises.

• Managing Inventory & Display
• Managing Receipts
• Customer Service
• Managing Promotions, Events, Alliances & Partnerships
• Visual merchandising

Store Administration &

Management of Premises

Receiving Providing
& Customers Recording
Displaying ‘Shopping’ Sales
Goods Experience

Managing Alliances/ Partnerships &

Promotions/ Events
 Industry Profile

Industry Profile

Overview -:
 Retailing is the final stage of any economic activity. Retailing, by its very
nature, is a dynamic industry. It occupies an important place in the world economy.

Retailing in more developed countries is big business and better organized

than it is in India. The organized sector has up to 80% share of retail sales in US. The
corresponding figure for Western Europe is 70%, while it is 40% in Brazil.

The retail sector in India is unique. Much of it is in the unorganized sector,

with over 5 million retail outlets of various sizes and formats. With 5.5 outlets per 1000
people, India has the largest number of outlets in the world. Most of them are independent
& contribute as much as 96% to the total retail sales.

India represents an economic opportunity on a massive scale, both as a

global base & as domestic market. At present the organized sector accounts for only 2 to
4% of the total market although this is expected to rise by 20 to 25% on YOY basis.

Retail is India’s largest industry accounting for over 10% of country’s GDP
& around 8% of the employment.

The market size of Indian retail industry is about US $ 330 billion & is
expected to grow to over US $ 500 billion by 2011.

Organized retail comprises only 2.8% of the total retailing market & is
estimated at about US $ 8.7 billion.

Organized retail sector is expected to grow to US $ 70 billion by 2010.

Top 20 Retailers world wide

Rank Retailer Sales (US $)

1 Wal-Mart Stores, Inc. $163,532.0
2 Carrefour Group $52,196.1
3 The Kroger Co. $45,352.0
4 Metro A G $44,163.4
5 The Home Depot, Inc. $38,434.0
6 Albertson’s Inc. $37,478.0
7 ITM Enterprises SA $36,762.5
8 Sears, Roebuck and Co. $36,728.0
9 Kmart Corporation $35,925.0
10 Target Corporation $33,702.0
11 J. C. Penney Company, Inc. $31,503.5
12 Royal A hold $31,222.2
13 Safeway Inc. $30,801.8
14 Rewe-Gruppe $30,578.0
15 15 Tesco PLC $30,404.4

16 Ito-Yokado Co., Ltd. $30,237.6

17 Edeka-Gruppe $30,002.6
18 Costco Companies, Inc $26,976.5
19 Tengelmann $26,509.1
Warenhandelsgesellschaft
20 The Daiei, Inc. $26,486.1

Retailers in India
1. Aditya Birla Group
2. Bharti Retail
3. Reliance Fresh
4. Westside
5. Big Bazar
6. Pantaloons
7. Central
8. Shopper Stop
9. Archies
10. Cafe Coffee Day
11. Landmark
12. Crossword

The Organized Retail Pie

Clothing & Textile

3% 4%
3% Food & Grocery
7% Consumer Durables
39% Footwear
7%
Furniture & Furnishings

8% Catering Services
Jewellery & Watches

9% Books, Music & Gifts

11% Mobile Handsets

9%
Others

Organized & Un-organized Retail in India

 2010 9 91

2004 3 97

0 20 40 60 80 100

Organized Sector Unorganized Sector

The Pivotal Role of Retailer in the Marketing Channel

First Second Third

Manufacturer or Manufacturer or Manufacturer or

Agent/ Agent/ Agent/
Distributor Distributor Distributor

Retailer 1 Retailer 2 Retailer 3 Retailer 4

C1 C2 C3 C4 C5 C6 C7 C8 C9

Factors which influenced Retail Industry

 1. Economic Growth
2. Urbanization
3. Consumerism
4. Holding Inventory
5. Providing Services
6. Providing Information

Competition

Michael Porter’s Model of Five Competitive Forces

Potential
Entrants
Bargaining Power Threat of New
of Suppliers Entrants

Industry
Suppliers Competitors, Buyers
Rivalry among
Existing Firms

Threat of
Bargaining Power
Substitute Products
of Buyers
or Services
Substitutes

Threat of New Entrants

 In case of Indian retail sector there exists high threat of new entrants as the
sector itself is in a nascent stage &is growing. Barriers to entry are very limited.

Threat of Substitutes

The presence of substitutes can lower the attractiveness & profitability because
they limit the price levels. In Indian retail, threat of substitutes is very high. The
unorganized retailing in India is still the largest wherein cheaper versions of product are
available. This still services the middle & poor income families in the country.

Bargaining Power of Suppliers

Suppliers to the retailing industry are the companies who provide finished
product to make various retail products. The bargaining power of suppliers varies from the
products supplied. The bargaining power of suppliers is low because there are large no of
potential suppliers in the market. Therefore the prices become competitive.

Bargaining Power of Buyers

In Indian retail, bargaining power of buyer is fast increasing & can be termed
as moderate to high, depending on the product or service. The buyers are the most powerful
in the retailing industry.

Intensity of Rivalry

The competition among the existing firms in Indian market is not very high as
there are few players in the market. High product differentiation is the major factor that
intensifies the competition.

Current Status
 Retail industry in India has emerged as one of the most dynamic and fast paced
industries with several players entering the market. But because of the heavy initial
investments required, break even is difficult to achieve and many of these players have not
tasted success so far.

However, the future is promising; the market is growing, government policies

are becoming more favorable and emerging technologies are facilitating operations.

Retailing in India is gradually inching its way toward becoming the next boom
industry. The whole concept of shopping has altered in terms of format and consumer
buying behavior, ushering in a revolution in shopping in India.
Modern retail has entered India as seen in sprawling shopping centers, multi-
storied malls and huge complexes offer shopping, entertainment and food all under one
roof.

The Indian retailing sector is at an inflexion point where the growth of

organized retailing and growth in the consumption by the Indian population is going to take
a higher growth trajectory.

A large young working population with median age of 24 years, nuclear

families in urban areas, along with increasing working-women population and emerging
opportunities in the services sector are the key growth drivers of the organized retail sector
in India. These are the key attractions for global retail giants wanting to enter newer
markets.

Some of the international players that have already entered India include Mc
Donald’s, Pizza Hut, Dominos, Levis, Lee, Nike, Adidas, TGIF, Benetton, Swarovski,
Sony, Sharp, Kodak, Medicine Shoppe etc.
 Emerging
Formats
Established • Exclusive Retail
Formats Outlets
Traditional • Kirana Shops • Hypermarkets
Formats • Convenience/ • Internal Malls
• Itinerant Department Stores
• Malls/Specialty
salesmen • Company/Multi Malls
• Haats Brand Showrooms
• Multiplexes
• Moles • PDS/Fair Price
• Rural Oriented
• Mandis, etc. Shops
Formats
• Co-operative Stores
• Fast Food
• Pan/Beedi Shops Outlets
• Service
Galleries, etc.
Company Profile
 Company Profile

Mr. Jay Gupta: Managing Director.

Mr. Jay Gupta is a true entrepreneur by nature. After doing his schooling from
Dr. Graham’s School in Kalimpong, Darjeeling, he did his graduation from S.I.E.S College
Mumbai. He has been a dreamer & a visionary, he always dreamt of being the BEST, never
the biggest. This attitude is what has made him whatever he is today.

Barely out of college, he started his business in the year 1996; initially he got into
the garment business by opening some franchisees for brands like Color plus, Adidas, etc.
But soon realized that he was not able to give the BEST to the customers, he then pondered
& got into the Idea of giving the best brands to the customer at the best prices. This is when
he conceived the idea of THE LOOT.

After trailing in business for many years; he conceptualized & set the first THE
LOOT store in mid 2004. The concept was so well accepted & appreciated by both the
customers & business associates that within 18 months THE LOOT has about a 16 outlets
across Mumbai, Navi-Mumbai, New-Delhi, Hyderabad, Vizag, Pune, Surat & Nashik.

During his early years in business he has worked closely with many brands of
repute & understood that to make this business scalable, he has to bring in a lot of
professional people on board, he is in full swing recruiting some of the best talents in retail.
Mr. Jay believes that “Life is always tough, but you can make it easier by sharing your
dreams & then creating co-dreamers”.

He along with a team of professionals has now mapped up the growth of THE
LOOT to about 100 Crores by 2008-09. He feels that he has got a model which will work
in any town in this country, hence he sees no hitch in the growth. However, he is truly
aware of the competitive market of Indian retailing & hence adding a lot of USP into his
business, which will always keep him different than other players in the market.
Mr. RajinderPal Chhabra: CEO

Mr. Rajinderpal P. Chhabra the CEO spearheads the Finance and Business
Development division of the chain.

A graduate of the Mumbai University, Mr. Chhabra brings along a wealth of

experience in strategic financial management, having spent 39 fruitful years in the banking
industry. He began his career in finance with the Reserve Bank of India, where he spent 17
years and then switched over to the Industrial Development Bank of India where he rose to
become the Chief General Manager before retiring in March 1998.

Prior to joining The LOOT, Mr. Chhabra served as the Director of Garware
Chemicals and Garware Polyester, overseeing all operation of the plants, including
production, marketing, administration besides finance and accounts. His expertise in
financial planning and managerial skills will certainly give thrust to The Loot’s growth
plans.

“The LOOT” is a multi-brand discount store, offering customers a wide range of products
with discounts ranging between 25% -60% – throughout the year.

The store retails brands like Kappa, Bossini, Adidas, Nike, CAT, ID, Spykar,
Lilliput, Giny & Jony, Disney, Ruff Kids, Lee Youth, W, Welspun, Puma, Reebok, Fila,
Umbro, New Balance, Van Huesen, Allen Solley, Arrow, Lee, Lee Cooper, Wrangler, Pepe
Jeans, Parx, Park Avenue, Colours, Blackberrys, Rifle, Ragz jeans, Recap, SF jeans,
Thomas Scott, Red Tape, Marco Ricci, Rifle and international brands like Banana
Republic, GAP, Old Navy and Mercedes Benz.

The LOOT started in the year 2004 as a “Value Retail” format. Post the launch
and the stupendous success of the first store in the year 2004, The LOOT has set up 25
outlets, which are currently operational. In the year 2005, The LOOT was nominated in
“India Fashion Forum” for the best value store in India; and again in 2006, The LOOT was
nominated in “India Retail Forum” for the best value store in India.

The LOOT’s strength as a retailer lies in proper procurement & an excellent supply chain
management. This helps in getting better pricing from the manufacturer and thereafter
passing the benefit on to the consumer.

The LOOT currently offers the right mix of men’s and women’s semi-formal,
formal, casuals, sports category of garments, footwear & accessories, kids wear etc.

The company has focusing on 3 formats as below:

• MEDUIM - 2500-4000 Mens/Womens/Footwear/Accessories

• LARGE - 4000-8000 Mens/Womens/Kids/Footwear/Accessories

• XTRALARGE - 8000++ Mens/Womens/Kids/Footwear/ Accessories/Lifestyle

products/Coffee shop and space for shops in shop

The LOOT currently operates 20 stores in cities like, Mumbai, Navi-Mumbai,

New-Delhi, Pune, Surat, Ahmedabad, Jabalpur, Aurangabad and Nashik. Shortly opening
stores in cities such as Sonipat, Ludhiana, Mysore, Raipur, Baroda, Guwahati, Bangalore,
and Kalyan in Mumbai are on the anvil.

To propel the growth of the company and to move to the next level, The LOOT
has invested skillfully in IT. The company focus is also on personnel training and great
emphasis is being laid on preparing the back end to take growth to about 100 stores by the
year 2008-09.
Product Profile
 Product Profile

The Loot store provides wide variety of brands in Apparels, Accessories & Footwear.

The store is divided into four sections -:

1. Womens wear Section
2. Kids wear Section
3. Menswear Section
4. Sports wear & Foot wear Section

Apparels are divided in following categories.

Apparel

Menswear Womenswear Kids wear

Formal Casual Ethnic Sportswear Accessories Innerwear

T-shirts Kurta T-shirts Belts

Shirts Pyjama Track suits Towels
Denims Dupatta Shorts Caps
Cargo Costumes Socks
Skirts Handkerchiefs
Tops
Dress
Footwear is divided in following categories.

Footwear

Mens Footwear Womens Footwear

Casual Footwear Formal shoes Sports shoes

Sports shoes Floaters

Brands available at The Loot store

1 Adidas
2 Allen Solly
3 Arrow
4 Benetton
5 Giny Jony
6 Eccentric
7 Thomas Scott
8 Lee
9 Lee Cooper
10 Wrangler
11 Pepe Jeans
12 Rifle
13 SF
14 Recap
15 GAP
16 Blackberrys
17 Provogue
18 Welspun
19 Liliput
20 CAT
21 Reebok
22 Bossini
23 Ragz Jeans
24 Spykar Jeans
25 Oobe
26 Indian Terrain
27 Puma
28 ID
29 Tuscan Verve
30 Red Tape
31 Disney
32 Bossini Kids
33 M
34 Marco Ricci
35 Mercedes Benz
36 New Balance
37 Kappa
38 Van Heusen
39 Parx
40 FILA
41 Old Navy
42 Banana Republic
43 Ruff Kids
44 Grab
45 W
46 Park Avenue
47 Colours
Research Methodology
 Research Methodology

Sampling Technique -: Random Sampling

Sample Size -: 100

Method of Data Collection -: Questionnaire

Questionnaire
Name -:
1. Age -:

Below 18
18 – 30
30 – 45
Above 45
2. Gender -:

Male
Female
3. Occupation -:
Self Employment
Service
Student
Others
4. Income -:
Less than 5000
5000 – 10000
10000 – 20000
Above 20000
 6. From where did you come to know about The LOOT store?
Newspaper
Radio Mirchi
TV
Friends & Relative
Other

7. How frequently do you visit The LOOT store?

Once in 15 Days
Once in a Month
Thrice a Month
Once a Six Months
Any Special Occasion

8. On what basis do you make the purchase decision?

Price
Quality
Brand Name
Location
Service

9. Which line of products do you generally purchase?

Gents
Ladies
Kids
Sports wear
 10. What amount do you approximately spend on each visit?
Less than 1000
1000 – 2000
2000 – 4000
More than 4000

11. Which stores other than The LOOT store do you visit?
Brand Factory
Mega Mart
Koutans
K.K. Bazar
Others

12. Are you happy with the prices offered by The LOOT store?
Very Good
Good
Average
Poor
Very Poor

13. How was your overall shopping experience in The LOOT store?
Excellent
Good
Satisfied
Poor

14. Will you shop again in The LOOT store?

Yes
No
May Be
15. How will you rate the following attributes?

Least Average Most

Preferred Preferred Preferred

Price
Product Range
Service
Brand
Location

16. Do you find the sales staff knowledgeable & helpful?

Always
Sometimes
Never

17. Is sufficient product range available in the store?

Always
Sometimes
Never
18. Are you satisfied with the offers in the store?
Always
Sometimes
Never
19. Are your suggestions & queries taken care of?
Yes
No
Sometimes
20. What do you dislike about The LOOT store?

21. Any Suggestions.

Data Analysis
 Data Analysis

1) Age
Below 18 5

18 to 30 89

30 to 45 5

Above 45 1

AGE WISE
5% 1% 5%

Below 18
18 to 30
30 to 45
ABOVE 45

89%

Observation:- 89% footfall of total customer footfall is 18 to 30 years and others are less.

Conclusion:- To increase footfall of rest age category company should have more verity

stock which suitable for there suitable category.

2) Gender

MALE 67

FEMALE 33

GENDER WISE

33%

MALE
FEMALE

67%

Observation -: 67% of the total customers coming to the store is Male, while females are

only 33%.

Conclusion -: To increase the no. of female customers, store has to keep attractive offers

on ladies wear. Advertising should be done to influence the women also.

3) Occupation

Self Employment 12

Service 35

Student 49

Other 4

occupation wise

4% 12%
SELF EMPLOYMENT
SERVICE

35% STUDENT
49% OTHER

Observation -: 49% of the customers are students &35% are from the service.

Conclusion -: We should concentrate on the needs & consumption patterns of these

customers to retain them as well as Attract the self employed customers as they have

potential purchasing power.

4) Income Wise

<5000 18

5000 to 10000 20

10000 to 20000 34

Above 20000 28

INCOME WISE

28% 18%

< 5000
5000 TO 10000
10000 TO 20000
ABOVE 20000
20%
34%

Observation -: 34% customer’s income is between 10000 & 20000. 28% customers earn

above 20000.

Conclusion -: Majority of the customers have potential purchasing power. Thus sales staff

should be motivated to increase their sale by add owns.

5) From where did you come to know about The LOOT store?

TV 2

Newspaper 18

Radio Mirchi 2

Friends & Relatives 53

Other 25

Sources of awareness of loot stores

2% 18%
25% TV
2% Newspaper
Radio m irchi
Friends & Relatives
other
53%

Observation -: 53% customers came to know about the store from their friends &

relatives. Thus main publicity medium for the store is through word of mouth.

Conclusion -: Store should concentrate on stock & service provided at the store. New

offers & promotional activities should be carried out in the store.

6) How frequently do you visit The LOOT store?

Once in a 15 days 9

Once in a month 30

Thrice in a month 4

Once in a six month 19

Special occasions 38

Frequency of customer visit

9% Once in 15 days
38% Once in a month
30%
Thrice in a month
Once in a six month
4% Any special occasion
19%

Observation -: 38% of the customers visit the store only on any special occasion. 30% of

the customers visit the store once in a month.

Conclusion -: Store should be made more attractive on special occasion to create long

lasting impact on the customers. Visual merchandising should be changed

monthly according to season or latest fashion.

7) On what basis do you make the purchase decision?

Price 39

Quality 74

Brand Name 47

Location 4

Service 7

Bases for Customer Purchase Decision

80
70
60 Price
50 Quality
40 Brand Name
30 Location
20 Service
10
0
1

Observation -: Majority of the customers make their purchase decision on quality & brand

name.

Conclusion -: The store needs to maintain the quality of the products kept in the store.

Products of the well known brands should be kept in sufficient quantity & variety.
8) Which line of products do you generally purchase?

Gents 69

Ladies 45

Kids 3

Sports wear 23

Line of Product Purchased by Customer

80 69

60 45

40 23
20 3
0
1

Gents Ladies Kids Sportswear

Observation -: Majority of the customers purchases gents & ladies wear. Sales of kids &

sport wear are very low because customers are unaware of these sections in the store.

Conclusion -: Window display should include kids wear, sports wear & footwear so

customers will come to know about these sections. Some of these items should be

displayed near the entrance to increase its sales. Customers coming for purchasing gents &

ladies wear should be encouraged to visit these sections also.

9) What amount do you approximately spend on each visit?

Less than 1000 31

1000 to 2000 58

2000 to 4000 15

Above 4000 1

Amount Spend by Customer on each Visit

60

40

20

0
1

Less than 1000 1000 to 2000 2000 to 4000 More than 4000

Observation -: Majority of the customers spend between 1000 & 2000 on each visit to

the store.

Conclusion -: Bill size can be increased by motivating the sales staff to increase their

individual sales.
10) Which stores other than The LOOT store do you visit?

Brand factory 33

Mega Mart 26

K. K. Bazaar 17

Koutans 13

Others 11

Customer Visit Other Discounted Store

11%
13% 33%

17%
26%

Brand Factory Mega Mart K.K. Bazar Koutans Other

OBSERVATION:- 33% of purchaser visit to Brand Factory, 26% visit to Mega mart, 17%

to K.K. Bazar. 13% to Koutans and rest visited to other rest and local malls..
11) Are you happy with the prices offered by The LOOT store?

Very Good 12

Good 54

Average 33

Poor 10

Very Poor 1

Customer Satisfaction of Price offered by the Loot store

1%
0% 12%
33% Very Good
Good
Average
poor
Very Poor
54%

54% customer who purchased from LOOT store are satisfied about price which we offered

on different brands, 12% customer are very impressed about offered prices,33% are

averagely satisfied, 12% customer wanted more discount, 10% customer are not satisfied.
12) How was your overall shopping experience in The LOOT store?

Excellent 13

Good 47

Satisfied 36

Poor 4

Shopping Experience in the Loot store

Poor Excellent
4% 13%
Satisfied Excellent
36% Good
Satisfied
Good Poor
47%

Obsrvation:- 13% customers says they have good experience while shopping in The Loot,

47% said it was good experience here,36% are satisfied, 4% said is very poor.

The percentage of satisfied customer is more.

13) Will you shop again in The LOOT store?

Yes 75

No 2

May be 23

Customer Willingness to Shop Again in the store

23%

2% Yes
No
May be
75%

OBSERVATION:- 75% Customer are willing to come again, 2% said no, and 23% said

may be,most of the customer want to shop again in The loot.

14) How will you rate the following attributes?

• Price

• Product Range

• Service

• Brand

• Location

1. Price Preference

Attributes Least Preferred Average Preferred Most Preferred

Price 23 32 45

Customer's Preference to the price

23%
45% Least Preffered
Average Preffered
Most Peffered
32%

Most of the customers come to shop because they find reasonable price of the products.
2. Brand Preference

Attributes Least Preferred Average Preferred Most Preferred

Brand 23 32 45

Customer Preference to the Brand

23%

Least Preffered
45%
Average Preffered
Most Peffered

32%

Because of the good brands available at the store customers are get attracted.
3. Product Range Preference

Attributes Least Preferred Average Preferred Most Preferred

Product Range 35 31 34

customer preference to product range

34% 35%
Least Preferred
Average Preferred
Most Preferred

31%

Product range or the variety of products available at the store are not up to the mark. Only

34% of the customers are attracted towards it.

4) Service Preference

Attributes Least Preferred Average Preferred Most Preferred

Service 15 25 60

customer preference to service

15%

Least Preferred

25% Average Preferred

60%
Most Preferred

Customer service provided at Loot store is quite good. Most of the customers like to visit

the store because of this factor.

5) Location Preference

Attributes Least Preferred Average Most Preferred Total

Preferred

Price 16 29 55 100

Brand 23 31 44 98

Product Range 35 30 33 98

Service 15 25 59 99

Convenience location 23 13 63 99

Total 112 128 254 494

customer preference to Location

convienence

23%

Least Preferred

13% Average Preferred

64%
Most Preferred

The location of the store is also at the heart of the city. So it also becomes convenient to the

customers to come again and again for shopping.

15) Do you find the sales staff knowledgeable & helpful?

Always 66

Sometimes 32

Never 2

Sales staff are Knowledge and Helpful to Customer or not

2%

32%
Always
Sometimes
Never
66%

The sales staff available at the store find quite helpful always for the customers to find

out the right product which they want.

16) Is sufficient product range available in the store?

Always 22

Sometimes 71

Never 7

Availability of Product Range to the Customer

7%
22%

Always
Sometimes
Never

71%

78% of the total customers are not happy with the available range of the products at

the store. So it is very important to increase the product range according to the

fashion.
17) Are you satisfied with the offers in the store?

Always 37

Sometimes 60

Never 3

Customer Satisfaction with the Offers in the store

3%

37%
Always
Sometimes
Never

60%

Maximum number of customers are found out sometimes satisfied with the offers

which the store is giving. Offers can be improved to increase the sale.
18) Are your suggestions & queries taken care of?

Yes 74

No 2

Sometimes 24

Customer Queries and Suggestion taken care or not

24%

Yes
No
2% Sometimes

74%

74% of the total number of the customers are happy as their complaints and suggestions are

taken proper care by the store.

Comparison Age with customer purchase decision (Male)

Age wise Price Quality Brand Location service

18 to 30 25 40 26 4 5

Comparing Age wise with Purchase Decision

4% 5%
25%
Price
26% Quality
Brand
Location
service
40%

The male customers in the age of 18 to 30 are found out more conscious about the quality

of the products.
Comparison Age with customer purchase decision ( Female)

Age wise Price Quality Brand Location service

18 to 30 39 65 45 5 7

comparision age wise purchase decision

3% 4% 0%
24%
Age wise
28% Price
Quality
Brand
Location
service
41%

The female customers in the age of 18 to 30 are found out more conscious about the quality

of the products.
Comparison Age with Line of products purchased

Age wise Gents Ladies Kids Sports wear

18 to 30 68 14 0 18

comparision age with line of product purchased

18%
0% Gents
14% Ladies
Kids
68% Sports wear

It is found out that from the total number of customers 68% of the customers are

male so there is wide scope to increase the ladies section.

 Comparison Age with Offered Price

Age Very Good Good Average Poor Very Poor

Below 18 1 3 0 0 0

18 to 30 10 51 33 0 0

30 to 45 1 4 0 0 0

Above 45 1 0 0 0 0

Age Comparision With Offered Price

60
51
50

40 33
below
30
18
20
18-30
10
10 5 30-45
1 1 1 3
0 0 0 0 0 0 0 0 0 0 0 0
0
Very Good Good Avg Poor Very Poor

The main segment of the customers i.e between the age of 18 to 30 are found the offers

are good at the store.

 Comparison Occupation with frequency of visiting customers

occupation 15 days 1 month 3 months 6 months occasionally Total

Student 3 11 4 9 29 56

Service 3 12 0 7 12 34

Self 1 3 0 2 4 10

Employment

other 0 3 0 0 0 3

Total 7 29 4 18 45 103

comparision occupation with frequently visiting customer

120
100
80
60 Student
40 Service
20 Self Emp.
0 other
Total
l
ys

th

ta
l ly
nt

nt

To
on
da

na
mo

mo
m

sio
15

ca
oc

The number of customers who visited the store occasionally is quite high but there are

around 30% of the customers who visit the store once in a month.
Comparison of occupation with amount spent on each visit

Occupation < 1000 1000-2000 2000-4000 More than Total

4000

Student 19 23 8 1 51

Self 2 8 0 0 10

Employment

Service 8 20 7 0 35

Others 1 2 1 0 4

Total 30 53 16 1 100

comparison occupation with amont spend

120
100
student
80 Self emp.
60 service
40 others
Total
20
0
< 1000 1000-2000 2000-4000 More than Total
4000

Student spends quite usually around 1000 – 2000 Rs. In there each shopping.
Observation & Findings
 Observation & Findings

Observations:

Lack of Girl staff.

Service is not good as per customer expectation.

Due to Power cut regularly Debit Machine does not Work so the customer has to
wait for a long time. Sometimes this leads to cancellation of bill.

Customers are facing problem of Steps (especially top floor).

Stock is the major problem for customer; they are not getting the proper sizes, and
the varieties which they need.

Trial room is the major problem for Ladies, so the customer hesitates to get in to the
trial room.

Music is very bad; it is not standard as it should be.

Over stacking on the gondolas is the problem for the customer to find out the proper
collection.
Findings

Majority of customers found that they are not getting the proper & sufficient stuff
with variety and sizes.

Accessories (impulse product) should be including in the store.

Customers feel that the stock should be updated.

Advertisement need to be done at national level.

Emphasis on more variety, Brand. If they get fewer discounts, it is acceptable.

Customer need more likely in terms of environment.

Customers want more branches, so that they find ease in shopping.

Limitations
 Limitations

Following are some of the limitations-

1 . Poor supply chain management (delay in delivery of product).

2. No advertising.

3 . Not more Branches.

4 . keeping limited stuff.

Recommendations
 Recommendations

From our survey we found that Majority of the customer who visit to the store is
around 89% between the ages of 18 to 30.

So our present target customers are youth, so the product range should be available
as per the requirement.

Majority of the customer visited the store through the Word of mouth publicity.

Majority of the customers are student, so we need rigorous Advertisement in

colleges to get more customers.

Majority of the customers are First Visitors, in that 38% are satisfied, it can be more
than this if the availability of the product is increased by 45 to 50%.

60% of the customers are sometimes satisfied with the offers in the store. Out of
these 44%of the customers are more conscious about the quality of the product. So
if we want to increase our percentage of existing customer, we need to concentrate
on Quality.( reduce defective pieces)

Acrylic sheet between the stair case , so that we can display messages like Buy 1
get 1, Up to 60%, path finder , any new offer can be displayed.
REFRENCES
 REFRENCES

1. Marketing Management - Philip Kotler & Kevin Lane Keller

2. Research Methodology- C.R. KOTHARI

3. www.google.com

4. Retail – Swapna Pradhan