A MINOR PROJECT

ON CONSUMER ATTITUDE
TOWARDS
PANTALOON FRESH FASHION

SUBMITTED TO
NATIONAL INSTITUTE OF FASHION TECHNOLOGY
BY ANKITA JAIN (GEMM)

1
MEASURE THE EXTEND TO WHICH CUSTOMERS FIND
DISCOUNT AND OTHER AT PANTALOON MORE EXCITING
AND ATTRACTIVE THAN THOSE PROVIDED BY OTHER
RETAIL OUTLET.

2
ACKNOWLEDGEMENT

I would like to extend my heartfelt gratitude to all those who have contributed
towards the successful completion of my minor project. Foremost among them
is Miss. Jagriti Mishra for her helpful and generously extended support and by
sparing her valuable time to guide and suggest us towards completion of this
project.

I do owe a deep sense of gratitude to all the members and customers of

Pantaloon Fresh Fashion (Ahmedabad) and all those who stood with me and for
their continuous support and co-operation during the project. They too have
contributed in no mean amount towards the success of my endeavors. I also
thanks all the faculty of my Fashion Management Department for giving me
the knowledge for doing the project.

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PREFACE

Retailing is going through a transition phase in India. The retail trade sector
comprises of establishments engaged in retailing merchandise, generally
without transformation, and rendering services incidental to the sale of
merchandiser. Retailing process is the final step in the distribution of
merchandise. The corner grocery store, which was the only the choice available
to the consumer, is giving the international formats of retailing. There had a
boom in retail trade in India owing to a gradual increase in the disposable
incomes of the middle class households. More and more players were coming
into retail business to introduce new format like malls, supermarket, discount
store, department stores and traditional looks of bookstores, chemist shops and
furnishing stores.

The traditional food and grocery segment has seen the emergence of
supermarket/ grocery chains ( Food World, Apna Bazaar, Vishal Mega Mart,
Pantaloon, Spencer’s), convenience stores (HP Speed mart) and fast-food chains
(McDonalds, Pizza Hut etc).

Pantaloon Retail(India) Limited, is a large Indian retailer, which is part of the

Future Group, and operates multiple retail formats in both the value and
lifestyle segment of the Indian consumer market. Headquartered in Mumbai the
company has over 1,000 stores across 71 cities in India and employs over
30,000 people, and as of 2010, it was the country’s largest listed retailer by
market capitalization and revenue.

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SUMMARY

This project report throws light on the reasons behind customer’s decision of
choosing Pantaloon for purchase of Apparels and various other products from
Pantaloon. Pantaloon is one of the emerging players in the Indian retail industry
and offers a deep insight into the industry.

For completion of this report nearby Pantaloon stores i.e. in Law Garden
(Ahmedabad) for conducting survey and fulfillment of questionnaires. A sample
size of 50 was selected due to limitation of time. Among those who were
interviewed consist of housewives, professional, and even college going
students. Though the sample size considered was small but it varied in order to
overcome all the odds. Random stratified sampling method was considered to
be best suited to fulfill the project hypothesis. A structured questionnaire was
constructed in order to measure the responses of respondents on suitable scale
so that they can analyzed on SPSS. Primary data collection was done through
questionnaire and interviews and secondary data collection through company
websites and various previous research reports.

Through survey effect of various factors like ambience of stores, low prices and
convenience came in light and the reason of people choosing Pantaloon over
other retail outlet became clear. Respondents gave many suggestions for
Pantaloon like they should have more Staff especially during Sales, more Sitting
area, more variety etc. Feeding the data into SPSS for analysis gave interesting
result which have been compiled and tabulated in this report.

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 TABLES OF CONTENTS
Acknowledgement

Preface

Summary

1. Introduction

1.1 Industry overview

1.2 Market Segment

1.3 Retail format in India

2. Company Profile

2.1 Major Milestone

2.2 Line of Business

2.3 Competition

2.4 Merchandise Mix

3. Pantaloon Competitive Strengths

4. Pantaloon Strategy

5. Visual Merchandise

6. Royalty Program

7. Data Analysis

8. Research Methodology

9. SWOT Analysis

10. Scope & Limitation

11. Research Finding

12. Recommendation & Conclusion

13. Annexure

13.1 Questionnaire

13.2 Bibliography

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1.INTRODUCTION
1.1 INDUSTRY OVERVIEW
RETAIL

Retailing is defined to include all the business activities retailing to selling of

goods and services to the final consumers. It is the final link in a Product
Supply Chain.

RETAILING IN INDIA
The India retail industry is the fifth largest in the world. Comprising of
organized and unorganized sectors, India retail industry is one of the fastest
growing industries in India, especially over last few years. Though initially, the
retail industry in India was mostly unorganized, however with the change of
tastes and preference of the consumers, the industry is getting more popular
these days and getting organized also. With growing market demand, India’s
retail market valued at US$ 350 billion in 2009 and US$ 427 billion in 2010.
The retail industry is expected to grow 13% in 2011.

According to the 10th Annual Global Retail Development Index (GRDI) of AT

Kearney, India retail industry is the most attractive emerging market for
Investment in 2009. The share of retail trade in the country’s Gross Domestic
Product (GDP) was between 8-9% in 2007 and in 2009 it was around 12%. It
also expected to reach 22% by 2010. Foreign direct investment (FDI) inflows
between April 2000 -2010, in single- brand trading, stood at US$ 194.69
million, according to the Department of Industrial Policy and Promotion
(DIPP).

As a democratic country with high growth rates, consumer spending has risen
sharply as the youth population ( more than 33% of the country is below the age
of 15) has seen a significant increase in its disposable income. Consumer
spending rose an impressive 75% in the past four years alone. Organised retail,
which accounts for almost 5% of the market, is expected to grow at a CAGR of
40% from US$ 20 billion in 2007 to US$ 107 billion by 2013.

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1.2 MARKET SEGMENT
The Retail Sector is definitely witnessing a growth phase and everyone want to
make their presence felt in order to take their share of this huge pie. Take a
gourmet trip-dig in to sample the depth and breadth of this amazing sector.

Types of Retail verticals operating at what size in India.

 Consumer durables – 62%

 Furniture – 10%

 Food – 8%

 Health, Beauty & Pharma – 6%

 Telecom – 45

 Leisure & Entertainment – 4%

 Books & Music – 3%

 Fashion – 2%

 Fashion Accessories – 1%

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1.3RETAIL FORMATS IN INDIA

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Format Description Example

Category Specialist Killer Offer a narrow variety Marvadi store (A’BAD)

with a very deep Home Depot (Chennai)
assortment of the Toykemp (Banglore)
merchandise. The Loft (Mumbai)
Merchandise many be Vijay Sales (Mumbai)
sold at the price lower
than that.
Convenience Usually located near 7-Eleven
residential area & open Speed mart
long hours. Offer an In & Out
assorted mix of product
including milk, break
and eggs,
Department Stores Large store selling Marks & Spencer,
several product lines, Harrods,
with each operating as a Selfridges
department. Product Shopper’s Stop,
mix is largely non-food, Pantaloon,
like apparel,accessories, Globus,
books, music, footwear Ebony.
etc level of service is
very high.
Factory Outlets Stores which sell Levi’s Factory Outlets,
branded merchandise at Reebok Factory Outlets,
discount. Levels of Wrangler Factory
service are low, Outlets.
typically, these are
franchise outlets located
away from the main
market
Hypermarket Large self service stores Wal-Mart,
selling a mix of Big Bazaar,
products, these stores Giant’
offer large depth in the Reliance Mart.
product mix which
includes Food, non-
food items like apparel,
CD’s, DVD’s,
footwear, etc. The low
price for the product is
a key attraction for the
customer .

Single Price Stores Offer an assorted mix of Family Dollar,

branded and unbranded Dollar General,
merchandise, to appeal
10 to the budget conscious
customer.

Specialty Stores Focus on brand o a Crossword,

2. COMPANY PROFILE

Pantaloon Retail ( India) Limited, is India’s leading retailer , which is part of

the Future Group, Whose MD and Group CEO is Mr. Kishore Biyani, and
operates multiple retail formats in both the value and lifestyle segment of
Indian consumer market. Headquartered in Mumbai with zonal offices at
Kolkata, Bengaluru, and Gurgaon (Delhi), the company operates over 16
million square feet of retaill space, has over 1000 stores across 73 cities in India
and employs over 30,000 people. With effect Jan. 2001, the company separated
its discount store business, which includes the Big Bazaar hypermarket and the
Food Bazaar supermarket businesses, into Future Value Retail Ltd., its wholly-
owned subsidiary, so that the company can listed independently.

Pantaloon Retail forayed into modern retail in 1997 with the launching of
fashion chain, Pantaloon in Gariahat (Kolkata) In 2001,it launched Big Bazaar,
a hypermarket chain that combines the look and feel of Indian bazaar, with
aspects of modern retail, like chice, convenience and hygiene. This was
followed by Food Bazzar, food and grocery chain and launch Central, a first of
its kind seamless mall located in the heart of major Indian cities. Some of the
company’s other format include, Home Town (home products), Depot (books,
music, gifts and stationery) Shoe Factory (footwear) , Brand Factory (fashion
apperal of different brands), Blue Sky (fashion accessories), All (fashion
apperal for plus-size individuals), Navras andStar and Sitara ( beauty),

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Ethnicity( traditional fashion apperal), E-Zone (consumer electronic), Future
Bazaar (etailing venture as futurebazaar.com).

It began its retailing operations in India way back in 1987. Currently, it

manufactures and sells ready-made garments through its own retail outlets and
two discount stores. Company follows the concept of value for money in both,
lifestyle and value retailing in India. In other words, Pantaloon business
approach is to sell quality gooda at reasonable prices by manufacturing or
directly procuring from manufacturers (primarily from small and medium size
vendors and manufacturer). Company endeavor to facilitate one-stop-shop
fashion convenience for Pantaloon customers and to cater to the needs of the
entire family. Company believes this concept as helped Pantaloon grow to it
current size within a short time.

FUTURE GROUP
Pantaloon Retail is flagship enterprise of the Future Group, which is positioned
to cater the entire Indian consumption space. The Future Group operates
through six verticals; Future Retail (encompassing all retail businesses), Future
Capital (financial products and services), Future Brand (management of retail
real estate), Future Logistics (management of supply chain and distribution) and
Future Media (development and management of retail media).

Future Capital Holding, the group’s financial arm, focuses on asset management
and consumer finance. It manages two real estate investment funds (Horizon
and Kshitiji) and consumer-related private equity fund, indivision. It also plans
to get into insurance, consumer credit and other consumer-related financial
product and services in the near future.

Future Group’s vision is to, “Deliver Everything, Everywhere, Everytime to

Every Indian Consumer in the most profitable manner.” One of the core values
at Future Group is, ‘Indianess’ and its corporate credo is – Rewrite rules, Retain
value.

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PANTALOONS FRESH FASHION
Celebrate the Fresh Look, Fresh Feel & Fresh Attitude at Pantaloon Fresh
Fashion!

Fashion is all about the now. Why, then should people not see a fresh look
every time they walk into a Pantaloon stores? That is the thought behind the

‘Fresh Fashion’. An idea that has captured the imagination of young India. With
a focus on the youth of today, Pantaloons offers trendy and hip fashion that
defines the hopes and aspirations of this demography. It stand out as a fashion
trendsetter, on the lines of how fashion is followed internationally. The ‘look’
and ‘what’s in’ today for the season is sacrosanct.

Pantaloons takes its promise of ‘fresh fashion’ very seriously making available
to its customers the latest in fashion every week. All Pantaloon stores reflect the
new ideology – Fresh Feeling, Fresh Attitude, Fresh Fashion. The stores offer
fresh collections and are visually stimulating thanks to appealing interiors and
attractive product display!

The first was open in Gariahat in 1997. Over the years, it has undergone several
transitions. When it was launched, this stores mostly sold external brands.
Gradually, it started retailing a mix of external brands while at the same time
introduced its own private brands. Initially positioned as a family stores, it
finally veered towards becoming a fashion stores with an emphasis on ‘youth’
and clear focus on ‘fresh fashion’. Pantaloon was awarded as the ‘Most
Admired Private Label Awards’ at Images Fashion Forum 2009. Pantaloon has
45 Departmental Store in 24 cities and total retail space is 12.07,78 sq ft

Today,s the fashion store extends to almost all the major cities across the
country. Pantaloon have established its presence with stores not just in the
metros, but also in smaller towns. Pantaloons stores have a wide variety of
categories like casualwear, ethnicwear. Formalwear, partywear andsportswear
for Men, Women and Kids.

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2.1 MAJOR MILESTONES

1987: Company incorporated as Manz Wear Private Limited. Launch of

Pantaloons trouser, India’s formal trouser brand.

1991: Launch of BARE, the Indian jeans brand.

1992: Intial public offer (IPO) was made in the month of May.

1994: The Pantaloon Shoppe – exclusive menswear store in franchisee format

launched across the nation. The company strats the distribution of branded
garment through multi-brand real outlets across the nation.

1995: John Miller – Formal shirt brand launched.

1997: Pantaloon – India’s family stores launched in Kolkata.

2001: Big Bazaar, ‘Is se sasta aur accha kahi nahin’ – India’s first hypermarket
chain launched.

2002: Food Bazaar, the supermarket chain is launched.

2004: Central – ‘Shop, Eat, Celebrate In The Heart Of Our City’ – India’s first
seamless mall is launched in Banglore.

2005: Fashion Station-the popular fashion chain is launched, ALL – ‘a little

larger’ – exclusive stores for plus-size individuals is launched.

2006: Home Town was launched along with consumer durables format, E-Zone
and furniture chain, Furniture Bazaar.

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2007: Future Group crosses US$ 1 billion turnover marks.

2008: Rural Retail Chain, Aadhar was launched.

2009: Home Town was introduced.

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2.2LINE OF BUSINESS

DIFFERENT FORMAT AT PANTALOON RETAIL

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PRODUCT CONCEPTS STATUS FORMAT/
CATEGORY OFFERING

Food Brew Bar Operational Bear, snacks,etc

Café Bollywood Operational Eateries
Chomosa Operational Snack counter in high
traffic area
Food Bazaar Operational Supermarket
Rain Operational Food & beverages
Sport Bar Operational Focused on sports
lovers

Fashion ALL Operational Fashion apperal for

plus-size individual
Big Bazaar Operational Hypermarket
Blue Sky Operational Fashion accessories
Fashion station Operational Popular fashion
Pantaloon Operational Department store
Central Operational Seamless malls
Ethnicity Operational Traditional apperal
Home & Electronics Collection i Operational Home furnishing
Electronic Bazaar Operational Present with Big
Bazaar
E-Zone Operational Consumer Electronics
Furniture Bazaar Operational Home furniture
Got it Operational One stop shop for
home maintenance
Home Town Operational One stop destination

Telecom & It Gen M Planning Hi-tech product

M Port Operational Standalone stores/
Shop-in-Shop
M Bazaar Solution for
knowledge
entertainment and
communication

General Merchandise Big Bazaar Operational Hypermarket

Blue Sky Operational Fashion Accessories

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 Central Operational Seamless malls
Footwear Bazaar Operational Footwear &
Accessories
Navarasa Operational Gold jewellery
Pantaloon Operational Department store
Shoe Factory Operational Footwear &
accessories

Leisure & Bowling Co. Operational Premium family

Entertainment entertainment center
F 123 Operational Entertainment

Wellness & Beauty Health Village Operational Ayuvedic salon

Star Sitara Operational Beauty salon
Tulsi Operational Pharmacy
Turmeric Planning ‘Cut-in’ format at
Food Bazaar

Book & Music Depot Operational Book & Music

e-taling Online retailing Operational Futurebazaar.com

2.3 COMPETITION
In the fashion segment, they face competition from Shoppers Stop, Vishal Mega
Mart, Reliance Trendz, Trent, Westside and Lifestyle. Though the hypermarket
is new only three to four years old in the country competition is faced from likes
RPG (Spencer's), Trent (Star India Bazaar) and with Shoppers Stop.Several
other outlets which are giving competition to Pantaloon are Koutons, Charlie
outlaw, Cantabil , etc.
Another competitor may prove to be a very potential, which is going to enter in
the Indian market, and it is the WALL- MART coming to India, in partnership
with Bharti.

2.4MERCHANDISE MIX

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Pantaloon has a wide range of products in its store- Men Casuals, Formals,
Sports wear, Undergarments , Ethnic Wear, Children cloths, Girls and Ladies
casual and Formals, Jeans and sports wear, traditional wear, Toys, Footwear,
Cosmetics, Perfumes, Deodorants, Sunglasses, Wrist Watches, and Jewellery.
Some brands are stated above others are:

COSMETICS : Maybelline, L’Oreal. Lakme etc

DEODORANTS : Playboy, Denim, Ferrari etc.
SUNGLASSES : Fast track, DG, and many other.
WRIST WATCHES : fast track, Titan, Espirit, TimeX etc.
APPAREL : Akkrti, All, Bare, Biba, CONVERSE
UMM, Honey, UMBRO,John Miller,
JM Sport, Lee, Lee Copper, Lombard, Pepe,
Speedo, RIG and many others
FOOT WEAR : ADDIDAS, Reebok and Ich 5.

3.Pantaloon Competitive Strengths

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 It is believed that the following are Pantaloon principal competitive strengths
which have contributed to Pantaloon current position in the retail sector in
India:

1. Strong understanding of the ‘value retail’ segment:

Pantaloon business plan involves implementation of the concept of the ‘value

retailing’, targeting the middle and lower middle income groups, which
constitute majority of the population in India. Group/Company intends to
provide quality products at competitive prices. Group/Company sells a vast
range of merchandise across apparels and accessories, FMCG products, food
products and consumer durables with over 63,000 SKUs. Pantaloon emphasis
has been to maximize the value that the customers derive in spending on goods
bought in Pantaloon stores. Group/Company endeavor to continuously reduce
Pantaloon costs through a variety of measures, such as, in-house production of
apparels, procurement of goods directly from the small and medium size
vendors and manufacturers, efficient logistics and distribution systems along
with customized product mix at Pantaloon stores depending on the regional
customer behavior and preferences. Central to Pantaloon value retail strategy is
to pass on the benefits of cot reduction measures to Pantaloon customers.

2. Strong and efficient supply chain management:

Pantaloon supply chain management involves planning, merchandizing

sourcing, standardization, vendor management, production, logistics, quality
control, pilferage’ control replacement and replenishment. Pantaloon supply
chain management provides the customer flexibility to adapt to changing
patterns in consumer behavior and Pantaloon ability to add value at various
steps/levels. In particular, Pantaloon supply chain management gains strength
from Pantaloon ability to undertake in-house manufacture, design and
development of apparels.

3. Strong and efficient logistics and distribution network:

Pantaloon distribution and logistics network comprises seven distribution

centers. Besides, Company s an average of 2 million pieces everyday with peak
single day transaction reaching 4 million pieces. These product crisscross the
country on a fleet of over 800 vehicles from over 4000 vendors to 50
warehouses to stores in 73 cities, which help to transport and deliver Pantaloon
products in a cost and time efficient manner. Company believe that Pantaloon
distribution and logistics set up is well networked and allows to fulfill the store
requisition within short time period of generation and receipt of order, which
has helped us to optimize in-store availability of merchandise and minimize
transportation costs. Pantaloon strong distribution and logistics network has
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enabled us to dispense with the requirement of a dedicated storage space at
every store, which is an industry practice, and instead undertake periodical
replenishment of depleted stock. Due to adoption of an efficient racking system,
Company are able to benefit from optimum utilization of the space allocated for
display in Pantaloon stores. This provides us assistance in maintaining a low
working capital requirement and less carrying cost

4. Company is in a position to leverage Pantaloon geographical spread:

Pantaloon stores and distribution centers are spread in various parts and regions
of the country. This has not only enabled Company to build Pantaloon brand
value but also facilitated us to explore cost-effective sourcing from different
locations, identify potential markets and efficiently establish new stores in
different locations. An aggregate of 40 of 46 of Pantaloon existing stores are
located in Tier II and Tier III cities, which, Group/Company believe, enables it
to capture market share in locations where a majority of Pantaloon target
customers are located.

5. Company possess the ability to identify new locations to promote

Pantaloon business plans:

Company believe that Company possess the ability to identify locations with
potential for growth, in particular in Tier II and Tier III cities. Company have an
exclusive site identification and assessment team, which undertakes systematic
analysis of the business prospects, taking into account factors such as
population, literacy levels, nature of occupation, income levels, accessibility,
basic infrastructure and establishment and running costs. Further Company have
a dedicated warehouse for the purposes of storing the materials essential for
setting up of new stores.

6. Company effectively use information technology systems:

Company believe that efficient information technology systems, processes and

business applications are essential to handle retail chain of Pantaloon
magnitude. Pantaloon office processes are computerized which support
procurement, supply chain logistics, distribution centers management and store
operations including inventory management and billing. Company is in the
process of implementing SAP. All Pantaloon stores and distribution centers are
connected through a company-wide virtual network connection which helps to
efficiently manage Pantaloon network of outlets throughout the country.

8. Company have a highly experienced and competent management team:

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Company have an experienced management team which is complemented by a
commited workforce. Pantaloon management team comprises of talented
professionals who are experience in the retail sector. This has assisted us in
effective management of Pantaloon stores. Company belive Company have
created the right balance of performance bonuses and other incentives for
Pantaloon employees.

4. PANTALOON STRATEGY

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The company observes retail customer trend and changing consumption
tastes.Organization is customer driven opposed to product driven .Company is
very conscious about culture and regional consumption pattern. Strategies
change frequently due to orient to the customer’s needs. The continues of
learning, unlearning and relearning is applied to update the quick changing
strategies across the organization. As Kishore Biyani MD Pantaloon Retail
India LTD says “Retail is like riding bicycle. In uphill if you stop pedaling
you will slide down”. The statement express the need of continues learning
process to form the strategies. Based on analysis its business strategies can be
categorized in 3 major groups. They are
 Diversification strategy
 Classes destination strategy
 Maximum market shares strategy

Diversification strategy
The company started its business as textile manufactures but growth in modern
organized retailing attracted the company to switch diversify to the next
consumption pattern. The company diversified and acquired a large business in
organic and inorganic way. But company did not forget ripe its strategy and
values in the diversified company.

In every new business company started to rewrite the rules by retaining

values. The company in latter stage organized to support each other by physical
material flow if required.Diversification is done in two main categories Retail
Formats and Specialized Business shown in Figure

23
 Business diversification of Pantaloon retail

2. Classes destination strategy

Future group has diversified its business keeping the retailing as common goal.
To set and concentrate on one stratum is main objective of this strategy. Each
business is set to operate on defined INDIA ONE, INDIA TWO, INDIA
THREE. Company has divided Indian customers in three different groups.
INDIA ONE, INDIA TWO, INDIA THREE . Each has different values,
products and quality requirements.
INDIA ONE or consuming class .The population of this constitutes only
14%.Till recent times the modern retailing formats is offered for this class.
According Maslow’s theory of hierarchy the 14% people are in Self
Actualization and Esteem Needs in the Pyramid. For this class pantaloon
patterned Future bazaar, E zone, Central, brand factory, Home town and star
Galaxy entertainment.
INDIA TWO or the serving class it includes people like house hold helpers,
office peon etc. This is the people who make service INDIA ONE. The
population of this class is more than 30%. In the needs hierarchy they are
located in for Social and security .Earning capacity of this class is 60% lesser

24
than INDIA ONE. For this class as the big bazaar, Food bazaar, Future money
and other retail formats are presented.

INDIA TWO or struggling class. The class led life on hand to mouth existence.
They can’t afford for better living style. This segment doesn’t contribute much
in the contribution cycle. The need of the segment is local as they are finding it
cheaper. The present business model is not addressing this class.

Figure shows change in consumption patter by different class in 2001-02 and

2007-08.Tier Ihas changed from 25% to 35% normally the total profit in this
segment will comparatively 20% more than they are sold in next segment. As
ambiance is factor and other pleasuring non value added services are necessary.
INDIA TWO has not changed it conception level. INDIA THREE has seen 10
% decline.

Figure Indian consumption patterns

3. Maximum market shares strategy

The retail chain by pantaloon in all business patterns tries to achieve maximum
market share in all the products or service it provides .The Company does not
bothers about short term profit or loss by a strategy. This are considered as
learning. The business will sell at marginal profit some times to attract the new
customer who will prove potential customers in future. The strategy achieved by
focusing pricing factors in INDAI TWO and on service and quality in INDIA
ONE.
Pricing strategies
Pricing is strategy used by Pantaloon retail chain to attain maximum
market shares. The company offers numerous schemes to attract the new
customer as well as to retain the present customers. The company’s schemes are
categorized in following groups

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 • Value pricing
This approach is used where external factors such as recession or
increased competition force companies to provide 'value' products and
services to retain sales. The product value will be associated with external
factors.
 Promotional pricing
Pricing to promote a product is a very common application. The
application of this done by BOGO (Buy one Get One), BTGO (Buy Two
Get One Free) etc.
 Low interest rate financing
Future money helps in asset purchase at 0% interest.

 Physiological discounting
In India this approach is called as Bata rating system. Organization
utilizes this approach when product has emotional value rather than
rational value. Example a product is priced for 99 instead of 100.When
board shows price reduction from 100 to 99, Consumer looks at 3 digits
to 2 digits rather than exact value.
 Time pricing
The innovative way of attract the customer is Timely pricing it is known
that during holidays rate of customer is more. Reduction of profit margin
with lot of advertisement will invite new customers. The company has
learnt it from strategy made on public holiday 26-Jan. When the turnover
of the day reached 30 cores where average is 5 cores.

With such experience crowded management is essential so to divert

potential customers “Wednesday bazaar” where it will offer less profit
margin sales.

 Bundling
Marketing: Technique of offering two or more complementary goods or
services together as a package deal. Bundled items are sold at a price
attractively lower than the total of their individual selling prices.

26
5. VISUAL MERCHANDISING

 Activity of promoting the sale of goods, especially by their presentation

in retail outlets.

 This includes combining product, environment, and space into a

stimulating and engaging display to encourage the sale of a product or
service.

 Visual merchandising is the art of implementing effective design ideas to

increase store traffic and sales volume.

OBJECTIVES OF VISAUL MERCHANDISING

 A desire to attract customers to a place of business in order to sell the

merchandise.

 It is offered to the customer through interior and exterior presentation.

 It helps create positive customer image.

 It helps to increase sales.

 It encourages impulse buying

 The exterior appearance of a store silently announces what customers can

expect inside.

 Good exterior visual merchandising attracts attention, creates interest,

and invites the customer into the business.

Marquees:-

 A special type of sign is used to display the name of the store.

27
  An effective marquee must
stand out from the other
businesses to attract customer

 It can be used to announce a change in season, sale, a special event or a

promotion.

Banners:-

 These are used increasingly as an inexpensive but colorful, eye-catching

means of promotion.

 Banners can be hung from flagpoles, projected from the building or hung
flat against the exteriors.

 Where many signs compete for customer’s attention, design and logo
become more important. They should be unique, noticeable and readable.

Walk Ways And Entries:-

 Approximately 75 % of first time customers remember a store’s entrance,

which provides the first and last view of the store’s interior.

 A cluttered entryway causes shopper’s to indefinitely postpone entering a

store, while an attractive, well designed entrance is inviting to the
customers.
Store Interiors:-

 Store interior is an important element of a store concept.

 The industry, product selection, price segment, customer group and

company vision form the foundation of the concept.
Elements:

28
 Atmospheric:-

• Lights
• Music
• Color
• Fragrance

Space Allocation and Utilization:-

Furniture and fixtures----

Goods can be effectively displayed on a variety of fixtures such as

gondolas, tables, cubes, mannequins, and other racks, display casesand
manufacturer point- of -purchase display.

Interior Signage:-

Signage is a critical part of interior display and point –of-purchase

promotion. Store signage that communicates a sales message can make
up for a lack of sales personnel.

 A good sign provides the most information in the fewest possible words

Layout Planning :-

 Planning of the internal arrangement of selling and sales supporting

departments, and deciding on the amount of space for each department.

Product Depth:-

29
  The number of each item or particular style of a product.

Under one product how many sub-products company provides or how many
varieties company have for that product.

• Examples: To keep our inventory costs down, Pantaloon have a shallow

product depth. This means it only stock 3-6 SKUs of each product we carry.

Private labels:-

 Pantaloons have their own in house brands in Apparel as well as different

sections some of them are:-
 Honey
 Annabelle
 Bare
 Ajile
 John Miller
 Lombard
 Etc

30
6. LOYALTY PROGRAM
Pantaloon Loyalty Program called Green Card has approximately 13,75,778
member in 2009. This program accounted for approxiametly 54.43% ot the sale
in pantaloon.

GREEN CARD MEMBERSHIP

There is a membership for customers in pantaloon, where customers become

members and enjoy discounts on shopping.

1 STAR: To become one star member customers have to give Rs.100 With that
they become one star customer and get Rs.200 discount coupon for next
shopping and 5% discount on Fridays.

3 STARS: If the total purchase by a customer crosses Rs.8000 than they

becomes 3star customer and enjoys 5% discount on all days and additional 5%
on Fridays.

5 STARS: If purchase crosses Rs.20000 mark then they become 5 star

customers and enjoys 7.5% discount with additional 5% on Fridays.

7 STARS: If the total purchase crosses Rs.40000 mark then they become 7 star
customers and enjoys 10% discount with additional 5% on Fridays

31
7.ANALYSIS
Q.1WHERE DO YOU LIKE TO SHOP?

Most of the Respondent go to nearby area to shop. The malls in Ahmedabad

where weekend rush is a major pinpoint.The other market is Ratan paur and
Kalupur.

Q.2 where do you buy Your APPARELS from?

Frequency Percent Valid Cumulative

Percent
Percent
Valid * Nearby Garment 15 15 15 15

* Pantaloon

* Any retail store 85 85 100 100

TOTAL 0 0 100 100

100 100 100

32
This pie chart shows that 85% of people prefer PANTALOON for purchasing
APPARELS; this may be because of convenience of location, low prices,
discounts or other factors. The reasons of choosing Pantaloons over other retail
outlets are specified later in this research report.

Q. 3 which of the following retail outlets you have visited?

• Vishal mega mart

• Reliance retail
• Westside
• Lifestyle
• Spencer
Frequency Percent Valid Cumulative
percent
Percent
Valid * Visited all 55 55 55 55

* Only4 15 15 15 70

Only3 30 30 30 100

*Only2 0 0 100 100

*Only1 0 100 100 100

Total 0 100

100

33
This bar graph shows that most of the respondents (around 55%) have visited
All 5 Retail outlets. No respondent has visited Only 1 retail outlets. This
question was included in the questionnaire in order to gauge the awareness
among customers of Pantaloon regarding other retail outlets. Analysis shows
that respondents are much aware of the retail outlets.

Q.4 How often you visit Pantaloon in a month?

Frequency Percent Valid Cumulative

percen
percent
t
Valid * 1-3 times 90 90 90 90

*3-6 times 10 10 10 100

*6-9 times 0 0 0 100
*more than 9 0
100 0 0 100

Total 100 100

34
 How often do you visit Pantaloons?

F 100

R
80
E

Q 60

U
40

20

0
1-3 times 3-6 times More than 9 times
How often do you visit Pantaloons?

This bar graph shows that around 90% of respondents visit Pantaloons 1-3 times
a month and around 10% of respondents visited Pantaloons 3-6 times a month.
It was observed that respondents, who buy APPARELS from Pantaloons, visit
Pantaloons 1-3 times a month because people are in a habit of buying
APPARELS collectively for some months. Those who visited more than 3 times
a month were there to buy for themselves of for family shopping as they were
green card holders.

Q.5. Do you visit Pantaloons because of variety of products available there?

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 90 90.0 90.0 90.0
No 10 10.0 10.0 100.0
Tota
100 100.0 100.0
l

35
 Do you visit Pantaloon because of variety of Products?

yes
No

This pie chart clearly shows that 90% of respondents visiting Pantaloons are
satisfied with the variety of products available at Pantaloons remaining 10% of
respondents don’t feel that Pantaloons provides variety of products. Majority of
respondents was satisfied with the variety of Apparels and other products.

Q.6 Do you visit Pantaloons because of low prices?

Valid Cumulative
Frequency Percent Percent Percent
Valid yes 70 70.0 70.0 70.0
No 30 30.0 30.0 100.0
Total 100 100.0 100.0

36
Q.7 This pie chart shows that 70% of respondents find Pantaloons economical
and visit it because of low prices. Remaining 30% of respondents disagree with
the fact that Pantaloons offers low prices than other retail outlets, they find the
pricing strategy of Pantaloons at par with other retail outlets.

Q.8 Do you visit Pantaloons because of prestige issue?

Cumulative
Frequency Percent Valid Percent Percent
Valid yes 65 65.0 65.0 65.0
no 35 35.0 35.0 100.0
Total 100 100.0 100.0

37
 Do you visit PANTALOON because of PRESTIGE ISSUE ?

NO
YES

Through this pie chart it is clear that 35% of respondents don’t feel for
PANTALOON as a status symbol as the apparels present here, can be shop
from any where as many brands available in market in low cost or comparable
cost, so people don’t think it’s a status symbol. Other 65% feel that purchasing
at pantaloon is a status symbol for them . so for majority it’s a status symbol

Q.9 How much satisfied are you with the services provided by Pantaloons?

Cumulative
Frequency percentage Valid Percent Percent
Valid Very
85 85.0 85.0 85.0
Satisfied
Satisfied 5 5.0 5.0 90.0
Can't say 4 5.0 5.0 95.0
Dissatisfied 6 6.0 6.0 100.0
Very
0 0.0 0.0 100.0
Dissatisfied
Total 100 100.0 100.0

38
 Rate your satisfaction level of shopping at Pantaloons at 5-
point scale.

Very satisfied
Satisfied
Can’t say

dissatisfied

This pie chart distribution shows that 85% of respondents lie in the max. region
i.e. they are satisfied with the services provided by Pantaloons. Out of
remaining majority of respondents i.e. 4% are neither satisfied nor dissatisfied
which means that while shopping in Pantaloons they never paid attention to the
factors like fast billing or queue of billing etc. Those who were dissatisfied by
Pantaloons complained about sitting area and billing during sales.

Q.10 How much satisfied are you with the Staff at PANTALOON?
Valid Cumulative
Frequency Percent Percent Percent
Valid Very
70 70.0 70.0 70.0
Satisfied
Satisfied 19 19.0 19.0 19.0
Can't say 6 6.0 6.0 6.0
Dissatisfied 5 5.0 5.0 5.0
Very
0 0.0 0.0 100.0
Dissatisfied
Total 100 100.0 100.0

39
 How much satisfied are you with the STAFF of Pantaloons?

Very Satisfied
Satisfied
Can't say
Dissatisfied

This pie chart shows that majority of respondents lie in the max. region i.e. 70%
of respondents are very satisfied with the staff of Pantaloons. 19% were not
much but satisfied. 5% of the respondents, who were dissatisfied with the
staff ,complained that the staff was lacking in the technical knowledge of
products and also shortage when sales.

Q.11 How much satisfied are you with the Ambience of PANTALOON?

Valid Cumulative
Frequency Percent Percent Percent
Valid Very
85 85.0 85.0 85.0
Satisfied
Satisfied 10 10.0 10.0 95.0
Can't say 5 5.0 5.0 100.0
Dissatisfied 0 0.0 0.0 100.0
Very
0 0.0 0.0 100.0
Dissatisfied
Total 100 100.0 100.0

40
 Rate your satisfaction level of shopping at Pantaloons at 5-
point scale.

Very satisfied
Can’t say
Satisfied

Majority of the Respondents i.e., 85% were satisfied with the Ambience of
Pantaloon, Other 10% were just satisfied. And 5% were indifferent with the
ambience.

Q.12 How much satisfied are you with the Parking space provided by
Pantaloons?

Valid
Frequency Percent Percent Cumulative Percent
Valid Very Satisfied 70 70.0 70.0 70.0
Satisfied 15 15.0 15.0 85.0
Can't say 5 5.0 5.0 90.0
Dissatisfied 10 10.0 10.0 100.0
Total 100 100.0 100.0

41
 How much satisfied are you with the parking of PANTALOON?

Very Satisfied
Satisfied
Dissatisfied

Can't say

This pie chart clearly shows that majority of respondents are satisfied with the
parking space provided by Pantaloons. As such Pantaloon didn’t have much of
its own parking space but since it is located in Mall which have ample parking
place so they didn’t find any problem in parking their vehicles. One more
reason that this problem wasn’t able to overshadow Pantaloons’ popularity was
that its location is such that most of the people prefer coming there on feet as it
is on walking distance from their home.

Q. 13. Does Pantaloon have better ambience than other retail outlets?

Valid Cumulative
Frequency Percent Percent Percent
Valid yes 85 85.0 85.0 85
no 15 15.0 15.0 100
Total 100 100.0 100.0

42
 Does Pantaloon have more good ambience than other retail
outlets?

100

75

50

Frequency

25

0
NO YES

Does Pantaloon have more good ambience than other retail

outlets?

This bar graph clearly shows that 85% of respondents like the ambience of
Pantaloon. Other 15 were jus satisfied as they think pantaloon can improve
much by providing sitting area .

Q. 14. Does Pantaloon give better discount/offers than other retail outlets?

Cumulative
Frequency Percent Valid Percent Percent
Valid yes 65 65.0 65.0 65.0
no 35 35.0 35.0 100.0
Total 1000 100.0 100.0

43
 Does Pantaloon give better discount/offers than other retail
outlets?

yes
no

This pie chart clearly shows that 65% of respondents are satisfied with the
discount or offers provided by Pantaloon. Remaining 35% of respondents don’t
find Pantaloon’s discount attractive, they find it at par with other retail outlets.

Q. 15. How many times have you seen Pantaloon overcrowded?

Cumulative
Frequency Percent Valid Percent Percent
Valid Rarely 86 86.0 86.0 86.0
Frequentl
10 10.0 10.0 10.0
y
Never 4 4.0 4.0 100.0
Total 20 100.0 100.0

44
 How many Times. pantaloon overcrowded

Rarely
Never
Frequently

It was seen that due to ample shopping space 86% of respondents have rarely
seen it overcrowded. Only 10% of respondents said that they have Frequently
seen Pantaloon overcrowded and remaining 4% claimed that they have never
seen Pantaloon overcrowded. This shows that Pantaloon is gaining popularity
very fast and attracting crowd.

Q.16. What do you do when PANTALOON is overcrowded?

Valid Cumulative
Frequency Percent Percent Percent
Valid Go for
purchase that 65 65.0 65.0 65.0
moment.
Wait for
15 15.0 15.0 80.0
sometime
Come next
10 10.0 10.0 90.0
day.
Go to some
other retail 10 10.0 10.0 100.0
outlet.
Total 100 100.0 100.0

45
 Pantaloon overcrowded than what you do?

GO FOR PURCHASE THAT MOMENT

WAIT FOR SOME TIME
COME NEXT DAY
GO TO SOME OTHER RETAIL

This question was structured in order to observe the effect of Pantaloon stores if
staying overcrowded on respondents. Response to this question was dependent
on the type and occasion for apparel. It shows that majority of the customers
would have gone for purchase if Pantaloon is overcrowded.

Q. 17. Rate your satisfaction level of shopping at Pantaloon at 5-point scale.

Valid Cumulative
Frequency Percent Percent Percent
Valid Very satisfied 85 85.0 85.0 85.0
Satisfied 10.
10 10.0 95.0
0
Dissatisfied 5 5.0 5.0 100.0
Very
0 0.0 0.0 100.0
dissatisfied
Total 100 100.0 100.0

46
 SATISFACTION
.
LEVEL IN SHOPPING AT PANTALOON

Strongly Satisfied
Satisfied
Dissatisfied

As far as overall shopping experience of people at Pantaloon is concerned then

majority of respondents i.e. 85% are very satisfied and 10% are satisfied. And
another 5% were dissatisfied as they demand more staff during sales, more
sitting area, more variety and sizes of product, staff should be more trained,
some demander book corner as well

Q. 18 Do you feel shopping at Pantaloon is an exciting experience?

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Agree 75 75.0 75.0 75.0
Can't say 17 17.0 17.0 92.0
Disagree 8 8.0 8.0 100.0
Strongly
0 0.0 0.0 100.0
disagree
Total 100 100.0 100.0

47
 SHOOPING AT. PANTALOON IS EXCITING

AGREE
DISAGREE
CAN”T SAY

This pie chart clearly show that majority of people agree with the fact that
shopping at Pantaloon is an exciting experience. Some 17% are indifferent and
8% are not agree with the fact. They think that pantaloon can make it more
exciting by introducing more offers and other things as said above sitting area,
books corner etc

Q. 19 Do you feel shopping at Pantaloon is a joyful experience?

Valid Cumulative
Frequency
IS SHOPPING AT PANTALOON APercent Percent
JOY FULL EXPERIENCE? Percent
Valid Strongly
35 35.0 35.0 35.0
agree CAN”T SAY
AGREE

Agree 45 45.0 45.0

STRONGLY AGREE
80.0
DISAGREE

Can't say 15 15.0 15.0 95.0

Disagree 5 5.0 5.0 100.0
Strongly
0 0.0 100.0
disagree 0.0
Total 100 100.0 100.0

48
For this question also a mixed response was observed but majority of people
still fall under the category who Feel shopping at Pantaloon is Joyful. Some
15% were indifferent and 5% were dissatisfied with the fact .

Q. 20. Do you think PANTALOON is a complete retail outlet?

Valid Cumulative
Frequency Percent Percent Percent
Valid Yes 85 85.0 85.0 85.0
No 15 15.0 15.0 100.0

Total 100 100.0 100.0

49
 Do you think Pantaloon is a complete retail outlet?

100
F
r
e
q 75

u
e
n
50
c
y

25

0
NO YES
Do you think PANTALOON is a complete retail outlet?

This bar graph clearly shows that 80% of respondents feel that Pantaloon is a
complete retail outlet. A very small % i.e. 20% of respondents are Dissatisfied
and said that Pantaloon is a not a complete retail outlet. Majority of respondents
were satisfied with what Pantaloon is and gave a large no. of suggestions which
are discussed later in this report

8.RESEARCH METHODOLOGY
50
A descriptive research design has been followed for this marketing research
which highlights both the qualitative and quantitative aspects of the identified
problem.

PRIMARY DATA
To collect primary data best way is to interact with people directly it can be
through direct interviews and questionnaires. Both these methods have used for
collection of primary data

SECONDARY DATA
Secondary data is collected from Internet and various Literature reviews. As
Pantaloon is daily in news because of its retail business and various event
promotion, so I benefited a lot from articles on net.

SURVEY DESIGN/STUDY AREA

Random stratified sampling was chosen for research.Pantaloon at Law Gardern
and S G Road Ahemdabad was selected as the study area and people from this
area were selected for filling up of questionnaires and collecting responses due to
convenience of location.

SAMPLING PLAN:
Sampling plan for this research project is divided into following four steps:

 Sample size:

51
 A sample size of 50 respondents was chosen because of time constraint.
Though small sample size but it consists of varied type of respondents so
as to overcome any error at the time of generalization of result.

 Sample unit:

Pantaloon store at Law Garden and Gulmohar was chosen as sample unit.
Survey was conducted.

 Sample procedure:

Due to time and various other constraints convenience was restored. But
efforts were made to check the accuracy of responses.

 Contact method:

Questionnaire method was used to establish direct contact with

respondents.

52
9. SWOT ANALYSIS
STRENGHT
 High Brand Equity
 Brand embossed
 Large number of variety
under one roof
 Early Start
 EDLP (Value pricing)
 Prime Location
 Promotional Strategy
OPPORTUNITY
 Increasing interest in
organized retailing
 Changing consumer prefernce
 Demographical advantage
 29 states, 12 different
languages, 72 festivals
 Young country 60% below 30
yr of age
 Booming Retail Industry
53
WEAKNESS
 Management Uniform
Customer visit
 Multi-diversified business
 Social Difference in all state
 No Bargaining market, no
interaction of customer for value
pricing

THREAT
 Increasing Competition
 Government Policy
 Unrecognized modern
retailing
 Local politics
 Resistance from small retailer
 Enterance to International
Players
 10. SCOPE AND LIMITATIONS
Scope
This research will help Pantaloon to identify their competitors in Delhi and
above all the areas in which they can have an edge on them.

 Pantaloon gives various discounts and offers. This report will also help in
knowing whether various discounts and offers given by Pantaloon are enough for
attracting customers or not.
 This research will also be helpful in knowing the loyalty of customers
towards Pantaloon. By Green card status we can get an idea about it.
 Very general attributes of customers like visits per month, importance
given to attributes like ambience, parking also become clear.

Limitations:
This project report suffers from following limitations:

 Questionnaires were filled in evenings, when most of the people are in

hurry and they might not have responded truly to all the questions.
 Our research is limited to only one store of Pantaloon at Law Garden and
sample size is of 50 respondents so errors may crop in while generalizing the
results
 Those who came out of Pantaloon Store after shopping were chosen for
getting the questionnaires filled but they held bulky polyethylene bags due to
which they found it difficult to stand for long and answer the questions
 Most of the retail outlets mentioned in our questionnaire may or may not
be visited by respondents; this affected their response to various questions.

54
11. RESEARCH FINDING
This research helped us identify following problems where Pantaloon has an
immense scope of improvement:

 People were found to be very dissatisfied with the ambience of Pantaloon as

compared to some other outlets but mostly were satisfied.

 Majority of respondents were found complaining about the variety of

products, Different sizes not available, footwear, and child section need
improvement at Pantaloon.

 Ladies complaint about jeweler variety is not there, Traditional wear should
have more variety, and Footwear.

 Location was one of the main reason which attracted people towards
Pantaloon as it was situated just in the Mall and it took less time for majority
of respondents to reach Pantaloon.

 As Pantaloon deals in discount retailing, it was believed that Pantaloon’s

discount and low prices were one of the main attractions for people but
people feel that the discount is not enough and it should be more.

 Some respondents’ complaint that there should be sitting space for ladies
child and old age people and it was worked out during the project itself.

 Some respondents demanded book corner should be there. And there should
be ample staff and billing counter during sales to handle the huge no. of
customers.

 Parking is also a problem at Pantaloon and some of the customers were

dissatisfied with the parking space at Pantaloon, as it does not provide much
parking area to its customers. Customers of Pantaloon use the parking space
provide by that mall only.

 Many time in Apperal Section, No Salesman were presented, so the

customer have to asked for help.
55
12. RECOMMENDATION AND
CONCLUSION
This research throws light on various strengths and weaknesses of Pantaloon
and can also help Pantaloon to improve on different fronts in order to have an
edge over its competitors. Based on the analysis and findings of my research I
would like to give following recommendations:

 Pantaloon needs to improve so that it can accommodate more kinds of

Sitting area should be there for children and old people, so that they can
sit while other family members doing shopping.
 products and also provide space for children coming with their parents to
play and have fun so that for them visiting Pantaloon becomes exciting.
 Pantaloon should incorporate more variety of products in its basket so
that it provides the convenience of availability of all things under one
roof to its customers. Variety of products should specially be increased in
traditional wear for women, Footwear, jewelery, cosmetics and more
varieties in watches. More varieties in sizes in jeans, Shirts.
 More computers should be included and number of billing counters
should be increased especially during the festive season and sales, so as
to speed up the process of billing and avoid large queues.
 If possible more attractive discount and offers should be given in order to
attract more customers.
 Staff should be trained properly to assist people and to make them
understand the benefits of green card membership, it will strengthen
Customer loyalty.
 Other Recommendations include introduction of a Book corner for the
book lovers and making shopping more joyfull.
 Salesman should be more aware about product.

56
CONCLUSION

This research report aims to study consumer attitude towards Pantaloon and
highlights its strengths and weaknesses in order that Pantaloon can fight the
competition in a better way. Though Pantaloon captures a different market and
is giving competition to big players like Shopper’s stop,Westside and Lifestyle.

Retail in India is a booming sector nowadays and Pantaloon should try to

benefit more from it. Recommendations given should be considered by
Pantaloon in order to emerge as a winner in long run.

57
13. ANNEXURE

13.1 QUESTIONNARIES ON PANTALOON FRESH

FASHION

Dear Respondent,

I am a student of National Institute of Fashion Institute of Technology, I am

doing this marketing research to study consumer’s attitude towards Pantaloon
and for that purpose I have designed following questionnaire. Needless to say
that your information will be kept confidential and won’t be disclosed to
anyone.

Q1 Where do you like to shop?

Q2. Where do you buy your Apparels from?

1. Near by garment shops.

2. Pantaloon.
3. Any other retail outlet.

Q3. How many of the following retail outlets you have visited?

 Vishal Mega Mart Shopper’s Stop.

 Reliance Retail Spencer
 Westside.

1. Visited all 2. Only 4 of them

3. Only 3 of them 4. Only 2 of them

5. Only 1 of them 6. None

58
 Q4. How often you visit Pantaloon in a month?

1. 1-3 times
2. 3-6 times
3. 6-9times
4. more than 9

Q5. What do you think is the reason of visiting Pantaloon?

Yes No

1. variety of products
2. low prices
3. convenience of location
4. status symbol
5. others
If others then please specify _________________

Q6 How would you rate Pantaloon on 5-point scale based on following listed
attributes?

1 2 3 4 5

Services

Staff

Ambience

Location

Parking

Where 1 = very satisfied 2 = satisfied 3 = can’t say 4 = dissatisfied.5 =very

Dissatisfied.

Q7. In which area you feel Pantaloon has an edge over other retail outlets?

Yes No

1. Ambience / Infrastructure
2. location
3. Discount / other offers
4. Any other attribute, specify __________________

59
Q8. How many times have you seen Pantaloon overcrowded?

1. rarely
2. frequently
3. never

Q9. What do you do when Pantaloon is overcrowded?

1. go for purchase that moment

2. wait for sometime
3. come next day
4. go to some other retail store

Q10 Define your overall shopping experience at Pantaloon on a 5-point scale.

1 2 3 4 5

1. Satisfactory
2. Exciting
3. Joyful
4. Value for money
5. Tiring

Where 1- Strongly agree. 2- Agree. 3- Can’t say. 4- Disagree. 5- Strongly

Disagree.

Q11. Do you think Pantaloon is a complete retail outlet?

1. yes
2. no
If no then please give your suggestions

___________________________________________________________
___________________________________________________________
___________________________________________________________

60
Please fill your details

Name:

Age: Below 20 yrs 20 - 30 yrs 30 – 40 yrs above 40 yrs

Monthly Income: below 15,000 between 15,000 – 25,000

Between 25,000-35,000 Above 35,000.

Gender: Male Female

Ph. No.:

61
13.2 BIBLIOGRAPHY

www.pantaloonretail.com

www.indiaretailing.com

www.tradingeconomic.com

www.govin.com

www.indiancensus.com

www.google.com

www.wikepedia.com

www.amazon.com

www.OECD.COM

62