1WIP PRESENTATIONANALYSIS OF CONSUMER BUYING BEHAVIOUR OF MEN’S FORMAL AT PANTALOONS.SUBMITTED BY: ABHIJEET SINGH (DM16D01)

2 SECTOR INFORMATION

The retail sector in India is emerging as one of the largest sectors in the Indian economy. Indian retail one of the fastest growing markets in the world due to economic growth. By 2020, retail market in India is projected to reach USD1.3 trillion from USD672 billion

in 2016. Supermarkets to total 8,500 by 2016 from 500 in 2006. Increasing participation from foreign and private players to boost retail infrastructure. Revenue generated from online retail is projected to grow to USD60 billion by 2017 and

USD70 billion by 2020 from USD6 billion in 2015. Retail industry is expected to grow to USD 1.3 trillion by 2020, registering a CAGR of

23.09% between 2000-2020 

3 10%

90%

GDP CONTRIBUTION

RETAIL SECTOROTHER SECTOR

2000 2002 2004 2006 2008 2010 2012 2013 2015 20200

2000

4000

6000

8000

10000

12000

14000

204 238 278 321 368 424 518 490 600

13000

COMPOUND ANNUAL GROWTH RATE

COMPOUND ANNUAL GROWTH RATE

CAGR 23.09%

4 REASONS FOR GROWTH  Rising income and demand for quality products to boost consumer expenditure.

Consumer expenditure estimated US$3.6 trillion by 2020 US$1.25 trillion in 2015

Increasing investments as foreign retailers are continuously entering the Indian market cumulative FDI inflow in retail for September 2016 stood at US$909.12 million and is expected to increase with 51 per cent

Online retail business is the next generation format which has high potential for growth in the future. The industry is projected to reach US$ 100 billion by 2020 growing from US$ 30 billion in 2016

5

RETA

IL ORGANISED

UN-ORGANISED

E-RETAIL

6 ORGANISED RETAIL Organized Retail Penetration (ORP) in India is low (8 per cent) in 2015

compared with that in other countries, such as the US (85 per cent). This indicates strong growth potential for organized retail in India .

In 2019, it is estimated that organized retail penetration share would reach 13 percent and unorganized retail penetration would hold a major share of 87 percent.

Organized retail penetration (2019)

87%

13%

Unorganised retail penetration Organised retail penetration

7 Drivers of organized retail

Demand drivers Rising income levels Increased urbanization Growing aspiration levels and appetite to experiment Credit availability

Supply drivers New entrants Expansion plans of existing players Infrastructure augmentation Emergence of new categories

8 COMPANY SNAPSHOT Pantaloons Fashion & Retail Limited is an Indian premium clothing retail

chain. The first Pantaloons store was launched in Gariahat, Kolkata in 1997.

COMPANY NAME PANTALOONSSECTOR RETAILPARENT ADITYA BIRLA GROUPNUMBER OF LOCATION 165 (APPROX)

CEO SHITAL MEHTAHEADQUARTER Mumbai, Maharashtra, India

9 Pantaloons was previously controlled by the Future Group, but has now been taken over by Aditya Birla Nuvo Limited (ABNL).

Pantaloons has now become a leading retailer in Indian retail industry.

Pantaloons provides service to consumers in terms of apparels, accessories like footwear, sunglasses, watches, cosmetics.

One of the largest loyalty programs: ~4.5 MN members - 60% of sales.

Rich portfolio spanning men’s, women’s western, women’s ethnic and kids

10

Pantaloons Brand for men’sF factor

Richard parkerByford

Urban EagleSF

Bare Denim

Pantaloons Brand for women’sHoney

RangmanchTrishaaAkriti

Candy New yorkAnnabelle

Non Pantaloons Brands for men’s

LevisPepe Jeans

CelioPeter England

John MillerAllen Solly

Non Pantaloons Brands for women’sBIBA

Global DESIWomen(W)

ANDJealous 21

Krauss

BRANDS

11BRANDS OFFERED

12 MAJOR COMPETITOR

Shopper’s stop Max Westside Lifestyle Central

13 

VISION: We shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the most Profitable Manner.

MISION: Infuse Indian Brands with Confidence and Ambition.

MARKET SIZE:

• Market leader in the Retail Industry.

• Captures 43% of the Retail Industry.

• Organized retail sector growing at rate of 5%• .• Growing Middle Class Group

14 PROJECT DESCRIPTIONSample Size – 40 Secondary objectives are:

To study the frequency of customer’s visit to the store.

To study the effectiveness of display of the store in attracting the customers.

To study the satisfaction with respect to different parameters.

SAMPLING

Type of sampling: convenient sampling

Sample size: 40 respondents

Sample area: Pantaloons, SGS Mall

15  

DATA STUDY Type of Data – Primary & secondary Data collection Method – Survey Data collection Tool – Questionnaire Structured Statistical tool – Percentage, Mean Data presentation – Graph, Pie Chart

16

QUESTIONS ANALYSIS

AGE GROUP WHO IS VISITING THE STORE

18 to 25 years 13

26 to 35 years 16

36 to 45 years 9

46 to 55 years 2

56 years and above 033%

40%

23% 5%

YEARS

18-25 26-3536-45 46-5556 AND ABOVE

The above data shows the age groups of the respondents. And by the graph it can be denoted that the majority of the customers visiting pantaloons are from young group of people.

17Q.1)Have you ever shopped at pantaloons before?

yes 35

no 5

YES 72%

NO28%

ARE YOU SHOPPED AT PANTALOONS BEFORE

YES NO

From the above pie chart it is clear that out of 40 respondent 35 respondents are visiting to the store before, and 5 respondent are not visiting before. It means many customer are visiting who is shopped before.

Once a month 18 2 to 3 times in a year

8

5 to 6 time in a year 9

Q.2) what is your frequency of shopping at pantaloons?

27%

11%62%

Sales2-3 times in a year5-6 time in a yearonce a mponth

 The above question and data shows that out of 40 customers around 62% are regular visitor as well 27% of customers are less frequent visitors and 11% customers are very occasional visitors.

18

Q.3) How do you rate the display standard in the store?

3% 5%

40%40%

13% 12345

1 (Poor) 1

2 (Avg) 2

3 (good) 16

4 ( V. good) 16

5 (Exc.) 5

Calculation of mean:

{(1x1)+(2x2)+(16x3)+(16x4)+(5x5)}/40 = 3.55 ; it is almost 4 that is Very Good.

The above question and graph shows the response of the customers towards the display at the store where X-axis is the rating from poor to excellent and Y-axis is the number of people.

19 Q.4) which brand would you prefer shopping from in men’s formal section? (Give ranking from 1 to 5, 1 being the most preferred)BRAND NAME

1 2 3 4 5 Total score

Louis Philips

7 10 10 6 7 124

Van Heusen

9 13 6 8 4 135

Peter England

14 7 8 6 5 139

Richard Parker

4 5 7 10 14 95

John Miller

6 5 9 10 10 107

40 40 40 40 40  

LP VH PE RP JM02468

10121416

79

14

46

10

13

75 5

10

68

79

68

6

10 10

7

45

14

10

1 2 3 4 5

Inference: From the Above chart it is clear that the brand preferred shopping from men’s formal section in the pantaloons is up to the mark out of 40 respondent.

SO, PETER ENGLAD is the most prefer brand in pantaloons because here we can see PE brand total score is more than other brand and second prefer brand is VAN HEUSEN.

In pantaloons least preferred brand is Richard parker because of total score is 95. So here we can say in Pantaloons in – house brand are not prefer brand in men’s formal section at pantaloons SGS location PUNE.

So, Peter England is most prefer brand of men’s formal in pantaloons SGS LOCATION.

20

 

Q.5) Rate your satisfaction with respect to availability of your preferred brands?

1 (Highly Dis.) 2 2 (Dis.) 4 3 (Neutral) 9 4 (Satis.) 20 5 (Highly Satis.)

5

1 2 3 4 50

5

10

15

20

25

24

9

20

5

This question shows the attitude of the customers with respect to the brand and product availability which can be calculated by finding the mean

The mean of above data is 3.55 which can be said approx. 4 that is Satisfied.

21Q.6) Brands and products availability for men’s formal in pantaloons is.

Excellent (1) 3Very Good (2) 9Good (3) 15Average (4) 10Bad (5) 3

1 2 3 4 502468

10121416

3

9

15

10

3

From the Above chart it is clear Brand and Products availability in the pantaloons is up to the mark out of 40 respondent 15 respondent liked good where 10 respondent view very good options.it means brand and products in pantaloons is qualitative and doing fine jobs.

The mean of above data is 3.025 which can be said approx. 3 that is good.

22 Q.7) How was your shopping experience today?

Poor (1) 0

` Avg. (2) 4 Good (3) 18 V. Good (4) 12 Exc. (5) 6

1 2 3 4 502468

101214161820

02

18

12

6

From the Above chart it is clear shopping experience in the pantaloons is up to the mark out of 40 respondent 18 respondent liked good where 12 respondent view very good options.it means pantaloons customers are satisfied

The mean of above data is 3.5 which can be said Pantaloons customer Experience is above the good and below the very good.

23 Q.8) Rate your Satisfaction with respect to following parameters.

S.N. Parameter

Highly dis.

1

Dissatisfied

2

Neutral

3

Satisfied

4

Highly satis.

5

1 Staff Service 1 2 4 17 162 Pricing 1 3 15 16 53 Product quality 2 2 9 22 54 Variety 2 5 17 13 35 Billing 2 2 8 21 7

1 24

17 16

13

15 16

52

5

17

13

32 2

8

21

7

0

5

10

15

20

25

1 2 3 4 5

staff service

pricing

product quality

variety

billing

The mean of above data is 4.125 which can be said approx. 4 that is Satisfied for the staff service.

The mean of above data is 3.5 which can be said Pantaloons customers think about pricing which above the neutral point and below the satisfied point.

24 The mean of above data is 3.65 which can be said approx. 4 that is Satisfied for the Product Quality.

The mean of above data is 3.72 which can be said approx. 4 that is Neutral for the Billing.

The mean of above data is 3.25 which can be said approx. 3 that is Neutral for the staff Variety.

So we can see here is staff service is very good as compare to the other option.

25Q.9) A. Greeted at the store

yes 31no 9

78%

23%yesno

B. Explained Product features yes 27no 13

yes68%

no33% yes

no

C. Encouraged to try our productsyes 32no 8

80%

20% yesno

 

The above question shows the number of customers being greeted, explained about the product and were encouraged for a try out. This shows the staff being inclined towards the company’s three main point of view of providing service to the customer at the floor.

26 OBSERVATIONS& FINDING After the Internship, I came to the conclusion that Pantaloons is the most likely store in

PUNE.

Its immediate competitor is Shopper’s Stop & MAX.

One positive sign for Pantaloons is that it has become the choice for middle class people in PUNE.

At the same time customers belonging to the higher class society complain about the service provided to them.

The customers are also unhappy with the limited brands available in the store.

Gestures like “Namaste” are always missing from the floor staff.

27 I was able to find out the frequency of customers visit that 51% of the customers are moderate visitors

that is almost to 1 times in a month.

The display standards of the store also has the impact on shopping and visit of the customers as the findings show that the 80 % of the total customers have rated good and very good in the display likeness of the store.

Then comes the satisfaction with respect different parameter taking them one by one:

Brands preferred by the customers is the outhouse brand with respect of the quality and brand name and secondly the price factor of the product.

The others parameters such as the staff service, price and the quality of the products, the variety of options available and lastly the billing process in any store .

There is staff service is very good .

28 CONCLUSIONS It was a great experience to explore the retail sector of pantaloons.

Shopping in India has witnessed a revolution with the changes in the consumer buying behavior and the whole format of shopping altered .Pantaloons ranks in the pyramid of Indian retail with its brilliant consumer centered approach and marketing.

Recommendations There should be more billing counters as during weekends there is more

rush so as to handle customers in a better way. Value added services can be improvised so that customer avail those

services and produce positive feedback towards the brand. There should be more variety of the product.