Title of the Project

The Study of Customer Satisfaction in Pantaloons

Fashion & Retail

1
Chapter 1

2
 Company Profile

Pantaloons began in 1997 as a Future Group company in the quest to

equip the emerging Indian middle-class with an indigenous fashion
retail format. Consistent with the times, the model was of a discount
fashion retailer. Post-acquisition by the Aditya Birla Group,
significant investments were made focused on store upgradation,
expansion, deeper pan-India penetration, portfolio enrichment,
brand building and organization processes to lay the foundation for
its future growth. The brand is now present in 136 Indian
cities/towns.

Pantaloons offer a wide range of brand offerings across apparel and

non-apparel categories and across varied price points.

It operates across categories of casual wear, ethnic wear, formal

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

Pantaloons today retail over 200 licensed and international brands,

including 20+ exclusive brands. The Pantaloons exclusive brand
bouquet includes Rangmanch, Ajile, Honey, Akkriti, Chalk, Annabelle,
Trishaa, Alto Moda, Poppers, Chirpie Pie; besides, it also features
brands licensed on a long-term basis: Bare, Rig, SF Jeans, Byford, JM
Sports, Lombard and Candie’s New York.

3
He Company launched six new brands, including Alto Moda, SF Jeans,
Candie's New York, Byford, Poppers and Chirpie Pie. Pantaloons also
host Madura F&L's brands such as Louis Philippe, Van Heusen, Allen
Solly, Peter England and People in menswear; Van Heusen and
Allen Solly in Womenswear, and Allen Solly Junior. It also retails
partner brands such as John Miller, Celio, Spykar, Levis and Lee
Cooper in menswear; Jealous 21, 109*F, AND, Chemistry and KRAUS
in women's western wear; BIBA, Global Desi, and W in women's
ethnic wear; Barbie and Ginny&Jony in kids wear. Pantaloons is
available on all leading e-commerce portals.

Pantaloons enjoys a loyal customer base of 10.0 million (as of 31st

March 2018), which is one of the largest among apparel retailers in
the country. It runs its own four-tier loyalty programme called
"Greencard".

The comprehensive marketing strategy of Pantaloons is a mix of

traditional and new-age communication. It also exploits digital media
to reach out to the Internet community. Additionally, it runs varied
store and brand launch events and promotions, besides corporate
tie-ups to enhance brand visibility and recall.

4
 Board of Directors

Kishore Biyani comes from a family that has been involved in

business since the time of his grandfather, who opened a clothes
shop in what was then called Bombay after moving there from the
village of Nimbhi Jodhan in Rajasthan. Growing up in the Malabar Hill
area of Mumbai, Biyani attended the city's HR Collage but thought
little of his studies, preferring instead to rely on a gut instinct and
observation in business. He has said that "I spent the better part of
the day outside college with friends, wandering around new places
and understanding and interpreting the real world”

5
 Mr. Rakesh Biyani
Joint Managing Director

Mr. Rakesh Biyani is a Joint Managing Director of Future Retail

Limited. He has been associated with the company for over 20 years.
In his executive role as the Joint Managing Director, Mr. Rakesh
Biyani leads the management and expansion of the company’s
flagship formats, Central, Big Bazaar and Food Bazaar. Rakesh is
actively involved in Category Management; Retail stores operations
and Information Technology.

6
 Mr. Shailesh Haribhakti
Chairman and Non-Executive Independent Director

Shailesh Haribhakti is the Chairman and Non-Executive Independent

Director of the Company. He is the Managing Partner of Haribhakti &
Co., Chartered Accountants and the Chairman of BDO Consulting. He
is the Chairman of the Banking, Finance and Insurance Committee of
the Indian Merchant’s Chamber and Member of the Adhoc Advisory
Committee for Master’s Degree in Management Studies, University
of Mumbai. He is on the Board of several public limited companies,
including ACC Ltd., Mahindra Life space Developers Ltd. and
Raymond Ltd.

7
 Mr. Vijay Biyani
Whole time Director

Vijay Biyani is an Executive Director of the Company. He brings more

than 25 years of experience in textile, yarn and ready-made apparels
business. He is actively involved in the financial and administrative
functions of the Company.

8
 Achievements and awards

2006
Retail Asia Pacific Top 500 Awards, Singapore
 Asia Pacific Best of the Best Retailers – Pantaloons Retail
(India) Ltd
 Best Retailer in India – Pantaloons Retail (India) Ltd

Asiamoney Awards
 Best Managed Company in India (Mid-cap) – Pantaloons retail
(India) Ltd.

2007
Images Retail Awards
 Most Admired Retail Face of the Year: Kishore Biyani
 Most admired retailer of the year: Large format, multi-product
store: Big Bazaar
 Most admired retailer of the year: Food and Grocery: Food
Bazaar
 Most admired retailer of the year: Home & office improvement:
Hometown
 Most admired Retail Company of the year: Pantaloons Retail
(India) Ltd.

9
National Retail Federation, New York
 International Retailer for the Year 2007 – Pantaloons Retail
(India) Ltd.

World Retail Congress, Barcelona

 Emerging Market Retailer of the Year 2007 – Pantaloons Retail
(India) Ltd.

Hewitt Best Employers 2007

 Best Employers in India (Rank 14th) – Pantaloons Retail (India)
Ltd.

2008
The INDIASTAR Award 2008
 Food Bazaar: Best Packaging Innovation With this award,
Pantaloons Retail (India) Limited becomes the first Indian
Retailer to win the prestigious INDIASTAR Award.

2009
Images Fashion Forum 2009
 Most Admired Fashion Group Of The Year - Future Group
 Most Admired Private Label - Pantaloons, lifestyle format
 Critics' Choice for Pioneering effort in Retail Concept Creation -
Central

10
Golden Spoon Awards 2009
 Most Admired Food & Grocery Retailer Of The Year – PRIL
 Most Admired F&G Retailer of the Year: Large Formats - Big
Bazaar
 Most Admired F&G Retailer of the Year: Private Label -
Pantaloons Retail

Indian Merchant Chambers and Asian Centre for

Corporate Governance and Sustainability
 Best Audit Committee 2009 Award for Pantaloons Retail

2010
Images Retail Awards 2010
 Most Admired Food & Grocery Retailer of the Year : Private
Label – Pantaloons Retail

Golden Spoon Awards 2010

 Most Admired F&G Retailer of the Year: Private Label -
Pantaloons Retail
 Most Admired F&G Retailer of the Year: Large Formats - Big
Bazaar

11
Exchange4media Radio Advertising Awards
(ERAA)2010
 Advertiser of the year - Future Group
 Best Brand Integration on Radio (Retail): GOLD -
Fashion@BigBazaar - RJ Style O Meter
 Best On Ground Activation for a client (Retail): GOLD -
Fashion@BigBazaar - RJ Style O Meter
 Best Use of Radio in a Media Plan: SILVER –
Fashion@BigBazaar - RJ Style O Meter
 Best Brand Integration on Radio (Retail): SILVER - Pantaloons
3 Idiots
 Best Campaign of the year: SILVER - Future Group Shopping
Festival

2011
ACE (Awards for Customer Excellence) 2011
 2011 SAP ACE award in the Best-Run Business in Mobility
Adoption - Pantaloons Retail

2012
Images Fashion Awards (IFA) 2012
 Most Admired Private Label Retailer - Pantaloons

12
 Inhouse Brands of Pantaloons

Rangmanch, Ajile, Honey, Akkriti, Chalk, Annabelle, Trishaa,

Alto Moda, Poppers, Chirpie Pie Bare, Rig, SF Jeans, Byford,
JM Sports, Lombard Alto Moda, SF Jeans, Candie's New York,
Byford, Poppers and Chirpie Pie.

13
Chapter 2

14
 Objective of the Study

To understand the profile and buying behavior of Pantaloons

customers in Patna.

To analyze the key factors influencing shopping at

Pantaloons.

To understand the level of expectation and satisfaction of

Pantaloons customers.

To study the influence of demographic variables on the

expectation and satisfaction level.

To analyze the gap between the level of expectation and

satisfaction of customers.

15
 Scope of the study

Research is done among the group of people shopping at

pantaloons located in Patna Exhibition Road.

Research is done among the people who frequently shop at

Pantaloons.

Research is done among the people who interact with floor

staff before buying merchandise.

Research is done among the people who interact with

Customer service desk (CSD) after their purchase.

16
 Research Methodology
Research methodology is a way to systematically solve the research
problem. In it step by step methods are followed to solve a particular
problem. If refers to a search for knowledge. It can also be define as
a systematic search of pertinent information on a specific topic. In
fact research is an art of scientific investigation.

The methodology adopted for the present study was focus

discussion, interview and close observation through in house study.
Since the project is based on action research it was necessary to
build report to collect maximum information from the customers.
Hence the research spent considerable time with the people who
reside in city. The main focus was to do with the assessing the
satisfaction level of customer and explore the possibility of more
sound arrangement of disseminating outlook information system.

Data Sources:-
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 company websites and various
Literature reviews. As Pantaloons is daily in news because of its
expansion plans, so I benefited a lot from articles on net.

17
SURVEY DESIGN/STUDY AREA
Random stratified sampling was chosen for research. Mall 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:
A sample size of 100 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:
Pantaloons store at Patna was chosen as sample unit.
Survey was conducted in May-June 2018.

 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.

18
 Limitation

This project report suffers from following limitation:

Questionnaires were filled in evening, 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 Pantaloons at

Exhibition Road and sample size is of 100 respondents so error
may be crop in while generalizing the results.

Those who came out of Pantaloons 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

19
Chapter 3

20
 Customer satisfaction
Customer satisfaction is a term frequently used in marketing.
It is a measure of how products and services supplied by a
company meet or surpass customer expectation. Customer
satisfaction is defined as "the number of customers, or
percentage of total customers, whose reported experience
with a firm, its products, or its services (ratings) exceeds
specified satisfaction goals.

Purpose
"Customer satisfaction provides a leading indicator of
consumer purchase intentions and loyalty." "Customer
satisfaction data are among the most frequently collected
indicators of market perceptions. Their principal use is
twofold:"
 "Within organizations, the collection, analysis and
dissemination of these data send a message about the
importance of tending to customers and ensuring that they
have a positive experience with the company's goods and
services."

21
 "Although sales or market share can indicate how well a firm is
performing currently, satisfaction is perhaps the best indicator
of how likely it is that the firm’s customers will make further
purchases in the future. Much research has focused on the
relationship between customer satisfaction and retention.
Studies indicate that the ramifications of satisfaction are most
strongly realized at the extremes."

22
 The Importance of Customer Satisfaction
customer satisfaction is a means of determining whether or not the
products and services business or a company is offering meet or
exceed the expectations of the consumers. Customer Satisfaction as
a marketing strategy can increase the profitability of a business and
see it grow. Every entrepreneur should think about the customer
satisfaction marketing strategy as it comes with a lot of benefits
including

 Encourages customer retention and reduces customer churn.

Contrary to what most people would expect, the main reason
contributing to customer churn is not price, but it is the poor
quality of products and services offered. If you work hard to
satisfy your clients, they will keep doing business with you.

 Encourages repeat buying.

Satisfied customers tend to come back and do business
with you. This will not only help you increase your
revenue, but also establish a good business relationship
with you.
 It limits corporate crises
If your customers are satisfied with your products and
services, they will want your company or business to
survive any crisis that may come around. They may even
try to assist you in ensuring the business survives. A
huge advantage to your business.

23
 Disclosing your brand through positive word of mouth
Satisfied customers can sell your brand and business for
you. They recommend your products and services to
their friends and relatives through the word of mouth
communication.
You need to understand that word of mouth
communication is vital to your business because most
potential customers tend to trust the person that has
already used the product or service more than they can
trust you.
A happy customer can take their time and share online
the experience they just got from, say, a fashion shop.
Again, unhappy customers can damage your business
through negative word of mouth communication.
 Boosts market share and revenues.
As discussed earlier, customer satisfaction promotes
customer retention. This fact contributes to increased
market share and revenues.
A study done by the Strategic Planning Institute shows
that companies that had very high customer satisfaction
ratings experienced a market share growth of up to six
percent and in general, they charged up to ten percent
more for the product and services they offered.
It is imperative that you understand that it is always
cheaper to retain a customer that to obtain a new one.

24
 Objective of customer Satisfaction
1. To Increase Customer Loyalty
According to Institute of Customer Service, a 10% increase in
customer satisfaction score results in 12% increase in trust
from customers. Customer satisfaction promotes loyalty. And a
company's satisfied and loyal customers are also the best
referrers. Loyal customers do not only buy more, they also
encourage others to try and purchase your product.

2. To Reduce Customer Churn

Companies and businesses do not want to lose customers. They
want to retain customers and acquire new ones. Customer
satisfaction is important to reduce churn. A product's price is
not the main reason why customers switch brands today. Poor
customer service and experience makes them jump to
competitors. By ensuring customer satisfaction, companies can
make sure that customers stay with their brand.

3. To Give Brand Differentiation

In the competitive market that we have today, customer
satisfaction is viewed as one the key brand differentiators.
Customers do not only compare the products of several
companies. They also look at how satisfied the customers are
with each company. Customers have access to information via
the internet and they maximize that. Companies that ensure a
high customer satisfaction gets the advantage over the others.

25
 Purpose of Customer Satisfaction

1. Fix any meaningful problems that have occurred for

customers with the company’s products or service.

2. Assess the performance of its customer-facing units

(retail locations, call centers, digital care team, etc.)
and staff (salespeople, call center reps, etc.)

3. Improve its processes and standards for delivery.

4. Understand customers’ needs as they use the

company’s products or services so the company can
help them have a better overall experience.

26
 Marketing
Marketing is the study and management of exchange relationships.
Marketing is used to create, keep and satisfy the customer. With the
customer as the focus of its activities, it can be concluded that
Marketing is one of the premier components of Business
Management - the other being innovation

Marketing is defined by the American Marketing Association as "the

activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large. The term
developed from the original meaning which referred literally to going
to market with goods for sale. From a sales process engineering
perspective, marketing is "a set of processes that are interconnected
and interdependent with other functions" of a business aimed at
achieving customer interest and satisfaction.

The marketing mix (the 4 Ps)

he four Ps, often referred to as the marketing mix or the marketing
program, represent the basic tools which marketers can use to bring
their products or services to market. They are the foundation of
managerial marketing and the marketing plan typically devotes a
section to each of these Ps.

1. Product
The product aspects of marketing deal with the specifications
of the actual goods or services, and how it relates to the end-
user's needs and wants. The product element consists of
product design, new product innovation, branding, packaging,
labelling. The scope of a product generally includes supporting
elements such as warranties, guarantees, and support.
Branding, a key aspect of the product management, refers to
the various methods of communicating a brand identity for the
product, brand, or company.

27
2. Pricing
This refers to the process of setting a price for a product,
including discounts. The price need not be monetary; it can
simply be what is exchanged for the product or services, e.g.
time, energy, or attention or any sacrifices consumers make in
order to acquire a product or service. The price is the cost that
a consumer pays for a product—monetary or not. Methods of
setting prices are in the domain of pricing science.

3. Place
This refers to how the product gets to the customer; the
distribution channels and intermediaries such as wholesalers
and retailers who enable customers to access products or
services in a convenient manner. This third P has also
sometimes been called Place, referring to the channel by which
a product or service is sold (e.g. online vs. retail), which
geographic region or industry, to which segment (young adults,
families, business people), etc. also referring to how the
environment in which the product is sold in can affect sales.

4. Promotion
This includes all aspects of marketing communications;
advertising, sales promotion, including promotional education,
public relations, personal selling, product placement, branded
entertainment, event marketing, trade shows and exhibitions.

28
 Marketing Strategy
A marketing strategy serves as the base of a marketing plan. A
marketing plan contains a list of specific actions required to
successfully implement a specific marketing strategy. An
example of marketing strategy is as follows: "Use a low cost
product to attract consumers. Once our organization, via our
low cost product,
has established a relationship with consumers, our
organization will sell additional, higher-margin products and
services that enhance the consumer's interaction with the low-
cost product or service." Without a sound marketing strategy,
a marketing plan has no foundation. Marketing strategies
serve as the fundamental foundation of marketing plans
designed to reach marketing objectives. Hence in this chapter
a very sincere effort have been made to present the marketing
strategies for readymade garments industries and analyzed and
interpreted the results of
my hypotheses which has been formulated for my research
work.

29
Key elements of a successful marketing strategy

Segmentation
Your existing and potential customers fall into particular groups or
segments, characterized by their 'needs'. Identifying these groups
and their needs through market research and market reports, and
then addressing those needs more successfully than your
competitors, should be one of the key elements of your marketing
strategy.

Targeting and positioning

You should aim to sell to the market segments that will be most
profitable for your business. It is important that your product
offering meets the needs of your chosen target market.

You should create a marketing strategy that makes the most of your
strengths and matches them to the needs of the customers you want
to target. For example, if a particular group of customers is looking
for quality first and foremost, then any marketing activity aimed at
them should draw attention to the high quality of your products or
service.

Promotional tactics
Once you have created your marketing strategy, you must then
decide which marketing activity or activities will ensure your target
market know about the products or services you offer, and why they
meet their needs.
There are many ways to achieve this - such as various forms of
advertising, exhibitions, public relations, digital marketing and an
effective 'point of sale' strategy. Try to limit your activities to those
methods you think will work best with your target market, to avoid
spreading your budget too thinly.

30
Monitoring and evaluation
Monitoring and evaluating how effective your strategy has been is a
key element, yet often overlooked. This control element not only
helps you see how your strategy is performing in practice, it can also
help inform your future marketing strategy.
A simple approach is to ask each new customer how they heard
about your business. Deeper analysis can come from questionnaires,
focus groups and examining customers’ online behavior.

Marketing plan
Once you have decided on your marketing strategy, draw up a
marketing plan that sets out how you intend to execute that strategy
and evaluate its success. The plan should be constantly reviewed
and, if necessary, updated so you can respond quickly to changes in
customer needs and attitudes in your industry and in the broader
economic climate.

31
 Future Group strategy
A new normal is being defined in the Indian consumer market
every day. With far-reaching socio-economic changes that
India has undergone in the last decade, the drivers in urban
and rural India are maturing fast. With a growth strategy
tempered with localization and an inclusive business model,
Future Group is an integrated consumer goods organization
that offers a wide range of consumer goods brands that are
distributed through its own retail network that are spread in
every state of the country.

Future Group's strategy is aimed at achieving inclusive,

sustained and profitable growth with three levers

Customer-Orientation
The bottom line in each of our retail success stories is "know your
customer". Insights into the soul of Indian consumers - how they
operate, think, dream and line - helps us innovate and create
differentiating functionally.

Continuous-Innovation
As India's leading integrated consumer goods organization, we
understand the importance of innovation. We integrate data science,
technology, design thinking and deep consumer insights to cater to
the fast changing needs and aspirations of India’s diverse consumer
goods

32
Collaborative Transformation
Creating a collaborative environment combining our strengths with
our suppliers and vendors helps us create immense value for our
customers which in turn fosters mutual growth.

We believe that modern Indian retail rests on the strength of two

pillars – scale and efficiencies. As front-runners in both areas, we
firmly believe our core responsibility lies in providing protection to
customers from the overall rate of inflation. While the scale and size
of our operations helps us improve efficiencies, it also ensures we
deliver greater value to our customers.

Our retail thrust is focused on four principal verticals of Food,

Fashion, General Merchandise and Home. These four categories
together account for nearly 65% of the consumption in the country
and represent mass consumer aspirations. Acknowledging this, we are
creating retail pure play through divestment and demerger of non-
retail businesses to concentrate our efforts on these verticals.

India's retail boom is being driven by resurgence in the economy.

Modern retail still has around 6% share of the total retail spend in the
country, that is estimated at around US $ 400 billion. Thus, the
potential for modern retail growth in India is huge. Currently, leading
retailers in mature markets occupy the top three slots by turnover,
employment and value creation. As the Indian economy matures, it is
upon us to make the same happen in our country.

33
Chapter 4

34
 Data Analysis & Interpretation

Gender
Table showing distribution of Gender

Options No. of respondents % of respondents

Male 48 48%
Female 52 52%
Total 100 100%

Graph showing distribution of Gender

Percentage

Male

Female

Interpretation:
The above graph indicates that the respondents are mostly
women

35
Age
Table showing distribution of age

Options No. of Respondents % of Respondents

Below 20 Yrs. 24 24%
20 – 30 Yrs. 40 40%
30 – 40 Yrs. 21 21%
Above 40 Yrs. 15 15%
Total 100 100%

Graph showing distribution of age

40
35
30
25
20 No. of Reapondents
% of Respondents
15
10
5
0
Below 20 20 - 30 Yrs. 30 - 40 Yrs. Above 40
Yrs.

Interpretation:
The above table reveals that 24% of Respondents were in age group
of Below 20, 40% were 20 – 30, 21% were 30 – 40 yrs. and 15% were
above 40.

36
Occupation
Table showing distribution of occupation

Occupations No. of Respondents % of Respondents

Businessman 27 27%
Employee 22 22%
Student 32 28%
Housewife 19 19%
Total 100 100%

Graph showing distribution of occupation

35

30

25

20
No.of respondents
% of responddents
15

10

0
Businessman Employee Student Housewife

Interpretation:
The above table shows that students visits more in pantaloons than
any others

37
 1. Is the store conveniently located?
Table showing distribution of respondent’s opinion about the
convenience of location

Option No. of Respondents % of Respondents

Strongly agree 21 21%
Agree 45 45%
Neutral 27 27%
Disagree 5 5%
Strongly disagree 2 2%
Total 100 100%

Graph showing distribution of respondent’s opinion about the

convenience of location

50
45
40
35
30
25
No.of Respondents
20
15 % of Respondents

10
5
0
Strongly Agree Neutral Disagree Strongly
agree Disagree

Interpretation:
The above graph indicates distribution of respondent’s opinion about
the convenience of location 45% of the respondents Agree that the
store is conveniently located

38
 2. How often you visit Pantaloons in a month?
The table showing distribution of respondents on how often they
visit pantaloons in a month

Options NO. of Respondents % of Respondents

1 – 3 Times 57 57%
3 – 6 Times 30 30%
6 – 9 Times 9 9%
More than 9 4 4%
Total 100 100

Graph showing distribution of respondents on how often they visit

Pantaloons in a month

60

50

40

30 No. of Repondents

% of Respondent
20

10

0
1 - 3 Times 3 - 6 Times 6 - 9 Times More than
9

Interpretation:
The above graph shows that around 57% of respondents visit
Pantaloons 1 – 3 times in a month and around 30% of respondent
visited Pantaloons more than 3 times in a month

39
3. What factors will you considered while buying
merchandise?
Table showing distribution of respondent’s on what factors they
consider while buying merchandise

Option No. of respondents % of respondents

Availability 10 10%
Quality 58 58%
Trends 20 20%
Price 12 12%
Total 100 100%

Graph showing distribution of respondents on what factors they

considered while buying merchandise

60

50

40

No.of Respondents
30
% of Respondents

20

10

0
Availability Quality Trends Price

Interpretation:
The above graph indicates that most of the respondents are consider
the quality while merchandise.

40
 4. How did you come to know about the offers at
pantaloons?
Table showing distribution of respondent’s opinion about the offer of
pantaloons.

options No. of respondents % of respondents

News paper 32 32%
SMS 10 10%
Email 3 3%
Other 55 55%
Total 100 100

Graph showing distribution of respondent’s opinion about the offer

at pantaloons

60

50

40
No. of Respondents
30
% of Respondents
20

10

0
Newspaper SMS E-mail Other

Interpretation:
The above graph indicates that there is a lot of scope in
communicating the offers at pantaloons through SMS and E- matters
with the increase in technology.

41
 5. Does the store have a wide range of product?

Table showing distribution of respondent’s opinion about the range

of products in the store

Options No. of Respondents % of Respondents

Strongly agree 12 12%
Agree 45 45%
Neutral 29 29%
Disagree 14 14%
Strongly Disagree 0 0
Total 100 100%

Graph shows distribution of respondent’s opinion about the range

of product in the store

45

40

35

30

25
No. of Respondents
20
% of Respondents
15

10

0
Strongly Agree Neutral Disagree Strongly
agree disagree

Interpretation:
The graph indicates that the store needs to provide a very wide
range of products and merchandise.

42
 6. What is your satisfaction level with the
shopping?

Table showing distribution of respondent’s opinion about the

satisfaction level of their shopping

Options No. of Respondents % of Respondents

Highly satisfied 14 14%
Satisfied 58 58%
Neutral 23 23%
Dissatisfied 3 3%
Highly Dissatisfied 2 2%
Total 100 100%

Graph showing distribution of respondents opinion about the

satisfaction level of their shopping

60

50

40

30 No.of Respondents
% of Respondents
20

10

0
Highly Satisfied Neutral Dissatisfied Highly
Satisfied Dissatisfied

Interpretation:
Graph shows the satisfaction level of the customers in extremely well
and satisfied.

43
 7. How competitive do you find the prices at store?

Table showing distribution of respondent’s opinion about price

competitive at the store

Options No. of Respondents % of Respondents

Very Competitive 15 15%
Somewhat 32 32%
competitive
Competitive 40 40%
Not Competitive 13 13%
Total 100 100

Graph showing distribution of respondents opinion about the price

competitive at the store

40

35

30

25

20 No. of Respondent
% of Respondents
15

10

0
Very Somewhat Competitive Not
competitive Competitive competitive

Interpretation:
Graph indicates that maximum of the respondents are feel that the
price of the store is competitive when compare with the other store.

44
 8. How is the customer care response when you
approach them?
Table showing distribution of respondent’s opinion about the
customer care response.

Option No. of Respondents % of Respondents

Good 25 25%
Best 48 48%
Average 20 20%
None 7 7%
Total 100 100

Graph showing distribution of respondent’s opinion about the

customer care response.

50
45
40
35
30
No . Respondents
25
% of Respondents
20
15
10
5
0
Good Best Average None

Interpretation:
Graph indicates that maximum of the respondents are satisfied with
the responses of customer care division at the pantaloons whenever
there is an issue.

45
 9. Does the staff provide information regarding
the merchandise?
Table showing distribution of respondent’s opinion about the staff
response regarding the merchandise in the store.

Options No. of Respondents % of Respondents

Strongly agree 40 40%
Agree 45 45%
Neutral 13 13%
Disagree 2 2%
Strongly disagree 0 0
Total 100 100

Graph showing distribution of respondent’s opinion about the staff

responses regarding the merchandise in the store

45

40

35

30

25
No. of Respondents
20
% of Respondents
15

10

0
Strongly Agree Neutral Disagree Strongly
agree disagree

Interpretation:
Graph indicates that the sales representative of the respective
brands are well aware of the merchandise.

46
 10. Will you purchase again?
Table showing distribution of respondents opinion about repurchase
in pantaloons.

Options No. of Respondents % of Respondents

Definitely will 65 65%
Probably will 10 10%
Not sure 25 25%
Total 100 100

Graph showing distribution of respondents opinion about repurchase

in pantaloons.

70

60

50

40 No. of Respondent
% of Respondents
30

20

10

0
Definitely Will Probably Will Not Sure

Interpretation:
Graph shows that the respondents are brand loyal towards center
and are willing to purchase again at pantaloons.

47
 Swot Analysis
The retailing industry has been developing on daily basis. India is one
of the largest hosts of widely acknowledged retailing companies in
the world. One of the recognized retail companies in the country is
Pantaloons. It is an exceptional retail company that engages together
with its subsidiaries in multi-format retail businesses that include
food, fashion, home improvement, furnishing solutions, electronics
and merchandise. From its SWOT analysis, it is clear that Pantaloons
stands out above many other retailing companies. These are factors
that affect operations of a company give it a greater edge than its
competitors.

The SWOT analysis of Pantaloons is one of the essential tools that

the company has used to ensure that there is a clear goal for the
venture and to ensure that it is clear on the factors affecting is
environment of operation. To accomplish a SWOT analysis, the
process entails looking at the strengths, weaknesses, opportunities
and threats. All in all, here is an easy to comprehend SWOT analysis
of Pantaloons;

48
Strengths
These are the aspects within Pantaloons retail limited that are
essential for ultimate success of company’s activities. For instance,
Pantaloons is the largest retailer in India covering about 70 cities and
largest in terms of revenue and capitalization. The company is also
known for its competitive pricing, expediency and wide variety of
products. Its great human resource management and development
team has made it easy to operate in the market.

Weaknesses

Pantaloons faces competition from specialty companies hence, it is

forced to come up with boundless marketing and advertising
strategies. The company has to take care of high inventory turns as
the products have to move quickly to during storage. Thus, to get
enough shopping store space is a challenge. Despite having a great
human resource management team, the company also faces a high
employee turnover that costs the company a lot on salaries and
wages.

Opportunities
There is a vast untapped market for Pantaloons to exploit as well as
merge with other global retailers or focus on specific markets that
guarantee good profits and revenues. Pantaloons can also enjoy an
organized retail in urban rural areas in India as retail is only 4.5% of
the total of Indian retail market.

49
Threats

Pantaloons retail limited faces sturdy competition from many

unorganized retailers in India. Government policies are also not well-
defined in the new markets. On the other hand, online market
impacts the number of consumers visiting its shopping stores as
many people want to access goods from the comfort of their homes.
Evidently, the shopping culture in India is not developed and many
people rely on window-shopping to learn about available products.
The chief purpose of the SWOT analysis of Pantaloons as a tactical
planning tool is to easily conform to a list of relevant factors affecting
the activities of the company. In addition the SWOT analysis also
offer solutions to any essential questions raised on the company by
consumers. Any threats that may hinder success of Pantaloons are
also well addressed to evade future complications in its operations.

50
Chapter 5

51
 Conclusion
This research report aims to study consumer Satisfaction towards
Pantaloons and highlights its strengths and weakness in order that
Pantaloons can fight the competition in a better way. Through
Pantaloons captures a different market and is giving competition to
big players like Vishal mega mart and Big Bazar. Retail in India is a
booming sector nowadays and Pantaloons should try to benefit more
from it. Recommendation given should be considered by pantaloons
in order to emerge as a winner in long run

52
 Suggestions

Try to improve communication and greeting with the customers.

Try to educate the customers about types of product and its offers.

Try to put English language communicator near every entrance to

help foreign customers.

Should educate fashion assistants for the better communication with

the customer

Customers expect a better variety of product in pantaloons so that it

can satisfy customers from all the section of society.

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.

Sitting area should be there for children and old people, so that they
can sit while other family member doing shopping.

If possible more attractive discount and offer should be given in

order to attract more customers.

53
Annexure

54
 Questionnaire
Name……………………………………………

Age
A. Below 20 yrs. B. 20 – 30 yrs. C. 30 – 40 yrs. D. Above
40 yrs.

Gender
Male Female

Address…………………………………………………

Phone No. ……………………………………………

E-mail…………………………………………………..

1. Is the store conveniently located?

A. Strongly agree B. Agree C. Neutral
D. Disagree E. Strongly disagree

2. How often you visit pantaloons in a month?

A. 1 – 3 Times B. 3 – 6 Times
C. 6 – 9 Times D. More than 9

3. What factors will you considered while buying merchandise?

A. Availability B. Quality
C. Trends D. Price

4. How do you come to know the offers at pantaloons?

A. Newspaper B. SMS
C. E-mail D. Other

55
5. Dose the store have a wide range of product?
A. Strongly agree B. Agree C. Neutral
D. Disagree E. Strongly disagree

6. What is the satisfaction level with the shopping?

A. Highly satisfied B. Satisfied C. Neutral
D. Dissatisfied E. Highly dissatisfied

7. How competitive do you find the price at store?

A. Very competitive B. Somewhat competitive
C. Competitive D. Not competitive

8. How is the customer care response when you approach them?

A. Good B. Best
C Average D. None

9. Dose the staff provide information regarding the merchandise?

A. Strongly agree B. Agree C. Neutral
D. Disagree E. Strongly disagree

10. Will you purchase again?

A. Definitely will B. probably will C. Not sure

56
 Bibliography

https://www.pantaloons.com/
https://en.wikipedia.org
www.abfrl.com/
www.adityabirla.com/businesses/Profile/Pantaloons
www.managementparadise.com
https://economictimes.indiatimes.com
https://www.google.com/
www.bestessayservices.com

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