A

PROJECT REPORT ON
PANTALOON FRESH
FASHION.
SUBMITTED BY:
Krishan Kumar Sharma
Maharaja Agrasen Institute of Technology,
G.G.S.I.P University, Delhi

A CASE STUDY ON:

CONSUMER BEHAVIOUR IN
PANTALOON FRESH FASHION,
CROSS RIVER MALL,
SHAHDARA, DELHI
TABLE OF CONTENT
1. Preface.
2. Acknowledgement.
3. Summary.
4. Introduction.
5. Retailing in India
6. Company profile.
a) Pantaloon Retail Chain.
b) Competition.
c) Pantaloon Brand Vs. Their Competitors.
d) Merchandise Mix.
7. Visual Merchandising.
8. Objectives of Study.
9. Research Methodology.
10. Analysis.
11. Scope and Limitations.
12. Research Findings.
13. Recommendations and Conclusions.
14. Annexure
a) Questionnaire
15. Bibliography

PREFACE
Retailing is going through a transition phase in India. The retail tradesector
comprises of establishments engaged in retailing merchandise,generally without
transformation, and rendering services incidental to the saleof merchandise. Retailing
process is the final step in the distribution ofmerchandise. The corner grocery store,
which was the only choice availableto the consumer, is now giving way to international
formats of retailing. Therehad been a boom in retail trade in India owing to a gradual
increase in thedisposable incomes of the middle class households. More and more
playerswere coming into retail business to introduce new formats like
malls,supermarkets, discount stores, department stores and traditional looks
ofbookstores, chemist shops, and furnishing stores.
The traditional food and grocery segment has seen the emergence of
supermarkets/grocery chains (Food World, Nilgiris, Apna Bazaar, Vishal
Mega Mart, Spencer¶s, Pantaloon), convenience stores ( HP Speed mart) and
fast-food chains (McDonalds, Dominos, Pizza Hut, Kfc, Papa John¶s 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 andlifestyle
segment of the Indian consumer market. Headquartered in Mumbaithe company has
over1,000 stores across71 cities in India and employs over3 0,000 people, and as of 2010,
it was the country's largest listed retailer bymarket capitalization and revenue

ACKNOWLEDGEMENT
I would like to acknowledge the enormous help given to us in creating this
project report. For their memories, their patience, and their guidance i wish to
thank all those who contributed to my report by filling up questionnaires and
providing me with desired information.
I chose Pantaloon Fresh Fashion at Shahdara, Delhi for my project work andthe
customers of that store helped me whole heartedly and provided me withall the
necessary information.
Mostly my thanks to Mr. Deepak Mangla, Store Manager at Pantaloon and
Ms. Megha, Hr at Pantaloon for allowing me to handle this Project andLetting me gain
such a wonderful experience, Without their support andguidance this project would not
have been possible.
Also I would like to thank all the staff specially the cash counter team for
their
helpful and co-operative behavior

SUMMARY
This project report throws light on the reasons behind customer¶s decision ofchoosing
Pantaloon for purchase of Apparels and various other products fromPantaloon.
Pantaloon is one of the emerging players in the Indian retailindustry and offers a deep
insight into the industry.
For completion of this report nearby Pantaloon store i.e. in Shahdara forconducting
survey and fulfillment of questionnaires. A sample size of1 00 wasselected due to
limitation of time. Among those who were interviewed consistof housewives,
professionals, and even college going students. Though thesample size considered was
small but it was so varied in order to overcome allthe odds. Random stratified sampling
method was considered to be best suitedto fulfill the project hypothesis. A structured
questionnaire was constructed inorder to measure the responses of respondents on
suitable scale so that theycan be analyzed on SPSS. Primary data collection was done
throughquestionnaire and interviews and secondary data collection through
companywebsites and various previous research reports.
Through survey effect of various factors like ambience of store, low pricesand
convenience came in light and the reason of people choosing Pantaloonover other retail
outlets became clear. Respondents gave many suggestions forPantaloon like they
should have more Staff especially during Sales, moreSitting area, more variety, etc.
Feeding the data into SPSS for analysis gaveinteresting results which have been
compiled and tabulated in this report

INTRODUCTION
Pantaloon Retail (India) Limited, is a large Indian 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
the Indian consumer market .With effect Jan.1, 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 may be listed independently.
The company¶s brands include Pantaloons, a chain of fashion outlets, Big
Bazaar, a hypermarket chain and Food Bazaar, a supermarket chain. Some of
the company's other regional brands include, Depot, Shoe Factory, Brand
Factory, Blue Sky, aLL, Top10 and Star and Sitara.
A subsidiary company, Home Solutions Retail (India) Limited, operates
Home Town, a large-format home solutions store, Collection i, selling home
furniture products and E-Zone focused on catering to the consumer electronics
segment.
The first Pantaloon was opened in Gariahat in1997. Over the years, it has
undergone several transitions. When it was first launched, this store 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 store, it finally veered towards becoming a fashion store with an
emphasis on 'youth' and clear focus on µfresh fashion¶.
Today, the fashion store extends to almost all the major cities across the
country. Pantaloons 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 casual wear, ethnic wear, formalwear, party wear and
sportswear for Men, Women and Kids .

It includes different varieties Bare Denim, Umm, John Miller, Provogue,

Spyker, Agile, Rig, Lee Cooper, Anabelle, Honey, Jealous21, aLL, Urban
Yoga.
'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

RETAILING IN INDIA
The Indian 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 the last few years. Though
initially, the retail industry in India was mostly unorganized, however with the
change of tastes and preferences of the consumers, the industry is getting
more popular these days and getting organized as well. With growing market
demand, the industry is expected to grow at a pace of 25-30% annually. The
India retail industry was expected to grow from Rs. 35,000 crore in 2004-05
to Rs.109,000 crore by the end of year 2010.
According to the 8th Annual Global Retail Development Index (GRDI) of
AT Kearney, India retail industry is the most promising emerging market for
investment. In 2007, the retail trade in India had a share of 8-10% in the GDP
(Gross Domestic Product) of the country. In 2009, it rose to12%. It is also
expected to reach 22% by 2010-11.
According to a report by Northbridge Capita, the India retail industry is
expected to grow to US$700 billion by 2010-11. By the same time, the
organized sector will be 20% of the total market share. It can be mentioned
here that, the share of organized sector in 2007 was7.5% of the total retail
market.
As a democratic country with high growth rates,
consumer spending has risen sharply as the youth population (more than 33
percent of the country is below the age of15) has seen a significant increase
in its disposable income. Consumer spending rose an impressive75 per cent
in the past four years alone. Organized retail, which accounts for almost 5 per
cent of the market, is expected to grow at a CAGR of 40 per cent from US$ 20
billion in 2007 to US$107 billion by 2013.
It is important to study the brand which is a store of all brands. The retail
market in India is highly competitive and with major players such as Wal-
Mart and Tesco entering the industry it is set to grow even further. It is thus
important to see how well, which player in the organized retail industry
manages to pull consumers in their stores. Especially in the Retail Industry
there is more focus on repeated sales and sustaining the customers for a long
time.
COMPANY
PROFILE
PANTALOON RETAIL CHAIN
Pantaloon Retail (India) Limited, is India¶s leading retailer that operates
multiple retail formats in both the value and lifestyle segment of the Indian
consumer market. Headquartered in Mumbai (Bombay), the company operates
over16 million square feet of retail space, has over1000 stores across73
cities in India and employs over 30,000 people.
The company PRIL¶S leading formats include Pantaloons, a chain of fashion
outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a
supermarket chain, blends the look, touch and feel of Indianbaz aar s with
aspects of modern retail like choice, convenience and quality and Central, a
chain of seamless destination malls. Some of its other formats include Brand
Factory, Blue Sky, aLL, Top10 and Star and Sitara.
Future Value Retail Limited is a wholly owned subsidiary of Pantaloon
Retail (India) Limited. This entity has been created keeping in mind the
growth and the current size of the company¶s value retail business, led by
its
format divisions, Big Bazaar and Food Bazaar.
Future Group
Pantaloon Retail is the flagship enterprise of the Future Group, which is
positioned to cater to 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 Brands
(management of all brands owned or managed by group companies), Future
Space (management of retail real estate), Future Logistics (management of
supply chain and distribution) and Future Media (development and
management of retail media).
Future Capital Holdings, the group's financial arm, focuses on asset
management and consumer finance. It manages two real estate investment
funds (Horizon and Kshitij) and consumer-related private equity fund, In
division. It also plans to get into insurance, consumer credit and other
consumer-related financial products and services in the near future.
Future Group's vision is to, "Deliver Everything, Everywhere, Every time 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 values.
Core Values
y Indianness: confidence in ourselves.
y Leadership: to be a leader, both in thought and business.
y

Respect & Humility: to respect every individual and be humble in our

conduct.
y Introspection: leading to purposeful thinking.
y Openness: to be open and receptive to new ideas, knowledge and
information.
y Valuing and Nurturing Relationships: to build long term relationships.
y Simplicity & Positivity: Simplicity and positivity in our thought,
business and action.
y Adaptability: to be flexible and adaptable, to meet challenges.
y Flow: to respect and understand the universal laws of nature.
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 Bhart

PANTALOON¶S BRAND vs. THEIR COMPETITOR

Brand: The American Marketing Association describes a brand asµname,
term, symbol or design, or a combination of them intended to identify thegoods and service

of one seller or group of sellers and to differentiatethem from those of competition¶.

The company has its own brands but it focus on other multiple brands as well.
It also provides various other brands to its customers. It has a collaboration
with many different brands and it sales them under its name ,it provides
benefit to both.
The Competitor Brands in the Market are:
Koutons, Tng, Cantabil, TQS, La FAnso, Charlie Outlaw, Reliance, Cobb
Italy, Levi¶s, etc.
As these are the small retail outlets placed nearby to the local markets, so they
are giving competition to pantaloon.
These are the few famous brands which are available at Pantaloons

1. ALL

2. ANABELLE

3. BARE DENIM
4. BIBA

5. G INI N JONY

6. G IOVANI

7. H ONEY
8. INDIGO NATION

9. JEALOUS 21

10. JM SPORT

11. JOCKEY

12. JOHN MILLER

13. LEE

14. LEE COOPER

15. LILLIPUT

16. LOMBARD

17. MIX N MATCH

18. MONTE CARLO

19. PROVOGUE

20. RIG

21. SCULLERS

22. SPYKAR

23. TOMMYHILFIGER

24. UMBRO

25. UMM

MERCHANDISE MIX
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, Deodora nts, Sunglasses, Wrist Watches, and Jewellery.
Some brands are stated above others are:
COSMETICS
: Maybelline, L¶Oreal.
DEODORANTS
: Playboy, Denim, Ferrari etc.
SUNGLASSES
: Fast track, DG, and many othe r.
WRIST WATCHES
: fast track, Titan, Espirit, TimeX etc.
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
y A desire to attract customers to a place of business in order to sell the
merchandise.

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

y It helps create positive customer image.

y It helps to increase sales.

y It encourages impulse buying

y The exterior appearanc e of a store silently announceswhat customers can

expect inside.
y Good exterior visual merchandising attracts attention, creates interest, and
invites the customer into the business
M
:
y A specil tpe of si is used to d ispl te name of te s tore.
y An effectie marquee must stand out fromt e ot er businessesto attract
customers
.y It can be used to announce a change in season, sale, a speciale ve nt or a
promotion.
Banners:
y T hese are usedincreasinglas aninexpensive but colorful, eye-catching
means of promotion.
y Banners can be hung from flagpoles, projected from the building or hung
flat against t he exteriors.
y W here many signs compete for customer¶s attention, design andlogo
become moreimportant.They should be unique, noticeable and readable.
W a lW ays And Entries:-
y Approximately 75 % of first time customers remember a store¶s
entrance, which providesthe first andlast view ofthe store¶s
interior.
y A cluttered entryway causes shopper¶stoindefinitely postpone
entering a store, while an attractive, well designed entranceis
inviting to the customers.
Store Interiors:-
y Store inter ior is an importan telemen t of a s tore concept.
y

Theindustry,
product selection, price segment, customer group
and company vision formthe foundation ofthe concep

Elements:y Atmospheric:-
 Lights
 Music
 Color
 Fragrance
Space Allocation and Utilization: -
y Furniture and fixtures----
Goods can be effectively displayed on a variety of fixtures such as gondolas,
tables, cubes, mannequins, waterfalls and other racks, display cases and
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 sal es 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:-
y The number of each item or particular style of a product.
y Under one product how many sub -products company provides or
how many varieties company have for that product.
y Examples: To keep our inventory costs down, we have a shallow
product depth. This means we only stock 3 -6 SKUs of each
product we carry.
Private labels:-
y Pantaloons have their own in house brands in Apparel as well as different
sections some of them are:-
 Ho ne y
 Annabe lle
 Bare


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 enjoys7.5% discount with additional 5% on Fridays.
7 STARS: If the total purchase crosses Rs.40000 mark then they become7 star
customers and enjoys10 % discount with additional 5% on Fridays.
I took the response of 3 , 5 ,7 star customer in my questionnaire.


OBJECTIVES OF STUDY
This marketing research aims to study:
1.Consumer attitude towards Pantaloon and why people prefer visiting it over
other retail outlets.
2.How much the factors like the distance of the store from consumer¶s house
affect the decision of a customer choosing to visit Pantaloon.
3.Does the availability of goods and variety of goods attract customers towards
Pantaloon
4. Measure the extent to which customers find discount and other offers at
Pantaloon more exciting and attractive than those provided by other retail
outlets.
5.Check the brand loyalty of customers towards Pantaloon.
6.To measure the satisfaction level of overall shopping experience at Pantaloon.


RESEARCH METHODOLOGY
A descriptive research design has been followed for this marketing researchwhich highlights
both the qualitative and quantitative aspects of the identifiedproblem.
PRIMARY DATA
To collect primary data best way is to interact with people directly it can bethrough direct
interviews and questionnaires. Both these methods have used forcollection of primary data
SECONDARY DATA
Secondary data is collected from company websites and v arious Literaturereviews. As
Pantaloon is daily in news because of its expansion plans, so Ibenefited a lot from articles on
net.
SURVEY DESIGN/STUDY AREA
Random stratified sampling was chosen for research. Cross River Mall, Shahdarawas
selected as the study area and people from this area were selected for fillingup of
questionnaires and collecting responses due to convenience of location.
SAMPLING PLAN: Sampling plan for this research project is divided into
following four steps:
y Sample size: A sample size of100 respondents was chosen because of
time constraint. Though small sample size but it consists of varied type ofrespondents so as
to overcome any error at the time of generalization ofresult.
y Sample unit: Pantaloon store at Cross River Mall, Shahdara, Delhi was
chosen as sample unit. Survey was conducted in February - March 2010.
y Sample procedure:Due to time and various other constraints
convenience was restored. But efforts were made to check the accuracy of
responses.
y Contact method: Questionnaire method was used to establish direct
contact with respondents.

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