Pantaloon PROJECT

SIKKIM MANIPAL INSTITUTE OF TECHNOLOGY
2013
Chapter I:
INTRODUCTION
PANTALOON RETAIL PRIVATE LIMITED
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1.1 OBJECTIVE OF THE TRAINING

This marketing research aims to study:
1. Consumer attitude towards Pantaloon and why people prefer visiting it over other
retail outlets.
2. How many the factors like the distance of the store from consumers house affect
the decision of a customer choosing to visit Pantaloons.
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.
To measure the satisfaction level of overall shopping experience at Pantaloon.
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1.2 INDUSTRY PROFILE- RETAIL India LTD.

Future Group is Indias leading business group that caters to the entire Indian
consumption space. Led by Mr. Kishore Biyani, the Future Group operates through six
verticals: operates through six verticals: Retail, Capital, Brands, Space, Media and
Logistics.
Apart from Pantaloon Retail, the groups presence in the retail space is complemented by
group companies, Indus League Clothing, which owns leading apparel brands like Indigo
Nation, Scullers and Urban Yoga, Galaxy Entertainment Limited that operates Bowling
Co, Sports Bar, F123 and Brew Bar.
The groups joint venture partners include French retailer ETAM group, US-based
stationary products retailer, Staples and UK-based Lee Cooper.
Group Company, Planet Retail, owns and operates the franchisee of international brands
like Marks & Spencer, Next, Debenhams and Guess in India. The groups Indian joint
venture partners include, Manipal Healthcare, Talwalkars, Blue Foods and Liberty
Shoes.
Future Capital Holdings, the groups financial arm, focuses on asset management and
consumer credit. It manages assets worth over $1.6 billion that are being invested in
developing retail real estate and consumer related brands and hotels. The group has
launched a consumer credit and financial supermarket format, Future Money and soon
plans to offer insurance products through a joint venture with Italian insurance major,
Generali.
The group is currently developing over 25 malls and consumption centers across the
country and has formed a joint venture company focusing on mall management with
Singapore-based CapitaLand, one of Asias largest property companies.
Future Groups vision is to, deliver Everything, Everywhere, Every time to Every Indian
Consumer in the most profitable manner. The group considers Indian-ness as a core
value and its corporate credo is Rewrite rules, Retain values.
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,
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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 companys 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, Top 10 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 EZone focused on catering to the consumer electronics segment.
The first Pantaloon was opened in Gariahat in 1997. 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 fresh 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.
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1.3 COMPANY PROFILE
Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail
formats in both the value and lifestyle segment of the Indian consumer marker.
Headquartered in Mumbai (Bombay), the company operates over 16 million square feet
of retail space, has over 1000 stores across 95 cities in India and employs over 35,000
people.
The companys 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 Indian bazaars with aspects of modern retail like choice,
convenience and quality and Central, a chain of seamless destination malls. Some of its
other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station,
aLL, Top 10, mBazaar and Star and Sitara. The company also operates an online portal,
futurebazaar.com.
large-format home solutions store, Collection i.e. selling home furniture products and EZone focused on catering to the consumer electronics segment.
Pantaloon Retail is the flagship company of Future Group, a business group catering to
the entire Indian consumption space
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RETAILING IN INDIA
Comments: It has been analysis that the Indian Retailing Market had developed a lot
since the year 1992. It has also been predicted that the Retail Market position of India
will further develop a lot and will cross the 500 billion dollar mark within short period of
time
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i.
2013
Background and inception of the company
'FRESH FASHION'- An idea that has captured the imagination of young India is the tag
line of Pantaloons. With a focus on the youth of today, Pantaloons offers trendy and hip
fashion that defines the hopes and aspirations of this demography.
Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion
is followed internationally. All Pantaloons stores reflect the new ideology -- Fresh
Feeling, Fresh Attitude, And Fresh Fashion. The stores offer fresh collections and are
visually stimulating thanks to appealing interiors and attractive product displays!
The first Pantaloons was opened in Gariahat in 1997. 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 fresh fashion.
Today, the fashion store extends to almost all the major cities across the country.
Pantaloons has 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,
watches and sunglasses, footwear, handbags, perfumes, cosmetics and fashion
accessories. The store has now gone for the online shopping portal, the portal helps the
customers to shop online as well as locate the nearest store.
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ii.
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Nature of Business
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 merchandise. Retailing process is the final step
in the distribution of merchandise. The corner grocery store, which was the only choice
available to the consumer, is now giving way to international formats of retailing. There
had been 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 formats like malls, supermarkets, discount stores, department
stores and traditional looks of bookstores, chemist shops, and furnishing stores.
The traditional food and grocery segment has seen the emergence of supermarkets or
grocery chains (Food World, Big Bazaar, Apna Bazaar, Vishal Mega Mart, Spencers,
and Pantaloon), convenience stores (HP Speed mart) and fast-food chains (McDonalds,
Dominos, Pizza Hut, Kfc, Papa Johns 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 95 cities in India and employs over 35,000 people, and as of 2012, it was the
country's largest listed retailer by market capitalization and revenue.
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iii.
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Vision, Mission and Objective
Companys vision:
Future Group shall deliver Everything, Everywhere, Every time for Every
Indian Consumer in the most profitable manner.
Companys Mission:
We shall infuse Indian brands with confidence and renewed ambition. We shall be
efficient, cost- conscious and committed to quality in whatever we do. We shall ensure
that our positive attitude, sincerity, humility and united determination shall be the driving
force to make us successful.
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iv.Products / Services Profile
Passion for Retail is why we are here.

At Pantaloon, Empowerment is what you acquire and Freedom at Work is what you get.
We believe our most valuable assets are our People. Young in spirit, adventurous in
action, with an average age of 27 years, our skilled & qualified professionals work in an
environment where change is the only constant.
Powered by the desire to create path-breaking practices and held together by values, work
in this people intensive industry is driven by softer issues. In our world, making a
difference to Customers lives is a Passion and performance is the key that makes it
possible. Out of the Box thinking has become a way of life at Pantaloon and living with
the change, a habit.
Leadership is a value that is followed by all at Pantaloon. Leadership is the quality that
motivates us to never stop learning, stretching to reach the next challenge, knowing that
we will be rewarded along the way. In the quest of creating an Indian model of retailing,
Pantaloon has taken initiatives to launch many retail formats that have come to serve as a
benchmark in the industry. Believing in leadership has given us the optimism to change
and be successful at it. We do not predict the future, but create it.
At Pantaloon you will get an opportunity to handle multiple responsibilities, and therein,
the grooming to play a larger role in the future. Work is a unique mix of preserving our
core Indian values and yet providing customers with a service, on par with international
standards.
At Pantaloon, you will work with some of the brightest people from different spheres of
industry. We believe its a place where you can live your dreams and pursue a career that
reflects your skills and passions.
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PARTNER COMPANIES OF PANTALOONS
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Achievement / Awards
2008 Future Capital Holdings becomes the second group company to make a
successful Initial Public Offering in the Indian capital markets. Big Bazar crosses
the 100 store mark, marking one of the fastest ever expansion of a hypermarket
format anywhere in the world.
2009 - The companys 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 Indian bazaars 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, Top 10 and Star and Sitara.
2010 - Big Bazar will cross the 150 store mark, marking one of the fastest ever
expansion of a hypermarket format anywhere in the world. Total operational retail
space crosses 16 million square feet mark and has over 1000 stores across 73
cities in India and employs over 30,000 people.
2011 - Big Bazaar opened its first store in Himachal Pradesh on 21st May 2011.
Future Innoversity introduced MBA in Supply chain Management. Future Group
entered elite gourmet retailing with the launch of its first gourmet food chain
Foodhall in Mumbai on 26th May 2011.
2012 - On 1st May 2012, the company introduced a new retail initiative Public
Holiday Sale. Foodhall the premium lifestyle food destination launched its second
store in Bengaluru on 4th May 2012. Pantaloons became the first retailer to
introduce a reality hunt as it set out on a countrywide search for their next Fresh
Face. Future Group started Aadhaar Franchise. Pantaloons joined hands with
PAYBACK . Being India's largest and one of the strongest loyalty programs in
Europe, PAYBACK offers were made available to all Pantaloons customers
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Chapter II:
ORGANISATIONAL STRUCTURE
&
VARIOUS DEPARTMENTS
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2.1 ORGANISATIONAL CHART
MANAGEMENT HIERARCHY IN THE RETAIL OUTLET

Store Manager
Asst. Store Manager
Department Manager
Asst. Department Manager
Team Leader
Team Member
Team Member Trainee
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BOARD OF DIRECTORS
MANAGING DIRECTOR:
Mr. Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited
and the Group Chief Executive Officer of Future Group.
WHOLE TIME DIRECTOR:

Mr. Gopikishan Biyani is a commerce graduate and has more than twenty years
of experience in the textile business.
Mr. Rakesh Biyani is a commerce graduate and has been actively involved in
category management; retail stores operations, IT and exports.
NON- WHOLE TIME DIRECTOR:

Mr. Ved Prakash Arya.
INDEPENDENT DIRECTORS:
Mr. Shailesh Haribhakti.
Dr. D O Koshy.
Ms. Anju Poddar.
Ms. Bala Deshpande.
Mr. Anil Harish.
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PANTALOONS ADMINISTRATION
Mr. Kishore Biyani, Managing Director

Mr. Gopikishan Biyani, (Whole time Director)
Mr. Rakesh Biyani, (Whole time Director)
Mr. Ved Prakash Arya, (Director)
Mr. Shailesh Haribhakti, (Independent Director )
Shri Shailesh Haribhakti, ,( Internal Auditor)
Mr. S Doreswamy,( Independent Director)

Dr. D O Koshy, (Independent Director )
Ms. Anju Poddar, (Independent Director )
Ms. Bala Deshpande, (Independent Director )
Mr. Anil Harish, (Independent Director)
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2.2 BRIEF DESCRIPTION ON THE VARIOUS DEPARTMENT OF

PANTALOONS
I. After Sales Service Dept.
Customer service is the provision of service to customers before, during and after a
purchase. The importance of customer service may vary by product or service, industry
and customer. The perception of success of such interactions will be dependent on
employees "who can adjust themselves to the personality of the guest. Customer support
is a range of customer services to assist customers in making cost effective and correct
use of a product. It includes assistance in planning, installation, training, trouble shooting,
maintenance, upgrading, and disposal of a product.
Pantaloons have maintained its trust over customer by providing an effective after sales
services as well as providing enormous post sale services over years.
II. Finance and Accounts

The role of the finance department being an important part for management, a Central
Finance Department at Pantaloons came into existence ever since the operation of the
retail. The finance and accounts dept. of Pantaloons is sub divided into three parts having
finance dept. separately and accounts dept. separately and also the internal ISO Audit
dept. They look after all the financial activities of the company. In the course of
expansion of Pantaloons with establishment of constituent branches at different locations,
the separate Finance Department became necessary with decentralization of authorities
and delegation of role and responsibilities.
The finance dept. is headed by the CFO of the companies finance dept. along with.
Accounts and Taxation team
The CFO is an overall in-charge and head of the Finance Department whereas the
Finance controller and manager each of the Regional Finance Department. Besides, the
accountants of different levels with varying experiences
III. Commercial
The job of the commercial dept. is to look after the supply chain, logistics and
administration. Provides products stock to the prospective outlets and inventories.
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IV. Information Technology (IT Dept.)

Information technology (IT) is the application of computers and telecommunications
equipment to store, retrieve, transmit and manipulate data, often in the context of a
business or other enterprise.
Several industries are associated with information technology, such as computer
hardware, software, electronics, semiconductors, internet, telecom equipment, ecommerce and computer services. Pantaloons is also using this software to provide better
services to its customers.IT services help retails to segmenting, targeting and positioning.
Using this dept. it has covered a large mass of market. The mission is to provide
excellence in information technology solutions and services that will facilitate the vision,
objective and goals of the Pantaloons. The Information System (IS) Department has
operational, strategic and fiscal responsibility for the innovation, implementation and
advancement of technology in the Pantaloons and its constituent units.
V. Human Resource Department (HRD)

Human resources Department aims at making Pantaloons to be one of the most preferred
employers of the country through innovative HR practices. The department supports the
Companies for Internal Capacity building through rigorous talent search, transparent
career progressions, regular functional and administrative trainings, initiatives for
technological advancement, encouragement for Research and Development.
The Human Resource Department fosters an amicable working environment through
transparent policies, proactive grievance handling mechanisms, participative management
and other employee welfare activities. The Human Resource Dept. is responsible for
many varied functions including employment, safety, training, wage and salary
administration and research and development. The Head of the HR Dept. is associated
with top management and helps it in the formulation of Human Resources policies for the
Company.
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VI. Marketing
E-commerce: Pantaloons website Futurebazaar.com has revolutionized the e-commerce
business in India. It offers a wide range of products at affordable prices.
Pantaloons India has brought a whole new revolution when it comes to pricing strategies,
which is evident through the success of its Big Bazaar and Food Bazaar outlets The
company operates over 12 million square feet of retail space, has over 1000 stores across
71 cities in India and 65 rural cities with taking over Aadhar. It plans to take up floor
space of 30 million square feet by 2011.It has plans to open over 3000 new stores by
2010. It is targeting the Tier-2 and 3 cities which have a huge unleashed potential.
They use magazines, newspapers, television, radios, hoardings, internet etc. for
promoting the brand. They have joint ventures and alliances with many companies to
promote the brand.
Seasonal Discounts, Sales Discounts during Festivals are offered to attract consumers. At
the senior management level, the group hired high profile executives from reputed
organizations like Goldman Sachs , Coca-Cola India, PRIL also tied up with a few
management schools to create a management talent pool for the lower levels.
Best Employers in India (Rank 14th) in the Hewitt Best Employers 2007 survey..
At the senior management level, the group hired high profile executives from reputed
organizations like Goldman Sachs , Coca-Cola India, PRIL also tied up with a few
management schools to create a management talent pool for the lower levels.
Best Employers in India (Rank 14th) in the Hewitt Best Employers 2007 survey.
The company follows a multi-format retail strategy that captures almost the entire
consumption basket of Indian customers.
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CHAPTER III-
METHODOLOGY
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3.1 RESEARCH METHODOLOGY

A descriptive research design has been followed for this marketing research which
highlights both the qualitative and quantitative aspects of the identified problem.
3.2 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
3.3 SECONDARY DATA

Secondary data is collected from company websites and various Literature reviews. As
Pantaloon is daily in news because of its expansion plans, so I benefited a lot from
articles on net.
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3.4 SURVEY DESIGN/STUDY AREA

Random sampling was chosen for research. South City Mall, Kolkata 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.
3.5 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: Pantaloon store at South City Mall, Kolkata, was chosen as sample
unit. Survey was conducted in May- June 2013.
Sampling procedure: Due to time and various other constraints convenience was
restored. But efforts were made to check the accuracy of responses. Face to face
interaction process is adopted during data collection
Contact method: Questionnaire method was used to establish direct contact with
respondents.
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3.6 SCOPE OF STUDY

This research will help Pantaloon to identify their competitors in Kolkata and above all
the areas in which they can have an edge on them.
1. 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.
2. 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.
3. Very general attributes of customers like visits per month, importance given to
attributes like ambience, parking also become clear.
3.7 LIMITATIONS
This project report suffers from following limitations:
1. Questionnaires were filled in evenings, when most of the people are in hurry and
they might not have responded truly to all the questions.
2. Our research is limited to only one store of Pantaloon at Kolkata and sample size is
of 100 respondents so errors may crop in while generalizing the results.
3. 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.
4. Most of the retail outlets mentioned in our questionnaire may or may not be visited
by respondents; this affected their response to various questions.
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3.8 ANALYSIS OF DATA

Table No.1: Consumers buy APPARELS from.
Valid
15
Valid
Percentage
15
Cumulative
Percentage
15
80
80
80
95
100
100
100
100
Frequency
Percentage
1. Nearby Retail
15
2. Pantaloons
3. Any Others
Total
Figure No.1: Customers preference of purchasing garments.
Comment: This pie chart shows that 80% 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
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Table No.2: How often Customers visit Pantaloons per Month.

Valid
Cumulative
Percentage
Percentage
84
84
84
10
10
10
94
3. 6-9 Times
99
4. More than 9 Times
100
100
100
100
Valid
Frequency
Percentage
1. 1-3 Times
84
2. 4-5 Times
Total
Figure No.2: Frequency of Customers visits per month.
Comment: This chart shows that around 84% 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.
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Table No.3: Does customers visits Pantaloons due to various Brands.
Valid
Valid
Cumulative
Percentage
Percentage
90
90
90
10
10
10
100
100
100
100
Frequency
Percentage
1. Yes
90
2. No
Total
Figure No.3: Response of customers for several brands.
Comment: This bar diagram clearly shows that 90% of respondents visiting Pantaloons
are satisfied with the variety of products available at Pantaloons remaining 10% of
respondents dont feel that Pantaloons provides variety of products. Majority of
respondents was satisfied with the variety of Apparels and other products.
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Table No.4: Is the Price at Pantaloons low.
Valid
Valid
Cumulative
Percentage
Percentage
70
70
70
30
30
30
100
100
100
100
Frequency
Percentage
1. Yes
70
2. No
Total
Figure No.4: Customers response for low price of products.
Comment: 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.
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Table No.5: Does the customers visit Pantaloons for convenience location of the store.
Valid
Valid
Cumulative
Percentage
Percentage
90
90
90
10
10
10
100
100
100
100
Frequency
Percentage
1. Yes
90
2. No
Total
Figure No.5: Customers response for convenience location of store.
Comment: This bar graph makes it evidently clear that 90% of respondents visit
Pantaloon because its location is convenient to them. Only 10% of respondents say that
its location is not convenient to them as it is situated far from their home.
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Table No.6: Customers satisfied by the services provided by Pantaloons?
85
Valid
Percentage
85
Cumulative
Percentage
85
90
3. Can't say
94
4. Dissatisfied
99
5. Very Dissatisfied
100
100
100
100
Valid
Frequency
Percentage
1. Very Satisfied
85
2. Satisfied
Total
Figure No.6: Customers response on Pantaloons service.
Comment: 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.
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Table No.7: Does Pantaloon give better discount/offers than other retail outlets?
Valid
Valid
Cumulative
Percentage
Percentage
65
65
65
35
35
35
100
100
100
100
Frequency
Percentage
1. Yes
65
2. No
Total
Figure No.7: Customers response on Pantaloons offer/discount.
Comments: This pie chart clearly shows that 65% of respondents are satisfied with the
discount or offers provided by Pantaloon. Remaining 35% of respondents dont find
Pantaloons discount attractive, they find it at par with other retail outlets.
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Table No.8: Rate your satisfaction level of shopping at Pantaloon at 5-point scale.
85
Valid
Percentage
85
Cumulative
Percentage
85
10
10
10
95
3. Can't say
98
4. Dissatisfied
99
5. Very Dissatisfied
100
100
100
100
Valid
Frequency
Percentage
1. Very Satisfied
85
2. Satisfied
Total
Figure No.8: Customers rating on Pantaloons for satisfaction level.
Comment: 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 1% was dissatisfied as they demand more staff during sales, more sitting area,
more variety and sizes of product; staff should be more trained and some demanded book
corner as well.
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Table No.9: Do you feel shopping at Pantaloon is value for money?
35
Valid
Percentage
35
Cumulative
Percentage
35
45
45
45
80
3. Can't say
15
15
15
95
4. Disagree
99
5. Strongly disagree
100
100
100
100
Valid
Frequency
Percentage
1. Strongly agree
35
2. Agree
Total
Figure No.9: Customers feedback for value of money at Pantaloons.
Comment: This question was so structured so that to find whether respondents really feel
that Pantaloon offers them low prices or not. 80% of respondents replied positively to this
question by saying that they find shopping at Pantaloon value for money i.e. they have to
pay less at Pantaloon as compared to other retail outlets.
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Table No.10: Do you think Pantaloons is a complete retail outlet?
Valid
85
Valid
Percentage
85
Cumulative
Percentage
85
15
15
15
100
100
100
100
Frequency
Percentage
1. Yes
85
2. No
Total
Figure No.10: Customers response on Pantaloons being complete retail outlet.
Comment: This pie chart 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.
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Table No.11: How many times have you seen Pantaloon overcrowded?
Valid
1. Rarely
Frequency Percentage Valid Percentage Cumulative Percentage

86
86
86
86
2. Frequently
10
10
10
96
3. Never
100
100
100
100
Total
Figure No.11: Frequency of overcrowding at Pantaloons.
Comment: 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.
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Table No.12: How much satisfied are you with the Parking space of Pantaloons?
70
Valid
Percentage
70
Cumulative
Percentage
70
15
15
15
85
3. Can't say
90
4. Dissatisfied
10
10
10
100
Total
100
100
100
Valid
Frequency
Percentage
1. Very Satisfied
70
2. Satisfied
Figure No.12: Satisfaction level of customers for parking space of Pantaloons.
Comment: This pie chart clearly shows that majority of respondents are satisfied with the
parking space provided by Pantaloons. As such Pantaloon didnt have much of its own
parking space but since it is located in Mall which have ample parking place so they
didnt find any problem in parking their vehicles. One more reason that this problem
wasnt 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.
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CHAPTER IV-
CONCLUSION
&
RECOMMENDATION
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2013
4.1 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 Vishal mega mart and big bazaar.
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.
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4.2 SWOT ANALYSIS

STRENGTH
o 15 years of experience in garment retailing with most popular brands.
o The most prominent location on 150ft. Ring Road with an attractive fascade (front
elevation).
o A very wide display area with shop-in-shop concept helps to enhance each and every
brand.
o Professionally trained staff to serve the customers.
o Occassionally visited by the consultants from Mumbai for staff training and guidance.
WEAKNESS
o The public perception about high price for high quality shall become an obstacle to
increase the customer base.
o Lack of brand awareness among the lower middle class consumers and other
surrounding regions.
OPPORTUNITIES
o The increasing base of the customers preferring brands and their increasing
importance for increasing the standard of living.
o Entry of newer brands which are looking for bulk customer hunt in the small towns
- According to some of the magazines
o Increasing market in small towns looking for good brands.only shopping juncture
offering a number of brands at one place.
o Its innovative customer service ending up to customer awareness and preference.
THREATS
The emergence and inception of shopping malls like PANTALOONS and entries of
great brands in one shop stop business.
He already established shops which offer only some brands are also a competing
threatful factor which make a share in their total brand market share.
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4.3 FINDINGS
This research helped us identify following problems where Pantaloon has an immense
scope of improvement:
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 Pantaloons

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 more staff and billing counter during sales to handle the huge no. of
customers.
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4.4 RECOMMENDATION
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:
1) Pantaloon needs to improve so that it can accommodate more kinds of products and
also provide space for children coming with their parents to play and have fun so that
for them visiting Pantaloon becomes exciting.
2) 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,
jewelry, cosmetics and more varieties in watches. More varieties in sizes in jeans,
Shirts.
3) Sitting area should be there for children and old people, so that they can sit while
other family members doing shopping.
4) 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.
5) If possible more attractive discount and offers should be given in order to attract more
customers.
6) Staff should be trained properly to assist people and to make them understand the
benefits of green card membership, it will strengthen Customer loyalty.
7) Other Recommendations include introduction of a Book corner for the book lovers
and making shopping more joyful.
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4.5 FUTURE GROWTH PROSPECTS
OTHER VENTURES OF PRIL
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 companys value retail business, led by its format divisions, Big Bazaar and Food
Bazaar. The company operates 120 Big Bazaar stores, 170 Food Bazaar stores, among
other formats, in over 70 cities across the country, covering an operational retail space of
over 6 million square feet. As a focussed entity driving the growth of the group's value
retail business, Future Value Retail Limited continues to deliver more value to its
customers, supply partners, stakeholders and communities across the country and shape
the growth of modern retail in India.
large-format home solutions store, Collection-i, selling home furniture products and
eZone, focused on catering to the consumer electronics segment.
The store offers various famous External Brands as well as a lot of Private Brands. 80%
of the revenue is generated by the Private Brands, this shows that Pantaloons has
established its brands as stand alone. Now Pantaloons is even considering of opening
individual stores for the famous Private Brands.
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.
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4.6 LEARNING EXPERIENCE
My entire learning at Pantaloons Retail India Ltd. was very good as I could gain vital
knowledge and experience which can be utilized to a great extent in my future
professional career.
My project was based on A study on Consumer Behavior towards Pantaloons Kolkata
under Marketing Department of Pantaloons Retail PVT. Ltd. Throughout the entire
training procedure of ten weeks, I had a rich learning experience in areas of Marketing
like Salesmanship, Customer Relationship Management. Customer Behavior.
Above all it was a great motivation for me to see the amount of effort that each individual
employee would put towards the betterment of the company.
Followings are the knowledge gain by me at the company:
Sound knowledge of Sales.

Knowledge of how organization works.
Knowledge about Behavior of customers.
Knowledge about Efficient Utilizations of time.
Basic knowledge about Salesmanship.
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4.7 REFERENCES/BIBLIOGRAPHY
PRIMARY
Direct talk with

The store Manager of Pantaloons Store Kolkata
The sales personnel at Pantaloons Store Kolkata
The customers at Pantaloons Store Kolkata
SECONDARY
http://pantaloon.futurebazaar.com/indexPantaloon.jsp
http://www.pantaloonretail.in/index.asp
http://www.sebi.gov.in/dp/pantaloon.pdf
Page 43

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SIKKIM MANIPAL INSTITUTE OF TECHNOLOGY

PANTALOON RETAIL PRIVATE LIMITED

SIKKIM MANIPAL INSTITUTE OF TECHNOLOGY

1.1 OBJECTIVE OF THE TRAINING

5. Check the brand loyalty of customers towards Pantaloon.

To measure the satisfaction level of overall shopping experience at Pantaloon.

PANTALOON RETAIL PRIVATE LIMITED

SIKKIM MANIPAL INSTITUTE OF TECHNOLOGY

1.2 INDUSTRY PROFILE- RETAIL India LTD.

SIKKIM MANIPAL INSTITUTE OF TECHNOLOGY

PANTALOON RETAIL PRIVATE LIMITED

SIKKIM MANIPAL INSTITUTE OF TECHNOLOGY

1.3 COMPANY PROFILE

PANTALOON RETAIL PRIVATE LIMITED

SIKKIM MANIPAL INSTITUTE OF TECHNOLOGY

PANTALOON RETAIL PRIVATE LIMITED

SIKKIM MANIPAL INSTITUTE OF TECHNOLOGY

Background and inception of the company

PANTALOON RETAIL PRIVATE LIMITED

SIKKIM MANIPAL INSTITUTE OF TECHNOLOGY

PANTALOON RETAIL PRIVATE LIMITED

SIKKIM MANIPAL INSTITUTE OF TECHNOLOGY

Vision, Mission and Objective

PANTALOON RETAIL PRIVATE LIMITED

SIKKIM MANIPAL INSTITUTE OF TECHNOLOGY

iv.Products / Services Profile

Passion for Retail is why we are here.

PANTALOON RETAIL PRIVATE LIMITED

SIKKIM MANIPAL INSTITUTE OF TECHNOLOGY

PARTNER COMPANIES OF PANTALOONS

PANTALOON RETAIL PRIVATE LIMITED

SIKKIM MANIPAL INSTITUTE OF TECHNOLOGY

2009 - The companys leading formats include Pantaloons, a chain of fashion

PANTALOON RETAIL PRIVATE LIMITED

SIKKIM MANIPAL INSTITUTE OF TECHNOLOGY

PANTALOON RETAIL PRIVATE LIMITED

SIKKIM MANIPAL INSTITUTE OF TECHNOLOGY

2.1 ORGANISATIONAL CHART

MANAGEMENT HIERARCHY IN THE RETAIL OUTLET

Asst. Store Manager

Asst. Department Manager

Team Member Trainee

PANTALOON RETAIL PRIVATE LIMITED

SIKKIM MANIPAL INSTITUTE OF TECHNOLOGY

WHOLE TIME DIRECTOR:

NON- WHOLE TIME DIRECTOR:

PANTALOON RETAIL PRIVATE LIMITED

SIKKIM MANIPAL INSTITUTE OF TECHNOLOGY

Mr. Kishore Biyani, Managing Director

Shri Shailesh Haribhakti, ,( Internal Auditor)

Mr. S Doreswamy,( Independent Director)

PANTALOON RETAIL PRIVATE LIMITED

SIKKIM MANIPAL INSTITUTE OF TECHNOLOGY

2.2 BRIEF DESCRIPTION ON THE VARIOUS DEPARTMENT OF

II. Finance and Accounts

SIKKIM MANIPAL INSTITUTE OF TECHNOLOGY

IV. Information Technology (IT Dept.)

V. Human Resource Department (HRD)

PANTALOON RETAIL PRIVATE LIMITED