3.

1 TOPIC OVERVIEW
“A STUDY ON CONSUMER AWARENESS TOWARDS
PANTALOONS NAVSARI CITY”
3.1.1 INTRODUCTION
Consumer Awareness is the vital to avoid scams, Identity theft and overcharging. In the
modern economic age, When most business transactions are conducted Online or via
Electronic means, consumers must be especially diligent about practicing consumer
awareness protecting their identities and their resources against criminals who would exploit
them. Consumers should be vigilant and aware of potential  problems so they do not get
ripped off by con artists. Consumers can learn how to protect their privacy, analyze advertisements,
recognize scams and become a smart can buyer and home buyer using online and offline resources.

3.1.2 MEANING OF CONSUMER AWARENESS

In this age of capitalism and globalization, The main objective of each producer is To
maximize his profit. In each and every Possible way the producer are trying the Sale of their
products.

Therefore , In Increase the sale Of Their aim they forget the interests of the consumers and starts
exploiting them for example over charging under weighing ,selling of adulterated and poor quality
goods misleading the consumers by giving false adds. etc. Thus in order to save himself for being
cheated, it is necessary for a consumer to be aware. In this way, consumer awareness means
creating awareness of a consumer towards his rights and duties. Consumer awareness, which refers
to a buyers knowledge of a particular product or company, allows the buyer to get the most
from what he buys. Consumers know more about their choices when they have product
information and benefit from knowing their rights, hearing about alerts and warnings
and findings out about safety issues.
 LITERATURE REVIEW
1. [ CITATION Adh00 \l 16393 ] attempted to present the recent profile of consumer
cooperative movement in India. The consumer cooperative achieved a sales turnover of
Rs. 35 billion during the year 2014-2020, which is around 2.5 percent of the total retail
sales of the consumer goods in the country. Although the sales coverage is not very
significant, the very presence of the consumer cooperatives creates an impact in the
market to stabilize the prices and availability of consumer goods.

2. [ CITATION Ani12 \l 16393 ] studied the impact of a customer buying attitude on various
Brand in pantaloons . The growing competition among the retailers and the increased
customer dissatisfaction among customer are reasons for the Brand retailers strive to
know their customers. The different shopping patterns are owing to varied customer tastes
and environment

3. [ CITATION BRL06 \l 16393 ] studied that the retailers and manufacturers need to
develop symbiotic marketing system to match the needs of the targeted customers.
Everybody working for the industry must participate as much as they can in a total
corporate marketing environment, for maximizing the satisfaction level of consumers. The
emphasis should be on creating assured quality and the highest standards of service
jointly.

4. [ CITATION Che10 \l 16393 ] has studied the multiple discriminant analysis for the
various existing retail formats considering physical surroundings (ambience, store design
and visual merchandising), task definition (regular purchase, purchase in large quantities
and getting ideas / knowing new products), perceived risk (time, financial, and physical),
temporal aspects (time spent and convenient timing hours), and social interactions and
experiences have significant effect on supermarket and hypermarket store format choice
decisions.

5. [ CITATION Dee12 \l 16393 ]in there paper try to understand the improvement in retail
sector in India, especially the modern retail formats, its attribute, type of goods and impact
of consumers demography on choice of emerging retail format. The present research
 examines the emergence of modern retail formats in India. The major emphasizes of
the study is on consumers preferences of shopping goods and convenience goods from
modern pantaloons formats. The findings of the paper reveal that consumers prefer
modern retail formats due to quality, variety of brands, parking facility, trained sales
personnel and for security purpose. Consumers‟ prefer malls and specialty store to
purchase various shopping goods like clothing, Footwear and Jewellery more as compared
to convenience goods. The paper further explores that higher income consumers and
younger generation visit modern retail formats more as compared to older once with low
income.

6. [ CITATION DRD11 \l 16393 ] in their paper mentioned that consumer behaviour

signifies the totality of consumer’s decisions with respect to the acquisition, consumption
and disposition of goods, services, time and ideas by human decision making units.
Consumer behaviour involves decisions within retailing contexts or with retail phenomena
serving as boundary or framing conditions. Nevertheless, to say the importance of
understanding consumer behaviour has been more important to retailers than ever. They
stated that retail strategy satisfies consumer needs better than competitor’s strategies and
understanding consumer needs and buying behaviour is critical, for effective retail
decision-making as well as the subsequent development and implementation of retail
strategy. To woo the consumers, the retail industry must understand the behaviour of the
consumers. But understanding consumer behaviour is complex, as it is related to
psychology of consumers and also depends on various factors which have a direct bearing
on consumer behaviour towards pantaloons

7. [ CITATION DrK12 \l 16393 ] concluded that Indian retailing industry is significantly

contributing towards the GDP and employment generation on Pantaloons. Unorganized
retailing has a predominant chunk of retailing in India. Organized retailing has its growth
because of the propensity to consume behaviour of Indian middle class segment. But, this
was affected by the global financial meltdown. Despite of this retailing in India will have a
tremendous future, if retail players concentrate on Indian rural segment, having vast and
untapped potential. For this, the strategy should be different from that of urban to turn
challenge as an opportunity.

8. [ CITATION DrR12 \l 16393 ] studied the consumer behaviour with respect to various
brands in pantaloons on different City and concluded that consumer awareness about
pantaloons in low in Gujarat but Clothing market offers huge potential as penetration and
 per capita usage of Clothing products is low. However rising awareness and increase .
However Brand Image, Advertising and Product Attributes are considered the most
important factors for buying decisions in pantaloons segment.

9. [ CITATION DrS12 \l 16393 ] in his paper studied the potential for organized retailing in
India. He concluded that organized retailing can spread throughout India through correct
branding and promotion. However he also concludes that it is not an easy task because it
involves high investment and business risks. He notice the pantaloons doing good.

10. [ CITATION Jyo13 \l 16393 ] in her paper discussed that loyalty programs and loyalty
cards have become a regular feature in contemporary retailing. This trend has become
remarkably prominent with the arrival of the organised multi store chain based retailing
system. She also concluded that retailers across the industry have been widely using this
tool in their endeavour to develop long term customer loyalty. However, the disquieting
fact is that empirical data do not project a very optimistic picture on the success of these
reward schemes. In the absence of membership fees, the majority of these loyalty cards
can albeit find their way to customers’ wallet, but the litmus test of these membership
cards hinges not on the number of cards issued but on the frequency at which these cards
are swiped at the point-of-sale enthusiastically. The ubiquitous membership cards should
be a strategic instrument that supplements the firm’s overall initiative towards building
customer evangelists.

11. [ CITATION KAb11 \l 16393 ] in his paper studied the socio-psychological factors of
consumers and its impact on organized retailing. It has been found by him that factors like
culture, sub-culture, social class, reference group and family affect a lot on the purchase
making decision of the consumer. He concluded that retailers should consider all income
groups and family types while deciding product mix. As well as consumer’s beliefs and
caste systems should also be respected.

12. [ CITATION MCC07 \l 16393 ] studied various definitions of retailing, each with its own
core characteristics. In general, retailing is viewed as the business activity of selling goods
and services to the final consumer. Consumer is broadly defined and may include not only
private consumers but also industrial buyers and institutions such as hospital, churches and
government in all its forms. The main difference between retailing and small business
 therefore lies in the proviso that retailing involves selling more than 50% of the business
goods and services to the final consumers for personal or household consumption.

13. [ CITATION Mad00 \l 16393 ] brings out the critical issues for the survival and growth of
cooperatives as up gradation of managerial and operational system: building up strong
member loyalty by efficiently servicing their requirements, sustained efforts to build up
own resources and greater inter and intra-sectorial cohesion to make cooperatives a system
rather than merely a collection of institutions each working for its own. A strong and
dedicated membership base could prove to be valuable asset in a competitive market,
which is presently lacking in most cooperative institutions.

14. [ CITATION Mal02 \l 16393 ] describes that personal selling is an important promotional
method for all retailers. It accounts for a large percentage of the overall promotional
budget. The main reason behind this importance is that shopper’s perception of the
performance of sales staff tends to determine their satisfaction with the retailers and
purchaser experience.

15. [ CITATION Med09 \l 16393 ] focuses on the effects of three different strategic
orientations have on firm performance in the specific domain of pantaloons. Their results
show that market driving proved to be a strong predictor of performance in addition to
innovation acting as a mediator between strategic orientations in retailers and business
performance. Among the strategic orientations developed by retail firms, market driving
proved to be better both in its direct influence on performance.

16. [ CITATION Mon13 \l 16393 ] discussed in their paper that both modern and traditional
retailers will co-exist in India for some time to come, as both of them have their own
competitive advantages. The Local stores have a low- cost structure, location advantage,
and customer familiarity whereas organized retail offers a mixture of product width and
depth and a better shopping experience. Organized retailing is becoming a destination
shop .

17. [ CITATION Mri13 \l 16393 ] studied consumer behaviour towards organized retailing at
Ranchi and concluded that demographics play a major role in buying patterns and
marketers should make efficient strategies considering consumer needs and buying
patterns.

18. [ CITATION Nag13 \l 16393 ] in his paper has mentioned overall forecast from different
researches have stated that retail growth will grow 15 to 20 percent over the next five
 years, based on strong fundamentals of macroeconomic conditions of India and its
younger population rising disposable incomes and rapid urbanization. Key success factor
for foreign retail investors are the younger population of India’s who are under the age of
25, a huge potential market is waiting to explore and the internet accessibility is also a key
factor where from rural to urban city everyone has the easy access to the internet. As many
as 121 million Indians have internet access, and more than half of them access the web via
their mobile phones.

19. [ CITATION Nan13 \l 16393 ] has discussed in her paper that organized retail sector is
growing rapidly and consumers are shifting to shopping in organized retail stores Like
pantaloons. An understanding of shoppers’ behaviour will help the organized retailers to
serve the consumers in a better way, which is the key for success in their business.
Consumers always look for the benefits of shopping in an organized retail store over
the traditional retail outlets in terms of self- selection, variety, and also seek value
for the money they pay. This study is an attempt to examine the consumer shopping
behaviour of convenience goods in Coimbatore city. A majority of respondents having
started visiting the organized retail stores for purchasing convenience goods. Consumer
shopping behaviour’ gradually shifting its focus into these new formats of retailing, since
all products are available under one roof with door deliver facility which is more
convenient and attractive. Invariably consumers are willing to visit the stores and they like
to have the pleasure of knowing and choosing the brands. This research findings and
suggestions will be helpful to the organized retailers in Coimbatore city to plan,
implement and control their retail management strategies.

20. [ CITATION Nee08 \l 16393 ] defines the importance of technology in retail and explains
that effective retail store management depends on satisfied, motivated and loyal
employees who will be productive and will maintain assigned work schedules and develop
tenure with the firm. In order to attract and keep satisfied and productive employees,
retail store managers must know which dimension of the job are most important and most
satisfying the employees.

21. [ CITATION Nik05 \l 16393 ] analysed that customers tend to come to the stores with a
choice set. This set varies according to the extent of planning that the customer undertakes
before reaching the store. With more planning, this choice set narrows. While buying from
the traditional format stores, the customers carry lists. These lists, in many cases, mention
the brand name of the product. Generally, the retailer simply fetches the sought brands and
 collects them on the counter, ready for tallying and payment. In the very affluent families,
these patterns exhibit variations. Its observed that many times consumer himself does not
visit the store and ask their spouse or maid to make the purchase. In most cases a list is
given and therefore the choices are set.

22. [ CITATION Pan12 \l 16393 ] in their paper studied consumer buying behaviour towards
organized retailing as opposed to unorganized retailing and they concluded that
consumers prefer both options depending on the types of product.
There is no particular choice. Consumers shop variably depending on demographic and
geographic factors.

23. [ CITATION Par13 \l 16393 ] studied the consumer behaviour on consumer durables with
reference to Bijapur district and he found out that Consumer Behaviours are influenced by
a unique set of cultural, social, economic and psychological factors. These factors are
non-controllable by marketers but should be aware of these factors and take them into
account while forming their marketing strategies.

24. [ CITATION pas98 \l 16393 ] stated that consumers are attracted to malls because of the
presence of well-known anchors - department stores with recognized names. Anchors
generate mall traffic that indirectly increases the sales of lesser-known mall stores. Lesser-
known stores can free ride off of the reputations of better-known stores. Mall developers
internalize these externalities by offering rent subsidies to anchors and by charging rent
premiums to other mall tenants. The results of this article suggested that mall developers
are behaving rationally because they know that anchors attract customers to the mall and
increase the sales of other mall stores.

25. [ CITATION pra11 \l 16393 ] made a detailed study and concluded that shopper’s age,
gender, occupation, education, monthly household income, family size and distance
travelled to store have significant association with retail format choice decisions. The
findings from shoppers' psychographic dimensions like values, lifestyle factors and
shopping orientations resulted in segmentation of food and grocery retail consumers
into utilitarian, autonomous, conventional and socialization type.

26. [ CITATION RSu07 \l 16393 ] studied that the Indian retail business is undergoing
dramatic transformation. The retail sector is characterized by a high degree of
fragmentation with over 5 million outlets. Due to their small size, and unlike retailers in
developed countries, Indian retailers have very little bargaining power with the
manufacturers. In the emerging scenario, traditional formats of retailing now co-exist with
modern formats like supermarkets and non-store retailing channels, such as multi-level
marketing and teleshopping. The structure of India's retail sector has an enormous
influence on
marketing strategy and marketing activities of firms. The Indian retail sector has arrived at a very
critical stage. Stores in modern formats have emerged in the metropolitan cities, but the bulk of
the retail sales still take place through traditional retail formats.

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