IN LOVE WITH

LIFE IN LOVE WITH

FASHION
DECLARATION

I, DIPANKAR DAS, hereby declare that the project work entitled “Analysis Of
Customer Buying Behavior, Floor Display Options & Retail Store
Operations For Pantaloons” is submitted by me for the partial fulfilment of
Master Of Business Administration in NSHM KNOWLEDGE CAMPUS ,
DURGAPUR.
This report is exclusively prepared by me and has not been submitted to any
other institutions or published anywhere before.

PLACE- DIPANKAR DAS

DATE: Roll No:27300921009
Registration No:212730700910050
MBA, 3rd SEMESTER
 EXECUTIVE SUMMARY

I have undergone a training program in Aditya Birla Fashion And Retail Ltd, I where I have been

assigned a project related “CUSTOMER BUYING BEHAVIOUR, FLOOR DISPLAY

OPTIONS & RETAIL SORE OPERATIONS”. My project title was “Analysis of Customer

Buying Behavior, Floor Display Options & Retail Store Operations For pantaloons,. This entire

training throughout the internship period integral part for me to gain practical knowledge in my

specialization area and to gain some work experience.

A structured questionnaire was used to obtain required information and to assess the customer

behavior level and to find the ways through which the company can come up to the expectation

of customer. I have used random sampling for my survey. Care was taken that the respondents

were is diversified as possible. A sample of 70 respondents was taken from midnapore . I

collected data and analyzed them. I have critically analyzed each and every question in the

questionnaire and then given the managerial implication. This analyzed data was later converted

into bar diagrams for convenience. This also made it easy to draw a conclusion based research

and provide a presentable format for the report. Later on the information were compiled to form

a presentable report. Along with this I also learnt the store operation of pantaloons. A better

strategy must be in all area like promotional offer/ scheme, product pricing, customer behavior,

employee behavior, billing process, product assortment, product quality in terms of RATER. It is

found in the research that customers are price sensitive hence pantaloons should give those offers

which can facilitate more money saving as the customers are price sensitive. Once the

conservative would abolish, definitely the retail will grow with leap and bound, ultimately it

would benefit pantaloons. I also did my research on the buying behavior of the customers where

I prepared a questionnaire and get it filled by the different customers who came to visit store.
 TABLE OF CONTENTS

Sl. No. Topic Page No

1 Introduction 7-16

2 Company Profile 17-30

3 Objective 31

4 Review of Literature 32-34

5 Research Methodology 35-39

6 Basic Floor Operation And 38-43

Display Options
7 Finding 44

8 Limitations 45

9 Conclusions 46

10 Recommendations 47

11 Reference 48
 INTROUDUCTION

Aditya Birla Fashion and Retail Ltd.(formerly known as pantaloons),is a largest Indian retailer,

which is part of the Aditya Birla Group….,of Dr. Santrupt Misra.

A pantaloons was previously controlled by the Future Group, but has now been taken over by

Aditya Birla Group.

Pantaloons, the newly acquired business by the Aditya Birla Group, one of india’s leading

multination conglomerates, is a powerhouse of fresh fashion and innovation. While weaving its

magic across life style segment, pantaloons caters to the discerning and trendy Indian consumer.

Pantaloons apparels spell comfort and elegance, combined with a “freshness’’ that is unpparelled.

The styles cover a gamut of ready – to-wear western and Indian apparel for men, women and

kids in addition to accessories and exotic fragrance with a strong national presence in 250

exclusive stores, pantaloons houses over 100 prestigious brands that have something fresh for

everyone.

The first pantaloons was opened was opened in 1997. Over the years, it has undergone several

transition. 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.
Apparel, Clothing & Garments Industry Overview

The Global Textile Industry, particularly the Apparel Industry has seen remarkable

changes in the past few years. The Garment Manufacturing Industry and the Garment

Companies in developed countries are now always on a lookout for cheap source of

garment production. The days are gone when textile garment industry was concentrated

in the consumption hubs of US, EU and other developed countries of the world. The

clothing wholesale supply is increasing worldwide in all the sectors of the industry,

whether it be men’s clothing, women’s clothing, kids wear or infant wear. The

elimination of global export quotas has led to a shift towards low cost countries having

strong and established Clothing Industry especially the Asian countries.

Major Trends in Apparel and Clothing

● Global garment exports are valued at more than US$310 billion a year, of which the

world's top 15 clothing exporters account for more than 80%.

● China continues to develop its textile and clothing exports despite the re-imposition of

quotas by the United States, Europe and some other developing countries till December

2008 as a temporary safeguard measure on exports from China. The gain is due to the

strategy of China to divert its clothing wholesale destinations from US and EU to other

Asian countries.

● Developing countries in Asia continue expanding their Textile Garment Industry due to

their very-low-cost production. Apart from China, the true gainers of the post-quota

period are India, Bangladesh, Cambodia and Vietnam.

● India is the second most preferred country after China for textile and apparel sourcing. Its

Apparel industry is likely to achieve an export target of US$ 25 billion by 2010-11. The

rise of exports in India is due to several factors like vast sources of raw materials, low

labor costs, entrepreneurship and design skills of Indian traders, changes in the policies to

open up Indian economy to the outside world etc.

● Bangladesh has emerged as a key player in RMG sector (Ready Made Garment Industry).

76% of its total textile and clothing export earnings comes from the apparel industry. The

chief factor behind this is abundant and cheap labor force available here.

● Turkey and Brazil are the emerging markets for investment by apparel manufacturers and

traders.

● One of the main beneficiaries of the textile and clothing exports dose drop in US imports

From China is Vietnam. In the first quarter of 2008, sales of Vietnamese apparel and
 Dresses in the US market were up by over 30%.

● Cambodia's garment industry is continuing to attract new investors and increase its

garment exports. This is due to EU and US restraints on China and also because of its

positive 'sweat-shop free' reputation on labor standards. It is the ninth largest supplier to

the American market. Its garments exports to the EU are also rising.

Clothing Sector- Future Strategy

Internationally speaking, the Textile Garment Industry is concentrated in the hands of

large retail firms who look for few vendors with bulk orders and thus opt for vertically

integrated companies. Hence, there is a need for integrating the operations from spinning

to apparel making by the sourcing countries in order to gain advantage from the changed

scenario. Both, the trade skills and soft skills, viz., design capabilities, textile technology,

management and negotiating skills will also be significant determinants.

To conclude, it can be said that in future, the factors that will affect the rise or fall of the

Clothing Industry of sourcing countries include lab our standards, tariff preferences,

access to materials and supplies, political and economic stability among others. With the

increase in demand for performance apparel, the sectors like Industrial Clothing and

Sports Wear will experience growth and due to the increased fashion consciousness

globally, fashion clothing will also see an upward trend.

Industry Insight – Indian Retail Industry:

The retail sector in India is witnessing a huge revamping exercise as traditional markets

make way for new formats such as departmental stores, hypermarkets, supermarkets and

Specialty stores. Western-style malls have begun appearing in metros and second-rung

Cities alike introducing the Indian consumer to a shopping experience like never before.
Growth in organized retail

In sharp contrast to the global retail sector, retailing in India – though large in terms of size –

is highly fragmented and unorganized. With close to 12 million retail outlets India has the

largest retail density in the world.

However, most of these retail outlets belong to the unorganized sector. The inability of the

unorganized sector to offer a wide range of products along with artificially inflated costs due

to various factors have presented opportunities for growth in the organized retail sector

migration from unorganized to organized retail has been visible with economic development

in most economies. The Indian retail industry is evolving in line with changing customer

aspirations across product groups, with modern formats of retailing emerging. Organized

retail derives its advantages in generating operational efficiencies while simultaneously

catering to rising consumer aspirations.

Size drives economies on procurement, and lowers logistics and marketing costs while

delivering better value to customers in terms of lower price, better quality, greater selection,

improved service and in store ambience.

 ‘GUEST’.... For dealing customers in Pantaloons:

GREETING: - Walking into a retail store can seem like a foreign experience for some

customers. Finding their way around your shop or looking for an employee to answer questions can

be intimidating. Rather than hunting down a worker, some prospects might simply leave without

talking to anyone or making a purchase. Grabbing sales from these potential customers can be

successful if you train your staff to greet people upon entering your establishment and to be

available for the duration of the visit to your store.

UNDERSTAND: - Customer needs are defined as the influential factors that trigger them to

buy your product or service. In order to identify customer needs, it is important to understand the

reasons behind their decision making. In order to understand customer needs better, it’s very

important to know who your customer are.

EXPLAIN: - A product description is copy on a product page that explains why someone

should buy this product. It describes an item and provides customers with all the necessary

information. A weak product description will scare away even impulse buyers, not to mention

picky shoppers. But if you know how to describe your product, you increase the chance of

attracting your target customers that will fall in love with your store.

SUGGEST: - Suggestions provide a platform for improving customer relations and for

increasing your business. However, it is vitally important to approach the customer in a way that

she will not fell pressured by the suggestion. The customer should not fell that the suggestion to

consider a different good or service is a thinly veiled sales pitch.

THANK YOU: - Thank you for your purchase from Pantaloons. Please let us know if we can
do anything else to help!
HIERARCHY OF PANTALOONS:
CEO

OPERATIONAL HEAD

ZONAL HEAD

REGIONAL MANAGER

STORE MANAGER

ASSISTANT STORE MANAGER

DEPARTMENT MANAGER

SENIOR SALES EXECUTIVE/ TEAM LEADER

SALES PERSONNNEL
DEPARTMENT & THEIR PRODUCTS UNDER PANTALOONS:

MEN'S WOMEN

KIDS
» MEN’S SECTION - On the first floor of the store is heart and soul designated area where the

store Offers men’s dresses in a large variety, divided into various sections such as,

FORMAL WEARS

CASUAL WEAR

MISC ZONE

1.) FORMAL WEAR- It includes all types of formal wears of both private level and external

brands products like Shirts, Trousers etc. Brands are included like-

PETER ENGLAND

JOHN MILLER

TURTLE

ALLEN SOLLY

BYFORD
2.) CASUAL WEAR: - It offers a variety range of casual wears that matches with the style of

modern world. Available brands such as-

BYFORD

URBAN RANGER

FLYING MACHINE

MOUSTACHE

3.) MISC. ZONE –It is the zone where sports wears, sports gears (i.e wrist bands, ankle band etc.)

For sports section:-

AJILE

» WOMEN’S SECTION- On the ground floor of the store is heart and soul designated place

where the store Offers women’s dresses in a large variety, divided into various sections such as,

WESTERN WEARS

ETHNIC WEAR

MISC ZONE

1).ETHNIC WEAR- In this segment of dresses the store offers a variety and large collection of

traditional dresses as on the 21st century. In this section the customers can find dresses like

ANARKALI, Salwar, Churidar etc. It includes brands like-

AURELIA

W
 RANGMANCH

AKKRITI

2.) WESTERN WEAR: - It is the section where the highest variety of dresses are available. In this

segment customers are offered with modern, trendy dresses, It includes brands like-

KRAUS

DREAMZ

BARE DENIM

ANNABELLY

HONEY

3.) MISC. ZONE: - In this section the accessories offered to the customers. It combines both In-

House and external products. It includes brands like-

JEWELZ

WOW

» KID’S SECTION- In this section the great range of kids wear is offered. It has got a collection of

boys and girls both from the products of both In-House and External brands. It includes the brands

like-

DOODLE (girls)

INFANTS (boy & girls)

ZERO (baby)

PANTALOONS (junior & baby)

 COMPANY PROFILE:

Aditya Birla Fashion and Retail Limited (ABFRL) is an Indian fashion retail company

headquartered in Mumbai. ABFRL has a network of 3031+ stores with a presence across

approximately 25,000 multi-brand outlets with 6,500+ point of sales in department stores across

India. ABFRL was previously known as Pantaloons Fashion & Retail Limited prior to its

acquisition by the Aditya Birla Group.

Madura Garments was established in 1988, acquired by the Aditya Birla Group in 1999 and was

re-christened Madura Fashion & Lifestyle in 2010. MFL brands includes Louis Philippe, Van

Heusen, Allen Solly and Peter England.

In 2013, Aditya Birla Nuvo Limited (ABNL) (ABNL) took over Pantaloons. In May 2015, ABFRL

came into form after the consolidation of the apparel businesses of the Aditya Birla Group,

consisting of ABNL's Madura Fashion division and ABNL's subsidiaries- Pantaloons Fashion and

Retail Ltd (PFRL acquired in 2013) and Madura Fashion & Lifestyle (MFL established in 1988) in

May 2015. Post the consolidation, PFRL was renamed Aditya Birla Fashion and Retail Ltd.

The Collective, India's first and largest multi-retail brand for international brands, was launched in

2008. In 2016, ABFRL struck a deal with a global luxury brand Ted Baker and also signed a MOU

With Forever 21 for India Business.

In 2017, ABFRL brought Simon Carter to India. In the same year, ABFRL entered into a strategic

alliance with American Eagle.

In 2019, ABFRL launched a chain of large format value fashion stores, named Style Up. Style Up

typically operates large format stores, sized between 6,000 and 8,000 sq. ft, selling ethnic and

western apparel and accessories for men, women and children.

In 2021, ABFRL announced a strategic partnership with India's largest design brand 'Sabyasachi'

by signing a definitive agreement for acquiring 51% stake in 'Sabyasachi' brand. This partnership

will add significant weight to ABFRL's growing ethnic wear portfolio, and the platform will

complement the brand on its journey to becoming a global luxury house out of India.

In 2021, ABFRL acquired a 34% stake in Tarun Tahiliani's luxury business with an option to

increase this shareholding to 51 percent in the next few years.

ABFRL also entered into partnership with Tahiliani to form a new entity that will develop and

launch affordable premium ethnic wear and accessories. ABFRL will hold an 80 percent stake in

this new brand.

In June 2021, Jaypore, part of Aditya Birla Fashion and Retail Limited, entered into menswear

category.

In January 2022, ABFRL has acquired 51% stake at Masaba Gupta's brand House of Masaba

Lifestyle for Indian rupees 90 crores.

As on 31 March 2020, ABFRL has a network of 3,031 brand stores across the country. It is present

across 25,000 multi-brand outlets and 6,514 SIS across departmental stores across India. ABFRL

portfolio includes several brands such as Louis Philippe, Van Heusen, Allen Solly and Peter

England established for over 25 years. Pantaloons brands caters to men, women and children with

a mix of private labels and licensed brands in apparel and accessories.

ABFRL holds online and offline rights to the India network of California-based fast

fashion brand Forever 21. Its International Brands portfolio includes The Collective and select

mono-brands such as Simon Carter, Hackett London, Ted Baker, Ralph Lauren, American Eagle,

and Fred Perry.

 FUTURE GROUP

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India’s leading
business houses with multiple businesses spanning across the consumption space. While retail
forms the core business activity of Future Group, group subsidiaries are present in consumer
finance, capital, insurance, leisure and entertainment, brand development, retail real estate
development, retail media and logistics.

Pantaloons Retail (India) Limited (PRIL) is the flagship company of Future Group, a business
group catering to the entire Indian consumption space.

PRIL is India’s leading retailer that operates multiple retail formats catering to the needs of both
the value and lifestyle segment of the Indian consumer market. The company which started its
operations from Kolkata is now headquartered in Mumbai (Bombay), India’s commercial capital.
 Pantaloons Fashion & Retail Ltd.

Pantaloons, previously controlled by the Future Group, has been recently taken over by Aditya

Birla Fashion and Retail Limited, a US $4 billion premium diversified conglomerate and India's

largest manufacturer of linen fabric. Pantaloons offer multiple accessories and clothing brands

across a spectrum of categories for men, women and kids. The company provides an incredible

and complete one-stop shopping experience to its buyers through its vast collection of more than

100 prestigious brands for the discerning fashionista. Pantaloons, Headquartered in Mumbai

(Bombay), the company operates over 2.2 million square feet of retail space with a presence

across 47 cities through 100 aesthetically designed large format stores and 26 factory outlets,

displays a range of classy and trendy merchandise that truly lives up to Pantaloons’ maxim of

‘fresh fashion’. A typical Pantaloons store comprises a brand portfolio that runs across a gamut

of styles that spell class. The collection includes ready-to-wear western and ethnic apparel for

men, women and kids, complemented by an exhaustive range of accessories. The variety of

products and brands has helped propel Pantaloons to become one of the best clothing brands in

India.

Spotlighting today's buoyant youth, Pantaloons, India's premium lifestyle apparel company
offers chic and trendy fashion to meet the youth's ever-changing needs. A pantaloons reflects the

ideology of keeping alive the 'newness factor' through fashion apparel and accessories that are

visually appealing and fashionably upbeat.

The first Pantaloons store was launched amidst much fanfare in Gariahat, Kolkata in 1997. Over

the years, the brand has undergone an evolution process to bring to life compelling trends and

styles catering to every fashion needs across women, men and kids. Currently we are a chain of

100+ fashion stores across 43 cities. Since its inception, Pantaloons progressed from retailing

just a mix of brands to its very own popular private labels as well, designed by the in-house

Design Studio. With a sharp focus on bringing the latest in fashion, the Design Studio combines

its prowess in design and aesthetics to present styles that keep the consumer fashionably dressed

each season. Initially positioned as a store catering to the fashion needs of the entire family,

Pantaloons has transitioned to a fashion and lifestyle brand with an emphasis on youth and a

focus on designs that are inherently in sync with current fashion trends. This compelling

combination has helped Pantaloons retain its place on the style radar of every consumer's

wardrobe.

A typical Pantaloons store is spread across a sprawling retail space of about 18,000 sq. ft., with a

brand portfolio that runs across a wide gamut of styles that spell class. Pantaloons stores have an

abundance of choices across categories that range from western to Indian wear, formal to party

wear and active wear for men, women and kids. To further add to the customer's innumerable

choices that reflect style, attitude, and comfort, Pantaloons has extended its horizons to fashion

accessories like fragrances, footwear, handbags, watches, sunglasses and much more.

With a vast collection of more than a 100 prestigious brands for the discerning fashionista,

Pantaloons offers an incredible and complete one-stop shopping experience to its buyers
With a chain of 100 fashion stores and 25 factory outlets across 47 cities and towns, Pantaloons

is constantly extending its foot-prints into the rest of modern India. Pantaloons which was

previously controlled by the Future Group was taken over by Aditya Birla Nuvo Limited

['ABNL'] in July 2012. ABNL is a part of the prestigious Aditya Birla Group, a $40 billion

Indian multinational, operating in 36 countries across the globe with over 120,000 employees.

The Aditya Birla Group ranks high in the League of Fortune 500 Corporations of the world with

a strong mix of talented and capable personnel comprising 42 different nationalities, who are

credited with anchoring the organization and scripting one brilliant success story after another.

With its overwhelming repertoire of lifestyle apparel brands, Pantaloons is focused on growth

while continuing to create fresh fashion. Pantaloons are recognized by its warm personalized

service that completes the core proposition of this trendy chain. With all these advancements,

Pantaloons is one of the fastest growing apparel companies. And is poised to grow bigger and

better.

Recently Pantaloons launches Store

● Pantaloons launch its Eighty nine stores.in siliguri- Bardhaman road

● Pantaloons launch its ninty store in Dk road – NorthLakhimpur

● Pantaloons launch its ninty one store in Brahampur

● Pantaloons launch its ninty two store in samastipur

 Retail store operations

• Scope · Retail is clearly the sector that is poised to show the highest growth in the

next five years. · The present size of the organized retailing sector is approximately

3% and is expected to grow to 25- 30% by the year 2012. · There are about 300 new

malls, 1500 supermarkets and 325 departmental stores currently under construction.

· Entry of global retail giants such as Wal-Mart, Tesco, Germany's Metro AG in

Indian retail markets. Leading Indian Retailers Future Group: Big Bazaar, Pantaloon,

Central, Food Bazaar, Home Town Raheja’s Group: Shopper’s Stop, Hypercity,

Globus, Reliance Group: Reliance Fresh, Reliance Trendz, Reliance Mart, Reliance

Digital Tata Group: Westside, Star Bazaar, Croma

• A glimpse of the International Retail One of the world's largest industries 47 global fortune companies & 25

of Asia's top 200 companies are retailers Dominated by developed countries US, EU & Japan constitute

80% of world retail sales. Biggest player in India is Kishore Biyani’s Future Group. Key Trends The

existing players like Big Bazaar, Shoppers' Stop, Piramyd are expanding to smaller towns and cities. Many

other business houses are planning to enter the retail sector either on their own or through partnerships. New

entrants like Reliance Retail Ltd and Wal-Mart are also expanding their business. Even rural areas will

provide a huge opportunity to be explored. Easy entry · Education and Training: 12th pass with basic

knowledge in retail preferred · Salary Median—INR 4000 to 5000 per month Newspaper want ads and

career sites on the Internet often list openings for retail sales executives. Employers prefer 12th pass

students for entry level positions. For jobs in specialty stores employers may prefer to hire executives 30 | P

a g e Diploma In Retails Management A.N College, Patna. with some experience or trained students. Given

the high turnover rate in the retail industry, sales employees can sometimes be promoted to supervisor
 within a year. Employment Outlook · Retail store entry-level sales executives serve customers, sell

products, are into cashiering, stock movements, and other entry-level store activities in retail establishments.

· Sales executives are employed by general and discount department stores and by specialty stores such as

furniture, book, and music stores. · In smaller establishments sales executives may cover the entire sales

floor during their shift. · In large department stores the sales executives generally cover a single department

such as men’s department or ladies department. · Sales executives typically report to store supervisors. They

also handle customer queries. Sometimes they are entrusted with stock keeping responsibilities. · In big

department stores they may be responsible for organizing the merchandise on store shelves, and to make

sure everything is in stock, and achieves the sales goals for their departments. · Sales executives in specialty

stores may need specialized knowledge. For instance, an executive 31 | P a g e Diploma In Retails

Management A.N College, Patna. employed in an electronics supply store should know a good deal about

electronic goods. Advancement Possibilities · Some retail store executives become store supervisors. ·

Those who work for chain stores may be promoted to administrative jobs in the company's headquarters. ·

As retail operations expand, companies will hire more employees at entry level. · Most openings will occur

as experienced workers transfer to other occupations or leave their jobs. Earnings and Benefits · Earnings

for retail store sales executives are reasonable to begin with and vary widely with location, individual

experience, and the responsibilities of the job. · They are also provided with various incentive schemes, and

perks on achieving monthly as well as yearly target.

• Retail store entry-level sales executives serve customers, sell products, are into cashiering, stock

movements, and other entry-level store activities in retail establishments. · Sales executives are

employed by general and discount department stores and by specialty stores such as furniture,

book, and music stores. · In smaller establishments sales executives may cover the entire sales

floor during their shift. · In large department stores the sales executives generally cover a single

department such as men’s department or ladies department. · Sales executives typically report to

store supervisors. They also handle customer queries. Sometimes they are entrusted with stock
keeping responsibilities. · In big department stores they may be responsible for organizing the

merchandise on store shelves, and to make sure everything is in stock, and achieves the sales goals

for their departments. · Sales executives in specialty stores may need specialized knowledge. For

instance, an executive 31 | P a g e Diploma In Retails Management A.N College, Patna. employed

in an electronics supply store should know a good deal about electronic goods. Advancement

Possibilities · Some retail store executives become store supervisors. · Those who work for chain

stores may be promoted to administrative jobs in the company's headquarters. · As retail operations

expand, companies will hire more employees at entry level. · Most openings will occur as

experienced workers transfer to other occupations or leave their jobs. Earnings and Benefits ·

Earnings for retail store sales executives are reasonable to begin with and vary widely with

location, individual experience, and the responsibilities of the job. · They are also provided with

various incentive schemes, and perks on achieving monthly as well as yearly target. The most

important of all this is the store operations which is the heart and soul of this industry. In store

operations they say “Retail is detail”. Retail operations offer exciting and challenging career

opportunities. It offers profit and loss handling activities and the experience of managing people

early in your career .

Chief Executive Officer

Mr. Sangeeta Pendurkar, 51 years, has a Bachelor’s degree in Pharmaceutical Sciences from

University of Mumbai in 1986 and a Master’s degree in Master Of Business Administration

(Marketing) from the University of pune In 1988. Her marketing expertise in three industries

financial services, packaged goods and pharmaceuticals. Over the twenty years of her career,

sangeeta has worked across many fields, including distribution, sales and marketing. She started

her career with Hindustan ciba-geigy in 1988. Which is now known by name Novartis India Lmt.

She also has worked as the chief marketing officer of middle-east at the Hongkong and shanghai

banking corporation Limited. Currently, she is the MD of Kellog india private Limited. She is

also the CEO of pantaloons and jaypore, at Aditya Birla Fashion and Retail Limited (ABFRL).

CORE VALUES:

● Confidence in ourselves.

● To be a leader, both in thought, business and in innovation.

● Respect every individual and be humble in our Conduct.

 ● Leading to purposeful thinking.

● To be open and receptive to new ideas, knowledge and information.

● To build long term relationships.

● Simplicity and positively in our thought, business and ideas.

● To be flexible and adaptable, to meet challenges.

Pantaloons in House Brands

● Rangmanch.

● Akkriti.

● Annabelle.

● Honey.

● Bare Denim.

● Ajile.

● Byford.

● People.

● SF Jeans co.

● Urban Ranger.

● Indus Route.

● Infants (Boy & Girl).

● Zero (baby).
 ● Pantaloons (jounier & baby).

Non Pantaloons Brands

● Aurelia.
● Doodle.

● Flying Machine.

● John Miller.

● Kraus.

● W.

● Moustache.

● Peter England.

● Spykar.

● Turtle.

● Van Heusen.

● Jockey.

● Allen Solly.

CUSTUMER RELATIONSHIP MANAGEMENT AT PANTALOONS

• WHY CRM?

Customer relationship management (CRM) refers to building one-to-one

relationships with customers that can drive value for the firm. This manuscript

discusses proven CRM strategies that companies can use as means of effective

customer management (CM).

 ● Want to focus both on acquisition & Retention.
● To convert daily footfalls into loyal customers.
● Extraordinary service and customer satisfaction.
● Increase customer share.

CRM AT PANTALOONS:
• Pantaloons are following Customer Loyalty Program.
• CRM is practiced through the “GREEN CARD” program (GC).
• Green Card loyalty program contributes approx. 75% in profitability of Pantaloons across
country.
• Pantaloons maintain a customer database of 41 lakh across India.
• Software used is the ‘Capillary’.

PANTALOONS INSIGNIA PREMIUM ANNUAL MEMBERSHIP PROGRAM:

INITIAL STEPS:

• Informing the Customer about the loyalty program

• To become a insignia premium annual member
-Filling of form

• While filling the form various customer details like

-Name

-Address

-Date of Birth

-Phone No.

-e-mail id

-Income
 -Relationship Status etc.

Are collected to form the customer database.

SPECIAL BENEFITS ON MEMBERSHIP:

Get yours before everyone else dose.

• 1st Access to sale.

• Free paper bags.
• 90 days exchange policy.
• Extra 10% discount
And many more initial benefits are provided by pantaloons stores for retaining the
customer.
 Objectives of Study:

This marketing research aims to study:

1 Consumer attitude towards pantaloons and why people prefer visiting it over 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 pantaloons.

3 Does the availability of goods and variety of goods attract customers towards pantaloons.

4 Measure the extent to which customers find discount and other offers at pantaloons more

exciting and attractive than those provided by other retail outlets.

5 Check the brand loyalty of customer towards pantaloons.

6 To measure the satisfaction level of overall shopping experience at pantaloons.

OUR VISION:
CLEAR, LEGIBLE, CONSISTENT MERCHANDISING TheTHROUGHOUT THE
CHAIN OF PANTALOONS Thestrengthening of the brand image, In order
tosatisfaction of our customers, optimise the retail space in compliance with visual
display guidelines. This will enable the company to jointly develop a professional
Merchandising In harmony withapproach structured around: On the basis of acurrent
collections and trends, survey of our customers buying behaviours, ‟ Standard Operating
Process of Pantaloons for Visual Merchandising These processes have been defined:
Basics of merchandise Presentation: Types of merchandise display technique: Hanging
Products 46 | P a g e Diploma In Retails Management A.N College, Patna. that need full
frontal view, have special embroidery , print on front or back or product that require to
show the shape, fit & fall of the garment. Ideal for Fashion merchandise. These can be
Frontals or Side-Outs. Stacking Packed products like formal Shirts that don t need details
of shape, fit & fall ‟ should be stacked. Done for Core merchandise. S – Hook Denims are
usually hung using S hooks as it gives the rough and casual look that compliments the
product. Rolled cargos are rolled at times to give them a utilitarian attitude. Limp material
core merchandise is styled in this fashion.
OUR MISSION:

To deliver superior value to our customers, shareholders, employees and society at large.

OUR VALUES:

INTEGRITY: Honesty in every action acting and taking decisions in a manner that is fair, honest,
and following the highest standards of professionalism. Integrity for us means not only financial and
intellectual integrity, but in all other forms as are commonly understood.

COMMITMENT: Deliver on the promise on the foundation of integrity, doing whatever it takes to
deliver value to all stakeholders. In the process, taking ownership of our team and that part of the
organization that we are responsible for.

PASSION: Energised action a missionary zeal arising out of emotional engagement with the
organization that makes work joyful and inspires each one to give our best. Relentless pursuit of goals
and objectives with the highest level of energy and enthusiasm, that is voluntary and spontaneous.

SEAMLESSNESS: Boundaryless in letter and spirit thinking and working together across functional
silos, hierarchies, business and geographies. Leveraging the available diversity to garner synergy
benefits and promote openness through sharing and collaborative efforts.

SPEED: One step ahead always responding to internal and of urgency. Continuously seeking to crash
timelines and choosing the right rhythm to optimize organization efficiencies.

Core values :

Indianans: Confidence in over selves.

Leadership: To be a leader, both in thought and business.

Respect & Humility: To respect every individual and be humble in our conduct.
Introspection: Leading to purposeful thinking.

Openness: To be open and receptive to new ideas, knowledge and information.

Valuing and Nurturing Relationships: To build long term relationships.

Simplicity & Positivity: Simplicity and positivity in our thought, business and action.

Flow: To respect and understand the universal laws of nature.

SWOT ANALYSIS:

SWOT analysis this store-

Strength:-

● Most of the customer are from middle class& have average income capacity.

● Pantaloons has most reputed brand.

● The store is located in the middle point of the city.

Weakness:

● The outlets of competitive brands and present in the same mall.

● Sunglasses & shoes section are not in this store.

● High ranges of products are not in the capacity of low income people.

Opportunities:

● Hang out space of the mall helps a lot.

● Removing The Products Which Are Not Selling Much.

● Catalogs.
Threats:

● Nearby outlet like vishal megamart, reliance trends gives permanent discount which

increase footfall in those stores. Local people are not aware of the brand & mostly they

are from low income people.

● Many Stores Have To Open.

 OBJECTIVES OF STUDY

The objective of summer training is to ensure that I as a management student develop in real life

for handling the specific project and also to develop all roundness in various management

activities related to the area of my specialization. This training give me a substantial corporate

exposure and also serves as a useful to of interaction with the corporate sector.

The project has been derived from the field of ‘Marketing’ and is entitled as “Buying Behavior/

Need Analysis & Generation of prospective customer list for pantaloons product in Midnapore’’.

The main idea behind this project is.

To get an overall view of the product sale, promotion and problem faced by pantaloons products.

To make a knowledge about the market strategy of pantaloons in Midnapore.

To understand the concept of value retailing followed by pantaloons retail india ltd.

To understand the concept of lifestyle retailing by the company.

 LITERATURE REVIEW
WHAT IS THE MEANING OF MARKETING?

“Marketing is the management process responsible for identifying anticipating and

satisfying customer requirments”.
Marketing is a management process an effectiveness communication through which goods and services
move from concept to the customer and companies create value for customers and build a strong customer
relationship in order to capture value from customers in return and also identified and satisfying customer
requirements profitably. It includes the coordination of four elements call the 4P’s of marketing.
1. Identification, selection and development of a PRODUCT.

2. Determination of its PRICE.

3. Selection of a distribution channel to reach the customer’s PLACE.

4. Development and implementation of a PROMOTIONAL strategy.

PROMOTION STRATEGY:
Promotion is an attempt by marketers to inform, persuade, or remind consumers and B2B users

to influence their opinion or elicit a response. Most firms use some form of promotion. Because

company goals vary widely, so do promotional strategies. The goal is to stimulate action from

the people or organizations of a target market. In a profit-oriented firm, the desired action is for

the consumer to buy the promoted item.

PROMOTION MIX:
The combination of traditional advertising, personal selling, sales promotion, public relations,

social media, and e-commerce used to promote a product is called the promotional mix. Each

firm creates a unique promotional mix for each product.

Traditional Advertising: Any paid form of non-personal promotion by an identified sponsor

that is delivered through traditional media channels.

 Personal Selling: A face-to-face presentation to a prospective buyer.

Sales Promotion: Marketing activities (other than personal selling, traditional advertising, public
relations, social media, and e-commerce) that stimulate consumer buying, including coupons and samples,
displays, shows and exhibitions, demonstrations, and other types of selling efforts.

Public Relations: The linking of organizational goals with key aspects of the public interest and the
development lobbying, publicity, special events, internal publications, and media such as a company’s
internal television channel.

Social Media: The use of social media platforms such as Facebook, Twitter, Instagram, and various
blogs to generate “buzz” about a product or company. The skills and knowledge needed of programs
designed to earn public understanding and acceptance.

E-Commerce: The use of a company’s website to generate sales through online ordering,
information, interactive components such as games, and other elements of the website.

RETAIL MARKETING

Retail is the sale of goods and services from businesses to an end user (called a customer). Retail
marketing is the process by which retailers promote awareness and interest of their goods and services in
an effort to generate sales from their consumers. There are many different approaches and strategies
retailers can use to market their goods and services.

Retail marketing primarily undertakes following activities:

1. Identify the customer and understand his needs.

2. Store the needed merchandise or goods.

3. Attractive presentation of goods for easy identification and convenience.

4. Provide necessary comfort in purchase i.e., location, price, service etc.

WHAT IS MARKETING MIX?

The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or
product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place.
The marketing mix increasingly includes several other Ps like Packaging, Positioning, People and even
Politics as vital mix elements.

MARKETING MIX OF PANTALOONS:

Marketing Mix of Pantaloons analyses the brand/company which covers 4Ps (Product, Price, Place,
Promotion) and explains the pantaloons marketing strategy.

Product:
The group offers a variety of products to its customers. It starts with a clear product plan, a vision and a
canvas that explains how customer and market forces
shape the product’s direction. Fashion: The group offers a variety of options in fashion for; Men’s,
Women’s, Kid’s its brands includes Bare Denim, Louis Philippe San Frisco Jeans, J.M sports, Alto
Moda, Peter England, By Ford for Men. Honey, Aakriti, W, Bare Leisure, Zink, Rang manch for Women.
Poppers, Chirpie pie, Bare Kids for Kid.

Price:
Pantaloons has always to strike a good balance between profitability and value pricing of its products.
Since major target audiences for pantaloons comprises middle class homemakers, value for money and
competitive pricing is the strategy adopted. This in conjunction with multiple offers, sales, special
discounts, and season offs etc. make purchasing from Pantaloons lucrative.

Place:
Pantaloons strategy of correctly identifying areas which have high potential development and growing
purchasing power and invests in real estate for the opening of their retail stores. These are usually areas
high in population and traffic movement. Their Express format has an area of roughly 68000 square feet;
their supermarkets usually have an area of 40-45000 square feet while the super centers have up to 1 lakh
square feet. Big Bazaar currently has 100+ stores spread across 34 cities.

• promotion -Generally company uses magazines, newspapers, television, hoardings,

internet, etc.. for promoting the brand. They have joint ventures and alliances with
many companies such as BOROSIL, Wild craft bags to promote the brand. Seasonal
discounts, sales discounts during festivals are offered to attract the customers
 RESEARCH METHODOLOGY:

Research Methodology ill common parlance refers to a search for knowledge. One can also

define also research as a scientific and systematic research for pertinent information a specific

topic. Research is an art of systematic investigation. Some people consider research as a

movement, a movement to the known to the unknown.

Need For Study:-

The study aims to understand the major factors influencing the buying behaviors and analysis of

the prospective customer’s for pantaloons products. This study will given insights to the

marketer that would help the markets to understand the consumer segment and increase the

buying pattern and general satisfaction level of this target group.

This help the marketing people to arrive at meaningful way to promote pantaloons.

According to Clifford Woody:-

“Research comprises defining and redefining problems, formulating hypothesis or suggested

solution, collecting, organizing and evaluating data, marking deductions mil reaching conclusion,

and at last carefully testing the conclusion to determine whether they fit the formulating

hypothesis.’’

Marketing research is defined as a systematic gathering and analysis of the data concern with an

objective. The whole activity is divided into variable part and after compilation of that we reach

at certain finding, which enable us to marketing decision. It involves the diagnosis of

information needed and the selection of the relevant and inter- related variables.
Research objective:-

1. To study the buying pattern of people towards consumer goods.

2 To determine the major factors influencing the buying decision process of the target
group.
3To set out some basic marketing implications for the marketers to cater to different needs of
the targets group.

4 To have some insights on the relationship between marketing stimuli and youth
response.

5. To serve as guideline for further research in this area.

Information Required:-

1 What is the profile of customer in Midnapore with respect to products and services they
purchase and place they visit?

2 On what products and services do they spend most?

3 What are the sources of information for purchase of products?

4 How much do they spend?

5 How do they spend ?

6 What are the basic factors influencing their buying decision process?
RESEARCH DESIGN:-

1. Aim of study:-

The study aims to understand the major factor influencing the buying behavior and
analysis the prospective customer’s for pantaloons products.

2. Purpose of study:-

This study is being made for training (Topic given –‘’analysis of Customer buying
behavior/ Floor Display Option & Retail Store Operations, for pantaloons products’’).

3. Place of study:-

Midnapore.

4.Data collection :-

▪ . A research has been carried out on consumers by the researcher in Vijayawada.

The research methodology includes two sources of data. They are:
▪ 1. Primary data.
▪ 2. Secondary data
Primary data
Primary data is the first hand information. For this project work the primary
data is collected through structured questionnaires from the prospective consumers of
the Pantaloons fashion & retail limited.
Secondary data
Secondary data is the second hand information which is already published in
books and magazines. For this project work the data is obtained from various web
sites, journals, company magazines and internet

5. Sample Design:-

I have taken the sample designee of 70.

T-test is based on t- distribution and is considered an appropriate test for judging the
significance of a sample mean.
Chi-square is an important non – parametric test and as such no rigid assumptions are
necessary in respect of the type of population.
6. Data Analyzed:-

Data will be analyzed through survey which is going to be held in some part of Midnapore.

7. Report Writing:-

Report is going to be prepared in case of descriptive and diagnostic research studies, where
descriptive research studies are those studies which are concerned with describing the
characteristics of particular individual, or of a group, whereas diagnostic research studies
determine the frequency with which something occurs or its association with something else.
The studies concerning whether certain variable are associated are of diagnostic research
studies. As against this, studies concerned with specific predictions, with narration of fact and
characteristics concerning individual, group or situation are all example of descriptive
research studies.

Research Plan:-

Research Approach:- SURVEY METHOD.

Primary Source:-
Primary data consists of original information gathered for specific purpose. The primary data
is collected through questionnaire. The questionnaire is through common instrument
collecting primary collection. I collected that through from different small eating joints.

Research Instrument:-

The research instrument used for collecting the primary data where the questionnaire.

Questionnaire:-

The questionnaire was carefully developed tested and debugged before they were

administered on a large scale. Each question contributed to the research objective here

questionnaire is structured types means there are concrete, definite and predetermined

questions.
 The questions are presented are exactly same wording and in the same an order to all
respondents. The questionnaire had a mix type of open ended, and multiple choice questions.
The question were limited in numbers simple direct and unbiased technology was adopted.

DATA SOURCE:-

Primary:-

The data was collected through questionnaire comprising of 20 questions.

Secondary:-

The data was collected through.

Data collection Instrument:-

⮚ Questionnaire

Sampling Procedure:-

1 Sample Unit : Customer visited shopping Mall.

2 Sample size : 70 Respondents

Sampling Method : Random sampling Method.

 BASIC FLOOR OPERATIONS

SPACER: -
It is the gap measurement tool by which, the gap between all the hangers those are hanged
in the browser to be maintained. The spacing should always be maintained by the Spacer. It
is the way to keep the browser neat and tidy or to make it more attractive for the customers
to browse the products.
When the proper space is being maintained between two hangers, an arm of a browser can
accommodate 12 hangers. Colors should go from Light in front to Dark at the back.•
Ensure same style/ price merchandise are placed together• It Is mandatory to do Size Wise
display For Example-XS/S/M/L/XL/XXL Guidelines for hanger alignment: Basic
principles of hanger alignment and placement Direction of hangers For easy access the
direction of Hangers should be Question Marked. For 2-arm, 4-arm, 2 units-2 arm,
waterfall, straight arm, I-browser the hangers should be placed in the Question Mark
direction. Uniform hanger balance -Hangers should not be tilting 47 | P a g e Diploma In
Retails Management A.N College, Patna. towards any side and should be parallel to the
ground. Uniform hanger placement -The hangers should be equally spaced. Uniform
Direction of hanger -All the hanger heads should be aligned to one direction.
Limitations2 numbers of I-browser (hangers face each other), C- browsers
(hangers face inside the ring), H nH browser (hangers face each other).I was
asked to check the alignment of the hangers, viz., I had to check whether the
hangers were placed in the right direction, whether the hangers were of the
same size and if any problems found to fix it up immediately. No more than 1
to 2 inch of space should be ideally kept between two stacks. The spacing
between the stacks should be equal and the stacked shelf or table should look
Merchandise is placed with smallersymmetric. size on top and the bigger size
at the bottom. All the folds should beSpacing and Placement neat with the
price tag hanging out only from the All the size sticker should betop
merchandise. on the same side.

SOME BASIC DISPLAY OPTIONS OF PANTALOONS:

FOUR WAY BROWSER TWO WAY BROWSER

GANDOLA

PYRAMID
NESTING TABLE

DISPLAY

Peg hook

HANGRAIL
 ELECTRONIC ARTICLE SURVEILLIANCE

Electronic article surveillance (EAS) is a technological method for preventing shoplifting

from retail stores, pilferage of books from libraries or removal of properties from office
buildings. Special tags are fixed to merchandise or books. These tags are removed or
deactivated by the clerks when the item is properly bought or checked out. At the exits of
the store, a detection system sounds an alarm or otherwise alerts the staff when it senses
active tags. Some stores also have detection systems at the entrance to the bathrooms that
sound an alarm if someone tries to take unpaid merchandise with them into the bathroom.
For high-value goods that are to be manipulated by the patrons, wired alarm clips may be
used instead of tags.
There are mainly three types of tags are used in retail industry and

in Pantaloons also. They are as follows.

PENCIL TAGS (HARD TAG) UFO TAGS(HARD TAG)

MAGNETIC STRIP(SOFT TAGS)

With help of this EAS system pantaloons has already prevented number of SHOPLIFTING cases for last
few years. In th time of internship it is noticed that Reliance Trends has caught only 2-3shoplifters by
having more than 25,000 footfalls.
Pencil and UFO Tags are clip-set kind of tag. These tags are tagged into the lower portion,
hip portion (mainly in trousers, pant, jeans, churidars etc.) of few garments. For the
shoplifters it is just impossible to remove the tags without taking the help of tag-removal
equipment (TAG REMOVER). Tags are placed in such a manner, if the tag is not removed
 properly from the garment, it can cause harm to the garment. These tags are recyclable, that
means unless and until it becomes defective, it can be used.

Whereas, Soft Tags are magnetic-wired tags. These are used

mainly to keep secure the packet products (e.g. Bed sheets,
Comforters etc.) or the small articles (e.g. Socks, Handkerchiefs,
Accessories etc) from shoplifting. These tags can be used thrice
only. The hard tags can only be attached with the tag pin. The tag
pins are removed from the product by the cashier against payment
of that particular product. If anyone tries to remove the product
with help of any kind of magnet it will not be possible because the
tag pins can be removed by the TAG-PIN REMOVAL MAGNET only. Which is only
been placed at the cashier’s desk. If someone
steals any product which is tagged (Hard and
Soft) and tries to escape from the store, that
person will be caught at exit points because
there the ANTI-THEFT GATES are installed.
These gates can catch any untagged product
which is getting out of the store from a suitable
distance.

TAG- PIN REMOVAL MAGNET

ANTI – THEFT GATES

FINDINGS AND OBSERVATIONS

1. Almost every person contacted or interviewed said that he / she has visited mall
Maximum number of respondents said they are aware of mall.

2. From analysis we found out that most of the people were affected and attracted with offers
and schemes.

3. It has been found out that most of the people in Midnapore city visit malls for refreshment
and enjoy.

4. Consumers choose mall to stop because they all want variety and brands and shopping at
mall according to the consumer is economics as compared to shopping at other place.

5. Most of the people who were interviewed by me responded that brand loyal and most of
them stack to the brand they like.

6. Advertising plays a very crucial part in the consumer decision making process.

7. Most of the respondents take on the spot decision of buying different products because of the
various attractive product displays and pretty combination which the store tries on the
mannequins is mostly dependent by the customers, show that most of the consumers are
attracted towards different fancy display.

8. For most of the respondents quality plays a very important role because most of the
respondent said that they want quality products, and that’s also one reason for most of the
respondents sticking to particular brands.

9. We can also say that location, variety convenience and economical products are not the only
things which attract the customer but there are some other factors which play a major role
in attracting the customers as mentioned.
 LIMITATION

Time constraint:-

The allotted time to conduct the survey was 45 days. However, the key areas were apply
covered.

Availability of data:-

Most of the restaurants and eating joints were not in favor of us conducting the survey inside
their premises as it would disturb their customers. “Non- willingness of the respondents to
answer the questionnaire was also a hurdle.

Reliability of data:-

Reliability of data always remains a prime concern when human are surveyed. Most- interest,
poor understanding, unclear questions, inability to think instantly and customer biases creeps in
apprehensiveness in the minds of the researcher while tabulation and analyzing the data.
 CONCLUSION

Customer’s behavior is often studied because certain decision are significantly affected by their
behavior or expected actions. For this reason customer behavior is said to be applied discipline.

In a general sense, the most important reason for studying customer behavior is the significant
role it play in our lives. Much of our time is spend directly in the market place, eating or
engaging in other activities. A large amount of additional time is spend thinking about product
and service, talking to friends about them, and seeing or hearing advertisements about them. In
addition, the good people eat and the manner in which they use them significantly influence how
they live their daily lives. These general concerns alone are enough to justify our study of
consumer behavior. However, many seek to understand the behavior of consumers for what are
thought to be more immediate and tangible reasons.

The main reason behind this project was to find out the behavior of the customer buying
behavior while shopping at mall because most of the population surveyed preferred to shop at
malls and how day by day the customer demands are increasing and through this project I came
to know that what are the various behavior of a typical customer who shops at mall.
 RECOMMENDATION

Customers are becoming price conscious they are having many option in the market considering
the consumer buying the mall and other shopping centers should take certain defining steps like
retaining customers by giving those schemes discount and better service.

The trend today has been to combine shopping with various offerings for ex…. In a mall apart
from shopping a customer enjoys food courts and many others services which today’s modem
mall provide.

Shopping has made people spend not just on their requirements of goods to be bought but to look
on the totality of the experience have a quick bite at Dominos in the mall are let the kids play fun
game while one is busy shopping or even taking the family out to movie and having a dinner
“ALL UNDER ONE ROOF”

The benefits of this totality offering are that many vendors get to have people patronized their
offerings while the shopping experience i.e being enhanced more business is got by the stores at
the venue. Shopping is no longer a onetime agenda for people. various options are opening up.

During the analysis it was found that customers become loyal to few malls and department stores
and visit them often as compared to other. Although it was found all of them keep approximately
some kind of brand and product and the some pleasing environment. All this in mind we need to
differentiate our mall from other in the city to build up our own set of customers. It was round
that the major problem faced by the customers is the crowed at the case counter. The life of
today’s generation has become very fast. They don’t want to wait in aqueue for a longer period.
Thus we must provide more cash counters in our mall.
 REFERENCE

Books and magazines:

Consumer Behavior

-Fourth edition by David L. Londan & Albert J .Delia Bitta.

Research methodology (Methods &Technology)

Revised Second edition by C.R. KOTHARI

Through net surfing:-

www.google.com

www.wikipedia.com

www.answers.com

http://en.wikipedia. org/ wiki/Retailing – in-india.

http:// pantaloons.com