2016 Internship PDF-1
2016 Internship PDF-1
FESTIVE SEASON
By
Nitin Joshi
(2015-17)
AT
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DECLARATION
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I, hereby declare that this summer internship project on ‘‘a study on customer
preferences for coming festive season at pantaloons stores, Pune city’’ is the
record of authentic work carried out by me during academic year 2015-2017.
This is to declare that all my work indulged in the completion of this Project
Report is a profound and honest work of mine and it does not form a part of any
other work submitted to any other institution or university.
Place: Pune
Nitin Joshi
TM1514229
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ACKNOWLEDGEMENT
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First and foremost, I would like to thank Aditya Birla Fashion & Retail Ltd.
for giving me an opportunity to do my internship in their esteemed organization.
I express my sincere gratitude towards Mr. Danish Alam (Senior Marketing
Executive) whose constant guidance was a major morale booster during my
training.
This internship would not have been completed without the support of Dr. (Col)
A. Balasubramaniam, President of Sri Balaji Society. I would also like to thank
our Director Dr. Rashmi Mahajan for his guidance and unflinching support
throughout the phases of my Internship.
Last but not the least, my endless appreciation goes to my family who has stood
by my side and given me moral support whenever I was low and boosted my will
power.
Nitin Joshi
TM1514229
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EXECUTIVE SUMMARY
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This project report is carried on the topic “Identification of Customer Preferences
for upcoming festive season of Pantaloons” where in how frequently a customers
shop at pantaloons and how much they have awareness about green card and
what is perception and benefits or significance of festive season shopping And
what do they think while availing gifts, offer’s and is the customer satisfies or
not and comparing EOSS and NON EOSS business.
Through structured questionnaire I was able to find out most of the customer
have different preferences and different perception store to store according to
their annual income. Those customers have payback green card they aware of it,
and customers were agree on they shop at pantaloons because they have payback
green card and they thought customer loyalty program of pantaloons was
beneficial for them. Hence, they are satisfied, and the marketing role-play is
important to covert customer into stores.
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From the above study, I give suggestion about customer preferences and
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perception. They should be keep household things, which can be used, in daily
life. Level of Instant discount, earn payback points at pantaloons and other
services like birthday discount and special scheme to 5-7star customers.
Employee should be properly trained and educate about payback green card that
will be helpful for customer as well as store also. And level of sale preview and
use of promotional techniques should be improved that will be helpful for
increases customer frequency of visit the store.
In this study it is clear that offers and gifts at festive season can accelerate the
frequency of customer visit and proper sale preview awareness will be helpful
for various customers which are attracted towards the offer and gift vouchers
provided by pantaloons that implies in to customer retention and increase the
volume of purchase. It plays a very important role in customer relationship
management.
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TABLE OF CONTENTS
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S NO. CHAPTER PAGE NO.
1. Introduction:
2. Methodology:
2.3 Method of collecting the primary Data & Secondary data 24-27
2.5 Limitations 29
7. Bibliography 57
8. Appendix 58-59
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1 Total number of respondents 32
2 Age in years 33
3 Education 34
4 Occupation 36
5 Monthly Income 20
14. Did you avail gift voucher offer during your shopping in last 45
festive season
15. Were you happy with gift voucher you got on your shopping 46
in last festive season
16. Which of the following offer you will like to avail during 49
coming festive shopping at pantaloons in this year
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LIST OF TABLE
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LIST OF CHARTS
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S NO. CHARTS PAGE NO.
1. Gender distribution 32
2. Gender Frequency 32
3. Age in years 33
4. Education 34
5. Occupation 35
6. Income 36
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24. Other gift option distribution preferences distribution 52
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1 Group brand logo and name 13
4 Pantaloons logo 22
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LIST OF FIGURES
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CHAPTER 1. INTRODUCTION
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1.1 Project profile & Company Profile
This is one of the important things to understand what the problem for our
research is. Without knowing the problem we cannot find any solution. In the
last few years Aditya Birla fashion and retail ltd have shown up tremendous
growth after the consolidation of the branded apparel businesses of Aditya Birla
Group comprising Aditya Birla Nuvo Limited's (“ABNL”) Madura Fashion
Division and ABNL's subsidiaries Pantaloons Fashion & Retail (“PFRL”) and
Madura Garments Lifestyle Retail Company through a Scheme of Arrangement.
Aditya Birla Fashion and Retail Limited (“ABFRL”) has become India’s largest
pure-play fashion company. Company is using different strategy to cope up with
the profit issues and increasing the growth rate and the main target period for
them to increase revenue is in the end of season sale and festive season. Every
company use different strategy to boost up sale and growth at the time of festive
season. Every year company do survey for knowing the customer preferences
regarding the offers which customer like to avail at stores in festive season. The
company has asked me to take a customer survey to find out the customer
preferences toward offer so that it helps the company to sort out the preferences
and to increase sale of pantaloons stores.
Brands like lifestyle, shoppers stop, Globus, central, fbb, max these brands
shares a major portion in the market and very successful in achieving mind
satisfaction off customer. Though ABFRL achieving customer satisfaction but
then also there are so many aspects where the company lags than these brands
and hence lower market share.
With the help of market Survey Company can find out what is the actual
gap between customer perceptions is and what services they receive actually.
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Under standing your customer preferences:
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In a country like India, where purchase decisions are mostly driven by emotions,
the holiday season comes with a big bonus of reminding your customers about
the Indian culture by associating it with your products. Festivities provide you a
very good opportunity to reconnect with your current and prospective clients or
customers. You can plan out effective marketing strategies during the festivals
that will help you in making a better connect with your customers or clients.
Understanding customer preferences is very important whether you are selling a
product or offering a service. This is because customers are the determiners of
how successful a company becomes. After all where will profits come from if
not your customers? Customer care is all about sticking to the promises you
make to customers. However you can only satisfy your customer’s needs if you
get to understand them to an extent that you can anticipate their needs and deliver
beyond their expectations.
Preferences describe the reasons for the choices people make when selecting
products and services. Analyzing the factors that determine consumer
preferences helps businesses target their products towards specific consumer
Groups develop new products and identify why some products are more
successful than others.
4. A time-bound price-off
5. A contest or sweepstake
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Company profile
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(Figure: 1)
Introduction to Aditya Birla
Nuvo Aditya Birla Nuvo Ltd. (ABNL) is a US$ 4.75 billion conglomerate by
revenue size. It is part of the Aditya Birla Group, a US$ 40 billion Indian
multinational. Having a market cap of ~US$ 2.5 billion (Rs. 14,000 Crore) as on
23 July 2013, ABNL is present across Financial Services, Telecom, Fashion &
Lifestyle, IT-ITeS and manufacturing businesses. Anchored by over 69,000
employees, ABNL touches lives of more than 125 million Indians.
Besides its successful presence across a wide gamut of sectors and verticals,
Aditya Birla Nuvo Limited ['ABNL'] now holds a controlling stake in
Pantaloons format stores, which was previously controlled by the Future Group.
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With this strategic development, both ABNL and Future Group will now work
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closely for deriving operational synergies in terms o back-end and supply chain,
apart from several other mission-critical value drivers of the business. Moreover,
the leadership teams of both groups have also committed to oversee a fashion
council, which has been set up to explore contemporary trends in newage fashion
wear, thereby driving further value-creation for Pantaloons' stakeholders by
keeping it at the leading-edge of the fashion industry. A US $40 billion
corporation, the Aditya Birla Group is in the League of Fortune 500. An
extraordinary force of over 136,000 employees, belonging to 42 different
nationalities, anchors it. The Group has been ranked Number 4 in the Global
'Top Companies for Leaders' survey and ranked Number 1 in Asia Pacific for
2011.
Over 50 per cent of its revenues flow from the overseas operations. The Group
operates in 36 countries – Australia, Austria, Bangladesh, Brazil, Canada, China,
Egypt, France, Germany, Hungary, India, Indonesia, Italy, Ivory Coast, Japan,
Korea, Laos, Luxembourg, Malaysia, Myanmar, Philippines, Poland, Russia,
Singapore, South Africa, Spain, Sri Lanka,
Sweden, Switzerland, Tanzania, Thailand, Turkey, UAE, UK, USA and Vietnam.
Aditya Birla Nuvo Ltd (ABNL), a unit of the $28 billion (Rs.1.5 trillion) Aditya
Birla Group, acquired a majority stake in the Pantaloons retail chain of debtladen
Pantaloons Retail (India) Ltd (PRIL), India’s largest listed retail company by
revenue.
The proposed transaction, which will help the Future Group’s PRIL pare debt, is
likely to be completed within 8-10 months, subject to the scheme of arrangement
being finalized, due diligence, and statutory and other approvals, ABNL said in
a statement.
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Future Group founder Kishore Biyani has been looking to reduce debt that’s been
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accumulated by rapid expansion as PRIL has sought to build scale rapidly.
Meanwhile, the intense political opposition to foreign direct investment in multi-
brand retail has meant that any plans of selling stakes to overseas retail companies
had to be shelved.
The new, separated unit will eventually become a subsidiary of ABNL, the
other units of which include Madura Fashion and Lifestyle, and Jaya Shree
Textiles.
The separation will help PRIL, which had debt of Rs.5,800 crore as of December
2011, reduce this amount by Rs.1,600 crore, according to a PRIL statement.
“This deal is being done to reduce debt as non-core business transactions like
Future Capital are taking some time to finalize,” said Abhishek Ranganathan of
MF Global Sify Securities India Pvt. Ltd.
ABNL, which owns apparel brands such as Louis Philippe and Allen Solly, said
it will infuse Rs.1,600 crore in the Pantaloons department retail chain business
by issuing debentures worth Rs.800 crore at mutually agreed terms and taking on
debt of Rs.800 crore.
An investment banker, who did not want to named, said it wouldn’t be possible
to compute the value of the deal till the “mutually agreeable” terms are made
public.
After the separation, the debentures will be converted into equity shares of the
resulting entity, ABNL said in the release. PRIL will hive off the Pantaloons
chain.
ABNL will make an open offer for a minimum 26% to the shareholders of the
resulting unit. After its listing and on conversion of the debentures into equity,
ABNL’s holding will be a minimum 50.01%. The resulting unit will become a
subsidiary, ABNL said in the statement.
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Aditya Birla Fashion and Retail Ltd. (ABFRL) emerged after the consolidation of
the branded apparel businesses of Aditya Birla Group comprising ABNL'S
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Madura Fashion division and ABNL's subsidiaries Pantaloons Fashion and Retail
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(PFRL) and Madura Fashion & Lifestyle (MFL) in May 2015. Post the
consolidation; PFRL was renamed Aditya Birla Fashion and Retail Ltd.
"This consolidation will create India's largest pure play Fashion and Lifestyle
Company with a strong bouquet of leading fashion brands and retail formats.
This move brings India's #1 branded menswear and womenswear players
together." - Kumar Mangalam Birla, Chairman, Aditya Birla Group
ABFRL brings together the learning’s and businesses of two renowned Indian
fashion icons, Madura Fashion & Lifestyle and Pantaloons Fashion and Retail.
This will create a synergistic core that will act as the nucleus of the future fashion
businesses of the Aditya Birla Group.
ABFRL is India's No 1. Fashion Lifestyle entity with a proforma-combined
revenue of about INR 5,500 crore for FY'15, growing at a rate in excess of 20
percent and EBITDA of INR 532 crore (as of FY'15) that has been surging at an
impressive rate of 30 percent over the last 5 years.
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Pantaloons
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India's largest and fastest growing big box fashion retailer, Pantaloons is one of
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the fastest growing lifestyle apparel retail destinations in India. Constantly
innovating designs, concepts and products by infusing the latest trends in fashion
and clothing styles, Pantaloons has a repertoire of lifestyle brands to cater to
every consumer's needs across multiple occasions.
ABFRL altogether hosts India's largest fashion network with over 6,000 points
of sale across over 200 cities and towns, which include more than 2,000
exclusive ABFRL brand outlets. ABFRL's e-commerce business, Trendin.com
reaches out to multiple destinations across India. With more than 12.5 million
Loyalty Members as of Sept '15, ABFRL has a strong bouquet of loyalty
programmes in India. ABFRL boasts of creating more than 20,000 new designs
every year
Voted as India’s most trusted apparel retail brand in the prestigious brand equity
survey 2014, pantaloons continues to nurture trust and confidence.Pantaloons is
now an integral part of the prestigious Aditya Birla Group, a USD 40 billion
Indian multinational operating in 36 countries across the global with over
120000 employees.
East zone
North zone
South zone
Each zone has their zones office, which takes care of the entire pantaloons store
in the respective zone.
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4. Kumar specific mall 5. NIBM mall 6. Baner 7. SGS mall
1.2 Topic theoretical Background
At the time of study the company was undergoing the problem related to offerings
of offers what should be given to this coming festive season and service to
customers. Thus there was a need for the company to analyze its market so that
a rough idea can be obtained, which may later be transformed into various
marketing strategies. Hence there was a need to study the above said topic.
The topic given to me by the company was “A study on customer preferences
for coming festive season at pantaloons stores, Pune city.‘’
There was need to study this topic as the company wants to understand what will
be the preferences and how their offers are being consumed and benefits and
increase its market share and achieve maximum efficiency in festive season. The
Company wanted to do the survey of market so as to increase the sales and
determine the effectiveness of promotional activities. This project relates to all
aspects concerned with consumer decision regarding buying the offers in festivals.
There are consumer tastes and preferences are changing everyday and to know
there needs is very difficult to under stand and to know the current trend of the
consumer behavior in festive shopping, individual customer expectation and
abilities.
Hence, it is required to know the customer preferences before offering offers and
deals for particular target season.
(Figure: 2)
(Source: www.pantaloons.com)
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✔ PRIMARY OBJECTIVE
✔ SECONDARY OBJECTIVE
1. Primary objective:
1.1 To identify the customer’s preference towards offer for coming festive
season.
1.2 Comparing EOSS and Non EOSS Business.
1.3 To find out the awareness of loyalty program.
2. Secondary objective:
2.1 To study the customer perception and benefits for availing festive offer.
2.2 To study the effectiveness of promotional activity done in Pune city.
(Figure: 3)
(Source: www.pantaloons.com)
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CHAPTER 2:RESEARCH METHODOLOGY
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2.1 Research methods used for the interpretation of data
Types of research:
Based on Application
Based on the application of research, the research can be classified as:
a) Pure research
b) Applied research
Pure research:
Pure research involves developing and testing theories and hypotheses that are
intellectually challenging to the researcher but may or may not have practical
application at the present time or in the future. The knowledge produced through
pure research is sought in order to add to the existing body of research methods.
Applied research:
Applied research is done to solve specific, practical questions; for policy
formulation, administration and understanding of a phenomenon. It can be
exploratory, but is usually descriptive. It is almost always done on the basis of
basic research.
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In this project we have a problem to understanding the customer behavior while
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purchasing the merchandise in the store and also about the factors that they
consider while making the purchases and availing of offer and to identify their
considerations during purchases at festive season offers. So here the research
done by me is applied research, which will help us to find out solution for
the problems mentioned.
Based on Objectives:
From the viewpoint of objectives, a research can be classified as:
a) Descriptive
b) Exploratory
Descriptive research:
Descriptive research attempts to describe systematically a situation, problem,
phenomenon, service or programme, or provides information about, say, living
condition of a community, or describes attitudes towards an issue.
Exploratory research:
Exploratory research is undertaken to explore an area where little is known or to
investigate the possibilities of undertaking a particular research study.
Inquiry Mode:
From the process adopted to find answer to research questions – the two
approaches are:
a) Structured approach
b) Unstructured approach
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Structured approach:
The structured approach to inquiry is usually classified as quantitative research.
Here everything that forms the research process- objectives, design, sample, and
the questions that we plan to ask of respondents is predetermined.
Unstructured approach:
The unstructured approach to inquiry is usually classified as qualitative
research. This approach allows flexibility in all aspects of the research process.
(Figure: 4)
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Even after the exploratory phase, two key steps remain to be completed before
the task of designing the questionnaire should commence. The first of these is
to articulate the questions that research is intended to address. The second step
is to determine the hypotheses around which the questionnaire is to be designed.
It is possible for the piloting exercise to be used to make necessary adjustments
to administrative aspects of the study.
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2.3 Method of collecting primary data & secondary data
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Marketing research is a systematic and objective search and analysis of
information relevant to the identification and solution of any problem in the field
of marketing. As we have explained the marketing research process begins with
the recognition of a marketing related problems followed by the information of
objective of the study and methodology to be used. Research design is the
conceptual structure within which research would be conducted. The function of
research design is to provide for the collection of relevant information with
minimal expenditure of effort, time and money.
The objective of research study is already explained above. Now once the
objective of study is decided we can go on next step to collect data.
2.) Secondary Data: those, which have already been collected and analyzed by
someone else.
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For my research study, there was need to collect the primary data because in
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the research survey was to be done and secondary data was collected to get
the information about the company.
The data, which we collect for the first time, is referred as primary data. The
primary data was collected from the customers from the all the present store in
Pune city. Since the project areas were all over the Pune city. So for collecting
primary data I had visited the pantaloons stores and asked the random customers
over there to fill the questionnaire.
a) For the study we selected Area where pantaloons store is located and did
survey over there by questionnaire method by random sampling.
b) For our survey we covered the random shoppers at all pamtaloons stores.
c) From each outlet we have covered different perception of customers and other
effectiveness of promotional activites through Questionnaire.
d) Different perception towards offerr in festive season is consider while
surveying.
c) www.google.com
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DETERMINING SAMPLE DESIGN
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For my study:
a) Who will be surveyed:” all the pantaloons store in pune city ’’.
c) calculation formula:
N = Z 2 * (p) * (q)
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E2
P= 0.25, q= 0.75
Level of tolerance= 5%
N=288.12
Out of 288 customers only 273 respondents have given their responds. So,
my effective sample size is 273.
d) Research tool:
Procedure followed:
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2.4 Benefits of the study
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1. This summer project has been a highly beneficial learning experience for
me. As project was in retail sector with India’s largest and fastest growing big
box fashion retailer (ABFRL) Pantaloons.
2. As a part of the company and being an intern I learnt how marketing is
done. How market strategies are implement and executed.
3.The study helped me in understanding the retail sector and the format of
organized retail sector.
4.It also helped in understanding the customer preferences while purchasing the
merchandise in the store and also about the factors that they consider while
making the purchases.
5. Based in the study and the customer’s responses, we can be able to fill the
gap between the customer and their purchases.
6. The study helped in understanding the customer behavior and to identify
their considerations during the purchases.
7. This study helps in finding the customers responses and to make the
services offered by pantaloons more efficient.
8.The study helped in finding about the store atmosphere, location, the
merchandise offered at pantaloons, knowledge of the sales force, customer care
response and the offers provided by pantaloons.
9. This Study help in to know the importance of touch points of stores.
10. This study helped in to know the loyalty program schemes.
11. It helped me in knowing the customer preferences for coming festive season.
12.Different type of cooperate sales and marketing techniques.
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2.5 Limitations
Every coin has two sides in the same way while duri ng our project analysis;
we also came across such things that created problem for us.
1) The research confines itself to Pune city outlet only. The scenario of whole
market, hence the findings cannot be generalized for the entire market.
2) The study was done only for 2 months, so the time limitations were there.
(Figure: 5)
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CHAPTER 3. LITERATURE REVIEW
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4.Customer satisfaction and retention that are bought through price promotions,
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rebates, switching barriers, and other such means are unlikely to have the same
long-run impact on profitability as when such attitudes and behaviors are won
through superior products and services (Anderson and Mittal 2000). Thus,
squeezing additional reliability out of a manufacturing or service delivery process
may not increase perceived quality and customer satisfaction as much as tailoring
goods and services to meet customer needs (Fornell, Johnson, Anderson, Cha,
and Everitt 1996).
6. Chrystal Szeto and Luis Jimenez (2005), new media offer consumers a
wide array of choices to access, disseminate and display all forms of information.
Historically, new media complemented rather than eliminated the older media. Is
this pattern changing with the more recent introduction of digital media/ what
does market research tell us about the preferences of today‟s consumers for
electronic vs. paper media.
7. Rebekah (2006) Wade has remarked that the newspaper success would
probably depend more on free CD‟s and DVD‟s than on it journalists.
Newspapers particularly hope that CD‟s and DVD‟s will appeal to the young
who are increasingly getting their news online.
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CHAPTER 4. DATA ANALYSIS AND INTERPRETATION
Title: Gender
%
Male
32%
Female
68%
Gender Frequency
200
100
0
Female
Male
Female Male
Series1 186 87
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4.1 Tabulation, Analyzing & Interpretations
Table No.1- Total number of respondents
Chart No. 1
Chart No. 2 (Source: field survey)
(Source: Field Survey)
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Chart No. 3
Interpretation:
- According to survey conducted on 273 respondents, 218 people were
between the ages of 21-30.
- The above chart represent the age between 21-30 shop more i.e. 79 % of
total shoppers, as compare to other age which is less than 20 and 31-40
ages .
- 40 and more than 40 age people hardly come for shopping.
- Less than 20 and 31-40 age people are below the average shoppers.
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-
Table No. 3 – Education
Education Frequency Percent Cumulative percent
Illiterate 00 00 00
Primary 00 00 00
Secondary 00 00 00
Chart No. 4
Title:
160 Education
140
120
100
80
60
40
20
0
Higher Post
Primar Second Diplom Gradua
Illiterat Educati Gradua
y ary a tion
e on tion
Series1 0 0 0 14 27 137 95
House works 00 00
Retired 00 00
Chart No. 5
Title:Occupation
200
150
100
50
0
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-
Table no. 5 – Monthly Income
Income Frequency Percent Cumulative
percent
Chart No. 6
Title: Income
160
140
120
100
80
60
40
20
0
Less than More
16-25k 26-35k 36-45k
15k than 46k
Series1 10 23 136 75 29
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Daily 00 00 00
Total 82 100
Chart No. 7
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-
Table No.7 - Do You aware about Green Card Member?
Awareness Frequency Percent Cumulative percent
yes no
Series1 110 163
Title:Membership Tier
60
50
40
30
20
10
0
1 3STAR 5STAR 7STAR
Series1 STAR
15 55 33 7
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3STAR 5STAR
50% 30%
Other
36%
1
14 %
STAR 7STAR
6%
Interpretation:
- According the survey conducted on 273 respondents ,only 110 people
were aware about the loyalty program out of total surveyed people.
- 163 people were not aware about the PBGC card and membership
program i.e. 60 % people of total respondents, Out of 110 people there
memnbership tier were- (till 20/June/2016)
1 Star- 14 (14%)
3 Star- 55 (50%)
5 Star- 33 (30%)
7 Star- 07 (6%)
- after analysis of above data we came to know about the buying
behaviour pattern and preferences .out of 273 people 110 people shop
weekly , monthly and lies in a income group of 15- 45k .
- With the help of descriptive analysis tool i.e. personal interview I came
to know about the shopping beahviour.They shop monthly and weekly
because they get rewards and redeem points. which help them in next
purchase.
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No 82 30.04 100
Chart No. 11
100
0
YES
NO
YES NO
Series1 191 82
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Table No. 9- how did you come to know about this store?
Frequency Percent Cumulative
percent
Chart No. 12
Title:Store awareness?
250
200
150
100
50
0
By By Word of
By
hoardings
outdoo newspaper mouth
invitatio
Series1 191 32 10 40
Interpretation: The above data represents the total number of people who
thinks that outdoor advertisement and branding help in awareness of store.
- out of 273 respondents 32 people come by newspaper add i.e. 12% which
is very less.
- 191 people got to know about store through mall branding and
adverstisement i.e. 70% of total surveyed people.
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-
Table No. 10 Do you prefer shopping in EOSS? (End of Season Sale)
Frequency Percent Cumulative percent
Yes 245.7 90 90
No 27.3 10 100
Table no. 11- Analysis Non EOSS Business (Non-End of Season Sale)
Month- Avg. Net sale Avg.Customer Avg. Bills Avg. Basket
May/June value (Rs.) entry in No. size
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-
(Source: Company data)
Chart No. 13
,00,00,000
,00,00,000
5,00,00,000
0
25,00,00,000
20
15
10
(Source: Company data)
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-
Table no. 12 Analysis EOSS Business (End of Season Sale)
Month- Avg. Net sale Avg.Customer Avg. Bills Avg. Basket
May/june value entry size
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-
Chart No. 14
400000000
300000000
200000000
100000000
600000000
(Source: Company data)
-
Table No. 13 did you shop at Pantaloons during last Festive Period?
(Ganesh Chaturthi / Diwali / Gudi padwa)
Chart No. 15
YES NO
Series1 147 126
(Source: Field )
survey
Interpretation: According to survey conducted on
273 respondents,
147 people shopped last festive people and 126
people didn’t shop .
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Chart No. 16
100
0
YES
NO
YES NO
Series1 97 176
-
And 126 respondents who didn’t shopped and availed any offer i.e. 65%
of total respondents. And did not find any use of availing offer.
-We can interpret that out of 273 total surveyed people who shopped lie in
bigger income group and who availed offer also 5-7 star membership holder
and which are wiling to spend extra bucks to avail offer.
Table No. 15 Were you happy with gift voucher you got on your shopping
in Last Festive Season?
Frequency Percent Cumulative
percent
Highly 0 0
dissatisfied
Total 97 100
Chart No. 17
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-
(Source: Field survey)
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Satisfy, 30
Other, 4 Dissatisaied, 4
Highly satisfy,
63
Highly
dissatisaied, 0
Satisaied,
23
neutral, 51
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Chart No. 20 - Correlation between the Prices charged and the Quality
1
50
40
30
5 20 2 Price
10 Satisfaction
0
Quality
Satisfaction
4 3
• From the above, it can be inferred that the people are willing to pay more
if they are being provided with a preferred quality product.
quality .
• From , above test we can also inferred that respondent who did not
availed offer , the main reason behind was the prices issues if prices were
neutral at last shooping festive season , more respondent would prefer to
buy offer .
• out of 147 people who shopped at festive season , only 97 availed offer
andBITM:
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Chart No. 21
Other gift
option
Title: Preference for coming
11% festive season?
Trolly bags/
sky Bed sheets
8% bag 4%
Total 29 100
Chart No. 23
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Chart No. 24
Electronic Silver coin Home
3% 7% décor /
other
equipments
Discount 3%
Cash voucher’s next purchase
on
28% 28%
Perfumes Watches
17% 14%
Interpretation:
-According the survey conducted on 273 people, 29 people opted for other gift
items i.e. only 11% of total respondents.
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-These 29 people can be inferred from above total data that they all lie above
46k and above monthly income and there preference is other gift option because
they don’t find offer useful or beneficial and they are also lie in 7 star category
who normally spends 40k per annum on shopping.
Out of 273 people 29 opted for other gift option following option is -
1. Silver coin – 2
2. Discount on next purchase – 8
3. Watches – 4
4. Perfumes – 5
5. Cash vouchers- 8
6. Electronic goods- 1
7. Home equipment’s/ home décor- 1
CHAPTER 5. FINDINGS OF THE DATA
From the detailed study of all the Pantaloons stores in Pune city. I came to
the following findings-
The study shows that before the acquisition of (PRIL) by the Aditya Birla
Group, Pantaloons Retail and Pvt. Ltd. (PRIL) were not making profit and
hence the balance sheet was also in the negative numbers. But after the
acquisition by the multinational group Aditya Birla have shown up their
remarkable energy and efficient work nature to make that sinking boat sail again
in the ocean. Brand competitors like Lifestyle, shoppers stop, max, fbb, turtle,
splash and other brands cover most of the market. Every company play offers
and gives hot deals during festival season. During the project study I found out
the few customer are not satisfied from the services they are getting in the
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Pantaloons stores and because of this they prefer products of other brand out of
the areas other store are making profit.
Hence we are in our growth period but I found that ICC tech park and banner
Pantaloons store are still facing problem being a stand alone store in the market
they are facing problem in profit making.
1. During the project study I found that people who all are coming for
shopping, majority is the female ratio. There were very less in number of male
who come for shopping according to survey and personal interview most of
the male prefer that there shopping would be done by their wife, sister or
family members. And they prefer shopping occasionally.
2. According to project study and surveyed respondents between 21-30 age
group like to shop i.e. 80% and less than 20 age group 15%
3. People who all come for shopping most of them are graduated and post
graduated and else are pursuing their courses of education.
4. 66% are the employed and 33% of people are still pursuing education.
5. 50 % of the shopping people are in the 26-36k monthly group income, and
hence they prefer monthly shopping and more than. 36-45k group people
prefer weekly and occasionally. And more 50k monthly group people they are
also lay under 5-7 star categories and like to shop daily or weekly basis.
6. Daily and weekly basis people who like shop most of them are aware
about pantaloons PBGC card. Occasionally shopping people do not know
about the card and their benefits. (Refer: Table No. 6 and 7)
7. 70% of people think promotional activity does attract for shopping, People
think no matter what the promotional activity is on if they want to shop they
will go for shopping no matter how many attractive discounts is going on.
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Above data also tell the people income groups, which lie under the above
3646k or more than, they don’t think promotional activity will help them to
attract towards Pantaloons stores.
9. 12% people thinks newspaper add help them to get aware about the
store. And 70%of people believes that hoarding and advertise help them to get
to know about store.
10. 54% people shop at the festival season. And 45% people shop
occasionally not specifically shop at festival season.
11. Most of the 7-star member ship holder and higher income group don’t
avail offer and they do not find any use or benefit, which we give, in festive
season. 12. Small income groups they do look in benefits and offer at festive
time because it helps them in next purchase. And the other offerings help there
in basic and daily need like offerings of kitchen set and travel accessories.
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consider while making the purchases. Based in the study and the customer’s
responses, we can be able to fill the gap between the customer and their
purchases. The study helped in understanding the customer behavior and to
identify their considerations during the purchases. This study helps in finding the
customers responses and to make the services offered by pantaloons more
efficient. The study helped in finding about the store atmosphere, location, the
merchandise offered at pantaloons, knowledge of the sales force, customer care
response and the offers provided by pantaloons.
In the market new brand are coming day by day with the help of revised policy
of foreign direct investment (FDI), so there is very vast competition for increasing
market share. The foreign brand is also coming brands like H&M, Zara, Turtle,
and forever 21. Are giving more discounts and good deals to customer and hence
they are trying to capture Indian market.
Pantaloons should consider suggestions given in order to emerge as winner
in long run.
Suggestions:
This research throws light on various strengths and weakness pantaloons and can
also help Pantaloons to improve on different fronts in order to have an edge over
its competitor.
1. Employee should be properly educated about payback green card that will
be helpful for customer as well as store also.
2. Level of sale preview and use of promotional techniques should be
improved that will be helpful for increases customers frequency of visit the store.
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CHAPTER 7. BIBLIOGRAPHY
Web references:
• www.pantaloons.com
• www.abfrl.com
• www,google.com
• www.wikipedia.com
• Business world
• Business today
• Economic times
• Times of india
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Book References:
NAME:
CONTACT NO. (Optional):
Retired
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YES NO
6. Did you shop at Pantaloons during last any Festive Period (Ganesh chaturthi/ Diwali/Gudipadwa)?
YES NO
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7. Did you avail gift voucher offer during your shopping in last festive period?
YES NO
8. Were you happy with gift voucher you got on your shopping in Last Festive Season?
9. Which of the following offer you will like to avail during coming Festive Shopping at Pantaloons in this
year?
Pantaloons gift voucher/Gifts cards Spaces Bed Sheet Sky bags/Trolley bags
___________________________________________________________________________________
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