A

Project Report

On

“IMPORTANCE OF CUSTOMER SATISFACTION IN RETAIL

INDUSTRY”

Dissertation submitted in the partial fulfilment of requirement for the degree of

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY

(SUJOY DUTTA)

Vu Registration No: 00899 of the year 2021-2023

Year of Registration: 2021

Major Specialisation: Marketing

Minor Specialisation: Retail

Name of the institute: EIILM, Kolkata

Under the Guidance of

(Prof. Poulami Sengupta)
Assistant Professor, EIILM Kolkata
Submitted to EIILM, Kolkata
(AFFLIATED TO VIDYASAGAR UNIVERSITY)

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 CERTIFICATE OF INTERNAL GUIDE

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 DECLARATION

I DO HEREBY DECLARE THAT THIS DISSERTATION

ENTITLED “IMPORTANCE OF CUSTOMER SATISFACTION IN
RETAIL INDUSTRY” HAS BEEN DONE BY ME AND ALL THE
INFORMATION PROVIDED IS CORRECT AND TRUE TO MY
KNOWLEDGE.
THIS DISSERTATION IS SUBMITTED BY ME FOR THE PARTIAL
FULFILLMENT OF THE AWARD OF DEGREE IN ‘MASTER OF
BUSINESS ADMINISTRATION’.

THE DISSERTATION IS EXCLUSIVELY PREPARED BY ME AND HAS

NOT BEEN SUBMITTED TO ANY OTHER INSTITUTIONS OR
PUBLISHED ANYWHERE BEFORE.

DATE:

PLACE: KOLKATA

MBA, 4th semester

EIILM, Kolkata

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 ACKNOWLEDGEMENT

I express my sincere gratitude to Prof. POULAMI SENGUPTA, Faculty,

EIILM who has sincerely provided me with critical suggestions and valuable
insights which enabled me to complete this project and bring out this report in
the best way possible.

I would take this opportunity to thank (Dr.) R.P Banerjee (Director, EIILM) and
other faculty members for their cooperation and support.

I am also thankful to all others persons who directly or indirectly helped me to

accomplish my project work.

Signature:

Name: Sujoy Dutta

Date

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 EXECUTIVE SUMMARY

I have been assigned a task as a project related to customer satisfaction. The project title is “A
STUDY ON IMPORTANCE OF CUSTOMER SATISFACTION IN RETAIL
INDUSTRY’’.

This project report gives insights and highlights about the reason behind customers choosing
and purchasing apparels and various other accessories at Pantaloons Suncity Mall,Barasat.
Pantaloons offer the deep insights to the industry and as retail brand is one of the fastest
growing players in the Indian industry.

For the completion of these project a survey was conducted a structured questionnaire was
prepared and sample size of 100was taken. Among them who were interviewed were
housewives professionals and even students. Though the sample size taken was small but it
was varied to overcome all the odds. To measure the response of the respondent on suitable
scale in order to analyse them and interpret it a structured questionnaire was prepared. This
was primary data collection and secondary data collection was done through company’s
website.

Through survey a light was thrown on many factors that influence customer satisfaction such
as sales promotion, ambiance of the store, discount offers, display etc. and reason for
choosing.

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 TABLE OF CONTENTS

Sr. No. Particulars

1.0 Part – I Introduction

1.1 About the Industry

1.2 Growth of Retail Industry

2.0 Part-II Organization Information

2.1 About Organization

2.2 Organization Structure

3.0 PART-III Significance of the study

3.1 Introduction of the study

3.2 Objective

4.0 Methodology

4.1 Data Analysis & Interpretation

5.0 Findings of the study

5.1 Conclusion

6.0 Bibliography

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 PART-I

OVERVIEW OF RETAIL INDUSTRY

Retailing is one of the largest and fastest growing industries. It accounts for 10% of the
country’s GDP and 8% of the employment. Retailing is a French word means “TO CUT” and
is a business where in the product or service is marketed and efforts are made by the retailer
in order to satisfy its final consumers.

Organized retailing includes the activities of trading wherein it involves licensed retailers
who are registered for income and sales tax. These include departmental store, Hypermarket,
Supermarket, Retail Chain and also privately owned large business.

On the other Hand unorganized retail refers to the low cost retailing which includes General
store, Kirana Shop, hand cart, pavement Vendors and convenience store which consist of
traditional format.

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 RETAILING IN INDIA

The Indian Retail Industry is the fifth largest in the world comprising of organizing and
unorganized sectors, India retail industry is one of the fastest growing industry in India,
especially for last few years. Though initially, the retail industry in India was almost
unorganized, however with change of taste and preference of the customers, the industry is
getting more popular of these days and getting organized as well. With growing market
demand, the industry is expected to grow to a pace of 20- 30% annually. The India retail
industry was expected to grow from 35000 Crore in 2004-05 to 109000 Crore in 2010.

According to the 8th Annual GLOBAL RETAIL DEVELOPMENT INDEX (GRDI), India
retail industry is most promising emerging market for investment. In 2007 the retail trade in
India had a share of 8-10% in the gross domestic product of the country. In 2009 it rose to
12%. It is expected to reach by 22% in 2010-11.

According to the Report by NORTH BRIDGE per capita the Indian Retail industry is
expected to grow to US$ 700 billion by 2010-11. By the same time the organized retail sector
will be 20% of the total market share. It can be mentioned here that, the share of the
organized retail sector in 2007was 7.55 of the total retail market.

As democratic country with the high growth rates consumer spending has risen sharply and
there is significant increase in the disposable income of the people. Consumer spending rose
by 75% in the last 7 to 8 years. Organized Retail accounts for 5% of the market, is expected
to grow at a CAGR of 40% from US$ 20 billion in 2007 to US$ 107 billion by 2013.

The Indian Retail market is highly competitive and major players such as Wal-Mart, Tesco
entering the industry is set to grow even further. It is thus important to see how well which
players in the organized retail industry manages to pull consumers in their stores especially in
the retail more focus is on repeated sales and sustaining the customers for long 4 time.

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 GLOBAL SCENARIO OF RETAIL INDUSTRY

Retailing is the largest industry globally and is second largest in the United States both in the
number of establishment and in the number of employees. Retailing is the activity which
involves selling of goods directly to the consumer and act as an intermediary between the
producer and the customer. It has played a major role in increasing the productivity and its
best impact is seen on countries such as USA, U.K Mexico, China etc. retailing is the biggest
industry with the sale of 7.2 trillion and it employs more than 22 Americans. Retail generated
a shareholders return of 18%.

Top retailers worldwide are:

Retailer Home Country

Wal-Mart stores U.S.A
Carrefour group France
The Kroger Co. U.S.A
The Home Depot. Inc U.S.A
Metro Germany

Wal-Mart is the largest player in the retail industry and is the world’s largest employer with
one million associates. Wal-Mart has become the successful retail brand due to its ability to
create market dominance, leverage Size market clout. Wal-Mart displaced Oil Giant Exxon
Mobil as the world’s largest company when it posted in sales for the fiscal year 2001.

According to the Global retail development Index international retailers are now mere adept
to the tackling the individual challenges, which require different strategies to be successful.
There has been huge transformation in the retail industry as the retailers have gained
understanding about the market struggle with shifting changes in economic and political 5
trends

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 GROWTH OF RETAIL INDUSTRY

Retail industry in India is one of the fastest growing industry which accounts for 10% of
country’s GDP and 8% of the workforce. There has been drastic change in the tastes and
preferences and buying behaviour of the consumers. The retail sector is undertaking fast
paced revolution there has been changes in the format of the retail industry. New formats are
developed such as convenience stores super market, hyper market and have made their way
in the market. In India, major chunk of the untapped retail market is attracted by all giant
firms across the globe.

With the advancement of technology the scope the retail industry has widened attracting
investors across the globe and has high growth potential. There has been remarkable
development in the last decade and has been rapid evolution of the online retail sector. The
online retail is expected to be reaching US$ 70 billion by 2020.

According to the latest update of December 2019:-

 India has high market potential, Moderate political and low Economic risk as it has
occupied a remarkable position in the global retail Index.

 According to the study of the Boston Consulting group India is expected to become
world’s third largest consumer economy by reaching US$400 billion in consumption
by 2025

 As the purchasing power of middleclass people increased there was increase in their
disposable income and due that customers spending increased and India was ranked
First in the Global retail Development Index 2017

 With the GST taking its shape, it has helped the retailers simplify its tax structure.
These will lead to better cash flow, profitability, supply chain structure and pricing.

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 Part – II

Organization Information

HISTORY OF ADITYA BIRLA GROUP

Aditya Birla Group (Aditya Birla is an Indian Based multinational conglomerate company.
Aditya Birla consists of four main companies and they all are operating in Industrial sector
through its joint Ventures and subsidiary company, namely Aditya Birla Nuvo Ltd, Hindalco
Industries Ltd, Ultra tech Cement Ltd, Idea Cellular Ltd. Etc. It is offering services to various
sector such as Non-ferrous metal, Cement, carbon Black, Chemicals, wind Power, Insulators,
mining, agribusiness, Ferro Chemicals, branded apparel, Viscose Filament Yarn, staple
Viscose Fibre. In addition to that Group is also engaged in offering Services to various
sectors such as telecommunication, information technology, retail and trading solutions
financial services and BPO. The company is led by Kumar Mangalam Birla, sons of Aditya
Birla. The company is headquartered in Mumbai, India. It is operating in 27 countries across
the world.

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 PARTICULARS INFORMATION
Type of Company Public Company
Incorporated 1870
Employees 72000
Sales(2005) $5.79 billion
Stock Exchange India
Ticker Symbol BIR

ADITYA BIRLA TAKEOVER PANTALOON

Kishore Biyani-led Future Group said Aditya Birla Nuvo Ltd infused Rs 1,600 crore into
its flagship 'Pantaloons' and acquired a majority stake in the store chain, which will later be
demerged to be listed as a separate entity.

The group's flagship firm, Pantaloons Retail India Ltd (PRIL) currently operates the
'Pantaloons' chain of fashion apparel and accessories stores.

As a part of the deal between the two companies, the Pantaloons format will bed emerged
from PRIL, a listed entity on the BSE and National Stock Exchange.

"The demerged entity, subject to necessary and statutory approvals, will invite an investment
from Aditya Birla Nuvo Ltd (ABNL)," PRIL said in a statement.

ABNL will subscribe to debentures amounting to Rs 800 crore issued by PRIL and on
completion of the demerger process, the debentures will convert into equity in the demerged
entity of the Pantaloons format.

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The proposed transaction is likely to be completed within eight to 10 months, subject to the
finalisation of the Scheme of Arrangement, due diligence and statutory and other requisite
approvals, the statement added.

Launched in 1997, the Pantaloons format is

spread in 35 cities with 72 stores and21 factory
outlets covering total retail space of over 2
million square feet.

Future Group continues to operate a number of retail chains including Pantaloons, Central,
Big Bazaar, Food Bazaar, Home Town and eZone and also has allied businesses in consumer
finance, life and non-life insurance, logistics infrastructure and supply chain and brand
development.

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HISTORY
The company was incorporated as Peter England Fashions and retail Ltd on April 19 2007and
obtained the certificate of commencement of business on May 14 2007. The Name of the
company was changed to “PANTALOONS FASHION AND RETAIL LTD” on 23 APRIL
2013.Headquartered in Mumbai, the company has over 1,000 stores across 73 cities in India
and employs over 35,000 people, and as of 2010, it was the country's largest listed retailer by
market capitalization and revenue.

Pantaloons Fashion and Retail Limited, is a large Indian retailer, was a part of the Future
Group (now a part of ADITYA Birla), and operates in multiple retail formats in both, value
and lifestyle, segments of the Indian consumer market.

The Company's Products are being marketed under the brand name "PANTALOON" and
"BARE NECESSITIES" through a network of over 300 dealers spanning the Metro and Class
l cities in the country.

The Company is promoted by Shri Kishore Biyani, friends and associates.

 1992 - The Company has successfully launched the "Pantaloons" Trousers, Shirts,
Denims, Sleep Suits and other ready-made garments

 1997 - The Company has launched women's wear, children's wear and household
products in the last few months.

 2001 - Retail major Pantaloons have forged an alliance with Arvind Mills for the
supply of fabric and apparel for its in-house brands.

 2012 - Kishore Biryani’s Pantaloons Retail to be re-named as ‘Future Retail India

Ltd’ post demerger.

 With the chain of 71 fashion store in 35 cities and towns, pantaloons are constantly
extending its footprints into the rest of the modern India.

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TEXTILE BRANDS OF ADITYA BIRLA

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BRANDS OFFERED BY PANTALOONS

The women’s section houses the private labels — Bare Denim, Bare Leisure, Rig, Annabelle,
Honey, and Ajile — in western wear, as well as the choicest ethnic wear from RangManch,
Trisha and Akriti. Popular brands like Lee Cooper, Biba and W are also available.

The private labels for men in western wear include Lombard, Rig, Bare Denim,Bare Leisure
and JM Sport apart from trendy brands like Urbana, Scullers, JohnMiller, and Indigo Nation.
Akriti provides a wide selection of ethnic wear.

Kids can choose from private labels like Bare Denim, Bare Leisure, Rig, or indulge in
exclusive brands like Lee Cooper Juniors, Chalk, Pink & Blue, and Sach in addition to
international brands like Barbie and Disney. For the ethnic look, they can opt for traditional
wear from Akkriti.

Pantaloons offer much more than just apparel. Customers can shop from an assortment of
watches from renowned international brands like Tommy Hilfiger, Esprit, Kenneth Cole,
Citizen, Timex, and Titan, among other brands.

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 ORGANIZATION STRUCTURE

CEO

AREA MANAGER

CATAGORY

STORE MANGER

ASSISTANT DEPARTMENT
DEPARTMENT MANAGER
MANAGER

CUSTOMER SERVICE TEAM MEMBER FASHION ASSISTANT CASHIER

DESK

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VISION, MISSION AND VALUES

 STATEMENT OF VISION:

To be the premium Global conglomerate with a very clear focus on each

 STATEMENT OF MISSION:

Delivering the Superior value to customers, employees, Shareholder, and society at large

 VALUES:

Integrity Honesty in every action

Commitment Deliver on the promise

Passion Energized action

Seamlessness Boundless in letter and spirit

Speed One step ahead always

ORGANIZATIONAL DEPARTMENTS
 Buying Department

 Planning Department

 Marketing Department

 Finance Department

 HR Department

 Admin Department

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All the above departments work closely with each other to complete their task and achieve
their individual goals. Each department is interdependent with each other. The objective of
these departments is to accomplish mission and vision of the company

BUYING DEPARTMENT

Buying department has a discussion with the planning department and then they decide what
merchandise need to be stocked. In order to get the samples approved and range of
merchandise, attain Fashion events and forecast trend they work closely with design
department. They keep in touch with the suppliers, Vendors and also interact or have
discussion with the other departments like sourcing Finance marketing Human resource to get
advice that will help company in achieving their goals and targets by fulfilling Individual
Goals.

PLANNING DEPARTMENT

Planning department is known as the backbone of the company as it the duty of planning
Department to control the inventory and coordinate with all the teams and have meetings on
regular basis and give instructions to all the teams like buying .these department is also
known as inventory Management and Distribution management department. These
departments make plan, option Plan, allocation, monitors end of season sale, day wise sale,
monitors stock in the warehouse and store. They offer planning and do allocation of
merchandise according to the requirement of particular stock in particular store and also
recommend buyers in which style is hitting the shopping floors, Monitors sales, stock in
warehouse, and shop Floor.

OPERATION DEPARTMENT

Operation department includes all those who work in the organization from top level
management to the bottom line workers who are engaged in loading and offloading of trucks
at retail distribution centres and manufacturing plants and they make sure that employees are
working effectively and smoothly and professionally so that business runs well.

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ADMINISTRATION DEPARTMENT

The assistants within these departments are responsible for communicating with clients, staff
members on behalf of their employer and outside vendors. These departments are interrelated
to Human Resource Department. They greet customers Clients, answer the Phone, and take
messages and sets up meeting. overall we can say that they are managing and distributing
information within the office like greeting clients, employees, maintains files, record of
expenditure, Stationary printing, Housekeeping, etc.

MARKETING DEPARTMENT

In these department there are three teams such as ATL( Above The Line), BTL(Below The
Line)and Loyalty .They Basically communicate the value of product to the Customers. In
ATL they are covering large Geographical area by advertising through Radio, TV, and
National newspapers and in BTL they are covering particular targeted area and by organizing
shows and events whereas in loyalty they are distributing cards and coupons to the customer
in order to check their loyalty and then start analysing their need and offer discount to
customers and is one of the innovative and creative department generating new ideas.

FINANCE DEPARTMENT

This department’s responsibility is to organize the financial and accounting affairs including
the presentation and preparation of appropriate accounts and the provision of financial
information for managers. The major role of finance department is to identify appropriate
financial information before or prior to the communicating it to the decision makers and
managers so that they can take informed decisions and judgments based on these data.

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There are various types of payments being received by the Pantaloons at the time of sale
and they have tie up with certain wallets in order received payments. They are as

Type of Payment

 Cash  E-gift card  UBI card –

 Cheque  UPI  American express
 Gift card  Payment Apps card
 Gift voucher  Green Card  Accord Coupon
Corporate  Bajaj Finance

HR DEPARTMENT

In pantaloons, HR is primarily concerned with how people are managed within the
organizations, focusing on policies and systems. Human resource department is responsible
for number of activities such as training and development of employees, Performance
appraisal, recruitment, and rewarding. Human resource assistant may process and regularly
update personnel, payroll and job applicant records. Human resource management is
designed to maximize employee performance in service of their strategic objectives. In

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pantaloons the staffs is also trained to understand the green card benefits to the customers so
that they can increase customers loyalty.

Part – III

Primary Study

INTRODUCTION TO THE STUDY

It is no longer enough to satisfy customer.You must delight them.”- PHILIP KOTLER

My project title is “A STUDY ON IMPORTANCE OF CUSTOMER SATISFACTION IN

RETAIL INDUSTRY’’. Involves studying the customer’s satisfaction within the store, with
the ambiance, with the brands and service provided and for this it is necessary to understand
to the needs of the customers and interact with them.

It is essential to understand the need of the customer’s and to serve them better and to do so,
management should try and understand the key factors which are affecting the customers in
making their buying decisions. Satisfied Customers are the assets of the business concerns
and Customer satisfaction is the key factor in the formation of the consumers future purchase
intentions. In order to gain loyalty of the customers and to make sure there are repeat
purchases it is necessary to satisfy and facilitate customers with the value of the product.

The best way to find out the level of satisfaction of customers is to do survey on consumer
using a questionnaire through which management can get the idea about the changes that
customers want and can identify opportunities and monitor impact of the key factors. A
satisfied customer will give their favourable responses and positive experience to the other
persons and a dissatisfied customer will exaggerate about the negative experience. So the
retailer must try to satisfy and delight them with the service which enhances differentiation.

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 PROBLEM STATEMENT

A research problem in general refers to some problem difficulty which a researcher

experiences in context of either a theoretical or practical situation and wants to find the
solution for the same.

In these Era of competition and advancement in the technology the retail sector is growing at
a fast pace. Every company or firm are trying to provide their customers with best services.
For these purpose I am preparing a research report on“A STUDY ON IMPORTANCE OF
CUSTOMER SATISFACTION IN RETAIL INDUSTRY’’.

This report helps the Pantaloons store to know about the customer’s opinion towards the
product quality, customer’s behaviour for purchasing the product.

The various problems of the survey are:

 To find out whether the customer are satisfied or not

 To find their level of satisfaction

 To find out what they feel about the services at Pantaloons

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 RESEARCH OBJECTIVE

The objectives of the study are:

 To know about the consumers purchase intentions towards the product.

 To know which factors influences them to make their buying decisions.

 To get insights about the customers regarding their attitude about the brands available
at pantaloons.

 To know about their level with the product quality, variety and services at Pantaloons.

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 RESEARCH METHODOLOGY

INTRODUCTION
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. In it we study the
various steps that are generally adopted by a researcher in studying his research problem
along with the logic behind them. It is necessary for the researcher to know not only the
research methods/techniques but also the methodology. Researchers not only need to know
how to develop certain indices or tests, how to calculate the mean, the mode, the median or
the standard deviation or chi-square, how to apply particular research techniques, but they
also need to know which of these methods or techniques, are relevant and which are not, and
what would they mean and indicate and why. Researchers also need to understand the
assumptions underlying various techniques and they need to know the criteria by which they
can decide that certain techniques and procedures will be applicable to certain problems and
others will not. All this means that it is necessary for the researcher to design his
methodology for his problem as the same may differ from problem to problem.

From what has been stated above, we can say that research methodology has many
dimensions and research methods do constitute a part of the research methodology. The scope
of research methodology is wider than that of research methods. Thus, when we talk of
research methodology we not only talk of the research methods but also consider the logic
behind the methods we use in the context of our research study and explain why we are using
a particular method or technique and why we are not using others so that research results are
capable of being evaluated either by the researcher himself or by others. Why a research
study has been undertaken, how the research problem has been defined, in what way and why
the hypothesis has been formulated, what data have been collected and what particular
method has been adopted, why particular technique of analysing data has been used and a
host of similar other questions are usually answered when we talk of research methodology
concerning a research problem or study.

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 DATA SOURCES

1. SECONDARY DATA:

Secondary data are those data which have been already collected and analysed by
some earlier agency for its own use; and later the same data are used by different
agency.

METHODS OF SECONDARY DATA COLLECTION:

a) Internal secondary data.

 Sales analysis

 Invoice analysis

 Accounting records

b) External secondary data

 Libraries

 Literature

 Periodicals

 Census & registration

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 DATA INTERPRTATION AND ANALYSIS

DATA ANALYSIS

Data analysis is an on-going throughout the entire Research project.

Analysis is the very first interaction between the researcher and Participant, this is very much
important perspective given the interpretive nature of the analysis and the emergent nature of
Qualitative Research design.

There are many types of data analysis:

Some of them are basic in nature such as:

 DESCRIPTIVE DATA ANALYSIS

 EXPLORATORY DATA ANALYSIS

 INFERENTIAL DATA ANALYSIS

 PREDICTIVE DATA ANALYSIS

 CAUSAL DATA ANALYSIS

 GRAPHICAL DATA ANALYSIS

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SWOT ANALYSIS OF PANTALOONS

STRENGTHS

 It is India’s largest retailer having 100 plus fashion stores across 86 locationsin India.

 It is always updated with changing consumer preferences.

 It manages highnumber of purchase orders.

 Pioneer in the industry, largest market share and capitalization.

 Reputation for value for money (competitive pricing), convenience and a wide range of
products.

 Highly strategic human resource management and development.

 Most trusted and respected brand by the consumers.

 Being financial strong helps pantaloons retail India deal with any problems, ride any dip in
profits and perform their rivals.

 Development & innovations are high at pantaloons India with regards to a product,
consumers preferences and lifestyle changes which keeps it’s ahead of its competitors.

WEAKNESSES
 It serves mass consumer base but still skilled labour force is not adequate.

 Pantaloons’ does not function internationally, which has an effect on success, as they do
not reach consumers in overseas markets.

 Since pantaloons retail India ltd sell products across many sectors , it may not have the
flexibility of some of its more focussed competitors.

 Easy business lines faces competitions from specialty companies. Fashion segment,
shoppers stop, trend, lifestyles.

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OPPORTUNITIES

 Increase in footfalls by increasing -TV commercial promotions.

 New products and new segments.

 Selling through different channels.

 Huge untapped market

 Rural retailing

 Opportunities to continue with its current strategy of large, super centres

THREATS

 Increase in trend of online shopping.

 Government policies.

 Strong competition from unorganized retail sector in India.

 Extra completion and new competitors entering the market could unsteady pantaloons
retail India

 A slow economy or financial slowdown could have a major impact on pantaloons Retail
India business and profit

 Consumer’s lifestyle changes could lead to less of a demand for its product/ services.

 Price wars between competitors, price cuts and so on could damage profits for pantaloons
retail India.

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 RESEARCH FINDINGS

The research findings of the study are:

 Most of the Customers visiting the Pantaloons Fashion & Retail Ltd. are females and
the most preferred Brand by the Customers is Honey.

 From the above interpretation I have found that the most preferred Section is
women’s i.e.51% and 61% of the customers visit pantaloons once in a month.

 Pantaloons is a point of attraction to Customers due to discounts offered and schemes

provided by the store but the Customers did not find it Promising or satisfactory and
wanted enhancement in the Discounts.

 Most of the Respondents visiting pantaloons did not find different sizes and footwear
needs improvement.

 Employees at the Pantaloons were using the parking space of the mall and therefore
respondents were not getting enough space and therefore they were dissatisfied.

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 CONCLUSION

 This research report highlights strengths and weakness of pantaloons in order to

compete in a smarter way and this research report aims to study consumer’s attitude
towards Pantaloons. Major players of Pantaloons are Reliance Trend retail, Big
Bazaar etc. and Retail industry in India is growing at a fast pace and Pantaloons
captures large market share and should try and get more benefit from it.
Recommendations given should also be taken into consideration.

 More than 65% of the customers come in between the age of 22-35 and according to
these data store should give more importance to this segment and attract more
customers in order to maximize their revenue and make loyal consumers. Customers
should be provided a good billing experience is vital for a retailer. Sometimes
Customers get exhausted standing in a queue for long.

 The factor that affects the customers to the pantaloons, as in the store mainly focus on
their in house brand availability and value of money. Most of the customers believe
that pantaloons have their own branded products and are offering to the customers at
reasonable price.

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 BIBLIOGRAPHY

Books:
 Marketing Management- Philip kotler.
 Research Methodology- C. R. Kothari

Website:

 www.pantaloons.com
 www.adityabirla.com

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