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1WIP PRESENTATIONANALYSIS OF CONSUMER BUYING BEHAVIOUR OF MEN’S FORMAL AT PANTALOONS.SUBMITTED BY: ABHIJEET SINGH (DM16D01)
2 SECTOR INFORMATION
The retail sector in India is emerging as one of the largest sectors in the Indian economy. Indian retail one of the fastest growing markets in the world due to economic growth. By 2020, retail market in India is projected to reach USD1.3 trillion from USD672 billion
in 2016. Supermarkets to total 8,500 by 2016 from 500 in 2006. Increasing participation from foreign and private players to boost retail infrastructure. Revenue generated from online retail is projected to grow to USD60 billion by 2017 and
USD70 billion by 2020 from USD6 billion in 2015. Retail industry is expected to grow to USD 1.3 trillion by 2020, registering a CAGR of
23.09% between 2000-2020
3 10%
90%
GDP CONTRIBUTION
RETAIL SECTOROTHER SECTOR
2000 2002 2004 2006 2008 2010 2012 2013 2015 20200
2000
4000
6000
8000
10000
12000
14000
204 238 278 321 368 424 518 490 600
13000
COMPOUND ANNUAL GROWTH RATE
COMPOUND ANNUAL GROWTH RATE
CAGR 23.09%
4 REASONS FOR GROWTH Rising income and demand for quality products to boost consumer expenditure.
Consumer expenditure estimated US$3.6 trillion by 2020 US$1.25 trillion in 2015
Increasing investments as foreign retailers are continuously entering the Indian market cumulative FDI inflow in retail for September 2016 stood at US$909.12 million and is expected to increase with 51 per cent
Online retail business is the next generation format which has high potential for growth in the future. The industry is projected to reach US$ 100 billion by 2020 growing from US$ 30 billion in 2016
5
RETA
IL ORGANISED
UN-ORGANISED
E-RETAIL
6 ORGANISED RETAIL Organized Retail Penetration (ORP) in India is low (8 per cent) in 2015
compared with that in other countries, such as the US (85 per cent). This indicates strong growth potential for organized retail in India .
In 2019, it is estimated that organized retail penetration share would reach 13 percent and unorganized retail penetration would hold a major share of 87 percent.
Organized retail penetration (2019)
87%
13%
Unorganised retail penetration Organised retail penetration
7 Drivers of organized retail
Demand drivers Rising income levels Increased urbanization Growing aspiration levels and appetite to experiment Credit availability
Supply drivers New entrants Expansion plans of existing players Infrastructure augmentation Emergence of new categories
8 COMPANY SNAPSHOT Pantaloons Fashion & Retail Limited is an Indian premium clothing retail
chain. The first Pantaloons store was launched in Gariahat, Kolkata in 1997.
COMPANY NAME PANTALOONSSECTOR RETAILPARENT ADITYA BIRLA GROUPNUMBER OF LOCATION 165 (APPROX)
CEO SHITAL MEHTAHEADQUARTER Mumbai, Maharashtra, India
9 Pantaloons was previously controlled by the Future Group, but has now been taken over by Aditya Birla Nuvo Limited (ABNL).
Pantaloons has now become a leading retailer in Indian retail industry.
Pantaloons provides service to consumers in terms of apparels, accessories like footwear, sunglasses, watches, cosmetics.
One of the largest loyalty programs: ~4.5 MN members - 60% of sales.
Rich portfolio spanning men’s, women’s western, women’s ethnic and kids
10
Pantaloons Brand for men’sF factor
Richard parkerByford
Urban EagleSF
Bare Denim
Pantaloons Brand for women’sHoney
RangmanchTrishaaAkriti
Candy New yorkAnnabelle
Non Pantaloons Brands for men’s
LevisPepe Jeans
CelioPeter England
John MillerAllen Solly
Non Pantaloons Brands for women’sBIBA
Global DESIWomen(W)
ANDJealous 21
Krauss
BRANDS
11BRANDS OFFERED
12 MAJOR COMPETITOR
Shopper’s stop Max Westside Lifestyle Central
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VISION: We shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the most Profitable Manner.
MISION: Infuse Indian Brands with Confidence and Ambition.
MARKET SIZE:
• Market leader in the Retail Industry.
• Captures 43% of the Retail Industry.
• Organized retail sector growing at rate of 5%• .• Growing Middle Class Group
14 PROJECT DESCRIPTIONSample Size – 40 Secondary objectives are:
To study the frequency of customer’s visit to the store.
To study the effectiveness of display of the store in attracting the customers.
To study the satisfaction with respect to different parameters.
SAMPLING
Type of sampling: convenient sampling
Sample size: 40 respondents
Sample area: Pantaloons, SGS Mall
15
DATA STUDY Type of Data – Primary & secondary Data collection Method – Survey Data collection Tool – Questionnaire Structured Statistical tool – Percentage, Mean Data presentation – Graph, Pie Chart
16
QUESTIONS ANALYSIS
AGE GROUP WHO IS VISITING THE STORE
18 to 25 years 13
26 to 35 years 16
36 to 45 years 9
46 to 55 years 2
56 years and above 033%
40%
23% 5%
YEARS
18-25 26-3536-45 46-5556 AND ABOVE
The above data shows the age groups of the respondents. And by the graph it can be denoted that the majority of the customers visiting pantaloons are from young group of people.
17Q.1)Have you ever shopped at pantaloons before?
yes 35
no 5
YES 72%
NO28%
ARE YOU SHOPPED AT PANTALOONS BEFORE
YES NO
From the above pie chart it is clear that out of 40 respondent 35 respondents are visiting to the store before, and 5 respondent are not visiting before. It means many customer are visiting who is shopped before.
Once a month 18 2 to 3 times in a year
8
5 to 6 time in a year 9
Q.2) what is your frequency of shopping at pantaloons?
27%
11%62%
Sales2-3 times in a year5-6 time in a yearonce a mponth
The above question and data shows that out of 40 customers around 62% are regular visitor as well 27% of customers are less frequent visitors and 11% customers are very occasional visitors.
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Q.3) How do you rate the display standard in the store?
3% 5%
40%40%
13% 12345
1 (Poor) 1
2 (Avg) 2
3 (good) 16
4 ( V. good) 16
5 (Exc.) 5
Calculation of mean:
{(1x1)+(2x2)+(16x3)+(16x4)+(5x5)}/40 = 3.55 ; it is almost 4 that is Very Good.
The above question and graph shows the response of the customers towards the display at the store where X-axis is the rating from poor to excellent and Y-axis is the number of people.
19 Q.4) which brand would you prefer shopping from in men’s formal section? (Give ranking from 1 to 5, 1 being the most preferred)BRAND NAME
1 2 3 4 5 Total score
Louis Philips
7 10 10 6 7 124
Van Heusen
9 13 6 8 4 135
Peter England
14 7 8 6 5 139
Richard Parker
4 5 7 10 14 95
John Miller
6 5 9 10 10 107
40 40 40 40 40
LP VH PE RP JM02468
10121416
79
14
46
10
13
75 5
10
68
79
68
6
10 10
7
45
14
10
1 2 3 4 5
Inference: From the Above chart it is clear that the brand preferred shopping from men’s formal section in the pantaloons is up to the mark out of 40 respondent.
SO, PETER ENGLAD is the most prefer brand in pantaloons because here we can see PE brand total score is more than other brand and second prefer brand is VAN HEUSEN.
In pantaloons least preferred brand is Richard parker because of total score is 95. So here we can say in Pantaloons in – house brand are not prefer brand in men’s formal section at pantaloons SGS location PUNE.
So, Peter England is most prefer brand of men’s formal in pantaloons SGS LOCATION.
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Q.5) Rate your satisfaction with respect to availability of your preferred brands?
1 (Highly Dis.) 2 2 (Dis.) 4 3 (Neutral) 9 4 (Satis.) 20 5 (Highly Satis.)
5
1 2 3 4 50
5
10
15
20
25
24
9
20
5
This question shows the attitude of the customers with respect to the brand and product availability which can be calculated by finding the mean
The mean of above data is 3.55 which can be said approx. 4 that is Satisfied.
21Q.6) Brands and products availability for men’s formal in pantaloons is.
Excellent (1) 3Very Good (2) 9Good (3) 15Average (4) 10Bad (5) 3
1 2 3 4 502468
10121416
3
9
15
10
3
From the Above chart it is clear Brand and Products availability in the pantaloons is up to the mark out of 40 respondent 15 respondent liked good where 10 respondent view very good options.it means brand and products in pantaloons is qualitative and doing fine jobs.
The mean of above data is 3.025 which can be said approx. 3 that is good.
22 Q.7) How was your shopping experience today?
Poor (1) 0
` Avg. (2) 4 Good (3) 18 V. Good (4) 12 Exc. (5) 6
1 2 3 4 502468
101214161820
02
18
12
6
From the Above chart it is clear shopping experience in the pantaloons is up to the mark out of 40 respondent 18 respondent liked good where 12 respondent view very good options.it means pantaloons customers are satisfied
The mean of above data is 3.5 which can be said Pantaloons customer Experience is above the good and below the very good.
23 Q.8) Rate your Satisfaction with respect to following parameters.
S.N. Parameter
Highly dis.
1
Dissatisfied
2
Neutral
3
Satisfied
4
Highly satis.
5
1 Staff Service 1 2 4 17 162 Pricing 1 3 15 16 53 Product quality 2 2 9 22 54 Variety 2 5 17 13 35 Billing 2 2 8 21 7
1 24
17 16
13
15 16
52
5
17
13
32 2
8
21
7
0
5
10
15
20
25
1 2 3 4 5
staff service
pricing
product quality
variety
billing
The mean of above data is 4.125 which can be said approx. 4 that is Satisfied for the staff service.
The mean of above data is 3.5 which can be said Pantaloons customers think about pricing which above the neutral point and below the satisfied point.
24 The mean of above data is 3.65 which can be said approx. 4 that is Satisfied for the Product Quality.
The mean of above data is 3.72 which can be said approx. 4 that is Neutral for the Billing.
The mean of above data is 3.25 which can be said approx. 3 that is Neutral for the staff Variety.
So we can see here is staff service is very good as compare to the other option.
25Q.9) A. Greeted at the store
yes 31no 9
78%
23%yesno
B. Explained Product features yes 27no 13
yes68%
no33% yes
no
C. Encouraged to try our productsyes 32no 8
80%
20% yesno
The above question shows the number of customers being greeted, explained about the product and were encouraged for a try out. This shows the staff being inclined towards the company’s three main point of view of providing service to the customer at the floor.
26 OBSERVATIONS& FINDING After the Internship, I came to the conclusion that Pantaloons is the most likely store in
PUNE.
Its immediate competitor is Shopper’s Stop & MAX.
One positive sign for Pantaloons is that it has become the choice for middle class people in PUNE.
At the same time customers belonging to the higher class society complain about the service provided to them.
The customers are also unhappy with the limited brands available in the store.
Gestures like “Namaste” are always missing from the floor staff.
27 I was able to find out the frequency of customers visit that 51% of the customers are moderate visitors
that is almost to 1 times in a month.
The display standards of the store also has the impact on shopping and visit of the customers as the findings show that the 80 % of the total customers have rated good and very good in the display likeness of the store.
Then comes the satisfaction with respect different parameter taking them one by one:
Brands preferred by the customers is the outhouse brand with respect of the quality and brand name and secondly the price factor of the product.
The others parameters such as the staff service, price and the quality of the products, the variety of options available and lastly the billing process in any store .
There is staff service is very good .
28 CONCLUSIONS It was a great experience to explore the retail sector of pantaloons.
Shopping in India has witnessed a revolution with the changes in the consumer buying behavior and the whole format of shopping altered .Pantaloons ranks in the pyramid of Indian retail with its brilliant consumer centered approach and marketing.
Recommendations There should be more billing counters as during weekends there is more
rush so as to handle customers in a better way. Value added services can be improvised so that customer avail those
services and produce positive feedback towards the brand. There should be more variety of the product.