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WIP PRESENTATION

By:Pascal LakraPGDM DM16C31

Topic: Analysis of customer buying behavior in men’s casual section

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SCPS

Sector: Retail

Company: Pantaloons

Product: Apparels

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SECTOR INFORMATION• Indian retail is 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

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CONT.• Increasing participation from foreign and private players to boost retail

infrastructure, FDI inflow in retail for September 2016 stood at USD909.12 million

• 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

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10%

90%

GDP CONTRIBUTION

RETAIL SECTOR

OTHER SECTORS

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 7.46%

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REASONS FOR GROWTH:• Rising income and demand for quality products to boost consumer expenditure.

Consumer expenditure estimated USD3.6 trillion by 2020, USD1.25 trillion in 2015

• Increasing investments as foreign retailers are continuously entering the Indian market cumulative FDI inflow in retail for September 2016 stood at USD909.12 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 USD 100 billion by 2020 growing from USD 30 billion in 2016

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RETAIL

ORGANISED

UN-ORGANISEDE-RETAIL

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ORGANIZED 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).

• 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 penetrationOrganised retail penetration

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DRIVERS OF ORGANIZED RETAIL

• Favorable demographics

• Rise in income and purchasing power of the customers

• Change in consumer mind set

• Brand consciousness

• Easy consumer credit

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PORTER’S FIVE FORCES ANALYSIS

COMPETITIVE RIVALRY

(Moderately- High)

SUBSTITUTE

PRODUCTS(High)

THREAT OF NEW

ENTRANTS(High)

BARGAINING POWER

OF SUPPLIERS

(Low)

BARGAINING POWER

OF CUSTOMERS

(High)

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S.W.O.T.

StrengthsWell-established brand.Economic Pricing.Quality apparel.

WeaknessesWide span of control.More complexity.Applications of IT.Employee retention.

OpportunitiesMerge with Global Brands.Growth in middle class group.Increase in disposable Income

ThreatsBeing pioneer, extensive competition.New entrants.International exposure of competitors.

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COMPANY

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BOARD & MANAGEMENT TEAM• Mr. Kumar Mangalam Birla

Chairman – Aditya Birla Group 

• Mrs. Rajashree BirlaChairperson, The Aditya Birla Centre for Community Initiatives and Rural Development

• Mr. Ajay SrinivasanDirector, Financial Services

• Mr. Pranab BaruaBusiness Director – Retail & Apparel

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VISIONTo be a premium global conglomerate,

with a clear focus on each of the businesses

MISIONTo deliver superior value to our

customers, shareholders, employees and society at large.

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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

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• 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

CONT.

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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 women’s BIBA

Global DESIWomen(W)

ANDJealous 21

Krauss

Non Pantaloons Brands for men’sLevis

Pepe JeansCelio

Peter EnglandJohn MillerAllen Solly

BRANDS

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PANTALOONS PAYBACK LOYALTY CARD 1 points for each 100 rupees spent. Points can be redeemed later.

90 day return period instead of 30.

Can request free merchandise delivery within 3kms.

Can request a personal shopping assistant in store.

Easy exchange without the bill.

Sale preview

The points from a single purchase takes 72hours to get updated.

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MAJOR COMPETITOR

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PROJECT OBJECTIVES

PROJECT TYPE: Descriptive research METHOD ADOPTED : Survey method

Project Title – Analysis of customer buying behavior in men’s casual section

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

PROJECT METHODOLOGY

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Type of sampling: convenient sampling

Sample size: 50

Sample area: Pantaloons, SGS Mall

Primary and secondary data

Data collection method: Survey

Data collection tool: Structured questionnaire

Statistical tool: Percentage and mean

Data presentation: Pie charts and Graphs

DATA STUDY

SAMPLING

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ANALYSIS OF THE QUESTIONS

18 – 25 15

26 – 35 21

36 – 45 8

46 – 55 0 

56 and above 6

30%

42%

16%

12%

18 - 2526 - 3536 - 4546 - 5556 and above

Q.1) What is your age group?

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Yes 42

No 8

84%

16%

yesno

Q.2) Have you ever shopped at pantaloons before?

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once a month 7

2 to 3 times in a year 23

5 to 6 times in a year 12

17%

55%

29%

once a month 2 to 3 times in a year

5 to 6 times in a year

Q.3) How often do you shop annually at pantaloons?

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Poor  0

Average 1

Good 10

V.Good 36

Excellent 3

2%

20%

72%

6%

Poor Average GoodV.Good Excellent

The mean calculated of the above data is 3.82 which is almost 4 which is Very Good.

Q.4) How do you rate the display standards in the store?

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Brand/ranks 1 2 3 4 5Urban Eagle   1   7 1

Rig   5 2 1 1Celio 3 7 2 2 5Levis 13 4 4 12 7S.F. 11 3 3 3 9

Bare Denim 7 5 7 1 9Spykar 9 7 9 10 8

John Players   4 6 7 5Pepe Jeans   6 16 4 4

Ajile 7 8 1 3 1

Q.5) Which brand would you prefer shopping from in men’s casual section?

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Urban Eagle

Rig Celio Levis S.F. Bare Denim

Spykar John Players

Pepe Jeans

Ajile0

2

4

6

8

10

12

14

16

18

12345

Urban Eagle Rig Celio Levis S.F. Bare

Denim Spykar John Players

Pepe Jeans Ajile

19 29 58 124 91 87 128 53 84 77

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Highly Dis-satisfied 0 

Dissatisfied 0 

Neutral 16

Satisfied 26

Highly Satisfied 8

32%

52%

16%

H.Dissatissfied DissatisfiedNeutral StisfiedH.Satisfied

The mean calculated of the above data is 3.84 which is almost 4 which is satisfied.

Q.6) Rate your satisfaction with respect to availability of your preferred choice?

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1 Excellent 0 

2 Very Good 11

3 Good 20

4 Average 16

5 Poor 3

22%

40%

32%

6%

Excellent Very Good GoodAverage Poor

The mean calculated of the above data is 3.22 which is almost 3 which is Good.

Q.7) How do you find the brand and product availability for men’s casual section in pantaloons?

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1 Poor 0 

2 Average 1

3 Good 12

4 Very Good 19

5 Excellent 18

2%

24%

38%

36%

Poor Average Good V.Good Excellent

The mean calculated of the above data is 4.08 which is almost 4 which is Very Good.

Q.8) How was your shopping experience today?

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H.Dissatisfied Dissatisfied Neutral Satisfied H.SatisfiedStaff Service     12 24 14

Pricing   7 19 22 2Product Quality   1 17 22 10

Variety   2 23 20 5Billing   8 21 18 3

Staff Service

Pricing Product Quality

Variety Billing05

1015202530

H.DissatisfiedDissatisfiedNeutralSatisfiedH.Satisfied

Q.9) Rate our Satisfaction with respect to following parameters:

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  Yes No

Greeted at the store 38 12

Explained Product features

41 9

Encouraged to try our products

47 3 Greeted

at th

e stor

e

Explai

ned Pro

duct fea

tures

Encoura

ged to

try o

ur pro

ducts0

1020304050

38 4147

12 93

YesNo

Q.10) During your visit Today, Were you (select yes or no)

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FINDINGS

Preference of customers are with respect to the brand

Not many customers know about the in-house brands

Less options present on the large preferred factor that is the size

Less effective supply of merchandise

Supportive staff and service

Less follow-up of punctuality

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RECOMMENDATIONS Proper preparations for billing process

Keeping track of merchandise being sold (size and colour)

Strictness in timings of the staff

Provide a relaxing space for the senior citizen

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THANK YOU