It gives me immense pleasure to acknowledge my deep sense of gratitude to

Mr. Kapil Sharma (Marketing Head) & Mr. Amit Verma (Departmental
Head) for providing me an opportunity to enlighten me from their rich &
varied experience during the different stages of my training.

The efforts put by me during the development of this project would not have
been a success, had it not been for the people around me, who encouraged &
help me at all times. I am also thankful to Mr. Sameer Mathur (Stores
Manager) who encouraged me a lot. I am grateful to my friends & parents
who helped me during the different stages of my project.

I owe this moment of satisfaction with a deep sense of gratitude to my

Management Department who motivated me right from the beginning. The
interest, skillful continuous guidance & constant supervision at every stage
of project have been the greatest help to me to bring out this work in its
present form.

(Priti Sharma)
 M.B.A-III sem

I, Priti Sharma, the student of M.B.A. (III sem), TIT&S

Bhiwani, hereby declare that I have completed this project myself during
summer training under the title “CUSTOMER FEEDBACK” in Gurgaon,
for a period of 8 weeks started from 4th June to 4th August.

All the information is wholly my own and original and

not copied from anywhere else.

(Priti Sharma)
M.B.A. III sem.
Industry Profile
Company Profile
• Background
• Growth
• Pioneering
• Brands
• Concept & Evolution
• Retail space
• Business Division
 Big Bazaar
 Food Bazaar
• Pantaloon Performance Drivers
• Vision
• Rewards & Recognition
Unit Profile
Project undertaken
Preface
Research Design
• Population
• Sampling Procedure
• Sampling Unit
• Sample Size
• Data collection Method
• Limitations
Data Analysis
Conclusion
Recommendations
Annexure
• Questionnaire
• Bibliography
Retailing occupies a pre-eminent position in all economies. Retailing
includes all those activities that involve the sale of goods and services to
ultimate consumers for personal, family and household use. Indian
consumers are always known for its price sensitivity. Change in Indian
retailing has been constant but the pace of development is fast over past few
years.

According to survey conducted by CII & McKinsey, the total number of

retail outlets in India are more than 12 million. The survey estimated that
retail segment in India contributes more than 10% to the GDP and employs
around 8% of the total workforce. The high contribution is attributable to the
fact that India has the largest retail outlet destiny relative to population.
Compared to the number of retail outlets per 1000 people, India has 5-10
retail outlets where as it is just 3.7 in US. This itself highlights the extent of
retail penetration in India.

Now the Indian Retail Industry is moving from unorganized retail to

organized retail. Organized retail include departmental stores, hyper markets,
discount stores etc. where all shopping needs of the consumers are met at
one place like that of home needs, apparels, beauty, toys, food, electronics
etc.

Gone are the days when consumers needed to visit a no of places to address
their shopping list. Small shops, niche shops made that type of shopping
expensive and inconvenient. But now all small needs can be met through big
departmental stores, which make the shopping convenient for consumers by
providing consumer durable and consumer perishables under a single roof.

Organized retail is a big revolution to Indian economy, which not only

contribute to convenient shopping but also contribute to national growth.
Just think! In a country where 96 percent of the retail outlets are packed into
less than 500 square feet, but the average size of these kind of departmental
stores is around 15,000 square feet. In a country where departmental store
refereed to well segregated godown, but now it means big retail store where
all FMCGs are available under one roof.

TRADITIONAL VIEW:

India is the country having the most unorganized retail market. Traditionally
the retail business is run in a shop in the front of the house. Making India a
nation of shopkeepers. The estimated number of outlets in India was 5.37
million in 1999. This means at least 5.5 outlets per 1000 people, the highest
number of outlets per capita in the world. These outlets however, barely
come within the organized sector. But now the number has increased to 12
million. The retailing landscape is dominated by small independent outlets,
which have less than 500-sq.feet space but together contribute an
extraordinary 96% of total resale. But now the retailing landscape has
increased to 15000-sq.feet space.

The manufacturers use to distribute goods through C&F agents to

distributors & wholesalers. Retailers happen to source the merchandise from
wholesalers & reach to end-users. Retailers are the last stage in supply chain,
the merchandise price used to get inflated to a great extent till it reaches
from manufacturer to end user. Manufacturer does not largely control selling
prices.

All the merchandise is purchased as per the test & vim and fancies of the
proprietor also the pricing is done on ad hoc basis or by seeing the face of
the customer. Generally the accounts of trading & home are not maintained
separately. Profits are accumulated in slow moving & non-moving stocks,
which become redundant or consumed in-house. Thus profits were vanished
without their knowledge.
CHANGING VIEW:

Since Indian industry is showing changing faces, the retail industry is not an
exception. Indian consumer wants big in less time. With the changing time,
people are more occupied with work, office, family and children. With this
change in their lifestyle their consuming pattern has also changed. It changed
the shape of retail market into big retail formats i.e. shopping malls,
departmental stores, hypermarkets, super bazaars. The biggest unorganized
retail sector is changing to organized sector. Though it will take time as the
society is dominated by nukkar walas, kirana shops, niche shops etc. the
success stories of Pantaloons, Lifestyles and many more are showing the
trend of potential organized retail market.

UPCOMING ORGANIZED RETAIL SECTOR:

In the opening of 21st century, there is evidence of new forms of retailing.

The retail market is becoming more segmented with retail formats focusing
on the needs of a particular consumer groups. The traditional forms of
independently owned small business and co-operatives are losing their
market share in big areas, metro cities and satellite areas. Now they are
characterized by large scale multiple chains run by powerful and
sophisticated organizations like super bazaars, kendriya bhandar.
Hypermarkets, departmental stores and discount stores.
Retailer Turnover Total floor Total no. of
(Rs Cr) space outlets
(lakh sq. feet)
2003- 2004- 2003- 2004- 2003- 2004-05
04 05 04 05 04
Pantaloon 650 1300 11.0 30.0 31 74
RPG 545 800 5.2 7.5 110 130-134
Shoppers’Stop 404 545 6.3 8.5 13 40
Lifestyle 230 310 3.2 3.2 7 15
Westside 120 - 2.3 3.3 14 18/19
Ebony 85 100 1.7 2.4 8 12
Piramyd 72 140 1.3 5.0 3 7/8
Globus N.A. - 1.5 6.0 * 7 14/15*

Foot Notes: *figures are for the year 2006-07.

PROSPECTS:

With the changing time and customer lifestyles, gone are the days when
shopping used to be a tiring experience, running to purchase the specifics
from place to place. Now it has become an enjoyment for the entire family
where the desires of all family members can be met under one roof. Modern
organized retail sector has become a long way. Though it is in infancy stage
in India catering the needs of specific segments of the society in the areas of
big cities and satellite areas like Gurgaon, Noida etc

According to CII-McKinsey report retailing in India is the biggest industry

with gross sales totaling $180 billion and second largest generator of
employment after agriculture. Retail industry is expected to grow at the rate
of 15-20% per annum in the organized retail sector. The retail sector is
expected to show maximum growth in the areas of Apparels, Food Retailing
and Entertainment.

Big format stores are classified into: -

• Retail malls
• Specialty stores
• Departmental stores
• Discount/Bargain stores
• Hypermarket
• Hybrid stores.

Though the numbers are few but the success stories of these retail formats
can give the picture of retail potential in India. Pantaloons (Biyanis),
Westside (Tatas), Lifestyles (ITC), Food world (RPG), Music World, Marks
&Spencer and many more have made a landmark in Indian organized sector
exceeding Rs.100 crore marks.
Background:

“Pantaloon Retail (India) limited” was incorporated as Manz Wear Private

Limited by Kishore Biyani on 12 October 1987, converted into public
limited company in September 1991, renamed as Pantaloon Fashions (India)
Limited a year later & thereafter into Pantaloon Retail (India) Limited in
July 1999. The company is headquartered in Mumbai & possesses plants at
Tarapore & Mumbai to manufacture garments.
The company’s shares are listed on the Mumbai & NSE. The company’s
market capitalization was Rs 82.10 Cr in 2002 on the Mumbai Stock
Exchange. The promoters, the Mumbai based Biyani family,hold a near 50%
equity in the company. The company has approximately 14,000
shareholders.

Growth:

Pantaloon reported a turnover of Rs 650 Cr in 2003-04, Over this period

company has evolved as from a small manufacturing concern into India’s
largest manufacture-retailer, integrated along the entire value chain. By the
end of the first quarter of 2002-03, the company’s presence had grown to 14
departmental stores & 4 hypermarkets. The company had 2,13,000 Sq Ft. of
Pantaloons departmental stores & 1,72,000 Sq Ft. of Big bazaar discount
stores (end of first quarter, 2002-03).

Pioneering:

Over the years, the company has accelerated growth through its ability to
lead change. A number of its pioneering concepts have now emerged as
industry standards. For instance, the company integrated backwards into
garment manufacturing even as it expanded its retail presence at the front
end, well before this was attempted by any other Indian retail company.

 The company was first to introduce the concepts of the retail

departmental store for the entire family in 1997.
 The company was the first to launch a hypermarket in India with Big
Bazaar, a large discount store that it commissioned in Kolkatta in October
2001.
 And the company introduces the concept of Food Bazaar, a unique Mandi
within a hypermarket, which was launched in July 2002 in Mumbai.

Brands:

The company’s retail presence is marked by visible & reputable brands like:
John Miller, Bare, srishti, HNY, Annabelle, scotsville, Ajile,
pantalength & Pantaloon (India’s no. one trouser).

The company delivers adequate customer choice by stocking non competing

& complementary brands owned by other manufacturers.

Concept:

Pantaloons introduced the concept of the departmental store. It stocked all

the customer lifestyle needs from clothing, home needs, apparels, beauty
accessories & other products. In doing so, the company addressed around
20% of the customer’s shopping basket. In 2002-03, the company took this
initiative an important step further. It introduced the hypermarket discount
store with more than 1,80,000 items --- food, grocery, utensils, kitchen
needs, home needs, bath needs, toys, stationery, electronics & white goods-
that now catered to nearly 60% of the customer’s shopping basket,
translating into higher footfalls & turnover.
Evolution:

1987-88 Product Driven: Began manufacturing trousers.

Stage I

Stage II 1988-92 Brand Driven: Bare and John Miller came in.

Stage III 1992-97 Distribution Driven: Began focusing on

wholesale, multi-level marketing to drive penetration.

RETAIL 1997-2001 Retail Driven: The stores came up, first own
Stage IV
SPACE: label stores, then department stores and other formats.
The 2001-04 Knowledge Based: Begins focusing on capturing
Stage V
company
internal knowledge on consumers, processes,
has 15
Pantaloon
locations…..
Stage VI
stores By 2007, Pantaloons will be Design Driven organization.
across
some of
the most attractive retail designations in India. These locations continued to
be marked by people with a disposable surplus and a discernable willingness
to buy quality products and pay commensurate prices for them.

The company’s coverage is given below:

S.No. Name of the store Retail Space (Sq. feet)
1. Pantaloons, Gariahat, Kolkata 16,000
2. Pantaloons, Hyderabad 16,000
3. Pantaloons, Nagpur 6,000
4. Pantaloons, Adyar 4,500
5. Pantaloons, Himayatnagar, Hyderabad 9,000
6. Pantaloons, Secunderabad 1,500
7. Pantaloons, Crossroad, Mumbai 4,000
8. Pantaloons, Thane, Mumbai 6,000
9. Pantaloons, Pune 10,000
10. Pantaloons, Chennai 22,000
11. Pantaloons, Ahemdabad 34,000
12. Pantaloons, Camac street, Kolkata 46,000
13. Pantaloons, Kanpur 30,000
14. Pantaloons, Pune-INOX 8,000
15. Pantaloons,Gurgaon 58,000
Total Area 2,71,000

BUSINESS MODEL:

It has been calculated that most Indian retail companies enjoy a margin of 28
percent on sales. But the retail cost, estimated at 28 percent of sales
generally leaves them with a little to cover H.O. expenses. This explains why
most organized retailers in India struggle to break even.
Faced with challenging scenario, Pantaloons rewrote some rules.
• It introduced private labels as opposed to selling only popular brands.
• Pantaloons prudently selected apparel as a volumedriver. It manufactured
40 percent of all the garments that it put on its shelves.
• It eliminated supply-chain inefficiencies, reduced costs and passed these
savings to customers.
• It offered an exchange policy with no questions asked.
• It created two product categories to attract the customer with low margin
products and to attract customers buying on an impulse, translating into
higher margins.
Big bazaar ‘Isse Sasta Aur Acha Kahin Nahin’ is the hypermarket
discount store initiative of the company (Pantaloon) commissioned to
address the discount & bargain-hunting tendency of the Indian shopper.

Firstly Big Bazaar was set up across 50,000 Sq. ft. in Kolkatta. Driven by the
resounding success of the concept, four Big Bazaars were rolled out across
2,00,000 Sq. ft. in Hyderabad, Bangalore, & Mumbai.

These include Men’s, Ladies, children apparel, utensils, kitchenware,

stationery, luggage, toys, optical products, a photo studio & an STD booth
among others.

Big Bazaar has more than 50 sales offers across its countries at any time &
these discounts range from 6 to 60%.

The magic of the concept is reflected in the footfall. Big Bazaar attracts
more than 5,00,000 shoppers every month. More importantly, it has emerged
as the first organized store to reach out to a broad customer spectrum-from a
village to a wealthy businessman.

At Big Bazaar, price was the principal value proposition at these stores. The
store sold a variety of products 5 to 60% lower than the corresponding
market price. Schemes of Big bazaar are very popular like ‘buy two get one
free’. Also positioning & product availability in Big Bazaar gained a higher
share of the customer’s shopping basket.
 Food Bazaar ‘Ab Ghar Chalaana Kitna Aasaan!’

In July 2002, Big Bazaar made a challenging extension: It entered the Food
Retail with a 9,000 Sq. ft. Food bazaar at its lower parel store in Mumbai.
Enthused by the phenomenal response, the company has set up Food Bazaar
in other Big Bazaar stores also.

The company’s reason for entering Food retail were:

 Food spending at 53% of personal income outstripped every other
itemized spending in India.
 Despite this high spending, the role of organized food retail in the
country’s total food spend was just one percent.
 Within this under penetration, an interesting pattern was noticed:
organized food retail was estimated to be the fastest growing retail
segment.
 The demand for organized food retail is expected to increase ten-fold
in the next four years based on the following trends: domestic help
becoming expensive as well as the increasing incidence of nuclear
families & working women.

Business model:

The company’s Food Bazaar was adapted to the Indian environment. To

attract regular bazaar-goers, a mandi was created within the Food Bazaar
where consumers could touch, feel, pick & choose products. This choice was
supplemented by the provision for packaged food for the westernized
shoppers.
Food Bazaar prices were priced at wholesale rates below the MRP. Private
labels were introduced for high margin & price-sensitive products like tea,
salt and oil.

Products:

The Food Bazaar stocked an average of 11,000 SKUs. This includes

provisions, vegetables and fresh produce, FMCG products, bakery products,
basic staples, cereals, pulses, cooking oils, flour, spices, dry fruit, health
food, baby food, dairy products, drinks, beverages as well as ready-to-eat,
ready-to-cook products. The incidence of special purchase offers and
discounts made shopping at Food Bazaar highly affordable.

Not surprisingly, within three months of launch, Food Bazaar emerged as the
highest single point sales outlet for FMCG giants. Based on overwhelming
success, the company launched Food Bazaar in each Big Bazaar. Therefore it
had increased the footfalls in very large amount. So company Pantaloon has
decided to blend food and grocery with apparel. Result: food and grocery
created the footfall & apparels generated the profit.
Nation Builder:

Pantaloon is not just another retailer. It is a nation builder this is why it is

their conviction that while the majority of Indian retail stimulates the
national economy, they don’t contribute directly to it, simply because they
are unorganized & hence, outside the purview of the country’s taxation
system.

Pantaloon is proud to contribute directly to national growth through their

organized retail platforms, which generates revenue not just for the company
but also for exchequer.

Effective Strategy:

The effective strategy at Pantaloons is to build a successful traffic plans & an

effective margin strategy to obtain perfection.

On the one hand, a better quality of store, Promotion & Visual Merchandise
has translated into increasing footfalls across all the stores. Pantaloon also
has developed specific categories like accessories, cosmetics, artificial
jewelers, household articles & the in-hose restaurant, which enjoy sustained
customer off take. Over time company has opted to make a large quantity of
the biggest contributor- clothing- within its factories & under its own labels,
translating into higher margins.

Uniqueness Being First:

In a country of more than 12 million retail outlets, the company that thinks
laterally is the one that makes a difference.

 In a country where 96% retail outlets are packed into less than 500
Sq. ft., the average size of Pantaloon’s retail outlet is around 15,000
sq.ft.
 In a country, which grew up with the tradition of carrying cut piece
lengths to the corner tailoring store, the company has launched the
concept of the readymade branded trousers.
 In a country where ‘shirt’ meant plane white & tucked outside the
trousers, Pantaloon created a popular segment under the brand name
of ‘John Miller’.
 In a country, where a store was an outlet in a single location,
Pantaloon introduced a nationwide franchisee model under ‘men’s
wear retail’.
 In a country where ‘factory outlet’ referred to a place that sold
defective goods at a discount, the company introduced a place that
sold contemporary first-rate goods at an attractive price.
 In a country where ‘departmental store’ refereed to a well-segregated
godown, Pantaloons introduced a first rate retail format.
 In a country where a discount store was a place that sold goods at an
attractive markdown for sometime in the year, the company
introduced a store where the discount was institutionalized into its
365-day business model.
 In a country where retailers were content with having specialized
store in one city, Pantaloon opened a chain of stores in 10 cities of
India.
 TO EMERGE AS THE BEST & MOST
PROFITABLE RETAILER IN INDIA

Target Customers:

The core value of company is INDIAN-NESS. The company is developing

an Indian model of retailing. India is a unique country & Indian customers
have a unique culture & value system. That’s why the company is targeting
the family as the customer rather then the individual. It offers products of
Indian taste, a combination of own & shop-in-shop categories & a mix of big
retailer partnering with the small-time shopkeeper.

Dedication:

The company is dedicated to customer satisfaction, that’s why it has no

questions-asked exchange policy & offering products which customers need.
The company follows an inverse pyramid structure of organization where the
board of directors is at the bottom & the customer service executive is on the
top.

Leadership:

The company aims to be a leader & not a follower. The company has taken
initiative to achieve this leadership position by launching multiple retail
formats that target all segments of society.

Self Development:

The company has moved over time from apparel manufacturing to

distributors to franchisee retailing to the departmental format retailing & to
the hypermarket format of retailing. As a result, the company is in a state of
learning.
E & Y Entrepreneur Award:

Entrepreneurs vie for the prestigious annual Ernst & Young Entrepreneur of
the year award. This international recognition, a measure of entrepreneurial
success, is the result of a review of entrepreneurial successes across more
than 20 countries. Mr. Kishore Biyani, Managing Director, Pantaloo,
emerged as a finalist for the 2001 awards.

IFA Awards for outstanding performance in the Business of Fashion:

The retail professional of the year award is given to India’s most admired
brands, companies, retailers and individuals for outstanding achievement.
This is the most prestigious award in the Indian fashion and retail industry.
Mr. Kishore Biyani, managing director, was presented this prestigious award
at the images fashion awards-2002.

India Brand Summit - Award for corporate Excellence:

The CEO of the year award-2002 was given out by the organizing committee
of the India Brand Summit, Mr. Kishore Biyani, was presented the award for
2002.

IMAGES – AC NIELSEN FINDINGS:

Kolkata’s Pantaloons (Gariahat Road) emerged as the city’s most popular,

multi-brand store on a study conducted by Images Panorama and AC
Nielsen.
Industry Honours:

Pantaloon’s finished as number one in the Branded Apparels category in a

survey conducted by ORG-MARG and the Economic Times Research
Bureau. The company’s success was drawn from its ability to develop
quality products that consistently met the customer’s fabric and style
requirements. Pantaloon ranked high on the customer satisfaction
index. Thanks to its reach and its ability to provide quality products at
reasonable prices.

Merchandise Apparel:

The company bought the exclusive rights to merchandise ICC World Cup
2003 apparel and accessories in the Indian subcontinent.
Big Bazaar ‘isse sasta aur achha kahin nahi’ is the hypermarket discount
store initiative of the company commissioned to address the discount and
bargain hunting capacity of the Indian shopper.

At big Bazaar, price was the principal value proposition at these stores. The
store sold a variety of products 5% to 60% lower than the corresponding
market price. Apparel, for instance, was normally cheaper by 25% to 60%.
To popularize discounts, Big Bazaar circulated a Patrika with offer like:
“Kanchan frying pan worth Rs. 250/- free with Dawat premium Basmati rice
worth Rs. 310/-” and “ Buy two bottles of Haveli pickles, Get the third free”.

The magic of the concept is reflected in footfall, Big Bazaar attracts more
than 500000 shoppers every month. More importantly, it has emerged as the
first organized store to reach out to a broad customer spectrum- from a
villager to a wealthy businessman.

In addition to the attractive price differential, Big Bazaar’s draw was its
unusual offer: that the customer could not locate similar product at a lower
sticker price elsewhere within 10 days, then the customer would be entitled
to gift voucher worth twice the amount of the difference! Besides, the Shop-
in-Shop concept also maximized footfalls.

Thanks to its positioning and product availability, the Big Bazaar stores
gained a higher share of the costumer’s shopping basket. The Big Bazaar
stores contributed Rs. 55.88 Cr to the company’s turnover in 2001-02
(including Shop-in-Shop sales of Rs. 12.87 Cr).

PRODUCTS
A Big drive of footfall at Big Bazaar is the product Variety. The Company
stocks about 1,30,000 items over 20 product categories. This has been
supported by the Company’s decision not just to stock it with shops. As a
result, a usual Big Bazaar companies shops that stock medicines, optical
accessories, camera rolls bakery products dry fruits, crockery, utensils,
glassware, health and beauty products, ladies accessories, saree and dress
material, infant necessities, readymade garments, fabrics, electronics,
watches, clocks, computer accessories, food and beverages, stationery,
household appliance, house hold products, plastic products, furniture, home
furnishings and luggage. A Big Bazaar also provides PCOs, Photostats and
ATM services.

Apparels: Apparels accounted for 70% of Big Bazaar off take in 2001-02
the price factor was singularly responsible for the success it started from Rs.
99/- upwards to Rs. 799/-. Even though the apparel products at Big Bazaar
reinforced the price with its range men’s wear, ladies ethnic, western wear
and kids wear the role of Visual Merchandising was emphasized.

Non Apparels: Non apparels sales accounted for 10% of Big Bazaar total of
sale in 2001-02. A range of more then 1 lac items coupled with a 6% to 60%
discounts started a virtuous cycle: thanks to the increased footfall, Big
Bazaar entered in to an attractive negotiation with its vendors for better
prices, which translated into an even higher footfalls. The non apparel
categories include plastics items, footwear toys, luggage, appliance white
goods and stationery.
Visual Merchandising:

In a brand-cluttered world, Visual Merchandising helps to create the

excitement that transforms a customer’s in-store interest into purchase.

Visual Merchandising is a scientific management of store space. Its role is to

adequately display products, highlight discounted products, position
products on shelves and design posters in a manner that increases the
customer interest and leads logically to a transaction. As a result, effective
Visual Merchandising informs, showcases and converts.

Ay pantaloons, they work with architecture design professionals who make

an intelligent use of shelf talkers, high points, focal point displays, signage’s,
danglers and window display. These professionals are encouraged to design
stores with a sensitive reference to the local culture, events and festivals.

Design studio:

Pantaloons pay a considerable emphasis to the consistent development of

new products through a dedicated design and development studio. This
studio represents the company’s initiative in the area of product research. It
studies trends in international fashion and extends its findings into
continuous product and design development. This 16-person Mumbai studio
comprises qualified NIFT professionals.

The design studio was created with a clear objective:

To gradually migrate the company to a point where 80% of the
products sold could be made within the company’s factories.
 Besides, an in-house design and development studio was created to meet the
growing demand for a wider choice across various categories –
Men’s wear (formal and casuals), women’s wear (western wear and ethnic
wear) and children’s wear- various ages, markets, seasons and preferences.

At pantaloons, the design team does not work from an ivory tower. It
interacts with category managers, understands their requirements and
communicates this information to the merchandising department. The design
team then analyses the likely trends for the various markets and sets about
designing various options- around 500 in 2001-02-for a season. The design
team works closely with the category managers and the merchandising to
ascertain the relevance and viability before a design is finally frozen.

In 2001-02, the design team widened its offering to include the following:

 Men’s casuals : 200 options

 Men’s formals : 200 options
 Men’s knits : 500 options
 HNY : 300 options
 Oye : 200 options
 Annabelle : 300 options
 Bare jeans wear: 300 options

Besides, the design team helped category managers conduct a disciplined

thematic rollout- ‘symphony on ice series- of garments with attendant fanfare
which captured consumer recall.

The design team was also instrumented in the men’s wear category- Cubix,
Linea Classica and ICR. In the ladies wear category, it launched different
styles under the Annabelle, Honey and Bare brands.
Loyalty Programs:

The maximization of repeat footfalls through customer loyalty programs has

been a tradition at Pantaloons. As a result, Pantaloons Green Card holders
increased from 5,000 to 75,000 and Green Card holders accounted for 25% of
store sales in 2002-03.

The Green Card loyalty program was launched in 2000-01, when the company
migrated to the national retail chain. This card was different from the others of
its kind; it did not just cater to the individual, but to the entire family.

Benefits: a Green Card for quick billing, the allotment of points against
purchase, the redemption of these points against free purchases, free tickets to
city events, add-on cards, special schemes, free home delivery, longer
exchange periods and free parking.

In 2002-03, Pantaloons Green Card holders enjoyed access to several events

and promotions, which included musical programs, a chance to win trips to
Bangkok and Singapore and attendance at visits by Hrithik Roshan And
Aamir Khan to Pantaloons stores.
I have done my training in the “Big Bazaar”, division of the Pantaloon
(Gurgaon) in Sahara Mall. The title of my project is “customer feedback”
which was conducted with the way of questionnaire by getting the response
of regular customers in the household section of Big Bazaar. It was a good
experience as how to conduct with various people & how to get different
information from different customers.

Customer Feedback:

Customer feedback is very necessary practice in marketing because with

the help of this, a marketer can know his customer’s attitudes about their
products. By taking customer feedback the marketer can make necessary
improvement in his product according to the requirements of the
customers.

Nowadays, it becomes a common practice that every company is taking

the customers feedbacks from any of the methods like through websites
or e-mails.

According to planet_customer.com companies like Cadbury India,

Godrej Soaps, Voltas, Johnson & Johnson, Raymond, Eureka Forbes and
Dabur etc. have already registered at the site & customers can send their
feedback through to them. Through net customers can communicate with
the companies directly- for complaints, compliments, suggestions and
even questions.

Many FMCG product’s producers are providing their e-mail addresses or

websites at the backside of the wrapper, in order to built a link between
customers & producers. They listen to different queries of customers &
provide assurance about the quality of product.
1. To find out the source from where the respondents came to know
about Big Bazaar (division of Pantaloon).

2. To find out the customers response about the Layout & Display of
Big Bazaar.

3. To find out the availability of products in the Household section.

4. To find out the quality satisfaction of Plastics in the Household

section.

5. To find out the quality satisfaction of utensils in the Household

section.

6. To find out the quality satisfaction of appliances in the Household

section.

7. To find out the Price satisfaction level among customers.

8. To find out the availability & capability of salesperson’s service

stranded at the Household section.

9. To find out the most preferred brands in Plastics.

10. To find out the most preferred brands in appliances.

11. To find out the easy accessibility of the products in household

section.

12. To check whether Discounts or Schemes affects the buying

behavior of respondents.
Summer Training is an integral part of the professional courses. In classroom
studies main concentration is on the theoretical portion while the main
objective of summer training is to impart practical knowledge to the college
professional students.

I did my summer training in Gurgaon. My specialization area was marketing.

In today’s competitive scenario, marketing plays a major role. I have chosen
survey in marketing in order to get the practical experience that is, how to
conduct with various people, explaining them the motto behind the survey,
convince them to chat with me & to collect information about “customer
feedback” of Pantaloon in marketing.

Customer’s attitude was being recognized by the way of questionnaire,

which was prepared by myself. The questionnaire clearly defines the attitude
of different persons by getting the feedback or response from them.

In such a competitive environment, the survival is of fittest. Those who can

know & understand the needs of consumers can produce the products of the
consumer’s attitude most effectively, & thereby they are the survival in the
long run. Those who are not able to do that are left behind in the race of
competition. So it is extremely important to know the attitude of the
consumer and adopt the Business strategies according to their needs and
wants.

I have drafted the questionnaire and then did a survey in Big Bazaar section
of Pantaloon. Then I did analysis of the customer’s responses and the
findings of the research have been presented in the report.
A research Methodology is a way to systematically solve the research
problem. In Research Methodology we study the various steps that are
generally adopted by researcher in studying his research problem along with
the logic behind them.

Research in common parlance refers to a search for knowledge. Information is

the lifeblood of managerial decision-making. The purpose of methodology
section is to describe the research procedure by which the relevant information
is gathered.

This section comprises the research design, the data collection method, the
sampling procedures and analysis procedures.

Research Methodology includes:

 Research Design
 Sample Design
 Data Collection
 Data Analysis

RESEARCH DESIGN:

A Research design is the overall plan or program of research. It is the general

blueprint for the collection, measurement and analysis of data. It includes an
outline of what the investigator will do from writing the hypothesis and their
operational implications to the final analysis of data. It is the overall
operational pattern or framework of the project that stipulates what
information is to be collected, from which sources and by which procedure.
Depending upon the objective of the study there are four research designs
available:

 Exploratory Research
 Descriptive Research
 Diagnostic Research
 Experimental Research

Exploratory research:

It means to gain the familiarity with a phenomenon or to achieve new insight

into it. Studies with this object in view are termed as exploratory or
formularize research studies.

Descriptive research:
In this type of research, researcher has to portray
accurately the characteristics of particular individual, group or situation.

Diagnostic research:

It deals with determing the frequency with which something occurs or with
which something associated with something else.

Experimental research:

It is used to test a hypothesis for causal relationship that is the cause & effect
relationship.

 Research design used during project:

I’ve taken “EXPLORATELY RESERCH DESIGN” for my project.

Population:

It is the target group, which the researcher wants to know about by studying
one or more of its samples. To be complete, a population must be very
explicitly defined in terms of elements, sampling units, extent and time.

 Population taken: GURGAON

Sampling Procedure:

Sampling is simply the process of learning about the population on the basis
of a sample drawn from it. Thus, in the sampling technique instead of every
unit of the universe only a part of the universe is studied and the conclusions
are drawn on that basis for the entire universe. A sample is a subset of
population units. The process of sampling involves three elements:
 Selecting the sample,
 Collecting the information, and
 Making an inference about the population.

On the basis of sample study we can predict and generalize the behavior of
mass phenomenon.

 The method of sampling used during project:

“CONVENIENCE SAMPLING”

Sampling Unit:

The sampling unit is the basic unit containing the elements of the population
to be sampled. It may be the element itself, i.e., the object on which
measurements are taken or a unit in which the element is contained.

 Sampling unit chosen for the project: “INDIVIDUAL”

Sample Size: “100”

Data Collection Method:

Depending on the source, statistical data are classified under two categories:
1) Primary Data
2) Secondary Data

 Data used during project: “PRIMARY DATA”

Primary data are obtained by a study specifically designed to fulfill the data
needs of the problem at hand. Such data are original in character and are
generated in large number of surveys.

 Method of data collection used: “QUESTIONNAIRE METHOD”

Limitations:

1.People in Gurgaon are very large in number. We used random sample

and convenient sample method. Actual information couldn’t be taken

from these people because they were large in numbers.

2.As the sample size was only 100, so it cannot be a true representative

of the whole Gurgaon.

3.We had very less time to complete this study. To cover all the people

it requires lot of time and money.

4.Some people did not have interest in the questionnaire, because of less

time. They didn’t response well. So it affected the results of the study.
1. The different sources from where the respondents came to know
about Big Bazaar.

SOURCES

4%
19%

16% 61%

61% -- FRIENDS/RELATIVES
16% -- PRINT MEDIA
19% -- NEAR TO THE PLACE
4% -- OTHER SOURCES
2. The customer’s response about the layout & display of Big Bazaar.

LAYOUT/DISPLAY

2%

98%

98% -- LIKE
2% -- DISLIKE
 3. Customer’s feedback about the availability of product’s in the
household section.

AVAILABILITY

7%

93%

93% -- AVAILABLE
7% -- NOT AVAILABLE

4. Quality satisfaction level of plastics in household section.

 PLASTIC'S QUALITY

18%

53%

29%

53% -- GOOD
29% -- BAD
18% -- DON’T KNOW

5. To know about the purchasing percentage of plastics in the Big

Bazaar.
 PURCHASE %AGE OF PLASTICS

18%

82%

82% -- PURCHASED
18% -- NEVER PURCHASED

6. Customer’s feedback about the quality of appliances in the household

section.
 APPLIANCE'S QUALITY

38%

58%

4%

38% -- GOOD
4% -- BAD
58% -- DON’T KNOW

7. To know about the purchasing percentage of appliances in the

household section.
 PURCHASE %AGE OF
APPLIANCES

42%

58%

42% -- PURCHASED
58% -- NEVER PURCHASED

8. Customer’s feedback about the quality of utensils in the household

section.
 UTENSIL'S QUALITY

24%

76%

24% -- GOOD
76% -- NEVER PURCHASED

9. To know whether the prices of items in the household section are

comparatively less than the market price or not.
 PRICE SATISFACTION

22%

13%
65%

65% -- REASONABLE PRICES

13% -- NOT REASONABLE
22% -- SAME AS MARKET PRICE

10. To know about the availability & capabilities of salespersons

stranded at the household section.
 SALESPERSON SERVICES

1%

38%

61%

61% -- GOOD
38% -- AVERAGE
1% -- BAD

11. To find out whether the products are easily accessible or not in Big
Bazaar.
 EASY ACCESSIBILITY

5%

95%

95% -- YES
5% -- NO

12. To check whether discounts/schemes affects the buying behavior of

the customers in Big Bazaar.
 DISCOUNTS/SCHEMES

38%

62%

62% -- YES
38% -- NOT NECESSARY

13. To know about the most preferable brands in plastics.

 PREFERABLE BRANDS OF
PLASTICS

21%
28%

2% 16%
4%
6%
14%
9%

21% -- MILTON 6% -- TUPPERWARE

16% -- NISSAN 4% -- WONDER
14% -- PEARLPET 2% -- POLYSET
9% -- CELLO 28% -- ANY OTHER

14. The most preferable brands of Appliances among customers.

 PREFERABLE BRANDS OF
APPLIANCES

11%
3%
20%
3%
4%
5%
5% 15%

6%
7% 12%
9%

20% -- LG 5% -- SUNFLAME
15% -- MAHARAJA 5% -- SINGER
12% -- INALSA 4% -- SUMIT
9% -- PHILIPS 3% -- REMSON
7% -- USHA 3% -- JVG
6% -- BIRLA 11% -- ANY OTHER
CONCLUSION
As the slogan of Big Bazaar “Isse Sasta Aur Acha Kahin Nahin”, has been
attracted most of the customers which directly affects on the increase in
number of footfalls of customers in Big Bazaar. As what I have observed
that slogan attracts many number of customers and ultimately affects on
increase in number of footfalls in Big Bazaar. The offers and discounts also
attract lot of customers to purchase items from Big Bazaar rather than
outside. Also convenient shopping and self-service attracts the customers.

According to my survey a great number of population are very much

satisfied with the availability & accessibility of products in Big Bazaar. But
there are many complaints regarding the quality of Plastics & Garments In
Big Bazaar. Customers found most of the items in Plastics were damaged
&told that they are not long lasting. But the purchasing of Plastics was in
bulk as they are cheaper than other items. So purchasing percentage of
Plastics were more.

In the appliances section, the purchasing percentage of customers was less

than others, because the customers want to buy them from the exclusive
shops like LG & all. The number of appliances purchased from Big Bazaar
was less.

There were a large percentage of customers who are highly satisfied with the
price level. They feel reasonable prices in Big Bazaar as well as in food
bazaar. But some people didn’t agree with the slogan ‘Sasta Price’ in Big
Bazaar as they feel the prices are quite similar to that of the market price. As
what I have observed that middle class families are highly satisfied with the
price level.

RECOMMENDATIONS
1. In the household section some products consisting of Barcode
showing the prices, were not displaying the discounted price on the
label of the product. Means discount deducted from the actual price
were not shown; they were deducted later at the counter during
payment. It made a negative impact on the purchasing of the products
by customers. So staff members have to put the offered prices on the
product itself, as customers may not see the discount board.

2. Chocolate counter should be displayed near the Toy section so that it

can easily attract the attention of Kids.

3. Sometimes the shelves remain empty. So it is the task of salesperson

to put all the products, which are lacking on the shelf or which have
been finished on the shelf.

4. The section containing curtain fabric should be removed from the

household section because of very less sales and turnover. It also
occupies lot of shelf space in the section.

5. There should be some sitting arrangements in Big bazaar, as the old

people & children get tired & wanted to sit somewhere.

6. The quality of Garments & Plastics should be improved. Means some

good brands should also maintained in Big bazaar.
 CUSTOMER FEEDBACK FORM

1. From where did you know about Big Bazaar?

Friends/Relatives Print Media
Near the place Any Other
2. Did you like the layout/display of the household section?
Yes No
If “No”, then why_________________________________________
3. Did you find the product, which you came to buy here?
Yes No
If “No”, then what was the item______________________________
4. Are you satisfied with the quality of:
- Plastic Goods Yes No Don’t Know
- Appliances Yes No Don’t Know
- Utensils Yes No Don’t Know
5. Do you feel that prices of items in household section are
comparatively less than the market price?
Yes No Same
6. What do you feel about the service stranded of staff at the household
section?
Good Average Bad
7. Which are your most preferred brands of Plastics?
1.___________________ 2.________________________
8. Which are your most preferred brands of Appliances?
1.___________________ 2.________________________
9. Do you find all the items easily accessible in the section?
Yes No
If “No”, then why_________________________________________
10.Do you prefer to buy the products, which are under
discounts/schemes?
Yes Not necessary
11.Suggestions:
________________________________________________________
________________________________________________________

Name: _______________________
Address:_________________________________________________
Contact No.:___________________
BOOKS:

 Marketing Management - Philip Kotler

 Marketing Management - T.N. Chabra
 Fundamentals of Modern
Marketing - Edward W. Cundiff

Magazines and Newspapers:

 Business Today

 Economic Times

Web Sites:

 www.nkarten.com

 www.namikarten.com

Other Supporting Material:

 Company’s Profile Report