A STUDY OF CONSUMER BEHAVIOR IN PANTALOONSgbsrc.dpu.edu.in/documents/Final-journal-ISSN/Prof-Kadambini-umari.pdf · Journal of Management Research and Review ISSN: 1 A STUDY OF CONSUMER

Journal of Management Research and Review ISSN:

1

A STUDY OF CONSUMER BEHAVIOR IN PANTALOONS

Author:

Prof . Kadambini Kumari

Analytics Professional &Research Scholar at DPU, Pune

Mobile: +919850970119

Email: [email protected]

Abstract:

This study report throws light on the reasons behind customer’s decision of choosing

Pantaloons for purchase of Apparels and various other products from Pantaloons. It also

describes the satisfaction of customer and their attitude towards various touch points in the

store.

The work was accomplishedat Pantaloons store, for conducting survey and fulfillment of

questionnaires. A sample size of 100 was selected& research was conducted. Among those

who were interviewed consist of housewives, professionals, and even college going students.

Though the sample size considered was small but it was so varied in order to overcome all

the odds. Convenience sampling method was considered to be best suited to fulfill the study

report. A structured questionnaire was constructed in order to measure the responses of

respondents on suitable scale so that they can be analyzed on SPSS. Primary data collection

was done through questionnaire and interviews and secondary data collection through

company websites and various previous research reports.

Through survey effect of various factors like ambience of store, low prices and convenience

which is also known as customer’s touch point came in light and the reason of people

choosing Pantaloons over other retail outlets became clear.These surveys can provide

management with the information they need to determine their customer's level of

satisfaction with their products and with the services associated with those products.

Employees and the management of the store can use the survey information to identify

opportunities for ongoing process improvements and to monitor the impact of those

improvements. Respondents gave many suggestions for Pantaloons like they should have

more Staff especially during Sales, more Sitting area, more variety, etc. Feeding the data into


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SPSS for analysis gave interesting results which have been compiled and tabulated in this

report.

Dissatisfied customers will tell seven to 20 people about their negative experience. A

satisfied customer will only tell three to five people about their positive experience. So a

retailer should always think in that way to satisfy their customer and delighting them with the

services which competitors never think of.

Key words: Consumer Behavior, Touch Points, Retail, Customer Satisfaction

INTRODUCTION

Sector Overview

The Indian Retail sector has come off age and has gone through major transformation over

the last decade with a noticeable shift towards organized retailing. A T Kearney, a US Based

global management consulting firm has ranked India as the fourth most attractive nation for

retail investment among 30 flourishing markets.The retail market is expected to reach a

whooping Rs. 47 lakh crore by 2016-17, as it expands at a compounded annual growth rate of

15 per cent, accordingly to the ‘Yes Bank - Assocham’ study.

The retail market, (including organized and unorganized retail), was at Rs. 23 lakh crore in

2011-12. According to the study, organized retail, that comprised just seven per cent of the

overall retail market in 2011-12, is expected to grow at a CAGR of 24 per cent and attain

10.2 per cent share of the total retail sector by 2016-17. In terms of sheer space, the organized

retail supply in 2013 was about 4.7 million square feet (sq. ft.). This showed a 78 per cent

increase over the total mall supply of just 2.5 million sq. ft. in 2012. “Favorable

demographics, increasing urbanization, nuclearisation of families, rising affluence amid

consumers, growing preference for branded products and higher aspirations are other factors

which will drive retail consumption in India,” said DS Rawat, Assocham Secretary General.

Consumer Behavior

Consumer behavior is the study of individuals, groups, or organizations and the processes

they use to select, secure, use, and dispose of products, services, experiences, or ideas to

satisfy needs and the impacts that these processes have on the consumer and society. It blends

elements from psychology, sociology, social anthropology, marketing and economics. It

attempts to understand the decision-making processes of buyers, both individually and in

https://en.wikipedia.org/wiki/Psychology

https://en.wikipedia.org/wiki/Sociology

https://en.wikipedia.org/wiki/Social_Anthropology

https://en.wikipedia.org/wiki/Anthropology

https://en.wikipedia.org/wiki/Economics


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groups such as how emotions affect buying behavior. It studies characteristics of individual

consumers such as demographics and behavioral variables in an attempt to understand

people's wants. It also tries to assess influences on the consumer from groups such as family,

friends, sports, reference groups, and society in general.Customer behavior study is based on

consumer buying behavior, with the customer playing the three distinct roles of user, payer

and buyer. Research has shown that consumer behavior is difficult to predict, even for experts

in the field.

Source: “Marketing Management: A South Asian Perspective (14th edition)” by Kotler,

Keller, Koshy, Jha. Pg.-140

Model of consumer behavior (Black box model)

https://en.wikipedia.org/wiki/Demographic


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Consumer behavior is highly influenced by their attitude. “Attitude is a feeling, belief, or

opinion of approval or disapproval towards something”. Behavior is an action or reaction that

occurs in response to an event or internal stimuli (i.e., thought).

Behavior can be influenced by a number of factors beyond attitude, including preconceptions

about self and others, monetary factors, social influences (what peers and community

members are saying and doing), and convenience. Someone may have strong convictions

about improving the public school system in their town, but if it means a hefty increase to

their property taxes, they may vote against any improvements due to the potential for

monetary loss. Or, they may simply not vote at all because their polling place is too far from

their home,or the weather is bad on Election Day.

Attitude and behavior are woven into the fabric of daily life. Research has shown that

individuals register an immediate and automatic reaction of "good" or "bad" towards

everything they encounter in less than a second, even before they are aware of having formed

an attitude. Advertising, political campaigns, and other persuasive media messages are all

built on the premise that behavior follows attitude, and attitude can be influenced with the

right message delivered in the right way.

o Affective component: this involves a person’s feelings / emotions about the attitude

object. For example: “I am scared of spiders”.

o Behavioral (or conative) component: the way the attitude we have influences how we

act or behave. For example: “I will avoid spiders and scream if I see one”.

o Cognitive component: this involves a person’s belief / knowledge about an attitude

object. For example: “I believe spiders are dangerous”.

The another main concept in retail industry which needs to be studied is customer touch

points. “Customer touch points are your brand's points of customer contact, from start to


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finish”. For example, customers may find your business online or in an ad, see ratings and

reviews, visit your website, shop at your retail store, or contact your

customer service.Wherever the customer comes in either Physical or mental contact with the

store, can be termed as customer touch points. The customer touch points arekey in defining

as well as sustaining the relationship between the retailer and its customers.They create

‘WOW’ and bring them backagain and again or can sometimes be the single biggest

factor is chasing away clients to competitors. The ‘touch points’ are thus the single most

important factor in customer service. The multiciplity as well the sensitivity involved keeps

retailors challenged at all times and a superior customer service invariably involves great

customer experience within and outside the store. Therefore identifying the touch points is

the first step toward creating a customer journey map, and making sure your customers are

satisfied every step of the way.

Touch points in retail store

It All Begins with Touch Points

A customer experience does not begin and end at a transaction, visit to a website, or

conversation with customer service. The customer experience process encompasses the

moment the customer becomes aware of your company and is comprised of multiple

independent interactions, transactions, and contacts along the way. Ron Shevlin, author of

Everything They've Told You About Marketing Is Wrong and an analyst at Aite Group, LLC,

suggests the following definition for customer engagement: "Repeated interactions that

strengthen the emotional, psychological or physical investment a customer has in a brand."


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All these repeated interactions are actually touch points. For our discussion, we will define a

touch point as any customer interaction or encounter that can influence the customer's

perception of your product, service, or brand. A touch point can be intentional (an email you

send out) or unintentional (an online review of your product or company). As the stories at

the beginning suggest, touch points begin long before the customer actually makes a purchase

and long after they have made their first transaction. The goal of every company interested in

leveraging customer experience as a competitive advantage is to create a positive and

consistent experience at each touch point. Your touch points need to include every encounter

in the attraction process, such as your website, blog, email, newsletter, press coverage,

articles, industry events, webinars, brochure, product literature, advertisements, etc. to

samples, white papers, product demos, initial calls, sales presentations and meetings, to your

contract, product deployment or delivery process to your customer service, invoice, trouble

ticket, to a loyalty card or referral program in your retention process. As you can see for most

companies this is going to fairly long list.

Inventory Your Touch Points

Before you can begin measuring the effectiveness of each touch point we have found that it

helps to take an inventory of all the touch points encountered by your customers. When you

inventory your touch points you will want to know at least the following:

1. Where the touch point is typically encountered in the customer life cycle.

2. The operational purpose of the touch point. On the operational side a touch point may

be designed to identify a prospect, resolve a problem, accelerate conversion or support

executing a transaction.

3. The role of the touch point should in the customer experience such as influencing

perception, building preference, or creating loyalty.

4. Who owns the touch point. For example, appointment scheduling may be owned by

pre-sales, invoicing by accounting, and the website by marketing.

5. The touch point’s value. While all touch points matter, they are not equal. A bad

experience on one touch point may be enough to make a customer leave you but a bad


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experience on another while irritating and potentially damaging if fixed in time can be

overlooked.

Assess Each Touch Point's Effectiveness

Now that you have a complete inventory of all of your touch points, and you understand the

impact of each touch point in the experience as well as operational purpose and customer

experience role for each touch point, you can assess the effectiveness of each touch point in

terms of achieving its intended purpose against both operational and customer experience

objectives. Although overarching metrics such as customer satisfaction and customer

advocacy are quickly becoming standard metrics today, attempting to measure the customer

experience with a single metric can be overly simplistic and risky. Effectively managing the

customer experience requires effective measurement and management of a portfolio of

metrics, including touch point effectiveness, to gain the insights into what is and isn’t

working.

OBJECTIVE AND BENEFITS

The objectives of this study are as follows:

1. To know the customer’s attitude towards pantaloons for various customer touch points.

2. To know why people prefer visiting pantaloons over other retail outlet.

3. To measure the satisfaction level of overall shopping experience at pantaloons.

4. To know the type of customer or behavior of the consumer on the basis of various key

factors

of customers at the time of buying.

Benefits of the study:

1. This research will help Pantaloons to identify their competitors in Pune and above all the

areas in which they can have an edge on them.


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2. Pantaloons gives various discounts and offers. This report will also help in knowing

whether

Various discounts and offers given by Pantaloons are enough for attracting customers or not.

3. This research will also be helpful in knowing the loyalty of customers towards Pantaloons.

By Green card status we can get an idea about it.

4. Very general attributes of customers like visits per month, importance given to attributes

like ambience, parking also become clear.

5. This study will also help them to know the different types of customer on the basis of the

factors that influence their purchase and according to that make strategy to satisfy them.

6. It also help the management to capture the occasion, customer buying from the pantaloons

so that they can provide promotional offers or better discount or they can clear their stock on

that occasion.

Limitations:

This study report suffers from following limitations:

1. Questionnaires were filled in evenings, when most of the people are in hurry and they

might not have responded truly to all the questions.

2. Our research is limited to only one store of Pantaloons at S.B Road and sample size is of

100 respondents so errors may crop in while generalizing the results.

3. Time of two months is only provided for doing the research.

4. Those who came out of Pantaloons Store after shopping were chosen for getting the

questionnaires filled but they held bulky polyethylene bags due to which they found it

difficult to stand for long and answer the questions.

5. Most of the retail outlets mentioned in our questionnaire may or may not be visited by

respondents; this affected their response to various questions.

6. Female customers were so busy in shopping so mostly male customers are approached for

filling the questionnaire and harder attempt was made to take the response proportionately.


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RESEARCH METHODOLOGY

Research process is a series of systematic steps that are followed to solve a business problem.

Itis the framework of the entire plan-of-action. It clearly describes crucial issues like the

study‘s

purpose and objectives, the type of data needed, the technique to be used for selecting

samples,data collecting method, analyzing it, managing costs and other aspects that are

essential forconducting business research.

A descriptive research design has been followed for this marketing research which highlights

both the qualitative and quantitative aspects of the identified problem. ‘Descriptive

research’ is a study designed to depict the participants in an accurate way. More simply put,

descriptive research is all about describing people who take part in the study.

There are two ways a researcher can go about doing a descriptive research study, and they

are:

Observational, defined as a method of viewing and recording the participants

Survey, defined as a brief interview or discussion with an individual about a specific

topic

Observational studies are all about watching people, and they come in two

flavors. Naturalistic, also known asfield observation is a study where a researcher observes

the subject in its natural environment. This is basically what Jane Goodall did; she observed

the chimpanzees in their natural environment and drew conclusions from this. This makes the

observations more true to what happens in the chaotic, natural world. But it also means you

have less control over what happens.

The other flavor is laboratory observation, where a researcher observes the subject in a

laboratory setting. This gives the researcher a little more control over what happens so they

don't have to fly out to some tiny little island in the middle of a war zone to observe

something. However, it does ruin some of the naturalness that one might get from field

observation. An example of a laboratory observation in psychology would be done to

understand something about children at a certain age, such as the process of how a child

learns to speak and mimic sounds.


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Survey

A survey comes in different flavors, be it interviewing people face to face or handling out

questionnaire to fill out. The main difference between surveys and observations is that in a

survey, you don’t watch people; you ask them about themselves.

SAMPLING DESIGN:-

Sampling is an essential part of the business research process. Sampling is the technique

of selecting a representative part of a population for the purpose of determining the

characteristics of the whole population. During the research, Non Probability convenience

sampling is used to collect data from the shoppers.

DATA COLLECTION:-

Primary Data: -It is original, problem or study specific and collected for serving a particular

purpose. Its authenticity or relevance is reasonably high. To collect the primary data the best

way is to interact with people directly or it can be through direct interviews and

questionnaires. Both these methods have used for collection of primary data.

Secondary Data: -It is not topical or research specific. It can be economically and quickly

collected by the decision maker in a short span of time. It has been collected and compiled by

some other researcher or investigative body. Secondary data is collected from company

websites and various Literature reviews. As Pantaloons is daily in news because of its

expansion plans,and its recent merge with forever 21. So I benefited a lot from articles on net

Sampling Plan:-

Data Collection

Primary Data

Observation

Interview

Questionnaire survey

Secondary Data

Internet

Company Data


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Convenience sampling was chosen for my research. ‘Convenience sampling’ is used to

obtain information quickly and inexpensively. The only criterion for selecting sampling units

in this scheme is the convenience of the researcher or the investigator. Mostly the

convenience samples are neighbors, friends,family,colleagues and ‘passers-by’. So, the

customers who walked in for shopping are interviewed and questionnaire was given to them

to respond which I felt convenient to approach.

Sample size: A sample size of 100 respondents was chosen because of time

constraint. Though small size is sample but it consists of varied type of respondents so

as to overcome any error at the time of generalization of result.

Contact Method: Questionnaire method was used to establish direct contact with

respondents.

DATA ANALYSIS AND INTERPRETATION

Q1. Where do you buy most of your Apparels from?

APPARELS BOUGHT FROM

Frequenc

y Percent

Valid

Percent

Cumulat

ive

Percent

Vali

d

Nearby Garment

shops

11 11.0 11.0 11.0

Pantaloons 49 49.0 49.0 60.0

Unorganized Retail 15 15.0 15.0 75.0

Central 11 11.0 11.0 86.0

others 14 14.0 14.0 100.0

Total 100 100.0 100.0


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This pie chart shows that 49% of people prefer pantaloons to buy their most of the apparels.

However 15% prefer unorganized retail like FC road in pune,Karolbagh in Delhi,

shivajinagar in Bangalore. 11% prefer Central and nearby garment shops and 14% others.

This means that still there is a huge untapped market for pantaloons. They can convert all the

customers who prefer to buy their most of apparels from other places. This also shows that

51% of the people are not their loyal customers.

Q2. How many of the following outlets you have visited?

Shopper’s stop Max Westside Central Big Bazar

OTHERS OUTLET VISITED

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid Visited

all

43 43.0 43.0 43.0

Only 4 22 22.0 22.0 65.0

Only 3 21 21.0 21.0 86.0

Only 2 7 7.0 7.0 93.0

Only 1 6 6.0 6.0 99.0

None 1 1.0 1.0 100.0

Total 100 100.0 100.0

Near by

Garment

shops

11%

Pantaloons

49% Unorganised

Retail

15%

Central

11%

others

14%

Apparels bought from


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This bar graph shows that most of the respondents (around 43%) have visited all 5 Retail

outlets. There are 22% and 21% of the respondents who have visited only 4 and only 3

respectively. This question was included in the questionnaire in order to gauge the awareness

among customers of Pantaloons regarding other retail outlets. Spss analysis shows that

respondents are much aware of other outlets. Among these Big Bazar is the most aware

among respondents, 87% of the respondents have visited it.

Q3. How often you visit Pantaloons in a month?

a. 1-3 times b.4 times c. 5 times d. 6 and above

No of times Pantaloons Visited

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid 1-3 times 57 57.0 57.0 57.0

4 times 30 30.0 30.0 87.0

5 times 9 9.0 9.0 96.0

6 and above 4 4.0 4.0 100.0

Total 100 100.0 100.0

0

10

20

30

40

50

Visited

all

Only 4 Only 3 Only 2 Only 1 None

43

22 21

7 6 1

percent

others outlet visited


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This bar graph shows that around 57% of respondents visit Pantaloons 1-3 times in amonth

and around 30% of respondents visited Pantaloons more than3 times in a month.It was

observed that respondents, who buy APPARELS from Pantaloons, visit Pantaloons 1-3 times

a month because people are in a habit of buying APPARELS collectively for some months.

Those who visited more than 3 times a month were there to buy for themselves of for family

shopping as they were green card holders and those who visit 6 and more times are the most

loyal customers of pantaloons.

Q4. Do you think following are the most important reason of visiting Pantaloons?

Reason Count

Range of products Yes 52

No 48

Nearness to

Location

Yes 24

No 76

Low price Yes 24

No 76

Quality of products Yes 45

No 55

0

10

20

30

40

50

60

1-3 times 4 times 5 times 6 and

above

57

30

9

4

pe

rce

nt

No of times pantaloons visited in a month

1-3 times

4 times

5 times

6 and above


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The above graph shows that 52% of the respondents said that their reasons for visiting

pantaloons is range of products and 45% said quality products as their reasons for visiting

pantaloons. Very less respondents (24% each) agreed that nearness to location and quality

products as their reasons for visiting pantaloons. This means that pantaloons have varied

range of quality products which helps them in attracting and retaining their customer and also

turning them into loyal customer.Customers don’t visit because of nearness to location or low

prices.

Q5. On what occasion you purchase from pantaloons?

a. Festival b. Marriage c. Party d. Regular use e. Others

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid Marriage 1 1.0 1.0 1.0

Festivals 16 16.0 16.0 17.0

Party 20 20.0 20.0 37.0

Regular use 60 60.0 60.0 97.0

other 3 3.0 3.0 100.0

Total 100 100.0 100.0

The above pie chart shows that 60% of respondents visit pantaloons to buy apparels for

regular use, 20% visit to buy for marriage purpose, 16% visit to buy for festivals and

remaining for others. This question is included in questionnaire in order to know the occasion

for visiting pantaloons so that they can frame better promotional and discount offers on the

occasions. Spss analysis shows that most people shop for regular use clothes. So, the

1%

16%

20%

60%

3% Occasion for visiting pantaloons

Marriage

Festivals

Party

Regular use

other


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company must have to think upon the power pricing clothes (basic clothes) and increase the

product range of ZONE 1.

FACTOR ANALYSIS

Factor analysis is a multivariate statistical technique in which there is no distinction between

dependent and independent variables. In factor analysis all variables are analyzed together to

extract the underlined factors. It is a very useful method to reduce a large number of variables

resulting in data complexity to a few manageable factors. These factors explain most part of

the variation of the original set of data.

USES OF FACTOR ANALYSIS

1. Scale construction

2. Establish antecedents

3. Psychographic profiling

4. Segmentation analysis

5. Marketing studies

Conditions for a factor analysis

Factor analysis exercise requires metric data. This means data should be either

interval or ratio scale in nature.

The size of sample respondents should be 4 to 5 times more than the number of

variables.

The basic principle behind factor analysis is that the initial set of variables should be

highly co-related.

The value of KMO statistics should be greater than 0.5.

Correlation Matrix

Bran

d

Pric

e

Pro

mo

offer

Variet

y of

Produ

cts

Size/

color

Servi

ce

qualit

y

Green

card

discou

nt

Am

bien

ce

Val

ue

for

mo

ney

Nearn

ess to

Locat

ion

Store

experi

ence

Correlati

on

Bran

d

1.000 .493 .483 .455 .497 .374 .212 .225 .45

2

.354 .366

Price .493 1.00

0

.405 .483 .476 .359 .197 .142 .50

7

.390 .370

Pro

mo

offer

.483 .405 1.00

0

.513 .411 .300 .403 .395 .50

8

.402 .491


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Vari

ety

of

Prod

ucts

.455 .483 .513 1.000 .747 .446 .327 .381 .51

2

.482 .415

Size/

color

.497 .476 .411 .747 1.000 .466 .294 .326 .50

5

.468 .434

Servi

ce

quali

ty

.374 .359 .300 .446 .466 1.000 .453 .455 .33

4

.430 .492

Gree

n

card

disco

unt

.212 .197 .403 .327 .294 .453 1.000 .443 .31

6

.310 .330

Amb

ience

.225 .142 .395 .381 .326 .455 .443 1.00

0

.40

0

.469 .560

Valu

e for

mon

ey

.452 .507 .508 .512 .505 .334 .316 .400 1.0

00

.520 .535

Near

ness

to

Loca

tion

.354 .390 .402 .482 .468 .430 .310 .469 .52

0

1.000 .597

Store

expe

rienc

e

.366 .370 .491 .415 .434 .492 .330 .560 .53

5

.597 1.000

From table 1 we observe multi co-linearity

Brand at 1.000

Price at 0.493

Promo offer at 0.483

Variety of products at 0.455

There is not much high co-linearity at most of the values are near to 0.5 and less than 0.5,

similarly we can infer it for other variables also. The applicability of factor analysis is

determined by KMO and Bartlett’s test.


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Component

Initial Eigenvalues

Extraction Sums of

Squared Loadings

Rotation Sums of

Squared Loadings

Tota

l

% of

Varian

ce

Cumulati

ve %

Tota

l

% of

Varian

ce

Cumulati

ve %

Tota

l

% of

Varian

ce

Cumulati

ve %

dimensio

n0

1 5.24

4

47.670 47.670 5.24

4

47.670 47.670 3.50

1

31.831 31.831

2 1.22

2

11.108 58.777 1.22

2

11.108 58.777 2.96

4

26.946 58.777

3 .802 7.294 66.071

4 .747 6.791 72.862

5 .644 5.858 78.720

6 .562 5.111 83.831

7 .435 3.957 87.788

8 .433 3.940 91.728

9 .372 3.386 95.113

1

0

.318 2.894 98.007

1

1

.219 1.993 100.000

Extraction Method: Principal Component Analysis.

From table 4 of total variance explain we observe that the cumulative % of variance for 1st

two component is 58.777 and the scores of 1st and 2

nd component is 5.244 and 1.222 which is

highest, means that total variance of the 11 variables can be explained by 2 components to the

extent of 58.77% and hence the process of component has stopped after 2nd

component i.e. 10

variables can be combined in 2 component.

Component Matrixa

Component

1 2

Brand .648 -.398

Price .637 -.478

Promo offer .702 -.040

Variety of Products .773 -.223

Size/color .755 -.272

Service quality .667 .247

Green card

discount

.543 .469

Ambience .624 .575

Value for money .746 -.127

Nearness to

Location

.722 .132

Store experience .743 .254


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Extraction Method: Principal

Component Ana

a. 2 components extracted.

Form table 5 gives component matrix before extraction, the table of rotated component

matrix and component score coefficient matrix gives the combination after rotation. From

above two table Brand (0.750), Price (0.794) , variety (0.728),promo offer(0.554),size/color

(0.747), value for money (0.645) will be combined in one component and named as “Brand

conscious, trendy and value based” . service quality (0.340),green card (0.100),ambience

(0.920),nearness to location(0.457) and store experience (0.392) will be clubbed into one

component and named as “store appearance and quality based”. So on the basis of above

factor analysis the customer of pantaloons are categorized as (i) Brand conscious, trendy and

value based (ii) store appearance and quality based.

Q.6 How much satisfied are you with the Ambience of Pantaloons?

Satisfaction towards Ambience

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid very

dissatisfied

12 12.0 12.0 12.0

Dissatisfied 10 10.0 10.0 22.0

Indifferent 15 15.0 15.0 37.0

Satisfied 47 47.0 47.0 84.0

very satisfied 16 16.0 16.0 100.0

Total 100 100.0 100.0

Component Score Coefficient Matrix

Component

1 2

Brand .308 -.164

Price .349 -.214

Promo offer .122 .064

Variety of Products .231 -.040

Size/color .255 -.073

Service quality -.037 .236

Green card

discount

-.175 .357

Ambience -.220 .432

Value for money .175 .015

Nearness to

Location

.033 .172

Store experience -.030 .250


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This pie chart shows that majority (63%) of respondents are satisfied including very satisfied

with the ambience while 12% are highly dissatisfied and 15% of respondent are indifferent.

Q.7How much satisfied are you with the Location of Pantaloons?

Satisfaction towards Location

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid very

dissatisfied

9 9.0 9.0 9.0

dissatisfied 14 14.0 14.0 23.0

indifferent 10 10.0 10.0 33.0

satisfied 42 42.0 42.0 75.0

very satisfied 25 25.0 25.0 100.0

Total 100 100.0 100.0

This pie chart shows that majority of respondents 42% are satisfied and 25% are highly

satisfied and only 9% are highly dissatisfied. The reason for highly satisfied is that this store

very

unsatisfied

12%

unsatisfied

10%

indifferent

15% satisfied

47%

very

satisfied

16%

Satisfaction towards ambience

9%

14%

10%

42%

25%

Satisfaction towards Location

very unsatisfied

unsatisfied

indifferent

satisfied

very satisfied


21

is opposite of JW Marriot hotel and it is near the center of the city easily accessible from the

every part of the central pune.

Q8. How much satisfied are you with the Service of Pantaloons?

Satisfaction towards Service quality

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid very

dissatisfied

7 7.0 7.0 7.0


indifferent 14 14.0 14.0 28.0

satisfied 44 44.0 44.0 72.0

very satisfied 28 28.0 28.0 100.0

Total 100 100.0 100.0

The pie chart shows that majority of respondents i.e. 72% are satisfied with the service of

pantaloons while 14% are indifferent and 7% are highly dissatisfied with the service. This

might have happened because of the specific issues like pram kept for children out of order or

limited no of pram or wheel chair for old age people or lack of sitting places inside the store.

Q9. How much satisfied are you with the Promo offer/green card discount of

Pantaloons?

7%

7%

14% 44%

28% 72%

Satisfaction towards service Quality

very

unsatisfiedunsatisfied

indifferent

satisfied

very satisfied


22

Satisfaction towards Promo offer/green card discount

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid very

dissatisfied

11 11.0 11.0 11.0


indifferent 31 31.0 31.0 61.0

satisfied 29 29.0 29.0 90.0

very

satisfied

10 10.0 10.0 100.0

Total 100 100.0 100.0

The above pie chart shows that 31% of respondent have no opinion or they are indifferent

towards the promo offer. This is because pantaloons don’t launch much promo offer for the

customer. Therefore almost equal no. of people are satisfied and dissatisfied with promo

offer. There is a great chance of attracting customer by launching exciting promo offer for the

customer.

Q10. How much satisfied are you with the staff assistance of Pantaloons?

Satisfaction towards Staff assistance

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid very

dissatisfied

6 6.0 6.0 6.0


indifferent 32 32.0 32.0 53.0

satisfied 35 35.0 35.0 88.0

very satisfied 12 12.0 12.0 100.0

Total 100 100.0 100.0

very

unsatisfied

11%

unsatisfied

19%

indifferent

31%

satisfied

29%

very satisfied

10%

Satisfaction towards Promo offer


23

The above pie chart shows that mostly respondents are satisfied with staff assistance also we

can see that 32% of respondents are indifferent so, these are the customers who don’t want

any assistance in their shopping. Therefore they don’t give any importance to it.

Q11. How much satisfied are you with the billing of Pantaloons?

Satisfaction towards Billing

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid very

dissatisfied

7 7.0 7.0 7.0


indifferent 16 16.0 16.0 37.0

satisfied 43 43.0 43.0 80.0

very satisfied 20 20.0 20.0 100.0

Total 100 100.0 100.0

This pie chart shows that majority of customer are satisfied with the billing procedure. As

most of the customer in pantaloons are loyal and there is an exclusive counter for 5 star and 7

star customer which make the billing procedure very easy, less time consuming and hassle

free.

very

unsatisfied

6% unsatisfied

15%

indifferent

32%

satisfied

35%

very satisfied

12%

Satisfaction towards Staff assistance

7%

14%

16%

43%

20%

Satisfaction towards Billing very unsatisfied unsatisfied indifferent satisfied very satisfied


24

Q12. How much satisfied are you with the price of products in Pantaloons?

The above pie chart shows that 65% of respondents are satisfied with the price of products

which consist 48% of satisfied and 17% of very satisfied. However 11% are indifferent, 19%

are dissatisfied and 5% are highly dissatisfied.

Q12. How much satisfied are you with the Range of products in Pantaloons?

This pie chart shows that 22% of respondents are highly satisfied and 41% are satisfied with

range of products which make them to visit the store multiple times because of wide range of

products so that with multiple visits all range could be accessed. However 14% are

indifferent and 8% are dissatisfied.

Q13.How much satisfied are you with the exchange policy in Pantaloons?

very

unsatisfied

5%

unsatisfied

19%

indifferent

11% satisfied

48%

very satisfied

17%

Andere

65%

Satisfaction towards Price

8%

15%

14%

41%

22%

Satisfaction towards Range of products

very unsatisfied

unsatisfied

indifferent

satisfied

very satisfied

very

unsatisfied

7%

unsatisfied

20%

indifferent

27%

satisfied

32%

very

satisfied

14%

Satisfaction towards Exchange policy


25

The pie chart shows that 14% of respondents are very satisfied and 32% are satisfied. While

27% of respondents are indifferent this means that these customers have never tried exchange

policy or haven’t taken it seriously till now.

Q14. How much satisfied are you with the size availability in Pantaloons?

Majority of the respondents are satisfied with the size availability 46% are satisfied and 18%

are highly satisfied. However 10% are highly dissatisfied and 13% are dissatisfied. Since size

availability is crucial in retaining the customer.

Q15. How much satisfied are you with the parking facilities in Pantaloons?

The pie chart shows that 54% of respondents are dissatisfied with parking and 10% are highly

dissatisfied with parking since, parking is the first touch point for customer proper parking

facilities. In case of ICC they have proper parking facilities but maximum space is covered by

other companies’ employees and therefore very few parking space is available for customers.

Q16. How much satisfied are you with the cleanliness/ hygiene in Pantaloons?

very

unsatisfied

10%

unsatisfied

13%

indifferent

13%

satisfied

46%

very satisfied

18%

Satisfaction towards Size availability

10%

54%

11%

18%

7%

Satisfaction towards Parking

very unsatisfied unsatisfied indifferent satisfied very satisfied


26

From the above pie chart we can see that 27% of respondents are very satisfied and 37% are

satisfied. Very few respondents are dissatisfied with cleanliness and hygiene factor.

Q17. How much satisfied are you with the AC in Pantaloons?

Satisfaction towards AC/Lighting/Music

Frequency Percent Valid Percent

Cumulative

Percent

Valid very

dissatisfied

18 18.0 18.0 18.0


indifferent 7 7.0 7.0 62.0

satisfied 23 23.0 23.0 85.0

very satisfied 15 15.0 15.0 100.0

Total 100 100.0 100.0

The table shows that majority of respondents are dissatisfied with the AC/Lighting and music

of the store. 18% are highly dissatisfied and 37% are dissatisfied. The reason for this is that

the AC is not working properly in ground floor which has affected the satisfaction towards

music and lighting. The same thing is presented in pie chart.

very

unsatisfied

5% unsatisfied

5%

indifferent

26%

satisfied

37%

very satisfied

27%

Satisfaction towards Cleanliness/hygiene


27

Q17. How much satisfied are you with the Visual Merchandising in Pantaloons?

This pie chart shows that 39% are satisfied and 37% dissatisfied and also 9% are highly

dissatisfied. This shows that equal no of respondents are there who are satisfied a dissatisfied

with it. The dissatisfaction has occurred because in evening time most of the dresses are not

kept nicely on table because of repetitive trial of products by customers.

Q18. In which area you feel Pantaloons has an edge over other retail outlets?

18%

37%

7%

23%

15%

Satisfaction towards AC/Lighting/Music


9%

37%

15%

26%

13% 39%

Satisfaction towards Visual merchandising



28

The above graph clearly shows that 60% of respondents have said that pantaloons is having

range of products as an edge over otherretail outlets. Similarly 30% have said ambience, 31%

have said Location and 31% have said discount offers which are much less than respondents

who said ‘yes’ to range of products as an edge.

Q19.Define your overall shopping experience at Pantaloons on a 5 point scales.

The above bar graph shows the overall shopping experience at pantaloons. From the graph

we can see that majority of customer i.e. 60% of customers are overall satisfied with

shopping at pantaloons whereas around 50% of respondents find shopping at pantaloons

value for money and majority disagree that shopping at pantaloons is tiring i.e. more than

54%. Hence we can infer that the consumer are overall satisfied with the touch points in

pantaloons which make their overall shopping satisfactory and value for money.

0

20

40

60

80

Yes No Yes No Yes NoYes

NoAmbience

Range of

products LocationDiscount offers

30

70 60

40 31

69

31

69

29

13

9

30

34

18

27 25

29

11

22

28

3 6

16

0

5

10

15

20

25

30

35

40

satisfactory value tiring

Strongly Agree Agree Can't say Disagree Strongly Disagree


29

Research Findings:

Based on the study, my findings are as follows:

1. There are only 49% of the respondents who prefer to buy most of their apparels from

pantaloons. Still there are 51% of the respondents (consolidated) who prefer to buy from

nearby garment shops, unorganized retail and from the competitors.

2. The respondents are much aware of other outlets, around 43% of the respondents have

visited all five (shopper’s stop, Max, Westside, Central, and Big Bazar). There is

challenge for pantaloons to retain their customer to face and survive the competition.

3. The reason for visiting pantaloons is found. Majority of the respondents visit pantaloons

for range of products and quality of the products. Also we come to know the occasion for

shopping at pantaloons. 60% of the respondents visit pantaloons to buy apparels for

regular use, 20% for party, and 16% during festivals.

4. The factor analysis gave two consumer groups on the basis of the factor which influence

their purchase. The two groups are (i) Brand conscious, trendy and value (ii) Store

appearance and quality.

5. Majority of respondents are satisfied with location of the store. Since it is located in

central part of Pune and moreover it is located opposite to J.W Marriot HOTEL.

6. The company is having very efficient billing procedure. The satisfaction with billing

experience is very high. The standard billing time is 30 sec.

7. After the launch of WOW PRICE the satisfaction of respondents are high with price.

8. Pantaloons is having varied range of products with size availability due to which very few

customer comes for exchange and it also reflects in data that 27% of respondents haven’t

used the exchange policy and are indifferent to it.

9. Many customers are dissatisfied with parking facilities provided by the ICC store. The

reasons is that most of the parking places are used by the various companies employees

due to which very less spaces are there for customers also it is chargeable and way from

parking to store is not convenient.

10. Many customers were complaining about ‘AC’ as AC was not working in the ladies

western section ruining their shopping experience and also making employees uneasy to

work.

11. Customer were also found complaining about signage’s as offers were not shown on

signage and visual merchandising was also not maintained properly.


30

12. Pantaloons is having ‘Range of products’ as an edge over other retail outlets.

13. The overall satisfaction with shopping at pantaloons is high; also they don’t find shopping

tiring here, the environment is joyful but not much economical.

14. 40% of respondents don’t find pantaloons as a complete retail outlet.

15. The respondents are highly ready to recommend pantaloons to others as well as they are

more likely to continue their purchase from pantaloons because of satisfaction with key

touch points are high and their loyalty to pantaloons.

Conclusion:

This research report aims to study consumer attitude towards Pantaloons and highlights its

strengths and weaknesses in order that Pantaloons can fight the competition in a better way.

Though Pantaloons captures a different market and is giving competition to big players like

Vishal mega mart and big bazaar.Retail in India is a booming sector nowadays and

Pantaloons should try to benefitmore from it. Recommendations given should be considered

by Pantaloons in order to emerge as a winner in long run.

References:

Books ISBN Author

Marketing Management 14th

edition 978-81-317-6716-0 Philip Kotler

Marketing Research 10:93-392-2334-9 G C Beri

Business Research Methods Deepak Chawla

Website

www.census.in

www.pantaloons.com

www.adityabirla.com

http://research-methodology.net/sampling/

http://www.refresher.com/alrpmtouchpoint.html

https://en.wikipedia.org/wiki/Consumer_behaviour

http://www.consumerpsychologist.com/cb_Attitudes.html

http://www.census.in/

http://www.pantaloons.com/

http://www.adityabirla.com/

http://research-methodology.net/sampling/

https://en.wikipedia.org/wiki/Consumer_behaviour

http://www.consumerpsychologist.com/cb_Attitudes.html

Documents

A STUDY OF CONSUMER BEHAVIOR IN PANTALOONSgbsrc.dpu.edu.in/documents/Final-journal-ISSN/Prof-Kadambini-umari.pdf · Journal of Management Research and Review ISSN: 1 A STUDY OF CONSUMER