creating consumers Product awareness by the promotional activities of Pantaloons

1
A SUMMER INTERNSHIP PROJECT
ON
CREATING CONSUMERS’ PRODUCT AWARENESS BY
THE PROMOTIONAL ACTIVITIES OF PANTALOONS
A PROJECTREPORT
Submitted by
BISWAJIT CHAKRABORTY
In partial fulfillmentfor the awardof the degree
Of
Master of Business Administration
In
MAULANA ABUL KALAM AZAD UNIVERSITY OF
TECHNOLODGY
(Affiliated and approved byAICTE)
INTERNATIONAL INSTITUTE OF MANAGEMENT SCIENCES

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ACKNOWLEDGEMENT
I would like to take this opportunity as a platform to thank various individuals
without the supportof whom, this project would not have been successful.
I would like to express my heartfelt gratitude and thanks to MR. ANINDA
SARKAR (store manager) for his guidance and support throughout this study. I
am thankful to my Institute for providing me with proper resources and fostering
my research work.
I would like to take this opportunity to thank all the respondents who trusted me
and gave me their valuable insight. I am also thankful to the Faculty, Supervisors
and Departmental Manager MR. RAJA RUIDAS under whose able guidance and
kind cooperation, I was able to complete my study. I am also thankful to the staff
from Pantaloons who gave me proper knowledge about the company. I have put in
my best efforts to make this project as informative and understandable as possible.
Every effort has been made to enhance the quality of work.
Biswajit Chakraborty

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SUPERVISOR’S CERTIFICATE
This is to certify that MR.BISWAJIT CHAKRABORTY, a student of MBA in
Marketing and Finance specialization of International institute of management
sciences under Maulana Abul Kalam Azad University Of Technology has
worked under my supervision and guidance for his project work and prepared a
project report with the title “CREATING CONSUMERS’ PRODUCT
AWARENESS BY THE PROMOTIONAL ACTIVITIES OF
PANTALOONS”.
Name:
Signature:
Designation:
Date:
Name of the institution: International Institute of Management Sciences
Place:Kolkata

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STUDENT’S DECLARATION
I hereby declare that the project titled “CREATING CONSUMERS’
PRODUCT AWARENESS BY THE PROMOTIONAL ACTIVITIES OF
PANTALOONS” submitted by me for the partial fulfillment of the degree of
Master Of Business administration in Marketing, Finance under
MaulanaAbulKalam Azad University Of Technology is my original work and
has not been submitted earlier to any other university or institution for the
fulfillment of the requirement for any course of study.
I also declare that no chapter of this manuscript in whole or in part has been
incorporated in this report from any earlier work done by others or by me.
However, extracts of any literature which has been used for this report have been
duly acknowledged providing details of such literature in the references.
Name: Biswajit Chakraborty
Signature:
Registration no:
Roll & year:
Place: Kolkata

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Contents
ACKNOWLEDGEMENT.........................................................................................................................2
SUPERVISOR’S CERTIFICATE.................................................................................................................3
STUDENT’S DECLARATION...................................................................................................................4
CHAPTER-1.........................................................................................................................................7
INTRODUCTION..................................................................................................................................7
INTRODUCTION OF RETAIL MARKETING:.......................................................................................7
1.2 SHORT OVERVIEW OF INDIAN RETAIL MARKET AND UNORGANIZED RETAIL:.............................9
1.3 OPPORTUNITIES OF INDIAN RETAIL MARKET: ..........................................................................9
1.4 OVERVIEW OF GLOBAL RETAIL MARKET IN 21ST
CENTURY:.....................................................10
1.5 RETAIL MARKET OF 21ST
CENTURY IN INDIA:..........................................................................12
1.6 MAJOR CHALLENGES OF INDIAN RETAIL SECTOR:...................................................................13
CHAPTER -2......................................................................................................................................15
LITERATURE REVIEW.....................................................................................................................15
Chapter-3.........................................................................................................................................18
COMPANY PROFILE.......................................................................................................................18
3.1 VISION, MISSION AND VALUES:.............................................................................................19
3.2 SWOT ANALYSIS:..................................................................................................................20
3.3 KEY PEOPLE OF PANTALOONS:..............................................................................................22
3.4 LEADING BRANDS OF PANTALOONS:.....................................................................................22
CHAPTER-4.......................................................................................................................................22
EXECUTIVE SUMMERY...................................................................................................................23
4.1 CONCEPT OF BRANDAWARENESS:........................................................................................23
4.2 CONCEPT OF PROMOTIONAL ACTIVITIES : ............................................................................23
4.3 RFELATIONSHIP BETWEEN PROMOTIONAL ACTIVITIES AND BRAND AWARENESS ....................24
Some of the relevant conceptsin this regards needs to be lookedinto:........................................25
4.4 BRAND RECOGNITION:.........................................................................................................25
4.5 BRAND RECALL: ...................................................................................................................25
4.6 ELEMENTS OF PROMOTIONAL MIX: ......................................................................................25
4.7 DIFFERENT PROMOTIONAL ACTITIVITIES OF PANTALOONS:....................................................26
4.7 SOME OTHER PROMOTIONAL TECHNIQUES OF PANTALOON’S: .............................................27
CHAPTER-5.......................................................................................................................................28
OBJECTIVE OF THE STUDY..............................................................................................................28

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5.1 NEED OF THE STUDY: ...........................................................................................................28
5.2 OBJECTIVES:........................................................................................................................28
CHAPTER-6.......................................................................................................................................29
RESEARCH METHODOLOGY ...........................................................................................................29
6.1 DATA SOURCE:.....................................................................................................................29
6.2 SIZE OF THE SAMPLE: ...........................................................................................................29
6.3 SAMPLING AREA:.................................................................................................................29
6.4 TOOLS OF ANALYSIS:............................................................................................................29
6.5 METHOD OF STUDY:.............................................................................................................30
6.6 LIMITATION OF DATA ANALYSIS:...........................................................................................30
CHAPTER -7......................................................................................................................................31
ANALYSIS AND DATA INTERPRETATION..........................................................................................31
CHAPTER – 8 ....................................................................................................................................75
CONCLUSION AND SUGGESTION....................................................................................................75
8.1 CONCLUSION:......................................................................................................................75
8.2 SUGGESTION:......................................................................................................................76
CHAPTER-9.......................................................................................................................................78
QUESTIONNAIRE:..........................................................................................................................78
CHAPTER-10.....................................................................................................................................82
BIBLOGRAPHY...............................................................................................................................82

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CHAPTER-1
INTRODUCTION
INTRODUCTIONOF RETAIL MARKETING:
Retailing is one of the oldest business of mankind and almost close to settled
agriculture, as it origins can be traced back to the time when exchange of goods
started taking place. Any exchange (even barter) as in pre historic times represent
Retailing as there was a direct interaction with the consumer. As the development
human civilization took place and business as an entity birth the direct producer to
the consumer interaction gave way to a business to consumer interaction. Any
business to customer interaction in present context can be termed as Retailing.
Therefore Retailing encompasses all forms of direct marketing too, in its broader
sense Retailing can be dealt with in different perspective. One of the long standing
ways in which Retailing was dealt with was the channel members in distribution.
This form of a marketer as well as a marketing perspective meant that they
represent last mile connectivity for the marketers to the final customers. In this
perspective, the inherent assumption was that the marketers dictates what happens
to the product or the brand or the service till it reaches to the customer. Moreover
the Retailer in this case is intended to serve as a post man for the products/ services
of the marketer. The deep-rooted assumption was that the marketer wields the
power in the channel and therefore the marketer’s retrains. Retail management is a
business in itself as it embodies all the functional area in business. Successful
running of a Retail business is not possible without understanding all the major sub
–disciplines of management namely operations management, financial
management, system management, human resources management, marketing
management, operational management forms one of the key functions of Retailing
as the supply chain view dominates. Interactions and transactions between
suppliers /vendors and the chain store corporate headquarters or the individual
stores, inventory management and logistics and specific activities that take place
from the production of the product/service to the consumption and feed backs
from the customers are to be managed by Retailers. The term ‘Retail is in the

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detail’ aptly sums up the significances of each of the operations involved from the
vendor to the consumer as well as the feed back loop back to the vender as
Retailing is the consumer interfacing activity and acts as a last link of in the supply
chain, it is where data generated about the customers and products and services
could be of immense help for members across the supply chain. As product and
services categories as well as number of products and services increase, The data
that needs to be collected also increases by leaps and bounds . If the number of
customers that retailers interact with increases, the need for a mechanism to track
all the customers and transactions increases in order to make meaningful inferences
from the same. Traditional retailers depended on personal memory to record
consumer and product information but as retailing became a professional and
widespread enterprise, personal memory started to fail and therefore, a need for
technology to record data for analysis emerged. Information technology, therefore
is the one of the greatest enablers of efficient and effective Retailing in addition to
data that is captured at the consumer end all the individual transactions as part of
the supply chain are also amenable for capture of data and analysis . The results in
greater transparency and professionalism in dealing with supply chain issues
dealing with operation management.
The retail marketing dimension is the face of retail management that is visible to
the customers. All the efforts of the Retailer to manage his Retail business is to
finally attract customers to his store and make them more attractive and stay with
him . While the components of business-to-business marketing are involved in the
supplier/vendors relationship .the major forms of marketing that the Retailer
involves are in service marketing , broadly Retailing can be physical products
Retailing and service Retailing .(A.Sivakumar,Retail marketing).

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1.2 SHORT OVERVIEW OF INDIAN RETAIL MARKET AND
UNORGANIZED RETAIL:
The Indian Retail industry has emerged as one of the most dynamic and fast-
growing industries due to the entry of several new players in the recent times along
with rising income levels, growing aspirations, favorable demographics and easy
credit availability. It constitutes over 10% of the country’s Gross Domestic Product
(GDP) and around 8% of the employment and is valued at USD 672 billion.
Globally, India is fifth-largest global destination in the Retail space and is growing
at a rate of 12% per annum. Over the last two decades, the size, scope and
complexity of Retailing has undergone considerable change. The Retail industry
can broadly be classified into two categories: Organized and Unorganized.
Organized Retailis characterized by high investment requirements, large premises,
trained staff where Retailers are licensed and are registered to pay taxes to the
government.
Unorganized Retail refers to the traditional form of Retail often situated near
residential areas. It is generally characterized by low rentals, low tax payouts with
a majority of it being owner-managed and employing personal capital. It includes
formidable mix of conventional Kirana shops, general stores, mom-&-pop stores,
paan-beedi shops and other small Retail outlets.
Currently, organizedRetail market is valued at about USD 60 billion, only about
9% of the sector, whereas unorganized Retail market holds the rest. India's
organizedRetail penetration is much lower compared with other countries, such as
the United States, which has organizedRetail sectorpenetration of 85%.
1.3 OPPORTUNITIES OF INDIAN RETAIL MARKET:
 Healthy economic growth, changing demographic profile, increasing
disposable incomes, changing consumer tastes and preferences are driving
growth in the organized Retail market in India.
 Rapid urbanization with increasing purchasing power has led to growing
demand.
 Foreign Retailers are continuously entering the Indian market.
 Cumulative FDI inflow in Retail as on September 2018 stood at US$
1,098.81 million.

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 100 per cent cash and carry operations are gaining significance in India with
Thailand’s Siam Makro being the latest entrant in this space, following
Metro, Walmart and Booker.
 Collective efforts of financial houses and banks with Retailers are enabling
consumers to go for durable products with easy credit.
 In January 2016, Bank of India announced reduction in rate of interest on
Retail loans offered by the bank.
 To provide a level-playing field to stakeholders, the government is planning
to synchronize policies of Retail, FMCG and e-commerce within a single
policy framework.
1.4 OVERVIEW OF GLOBAL RETAIL MARKET IN 21ST
CENTURY:
The Retail Industry was valued at USD 23460 billion in 2017 and is expected to
register a compound annual growth of 5.3% during the forecast period (2018 -
2023), to reach USD 31880.8 billion by 2023. The market provides products such
as food, apparel, furniture, jewelry, and various others. Apart from this, the stores
can be classified into convenience store, specialty Retailer, internet retailing, and
various others. The scope of the study was geographically limited to North
America, Europe, Asia Pacific, Latin America, and Middle East & Africa.
The Retail market is mature and highly competitive in the developed economies
of Europe and North America. On the other hand, the developing economies of
Asia-Pacific, Middle East, and Latin America have been instrumental in driving
the market growth. Consumer spending, which typically accounts for around two-
thirds of the GDP, has been a key indicator of the health of the Retail market.
Moreover, the increasing strength of online shopping has been a major
driver. Apart from this, the growing smartphone penetration across countries is
driving the e-commerce channel. Also, Internet of Things (IOT) is reshaping the
Retail industry. It is being deployed to revolutionize the industry. However, price
variation between online and brick & mortar stores can challenge the Retail
market growth.

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Source:https://www.mordorintelligence.com/industry-reports/Retail-industry
Retail has played a major role world over in increasing productivity across a wide
range ofConsumer goods and services .The impact can be best seen in countries
like U.S.A., U.K, Mexico, Thailand and more recently China. Economy of other
countries like Singapore,Malaysia, Hong Kong, Sri Lanka and Dubai are also
heavily assisted by the Retail sector.
• Retail is the second-largest industry in the United States both in number of
establishmentsand number of employees. It is also one of the largest Industry
worldwide. The RetailIndustry employs more than 22 million Americans and

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generates more than $3 trillion inRetail sale annually. Retailing is a U.S. $7 trillion
sector. (Source: CSO, A Study of Retail).
• Wal-Mart is the world's largest Retailer. Already the world's largest employer
with over1 million associates, Wal-Mart displaced oil giant Exxon Mobil as the
world is largest Company when it posted $219 billion in sales for fiscal 2001. Wal-
Mart has become themost successful Retail brand in the world due its ability to
leverage size, market clout, andefficiency to create market dominance. Wal-Mart
heads Fortune magazine list of top 500Companies in the world. (Source:
STORESDeloitte ToucheTomahatsu). In the last Financialyear Wal-Mart
outsourced around 2billion US dollar worth of goods from India only.
1.5 RETAIL MARKET OF 21ST
CENTURYIN INDIA:
India’s Retail market is expected to increase by 60 per cent to reach US$ 1.1
trillion by 2020, on the back of factors like rising incomes and lifestyle changes by
middle class and increased digital connectivity. While the overall Retail market is
expected to grow at 12 per cent per annum, modern trade would expand twice as
fast at 20 per cent per annum and traditional trade at 10 per cent% . Indian Retail
market is divided into “Unorganized Retail Market contributes 92 per cent of the
total sector and Organized Retail Market contributes the rest 7 per cent of the
sector.
India’s Business to Business (B2B) e-commerce market is expected to reach US$
700 billion by 2020.Online Retail is expected to be at par with the physical stores
in the next five years and has grown 23 per cent to $17.8 billion in 2017.
 India has occupied a remarkable position in global Retail rankings; the country has
high market potential, low economic risk and moderate political risk.

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 India is expected to become the world's third-largest consumer economy, Reaching
US$ 400 billion in consumption by 2025, according to a study by Boston
Consulting Group.
 India is ranked first in the Global Retail Development Index 2017, backed by
rising middle class and rapidly growing consumer spending.
 India’s Retail market witnessed investments worth US$800 million by Private
Equity (PE) firms and wealth funds in 2017.
 Department of Industrial Policy and Promotion (DIPP) approved three foreign
direct investments (FDI), Mountain Trail Food, Kohler India Corporation, and
Merlin Entertainments India in the single brand Retail sector.
1.6 MAJOR CHALLENGES OF INDIAN RETAIL SECTOR:
 Price War:
There is price war between different Retail organizations. Every organization is
trying to provide goods at low cost and offers various lucrative promotional
schemes. In such situation, it is difficult to attain customer loyalty and
companies keep marginal profit to provide the goods at competitive prices.
 Online selling companies:
These days so many online marketing companies are coming up. These
companies are providing goods to the customer at their door step and at lesser
priceswhen compared with Retail outlets. Online companies are providing so
many lucrative offers to the customers. So this is also a major challenge for
theRetail outlets.
 Scarcityof Skilled Workforce:
The Indian organized Retail players spend more than 7% of the sales towards
personnel cost. Huge costis incurred in training of the employees. The Retail.

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industry faces attrition rate as high as 50% which is very high as compared to
the other sectors. Industry has to pay more in order to retain the trained
manpower. Store operations accounts for 70-80% of the total manpower of the
organized Retail sector. Unfortunately, there are very few specific courses for
Retail industry. Graduates and Post graduates from the other streams are hired
and are trained in Retail sector.
 Ever-increasing customerDemand:
Ever increasing demand of the customers is also a challenge to the Retail
outlets. These days because of Globalization awareness among the customers
isincreasing. Customers psychology is changing and becoming more
demanding. They want to pay less for more and more. Because of high
operating cost it is very difficult to meet the customer demand. So this is also a
great challenge for the Retail outlets of India.
 Understanding customer:
These days it is very difficult to understand the customer behavior. So many
factors plays an important role in effecting the customer behavior and loyalty
such as product quality, service quality, customer satisfaction, promotions,
offers provided by other players in the market. To attain the customer loyalty so
much of efforts are required to understand the customer behavior and regular
market survey is required.

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CHAPTER -2
LITERATURE REVIEW
The year 1980 marked the onset of Retail chains in India with the entry of textile
majors such as Bombay Dyeing, S Kumar's, Raymond’s etc. followed by Titan.
However, the emergence of organized Retailing as a ‘concept’ emerged to the fore
in the Indian scenario only during the early years of 2000. With the growing
number of players in the organized Retail sector various new formats such as
supermarkets, hypermarkets etc emerged. The concept of ‘one-stop shop’ further
glorified the advantages associated with modern Retailing. Over the last two
decades, the size, scope and complexity of Retailing has undergone a considerable
change. One of the significant changes is advancing online Retail of various
products across the country. The current online Retail accounts for about 1.2% of
total Retail market.
The Retail market size grew from USD 518 billion in 2012 to about USD 672
billion as of 2016, In recent days it has been registered that Retailing has Overall
12% CAGR (Compound Annual Growth Rate). However, In the last two years, the
Retail industry has been growing at about 12.5% respectively because of favorable
demographics, higher income levels, easy credit availability, etc.
The Indian Brand Equity Foundation (IBEF) estimates the industry to grow at a
CAGR of over 17% over the next 4 years and reach USD 1,300 billion by 2020.

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However, with the Private Final Consumption Expenditure expected to grow by
about 12.5% y-o-y till 2020 (has grown at about 10-12% historically) and GDP by
8.5-9%, CARE expects the Retail industry to register a growth rate of about 12-
14% over the next 4 years and reach about USD 1,150 billion by2020.
Also, with the higher demand from consumers with higher incomes, job creations,
improved standard of living, higher discretionary spends and higher participation
of producers/Retailers in the organized Retail market, discounted and promotional
pricing, increased number of products and more private labels with Retailers
among others, the industry is expected to register growth going forward.
With expected transition from offline stores (physical stores) to online stores by
many players in the Retail industry to compete with the local kirana shops, with
home delivery, cash on delivery options, the shop sizes would comparatively
decrease while the number of stores might go up. Also, with markets being more
organized, the shift from unorganized Retail market to organized Retail market is
expected to happen going forward.
Source:darshini.kansara@careratings.com/indian Retail scenario/pdf

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Source:www.statista.com
From the above bar chart it is expected that Retail e-commerce sales in Indiawill
increase up to $ 52,301 million in the year of 2022. As market potential of India is
increasing day by day and the purchasing capacity of normal Indian is alsogoing
up, there would be a massive expectedgrowth in E-retail and TraditionalRetail
market.
The country’s towering economic growth of around 8% has resulted in major shifts
in theIndian economic class, with higher incomes leading to the growth of the
Indian middle-class. This middle-class is aware of the standards of living in other
countries, thanks to exposure through the tools of Globalization – the Media & the
Internet. They have decided to thus adopt a “Spending” approach to improve their
standard of living rather than the traditional “Saving” approach. The currently

18
estimated value of organized Indian Retail’s targetpopulation is larger than that of
the entire United States. Voted the most attractive Retaildestination in the world
for two years in a row, India is expected to witness 10% growth in its Retail sector
over the next few years (Source: “Retail in India – Getting Organized to
drivegrowth.” CII-A.T. Kearney, Nov. 2006, Assocham Press Release).
Recognizing the shortterm and long-term growth of Retail in India, a number of
domestic business giants have entered the Retail industry. We focus on the factors
that have led to the success ofKishoreBiyani’sPantaloon Retail.
Chapter-3
COMPANYPROFILE
Pantaloons’ success and continuous growth in the Indian organized Retail market
can be attributed to a number of factors, some of which have been derived from the
strategies of large Retailers in the west, while others are tailor-made for the Indian

19
market. What is evident at the outset is that Biyani has foreseen and understood the
Indian Retailroadmap better than anyone else.Pantaloon’s major advantage over its
competitors in the Retail sector has been its unique understanding of the Indian
organized Retail market with all its quirks, shortcomings and challenges. By
creating a Retail business from the ground-up and expanding rapidly, Pantaloons
has followed a Wal-Mart-like pattern of growth. However, unlike Wal-Mart, it was
decided to experiment with as many Retail formats, product-mixes and brands as
was possible in order to gain maximum knowledge about the uncertain Indian
mindset. In fact, newer entrants in the organized Retail market would learn the
ways of the unique Indian organized Retail sector as well as find a way to combat
Pantaloons’ dominant market share in almost all forms of organized Retail a
daunting task.
In accordance with its experimentation, policy Pantaloons has formed key joint
ventures with a number of popular names like Staples and Starbucks. With its first-
mover advantage, it actively shut doors for the competition by snapping up major
brands before others could get to them. Through a carefully executed policy of
comprehensive multi-format experimentation, Pantaloons has managed to
understand and take advantage of the compressed evolution of the organized Indian
Retail industry (mentioned earlier) to become the dominant player. As far as
industry knowledge, experience and skill are concerned, Pantaloons with its dream
team is looking in good shape.
3.1 VISION, MISSION AND VALUES:
Vision
To be a premium global conglomerate, with a clear focus on each of the
businesses.
Mission

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To deliver superior value to our customers, shareholders, employees and society at
large.
Values
 Integrity :Acting and taking decisions in a manner that is fair and honest.
Following thehighest standards of professionalism and being recognized for
doing so. Integrity for usmeans not only financial and intellectual integrity, but
encompasses all other forms as aregenerally understood.
 Commitment:
On the foundation of Integrity, doing all that is needed to deliver value to all
stakeholders. In the process, being accountable for our own actions and
decisions, those of our team and those on the part of the organization for which
we are responsible.
 Passion:An energetic, intuitive zeal that arises from emotional engagement
with theorganization that makes work joyful and inspires each one to give his or
her best. Avoluntary, spontaneous and relentless pursuit of goals and objectives
with the highest levelof energy and enthusiasm.
 Seamlessness:Thinking and working together across functional groups,
hierarchies, businesses and geographies. Leveraging diverse competencies and
perspectives to garner the benefits of synergy while promoting organizational
unity through sharing and collaborative efforts.
 Speed: Responding to internal and external customers with a sense of urgency.
Continuously striving to finish before deadlines and choosing the best rhythm to
optimize organizational efficiencies.
3.2 SWOT ANALYSIS:
Strength:
 Pioneer in the industry, largest market share and capitalization.

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 Reputation for value for money(Competitive pricing), convenience and a
wide range ofproducts all in one storeBeing financially strong helps
PantaloonsRetail India deal with any problems, ride anydip in profits and out
perform their rivals.
 Development and Innovation are high at Pantaloons India with regards to it
productsand consumer preferences and lifestyle changes which keep its
ahead of its competitors.
Weakness:
 Pantaloons do not function internationally, which has an effect on success,
as they do not reach consumers in overseas markets.
 Since PantaloonsRetail India Ltd sell products across many sectors, it may
not have the flexibility of some of its more focused competitors.
 Lack of providing standard carry bags.

Opportunities:
 Opportunities exist for PRIL to continue with its current strategy of large,
super centers.
 Population of country is growing where the scope of market is kept on
increasing for Retail store.
 Organized Retail less penetrated in India so it acts as great opportunities to
theorganization for its growth.
Threats:
 Being number one means that you are the target of competition.(Extra
competition and new competitors entering the market could unsteady
PantaloonsRetail India)
 A slow economy or financial slowdown could have a major impact on
Pantaloons Retail India business and profits.
 Consumer lifestyle changes could lead to less of a demand for
PantaloonsRetail India products/services
 Price wars between competitors, price cuts and so on could damage profits
for PantaloonsRetail India.
 The actions of a competitor could be a major threat against PantaloonsRetail
India, Forinstance, if they bring in new technology or increase their
workforce to meet demand.

22
3.3 KEY PEOPLE OF PANTALOONS:
 Mr. Subalch.Kundu & Santanu Kundu ( Managing
Directors)
 Mrs. Sangeeta Pendurkar ( Chief Executive Officer)
 Mr. S.Visvanathan (Chief Financial Officer)
 Mr. Suraj Bahirwani ( Chief Operational Officer)
3.4 LEADING BRANDS OF PANTALOONS:
Pantaloons today retails over 200 licensed international brands,
including 24 exclusive in-house brands. The Pantaloons exclusive
bouquet brands include Rangmanch, Ajile, Honey, Akkriti, Chalk,
Annabelle, Trishaa, ,Poppers, Chirpie Pie , besides this Pantaloons
also features brands like Bare, Rig, sf jeans, Byford, Jm Sports, and
Lombard. The Company had also launched 6 brands in FY ‘15’ which
are, Altomoda, Sf Jeans, Byford, Poppers and Chirpie pie.
Pantaloonsalso hosts Madura Fashion Limited(MFL) brands such as
Louis Philippe, Van Heusen, Allensolly,PeterEnglandand people in
menswear. It also retails partner brands such as John Miller, Celio,
Spiker, Levies and Lee cooper in men’s wear. Jealous 21, 109*F, and
Chemistry and KRAUS in women’s western wear, BIBA, Global Desi,
and W in women’s ethnic wear and Barbie and Ginny & Jony in kids
wear.
CHAPTER-4

23
EXECUTIVE SUMMERY
4.1 CONCEPTOF BRAND AWARENESS:
Brand awareness refers to the extent to which customers are able
to recall or recognize a brand. Brand awareness is a key consideration in consumer
behavior, advertising management, brand management and strategy development.
The consumer's ability to recognize or recall a brand is central to purchasing
decision-making. Purchasing cannot proceed unless a consumer is first aware of a
product category and a brand within that category. Awareness does not necessarily
mean that the consumer must be able to recall a specific brand name, but he or she
must be able to recall sufficient distinguishing features for purchasing to proceed.
For instance, if a consumer asks her friend to buy her some gum in a "blue pack",
the friend would be expected to know which gum to buy, even though neither
friend can recall the precise brand name at the time.
4.2 CONCEPTOF PROMOTIONALACTIVITIES :
In marketing, promotional activities refers to any type of marketing
communication used to inform or persuade target audiences of the relative merits
of a product, service, brand or issue. The aim of promotional activities is to
increase awareness, create interest, generate sales or create brand loyalty. It is one
of the basic elements of the market mix, which includes the four P's: price, product,
promotion, and place.Promotion is also one of the elements in the promotional
mix or promotional plan. These are personal selling, advertisement, sales
promotion, direct marketing publicity and may also include event
marketing, exhibitions and trade shows. A promotional plan specifies how much
attention to pay to each of the elements in the promotional mix, and what
proportion of the budget should be allocated to each element.

24
4.3 RFELATIONSHIP BETWEEN PROMOTIONALACTIVITIES AND
BRAND AWARENESS
To be a successful marketer every business organization has to create a good
brand awareness in the minds of their target customers. In the context of brand
awareness, promotional activity is the main tool. Promotional activities are
activities which are designed to create awareness, recognition and popularity.
Promotional activities help to project the variety, latest offers, features (USP),
availability of a specific product etc. Marketer sometimes reaches out to customers
with information about new products and through unique promotional strategies.
Psychologically it affects a customer’s mind and influences a customer to buy a
specific product. Promotional strategies play a vital role to sustain in a competitive
market. For instance, big giants like Microsoft, Apple, P&G etc. for them brand
logo and brand name is an identity, Through which they sustain in the market and
successfully created a top position in global market.
There is huge effort needed to call a product, A BRAND, which is possible by
adopting good promotional decisions.
Lastly, it can be said that my study has helped to establish a direct relationship
between promotional activities and brand awareness.
Direct Relation
BRANDAWARENESS PROMOTIONAL
ACTIVITIES

25
Some of the relevant concepts in this regards needs to be looked into:
4.4 BRAND RECOGNITION:
Brand recognition refers the degree to identify of a specific brand among varies
brands in the market. In normal sense, brand recognition is extent to which can
correctly identify a particular productor service just by viewingthe product or
service’s logo, tag line, packaging or advertisement campaign.
4.5 BRAND RECALL:
Brand recall plays a vital role in getting more customers to stick with your brand as
well as to buy your brand in repeated manner. When as a customer someone buy a
product, once the is finished or deteriorated, instinctively you would like to
purchase from the same brand , as the experience it has offered you was pleasant.
Also when a brand is out of the market and then it reappears, if you previously had
a nice experience you are most probably going to purchase it again
4.6 ELEMENTS OF PROMOTIONALMIX:
There are four main promotional mix tools in marketing. Those are
discuss below:-
1. Advertising. Advertising is the impersonal promotion to groups that is paid for
by an identified sponsor. It focuses upon group of people rather than upon
individual. It is a form of mass communication. This method allows the marketers
to address large numbers of target consumers at a low cost per consumer
contracted.
2.Sales Promotion. Sales promotion is an activity and/or material that acts as a
direct inducement, offering added value or incentive for the products to
middlemen, sales person or consumers.
3. Public Relation. Marketers engage in public relations in order to develop a
favorable image of their organizational products in the eyes of the public. They
direct these activities to induce target consumers. From this, public relation can be

26
seen as abroad set of communicational efforts used to create and maintain
favorable relationship between an organization and its public.
4.Personal Selling. According to Olukayode (1997), Personal selling is an oral
presentation of ideas about products or services with the aim of persuading
potential buyers to buy such products or services from which they can derive
maximum satisfaction.
4.7 DIFFERENT PROMOTIONALACTITIVITIES OF PANTALOONS:
There are different ways of promotional activities Adopted by pantaloons ,some of
them are discussed below:-
ATL and BTL marketing: ATL means ABOVE THE LINE, it means that
the advertising is going to be deployed around a wider target audience, e.g.
television, radio, or billboards. BTL means BELOW THE LINE, its kind
of physical way of advertising. E.g events organize, handbills, sms blast, e-
mailing.
ATL:
 Newspaper :Pantaloons gives offers to their customers through news paper,
to tell the customers about special deals, discount offers, new story, success
story etc.
 Radio :Pantaloons having a collaboration with radio Mirchi 98.3.
 Television: in oct,2018Pantaloons have launched a PUJA song known as “
Sujoyda, dada, and Puchki” to celebrate Durga puja in an unique style.
 Websites: Pantaloonsis very active in social media such as Facebook,
Instagram, twitter etc. Activities, special offers, the social media share new
achievements. Pantaloons have more 2.3 million subscribers.
 Networking :Pantaloons has a very good networking channel in the era of
2018.

27
BTL:
 Events: Pantaloons organize special events on specials occasions such as
valentine’s day, mother’s dayand puja special events etc.
 Handbills:Pantaloons distribute handbills to their customers on some
specific days to tell about productand discount related offers.
 Sms blast:Pantaloons tele calling teams send messages, individual mails to
their customers at the beginning of summer and winter sale.
4.7 SOME OTHER PROMOTIONALTECHNIQUES OF PANTALOON’S:
 More Discount offers at the time of EOSS( end of season sales) such
as:-
 70% discount on purchase of three garments
 Flat 50% off
 Get Rs 100 off on purchase of three t-shirt
 Attractive green card point offers suchas:-
 Purchase of 3000 get 1 star
 Purchase of 10000 get 3 star
 Purchase 20000 get 5 star

28
CHAPTER-5
OBJECTIVE OF THE STUDY
5.1 NEED OF THE STUDY:
Before knowing, the objective of this study we need to know where is the gap.
Why this study is required? We all know there is a direct relationship between
brand awareness and promotional activities.
Now a daysPantaloons is doing their promotional activities tremendously. Our
study is to find out is there any improvement has done so far on consumer’s mind
or not ?
Does a customer recall any products name or brand?
So to fulfill the above questions we have to set some objectives for finding out the
desired result.
5.2 OBJECTIVES:
 To study the consumer awareness about Pantaloons and their products.
 To study the impact of promotional activities on creating consumer
awareness.
 To find out consumer’s productrecall capacity.
 To study through which promotional activities of pantaloons customers
came to know about it.

29
CHAPTER-6
RESEARCHMETHODOLOGY
6.1 DATA SOURCE:
Research is totally based on primary data. ButSecondary data has been used only
for thereference. Research has been done by primary data collection, and primary
data has been collected by interacting with various people. The secondary data has
been collected through various journals and websites.The study follows the
Quantitative Research method to find out the Relationship between brand
awareness and Promotional activities of pantaloons.
Primary data:
Information collected directly from the consumers for the project work. The data
collected during the study included the data collected through questionnaire and
face-to-face interview with customers.
Secondarydata:
Secondarydata gathered from internet and official web site of Pantaloons.
6.2 SIZE OF THE SAMPLE:
Size of the sample was 100.
6.3 SAMPLING AREA:
Samples were collected exclusively from Hatibagan Pantaloons store.
6.4 TOOLS OF ANALYSIS:
 Questionnaire: Close- ended ,open-ended and multiple choice questions
were used to collect the data from reviewers.

30
 Special software: some special soft ware used to set questionnaire for
getting more accurate data (e.g SurveyMonkey, GoogleSheet,ms word,
excel)
 Bar diagram, graphs, pie charts: Some bar diagrams, graphs, pie charts
are used to get better results.
6.5 METHOD OF STUDY:
I have taken demographic information of reviewers as well as question
variables, to find out the actual scenario for each question variables in a
very detailed manner.
6.6 LIMITATION OF DATA ANALYSIS:
 Time constraints
 Some respondents might give a biased view
 Some respondents refused to cooperate
 Incomplete information

31
CHAPTER -7
ANALYSIS AND DATA INTERPRETATION
Q.1 How often do you shop at Pantaloons?(female)
Category 6 monthly monthly Weekly yearly
Grand
Total
Female 16 13 3 7 39
Business 2 2
26-40 1 1
41-50 1 1
Others 4 5 9
26-40 4 3 7
41-50 1 1
over50 1 1
Professional 3 2 1 1 7
26-40 3 3
less25 2 1 1 4
Student 9 4 2 6 21
26-40 1 1 2 4
less25 8 3 2 4 17
Grand Total 16 13 3 7 39
Interpretation:
it is seen from the sample survey that out of total 39 female customers among them
16 customers shop at Pantaloons on 6 monthly basis, 13 customers shop on an
average monthly basis, 3 customers shop on weekly basis, 7 customer shop on

32
yearly basis. The highest number of customers belonged Fromstudent(less than
25yrs). They generally came to Pantaloons for discount offers, variety, ambience
and productrange.
How often do you shop at Pantaloons?(male)
Row Labels 6 monthly monthly Weekly yearly (blank)
Grand
Total
Male 19 21 7 14 61
Business 3 6 3 3 15
26-40 4 2 2 8
41-50 1 1
less25 2 1 1 4
over50 1 1 2
Others 1 2 3
26-40 1 1
less25 1 1
over50 1 1
26-40 5 2 1 1 9
41-50 2 2 1 5
less25 2 1 3
over50 1 1
Student 9 8 2 6 25
less25 9 8 2 6 25
Interpretation:
It is seen from the sample survey of total 61 male customers, among them 19
customers shop at Pantaloons on 6 monthly basis(among them 9 customers from
student category age less than 25 years; 7 customers belonging from professional
category; 3customers from business category),21 customer shop at Pantaloons on

33
monthly basis (among them 8 students (less than 25 years), 7 customers from
professional category, and 6 customers from business category), 7customers shop
at Pantaloons on weekly basis ( among them 2 from student category, 2 from
professional ,3 from business and 1 from others category. 14 customers shop at
Pantaloons on yearly basis where 6 customers from student (age less than 25
years); 3 from professional category, 2 from other category and lastly 3 from
business category.
Clusteredcolumn chartof female responses
Clusteredcolumn chartof male responses
Conclusion:
0
1
2
3
4
5
6
7
8
9
26-40 41-50 26-40 41-50 over
50
26-40 less
25
26-40 less
25
business others professional student
female
6 monthly
monthly
weekly
yearly
0
1
2
3
4
5
6
7
8
9
10
26-40
41-50
less
25
over
50
26-40
less
25
over
50
26-40
41-50
less
25
over
50
less
25
(blank)
(blank)
male (blank)
6 monthly
monthly
weekly
yearly

34
Percentage of male over female is higher in each and every respect but
most of the 6 monthly customers came from student category.
combining male and female and total number of customer it has been
found that footfall of others category comparing to the student
category is very minimal due to lack of knowledge of product, price,
offers, customer service policy etc. Pantaloons has reorganize their
policy so that it will retain more customer and increase number of
customers.
Q.2 Through which promotional activity you came to know about
Pantaloons?(female)
E-
media(face
book,
WhatsApp)
printed
media(hand
bill)
radio &
television
word of
mouth
Grand
Total
Female 16 2 9 12 39
Business 1 1 2
26-40 1 1
41-50 1 1
Others 4 1 3 1 9
26-40 3 1 2 1 7
41-50 1 1
over50 1 1
26-40 1 2 3
less25 2 1 1 4
Student 9 3 9 21
26-40 1 3 4
less25 9 2 6 17
Interpretation:
It is seen from the sample survey that out of 39 female customers 16 female
customers are aware of Pantaloons’ E-media promo. Activities and most of them
are from student category age between less than 25 years .after that 2 female

35
customers including 1 from professional category and other one from others
category aware of Pantaloons printed media and which is very less if we compare
with the E-media. 9 female customers came to know about Pantaloons from radio
& television. 12 female customers aware of Pantaloons only because of word of
mouth , which is only become possible for services, they are using.
Through which promotional activity you came to know about
Pantaloons?(male)
Row Labels
E-
media(face
book,
WhatsApp)
printed
media(hand
bill)
radio &
television
word
of
mouth
Grand
Total
Male 19 14 6 22 61
Business 6 3 1 5 15
26-40 3 1 4 8
41-50 1 1
less25 2 1 1 4
over50 1 1 2
Others 2 1 3
26-40 1 1
less25 1 1
over50 1 1
26-40 2 2 5 9
41-50 3 1 1 5
less25 1 1 1 3
over50 1 1
Student 6 7 4 8 25
less25 6 7 4 8 25
Interpretation:
From the above analysis we came to know that out 61customers 19 customers are
aware of E-media advertising among it 31%(19/61*100). Customers from business

36
category and student category are aware of that. 14 customers know about printed
media(hand bill)i.e 23% ; 3 among them from business category,4 among them
from professional and rest 7 from student category age between less than 25 years.
6 customers aware of radio& television advertisement. Mostly 10% of the
customer knew special offers from TV and radio media. Lastly major percentage of
customer knew Pantaloons by the word of mouth, which is spread over the years.
Clusteredcolumn chart of promotional media’s impact on female segment
Clusteredcolumn chartof promotional media’s impact on male segment
Conclusion:
From the above two data it may conclude that Pantaloons E-media, and word of
mouth is highly effective on student, professional and as well as business
category. But promo. Activities through radio & tele vision is very less, so a very
0
1
2
3
4
5
6
7
8
9
10
26-40
41-50
26-40
41-50
over
50
26-40
less
25
26-40
less
25
business others professionalstudent
female
E-media(face book,
watsapp)
printed media (hand
bill)
radio & television
word of mouth
0
1
2
3
4
5
6
7
8
9
26-40
41-50
less
25
over
50
26-40
less
25
over
50
26-40
41-50
less
25
over
50
less
25
(blank)
business others professional
student
(blank)
male (blank)
E-media(face book,
watsapp)
printed media (hand
bill)
radio & television
word of mouth

37
small number of customers aware of it. Pantaloons should increase their
Promotional Offers through radio&TV. Lastly it can be said that word of mouth is
the strongest medium to get more and more customers. Itshould be retained in
future tactfully.
Q.3 what comes in your mind when you shop at Pantaloons?(female)
Category collections
discount
offers
product
range quality
Grand
Total
Female 12 11 5 11 39
Business 1 1 2
26-40 1 1
41-50 1 1
Others 3 1 2 3 9
26-40 3 1 3 7
41-50 1 1
over50 1 1
26-40 1 2 3
less25 2 1 1 4
Student 7 8 1 5 21
26-40 1 2 1 4
less25 6 6 1 4 17
Interpretation:
It has been seen from the analysis that out of total 39 female
customers,12customers voted for collection, 11 customers voted for Discount
Offers , 5 customers voted for product range and 11 customers voted quality of
Pantaloons product. 2 customers from business class among them one voted for
Discount Offers and other customer select product range. In others category most

38
of the customers select collection and quality and few of them select disc.offer&
product range. In professional category out of 7 customers: 2 voted for collection,1
voted for disc.offer,1voted for productrange and 3 customer voted for quality. It is
observe that most of the review shows that customers are satisfied, but still in
confusion between satisfaction and dissatisfaction level.
what comes in your mind when you shop at Pantaloons?(male)
Row Labels collections
discount
offers
product
range quality
Grand
Total
Male 12 19 9 21 61
Business 7 3 5 15
26-40 3 2 3 8
41-50 1 1
less25 2 1 1 4
over50 1 1 2
Others 2 1 3
26-40 1 1
less25 1 1
over50 1 1
26-40 2 1 2 4 9
41-50 3 2 5
less25 1 1 1 3
over50 1 1
Student 8 7 1 9 25
less25 8 7 1 9 25
Interpretation:
From the above analysis it has been seen that out of total 61 customers;12
customers voted for collection,19 customers voted for Discount Offers,9 customers
voted for product range,21 customers choose quality of product. Many review

39
came out of there classes which are business class, professional class and student
class. In business category most of the people voted for Discount Offers and
quality of product. In professional category most of the customer prefer product
range(33%). As fars student class concerned most of the review came from less
than 25 years customers.8 among them chose collection, 7 customers chose
Discount Offers ,9 customers chose quality and remaining 1 customer chose
productrange.
Clusteredcolumn chart of female response
Clusteredcolumn chartof male response
0
1
2
3
4
5
6
7
26-40 41-50 26-40 41-50 over 50 26-40 less 25 26-40 less 25
female
collections
discount offers
product range
quality
0
1
2
3
4
5
6
7
8
9
10
26-40
41-50
less
25
over
50
26-40
less
25
over
50
26-40
41-50
less
25
over
50
less
25
(blank)
(blank)
male (blank)
collections
discount offers
product range
quality
(blank)

40
Conclusion:
It may be conclude from the above data that overall 24 (male and female)
customers voted for Pantaloons’ collection ,30 customer including male &
female voted for Discount Offers , 14 customers voted for product range,
and lastly 32 customers voted for quality. But frequency of two category i.e
student and professional is much higher than other two categories. Where
most of the customers prefer good combination of collection and attractive
Discount Offers. specially collection for middle age people it is very
attractive.
Q.4 are you aware ofgreencard loyalty program(GLP) (male &female)
Category Gender(male) Gender(female)
grand
total
Business no yes no yes
< 25 years 2 2
26-40 years 5 3 1
41-50 years 1 1
> 50 years 2 17
Others
< 25 years 1
26-40 years 1 1 6
41-50 years 1
> 50 years 1 1 12
professional
< 25 years 2 1 1 3
26-40 years 4 3 1 2
41-50 years 1 3
> 50 years 1 2 24
Student
< 25 years 13 13 12 5
26-40 years 4
41-50 years
> 50 years 47
grand total 32 29 20 19 100

41
Interpretation:
It is seen from above data that 32 male customers are not aware of Pantaloons
GLP. And 29 customers are aware of GLP program. On the contrary 20
female customers are not aware of Pantaloons GLP. But 19 customers are
aware of GLP program. It is a matter of a great concern that 51% of total
customers are not aware of Pantaloons GLP.Pantaloonshas to take some
massive step so that GLP awareness can be created among customers.
Clustered column chartofGLP awareness male
Clustered column chart of GLP awarenessmale
Conclusion:
0
2
4
6
8
10
12
14
business
others
professional
business
professional
business
others
professional
student
business
others
professional
26-40 41-50 less 25 over 50
male
no
yes
0
2
4
6
8
10
12
14
business
others
professional
student
business
others
professional
student
others
26-40 41-50 less 25 over 50
female
no
yes

42
Awareness of GLP specifically in business and others class is lower than
other two classes. In business class 47% customers are aware of GLP. And
for others category most of the positive reviews came from female
customers. Very few numbers of male customers are aware of that. For
professional category out of 61 male customers 9 male customers are aware
of GLP. And lastly for student category 38% of (male &female) customers
are aware of GLP. SoPantaloons has to take a major strategy for increasing
their GLP program.
Q.5 If yes, Are you a registeredmember? (Female)
Category no yes
Grand
Total
Female 16 23 39
Business 2 2
26-40 1 1
41-50 1 1
Others 9 9
26-40 7 7
41-50 1 1
over50 1 1
Professional 3 4 7
26-40 2 1 3
less25 1 3 4
Student 13 8 21
26-40 4 4
less25 9 8 17
Grand Total 16 23 39

43
Interpretation:
Above question is related with the previous question (i.e are the customers
aware of GLP?) because the possibilities of registration of a customer is
depending upon GLP program. We have to assume that a customer who
knows about GLP should be a reg. customer so on basis of above data, it is
seen that out of 39 female customers, 23 among them are registered with
Pantaloons, 16 customers are not registered with Pantaloons. 41% of
customers are not registered but good aspect is 59% of customers are aware
of GLP and registered with Pantaloons.
If yes, Are you a registeredmember? (male)
Row Labels no yes
Grand
Total
Male 25 36 61
Business 4 11 15
26-40 3 5 8
41-50 1 1
less25 1 3 4
over50 2 2
Others 2 1 3
26-40 1 1
less25 1 1
over50 1 1
Professional 5 13 18
26-40 3 6 9
41-50 1 4 5
less25 1 2 3
over50 1 1
Student 14 11 25
less25 14 11 25
Interpretation:

44
Registration of a customer is very important to create a good customer
relationship. Above data show that out of 61 male customers, 36 male
customers are registered with Pantaloons and 25 customers are not registered.
On an average 60% customers are registered. If we go for a micro analysis we
will find out of total 15 customers from business class 11 are registered and
rest of them are not. For the others category 1 out of 3 customers is not
registered. In case of professional category 72% customers are not registered,
which is a bad sign. Lastly for student category, in spite of being connected
with E-media most of the customer are not registered(56%).
Pie chart of total female responses ofregisteredcustomers
Pie chart of total female responses ofregisteredcustomers
41%
59%
female
no
yes

45
Conclusion:
From the above pie chart it is seen that 59% of male customer said
“yes” they are registered and 41% of male customers said “no” they
are not registered. And in case of female respondents, similarly 59%
said “yes” they are registered. And rest of 41% female customers are
not registered. Itmay be concluded from the above that average 40%
of total customers came to Pantaloons are not registered.
Q.6 are you satisfiedwith the promotional activities of
Pantaloons?(female)
Category Dissatisfied
Highly
satisfied
Neither
satisfied
nor
dissatisfied satisfied
Grand
Total
female 2 4 4 29 39
business 1 1 2
26-40 1 1
41-50 1 1
others 9 9
26-40 7 7
41-50 1 1
over50 1 1
professional 1 1 5 7
26-40 3 3
less25 1 1 2 4
41%
59%
male
no
yes

46
student 2 2 3 14 21
26-40 1 3 4
less25 2 2 2 11 17
Interpretation:
Data analysis shows that out of total number of female 39 customers, 2
customers said they are dissatisfied,4 customers said they are highly
satisfied, 4 customers are neither satisfied nor dissatisfied and lastly 29
customers said that they are satisfied. Deeper analysis shows that 2
customers are satisfied. In others category most of the customers voted that
they are satisfied by Pantaloons for their services. Most of the frequency of
professional category indicates that 5 out of 7 customers are satisfied. Lastly
student category, in this category 2 out of 29 customers are dissatisfied for
some reasons but it should be find out, 4 customers are highly satisfied, 4
customers from the same category are neither satisfied nor dissatisfied for
some reason, but majority of the customers from this student category are
satisfied for getting good customer service quality and other things.
Are you satisfiedwith the promotional activities of Pantaloons?(male)
Category dissatisfied
Highly
satisfied
Neither
satisfied
nor
dissatisfied Satisfied
Grand
Total
male 1 9 17 34 61
business 1 2 3 9 15
26-40 2 1 5 8
41-50 1 1
less25 1 1 2 4
over50 2 2
others 1 2 3
26-40 1 1
less25 1 1
over50 1 1
26-40 9 9

47
41-50 3 2 5
less25 1 2 3
over50 1 1
student 3 11 11 25
less25 3 11 11 25
Interpretation:
It has been seen from the above data that out of 61 male customers 1
male customer is dissatisfied,9customers are highly
satisfied,17customers are neither satisfied nor dissatisfied,34
customers are satisfied with Pantaloons. If we individually compare
each class we will find that out of 15 customers in business class 1
customer is dissatisfied, 2 highly satisfied,3 neither satisfied nor
dissatisfied and 9 among them are satisfied. In others category 3 out
of 2 customers are belonging neither nor situation. Professional
category and student being the highest contributor. if we combine
total number of professional and student category we will find
majority of the customers are satisfied, but out of 46 customer 11
male customer still in confusion .
Clusteredcolumn chartof female responses
0
2
4
6
8
10
12
26-40 41-50 26-40 41-50 over
50
26-40 less 25 26-40 less 25
female
dissatisfied
Highly satisfied
Neither satisfied nor
dissatisfied
satisfied

48
Clusteredcolumn chartof male responses
Conclusion:
Taking total number of customer as a whole, it may be concluded that
3 customers are dissatisfied 14 customers are highly satisfied,21
customers are still in confusion, and 65 customers satisfied by the
amenities provided by the Pantaloons.
Q.7 are you aware ofPantaloons product?(female)
Row Labels no yes
Grand
Total
Female 16 23 39
business 1 1 2
26-40 1 1
41-50 1 1
others 2 7 9
26-40 2 5 7
41-50 1 1
over50 1 1
professional 7 7
26-40 3 3
less25 4 4
student 13 8 21
26-40 2 2 4
0
2
4
6
8
10
12
26-40
41-50
less
25
over
50
26-40
less
25
over
50
26-40
41-50
less
25
over
50
less
25
(blank)
(blank)
male (blank)
dissatisfied
Highly satisfied
Neither satisfied nor
dissatisfied
satisfied

49
less25 11 6 17
Interpretation:
Above data consist of 39 female customer’s review. Out of 39 female
customers 16 customers are not aware of Pantaloons own products. On the
contrary 23 customers are aware of Pantaloons own products. Deeper
analysis will find crystal clear picture. 2 customers from business category
among them 1 customer is not aware, in others category 77% customers are
aware of Pantaloons own products but 23% customers are not. In case of
professional category all customers are aware of it. Lastly, main reviews
came from student category where majority of customer (62%) failed to
recognize Pantaloons product.
Are you aware of Pantaloons product?(male)
Row Labels no yes
Grand
Total
male 20 41 61
business 5 10 15
26-40 1 7 8
41-50 1 1
less25 2 2 4
over50 1 1 2
others 1 2 3
26-40 1 1
less25 1 1
over50 1 1
professional 5 13 18
26-40 2 7 9
41-50 1 4 5

50
less25 2 1 3
over50 1 1
student 9 16 25
less25 9 16 25
Interpretation:
Most of the customers from male category are aware of Pantaloons
own product. It is evident from the above data that out of 61male
customers 20 customers are not aware of Pantaloons own product and
41 customers are aware of own products. In business category 33% of
the customers don’t know the local brands of Pantaloons but 67% of
customers are aware. In case of others category 1 customer voted
inverse of product recognition. And other customer voted in favor of
it.
33% customers from the both student and professional category are
unaware of own products of Pantaloons but 67% of customer are
aware of Pantaloons products which is a good sign.
Clusteredcolumn chart of female customers
Clusteredcolumn chart of male customers
0
2
4
6
8
10
12
14
26-40 41-50 26-40 41-50 over
50
26-40 less 25 26-40 less 25
female
no
yes

51
Conclusion:
There is an interesting fact revealed out of the analysis that most of
the customers are aware of Pantaloons own product. If wemake a
comparison between male and female customers, we will find 67% of
male customers are aware of Pantaloons own product and 58% female
customers are aware about Pantaloons own product. Awareness of
product recognition is little bit high on male customers. But overall a
high percentage of customers from both the category areaware of it.
Pantaloons product recognition is increasing day by day and innear
future, it will help Pantaloons to be a leader in Retail market.
Q.8 Do our promotional activities help you to find your own
product?( female)
Row Labels no yes
Grand
Total
female 10 29 39
business 2 2
26-40 1 1
41-50 1 1
others 3 6 9
26-40 2 5 7
41-50 1 1
over50 1 1
professional 2 5 7
26-40 1 2 3
0
5
10
15
20
26-40
41-50
less
25
over
50
26-40
less
25
over
50
26-40
41-50
less
25
over
50
less
25
(blank)
(blank)
male (blank)
no
yes
(blank)

52
less25 1 3 4
student 5 16 21
26-40 1 3 4
less25 4 13 17
Interpretation:
There arefour ways which Pantaloons follows for their promotional
activities (i.e E-media ,Printed media, radio&t.v,word of mouth) from
the above data it can be interpreted that out of 39 female customers 10
among them denied and said that Pantaloons activities do not help
them to find their own product. 29customers agreed and said
promotional activities help them to find out their own product. In
business category,2 customers agreed that promo. Activities help
them. In case of others category 3 out of 9 customers disagreed and
rest 6 customers agreed. Reviews form professional category prove
that 72% customers agreed with the above question. Lastly, in case of
student category 76% student said they find their own product only
because of Pantaloons’ promo. Activities.
Do our promotional activities help you to find your own product?(male)
Category no yes
Grand
total
Male 11 50 61
Business 3 12 15
26-40 3 5 8
41-50 1 1
less25 4 4
over50 2 2
Others 3 3
26-40 1 1
less25 1 1
over50 1 1

53
26-40 9 9
41-50 1 4 5
less25 1 2 3
over50 1 1
Student 6 19 25
less25 6 19 25
Interpretation:
As we know that product promotional activities creates the product
awareness among the customers. So from the above data we will find
how far Pantaloons is successful for creating awareness among their
customers. Out of 61 customers 50 customers are happy with
promotional activities and it also helps them to find out their own
product. On the contrary 11 male customers denied. In deeper sense if
we talk about business category 12 customers accept and said that
promo. activities help them to find their own brand. Andrest of them
refuse to accept it. In others category 3 customers accept it and 3
customers reject it.Students and professional category is the highest
contributor.in case of professional category 16 customer accept it and
2 customers reject it.19 customers from student’s category accept that
promo. activities help them to find their own brand but rest of the
others reject it.

54
Conclusion:
From the above analysis it is seen that positive responses from the
male customer is higher than female customer in terms of percentage.
25% of female customers feel that Promotional Offers do not help
them to find out their own product, but for male category, the refusal
rate is very minimal(17%).Pantaloons has to set a proper Promotional
Offers which help the customers to find out their own product.
Q.9canyou recallany product’s name? (male and female)
0
2
4
6
8
10
12
14
business
others
professional
student
business
others
professional
student
others
26-40 41-50 less 25 over 50
female
no
yes
0
2
4
6
8
10
12
14
16
18
20
26-40
41-50
less
25
over
50
26-40
less
25
over
50
26-40
41-50
less
25
over
50
less
25
(blank)
(blank)
male (blank)
no
yes

55
PRODUCT 1 2 3 4 5 6 7 8 9 10
Category
Ajil
e
akrit
i
bare
denim
byfor
d
chal
k
popper
s rig
s.f
jeans
Spritu
s
indus
route
Business 1 3 4 2 1 0 3 0 3 0
Others 1 1 3 3 1 1 0 1 1 0
professional 4 1 7 3 1 3 1 5 2 0
Student 5 7 10 3 1 3 4 9 2 0
grand total 11 12 24 11 4 7 8 15 8 0
Interpretation:
Product 1 represents Ajile 11% customers successfully recall Ajile’s
brand name, product 2 represents Akriti 12% customers recall akriti’s
brand name. product 3 represents bare denim and 24% of total
customers recall Bare’s name. product 4 represents Byford 11%
customers recall it’s name. product 5 represents chalk and very few
customer could able to recall it’s name(4%). Product 6 represents
poppers and 7% customers could able to recall poppers name. product
7 represents rig,8% customers recall it’s name. product 8 represents
S.f jeans and 15% customers were successfully recall it’s name.
product 9 represents Spritus’ name and 8% customers could recall it’s
name. product 10 represents Indus route but no responses had been
found out at the time of survey.
11%
12%
24%
11%
4%
7%
8%
15%
8%
0%
Brand wise Distribution
1 2 3 4 5 6 7 8 9 10

56
Conclusion:
Frequency of recall of bare denim, Byford, Ajile, Akriti, S.f jeans are
relatively high among all categories. Those brands are really
successful and popular. Specially professional &student category
prefer Ajile, bare Denim,Byford, S.f jeans for it’s quality, range,
designing, availability, brand value etc.
Q.10 Image of Pantaloons product in consumer’s mind? (Female)
Row Labels average good very Grand

57
good Total
female 6 19 14 39
business 1 1 2
26-40 1 1
41-50 1 1
others 6 3 9
26-40 4 3 7
41-50 1 1
over50 1 1
26-40 1 1 1 3
less25 1 3 4
student 5 10 6 21
26-40 1 1 2 4
less25 4 9 4 17
Grand Total 6 19 14 39
Interpretation:
Name, design, symbol, features are very important to create a good brand
image in consumers mind. From the above data of 39 female it is seen that 6
customers said average image of Pantaloons product,19 customers said that
they have good image of Pantaloons product,14 customers said that
Pantaloons products are very good. In deeper sense customers from business
group said product image in their mind about Pantaloons product is very
good. Review from the others category revealed that 6 out of 9 customers
voted for good image of product. In professional category 57% customers
considered that Pantaloons products have a very good image ,29% customers
voted for good image and rest of other customers voted for average image of
product. Since percentage of footfall among student category is very high.
Where 47% customers considered good image of product, 29% customers
said very good product image and rest of them said average image of
product.
Image of Pantaloons product in consumer’s mind?(male)

58
Row Labels average
below
average good
very
good
Grand
Total
Male 4 3 29 25 61
Business 2 4 9 15
26-40 1 2 5 8
41-50 1 1
less25 1 1 2 4
over50 1 1 2
Others 2 1 3
26-40 1 1
less25 1 1
over50 1 1
26-40 5 4 9
41-50 2 3 5
less25 2 1 3
over50 1 1
Student 2 3 13 7 25
Interpretation:
It is seen from the above data analysis that out of 61 customers: 25 customers find
very good image of Pantaloons products. 29 customers find good image of product.
4 among the customer find average image of the product and lastly 3 customers
find below average quality image Pantaloons product. Deeper analysis will show
actual picture of the product.15 customers from the business class among them 9
customers consider and find very good image of product.4 customers find good
image of the products and rest among them find average image of the product. In
professional and student category show original image of products. Where in
professional category 55% find very good image of product and rest of the others
find good image. In student category 52% customers find very good image of
Pantaloons productand 28% customers find very good image.

59
Conclusion:
As said earlier image of the product comes from different features of a
product. To create a successful brand value, Image of product is very
important. Majority of the customers have positive image about
Pantaloons product that means they find attractive quality at
reasonable.so Pantaloons will have to introduce more attractive
brands for uplifting image of their product.
Q.11 where do you find following better?[price] (female)
0
1
2
3
4
5
6
7
8
9
10
26-40 41-50 26-40 41-50 over
50
26-40 less
25
26-40 less
25
female
at pantaloons
other outlets
0
2
4
6
8
10
12
14
26-40
41-50
less
25
over
50
26-40
less
25
over
50
26-40
41-50
less
25
over
50
less
25
(blank)
(blank)
male (blank)
at pantaloons
other outlets

60
Row Labels at Pantaloons
other
outlets
Grand
Total
female 22 17 39
business 2 2
26-40 1 1
41-50 1 1
others 6 3 9
26-40 4 3 7
41-50 1 1
over50 1 1
professional 4 3 7
26-40 2 1 3
less25 2 2 4
student 10 11 21
26-40 2 2 4
less25 8 9 17
Interpretation:
Apparently it is seen that from the collected data that 22 out of 39
female customers have found better price at PantaloonsRetail& 17
female have found better price at other place category wise scrutiny
analysis will tell us more about it. In business category 2 customers
found better price at Pantaloons. 5 customers from others category
found better price at Pantaloons and rest 3 customers found at other
place. Most of the customers from professional and student category
are getting better prices atPantaloons, but 36% customer from both
category find better price at other place.
Where do you find following better?[price](male)

61
Row Labels
at
Pantaloons
other
outlets
Grand
Total
male 39 22 61
business 10 5 15
26-40 6 2 8
41-50 1 1
less25 2 2 4
over50 1 1 2
others 1 2 3
26-40 1 1
less25 1 1
over50 1 1
26-40 7 2 9
41-50 5 5
less25 2 1 3
over50 1 1
student 13 12 25
Interpretation:
From the above data of 61 male customers it is seen that 39 customers find
better price at Pantaloons and 22 customers. Now micro analysis will tell us
about category wise reviews. In business class 67% customers find better
price at Pantaloons and 33% customers find better price at other Retail. In
caseof others category out of 3 customers 2 customers find better price at
other Retail outlets and one customer find better price at Pantaloons. In
professional category, 15 customers find better price at Pantaloons and 3
customers find at Pantaloons. Lastly most of the student category customers
i.e 52% find better price at Pantaloons and rest of them find at elsewhere.

62
Conclusion:
Price is the key factor to transform a prospect to a final customer.so
for the Pantaloons reviews from the all categories are going in favor
of them, but reviews from professional and student categories made
little bit concern because near about 50% of the customers from
student category find their better choices at other Retail.
Where do you find following better?[quality](female)
0
1
2
3
4
5
6
7
8
9
10
26-40 41-50 26-40 41-50 over 50 26-40 less 25 26-40 less 25
female
at pantaloons
other outlets
0
2
4
6
8
10
12
14
26-40
41-50
less
25
over
50
26-40
less
25
over
50
26-40
41-50
less
25
over
50
less
25
(blank)
(blank)
male (blank)
at pantaloons
other outlets

63
other
outlets
Grand
Total
female 30 9 39
business 1 1 2
26-40 1 1
41-50 1 1
others 7 2 9
26-40 5 2 7
41-50 1 1
over50 1 1
professional 7 7
26-40 3 3
less25 4 4
student 15 6 21
26-40 4 4
less25 11 6 17
Grand Total 30 9 39
Interpretation:
Quality of product builds a long term relationship with customers. Value of a
brand depends upon quality of the product which is serving. Here from
above data we have seen that 30 out 39 female customers from the different
category found better quality productin Pantaloons and rest of them found at
other places. Most of the customers (78%) from others category found better
quality in Pantaloons and rest among them found elsewhere. In case of
professional and student category, image is same majority of the customer
voted for Pantaloons ‘good quality.
Where do you find following better?[quality](male)
other
outlets
Grand
Total

64
Male 51 10 61
business 12 3 15
26-40 6 2 8
41-50 1 1
less25 4 4
over50 1 1 2
Others 2 1 3
26-40 1 1
less25 1 1
over50 1 1
26-40 7 2 9
41-50 5 5
less25 3 3
over50 1 1
student 21 4 25
less25 21 4 25
Interpretation:
Above data, shows 51 out of 61 male customers found better quality at Pantaloons
and 10 customers find elsewhere.in business category 72% customers find better
quality at Pantaloons and 28% customers find other Retail shops. In case of
professional category 88% customers, find better quality at Pantaloons and rest of
them find another place. Lastly, for the student category 84% customers said they
find better quality at Pantaloons.

65
Conclusion:
It may conclude that Pantaloons has a good quality product image in
the minds of their customers. Percentage of the good reviews over bad
is relatively high for this aspect. But this image has to be retained for
all the time to sustain in the market.
0
2
4
6
8
10
12
26-40 41-50 26-40 41-50 over 50 26-40 less 25 26-40 less 25
female
at pantaloons
other outlets
0
5
10
15
20
25
26-40
41-50
less
25
over
50
26-40
less
25
over
50
26-40
41-50
less
25
over
50
less
25
(blank)
(blank)
male (blank)
at pantaloons
other outlets

66
Where do you find following better?[product range] (female)
Category at Pantaloons
other
outlets
Grand
Total
female 25 14 39
business 2 2
26-40 1 1
41-50 1 1
others 7 2 9
26-40 6 1 7
41-50 1 1
over50 1 1
professional 5 2 7
26-40 2 1 3
less25 3 1 4
student 13 8 21
26-40 2 2 4
less25 11 6 17
Interpretation:
It is seen from the above data that out of 39 female customers 25
customers find better product range at Pantaloons (64%) and rest of
the others find better product range at other outlets. If we go deeper
we will find in business category 2 customer find better product range
at other Retail while 7 customers find at Pantaloons. In others
category 78% customers prefer Pantaloons product range and 22%
customers find their preference at other Retails. 64% of the customers
from both category (i.e professional and student)find better product
range at Pantaloons and 35% of customers find better product range at
other Retail outlets.

67
Where do you find following better?[product range] (male)
other
outlets
Grand
Total
male 36 25 61
business 9 6 15
26-40 5 3 8
41-50 1 1
less25 2 2 4
over50 1 1 2
others 3 3
26-40 1 1
less25 1 1
over50 1 1
26-40 3 6 9
41-50 4 1 5
less25 2 1 3
over50 1 1
student 14 11 25
less25 14 11 25
Interpretation:
It is seen from the above data that 36 out of 61 male customers find
better product range at Pantaloons. 25 customers find better product
range at other places. In business, category 9 out of 15 customers find
better product range at Pantaloons, but Rest of the others elsewhere.
In case of others category 3 customers find better range at Pantaloons
itself. In professional category 10 customers, find better product range
at Pantaloons and remaining 8 find other place. In student segment,
56% of vote goes in favor of Pantaloons, but it is seen that 44% of the
total student category find their productelsewhere.

68
Conclusion:
60% of male customers voted in favor of Pantaloons while for women it is
64%. On an average 60% footfall believe that Pantaloons has a good product
range and its product are reasonably priced. Overall it’s a good image but
Pantaloons has to figure out what is the reason and why 40% of the total
customers find better productrange at other places ,why not in Pantaloons.
0
2
4
6
8
10
12
26-40 41-50 26-40 41-50 over 50 26-40 less 25 26-40 less 25
female
at pantaloons
other outlets
0
2
4
6
8
10
12
14
16
26-40
41-50
less
25
over
50
26-40
less
25
over
50
26-40
41-50
less
25
over
50
less
25
(blank)
(blank)
male (blank)
at pantaloons
other outlets
(blank)

69
Where do you find following better? [ambience](male& female)
at pan at oth at pan at oth
category male female
business
<25 years 1 3 1
26-40 years 8 1
40-50 years 1
>50 years 1 1
others
<25 years 1
26-40 years 1 5 2
40-50 years 1
>50 years 1 1
professional
<25 years 3 4
26-40 years 5 3 2 1
40-50 years 3 1
>50 years 2
student
<25 years 15 11 10 7
26-40 years 3 1
40-50 years
>50 years
grand total 39 22 28 11
Interpretation:
Above data shows that out of 61 male customers 39 customers find better
ambience at Pantaloons. And 22 find it elsewhere. And for female 28
customers find better ambience at Pantaloons and 11 customers find
ambience at other Retails.

70
Pie chart of better ambience among male customers
Pie chart of better ambience among female customers
Conclusion:
Ambience is directly related with the atmosphere, service
quality, after sales service, basic amenities provide it may be
assumed that customer service for the female category is
comparatively higher than the male customers because majority
of review from female category prefer Pantaloons ambience
there should be an equality for all the customers. Lastly it can
be said that ambience of Pantaloons is better than any other
Retail industry.
64%
36% at pan
at oth
72%
28%
at pan
at oth

71
Where do you find following better[overall ratings](female)
Row Labels average good
very
good
Grand
Total
Female 6 23 10 39
Business 1 1 2
26-40 1 1
41-50 1 1
Others 1 5 3 9
26-40 1 4 2 7
41-50 1 1
over50 1 1
Professional 5 2 7
26-40 3 3
less25 2 2 4
Student 5 12 4 21
26-40 1 2 1 4
less25 4 10 3 17
Interpretation:
The best part this specific question is no negative rating
recorded.During sample collection out of total number of 39
female customers, 6 customers gave an average ratings of
overall experience.23 customer voted for good experience, 10
customers were absolutely delighted and rate their overall
experience very good. 2 among them from business class rated
in favor of Pantaloons included one of them voted for good
rating. One of them voted for very good rating. In others
category customers made their choices as per their personal
experience in Pantaloons. 3 out of 9 customers rate it very good
and 5 among them rated as good and 1 customer rated as
average experience in Pantaloons.in professional category 71%
customers rated Pantaloons as good and 29%. Customers rate
outstanding/very good. Since, the footfall of student customer is
very large, so many of the responses came out of it. 65 out of
25 customers felt that Pantaloons overall service policy is not
up to the mark, rate them average. 12 customers rated

72
Pantaloons as good for it overall customer servicing policy.
And 4 out of 21 customers rate them very good.
Where do you find following better[overallratings](male)
Row Labels average good
very
good
Grand
Total
Male 7 30 24 61
Business 2 5 8 15
26-40 1 1 6 8
41-50 1 1
less25 1 1 2 4
over50 2 2
Others 1 1 1 3
26-40 1 1
less25 1 1
over50 1 1
26-40 6 3 9
41-50 2 3 5
less25 2 1 3
over50 1 1
Student 4 13 8 25
less25 4 13 8 25
Interpretation:
From the above analysis it is seen that out of 61 male customers 7
customers rated Pantaloons as average ,30 customers rated them as
good, 24 customers rated them very good for service policy. If we go
for more deeper analysis we will find 15 customers from business
category 8 among rate them as very good, 6 customers rated them as
good and 2 rate them as average. In others category 1 customer age
between <25 years rated very good. 1 customer age between 26-40
years rate as average. And 1 customer age between >50years rated as
good. In case of professional category is the second highest review
contributor where 11customers from different voted and claimed that
they found good service in Pantaloons. 7 customers were also from
different age

73
category rate as very good in terms of overall experience. In case of
student category, they are the highest contributor where 13customers
rated their experience as good,8 customers rated their experience as
very good, and lastly 4customers found least interest in Pantaloons
and rated as average on the basis of their personalexperience.

74
Conclusion:
Overall ratings are very much dependable upon some criteria such as
ambience, product range, product quality, customer’s satisfaction and
customer’s after sales service. But from the above two data we found
that maximum customers rate (52%) and share their experience as
good.35% of the customers rate as very good. 13%of the total
customers rate as average. But it’s a matter of delight that 0%
customers reviewed negatively.
0
2
4
6
8
10
12
26-40 41-50 26-40 41-50 over
50
26-40 less
25
26-40 less
25
female
average
good
very good
0
2
4
6
8
10
12
14
26-40
41-50
less
25
over
50
26-40
less
25
over
50
26-40
41-50
less
25
over
50
less
25
(blank)
(blank)
male (blank)
average
good
very good

75
CHAPTER – 8
CONCLUSION AND SUGGESTION
8.1 CONCLUSION:
 In Pantaloonssix monthly customer’s footfall is very high.
Customers shop at Pantaloons on an average of 6 monthly basis
only because of seasonal offers and attractive discount rates.
Six monthly customers are mainly from student and
professional category age between less than 25 years, 26-40
years. So it can be concluded that footfall from middle age
category is very high.
 Large number of customers came to know about Pantaloons
through the E-media( Facebook, website, WhatsApp, Instagram
etc.). Influence of E-media is relatively very high in both male
and female category. Word of mouth is another way by which
Pantaloons retain their recognition. But other promotional
activities like printed media and radio & television are avoided
by them.
 Percentage of satisfied customers are very high. This is a good
sign. But at the time of data collection it has been seen that a
percentage of male customers are still in confusion.
 Quality, collection, discount offers are very good at Pantaloons.
But product range has been set for upper middle class and
middle class customers.
 In case of GLP awareness 50% of total customers are aware.But
very few customers said that they are not registered with
Pantaloons. So it is understood that many of the customers
registered but they are unaware of GLP.
 Promotional activities of Pantaloons are really very helpful to
the customers. But very few customers from female category
believe that Pantaloons promotional activities help them to find
their own product.

76
 Image of the product comes from different features of product.
To create a brand image it is very important to maintain all the
amenities, which help customers to think about it for second
time. Reviews came from all customers were very good. There
is very good image of Pantaloons productin consumers mind.
 Pantaloons has a good quality product image in the minds of the
customers. Percentage of good reviews over bad are high.
 In case of product recognition, customers are very active. They
successfully recognize Pantaloons brand and they are aware that
those brands are exclusively Pantaloons brand.
 Most of the ratings from the customers prove thatthey are
delighted but percentage of good ratings over very good is little
bit low.
8.2 SUGGESTION:
 As we observedthat foot fall of six monthly customers is high
and also they are from student and professional category.
SoPantaloons must have to launch some special offers, focusing
on middle age category customers , so that monthly customers
can be converted into quarterly customers.
 Visitation of E-media and word of mouth is in good standard
but Pantaloons must use other promotional medium to attract
and hold a large customer segment.
 Features of Pantaloon products are good. ButPantaloons also
has to set some affordable product range for middle class, and
lower middle class people. Range diversification is needed.
 As GLP awareness is not up to the mark. Pantaloons needs a
massive advertisement for delivering the message to their
customers.
 Influence of promotional activities among female segment is
low. So Pantaloon has to have a good plan for influencing
female customers by their promotional activities.
 Pantaloons must have to retain their quality, collection, design
for their future development and growth.

77
 Now a days customer learn about the product mainly from
television, internet, ad boards etc. so efforts of the company are
going in right direction. But only suggestion is to increase the
frequency of the television ads and ad boards.
 Percentage of highly satisfied customers must be increasedby
enhancing service quality, product availability, product range,
after sales service, information about the product, selling
approachetc.

78
CHAPTER-9
QUESTIONNAIRE:
CREATING CONSUMER’S AWARENESS BY THE PROMOTIONAL
ACTIVITIES OF PANTALOONS:-
1. Customer’s name
…………………………………………
2. Gender : Male Female
Age Group (Years):
a) Less than 25
b) 26 – 40
c) 41 – 50
d) Over 50
3. Customer’s location
………………………………………………
4. Occupation :
a) Business b) Student
c) Professional d) Others
5. How often do you shop at Pantaloons:-
a) Once a week
b) Once a month
c) Once in 6 month
d) Once a year

79
6. What comes to your mind when do you visit Pantaloons:-
a) discount offers
b) product range
c) collections
d) Quality
7. Through Which Promotional activities you came to know about
Pantaloons:-
a. E-media
b. Printed Media(hand bill)
c. Radio & Tele Vision
d. Word of Mouth
8. Where do you find the following better ( Please Mark )
At Pantaloons
Hatibagan
Branch
Other Retail
outlets
Price
Quality
Product range
Ambience
9. Are You aware of our Green card loyalty programme :-
a) Yes b) No
10. If Yes, Are you a Registered Member :-
a) Yes
b) No

80
11. Are you satisfied with the promotional activities of
Pantaloons :-
a) Highly Satisfied
b) Satisfied
c) Dissatisfied
d) Neither satisfied Nor Dissatisfied
12. Are you aware of Pantaloons’ own Product:-
a) Yes
b) No
13. Can you recall any product’s name from the options below:-
a) Spiritus b) Byford
c) Rig d) ajile
e) chalk f) poppers
g) bare denim h)s.f jeans
i) akriti j) indus route
14. What is the image of our product in your mind:-
a. Very Good
b. Good
c. Average
d. Below Average
15. Do our promotional activities help you to find your own
product:-
a)Yes b) No

81
16. How would you rate overall experience in Pantaloons:-
a) Very good
b) Good
c) Average
d) Below average

82
CHAPTER-10
BIBLOGRAPHY
Web sites:
 www.Pantaloonsfashine.com
 www.indianretalling.com
 www.abfrl.com
 www.ibef.org/industry/Retail_india.aspx
 www.eRetail.com
 www.slideshare.com
 www.delloitindia.com
 www.wikipedia.com
books and e-journal:
 A.Sivakumar,Retail marketing( introduction part)
 Retailindia/e-book/012po123/qwe01/75AS
 Philip kotlar and kevin lane keller( marketing management), 13th edition

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