- 60% of respondents prefer branded garments and purchase most during sales. - Pantaloons is the second most popular destination for apparel purchases. - 92% of respondents have a Pantaloons membership card. - 78% of respondents are satisfied with their membership benefits. - There is a dependency between gender and customer preferences - men prefer non-Pantaloons brands while women prefer Pantaloons brands. - The most preferred brands are Spyker for men, Honey for women, and Bare Kids for children.

1. YOGESH P. KESHUR
ENROLLMENT NO.:137870592024
M.B.A.- SEMESTER 3
ATMIYA Institute of Technology & Science
M.B.A. PROGRAMME
Affiliated to Gujarat Technological University
Ahmadabad
July 2014

4. Primary Objective:
To conduct study on customer perception
towards brands in pantaloons.
Secondary Objective:
Consumer Retention Strategy
Effectiveness of Promotional Campaign
General Observation

5. Research is all about finding something the absence of
which may distort our ability to take informed decisions
-(Nwokah et al.,2009)
Business research is defined as the systematic and
objective process of gathering, recording and analyze the
data for aid in making decision.
-(Zinkmund 2007)
A research design is the detailed blueprint used to
guide a research study towards its objective.

6. Sample Universe Pantaloon store at Rajkot
Sample size 50 respondents
Research Instruments A structured formatted
questionnaire & observation

7. Prefer by
customer
60% customers
prefer the
branded
garments.
40% prefer both
either branded or
non branded
garments
0
5
10
15
20
25
30
branded non-branded both
30
0
20
branded
non-branded
both

8. Frequency of
buying from
pantaloons
During the sale
the arrival rate of
customer is high
as compare to
other days
20%
6%
60%
14%
Sales
monthly fortnightly during sale quarter

9. HAVE MEMBERSHIP CARD
CATEGORIES OF
MEMBERSHIP CARD
0
5
10
15
20
25
30
35
40
45
50
yes
no
46
4
member ship
member ship
0
5
10
15
20
25
30
1-star
3-star
5-star
7-star
27
10
4
3

10. 0
5
10
15
20
25
30
mens
womens
mens women's
Pantaloons
brands
18 23
Non pantaloons
brands
28 21
Aditya birla group
brands
4 6

11. Lee cooper 5
Spyker 15
Celio 2
Bare denim 4
Bare leisure 3
j.m.sport 1
John miller 8
Peter england 2
ajile 1
Rig 5
umm 0
Alto moda 2
Lombard 1
F factor 1
0
2
4
6
8
10
12
14
16
5
15
2
4
3
1
8
2
1
5
0
2
1 1

12. women
Leecooper 1
Biba 1
Jealous 4
109 f 9
Rang manch 9
aakariti 7
Trisha 2
Alltomoda 2
Rig 0
Bare denim 3
Ajile 2
honey 10
0
1
2
3
4
5
6
7
8
9
10
womens
womens

13. children
Chalk 10
chier pie pie 5
allensolly 7
Bare kids 25
Aakriti 3
0
5
10
15
20
25
Chalk
chier pie pie
allensolly
Bare kids
Aakriti
kids
kids

14. Satisfied 34
Moderate 13
dissatisfied 3
0
5
10
15
20
25
30
satisfied
moderate
dissatisfied
30
13
3

15. Particulars
Alteration 19
Communication 10
Exchange policy 21
0
5
10
15
20
25
alteration
communication
exchange policy

16. Particulars No.of
respondants
a.c.problem 28
Trial room 3
Staff service 7
Waiting in queue 12
0
5
10
15
20
25
30
AxisTitle
Axis Title
no. of respondants
no. of
respondants

17. Particulars
Yes 26
No 24
23
23.5
24
24.5
25
25.5
26
yes
no
26
24

18. Components Quality Fashion Price Service Total
Gender
Male 6 6 7 2 12
Female 12 9 2 6 29
Total 18 15 9 8 50
Null hypothesis (Ho): V1 (Gender) and V2 (CUSTOMER PREFRENCES) are
independent.
Alternative hypothesis (Ha): V1 (Gender) and V2 (CUSTOMER PREFRENCES) are
dependent

19. fo fe fo-fe (Fo-fe)2 (Fo-fe)2/fe
6 7.56 -1.56 2.43 .3219
6 6.3 0.3 .09 .0142
7 3.78 3.22 10.368 2.742
2 3.36 -1.36 1.8496 .5504
12 10.44 1.56 2.4336 .233
9 8.7 .3 .09 .010
2 5.22 -3.22 10.36 1.98
6 4.64 1.36 1.849 .398
6.249
fe = RT x CT
N
fe = expected frequency in a given cell,
RT = row total for the row containing that cell,
CT = column total for the row containing that cell,
N = total number of observations
X2 = Σ[(fo – Fe)2 / fe]

20. Degree of freedom in a chi-square test of independence
=(r-1)(c-1)
=(2-1)(4-1)
=(4-1)(3-1)
=3
Degree of freedom 5% so, take value of 0.005 from the table
tab=14.860
-:Conclusion:-
Chi-square calculate value is less than chi-square table value so
null hypothesis is rejected, so v1=v2 we can say that the (Gender)
and V2 (CUSTOMER PREFRENCES) are dependent.

21. •60% respondents purchase branded apparel.
•60% respondents purchase in the sale season or during scheme.(Q.2).
•Pantaloons is the 2nd destination for purchasing the garments with 30%.(Q.3).
•92% respondents have membership in pantaloons. (Q.4).
•78% are satisfied and fill membership benefits (Q.6).
•Men’s respondents are purchase the non pantaloons brand while female
purchase pantaloons brands. (Q.7).
•1st brands which is select by the respondents in men's spyker, in women’s
honey, in kids bare kids. (Q.13).
•68% satisfied with the brands available in the pantaloons.(Q.8)
•42% are like exchange policy. (Q.9).
•56% facing the A.C. problem while purchasing.( (Q.10).
•50% say good about pantaloons. (Q.12).

22. Personal Bias:
Some respondents may have had personal bias due to which they may not
have given the correct information and due to which the right conclusion may
not be have been derived at.
Sample Size:
The Sample size taken is only 50; which may not result in very accurate results.
Human Constraints:
The human constraints were also important limitation because the type
of random sample that has been taken for conducting the research.
Time Limit:
The time limit taken for conducting the research was very less it could
also be one of the limitations of the study.

23. •There is need of improvement in services given by sales girl to the customer
like greeting, could help customer in choosing clothes.
•The people want more brands in Pantaloons like catch me, pepe jeans, Levis,
mufti, Louie Philippe….
•Arrange events for the 3*,5*,7* green card members.
•Make a big fun zone included with more games.
•Pantaloons can go for different variety of dresses for bride and groom with
range of different prices
•Pantaloons can go for tie up with food products for lucky draw or discount
coupons.
•Try to focus on service facility more.
•Increase the cash counter during sale time.
• Reduce the cost of carry bag.
•Continuous announcements of different schemes will keep the brand recall
better in the minds of consumers.
•Emphasizing on other aspects such as increasing the product-brand-offering
will attract more consumers.