11-12-2012, 04:28 PM
CONSUMER BEHAVIOUR IN PANTALOON FRESH FASHION, CROSS RIVER MALL, SHAHDARA, DELHI.
CONSUMER BEHAVIOUR.doc (Size: 232.5 KB / Downloads: 39)
INTRODUCTION
Pantaloon Retail (India) Limited, is a large Indian retailer, which is part of the Future Group, Whose MD and Group CEO is Mr. Kishore Biyani,
and operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market .With effect Jan. 1, the company searated its discount store business, which includes the Big Bazaar hypermarket and the Food Bazaar supermarket businesses, into Future Value Retail Ltd., its wholly-owned subsidiary, so that the company may be listed independently.
The company’s brands include Pantaloons, a chain of fashion outlets, Big Bazaar, a hypermarket chain and Food Bazaar, a supermarket chain. Some of the company's other regional brands include, Depot, Shoe Factory, Brand Factory, Blue Sky, aLL, Top 10 and Star and Sitara.
A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-format home solutions store, Collection i, selling home furniture products and E-Zone focused on catering to the consumer electronics segment.
RETAILING IN INDIA
The Indian retail industry is the fifth largest in the world. Comprising of organized and unorganized sectors, India retail industry is one of the fastest growing industries in India, especially over the last few years. Though initially, the retail industry in India was mostly unorganized, however with the change of tastes and preferences of the consumers, the industry is getting more popular these days and getting organized as well. With growing market demand, the industry is expected to grow at a pace of 25-30% annually. The India retail industry was expected to grow from Rs. 35,000 crore in 2004-05 to Rs. 109,000 crore by the end of year 2010.
According to the 8th Annual Global Retail Development Index (GRDI) of
AT Kearney, India retail industry is the most promising emerging market for investment. In 2007, the retail trade in India had a share of 8-10% in the GDP (Gross Domestic Product) of the country. In 2009, it rose to 12%. It is also expected to reach 22% by 2010-11.
According to a report by Northbridge Capita, the India retail industry is expected to grow to US$ 700 billion by 2010-11. By the same time, the organized sector will be 20% of the total market share. It can be mentioned here that, the share of organized sector in 2007 was 7.5% of the total retail market.
PANTALOON RETAIL CHAIN
Pantaloons Retail (India) Limited, is India’s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai (Bombay), the company operates over 16 million square feet of retail space, has over 1000 stores across 73 cities in India and employs over 30,000 people.
The company PRIL’S leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and Central, a chain of seamless destination malls. Some of its other formats include Brand Factory, Blue Sky, aLL, Top 10 and Star and Sitara.
Future Group
Pantaloon Retail is the flagship enterprise of the Future Group, which is positioned to cater to the entire Indian consumption space. The Future Group operates through six verticals: Future Retail (encompassing all retail businesses), Future Capital (financial products and services), Future Brands (management of all brands owned or managed by group companies), Future Space (management of retail real estate), Future Logistics (management of supply chain and distribution) and Future Media (development and management of retail media).
Future Capital Holdings, the group's financial arm, focuses on asset management and consumer finance. It manages two real estate investment funds (Horizon and Kshitij) and consumer-related private equity fund, In division. It also plans to get into insurance, consumer credit and other consumer-related financial products and services in the near future.
Future Group's vision is to, "Deliver Everything, Everywhere, Every time to Every Indian Consumer in the most profitable manner." One of the core values at Future Group is, 'Indianess' and its corporate credo is - Rewrite rules, Retain values.
COMPETITION
In the fashion segment, they face competition from Shoppers Stop, Vishal Mega Mart, Reliance Trendz, Trent, Westside and Lifestyle. Though the hypermarket is new only three to four years old in the country competition is faced from likes RPG (Spencer's), Trent (Star India Bazaar) and with Shoppers Stop.
Several other outlets which are giving competition to Pantaloon are Koutons,
Charlie outlaw, Cantabil , etc.
Another competitor may prove to be a very potential, which is going to enter in the Indian market, and it is the WALL- MART coming to India, in partnership with Bharti.
PANTALOON’S BRAND vs. THEIR COMPETITOR
Brand: The American Marketing Association describes a brand as ‘name, term, symbol or design, or a combination of them intended to identify the goods and service of one seller or group of sellers and to differentiate them from those of competition’.
The company has its own brands but it focus on other multiple brands as well.
It also provides various other brands to its customers. It has a collaboration with many different brands and it sales them under its name ,it provides benefit to both.
The Competitor Brands in the Market are:
Koutons, Tng, Cantabil, TQS, La FAnso, Charlie Outlaw, Reliance, Cobb Italy, Levi’s, etc.
As these are the small retail outlets placed nearby to the local markets, so they are giving competition to pantaloon.
SURVEY DESIGN/STUDY AREA
Random stratified sampling was chosen for research. Cross River Mall, Shahdara was selected as the study area and people from this area were selected for filling up of questionnaires and collecting responses due to convenience of location.
SAMPLING PLAN: Sampling plan for this research project is divided into following four steps:
• Sample size: A sample size of 100 respondents was chosen because of time constraint. Though small sample size but it consists of varied type of respondents so as to overcome any error at the time of generalization of result.
• Sample unit: Pantaloon store at Cross River Mall, Shahdara, Delhi was chosen as sample unit. Survey was conducted in February- March 2010.
• Sample procedure: Due to time and various other constraints convenience was restored. But efforts were made to check the accuracy of responses.
CONCLUSION
This research report aims to study consumer attitude towards Pantaloon and highlights its strengths and weaknesses in order that Pantaloon can fight the competition in a better way. Though Pantaloon captures a different market and is giving competition to big players like Vishal mega mart and big bazaar.
Retail in India is a booming sector nowadays and Pantaloon should try to benefit more from it. Recommendations given should be considered by Pantaloon in order to emerge as a winner in long run.