A MINNOR PROJECT
ON CONSUMER ATTITUDE
TOWARDS
PANTALOON FRESH FASHION
SUBMITTED TO
NATIONAL INSTITUTE OF FASHION TECHNOLOGY
BY ANKITA JAIN (GEMM)
PREFACE
Retailing is going thriugh a transition phase in India. The retail trade sector
comprises of establishments engaged in retailing merchandise, generally
without transformation, and rendering services incidental to the sale of
merchandiser. Retailing process is the final step in the distribution of
merchandise. The corner grocery store, which was the only the choice available
to the consumer, is giving the international formats of retailing. There had a
boom in retail trade in India owing to a gradual increase in the disposable
incomes of the middle class households. More and more players were coming
into retail bussiness to introduce new format like malls, supermarket, discount
store, department stores and traditional looks of bookstores, chemist shops and
furnishing stores.
The traditional food and grocery segment has seen the emergence of
supermarket/ grocery chains ( Food World, Apna Bazaar, Vishal Mega Mart,
Pantaloon, Spencer’s), convenience stores (HP Speed mart) and fast-food chains
(McDonalds, Pizza Hut etc).
Pantaloon Retail(India) Limited, is a large Indian retailer, which is part of the
Future Group, and operates multiple retail formats in both the value and
lifestyle segment of the Indian consumer market. Headquartered in Mnmbai the
company has over 1,000 stores across 71 cities in India and employs over
30,000 people, and as of 2010, it was the country’s largest listed retailer by
market capitalization and revenue.
ACKNOWLEDGEMENT
I would like to extend my heartfelt gratitude to all those who have contributed
towards the successful completion of my minnor project. Foremost among them
is Miss. Jagruti Mishra for her helpful and generously extented support and by
sparing her valuable time to guide and suggest us towards completion of this
project.
I do owe a deep sense of gratitude to all the members and customers of
Pantaloon Fresh Fashion (Ahmedabad) and all those who stood with me and for
their continuous support and co-operation during the project. They too have
contributed in no mean amount towards the success of my endeavors. Ialso
thanks all the faculty of my Fashion Management Department for giving me an
opportunity to do the project.
SUMMARY
This project report throws light on the reasons behind customer’s decision of
choosing Pantaloon for purchase of Apparels and various other products from
Pantaloon. Pantaloon is one of the emerging players in the Indian retail industry
and offers a deep insight into the industry.
For completion of this report nearby Pantaloon stores i.e. in Law Gardern
(Ahmedabad) for conducting survey and fulfillment of questionnaires. A sample
size of 50 was selected due to limitation of time. Among those who were
interviewed consist of housewives, professional, and even college going
students. Though the sample size considered was small but it varied in order to
overcome all the odds. Random stratified sampling method was considered to
be best suited to fulfill the project hypothesis. A structured questionnaire was
constructed in order to measure the responses of respondents on suitable scale
so that they can analyzed on SPSS. Primary data collection was done through
questionnaire and interviews and secondary data collection through company
websites and various previous research reports.
Through survey effect of various factors like ambience of stores, low prices and
convenience came in light and the reason of people choosing Pantaloon over
other retail outlet became clear. Respondents gave many suggestions for
Pantaloon like they should have more Staff especially during Sales, more Sitting
area, more variety etc. Feeding the data into SPSS for analysis gave interesting
result which have been compiled and tabulated in this report.
INTRODUCTION
1. INDUSTRY OVERVIEW
RETAIL
Retailing is defined to include all the business activites retailing to selling of
goods and services to the final consumers. It is the final link in a Product
Supply Chain.
RETAILING IN INDIA
The India 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 last few years. Though initailly, the
retail industry in India was mostly unorganized, however with the change of
tastes and preference of the consumers, the industry is getting more popular
these days and getting organized also. With growing market demand, India’s
retail market valued at US$ 350 billion in 2009 and US$ 427 billion in 2010.
The retail industry is expected to grow 13% in 2011.
According to the 10th Annual Global Retail Development Index (GRDI) of AT
Kearney, India retail industry is the most attractive emerging market for
Investment in 2009. The share of retail trade in the country’s Gross Domestic
Product (GDP) was between 8-9% in 2007 and in 2009 it was around 12%. It
also expected to reach 22% by 2010. Foreign direct investment (FDI) inflows
between April 2000 -2010, in single- brand trading, stood at US$ 194.69
million, according to the Department of Industrial Policy and Promotion
(DIPP).
As a democratic country with high growth rates, consumer spending has risen
sharply as the youth population ( more than 33% of the country is below the age
of 15) has seen a significant increase in its disposable income. Consumer
spending rose an impressive 75% in the past four years alone. Organised retail,
which accounts for almost 5% of the market, is expected to grow at a CAGR of
40% from US$ 20 billion in 2007 to US$ 107 billion by 2013.
MARKET SEGMENT
The Retail Sector is definitly witnessing a growth phase and everyone want to
make their presence felt in order to take their share of this huge pie. Take a
gourmet trip-dig in to sample the depth and breadth of this amazing sector.
Types of Retail verticals operating at what size in India.
Consumer durables – 62%
Furniture – 10%
Food – 8%
Health, Beauty & Pharma – 6%
Telecom – 45
Leisure & Entertainment – 4%
Books & Music – 3%
Fashion – 2%
Fashion Accessories – 1%
MARKET SEGMENT
7 8 9
6 3% 2% 1%
5 4%
4%
4
6%
3
8%
1
2 62%
10%
RETAIL FORMATS IN INDIA
Format Desription Example
Category Specialist Killer Offer a narrow variety Marvadi store (A’BAD)
with a very deep Home Depot (Chennai)
assortment of the Toykemp (Banglore)
merchandise. The Loft (Mumbai)
Merchandise many be Vijay Sales (Mumbai)
sold at the price lower
than that.
Convenience Usually located near 7-Eleven
residential area & open Speed mart
long hours. Offer an In & Out
assorted mix of product
including milk, break
and eggs,
Department Stores Large store selling Marks & Spencer,
several product lines, Harrods,
with each operating as a Selfridges
department. Product Shopper’s Stop,
mix is largely non-food, Pantaloon,
like apparel,accessories, Globus,
books, music, footwear Ebony.
etc level of service is
very high.
Factory Outlets Stores which sell Levi’s Factory Outlets,
branded merchandise at Reebok Factory Outlets,
discount. Levels of Wrangler Factory
service are low, Outlets.
typically, these are
franchise outlets located
away from the main
market
Hypermarket Large self service stores Wal-Mart,
selling a mix of Big Bazaar,
products, these stores Giant’
offer large depth in the Reliance Mart.
product mix which
includes Food, non-
food items like apparel,
CD’s, DVD’s,
footwear, etc. The low
price for the product is
a key attraction for the
customer .
Single Price Stores Offer an assorted mix of Family Dollar,
branded and unbranded Dollar General,
merchandise, to appeal
to the budget conscious
customer.
Specialty Stores Focus on brand o a Crossword,
particular category. Planet health,
They offer a narrow Music world
product line but good
depth, level of service is
high.
Supermarket These stores offer food, Asada,
laundery and household Tesco,
maintenance product. Food Bazaar,
They are self service, Reliance Fresh.
low cost, low margine
and high volune
operators.
COMPANY PROFILE
Pantaloon Retail ( India) Limited, is India’s leading 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
Indian consumer market. Headquartered in Mumbai with zonal offices at
Kolkata ,Bengaluru, and Gurgaon (Delhi), the company operates over 16
million square feet of retaill space, has over 1000 stores across 73 cities in India
and employs over 30,000 people. With effect Jan. 2001, the company seperated
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 can listed independently.
Pantaloon Retail forayed into mordern retail in 1997 with the launching of
fashion chain, Pantaloon in Gariahat (Kolkata) In 2001,it launched Big
Bazaar, a hypermarket chain that combines the look and feel of Indian
bazaar,with aspects of modern retail, like chice, convenience and hygiene. This
was followed by Food Bazzar, food and grocery chain and launch Central, a
first of its kind seamless mall located in the heart of major Indian cities. Some
of the company’s other format include, Home Town (home products), Depot
(books, music, gifts and stationery) Shoe Factory (footwear) , Brand Factory
(fashion apperal of different brands), Blue Sky (fashion accessories), All
(fashion apperal for plus-size individuals), Navras andStar and Sitara ( beauty),
Ethnicity( traditional fashion apperal), E-Zone (consumer electronic), Future
Bazaar (etailing venture as futurebazaar.com).
Future Group
Pantaloon Retail is flagship enterprise of the Future Group, which is positioned
to cater 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 Brand (management of retail
real estate), Future Logistics (management of supply chain and distribution) and
Future Media (development and management of retail media).
Future Capital Holding, the group’s financial arm, focuses on asset management
and consumer finance. It manages two real estate investment funds (Horizon
and Kshitiji) and consumer-related private equity fund, indivision. It also plans
to get into insurance, consumer credit and other consumer-related financial
product and services in the near future.
Future Group’s vision is to, “Deliver Everything, Everywhere, Everytime 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
MAJOR MILESTONES
1987: Company incorporated as Manz Wear Private Limited. Launch of
Pantaloons trouser, India’s formal trouser brand.
1991: Launch of BARE, the Indian jeans brand.
1992: Intial public offer (IPO) was made in the month of May.
1994: The Pantaloon Shoppe – exclusive menswear store in franchisee format
launched across the nation. The company strats the distribution of branded
garment through multi-brand real outlets across the nation.
1995: John Miller – Formal shirt brand launched.
1997: Pantaloon – India’s family stores launched in Kolkata.
2001: Big Bazaar, ‘Is se sasta aur accha kahi nahin’ – India’s first hypermarket
chain launched.
2002: Food Bazaar, the supermarket chain is launched.
2004: Central – ‘Shop, Eat, Celebrate In The Heart Of Our City’ – India’s first
seamless mall is launched in Banglore.
2005: Fashion Station-the popular fashion chain is launched, ALL – ‘a little
larger’ – exclusive stores for plus-size individuals is launched.
2006: Home Town was launched along with consumer durables format, E-Zone
and furniture chain, Furniture Bazaar.
2007: Future Group crosses US$ 1 billion turnover marks.
2008: Rural Retail Chain, Aadhar was launched and Ethnicity also launched.
The first Pantaloon was opened in Gariahat (Kolkata) in 1997. Over the years,
it
has undergone several transistion. When it was first launched, this store mostly
sold external brands.
store, it finally veered towards becoming a fashion store with an emphasis on
‘youth’ and clear focus on ‘fresh fashion’
Today, the fashion stores extends to almost all the major cities across the
country .
Pantaloon have established its presence with stores not just in the metros, but
also
in smaller towns. Pantaloons stores have a wide variety of categories like casual
wears, ethnic wear, formal wear, party wear and sports wear for Men, Women
and
Kids.It includes different varieties Bare Denium, UMM, John Miller, Provogue,
Spykar,Agile, Rig, Lee Cooper, Anabelle, Honey, Jealus21, All, UrbanYoga.
Biba,
Akkariti etc.
‘Fresh Fashion’ an idea that has captured the imagination of young India. With
a
focus on the youth of today, pantaloons offers trendy and hip fashion that
defines
the hopes and aspirations of this demography.
COMPANY PROFILE
