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 A

SUMMER INTERNSHIP PROJECT REPORT

ON

‘Comparative study of effectiveness by promotional

schemes Zudio and Pantaloons’

Submitted to

Sal institute of management

(807)

AHMEDABAD

Under the guidance of

Dr. Deepika Mam

In partial Fulfilment of the Requirement of the award of the degree of

Master of Business Administration (MBA)

Offered By

Gujarat Technological University

Ahmedabad

Prepared by:
MANTHAN K. VORA
MBA – SEMESTER
Year: Oct 2021
 Student’s Declaration

I hereby declare that the Summer Internship Project Report titled “Comparative

study of effectiveness by promotional schemes Zudio and

Pantaloons” is a result of my own work and my Indebtedness to other work
publications, references, if any, have been duly acknowledged. If I am found guilty of
copying from any other report or published information and showing as my original work, or
extending plagiarism limit, I understand that I shall be liable and punishable by the
university, which may include ‘Fail’ in examination or any other punishment that university
may decide.

Enrollment no. Name Signature

208070592039 MANTHAN K. VORA

Place: Ahmedabad Date:

This is to certify that project work embodied in this report entitled “Comparative

study of effectiveness by promotional schemes Zudio and

Pantaloons”was carried out by MANTHAN K. VORAfor ENROLLMENT NO:
208070592039 of Sal Institute of Management (807)

The report is approved / not approved.

Comments of External Examiner.

This report is for the partial fulfilment of the requirement of the award of the degree of
Master of Business Administration offered by Gujarat Technological University.

----------------------------------------

(Examiners Sign)

Name of Examiner:

Institute Name: Sal Institute of Management

Institute Code: 807

Date:

Place: Ahmedabad
PLAGIARISM REPORT
 INSTITUTE CERTIFICATE
Date: ___/__/____

“This is to Certify that this Summer Internship Project Report Titled “Comparative
study of effectiveness by promotional schemes Zudio and Pantaloons” is the
bonafide work of MANTHAN K VORA(Enrolment No. 208070592039), who has carried
out his / her project under my supervision. I also certify further, that to the best of my
knowledge the work reported herein does not form part of any other project report or
dissertation based on which a degree or award was conferred on an earlier occasion on this or
any other candidate. I have also checked the plagiarism extent of this report which is
……… % and it is below the prescribed limit of 30%. The separate plagiarism report in
the form of html /pdf file is enclosed with this.

Rating of Project Report [A/B/C/D/E]: _______________________

(A=Excellent; B=Good; C=Average; D=Poor; E=Worst) (By Faculty Guide)

Signature of the Faculty Guide/s

Signature of Principal/Director with Stamp of Institute

 PREFACE

MBA is a stepping-stone to the management carrier and to develop good manager it is

necessary that the theoretical must be supplemented with exposure to the real environment.
Theoretical knowledge just provides the base and it’s not sufficient to produce a good
manager that’s why practical knowledge is needed.

I have completed the Research Project on “Comparative study of

effectiveness by promotional schemes Zudio and
Pantaloons”
’. I have tried to cover each and every aspect related to the topic with best of my capability.

I hope research would help many people in the future.

(MANTHAN K. VORA)
 ACKNOWLEDGEMENT

Regarding my project with Effectiveness of Promotional Scheme, I would like to thank each
and every one who offered help, guideline and support whenever required.

I am extremely grateful to my guide, DR. DEEPIKAMAM for their valuable guidance and
timely suggestions. I would like to thank all faculty members of the SAL INSTITUE OF
MANAGEMENT for the valuable guidance and support.

I would also like to extend my thanks to my members and friends for their support.

MANTHAN K. VORA
 CONTENTS
Sr. no. Chapter Page No.
1. Abstract
2 Introduction
3. Objective
4. Background
5. Overview of both companies
Brands
Product mix
Sales promotions

6 Literature review
7 PortersFive Forces Model
8 Swot Analysis
9 Research Methodology
10 Data Analysis and Interpretation
11 Findings
12 Learning From Sip
13 Limitation
14 Bibliography
 1.Abstract
Currently numerous promotional schemes are given by retailers to increase their
sales and capture market share. The controversial discussion is weather the
promotional scheme has an impact on customer’s mind or not the core objective
of project is comparative study of different promotional schemes at Zudio and
Pantaloons in Ahmedabad.
 2.INTRODUCTION
As a part of our study of MBA program, we are taken capstoneproject work to
gain knowledge as management students. In relation to
thementionedobjectivetheprojectundertakenbyuscoverscomparativethestudyonpr
omotionalschemeoftworetailstores
ZUDIO

PANTALOONS

One’s a customer get inside the store he will find all kinds of products
availablethat may be Food item, Casual Wear, Formal Wear, Western Wear,
Ethnicetc. So thatthe various types of promotional schemes are offer by the
retailers to attractcustomersBecause of these features it has a very good
reputation in that area
andcustomerswhoareresidingfarawayandinotherareastheyalsovisitthestore.
As customer’s tastes and preferences are changing, the market scenario is
alsochanging from time to time. Today’s market scenario is very different from
that of
themarketscenarioofbefore10years.Therehavebeenmanyfactorsresponsibleforthe
changingmarketscenario.Itisthechangingtastesandpreferenceofcustomerwhichha
s bought in a change in the market. Income level of the people has changed;
lifestyles and social class of people have completely changed now than that of
oldendays, the shopping habits of customers are also changed new generation
people areno more dependent on that market and far off departmental stores.
Today we can seea new era in market with the opening up of many
departmental stores, hyper
market,malls,brandedretailoutletsandspecialtystores.Intoday’sworldshoppingisn
otanymore tiresomeworkratherit’sapleasant outingphenomenon now.
 3.Objectives
• TodocomparativestudyofeffectivenessofpromotionalschemesbyZudioan
dPantaloons
• ToUnderstandthedifferent typesofsales promotions.
• Tounderstandtheimpact ofpromotionschemeson costumer’smind.
• ToknowtheeffectivenessofthepromotionalactivitiesdonebyZudio and
Pantaloons.
 4.Background

• Retailinvolvesthesaleofgoodsfromasinglepoint(malls,markets,department stores etc)

directly to the consumer in small quantities for his enduse. In a layman’s language,
retailing isnothing but transaction of
goodsbetweenthesellerandtheenduserasasingleunit(piece)orinsmallquantitiestosatisfy
theneedsoftheindividualand forhisdirectconsumption.

• Retailingisadistributionchannelfunction,whereoneorganisationbuysproducts from
supplying firms or manufactures products themselves, and thensellsthesedirectly
toconsumers.

• Retailersoffermanybenefitstosuppliersandcustomersasresellers.Consumers,forinstance
,areabletopurchasesmallquantitiesofanassortmentofproductsatareasonablyaffordablepr
ice.Similarly,suppliersgetanopportunitytoreachtheirtargetmarket,buildproductdemandt
hroughretailpromotions, andprovideconsumerfeedbacktotheproduct marketer

The Supplychain

Manufacturers

Wholesaler

Retailer

Customer/End
consumer
Manufacturers-Manufacturersaretheoneswhoareinvolvedinproductionofgoodswiththe
helpofmachines,labourandrawmaterials.

Wholesaler - The wholesaler is the one who purchases the goods from
themanufacturersandsellstotheretailersinlargenumbersbutatalowerprice.Awholesalerneversell
sgoodsdirectlytothe endusers.

Retailer-Aretailercomesattheendofthesupplychainwhosellstheproductsinsmallquantities
totheendusersas pertheir requirement andneed.

Retailclassification

• Retailindustrycanbebroadlyclassifiedintotwocategoriesnamely-
organizedandunorganizedretail.

1.Organizedretail-Organizedtraders/retailers,whoarelicensedfortrading
activitiesand registeredto paytaxes tothegovernment.

2.Unorganized retail– It consists of unauthorized small shops -conventional

Kirana shops, general stores, corner shops amongvariousothersmallretailoutlets-
butremainastheradiatingforceofIndianretailindustry.

RetailformatsinIndia:

• Hyper marts/supermarkets: large self-servicing outlets offering products

from avarietyofcategories

• Mom-and-pop stores: They are family-owned business catering to small

sections;theyareindividually handledretailoutlets andhaveapersonaltouch.

• Departmentalstores:aregeneralretailmerchandisersofferingqualityproductsan
dservices.
• Convenience stores: are located in residential areas with slightly higher
pricesgoodsduetotheconvenienceoffered.

• Shopping malls: the biggest form of retail in India, malls offer customers a mix
ofall types of products and services including entertainment and food under a
singleroof.
• E-traders:are retailers providing online buying and selling of products and
services.
• Discountstores: thesearefactoryoutlets thatgivediscountontheMRP.

• Vending:it is a relatively new entry, in the retail sector. Here beverages, snacks and
other small items can be bought via vending machine.
• Category killers: small specialty stores that offer a variety of
categories. They are known as category killers as they focus on
specific categories, such as electronics and sporting goods. This is also
known as Multi Brand Outlets or MBO's.
• Specialty stores: are retail chains dealing in specific categories and
provide deep assortment.
 5. Overview

Pantaloons

Madura Garments began in 1988, was purchased by the Aditya Birla Group in 1999, and renamed
Madura Fashion & Lifestyle in 2010. Louis Philippe, Van Heusen, Allen Solly, and Peter England are
among the MFL brands.

Pantaloons was acquired by Aditya Birla Nuvo Limited (ABNL) in 2013.

ABFRL was formed in May 2015, following the merging of the Aditya Birla Group's
garment operations, which included ABNL's Madura Fashion division and ABNL's
subsidiaries- Pantaloons Fashion and Retail Ltd (PFRL acquired in 2013) and Madura
Fashion & Lifestyle (MFL established in 1988). PFRL was renamed Aditya Birla Fashion
and Retail Ltd after the merger (ABFRL).

In 1987, Pantaloon was incorporated as Manz Wear Private Limited. In the same year, the
company launched Pantaloons trouser. In 1991, Pantaloon launched BARE, the jeans brand.
The company made its initial public offer in the following year. It also started Pantaloon
Shoppe, a franchised menswear store across India in 1994. In the same year, Pantaloon
initiated distribution of branded garments through multi-branded retail outlets throughout
India. In 1995, it launched John Miller, the formal shirt brand. In 1997, Pantaloon launched a
family store, Pantaloons, in Kolkata, India.

Pantaloon Retail, the group operates over 12 million square feet of retail space in over 71
cities and towns and 65 rural locations across India. The group owns several leading formats
including Pantaloons, Big Bazaar, Food Bazaar, Home Town, Ezone and Central.

Pantaloons is among India’s largest chain of fashion stores. Pantaloons Fresh Fashion, with
its focus on ‘fresh and attitude’ offers, trendy and hip collections that are in sync with the
hopes and aspirations of discerning young and ‘young-at-heart’ consumers. All stores have a
variety of categories like casual wear, ethnic wear, formal wear, party wear and sportswear
for men, women and kids.

Pantaloons, a division of ABFRL, is one of India’s most preferred fast fashion destinations among
large retail format stores. Pantaloons has evolved into a progressive style partner for the fashion
seeking shopper by positioning itself as a spontaneous, playful, vibrant brand which is at the
forefront of all fashion trends across all categories viz. Women’s wear, Men’s wear, Kid’s wear,
Fashion Accessories and recently Home Products.

Pantaloons has pioneered Fashion Retail in India and has emerged as one of the strongest players in
the Market.
 Brands
Mens:

Women:
Kids:

Home Décor:
Product Mix:

NEW ARRIVALS WOMEN:

Tees & tops

Jeans

Shorts & Capris

WESTERN WEAR

Tees & Tops , Shirts & Blouses , Dresses & Jumpsuits, Dresses & Jumpsuits, Suits &
Blazers,

Sweaters & Sweatshirts, Shrugs , Jackets, Trousers, Jeans , Shorts

Culottes & Capris , Tracks & Joggers , Skirts

ETHNIC WEAR

Kurtas, Kurtis & Tunics, Tops & Cholis, Kurta Sets, DressesDupattas , Leggings ,Skirts &
Lehengas ,Pants & Palazzos, Churidars &Salwars

SARIS , PLUS SIZE ,HANDBAGS ,FOOTWEAR

Ballerina ,Flip Flops, Sandals ,Heels ,Sneakers ,Casual Shoes ,Loafers

INNER WEAR

ATHLEISURE

SLEEPWEAR

MASKS

New Arrivals MEN:

• Sleepwear
• T-shirts
• Jeans
TOP WEAR

• T-shirts
• Casual Shirts
 • Formal Shirts
• Sweaters & Sweatshirts ,Jackets
• BOTTOM WEAR
• Shorts
• Jeans
• Casual Trousers
• Formal Trousers
• Tracks & Joggers
ETHNIC WEAR

• Kurtas
• Pyjamas & Salwar

New Arrivals Kids:

• Shirts & Tees

• Active wear
• Dresses

BOYS

• T-Shirts
• Shirts
• Jackets
• Sweaters & Sweatshirts
• Shorts
• Jeans
• Tracks & Joggers
• Trousers
• Sleepwear
• Ethnic wear
• FOOTWEAR
GIRLS

• T-shirts, Tops & Blouses

• Jackets
• Sweaters & Sweatshirts
• Dresses & Dungarees
• Shorts & Skirts
• Jeans & Trousers
• Leggings & Jeggings
• Tracks & Joggers
 •

• Sleepwear
• Ethnic wear
• FOOTWEAR

BABY

• Bodysuits & Sleepsuits

• Coordinate Sets
• T-shirts & Tops
• Shorts
• Jeans & Trousers
• Leggings
• Dresses
• Winter wear
• Baby Clothing accessories
•

HOME DÉCOR:

DECOR

• Candles & Votives

• Vases
• Decorative Boxes & Platters
• Table Accessories
• Plants & Planters
LIVING

• Cushion Covers & Fillers

• Rugs
DINING

• Table Cloth
• Placemat
BED

• Bed Sheet Sets

• Bed Cover
• Pillow Cover
• Dohar
• Quilts
BATH

• Bath Mat
 • Bath Towels
• Face Towels
LIVE SAFE
• Face Shield
• Masks
BAGS
• Cross Body Bags
• Mini Bags
• Tote Bags
• Women Backpacks
• Clutches
• Women Wallets
• Men Wallets
MEN FOOTWEAR
• Flip Flops
• Sneakers
• Casual Shoes
WOMEN FOOTWEAR
• Ballerinas
• Flip Flops
• Sandals
• Heels
• Sneakers
• Casual Shoes
• Loafers
BOYS FOOTWEAR
• Sports Shoes
• Character Shoes
• Sandals
• Flip Flops
GIRLS FOOTWEAR
• Ballerina
• Character Shoes
• Sports Shoes
• Sandals
• Flip Flops
 ZUDIO

Established in 1998 and part of the Tata group, Trent is headquartered in Mumbai but has
pan-India operations. Trent is one of the leading players in the branded retail industry in
India.
The company primarily operates stores across four formats, as below.
Westside offers an exclusive range of its own branded fashion apparel and is the mainstay of
the retailing business of the company. The company has already established 174 Westside
stores across 90 cities.
Zudio offers irresistible fashion at irresistible prices. The company has established 133 Zudio
stores across 57 cities.
Star, is a fresh food and grocery retail chain, operating 60 stores across 7 cities.
Landmark, a family entertainment concept, operates through six independent stores and
retailed through select Westside locations.

Business Highlights
• Continued emphasis on aspirational fashionability
• Scaled up exciting exclusive brands
• Ensured faster store opening to scale up to reach
• Focused on the speed of delivering the latest fashion each week
• Built omnichannel presence
• Zudio is established since 1998 and is part of the Tata group, Trent Ltd. Zudio is a
mass market brand in the value format offering and a separate fashion destination.
The Zudio stores have several departments to meet the varied shopping needs of
customers.
• Retail giant Trent, best known for its Westside apparel stores in India, has a new
growth engine. That is the apparel chain Zudio. Launched three years ago by Trent,
which is owned by the Tata group, Zudio now contributes 13 per cent to Trent's
overall revenue, say retail analysts tracking the company
• Jamshedpur: Noel Tata, the half-brother of Ratan Tata, is the chairman of Tata
group's retail arm Trent Ltd that operates stores under brands Westside, Zudio, Star
Bazaar, Landmark and Zara.
• Zudio is a fashion brand popular for men, women, and kid’s apparel. The popular
fashion brand comes from the house of Tata Trend Ltd. Zudio has a presence in 29
cities in India. The brand offers irresistible fashion at affordable prices.

• in 82 major Indian cities under the Westside brand. Zudio - It offers affordable
fashion for men, women and children. The company has established 115 stores across
12 cities.
• Enjoy your purchases by using our Zudio Online Shopping Website on the
checkout page and get a 5% discount on your orders.
 PRODUCT LIST:

Women

• TOP
• RIB TOP
• LOUNGE TOP
• TSHIRT

MENS :
• CHECKS SHIRT
• DENIM JACKET
• SWAET SHIRT
• PUFFER JACKET
• SHIRT
• SWEATER

ETHNIC:

• TSHIRT
• KURTA
• TOP

KIDS:
• TSHIRT
• HOODIE
• CHECKS SHIRT
• SWEATSHIRT
FOOTWEAR:

• FLYKNIT SHOOES
• SHOE

SALES PROMOTION

• Promotionreferstoraisingcustomerawarenessofaproductorbrand,generatingsales,andcre
atingbrandloyalty.Itisoneofthefourbasicelementsofthemarketmix.

• Sales Promotion is any initiative undertaken by an organisation to promote anincrease

in sales. Sales promotion is the process of persuading a
potentialcustomertobuytheproduct.Salespromotionsdesignedtobeusedasashort-
termtactictoboostsales

There aremainlytwosalespromotions:

1 Consumer salespromotion

2 Tradesalespromotion

Salespromotionstargetedattheconsumerarecalledconsumersalespromotions.Salespromotionsta
rgetedatretailersandwholesalerarecalledtradesalespromotions.

Objectivesofsales promotion

• Encouraging trial by new prospective customers of the products, services andideas offered
• Brandswitchingby customers
• Buyingearlier thanusual requirement bycustomers
• Buying inquantities morethanusualbycustomers
• Encouraging off seasonbuying bycustomers
• Storeswitchingby customers
 • Attractingnew customers
• Establishingcustomerloyalty

DevelopingsalespromotioncampaignFollowingfactorneedtobe
understand

• Quantumoftheincentivestobeoffered(consideringitspossibleandexpectedbenefits)
• Durationofsalespromotionprogram
• Decidingtheleadtimeofsalespromotionpreparationandsell-
induration(thedurationwithinwhichthetargetedsaleswillbeaccomplished)
• Timingof promotioncampaign
• Terms and conditionsofparticipationbytheprospective/existingcustomers
• Modeof distributionof incentives
• Budgetfortheentire salespromotionplan

AsapartofthestudywearefocusingontheConsumerSalespromotiontherearedifferent
methodsarethere.Themethodsare asunder

Methodsofconsumersalespromotion

❖ Price promotions or Price Deals: -

price promotions are also commonlyknown as” price discounting “A consumer price deal
saves the buyer moneywhen a product is purchased. The main types of price deals include
discounts,bonus pack deals, refunds or rebates, and coupons. Price deals are usuallyintended
to encourage trial use of a new product or line extension, to
recruitnewbuyersforamatureproduct,ortoconvinceexistingcustomerstoincreasetheir purchases,
accelerate their use, or purchase multiple units. Price dealswork most effectively when price
is the consumer's foremost criterion or whenbrand loyalty is low Another type of price deal is
the bonus pack or bandedpack. When a bonus pack is offered, an extra amount of the product
is freewhenastandardsizeoftheproductisboughtattheregularprice.Thistechnique is routinely
used in the marketing of cleaning products, food, andhealthandbeautyaids
tointroduceaneworlargersize.

❖ Coupons: -

Coupons are another, very versatile, way of offering a

discount.Considerthefollowingexamplesoftheuseofcoupons: -Onapacktoencourage
repeatpurchase-Incouponbookssentout in newspapersallowingcustomers to redeem the
coupon at retailer- A cut-out coupon as part of anadvert- On the back of till receipts The key
objective with a coupon promotionistomaximisetheredemptionrate–
thisistheproportionofcustomersactuallyusingthecoupon.Oneproblemwithcouponsisthattheyma
ysimplyencourage customers to buy what they would have bought anyway. Anotherproblem
occurs when retailers do not hold sufficient stocks of the promotedproduct – causing
customer disappointment. Use of coupon promotions
is,therefore,oftenbestfornewproductsorperhapstoencouragesalesofexistingproducts
thatareslowingdown.

❖ Gift with purchase: -

The “gift with purchase” is a very common promotionaltechnique. It is also known as a

“premium promotion” in that the customer getssomethinginadditiontothemainpurchase.

❖ Competitionsandprizes: - Another popular promotion tool withmany variants.

Most competition and prize promotions are subject to legalrestrictions.

❖ Money refunds:-
Here, a customer receives a money refund after submitting a proof of purchase to the
manufacturer. These schemes are often viewed with some suspicion by customers –
particularly if the method of obtaining a refund looks unusual or onerous.
❖ Frequentuser/loyaltyincentives:-Repeatpurchasesmaybestimulatedbyfrequent
user incentives. Perhaps the best examples of this are the manyfrequent flyer or user
schemes used by airlines, train companies, car hirecompanies etc.

❖ Point-of-sale displays: - Research into customer buying behaviour in retail

stores suggests that a significant proportion of purchases results from
promotions that customers see in the store. Attractive, informative and well-
positioned point-of-sale displays are, therefore, very important part of the sale’s
promotional activity in retail outlets.

❖ Free Trials: It consists of inviting prospective purchasers to try the

productwithout cost, in the hope that they will buy the product. Thus,
buyers areencouragedbyfreetrialtostimulatepurchaseinterest.

❖ Bonuspacks(%givenonextra)

❖ Loyaltyprograms

❖ Exchangeoffer

❖ Luckydraw
 6. Review of Literature
The purpose of this paper is to reveal some insights for increasing the effectiveness of
promotions. To achieve this purpose, first, the existence of multiple customer benefits of
promotions is proved. It is empirically validated that promotions deliver three utilitarian
(monetary savings, higher quality and shopping convenience) and two hedonic (variety
and pleasure) benefits to the customers. Second, a structural equation model is estimated
to measure the relative contribution of these benefits on the customers’ overall evaluation
of promotions. The research suggests that in order to increase their effectiveness,
promotions must be framed by focusing not only on their primary benefits but also on all
other benefits with a significant contribution to customers’ attitudes towards promotions.
Finally, a benefit-based segmentation is conducted. Four market clusters are identified
(none-benefit, allbenefit, utilitarian-benefit and hedonic-benefit customer segments).
Further, these clusters are profiled using demographic and psychographic
variables.(Ivanova, 2014)

Kotler & Keller, 2009, in their treatise mention that satisfaction varies from one person to
another because it is utility. “One man‟s meal is another man‟s venom,” an old age stated
describing utility; thus highlighting the fact that it is sometimes very difficult to satisfy
everyone or to determine satisfaction among group of people According to Peattie and
Peattie, (1994); Lehman and Winer (2002) and Walsh (2000) disputed that sales
promotions can be indifferently described as „extraordinary provisions. It is however
disputed that sales promotion persuades accession of amount of product than with no
sales promotion(Chetna, 2020)
 Increasing business prospect in retail has offered a chance to the retailers to build up their
business and enlarge customer’s foundation through promotional tactics. Retailers are
paying attention their efforts to enhance the loyalty and footfalls of customers in the
outlet (Moore M., Kennedy K. M. and Fairhurst A 2003). The aim of this paper is to
study the effects of sales promotional tools and understand the satisfaction level of
customers for execution of sales promotion campaign. Author observed that sales
promotion strategies are prime factor not only to improve the sales of a store but also
enhance the loyalty of customer towards store. According to study, the most important
sales promotion strategies adopted by customers are price and product discount followed
by loyalty program, sweepstakes and premiums. While least important sales promotion
strategies are posters and leaflets, point of purchase material and digital signage. It was
also observed that satisfaction level of customer on sales promotion campaigns depends
on creative skills involved in designing the campaigns and the type of its
schemes.(Katole, 2020)

Retail markets have been one of the most rapid growing markets in the world for the last
decade; to stay competitive, retailers use effective sales promotions tools and that become
a vital technique for marketers to stimulate consumer buying behavior towards
purchasing any product. The aim of this study is to determine the impact of the most used
tools of sales promotion in retail sector such as: coupons, sample, price discount and buy
one get one free on consumer buying behavior from two aspects; brand switching and
customer loyalty. This study based on literature review, conceptual framework and
hypothesis which open the door for future researchers to expand more in this
field.(Shamout, 2016)

India is continuously experiencing trade deficit for many decades. It is trying hard to improve
its exports. Government of India under the Ministry of Commerce has designed several
export promotional measures to give thrust to the export various sectors. Market development
assistance (MDA) is one such scheme designed by the government of India to give impetus in
developing and promoting exports. This study try to examine how this scheme has helped in
reaching the exporters and is it successful in helping them for finding new export markets,
buyers, attending more exhibitions, trade fairs, opening new outlets, and increasing variety of
products. Also, intend to understand the perception of MDA beneficiaries under handloom
and gems & jewellery sectors. Primarily the study is focused on MDA and its impact on gems
and jewellery, and handloom exports. The analysis of MDA beneficiaries has shown how
both gems and jewellery, and handloom sectors are benefited by availing the MDA scheme.
They state that, after availing the MDA, it has helped to improve their performance. They
were benefited by attending exhibitions, trade fairs, buyer-seller meet and visiting number of
listed countries. This has helped them to increase in sales, up-gradation, finding new markets
and improved customer acceptance.(S., 2015)

This paper analyses the drivers of compulsive buying behaviour induced by store-based
promotion through an empirical investigation in Mexico. The buying behaviour in reference
to the point-of-sales promotions offered by retailing fi rms and the determinants of sensitivity
towards stimulating shopping arousal and satisfaction among customers in order to build
store loyalty have been discussed in the paper. This study also builds arguments around the
convergence of attractiveness of point-of-sales promotions and the effectiveness of customer
services as a tool for gaining a competitive advantage in the retail business environment. The
results indicate that point-of-sales promotional programmes have become the principal tool of
retailing in Mexico in order to acquire new customers and retain loyal customers. We also
found during the study that loyal customers are attracted to the store brands during the
promotional offers while new shoppers are price sensitive and are attracted by the in-store
ambience of sales promotions and volume discounts.(Rajagopal, 2008)

This research explore the effectiveness of promotion strategy influencing buying behaviour
on consumer of Menara Optometry with the purpose to identify the correlation between the
promotion activities issue and buying behaviour in franchising business model. It is
suggested that advertising, sales promotion, social media, and corporate social responsibility
are the independent variables that influence buying behaviour. By conducting descriptive
study, questionnaires were distributed to 200 respondents. An interview with the outlet owner
been conducted to gather the information. At the end of the study, we found that corporate
social responsibility, social media, advertising such flyer and banner and sales promotion
have relationship between consumer buying behaviour on Menara Optometry optical
product.(Aimi Nadia Ibrahim Zakaria, 2018)
The main objective of this research was to investigate the influence of sales promotion and
physical surroundings that is situational factor on consumer buying behavior. The research
found that there was no significant relationship between free samples, coupons and buying
behavior. On the other hand price discount, buy-one-get-one-free, physical surrounding has a
significant relationship with buying behavior. The results of regression analysis show that
price discount, buy-one-get-one-free and physical surroundings explained 45.7% variance in
buying behavior of the respondents. The results of this research would assist marketers to
understand the best kind of promotion tool that significantly affect buying behavior of the
consumers. The marketers can develop their business plan more effectively through the result
of this study and these plans help businessmen and marketers to gain competitive advantage
over their competitors and enable the businesses to earn maximum profit.(Aslam, 2012)

In the current organized retailing scenario, the promotion strategies are becoming more and
more complicated as modifying in the buyer behavior. Because the main goal of any
organization is to make profit with the help of increase the sales and sales performance is
closely allied with promotion strategies. There is a complex phenomenon in shopping mall
regime that to enhance the level of customer satisfaction to retain them for long run. Hence,
malls are required to implement suitable marketing strategies to increase the customer
satisfaction level. The study has aimed to examine the promotion strategies of shopping malls
and how these strategies are contributing to enhance the level of customer satisfaction. The
primary data has been collected by using structured questionnaire from 218 respondents in
southern Karnataka where the large number of shopping malls are located namely Bengaluru
and Mysuru cities. The collected data has been analyzed with the help of appropriate
statistical tools like mean, and standard deviation. The promotion strategies like Buy 2 get 1
free offer given by the malls, exchange offers given by the malls, announcement of attractive
offers via Mic inside the malls, display board to bring awareness about the offers, Price-
Match techniques via App, discount offers given by the malls are evidenced mean value
varying from 4.0333 to 4.1733. Keywords: customer satisfaction, elements of promotion mix,
role of promotion strategies, shopping malls.(Umesha S, 2019)
 7. PORTERS FIVE FORCES MODEL

Porter’s 5 Forces is an analytical model that helps marketers and business managers look at
the ‘balance of power’ in a market between different organizations on a global level, and to
analyze the attractiveness and potential profitability of an industry sector.

• Competitive rivalry

• Threat of substitute products

• Bargaining power of buyers

• Threat of new entrants

• Bargaining power of suppliers

Competitive rivalry

The first aspect to analyse is the amount of competition your company faces. Think both on a
macro and micro scale about the number of direct competitors you have in your industry and
the products/services they offer in comparison to yours.

Markets with few competitors are attractive but can be short-lived. On the other hand, highly-
competitive markets with many companies chasing the same work reduces your power and
can push you to lower your prices and innovate new products.

Threat of substitute products

The substitute for all services is DIY. For example, anyone can cut their own hair or write
their own will, but many people spend money to enlist the services of an experienced
professional to deliver a level of service greater than they can provide themselves. Focus on
expertise, customer service and added value your company can use to distinguish itself.
Bargaining power of buyers

An example is the grocery sector since supermarkets tend to retain power over suppliers due
to volume and price of contracts. They dictate terms, set prices and can end agreements at any
time.

Threat of new entrants

An example is web design, as there are independents in every location. This is an easy market
to enter with few requirements, other than skills, initiative and relevant hardware and
software. This does mean there are many new entrants!

Bargaining power of suppliers

Some sectors have monopolistic (one) or oligopolistic (few) suppliers, such as utility
companies. Sometimes customers have little choice i.e. where to buy domestic water
suppliers, though this is changing. In the jewellery sector, diamond suppliers often hold the
power and can set prices, withhold supply and restrict sales.

This pricing matrix is taken from our Business marketing plan guide, as you can see, a wide
range of high value or low-value products are sold at a range of prices depending on value
added.

8 SWOT ANALYSIS

• SWOT analysis is a technique used by businesses to assess strengths, weaknesses,

opportunities and threats. SWOT analysis can be used in virtually every segment of
a business's practices from sales to human resources. It is particularly effective
when used to assess your company's marketing and promotional strategies. Whether
your business is a one-person operation or a large corporation with thousands of
employees, examining a business from these important angles can be beneficial to
your company's overall health.

• Identify the strengths of your company's marketing plan. These could include brand
awareness or reach. Knowing your marketing plan's strengths gives you a
 foundation on which to build and establish marketing practices that utilize those
strengths in the best ways possible.
• Identify your marketing plan's weaknesses. Perhaps brand awareness is one of your
marketing strengths but converting leads is a weak aspect of your marketing and
promotion. Knowing this weakness, you can put your energy behind finding
solutions to mitigate it.
• Identify marketing and promotional opportunities that you have not yet explored.
For example, perhaps your company already has a blog but has not yet utilized
social media to engage your potential customers. Identifying this opportunity for
new business gives you the ability to create actionable marketing objectives to
capitalize on this different medium.
• Identify threats to your marketing plan. A threat is anything that might make your
marketing plan difficult or otherwise hard to achieve. Examples of potential
marketing threats include competition, new technologies your company doesn't have
the expertise to utilize or changing consumer preferences. Knowing which threats
exist gives you the opportunity to alleviate those threats and position your company
for future success.

▪ PANTALOONS SWOT ANALYSIS

SWOT analysis of Pantaloons analyses the brand by its strengths, weaknesses, opportunities
& threats. In Pantaloons SWOT Analysis, the strengths and weaknesses are the internal
factors whereas opportunities and threats are the external factors.
SWOT Analysis is a proven management framework which enables a brand like Pantaloons
to benchmark its business & performance as compared to the competitors. Pantaloons is one
of the leading brands in the lifestyle and retail sector.

The table below lists the Pantaloons SWOT (Strengths, Weaknesses, Opportunities, Threats),
top Pantaloons competitors and includes its target market, segmentation, positioning &
Unique Selling Proposition (USP).
 Pantaloons Brand Analysis

Parent Company Aditya Birla group

Category Retail

Sector Lifestyle and Retail

Tagline/ Slogan In love with life, in love with fashion; Rewrite rules retain values

USP Pantaloons offers value for money with quality apparel in India

Pantaloons STP

Segment People looking for good quality affordable apparel

Target Group Middle and upper middle class urban families in India

Positioning Pantaloons is a highly fashionable brand with affordable prices

SWOT Analysis of Pantaloons

Below are the Strengths in the SWOT Analysis of Pantaloons:

1. Pantaloons is one of India’s largest retailer having 100+ stores across 40
cities in India
Pantaloons 2. Pantaloons is one of the largest retailer by market capitalization and
Strengths revenue in India
3. It manages high number of purchase orders
4. It is always updated with changing consumer preferences
5. Pantaloons is a popular brand with a high presence across India
 6. Strong online presence of the brand helps to tap the internet market
7. Pantaloons offers a wide variety of clothes for men, women and children
8. Advertising, branding and discounts have enabled the brand to capture
the youth

Here are the weaknesses in the Pantaloons SWOT Analysis:

Pantaloons 1.Intense competition from retail stores and online shopping brands means
Weaknesses limited market share growth for Pantaloons
2.Too many options for customers hence high brand switching and low
brand loyalty

Following are the Opportunities in Pantaloons SWOT Analysis:

1.Pantaloons can increase the footfalls by increasing ATL – TV commercial

Pantaloons promotions
Opportunities 2.India is fast emerging as retail hub for top brands as government allowed
FDI in single brand and multi brand retail
3.Organized retail is only small percentage of total Indian retail industry
4. Tie-ups with fashion institutes and even online brands can help increase
sales for Pantaloons

The threats in the SWOT Analysis of Pantaloons are as mentioned:

1. Strong competition from unorganized retail sector in India affects
Pantaloons business of Pantaloons
Threats 2. Government policies are not well defined in emerging markets
3. Online shopping is emerging trend in consumers due to convenience
which is taking away market share of retailers like Pantaloons

Pantaloons Competition

Below are the top 7 competitors of Pantaloons:

1.Shoppers Stop
2.Vishal Mega mart
Pantaloons 3.Westside
Competitors 4.Wills Lifestyle
5.Jabong
6.Myntra
7.Shoppers Stop
 9. RESEARCH METHODOLOGY

❖ This report examines the effectiveness of promotional schemes fronZudio and pantaloons.
A survey was done for the purpose of completing this report, as well as completing the
questionnaire. A sample size of 117 people was chosen. Various researchers have Due to
its broad breadth, research has been defined in a variety of ways.

RESEARCH METHODOLOGY TABLE

Sample size 117 People
Type of Research Descriptive Research
Type of Sampling Convenient Sampling
Data Collection Method Survey Method
Type of Data Primary data and Secondar data
Primary data Structured Questionnaire
Research Design Descriptive Research

• Analysis and interpretation :- The total data was presented in simple tables, graphs and
percentage method was used for interpretation

❖ Research Design:

Descriptive research focuses on presenting real and reliable facts to explain the phenomenon. It is
well suited to educational research. It describes statistics and features about the population or
phenomenon being examined, and is also known as statistical research. However, it does not
provide answers to questions such as how/when/why the features developed, which are addressed
by systematic research.

I'm using DESCRIPTIVE RESEARCH as my research design since it allows me to go into greater detail
about my topic.

A research design is a master plan or model for the conduct of formal investigation and
survey.

❖ 6 w’s:

Who:

This question is considering that who did Shopping from Zudio and pantaloons. They are
doing shopping by influence promotional scheme.

What:
Information was collect for research of Comparative study of effectiveness by promotional
schemes Zudio and Pantaloons.

When:

The data was collect in September.

Why:

Why researcher’s obtaining the information from respondents? I was conducted for under of
Comparative study of effectiveness by promotional schemes Zudio and Pantaloons.

Where:

The data was collected from respondents in Ahmedabad.

How(way):

A structured questionnaire was used for primary data collection

❖ Objectives of research:

1. To know the effectiveness of promotional schemes compare to Zudio and Pantaloons.

2. To find out the schemes or offers that influence while buying from both the stores.
 10. DATA ANALYSIS AND INTERPRETATION

1. GENDER

GENDER FREQUENCY PERECENT

FEMALE 58 50
MALE 59 50
TOTAL 117 100
 GENDER

50% 50%
FEMALE
MALE

Interpretation: Out of 117 responded 50% are male and 50% are Female .

2. Age

AGE FREQUENCY PERCENT

18-25 Year 75 64
26-30 Year 23 20
31-40 Year 12 10
40 Year Above 7 6
TOTAL 117 100
 AGE

6%
10%

18-25
20%
26-30
64%
31-40
40 Above

Interpretation: Out of 117 responded Majority people age are 18-25 year and second highest
between 26-30 year youngster responded to do shopping from zudio and pantaloons.

3. Occupation

Occupation Frequency Percent

Student 64 56
Job 35 30
Homemaker 5 4
Professional 11 10
Total 115 100
 Occupation

10%
4%

Student
30% 56% Job
Homemaker
Professional

Interpretation: Out of 115 responded 56% are are Students and second highest
responded doing job are 30% .

4. MONTHLY INR:

MONTHLY INR: FREQUENCY PERCENT

LESS THAN 20000 49 45
20000-50000 43 39
50000-100000 8 7
100000 ABOVE 10 9
TOTAL 110 100
 MONTHLY INR*

9%
7%

45% LESS THAN 20000

20000-50000
39% 50000-100000
100000 ABOVE

Interpretation: Out of 110 responded Monthly income are less than 20000 and
second highest responded income in between 20000-50000.

5. Which store first comes to your mind when you think of purchasing a
product?

NAME FREQUENCY PERCENT

ZUDIO 30 26
PANTALOONS 41 35
BOTH 31 27
NONE 14 12
 TOTAL 116 100

PREFERENCE

12%
26%

ZUDIO
27%
PANTALOONS
BOTH
35% NONE

Interpretation: Out of 116 responded preference for shopping are 35% from
pantaloons and 26% from zudio but 27% responded prefer for promotional
scheme from both store.

6. How frequently do you visit a store?

FREQUENTLY FREQUNCY PERCENT

ONCE IN A MONTH 36 31
ONCE IN 2 MONTH 27 23
ONCE IN 3 MONTH 32 28
 TWICE IN A YEAR 21 18
TOTAL 116 100

FREQUENTLY VISIT

18%
31%
ONCE IN A MONTH
ONCE IN 2 MONTH
28%
ONCE IN 3 MONTH
23%
TWICE IN A YEAR

Interpretation: Out of 116 responded do visit store once in a month are 31%
and second highest visitor once in 3 month are 28%.

7. How much do you spend as expense while shopping?

SPEND AS EXPENSE FREQUENCY PERCENT

BELOW 1500 21 18
1500-3000 66 57
 3100-4500 16 14
4500 ABOVE 13 11
TOTAL 116 100

SPEND AS EXPENSE

11% 18%
14%
BELOW 1500
1500-3000
3100-4500
57% 4500 ABOVE

Interpretation: Out of 116 responded do expense while shopping between

1500-3000 majority with 57% and second highest was 18% are below 1500 so
we says that people doing random shopping in sales and attract with
promotional scheme.

8. The advertisement effects your shopping behaviour?

Shopping behaviour FREQUENCY PERCENT

YES 94 82
NO 21 18
TOTAL 115 100
 Shopping Behaviour

18%

YES
NO
82%

Interpretation: Out of 115 people 82% responded affected their shopping

behaviour from advertisement .

9.Which store‘s advertisement is more powerful?

ADV. POWERFUL FREQUENCY PERCENT

ZUDIO 39 34
PANTALOONS 75 66
TOTAL 114 100

ADV POWERFUL

34%

ZUDIO
66%
PANTALOONS

Interpretation: Out of 114 responded 66% responded says Pantaloons

advertisement more powerful rather than zudio.

10. Are you aware of promotional activities conducted by store?

AWARE OF ACTIVITIES FREQUENCY PERCENT

 YES 87 77
NO 26 23
TOTAL 113 100

AWARE PROMOTIONAL ACTIVITY

23%

YES
NO
77%

Interpretation: Out of 113 responded are aware of promotional activity of

zuido and pantaloons are 77%.

11.Which offer do you like the most?

Case Processing Summary

Cases
Valid Missing Total
 N Percent N Percent N Percent

GENDER * PURCHASE
94 79.0% 25 21.0% 119 100.0%
ZUDIO * AGE
GENDER * PURCHASE
109 91.6% 10 8.4% 119 100.0%
PANTALOONS * AGE

GENDER * PURCHASE ZUDIO * AGE

Crosstab
Count

AGE PURCHASE ZUDIO Total

TRADITIONAL CASUAL WEAR FORMAL WEAR FOOTWEAR

WEAR

FEMALE 12 17 4 2 35
GENDER
18-25 MALE 3 17 4 3 27

Total 15 34 8 5 62
FEMALE 1 2 3 0 6
GENDER
26-30 MALE 2 7 2 1 12
Total 3 9 5 1 18
FEMALE 1 2 0 3
GENDER
31-40 MALE 1 3 2 6
Total 2 5 2 9
FEMALE 1 2 3
GENDER
40 ABOVE MALE 1 1 2
Total 2 3 5
FEMALE 15 23 7 2 47
GENDER
Total MALE 7 28 8 4 47

Total 22 51 15 6 94
 Chi-Square Tests

AGE Value df Asymp. Exact Sig. (2- Exact Sig.

Sig. (2- sided) (1-sided)
sided)

Pearson Chi-Square 4.645b 3 .200

Likelihood Ratio 4.949 3 .176

18-25
Linear-by-Linear Association 3.027 1 .082

N of Valid Cases 62
Pearson Chi-Square 2.600c 3 .457
Likelihood Ratio 2.831 3 .418
26-30
Linear-by-Linear Association .170 1 .680
N of Valid Cases 18
Pearson Chi-Square 1.350d 2 .509
Likelihood Ratio 1.955 2 .376
31-40
Linear-by-Linear Association 1.000 1 .317
N of Valid Cases 9
Pearson Chi-Square .139e 1 .709
Continuity Correctionf .000 1 1.000
Likelihood Ratio .138 1 .710
40 ABOVE
Fisher's Exact Test 1.000 .700
Linear-by-Linear Association .111 1 .739
N of Valid Cases 5
Pearson Chi-Square 4.133a 3 .247

Likelihood Ratio 4.214 3 .239

Total
Linear-by-Linear Association 2.753 1 .097

N of Valid Cases 94

a. 2 cells (25.0%) have expected count less than 5. The minimum expected count is 3.00.
b. 4 cells (50.0%) have expected count less than 5. The minimum expected count is 2.18.
c. 7 cells (87.5%) have expected count less than 5. The minimum expected count is .33.
d. 6 cells (100.0%) have expected count less than 5. The minimum expected count is .67.
e. 4 cells (100.0%) have expected count less than 5. The minimum expected count is .80.
f. Computed only for a 2x2 table

GENDER * PURCHASE PANTALOONS * AGE

 Crosstab
Count

AGE PURCHASE PANTALOONS Total

TRADITI CASUAL FORMAL FOOTWEAR BAGS

ONAL WEAR WEAR
WEAR

FEMALE 7 19 14 2 42
GENDER
18-25 MALE 4 19 9 0 32

Total 11 38 23 2 74
FEMALE 2 0 2 1 5
GENDER
26-30 MALE 1 6 6 1 14
Total 3 6 8 2 19
FEMALE 1 0 1 2
GENDER
31-40 MALE 1 3 3 7
Total 2 3 4 9
FEMALE 1 1 2 4
GENDER
40 ABOVE MALE 0 2 1 3
Total 1 3 3 7
FEMALE 11 20 19 1 2 53
GENDER
Total MALE 6 30 19 1 0 56

Total 17 50 38 2 2 109
 Chi-Square Tests

AGE Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 2.601b 3 .457

Likelihood Ratio 3.341 3 .342

18-25
Linear-by-Linear Association .654 1 .419

N of Valid Cases 74
Pearson Chi-Square 5.248c 3 .155
Likelihood Ratio 6.312 3 .097
26-30
Linear-by-Linear Association .045 1 .832
N of Valid Cases 19
Pearson Chi-Square 1.768d 2 .413
Likelihood Ratio 2.263 2 .322
31-40
Linear-by-Linear Association .183 1 .669
N of Valid Cases 9
Pearson Chi-Square 1.556e 2 .459
Likelihood Ratio 1.923 2 .382
40 ABOVE
Linear-by-Linear Association .021 1 .885
N of Valid Cases 7
Pearson Chi-Square 5.392a 4 .249

Likelihood Ratio 6.196 4 .185

Total
Linear-by-Linear Association .047 1 .828

N of Valid Cases 109

a. 4 cells (40.0%) have expected count less than 5. The minimum expected count is
.97.
b. 3 cells (37.5%) have expected count less than 5. The minimum expected count is
.86.
c. 7 cells (87.5%) have expected count less than 5. The minimum expected count is
.53.
d. 6 cells (100.0%) have expected count less than 5. The minimum expected count is
.44.
e. 6 cells (100.0%) have expected count less than 5. The minimum expected count is
.43.
 12.To purchase, what kind of services you go to the store?

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

GENDER * PURCHASE
92 77.3% 27 22.7% 119 100.0%
ZUDIO * INCOME
GENDER * PURCHASE
108 90.8% 11 9.2% 119 100.0%
PANTALOONS * INCOME

GENDER * PURCHASE ZUDIO * INCOME

Crosstab
Count

INCOME PURCHASE ZUDIO Total

TRADITI CASUAL WEAR FORMAL WEAR FOOTWEAR

ONAL
WEAR

FEMALE 10 11 3 1 25
LESS THAN GENDER
MALE 0 9 2 3 14
20000
Total 10 20 5 4 39
FEMALE 4 6 2 1 13
GENDER
20000-50000 MALE 5 17 2 1 25
Total 9 23 4 2 38
FEMALE 0 1 2 3
GENDER
50000-100000 MALE 2 1 1 4
Total 2 2 3 7
FEMALE 4 0 4
GENDER
100000 ABOVE MALE 1 3 4
Total 5 3 8
FEMALE 14 22 7 2 45
GENDER
Total MALE 7 28 8 4 47

Total 21 50 15 6 92
 Chi-Square Tests

INCOME Value df Asymp. Sig. (2- Exact Sig. (2- Exact Sig. (1-
sided) sided) sided)

Pearson Chi-Square 9.015b 3 .029

LESS THAN Likelihood Ratio 12.166 3 .007

20000 Linear-by-Linear Association 6.596 1 .010

N of Valid Cases 39
Pearson Chi-Square 1.758c 3 .624
Likelihood Ratio 1.739 3 .628
20000-50000
Linear-by-Linear Association .024 1 .877
N of Valid Cases 38
Pearson Chi-Square 2.236d 2 .327
Likelihood Ratio 2.969 2 .227
50000-100000
Linear-by-Linear Association 1.779 1 .182
N of Valid Cases 7
Pearson Chi-Square 4.800e 1 .028
Continuity Correctionf 2.133 1 .144
Likelihood Ratio 6.086 1 .014
100000 ABOVE
Fisher's Exact Test .143 .071
Linear-by-Linear Association 4.200 1 .040
N of Valid Cases 8
Pearson Chi-Square 3.745a 3 .290

Likelihood Ratio 3.803 3 .284

Total
Linear-by-Linear Association 2.339 1 .126

N of Valid Cases 92

a. 2 cells (25.0%) have expected count less than 5. The minimum expected count is 2.93.
b. 5 cells (62.5%) have expected count less than 5. The minimum expected count is 1.44.
c. 5 cells (62.5%) have expected count less than 5. The minimum expected count is .68.
d. 6 cells (100.0%) have expected count less than 5. The minimum expected count is .86.
e. 4 cells (100.0%) have expected count less than 5. The minimum expected count is 1.50.
f. Computed only for a 2x2 table
 GENDER * PURCHASE PANTALOONS * INCOME

Crosstab
Count

INCOME PURCHASE PANTALOONS Total

TRADITI CASUAL FORMAL FOOTWEAR BAGS

ONAL WEAR WEAR
WEAR

FEMALE 6 11 12 1 30
LESS THAN GENDER
MALE 3 10 5 0 18
20000
Total 9 21 17 1 48
FEMALE 3 7 3 1 1 15
GENDER
20000-50000 MALE 0 16 11 1 0 28
Total 3 23 14 2 1 43
FEMALE 1 0 2 3
50000- GENDER
MALE 2 2 2 6
100000
Total 3 2 4 9
FEMALE 1 1 2 4
100000 GENDER
MALE 1 2 1 4
ABOVE
Total 2 3 3 8
FEMALE 11 19 19 1 2 52
GENDER
Total MALE 6 30 19 1 0 56

Total 17 49 38 2 2 108
 Chi-Square Tests

INCOME Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 2.059b 3 .560

Likelihood Ratio 2.391 3 .495

LESS THAN 20000
Linear-by-Linear Association .581 1 .446

N of Valid Cases 48
Pearson Chi-Square 8.984c 4 .061
Likelihood Ratio 10.030 4 .040
20000-50000
Linear-by-Linear Association .266 1 .606
N of Valid Cases 43
Pearson Chi-Square 1.500d 2 .472
Likelihood Ratio 2.093 2 .351
50000-100000
Linear-by-Linear Association .258 1 .611
N of Valid Cases 9
Pearson Chi-Square .667e 2 .717
Likelihood Ratio .680 2 .712
100000 ABOVE
Linear-by-Linear Association .179 1 .672
N of Valid Cases 8
Pearson Chi-Square 5.800a 4 .215

Likelihood Ratio 6.608 4 .158

Total
Linear-by-Linear Association .063 1 .801

N of Valid Cases 108

a. 4 cells (40.0%) have expected count less than 5. The minimum expected count is .96.
b. 3 cells (37.5%) have expected count less than 5. The minimum expected count is .38.
c. 7 cells (70.0%) have expected count less than 5. The minimum expected count is .35.
d. 6 cells (100.0%) have expected count less than 5. The minimum expected count is .67.
e. 6 cells (100.0%) have expected count less than 5. The minimum expected count is 1.00.
13.From which source did you come to know about outlet?

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

AGE * source know about

94 79.0% 25 21.0% 119 100.0%
outlet zudio
AGE * source know about
105 88.2% 14 11.8% 119 100.0%
outlet pantaloons

AGE * source know about outlet zudio

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 10.729a 12 .552

Likelihood Ratio 11.198 12 .512
Linear-by-Linear
.287 1 .592
Association
N of Valid Cases 94

a. 16 cells (80.0%) have expected count less than 5. The minimum

expected count is .09.

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 15.902a 12 .196

Likelihood Ratio 18.350 12 .105
Linear-by-Linear
1.464 1 .226
Association
N of Valid Cases 105

a. 14 cells (70.0%) have expected count less than 5. The minimum

expected count is .40.
14.What is your main reason for coming to store?

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

GENDER * reason for

94 79.0% 25 21.0% 119 100.0%
coming store zudio
GENDER * reason for
106 89.1% 13 10.9% 119 100.0%
coming store pantaloons

GENDER * reason for coming store zudio

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square .761a 3 .859

Likelihood Ratio .762 3 .859
Linear-by-Linear
.096 1 .756
Association
N of Valid Cases 94

a. 2 cells (25.0%) have expected count less than 5. The minimum

expected count is 3.50.

GENDER * reason for coming store pantaloons

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 7.447a 3 .059

Likelihood Ratio 7.905 3 .048
Linear-by-Linear
.102 1 .749
Association
N of Valid Cases 106
a. 2 cells (25.0%) have expected count less than 5. The minimum
expected count is 3.37.
15.Are you satisfied with service provided by store?

SATISFIED ZUDIO PANTALOONS

YES 80 100

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
ZUDIO PANTALOONS

YES Column1 Column2

Interpretation: Out of 117 responded majority of people satisfied with

pantaloons service rather than Zudio.
16.Do you change your purchase patterns according to the change in the promotional
schemes?

CHANGE PATTERN FREQUENCY PERCENT

YES 86 76
NO 27 24
TOTAL 113 100

Change Pattern

24%

YES

76% NO

Interpretation: Out of 113 responded change purchase pattern according to the

change in promotional scheme are 76%.
17.Do you go for impulse buying while seeing the unexpected offer given on the
product?

IMPULSE BUYING FREQUENCY PERCENT

YES 82 73
NO 31 27
TOTAL 113 100

IMPULSE BYUING

27%

YES

73% NO

Interpretation:out of 113 responded 73% go for impulse buying while seeing

unexpected offer given on the product .
 11. FINDINGS

➢ MostofthecustomersbuytheirrequirementinZudio and Pantaloons.

➢ MajorityofCustomersbuyontheMonthly&Weeklybasis.

➢ CustomersrealizedthatZudio and Pantaloonsprovidequalitativeproducts

withreasonableprice.

➢ AtpresentZudio and Pantaloons providealmostsametypesofproductsassortments

tothecustomers.

➢ Zudio and Pantaloons is provides various kinds ofClotheslikewesterner,

casualwear,formals, traditional wear and many more.

➢ Zudio and
Pantalloonsmainlydealwithmiddleincomegrouppeoplewhowantqualitativeproductswit
hreasonablecost.

➢ There aremanycategories whichis not providedbyZudio.

➢ Therearemanypromotionalschemesbyboththestoreswhichaffectthebuyingbehaviuoroft
hcustomers.

➢ Majorityofcustomersprefer quality of product from both Stores.

➢ Customersgotoparticularstoreduetodiscountoffersanditaffecttheirbuyingbehaviour.
 12.LEARNING FROM SIP

❖ I have not proper knowledge about effectiveness by promotional schemes of zudio

and pantaloons Before this Sip (Summer Internship Project). After doing work on this
project, I Got more information about this topic and I am able to understand what
customer felt and attract by promotional schemes. I have experienced lots of manners
during take response. I also get knowledge that there is different customer perception
was different and from there choices. I think This Project will help me in my future
career and it will also help me during my job.
 13.Limitation

➢ This research is conducted on a sample size, so it might be possible that

theinformation given by such respondents may not match with the replay of
totalcustomer.

➢ The study was restricted to only doing shopping from zudio and pantaloons.

➢ The result and analysis based on the customer survey method and
smallsamplesizehastaken only 117. Becauseoftimebonding.

➢ Findingsare relatedto particularAhmedabad only..

➢ It might be possible that the answers given by the respondents are of Students because
we found some customers who randomly tick the options withoutreadingquestions..

➢ It istoo difficulttoconvience the customerstofillthe questionnire.

 14. BIBLOGRAPHY

Aimi Nadia Ibrahim Zakaria, N. A. (2018). The Effectiveness of Promotion Strategy

Influence . International Journal of Academic Research in Business and Social
Sciences, 7.
Aslam, M. R. (2012). THE IMPACT OF PROMOTIONAL TOOLS ON CONSUMER
BUYING . Asian Journal of Empirical Research, 18.
Chetna. (2020). Effectiveness of Promotional Schemes in Retail . International Journal for
Research in Engineering Application & Management, 5.
Ivanova, M. (2014). A BENEFIT-BASED APPROACH FOR INCREASING THE
EFFECTIVENESS OF. research Gate, 17.
Katole, D. H. (2020). EFFECTS OF SALES PROMOTION CAMPAIGN ADOPTED BY
RETAILERS IN INDIA. Journal of Critical Reviews, 4.
Rajagopal. (2008). Point-of-sales promotions and . Database Marketing & Customer Strategy
Management, 18.
S., J. (2015). EFFECTIVENESS OF MARKET DEVELOPMENT ASSISTANCE SCHEME
IN HANDLOOM AND GEMS AND JEWELLERY SECTORS IN INDIA. Research
Gate, 15.
Shamout, M. D. (2016). The Impact of Promotional Tools on Consumer Buying Behavior in
Retail Market. International Journal of Business and Social Science , 11.
Umesha S, D. S. (2019). Effectiveness of Promotional Strategies in Increasing Customer
satisfaction Reference to shopping malls. Effectiveness of Promotional Strategies in
Increasing Customer , 5.

References
Aimi Nadia Ibrahim Zakaria, N. A. (2018). The Effectiveness of Promotion Strategy
Influence . International Journal of Academic Research in Business and Social
Sciences, 7.
Aslam, M. R. (2012). THE IMPACT OF PROMOTIONAL TOOLS ON CONSUMER
BUYING . Asian Journal of Empirical Research, 18.
Chetna. (2020). Effectiveness of Promotional Schemes in Retail . International Journal for
Research in Engineering Application & Management, 5.
Ivanova, M. (2014). A BENEFIT-BASED APPROACH FOR INCREASING THE
EFFECTIVENESS OF. research Gate, 17.
Katole, D. H. (2020). EFFECTS OF SALES PROMOTION CAMPAIGN ADOPTED BY
RETAILERS IN INDIA. Journal of Critical Reviews, 4.
 Rajagopal. (2008). Point-of-sales promotions and . Database Marketing & Customer Strategy
Management, 18.
S., J. (2015). EFFECTIVENESS OF MARKET DEVELOPMENT ASSISTANCE SCHEME
IN HANDLOOM AND GEMS AND JEWELLERY SECTORS IN INDIA. Research
Gate, 15.
Shamout, M. D. (2016). The Impact of Promotional Tools on Consumer Buying Behavior in
Retail Market. International Journal of Business and Social Science , 11.
Umesha S, D. S. (2019). Effectiveness of Promotional Strategies in Increasing Customer
satisfaction Reference to shopping malls. Effectiveness of Promotional Strategies in
Increasing Customer , 5.

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