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Tejaswini mba project

MBA (Andhra University)

Studocu is not sponsored or endorsed by any college or university


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A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT


AND CUSTOMER SATISFACTION AT PANTALOONS RETAIL
LTD.

A Project Report Submitted in Partial Fulfilment for the Award of the Degree of

MASTER OF BUSINESS ADMINISTRATION IN RETAIL MANAGEMENT

Submitted By

RAGALA TEJASWINI REDDY


(Regd. No: 120200204009)

Under the Guidance of

Prof. P. VISHWANADHAM
M.Com, M.B.A, Ph.D.

DEPARTMENT OF COMMERCE AND MANAGEMENT STUDIES


ANDHRA UNIVERSITY
VISAKHAPATNAM
2020-2022

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CERTIFICATE

This is to certify that Ms. RAGALA TEJASWINI REDDY student of MBA


(Retail Management) in the department of commerce and management studies in
Andhra University during the academic year 2020-2022 has undergone the project
work on “A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT
AND CUSTOMER SATISFACTION” with reference to Aditya Birla Fashion
and Retail Ltd.(Formerly known as Pantaloons Fashion and Retail Ltd.),
Visakhapatnam under my guidance and supervision and had fulfilled the
requirements concerning project work.

PLACE: Visakhapatnam Prof. P. VISWANADHAM

Date: Professor of MBA

(Project Guide)

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To whom so ever it may concern

This is to certify that Ms. RAGALA TEJASWINI REDDY, student of MBA


(Retail Management) in the department of commerce and management studies,
Andhra University, Visakhapatnam, was placed with us for training from 20-10-
2021 to 07-12-2021 on, this training has been organised as part of her study
curriculum.

During the period she had done a report with the title of “CUSTOMER
RELATIONSHIP MANAGEMENT AND CUSTOMER SATISFACTION”
under the guidance of Mr. RAMESH, Store Manager.

While during the project, we found her enthusiastic, diligent and creative.

For Pantaloons

RAMESH

(STORE MANAGER)

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DECLARATION

I RAGALA TEJASWINI REDDY hereby declare that the dissertation


entitled “A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT
AND CUSTOMER SATISFACTION” with respect to PANTALOONS
FASHION AND RETAIL LTD. is a result of original research work done by me
for the award of degree of MASTER OF BUSINESS ADMINISTRATION (RETAIL
MANAGEMENT) submitted to DEPARTMENT OF COMMERCE AND MANAGEMENT,

ANDHRA UNIVERSITY. I further declare that the dissertation or any part of it has
not been submitted anywhere for any degree or diploma.
All care has been taken to keep this report error free and I sincerely
regret for any unintended discrepancies that might have crept into this report.

Place: Visakhapatnam, RAGALA TEJASWINI REDDY

Date

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ACKNOWLEDGEMENTS

I take this opportunity to thank my faculty guide Prof. P.


VISWANADHAM who has helped me to carve this project in a better way and
also the entire faculty of DCMS, Andhra University for the help wherever I needed
it.

I take this opportunity to thank Prof. RAJENDRA KARMARKAR


(Principal, DCMS) & giving us this opportunity to gain practical experience of
corporate working and also inspiring us to give our best to it.

A project consists of inputs and suggestions from various people directly


or indirectly related to the writer of the project, which cannot be ignored. Thus, I’m
thankful to “PANTALOONS FASHION GROUP” for allowing me to be a part
of them. I would like to thank RAMESH (STORE MANAGER, Pantaloons-
Visakhapatnam) and also the store manager and staff who has been provided,
perspective and stimulating discussion, throughout the completion of this project.

Last but not the least I’ll mention my family and friends who have
always been a source of motivation and support for me.

RAGALA TEJASWINI REDDY

MBA (RETAIL MANAGEMENT)

DCMS, Andhra University.

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TABLE OF CONTENTS
CHAPTER ONE: INTRODUCTION 6

1.1 Concept of Visual Merchandising 7

1.1.1 Importance of Visual Merchandising 7

1.2Concept of Marketing Strategy

1.2.1 Importance of Marketing Strategy

1.3 objectives of The Study 8

1.4 Methodology of the Study 9

1.5 Limitations of the Study 10

CHAPTER TWO: COMPANY PROFILE --------------------------------------------------------------11

2.1 Introduction to Aditya Birla Group -------------------------------------------------------------------------12

2.2 Introduction to Pantaloons Retail Ltd -------------------------------------------------------------------------13

2.2.1 Products and Services -------------------------------------------------------------------------------------14

2.2.2 Organisation structure ------------------------------------------------------------------------------------16

2.2.3 SWOT Analysis-----------------------------------------------------------------------------------------16

2.2.4 Background Inception -------------------------------------------------------------------------------------18

CHAPTER THREE: THEORETICAL FRAMEWORK OF VISUAL MERCHANDISING AND


MARKETING STRATEGY----------------------------------------------------------21

3.1 Introduction: Visual Merchandising ---------------------------------------------------------------------22

3.1.1 Elements of Visual Merchandising ----------------------------------------------------------------------22

3.1.2 Techniques of Visual Merchandising -------------------------- -------------------------------------------27

3.2 Introduction: Marketing Strategy --------------------------------------------------------------------------28

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3.2.1 Types of Marketing Strategy -----------------------------------------------------------------------------

CHAPTER FOUR: VISUAL MERCHANDISING AND MARKETING STRATEGY IN


PANTALOONS -----------------------------------------------------------------------29

4.1Visual Merchandising with respect to Pantaloons ----------------------------------------------------30

4.1.1 Store Atmosphere ----------------------------------------------------------------------------------30

4.1.2 Merchandise Display ------------------------------------------------------------------------------31

4.1.3Promotions and signage ---------------------------------------------------------------------------31

4.1.4Core Items -------------------------------------------------------------------------------------------32

4.1.5 Fixtures -----------------------------------------------------------------------------------------------32

4.1.6 Store window ---------------------------------------------------------------------------------------35

4.2 Marketing Strategy in pantaloons ----------------------------------------------------------------------------

4.2.1 Marketing plan ------------------------------------------------------------------------------------------------

CHAPTER FIVE: DATA ANALYSIS AND INTERPRETATIONS --------------------------------36

CHAPTER SIX: FINDINGS AND SUGGESTIONS ------------------------------------------------44

REFERENCES -----------------------------------------------------------------------------------------------46

ANNEXURE ---------------------------------------------------------------------------------------------------- 47

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CHAPTER-1

INTRODUCTION

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CHAPTER-1

INTRODUCTION

1.1 CUSTOMER RELATIONSHIP MANAGEMENT:

Customer Relationship Management is an upright concept or strategy to solidify relations


with customers and at the same time reducing cost and enhancing productivity and
profitability in business. An ideal CRM system is a centralized collection all data sources under
an organization and provides an atomistic real time vision of customer information. A CRM
system is vast and significant, but it be can implemented for small business, as well as large
enterprises also as the main goal is to assist the customers efficiently.

Usually an organization consists of various departments which predominantly have access to


customer’s information either directly or indirectly. A CRM system piles up this information
centrally, examines it and then makes it addressable within all the departments.

CRM system provides a well defined platform for all business units to interact with their clients
and fulfill all their needs and demands very effectively and to build long-term relationship.

1 . 2 I M P O RTA N C E O F C U S TO M E R R E L AT I O N S H I P
M A N A G E M E N T:

Customer Relationship management is the strongest and the most efficient approach in
maintaining and creating relationships with customers. Customer relationship management is not
only pure business but also ideate strong personal bonding within people. Development of this
type of bonding drives the business to new levels of success.

Once this personal and emotional linkage is built, it is very easy for any organization to identify
the actual needs of customer and help them to serve them in a better way. It is a belief that more
the sophisticated strategies involved in implementing the customer relationship management, the
more strong and fruitful is the business. Most of the organizations have dedicated world class
tools for maintaining CRM systems into their workplace. Some of the efficient tools used in most
of the renowned organization are BatchBook, Salesforce, Buzzstream, Sugar CRM etc.

Looking at some broader perspectives given as below we can easily determine why a CRM
System is always important for an organization.

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1. A CRM system consists of a historical view and analysis of all the acquired or to be
acquired customers. This helps in reduced searching and correlating customers and to
foresee customer needs effectively and increase business.
2. CRM contains each and every bit of details of a customer, hence it is very easy for track a
customer accordingly and can be used to determine which customer can be profitable and
which not.
3. In CRM system, customers are grouped according to different aspects according to the
type of business they do or according to physical location and are allocated to different
customer managers often called as account managers. This helps in focusing and
concentrating on each and every customer separately.
4. A CRM system is not only used to deal with the existing customers but is also useful in
acquiring new customers. The process first starts with identifying a customer and
maintaining all the corresponding details into the CRM system which is also called an
‘Opportunity of Business’. The Sales and Field representatives then try getting business
out of these customers by sophistically following up with them and converting them into
a winning deal. All this is very easily and efficiently done by an integrated CRM system.
5. The strongest aspect of Customer Relationship Management is that it is very cost-
effective. The advantage of decently implemented CRM system is that there is very less
need of paper and manual work which requires lesser staff to manage and lesser resources
to deal with. The technologies used in implementing a CRM system are also very cheap
and smooth as compared to the traditional way of business.
6. All the details in CRM system is kept centralized which is available anytime on
fingertips. This reduces the process time and increases productivity.
7. Efficiently dealing with all the customers and providing them what they actually need
increases the customer satisfaction. This increases the chance of getting more business
which ultimately enhances turnover and profit.
8. If the customer is satisfied they will always be loyal to you and will remain in business
forever resulting in increasing customer base and ultimately enhancing net growth of
business.

OBJECTIVE OF THIS RESEARCH


The Advanced Learner’s dictionary of Current English lays down the meaningof research as a
“Careful investigation of inquiry specially though search for new facts in any branch of
knowledge”.
•Find out the customer taste and preference.
•To find out the customers’ satisfaction level from the Pantaloon store.
•To find out the behaviour of customers towards the products, which are promoted by celebrities.
•To find out the ways, how to provide best services to customers.
•To find out, what factors drive customers to other places, like Shoppers’ stop, Life style, Globus,
Pyramid etc
•To find out the customers’ brands satisfaction level.
•To find out the schemes provided by others.
•To find out the marketing strategy of Shoppers’ stop, Globus, Life style.
•To know the pre purchase behaviour of customers

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Customer Relationship Management (CRM) and Marketing

CRM leverages and amplifies customer base of an organization through efficacious and efficient
marketing. In fact CRM has brought up new dimensions in the field of marketing by significantly
improving marketing functioning and execution. Intuitive CRM associated marketing strategies
like direct marketing, web marketing, e-mail marketing etc. have been matured during the recent
past. These marketing strategies are more promising as compared to the traditional ways on
marketing as they help delivering higher-up performance and walloping business. They also help
meliorating response rates in marketing campaigns, cut cost on promotions due to low asset
values and provide higher scrutiny on organizational investments.

The various aspects of CRM oriented marketing are discussed below.

1. Web Marketing- With the growing popularity of web, customers are tending towards
web marketing or web shopping. This helps both customers and suppliers to transact in a
real time environment irrespective of their locations. Some of the major advantages of
Web Marketing are listed below:
 It is relatively very inexpensive as it reduces the cost for physically reaching to
the target customers for interaction.
 Suppliers can reach to more number of customers in lesser amount of time.
 The online marketing campaigns can be easily tracked, traced, calculated and
tested.
 The selection process of any product or brand is simplified due to proven online
research and analysis techniques.
 Online marketing campaigns are more promotional as compared to manual
campaigns.
2. Email Marketing- Email marketing has turned out to be more efficacious and
inexpensive as compared to mail or phone based marketing strategies. Email marketing is
direct marketing which is data driven and leads to more accurate customer response and
effective fulfillment of customer needs. More attractive features include newsletters,
sending of eCoupons, eCards, provision of saving events into calendars etc.
3. Analyzing customers buying behavior online- A CRM system provides a platform to
analyze the customers buying behavior online. This interactive strategy provides great
accuracy with high speed which includes profiling services furnishing elaborated bits of
information regarding customers purchasing habits or behavior. Individualized analysis of
this behavior also helps to identify to which product or brand the customers are more
tended. For example an online selling website www.xyz.com can analyze the customers
buying behavior by installing an in-house service with the help of a full-fledged CRM
that checks what all products are being purchased by a particular customer and under
which specific group they fall. This is achieved by personalized analyzing the buying
history of customers in the past which predicts the future business with those customers
also. This accomplishes to build a long-term relationship with customers by properly
canvassing customer needs and resulting in customer satisfaction. Analyzing this
particular buying behavior of customers online also helps to fix or change of marketing
techniques or strategies to mould the system according to the future perspectives.

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4. Forecasting future marketing strategies- Down the line marketing strategies keeps on
changing according to the emotional behavioral change of customers. CRM market
forecasting techniques help to understand this change through regression and statistical
analysis of customer behavior online. These are some complex but more accurate analysis
techniques provided by CRM system which are proved to be one of best marketing
strategies. This innovative approach is carried out with greater risks but is believed to
outturn astonishing rewards.
5. Building business impact models- It is important for an organization to have check on
marketing performance regularly so that the techniques never deteriorate and always
match to yield greater results. These CRM oriented models help in delivering accurate
measurement of marketing performance throughout the organization and to do better
every time.

These synergistic marketing strategies make a part of CRM system to develop high-end
marketing business. Hence it is very important for an organization to incorporate them by
carefully anticipating change, testing their performance and assembling the best possible
combination of these strategies to meet the needs of the customers and maximize its marketing
growth.

1.3 OBJECTIVES OF THE STUDY:

Objective of the study of customer services as a part of customer experience is to put things in
mind as to how customer service affects the whole shopping experience of the customers and
what all is needed on the part of retailer to make that experience a remembering one for every
individual customer.

I have got an idea that before setting up any services it is very much essential to know certain
things and these are as follows:

 Objective of the Retail store Marketing was to make customers aware about the Sale
offers during Denim Exchange and EOSS i.e. End Of Season Sale provided by
Pantaloon and also to achieve the Green Card target of Customer loyalty
Program during EOSS.

 To provide extra privileges to Pantaloons Payback Green Card customers - keeping inmind that
they get extra privileges not only inside the store of Pantaloons, but alsooutside the store and to
make the Pantaloon Customer Loyalty Program more powerfulby doing tie-ups with Restaurants,
Health-Clubs, Saloons, Pubs, colleges, Laundries,Tattoos Makers.

 To make Payback Green Card Members realize that they are Special customers for
thecompany.

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 To find out customer loyalty for Pantaloon store.

 To Migrate the Green card into Payback Green Card according to discount level.

1.4 METHODOGY OF THE STUDY:

i. Identification of the company


Pantaloons Retail Pvt.Ltd. under Aditya Birla group was selected for the organization study,
considering factors including reputation of the firm, ease of getting permission, industry
location.etc.
ii. Identification of the objectives
A study on customer relationship management at Pantaloons Retail Pvt.Ltd.
A study on customer satisfaction at Pantaloons Retail Pvt.Ltd.

iii. Data Collection: Data is the information which will be collected from various sources.
Data Collection Mode: Two methods were used to collect the relevant data, they are:

1. Primary Data- Primary data is the data which is collected first hand specially for the
purpose of study. It is collected for addressing the problem at hand. Thus, primary data is
original data collected by researcher first hand.
2. Secondary Data- Secondary data is the data that have been already collected by and readily
available from other sources. Such data are cheaper and more quickly obtainable than the
primary data and also may be available when primary data cannot be obtained at all.

 News papers
 Magazines
 Journals
 Internet sites
 Books
The method used for study is observational and questionnaire for the study.

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Questionnaires:
Questionnaires are a good way to obtain information from a large number of people and/or
people who may not have the time to attend an interview or take part in experiments. They
enable people to take their time, think about it and come back to the questionnaire later.
Participants can state their views or feelings privately without worrying about the possible
reaction of the researcher. Questionnaires typically contain multiple choice questions, attitude
scales, closed questions and open-ended questions.
Sampling Plan Target Population: Individuals between the age group of 18 to 75 years, chosen
as the target population.
Sampling Procedure: The sampling procedure used is simple random sampling. Simple random
sampling means each sample in the population has equal chance to be picked up for the study.
Sample Size: A sample of 100 customers is taken in order to carry the study.
Sample Elements: The sample elements will consist of people who visit and shop from
Pantaloons.
iv. Analysis and interpretation
The data collected must be properly analysed to evaluate and enhance the data quality. The
analysis is done to identify the actual meaning of data which helps in proper interpretation of
data.
v. Documentation
After the analysis and interpretation of the data, the information is documented in the form of
study report, which gives elaborate report on the organization study.

1.5 LIMITATIONS OF THE STUDY:

 The Time limit was less to study and to analyze the topic perfectly
 The study is based on a questionnaire method by including 100 people.
 The study has been conducted within the boundaries of particular branch of Pantaloons.
 The study has not been related to any other retail stores.
 Respondents were not eager to respond to questions.

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CHAPTER-2

COMPANY PROFILE

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CHAPTER-2

COMPANY PROFILE

2.1 ADITYA BIRLA GROUP:

A US $40 billion corporation, the Aditya Birla Group is in the League of Fortune
500. It is anchored by an extraordinary force of over 136,000 employees belonging to 42
different nationalities. The Group has been ranked Number 4 in the global 'Top Companies for
Leaders' survey and ranked Number 1 in Asia Pacific for 2011.The Group has topped the
Nielsen's Corporate Image Monitor 2012-13 and emerged as the Number 1 corporate, the 'Best in
Class' 50 per cent of the Aditya Birla Group's revenues flow from its overseas operations.

The Group operates in 36 countries – Australia, Austria, Bangladesh, Brazil,


Canada, China, Egypt, France, Germany, Hungary, India, Indonesia, Italy, Ivory Coast, Japan,
Korea, Laos, Luxembourg, Malaysia, Myanmar, Philippines, Poland, Russia, Singapore, South
Africa, Spain, Sri Lanka, Sweden, Switzerland, Tanzania, Thailand, Turkey, UAE, UK, USA,
and Vietnam. The Aditya Birla Group is an Indian multinational conglomerate named after
Aditya Vikram Birla, headquartered in the Aditya Birla Centre in Worli, Mumbai, India. The
Aditya Birla Group is the world's largest producer of Viscose Staple Fiber industry. Apart from

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viscose staple fiber, the group also owns acrylic fiber businesses in Egypt and Thailand, viscose
filament yarn businesses and spinning mills in India and South East Asia. The group has pulp
and plantation interests in Canada and Laos. Its two companies i.e. Aditya Birla Nuvo Ltd. and
Grasim Bhiwani Textiles Ltd. which is a subsidiary of Grasim Industries are in textile business.

VISION:

To be a premium global conglomerate, with a clear focus on each of the businesses.

MISSION:

To deliver superior value to our customers, shareholders, employees and society at large.

VALUES:

Integrity: We believe in growth of the organization with the growth of our


people.People are our investors, partners (Vendors), employees,
customers and stakeholders of the companies.
Commitment: Aditya Birla is a name known for higher value and good quality. We do
what we commit to our people.
Passion: Our excellence in every field of business and promise to provide the best
shows the passion of the organization.
Seamlessness: We work beyond limits; we go one step ahead of others to serve and to
benefit.
Speed: Growth is important but timely growth is the key to success. We believe
to act early.

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2.2 PANTALOONS FASHION AND RETAIL LTD.:

Pantaloons voted as 'India's Most Trusted Apparel Retail Brand' (Brand Equity
Survey 2014-15), Pantaloons, a division of ABFRL, is one of the most loved large format fashion
retailers in India. Post-acquisition by Aditya Birla Nuvo Limited in 2013, Pantaloons is today the
fastest growing large format retailer in the country.

The rate of new store openings has increased from one every two months to one
every two weeks. The brand is now present in 78 Indian cities/towns. Pantaloons offer a wide
range of brand offerings across apparel and non-apparel categories and across varied price
points. It operates across categories of casual wear, ethnic wear, formal wear, party wear and
active wear for men, women and kids. Women wear is the lead category contributing to half of
total apparel sales. Non-apparel products include footwear, handbags, cosmetics, perfumes,
fashion jewellery and watches.

Pantaloons began in 1997 as a Future Group company in the quest to equip the
emerging Indian middle-class with an indigenous fashion retail format. Consistent with the
times, the model was of a discount fashion retailer.

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Aditya Birla Fashion and Retail Ltd.


(Formerly known as Pantaloons Fashion and Retail Ltd.)

Key People Subal C. H. kundu&Santanukundu(Managing Director)


SangeetaPendurkar (CEO)
S. Visvanathan (CFO)
SurajBahirwani (COO)
Type Public

Industry Retail

Founded 1997

Headquarters Mumbai, Maharashtra, India

Products Department stores

Revenue ₹2,552 crore

(US$360 million) (FY 16 - 17)


Parent Aditya Birla Group

Website http://pantaloons.com/

2.2.1 PRODUCTS / SERVICES:

In Pantaloons, brand management is a series of techniques used to increase the perceived


value of a product or a service. Effective brand management builds loyal customers through positive
brand association and has a positive effect on their bottom line.

Pantaloons group represented all departments as a word called “WORLD”, the Pantaloons WORLD
consists of:

 Women’s Ethnic wear


 Women’s Western wear

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 Kids Wear
 Men’s wear
 Non-Apparels

APPARELS NON APPARELS

WOMEN'S ETHNIC WEAR FASHION JEWELLERY


WOMEN'S WESTERN WEAR LADIES ACCESSORIES
KIDS WEAR HAND BAGS
MENS CASUAL WEAR WALLETS
MENS FORMAL WEAR FOOT WEAR

Some specific exclusive pantaloons brands are available:

Pantaloons consist of a huge number of brands in which some are of


Pantaloons exclusive brands and Pantaloons partnership brands. Pantaloons exclusive brands are
the brands that are owned by Pantaloons group and are only available at Pantaloons.

Here Brands are categorized on the basis of Age, ethnic wear, western wear,
sportswear, office wear, party wear etc.

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Pantaloons Exclusive Brands:

LADIES WEAR MEN’S WEAR KID’S WEAR


Honey Bare Denim Chalk
Akkriti SF (San fransico) Bare kids
Rangmanch Urban Range Poppers
Trishaa Spiritius Chirpie pie
Annabelle Ajile
Ajile Richard Parker
Izabel(London) Indus Route
Bare Denim Byford
SF (San Fransico) Alto Moda
Forever glam
Alto Moda

Pantaloons Partnership Brands:

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LADIES WEAR MEN’S WEAR


Aurelia Louis Philippe
Biba John Miller
W John Players
Jealous-21 Indigo Nation
Dreamz Van Heusen
SF(San Fransico) Pepe Jeans
Peter England
Levis
Indian Terrain
Basics

2.2.2 ORGANISATION STRUCTURE:

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COMPANY HIERARCHY:

STORE HIERARCHY:

Store
Manager

Support
Operations
Function

CustomerVisual
Operation Department Marketing HR
Commercial Service Merchan
ExecutiveManager Manager Manager Desk ndiser
nndis
Manager nser
Assistant
Administara
Department Cashier Information
tion
Manager

Team Maintenanc
Security
Leader e

Floor House
Assistant Keeping

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SWOT ANALYSIS:

Strength:

 Pantaloons have wider range of products with better quality and price.
 Creativity in design and always known for fresh fashion.
 Pantaloon has ability to supply according to the demand of customers.
 Pantaloon is very friendly to their business clients even small business clients.
 It has ability to understand the needs of buyers.
 Good communication and cooperation among staff members.
 Entertainment programs run in the store to motivate the employees.

Weakness:
 Competitors have widest range of the product.
 Long exchange process, which waste the time of customers.
 Lack of work force
 Communication Gap between employee and customers.
 Customers are not satisfied by the schemes running in the store.
 Store is not for the low middle class customers because of high range of prices.
 There is no incentive program for employees, which can motivate them to work hard.

Opportunities:
 More consumers’ preference for retail shopping, because of better quality and prices
 Pantaloons provide better services to their Green card members.
 More investments in machineries, men and in management to improve quality standards.
 Expansions in the product range and value addition.
Threats:

 Pantaloon is facing strong competition from Shoppers’ Stop and Life Style.
 Pricing pressure.
 More variety of products range offered by competitor.

2.2.4 BACKGROUND INCEPTION:


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The Organized retail industry in India did not evolve till the early 1990s.
Until then, the industry was dominated by the un-organized sector. It was a seller market, with a
limited number of brands, and little choice available to customers. Lack of trained manpower, tax
laws and government regulations all discouraged the growth of organized retailing in India
during that period. Lack of consumer awareness and restrictions over entry of foreign players
into the sector also contributed to the delay in the growth of organized retailing. This allowed the
un-organized sector to rule the Indian retailing industry. It was during this time that the
foundation of PRIL was laid by Biyani.

The history of PRIL can be traced to the mid -1980s, when Biyani, a
commerce graduate quit his family business of trading textiles and yarn to start manufacturing
apparels. In 1987, PRIL was incorporated as Manz Wear Pvt Ltd and manufactured readymade
trousers under the „Pantaloons‟ brand. On September 20, 1991, Manz Wear Pvt Ltd, went public
and in 1992, the Name was changed to Pantaloons Fashions (India) Limited (PFIL). At that time,
the company was distributing its garments across India through multi-brand garments stores.

Time Line:

In 1992:

The company inaugurated its first exclusive men’s store called Pantaloons Shoppe and by 1995,
the number of stores had grown to 70, with most of them being franchisee outlets .Biyani felt
that the best way to realize the potential of the retail sector was to launch departmental stores
owned and managed by the company.

In August 1997:

The first departmental store called Pantaloons was opened in the city of Kolkata with an
investment of Rs 0.7 million. Later the investment in this store was raised to Rs 50 million and
Rs 0.4 million was spent on advertising it, an unheard sum for a retailer to spend on advertising
at that time. The store was a success and recorded revenues of Rs 100 million within the first
year of operations. It was the first retail store in India that marketed apparel for the entire family,
unlike other stores, which catered to a single market segment such as men, women, or kids. In
1999, the company’s name was changed to Pantaloons Retail (India) Limited (PRIL).

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In 2000:

The company share transfer committee, have allotted 10, 00,000 No. of equity shares of Rs. 10/-
each at a premium of Rs. 33/- per share on private Placement basis to ICICI Ltd. A/c. Structured
Products Fund. The total paid up capital of the company is 1, 25, 19,413 No. of equity shares of
Rs. 10/- each, ICICI Ltd. A/c Structured Products Fund will be holding 7.99% of the enhanced
share capital. Pantaloons Retail (India) Ltd. has launched stain free with Scotchgard, a new range
of formal shirts and trousers.

In 2002:

Pantaloons Retail India Ltd has informed that the Board of Directors of the company has allotted
40 lac equity shares to the promoters and their associates on preferential basis at a price of
Rs.31.50 per share. Promoters sell 584098 shares Pantaloons has launched a range of the movie-
specific merchandise such as notebooks, folders, pens, mouse pads etc. Incidence of fire
occurred at one of ATM centre in Maheshwari Plaza Mall/Big Bazaar at Abids, Hyderabad.
Preferential Issue of 8, 65,000 Equity shares of Rs.10 each at a premium of Rs.40 per share to
Promoters & Associates.

In 2003:

Allotment of 8,65,000 equity shares to the promoters and their associates on preferential basis at
a price of Rs.50/- per shares as approved by the members of the company at their meeting held
on December 20, 2002.

In 2004:

Pantaloons Retail (I) Ltd. enters into Strategic alliance with Arvind Brands Ltd. Pantaloons
Retail calls off strategic alliance with Arcus Ltd. Appoints Mr. Ved Prakash Arya as Chief
Operating Officer. Mr. Arya will take charge of the retail operations of the company. Ties up
Arvind Brands Ltd for Ruf&Tuf brand at its Big Bazaar outlets across the country. Pantaloons
Retail (India) Ltd has signed a memorandum of understanding (MoU) with K.J.

In 2005:

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The Pantaloons has made an offer under Regulation 10 of the SEBI Regulations to the Public
shareholders of Galaxy Entertainment Corporation Ltd to acquire up to 2,542,400 fully paid
equity shares of Rs 10/- each, representing in the aggregate 20% of the post issue voting capital
at a price of Rs 51/- per share payable in cash subject to the terms & conditions mentioned.

In 2006:

Pantaloons Retail enters into an agreement with CapitaLand Singapore.

IN 2007:

Pantaloons Retail India Ltd has entered into a 50:50 joint venture (JV) with Axiom Telecom
LLC, UAE, to do sourcing and wholesale distribution of mobile handsets, accessories and setting
up service centres and Authorised after Sales Service Centres for mobile handsets in India.

In 2008:

Pantaloons Retail (India) Ltd. has appointment Mr. Deepak Tanna as Deputy Company Secretary
and he shall be Compliance Officer with immediate effect. Pantaloons Retail has inked a 50-50
joint venture pact with French apparel firm Celio to add to its garment retailing in India. The
Company has issued Bonus Shares in the Ratio of 1:10.

In 2012:

Pantaloons Fashion & Retail Ltd. which was previously controlled by the Future Group has now
been taken over by Aditya Birla Nuvo Limited (ABNL). ABNL is a part of the prestigious Aditya
Birla Group, a $40 billion Indian multinational, operating in 36 countries across the globe

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CHAPTER-3

THEORETICAL FRAMEWORK OF
VISUAL MERCHANDISING AND
MARKETING STRATEGY

CHAPTER-3
THEORETICAL FRAMEWORK OF VISUAL MERCHANDISING AND
MARKETING STRATEGY

3.1 CUSTOMER RELATIONSHIP MANAGEMENT

The sole objective of every business concern in ancient period was making
profit but now it takes deviation with maximization in terms of profit, value and wealth. The

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business, trading or the marketing is not confined with only buying and selling of goods and
services it is more than that. So in the modern marketing era the functionalism of marketing has
wider scope, means buying and selling of goods and services by creating value. On this context
the scenario of ancient consumerism was shifted with dynamic changes as customer
satisfaction,customer delightedness, and customer oriented business culture and dedicated
approach towards retaining customer helps to gain competitive advantage there by the company
will grab the market share ,marketability, and product positioning etc. So on this context the
present study addresses the conceptual framework about customer relationship management.

The functionalism of every business concerns always concentrates on customer or potential


buyer. Its maximization objective will always depend on loyalty towards their products or
service. The enhancement of customer value to the organization relies upon acquiring, retaining,
and partnering with selected target customers, positive attitude towards provider of product or
service make a hopeful impact on building strong bond between the seller and the customer. The
bond helps create a place in consumer mind about the product or service, and positioning in the
consumer mind significantly depends on the satisfactory feeling of a potential buyer. The match
between perceived expectations and actual expectations is the key determinant which is closely
associated with customer satisfaction. The profitable long term relationship with final users of
the product or service in an integrated strategic approach creates customer value to the firm. The
customer centric business strategy enables situational adjustments in sales function of an
organization, CRM is growing in importance due to challenging business
environment faced by organizations throughout the world today. It is increasing in prominence
and the best option for improving business in uncertain times (Christopher Zerres & et al
2014).The CRM is a strategic approach concerned with creating improved shareholder value
through the development of appropriate relationships with key customers and customer
segments (Adrian Payne 2005). In this context, the present study addresses the customer
relationship management.

The term CRM acronym as customer relationship management which consists of three words
such as customer, relationship, and management? The first component is the
customer or a potential buyer; the second one the relationship means the connection or
association between customer and firm, and finally, the management which is concerned about

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identifying, creating, attracting, developing and retaining the customers. So the customer
relationship management means an integrated strategic decision process which is concerned
about identifying the target customers, developing strategies for attracting the customers, and
retaining the existing customers by creating and delivering value to the customers with long term
relationship.
Types of customer relationship management

Analytical CRM: The name itself says that it is the process which concerned about identifying
target customers, collecting feedback from them, and analysing the customer information
thereby creating and delivering value to the customers.

Strategic CRM: The branch of customer relationship management which is concerned about the
strategic focus on customers. It is contingency approach with customer-centric
business strategy supported by all departments in the organization while determining the
strategies.
Operational CRM: It is a modernised business process with the support of information and
communication technology. It includes sales automation, marketing automation, and service
automation.

Collaborative CRM: It involves the strategic aspects which enable to share the customer
information within organization network thereby focused on targeted customers, sometimes it
can also be called as strategic customer relationship management.

Key concepts in customer relationship management

Customer satisfaction: The modern marketers’ key ambitious task is to attract the customers by
using strategic sales promotion techniques; customer satisfaction means a positive
feeling by potential buyers towards any product or service. It is an act of gratifying the desire or
need or expectations of the final user.

Customer loyalty: The key objective of customer relationship management in every organization
is creating loyalty. It means the fidelity of the activities by the sellers in the consumer
mind through customer loyalty programmes there by motivating the customers for a repeat
purchase.
Relationship marketing: The Marketing functionalism aims’ at identifying creating developing

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and managing long-term relationships with target customers. It is concerned about


maintaining customer demographic profile, buying patterns, and frequency of purchase in a sales
database.
Electronic customer relationship management: The term eCRM acronym as electronic customer
relationship management is a process of integrating CRM functions with the use of the
Information and communication technology.

Mobile CRM: The term mCRM acronym as mobile customer relationship management which
enables the marketers to provide services such as identifying, creating, building and maintaining
customer relationship by using wireless networks.

Virtual CRM: The term vCRM acronym as virtual customer relationship management refers to
the process virtual communication of marketing product or service by using digital channels.
Social CRM: The term social customer relationship management is relationship marketing
technique by using social media as a technique which enables the business firm to create,
develop and build a relationship with its customers.

Automation: The operational CRM consists of three different automations, such as sales
automation help automate sales function, market automation helps to find tract to approach the
customers and service automation which deals with retention of existing customers.

3.1.1 ELEMENTS OF CRM:

Customer relationship management (CRM) is a term used to describe all activities, strategies,
and tools used by a company to manage the way it interacts with its customer base. The right
CRM strategy can help you build solid relationships with your customers and increase customer
loyalty and retention. However, for it to work, your strategy must align with your sales
and marketing plan and your customer service department. It also needs to take into account
the four core areas of CRM: technology, strategy, processes, and people.

Customer relationship management is a combination of practices, strategies, and technologies


used to manage and analyze customer interactions. It usually includes the analysis of data
collected from a number of customer touchpoints, sych as website visits, telephone calls, live
chat, direct email, marketing campaigns, and social media.

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The aim of CRM is to improve customer relationships, increase loyalty and retention, and drive
sales. However, for it to succeed, your CRM strategy needs to take into account the following
key elements:

 Technology: applications and infrastructure. When people talk about CRM, they are
usually referring to a CRM system, used to manage digital interactions with current and
potential customers. Data is collected from the entire customer lifecycle, including
marketing and sales platforms, digital commerce, and customer service interactions.
 Strategy: business goals and objectives. Your CRM strategy should be based on clear
goals and objectives. It should also align with your company’s positioning, culture, vision
and values.
 Processes: procedures and business rules. For a CRM strategy to work, all internal and
external processes should be customer centric. Do they provide the best possible
customer experience? Do customers trust what you do with their data?
 People: organizational structure, skills and incentives. People form the core of any CRM
strategy. Are employees focused on customer engagement? Are departments cross-
functional? Is there a top-down commitment from the entire staff? Are bonuses connected
to customer satisfaction goals?

Why Customer Relationship Management Is Important

CRM is so much more than technology. Think of it as a business philosophy based on listening
to customer needs and behaviors and using that information to build stronger relationships and
generate more leads. It should form the foundation of your business strategy.

It Helps You Manage, Automate, and Optimize Customer Data

A good CRM system takes into account all touchpoints in the customer lifecycle. This might
include phone calls, messages through social media, website interactions, and emails. It gathers
data when a client Tweets about your company, files a complaint, submits a review or raises an
issue. By analyzing this data, you can build a picture of who your target customer is, how they
typically behave, what they want and expect from your business, and how you can win them
over.

A CRM system can also help you organize, streamline and automate your processes so that you
collect the right data and have the right information at your fingertips whenever you need it.

It Helps You Learn About Your Customers and Build Relationships

For a company to succeed in business, it needs to understand its customers. The data you collect
through your CRM solution can help you understand what makes your customers tick, and how
you can keep them happy. You can then use this information to communicate in a way that
addresses their needs and wants. This will create an increased sense of trust and loyalty and help
to cement a long-lasting relationship with all of your customers.

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It Helps You Identify and Categorize Leads

Customer relationship management data can be used to optimize marketing campaigns using a
data-driven approach. This can help you better understand your sales pipelines and provide you
with a clear vision of all leads and opportunities so that you know which are worth investing
your time and attention in.

How Customer Relationship Management Benefits Your Business

Implementing a CRM system can provide your company with a great number of benefits.
Customer relationship management can help you get to know your customer base and build
better relationships. A CRM tool can be used to manage and analyze your customer data more
effectively and automate and optimize your customer relationship management processes. It also
makes it easier for your employees to identify sales opportunities and manage marketing
campaigns, driving the bottom line of your business.

Let’s take a look at a few of these benefits in a bit more detail.

Better Analytics = Better Relationships

Access to more comprehensive analytics will help you understand market trends and customer
wants and needs. Customer relationship management data can help you gain valuable insight into
your typical customer so that you can build a better customer experience for them. When a
customer sees that you care about the experience they have with your company, it helps build a
sense of trust and loyalty.

Better Relationships = Higher Customer Satisfaction

CRM data doesn’t just stop there. The better the relationship you have with a customer, the more
likely they are to have a positive experience with you and return. What’s more, a CRM solution
centralizes all your customer data so you can access what you need at the drop of a hat. This
makes it far easier for your customer service reps to address any issues that crop up so that all
your customers walk away with smiles on their faces.

Higher Customer Satisfaction = Increased Retention, Loyalty, and Profit

Of course, the bottom line is that happy customers mean increased retention, loyalty and profit.
The better the experience a customer has with you - whether it’s their first visit or they are a
long-time customer - the more likely they are to come back. You are only as good as your last
transaction with someone, so you need to keep your customers satisfied to keep them coming
back. This is what customer relationship management is all about. A good CRM system can also
help you keep in touch with past customers and incentivize them to visit you again. After all, it is
far cheaper, in the long run, to keep a customer than it is to find a new one.

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3.1.2 TECHNIQUES OF CRM USED IN RETAIL SHOWROOMS:

Your CRM, when proper techniques are used, can massively benefit your marketing strategy too.
Here’s how –

1. CRM helps retain customers

Some research has shown that a good CRM strategy can help your customer retention and retain
up to 30% of past customers. By keeping your customer’s data online and analyzing it, marketers
are able to retain their customers by learning about them and using the information to form
personal and bespoke relationships with each and every customer and demographic.

2. Personalize your marketing emails with CRM contact fields

It’s becoming more common for companies to send out emails to their past customers which are
very personal and written to the point where it is difficult to tell that it is a mass email. This can
be achieved by using CRM fields within your contact forms which lets you, the content creator,
write a generic email that is sent to your email list. The fields are then filled in with personal
customer information.

Examples of these contact fields include name, city, the last product the customer purchased,
whether they used a discount code… you get the picture.

3. Create automated alerts

It is possible for you to create custom alerts and triggers within your CRM software. These
enable you to create alerts whenever an action or event happens so that it can be acted upon
accordingly. If, for example, you want to know when somebody subscribes to your email
newsletter so you can call them up further down the line, you can create an automated alert
which does this and then notifies a member of your team who deals with customer service or
relationship management.

How does this improve your marketing strategy? Well, in this instance, it helps to accelerate your
sales cycle by reminding the subscriber about your business.

4. It provides genuine customer insights

When you grow accustomed to using a CRM for gathering and analyzing accurate pieces of data,
you start to learn more about your customers and have a real insight to who they are as people.
This helps you improve your company’s performance and growth by making commercial
decisions which take the wants, needs, and concerns of your customers into account.

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5. Improved customer engagement

With CRM, you should begin to see over time that your overall customer engagement has
improved. This is happening because you are using your CRM data to listen to, understand and
engage with your customers. Customers appreciate feeling like a brand or company cares about
them, and this is reflected with increased engagement through social media channels, your
website and through sales. Improved engagement means increased conversions, more leads and
customer loyalty. This helps benefit your marketing strategy because people will be eager to
share your business with their friends, family, and co-workers.

Performing proper CRM using a robust CRM solution is important. It is more important today
than it ever has been to understand, engage with and cater to the specific demographics within
your base of customers. If you fail to do this then you will struggle to remain competitive and
operate in the modern commercial climate.

3.2 MARKETING STRATEGY:

Customer relationship management (CRM for short) is a marketing strategy whereby firms
concentrate on existing customers. Customer relationship management gained prominence in
developing marketing strategies, in part, because existing customers are 5 times more valuable to
a business than new customers, according to market research. They are also more likely to be
loyal and to spread positive information about your firm to their social network.

CRM strategy can dramatically increase profitability.

There are two marketing strategy approaches to CRM — data mining and relationship building.

Data Mining

Data mining involves gathering massive amounts of data about your customers, especially their
buying behavior and demographics. Commonly, this information comes from your own sales
information, such as scanner data or credit card purchases. Internal data might be supplemented
by data purchased from other sources. For instance, credit card companies commonly sell
purchase data about cardholders. Even the government sells data such as DMV records of car
ownership. It’s important to note that this data is NOT market research about customers, but
secondary data originally collected for some other purpose.

Data are aggregated, then statistical analysis gleans insights into behavioral linkages. A number
of companies sell enterprise software to analyze data or software to help build these massive
databases, such as SAP and SAS.

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Data mining is fashionable, made more so by software and skills to analyze massive amounts of
data.

Benefits of data mining in your marketing strategy

The more you know about customers, the better you are at building marketing strategies to reach
them. For instance, if your scanner data shows your customers prefer certain brands of orange
juice, you might benefit by stocking additional varieties of that brand or you might use a sale on
this brand as a loss leader to get customers into your store for their weekly grocery trip.

You can also use individual-level data mining. For instance, you might have a baby week sale,
where you offer discounts for baby-related items If you identify which customers have babies
based on prior purchases, you can reduce your costs dramatically by only sending flyers to those
customers.

More sophisticated data analysis builds forecasting models that predict the probabilities of
behavior among your customers. Such forecasts form the basis for budgeting. You can then build
marketing strategies to maximize success based on these models.

For instance, noting that advertising in a particular media two days before an event yields
maximum sales is useful for planning future media buys. Knowing that sales of a brand are
higher among young males allows you to better target them in developing advertising strategies.
A good example is a domestic beer where a dominant buyer is a young man working a blue-
collar job. Using messages appealing to this target market drive increased sales, even if the
message doesn’t resonate with other types of buyers.

Data is also the starting point for developing marketing strategies based on customer lifetime
value (CLV). The graphic below shows how to implement customer lifetime value in decision-
making. You can use this data to segment buyers allowing you to focus on those who represent
the most value to the organization or to highlight opportunities to increase revenue by increasing
things like customer retention.

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Relationship Building

An alternative to data mining is building a strong relationship with customers. Some strategies
for accomplishing this are:

 creating customer loyalty programs, such as frequent flyers


 marketing to customers, such as newsletters and coupons
 e-mail marketing

Probably the most successful relationship-building strategies are those designed to develop
interpersonal relationships — being friendly, using customer’s names, exchanging non-
commercial conversation, being empathetic, handling customer complaints effectively, listening
to customers, building trust, etc.

Benefits of Relationship Building

Customers who believe they have strong interpersonal relationships with commercial enterprises
give the enterprise more of their business, they complain less, they recommend the business, they
are loyal, and they are willing to help the business by defending them against critics, pointing out
situations where the firm might lose money, suggest improvements, etc.

Dangers of Customer Relationship Management

While there are enormous benefits to CRM, some issues need attention.

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First, data mining dangers:

 provides only historic behaviors which are imperfect predictors of future behaviors
 is more appropriate for predicting how a group might respond, not a single individual or
smaller group
 behavior is only partially indicative of attitudes
 consumers purchase behavior might not be indicative of their own needs, but for gifts,
etc. which complicates projections
 data may be more costly to obtain than the value-added

Relationship dangers:

 customers may be more loyal to the provider than the company, so when the provider
leaves, they take the customers
 it’s time-consuming
 it might create expectations that the firm can not deliver on
 some consumers don’t want a relationship with commercial enterprises (this has
important implications for those employing social network marketing strategies)
 relationship-building efforts often come across as insincere, which is worse than not
doing relationship-building at all.

3.2.1 TYPES OF CRM STRATEGY:

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CRM Strategy

 Set a target
 Be a customer-centric company
 Remove all communication barriers
 Track your customer interaction
 Sync every data on your system
 Measure, analyze and improve

Examples

Social CRM: It includes attracting potential customers directly from social media like Facebook,
Twitter, LinkedIn, etc. social media is an open platform for all customers to share experiences
and promote your products as well.

Contact Centre: Sales and marketing teams acquire data and update the CRS system with
information throughout the customer lifecycle.

The agents of contact centres collect data and revise customer records through service calls and
technical support interactions.

Mobile CRM: These applications are made for smartphones, and tabs are a tool for sales and
marketing employees. Through mobile CRM, they can access customer data anywhere and do
their work when they are not in the office.

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CHAPTER-4
CUSTOMER RELATIONSHIP
MANAGEMENT AND CUSTOMER
SATISFACTION IN PANTALOONS

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CHAPTER-4

CUSTOMER RELATIONSHIP MANAGEMENT AND CUSTOMER


SATISFACTION IN PANTALOONS

We have been hearing a lot about CRM aka Customer Relationship Management in almost all we
come across in our day to day life. Whether it is Newspaper, Outdoor Hoardings or Mailers we
receive from hundreds of places etc. What exactly does this connote to a layman? The simple
answer to it is a way of differentiation between customers to provide greater value to more
valuable customers. The meaning of more valuable would be in terms of the monetary spending
received from the customer along with regency and frequency of visit.

Every retailer today is aiming at an attempt to make a casual customer into a loyal customer who
develops a bond with the retail store he/she visits. Customer relationship management as a
transactional exchange helps the marketer to understand the customer's sentiments and buying
habits so that the customer can be provided with products and services before he starts
demanding them.

This project throws light on the role of Customer Relationship Management (CRM) in enhancing
the Customer Lifetime Value (CLV). A successful and effective CRM programme results in
increase of Customers Lifetime Value for the store. The importance of the tangible and the
intangible offerings are also discussed. A good CRM Strategy should focus on Building dynamic
relationship with the customer, making CRM the key element to building customer loyalty to a
store brand and to build a significant competitive advantage.

Role of CRM

Expectations of customer is increasing, he asks for more and more value for the same price, and
whoever provides him increasing value for money, he buys products from that marketer. Every
retailer today is aiming at an attempt to make a casual customer into a loyal customer who
develops a bond with the retail store he/she visits.

The entire concept of CRM today has also evolved over a period of time. Customer relationship
management is ahead of the transactional exchange and facilitates the marketer to understand the
customer's sentiments and buying habits so that the customer can be provided with products and
services before he starts demanding. This is possible through the integration of four important
components i.e. people, process, technology and data. Today the term CRM has become a
buzzword in the Indian Retail world.

There are a host of reasons which can be attributed to the changing consumer paradigm and the
role played by the organized retailers in making CRM a happening phenomenon. Every retailer
in India today is looking at some or the other form of CRM or its prime constituent loyalty based
programme.
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In the retail milieu, where generating and retaining footfalls is the greatest impediment to
success, the challenge lies in constantly innovating methods of attracting new customers and
keeping there interests alive. Loyalty programmers as part of CRM based activity are one of the
ways of overcoming this challenge.
Customer Relationship Management (CRM) to Customer Lifetime Value
(CLV)
The variety of activities together play an important role in bringing repeat customers and in turn
generating positive word of mouth to also increase new footfalls into the store. This leads to the
development of an enthusiastic set of customers who can be approached to convey all new
developments, events and promotions. Data mining activities through CRM also provides
insights and knowledge about the retailers most valuable customers who result in maximum
sales. We also understand the Pareto's Principle which talks about generating 80% of sales from
20% of the customers. This can only happen if the retailer has the 20% as its most profitable
customers and not just normal customers. This completely depends upon the kind of business the
retailer is into and there is nothing sacrosanct about this understanding.
A successful and effective CRM programme results in increase of Customers Lifetime Value for
the store.
Examples:
Today these and similar kinds of programmer are being run all across India by local as well as
national retailers. Let's understand the kind of CRM programme offered by the Pantaloons
having a national presence to lure its customers:
Pantaloons
Known as the Green Card it is divided hierarchically into one star, three star, five star and seven
star. Criteria for star generation are:

On Purchase of Rs.2500/- 1 Star Members Gift Voucher worth Rs. 150 on enrolment On
Purchase of Rs.7500/- 3 Star Members

On Purchase of Rs.15000/-5 Star Members An exclusive 7.5% discount on every purchase

On Purchase of Rs.40000/- 7 Star Members A whopping 10% discount on every


purchase

Green Card is just like passport to a whole new world of exclusive benefits and privileges.
• Instant discounts* for every time you shop at Pantaloons.
•Exclusive shopping days to get hold of latest merchandise.
•Regular updates on collections and promos via catalogues, sms and email.
•Special invites to the most happening events.
•Extended exchange periods and complimentary drops for alterations.
•Exclusive billing counters and much more.

Green-Add-on-Card
Green Card benefits can now be shared with members of Green card members’ family. Family of
Green card members also be entitled to direct discount and other privileges that we have to offer.
A 1 and 3 star member is entitled to have 1 add-on card. However a 5 and 7 star member is
entitled to have 2 add-on cards.

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Green-Days
Exclusive Green Card shopping day gives a preview of End Of Season Sale, so that Green card
members are first to get hold of the latest merchandise.
Green-Channel
Our special billing counter is open to all Green Card members during End of Season sale. Now
Green card members can avoid the rush at the regular billing counter.
Green-Offers Promotions
These are exclusive shopping offers sent to Green card members on a regular basis. Flash Green
Card and claim the special offers and promotions. At times, offers open to all customers are
further enhanced for our esteemed Green Card members.
Green-Service-Desk
For all queries, information and services, contact the Green Service Desk at any Pantaloon Store.
Green-Exchange
Now Green card members can exchange their products within 60 days of purchase. (90 days for
Seven Star members)
Green-Drop
Busy schedule of Green card members may not permit them to collect their alterations or
purchases. Green card members can ask for the Green Drop Service and purchases will be home-
delivered to them. This service is exclusively available to the 7 star members all round the year
and also to the 5 star members except for end of season sale period.
Reserved Car Parking
Offering them space for car parking is like inviting people with arms wide open. The reason for
this is the increasing inconvenience customers face to shop on weekends due to non-availability
of parking when the stores are huge crowd pullers.
Birthday and Anniversary Greetings
To make the Green card members feel special the stores send greetings and special customized
offers to Green card members
Special movie shows
Green card members are sent passes of movie shows from time to time by Pantaloon store

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CHAPTER- 5
DATA ANALYSIS
AND
INTERPRETATIONS

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CHAPTER-5
DATA ANALYSIS AND INTERPRETATIONS
RESEARCH DESIGN:

The research design used in this project is the descriptive research design.

DESCRIPTIVE RESEARCH:

It is a study designed to depict the participants in an accurate way. More simply put, descriptive
research is all about describing people who take part in the study.

There are three ways a researcher can go about doing a descriptive research project, and they are:

 Observational, defined as a method of viewing and recording the participants


 Case study, defined as an in-depth study of an individual or group of individuals
 Survey defined as a brief interview or discussion with an individual about a specific topic

SAMPLING TECHNIQUE:

The kind of sampling technique used in this project is the convenience sampling.

CONVENIENCE SAMPLING:
Convenience sampling is a type of sampling where the first available primary data source
will be used for the research without additional requirements. In other words, this sampling method
involves getting participants wherever you can find them and typically wherever is convenient. In
convenience sampling no inclusion criteria identified prior to the selection of subjects. All subjects
are invited to participate.

SAMPLING PROCEDURE:

The sample was collected from Daba Gardens-Visakhapatnam irrespective of them being
availing the services from Pantaloons Ltd. or not. It was also collected through personal visits to

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persons, by formal and informal talks and through filling up the questionnaire prepared. The data has
been analyzed by using mathematical/Statistical tool.

DATA RESOURCES:

Research is totally based on primary data. Secondary data can be used only for the
reference. Research has been done by primary data collection, and primary data has been collected
by interacting with various people. The secondary d a t a has been collected through various journals
and websites.

SAMPLE SIZE:

The sample size of my project is limited to 100 people only.

SAMPLE DESIGN:

Data has been presented with the help of pie charts.

SAMPLING AREA:

Daba Gardens-Visakhapatnam

It is hub for shopping malls, electronic shopping especially, shopping for cell phones,
restaurants, educational institutes etc. LIC building is the main landmark in this area. BSNL
office is also situated here.

DURATION OF STUDY:

The study was carried out for a period of 45 Days, from 20th October 2021 – 7th December 2021.

DATA ANALYSIS & INTERPRETATION

1. How frequently do you visit max fashion store?


a. Once a week
b. More than a week
c. Only on offer days

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d. Rarely

Frequency of Visit

d. Rarely;
15.00% a. Once a week
a. Once a
week; 17.50%b. More than a week
c. Only on offer days
c. Only on of - b. More than
fer days; 37.50% a week; 30.00%
d. Rarely

Interpretation: From the above pie chart we can see that, 38% respondents say that they visit
the store only on offer days, and 30% respondents say that they visit the store more than
week.17% respondents say they visit once a week, and lowest 15% say they rarely visit the store.
So, we can conclude that major numbers of customers were like to visit the store on offer days.

2. Is the display of the store appealing?


a. Yes
b. No
c. Don’t know
d. Can’t say

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Is the display of the store appealing

a. Yes;
25.00% a. Yes
d. Can’t say;
27.50% b. No
c. Don’t know
d. Can’t say
c. Don’t b. No;
know; 25.00% 22.50%

Interpretation: From the above pie chart, 28% respondents replied that that they can’t say, and
25% respondents agreed that the store is appealing, 25% respondents said that they don’t know
and the least 22% respondents said that No, the store is not appealing. So, we can conclude that
display of the store is doing a fine job.

3. Are the signage in the store helpful?


a. Yes
b. No
c. Don’t know
d. Can’t say

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Are the signage in the store helpful

d. Can’t say; a. Yes; a. Yes


22.50% 32.50% b. No
c. Don’t know
c. Don’t d. Can’t say
know; 20.00%

b. No;
25.00%

Interpretation: From the above pie chart it shows, 32% respondents agreed that the signage are
helpful, and 25% respondents said that no, they are not helpful, 23% respondents said that they
can’t say and least 20% said that they don’t know. So, we can conclude that major number of
people feels that signage are helpful.

4. Do you purchase products displayed in the window and on the mannequins?


1. Yes
2. No
3. Sometimes
4. Never

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Do you purchase products displayed in the window and on the mannequins

a. Yes; a. Yes
d. Never; 22.50%
22.50% b. No
c. Sometimes
c. d. Never
Sometimes;
25.00% b. No;
30.00%

Interpretation: From the above data, 30% respondents replied that they don’t purchase the
products displayed on mannequin.25% respondents replied sometimes, and 23% respondents
replied never, and 22% respondents replied yes they purchase products on mannequins. So, we
can conclude that mannequins are doing a fine job.

5. Do you like the music and fragrance in the store?


a. Yes
b. No
c. Can’t say
d. Don’t know

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Do you like the music and fragrance in the store

d. Don’t a. Yes
know; 25.00% b. No
a. Yes; 37.50% c. Can’t say
c. Can’t say;
d. Don’t know
17.50%

b. No; 20.00%

Interpretation: From the above data, we can see that 37% respondents replied they like the
fragrance and music of the store.25% respondents replied they don’t know, and 20% respondents
replied no, they don’t like the music and fragrance, and 18% respondents they can’t say. So, we
can conclude that majority of people like the music and fragrance in the store.

6. Brands and product availability in PANTALOONS RETAIL (INDIA) LIMITED is ?

Excellent 36
Good 48
Average 16

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Bad 0

Availabity of brands and products


16
36

Excellent
Good
Average
Bad

48

Interpretation: From the above pie chart it is clear that brand and product available in Pantaloons is
up to the mark. Out of 100 respondent 36 respondents liked excellent option where as 48 respondent
view good options. It means that brand and product in Pantaloons is qualitative and doing fine job.

7. What according to you is the product’s best selling point?


(a) Price (c) Easy availability
(b) Quality (d) Others

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Best Selling Point

18.00% 20.00%
Price
Quality
Easy Availability
Others
30.00%
32.00%

Interpretation: PANTALOON RETAIL (INDIA) LIMITED being a relatively new company in the
market and having high competition. the respondents agreed to a certain level that the easy
availability and quality of the product is the main and leading beat selling point. A cumulative of
62% (30% and 32%) respectively agreed to the same, where as a healthy percentage of 38% came to
the decision that the price and various other factors were the main selling point of the product.

8. What is the target audience for PANTALOON RETAIL (INDIA) LIMITED?

(a) High income group (c) lower Income Group

(b) Middle Income Group (d) All

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Target Audience

14.00% 18.00%

High Income Group


Middle Income Group
Lower Income Group
28.00%
All

40.00%

Interpretation: In the questionnaire the main question was the target audience of PANTALOON
RETAIL (INDIA) LIMITED Being a fashion industry firm it is very important for the company to set
their preferences in regard to target audience. The respondents agreed to the point that the company
should focus more on the Middle income group people. Nearly 40% of the respondents agreed to
that point. 28% respondents also agreed to the fact that lower income group can also be targeted.14%
favoured the high income group people to be the target audience keeping in mind the business of the
luxury products.

9. Where does PANTALOON RETAIL (INDIA) LIMITED sells their products?

(a) In a business premise (c) Online

(b) Through Agents (d) Through business sources

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Place of Selling

15.00%

30.00% In a Business Premise


10.00% Through Agents
Online
Through Business Sources

45.00%

Interpretation: According to the respondents the main place of selling for PANTALOON RETAIL
(INDIA) LIMITED is within their business premises. 30% agreed to the point that the main business
is generated within the premises this is because the purchasers visit the store so as to view the
products. The company also sell the products through the agents on the commission basis. This helps
them to obtain good volume of sales, which in turn have link with the company, 45% selling is done
through these dealers. With the growing use of internet for various purchases the company had also
started online procedures for sales through internet.

10. What Does the International Marketing plan of PANTALOON RETAIL (INDIA) LIMITED
covers?

(a) Internet (c) Sales Promotion

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(b) Advertising (d) Direct Marketing

(e) Public Relations

Market Plan

9.00% 13.00%
Internet
Advertisement
Sales Promotion
29.00%
Direct Marketing
28.00%
Public Relations

21.00%

Interpretation: The main aims of the marketing plan that PANTALOON RETAIL (INDIA)
LIMITED has is to advertise their product in the market and to do direct marketing at the same time.
28% and 29% of the respondents agreed to the same point. Then main focus is on sales promotion of
the products, later comes the use of internet to advertise and market the product so as to grow
public relations with more and more customers which in turn will be a great help increasing the
turnover of the company.

11. How can marketing helps increase in sale for PANTALOON RETAIL (INDIA) LIMITED
abroad?

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(a) Increase in profit (c) Building a brand name


(b)Increasing customer knowledge (d) no us

Marketing helps in

8.00%

Increase in Profit
38.00% Increasing Customer's
Knowledge
31.00%
Building a Brand Name
No Use

23.00%

Interpretation: Marketing has a core aim of increasing the sale of the company. According to a
large number of respondents (38%) marketing will help the company to increase sale which will
result in increasing the profit of the company which can be further used for expansion of the
business. More over PANTALOON RETAIL (INDIA) LIMITED being a new brand in the market
has to also understand the importance of building a potential and sustainable brand name in the
market. Marketing will contribute in the cause according to 31% of the respondents. Marketing
and proper advertisement will also make the customers aware of the upcoming products and will
provide them with the knowledge.

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12. What is the best medium for the advertisement according to your point of view in the
international markets?

(a) Local Newspapers (c) Radio

(b) Hoardings (d) Campaigns

(e) Internet

Medium of Advertisement

7.00%

Local News Paper


18.00% 34.00% Hoardings
Radio
Campaigns
Internet

23.00%
18.00%

Interpretation: PANTALOON RETAIL (INDIA) LIMITED According to the respondents should


advertise the product through local news papers. 34% agreed to it. The reason being easy
penetration of newspapers amongst the people in the society, a very large percentage of people read
newspapers on daily basis and this can be a core means of advertising the product. Radio in the
present day has become very popular amongst the people, with easy access in every house and cars it
has grown as a very strong medium of advertisement, 23% of the respondents also share the
same view. 18% each agreed to the point that hoardings and campaigns can also be used as effective
means of advertisement.

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13. What according to you can be other modes of marketing that can be used by PANTALOON
RETAIL (INDIA) LIMITED?

(a) Direct Mail (c) Social Media Marketing


(b)Brand Marketing (d) Mobile Web Marketing

Mode of Marketing

12.00% 16.00%

Direct Mail
Brand Marketing
Social Media Marketing
Mobile Web Marketing
39.00%
33.00%

Interpretation: Ways of marketing is another important segment of marketing. The various modes
can be direct mail, brand marketing, social media marketing and mobile web marketing. 39% of the
respondents agreed to the point that social media marketing can be a perfect way of marketing.
Whereas 33% approved that brand marketing can be used as the mode, which states that the
company should use its brand name for marketing the product. A cumulative of 28% agreed that
direct mail and mobile web marketing that is marketing through SMS and cold calling can also turn as
an effective way of marketing.

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14. Are you satisfied with the fabric PANTALOON RETAIL (INDIA) LIMITED use in their
products?

(a) Yes (b) No

35.00%

Yes
No
65.00%

Interpretation: About 65% of the consumers are satisfied with fabric used by PANTALOON
RETAIL (INDIA) LIMITED in their products where as 35% are dissatisfied.

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15. What according to you is the impression of the advertisement by PANTALOON

RETAIL (INDIA) LIMITED ?


(a) Funny
(b)Informative
(b) Interesting
(c)Boring

Effectiveness of Advertisement

7.00%
18.00%

Funny
Interesting
Informative
42.00% Boring

33.00%

Interpretation: When the respondents were questioned regarding the effectiveness of the current
advertisement, 42% of them said that the advertisement is informative and provides knowledge about
the product. 33% agreed that the advertisement was interested enough to pay attention on the
advertisement. On the other hand 18% and 7% respondents respectively replied the advertisement
was funny and boring.

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CHAPTER-6

FINDINGS AND SUGGESTIONS

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CHAPTER-6

FINDINGS AND SUGGESTIONS

1. Shopping first time at Pantaloons


Finding
It is found that most of the customers shopping at pantaloons are regular customers, some are
new to the store shopping at pantaloons.
Suggestion
It is suggested that company shall implement effective offers to retain the regular customers and
to attract new customers.
2. Preference of clothes
Finding
It is found that majority of the customers prefer formal, then casual and at last ethnic wear.
Suggestion
It is suggested that every section in the store should be given due importance in respect of
variety, brand and quality and brands, varieties are to be increased.
3. Quality preference
Finding
It is found that women’s and men’s garments are having better quality than kids garments.
Suggestion
It is suggested that kids garments are to be maintained with better quality as other garments like
women’s and men’s.
4. Frequency of shopping
Finding
It is found that most of the customers prefer to shop monthly than annually and weekly.
Suggestion
It is suggested that Fashion Assistants in the store should interact more with the customers, it
creates better relationship and it makes customers to shop regularly.

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5. Offer updates to customers


Finding
It is found that majority of the customers are not getting regular updates and a little customers
are getting updates.
Suggestion
It is suggested that every customer should be informed with regular updates of the current offers
running at the store.
6. Fashion Assistants explanation about the product
Finding
It is found that maximum number of customers were explained by the fashion assistants
regarding the products.
Suggestion
It is suggested that Fashion assistants number should be increased so that every customer will
get explanation about the product.
7. Encouragement by Fashion Assistants
Finding
It is found that maximum number of customers are encouraged to try the products by fashion
assistants.
Suggestion
It is suggested that every customer should be given due importance and they should be
encouraged to try the products at the store.
8. Satisfaction to the variety
Finding
It is found that maximum number of customers are satisfied with the variety available at the
store.
Suggestion
It is suggested that more variety should be displayed to satisfy the customers.
9. Satisfaction to brand
Finding
It is found that maximum number of customers are satisfied with the brand available at the store.
Suggestion

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It is suggested that number of brands to be increased for existing customers satisfaction and to
increase the satisfaction levels of new customers.
10. Satisfaction to services
Finding
It is found that majority of the customers are satisfied with the services provided by pantaloons.
Suggestion
It is suggested that current providing services are to be improved so that each and every
customer satisfies to the services.
11. Satisfaction to price
Finding
It is found that customers are satisfied with the prices of the products.
Suggestion
It is suggested that products should have a reasonable prices to attract all range of customers.
12. Satisfaction to sales promotion schemes
Finding
It is found that majority of the customers are satisfied with the sales promotion schemes.
Suggestion
It is suggested that more number of sales promotion schemes are to be increased to attract more
customers.
13. Information about the fresh arrivals
Finding
It is found that most number of customers are not informed with the fresh arrivals at the store.
Suggestion
It is suggested that each and every existing customers are to be informed with the fresh arrivals
at the store.
14. Expectations of customers
Finding
It is found that majority of the customers need more variety and discount to shop more than
quality and services offered.
Suggestion

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It is suggested that more variety’s are to be placed and special discounts are to be given to
customers in order to meet the expectations of customers.
15. Spending levels by customers
Finding
It is found that most number of customers spend between 5000-10000 followed by the
customers who spend between 1000-5000.
Suggestion
It is suggested that prices are to be decreased and special offers are to be introduced to increase
the purchasing level of the customers.
16. Other outlets
Finding
It is found that majority of customers visit max and Lifestyle because of more varieties and
more offers.
Suggestion
It is suggested that variety is to be increased and better offers are to be introduced in order to
retain the existing customers and also to attract the new customers into the outlet.
17. Factors affecting to drive to other places
Finding
It is found that price plays a vital role than product and ambience.
Suggestion
It is suggested that pricing strategy of the products to be changed to attract new customers and to
retain the existing customers.
18. Service experience with the store associates
Finding
It is found that customers experience with the store associates is good.
Suggestion
It is suggested that store associates are to be trained well to make the experience outstanding.
19. Overall experience
Finding
It is found that overall experience of the customers at the store is good.
Suggestion

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It is suggested that to increase certain parameters such as fashion assistants interaction and their
explanation about the products will satisfy all the customers.
20. Loyalty card
Finding
It is found that majority of the existing customers are having the Green card.
Suggestion
It is suggested that every customer is to be given a Green card so that customer can use the
benefits of Green card.
21. Issues at billing counter
Finding
It is found that maximum number of customers didn’t face any issues at billing counter.
Suggestion
It is suggested that more bill counters are to be opened for customer convenience.
22. Consideration of feedback
Finding
It is found that feedback given by the customers is considered and is implemented at the stores.
Suggestion
It is suggested that taking of regular feedback is to be taken for further implementation so as to
increase the relationship between the customers and the company.
23. Calls regarding the feedback
Finding
It is found that customers are not getting any calls regarding the feedback given.
Suggestion
It is suggested that a contact is to be maintained regularly by making calls to the customers
regarding the feedback given.
24. Next time shopping
Finding
It is found that customers may or may not visit the store to shop at pantaloons for the next time
rather than visiting the store certainly.
Suggestion

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It is suggested that more offers and better services and price reduction is to be introduced to
make sure that customers will buy at pantaloons.
25. Suggesting pantaloons to others
Finding
It is found that based on the experience of the customers majority of the customers are willing to
suggest pantaloons to others.
Suggestion
It is suggested that by providing better services, by offering more discounts, good relation with
customers helps customers to suggest pantaloons to others.

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ANNEXURE
Name of the store – Pantaloons retail Ltd
Location of the store – Daba Gardens, Visakhapatnam
1. Are you shopping at pantaloons for the first time?
i. Yes
ii. No
2. Which type of clothes you like most?
i. Formal
ii. Casual
iii. Ethnic
3. Which section you like most in respect of quality?
i. Men
ii. Women
iii. Kid
4. How often do you shop?
i. Weekly
ii. Monthly
iii. Annually
5. Are you getting updates of the current offers running at pantaloons?
i. Yes
ii. No
6. Did the fashion assistants explain about the product?

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i. Yes
ii. No
7. Are you encouraged to try products at the store?
i. Yes
ii. No
8. Are you satisfied with the variety available in each brand?
i. Yes
ii. No
9. Are you satisfied with the brands available in the store?
i. Yes
ii. No
10. Are you satisfied with the services provided by the pantaloons?
i. Yes
ii. No
11. Are you satisfied with the price?

i. Yes

ii. No

12. Are you satisfied with the sales promotion schemes running in the pantaloons?

i. Yes

ii. No

13. Do you get information about the fresh arrivals at the store?

i. Yes

ii. No

14. What things you would like to see in pantaloons so that you can shop more from here?

i. Discount

ii. Quality

iii. Variety
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iv. Services provided

15. Generally, how much amount you spend in shopping at a time?

i. 1000-5000

ii. 5000-10000

iii. 10000+

16. Beside pantaloons which outlet you visit more?

i. Life style

ii. Shopper’s stop

iii. Max

17. What drives you to other places?

i. Ambience

ii. Product

iii. Price

iv. Service

18. What was the service experience with pantaloons store associates?

i. Out standing

ii. Good

iii. Average

19. How was your overall experience in the store?


i. Out standing
ii. Good
iii. Average
20. Are you having the green card?
i. Yes

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ii. No
21. Do you face any issues while you are at billing counter?
i. Yes
ii. No
22. Does your feedback taken in to consideration?
i. Yes
ii. No
23. Are you getting calls regarding the feedback you gave at pantaloons?
i. Yes
ii. No
24. Will you shop again?
i. Certainly
ii. May be
iii. Not very likely
25. Are you going to suggest pantaloons based on your experience?
i. Yes
ii. No

BIBILOGRAPHY
PRIMARY:

Questionnaire and Direct talk with

 The Store Manager of Pantaloons Store


 The Department Manager of Pantaloons Store
 The Customers who have visited the Pantaloons store
SECONDARY

 http://www.adityabirlagroup.com
 http://www.pantaloons.com

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 http://www.slideshare.net/gagani4u/a-study-on-CUSTOMER RELATIONSHIP
MANAGEMENT/

 http://drmpuo.blogspot.in/2009/08/p4720-chapter-1-notes.html

 https://www.scribd.com/document/234272484/Customer relationship management and


customer satisfaction in pantaloons/

 http://research-methodology.net/research-methodology/research-types/

 https://www.thebalance.com/what-is-retail-2892238

 https://www.scribd.com/document/131453284/TERM-II-marketing strategy-Retail

PUBLICATIONS
1. Philip Kotler, Principles of the Marketing, 11th revised edition, Pg. No. 242-244,2013,Pearson
Education, prentice hall, United states.
2. Francis Buttle Customer Relationship Management,2nd revised edition, Pg.No.3,14,Elsevier
Ltd, Houston, Texas, U.S.A.

NEWSPAPERS
1. ECONOMIC TIMES: 07-Apr-2017
2. BUSINESS STANDARD: 05-Sep-2016

WEBSITES
1. www.indianmirror.com
2. www.crosscreek.in
3. www.citeman.com
4. www.ibef.org
5. www.abfrl.com
6. www.itinfo.am
7. www.thinkaboutcrm.com

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