0602003 identifying, analysing and understanding the consumer behaviour

8/2/2019 0602003 Identifying, Analysing and Understanding the Consumer Behaviour

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A

PROJECT REPORT

ON

IDENTIFYING, ANALYSING AND UNDERSTANDING THE

CONSUMER BEHAVIOUR

FOR

THE LOOT (I) PVT. LTD. (PUNE)

SUBMITTED TO

UNIVERSITY OF PUNE

IN PARTIAL FULFILLMENT OF 2 YEARS FULL TIME COURSE

MASTERS IN MARKETING MANAGEMENT (M.M.M.)

SUBMITTED BY

AKSHAY K. HALDE

( BATCH - 2006-08 )

BRACTs

Vishwakarma Institute of Management,

Kodhawa, Pune- 411014.

ACKNOWLEDGMENT


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I take immense pleasure in completing this project and submitting the final project

report.

The last 2 months with THE LOOT PVT. LTD. has been full of learning and sense of

contribution toward the organization. I would like to thank THE LOOT PVT LTD for giving

me an opportunity of learning and contributing through this project. I also take this

opportunity to thank all those people that made this experience a memorable one.

A successful project can never be prepared by the single effort of the person to

whom project is assigned, but it also demand the help and guardianship of some conversant

person who helped the undersigned actively or passively in the completion of successful

project.

I would like to express my sincere gratitude to my project guide Mr. Manoj

Jha (Area Sales Manager & BD), under whose proficient guidance I have completed this

project.

I would like to thankTHE LOOT Store, Pune for giving me an opportunity to

apply my knowledge in the fieldwork.

Special thanks to Mr. Rajendra Rathod (Operations Head) & Mr. Ravi

Shankar (Senior Visual Merchandiser) for their guidance throughout the project and Mr.

Santosh Pansare (HR Head) for his cooperation.

During the actual project work, Mr. Prashant Shinde (Store Manager) & Mr.

Rohit more (supervisor) has been a source of inspiration through his constant guidance;personal interest; encouragement and help. I convey my sincere thanks to him. In spite of his

busy schedule he always fined time to guide me through the project. I am also grateful to him

for reposing confidence in my abilities and giving me the freedom to work on my project.

I would finally like to express my heartfelt thanks to Mr. Sharad Joshi, Director

of Vishwakarma Institute Of Management, for generally sharing his insight and experience

with me and Prof. Jyoti Mishra, Vishwakarma Institute Of Management, for his guidance in

completion of the project and for constant encouragement to put best efforts.

AKSHAY HALDE

Table Of Contents


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S. No. CONTENTS PAGE NUMBER

1 Executive summery

2 Project title

3 Introduction

4 Industry Profile

5 Company Profile

6 Product Profile

7 Research Methodology

8 Data Analysis

9 Observation & Findings

10 Limitations

11 Recommendations

12 Reference


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Executive Summary

Executive Summary

I undertook my summer training with THE LOOT INDIA PVT. LTD. A retail company

with 28 retail stores all over India. The Loot is a Discount store of Apparel, Accessories &

Footwear.


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The internship at The Loot store was my first exposure to the retail industry

where I had my first experience of how the retail store functions, in terms of operations and

visual merchandising. THE LOOT operates in various apparel & foot wear products.

The evaluation of trend in apparel & foot wear has been increased through decades, which is

best seen in customer rise. Now a days purchasing power has assumed great importance to

fulfill needs.

According to the study of the markets, it is being observed that markets are doing

well in retail (apparel & foot wear sector). Near future it would have a big required to invest

money in all type of retail chain because there is good potential in market to invest.

I hope THE LOOT, Pune will recognize this as well as take more references from

this project report. The main objective of this project is to know the Awareness, perception

and customer preferences of among retailer and also to know the living style of people in

different areas.

IT, Manufacturing, Insurance and Infrastructure sector has been given more emphasis

for the study of the project because it is the only sector because of that retail is on

boom.After analyzing the feedback the conclusion has been made that the Indian Customer

market is having lots of potential, the only thing is to give a proper guidance to the

prospective customers.


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Project Title

Project Title

Identifying, analyzing and understanding the consumer behavior about the Loot Store

This research report Identifying, analyzing and understanding the consumer

behavior about the Loot Store. CUSTOMER SATISFACTION was based on survey as a well


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as study of their whole trade areas. Through this survey I have to give the actual data to THE

LOOT that what are the responses or feedback of their existing customers regarding the

product, shop after buying from The Loot. Therefore I have prepared one Questionnaires.

Questionnaire was for the existing customers of the as well as for Non-Existing customers or

new customers. Through the feedback of the existing customers of the The Loot, Ill get to

know that what are the companies strength and what are their weaknesses, so that they will

work on those areas. Where as through non existing customers Ill get to know about the

requirements of other persons trading with other retail shop i.e., what they need which they

are not getting from The Loot.

As it is only around 5 Month has been passed that The Loot has been launched in

Pune city. So being a 1st summer trainee of The Loot, Pune branch, it was a great opportunity

for me to take up this topic as a challenge. Because the result of this project or survey will be

very much beneficial for me as well as companies point of view, so that they will get to know

about their strength and weaknesses and they will know that how much of market they have

captured within 5 month. What people think about this Store?

To improve the sales, made survey inside the store with various customers by questionnaire

form. An organized retail store in Pune region was conducted, research included study of

Lifestyle of the potential customer & with other customer too, preferences, current fashion &trends, regional attributes, competitors analysis and idea about what type of customer , what

want . Observation technique is the method used for data collection.

For the assessment of operation efficiency, customer satisfaction survey is

conducted wherein Questionnaire & Interview are the techniques used for the collection of

data. Store operations included stock management, housekeeping, merchandising, billing,

maintenance etc. Population for the survey consisted of the incoming customers. These

customers were made to fill up the questionnaire or interviewed.


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Introduction

Introduction

Summer training forms an integral part of the curriculum of MMM course at VIM. It gives

us an insight into the working of the real corporate world. It gives us the practical knowledge

of the working of the organizations. During the short time within the industry, we get to learn

the various aspects of an organization like the culture followed the functional aspects etc.

The main objective of the summer internship is to experience the various

concepts that we learn in our first year of management course, as learning the concepts is

very different from experiencing them at a concrete level. We learn to face the various


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situations by establishing relationships between real and significant factors in a situation. We

also learn that in a given situation all the functional aspects are inter-related; one functional

aspect cannot be isolated from the organization. We learn to be more confident by judging

the various situations based on our reasoning and by the application of our knowledge in

these situations. While doing the summers, it is expected that we do not hesitate in doing

some basic clerical job so that we get in touch with the organizational realities.

The organizational concepts that were taught in the classroom were observed and a

concrete level experience was obtained by being a part of the process. In the Internship

approach, students are expected to work in routine operations, which bring them in touch

with the organizational realities. It is not assigning a project and being isolated from other

processes happening in the organization. Rather than doing an individual project, being with

the organization and understanding the process happening was the main focus.

Observing the processes and understanding the procedures and being a part of the

culture is equally important. This helps the students to experience all functional aspect of

business and their linkage between them. In this way, students learn the concrete context of

the organizations.

Store Operations

The retail store is of prime importance for the retail organization, for two reasons.

The first reason is that the retail stories the primary source of revenue for the retailer & the

second reason is that it is the point where customer actually interacts with the retail store &

its offerings.

The primary responsibility within the environment of the retail store lies with the

store manager. Responsibilities of a store manager include -:


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1) Customer Service

Instill in the employees, the meaning & importance of customer service as outlined in

the retail philosophy.

Promote & monitor the quality of service among the staff through training & by

acting as a positive role model.

Be personally available to all customers to communicate & identify their needs & to

address their questions & concern.

2) Budgeting & Planning

Ensure that goals will be met through appropriate planning organization of staff,

inventory & expenses, for short & long term success.

Develop & monitor the capital expense budget to ensure that the store is properly

maintained & upgraded so as to meet the high maintenance standards to reflect good

image.

Monitor a loss prevention program to protect the companys inventory & assets.

3) Personnel

Hire the right people for the right job.

Inspire employees so that each person contributes to the productivity of the store.

Delegate the work load appropriately & effectively.

Write performance evaluations & goal assessments for the Assistant store manager.

Discipline employees according to the companys disciplinary policies.

4) Communication


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Communicate with the regional office/ head office as per the requirements laid down

by the organization with reference to sales, targets, customer service, events & local

issues.

Hold staff meetings to boost employee morale & drive for achieving the results

needed. Ensure that company policies & procedures are communicated in a timely manner &

adhered to strictly.

Motivate & develop staff in order to encourage their professional development.

5) Legal Compliance

Ensure that the store is in compliance with all employment laws, including thoseregarding wage & hour, human rights & equal employment opportunities.

Maintain safe working conditions for employees & customers; Resolve safety

concern quickly.

Ensure store security from internal & external theft.

Elements/ Components of Retail Operations

Store Administration & management of the premises.

Managing Inventory & Display

Managing Receipts

Customer Service

Managing Promotions, Events, Alliances & Partnerships

Visual merchandising


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ProvidingCustomers

ShoppingExperience

RecordingSales

Receiving&

Displaying

Goods

Managing Alliances/ Partnerships &

Promotions/ Events

Store Administration & Management

of Premises


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Industry Profile

Industry Profile

Overview -:

Retailing is the final stage of any economic activity. Retailing, by its very

nature, is a dynamic industry. It occupies an important place in the world economy.


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Retailing in more developed countries is big business and better organized than

it is in India. The organized sector has up to 80% share of retail sales in US. The

corresponding figure for Western Europe is 70%, while it is 40% in Brazil.

The retail sector in India is unique. Much of it is in the unorganized sector,

with over 5 million retail outlets of various sizes and formats. With 5.5 outlets per 1000

people, India has the largest number of outlets in the world. Most of them are independent &

contribute as much as 96% to the total retail sales.

India represents an economic opportunity on a massive scale, both as a global

base & as domestic market. At present the organized sector accounts for only 2 to 4% of the

total market although this is expected to rise by 20 to 25% on YOY basis.

Retail is Indias largest industry accounting for over 10% of countrys GDP &

around 8% of the employment.

The market size of Indian retail industry is about US $ 330 billion & is

expected to grow to over US $ 500 billion by 2011.

Organized retail comprises only 2.8% of the total retailing market & isestimated at about US $ 8.7 billion.

Organized retail sector is expected to grow to US $ 70 billion by 2010.

Top 20 Retailers world wide


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Retailers in India

1. Aditya Birla Group

2. Bharti Retail

3. Reliance Fresh4. Westside

5. Big Bazar

6. Pantaloons

7. Central

8. Shopper Stop

Rank Retailer Sales (US $)

1 Wal-Mart Stores, Inc. $163,532.0

2 Carrefour Group $52,196.1

3 The Kroger Co. $45,352.0

4 Metro A G $44,163.4

5 The Home Depot, Inc. $38,434.06 Albertsons Inc. $37,478.0

7 ITM Enterprises SA $36,762.5

8 Sears, Roebuck and Co. $36,728.0

9 Kmart Corporation $35,925.0

10 Target Corporation $33,702.0

11 J. C. Penney Company, Inc. $31,503.5

12 Royal A hold $31,222.2

13 Safeway Inc. $30,801.8

14 Rewe-Gruppe $30,578.0

15 15 Tesco PLC $30,404.4

16 Ito-Yokado Co., Ltd. $30,237.6

17 Edeka-Gruppe $30,002.6

18 Costco Companies, Inc $26,976.5

19 Tengelmann

Warenhandelsgesellschaft

$26,509.1

20 The Daiei, Inc. $26,486.1


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9. Archies

10. Cafe Coffee Day

11. Landmark

12. Crossword

The Organized Retail Pie

39%

11%9%

9%

8%

7%

7%

3%3%4%

Clothing & Textile

Food & Grocery

Consumer Durables

Footwear

Furniture & Furnishings

Catering Services

Jewellery & Watches

Books, Music & Gifts

Mobile Handsets

Others

Organized & Un-organized Retail in India


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The Pivotal Role of Retailer in the Marketing Channel

Factors which influenced Retail Industry

97

919

3

2010

2004

200 40 60 80 100

Organized Sector Unorganized Sector

Manufacturer orAgent/

Distributor


Distributor


Distributor

First Second Third

Retailer 1 Retailer 2 Retailer 3 Retailer 4

C1 C2 C3 C6 C7 C9C8C5C4


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1. Economic Growth

2. Urbanization

3. Consumerism

4. Holding Inventory

5. Providing Services

6. Providing Information

Competition

Michael Porters Model of Five Competitive Forces

Threat of New Entrants

IndustryCompetitors,

Rivalry amongExistingFirms

BuyersSuppliers

Substitutes

PotentialEntrants

Threat of SubstituteProducts or

Services

Bargaining Powerof Buyers

Threat of NewEntrants

Bargaining Powerof Suppliers


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In case of Indian retail sector there exists high threat of new entrants as the sector

itself is in a nascent stage &is growing. Barriers to entry are very limited.

Threat of Substitutes

The presence of substitutes can lower the attractiveness & profitability because

they limit the price levels. In Indian retail, threat of substitutes is very high. The unorganized

retailing in India is still the largest wherein cheaper versions of product are available. This

still services the middle & poor income families in the country.

Bargaining Power of Suppliers

Suppliers to the retailing industry are the companies who provide finished

product to make various retail products. The bargaining power of suppliers varies from the

products supplied. The bargaining power of suppliers is low because there are large no of

potential suppliers in the market. Therefore the prices become competitive.

Bargaining Power of Buyers

In Indian retail, bargaining power of buyer is fast increasing & can be termed as

moderate to high, depending on the product or service. The buyers are the most powerful in

the retailing industry.

Intensity of Rivalry

The competition among the existing firms in Indian market is not very high as

there are few players in the market. High product differentiation is the major factor that

intensifies the competition.

Current Status


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Retail industry in India has emerged as one of the most dynamic and fast paced

industries with several players entering the market. But because of the heavy initial

investments required, break even is difficult to achieve and many of these players have not

tasted success so far.

However, the future is promising; the market is growing, government policies are

becoming more favorable and emerging technologies are facilitating operations.

Retailing in India is gradually inching its way toward becoming the next boom

industry. The whole concept of shopping has altered in terms of format and consumer buying

behavior, ushering in a revolution in shopping in India.

Modern retail has entered India as seen in sprawling shopping centers, multi-

storied malls and huge complexes offer shopping, entertainment and food all under one roof.

The Indian retailing sector is at an inflexion point where the growth of organized

retailing and growth in the consumption by the Indian population is going to take a higher

growth trajectory.

A large young working population with median age of 24 years, nuclear familiesin urban areas, along with increasing working-women population and emerging opportunities

in the services sector are the key growth drivers of the organized retail sector in India. These

are the key attractions for global retail giants wanting to enter newer markets.

Some of the international players that have already entered India include Mc

Donalds, Pizza Hut, Dominos, Levis, Lee, Nike, Adidas, TGIF, Benetton, Swarovski, Sony,

Sharp, Kodak, Medicine Shoppe etc.


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Traditional

Formats

Itinerant salesmenHaatsMolesMandis, etc.

Established

FormatsKirana ShopsConvenience/ DepartmentStoresCompany/Multi BrandShowroomsPDS/Fair Price ShopsCo-operative StoresPan/Beedi Shops

Emerging Formats

Exclusive Retail

OutletsHypermarketsInternal MallsMalls/Specialty MallsMultiplexesRural OrientedFormatsFast Food OutletsService Galleries, etc.


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Company Profile

Company Profile


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Mr. Jay Gupta: Managing Director.

Mr. Jay Gupta is a true entrepreneur by nature. After doing his schooling from Dr.

Grahams School in Kalimpong, Darjeeling, he did his graduation from S.I.E.S College

Mumbai. He has been a dreamer & a visionary, he always dreamt of being the BEST, never

the biggest. This attitude is what has made him whatever he is today.

Barely out of college, he started his business in the year 1996; initially he got into

the garment business by opening some franchisees for brands like Color plus, Adidas, etc.

But soon realized that he was not able to give the BEST to the customers, he then pondered

& got into the Idea of giving the best brands to the customer at the best prices. This is when

he conceived the idea of THE LOOT.

After trailing in business for many years; he conceptualized & set the first THE

LOOT store in mid 2004. The concept was so well accepted & appreciated by both the

customers & business associates that within 18 months THE LOOT has about a 16 outlets

across Mumbai, Navi-Mumbai, New-Delhi, Hyderabad, Vizag, Pune, Surat & Nashik.

During his early years in business he has worked closely with many brands of repute

& understood that to make this business scalable, he has to bring in a lot of professional

people on board, he is in full swing recruiting some of the best talents in retail. Mr. Jaybelieves that Life is always tough, but you can make it easier by sharing your dreams & then

creating co-dreamers.

He along with a team of professionals has now mapped up the growth of THE

LOOT to about 100 Crores by 2008-09. He feels that he has got a model which will work in

any town in this country, hence he sees no hitch in the growth. However, he is truly aware of

the competitive market of Indian retailing & hence adding a lot of USP into his business,

which will always keep him different than other players in the market.

Mr. RajinderPal Chhabra: CEO


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Mr. Rajinderpal P. Chhabra the CEO spearheads the Finance and Business

Development division of the chain.

A graduate of the Mumbai University, Mr. Chhabra brings along a wealth of

experience in strategic financial management, having spent 39 fruitful years in the banking

industry. He began his career in finance with the Reserve Bank of India, where he spent 17

years and then switched over to the Industrial Development Bank of India where he rose to

become the Chief General Manager before retiring in March 1998.

Prior to joining The LOOT, Mr. Chhabra served as the Director of Garware

Chemicals and Garware Polyester, overseeing all operation of the plants, including

production, marketing, administration besides finance and accounts. His expertise in

financial planning and managerial skills will certainly give thrust to The Loots growth plans.

The LOOT is a multi-brand discount store, offering customers a wide range of products

with discounts ranging between 25% -60% throughout the year.

The store retails brands like Kappa, Bossini, Adidas, Nike, CAT, ID, Spykar,

Lilliput, Giny & Jony, Disney, Ruff Kids, Lee Youth, W, Welspun, Puma, Reebok, Fila,

Umbro, New Balance, Van Huesen, Allen Solley, Arrow, Lee, Lee Cooper, Wrangler, PepeJeans, Parx, Park Avenue, Colours, Blackberrys, Rifle, Ragz jeans, Recap, SF jeans, Thomas

Scott, Red Tape, Marco Ricci, Rifle and international brands like Banana Republic, GAP,

Old Navy and Mercedes Benz.

The LOOT started in the year 2004 as a Value Retail format. Post the launch

and the stupendous success of the first store in the year 2004, The LOOT has set up 25

outlets, which are currently operational. In the year 2005, The LOOT was nominated in

India Fashion Forum for the best value store in India; and again in 2006, The LOOT was

nominated in India Retail Forum for the best value store in India.


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The LOOTs strength as a retailer lies in proper procurement & an excellent supply chain

management. This helps in getting better pricing from the manufacturer and thereafter

passing the benefit on to the consumer.

The LOOT currently offers the right mix of mens and womens semi-formal,

formal, casuals, sports category of garments, footwear & accessories, kids wear etc.

The company has focusing on 3 formats as below:

MEDUIM - 2500-4000 Mens/Womens/Footwear/Accessories

LARGE - 4000-8000 Mens/Womens/Kids/Footwear/Accessories

XTRALARGE - 8000++ Mens/Womens/Kids/Footwear/ Accessories/Lifestyle

products/Coffee shop and space for shops in shop

The LOOT currently operates 20 stores in cities like, Mumbai, Navi-Mumbai, New-

Delhi, Pune, Surat, Ahmedabad, Jabalpur, Aurangabad and Nashik. Shortly opening stores in

cities such as Sonipat, Ludhiana, Mysore, Raipur, Baroda, Guwahati, Bangalore, and Kalyan

in Mumbai are on the anvil.

To propel the growth of the company and to move to the next level, The LOOT has

invested skillfully in IT. The company focus is also on personnel training and great emphasis

is being laid on preparing the back end to take growth to about 100 stores by the year 2008-

09.


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Product Profile

Product Profile

The Loot store provides wide variety of brands in Apparels, Accessories & Footwear.


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The store is divided into four sections -:

1. Womens wear Section

2. Kids wear Section

3. Menswear Section

4. Sports wear & Foot wear Section

Apparels are divided in following categories.

Footwear is divided in following categories.

Apparel

Menswear Womenswear Kids wear

Formal Casual Ethnic Sportswear Accessories Innerwear

T-shirtsShirts

DenimsCargoSkirtsTops

Dress

KurtaPyjamaDupatta

T-shirtsTrack suits

ShortsCostumes

BeltsTowelsCapsSocks

Handkerchiefs

ShirtsTrousers


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Brands available at The Loot store

Footwear

Sports shoes Floaters

Formal shoes

Mens Footwear Womens Footwear

Casual Footwear Sports shoes


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1 Adidas

2 Allen Solly

3 Arrow

4 Benetton

5 Giny Jony

6 Eccentric

7 Thomas Scott

8 Lee

9 Lee Cooper

10 Wrangler

11 Pepe Jeans

12 Rifle

13 SF

14 Recap

15 GAP

16 Blackberrys

17 Provogue18 Welspun

19 Liliput

20 CAT

21 Reebok

22 Bossini

23 Ragz Jeans

24 Spykar Jeans

25 Oobe

26 Indian Terrain

27 Puma

28 ID29 Tuscan Verve

30 Red Tape

31 Disney

32 Bossini Kids

33 M

34 Marco Ricci

35 Mercedes Benz

36 New Balance

37 Kappa

38 Van Heusen

39 Parx40 FILA

41 Old Navy

42 Banana Republic

43 Ruff Kids

44 Grab

45 W

46 Park Avenue

47 Colours


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Research Methodology


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Research Methodology

Sampling Technique -: Random Sampling

Sample Size -: 100

Method of Data Collection -: Questionnaire

Questionnaire

Name -:

1. Age -:

Below 18

18 30

30 45

Above 45

2. Gender -:

Male

Female3. Occupation -:

Self Employment

Service

Student

Others

4. Income -:

Less than 5000

5000 10000

10000 20000

Above 20000


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6. From where did you come to know about The LOOT store?

Newspaper

Radio Mirchi

TV

Friends & Relative

Other

7. How frequently do you visit The LOOT store?

Once in 15 Days

Once in a Month

Thrice a Month

Once a Six Months

Any Special Occasion

8. On what basis do you make the purchase decision?

Price

Quality

Brand Name

LocationService

9. Which line of products do you generally purchase?

Gents

Ladies

Kids

Sports wear


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10. What amount do you approximately spend on each visit?

Less than 1000

1000 2000

2000 4000

More than 4000

11. Which stores other than The LOOT store do you visit?

Brand Factory

Mega Mart

Koutans

K.K. Bazar

Others

12. Are you happy with the prices offered by The LOOT store?

Very Good

Good

Average

Poor

Very Poor

13. How was your overall shopping experience in The LOOTstore?

Excellent

Good

Satisfied

Poor

14. Will you shop again in The LOOT store?

Yes

No

May Be


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15. How will you rate the following attributes?

Least Average Most

Preferred Preferred Preferred

Price

Product Range

Service

Brand

Location

16. Do you find the sales staff knowledgeable & helpful?

Always

Sometimes

Never

17. Is sufficient product range available in the store?

Always

Sometimes

Never18. Are you satisfied with the offers in the store?

Always

Sometimes

Never

19. Are your suggestions & queries taken care of?

Yes

No

Sometimes

20. What do you dislike about The LOOT store?

21. Any Suggestions.


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Data Analysis


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Data Analysis

1) Age

Observation:- 89% footfall of total customer footfall is 18 to 30 years and others are less.

Conclusion:- To increase footfall of rest age category company should have more verity

stock which suitable for there suitable category.

Below 18 5

18 to 30 89

30 to 45 5

Above 45 1

AGE WIS

5%5% 1%

89%

Below 18

18 to 30

30 to 45

ABOVE 45


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2) Gender

Observation -: 67% of the total customers coming to the store is Male, while females are

only 33%.

Conclusion -: To increase the no. of female customers, store has to keep attractive offers on

ladies wear. Advertising should be done to influence the women also.

MALE 67

FEMALE 33

6 7

3 3

M A L E

F EM A

G E N D E R


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3) Occupation

Observation -: 49% of the customers are students &35% are from the service.

Conclusion -: We should concentrate on the needs & consumption patterns of these

customers to retain them as well as Attract the self employed customers as they have

potential purchasing power.

Self Employment 12

Service 35

Student 49

Other 4

o c c u p a t i o n

4 9 %

4 % 1 2 %

3 5 %

S E L F E M P L O Y M

S E R V I C E

S T U D E N T

O THE R


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4) Income Wise

Observation -: 34% customers income is between 10000 & 20000. 28% customers earn

above 20000.

Conclusion -: Majority of the customers have potential purchasing power. Thus sales staff

should be motivated to increase their sale by add owns.


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5) From where did you come to know about The LOOT store?

Observation -: 53% customers came to know about the store from their friends & relatives.

Thus main publicity medium for the store is through word of mouth.

Conclusion -: Store should concentrate on stock & service provided at the store. New offers

& promotional activities should be carried out in the store.

TV 2

Newspaper 18

Radio Mirchi 2

Friends & Relatives 53

Other 25

Sources of awareness of loot stores

2% 18%

2%

53%

25% TV

Newspaper

Radio mirchi

Friends & Relatives

other


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6) How frequently do you visit The LOOT store?

Observation -: 38% of the customers visit the store only on any special occasion. 30% of the

customers visit the store once in a month.

Conclusion -: Store should be made more attractive on special occasion to create long lasting

impact on the customers. Visual merchandising should be changed

monthly according to season or latest fashion.

Once in a 15 days 9

Once in a month 30

Thrice in a month 4

Once in a six month 19

Special occasions 38

Frequency of customer

9%

30%

4%19%

38%

Once in 15 days

Once in a m onth

Thrice in a m onth

Once in a six m on

Any specia l occas


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7) On what basis do you make the purchase decision?

Observation -: Majority of the customers make their purchase decision on quality & brand

name.

Conclusion -: The store needs to maintain the quality of the products kept in the store.

Products of the well known brands should be kept in sufficient quantity & variety.

Price 39

Quality 74

Brand Name 47Location 4

Service 7

0

1 0

2 0

3 0

4 0

5 0

6 0

7 0

8 0

1

B ases f or Cust omer Purchase

P ric e

Qua l i t y

B rand Na

Loca t ion

S ervic e


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8) Which line of products do you generally purchase?

Observation -: Majority of the customers purchases gents & ladies wear. Sales of kids &

sport wear are very low because customers are unaware of these sections in the store.

Conclusion -: Window display should include kids wear, sports wear & footwear so

customers will come to know about these sections. Some of these items should be displayed

near the entrance to increase its sales. Customers coming for purchasing gents & ladies wear

should be encouraged to visit these sections also.

Gents 69

Ladies 45

Kids 3

Sports wear 23

6 9

4

3

2 3

0

2 0

4 0

6 0

8 0

1

L i n e o f P r o d u c t P u r c h a s e d

G e n t sL a d i e sK i d s S p o r ts w


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9) What amount do you approximately spend on each visit?

Observation -: Majority of the customers spend between 1000 & 2000 on each visit to the

store.

Conclusion -: Bill size can be increased by motivating the sales staff to increase their

individual sales.

Less than 1000 31

1000 to 2000 58

2000 to 4000 15

Above 4000 1

0

2 0

4 0

6 0

1

A m o u n t S p e n d b y C u s t o m e

L e s s t h a n 1 0 0 01 0 0 0 t o 2 0 0 02 0 0 0 t o 4 0 0 0M o r e t h a n


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10) Which stores other than The LOOT store do you visit?

OBSERVATION:- 33% of purchaser visit to Brand Factory, 26% visit to Mega mart, 17%

to K.K. Bazar. 13% to Koutans and rest visited to other rest and local malls..

Brand factory 33

Mega Mart 26

K. K. Bazaar 17

Koutans 13Others 11

C u s t o m e r V is i t O t h e r D is c

3 3

2 6

1 7

1 3

1 1

B r a n d F a c t o r yM e g a M a r tK .K . B a z a r K o u t a n sO t h e


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11) Are you happy with the prices offered by The LOOT store?

54% customer who purchased from LOOT store are satisfied about price which we offered

on different brands, 12% customer are very impressed about offered prices,33% are

averagely satisfied, 12% customer wanted more discount, 10% customer are not satisfied.

Very Good 12

Good 54

Average 33

Poor 10

Very Poor 1

C u s t o m e r S a t is f a c t i o n o f P r ic e o f f e

1 2

5 4

3 3

1 %0 %

V e r y G

G o o d

A v e r a g

p o o r

V e r y P


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12) How was your overall shopping experience in The LOOT store?

Obsrvation:- 13% customers says they have good experience while shopping in The Loot,

47% said it was good experience here,36% are satisfied, 4% said is very poor.

The percentage of satisfied customer is more.

Excellent 13

Good 47

Satisfied 36

Poor 4

S h o p p in g E x p e r ie n c e in t h e

E x c e l l e1 3 %

G o o

4 7 %

S a t i s f i

3 6 %

P o o4 %

E x c e l l e

G o o d

S a t i s f i e

P o o r


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13) Will you shop again in The LOOT store?

OBSERVATION:- 75% Customer are willing to come again, 2% said no, and 23% said may

be,most of the customer want to shop again in The loot.

Yes 75

No 2

May be 23

C u s t o m e r W illin g n e s s to S h o p A g a i

7 5 %

2 %

2 3 %

Y e s

N o

M a y b


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14) How will you rate the following attributes?

Price

Product Range

Service

Brand

Location

1. Price Preference

Most of the customers come to shop because they find reasonable price of the products.

Attributes Least Preferred Average Preferred Most Preferred

Price 23 32 45

Customer's Pre fere nce to the p

23%

32%

45% Lea st Preffered

Average Preffere

Mo st Peffered


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2. Brand Preference

Because of the good brands available at the store customers are get attracted.


Brand 23 32 45

Customer Prefere nce to the

23%

32%

45%Least Pre f fere d

Ave rage Pref fer

M o s t P e f fe re d


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3. Product Range Preference

Product range or the variety of products available at the store are not up to the mark. Only

34% of the customers are attracted towards it.


Product Range 35 31 34

c u s to m e r p re fe r e n c e to p r o d

3 5

3 1

3 4L e a s t P r e fe r re

Av e r ag e P r e f e

M o s t P r e f e r re


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4) Service Preference

Customer service provided at Loot store is quite good. Most of the customers like to visit the

store because of this factor.


Service 15 25 60

customer prefere nce to se r

15%

25%60%

Least Preferred

A verage Pref er re

Most Pref erred


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5) Location Preference

The location of the store is also at the heart of the city. So it also becomes convenient to the

customers to come again and again for shopping.

Attributes Least Preferred Average

Preferred

Most Preferred Total

Price 16 29 55 100

Brand 23 31 44 98

Product Range 35 30 33 98

Service 15 25 59 99

Convenience location 23 13 63 99

Total 112 128 254 494

customer preference to Locationconvienence

23%

13%64%

Least Preferred

Average Preferred

Most Preferred


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15) Do you find the sales staff knowledgeable & helpful?

The sales staff available at the store find quite helpful always for the customers to find

out the right product which they want.

Always 66

Sometimes 32

Never 2

S a l e s s t a f f a r e K n o w l e d g e a n d H e l

6 6

3 2

2 %

A l w a y s

S o m e t i

N e v e r


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16) Is sufficient product range available in the store?

78% of the total customers are not happy with the available range of the products at the

store. So it is very important to increase the product range according to the fashion.

Always 22

Sometimes 71

Never 7

A v a i la b i li t y o f P r o d u c t R a n g e t o

2 2

7 1

7

A l w a y s

S o m e t i

N e v e r


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17) Are you satisfied with the offers in the store?

Maximum number of customers are found out sometimes satisfied with the offers which

the store is giving. Offers can be improved to increase the sale.

Always 37

Sometimes 60Never 3

C u s t o m e r S a t i s f a c t i o n w i t h

3 7

6 0

3

A l w a y s

S o m e t

N e v e r


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18) Are your suggestions & queries taken care of?

74% of the total number of the customers are happy as their complaints and suggestions are

taken proper care by the store.

Yes 74

No 2

Sometimes 24

C u s t o m e r Q u e r ie s a n d S u g g e s t io

7 4

2 %

2 4

Y e s

N o

S o m e t i


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Comparison Age with customer purchase decision (Male)

Age wise Price Quality Brand Location service

18 to 30 25 40 26 4 5

The male customers in the age of 18 to 30 are found out more conscious about the quality of

the products.

C omparing Age wise with Purchase D

25%

40%

26%

4% 5%

Price

Qual i ty

Brand

Locat io

service


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Comparison Age with customer purchase decision ( Female)

The female customers in the age of 18 to 30 are found out more conscious about the quality

of the products.

Age wise Price Quality Brand Location service

18 to 30 39 65 45 5 7comparision age wise purchase de

0%24%

41%

28%

3% 4%

Age wis

PriceQuality

Brand

Locatio

service


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Comparison Age with Line of products purchased

Age wise Gents Ladies Kids Sports wear

18 to 30 68 14 0 18

It is found out that from the total number of customers 68% of the customers are male

so there is wide scope to increase the ladies section.

comparision age with line of product purchased

68%

14%

0%18%

Gents

Ladies

Kids

Sports wear


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Comparison Age with Offered Price

Age Very Good Good Average Poor Very Poor

Below 18 1 3 0 0 0

18 to 30 10 51 33 0 0

30 to 45 1 4 0 0 0

Above 45 1 0 0 0 0

The main segment of the customers i.e between the age of 18 to 30 are found the offers

are good at the store.

Age Comparision With Offered Pric

1 3 0 0 0

10

51

33

0 015

0 0 01 0 0 0 0

0

10

20

30

40

50

60

Very Good Good Avg Poor Very Poor

below1818-30

30-45


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Comparison Occupation with frequency of visiting customers

The number of customers who visited the store occasionally is quite high but there are

around 30% of the customers who visit the store once in a month.

Comparison of occupation with amount spent on each visit

occupation 15 days 1 month 3 months 6 months occasionally Total

Student 3 11 4 9 29 56

Service 3 12 0 7 12 34Self

Employment

1 3 0 2 4 10

other 0 3 0 0 0 3

Total 7 29 4 18 45 103

compa rision occu pat ion with freq ue nt ly v isit in

020

40

60

80

100

120

15days

1mo

nth

3mo

nth

6mo

nth

occa

sionally To

tal

S t uden t

Service

S e l f E m

other

Tota l


64/73

Occupation < 1000 1000-2000 2000-4000 More than

4000

Total

Student 19 23 8 1 51

Self

Employment

2 8 0 0 10

Service 8 20 7 0 35

Others 1 2 1 0 4

Total 30 53 16 1 100

comparison occupation with amont spe

0

20

40

60

80

00

20

< 1000 1000-2000 2000-4000More than

4000

Total

student

Self emp.

service

others

Total


65/73

Student spends quite usually around 1000 2000 Rs. In there each shopping.

Observation & Findings


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Observation & Findings

Observations:

Lack of Girl staff.

Service is not good as per customer expectation.

Due to Power cut regularly Debit Machine does not Work so the customer has to wait

for a long time. Sometimes this leads to cancellation of bill.

Customers are facing problem of Steps (especially top floor).

Stock is the major problem for customer; they are not getting the proper sizes, and the

varieties which they need.

Trial room is the major problem for Ladies, so the customer hesitates to get in to the

trial room.

Music is very bad; it is not standard as it should be.

Over stacking on the gondolas is the problem for the customer to find out the proper

collection.


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Findings

Majority of customers found that they are not getting the proper & sufficient stuff

with variety and sizes.

Accessories (impulse product) should be including in the store.

Customers feel that the stock should be updated.

Advertisement need to be done at national level.

Emphasis on more variety, Brand. If they get fewer discounts, it is acceptable.

Customer need more likely in terms of environment.

Customers want more branches, so that they find ease in shopping.


68/73

Limitations


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Limitations

Following are some of the limitations-

1 . Poor supply chain management (delay in delivery of product).

2. No advertising.

3 . Not more Branches.

4 . keeping limited stuff.


70/73

Recommendations


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Recommendations

From our survey we found that Majority of the customer who visit to the store is

around 89% between the ages of 18 to 30.

So our present target customers are youth, so the product range should be available as

per the requirement.

Majority of the customer visited the store through the Word of mouth publicity.

Majority of the customers are student, so we need rigorous Advertisement in collegesto get more customers.

Majority of the customers are First Visitors, in that 38% are satisfied, it can be more

than this if the availability of the product is increased by 45 to 50%.

60% of the customers are sometimes satisfied with the offers in the store. Out of

these 44%of the customers are more conscious about the quality of the product. So if

we want to increase our percentage of existing customer, we need to concentrate on

Quality.( reduce defective pieces)

Acrylic sheet between the stair case , so that we can display messages like Buy 1 get

1, Up to 60%, path finder , any new offer can be displayed.


72/73

REFRENCES


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REFRENCES

1. Marketing Management - Philip Kotler & Kevin Lane Keller

2. Research Methodology- C.R. KOTHARI

3. www.google.com

4. Retail Swapna Pradhan
http://www.google.com/http://www.google.com/

0602003 identifying, analysing and understanding the consumer behaviour

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