analyze buying behavior - case study

7/29/2019 Analyze Buying Behavior - Case Study

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The largest form of organized retailing today. Located mainly in metrocities, in proximity to urban outskirts. Ranges from 60,000 sq ft to7,00,000 sq ft and above. They lend an ideal shopping experience withan amalgamation of product, service and entertainment, all under acommon roof. Examples include Shoppers Stop, Piramyd, Pantaloon.

The efficiency of organized sector in retailing is manifested in some of the newer supermarkets in urban/metropolitan IndiaThough India has more than five million retail outlets, they are greatly

organized


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Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, isone of Indias leading business houses with multiple businessesspanning a cross the consumption space.

In 2008, Big Bazaar opened its 100th store, marking the fastest everorganic expansion of a hypermarket. The first set of Big Bazaar storesopened in 2001 in Kolkata, Hyderabad and Bangalore.

Future Groups joint venture partners include, US-based stationery

products retailer, Staples and Middle East-based AxiomCommunications


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1987:- Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser, Indias first formal trouserbrand.

1991:-Launch of BARE, the Indian jeans brand.

1992:- Initial public offer (IPO) was made in the month of May.

1994:- The Pantaloon Shoppe exclusive menswear store in franchisee format launched across the nation. Thecompany starts the distribution of branded garments through multi-brand retail outlets across the nation.

1995:- John Miller Formal shirt brand launched.

1997:- Company enters modern retail with the launch of the first 8000 square feet store, Pantaloons in Kolkata.

2002:- Food Bazaar, the supermarket chain was launched.

2004:- Central - Indias first seamless mall is launched in Bangalore.

2005:- Group moves beyond retail, acquires stakes in Galaxy Entertainment, Indus League Clothing and Planet Retail.Sets up Indias first real estate investment fund Kshitij to build a chain of shopping malls.

2007:- Future Group crosses $1 billion turnover mark. Futurebazaar.com becomes Indias most popular shoppingportal.


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INTRODUCTION

CONSUMER BUYING BEHAVIOUR

The job of marketer is to meet and satisfy target customers needs and wantsbut knowing customer" is not a simple task. Understanding the buyingbehavior of the target market for its company products is the essential task forthe marketing dept . The job of the marketers is to think customer and toguide the company into developing offers, which are meaningful and attractiveto target customers and creating solutions that deliver satisfaction to thecustomers, profits to customer and benefits to the stakeholders.

Marketers must study the customer taste, preferences, wants, shopping andbuying behavior because such study provides the clues for developing the newproducts, price, product changes, messages and other marketing mix elements.


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To find out the problems which customers are facing in thestore.

Issues on which Pantaloons needs to focus.

To find out what all qualities customers want in a salesperson.To check whether parking is also a problem in Pantaloons ornot during EOSS.

To check whether the announcements which are done in thestore help Customers in shopping or not.


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Research Design: Descriptive research.

Type of data used: Primary data as well as secondary data.

Source of data: Questionnaire.

Methods of collection of data: Personal only.

Scope of the study: Limited to people of Chandigarh only.

The sample size is 100.


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1. How often do you visit a Pantaloons Store?


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2. What is your purpose of visiting the store?

Shopping Only 63%

Window shopping 9%

Both 28%


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3. Results on problems faced by respondents in pantaloons?

Seating

Arrangement

27%

Availability of size 24%

Alteration time 21%

Lesser no of Trail

rooms

19%

Offers not visible 14%

Billing time 12%


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4. According to you how much should be the maximum Alterationtime?

45 min 2%


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5. Have you ever listened to the announcements done in the store?

Never 18%

Sometimes 52%

Most of the time 19%

Always 11%


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6. Do you like to take the help of salesperson in shopping?

Never 10%

Sometimes 45%

Most the time 40%Always 5%


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7. Have you ever faced parking problem in Pantaloons?

Never 33%

Sometimes 47%

Most the time 12%

Always 9%


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8. Salesperson should not be using mobile phones.


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9. Salesperson should be clean shave


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10. Salesperson should be speaking in local as well as in Englishlanguage.

Eng. And local laguage (disagree) 7%

Eng. And local laguage (cant say ) 6%

Eng. And local laguage (Agree) 50%

Eng. And local laguage (strongly

agree)

37%


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The alteration time should not be more than 30 min.

Lesser no. of people listen to the announcements which are done in the store.

Maximum no of the people takes the help of the salesperson while shopping.

Salesperson should always be attentive on floor, wearing ID card , well groomed, knowledgeable about clothes & good in English language also.

Salesperson should not be using mobile phones , eating or chewing anything infront of customer.


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The scope of the study was limited to the people of Chandigarh only.

Some respondents were in hurry so they might have not givenaccurate opinion.

Sample size was very small.

Adequate no. of responses of housewives as respondents are missing here.

There may be some errors due to statistical methods used.


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analyze buying behavior - case study

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