SUMMER INTERNSHIP PROJECT

ON
Customer Preference towards Pantaloons and
Non Pantaloons brands
in Denim focusing on male apparels in Pantaloons

Undertaken at
PANTALOONS FASHION AND RETAIL LTD. – ADITYA BIRLA
GROUP
 Introduction

o Pantaloons retails over 200 brands which comprise a mix of exclusive brands, licensed brands,
international brands and more in apparel as well as accessories leaving the consumer spoilt for choices
o Pantaloons offers a wide range of brands for men, women and kids with choices across categories
including western wear, ethnic wear, formal wear, party wear, active wear and accessories making it a one
stop destination for all the fashion needs of the consumers.
o The men’s section houses a plethora of options that includes our range of exclusive brands as well as
India’s favourite brands.
o The most important rule when it comes to denim in this particular menswear moment is to remember that
the old rulebook has gone out the window. Never has the field been more open, the array of options more
varied. Slim, skinny, loose, tapered, cropped—everything is in play. Of course, even when things are in flux
and standards are rewriting themselves, there’s one constant in men’s style: It has to fit.
 PT & NPT brands

 Pantaloons thus retails over 200 and brands as mentioned above with its division in terms of
PT Brands (Pantaloons in-house Brands) and NPT Brands (Non Pantaloons Brands).

 Pantaloons Brand  Non Pantaloons Brand

o Bare denim o Levi’s

o San frisco jeans o Spykar jeans

 Objective of the Study :

Primary Objective :
The main objective of the study is to find the existing consumers preference of Denim at
Pantaloons inox.

Secondary objectives :
The second object of the study is check customer loyalty towards PT and NPT, check customer
satisfaction towards PT and NPT. check customers satisfaction towards staff-service and also
offer and discount.
Research Methodology
Research design
o The research design used in this study is descriptive design.
Source of data
o Primary data are collected by using the survey method of data collection.
Sampling design
o The sample design is a definite plan for obtaining a sample from a given population. It is very true that its
difficult to do the research with the whole universe. So far as my research is concerned, i have taken
sample size of 100 respondents and i have adopted the technique of convenience.

Sample size
o Sample size for this study is: 100
Area
o The research is been done within pantaloons store inox, vadodara.
o The study was conducted in floor of denim in pantaloons.
Data collection method

o Structured questionnaire.
Data analysis tools

o MS-excel & google sheet, is used for the data analysis.

Limitations:

o The time of conducting this study was only 3 weeks.

Scope of the study:

We have analysed the PT and NPT denim jeans for male section and to see their preference is more towards
which brand. This study will further help in following:-
o Operational head, to focus on all the brands of PT and NPT.
o Staff members, to get the insights of what customers prefer .
 Data Anaysis
Brand Preference at Pantaloons
Bare Denim San Frisco jeans Levi's jeans Sypkar jeans

32%
34%

13%
21%

Pantaloons Brand Non Pantaloons Brand

47% 53%
 Customer loyalty towards PT and NPT
80.0%

73.5%

70.0%
65.9%

60.0%

50.0%

40.0%
34.1%

30.0%
26.5%

20.0%

10.0%

0.0%
Yes always No

Pantaloons Brand Non Pantaloons Brand

 Satisfaction Criteria towards PT & NPT
Pantaloons Brand

Very Satisfied Satisfied Neutral Dissatisfied Very dissatisfied

Brand personality 17% 40.40% 25.50% 40.42% 31.90%

Price 29.70% 46.80% 46.80% 38.20% 36.10%
Size 34.10% 6.38% 25.50% 19.10% 14.80%
Style 12.80% 4.20% 0% 2.10% 6.30%
Variety 6.30% 2.10% 2.10% 0% 10.60%
Total 100%
Non Pantaloons Brand

Very Satisfied Satisfied Neutral Dissatisfied Very dissatisfied

Brand personality 43.30% 28.30% 43.30% 35.70% 49.10%

Price 35.80% 28.30% 39.60% 35.70% 28.30%
Size 16.90% 24.40% 11.30% 24.52% 11.30%
Style 1.90% 11.30% 3.70% 1.90% 11.30%
Variety 1.90% 7.50% 1.80% 1.90% 1.80%
Total 100%
 Pantaloons Brands
120.00%

1.90% 7.50% 1.80% 1.90% 1.80%

100.00%
1.90% 3.70% 1.90%
11.30%

16.90% 11.30%
11.30%
24.52% 11.30%
80.00%

24.40%
39.60% 28.30%
60.00% 35.80%

35.70%

28.30%
40.00%

49.10%
20.00% 43.30% 43.30%
35.70%
28.30%

0.00%
Very Satisfied Satisfied Neutral Dissatisfied Very dissatisfied

Brand personality Price Size Style Variety

 Non Pantaloons Brands
100% 1.90% 1.80% 1.90% 1.80%
1.90% 7.50% 3.70% 1.90%
11.30%
90% 11.30%
16.90% 11.30%
24.52%
11.30%
80%

70% 24.40%

39.60% 28.30%
60% 35.80%

35.70%
50%

28.30%
40%

30%

49.10%
43.30% 43.30%
20%
35.70%
28.30%
10%

0%
Very Satisfied Satisfied Neutral Dissatisfied Very dissatisfied

Brand personality Price Size Style Variety

 Visual cues experience at Pantaloons

Pantaloons Brand Non Pantaloons Brand

55.30%

51.10% 51% 51.10%

48.90% 48.90%
46.70%
44.70%

40.40% 40.40%
38.30% 38.30%
36.10% 36.20%
34%

28.90%
25.50%

21.30%
19.14%
17.02% 17%
14.80%
12.80% 12.80%

Window – wall displays Pleasant fragrance Lighting & flooring Organized display of Window – wall displays Pleasant fragrance Lighting & flooring Organized display of
merchandise merchandise

Satisfied Neutral Dissatisfied Satisfied Neutral Dissatisfied

 Satisfaction with Staff and Service

70.00%
66.10%
63.80%

60.00%

50.00%

40.00%
36.20%
33.90%

30.00%

20.00%

10.00%

0.00%
Yes No

Pantaloons Brand Non Pantaloons Brand

 Satisfaction with promotional activities ( Like Offers/Discount
free Voucher, Credit redeem coupon, Offering something free like bag , etc. )

71.60%

59.50%

40.50%

28.40%

Yes No

Pantaloons Brand Non Pantaloons Brand

 Literature Review
1. The Influence of Visual and Tactile Inputs on Denim Jeans Evaluation By Osmud Rahman
2. Comparison of Chinese and Indian consumers' evaluative criteria when selecting denim jeans by
Byoungho Jin
3. The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand
Loyalty By Arjun Chaudhuri
4. Brand Personality, Consumer Satisfaction, and Loyalty: A Perspective from Denim Jeans Brands by Jin
Su
5. Upgrading in the Global Clothing Industry: Mavi Jeans and the Transformation of a Turkish Firm from
Full‐Package to Brand‐Name Manufacturing and Retailing
6. Sustainable Product Service Systems: The New Frontier in Apparel Retailing. By Cosette M. Armstrong
Manifesto for a study of denim By Daniel Miller
 Findings:
1. Most of the respondents prefer denim jeans of NPT such as Levi’s 21%, Sypkar 32% as compared to PT such as
bare 34% and SF 13%.
2. There is satisfactory response for the customers loyalty toward PT as 65%. But favorable response for NPT
around 73%.
3. PT provides products at affordable prices so, the frequency of purchase by the customer is satisfactory.
4. The variety of denim jeans which is most preferable to customer is skinny fit 12% and straight leg 23% and slim
leg 25% for the PT brand and for NPT brand is slim leg 26.4% and slim bootcut .
5. According to criterion, the most favorable attribute is price and least is variety for PT and quite satisfied with
size and quality. But for the NPT the most preferable is quality and least is price.
6. The most visual cues appealing tom customer for PT is lighting and flooring and for NPT is window wall display.
7. The customers support from the staff for PT and NPT is almost equal.
8. The promotional activities for NPT is more than the PT that is 71% and 59% respectively.
 Suggestions:
1. I recommend to increase the ticket size for PT brand to fasten the growth of sales.
2. And for the NPT, increase bucket size because if there will be increase in Basket Size that will result in increase in the
number of pieces sold.
3. If there is unavailability of the particular products and if such product is available at the warehouse, I suggest to refill
that particular brand world.
4. To improve internal efficiency of company should increase its up and cross selling to increase its bucket size too.
5. There is less number of supportive staff for the customers, so I suggest to recruit such staff.
6. I recommend to include extra promotional activities like voucher, credit random coupon and offering something free
like bag to improve the position of the Pantaloons.
7. So, for the customers’ ease, there should be a separate segment for new arrival and sale so that customers can locate
easily.
8. For more appealing and attractiveness, their should be more number of mannequins and posters in the house of
Pantaloons.
 Conclusion

According to my analysis based on primary research through questionnaire, I come to know that
customers’ preferences are more towards the NPT brands than the PT brands. Also, report is
made and based on the interpretation that would help the PT to improve its customer base and
growth in sales too. NTP brand have good internal efficiency and ticket price. And PT brand have
good bucket size. This reason is also are very useful for a warehousing and zonal level operation
because PT and NPT preference is directly effect on a company sales.
 Bibliography

1) Rahman, O. (2012). The Influence of visual and tactile inputs on denim jeans evaluation (1st ed., Vol. 6, 123-
5432). Toronto: international journal of design.
2) Comparison of Chinese and Indian consumers' evaluative criteria when selecting denim jeans: A conjoint
analysis", Journal of Fashion Marketing and Management: An International Journal, Vol. 14 Issue: 1,
pp.180-194
3) Arjun Chaudhuri, Morris B. Holbrook (2001) The Chain of Effects from Brand Trust and Brand Affect to
Brand Performance: The Role of Brand Loyalty. Journal of Marketing: April 2001, Vol. 65, No. 2, pp. 81-93.
4) Jin Su and Aihwa Chang, Factors affecting college students’ brand loyalty toward fast fashion ,International
Journal of Retail & Distribution Management, 46, 1, (90), (2018).
5) Rachel H. McQueen, Jane C. Batcheller, Lori J. Moran, Han Zhang and Peter M. Hooper, Reducing
laundering frequency to prolong the life of denim jeans, International Journal of Consumer Studies, 41, 1,
(36-45), (2016)

6) Goran Roos, Upgrading in the Global Clothing Industry: Mavi Jeans and the Transformation of a Turkish
Firm from Full‐Package to Brand‐Name Manufacturing and Retailing10.1108/JIC-07-2016-0072, 18, 4,
(745-770), (2017).

7) Chunmin Lang, (2013) "Sustainable Product Service Systems: The New Frontier in Apparel Retailing?",
Research Journal of Textile and Apparel, Vol. 17 Issue: 1, pp.1-12, [Link]
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 Guided by Presented by
Prof. Paresh Patel Akash bhuva