Submitted in Partial Fulfilment of The Requirements of The Award of The Degree of
Submitted in Partial Fulfilment of The Requirements of The Award of The Degree of
Submitted in Partial Fulfilment of The Requirements of The Award of The Degree of
A Research Project
Submitted by
Sanjyot Singh
FCM/BRM/2016-19/000-012
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CANDIDATE’S DECLARATION
I here by verify that the work which is being presented in the report entitled “, in partial fulfilment
of the requirements of the award of the degree BVOC-RETAIL MANAGEMENT and submitted in the
FACULTY OF COMMERCE AND MANAGEMENT STUDIES of the Sri Sri University , Odisha is an
authentic record of my own work carried out during a period from ……….. to ……… under the
supervision of Dr Jasmine Bhuyan , Assistant Professor, Faculty of Commerce and
Management Studies ,Sri Sri University , Odisha
(Student Name)
Signature of the Student
This is to verify that the above statement made by the student is correct to the best of my
knowledge.
Dated : _______________
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ACKNOWLEDGEMENT
First and foremost, I would like to thank to Dr Jasmine Bhuyan for her invaluable help,
motivation and understanding of my problems. Without her help, this project would not have been
materialized.
I would also like to thank HOD Dr. Sunil Dhal Sir, Department of FCMS, Dr. Srinivas Subbarao
Pasumarti Sir, Dean, FCMS, SRI SRI UNIVERSITY, Cuttack. I would also like to express my deepest
gratitude to my parents for their unflagging love and unconditional support throughout my life and
my studies.
Finally, I would like to make a mention of all those who helped me directly or indirectly to
accomplish this project.
SANJYOT SINGH
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EXECUTIVE SUMMARY
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TABLE OF CONTENTS
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INTRODUCTION
Store layout basically the store plan or we can say the floor plan with what is going to look like with
shelves, counters. Store layout is a part of store designing. A retailer looks to the following things
when opening a store:
Customer Managing
Service the Store
Layout and
design
Store designing studies how a store should be designed and planned or how the layout should be
made so that the main objectives of store designing are fulfilled. The main objectives of store
designing are as follows:
While designing or planning the layout of the store it should always be kept in mind that it must
match the image of the retailer. Retail Managers must define the target customer and then design a
store that complements customers’ needs.
Suppose we are planning a luxury retail store. Luxury retail stores normally follows minimal layout
format. If we display merchandize in bulk in that store the store will lose its image and the store plan
or the design will not suit the retail format. For Example, warehouse clubs, like Wal-Mart, have high
ceilings with metal grids and concrete floors – all of those things are perceived to mean low prices.
Actually, they are more expensive than some alternatives, but they are used to maintain an image.
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1-b) Positive influence on customer satisfaction and purchase behaviour
A store design and layout should always have a positive influence on the customer. This is an
important factor because the main aim of store designing and layout should be converting a customer
into consumer.
Retailers concentrate on store layout and space planning. Imagine a grocery store lay out like a
women’s specialty store. Grocery stores are organized to facilitate an orderly shopping trip and to
display as much merchandise as possible. Yet boutiques are laid out in a free-form design that allows
customers to browse.
Customers’ purchasing behaviour is also influenced, both positively and negatively, by the store’s
atmosphere. If a customer has a high purchasing power and the store is designed in a way that it
reflects itself as a cheap store the customer would not like to go to that store and make the purchase.
Smell is also a part of the store and it also does have some positive as well as some negative effect
on the customer. The smell which a store has also builds its brands image. People associate that
particular smell with the brand.
Store with which we can associate some kind of particular fragrance are Victoria’s secret, The Body
Shop.
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Stores with the new design can respond to seasonal changes and renew themselves from an image
perspective without the need of large-scale renovations. During busy times, as much as 30% more
retail space can be provided for books or apparel in various departments. The key lies in an
innovative fixturing and wall system that is used to portion the merchandise area. On the front end of
each merchandise aisle there is a panel with an end-cap display that can swing open or closed as
needed.
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1.1-b) Back room/ receiving area/ stock room
Back room / receiving area/ stock room are the space in the store where the inventory is received i.e.
stock in and stock out is done.
Type of format Percentage area
Department store 15%
Convenience store 20%
General merchandize store 15-20%
Table 1: %age of back room space in different format
On the walls the merchandize are displayed on shelves and on floor different fixtures are used.
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1.2) Types of store layout
Advantage:
Low cost
Customer familiarity
Merchandise exposure
Ease of cleaning
Simplified security
Possibility of self-service
Disadvantages:
Plain and uninteresting
Limited browsing
Stimulation of rushed shopping behaviour
Limited creativity in décor.
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Picture 2: Representation of grid layout
1.2-b) Free Flow Layout
Fixtures and merchandise grouped into free-flowing patterns on the sales floor – no defined
traffic pattern.
This layout is preferred for small stores (under 5,000 square feet) wherein customers can
browse.
Best suited for fashion or apparel merchandise.
If there are lot of merchandise , it is difficult to differentiate between the departments.
Advantages:
Allowance for browsing and wandering freely
Increased impulse purchases
Visual appeal
Flexibility
Disadvantages:
Loitering encouraged
Possible confusion
Waste of floor space
Cost
Difficulty of cleaning
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Picture 5: representation of spine layout
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1.3) What is Merchandize Display?
The key element of a well-designed retail store is the PRODUCT DISPLAY, this area also requires
maximum involvement by the store owner. The store owner must be very clear about the program
requirements so that the designer could use different methods to display the products. If the products
are displayed properly, it will sell itself and will also send a positive message to the customers.
Establishing the correct tone for product displays is important, as it acts as an automatic screening
that directs potential customers into the store. The store designer's role is to create well-organized
display areas that maximize the available selling space. Display fixtures, like other elements of the
store, must emphasize the item not detract from it. The customers should be able to understand the
product with a minimum of sales assistance. Offering information about the product on the point of
display is very helpful.
The better the customers can understand the product, greater are the chances of them purchasing the
product. Therefore, it is desirable to have most of the merchandise accessible to the shoppers.
Customers, who can see, touch, hear, taste, or smell a product will become more involved and
committed to it.
The process of developing effective product displays consists of:
Identifying the product's qualities
Selecting the best display techniques, and
Incorporating them into the final display
Class
With respect to the display, unique products are those that are one of a kind, are of limited
quantity, are unusual, or have attributes generally unknown to the public. Such products
include jewellery, rare coins, artwork, custom-made goods, unbranded items, unusual items
such as gadgets or special tools, and living products such as pets and distinctive plants or
flowers, and sometimes even fruits or vegetables.
It is difficult for cost-conscious shoppers to evaluate the price of such special products
because unique items often have subtle qualities that set them apart from similar products.
Their prices thus may be based on these special qualities as well as their inherent value. The
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price mark-up on rare or unusual goods can be considerable because the real value is not easy
to determine; it may be based on such intangible qualities as rarity, beauty, quality or
construction.
Price:
Products range in price from expensive to inexpensive, and each extreme requires a different
display treatment. Items that are both expensive and unique must be carefully displayed
Likewise, products that are both inexpensive and common must reflect these qualities when
on display. People should be able to judge the relative prices of a product from the way in
which it is displayed. If customers are shopping for price only, they may lose interest in a
display that looks expensive, even if they do not see the price. Similarly, shoppers looking for
unique items may be misinformed by a display that seems to cheapen the product.
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1.4) Need for Study
Consumer buying behaviour plays a major role for the growth of the company in the modern market
scenario. The basic idea of this study is to find the consumer buying behaviour towards Pantaloons
when the store layout and merchandise display are changed. The needs have to be recognized and
necessary steps have to be taken to make the changes .India is growing rapidly and changes are
dynamic. People are changing, the preference and the demand is changing. The market also has to
change accordingly. The purpose of this study is not only for retaining the customers but also
attracting new customers and increasing the sales also creating and maintenance of brand awareness.
It will help to know the store designing plan and strategy of Pantaloons stores.
To know the conversion ratio due to store designing.
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CHAPTER 2
LITERATURE REVIEW
The atmosphere of the shopping environment can influence customer attitudes and their perceptions
in relation to the overall quality of the store in terms of the uniqueness of the product, service levels
(Baker, Grewal and Parasraman, 1994), the purchase price (Areni and Kim, 1993) and purchase
volume (Milliman, 1982).
The shopping experience, as created by the store environment, has been found to play an important
role in building store patronage. Along with the merchandise, it triggered affective reaction among
shoppers (Baker et al., 1992).
From the moment you step foot through the gliding doors of a mall, you're visually pounded with
subconscious symbolism inviting you to spend your hard earned cash. The shiny marblesque flooring
didn't get there by accident, consideration has gone into how comfortable the consumer will be. The
smooth surface is designed to relax you and feel luxurious compared to the pavement outside. The
lighting is controlled so the environment surrounding the shopper is bright and fresh, and at the same
time allowing the goods on display look their best. [by Alice Xavier , February 14, 2011]
A shop's design and atmosphere begins from the outside as the first thing that strikes you is its
window display. There might be some item of clothing, a pair of shoes or jewellery displayed that
interests you and you want to explore a bit more by stepping inside. The shop window has therefore
got to be the essence of the store. It should be bright, colourful and interesting. Sometimes, it is the
name of the store and the curiosity that it arises in the customer that makes you want to go in and see
exactly what it is selling. [by Shaheen Darr , October 25, 2009]
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"You never get a second chance to make a first impression."
Even though there are many influences at work in the shopping experience, the look of a store holds
the most sway in enticing us through the doors. We even tend to sum up that initial in-store
encounter in visual terms: a store is exciting, clean or well-organized or, at the other end of the scale,
boring, messy, or overwhelming. underlying store image.
Studies indicate that a retailer has roughly seven seconds to capture the attention of a passing
customer. The following elements combine to form a distinctive image that not only reaches out and
grabs the customer' s attention, but makes a positive impression within those precious few seconds.
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2.2) COMPANY PROFILE :
Evolution of Pantaloons:-
The Company was incorporated on October 12, 1987 as Mans Wear Private Limited. The Company
was converted into a public limited company on September 20, 1991 and on September 25, 1992 the
name was changed to Pantaloons Fashions (India) Limited and in the same year the Company made
an initial public offering. We later changed our name to Pantaloons Retail (India) Limited on July 7
1999.
The Equity Shares of the Company were first listed on BSE, DSE and ASE, on July 30, 1992.
Thereafter, the Equity Shares were listed on the NSE on February 20, 2001. The company started his
operations by selling branded garments under Pantaloons, Bare and John Miller brands. They set up
our first menswear Pantaloons Shoppe Outlet in 1993. The business has grown from one store in
Kolkata in 1997 occupying an area of 8,000 Sq. ft. to 72 stores, apart from our 22 factory outlets
located in the multiple cities occupying an aggregate area of 21,07,608 Sq. ft. They focus on the
Lifestyle segment through 14 Pantaloons stores
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Future Group
Pantaloon Retail is the flagship enterprise of the Future Group, which is positioned to cater to the
entire Indian consumption space. The Future Group operates through six verticals: Future Retail
(encompassing all retail businesses), Future Capital (financial products and services), Future Brands
(management of all brands owned or managed by group companies), Future Space (management of
retail real estate), Future Logistics (management of supply chain and distribution) and Future Media
(development and management of retail media).
Future Capital Holdings, the group's financial arm, focuses on asset management and consumer
finance. It manages two real estate investment funds (Horizon and Kshitij) and consumer-related
private equity fund, In division. It also plans to get into insurance, consumer credit and other
consumer-related financial products and services in the near future.
Future Group's vision is to, "Deliver Everything, Everywhere, Every time to Every Indian Consumer
in the most profitable manner." One of the core values at Future Group is, 'Indianess' and its
corporate credo is - Rewrite rules, Retain values.
Core Values
Indianness: confidence in ourselves.
Leadership: to be a leader, both in thought and business.
Respect & Humility: to respect every individual and be humble in our conduct.
Introspection: leading to purposeful thinking.
Openness: to be open and receptive to new ideas, knowledge and information.
Valuing and Nurturing Relationships: to build long term relationships.
Simplicity & Positivity: Simplicity and positivity in our thought, business and action.
Adaptability: to be flexible and adaptable, to meet challenges.
Flow: to respect and understand the universal laws of nature.
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Competition
In the fashion segment, they face competition from Shoppers Stop, Vishal Mega Mart, Reliance
Trendz, Trent, Westside and Lifestyle. Though the hypermarket is new only three to four years old in
the country competition is faced from likes RPG (Spencer's), Trent (Star India Bazaar) and with
Shoppers Stop.
Several other outlets which are giving competition to Pantaloon are Koutons,
Charlie outlaw, Cantabil , etc.
Another competitor may prove to be a very potential, which is going to enter in the Indian market,
and it is the WALL- MART coming to India, in partnership with Bharti.
Merchandise Mix
Pantaloon has a wide range of products in its store- Men Casuals, Formals, Sports wear,
Undergarments , Ethnic Wear, Children cloths, Girls and Ladies casual and Formals, Jeans and
sports wear, traditional wear, Toys, Footwear, Cosmetics, Perfumes, Deodorants, Sunglasses, Wrist
Watches, and Jewellery.
Some brands are stated above others are:
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CHAPTER 3
RESEARCH METHODLOGY
METHODOLOGY:
3.1) Research Methodology
The methodologies that have been used in the research study are as follows:
Research design
The sampling procedure
Questionnaire design
Data collection procedure
Research design:
Research design is a blue print of the task undertaken, and when executed, it gets the vital
information in resolving the identified problem areas. The research design specifies the
method of research (the method by which the information is collected), the tools of the
research, the methods of sampling etc. So, here we have implemented the Questionnaire
method and surveyed the consumers of Bhubaneswar.
Sampling Procedure :
It is impossible for a researcher to collect information from every member of the population.
However, We have used Non-probability sampling method because the selection of the
sample under this method depends upon the decision rather than on chance so the selected
sample was demonstrative of the customers attitude towards Pantaloons than a random
sample. This exercise assures us that we will be able to represent not only the overall
population, but also key subgroups of the population.
Sampling technique:
Under non-probability sampling are choosing “convenience Sampling”,
Non- probability sampling emphases on sampling practices that are based on the finding of
the researcher. A convenience sample is one where the components are selected for inclusion
in the sample which is easiest to access. The subject is selected in a non-random manner and
some participants of the population have no chance of being involved. It is used in pilot or
experimental studies when the researcher wants an inexpensive and quick study outcome.
Size of sample :
We have considered a sample size of 130 customers. The age group ranges from 16 - 60 year
of age. The profession and monthly family salary is also taken into consideration.
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Questionnaire design :
Responses can be roughly classified into two principal groups
a) Close–ended questions
b) Open-ended questions.
In close–ended questions, a list of suitable responses is provided by the respondent where as
in open–ended questions the suitable responses are not provided by the respondent and they
may answer based on his or her own unique experience.
Descriptive studies are accepted in many situations. When the researcher is interested in knowing
few features of certain groups such as age, sex, educational level, occupation or income. A
descriptive study may be essential. Descriptive studies are well organized and substantiated.
Nature
The nature of descriptive studies is cross-sectional. It includes a survey of individual segment and is
both qualitative and quantitative in nature, considering the small samples; stress is placed to get the
qualitative data.
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3.3)Research Objective
1. Consumer attitude towards Pantaloon and why people prefer visiting it over other retail
outlets.
2. Does the availability of goods and variety of goods attract customers towards Pantaloons.
3. To know the efficiency of store layout of Pantaloons increasing the sales.
4. To know the problems in the layout.
5. To know the impact of the store layout in affecting consumer buying behavior.
3.4)Assumptions:
a) We sincerely assume that information given by the consumer and the customers is authentic.
b) Consumers and customers selected belonged to different section in the society and assume that
all the sections have been given proper representations
The study will give important results and outcome of the brand, such as place of Pantaloons retail in
Bhubaneshwar. This will give noteworthy outcomes leading to the fulfillment of the buyers decision
in choosing Pantaloons. The estimation of sales potential of the year 2019 will be analysed and
various sales opportunities available in the market for the Pantaloons, which would give ample scope
for the company to frame it’s marketing program towards their segment and play an important role of
satisfying their insatiable needs. The contribution of the study is expected to be very meaningful and
useful.
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3.5)SOURCES OF THE DATA
In this study primary as well as secondary data is being used. Primary data is collected with the help
of questionnaire while the secondary data from companies’ brochures, business magazine, reference
book, journals, and articles were extracted to provide a valuable and vital input in the study, so as to
drawn proper results.
a. Primary data
b. Secondary data
PRIMARY DATA
It involves data, which has been directly obtained through interviews. They are usually up to date, as
the analysis system immediately after obtaining primary data is collected with two types of methods.
Primary source of information is data collected from common public respondents with the help of
questionnaire and information collected by observation method. The data collected by primary
source were purely original and authentic.
SECONDARY DATA
It is data that is collected from various sources, and those are government publications, statistical
organizations, research organizations and company records. This data is cheaper and almost easily
available than the primary data.
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DATA COLLECTION INSTRUMENTS
The research instruments in this study were the questionnaire method. The questionnaire was used to
avail the vital information needed. The questionnaire was open as well as closed ended with multiple
choice and ranking questions. The term questionnaire refers administered process, where by the
respondents read the questions and records his answers without the assistance of an interviewer.
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QUESTIONNAIRE
Please tick the appropriate choice
3. According to you does the store provides you sufficient moving space to roam around
and to shop?
a) Yes ( )
b) No ( )
c) Not Sure ( )
4. What kind of visibility does the moving area provides you to the products?
a) Partial visibility ( )
b) Full visibility ( )
c) Lack of visibility ( )
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b) No ( )
c)Notsure ( )
6 According to you is the store designed in such a way to provide you enough of product
evaluation space?
a) Yes ( )
b) No ( )
7 Is the store designed in a way that matches the retailer’s image?
a) Yes ( )
b) No ( )
c) Not Sure ( )
8 Does the point where the product is displayed provides you enough information so that
you can shop without the assistance of sales staff?
a) Yes ( )
b) No ( )
c) Can’t say ( )
9 Do the fixtures used to display the products create hindrances while you shop?
a) Yes ( )
b) No ( )
c) Sometimes ( )
10 Were the fixtures clean?
a) Yes ( )
b) No ( )
c) Have not observed ( )
11 What are your views on the following?
Factor Satisfied Not Satisfied Can’t say
Store design
Lighting
Moving space
Product access
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12 Any suggestions:-
Personal information:
1) Age: 18-30 ( ) 30-40 ( ) 40-50 ( ) above 50 ( )
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