GLOBUS STORES PVT.LTD.

LUCKNOW

PROJECT TITLE: COMPARATIVE STUDY OF IN-

HOUSE BRAND PRODUCTS AND OTHER BRAND
PRODUCTS IN GLOBUS

UNDER THE GUIDANCE OF:

Mr. Romy Mall
Mr. Kaushal Pandey
Mr. Sunit (HR)

SUBMITTED TO: SUBMITTED BY:

Mr. Sunit Anant Mishra
(HR Globus Stores Pvt.Ltd, Lucknow) (FDDI)
 ACKNOWLEDGEMENT

I take the opportunity to express my gratitude to all of them, who in some or the
other way helped me to accomplish this project. The comparative study can’t be
completed without their guidance, assistance inspiration and co-operation.

I particularly owe my gratitude to Mr. Mohammad Tauseef (Store Manager), and

Mr.Sunit (HR)

I also take this opportunity to express my sincere gratitude to my guide Mr. Romy
and Mr. Kaushal for his guidance in getting my project completed.

Anant Mishra
(FDDI)
 DECLARATION

Project Title “Comparative study of in-house brand products and other brand
products in Globus” has been completed by me under the guidance of Mr. Sunit.

It is the original project and the respondents are original and I have followed all
the guidance of the company.

It is further subjected that the questionnaire has been filled by the respondent in
my presence only.

The compilation of all information and data are accurate. If it is found that
anything is wrong or any respondent is false then company can take any penal
action against me.

Anant Mishra (FDDI)

 INTRODUCTION TO TOPIC

As I have the title “Comparative Study of in-house brands products and other brand
products in Globus”. In this I have to analyze the comparative sale, awareness of brand
Globus and brand loyalty of customers. Their thinking about the in-house brand
products and other brand products. Are they aware of the brand Globus or not? If, yes
why they like to shop from Globus?

Customers are major source of earning for the company .So it is necessary to know
about their need and how can we give them “Value for Money” . So I am trying to know
what product they like to shop from Globus and what lacks in Globus.By knowing all
these we can increase footfall and will also help in enhancing the sale. All to all my
motive was to know what product they like in Globus either it is in house brand product
or other brand, why they like Globus and sometimes why not? So that we can increase
the stock and provide our customers better sevice & satisfaction.
 OBJECTIVE

The study tends to follow and achieve specific objective

The objectives of this particular study are:-

 To find out the comparative sale.

 To know about the preference given by the customers towards in-house & other
brand products.
 To know how can we provide better service and satisfaction.
 To know what lacks in Globus.
 RESEARCH METHODOLOGY
.

RESEARCH DESIGN

Despite the difficulty of establishing and entirely satisfactory classification system,

it is helpful to classify project’s on the basis of the fundamental objectives of the
research, consideration of the different types, their applicability, their strength
and weakness will help the researcher to select the best suited specific problem.

The two general types of research are:-

1. Exploratory Research Design

2. Conclusive Research Design

Exploratory Research:-

In well established field’s of study, hypothesis usually is drawn from ideas

developed or glimpsed in previous research studies or is derived from theory.

Research could be then used to determine if the hypothesis was correct.

Too little is known, however, about consumer reaction to marketing stimulate to
permit the formulation of sound hypothesis in many specific situations. As a
result, much marketing research is of exploratory in nature; emphasis is places
on finding hypothesis relative to new product’s or marketing practices that can
be changed profitably
Conclusive Research:-

Conclusive Research provides information that helps the executives make a

rational decision. In some instances particularly if an experiment is run, the
research in many come close to specifying the precise alternative to choose; in
other case, especially with descriptive studies, the research will only partially
clarify the situation, and much will be left to executives judgment.

Conclusive research studies can be classified as either descriptive or

experimental.

RESEARCH DESIGN

EXPLORATORY:

A) Search of Secondary Data

B) Survey of knowledgeable person

C) Case study
CONCLUSIVE:

A) Descriptive Research

B) Case study

C) Statistical study

D) Experimentation
 RESEARCH INSTRUMENT

 Sampling Unit

Mall Visitors

 Sample size

The sample size chosen was 100.

 Sampling Method

The sampling method was stratified random sampling (On the basis of age).

The Questionnaire was framed in such a way to get continue response.

The questionnaire was in close ended form and some were open ended.

 Hypothesis

I have taken the hypothesis that most of the persons like in-house brand
products of Globus.
 EXECUTIVE SUMMARY

“COMPARATIVE STUDY OF IN-HOUSE BRAND PRODUCTS AND OTHER

BRAND PRODUCTS IN GLOBUS”

1. Are you aware of the brand Globus?

(a) Yes (68%) (b) No (32%)

INTERPRETATION: I HAVE SURVEYED IN 3 MALLS i.e SAHARAGUNJ MALL,

FUN REPUBLIC MALLAND EAST END MALL. MOST OF THE
RESPONDENTS KNOW ABOUT GLOBUS BUT IN SAHARAGUNJ MALL
80% OF RESPONDENTS DON’T KNOW ABOUT GLOBUS.THIS MEANS
GLOBUS REALLY NEED PROMOTION.

2. You like to shop from Globus because of its

(a) Price (11%) (b)Design (32%)

(c) Durability (8%) (d)Quality (41%)

(e) Brand (8%)

INTERPRETATION:SO, FROM ABOVE DATA IT IS CLEAR THAT MOST OF

THE CUSTOMERS LIKE TO SHOP FROM GLOBUS BECAUSE OF ITS
PRICE AND AT THE SAME TIME OUR MERCHANDISERS ARE GOOD
ENOUGH TO MAKE GOOD DESIGN .BUT HERE THE DURABILITY
,BRAND AND PRICE ARE A MATTER OF CONCERN.
 3. What attracts you to visit Globus?

(a)Display (28%) (b) Service (6%)

(c)Variety (28%) (d) Offer (38%)

INTERPRETATION: FROM THE ABOVE DATA OFFER ATTRACTS MOST OF THE

CUSTOMERS TO VISIT STORE WHICH WILL RESULT IN INCREASING THE
FOOTFALL AND ALSO THE CONVERSION.DISPLAY AND VARIETY ALSO
PLAYS AN IMPORTANT ROLE TO PULL THE CUSTOMER.BUT SERVICE IS
NOT PLAYING GOOD ROLE TO ATTRACT THE CUSTOMERS.

4. Which product you like most in Globus?

(a) Denims (16%) (b) Top (22%)

(c) Formals (15%) (d) Indian wear (18%)

(e)Casuals (29%)

INTERPRETATION: MOST OF THE RESPONDENTS LIKE CASUAL WEAR &TOPIN

GLOBUS.MOST OF THE CASUALS&TOP ARE IN-HOUSE PRODUCTS.SO THIS
SHOWS THAT CUSTOMERS LIKE TO PURCHASE GLOBUS BRAND
PRODUCTS.BUT FORMALS THEY DON’T LIKE TO PURCHASE ON
QUESTIONING MOST OF THEM ANSWER THAT THEY LIKE TO PURCHASE
FORMALS FROM WESTSIDE OR SHOPPERS STOP.
5. Do you know the brand f21 of Globus?

(a) Yes (what)(19%) (b)No (81%)

INTERPRETATION: HERE AGAIN THE PROMOTION IS NEEDED .81% OF

THE RESPONDENTS DON,T KNOW ABOUT F21.SOME WHO KNOWS
THE BRAND SAYS THAT F21 MEANS FEMALE 21 AND ABOUT 3-4
PERSONS SAID THAT ITS FASHION21.

6. In other brand which brand you would like to prefer most?

(a) Spyker (53%) (b)Upper-class (14%)

(c) Deal (15%) (d) Any other (18%)

INTERPRETATION: IT IS QUITE CLEAR FROM THE DATA THAT MOST OF

THE CUSTOMERS LIKE THE SPYKER.THE REASON SOME OF THE
CUSTOMERS SAID BEHIND THIS IS ITS FABRIC,STYLE AND
BRAND.INANY OTHER THEY MOST OF THEM PREFER PEPE AND
FLU.SO, THE TIE UP FOR THE COMPANY SHOULD BE WITH FLU
JEANS.
7. According to you which store is the biggest competitor of Globus?

(a) Westside (26%) (b) Pantaloons (38%)

(c) Spencer’s (13%) (d) Shoppers stop (23%)

INTERPRETATION: AGAIN THE FUTURE GROUP GIANT PANTALOONS IS

ON TOP.SECOND BIGGEST COMPETITOR ACCORDING TO
RESPONDENTS IS WESTSIDE.SHOPPERS STOP IS THE THIRD MOST
COMPETITOR.AGAIN HERE THE BRAND WON.

8. Brand plays an important role in buying decision?

(a) Strongly Agree (19%) (b) Agree (41%)

© Neutral ( 27%) (d) Disagree (13%)

INTERPRETATION: MOST OF THE RESPONDENT AGREE THAT BRAND

PLAYS AN IMPORTANT ROLEIN BUYING DECISION.SO BRAND
PROMOTION IS NEDED FOR GOOD SALE AND IT CREATES A FAITH IN
THE MIND OF CUSTOMER.THATS WHY IN THE ABOVE QUESTION
PANTALOONS IS THE BIGGEST COMPETITOR.SOME OF THE
RESPONDENT ARE DISAGREE THAT BARAND PLAYS AN IMPORTANT
ROLE .THEY SAID ITS QUALITY WHICH PLAYS AN IMPORTANT ROLE IN
BUYING DECISION.
 9. In your view what makes the brand successful?

(a) Pricing ( 11%) (b) Service (16%)

(c) Quality (37%) (d) Variety (8%)

(e) Promotion (28%)

INTERPRETATION: FROM THE ABOVE DATA IT IS CLEAR THAT QUALITY

MATTERS A LOT IN MAKING THE BRAND SUCCESSFUL.SECOND
IMPORTANT THING THAT MAKES THE BRAND SUCCESSFUL IS
PROMOTION.SO IF A COMPANY TRIES TO MAINTAIN THE BALANCE
BETWEEN QUALITY AND PROMOTION THEN THE BRAND WILL
AUTOMATICALLY BE SUCESSFUL.

10.Do you think that the product of brand Globus are better in quality in
comparison to other

brands?

(a) Strongly Agree (18%) (b) Agree (21%)

(c) Neutral (28%) (d)Strongly Disagree (13%)

(e) Disagree (20%)

 INTERPRETATION: IN THE ABOVE QUESTION THERE WAS MIX RESPONSE
FROM THE RESPONDENT SIDE .21% OF THE RESPONDENT AGREED
THAT GLOBUS BRAND PRODUCTS ARE BETTER IN QUALITY THAN
THE OTHER BRAND. 20% DISAGREE ON THIS.TO THE ALL WE CAN
SAY THAT GLOBUS NEEDS TO IMPROVE ITS QUALITY.

11. Where do you find the product of brand Globus in terms of its (1)Price (2)
Design (3)Variety (4) Quality

(a) Good (35%) (b) Excellent (22%)

(c) Average (32%) (d) Below Average (11%)

INTERPRETATION: ALTHOUGH FROM THE ABOVE DATA 35%

RESPONDENTS THINK THAT GLOBUS BRAND PRODUCTS ARE GOOD
IN TERM OF ITS PRICE ,DESIGN,VARIETY &QUALITY.22% SAID THAT
ITS EXCELLENT.BUT STILL 11% SAID THAT GLOBUS BRAND
PRODUCTS ARE BELOW AVERAGE.ON ASKING SOME OF THEM SAID
THAT IT DOESNOT MAINTAIN THE BALANCE BETWEEN QUALITY AND
PRICE.

12. According to you what lacks in Globus?

(a) Don’t have variety (11%) (b) Size Problem (42%)

(c) Color Options (24%) (d) Price (15%)

 (e) Any other (8%)

INTERPRETATION:SIZE PROBLEM IS THE BIGGEST PROBLEM IN GLOBUS

.COLOR OPTIONS ARE ALSO LIMITED .THAT’S WHY MOST OF THE
CUSTOMERS GO BACK WITHOUT PURCHASING .SO WE HAVE TO
THINK ABOUT THESE TWO PROBLEMS.BESIDES THESE SOME
RESPONDENT SAID THAT GLOBUS DIDN’T GIVE VALUE MONEY .ITS
PRICE IS QUITE HIGH IN COMPARISON TO ITS QUALITY.

SYNOPSIS

Project Title . Comparative Study of In-house brand products &other brand

products in Globus

Objective To know the comparative sale and preference given by

the customers towards in-house and other brand
products

Guide Mr. Sunit

Area of Research Lucknow Malls

Sample Size 100

Methodology Stratified Random Sampling

Sampling Tool Questionnaire

Submitted To Mr.Sunit

(HR Globus, Lucknow)

FINDINGS

In the research I found that:

1. Most of the respondents were not aware of the brand Globus. So Globus
need brand promotion.

2. Customers like to shop from Globus because of its quality and most
important design.

3. Offer plays an important role to pull the customers inside the store.
 4. Casuals and top are the most demanding product of Globus.Most of the top
&casuals wear are in-house brand product so customers are loyal to the
brand Globus.

5. Many of the respondents were not aware about the brand F21 of Globus. So
Globus really need promotion.

6. Spyker is the most demanding brand among customers. In other brand they
prefer to buy Flu or Pepe denims.

7. Majority of respondent said that biggest competitor is the future group giant
Pantaloons Retail Ltd.So to beat its competitor Globus has to maintain
balance between quality and price.

8. 41% of the respondent said that brand plays an important role in buying
decision. So, again brand is an important factor and brand needs promotion.
Brand creates faith in the mind of customer. Some of the customers may
compromise with price but not with brand.

9. Quality makes the brand successful. This said the research. Promotion is
also very important to make brand successful.

10.As I have spend 30 days on floor I found that size problem is the biggest
problem and second biggest problem is color options are limited.

11.In men’s section there there was an offer that on buying one denim of
Globus the customer will get 1 basic T-shirt free .Most of them were not satisfied
with the offer because the T-shirts were limited and basic.Size was also the
concern there.
 SUGGESTIONS

I have spend more than one month on the floor and I try my best to analyse the
behavior of customers towards purchasing and their preference towards brand.
I have some suggestions regarding the topic.

From my side suggestions are:

1. Company must display its punch line below store name at entry gate. Punch
line creates an image of the products.

2. Company must maintain the balance between price and quality.It will help to
make brand successful.

3. In denims company should have tie up with Flu jeans.

4. Defected products should not be displayed .It creates a bad impact on

customer.Ex-Some days before in accessories section there were some dirty
ladies wallet .It was creating a bad impact in the mind of customer.

5. Offers must be accepted by the customers like Rs.500 discount on purchase

of any formal shirts.This is a good offer.But the offer like on the purchase of
1denim you will be given a 1 T-shirt free.In this offer T-shirts are limited
and are basics.Most of the customers are not ready to take it.They said
inspite of T-shirt you should give discount on denims.

6. Company must go for promotion either electronic or print. They should give
their advertisement on music channels like MTV, ETC, ATN etc.As the
company mainly target the youth generation and youths are music lover.
 LEARNINGS :

a) Selling & Marketing Strategies: The Globus target customer

is upper middle class & upper-class people. The Globus
mainly focuses on the youth generation and made garments
according to the current fashion. I learned how to convince
the customers so that they buy the product.

b) Customer Handling & Analyzing Customer Behavior: I

have learned how to handle different type of customer. Every
individual have their own choice, to handle customer
efficiently it’s necessary to understand the behavior of the
customer.

c) Visual Merchandising: Merchandising is one of the major

parts in Retail; it directly related to the sale .The Major factor
which attracts the customer is the merchandising .It is one of
the part which tells how to communicate with the customer.

d) Offer & Promotional Activities: Offer plays a vital role in

the sales of the product, Offers mainly comes to clear the
stock and to increase the sale and footfall. During my project
the offer is going on formal shirts,T-shirts ,denims scratch
offer is going on.Promotions are going on .In colleges
campaigning is being done which has increased the footfall
and conversion.

e) Methods of Display: The display of the product is arranged

in proper way. The product are displayed in the following
ways

1. According to the style

2. According to size
3. According to stock
4. Colour Blocking
 Conclusion

My title was quite interesting as I have spent more than a month on the floor.So for
me it is easy to find out comparative sale,preference of customers,what lacks in
Globus.To the conclusion I would like to say that Globus need brand promotion
.As most of the respondent said that they like casuals and most of the casuals are of
in-house brand..So it clear that customers prefer in-house brand product in
Globus.In other brand the respondent said that Spyker is best because it is having
a good brand image and quality.In any other brand they prefer Levi’s & Flu
denims.The problem that the Globus faces is size problem ,color
options,promotion.

The hypothesis that I have taken that customers prefer in

–house brand products in Globus is true. So my imagination was true.
 LIMITATION

1. As the project involved the research using questionnaires, views expressed

by the respondents are confined to elements of questionnaire. But I tried to

get more information through general question so that I could reach at the

clear picture of the situation.

2. Between the respondent and interviewer, due to differing perceptions,

communication errors in the form of miscomprehension, selective perception

creeps in. In this case, errors were unavoidable and thus might have added

to slight inaccuracy in my results.

3. When the respondent were interviewed regarding their feedback, it is quite

possible that the personal biases of people might have crept in.

4. All respondents are not alike. Thus the results may not hold true for every

individual.

5. In some instances respondents may not have revealed the truth.

 WORD OF THANKS

I take the opportunity to pay hearty regards to Mr. Mohammad

Taufeeq (Store Manager), Mr. Sunit (HR) and Mr.Romy and Mr.
Kaushal for lending me their kind support for completi on of my
project.

I thank all those who directly or indirectly supported me morally,

fi nancially and through providing knowledge by which I could
complete my project.

Last but not the least I am thankful to my college FDDI, and especially
to my course co-ordinator Mr. Bhaskar and my mentor Mr. Pandey
whose co-operati on and guidance was a milestone in completi on of
my project.