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A study on customer expectation and service provided at pantaloons through 2017

customer feedback.

A Project Report on

“A study on customer expectation and service provided at pantaloons


through customer feedback.”
With special reference to ICC tech park Pantaloons Store.

Undertaken at ICC tech park Pantaloons Store

Submitted in partial fulfilment of the


Post Graduate Diploma in Management
Awarded by
Balaji Institute Of Modern Management
(Academic Batch 2016-2018)

Submitted By:
KARTHIK R

MM1618155

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A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

2. DECLARATION

I, hereby declare that the report entitled “A study on customer expectation and
service provided at pantaloons through customer feedback.” is based on my
learning.

I further declare that this project report is submitted as per the requirement of
PGDM curriculum, is my original work and based on the findings during the
project.
I further declare that the personal data and information received from any
respondent during survey has not been shared with any one and is used for
academic purpose only.
This project report would not be submitted in any other institute for any award of
any other degree, diploma, fellowship or other similar title or prices.
This project report would not be submitted in any other degree in future and no
other person will be allowed to copy from this project in any other form.
If I am found to be guilty of not fulfilling the above promises, my submission can
be declared invalid and college has the right to reject this report.

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3. ACKNOWLEDGEMENT

A successful project can never be prepared by the single effort or the person to
whom project is assigned, but it also demands the help and guardianship of some
conversant person who helps in the undersigned actively or passively in the
completion of successful project.

I acknowledge my deep sense of gratitude to MR. Vishal Dani for providing me


their valuable guidance and constant co-operation at every step of the project.
This project was indeed the outcome of his clear vision and helpful attitude.
Without their support and encouragement, the successful completion of this
project would not have been possible.

I would like to express my special regards and thank wholeheartedly to


Mr. Shashank Maheshwari , Mr. Danish Alam & Mr. Aditya Khode
for their support throughout the tenure of our internship.

I convey my gratitude to all the staff of “ABFRL” for their kind co-operation
throughout my project.

Finally, I would like to thank our friends and my family members for giving me
constant support and encouragement.

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A study on customer expectation and service provided at pantaloons through 2017
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TABLE OF CONTENTS

Serial Number Topic Page


Number
 Executive Summary 6

Chapter 1 Introduction 7
a. Brief introduction of the topic,
project and company
b. Objectives of the study. 19
c. Scope of study 20

c. Research Methodology 21

d. Limitations of the study 25

Chapter II Literature Review 26


Chapter III Data Analysis and Interpretation 32

Chapter IV Findings 56

Chapter V Recommendations 58

7 Bibliography 59

8 Appendix 60

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5. EXECUTIVE SUMMARY

The project report throws light on customer expectation and service provided at
pantaloons. Customer feedbacks are taken as a part of ‘Mission Happiness’ and
the ones who give very low rating were called up asking for the reason. The voice
call data were then send out as daily report to the corresponding pantaloon stores.
Three months of the daily report was used as secondary data to identify the key
factors where the customer had faced problems. Sub factors of the factors
identified through Secondary data was found through focus group interview. A
survey was conducted considering the sub factors.
A sample size of 112 was selected due to limitation of time. Convenience
sampling method was considered to be best suited to fulfil the project report. A
structured questionnaire was constructed in order to measure the responses of
customers so that they can be analyzed effectively. The main areas of focus were
staff service, billing service, Product quality, Range and variety and pricing.
The key sub factors were found through analysis of the survey conducted and
accordingly the recommendation were made which helped identify the gaps
between customer expectation and the actual services provided at different
stages of service delivery.

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Chapter I
INTRODUCTION

Project Title:
“A study on customer expectation and service provided at pantaloons through
customer feedback”

Excellent customer service and high customer satisfaction must start with
understanding customer expectations. You need to know who your customers are
and what they want.

Customer expectations set the bar for customer satisfaction which also affects
repurchase decisions and customer loyalty. If a customer feels like you did not
deliver a service that was expected, they won’t come back and buy from you
again. On the flip-side, if you deliver a service that exceeds customer
expectations, you can bet they will come back to buy again, and tell all their
friends about the experience.

Here are the four benefits you can get from understanding customer expectations:

 It lets you know what service levels are expected to keep customers
happy and achieve high customer satisfaction
 It enables employees to focus on fulfilling customers’ expectations
 It gives you the opportunity to exceed expectations and create raving
advocates
 It can help you resolve customer complaints. Since complaints are a
result of failing to meeting expectations, you have the ability to quickly
fix the problems and retain the business

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Description:

 Identify the gaps between customer expectation and the actual services
provided at different stages of service delivery
 Close the gap and improve the customer service

The Customer Gap: The Gap between Customer Expectations and Customer
Perceptions

The customer gap is the difference between customer expectations and customer
perceptions. Customer expectation is what the customer expects according to
available resources and is influenced by cultural background, family lifestyle,
personality, demographics, advertising, experience with similar products and
information available online. Customer perception is totally subjective and is
based on the customer’s interaction with the product or service. Perception is
derived from the customer’s satisfaction of the specific product or service and the
quality of service delivery. The customer gap is the most important gap and in an
ideal world the customer’s expectation would be almost identical to the
customer’s perception. In a customer orientated strategy, delivering a quality
service for a specific product should be based on a clear understanding of the
target market. Understanding customer needs and knowing customer
expectations could be the best way to close the gap.

The Knowledge Gap: The Gap between Consumer Expectation and Management
Perception

The knowledge gap is the difference between the customer’s expectations of the
service provided and the company’s provision of the service. In this case,
managers are not aware or have not correctly interpreted the customer’s
expectation in relation to the company’s services or products. If a knowledge gap

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exists, it may mean companies are trying to meet wrong or non-existing consumer
needs. In a customer-orientated business, it is important to have a clear
understanding of the consumer’s need for service. To close the gap between the
consumer’s expectations for service and management’s perception of service
delivery will require comprehensive market research.

The Policy Gap: The Gap between Management Perception and Service Quality
Specification

According to Kasper et al, this gap reflects management’s incorrect translation of


the service policy into rules and guidelines for employees. Some companies
experience difficulties translating consumer expectation into specific service
quality delivery. This can include poor service design, failure to maintain and
continually update their provision of good customer service or simply a lack of
standardisation. This gap may see consumers seek a similar product with better
service elsewhere.

The Delivery Gap: The Gap between Service Quality Specification and Service
Delivery

This gap exposes the weakness in employee performance. Organisations with a


Delivery Gap may specify the service required to support consumers but have
subsequently failed to train their employees, put good processes and guidelines
in action. As a result, employees are ill equipped to manage consumer’s needs.
Some of the problems experienced if there is a delivery gap are:

 Employees lack of product knowledge and have difficulty managing customer


questions and issues
 Organisations have poor human resource policies
 Lack of cohesive teams and the inability to deliver

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The Communication Gap: The Gap between Service Delivery and External
Communications

In some cases, promises made by companies through advertising media and


communication raise customer expectations. When over-promising in advertising
does not match the actual service delivery, it creates a communication gap.
Consumers are disappointed because the promised service does not match the
expected service and consequently may seek alternative product sources.

COMPANY PROFILE

Aditya Birla Fashion and Retail Limited (ABFRL) emerged after the
consolidation of the branded apparel businesses of Aditya Birla Group
comprising ABNL's Madura Fashion division and ABNL's subsidiaries
Pantaloons Fashion and Retail (PFRL) and Madura Fashion & Lifestyle (MF&L)
in May 2015. Post the consolidation, PFRL was renamed Aditya Birla Fashion
and Retail Limited.

ABFRL brings together the learning and businesses of two renowned Indian
fashion icons, Madura Fashion & Lifestyle and Pantaloons Fashion and Retail.
ABFRL is India's No 1. Fashion Lifestyle entity with a combined revenue of Rs.
6,633 crores for FY17, growing at a rate of 10 per cent and EBITDA of INR 476
crore for FY'17 that has grown at 18 per cent over the last year.

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The ABFRL umbrella includes:

Madura Fashion & Lifestyle

Madura Fashion & Lifestyle, a division of ABFRL, was the first player operating
on a national scale, dedicated to the core business of fashion retail in India.
Originally known as Madura Garments, MF&L was born in 1988 at the cusp of
the unshackling of the Indian economy. Fashion in those days was not what the
consumer's aspirations merited. MF&L has a vast retail network comprising
exclusive outlets, premium multi-brand and department stores. Four of its brands
are among India's top fashion names, with MRP sales in excess of Rs. 1,000
crores each.

Brands
Louis Philippe led the aspiration for fashion excellence, giving its customers
access to the finest in global fashion. Van Heusen focused on empowering the
fashion ambitious professional partnering his career ambitions with power
dressing. Allen Solly was for those looking for a smart fashion alternative. It came
out with the concept of Friday Dressing. Peter England with its promise of honest-
to-goodness prices emerged the favorite for a large mass of first jobbers. Brand
extensions to new categories – including sportswear, footwear, bags and
accessories – have been at the core of MFL's leadership in its segments.
MF&L Brands have also established strong roots in womenswear and are getting
popular in kids wear as well. The company also houses a range of other fashion
formats –Planet Fashion, The Collective, Hackett London, and Trendin. Planet
Fashion is a multi-brand, apparel-retailing format that houses MF&L's in-house
brands and some significant others. The company's premium lifestyle store, The

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Collective, offers a unique blend of global fashion, international trends and luxury
customer services to customers.

ABFRL has acquired exclusive online and offline rights to market the global
brand – ‘Forever 21’ and its existing store network, in the fast-fashion segment
in India. To expand its international portfolio, ABFRL entered into exclusive
partnerships with two of UK’s most successful fashion brands, ‘Simon Carter’
and `Ted Baker’.

Pantaloons

Voted as 'India's Most Trusted Apparel Retail Brand' (Brand Equity Survey 2014-
15), Pantaloons, a division of ABFRL, is one of the most loved large format
fashion retailers in India. Post-acquisition by Aditya Birla Nuvo Limited in 2013,
Pantaloons is today the fastest growing large format retailer in the country. The
rate of new store openings has increased from one every two months to one every
two weeks. The brand is now present in 78 Indian cities/towns.

Pantaloons posted revenues of Rs. 2,164 crores in FY15-16, up 17 per cent from
the previous year. Pantaloons offers a wide range of brand offerings across
apparel and non-apparel categories and across varied price points. It operates
across categories of casual wear, ethnic wear, formal wear, party wear and active
wear for men, women and kids. Womenswear is the lead category contributing to
half of total apparel sales. Non-apparel products include footwear, handbags,
cosmetics, perfumes, fashion jewelers and watches.

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Pantaloons began in 1997 as a Future Group company in the quest to equip the
emerging Indian middle-class with an indigenous fashion retail format.
Consistent with the times, the model was of a discount fashion retailer.

Brands:
Pantaloons today retails over 200 licensed and international brands, including 24
exclusive brands. The Pantaloons exclusive brand bouquet includes Ajile,
Akkriti, Alto Moda, Annabelle, Bare Denim, Byford, Candie’s New York, Chalk,
Chirpie Pie, Honey, Izabel London, Poppers, Rangmanch, Richard Parker SF
Jeans, Trishaa, Urban Eagle; besides, it also features brands licensed on a long-
term basis: Bare, Rig, SF Jeans, Byford, JM Sports, Lombard and Candie’s New
York.
It also hosts Madura F&L's brands such as Louis Philippe, Van Heusen, Allen
Solly, Peter England and People in menswear; Van Heusen and Allen Solly in
womenswear, and Allen Solly Junior. It retails partner brands such as John Miller,
Celio, Spykar, Levis and Lee Cooper in menswear; Jealous 21, 109*F, AND,
Chemistry and KRAUS in women's western wear; BIBA, Global Desi, and W in
women's ethnic wear; Barbie and Ginny & Jony in kidswear.

Pantaloons online:

Pantaloons is available on all leading e-commerce portals.


Pantaloons enjoys a loyal customer base of over 6.5 million (as of FY17). It runs
its own four-tier loyalty programme called 'Greencard'.

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Leading brands at Pantaloons:

Men’s:

Women’s:

Kids:

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Key executives

S.No Auditor's Name Designation

1 Mr.S Visvanathan Chief Financial Officer

2 Mr.Shital Mehta Chief Executive Officer

Mr.Chandrashekhar
3 Chief Human Resource Officer
Chavan

4 Ms.Geetika Anand Co. Secretary & Compl. Officer

5 Mr.Ashish Dikshit Business Head

6 Mr.N P Singh Chief Information Officer

7 Dr.Naresh Tyagi Chief Sustainability Officer

8 Mr.Vishak Kumar Chief Executive Officer

About Aditya Birla Group:

Mr. Kumar Manglam Birla is the chairman of the US $41 billion (Rs. 2,50,000
crore) corporation, the Aditya Birla Group is in the League of Fortune 500. It is
anchored by an extraordinary force of over 120,000 employees, belonging to 42
nationalities. The Aditya Birla Group has been ranked fourth in the world and
first in Asia Pacific in the ‘Top Companies for Leaders’ study 2011, conducted
by Aon Hewitt, Fortune Magazine and RBL (a strategic HR and leadership
Advisory firm). The Group has topped the Nielsen's Corporate Image Monitor

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2014-15 and emerged as the Number one corporate, the 'Best in Class', for the
third consecutive year.

Over 50 per cent of the Group’s revenues flow from its overseas operations. It
operates in 36 countries.

Vision and Mission:

Our Vision:
To be a premium global conglomerate, with a clear focus on each of the
business.

Our Mission:
To deliver superior value to our customers, shareholders, employess and
societies at large.

Globally, the Aditya Birla Group is:

 A metals powerhouse, among the world's most cost-efficient aluminium


and copper producers. Hindalco-Novelis is the largest aluminium rolling
company. It is one of the three biggest producers of primary aluminium in
Asia, with the largest single location copper smelter
 No.1 in viscose staple fibre
 No.1 in carbon black
 The fourth-largest producer of insulators
 The fifth-largest producer of acrylic fibre
 Among the top 10 cement producers globally
 Among the best energy-efficient fertiliser plants

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 The largest Indian MNC with manufacturing operations in the USA,


wherein 95 per cent of the workforce comprises of Americans

Aditya Birla Group – The Indian Scenario

 A top fashion (branded apparel) and lifestyle player

 The second-largest player in viscose filament yarn

 The largest producer in the chlor-alkali sector

 Among the top three mobile telephony companies

 A leading player in life insurance and asset management

 Among the top two supermarket chains in the retail business

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Core Values of Company

 Integrity

 Passion

 Commitment

 Seamlessness

 Speed

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OBJECTIVES OF THE STUDY

Primary Objective:

A study on customer expectation and service provided at pantaloons through


customer feedback.

Secondary Objectives:

 To find the factors which lack fulfilling the customer expectations at


pantaloons.
 To have a study on the factors and find critical areas which could be
improved to meet customer expectation.

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SCOPE OF THE STUDY

This research study covers only the Pantaloons store located at ICC Tech Park.

The factors that affect Customer Expectation at Pantaloons in one city can be
completely different than the factors that affect the same in another city.

This basically happens because of the different preferences of the people living
in different cities and states and also it may differ from one store to another due
to various factors like customer service , product availability , store location ,
store size , store ambience etc.

Hence, it should be noted that this project covers only Pantaloons located at ICC
Tech Park and the results so obtained cannot be generalized for Pantaloons
elsewhere.

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RESEARCH METHODOLOGY

This chapter will present detailed idea about the research. This includes the
purpose , research approach , research strategy , sample selection methods, data
collection methods and data analysis methods.

The main aim of this survey is to know customer expectations and service
provided at pantaloons and to find the factors which lack fulfilling the customer
expectations at pantaloons. Therefore, this research is descriptive, which draws a
picture of the topic and describes characteristics of a phenomenon or situation in
its current state.

There are three ways a researcher can go about doing descriptive research and
they are:

•Observational, characterized as a technique for survey and recording the


participant

•Case study, characterized in depth study on individual or group of individuals .

•Survey, characterized as a brief meeting or discourse with a person around a


particular subject

Survey
A survey comes in various flavors, be it talking with individuals eye to eye or
taking care of out survey to round out. The primary distinction amongst reviews
and perceptions is that in an overview, you don't watch individuals; you get
some information about themselves.

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Sampling DESIGN:-
Inspecting is a key part of the business research process. Inspecting is the
procedure of selecting a delegate part of a populace with the end goal of
deciding the attributes of the entire populace. Amid the exploration,
Convenience Sampling is utilized to gather information from the customers.

DATA COLLECTION:-

Primary Data:- It is unique, issue or venture particular and gathered for filling
a specific need. Its credibility or significance is sensibly high. To gather the
essential information the most ideal route is to associate with individuals
specifically or it can be through direct meetings and polls. Both these techniques
have utilized for gathering of essential information.

Secondary Data: - It is not topical or research particular. It can be monetarily


and immediately gathered by the chief in a limited capacity to focus time. It has
been gathered and arranged by some other specialist or investigative body.
Auxiliary information is gathered from organization sites and different Literature
audits. As Pantaloons is every day in news due to its development arrangements,
and its late converge with perpetually 21. So I profited a great deal from articles
on net

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Sampling Plan:-

Convenience sampling was chosen for my research. ‘Convenience sampling’ is


used to obtain information quickly and inexpensively. The only criterion for
selecting sampling units in this scheme is the convenience of the researcher or
the investigator. Mostly the convenience samples are neighbours, friends,
colleagues, ‘passers-by’ and customers coming out of different competitor stores.
So, the customers who walked in for shopping are interviewed and questionnaire
was given to them to respond which I felt convenient to approach.

Sampling area: Pantaloons store at ICC Tech Park, Senapati Bapat Road, Pune
was my survey area. Survey was conducted in the month of MAY- JUNE 2017.

Sample size: A sample size of 112 respondents was chosen because of time
constraint. Though small in numbers, the sample consists of varied type of
respondents so as to overcome any error at the time of generalization of result.

Contact Method: Questionnaire method was used to establish direct contact with
respondents.

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Tools Used for Analysis

The software used for the analysis is IBM SPSS Version 18 and MS Excel. SPSS
is capable of handling large amounts of data and can perform all of the analysis
covered in the text and do much more. SPSS is commonly used in the social
sciences and in the business world, so using this program should serve the
research project well in various analyses.

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LIMITATIONS OF THE STUDY

 The study consisted of only 112 Respondents due to the time constraint.
 If the respondents believe that anonymity is not ensured, they may be reluctant
to express certain feelings.
 The Study was conducted at the time of EOSS (end of season sale), hence
there will be increase in number of footfalls as compared to normal days.

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Chapter 2

LITERATURE REVIEW

A study by A. Parasuraman, Leonard L. Berry and Valarie A. Zeithaml which


was posted by the MIT Sloan Review, found these key insights when they were
researching customer expectations across 16 focus group participants:

 Customers expect service basis – there is a perceived expectation that


every customer has when going into a business relationship. For
example, a hotel customer thinks that when they pay more they expect
more.
 The service process is the key to exceeding expectations – companies
are supposed to be accurate and dependable and provide the service they
promised. It’s unlikely for a hotel to exceed customer expectations if
they only just have the customers room ready. The opportunity lies in
the ability to surprise the customer with an uncommon swiftness, face,
courtesy, competence, commitment, or understanding.
 Customer expectations are duel-levelled – The study found that
customers’ expectations had two levels: desired and sufficient. The
desired level is the service the customer hopes to obtain while the
sufficient level is the service which the customer finds acceptable.
 Customers want relationships – relationships are important to
customers. Many of the customers interviewed want to be ‘relationship
customers’, they want ongoing, personalized relationship with the same
representative from the company. They want a company representative
to contact them, rather than always having to initiate contact themselves.
 Manage promises – to manage expectations, companies can first start
managing their promises. The study found that some observers

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recommended deliberately under-promising the service to increase the


likelihood of exceeding customer expectations. This is something I
regularly recommend to our customers all the time.There’s nothing
worse than over-promising and under-delivering! Keep in mind that
there are some risks with under promising as it can reduce your
competitive appeal, so make sure you are aware of your competitive
environment.

It is essential for businesses to manage customer satisfaction. To be able do this,


firms need a reliable way to measure satisfaction. A customers’ expectation is
that metric.

A lot can go wrong during your business relationship with customers; it’s
necessary to make sure you are always thinking about setting expectations,
meeting expectations or resetting expectations

N. Udaya Bhaskar (2011) found that that there is a positive relationship between
factors of service quality and apparel retail customer satisfaction. He concluded
that the retailing sector consists of both tangible and intangible factors while
assessing the service quality and measuring service quality in retailing is different
from any other sector or segment. Indian Apparel Retailing is the fastest growing
segment after food and grocery and there are several service deficiencies like long
waits for billing, improper customer treatment and handling of customer
complaints. The present study observes the critical factors effecting apparel
service quality and should concentrate more on Personal interaction and
Reliability of the store in order to enhance their service. The study also revealed
that service quality factors
will significantly affect meeting customer expectation .
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Retail Service Quality factors like, Problem solving, Access and Personal
Interaction
Store Merchandise have a significant impact on customer satisfaction in retail
outlets
(S.P.Thenmozhi and D.Dhanapal., 2011).

Dabholkar, Thorpe and Rentz (1996)


proposed an instrument based on SERVQUAL which measures service quality in
a retailing environment. This instrument also captures, apart from the common
dimensions that are likely to be shared by pure service environments and retail
environments, additional dimensions of retail service quality relevant to the retail
environment..

Pantaloons have a feedback called ‘MISSION HAPPINESS’ asking:

· Based on your experience today how likely you to recommend pantaloons to a


friend are. (Scale 1-10, 1 being least recommending)

Variables for the study:

· Staff Service

· Product Quality

· Billing

· Pricing

· Range and variety

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Secondary data was collected for last three months (March-April) of the feedback report.
The customers who give extremely low rating are called up and asked about the reasons.

Date
Customer Date of Score by of call Verbati
S.No. UID Store Worlds
Details Shopping customer by m
CC

The
reason
for me
to give
zero
was
that I
have
done a
NON shoppin
PT- APPAREL May g of
PUNE- S, May XX, XX, around
1 42XXX Name ICC OTHERS, 2017, 8:XX 01 2017, 4000/-
TECH WOMEN pm 2:XX and the
PARK WESTERN pm thing
APPAREL was the
offers
displaye
d at the
store
was
wrong I
took a
T-shirt
of 599/-

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which
was
under
offer
but

An analysis of secondary data was done where STAFF SERVICE, BILLING


SERVICE, VARIETY AND RANGE, PRICING, PRODUCT QUALITY were
the main concerns.

Have subdivided those factors and made questionnaire according to it:

STAFF SERVICE
o Behaviour
o Product knowledge
o Offer clarity
o Assistance
o Clear communication

BILLING SERVICE
o Queue time
o Behaviour of cashier
o Quick billing
o Green card points acknowledgement
o Gift wrapping

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VARIETY AND RANGE


o Apparel design
o Apparel classiness
o Size

Pricing
As Compared to quality, competitors, discounts given.

Product Quality
o Shrinking
o Colour fading
o Stitching quality
o Tear

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Chapter 3
DATA ANALYSIS AND INTERPRETATION

Introduction: Secondary data was collected of last three months tracking 152
detractors and their problems faced.

DETRACTOR ANALYSIS
35
30
NO OF PROBLEM ARISED

25
20
15
10
5
0

FACTORS

Interpretation: Out of the 152 detractors staff service (21.05%), billing service
(13.15%), range and variety (17.76%), pricing (11.84%) and product quality
(11.18%) were the main concerns where as 15 (9.8 of them had mistakenly
given a low rating.

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The factors identified through secondary data analysis was subdivided with the
help of focus group meeting and a survey was conducted through a
questionnaire with the help of face to face interviews across diverse portfolios
of respondents like Age, Gender. The number of respondents for this survey is
112.

GENDER:

Gender
Cumulative
Frequency Percent Valid Percent Percent
Valid Female 65 58.0 58.0 58.0
Male 47 42.0 42.0 100.0
Total 112 100.0 100.0

Interpretation: Out of the 112 Respondents, 47 are males and 65 are Females.
This also tells that the female customers are more in numbers if compared with
the Male Customers.

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AGE:

Cumulative
Frequency Percent Valid Percent Percent
Valid 18-25 49 43.8 43.8 43.8
26-40 52 46.4 46.4 90.2
40 above 11 9.8 9.8 100.0
Total 112 100.0 100.0

Interpretation: Out of the 112 Respondents, 49 belong to the age group of 18-
25, 52 belong to the age group of 26-40 and the remaining 11 belong to the Above
40 age group.
Majority of respondents i.e 46.2 % belongs to the 26-40 age group.

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How Often they visit Pantaloons:

How often do you visit Pantaloons?


Cumulative
Frequency Percent Valid Percent Percent
Valid Once in 15 days 3 2.7 2.7 2.7
Once in a Month 19 17.0 17.0 19.6
Once in 2-6 Months 58 51.8 51.8 71.4
Once in a Year 32 28.6 28.6 100.0
Total 112 100.0 100.0

Interpretation: Out of 112 respondents , the frequency for once in 2-6 months
is highest consisting of 51.8 % followed by once a year which is 28.6%.

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A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

Which Apparel did they buy from pantaloons:

Responses Percent of
N Percent Cases
$CombinedAppa Women's Ethnic 52 27.5% 46.4%
Women's Western 51 27.0% 45.5%
Men's 60 31.7% 53.6%
Kids 13 6.9% 11.6%
Non Apparel 13 6.9% 11.6%
Total 189 100.0% 168.8%

70

60
60
52 51
50
Frequency

40

30

20
13 13
10

0
Women's Ethnic Women's Men's Kids Non Apparel
Western
World

Interpretation: Out of 112 respondents 53.6% did Men’s world shopping,


46.4% did women’s ethnic shopping, 45.5% did women’s western shopping
and 11.6% did both kids and non apparel shopping.

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A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

According to them what in staff service could pantaloons work on and


improve:

Responses Percent of
N Percent Cases
$CombinedVara Behaviour 8 4.8% 7.1%
Product Knowledge 41 24.6% 36.6%
Offer Clarity 45 26.9% 40.2%
Assistance 22 13.2% 19.6%
Trial Room 19 11.4% 17.0%
None 32 19.2% 28.6%
Total 167 100.0% 149.1%
.

Staff Service
50
45
45
41
40
35 32
30
Frequency

25 22
19
20
15
10 8

5
0
Behaviour Product Offer Clarity Assistance Trial Room None
Knowledge
Sub Factors

Interpretation: Out of 112 respondents 40.2% had a problem with offer clarity
36.6% had problem with project knowledge.

37
A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

Did they find any issue with the following billing services:

Responses Percent of
N Percent Cases
Queue Time 37 27.2% 33.0%
Behaviour of Cashier 4 2.9% 3.6%
Quick Billing 29 21.3% 25.9%
Reward Points
24 17.6% 21.4%
Acknowledgement
Gift Wrapping 3 2.2% 2.7%
None 38 27.9% 33.9%
Other 1 0.7% 0.9%
Total 136 100.0% 121.4%

Billing services
40
35
30
Frequebcy

25
20
15
10
5
0

Services

Interpretation: Out of 112 respondents 33% had queue time issues, 25.9% had
quick billing issues and 21.4% respondents had reward point acknowledgement
issues.

38
A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

Did they find your size in all the apparels that they liked:

Cumulative
Frequency Percent Valid Percent Percent
Valid no 71 63.4 63.4 63.4
yes 41 36.6 36.6 100.0
Total 112 100.0 100.0

Interpretation: Out of 112 respondents 71 did not find their size in apparels
that they liked.

39
A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

According to them which segments needs more range and variety:

Responses Percent of
N Percent Cases
Women's Ethnic 11 6.7% 9.8%
Women's Formals 38 23.0% 33.9%
Women's Casuals 30 18.2% 26.8%
Men's Formals 4 2.4% 3.6%
Men's Casuals 48 29.1% 42.9%
Undergarments 19 11.5% 17.0%
Non Apparels 15 9.1% 13.4%
Total 165 100.0% 147.3%

60

50

40
Frequency

30

20

10

Segment

Interpretation: Respondents want to see more variety and range in Men’s


casuals(42.9%), Women’s formals(33.9%) and women’s casuals(26.8%).

40
A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

What do they think about Apparel Design

Give a rating from 1-5 in terms of Apparel Design.


Cumulative
Frequency Percent Valid Percent Percent
Valid slightly interested 21 18.8 18.8 18.8
somewhat interested 46 41.1 41.1 59.8
very interested 28 25.0 25.0 84.8
extremely interested 17 15.2 15.2 100.0
Total 112 100.0 100.0

Interpretation: Out of 112 respondents 46 (41.1%) feel that the apparel design
in pantaloons is somewhat interesting.

41
A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

What do they think about apparel classiness:

Give a rating from 1-5 in terms of apparel classiness.


Cumulative
Frequency Percent Valid Percent Percent
Valid Least interested 2 1.8 1.8 1.8
slightly interested 34 30.4 30.4 32.1
somewhat interested 46 41.1 41.1 73.2
very interested 17 15.2 15.2 88.4
extremely interested 13 11.6 11.6 100.0
Total 112 100.0 100.0

Interpretation: Out of 112 respondents 46 (41.1%) feel that the apparel


classiness in pantaloons is somewhat interesting and 34(30.4%) feel that it’s
slightly interesting.

42
A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

What do they think about the discount offered:

Give a rating from 1-5 in terms of discounts offered.


Cumulative
Frequency Percent Valid Percent Percent
Valid Least interested 4 3.6 3.6 3.6
slightly interested 9 8.0 8.0 11.6
somewhat interested 27 24.1 24.1 35.7
very interested 46 41.1 41.1 76.8
extremely interested 26 23.2 23.2 100.0
Total 112 100.0 100.0

Interpretation: Out of 112 respondents 46 (41.1%) feel that the discounts


offered in pantaloons is very interesting.

43
A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

How do they find the pricing of apparels in terms of quality of the product:

Cumulative
Frequency Percent Valid Percent Percent
Valid Not acceptable 33 29.5 29.5 29.5
Moderately acceptable 44 39.3 39.3 68.8
Completely acceptable 35 31.3 31.3 100.0
Total 112 100.0 100.0

Interpretation: 33(29.5%) people out of 112 feel that price of the apparel is
not acceptable in terms of the quality offered.

44
A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

Do they feel pantaloons apparel is priced higher as compared to other


stores:

Cumulative
Frequency Percent Valid Percent Percent
Valid no 68 60.7 60.7 60.7
yes 36 32.1 32.1 92.9
maybe 8 7.1 7.1 100.0
Total 112 100.0 100.0

Interpretation: 36(32.1%) out of 112 respondents feel that price is higher as


compared to other stores.

45
A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

Did they find any problems regarding quality of the apparel:

Responses Percent of
N Percent Cases
Shrinking 35 28.5% 31.3%
Colour fading 29 23.6% 25.9%
Stitching Quality 10 8.1% 8.9%
Torn 1 0.8% 0.9%
None 48 39.0% 42.9%
Total 123 100.0% 109.8%

Quality Concerns
60

50
No of Respondents

40

30

20

10

0
Shrinking Colour fading Stitching Torn None
Quality
Factors

Interpretation: Out of 112 respondents 35(28.5%) had a problem of shrinking


and 29(23.6%) of them had a problem of colour fading.

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A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

ANALYSIS

Gender / Staff Service (Lack in product knowledge)

Product Knowledge
no yes Total
Gender Female 44 21 65
Male 27 20 47
Total 71 41 112

Interpretation: It can be seen that 42.5% of the males and 32% of the females
faced the problem that employees were lacking product knowledge.

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A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

Product Knowledge * women's ethnic Crosstabulation


Count
Women's Ethnic
yes no Total
Product Knowledge no 31 40 71
yes 21 20 41
Total 52 60 112

Product Knowledge * Men's Crosstabulation


Count
Men's
yes no Total
Product Knowledge no 34 37 71
yes 26 15 41
Total 60 52 112

Product Knowledge * Women's western Crosstabulation


Women's Western
yes no Total
Product Knowledge no 32 39 71
yes 19 22 41
Total 51 61 112

Interpretation: 63.4% of the respondents who have purchased men’s wear, 46%
of the customers who have purchased women’s western, 51% of the people who
have purchased women’s ethnic feel that the staff is lacking product knowledge.

48
A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

Gender / Trial room issues:

 Null Hypothesis: Trial room issues are independent of the gender.


 Alternative Hypothesis: Trial room issues are dependent of the gender.
 Acceptance Criteria: A significance of 95% is assumed. If the null
Hypothesis is to be disapproved, it will be so with 95% Confidence.
 Decision Criteria: In order to reject the null Hypothesis, Our score must
be greater than the critical value at the 0.05 level of Significance

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A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

Issues with trial room


NO YES Total
Gender FEMALE Count 49 16 65
Expected Count 54.0 11.0 65.0
% within Gender 75.4% 24.6% 100.0%
MALE Count 44 3 47
Expected Count 39.0 8.0 47.0
% within Gender 93.6% 6.4% 100.0%
Total Count 93 19 112
Expected Count 93.0 19.0 112.0
% within Gender 83.0% 17.0% 100.0%

Chi-Square Tests
Asymptotic
Significance (2- Exact Sig. (2- Exact Sig. (1-
Value df sided) sided) sided)
Pearson Chi-Square 6.437a 1 .011

Continuity
5.208 1 .022
Correctionb
Likelihood Ratio 7.129 1 .008

Fisher's Exact Test .012 .009

Linear-by-Linear
6.379 1 .012
Association
N of Valid Cases 112

Interpretation: Since the p-value is less than 0.05 null hypothesis gets
rejected and we can say that there is association between gender and
trial room issues faced

50
A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

Women’s Western / Trial room


Count
Trial Room
no yes Total
Women's Western Yes 37 14 51
No 56 5 61
Total 93 19 112

27.4% of the people who purchased women’s western had issues with
trial room.

17% of the people who purchased women’s


ethnic had issues with trial room.

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A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

Trial Room
no yes
Women's Ethnic yes 43 9 52
no 50 10 60
Total 93 19 112

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A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

Gender / Undergarments range and variety

Null Hypothesis: Need for more variety and range in undergarments is independent of the
gender.
Alternative Hypothesis: Need for more variety and range in undergarments is dependent of
the gender.
.Acceptance Criteria: A significance of 95% is assumed. If the null Hypothesis is to be
disapproved, it will be so with 95% Confidence.
Decision Criteria: In order to reject the null Hypothesis, Our score must be greater than the
critical value at the 0.05 level of Significance

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A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

Gender * Undergarments Cross tabulation


Undergarments
yes No Total
Gender male Count 7 58 65
Expected Count 11.0 54.0 65.0
% within Gender 10.8% 89.2% 100.0%
female Count 12 35 47
Expected Count 8.0 39.0 47.0
% within Gender 25.5% 74.5% 100.0%
Total Count 19 93 112
Expected Count 19.0 93.0 112.0
% within Gender 17.0% 83.0% 100.0%

Chi-Square Tests
Asymptotic
Significance (2- Exact Sig. (2- Exact Sig. (1-
Value df sided) sided) sided)
Pearson Chi-Square 4.220a 1 .040

Continuity Correctionb 3.237 1 .072

Likelihood Ratio 4.174 1 .041

Fisher's Exact Test .046 .037

Linear-by-Linear Association 4.182 1 .041

N of Valid Cases 112

a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 7.97.

Interpretation: Since the p-value is less than 0.05 null hypothesis gets rejected
and we can say that there is association between gender and the need for more
variety and range in undergarment segment.

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A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

Visit / Gender:

Count
How often do you visit Pantaloons?
Once in 2-6
Once in 15 days Once in a Month Months Once in a Year Total
Gender Female 3 13 38 11 65
Male 0 6 20 21 47
Total 3 19 58 32 112

Interpretation: It is found that most of the females visit pantaloons once in


2-6 months whereas males mostly visit pantaloons once in a year.

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A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

Chapter IV

FINDINGS

 The main quality issues faced by customers were shrinking and colour
fading.
 63.4% of the respondents who have purchased men’s wear, 46% of the
customers who have purchased women’s western, 51% of the people who
have purchased women’s ethnic feel that the staff is lacking product
knowledge.
Hence we can figure out that there is high lack in product knowledge
among men’s staff.
 It is found that Women’s world faces problems regarding trail room much
more than Men’s world. It is also found that trial room issues in women’s
western department are greater as compared to women’s western
department.
 Males want to find more variety and range in undergarment segment.
 It is found that most of the females visit pantaloons once in 2-6 months
whereas males mostly visit pantaloons once in a year.
 In terms of Gender, footfall of females is more than that of males.
 In terms of age, footfall of youth and young adults is dominating.
 The frequency of visit for once in 2-6 months is highest consisting of 51.8
%.
 Offer clarity and product knowledge were the main concerns faced by
customers regarding staff service.
 Queue time, quick billing and reward point acknowledgement were the
main concerns regarding the billing services.

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A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

 There is a huge crunch in size availability, it was found that 63.4% of the
respondents did not find the size of their liked apparel.
 Respondents want to see more variety and range in Men’s casuals,
Women’s formals and women’s casuals.
 When asked about the apparel design most of the customers felt that
apparel design of pantaloons is somewhat interesting.
 When asked about the apparel classiness most of the customers felt that
apparel design of pantaloons is slightly or somewhat interesting.
 When asked about the discounts offered most of the customers felt that
apparel design of pantaloons is very interesting.
 Almost one third of the population feels that the pricing is not acceptable
in terms of the quality of the apparel.
 Most of the customers don’t feel like the pricing of apparel is higher as
compared to that of other stores like Max, Reliance trends.

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A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

Chapter V

RECOMMENDATIONS

 Internal marketing sessions should be arranged for staff, especially for


men’s world staff so that they develop product knowledge and handbook
of every employee should have a checkbox saying ‘Checked today’s
OFFER’.
 At least three hanging racks in men’s casual and women’s casual
department should contain a mix of NPT and PT brand apparel so that
customer get a fair feel of range and variety. Quick replenishment of
Annabel brand and Jockey Men’s should be taken care as those are the
only brands serving Women’s formals and Men’s undergarment segment
respectively. It could also serve the issue of size availability to some
extent.
 In days of heavy footfall department manager should make sure that
there are enough cashiers for billing or else he should make sure the
concept of ‘Mein hu na cashier’ takes action. He should take care of the
queue at trail areas of women’s world. Customers can be requested to
switch areas within women’s world with respect to queue size.
 There should be a increase in LIVA fabric apparel orders which can make
an influence in mindset of customer who think design and classiness of
apparel is somewhat interesting. It could also serve one-third of the
customers who think the price of apparel is not acceptable in terms of
quality.

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A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

7. BIBLIOGRAPHY

o https://blog.kissmetrics.com/expectations-and-customer-service/
o http://www.mbaskool.com/brandguide/lifestyle-and-retail/4784-
pantaloon-retail.html
o http://blog.clientheartbeat.com/customer-expectations/
o https://pdfs.semanticscholar.org/9aa2/4f158c236ec42047a8e23b90559
f56e62133.pdf
o http://publications.lib.chalmers.se/records/fulltext/179722/179722.pdf
o https://www.ripublication.com/ijmibs-spl/ijbmisv4n3spl_06.pdf
o http://www.macrothink.org/journal/index.php/jmr/article/view/674

Books:

o PhilipKotler, Kevin lane Keller, Abraham Koshy,


MithileshwarJha,(2012) “Marketing Management”, 15th edition, Pearson
education Asia publication.
o Ranjit Kumar “Research Methodology” second edition, Pearson
education Asia publication

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A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

8. APPENDIX

Questionnaire:

 Name :
 Age:
o 18-25
o 25-40
o 40 above
 Gender:
o Female
o Male
 How often do you visit pantaloons?
o Once in 15 days
o Once in a month
o Once in 2-3 months
o Once in a year
 Which apparel did you buy from pantaloons?
o Men’s
o Women’s ethnic
o Women’s western
o Kids
o Non Apparel

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A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

 According to you what in staff service could we work upon and


improve :
o Behaviour
o Product knowledge
o Offer clarity
o Assistance
o Trial room
o None
o Other

 Did you have any issue with the following billing services .
o Queue time
o Behaviour of cashier
o Quick billing
o Reward points acknowledgement
o Gift wrapping
o None
o Other

 Did you find your size in all the apparels that you liked?
o Yes
o No

 According to you which segments needs more range and


variety?
o Men’s formals
o Men’s casuals
o Women’s ethnic

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A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

o Women’s western
o Women’s formals
o Undergarments
o Non Apparels

 Give a rating from 1-5 in term of Apparel Design.


( 1 being least interesting, 5 being Most interesting)

 Give a rating from 1-5 in term of Apparel Classiness.


( 1 being least interesting, 5 being Most interesting)

 Give a rating from 1-5 in terms of discounts offered


( 1 being least interesting, 5 being Most interesting)

 Do you feel our apparel is priced higher as compared to other


stores like (Max, Reliance Trends).

o Yes
o No
o Maybe

 Have your apparel which you brought from pantaloons had any of
the problems
o Shrinking
o Colour fading
o Stitching Quality
o Torn
o None
o Other

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A study on customer expectation and service provided at pantaloons through 2017
customer feedback.

63

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