INTRODUCTION TO THE STUDY
The Indian Retail Industry is the largest among all the industries ,accounting for over 10 percent of the country’s GDP and around 8 percent of the employment.The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market. Modern retailing has emerged in India in the form of bustling shopping centres,multi-stored malls and large complexes that offer shopping,food and variety of ways of entertainment.
This study mainly deals with the customer’s perception towards Pantaloons,which is a retail apparels store.This store is located in many cities across India,but this study pertains to the Pantaloons store in Bangalore. Pantaloon Retail (India) Limited, is a large Indian retailer, which is part of the Future Group, and operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai, the company has over 1,000 stores across 71 cities in India and employs over 30,000 people, and as of 2010, it was the country's largest listed retailer by market capitalization and revenue.
Pantaloons is among India's largest chains of fashion stores. Pantaloons Fresh Fashion, with its focus on 'fresh look, feel and attitude' offers, trendy and hip collections that are in sync with the hopes and aspirations of discerning young and 'young-at-heart' consumers.Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion is followed internationally. This 'fresh fashion' destination allows customers to shop for the latest in fashion apparel and accessories throughout the year in an attractive and visually stimulating ambience.
Pantaloons Fresh Fashion stores have presence with stores not just in Metros but also in smaller towns. All stores have a wide variety of categories like casual wear, ethnic wear, formalwear, party wear and sportswear for Men, Women and Kids.
REVIEW OF LITERATURE
This chapter deals with the review of literature collected from different sources:
Rajyalakshmi Nittala,A.Vijaya Kameswari(2009) have undertaken a study on how organizations need to attract and retain customersto ensure a sustainable competitive advantage.To achieve this objective, service organizations must focus on their efforts to developing and sustaining an organizational culture that emphasizes internal customer well being as a means to attract and retain external customer patronage. In the service industry, customer satisfaction levels are revealed during what we like to call the"moments of truth", being the moment that the customer comes in contact with afront-line employee of the firm . This made the interaction between people within the organization and the external customers more vital. In retail sector instead of selling services they will eventually start to sell experiences that augment the actual product. The study states that retail stores should concentrate on internal marketing to have satisfied employees to deliver customer satisfaction.
Ipek Deveci Kocakoc and Ali Sen(2006) have undertaken a study on improvement areas for customer satisfaction along the supply chain.The study states that today’s competitive environment means that companies need to understand their customers’ expectations and preferences, and use these as a guide in order to achieve competitive advantage. In dynamic market conditions, it is vitally important to perceive and satisfy customer needs. If customer satisfaction measurements are used as a source of improvement efforts, results will be more satisfactory and realistic. Mass production usually creates a gap between manufacturers...