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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 cant 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)

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DECLARATION

Project Title Comparativestudy ofin-house brand productsand other brand

productsin Globus has been completed by meunder the guidance ofMr. 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)

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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.

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OBJECTIVE

Thestudy tendsto follow andachievespecific objective

The objectives ofthis particularstudy 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.

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RESEARCH METHODOLOGY

.

RESEARCH DESIGN

Despite the difficulty of establishing and entirely satisfactory classification system,

it is helpful to classify projects 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 fields 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 products or marketing practices that can

be changed profitably

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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 DataB) Survey of knowledgeable person

C) Case study

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CONCLUSIVE:

A) Descriptive Research

B) Case study

C) Statistical studyD)Experimentation

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RESEARCH INSTRUMENT

y Sampling UnitMall Visitors

y SamplesizeThe sample size chosen was 100.

y SamplingMethodThe 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.

y HypothesisI have taken the hypothesis that most of the persons like in-house brand

products of Globus.

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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 DONT 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 ITSPRICE 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.

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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 ISNOT 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 DONT LIKE TO PURCHASE ON

QUESTIONING MOST OF THEM ANSWER THAT THEY LIKE TO PURCHASE

FORMALS FROM WESTSIDE OR SHOPPERS STOP.

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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:ITIS 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.

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7. According to you which store is the biggest competitor of Globus?

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

(c) Spencers (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

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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%)

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(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 THATITS 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?

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(a) Dont 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 .THATS 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 DIDNT 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

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Area of Research Lucknow Malls

Sample Size 100

Methodology Stratified Random Sampling

Sampling Tool Questionnaire

Submitted To Mr.Sunit

(HR Globus, Lucknow)

FINDINGS

Intheresearch I foundthat:

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

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

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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. SoGlobus really need promotion.

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

7.Majority of respondent said that biggest competitor is the future group giantPantaloons 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 buyingdecision. 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 alsovery 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 mens 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

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with the offer because the T-shirts were limited and basic.Size was also the

concern there.

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SUGGESTIONS

I havespend morethan one month onthe floorand I try my bestto analysethe

behavior ofcustomerstowards purchasingandtheir preferencetowards brand.

I havesomesuggestionsregardingthetopic.

From my sidesuggestionsare:

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

2. Company must maintain the balance between price and quality.It will help tomake 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 purchaseof 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 givetheir advertisement on music channels like MTV, ETC, ATN etc.As the

company mainly target the youth generation and youths are music lover.

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LEARNINGS :

a)Selling & Marketing Strategies:The Globus target customeris 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: Ihave learned how to handle different type of customer. Every

individual have their own choice, to handle customer

efficiently its necessary to understand the behavior of the

customer.

c) Visual Merchandising: Merchandising is one of the majorparts 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 inthe 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 ofDisplay: The display of the product is arrangedin proper way. The product are displayed in the following

ways

1. According to the style

2. According to size

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3. According to stock

4. Colour Blocking

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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 Levis & 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.

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LIMITATION

1. As the project involved the research using questionnaires, views expressedby 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 quitepossible that the personal biases of people might have crept in.

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

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

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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 completion of my

project.

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

financially 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-operation and guidance was a milestone in completion of

my project.