COMPARATIVE STUDY OF IN-HOUSE BRAND PRODUCTS AND OTHER BRAND PRODUCTS IN GLOBUS

7/28/2019 COMPARATIVE STUDY OF IN-HOUSE BRAND PRODUCTS AND OTHER BRAND PRODUCTS IN GLOBUS

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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.Hredesh Pal (Floor Supervisor)

SUBMITTED TO:

Mr. Sunit(HR)

(HR Globus Stores Pvt.Ltd, Lucknow)

SUBMITTED BY:

Ujjawal singh

(IIMT,Gr.Noida)


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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 toMr. Mohammad Taufeeq (Store

Manager), and Mr.Sunit (HR)

I also take this opportunity to express my sincere gratitude to my

guide Mr.Hredesh Pal (Floor Supervisor) for his guidance in

getting my project completed.

Ujjawal singh

(IIMT,Gr.Noida)


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DECLARATION

Project Title Comparative study of in-house brand

products and other brand products in Globus has been

completed by me under the guidance ofMr. Hredesh Pal

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.

Ujjawal singh (IIMT,

Gr.Noida)


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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 isnecessary 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 too 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

service & satisfaction.


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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.


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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 ofthe 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


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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.

Conclusive Research:-

Conclusive Research provides information that helps the

executives make a rational decision. In some instancesparticularly 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


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B) Survey of knowledgeable person

C) Case study

CONCLUSIVE:

A) Descriptive Research

B) Case study

C) Statistical study

D)Experimentation


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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.


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EXECUTIVE SUMMARY

COMPARATIVE STUDY OF IN-HOUSE BRAND PRODUCTSAND 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 MALLAND WAVE 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 ITS PRICE

AND AT THE SAME TIME OUR MERCHANDISERS ARE GOOD ENOUGH TO

MAKE GOOD DESIGN .BUT HERE THE DURABILITY ,BRAND AND PRICEARE 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 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 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: 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 FLUJEANS.


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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 QUESTIONPANTALOONS 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.


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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.SECONDIMPORTANT 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%)

Neutral (18%)

(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


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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) 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


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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 towardsin-house and other brand products

Guide Mr.Hredesh Pal

Area of Research Lucknow Malls

Sample Size 100

Methodology Stratified Random Sampling

Sampling Tool Questionnaire

Submitted To Mr.Sunit

(HR Globus, Lucknow)


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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 qualityand most important design.

3. Offer plays an important role to pull the customers inside thestore.

4. Casuals and top are the most demanding product ofGlobus.Most of the top &casuals wear are in-house brandproduct so customers are loyal to the brand Globus.

5. Many of the respondents were not aware about the brandF21 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 thefuture group giant Pantaloons Retail Ltd.So to beat its


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competitor Globus has to maintain balance between qualityand price.

8. 41% of the respondent said that brand plays an importantrole in buying decision. So, again brand is an importantfactor and brand needs promotion. Brand creates faith in themind of customer. Some of the customers may compromisewith 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 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 with the offer because the T-shirts were limited and basic.Size was also the concern there.


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SUGGESTIONS

I have spend more than one month on the floor and I try

my best to analyze 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 andquality.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 accessoriessection there were some dirty ladies wallet .It was creating abad impact in the mind of customer.

5. Offers must be accepted by the customers like Rs.500discount on purchase of any formal shirts.This is a goodoffer.But the offer like on the purchase of 1denim you willbe given a 1 T-shirt free.In this offer T-shirts are limited andare basics.Most of the customers are not ready to takeit.They said inspite of T-shirt you should give discount ondenims.

6. Company must go for promotion either electronic or print.They should give their advertisement on music channels like


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MTV, ETC, ATN etc.As the company mainly target the youthgeneration and youths are music lover.


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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

its 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


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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


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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 casualsand 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. Somy imagination was true.


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LIMITATION

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.

1. 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.

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

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

3. 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.


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WORD OF THANKS

I take the opportunity to pay hearty regards to Mr.

MohammadTaufeeq (Store Manager), Mr. Sunit (HR)

and Mr. Hredesh Pal (Floor Supervisor) 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 Ishan

Institute of management & Technology, Gr.Noida and

especially to my chairman Dr.D.K.Garg whose co-

Operation and guidance was a milestone in completion of

my project.


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COMPARATIVE STUDY OF IN-HOUSE BRAND PRODUCTS AND OTHER BRAND PRODUCTS IN GLOBUS

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