Consumer Behaviour towards

Purchase of Lingerie
Problem Statement
When it comes to purchasing lingerie, the decision for each consumer is extremely personal and
unique. Due this reason, it is a challenging task for lingerie companies to segregate their
consumers into segments.

Through a combination of quantitative and qualitative research, this study proposes to identify
influencers that affect the purchasing decisions of consumers buying lingerie.


Understanding Women Preferences:
Preferred Style of Bra:
In the light of exploratory research conducted for womens preferences, it was found that preferences
for the same person changed depending on the utility to be fulfilled by the purchase. Thus this was a
multiple check box styled question that highlights overall majority of preferences.

Given the above choices in which multiple options could be chosen, majority of women purchase
padded bras followed by basic styled bra purchased for every day usage.
Preferred style of panties:
To understand women preferences in buying panties, the women were allowed to choose more than
one option depending on their utility aspect of the same.

Given the choices, majority of women preferred basic and low waist styled panties.
Lingerie meaning:
In order to understand what perception women have towards lingerie in general, a question was framed
in which the women have to choose one option displaying their understanding.

Majority of the women buy lingerie for the functional uses it fulfills. These uses included support,
comfort and hygiene. The second highest number of responses was recorded for appeal, which
translates into women feeling good about themselves by wearing different styles of lingerie.
Expenditure:
The amount of money that women are ready to spend on their purchase of lingerie has also been
recorded. These figures give us an idea about the price sensitivity of women towards lingerie purchase.

Majority of women are willing to spend in the range of Rs. 300 to 600 on their purchase of lingerie
followed by another group willing to spend Rs. 600-1000.

Salesperson gender:
To ascertain whether sales persons gender impacts women lingerie buying, a yes / no question was
asked.

The numbers were found to be very near with 53 % women responding as yes as while 47% said no.
However, this response clearly states that almost half the women get conscious of the salesperson
gender.

Time spent by women:
Understanding the amount of time spent by women on purchasing lingerie gives us an understanding of
the value associated by women on purchasing lingerie.

Majority of women said that they spend 15 30 min during a usual lingerie purchase followed by
women who take from half an hour to one hour to make the same purchase.
When asked about the level of importance of the following attributes-Comfort, Brand, Style, Price and
Utility , it was found that comfort was the undisputedly the most important factor among all, followed
by the brand of lingerie showing an influence of brand behind the purchase process. In addition to this,
price and style plays a supporting factor behind the purchase with equal weightage



When asked about the choice of fabric-Cotton, Polyster, Lace, Chiffon and Nylon , it was found that
Cotton was the undisputedly the most preferred fabric among all, followed by lace .


Among the factors affecting purchase of lingerie for women, Brand again scores the most whereas Store
layout and aesthetics complements further
Sales
Persons skill
Store layout &
Aesthetics Advertisements Brands
42% 56% 47% 73%

Among the Preferred choice of patterns in the lingerie, solid and floral pattern scores the most.
Solid Floral Polka Dots Animal Print Lacey
69% 60% 47% 18% 47%

Understanding Men Preferences:
Men also play a major role in the sales of lingerie either for gifting them or for assisting women in
making a choice. Several questions were directed to men to understand their perception towards
lingerie purchases.
Role in buying lingerie:
Men were asked about their any previous role in buying lingerie. This question reveals that majority of
men bought it for gifting purpose.
Comfort Brand Style Price Utility
87% 33% 16% 18% 29%
Cotton Polyester Lace Chiffon Nylon
87% 27% 53% 33% 16%

Buying as a gift:
Men were asked whether they would like give lingerie as a gift to women. This question reveals the
association of lingerie with intimacy shared by couples.

Majority of the men said that they will prefer buying lingerie as a gift.
Purpose behind gifting lingerie:
As lingerie as a gift contains some intimacy in itself, hence the major reason for gifting was also
enquired.

Majority of the men gift it for the purpose of visual appeal. This relates to the sensual aspect of lingerie
and how men perceive it to be an intimate object for the couple.
Consciousness in men:
Since lingerie is an entity which is used by women and is considered to be purchased by women from an
orthodox mindset, men tend to have inhibitions during purchasing lingerie. This questions contains
options leading to men becoming more conscious while making the purchase.

Men were allowed to choose more than one option as several factors contributed to their overall
mental state. Highest number of men found it awkward to purchase lingerie when women were present
in the store and equal number of men felt shyness as a reason for making them conscious about
purchasing lingerie.
Mode of buying:
Since men tend to become conscious of their surrounding while purchasing lingerie, hence the mode of
buying will be severely impacted.

Majority of men prefer to buy it from online stores followed men who prefer to buy it from shopping
malls.
Expenditure:
Since men will be using the product for gifting it to others, the prices sensitivity of the product can be
ascertained by asking them about the maximum they would like to spend on lingerie purchase.

Highest number of men reported that they are willing to spend above Rs.1000 (47%) for purchasing
lingerie while the second highest majority is willing to spend between Rs.600 1000. This clearly
indicates that men are not very price sensitive as they will be using it as gift. The sacredness associated
with gift items plays an important role here and hence the expenditures are higher in case of men.

Among the factors affecting purchase of lingerie for men, Brand again scores the most whereas Store
layout and aesthetics complements further
sales person's
skills store layout Advt brands
45% 75% 71% 81%

FOCUS GROUP DISCUSSION (MEN)
The discussion was designed to gather information from the participants in regard to the following
outcomes:
How important is Lingerie for a Woman?
Have you ever assisted in lingerie shopping with your partner??
Source of Brand Awareness of Lingerie
Consciousness/Awareness while making a purchase
Preferred mode of Advertisement for lingerie
Assistance by sales Representative during the purchase
Cost
Factors behind the purchase of lingerie

PARTICIPANT DEMOGRAPHICS:
Eight participants took part in the discussion:
All participants were in the age group of 24-28
2 participants were from East India, 4 participants were from North India and 2 participants
were from West India
2 participants were from Tier 1 cities and 6 participants were from Tier 2 cities
PARTICIPANTS PERSPECTIVES
How important is Lingerie for a Woman?
Clothes which are very visually appealing so a specific type of lingerie is required for that
Also, on special occasions like marriages, valentines day a particular choice of lingerie is
preferred and hence it is very important for a woman
For occasions like anniversary, lingerie can be a good choice for a gift however it doesnt rank
above other popular choice of gifts like jewellery etc
Apart from compatibility of a set of lingerie with the dress that a woman dons, it is important for
her to be comfortable with the people around and the people should also accept it with
equanimity.
For a woman, lingerie helps in arousing the sexual desire in her partner, and hence helps in a
very healthy romantic life
It is very important for a couple to lead a healthy sex life and for the same purpose for a guy,
buying a lingerie is an expression of that intimacy that will hold the relationship longer.



Have you ever assisted in lingerie shopping with your partner??
Colour and style will be the attributes in assistance if the size of lingerie for the partneris very
much in doubt
Material also plays a major role as the feel concept in lingerie is a vital factor
In assisted shopping, the guys always look for the favourite colour of the partner
Source of Brand Awareness of Lingerie:
Enamor, Victoria Secret ,Lovable are the popular brands discussed
The awareness comes through advertisements , magazines and e commerce where one gets a
lot of exposure to new brands
Ads like Jockey relates to fun, whereas Brands like Victoria Secrets connects to Premium
segment and also accommodates factors of intimacy
Consciousness/Awareness while making a purchase:
Discomfort lies even in purchasing women dress and the trouble gets magnified when a guy
goes to a lingerie section
Consciousness also includes the kind of company one is with during the purchase. In normal
cases of buying dresses , if parents are accompanying a guy, he has to be very much be aware
about his field of vision as the stores also have mannequins don with lingerie and guys have to
be particular in avoiding getting observed in the proximity of such visual merchandizing enablers
The level of embarrassment also depends on the city .In metros, the practice of guys visiting
ladies boutique is accepted with equanimity however the same may not be true for non metro
cities and hence consciousness level increases in such locations
Preferred mode of Advertisement for lingerie
Print Media (Magazines ) is a good source of advertisement as the observer has good time to
reflect upon the value proposition the product is trying to offer .However the limitation of
providing all the technicalities stands undisputed
Bill board advertisements is also a good source .However it is very evident that the ad will have
majority of portion covered with image and less of textual information and possibility of effect
of the image as an advertisement will decrease and it might just serve as a visual delight only
Online portals(E commerce ) is a good opportunity to see the gamut of products available .IT
gives more time to compare the attributes and also gives a chance to compare the prices as
well
Assistance by sales Representative during the purchase
When purchase is done for the first time, assistance is required from the sales representatives
(female) as they can guide well on factors of comfort and fittings. However there would be a
difference in communication with the representative depending on the location (conglomerate
retail like Big Bazaar Vs. exclusive boutique of Victoria Secret)
When purchase is done on regular basis, then assistance will not be required as the preference
will be predefined
Online shopping always scores above retail shopping as it helps in price assistance, timing
flexibility and the possibility of consciousness is completely eliminated.
Cost:
As gifting will not be on a regular basis, its worth to spend a little more on lingerie.
However when the purchase is for regular usage, price factor comes into the picture as the
quantity of purchase will be more
Online Shopping also gives an option to avail discounts and in both the cases, its a delight in the
purchase process.
Factors behind the purchase of lingerie
When the purchase is done for gifting on an occasion, the visual appeal is a predominating
factor behind the purchasing as it will help in arousing the sexual desires making the occasion
special a step further.
However, the fact that since it is a body wear, the comfort and fitting attributes cannot be
ignored as problems of fitting and comfort will spoil the joy of gifting of the product and the
underlying desires of intimacy will end in a catastrophic failure, on the occasion and for the
future perhaps.

FOCUS GROUP DISCUSSION (GIRLS)
The discussion was designed to gather information from the participants in regard to the following
outcomes:
1. To understand the features or characteristics considered during lingerie purchase
2. To find out the preferred brands and the reason for preference of specific brands
3. To understand the factors of influence towards a particular brand
4. To understand levels of discomfort towards males salespersons
5. To find out if pricing affects buying behaviour
6. To understand online buying behaviour and role of ecommerce in lingerie purchase
7. To understand views about premium lingerie brands such as Victorias Secret and La Senza
8. To find out levels of comfort with partners buying lingerie
9. To find out the best channels for brands to reach consumers
Participant Demographics
Eight participants took part in the discussion:
All participants were in the age group of 24-28
3 participants were from East India, 3 participants were from North India and 2 participants
were from West India
2 participants were from Tier 1 cities and 6 participants were from Tier 2 cities
1 participant is married, 2 participants are in a relationship, 5 participants are single
Participants Perspectives
Outcome 1: To understand the features or characteristics considered during lingerie purchase
What are the factors or characteristics one considers during lingerie purchase?
All participants rated size as the primary factor considered during lingerie purchase. 4 out of 8
participants mentioned colour as an important decision making factor. 3 out of 8 participants gave very
high importance to comfort. 2 out of 8 participants gave importance to fabric while considering lingerie
purchase. Two participants mentioned they are very loyal to specific brands and experiment within the
brand for colour and fabric.
The following are the primary features considered during lingerie purchase:
Size
Comfort
Fabric
Purpose
Brand
Aesthetic Sense
Most participants also mentioned that the lingerie purpose is also considered. For example: Sports bra
for sporting activities, Strapless bras and thongs for specific dresses.
Outcome 2: To find out the preferred brands and the reason for preference of specific brands
What are the brands worn, preferred, bought and why?
The brands and reasons which influenced the participants for a repeat purchase were:
Bodycare : The participant said fit was very important and this brand satisfies that criteria
Teenager Bra : The participant gives a very high weightage to material and this brand offers
lingerie of comfortable cotton which is ideal for Indian summers. This brand also provides a very
good fir which is a must have for all.
Triumph: Showrooms of this brand has attracted the participants. The trial rooms are a delight
and store layouts are very attractive. Most participants are brand loyalists and swear by this
brand due to their excellent fit
Enamor: Participants said that visual merchandising in their showrooms are very appealing. Trial
rooms are spacious and well lit. Most participants also mentioned that the fit and comfort level
of the brand is very high
Marks & Spencer: Participants mentioned that they are brand loyalists as the comfort factor of
this brand is very high.
Jockey : Participants mentioned that this brand is easily available which offers a variety of fits
and colours
From the discussion, it can be said that most people give a very high preference to store ambience,
visual merchandising, comfort and fit of the brand. These factors attract the customers for repeat
purchase and most customers remain loyal to their respective brand.
Outcome 3: To understand the factors of influence towards a particular brand
What influences one towards a brand?
All participants said that word of mouth and recommendations influence them most towards a
particular brand. They also mentioned that their mothers are their initial influence towards a particular
brand. Participants discussed that salesperson persuasion is an important factor that does influence
buying behaviour. Also, participants agreed that trials affect their purchase decisions very highly.
Participants also discussed that fashion magazine displays does attract them towards a brand or a style.
Outcome 4: To understand levels of discomfort towards male salespersons
As lingerie is a necessity, has one overcome the apprehension towards male salespersons?
The participants had varied experience and inputs for this question. Some of the discussions carried out
were:
7 out of 8 participants felt that there was discomfort and apprehension during the first purchase
from a male salesperson. However, with time they feel that they have overcome this feeling of
discomfort. 1 participant mentioned that although we are in the 21
st
century, she still feels a
level of hesitation while disclosing details such as size to a male salesperson
Small Stores: Most participants said that small stores were primarily handled by male
salespersons. They have never felt a level discomfort enquiring or buying lingerie from them.
Big Showrooms: Most participants say that big showrooms dont have salesperson or female
salespersons are present and all products are on display for trial. One of the stores discussed
was Marks & Spencers. One participant had a negative experience where a male salesperson
was shy and hesitant while answering questions in a big store.
Most participants were hesitant during their first purchase of lingerie from a male salesperson as
disclosing details such as size was a deterrent. However, after years of purchase most were
comfortable buying lingerie from male salesperson. This factor wasnt hindrance for their buy.
Outcome 5: To find out if pricing affects buying behaviour
Does pricing affect purchasing behaviour? What are ones views on lingerie pricing?
The participants said that they tended to overlook price as factors such as fit and comfort played an
important role in their buying decision. Some of the insights of the participants were:
Participants associated different brands with various pricing levels. Most lingerie purchases are
repeated purchases, so there is always prior knowledge regarding pricing. Due to brand loyalty,
pricing is overlooked.
Comfort is a primary concern and participants felt that discomfort at low prices wasnt an
opportunity cost that they were willing to spend on.
1 participant felt that only fancy lingerie is very expensive
1 participant felt that online discounts does lure them towards a buy, but unless they are
assured about the brand and fit, the discounts dont play a major role
Outcome 6: To understand online buying behaviour and role of ecommerce in lingerie purchase
What is ones attitude towards online shopping for lingerie?
All participants agreed that they dont prefer buying a brand unless they have tried it. If it is a previously
purchased brand and style, they may buy it online. However, most participants said that they still
wouldnt prefer a buy without a trial. In this case, discounts and offers are also not attractive. Some
participants say they know of people who try the brand in stores and maybe order it online in case of
online sites are offering lucrative discounts and offers. When they were asked about if they would order
new brands online, it was a negative response from all as they all agreed that without trials and feel of
the material, they cannot make a purchase.
Online purchase is not a very popular medium in India yet, as customers still give high importance to
trials before a purchase in case of bras. Discounts, offers or ease of transaction doesnt attract them.
Outcome 7: To understand views about premium lingerie brands such as Victorias Secret and La Senza
What are ones views about premium brands such as La Senza and Victorias Secret? Are they only one
time buy for occasions such as honeymoons or are they everyday use as well?
Participants feel that their perception about brands such as Victorias Secret and La Senza is that they
are meant for special occasions and very expensive. For the above mentioned brands, because of the
price range and brand projection, considerable amount of thought would go into the purchase of one.
Hence, they prefer not to buy such brands for everyday use. Also, it was a common perception amongst
all that since they are for fashionable purpose, the comfort factor would be low. Most participants claim
to have bought brands such as La Senza, but never have worn it.
The brand perception of premium brands is related to fashion and special occasion use which hinder
customers from buying the same, as they cant associate an everyday use factor with it. People may
buy it for a collection purpose but not for daily wear.
Outcome 8: To find out levels of comfort with partners buying lingerie
What are ones opinions of their partners buying lingerie as a gift?
All participants related a sense of intimacy with their partners buying lingerie for them. They felt that
factors such as levels of comfort, openness and haring played a very important role for this purchase.
Most participants felt that its a grey are for most men and they may not be capable of a buy. One
participant even suggested that she would like to assist her partner in buying lingerie for her.
Common perception about men is that they dont have sufficient knowledge about lingerie and wont be
able to buy it for their partners. Although, most girls would love such a gift, a sense of apprehension
underlies regarding levels of intimacy, openness and capability.
Outcome 9: To find out the best channels for brands to reach consumers
What are the best mediums for brands to reach you?
Most participants agreed that the communication channel chosen depends on the target customers.
Premium brands should focus on fashion shows involving the Bollywood and make it a red carpet event.
But other brands can reach their customers through visual merchandising, hoardings and fashion
magazines. One participant mentioned that most customers are swayed by salesperson persuasion and
this comes from brands which give higher margins to retailers. So, brands should focus on good
relationships with their retailers. Also, an interesting input from another participant was brand
catalogues which could be present in stores. Most participants felt that the experience of lingerie
purchase should be enhanced and that a focus on personal touch will always work in their favour.
Most brands seem to have adopted the perfect medium of communication to their end consumers. A
focus on in store experience and fashion shows for premium brands are a few new mediums that were
discussed.
In-Depth Interview
6 candidates - 3 males, 3 females.
In-depth interview analysis Important Facts
Quality of the product stands out as the most important attribute while
making a purchase
Pricing is not a very important factor, as most candidates believe comfort is
paramount and it is okay to pay more if you are getting more
Comfort, quality, colours, make of the lingerie and aesthetics emerged as
the key influencers while purchasing lingerie
Most people tend to reflect brand loyalty for regular day-to-day lingerie.
For something more lavish and fancy, they are willing to experiment
While gifting, candidates prefer buying something more fancy and are
willing to splurge if required
Online retail is preferred when the customer is going for a repeat purchase.
Where a new product is being tried, a brick and mortar store still wins
Similarly, online retailing discounts greatly affect purchases in case of
repeat buys
Most girls dont feel uncomfortable while purchasing lingerie, irrespective
of whether it is a salesman or a saleswoman they are dealing with
Men, however, still continue to feel a little shy as they feel the society in
general is judgemental when it comes to an issue such as this
Candidates are fast beginning to prefer social media advertising
Only 2 out of the 6 candidates have ever purchased lingerie online.
However, the other 4 stated that they would be very open to purchasing
lingerie online in the near future
Unique facts discovered
Some customers maybe very experimental while making a purchase, while
most others are usually repeat buyers
Most often, men would consider comfort to be a very important factor.
However, on special occasions, aesthetics wins over comfort
Preference for attributes
Each candidate was given a list of 5 attributes and asked to rate in order of
preference. The attributes are as follows
Quality
Price
Colour
Comfort
Fit/Style
Aesthetics
The following chart represents the average importance customers give to each
attribute while purchasing lingerie.


As per our findings, comfort is the most important attribute customers look for
while purchasing lingerie, followed by quality of the product. Colour and style of
the lingerie are the least important factors.




In-depth analysis - Candidates

1. Consumer profile Female, 27, MBA student, Hails from Lucknow
Preference for attributes Comfort, quality, brand, colour and price
Willing to experiment with brands
Has purchased lingerie online positive feedback
Ready to spend substantially on lingerie
Aesthetics are important because it has a high degree of feel-good factor
attached to it
Prefers TV advertisements, followed by Social Media advertising
Still feels uncomfortable when purchasing lingerie from salesman in smaller
shops
0
1
2
3
4
5
6
Quality Price Colour Comfort Style Aesthetics Brand
Importance of each attribute
Attribute

2. Consumer profile Male, 25, MBA student, Hails from Mumbai
Preference for attributes Comfort, aesthetics, quality, brand, price
Believes in spending lavishly as such products are gifted only on special
occasions
Never tried purchasing product online Would feel hesitant about doing so
Confident about purchasing the product by himself, without assistance
from anyone
Feels comfortable about going to a store to purchase lingerie
Most preferred media of advertising Social Media
On special occasions, it is okay to forego a certain degree of comfort for the
sake of aesthetics

3. Consumer profile Female, 24, Working woman, Lives in Kolkata
Preference for attributes Brand, comfort, quality, aesthetics, colour
Very brand conscious Purchases only International brands
Price is the least important factor almost irrelevant while purchasing
lingerie
Very confident personality Sure about what she wants
Would never make a purchase online Lingerie always has to be seen and
felt to be sure its right!
Preferred mode of advertising Social Media
Usually likes light colours for daily wear. Experimental when purchasing for
special occasions
Would be loved to be gifted lingerie by her partner

4. Consumer profile Male, 27, Working, Lives in Delhi
Preference for attributes Comfort, Brand, Quality, Aesthetics, Price
Has purchased lingerie on 2 occasions
Very informed and conscious consumer
When it comes to the purchase of lingerie, believes that comfort is
paramount
Will only purchase a known and reliable brand A good brand guarantees
comfort and quality
Good lingerie can be a mood elevator
Not comfortable about making purchases online
Preferred mode of advertising Magazines, followed by Social Media

5. Consumer profile Female, 20, Studying, Lives in Bengaluru
Preference for attributes Comfort, Price, Quality, Brand
Comfort is paramount as it is a daily usage product
Price conscious Does not spend lavishly on lingerie. Willing to purchase a
lower brand if price is cheaper
Feels a sense of discomfort when goes to purchase lingerie alone Would
prefer to be accompanied by friends, siblings, mother, etc
Has made an online purchase once Not very satisfies. Would prefer to buy
from a brick and mortar store in the future
Preferred mode of advertising Social Media


6. Consumer profile Male, 25, Working, Lives in Guwahati
Preference for attributes Aesthetics, Comfort, Quality, Price
Price is not a very important factor
Has never purchased lingirie
Would feel very uncomfortable about purchasing it publicly in a store.
Shy about talking about the topic
Preferred mode of advertising Maybe magazines. Believes it is a personal
product and should not be advertised very publicly.






CONCLUSION:
We observe that among women, where brand and comfort are key buying
factor in case of lingerie, the purchase is generally at stores and boutique.In
case of men, the purchase is mostly for gifting purpose and yet fighting
against the public embarrassment at boutique and standalone stores, they opt
for online purchase.