Professional Documents
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WILLS LIFESTYLE
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
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customer has started becoming choosy about what to buy. Thus, all firms
are becoming not only customer focused but are also trying to build
relationships with them. This is done by continuously updating
knowledge, information and understanding of the customers needs and
expectations.
Awareness that is displayed by the firms have made consumers take more
interest in their own consumption related decisions. They are keen top
gain more knowledge about taking various decisions related to products
and the promotional influences that persuade them to buy.
Marketers have woken up to the reality that they exist in a competitive
environment, and therefore have to be more customer focused. On the
one hand, the firms are facing liquidity problems, followed by a rising
rate of inflation along with increasing competition eating into their
margins and sales. On the other hand, marketers have observed that the
choice empowered customer cannot be taken for granted. This is
particularly true because of the rapid rise in the average customers
earnings, as well as a sharp drop in the savings rate- resulting in a huge
amount of disposable income to be spent on products and services.Having
a better understanding of consumer behaviour will help companies
become better than their competitors. They will be able to predict the way
a consumer may react to a given set of cues, and thus they will be able to
plan their marketing programs or strategies accordingly.
BUYING MOTIVES
A customer purchases a particular product or service because of a strong
inner feeling or force which instills in him a strong desire to have
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possession of the same. A buying motive can be said to be all the desires
considerations and impulses which induce a buyer to purchase a given
product. Basically, buying motives are of two kinds:
1. Product motives.
2. Patronage motives.
PRODUCT MOTIVES
The impulses, considerations, and desires that induce a person to be
positively inclined to purchase a product is called product motive. The
product is inclusive of the attributes i.e. color, size, attractive design,
package, price etc, which may be the reasons behind product motives.
Product motives can be classified on the basis of the nature of satisfaction
sought by the buyer. Based on this classification, we can have two
categories of product motives:
1. Emotional product motives.
2. Rational product motives.
Emotional product motives: Emotional product motives are those
impulses which persuade a customer to purchase a product spontaneously
without giving prior thought to the consequences of the action or
decision. Evaluation of the pros and cons of the decision or logical
reasoning and analysis is not pertinent in these purchase decisions. Here,
the buyer lets the heart rule over the mind.
Rational product motives: Rational product motives, on the other hand,
involve careful reasoning and logical analysis of the intended purchase.
The buyer will work out whether it is worthwhile to purchase the product.
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The buyer will carefully think and work out the valid and relevant reasons
to justify the proposed purchase of the product.
However, sometimes it has been observed that some product motives may
be a mixture of emotion and rationality. In such a case, a buyer may react
quickly to a situation and make an impulsive buying decision but there
could be some conscious reasoning behind such a purchase. So a more
logical way of classifying product motives is by adding two dimensions
to the product motives- utility and prestige.
PATRONAGE BUYING MOTIVES:
Why do buyers purchase from specific shops? What are the
considerations or factors which persuade the buyers to display such
patronage? These questions can be answered by understanding buyer
patronage motives. Patronage motives can also be categorized into two
groups namely, emotional patronage motives and rational patronage
motives.
Emotional patronage motives: Emotional patronage motives are those
impulses which motivate or persuade a buyer to purchase from specific
shops. There may be no logical reasoning behind his decision to purchase
from a particular shop. He may simply decide to buy from his most
preferred shop, merely based on subjective reasons.
Rational patronage motives: If a buyer solicits a particular shop after
following a logical reasoning of the mind, this is called rational patronage
motives. He may select a shop because it offers a variety of products, or
stocks the latest designs and models, or assures prompt delivery and good
after sales service.
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personal computer, and a new car are all very different. Complex and
expensive purchases are likely to involve more buyer deliberation.
WORKING TOWARDS ENHANCING CUSTOMER SATISFACTION
In the existing business environment, markets are turbulent and
customer needs are fast changing. Therefore, companies should opt for
ways to add value for their customer by offering products or services just
the way they want it. When the customer has to choose from a large
number of options, features, pricing structures and various delivery
methods, offering a unique product to every individual customer will go a
long way in adding value to the consumer decision making process.
Customer satisfaction is a continuous process which does not begin or
end with a purchase. It covers the entire ownership experience from
selecting a product, to purchase, to aftercare to a repeat purchase. Thus,
there are three stages in the customer satisfaction process, namely:
1. Pre sales: During this stage, the customers expectations are
developed
through
the
various
information
sources
like
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NATIONALITY GROUPS
RELIGIOUS GROUPS
RACIAL GROUPS
GEOGRAPHIC GROUPS
Social Class:
It is the divisions of people in the society, which are hierarchically
ordered, and its members share similar values and behavior.
SOCIAL FACTORS
Reference Group
They are the social, economic or professional groups that have a direct or
indirect influence on the persons attitudes or behavior. Consumers accept
information provided by their peer groups on the quality, performance,
style etc of a product. These groups influence the persons attitudes and
expose them to a new behavior.
Family
It is the most influential group as the attitudes, habits and values are
shaped by the familys influence. The members of family play different
roles such as influencer, decider, purchaser and user in the buying
process.
Roles and Status
Roles represent the position we feel we hold or others feel we should
hold when dealing in a group environment. These positions carry certain
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Evaluation of Alternatives
This is an important stage in the process of buying where several
decisions are taken in the evaluation process.
The basic consumer evaluation process is as follows
Firstly
Purchase Decision
While the customer is evaluating the alternatives the person will have
preferences among the various brands, a liking towards a particular brand
will lead to the purchase of the product thus a prospective buyer heads
towards final selection.
Post Purchase Behavior
Once the product has been purchased the consumer will experience some
level of satisfaction and dissatisfaction. If the derived satisfaction is as
per expected satisfaction then it will lead to brand preference and brand
loyalty leading to future purchases. If the purchase does not yield derived
satisfaction then the customer becomes dissatisfied and will lose its
preference.
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The garment sector, however, has emerged as the most globalised sector
in the world today. This sector alone employs about 4.3million workers.
A large segment of the garment sector comprises of a vast domestic
market, while another significant segment caters to the export market.
Most of the units producing for exports are in Tirupur, Delhi and
Mumbai. According to the ministry of commerce, 53per cent of the total
textile exports in 2007-2008, was from the garment sector alone. Nearly
80 per cent of Indian clothing exports go to the USA and the EU where
they face quota restrictions. Apart from agriculture and Patents, textiles
and clothing in particular are the murkiest elements on the stage of world
politics. The struggle on these two sectors continued throughout the
Uruguay round for eight years. Textiles and clothing still remain as the
most contentious issues.
WHAT IS RETAILING?
Retailing is a distribution channel function where one organization buys
products from supplying firms or manufactures the product themselves,
and then sells these directly to consumers. A retailer is a reseller (i.e.,
obtains product from one party in order to sell to another) from which a
consumer purchases products. Restaurants, supermarkets, banks, mailorder catalogs are all retailers .Retailing is the final link in the marketing
channel bringing products and services from the producers and providers
to consumers. As a reseller, retailers offer many benefits to suppliers and
custom For consumers the most important benefits relate to the ability to
purchase small quantities of a wide assortment of products at prices that
are considered reasonably affordable and at right place also. For suppliers
the most important benefits relate to offering opportunities to reach their
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stores
because successful
strategies and tactics vary from one type or retailer to the next, and
knowing what kind of store is to be run is the first step in designing the
marketing programs
RETAILING INDUSTRY IN INDIA
Even though India has well over 6 million retail outlets of all
sizes and styles (or non-styles), the country sorely lacks anything
that can resemble a retailing industry in the modern sense of the
term. This presents international retailing specialists with a great
opportunity.
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to constitute 13% of it i.e. Rs. 2,30,000 crore. The report says that
though people are perceiving that organized retail will hit mom &
pop format hard, but modernizing retail will generate employment
for 15 million people in different activities. Food and grocery
dominated the retail segment with 59.5 per cent share valued at
Rs 7,92,000 crore, followed by clothing and accessories with a
9.9 per cent share at Rs 1,31,300 crore.
The first challenge facing the organised retail industry in India is:
competition from the unorganised sector. Traditional retailing has
established in India for some centuries. It is a low cost structure,
mostly owner-operated, has negligible real estate and labour costs
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with
special
reference
to
WILLS
LIFESTYLE
BANGALORE.
2.3 STATEMENT OF THE PROBLEM
ITC limited had entered into manufacturing of the readymade garment in
the year 2000 under the brand name of Wills Lifestyle and for the same
had the problem of creating awareness in the garment industry which had
already been occupied by various other brands. The consumer had
different preference perception towards the brand Wills Lifestyle in the
market. Therefore a study was chosen to analyse the amount of awareness
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that had been created by them and the consumer behaviour towards the
product( Readymade garments) manufactured by them is studied.
2.4 OBJECTIVES OF THE STUDY
a) To study the shopping behavior the consumer from specialty shop.
b) Customers attitude and perception towards Wills Lifestyle store.
c) Customers expectation and satisfaction levels.
d) To offer suggestion based on the findings.
2.5 NEED FOR THE STUDY
The basic purpose of this study is to analyse the consumer behaviour
towards readymade garments with special reference to WILLS
LIFESTYLE. In the study researcher analyses the behaviour of the
consumer buyer to understand the new opportunities in the market for the
improvement of sales and consumer satisfaction towards the product.
Thus the overall need for the study is to suggest a new marketing strategy
by analysing marketing opportunities towards WILLS LIFESTYLE.
2.6 SCOPE OF THE STUDY
This study is based on a survey conducted in Bangalore city, so it
confirms itself to the analysis of various consumers. It covers information
gathered from the present and future potential customers of Wills
Lifestyle as well as from the respondents who have expressed their views
on readymade garments. The study emphas is on brand awareness and
consumer behaviour towards wills lifestyle product (readymade
garments).
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2.7
RESEARCH INSTRUMENT
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consumer by
Survey Method
b.
Observation Method
c.
Experience Method.
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Personal Interview
Telephone Interview
Mail Interview
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-The secondary data for this research was obtained from textbooks,
brochures and internet. Very little research specific data was available;
hence much emphasis was given to primary data.
2.9 PLAN OF ANALYSIS:
The data collected was tabulated and percentage were determined
the interpretation are presented in form of graph and charts.
Conclusions have drawn and suggestions have been made to the
best of knowledge.
All the work is done under the assumption that the data collected
from the respondents was accurate. Throughout the survey and
throughout the time the report was prepared, errors and mistakes
have been made minimal despite the knowledge o the fact that with
a sample size of 100, various hindrances are bound to occur.
Summary of findings have been recorded and suitable suggestion
are given to improve the business at Wills Lifestyle.
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Utmost care has been taken while preparing this report to see that it
can be clearly understood by the reader as well as beneficial for the
company.
2.10 SAMPLING PROCEDURE
Sampling procedure is a total procedure of selecting the sample size
and following the steps is involved in sampling:
Defining the population
Identifying the sampling frame
Specify the sampling method
Determining the sample size
Specify the sampling unit
Specify the sampling plan
Select the sample.
Sample is a small portion of the total, which can be taken to study
the characteristic of the total. The total is called the entire population or
universe and the representative is called sample. For example, if we have
to study characteristic of two wheeler purchase among college student in
Bangalore, the total population or universe could be approximately
50,000. The sample could be 100 or 150 student, we are going to interact
are called sample. When we will interview them they will show some
characteristic. These can be assumed as characteristic of total.
METHODS OF SAMPLING :
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1. PROBABILITY SAMPLING :
Probability sample is chosen in such a way that each member of
universe have known chances of being selected for a sample. Frequently
techniques are Simple Random sampling, Systematic sampling, Stratified
Random Sampling, Cluster sampling.
SIMPLE RANDOM SAMPLING - In this each member of the population
has a known and equal chance of being selected. For example, if we
have to select 20 brands of any products out of 100 then we can put
100 chits in a box and pick up 20.
SYSTEMATIC SAMPLING - In this method the numbers are chosen in a
systematic way such that each person has a known chance being
selected. For example, if we want to select 25 customers of pizza out
of 75 in Bangalore, then every 5 th customer can be selected. This
method is simple to select the sample size .
. NON PROBABILITY SAMPLING
In no-probability sampling the chance of a particular unit being
selected is unknown, that means the probability of selection is not clear.
There are three types of non-probability sampling.
JUDGMENT SAMPLING - The main characteristics of judgment
sampling are those units or elements in the population are purposively
selected. It is because of this that judgment samples.
CONVENIENCE SAMPLING - In this method the sample units are chosen
on the basis of convenience to the investigator.
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COMPANY PROFILE
3.1 ORIGIN OF THE ORGANISATION
ITC was incorporated on August 24, 1910 under the name of `Imperial
Tobacco Company of India Limited'. Its beginnings were humble. A
leased office on Radha Bazaar Lane, Kolkata, was the centre of the
Company's existence. The Company celebrated its 16th birthday on
August 24, 1926, by purchasing the plot of land situated at 37,
Chowringhee, (now renamed J.L. Nehru Road) Kolkata, for the sum of
Rs 310,000. This decision of the Company was historic in more ways
than one. It was to mark the beginning of a long and eventful journey into
India's future. The Company's headquarter building, 'Virginia House',
which came up on that plot of land two years later, would go on to
become one of Kolkata's most venerated landmarks. The Company's
ownership progressively indianised, and the name of the Company was
changed to I.T.C. Limited in 1974. In recognition of the Company's
multi-business portfolio encompassing a wide range of businesses Cigarettes & Tobacco, Hotels, Information Technology, Packaging,
Paperboards & Specialty Papers, Agri-Exports and Lifestyle Retailing the full stops in the Company's name were removed effective September
18, 2001. The Company now stands rechristened ITC Limited
3.2 GROWTH & DEVELOPMENT OF THE ORGANISATION
In 1979, ITC entered the Paperboards business by promoting ITC
Bhadrachalam Paperboards Limited, which today has become the market
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leader in India. In 1985, ITC set up Surya Tobacco Co. in Nepal as a joint
venture with the reputed Soaltee group. In August 2002, Surya Tobacco
became a subsidiary of ITC Limited. Its name was changed to Surya
Nepal Private Limited (Surya Nepal).
In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper
manufacturing company and a major supplier of tissue paper to the
cigarette industry. The merged entity was named the Tribeni Tissues
Division (TTD). To harness strategic and operational synergies, TTD was
merged with the Bhadrachalam Paperboards Division to form the
Paperboards & Specialty Papers Division in November, 2002.Also in
1990, leveraging its agri-sourcing competency, ITC set
up the
brand,
John
Players
in
2002.
ITC entered the branded packaged Foods business in 2001 with the launch
of the Kitchens of India brand of premium ready-to-eat gourmet cuisines.
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Nagarjuna Circle.
In 2008THE sales of ITC had amounted to $2.98 billion and it made profits worth
$0.64 billion. Its assets were worth $3.57 billion and its market value was
around $19.01 billion. Today ITC provides its products and services in five
separate categories fast moving consumer goods, agri-businesses, hotels,
information technology and paperboards and packaging. In fast moving
consumer goods section ITC offers cigarettes, education and stationery,
foods, safety matches, lifestyle retailing, incensesticks and personalcare.
In hotels section there are a number of hotels of ITC across India. There are
several brands of hotels run by ITC but major group is Welcomgroup. Hotels
of ITC also have some well known restaurants like Bukhara, DumPukht and
Dakshin that provide branded food. In paperboards and packaging section
ITC offers paperboards and specialty papers and packaging services.
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with
worldwide
experience
in
store
designing
and
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VISION
"Sustain ITCs position as one of Indias most Valuable Corporation
through world class performance, creating growing value for the Indian
economy and the companys stakeholders"
MISSION
To enhance the wealth generating capability of the enterprise in a
globalizing environment, delivering superior and sustainable stakeholder
value.
THE WILLS LIFESTYLE BRAND
Wills Lifestyle has been established as a chain of exclusive specialty
stores providing the Indian consumer a truly international shopping
experience through world-class ambience, customer facilitation and
clearly differentiated product presentation. Our stores have established
themselves as preferred shopping destinations in the prime shopping
districts across the country. At Wills Lifestyle, customers can browse at
leisure, and shop in a relaxed and pleasing atmosphere. The use of space
is refreshing, which is reflected even in the spacious changing rooms.
Every store offers an international retailing ambience with the extensive
use of glass, steel and granite, reflecting the most contemporary trends in
store design, thereby creating a splendid backdrop for the premium
offerings. Wills Lifestyle launches two major collections every year Spring/Summer in early April and Fall/Winter in October. Each collection
captures the latest trends and styles in formal, relaxed and evening wear.
Wills Lifestyle was named Super brand 2006 by the Super brands Council
of India recently. Wills Lifestyle has been twice declared 'The Most
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Admired Exclusive Brand Retail Chain of the Year' at the Images Fashion
Awards in 2001 & 2003. Retailer of the Year Award to Wills Lifestyle in
Fashion & Lifestyle category at Asia Retail Congress 2008.Wills
Lifestyle rated amongst the top 5 Luxury brands in the country in a
Global Luxury Survey conducted by TIME Magazine.
Wills lifestyle presents new range in winter 2008 collectionMr. Atul Chand, Divisional Chief Executive, ITCs Lifestyle Retailing
says, The Wills Lifestyle Autumn Winter 2008 collection is refined,
stylish and sophisticated. Keeping In line with the latest international
trends, the look is luxurious with refreshing colours and chic styles. The
collection is truly world class and provides our discerning consumers
with the very best for the season.
2009- Wills lifestyle announced spring/summer 2009 collection.
wills sport summer collection is Exciting vibrant and full of energy this
spring summer. it has also launched glamours collection for men. It
includes yarn dyes focused on neutral bases with bright color stripes.
0n 28 Feb. 2009- ITC personal care business launched the first book in
the Di Wills series essence of hair at the salon De wills during wills
lifestyle India fashion week autumn winter 09 in NEWDELHI
Wills Lifestyle Classic:
This season Wills Classic, new age formal wear, presents a story of
elegance and sophistication.
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LIFESTYLE RETAILING
Over the last three years, ITCs Lifestyle Retailing Business Division has
established a nationwide retailing presence through its Wills Lifestyle
chain of exclusive specialty stores. Beginning with its initial offering of
Wills Sport premium relaxed wear from the first store at South Extension,
New Delhi in July 2000, ITC has in a short span of time expanded its
basket of offerings to the formal segment with Wills Classic formal wear
and to the social evening segment with Wills Clublife, evening wear.
With a distinctive presence across segments at the premium end, ITC has
now initiated a foray into the popular segment with its mens wear brand
John Players thereby aspiring to build a dominant presence in the
apparel market through a robust portfolio of offerings.
ITCs Wills Lifestyle has been established as a chain of exclusive
specialty stores providing the Indian consumer a truly International
Shopping Experience through a meticulously created world-class
ambience, customer facilitation and clearly differentiated product
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With the introduction of premium formal and relaxed jackets in the range,
wills lifestyle will continue to offer the definitive look of the season.
WILLS LIFESTLYLE also offers the customers with
ESSENZA DI
WILLS, an exclusive range of fine fragrances and bath & body care
products for men and women.
ABOUT CLUB WILLS
CLUB WILLS the lifestyle privileges programme of wills lifestyle takes
our relationship with our valued customers beyond fine fashion to the
realm of fine living.
SMART
CHIP
redeeming
of
points.
lifestyle
and
its
premium
partners.
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Despite the current slowdown the apparel major has taken so many
initiatives like focusing more on production side, co-ordinating on loyalty
programmes in a big way. Wills lifestyle will open 10 new stores in 200910. At present it has 55 stores in 30 cities. It is also looking for revenue
sharing in new malls.
3.5 FUNCTIONAL DEPARTMENTS OF THE ORGANISATION:
PRODUCTION DEPARTMENT
Production is the bias activity of all industrial units. All the other activities
revolve round this activity.
The end product of production activity is the certain of goods and services for
the satisfaction of human wants. According to economics, product is an activity
through which the form utility is either created or enhanced. Wills owns and
operates many manufacturing plans. It also sources from hundreds many other
authorized factories in order to always give customers the right garments at the
right price.At present wills has got four factories in Calcutta, Haryana, Patna,
mumbai.
RESEARCH & DEVELOPMENT DEPARTMENTMumbai factory has its own in house R&D department. They instruct the
control of input of raw material and in the process quality control and checking
of finished goods.
Various tests on improvements to the product, product addition or deletion are
conducted.
In R&D department the importance is given to finest quality garments. From the
sales department they get the information about the market i.e., feedback.
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ORGANIZATIONAL CHART
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MANAGING DIRECTOR
AREA MANAGER
SHIFT MANAGER
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analysis
Technical analysis, the study of price action in securities markets in
In Statistics
Other types of analysis1. A Narrative Analysis tells a story using a lot of relevant &
descriptive details; usually organized to tell the story in sequence.
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AGE
NO.OF
PERCENTAGE
RESPONDENTS
Below 20 years
25
25%
20-30 years
40
40%
30-40 years
20
20%
40 and Above
15
15%
TOTAL
100
100%
ANALYSISThe above table analysis the age of the respondents at Wills Lifestyle.
40% of the respondents are between the age of 20-30 years, 25% are
teenagers, 20% fall in 30-40 years bracket and 15% of the respondents
are 40 years and above.
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INFERENCEIt is inferred that the respondents are not evenly distributed on the basis
of age and a high percentage of the respondents are in the 20-30 years
age group.
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GENDER
NO.OF
PERCENTAGE
RESPONDENTS
Male
42
42%
Female
58
58%
TOTAL
100
100%
ANALYSIS
The above table analysis the gender wise classification of the respondents
at Wills Lifestyle.
It is seen that 42% of the respondents are males and 58% are females.
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INFERENCEIt is inferred that the survey group was not distributed evenly on the bases
of gender and there were more females as compared to males.
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TABLE
4.3
SHOWING
THE
OCCUPATION
OF
THE
RESPONDENTS
OCCUPATION
NO.OF
PERCENTAGE
RESPONDENTS
Student
35
35%
Professionals
15
15%
Businessmen
22
22%
Others
28
28%
TOTAL
100
100%
CHART
4.3
SHOWING
THE
OCCUPATION
RESPONDENTS
OF
THE
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INFERENCEIt is inferred that the respondents are not evenly distributed on the basis
of occupation and a high percentage of the respondents are students.
THE RESPONDENTS
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MONTHLY
NO.OF
PERCENTAGE
FAMILY INCOME
RESPONDENTS
Below 25000
10
10%
25000-50000
42
42%
50000-75000
30
30%
18
18%
TOTAL
100
100%
ANALYSIS
The above table analysis the monthly family income of the respondents at
Wills Lifestyle.
42% of the respondents have a family monthly income between 2500050000, 30% fall in 50000-75000 bracket, 18% above 75000 and 10% of
the respondents below 25000.
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INFERENCEIt is inferred that the respondents are not evenly distributed on the basis
of monthly family income and a high percentage of the respondents have
a family income between 25000-50000.
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FACTORS
NO.OF
PERCENTAGE
RESPONDENTS
Retail stores
8%
Exclusive showroom
24
24%
Malls
40
40%
Exhibitions
12
12%
Discount stores
16
16%
TOTAL
100
100%
ANALYSISThe above table analysis the data regarding the shopping preference by
the respondents for their apparels.
It is seen that 40% of the respondents prefer to shop from malls which is
the majority followed by 24% from exclusive showrooms, 16% from
discount stores, 12% from exhibitions and the least being the retail
stores which is 8%.
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
FACTORS
NO.OF
PERCENTAGE
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
RESPONDENTS
Need
13
13%
On impulse
40
40%
During festivals
18
18%
Month end
9%
Special occasion
20
20%
TOTAL
100
100%
ANALYSIS
Festivals, special occasions etc influences the purchasing decision of the
customers.
The above table analysis the data regarding the time of the year people
prefer purchasing their products. It can be observed that 36% of the
respondents are impulsive buyers, 18% buy on special occasion, 16
during festivals, 12% according to their needs and 8% prefer buying on
month ends.
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
INFERENCEThus it can be inferred that majority of the respondent are not time bound
in their purchase and are impulsive buyers.
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
FACTORS
NO.OF
PERCENTAGE
RESPONDENTS
Alone
20
20%
Friends
45
45%
Parents
12
12%
Spouse
8%
Others
15
15%
TOTAL
100
100%
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
FACTORS
NO.OF
PERCENTAGE
RESPONDENTS
Own
12
12%
Friends
45
56%
Parents
24
24%
Spouse
12
12%
Others
7%
TOTAL
100
100%
ANALYSIS
The people who accompany the customer are highly influential on
his/her shopping behaviour.
The above table analysis the purchase opinion given by different people
to the respondents accounting to friends being the majority showing
45%,24% parents,12% take their own decision,12% from their spouse
and 7% depend on others respectively.
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
INFERENCEThus it can be inferred that friends are the most influencing group of all
the groups of people indicating this as the target market.
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
FACTORS
NO.OF
PERCENTAGE
RESPONDENTS
Quality
32
32%
Price
20
20%
Variety
25
25%
Brand
15
15%
Exchange facility
8%
TOTAL
100
100%
ANALYSIS
People have different expectations from different products and to fulfill
them should be the basic objective of any company.The above table
indicates the expectations of the respondents while shopping.
32% of the respondents expect a high level of quality followed by 25%
who expect variety, 20% price, 15% brand and 8% of the respondents
looks for a favorable exchange facility.
.
CHART 4.9 SHOWING THE CUSTOMERS EXPECTATIONS
WHILE SHOPPING
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
INFERENCEThus it can be inferred that the respondents expect high level of quality
while purchasing a product and hence to satisfy them ,the company
should maintain high quality standards
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
FACTORS
NO.OF
PERCENTAGE
RESPONDENTS
Weekly once
10
10%
Once in 15 days
41
41%
Monthly
32
32%
17
17%
TOTAL
100
100%
ANALYSIS
The above table analysis the frequency of visits made by the respondents
to Wills Lifestyle.
41% of the respondents visit once in 15 days ,32% monthly,17% during
special events and 10% of the respondents visit once a week.
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
INFERENCEThus it can be inferred that most of the respondents visit Wills lifestyle on
a frequent basis of 15 days hence requiring periodly updation of the
stock.
TABLE
4.11
SHOWING
THE
COMPARISON
BY
THE
FACTORS
NO.OF
PERCENTAGE
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
RESPONDENTS
United
colors
of 44
44%
Benetton
Provogue
8%
Allen solly
18
18%
Others
30
30%
TOTAL
100
100%
ANALYSIS
In todays market the customer is the king. He has many options for
making his purchase decisions. The above table analysis the data
regarding the respondents preference in purchasing products from other
brands if not Wills Lifestyle.
44% of the respondents prefer to buy from United colors of Benetton,
30% from others, 18% from Allen solly and 8% of the respondents prefer
to buy from provogue.
CHART
4.11
SHOWING
THE
COMPARISON
BY
THE
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
FACTORS
NO.OF
PERCENTAGE
RESPONDENTS
Advertisement
25
25%
Friends
52
52%
Family
10
10%
Others
40
40%
TOTAL
100
100%
were
the
main
source
of
awareness
accounting
to
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
INFERENCEIt can be inferred that friends were the most important source of creating
awareness. Recommendation from others also played an important role
in creating awareness among the respondents
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
FACTORS
NO.OF
PERCENTAGE
Satisfied
Highly satisfied
Neutral
Dissatisfied
Highly dissatisfied
TOTAL
RESPONDENTS
12
2
56
30
0
100
12%
2%
56%
30%
0%
100%
ANALYSISPrice is the most important factor a customer looks for while shopping.
The above table analysis the opinion of the respondent about the price
range of Wills Lifestyle products.
12% of the respondents are satisfied with the price range offered by Wills
Lifestyle but 30% of the respondents are not satisfied with the same. 2%
of the respondents are highly satisfied with the price range. Neutral
accounts to 56% of the total respondent.
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
INFERENCEThus it can be inferred that majority of the respondent have neutral view
about the price range but there is large percentage of respondents who are
not satisfied with the price range offered by Wills Lifestyle.
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
FACTORS
NO.OF
PERCENTAGE
Satisfied
Highly satisfied
Neutral
Dissatisfied
Highly dissatisfied
TOTAL
RESPONDENTS
39
34
22
3
2
100
39%
34%
22%
3%
2%
100%
ANALYSISThe above table analysis the opinion of the respondents about the Wills
Lifestyle location.
39% of the respondents are satisfied with the present location of the store
but 3% of the respondents are not satisfied with the same whereas 34% of
the respondents are highly satisfied with the location and only 2% are
highly dissatisfied with the current location. Neutral accounts to 22% of
the total respondents.
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
INFERENCEThus it can be inferred that majority of the respondents are satisfied with
the location but there is a very small percentage of respondents who are
dissatisfied regarding the location of the store.
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
FACTORS
NO.OF
PERCENTAGE
Satisfied
Highly satisfied
Neutral
Dissatisfied
Highly dissatisfied
TOTAL
RESPONDENTS
60
18
18
2
2
100
60%
18%
18%
2%
2%
100%
ANALYSIS
The above table analysis the opinion of the respondent regarding the
interiors of Wills Lifestyle.
60% of the respondents are satisfied with the interiors of the store but 2%
of the respondents are not satisfied with the same whereas 18% of the
respondents are highly satisfied with the interiors and only 2% are highly
dissatisfied with the present interiors. Neutral accounts to 18% of the total
respondent.
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
INFERENCEThus it can be inferred that majority of the respondent are satisfied with
the present interiors.
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
FACTORS
NO.OF
PERCENTAGE
RESPONDENTS
Satisfied
50
50%
Highly satisfied
10
10%
Neutral
34
34%
Dissatisfied
6%
Highly dissatisfied
0%
TOTAL
100
100%
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
INFERENCEThus it can be inferred that a very high percentage of the respondents are
satisfied with the quality of the products.
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
FACTORS
NO.OF
PERCENTAGE
RESPONDENTS
Satisfied
37
37%
Highly satisfied
4%
Neutral
51
51%
Dissatisfied
8%
Highly dissatisfied
0%
TOTAL
100
100%
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
INFERENCEThus it can be inferred that majority of the respondent have neutral view
about the product range but there is large percentage of respondent who
are satisfied with the current product range offered by Wills Lifestyle.
NO.OF
PERCENTAGE
RESPONDENTS
Satisfied
48
48%
Highly satisfied
17
17%
DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE
Neutral
33
33%
82
Dissatisfied
2
2%
Highly dissatisfied
0
0%
TOTAL
100
100%
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
INFERENCEThus it can be inferred that majority of the respondent are satisfied with
the customer service at Wills Lifestyle and very small percentage of
respondent who are dissatisfied with the current service offered at Wills
Lifestyle.
FACTORS
NO.OF
PERCENTAGE
RESPONDENTS
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
Satisfied
Highly satisfied
Neutral
Dissatisfied
Highly dissatisfied
TOTAL
8
0
52
30
10
100
8%
0%
52%
30%
10%
100%
ANALYSIS
Periodly Discounts and special offers appeal to the customers
The above table analysis the opinion of the respondents about the various
discounts and offers given by Wills Lifestyle.
8% of the respondents are satisfied with the discounts and other offers
given by Wills Lifestyle but 30% of the respondents are not satisfied with
the same. Only 10% are highly dissatisfied with the discounts and offers.
Neutral accounts to 52% of the total respondent.
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
INFERENCEIt can be inferred that majority of the respondent were dissatisfied with
the various discounts and offers offered by Wills Lifestyle.
TABLE
5.14
SHOWING
THE
CUSTOMERS
PERCEPTION
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
FACTORS
NO.OF
PERCENTAGE
Excellent
RESPONDENTS
30
30%
Good
62
62%
Fair
8%
TOTAL
100
100%
ANALYSISThe above table analysis the data regarding the overall rating of the Wills
Lifestyle showroom by the respondents.
CHART
5.14
SHOWING
THE
CUSTOMERS
PERCEPTION
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
INFERENCEThus it can be inferred that a very high percentage of the respondents are
happy with the wills lifestyle store in regard to product,variety, quality
etc.
TABLE
5.15
SHOWING
THE
CUSTOMERS
PERCEPTION
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
FACTORS NO.OF
PERCENTAGE
RESPONDENTS
YES
NO
CAN'T
61
32
7
61%
32%
7%
SAY
TOTAL
100
100%
ANALYSIS
The above table analysis if the display in the showroom has any appeal to
the respondents of the Wills Lifestyle.
61% of the respondents found the display appealing whereas 32% of the
respondents were not satisfied. 7% were not certain to say about it.
CHART
5.15
SHOWING
THE
CUSTOMERS
PERCEPTION
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
NO.OF
RESPONDENTS
more 13
PERCENTAGE
13%
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
awareness
improve quality
less pricing
more outlets
any other
more
offers,
9
42
16
0
20
9%
42%
16%
0%
20%
discounts
TOTAL
100
100%
ANALYSISThe above table analysis is the data about the suggestions of customers
regarding improving the market share of the company in present
situation.
42% of the customers opinion is to decrease the price of the garments,
20% suggest to offer more discounts, 13% suggest to create more
awareness in the market,16% tells that outlets should be increased, only
9% suggest about improving the quality of the garments, there are no any
other suggestion.
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
SUMMARY OF FINDINGS
Based on the analysis and interpretation we have the following findings:
High percentage of the respondents is in the 20-30 years of age group.
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
regarding price, product range and the discounts and offers provided
by Wills Lifestyle. There were very few respondents who were either
highly dissatisfied or dissatisfied regarding the above.
High percentage of the respondents are happy with the overall
performance of Wills Lifestyle including the display which is of a
great appeal to them.
6.1
RECOMMENDATIONS:
1. As there is very low store loyalty among the respondents, Wills
Lifestyle has to create a niche for itself.
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
2. As it is found that friends are the most influencing group for all the
group of people, Wills Lifestyle should consider this as there target
market and target this group for increasing their sales.
3. As Wills Lifestyle clothing and accessories is a part of ITC group it
should spend more on advertisement and sponsor corporate events
to create awareness Advertisement through radio and newspaper
will help them to create awareness to a greater extent.
4. Wills Lifestyle should try and create more awareness for its low
priced products because only handful of people know about this
and most of them perceive that Wills Lifestyle products are high
priced.
5. Though few people are not satisfied with the current location for
various reasons, Wills Lifestyle should try and open few more
branches in some of the main area away from current location.
6. Wills Lifestyle should give more discounts and offers particularly
during local festival or main festivals and should create awareness
for the same through newspaper or radio or by putting hoardings at
main places.
7. Respondents feel that Wills Lifestyle has limited sets of design.
They suggest Wills Lifestyle should introduce few more sets of
design and create awareness for the same through window display.
8. Respondents prefer Wills Lifestyle products in other shopping
malls. For the same they suggest Wills Lifestyle to keep their
products in big shopping malls because there is a large percentage
of respondents who shop only in big shopping malls and not in any
exclusive store. So availability of products at different places will
increase the sale and create new customers.
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
6.2 CONCLUSIONS
Modern marketing is consumer oriented. Market survey on consumer
behavior is very much essential for every marketer to make decisions.
The purchasing power of the consumer has also increased giving rise to
his wants and needs. It is over here that retail outlet such as Wills
Lifestyle has come into picture satisfying the various consumer needs.
From the survey conducted on the consumer behavior towards Wills
Lifestyle the following can be concluded:
1. A large number of customers are satisfied with the variety of the
products but according to a small percentage of customers the
varieties should be increased.
2. More than half of the respondents are happy with the quality and
availability of the products.
3. Most of the Customers are delighted with the location of the Wills
Lifestyle as it is located in the midst of Bangalore city, but not all.
4. Since price is the most important factor the customers look in, wills
lifestyle has not succeeded much in keeping up its image for value
of money, as its price has been rated neutral followed by many of
its customers being dissatisfied.
5. Most of the customers are satisfied with the present ambience and
the customer services offered by Wills Lifestyle.
Thus it can be concluded that Wills Lifestyle has succeeded in keeping up
its image by providing variety of products, quality but needs
improvement in regard to price and offering value for money to their
customers.