You are on page 1of 8

2013

A Sole-Striving arrival in India


Qualitative Marketing Research
Individual Assignment

Submitted byAkanksha Vyas 2012PGP020

12/10/2013

Qualitative Marketing Research

Table of Contents
Abstract ................................................................................................................................................... 3 Significance of the research .................................................................................................................... 3 Background Study................................................................................................................................... 3 Research Problem ................................................................................................................................... 4 Research Methodology ........................................................................................................................... 4 In-depth Interviews ............................................................................................................................. 4 (a) (b) Of Consumers ..................................................................................................................... 4 Of Sellers ............................................................................................................................ 4

Focus Group Discussion ..................................................................................................................... 5 Research Design...................................................................................................................................... 5 Profile of the respondents ................................................................................................................... 5 (a) (b) In-depth Interview ............................................................................................................... 5 Focus Group Discussion ..................................................................................................... 5

Data Collection ................................................................................................................................... 5 (a) (b) (c) In-Depth Interview Questions for Consumers..................................................................... 5 In-Depth Interview Questions for Sellers............................................................................ 6 Questions for Focus Group Discussion .............................................................................. 6

Data Analysis ...................................................................................................................................... 6 (a) (b) (c) (d) (e) Compiling: .......................................................................................................................... 6 Disassembling: .................................................................................................................... 6 Reassembling: ................................................................................................................... 76 Interpretation: ................................................................................................................... 76 Conclusion: ......................................................................................................................... 7

Expectations from the study.................................................................................................................... 7 References ............................................................................................................................................... 8

Page | 2

Qualitative Marketing Research

A Sole Stirring Arrival in India


Abstract
The article talks about the increasing importance of footwear as an accessory with the growing consciousness of fashion among the Indian consumers. The luxury footwear segment for women in India is growing and there is a subsequent decline in the mens brand of footwear. With the recent opening of single-brand retail and allowing 100% FDI in retail, a lot of foreign brands are emerging in the Indian market with an Indianisation in the products they offer. It also highlights the changing trends of the footwear market and the barriers faced by the foreign players to enter into the Indian market.

Significance of the research


The research will give an insight about the key factors which a customer looks upon before purchasing the footwear. Despite of the ease in the regulations by the government, the foreign luxury brands are still not showing the expected growth and progress in the market. This research will help them understand the reason for the current trends of the footwear segment and what are the specific choices of the Indian consumer from the foreign brands. This will also give the consumers a better idea about what is their perspective and what are the alternatives they have in this segment.

Formatted: Underline Formatted: Underline Formatted: Underline Formatted: Underline

Background Study
The Indian footwear market is segmented between organized and unorganized segments of which the organized segment caters to one-third of the market. It represents major Indian and International players like Bata, Liberty, Adidas, Metro etc. while the unorganized sector consists of small cottage based manufacturers. The market is further segmented into men, women and kids segment. At present the women's segment is primarily catered by the unorganized players but factors like increase in number of working women, urbanization and entry of various foreign players into the market with global luxury brands, are expected to drive the purchases from this segment. The women and kids segment are currently at 30% and 15% respectively and is growing faster than the mens segment. According to a recent survey on Indian Luxury Market Holds Strong despite Global Economic Downturn, the slowdown in the economy has not affected the spending patterns of the High Income Groups, with many of them stating that maintaining their lifestyle is an extremely important facet of their life. The main factors that have fuelled the luxury industrys growth are rise in the disposable income, brand awareness among the youth and purchasing power of the upper class in Tier II and Tier III cities in India. The
Page | 3

Qualitative Marketing Research

survey also shows that the luxury market in India is pegged to grow at 25% in 2013 till 2015 and is likely to touch $ 15 billion from current level of $8 billion.

Formatted: Underline

Research Problem
The research problem includes the following: To identify the importance of footwear as an accessory among Indian consumers To explore the key drivers those are leading to the current trends in the men and women segment in the footwear market (Secondary data dependant) Understanding the psyche and preferences for footwear of the Indian luxury consumers To determine the economic condition that are influencing the growth of foreign luxury brands of footwear in Indian market (Secondary data dependant)
Formatted: Underline Formatted: Underline Formatted: Underline

Research Methodology
Qualitative method of research helps in understanding the human behaviour and the reasons that govern such behaviour. To understand the importance of footwear in the lifestyle of an Indian consumer and the trends of purchase of global luxury brands in the Indian market, the following research techniques can be used. Your objectives are focussed on markets and consumers, not on sellers. 1. In-depth Interview (a) Of consumers (b) Of sellers (of foreign brands) 2. Focus Group Discussion

In-depth Interviews
The purpose of conducting an In-depth interview is to get more insights from the consumers about their liking and disliking of the footwear brands. It will reflect the Indian consumers awareness on luxury shoes and the driving factors on which the purchase of the shoes depends upon. It will give a more complete picture of the needs and wants of the consumer and will help in deciding future prospects of foreign brands in India.
(a) Of Consumers:

The consumers will help in knowing which foreign luxury brands are preferred more in the market, the importance of branded footwear in the Indian consumers. The women consumers will be able to tell their preference of purchasing footwear from the unorganized market or the organized retail sector. Very rich women will be your clients, I am not sure they even see the unorganised market, let alone talk about it.
(b) Of Sellers:

The shopkeepers or the dealers will be able to give the brands that are demanded by the consumers the most. They will be able to provide the overview of the scenario of sale of luxury brands in India and the factors which influence the purchase of a particular brand. May be those who already deal with exclusive brands.
Page | 4

Qualitative Marketing Research

Focus Group Discussion


Focus Group Discussion is a way of rapid assessment, semi-structured data gathering method in which a specifically selected group of participants are gathered to discuss about a problem. The process of FGD in this research will help in getting the key attributes or drivers which are considered by the consumers in purchase of footwear. It will give an overall view of the consumer choices and preferences and will be an unbiased approach towards collecting the data. May be you get to know what social influences work through FGD.

Research Design
Profile of the respondents
The most appropriate profile of the respondents for this study will be: People from High Income Group (any specific income range you are looking at?) preferably from the metro cities or the Tier I and Tier II cities / People with high disposable income People who shop from both organized retail stores and unorganized market (Not needed, we are not interested in counterfeit market) People within all age groups, preferably in 20-29 years (Youth) Educated people who are aware of the foreign luxury brands of footwear Gender Both Male and Female (as we want to judge the change in trend in both men and women segment of footwear market). As you see increased trend for womens shoes you can solely focus on women. Interview of 10 customers ( 5- male, 5- female); Based on criterion sampling method which include only those respondents which meet a specific selection criteria. Interview of 5 retailers / Shopkeepers A group of 10 respondents (mix of both buying from organized and unorganized segments) Both male and female

Formatted: Highlight

(a) In-depth Interview

(b) Focus Group Discussion

Data Collection
(a) In-Depth Interview Questions for Consumers 1. What is your age? 2. What is your monthly income? 3. How often do you go for footwear shopping and what is the budget you keep for it? You are not dealing with middle or low-income people so need not ask these questions. When conducting in-depth interview you already know about these people as you do background check. 4. Which brands of footwear do you like to wear? 5. Do you prefer foreign brands or Indian brands? 6. What are the things that you look for in a Footwear brand? 7. Is buying luxury brands just to maintain the status symbol in the society or is it a personal choice? 8. From where do you prefer shopping from unorganized market/shops or from retail stores in malls or branded showrooms specific to some particular brand?
Page | 5

Qualitative Marketing Research

9. What is your view about the Indianisation of global luxury brands that are entering India? You could focus on customisation instead, as the question appears academic. 10. Do you think this is the reason that the luxury brand footwear segment in India is on a growth path? Why should you ask this? 11. Questions should relate to the footwear and its significance on the life and life style of the individual is important?
10.
Formatted: Font: (Default) Times New Roman, 12 pt

(b) In-Depth Interview Questions for Sellers 1. From how long is your shop established? Why ask this question? 2. What is the profile of customers visiting your shop/showroom? You know it. 3. Which luxury (foreign & Indian) brands of shoes do you keep in your shop/showroom? 4. Which particular brand is the most asked for? You may also ask reasons. 5. Which brand has the maximum sales among women? 6. Which brand has the maximum sales among men? 7. Who is the final decision maker in purchase of footwear (male/ female)? 8. What are the attributes which influence the purchase of luxury brands in footwear? 9. Is there a trend in the sales of the branded footwear segment? Is it based on changing fashion or quality of the product? 10. What is the response of the Indian market on the Indian designs of global luxury brands that have started selling in India (like the bridal range from Gucci and jazzy Bollywood range from Christian Louboutin)? (c) Questions for Focus Group Discussion 1. How often do you replace your footwear? 2. What is the minimum budget for shopping of shoes? 3. Which brands do you prefer buying Indian or International? 4. Which style of footwear do you prefer Indian or Western? 5. What is your view about the Indian collection of various International luxury brands like Gucci etc.? 6. Do you prefer a High Quality High Price brand or a Low Quality Low Price brand which can be replaced frequently

Formatted: Normal, Indent: Left: 0.5", No bullets or numbering

Data Analysis
Following are the steps of Data Analysis: (a) Compiling: Identify the key attributes and factors from the data collected using the interview and FGD. Further group the attributes into form sub factors combining the related factors together. Read and review the data. (b) Disassembling: Develop a framework using Background study and data obtained from surveys that were conducted previously. Make notes of all the data that was recorded by the researcher with the help of the technique called Memoing. Code the data into different labels if possible.

Page | 6

Qualitative Marketing Research

(c) Reassembling: Look for specific patterns in the data and display the set of observations in the form of an array or a matrix. Try and find out the similarities and dissimilarities in the data to look for explanations. (d) Interpretation: Identify the key attributes using the above matrix and make a call for action against each attribute. Also give explanation about how you will go about implementing the call for action in each case. These will form the base for the conclusion of the research. (e) Conclusion: After interpreting the results give the substantive propositions of the study.

Expectations from the study


From the study we expect to find the following: Key attributes and factors which are the drivers of purchase of footwear in the Indian market The current preferences of Indian consumers in the foreign luxury brands in footwear The reasons for the changing trends in the men and women segment of the footwear market The future prospects of foreign luxury brands in the Indian market

Page | 7

Qualitative Marketing Research

References
http://www.businessworld.in/news/business/retail/a-sole-stirring-arrival-inindia/747911/page-1.html http://www.businesswire.com/news/home/20121221005648/en/Research-Markets-IndianFootwear-Market-Trends-Opportunities http://articles.economictimes.indiatimes.com/2012-07-29/news/32907684_1_jimmy-chooshoes-manolos/2 http://articles.timesofindia.indiatimes.com/2013-07-13/lucknow/40553428_1_18-broadsectors-engineering-and-telecom-sector-latest-survey http://www.researchandmarkets.com/research/ns3j9g/indian_footwear

Page | 8