The aim of marketing is to meet and satisfy target consumers needs and wants. The field of Consumer Behaviour studies how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. Predicting consumer behaviour and knowing customers is a difficult task. Customers may say something but do another. Organizations and marketing managers need to understand the secrets behind consumer behaviour and develop mechanism to measure them also. The marketer should identify and map consumers behaviour and then try to develop marketing strategy to satisfy customers and retain them for longer period of time. The ultimate objective of any business is to earn profit by satisfying and retaining customers. This is easier said than done. This is because consumers need evaluation is a dynamic process and what consumer states as a need or want may not guide him to make the expected purchase decision. The consumers buying behaviour is influenced by cultural, social, personal, and psychological factors. Cultural factors exert the broadest and deepest influence. Sometimes even consumer may not be aware about his deeper motivations and the reason why of buying and may change his mind. In spite of such diversities among consumers there are many similarities in their behavioural pattern. Results from such studies will help marketer to proactively design a marketing offer which consumer is likely to ask.
3
INTRODUCTION TO THE TOPIC Meaning of Buying Behaviour
The term Consumer Behaviour refers to the study of how individuals make decisions to spend their available resources on consumption related items. Studying customers provide clues for developing new products, product features, prices, channels, messages, and other marketing-mix elements.
DEFINITION: -
Consumer Behaviour is the process and physical activity individuals engage in when evaluating, acquiring, using, and disposing of goods and services. :Louden-Dellabitta Consumer Behaviour refers to the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. Study of Consumer Behaviour is the study of how individuals make decisions to spend their available resources like time, money and effort on consumption related items. : Schiffman and Kanuck In order to survive and grow the organization has to delight the customers. Consumers will be delighted if they get more than what they expect. Study of consumer behaviour helps in knowing their expectations and the sacrifices they are ready to make in order to fulfil those expectations. Study of consumer behaviour assumes that consumers are actors in the market place. Consumers play various roles in the market place. Starting from information provider to consumer, from user to payer and to disposer, consumers play roles in the decision process. 4
Different people play different roles in different stages of purchase. A purchaser or customer may not be the same person for example a person who purchases a product for the family may not be the consumer of the product. Consumers may take the form of an organization or group. Decisions by organizations and groups can be studied as organizational buying behaviour or group buying behaviour. An enterprise-oriented decision making is organizational buying behaviour, family behaviour can be termed as group buying behaviour. It is important to know how a consumer makes his decision regarding buying, or not buying any product, service, idea, concept or thought.
The buying decision process:-
Marketer needs to develop an understanding of how consumer actually makes the buying decisions. He must identify who makes the buying decision, the types of buying decisions; and steps in the buying process.
Buying Roles:- The following are the roles played by the people in consumer decision making process.
Initiator: - The person who suggests the idea of buying the product or services. Influencer: - The person who influence buying decision through his opinion or advice. Decider: - The person who decides on any component of a buying decision: Whether to buy, what to buy, Where to buy, or how to buy. Buyer: - The person who makes the actual purchase. User: - The person who consumes or uses the product or service.
5
Types of Buying behaviour:-
Four types of buying behaviour can be identifies based on the degree of buyer involvement and the degree of difference among buyers.
Complex Buying Behaviour:-
The consumer displays complex buying behaviour when he is highly involved in the purchase of the product and can observe significant differences among brands. Complex buying behaviour involves three steps: - First, the buyer develops belief about the product. Second, he develops attitudes about the product and third, he makes the thoughtful choice. The complex buying behaviour is exhibited in case of expensive, infrequent, risky and highly self expressive like automobiles.
High Involvement Low Involvement Significant Differences Between Brands Complex Buying Behavior Variety Seeking Buying Behavior Few Differences Between Brands Dissonance Reducing Buying Behavior Habitual Buying Behavior
6
The marketer of a high involvement product must understand consumers information gathering and evaluation behavior. The marketer needs to develop strategies that help buyer in learning about products features and their relative importance, and positioning of company brand on more important attributes. The marketer must judiciously use promotions to communicate brand benefits. Dissonance Reducing Buying Behaviour:- Sometimes consumer is highly involved in the purchase but sees little difference in brands. The high involvement is based on the facts the purchase is expensive, infrequent, and/or risky. In this case, buyer will shop around to learn what is available. If the consumer finds little difference, he may buy on the basis of price or convenience. After the purchase, the buyer may notice certain undesirable features or below expectation experience or may hear favourable views about other brands. In this case consumer is likely to experience dissonance. Dissonance is a state of consumers mind when he experiences a gap between an expected performance and a real performance of the product. Consumer will then collects favourable information about his purchases and develop positive beliefs about his choice which will reduce dissonance. Variety Seeking Buying Behaviour: - Sometimes the consumer shows low involvement behaviour but there is a significant brand difference. Consumers show a high level of brand switching 7
behaviour. Consumers buy chocolates without considering any such variable and for no reason switch brands to test the variety in the market. The brand switching tendency is not due to dissatisfaction but due to need for variety. Habitual Buying Behaviour:- Many products are purchased with low involvement and without perception of differences among different brands available. E.g. Salt. Consumer shows low involvement in case of low cost, frequently purchased products. The consumer decision making is based on brand familiarity rather than brand conviction. The price, convenience or point of sale offer would play decisive role in buying. Marketer would often induce product trial in such types of products. The consumers usually do not evaluate the post purchase performance of such products. Stages In Buying Decision Process:- Consumers pass through different stages during buying process. Marketer would learn about the stages of buying process through four methods. 1. Introspective method: - They can about how they themselves would act for purchasing. 2. Retrospective method: - They can interview recent buyers to collect information about buying process. 8
3. Prospective method: - They can locate prospective customers and ask them the process they are going through and their action in future. 4. Prescriptive Method: - They can ask customers to describe the ideal way to buy the product. Generally teenage buying decision process can be divided in to five stages: - Problem Recognition Information Search Evaluation of Alternatives Purchase Decision and Post Purchase Evaluation. All consumers may not go through all of the five stages. E.g. Purchaser of low involvement product would not go through all the stages. However, Buyer of high involvement products would pass through all the stages.
9
Indian Textile Industry:
Indian Textile Industry is one of the leading textile industries in the world. Currently it is estimated to be around US$ 52 billion and is also projected to be around US$ 115 billion by the year 2012. The current domestic market of textile in India is expected to be increased to US$ 60 billion by 2012 from the current US$ 34.6 billion. Though was predominantly unorganized industry even a few years back, but the scenario started changing after the economic liberalization of Indian economy in 1991. India textile industry largely depends upon the textile manufacturing and export. It also plays a major role in the economy of the country. India earns about 27% of its total foreign exchange through textile exports. Further, the textile industry of India also contributes nearly 14% of the total industrial production of the country. It also contributes around 3% to the GDP of the country. India textile industry is also the largest in the country in terms of employment generation. It not only generates jobs in its own industry, but also opens up scopes for the other ancillary sectors. India textile industry currently generates employment to more than 35 million people. It is also estimated that, the industry will generate 12 million new jobs by the year 2010. Various Categories:
Indian textile industry can be divided into several segments, some of which can be listed as below:
o India retained its position as worlds second highest cotton producer. o Acreage under cotton reduced about 1% during 2008-09. o The productivity of cotton which was growing up over the years has decreased in 2008- 09. o Substantial increase of Minimum Support Prices (MSPs). o Cotton exports couldn't pick up owing to disparity in domestic and international cotton prices. o Imports of cotton were limited to shortage in supply of Extra Long staple cottons.
Globalization of Indian Textile Industry
The initiation and development of globalization and Indian textile industry took place simultaneously in the 1990s. The Indian textile industry is one of the largest textile industries in the world and India earns around 27% of the foreign exchange from exports of textiles and its related products. Further, globalization of India textile Industry has seen a paradigm increase in the 'total industrial production' factor of this Industry, which presently stands at 14%. Furthermore, the contribution of the Indian textile Industry towards the gross domestic product (GDP) of India is around 3% and the numbers are steadily increasing. The process of globalization and Indian textile industry development was the effect of rapid acceptance of 'open market' policy by the developing countries, much in the lines of the developed countries of the world.
The globalization of the Indian textile sector was the cumulative effect of the following factors -
Huge textile production capacity Efficient multi-fiber raw material manufacturing capacity 11
Large pool of skilled and cheap work force Entrepreneurial skills Huge export potential Large domestic market Very low import content Flexible textile manufacturing systems
The Indian textile industry consist of the following sectors -
Man-made Fiber Filament Yarn Industry Cotton Textile Industry Jute Industry Silk and Silk Textile Industry Wool & Woolen Industry Power loom Sector
An approximate number of textile manufacturing companies operating in India are given below:
Badges, emblems ribbons and allied products - 175 Bed covers, curtains, cushions and other draperies - 2471 Carpets and rugs - 270 Embroidery and embroidered garments, made ups and furnishing - 848 Fabrics and textiles - 3013 Yarns and threads - 1201 Jute products - 337 Kids apparel and garments -1052 Ladies apparel and garments - 2932 12
Men's' apparel and garments - 2936 Miscellaneous garments, textile and leather accessories - 1658 Yarns and threads - 1201 Wool, woolen garments, blankets and accessories - 468 Textile chemicals, dyeing and finishing chemicals - 239
What is Brand?
A brand is a product but adds other dimensions that differentiate it in some way from other products designed to satisfy the same need. A brand is a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present.
Brand Elements
A variety of brand elements can be chosen that inherently enhance brand awareness or facilitate the formation of strong, favorable, and unique brand associations:
Brand Name Logo Symbol Character Packaging 13
Slogan
Why do brand matter? To consumers
Identification of sources of product Assignment of responsibility to product maker. Risk reducer Search cost reducer Symbolic device Signal of quality Promise or bond with product or maker
Why do brand matter? To Manufacturer
Means of identification to simplifying handling and tracing. Means of legally protecting unique feature. Signal of quality Means of endowing products with unique associations. Sources of competitive advantage Sources of financial returns
Source : Foreign Trade Statistics of India (Principal Commodities & Countries) DGCIS, Kolkata. Technology in Garment industry The garment industry in India is betting on technology as one of the major growth factors for the industry. The Indian apparel industry, which took off in the mid 60s, is worth around $15 billion now. The growth over the years has been significant, and technology does have a role to play in that. In fact, the industry has evolved gradually in terms of technology adoption and has reached a critical mass today. The apparel technology solution market in India is over Rs 1,000 crore today and is growing regularly. Automated machines for cutting, sewing, button-holes, CAD/CAM for pattern-making, etc, have brought down 15
the cost of production considerably. As a result, garment companies now focus on technology to be productive and cost-effective at the same time. In terms of advancements in automation, Mr Mahajan said: Today we even have under bed trimmers which stitch and trim excess thread simultaneously. This means a huge saving on threads and excess manpower. There are automated machines for stitching collars and cuffs, finishing machines, pressing machines, etc. There are more than a thousand garment manufacturing units in the country today, out of which less than 200 are big players while the rest are in the small and medium enterprises (SME) segment. One of the major restrictions in terms of using technology is the huge initial investment. But, technology adoption doesnt come easy to this industry. For, at least an investment of Rs 2 crore is required for automating a 100-machine garment unit. Not only has the cost of technology been a deterrent, this has also placed India in a position much below other countries such as China, Sri Lanka and Korea, in terms of production efficiency. Automation can bring down the total cost of production by at least 10 to 15 per cent, out of which the saving on fabric alone would be 5 to 7 per cent, according to most of the industry players.
16
COMPANY PROFILE ADITYA BIRLA NUVO
Aditya Birla Nuvo Ltd., is the Aditya Birla Group's most diversified conglomerate, with a turnover of Rs. 3860.62 crore for FY 2010. It is a leading player in its key business segments, including viscose filament yarn (VFY), carbon black, branded garments, textiles and insulators. Over the past three years, Aditya Birla Nuvo through its subsidiaries has made successful forays into insurance, IT services and Business Process Outsourcing (BPO), striking a balance between manufacturing, brands and services.
A leading player
:: The second largest producer of viscose filament yarn (VFY) in India :: The largest branded apparel company in India. :: The second largest producer of carbon black in India. :: Life insurance joint venture, Birla Sun Life Insurance Company Ltd, is India's second largest private sector insurance company. :: Insulators joint venture with Birla NGK Insulators Pvt Ltd is India's largest and world's third largest producer of insulators. :: Emerging player in high growth IT services and BPO sector.
17
Capacities
Business Capacity Viscose Filament Yarn (VFY) 17,000 tpa Caustic soda 41,975 tpa Carbon black 170,000 tpa Flax yarns 6,036 spindles Wool combing 4,000 tpa Worsted yarns 21,136 spindles Synthetic yarns 50,208 spindles Linen / fire retardant fabrics / other fabrics 53 looms Insulators 36,000 tpa BPO 1,656 seats
Expansion underway
Business Capacity Caustic soda 31,025 tpa Wool combing 4,000 tpa Carbon Black 50,000 tpa BPO 450 seats
18
Company Profile Madura Garment
Madura Garments, Aditya Birla Nuvo's garments division, is a market leader in branded apparel. It offers a wide range of ready-to-wear clothes to cater to every market segment. Its power brands are Van Heusen, Louis Philippe and Allen Solly. Its popular brand is Peter England, and its youth brand is San Frisco. Exclusive showroom space has been expanded to two lakh sq.ft including retail formats such as 41 Planet Fashion and nine Trouser Town showrooms in India and another nine Planet Fashions in the Middle East. The thrust is on new product innovations. The Company is aggressively marketing its new initiatives like superior-crafted suits under all the brands, Allen Solly's women's wear and jeans, as well as leveraging its retailing and brand strength though licensing in select areas such as leather goods, ties and other accessories. Madura Garments' fully fledged design studio at Bangalore, headed by a Europe based designer, constantly works on innovations to stay in tune with changing trends and customer aspirations, keeping brands refreshed and on the cutting edge. Suits and jackets from the recently set up state-of-the-art manufacturing facility stack up with the best-in-class global brands, including formal suits crafted with Italian technology. The launch of Allen Solly women's wear has also met with an overwhelming response. Louis Philippe and Allen Solly were accorded the prestigious Super brands status, which marks them among the 101 most powerful brands across categories in India. Madura Garments was adjudged as the Best Apparel Company in the Clothing & Manufacturers Association of India (CMAI) 19
awards. Allen Solly Womens Wear got the award for the best Womens Wear brand. Madura Garments key brands
:: Louis Philippe Louis Philippe's range of superbly crafted garments makes an exclusive fashion statement that is accepted as a status symbol, recognized by its distinctive icon - 'The Upper Crest'. :: Van Heusen Van Heusen has redefined corporate attire through continuous product innovation and exclusive collections. :: Allen Solly Allen Solly popularized the Friday dressing concept in India. It has won the IFA Images 2001 'Best Brand Award' in the readymade menswear apparel category. With the launch of its women's wear in December 2001, Allen Solly has made a successful foray into the growing women's work and casual wear market. :: Peter England This mid-segment shirt has effectively penetrated the mini metros. It has won several awards, including 'Shirt of the Year 2000' and 'India's most admired menswear brands 2001'. :: SF Jeans Positioned as the 'bad boy of denim' with a slew of radically different designs and fits, SF Jeans is targeted at the 18 to 21-year-old youth. SF Jeans are available in multiple styles such as the 'Oil and Grease Collection' a line of denim that takes its inspiration from the garage mechanic's overalls and the 'Permanently Creased Collection' which has wrinkles and creases that normally appear after years of wear. These jeans are available in boot cut, low waist and belt less frayed styles. 20
OPERATIONAL STRATEGY Drivers to Growth BEST PEOPLE IN THE INDUSTRY STRONG BRANDS FURTHER STRENGTHENED BY BRAND DEVELOPMENT EXERCISES TRANSFORMATION FROM SHIRTS BRAND TO LIFESTYLE BRANDS TRANSFORMATION FROM WHOLESALE TO RETAIL ORIENTATION ROBUST SUPPLY CHAIN - MANAGING MULTIPLE PRODUCT CATEGORIES AND MULTIPLE CHANNELS. JUDICIOUS MIX OF OWN AND OUTSOURCED MANUFACTURING STRONG DESIGN AND PRODUCT DEVELOPMENT CAPABILITIES Mission is to be Indias leading clothing company 1. By achieving World Class Standards 2. Quality, Customer Service, Design and Brand Equity 3. Through empowered and motivated employees Madura Garments is unquestioned Indian market leader for branded mens wear with sales of Rs. 548 crore in 2010 has maintained growth rate of 35-40% for last many years.
21
Company is pioneers of ready-to-wear in India 1. Louis Philippe launched in 89 the first national level up-market mens shirt. 2. Van Heusen launched in 1990, positioned as International corporate wear . 3. Introduced concept of Friday Dressing with Allen Solly in 1995. 4. Launch of mid-priced Peter England in 1997 - currently the largest selling shirt brand in India . 5. San Frisco Trousers - Great trousers that last - launched in 1999.
Also does Contract Exports of high value, high quality shirts to select private labels.
22
Madura Garments now has essentially three businesses Premium Brands Mid Priced Brands Peter England Mid-priced shirt brand - the honest shirt. It is Indias largest shirt brand. San Frisco Recent foray into trousers. Mid-priced positioning as the "Hard working trousers." Byford Knitwear brand for Socks and T-shirts. Leading International position for under clothes Contract Exports All three businesses exhibit widely different characteristics Segment Key Success Factors Premium Brands Fashion, Innovation, Retail Image and Identity Mid Priced Brands Distribution Reach, Replenishments, Brand Salience, Retail visibility Contract Exports Price Competitiveness, Delivery response, Quota Louis Philippe Up market top of the line brand. Enjoy "Upper Crest" status symbol. Van Heusen Powerful contemporary corporate wear. It is one of the largest shirt brands in USA. Allen Solly Smart Casual Line. It pioneered the "Friday Dressing" concept. 23
Madura Garments is a virtual company with 1030 employees, Investment of Rs. 535 crore and Sales Revenue of Rs. 845 crore. COMPETITION Tailor Made Ready Made 1. Textile Mills integrating forward. e.g. Raymonds, Arvind, Bombay Dyeing, Mafatlal, Siyarams, etc. 2. Garment Exporters focussing onto domestic market e.g. Zodiac, Color Plus, Lerros, Weekender, Wearhouse, etc 3. Retail Chains bringing own Brands, e.g. Shoppers Stop, Westside, Pantaloon, etc. 4. Fabric Distributors diversifying into Garments, e.g. Crocodile, Pan America, etc. 5. Other Localized competition e.g. Cambridge in Bombay, Turtle in Calcutta, etc. MENS READY-TO-WEAR INDUSTRY Market size is estimated at Rs. 6000 crore (1999), Rs. 15000 crore by 2010. Branded sector share is currently about 25% of market; expected to be about 45-50% share by 2010. Market is expected to grow at about 8-10% p.a. While branded formal wear will grow at about 10-11%, Branded semi-formal/casual will grow at about 20-22%. Growth drivers 1. Emergence of large scale organized retailing 2. Change in consumer aspirations / lifestyles 24
3. Launches in the Mid value / Economy Segments Business Opportunities 1. Rapid shift on going from tailor-made to ready-made garments in shirts and trousers. 2. Current readymade usage is 20% in shirts and less than 5% in trousers. 3. Per capital clothing usage increasing in casual wear. 4. Urban women's wear will shift to western style clothing over the next 10-15 years.
25
About Peter England
Peter England as a brand has a rich heritage. It began in the year 1885 when foundation was struck for 5 storied building in Ireland. In 1888 Peter England factory came in to being. It was during 1889-1902 that the company expanded when it got the order for outfits for British soldiers for the Boer war. The order was large and it demanded quality merchandise at Honest to- goodness price.
The brand came to India in 1997. During that period there was a huge potential for a mid segment shirts in the 60mn pieces Indian shirt market. The industry was dominated by in store brands and the consumers have to painstakingly check for the right shirt. The then owners of Peter England (Indian Rayon) wanted to tap this segment. Thus, evolved the idea of a brand that aims to shorten the buying process of the consumer. Research also revealed that the consumers perceived premium shirts as overpriced and there was a need for such a national brand. Also another insight was that the market had a perception that good things happen to people who wear good clothes. Peter England was initially positioned as an Honest Shirt. The strategy clicked and has to click because the product was very good and the price was excellent. It just fit in to ones budget. The target market for the brand was the 24-28 ambitious and career oriented youth. In order to make sure that the excitement remains, Peter England came out with various ranges and varieties of shirts. The brand also extended to trousers with the same positioning. Although some of the variants like English Cottons compromised on quality, the brand still enjoys a good equity in the targeted customers min. 26
In 2002 the brand made a slight makeover. The positioning changed to Honestly Impressive. The aim is to make the brand more than just value for money proposition but also as a lifestyle brand. It has maintained its value proposition unchanged. Peter England is a brand that clearly shows a marketer that it is possible to sell... Honestly. The Peter England People (PEP) brand is marketed through Peter England Fashions and Retail, a division of Aditya Birla Nuvo, which is one kind of specialty store. The PEP brand, which is distinctly different from its more retail brand, will be rolled out through 80 stores spread over 34 cities across India in the next three to five years. After Mumbai, the next stop for launching the new retail brand will be Bangalore, which will be immediately followed by Hyderabad and Delhi by early June. And by the end of the fiscal, the company expects to have 10 such stores across different cities. Each store will be spread over 10,000 to 15,000 sq ft. PEPs hallmark will be the concept of a family store, where Peter England brands of mens, womens and kids wear will be on the shelves. Peter England, the hallmark of honesty, started off with shirts and now Comprises of the entire men's wardrobe containing the full range of garments. Popular for lifestyle brands. The largest selling shirt brand in the country. Owned by Madura Garments in India with a retail value of 130 crores.
27
The Honest Shirt Honestly Impressive
28
Formal Wears Casual Wears Accessorie s Other Shirt s Trousers Suits Ties Sock s Undergarments Wallet s Belts T- shirts Denim s Half Sleeve s Full sleeves Half sleeves Full sleeves Color- A Color- B Color- A Color- B Small Extra-large Large Medium Smal l Extra-large Larg e Medium Categor y Sub- Category-I Sub- Category-II Stock Keeping Units Peter England specialty store 29
Product Range of Peter England
PRODUCT RANGE
Fashion apparel in 100% Cotton (Natural fibers)
Mens wear
FormalCasuals Party wear Shirts Trousers Denims Chinos Cargos-Shirts 30
SWOT ANALYSIS 1. Strengths Extensive range of office and casual wear Good quality label and branding Contemporary designs, colors and price Wide distribution , easy availability Well-orchestrated merchandising High market viability Use of latest information technology for collaborative planning , forecasting and replenishment 2. Weakness Product knowledge of the store persons is lower. Very few customer prefers to go for specialty store (may be brand loyal customers only). So specialty store format sometimes leads to lower sales. Pre- and Post- purchase uncertainty and anxiety over fit, quality, shrinkage, durability etc. because of readymade garments. 3. Opportunity Large educated and working class available in Pune is one of the opportunities because their target market itself is youth. They can also go for brand extension and store extension. Increased disposable income of the working class. 4. Threats Belief of Indian consumers- Premium shirt brands were overpriced, good quality product at a great price Threat from the local vendors and other big players. 31
STORE INTERIORS The principal objective of any retailer is to maximize its sales and customer satisfaction, and to minimize the operational costs. Therefore, the interior of the store should be designed in such a way that it serves this purpose. The store interiors should be attractive. Peter England specialty store have considered two parameters The value of space Space utilization and allocation
Overall designing of the store interior was good, but there is only one seating arrangement provided. They can increase the no. of seating arrangement to increase convenience level for the customers.
ATMOSPHERICS
Visual communication
From the above photographs it is 32
clear that specialty store of Peter England has a good visual communication which involves communicating with the customers through graphics, signs and certain theatrical effects inside the store.
Lighting and Fragrance
In the store lighting is used intelligently to highlight the merchandise and attract customers to specific departments in the store as shown into photo.
Some of the main objectives they have achieved with lighting are following:
Highlighting the displayed product. Capturing customers mood. Masking the unattractive features or places of the store. There is also a mild fragrance available into the store to influence the purchasing decisions of the target market. Colours and Music:
Instrument for fragrance 33
As shown into the photos they have used mild colours (like cream colour) for ceiling and walls, so that customer can recognize different colours of various apparels very easily. There is no any kind of music which perfectly matches with the Honestly Impressive tagline of Peter England.
IT SYSTEM IN STORE
As shown into photo, they are using Bar-code reader to directly feed the information into their system, so that they can manage the inventory properly. They were using the software Shopper -A Retail Solution. This software is directly connected to their warehouse and it automatically generates order quantity by forecasting the demand. Because of the above Bar-code reading technique, they are able to get the real time information of various SKUs and also about the consumer preferences which help them to schedule the production. 34
Aims and Objectives of the Project Work The main aims and objectives of this project work are as follows: - (i) To become familiar with the corporate environment. (ii) To study the importance of teenage buying behavior. (iii) To get a field on experience to prepare a project on the study of importance of teenage buying behavior in branded ready-made garment industry. (iv) To find out probable limitations of the buying behavior models.
Limitations of the Study
First limitation of this project is the very short time limit. A portion of the respondents are not cooperative. The researcher is inexperienced. Biasness or prejudice of some of the respondents regarding any sort of the information which is required for such study. Not much of importance was attached to this task by some of the Respondents. The sample size of the respondents is very small. The method of sampling is judgement sampling.
35
RESEARCH METHODOLOGY Meaning of Research: Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an act of scientific investigation. The advanced learner s Dictionary of Current English lays down the meaning of research as a careful investigation or inquiry especially through search for new facts in any branch of knowledge. Redman and Mory define research as a systematized effort to gain new knowledge. Research is an academic activity and as such the term should be used in a technical sense. According to Clifford Woody research comprises defining and redefining problems, formulating hypothesis or suggested solution; collecting, organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusion to determine whether they fit the formulating hypothesis. It is the pursuit of truth with the help of study, observation, comparison and experiment. In short, the search for knowledge through objective and systematic method finding solution to problem is research. Objectives of research: The purpose of research is to discover answer to questions through the application of scientific procedures. Through each research study has its own 36
specific purpose, we may think of research objectives as falling into a number of following groups: - 1. To gain familiarity with a phenomenon or archive new insights into it. 2. To portray accurately the characteristics of a particular individual, situation or a group. Meaning Of Research Methodology: Research methodology is a way to systematically solve the research problem. It may be understood as science of studying how research is done scientifically. In it we study various steps that are generally adopted by a researcher in studying his research problem along with logic behind them. It is necessary for researcher to know not only the research methods/ techniques but also the methodology. Research methodology has many dimensions and research methods do constitutes a part of the research methodology. Thus when we talk of research methodology we not only talk of research methods but also consider logic behind the methods we use in context of our research study and explain why we are using a particular method or technique and why we are not using others so that research result is capable of being evaluated either by the researcher himself or by others. Research Process: Before embarking on the details of research methodology and techniques, it seems appropriate to present a brief overview of research process. Research process consists of a series of action or steps necessary to effectively carry out 37
research and the desires sequencing of these steps. The following order concerning various steps provides a useful procedural guideline regarding the research process: 1. Formulating the research problem. 2. Extensive literature survey. 3. Development of working hypothesis. 4. Preparing the research design. 5. Determining sample size. 6. Collecting the data. By observation. Through personal interview. Through telephone interview. By mailing of questionnaires. Through schedules. 7. Execution of the project. 8. Analysis of data. 9. Generalization and interpretation. 10. Preparation of the report. Types of Research: 1. Descriptive research. 2. Analytical research. 38
3. Applied research. 4. Fundamental research. 5. Quantitative research. 6. Qualitative research. 7. Conceptual research. 8. Empirical research. The above-mentioned are the various type of research, which a researcher can apply in order to achieve ones desired objective. Therefore to achieve the objectives of my research I have used descriptive research. This will be based on proper Research design to meet the objectives of the project study. Sampling It involves procedures that use a small part of population to make conclusion regarding the whole population. Sampling unit: Teen age boys and girls living in Local residential areas of Asansol and restaurants, schools, colleges and shopping malls. Sample size: 100 Sampling method: Judgment sampling.
39
ANALYSIS AND INTERPRETATION OF DATA
Age Group of Respondents Percentage 12- 13 years 13% 14-15 years 18% 16-17 years 37% 18-19 years 32%
Interpretation: 37% of t he customer is under the age group of 16-17yrs. 32% of the customer is under the age group of 18-19yrs. 18% of the customer is under the age group of 14-15yrs. 13% of the customer is under the age group of 12-13yrs.
13 18 37 32 0 5 10 15 20 25 30 35 40 12-13yrs 14-15yrs 16-17yrs 18-19yrs Age group 40
Annual Income of the Respondents Percentage Less than 3 lakhs 32% 3 lakhs less than 6 lakhs 47% 6 lakhs and more 21%
Interpretation:
The above chart depicts the total number of customers divided on the basis of their Annual Income. Analyzing the above pie chart it is easily seen that the Annual income of maximum customer are more than 3 lakhs and below 6 lakhs. The percentage is 47%. Another 32% of customers have Annual income of 6 lakhs and above and 21% of customers are below the range of 3 lakhs.
21% 47% 32% Annual Income Less than 3 lakhs 3 lakhs - less than 6 lakhs 6 lakhs & more 41
1. HAVE YOU USED BRANDED T-SHIRT?
OPTIONS TOTAL NUMBER OF RESPONDENTS PERCENTAGE YES 71 71% NO 29 29%
Interpretation:
A major amount of people (71%) said that they have used branded T-shirt.
71% 29% Yes No 42
2. ARE YOU CONSUS ABOUT PETER ENGLAND T SHIRT?
OPTIONS TOTAL NUMBER OF RESPONDENTS PERCENTAGE YES 89 89% NO 11 11%
Interpretation:
A large amount of Respondents (89%) said that they knew about Peter England.
89% 11% Yes No 43
3. HAVE YOU USED PETER ENGLAND EARLIER?
OPTIONS TOTAL NUMBER OF RESPONDENTS PERCENTAGE YES 63 63% NO 37 37%
Interpretation:
A large amount of Respondents (63%) said that they knew about Peter England.
63% 37% Yes No 44
4. DO YOU HAVE ANY PLAN TO PURCHASE PETER ENGLAND T- SHIRT?
OPTIONS TOTAL NUMBER OF RESPONDENTS PERCENTAGE YES 77 77% NO 23 23%
Interpretation:
77% Respondents said that they have planned to purchase Peter England.
77% 23% Yes No 45
5. WHICH TIME YOU MAY PREFER TO PURCHASE PETER ENGLAND T-SHIRT?
OPTIONS TOTAL NUMBER OF RESPONDENTS PERCENTAGE Festive Time 62 62% Special Occasions 21 21% Special offer time 13 13% Any time in the year 4 4%
Interpretation:
62% Respondents purchase Peter England in Festive time, 21% in special occasion, 13% in special offer time and 4% any time.
62% 21% 13% 4% Festive Time Special Occasion Special offer time Any time 46
6. ASSIGN A SCORE BETWEEN -1 TO +1 AGAINST A SPECIFIC FEATURE IN CASE OF BOTH BRANDED AND UNBRANDED T-SHIRTS.
85% respondents are thinking branded T-Shirts are Stylish. 13% respondents are thinking branded T-Shirts are average stylish. 2% respondents are thinking branded T-Shirts are not Stylish. 81% respondents are thinking branded T-Shirts are available of different colours. 17% respondents are thinking branded T-Shirts are average available of 0 50 100 150 200 250 300 350 400 450 500 RELIABILITY PRICE LONG-LASTING PRODUCT RANGE COLOUR AVAILABILITY STYLE 47
different colours. 2% respondents are thinking branded T-Shirts are not available of different colours. 80% respondents are thinking branded T-Shirts are having a wide product range. 19% respondents are thinking branded T-Shirts are having an average product range. 1% respondent thinks branded T-Shirts are not having any wide product range. 88% respondents are thinking branded T-Shirts are long-lasting. 10% respondents are thinking branded T-Shirts are average-lasting. 2% respondents are thinking branded T-Shirts are not long-lasting. 41% respondents are preferring branded T-Shirts though they are having a good price. 22% respondents are thinking branded T-Shirts are having an average price. 37% respondents are thinking branded T-Shirts are really costly. 91% respondents are thinking branded T-Shirts are reliable. 8% respondents are thinking branded T-Shirts are somehow reliable. 1% respondent thinks branded T-Shirts are not reliable. 23% respondents are thinking unbranded T-Shirts are Stylish. 32% respondents are thinking unbranded T-Shirts are average stylish. 45% respondents are thinking unbranded T-Shirts are not Stylish. 12% respondents are thinking unbranded T-Shirts are available of different colours. 15% respondents are thinking unbranded T-Shirts are average available of different colours. 73% respondents are thinking unbranded T-Shirts are not available of different colours. 18% respondents are thinking unbranded T-Shirts are having a wide product range. 30% respondents are thinking unbranded T-Shirts are having an average product range. 52% respondent thinks unbranded T-Shirts are not having any wide product range. 25% respondents are thinking unbranded T-Shirts are long-lasting. 26% respondents are thinking unbranded T-Shirts are average-lasting. 49% respondents are thinking branded T-Shirts are not long-lasting. 48
69% respondents are preferring unbranded T-Shirts as they are having a low price. 29% respondents are thinking unbranded T-Shirts are having an average price. 2% respondents are thinking unbranded T-Shirts are having a high price. 11% respondents are thinking unbranded T-Shirts are reliable. 22% respondents are thinking unbranded T-Shirts are somehow reliable. 67% respondents are thinking unbranded T-Shirts are not reliable.
49
7. RANK THE FOLLOWING FEATURES OF PETER ENGLAND T-SHIRTS ACCORDING TO YOUR OWN CHOICE.
19% respondents assigned rank 1 against the feature style. 21% respondents assigned rank 2 against the feature style. 18% respondents assigned rank 3 against the feature style. 17% respondents assigned rank 4 against the feature style. 10% respondents assigned rank 5 against the feature style. 15% respondents assigned rank 6 against the feature style. 18% respondents assigned rank 1 against the feature colour availability. 23% respondents assigned rank 2 against the feature colour availability. 26% respondents assigned rank 3 against the feature colour availability. 15% respondents assigned rank 4 against the feature colour availability. 09% respondents assigned rank 5 against the feature colour availability. 09% respondents assigned rank 6 against the feature colour availability. 17% respondents assigned rank 1 against the feature product range. 19% respondents assigned rank 2 against the feature product range. 19% respondents assigned rank 3 against the feature product range. 18% respondents assigned rank 4 against the feature product range. 20% respondents assigned rank 5 against the feature product range. 07% respondents assigned rank 6 against the feature product range. 20% respondents assigned rank 1 against the feature long-lasting. 15% respondents assigned rank 2 against the feature long-lasting. 14% respondents assigned rank 3 against the feature long-lasting. 16% respondents assigned rank 4 against the feature long-lasting. 18% respondents assigned rank 5 against the feature long-lasting. 17% respondents assigned rank 6 against the feature long- lasting. 2% respondents assigned rank 1 against the feature price. 6% respondents assigned rank 2 against the feature price. 18% respondents assigned rank 3 against the feature price. 24% respondents assigned rank 4 against the feature 51
price. 25% respondents assigned rank 5 against the feature price. 25% respondents assigned rank 6 against the feature price. 24% respondents assigned rank 1 against the feature reliability. 16% respondents assigned rank 2 against the feature reliability. 5% respondents assigned rank 3 against the feature reliability. 10% respondents assigned rank 4 against the feature reliability. 18% respondents assigned rank 5 against the feature reliability. 27% respondents assigned rank 6 against the feature reliability.
52
FINDINGS
This study is conducted only among teenagers.
All the teenagers are further classified into age groups and the major response is provided by 16-17 years aged respondents. Majority of respondents are belonging to annual income group 3 lakhs- less than 6 lakhs. Majority of respondents are habituated with branded T-shirt. Though a particular portion of the respondents have not used Peter England T-shirts, but majority of them have purchased Peter England T-shirt earlier. Majority of respondents are so interested to purchase Peter England T-shirt in future. Majority of respondents are preferring festive time to purchase Peter England T-shirts. Only a small fraction of the respondents are preferring any time in the year to purchase Peter England. Majority of respondents are thinking branded T-shirts are more stylish than Unbranded T-shirt. 53
Majority of respondents are thinking branded T-shirt are available in more colours than Unbranded T-shirt. Majority of respondents are thinking branded T-shirts are having a wider product range in comparison with Unbranded T-shirts. Majority of respondents are thinking branded T-shirts are more reliable than Unbranded T-shirts. The negative side of Peter England T-shirts is its price. A larege portion of the sample avoids to purchase Peter England T-shirts only because of its high price. Majority of respondents have assigned the highest rank on Peter England T-shirts against the feature of price. A significant portion of the sample shows their non reliability on Peter England T-shirts.
54
CONCLUSION
In order to survive and grow the organization has to delight the customers. Consumers will be delighted if they get more than what they expect. Study of consumer behavior helps in knowing their expectations and the sacrifices they are ready to make in order to fulfil those expectations. Study of consumer behavior assumes that consumers are actors in the market place. Consumers play various roles in the market place. Starting from information provider to consumer, from user to payer and to disposer, consumers play roles in the decision process. Different people play different roles in different stages of purchase. A purchaser or customer may not be the same person for example a person who purchases a product for the family may not be the consumer of the product. 55
Consumers may take the form of an organization or group. Decisions by organizations and groups can be studied as organizational buying behavior or group buying behavior. An enterprise-oriented decision making is organizational buying behavior, family behavior can be termed as group buying behavior. It is important to know how a consumer makes his decision regarding buying, or not buying any product, service, idea, concept or thought. Marketer needs to develop an understanding of how teen age consumers actually make the buying decisions. He must identify who makes the buying decision, the types of buying decisions; and steps in the buying process. Ultimately the Purchase decision of a teen-ager involves six sub decisions: A. Brand Decision (What To Buy?)- Here Peter England convinces customers with the help of advertisements and celebrity endorsements. B. Vendor Decision (Where To Buy?)- Here Peter England showroom near Veteran Petrol Pump influences customers with the help of in-store display. C. Quantity Decision (How Much To Buy?)- This decision is influenced by the sales persons. D. Quality Decision The quality of a Peter England T-Shirt and Perception of teenagers are influencing this sub decision. E. Timing Decision (When To Buy?) Different types of offers provided by Peter England, special occasions and willingness of the teenager influence this sub decision. & 56
F. Payment Decision (Cash Payment or Credit Payment) The final sub decision is making the payment. In todays techno savvy world cash free electronic monet transfer mechanisms are becoming popular. The ability of a teenager to pay successfully proceeds towards a positive sale outcome. Thus purchase decision of a teenager in case of branded T-Shirt like Peter England is ultimately produced dye to his or her commitment for a product.
SUGGESTIONS & RECOMENDATIONS Researchers are suggesting teenage buyers are showing mainly two types of behaviours either they are influenced by social class and status or they are deeply concerned about quality at a cheaper price. As a result detail discussion of the factors influencing them is essential and this study will suggest organized retail giants like Peter England a particular roadmap to success. The consumer decision process explains the internal process as well as individual behavior for making product or service decisions. The consumption process is influenced by external factors like cultural, social, personal, and psychological factors. Influence of Cultural Factors: Culture, subculture and social class are particularly important in buying behavior. 57
Culture: - Culture is the fundamental determinant of a persons wants and behavior. Culture refers to the traditions, taboos, values and basic attitudes of the whole society within which an individual lives. The growing child acquires a set of values, perceptions, preferences, and behaviors through his or her family and other key institutions. E.g. A child growing up in India is exposed to the values like tolerance, Equality, Sacrifice, love for the family respect for the elders and guru etc. Culture teaches an individual the acceptable norms of behaviour and tells him the right or wrongs. Cultural values affect how the business is conducted. Culture also affects consumption behavior. Culture influences can be seen in the food habits and dressing style of people. It also influences communication, attitudes and values that influence consumption patterns. Culture influences are highly conspicuous in communication messages. Use of colors, symbols, and language and message sources reflect culture. The main aim behind it could be to tune their messages according to the cultural specifications of various regions that they operate in. Culture values are passed on from one generation to the next. Subculture: - Each culture consists of smaller subcultures that provide more specific identification and socialization for their members. Subcultures include nationalities, religions, and geographic regions. When subcultures grow large and affluent enough, companies design specialized marketing programs to serve them. Such programs are known as diversity marketing. E.g. In diverse country like India, people from different region show distinct difference in their food 58
habits and clothing styles. Also the consumption pattern is also affected by religious diversity. Social Class:- Social class refers to the hierarchical arrangements of the society into various divisions, each of which signifies social status or standing. Social class is an important determinant of consumer behavior as it affects consumption patterns, lifestyle, media patterns, activities and interests of the consumers. Social classes not only reflect income, but other indicators such as occupation, education, area of residence. E.g. two consumers earning the same income may differ considerably in lifestyle when one has professional qualification at the post of graduate level and is employed at the senior management cadre of multinational, while the other is self employed, with education confined to a few years of schooling. Social classes differ in many characteristics. Social classes show distinct product and brand preferences in many areas including their lifestyles, they differ in media preferences, and there are also language differences among the social classes. In addition to the cultural and social factors, a consumers behavior is also influenced by factors such as reference groups, family, and social roles and status. Reference Groups: - An individuals attitude, value and behavior are influenced by different groups. These groups are called reference groups and they have direct or indirect influence on the individual. Buying behavior of consumers is largely influenced 59
by the reference group to which they belong or aspire to belong. Reference groups are of two types: Primary Reference Group: This group is further divided into four subgroups namely (a) Membership reference group: This is the group to which a person holds membership and has frequent interactions with other members of group. He comes in regular and informal contact with the members of this group and is directly influenced by them. (b)Aspiration reference group: This is the group to which the individual does not hold any membership bur desires to belong to that group. He tries to copy the attitudes and behavior, including buying behavior of the members of the group. (c) Disclaiming reference group: This is a group to which an individual holds a membership but does not want to belong to and therefore, all his actions would be opposed to that of the group. He tries not to be influenced by the attitudes, values and behavior of the members of this group. (d) Avoidance group: This is the reference group to which an individual does not hold any membership. He tries to resent the values and beliefs of such a group. Secondary Reference Group:- Secondary groups include religious groups, professional associations and trade unions with which the interaction of customer is formal and infrequent. Every reference group has its own set of opinion leaders. Opinion leaders are perceived as people with special skills, knowledge, personality etc. Opinion leaders influence actions or attitudes of others informally. Marketers should 60
identify the opinion leaders of their target group for specific product/s and then they should target their marketing efforts towards these role models. The marketer can use the opinion leader to communicate the message through its promotion and advertising campaigns. Family: - A family is defined as two or more persons related by blood, marriage or adoption and reside together. A family is a small reference group but it is prominent in influencing consumer behavior. Families go through various stages of lifecycle, each stage creates different demands for different products and buying behavior of the members is greatly influenced by the stage of the family lifecycle. E.g Consumer demands of a bachelor are different from those of a newly married couple. Members of a family exert a strong influence on the buying decision. The husband, the wife, and the children play different roles while purchasing expensive products and services and these roles vary from country to country. E.g. the major buying decisions in Indian family are taken by the parents. Joint decisions are taken by the husband and wife for purchasing expensive products and services. Therefore marketers should be interested in the roles played by the members and the relative influence each member exerts on the buying decisions. Marketer tries to adjust their marketing mix to influence the decision of the decision maker in the family. Personal Factors: - 61
There are different personal factors, which affect the buying decision process. These factors, such as the age, sex, lifecycle stage, occupation, economic conditions, personality, etc. are unique to everyone. Age and lifecycle stage: - Changes in the society have led to the creation of different categories like couples marrying late in life, childless couples, single parents, etc., besides the traditional lifecycle stages which included young singles, married couples and lone survivors. Over the lifecycle stages, people use different products and their demand for goods and services keep changing. People at different ages will have different tastes on food, clothes, furniture and recreation. Hence marketers should determine the needs of their target markets and introduce different products and marketing efforts targeted at different stages. Occupation and financial status: - Occupation and income level of a person have a major impact on his savings and buying behavior. E.g. A blue collar worker will indulge more in purchasing clothes, shoes, etc. which he can wear to work. Similarly, a companys chairman may buy clothes, accessories, and other products and services that suit his lifestyle. The financial condition of an individual such as his disposable his income, savings, his ability to buy costly products and services on installments and bear the interest rates, etc. will have significant influence on his buying behavior. Lifestyle: - 62
An individuals way of leading his life will determine his lifestyle. Factors such as work life, interests, social groups, etc. influence the lifestyle of an individual. Psychological Factors: - Psychological factors that influence consumer buyer behavior are motivation, perception, attitude and learning. Motivation: - A motive is a strong urge that drives a persons activities towards unfulfilled needs and wants. Consumers are influenced by a motive or a set of motives when they have unfulfilled needs. Needs are the motivational elements behind the purchasing behavior of the customers. One of the most widely known theory, hierarchy of needs, was proposed by Abraham Maslow explains why people are driven by particular needs at a particular times. According to Maslow needs are classified as shown in the following hierarchy. (a) Physiological needs (b) Security needs (c) Social needs and esteem needs (d) Self actualization needs. Consumers tend to satisfy their needs on the basis of the intensity or requirement of the needs. For example, physiological need is the most basic need and hence, an individual would satisfy it first. Satisfaction of one need leads to emergence of higher level unfulfilled needs. Needs are general in nature but wants arise out of the desire to fulfil the needs in a specific way. For example, food can be classified as a need but eating a particular dish or at a 63
particular food joint are a want. Wants that are conditioned by certain motives are known as buying motives. Marketers must work to create these wants in the customers and target/position their product in such a way as to invoke desire in the customer to fulfil these wants. Perceptions: Perception is defined as the process by which an individual selects, organizes and interprets stimuli into meaningful thoughts and pictures. Customers base their perception on their needs, wants, past experiences and something that they consider to be true. For example, a subscriber/ reader who read a particular newspaper or journal might perceive it to give the true picture of the happenings around him. Perceptions of a person are affected by many factors like reality, sense, risk, etc. Customers perceive their environment through the sense of touch, smell, taste, hearing, etc. Customers buying decisions are also influenced by the risk factor involved. For example, does the customer perceive the product to be safe, does he find it worth in spending the time shopping, and does he think that the price is worth the amount paid for? Marketers can address these problems though appropriate marketing communication strategies. Understanding the customers perception helps the marketer position their product better than that of the competitors, it helps them develop the right store image, product quality, price, distribution channel etc. 64
Hence marketers must make an effort to understand the perceptions of the customers and adjust their marketing mix accordingly. Beliefs and Attitude: A belief is a descriptive image or thought that an individual holds about something. People acquire beliefs and attitudes through experience as well as learning. The beliefs and attitudes held by people, in turn, influence their buying behavior. A persons attitude is a set of his feelings and the way in which he reacts to a given idea or thought. Attitudes can be positive, negative or neutral. Customer attitudes are based on their past experiences with the products and through their interaction and relationship with their respective reference groups. Customers attitude can have a major impact on a firms marketing efforts. For example, a customer with a negative attitude towards a company or its product, does not only stop purchasing the product but is likely to influence, by appealing, his reference group to refrain from buying the same.
65
REFERENCES
Principles of Marketing, Philip Kotler & Gary Armstrong, 11th edition, Prentice Hall of India Private Limites, New Delhi, 2006 Marketing Management, A south Asian Perspective, Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha, 13th Edition, Pearson Prentice Hall, 2009 Marketing Management, Planning, Implementation and control, Global Perspective Indian Context, V S Ramaswamy & S Namakumari, 3rd Edition, Macmillan India Limited, New Delhi, 2007 Marketing Managemnet, Rajan Saxena, 3rd Edition, Tata McGraw Hill Publishing Company Limited, New Delhi, 2006 66
Marketing Management, 13th Edition, S A Sherlekar, Himalaya Publishing House, Mumbai, 2007 Basic Marketing A global Managerial Approach, 15th Edition, William D Perreault Jr, E Jerome McCarthy, Tata McGraw Hill, New Delhi, 2006 Marketing Case Study Solutions, 2nd Edition, H Kaushal, MacMillan India Ltd., New Delhi, 2007 Marketing Management Cases and concepts, Nikhilesh Dholakia, Rakesh Khurana, Labdhi Bhandari, Abhinandan K Jain, 8th publication, Macmillan India, New Delhi, 2007 Marketing Concepts nad Cases, Michael J Etzel, B J Walker, William J Stanton and Ajay Pandit, 13th Edition, Tata McGraw hill, New Delhi, 2008 www.peterengland.com