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GLOBAL APPAREL INDUSTRY GROWTH

The global apparel retail market is expected to reach almost $1.3 trillion in 2014,
according to Market Line, representing more than 13% expansion in five years.
The leading segment of the market is women wear at over 51%. The Americas
represent a near 36% share of the market.
Apparel retailer activities are not limited to just sales but also involve marketing,
merchandising, and inventory and customer service. Factors fuelling the industry
revolve around fashion and consumer income. Companies range in size from
small to large, with the former concentrating their efforts on exclusive products
and marketing efforts to a particular demographic, while the latter carry more
diverse clothing ranges and benefit from economies of scale regarding
distribution, advertising and purchasing. The apparel retail industry is heavy on
labor and includes all sizes of retailers from discount stores to department stores
and other types such as those selling their clothing online and through catalogs.
APPAREL INDUSTRY GROWTH IN INDIA
The size of Indian domestic readymade garment industry will double within five
years due to economic prosperity, simplified government policy, growth in fashion
orientation and brand awareness as well as consumer expectations, stated
Rahul Mehta, President, and Clothing Manufacturers Association of India (CMAI).
The apparel and industry occupies a unique and important place in India. It is
one of the earliest industries to come into existence in the country. The apparel
industry caters to one of the most basic requirements of people and holds
importance; maintaining the prolonged growth for improved quality of life. The
sector has a unique position as a self-reliant industry, from the production of raw
materials to the delivery of end products, with considerable value-addition at
every stage of processing. Over the years, the sector has proved to be a major
contributor to the nations' economy. Its immense potential for generation of
employment

opportunities

in

the

industrial,

agricultural,

organized

and

decentralized sectors & rural and urban areas, especially for women and the
disadvantaged is noteworthy.
APPAREL INDUSTRY GROWTH IN GUJARAT

Garment makers in western Indian state of Gujarat are eyeing a larger share in
Indias exports volume and are in talks with the Apparel Export Promotion
Council (AEPC) to find ways to enhance the volume of exports.
At present, Gujarat accounts for only about two percent of Indias total apparel
exports, which is quite less, Gujarat Garment Manufacturers Association
(GGMA) president Vijay Purohit said on the sidelines of the 21st GGMA National
Garment Fair in Ahmadabad. To enhance Gujarats share in Indias apparel
exports to about 10 percent over the next 3-4 years, GGMA is in talks with the
AEPC, said Mr. Purohit, Business Standard reported. To boost exports, GGMA
wants to make efforts to raise both quality as well as volume and for the purpose
the association has been demanding space at subsidized rate to set up an
apparel park.
Once the apparel park becomes operational, it would house at least 500 garment
manufacturing units, and would help in improving quality and also boost exports,
Mr. Purohit said. The three-day National Garment Fair saw visitors from more
than 22 states and also from some foreign countries like Sri Lanka, Bangladesh
and Saudi Arabia.
PEST ANALYSIS
While statistical data for consumer spending shows a steady increase in outdoor
recreation, there are many economic, social and technological factors that
negatively affect the production and consumption in the outdoor apparel industry.
A beneficial tool for illustrating some of these ills is the P.E.S.T Analysis,
(Political, Economic, Social and Technological) a method to analyze the macro
environment of an industry. This allows businesses to evaluate the attractiveness
of an industry. When utilizing this framework, it becomes evident that there are

many ever-changing economic factors that may directly affect the industry at any
time.
Political
The United States is a capitalistic, free market-oriented economy; the
government takes a minimal role. Employee rights in the United States have a
significant effect on business. The apparel industry is labor-intensive; therefore,
the effects on employee laws have are significant. Some potential labor laws to
consider are minimum wage, over time, benefits and health and safety
regulations such as OSHA regulations.
Economic
Wage and salary employment in the apparel industry is expected to decline
69 percent through 2012, compared with an increase of 16 percent for all
industries combined. During recessions, such as the one were currently in,
clothing sales would likely be extremely low. This could leave companies in the
apparel industry stuck with large amounts of inventory, and therefore, they may
need to substantially reduce their prices. In times of economic down turn
consumers often shop for cheaper brands because they have less disposable
income.
Social
The outdoor apparel industry has merchandise for all ages, sizes, and seasons.
Clothing is designed according to satisfy the needs of consumers. For example,
you can find apparel specific to a climate, activity, or your fashion sense.
Branding and quality serve as advantages over competitors in regards to
materiality. For example, the typical outfits for a New England college student
during the frigid winter months include a North Face with the complements of
Ugg boots. Factors such as this aid in the increased and consistent consumption
of outdoor apparel such as these.

Technological
New, Innovative advances in technology have created an . This has improved
productivity, however, the apparel industry is expected stay labor intensive
because although some of the production can now be automated, these
mechanical tasks are still limited to simple functions; employees will continue to
complete most of the hands-on functions of the production.
While the PEST analysis is beneficial in dissecting current macro conditions
affecting the industry, it is beneficial to look at the industry as a whole,
considering its past performance, to map out its future course. This analysis
considers anything from buyer types, past prices, economic conditions, trends or
patterns, product history and differentiation, as well as the capacity of the firms in
the industry.
DETAILS OF COMPETITORS
Competitors mean the person who is making the product which is similar to ours.
It means that product can be a substitute for the customer. For the success of all
the company they must have the knowledge about all the competitors. They
always keep an eye on every movement of the competitors.
For e.g. If we say that Pepsi company always watch the movement of the Cocacola company. They must have to watch their competitors to survive in the
market.
In that way the BHAGWANDAS & CO. have also its competitors. So, they have
to be very careful about their competitors. There are so many competitors in the
market. One of the biggest competitors is the G3. G3 is the very big showroom
and also closer to the B>More outlet. There are also other competitors but they
are small.

A high street fashion brand, Bhagwandas is regarded as one of the oldest


fashion retail stores in Surat, Known for their exquisite ethnic and indo-western
formal, casual and bridal fashion apparel. Bhagwandas has been making every
occasion, festival and event more special and memorable. We all are thankful to
Shri Lallu Bhai Chaliyawala for giving Surat the name of BHAGWNDAS & Co
who started the QUEEN EMPORIUM which is currently famous for its well known
school & college uniforms. Till date, there are no other competitors in this field.
Even today, the showroom at Lalgate remains the flagship store, but the brand
has expanded to include more extensions, namely B & Co. and Bridal. Bridal, as
the name suggests, is a sub-brand that focuses on an extensive range of
women's wear. Such a retail strategy was developed by the company in order to
meet the retail wave in Surat. B & Co. and B>More is engaged with all the items
included for all ages and generations of men.
Long before the age of globalization dawned in India, Bhagwandas opened a
fashion store in 1969 strategically located on Surats very own 'golden mile' in the
heart of the glittering, up market district of Lalgate. The Store became a landmark
in more ways than one, heralding the beginning of the retail and consumer
revolution in the country. Over the years Bhagwandas has managed to adapt to
changing market dynamics, closely following the pulse of retail and consumer
trends, often defining them, through innovation, in-depth market knowledge and a
pro-active approach.
A completely home grown fashion brand, Bhagwandas enjoys a vast international
customer base, consisting mainly of high net-worth, discerning Non-Resident
Indians, apart from the loyal and constantly growing local clientele. The brands
effective advertising and striking photo shoots have attracted attention and mind
space locally and now with their highly functional and designer online presence,
Bhagwandas products are available and accessible to people across the globe,
strengthening the brand's presence internationally. Foreign customers regularly
come here and purchase Indo-Western & other Traditional outfits.

Over the years, the brand has acquired significant equity, not just in terms of
customer perception and brand image, but also in terms of financial success,
customer satisfaction, maintaining goodwill. Now there are currently 9 branches
of Bhagwandas & Co. and all are managed by the sons of Shri Lallu Bhai
Chaliyawala.
Not only in Ready-Made and Suiting & Shirtings, the company has made a step
forward in many areas like Sarees, franchisees of foreign brands like STANZA &
SERGIO VERRI.
HISTORY
M/s. Bhagwandas & Co. Established in 1969 at Lalgate Surat got renowned as a
family shop providing best quality and superb services. In 1996, a new division of
Suiting, Shirtings & Tailoring was added to it which was soon accepted by the
customers. The encouragement led to further expansion by adding more
divisions catering to branded Readymade Mens wear with National and
International brands and not to forget the spectacular section of Dulha collection
that has got a major acceptance from the valued customers.
Shri Bhagwandas Lallu Bhai has been keen in starting a business which would
serve the society and also satisfying them with the products which his company
would be producing. The very first unit which he started was the Queen
Emporium which is now also the most promising unit. He has been a visionary
and pioneer in the field of doing business with his marvelous skills and
established a sewing company which produced uniforms for the children.
With the growth of the firm, he extended his business so as to serve people with
many products and started a retail unit of Suiting & Shirting which showed a
tremendous growth. As a result of his non-breakable interest the units expanded
in various areas and so the very goodwill of Bhagwandas & Co. could be seen in
the market.

The group with its diversified growth plans has successfully set-up number of
renowned mens wear showrooms of international standards namely B n Co.,
Sergioverri & Stanza.
Taking one step closer to its customers, the new showroom of Bhagwandas & co.
Opposite SVR College, Ichhanath Surat Dumas Road has been recently opened
with the display of wide range of world renowned premium fabrics & custom
stitching facility, along with Sergioverri, Italian Readymade Mens Wear.
LOCATION OF OFFICE
Bhagwandas & Co.
Lalgate, Surat-395003
Phone: 2596703, 3296513
Email ID: bhagwandas_co@hotmail.com
Website: www.bhagwandas.in

LOCATION OF BRANCHES
Sergio Verri
Ichhanath, Surat Dumas Road.

B & Co.
Ghod Dod Road, Surat
B> MORE
Parle Point, Surat
STANZA
Iscon Mall, Surat

BRIDAL
Lalgate, Surat.

QUEEN EMPORIUM
Tower Road, Surat.

AMBITION
Lalgate, Surat.

AMBER
Lalgate, Surat.

ORGANIZATION GROUP STRUCTURE

DETAILS
OF

PROMOTERS

OWNERS

1. BHAGWANDAS LALLU BHAI

AND

He was the first person who had a mission in his mind and knew how to
accomplish it. He started a firm which made uniform for various schools and also
sold off dress materials. He had a never ending approach towards his mission
and dedicated all his efforts for achieving it. He helped his sons also to expand
their business as they stepped into the same business. BHAGWANDAS & CO. is
the ultimate work of all them as they slid in together to open a showroom of
Suiting & shirting to diversify their business. He passed off in the year 2005 but
his memories are still there in the hearts of his son and will always be beloved.

2. KISHOR CHALIYAWALA
Kishor Chaliyawala is the first son of Bhagwandas Lallu Bhai. He is of 64 years.
At first he used to give lectures in college as a Professor but soon his father
Bhagwandas Lallu Bhai suggested him to join the business and continue it. So
Kishor Bhai started to trade cloth and so he handles the cloth business and
supplies the uniforms and dress materials to the firms.

3. JATIN CHALIYAWALA
Jatin Chaliyawala is the elder son of Kishor Chaliyawala. He is of 41 years. He is
the owner of Bhagwandas & Co., Lalgate. He manages and deals with all the
matters of Lalgate showroom. Generally he takes care of all the issues that are
concerned with the outlet.

4. AJAY CHALIYAWALA
Ajay Chaliyawala is the younger son of Kishor Chaliyawala. He is of 39 years. He
is the owner of Ambition and Bridal and handles all the activities of both the
showroom with ease.

5. NAVEEN CHALIYAWALA
Naveen Chaliyawala is the second son of Bhagwandas Lallu Bhai.he is of 59
years. He is the owner of Ambar and deals with Dress materials and Sarees. The
activities of Ambar are taken care of by him.
6. VIJAY CHALIYAWALA
He is the elder son of Naveen Chaliyawala. His age is 39 years. He deals in
Readymade Department of all the showrooms and handles it very carefully as
todays youth want trendy and stylish clothes.

7. KETAN CHALIYAWALA
He is the younger son of Naveen Chaliyawala. He is of 37 years. He also deals in
Readymade Department of all showrooms and helps his elder brother to
effectively diversify their business.

8. PANKAJ CHALIYAWALA
He is the third and the eldest son of Bhagwandas Lallu Bhai. His Ade is 53 years.
He handles Bridal and Queen Emporium.

ORGANISATIONAL STRUCTURE

VISION
We at Bhagwandas & Co. are committed to be a Renowned Outlet, Customer
Focused, Innovative Organization in the field of Ready-made garments and
Suiting & Shirting and also to maintain dignity in the respective field.
MISSION

To provide customer Value for Money by providing world class speciality


Ready Made Garments.

To make continuous efforts for providing maximum satisfaction to the


customers by frequently asking feedback from them.

To innovate, build and operate activities in the customer based and


friendly environment.

To continuously adapt change as per the recent trend and provide


customers with fashionable and stylish products.

To make the people realize the presence og Bhagwandas & Co. among
the Retailers in Surat.

QUALITY POLICY

We at BHAGWANDAS & CO. believe and are committed to:

Exceeding customer expectation through innovation and continual trends

in products.
Development of human resources.
To maintain good quality of products.
Being responsible to the society.

FUTURE PLANS
Future plans include the business plans of companies relating to diversification,
and expansion and introducing new products or new varieties of existing
products. The companies so as to acquire more profit induldge into one of these
activities to satisfy the existing customers by providing special discounts and also
to attract new customers by providing them suitable services.
1) To make available all the new products and brands to the customers in the
times of changing trends & fashions. For e.g., at the time of winter, winter
collection must be available.
2) To provide a reasonable adequate return on capital employed primarily
through improvements in operational efficiency, capacity utilization and
productivity and generate adequate internal resources to finance the
companys growth.
3) To build up a high degree of customer confidence by sustaining
international standards of excellence in product quality, performance and
service to fulfil the expectations of the individuals or groups connected
with the firm.
To maintain the high quality of companys production services and to insure
supply of these production services at fair prices.
FUTURE EXPANSION PROGRAMME

Bhagwandas & Co. is currently at state level but its planning to acquire its
position in the national market as well. It has one of its branches in Mumbai but
its planning to open more of them to attract new customers. It is expanding day
by day and aims to reach heights. It is planning on continuous basis to reach
peaks by dominating the national ma

rket and also to enter the international

market as well.
It is planning to open a big retail outlet opposite A.V Sons which would be of
20,000 sq.ft. It would be a big showroom of 3 floors and would be providing
customers with well managed and quality garments. They are estimating of
acquiring about 200 more employees for that new branch and estimating an
increase of 15 % in profit in the following years.
Hence, there are plans for increasing their outlets in Surat so that they can target
each & every customers of theirs & provide them accessibility to their nearest
outlet. Also, this has increased their goodwill & their was also in the news that
Bhagwandas Group was going to come into Stocks 7 Shares by listing their
Company in BSE or NSE.

International Journal of Marketing Studies (Vol. 5, No. 3; 2013)


Impulse buying has been a challenge for market researchers due to its complex
nature. Hausman (2000) mentioned that impulse buying is a complicated and
multifaceted phenomenon which accounts for a huge volume of the products sold
each and every year. Consumer researchers have mainly focused on identifying
the different factors that induce impulse buying in various developed countries
(Bayley & Nancarrow, 1998). In the emerging economies, there is a need to
study the impulse buying due to recent development in retailing and huge cultural
differences when compared to developed economies (Kacen and Lee, 2002).
Dramatic increases in personal disposable income, life style and credit
availability have made impulse buying a widespread phenomenon across the
different retail formats. Creating an attractive physical shopping environment and
in-store stimuli is important to enhance the sales through the unplanned buying
(Abratt and Goodey, 1990). Current Indian retailing environment will provide lot of
scope for consumer to become impulsive in offline as well as online retail
situation for different product categories.
Keeping in mind the universal nature of impulse buying, it can be capitalised by
retailers to benefit their respective businesses. The proper combination and
synergistic effect of the various factors influencing impulse buying could lead to

more sales turnover hence benefiting the marketers and retailers. After the
content analysis of the literature, it was possible to clarify the Impulse buying
concept, its various dimensions, and its relationship with the consumer, and also
to present some research propositions for the development of the knowledge in
the field of consumer research. Based upon the changing trends of the market in
the developing economies it is possible to infer that impulse buying may turn into
a growing area of research and could be seen across the various forms of
retailing.

ASA University Review (Vol. 5 No. 1, JanuaryJune, 2011)


Impulse buying is a sudden and immediate purchase with no pre-shopping
intentions either to buy the specific product or to fulfill a specific buying task. The
finding of the study indicates that pricing strategies, store characteristics,
situational factors and promotional activities mostly influence the impulse buying
behavior of consumers at superstores. In case of pricing factor, it is noticed that
products with reduced price is bought as impulse purchase. Also income level of
consumers affects impulse purchase positively.Impulse buying is a sudden and
immediate purchase with no pre-shopping intentions either to buy the specific
product or to fulfill a specific buying task. The findings of the study indicates that
pricing strategies, store characteristics, situational factors and promotional
activities mostly influence the impulse buying behavior of consumers at
superstores in Bangladesh. In case of pricing factor, it is noticed that products
with reduced price is bought as impulse purchase. Also income level of
consumers affects impulse purchase positively.
Findings also indicate that situational factors such as popularity (brand) of
product, comments of reference group and requirements of products in festival
seasons influence impulse buying. Branded products organized in the shelf of
superstores, help to recall its need. If family members or friends go with the

consumer, they motivate him/her to be impulsive by suggesting any new product


or existing brands. In Bangladesh consumers are always in festive mood due to
various festival occasions throughout the year. So requirements of products in
festival seasons stimulate consumers to be impulsive. Last factor of this study is
promotion. It can be specific brand offer, advertisement of product in print and
visual media or any sort of promotion of products in superstores that initiate
impulse buying behavior of consumers at superstores. The Bangladeshi
superstores have to go a long way to understand the impulse buying behavior as
it is very subjective and it depends on multiple factors, but they can take
advantage of it. However negative consequence of impulse buying behavior is
also needed to consider. As impulse buying is unplanned purchase, customers
may feel regret or dissatisfaction after purchase.
Advances in Consumer Research (Volume 27, 2000 Pp 179-185)
The relationship of personality traits to cues that trigger impulse buying provides
heuristic value in understanding the roles personality traits can play in impulse
buying. In fact, the data here suggest that there may be several different routes
through which people become susceptible to impulse purchasing. Absorption was
strongly correlated with external stimuli such as sensory cues (i.e., sights,
sounds, and smells) and images (e.g., looking in a mirror). Thus, a general
tendency to be influenced by sensory stimuli leads some people to be more
aware of, and affected by, atmospheric factors in retail settings. It is this
heightened awareness or sensitivity to environmental stimuli that causes
increased desire to overwhelm ones willpower and leads these people to engage
in impulse buying.
Stress reaction also seems to underlie impulse buying, but through an entirely
different route. Stress reaction was associated with internal triggers for impulse
buying such as "feeling fat," "depressed feelings," "painful feelings," and "positive
feelings." This relationship was particularly strong for negative affective states.
This suggests that primary motivation for buying on impulse for the subset of

consumers susceptible to stress is relief (or escape) from stress and anxiety.
These people may also desire to prolong positive mood states as an escape from
their problems. This may account for the relationship between stress reaction
and the impact of positive cues.
This study identified differences in cue sensitivity among people scoring high
versus low on the buying impulsiveness scale. Interestingly, high impulsive
buyers were shown to be more reactive to factors reflecting external triggers,
compared to low impulsive buyers. These triggers mainly involve environmental,
sensory, and product stimuli controlled by the marketer (e.g., advertisements,
promotional gifts, visual elements, and clothing and looks). As a result, retailers
may be able to play a key role in determining the types of impulse purchases
made by people who are prone to engage in impulse buying.
Serbian Journal of Management 7 (1) (2012) 53 64
Our study findings indicate that social factors influence emotional states of
Algerian shoppers. The presence of environmental simulation variables such as
scent and sound or attractive store displays affect positively shoppers feelings of
pleasure and arousal, but it has a negative impact on self control for purchase.
The results show that perceived crowding tends to have a negative impact on
emotional states; these findings are consistent with previous studies (Bitner,
1990; Van Dolen et al., 2002; Hui & Bateson, 1991; Machleit et al., 2005). So,
this study suggests that store managers might be able to reduce the negative
effect of crowding by training their employees to be extra friendly at busy times.
For the third factor time pressure, the impact on both emotional responses
(pleasure and dominance) is negative, but it has a positive impact on emotional
state of arousal. This means that when consumers have less time in purchasing,
they feel more arousal and less pleasure and less self control.
More importantly, this study highlights the situational factors influencing impulse
purchase behavior in the store among shoppers. Store environment appears to
be a significant factor, to promote impulse buying; retailers should create a store

environment where the negative perceptions of impulse are reduced, stores


should have highly legible environment and implement steps to promote
shopping efficiency. This implies that marketers and retailers need to design
shopping environment that reduce the expected shopping difficulties of their
target consumers. It is important to understand that shoppers have varying types
and amounts of product and store knowledge, which may affect their navigational
search strategies. Time pressure affects the unplanned purchase in such way its
realization increase that the time for shopping passed. These results are
consistent with previous research such as Iyner (1989). The findings do not
support the proposal of Grossbart et al. (1990) that shoppers do not an impulse
buying behavior when they perceive the store crowding. The study of the impact
of perceived crowding on the unplanned purchases showed that both the spatial
crowding and human crowding had a positive influence on this behavior. These
findings are consistent with Jiunn-Ger (2004) suggestion that human density is
positively correlated with impulse purchasing.
Research Journal of Management Sciences (Vol. 1(4), 1-5, November (2012)
The results show that the respondents do not show any difference as far as age
is concerned. They are more or less similar in their attitude towards buying i.e.
respondents of same age groups show similar attitude because they are keener
towards the newer and newer things. Education wise it was found that people
having more knowledge were more impulsive in their buying behavior .The
reason could be that they are more aware about the products and the moment
they find the product they are unable to control themselves while purchasing the
products. Occupation-wise it was also found that because those people who
were in better occupation showed more impulsive buying behavior because of
their affordability to purchase the products showing that there is association
between the occupation and the impulsive buying behavior.
International Review of Management and Business Research (Vol. 2
Issue.1, March 2003)

Purchasing and buying pattern has changed over the time periods. The
consumer which was thought to be rational is now considered to driven by
something other than rationality. Sarki, Bhutto, Arshad, &Khuhro (2012) found out
that buying is more emotional rather than rational. This research also found that
there are different things that effect buying that includes culture and lifestyle as
they drive consumers towards the product that they actually buy. Customers
regardless of the culture go through a five well defined steps of making a
purchase decision such as search information, need recognition, purchase and
post purchase decisions and evaluation of alternatives, and at every stage
culture is a major force that influences it. A research on china gave the facts
about the purchase pattern of a different culture. Culture in china is more of
collective in nature so the research found that collectivist values influence their
purchasing decision more than anything.

INTRODUCTION
Research is an inseparable part of human knowledge. Modern academics just
cant stand and meet the aspirations of a matured society if it doesnt provide
research and investigation. The objective function of research is to add new
knowledge to the existing line, but its power for cleaning out mind is notable.
The scientific method is more systematic, procedural, exhaustive, planned, no
biased, etc. so marketing research or business research should be proper
prepared in sequential manner to complete their research process by solving
their problem identified. Business researches are also scientific methods of
gathering information about unknown variables in business and hence business
research process is completed after sequential steps.
This part of research report is very much important because it explain the
concept and procedures followed by the researcher to study the problem. It is
helpful to reader to understand whole study easily.

PROBLEM STATEMENT
Identifying and defining of the problem is the starting point of the research
process. It is the most important part of research process. In business,

researches are basic researches which are done to augment the knowledge of
that particular discipline. In most of the cases business researches are the
applied researches. They can be seen as problem solving process or
opportunity tapping process.
Here the problem statement is To study the impulse buying behavior of
consumers.

RESEARCH OBJECTIVES
The Primary Objective of the study is to understand and analyze the consumer
behavior, attitudes and perceptions that result in impulse buying.
Secondary objectives
To evaluate the stimuli that triggers impulse buying.
To examine the effect of sensory cues in impulse buying behavior.

To suggest marketing strategies to B>More to attract more customers

RESEARCH DESIGN
A research design can be defined as a framework or blueprint for conducting the
market research project. It specifies the details of the procedures necessary for
obtaining the information needed to structure and/or solve marketing research
problems

TYPE OF RESEARCH

Here the research is conducted to study out the impulse buying behavior of
consumers.
This research is based on Descriptive type as it describes the data and
characteristics about what is being studied.

SAMPLING DESIGN
Another part of the research process is to determine the sampling size and
sampling design. When a marketing research is to be carried out it has to decide
whether it would be census survey or sample survey. While determining sampling
design and sampling size one has to consider 2 major considerations i.e.
sampling size, sampling procedures.

SAMPLE SIZE
300 customers visiting organized retail outlets

SAMPLING PROCEDURE
Non probability sampling (Convenience sampling, Snowball Sampling)

DATA COLLECTION METHOD


There are two types of sources available from which one can select the data:

Primary Data

Secondary Data

The research project has primary data as well as secondary data for different
reasons.
Primary Data: It is described as those data that have been observed and
recorded by the researcher for the first time to their knowledge. The data is
original in character and highly representative and unbiased.
In this report primary data will be collected using a structured questionnaire
including open and close ended questionnaire. We will also use observation
method for the same.
Secondary Data: The data collected in order to support primary data and to get
more knowledge is known as Secondary Data. It is the data already been
collected by others which may be published or unpublished. This data is primary
data for the agency that collects it and becomes secondary data for someone

else who uses this data for his own purpose.


In this research project, secondary data is collected through companys website,
database, journals and magazines.

TOOLS FOR ANALYSIS


Data will be represented using software like MS EXCEL in the form of different
graphs and charts and we have also use percentage method for the same.

LIMITATIONS OF THE STUDY


The study is restricted to some areas of city, hence the results may not
hold true for all the areas in which the company operates.

Inaccuracy of the respondent might affect the result.

Question: - 1

STIMULUS

Extremely influential
influential

Neutral

Less
Influential

Not at all
Influential

TOTAL
(%)

Window/In-store
Display

23

37

23

12

100

Disposable Income

17

32

26

17

100

Magazine
Advertising

14

26

37

21

100

Radio/TV
Advertising

19

27

30

22

100

Salesperson

14

28

28

27

100

Price and discount

46

25

22

100

Quality

59

32

100

Emotional
Attachment

12

35

17

15

21

100

IN STORE DISPLAY

No of respondents

Percentage (%)

Extremely influential

69

23

Influential

111

37

Neutral

69

23

Less influential

36

12

Not at all influential

15

Total

300

100

INTERPRETATION:From the above chart, we can tell that In- store display is important factor for
impulse purchase. Display Merchandise will help the store to attract consumer.
DISPOSABLE INCOME
No of respondents

Percentage (%)

Extremely influential

24

Influential

51

17

Neutral

96

32

Less influential

78

26

Not at all influential

51

17

total

300

100

INTERPRETATION:Disposable income does not play huge role for impulse purchase. It is influential
but not that much that will trigger the intention of impulse purchase.

MAGAZINE ADVERTISEMENT

No of respondents

Percentage (%)

Extremely influential

Influential

42

14

Neutral

78

26

Less influential

111

37

Not at all influential

63

21

Total

300

100

INTERPRETATION:This factor also doesnt play that much role for impulse purchase. It doesnt
matter consumer if advertisement is there or not if they are going for impulse
purchase.
RADIO/T.V. ADS
No of respondents

Percentage (%)

Extremely influential

Influential

57

19

Neutral

81

27

Less influential

90

30

Not at all influential

66

22

total

300

100

INTERPRETATION:Radio and T.V. advertisement are not that much important for impulse purchase.
Because it is not that much remember by consumer at the time of purchasing
goods.

SALES PERSONS
No of respondents

Percentage (%)

Extremely influential

Influential

42

14

Neutral

84

28

Less influential

84

28

Not at all influential

81

27

total

300

100

INTERPRETATION:Sales person is important factor for impulse purchase. This will goes in the favor
of store or it will goes against them .

PRICE AND DISCOUNT


No of respondents

Percentage (%)

Extremely influential

138

46

Influential

75

25

Neutral

66

22

Less influential

18

Not at all influential

Total

300

100

Interpretation:It is one of the most important factor for impulse purchase. Because of human
nature we much more attracted towards different offers and scheme.

QUALITY
No of respondents

Percentage (%)

Extremely influential

177

59

Influential

96

32

Neutral

15

Less influential

Not at all influential

Total

300

100

INTERPRETATION:Quality is also very important factor. People who love to wear branded and
quality cloths are very much tend to do impulse purchase if they like the quality of
cloths.

Emotional Attachment

No of respondents

Percentage (%)

Extremely influential

36

12

Influential

105

35

Neutral

51

17

Less influential

45

15

Not at all influential

63

21

Total

300

100

INTERPRETATION:It is influential factor because one may have attachment towards different brands
or towards some stores and it will influence our impulse purchase .

QUESTION: 2

Senses

Most

Very

Important

Important

Sight

55

32

Sound

34

Average

Less

Least

Total

Important

Important

12

100

34

16

14

100

Smell

12

36

34

12

100

Touch

37

40

22

100

SIGHT
No of respondents

Percentage (%)

Most important

165

55

Very important

96

32

Average

36

12

Less important

Least important

total

300

100

INTERPRETATION:It is most important sensory cues that will trigger impulse buying behavior.
Because things that look good to our sight that will attract us more. As we see
that 55% of respondent are considering this factor most important.

SOUND
No of respondents

Percentage (%)

Most important

Very important

102

34

Average

102

34

Less important

48

16

Least important

42

14

Total

300

100

INTERPRETATION:Sound is influencing the stay of consumer in an outlet. As we can see that 34 %


of the respondent says that it is important factor for impulse purchase.

SMELL
No of respondents

Percentage (%)

Most important

36

12

Very important

108

36

Average

102

34

Less important

36

12

Least important

18

Total

300

100

INTERPRETATION:Fragrance or smell plays important role in impulse purchase. It influence the


timing spent in the store and it will increase the chance of impulse purchase.

TOUCH
No of respondents

Percentage (%)

Most important

165

55

Very important

96

32

Average

36

12

Less important

Least important

Total

300

100

INTERPRETATION:55% of the respondents think that it is the most important factor because it gives
them the feel of the cloth and when it satisfies them, chance of impulse purchase
increase.

QUESTION: - 3

Stimulus

Strongly Agree
agree

neutral

Disagree Strongly Total


Disagree

I tend to rely on
store display when I
make a decision to
make a purchase.

11

49

32

100

If I see an interesting 28
promotional offer
(reduced price, sales
promotion, etc) on In
store signs, I tend
to buy.

42

23

100

Sales/clearance
signs entice me to
look through the
clothing.

24

45

24

100

I am more likely to
make an unintended
purchase if the
clothing has a sale
or clearance signs.

23

31

27

19

100

I have difficulty to
controlling my urge
to buy when I see a
good offer.

22

27

35

12

100

INTERPRETATION:From the above frequency table we can identify that store display playa the major role
for impulse purchase. Around 50% of the respondents are depends on store display for
making choice and they judge the store by their display clothing. More the offer and
schemes display in the store more the urge of purchasing cloth from the store.
QUESTION:- 4

stimulus

Strongly Agree
Agree

neutral Disagree Strongly Total


Disagree

The scent coming


from the store
entices me to go
inside.

29

40

17

100

If the store smells


good I tend to stay
longer and look at
the merchandise.

38

37

13

100

If a store scent is
pleasant I intended
to go back to the
store in future.

10

30

38

16

100

I tend to buy more


than planned if the
store aroma is nice.

16

32

28

100

I am more likely to
6
make an unintended
purchase if the store
smells food.

21

32

30

11

100

INTERPRETATION:From the above frequency it is found out that smell does not create huge impact
on impulse purchase. Most of the factor has been rated average by respondents.
It just increases the spending time of consumer in the store and might be
influence the impulse purchase.
QUESTION: 5

STIMULUS

Strongly
Agree

Agree

Neutral Disagree Strongly


Disagree

TOTAL
(%)

The music playing in the


store affects my
purchase
Intention

12

26

33

22

100

If I like the music inside


the store my chances of
buying become greater

28

31

28

100

I spend more time in the


store looking around, if I
like the ambience and
the
background sounds

15

42

26

14

100

The more time I spend


touching the
merchandise, greater
are
my chances of buying

14

32

35

15

100

INTERPRETATION:From the above frequencies, we have found out that ambience and store lookout

influence the timing spend in the store buy consumer and it will create more
chance for impulse purchase.
Likeable music also influences the purchase intention of the consumer and the
chance of purchasing increase by touching the material of the cloth.

1) From the various individual stimuli we have found out that the about 46%
and about 59% of respondents say that their impulse buying behavior is
greatly influenced by price and discounts offered and quality respectively.
While 27% of the respondents feel that salesperson in the retail stores
have no influence on their buying behavior.
2)

The frequency suggests that 55% customers feel that sight is the most
important sensory organ for them while making a purchase decision while
all the other factors are also very important. However majority of customers
feel that touch is also an important factor after sight.

3) As per the survey data 49% of respondents say that their impulse buying
behavior is greatly influenced by store displays. 42% of the total respondent
says that if they see an interesting promotional offer they tend to buy
respectively. While the customers opinion is varied when it comes to
controlling the urge to buy when they see a good offer.
4) As per the survey data 38% of the respondents feel that if the store smells
good they tend to stay longer and look at the merchandise however smell
cues do not entice the customer to make unplanned or impulse purchase.
5)

As per the survey data 42% of the respondents spend more time in the

store looking around, if they like the ambience and the background sounds.
Also the background music does influence the purchase decision of the
customers to some extent. It was also found that more time the customers
spend touching the merchandise; greater are their chances of making a
purchase.

The research presents an interesting and fascinating area for consumer


research and this study will attempt to provide a deeper understanding of the
interaction between consumers buying behavior and in-store stimuli with
respect to impulse purchase decisions. The major findings from the study can
be summarized as follows:
The most effective stimuli that trigger impulse buying in consumers was found to
be price and discounts offered along with any sale or clearance sign, which
majorly influence the purchase intentions of the customer.
The survey also helped rank the sensory abilities in order of their importance to
influence the purchase decisions. It was found that Sight was the most important
in influencing the buying behavior of consumers.
From the understanding gained after the survey, it can be said with some
understanding that sensory cues play a crucial role in predicting the impulse
buying behavior of the customers. They are successful in enticing the customers
to make unplanned purchases which the customers dont even come to know of.
It can be said with some degree of confidence that the visual merchandising as
well as other sight cues prove to be fairly successful in determining the consumer
buying behavior.
The attitude and perception of customers towards impulse buying is largely

shaped by the factors of visual merchandising and sensory cues.


While smell cues have only limited contribution to consumer buying behavior.
sound and touch also play significant role in determining the amount of time a
customer spends in a store and the result of increased time spent on the
intention to purchase.

From the above data we suggest the following things to the B>more.
1) Go Online: If b>more wants to expand more. They should go online for 2
purposes.

a)

To

Increase

Sales

&

b)

To

Push

Marketing.

a) By going online, b>more can open their own website. So that loyal
customers can shop from home and even new customers can be targeted.
b) They can even market themselves by interacting with customers through
different social networking sites and even by giving advertise on different
websites.
2) Location: Current location of b>more is exactly opposite side of the bridge.
That overshadows b>more. There is also a parking problem. So, they can
shift their location.
3) Heavy But Effective Marketing: They can do heavy marketing by targeting
premium segment of society. For that they can give coupons at the places
where premium segment can be targeted. Example: TGB restaurant, Audi
Showroom, BMW showroom, Tennis club etc.
4) Maintain Customer Track Record: They should maintain proper track
record of customer to communicate offer to them and also to make future
decisions. For that they can issue membership card.

BOOKS:
krishna k. havaldar Industrial Marketing. Tata McGraw-Hill Education,
2005.
Schindler, D. C. (2007). Business Research Methods. Banglore: Tata
McGrawHill.
Leon Schiffman, L. L. (2009). Consumer Behavior . Pearson .

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Bhakat, G. Muruganantham & Ravi Shankar. "A Review of Impulse Buying
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Dani-elKebir, Amel Graa and Maachou. "APPLICATION OF STIMULUS &
RESPONSE MODEL TO IMPULSE." Serbian Journal of Management
(2011).
<http://www.sjm06.com/SJM%20ISSN14524864/7_1_2012_May_1_170/7_1_53-64.pdf>.
Faber, Seounmi Youn and Ronald J. "Impulse Buying: Its Relation to
Personality Traits and Cues." Advances in Consumer Research (2000):
179-185.
<http://www.acrwebsite.org/search/view-conferenceproceedings.aspx?Id=8383>.

"http://www.reportlinker.com/ci02118/Clothing-Stores.html." 2013.
SHAHID BASHIR, MUHAMMAD ZEESHAN,SABBARDAHHAM SABBAR.
"Impact of Cultural Values and Life Style on Impulse Buying." International
Review of Management and Business Research (March 2013).
<http://irmbrjournal.com/papers/1378392338.pdf>.