Beruflich Dokumente
Kultur Dokumente
Submitted To:
Submitted By:
Disha Sood
Nitika Arya
Srishti Raut
Sakshi Sehgal
Table Of Content
I. Declaration
II. Acknowledgement
1. Introduction
2. Overview
3. Situational Analysis
11
12
5. Literature Review
13
6. Research Methodology
18
7. Data Analysis
20
8. Key Findings
48
9. Suggestions
50
10. Limitations
51
11. Questionnaire
52
12. Bibliography
63
Page !2 of !63
I. Declaration
I hereby declare that the project titled "To evaluate the consumer acceptance of Fables - A
Fab India western wear" submitted to national institute of fashion technology, Bangalore is the
original research work carried out by us under the guidance and supervision of Dr .Sanjeev
Malage .
I further declare that this project or part thereof has not been submitted in any form for any other
degree or diploma. All information included from other sources has been duly acknowledged.
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II. Acknowledgement
We take this opportunity to express our gratitude to the people who have been instrumental in
guiding us and giving a helping hand for this project.We wish to extend our sincere appreciation
and gratitude to our mentor, Dr. Sanjeev Malage for his supervision, guidance and patience. We
were privileged to experience a sustained enthusiastic and involved interest from his side.We would
also like to thank Ms.Renu Kalevar, store general manager Fabindia Indiranagar, Bengaluru for
her kind support. We would also like to thank the staff at the store for their kind cooperation. I
would also thank our Institution and our faculty members and we also extend our heartfelt thanks to
our family and well wishers.
Name:
Date:
Place:
Page !4 of !63
The aim of this research is to evaluate the consumer acceptance of the brand Fabels - which
is a part of FabIndia's ethnic western wear. In may 2014, Fabindia came up with a western
wear brand known as FABELS, designed by Alistair Blair, who has already worked for
brands like Chloe, D & G, and now Fabels. this market research is done to study whether a
consumer who has previously bought from Fabindia was aware about the launch of Fables
and will they be interested in buying this new product or not.
The target market of our research was the consumer already buying products from Fabinida
that is the customers of Fabindia. we have made an attempt to find out what is their buying
behaviour i. e how many stores do they usually visit while shopping , how much do they
spent on each product like apparels, organic product, home furnishing, accessories , what is
their perception about Fabindia according to them what attributes are most important while
they shop. With the help of this research we can make out whether Fabindia with its new
launch can create the same image it has now for it's products.
Also with so many competitors of western wear like Zara, mango, mother earth, whether
fables will be able to establish itself as a western wear brand in the market. We have
prepared primary data with the help of questionnaires, surveys which we did in order to get
a clear view. The respondents belonged to the age group ranging from 18- 35, we have tried
to cover every way through which we could find about the consumer behaviour.
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Table No
Description
Sr
1.1
26
1.2
27
5.1
1.3
1.4
29
30
6.1
1.5
Consumer profile of
Fabels
1.6
Pyschographics
31
6.2
1.7
32
6.3
33
6.4
Consumer Occupation
2.1
Frequency of purchase at
Fabindia
34
6.5
Pyschographics
2.2
Items purchased at
Fabindia
35
6.6
10
2.3
36
11
2.4
37
8.1.A
12
2.5
Rating of Products
Category at Fabindia
38
8.1.B
13
2.5.1
8.2.A
Price - Unaware
consumer
7
8
28
Table No Description
Men's Apparel
Readiness levels
Competitve Analysis
14
2.5.2.
Women's Apparel
39
15
2.5.3
Home Dcor
40
8.2.B
16
2.5.4
Organic Products
17
2.5.5
41
8.3.A
Quality - Unaware
consumer
42
8.3.B
43
8.4.A
Comfort - Unaware
consumer
8.4.B
Comfort - aware
consumer
18
19
3.1
20
3.2
21
3.3
45
8.5.A
Design - Unaware
consumer
22
3.4
Repurchasing behaviour
46
8.5.B
47
8.6.A
48
8.6.B
23
24
4.1
Readiness to purchase
25
4.2
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44
1. Introduction
Fabindia was founded with the strong belief that there was a need for a vehicle to market the vast
and diverse craft traditions of India and thereby help fulfil the need to provide and sustain rural
employment.
Our endeavour is to provide customers with hand crafted products which help support and
encourage good craftsmanship.
-John Bissell
Fabindia is India's largest private platform for products that are made from traditional techniques,
skills and hand-based processes. Founded in 1960 by John Bissell to market the diverse craft
traditions of India, Fabindia started out as a company exporting home furnishings. The first
Fabindia retail store was opened in Greater Kailash, New Delhi. Fabindia has 175 retail stores
across India and 1 store each in Dubai, Italy, Nepal, Mauritius and Singapore.
In May 2014, Fabindia launches a western wear brand, Fables designed by luxury brands designer,
Alistair Blair who has worked for brands like Chloe,D&G.Fables contains western styled clothes
made out of natural Indian fabrics.
The Study of Consumer acceptance towards Fabels - A Fabindia Ethnic western wear brand.This
study is aimed at understanding whether a consumer who has previously experienced Fabindia
would invest in purchasing from Fabels, considering that Fabindia has created its own identity with
regards to ethnic Indian wear. This new expansion of its product range , aimed at being a successful
venture amongst its loyal customer base and expanding it, the study will gauge the consumer
behaviour & perceptual mapping to understand the consumer opportunity that lies for Fabels .
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2. Overview
Fabindia is India's largest private platform for products that are made from traditional techniques,
skills and hand-based processes. Fabindia, by the early eighties, was already known for garments
made from hand woven and hand printed fabrics. The non-textile range was added in 2000, while
organic foods, which formed a natural extension of Fabindias commitment to traditional techniques
and skills was added in 2004, with personal care products following in 2006. Handcrafted jewellery
was introduced in 2008.
Fabindia links over 55,000 craft based rural producers to modern urban markets, thereby creating a
base for skilled, sustainable rural employment, and preserving India's traditional handicrafts in the
process.
Fabindia's products are natural, craft based, contemporary, and affordable.
The company has continued to focus mainly on the artisans and source it products from over 15,000
craftsperson across India. With a strong foundation, the company has been successful in increasing
their presence all over India. They have also opened some international stores in Italy, UAE, Qatar
and China.
Vision
To celebrate India, and endeavour to bring all the love about India to customers around the world.
Mission
To harness the transformative power of a well-run business committed to profitable growth in
support of Fabindias Vision.
To strengthen and support the community of customers, designers, artisans, farmers, makers and
entrepreneurs inspired by India.
To give the customers products that delight them by interpreting the rich heritage and traditional
knowledge, while protecting the natural environment.
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a collection of western wear like jackets, shirts, trousers (for men and
women) and tops and dresses (for women) under newly coined label Fabel. The range would be
available at 10 stores in New Delhi, Mumbai, Bangalore and Chennai in the first phase of the soft
launch. It is designed by Alistiar Blair, who has worked with high-end labels like Givenchy, Chloe,
Valentino and Cerruti, the first two lines under Fabel would be retailed from 30 re-conceptualised
Fabindia stores. Fabindia hopes that Fables would contribute at least 10% to the company's revenue
within the next 18 months. An average Fable garment is priced between Rs 1,000 to Rs 5,000.
3. Situational Analysis
In May 2014 , Fabindia entered the market of Ethnic formal wear, with Fabels launched in its
Flagship stores. The owner of Fabindia quotes, "Fables is a part re-invention. The market for ethnic
clothing is for occasions or when people feel patriotic but ethnic as everyday wearing is not
prevalent anymore. Fabindia says that they felt the need to introduce the western wear brand to
target the youngsters, who prefer Zara, Marks & Spencer and Mango brands, over ethnic clothes
such as kurta pyjamas , to festive occasions or to an evening wear. Fabindia had already introduced
a fusion line in 2006 which is doing very well. Today, the company's fusion line is growing faster
than the traditional products. The fusion line contributes about 30% to the companys turnover.
They want to take this further by this newly launched western wear line, Fabel. The ethnic products,
including salwar kameez and lehenga choli, are growing at an annual rate of 12%, fusion line has
20%. The fusion dressing business is a Rs 120 crore one for Fabindia and the company is aiming to
double it in the next one year. Fabindia expects the global line to contribute 30% of the company's
revenue by 2016-17.
A1 Sales Contribution of Product
8%
10%
60%
Apparel
Home Furnishings & Linen
Organic Products
Accesories
To deduce the positioning space for Fabels in the desired consumer market
Based on the perceptions that the consumer create regarding Fabels , to analyse the positioning
that it creates in the consumers mind.
5. Literature Review
To gain a better understanding of the apparel fashion market , with regard to the consumer
behaviour , it is essential that we understand the various aspects of the consumer behaviour and
perception. As the consumer is an integral part of our research proposition for Fabels , following are
some of the research paper reviews with regards to the various facets of the consumer buying &
marketing.
Noel Mark Nol (University of South Florida)1 This article proposes an illustrative pilot
study that applies magnitude estimation (psychophysics) as a convenient method to benchmark
consumer perceptions of the various marketing dimensions that come to define total quality .The
article creates a skeleton methodology and measurement that allows a researcher to benchmark over
time consumer perceptions amongst competing products given different treatments and on different
quality dimensions .The study results are illustrative of easy-to-interpret ratio-based percentage
differences . The response patterns for each quality dimension can be tested for their significance in
changing respondent perceptions .
Banyt, aneta Paunksnien and Aura Rtelion (Kauno technologijos universitetas)2
This article identifies one variable of consumer behaviour called perception, seeking to identify its
usage possibilities while developing marketing to women. This article defines perception as a
variable of consumer behaviour with context to marketing to women.
sensation, attention, interpretation and retention are the four components of a perceptual process.
This article states that it is very important for the business to understand the peculiarities of
marketing to women as the women constitute of more than 50% of the world population and also
the income of women is rapidly increasing. Women make 80% of the decisions when it comes to
buying and the priorities, attitudes and hobbies of men and women are very different. It is very
important for the companies to differentiate between the two. The author has conducted a research
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and found that the women make decisions differently than men, women look for a perfect variant
while men look for an acceptable one. Women are prone to purchasing the same product again and
men make decision every time and evaluate the product each time. After understanding this
difference the author has analysed every step of the perceptual process. The author found out that
using the interpretation of the perceptual process and its elements while considering the aspect of
marketing to women, the main purpose of the study is to present a particular system of womens
culture and implement the knowledge to all stages of decision making process.
Stefan Hampel (Unister Gmbh), Daniel Heinrich (University Of Mannheim), Colin
Campbell (Monash University) (Journal Of Advertising Research March 2012)3 investigated the
effects of premium-print advertising techniques on the consumer behaviour. The study was
exploratory and though limited in its generalizability, it provides an important initial step toward
better understanding the effects of the growing area of premium print technology. The finding of the
research provide an interesting understanding of a consumer perception to a brand. They inferred
that premium print ads results in a higher willingness of a consumer to pay a certain price for the
product advertised for. Though an expensive approach for advertising takes place it results in a
higher willingness to buy. The brand perception also elevates to a prestigious level. But the research
limits itself as it focuses on measured attitudes and buying intentions as opposed to real buying
behaviour.
Arpita Khare and Sapna Rakesh (Allahbad University)4 analysed the predictors of fashion
clothing involvement among the Indian youth. The research findings suggest that the limited
exposure of Indian youth with global fashion clothing brands may affect their choice and
involvement.To understand the relationship between fashion clothing product involvement,
purchase decision involvement and advertising involvement with consumption involvement is what
study revolved around. The consumption involvement attribute was kept as the dependent variable.
The intent was to study the impact of consumers consumption involvement with fashion clothing
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with respect to other three variables.It was found that Indian youth gives importance to fashion
clothing brands, i.e., there is high correlation between product involvement and consumption
involvement. Also, if the product is important for the consumer, there will be greater purchase
decision involvement experienced by the consumer for that product category.The findings imply
that advertising of fashion brands plays a significant role in determining the consumption
involvement of the youth. In India it appears, women are more influenced by advertising.
Womenswear Industry Profile: India. (Dec 2012)5 - The Indian womenswear market
experienced double digit growth between 2008 and 2010. This industry has continued
to
experiences strong growth, however at a decelerating rate during 2011 and 2012. During the
forecast period, this trend is predicted to continue however the market is expected to gradually
decelerate towards 2016, with annual rate dropping to 5.7% in 2017.The performance of the market
is forecast to decelerate, with an anticipated CAGR of 6.6% for the five-year period 2012 - 2017,
which is expected to drive the market to a value of $5,093.2 million by the end of 2017.The Indian
womenswear market grew by 8.7% in 2012 to reach a value of $3,707.3 million.The compound
annual growth rate of the market in the period 200812 was 9.4%. India accounts for 2.4% of the
Asia-Pacific womenswear market value.Clothing, footwear & accessories retailers form the leading
distribution channel in the Indian womenswear market, accounting for a 90.5% share of the total
market's value. In 2017, the Indian womenswear market is forecast to have a value of $5,093.2
million, an increase of 37.4% since 2012.The compound annual growth rate of the market in the
period 201217 is predicted to be 6.6%.
Johannes Stolz, Horacio Molina, Jess Ramrez and Nikolaus Mohr
(ETEA,
purchasing was addressed to consumers of different age groups in Germany and Spain. Through this
research the author found out the research demonstrates varied perceptions of the sustainable
product offer between German and Spanish consumers. The results emphasise the expectations
about higher existing environmental awareness among the German consumers due to a more
developed sustainable market in Germany. Also found out that both Spanish as well as german
consumers mainly buy sustainable products because of their impact on the society. Concerns about
the ecosystem are inferior to the social impact.
Wayne.D.Hoyer , Steven P.Brown (Journal of consumer research)7 The article explores the
Effects of Brand awareness on choice for a common or repeat purchase of a product.In situation
involving common, repeat-purchase products, the consumer may choose a brand on the basis of a
simple heuristic( e.g. brand awareness ,pricing , packaging) and then evaluate the brand subsequent
to purchase. In such instances , awareness results mainly from exposure to advertising and other
sources of information. A growing body of evidence however has shown that a consumer is a
positive recipient of the product information and does not want to waste time in choosing among the
brands, but in case of repeat products the consumer may choose the product on the basis of the
heuristic(e.g. brand awareness, pricing, packaging) and evaluate the brand to purchase. In such
cases advertising plays an important role. The questions of interest in this study is how brand
awareness affects the choice probability and sampling of a common and repeat purchase.
Consumers choosing among a set of unknown brands are likely to sample more brands as compared
to a well known brand. the presence of a known brand in a choice set may have some negative
effect on the consumer's ability to detect differences in product quality across brands. Awareness not
only influence the first choice but it may also affect choice on subsequent selections.
Galbreth , Michael R. Ghosh, Bikram (Decision sciences)8 This article explores the
impact of consumer awareness on competition & sustainability.Sustainability, a broad concept that
includes numerous environmental and social dimensions, has emerged as an important product
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evaluation criterion for consumers. Sustainability on consumer behaviour depends on two factorseach individual consumer's unique level of concern about sustainability ,and the general level of
awareness regarding the sustainability of competing products. According to the research increase in
marginal sustainability can benefit every firm, including the less sustainable one, when awareness is
sufficiently high. the sustainable firm can directly influence the general level of awareness, and the
distribution level of sustainability concern among users is non uniform.
James Ashton (Evening Standard. 11/11/2013)9, Marks & Spencer today said it will double
its presence in India, taking its total number of stores in the country to 80 by 2016. Chief executive
Marc Bolland said: "India is a priority market for M&S and, working closely together with our
partner Reliance Retail, we have set a clear plan to build a leadership position here. Now with 36
stores, we have the ideal platform to accelerate our growth.
Aradhna Krishna, Imran S. Currim & Robert W. Shoemaker (Consumer Perceptions of
Promotional Activity)10 This research talks about consumer perceptions of how frequently various
brand-sizes are promoted. The authors have proposed a conceptual framework that links managerial
pricing and promotional policies with consumers purchase behaviour. Through this study they
found out that about 62% of the consumers knew correctly whether the brand went on sale or not
during the 12 days period and only very few knew about the exact sale price and these few were
very young and had larger family size , read the weekly flies of items on sale more frequently.
People tend to overestimate the deal frequency of the brands that were not often promoted and
underestimate for the brands that were often promoted. Also found that the expected deal frequency
is correlated to the past deal frequency.
6. Research Methodology
6.1 Research Type
For the purpose of this study, our research will be Descriptive in nature, defining the characteristics
of the consumers of FabIndia and answering the following question:
1. Who are the consumers of Fabels ? Defining the consumer profile
2. What are is their buying behaviour, and perception with regards to Fabels & Fabindia ?
3. How much is their awareness regarding Fabels? And their willingness to purchase Fabels ?
4. What is their consideration set with regards to Fabels ?
It is Cross Sectional by approach as it pertains to the launch period of the brand Fabels by Fabindia
and the study is being conducted in the early stage of the product life cycle which is - Introduction.
6.2 Methods Of Data Collection
For the Purpose of this study we will use the Survey method of Data collection.
6.2.1 Data Sources :
Primary data: Data will be obtained from consumers of Fables and FabIndia. Along with that we
will obtain information from store manager of FabIndia, Indiranagar
7. Data Analysis
1. Sample Analysis
1.1 Age of the sample
VALUE
FREQUENCY
18 - 24
31
25 - 34
41
35 - 44
12
45 - 54
11
55 & OVER
5%
11%
31%
12%
18 - 24
25 - 34
35 - 44
45 - 54
55 & OVER
100
41%
The majority of the sample belongs to the Young adults age group of 25 -34. Followed by the 18
- 24 age group in majority
1.2 Gender of the sample
VALUE
FREQ
Male
28
Female
72
80
70
60
50
40
30
20
10
0
72
Male
Male
Female
28
Female
1.3 Occupation
Occupation
Frequency
11%
Value
37%
EMPLOYED
Employed
37
Self Employed
21
Student
31
SELF
EMPLOYED
STUDENT
Homemaker
11
HOMEMAKER
31%
21%
100
The majority of the sample are employed ( 37%) the student part of the sample (31%) follows
respectively
6
Value
Frequency
Between 2.6
Lacs - 4 Lacs
Between 4.1 L
- 6L
31
More Than 6L
56
56
31
1.5 Number of stores visited while shopping for an everyday wear dress
6% 7%
Value
Frequency
2-4
50
5 -7
37
8 & More
1
2-4
37%
5-7
50%
8 AND MORE
Strongly Agree
38
35
38
33
Agree
Neutral
Disagree
Strongly Disagree
36
36
32 31
28
26
23
21
17
19
16
11
10
11
4
2
1
15
13
0
2
Statements
Strongly
Agree
Agree
Neutral
Strongly
Disagree
Disagree
33
38
17
10
16
35
38
11
21
32
31
13
15
26
36
19
23
36
28
11
The sample buys clothes regardless of what the current fashion exists,they are not Fashion sensitive.
Prices do matter , but Designer labels dont. And all the shopping trips are planned carefully. We
further made an attempt to understand the psychographics of the Target group defined by Fabels 18 - 24 & 25 - 34.
We have used the Statistical Tool of Chi square to test if there is a significant difference between the
psychographics of the 2 respective age groups wherein,
Statement 4 - I prefer to buy well-known designer labels rather than take a chance on something
new. - 5.79
33
31
30
31
28
28
26
25
25
22
20
20
18
16 16
18
16
19 19
18
18
16
15
10
13
10
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
10
8
5
5
0
Product Range
& variety
Price
Quality
Comfort
Design
To further read into the chart, we calculated the weighted average, through which Quality (3.5) ,
Comfort (3.33) & Design (3) matters the most to the consumer. Followed by product range &
variety and Price of the goods.
Value
Frequency
57
50
Every Month
Every 2 Months
15
Every 3 Months
23
More Than 3
57
40
More Than 3 months
Every 3 months
Every 2 months
Every Month
30
23
20
15
10
0
More Than 3
months
Every Month
90
83
80
70
Value
Frequency
60
Ready To wear
Garments
83
50
Home Linen
26
40
Organic Products
23
30
Personal Care
19
20
Accessories
16
Furniture
26
Ready T
Home L
Organic
Persona
Access
Furnitu
23
19
16
7
10
0
Ready To wear Home Linen
Garments
Organic
Products
Furniture
Majority purchases ready to wear garments followed by Home linen gaining the second position
and the rest follow
42
40
Value Frequency
100-1000
35
30
15
26
1001-2000
26
25
2001-3000
42
20
17
15
15
3001 and
above
17
10
5
0
100-1000
1001-2000
2001-3000
45
40
40
34
35
30
34
28
28
26
20
25
24
25
20
19
18
28
24
20
20
18
17
16
15
14
15
12
10
10
9
7
5
0
1
Traditional Work and quality are the major reasons why a consumer shops at Fabindia. Also the
Brand has created a value proposition for itself in the consumers mind.
39
38
35
31
30
30
25
23
HIGHLY S
SATIS
AVG
UNSATIS
HIGHLY UN
NA
23
20
19
20
16
15
35
34
33
15
13
12
9
10
10 10
13
12
0
VARIETY
QUALITY
SERVICE
PRICE
DISPLAY
According to the consumers of Fabindia, the product variety, quality, price and display of the
goods in the store of mens apparels is Satisfactory whereas the service provided by the sales
staff is only Average.
2.5.2 Womens Apparel
50
45
43
40
40
37
35
33
30
30
25
34
33
25
24
HIGHLY S
SATIS
AVG
UNSATIS
HIGHLY UN
NA
24
21
21
20
16
15
11
9
10
6
5
11
7
5
11
11
8
5 5
1
0
VARIETY
QUALITY
SERVICE
PRICE
DISPLAY
Mostly consumers of Fabindia find the product variety, quality, price, display of the goods in the
store and service provided by the sales staff in case of womens apparels to be Satisfactory.
2.5.3 Home Decor
40
35
35
33
32
30
30
31
30
27
25
25 25
22
HIGHLY S
SATIS
AVG
UNSATIS
HIGHLY UN
NA
22
19
20
16
15
11
11
11
11
10
7
5
11
11
7
5
14
13
0
VARIETY
QUALITY
SERVICE
PRICE
DISPLAY
The variety of Home Furnishing and Dcor items is considered to be average by the maximum
no. of people. However, a very close and equal ranking is also given to Highly Satisfactory and
Satisfactory. Quality and Service provided by the sales staff is Satisfactory. Display of the goods
is Average whereas Price is Satisfacoty-Average for most of them.
45
40
35
30
32
30 30
29
29
29
HIGHLY S
SATIS
AVG
UNSATIS
HIGHLY UN
NA
27
24
25
20
19
20
17
16
15
15
13
12
10
10
10
10
8
6
10
10
8
0
VARIETY
QUALITY
SERVICE
PRICE
DISPLAY
Fabindia consumers are highly satisfied by the variety and quality it offers for Organic Products.
The service provided by the sales staff is only of average level. However, the price and display of
the goods is also pretty satisfactory.
2.5.5 Jewellery & Accessories
40
38
36
35
35
34
30
30
27
24
25
HIGHLY S
22
20
AVG
18
15
UNSATIS
14
13
11
10
SATIS
20
14
14
14
14
15
11
14
14
11
0
VARIETY
QUALITY
SERVICE
PRICE
DISPLAY
HIGHLY UN
NA
Jewellery and accessories section seems not to be very pleasing to Fabindia consumers as most
of them think that the variety, service of the sales staff, price and display are only of average
level. Only quality is considered to be little satisfactory.
2.6 Awareness levels of Fabels
YES
42%
Value Frequecy
YES
42
NO
58
NO
58%
The pie chart clearly indicates that the majority of the sample is unaware about Fabels
(58%)
Through further analysis we understand , the sample proportion that is aware of Fabels
consists of the following ages: 18 - 24 - Makes up for 24% of the aware population, 25-34
of 40% , while the 35 & above age group form the remaining 33% of the aware
population
Value Frequecy
YES
22
NO
20
48%
52%
A majority of the sample who are aware about Fabels have not made a purchase yet. But there is
not a marginal difference between the two entities
3.2 Reasons for not purchasing
12"
High Price
Lack of variety
Fit issue
Design Not
suitable
Cannot associate
the brands
2
10
8
10"
8"
6"
10"
4"
8"
5"
2"
2"
2"
0"
High"Price"
Lack"of"
variety"
Fit"issue"
Design"Not"
suitable"
Others"
Majority who did not purchase feel strongly that Fabels lacks variety and fits are unsuitable
16%
Item
Category
Top Wear
Bottom
Purchase
Top Wear
Bottom Wear
Accessories
14
5
20%
64%
Accessories 3
Majority of the sample has bought Topwear followed by bottom wear & accessories.
3.4 Will the sample indulge in repurchasing the brand again ?
8.75
7
5.25
3.5
1.75
0
Yes
Maybe
Definitely
Yes
Majority of the sample that has purchased the brand will repurchase it .
FREQ
PERCENTAGE
Def Yes
12.07
Yes
17
29.31
Maybe
22
37.93
No
12
20.69
Def No
0.00
We infer that out of 58 people who were introduced to Fabels, only 20% actually refused to buy
it whereas the majority said it might be interested in buying Fabels which made up nearly 38% of
respondents asked. Definitely Yes and Yes together totalled up to nearly 41% of the responses.
This means that 24 were willing to buy Fabels, 22 might be interested and only 12 people said
they will not be interested.
4.2 Reasons for not feeling the need to purchase
High Price
Lack of Variety
11
Design Not
Suitable
11
Others
Respondents could choose one or more reasons for not purchasing Fabels. 11 respondents said
that the variety is less and they wouldnt be interested. Design not suitable also got 11 responses
whereas price does not seem to be a very major issue.
.
48%
Value Frequecy
YES
22
NO
20
52%
25%
yes &
definitely
yes
May be
No
39%
17
16
11
36%
May be
No
Age
18 - 24
25 - 34
35 - 44
45 - 54
55 & OVER
Frequency
17
25
9
5
3
9%
29%
15%
42%
18 - 24 25 - 34 35 - 44
45 - 54 55 & OVER
27%
Gender
MALES
FEMALES
TOTAL
Frequency
16
43
59
73%
MALES
FEMALES
8%
10%
VALUE
FREQUENCY
Less than 2.5
5
Lac P.A
Between 2.6
6
Lacs - 4 lacs
Between 4.1 L
17
- 6L
More than 6L
31
53%
29%
Value
Employed
Self
Employed
Student
Homemaker
0%
Frequency
24
41%
11
30%
18
6
19%
EMPLOYED
STUDENT
OTHERS
SELF EMPLOYED
HOMEMAKER
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
I buy
clothes I
like,
regardless
of the
current
fashion
Series1
4.05
I prefer to
I amnot as
buy well
concerned
known
I buy new
about
designer
looks only
fashion as I
labels rather
when they
am about
than take a
are well
modest
chance on
accepted
prices and
something
wearability
new
3.56
3.75
3.36
I plan my
shopping
trips
carefully
3.71
Consumers are indifferent to the current fashion therefore they will buy what they perceive is
best buy for them
They will buy what is worth buying, as they are more concerned about pricing than fashion, so
fab India should price their merchandise accordingly.
PRODUCT
RANGE AND
VARIETY
12.07
9.67
10.13
12.8
14.27
PRICE
RANGE
OFFERED
QUALITY
COMFORT
AND FITS
DESIGN
The consumers of fables rank quality the highest of all, therefore it should be the main focus of
fab India to not loose its customers on this attribute.
Next thing that consumers look up to is the comfort and fits followed by the design and product
range and variety.
These attributes can help fab India understand its customers perception while they plan their
shopping trips.
7 Consumer Perception
600
530
516
503
500
446
400
357
486
439
372
338
362
300
200
100
ER
N
G
ES
I
D
FO
M
CO
ER
S
RT
A
BL
E
AT
IL
E
IC
N
ET
H
CO
TE
M
PO
RA
RY
Is there a difference in the perception about Fabels among the two target groups of Fabels?
8. Competitive Analysis
8.1.A Competitive Analysis of rating - Product Variety by Consumer who are Unaware of Fabels
Fabels
Westside
Mother Earth
M&S
Mango
Zara
0
8.1.B Competitive Analysis of rating - Product Variety by Consumer who are aware of Fabels
Fabels
Westside
Mother Earth
M&S
Mango
Zara
0
0.5
1.5
2.5
3.5
4.5
In terms of Product Variety Zara stands the best in both consumers sets. Also Fabels stands the
second last in both the consumer sets. So Fabels needs to introduce more Variety if it wants to
better than its competitors.
8.2.A Competitive Analysis of rating - Price by Consumer who are Unaware of Fabels
Fabels
Westside
Mother Earth
M&S
Mango
Zara
0
0.5
1.5
2.5
3.5
4.5
8.2.B Competitive Analysis of rating - Price by Consumer who are aware of Fabels
Fabels
Westside
Mother Earth
M&S
Mango
Zara
0
0.5
1.5
2.5
3.5
4.5
In terms of Price Westside is the most reasonable band according to the consumers of both the
sets. Fabels is perceived slightly overpriced when compared to all the brands as it is second last
in the order.
8.3.A Competitive Analysis of rating - Quality by Consumer who are Unaware of Fabels
Fabels
Westside
Mother Earth
M&S
Mango
Zara
0
0.5
1.5
2.5
3.5
4.5
8.3.B Competitive Analysis of rating - Quality by Consumer who are aware of Fabels
Fabels
Westside
Mother Earth
M&S
Mango
Zara
2.9
3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
Perspectives of both the consumer sets differ for Quality. Zara is the most preferred by consumers
unaware of Fabels and it stands 4th when compared to all. So in terms of Quality Zara is the
biggest competition and Fabels need to up their quality quotient. But Mother Earth and M&S are
the biggest competition when it comes to consumer who are aware of Fabels.
8.4.A Competitive Analysis of rating - Comfort by Consumer who are Unaware of Fabels
Fabels
Westside
Mother Earth
M&S
Mango
Zara
0
0.5
1.5
2.5
3.5
4.5
8.4.B Competitive Analysis of rating - Comfort by Consumer who are Aware of Fabels
Fabels
Westside
Mother Earth
M&S
Mango
Zara
0
0.5
1.5
2.5
3.5
4.5
For the consumers unaware of Fabels Zara gives them the best comfort. But for the people aware
of Fabels M&S gives them the best comfort. Fabulous is one of the least for both the set of
consumers. But for people who are aware of Fabels for them, both Fables and Westside have the
same level of comfort.
8.5.A Competitive Analysis of rating - Design by Consumer who are Unaware of Fabels
Fabels
Westside
Mother Earth
M&S
Mango
Zara
0
0.5
1.5
2.5
3.5
4.5
8.5.B Competitive Analysis of rating - Design by Consumer who are Aware of Fabels
Fabels
Westside
Mother Earth
M&S
Mango
Zara
0
0.5
1.5
2.5
3.5
4.5
Zara stands the best for both the consumers when it comes to Designs and Fabels stands the 3rd
for both the set of consumers. Fabels needs to work on its designs to compete with the other
brands.
8.6.A Competitive Analysis of rating - Brand ranking by Consumer who are unaware of Fabels
45
40
Brand
Weighted
Average
35
Zara
5.29
Mango
3.49
Marks &
Spencers
4.41
30
ZARA
MANGO
25
M&S
20
MOTHER EARTH
WESTSIDE
15
FABELS
10
5
Mother Earth
3.7
Westside
3.42
Fabels
2.28
0
1
NA
8.6.B Competitive Analysis of rating - Brand ranking by Consumer who are aware of Fabels
45
40
Brand
Weighted
Average
35
Zara
5.35
Mango
3.53
Marks &
Spencers
3.53
30
ZARA
MANGO
25
M&S
20
MOTHER EARTH
WESTSIDE
Mother Earth
10
Westside
3.3
Fabels
3.35
15
FABELS
0
1
NA
8. Key Findings
Through Chi Square it can be found that there is a difference in Perception about Fabels for the
two different target age groups. The Perception varies a lot within the groups. Contemporary
was rank 1 for age group 18-24 but for 25-34 Comfort was 1.
Based on the above perception Fabels must strengthen its position as a contemporary wear , and
create better emphasis on the fact that it is designer western wear by Fabindia and differentiate
itself from the Ethnic tag that Fabindia carries.
Consumer Profile for Fabels:
People who would like to buy fabels belong to an age group of 25-34 and are employed
Quality is the attribute which the customer of fabels foresee
Comfort and fits are liked by this group
People have accepted fables as a part of fabindia being a western ethnic brand.
9. Suggestions
They need to build better awareness amongst its target group of the youth.
There is a dire need for better merchandise variety which they lack , where as its competition set
Zara and Mango , Marks & spencers are racing ahead in variety.
Fabindia needs to surge ahead with the making its consumers aware about their western wear
offering
Comfort and Fits has to be strengthened
Understanding from the analysis of Chi-square test of independence , Fabels has a larger market
they could tap into incase the give up on the Youth target aspect.
10. Limitations
Firstly, our research was only restricted to the consumers of Fab India
This research is valid only for the Bengaluru consumers of fab India.
Non probability method does not give everyone a chance to be a part of consumer sample
Research was limited to only consumers who have bought from fab India in the previous 6
months
Most of the respondents were not sure about buying the brand fables.
11. Questionnaire
We are students from NIFT, masters programme and would like some of your precious time to
conduct a small survey for our Market Research project.
Section A
1. Name
2. Approximate Age
18 - 24
( )
25 - 34
( )
35 - 44
( )
45 - 54
( )
55 and over
( )
3. Gender M ( ) F ( )
4. Occupation
Employed
( )
Self Employed
( )
Student
( )
Homemaker
( )
( )
( )
( )
( )
6. When shopping for an everyday dress, how many stores do you typically visit?
1
( )
2-4
( )
5-7
( )
8 and more ( )
7. Listed below are some statements, please check one box for each statement to indicate the
extent to which you agree or disagree with each statement.
Statements
Strongly
agree
Agree
Neutral
Strongly
Disagree
Not Sure
( )
( )
Quality
( )
( )
Design
( )
Section B
( )
Every 2 months
( )
Every 3 months
( )
( )
( )
( )
( )
( )
( )
( )
11. On an average, how much do you generally spend in Fabindia per visit (INR)? (Tick one)
100 1000
( )
1001 - 2000
( )
2001 3000
( )
( )
12. On a scale of 1 to 5, 1 being the most important, rank the following attributes influencing your
purchase decision at Fabindia
Traditional work
___
___
Price
___
___
13. Rate your experience at Fabindia in terms of your satisfaction level on scale of 1 to 5 where,
[1 Highly Satisfactory,
4 Unsatisfactory,
2 Satisfactory,
5 Highly Unsatisfactory]
3 Average,
Product range/
variety
Quality
Apparels (Men)
Apparels
(Women)
Home Furnishing
and Dcor
Organic Products
Jewellery and
accessories
( )
Display of
goods in the
store
Section C
Interviewee is aware about Fabels
15. Knowing that Fables is a brand of Fabindia does it affect your purchase decision? (Tick one)
Definitely
Yes
( )
Yes
( )
Definitely
No
( )
No
( )
Maybe
( )
16. Under the following product attributes, rate the given product range of Fabels on a scale of 1 to
5, where
[1 Excellent,
4 Fair,
2 Good,
5 Low]
3 Average,
Product
Price range
range/variety offered
Quality
Comfort &
Fits
Design
Apparels (Men)
Apparels
(Women)
Accessories
17. Have you ever purchased Fables?
If No then go to Question 20
( )
( )
18. What have you purchased from Fabels? (Tick one or more)
Top Wear
Bottom wear
Accessories
Shirts
Skirts
Bags
Jackets
Pants
Shoes
Tops
Capris
Jewelry
Definitely
Yes
( )
Yes
( )
Maybe
( )
No
( )
Definitely
No
( )
20. I have not purchased Fabels, because (Tick one or more appropriate reasons)
High price
( )
Lack of variety
( )
Fit Issue
( )
( )
21. According to your perception about Fabels, evaluate each attribute out of a total of 20 points (It
is not necessary to choose all the options. You may only assign points to words you think are
relevant)
Contemporary
( )
Ethnic
( )
Versatile
( )
Comfortable
( )
Designer
( )
22. Rank the following from 1 to 6 in the order of your preference of a western wear brand, 1 being
your 1st preference:
Zara
( )
Mango
( )
( )
Mother Earth
( )
Westside
Fabels
( )
( )
23. Please rate the following brands for the attributes given on scale of 1 to 5, where
[1 Excellent,
4 Fair,
2 Good,
5 Low]
3 Average,
Product
Price range
range/variety offered
Zara
Mango
Marks &
Spencers
Mother Earth
Westside
Quality
Comfort &
Fits
Design
Section D
Interviewee is informed about Fabels via a catalogue
24. Now that you know about the western wear of Fabindia Fabels, would you be interested in
buying a western piece of merchandise from Fabels?
Definitely
Yes
( )
Yes
( )
No
( )
Maybe
( )
Definitely
No
( )
25. If no, kindly choose the appropriate reason. (Tick one or more)
High price
( )
Lack of variety
( )
( )
26. Under the following product attributes, rate the given product range of Fabels on a scale of 1 to
5, where
[1 Excellent,
4 Fair,
2 Good,
5 Low]
3 - Average
Product
Price range
range/variety offered
Apparels (Men)
Apparels
(Women)
Accessories
Quality
Comfort &
Fits
Design
27. According to your perception about Fabels, evaluate each attribute out of a total of 20 points (It
is not necessary to choose all the options. You may only assign points to words you think are
relevant)
Contemporary
( )
Ethnic
( )
Versatile
( )
Comfortable
( )
Designer
( )
28. Rank the following from 1 to 6 in the order of your preference of a western wear brand, 1 being
your 1st preference:
Zara
( )
Mango
( )
( )
Mother Earth
( )
Westside
( )
Fabels
( )
29. Please rate the following brands for the attributes given on scale of 1 to 5, where
[1 Excellent,
4 Fair,
2 Good,
5 Low]
3 Average,
Product
Price range
range/variety offered
Quality
Zara
Mango
Marks &
Spencers
Mother Earth
Westside
Thank you
Comfort &
Fits
Design
11.1 Catalogue
12. Bibliography
References
1. Noel Mark Nol (2014).A benchmark process for measuring consumer perceptions of total
quality. International Journal of Market Research Vol. 56 Issue 2
2. Banyt, aneta Paunksnien and Aura Rtelion (2007). Peculiarities of Consumer Perception
in the Aspect of Marketing to Women. ISSN 1392-2785 Engineering Economics. No 1 (51)
3. Tefan Hampel , Daniel Heinrich & Colin Campbell (2012). Is An Advertisement Worth The
Paper Its Printed on?. Journal Of Advertising Research , March 2012.
Sources
Rasul Bailay (2014). Fabindia to introduce Western wear brand 'Fabel' next week. Economic
Times (17, April)