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TABLE OF CONTENTS

S NO. PARTICULARS PAGE NO.

I) EXECUTIVE SUMMARY 4

i) Objective 3

ii) Methodology 3

iii) Background Information 3

II) INTRODUCTION 5

i) Background of the report 5

ii) People involved and positions held 6

iii) Acknowledgment 7

iv) Literature review 8

III) ANALYSIS AND FINDINGS 10

IV) RESEARCH METHODOLOGY 23

i) Type of study 23

ii) Intent of study 23

iii) Population 23

iv) Sample design and technique 23

v) Data collection method 23

vi) Tools used 24

V) RECOMMENDATIONS 25

VI) LIMITATIONS 32

i) Sample size limitations 32

ii) Sample selection limitations 32

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iii) Other limitations 32

VII) REFERENCES 33

VIII) APPENDCIES 33

i) Questionnaire 33

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TABLE OF GRAPHS

S.no. PARTICULARS PAGE NO.

1. What factors influence you to shop at woodland 10

2. How do you see Woodland as a brand 11

3. What products do you generally buy from Woodland 12

4. What purpose do you buy from Woodland 12

5. Rate the following factors on the basis of your experience at 13


the store
6. Do you think Woodland products enhances your social status 14
and confidence
7. Rate your convenience to move and locate merchandise in 14
the store
8. When do you prefer to shop from Woodland 15

9. Rate the motivating parameters when you shop from 16


Woodland during sales season
10. Rate the motivating parameters when you shop from 17
Woodland during fresh arrivals
11. Have you ever visited Bata Jubilee Hills store 18

12. If yes, on what basis Bata is better than woodland 18

13. On which advertisement platform you spend most of your 19


time
14. From what other means have you shopped Woodland 20
products
15. Do you think Woodland should increase its digital marketing 20
activities
16. Occupation 21

17. Do you recommend the brand to others 22

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I) EXECUTIVE SUMMARY

i) Objectives
To study the omni channel presence of Woodland and understand consumer behaviour with
relation to factor such as motivation, psychology, perception and attitude.
The aim is also to identify the gaps in customer handling.
ii) Methodology
The study of this project was done using both primary and secondary sources of data.
➢ Primary Research- Primary data was collected through store visits. An interview with
the store manager was conducted to understand their views about the customers
behaviour in their store. After a comprehensive study about the store, under the
guidance of the store -manager a questionnaire was prepared to gain the customers
perception about the brand.
In order to further study the subject a questionnaire wherein detailed formation
about the customer’s perspective was collected. The basic rule that was followed
during the survey was:
a. No customer was disturbed while shopping.
b. Only those people were approached who were waiting at the cash counters
or accompanying principle shoppers.

➢ Secondary Research: The use of secondary data from both published and un
published sources was collected by gathering information from website of Woodland
and other authentic online data, journals, articles and other existing research papers.
iii) Background Information
Woodland's parent company, Aero Group, has been a well-known name in the outdoor shoe
industry since the early 50s. It was founded in Quebec, Canada and it entered the Indian
market in 1992. After the dissolution of the Soviet Union into various states, the group
decided to launch some of its products in India. Hence, the first hand-stitched leather shoe
was launched, which took the entire shoe market by storm. That shoe made the brand
“Woodland’. A name where all people trust for its quality, durability and style. This woodland
showroom is located at Jubilee hills in Hyderabad which is said to be one of the 14 stores
handled by one warehouse. The store is displayed with men’s wear, women’s wear, shoes,
handbags and accessories. Men shoes were mainly made with buffalo leather whereas female
shoes are made with goat leather. This causes the difference in cost of the product. They
mainly cost from minimum of Rs.9000 to maximum of Rs.12000. Among the shoes, the
customers went crazy for the hand stitched leather shoe and its demand increased from
everywhere. This shoe had a style number G-0092 as it was in the year 1992 and where” G”

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stood for Gents. The apparel section contains the jackets, sweaters, T-shirts, etc. The most
sold products are shoes, jackets, belts and wallet. The women’s apparel is sold lesser than the
men’s apparel. Woodlands has no common inventory and their distribution channels depend
upon the distance of the place and the market which is held. Personal distributors take
materials or items of woodland from company directly at some discount rate like 30% and
distribute to the individual stores. When there is deficiency of product in one store, they don’t
take product from other woodland store rather the material comes from warehouse directly.
They do perform campaign and provide vouchers to promote their brand. Commonly
discounts are at the rate of 40% and during seasonal sales there might be discount of 50%.
Their marginal profit goes around 35-45%.

II) INTRODUCTION
i. Background of the Research
A customer is a king in a retail business. Their opinion is more significant than ever to
determine the brand perception. Every person has a different perception of what brand
means. For some customers, a brand might just be a logo or mere status symbol or to others,
it means a representation of people, products or services of a company that they see in the
media. In order to satisfy customer’s demands and survive in the competitive retail industry,
the brand has to firstly analyse these parameters: -
➢ What is the customer's perception regarding you?
➢ Who are your competitors?
➢ Are they satisfied with your products and services?
➢ Where do you lack in terms of your competitors?
Customer buying behaviour towards the brand
The key to a successful brand lies in consumer behaviour. Consumer behaviour is the study of
how individual customers, groups or organizations select, buy, use, and dispose ideas, goods,
and services to satisfy their needs and wants. It refers to the actions of the consumers in the
marketplace and the underlying motives for those actions.
Why Do the Customers Chose to Buy?
The buying decisions of a consumer on two main forms of reasoning; rational and emotional.
Reasons for and against making the purchase can fall solely into one of the other category, or
they can fall into both.
Emotional reasons often outweigh rational reasons. For example, when choosing between
two car servicing companies, the customer is likely to return to the company they used
previously despite this company charging more than the other. This is because they feel a
trust and loyalty to the company, based on previous quality of services and customer service.

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Building this emotional attachment between the brand and the customer is part of ensuring
they return to you, as well as recommend the company to friends and family, via social media,
etc.
How Often Do They Buy the Product/Service in Question?
If the product or service being offered is typically bought on a regular, time defined basis then
using this information can help brands to time the marketing efforts for maximum effect.
Who Are They Buying For?
There are many occasions to be considered when the product’s intended audience are not
the actual buyers.
For example, the final decision to purchase a children’s toy isn’t made by the child themselves,
but they still have a say in the overall decision-making process.
Therefore, the marketing efforts must both grab the attention of the child as well as
convincing the parent or relative that this toy is the best choice above all the other
competitor’s alternatives.
What Are They Buying?
If the brand offers a range of products and services, it needs to be determined which of these
are most popular and how regularly customers purchase these.
This information to make strategic decisions about marketing the whole product range or just
focusing on particular products at certain times.
Where Do They Prefer to Buy From?
In the digital age, there are an increasing number of customers purchasing online through
company websites and 3rd party seller websites, via mobile apps or even through social media.
But there are also a number of consumers who will still prefer to make purchases via more
traditional methods such as in store or over the phone.
To make the right marketing choices, brands need to understand where your customers
prefer to purchase from. Understanding their reasons for their current preferred purchase
method could also be the key to influencing them to change the way they buy, for example
switching from the website to the mobile app, or from in store to online.
As it known that customer is the king it is also important to make the customer feel like a king
during his retail experience. Thus, brands have started understanding the interdependencies
of all the factors and a considerable shift can be noticed.
ii. People involved and positions held
A team of three members namely Kritisha Ankur, Palak Goel and Shagun Poddar under the
mentoring of Mr. Annaji Sarma.
The store manager Mr. Vivek, of the Woodland showroom in Jubilee Hills, Hyderabad
provided us with all the primary information related to brand.

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Mr. Jairam, the visual merchandising head of Woodland stores Hyderabad.
iii. Acknowledgement
Every project big or small is successful largely due to the effort of a number of wonderful
people who have always given their valuable advice or lent a helping hand. It is culmination
of efforts, research, suggestions, Interactions and enthusiasm that has led to the completion
of this momentous work.
On the very outset of this report, we would like to extend our sincere & heartfelt obligation
towards all the personages who have helped us in this endeavour. Without their active
guidance, help, cooperation & encouragement, we would not have made headway in this
project.
The people we would wish to thank is our faculty mentor, Mr.M.Annaji Sarma at National
Institute of Fashion Technology, Hyderabad who constantly helped and encouraged us by the
sustained, enthusiastic and involved interest from their side. His words of wisdom and
expertise in subject matter were of immense help right from the beginning of the project
which pushed us further. We thank them for extending a helping hand at every juncture of
need.
We would like to express our special gratitude and thanks to Mr. Jeeva, the Manager of
Woodlands, Hyderabad for his guidance and for giving us such attention and time. We are
grateful for the valuable information provided by him and his cooperation during the period
of our project.
We extend our gratitude to NIFT, Hyderabad for giving us this opportunity.
At last but not least gratitude goes to all the respondents who directly and indirectly helped
us to complete this project report.
Any omission in this brief acknowledgement does not mean lack of gratitude.

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iv) Literature Review
The behaviour of consumer is considered to be the study of why, when, where and how
people prefer or prefer not to buy a particular product. It takes into consideration and mix
together the basics of their economic status, their psychology, the society and the social
anthropology. It in short tries to recognize the decision of the buyer either individually or
collectively.
Aaker, David and George (1971)22in the book „Consumerism: Search for the consumer
Interest‟ makes an effort to evaluate influence on the buyer from their close group such as
friends, reference groups, family as well as in general the society.
According to Schiffmann (1993) consumer behaviour is the sum of learned values, customs
and beliefs that serve to direct the members of a specific society. According to Brian Mullen
(2001)24from the book „The Psychology of Consumer Behaviour‟ consumer behaviour is the
decision maker or behaviour of the consumer in the market place of the services and goods.
From the application of psychology, sociology, and demographics, the marketers can begin to
understand why the consumers form attitudes and make decisions to purchase the product.
Consumer behaviour is based on the consumer playing three different roles of buyer, payer
and user.
According to Peter and Olsen et.al (2005) from the book “consumer behaviour and marketing
strategy” consumer behaviour can also be referred as the physical activity and decision
engaged in obtaining, evaluating, disposing or using of services and goods. Consumer
behaviour is often goal oriented and purposeful. Each consumer is free to make an option
with regard to the buying she or he is going to make. Consumer behaviour is the method
which starts with the stimuli a consumer gains from his surroundings and ends with buying
transaction.
Kotler stated to satisfy the needs and wants of the target customer is the main objective of
marketing. Consumer behaviour is a subject that deals with the factors that affect the buying
behaviour of a consumer. It gives an idea that how consumer select, purchase and use product
and service to satisfy their needs and desires. Mintel reported in his study that 20-24 and 25-
34 age groups are target to the marketers as women are less anxious about quality, they
prefer style in their clothing. In order to discuss about female or male shopping behavior some
main aspects need to be clarified: The term sex is a genetic aspect referring to whether a
person is physiologically a man or a woman. It refers to psychological, sociological and cultural
behavior propensities of men and women.
Banerjee, Bagchi and Mehta (2014), conducted a study in which they explored the influence
of twenty-one attributes on consumer purchase behaviour in the footwear segment. They
expressed that both intrinsic and extrinsic factors like the price, fit, comfort, variety, design
had an effect on a consumer's purchase intentions. The study also suggested that consumers
look for convenience and accessibility in their shopping options. Apart from these factors like
odour free and lightweight material also mattered up to a certain extent.

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Mulugeta Girma (2016) conducted a research aimed to explore the pattern of brand
preference towards domestic and foreign footwear products and its antecedents. Age and
gender were taken as variables. The study was conducted on 319 usable samples and relevant
data was obtained on purchase preference, brand consciousness, normative influences,
emotional values and perceived quality using both inferential and descriptive statistical
techniques. The finding disclosed that the emotional value of the brand and normative
influences are the most and least significant antecedents respectively for brand preference.
The study concluded that the emotional value of the brand significantly affected both
genders; male and females significantly. It also pointed out that with rising age, their seemed
to be a preference towards local brands.
Endalew Adamu (2011) expressed that like any other product, consumers see a shoe as a
bundle of attributes capable of fulfilling their expectations. He further emphasized that these
attributes are mainly the style, quality and price. He also suggested that in order to design
competent marketing programs it is essential for companies, especially in foot wear and
garment industry, to identify the product attributes that the consumers pay the most
attention to.

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III) ANALYSIS AND FINDINGS

GRAPH 1- What factors influence you to shop at Woodland?

Polite behavior by staff


33

Friends family influence


9

Parking availability
31

Vicinity of the store


37

0 5 10 15 20 25 30 35 40

Number of people

The above bar chart depicts the motivating parameters that encourage people to make a
purchase from Woodland. Woodland store locations are planned in such a way that it does
not miss out on any potential customer due to its location limitation.
Vicinity of Woodland stores is the most motivating parameter for its customers, followed by
parking availability at the location of the store. Parking facility is provided by every Woodland
store to make the accessibility much easier.
Woodland's staff service is the next impressive parameter that motivates people to shop
from Woodland as they are well trained, polite, soft spoken and have sufficient product
knowledge to help a customer to make right choices.
Friends /family influence motivates respondents the least to shop from Woodland. As
depicted in the last graph, customers do not much prefer to recommend Woodland to their
friends and family, therefore friends/family influence do not play any motivating role for the
customers.

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GRAPH 2- How do you see Woodland as a brand?

4% 10%

Affordable
41%
Affordable and premium
45%
Premium
Luxury

In the survey, out of 50 respondents, 45% of them, believe that Woodland is affordable along
with being a premium brand which forms a majority response. For 41% of the respondents,
Woodland is just a premium brand. Only 10 % of people find Woodland very affordable to
shop from and people as less as 4% consider Woodland to be a Luxury brand.
The response distribution reflects that Woodland falls in the segment of an affordable
premium brand. The responses were collected from people of all occupation (students,
businessmen, govt. employees, homemakers) with different levels of affordability.
So, the image of the brand is perceived differently depending on the affordability of the
customer. A student, with less affordability, has a perception that the brand is not very
economically viable to them, while a customer with a decent earning power, finds the brand
affordable and premium at the same time but not luxury as it does not give them exclusivity
of choice among their peers.

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GRAPH 3-What products do you prefer to buy from Woodland?

12%

9%
Footwear
Apparels
Accessories

79%

The pie chart depicts the category of products preferred the most by the customers of
Woodland. Footwear category leads the preference of the customers as 79% of the
respondents chose it.
This is followed by accessories that is generally preferred by customers after footwear.
Apparel is the least preferred category by customers of Woodland.

GRAPH 4-For what purpose do you buy from Woodland?

6% 4%
Adventure sports
Formals
51%
39% Casuals
Parties

The pie chart distribution depicts the purpose of purchase of customers at Woodland. Majority of
respondents i.e. 51% generally make purchase at the brand for adventure sports, followed by formal
wear.

A negligible percentage of people buy products from Woodland for Casual wear and parties as only
6% and 4% respondents chose these two categories respectively.

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GRAPH 5- Rate the following factors on the basis of your experience at the store

1 2 3 4 5

24
21
19
18

17

17
15

15
14
NUMBER OF PEOPLE

13
11
8

8
7

7
6

6
4
3

3
2

1
1
RETURN AND FOLLOW UP BY MERCHANDISE TRIAL ROOMS MEMBERSHIP
EXCHANGE THE STORE GROUPING AND LOYALTY
POLICY AFTER SALE IN
CASE OF
GRIEVANCES

The graph depicts the parameters that make shopping experience of a customer good at
Woodland. Return and exchange policy at Woodland is liked by majority of the respondents
that enhances their in-store experience as they have clear guidelines and policies to help a
customer in case of grievances followed by merchandise grouping. The have various
categorisation of products that gives its customers ample options. The parameter that makes
customer's in store experience least favourable is the membership and loyalty program.
Woodland has a major gap in this area as it does not have any existing membership programs.
Followed by Membership programmes, Trial rooms are also hindering a good in store
experience of its customers as there are insufficient number of trial room at jubilee hills store
of Woodland.

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GRAPH 6- Do you think Woodland product enhances your social status and confidence?

17%

Yes
83% No

When it comes about Woodland's contribution as a brand to enhance the social status of its
customers, as a user of Woodland products, a majority of 83% respondents perceive that the
brand does not enhance their social status. Only 17% people positively nod that Woodland
uplifts their social status.

GRAPH 7- Rate your convenience to move and locate merchandise in the store. (1=Very
easy, 5=Very difficult)

3
1
Number of respondents

6
2

10
3

14
4

17
5

0 1 2 3 4 5 6
Rating from 1 to 5

Out of 50 responses, majority of the respondents believe that it is fairly easy to move around
the store of Woodland and locate a merchandise. This suggests that Woodland has no major
loopholes in its existing visual merchandising.

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GRAPH 8- When do you prefer to shop from Woodland?

38%

62%
Sale season
Fresh arrival

The choice between shopping during sale season or fresh arrivals of Woodland, out of 50
respondents, 62% of them prefer to shop during sale season which reflects their behavioural
attitude towards the brand. Majority of Woodland's customers intend to make purchases
during discounts.
Only 38 % of the respondents chose to shop during fresh arrivals of the season.
This distribution slightly contradicts findings in graph no G1 where a good number of
respondents believe that the brand is affordable but they still prefer to shop during sale
season.

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GRAPH 9- Rank the motivating parameters when you shop from woodland during sale
season (1=Lowest, 5=Highest)

4
Merchandise 6
7
display 16
17
8
10
Staff service 6
12
14
10
8
collection 5
17
10
16
12
price 9
8
5

0 5 10 15 20
Number of people

5 4 3 2 1

The above graph depicts the motivating parameters of customers why they prefer shopping
from Woodland during sale season. Out of 50 respondents, majority of the respondents
believed that price is the most motivating parameter that drives them to shop during sale
season, followed by collection of the merchandise.
The prices are cut down during sale-season which is motivating to customers, and also the
merchandise that they select or like during fresh arrivals can be purchased at half prices
during sale. Merchandise display is the least motivating parameter for customers to shop
during sale season as the display gets cluttered due to heavy rush of the customers due to
tempting discount offers.
Staff service is also not very motivating for customers as they don't get a personalised
shopping experience. Woodland, Jubilee Hills has staff distribution of 2+1 whereas it has a
requirement of 4+1 according its SFT which is about 1000SFT.

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GRAPH 10- Rate the following parameters when you shop from Woodland during fresh
arrival (1=Lowest Rank, 5=Highest)

16
Merchandise 18
11
display 9
7
23
11
Staff 12
8
6
17
12
Collection 9
7
5
4
8
Price 10
13
25

0 5 10 15 20 25 30
Number of customers
5 4 3 2 1

The motivating parameters for customers to shop at Woodland during Fresh arrivals is quite
contrasting to that of during sale season. Staff service of Woodland keeps them the most
motivated to shop on fresh arrivals as they get proper attention and hence personalised
shopping experience.
Next motivating parameter for a customer is the collection of the products which is new, fresh
and competitive. This is followed by merchandise display of the store as the arrangement is
organised and in place and its easier to locate the merchandise and move around the store.
Price is the least motivating parameter that drives customers of Woodland into the store.
Woodland has diversity in its type of customers which varies from a mere college student to
professionals. The prices are not perceived to be affordable by every category of its customers
as it depends on the spending power.

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GRAPH 11- Have you ever visited Bata Jubilee hills store?

2%

Yes
No

98%

Out of 50 responses, 98% of Woodland's customers are also a Bata customer. Only 2% of them
are exclusive customers to Woodland. This suggests that Bata is a good competition to
Woodland as customers of Woodland also purchase from Bata which definitely leads to
comparisons.

GRAPH 12- If yes on what basis Bata is better than Woodland?


41
NUMBER OF PEOPLE

15

7
4

EASE OF CLEANLINESS PROMOTIONAL FRONT DISPLAY


CHECKOUT SIGNAGE

The various grounds on which Woodland faces competition from Bata are Ease of check out,
promotional signage, cleanliness and front display. Majority of respondents think that Bata is
better in terms of promotional signage than Woodland. Ease of check-out is also liked by
people more at Bata. In terms of display, Bata has a marginal edge over Woodland.

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GRAPH 13- On which advertisement platform do you spend your time the most?

12%

37% Tv

Magazines

44% Social media


7%
Newspaper

In order to gauge the mindset of the customers and to know the most visible platform for
advertisement, the above question was circulated.
The above pie chart depicts that maximum number of respondents i.e. 44% tend to spend
their time the most on social media which is a major advertisement platform to attract
attention of millennials and others as well, because even older generations have started
switching to platforms like Facebook, Twitter etc.
Next to follow is Television, where about 37% of the respondents spend their time.
12% respondents also read newspapers followed by magazines which is read by only 4% of
the respondents.

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GRAPH 14- From what other means have you shopped Woodland products

2% 13%
5%
Woodland official website
e-commerce portals
Both
80%
None

The above graph shows a very poor usability of Woodland's online presence by its customers
for purchase. Very surprisingly, only 2% respondents have chosen to shop from Woodland's
official website which is a negligible number. The ratio is slightly better for people who have
purchased Woodland's products through e-commerce websites like Flipkart, Amazon, but
13% is still a less than average number. Only 5% of people have shopped from both e-
commerce websites and Woodland's official website. Maximum respondents have never
shopped Woodland's products online at all i.e. about 80% people. This drastic contrast in
percentage of people who have shopped woodland's product online to those who have never
done it suggests that the online presence of Woodland is very weak. Woodland is not able to
channelize their potential customers online due to poor omnichannel presence of the brand.

GRAPH 15- Do you think Woodland should increase its digital marketing techniques?

8%

Yes
No

92%

There is a clear majority depicted in the pie chart with 92 % respondents who feel that
Woodland should enhance their digital marketing activities. Only 8% of the respondents are
satisfied with their existing activities. Such contrasting distribution can also be explained
through graph no G3 which reflects very few respondents shopped woodland products online

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as they have a weak online presence and hence there is a need for Woodland to enhance
their digital marketing strategies to bring a change in this ratio. This is the affective attitude
of Woodland's customers who do not shop from online platforms of Woodland and demand
an improvement.

GRAPH 16- Occupation of people visiting woodland store in jubilee hills

10% Student
28% Business
Government employees
32%
Private Employees
14% Homemaker

16%

Over the given time period of the survey, respondents from different occupation visited the
store. Private employees were the majority customers (32%) who visited the store over a
week of the survey as Jubilee Hill is close to technological hub of the city, so customers from
those offices trickle down to the store.
The students were the next majority (28%) to visit the store as they are the age group who
take up trekking and adventure activities the most.
The next most visiting customers were government employees (16%) as they have a good
earning power and they mostly form the loyal customers of Woodland followed by
businessmen (14%) and homemakers (10%) respectively.
Respondents who were homemakers were the least in numbers to visit the store as Woodland
Jubilee Hills is situated in commercial part of the area restricting the accessibility and
feasibility for homemakers to visit the store who generally live in residential areas.

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GRAPH 17- Would you recommend the brand to others?

33%

Yes
67% No

When it comes to recommending Woodland to family and friends, majority of 67%


respondents did not express willingness in doing so, which forms a part of their affective
attitude. Customers of Woodland are hesitant to recommend the brand to others .
The reasons could be derived from the previous graphs which suggested that despite being
perceived as a premium brand, Woodland does not enhance their social status and is not
considered as a luxury brand.
They do not feel socially very proud to be a user of Woodland. 33% respondents showed
interest in recommending Woodland to their friends and family as it’s an affordable and
premium brand.

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IV) RESEARCH METHODOLOGY

i. Type of Study
The type of study that we followed is descriptive research design. Under this type of research,
we described the characteristics of the population that are being studied.
While conducting this study we tried to have maximum control over factors that may interfere
with the validity of the findings. While doing this study we aimed to gain a comprehensive
knowledge about customer’s buying behaviour and it psychology towards the brand with
reference to it’s omni channel presence also.
A quantitative research was conducted in form of questionnaire, to get a quantifiable
information about the market.
ii. Intent of study
The intent of study was to study brands omni channel practices in relation to the customers
behaviour in the store with reference to the factors such as attitude, perception, motivation
and psychology.
iii. Population
The population of the study included all the people of Hyderabad who visited the Woodland
store, Jubilee Hills at the time of Survey or people who have visited Woodland store at least
once.
iv. Sample Design and Technique
i. Sample unit- An individual customer who visited the Woodland store at Jubilee Hills.
Hyderabad during the course of this survey or a person who has visited Woodland
store at least once.

ii. Non- Probabilistic convenience sampling: In this study we used convenience sampling
as intended to get an inexpensive approximation of truth. This sample is selected
because it was convenient. The sample set selected was on the basis of the customers
available that are willing to take up the survey.
v. Data Collection Method
The method of data collection that has been used are-
a) Primary Data -Data has been collected through two means in order to get the desired result:
i. Questionnaire: A survey was conducted in order to achieve the desired objective. The
survey was done in the Woodland store- Jubilee Hills, Hyderabad with general
customers who walked- in the store to understand know their experience in the
store.

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ii. Study on competitors: A competitive study was done for its direct competitor i.e.
Bata to understand the customers behaviour and psychology towards at their store
in relation to their omni- channel presence. The study was done through observation.
b) Secondary Data
Data has been collected and analysed through Research articles that were available and also
through the data that could be taken from the company website in order to achieve the
objective.
vi. Tools used
➢ Questionnaire
A set of printed or written questions with a choice of answers, devised for the purposes of a
survey or statistical study. A brief questionnaire was formed with the idea of understanding
customers behaviour in regard to their attitude, perception and motivation towards the brand
and also the with reference to the omni channel practices adopted by the brand.
In order to gauge customers behaviour special types of questions were used. Multiple choice
questions have been used for the ease of understanding and convenience of filling the survey
for the customers. Dichotomous Questions aimed to get a clear understanding of customer’s
view and give me ease in filling the form.
➢ Interview
The purpose of interview was to gain insight information that is not available on the
secondary sources. Thus, an in- depth interview with Mr. Vivek, the store manager and Mr.
Jairam, the visual merchandising in charge of the store was taken to gain an insight knowledge
about the brand, it’s functioning and future plans.

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V) RECOMMENDATIONS

I. JOIN THE SOCIAL WORLD


Social media is arguably the best thing to have happened to the apparel industry. The network
arms the fashion industry with the ability to reach a large audience with just a single post. It
enables the brands and clients now interact genuinely via any of the existing platforms.
Word of mouth, which drives the apparel business, also spreads like wildfire through the
ever-increasing user base of these platforms. Social media is one major way the internet
revolution has had a great impact on the apparel industry.
But what exactly are social media? They are a set of internet-based applications and websites
that allow communication between users. Facebook, Twitter, Instagram, Google ad words are
few of the promising and famous examples that have created a storm in the digital world.
From our survey conducted , it was found that out of various advertisement platforms
available , majority of people tend to spend their time on social media .
Not actively participating on these platforms develops a negative impact on the mindset of
the customers and reduces its sales directly.
Thus, Woodland should participate strongly on these platforms.
Apart from basic marketing activities like- weekly contests, new arrival updates, sale season
updates the brand can use this tool to market its USP product i.e. trekking shoes by
encouraging adventure. As their shoes are known for their durability and toughness.

SOCIAL MEDIA CAMPAIGN THAT WOODLAND CAN INCORPORATE

Woodland’s vision is to empower explorers everywhere and has establishes itself as a rugged,
outdoor shoe brand.
Keeping on the same lines, Woodland can create a campaign where it empowers people to
take up adventure at any age.
TAGLINE FOR THE POST – ADVENTURE DOESN’T ASK YOUR AGE, IF NOT NOW, THEN WHEN?
In the two weeks long campaign, Woodland can share how it’s products are so comfortable
and ruff that a person belonging to any age group can feel liberated and indulge in adventure.

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It is known that over the years, the appetite for adventure sports has been on the rise. It is
the spirit of adventure that defines Woodland.
A spirit that is willing to stretch the levels of human endurance; a spirit that desires to reach
the furthest frontiers; a spirit that craves to venture into the unknown.
With this in focus, several posts could be created about the importance of adventure.
Example- How trekking is not just about invigorating sights to the quiet moments of self-
reflection, trekking and backpacking the outdoors but also provides a number of health
benefits ranging from physical to mental to spiritual.
Health benefits such as- Cardiovascular strength, Weight loss, Builds a robust heart, Cleanses
the lungs etc.
Highlight of the campaign would be “SHARE YOUR STORY” part wherein the brand would
encourage people to share their adventure stories and the most liked store could earn a free
training session on rock climbing.
With such practices customers can connect with the brand on an emotional level, impact
their psychology and could motivate them to take up adventure which will help them increase
the sale of their adventure shoes.
Also, Woodland could have a contest or giveaway. Whether it’s to promote a new product,
celebrate a holiday, or simply just because, contests and giveaways are excellent ways of
acquiring new customers and engaging with existing ones.
They’re perfect for fostering brand awareness and growing both the audience and business.
Apart from the buzz it helps to generate around the brand and products, it helps the brands
to motive participants enter the promotion by signing up for an email newsletter, liking or
sharing a social page, and so on, which can gives a valuable consumer data that could be used
to tailor the marketing strategy down the line.

II. ENHANCE THE WEBSITE


Women’s Wear Daily reported that more than 1,875 fashion stores closed last year, yet
according to Statista, revenue in the fashion segment is expected to increase from £360.7B in
2018 to £534.5B in 2022. This seems contradictory — how is revenue increasing if so many
stores are closing?
The internet. Shopping habits have changed and consumers are increasingly preferring to
shop online rather than visiting a physical location.
Getting a website is a must for brand: this means brands have to keep up with the transition
and go from a fashion brand to a fashion eCommerce brand.

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Why Woodland should have a dedicated website-
➢ Increasing visibility is one major factor that makes having a website important. Even if
people have heard the company, they may want to carry out research online first,
before entertaining the idea of leaving the comfort of their own home.
➢ Websites usually provide a map and directions to company`s shops or offices, for
visitors to less likely have trouble finding store’s location.
➢ Another important reason why having a website to represent your business is to give
you credibility. By building a website, brands give business the opportunity to tell
consumers why they should trust them and the testimonials and facts to back up those
opportunities.
On the website the brand can leverage the latest technology.
Example- The world is in the midst of a technological revolution marked by rapid
advancements in technologies like artificial intelligence (AI). The most famous for websites
being chatbots.
Chatbots act like 24/7 customer service reps that guide the customers through their journey
to checkout as soon as they land on your site. If the users have a question, they’re there to
answer it. And if they don’t have the capability to answer that question, a human rep can take
over.
Incorporation of such advancement can have a positive impact on the mindsets of the users
and motivate them to visit their website for ease of purchase.

III. WOODLAND IS MISSING OUT ON THE POTENTIAL OF A FASHION APP


Recent data released by Google confirm what we already know- mobile is the future of retail.
Over 64% of smartphone shoppers turn to mobile for ideas before heading out to shop.
Mobile is the ideal platform to bridge retailer’s in-store and online experiences and is the
perfect avenue for brand’s to communicate directly with the customer.
The traditional advantages of a mobile app are-
i. Cost Optimization
As more complex big data analytics is generated on consumers and shoppers can register
their preferences online through detailed profiles and thereby, retailers can maintain lower
inventory- only stocking products that consumers demonstrate a demand for.
ii. Increased Revenue
Big data for retail from fashion apps can help brands recommend related products or styles
through in-app purchases leading to enhanced revenue opportunities.
Big data for retail is reliable and effective, there’s a definite cost advantage to leveraging the
human element in personal shopping apps. Acting as on-call concierges for demanding, time-

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sensitive clients, personal shopping apps can build a level of trust and confidence with
consumers which can result in larger, repeat sales.
iii. Fashion apps are here to stay and have proved to be a successful tool for retailers
wanting to provide a seamless, omnichannel retail experience.
While mobile app usage continued to grow in 2015 with 58% growth in overall app usage,
personalization led the way with a growth of 32%.
Woodland could have a mobile app of it’s own that is compatible to both android and ios.
The main advantage/ highlight of the app could be easy pass facility.

Easy pass is a software which enables the customers to select the products online, the
selected product would be added to the cart the customers.
In order to provide the touch and feel convenient shopping experience the brand could
provide the facility of wherein the customer can visit the nearest store and can try the earlier
selected products without taking much time and complete his/ her shopping experience. This
could be incorporated through shared cart facility option.
This could also work both ways, with an in-store selection seamlessly added to their digital
Wishlist. When they receive communications, it includes all the info they need to make a
decision: dimensions, info, and product photos; a help chat link; and even the name and
contact info of the employee who helped them.
This will provide dual convenience to the customer of saving his time and nurture his shopping
journey.

IV. Membership and loyalty program


Companies throughout the nation are now utilizing loyalty programs more often than ever
before. These organizations understand the importance of retaining existing customers and
choose to implement a system directed specifically at building customer loyalty. One of the
most beneficial parts of loyalty rewards systems, for both the customers and the business
owners, is that, depending on the tactics, the rewards can be applied to purchases made
online, in person, or both. This provides you with the chance to offer a robust set of rewards
for a broader array of clients.

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Woodland is lacking behind in providing membership and loyalty program to its customers.
Woodland should understand membership and loyalty programs are the paramount of
brands success. Woodland needs to incorporate customer loyalty program as the cost to
acquire new customer is around 5-25 times than it does to sell it to existing one.
There are a lot of another benefits that membership and loyalty programs has to offer:

• Loyal customers convert and spend with brands they like more often
• Loyal customers spend more than others
• Loyal customers tell their family and friends about positive experiences. Word-of-
mouth marketing is more effective at driving new customers than branded content
and advertising, and in turn, these referred customers become loyal customers that
are likely to spend more than average.

Woodland can introduce its members and customer loyalty program in the following ways:
➢ Woodland can issue loyalty/membership cards to its customers that will accumulate
points whenever the customer will buy something from woodland and those points
can be redeemed on their future purchases.
➢ Woodland can reward their customers for writing genuine reviews for the brand as 97%
of customers say reviews have an impact on purchase decisions. This means shoppers
see reviews as credible sources of information, so rewarding customers for writing
them helps establish trust between shoppers and the brand.
➢ Woodland can also reward their customer for referring woodland to their friends and
family by rewarding their existing as well new customers with some credits that they
can redeem on their future purchases. This will also help in increasing the word of
mouth marketing of the brand.

V. Efficient employees yield better results

Offering benefits to your employees is important because it shows them you are invested in
not only their overall health, but their future. A solid employee benefits package can help to
attract and retain talent. Benefits can help you differentiate your business from competitors.
Woodland can provide employee benefits and sales training in the following ways

• The employee benefit packages may include overtime, medical insurance,


vacation, employee discount, rewarding employees for their excellent
performances to name just a few. When the employee is satisfied, they work

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whole heartedly for their company. This also helps in increasing employee
loyalty towards the company.
• Woodland must train their employees properly as to how to deal and satisfy
the needs of customers especially during the sales season as according to our
analysis the customers are not satisfied with the staff service of woodland
during sales season.
• Also, woodland jubilee hills do not have the required number of sales
personnel in their store. The ideal number of sales personnel required is 4 sale
consultants and 1 store manager. whereas, the store only has 2 sales
consultants and 1 store manager which is not sufficient to meet the demand
of customers during sales season.

VI. Adequate trial rooms

A promotion or a clever window display might get a shopper in the door, and the selection
and pricing might convince them to pick an item up off the rack. However, until they know
how that particular piece of clothing makes them feel when they’re wearing it, no sale is a
done deal. Not having sufficient number of fitting rooms may lead the store to lose their sales.
Woodland, jubilee hills only has one trial room in their store which is not sufficient as the
store has merchandise for both men and women. They should have at least two separate
fitting rooms for both men and women. As non-availability of fitting rooms may lead the
customer to leave the store without making the final purchase and this scenario is very
evident specially during the sales season.

VII. Merchandise rotation

As per the result of our study, despite considering Woodland as an affordable brand customer
prefer to buy from it during the sale season. The anticipated reason for this could be improper
or nor timely merchandise rotation.

Customers wants to see something new every day. In order to keep up with the competition
the brand can make work on their merchandise rotation scheme. With regard to this, the
brand can have feedback system wherein customers only tell what next do they want from
the brand.

This way the Woodland would be able to identify the customers needs and customers will
also feel powerful that the brand is making efforts top recognize what they want.

VIII. Tie up with adventure sports agencies

As reflected from the analysis, majority of customers of Woodland prefer to purchase


products related to adventure sports like trekking etc, rather than regular formal or casual
footwear.
Also, students propose to be their untapped high potential customers.

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Price and budget constraints seems to be the major drawback that the brand need to focus
on.
Woodland can propose to tie up with leading adventure sports agencies such as trekking,
mountain climbing etc, and extend a discount voucher to students who are willing to take up
adventure sports under the supervision of the same agency.

The scheme can be called:

ADVENTURE- UNDER GUIDANCE OR AFTER TRAINING

The voucher would be applicable for purchase of only adventure sports related products like
trekking shoes, bag packs etc.
The adventure sports agencies can share a fixed amount to Woodland for every registration
that they receive from a Woodland customer. This would benefit all the three parties involved
in the scheme i.e. Woodland, Adventure sports agency and students. Woodland would be
able to tap the untapped segment, who would be channelled to the agency if they show
willingness or interest to take up adventure sports, hence increasing agency’s customer base.
With the help of such programme the brand can spread the importance about fitness along
with encouraging adventure activities to be only performed about adequate training or under
professionals.

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VI) LIMITATIONS

i. Sample Size Limitations:


The research has been conducted with the responses of only 70 customers visiting the
Woodland store at Jubilee hills, Hyderabad. The sample size is quite small in order to build
and draw conclusions about the perception of all customers in Hyderabad who have visited
this store.
❖ The sample might not be reflective of the entire population because:
➢ The customer might not have enough knowledge about the brand and the store.
➢ The customer might be biased towards the brand and the store.
➢ The customer might be ignorant while filling the survey.
➢ The customer might not be in the right state of mind while filling the questionnaire.
➢ A larger sample size would have helped in generating more accurate results.
ii. Sample Selection Limitations:
Since the method of Convenience Sampling was used, we came across a few limitations during
our research. Since the research was conducted by taking a survey among the people visiting
the Woodland store at Jubilee Hills Hyderabad, complete omission of a lot of sampling units
that might affect the research has been noted, i.e. the customers who did not visit the store
during the time of the survey.
iii. Other Limitations:

➢ Lack of previous in-depth knowledge about the brand and the store.
➢ Lack of information might have led to omission of important factors that might play and
important role in the analysis and results of the research report.’

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VII) REFERENCES
1. Primary Data
➢ Interview with the store Manager
➢ Survey conducted through Questionnaire

2. Secondary Data
➢ https://www.professionalacademy.com/blogs-and-advice/marketing-
theories--the-marketing-mix---from-4-p-s-to-7-p-s
➢ https://scholar.google.co.in/scholar?q=woodland+literature+review&hl=en&
as _sdt=0&as_vis=1&oi=scholar
➢ https://repository.up.ac.za/bitstream/handle/2263/29717/02chapter2.pdf?s
equ ence=3
➢ https://www.woodlandworldwide.com/
➢ https://academic.oup.com/forestry/articleabstract/28/2/141/592048?redire
ctedFrom=fulltext
➢ https://www.scribd.com/doc/131808795/Woodland-Project-Report

VIII) APPENDICES
i) Questionnaire

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