TERM PAPER

ON

“Perception of people towards LIFESTYLE”

MARKETING MANAGEMENT

Lovely professional university

SUBMITTED BY
Isha Grover
Roll no-A29

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TABLE OF CONTENT
1. Introduction

2. About lifestyle

3. Objective and research methodology

4. Data analysis and Interpretation

5. Pros and cons

6. Conclusion

7. Annexure

8. Bibliography

INTRODUCTION
A questionnaire was prepared in order to conduct market survey. The questionnaire
was based on different parameters to judge and understand the consumer behaviors
and determine the best possible strategies which could be used to attract customers.
A questionnaire consists of a set of questions presented to a respondent. Because of
its flexibility, it is most common instrument used to collect primary data.
Researchers need to carefully develop, test, and debug questionnaire before
administering it to large scale.

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Close end questions specify all the possible answer and provide answers that are
easier to interpret and tabulate. Open end questions allow respondents to answer in
their own words and often reveal more about how people think.

Points that are kept in mind while preparing the questionnaire are:
• Questions should be biased.
• Make the questions as simple as possible.
• Avoid questions with negative in them.
• Avoid hypothetical questions.
• Make the questions specific.
• Do not use the words that could be misheard.

ABOUT LIFESTYLE

Lifestyle International (P) Ltd. opened its first Lifestyle store in India in 1999 and
in a little over a decade has come to be recognized amongst leading retail
companies in the country. It is a part of the prestigious USD 3.2 billion Landmark
Group (Dubai). Positioned as a trendy, young, colorful and vibrant store, Lifestyle
offers consumers not just the ease of shopping but also provides for an enjoyable
shopping experience. Each Lifestyle store brings together five concepts under one
roof – Apparel, Footwear, Children Wear & Toys, Household & Furniture and

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Health & Beauty; offering a convenient one-stop shop and a choice of over 350
national & international brands.

Home Centre by Lifestyle is a one stop destination for furniture, home décor and
soft furnishing that truly represents style, comfort and individuality. The stores use
unique ‘concept’ rooms as the display model, to give consumers a practical idea of
how each piece of furniture would look in a particular room.

In keeping with the Group’s tradition of making every shopping experience even
more rewarding and memorable,
The Inner Circle – Landmark Group’s Loyalty program allows members, to enjoy
exclusive benefits and privileges such as reward points and exciting offers. The
Inner Circle is today recognized amongst the leading Loyalty Program in the
country with a member base of over 1.1 million. The card is accepted across all
Landmark Group’s umbrella of brands in India including Lifestyle, Home Centre
by Lifestyle, Max Fashion, Splash, Bossini, SPAR hypermarket, Polynation food
court, Gloria Jean’s Coffees & The Yellow Chilli chain of restaurants.

Lifestyle offers a truly international shopping experience, a fact borne by

numerous accolades:
• ‘Most Respected Company in the Retail Sector’ by Business World – IMRB
in 2003 and 2004.
• ‘ICICI – KSA Technopak Award for Retail Excellence’ in 2005
• Lycra Images Fashion Awards for the ‘Most Admired Large Format Retailer
of the Year’ in 2006.
• ‘Reid and Taylor’ Retailer of the Year award for the year 2006
• Most Admired Retailer of the Year – Department Store’ from Images Retail
in 2008
• Most Admired Retailer of the year award in Home & Interiors Category for
Home Centre by Lifestyle from Images Retail in 2009
Present across major metros in India, Lifestyle is rapidly expanding its footprint
across the country with 24 stores. It is currently present in Ahmedabad, Bangalore,
Mangalore, Jalandhar, Chennai, Delhi, Hyderabad, Jaipur, Nagpur, Noida,
Gurgaon, Mumbai, Pune,Kanpur and Ludhiana.

Home Centre by Lifestyle is present in Gurgaon, Bangalore, Mumbai, Noida,

Pune, Chennai and Hyderabad with 11 stores.
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OBJECTIVE
• To study the needs of customers at the place of purchase .

• To study the consumer opinion and ideas about the price , quality and
services rendered by the lifestyle stores.

• To study the factor influencing the customers to purchase products from

lifestyle stores.

RESEARCH METHODOLOGY

Research comprises defining and redefining problems, formulating hypothesis or

suggested solutions, collecting, organizing and evaluating data, making deductions
mil reaching conclusion, and at last carefully testing the conclusion to determine
whether they fit the formulating hypothesis.
Marketing research is defined as a systematic gathering and analysis of the data
concern with an objective.

Research Plan: -
Research Approach: SURVEY METHOD
Primary Source
Primary data consists of original information gathered for specific purpose. The
primary data is collected through questionnaire. The questionnaire is through
common instrument collecting primary collection. I collected the data through
questionnaire from different slifestyle eating joints.

Research Instrument
The research instruments used for collecting the primary data were the
questionnaire.

Questionnaire

The questionnaire was carefully developed tested and debugged before they were
administered on a large scale. Each questions contributed to the research objective
here questionnaire is structured types means there are concrete, definite and
predetermined questions.

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The questions are presented are exactly same wording and in the same an order to
all respondents. The questionnaire had a mix type of open ended, closed ended and
multiple choice questions. The questions were limited in numbers simple direct
and unbiased technology was adopted.
Research problem:
To find and analyse the various factors which helps in forming a customer
perception towards new life style stores.

Sampling Procedure:
Sample Unit : Consumer visited lifestyle

Sample Size : 50 Respondents

Sampling Method : Random Sampling Method

DATA ANALYSIS

Question No. 1
Do you visit lifestyle?
Do you visit Yes No
No. of Respondents (%) 100% 0%
No. of Respondents (in 50 0
no.)

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 Do you visit

120%

100%

80%

60% No. of Respondents (%)

40%

20%

0%
Yes No
Interpretation
All the candidates interviewed visited lifestyle.

Question No. 2
With whom you prefer to visit ?
Prefer to visit Friend Spouse Colleagues Alone
lifestyle
No. of 60% 20% 4% 16%
Respondents
(%)
No. of 30 10 2 8
Respondents
(in no.)

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 Prefer to visit malls

16%
4% Friend
Spouse
Colleagues
20% 60% Alone

Interpretation
Out of 50 respondents:-
60% preferred to visit lifestyle with Friends.
20% preferred to visit lifestyle with their spouse.

Question No. 3
How much time you spend in a lifestyle?
Time spent on Hour 1-2 hrs More than 3
visiting lifestyle hours
No. of 20% 50% 30%
Respondents (%)
No. of 10 25 15
Respondents (in
no.)

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 Time spent on visiting malls

20%
30%
Hour
1-2 hrs
More than 3 hours

50%

Interpretation
Out of 50 respondents 25 respondents spend approx.1-2 hrs in a lifestyle.
Out of 50 respondents 15 respondents spend approx.more than 3 hrs in lifestyle.
Out of 50 respondents 10 respondents spend approx. less than 1hrs. In lifestyle.

Question No. 4
Does the person with whom you visit lifestyle influence you?
Person who influence Yes No
No. of Respondents (%) 40% 60%
No. of Respondents (in 20 30
no.)

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Person who influence
Person who influence

70%
60%
60%

50%
40%
40%
No. of Respondents (%)
30%

20%

10%

0%
Yes No
Interpretation
Humans are social being, different person has different perception and attitude, so
they purchase according to their own need like.

Question No. 5
Do you visit the lifestyle, by advertising influence?
Advertisement Yes No Sometime Can’t say
influence yes
No. of 40% 24% 16% 20%
Respondents
(%)
No. of 20 12 8 10
Respondents
(in no.)

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 Advertisement influence

20%
40% Yes
No
Sometome yes
16%
Can’t say

24%

Interpretation
Out 50 respondents:-
20 respondents responded that they come to know things through advertisement.
12 respondents responded that they are not affected by advertisement.
08 respondents responded that sometime yes and sometime they don’t know.

Question No. 6
Why do you choose lifestyle for shopping?

Choosing lifestyle for Less Economi Bran Vari Quality All under Conveni
shopping time cal ds ety one roof ent
No. of Respondents (%) 14% 24% 26% 8% 14% 6% 8%
No. of Respondents (in no.) 7 12 13 4 7 3 4

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 Choosing malls for shopping

Less time
Economical
Brands
Variety
Quality
All under one roof
Convenien

Interpretation
7 respondents said less time, 12 respondents said its economical, 13 respondents
said they get brands.

Question No. 7
Do you go for unplanned (spot Purchases) shopping / Purchases?

Unplanned Yes No Can’t say

purchases or spot
purchases

No. of 54% 32% 14%

Respondents (%)
No. of 27 16 7
Respondents (in
numbers)

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 Unplanned purchases or spot purchases

14%

Yes
No
54% Can’t say
32%

Interpretation
Out of 50 respondents
54% respondents made unplanned purchases.
32% respondents said they don’t make unplanned purchases.
14% respondents said that they were not sure

Question No. 8
Which of the following media you find the ads of any shopping lifestyle?
Mode of Newspaper T.V Radio Hoardings Others
advertisement
No. of 30% 50% 10% 8% 2%
Respondents
(%)
No. of 15 25 5 4 1
Respondents
(in numbers)

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 Mode of advertisement

8% 2%
10% 30% Newspaper
T.V
Radio
Hoardings
Others
50%

Interpretation
Out of 50 respondents
30% respondents get aware through Newspaper.
25% respondents get aware of the ads through T.V.
10% respondents get aware through Radio channels.
8% respondents get aware through hoardings.

FINDINGS AND OBSERVATIONS

• Almost every person contacted or interviewed said that he/she has visited
lifestyle. Maximum number of respondents said they are aware of lifestyle.

• From analysis we found out that most of the people were affected and
attracted with offers and schemes.

• It has been found out that most of the people in city visit lifestyle for
refreshment and enjoy.

• Consumers choose lifestyle to stop because they all want variety and brands
and shopping at lifestyle according to the consumers is economic as
compared to shopping at other places.

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 • Most of the people who were interviewed by me responded that they are
brand loyal and most of them stick to the brand they like.

• Advertising plays a very crucial part in the consumer decision making

process.

• Most of the respondents take on the spot decision of buying different

products because of the various attractive product displays and pretty
combination which the store tries on the mannequins is mostly dependent by
the customers, show that most of the consumers are attracted towards
different fancy displays.

• For most of the respondents quality plays a very important role because most
of the respondents said that they want quality products’ and that’s also one
reason for most of the respondents sticking to particular brands.

• We can also say that location, variety convenience and economical products
are not the only things which attract the customer but there are some other
factors which play a major role in attracting the customers as mentioned.

PROS AND CONS

PROS
1 .Variety: The variety of goods and products at lifestyle is like a one
stop shop for customers. It provides household products and other
products like apparels etc. This attracts customers
2. Layout : Lifestyle provides ease of shopping by providing them
with a very clear store layout which is an essential element in attracting
customers as it pleases them.
3.Ambience: Lifestyle has a very pleasing ambience which helps in
shopping, the colours, lights and others help in encouraging customers
in shopping.
4.Brand Awareness : Lifestyle has a high level of brand awareness
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among customers in and around the city. It is a popular store, this helps in
attracting customers as publicity by person to person by word of mouth helps
Lifestyle in getting more customers.
5.High Income Groups : Lifestyle attracts mainly the high income
group although it attracts the middle income group as well but not as
much as the high income group.

CONS

1.Expensive: Lifestyle has a label which is tagged in the minds of

customers that it is expensive and therefore this affects the sale of goods
in the store.
2.Less Advertisement : Lifestyle is not known much for their
advertisements and the advertisements done are very less as well. This
does not attract more customers to the store.
3.Very few outlets : Lifestyle is not spread all over the city and
hence this causes a problem for customers to travel far distances to get
to the store and hence they find alternatives.
4. Less Attraction : The attraction in lifestyle is less compared to
other stores, i.e., the sales and offers are less.

CONCLUSION
It was found that people use to visit new life style stores because they found it
convenient to shop there. The factors that influence their decision were quality and
variety they get there.
In our survey it was found that though the trends of new life style stores has
started people still want more customized products and superior quality.

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Annexure
“Questionnaire on perception of people towards lifestyle”
Please spare some time to fill in this . The survey is voluntary and will help us to
gather more information to our project.

1.Do you visit lifestyle?

Yes b. No

2.With whom you prefer to visit lifestyle?

Friends b. spouse c. Colleague d. Alone

3.How much time do you usually spend in a lifestyle?

Hour b. 1-2 hours c. More than 3 hours

4.Does the person with whom you visit lifestyle influence you?
Yes b. No

5.Do you visit the lifestyle, by advertisement influence?

Yes b. No c. Sometimes yes d. Can’t say

6.Why do you choose lifestyle for shopping?

a. Less time b. Economic c. Brands d. Variety
e. Quality f. All under one g. Convenience

7.Which of the following media you find the ads of any shopping lifestyle?
News b. T.V. c. Radio d. Hoardings

8.Do you go for unplanned (spot) shopping / purchases?

Yes b. No c. Can’t say

Feed back / Suggestions:-

……………………………………………………………………..
……………………………………………………………………..
……………………………………………………………………..

Name……………………………………………………………..
Occupation……………………………………………………….

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Thanking you

Bibliography
Books and magazines:

Consumer Behavior
Fourth edition by David L. London & Albert J. Delia Bitta.

Research methodology (Methods & Technology)

Revised Second edition by C.R.Kothari

Through net surfing:

www.google.com
www.wikipedia.com
www.answers.com

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