34839990 consumer behaviour towards readymade garments with reference to itc

8/12/2019 34839990 Consumer Behaviour Towards Readymade Garments With Reference to ITC

1/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

1.1 THEORETICAL BACKGROUND OF THE STUDY:

MARKETINGRESEARCH

Marketing Reear!" "a #i$er %eaning an$ !&'e. It i t"e(te%ati! gat"ering) re!&r$ing an$ ana*(+ing &, $ata a-&t 'r&-*e%

!&nne!te$ #it" t"e %arket '*a!e) i.e. 'r&-*e% re*ating t& 'r&$!t) 'ri!e)

'*a!e an$ 'r&%&ti&n &, t"e / 0 &, t"e %arketing %i2.

T"e A%eri!an Marketing A&!iati&n $e,ine Marketing Reear!"

a ,&**:3

Marketing Reear!" i t"e ,n!ti&n #"i!" *ink t"e !t&%er)

!&n%er an$ '-*i! t& t"e %arketer t"r&g" in,&r%ati&n e$ t&

i$enti,( an$ $e,ine %arketing &''&rtnitie an$ 'r&-*e%4 generate

re,ine an$ e5a*ate a!ti&n4 %&nit&r %arketing 'er,&r%an!e4 an$

i%'r&5e n$ertan$ing &, %arketing a a 'r&!e.

Marketing Reear!" i !&n!erne$ #it" a** t"&e ,a!t&r #"i!"

"a5e a $ire!t i%'a!t '&n t"e %arketing &, 'r&$!t an$ er5i!e. It i

t"e t$( &, an( 'art &, t&ta* %arketing 'r&!e. In !&n!entrate &n t"e

t$( &, 'r&$!t '*anning an$ $e5e*&'%ent) 'ri!ing) '&*i!ie)

e,,e!ti5ene &, 'er&na* e**ing) a$5ertie%ent an$ a*e 'r&%&ti&n)

!&%'etiti&n an$ t"e entire area &, -(er -e"a5i&r an$ attit$e in

t"e %arket '*a!e.

CONSUMER BEHA6IOUR

C.B. i $e,ine$ a t"e -e"a5i&r t"at !&n%er $i'*a( in

ear!"ing ,&r) 'r!"aing) ing) e5a*ating an$ $i'&ing &, 'r&$!t

an$ er5i!e t"at t"e( e2'e!t #i** ati,( t"eir nee$. C&n%er

-e"a5i&r !&%e n$er %arketing -ran!".

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE

1


2/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

T"e t$( &, !&n%er -e"a5i&r $#e** ,r&% 5ari& t"e%e t"e

i%'&rtant &n!e are $i!e$ -e*: 3

B(ing %&ti5e

B(ing r&*e

Ma7&r ,a!t&r in,*en!ing -(ing -e"a5i&r

8&rking tar$ en"an!ing !t&%er ati,a!ti&n

T"e ,i5e tage in !&n%er -(ing 'r&!e

T"e ai% &, %arketing i t& %eet an$ ati,( target !t&%ernee$ an$ #ant. T"e ,ie*$ &, C&n%er -e"a5i&r t$ie "

in$i5i$a*) gr&') an$ &rgani+ati&n e*e!t) -() e) an$ $i'&e &,

g&&$) er5i!e) i$ea) &r e2'erien!e t& ati,( t"eir nee$ an$ $eire.

Un$ertan$ing !&n%er -e"a5i&r an$ 9kning !t&%er i ne5er

i%'*e. Ct&%er %a( a( &ne t"ing -t $& an&t"er. T"e( %a( n&t -e in

t&!" #it" t"eir $ee'er %&ti5ati&n. T"e( %a( re'&n$ t& in,*en!e t"at

!"ange t"eir %in$ at t"e *at %inte. Marketing an$ en5ir&n%enta*

ti%*i enter t"e -(er !&n!i&ne. T"e -(er !"ara!teriti! an$

$e!ii&n 'r&!ee *ea$ t& !ertain 'r!"ae $e!ii&n. T"e %arketer tak

i t& n$ertan$ #"at "a''en in t"e -(er !&n!i&ne -et#een t"e

arri5a* &, &ti$e ti%*i an$ t"e 'r!"ae $e!ii&n. It "a -een a't*(

ai$ t"at t"e ,ie*$ &, !&n%er -e"a5i&r "&*$ ,&r 5ari& !ateg&rie &,

'e&'*e !" a t"e !&n%er) %arketer an$ t$ent &, %arketing.

A** t"e ,ir% "a5e tarte$ !&ni$ering 9!t&%er a t"e 9king &r

;een. T&$a() t"e %arket '*a!e i ,*&&$e$ #it" %an( ne# '*a(er

in!*$ing t"e "&t &, MNC re*ting in t"e a5ai*a-i*it( &, %&re n%-er

&, -ran$ in e5er( eg%ent &, t"e %arket. On a!!&nt &, t"i) t"e


2


3/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

!t&%er "a tarte$ -e!&%ing !"&&( a-&t #"at t& -(. T") a** ,ir%

are -e!&%ing n&t &n*( !t&%er ,&!e$ -t are a*& tr(ing t& -i*$

re*ati&n"i' #it" t"e%. T"i i $&ne -( !&ntin&*( '$ating

kn*e$ge) in,&r%ati&n an$ n$ertan$ing &, t"e !t&%er nee$ an$

e2'e!tati&n.

A#arene t"at i $i'*a(e$ -( t"e ,ir% "a5e %a$e !&n%er take %&re

interet in t"eir n !&n%'ti&n re*ate$ $e!ii&n. T"e( are keen t&'

gain %&re kn*e$ge a-&t taking 5ari& $e!ii&n re*ate$ t& 'r&$!t

an$ t"e 'r&%&ti&na* in,*en!e t"at 'era$e t"e% t& -(.

Marketer "a5e #&ken ' t& t"e rea*it( t"at t"e( e2it in a !&%'etiti5e

en5ir&n%ent) an$ t"ere,&re "a5e t& -e %&re !t&%er ,&!e$. On t"e

&ne "an$) t"e ,ir% are ,a!ing *i;i$it( 'r&-*e%) ,&**e$ -( a riing

rate &, in,*ati&n a*&ng #it" in!reaing !&%'etiti&n eating int& t"eir

%argin an$ a*e. On t"e &t"er "an$) %arketer "a5e &-er5e$ t"at t"e

!"&i!e e%'ere$ !t&%er !ann&t -e taken ,&r grante$. T"i i'arti!*ar*( tre -e!ae &, t"e ra'i$ rie in t"e a5erage !t&%er

earning) a #e** a a "ar' $r&' in t"e a5ing rate3 re*ting in a "ge

a%&nt &, $i'&a-*e in!&%e t& -e 'ent &n 'r&$!t an$ er5i!e.Ha5ing

a -etter n$ertan$ing &, !&n%er -e"a5i&r #i** "e*' !&%'anie

-e!&%e -etter t"an t"eir !&%'etit&r. T"e( #i** -e a-*e t& 're$i!t t"e #a(

a !&n%er %a( rea!t t& a gi5en et &, !e) an$ t" t"e( #i** -e a-*e t&

'*an t"eir %arketing 'r&gra% &r trategie a!!&r$ing*(.

BUYING MOTI6ES

A !t&%er 'r!"ae a 'arti!*ar 'r&$!t &r er5i!e -e!ae &, a tr&ng

inner ,ee*ing &r ,&r!e #"i!" inti** in "i% a tr&ng $eire t& "a5e


3


4/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

'&ei&n &, t"e a%e. A -(ing %&ti5e !an -e ai$ t& -e a** t"e $eire

!&ni$erati&n an$ i%'*e #"i!" in$!e a -(er t& 'r!"ae a gi5en

'r&$!t. Bai!a**() -(ing %&ti5e are &, t#& kin$:

1. 0r&$!t %&ti5e.


5/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

T"e -(er #i** !are,**( t"ink an$ #&rk &t t"e 5a*i$ an$ re*e5ant rea&n

t& 7ti,( t"e 'r&'&e$ 'r!"ae &, t"e 'r&$!t.

He5er) &%eti%e it "a -een &-er5e$ t"at &%e 'r&$!t %&ti5e %a(

-e a %i2tre &, e%&ti&n an$ rati&na*it(. In !" a !ae) a -(er %a( rea!t

;i!k*( t& a itati&n an$ %ake an i%'*i5e -(ing $e!ii&n -t t"ere

!&*$ -e &%e !&n!i& rea&ning -e"in$ !" a 'r!"ae. S& a %&re

*&gi!a* #a( &, !*ai,(ing 'r&$!t %&ti5e i -( a$$ing t#& $i%eni&n

t& t"e 'r&$!t %&ti5e3 ti*it( an$ 'retige.

0ATRONAGE BUYING MOTI6ES:

8"( $& -(er 'r!"ae ,r&% 'e!i,i! "&'= 8"at are t"e

!&ni$erati&n &r ,a!t&r #"i!" 'era$e t"e -(er t& $i'*a( !"

'atr&nage= T"ee ;eti&n !an -e an#ere$ -( n$ertan$ing -(er

'atr&nage %&ti5e. 0atr&nage %&ti5e !an a*& -e !ateg&ri+e$ int& t#&

gr&' na%e*() e%&ti&na* 'atr&nage %&ti5e an$ rati&na* 'atr&nage

%&ti5e.

E%&ti&na* 'atr&nage %&ti5e: E%&ti&na* 'atr&nage %&ti5e are t"&e

i%'*e #"i!" %&ti5ate &r 'era$e a -(er t& 'r!"ae ,r&% 'e!i,i!

"&'. T"ere %a( -e n& *&gi!a* rea&ning -e"in$ "i $e!ii&n t& 'r!"ae

,r&% a 'arti!*ar "&'. He %a( i%'*( $e!i$e t& -( ,r&% "i 9%&t

're,erre$ "&') %ere*( -ae$ &n -7e!ti5e rea&n.

Rati&na* 'atr&nage %&ti5e: I, a -(er &*i!it a 'arti!*ar "&' a,ter

,&**ing a *&gi!a* rea&ning &, t"e %in$) t"i i !a**e$ rati&na* 'atr&nage

%&ti5e. He %a( e*e!t a "&' -e!ae it &,,er a 5ariet( &, 'r&$!t) &r

t&!k t"e *atet $eign an$ %&$e*) &r are 'r&%'t $e*i5er( an$ g&&$

a,ter a*e er5i!e.


5


6/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

A %enti&ne$ ear*ier) e5en 'atr&nage %&ti5e !an -e a

!&%-inati&n &, e%&ti&na* an$ rati&na* %&ti5e.

BUYING ROLESA -ig tak ,&r t"e %arketer i t& i$enti,( t"e target -(er &, a

'arti!*ar ne# 'r&$!t. T"e %arketer "a t& kn #"& %ake t"e -(ing

$e!ii&n ,&r t"e 'arti!*ar 'r&$!t !ateg&r(. 6er( &,ten) %&t &, t"e

'r!"ae $e!ii&n in5&*5e a De!ii&n Making Unit >DMU? !&%'riing

&, %&re t"an &ne 'er&n. S& "e "a t& n$ertan$ t"e r&*e &, t"e 5ari&

'e&'*e in5&*5e$ in t"e $e!ii&n %aking 'r&!e. T"ere are ,i5e $i,,erent

t('e &, r&*e t"at 'e&'*e '*a( in a -(ing $e!ii&n. T"e( are a ,&**:

Initiat&r: T"e 'er&n #"& ,irt gget t"e i$ea &, -(ing t"e

'r&$!t &r er5i!e.

In,*en!er: T"e 'er&n #"&e 5ie# &r a$5i!e in,*en!e t"e

$e!ii&n.

De!i$er: T"e 'er&n #"& $e!i$e &n an( !&%'&nent &, a -(ing

$e!ii&n: #"et"er t& -() #"at t& -() " t& -() &r #"ere t&

-(.

B(er: T"e 'er&n #"& %ake t"e a!ta* 'r!"ae.

Uer: T"e 'er&n #"& !&n%e t"e 'r&$!t &r er5i!e.

It #i** -e 5er( e,* ,&r t"e !&%'an( i, it i a-*e t& i$enti,( t"e r&*e &,

t"e 'er&n in5&*5e$ in t"e $e!ii&n %aking 'r&!e. T"i i -e!ae t"iin,&r%ati&n #i** "e*' t"e% in $eigning t"e 'r&$!t) a**&!ate ,n$ ,&r

t"e 'r&%&ti&na* -$get) #&rk &t t"e !&%%ni!ati&n %e$ia) an$ $e!i$e

,&r #"&% t"e %eage i t& -e $ire!te$.

B(ing Be"a5i&r: C&n%er $e!ii&n %aking 5arie #it" t"e t('e &,

-(ing $e!ii&n. T"e $e!ii&n t& -( t&&t"'ate) a tenni ra!ket) a


6


7/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

'er&na* !&%'ter) an$ a ne# !ar are a** 5er( $i,,erent. C&%'*e2 an$

e2'eni5e 'r!"ae are *ike*( t& in5&*5e %&re -(er $e*i-erati&n.

8ORKING TO8ARDS ENHANCING CUSTOMER SATISFACTIONIn t"e e2iting -ine en5ir&n%ent) %arket are tr-*ent an$

!t&%er nee$ are ,at !"anging. T"ere,&re) !&%'anie "&*$ &'t ,&r

#a( t& a$$ 5a*e ,&r t"eir !t&%er -( &,,ering 'r&$!t &r er5i!e 7t

t"e #a( t"e( #ant it. 8"en t"e !t&%er "a t& !"&&e ,r&% a *arge

n%-er &, &'ti&n) ,eatre) 'ri!ing tr!tre an$ 5ari& $e*i5er(

%et"&$) &,,ering a ni;e 'r&$!t t& e5er( in$i5i$a* !t&%er #i** g& a

*&ng #a( in a$$ing 5a*e t& t"e !&n%er $e!ii&n %aking 'r&!e.

Ct&%er ati,a!ti&n i a !&ntin& 'r&!e #"i!" $&e n&t -egin &r

en$ #it" a 'r!"ae. It !&5er t"e entire @ner"i' e2'erien!e ,r&%

e*e!ting a 'r&$!t) t& 'r!"ae) t& a,ter!are t& a re'eat 'r!"ae. T")

t"ere are t"ree tage in t"e !t&%er ati,a!ti&n 'r&!e) na%e*(:

1. 0re a*e: Dring t"i tage) t"e !t&%er e2'e!tati&n are

$e5e*&'e$ t"r&g" t"e 5ari& in,&r%ati&n &r!e *ike

a$5ertiing) #&r$ &, %&t" an$ & &n.


8/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

It a5ai*a-i*it( &r a*e &t*et.

H t& &-tain it.

Dring a*e 'eri&$:

O''&rtnit( t& in'e!t t"e 'r&$!t.

0r&5ii&n &, an attra!ti5e a*e en5ir&n%ent.

C&rte& an$ e,,e!ti5e er5i!e.

Rea&na-*e an$ re*ia-*e $e*i5er(.

En"an!ing ;a*it( &, g&&$ &r er5i!e.

0r&%'t re'*( in !ae &, !&%'*aint re!ei't.

Free$&% t& !"&&e #it" n$e a*e 'rere.

T"e A,ter a*e 'eri&$:

I, re;ire$ ne!ear( ''&rt &r a$5i!e %t -e 'r&5i$e$.

0r&%'t re'*a!e%ent &r re,n$ i, ne!ear(.

A %&&t" an$ traig"t ,&r#ar$ !&%'*aint 'r&!e$re.

E,,i!ient re'air an$ %aintenan!e er5i!e.

E,,i!ient an$ e,,e!ti5e !&n%er ,&**' 'r&!e.

Fr&% t"e a-&5e '&int) it i een t"at !&n%er ati,a!ti&n g&e

-e(&n$ t"e !&re 'r&$!t &r er5i!e &,,ering. Marketing $e!ii&n

%aker %t tart -( tr(ing t& n$ertan$ t"e e*e%ent #"i!"

t&get"er #i** $eter%ine t"e ati,a!ti&n *e5e*. T"e( %t t"en *itt"e e*e%ent in a 'r&'er e;en!e & a t& i$enti,( #"at i t& -e

$&ne t& in!reae t"e !t&%er ati,a!ti&n *e5e*. T"i !an -e $&ne

&n*( i, t"e %arketer in5&*5e a (te% #"i!" ,a!i*itate intera!ti&n

#it" t"eir !t&%er. T"ee intera!ti&n #i** 'r&5e t& -e e;a**(

i%'&rtant a


8


9/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

t"e ;a*it( &, t"e !&re 'r&$!t &r er5i!e &,,ere$ -( t"e !&%'an( in

t"e *&ng rn.

MAOR FACTORS INFLUENCING BUYING BEHA6IOR

0er&na*it(3An in$i5i$a* 'er&na*it( re*ate t& 'er!ei5e$ 'er&na*

!"ara!teriti! t"at are !&nitent*( e2"i-ite$) e'e!ia**( #"en &ne a!t in

t"e 'reen!e &, &t"er. In %&t) -t n&t a**) !ae t"e -e"a5i&r &ne

'r&7e!t in a itati&n i i%i*ar t& t"e -e"a5i&r a 'er&n e2"i-it in

an&t"er itati&n. In t"i #a( 'er&na*it( i t"e % &, en&r(

e2'erien!e &t"er get ,r&% e2'erien!ing a 'er&n >i.e.) " &ne ta*k)

rea!t?. 8"i*e &ne 'er&na*it( i &,ten inter'rete$ -( t"&e #e intera!t

#it") t"e 'er&n "a t"eir n 5ii&n &, t"eir 'er&na*it() !a**e$ Se*,

C&n!e't) #"i!" %a( &r %a( n&t -e t"e a%e "a " &t"er 5ie# .

CULTURAL FACTORS

C*tre:

E2ert t"e %a2i%% in,*en!e &n !&n%er -e"a5i&r. C*tre i t"e -ai!

$eter%inant &, a 'er&n #ant. It re,er t& a et &, *earnt -e*ie,) 5a*e)

attit$e) !t&%) "a-it an$ &t"er ,&r% &, -e"a5i&r t"at are "are$ in

&!iet(.

S- C*tre:

Ea!" !*tre !&nit &, %a**er -!*tre t"at 'r&5i$e %&re 'e!i,i!

i$enti,i!ati&n an$ &!ia*i+ati&n ,&r it %e%-er. T"e( are ,&r t('e &,

-!*tre t"e( are :

NATIONALITY GROU0S



10/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

RELIGIOUS GROU0S

RACIAL GROU0S

GEOGRA0HIC GROU0S

S&!ia* C*a:

It i t"e $i5ii&n &, 'e&'*e in t"e &!iet() #"i!" are "ierar!"i!a**(

&r$ere$) an$ it %e%-er "are i%i*ar 5a*e an$ -e"a5i&r.

SOCIAL FACTORS

Re,eren!e Gr&'

T"e( are t"e &!ia*) e!&n&%i! &r 'r&,ei&na* gr&' t"at "a5e a $ire!t &r

in$ire!t in,*en!e &n t"e 'er&n attit$e &r -e"a5i&r. C&n%er

a!!e't in,&r%ati&n 'r&5i$e$ -( t"eir 'eer gr&' &n t"e ;a*it()

'er,&r%an!e) t(*e et! &, a 'r&$!t. T"ee gr&' in,*en!e t"e 'er&n

attit$e an$ e2'&e t"e% t& a ne# -e"a5i&r.

Fa%i*(

It i t"e %&t in,*entia* gr&' a t"e attit$e) "a-it an$ 5a*e are

"a'e$ -( t"e ,a%i*( in,*en!e. T"e %e%-er &, ,a%i*( '*a( $i,,erent

r&*e !" a in,*en!er) $e!i$er) 'r!"aer an$ er in t"e -(ing

'r&!e.

R&*e an$ Stat

R&*e re'reent t"e '&iti&n #e ,ee* #e "&*$ &r &t"er ,ee* #e "&*$

"&*$ #"en $ea*ing in a gr&' en5ir&n%ent. T"ee '&iti&n !arr( !ertain

re'&ni-i*itie T"e !&n%er -(ing -e"a5i&r i a*& in,*en!e$ -( t"e


1!


11/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

r&*e an$ tat &, 'er&n. It in,*en!e a 'er&n in taking a !ertain

$e!ii&n.

0ERSONAL FACTORS

Age

A!!&r$ing t& Re** 0e&'*e -( $i,,erent g&&$ an$ er5i!e &5er t"eir

*i,eti%e. T"e *i,e!(!*e &, a 'er&n i in,an!() a$&*e!en!e) teenage) a$*t

%i$$*e age an$ &*$ age. In ea!" tage t"e 'er&n -(ing -e"a5i&r i

$i,,erent. T"e 'er&n i $e'en$ent &n &t"er $ring t"e ,irt t"ree tage)

t"en in t"e ne2t tage "e n&t &n*( take $e!ii&n -t a*& in,*en!e

&t"er -(ing $e!ii&n an$ in t"e *at tage &, t"e *i,e !(!*e t"e $e!ii&n

are again %a$e -( &t"er.

O!!'ati&n

It a*& in,*en!e "i &r "er !&n%'ti&n 'attern -e!ae &!!'ati&n

$e!i$e "i a-i*it( t& -( F&r e2a%'*e A -*e3!&**ar #&rker #i** -(

#&rk !*&t"e an$ #&rk "&e #"i*e a !&%'an( 'rei$ent #i** -(

e2'eni5e it) !*- %e%-er"i' an$ a *2r( !ar.

E!&n&%i! Cir!%tan!e

0r&$!t !"&i!e i great*( a,,e!te$ -( &ne e!&n&%i! !ir!%tan!e.

0e&'*e e!&n&%i! !ir!%tan!e !&nit &, t"eir 'en$ a-*e in!&%e)

a5ing) aet) $e-t) -&rring 'er an$ attit$e tar$ 'en$ing

5er a5ing.

Li,et(*e


11


12/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

It i t"e 'attern &r #a( &, *i5ing &, a 'er&n. T"i #i** -e in$i!ate$

t"r&g" t"e 'er&n a!ti5itie) interet an$ &'ini&n. Hen!e "e #i**

!"&e 'r&$!t a!!&r$ing t& "i *i,et(*e.

0YSCHOLOGICAL FACTORS

M&ti5ati&n3 M&ti5ati&n re*ate t& &r $eire t& a!"ie5e a !ertain

&t!&%e. F&r intan!e) #"en it !&%e t& %aking 'r!"ae $e!ii&n

!t&%er %&ti5ati&n !&*$ -e a,,e!te$ -( !" ie a ,inan!ia*

'&iti&n >e.g.) Can I a,,&r$ t"e 'r!"ae=?) ti%e !&ntraint >e.g.) D& I

nee$ t& %ake t"e 'r!"ae ;i!k*(=?) &5era** 5a*e >e.g.) A% I getting %(%&ne( #&rt"=?) an$ 'er!ei5e$ rik >e.g.) 8"at "a''en i, I %ake a -a$

$e!ii&n=?.0(!"&*&git "a5e $e5e*&'e$ t"e&rie &, "%an %&ti5ati&n.

T"e -et t"ree %&ti5ati&n t"e&rie are gi5en -( Sig%n$ Fre$) A-ra"a%

Ma* an$ Fre$eri!k Her+-erg.

0er!e'ti&n

A %&ti5ate$ 'er&n i rea$( t& a!t. H t"e %&ti5ate$ 'er&n a!ta**(

a!t i in,*en!e$ -( "i &r "er 'er!e'ti&n &, t"e itati&n. T& 'er!ei5e i

t& ee) t& "ear) t& t&!") t& tate) t& %e** an$ t& ene &%et"ing & a t&

,in$ %eaning in t"e e2'erien!e. 0e&'*e !an e%erge #it" $i,,erent

0er!e'ti&n &, t"e a%e &-7e!t -e!ae &, t"ree 'er'eta* 'r&!ee t"at

i e*e!ti5e retenti&n) e*e!ti5e attenti&n an$ e*e!ti5e $it&rti&n.

Learning

In5&*5e !"ange in an in$i5i$a* -e"a5i&r ariing ,r&% e2'erien!e &r

'ra!ti!e. M&t "%an -e"a5i&r i *earne$. It i 'r&$!e$ t"r&g" t"e

inter'*a( &, $ri5e) ti%*i) !e) re'&ne an$ rein,&r!e%ent.


12


13/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

Be*ie, an$ Attit$e

A -e*ie, i a $e!ri'ti5e t"&g"t t"at a 'er&n "&*$ &%et"ing. T"r&g"

$&ing an$ *earning) 'e&'*e a!;ire -e*ie, an$ attit$e. T"ee in trn

in,*en!e t"eir -(er -e"a5i&r. T"e -e*ie, %a( -e -ae$ &n kn*e$ge)

&'ini&n) &r ,ait". T"e( %a( &r %a( n&t !arr( an e%&ti&na* !"arge.

An attit$e i a 'er&n en$ring ,a5&ra-*e &r n,a5&ra-*e e5a*ati&n)

e%&ti&na* ,ee*ing) an$ a!ti&n ten$en!ie tar$ &%e &-7e!t &r i$ea.

0e&'*e "a5e attit$e tar$ a*%&t e5er(t"ing: re*igi&n) '&*iti!) !*&t"e)

%i!) ,&&$ an$ & &n. Attit$e 't t"e% int& a ,ra%e &, %in$ &, *iking&r $i*iking an &-7e!t.

THE FI6E STAGES IN CONSUMER BUYING 0ROCESS

0r&-*e% Re!&gniti&n

T"e -(ing 'r&!e tart #"en t"e -(er re!&gni+e a 'r&-*e% &r nee$.

T"e nee$ %a( -e a!ti5ate$ -( interna* &r e2terna* ti%*i. T"e intenit(&, #ant #i** in$i!ate t"e 'ee$ at #"i!" t"e 'er&n #i** %&5e t& ,*,i** it.

In,&r%ati&n Sear!"

An ar&e$ !t&%er #i** -e in!*ine$ tar$ t"e ear!" ,&r in,&r%ati&n

nti* t"e $eire$ 'r&$!t i knn an$ a5ai*a-*e. T"e 'er&n #i** a*&

ear!" ,&r in,&r%ati&n nti* t"e $eire$ 'r&$!t i knn an$ a5ai*a-*e.

T"e 'er&n #i** a*& ear!" ,&r in,&r%ati&n re*ating t& t"e -ran$) it

*&!ati&n an$ t"e %anner &, &-taining t"e 'r&$!t.


13


14/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

E5a*ati&n &, A*ternati5e

T"i i an i%'&rtant tage in t"e 'r&!e &, -(ing #"ere e5era*

$e!ii&n are taken in t"e e5a*ati&n 'r&!e.

T"e -ai! !&n%er e5a*ati&n 'r&!e i a ,&**

Firt*( T"e !&n%er i tr(ing t& ati,( a nee$.

Se!&n$*( He i *&&king ,&r !ertain -ene,it ,r&% t"e 'r&$!t.

T"ir$*( He ee a 'r&$!t a a -n$*e &, attri-te.

0r!"ae De!ii&n

8"i*e t"e !t&%er i e5a*ating t"e a*ternati5e t"e 'er&n #i** "a5e

're,eren!e a%&ng t"e 5ari& -ran$) a *iking tar$ a 'arti!*ar -ran$

#i** *ea$ t& t"e 'r!"ae &, t"e 'r&$!t t" a 'r&'e!ti5e -(er "ea$

tar$ ,ina* e*e!ti&n.

0&t 0r!"ae Be"a5i&r

On!e t"e 'r&$!t "a -een 'r!"ae$ t"e !&n%er #i** e2'erien!e &%e

*e5e* &, ati,a!ti&n an$ $iati,a!ti&n. I, t"e $eri5e$ ati,a!ti&n i a

'er e2'e!te$ ati,a!ti&n t"en it #i** *ea$ t& -ran$ 're,eren!e an$ -ran$

*&(a*t( *ea$ing t& ,tre 'r!"ae. I, t"e 'r!"ae $&e n&t (ie*$ $eri5e$

ati,a!ti&n t"en t"e !t&%er -e!&%e $iati,ie$ an$ #i** *&e it

're,eren!e.


14


15/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

1.< INDUSTRIAL BACKGROUND OF THE STUDY AND C.I.

TETILE INDUSTRY

THE In$ian Te2ti*e In$tr( "a an &5er#"e*%ing 'reen!e in t"e

e!&n&%i! *i,e &, t"e !&ntr(. A'art ,r&% 'r&5i$ing &ne &, t"e -ai!

ne!eitie &, *i,e) t"e te2ti*e in$tr( a*& '*a( a 'i5&ta* r&*e t"r&g" it

!&ntri-ti&n t& in$tria* &t't) e%'*&(%ent generati&n) an$ t"e e2'&rt

earning &, t"e !&ntr(. Crrent*() it !&ntri-te a-&t 1/ 'er!ent t&

in$tria* 'r&$!ti&n) / 'er!ent t& t"e GD0) an$ 1 'er!ent t& t"e

!&ntr( e2'&rt earning. It 'r&5i$e $ire!t e%'*&(%ent t& &5er %i**i&n 'e&'*e) #"i!" in!*$e a -tantia* n%-er &, SCST) an$

#&%en. T"e Te2ti*e e!t&r i t"e e!&n$ *arget 'r&5i$er &, e%'*&(%ent

a,ter agri!*tre. T") t"e grt" an$ a** r&n$ $e5e*&'%ent &, t"i

in$tr( "a a $ire!t -earing &n t"e i%'r&5e%ent &, t"e e!&n&%( &, t"e

nati&n.

T"e In$ian te2ti*e in$tr( i e2tre%e*( 5arie$) #it" t"e "an$3'n an$

I"an$3#&5en e!t&r at &ne en$ &, t"e 'e!tr%) an$ t"e !a'ita* inteni5e)

&'"iti!ate$ %i** e!t&r at t"e &t"er. T"e $e!entra*i+e$ 'er *&&%

"&ier( an$ knitting e!t&r ,&r% t"e *arget e!ti&n &, t"e Te2ti*e e!t&r

T"e in$tr( "a e5era* 5at e!t&r #it"in it) 5i+) t"e %i** e!t&r) t"e

!*&t"ing &r gar%ent e!t&r) t"e "an$*&&% e!t&r an$ t"e 'er *&&%

e!t&r. Ea!" &, t"ee e!t&r e%'*&( *ak" &, #&rker an$ a*&

!&ntri-te igni,i!ant*( t& t"e nati&na* e!&n&%(. T"e tra$a-*e

!&%%&$itie n$er te2ti*e in!*$e rea$(%a$e gar%ent >!*&t"ing?)

!&tt&n (arn) ,a-ri!) i*k an$ #&&*en 'r&$!t) et!.

GARMENT SECTOR


15


16/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

T"e gar%ent e!t&r) "e5er) "a e%erge$ a t"e %&t g*&-a*ie$ e!t&r

in t"e #&r*$ t&$a(. T"i e!t&r a*&ne e%'*&( a-&t /.%i**i&n #&rker.

A *arge eg%ent &, t"e gar%ent e!t&r !&%'rie &, a 5at $&%eti!

%arket) #"i*e an&t"er igni,i!ant eg%ent !ater t& t"e e2'&rt %arket.

M&t &, t"e nit 'r&$!ing ,&r e2'&rt are in Tir'r) De*"i an$

M%-ai. A!!&r$ing t& t"e %initr( &, !&%%er!e) 'er !ent &, t"e t&ta*

te2ti*e e2'&rt in


17/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

target %arket) -i*$ 'r&$!t $e%an$ t"r&g" retai* 'r&%&ti&n) an$

'r&5i$e !&n%er ,ee$-a!k t& t"e 'r&$!t %arketer. er.

E6OLUTION OF RETAILING

T"e $e5e*&'%ent &, "&''ing %a** !an -e tra!e$ -a!k t& 1) #"en

t"e ,irt De'art%ent t&re #a &'ene$ in 0ari tarting t"e era &, %a

!&n%'ti&n. Ma 0r&$!ti&n an$ !&n%'ti&n rati&na*i+e$ an$

in$tria*i+e$ "&''ing .T"e $e5e*&'%ent &, $e'art%ent t&re %eant

%a7&r tran,&r% in t"e *an$!a'e &, !itie. C&%%er!ia* a!ti5itie %&5e$

,r&% '-*i! treet t& 'ri5ate*( ne$ -i*$ing. De'art%ent t&re!"ange$ t"e !&n!e't &, "&''ing an$ *i-erate$ 'e&'*e t& en7&( it

.Un$ertan$ing t"e !ateg&rie i 5er( i%'&rtant -e!ae !!e,*

trategie an$ ta!ti! 5ar( ,r&% &ne t('e &r retai*er t& t"e ne2t) an$

kning #"at kin$ &, t&re i t& -e rn i t"e ,irt te' in $eigning t"e

%arketing 'r&gra%

RETAILING INDUSTRY IN INDIA

E5en t"&g" In$ia "a #e** &5er J %i**i&n retai* &t*et &, a**

i+e an$ t(*e >&r n&n3t(*e?) t"e !&ntr( &re*( *a!k an(t"ing t"at

!an ree%-*e a retai*ing in$tr( in t"e %&$ern ene &, t"e ter%. T"i

'reent internati&na* retai*ing 'e!ia*it #it" a great &''&rtnit(.

T"e In$ia Retai* Re'&rt


18/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

'er!ei5ing t"at &rgani+e$ retai* #i** "it %&% '&' ,&r%at "ar$) -t

%&$erni+ing retai* #i** generate e%'*&(%ent ,&r 1 %i**i&n 'e&'*e in

$i,,erent a!ti5itie. F&&$ an$ gr&!er( $&%inate$ t"e retai* eg%ent #it"

. 'er !ent "are 5a*e$ at R )&r!e: KSA Te!"n&'ak >I? 05t Lt$) t"e In$ia &'erati&n &, t"e US3

-ae$ Krt Sa*%&n A&!iate?.

t &5er 'er !ent &, In$ia '&'*ati&n i engage$ in retai*ing

>!&%'are$ t&


19/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

In !&ntrat) '*a(er in t"e &rganie$ e!t&r "a5e -ig e2'ene t&

%eet) an$ (et "a5e t& kee' 'ri!e * en&g" t& -e a-*e t& !&%'ete #it"

t"e tra$iti&na* e!t&r. Hig" !&t ,&r t"e &rganie$ e!t&r arie ,r&%:

"ig"er *a-&r !&t) &!ia* e!rit( t& e%'*&(ee) "ig" ;a*it( rea*

etate) %!" -igger 're%ie) !&%,&rt ,a!i*itie !" a air3!&n$iti&ning)

-a!k3' 'er ''*() ta2e et!. Organie$ retai*ing a*& "a t& !&'e

#it" t"e %i$$*e !*a '(!"&*&g( t"at t"e -igger an$ -rig"ter a a*e

&t*et i) t"e %&re e2'eni5e it #i** -e.

In$ia ,irt tre "&''ing %a** !&%'*ete #it" ,&&$ !&rt)

re!reati&n ,a!i*itie an$ *arge !ar 'arking 'a!e #a inagrate$ a

*ate*( a in 1 in M%-ai. >t"i %a** i !a**e$ Cr&r&a$?.L&!a*

!&%'anie an$ *&!a*3,&reign 7&int 5entre are e2'e!te$ t& %&re

a$5antage&*( '&iti&ne$ t"an t"e 're*( ,&reign &ne in t"e ,*e$g*ing

&rganie$ In$ia retai*ing in$tr(.

T"ee $ra#-a!k 'reent &''&rtnit( t& internati&na* an$&r

'r&,ei&na**( %anage$ In$ian !&r'&rati&n t& 'i&neer a %&$ern

retai*ing in$tr( in In$ia an$ -ene,it ,r&% it.

T"e 'r&'e!t are 5er( en!&raging. T"e ,irt te' tar$

&'"iti!ate$ retai*ing are -eing taken) an$ Cr&r&a$ i t"e -et

e2a%'*e &, t"i a#akening. M&re !" %a** "a5e -een '*anne$ in t"e

&t"er -ig !itie &, In$ia.

.1 RESEARCH DESIGN3

Marketing reear!" $eign i t"e 'e!i,i!ati&n &, 'r&!e$re ,&r

!&**e!ting an$ ana*(+ing t"e $ata ne!ear( t& "e*' i$enti,( &r rea!t t& a

'r&-*e% &r &''&rtnit( !" t"at t"e $i,,eren!e -et#een t"e !&t &,


1


20/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

&-taining 5ari& *e5e* &, a!!ra!( an$ t"e e2'e!te$ 5a*e &, t"e

in,&r%ati&n a&!iate$ #it" ea!" *e5e* &, a!!ra!( i %a2i%i+e$.

T"e t('e &, reear!" e$ in t"i 'r&7e!t i a $e!ri'ti5e reear!" $eign.

T"e $e!ri'ti5e t$( i a ,a!t ,in$ing in5etigati&n #it" a$e;ate

inter'retati&n. It i t"e i%'*et ,&r% &, reear!". It ,&!e &n 'arti!*ar

a'e!t &r $i%eni&n &, t"e 'r&-*e% t$ie$. It i & $eigne$ t"at it

gat"er $e!ri'ti5e in,&r%ati&n an$ 'r&5i$e in,&r%ati&n ,&r ,&r%*ating

%&re &'"iti!ate$ t$ie. A $e!ri'ti5e t$( &-7e!ti5e ai% at

i$enti,(ing t"e 5ari& !"ara!teriti! &, a !&%'an( 'r&-*e%


21/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

-? Ct&%er attit$e an$ 'er!e'ti&n tar$ 8i** Li,et(*e t&re.

!? Ct&%er e2'e!tati&n an$ ati,a!ti&n *e5e*.

$? T& &,,er ggeti&n -ae$ &n t"e ,in$ing.


22/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

$ata an$ t"e reear!"er "&*$ ,in$ it ea( t& gat"er a!!rate $ata ing

t"i intr%ent e$ in reear!" are3

PUESTIONNAIRE: ;eti&nnaire i a '&'*ar %ean &, $ata !&**e!ti&n

intr%ent. A ;eti&nnaire e a tr!tre$) tan$ar$i+e$ ,&r%at &, $ata

!&**e!ti&n t& re!&r$ 5er-a* re'&ne t& ;eti&n. 0arti!*ar*( #"en t"e

'&'*ati&n t& -e !&5ere$ i 5er( *arge an$ t"e t$( #i"e t& !&**e!t $ata

a-&t 'e!i,i! a'e!t &, !&n%er a#arene) attit$e) &'ini&n) 'ri&r

an$ 'reent -e"a5i&r) it i re!&%%en$e$ t& $eign a ;eti&nnaire. T"e

e2a!t ,&r%at an$ e;en!e &, t"e ;eti&nnaire #i** great*( $e'en$ &n t"e

t$( &-7e!ti5e an$ t"e %et"&$ &, a$%initrati&n &, t"e ;eti&nnaire.

T('e &, ;eti&n e$ t& ,ra%e t"e ;eti&nnaire:

O'en en$e$ ;eti&n:3 O'en en$e$ ;eti&n *ea5e t"e re'&n$ent

,ree t& &,,er an( re'*ie t"at ee% a''r&'riate in *ig"t &, t"e ;eti&n.

M*ti'*e !"&i!e ;eti&n:3 It 'reent eit"er in t"e ;eti&n 'r&'er &r

i%%e$iate*( ,&**ing t"e ;eti&n) t"e *it &, '&i-*e an#er ,r&%

#"i!" t"e re'&n$ent %t !"&&e.

Di!"&t&%& ;eti&n:3 It re'reent an e2tre%e ,&r% &, t"e %*ti'*e

!"&i!e ;eti&n) a** &n*( t#& re'&ne) !" a 9(e3n&) 9agree3

$iagree) 9%a*e3,e%a*e an$ 9$i$3$i$ n&t.

Str!tre$ Dire!t inter5ie#:

A ,&r%a* ;eti&nnaire !&nit &, tr!tre$ an$ $ire!t ,&r% &,

;eti&n. T"e inter5ie#er i intr!te$ t& ak t"e 'er&n t"&e ;eti&n


22


23/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

&n*( in t"e &r$er gi5en in t"e ;eti&nnaire. T"i %&$e &, $ata !&**e!ti&n

i tr!tre$ an$ $ire!t in natre.

MAILSUR6EY : T"i intr%ent i a ;eti&nnaire -t it i ent -( %ai* an$

re'&ne i a*& &-taine$ -( Mai*) He5er) t"e re'&ne !&*$ -e *.

A'art ,r&% t"i t"ere are a*& &t"er %e!"ani!a* &r e*e!tr&ni!

$e5i!e #"i!" are a*& e$ ,&r getting $ata.

Here Peti&nnaire #a $eigne$ #it" &'en3en$ an$ !*&e3en$ ;eti&n.

T"e ;eti&nnaire #a $eigne$ in !" a %anner & a t& !ater t& a** t"e

area an$ a'e!t t"e t$(.


24/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

it e2tre%e ,*e2i-i*it(. Sr5e( reear!" i t"e (te%ati! gat"ering &,

$ata ,r&% re'&n$ent t"r&g" ;eti&nnaire.

T"e 'r'&e &, r5e( i t& ,a!i*itate n$ertan$ing &r ena-*e

're$i!ti&n &, &%e a'e!t &, -e"a5i&r &, t"e '&'*ati&n -eing

r5e(e$. A ;eti&nnaire i a ,&r%a* *it &, ;eti&n t& -e an#ere$ in

t"e r5e(. In t"e r5e( %et"&$ ,&r !&**e!ting 'ri%ar( $ata t"ree

te!"ni;e !an -e e$. T"ee are :

0er&na* Inter5ie#

Te*e'"&ne Inter5ie#

Mai* Inter5ie#

0ri%ar( $ata #a !&**e!te$ t"r&g" an inter5ie# #it" t"e "e*' &, a

tr!tre$ ;eti&nnaire) #"i!" !&ntaine$ ;erie t"at #ere re*e5ant t&

t"e 'r'&e &, t"e t$( a #e** a 'ertinent4 in$tr( re*ate$ ;eti&n.

t"e 'reent t$( ;eti&nnaire %ake e &, -&t" &'en en$e$ an$ !*&e

en$e$ ;eti&n.

Se!&n$ar( Data

Se!&n$ar( $ata i t"e in,&r%ati&n #"i!" a*rea$( e2it. T"ee are

$ata #"i!" !an -e !&**e!te$ ,r&% interna* an$ e2terna* &r!e a'art ,r&%

t"e in,&r%ati&n !&**e!te$ ,r&% t"e ,ie*$. Se!&n$ar( $ata !an -e !&**e!te$

,r&% t"e ,&**ing &r!e:3

GO6ERNMENT 3 Re!&r$) Genera*) B&&k) Maga+ine et!.

COMMERCIAL 3 Market reear!" !&%'anie) A$$ agen!ie an$ 'ri5ate

$ata !&**e!ti&n agen!ie.


24


25/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

MISCELLANEOUS SOURCES 3 T"ee are &t"er &r!e *ike &*$ 0r&7e!t)

0-*i! arti!*e) Fi*e an$ B&&k.

INTERNAL SOURCES3 C&%'an( re&r!e) Ba*an!e "eet) Cata*&g an$

Br&!"re et!.

3T"e e!&n$ar( $ata ,&r t"i reear!" #a &-taine$ ,r&% te2t-&&k)

-r&!"re an$ internet. 6er( *itt*e reear!" 'e!i,i! $ata #a a5ai*a-*e4

"en!e %!" e%'"ai #a gi5en t& 'ri%ar( $ata.


26/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

Ut%&t !are "a -een taken #"i*e 're'aring t"i re'&rt t& ee t"at it

!an -e !*ear*( n$ert&&$ -( t"e rea$er a #e** a -ene,i!ia* ,&r t"e

!&%'an(.


27/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

Genera**( a%'*ing !an -e &, t#& -r&a$ !ateg&rie t"at are 'r&-a-i*it(

an$ n&n3'r&-a-i*it( a%'*ing.

1.0ROBABILITYSAM0LING :

0r&-a-i*it( a%'*e i !"&en in !" a #a( t"at ea!" %e%-er &,

ni5ere "a5e knn !"an!e &, -eing e*e!te$ ,&r a a%'*e. Fre;ent*(

te!"ni;e are Si%'*e Ran$&% a%'*ing) S(te%ati! a%'*ing) Strati,ie$

Ran$&% Sa%'*ing) C*ter a%'*ing.

SIM0LERANDOMSAM0LING 3 In t"i ea!" %e%-er &, t"e '&'*ati&n "a a

knn an$ e;a* !"an!e &, -eing e*e!te$. F&r e2a%'*e) i, #e "a5e t&

e*e!t


28/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

PUOTA SAM0LING 3 In t"i %et"&$ t"e ni5ere i $i5i$e int& 5ari&

trata an$ t"e a%'*ing nit are !"&en.

CURRENT SAM0LING 0LAN:

SAM0LING 0ROCEDURE: Ran$&% a%'*ing

SAM0LING SIQE: 1 re'&n$ent

GEOGRA0HICAL CO6ERAGE: Banga*&re


29/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

COMPANY PROFILE

.1 ORIGIN OF THE ORGANISATION

ITC #a in!&r'&rate$ &n Agt


30/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

In 1) ITC entere$ t"e 0a'er-&ar$ -ine -( 'r&%&ting ITC

B"a$ra!"a*a% 0a'er-&ar$ Li%ite$) #"i!" t&$a( "a -e!&%e t"e %arket

*ea$er in In$ia. In 1) ITC et ' Sr(a T&-a!!& C&. in Ne'a* a a 7&int

5entre #it" t"e re'te$ S&a*tee gr&'. In Agt TTD?. T& "arne trategi! an$ &'erati&na* (nergie) TTD #a

%erge$ #it" t"e B"a$ra!"a*a% 0a'er-&ar$ Di5ii&n t& ,&r% t"e

0a'er-&ar$ S'e!ia*t( 0a'er Di5ii&n in N&5e%-er)


31/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

ITC entere$ t"e -ran$e$ 'a!kage$ F&&$ -ine in


32/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

ITCS 8ILLS LIFESTYLE

ITC 8i** Li,et(*e i t"e *arget retai* !"ain &, 're%i% a''are* #it"

/ &t*et a!r& t"e !&ntr(. ITC Li%ite$ *an!"e$ 8i** Li,et(*e #it"

te!"ni!a* e2'ertie ,r&% ADIG >A%eri!an Deign Inte**igen!e Gr&'?) a

!&%'an( #it" #&r*$#i$e e2'erien!e in t&re $eigning an$

%er!"an$iing. T"e ,irt 8i** Li,et(*e t&re in '3%arket S&t"

E2teni&n) Ne# De*"i) !&ntine t& -e t"e $eign ,&r%at ,&r a** t"e t&re

t"at "a5e &'ene$ t"erea,ter. An internati&na* a%-ien!e) a!"ie5e$ -( t"e

e2teni5e e &, g*a) tee* an$ granite) 'r&5i$e t"e 'er,e!t -a!k$r&' ,&r

a *eire*() internati&na* an$ t"&r&g"*( ati,(ing "&''ing e2'erien!e.

Ct&%er !an 'i!k a !&%'*ete #ar$r&-e) #it" t"e aitan!e &, ,a"i&n

*iterate ta,,) traine$ t& -e n&-tri5e (et "e*',*. T"e t&re a*&

&,,er a !&n5enien!e n%at!"e$ in t&$a( retai* #&r*$.

. 0RESENT STATUS OF THE ORGANISATION

ITC Li,et(*e Retai*ing Bine Di5ii&n "a eta-*i"e$ a nati&n#i$e

retai*ing 'reen!e t"r&g" it 8i** Li,et(*e !"ain &, e2!*i5e 'e!ia*t(

t&re. 8i** Li,et(*e) t"e ,a"i&n $etinati&n) &,,er a te%'ting !"&i!e &,

8i** C*ai! #&rk #ear) 8i** S'&rt re*a2e$ #ear) 8i** C*-*i,e

e5ening #ear) ,a"i&n a!!e&rie) Een+a Di 8i** an e2!*i5e range

&, ,ine ,ragran!e an$ -at" -&$( !are 'r&$!t ,&r %en an$ #&%en an$

Fia%a Di 8i** a range &, 're%i% "a%'&& an$ "er ge*. 8i**


32


33/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

Li,et(*e "a a*& intr&$!e$ 8i** Signatre) $eigner #ear -( *ea$ing

$eigner &, t"e !&ntr(.

VISION

Stain ITC '&iti&n a &ne &, In$ia %&t 6a*a-*e C&r'&rati&n

t"r&g" #&r*$ !*a 'er,&r%an!e) !reating gring 5a*e ,&r t"e In$ian

e!&n&%( an$ t"e !&%'an( take"&*$er

MISSION

9T& en"an!e t"e #ea*t" generating !a'a-i*it( &, t"e enter'rie in a

g*&-a*i+ing en5ir&n%ent) $e*i5ering 'eri&r an$ taina-*e take"&*$er

5a*e.

THE 8ILLS LIFESTYLE BRAND

8i** Li,et(*e "a -een eta-*i"e$ a a !"ain &, e2!*i5e 'e!ia*t(

t&re 'r&5i$ing t"e In$ian !&n%er a tr*( internati&na* "&''ing

e2'erien!e t"r&g" #&r*$3!*a a%-ien!e) !t&%er ,a!i*itati&n an$

!*ear*( $i,,erentiate$ 'r&$!t 'reentati&n. Or t&re "a5e eta-*i"e$

t"e%e*5e a 're,erre$ "&''ing $etinati&n in t"e 'ri%e "&''ing

$itri!t a!r& t"e !&ntr(. At8i** Li,et(*e) !t&%er !an -re at

*eire) an$ "&' in a re*a2e$ an$ '*eaing at%&'"ere. T"e e &, 'a!e

i re,re"ing) #"i!" i re,*e!te$ e5en in t"e 'a!i& !"anging r&&%.

E5er( t&re &,,er an internati&na* retai*ing a%-ien!e #it" t"e e2teni5e

e &, g*a) tee* an$ granite) re,*e!ting t"e %&t !&nte%'&rar( tren$ in

t&re $eign) t"ere-( !reating a '*en$i$ -a!k$r&' ,&r t"e 're%i%


33


34/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

&,,ering. 8i** Li,et(*e *an!"e t#& %a7&r !&**e!ti&n e5er( (ear 3

S'ringS%%er in ear*( A'ri* an$ Fa**8inter in O!t&-er. Ea!"

!&**e!ti&n !a'tre t"e *atet tren$ an$ t(*e in ,&r%a*) re*a2e$ an$

e5ening #ear. 8i** Li,et(*e #a na%e$ S'er -ran$


35/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

8i** Li,et(*e C*ai!:

T"i ea&n 8i** C*ai!) ne# age ,&r%a* #ear) 'reent a t&r( &,

e*egan!e an$ &'"iti!ati&n.

LIFESTYLE RETAILING

O5er t"e *at t"ree (ear) ITC Li,et(*e Retai*ing Bine Di5ii&n "a

eta-*i"e$ a nati&n#i$e retai*ing 'reen!e t"r&g" it 8i** Li,et(*e

!"ain &, e2!*i5e 'e!ia*t( t&re. Beginning #it" it initia* &,,ering &,

8i** S'&rt 're%i% re*a2e$ #ear ,r&% t"e ,irt t&re at S&t" E2teni&n)

Ne# De*"i in *(


36/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

ITC @8i** Li,et(*e "a -een eta-*i"e$ a a !"ain &, e2!*i5e

'e!ia*t( t&re 'r&5i$ing t"e In$ian !&n%er a tr*( @Internati&na*

S"&''ing E2'erien!e t"r&g" a %eti!*&*( !reate$ #&r*$3!*a

a%-ien!e) !t&%er ,a!i*itati&n an$ !*ear*( $i,,erentiate$ 'r&$!t

'reentati&n. T"ere are !rrent*( / t&re in !itie a!r& t"e *engt"

an$ -rea$t" &, t"e !&ntr( an$ t"ee "a5e eta-*i"e$ t"e%e*5e a

're,erre$ "&''ing $etinati&n in t"e 'ri%e "&''ing $itri!t.

At t"e @8i** Li,et(*e t&re) !t&%er !an -re at *eire) an$ "&'

in a re*a2e$ an$ '*eaing at%&'"ere. T"e e &, 'a!e i re,re"ing in

t"e @8i** Li,et(*e t&re. T"i i re,*e!te$ e5en in t"e 'a!i&

!"anging r&&%. E5er( @8i** Li,et(*e t&re tri5e t& &,,er an

internati&na* retai*ing a%-ien!e #it" t"e e2teni5e e &, g*a) tee* an$

granite) re,*e!ting t"e %&t !&nte%'&rar( tren$ in t&re $eign) t"ere-(

!reating a '*en$i$ -a!k$r&' ,&r t"e 're%i% &,,ering. T"e ai% i t&

'r&5i$e an &ttan$ing an$ re*a2e$ 're%i% -(ing e2'erien!e.

@8i** S'&rt "a !!e,**( %arkete$ ,a"i&na-*e 're%i% re*a2e$

a''are* ,&r %en an$ #&%en ,&r e5en ea&n. @8i** S'&rt "a n

-e!&%e t"e 5i-rant ,a!e &, !&nte%'&rar( ,a"i&n) 'reenting t"e %&t

$e,initi5e L&&k &, t"e ea&n. In S'ringS%%er


37/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

Ha5ing eta-*i"e$ a $itin!ti5e 'reen!e in t"e 're%i% a''are* eg%ent

in a "&rt 'an &, ti%e #it" 8i** S'&rt 're%i% re*a2e$ #ear an$ 8i**

C*ai! Ne# Age ,&r%a*) ITC *an!"e$ 8i** C*-*i,e in Ma(


38/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

T"e @&"n 0*a(er range &, %en a''are* -ear te**ing teti%&n( t&

ITC ignatre attenti&n t& %inte $etai*. It En$ea5&r t& $e*i5er

n-eata-*e 5a*e t& t"e $i!erning !&n%er at !&%'etiti5e 'ri!e

ranging ,r&% R / t& R . It i %arkete$ in a ni;e*( tran'arent

an$ ee3t"r&g" 'a!kaging t"at a** t"e !&n%er t& !*ear*( ee t"e

gar%ent. It t"ere,&re ,a!i*itate !&n%er !"&i!e) #"i*e "!aing an$

"ig"*ig"ting t"e $itin!t an$ in!re%enta* 'r&$!t 5a*e t"at t"e -ran$

-ring.

T"e een!e &, t"e -ran$ an$ it %eage i t"at tre intrini! #&rt" #i**

re*( -e een) a''re!iate$ an$ a$%ire$. It i t"i een!e t"at t"e -ae3

*ine &, t"e -ran$ a$5ertie%ent en!a'*ate: 8"en (&re re) it

".

8it" t"e !reati&n &, an internati&na* !*a @8i** Li,et(*e retai* !"ain)

t"e -i*$ing &, a 'er,* -ran$ '&rt,&*i& in t"e "ig"*( !&%'etiti5e

're%i% %arket in -ran$e$ gar%ent) an$ t"e i%'a!t,* *an!" &, @&"n0*a(er in t"e '&'*ar eg%ent) ITC Li,et(*e Retai*ing i '&ie$ t&

gr an$ -i*$ a $&%inant 'reen!e in t"e !&ntr( ,a"i&n in$tr(.

8ILLS CLUBLIFE

G*a%&r& e5ening#ear t"at !&%'*i%ent (&r g*ittering *i,et(*e

'er,e!t*(. T"i ea&n 8i** C*- *i,e 'reent a t&r( &, %agi!a* a**re.

In in5iting !&*&r &, t"e $ark. S"i%%er an$ "ine !reate a ,a!inating

$eire.

ACCESSORIES


38


39/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

8i** Li,et(*e &,,er t"e !t&%er a !&%'*ete #ar$r&-e &, ,a"i&n

a''are* an$ a!!e&rie. T"i ea&n a #i$er !"&i!e &, a!!e&rie #i** -e

&,,ere$ a!r& tie) !,, *ink) &!k) !a') "an$ -ag) #a**et) -e*t an$

e(e#ear.

8it" t"e intr&$!ti&n &, 're%i% ,&r%a* an$ re*a2e$ 7a!ket in t"e range)

#i** *i,et(*e #i** !&ntine t& &,,er t"e $e,initi5e *&&k &, t"e ea&n.

8ILLS LIFESTLYLE a*& &,,er t"e !t&%er #it" ESSENQA DI

8ILLS) an e2!*i5e range &, ,ine ,ragran!e an$ -at" -&$( !are

'r&$!t ,&r %en an$ #&%en.

ABOUT CLUB 8ILLS

CLUB 8ILLS t"e *i,et(*e 'ri5i*ege 'r&gra%%e &, #i** *i,et(*e take

&r re*ati&n"i' #it" &r 5a*e$ !t&%er -e(&n$ ,ine ,a"i&n t& t"e

rea*% &, ,ine *i5ing.

CLUB 8ILLS &,,er it %e%-er:

Re#ar$ '&int &n e5er( 'r!"ae

%a$e t"at !an -e re$ee%e$ againt

*i,et(*e e2!iting re#ar$ &'ti&n.

0er&na*i+e$ 9SMART CHI0

ena-*e$ !ar$ t"at a** earningan$ re$ee%ing &, '&int.

ECLUSI6E INSTORE 'ri5i*ege FOR A "&''ing e2'erien!e t"at i

re,re"ing*( internati&na*.H&t &, LIFESTYLE 0RI6ILEDGES ,r&%

#i** *i,et(*e an$ it 're%i% 'artner.

./ FUTURE STATUS OF THE ORGANISATION


3


40/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

A t"e !&ntr( %&t a$%ire$ ,a"i&n -ran$. 8i** *i,et(*e *&&k

,&r#ar$ t& an e2!iting t&%&rr &, !"ange. N ITC #i** *i,et(*e

-ine i targeting a


41/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

6ari& tet &n i%'r&5e%ent t& t"e 'r&$!t) 'r&$!t a$$iti&n &r $e*eti&n are

!&n$!te$.

In RD $e'art%ent t"e i%'&rtan!e i gi5en t& ,inet ;a*it( gar%ent. Fr&% t"e

a*e $e'art%ent t"e( get t"e in,&r%ati&n a-&t t"e %arket i.e.) ,ee$-a!k.

A&!iate $& a** %ateria* re;ire%ent. RD $e'art%ent gi5e t"e ;a*it(

'e!i,i!ati&n.

0ERSONNAL DE0ARTMENT:

E5er(-&$( kn t"at an &rganiati&n a!"ie5e it en$ -( a 'r&'er ti*i+ati&n&, t"e %&netar() %ateria* an$ "%an re&r!e at it !&%%an$. 8"i*e an$

"%an re&r!e t"at a** t"e &t"er re&r!e are %&-i*i+e$ an$ ti*i+e$ t& a!"ie5e

&rganiati&na* &-7e!ti5e. T"i "%an re&r!e i t"e %&t i%'&rtant &, t"e

re&r!e) #it"&t it) an &rganiati&n !ann&t a!!&%'*i" it &-7e!ti5e.

T"e n%-er) 5ariet( an$ !&%'*e2it( &, t"e ,n!ti&n &, 'er&nne* %anage%ent

raie a ;eti&n t"at #"& "&*$ $i!"arge t"e ,n!ti&n &, t"e 'er&nne*

$e'art%ent in an in$tria* eta-*i"%ent. T& -egin #it") e5er( %anager an$

e5er( 'er5i&r. T& -egin #it") e5er( %anager an$ e5er( 'er5i&r $i!"arge

&%e &, t"ee ,n!ti&n4 ,&r e2a%'*e) t"e %&ti5ati&n &, e%'*&(ee t& greater

&t't an$ e,,i!ien!(. S&%e %anager an$ 'er5i&r are in5&*5e$ in t"e

e*e!ti&n) a''&int%ent an$ 'r&%&ti&n &, 'er&nne* an$ in $i!i'*ining ,&r%a*

e%'*&(ee. He5er) -( an$ *arge) t"ere i &ne 'er&n #"& $i!"arge t"e %ain,n!ti&n an$ !&3&r$inate !ertain 'er&nne* ,n!ti&n $i!"arge$ -( 5ari&

&t"er %anager an$ 'er5i&r.


41


42/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

ORGANIQATIONALCHART

MANAGINGDIRECTOR

CHIEFEXECUTIVEOFFICER

AREAGENERALMANAGER

AREAMANAGER

ASSISTANTSHIFTMANAGER

SHIFTMANAGER


42


43/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

ANALYSIS & INTERPRATION OF DATA:

Definition of Analysis-

Ana*(i i t"e 'r&!e &, -reaking a !&%'*e2 t&'i!&r -tan!e int&

%a**er 'art t& gain a -etter n$ertan$ing &, it. T"e te!"ni;e "a -een

a''*ie$ in t"e t$( &, %at"e%ati! an$ *&gi! in!e -e,&re Arit&t*e)

t"&g" ana*(i a a ,&r%a* !&n!e't i a re*ati5e*( re!ent $e5e*&'%ent.

It i t"e 'r&!e &, '*a!ing $ata in &r$ere$ ,&r%) !&%-ing t"e% #it"

e2iting in,&r%ati&n an$ e2tra!ting %eaning ,r&% t"e%.

Inter'retati&n i t"e 'r&!e &, $ra#ing4 !&n!*i&n ,r&% t"e gat"ere$

$ata in a t$(.

Analysis methos"&*$ -e e*e!te$ &n t"e -ai &, #"et"er &r n&t t"e(

#i** -e a-*e t& e,,e!ti5e*( an#er t"e e5a*ati&n ;eti&n #it"in ea!"

e5a*ati&n 'r&7e!t. T"ere are a n%-er &, !&ni$erati&n #"en e*e!ting

e5a*ati&n %et"&$. T"e ,irt i t& %ake re t"at t"e %et"&$ #"i!" are

e*e!te$ are a''r&'riate an$ et"i!a* ,&r t"e gr&' in5&*5e$ in t"e%.

A''r&'riate et"i!a* a''r&5a* 'r&!ee nee$ t& -e ,&**e$ #"erere;ire$ an$ e5a*at&r nee$ t& !&n,&r% t& a''r&'riate et"i!a* tan$ar$.

Met"&$ e*e!ti&n in e5a*ati&n a*& nee$ t& -e 5er( ,&!e$ &n 5a*e

,&r %&ne( in ter% &, t"e e*e!ti&n &, %et"&$. T"ere are a**( *i%ite$

e5a*ati&n re&r!e an$ t"e( nee$ t& -e e$ #ie*(. E5a*ati&n %et"&$

"&*$ -e @,it ,&r 'r'&e in t"e ene t"at t"e( 'r&5i$e t"e a%&nt &,


43
http://en.wikipedia.org/wiki/Complexityhttp://en.wikipedia.org/wiki/Mathematicshttp://en.wikipedia.org/wiki/Logichttp://en.wikipedia.org/wiki/Aristotlehttp://en.wikipedia.org/wiki/Complexityhttp://en.wikipedia.org/wiki/Mathematicshttp://en.wikipedia.org/wiki/Logichttp://en.wikipedia.org/wiki/Aristotle


44/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

in,&r%ati&n re;ire$ at a *e5e* &, !ertaint( #"i!" i ,,i!ient ,&r t"e

'r'&e &, t"e e5a*ati&n.

T('e &, ana*(i

In E!onomi!s

Bine ana*(i) in5&*5e i$enti,(ing t"e nee$ an$ $eter%ining

t"e &*ti&n t& -ine 'r&-*e%

Agr& e!&(te% ana*(i

Finan!ia* ana*(i) t"e ana*(i &, t"e a!!&nt an$ t"e e!&n&%i!

'r&'e!t &, a ,ir%

Fn$a%enta* ana*(i) a t&!k 5a*ati&n %et"&$ t"at e ,inan!ia*

ana*(i

Te!"ni!a* ana*(i) t"e t$( &, 'ri!e a!ti&n in e!ritie %arket in

&r$er t& ,&re!at ,tre 'ri!e

0ri!e Ana*(i) in5&*5e t"e -reak$n &, a 'ri!e t& a nit ,igre

Market ana*(i) !&nit &, ''*ier an$ !t&%er) an$ 'ri!e i

$eter%ine$ -( t"e intera!ti&n &, ''*( an$ $e%an$

. InStatiti!

Ana*(i &, 5arian!e>ANO6A?) a !&**e!ti&n &, tatiti!a* %&$e*

an$ t"eir a&!iate$ 'r&!e$re #"i!" !&%'are %ean -( '*itting

t"e &5era** &-er5e$ 5arian!e int& $i,,erent 'art

Meta3ana*(i) !&%-ine t"e re*t &, e5era* t$ie t"at a$$re

a et &, re*ate$ reear!" "('&t"ee

Ti%e3erie ana*(i) %et"&$ t"at atte%'t t& n$ertan$ a

e;en!e &, $ata '&int 'a!e$ a'art at ni,&r% ti%e inter5a*


44
http://en.wikipedia.org/wiki/Business_analysishttp://en.wikipedia.org/wiki/Agroecosystem_analysishttp://en.wikipedia.org/wiki/Financial_analysishttp://en.wikipedia.org/wiki/Fundamental_analysishttp://en.wikipedia.org/wiki/Technical_analysishttp://en.wikipedia.org/wiki/Price_Analysishttp://en.wikipedia.org/wiki/Market_analysishttp://en.wikipedia.org/wiki/Analysis_of_variancehttp://en.wikipedia.org/wiki/Meta-analysishttp://en.wikipedia.org/wiki/Time-series_analysishttp://en.wikipedia.org/wiki/Business_analysishttp://en.wikipedia.org/wiki/Agroecosystem_analysishttp://en.wikipedia.org/wiki/Financial_analysishttp://en.wikipedia.org/wiki/Fundamental_analysishttp://en.wikipedia.org/wiki/Technical_analysishttp://en.wikipedia.org/wiki/Price_Analysishttp://en.wikipedia.org/wiki/Market_analysishttp://en.wikipedia.org/wiki/Analysis_of_variancehttp://en.wikipedia.org/wiki/Meta-analysishttp://en.wikipedia.org/wiki/Time-series_analysis


45/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

Othe" ty#es of analysis-

1. A Na""ati$e Analysis tells a sto"y ing a *&t &, re*e5ant

$e!ri'ti5e $etai*4 a**( &rgani+e$ t& te** t"e t&r( in e;en!e.

T"e t"ei i &,ten i%'*ie$) -t) 're,era-*() %ake &%e 'e!i,i!)

!*ear*( arti!*ate$ '&int a-&t t"e t&r( -eing t&*$.

2. A Des!"i#ti$e Analysis offe"s a etaile es!"i#tion t"r&g"

t"e e &, &-7e!ti5e &r -7e!ti5e *angage t& $e!ri-e &%e &-7e!t

>a 'er&n) '*a!e &r t"ing4 it %a( -e a 9&!ia* &-7e!t !" a

$i!ri%inati&n?) in t"e 'r&!e) gi5e t"e rea$er &%e $&%inant

i%'rei&n >t"e t"ei? &, t"e t"ing -eing $e!ri-e$.

3. A So!io-%isto"i!al Analysis eamines histo"i!al e$ents 'tili(in)

so!ial !on!e#ts* 8"i*e a "it&ri!a* ana*(i i %ere*( a $e!ri'ti&n

&, 'e&'*e e5ent ,r&% t"e 'at) a &!i&3"it&ri!a* ana*(i

e2a%ine "it&r( ing &!ia* !&n!e't >ee S&!ia* T"e&r(-e*?

!" a t"e in$tria* re5&*ti&n) r-ani+ati&n) $e%&!rati+ati&n)et!.

4. A Com#a"ati$e Analysis e#lains ho+ somethin) is li,e or

'nli,e somethin) else* T"e ite% !&%'are$ nee$ t& "a5e a asis

of !om#a"ison33t"at i) t"e( nee$ t& -e en&g" a*ike t& #arrant a

!&%'ari&n.

5. A S.OT Analysis a"esses the st"en)ths/ +ea,nesses/

o##o"t'nities/ & th"eats to the to#i!* T"i !&%'re"eni5e t('e

&, ana*(i a$$ree a t&'i! # t"e ai% &, taking a!ti&n in re*ati&n

t& t"e t&'i!. I, an ana*(i $e%&ntrate 'arti!*ar trengt"


45
http://people.uvawise.edu/pww8y/Resources/Methods/TypesAnalysis/00TypesAnalysis.html#Social%20theoryhttp://people.uvawise.edu/pww8y/Resources/Methods/TypesAnalysis/00TypesAnalysis.html#Social%20theory


46/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

#eakne) t"en 'arti!*ar &''&rtnitie t"reat >a!ti&n? are

i%'*ie$.

6. A 0Ca'se & Effe!t0 Analysis emonst"ates ho+ the o!!'""en!e

of one e$ent !o""elates +1 a #a"ti!'la" o't!ome* 8"i*e t"ere are

%an( t('e &, !ae e,,e!t re*ati&n"i') ,&r %&t aign%ent in

t"e &!ia* !ien!e) t"e ,&! "&*$ -e &n &!ia* !ae an$ &!ia*

e,,e!t. It i a*& rea&na-*e t& e2a%ine " n&n3&!ia* >e.g.

'"(i!a*) -i&*&gi!a*) '(!"&*&gi!a*) et!.? !ae a*& "a5e &!ia*

e,,e!t.

2* A So!iolo)i!al Analysis 'tili(es one of the ty#es of analysis

es!"ie he"e +hile 'tili(in) so!ial !on!e#ts/ #"o!esses/

theo"ies & one o" mo"e so!iolo)i!al #a"ai)ms*

8. A Statisti!al Analysis +ill )ene"ally e 'se to emonst"ate a

0!a'se & effe!t0 "elationshi# 3i*e* a !o""elation4 o" a

Com#a"ison* Statiti!a* Ana*(i "&*$ a*#a( a%e t"at t"e

rea$er $&e n&t n$ertan$ tatiti!. T") Statiti!a* Ana*(i

"&*$ a*#a( -e a!!&%'anie$ -( t"e a''r&'riate t('e &, ana*(i)

!" a a C&%'arati5e Ana*(i &r a Cae E,,e!t Ana*(i.

9. Do!'ment analysis ana*(i &, $&!%ent in &r$er t& e2tra!t

t"e%e in regar$ t& t"e t&'i! -eing e5a*ate$. T"i !an in!*$e a**

t('e &, $&!%ent !" a ,&r%a* re'&rt) %inte &, %eeting)

%e%& an$ 'rint %e$ia re'&rt &r e*e!tr&ni! %e$ia tran!ri't. T"e

ana*(i !an range ,r&% a e2tra!ti&n &, genera* t"e%e t& a tig"t)

'e!i,i! an$ $etai*e$ ana*(i. It %a( e eit"er ;antitati5e

ana*(i >e.g. !&nting t"e n%-er &, ti%e t"at a t"e%e &!!r?


46


47/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

an$&r ;a*itati5e ana*(i >e.g. i$enti,(ing t"e %a7&r t"e%e?. In

eit"er !ae it i i%'&rtant t& $&!%ent t"e !riteria #"i!" are e$

t& %ake $e!ii&n a-&t rating an$ ana*(ing %ateria*.

10. O't!omes lo)i! moel "a+in) $ra#ing &t!&%e

%&$e* &, an( t('e t"at are t"en e$ t& !*ari,( t"inking a-&t a** &,

t"e te' #"i!" are nee$e$ in &r$er t& a!"ie5e "ig"er3*e5e* &t!&%e.

T"ee %&$e* are knn -( $i,,erent na%e in!*$ing: *&gi! %&$e*)

'r&gra% *&gi!) inter5enti&n *&gi!) trateg( %a') %ean3en$

$iagra%) re*t !"ain et!.

Analysis te!hni5'e 'se3 Ana*(i te!"ni;e ,&**e$ in

t"i 'r&7e!t i tatiti!a* ana*(i. Here tatiti!a* t&&* *ike

'er!entage) a5erage "a5e -een e$ an$ t"e !&**e!te$ $ata "a

-een ana*(+e$ -( ing $iagra%) gra'" an$ !"art.

Ty#es of !ha"ts 'se3 In t"e ana*(i 'r&!e 5ari& t('e&, !"art *ike !&*%n !"art) -ar !"art) !&ne !"art) 'ie !"art) *ine

!"art) $&g"nt !"art an$ area !"art "a5e -een e$.

O$e"all #e"!enta)e of sam#le si(e3 Be!ae &, *a!k &, ti%ean$ re&r!e t"e area !&5ere$ ,&r taking a%'*e i *i%ite$ t&

9k&r&%anga*a. S& / &, t&ta* '&'*ati&n "a -een taken int&

!&ni$erati&n.

The a)e&, t"e re'&n$ent gr&' 5ar( -et#een


48/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

Tabulation of data3T"e 'r&!e &, ta-*ati&n in5&*5e!&%-ining an$ t&ta*ing &, t"e !&**e!te$ $ata. It i &ne &, t"e $ata

in rea$i*( !&%'re"eni5e ,&r% an$ atte%'t t& ,rni" t"e

%a2i%% in,&r%ati&n !&ntaine$ in t"e $ata in t"e %ini%%

'&i-*e 'a!e) #it"&t a!ri,i!ing t"e ;a*it( an$ e,*ne &,

t"e $ata. S& ta-*ati&n %ean t"e (te%ati! 'reentati&n &, t"e

in,&r%ati&n !&ntaine$ in t"e $ata) in r an$ !&*%n in

a!!&r$an!e #it" &%e a*ient ,eatre in !"ara!teriti!.

A,ter ta-*ati&n t"e $ata %t -e ana*(+e$. Reear!"er &,ten e

tatiti!a* inter'retati&n) #"i!" !&n!entrate &r #"at i a5erage &r #"at

$e5iate ,r&% t"e a5erage. Statiti!a* inter'retati&n " " #i$e*(

re'&ne 5ar() " t"e( are $itri-te$ in re*ati&n t& t"e 5aria-*e -eing

%eare$. T"e ana*(e an$ inter'retati&n &, $ata %a( *ea$ t"e reear!"er

t& a!!e't &r re7e!t t"e "('&t"ei -eing e*e!te$.


48


49/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

TABLE 4.1 SHOWING THE AGE OF THE RESPONDENTS

A6E NO*OF

RESPONDENTS

PERCENTA6E

Be*


50/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

"HART 4.1 SHOWING THE AGE OF THE RESPONDENTS

AGE

25

40

2015

0

10

20

30

40

50

Below 20 years 20-30 years 30-40 years 40 and Above

AGE

INFERENCE3

It i in,erre$ t"at t"e re'&n$ent are n&t e5en*( $itri-te$ &n t"e -ai

&, age an$ a "ig" 'er!entage &, t"e re'&n$ent are in t"e


51/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

TABLE 4.# SHOWING THE GENDER OF THE RESPONDENTS

6ENDER NO*OF

RESPONDENTS

PERCENTA6E

Ma*e /< /


52/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

"HART 4.# SHOWING THE GENDER OF THE RESPONDENTS

GENDER

42%

58%

Male

Female

INFEREN"E!

It i in,erre$ t"at t"e r5e( gr&' #a n&t $itri-te$ e5en*( &n t"e -ae

&, gen$er an$ t"ere #ere %&re ,e%a*e a !&%'are$ t& %a*e.


52


53/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

TABLE 4.$ SHOWING THE O""%PATION OF THE

RESPONDENTS

OCCPATION NO*OF

RESPONDENTS

PERCENTA6E

St$ent

0r&,ei&na* 1 1

Bine%en


54/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

"HART 4.$ SHOWING THE O""%PATION OF THE

RESPONDENTS

OCCUPATION

35

15

22

28

0 5 10 15 20 25 30 35 40

Student

Proess!onals

Bus!nessmen

"t#ers

INFEREN"E!


&, &!!'ati&n an$ a "ig" 'er!entage &, t"e re'&n$ent are t$ent.


54


55/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

TABLE 4.4 SHOWING THE &ONTHL FA&IL IN"O&E OF

THE RESPONDENTS

MONT%LY

FAMILY INCOME

NO*OF

RESPONDENTS

PERCENTA6E

Be*


56/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

"HART 4.4 SHOWING THE &ONTHL FA&IL IN"O&E OF

THE RESPONDENTS

10

42

30

18

0

10

20

30

40

50

$""F &'SP"$('$)S

MONTHLY FAMILY INCOME

Below 25000

25000-5000050000-*5000

*5000 and Above

INFEREN"E!


&, %&nt"*( ,a%i*( in!&%e an$ a "ig" 'er!entage &, t"e re'&n$ent "a5e

a ,a%i*( in!&%e -et#een


57/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

TABLE 4.' SHOWING THE PREFEREN"E OF SHOPPING B

THE RESPONDENTS

FACTORS NO*OF

RESPONDENTS

PERCENTA6E

Retai* t&re

E2!*i5e "r&&%


58/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

PREFERENCE OF SHOPPING

8%

24%

40%

12%

1+% &eta!l stores

',lus!ve s#owroom

Malls

',#!b!t!ons

(!sount stores

INFEREN"E!

T" it !an -e in,erre$ t"at %a7&rit( &, t"e re'&n$ent 're,er 'r!"aing

,r&% 5arie$ t&re an$ 5er( ,e# &, t"e% are *&(a* t& t"e 'e!i,i! "&'.

TABLE 4.( SHOWING THE B%ING BEHA)IO%R OF THE

RESPONDENTS


58


59/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

FACTORS NO*OF

RESPONDENTS

PERCENTA6E

Nee$ 1 1

On i%'*e / /

Dring ,eti5a* 1 1

M&nt" en$

S'e!ia* &!!ai&n


60/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

0 5 10 15 20 25 30 35 40

$eed

"n !m.ulse

(ur!n/ est!vals

Mont# end

S.e!al oas!on

BUYING BEHAVIOUR

INFEREN"E!

T" it !an -e in,erre$ t"at %a7&rit( &, t"e re'&n$ent are n&t ti%e -&n$

in t"eir 'r!"ae an$ are i%'*i5e -(er.

TABLE 4.+ SHOWING THE RESPONDENTS "O&PAN WHILE

SHOPPING


6!


61/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

FACTORS NO*OF

RESPONDENTS

PERCENTA6E

A*&ne


62/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

20

45

128

15

0

5

10

15

20

25

30

35

40

45

Alone Fr!ends Parents S.ouse "t#ers

CHART 7. ACCOMPANIED BY

INFEREN"E!

Hen!e it !an -e in,erre$ t"at a "ig" 'er!entage &, t"e re'&n$ent 're,er

t& "&' #it" t"eir ,rien$ a 8i** Li,et(*e -eing a t&re ,&r tren$(

'r&$!t en!&rage i%'*i5e -(ing.

TABLE 4., SHOWING THE P%R"HASE OPINION GI)EN TO THE

RESPONDENTS


62


63/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

ANALSIS

T"e 'e&'*e #"& a!!&%'an( t"e !t&%er are "ig"*( in,*entia* &n

"i"er "&''ing -e"a5i&r.

T"e a-&5e ta-*e ana*(i t"e 'r!"ae &'ini&n gi5en -( $i,,erent 'e&'*e

t& t"e re'&n$ent a!!&nting t& ,rien$ -eing t"e %a7&rit( "ing/)


64/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

PURCHASE OPINION

"wn

12%

Fr!ends

45%

Parents

24%

S.ouse

12%

"t#ers

*%

INFEREN"E!

T" it !an -e in,erre$ t"at ,rien$ are t"e %&t in,*en!ing gr&' &, a**

t"e gr&' &, 'e&'*e in$i!ating t"i a t"e target %arket.

TABLE 4.- SHOWING THE "%STO&ERS EPE"TATIONS

WHILE SHOPPING


64


65/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

FACTORS NO*OF

RESPONDENTS

PERCENTA6E

Pa*it( <


66/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

32

20

25

15

8

0

5

10

15

20

25

30

35

$""F &'SP"$('$)S

CUSTOMERS EXPECTATIONS

ual!tyPr!e

ar!ety

Brand

',#an/e a!l!ty

INFEREN"E!

T" it !an -e in,erre$ t"at t"e re'&n$ent e2'e!t "ig" *e5e* &, ;a*it(

#"i*e 'r!"aing a 'r&$!t an$ "en!e t& ati,( t"e% )t"e !&%'an(

"&*$ %aintain "ig" ;a*it( tan$ar$

TABLE 4.1/ SHOWING THE FRE0%EN" OF )ISITS B THE

RESPONDENTS


66


67/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

FACTORS NO*OF

RESPONDENTS

PERCENTA6E

8eek*( &n!e 1 1

On!e in 1 $a( /1 /1

M&nt"*( <


68/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

10

41

32

1*

0

10

20

30

40

50

eely

one

"ne !n 15

days

Mont#ly (ur!n/

s.e!al

events

FREQUENCY OF VISIT

INFEREN"E!

T" it !an -e in,erre$ t"at %&t &, t"e re'&n$ent 5iit 8i** *i,et(*e

&n a ,re;ent -ai &, 1 $a( "en!e re;iring 'eri&$*( '$ati&n &, t"e

t&!k.

TABLE 4.11 SHOWING THE "O&PARISON B THE

RESPONDENTS TOWARDS THE BRANDS A""ORDING TO

THEIR APPEAL

FACTORS NO*OF PERCENTA6E


68


69/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

RESPONDENTS

Unite$ !&*&r &,

Benett&n

// //

0r&5&ge

A**en &**( 1 1

Ot"er

TOTAL 788 7889

ANALSIS

In t&$a( %arket t"e !t&%er i t"e king. He "a %an( &'ti&n ,&r

%aking "i 'r!"ae $e!ii&n. T"e a-&5e ta-*e ana*(i t"e $ata

regar$ing t"e re'&n$ent 're,eren!e in 'r!"aing 'r&$!t ,r&% &t"er

-ran$ i, n&t 8i** Li,et(*e.

// &, t"e re'&n$ent 're,er t& -( ,r&% Unite$ !&*&r &, Benett&n) ,r&% &t"er) 1 ,r&% A**en &**( an$ &, t"e re'&n$ent 're,er

t& -( ,r&% 'r&5&ge.

"HART 4.11 SHOWING THE "O&PARISON B THE

RESPONDENTS TOWARDS THE BRANDS A""ORDING TO

THEIR APPEAL


6


70/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

0

5

10

15

20

25

30

35

40

45

50

un!ted .rovo/ue allen solly ot#ers

Ser!es1

INFEREN"E!

T" it !an -e in,erre$ t"at a 5er( "ig" 'er!entage &, t"e re'&n$ent

're,er t& -( ,r&% nite$ !&*&r &, Benett&n t& an( &t"er -ran$.

TABLE 4.1# SHOWING THE SO%R"ES OF AWARENESS


7!


71/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

FACTORS NO*OF

RESPONDENTS

PERCENTA6E

A$5ertie%ent


72/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

2

51

4A d v e r t !

F r !e n d s

F a m ! l y

" t # e r s

INFEREN"E!

It !an -e in,erre$ t"at ,rien$ #ere t"e %&t i%'&rtant &r!e &, !reating

a#arene. Re!&%%en$ati&n ,r&% &t"er a*& '*a(e$ an i%'&rtant r&*e

in !reating a#arene a%&ng t"e re'&n$ent


72


73/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

TABLE '.1$.1 SHOWING THE "%STO&ERS PER"EPTION

TOWARDS PRI"E

FACTORS NO*OF

RESPONDENTS

PERCENTA6E

Sati,ie$ 1< 1


74/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

C U S T O M E R S P ER C E P T IO N T O W AR

1 2

2

5 +

30

00

1 0

2 0

3 0

4 0

5 0

+ 0

S at !s !e d !/ # ly

sat !s !ed

$ eu tra l ( !s s a t !s !e d !/ # ly

d !ssa t ! s ! ed

INFEREN"E!

T" it !an -e in,erre$ t"at %a7&rit( &, t"e re'&n$ent "a5e netra* 5ie#

a-&t t"e 'ri!e range -t t"ere i *arge 'er!entage &, re'&n$ent #"& are

n&t ati,ie$ #it" t"e 'ri!e range &,,ere$ -( 8i** Li,et(*e.


74


75/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

TABLE '.1$.# SHOWING THE "%STO&ERS PER"EPTION

TOWARDS THE LO"ATION

FACTORS NO*OF

RESPONDENTS

PERCENTA6E

Sati,ie$

Hig"*( ati,ie$ / /

Netra*


76/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

0 5 10 15 20 25 30 35 40

Sat!s !ed

!/#ly s at!s !ed

$eutral

(!ssat!s !ed

!/#ly d!ss at!s !ed

C U S T O M E R S P ER C E P TIO N T O W AR

L O C A T I O N

INFEREN"E!

T" it !an -e in,erre$ t"at %a7&rit( &, t"e re'&n$ent are ati,ie$ #it"

t"e *&!ati&n -t t"ere i a 5er( %a** 'er!entage &, re'&n$ent #"& are

$iati,ie$ regar$ing t"e *&!ati&n &, t"e t&re.


76


77/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

TABLE '.1$.$ SHOWING THE "%STO&ERS PER"EPTION

TOWARDS THE A&BIEN"E

FACTORS NO*OF

RESPONDENTS

PERCENTA6E

Sati,ie$ J J

Hig"*( ati,ie$ 1 1

Netra* 1 1

Diati,ie$ <


78/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

0 10 20 30 40 50 +0

Sat!s!ed

!/#ly sat!s!ed

$eutral

(!ssat!s!ed

!/#ly d!ssat!s!ed

C U S T O M E R S P E R C E P T IO N T OW A R D S

AMBIENCE

INFEREN"E!


t"e 'reent interi&r.

TABLE '.1$.4 SHOWING THE "%STO&ERS PER"EPTION

TOWARDS THE 0%ALIT


78


79/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

FACTORS NO*OF

RESPONDENTS

PERCENTA6E

Sati,ie$

Hig"*( ati,ie$ 1 1

Netra* / /

Diati,ie$ J J

Hig"*( $iati,ie$

TOTAL 788 7889

ANALSIS!

Hig" ;a*it( *e5e* "&*$ -e %aintaine$ in &r$er t& "a5e ati,ie$

!t&%er.

T"e a-&5e ta-*e ana*(i t"e 'er!e'ti&n &, t"e re'&n$ent regar$ing t"e

;a*it( &, t"e 'r&$!t a5ai*a-*e at 8i** Li,et(*e.

&, t"e re'&n$ent are ati,ie$ #it" t"e ;a*it( &, 'r&$!t a5ai*a-*e

at 8i** Li,et(*e -t J &, t"e re'&n$ent are n&t ati,ie$ #it" t"e

a%e.1 are "ig"*( ati,ie$ an$ Netra* a!!&nt t&


80/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

50

10

34

+

0

0 10 20 30 40 50

Sat !s !ed

!/#ly sat !s !ed

$eutral

(!ssat !s !ed

!/#ly d !ss at !s!ed

C U S T O M E R S P E R C E P T IO N T O W A R D S

INFEREN"E!

T" it !an -e in,erre$ t"at a 5er( "ig" 'er!entage &, t"e re'&n$ent are

ati,ie$ #it" t"e ;a*it( &, t"e 'r&$!t.

TABLE '.1$.' SHOWING THE "%STO&ERS PER"EPTION

TOWARDS THE PROD%"T RANGE


8!


81/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

FACTORS NO*OF

RESPONDENTS

PERCENTA6E

Sati,ie$

Hig"*( ati,ie$ / /

Netra* 1 1

Diati,ie$

Hig"*( $iati,ie$

TOTAL 788 7889

ANALSIS!

A !t&%er -e!&%e a *&(a* !t&%er &n*( i, "e i ati,ie$ #it" t"e

range &, 'r&$!t a5ai*a-*e in t"e t&re. T"e a-&5e ta-*e ana*(i t"e

&'ini&n &, t"e re'&n$ent a-&t t"e 'r&$!t range &, 8i** Li,et(*e

t&re.

&, t"e re'&n$ent are ati,ie$ #it" t"e 'reent 'r&$!t range -t

&, t"e re'&n$ent are n&t ati,ie$ #it" t"e a%e. 1 &, t"e

re'&n$ent ,a** n$er t"e netra* !ateg&r(. / &, t"e re'&n$ent are

"ig"*( ati,ie$ #it" t"e !rrent 'r&$!t range.

"HART '.1$.' SHOWING THE "%STO&ERS PER"EPTION

TOWARDS THE PROD%"T RANGE


81


82/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

3*

4

51

8

0

0

10

20

30

40

50

+0

1

C U S T O M E R S P E R C E P T ION TO W AR D S R

O F P R O D U C T S

Sat!s!ed

!/#ly sat!s!ed

$eutral

(!ssat!s!ed

!/#ly d!ssat!s!

INFEREN"E!

T" it !an -e in,erre$ t"at %a7&rit( &, t"e re'&n$ent "a5e netra* 5ie#

a-&t t"e 'r&$!t range -t t"ere i *arge 'er!entage &, re'&n$ent #"&

are ati,ie$ #it" t"e !rrent 'r&$!t range &,,ere$ -( 8i** Li,et(*e.

TABLE '.1$.( SHOWING THE "%STO&ERS PER"EPTION

TOWARDS THE "%STO&ER SER)I"E


82


83/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

ANALSIS!

Ct&%er er5i!e "&*$ -e t"e %&t i%'&rtant &-7e!ti5e &, an( !&n!ern

in &r$er t& "a5e ati,ie$ !t&%er.

T"e a-&5e ta-*e ana*(i t"e &'ini&n &, t"e re'&n$ent regar$ing t"e

!t&%er er5i!e at 8i** Li,et(*e t&re.

/ &, t"e re'&n$ent are ati,ie$ #it" t"e 'reent er5i!e -t


84/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

48

1*

33

2 0

0

10

20

30

40

50

C U S T O M E R S P E R C E P T IO N T O W

C U S T O M E R S E R V IC E

Sat!s!ed

!/#ly sat!s!ed

$eutral

(!ssat!s!ed

!/#ly d!ssat!s!

INFEREN"E!


t"e !t&%er er5i!e at 8i** Li,et(*e an$ 5er( %a** 'er!entage &,

re'&n$ent #"& are $iati,ie$ #it" t"e !rrent er5i!e &,,ere$ at 8i**

Li,et(*e.

TABLE '.1$.+ SHOWING THE "%STO&ERS PER"EPTION

TOWARDS THE DIS"O%NTS AND OFFERS


84


85/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

FACTORS NO*OF

RESPONDENTS

PERCENTA6E

Sati,ie$

Hig"*( ati,ie$

Netra* <


86/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

C U S TO ME R S P E R C E PT ION TOW AR D

D IS C O U N T S A N D O F F E R S

8% 0%

52%

30%

10%Sat!s!ed

!/#ly s at!s !ed

$eutral

(!ssat!s!ed

!/#ly d!ssat!s!

INFEREN"E!

It !an -e in,erre$ t"at %a7&rit( &, t"e re'&n$ent #ere $iati,ie$ #it"

t"e 5ari& $i!&nt an$ &,,er &,,ere$ -( 8i** Li,et(*e.

TABLE '.14 SHOWING THE "%STO&ERS PER"EPTION

TOWARDS WILLS LIFESTLE SHOWROO&


86


87/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

FACTORS NO*OF

RESPONDENTS

PERCENTA6E

E2!e**ent

G&&$ J< J


88/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

INFEREN"E!

T" it !an -e in,erre$ t"at a 5er( "ig" 'er!entage &, t"e re'&n$ent are

"a''( #it" t"e #i** *i,et(*e t&re in regar$ t& 'r&$!t)5ariet() ;a*it(

et!.

TABLE '.1' SHOWING THE "%STO&ERS PER"EPTION

TOWARDS THE DISPLA


88

30

+2

8

0

10

20

30

40

50

+0

*0

' , - ellent ood Fa!r

C U S TO ME R S P E R C EP T IO N T OW AR D

L I F E S T Y L E


89/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

FACTORS NO.OF

RES0ONDENTS

0ERCENTAGE

YES J1 J1

NO <


90/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

AT T RACT IO N T O W ARD S T HE D IS

+1 %

32 %

*%

6es

$o

-an7t sa

INFEREN"E!

T" it !an -e in,erre$ t"at a 5er( "ig" 'er!entage &, t"e re'&n$ent

,&n$ t"e $i'*a( a''ea*ing.

TABLE '.1( SHOWING THE S%GGESTIONS OF "%STO&ERS TO

I&PRO)E THE &ARET SHARE OF THE "O&PAN

FACTORS NO.OF 0ERCENTAGE


!


91/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

RES0ONDENTS

Create %&re

a#arene

1 1

i%'r&5e ;a*it(

*e 'ri!ing /< /


92/96

CONSUMER BEHAVIOUR

WILLS LIFESTYLE

s u g g e s t ! " t ! # $ %! & e t ' e

1 38

4 2

1 +

0

2 0

0

5

1 0

1 5

2 0

2 5

3 0

3 5

4 0

4 5

-r e a te mo r e

a wa r e n e ss

!m.rove 9ua l ! tyl es s . r !- ! n/

34839990 consumer behaviour towards readymade garments with reference to itc

Documents