Address- k-lounge

Fraser road

Patna.

Footfalls- 40

Respondents-30

Date :- 14.04.2012

Timing:- 12 pm - 7pm

Sampling method used :- Judgmental sampling

Our research team has designed and conducted the Survey

6.67%

46.67%33.33%

10%3.33%

% of respondent belonging to different age basket

Less than 18 year

19-24 year

25-30 year

31-36 year

morethan 36 year

Most of respondent were male

70%

30%

Sex of respondent

Male

Female

Income of most of respondent was

between Rs 10,000-20,000

13.33%

33.33%36.67%

13.37%

3.30%

Monthly disposable income of respondent

Less than Rs 10,000

Rs 10,000-Rs20,000

Rs 20,000-Rs30,000

Rs30,000-Rs 40,000

more than Rs 40,000

13.33%

23.37%

50%

13%

Source of information about store

Newspaper & Magazine

Advertisement

Friends and relatives

Others

Following conclusions can be inferred from the data :-

1. Less no. of Advertisement through Newspaper /Magazine (As for apparel retail industry generally

advertisement or promotion placed in newspaper /magazine bring more catch attention of consumer

other than means of communication)

2. As word of mouth has emerged as main source of information ;so promotion must be designed and

presented at the store in such a way that it can attract eyes of customer .

3. Fine tuned Customer relationship program can help store to increase no. foot-falls

Purchasing fashion product is function of offering of brand and competitors in terms of (Price , assortment , quality , Brand image , satisfaction ). As we inferred from earlier data that word of mouth informed relatively higher than any other media but this data indicates that print media influences most the purchasing behavior (approx 50%) . So store /brand must consider using print media for highlighting its product range and

other competitive advantage rather than just informing about store/brand

20.33%

26.67%

3.33%

23.33%

23.00%

3.33%

Media influence on purchasing of fashion product

TV

Newspaper

Radio

Hoarding

Magazine

Word of mouth

60%

33.33%

6.67%

Does store provide value for money

Yes

no

Undecided

20%

26.67%

20%

10%

7%

16.67%

Store can improve upon

Design

Variety offered

Fit

Price

Quality

quality Salesman

• 27% respondent felt that store must include more variety in its product offering .

• While other 20 % respondent express the need of product with better fit when asked for improvement they want to see in the store

6.67%

26.67%

3%

33.33%

13.33%

0

Source of information about promotions of store and brand

TV

Newspaper

Radio

Hoarding

Magazine

Word of mouth

3.33%

20%

26.67%

43.37%

6.63%

Store Environment

Very Bad

Bad

Neither good nor Bad

good

Very good

It is very positive sign for store as 50% respondent have confirmed a good ambience of store .

But we want to highlight 2 important aspects of store ambience which can further enhance the customer satisfaction and hence can lead to growth in sale

1. Music is important aspects of providing total customer satisfaction as it helps to get all the sense of consumer indulge in store`s environment . When we discussed this aspect at the store typical Bollywood movie`s song was played which is substandard and can`t help to create aura in the store.

2. Merchandise are being kept from the very opening point of store which decrease the transition time of customer coming inside store and also subdue the effect of Window Display.

60%

40%

Is the store easily accessible

Yes

No

This data confirms that store location which is supposed to be important aspect of retailing is good and easily accessible .

20%

36.67%

33.33%

10%

Fit/Sizing as a deciding factor of Purchasing Fashion product

Very Important

Important

Neither Important nor insignificant

Insignificant

It is quite clear that customers of target age group 19-35 spend more than Rs 2000 / month for apparel and data given in slide shows increasing brand consciousness at the same time .So underlying opportunity can be reaped by creating strong brand image

Points highlighted in above slide get reinforced with finding of this data that target customer age group is ready to spend somewhere around Rs 1000- Rs5000 and as it being highlighted in slide no. that customer wants quality from K-lounge so Quality can be further improved and accordingly it can be charged as customer is willing to pay. This will increase turnover and so the profitability factor of store / Company

Most of the respondent were satisfied by the product offered to them across all the age basket

Most of the respondent were satisfied by the total customer service offered to them across all the age basket

No. in rectangle box represent no. of respondent for particular option in given age basket . E.gIn age basket of 19-24 2 respodent were very satisfied , 8 were satified and 4 were neither satisfied nor dissatisfied

Store environment is being liked by customer of all age group except customers belonging to age group of less than 18 year . But this is insignificant as this age basket consist 7% of customers

No. in rectangular box represent no. of respondent for particular option in given age basket . E.gIn age basket of 19-24 1 respondent rated store environment very bad , 2 rated it very good , 5 rated it good …

Tendency to buy from EBOs and Department store is very high in target age group 19-30 year . As all the brands of K-lounge don`t have high awareness and brand essence so it is suggested to have extensive brand portfolio analysis .At first look we can safely assume following two hypothesis 1. Killer and Lawman should be make available through EBOs2. Rest other brands should be clubbed together with singe name (That can be K-

lounge ) and that Single Brand should be developed as strong Brand ..

No. in rectangle box represent no. of respondent for particular option in given age basket . E.g In age basket of 19-24 year 12 respondent

preferred to shop from EBOs.

No. in rectangular box represent no. of respondent for particular option in given age basket . E.g In age basket 19-24 3 respondent said that they visit store once in three month , 1 responded that he visits once in three month and 8 respondent visits during festivals

Its quite interesting as it overruled our hypothesis after 1st market survey on the occasion of store opening that consumer of age basket 19-24 year prefers to buy any-

day/anytime they feel convenient as this time it is changed choice that is during festivals ..which must be further observed

No. in rectangle box represent no. of respondent for particular option in given age basket . E.g In age basket 19-24 4 repondentlooks for quality , 3 looks for design , 3 looks for variety while purchasing from K-lounge.

Features customers look for in K-lounge product while buying

It is noteworthy that consumer of age group 19-30 years looks for quality from K-lounge products while buying .So in 1st insight it emerges as a USP for the store , but it must be verified through repeated consumer survey

No. in rectangle box represent no. of respondent for particular option in given age basket . E.g 9 male respondent found store environment good and 2 men found it very good..

52 % of male respondent found store environment good while only 44% female respondent have same view . Absence of sales-women can be potential reason for such view point .

No. in rectangular box represent no. of respondent for particular option in given age basket . E.g12 male respondent preferred to shop from EBOs and 5 men preferred to shop from Department store..

Now a days every one prefer multi-channel purchasing but still 57% male and 66% female respondent preferred to purchase from EBOs

No. in rectangle box represent no. of respondent for particular option in given age basket . E.g 8 male respondent visits the store during festivals and 2 of them visits stores during EOSS

38% male respondent visits apparel store during festivals while its quite higher in case of female that is 44.4%

No. in rectangular box represent no. of respondent for particular option in given age basket . E.g 10 male respondent got information about store from their friends and relatives while 4 got it from

This piece of information again consistent with earlier one as source of information about store is primarily Friends and relative irrespective of Sex of respondent

No. in rectangle box represent no. of respondent for particular option in given age basket . E.g 14 male respondent preferred price range of Rs1,000- Rs5,000

Again information derived from this data is consistent with above data that preferred price is Rs 1,000- Rs5,000 irrespective of Sex of respondent

No. in rectangular box represent no. of respondent for particular option in given age basket . E.g 9 male resondent told that they spend Between Rs 2,000-Rs 5,000 monthly on apparel

52% male respondent have share of 30%-70% branded apparel in their wardrobe while it is just 30% in case of female . This indicates a very interesting fact that boys have out-paced girls in having branded apparel in their wardrobe . It means boys are getting more brand conscious .

71% male respondent are satisfied with products offered to them while it is again only 55% incase of female respondent(possible reason can be fit as fit is very crucial for girls and female respondents have told that store can improve on fit after saleswoman ) .

67% male respondent are satisfied with customer service while it is just 55% in case of female respondent

Black color is most preferred color among men while blue is among girls

As it can be easily noted that 33.33% male respondent feels that store can improve on variety of product offering (we mentioned in our earlier report that store has a problem of narrow assortment ) ,while 33.33% females feels that store can improve on salesman .(As highlighted in slide no. as a possible reason for lower satisfaction of female respondents with store environment )

Over all 40% respondent made a point that they will certainly recommend store to their friends and family . But 48% male respondent have same point of view but it is only 33.33% incase of female respondent . So the issue raised through this report (Hiring saleswomen for ladies section of store ) is very strong and needs immediate action for the same

Newspaper and magazine , hoarding have greater influence on purchase behavior of customers irrespective of Sex , while TV have shown influence on male respondent even stronger than print media .

Hoarding are important means of communication for store as 34% respondents get to know about promotional activity through hoarding .

Increasing height of brown color bar from income level below Rs 10,000 to Rs 20,000-30,000/month shows increasing brand consciousness which in turn strengthen our suggestion in our 1st report about building strong brand image is vital for K-lounge

Submitted BY :- Ajeet Kumar Bandana ShekhrArvind KumarDivya SinghSwati singh