MFM - I

Subject : Market Research

“To evaluate the consumer acceptance of Fabels - A Fabindia ethnic western wear.”

Submitted To: Submitted By:

Dr. Sanjeev Malage Disha Sood

Nitika Arya

Srishti Raut

Sakshi Sehgal

Table Of Content

I. Declaration 3

II. Acknowledgement 4

III. Executive Summary 5

IV. List Of Tables & Charts 6

1. Introduction 7

2. Overview 8

3. Situational Analysis 11

4. Research Problem and Objective 12

5. Literature Review 13

6. Research Methodology 18

7. Data Analysis 20

8. Key Findings 48

9. Suggestions 50

10. Limitations 51

11. Questionnaire 52

12. Bibliography 63

Page ! of !2 63

I. Declaration

I hereby declare that the project titled "To evaluate the consumer acceptance of Fables - A

Fab India western wear" submitted to national institute of fashion technology, Bangalore is the

original research work carried out by us under the guidance and supervision of Dr .Sanjeev

Malage .

I further declare that this project or part thereof has not been submitted in any form for any other

degree or diploma. All information included from other sources has been duly acknowledged.

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II. Acknowledgement

We take this opportunity to express our gratitude to the people who have been instrumental in

guiding us and giving a helping hand for this project.We wish to extend our sincere appreciation

and gratitude to our mentor, Dr. Sanjeev Malage for his supervision, guidance and patience. We

were privileged to experience a sustained enthusiastic and involved interest from his side.We would

also like to thank Ms.Renu Kalevar, store general manager Fabindia – Indiranagar, Bengaluru for

her kind support. We would also like to thank the staff at the store for their kind cooperation. I

would also thank our Institution and our faculty members and we also extend our heartfelt thanks to

our family and well wishers.

Name:

Date:

Place:

Page ! of !4 63

III. Executive Summary

The aim of this research is to evaluate the consumer acceptance of the brand Fabels - which

is a part of FabIndia's ethnic western wear. In may 2014, Fabindia came up with a western

wear brand known as FABELS, designed by Alistair Blair, who has already worked for

brands like Chloe, D & G, and now Fabels. this market research is done to study whether a

consumer who has previously bought from Fabindia was aware about the launch of Fables

and will they be interested in buying this new product or not.

The target market of our research was the consumer already buying products from Fabinida

that is the customers of Fabindia. we have made an attempt to find out what is their buying

behaviour i. e how many stores do they usually visit while shopping , how much do they

spent on each product like apparels, organic product, home furnishing, accessories , what is

their perception about Fabindia according to them what attributes are most important while

they shop. With the help of this research we can make out whether Fabindia with its new

launch can create the same image it has now for it's products.

Also with so many competitors of western wear like Zara, mango, mother earth, whether

fables will be able to establish itself as a western wear brand in the market. We have

prepared primary data with the help of questionnaires, surveys which we did in order to get

a clear view. The respondents belonged to the age group ranging from 18- 35, we have tried

to cover every way through which we could find about the consumer behaviour.

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IV. List Of Tables & Charts

Page ! of !6 63

Sr Table No Description1 1.1 Age of the Sample

2 1.2Gender proportions of the sample

3 1.3 Occupation of the sample

4 1.4Household Income of the sample

5 1.5

Number of Stores visited when buying an everyday dress

6 1.6 Pyschographics

7 1.7Attributes that influenece purchase decision

8 2.1Frequency of purchase at Fabindia

9 2.2Items purchased at Fabindia

10 2.3 Amount spent at Fabindia

11 2.4Attributes that contribute to purchase st Fabindia

12 2.5Rating of Products Category at Fabindia

13 2.5.1 Men's Apparel14 2.5.2. Women's Apparel15 2.5.3 Home Décor16 2.5.4 Organic Products17 2.5.5 Jewellery & Acccessories

18 3Sample that is aware about Fabels

19 3.1Number of people that have purchased at Fabels

20 3.2 Reasons for not purchasing21 3.3 Items purchased at Fabels22 3.4 Repurchasing behaviour

23 4Sample that is made aware about Fabels

24 4.1 Readiness to purchase25 4.2 Reasons for not purchasing

Sr Table No Description26 5 Readiness levels

27 5.1Consumers who have Purchased

28 5.2Consumers that show intrest

29 6Consumer profile of Fabels

30 6.1 Age of the Sample

31 6.2Gender proportions of the sample

32 6.3Household Income of the sample

33 6.4 Consumer Occupation34 6.5 Pyschographics

35 6.6Attributes that influenece purchase decision

36 8 Competitve Analysis

37 8.1.AProduct Variety - Unaware consumer

38 8.1.BProduct Variety - aware consumer

39 8.2.APrice - Unaware consumer

40 8.2.B Price - aware consumer

41 8.3.AQuality - Unaware consumer

42 8.3.B Quality - aware consumer

43 8.4.AComfort - Unaware consumer

44 8.4.BComfort - aware consumer

45 8.5.ADesign - Unaware consumer

46 8.5.B Design - aware consumer

47 8.6.ABrand Ranking - Unaware consumer

48 8.6.BBrand Ranking - aware consumer

1. Introduction

“Fabindia was founded with the strong belief that there was a need for a vehicle to market the vast

and diverse craft traditions of India and thereby help fulfil the need to provide and sustain rural

employment.”

“Our endeavour is to provide customers with hand crafted products which help support and

encourage good craftsmanship.”

-John Bissell

Fabindia is India's largest private platform for products that are made from traditional techniques,

skills and hand-based processes. Founded in 1960 by John Bissell to market the diverse craft

traditions of India, Fabindia started out as a company exporting home furnishings. The first

Fabindia retail store was opened in Greater Kailash, New Delhi. Fabindia has 175 retail stores

across India and 1 store each in Dubai, Italy, Nepal, Mauritius and Singapore.

In May 2014, Fabindia launches a western wear brand, Fables designed by luxury brands designer,

Alistair Blair who has worked for brands like Chloe,D&G.Fables contains western styled clothes

made out of natural Indian fabrics.

The Study of Consumer acceptance towards “Fabels” - A Fabindia Ethnic western wear brand.This

study is aimed at understanding whether a consumer who has previously experienced Fabindia

would invest in purchasing from Fabels, considering that Fabindia has created its own identity with

regards to ethnic Indian wear. This new expansion of its product range , aimed at being a successful

venture amongst its loyal customer base and expanding it, the study will gauge the consumer

behaviour & perceptual mapping to understand the consumer opportunity that lies for Fabels .

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2. Overview

Fabindia is India's largest private platform for products that are made from traditional techniques,

skills and hand-based processes. Fabindia, by the early eighties, was already known for garments

made from hand woven and hand printed fabrics. The non-textile range was added in 2000, while

organic foods, which formed a natural extension of Fabindia’s commitment to traditional techniques

and skills was added in 2004, with personal care products following in 2006. Handcrafted jewellery

was introduced in 2008.

Fabindia links over 55,000 craft based rural producers to modern urban markets, thereby creating a

base for skilled, sustainable rural employment, and preserving India's traditional handicrafts in the

process.

Fabindia's products are natural, craft based, contemporary, and affordable.

The company has continued to focus mainly on the artisans and source it products from over 15,000

craftsperson across India. With a strong foundation, the company has been successful in increasing

their presence all over India. They have also opened some international stores in Italy, UAE, Qatar

and China.

Vision

To celebrate India, and endeavour to bring all the love about India to customers around the world.

Mission

• To harness the transformative power of a well-run business committed to profitable growth in

support of Fabindia’s Vision.

• To strengthen and support the community of customers, designers, artisans, farmers, makers and

entrepreneurs inspired by India.

• To give the customers products that delight them by interpreting the rich heritage and traditional

knowledge, while protecting the natural environment. Page ! of !8 63

2.1 Product Range

The major portion of Fabindia’s product range is textile based. Non- textile introductions to this

range are Home Products (introduced in October 2000), Organic Food Products (introduced in July

2004) & Fabindia’s range of authentic Personal care products (introduced in March 2006).

• The textile-based product range includes ready-to-wear garments and accessories for men,

women, teenagers and children; bed, bath, table and kitchen linen; floor coverings, upholstery

fabric and curtains. Cotton, silk, wool, grass, linen and jute are the basic fibres used.

• The Home Products range carries furniture, lighting, stationery, tableware, cane baskets and a

selection of handcrafted utility items.

• Fabindia Organics carries several types of cereals, grains, pulses, spices, sugar, tea, coffee, honey,

fruit preserves and herbs.

• Fabindia's range of authentic Personal care products includes soaps, shampoos, hair oils, pure

oils, moisturisers, body scrubs, face packs, hair conditioners & special skin care products.

Fabindia also exports to over 33 countries worldwide, to wholesalers as well as retailers. Currently,

apparel contributes around 60 per cent to the company's revenues, while home furnishing and

furniture contribute another 22 per cent.

2.2 Consumer Base

The consumers of Fabindia starts from the College going kids to the young professionals and just

the married couples in the higher middle class category. Fabindia has a mass appeal for all ages. The

customer base is majorly Women which accounts to almost 50% of the sales.These women have

developed a taste for the ethnic handicrafts & designs of Fabindia. The customers belong to the

Upper Middle class to both Higher & Lower Upper class ‘Value for money’ is the proposition.The

customers of Fabindia are Loyalists.

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2.3 Geographical Area

Fabindia has 180 retail stores across India and It has created two global hubs, Singapore and Dubai.

While Singapore services the Asia-Pacific, Dubai caters to the Middle East. The company currently

has stores in Singapore, Dubai and UK, and would be soon entering markets such as Philippines

and Hong Kong.

2.4 Competition

Competition faced by Fabindia is both from the organised and unorganised retail sector.

Unorganised sector has the local tailors who provides customized products to the customers at

reasonable prices , boutiques that offer a tailor made designer options and the local NGO'S selling

wares. However the scales of operation does not pose a major threat to Fabindia . A far greater

threat is posed by organised sector especially government owned khadi gram udyog outlets and

cottage industries emporiums across the country. The product mix offered by these industries is

similar to Fabindia. However the quality of the product and service provided by Fabindia is

perceived to be higher than that of government run organisations.

2.5 Fabels

Fabindia has launched a collection of western wear like jackets, shirts, trousers (for men and

women) and tops and dresses (for women) under newly coined label Fabel. The range would be

available at 10 stores in New Delhi, Mumbai, Bangalore and Chennai in the first phase of the soft

launch. It is designed by Alistiar Blair, who has worked with high-end labels like Givenchy, Chloe,

Valentino and Cerruti, the first two lines under Fabel would be retailed from 30 re-conceptualised

Fabindia stores. Fabindia hopes that Fables would contribute at least 10% to the company's revenue

within the next 18 months. An average Fable garment is priced between Rs 1,000 to Rs 5,000.

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3. Situational Analysis

In May 2014 , Fabindia entered the market of Ethnic formal wear, with Fabels launched in its

Flagship stores. The owner of Fabindia quotes, "Fables is a part re-invention. The market for ethnic

clothing is for occasions or when people feel patriotic but ethnic as everyday wearing is not

prevalent anymore”. Fabindia says that they felt the need to introduce the western wear brand to

target the youngsters, who prefer Zara, Marks & Spencer and Mango brands, over ethnic clothes

such as kurta pyjamas , to festive occasions or to an evening wear. Fabindia had already introduced

a fusion line in 2006 which is doing very well. Today, the company's fusion line is growing faster

than the traditional products. The fusion line contributes about 30% to the company’s turnover.

They want to take this further by this newly launched western wear line, Fabel. The ethnic products,

including salwar kameez and lehenga choli, are growing at an annual rate of 12%, fusion line has

20%. The fusion dressing business is a Rs 120 crore one for Fabindia and the company is aiming to

double it in the next one year. Fabindia expects the global line to contribute 30% of the company's

revenue by 2016-17.

3.1 Market Share

Currently,apparel contributes around 60 per cent to the

company's revenues, while home furnishing and

furniture contribute another 22 per cent. Almost 50 per

cent of the company's sales in the women's wear

category comes from Indo-western fusion clothing.

Keeping this trend in mind, the company decided to

launch a western wear brand, Fables. But the question

remains , “Can a brand like Fabels create an impact in

the Western wear market , continuing its association as

a FabIndia brand?” Page ! of !11 63

A1 Sales Contribution of Product

8%10%

22% 60%

ApparelHome Furnishings & LinenOrganic ProductsAccesories

4. Research Problem and Objective

4.1 Research Topic :

To evaluate the consumer acceptance of Fabels - A Fabindia ethnic western wear.

4.2 Research Objectives:

• To study consumer behaviour towards Fabindia

This objective aims at understanding the consumer purchase cycle and qualities which are key

purchase drivers.

• Understanding the consumer awareness regarding Fabels

To understand the awareness levels , within the Fabindia’s current customer base.

• To understand the readiness of the consumers of Fabindia to accept Fabels

This objective seeks to understand the readiness levels of a consumer to accept a western wear

brand from a brand known for its ethnic wear

• To gauge the consumer perception of Fabels - Perceptual Mapping

This objective is exploratory in nature and aims to understand the variety of perceptions a

consumer has with regard to Fabels.

• To deduce the positioning space for Fabels in the desired consumer market

Based on the perceptions that the consumer create regarding Fabels , to analyse the positioning

that it creates in the consumers mind.

• Identify the consumer profile for Fabels

Understand and identity the actual consumer profile of a consumer of Fabels

• Comparative analysis of competitors: Mango , Marks & Spencers and Zara

To examine the consumer ratings for the competitors vis a vis Fabels

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5. Literature Review

To gain a better understanding of the apparel fashion market , with regard to the consumer

behaviour , it is essential that we understand the various aspects of the consumer behaviour and

perception. As the consumer is an integral part of our research proposition for Fabels , following are

some of the research paper reviews with regards to the various facets of the consumer buying &

marketing.

Noel Mark Noël (University of South Florida)1 This article proposes an illustrative pilot

study that applies magnitude estimation (psychophysics) as a convenient method to benchmark

consumer perceptions of the various marketing dimensions that come to define total quality .The

article creates a skeleton methodology and measurement that allows a researcher to benchmark over

time consumer perceptions amongst competing products given different treatments and on different

quality dimensions .The study results are illustrative of easy-to-interpret ratio-based percentage

differences . The response patterns for each quality dimension can be tested for their significance in

changing respondent perceptions .

Banytė, Žaneta Paunksnienė and Aušra Rūtelionė (Kauno technologijos universitetas)2

This article identifies one variable of consumer behaviour called perception, seeking to identify its

usage possibilities while developing marketing to women. This article defines perception as a

variable of consumer behaviour with context to marketing to women. This article states that

sensation, attention, interpretation and retention are the four components of a perceptual process.

This article states that it is very important for the business to understand the peculiarities of

marketing to women as the women constitute of more than 50% of the world population and also

the income of women is rapidly increasing. Women make 80% of the decisions when it comes to

buying and the priorities, attitudes and hobbies of men and women are very different. It is very

important for the companies to differentiate between the two. The author has conducted a research Page ! of !13 63

and found that the women make decisions differently than men, women look for a perfect variant

while men look for an acceptable one. Women are prone to purchasing the same product again and

men make decision every time and evaluate the product each time. After understanding this

difference the author has analysed every step of the perceptual process. The author found out that

using the interpretation of the perceptual process and its elements while considering the aspect of

marketing to women, the main purpose of the study is to present a particular system of women’s

culture and implement the knowledge to all stages of decision making process.

Stefan Hampel (Unister Gmbh), Daniel Heinrich (University Of Mannheim), Colin

Campbell (Monash University) (Journal Of Advertising Research March 2012)3 investigated the

effects of premium-print advertising techniques on the consumer behaviour. The study was

exploratory and though limited in its generalizability, it provides an important initial step toward

better understanding the effects of the growing area of premium print technology. The finding of the

research provide an interesting understanding of a consumer perception to a brand. They inferred

that premium print ads results in a higher willingness of a consumer to pay a certain price for the

product advertised for. Though an expensive approach for advertising takes place it results in a

higher willingness to buy. The brand perception also elevates to a prestigious level. But the research

limits itself as it focuses on measured attitudes and buying intentions as opposed to real buying

behaviour.

Arpita Khare and Sapna Rakesh (Allahbad University)4 analysed the predictors of fashion

clothing involvement among the Indian youth. The research findings suggest that the limited

exposure of Indian youth with global fashion clothing brands may affect their choice and

involvement.To understand the relationship between fashion clothing product involvement,

purchase decision involvement and advertising involvement with consumption involvement is what

study revolved around. The consumption involvement attribute was kept as the dependent variable.

The intent was to study the impact of consumers’ consumption involvement with fashion clothing Page ! of !14 63

with respect to other three variables.It was found that Indian youth gives importance to fashion

clothing brands, i.e., there is high correlation between product involvement and consumption

involvement. Also, if the product is important for the consumer, there will be greater purchase

decision involvement experienced by the consumer for that product category.The findings imply

that advertising of fashion brands plays a significant role in determining the consumption

involvement of the youth. In India it appears, women are more influenced by advertising.

Womenswear Industry Profile: India. (Dec 2012)5 - The Indian womenswear market

experienced double digit growth between 2008 and 2010. This industry has continued to

experiences strong growth, however at a decelerating rate during 2011 and 2012. During the

forecast period, this trend is predicted to continue however the market is expected to gradually

decelerate towards 2016, with annual rate dropping to 5.7% in 2017.The performance of the market

is forecast to decelerate, with an anticipated CAGR of 6.6% for the five-year period 2012 - 2017,

which is expected to drive the market to a value of $5,093.2 million by the end of 2017.The Indian

womenswear market grew by 8.7% in 2012 to reach a value of $3,707.3 million.The compound

annual growth rate of the market in the period 2008–12 was 9.4%. India accounts for 2.4% of the

Asia-Pacific womenswear market value.Clothing, footwear & accessories retailers form the leading

distribution channel in the Indian womenswear market, accounting for a 90.5% share of the total

market's value. In 2017, the Indian womenswear market is forecast to have a value of $5,093.2

million, an increase of 37.4% since 2012.The compound annual growth rate of the market in the

period 2012–17 is predicted to be 6.6%.

Johannes Stolz, Horacio Molina, Jesús Ramírez and Nikolaus Mohr (ETEA,

Universidad LOYOLA Andalucía, Córdoba, Spain and Universität Regensburg, Regensburg,

Germany)(International Journal of Consumer Studies Issue 37 2013)6 This article talks about

consumers perception about environment retailing performance. The author has taken two markets

for this study. The german and the Spanish market. An online-based questionnaire about sustainable

Page ! of !15 63

purchasing was addressed to consumers of different age groups in Germany and Spain. Through this

research the author found out the research demonstrates varied perceptions of the sustainable

product offer between German and Spanish consumers. The results emphasise the expectations

about higher existing environmental awareness among the German consumers due to a more

developed sustainable market in Germany. Also found out that both Spanish as well as german

consumers mainly buy sustainable products because of their impact on the society. Concerns about

the ecosystem are inferior to the social impact.

Wayne.D.Hoyer , Steven P.Brown (Journal of consumer research)7 The article explores the

Effects of Brand awareness on choice for a common or repeat purchase of a product.In situation

involving common, repeat-purchase products, the consumer may choose a brand on the basis of a

simple heuristic( e.g. brand awareness ,pricing , packaging) and then evaluate the brand subsequent

to purchase. In such instances , awareness results mainly from exposure to advertising and other

sources of information. A growing body of evidence however has shown that a consumer is a

positive recipient of the product information and does not want to waste time in choosing among the

brands, but in case of repeat products the consumer may choose the product on the basis of the

heuristic(e.g. brand awareness, pricing, packaging) and evaluate the brand to purchase. In such

cases advertising plays an important role. The questions of interest in this study is how brand

awareness affects the choice probability and sampling of a common and repeat purchase.

Consumers choosing among a set of unknown brands are likely to sample more brands as compared

to a well known brand. the presence of a known brand in a choice set may have some negative

effect on the consumer's ability to detect differences in product quality across brands. Awareness not

only influence the first choice but it may also affect choice on subsequent selections.

Galbreth , Michael R. Ghosh, Bikram (Decision sciences)8 This article explores the

impact of consumer awareness on competition & sustainability.Sustainability, a broad concept that

includes numerous environmental and social dimensions, has emerged as an important product Page ! of !16 63

evaluation criterion for consumers. Sustainability on consumer behaviour depends on two factors-

each individual consumer's unique level of concern about sustainability ,and the general level of

awareness regarding the sustainability of competing products. According to the research increase in

marginal sustainability can benefit every firm, including the less sustainable one, when awareness is

sufficiently high. the sustainable firm can directly influence the general level of awareness, and the

distribution level of sustainability concern among users is non uniform.

James Ashton (Evening Standard. 11/11/2013)9, Marks & Spencer today said it will double

its presence in India, taking its total number of stores in the country to 80 by 2016. Chief executive

Marc Bolland said: "India is a priority market for M&S and, working closely together with our

partner Reliance Retail, we have set a clear plan to build a leadership position here. Now with 36

stores, we have the ideal platform to accelerate our growth.

Aradhna Krishna, Imran S. Currim & Robert W. Shoemaker (Consumer Perceptions of

Promotional Activity)10 This research talks about consumer perceptions of how frequently various

brand-sizes are promoted. The authors have proposed a conceptual framework that links managerial

pricing and promotional policies with consumer’s purchase behaviour. Through this study they

found out that about 62% of the consumers knew correctly whether the brand went on sale or not

during the 12 days period and only very few knew about the exact sale price and these few were

very young and had larger family size , read the weekly flies of items on sale more frequently.

People tend to overestimate the deal frequency of the brands that were not often promoted and

underestimate for the brands that were often promoted. Also found that the expected deal frequency

is correlated to the past deal frequency.

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6. Research Methodology

6.1 Research Type

For the purpose of this study, our research will be Descriptive in nature, defining the characteristics

of the consumers of FabIndia and answering the following question:

1. Who are the consumers of Fabels ? Defining the consumer profile

2. What are is their buying behaviour, and perception with regards to Fabels & Fabindia ?

3. How much is their awareness regarding Fabels? And their willingness to purchase Fabels ?

4. What is their consideration set with regards to Fabels ?

It is Cross Sectional by approach as it pertains to the launch period of the brand Fabels by Fabindia

and the study is being conducted in the early stage of the product life cycle which is - Introduction.

6.2 Methods Of Data Collection

For the Purpose of this study we will use the Survey method of Data collection.

6.2.1 Data Sources :

Primary data: Data will be obtained from consumers of Fables and FabIndia. Along with that we

will obtain information from store manager of FabIndia, Indiranagar

- Qualitative - In depth Interviews and Observations of different consumers segments of Fabindia

located in Bangalore

- Quantitative - Structured Questionnaire

Secondary data: Both published and unpublished data sources were used.

The information was gathered from website of Fabindia, other authentic online data, magazines,

text books and journals.

Page ! of !18 63

6.3 Sampling Technique

Non Probability method of Convenience sampling will be used for this research. The respondents

will be selected on basis of their availability and easy access. The advantages of this type of

sampling will be the availability and the quickness with which data can be gathered.

6.4 Sample Size

100 respondents has been decided as the sample size for this study of consumer behaviour located

in Bangalore only. This will give a spread of responses and the opportunity to identify interesting

differences.

6.5 Sample Characteristics

The main characteristic which is quintessential to become a part of the sample is : The individual

should have purchased from FabIndia in the recent past (3months).

Page ! of !19 63

7. Data Analysis

1. Sample Analysis

1.1 Age of the sample

• The majority of the sample belongs to the Young adults age group of 25 -34. Followed by the 18

- 24 age group in majority

1.2 Gender of the sample

• Majority of the sample are Women.

VALUE FREQUENCY

18 - 24 31

25 - 34 41

35 - 44 12

45 - 54 11

55 & OVER 5

100

31%

41%

12%

11% 5%

18 - 24 25 - 34 35 - 44 45 - 54 55 & OVER

VALUE FREQMale 28Female 72

28

72

01020304050607080

Male Female

MaleFemale

1.3 Occupation

• The majority of the sample are employed ( 37%) the student part of the sample (31%) follows

respectively

1.4 Household Income

• Majority of the sample has a household income of 6 lacs and above.

Occupation Frequency

Value

Employed 37

Self Employed 21

Student 31

Homemaker 11

100

37%

21%

31%

11%

EMPLOYED

SELF EMPLOYEDSTUDENT

HOMEMAKER

67

3156

Less than 2.5 Lac P.ABetween 2.6 Lacs - 4 lacsBetween 4.1 L - 6L

More than 6L

Value Frequency

Less Than 2.5 Lac P.A 6

Between 2.6 Lacs - 4 Lacs 7

Between 4.1 L - 6L 31

More Than 6L 56

1.5 Number of stores visited while shopping for an everyday wear dress

• Majority of the sample visits 2 - 4 stores

7%

50%

37%

6% 1

2-4

5-7

8 AND MORE

Value Frequency1 72-4 505 -7 378 & More 6

1.6 Psychographics of the Sample taken

The sample buys clothes regardless of what the current fashion exists,they are not Fashion sensitive.

Prices do matter , but Designer labels don’t. And all the shopping trips are planned carefully. We

further made an attempt to understand the psychographics of the Target group defined by Fabels -

18 - 24 & 25 - 34.

33

16

21

15

23

3835

32

26

36

17

38

31

36

28

10 1113

19

11

20

3 42

1 2 3 4 5

Strongly Agree Agree Neutral Disagree Strongly Disagree

StatementsStrongly Agree Agree Neutral Disagree

Strongly Disagree

1. I buy clothes I like , regardless of current fashion 33 38 17 10 22. I buy new fashion looks only when they are well accepted 16 35 38 11 03. I am not as concerned about fashion as I am about modest prices and wearability. 21 32 31 13 34. I prefer to buy well-known designer labels rather than take a chance on something new. 15 26 36 19 4

5. I plan my shopping trips carefully 23 36 28 11 2

We have used the Statistical Tool of Chi square to test if there is a significant difference between the

psychographics of the 2 respective age groups wherein,

• Chi-square test at significance level 0.05, table value = 9.488

• CALCULATED VALUES

• Statement 1 - I buy clothes I like , regardless of current fashion -23.07

• Statement 2 - I buy new fashion looks only when they are well accepted - 1.75

• Statement 3 - I am not as concerned about fashion as I am about modest prices and wearability.-

45.77

• Statement 4 - I prefer to buy well-known designer labels rather than take a chance on something

new. - 5.79

• Statement 5 - I plan my shopping trips carefully - 3.97

As per the above analysis , we inferred that there is a significant difference in the purchase

behaviour vis a vis concern for fashion & vis a vis the importance placed on price & wearability by

the 2 groups. The remaining traits are not different from each other.

1.7 Attributes that contribute to the final purchase

• To further read into the chart, we calculated the weighted average, through which Quality (3.5) ,

Comfort (3.33) & Design (3) matters the most to the consumer. Followed by product range &

variety and Price of the goods.

16

8

31

26

19

1618

28

1819

10

16 16

28

31

22

25

2018 18

36

33

5

10

13

0

5

10

15

20

25

30

35

40

Product Range & variety

Price Quality Comfort Design

Rank 1Rank 2Rank 3Rank 4Rank 5

2 Consumer behaviour towards Fab India

2.1Frequency of purchase

• Majority of the sample purchase on a frequency of more than 3 months

2.2 Items purchased

• Majority purchases ready to wear garments followed by Home linen gaining the second position

and the rest follow

57

23

15

5

0

10

20

30

40

50

60

More Than 3 months

Every 3 months Every 2 months Every Month

More Than 3 monthsEvery 3 monthsEvery 2 monthsEvery Month

Value Frequency

Every Month 5Every 2 Months 15Every 3 Months 23More Than 3 57

83

2623

1916

7

0

10

20

30

40

50

60

70

80

90

Ready To wear Garments

Home Linen Organic Products

Personal Care Accessories Furniture

Ready To wear GarmentsHome LinenOrganic ProductsPersonal CareAccessoriesFurniture

Value FrequencyReady To wear Garments 83Home Linen 26Organic Products 23Personal Care 19Accessories 16Furniture 7

2.3 Amount Spent by the consumers

• Majority of the sample spends between INR 2001 - INR 3000

2.4 Attributes that contribute to the purchase at Fabindia

• Traditional Work and quality are the major reasons why a consumer shops at Fabindia. Also the

Brand has created a value proposition for itself in the consumers mind.

Value Frequency

100-1000 151001-2000 262001-3000 42

3001 and above 17

15

26

42

17

0

5

10

15

20

25

30

35

40

45

100-1000 1001-2000 2001-3000 3001 and above

18

24

34

14

24

8

2018

34

20

7

12

25

28 28

40

19

16 15

10

2826

20

9

17

0

5

10

15

20

25

30

35

40

45

1 2 3 4 5

Fab India Brand ValueRange & VarietyPriceQuality of productTraditional Work

2.5 Rating of the Fabindia products

2.5.1 Men’s Apparel

• According to the consumers of Fabindia, the product variety, quality, price and display of the

goods in the store of men’s apparels is Satisfactory whereas the service provided by the sales

staff is only Average.

2.5.2 Women’s Apparel

13

20

4

9

13

33

38

31

3435

23

16

39

30

23

19

5

15

1210

3

12

2

6

109 9 9 9 9

0

5

10

15

20

25

30

35

40

45

VARIETY QUALITY SERVICE PRICE DISPLAY

HIGHLY SSATISAVGUNSATISHIGHLY UNNA

24

30

6

11

21

43

33

37

40

34

21

16

33

25 24

1

911 11 11

6 7 8 8

55 5 5 5 5

0

5

10

15

20

25

30

35

40

45

50

VARIETY QUALITY SERVICE PRICE DISPLAY

HIGHLY SSATISAVGUNSATISHIGHLY UNNA

• Mostly consumers of Fabindia find the product variety, quality, price, display of the goods in the

store and service provided by the sales staff in case of women’s apparels to be Satisfactory.

2.5.3 Home Decor

• The variety of Home Furnishing and Décor items is considered to be average by the maximum

no. of people. However, a very close and equal ranking is also given to Highly Satisfactory and

Satisfactory. Quality and Service provided by the sales staff is Satisfactory. Display of the goods

is Average whereas Price is Satisfacoty-Average for most of them.

25

22

79

16

25

3533

30

22

27

19

3231

30

79

1113

14

54

6 67

11 11 11 11 11

0

5

10

15

20

25

30

35

40

VARIETY QUALITY SERVICE PRICE DISPLAY

HIGHLY SSATISAVGUNSATISHIGHLY UNNA

• 2.5.4 Organic Products

• Fabindia consumers are highly satisfied by the variety and quality it offers for Organic Products.

The service provided by the sales staff is only of average level. However, the price and display of

the goods is also pretty satisfactory.

2.5.5 Jewellery & Accessories

29 30

6

17

13

27

30 29

32

29

19

15

44

20

24

79 8

12

16

86

3

9 810 10 10 10 10

0

5

10

15

20

25

30

35

40

45

50

VARIETY QUALITY SERVICE PRICE DISPLAY

HIGHLY SSATISAVGUNSATISHIGHLY UNNA

11 11

4

7

11

18

34

22

20

24

35

27

38

30

36

13

6

14 14

89

8 8

15

7

14 14 14 14 14

0

5

10

15

20

25

30

35

40

VARIETY QUALITY SERVICE PRICE DISPLAY

HIGHLY S

SATIS

AVG

UNSATIS

HIGHLY UN

NA

• Jewellery and accessories section seems not to be very pleasing to Fabindia consumers as most

of them think that the variety, service of the sales staff, price and display are only of average

level. Only quality is considered to be little satisfactory.

2.6 Awareness levels of Fabels

• The pie chart clearly indicates that the majority of the sample is unaware about Fabels (58%)

• Through further analysis we understand , the sample proportion that is aware of Fabels consists of the following ages: 18 - 24 - Makes up for 24% of the aware population, 25-34 of 40% , while the 35 & above age group form the remaining 33% of the aware population

YES42%

NO58%

YValue Frequecy

YES 42

NO 58

3 Population that is aware of Fabels

3.1 Number of people that have purchased at Fabels

• A majority of the sample who are aware about Fabels have not made a purchase yet. But there is

not a marginal difference between the two entities

3.2 Reasons for not purchasing

• Majority who did not purchase feel strongly that Fabels lacks variety and fits are unsuitable

52%48%

Value Frequecy

YES 22

NO 20

High Price 2Lack of variety 10Fit issue 8Design Not suitable 5Cannot associate the brands 2 2"

10"8"

5"

2"0"

2"

4"

6"

8"

10"

12"

High"Price" Lack"of"variety"

Fit"issue" Design"Not"suitable"

Others"

3.3 What items were purchased ?

• Majority of the sample has bought Topwear followed by bottom wear & accessories.

3.4 Will the sample indulge in repurchasing the brand again ?

• Majority of the sample that has purchased the brand will repurchase it .

64%20%

16%

Top WearBottom WearAccessories

Item Category Purchase

Top Wear 14Bottom 5Accessories 3

4

7 7

01.753.55.257

8.75

DefinitelyYes

Yes Maybe

4 Sample that was made aware about Fabels

4.1 Readiness to purchase

• We infer that out of 58 people who were introduced to Fabels, only 20% actually refused to buy

it whereas the majority said it might be interested in buying Fabels which made up nearly 38% of

respondents asked. Definitely Yes and Yes together totalled up to nearly 41% of the responses.

This means that 24 were willing to buy Fabels, 22 might be interested and only 12 people said

they will not be interested.

4.2 Reasons for not feeling the need to purchase

• Respondents could choose one or more reasons for not purchasing Fabels. 11 respondents said

that the variety is less and they wouldn’t be interested. Design not suitable also got 11 responses

whereas price does not seem to be a very major issue.

.

VALUE FREQ PERCENTAGE

Def Yes 7 12.07

Yes 17 29.31

Maybe 22 37.93

No 12 20.69

Def No 0 0.00

High Price 3

Lack of Variety 11

Design Not Suitable 11

Others 3

5.Readiness to accept Fabels as a brand of Fabindia

5.1 Consumers who have purchased

5.2 Consumers who shown interest in purchasing

• Null hypothesis (Ho : age group is independent of consumer readiness)

• Alternate hypothesis (H1 : age group is dependent of the consumer readiness)

• Significance level is 0.05

• Calculated value is 2.39

• Table value at degree of freedom 4 is 9.488

• Conclusion- the age group and the readiness of the consumers are independent attributes.

Value Frequecy

YES 22

NO 20

52%48%

39%

36%

25%

consumers interested in purchasing

yes & definitely yes May be No

yes & definitely yes

17

May be 16No 11

6 Consumer profile for Fabels drawn from the sample

6.1 Consumer Age

• Majority of fables consumers fall under the age group of 25-34.

6.2 Consumer Gender

• The consumer profile of fables have a majority of women.

29%

42%

15%

9%5%

18 - 24 25 - 34 35 - 44 45 - 54 55 & OVER

Age Frequency18 - 24 1725 - 34 2535 - 44 945 - 54 555 & OVER 3

27%

73%

MALES FEMALES

Gender FrequencyMALES 16FEMALES 43TOTAL 59

6.3 Consumer Household Income

• 53% of the consumers earn more than

6lakhs per annum

6.4 Consumer Occupation

• Most of the consumers buying fab India are

employed.

8%

10%

29%

53%

Less than 2.5 Lac P.A Between 2.6 Lacs - 4 lacsBetween 4.1 L - 6L More than 6L

VALUE FREQUENCYLess than 2.5 Lac P.A 5

Between 2.6 Lacs - 4 lacs 6

Between 4.1 L - 6L 17

More than 6L 31

41%

19%

30%

10% 0%

EMPLOYED SELF EMPLOYEDSTUDENT HOMEMAKEROTHERS

Value FrequencyEmployed 24Self Employed 11

Student 18Homemaker 6

6.5 Consumer Psychographics

• Consumers are indifferent to the current fashion therefore they will buy what they perceive is

best buy for them

• They will buy what is worth buying, as they are more concerned about pricing than fashion, so

fab India should price their merchandise accordingly.

• It will keep the customers loyal to the brand.

• Fab India can make the consumers aware about any new collection they come up with, as the

consumers plan their shopping trip carefully

I buy clothes I

like, regardless

of the current fashion

I buy new looks only when they are well accepted

I amnot as concerned

about fashion as I am about modest

prices and wearability

I prefer to buy well known

designer labels rather than take a chance on something

new

I plan my shopping

trips carefully

Series1 4.05 3.56 3.75 3.36 3.71

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

6.6 Consumer Attribute Ranking

• The consumers of fables rank quality the highest of all, therefore it should be the main focus of

fab India to not loose its customers on this attribute.

• Next thing that consumers look up to is the comfort and fits followed by the design and product

range and variety.

• These attributes can help fab India understand its customers perception while they plan their

shopping trips.

10.1

3

9.67

14.2

7

12.8

12.0

7

PRODUCT RANGE AND

VARIETY

PRICE RANGE

OFFERED

QUALITY COMFORT AND FITS

DESIGN

7 Consumer Perception

Is there a difference in the perception about Fabels among the two target groups of Fabels?

• Chi square test at 0.05 significance level

• Null hypothesis: No difference

• Alternate hypothesis: Difference in their perception

• Calculated value of chi square=43.33

• Table value-9.488 at dof-4

• Therefore, we reject the null hypothesis to conclude that there is a difference in the perception of

the two target groups of Fabels.

357 338372

439

362

516 530

446503 486

0

100

200

300

400

500

600

CONTEMPORARY

ETHNIC

VERSATILE

COMFORTABLE

DESIGNER

CONSUMERS WHO WERE AWARECONSUMERS WHO WERE NOT AWARE

7.1 Perception Ranking

Overall Fabels is perceived as Contemporary and Ethnic which is comfortable. But it is not

versatile.

Consumers aware of Fabels, they perceive it as comfortable and versatile. Also most of them do not

relate ethnic to it.

Consumers unaware of Fabels, perceive it as ethnic and contemporary. But do not think it is

versatile, as perceived by the aware consumers

7.2 Positioning

Based on the above perception Fabels must strengthen its position as a contemporary wear , and

create better emphasis on the fact that it is designer western wear by Fabindia.

8. Competitive Analysis

8.1.A Competitive Analysis of rating - Product Variety by Consumer who are Unaware of Fabels

8.1.B Competitive Analysis of rating - Product Variety by Consumer who are aware of Fabels

• In terms of Product Variety Zara stands the best in both consumers sets. Also Fabels stands the

second last in both the consumer sets. So Fabels needs to introduce more Variety if it wants to

better than its competitors.

0 1 2 3 4 5

Zara

Mango

M&S

Mother Earth

Westside

Fabels

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

Zara

Mango

M&S

Mother Earth

Westside

Fabels

8.2.A Competitive Analysis of rating - Price by Consumer who are Unaware of Fabels

8.2.B Competitive Analysis of rating - Price by Consumer who are aware of Fabels

• In terms of Price Westside is the most reasonable band according to the consumers of both the

sets. Fabels is perceived slightly overpriced when compared to all the brands as it is second last

in the order.

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

Zara

Mango

M&S

Mother Earth

Westside

Fabels

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

Zara

Mango

M&S

Mother Earth

Westside

Fabels

8.3.A Competitive Analysis of rating - Quality by Consumer who are Unaware of Fabels

8.3.B Competitive Analysis of rating - Quality by Consumer who are aware of Fabels

• Perspectives of both the consumer sets differ for Quality. Zara is the most preferred by consumers

unaware of Fabels and it stands 4th when compared to all. So in terms of Quality Zara is the

biggest competition and Fabels need to up their quality quotient. But Mother Earth and M&S are

the biggest competition when it comes to consumer who are aware of Fabels.

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

Zara

Mango

M&S

Mother Earth

Westside

Fabels

2.9 3 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9

Zara

Mango

M&S

Mother Earth

Westside

Fabels

8.4.A Competitive Analysis of rating - Comfort by Consumer who are Unaware of Fabels

8.4.B Competitive Analysis of rating - Comfort by Consumer who are Aware of Fabels

• For the consumers unaware of Fabels Zara gives them the best comfort. But for the people aware

of Fabels M&S gives them the best comfort. Fabulous is one of the least for both the set of

consumers. But for people who are aware of Fabels for them, both Fables and Westside have the

same level of comfort.

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

Zara

Mango

M&S

Mother Earth

Westside

Fabels

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

Zara

Mango

M&S

Mother Earth

Westside

Fabels

8.5.A Competitive Analysis of rating - Design by Consumer who are Unaware of Fabels

8.5.B Competitive Analysis of rating - Design by Consumer who are Aware of Fabels

• Zara stands the best for both the consumers when it comes to Designs and Fabels stands the 3rd

for both the set of consumers. Fabels needs to work on its designs to compete with the other

brands.

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

Zara

Mango

M&S

Mother Earth

Westside

Fabels

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

Zara

Mango

M&S

Mother Earth

Westside

Fabels

8.6.A Competitive Analysis of rating - Brand ranking by Consumer who are unaware of Fabels

8.6.B Competitive Analysis of rating - Brand ranking by Consumer who are aware of Fabels

Brand Weighted Average

Zara 5.35

Mango 3.53

Marks & Spencers

3.53

Mother Earth 2

Westside 3.3

Fabels 3.35

0

5

10

15

20

25

30

35

40

45

1 2 3 4 5 6 NA

ZARA

MANGO

M&S

MOTHER EARTH

WESTSIDE

FABELS

Brand Weighted Average

Zara 5.29

Mango 3.49

Marks & Spencers

4.41

Mother Earth 3.7

Westside 3.42

Fabels 2.28

0

5

10

15

20

25

30

35

40

45

1 2 3 4 5 6 NA

ZARA

MANGO

M&S

MOTHER EARTH

WESTSIDE

FABELS

8. Key Findings

• The consumer behaviour of a person who purchases at Fab India is as follows :

• They purchase at FabIndia in more than 3 months.

• They spend between INR 2001 - INR 3000

• Majority of them purchase ready to wear garments like Kurtas , Saris and other apparels, while

Home linen seems to be the second favourite amongst its consumers

• The qualities that draw them towards making a purchase at FabIndia is the Quality that Fabindia

offers to its customers and the Traditional work. The brand has also created some leverage in

the minds of its consumers

• Awareness level amongst the consumers of FabIndia has marginal difference of 6%. With 42%

of the sample who were aware about Fabels, whereas 58% of the population is unaware about

its existence.

• In their target group of 18 - 24 only 35% were aware about their brand, awareness levels

increase to 43% in the young adults bracket, which is their second target group.

• There are two different sets of people in the target age group of 18-24 and 25-34. One who has

already purchased Fables and the other who says Definitely Yes and Yes they will purchase

Fables.

• Through Chi Square it was found that the Age Group and Readiness are not dependent on each

other. So it can be said that whether the consumer will accept Fabels or not is nowhere related to

their age. They are ready to accept Fabels no matter what age they belong to.

• By this we have inferred that the Western wear offering from Fabindia does work well for

Fabels for any age group. Overall Fabels is perceived as Contemporary and Ethnic which is

comfortable. But it is not versatile. Consumers unaware of Fabels, perceive it as ethnic and

contemporary.

• Through Chi Square it can be found that there is a difference in Perception about Fabels for the

two different target age groups. The Perception varies a lot within the groups. Contemporary

was rank 1 for age group 18-24 but for 25-34 Comfort was 1.

• Based on the above perception Fabels must strengthen its position as a contemporary wear , and

create better emphasis on the fact that it is designer western wear by Fabindia and differentiate

itself from the Ethnic tag that Fabindia carries.

• Consumer Profile for Fabels:

• People who would like to buy fabels belong to an age group of 25-34 and are employed

• Quality is the attribute which the customer of fabels foresee

• Comfort and fits are liked by this group

• People have accepted fables as a part of fabindia being a western ethnic brand.

9. Suggestions

• They need to build better awareness amongst its target group of the youth.

• There is a dire need for better merchandise variety which they lack , where as its competition set

Zara and Mango , Marks & spencers are racing ahead in variety.

• Fabindia needs to surge ahead with the making its consumers aware about their western wear

offering

• Comfort and Fits has to be strengthened

• Understanding from the analysis of Chi-square test of independence , Fabels has a larger market

they could tap into incase the give up on the ‘Youth’ target aspect.

10. Limitations

• Firstly, our research was only restricted to the consumers of Fab India

• This research is valid only for the Bengaluru consumers of fab India.

• Non probability method does not give everyone a chance to be a part of consumer sample

• Research was limited to only consumers who have bought from fab India in the previous 6

months

• Most of the respondents were not sure about buying the brand fables.

11. Questionnaire

We are students from NIFT, masters programme and would like some of your precious time to

conduct a small survey for our Market Research project.

Section A

1. Name –

2. Approximate Age

• 18 - 24 ( ) • 25 - 34 ( ) • 35 - 44 ( ) • 45 - 54 ( ) • 55 and over ( )

3. Gender – M ( ) F ( )

4. Occupation

• Employed ( ) • Self Employed ( ) • Student ( ) • Homemaker ( ) • Others, please specify ________________________

5. Household Income

• Less than 2.5 lakhs per annum ( ) • Between 2.6 lakhs and 4 lakhs ( ) • Between 4.1 lakhs and 6 lakhs ( ) • More than 6 lakhs ( )

6. When shopping for an everyday dress, how many stores do you typically visit?

• 1 ( ) • 2 - 4 ( ) • 5 - 7 ( ) • 8 and more ( )

7. Listed below are some statements, please check one box for each statement to indicate the

extent to which you agree or disagree with each statement.

8. Please rank the following attributes you consider while making a purchase deciding from 1 to 5,

( 1 being most preferred & 5 being the least )

• Product range / variety ( ) • Price range offered ( ) • Quality ( ) • Comfort & Fits ( ) • Design ( )

Statements Strongly agree

Agree Neutral Strongly Disagree

Not Sure

I buy clothes I like, regardless of current fashion

I buy new fashion looks only when they are well accepted.

I am not as concerned about fashion as I am about modest prices and wearability.

I prefer to buy well-known designer labels rather than take a chance on something new.

I plan my shopping trips carefully

Section B

9. How often do make purchases at Fab India? (Tick one)

• Every month ( ) • Every 2 months ( ) • Every 3 months ( ) • More than 3 months ( )

10. What do you buy from FabIndia? (Tick one or more)

• Ready to wear garments - kurta, tops, pants, salwars, sarees, etc ( ) • Home linen - upholstery fabric, curtains, floor coverings, etc ( ) • Organic products - tea, pickles, grains ( ) • Personal care products - bathing soaps, face wash ( ) • Accessories - jewellery, bags ( ) • Furniture - tables, shelves, sofas, beds ( )

11. On an average, how much do you generally spend in Fabindia per visit (INR)? (Tick one)

• 100 – 1000 ( ) • 1001 - 2000 ( ) • 2001 – 3000 ( ) • 3001 & above ( )

12. On a scale of 1 to 5, 1 being the most important, rank the following attributes influencing your

purchase decision at Fabindia  

• Traditional work ___ • Quality of the product ___ • Price ___ • Range of products available ___ • The ‘Fabindia’ Brand ___

13. Rate your experience at Fabindia in terms of your satisfaction level on scale of 1 to 5 where,

[1 – Highly Satisfactory, 4 – Unsatisfactory,

2 – Satisfactory, 5 – Highly Unsatisfactory]

3 – Average,

14. As a consumer of Fabindia have you heard about ‘Fabels’?

• If No, then go to section D ( )

Product range/variety

Quality Service provided by the sales staff

Price range offered

Display of goods in the store

Apparels (Men)

Apparels (Women)

Home Furnishing and Décor

Organic Products

Jewellery and accessories

Section C

Interviewee is aware about Fabels

15. Knowing that Fables is a brand of Fabindia does it affect your purchase decision? (Tick one)

16. Under the following product attributes, rate the given product range of Fabels on a scale of 1 to

5, where

[1 – Excellent, 4 – Fair,

2 – Good, 5 – Low]

3 – Average,

17. Have you ever purchased Fables?

• If No then go to Question 20 ( ) • If Yes then answer the following questions ( )

18. What have you purchased from Fabels? (Tick one or more)

Product range/variety

Price range offered

Quality Comfort & Fits

Design

Apparels (Men)

Apparels (Women)

Accessories

Top Wear Bottom wear Accessories

Shirts Skirts Bags

Jackets Pants Shoes

Tops Capris Jewelry

Definitely Yes ( )

Yes ( )

Maybe ( )

No ( )

DefinitelyNo ( )

19. Will you considering purchasing Fabels again? (Tick one)

20. I have not purchased Fabels, because (Tick one or more appropriate reasons)

• High price ( ) • Lack of variety ( ) • Fit Issue ( ) • Design not suitable ( ) • None of the above. Specify ____________________________

21. According to your perception about Fabels, evaluate each attribute out of a total of 20 points (It

is not necessary to choose all the options. You may only assign points to words you think are

relevant)

• Contemporary ( ) • Ethnic ( ) • Versatile ( ) • Comfortable ( ) • Designer ( )

22. Rank the following from 1 to 6 in the order of your preference of a western wear brand, 1 being

your 1st preference:

• Zara ( ) • Mango ( ) • Marks and Spencers ( ) • Mother Earth ( ) • Westside ( ) • Fabels ( )

Definitely Yes ( )

Yes ( )

Maybe ( )

No ( )

DefinitelyNo ( )

23. Please rate the following brands for the attributes given on scale of 1 to 5, where

[1 – Excellent, 4 – Fair,

2 – Good, 5 – Low]

3 – Average,

Product range/variety

Price range offered

Quality Comfort & Fits

Design

Zara

Mango

Marks & Spencers

Mother Earth

Westside

Section D

Interviewee is informed about Fabels via a catalogue

24. Now that you know about the western wear of Fabindia – Fabels, would you be interested in

buying a western piece of merchandise from Fabels?

25. If no, kindly choose the appropriate reason. (Tick one or more)

• High price ( ) • Lack of variety ( ) • Design not suitable ( ) • Others. Specify ____________________________

26. Under the following product attributes, rate the given product range of Fabels on a scale of 1 to

5, where

[1 – Excellent, 4 – Fair,

2 – Good, 5 – Low]

3 - Average

Product range/variety

Price range offered

Quality Comfort & Fits

Design

Apparels (Men)

Apparels (Women)

Accessories

Definitely Yes ( )

Yes ( )

Maybe ( )

No ( )

DefinitelyNo ( )

27. According to your perception about Fabels, evaluate each attribute out of a total of 20 points (It

is not necessary to choose all the options. You may only assign points to words you think are

relevant)

• Contemporary ( ) • Ethnic ( ) • Versatile ( ) • Comfortable ( ) • Designer ( )

28. Rank the following from 1 to 6 in the order of your preference of a western wear brand, 1 being

your 1st preference:

• Zara ( ) • Mango ( ) • Marks and Spencers ( ) • Mother Earth ( ) • Westside ( ) • Fabels ( )

29. Please rate the following brands for the attributes given on scale of 1 to 5, where

[1 – Excellent, 4 – Fair,

2 – Good, 5 – Low]

3 – Average,

Thank you

Product range/variety

Price range offered

Quality Comfort & Fits

Design

Zara

Mango

Marks & Spencers

Mother Earth

Westside

11.1 Catalogue

12. Bibliography

References

1. Noel Mark Noël (2014).A benchmark process for measuring consumer perceptions of total

quality. International Journal of Market Research Vol. 56 Issue 2

2. Banytė, Žaneta Paunksnienė and Aušra Rūtelionė (2007). Peculiarities of Consumer Perception

in the Aspect of Marketing to Women. ISSN 1392-2785 Engineering Economics. No 1 (51)

3. Tefan Hampel , Daniel Heinrich & Colin Campbell (2012). Is An Advertisement Worth The

Paper It’s Printed on?. Journal Of Advertising Research , March 2012.

Sources

• Rasul Bailay (2014). Fabindia to introduce Western wear brand 'Fabel' next week. Economic

Times (17, April)

• Team Grazia. (2014). Fabindia launches Fabels. Grazia (25, April)

• Ajita Shashidhar . (2014). Fabindia gears up to follow high-growth path. Business Today (18,

April)

• Fabindia Official website

• web.b.ebscohost.com