consumer behaviour towards readymade garments with reference to ITC

CONSUMER BEHAVIOUR WILLS LIFESTYLE

1.1 THEORETICAL BACKGROUND OF THE STUDY:

MARKETING RESEARCH

Marketing Research has wider meaning and scope. It is the

systematic gathering, recording and analyzing of data about problems

connected with the market place, i.e. problems relating to product, price,

place and promotion of the 4 P’s of the marketing mix.

The American Marketing Association defines Marketing Research

as follows:-

Marketing Research is the function which links the customer,

consumer and public to the marketer through information used to

identify and define marketing opportunities and problems; generate

refine and evaluate actions; monitor marketing performance; and

improve understanding of marketing as a process.

Marketing Research is concerned with all those factors which

have a direct impact upon the marketing of products and services. It is

the study of any part of total marketing process. In concentrates on the

study of product planning and development, pricing, policies,

effectiveness of personal selling, advertisement and sales promotion,

competition and the entire area of buyer behaviour and attitudes in

the market place.

CONSUMER BEHAVIOUR

C.B. is defined as the behaviour that consumers display in

searching for, purchasing, using, evaluating and disposing of products

and services that they expect will satisfy their needs. Consumer

behaviour comes under marketing branch.

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE 1


The study of consumer behavior dwells from various themes the

important once are discussed below: -

Buying motive

Buying roles

Major factors influencing buying behavior

Working towards enhancing customer satisfaction

The five stages in consumer buying process

The aim of marketing is to meet and satisfy target customers’

needs and wants. The field of Consumer behavior studies how

individuals, groups, and organizations select, buy, use, and dispose of

goods, services, ideas, or experiences to satisfy their needs and desires.

Understanding consumer behavior and “knowing customers” is never

simple. Customers may say one thing but do another. They may not be in

touch with their deeper motivations. They may respond to influences that

change their mind at the last minute. Marketing and environmental

stimuli enter the buyer’s consciousness. The buyer’s characteristics and

decision processes lead to certain purchase decisions. The marketer’s task

is to understand what happens in the buyer’s consciousness between the

arrival of outside stimuli and the purchase decisions. It has been aptly

said that the field of consumer behavior holds for various categories of

people such as the consumers, marketers and students of marketing.

All the firms have started considering “customer” as the “king or

queen”. Today, the market place is flooded with many new players

including the host of MNCs resulting in the availability of more number

of brands in every segment of the market. On account of this, the



customer has started becoming choosy about what to buy. Thus, all firms

are becoming not only customer focused but are also trying to build

relationships with them. This is done by continuously updating

knowledge, information and understanding of the customer’s needs and

expectations.

Awareness that is displayed by the firms have made consumers take more

interest in their own consumption related decisions. They are keen top

gain more knowledge about taking various decisions related to products

and the promotional influences that persuade them to buy.

Marketers have woken up to the reality that they exist in a competitive

environment, and therefore have to be more customer focused. On the

one hand, the firms are facing liquidity problems, followed by a rising

rate of inflation along with increasing competition eating into their

margins and sales. On the other hand, marketers have observed that the

choice empowered customer cannot be taken for granted. This is

particularly true because of the rapid rise in the average customer’s

earnings, as well as a sharp drop in the savings rate- resulting in a huge

amount of disposable income to be spent on products and services.Having

a better understanding of consumer behaviour will help companies

become better than their competitors. They will be able to predict the way

a consumer may react to a given set of cues, and thus they will be able to

plan their marketing programs or strategies accordingly.

BUYING MOTIVES

A customer purchases a particular product or service because of a strong

inner feeling or force which instills in him a strong desire to have



possession of the same. A buying motive can be said to be all the desires

considerations and impulses which induce a buyer to purchase a given

product. Basically, buying motives are of two kinds:

1. Product motives.

2. Patronage motives.

PRODUCT MOTIVES

The impulses, considerations, and desires that induce a person to be

positively inclined to purchase a product is called product motive. The

product is inclusive of the attributes i.e. color, size, attractive design,

package, price etc, which may be the reasons behind product motives.

Product motives can be classified on the basis of the nature of satisfaction

sought by the buyer. Based on this classification, we can have two

categories of product motives:

1. Emotional product motives.

2. Rational product motives.

Emotional product motives: Emotional product motives are those

impulses which persuade a customer to purchase a product spontaneously

without giving prior thought to the consequences of the action or

decision. Evaluation of the pros and cons of the decision or logical

reasoning and analysis is not pertinent in these purchase decisions. Here,

the buyer lets the heart rule over the mind.

Rational product motives: Rational product motives, on the other hand,

involve careful reasoning and logical analysis of the intended purchase.

The buyer will work out whether it is worthwhile to purchase the product.



The buyer will carefully think and work out the valid and relevant reasons

to justify the proposed purchase of the product.

However, sometimes it has been observed that some product motives may

be a mixture of emotion and rationality. In such a case, a buyer may react

quickly to a situation and make an impulsive buying decision but there

could be some conscious reasoning behind such a purchase. So a more

logical way of classifying product motives is by adding two dimensions

to the product motives- utility and prestige.

PATRONAGE BUYING MOTIVES:

Why do buyers purchase from specific shops? What are the

considerations or factors which persuade the buyers to display such

patronage? These questions can be answered by understanding buyer

patronage motives. Patronage motives can also be categorized into two

groups namely, emotional patronage motives and rational patronage

motives.

Emotional patronage motives: Emotional patronage motives are those

impulses which motivate or persuade a buyer to purchase from specific

shops. There may be no logical reasoning behind his decision to purchase

from a particular shop. He may simply decide to buy from his “most

preferred” shop, merely based on subjective reasons.

Rational patronage motives: If a buyer solicits a particular shop after

following a logical reasoning of the mind, this is called rational patronage

motives. He may select a shop because it offers a variety of products, or

stocks the latest designs and models, or assures prompt delivery and good

after sales service.



As mentioned earlier, even patronage motives can be a

combination of emotional and rational motives.

BUYING ROLES

A big task for the marketer is to identify the target buyers of a

particular new product. The marketer has to know who makes the buying

decision for the particular product category. Very often, most of the

purchase decisions involve a Decision Making Unit (DMU) comprising

of more than one person. So he has to understand the roles of the various

people involved in the decision making process. There are five different

types of roles that people play in a buying decision. They are as follows:

Initiator: The person who first suggests the idea of buying the

product or service.

Influencer: The person whose view or advice influences the

decision.

Decider: The person who decides on any component of a buying

decision: whether to buy, what to buy, how to buy, or where to

buy.

Buyer: The person who makes the actual purchase.

User: The person who consumes the product or service.

It will be very useful for the company if it is able to identify the roles of

the persons involved in the decision making process. This is because this

information will help them in designing the product, allocate funds for the

promotional budget, work out the communication media, and decide for

whom the message is to be directed.

Buying Behaviour: Consumer decision making varies with the type of

buying decision. The decisions to buy toothpaste, a tennis racket, a



personal computer, and a new car are all very different. Complex and

expensive purchases are likely to involve more buyer deliberation.

WORKING TOWARDS ENHANCING CUSTOMER SATISFACTION

In the existing business environment, markets are turbulent and

customer needs are fast changing. Therefore, companies should opt for

ways to add value for their customer by offering products or services just

the way they want it. When the customer has to choose from a large

number of options, features, pricing structures and various delivery

methods, offering a unique product to every individual customer will go a

long way in adding value to the consumer decision making process.

Customer satisfaction is a continuous process which does not begin or

end with a purchase. It covers the entire ‘ownership experience’ from

selecting a product, to purchase, to aftercare to a repeat purchase. Thus,

there are three stages in the customer satisfaction process, namely:

1. Pre sales: During this stage, the customer’s expectations are

developed through the various information sources like

advertising, word of mouth and so on.

2. During sales: When the customer is engaged in experiencing how

to deal with enquiries and sell products.

3. After sales: This refers to the period where the customer has

started using the product

4. The pre-sales period: This refers to clear, useful information on:

The product or service.

Its quality aspect.

Its core benefits or advantages.

Its price



Its availability or sales outlet.

How to obtain it.

During sales period:

Opportunity to inspect the products.

Provision of an attractive sales environment.

Courteous and effective service.

Reasonable and reliable delivery.

Enhancing quality of goods or services.

Prompt reply in case of complaint receipt.

Freedom to choose with undue sales pressure.

The After sales period:

If required necessary support or advice must be provided.

Prompt replacement or refund if necessary.

A smooth and straight forward complaint procedure.

Efficient repair and maintenance service.

Efficient and effective consumer follow-up process.

From the above points, it is seen that consumer satisfaction goes

beyond the core product or service offering. Marketing decision

makers must start by trying to understand the elements which

together will determine the satisfaction levels. They must then list

the elements in a proper sequence so as to identify what is to be

done to increase the customer’s satisfaction level. This can be done

only if the marketers involve a system which facilitates interaction

with their customers. These interactions will prove to be equally

important as



the quality of the core product or service offered by the company in

the long run.

MAJOR FACTORS INFLUENCING BUYING BEHAVIOR

Personality-An individual’s personality relates to perceived personal

characteristics that are consistently exhibited, especially when one acts in

the presence of others. In most, but not all, cases the behaviors one

projects in a situation is similar to the behaviors a person exhibits in

another situation. In this way personality is the sum of sensory

experiences others get from experiencing a person (i.e., how one talks,

reacts). While one’s personality is often interpreted by those we interact

with, the person has their own vision of their personality, called Self

Concept, which may or may not be the same has how others view us.

CULTURAL FACTORS

Culture:

Exert the maximum influence on consumer behavior. Culture is the basic

determinant of a person wants. It refers to a set of learnt beliefs, values,

attitudes, customs, habits and other forms of behavior that are shared in

society.

Sub Culture:

Each culture consists of smaller subcultures that provide more specific

identification and socialization for its members. They are four types of

subcultures they are :

NATIONALITY GROUPS



RELIGIOUS GROUPS

RACIAL GROUPS

GEOGRAPHIC GROUPS

Social Class:

It is the divisions of people in the society, which are hierarchically

ordered, and its members share similar values and behavior.

SOCIAL FACTORS

Reference Group

They are the social, economic or professional groups that have a direct or

indirect influence on the person’s attitudes or behavior. Consumers accept

information provided by their peer groups on the quality, performance,

style etc of a product. These groups influence the person’s attitudes and

expose them to a new behavior.

Family

It is the most influential group as the attitudes, habits and values are

shaped by the family’s influence. The members of family play different

roles such as influencer, decider, purchaser and user in the buying

process.

Roles and Status

Roles represent the position we feel we hold or others feel we should

hold when dealing in a group environment. These positions carry certain

responsibilities The consumers buying behavior is also influenced by the



roles and status of person. It influences a person in taking a certain

decision.

PERSONAL FACTORS

Age

According to Russell People buy different goods and services over their

lifetime. The lifecycle of a person is infancy, adolescence, teenage, adult

middle age and old age. In each stage the persons buying behavior is

different. The person is dependent on others during the first three stages,

then in the next stage he not only takes decisions but also influences

others buying decisions and in the last stage of the life cycle the decisions

are again made by others.

Occupation

It also influences his or her consumption pattern because occupation

decides his ability to buy For example – A blue-collar worker will buy

work clothes and work shoes while a company’s president will buy

expensive suits, club memberships and a luxury car.

Economic Circumstances

Products choice is greatly affected by ones economic circumstances.

People’s economic circumstance consists of their spend able income,

savings, assets, debts, borrowing power and attitude towards spending

versus saving.

Lifestyle



It is the pattern or way of living of a person. This will be indicated

through the person’s activities, interests and opinions. Hence he will

chose products according to his lifestyle.

PYSCHOLOGICAL FACTORS

Motivation- Motivation relates to our desire to achieve a certain

outcome. For instance, when it comes to making purchase decisions

customers’ motivation could be affected by such issues as financial

position (e.g., Can I afford the purchase?), time constraints (e.g., Do I

need to make the purchase quickly?), overall value (e.g., Am I getting my

money’s worth?), and perceived risk (e.g., What happens if I make a bad

decision?).Psychologists have developed theories of human motivation.

The best three motivation theories are given by Sigmund Freud, Abraham

Maslow and Frederick Herzberg.

Perception

A motivated person is ready to act. How the motivated person actually

acts is influenced by his or her perception of the situation. To perceive is

to see, to hear, to touch, to taste, to smell and to sense something so as to

find meaning in the experience. People can emerge with different

Perceptions of the same object because of three perpetual processes that

is selective retention, selective attention and selective distortion.

Learning

Involves changes in an individual’s behavior arising from experience or

practice. Most human behavior is learned. It is produced through the

interplay of drives, stimuli, cues, responses and reinforcement.



Beliefs and Attitudes

A belief is a descriptive thought that a person holds something. Through

doing and learning, people acquire beliefs and attitudes. These in turn

influence their buyer behavior. The beliefs may be based on knowledge,

opinion, or faith. They may or may not carry an emotional charge.

An attitude is a person enduring favorable or unfavorable evaluations,

emotional feelings, and action tendencies toward some object or idea.

People have attitudes toward almost everything: religion, politics, clothes,

music, food and so on. Attitudes put them into a frame of mind of liking

or disliking an object.

THE FIVE STAGES IN CONSUMER BUYING PROCESS

Problem Recognition

The buying process starts when the buyer recognizes a problem or need.

The need may be activated by internal or external stimuli. The intensity

of want will indicate the speed at which the person will move to fulfill it.

Information Search

An aroused customer will be inclined towards the search for information

until the desired product is known and available. The person will also

search for information until the desired product is known and available.

The person will also search for information relating to the brand, its

location and the manner of obtaining the product.



Evaluation of Alternatives

This is an important stage in the process of buying where several

decisions are taken in the evaluation process.

The basic consumer evaluation process is as follows –

Firstly – The consumer is trying to satisfy a need.

Secondly – He is looking for certain benefits from the product.

Thirdly – He sees a product as a bundle of attributes.

Purchase Decision

While the customer is evaluating the alternatives the person will have

preferences among the various brands, a liking towards a particular brand

will lead to the purchase of the product thus a prospective buyer heads

towards final selection.

Post Purchase Behavior

Once the product has been purchased the consumer will experience some

level of satisfaction and dissatisfaction. If the derived satisfaction is as

per expected satisfaction then it will lead to brand preference and brand

loyalty leading to future purchases. If the purchase does not yield derived

satisfaction then the customer becomes dissatisfied and will lose its

preference.



1.2 INDUSTRIAL BACKGROUND OF THE STUDY AND C.I.

TEXTILE INDUSTRY

THE Indian Textiles Industry has an overwhelming presence in the

economic life of the country. Apart from providing one of the basic

necessities of life, the textiles industry also plays a pivotal role through its

contribution to industrial output, employment generation, and the export

earnings of the country. Currently, it contributes about 14 percent to

industrial production, 4 percent to the GDP, and 17 percent to the

country’s export earnings. It provides direct employment to over 35

million people, which includes a substantial number of SC/ST, and

women. The Textiles sector is the second largest provider of employment

after agriculture. Thus, the growth and all round development of this

industry has a direct bearing on the improvement of the economy of the

nation.

The Indian textiles industry is extremely varied, with the hand-spun and

Ihand-woven sector at one end of the spectrum, and the capital intensive,

sophisticated mill sector at the other. The decentralized power looms/

hosiery and knitting sectors form the largest section of the Textiles sector

The industry has several vast sectors within it, viz, the mill sector, the

clothing or garment sector, the handloom sector and the power loom

sector. Each of these sectors employs lakhs of workers and also

contributes significantly to the national economy. The tradable

commodities under textiles include readymade garments (clothing),

cotton yarns, fabrics, silk and woolen products, etc.

GARMENT SECTOR



The garment sector, however, has emerged as the most globalised sector

in the world today. This sector alone employs about 4.3million workers.

A large segment of the garment sector comprises of a vast domestic

market, while another significant segment caters to the export market.

Most of the units producing for exports are in Tirupur, Delhi and

Mumbai. According to the ministry of commerce, 53per cent of the total

textile exports in 2007-2008, was from the garment sector alone. Nearly

80 per cent of Indian clothing exports go to the USA and the EU where

they face quota restrictions. Apart from agriculture and Patents, textiles

and clothing in particular are the murkiest elements on the stage of world

politics. The struggle on these two sectors continued throughout the

Uruguay round for eight years. Textiles and clothing still remain as the

most contentious issues.

WHAT IS RETAILING?

Retailing is a distribution channel function where one organization buys

products from supplying firms or manufactures the product themselves,

and then sells these directly to consumers. A retailer is a reseller (i.e.,

obtains product from one party in order to sell to another) from which a

consumer purchases products. Restaurants, supermarkets, banks, mail-

order catalogs are all retailers .Retailing is the final link in the marketing

channel bringing products and services from the producers and providers

to consumers. As a reseller, retailers offer many benefits to suppliers and

custom For consumers the most important benefits relate to the ability to

purchase small quantities of a wide assortment of products at prices that

are considered reasonably affordable and at right place also. For suppliers

the most important benefits relate to offering opportunities to reach their



target market, build product demand through retail promotions, and

provide consumer feedback to the product marketer. ers.

EVOLUTION OF RETAILING

The development of shopping malls can be traced back to 1850’s, when

the first Department store was opened in Paris starting the era of mass

consumption. Mass Production and consumption rationalized and

industrialized shopping .The development of department stores meant

major transforms in the landscape of cities. Commercial activities moved

from public streets to privately owned buildings. Department stores

changed the concept of shopping and liberated people to enjoy

it .Understanding the categories is very important because successful

strategies and tactics vary from one type or retailer to the next, and

knowing what kind of store is to be run is the first step in designing the

marketing programs

RETAILING INDUSTRY IN INDIA

Even though India has well over 6 million retail outlets of all

sizes and styles (or non-styles), the country sorely lacks anything

that can resemble a retailing industry in the modern sense of the

term. This presents international retailing specialists with a great

opportunity.

The India Retail Report 2009 compiled by research group Images

F&R Research is again optimistic about Indian Retail Industry.

As per the report, spiralling income and rising economic growth

(I don’t know where it is) will fuel the growth of industry and it

will touch Rs. 18,10,000 crore by 2010. Organized Retail is



expected to constitute 13% of it i.e. Rs. 2,30,000 crore. The report

says that though people are perceiving that organized retail will

hit mom & pop format hard, but modernizing retail will generate

employment for 15 million people in different activities. Food and

grocery dominated the retail segment with 59.5 per cent share

valued at Rs 7,92,000 crore, followed by clothing and accessories

with a 9.9 per cent share at Rs 1,31,300 crore.

Retailing in India is thoroughly unorganized. There is no supply

chain management perspective. According to a survey by AT

Kearney, an overwhelming proportion of the Rs. 300,000 crore

retail market is UNORGANISED. In fact, only a Rs.30,000 crore

segment of the market is organized.

As much as 94 per cent of the 6 million-plus outlets are smaller

than 500 square feet in area. This means that India per capita

retailing space is about 2 square feet (compared to 16 square feet

in the United States). India's per capita retailing space is thus the

lowest in the world (source: KSA Technopak (I) Pvt Ltd, the

India operation of the US-based Kurt Salmon Associates).

Just over 9 per cent of India's population is engaged in retailing

(compared to 20 per cent in the United States). There is no data

on this sector's contribution to the GDP.

The first challenge facing the organised retail industry in India is:

competition from the unorganised sector. Traditional retailing has

established in India for some centuries. It is a low cost structure,

mostly owner-operated, has negligible real estate and labour costs



and little or no taxes to pay. Consumer familiarity that runs from

generation to generation is one big advantage for the traditional

retailing sector.

In contrast, players in the organised sector have big expenses to

meet, and yet have to keep prices low enough to be able to

compete with the traditional sector. High costs for the organised

sector arises from: higher labour costs, social security to

employees, high quality real estate, much bigger premises,

comfort facilities such as air-conditioning, back-up power supply,

taxes etc. Organised retailing also has to cope with the middle

class psychology that the bigger and brighter a sales outlet is, the

more expensive it will be.

India's first true shopping mall – complete with food courts,

recreation facilities and large car parking space – was inaugurated

as lately as in 1999 in Mumbai. (this mall is called

"Crossroads").Local companies and local-foreign joint ventures

are expected to more advantageously positioned than the purely

foreign ones in the fledgling organised India's retailing industry.

These drawbacks present opportunity to international and/or

professionally managed Indian corporations to pioneer a modern

retailing industry in India and benefit from it.

The prospects are very encouraging. The first steps towards

sophisticated retailing are being taken, and "Crossroads" is the

best example of this awakening. More such malls have been

planned in the other big cities of India.



.1 RESEARCH DESIGN-

Marketing research design is the specification of procedures for

collecting and analyzing the data necessary to help identify or react to a

problem or opportunity such that the difference between the cost of

obtaining various levels of accuracy and the expected value of the

information associated with each level of accuracy is maximized.

The type of research used in this project is a descriptive research design.

The descriptive study is a fact finding investigation with adequate

interpretation. It is the simplest form of research. It focuses on particular

aspects or dimensions of the problem studied. It is so designed that it

gathers descriptive information and provides information for formulating

more sophisticated studies. A descriptive study objective aims at

identifying the various characteristics of a company’s problem

2.2 Title of the study-

A STUDY ON CONSUMER BEHAVIOUR TOWARDS,

READYMADE GARMENTS with special reference to WILLS

LIFESTYLE BANGALORE.

2.3 STATEMENT OF THE PROBLEM

ITC limited had entered into manufacturing of the readymade garment in

the year 2000 under the brand name of Wills Lifestyle and for the same

had the problem of creating awareness in the garment industry which had

already been occupied by various other brands. The consumer had

different preference perception towards the brand Wills Lifestyle in the

market. Therefore a study was chosen to analyse the amount of awareness



that had been created by them and the consumer behaviour towards the

product( Readymade garments) manufactured by them is studied.

2.4 OBJECTIVES OF THE STUDY

a) To study the shopping behavior the consumer from specialty shop.

b) Customer’s attitude and perception towards Wills Lifestyle store.

c) Customer’s expectation and satisfaction levels.

d) To offer suggestion based on the findings.

2.5 NEED FOR THE STUDY

The basic purpose of this study is to analyse the consumer behaviour

towards readymade garments with special reference to WILLS

LIFESTYLE. In the study researcher analyses the behaviour of the

consumer buyer to understand the new opportunities in the market for the

improvement of sales and consumer satisfaction towards the product.

Thus the overall need for the study is to suggest a new marketing strategy

by analysing marketing opportunities towards WILLS LIFESTYLE.

2.6 SCOPE OF THE STUDY

This study is based on a survey conducted in Bangalore city, so it

confirms itself to the analysis of various consumers. It covers information

gathered from the present and future potential customers of Wills

Lifestyle as well as from the respondents who have expressed their views

on readymade garments. The study emphas is on brand awareness and

consumer behaviour towards wills lifestyle product (readymade

garments).



2.7 RESEARCH INSTRUMENT

Research instrument is an instrument through which data is collected as

accurate as possible. It should be easy to use convenient for obtaining

data and the researcher should find it easy to gather accurate data using

this instruments used in research are-

QUESTIONNAIRE: questionnaire is a popular means of data collection

instrument. A questionnaire uses a structured, standardized format of data

collection to record verbal responses to questions. Particularly when the

population to be covered is very large and the study wishes to collect data

about specific aspects of consumers awareness, attitude, opinions, prior

and present behavior, it is recommended to design a questionnaire. The

exact format and sequence of the questionnaire will greatly depend on the

study objective and the method of administration of the questionnaire.

Types of questions used to frame the questionnaire:

Open ended questions:- Open ended questions leaves the respondents

free to offer any replies that seem appropriate in light of the questions.

Multiple choice questions:- It presents either in the question proper or

immediately following the question, the list of possible answers from

which the respondent must choose.

Dichotomous questions:- It represents an extreme form of the multiple

choice question, allow only two responses, such as “yes-no”, “agree-

disagree”, “male-female” and “did-did not”.

Structured Direct interview:



A formal questionnaire consists of structured and direct form of

questions. The interviewer is instructed to ask the persons those questions

only in the order given in the questionnaire. This mode of data collection

is structured and direct in nature.

MAIL SURVEY : This instrument is a questionnaire but it is sent by mail

and response is also obtained by Mail, However, the response could be

low.

Apart from this there are also other mechanical or electronic

devices which are also used for getting data.

Here Questionnaire was designed with open-end and close-end questions.

The questionnaire was designed in such a manner so as to cater to all the

areas and aspects the study.

2.8 DATA SOURCES

Primary data

The data which is collected directly from the consumer by

communicating with them. It helps to know the attitudes and opinions of

people, awareness and knowledge, behaviour etc. Contacting the sample

members and then getting the required information by using observation

and communication collects this data. There are some data collecting

instruments.

These are :

a. Survey Method

b. Observation Method

c. Experience Method.



SURVEY METHOD - Survey is most commonly used method of primary

data collection in marketing research. This method has been used because

of its extreme flexibility. Survey research is the systematic gathering of

data from respondents through questionnaire.

The purpose of survey is to facilitate understanding or enable

prediction of some aspects of behaviour of the population being

surveyed. A questionnaire is a formal list of questions to be answered in

the survey. In the survey method for collecting primary data three

techniques can be used. These are :

Personal Interview

Telephone Interview

Mail Interview

Primary data was collected through an interview with the help of a

structured questionnaire, which contained queries that were relevant to

the purpose of the study as well as pertinent; industry related questions.

the present study questionnaire makes use of both open ended and close

ended questions.

Secondary Data

Secondary data is the information which already exists. These are

data which can be collected from internal and external sources apart from

the information collected from the field. Secondary data can be collected

from the following sources:-

GOVERNMENT - Records, Generals, Books, Magazines etc.



COMMERCIAL - Market research companies, Add agencies and private

data collection agencies.

MISCELLANEOUS SOURCES - These are other sources like old Projects,

Public articles, Files and Books.

INTERNAL SOURCES - Company resources, Balance sheet, Catalogs and

Brochures etc.

-The secondary data for this research was obtained from textbooks,

brochures and internet. Very little research specific data was available;

hence much emphasis was given to primary data.

2.9 PLAN OF ANALYSIS:

The data collected was tabulated and percentage were determined

the interpretation are presented in form of graph and charts.

Conclusions have drawn and suggestions have been made to the

best of knowledge.

All the work is done under the assumption that the data collected

from the respondents was accurate. Throughout the survey and

throughout the time the report was prepared, errors and mistakes

have been made minimal despite the knowledge o the fact that with

a sample size of 100, various hindrances are bound to occur.

Summary of findings have been recorded and suitable suggestion

are given to improve the business at Wills Lifestyle.



Utmost care has been taken while preparing this report to see that it

can be clearly understood by the reader as well as beneficial for the

company.

2.10 SAMPLING PROCEDURE

Sampling procedure is a total procedure of selecting the sample size

and following the steps is involved in sampling:

Defining the population

Identifying the sampling frame

Specify the sampling method

Determining the sample size

Specify the sampling unit

Specify the sampling plan

Select the sample.

Sample is a small portion of the total, which can be taken to study

the characteristic of the total. The total is called the entire population or

universe and the representative is called sample. For example, if we have

to study characteristic of two wheeler purchase among college student in

Bangalore, the total population or universe could be approximately

50,000. The sample could be 100 or 150 student, we are going to interact

are called sample. When we will interview them they will show some

characteristic. These can be assumed as characteristic of total.

METHODS OF SAMPLING :

Generally sampling can be of two broad categories that are probability

and non-probability sampling.



1. PROBABILITY SAMPLING :

Probability sample is chosen in such a way that each member of

universe have known chances of being selected for a sample. Frequently

techniques are Simple Random sampling, Systematic sampling, Stratified

Random Sampling, Cluster sampling.

SIMPLE RANDOM SAMPLING - In this each member of the population

has a known and equal chance of being selected. For example, if we

have to select 20 brands of any products out of 100 then we can put

100 chits in a box and pick up 20.

SYSTEMATIC SAMPLING - In this method the numbers are chosen in a

systematic way such that each person has a known chance being

selected. For example, if we want to select 25 customers of pizza out

of 75 in Bangalore, then every 5th customer can be selected. This

method is simple to select the sample size .

. NON PROBABILITY SAMPLING

In no-probability sampling the chance of a particular unit being

selected is unknown, that means the probability of selection is not clear.

There are three types of non-probability sampling.

JUDGMENT SAMPLING - The main characteristics of judgment

sampling are those units or elements in the population are purposively

selected. It is because of this that judgment samples.

CONVENIENCE SAMPLING - In this method the sample units are chosen

on the basis of convenience to the investigator.

QUOTA SAMPLING - In this method the universe is divide into various

strata and the sampling unit are chosen.



CURRENT SAMPLING PLAN:

SAMPLING PROCEDURE: Random sampling

SAMPLING SIZE: 100 respondents

GEOGRAPHICAL COVERAGE: Bangalore

2.11 LIMITATIONS OF STUDY

This being an academic study, it suffers from time and cost

constraints.

The survey was conducted only on 100 respondents.

The analysis of the study is limited to Bangalore city only. Hence it

cannot be generalized in other places.

There are chances of respondents being biased on data, which was

collected through personal survey.



COMPANY PROFILE

3.1 ORIGIN OF THE ORGANISATION

ITC was incorporated on August 24, 1910 under the name of `Imperial

Tobacco Company of India Limited'. Its beginnings were humble. A

leased office on Radha Bazaar Lane, Kolkata, was the centre of the

Company's existence. The Company celebrated its 16th birthday on

August 24, 1926, by purchasing the plot of land situated at 37,

Chowringhee, (now renamed J.L. Nehru Road) Kolkata, for the sum of

Rs 310,000. This decision of the Company was historic in more ways

than one. It was to mark the beginning of a long and eventful journey into

India's future. The Company's headquarter building, 'Virginia House',

which came up on that plot of land two years later, would go on to

become one of Kolkata's most venerated landmarks. The Company's

ownership progressively indianised, and the name of the Company was

changed to I.T.C. Limited in 1974. In recognition of the Company's

multi-business portfolio encompassing a wide range of businesses -

Cigarettes & Tobacco, Hotels, Information Technology, Packaging,

Paperboards & Specialty Papers, Agri-Exports and Lifestyle Retailing -

the full stops in the Company's name were removed effective September

18, 2001. The Company now stands rechristened “ITC Limited”

3.2 GROWTH & DEVELOPMENT OF THE ORGANISATION

In 1979, ITC entered the Paperboards business by promoting ITC

Bhadrachalam Paperboards Limited, which today has become the market

leader in India. In 1985, ITC set up Surya Tobacco Co. in Nepal as a joint

venture with the reputed Soaltee group. In August 2002, Surya Tobacco



became a subsidiary of ITC Limited. Its name was changed to Surya

Nepal Private Limited (Surya Nepal).

In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper

manufacturing company and a major supplier of tissue paper to the

cigarette industry. The merged entity was named the Tribeni Tissues

Division (TTD). To harness strategic and operational synergies, TTD was

merged with the Bhadrachalam Paperboards Division to form the

Paperboards & Specialty Papers Division in November, 2002.Also in

1990, leveraging its agri-sourcing competency, ITC set up the

International Business Division (IBD) for export of agri-commodities.

The Division is today one of India's largest exporters.

In 2000, ITC's Packaging & Printing business launched a line of high

quality greeting cards under the brand name 'Expressions'. In 2002, the

product range was enlarged with the introduction of Gift wrappers,

Autograph books and Slam books. The Expressions Paperkraft range of

premium stationery products was rolled out in 2003. ITC also entered the

Lifestyle Retailing business with the Wills Sport range of international

quality relaxed wear for men and women in 2000.

The Wills Lifestyle chain of exclusive stores later expanded its range in

2002 to include Wills Classic formal wear and Wills Club life evening

wear. ITC also initiated a foray into the popular segment with its men's

wear brand, John Players in 2002.

ITC entered the branded packaged Foods business in 2001 with the launch

of the Kitchens of India brand of premium ready-to-eat gourmet cuisines.



In 2002, ITC's philosophy of contributing to enhancing the competitiveness of

the entire value chain found yet another expression in the Safety Matches

initiative. ITC's foray into the marketing of Incense sticks in 2003 marked the

manifestation of its partnership with the cottage sector

2004

-ITC's Wills Lifestyle unveiled its fall/winter collection here on Jan 6.

The collection, featuring Wills Classic formal wear, Wills Sport relaxed

wear, Wills Clublife evening wear, and fashion accessories from Furla and

Valentino from Italy, is available at ITC's Wills Lifestyle store near

Nagarjuna Circle.

In 2008-

THE sales of ITC had amounted to $2.98 billion and it made profits worth

$0.64 billion. Its assets were worth $3.57 billion and its market value was

around $19.01 billion. Today ITC provides its products and services in five

separate categories – fast moving consumer goods, agri-businesses, hotels,

information technology and paperboards and packaging. In fast moving

consumer goods section ITC offers cigarettes, education and stationery,

foods, safety matches, lifestyle retailing, incensesticks and personalcare.

In hotels section there are a number of hotels of ITC across India. There are

several brands of hotels run by ITC but major group is Welcomgroup. Hotels

of ITC also have some well known restaurants like Bukhara, DumPukht and

Dakshin that provide branded food. In paperboards and packaging section

ITC offers paperboards and specialty papers and packaging services.



ITC’S WILLS LIFESTYLE

ITC's Wills Lifestyle is the largest retail chain of premium apparel with

48 outlets across the country. ITC Limited launched Wills Lifestyle with

technical expertise from ADIG (American Design Intelligence Group), a

company with worldwide experience in store designing and

merchandising. The first Wills Lifestyle store in up-market South

Extension, New Delhi, continues to be the design format for all the stores

that have opened thereafter. An international ambience, achieved by the

extensive use of glass, steel and granite, provides the perfect backdrop for

a leisurely, international and thoroughly satisfying shopping experience.

Customers can pick a complete wardrobe, with the assistance of fashion

literate staff, trained to be unobtrusive yet helpful. The store also offers a

convenience unmatched in today's retail world.

3.3 PRESENT STATUS OF THE ORGANISATION

ITC’s Lifestyle Retailing Business Division has established a nationwide

retailing presence through its Wills Lifestyle chain of exclusive specialty

stores. Wills Lifestyle, the fashion destination, offers a tempting choice of

Wills Classic work wear, Wills Sport relaxed wear, Wills Clublife

evening wear, fashion accessories, Essenza Di Wills – an exclusive range

of fine fragrances and bath & body care products for men and women and

Fiama Di Wills – a range of premium shampoos and shower gels. Wills

Lifestyle has also introduced Wills Signature, designer wear by leading

designers of the country.



VISION

"Sustain ITC’s position as one of India’s most Valuable Corporation

through world class performance, creating growing value for the Indian

economy and the company’s stakeholders"

MISSION

“To enhance the wealth generating capability of the enterprise in a

globalizing environment, delivering superior and sustainable stakeholder

value.”

THE WILLS LIFESTYLE BRAND

Wills Lifestyle has been established as a chain of exclusive specialty

stores providing the Indian consumer a truly international shopping

experience through world-class ambience, customer facilitation and

clearly differentiated product presentation. Our stores have established

themselves as preferred shopping destinations in the prime shopping

districts across the country. At Wills Lifestyle, customers can browse at

leisure, and shop in a relaxed and pleasing atmosphere. The use of space

is refreshing, which is reflected even in the spacious changing rooms.

Every store offers an international retailing ambience with the extensive

use of glass, steel and granite, reflecting the most contemporary trends in

store design, thereby creating a splendid backdrop for the premium

offerings. Wills Lifestyle launches two major collections every year -

Spring/Summer in early April and Fall/Winter in October. Each

collection captures the latest trends and styles in formal, relaxed and

evening wear. Wills Lifestyle was named Super brand 2006 by the Super

brands Council of India recently. Wills Lifestyle has been twice declared



'The Most Admired Exclusive Brand Retail Chain of the Year' at the

Images Fashion Awards in 2001 & 2003. Retailer of the Year Award to

Wills Lifestyle in Fashion & Lifestyle category at Asia Retail Congress

2008.Wills Lifestyle rated amongst the top 5 Luxury brands in the

country in a Global Luxury Survey conducted by TIME Magazine.

Wills lifestyle presents new range in winter 2008 collection-

Mr. Atul Chand, Divisional Chief Executive, ITC’s Lifestyle Retailing

says, “The Wills Lifestyle Autumn Winter 2008 collection is refined,

stylish and sophisticated. Keeping In line with the latest international

trends, the look is luxurious with refreshing colours and chic styles. The

collection is truly world class and provides our discerning consumers

with the very best for the season.”

2009- Wills lifestyle announced spring/summer 2009 collection.

wills sport summer collection is Exciting vibrant and full of energy this

spring summer. it has also launched glamours collection for men. It

includes yarn dyes focused on neutral bases with bright color stripes.

0n 28 Feb. 2009- ITC personal care business launched the first book in

the Di Wills series essence of hair at the salon De wills during wills

lifestyle India fashion week autumn winter 09 in NEWDELHI

Wills Lifestyle – Classic:

This season Wills Classic, new age formal wear, presents a story of

elegance and sophistication.



LIFESTYLE RETAILING

Over the last three years, ITC’s Lifestyle Retailing Business Division has

established a nationwide retailing presence through its Wills Lifestyle

chain of exclusive specialty stores. Beginning with its initial offering of

Wills Sport premium relaxed wear from the first store at South Extension,

New Delhi in July 2000, ITC has in a short span of time expanded its

basket of offerings to the formal segment with Wills Classic formal wear

and to the social evening segment with Wills Clublife, evening wear.

With a distinctive presence across segments at the premium end, ITC has

now initiated a foray into the popular segment with its men’s wear brand

‘John Players’ – thereby aspiring to build a dominant presence in the

apparel market through a robust portfolio of offerings.

ITC’s ‘Wills Lifestyle’ has been established as a chain of exclusive

specialty stores providing the Indian consumer a truly ‘International

Shopping Experience’ through a meticulously created world-class

ambience, customer facilitation and clearly differentiated product



presentation. There are currently 48 stores in 38 cities across the length

and breadth of the country and these have established themselves as

preferred shopping destinations in the prime shopping districts.

At the ‘Wills Lifestyle’ store, customers can browse at leisure, and shop

in a relaxed and pleasing atmosphere. The use of space is refreshing in

the ‘Wills Lifestyle’ stores. This is reflected even in the spacious

changing rooms. Every ‘Wills Lifestyle’ store strives to offer an

international retailing ambience with the extensive use of glass, steel and

granite, reflecting the most contemporary trends in store design, thereby

creating a splendid backdrop for the premium offerings. The aim is to

provide an outstanding and relaxed premium buying experience.

‘Wills Sport’ has successfully marketed fashionable premium relaxed

apparel for men and women for seven seasons. ‘Wills Sport’ has now

become the vibrant face of contemporary fashion, presenting the most

definitive "Looks" of the season. In Spring/Summer 2003, for example,

‘Wills Sport’ presented the "Cool Summer Look" – whites and pastels in

soft cotton and fine linen.

India’s Fashion Industry has recognised the brand’s truly world-class

standards and excellence. At Images Fashion Awards 2002, Wills Sport

was declared "The most admired Women’s wear brand of the year", an

indication of the distinctive positioning and identity that the brand has

successfully achieved in the growing western women’s wear market.

Having established a distinctive presence in the premium apparel segment

in a short span of time with Wills Sport premium relaxed wear and Wills

Classic New Age formals, ITC launched Wills Clublife in May 2003 in



the growing evening wear segment, thereby strengthening its portfolio in

the premium segment. The brand is uniquely positioned to complement

the glittering evening life of premium clothes.

ITC’s ‘Wills Lifestyle’ stores complement the range of premium apparel

with a tempting choice of fashion accessories including, by a special

arrangement with international design houses, signature eyewear from

Valentino and designer handbags from Furla.

ITC launched its brand of men’s apparel in the popular segment, ‘John

Players’, in December 2006 to broad-base the array of branded apparel

that the Company offers and

urther strengthen its robust branded garment portfolio. This foray into the

popular segment leverages ITC’s proven competencies in building long-

term trade partnerships and establishing omnipresent brand availability.

The ‘John Players’ range of men’s apparel bears telling testimony to

ITC’s signature attention to minute detail. It Endeavour’s to deliver

unbeatable value to the discerning consumer at competitive prices



ranging from Rs 400 to Rs 900. It is marketed in a uniquely transparent

and see-through packaging that allows the consumer to clearly see the

garments. It therefore facilitates consumer choice, while showcasing and

highlighting the distinct and incremental product value that the brand

brings.

The essence of the brand and its message is that true intrinsic worth will

surely be seen, appreciated and admired. It is this essence that the base-

line of the brand’s advertisement encapsulates: "When you’re sure, it

shows".

With the creation of an international class ‘Wills Lifestyle’ retail chain,

the building of a powerful brand portfolio in the highly competitive

premium market in branded garments, and the impactful launch of ‘John

Players’ in the popular segment, ITC’s Lifestyle Retailing is poised to

grow and build a dominant presence in the country’s fashion industry.

WILLS CLUBLIFE

Glamorous eveningwear that compliments your glittering lifestyle

perfectly. This season Wills Club life presents a story of magical allure.

In inviting colors of the dark. Shimmer and shine create a fascinating

desire.

ACCESSORIES

Wills Lifestyle offers the customer a complete wardrobe of fashion

apparel and accessories. This season a wider choice of accessories will be

offered across ties, cuff links, socks, caps, hand bags, wallets, belts and

eyewear.



With the introduction of premium formal and relaxed jackets in the range,

wills lifestyle will continue to offer the definitive look of the season.

WILLS LIFESTLYLE also offers the customers with ESSENZA DI

WILLS, an exclusive range of fine fragrances and bath & body care

products for men and women.

ABOUT CLUB WILLS

CLUB WILLS the lifestyle privileges programme of wills lifestyle takes

our relationship with our valued customers beyond fine fashion to the

realm of fine living.

CLUB WILLS offers its members:

Rewards points on every purchase

made that can be redeemed against

lifestyles exciting reward options.

Personalized “SMART CHIP”

enabled card that allows earning

and redeeming of points.

EXCLUSIVE INSTORE privileges FOR A shopping experience that is

refreshingly international.Host of LIFESTYLE PRIVILEDGES from

wills lifestyle and its premium partners.

3.4 FUTURE STATUS OF THE ORGANISATION

As the country’s most admired fashion brand. Wills lifestyle looks

forward to an exciting tomorrow of change. Now ITC wills lifestyle

business is targeting a 20% growth for its premium brand in 2009-2010.



Despite the current slowdown the apparel major has taken so many

initiatives like focusing more on production side, co-ordinating on loyalty

programmes in a big way. Wills lifestyle will open 10 new stores in 2009-

10. At present it has 55 stores in 30 cities. It is also looking for revenue

sharing in new malls.

3.5 FUNCTIONAL DEPARTMENTS OF THE ORGANISATION:

PRODUCTION DEPARTMENT

Production is the bias activity of all industrial units. All the other activities

revolve round this activity.

The end product of production activity is the certain of goods and services for

the satisfaction of human wants. According to economics, product is an activity

through which the form utility is either created or enhanced. Wills owns and

operates many manufacturing plans. It also sources from hundreds many other

authorized factories in order to always give customers the right garments at the

right price.At present wills has got four factories in Calcutta, Haryana, Patna,

mumbai.

RESEARCH & DEVELOPMENT DEPARTMENT-

Mumbai factory has its own in house R&D department. They instruct the

control of input of raw material and in the process quality control and checking

of finished goods.

Various tests on improvements to the product, product addition or deletion are

conducted.

In R&D department the importance is given to finest quality garments. From the

sales department they get the information about the market i.e., feedback.



Associates do all material requirements. R&D department gives the quality

specification.

PERSONNAL DEPARTMENT:

Everybody knows that an organisation achieves its ends by a proper utilization

of the monetary, material and human resources at its command. While and

human resource that all the other resources are mobilized and utilized to achieve

organisational objectives. This human resource is the most important of the

resources, without it, an organisation cannot accomplish its objectives.

The number, variety and complexity of the functions of personnel management

raise a question that who should discharge the functions of the personnel

department in an industrial establishment. To begin with, every manager and

every supervisor. To begin with, every manager and every supervisor discharges

some of these functions; for example, the motivation of employees to greater

output and efficiency. Some managers and supervisors are involved in the

selection, appointment and promotion of personnel and in disciplining formal

employees. However, by and large, there is one person who discharges the main

function and co-ordinates certain personnel functions discharged by various

other managers and supervisors.

ORGANIZATIONAL CHART



MANAGING DIRECTOR

CHIEF EXECUTIVE OFFICER

AREA GENERAL MANAGER

AREA MANAGER

ASSISTANT SHIFT MANAGER

SHIFT MANAGER

ANALYSIS & INTERPRATION OF DATA:



Definition of Analysis-

Analysis is the process of breaking a complex topic or substance into

smaller parts to gain a better understanding of it. The technique has been

applied in the study of mathematics and logic since before Aristotle,

though analysis as a formal concept is a relatively recent development.

It is the process of placing data in ordered form, combing them with

existing information’s and extracting meaning from them.

Interpretation is the process of drawing; conclusions from the gathered

data in a study.

Analysis methods should be selected on the basis of whether or not they

will be able to effectively answer the evaluation questions within each

evaluation project. There are a number of considerations when selecting

evaluation methods. The first is to make sure that the methods which are

selected are appropriate and ethical for the groups involved in them.

Appropriate ethical approval processes need to be followed where

required and evaluators need to conform to appropriate ethical standards.

Methods selection in evaluation also needs to be very focused on value

for money in terms of the selection of methods. There are usually limited

evaluation resources and they need to be used wisely. Evaluation methods

should be ‘fit for purpose’ in the sense that they provide the amount of

information required at a level of certainty which is sufficient for the

purpose of the evaluation.

Types of analysis –

In Economics


http://en.wikipedia.org/wiki/Aristotle

http://en.wikipedia.org/wiki/Logic

http://en.wikipedia.org/wiki/Mathematics

http://en.wikipedia.org/wiki/Complexity


Business analysis, involves identifying the needs and determining the

solutions to business problems

Agro ecosystem analysis

Financial analysis, the analysis of the accounts and the economic

prospects of a firm

Fundamental analysis, a stock valuation method that uses financial

analysis

Technical analysis, the study of price action in securities markets in

order to forecast future prices

Price Analysis, involves the breakdown of a price to a unit figure

Market analysis, consists of suppliers and customers, and price is

determined by the interaction of supply and demand

. In Statistics

Analysis of variance (ANOVA), a collection of statistical models

and their associated procedures which compare means by splitting

the overall observed variance into different parts

Meta-analysis, combines the results of several studies that address

a set of related research hypotheses

Time-series analysis, methods that attempt to understand a

sequence of data points spaced apart at uniform time intervals

Other types of analysis-

1. A Narrative Analysis tells a story using a lot of relevant &

descriptive details; usually organized to tell the story in sequence.


http://en.wikipedia.org/wiki/Time-series_analysis

http://en.wikipedia.org/wiki/Meta-analysis

http://en.wikipedia.org/wiki/Analysis_of_variance

http://en.wikipedia.org/wiki/Market_analysis

http://en.wikipedia.org/wiki/Price_Analysis

http://en.wikipedia.org/wiki/Technical_analysis

http://en.wikipedia.org/wiki/Fundamental_analysis

http://en.wikipedia.org/wiki/Financial_analysis

http://en.wikipedia.org/wiki/Agroecosystem_analysis

http://en.wikipedia.org/wiki/Business_analysis


The thesis is often implied, but, preferably, makes some specific,

clearly articulated point about the story being told.

2. A Descriptive Analysis offers a detailed description through

the use of objective or subjective language to describe some object

(a person, place or thing; it may be a “social object” such as

discrimination), & in the process, give the reader some dominant

impression (the thesis) of the thing being described.

3. A Socio-Historical Analysis examines historical events utilizing

social concepts. While a historical analysis is merely a description

of people & events from the past, a socio-historical analysis

examines history using social concepts (see Social Theory below)

such as the industrial revolution, urbanization, democratization,

etc.

4. A Comparative Analysis explains how something is like or

unlike something else. The items compared need to have a basis

of comparison--that is, they need to be enough alike to warrant a

comparison.

5. A SWOT Analysis addresses the strengths, weaknesses,

opportunities, & threats to the topic. This comprehensive type

of analysis addresses a topic w/ the aim of taking action in relation

to the topic. If an analysis demonstrates particular strengths &

weakness, then particular opportunities & threats (actions) are

implied.

6. A "Cause & Effect" Analysis demonstrates how the occurrence

of one event correlates w/ a particular outcome. While there are


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


many types of cause & effect relationships, for most assignments in

the social sciences, the focus should be on social causes and social

effects. It is also reasonable to examine how non-social (e.g.

physical, biological, psychological, etc.) causes also have social

effects.

7. A Sociological Analysis utilizes one of the types of analysis

described here while utilizing social concepts, processes,

theories & one or more sociological paradigms.

8. A Statistical Analysis will generally be used to demonstrate a

"cause & effect" relationship (i.e. a correlation) or a

Comparison. Statistical Analysis should always assume that the

reader does not understand statistics. Thus, Statistical Analysis

should always be accompanied by the appropriate type of analysis,

such as a Comparative Analysis or a "Cause & Effect" Analysis.

9. Document analysis – analysis of documents in order to extract

themes in regard to the topic being evaluated. This can include all

types of documents such as formal reports, minutes of meetings,

memos and print media reports or electronic media transcripts. The

analysis can range from a extraction of general themes to a tight,

specific and detailed analysis. It may use either quantitative

analysis (e.g. counting the number of times that a theme occurs)

and/or qualitative analysis (e.g. identifying the major themes). In

either case it is important to document the criteria which are used

to make decisions about rating and analysing material.



10. Outcomes logic model drawing – drawing outcomes models of

any type that are then used to clarify thinking about all of the steps

which are needed in order to achieve higher-level outcomes. These

models are known by different names including: logic models,

program logics, intervention logics, strategy maps, means-ends

diagrams, results chains etc.

Analysis technique used- Analysis technique followed in this

project is statistical analysis. Here statistical tools like

percentage, average have been used and the collected data has

been analyzed by using diagrams, graphs and charts.

Types of charts used- In the analysis process various types of

charts like column chart, bar chart, cone chart, pie chart, line

chart, doughnut chart and area chart have been used.

Overall percentage of sample size- Because of lack of time

and resources the area covered for taking sample is limited to

“koromangala”. So 4% of total population has been taken into

consideration.

The age of the respondents group vary between 20-40 years &

above and teenagers. So all age group respondents have been

approached for data collection and sampling.

Tabulation of data-The process of tabulation involves

combining and totaling of the collected data. It is one of the data

in readily comprehensive form and attempts to furnish the

maximum information contained in the data in the minimum



possible space, without sacrificing the quality and usefulness of

the data. So tabulation means the systematic presentation of the

information contained in the data, in row and columns in

accordance with some salient features in characteristics.

After tabulation the data must be analyzed. Researcher often uses

statistical interpretation, which concentrates or what is average or what

deviate from the average. Statistical interpretation shows how widely

responses vary, how they are distributed in relation to the variable being

measured. The analyses and interpretation of data may lead the researcher

to accept or reject the hypothesis being selected.



TABLE 4.1 SHOWING THE AGE OF THE RESPONDENTS

AGE NO.OF

RESPONDENTS

PERCENTAGE

Below 20 years 25 25%

20-30 years 40 40%

30-40 years 20 20%

40 and Above 15 15%

TOTAL 100 100%

ANALYSIS-

The above table analysis the age of the respondents at Wills Lifestyle.

40% of the respondents are between the age of 20-30 years, 25% are

teenagers, 20% fall in 30-40 years bracket and 15% of the respondents

are 40 years and above.



CHART 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

INFERENCE-

It is inferred that the respondents are not evenly distributed on the basis

of age and a high percentage of the respondents are in the 20-30 years

age group.



TABLE 4.2 SHOWING THE GENDER OF THE RESPONDENTS

GENDER NO.OF

RESPONDENTS

PERCENTAGE

Male 42 42%

Female 58 58%

TOTAL 100 100%

ANALYSIS

The above table analysis the gender wise classification of the respondents

at Wills Lifestyle.

It is seen that 42% of the respondents are males and 58% are females.



CHART 4.2 SHOWING THE GENDER OF THE RESPONDENTS

GENDER

42%

58%

Male

Female

INFERENCE-

It is inferred that the survey group was not distributed evenly on the bases

of gender and there were more females as compared to males.



TABLE 4.3 SHOWING THE OCCUPATION OF THE

RESPONDENTS

OCCUPATION NO.OF

RESPONDENTS

PERCENTAGE

Student 35 35%

Professionals 15 15%

Businessmen 22 22%

Others 28 28%

TOTAL 100 100%

ANALYSIS-

The above table analysis the occupation of the respondents at Wills

Lifestyle.

35% of the respondents are students followed by 28% are others, 22% are

businessman and 15% are professionals being the least.



CHART 4.3 SHOWING THE OCCUPATION OF THE

RESPONDENTS

OCCUPATION

35

15

22

28

0 5 10 15 20 25 30 35 40

Student

Professionals

Businessmen

Others

INFERENCE-


of occupation and a high percentage of the respondents are students.



TABLE 4.4 SHOWING THE MONTHLY FAMILY INCOME OF

THE RESPONDENTS

MONTHLY

FAMILY INCOME

NO.OF

RESPONDENTS

PERCENTAGE

Below 25000 10 10%

25000-50000 42 42%

50000-75000 30 30%

75000 and Above 18 18%

TOTAL 100 100%

ANALYSIS

The above table analysis the monthly family income of the respondents at

Wills Lifestyle.

42% of the respondents have a family monthly income between 25000-

50000, 30% fall in 50000-75000 bracket, 18% above 75000 and 10% of

the respondents below 25000.



CHART 4.4 SHOWING THE MONTHLY FAMILY INCOME OF

THE RESPONDENTS

10

42

30

18

0

10

20

30

40

50

NO.OF RESPONDENTS

MONTHLY FAMILY INCOME

Below 25000

25000-50000

50000-75000

75000 and Above

INFERENCE-


of monthly family income and a high percentage of the respondents have

a family income between 25000-50000.



TABLE 4.5 SHOWING THE PREFERENCE OF SHOPPING BY

THE RESPONDENTS

FACTORS NO.OF

RESPONDENTS

PERCENTAGE

Retail stores 8 8%

Exclusive showroom 24 24%

Malls 40 40%

Exhibitions 12 12%

Discount stores 16 16%

TOTAL 100 100%

ANALYSIS-

The above table analysis the data regarding the shopping preference by

the respondents for their apparels.

It is seen that 40% of the respondents prefer to shop from malls which is

the majority followed by 24% from exclusive showrooms, 16% from

discount stores, 12% from exhibitions and the least being the retail

stores which is 8%.



TABLE 4.5 SHOWING THE PREFERENCE OF SHOPPING BY

THE RESPONDENTS

PREFERENCE OF SHOPPING

8%

24%

40%

12%

16% Retail stores

Exclusive showroom

Malls

Exhibitions

Discount stores

INFERENCE-

Thus it can be inferred that majority of the respondents prefer purchasing

from varied stores and very few of them are loyal to the specific shop.



TABLE 4.6 SHOWING THE BUYING BEHAVIOUR OF THE

RESPONDENTS

FACTORS NO.OF

RESPONDENTS

PERCENTAGE

Need 13 13%

On impulse 40 40%

During festivals 18 18%

Month end 9 9%

Special occasion 20 20%

TOTAL 100 100%

ANALYSIS –

Festivals, special occasions etc influences the purchasing decision of the

customers.

The above table analysis the data regarding the time of the year people

prefer purchasing their products. It can be observed that 36% of the

respondents are impulsive buyers, 18% buy on special occasion, 16

during festivals, 12% according to their needs and 8% prefer buying on

month ends.



CHART 4.6 SHOWING THE BUYING BEHAVIOUR OF THE

RESPONDENTS

0 5 10 15 20 25 30 35 40

Need

On impulse

During festivals

Month end

Special occasion

BUYING BEHAVIOUR

INFERENCE-

Thus it can be inferred that majority of the respondent are not time bound

in their purchase and are impulsive buyers.



TABLE 4.7 SHOWING THE RESPONDENTS COMPANY WHILE

SHOPPING

FACTORS NO.OF

RESPONDENTS

PERCENTAGE

Alone 20 20%

Friends 45 45%

Parents 12 12%

Spouse 8 8%

Others 15 15%

TOTAL 100 100%

ANALYSIS-

The above table analysis the company preferred by the respondents.

Accordingly it can be observed that 45% of the respondents prefer to

shop with their friends followed by 20% who prefer to shop alone, 15%

with others, 12% with parents and 8% with their spouse respectively.



CHART 4.7 SHOWING THE RESPONDENTS COMPANY WHILE

SHOPPING

20

45

128

15

05

1015

202530

354045

Alone Friends Parents Spouse Others

CHART 7. ACCOMPANIED BY

INFERENCE-

Hence it can be inferred that a high percentage of the respondents prefer

to shop with their friends as Wills Lifestyle being a store for trendy

products encourages impulsive buying.



TABLE 4.8 SHOWING THE PURCHASE OPINION GIVEN TO THE

RESPONDENTS

FACTORS NO.OF

RESPONDENTS

PERCENTAGE

Own 12 12%

Friends 45 56%

Parents 24 24%

Spouse 12 12%

Others 7 7%

TOTAL 100 100%

ANALYSIS

The people who accompany the customer are highly influential on

his/her shopping behaviour.

The above table analysis the purchase opinion given by different people

to the respondents accounting to friends being the majority showing

45%,24% parents,12% take their own decision,12% from their spouse

and 7% depend on others respectively.



CHART 4.8 SHOWING THE PURCHASE OPINION GIVEN TO THE

RESPONDENTS

PURCHASE OPINION

Own12%

Friends45%

Parents24%

Spouse12%

Others7%

INFERENCE-

Thus it can be inferred that friends are the most influencing group of all

the groups of people indicating this as the target market.



TABLE 4.9 SHOWING THE CUSTOMERS EXPECTATIONS

WHILE SHOPPING

FACTORS NO.OF

RESPONDENTS

PERCENTAGE

Quality 32 32%

Price 20 20%

Variety 25 25%

Brand 15 15%

Exchange facility 8 8%

TOTAL 100 100%

ANALYSIS

People have different expectations from different products and to fulfill

them should be the basic objective of any company.The above table

indicates the expectations of the respondents while shopping.

32% of the respondents expect a high level of quality followed by 25%

who expect variety, 20% price, 15% brand and 8% of the respondents

looks for a favorable exchange facility.



.

CHART 4.9 SHOWING THE CUSTOMERS EXPECTATIONS

WHILE SHOPPING

32

20

25

15

8

0

5

10

15

20

25

30

35

NO.OF RESPONDENTS

CUSTOMERS EXPECTATIONS

Quality

Price

Variety

Brand

Exchange facility

INFERENCE-

Thus it can be inferred that the respondents expect high level of quality

while purchasing a product and hence to satisfy them ,the company

should maintain high quality standards



TABLE 4.10 SHOWING THE FREQUENCY OF VISITS BY THE

RESPONDENTS

FACTORS NO.OF

RESPONDENTS

PERCENTAGE

Weekly once 10 10%

Once in 15 days 41 41%

Monthly 32 32%

During special events 17 17%

TOTAL 100 100%

ANALYSIS

The above table analysis the frequency of visits made by the respondents

to Wills Lifestyle.

41% of the respondents visit once in 15 days ,32% monthly,17% during

special events and 10% of the respondents visit once a week.



CHART 4.10 SHOWING THE FREQUENCY OF VISITS BY THE

RESPONDENTS

10

41

32

17

0

10

20

30

40

50

Weeklyonce

Once in 15days

Monthly Duringspecialevents

FREQUENCY OF VISIT

INFERENCE-

Thus it can be inferred that most of the respondents visit Wills lifestyle

on a frequent basis of 15 days hence requiring periodly updation of the

stock.



TABLE 4.11 SHOWING THE COMPARISON BY THE

RESPONDENTS TOWARDS THE BRANDS ACCORDING TO

THEIR APPEAL

FACTORS NO.OF

RESPONDENTS

PERCENTAGE

United colors of

Benetton

44 44%

Provogue 8 8%

Allen solly 18 18%

Others 30 30%

TOTAL 100 100%

ANALYSIS

In today’s market the customer is the king. He has many options for

making his purchase decisions. The above table analysis the data

regarding the respondents preference in purchasing products from other

brands if not Wills Lifestyle.

44% of the respondents prefer to buy from United colors of Benetton,

30% from others, 18% from Allen solly and 8% of the respondents prefer

to buy from provogue.



CHART 4.11 SHOWING THE COMPARISON BY THE

RESPONDENTS TOWARDS THE BRANDS ACCORDING TO

THEIR APPEAL

0

5

10

15

20

25

30

35

40

45

50

united provogue allen solly others

Series1

INFERENCE-

Thus it can be inferred that a very high percentage of the respondents

prefer to buy from united colors of Benetton to any other brand.



TABLE 4.12 SHOWING THE SOURCES OF AWARENESS

FACTORS NO.OF

RESPONDENTS

PERCENTAGE

Advertisement 25 25%

Friends 52 52%

Family 10 10%

Others 40 40%

TOTAL 100 100%

ANALYSIS-

The above table analysis the source of awareness of the respondents at

Wills Lifestyle store.

Friends were the main source of awareness accounting to

52%.Advertisement, families and others accounted for 25%, 10% and

40% respectively.

.



CHART 4.12 SHOWING THE SOURCES OF AWARENESS

25

5210

40Advertisement

Friends

Family

Others

INFERENCE-

It can be inferred that friends were the most important source of creating

awareness. Recommendation from others also played an important role

in creating awareness among the respondents



TABLE 5.13.1 SHOWING THE CUSTOMERS PERCEPTION

TOWARDS PRICE

FACTORS NO.OF

RESPONDENTS

PERCENTAGE

Satisfied 12 12%

Highly satisfied 2 2%

Neutral 56 56%

Dissatisfied 30 30%

Highly dissatisfied 0 0%

TOTAL 100 100%

ANALYSIS-

Price is the most important factor a customer looks for while shopping.

The above table analysis the opinion of the respondent about the price

range of Wills Lifestyle products.

12% of the respondents are satisfied with the price range offered by Wills

Lifestyle but 30% of the respondents are not satisfied with the same. 2%

of the respondents are highly satisfied with the price range. Neutral

accounts to 56% of the total respondent.



CHART 5.13.1 SHOWING THE CUSTOMERS PERCEPTION

TOWARDS PRICE

CUSTOMERS PERCEPTION TOWARDS PRICE

12

2

56

30

00

10

20

30

40

50

60

Satisfied Highlysatisfied

Neutral Dissatisfied Highlydissatisfied

INFERENCE-

Thus it can be inferred that majority of the respondent have neutral view

about the price range but there is large percentage of respondents who are

not satisfied with the price range offered by Wills Lifestyle.




TOWARDS THE LOCATION

FACTORS NO.OF

RESPONDENTS

PERCENTAGE

Satisfied 39 39%


Neutral 22 22%

Dissatisfied 3 3%


TOTAL 100 100%

ANALYSIS-

The above table analysis the opinion of the respondents about the Wills

Lifestyle location.

39% of the respondents are satisfied with the present location of the store

but 3% of the respondents are not satisfied with the same whereas 34% of

the respondents are highly satisfied with the location and only 2% are

highly dissatisfied with the current location. Neutral accounts to 22% of

the total respondents.




TOWARDS THE LOCATION

0 5 10 15 20 25 30 35 40

Satisfied

Highly satisfied

Neutral

Dissatisfied

Highly dissatisfied

CUSTOMERS PERCEPTION TOWARDS THE LOCATION

INFERENCE-

Thus it can be inferred that majority of the respondents are satisfied with

the location but there is a very small percentage of respondents who are

dissatisfied regarding the location of the store.




TOWARDS THE AMBIENCE

FACTORS NO.OF

RESPONDENTS

PERCENTAGE

Satisfied 60 60%


Neutral 18 18%

Dissatisfied 2 2%


TOTAL 100 100%

ANALYSIS

The above table analysis the opinion of the respondent regarding the

interiors of Wills Lifestyle.

60% of the respondents are satisfied with the interiors of the store but 2%

of the respondents are not satisfied with the same whereas 18% of the

respondents are highly satisfied with the interiors and only 2% are highly

dissatisfied with the present interiors. Neutral accounts to 18% of the total

respondent.




TOWARDS THE AMBIENCE

0 10 20 30 40 50 60

Satisfied

Highly satisfied

Neutral

Dissatisfied

Highly dissatisfied

CUSTOMERS PERCEPTION TOWARDS THE AMBIENCE

INFERENCE-

Thus it can be inferred that majority of the respondent are satisfied with

the present interiors.




TOWARDS THE QUALITY

FACTORS NO.OF

RESPONDENTS

PERCENTAGE

Satisfied 50 50%


Neutral 34 34%

Dissatisfied 6 6%


TOTAL 100 100%

ANALYSIS-

High quality levels should be maintained in order to have satisfied

customers.

The above table analysis the perception of the respondents regarding the

quality of the products available at Wills Lifestyle.

50% of the respondents are satisfied with the quality of products available

at Wills Lifestyle but 6% of the respondents are not satisfied with the

same.10% are highly satisfied and Neutral accounts to 52% of the total

respondents.




TOWARDS THE QUALITY

50

10

34

6

0

0 10 20 30 40 50

Satisfied

Highly satisfied

Neutral

Dissatisfied

Highly dissatisfied

CUSTOMERS PERCEPTION TOWARDS QUALITY

INFERENCE-

Thus it can be inferred that a very high percentage of the respondents are

satisfied with the quality of the products.




TOWARDS THE PRODUCT RANGE

FACTORS NO.OF

RESPONDENTS

PERCENTAGE

Satisfied 37 37%


Neutral 51 51%

Dissatisfied 8 8%


TOTAL 100 100%

ANALYSIS-

A customer becomes a loyal customer only if he is satisfied with the

range of products available in the store. The above table analysis the

opinion of the respondents about the product range of Wills Lifestyle

store.

37% of the respondents are satisfied with the present product range but

8% of the respondents are not satisfied with the same. 51% of the

respondents fall under the neutral category. 4% of the respondents are

highly satisfied with the current product range.




TOWARDS THE PRODUCT RANGE

37

4

51

8

00

10

20

30

40

50

60

1

CUSTOMERS PERCEPTION TOWARDS RANGE OF PRODUCTS

Satisfied

Highly satisfied

Neutral

Dissatisfied

Highly dissatisfied

INFERENCE-

Thus it can be inferred that majority of the respondent have neutral view

about the product range but there is large percentage of respondent who

are satisfied with the current product range offered by Wills Lifestyle.



TABLE 5.13.6 SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE CUSTOMER SERVICE

FACTORS NO.OF

RESPONDENTS

PERCENTAGE

Satisfied 48 48%


Neutral 33 33%

Dissatisfied 2 2%


TOTAL 100 100%

ANALYSIS-

Customer service should be the most important objective of any concern

in order to have satisfied customers.

The above table analysis the opinion of the respondent regarding the

customer service at Wills Lifestyle store.

48% of the respondents are satisfied with the present service but 2% of

the respondents are not satisfied with the same. 33% of the respondents

fall under the neutral category. 17% of the respondents are highly

satisfied with the current service at the store.




TOWARDS THE CUSTOMER SERVICE

48

17

33

2 00

10

20

30

40

50

CUSTOMERS PERCEPTION TOWARDS CUSTOMER SERVICE

Satisfied

Highly satisfied

Neutral

Dissatisfied

Highly dissatisfied

INFERENCE-

Thus it can be inferred that majority of the respondent are satisfied with

the customer service at Wills Lifestyle and very small percentage of

respondent who are dissatisfied with the current service offered at Wills

Lifestyle.




TOWARDS THE DISCOUNTS AND OFFERS

FACTORS NO.OF

RESPONDENTS

PERCENTAGE

Satisfied 8 8%


Neutral 52 52%

Dissatisfied 30 30%


TOTAL 100 100%

ANALYSIS –

Periodly Discounts and special offers appeal to the customers

The above table analysis the opinion of the respondents about the various

discounts and offers given by Wills Lifestyle.

8% of the respondents are satisfied with the discounts and other offers

given by Wills Lifestyle but 30% of the respondents are not satisfied with

the same. Only 10% are highly dissatisfied with the discounts and offers.

Neutral accounts to 52% of the total respondent.




TOWARDS THE DISCOUNTS AND OFFERS

CUSTOMERS PERCEPTION TOWARDS THE DISCOUNTS AND OFFERS

8% 0%

52%

30%

10%Satisfied

Highly satisfied

Neutral

Dissatisfied

Highly dissatisfied

INFERENCE-

It can be inferred that majority of the respondent were dissatisfied with

the various discounts and offers offered by Wills Lifestyle.



TABLE 5.14 SHOWING THE CUSTOMERS PERCEPTION

TOWARDS WILLS LIFESTYLE SHOWROOM

FACTORS NO.OF

RESPONDENTS

PERCENTAGE

Excellent 30 30%

Good 62 62%

Fair 8 8%

TOTAL 100 100%

ANALYSIS-

The above table analysis the data regarding the overall rating of the Wills

Lifestyle showroom by the respondents.

62% of the respondents find the showroom to be good, 30% find it

excellent and 8% feel it’s not up to the mark.



CHART 5.14 SHOWING THE CUSTOMERS PERCEPTION

TOWARDS WILLS LIFESTYLE SHOWROOM

INFERENCE-

Thus it can be inferred that a very high percentage of the respondents are

happy with the wills lifestyle store in regard to product,variety, quality

etc.


30

62

8

0

10

20

30

40

50

60

70

Excellent Good Fair

CUSTOMERS PERCEPTION TOWARDS WILLS LIFESTYLE


TABLE 5.15 SHOWING THE CUSTOMERS PERCEPTION

TOWARDS THE DISPLAY

FACTORS NO.OF

RESPONDENTS

PERCENTAGE

YES 61 61%

NO 32 32%

CAN'T

SAY

7 7%

TOTAL 100 100%

ANALYSIS

The above table analysis if the display in the showroom has any appeal to

the respondents of the Wills Lifestyle.

61% of the respondents found the display appealing whereas 32% of the

respondents were not satisfied. 7% were not certain to say about it.



CHART 5.15 SHOWING THE CUSTOMERS PERCEPTION

TOWARDS THE DISPLAY

ATTRACTION TOWARDS THE DISPLAY

61%

32%

7%

Yes

No

can't say

INFERENCE-

Thus it can be inferred that a very high percentage of the respondents

found the display appealing.



TABLE 5.16 SHOWING THE SUGGESTIONS OF CUSTOMERS TO

IMPROVE THE MARKET SHARE OF THE COMPANY

FACTORS NO.OF

RESPONDENTS

PERCENTAGE

Create more

awareness

13 13%

improve quality 9 9%

less pricing 42 42%

more outlets 16 16%

any other 0 0%

more offers,

discounts

20 20%

TOTAL 100 100%

ANALYSIS-

The above table analysis is the data about the suggestions of customers

regarding improving the market share of the company in present

situation.

42% of the customers opinion is to decrease the price of the garments,

20% suggest to offer more discounts, 13% suggest to create more

awareness in the market,16% tells that outlets should be increased, only

9% suggest about improving the quality of the garments, there are no any

other suggestion.



CHART 5.16 SHOWING THE SUGGESTIONS OF CUSTOMERS TO

INCREASE THE MARKET SHARE OF THE COMPANY.

suggestion to improve their market

139

42

16

0

20

0

5

10

15

20

25

30

35

40

45

create moreawareness

improve quality less pricing more outlets any other more offers,discounts

NO.OF RESPONDENTS

…

INFERENCES-

Thus it can be inferred that a high percentage of customers are in support

of reduction in prices to increase the market share of the company.

SUMMARY OF FINDINGS



Based on the analysis and interpretation we have the following findings:

High percentage of the respondents is in the 20-30 years of age group.

On the bases of gender there were more females as compared to

males.

Majority of the respondents who purchased from Wills Lifestyle were

students.

Majority of the respondents have a monthly family income between

25000-50000 which means that upper middle or upper class is

targeted.

Most of the respondents prefer purchasing from varied stores and thus

there is a possibility of low store loyalty.

Majority of the respondents are not time bound in their purchase and

are impulsive buyers.

A high percentage of the respondents prefer to shop with their friends.

It was also seen that age plays an important role in deciding the

company for shopping.

Friends are the most influencing group of all the groups of people thus

indicating this as the target market.

It was found that most of the respondents expect a very high level of

quality from the products they purchase.

Most of the respondents visit Wills Lifestyle at least once in 15 days

with students being the main visitors.

As most of the respondents are young they prefer purchasing from

Benetton apart from Wills Lifestyle.

Friends are the most important source for creating awareness among

the respondents.



It was found that most of the respondents were satisfied with respect

to location, quality, ambience, customer service and had a neutral

view regarding price, product range and the discounts and offers

provided by Wills Lifestyle. There were very few respondents who

were either highly dissatisfied or dissatisfied regarding the above.

High percentage of the respondents are happy with the overall

performance of Wills Lifestyle including the display which is of a

great appeal to them.

6.1 RECOMMENDATIONS:



1. As there is very low store loyalty among the respondents, Wills

Lifestyle has to create a niche for itself.

2. As it is found that friends are the most influencing group for all the

group of people, Wills Lifestyle should consider this as there target

market and target this group for increasing their sales.

3. As Wills Lifestyle clothing and accessories is a part of ITC group it

should spend more on advertisement and sponsor corporate events

to create awareness Advertisement through radio and newspaper

will help them to create awareness to a greater extent.

4. Wills Lifestyle should try and create more awareness for its low

priced products because only handful of people know about this

and most of them perceive that Wills Lifestyle products are high

priced.

5. Though few people are not satisfied with the current location for

various reasons, Wills Lifestyle should try and open few more

branches in some of the main area away from current location.

6. Wills Lifestyle should give more discounts and offers particularly

during local festival or main festivals and should create awareness

for the same through newspaper or radio or by putting hoardings at

main places.

7. Respondents feel that Wills Lifestyle has limited sets of design.

They suggest Wills Lifestyle should introduce few more sets of

design and create awareness for the same through window display.

8. Respondents prefer Wills Lifestyle products in other shopping

malls. For the same they suggest Wills Lifestyle to keep their

products in big shopping malls because there is a large percentage

of respondents who shop only in big shopping malls and not in any



exclusive store. So availability of products at different places will

increase the sale and create new customers.

6.2 CONCLUSIONS

Modern marketing is consumer oriented. Market survey on consumer

behavior is very much essential for every marketer to make decisions.

The purchasing power of the consumer has also increased giving rise to

his wants and needs. It is over here that retail outlet such as Wills

Lifestyle has come into picture satisfying the various consumer needs.

From the survey conducted on the consumer behavior towards Wills

Lifestyle the following can be concluded:

1. A large number of customers are satisfied with the variety of the

products but according to a small percentage of customers the

varieties should be increased.

2. More than half of the respondents are happy with the quality and

availability of the products.

3. Most of the Customers are delighted with the location of the Wills

Lifestyle as it is located in the midst of Bangalore city, but not all.

4. Since price is the most important factor the customers look in, wills

lifestyle has not succeeded much in keeping up its image for value

of money, as its price has been rated neutral followed by many of

its customers being dissatisfied.

5. Most of the customers are satisfied with the present ambience and

the customer services offered by Wills Lifestyle.

Thus it can be concluded that Wills Lifestyle has succeeded in keeping up

its image by providing variety of products, quality but needs



improvement in regard to price and offering value for money to their

customers.


consumer behaviour towards readymade garments with reference to ITC

Documents

Transcript of consumer behaviour towards readymade garments with reference to ITC