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Presented by : Rahul Gautam NIFT Patna
NEED AND SCOPE OF THE PROJECT
This project is done for understanding customer current Tastes and preference for Men’s Formal Shirts and Men’s Casual Tees in Westside. Understanding competition level arising from different retail gaints. Understand the taste & preference of customer in terms of the major items, styles, colors, sizes and brands stocked. The study of customer will provide the company with valuable data which will be helpful in doing range forecasting and buying process.
Style, affordable prices, quality these are the factors that have shaped Westside success story in the retail fashion stores business. Established in 1998 as part of the Tata Group, Trent Ltd. operates Westside, one of India's largest and fastest growing chains of retail stores. These include Menswear, Women’s wear, Kid’s wear, Footwear, Cosmetics, Perfumes and Handbags, Household Accessories, lingerie, and Gifts.
Apparels are cheaper Attractive promotional schemes Weakness Not much product range for middle class Lack of differentiation Poor inventory turns and stock availability .SWOT OF WESTSIDE Strengths Growing at the faster pace Brand name of TATA’s. Good customer base.
Opportunities Huge untapped market Urbanization Threats Competition from organized retail players Competition from local retailers. .
WESTSIDE : Westside has its formal shirt brand with Westside name only. The quality of the clothes is better than Westside and Richmond .Westside Formal shirts and casual tees DIFFERENT IN-HOUSE BRANDS OF WESTSIDE (MEN’S FORMAL SHIRT) WESTSIDE ASCOT RICHMOND ASCOT : The premium formal shirt Brand present in Westside. Prices of Richmond shirts are low as compared to Westside. . Prices are lower in comparison to Ascot and Richmond. RICHMOND : Richmond is the another brand present in Westside for formal shirts. but the quality fabric is not that good as of Ascot. Quality is not good as that of Ascot and Richmond. If wants to buy good range shirts . Prices are little higher as compared to its in house Brand Richmond and Westside. then Richmond is the right destination.
Value for money. Prices point is good. .Wesport : Can find good range of polo tees. Nuon : The best in-house brand which is provide stylish tees with great Colour and styles. However quality of fabric is not good. However the prices are little high as compared to rival retailers like pantaloons and lifestyle.
Infinity Mall.Research Methodology for Men’s Formal shirt (Westside) Data collection method : Primary Data Sample Size : 250 Age Group : Above 30 Location : Huges Road. Army Navy (Mumbai) .
.Q1. When do you usually shop ? when do you usually shop ? 80 70 60 50 40 30 20 10 0 73 31 21 Only when there is a need Monthly once or planned It’s a weekend activity when do you usually shop ? INTERPRETATION : Most of the customer told that they buy when there is a need.
Q2. Also customers were seen driven towards Van Hussein formal shirts. Which is your preferred shopping destination for formal shirts ? Brands if any ? W hich is preferred shopping destination for Form shirts ? al Brands if any ? 50 40 30 20 10 0 Pantaloons Allen solly Raymonds Shoppers W hich is preferred s hopping des tination for Form s al hirts ? B rands if any ? INTERPRETATION : Most of the customer preferred john player (41 out of 125) as their first preference because of its good fit and fabric quality. Blackberry Westside Lifestyle Hussein England Spencer Player Arrow Mark n John Stop Peter Van .
. and 52 customers preferred short sleeves.Q3. What type of formal shirts you prefer to wear ? 7 3 8 0 7 0 6 0 5 0 4 0 3 0 2 0 1 0 0 W a ty e o fo a sh y u u a p fe h t p f rm l irts o su lly re r to w a ? er 7 3 5 2 5 2 F ll sle v s u ee S o sle v s h rt ee 73 customer preferred full sleeves. So Westside should focus more on its full sleeves shirt.
39.Q4. 69% INTERPRETATION : Most Of the customer preferred Regular fit in comparison to slim fit shirt. 86. . 31% Full sleev es. What Fit do You prefer in Formal shirts ? Which Fit do you prefer in Formal shirts ? Short sleev es.
1200 500 .899 300 .1000 800 .1000 4 17 23 4 17 22 7 16 15 Most Preferred Price Point for formal shirt INTERPRETATION : Most preferred price point for formal shirts is from Rs 500 to 750. Most Preferred Price Point for a Formal shirt ? Most Preferred Price Point for formal shirt 800 .750 1000 . ( 23 respondents preferred this price point ). .Q5.1000 499 .800 500 .450 645 .1500 350 .
colour fading problem seen in Richmond and Westside. limited stock of half shirt. Ascot prices high. solid colours few Good collection. 100 % cotton preferred ) . style options limited. stylish. If any ? 21 0 20 15 19 27 43 Other comments. black & white shirts less in no. value pack of 3 is missing XL and XXL sizes are missing. If any ? 40 60 80 100 120 140 value for money. limited stock of half shirts. Other comments . 100 % cotton preferred INTERPRETATION : Most of the customers ( 43 customers out of 125 . Not consistent with quality Brand logo on pocket & sleeves missing. commented that Brand logo on shirt sleeves and front pocket is missing.Q6.
White. Brown.OBSERVATION AND FINDINGS Demand for half sleeves 100 % cotton is preferred Customers asking for button down collar Customers looking for smaller checks in shirt Demand for solid colour shirts which are few in numbers. Colour preferred in solid shirts are : Black. Style options are less as compared to pantaloons and lifestyle. customer asking for single and double cuffs shirts like Van Hussein Does. blue. . Light Green.
Most of the customer were looking for combo pack and value pack shirts . Most of the customer Complained that the price of Ascot Formal shirts are high. Most of the customer were looking for styling with brand logo and buttons. Check shirts are few in number in most of the Westside store. Most of the customer were happy with Westside because it provides value for money. Some of the customer were looking for solid collar shirts. Some of the customer complained about the colour fading seen after few wash. . Least Moving Sizes Are 44 and 46. Fast Moving sizes Are 40 and 42. 3 shirts for Rs 999 or 2 for 499.
RESEARCH METHODOLOGY FOR MEN’S CASUAL TEES Data collection method : Primary Data Sample Size : 125 Age Group : Above 30 Location : Huges Road. Army Navy (Mumbai) . Infinity Mall.
.Q1. When do you usually shop ? When do you usually shop ? 90 80 70 60 50 40 30 20 10 0 78 47 When do you usually shop ? impulse buying monthly once or planned INTERPRETATION : Most of the Respondent told that they do impulse buying.
Q2.599 important 700 or above price is not an price is not an important factor INTERPRETATION : Most preferred price range for casual tees was from 499 to 599.799 700 or abov e 699 .399 499 .799 299 . Most Preferred price range for tees ? Most preferred price range for tees ? 45 40 35 30 25 20 15 10 5 0 42 299 .599 13 699 .399 28 17 15 499 . .
While the least preferred style was solid crew neck tees ( 14 out of 125 ) .Q3. Most preferred Style in Casual tees ? Most preferred style in tees ? 35 30 25 20 15 10 5 0 33 28 23 14 27 Most preferred style in tees ? solid crew neck tees printed crew neck tees striped crew neck tees solid polo striped polo INTERPRETATION : Most of the customer ( 33 out of 125 ) preferred striped crew neck tees.
Do you prefer long sleeves or short sleeves ? Do you prefer long sleeve tee or short sleeve tees ? 100 90 80 70 60 50 40 30 20 10 0 88 37 Do you prefer long sleeve tee or short sleeve tees ? Long sleeve tee short sleeve tee INTERPRETATION : 88 respondents preferred short sleeves while 37 respondents preferred for long sleeves .Q4.
do you prefer rib collar tees or rugby collar or round neck collar ? 53 60 50 40 30 20 10 0 40 22 In polo tees .do you prefer rib collar tees or rugby collar or round neck collar ? Rib collar tees Rugby collar tees Round neck tees INTERPRETATION : Most of the customer preferred rib collar tees. In polo tees – do you prefer rib collared tees. In polo tees . . rugby collars or round neck tees.Q5.
. In polo tee – do you prefer rib at cuff or plain stitched sleeves ? In polo tees .Q6.do y ou prefer rib at c uff or plain s titc hed s leeve ? 80 70 60 50 40 30 20 10 0 Rib at c uff P lain s titc hed s leeve 52 73 In polo tees .do y ou prefer rib at c uff or plain s titc hed s leeve ? INTERPRETATION : 73 respondents preferred Rib at cuff in Polo tees.
d yo p fe slimfit o co fo fit ? o e o u re r r m rt INTERPRETATION : Most of the customer preferred comfort fit.d yo p fe slimfit o co fo fit ? o e o u re r r m rt c m rt fit o fo 71 s limfit 44 0 2 0 4 0 6 0 8 0 In p lo te s . In Polo tees – do you prefer comfort fit or slim fit ? In p lo te s . .Q7.
while few customers preferred solid tees. prints.do you like badges.Q8. plain stripe or solid tees ? like some badges prints to be used Prefer plain stripe solid tees INTERPRETATION : Most of the customer preferred plain stripe. prints. In polo tee – do you like some badges or prints or you prefer plain stripe or solid tees ? In polo tees . plain stripe or solid tees ? 45 40 35 30 25 20 15 10 5 0 41 37 21 16 In polo tees . .do you like badges.
Q9. . value pack of 3 absent not consistent with fabric quality. also the styling done with collars and cuffs are not up to mark like pantaloons bare leisure and Rig collection. xxl sizes few more numbering in contrasting tees should colour be more combination stylish. styling with bigger cuffs and badges with collar brand name INTERPRETATION : Most of the customer complained that Westside tees dont have attractive numbering in tee. needed. other comments if any ? Other comments if any ? 45 40 35 30 25 20 15 10 5 0 39 25 18 16 17 Other comments if any ? colour fading problem. 100 % cotton preferred solid colour tees less in no.
black & white combination. Most of the customer Preferred Rib at cuff in Polo Tees. Red & white. 100 % cotton is mostly preferred by the customers. Most of the customers are happy with Nuon collections.OBSERVATION AND FINDINGS Most Preferred Price Range is between 499 to 599. Value pack is absent in westside. Customers were looking for fresh stock of tees with stylish numbering and brand name. Most of the customer looked for Black & blue . Check tees are few in numbers. Style options are limited . . Green & white. Some of the customer complained of colour fading problem.
. Most of the customer complained that Nuon tees prices are high. Most of the Customers are happy with wesport polos. brand tag on pocket and sleeves required. Multiple colour checks tee in demand. Most of the customer Complained about that. Not Consistent with fabric Quality …feel of merchandise is not that good. some of the customers were looking for more contrasting colour combination. limited XXL size available in store. Button should be given style.
So the company should bring more new and stylish badges and print. Colour fading problem is seen in Wesport polo and tees. . so proper dying should be done. Customers are looking for some nice badges and prints on tees which is not that good in Westside as compared to pantaloons and lifestyle. No trendy styling is seen done in cuffs and collars of Westside tees which should be done on regular basis to attract customer. The company should leave copy paste formula and should bring something new of its own. so the company should seriously look into this issue. Customers are looking for finest quality of fabric with 100 % of cotton.RECOMMENDATION Westside should regularly bring value pack in stores to pull customers more in store.
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