Summer Internship Project: Consumer Behaviour at Wills Lifestyle

SUMMER INTERNSHIP PROJECT
CONSUMER BEHAVIOUR AT WILLS LIFESTYLE
West Bengal University of Technology, Kolkata
Submitted By
Students Name: JAICKY PRINCE DAYAL
Roll no: 13600913046
Registration no: 131360710046
Army Institute of Management, Kolkata

GUIDANCE-cum-COMPLETION CERTIFICATE
This is to certify that Mr.JAICKY PRINCE DAYAL, WBUT Regn.No.

131360710046 of 2013-2014, WBUT Roll No 13600913046, has
undertaken the project titled “CONSUMER BEHAVIOUR” under our
guidance from 15 JUNE 2014 to 15 JULY 2014 at ITC (WILLS
LIFESTYLE) and has completed the said project successfully.
Full Signature of External Guide

With date and Designation Seal
Full Signature of Internal Guide
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JAICKY PRINCE DAYAL WILLS LIFESTYLE
ACKNOWLEDGEMENT
My Summer Internship Projects “Consumer Behaviour at Wills Lifestyle has been a

great learning experience.
I take immense pleasure in thanking Maj Gen (Dr) SC Jain, VSM**(Retd), Army
Institute of Management Kolkata for having allowed me to carry out this project work.
I wish to express my deep sense of gratitude for my Internal Guide Professor Dr. Nisha
Shah for her able guidance and useful suggestions, which helped me in completing this
project work on time. I am also thankful to Anil Mehta, Store Manager(Fun Republic
Mall, Lucknow) who has been a source of inspiration and for his timely guidance in
the conduct of this project work. I am deeply indebted to all my mentors for their
valuable suggestions and their constant guidance in the project work.
Words are inadequate in offering my thanks to the officials of the head office at Will
Lifestyle for their encouragement and cooperation in carrying out the project work.
Finally, I would like to thank my beloved parents and my friends for their help and
wishes for the successful completion of this project.
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EXECUTIVE SUMMARY
Consumer Behavior is the study of the processes involved when individuals or groups select
purchase, use of product service ideas or experiences to satisfy needs or desires. Needs or desires are
not specific. It ranges from hunger and thirst to love. Whole market or business transaction is based
on the consumer before this whole market situations change presently, it is the Buyers market. The
selling and buying process is confined on the consumer. Marketers give importance on the taste and
performance of consumers. They try to fulfill the needs and satisfy them by delivering goods and
providing better services.
Consumer behavior is the ongoing process, it has never ends. It reflects the interaction between the
consumer and producer at the time of purchase. It is continuous process that not only remains at the
time of transaction or buying or selling period before this and after that also .This is done to find out
the position of Wills lifestyle products in the market and area of improvement. It is very important to
find out the requirements of consumer in a particular area so that company launch its product to meet
this requirements. The main aim of the project is to help company to regularly improve its products
and establish its brand image by studying the consumer‟sbehaviour.
The methodology includes filling up a questionnaire and gaining important information by way of
informal chat to conclude upon the most favored brand of Wills lifestyle that is in demand. The
primary data during the survey was collected through questionnaire. The questionnaire also helps in
identifying the popularity of illusions as a brand and merits and demerits of the brand .The results of
analysis will help Wills lifestyle to get the information about their potential competitors working in
market and the market strategy followed by them.
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CONTENTS
 Guidance certificate
 Acknowledgement
 Executive summary
 CHAPTER 1: THE COMPANY

Company Profile
 CHAPTER 2: PROJECT DETAILS
Purpose and Scope

Research Methodology
 CHAPTER3: COLLECTION AND ANALYSIS OF DATA
Theoretical framework
Data Analysis
 CHAPTER 4: PROJECT FINDINGS
Conclusion
Recommendations
Constraints and limitation
 Appendix
 Bibliography
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CHAPTER-ONE
COMPANY PROFILE
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ABOUT ITC
ITC is one of India's foremost private sector companies with a market capitalisation of US $ 45
billion and a turnover of US $ 7 billion. ITC is rated among the World's Best Big Companies, Asia's
'Fab 50' and the World's Most Reputable Companies by Forbes magazine and among India's Most
Valuable Companies by Business Today. ITC ranks among India's '10 Most Valuable (Company)
Brands', in a study conducted by Brand Finance and published by the Economic Times. ITC also
ranks among Asia's 50 best performing companies compiled by Business Week.
ITC Limited or ITC is an Indian conglomerate headquartered in Kolkata, West Bengal. Its
diversified business includes five segments: Fast Moving Consumer Goods (FMCG), Hotels,
Paperboards & Packaging, Agri Business & Information Technology.
Established in 1910 as the Imperial Tobacco Company of India Limited, the company was renamed
as the Indian Tobacco Company Limited in 1970 and further to I.T.C. Limited in 1974. The periods
in the name were removed in September 2001 for the company to be renamed as ITC Ltd. The
company completed 100 years in 2010 and as of 2012-13, had an annual turnover of US$8.31 billion
and a market capitalisation of US$45 billion. It employs over 25,000 people at more than 60 locations
across India and is part of Forbes 2000 list.
History
ITC was formed on 24 August 1910 under the name of Imperial Tobacco Company of India
Limited, and the company went public on 27 October 1954. The earlier decades of the company's
activities centered mainly around tobacco products. In the 1970s, it diversified into non-tobacco
businesses.
In 1975, the company acquired a hotel in Chennai, which was renamed the 'ITC-Welcomgroup Hotel
Chola' (now renamed to MyFortune, Chennai).
In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepali and British joint venture, with the
shares divided between ITC, British American Tobacco and various independent domestic
shareholders in Nepal. In 2002, Surya Tobacco became a subsidiary of ITC and its name was changed
to Surya Nepal Private Limited.
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In 2000, ITC launched the Expressions range of greeting cards, the Wills Sport range of casual
wear, and a wholly owned information technology subsidiary, ITC InfotechIndia Limited.
In 2001, ITC introduced the Kitchens of India brand of ready-to-eat gourmet Indian recipes.
In 2002, ITC entered the confectionery and staples segments and acquired
the Bhadrachalam Paperboards Division and the safety matches company WIMCO Limited.
ITC entered the Agarbattis (incense sticks) business in 2003, selling its products under
the Mangaldeep brand.
ITC diversified into body care products in 2005.
In 2010, ITC launched its handrolled cigar - Armenteros - in the Indian market.
The company began online sales in 2014.
LIFESTYLE RETAILING:
ITC's Lifestyle Retailing Business Division has established a nationwide retailing presence
through Wills Lifestyle & John Players.
John Players embodies the spirit of the modern youth that is playful, fashionable and cool. John
Players presents a complete wardrobe of meticulously crafted smart formals, trendy casuals, dazzling
party wear, edgy denims & accessories incorporating the most contemporary trends in an exciting
mix of colours, styling and fits.
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WILLS LIFESTYLE
Synonymous with elegance and effortless

style, Wills Lifestyle presents a premium fashion
wardrobe for men and women. With a tempting
choice of Wills Classic formal wear, Wills
Sport casual wear, Wills Clublife evening
wear, Wills Signature designer wear, Essenza di
Wills fine fragrances, Fiama di Wills bath & body
care products and premium accessories, Wills
Lifestyle offers a truly delightful experience for the discerning consumer.
Wills Lifestyle has been established as a chain of exclusive specialty stores providing the Indian
consumer a delightful 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 Sport Autumn Winter line for men plays to the city rancher and the highlander look. Design
elements inspired by the English heritage, infused the sporty look; and blend of fabrics define the
current collection. A dazzling gamut of colors, with palette ranging from black & blues, this is the
most experimental range catering to men this season. A dedicated collection in denims in stylish mix
palette comprising of forest greens twilight blues and browns with an array of checks round up the
sports collection. A unique blend of checks, such as Tartan and Glenn checks all pay homage to rich
British cultural heritage.
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Wills Sport women’s collection blends Casual Street, and heritage design elements together into a
country rock mood. The look Trims such as lace, crochet lend a softer touch to the garments but
structures and elements such as chunky knits, cables and ruffles give the collection a slightly rugged
dimension. Inspired partly by the countryside look, this collection also features a lot of jackets in slim
fits. Vibrant colors such as teal, blues, purple and black coupled with feather prints add to the
character of the garments. Fabrics are more structured like cotton fabrics with patterns such as
checks. The collection incorporates jackets, woolen tops & dresses slim fit denims, tights and
leggings.
Wills Classic collection for men pays homage to the grandeur of the season with rich fabrics such as
Marino wool, premium Egyptian cotton and Beaver Mélange amongst others. In deep shades to suit
the sobriety of the season, this range offers an array of colors from maroon, deep purple, medieval
blue, cappuccino, peacock green and teal.
Incorporating the international runway trends such as the slim collars, V necks and chiseled cuffs, the
contemporary offing from the arsenal favors a minimalistic sleek look with the Luxuria collection.
Exclusively designed for those who live to experience luxury, this collection features garments with
the most meticulous craftsmanship marrying some of the most exquisite design detailing with the
finest of fabrics and trims. To satisfy the eye for detailing, only the finest Italian fabrics have been
used with mother of pearl buttons and German threads. With unparalleled comfort,Wills
Lifestyle brings out the best that their customers truly deserve!
With unique blends of checks and interesting weave structures this collection goes beyond the
traditional. The Wills Classic collection for women includes soft romantic pastel hues of pinks and
whites. With different versions of checks and stripes in shirts, Wills Classic range also consists of
newer style elements with feminine and elegant tops. Wills Clublife for men is a more alluring and
exciting range. Thematically inspired by London architecture, the look is chic, and edgy. Comprising
of fabrics such as cotton and linen blends, it procures a softer look with less rigid construction.
Reversible fabrics have been used this season for shirts to add a unique style to each garment. The
color stories range from burgundy, olive, purple and grey’s with a touch of shine. Superior high count
fabrics have been used along with weaves such as dobby and jacquard. Some of the fabrics used have
metallic look and sheen to add glamour to the collection.
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Wills Clublife women collection is a nostalgic collection reverberating to a more delicate and layered
look. The romance of frills layered into structures and satins following it into contours determine the
premise of this season’s Clublife collection. Color palette includes deep shades in blacks and browns.
Construction remains soft keeping in with the theme. Silhouettes are more drapery and flowing with
the use of fabrics used are chiffon, cotton and viscose blends along with satin. Prints comprise of
resplendent floral motifs. Lowers comprise of denims, dark and slim fitted capris and cord slim end
trousers.
Accessories such as ties, belts, bags, stoles, scarves, shoes will accentuate this Autumn-Winter
collection.
Wills Lifestyle presents ''Occasions'' - a beautiful, ready to present gift pack with an exquisitely
designed Gift Certificate that can be redeemed against a range of apparel, accessories and personal
care products.
Polo, Rugby style sweaters in rustic mélange, coffee, red colors accentuates the outdoor look. Checks
are the main highlights of the story.
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PERSONAL CARE:
In line with ITC's aspiration to be India's premier FMCG

company, recognised for its world-class quality and enduring
consumer trust, ITC forayed into the Personal Care business in
July 2005. In the short period since its entry, ITC has already
launched an array of brands, each of which offers a unique and
superior value proposition to discerning consumers. Anchored on

extensive consumer research and product development, ITC's
personal care portfolio brings world-class products with clearly
differentiated benefits to quality-seeking consumers.
ITC's Personal Care portfolio under the 'Essenza Di Wills', 'Fiama Di Wills', 'Vivel', "Engage"
and 'Superia' brands has received encouraging consumer response and is being progressively
extended nationally.
ITC's state-of-the-art manufacturing facility meets stringent requirements of hygiene and

benchmarked manufacturing practices. Contemporary technology and the latest manufacturing
processes have combined to produce distinctly superior products which rank high on quality and
consumer appeal.
Extensive insights gained by ITC through its numerous consumer

engagements have provided the platform for its R&D and Product
Development teams to develop superior, differentiated products that
meet the consumer's stated and innate needs. The product
formulations use internationally recognised safe ingredients,
subjected to the highest standards of safety and performance.
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CHAPTER-TWO
PROJECT DETAILS
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CONSUMER BEHAVIOUR
Consumer behaviour is the study of when, why, how, and where people do or do not buy products. It
blends elements from psychology, sociology, social anthropology and economics. It attempts to
understand the buyer decision making process, both individually and in groups. It studies
characteristics of individual consumers such as demographics and behavioural variables in an attempt
to understand people's wants. It also tries to assess influences on the consumer from groups such as
family, friends, reference groups, and society in general.
Customer behaviour study is based on consumer buying behaviour, with the customer playing the
three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for
customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of
marketing through the re-affirmation of the importance of the customer or buyer. A greater
importance is also placed on consumer retention, customer relationship management, personalization,
customization and one-to-one marketing. Social functions can be categorized into social choice and
welfare functions.
Each method for vote counting is assumed as a social function but if Arrow’s possibility theorem is
used for a social function, social welfare function is achieved. Some specifications of the social
functions are decisiveness, neutrality, anonymity, monotonocity, unanimity, homogeneity and weak
and strong Pareto optimality. No social choice function meets these requirements in an ordinal scale
simultaneously. The most important characteristic of a social function is identification of the
interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides
services in order to satisfy customers. With that in mind, the productive system is considered from its
beginning at the production level, to the end of the cycle, the consumer.
Belch and Belch define consumer behaviour as 'the process and activities people engage in when
searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to
satisfy their needs and desires'.'
STUDIES of customer behavior in retail stores usually deal with:

(i) identification of customers, and
(ii) their buying behavior patterns. The aim of such studies is to ascertain who buys where, what,
when and how. In addition, such studies endeavor to learn about customer response to sales
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promotion devices. The results of these studies are useful in the solution of an array of marketing
problems. These studies are gaining importance in marketing research. It is safe to predict that
interest in them will increase greatly in the next decade. This paper summarizes the writer's
experience with such studies in grocery stores. However, the principles and techniques discussed here
are also applicable to other types of retail stores. The "why" of customer behavior is a separate and
very difficult subject; it is not treated here. A knowledge of customer behavior must precede any
consideration of the reasons for the behavior.
IDENTIFICATION OF CUSTOMERS:
The terms customer and consumer are not synonymous. A customer is a purchaser of a product or a
service; a consumer is a user of a product or a service. Bed-ridden invalids in hospitals are food
consumers but hardly food store customers. Purchasers of rat poison are not the consumers of the
product. The buying behavior of the customer is influenced by the needs and preferences of the
consumers for whom the products are purchased Here, however, we are primarily concerned with
customers' buying behavior rather than with consumer preferences. The strict definition of customer
as purchaser, valid as it may be, is sometimes impractical because it is not always simple to identify a
purchaser in a store. A husband and wife shopping together may represent two customers, or one
customer and one bundle carrier, and it is not always possible to tell which is which. A boy
accompanying his mother may influence decisions in selection and purchase of several items, even if
the youngster has no purchasing power of his own. Therefore practically every person who enters a
store is a potential purchaser and represents a unit in the store's customer traffic. Identification of
customers seeks to ascertain who the customers are. It is not sufficient to study buying behavior
patterns without knowing whose buying behavior is involved. Hence it is necessary to identify the
competition and origin of customers.
Composition of Customers:
This includes many characteristics, such as sex, age group, color, economic and educational status,
occupation, religion, nationality origin, and so on. Both consumption and buying behavior are
affected by these characteristics; and the relative significance of each of these characteristics varies
greatly, depending on the nature of the problem. The extent to which any one or all of these customer
characteristics should be studied can be determined only on consideration of the purpose for which
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the data are to be used. In studying customer behavior in retail stores it is generally impractical or
unnecessary to ascertain all of the customer characteristics enumerated here.
Origin of Customers:
Where do a store's customers come from? What is the geographic distribution of their homes and how
far do they travel to the store ? The answers to these questions supply useful data on customer origin,
which in the sense used here is a composition characteristic. Origin tells us whether the customer is a
large-city apartment dweller, a suburbanite, a ruralite, a transient, and so on. The foodbuying
behavior pattern of a customer who lives in a congested apartment area of a large city is markedly
different from the rural customer who has a large vegetable garden and a home freezer.
CUSTOMER BUYING BEHAVIOR PATTERNS:
To buy is to purchase. To shop is to visit business establishments for inspection or purchase of goods.
Therefore shopping is an element of customer behavior in buying. A customer placing an order over
the telephone is buying, not shopping. For this reason it may be desirable to standardize on the use of
the term buying rather than shopping when the totality of customer behavior is under consideration.
Similarly a distinction should be made between buying habits and buying behavior patterns. Habit is
a tendency toward an action which by repetition has become spontaneous. A pattern is a design or
type. Each customer has his or her own buying habits. Buying behavior patterns represent the design
of behavior of a large number of customers. A run on stores to buy and hoard sugar, nylon stockings
or toilet paper—in response to a shortage scare or to proposed rationing—is not a buying habit; it is a
manifestation of the imperfections in our education, in our faith, and perhaps even in our frequently
exalted way of life. To the retailer, such panicky customer behavior is very annoying. Customer
buying habits or behavior patterns are not permanently fixed, and certainly not sacred, even though
some habits tenaciously resist change. Many factors are operating in combination to change customer
food-buying behavior patterns. Among these are the automobile, the super market and self-service,
the progress in the development and merchandising of frozen foods, prepared flour mixes, brown-
and-serve baked goods and concentrated fresh milk; the increasing availability of suitable facilities in
the customer's home for preserving these and other highly perishable raw and prepared foods; and the
public's receptive disposition to easier and less time-consuming ways of living. Similar and perhaps
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even more pronounced changes are affecting customer buying behavior patterns of non-food
commodities.
Customer buying behavior patterns can be grouped in relation to:

1. Place of Purchase
2. Items Purchased
3. Time and Frequency of Purchase
4. Method of Purchase
5. Response to Sales Promotion Devices
Place of Purchase:
In general, customers divide their purchases among a number of stores. They shop in more than one
department store and in many specialty stores. Even in buying food there is a division of purchases.
Many customers do not buy their meats or fresh fruits and vegetables where they buy their dry
groceries, although all these goods may be available in the same store. The specialty food store, the
milkman, the produce huckster, and the "hole-in-the-wall" are all getting a share of the total food
business. Where customers have the choice of purchasing the same goods in a number of stores, their
patronage loyalty to any one store is by no means permanent. Witness the grand opening of a new
super market! Many of the customers who flock to the opening are abandoning old patronage
loyalties. Hence, length of patronage also deserves study. Studies of customer buying behavior
patterns with respect to place of purchase are useful in selecting store locations, in choosing
distributors for a product, and in merchandising.
Items Purchased:
Every customer purchase and every store sale consists of a transfer of one or more specific
commodities. No one customer purchases all the different items for sale in a store. Over a period of
time a customer will purchase a substantial selection of the total items available in the store, but that
selection will vary somewhat with each customer. Therefore, in studying customer buying behavior
patterns it is necessary to ascertain (a) what items and (b) how much of each item customers
purchase. The purchase of many necessity items —soap or bread, for example—is common and
ubiquitous. Luxury items, such as caviar or avocado pears, are purchased by a relatively small
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group of customers. The purchase of some items has a strong regional demarcation— grits or live
lobster, for example. Rarely does a customer purchase a single potato or a single carrot. On the other
hand, very seldom does a customer purchase more than one watermelon at a time. The amount of
each item purchased depends on many factors, of which the following are probably the most
important: number of consumers for whom the item is intended; perishability of the item; storage
requirements and facilities available; purchasing power and ready cash; unit of sale; and price. The
introduction of new products and changes in dietary habits also affect the customer's choice of items
and the amount purchased. As previously pointed out, in so far as the customer is the purchasing
agent for a family or a number of consumers, the purchases reflect the characteristics of all the
consumers involved. From the distributor's, manufacturer's and producer's point o? view it is essential
to study what items and how much of each the customer buys by brand or quality, by size or weight,
by price, by type of container, and by season.
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.
NEED FOR THE STUDY:

The basic purpose of this study is to analyse the consumer behaviour towards garments with
special reference to WILLS LIFESTYLE. In the study researcher analyses the behaviour of
theconsumer buyer to understand the new opportunities in the market for theimprovement 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.
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SCOPE OF THE STUDY:
This study is based on a survey conducted in Bangalore city, so itconfirms itself to the analysis of
various consumers. It covers informationgathered from the present and future potential customers
of WillsLifestyle as well as from the respondents who have expressed their viewson readymade
garments. The study emphas is on brand awareness andconsumer behaviour towards wills
lifestyle product (readymadegarments).
RESEARCH INSTRUMENT:
Research instrument is an instrument through which data is collected asaccurate as possible. It
should be easy to use convenient for obtaining data and the researcher should find it easy to gather
accurate data usingthis 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. Theexact format and sequence of the
questionnaire will greatly depend on thestudy 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 respondentsfree 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 fromwhich the respondent must choose.
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 collectionis structured and direct in nature.
MAIL SURVEY: This instrument is a questionnaire but it is sent by mail andresponse is also
obtained by Mail, However, the response could be low.Apart from this there are also other
mechanical or electronicdevices which are also used for getting data.
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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 theareas and aspects the study.
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 witha sample size of 100,
various hindrances are bound to occur. Summary of findings have been recorded and suitable
suggestionare given to improve the business at Wills Lifestyle.
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CHAPTER-THREE
COLLECTION AND ANALYSIS OF DATA
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ANALYSIS & INTERPRATION OF DATA:
Definition of Analysis-
Analysis is the process of breaking acomplex topicor substance into smaller parts to gain a
better understanding of it. The technique has beenapplied in the study of mathematicsandlogicsince
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 areselected are
appropriate and ethical for the groups involved in them. Appropriate ethical approval processes need
to be followed whererequired 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 limitedevaluation 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.
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1. AGE
AGE NO. OF RESPONDENT 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% areteenagers, 20% fall in 30-40 years bracket and 15% of the
respondentsare 40 years and above.
AGE
45
40
35
30
25
20
15
10
5
0
<20 20-30 30-40 40<
Series1 25 40 20 15
INFERENCE
It is inferred that the respondents are not evenly distributed on the basisof age and a high percentage
of the respondents are in the 20-30 yearsage group.
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2. GENDER
GENDER NO. OF PERCENTAGE

RESPONDENT
MALE 42 42%
FEMALE 58 58%
TOTAL 100 100%
ANALYSIS
The above table analysis the gender wise classification of the respondentsat Wills Lifestyle.It is seen
that 42% of the respondents are males and 58% are females.
GENDER
42%
MALE
58%
FEMALE
INFERENCE-
It is inferred that the survey group was not distributed evenly on the basesof gender and there were
more females as compared to males.
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3. OCCUPATION
OCCUPATION NO. OF PERCENTAG35E

RESPONDENT
STUDENT 35 35%
PROFESSIONAL 15 15%
BUSINESSMEN 22 22%
OTHERS 28 28%
TOTAL 100 100%
ANALYSIS
The above table analysis the occupation of the respondents at WillsLifestyle.35% of the respondents
are students followed by 28% are others, 22% are businessman and 15% are professionals being the
least.
OCCUPATION
40
35
30
25
20
15
10
5
0
STUDENT PROFESSIONAL BUSINESSMEN OTHER
INFERENCE
It is inferred that the respondents are not evenly distributed on the basisof occupation and a high
percentage of the respondents are students.
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4. MONTHLY INCOME OF HOUSEHOLD
MONTHLY NO. OF RESPONDENT PERCENTAGE

HOUSEHOLD
INCOME
BELOW 25,000 10 10%
25,000-50,000 42 42%
50,000-75000 30 30%
75,000 AND ABOVE 18 18%
TOTAL 100 100%
ANALYSIS
The above table analysis the monthly family income of the respondents atWills 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.
MONTHLY FAMILY INCOME

45
40
35
30
25
20
15
10
5
0
BELOW 25,000 25,000-50,000 50,000-75000 75,000 ABOVE
Series1 10 42 30 18
INFERENCE
It is inferred that the respondents are not evenly distributed on the basisof monthly family income
and a high percentage of the respondents have a family income between 25000-50000.
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5. PLACES YOU PREFER SHOPPING THE MOST
FACTORS NO.OF RESPONDANT 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 bythe respondents for their
apparels.It is seen that 40% of the respondents prefer to shop from malls which isthe majority
followed by 24% from exclusive showrooms, 16% fromdiscount stores,
12% from exhibitions and the least being the retailstores which is 8%.
PREFERENCE OF SHOPPING
45
40
35
30
25
20
15
10
5
0
RETAIL STORE EXCLUSIVE MALLS EXHIBITIONS DISCOUNT STORES
SHOWROOM
INFERENCE
Thus it can be inferred that majority of the respondents prefer purchasingfrom varied stores and very
few of them are loyal to the specific shop.
27 | P a g e
6. REASON FOR THE VISIT TO THE STORE
FACTORS NO. OF RESPONDENT PERCENTAGE

NEED 13 13%
ON IMPULSE 40 40%
DURING FESTIVAL 18 18%
MONTH END 9 9%
SPECIAL OCCASION 20 20%
TOTAL 100 100%
ANALYSIS
Festivals, special occasions etc influences the purchasing decision of thecustomers.The above table
analysis the data regarding the time of the year people prefer purchasing their products. It can be
observed that 36% of therespondents are impulsive buyers, 18% buy on special occasion, 16during
festivals, 12% according to their needs and 8% prefer buying on month ends.
BUYING BEHAVIOUR
20% 13%
NEED
9% ON IMPULSE
40% DURING FESTIVAL

18%
MONTH END
SPECIAL OCCASION
INFERENCE
Thus it can be inferred that majority of the respondent are not time bound in their purchase and are
impulsive buyers.
28 | P a g e
7. COMPANY PREFERENCE DURING THE VISIT TO STORE
FACTORS NO.OF RESPONDENT 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 toshop with their friends followed by 20% who prefer to shop
alone, 15%with others, 12% with parents and 8% with their spouse respectively.
ACCOMPANIED BY
50
45
40
35
30
25
20
15
10
5
0
ALONE FRIENDS PARENTS SPOUSE OTHERS
Series1 20 45 12 8 15
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.
29 | P a g e
8. PURCHASING OPINION WHILE VISITIG THE STORE
FACTORS NO.OF RESPONDENT PERCENTAGE

ALONE 12 12%
FRIENDS 45 45%
PARENTS 24 24%
SPOUSE 12 12%
OTHERS 7 7%
TOTAL 100 100%
ANALYSIS
The people who accompany the customer are highly influential onhis/her shopping behaviour.The
above table analysis the purchase opinion given by different peopleto the respondents accounting to
friends being the majority showing45%,24% parents,12% take their own decision,12% from their
spouseand 7% depend on others respectively.
PURCHASE OPINION
OTHERS
SPOUSE 7%
12% ALONE
PARENTS
12%
24%
FRIENDS
45%
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.
30 | P a g e
9. MOST APPROPIATE FACTOR TO CONSIDER WHILE SHOPPING

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 fulfillthem should be the basic
objective of any company.The above tableindicates 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 respondentslooks for a favorable exchange facility.
CUSTOMER EXPECTATION
EXCHANGE FACILITY
BRAND
VARIETY
PRICE
QUALITY
0 5 10 15 20 25 30 35
INFERENCE
Thus it can be inferred that the respondents expect high level of qualitywhile purchasing a product
and hence to satisfy them ,the company should maintain high quality standards.
31 | P a g e
10. SOURCE OF AWARENESS ABOUT THE STORE

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 atWills Lifestyle store. Friends
were the main source of awareness accounting to 52%. Advertisement, families and others accounted
for 25%, 10% and 40% respectively.
SOURCES OF AWARENESS
31% 20%
ADVERTISEMENT
FRIENDS
8% FAMILY
OTHERS
41%
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.
32 | P a g e
11. PERCEPTION TOWARDS PRICE

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 pricerange of Wills Lifestyle products.12% of the respondents are
satisfied with the price range offered by WillsLifestyle but 30% of the respondents are not satisfied
with the same. 2%of the respondents are highly satisfied with the price range. Neutralaccounts to
56% of the total respondent.
CUSTOMER PERCEPTION TOWARDS PRICE

60
50
40
30
20
10
0
SATISFIED HIGHLY SATISFIED NEUTRAL DISSATISFIED HIGHLY
DISSATISFIED
INFERENCE
Thus it can be inferred that majority of the respondent have neutral viewabout the price range but
there is large percentage of respondents who arenot satisfied with the price range offered by Wills
Lifestyle.
33 | P a g e
12. PRECEPTION TOWARDS DISCOUNT AND OFFERS

SATISFIED 8 8%
NEUTRAL 52 52%
DISSATISFIED 30 30%
TOTAL 100 100%
ANALYSIS
Periodly Discounts and special offers appeal to the customersThe above table analysis the opinion of
the respondents about the variousdiscounts and offers given by Wills Lifestyle.8% of the respondents
are satisfied with the discounts and other offersgiven by Wills Lifestyle but 30% of the respondents
are not satisfied withthe same. Only 10% are highly dissatisfied with the discounts and offers. Neutral
accounts to 52% of the total respondent.
CUSTOMERS PERCEPTION TOWARDS DISCOUNTS

AND OFFERS
NEUTRAL
52%
DISSATISFIED
30%
HIGHLY
DISSATISFIED
HIGHLY SATISFIED SATISFIED 10%
0% 8%
INFERENCE
It can be inferred that majority of the respondent were dissatisfied withthe various discounts and
offers offered by Wills Lifestyle.
34 | P a g e
13. PERCEPTION TOWARDS RANGE OF PRODUCTS

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 therange of products available in the
store. The above table analysis theopinion of the respondents about the product range of Wills
Lifestylestore.37% of the respondents are satisfied with the present product range but8% of the
respondents are not satisfied with the same. 51% of therespondents fall under the neutral category.
4% of the respondents arehighly satisfied with the current product range
CUSTOMERS PERCEPTION TOWARDS RANGE OF

60 PRODUCTS
50
40
30
20
10
0
SATISFIED HIGHLY SATISFIED NEUTRAL DISSATISFIED HIGHLY
DISSATISFIED
INFERENCE
Thus it can be inferred that majority of the respondent have neutral viewabout the product range but
there is large percentage of respondent whoare satisfied with the current product range offered by
Wills Lifestyle.
35 | P a g e
14. PERCEPTION TOWARDS WILLS LIFESTYLE

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 WillsLifestyle showroom by the
respondents.62% of the respondents find the showroom to be good, 30% find itexcellent and 8% feel
it’s not up to the mark.
CUSTOMERS PERCEPTION TOWARDS WILLSLIFESTYLE
70
60
50
40
30
20
10
0
EXCELLENT GOOD FAIR
Series1 30 62 8
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.
36 | P a g e
15. SUGGESTION TO IMPROVE MARKET SHARE OF THE COMPANY

CREATE MORE AWARENESS 13 13%
IMPROVE QUALITY 9 9%
LESS PRICING 42 42%
MORE OUTLET 16 16%
MORE OFFER, DISCOUNT 20 20%
ANY OTHER 0 0%
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 anyother suggestion.
SUGGESTION TO IMPROVE THE MARKET SHARE OF THE

COMPANY
LESS PRICING
42%
IMPROVE QUALITY
9% MORE OUTLETS
16%
CREATE MORE
MORE OFFERS,
AWARENESS
ANY OTHER DISCOUNT
13%
0% 20%
INFERENCES-
Thus it can be inferred that a high percentage of customers are in supportof reduction in prices to
increase the market share of the company.
37 | P a g e
CHAPTER-FOUR
PROJECT FINDINGS
38 | P a g e
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 tomales.
 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.
 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.
39 | P a g e
RECOMMENDATIONS:
 As there is very low store loyalty among the respondents, WillsLifestyle has to create a niche
for itself.
 As it is found that friends are the most influencing group for all thegroup of people, Wills
Lifestyle should consider this as there targetmarket and target this group for increasing their
sales.
 As Wills Lifestyle clothing and accessories is a part of ITC group itshould spend more on
advertisement and sponsor corporate eventsto create awareness Advertisement through radio
and newspaper will help them to create awareness to a greater extent.
 Wills Lifestyle should try and create more awareness for its low priced products because only
handful of people know about thisand most of them perceive that Wills Lifestyle products are
high priced.
 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.
 Wills Lifestyle should give more discounts and offers particularlyduring local festival or main
festivals and should create awarenessfor the same through newspaper or radio or by putting
hoardings at main places.
 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.
 Respondents prefer Wills Lifestyle products in other shoppingmalls. For the same they
suggest Wills Lifestyle to keep their products in big shopping malls because there is a large
percentageof respondents who shop only in big shopping malls and not in anyexclusive store.
So availability of products at different places willincrease the sale and create new customers.
40 | P a g e
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 tohis wants and needs. It is over here that retail outlet such as WillsLifestyle has come into
picture satisfying the various consumer needs.From the survey conducted on the consumer behavior
towards WillsLifestyle the following can be concluded:
 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.
 More than half of the respondents are happy with the quality and availability of the products.
 Most of the Customers are delighted with the location of the WillsLifestyle as it is located in
the midst of lucknow city, but not all.
 Since price is the most important factor the customers look in, willslifestyle has not succeeded
much in keeping up its image for valueof money, as its price has been rated neutral followed
by many of its customers being dissatisfied.
 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 needsimprovement in regard to price and
offering value for money to their customers.
41 | P a g e
QUESTIONNAIRE
2. Age
i. >20 year [ ] ii. 21-29 year [ ]

iii. 30-39 year [ ] iv. 40 year < [ ]
3. Gender
i. Male [ ] ii. Female [ ]
4. Occupation
i. Student [ ] ii. Professional [ ]
iii. Businessmen [ ] iv. Others [ ]
5. What is the monthly income of your household?
i. Below 25,000 [ ] ii. 25,000-50,000 [ ]

iii. 50,000-75,000 [ ] iv. 75,000 above [ ]
6. Which of the following places you prefer shopping the most
i. Retail Store [ ] ii. Exclusive showroom [ ]
iii. Mall [ ] iv. Exhibition [ ]
v Discount store [ ]
7. From the given option below please tick the one which tells the most appropiate reason
for the visit to the store
i. Need [ ] ii. On impulse [ ]
iii. During Festival [ ] iv. Month end [ ]
v. Special Ocassion [ ]
42 | P a g e
7. Which type of company do you prefer to have while visiting the store?
i. Alone [ ] ii. Friends [ ]
iii. Parents [ ] iv. Spouse [ ]
v. Others [ ]
8. Who gives the purchasing opinion to you while visitig the store?
i. Alone [ ] ii. Friends [ ]
iii. Parents [ ] iv. Spouse [ ]
v. Others [ ]
9. What is the most appropiate factor that you consider while shopping
i. Quality [ ] ii. Price [ ]
iii. Variety [ ] iv. Brand [ ]
v. Exchange facility [ ]
10. Wich source gives you most awareness about the store
i. Advertisement [ ] ii. Friends [ ]
iii. Family [ ] iv. Others [ ]
11. How satisfied you are with the price of apparels in the outlet
i. Satisfied [ ] ii. Highly Satisfied [ ]
iii. Neutral [ ] iv. Dissatisfied [ ]
v. Highly Dissatisfied [ ]
43 | P a g e
12. How satisfied you are towards the discount and offers provided at the store
13. How satisfied you are towards the product range provided at the store
14. What is your perception towards WILLS LIFESTYLE showroom
i. Excellent [ ] ii. Good [ ]
iii. Fair [ ]
15. What is the single reason you will give to improve the market share of the company
i. Create more awareness [ ] ii. Improve quality [ ]
iii. less pricing [ ] iv. More Outlets [ ]
v. More offers and discount [ ] vi. any other [ ]
44 | P a g e
BIBLIOGRAPHY
 http://www.willslifestyle.com/classic.aspx dated- 20 Sep’ 14
 http://www.shopwillslifestyle.com/custom/wills-classic.html dated- 20 Sep’ 14
 http://www.shopwillslifestyle.com/custom/wills-sport.html dated- 20 Sep’ 14
 http://en.wikipedia.org/wiki/ITC_Limited dated-17 Sep’ 14
 https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=8&
cad=rja&uact=8&sqi=2&ved=0CEcQFjAH&url=https%3A%2F%2Fexplo
rable.com%2Fresearch-
methodology&ei=xOY6VNDkM9aPuASK14HoAQ&usg=AFQjCNFdjXEr
DeBDQIyuqQe7KmbeMmlK6A&bvm=bv.77161500,d.c2E dated-17 Sep’ 14
45 | P a g e

Summer Internship Project: Consumer Behaviour at Wills Lifestyle

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SUMMER INTERNSHIP PROJECT

CONSUMER BEHAVIOUR AT WILLS LIFESTYLE

West Bengal University of Technology, Kolkata

Students Name: JAICKY PRINCE DAYAL

Roll no: 13600913046

Registration no: 131360710046

Army Institute of Management, Kolkata

This is to certify that Mr.JAICKY PRINCE DAYAL, WBUT Regn.No.

Full Signature of External Guide

Full Signature of Internal Guide

My Summer Internship Projects “Consumer Behaviour at Wills Lifestyle has been a

 CHAPTER 1: THE COMPANY

 CHAPTER 2: PROJECT DETAILS

Purpose and Scope

 CHAPTER3: COLLECTION AND ANALYSIS OF DATA

 CHAPTER 4: PROJECT FINDINGS

ITC diversified into body care products in 2005.

The company began online sales in 2014.

Synonymous with elegance and effortless

In line with ITC's aspiration to be India's premier FMCG

superior value proposition to discerning consumers. Anchored on

ITC's state-of-the-art manufacturing facility meets stringent requirements of hygiene and

Extensive insights gained by ITC through its numerous consumer

STUDIES of customer behavior in retail stores usually deal with:

CUSTOMER BUYING BEHAVIOR PATTERNS:

Customer buying behavior patterns can be grouped in relation to:

OBJECTIVES OF THE STUDY:

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

NEED FOR THE STUDY:

QUESTIONNAIRE: Questionnaire is a popular means of data collection instrument. A

COLLECTION AND ANALYSIS OF DATA

AGE NO. OF RESPONDENT PERCENTAGE

BELOW 20 YEARS 25 25%

GENDER NO. OF PERCENTAGE

OCCUPATION NO. OF PERCENTAG35E

MONTHLY NO. OF RESPONDENT PERCENTAGE

MONTHLY FAMILY INCOME

FACTORS NO.OF RESPONDANT PERCENTAGE

FACTORS NO. OF RESPONDENT PERCENTAGE

40% DURING FESTIVAL

FACTORS NO.OF RESPONDENT PERCENTAGE

FACTORS NO.OF RESPONDENT PERCENTAGE

FACTORS NO. OF RESPONDENT PERCENTAGE

FACTORS NO. OF RESPONDENT PERCENTAGE

FACTORS NO. OF RESPONDENT PERCENTAGE

CUSTOMER PERCEPTION TOWARDS PRICE

FACTORS NO. OF RESPONDENT PERCENTAGE

CUSTOMERS PERCEPTION TOWARDS DISCOUNTS

FACTORS NO. OF RESPONDENT PERCENTAGE

CUSTOMERS PERCEPTION TOWARDS RANGE OF

FACTORS NO. OF RESPONDENT PERCENTAGE

CUSTOMERS PERCEPTION TOWARDS WILLSLIFESTYLE

FACTORS NO. OF RESPONDENT PERCENTAGE

SUGGESTION TO IMPROVE THE MARKET SHARE OF THE

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.

i. >20 year [ ] ii. 21-29 year [ ]

i. Male [ ] ii. Female [ ]

5. What is the monthly income of your household?

i. Below 25,000 [ ] ii. 25,000-50,000 [ ]

6. Which of the following places you prefer shopping the most

i. Retail Store [ ] ii. Exclusive showroom [ ]

iii. Mall [ ] iv. Exhibition [ ]