CONSUMER BEHAVIOUR IN NEW DELHI MARKET OF LINGERIE INDUSTRY

CONTENTS

Chapter No. Contents Page No.

I Acknowledgements I
II Declaration II
III Executive Summary III
IV Introduction 3-10
IV.I Background of the research 3
IV.II Literature Review 4-8
IV.III People involved and positions held 8-10
V Analysis and Findings 10-16
V.I Type of analysis 10
V.II Tables and Figures 10-15
V.III Explanatory Text 15-16
VI Conclusions and Recommendations 17
VII Research Methodology 17-22
VII.I Type of Study 17
VII.II Intent of Study 18
VII.III Definition of population 18-19
VII.IV Sample design and technique 19
VII.V Data Collection method 19-20
VII.VI Questionnaire 20-22
VIII Limitations 22
VIII.I Sample size limitations 22
VIII.II Sample selection limitations 22
IX Appendices 22-27
IX.I References 22
IX.II Questionnaire 23-27

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CONSUMER BEHAVIOUR IN NEW DELHI MARKET OF LINGERIE INDUSTRY

TABLE OF FIGURES

Contents Page No.

Graph 1 Age ratio of the sample population 10
Graph 2 Satisfaction ratio of the sample population 11
Graph 3 Buying frequency of the sample population 11
Graph 4 Willingness to spend of the sample population 11
Graph 5 Colour preference of the sample population 12
Graph 6 Material preference of the sample population 12
Graph 7 Rating of important factors by the sample population 12
Graph 8 Graph representing willingness to spend and brand preference 13
Table 1 Cross Tabulation – case processing summary 14
Table 2 Cross Tabulation 15

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CONSUMER BEHAVIOUR IN NEW DELHI MARKET OF LINGERIE INDUSTRY

INTRODUCTION

BACKGROUND

LITERATURE REVIEW

Market Scenario

PEOPLE INVOLVED AND POSITIONS HELD

ANALYSIS AND FINDINGS

TYPE OF ANALYSIS

TABLES AND FIGURES

Graph 5
Graph 8

Legend (Which of the type of

brands would you generally buy
lingerie from) –
1 – Affordable brands
2 – Premium brands (including
HunkeMoller, Lasenza)
Graph 6
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CONSUMER BEHAVIOUR IN NEW DELHI MARKET OF LINGERIE INDUSTRY

Table 1

Table 2

EXPLANATORY TEXT

CONCLUSIONS AND RECOMMENDATIONS

RESEARCH METHODOLOGY
The method in which data is being collected plays a crucial role in a research. The method
defines the authenticity of the data and also represents the creativity of the person collecting
them. If data is collected carefully with a proper method then chances of authentic results
increases. Research methodology implemented is as follows:

1. Selection of the data to be collected.

2. Preparing questionnaire for the data selected.

3. Deciding the way of representation.

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CONSUMER BEHAVIOUR IN NEW DELHI MARKET OF LINGERIE INDUSTRY

4. Presenting the questionnaire to the subjects.

5. Gather all the data from the sources.

6. Categorizing the data and representation of data.

7. Analyzing the data according to the need of the research.

8. Observe the pattern of data and infer from the results.

9. Arriving at a solution, and suggest proper advices.

TYPE OF STUDY

Consumer Behaviour Analysis, is a study of individuals, groups or organisations and all the
activities associated with the purchase, use and disposal of goods and services including the
consumer’s emotional, mental and behavioural responses that proceed or follow these
activities.

We have conducted this study to understand the consumer behaviour and buying pattern.
Through our research, we would help a new retailer to figure out the placement of brands in
accordance to the consumer preference to a particular brand and their willingness to spend
in certain locality.

INTENT OF STUDY
Descriptive Research is defined as a research method that describes the characteristics of the
population that is being studied. This methodology focuses on the “what” of the research
subject rather than the “why” of the research subject. In other words, it “describes” the
subject of the research, on the basis of demographic qualities of the sample.
Characteristics of descriptive research –
1. Quantitative research
2. Uncontrolled variables
3. Cross-sectional studies
4. Basis for further research

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CONSUMER BEHAVIOUR IN NEW DELHI MARKET OF LINGERIE INDUSTRY

Advantages of descriptive research –

1. Data collection
2. Varied data
3. High quality and honest data
4. Quick to conduct and cheap
5. Forms basis for decision making
Disadvantages of descriptive research –
1. Confidentiality
2. Halo effect
3. Sample isn’t representative
4. No scope to learn cause
Our research involves collection of data from target population and descriptive research
revolves around this aspect of conducting research. After collection of information, analysis
is done and further inferences and predictions are made according to these demographics.

DEFINITION OF POPULATION
Population can be defined as a complete set of elements (persons or objects) that possess
some common characteristic demarcated by the sampling criteria established by the
researcher.
Our population consists of women with age groups ranging from 18 to 50, having different
working status be it a student, a working professional or a home-maker. Despite having a
small sample, we wanted our population to be diverse so that we can get a heterogeneous
mix of responses.

SAMPLE DESIGN AND TECHNIQUE

Sample design is the framework, or road map, that serves as the basis for the selection of a
survey sample and affects many other important aspects of a survey as well. In a broad
context, survey researchers are interested in obtaining some type of information through a
survey for some population, or universe, of interest. One must define a sampling frame that
represents the population of interest, from which a sample is to be drawn.

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CONSUMER BEHAVIOUR IN NEW DELHI MARKET OF LINGERIE INDUSTRY

Cluster sampling is a sampling plan used when mutually homogeneous yet internally
heterogeneous groupings are evident in a statistical population. It is often used in marketing
research. In this sampling plan, the total population is divided into these groups and a simple
random sample of the groups is selected.

DATA COLLECTION METHOD

QUESTIONNAIRE
Limitations

LIMITATIONS
SAMPLE SIZE LIMITATIONS

SAMPLE SELECTION LIMITATIONS

APPENDICES
REFERENCES

https://www.indianretailer.com/article/sector-watch/fashion/The-Evolution-Growth-of-
Lingerie-Market-in-India.a5851/
https://www.questionpro.com/blog/judgmental-sampling/

QUESTIONNAIRE