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Vishwainternship 141005164819 Conversion Gate01 PDF
Vishwainternship 141005164819 Conversion Gate01 PDF
AMITY UNIVERSITY
Industrial Internship
Carried out atLandmark Group, Max Fashion India has been submitted
during the academic year 2013-14 under the valuable guidance of Ashtha
Virmani,Rahul Singh, Rajiv Ranjan,other Department Managers at Max Fashion India
and My faculty atAmity School of Fashion Technology Ms.Pooja Verma, Director,
Amity School of Fashion Technology, Lucknow, Amity Universityand keen supervision
of Ms. Shikha Chantia in partial fulfillment of the requirements of the MA- Fashion
Retail Management (MA-FRM) degree of Amity University. Further I extend my
declaration that this report is my original work and was previously not formed the basis
for the award of any Master degree.
VISHWA VARUN
Enrollment No:A7820413001
ACKNOWLEDGEMENT
It gives me immense pleasure to acknowledge and thank all those who have given consistent guidance
like my family member Surabhi Singh, My Father, Shishram Shivrayan, Astha Virmani, Mridula Sahay
Mehrotra, Sanjay Saxena Advice and encouragement in my endeavor. I would also like to thank all those
persons who have spent their Valuable time to contribute the required information to me and gave me
support while doing this project.
VISHWA VARUN
Executive Summary
As max is the mass brand it covers middle class and lower middle class
consumers, upper middle class go for daily wear clothing’s.
Indian consumers are very much pricing sensitive, too much competition in
market, so its assortment planner responsibility to understand the consumer
profile of Max consumers and mood.
If consumer don’t find product as per need and taste, they go for another brand.
Sales people know better regarding old merchandise which is best seller during
previous season.
Core values
Passion for excellence
Integrity in everything we do
Key strengths:
The Landmark Group has grown consistently in every market condition displaying
stability of performance and high value for our customers across the globe. Our
strengths lie on the four pillars of strategic business, efficient operations, logistics
and the people who drive our success as a group.
Business
Logistics
Operations
People
Logistics:
Efficient supply chain management
Competitive global sourcing capabilities
State-of-the-art IT systems and solutions
Largest importer of non-food items in the Middle East handling over 63,000
TEU's per annum.
Operations:
Cost efficient operations and optimum use of resources.
Attractive, extensive customer loyalty programmes.
People:
Decentralized decision making teams with hands-on management
capability.
Continuous investment in human resource development and training.
Our businesses:
As one of the largest retail conglomerates in the Middle East and India, the
Landmark Group has a diverse portfolio of retail and hospitality brands.
Retail Brands
Hospitality Brands
Mall Management
7 Amity School of Fashion Technology
Retail Brands:
The Landmark Group provides value-driven products for the entire family through
a diverse portfolio of core retail brands:
Centre point
Baby shop
Splash
Shoe mart
Lifestyle
Iconic
Max
Shoe xpress
Landmark International
Home centre
Emax
Home box
Sports one
Landmark retail dealing in India…..
The Landmark Group provides a value-driven product range for the entire family
through a diverse portfolio of core retail brands. This includes a host of home
grown brands in addition to international franchise offerings.
These brands have evolved to become the preferred choice for consumers and
are category leaders.
Splash
Max
Home centre
India
About Max
Launched in the UAE in May 2004, Max is the largest value-fashion brand in the
Middle East and caters to the mid-market segment.
With over 226 stores across the Middle East, North Africa and India, Max plans to
expand its network to more markets within the region. With stores that typically
measure between 1,800 sq. m to 2,800 sq. m, the company sells its own-label
apparel for men, women and children, along with footwear and home
accessories. With a friendly shopping experience, Max delivers More Fashion
More Value.
Beat Diabetes:
Landmark Group organized the Beat Diabetes walkathons and free blood glucose
tests in six countries. Over 25,000 people joined the walks and more than 30,000
people took tests.
Dubai Cares:
Landmark Group extended its support to Dubai Cares, for its School Feeding
Programme; customers could donate AED 5 or more while making purchases at
the stores. The Group raised AED 731,000 in three months.
Waste Recycling:
The Group’s recycling initiative has helped recycle 1,632 tonnes of paper in the
last year, which is equivalent to saving 27,000 trees. Landmark Group also uses
biodegradable plastic bags, recycled paper bags, and jute and canvas shopping
bags.
"At Landmark Group, our statement of purpose is 'creating exceptional value for
all lives we touch'. This is as true today as it was in 1973, when we started with
Baby shop in Bahrain.
Chairman
Micky Jagtiani
Area Manager
Departmental Manager
Sales executive
Max offers apparels for whole Indian family from kids to adults and Men’s
to women’s, from ethnic to modern apparels.
Max target consumer is middle class and lover middle class.
As Max tagline says “Look Good, Feel Good”.
If female wants to shop for daily wear she can get a t-shirt and kurtis in just
250 rupees onwards. Same with males.
Max knows his target consumer and offer according to that.
During my internship I studied each and every department with the range and
depth of department.
Each and every department has particular codes so that people can understand
the merchandise which it belongs.
Department Code:
Western wear department
52
Ethnic Wear department
48
Footwear Department
49
Men’s wear Department
51
Accessories Department
46
Kid’s Wear department
50
Product Categories:
On the basis of price band they categories products
o Basic
o Non Basic
Basic Products:
In this category product rage till 399.Simply one can say price of basic will always
be less than Non basic.
CCP: Core Chest Print: 151 (For age more than 25)
YCP: Young Chest print: 152 (For age less than 25)
o Essentials 157
o Denim 155
o Sporty 159
o Lingerie 163
o Night wear 158
Fusion
Traditional
Tavisha (Suit,Top,Higher cotton base embroidery work)
o CKD: Chudidar Kurta Dupatta
o SKD: Salwar Kurta Dupatta
Tavisha Line:
o CKD
o SKD
o Cotton
o Polyester
o Viscose
Men’s Section:
In men’s section max have
Shoes
Sandals
Max don’t have formal shoe’s
Women’s Section:
Sandal
Fashion heel sandal 899
Basic heel sandal 899
Fashion flat sandal 899
Basic flat sandal 899
Shoe:
Ballerina shoe 799
Casual shoe 499
Canvas shoe 449
Plastic Molded shoe 299
17 Amity School of Fashion Technology
Kids section:
Canvas shoe
Sandal
Plastic molded shoe
Formal dress
Formal shirt 39 to 44
Formal trouser 28 to 38
Semi formal dress
CND: Casual Non Denim
Casual dress
Denim 28 to 38
Sports
Inner wear and Sleep wear
Small is 39
Medium is 40
Large is 42
XL is 44
Double XL is 46
Kids Department:
Max offers products for
o Gondola
o 4 way browser
o 6 way browser
o D-shape browser
o T-arm
o Step Arm
o Round Table
o Nesting Table
o A-Stand
o A-Rail
o Wall (area count in meters )
Concessional brands:
Kappa (lifestyle brand)
Mélange (lifestyle brand)
Peter England
W
Bossini
John Player
Max Trenday
Women’s day out
End of season sale
Max kids festival
Season Cycle:
Spring
Summer
Season Cycle
Winter
Pre Autumn
1) Spring: This season starts from February and ends in April end.
3) Pre Autumn: This season starts from July and ends in the month of October.
4) Winter:This season starts from November and ends in the month of January.
23 Amity School of Fashion Technology
Chapter: 2-Introduction
In today’s keen competitive environment store image and atmosphere are
recognized by retailers as important factors influencing customers’ decision
making processes.
Moreover, the term atmospherics refers to the stimuli in the store environment
which have a direct influence on customers purchase behavior.
a. Visual /Light
b. Sound
c. Fragrance /Smell
d. Touch
To understand how impulse buying occurs, we have to start from scratch and first
have a look at the “normal/planned buying process” before moving onto the
“impulse buying making process”.
The purchasing process starts with need recognition – the buyer recognizes a
need.
This recognized need can be triggered by internal or external stimuli. Once the
need is identified, consumer will start seeking for information. At this level,
consumer will process the information and may take the buying process to the
next level, which is the purchase decision.
Firstly, social factors involve geographic and sociologic influences, which are
culture, subculture, social class and family that affect the consumer’s behaviour
through direct and indirect messages and feedbacks.
Sticking to the social factors, reference groups also affect consumers’ thoughts,
feelings, and actions. Secondly, marketing influences, known as the 4P’s (Product,
Price, Place, Promotion), also have an impact on the process.
Unlike planned purchase, impulse buying does not result from an information
search to satisfy a particular requirement since the fulfillment may come from the
act of shopping itself.
Consumers impulse buying process begins now with browsing, followed by create
desire before entering the purchase and the post purchase stage.They are also no
longer affected by social, marketing and situational influences but by internal and
external factors
External Motivators:
o Visual stimulus
o Self service
o Store environment
o Discounts
o Display
o Shelf space
o Ambient factors
o Social factors
o Perceived crowding
o Ownership of credit card
o Shopping format
Unlike internal motivators, external factors are those that retailers can influence.
Here, consumer impulse purchasing behavior is influenced and triggered by many
shop related factors such as visual stimulus, shopping format, self-service, store
environment, discounts, display, shelf space, ambient factors, social factors
perceived crowding, ownership of credit card
Visual Stimulus:
Visual stimulus encountered accidentally by the shopper can generally be the
product itself or promotional signage .consumer impulse buying is driven by the
environmental stimulus and is followed by an unexpected urge to obtain it (I see I
want to buy).
Merchandising also seduces and charms your customers into add-on sales. With
careful consideration, retailers can relate directly to their customers and obtain
customer loyalty through careful branding and attractive stores.
o Creating themes/stories
o Co-ordination
o Blocking by style/type
o Using color (complementary or contrasting)
o Symmetry and balance
o Repetition
Think about how the merchandise 'sits together' does it tell a story? Dare to be
different. Unusual and big displays attract interest.
People love novelty and something they haven't seen before. Look for inspiration
from the Internet, films, books and most importantly other retailers. The best
ideas may come from what they have tried and tested.
The more merchandise customers are exposed to, the more they tend to
buy i.e. Store Tourism.
Shoulder-out presentation:
The way most garments are hung in home closets with only one side showing
from shoulder to bottom.
Hanging of clothing with the front fully facing the viewer. This should always be
done at entrances and aisles.
To utilize the maximum space of the store it’s very important to do the well
managed planogram.
Select the right fixture as per the space and merchandise to be displayed.
Today various types of fixtures in use. Such kind of fixture comes under category
of modular fixtures
This wall system combines 4-foot wall panels with 2-foot panels, and they are
connected by vertical slotted standards that hold the assorted hardware available
for the system: hang-rods, shelf brackets, books, bins, and so on. In addition, the
panels are finished with drilled holes so that hangers or forms can be pegged into
them for merchandise display.
Most important in a modular system are the strict adherence to the dimensions,
the detailing of the connections and connectors, the availability of accessories,
and the ability to rearrange parts visually and easily.
Dump tables/bins:
A rimmed table or bin used to hold sale or special merchandise on the sales floor,
especially in discount operations; it has no formal
arrangement
Four-way rack:
T-Stand:
Freestanding, two-way stand in the shape of a T, which holds clothes on hangers,
sometimes with one straight arm and one waterfall.
Waterfall:
A fixtures with an arm that slants downward, that contains knobs to hole face-
forward hangers with clothing at various levels.
The three major situational influences are Time, Place and Conditions.
Time—If a customer is in a hurry or the store is crowded this can change the way
information is processed. The customer may not have time to consider all the
brand alternatives and this will affect what they purchase.
Point-of-purchase displays
Such display can attract attention to a brand and produce a greater likelihood of
purchasing that brand. For example, an end-of-aisle display featuring a particular
brand of snack food will increase purchases of this brand over normal shelf sales.
Color:
Colors mean different things to different cultures, and the store (or website)
needs to have full understanding of colors and their meanings. Colors are used to
affect customers and in most cases they won’t even know it! In the US red is an
energy color and is often used to stimulate the appetite, where as blue is a
calming color.
Smell:
The study of smell and how they affect shopping habits is just beginning, however
we already know one thing—if a store smells bad, customers won’t shop long!
Music:
Music influences a customers’ mood. Slow tempo music relaxes the customer and
causes them to linger in the store longer, whereas fast tempo music may be
better for stores and restaurants that need rapid turnover. Music isn’t just about
speed, the type of music must match the store. A Texas barbeque themed
restaurant would attract more customers with country music rather than pop
music.
Promotional deals:
Such as off sales or 2-for-the-price-of-1, offer an economic purchase incentive.
This is done quite often in the promotion of frequently purchased products like
toothpaste.
Physical Features:
Décor, lights, sounds, weather, employee clothing, store layout and visible
configuration of shelves and merchandise. All of these things combine to create
feelings in customers.
A department store that wants to sell expensive clothing needs to have stylish
fixtures, colors and furnishings, and the employees should fit into this stylish
atmosphere.
Store layout can also affect brand purchase as well as the total in-store
expenditure.
Is there any relation in consumer buying behaviour and store format, store
display?
Observation methods
Direct interaction and solving queries of consumers. To find out the affect of
visual merchandising on buying behavior of customers.
Sample size:
100
Location:
Data Source:
Both secondary data and primary data were used for the information generation.
The inferences were drawn mainly from primary source by making them fill
questionnaire
During the study, five important factors (quality, price, variety, design and
visual merchandising) affecting the purchase of apparels have been
identified.
Data collection by following methods
Direct interaction and solving queries of consumers. To find out the affect
of visual merchandising on buying behavior of customers.
I frequently asked question to consumer’s sample of questioaire attached
in last.
Visual display change as per seasons and latest arrival in the stores.
Which apparels are displayed in store branding was not available in store.
Music was also not happening in the store to set consumer mood.
Assortment planning need improvement. Which products are not moving are still
displayed in sections.
Fast moving product need to replenish as soon as product move from store.
Like in kids department consumers were looking for more ethnic and party
dresses.
Windows display acts as a stimulus for the customers to enter the store. It has
various benefits like displaying best merchandize, providing information about
new arrivals and attracting price sensitive customers by displaying promotional
merchandise therefore retailers should put up an attractive and informational
display.
Visually appealing stores and outlets did help the respondents to create an image
of the brand in the minds of the customers.
There should be proper relation between the season and the products displayed.
The store environment should be warm, welcoming and friendly giving a
customer a memorable shopping experience.
Music is played in retail store not with the objective of providing entertainment
but for influencing buying behavior.
The Store should be organized logically like proper groups and categories should
be mentioned, so that all merchandize of one type, color, and size is positioned
together helping the customer to make a clear choice.
Do proper assortment planning from corporate to store level as per trend and
past sale.
Play Hindi songs, soft music, very irritating songs play in max.
Max running out of stock in many categories, on moving stock stored in stock. It
needs improvement.
It may be some fabric knowledge, Washing pros and cons, how to improve life of
garment, something interesting.
Why not introducing some CREDIT facility for students, either students can
deposit small amount in installments and shop after 3 or 6 month of whole
amount they deposited.
Did you buy any item impulsively i.e. items that you didn’t plan tobuy before
entering the store but you end up buying it ? Yes or No
Consumer behavior
http://www.marketingteacher.com/consumer-behavior-atmospherics/
Visual Merchandising
Google
Wikipedia