Assignment – 1

Consumer Research on FabIndia in terms of Perception

Submitted
By

Aastha Jain
Ananya Ray
Nityasuddha Mohapatra
Samiksha Jain
Shivani Mishra
Trisha Bhel
Consumer Behaviour and Neuro Marketing
"MASTER OF FASHION MANAGEMENT (MFM)"

Submitted to
Professor Santosh Tarai

Department of Fashion Management Studies (FMS)

National Institute of Fashion Technology (NIFT)

Web: www.nift.ac.in
May, 2022

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 Table of Contents

Sl. No. Title Page No.

Acknowledgement ii

Table of Contents iii

1 Executive Summary 1

2 Introduction 2

3 Literature Review 4

4 Primary Data Collection 13

5 Primary Data Analysis 17

6 Data Analysis With Respect To Age Group And Gender 18

7 Brand awareness of Fabindia 18

8 Consumer Buying Behaviour 18

9 Consumer Perception about FabIndia 20

10 Consumer Buying Frequency 20

11 Consumer Attraction towards different category of FabIndia 20

12 Consumer Motivation 21

13 Findings & Recommendations 22

14 Conclusion 23

15 References 24

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1) Executive Summary
The purpose of this study is to assess the consumer behaviour and factors influencing their
buying choices. Consumer behaviour is the study of how, when, why, and where individuals
may or may not purchase a product. It tries to recognize the consumer decision making process.
Fashion industry can be classified as a complex and constantly changing industry to the needs
of customers, which are subject to universal trends and apparel from all around the world. Due
to the market globalization, the variety of products available for the people are bigger as well as
the selection of buying decisions. The factors that impact customers on this process are quite a
few and also the subsequent buying decisions that can be divided into spontaneous or
calculated. This project assists us to realize the reason behind the consumer's decision of
selecting FabIndia products. Both raw and secondary data has been used. Primary data was
gained with the help of online survey. FabIndia has a wide variety of product lines varying from
clothing to home furnishings. Nonetheless it was found out in this study that out of all the
merchandise , the Clothing segment of Fabindia is more favoured than organic food and home
furnishing. Fab India falls behind in endorsing other product lines other than clothing. Fab
India’s customers consist mainly of Female and are aged among 25-30 years. After doing the
necessary study it is suggested that FabIndia should grow itself by opening distinct stores for
organic food and home care products so that the customers get to learn more about these
product lines which will result in increasing sales. It is also suggested to improve their Kid’s
clothing section as many customers do not find it much striking. FabIndia should also focus on
selling clothing for teenagers which will appeal more teenagers to purchase from this brand and
it will increase the company’s sales greatly.

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2) Introduction
The following study is around the behaviour of the customer while purchasing, examining and
identifying the brand FabIndia. For any company it is vital to know how a customer sees,
examines and purchases the facilities offered by the brand in order to know what are the causes
that are prompting and encouraging the buyer to purchase or not to purchase their services, this
benefits the seller to evaluate and improve. It is also significant for a company to continuously
study and develop to preserve the loyal clients or to have loyal clients satisfied. In this report we
had a sample size of 54. Our survey was prepared to realize different type of consumers on the
basis of gender age are choosing to buy and what are the reasons influencing to buy services of
Fabindia and their involvement with the brand and to what scope they are ready to endorse
Fabindia to others. And by this study we witnessed that only 80 % of the people are aware of
this brand even though it being more than 50 years in the business out of which more than 50%
are females and are among the age group 25-30 who buy once a year. And we also witnessed
that most of them are identifying it as an Traditional Indian women's clothing and as a brand of
value with more than 60% ready to suggest the brand to others. From this study we understood
and would recommend the brand to ramp up its promotion strategies. Fabindia was founded by
John Bissell who worked for Macy’s, New York and came back to India in 1958, as a advisor
for Ford Foundation to guide the Government of India to start Central Cottage Industries
Corporation. He was allowed two years to teach Indian villagers in creating goods for export.
He firmly thought in the evolving Indian textile industry and was firm to display Indian
handloom textiles with a direction to deliver employment to traditional crafts worker . He
encountered a British designer Terence Conran in 1964 who’s newly formed home furnishing
brand Habitat rapidly became one of their main clients meanwhile it also developed a
distribution system in the United States providing their goods to mom and pop stores.

2.1) History
The brand FabIndia was founded in 1960 by John Bissell to showcase the craft traditions of
India. It started off as an exporter of home furnishing goods. Fifteen years later the brand
opened its first retail store in Greater Kailash, New Delhi in 1975 and by the early eighties
FabIndia was widely known as a hand woven and hand printed garment producer. Later in 2000
the non textile range of products was introduced, while in 2004 organic foods which formed a
natural extension to the brand's commitment to traditional techniques and skill was added. And
followed by personal care products in 2006. And the handcrafted jewellery in 2008.

2.3) Vision
The vision of the brand is to celebrate the crafts of Indian heritage and showcase to the world.

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2.4) Mission
The mission of FabIndia is to strengthen and support the handwoven and handcraft community,
the designers, artisans, farmers etc of India. And to satisfy customers with skilful and age old
heritage crafts of the country and also to run the profitable business. Fabindia strongly believed
that there was a need for a vehicle for marketing the vast and diverse craft traditions of India
and thereby help fulfil the need to provide and sustain employment. It blends homegrown craft
techniques with fashionable designs to bring aesthetic and reasonably priced products to today’s
consumers. Brand endeavours to provide customers with hand crafted products which help
support and encourage good craftsmanship. Products from FabIndia are sourced from all over
India. It works closely with artisans by providing various inputs including design, quality
control, access to raw materials and production coordination. The vision continues to be to
maximize the handmade element in products, whether it is handwoven textiles, hand block
printing, hand embroidery or handcrafting home products.

2.5) Organic Certification

Products displaying Green logo are 'Fully Certified' Organic. All processes, from growing to
preparing to packing are done according to National and International standards, verified by
accredited agencies. Products displaying Blue logo are 'In Conversion'. Which means the farmer
is using purely organic techniques, and has registered and is complying with set standards.
Farmland should be controlled organically for about 3 years before it can be fully certified.
Products that display the Yellow logo are 'Natural'. In this category small farmers who use
purely organic techniques, produce products but are not yet register for certification. It also
includes some processed foods, which do not contain any artificial preservatives, colours,
flavours or additives.

2.6) National And International Standards

National Programme for Organic Production (NPOP) sets India's organic certification
standards, which are based on standards set by the International Federation of Organic
Agriculture (IFOAM). In India, there are a handful of certifying agencies accredited by NPOP
and farmers and producers must register with one of these agencies, which will in turn verify
whether NPOP standards have been met.

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3) Literature Review
3.1) Consumer

Consumers are those who acquire things or services for personal consumption rather than for
manufacturing or resale. He has the power to decide whether or not to buy something in the
store, and he is susceptible to marketing and advertising. When someone goes to the store to
buy a toy, a garment, a beverage, or anything else, they are acting as a consumer.

3.2) Consumer Behaviour

Consumer behaviour is the study of how people decide how to spend their limited resources
(time, money, and effort) on the consumption of associated goods. It entails researching what
people buy, why they buy it, when they buy it, how frequently they buy it, and how frequently
they use it. Buying decision of consumer also depends on the following factors :

• Selective Exposure

Selective exposure is a psychological notion that refers to human willingness to prefer

information that confirms their pre-existing beliefs while rejecting information that contradicts
them. Selective exposure is sometimes referred as "congeniality bias" or "confirmation bias". 
Selective exposure is based on the premise that people will begin to look for information about
a topic after they've formed an opinion on it. Various variables of the topic will influence a
person's viewpoint, which will be reaffirmed during the decision-making process. (Hart,
William et al, 2009)

• Selective Attention

The ability to pay focus on a narrow range of all available sensory information is referred to as
selective attention. Selective attention can be used as a filtration system to assist prioritise
information based on its importance. (Ploog B.O., 2013)

• Consumer Interpretation

Making sense of the input is what interpretation implies. Consumers are more likely to attend to
pleasing stimuli when they have a choice (although when they don't have a choice, really
unpleasant stimuli are also likely to grab attention hence, many incredibly obnoxious
commercials are astonishingly effective).

• Selective Retention

In terms of the mind, selective retention is the process through which people recall ideas that are
more closely related to their interests, values, and beliefs than those that are contrary to their
values and beliefs, picking what to preserve in memory and reducing the information flow.

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3.3) Factors Influencing Consumer Behaviour

Consumer behaviour buying behaviour is influenced by several factors or forces. These factors
are described below.

1. Internal or Psychological factors

2. Social factors

3. Cultural factors

4. Economic factors

5. Personal factors.

3.3.1) Internal or psychological Factors

Five psychological elements influence a buyer's decisions: motivation, perception, learning,

beliefs, and attitudes. A consumer is a person with a variety of requirements. These demands
might be biological, such as thirst, or psychological, such as a desire for acceptance or
belonging. When a need changes a motive, it can be raised to a relevant level of intensity. A
motive is essentially a need that pushes someone to seek fulfilment. The most well-known
psychologist who has looked into these basic needs is Abraham Maslow. He wanted to know
why people are motivated by different demands at different times. (Kotler & Armstrong 2010)
The basic concept is to take care of the most basic needs first, then proceeding up the ladder.
When that need is met, it no longer serves as a motivator, and the person shifts his or her
attention to the next most essential need. Maslow’s needs are:

1. Physiological: elementary needs such as sleep, food or water.

2. Safety: need to feel safe and protected.

3. Belongingness: need to feel respected and be acknowledged by others.

4. Ego needs: to achieve something and have status among others.

5. Self-actualization: to have inspiring experiences and feel self-fulfilment.

3.3.2) Social Factors

Man is a social creature. As a result, the people around us have a massive impact on our
behaviour patterns, likes, and dislikes. We constantly seek approval from others around us and
rarely engage in activities that are not socially acceptable. The following are some of the
societal elements that influence consumer behaviour:

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a) Family
The family influence on the buying behaviour of a member may be found in two ways that are
the impact of one's family on one's personality, traits, attitudes, and evaluation criteria and the
impact on the decision-making process involved in buying goods and services. In India, the
head of the family can make the purchase decision either alone or with his wife. As a result,
marketers should research the family's role and relative power in buying decisions.

b) Reference group

A gathering is at least two people who share a bunch of standards and whose relationship makes
their conduct reliant. A reference bunch is a gathering with whom a person partners. A
gathering firmly impacts an individual's mentalities, values and conduct straightforwardly or by
implication. Reference bunches fall into numerous potential groupings, which are not really to
be thorough.

c) Roles and status

An individual takes part in many gatherings like family, clubs, and associations. The
individual's position in each gathering can be characterized with regards to job and status. A job
comprises of the exercises that an individual is relied upon to perform. Every job conveys a
status. Individuals pick items that convey their job and status in the public arena. Advertisers
should know about the superficial point of interest capability of items and brands.

3.3.3) Cultural Factors

A gathering are related with a bunch of values and belief systems that have a place with a
specific local area. At the point when an individual comes from a specific local area, his/her
way of behaving is exceptionally impacted by the way of life connecting with that specific local
area. A portion of the social factors are -

i. Culture

Cultural Factors have solid impact on purchaser conduct. Social Factors incorporate the
essential qualities, needs, needs, inclinations, discernments, and ways of behaving that are
noticed and gained by a shopper from their close to relatives and other notable individuals
around them.

ii. Subculture

Inside a social gathering, there exists numerous subcultures. These subcultural bunches share
similar arrangement of convictions and values. Subcultures can comprise of individuals from
various religions, stations, geologies and identities. These subcultures without help from anyone
else structure a client portion.

iii. Social Class

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Every single society across the globe has a type of social class. The social class not entirely
defined by pay, yet additionally different factors, for example, the occupation, family
foundation, instruction and home area. Social class is critical to anticipate the shopper conduct.

3.3.4) Economic Factors

The buyer purchasing choices incredibly rely upon the financial circumstance of a nation or a
market. Whenever a country is prosperous, the economy is solid, which prompts more cash
supply on the lookout and higher buying power for customers. Whenever shoppers experience a
positive monetary climate, they are sure to spend on purchasing items. While, a weak economy
mirrors a striving market that is affected by unemployment and lower buying power.

Monetary variables bear a huge impact on the purchasing choice of a purchaser. A portion of
the significant financial elements are -

i. Personal Income

At the point when an individual has a higher cashflow, the buying power increases at the same
time. Extra cash alludes to the cash that is left subsequent to spending towards the essential
requirements of an individual.

At the point when there is an expansion in cashflow, it prompts higher use on different things.
Yet, when the extra cash diminishes, parallelly the spending on various things likewise
decreases.

ii. Family Income

Family pay is the absolute pay from every one of the individuals from a family. Whenever more
individuals are earning in the family, there is more pay accessible for looking for essential
necessities and luxuries. Higher family pay impacts individuals in the family to purchase more.
At the point when there is an excess pay accessible for the family, the mentality is to purchase
more luxurious things which any other way an individual probably won't have had the option to
purchase.

iii. Consumer Credit

At the point when a purchaser is offered simple credit to buy products, it advances higher
spending. Merchants are making it simple for the customers to benefit credit as Mastercards,
simple portions, bank advances, employ buy, and numerous other credit choices.

iv. Liquid Assets

Customers who have fluid resources will quite often spend more on comfort and luxury. Fluid
resources are those resources, which can be changed over into cash without any problem. Cash
close by, bank reserve funds and protections are a few instances of fluid resources. At the point
when a shopper has higher fluid resources, it gives him more certainty to purchase extra
merchandise.
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v. Savings

A buyer is exceptionally impacted by how much investment funds he/she wishes to save from
his pay. On the off chance that a customer chooses to save more, his consumption on
purchasing lessens. Though in the event that a purchaser is keen on saving more, a large portion
of his pay will go towards purchasing items.

3.3.5) Individual Factors

Factors that are private to the purchasers impact their purchasing conduct. These individual
variables vary from one individual to another, in this manner creating various insights and buyer
conduct.

A portion of the individual elements are -

i. Age

Age is a main consideration that impacts purchasing conduct. The purchasing decisions of
youth vary from that of moderately aged individuals. Old individuals have a very surprising
purchasing conduct. Young people will be keener on purchasing beautiful garments and
excellence items. Moderately aged are cantered around house, property and vehicle for the
family.

ii. Income

Income level impact the buying behaviour of an individual. Higher pay gives higher buying
capacity to purchasers. Whenever a customer has higher disposable income, it offers more
chance for the purchaser to spend on luxury items. Though low-income or middle-income group
buyers spend a large portion of their pay on essential requirements like food and garments.

iii. Occupation

Occupation of a buyer also impacts the buying behaviour. An individual will in general
purchase things that are fitting to his/her profession. For instance, a specialist would purchase
garments according to his job while a teacher will have an alternate purchasing behaviour.

iv. Lifestyle

Lifestyle or way of life is an attitude, and a manner by which an individual stays in the general
public. The buying behaviour is extremely impacted by the lifestyle of a buyer. For instance,
when a shopper leads a healthy way of life, then, at that point, the items he purchases will
connect to healthy alternatives to junk food.

3.4) Definition And Meaning Of Consumer Perception

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The ability to derive meaning might be defined as "perception." It is derived from the word
"perceive" and refers to our ability to interpret what our sense organs detect. It is the process by
which a person interprets sensory impressions in order to give them meaning. "The process by
which an individual picks, organises, and interprets stimuli into a meaningful and cohesive
picture of the world," according to Schiffman.

3.5) Nature Of Perception

Perception can be better explained by understanding the nature and characteristics of

perception.

1. Perception is a difficult process. After the sense organs detect a stimulus, the perception
process begins, which entails the interaction of three processes: selection, organisation, and
interpretation. It's a fluid process.

2. It's also an intellectual procedure that necessitates a significant amount of mental effort. The
perception process begins with the selection, structuring, and interpretation of data after
sensation has occurred.

3.Perception is a broad term that encompasses a physiological component (sensation), as well as

sociological and psychological aspects.

4. Perception is a subjective process in which two people may perceive the same inputs in
different ways. Even if two people are exposed to the identical stimuli, the way they choose,
organise, and interpret them is different. This is due to the fact that their backgrounds,
education, and experiences, motivation, personalities, cultures, beliefs, and lifestyles, social
class effects, and other factors may differ.

3.6) Consumer Imagery

Consumers create mental images of the marketing stimulus they are exposed to, which is known
as imagery. The product/service offers and marketing mix may influence the images that are
developed.

3.6.1) Imagery and product and service offerings

When it comes to purchasing decisions, consumers are confronted with a plethora of options,
and buying decisions are frequently based on the image that the product/service offering or the
brand possesses.

In the mind of a consumer, the marketer builds an image of the product/service offering and/or
the brand through positioning. This positioning could be based on points of parity, emphasising

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how he outperforms the competition, or it could be based on points of differentiation,
emphasising the USP, or unique selling proposition.

With changes in the market, such as the arrival of competitor brands or changing client
preferences, the product/service offering may require repositioning, which is an expensive
exercise in terms of both time and money.

3.6.2) Perceived price and Imagery

The marketer also constructs a product/brand image and personality that is consistent with the
target segment's self-image and personality. The consumer attempts to connect the
product/brand to himself, his needs and motivations, as well as his self-concept and personality.
He evaluates the offering based on its image and aspirations, deciding whether or not to
purchase it. The product options that correspond to the personality are chosen and purchased;
the remainder are ignored.

Price perception and imagery: How a marketer prices a product and produces an image has an
impact on consumer decision-making. The way a customer views a product as being i)
fair/unfair; or ii) high, middle (reasonably priced), or cheap priced has an impact on his buy
intention, action, and satisfaction/dissatisfaction. The following is a breakdown of the price and
related issues:

a) Price fairness: Consumers place a high value on pricing fairness, whether consciously or
subconsciously. A consumer will constantly compare the price he pays for a product to the price
paid by others. Customer contentment and  satisfaction are influenced by perceived price
justice. Any form of unfairness leads to the cessation of a brand's use and the switch to another.

b) Reference price: Price perception as high, medium (fair), or low: The reference price is a
starting point for a consumer when comparing one price to another. Internal and external
reference prices are both possible. Internal reference prices are prices that are known only to the
consumer, are kept in his memory, and are retrieved as needed. The marketer uses external
reference prices to connect with the customer by stating that the product is sold elsewhere at a
much greater price than it is by this product brand or by this store brand.

c) Attractive slogans: A marketer can utilise a variety of slogans in a variety of styles to his or
her advantage, the wording and the semantics used to denote price or any information related to
prices can also affect a consumer’s perception about price, for example:

35% off at Store ABC. Sold elsewhere at Rs. 1000 - Such slogans tend to communicate “value”
to the customer, through perceptions of increased savings and low price. The consumer then
decides to patronize Store ABC.

d) Discount levels: Advertisements denoting discount levels can be framed in a variety of ways,
and their effectiveness varies depending on the format. For example, when advertisements state
the minimum discount level (such as Save 10% or more), consumers' shopping intentions are

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less beneficial than when advertisements state the maximum discount level (Save up to 30
percent ).

e) Bundle pricing: Bundle pricing is when a marketer sells two or more product or service items
as a single package at a special discounted price. Bundle pricing has a beneficial impact on the
impression of customers. The consumer is pleased with the enhanced savings that he will be
able to obtain by purchasing the products together rather than separately at a higher price.
Bundle pricing adds value to the goods by lowering prices and increasing savings.

3.6.3) Perceived quality and Imagery

Consumers acess the quality of a product offering based on internal and external cues; internal
cues refer to physical characteristics internal to the product or service, such as size, colour, and
so on, whereas extrinsic cues refer to external cues, such as product price, brand image, retail
store image, or country of origin. These cues notify us about the quality of the goods or service.

Quality can be determined using intrinsic cues or physical qualities for some product offerings:
- Flavor, scent, and so forth: bread products, ice creams, and so on.

Quality cannot be fully and effectively appraised by such intrinsic indicators or by experience
alone for other product offerings; the consumer must rely on extrinsic cues to assess quality.

Because of the features that distinguish services from products, such as intangibility,
heterogeneity, perishability, inseparability of production and consumption, irreversible or
irrevocable action, and so on, judging quality in the case of services is challenging.

Consumer perceptions of service and imagery quality, on the other hand, rely on extrinsic cues
such as surrogate cues to assess quality.

3.6.4) Price/Quality Relationship and Imagery

Consumers associate price with quality, and price is viewed as a quality indication. According
to scholars, academicians, and the general public, the higher the price, the better the quality.

For a marketer who sells both high-end and low-end products, this perception of an elevated
price-quality relationship may work against them. While a high price would signal greater
quality, a cheap price could imply poor or inferior quality, resulting in lower-end product sales
being harmed. As a result, rather than branding the product as a family, it is preferable to
market it separately.

3.6.5) Retail Store and Image

Retail outlets are positioned in the same way that product and service offerings are positioned to
clearly indicate the segment(s) for whom they are intended. They are not just representative of
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the products/services they sell, but the layout, appearance, ambiance, and price of the offers
clearly reflect the segment(s) for which they exist. The mannequins they keep, in fact, mirror
the store's image. As previously said, customers like to buy in establishments with images that
reflect their own self-images. As a result, retail establishments construct pictures for themselves
that depict the types and quality of things they stock and carry. They also position themselves in
such a way that customers can tell whether they should shop there or elsewhere.

a) Layout and ambience: A retail store's layout, appearance, and atmosphere reflect the kind of
products it sells. The store could be a clothing and apparel speciality store or a department store
that sells food, clothing, and even durables.

b) Labelling: Private label: This process is carried out by retail stores in order to establish their
own identity. Customers associate the well-known retailer's name with the products it sells.
They associate things with a well-known store name with excellent quality and value.

c) Pricing: The price of the items and the discounts that it offers have a significant impact on the
retail store's image. Except during festive seasons or clearance sales, niche and super-specialty
stores charge high prices and rarely give discounts. Department stores and general stores, on the
other hand, provide discounts; these businesses may give a little discount on a wide number of
things or higher discounts on a smaller number of items. While the former gives a frequency
price advantage, the latter provides a magnitude price advantage; retailers that offer a little
discount on a big number of items are considered to have lower overall costs than businesses
that offer huge discounts on a smaller number of products.

3.6.6) Manufacturer name and Image

Consumers are more open to product and service offerings from a reputable, credible, and well-
known manufacturer than from one that is unfavourable, indifferent, or completely unknown.
They not only prefer to shop from such places, but they also like products from reputable
manufacturers. Consumers appreciate older, more established businesses, as well as pioneering
brands.

• Brand Image
Consumers have a tendency to build brand images; a brand image is defined as the way a
consumer perceives a brand. It refers to the collection of associations a customer has with a
brand that he remembers.

Marketers attempt to develop and maintain a positive image for their companies. Product
characteristics, traits, quality, and satisfaction all contribute to this image. In order to build a
brand image, the marketer also engages in advertising and other promotional activities. A
positive image's cumulative influence results in brand memory and loyalty. However, if the
marketer is disappointed with the product, the marketer may risk a negative brand image.

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4) Primary Data Collection
Primary data is collected through a short questionnaire. We have collected 54 responses with
the help of below survey questions -

Question 1. Age

a) 18-24
b) 25-29
c) 30 & above

From the above pie chart it is analysed that 53.7% of the total respondents are between the
age of 26-30 years, 42.6% are aged between 18-24 and only 3.7% of the total respondents are
aged 30 and above.

Question 2. Gender

a) Male
b) Female
c) Prefer not to say

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From the above pie chart it is analysed that 53.7% of the total respondents are Female and
46.3% respondents are Male.

Question 3. How familiar are you with FabIndia?

a) Very less
b) Less
c) Neutral
d) Much
e) Very much

From the above graph it is analysed that the majority of the respondents that 33.3% are very
much familiar with the brand, 24.1% are familiar with the brand, 27.8% are fairly familiar
about the brand and 14.8% of the respondents are not much familiar with the brand.

Question 4. What are the factors that influence your Buying Behaviour?

a) Price
b) Quality
c) Trend
d) Brand Image

From the above graph it is analysed that for 79.6% buying behaviour is influenced by the
quality of the product, 27.8% are influenced by the brand image, 27.8% are influenced by the
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current trend and only 20.4% of the respondents buying behaviour is influenced by the Price of
the product.

Question 5. What is the first thing that comes to your mind when you think of Fabindia?

a) Women Ethnic Wear

b) Men’s Ethnic Wear
c) Handmade Clothing
d) HomeDecor and Organic Products

From the above pie chart it is analysed that for 57.4% of the respondents Women’s ethnic
wear is the first thing that comes to their mind when they think of this brand, 16.7% think of
Men’s ethnic wear, 13% think of Handmade clothing and 13% respondents first think
of home decor and organic products when they think of this brand.

Question 6. How frequently do you shop Clothing ?

a) Once a week
b) Once in a month
c) Once in six months
d) Once in a year

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From the above pie chart it is analysed that 42.6% of the respondents shop for apparel once in
a month, 33.3% shop once in every 6 months, 14.8% of the respondents shop once a year and
only 9.3% of the respondents once in a week.

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Question 7. Which category of FabIndia Products attracts you the most?

a) Men’s wear
b) Women’s wear
c) HomeDecor
d) Kid’s wear

From the above pie chart it is analysed that 55.6% of the total respondents find Fab India’s
women wear attractive, 22.2% think that home decor is most attractive, 20.4% think
that Men’s wear is attractive and only 1.8% of the respondents find Kid’s wear most
attractive.

Question 8. Would you recommend this brand to your friends & family?

a) Yes
b) No
c) May be

From the above pie chart it is analysed that 64.8% of the total respondents would recommend
this brand to their friends and family, 33.3% might recommend it and only 1.9% of the total
respondents said they would not recommend this brand to their friends and family
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5) Primary Data Analysis
From the above content and the primary data collection which we have conducted through
online surveys we have noted the factors which play a major role in consumer behaviour.
Consumer behaviour is the study of individuals and how they select and use products and
services.

We’ve conducted primary data analysis which is the original analysis of data collected for a
research study through surveys. From the results of our primary research we have observed that
more than 50% consumers of FabIndia are aged between 25-30 years and are Female
consumers. 44% of consumers are aged between 18-24 and only 4% are aged above 30
years. As we all know Fab India is a very well known brand, in our survey we noticed that the
majority of the people are familiar with the brand and very few have not heard much about the
brand. 84% of the consumers are having a good idea and familiar with the brand. Very
less people of 16% are not much familiar with this brand. As we surveyed about the
factors which majorly influence the buying behaviour of consumers the majority of them
said it’s Quality, if the apparel is of good quality it influences their buying behaviour and in
which FabIndia excelled from years and we got a response of 78% for Quality. Next thing
which influences them after Quality is the brand image then they see if it matches with the trend
and the Price has the least influence on buying behaviour of the consumers. The major
portion of Fabindia’s product range is textile based. Non- textile introductions to this
range are Home Products ,Organic Food Products and Fabindia’s range of authentic
Personal care products. As per our survey the majority of consumers get reminded of
Apparel when they think Fab India and only 14% consumers get reminded of home decor,
organic products etc. The higher number consumers said that they usually once in a month and
the next highest number of consumers shop once in every 3 months and majority of the
consumers are attracted to the women's wear section of Fab India and the least number of
consumers are attracted to Kid’s wear section. The majority of the consumers said they would
definitely recommend this brand to their friends and family.

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6) Data Analysis With Respect To Age Group And Gender

The above graphs are the results of our survey which shows age group and the
gender showing that the age group is from millennial group males and almost equal
number of the generation z and millennials in females.

7) Brand awareness of Fabindia

From the above graph it is evident that females are much more aware of the brand compared
to males. And the millennial age group either male or female are neutral.

8) Consumer Buying Behaviour

Most of the respondents of our survey and from the graph is evident that both men and
women purchase Fabindia for the quality purposes and by this we can say Fabindia managed to
give its customers quality products.

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9) Consumer Perception about FabIndia

When we look at the graphs most of the male and female respondents perceive this as an
ethnic womenswear. And followed by mens ethnic wear very few perceive it as a home decor
and organic foods brand.

10) Consumer Buying Frequency

When we see the buying pattern or the frequency of the respondents most of them purchase
apparels once in a month with most of it being females. And can observe that women who
purchase once in a year are very little. From this we can say that the apparel brands have
never ending female customers.

11) Consumer Attraction towards different category of FabIndia

Most of the respondents are attracted towards the brand by women’s ethnic wear irrespective of
the age group and the gender.

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12) Consumer Motivation

From the above graph the motivation to buy or recommend the services of Fabindia
is moderate and the average chose to be neutral.

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13) Findings & Recommendations
The research has been done accordingly and it is recommended that Fabindia should expand
itself by opening separate or more stores for home furnishings, organic food and personal
care products so that the consumers get to know more about the product lines which will
further increase their sales.

• The brand has to increase its publicity strategy to make more people aware of the
brand.
• Improve kids sections by producing more and publicising its kids wear.
• Market the male garments to reach more male audiences.
• Use social media platforms to retail and market.
Build a corporate level strategy - organizing your findings and recommendations in a way to
answer the larger strategic objective of the firm. It includes using the analysis to answer the
company's vision, mission and key objectives , and how your suggestions will take the
company to the next level in achieving those goals.

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14) Conclusion
The objective of this research or study is to study, understand and analyse the
consumer behaviour towards Fabindia who has been hand woven garments since 1964.

From the study though survey we observed that 80% of the people perceive it as the brand as
women's etnic wear, and also most of the consumers don't know it has an organic food and
home decor and non garment brand. In this study we have circulated the google forms and
received 54 responses. Out of which most of them are female and between age groups 25-30,
and shows that these millennials peffer the brand more than that of the gen z and we observed
that most of the consumers perceive it as a quality brand and as a ethnic wear garments brand.
Their visual merchandising should be improved by showcasing a bit of each organic food,
home decor products and wellness products in the windows so that they attract more
customers towards these product lines as well. Fab India as a brand needs a strategic re think
about being a purist brand or a newer popular contemporary one. This will increase the sales
of FabIndia.

Fabindia is an enterprise with a very simple marketing approach of providing quality

products and thus forming a strong and loyal customer base. It might be projected that such
an approach may lead to a bigger and better consumer market to the enterprise.

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