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MARKET_ANALYSIS_COURSE PROJECT
FINAL PROJECT REPORT
OF
“ STUDY ON CONSUMER BEHAVIOUR TOWARDS BIBA FASHION
WITH SPECIAL REFERENCE TO GUWAHATI CITY ’’
BATCH: 2021-2023
SESSION: MBA (I I) 2ND SEMESTER
SUMMER, 2022

PREPARED, COMPOSED & SUBMITTED BY:

GROUP 3 – CONSISTING OF:
1. DIMPI SHARMA
2. SHUBHRATAJ DUTTA
3. SAZID HASSAN
4. BISHWAJIT SAIKIA

NAME OF THE INSTRUCTOR: PROF. SANGEETA BHATTACHARJEE

FACULTY OF COMMERCE & MANAGEMENT, ADTU

NAME OF THE SUBJECT: MARKET ANALYSIS

SUNSTONE
CAMPUS: ASSAM DOWN TOWN UNIVERSITY, PANIKHAITI, GUWAHATI –26
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DECLARATION BY THE LEARNERS

We the undersigned Group consisting of four members hereby declare that the work embodied in
this project work entitled “Study on Consumer Behavior towards Biba Fashion”, forms
our own contribution to the research work carried out under the guidance of Mrs. Sangeeta
Bhattacharjee and is a result of genuine team-work; and has not been previously submitted for any
other Degree/ Diploma to this or any other College or University.
Wherever reference has been made to previous work of others, it has been clearly indicated as such
and sources are cited in the Bibliography/References section.
We, hereby further declare that all information of this document has been obtained and presented
in accordance with academic rules and ethical conduct.

Name and Signature of the Learners

Name Signature
Dimpi Sharma
Sazid Hassan
Shubhrataj Dutta
Bishwajit Saikia

Certified by:

Name and signature of the Guiding Teacher

(Mrs. Sangeeta Bhattacharjee )
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NAAC Accredited
AICTE Approved
ISO 9001: 2015 Certified

Acknowledgement
We express our sincere and deep sense of gratitude with a great regard to our instructor cum
esteemed Ma’am Mrs. Sangeeta Bhattacharjee for giving us this wonderful opportunity to learn
and accordingly enhance our skill through this project. We are both grateful and happy to have her
guidance, patience and consummate support. We extend our heartiest thanks to her for enlightening
the path with constant spark. It is utmost noteworthy that without her sincere and extremely useful
advices, this project would have been simply a failure.
Furthermore, we would also like to thank and convey our gratitude to our classmates, friends and
the various people who were involved with our research and enlightened us with priceless
knowledge and guidance in this regard. The annihilation of the doubts or confusions and the
metamorphosis of the development among us are nothing but the results of the kind support and
continuous assistance of these lovely people. Without them, this project would not have been as
comprehensive and detailed as it is.
Last but not the least, we also feel grateful and elated in expressing our indebtedness to all the
other people; the provider of the sources, the respected writers, content creators, bloggers,
youtubers, research scholars etc. who have indirectly helped us to a pretty larger extent in
accomplishing this research proposal with ease and accuracy.
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Abstract
Understanding consumers and their behaviour is a never-ending process; it gives insights to
marketers for the unceasing modification of his/her marketing strategies. This project studies the
brand awareness of Biba Fashion present amongst the female consumers as compared to other
female ethnic and non-ethnic wear brands or providers. The research was conducted to study
the customer satisfaction level along with the goal to extract their perceptions, learnings,
personalities and also their individual experiences with Biba and its services. The Apparel industry
reflects people’s lifestyles and shows their social and economic status to a greater extent and any
purchase often proceed primarily on the basis of consumer’s buying behaviour or consumer
behaviour at its simplest.
This study involves both primary and secondary data collection methods. Survey method is used
to collect the responses of the consumers through questionnaire across Guwahati.
The findings bust many myths related to women purchasing habits and also highlight the
immense market share possessed by some of Biba’s greatest competitors. Furthermore, it also
unfolds an ample number of future possibilities for Biba in accordance with women’s social and
economic empowerment and the unceasingly-rapid change occurring in women’s fashion trends
across the globe.

Keywords
Brand-Awareness, Consumer-Behaviour, Customer-Satisfaction, Social-Status,
Economic-Status, Apparel Industry, Purchasing Habit, Market Share, Fashion Trends

EXECUTIVE SUMMARY
COMPANY TAKEN: BIBA FASHION
RESEARCH FOCUS: CONSUMER BEHAVIOUR TOWARDS BIBA
AREA OF STUDY: GUWAHATI
PROJECT GUIDE: MRS. SANGEETA BHATTACHARJEE
NUMBER OF RESPONDENTS: 50
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TABLE OF CONTENTS

Chapter -1

➢ Introduction to the Project

…………………………………………………………… 06
➢ Introduction and Brief History of Biba
…………………………………………………………… 06 - 07
➢ Review of Related Literature
…………………………………………………………… 07
➢ Objectives and Scope of the Study
…………………………………………………………… 08
➢ Limitations
………………………………………………… 08
➢ Consumer Behaviour Towards Biba w.r.t Guwahati City
……………………………………………………………… 09 - 10
➢ Research Methodology
…………………………………………… 10

Chapter -2
➢ Consumer Perception
…………………………………………………………………… 10
➢ Consumer Satisfaction
…………………………………………………………………… 11
➢ Types of Consumer Behaviour
……………………………………………………………………. 11 – 12
➢ Consumer Decision Making Process
…………………………………………………………………… 12
➢ Data Interpretation

I. Charts
………………………………………………………… 13 – 21
II. Research Findings
………………………………………………………… 21 – 22

➢ Recommendations and Suggestions

………………………………………………………………… 22 – 23
➢ Pictures
…………………………………………………………………. 23 – 24

➢ Bibliography / References
………………………………………………………………… 25
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Introduction to the Project

The apparel industry is acutely influenced by the ever-changing consumer demand and preference.
At the moment, due to the rapid urbanization and higher disposal of incomes, Indian consumers
have become much more brand conscious than ever. This is an in-depth study and organized
analysis of the feasible market trends, demographics, consumer behavior traits and their spending
patterns. This research paper is to analyze and interpret various aspects pertaining to the potential
customers of “Biba” in terms of demographic, socio-economic and other important factors with
special reference to Guwahati city. The primary concern of the study is to identify the target
audience of Biba which can be categorized accordingly on the basis of the above cited factors and
to detect the audience or prospects with highest potential. It also aims to draw out considerable
promotional strategies for the target segment of the selected company.

Introduction to Biba
Biba Fashion Ltd. Is an Indian fashion brand for women and girls founded by Meena Bindra in
1988 from her home in New Delhi, India. As of 2021, it has more than 150 brand outlets and 225
multi-brand outlets. Biba recorded a historic sales of INR 600 crores during 2014-2015.Biba is
considered as one of the most loved ethnic fashion brands in India. Biba, the Indian fashion giant,
stands true to its name. The brand has been dressing and embellishing demure maidens from
every corner of India since 1986. The word “Biba” is a Punjabi endearment for a young and pretty
girl. It implies sublime qualities, compelling Mrs. Meena Bindra, the founder of Biba, to use the
name for the line of salwar, kameez, and dupattas that she launched in 1986. What began as a
fashionable and affordable line remains the brand’s ethos till today; “fashion at affordable
price”.

A Brief History of Biba

Meena Bindra started the company from her home in New Delhi back then in 1982. She took
8000 rupees loan to start a small business. Some years later, Bindra allowed her sons, Sanjay and
Siddharth, to help her to manage the business. In 2010, Sanjay left Biba and started his own
apparel business, Seven East. Biba opened its first standalone store in 2004, at In Orbit and CR2
mall in Mumbai. Kishore Biyani’s Future Group acquired a 6.5% stake in Biba in 2007. Future
group divested from Biba Apparels in 2013. In 2014, Biba Apparels acquired a minority stake in
the designer label Anju Modi. In 2002, BIBA tied up with Mukta Arts to replicate designer
costumes from four of its movies Taal, Yaadein, Pardes and Badhai Ho Badhai, thus tapping the
Merchandising movie memorabilia of the Indian market. It made its first stint in Bollywood
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merchandising with its integration in Na tum Jaano Na Hum, followed by many others including
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blockbuster movies such as Devdas, Hulchal and Baghban.In October 2012, BIBA joined hands
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with designer Manish Arora by taking up a 51% stake in the brand Indian by Manish Arora. This
fashion apparel brand launched in 2009 and offers apparels such as salwar kameez, sarees,
lehengas, kurtis, tunics, and T-shirts. With its design collaboration with Rohit Bal, a niche
collection, BIBA by Rohit Bal, was launched in 2013 to be retailed at select BIBA stores. The
collection’s main focus was embroidery, gold and silver cutwork, and elegant Mughal block
print patterns.

Review of Related Literature

1. To satisfy the needs and wants of the target customer is the main objective of marketing.
Consumer behavior is a subject that deals with the factors that affect the buying behaviour of a
consumer. It gives a clear idea that how consumer select, buy, use and dispose of product, service,
ideas or experiences to satisfy needs and desires.(Kotler, 2003).

2. Women value unique products and brands that they can use to define their individuality.
Females actively seek new styles and fashion trends to a larger extent than men. Women are more
sensitive to clothing needs and possess a greater clothing awareness than men. (Adjei, Griffith &
Noble, 2006)
3. Due to the slow shift in consumer adoption of Western apparel, gaining market share in the
women’s wear segment has posed a challenge for international apparel brands and retailers (Batra
and Niehm, 2009). Indian ethnic garments and garments mixing ethnic and western styling
dominate the ready-to-wear market for Indian women. International retail firms in this sector face
competition from numerous local designers, and to be successful they need to offer a culturally
relevant product that is connected with Indian tradition.
4. Siddharth (MD of Biba) has scaled up, but never lost the importance of product and sensibility,”
says Vishal Mahadevia, managing director and co-head, India, Warburg Pincus.
5. “The Biba brand is 95 percent of what we do—hopefully, that will change soon,” says
Siddharth, adding that Rangritihas generated Rs 60 crore in sales already.
6. “Ten years ago this was an unorganized category with no brands,” says managing director
Siddharth Bindra, founder Meena’s 39-year-old son, who is now managing director of the
company (1999). “We were the first national brand in the category, and this gave us the first-
mover advantage, “he said.

7. In September 2013, Mahadevia Wryly said, "But, I’m not sure I want to exit this [Biba
Apparels] in a hurry." Adds Mahadevia, “[The] rising middle-class [which is] spending money
will want good, ready-to-wear, affordable fashion.”
8. "Though Enamor operates in a different category, many of its distribution channels are similar
to Biba’s, and there are lessons to be shared”, says Sameer Shroff, managing director and co-
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founder, Faering Capital.

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Aims & Objectives of the Study:

1. To identify and construe the customers having inclination towards Biba apparels.
2. To study the impact of demographic and socio-economic factors on the buying behaviour
regarding the same.
3. To study the attributes or sensory feelings of female consumers towards Indian and western
apparels.
4. To compare different female ethnic-wear brands from the perspective of different female
consumers or users.

Scope of the Research:

While reviewing the literature on buyer behavior as well as the retail market pertaining to female
ethnic garments, only few studies have been found available that analyses how consumer behavior
functions in the respective market especially in our survey area. Considering the importance of the
study in Guwahati city, it was proposed to conduct the study with the primary objective of delving
into consumer behavior towards organized female apparel retail industries in the city of Guwahati
having heterogeneous population in terms of taste, class and economy. Furthermore. it is also
helpful to new entrepreneurs who are willing to start the business in women’s garment in the city
of Guwahati. This will provide them materials to know about the existing customers as well as the
future expectations in same segment. The study will provide a base for future reference for
women’s garment related studies. It would contribute to know more about the women’s current
needs and preference in fashion trends.

Limitations of the Research:

The study is confined to expounding of the purchasing behavior and brand inclination towards
Biba among young generation of Indian girls or women; hence extrapolation of the results was not
possible, since there is a wide difference in customer preference, behavior, and the affecting factors
like socioeconomic, demographic and psychographic across regions. As our survey area is limited
to Guwahati city only; it doesn’t cover the study of the consumers to the larger scale to find out
results across different cities or regions. However, serious attempts have been made to minimize
the error at every facet of the study right from incorporation of exact words in the survey to final
expression in questioning the consumers. Plus, small sample size, short time span for study and
less cooperation from the customers were some more limitations pertaining to this project.
Furthermore, since the behavior of people is simply unpredictable or baffled and also, it keeps on
changing with time and vis-a- vis various moods and occasions, lack of accuracy might be an issue
in this context; and the project might not reflect an enduring perception regarding the research
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topic.
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Consumer Behaviour Towards Biba Fashion with Special

Reference to Guwahati City
Consumer behavior is the study of consumers and the processes they use to choose, use
(consume), and dispose of products and services, including consumers’ emotional, mental, and
behavioral responses. Consumer behavior incorporates ideas from several sciences including
psychology, biology, chemistry, and economics. Consumer behaviour refers to the study which
analyses how consumers make decisions about their wants, needs, buying or act with respect to
a product, service or organization. It is very critical to understand the behaviour of consumers to
analyze the behaviour of potential consumers towards a new product or service. It is also very
useful for companies to identify opportunities which have not yet been met.

Directly coming to Biba’s product list; it offers products like salwar kameez, dupatta, mix& match
collections, unstitched fabric and girl range what began as a fashionable and affordable line
remains the brand’s ethos today: fashion at affordable price. Today, the mix-and-match range
has a very contemporary sensibility, and the salwar-kameez range is very ethnic, defined by an
Indian crafted look, hand-block prints, and vegetable dyes. Indian handlooms with traditional
embroideries and other techniques are applied in producing the garments. Biba, which was
primarily into women's ethnic wear, has diversified its product offerings and added kids wear,
formal as well as casual wear.
In Biba the lowest price is Rs. 50 in which one can get kid's mask, and the highest range of mask
is Rs.150. Price for leggings stars from Rs. 150 for 4-5 years old to Rs. 1,699 for woman. Biba offers
a wide range of Anarkali suit sets for all occasions, like party wear Anarkali suits, wedding Anarkali
suits etc. The price of Anarkali suits starts from Rs. 2,000 to Rs. 19,995. Such kurtas top the chart
as they are trendy and chic. The best part is they make an easy casual wear that can be combined
with jeans, skinnies or tights for an effortless styling. One can also try full sleeved Anarkali Kurtis
for extra edge.
Biba offers a sizzling range of ladies Kurtis online. It offers, printed ladies Kurtis with long sleeves
and light weight material. It has sleeveless ladies Kurtis online that fits to your summer collection.
The price for ladies Kurtis starts from Rs. 500 to Rs. 5,995.Biba also offers jewellery like necklace,
earrings, bracelets, bangles and rings. Once can get their favourite jewellery in Biba from Rs. 139
to Rs. 2,249.BIBA is the leading name in women ethnic wear segment. It offers a fine range of
trendy bottom wear including palazzo pants for women, girls, that too in a variety of style based
on print and other detailing. From simple white palazzos pants to gold foil printed and from
cotton palazzo pants to art silk palazzos, each one is there in the new collection. The price for
palazzo starts from Rs. 450 to Rs. 3,746. Being a famous ethnic brand BIBA knows the value of
Indian traditional wear and that is why it has brought salwar suits set with contemporary touch
by replacing salwar with cotton palazzo pants for women, girls.
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Till the completion of our research, there are seven (7) Biba stores in total in the entire Guwahati
city and each of them are situated in different locations of the city. Each store is having different
range and types of customers and has been sought after distinctively on the basis of the factors
ultimately affecting the consumer behaviour.

Research Methodology and Approaches

Methods of data collection: This research is completely based on the collection of primary data,
that have been collected through a self-structured questionnaire to certify better authenticity and
higher value in the project. For secondary sources we have gone through various journals, articles,
e-books, concerned websites etc.
Types of Research: Quantitative research approach is taken into consideration in this regard.

Sampling Techniques: Non-probability sampling techniques are used for this survey.

Sampling Size: Sample size is 50 female consumers of the selected garment company.

Consumer Perception
It is defined as a process by which consumers sense a marketing stimulus, and organize, interpret,
and provide meaning to it. The marketing stimuli may be anything related to the product and/or
brand, and any of the elements of the marketing mix.
Perception as a topic of study is important for marketers because people generally make purchase
decisions on the basis of what they perceive. Consumers perceive the marketing stimuli variedly.
They form their opinions and beliefs about products and/or brands, the price, the store, and the
retailer, and about the advertisement and promotional messages that they are exposed to. They also
form mental images of them, often adding symbolic value to marketing stimuli in the form of
imagery. When the marketing stimuli are perceived favorably, chances of purchase and usage are
always higher.
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Consumer Satisfaction
The ASQ (American Society for Quality) defines Consumer Satisfaction as 'a measurement that
determines how happy customers are with a company's products, services, and capabilities.' Armed
with information from surveys and ratings, companies can make educated decisions regarding how
to improve their products and services. While individuals vary in exactly what they look for from
a company, there are some universal truths when it comes to customer satisfaction. This means
that no matter what product or service they are shopping for, customers expect certain things.

Factors Affecting Consumer Satisfaction

• Accessibility
• Empathy
• Language
• Response Time
• Convenience
• Choices
• Simplicity
• Quality
• Reasonable Prices
• Appreciation
• Loyalty Programs
• Community etc.

Types of Consumer Behaviour

1. Complex buying behaviour
This type of behaviour is encountered when consumers are buying an expensive, infrequently
bought product. They are highly involved in the purchase process and consumers’ research before
committing to a high-value investment. Imagine buying a house or a car; these are an example of
a complex buying behaviour.
2. Dissonance-reducing buying behaviour
The consumer is highly involved in the purchase process but has difficulties determining the
differences between brands. ‘Dissonance’ can occur when the consumer worries that they will
regret their choice. Imagine you are buying a lawnmower. You will choose one based on price and
convenience, but after the purchase, you will seek confirmation that you’ve made the right choice.
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3. Habitual buying behaviour

Habitual purchases are characterized by the fact that the consumer has very little involvement in
the product or brand category. Imagine grocery shopping: you go to the store and buy your
preferred type of bread. You are exhibiting a habitual pattern, not strong brand loyalty.
4. Variety seeking behaviour
In this situation, a consumer purchases a different product not because they weren’t satisfied with
the previous one, but because they seek variety. Like when you are trying out new shower gel
scents.

Consumer Decision Making Process

The consumer decision-making process can seem mysterious, but all consumers go through basic
steps when making a purchase to determine what products and services will best fit their needs.

5 Steps in the Consumer Decision-Making Process

• Problem Recognition
• Search Process
• Evaluating Alternatives
• Selection Stage
• Evaluation of Decision

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Collection of Data Pertaining to Consumer Behaviour Towards

Biba Apparels& Data Analysis and Interpretation

According to the data collected , 52% of the population shops from Biba only when it comes to an
occasional cause. However, irrespective of ocassional needs , 8 % and 20 % of the population shop
from Biba atmonthly and yearly intervals respectively. Plus, 20 % of the population doesn’t shop
from Biba at all. This analysis shows that Biba isnot a frequently sought brand and it is not
habitually preferred by most of the people , rather it is basically a brand which is sought after
mostly for the ocassional causes like festival, rituals, wedding, anniversary etc.
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According to the data collected , almost 40% of the population rates Biba’s online service as 4 on
a scale of 1 to 5. 30 % gives a rating of 3/5 , 23 % gives 5/5 and a tiny portion of 6 % gives 2/5.
This analysis shows that amost 64 % of the population is giving a very good rating ( 4/5 , 5/5 ) to
Biba’s online service, whereas 36 % of the population finds Biba as an average or sometimes
below average in terms of online service.
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According to the data collected , almost 42 % of the population rates Biba’s offline service as 4
on a scale of 1 to 5. 33 % gives a rating of 5/5 , 25 % gives 3/5 and there is no portion which
gives a 2/5. This analysis shows that amost 75 % of the population is giving a very good rating (
4/5 , 5/5 ) to Biba’s offline service, whereas 25 % of the population finds Biba as an average (3/5)
in terms of offline service. Furthermore, this clarifies or reveals that Biba’s offline sevice is way
better than its own online servie.
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According to the data collected, almost 36 % of the population prefers Aurelia to Biba , 33 %
prefers W’s , 21 % prefers Manyabar, and the remaining 10 % prefers other brands like Akkriti,
Libas etc. From this analysis , we can assert that Aurelia and W’s are the two biggest competitors
of Biba prefered by almost 70 % of the people when combined , whereas Manyavar stands at no.
3 in the list of competitors or preferred brand followed by Akkriti.
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According to the data collected , almost 46 % of the population rates the personal purchasing
experience as 4 on a scale of 1 to 5. 23% gives a rating of 5/5 , 31 % gives 3/5 , and there is no
portion which gives a rating of 2/5. This analysis shows that amost 69 % of the population is
giving a very good rating ( 4/5 , 5/5 ) to Biba and seems to be having a very good purchasing
experience with Biba , whereas 30 % of the population regards Biba as an average ( 3/5 ) for the
same
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According to the data collected, 52% of the population’s reponse is neutral against the variety of
products of Biba, whereas 34% agrees, 12% strongly agrees and 2% strongly disagrees to the fact
that Biba has a lot of variety in terms of products. This analysis shows that more than half of the
population is being neutral which indicates that Biba does have a good variety but it is not up to
the mark as expected by the customers.As only 2 % is found disagreed regarding the variety , we
cannot conclude that Biba doesn’t have a good variety. 18
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According to the data collected, 57.1% of the population is loyal customers to Biba and the
remaining 42.9% is not . This analysis conveys that more than half of the population is loyal to
the brand, which ultimately represents its robust loyal customer base.

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According to the data collected, 75.5% of the population prefers both modern and ethnic attire,
22.4% prefers ethnic over modern, and only 2% prefers modern. This analysis displays that most
of the customers goes for both ethnic and modern wear and compared to ethnic an extremely tiny
portion is only inclined towards modern attire.

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According to the data collected, 73.5% of the population is attracted to Biba because of the quality
it delivers , 16.3% is attracted by brand emotion, 6.1% is attracted by the price at which Biba
offers its products and the other 4.1% is attracted by service. This analysis exhibits that most of
the customers believe that quality is best trait owned by Biba. However, the brand emotion for
Biba seems to be very weak. Also, service and price have gotten a huge repulsion as most of the
attraction is taken away by the Quality factor.

Major Research Findings

• Out of 50 respondents, a dominant portion of 52 % is occasional buyer group.
• Almost 64 % of the respondents seems to be happy with Biba’s online service.
• Biba’s offline service is much better than its online service ( almost 74 % of the respondents
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seems to be happy with offline service ).

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• Aurelia and W are the two biggest rivals or substitutes of Biba.

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• 69 % of the respondents holds a good or very good experience while purchasing from
Biba.
• Biba’s product variety exchanges a questioning glance as 52 % stays neutral to it.
• 57 % of the respondents builds a robust loyal customer base.
• 76 % of the respondents likes both modern and ethnic wear.
• An enormous portion of 74 % is more attracted to Biba due to its incredible quality, but
only 10 % is attracted to Biba due to price and service.
• The brand emotion of Biba connects only to 16 % of the audience.

Recommendations and Suggestions

• Biba can also introduce western ethnic clothes to have a larger market share since most of
the consumers are into both modern and ethnic wear. This would help Biba to increase the
no. of frequent customers or buyers. However, Biba, in this context has to make sure that
this would not hurt their so called “Indian ethnic-wear” brand image. For example,
introducing items like modern kurtis and short kurtis are relevant for this purpose.

• Biba needs to go for further enhancement of their online service. Their delivery span is
little bit delaying compared to other prevailing online services and that needs to be
lessened down by Biba. Besides, they also need to update their website interface which
seems to be outdated along with graphic quality elevation.

• Biba needs to build a better and stronger Brand Emotion. They can adopt some better
emotional branding strategy for this purpose. Running a series of emotional ads is a good
way to keep building that intense emotional connection. To become more competitive,
fashion retailers need to employ emotional branding as a way to engage their customers,
addressing the growing trend of consumers’ seeking emotional relationships with a brand.
Trends that support a need for these strategies include consumers’ desires for positive
experiences, expressing authentic self, achieving warm glow from helping others, and co-
creating design or ideas with the brand. We refer Biba to implement the emotional
branding strategies that focuses on sensory branding, storytelling, cause branding, women
rights and women empowerment.

• Biba needs to magnify its product variety to improve market share and remain globally
competitive. For a category of apparel variants differentiated by some attributes such as
colour, style or size, style quotient , detailed modelling is required to investigate the effect
of product variety on the overall performance. Dynamics methodology, and modelling
technique can be developed by Biba specifically to address the long term and dynamic
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management issues regarding variety magnification.

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• Biba should target for continual service improvement to streamline a better CRM and to
reduce customer dissatisfaction by abolishing the errors and mistakes in every field. For
this , Biba can directly ask the customers about the dislikes and inconveniences they feel
about Biba : and accordingly, they would be able to discover the service gaps and
eventually mitigating them.

• Biba can adopt an effective competitive price strategy to compete with its two of the
biggest rivals – “Aurelia” and “W”. Compared to Aurelia and W, Biba has a higher price
range and it also offers less discounts than Aurelia and W. Sometimes, high price drives
consumer demand for relatively low- priced or inexpensive alternatives. That is why Biba
should put more focus on both maintaining the quality and a highly competitive price to
suppress its competitors or substitutes from ruling the market.

Outside view of a store outlet of Biba in Guwahati

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Interior view of a Biba Store in Guwahati

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Bibliography
Text Books
▪ Consumer Behavior : Albert J. Della Bitta
▪ Consumer Behavior : David L. Loudon
▪ Principles of Marketing : Philip Kotler
▪ Marketing Management : Philip Kotler

References
Websites
▪ https://en.m.wikipedia.org/wiki/Biba_Apparels
▪ https://www.google.com/amp/s/dropoutdudes.com/indian-clothing-brands-success-story-
biba/amp/
▪ https://www.instagram.com/p/B9Yj-3ElOU3/?igshid=YmMyMTA2M2Y=
▪ https://www.google.com/amp/s/www.clootrack.com/knowledge_base/what-is-consumer-
behavior%3fhs_amp=true
▪ https://www.discuss.io/what-is-customer-
perception/#:~:text=In%20marketing%2C%20'customer%20perception',indirect%20inter
actions%20with%20your%20offerings.
▪ https://www.businessmanagementideas.com/consumer-behavior/consumer-
perception/21526
▪ https://blog.hubspot.com/service/what-is-customer-satisfaction
▪ https://www.lucidchart.com/blog/consumer-decision-making-process
▪ https://www.firstpost.com/business/all-you-need-to-know-about-warburg-faering-
capitals-rs-300-cr-biba-investment-1270287.html
▪ https://www.firstpost.com/tag/biba
▪ https://journals.sagepub.com/doi/abs/10.1177/2277977917698306
▪ https://www.forbesindia.com/article/hidden-gems/biba-apparels-redefining-ethnic-wear-
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for-women/38262/1
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