A LIVE PROJECT ON

“A Study on consumer response to Hawkers corner garmets

stores”

SUBMITTED BY

SAGAR ACHARJEE

ID NO. -23IUT0160055

PROGRAM–MBA1STYEAR COURSE

CODE – INM511

SUBJECT– MARKETING MANAGEMENT

GUIDED BY– PROF.TRINANKUR DEY

ICFAI UNIVERSITY TRIPURA

Kamalghat,Mohanpur,Tripura-799210

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 ACKNOWLEDGEMENT
I would like to extend my sincere gratitude to Prof. Trinankur Dey our esteemed faculty for
the subject "Marketing Management" for guiding and supporting us throughout the live
project on “ Marketing Management”

Prof. Trinankur Dey invaluable insights, mentorship, and unwavering encouragement have
been instrumental in shaping our understanding of financial statement analysis and its
practical application.We are deeply appreciative of the knowledge and expertise shared with
us during this project.

Furthermore, I would like to express my appreciation to my fellow students who collaborated

on this project. Their collective efforts and dedication have contributed significantly to the
successful completion of this analysis.

This project has been a valuable learning experience, and we acknowledge Prof. Trinankur
Dey contribution in making it a rewarding endeavour.

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 TABLE OF CONTENTS

SL.NO PARTICULARS PAGE NO

1 Introduction 4

2 Objective 5

3 Methodology 6

4 Facts and
Observation
5 Interpretation 15

6 Conclusion 16

7 Conceptual Relevance 17

8 Reference 18

9 Appendix

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 INTRODUCTION

The actions a person takes in purchasing and using products and services, including the mental and
social processes that precede and follow these actions can be called as a consumer behavior.
Consumer purchase decision process: Behind the visible act of making a purchase, lies a decision
that must be investigated. The purchase decision process is the stages a buyer phases through in
making choices about which products and services to buy. These are five stages of consumer
behavior (i) problem recognition (ii) information search (iii) alternative evaluation (iv) purchase
decision (v) post purchase behavior on the basis of that a consumer takes decision on a general basis.
Consumer response to garment stores is a complex interplay of various factors influenced by individual
preferences, fashion trends, pricing strategies, and overall shopping experiences. Garment stores play a pivotal
role in the retail industry, providing consumers with access to a wide range of clothing options. The way
consumers respond to these stores can be analyzed through several key aspects:
Fashion Trends: Consumer response is highly influenced by prevailing fashion trends. Garment stores that
stay attuned to current styles and offer trendy clothing are likely to attract more customers. Consumers often
seek stores that reflect their personal style and allow them to stay in line with the latest fashion.
Quality and Material: The quality of garments and the materials used are significant factors in consumer
response. Shoppers tend to favor stores that offer high-quality clothing with durable materials. Positive
experiences with the longevity and comfort of garments can lead to brand loyalty and repeat business

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 Objective

The objectives of the topic, “a study on consumer response to hawkers corner garmets stores” Here are
a few possible objectives related to understanding consumer response to garment stores:

Evaluate Customer Satisfaction:

Objective: Assess the overall satisfaction levels of customers who have recently shopped at garment
stores.
Key Metrics: Customer feedback, Net Promoter Score (NPS), customer reviews.

Identify Key Purchase Drivers:

Objective: Determine the factors that influence consumers to choose a particular garment store for their
purchases.
Key Metrics: Customer preferences, reasons for store selection, product variety.

Analyze Shopping Experience:

Objective: Evaluate the overall shopping experience, including store ambiance, staff assistance, and ease
of navigation.
Key Metrics: Customer feedback on in-store experience, average time spent in the store.

Understand Brand Perception:

Objective: Investigate how consumers perceive the brand image of garment stores, including reputation
and brand loyalty.
Key Metrics: Brand recognition, customer loyalty, online presence.

Explore Online vs. Offline Preferences:

Objective: Compare consumer preferences between online and offline garment shopping experiences.
Key Metrics: Percentage of online vs. offline shoppers, reasons for preference.

Assess Pricing Perception:

Objective: Examine how consumers perceive the pricing strategy of garment stores and its impact on
their purchasing decisions.
Key Metrics: Price sensitivity, perceived value for money.

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 METHODOLOGY

1. Data Type - Primary Data:

This research relies on the collection of primary data, which refers to original data directly obtained
from the survey participants. It ensures the data's relevance and applicability to the research objectives.

2. Data Collection Method - Questionnaire:

A structured questionnaire was designed specifically for this research. It was distributed to the
respondents to systematically gather their insights on their effectiveness of mobile phones as a media for
promotion.

3. Sampling Size - 10:

A sample size of 10 respondents was selected for this research. This number strikes a balance between
obtaining diverse opinions and managing the data collection process effectively.

4. Software Used - Microsoft Word, Microsoft Excel:

Microsoft Word was used for questionnaire creation and formatting, while Microsoft Excel facilitated
data organization and analysis. These tools are commonly employed in data management for their
efficiency and ease of use.

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 Facts & Observation

How often do you shop at

hawker's corner garment
stores?
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
4%

16%

48%
32%

What factors influence

your decision to shop at
hawker's corner garment
stores? 50
10
20
30

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What types of garments do you
prefer to purchase from
hawker's corner stores?
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

25%

13% 63%

How would you rate the quality

of garments sold at hawker's
corner stores compared to
mainstream retail stores?
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

9%
10%

23% 59%

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 Interpretation

 How often do you shop at hawkers coner garmet stores

o Daily
o Weekly
o Motnthly
o Rarely

 What factor influence your decision to shop at hawkers coner garmet

stores?
o Price
o Covinience
o Unique and hand made items
o Varity of design

 What types of garments do you prefer to purchase from hawker’s

corner stores?
o Causual
o Formal
o Traditional
o Others

 How would you rate the quality of garmets sold at hawkers corner
stores compared to mainstream retail stores?
o Much better
o Somewhat better
o Similar
o Somewhat wo
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 Conclusion

In conclusion, the relationship between consumer stores and garment stores is dynamic and influenced
by various external factors. Successful consumer stores are likely to be those that can adapt to market
trends, understand consumer behavior, and leverage technology to enhance their offerings. The key is a
strategic and flexible approach that considers the ever-changing landscape of the retail industry. The
consumer stores' response to garment stores reflects a dynamic shift in the retail landscape. With
changing consumer preferences and evolving fashion trends, consumer stores have adapted by offering a
diverse range of products and experiences. These stores prioritize convenience, affordability, and a
seamless shopping experience, often leveraging technology to enhance customer engagement. In
contrast, traditional garment stores may face challenges in keeping up with the fast-paced demands of
the modern consumer. To stay competitive, garment stores may need to embrace innovative strategies,
such as online platforms and personalized services, to bridge the gap between their offerings and the
evolving expectations of today's shoppers. Ultimately, the consumer stores' response underscores the
importance of adaptability in the retail sector and the need for businesses to continuously evolve to meet
the ever-changing demands of their target audience.

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 CONCEPTUAL RELEVANCE

Conceptual relevance on consumer response to garment stores involves

understanding the key factors that influence consumers' perceptions, attitudes,
and behaviors when interacting with and making decisions about garment
stores. Here are some relevant concepts to consider:

Store Atmosphere: The overall ambiance, layout, and design of a garment

store can significantly impact consumer responses. Factors such as lighting,
music, and overall aesthetics can influence a shopper's mood and experience.

Brand Image and Perception: Consumers often associate certain qualities and
values with a brand. A garment store's brand image, reputation, and perceived
quality of products can influence consumer responses, affecting their
likelihood to make a purchase.

Product Placement and Merchandising: How products are displayed and

organized within the store can impact consumer perception. Strategic product
placement and effective merchandising can encourage exploration and
increase the likelihood of purchases.

Customer Service: The level of customer service provided by store staff is a

crucial factor. Friendly and knowledgeable staff can enhance the overall
shopping experience and positively influence consumer responses.

Price Perception: Consumers assess the value of garments based on their

perceived quality and the price associated with them. Sales, discounts, and
perceived value for money play a significant role in consumer decision-
making.

Technology Integration: The use of technology, such as interactive displays,

virtual try-on options, or online shopping integration, can enhance the
consumer experience and influence their response to the s

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 Reference

https://ijrpr.com/uploads/V3ISSUE7/IJRPR6052.pdf

Appendix

1. Age:

• Under 18
• 18-24
• 25-34
• 35-44
• 45-54
• 55-64
• 65 or older

2. Gender:

• Male
• Female
• Non-binary
• Prefer not to say
• Other (please specify)

3. Occupation:

• Student
• Employed
• Unemployed
• Self-employed
• Retired
• Other (please specify)

4. Income Level:

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• Less than $20,000
• $20,000-$40,000
• $40,000-$60,000
• $60,000-$80,000
• $80,000-$100,000
• Over $100,000
• Prefer not to say

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