REPORT FILE ON:

CONSUMER BEHAVIOUR TOWARDS H&M BRAND

Submitted in partial Fulfilment of the requirements
for the award of the degree of

BACHELOR OF COMMERCE
from
Guru Gobind Singh Indraprastha University, New Delhi

Under the Guidance of: Submitted by:

Ms. Nishtha Batheja Naman Mittal
Faculty, KCCILHE B.COM (HONS)-IV SEM.
Enrolment No. 0052788821
Batch: 2021-24

KCC Institute of Legal and Higher Education, Greater Noida

Affiliated to GGSIPU (Guru Gobind Singh Indraprastha University),
Dwarka, New Delhi – 110037

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 UNDERTAKING BY THE STUDENT

I Naman Mittal, student of B.COM (HONS) IV Sem Batch 2021-24 of the KCCILHE, Gr Noida hereby declare
that the Minor Project Report titled A STUDY ON CONSUMER BEHAVIOUR TOWARS H&M is an original
work and the same has not been submitted to any other University or Institution for the award of any degree,
diploma/certificate or published any time before.

Date: (Signature of the Student)

Name: Naman Mittal

This is to certify that as per best of my belief, the Minor Project Report titled “CONSUMER
BEHAVIOUR TOWARDS H&M” Is a Bonafede research work carried out by Naman Mittal
0052788841, student of B.COM IV Sem Batch 2021-24, KCCILHE, Greater Noida, in partial fulfilment
of the requirements for the award of Bachelor of Business Administration. He has worked under my
guidance.

Date: Signature of the Faculty

Name: Ms. Nishtha Batheja

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 ACKNOWLEDGEMENT

It gives us great pleasure in bringing out the report on Topic "customer perception towards online
grocery shopping" This project is not a solitary undertaking; it's a work of many brains. We are
pleased to take opportunity of thanking all our teachers and friends for their help and assistance.

We express our sincere gratitude towards our project guide Ms. Nishtha Batheja and other faculty
member for giving us wonderful opportunity to work on the project. We sincerely feel obliged to them
for their unending efforts in guiding us for this project that will be great assistance to us in our future
of the subject matter. We thank them whole-heartedly for their expert guidance, encouragement,
valuable suggestions and supervisions. Our sincere thanks also go to our parents and friends for their
ever-flowing love, care and timely guidance and encouragement.

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 TABLE OF CONTENTS

S.NO. TOPIC PAGE NO

1.
Chapter Plan
2. Chapter 1:

3. Introduction

4. Objective of the study

5.
Scope of the study
6. Review of Literature

7. Research Methodology

8.
Company Profile
9. Limitations of the Study

10. Chapter 2: Analysis and Interpretation of Data

11. Chapter 3: Conclusions &Suggestions

Findings and Conclusion
Suggestion
Scope for further research

12. Bibliography

13. Annexures

-Plagiarism Report
-Questionnaire
-WPR-01
-WPR-02
-WPR-03
-WPR-04
-WPR-05
-WPR-06
-WPR-07
-WPR-08
-WPR-09
-WPR-10

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 CHAPTER 1
INTRODUCTION

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Online shopping is becoming increasingly popular for variety of reasons. There are certainly outside
factors such as increasing gas prices, difficulty in getting to traditional stores and hassles often
associated with shopping malls and other traditional stores to contribute to the increased interest in online
shopping. Consumers can get full information about the product with its reviews being passed by the
existing users. If one wants to buy a product, he/she is no longer limited to asking the friends and families
because there are many products reviews on the web which gives opinions of the existing users of the
product. Online shopping sites contain wide variety of goods both high quality and mild quality keeping
in mind the level of people.
1) There are no national and International Barriers

2) In online shopping the consumers will be in a demanding position and suppliers will not
be in a commanding position.
3) There are enormous employment opportunities in online shopping

Online shopping has been around for about twenty-five years. It has grown in popularity significantly.
Today, we can purchase nearly anything online. In fact, retail experts say that online shopping will
soon overtake traditional shopping in monetary terms.

ABOUT H&M

H & M Hennes & Mauritz AB or H&M Group (abbreviated H&M) is a multinational clothing company based
in Sweden that focuses on fast-fashion clothing for men, women, teenagers, and children. As of 23 June 2022,
H&M Group operated in 75 geographical markets with 4,801 stores under the various company brands, with
107,375 full-time equivalent positions.

H&M is the second largest international clothing retailer. H&M was founded by Erling Persson, and its current
CEO is Helena Helmersson. The company was founded by Erling Persson in 1947 when he opened his first
shop in Vasteras, Sweden. The shop, called Hennes (Swedish for "hers"), exclusively sold women's clothing.
Another store opened in Norway in 1964. In 1968, Persson acquired the hunting apparel retailer Mauritz
Widor’s in Stockholm, which led to the inclusion of a menswear collection in the product range, and the name
changed to Hennes & Mauritz.

The company was listed on the Stockholm Stock Exchange in 1974. Shortly after, in 1976, the first store
outside Scandinavia opened in London. H&M continued to expand in Europe and began to retail online in
1998 with the domain hm.com registered in 1997, according to data available via Whois. The opening of its

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first U.S. store on 31 March 2000 on Fifth Avenue in New York City marked the start of its expansion outside
of Europe. The prime focus of H&M is to serve fashion and quality at the best price in sustainable way. The
believe that they should have best customer offering in each and every market and offer collection that are
wide ranging and varied for women, men, teenagers and children. For them design, quality and sustainability
are not a question of price but ability to offer inspiring fashion with unbeatable value for money.

PRODUCT OFFERED BY H&M

H&M PRODUCT

H&M - Hennes & Mauritz AB, is a fashion company with products for women, men and kids. H&M's business
concept is to offer fashion and quality at the best price in a sustainable way. The company engages in the
design, development, distribution, marketing and sale of clothing, accessories, footwear, beauty products,
home interior and more. In May 2021, H&M announced a temporary rental clothing service that allows men
to rent suits for up to 24 hours for job interviews. It began in the UK and was also being tested in the United
States. The H&M also include other brands like – COS, Monki, Weekday Cheap Monday, H&M Home and
ARKET. Together these brand offer customers a wealth of styles and trends in fashion, beauty, accessories
and homewares for Women, Men and for children.

MARKETING STRATEGY OF H&M IN INDIA

H&M's marketing strategy in India is focused on creating a strong brand image and reputation for quality
and trendy fashion. The brand relies heavily on its strong word-of-mouth marketing and customer loyalty
to drive sales. H&M's limited advertising and marketing efforts in India are primarily focused on social
media platforms, such as Facebook and Instagram, where it showcases its latest collections and engages
with customers.

H&M's pricing strategy in India is relatively high compared to local competitors, but the brand justifies
this by emphasizing its quality and trendiness. H&M's product offerings in India are also limited in terms
of size options and customization, which could be a potential weakness that the brand needs to address.
In terms of expansion, H&M is focused on increasing its online presence and e-commerce capabilities in
India to tap into the growing demand for online shopping. The brand is also looking to expand into smaller

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cities and towns in India, where it sees potential for growth. H&M's partnerships with local retailers could
help increase the availability of its products in India, while collaborations with local designers could help
the brand stay relevant and appeal to local tastes and preferences.
Overall, H&M's marketing strategy in India is focused on building a strong brand image and reputation
for quality and trendy fashion, while also expanding its online presence and tapping into new markets.

SWOT ANALYSIS

Strengths:

1. Strong brand recognition and reputation for quality products.

2. Wide range of trendy and fashionable clothing options.

3. Efficient supply chain management and fast fashion model.

4. Large and growing customer base in India.

5. Presence in major cities across India.

Weaknesses:

1. Limited online presence and e-commerce capabilities.

2. High prices compared to local competitors.

3. Limited size options for some products.

4. Limited customization options for customers.

5. Limited advertising and marketing efforts in India.

Opportunities:

1. Growing demand for fast fashion and trendy clothing in India.

2. Increasing adoption of online shopping in India.

3. Expansion into smaller cities and towns in India.

4. Partnerships with local retailers to increase availability of H&M products.

5. Launch of new product lines or collaborations with local designers.

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Threats:

1. Intense competition from local and international brands.

2. Economic instability and fluctuations in currency exchange rates.

3. Changing consumer preferences and trends.

4. Government regulations and policies affecting the retail industry.

5. Potential supply chain disruptions due to global events or natural disasters.

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 OBJECTIVE OF THE STUDY

1.To understand the level of awareness and familiarity of consumers towards the H&M brand.
2.To know How H&M became world’s 2nd largest fashion brand.
3.To analyse the strengths and weaknesses of H&M's brand image and reputation among consumers.
4.To explore the impact of H&M's marketing and advertising strategies on consumer perception.
5. To provide recommendations for improving H&M's brand perception and increasing customer loyalty.
6. To identify the factors that influence consumer perception towards H&M, such as quality, affordability,
design, sustainability, and social responsibility.

SCOPE OF THE STUDY

Scope statements are terms of reference or statement of work that explains the boundaries of the project. Scope
is created to achieve the objectives in a given period of time. The study has been undertaken for a period of
three months in Marketing area of research.

i.The study revolves around promotional strategies of organized cloths retailers and its related factors in
INDIA region. Data is collected through a self-designed standardized questionnaire.

ii.The study will limit the result up to the conclusion of the selected organized cloths retail chain and the output
that the customers from the various segments will provide.

iii.Out of all promotional strategies effect of advertising, sales promotion, celebrity endorsements and on-line
marketing have been taken. The analysis and collection of data is done through published and secondary
sources.

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 LITERATURE REVIEW

1.Sundin and Svensson (2017) “Corporate Social Responsibility: H&M is known for its commitment to
corporate social responsibility (CSR), which has been the focus of several studies. For instance, a study by
Sundin and Svensson analysed H&M's CSR practices and found that the company has implemented several
measures to promote sustainability and ethical practices in its operations”.

2.Johansson and Persson (2016)” Supply Chain Management: H&M has also been the subject of several
studies on supply chain management. For instance, a study by Johansson and Persson examined H&M's supply
chain practices and found that the company had implemented several measures to improve efficiency and
reduce costs in its supply chain operations”.

3.Barnes and Lea- Greenwood's (2006) “The information included in this analysis is primarily based on
studies and literature relating to fast fashion and supply chain management, as well as the theories and
strategies involved in supply chain management. In particular, the theories being referred are traditional supply
chain, quick response, and the agile supply chain -- theories that are considered relevant to the fashion industry
Barnes and Lea- Greenwood's (2006) article on fast fashion and supply chain management has revealed
significant information in regard to the so-called fast fashion phenomenon. Their research on fast fashion and
its relation to supply chain management have even caught the attention of well-known fashion companies,
enthusiasts and the business press. Although the concept is new in the fashion industry, the authors were able
to explore widely and expound briefly the strategy that led Zara and H&M to where they are now”.

4.Gershuny and Olufemi (2019) “Financial Performance: H&M's financial performance has also been the
subject of extensive literature. The brand has faced some challenges in recent years due to changing consumer
trends and an increasingly competitive retail landscape. A study by Gershuny and Olufemi (2019) analysed
H&M's financial performance and found that while the company had experienced some setbacks, it had also
implemented several strategies to improve profitability and remain competitive in the market”.

5.Chen and Chang (2019)” Marketing Strategies: H&M's marketing strategies have also been studied by
various scholars. The company has been praised for its ability to respond to changing consumer expectations
and preferences. For example, a study by Chen and Chang analysed H&M's marketing strategies in the Chinese
market and found that the company was able to successfully adapt its marketing campaigns to appeal to
Chinese consumers”.

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6.Bames & Lea-Greenwood (2006) “The authors have defined fast fashion as a form of business strategy that
targets to lessen the number of processes that are undergone in a buying cycle and lead times to deliver new
fashion products in stores. When this happens, customer satisfaction is met, and this satisfaction is being driven
by the speed in delivering fashion products that are in line with the current trends. Fast fashion is a concept
that is considered a "mainstay in UK's fashion industry" (Bames & Lea-Greenwood, 2006). To modem fashion
retailers such as Zara and H&M, fast fashion is a key strategy that has helped them attain success. The two
well-known fashion companies have adopted this strategy and have continuously changed their clothing styles
and product ranges to adapt to what is "in" at any moment. Rapid changes are made attracting more buyers of
apparels under the brands Zara and H&M”.

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 RESEARCH METHODOLOGY

INTRODUCTION

Research refers to a search for knowledge. It is a systematic method of collecting and recording the
facts in the form of numerical data relevant to the formulated problem and arriving at certain
conclusions over the problem based on collected data.

Thus, formulation of the problem is the first and foremost step in the research process followed by the
collection, recording, tabulation and analysis and drawing the conclusions. The problem formulation
starts with defining the problem or number of problems in the functional area. To detect the functional
area and locate the exact problem is most important part of any research as the whole research is based
on the problem.

According to Clifford Woody research comprises defining and redefining problems, formulating
hypothesis or suggested solutions: collecting, organizing and evaluating data: making deductions and
reaching conclusions:
and at last, carefully testing the conclusions to determine whether they fit the formulating hypothesis.

Research can be defined as "the manipulation of things, concepts or symbols for the purpose of
generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction of
theory or in the practice of an art"
In short, the search for knowledge through objective and systematic method of finding

solution to a problem is research.

Type of Research Methodology used:

Research methodology is the blueprint of conducting research. Research methodology has many
dimensions. It includes not only the research methods but also considers the logic behind the methods
used in the context of the study and complains why only a particular method of technique has been used.
• Exploratory Type of research carried out was exploratory in nature; the objective of such research is to
determine the approximate area where the drawback of the company lies and also to identify the course

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 of action to solve it. For this purpose, the information proved useful for giving right suggestion to the
company.
• Descriptive In the study, descriptive analysis is used to describe the data and characteristics of the
population.

DRAFTING QUESTIONNAIRE

The questionnaire is considered as the most important thing in a survey operation. Hence it should be carefully
constructed. Structured questionnaire consists of only fixed alternative questions. Such type of questionnaire
is inexpensive to analysis and easy to administer. All questions are closed ended.

RESEARCH OBJECTIVES

The research has been undertaken with following objectives.

• To study the level of job satisfaction among the employees of H&M. Ltd. if any.

RESEARCH DESIGN:
This research design in this study is both Explanatory and Descriptive.

Method of data collection

For the purpose of the study data were collected mainly from primary sources and also data from
secondary sources are used.

PRIMARY DATA

The primary data were collected from 100 college students from kcc institute of legal and higher
education and several other colleges.

SECONDARY DATA
The secondary data were collected from authorized books on marketing and Internet.

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SAMPLE PLAN
The samples were made on the basis of convenience and judgment. A sample size of 100 respondents was
taken. The sampling unit was consumers of Delhi, Noida, Greater Noida for which this sample size was
considered a fair representative of the above – mentioned area.

SAMPLE DESIGN

a) Sampling technique- The technique used for conducting the study will convenience sampling technique
as sample of respondents will be chosen according to convenience.
b) Sample size of 100 to be used.
c) Surveyed areas covered under Questionnaire: Consumers of Delhi, Noida, Greater Noida

d) Sampling Method: Convenience Sampling.

The Questionnaire was formulated by keeping in mind the following points:

• A clear comprehension of the question by the respondents.

• Objectives to be found out.

• Giving proper and clear instructions as to what is needed.

• Evaluating the needs to be known.

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 COMPANY OVERVIEW

ABOUT H&M

H&M is multinational clothing-retail company known for its fast fashion clothing for men women, teenagers
and children. It is the second largest global clothing retail, behind Spain based Zara company. As of November
2019, H&M Operate in 74 countries with over 5,000 stores and also company have made its online shopping
available in 33 countries. The company was founded in 1947 by Erling Persson with very first shop established
in Västerås , Sweden . The original name of shop was called “Hennes” which is Swedish for “hers” as the
store at the time exclusively sold womenswear. It wasn’t until 1968 when person acquired the hunting apparel
brand Mauritz Widforss that he changed the name of the company to Hennes & Mauritz to reflect the brand
inclusion of menswear into the product range. Soon after the merger and the official rebranding into the
shortened H&M the company’s expansion gradually began to expand outside of Sweden’s borders. In 1976
the first store outside Sweden opened in London, H&M continued to grow on Europe began to retail online in
1998

Product of H&M

The H&M also include other brands like – COS, Monki, Weekday Cheap Monday, H&M Home and ARKET.
Together these brand offer customers a wealth of styles and trends in fashion, beauty, accessories and
homewares for Women, Men and for children.

Mission of H&M

The prime focus of H&M is to serve fashion and quality at the best price in sustainable way. The believe that
they should have best customer offering in each and every market and offer collection that are wide ranging

16
and varied for women, men, teenagers and children. For them design, quality and sustainability are not a
question of price but ability to offer inspiring fashion with unbeatable value for money.

Vision of H&M

H&M’s business operations aims to run in a way that is economically, socially and environmentally
sustainable where it means that the need of both present and future generations must be fulfilled.

USP of H&M

H&M works on a business concept of fashion for all, where this venture serves the customer with stylish
clothes, classic look at the affordable price. Also the tie ups of H&M with big designers have helped them to
establish themselves among the best fast fashion retailers where they provide the consumer with best designs
from the popular designers at an affordable price due to their effective logistics

Objective of Analysis

The main objectives of this internship project are deep study of

1. Learn about brand (H&M)

2. To know How H&M became world’s 2nd largest fashion brand.

3. To find out the marketing strategy of H&M

4. Consumer behaviour of H&M

Marketing Strategy of H&M

Marketing strategy is very essential for each business, marketing is way to communicate and to reach your
target consumer. Choosing correct strategy make your brand grow, so H&M has different marketing technique
to communicate to its consumer and this make H&M 2nd largest fashion retailer. Once Jorgen Andersson, the
marketing director of H&M was asked what is the secret of so called “Stockholm syndrome”, with first Ikea
democratizing interior design, now H&M doing the same thing with fashion, to this he answered that this is
not only a business idea, but rather a political one, providing every person with equal choices as you do not
have to be rich to appreciate good design. He also added owes its success to three factors: -

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1.Innovative design that is always on trend

2.The best quality at best price

3.Efficient logistic

H&M engages various marketing techniques which purpose is to attract customers. The realization of chosen
methods will be extensively discussed below: -

1.Partnership with designers and celebrities.

In 2004 H&M took an effort to collaborate with famous fashion designer Karl Lagerfeld, who decided to create
exclusive line for the brand. It was very bold and innovative move, as until then partnership between high
fashion designer and retail fashion had never happened. The launch of Lagerfeld’s collection was great success
after that brand decided partnership with guest designer on regular basis and included as long-term marketing
plan. Later H&M also worked with huge industry names like Stella McCartney, Roberto Cavalli, Sonia Rykiel
or 51 Donatella Versace and as a result it increased its sales.

Additionally, a side from famous fashion directors, H&M collaborated with pop icons and fashion experts like
Madonna, Kylie Minogue or Anna Dello Russo, as they are an inherent part of today's pop culture. Due to this
partnership H&M gained a competitive advantage over another brand.

2.Sales promotion or discount.

Price reduction is another tool traditionally practiced by retail companies. In 2005 the brand used different
approach to regular reduction of price by sale and discount to sell out previous collection. Brand gave different
price reduction upto 50% and made their customer to grab the benefit from sales and discount.

3.Advertisment.

H&M has been going upmarket, so as its' advertisement campaigns. The Swedish brand H&M has been
creating simple and effective ads. The company applies several different communications tools in their
advertising activities. The most popular are ad campaigns featured in fashion magazines or as a part of
editorials. Actually, H&M was one of the first high street fashion brands featured in high fashion magazines
like Vogue or Harper's Bazar next to Gucci, Chanel or Christian Dior. In their ads, they feature international

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super model and singers like Adriana Lima, Doutzen Krause, Cara Delavigne, Beyonce or Lady Gaga. Hence
featuring famous people from music and entertainment industry seems to be one of the most appealing
marketing activities, encouraging customers that they can dress as they role models.

4. Social Media

Social media has become an important platform for all the brand to reach their target customer. Like other
brands H&M has also understood the benefit of social media and how it can get the message out as well as
promote the brand customer. In order to foster the relationship, build with H&M's loyal customers, the brand
is present on four different social media channels.

1. Facebook: -

Facebook like many other brands is also the primary platform for social media marketing for H&M. There are
32 million followers of the brand in Facebook. It posts regular updates about the new products and designs as
well as any events or marketing campaigns it organizes. It uses videos and pictures that give an inside the store
glimpse as well as showcase the newest styles available. However, more than that Facebook account serves as
a platform to engage the customers and visitors, satisfied and disappointed customers both talk to the brand
through its Facebook page and express their joy or dissatisfaction as they like. In this way, Facebook provides
for efficient communication between the brand and its customers effectively.

2. Instagram: -

Instagram is another important stop for the brand where it has showcased its brand and its products beautifully.
Instagram acts as an effective platform for customer and fan engagement. People can like your post and follow
your brand as well as comment on your posts. It is great for marketing of those brands that mainly use images
for marketing. H&M has made 3761 posts on Instagram and has 22.9 million followers, following its brand.
This is a very high number and reflects the kind of success H&M has achieved by marketing on Instagram.

3. Twitter: -

H&M has also used Twitter for effective marketing of its brands and products. There are different Twitter
accounts for different markets like H&M USA, H&M Canada, H&M Belgium and H&M UK. Its main Twitter
account has more than 8.6 million followers. The brand uses Twitter to showcase its products and brands and
to engage the customers. Some features in Twitter are similar to that of Facebook. It can be used to showcase

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large size images and videos. The Twitter feeds flow like news clips which provides for better user
engagement.

4. YouTube: -

YouTube is a great platform for engaging fans and followers. H&M has showcased more than 650 videos in
its YouTube account. The focus is not just marketing of products or brands but to create long term relationships
with the customers through deeper engagement. H&M does not just promote its products, but there are also
how to videos included. Its YouTube account has more than 261k subscribers.

Marketing Mix of H&M

Marketing is “an organizational function and a set of processes for creating, communicating, and delivering
value to customers and for managing customer relationships in ways that benefit the organization and its
stakeholders”. When a company wants to elaborate its international marketing plan, it is necessary to take into
account the traditional 4 P: product (or service), price, place and promotion.

The marketing mix used by H&M is as follows: -

1. Product – Vast range of clothing and other items with a lower price range and a decent quality. All products
are inspired by the latest Catwalk trends.

2. Price -H&M has adopted a pricing strategy that has broader pricing range to suit every sphere of buyer. In
order to maintain a median pricing strategy, various discounts and schemes on their core and fresh stocks.

3. Place – H&M stores are located in convenient location. They also have online website hm.com, which give
consumer easy access to their product.

4. Promotion - H&M focuses a vast amount of time on Promotion and advertising. Direct marketing is also
used as part of H&Ms campaign.

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 LIMITATION OF THE STUDY

1. The sample size of the study cannot be generalized and applied for general public.
2. The preferences and opinions are dynamic and therefore, the results, conclusions and the findings of
the study are based on those preferences and the opinions only. That is, results would differ if the
preferences or opinions differ.
3. The above-mentioned study has been carried out in one particular area, so, it can’t be compared with
the other area or with other study that forms the part of other area. It is comparable only with those
studies which have been done in the same area.

4. The short listing of the factors cannot be generalized on the actual terms because it depends on the
sample size.

5. Since, the short listing of the factors can’t be generalized, then, it may seem that the analysis results are
biased and, therefore, are not reliable.
6. The analysis results belong only to the observations within the sample. It does not forecast about the
observations that lies outside the sample size or outside the model.

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 CHAPTER – 2
DATA INTERPRETATION

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 DATA ANALYSIS AND INTERPRETATION

• The research design of this project report is descriptive

• Data collection method is primary i.e., questionnaire.

• Sample size is 100

• Sampling method which is used is convenient sampling method (through Google forms).

Percentage Analysis:

This method alludes to the particular kind which is utilized in making an examination between two
arrangements of information gathered. The rate depends on descriptive relationship. It analyses the relative
things. Using rate, the information is diminished in the structure with base equivalent to 100% which
encourage relative information.

Percentage= No of respondent/Total respondent*100

1. HAVE YOU EVER SHOPPED AT H&M BEFORE?

Category Yes, frequently Yes, occasionally No

Percentage 57% 42% 1%

Interpretation:In this survey out of 100 respondents 57 have shopped frequently, 42 have shopped
occasionally and 1 have not shopped at H&M.

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 2. How often do you shop at H&M?

Category Multiple time Once a month Once every Rarely Never

a month few month shopped at
H&M
Percentage 12 33 32 22 1

Interpretation:

In this survey out of 100 respondents 12 have shopped multiple time a month, 33 have shopped once a month,
32 have shopped once every few months, 22 have shop rarely, 1 have never shopped at H&M.

3. WHAT DO YOU THINK ABOUT THE QUALITY OF H&M PRODUCTS?

Category Excellent Good Average Poor Very poor

Percentage 59% 37% 4% 0 0

Interpretation:

In this survey out of 100 respondents 59 have rated the quality as excellent, 37 have rated the quality as
good, 4 have rated the quality as average.

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 4. HOW WOULD YOU RATE H&M PRICES COMPARED TO OTHER SIMILAR RETAILERS?

Category Much cheaper Slightly About the same Slightly more Much more
cheaper expensive expensive
Percentage 4% 52% 31% 11% 2%

Interpretation:

In this survey out of 100 respondents 4 respondent have rated the price as cheaper compared to other similar
brands, 52 have rated it as slightly cheaper, 31 have rated it as about the same, 11 have rated it as slightly more
expensive, 2 have rated as much more expensive.

5. HOW WOULD YOU RATE THE SELECTION OF PRODUCT AT H&M?

Category Excellent Good Average Poor Very poor

Percentage 66 31 3 0 0

Interpretation:

In this survey out of 100 respondents 66 have rated the selection of product as excellent, 31 have rated it as
good, 3 have rated it as average.

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 6. WHAT FACTORS INLUENCE YOUR DECISION TO SHOP AT H&M?

Interpretation:

In this survey respondent are highly satisfied with style and are highly not satisfied with availability of
product.

7. HOW WOULD YOU DESCRIBE YOUR OVERALL EXPERIENCE SHOPPING AT H&M?

Category 5 4 3 2 1
Percentage 39 37 22 1 1

Interpretation:

In this survey out of 100 respondents 39 have rated overall experience level as 5, 37 have rated overall
experience level as 4, 22 have rated overall experience level as 3,1 have rated overall experience level as 2
and 1 have rated overall experience level as 1.

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 8. HOW LIKELY ARE YOU TO RECOMMEND H&M TO A FRIEND AND FAMILY MEMBER?

Category Very likely Likely Neutral Unlikely Very unlikely

Percentage 6% 12% 81% 1% 0%

Interpretation:

In this survey out of 100 respondent 6 have rated very likely, 12 have rated likely, 81 have rated neutral, and
1 have rated unlikely to recommend H&M to a friend and family member.

9. WHAT IS YOUR PREFERRED METHOD OF SHOPPING AT H&M?

Category In-store Online Both

Percentage 45% 24% 45%

Interpretation:

In this survey out of 100 respondent 45 prefer to buy H&M product from store, 24 prefer to buy online and 45
prefer from both store and online.

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 10. HAVE YOU EVER HAD ANY ISSUES WITH CUSTOMER SERVICE AT H&M?
Category Yes No
Percentage 40% 60%

Interpretation:

In this survey out of 100 respondent 60 have not faced any issue with customer services but 40 have faced
issue with customer service at H&M.

11. HOW IMPORTANT IS SUSTAINABILITY TO YOU WHEN IT COMES TO FASHION AND

CLOTHING BRAND?

Category Very Important Neutral Not important Not at all

important important
Percentage 9% 82% 8% 1% 0%

Interpretation:

In this survey out of 100 respondents 9 of them thinks that sustainability is very important,82 of them thinks
that sustainability is important, 8 of them thinks that sustainability is neutal, 9 of them thinks that
sustainability is not important.

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 12. DO YOU THINK H&M IS A SUSTAINABLE AND ENVIRONMENTALLY FRIENDLY
BRAND?

Category Yes No Unsure

Percentage 59% 14% 27%

Interpretation:

In this survey out of 100 respondents 59 thinks that H&M is a sustainable and environmentally friendly, 14
thinks that H&M is not a sustainable and environmentally friendly, 27 are unsure about the fact that it is
sustainable and environmentally friendly or not.

13. HOW LIKELY ARE YOU TO CHOOSE H&M OVER OTHER BRANDS DUE TO THEIR
SUSTAINABILITY INITIATIVES?

Category Very likely Likely Neutral Unlikely Very unlikely

Percentage 52% 24% 22% 1% 1%

Interpretation:

In this survey out of 100 respondents 52 will very likely choose H&M over other brands due to their
sustainability, 24 will likely choose H&M over other brands due to their sustainability, 22 are neutral to choose
H&M over other brands due to their sustainability and 1 is unlikely and 1 is very unlikely choose H&M over
other brands due to their sustainability initiative.

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 14. HOW IMPORTANT IS IT FOR YOU TO STAY UP-TO-DATE WITH FASHION TRENDS?

Category Very important Neutral Not Not at all

important important important
Percentage 8% 60% 29% 3% 0%

Interpretation:

In this survey out of 100 respondents 8 think it is very important to stay up-to-date with fashion trend, 60 think
it is important to stay up-to-date with fashion trend, 29 think it is neutral to stay up-to-date with fashion trend,
3 think it is not important to stay up-to-date with fashion trend.

15. RATE YOUR SATISFACTION LEVEL WITH H&M?

Category 5 4 3 2 1
Percentage 64 22 13 1 0

Interpretation:

In this survey out of 100 respondents 54 have rated satisfaction level as 5, 22 have rated satisfaction level as
4, 12 have rated satisfaction level as 3 and 1 have rated satisfaction level as 2.

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 CHAPTER 3

CONCLUSION AND SUGGESTION

31
 CONCLUSION

This paper discusses the impact of online reviews on consumer buying behaviour. Through this research, we
have found out that the purchase of a product by consumer has a very strong bond with the customer reviews
and online word of mouth is a major role played by these reviews. Online reviews can be just the thing that is
needed to push a prospective customer from consideration to purchase, as they are an integral part of shopping
experience. It has also been seen that the consumer’s perceived risk can be reduced with the help of useful
information provided about a particular product through reviews and will stimulate the customer’s purchase
intention and behaviour.

These reviews and feedback are not only useful for the future customer in making a purchase decision but also
help the business to improve the quality of the product and services. There are many factors which affect the
consumer’s purchase behaviour like online product reviews, brand, availability, price and need of product
among which online product reviews plays the major role. The study is based majorly on the analysis of
primary data which included people of different age groups. Questionnaire was developed to undertake study
in sampled regions to collect relevant information for research.

FINDINGS

1. H&M has a unique and successful business model that is based on fast fashion and vertical integration.
2. The company has a strong brand image and customer loyalty.
3. H&M has a strong digital strategy, including e-commerce, social media, and mobile apps.
4. The company has a global presence and is expanding into new markets.
5. H&M supply chain and logistics operations are efficient and effective, allowing the company to quickly
respond to changing fashion trends and consumer demands.

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 SUGGESTIONS

1. The company should invest in sustainability initiatives to address growing concerns about the
environmental impact of fast fashion.
2. H&M should continue to focus on innovation and creativity in its product offerings to stay ahead
of competitors.
3. H&M should continue to expand its online presence and improve its digital capabilities to meet the
needs of modern consumers.
4. H&M should maintain its focus on quality and customer service to maintain its loyal customer
base.
5. The company should consider entering new markets, particularly in Asia and Africa and Indonesia,
where there is potential for growth.
6. The company should focus on being affordable from which it can target large group of buyers.
7. The company should focus on well-trained staff which will help buyers who shop in-store to know
the product well.
8. H&M should also focus on traditional wear with western wear.

SCOPE FOR FURTHER RESEARCH

1. To aim to cover main issues related to the production and marketing.

2. To analyse the current situation of the company.

3. To estimate development in present and future market scenario.

33
 BIBLIOGRAPHY

1. Sundin and Svensson (2017) “Corporate Social Responsibility.

2. Johansson and Persson (2016)” Supply Chain Management: H&M has also been the subject of
several studies on supply chain management.

3. Barnes and Lea- Greenwood's (2006) “The information included in this analysis is primarily based
on studies and literature relating to fast fashion and supply chain management, as well as the theories
and strategies involved in supply chain management.

4. Gershuny and Olufemi (2019) “Financial Performance: H&M's financial performance has also been
the subject of extensive literature.

5. Chen and Chang (2019)” Marketing Strategies.

6. Bames & Lea-Greenwood (2006) “The authors have defined fast fashion as a form of business
strategy that targets to lessen the number of processes that are undergone in a buying cycle and lead
times to deliver new fashion products in stores.

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QUESTIONNAIR FOR CONSUMER BEHAVIOUR TOWARDS H&M BRAND

1. NAME

2. GENDER

• MALE

• FEMAIL

• PREFER NOT TO SAY

3. AGE GROUP

• 11-15

• 16-20

• 21-25

• 26-30

• 31 AND ABOVE

4. OCCUPATION

• STUDENT

• GOVERNMENT EMPLOYEE

• PRIVATE EMPLOYEE

• OTHER

5. INCOME PER MONTH

• BELOW 20000

• 20000-30000

35
 • 30000-40000

• 40000 AND ABOVE

6. AREA OF RESIDENCE

• URBAN

• SEMI URBAN

• RURAL

7. HAVE YOU EVER SHOPPED AT H&M BEFORE?

• YES FREQUENTLY,

• YESOCCASIONALLY

• NO

8. HOW OFTEN DO YOU SHOP AT H&M

• MULTIPLE TIMES A MONTH

• ONCE A MONTH

• ONCE EVERY FEW MONTHS

• RARELY

• NEVER SHOPPED AT H&M

9. WHAT DO YOU THINK ABOUT THE QUALITY OF H&M PRODUCTS?

• EXCELLENT

• GOOD

• AVERAGE

• POOR

36
 • VERY POOR

10. HOW WOULD YOU RATE H&M PRICES COMPARED TO OTHER SIMILAR RETAILERS?

• MUCH CHEAPER

• SLIGHTLY CHEAPER

• ABOUT THE SAME

• SLIGHTLY MORE EXPENSIVE

• MUCH MORE EXPENSIVE

11. HOW WOULD YOU RATE THE SELECTION OF PRODUCT AT H&M?

• EXCELLENT

• GOOD

• AVERAGE

• POOR

• VERY POOR

12. WHAT FACTORS INLUENCE YOUR DECISION TO SHOP AT H&M?

• PRICE

• QUALITY

• STYLE

• AVAILABILITY OF PRODUCTS

• LOCATION

• BRAND REPUTATION

• SUSTAINABILITY INITIATIVES

37
13. HOW WOULD YOU DESCRIBE YOUR OVERALL EXPERIENCE SHOPPING AT H&M?

• 1

• 2

• 3

• 4

• 5

14. HOW LIKELY ARE YOU TO RECOMMEND H&M TO A FRIEND AND FAMILY MEMBER?

• VERY LIKELY

• LIKELY

• NEUTRAL

• UNLIKELY

• VERY UNLIKELY

15. WHAT IS YOUR PREFERRED METHOD OF SHOPPING AT H&M?

• IN-STORE

• ONLINE

• BOTH

16. HAVE YOU EVER HAD ANY ISSUES WITH CUSTOMER SERVICE AT H&M?

• YES

• NO

17. HOW IMPORTANT IS SUSTAINABILITY TO YOU WHEN IT COMES TO FASHION AND

CLOTHING BRAND?

38
 • VERY IMPORTANT

• IMPORTANT

• NEUTRAL

• NOT IMPORTANT

• NOT AT ALL IMPORTANT

18. DO YOU THINK H&M IS A SUSTAINABLE AND ENVIRONMENTALLY FRIENDLY

BRAND?

• YES

• NO

• UNSURE

19. HOW LIKELY ARE YOU TO CHOOSE H&M OVER OTHER BRANDS DUE TO THEIR
SUSTAINABILITY INITIATIVES?

• VERY LIKELY

• LIKELY

• NEUTRAL

• UNLIKELY

• VERY UNLIKELY

20. HOW IMPORTANT IS IT FOR YOU TO STAY UP-TO-DATE WITH FASHION TRENDS?

• VERY IMPORTANT

• IMPORTANT

• NEUTRAL

• NOT IMPORTANT

39
 • NOT AT ALL IMPORTANT

21. RATE YOUR SATISFACTION LEVEL WITH H&M?

• 1

• 2

• 3

• 4

• 5

40