Jagan Institute of Management Studies

Brand - Life Style

Submitted By

Shubham FC23173

Raj FC23159

Sahil FC23164

Mohit FC23148

GUIDED BY: Dr. Mansi Arora

 Declaration
We do hereby declare that, We Shubham, Sahil, Raj, Mohit students of MBA 3rd
trimester

from JIMS, Rohini Sector-5, contributed our sincere efforts and dedication and left
no stone unturned while the accomplishment of the project entitled.

“A Study on Consumer Buying Behavior in Retail Fashion Stores”

 Acknowledgement

Behind every achievement of a student life the unflinching efforts of one’s parents
& teacher without whom the liveliness of hard work could not have been known.

At the very outset we would like to thank Mrs. Mansi Arora, for her guidance to
undertake this project..

Finally, we wish to express our sincere gratitude to our parents, who have provided
us with strong mental and financial support all the time and I would like to thank
all other personnel from various departments of Life Style who have directly or
indirectly helped me to accomplish my project work.
 PREFACE
The study period of the project contributes significant knowledge that improves the
hidden ability and the talent that an individual really has. Talking specifically in the
practical aspect, the project significantly contributes its very best in providing a
student with an in-depth view and knowledge about a concerned industry/company.
It facilitates a student to show their talent & skills, and also the basic awareness
about the various latest concepts specifically with their practical utility. It also
facilitates working in concerned groups, which stood to a basic quality in working
with the corporate individuals.

We dedicated our very best “A Study on Consumer Buying Behaviour in Retail

Stores”. During the study, We was enlightened with many facts and practical
aspects, which helped me a lot in getting a clear view about the Consumer Buying
Behaviour in Retail Fashion Stores.

For this project report We collected Primary data & information with the
observation on the various customers coming for shopping in the Life Style Retail
store located in Pacific Mall, NSP Delhi.
 ABOUT THE COMPANY

INTRODUCTION:
Originating in India in 1999, Lifestyle is a retail fashion brand which comes under Dubai-based
retail and hospitality conglomerate, the Landmark Group. The company sells national and
international brands, which make up 75% of their stock, along with its in-house brand labels that
bring in about 30% of the revenues and account for the remaining 25% of in-store stock.
Lifestyle's private labels include brands like Melange, which is a ₹150 crore brand with eight
stores in India. Customer Demography

PRODUCT RANGE AND INNOVATION:

Life Style is known for its wide range of products that cater to different customers' needs. Their
clothing line includes fashionable items for men, women, and children, while their food products
are famous for their freshness and taste. They also frequently innovate their offerings to meet the
changing demands of their customers.

TARGET MARKET: The lifestyle serves people of different ages, from young
adults to older people, with a main focus on middle-income families and
professionals. It welcomes both men and women and offers products for both
individuals and families. You can find the store in city and suburban areas,
attracting local residents and people from nearby places who want good quality
items at reasonable prices

BRAND IDENTITY AND VALUES: Lifestyle brand identity is centered around

its commitment to quality, innovation, and sustainability. They have a strong
reputation for ethical sourcing and production practices, and they actively work
towards reducing their environmental impact. They also value inclusivity and
diversity, which is reflected in their products and marketing campaigns.

RETAIL EXPERIENCE: Lifestyle provides a unique and enjoyable

retail experience for its customers. The store is designed to be easy to
navigate, and the staff is always available to assist customers with any
questions or concerns. They also offer a range of services, such as
personal shopping and gift wrapping, to enhance the shopping
experience.
 METHODOLOGY
RESEARCH DESIGN
A research design is the arrangement of conditions for collection and analysis of the data in a
manner that aims to combine relevance to the research purpose with the economy in
procedure.

In fact the research design is the conceptual structure within which research is conducted, it
constitutes the blueprint for the collection, measurement and analysis of data.

STATEMENT OF THE PROBLEM:

The study is being conducted for the Retail Outfit Outlets in New Delhi to find out the
Consumer Buying Behaviour. It is required to find out the preferences based on certain
aspects
(Store, Trials, choosing the item enquiry, mannequin, attraction, price comparison, purchasing
decision, Payment option)

OBJECTIVES
To Study the Customer Behaviour in retail store.

NEED OF THE PROJECT

Nowadays retail stores are facing more competition in the retailing business. Good store design
increases the visiting of more customers into the store and increases the store goodwill, and
price also plays a major factor in the customer giving preference and selection of the store.
And as industry research has shown, there is much need to know the customer expectations,
customer preferences and their store choices (features) and we will find solutions for designing
effective stores which will get more customers and get more profits.

SCOPE OF THE STUDY

The research is applicable in the area of the customer decision-making process for purchasing
products at Stores. The scope of research also helps in understanding the preferences of the
customers. It would help stores in designing their marketing and promoting sales.
TYPE OF STUDY:

This research is completely based on the description of the factors that lead to the customer
decision making process. It is basically valued on the various parameters which include
impulsive buying, mannequin attraction, trials, payment methods, enquiry, purchase
decision.
Here the need is to find which factor describes the consumer decision making process
most effectively.

SOURCES OF DATA COLLECTION:

The sources of data include both Primary data.
The sources of data include Primary data.
Primary data is collected with specific objectives, especially to address the research problem. The
data is gathered by Observing to the customers who visit the Life style Retail store, pacific mall,
nsp, Delhi.

SAMPLING PROCEDURE:
To obtain the representative sample, we have taken sample size of 35.

LIMITATIONS OF THE STUDY:

It is not possible for any market study to make it accurate due to many hurdles in the collection
and computation of data. Some limitations of the study are listed below

● The sampling frame to conduct the study has been restricted to Life Style, Max
Fashion, Westside, and Reliance Trends.
● Respondents show reluctance towards giving correct information.
● Findings of the study are based on the assumption that respondents have disclosed in
the questionnaire.
● Time was a major constraint.
 DATA ANALYSIS AND
INTERPRETATION
Table – 1

1. GENDER

Gender Frequency Percent

Male 7 20%
Female 28 80%
Total 35 100%

Graph - 1

Observations

20%

80%

Male Female

INTERPRETATION:
The above table shows that 20% of the customers observed are male, and 80 % of the
customers observed are female.

Table - 2
 2. AGE

Age Frequency Percent

18-28 18 51.42%
29-39 13 37.14%
40-50 3 8.57%
51-61 1 2.85%
Total 35 100%

Graph - 2

Observations

51-61 1
Age Group

40-50 3

29-39 13

18-28 18

0 5 10 15 20
Number of People

INTERPRETATION:

The above table shows that:

● 51.42% of the respondents fall under the age group of 18 – 28 years.

● 37.14% of the respondents fall under the age group of 29 – 39 years.
● 8.57% of the respondents fall under the age group of 49 - 50 years.
● 2.85% of the respondents are 36 - 45 years of age group.
 Table – 3
Gender Influenced by Someone Not influenced by someone Total
FEMALE 7 20 27
MALE 3 5 8
Grand Total 10 25 35

Expected Values
Row Labels Influenced by Someone Not influenced by someone Total
FEMALE 7.71 19.28 27
MALE 2.28 5.71 8
Grand Total 10 25 35

INTERPRETATION:

1. Buying Behaviour and Influenced Behaviour:

• Null hypothesis (H0): There is no significant difference between gender and

influenced buying behavior.
• Alternative hypothesis (H1): There is a significant difference between gender and
influenced buying behavior.
Analysis:
The chi-square test is conducted to assess whether gender and influenced buying behavior are
significant or not. The p-value obtained in this test is p = 0.5244, which is greater than 0.05.
Therefore, the null hypothesis (H0) is not rejected.
 Table – 4

Gender Impulsive Buying Not impulsive Total

FEMALE 18 9 27
MALE 6 2 8
Grand Total 22 11 35

Expected Values

Gender Impulsive Buying Not impulsive Total

FEMALE 16.97 8.48 27
MALE 5.028 2.51 8
Grand Total 22 11 35

INTERPRETATION:

1. Gender and Impulsive Buying:

● Null hypothesis (H0): There is no significant difference between gender and

impulsive buying.
● Alternative hypothesis (H1): There is a significant difference between gender and
impulsive buying.

Analysis:
● The chi-square test is conducted to assess whether there is a significant difference
between gender and impulsive buying or not. The p-value obtained in this test is p =
0.5342, which is greater than 0.05. Therefore, the null hypothesis (H0) is not
rejected.
 Table – 5

Gender Online(UPI) Card Cash Total

FEMALE 5 7 6 18
MALE 1 2 1 4
Grand Total 6 9 7 22

Expected Values

Gender Online(UPI) Card Cash Total

FEMALE 4.90 7.36 5.72 18
MALE 1.09 1.63 1.27 4
Grand Total 6 9 7 22

INTERPRETATION:

1. Gender and Payment Methods:

● Null hypothesis (H0): There is no significant difference between gender and payment
methods.
● Alternative hypothesis (H1): There is a significant difference between gender and
payment methods.

Analysis:
● The chi-square test is conducted to assess whether there is a significant difference
between gender and payment methods. The p-value obtained in this test is p = 0.9141,
which is greater than 0.05. Therefore, the null hypothesis (H0) is not rejected.
 TABLE - 6
Age Group Mannequin Attraction Not Attracted by Grand total
Mannequin
18-28 9 9 18
29-39 6 7 13
40-50 2 1 3
51-61 0 1 1
Grand Total 17 18 35

Expected Values

Age Group Mannequin Attraction Not Attracted by Grand total

Mannequin
18-28 8.74 9.25 18
29-39 6.31 6.68 13
40-50 1.45 1.54 3
51-61 0.48 0.51 1
Grand Total 17 18 35

INTERPRETATION:

1. Age and Mannequin Attraction:

● Null hypothesis (H0): There is no significant difference between age and mannequin
attraction.
● Alternative hypothesis (H1): There is a significant difference between age and
mannequin attraction.
Analysis:
● The chi-square test is conducted to assess whether there is a significant difference
between age and mannequin attraction. The p-value obtained in this test is p = 0.7095,
which is greater than 0.05. Therefore, the null hypothesis (H0) is not rejected.
 Table – 7

Category Trials No Trials Total Observed

ACCESSORIES 8 2 10
Clothes 15 3 18
Shoes 3 4 7
Grand Total 26 9 35

Expected Values

Category Trials Without Trials Total Observed

ACCESSORIES 7.42 2.57 10
Clothes 13.37 4.62 18
Shoes 5.2 1.8 7
Grand Total 26 9 35

INTERPRETATION:

1. Category and Trials:

● Null hypothesis (H0): There is no significant difference between categories and

trials.
● Alternative hypothesis (H1): There is a significant difference between categories
and trials.

Analysis:
● The chi-square test is conducted to assess whether there is a significant difference
between category and trials. The p-value obtained in this test is p = 0.1021, which is
greater than 0.05. Therefore, the null hypothesis (H0) is not rejected.
 Table – 8

Price Impulsive Buying No Impulsive Total

Competitive Price 10 9 19
Discounted Price 7 2 9
Grand Total 18 11 29

Expected Values

Price Impulsive Buying No Impulsive Total

Competitive Price 11.79 7.20 19
Discounted Price 5.58 3.41 9
Grand Total 18 11 29

INTERPRETATION:

1. Pricing and Trials:

● Null hypothesis (H0): There is no significant difference between price and trials.
● Alternative hypothesis (H1): There is a significant difference between price and
trials

Analysis:
● The chi-square test is conducted to assess whether there is a significant difference
between price and impulsive buying. The p-value obtained in this test is p = 0.1973,
which is greater than 0.05. Therefore, the null hypothesis (H0) is not rejected.
 FINDINGS & DISCUSSION
The Findings of customer data from Life Style Store reveals several key insights:

● Gender Imbalance: The majority of observed customers are female (80%),

indicating a significant gender imbalance. This highlights an opportunity for the store
to explore strategies to attract more male customers, potentially through targeted
marketing or tailored product offerings.

● Age Demographics: The largest proportion of customers falls within the younger age
brackets (18–28 years), suggesting a youthful customer base. This demographic trend
underscores the importance of catering to younger consumers' preferences, such as
trendy designs and technological integration.

● Buying Behavior and Influences: The analysis does not show a significant gender
difference in buying behavior or influenced behavior. This implies that external
influences may impact purchasing decisions equally across genders. Further
exploration into the specific factors influencing customer decisions could inform more
effective marketing strategies.

● Payment Methods: There is no significant difference between gender and preferred

payment methods. While gender may not influence payment choices, understanding
customers' payment preferences remains crucial for ensuring convenience and
satisfaction.

● Mannequin Attraction: Regardless of age, customers show similar levels of

attraction to mannequins. This suggests that visual merchandising strategies,
including mannequin placement and attire, have universal appeal and can effectively
influence purchasing decisions across age groups.

● Category and Pricing: The analysis indicates no significant difference in trial

behavior across product categories or price ranges. However, further investigation
may reveal nuanced insights into customer engagement with specific product
attributes or marketing approaches.

These findings offer valuable insights for optimizing marketing strategies, product placement,

and customer engagement initiatives at Life Style Store. By leveraging these insights, the

store can enhance customer satisfaction, drive sales, and foster long-term loyalty.
 Recommendation to the store
Based on the findings from the mystery shopping experience at Life Style, here are some
recommendations that could be made to the store:
• Targeted Marketing to Address Gender Imbalance: Develop targeted
marketing campaigns aimed at attracting more male customers to balance the
gender distribution. This could involve highlighting male-oriented products, using
male models in advertisements, and creating promotions tailored specifically to
male preferences.
• Youth-Centric Product Offerings and Experiences: Focus on offering products
and experiences that appeal to the youthful demographic, such as trendy fashion
lines, tech-savvy shopping experiences, and interactive in-store events. This could
include partnerships with influencers or collaborations with popular brands to
enhance the store's appeal among younger consumers.
• Understanding Influencing Factors for Purchasing Decisions: Conduct further
research to understand the specific external factors influencing customer
purchasing decisions. This could involve surveys, focus groups, or data analysis to
identify trends and patterns in consumer behavior. Use these insights to tailor
marketing strategies and product offerings accordingly.
• Payment Convenience and Flexibility: While there may not be a significant
gender difference in payment preferences, continue to prioritize convenience and
flexibility in payment options. This could include offering various payment
methods such as credit/debit cards, mobile payments, and buy-now-pay-later
options to accommodate diverse customer preferences.
• Optimize Visual Merchandising Strategies: Given the universal appeal of
mannequins across age groups, invest in optimizing visual merchandising
strategies to enhance the store's ambiance and influence purchasing decisions.
Experiment with different mannequin placements, attire styles, and thematic
displays to create engaging and visually appealing shopping experiences.
• Personalized Product Recommendations and Promotions: Leverage customer
data to personalize product recommendations and promotions based on individual
preferences and purchase history. Implement loyalty programs, targeted email
campaigns, and personalized offers to incentivize repeat purchases and enhance
customer loyalty.
• Continuous Monitoring and Adaptation: Continuously monitor customer
feedback, sales data, and market trends to adapt strategies in real-time. Regularly
assess the effectiveness of implemented initiatives and be prepared to iterate and
refine approaches based on evolving customer preferences and competitive
landscape.

By implementing these recommendations, Life Style Store can enhance its appeal to a
broader customer base, improve customer satisfaction, and drive sales growth in an
increasingly competitive retail environment.
 Conclusion

In conclusion, the analysis of customer data from Life Style Store highlights several key

insights that can inform strategic decision-making to enhance the store's performance and

customer satisfaction. The findings reveal a notable gender imbalance in the customer base,

with a majority of female customers. This underscores the importance of implementing targeted

marketing initiatives to attract more male customers and achieve a more balanced demographic

representation. Additionally, the predominant presence of younger consumers suggests the

need to prioritize youth-centric product offerings and experiences, such as trendy fashion lines

and tech-savvy shopping experiences. While there may not be a significant gender difference

in payment preferences or in the factors influencing purchasing decisions, continued efforts to

optimize payment convenience and personalize product recommendations can further enhance

the overall shopping experience. Moreover, leveraging visual merchandising strategies and

continuously monitoring customer feedback and market trends will be crucial for staying

relevant and competitive in the retail landscape. By implementing these recommendations, Life

Style Store can position itself for sustainable growth, improved customer loyalty, and

continued success in the market.