CONSUMER BEHAVIOUR ON

Company Profile
FOUNDED ON :– 1991

CHAIRMAN :- M Mr. D.P.S. Kohli.

It has 1400 outlets in India

 PRODUCTS

JEANS
T-SHIRTS
SHIRTS
TROUSERS
ETC.
 MILESTONES ACHIVED
• 1998:-The Company launched the brand "Koutons".

• 2002:-The first exclusive brand outlet under the

"Koutons" brands was opened.

• 2006:-The Company was converted into a public

limited company and consequently its name was
changed to Koutons Retail India Limited with effect
from June 27, 2006.
 AWARDS ACHEIVED
2007
Koutons is credited with another award of “Brand Entrepreneur of the Year”
Koutons Retail India Ltd has won the prestigious “Chain Store of the Year” Award
at the National Awards for the excellence in Apparel business organized by CMAI.
2008:-
Koutons Retail India Ltd was award “Most Admired Fashion Group” at Images
Fashion Awards ’08 Mumbai
Koutons Retail India Ltd has won the prestigious “Brand of the Year Men’s Casual
Wear (Large)” Award at the National Awards for the excellence in Apparel business
organized by CMAI
2009:-
Koutons received "The Value Retailer of the Year" Award of Star Retailer on 27th
November, 2009 organized by Franchise India.
Koutons received the "Best Clothing Company of the Year" of CMAIs Apex
Awards on 21st December, 2009.
 Objective of the study
 To find out customers attitude towards Koutons
products.
To study customers perceptions about Koutons products.

To observe customers buying behavior about Koutons

Products.
To get an idea about customers thinking on the discounts
and pricing of Koutons products.
 Research methodology

Quantitative Technique:

 Survey method
 Observation method

Qualitative method:

 Interview method
 Survey
• AGE GROUP: AGE GROUP
• 18 – 20 (20%) 13% 20% 18-20
• 20 – 25 (33.3%) 20-25
• 25 – 30 (33.3%) 33% 25-30
• 30 - 35 (13.3%) 33% 30-35

SEX
• SEX:-
33%

MALE
FEMALE

• MALE (66.6%) 67%

• FEMALE(33.4%)
Why do you visit Koutons?

10.00%

0.2 window shopping attractive discount

10.00% 20.00%

branded garments easy avaiablity

others

0.6
60.00%
For whom do you purchase Koutons
apparel most often?

7%
13%

self family

relatives others

80%
Kindly rate your preference for the following
products according to quality:

JEANS
12 SHIRT

10 T-SHIRT

CARGO
8
OTHERS
6

0
VERY GOOD GOOD AVERAGE BELOW AVERAGE
Your perception about Pricing?

13% 13%

VERY HIGH

HIGH

NEITHER HIGH
NOR LOW

73% LOW

VERY LOW
Which among the offered range product
is preferred by you?

13% 7%
RS 300-500

RS 500-
1000

RS 1000-
1500
80%
RS 1500-
ABOVE
When you buy apparel of Koutons?

7% 7%
7%

FREQUENTLY

OCASIONALLY

FESTIVE SEASON

OTHERS

80%
Who influences your purchase decision
mostly?

33% 33%

SELF

FAMILY

FRIENDS

OTHERS

33%
From which place do you like to buy
Koutons?

33%

SHOPPING MALL

67% KOUTONS
FRANCHISE

FACTORY OUTLET

OTHERS
Do you think, price influences your decisions
of purchasing your favorite brand?

33%

YES
NO

67%
Where do you see Koutons with respect to
other comparable brands?
9

8
7 7
7 ALLEN COOPER

6 COTTON
COUNTY
5
4 CANTABIL
4
3 3 CHARLIE
3 OUTLAW
2 2 2
2 OTHERS

0
VERY GOOD GOOD AVERAGE BELOW AVERAGE
 What do you think overall about
Koutons Service?

KOUTONS SERVICE

7% CORDIAL

GOOD

47%
CAN BE BETTER

POOR
47%
 OBSERVATION
CASE 1
 TWO COUPLE

1>The first couple entered the showroom and went to the jeans section and tried few jeans for
near about 15 minutes and they left.

2>The second couple entered the showroom and they asked for a round neck T-shirt and the
salesperson replied they don’t have stock and they directly walked away.

Case 2

 A HUSBAND AND WIFE

They were predetermined for purchase. They entered the showroom and the husband took trial
of different T-shirts of different color and finally purchased a blue coloured T-shirt and walked
away.
 CONTINUED
CASE 3
 TWO GIRLS
They were predetermined to purchase. After entering into the shop they straight went
to the gent’s shirt segment and after a few look at the shirt they moved on to the T-
shirt’s segment and finally purchased a check T-shirt and walked away.

CASE 4
 TWO BOYS
They came to the showroom and went directly to the jeans segment and one of those
two boys took close look of different jeans of different styles and finally purchased a
simple denim color jeans and walked away.
 Interview Questions

Is budget a constraint for you at the time of shopping?

 Limitations of the project

 Low sample size and it does not represent the whole

market
 Respondents were not interested to answer and it may
lead to error in data collection
Time limitation
geographical limitation
 Conclusion:
The customers who buy Koutons products they are
more or less happy

People mainly buy to get discounts.

 Some people buy Koutons products to get taste of

shopping of branded products at a low price
 Some people visit just to kill their time
 SUGGETION’S AND
RECOMMENDATION’S
Koutons may launch product’s for premium class of people
also.

Koutons may maximize it’s product variety.

Koutons may advertise about it’s product more in

television’s
THANK

YOU