Market Research

Submitted by

Topics covered
Background
Objective
Research Gap
Methodology
Analysis
Findings
Suggestions
Limitations
References

Background
The fashion product life cycle is also becoming shorter
Bogged down by the economic slowdown and high
inflation, Indian consumers are not willing to spend
unless there are discounts or a sale season.
Apparel retailers adopt the technique of EOSS
EOSS is a stock clearance sale offered by the apparel
retailers before start of the next apparel selling season.

Objective
To study the consumer
buying behavior
during End of Season
Sale(EOSS)

Promotion

Product

Place

Price

Preference

Analysis

 There have been comprehensive

studies on consumer behavior during
sale in India in general.
Not primarily focusing on the
population of Mumbai independently
during EOSS.
Thus this research concentrates
extensively on studying the
population of people in Mumbai
and their buying behavior during
End of Season Sale in specific.

Research
Gap

Methodology
Research Design

Exploratory in nature

Data sources
Sampling
technique

Primary and Secondary

Sampling frame
Sampling
element
Statistical
population
Questionnaire
design

Non probabilistic convenience

Locals from Mumbai
Male and Female: Age group 1636+
100
To understand the various preferences
and Choices made by the consumer

Demographics

Promotion

Price

Place

Malls
Online
stores

Independen
t brand
stores

Departmen
tal stores

Company
website

Products

Preference

Most effective channels of

promotion
Age group 26-30

Newspap
er
social
media
SMS
E-mails
Hoarding
s
word of
mouth
Company
website

6
5
2

3
2
2

2
4
5

0
0
1

0
1
2

Thus, we can come up with a hierarchy of preference

of promotional channels by the different age groups.
Age Group

Channels of Promotion

16-20

Social media, SMS

21-25

Social media, Word of mouth

26-30

Word of mouth, Hoardings

Age group 31-35

ranks

Newspaper
social
media

31-35

SMS, Newspapers

SMS

36+

Newspapers, Hoardings

E-mails

Hoardings
word of
mouth

Company
website

To study if the Amount spent on EOSS has any relation with the type of EOSS

up to
2000
20004000
40006000
60008000
8000 &
above

Flat
50%
of

With 3*4=12 degrees of freedom

and = 0.05, the critical value of
is 21.026

Ofers
for
privileg
ed
up to Buy one custom
70% get one ers

15

11

11

28

23

35

13

7
57

1
15

0
22

1
6

9
100

Ho= Both the variables are

independent
H1= Both the variables are
dependent on each other.
By applying Chi-Square we get;
Expected Value = 21.734

Thus we reject null hypothesis

Thus we can conclude that
the amount spent by a
consumer is related to the

Findings
24% of the people plan their shopping for the
June-July EOSS.
50% of the people in the group of 5-10 lakhs annual
Income plan their shopping especially during EOSS.
Majority of the people buy casuals followed by
footwear, party wear, formals and bags, etc.
Last EOSS experience: Stock and Visual MerchandisingAverage
Store layout, customer service and payment convenienceNot Satisfactory
The amount spent on an EOSS by a consumer is dependent on
the type of EOSS

Suggestions

Middle income group should be

the primary target during this
period
Companies should go for Flat 50% off
offer during EOSS, to attain maximum
revenue
A proper marketing mix should be used by
companies so as to reach their correct target
market.
Improvement should be made in terms of
customer service, payment convenience, etc.

Limitations
Youth centric
Sample size taken is small for the study of a large
population
Lack of knowledge and expertise in the field

References
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(2010). Retrieved from www.inc.com: http://www.inc.com/encyclopedia/sales-promotion.html
(2011.). Retrieved from http://economictimes.indiatimes.com: http://economictimes.indiatimes.com/definition/sales-promotion
(2014, June 09th Monday). Retrieved from http://www.fashionunited.in: http://www.fashionunited.in/news/fashion/price-notfashion-driving-indian-consumers-to-buy-090620147150
Eide, F. L. (2015). consumer behaviour. journal of consumer behaviour.
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