CONSUMER BEHAVIOR

O B J E C T I V E

‡ To observe consumer behavior, with the help of demographics and psychographics analysis.

‡ Understanding behavioral patterns of consumers through this research

C O F R A E V A L U E S

‡ Believes that there is a need for a vehicle for marketing the vast and diverse craft traditions of India and thereby help fulfill the need to provide and sustain employment

B I N D I A

‡ Blending indigenous craft techniques with contemporary designs to bring aesthetic products to today·s consumers

DATA C O L L E C T I O N TOOLS

‡ Survey questionnaires

‡ Defining sample: Respondents majorly from Pune, few from Mumbai and Spain

O B S E R V A T I O N S

‡ Out of total 25 people, 16 people shop at least once in two months

‡ Out of 16 people, 6 shop for more than once in a month

‡ Three people shop once in 6 months

‡ 9 people shop once in a year

O B S E R V A T I O N S

‡ 64% of people shopping at least once in two months from the sample reveal that shopping for apparels is showing increasing trend

‡ Need based shopping is on the increase

‡ Formal and traditional attires are giving way to casual clothing

‡ Fabindia quite popular with the sample as a whole

O B S E R V A T I O N S

‡ Disposable income, an important factor:
Out of 25 - 8 consumers spend 400-1000 in every visit and - 9 spend 1000-1600 in every visit

‡ On a scale of 1 to 5, fabindia scored a 4 or 5 by 17 people out of 20 on an average

C O M P E T I T O R S

‡ Westside ‡ W ‡ Sabhyata ‡ Khadder ‡ Shopper·s Stop ‡ Panataloons ‡ Globus

C O M P E T I T O R S

Organized Retail: Stores like Shopper·s Stop,
S T R E N G T H S
Pantaloons, Globus,etc
1. Strong Pan-India presence and awareness 2. Man-power expertise 3. Competitive Pricing 4. Robust supply chains and short product development life cycles 5. High marketing communications spend 6. Quality consciousness and adherence to standards

C O M P E T I T O R S

W E A K N E S S E S

1. Product diversity lacking

2. Stock as per running trends and serve to fadsinconsistency towards churning out quality offerings in hand crafts

3. Authenticity of handcrafts-No craftsmark present to validate the crafts as against the Fabindia offerings which have the same imprinted on them

C O M P E T I T O R S

Government Initiatives: Cottage Industries
Emporium, Khadi Gram Udyog, State Government Department Strengths:1. Source of finances is fixed and subsidies boost these initiatives over time 2. Tie-ups with foreign governments facilitating permanent trade of national handicrafts. Weaknesses:1.Ambience-non-attractive to modern day shoppers are fed on the excellent ambiences of the retail formats. 2. Standardization defeats customization hands-down.

C O M P E T I T O R S

Designer Boutiques
Strengths:1. Product customization facilities-extremely high 2. Highest level of customer intimacyRelationship marketing Weaknesses:1. Exorbitant prices-not meant for masses 2. Not a robust supply chain- not meant to be a pan- India operation

F A Strenghts B W I N O D I T A

‡ Quintessential Indianness in fabric through the years ‡ Popular for authenticity of hand-woven fabric ‡ ‡ Sourcing system from rural India Sustainable employment opportunities to rural skilled poor ‡ Focus on customer retention instead of generation ‡ Large chunk of buyers are repeat purchasers

F A S B Weaknesses I N O D I T A

‡

Insignificant spend on marketing communications

‡ Losing out on attracting new customers instead of depending only on repeat purchase ‡ Brand perception: caters to the premium category ‡ Price range ‡ Service provided by staff personnel

F A S B W I N Opportunities D I T A

‡ Latent potential of organic foods market ‡Leveraging changing consumer tastes & perceptions ‡Awareness generation of merit in these foods ‡Use of Fabindia home furnishings in modular flats of buildings ‡ If consumer buys this flat or any other, and is impressed, will use Fabindia furnishings ‡ Interactive website for designing as per individual requirements , hence customization level is high

F A S B W I N O D I Threats A

‡Entry of organized brands and companies into retail ‡Tilt of Indian consumers towards foreign brands ‡Foreign brands alter lifestyle choices of the target market ‡Imported or designer home furnishings have greater flaunt value vis-à-vis fabindia ‡Souvenir shops providing indigenous products at lower prices

S U G G E S T I O N S

‡ More focus on advertising ‡ Offers, sales offers, discount coupons ‡ Loyalty based schemes ‡ Better trained service personnel (including better communication skills)

H I G H L I G H T S

‡ Demographics: middle class and upper middle class, middle aged individuals dominated by women

‡ General attitude towards the brand: positive

‡ Service: service personnel clashed inconsistently with the store look and feel and brand identity

‡ Came across repeat customers and brand loyalists

H I G H L I G H T S

‡ Ambience: a. airy, open and inviting b. harmonious and earthy, designed to appeal to the senses ‡ Personal care and organic products were more impulsive purchases in nature, being positioned near the cash counter at the exit point of the store.

Is this your first visit to Fab India?

Q U E S T I O N

S A M P L E S

8 7 6 5 4 3 2 1 0 No Yes 20 - 25 26 - 30 Above 31

How much do you spend generally spend on clothes in Fabindia?

Q U E S T I O N

S A M P L E S

8 7 6 5 4 3 2 1 0 400-1000 1000-1600 1600-3000 3000 and above

Female Male

Rate your experience at fabindia in term s of your satisfaction level for the follow ing : Service provided by sales staff (Hom e furnishing & décor)

Q U E S T I O N

S A M P L E S

9 8 7 6 5 4 3 2 1 0 2 3 4 5 Male Female Female Male

Rate your experience at fabindia in term s of your s atisfaction level for the follow ing : Products range/variety (Jew elry and Accessories)

Q U E S T I O N

S A M P L E S

5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 2 3 4 5 Above 31 26 - 30 20 - 25 20 - 25 26 - 30 Above 31

Rate your experience at fabindia in term s of your satisfaction level for the follow ing : Price range offered (Hom e furnishing & décor)

Q U E S T I O N

S A M P L E S

9 8 7 6 5 Female 4 3 2 1 0 2 3 4 5 Male

T H E V I S I T

T H E T E A M

POOJA UDAIKUMAR SNIGDHA KAPOOR SWATHI RAVICHANDRAN SYED HYDER

Sign up to vote on this title
UsefulNot useful