@home

-Khushboo Goel
From: IIPM(Mumbai)
Customer Research.

Reporting To : Mr. S.Ray

Marketing Manager
“Study of various factors affecting
the purchase of furniture for
household.”
 Project details
1. Ultimate decision maker
2. Influence of other family members
3. Other factors affecting the purchase
decision
4. Stand Alone stores / Store in a mall,
better option as per Mumbai's market
and all over India
5. In depth analysis of positioning of stores
DATA CAPTURED
CUSTOMER PERSONAL DATA
 Research details

• No of people
interviewed: 60
• Married: 48
• With Kids: 36
• Single: 12
 Age group of the couples
number of couples
16 15
14
14

12
10
109

0
20-30 30-40 40-50 50- above
 Age group for kids

• no children 7
• below 10 6
• 11 to 15 8
• 16 to 20 11
• 21 to 25 13
• above 25 10
 13%
22%

Salary

< 20 K
20 K - 40 K
40 K - 60 K
28% 60 K <

37%
VACATION DETAILS
25
vacation budget

20

15

10
21
12 15
9
5

0
20K and below 20K - 40K 40K - 60K 60K and above
 Vacation taken

no of customer

once a year 14

no of customer
once a month 26

once in 15days 20

0 5 10 15 20 25 30
 Who decides location for vacation?
24
25

20 19

15 16

10

5 5

0
Male
Female
Both
Kids(influencer)
 Consumer Details

• Salary Range : 30,000 to 50,000

• Saving’s Rate: approx. 30% - 40%
• Vacation budget: 25,000 – 75,000
 Purpose for buying
35

30 32

25 26

20

15

12
10
7
6
5

0
Personal use
(single) Planning
wedding After wedding
Furnishing the
new house Renovating to
Influencer for buying furniture
Husband OR Wife…! decision maker ???
 Men take the final decision.
Women are the leading influencer for
the final decision.
35 34

30

25
24
20
19
15 14

10

9
5
4

0
Furniture
Nic nac

Male Female Both

Decision maker at household (interior)
-

23

17

Male Female Both

Decision maker at household (vacation)
24
25

20 19

15 16

10

5 5

0
Male
Female
Both
Kids(influencer)
 Parameters

• Destination

• Duration

• Financial budget

• Planning
 Selection of School

100% 30%
90% 55%
80%
70%
60%
50% 70%
40% 45%
30%
20%
10%
0%
education board financial budget

female male
 Other influencers (children)
.

Yes
44%
No
56%
Max.Children
under age
group of
16-25
 Other influencers

Children of age group 1-15

Age group 16 – 25
The elders of the family.
Interior planning result.
Affordability
Quality of the product
Parking space
Accessability
Location of the store
STAND ALONE STORES
OR
LIFESTYLE STORES

Which is better???
 Mall / Stand alone

Living in Mumbai.
All in one.
@home stores.
 Benefits
Lifestyle stores Stand alone stores
• High walk-in. • High convertibility.
• No extra effort for • Cheaper rentals/
marketing. lease.
• Brand visibility to • Freedom to work.
masses. • Less answerability.
• Cost efficient.
 Stores all over India

• South
• West
• North
 Stores in Mumbai

• Vashi
• Ghatkopar
• Mulund
• Andheri
 Make a choice.
Lifestyle store or stand alone store
Mr.Thomas ,OM - Stand alone store
Mr.Chettan, RM - Stand alone store
Mr.Kapoor, SM Vashi - Lifestyle store
Mr.Tarun, ASM Vashi - Lifestyle store
Mr.Shushavan, SM Andheri- Lifestyle store
Mr.Yasin, ASM Andheri - Lifestyle store
Mr.Arun, SM Mulund - Lifestyle store
Mr.Ciril, ASM Ghatkopar- Lifestyle store
 Most important
• As per my experience at the stores in Mumbai.
• Example-
– Store at “Crystal point” , Andheri store is 7100 sq feet, store
has a poor walk, the mall doesn’t have anything apart from a
‘true fitness gym’ and ‘Star Bazaar’.
– Store at “R city mall” , Ghatkopar is 14000 sq feet, excellent
walk-in, and all kind of branded shops are present in the
malls.
• The differentiating point here is, Andheri in spite of
having only sq feet to function with it’s business volume
is almost in equal to any store in mumbai.
• Andheri store is strategically and ideally located.
CONCLUSION
 Men take the final decision.
Women are the leading influencer for the
final decision.

Children above the age of ’16’ play an

important role in furniture buying.

Stand alone store or Store in a Mall, the

suitability depends on region or city in which the
store is being set up.
RECOMMENDATION
Enhancement of @home‘s Brand image and Brand
recall value.

Aggressive Advertisement.

Store should be launched at a location where we have

our target customer/ audience or at the prime location.

In Mumbai, it is recommended that our store must be

located in a mall which cater to middle class and upper
middle class.
THANK YOU…