CONSUMER

BEHAVIOU
R
Aankho Dekhi
Group 6
Store and Website Details
Offline Store
 Rectangular store layout
 Well lit store with different shades of yellow
 Store is equipped with mirrors, tables and CCTV cameras
 Glasses are housed in see through glass cupboards in middle and
walls of the store
 Advertisements and promotions is done using televisions and
pamphlets
 4-5 store personals are present in the store to assist customers
 Soothing music in the background also adds to the ambience

Website and App

 One stop destination for all the offerings
 Integrated augmented reality experience
 Promotional activities
 Integrated flexible payment options
 Online home delivery
 Video testimonials
 Adequately educate consumers through guides and blogs
 CDM Process
Need Recognition Utilitarian/ Intrumental, Essential, Necessary, Functional

Involvement Moderate to High

Active search, High pre purchase research, Extensive primary and

Information Search secondary research

Mostly external and limited internal influences, low social media and
Influence family/peer influence, moderate to high influence of discounts and offers

Online/offline alternatives(GKB opticals, Coolwinks, specsmaker,

Alternatives Titan Eyeplus etc),marketplaces( Amazon, flipkart, paytm mall etc)

Utilitarian/Intrumental, Essential, Necessary, Functional

Decision Rules

Non compensatory decision making, lexicographic, Planned purchase

Purchase Behavior

Consumption and post Research online, Inclination towards online Purchase, Prefer
purchase physical touch and feel
 Sample Profile of Respondents
S. No. Demographics Respondents
The average age of the respondents is
1. Age
24 years.
All the respondents have nuclear
2. Family Size families with average of 4-5 members
in their family.
Most of the respondents are
3. Language comfortable in Hindi and English.
Some of them also know regional
language.
The group consists of a mix of
4. Education Level graduates and some pursuing higher
education.
The respondents are a mix of IT
5. Occupation working professionals and students
pursuing their post-graduation.
6. Location Most of the respondents are from tier I
or tier II cities.
 External Influences
Social Media Habits Culture Subculture
• Active user of social media
• Major reason for being on • Economy class is most
social media was to keep • Underlying norms and important factor which
themselves updated to the conventions present influences purchasing
latest ongoings and connect • No influence on purchasing behavior
with friends behaviors • Caste, Religion doesn’t
• Purchasing behavior is influence purchasing behavior
influenced by the social media

Reference category
Social Class Family Structure group Brand
• Diverse group of friends varies Ambassador
• Nuclear Family
in terms of age and profession • Users with similar
• For common purchases,
• Only half of the respondent identification influence
Family Decision making
influenced by friends' • Only half of the respondent
involved
suggestion influenced by the brand
• For personal purchase,
• Social work doesn’t influence ambassador other look value
Negligible family decision
purchasing decision from friends
making involved
 Internal Influences
Needs: Sense of validation, Element of surprise

Involvement: Website and App involvement - Medium, On store involvement -

High

Personality: Ambivert, Openness to new experience

Emotion: Rationale purchase over Impulse purchase

Self Concept: Value for money deal

Loyalty: Loyal to the brand (lenskart)

 Retail Strategies
• Lenskart has the
opportunity to diversify
itself and establish itself
not only as online retailer
of eyewear but also as
platform for vision
corrections and
telemedicine consultations
• This will help to penetrate
rural India where doctors
are less in numbers
• Expand to Tier 2 and Tier 3
cities and educate
customers about the
flexibility of online
purchase of glasses
• Also cater to B2B clients
• Create a presence in north-
eastern states which has a
huge population of young
millennials
• Create an online Lenskart
Community
• Engage prospective
customers through various
channels and open forums
• Create an ecosystem of
consumers who can discuss
latest trends, preferences,
technology and enhance
brand loyalty
 Promotion Strategy
• Build a communication
• Stories of people sharing potraing the use of
their experiences have technology(AI/virtual
stories of people from reality) to serve customers
different age groups, • Build a more user friendly
religion, caste, color, and robust platform to
sexual preference etc. increase customer
experience
• Collaborate with influencers
• Celebrity endorsements to
reach out to mass
customers
• Provide deep discounts,
combo deals, loyalty
programs, eye-check up at
home, prescription glasses
sale facility
Factors considered for Marketing Strategy

Analytical
Needs Social class Advertisement

Openness to Social
Involvement acceptance
Experience

Post Purchase Consumption

Dynamic users
Evaluation subculture

IMPACT OF EXTERNAL IMPACT OF INTERNAL

IMPACT OF CBD INFLUENCES
INFLUENCES
THANK YOU