A Study of the factors influencing the Retail Experience of the BrandJealous 21

Presented By Pooja S

SYNOPSIS
Company Overview Significance of the Topic Objectives Methodology of Research Data Analysis- Important Graphs Summary Statistical computations- Averages, Correlation & Regression ‡ Findings ‡ Recommendations ‡ Conclusion ‡ ‡ ‡ ‡ ‡ ‡ ‡

COMPANY OVERVIEW
‡ JEALOUS 21 is one of the famous Brand Names under Indus-League, a new generation lifestyle brand marketing company. It is part of India s biggest Retail giant, Future Group (Pantaloons). ‡ Jealous 21 is a brand of Casual, Stylish & Trendy Clothing. Jealous 21 is the first brand in India to be known for their Hip Fit jeans- that ensures every woman the perfect fit.

SIGNIFICANCE OF THE TOPIC Retail Experience
‡ Even with all the money spent in managing the communications around a brand, so much of a consumer s sense of a brand comes through the brand experience. ‡ In today s experience economy, a comprehension of the importance customers in general attribute to tangible (material) and intangible (atmospheric) design elements has become significant. ‡ Thinking about how retailers and designers can understand what appeals functionally and emotionally to customers, highlights concepts of customer experience and experience economy . ‡ In today s world, such experiences are the ones that keep a brand going and growing by differentiating it from all the other brands in the market.

Window Display Parking Ambience

Billing Procedures

Background Music

Other Customers

Dimensions of Retail Experience
Colour Scheme

Staff

Trial Room

Offers & Promotions Choice & Variety of Merchandise

Store Layout

OBJECTIVES
1 2 3 4 5 6 7
To understand the various dimensions of Retail Experience To study about customer preferences and experience of shopping.

To understand the impact of various retail aspects and their effect on shopping experience To learn about the impact of the retail experience on a brand

To understand the customer s expectation from retail service provider

To find out the consumer mapping of Jealous in comparison with competitors like Levis, Lee, Wrangler, Calvin Klein, Diesel etc.... Learn about youth (girls) consumer buying behaviour

RESEARCH DESIGN
Causal research seeks to find cause and effect relationships between variables. Descriptive Research Design was used to express all variables in terms of numbers.

Y= a+bx
Where Y= Impact on Brand Jealous 21 a= constant X= various dimensions of Retail Experience b= co-efficient of x

METHODS OF DATA COLLECTION

Sample Size
Universe
The research work was accomplished in only the Exclusive Brand outlets of Jealous 21 in Bangalore City only. Sample size was 200 respondents. Girls between the age group of 15 and 28 were approached for the surveys. Interviews were also conducted with store managers and staff

Sample Design
Simple Random Sampling Convenience Sampling

STATISTICAL TOOLS

Questionnaire Ranking Dimensions
Rank Impact of Retail Dimensions on Shopping, Perception 1 2 3 4 5 = = = = = No, Not at all Doesn t make a difference Yes to some extent Yes to a large extent Definitely, without doubt = = = = = in the General Ranking of Jealous 21 on various

aspects Kinda Ok Ok Hmmm, Not Bad Pretty Cool Damn Neat Superb

Ambience
The general perception of customers think Ambience effects Shopping experience to a large extent. (Rank 4) However, Jealous 21 scores high on Rank 3 (Pretty Cool) and lags behind the general expectation of customers.

Staff Experience
The general perception of customers think Staff Experience effects Shopping experience to a large extent. (Rank 4) However, Jealous 21 scores high on Rank 3 (Pretty Cool) and lags behind the general expectation of customers.

Colour & Lighting
The general perception of customers is that the colour & lighting in the showroom has an effect on their Shopping Experience to some extent (Rank 3). Jealous 21 also scores highest on Rank 3 However, the average ranking is a bit lower than the customer expectations.

Trial Room Experience
The Trial Room experience of customers at Jealous 21 exceeds the general perception by an astounding percentage. Jealous 21 scores Rank 4 while the general importance given to trial room experience is only Rank 3

Billing Procedure
The billing experience of customers at Jealous 21 scored Rank 3. It however overshot the general perception by 4.5%.

Parking

The Parking facilities at Jealous 21 stores is not good and scored Rank 1, whereas the general perception is Rank 3. However, the Cosmos Mall outlet scores highest on Parking and Brigade Road outlet, the least.

Summary

Summary
Opinion about Jealous 21 Superb- Rank 5 Damn Neat- Rank 4 Pretty Cool- Rank 3 Factor Influencing Retail Experience Colour & Lighting Trial Room, Offers & Promotions Ambience, Window display, Background Music, Billing Procedure

Hmmm, Not Bad- Rank 2 Kinda Ok- Rank 1

Staff & Other Customers Parking

Overall Ranking

Jealous 21 scores an overall Rank of 3, i.e. Pretty cool in terms of the target customers, who are youth girls. 18.5% have ranked Jealous 21 as Pretty Cool(Rank 3), 11.5% as Superb(Rank 5), 10% as Damn Neat(Rank 4), 5.5% as Kinda Ok(Rank 1) and 4.5% as Not Bad(Rank 2).

The average ranking of Jealous 21 on various retail aspects is lower than the General Perception in most cases except with the customer profile of the stores. Even the Trial Room, Colour & lighting & Billing Procedures are almost at par with the general perception.

The Staff, Choice & Variety, and Parking facilities have higher correlation with the overall ranking of Jealous 21. This means that there is a strong relationship between the either variable with Overall ranking. However for factors such as Billing procedures and Other customers, there is a weak relationship with the overall ranking.

Regression
‡ Equation for Staff and Overall Ranking
Overall Rank= (0.66) x Staff Ranking+1.43
y a Overall Rank Constant 2.09 2.75 3.41 4.07 4.74 b1 Beta/Coefficient of x 1.43 1.43 1.43 1.43 1.43 0.66 0.66 0.66 0.66 0.66 x1 Staff 1 2 3 4 5

‡ Equation for Ambience and Overall Ranking
Overall Rank= (0.38) x Ambience Ranking +2.34
y a Overall Rank Constant 2.72 3.09 3.47 3.85 4.22 b1 Beta/Coefficient of x 2.34 2.34 2.34 2.34 2.34 0.38 0.38 0.38 0.38 0.38 x1 Ambience 1 2 3 4 5

FINDINGS