Brand research Study

WOMEN BUYING BEHAVIOUR FOR LIFESTYLE PRODUCTS:

There was brand study being done in Mumbai in malls and retail outlets.

Objective: To measure Brand Perception for the lifestyle products likehandbags, clothes and accessories in purchase decision.

Respondents: SEC AB 25 +, Females only

Sample Size: 49 respondents Market: Mumbai

Research Methodology: One to one Interviews

Following were the findings

Basic perception towards lifestyle products

I want to be updated

I follow latest trend

I do not compromise with quality

Would like to own a brand which complements my personality

I like to carry fashion with comfort

I am open to try/experience new things

I seek advise from my close friends before buying

I like to spend time on tv & internet, and go for movies on weekends

I am updated on Latest Trends / Fashion(TV 23%,magazine 19%,friends 16%,digital 26%,movies 14%).

Respondents rank the following features of shopping in order of importance:

Very important important Does not matter

Price 63% 33% 4%Fabric 86% 14% 0%Style 86% 12% 2%Comfort 90% 10% 0%Brand 65% 29% 6%quality 96% 4% 0%trends 76% 18% 6%

Where they buy the following products from:

products Exclusive stores Multi brand outlet

online

handbags 49% 65% 8%clothings 45% 78% 14%shoes 63% 55% 12%

What are the factors which triggers women’s purchase decision:?

0%20%40%60% 49%31%

57%49%41%16%

PRINT RADIO TV CINEM A OOH INTERNET47% 14% 65% 45% 18% 69%

Which celebrity they follow for basic trends

Which of the following brands do you feel fit your sense of style mostclosely?

Indian, Elegant & Classic

Affluent & Classy

Young, Cute & Trendy

Simple

Comfortable

Good fit

Economical

37%

Which of the brand do you own & how would you rate them?

Classy

Unique

Sophisticated

Leather

41%

Quality

UniqueAffordable

DesignComfort

71%

Economical

Updated collecti

on

Durable

Good Utility

51%

Elegant

Attractive

collection

Unique

Ethnic

53%

Stylish

Variety Tr

endy

Simple

16%

brand own ratebiba 61% 73%baggit 45% 91%hidesign 51% 84%catwalk 82% 83%metro 47% 65%Lavie 24% 58%

Summary:

Style in budget & premium segment

Sophisticated urban consumer

Trendy fashionable ethnic wear

Stylish Footwear

Wide range of footwear collection

Trendy & Stylish Handbags

“Shopping is really complicated if you are a girl.” ― Helen Salter

Today, women segment has totally evolved from being a niche segment toa full-fledged market, which is a great opportunity in the India. Women have a more complex and detailed decision-making process while shopping. They tend to advance toward a decision in a series of stages, often looking back to an earlier stage of the process as they reconsider previous decision factors and integrate new information, seeking the Perfect Answer.

So to be successful in today’s dynamic scenario, it’s essential for a company to understand that women plays a dominant role in every purchase decision and in order to adapt to this inevitable situation, it’s essential to understand women as a consumer.

Today’s Women Personality

They are shopping freaks, and an extravagant in nature

Health conscious, generally work out, and follow healthydiet.

Well groomed, conscious of personal appearance

She is out going, visits restaurants with friends & family

They are confident, fun loving and social in nature

They are updated and well informed

They are interested in genres like beauty & fashion,

Women’s Decision process

Realization

Investigation

Involvement

Acquisition

Consumption

Confirmation

Conversation

I want a new handbag

I want a new design bag

My old bag is wearing out.

That bag looks nice I want thatbag.

I want a unique design bag

I will look it up onlinefor designs

I will ask my friends.

I will do window shopping in malls

I will checkout magazines for latest trends

Is there anyoffers / sale

Has X Brandcome up withnew range

This bag will make me look classy

My bag has many compartments

This bag isfunky

This brand will be a style statement

This bag will fetch me compliments

This colourbag is in

I will compare the similar design bags of various brands

I will take my friends /colleagues with meto tell if it goes withmy lookI will compare the pricerange

I look goodwith this bag

I look classy withthis bag

This bag helps me toelevate my status symbol

It gives Finesse to my look

I am happy and contentwith the choice of bag

The bag isa total paisa vasool

This bag complimentsmy style statement

The bag fits all myitems perfectly

My friends and colleagues have asked me what brand of bag am I carrying

Have fetched complimentsfor my bag

My friends and colleagues have tried the bag on themselves

vogue

The designsare very much in vogue