CONSUMER BEHAVIORCONSUMER BEHAVIOR

OBJECTIVE

• To observe consumer behavior, with the

help of demographics and psychographics

analysis.

• Understanding behavioral patterns of

consumers through this research

• 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

• Blending indigenous craft techniques with

contemporary designs to bring aesthetic

products to today’s consumers

CORE

VALUES

FABINDIA

• Survey questionnaires

• Defining sample:

Respondents majorly from Pune, few

from Mumbai and Spain

DATA

COLLECTION

TOOLS

• 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

OBSERVATIONS

• 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

OBSERVATIONS

• 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

OBSERVATIONS

• Westside

• W

• Sabhyata

• Khadder

• Shopper’s Stop

• Panataloons

• Globus

COMPETITORS

Organized Retail: Stores like Shopper’s Stop, 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

STRENGTHS

COMPETITORS

1. Product diversity lacking

2. Stock as per running trends and serve to fads-

inconsistency 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

WEAKNESSES

COMPETITORS

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 foreigngovernments facilitatingpermanent trade of national handicrafts.

Weaknesses:-

1.Ambience-non-attractive to modern day shoppers are fed on the excellent ambiences of theretail formats.

2. Standardization defeats customization hands-down.

COMPETITORS

Designer Boutiques

Strengths:-

1. Product

customization

facilities-extremely

high

2. Highest level of

customer intimacy-

Relationship

marketing

Weaknesses:-

1. Exorbitant prices-not

meant for masses

2. Not a robust supply

chain- not meant to be

a pan- India operation

COMPETITORS

• 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

FAB

INDIA

Strenghts

W

O

T

• ‡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

FAB

INDIA

S

Weaknesses

O

T

•‡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

‡

FAB

INDIA

S

W

Opportunities

T

•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

FAB

INDIA

S

W

O

Threats

• More focus on advertising

• Offers, sales offers, discount coupons

• Loyalty based schemes

• Better trained service personnel (including better communication skills)

SUGGESTIONS

• 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

HIGHLIGHTS

• 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.

HIGHLIGHTS

QUESTION

SAMPLES

0

1

2

3

4

5

6

7

8

No Yes

Is this your first visit to Fab India?

20 - 25

26 - 30

Above 31

012345678

400-1000 1000-1600 1600-3000 3000 andabove

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

Female

Male

QUESTION

SAMPLES

23

45

Female

Male0

1

2

3

4

5

6

7

8

9

Rate your experience at fabindia in terms of your satisfaction level for the following : Service provided by sales staff (Home furnishing & décor)

Female

Male

QUESTION

SAMPLES

23

45

20 - 25

26 - 30

Above 31

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

Rate your experience at fabindia in terms of your satisfaction level for the following : Products range/variety (Jewelry and Accessories)

20 - 25

26 - 30

Above 31

QUESTION

SAMPLES

0

1

2

3

4

5

6

7

8

9

2 3 4 5

Rate your experience at fabindia in terms of your satisfaction level for the following : Price range offered (Home furnishing & décor)

Female

Male

QUESTION

SAMPLES

THE

VISIT

THE

TEAM

POOJA UDAIKUMARSNIGDHA KAPOORSWATHI RAVICHANDRANSYED HYDER