KOUTONS2.pptx

7/28/2019 KOUTONS2.pptx

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IMPACT OF HEAVYDISCOUNTS ON CONSUMERBUYING BEHAVIOUR WITH

REFERENCE TO KOUTONS

PREPARED BY:-PANKAJ PREET SINGHHARKAMALDEEP SINGHTALWINDER SINGHHARJIT SINGHRAJ SINGH


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IMPACT OF HEAVY DISCOUNTSON CONSUMER BUYING

BEHAVIOUR WITH REFERENCE

TO KOUTONS

Koutons Retail India Ltd.

The Company was incorporated on November 25, 1994 under the Companies

Act, 1956 as Charlie Creations Private Limited. The name of the Company was

changed to Koutons Retail India Private Limited with effect from February 7,

2006. The Company was converted into a public limited company and its name

was changed to Koutons Retail India Limited with effect from June 27, 2006.

Agreement to acquire the partnership firm M/s Charlie Creations


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Objectives of the Research

To understand the general buying behavior of Koutons retail

consumers

To understand the perception of consumers about the heavy discounts

offered by Koutons Store

To check the impact of heavy discounts on final decision making of

Koutons consumers.

To study the brand preference of customer due to heavy discount

promotion.


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Research design is an arrangement of condition for aims to combine

relevance to the research purpose with economy in procedure.

It is a strategy for a study and the plan by which the research is to be

carried out. Research design for this project is EXPLORATORY in

nature.


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a) DATA COLLECTION TECHNIQUESData collection has been carried out with the help of

questionnaire.

b) DATA SOURCEBoth primary and secondary sources are used for collecting

the data.

SAMPLE SIZEThe sample size for the study is 50 respondents


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NAME__________________ OCCUPATION __________________

AGE ____________________ CONTACT NUMBER________________

Q1. Which apparel brand you like?

A. Kotouns B. Cotton County

C. Cottleaf D. If Others Specify__________

Q2. How frequently do you go for shopping?

A. Twice in a week B. Once in a week.

C. Once in fifteen days D. If Others Specify

Q3. How do you usually buy the product?

A. according to need B. on friends advice

C. Decide on shopping floor D. If others, specify _________


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Q4. Does a promotion in the store help you in taking buying decision?

Very helpful helpful Neutral some what helpful not at all helpful

Q5. What is your agreement level about heavy discount in the store that it effects your

buying decision?

Strongly agree agree Neutral disagree strongly disagree

Q6. Please rank according to your opinion, which will influence your buying decisionwhen you are stand inside KOUTONS store? (Rank must be from 1 to 4)

Brand name

Most visible product

Lowest Price/discounts

Salespersons advice

Q7. Which type of promotion at the retail store catches your attention?

A. That gives attractive visuals of the product

B. One which uses benefit giving slogans.

C. One which gives lot of information about (Product, Price, Company etc)

D. If others, specify ________________


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Q8. Do you make immediate purchases by looking on attractive promotions inside the

retail store?

Always Frequently Neutral Sometimes Not at all

Q9.Whenever you see discounts promotions in Koutons store,what is your response

towards purchasing?

A. Buy additional productB. Buy only expected productC. Only get the information about discountD.No purchase at a time

Q10.In future if u want to buy any apparels,will you buy Koutons apparels?

A.Yes,ofcourseB. May beC.No, not at allD. cant say

Date:-______________ Signature:______________


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Company name No. of respondents

Kotouns 50

Cotton county 0

Cottleaf 0

Any other 0

Q.1 The customer preferences and liking about branded apparel:-

0

10

20

30

40

50

no. of respondants

kotuons

cotton county

cottleaf

any other

AnalysisFrom the above table of the data containing the data of 50 respondents

surveyed. All 50 like kotouns as survey is done in the Koutons outlets.

Interpretation

It depicts the general buying behaviour of the respondent i.e. all respondents

prefer Koutons apparels. As we overlook on other brand apparels.


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Options No. of respondents

Twice in a week 4

Once in a week 13

Once in fifteen days 27

If Others Specify 6

Q2. Within a month, how many days the respondent go for shopping:-

Analysis

54% of respondents say they buy their apparels once in fifteen days followed by 26% people

who buy once in a week than come 12%people who take more time to buy from the options

above mention and only 8% of respondents buy apparels twice in a week.

Interpretation

It depicts the general buying behavior of respondents.


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According to need 30

On friends advice 7

decide on shopping floor 11

if any other 2

Q3. Customers perception for buying the require apparels:

Analysis60% of respondents buy the product only according to the need followed by 22% who decides

on shopping floor than comes 14%respondents who buy apparels on their friends advice only

4% of respondents give other reasons like.

Interpretation

This graph clearly shows the force which derives them to store it will be handy information for

drafting promotion strategies inside the store.


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Very helpful (+2) 9

helpful(+1) 19

Neutral(0) 9Somewhat helpful(-1) 9

Not at all helpful (-2) 4

Q4.Effect of promotion in the store on customers buying decision:

OPTIONS No of respondent Satisfaction level

Very helpful (+2) 9 9*2=18

Helpful (+1) 19 19* 1=19

Neutral (0) 9 9*0=0

Somewhat helpful (-1) 9 9*(-1)= -9

Not at all helpful (-2) 4 4*(-2)= -8

=18+19+0-9-8/50=0.40

Analysis

Representation of satisfaction level regarding heavy discounts promotion in stores


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Q5. Agreement level of customer about heavy discount promotions in the store:

Analysis

Representation of satisfaction level regarding heavy discounts promotion in stores

Options

No. of

respondents

Strongly agree (+2)

12

Agree (+1)

15

Neutral(0)

15

Disagree(-1)

4

Strongly disagree (-2)

4

OPTIONS No of respondent Agreement level

Strongly agree (+2) 12 12*2= 24

Agree (+1) 15 15*1= 15

Neutral (0) 15 15*0= 0

Disagree (-1) 4 4*(-1)= -4

Strongly disagree (-2) 4 4*(-2)= -8

=24+15+0-4-8/50= 0.54


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Q6. Rank the Factors that influence customer buying decision inside KOUTONS store?

(Rank must be from 1 to 4):

Analysis

The above table and graph clearly shows that weighted mean is high for the brand name

closely followed by lowest price and discounts and most visible product in the store. Sales

persons advice is least important according to respondents.

Factors Rank 1(4) Rank2(3) Rank 3(2) Rank 4(1) Weighted mean

Brand name 25

25*4=100

5

5*3= 15

6

6*2=12

14

14*1=14

100+15+12+14/50=

2.82

Most visible product 13

13*4=52

15

15*3=45

14

14*2=28

8

8*1=8

52+45+28+8+/50=

2.66

Lowest Price/

discounts

10

10*4=40

19

19*3=57

11

11*2=22

10

10*2=20

40+57+22+20/50=

2.78

Salespersons advice. 2

2*4=8

11

11*3=33

19

19*3=57

18

18*1=18

8+33+57+18/50=

2.32


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Q7. Catching the attention of customers by various types of promotions inside the store:

AnalysisFrom the above table of the data containing the data of 50 respondents 28% people refer

to promotions that have attractive visuals as most attention catching. While 20% refer to

promotion with benefit giving slogans as most attractive. But 46%f respondents find

promotions with information about product, company, price as more attractive

promotion While 6% specified other type promotions as more attractive

Promotion No. of respondents

One which gives attractive visuals of the

product

14

One which uses benefit giving slogans 10

One which gives lot of information about

(Product, Price, Company etc)

23

If others, specify 3


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Q8. Customers response on Quickly purchase of apparels by looking on attractive

promotions inside the store:

AnalysisRepresentation of immediate purchases based on Heavy Discount


Always (+2) 6

frequently (+1) 18Neutral(0) 9

Sometimes (-1) 15

Not at all (-2) 2

OPTIONS No of respondent Response

Always (+2) 6 6*2= 12

Frequently (+1) 18 18*1= 18

Neutral (0) 9 9*0= 0

Sometimes (-1) 15 15*(-1)= -15

Not at all (-2) 2 2*(-2)= -4

=12+18+0-15-4/50= 0.22


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Q9. Customers response toward purchasing by looking at discount promotions in the store:

Analysis

From the above table of the data containing the data of 50 respondents

surveyed most of the samples 50% buy additional product i.e. more than

expected purchase, 20% buy only expected product,18% get only information

of the discount and 12% do not buy product at a time.

Occupation No. of respondents

Buy additional product 25

Buy only expected product 10

Only get the information about discount 9

No purchase at a time 6


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Q10. Repurchase of Koutons apparels by customers in near future:

AnalysisFrom the above table of the data containing the data of 50 respondents surveyed it is

clear that consumers will re purchase the Koutons apparels i.e.44%, 30% customers may

be sure that they will buy the product while 18% are not going to buy Koutons apparels

again may be due to certain factors. 8% cant say whethertheyll buy KOUTONS apparels

or not.


Yes,ofcourse 22

May be 15

No,not at all 9

Cant say 4


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Some of the major findings of this research are:-

54% People visit Koutons store atleast once in fifteen days and buy the apparels.

38% People only retain heavy discount promotions as they lend them a helping

hand while taking a purchase decision inside the store.

46% of the respondent want lot of information about prices , products before

purchasing.

Majority of respondents visit these outlets only when there is any need of product

i.e.60%.

50% People will buy additional product only when there is any heavy discount

promotion in the store.36% people frequently buy or immediate purchase of the apparels by looking on

attractive promotions inside the store.


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The following are the suggestions to Koutons outlets for making Heavy

Discount promotions more effective:

Use slogans which pat the consumer decision for selecting Koutons as their

apparel brand as now a days peoples are more inclined towards good brand image

as it develops sense of security among present consumers and also help a company

to retain them.

Use Heavy Discount promotions in a way that it creates a need to buy a particular

product like pictures showing high quality, celebrity endorsement. So, that it derive

people towards purchasing.

Heavy Discount in Koutons store is in such a way that it attract youth as majority of

the respondents belongs to student class like multi colored and trendy displays

rather than bright and dull shades.

A proper danglers and display fixtures should their so that each and every piece of

cloth is visible as our research clearly shows that respondents are attracted by most

visible product in the store.


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Heavy Discount Advertisement have more impact on attracting the consumers.

Brand name is the influencing factor of buying decision. Lot of information about

prices, product, company helps in catching the attention of customers. There is

frequently purchase of Koutons apparels when customers look at heavy discount

promotions inside the store. There is additional purchase of Koutons apparels

rather than expected product after looking at promotions inside the Koutons outlet.

Customer may buy same Koutons brand apparel, if they want to buy in near

future.i.e.44%


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KOUTONS2.pptx

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