Consumer Behaviour Towards Readymade Garments With Reference To ITC

CONSUMER BEHAVIOUR
WILLS LIFESTYLE
1.1 THEORETICAL BACKGROUND OF THE STUDY:
MARKETING RESEARCH
Marketing Research has wider meaning and scope. It is the

systematic gathering, recording and analyzing of data about problems
connected with the market place, i.e. problems relating to product, price,
place and promotion of the 4 P’s of the marketing mix.
The American Marketing Association defines Marketing Research

as follows:-
Marketing Research is the function which links the customer,

consumer and public to the marketer through information used to
identify and define marketing opportunities and problems; generate
refine and evaluate actions; monitor marketing performance; and
improve understanding of marketing as a process.
Marketing Research is concerned with all those factors which

have a direct impact upon the marketing of products and services. It is
the study of any part of total marketing process. In concentrates on the
study of product planning and development, pricing, policies,
effectiveness of personal selling, advertisement and sales promotion,
competition and the entire area of buyer behaviour and attitudes in
the market place.
CONSUMER BEHAVIOUR
C.B. is defined as the behaviour that consumers display in

searching for, purchasing, using, evaluating and disposing of products
and services that they expect will satisfy their needs. Consumer
behaviour comes under marketing branch.
DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE

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The study of consumer behavior dwells from various themes the

important once are discussed below: -
• Buying motive
• Buying roles
• Major factors influencing buying behavior
Working towards enhancing customer satisfaction
• The five stages in consumer buying process
The aim of marketing is to meet and satisfy target customers’

needs and wants. The field of Consumer behavior studies how
individuals, groups, and organizations select, buy, use, and dispose of
goods, services, ideas, or experiences to satisfy their needs and desires.
Understanding consumer behavior and “knowing customers” is never
simple. Customers may say one thing but do another. They may not be in
touch with their deeper motivations. They may respond to influences that
change their mind at the last minute. Marketing and environmental
stimuli enter the buyer’s consciousness. The buyer’s characteristics and
decision processes lead to certain purchase decisions. The marketer’s task
is to understand what happens in the buyer’s consciousness between the
arrival of outside stimuli and the purchase decisions. It has been aptly
said that the field of consumer behavior holds for various categories of
people such as the consumers, marketers and students of marketing.
All the firms have started considering “customer” as the “king or

queen”. Today, the market place is flooded with many new players
including the host of MNCs resulting in the availability of more number
of brands in every segment of the market. On account of this, the

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customer has started becoming choosy about what to buy. Thus, all firms
are becoming not only customer focused but are also trying to build
relationships with them. This is done by continuously updating
knowledge, information and understanding of the customer’s needs and
expectations.
Awareness that is displayed by the firms have made consumers take more
interest in their own consumption related decisions. They are keen top
gain more knowledge about taking various decisions related to products
and the promotional influences that persuade them to buy.
Marketers have woken up to the reality that they exist in a competitive

environment, and therefore have to be more customer focused. On the
one hand, the firms are facing liquidity problems, followed by a rising
rate of inflation along with increasing competition eating into their
margins and sales. On the other hand, marketers have observed that the
choice empowered customer cannot be taken for granted. This is
particularly true because of the rapid rise in the average customer’s
earnings, as well as a sharp drop in the savings rate- resulting in a huge
amount of disposable income to be spent on products and services.Having
a better understanding of consumer behaviour will help companies
become better than their competitors. They will be able to predict the way
a consumer may react to a given set of cues, and thus they will be able to
plan their marketing programs or strategies accordingly.
BUYING MOTIVES
A customer purchases a particular product or service because of a strong

inner feeling or force which instills in him a strong desire to have

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possession of the same. A buying motive can be said to be all the desires
considerations and impulses which induce a buyer to purchase a given
product. Basically, buying motives are of two kinds:
1. Product motives.
2. Patronage motives.
PRODUCT MOTIVES
The impulses, considerations, and desires that induce a person to be

positively inclined to purchase a product is called product motive. The
product is inclusive of the attributes i.e. color, size, attractive design,
package, price etc, which may be the reasons behind product motives.
Product motives can be classified on the basis of the nature of satisfaction
sought by the buyer. Based on this classification, we can have two
categories of product motives:
1. Emotional product motives.

2. Rational product motives.
Emotional product motives: Emotional product motives are those
impulses which persuade a customer to purchase a product spontaneously
without giving prior thought to the consequences of the action or
decision. Evaluation of the pros and cons of the decision or logical
reasoning and analysis is not pertinent in these purchase decisions. Here,
the buyer lets the heart rule over the mind.
Rational product motives: Rational product motives, on the other hand,

involve careful reasoning and logical analysis of the intended purchase.
The buyer will work out whether it is worthwhile to purchase the product.

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The buyer will carefully think and work out the valid and relevant reasons
to justify the proposed purchase of the product.
However, sometimes it has been observed that some product motives may
be a mixture of emotion and rationality. In such a case, a buyer may react
quickly to a situation and make an impulsive buying decision but there
could be some conscious reasoning behind such a purchase. So a more
logical way of classifying product motives is by adding two dimensions
to the product motives- utility and prestige.
PATRONAGE BUYING MOTIVES:
Why do buyers purchase from specific shops? What are the

considerations or factors which persuade the buyers to display such
patronage? These questions can be answered by understanding buyer
patronage motives. Patronage motives can also be categorized into two
groups namely, emotional patronage motives and rational patronage
motives.
Emotional patronage motives: Emotional patronage motives are those

impulses which motivate or persuade a buyer to purchase from specific
shops. There may be no logical reasoning behind his decision to purchase
from a particular shop. He may simply decide to buy from his “most
preferred” shop, merely based on subjective reasons.
Rational patronage motives: If a buyer solicits a particular shop after

following a logical reasoning of the mind, this is called rational patronage
motives. He may select a shop because it offers a variety of products, or
stocks the latest designs and models, or assures prompt delivery and good
after sales service.

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As mentioned earlier, even patronage motives can be a

combination of emotional and rational motives.
BUYING ROLES
A big task for the marketer is to identify the target buyers of a
particular new product. The marketer has to know who makes the buying
decision for the particular product category. Very often, most of the
purchase decisions involve a Decision Making Unit (DMU) comprising
of more than one person. So he has to understand the roles of the various
people involved in the decision making process. There are five different
types of roles that people play in a buying decision. They are as follows:
• Initiator: The person who first suggests the idea of buying the
product or service.
• Influencer: The person whose view or advice influences the
decision.
• Decider: The person who decides on any component of a buying
decision: whether to buy, what to buy, how to buy, or where to
buy.
• Buyer: The person who makes the actual purchase.
• User: The person who consumes the product or service.
It will be very useful for the company if it is able to identify the roles of
the persons involved in the decision making process. This is because this
information will help them in designing the product, allocate funds for
the promotional budget, work out the communication media, and decide
for whom the message is to be directed.
Buying Behaviour: Consumer decision making varies with the type of

buying decision. The decisions to buy toothpaste, a tennis racket, a

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personal computer, and a new car are all very different. Complex and
expensive purchases are likely to involve more buyer deliberation.
WORKING TOWARDS ENHANCING CUSTOMER SATISFACTION

In the existing business environment, markets are turbulent and
customer needs are fast changing. Therefore, companies should opt for
ways to add value for their customer by offering products or services just
the way they want it. When the customer has to choose from a large
number of options, features, pricing structures and various delivery
methods, offering a unique product to every individual customer will go a
long way in adding value to the consumer decision making process.
Customer satisfaction is a continuous process which does not begin or
end with a purchase. It covers the entire ‘ownership experience’ from
selecting a product, to purchase, to aftercare to a repeat purchase. Thus,
there are three stages in the customer satisfaction process, namely:
1. Pre sales: During this stage, the customer’s expectations are

developed through the various information sources like
advertising, word of mouth and so on.
2. During sales: When the customer is engaged in experiencing how
to deal with enquiries and sell products.
3. After sales: This refers to the period where the customer has
started using the product
4. The pre-sales period: This refers to clear, useful information on:
• The product or service.
• Its quality aspect.
• Its core benefits or advantages.
• Its price

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• Its availability or sales outlet.

• How to obtain it.
During sales period:
• Opportunity to inspect the products.

• Provision of an attractive sales environment.
• Courteous and effective service.
• Reasonable and reliable delivery.
• Enhancing quality of goods or services.
• Prompt reply in case of complaint receipt.
• Freedom to choose with undue sales pressure.
The After sales period:
• If required necessary support or advice must be provided.

• Prompt replacement or refund if necessary.
• A smooth and straight forward complaint procedure.
• Efficient repair and maintenance service.
• Efficient and effective consumer follow-up process.
From the above points, it is seen that consumer satisfaction goes
beyond the core product or service offering. Marketing decision
makers must start by trying to understand the elements which
together will determine the satisfaction levels. They must then list
the elements in a proper sequence so as to identify what is to be
done to increase the customer’s satisfaction level. This can be done
only if the marketers involve a system which facilitates interaction
with their customers. These interactions will prove to be equally
important as

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the quality of the core product or service offered by the company in

the long run.
MAJOR FACTORS INFLUENCING BUYING BEHAVIOR
Personality-An individual’s personality relates to perceived personal

characteristics that are consistently exhibited, especially when one acts in
the presence of others. In most, but not all, cases the behaviors one
projects in a situation is similar to the behaviors a person exhibits in
another situation. In this way personality is the sum of sensory
experiences others get from experiencing a person (i.e., how one talks,
reacts). While one’s personality is often interpreted by those we interact
with, the person has their own vision of their personality, called Self
Concept, which may or may not be the same has how others view us.
CULTURAL FACTORS
Culture:
Exert the maximum influence on consumer behavior. Culture is the basic
determinant of a person wants. It refers to a set of learnt beliefs, values,
attitudes, customs, habits and other forms of behavior that are shared in
society.
Sub Culture:
Each culture consists of smaller subcultures that provide more specific

identification and socialization for its members. They are four types of
subcultures they are :
NATIONALITY GROUPS

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RELIGIOUS GROUPS
RACIAL GROUPS
GEOGRAPHIC GROUPS
Social Class:
It is the divisions of people in the society, which are hierarchically

ordered, and its members share similar values and behavior.
SOCIAL FACTORS
Reference Group
They are the social, economic or professional groups that have a direct or
indirect influence on the person’s attitudes or behavior. Consumers
accept information provided by their peer groups on the quality,
performance, style etc of a product. These groups influence the person’s
attitudes and expose them to a new behavior.
Family
It is the most influential group as the attitudes, habits and values are
shaped by the family’s influence. The members of family play different
roles such as influencer, decider, purchaser and user in the buying
process.
Roles and Status
Roles represent the position we feel we hold or others feel we should

hold when dealing in a group environment. These positions carry certain
responsibilities The consumers buying behavior is also influenced by the

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roles and status of person. It influences a person in taking a certain

decision.
PERSONAL FACTORS
Age
According to Russell People buy different goods and services over their
lifetime. The lifecycle of a person is infancy, adolescence, teenage, adult
middle age and old age. In each stage the persons buying behavior is
different. The person is dependent on others during the first three stages,
then in the next stage he not only takes decisions but also influences
others buying decisions and in the last stage of the life cycle the decisions
are again made by others.
Occupation
It also influences his or her consumption pattern because occupation
decides his ability to buy For example – A blue-collar worker will buy
work clothes and work shoes while a company’s president will buy
expensive suits, club memberships and a luxury car.
Economic Circumstances
Products choice is greatly affected by ones economic circumstances.

People’s economic circumstance consists of their spend able income,
savings, assets, debts, borrowing power and attitude towards spending
versus saving.
Lifestyle

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It is the pattern or way of living of a person. This will be indicated

through the person’s activities, interests and opinions. Hence he will
chose products according to his lifestyle.
PYSCHOLOGICAL FACTORS
Motivation- Motivation relates to our desire to achieve a certain

outcome. For instance, when it comes to making purchase decisions
customers’ motivation could be affected by such issues as financial
position (e.g., Can I afford the purchase?), time constraints (e.g., Do I
need to make the purchase quickly?), overall value (e.g., Am I getting my
money’s worth?), and perceived risk (e.g., What happens if I make a bad
decision?).Psychologists have developed theories of human motivation.
The best three motivation theories are given by Sigmund Freud, Abraham
Maslow and Frederick Herzberg.
Perception
A motivated person is ready to act. How the motivated person actually

acts is influenced by his or her perception of the situation. To perceive is
to see, to hear, to touch, to taste, to smell and to sense something so as to
find meaning in the experience. People can emerge with different
Perceptions of the same object because of three perpetual processes that
is selective retention, selective attention and selective distortion.
Learning
Involves changes in an individual’s behavior arising from experience or

practice. Most human behavior is learned. It is produced through the
interplay of drives, stimuli, cues, responses and reinforcement.

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Beliefs and Attitudes
A belief is a descriptive thought that a person holds something. Through

doing and learning, people acquire beliefs and attitudes. These in turn
influence their buyer behavior. The beliefs may be based on knowledge,
opinion, or faith. They may or may not carry an emotional charge.
An attitude is a person enduring favorable or unfavorable evaluations,

emotional feelings, and action tendencies toward some object or idea.
People have attitudes toward almost everything: religion, politics, clothes,
music, food and so on. Attitudes put them into a frame of mind of liking
or disliking an object.
THE FIVE STAGES IN CONSUMER BUYING PROCESS
Problem Recognition
The buying process starts when the buyer recognizes a problem or need.
The need may be activated by internal or external stimuli. The intensity
of want will indicate the speed at which the person will move to fulfill it.
Information Search
An aroused customer will be inclined towards the search for information

until the desired product is known and available. The person will also
search for information until the desired product is known and available.
The person will also search for information relating to the brand, its
location and the manner of obtaining the product.

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Evaluation of Alternatives
This is an important stage in the process of buying where several
decisions are taken in the evaluation process.
The basic consumer evaluation process is as follows –
Firstly – The consumer is trying to satisfy a need.
Secondly – He is looking for certain benefits from the product.
Thirdly – He sees a product as a bundle of attributes.
Purchase Decision
While the customer is evaluating the alternatives the person will have
preferences among the various brands, a liking towards a particular brand
will lead to the purchase of the product thus a prospective buyer heads
towards final selection.
Post Purchase Behavior

Once the product has been purchased the consumer will experience some
level of satisfaction and dissatisfaction. If the derived satisfaction is as
per expected satisfaction then it will lead to brand preference and brand
loyalty leading to future purchases. If the purchase does not yield derived
satisfaction then the customer becomes dissatisfied and will lose its
preference.

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1.2 INDUSTRIAL BACKGROUND OF THE STUDY AND C.I.
TEXTILE INDUSTRY
THE Indian Textiles Industry has an overwhelming presence in the

economic life of the country. Apart from providing one of the basic
necessities of life, the textiles industry also plays a pivotal role through its
contribution to industrial output, employment generation, and the export
earnings of the country. Currently, it contributes about 14 percent to
industrial production, 4 percent to the GDP, and 17 percent to the
country’s export earnings. It provides direct employment to over 35
million people, which includes a substantial number of SC/ST, and
women. The Textiles sector is the second largest provider of employment
after agriculture. Thus, the growth and all round development of this
industry has a direct bearing on the improvement of the economy of the
nation.
The Indian textiles industry is extremely varied, with the hand-spun and
Ihand-woven sector at one end of the spectrum, and the capital intensive,
sophisticated mill sector at the other. The decentralized power looms/
hosiery and knitting sectors form the largest section of the Textiles sector
The industry has several vast sectors within it, viz, the mill sector, the
clothing or garment sector, the handloom sector and the power loom
sector. Each of these sectors employs lakhs of workers and also
contributes significantly to the national economy. The tradable
commodities under textiles include readymade garments (clothing),
cotton yarns, fabrics, silk and woolen products, etc.
GARMENT SECTOR

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The garment sector, however, has emerged as the most globalised sector
in the world today. This sector alone employs about 4.3million workers.
A large segment of the garment sector comprises of a vast domestic
market, while another significant segment caters to the export market.
Most of the units producing for exports are in Tirupur, Delhi and
Mumbai. According to the ministry of commerce, 53per cent of the total
textile exports in 2007-2008, was from the garment sector alone. Nearly
80 per cent of Indian clothing exports go to the USA and the EU where
they face quota restrictions. Apart from agriculture and Patents, textiles
and clothing in particular are the murkiest elements on the stage of world
politics. The struggle on these two sectors continued throughout the
Uruguay round for eight years. Textiles and clothing still remain as the
most contentious issues.
WHAT IS RETAILING?
Retailing is a distribution channel function where one organization buys

products from supplying firms or manufactures the product themselves,
and then sells these directly to consumers. A retailer is a reseller (i.e.,
obtains product from one party in order to sell to another) from which a
consumer purchases products. Restaurants, supermarkets, banks, mail-
order catalogs are all retailers .Retailing is the final link in the marketing
channel bringing products and services from the producers and providers
to consumers. As a reseller, retailers offer many benefits to suppliers and
custom For consumers the most important benefits relate to the ability to
purchase small quantities of a wide assortment of products at prices that
are considered reasonably affordable and at right place also. For suppliers
the most important benefits relate to offering opportunities to reach their

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target market, build product demand through retail promotions, and

provide consumer feedback to the product marketer. ers.
EVOLUTION OF RETAILING
The development of shopping malls can be traced back to 1850’s, when

the first Department store was opened in Paris starting the era of mass
consumption. Mass Production and consumption rationalized and
industrialized shopping .The development of department stores meant
major transforms in the landscape of cities. Commercial activities moved
from public streets to privately owned buildings. Department stores
changed the concept of shopping and liberated people to enjoy it
.Understanding the categories is very important because successful
strategies and tactics vary from one type or retailer to the next, and
knowing what kind of store is to be run is the first step in designing the
marketing programs
RETAILING INDUSTRY IN INDIA
• Even though India has well over 6 million retail outlets of all
sizes and styles (or non-styles), the country sorely lacks anything that
can resemble a retailing industry in the modern sense of the term. This
presents international retailing specialists with a great opportunity.
• The India Retail Report 2009 compiled by research group Images
F&R Research is again optimistic about Indian Retail Industry. As per
the report, spiralling income and rising economic growth (I don’t know
where it is) will fuel the growth of industry and it will touch Rs.
18,10,000 crore by 2010. Organized Retail is expected to constitute 13%
of it i.e. Rs. 2,30,000 crore. The report says that though people are

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perceiving that organized retail will hit mom & pop format hard, but
modernizing retail will generate employment for 15 million people in
different activities. Food and grocery dominated the retail segment with
59.5 per cent share valued at Rs 7,92,000 crore, followed by clothing
and accessories with a 9.9 per cent share at Rs 1,31,300 crore.
• Retailing in India is thoroughly unorganized. There is no supply

chain management perspective. According to a survey by AT Kearney,
an overwhelming proportion of the Rs. 300,000 crore retail market is
UNORGANISED. In fact, only a Rs.30,000 crore segment of the market
is organized.
• As much as 94 per cent of the 6 million-plus outlets are smaller

than 500 square feet in area. This means that India per capita retailing
space is about 2 square feet (compared to 16 square feet in the United
States). India's per capita retailing space is thus the lowest in the world
(source: KSA Technopak (I) Pvt Ltd, the India operation of the US-
based Kurt Salmon Associates).
• Just over 9 per cent of India's population is engaged in retailing

(compared to 20 per cent in the United States). There is no data on this
sector's contribution to the GDP.
• The first challenge facing the organised retail industry in India is:
competition from the unorganised sector. Traditional retailing has
established in India for some centuries. It is a low cost structure, mostly
owner-operated, has negligible real estate and labour costs and little or
no taxes to pay. Consumer familiarity that runs from generation to
generation is one big advantage for the traditional retailing sector.

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• In contrast, players in the organised sector have big expenses to

meet, and yet have to keep prices low enough to be able to compete with
the traditional sector. High costs for the organised sector arises from:
higher labour costs, social security to employees, high quality real
estate, much bigger premises, comfort facilities such as air-conditioning,
back-up power supply, taxes etc. Organised retailing also has to cope
with the middle class psychology that the bigger and brighter a sales
outlet is, the more expensive it will be.
• India's first true shopping mall – complete with food courts,
recreation facilities and large car parking space – was inaugurated as
lately as in 1999 in Mumbai. (this mall is called "Crossroads").Local
companies and local-foreign joint ventures are expected to more
advantageously positioned than the purely foreign ones in the fledgling
organised India's retailing industry.
• These drawbacks present opportunity to international and/or

professionally managed Indian corporations to pioneer a modern
retailing industry in India and benefit from it.
• The prospects are very encouraging. The first steps towards

sophisticated retailing are being taken, and "Crossroads" is the best
example of this awakening. More such malls have been planned in the
other big cities of India.
.1 RESEARCH DESIGN-
Marketing research design is the specification of procedures for

collecting and analyzing the data necessary to help identify or react to a
problem or opportunity such that the difference between the cost of

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obtaining various levels of accuracy and the expected value of the

information associated with each level of accuracy is maximized.
The type of research used in this project is a descriptive research design.

The descriptive study is a fact finding investigation with adequate
interpretation. It is the simplest form of research. It focuses on particular
aspects or dimensions of the problem studied. It is so designed that it
gathers descriptive information and provides information for formulating
more sophisticated studies. A descriptive study objective aims at
identifying the various characteristics of a company’s problem
2.2 Title of the study-
A STUDY ON CONSUMER BEHAVIOUR TOWARDS,

READYMADE GARMENTS with special reference to WILLS
LIFESTYLE BANGALORE.
2.3 STATEMENT OF THE PROBLEM
ITC limited had entered into manufacturing of the readymade garment in

the year 2000 under the brand name of Wills Lifestyle and for the same
had the problem of creating awareness in the garment industry which had
already been occupied by various other brands. The consumer had
different preference perception towards the brand Wills Lifestyle in the
market. Therefore a study was chosen to analyse the amount of awareness
that had been created by them and the consumer behaviour towards the
product( Readymade garments) manufactured by them is studied.
2.4 OBJECTIVES OF THE STUDY
a) To study the shopping behavior the consumer from specialty shop.

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b) Customer’s attitude and perception towards Wills Lifestyle store.

c) Customer’s expectation and satisfaction levels.
d) To offer suggestion based on the findings.
2.5 NEED FOR THE STUDY
The basic purpose of this study is to analyse the consumer behaviour

towards readymade garments with special reference to WILLS
LIFESTYLE. In the study researcher analyses the behaviour of the
consumer buyer to understand the new opportunities in the market for the
improvement of sales and consumer satisfaction towards the product.
Thus the overall need for the study is to suggest a new marketing strategy
by analysing marketing opportunities towards WILLS LIFESTYLE.
2.6 SCOPE OF THE STUDY
This study is based on a survey conducted in Bangalore city, so it

confirms itself to the analysis of various consumers. It covers information
gathered from the present and future potential customers of Wills
Lifestyle as well as from the respondents who have expressed their views
on readymade garments. The study emphas is on brand awareness and
consumer behaviour towards wills lifestyle product (readymade
garments).
2.7 RESEARCH INSTRUMENT
Research instrument is an instrument through which data is collected as

accurate as possible. It should be easy to use convenient for obtaining

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data and the researcher should find it easy to gather accurate data using
this instruments used in research are-
QUESTIONNAIRE: questionnaire is a popular means of data collection

instrument. A questionnaire uses a structured, standardized format of data
collection to record verbal responses to questions. Particularly when the
population to be covered is very large and the study wishes to collect data
about specific aspects of consumers awareness, attitude, opinions, prior
and present behavior, it is recommended to design a questionnaire. The
exact format and sequence of the questionnaire will greatly depend on the
study objective and the method of administration of the questionnaire.
Types of questions used to frame the questionnaire:
Open ended questions:- Open ended questions leaves the respondents

free to offer any replies that seem appropriate in light of the questions.
Multiple choice questions:- It presents either in the question proper or

immediately following the question, the list of possible answers from
which the respondent must choose.
Dichotomous questions:- It represents an extreme form of the multiple

choice question, allow only two responses, such as “yes-no”, “agree-
disagree”, “male-female” and “did-did not”.
Structured Direct interview:
A formal questionnaire consists of structured and direct form of

questions. The interviewer is instructed to ask the persons those questions

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only in the order given in the questionnaire. This mode of data collection
is structured and direct in nature.
MAIL SURVEY : This instrument is a questionnaire but it is sent by mail and

response is also obtained by Mail, However, the response could be low.
Apart from this there are also other mechanical or electronic

devices which are also used for getting data.
Here Questionnaire was designed with open-end and close-end questions.

The questionnaire was designed in such a manner so as to cater to all the
areas and aspects the study.
2.8 DATA SOURCES
Primary data
The data which is collected directly from the consumer by

communicating with them. It helps to know the attitudes and opinions of
people, awareness and knowledge, behaviour etc. Contacting the sample
members and then getting the required information by using observation
and communication collects this data. There are some data collecting
instruments.
These are :
a. Survey Method
b. Observation Method
c. Experience Method.
SURVEY METHOD- Survey is most commonly used method of primary data

collection in marketing research. This method has been used because of

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its extreme flexibility. Survey research is the systematic gathering of

data from respondents through questionnaire.
The purpose of survey is to facilitate understanding or enable

prediction of some aspects of behaviour of the population being
surveyed. A questionnaire is a formal list of questions to be answered in
the survey. In the survey method for collecting primary data three
techniques can be used. These are :
 Personal Interview
 Telephone Interview
 Mail Interview
Primary data was collected through an interview with the help of a

structured questionnaire, which contained queries that were relevant to
the purpose of the study as well as pertinent; industry related questions.
the present study questionnaire makes use of both open ended and close
ended questions.
Secondary Data
Secondary data is the information which already exists. These are

data which can be collected from internal and external sources apart from
the information collected from the field. Secondary data can be collected
from the following sources:-
 GOVERNMENT - Records, Generals, Books, Magazines etc.
 COMMERCIAL - Market research companies, Add agencies and private

data collection agencies.

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 MISCELLANEOUS SOURCES- These are other sources like old Projects,

Public articles, Files and Books.
 INTERNAL SOURCES- Company resources, Balance sheet, Catalogs and

Brochures etc.
-The secondary data for this research was obtained from textbooks,
brochures and internet. Very little research specific data was available;
hence much emphasis was given to primary data.
2.9 PLAN OF ANALYSIS:
• The data collected was tabulated and percentage were determined

the interpretation are presented in form of graph and charts.
• Conclusions have drawn and suggestions have been made to the

best of knowledge.
• All the work is done under the assumption that the data collected
from the respondents was accurate. Throughout the survey and
throughout the time the report was prepared, errors and mistakes
have been made minimal despite the knowledge o the fact that with
a sample size of 100, various hindrances are bound to occur.
Summary of findings have been recorded and suitable suggestion
are given to improve the business at Wills Lifestyle.

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• Utmost care has been taken while preparing this report to see that it
can be clearly understood by the reader as well as beneficial for the
company.
2.10 SAMPLING PROCEDURE
Sampling procedure is a total procedure of selecting the sample size

and following the steps is involved in sampling:
 Defining the population
 Identifying the sampling frame
 Specify the sampling method
 Determining the sample size
 Specify the sampling unit
 Specify the sampling plan
 Select the sample.
Sample is a small portion of the total, which can be taken to study

the characteristic of the total. The total is called the entire population or
universe and the representative is called sample. For example, if we have
to study characteristic of two wheeler purchase among college student in
Bangalore, the total population or universe could be approximately
50,000. The sample could be 100 or 150 student, we are going to interact
are called sample. When we will interview them they will show some
characteristic. These can be assumed as characteristic of total.
METHODS OF SAMPLING :

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Generally sampling can be of two broad categories that are probability

and non-probability sampling.
1. PROBABILITY SAMPLING :
Probability sample is chosen in such a way that each member of

universe have known chances of being selected for a sample. Frequently
techniques are Simple Random sampling, Systematic sampling, Stratified
Random Sampling, Cluster sampling.
 SIMPLE RANDOM SAMPLING - In this each member of the population has a

known and equal chance of being selected. For example, if we have to
select 20 brands of any products out of 100 then we can put 100 chits in a
box and pick up 20.
 SYSTEMATIC SAMPLING - In this method the numbers are chosen in a

systematic way such that each person has a known chance being selected.
For example, if we want to select 25 customers of pizza out of 75 in
Bangalore, then every 5th customer can be selected. This method is
simple to select the sample size .
. NON PROBABILITY SAMPLING
In no-probability sampling the chance of a particular unit being

selected is unknown, that means the probability of selection is not clear.
There are three types of non-probability sampling.
 JUDGMENT SAMPLING - The main characteristics of judgment sampling

are those units or elements in the population are purposively selected. It
is because of this that judgment samples.
 CONVENIENCE SAMPLING - In this method the sample units are chosen on

the basis of convenience to the investigator.

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 QUOTA SAMPLING - In this method the universe is divide into various

strata and the sampling unit are chosen.
CURRENT SAMPLING PLAN:

SAMPLING PROCEDURE: Random sampling
SAMPLING SIZE: 100 respondents
GEOGRAPHICAL COVERAGE: Bangalore
2.11 LIMITATIONS OF STUDY
 This being an academic study, it suffers from time and cost

constraints.
 The survey was conducted only on 100 respondents.

 The analysis of the study is limited to Bangalore city only. Hence it
cannot be generalized in other places.
 There are chances of respondents being biased on data, which was
collected through personal survey.

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COMPANY PROFILE
3.1 ORIGIN OF THE ORGANISATION
ITC was incorporated on August 24, 1910 under the name of `Imperial
Tobacco Company of India Limited'. Its beginnings were humble. A
leased office on Radha Bazaar Lane, Kolkata, was the centre of the
Company's existence. The Company celebrated its 16th birthday on
August 24, 1926, by purchasing the plot of land situated at 37,
Chowringhee, (now renamed J.L. Nehru Road) Kolkata, for the sum of
Rs 310,000. This decision of the Company was historic in more ways
than one. It was to mark the beginning of a long and eventful journey into
India's future. The Company's headquarter building, 'Virginia House',
which came up on that plot of land two years later, would go on to
become one of Kolkata's most venerated landmarks. The Company's
ownership progressively indianised, and the name of the Company was
changed to I.T.C. Limited in 1974. In recognition of the Company's
multi-business portfolio encompassing a wide range of businesses -
Cigarettes & Tobacco, Hotels, Information Technology, Packaging,
Paperboards & Specialty Papers, Agri-Exports and Lifestyle Retailing -
the full stops in the Company's name were removed effective September
18, 2001. The Company now stands rechristened “ITC Limited”
3.2 GROWTH & DEVELOPMENT OF THE ORGANISATION

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In 1979, ITC entered the Paperboards business by promoting ITC

Bhadrachalam Paperboards Limited, which today has become the market
leader in India. In 1985, ITC set up Surya Tobacco Co. in Nepal as a joint
venture with the reputed Soaltee group. In August 2002, Surya Tobacco
became a subsidiary of ITC Limited. Its name was changed to Surya
Nepal Private Limited (Surya Nepal).
In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper

manufacturing company and a major supplier of tissue paper to the
cigarette industry. The merged entity was named the Tribeni Tissues
Division (TTD). To harness strategic and operational synergies, TTD was
merged with the Bhadrachalam Paperboards Division to form the
Paperboards & Specialty Papers Division in November, 2002.Also in
1990, leveraging its agri-sourcing competency, ITC set up the
International Business Division (IBD) for export of agri-commodities.
The Division is today one of India's largest exporters.
In 2000, ITC's Packaging & Printing business launched a line of high

quality greeting cards under the brand name 'Expressions'. In 2002, the
product range was enlarged with the introduction of Gift wrappers,
Autograph books and Slam books. The Expressions Paperkraft range of
premium stationery products was rolled out in 2003. ITC also entered the
Lifestyle Retailing business with the Wills Sport range of international
quality relaxed wear for men and women in 2000.
The Wills Lifestyle chain of exclusive stores later expanded its range in
2002 to include Wills Classic formal wear and Wills Club life evening
wear. ITC also initiated a foray into the popular segment with its men's
wear brand, John Players in 2002.

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ITC entered the branded packaged Foods business in 2001 with the launch
of the Kitchens of India brand of premium ready-to-eat gourmet cuisines.
In 2002, ITC's philosophy of contributing to enhancing the competitiveness of

the entire value chain found yet another expression in the Safety Matches
initiative. ITC's foray into the marketing of Incense sticks in 2003 marked the
manifestation of its partnership with the cottage sector
2004
-ITC's Wills Lifestyle unveiled its fall/winter collection here on Jan 6.

The collection, featuring Wills Classic formal wear, Wills Sport relaxed
wear, Wills Clublife evening wear, and fashion accessories from Furla and
Valentino from Italy, is available at ITC's Wills Lifestyle store near
Nagarjuna Circle.
In 2008-
THE sales of ITC had amounted to $2.98 billion and it made profits worth
$0.64 billion. Its assets were worth $3.57 billion and its market value was
around $19.01 billion. Today ITC provides its products and services in five
separate categories – fast moving consumer goods, agri-businesses, hotels,
information technology and paperboards and packaging. In fast moving
consumer goods section ITC offers cigarettes, education and stationery,
foods, safety matches, lifestyle retailing, incensesticks and personalcare.
In hotels section there are a number of hotels of ITC across India. There are
several brands of hotels run by ITC but major group is Welcomgroup. Hotels
of ITC also have some well known restaurants like Bukhara, DumPukht and
Dakshin that provide branded food. In paperboards and packaging section
ITC offers paperboards and specialty papers and packaging services.

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ITC’S WILLS LIFESTYLE
ITC's Wills Lifestyle is the largest retail chain of premium apparel with
48 outlets across the country. ITC Limited launched Wills Lifestyle with
technical expertise from ADIG (American Design Intelligence Group), a
company with worldwide experience in store designing and
merchandising. The first Wills Lifestyle store in up-market South
Extension, New Delhi, continues to be the design format for all the stores
that have opened thereafter. An international ambience, achieved by the
extensive use of glass, steel and granite, provides the perfect backdrop for
a leisurely, international and thoroughly satisfying shopping experience.
Customers can pick a complete wardrobe, with the assistance of fashion

literate staff, trained to be unobtrusive yet helpful. The store also
offers a convenience unmatched in today's retail world.
3.3 PRESENT STATUS OF THE ORGANISATION
ITC’s Lifestyle Retailing Business Division has established a nationwide

retailing presence through its Wills Lifestyle chain of exclusive specialty
stores. Wills Lifestyle, the fashion destination, offers a tempting choice of
Wills Classic work wear, Wills Sport relaxed wear, Wills Clublife
evening wear, fashion accessories, Essenza Di Wills – an exclusive range
of fine fragrances and bath & body care products for men and women and
Fiama Di Wills – a range of premium shampoos and shower gels. Wills

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Lifestyle has also introduced Wills Signature, designer wear by leading

designers of the country.
VISION
"Sustain ITC’s position as one of India’s most Valuable Corporation

through world class performance, creating growing value for the Indian
economy and the company’s stakeholders"
MISSION
“To enhance the wealth generating capability of the enterprise in a

globalizing environment, delivering superior and sustainable stakeholder
value.”
THE WILLS LIFESTYLE BRAND
Wills Lifestyle has been established as a chain of exclusive specialty

stores providing the Indian consumer a truly international shopping
experience through world-class ambience, customer facilitation and
clearly differentiated product presentation. Our stores have established
themselves as preferred shopping destinations in the prime shopping
districts across the country. At Wills Lifestyle, customers can browse at
leisure, and shop in a relaxed and pleasing atmosphere. The use of space
is refreshing, which is reflected even in the spacious changing rooms.
Every store offers an international retailing ambience with the extensive
use of glass, steel and granite, reflecting the most contemporary trends in
store design, thereby creating a splendid backdrop for the premium

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offerings. Wills Lifestyle launches two major collections every year -

Spring/Summer in early April and Fall/Winter in October. Each
collection captures the latest trends and styles in formal, relaxed and
evening wear. Wills Lifestyle was named Super brand 2006 by the Super
brands Council of India recently. Wills Lifestyle has been twice declared
'The Most Admired Exclusive Brand Retail Chain of the Year' at the
Images Fashion Awards in 2001 & 2003. Retailer of the Year Award to
Wills Lifestyle in Fashion & Lifestyle category at Asia Retail Congress
2008.Wills Lifestyle rated amongst the top 5 Luxury brands in the
country in a Global Luxury Survey conducted by TIME Magazine.
Wills lifestyle presents new range in winter 2008 collection-
Mr. Atul Chand, Divisional Chief Executive, ITC’s Lifestyle Retailing

says, “The Wills Lifestyle Autumn Winter 2008 collection is refined,
stylish and sophisticated. Keeping In line with the latest international
trends, the look is luxurious with refreshing colours and chic styles. The
collection is truly world class and provides our discerning consumers
with the very best for the season.”
2009- Wills lifestyle announced spring/summer 2009 collection.
wills sport summer collection is Exciting vibrant and full of energy this
spring summer. it has also launched glamours collection for men. It
includes yarn dyes focused on neutral bases with bright color stripes.
0n 28 Feb. 2009- ITC personal care business launched the first book in
the Di Wills series essence of hair at the salon De wills during wills
lifestyle India fashion week autumn winter 09 in NEWDELHI

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Wills Lifestyle – Classic:
This season Wills Classic, new age formal wear, presents a story of
elegance and sophistication.
LIFESTYLE RETAILING
Over the last three years, ITC’s Lifestyle Retailing Business Division has
established a nationwide retailing presence through its Wills Lifestyle
chain of exclusive specialty stores. Beginning with its initial offering of
Wills Sport premium relaxed wear from the first store at South Extension,
New Delhi in July 2000, ITC has in a short span of time expanded its
basket of offerings to the formal segment with Wills Classic formal wear
and to the social evening segment with Wills Clublife, evening wear.
With a distinctive presence across segments at the premium end, ITC has
now initiated a foray into the popular segment with its men’s wear brand
‘John Players’ – thereby aspiring to build a dominant presence in the
apparel market through a robust portfolio of offerings.

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ITC’s ‘Wills Lifestyle’ has been established as a chain of exclusive

specialty stores providing the Indian consumer a truly ‘International
Shopping Experience’ through a meticulously created world-class
ambience, customer facilitation and clearly differentiated product
presentation. There are currently 48 stores in 38 cities across the length
and breadth of the country and these have established themselves as
preferred shopping destinations in the prime shopping districts.
At the ‘Wills Lifestyle’ store, customers can browse at leisure, and shop
in a relaxed and pleasing atmosphere. The use of space is refreshing in
the ‘Wills Lifestyle’ stores. This is reflected even in the spacious
changing rooms. Every ‘Wills Lifestyle’ store strives to offer an
international retailing ambience with the extensive use of glass, steel and
granite, reflecting the most contemporary trends in store design, thereby
creating a splendid backdrop for the premium offerings. The aim is to
provide an outstanding and relaxed premium buying experience.
‘Wills Sport’ has successfully marketed fashionable premium relaxed

apparel for men and women for seven seasons. ‘Wills Sport’ has now
become the vibrant face of contemporary fashion, presenting the most
definitive "Looks" of the season. In Spring/Summer 2003, for example,
‘Wills Sport’ presented the "Cool Summer Look" – whites and pastels in
soft cotton and fine linen.
India’s Fashion Industry has recognised the brand’s truly world-class

standards and excellence. At Images Fashion Awards 2002, Wills Sport
was declared "The most admired Women’s wear brand of the year", an
indication of the distinctive positioning and identity that the brand has
successfully achieved in the growing western women’s wear market.

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Having established a distinctive presence in the premium apparel segment

in a short span of time with Wills Sport premium relaxed wear and Wills
Classic New Age formals, ITC launched Wills Clublife in May 2003 in
the growing evening wear segment, thereby strengthening its portfolio in
the premium segment. The brand is uniquely positioned to complement
the glittering evening life of premium clothes.
ITC’s ‘Wills Lifestyle’ stores complement the range of premium apparel

with a tempting choice of fashion accessories including, by a special
arrangement with international design houses, signature eyewear from
Valentino and designer handbags from Furla.
ITC launched its brand of men’s apparel in the popular segment, ‘John
Players’, in December 2006 to broad-base the array of branded apparel
that the Company offers and
urther strengthen its robust branded garment portfolio. This foray into the
popular segment leverages ITC’s proven competencies in building long-
term trade partnerships and establishing omnipresent brand availability.

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The ‘John Players’ range of men’s apparel bears telling testimony to

ITC’s signature attention to minute detail. It Endeavour’s to deliver
unbeatable value to the discerning consumer at competitive prices
ranging from Rs 400 to Rs 900. It is marketed in a uniquely transparent
and see-through packaging that allows the consumer to clearly see the
garments. It therefore facilitates consumer choice, while showcasing and
highlighting the distinct and incremental product value that the brand
brings.
The essence of the brand and its message is that true intrinsic worth will
surely be seen, appreciated and admired. It is this essence that the base-
line of the brand’s advertisement encapsulates: "When you’re sure, it
shows".
With the creation of an international class ‘Wills Lifestyle’ retail chain,

the building of a powerful brand portfolio in the highly competitive
premium market in branded garments, and the impactful launch of ‘John
Players’ in the popular segment, ITC’s Lifestyle Retailing is poised to
grow and build a dominant presence in the country’s fashion industry.
WILLS CLUBLIFE
Glamorous eveningwear that compliments your glittering lifestyle

perfectly. This season Wills Club life presents a story of magical allure.
In inviting colors of the dark. Shimmer and shine create a fascinating
desire.
ACCESSORIES

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Wills Lifestyle offers the customer a complete wardrobe of fashion

apparel and accessories. This season a wider choice of accessories will be
offered across ties, cuff links, socks, caps, hand bags, wallets, belts and
eyewear.
With the introduction of premium formal and relaxed jackets in the range,
wills lifestyle will continue to offer the definitive look of the season.
WILLS LIFESTLYLE also offers the customers with ESSENZA DI

WILLS, an exclusive range of fine fragrances and bath & body care
products for men and women.
ABOUT CLUB WILLS
CLUB WILLS the lifestyle privileges programme of wills lifestyle takes

our relationship with our valued customers beyond fine fashion to the
realm of fine living.
CLUB WILLS offers its members:

Rewards points on every purchase
made that can be redeemed against
lifestyles exciting reward options.
Personalized “SMART CHIP”
enabled card that allows earning
and redeeming of points.
EXCLUSIVE INSTORE privileges FOR A shopping experience that is
refreshingly international.Host of LIFESTYLE PRIVILEDGES from
wills lifestyle and its premium partners.
3.4 FUTURE STATUS OF THE ORGANISATION

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As the country’s most admired fashion brand. Wills lifestyle looks

forward to an exciting tomorrow of change. Now ITC wills lifestyle
business is targeting a 20% growth for its premium brand in 2009-2010.
Despite the current slowdown the apparel major has taken so many
initiatives like focusing more on production side, co-ordinating on loyalty
programmes in a big way. Wills lifestyle will open 10 new stores in
2009-10. At present it has 55 stores in 30 cities. It is also looking for
revenue sharing in new malls.
3.5 FUNCTIONAL DEPARTMENTS OF THE ORGANISATION:
PRODUCTION DEPARTMENT
Production is the bias activity of all industrial units. All the other activities
revolve round this activity.
The end product of production activity is the certain of goods and services for
the satisfaction of human wants. According to economics, product is an activity
through which the form utility is either created or enhanced. Wills owns and
operates many manufacturing plans. It also sources from hundreds many other
authorized factories in order to always give customers the right garments at the
right price.At present wills has got four factories in Calcutta, Haryana, Patna,
mumbai.
RESEARCH & DEVELOPMENT DEPARTMENT-
Mumbai factory has its own in house R&D department. They instruct the
control of input of raw material and in the process quality control and checking
of finished goods.

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Various tests on improvements to the product, product addition or deletion are

conducted.
In R&D department the importance is given to finest quality garments. From the
sales department they get the information about the market i.e., feedback.
Associates do all material requirements. R&D department gives the quality

specification.
PERSONNAL DEPARTMENT:
Everybody knows that an organisation achieves its ends by a proper utilization

of the monetary, material and human resources at its command. While and
human resource that all the other resources are mobilized and utilized to achieve
organisational objectives. This human resource is the most important of the
resources, without it, an organisation cannot accomplish its objectives.
The number, variety and complexity of the functions of personnel management

raise a question that who should discharge the functions of the personnel
department in an industrial establishment. To begin with, every manager and
every supervisor. To begin with, every manager and every supervisor discharges
some of these functions; for example, the motivation of employees to greater
output and efficiency. Some managers and supervisors are involved in the
selection, appointment and promotion of personnel and in disciplining formal
employees. However, by and large, there is one person who discharges the main
function and co-ordinates certain personnel functions discharged by various
other managers and supervisors.

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ORGANIZATIONAL CHART
MANAGING DIRECTOR
CHIEF EXECUTIVE OFFICER
AREA GENERAL MANAGER
AREA MANAGER
ASSISTANT SHIFT MANAGER
SHIFT MANAGER

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ANALYSIS & INTERPRATION OF DATA:
Definition of Analysis-
Analysis is the process of breaking a complex topic or substance into
smaller parts to gain a better understanding of it. The technique has been
applied in the study of mathematics and logic since before Aristotle,
though analysis as a formal concept is a relatively recent development.
It is the process of placing data in ordered form, combing them with

existing information’s and extracting meaning from them.
Interpretation is the process of drawing; conclusions from the gathered

data in a study.
Analysis methods should be selected on the basis of whether or not they

will be able to effectively answer the evaluation questions within each
evaluation project. There are a number of considerations when selecting
evaluation methods. The first is to make sure that the methods which are
selected are appropriate and ethical for the groups involved in them.
Appropriate ethical approval processes need to be followed where
required and evaluators need to conform to appropriate ethical standards.
Methods selection in evaluation also needs to be very focused on value
for money in terms of the selection of methods. There are usually limited
evaluation resources and they need to be used wisely. Evaluation methods
should be ‘fit for purpose’ in the sense that they provide the amount of

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information required at a level of certainty which is sufficient for the

purpose of the evaluation.
Types of analysis –
In Economics
• Business analysis, involves identifying the needs and determining

the solutions to business problems
• Agro ecosystem analysis
• Financial analysis, the analysis of the accounts and the economic
prospects of a firm
• Fundamental analysis, a stock valuation method that uses financial
analysis
• Technical analysis, the study of price action in securities markets in
order to forecast future prices
• Price Analysis, involves the breakdown of a price to a unit figure
• Market analysis, consists of suppliers and customers, and price is
determined by the interaction of supply and demand
. In Statistics
• Analysis of variance (ANOVA), a collection of statistical models

and their associated procedures which compare means by splitting
the overall observed variance into different parts
• Meta-analysis, combines the results of several studies that address
a set of related research hypotheses
• Time-series analysis, methods that attempt to understand a
sequence of data points spaced apart at uniform time intervals

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Other types of analysis-

1. A Narrative Analysis tells a story using a lot of relevant &
descriptive details; usually organized to tell the story in sequence.
The thesis is often implied, but, preferably, makes some specific,
clearly articulated point about the story being told.
2. A Descriptive Analysis offers a detailed description through

the use of objective or subjective language to describe some object
(a person, place or thing; it may be a “social object” such as
discrimination), & in the process, give the reader some dominant
impression (the thesis) of the thing being described.
3. A Socio-Historical Analysis examines historical events utilizing

social concepts. While a historical analysis is merely a description
of people & events from the past, a socio-historical analysis
examines history using social concepts (see Social Theory below)
such as the industrial revolution, urbanization, democratization,
etc.
4. A Comparative Analysis explains how something is like or

unlike something else. The items compared need to have a basis
of comparison--that is, they need to be enough alike to warrant a
comparison.
5. A SWOT Analysis addresses the strengths, weaknesses,

opportunities, & threats to the topic. This comprehensive type
of analysis addresses a topic w/ the aim of taking action in relation
to the topic. If an analysis demonstrates particular strengths &

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weakness, then particular opportunities & threats (actions) are

implied.
6. A "Cause & Effect" Analysis demonstrates how the occurrence

of one event correlates w/ a particular outcome. While there are
many types of cause & effect relationships, for most assignments in
the social sciences, the focus should be on social causes and social
effects. It is also reasonable to examine how non-social (e.g.
physical, biological, psychological, etc.) causes also have social
effects.
7. A Sociological Analysis utilizes one of the types of analysis

described here while utilizing social concepts, processes,
theories & one or more sociological paradigms.
8. A Statistical Analysis will generally be used to demonstrate a

"cause & effect" relationship (i.e. a correlation) or a
Comparison. Statistical Analysis should always assume that the
reader does not understand statistics. Thus, Statistical Analysis
should always be accompanied by the appropriate type of analysis,
such as a Comparative Analysis or a "Cause & Effect" Analysis.
9. Document analysis – analysis of documents in order to extract

themes in regard to the topic being evaluated. This can include all
types of documents such as formal reports, minutes of meetings,
memos and print media reports or electronic media transcripts. The
analysis can range from a extraction of general themes to a tight,
specific and detailed analysis. It may use either quantitative
analysis (e.g. counting the number of times that a theme occurs)

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and/or qualitative analysis (e.g. identifying the major themes). In

either case it is important to document the criteria which are used
to make decisions about rating and analysing material.
10. Outcomes logic model drawing – drawing outcomes

models of any type that are then used to clarify thinking about all of
the steps which are needed in order to achieve higher-level outcomes.
These models are known by different names including: logic models,
program logics, intervention logics, strategy maps, means-ends
diagrams, results chains etc.
 Analysis technique used- Analysis technique followed in

this project is statistical analysis. Here statistical tools like
percentage, average have been used and the collected data has
been analyzed by using diagrams, graphs and charts.
 Types of charts used- In the analysis process various types

of charts like column chart, bar chart, cone chart, pie chart, line
chart, doughnut chart and area chart have been used.
 Overall percentage of sample size- Because of lack of time

and resources the area covered for taking sample is limited to
“koromangala”. So 4% of total population has been taken into
consideration.
 The age of the respondents group vary between 20-40 years

& above and teenagers. So all age group respondents have been
approached for data collection and sampling.

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 Tabulation of data-The process of tabulation involves

combining and totaling of the collected data. It is one of the data
in readily comprehensive form and attempts to furnish the
maximum information contained in the data in the minimum
possible space, without sacrificing the quality and usefulness of
the data. So tabulation means the systematic presentation of the
information contained in the data, in row and columns in
accordance with some salient features in characteristics.
After tabulation the data must be analyzed. Researcher often uses

statistical interpretation, which concentrates or what is average or what
deviate from the average. Statistical interpretation shows how widely
responses vary, how they are distributed in relation to the variable being
measured. The analyses and interpretation of data may lead the researcher
to accept or reject the hypothesis being selected.

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TABLE 4.1 SHOWING THE AGE OF THE RESPONDENTS
AGE NO.OF PERCENTAGE

RESPONDENTS
Below 20 years 25 25%
20-30 years 40 40%
30-40 years 20 20%
40 and Above 15 15%
TOTAL 100 100%
ANALYSIS-
The above table analysis the age of the respondents at Wills Lifestyle.
40% of the respondents are between the age of 20-30 years, 25% are
teenagers, 20% fall in 30-40 years bracket and 15% of the respondents
are 40 years and above.

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CHART 4.1 SHOWING THE AGE OF THE RESPONDENTS
AGE
50
40
40
30 25
20
20 15
10
0
Below 20 years 20-30 years 30-40 years 40 and Above
AGE
INFERENCE-
It is inferred that the respondents are not evenly distributed on the basis
of age and a high percentage of the respondents are in the 20-30 years
age group.

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WILLS LIFESTYLE
TABLE 4.2 SHOWING THE GENDER OF THE RESPONDENTS
GENDER NO.OF PERCENTAGE

RESPONDENTS
Male 42 42%
Female 58 58%
TOTAL 100 100%
ANALYSIS
The above table analysis the gender wise classification of the respondents
at Wills Lifestyle.
It is seen that 42% of the respondents are males and 58% are females.

51
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
CHART 4.2 SHOWING THE GENDER OF THE RESPONDENTS
GENDER
42%
Male
Female
58%
INFERENCE-
It is inferred that the survey group was not distributed evenly on the bases
of gender and there were more females as compared to males.

52
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
TABLE 4.3 SHOWING THE OCCUPATION OF THE

RESPONDENTS
OCCUPATION NO.OF PERCENTAGE

RESPONDENTS
Student 35 35%
Professionals 15 15%
Businessmen 22 22%
Others 28 28%
TOTAL 100 100%
ANALYSIS-
The above table analysis the occupation of the respondents at Wills

Lifestyle.
35% of the respondents are students followed by 28% are others, 22% are
businessman and 15% are professionals being the least.

53
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
CHART 4.3 SHOWING THE OCCUPATION OF THE

RESPONDENTS
OCCUPATION
Others 28
Businessmen 22
Professionals 15
Student 35
0 5 10 15 20 25 30 35 40
INFERENCE-
of occupation and a high percentage of the respondents are students.

54
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
TABLE 4.4 SHOWING THE MONTHLY FAMILY INCOME OF

THE RESPONDENTS
MONTHLY NO.OF PERCENTAGE

FAMILY INCOME RESPONDENTS
Below 25000 10 10%
25000-50000 42 42%
50000-75000 30 30%
75000 and Above 18 18%
TOTAL 100 100%
ANALYSIS
The above table analysis the monthly family income of the respondents at
Wills Lifestyle.
42% of the respondents have a family monthly income between 25000-

50000, 30% fall in 50000-75000 bracket, 18% above 75000 and 10% of
the respondents below 25000.

55
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
CHART 4.4 SHOWING THE MONTHLY FAMILY INCOME OF

THE RESPONDENTS
MONTHLY FAMILY INCOME
50 42
40
30 Below 25000
30 25000-50000
18
20 50000-75000
10 75000 and Above
10
0
NO.OF RESPONDENTS
INFERENCE-
of monthly family income and a high percentage of the respondents have
a family income between 25000-50000.

56
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
TABLE 4.5 SHOWING THE PREFERENCE OF SHOPPING BY

THE RESPONDENTS
FACTORS NO.OF PERCENTAGE

RESPONDENTS
Retail stores 8 8%
Exclusive showroom 24 24%
Malls 40 40%
Exhibitions 12 12%
Discount stores 16 16%
TOTAL 100 100%
ANALYSIS-
The above table analysis the data regarding the shopping preference by
the respondents for their apparels.
It is seen that 40% of the respondents prefer to shop from malls which is
the majority followed by 24% from exclusive showrooms, 16% from
discount stores, 12% from exhibitions and the least being the retail
stores which is 8%.
TABLE 4.5 SHOWING THE PREFERENCE OF SHOPPING BY

THE RESPONDENTS

57
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
PREFERENCE OF SHOPPING
16% 8%
Retail stores
12% 24% Exclusive showroom
Malls
Exhibitions
40% Discount stores
INFERENCE-
Thus it can be inferred that majority of the respondents prefer purchasing

from varied stores and very few of them are loyal to the specific shop.
TABLE 4.6 SHOWING THE BUYING BEHAVIOUR OF THE

RESPONDENTS

58
CONSUMER BEHAVIOUR
WILLS LIFESTYLE

RESPONDENTS
Need 13 13%
On impulse 40 40%
During festivals 18 18%
Month end 9 9%
Special occasion 20 20%
TOTAL 100 100%
ANALYSIS –
Festivals, special occasions etc influences the purchasing decision of the

customers.
The above table analysis the data regarding the time of the year people
prefer purchasing their products. It can be observed that 36% of the
respondents are impulsive buyers, 18% buy on special occasion, 16
during festivals, 12% according to their needs and 8% prefer buying on

month ends.
CHART 4.6 SHOWING THE BUYING BEHAVIOUR OF THE

RESPONDENTS

59
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
BUYING BEHAVIOUR
Special occasion
Month end
During festivals
On impulse
Need
0 5 10 15 20 25 30 35 40
INFERENCE-
Thus it can be inferred that majority of the respondent are not time bound
in their purchase and are impulsive buyers.
TABLE 4.7 SHOWING THE RESPONDENTS COMPANY WHILE

SHOPPING

60
CONSUMER BEHAVIOUR
WILLS LIFESTYLE

RESPONDENTS
Alone 20 20%
Friends 45 45%
Parents 12 12%
Spouse 8 8%
Others 15 15%
TOTAL 100 100%
ANALYSIS-
The above table analysis the company preferred by the respondents.
Accordingly it can be observed that 45% of the respondents prefer to

shop with their friends followed by 20% who prefer to shop alone, 15%
with others, 12% with parents and 8% with their spouse respectively.
CHART 4.7 SHOWING THE RESPONDENTS COMPANY WHILE

SHOPPING

61
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
CHART 7. ACCOMPANIED BY
45
45
40
35
30
25
20
20
15
15 12
10 8
5
0
Alone Friends Parents Spouse Others
INFERENCE-
Hence it can be inferred that a high percentage of the respondents prefer

to shop with their friends as Wills Lifestyle being a store for trendy
products encourages impulsive buying.
TABLE 4.8 SHOWING THE PURCHASE OPINION GIVEN TO THE

RESPONDENTS

62
CONSUMER BEHAVIOUR
WILLS LIFESTYLE

RESPONDENTS
Own 12 12%
Friends 45 56%
Parents 24 24%
Spouse 12 12%
Others 7 7%
TOTAL 100 100%
ANALYSIS
The people who accompany the customer are highly influential on

his/her shopping behaviour.
The above table analysis the purchase opinion given by different people
to the respondents accounting to friends being the majority showing
45%,24% parents,12% take their own decision,12% from their spouse
and 7% depend on others respectively.
CHART 4.8 SHOWING THE PURCHASE OPINION GIVEN TO

THE RESPONDENTS

63
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
PURCHASE OPINION
Others Own
Spouse
7% 12%
12%
Parents
24% Friends
45%
INFERENCE-
Thus it can be inferred that friends are the most influencing group of all
the groups of people indicating this as the target market.
TABLE 4.9 SHOWING THE CUSTOMERS EXPECTATIONS

WHILE SHOPPING

64
CONSUMER BEHAVIOUR
WILLS LIFESTYLE

RESPONDENTS
Quality 32 32%
Price 20 20%
Variety 25 25%
Brand 15 15%
Exchange facility 8 8%
TOTAL 100 100%
ANALYSIS
People have different expectations from different products and to fulfill

them should be the basic objective of any company.The above table
indicates the expectations of the respondents while shopping.
32% of the respondents expect a high level of quality followed by 25%

who expect variety, 20% price, 15% brand and 8% of the respondents
looks for a favorable exchange facility.
CHART 4.9 SHOWING THE CUSTOMERS EXPECTATIONS

WHILE SHOPPING

65
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
CUSTOMERS EXPECTATIONS
35 32
30 25
Quality
25 20
Price
20 15
Variety
15
8 Brand
10
Exchange facility
5
0
NO.OF RESPONDENTS
INFERENCE-
Thus it can be inferred that the respondents expect high level of quality
while purchasing a product and hence to satisfy them ,the company
should maintain high quality standards
TABLE 4.10 SHOWING THE FREQUENCY OF VISITS BY THE

RESPONDENTS

66
CONSUMER BEHAVIOUR
WILLS LIFESTYLE

RESPONDENTS
Weekly once 10 10%
Once in 15 days 41 41%
Monthly 32 32%
During special events 17 17%
TOTAL 100 100%
ANALYSIS
The above table analysis the frequency of visits made by the respondents
to Wills Lifestyle.
41% of the respondents visit once in 15 days ,32% monthly,17% during

special events and 10% of the respondents visit once a week.
CHART 4.10 SHOWING THE FREQUENCY OF VISITS BY THE

RESPONDENTS

67
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
FREQUENCY OF VISIT
50
41
40
32
30
20 17
10
10
0
Weekly Once in 15 Monthly During
once days special
events
INFERENCE-
Thus it can be inferred that most of the respondents visit Wills lifestyle
on a frequent basis of 15 days hence requiring periodly updation of the
stock.
TABLE 4.11 SHOWING THE COMPARISON BY THE

RESPONDENTS TOWARDS THE BRANDS ACCORDING TO
THEIR APPEAL

68
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
RESPONDENTS
United colors of 44 44%
Benetton
Provogue 8 8%
Allen solly 18 18%
Others 30 30%
TOTAL 100 100%
ANALYSIS
In today’s market the customer is the king. He has many options for
making his purchase decisions. The above table analysis the data
regarding the respondents preference in purchasing products from other
brands if not Wills Lifestyle.
44% of the respondents prefer to buy from United colors of Benetton,

30% from others, 18% from Allen solly and 8% of the respondents prefer
to buy from provogue.
CHART 4.11 SHOWING THE COMPARISON BY THE

RESPONDENTS TOWARDS THE BRANDS ACCORDING TO
THEIR APPEAL

69
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
50
45
40
35
30
25 Series1
20
15
10
5
0
united provogue allen solly others
INFERENCE-
Thus it can be inferred that a very high percentage of the respondents

prefer to buy from united colors of Benetton to any other brand.
TABLE 4.12 SHOWING THE SOURCES OF AWARENESS

70
CONSUMER BEHAVIOUR
WILLS LIFESTYLE

RESPONDENTS
Advertisement 25 25%
Friends 52 52%
Family 10 10%
Others 40 40%
TOTAL 100 100%
ANALYSIS-
The above table analysis the source of awareness of the respondents at

Wills Lifestyle store.
Friends were the main source of awareness accounting to

52%.Advertisement, families and others accounted for 25%, 10% and
40% respectively.
CHART 4.12 SHOWING THE SOURCES OF AWARENESS

71
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
25
40
A d v e r t is e m e n t
F r ie n d s
F a m ily
O th e r s
10
52
INFERENCE-
It can be inferred that friends were the most important source of creating
awareness. Recommendation from others also played an important role
in creating awareness among the respondents

72
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
TABLE 5.13.1 SHOWING THE CUSTOMERS PERCEPTION

TOWARDS PRICE

RESPONDENTS
Satisfied 12 12%
Highly satisfied 2 2%
Neutral 56 56%
Dissatisfied 30 30%
Highly dissatisfied 0 0%
TOTAL 100 100%
ANALYSIS-
Price is the most important factor a customer looks for while shopping.
The above table analysis the opinion of the respondent about the price
range of Wills Lifestyle products.
12% of the respondents are satisfied with the price range offered by Wills
Lifestyle but 30% of the respondents are not satisfied with the same. 2%
of the respondents are highly satisfied with the price range. Neutral
accounts to 56% of the total respondent.
CHART 5.13.1 SHOWING THE CUSTOMERS PERCEPTION

TOWARDS PRICE

73
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
C U S T O M E R S P E R C E P T IO N T O W A R D S P R IC E
60 56
50
40
30
30
20 12
10 2 0
0
S a tis fie d H ig hly N eu tra l D is s atis fie d H ig hly
s a tis fie d d is s a tis fie d
INFERENCE-
Thus it can be inferred that majority of the respondent have neutral view
about the price range but there is large percentage of respondents who are
not satisfied with the price range offered by Wills Lifestyle.

74
CONSUMER BEHAVIOUR
WILLS LIFESTYLE

TOWARDS THE LOCATION

RESPONDENTS
Satisfied 39 39%
Neutral 22 22%
Dissatisfied 3 3%
TOTAL 100 100%
ANALYSIS-
The above table analysis the opinion of the respondents about the Wills
Lifestyle location.
39% of the respondents are satisfied with the present location of the store
but 3% of the respondents are not satisfied with the same whereas 34% of
the respondents are highly satisfied with the location and only 2% are
highly dissatisfied with the current location. Neutral accounts to 22% of
the total respondents.

TOWARDS THE LOCATION

75
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
C U S T OM E R S P E R C E P T IO N T O W AR D S T H E
L O C AT IO N
Highly dis s atis fied
Dis s atis fied
Neutral
Highly s atis fied
S atis fied
0 5 10 15 20 25 30 35 40
INFERENCE-
Thus it can be inferred that majority of the respondents are satisfied with
the location but there is a very small percentage of respondents who are
dissatisfied regarding the location of the store.

76
CONSUMER BEHAVIOUR
WILLS LIFESTYLE

TOWARDS THE AMBIENCE

RESPONDENTS
Satisfied 60 60%
Neutral 18 18%
Dissatisfied 2 2%
TOTAL 100 100%
ANALYSIS
The above table analysis the opinion of the respondent regarding the
interiors of Wills Lifestyle.
60% of the respondents are satisfied with the interiors of the store but 2%
of the respondents are not satisfied with the same whereas 18% of the
respondents are highly satisfied with the interiors and only 2% are highly
dissatisfied with the present interiors. Neutral accounts to 18% of the
total respondent.

TOWARDS THE AMBIENCE

77
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
C U STOMER S PER C EPTION TOW AR D S TH E

AMB IE N C E
Highly dissatisfied
Dissatisfied
Neutral
Highly satisfied
Satisfied
0 10 20 30 40 50 60
INFERENCE-
Thus it can be inferred that majority of the respondent are satisfied with
the present interiors.

TOWARDS THE QUALITY

78
CONSUMER BEHAVIOUR
WILLS LIFESTYLE

RESPONDENTS
Satisfied 50 50%
Neutral 34 34%
Dissatisfied 6 6%
TOTAL 100 100%
ANALYSIS-
High quality levels should be maintained in order to have satisfied

customers.
The above table analysis the perception of the respondents regarding the
quality of the products available at Wills Lifestyle.
50% of the respondents are satisfied with the quality of products available
at Wills Lifestyle but 6% of the respondents are not satisfied with the
same.10% are highly satisfied and Neutral accounts to 52% of the total
respondents.

TOWARDS THE QUALITY

79
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
C U S T O M E R S P E R C E P T IO N T O W A R D S Q U A L IT Y
0
H ig hly d is s atis fied
D is s a tis fie d 6
N eu tral 34
H igh ly s a tis fied 10
S a tis fie d 50
0 10 20 30 40 50
INFERENCE-
Thus it can be inferred that a very high percentage of the respondents are
satisfied with the quality of the products.

TOWARDS THE PRODUCT RANGE

80
CONSUMER BEHAVIOUR
WILLS LIFESTYLE

RESPONDENTS
Satisfied 37 37%
Neutral 51 51%
Dissatisfied 8 8%
TOTAL 100 100%
ANALYSIS-
A customer becomes a loyal customer only if he is satisfied with the

range of products available in the store. The above table analysis the
opinion of the respondents about the product range of Wills Lifestyle
store.
37% of the respondents are satisfied with the present product range but
8% of the respondents are not satisfied with the same. 51% of the
respondents fall under the neutral category. 4% of the respondents are
highly satisfied with the current product range.

TOWARDS THE PRODUCT RANGE

81
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
C U S TOME R S P E R C E P TION T OW AR D S R AN GE
OF P R OD U C TS
60 51
50 S atisfied
37
40 Highly satis fied
30 Neutral
20 Diss atisfied
8
10 4 Highly dis satis fied
0
0
1
INFERENCE-
Thus it can be inferred that majority of the respondent have neutral view
about the product range but there is large percentage of respondent who
are satisfied with the current product range offered by Wills Lifestyle.

TOWARDS THE CUSTOMER SERVICE

82
CONSUMER BEHAVIOUR
WILLS LIFESTYLE

RESPONDENTS
Satisfied 48 48%
Neutral 33 33%
Dissatisfied 2 2%
TOTAL 100 100%
ANALYSIS-
Customer service should be the most important objective of any concern

in order to have satisfied customers.
The above table analysis the opinion of the respondent regarding the
customer service at Wills Lifestyle store.
48% of the respondents are satisfied with the present service but 2% of
the respondents are not satisfied with the same. 33% of the respondents
fall under the neutral category. 17% of the respondents are highly
satisfied with the current service at the store.

TOWARDS THE CUSTOMER SERVICE

83
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
C U S T OME R S P E R C E P TION TOW AR D S

C U S T OME R S E R V IC E
48
50
40 33 S atis fied
Highly s atis fied
30
Neutral
17
20 Dis s atis fied
Highly dis satisfied
10 2 0
0
INFERENCE-
Thus it can be inferred that majority of the respondent are satisfied with
the customer service at Wills Lifestyle and very small percentage of
respondent who are dissatisfied with the current service offered at Wills
Lifestyle.

TOWARDS THE DISCOUNTS AND OFFERS

84
CONSUMER BEHAVIOUR
WILLS LIFESTYLE

RESPONDENTS
Satisfied 8 8%
Neutral 52 52%
Dissatisfied 30 30%
TOTAL 100 100%
ANALYSIS –
Periodly Discounts and special offers appeal to the customers
The above table analysis the opinion of the respondents about the various
discounts and offers given by Wills Lifestyle.
8% of the respondents are satisfied with the discounts and other offers
given by Wills Lifestyle but 30% of the respondents are not satisfied with
the same. Only 10% are highly dissatisfied with the discounts and offers.
Neutral accounts to 52% of the total respondent.

TOWARDS THE DISCOUNTS AND OFFERS

85
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
C U S T OM E R S P E R C E P T ION T OW AR D S T H E
D IS C O U N T S AN D OF F E R S
10% 8% 0%
S atis fied
Highly s atis fied
Neutral
30% Dis s atis fied
52% Highly dis s atis fied
INFERENCE-
It can be inferred that majority of the respondent were dissatisfied with

the various discounts and offers offered by Wills Lifestyle.
TABLE 5.14 SHOWING THE CUSTOMERS PERCEPTION

TOWARDS WILLS LIFESTYLE SHOWROOM

86
CONSUMER BEHAVIOUR
WILLS LIFESTYLE

RESPONDENTS
Excellent 30 30%
Good 62 62%
Fair 8 8%
TOTAL 100 100%
ANALYSIS-
The above table analysis the data regarding the overall rating of the Wills
Lifestyle showroom by the respondents.
62% of the respondents find the showroom to be good, 30% find it

excellent and 8% feel it’s not up to the mark.
CHART 5.14 SHOWING THE CUSTOMERS PERCEPTION

TOWARDS WILLS LIFESTYLE SHOWROOM

87
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
C U S T O M E R S P E R C E P T IO N T O W AR D S W IL L S
L IF E S T YL E
70 62
60
50
40 30
30
20
8
10
0
E x c ellent G ood F air
INFERENCE-
Thus it can be inferred that a very high percentage of the respondents are
happy with the wills lifestyle store in regard to product,variety, quality
etc.
TABLE 5.15 SHOWING THE CUSTOMERS PERCEPTION

TOWARDS THE DISPLAY

88
CONSUMER BEHAVIOUR
WILLS LIFESTYLE

RESPONDENTS
YES 61 61%
NO 32 32%
CAN'T 7 7%
SAY
TOTAL 100 100%
ANALYSIS
The above table analysis if the display in the showroom has any appeal to
the respondents of the Wills Lifestyle.
61% of the respondents found the display appealing whereas 32% of the
respondents were not satisfied. 7% were not certain to say about it.
CHART 5.15 SHOWING THE CUSTOMERS PERCEPTION

TOWARDS THE DISPLAY

89
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
ATTR AC T ION TOW AR D S TH E D IS P L AY
7%
32% Y es
No
c an't s ay
61%
INFERENCE-
Thus it can be inferred that a very high percentage of the respondents

found the display appealing.
TABLE 5.16 SHOWING THE SUGGESTIONS OF CUSTOMERS TO

IMPROVE THE MARKET SHARE OF THE COMPANY

90
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
RESPONDENTS
Create more 13 13%
awareness
improve quality 9 9%
less pricing 42 42%
more outlets 16 16%
any other 0 0%
more offers, 20 20%
discounts
TOTAL 100 100%
ANALYSIS-
The above table analysis is the data about the suggestions of customers
regarding improving the market share of the company in present
situation.
42% of the customers opinion is to decrease the price of the garments,

20% suggest to offer more discounts, 13% suggest to create more
awareness in the market,16% tells that outlets should be increased, only
9% suggest about improving the quality of the garments, there are no any
other suggestion.
CHART 5.16 SHOWING THE SUGGESTIONS OF CUSTOMERS TO

INCREASE THE MARKET SHARE OF THE COMPANY.

91
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
s u g g e s tio n to im p ro v e th e ir m a rk e t
45
40
35
30 N O .O F R E S P O N D E N TS
25
…
20 42
15
10 20
16
13
5 9
0 0
c re a t e m o reim p ro ve q u a lit lye s s p ric in g m o re o u tle ts a n y o th e r m o re o ffe rs ,
a w a re n e s s d is c o u n ts
INFERENCES-
Thus it can be inferred that a high percentage of customers are in support

of reduction in prices to increase the market share of the company.
SUMMARY OF FINDINGS
Based on the analysis and interpretation we have the following findings:
 High percentage of the respondents is in the 20-30 years of age group.

92
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
 On the bases of gender there were more females as compared to

males.
 Majority of the respondents who purchased from Wills Lifestyle were
students.
 Majority of the respondents have a monthly family income between
25000-50000 which means that upper middle or upper class is
targeted.
 Most of the respondents prefer purchasing from varied stores and thus
there is a possibility of low store loyalty.
 Majority of the respondents are not time bound in their purchase and
are impulsive buyers.
 A high percentage of the respondents prefer to shop with their friends.
It was also seen that age plays an important role in deciding the
company for shopping.
 Friends are the most influencing group of all the groups of people thus
indicating this as the target market.
 It was found that most of the respondents expect a very high level of
quality from the products they purchase.
 Most of the respondents visit Wills Lifestyle at least once in 15 days
with students being the main visitors.
 As most of the respondents are young they prefer purchasing from
Benetton apart from Wills Lifestyle.
 Friends are the most important source for creating awareness among
the respondents.
 It was found that most of the respondents were satisfied with respect
to location, quality, ambience, customer service and had a neutral

93
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
view regarding price, product range and the discounts and offers
provided by Wills Lifestyle. There were very few respondents who
were either highly dissatisfied or dissatisfied regarding the above.
 High percentage of the respondents are happy with the overall
performance of Wills Lifestyle including the display which is of a
great appeal to them.
6.1 RECOMMENDATIONS:
1. As there is very low store loyalty among the respondents, Wills

Lifestyle has to create a niche for itself.

94
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
2. As it is found that friends are the most influencing group for all the
group of people, Wills Lifestyle should consider this as there target
market and target this group for increasing their sales.
3. As Wills Lifestyle clothing and accessories is a part of ITC group it
should spend more on advertisement and sponsor corporate events
to create awareness Advertisement through radio and newspaper
will help them to create awareness to a greater extent.
4. Wills Lifestyle should try and create more awareness for its low
priced products because only handful of people know about this
and most of them perceive that Wills Lifestyle products are high
priced.
5. Though few people are not satisfied with the current location for
various reasons, Wills Lifestyle should try and open few more
branches in some of the main area away from current location.
6. Wills Lifestyle should give more discounts and offers particularly
during local festival or main festivals and should create awareness
for the same through newspaper or radio or by putting hoardings at
main places.
7. Respondents feel that Wills Lifestyle has limited sets of design.
They suggest Wills Lifestyle should introduce few more sets of
design and create awareness for the same through window display.
8. Respondents prefer Wills Lifestyle products in other shopping
malls. For the same they suggest Wills Lifestyle to keep their
products in big shopping malls because there is a large percentage
of respondents who shop only in big shopping malls and not in any
exclusive store. So availability of products at different places will
increase the sale and create new customers.

95
CONSUMER BEHAVIOUR
WILLS LIFESTYLE
6.2 CONCLUSIONS
Modern marketing is consumer oriented. Market survey on consumer

behavior is very much essential for every marketer to make decisions.
The purchasing power of the consumer has also increased giving rise to
his wants and needs. It is over here that retail outlet such as Wills
Lifestyle has come into picture satisfying the various consumer needs.
From the survey conducted on the consumer behavior towards Wills

Lifestyle the following can be concluded:
1. A large number of customers are satisfied with the variety of the

products but according to a small percentage of customers the
varieties should be increased.
2. More than half of the respondents are happy with the quality and
availability of the products.
3. Most of the Customers are delighted with the location of the Wills
Lifestyle as it is located in the midst of Bangalore city, but not all.
4. Since price is the most important factor the customers look in, wills
lifestyle has not succeeded much in keeping up its image for value
of money, as its price has been rated neutral followed by many of
its customers being dissatisfied.
5. Most of the customers are satisfied with the present ambience and
the customer services offered by Wills Lifestyle.
Thus it can be concluded that Wills Lifestyle has succeeded in keeping up
its image by providing variety of products, quality but needs
improvement in regard to price and offering value for money to their
customers.

96

Consumer Behaviour Towards Readymade Garments With Reference To ITC

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What are some of the factors influencing consumer buying behavior?

What are some of the factors influencing consumer buying behavior?

What are the stages in the consumer buying process?

What are the stages in the consumer buying process?

CONSUMER BEHAVIOUR

1.1 THEORETICAL BACKGROUND OF THE STUDY:

Marketing Research has wider meaning and scope. It is the

The American Marketing Association defines Marketing Research

Marketing Research is the function which links the customer,

Marketing Research is concerned with all those factors which

C.B. is defined as the behaviour that consumers display in

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE

The study of consumer behavior dwells from various themes the

The aim of marketing is to meet and satisfy target customers’

All the firms have started considering “customer” as the “king or

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE

Marketers have woken up to the reality that they exist in a competitive

A customer purchases a particular product or service because of a strong

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE

The impulses, considerations, and desires that induce a person to be

1. Emotional product motives.

Rational product motives: Rational product motives, on the other hand,

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE

PATRONAGE BUYING MOTIVES:

Why do buyers purchase from specific shops? What are the

Emotional patronage motives: Emotional patronage motives are those

Rational patronage motives: If a buyer solicits a particular shop after

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE

As mentioned earlier, even patronage motives can be a

Buying Behaviour: Consumer decision making varies with the type of

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE

WORKING TOWARDS ENHANCING CUSTOMER SATISFACTION

1. Pre sales: During this stage, the customer’s expectations are

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE

• Its availability or sales outlet.

• Opportunity to inspect the products.

• If required necessary support or advice must be provided.

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE

the quality of the core product or service offered by the company in

Personality-An individual’s personality relates to perceived personal

Each culture consists of smaller subcultures that provide more specific

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE

It is the divisions of people in the society, which are hierarchically

Roles and Status

Roles represent the position we feel we hold or others feel we should

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE

roles and status of person. It influences a person in taking a certain

Products choice is greatly affected by ones economic circumstances.

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE

It is the pattern or way of living of a person. This will be indicated

Motivation- Motivation relates to our desire to achieve a certain

A motivated person is ready to act. How the motivated person actually

Involves changes in an individual’s behavior arising from experience or

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE

Beliefs and Attitudes

A belief is a descriptive thought that a person holds something. Through

An attitude is a person enduring favorable or unfavorable evaluations,

THE FIVE STAGES IN CONSUMER BUYING PROCESS