PROJECT ON JEANS RETAIL OUTLET -
August 24th, 2009
Aadharshila Brand solution was planning to launch an event called “JEAN JANOON” for their client “The HUB” a multi brand outlet for apparel. The purpose of event is to increase the sale of jeans. We decided to have a market research on jean buying behavior of consumer of Baroda city so that based on our research we can design the strategy for “JEAN JANOON” event. During the event we decided to get feedback from customer who visits “The HUB” multibrand retail outlet so that appropriate primary data can be collected for designing IMC strategy for “The HUB”.
The survey was conducted outside shopping malls, multiplexes in Baroda city. This study was carried out to determine different factors affects the purchase decision for a pair of jeans, consumer preferences for different brands, and ways to effectively influence consumer decisions. This study is specifically carried out for advertising purpose, a market research to understand consumer behaviour so that appropriate integrated marketing Communication tools can be applied.Also, specific information is collected regarding purchasing behavior and perception of jean as apparel. Data was collected using judgment sampling; with a sample size of 100 respondents those were wearing a jean (60% males and 40% female).
It was found during study that on average consumers wears jean 4-5 days in week with 6-7 jeans in their wardrobe. Most of them like to wear “comfort fit” followed by “straight fit”. T-shirt is the mostly preferred by respondents when it comes to pairing with jean. Study shows that 48% of respondents are brand conscious where rest of them does not prefer any specific brand. Spykar is the leading in consumer preference list of jeans brands followed by Lee and Levi’s.
Shopping malls is the most preferred point of purchase for jeans followed by small retailers and multi brand outlets. Print ads in magazine and news paper is seen most effective medium followed by television. As research is being carried out for the advertising purpose, information about which respondents perceive as a role model was needed and Sports star is perceived as roll model by maximum no. of respondents with 26 out of 100 responses followed by music star and business professional. It was found that male respondents were less brand conscious than female. There is no particular fashion trend among males, but females are more conscious towards seasonal fashion trends. “Fitting” and “style” are the major attributes considered by customer while buying jeans.
From these results, I have determined following recommendation to the client firm the HUB.
Study shows that females are more brand conscious compared to males, so we should look for promoting more ladies jeans and designing special segment for ladies.
And, it is also advisable to design special events targeting ladies and providing them other style accessories which can be used with jeans.
According to research, spykar brand of jeans tops the preference chart, so it is advisable to add spykar brand into the collection.
The hub can use internet services to reactivate customer purchases such as sending out birthday or anniversary cards, or off season promotional mails.