Fabindia Consumer Behavior
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swathravFabindia Consumer Behavior
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swathrav- Introduction: This section introduces the topic of consumer behavior and sets the theme for FabIndia's market analysis.
- Objectives: Outlines the main research objectives focusing on consumer demographics and psychographics.
- Core Values: Discusses FabIndia's core values related to promoting Indian craft traditions and contemporary design.
- Data Collection: Describes the tools and sample demographics used for data collection in the research.
- Observations: Presents key findings from the research on consumer shopping frequency and preferences.
- Competitors: Lists FabIndia's main competitors within the market including Westside and Pantaloons.
- FabIndia SWOT: Analyzes FabIndia's strengths, weaknesses, opportunities, and threats in the market.
- Suggestions: Provides recommendations for improving marketing strategies and customer engagement.
- Highlights: Summarizes the key highlights of the study regarding brand perception and customer demographics.
- Question Samples: Shows visual data representation from questionnaires about customer satisfaction and spending habits.
- The Visit: Features a visual display of FabIndia's store layout and product variety.
- The Team: Credits the individuals and team members involved in the research and presentation.
CONSUMER BEHAVIOR
O
B
• To observe consumer behavior, with the help
J
of demographics and psychographics analysis.
E
C
• Understanding behavioral patterns of
T
I consumers through this research
V
E
C
O F • Believes that there is a need for a vehicle for
R
A marketing the vast and diverse craft traditions of India
E
B and thereby help fulfill the need to provide and
V
I sustain employment
A N
L D • Blending indigenous craft techniques with
U I contemporary designs to bring aesthetic products to
E A today’s consumers
S
DATA
C
O • Survey questionnaires
L
L
E
• Defining sample:
C
T Respondents majorly from Pune, few from
I
O Mumbai and Spain
N
TOOLS
O • Out of total 25 people, 16 people shop at least
B
once in two months
S
E
R • Out of 16 people, 6 shop for more than once in a
V month
A
T
I • Three people shop once in 6 months
O
N
• 9 people shop once in a year
S
O • 64% of people shopping at least once in two months
B from the sample reveal that shopping for apparels is
S showing increasing trend
E
R
V • Need based shopping is on the increase
A
T • Formal and traditional attires are giving way to casual
I clothing
O
N
• Fabindia quite popular with the sample as a whole
S
O
B
• Disposable income, an important factor:
S
E Out of 25
R - 8 consumers spend 400-1000 in every visit and
V - 9 spend 1000-1600 in every visit
A
T
I • On a scale of 1 to 5, fabindia scored a 4 or 5
O
N by 17 people out of 20 on an average
S
C • Westside
O
M • W
P
• Sabhyata
E
T • Khadder
I
T • Shopper’s Stop
O
• Panataloons
R
S • Globus
Organized Retail: Stores like Shopper’s Stop,
C Pantaloons, Globus,etc
O S
M T
P R 1. Strong Pan-India presence and awareness
E E 2. Man-power expertise
T N 3. Competitive Pricing
I G
4. Robust supply chains and short product development
T T
life cycles
O H
R S 5. High marketing communications spend
S 6. Quality consciousness and adherence to standards
C 1. Product diversity lacking
W
O
E
M
A 2. Stock as per running trends and serve to fads-
P
K
E inconsistency towards churning out quality
N
T offerings in hand crafts
E
I
S
T
S 3. Authenticity of handcrafts-No craftsmark present to
O
E validate the crafts as against the Fabindia offerings
R
S which have the same imprinted on them
S
Government Initiatives: Cottage Industries
C Emporium, Khadi Gram Udyog, State Government
O Department
M
Strengths:- Weaknesses:-
P
E 1. Source of finances is [Link]-non-attractive
T fixed and subsidies boost to modern day shoppers are
these initiatives over time fed on the excellent
I ambiences of the
T 2. Tie-ups with foreign retail formats.
O governments facilitating
permanent trade of 2. Standardization defeats
R national handicrafts. customization hands-down.
S
C Designer Boutiques
O
M Strengths:- Weaknesses:-
P
1. Product customization 1. Exorbitant prices-not
E
T facilities-extremely high meant for masses
I 2. Highest level of 2. Not a robust supply
T customer intimacy- chain- not meant to be a
O Relationship marketing pan- India operation
R
S
F • Quintessential Indianness in fabric through the years
A Strenghts • Popular for authenticity of hand-woven fabric
B • ‡Sourcing system from rural India
W • ‡Sustainable employment opportunities to rural
I
skilled poor
N O
• Focus on customer retention instead of generation
D
I T • Large chunk of buyers are repeat purchasers
A
• ‡Insignificant spend on marketing
F
A S communications
B • Losing out on attracting new customers instead
Weaknesses of depending only on repeat purchase
I
• Brand perception: caters to the premium
N O
D category
I T • Price range
A • Service provided by staff personnel
•‡Latent potential of organic foods market
F •Leveraging changing consumer tastes & perceptions
A S •Awareness generation of merit in these foods
B •Use of Fabindia home furnishings in modular flats of
W buildings
I •‡If consumer buys this flat or any other, and is impressed,
N Opportunities will use Fabindia furnishings
D •‡Interactive website for designing as per individual
I T requirements , hence customization level is high
A ‡
•Entry of organized brands and companies into retail
F
A S •Tilt of Indian consumers towards foreign brands
B •Foreign brands alter lifestyle choices of the target
W market
I •Imported or designer home furnishings have greater
N O flaunt value vis-à-vis fabindia
D •Souvenir shops providing indigenous products at lower
I Threats
prices
A
S
U • More focus on advertising
G
G • Offers, sales offers, discount coupons
E
S • Loyalty based schemes
T
I • Better trained service personnel
O
(including better communication skills)
N
S
• Demographics: middle class and upper middle class,
H
middle aged individuals dominated by women
I
G
H • General attitude towards the brand: positive
L
I
• Service: service personnel clashed inconsistently with
G
H the store look and feel and brand identity
T
S • Came across repeat customers and brand loyalists
• Ambience:
H
I a. airy, open and inviting
G
b. harmonious and earthy, designed to appeal
H
L to the senses
I • Personal care and organic products were
G
H more impulsive purchases in nature, being
T positioned near the cash counter at the exit
S
point of the store.
Is this your first visit to Fab India?
Q
S
U 8
A 7
E
M 6
S
P 5 20 - 25
T 4 26 - 30
L
I 3 Above 31
E 2
O
S 1
N 0
No Yes
How much do you spend generally spend on clothes
in Fabindia?
Q
S
U 8
A 7
E
M 6
S 5
P 4
T Female
L 3
Male
I 2
E 1
O
S 0
N 400-1000 1000-1600 1600-3000 3000 and
above
Rate your experience at fabindia in terms of your satisfaction level for the
following : Service provided by sales staff (Home furnishing & décor)
Q 9
S
U 8
A 7
E
M 6
S 5
P
T 4 Female
L 3
Male
I
E 2
O 1
S
N 0
2
Male
3 Female
4
5
Rate your experience at fabindia in terms of your satisfaction level for the
following : Products range/variety (Jewelry and Accessories)
Q
S 5
U
A 4.5
E 4
M 3.5
S 3
P 20 - 25
T
2.5
26 - 30
L 2
I
Above 31
1.5
E 1
O 0.5 Above 31
S
N
0 26 - 30
2
3 20 - 25
4
5
Rate your experience at fabindia in terms of your satisfaction level for the
following : Price range offered (Home furnishing & décor)
Q 9
S
U 8
A
E 7
M
S
6
P 5
T Female
L 4 Male
I
E 3
O
S
2
N 1
0
2 3 4 5
T
H
E
V
I
S
I
T
T
H
E POOJA UDAIKUMAR
SNIGDHA KAPOOR
T SWATHI RAVICHANDRAN
E SYED HYDER
A
M
