CONSUMER BEHAVIOUR Watches & Ethnic Apparel

GROUP 3

Consumer Behavior
Meaning: Consumer behavior is the study of

how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
Objective Ethnic Apparel(Street Shopping) Watches

Sampling

Watches
Consumer Durables
Characteristic Features Places: Titan Showroom

Marketing Exchanges: High Involvement, One

time purchase, Individual or Group.

Competition for watches

Enterprise competition
Rolex

Form competition
Wall clock

Generic competition
Mobile Phones

Desire level competition

Titan

Sun dial

Who dont wear watches

Tissot

Hour glass

Omega

Water Clock

Watches
Consumer Consumer Consumer Consumer Consumer 1 2 3 4
Shopper Purpose of Shopping Impulsive/ Planned Choice Purchase Decision
Middle aged man (in 50s) Two men (friends)
Husband- Wife Watch for the Husband Old Lady ( 60+)

Watch for Self

Watch for friend

Watch for self

Impulsive

Planned

unplanned

Impulsive

Skagen worth Tommy Hilfiger Titan Automatic, Rs. 7795/worth Rs. 5995/Nebula Gold Influenced by Influenced by his each other and a previous purchase phone call. Very Confused.

Fastrack

Watches
Consumer Consumer Consumer Consumer Consumer 1 2 3 4 Time Taken
10 mins 20 mins 25 mins 15 mins

Salesman
Appearance of Shopper

Informative

Informative Well dressed. Semi Formals

Very Patient. Well Dressed. Semi formals.

Helpful Traditional casuals

Casual

Mode of Transport
Mode of Payment

Car

Car

Car

Walking

Credit Card

Credit Card

Not Purchased

Did not purchase

Analysis of Watches
Most of the buyers take a long time to choose

watches. Most purchases are planned as watches are costly items. Every buyer had a typical choice and were searching for items based on their previous experience, personality and their attitude Buyers social class and peers had a great influence in their choice of watches. Most buyers had a preconceived idea of what they wanted to buy which is evident from time taken for shopping

Ethnic Wear
For Men and Women Embroideries Product Category: Soft Goods Characteristics Place: santacruz market

Competition for Ethnic wear

Enterprise competition
Seasons

Form competition
Jeans & tshirts 3/4ths Shorts

Generic competition

Desire level competition

People not wearing ethnic wear at all

Biba

Tailors and Designers

Millenium
Others

Formals

Ethnic Wear Women

Consumer Shopper Purpose of Shopping Impulsive/ Planned Consumer 1
Female (38-45 yrs)

Consumer 2
Female (28-35 years)

Consumer 3
Young Girl(18-23)

Regular wear

Regular wear

Party wear

Planned

Planned

Impulsive

Choice
Purchase Decision

Fancy kurtis with work

Plain kurtis

Design kurtis Influenced by her friend

Influenced by other Influenced by daughter shoppers

Ethnic Wear Women

Consumer Time Taken Consumer 1
20 minutes

Consumer 2
10 minutes

Consumer 3
5 minutes

Salesman
Appearance of Shopper

Minimal role

Minimal role

informative

Casual wear

Casual wear

Traditional wear

Mode of Transport
Mode of Payment

walking

Walking

Walking

Cash

Cash

Cash

Analysis Women's Shopping Pattern

More no of planned buyers in ethnic wear Most buyers have a preconceived idea of what they

wish to buy.
People accompanying the shoppers have an

influence over them.

Women who spent more time were more likely to buy

the clothes

Ethnic Wear Men

Consumer Shopper
Purpose of Shopping

Consumer 1
Male(35-40)

Consumer 2
Male(26-30)

Occasional wear

Occasion wear

Impulsive/ Planned
Choice Purchase Decision

Planned

Planned

Kurtas with work

Plain color with some work

Influenced by wife

Influenced by friend

Ethnic Wear Men

Consumer Time Taken Consumer 1
20 minutes

Consumer 2
10 minutes

Salesman
Appearance of Shopper

informative

Informative

Traditional wear

Traditional wear

Mode of Transport Mode of Payment

Bike

Walking

cash

Did not purchase

Analysis - Mens shopping pattern

One shopkeeper was himself wearing ethnic wear which

influenced the buyers.

Men more often planned their ethnic wear purchases. Most of the men were looking for kurtas with work. Men were influenced by their wife or a female friends

opinion.
Men spent a longer time in selecting the kurtas. The culture and family background affects the purchase

behavior of buyer.

Factors Influencing Purchase Decision

Comparison
Watches
High Involvement One Time Purchase Showrooms, Retail Outlets Branded Discounts Lone Shop

Ethnic Apparel (Street Shopping)

Low Involvement Frequent Purchase Street Shops Local Bargain Dedicated Market.

Need Recognition Exposure STIMULI -Marketer dominate -Other Attention M E

Prepurchase Alternative Evaluation

EXTERNAL -Culture

Internal

Search

-Sub culture -Family -Social group etc

Comprehension
Acceptance Retention

M O R

INDIVIDUAL -Attitudes

Purchase
Consumption

-Learning -Perception -Motivation -Self Image etc

External Search

Result
Dissatisfaction Satisfaction VARIABLES

INPUT

INFO PROCESS

DECISION PROCESS

To add
Planned / impulsive

Random sampling Raseshh Make. Gunjan

Speak. Analysis - Watches Factors influencing buying decisionRahil.