Documente Academic
Documente Profesional
Documente Cultură
SUBMITTED BY
RUTU PATEL MASTERS OF FASHION MANGEMENT NIFT (GANDHINAGAR)
SUBMITTED ON 20-8-2013
Page 1
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai DECLARATION
I declare that I have completed the minor project on the topic Internship Project At HYPERCITY RETAIL (INDIA) LTD. I also declare that all the taken data has been acknowledged by me. I have put in efforts to complete this internship project successfully. .. [RUTU PATEL]
Page 2
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai CERTIFICATE
This is to certify that Rutu Patel has submitted the Project titled Internship Project At HYPERCITY RETAIL (INDIA) LTD. To Mr. Sharad Mohindroo. This particular work is her original work and has not been submitted to any other institution. She has duly acknowledged and given credit to the data, factual figures as well as concepts drawn from the numerous secondary sources. . [Mr. Sharad Mohindroo] Buyer Footwear Department HYPERCITY RETAIL (INDIA) LTD., MUMBAI
Page 3
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai ACKNOWLEDGEMENT
I am grateful to Mr. Sharad Mohindroo (Buyer of Footwear Department) my industry mentors for the project for their valuable inputs and comments for giving me this opportunity and for being a supportive and insightful guide to me. I would like to extend my gratitude to Mr. Sanjeev Bhatt (Category Manager footwear department) and the entire buying and fashion team without whose support this project would not have been completed. I am also thankful to the customers of Hypercity who had spent time to complete my survey. .. [RUTU PATEL] PGP in Fashion Management MFM (2012-14) Department of Fashion Management Studies, NIFT, Gandhinagar Date: 20-8-2013
Page 4
EXECUTIVE SUMMERY
As a part of training many activities were performed like conducting consumer survey, providing help during a new store opening of the hypercity retail India ltd at thane, making cost sheets and cut order sheets for footwear as well as kids wear department, making vendor evaluation form for footwear department. All this activity was a great learning. It actually helped in getting knowledge about the various field like marketing, retailing, forecasting and consumer behavior The survey with sample size of 100 was done in Mumbai to indentify the gap of assortment mix present in womens wear of Hypercity in terms of its competitors. It helped to know consumer profile of Hypercity what are their needs, what they want in merchandise, their spending habits, their shopping habits etc. Vendor evaluation form was mainly designed to establish certain standards, parameters and bases on which vendors can be evaluated. Making of cost sheets and cut order sheets for the footwear and kids wear department. Which made me aware of some of the formulas uses of excel. Promotions have been always an important marketing tool and co-coordinating the front end and back end was also important. While managing promotion and sale important aspects of marketing was learnt as well as actually implementing those aspects was really a value addition. To conclude, the research report ends with Survey findings, Recommendation, SWOT analysis, and further scope for this research.
Page 5
INDEX
SR. No 1 1.1 1.2 1.3 1.4 1.5 1.5.1 1.5.2 1.5.3 1.5.4 1.5.5 1.5.6 1.5.7 1.5.8 1.5.9 1.5.10 1.5.11 1.5.12 1.5.13 1.6 1.7 1.7.1 1.7.2 1.7.3 1.8 1.9 1.10 1.11 1.12 2 2.1 2.1.1 2.1.2 2.1.3 2.1.4 2.1.5 2.2 2.2.1 2.2.2 2.2.3 Table Of Content Chapter 1 Over View Of the Company Purpose of the project Background About Retail Industry About Rahejas About Hypercity Vision Business mission Objectives Segmentation Target Positioning Differentiation Business models Awards and Recognitions Partners About Fashion Brand in Hypercity Brand Portfolio Special Facility offered at Hypercity Problem Definition Literature Review Merchandising Different views of merchandising Rs of Merchandising Research Objective Research Methodology Research Design Sources of Data Collection Scope of the Research Chapter2 Store Analysis & Over view Of Departments Information about the store Malad Vashi Thane Grading of the store Comparison of the stores Functioning of various departments Visual Merchandising Marketing Department Human Resource Department Page No. 10 10 10 12 15 16 16 16 16 16 16 16 17 17 18 19 19 19 20 20 22 22 23 23 23 25 25 25
26 26 27 28 28 29 29 30 30 31 Page 6
50 50 50 50 51 53
61 62 63 65 66 66 67 68 69 70 70 70 70 71 71 72 72 77 77 80 81 82 83
Page 7
Page 8
Page 9
CHAPTER 1
OVER VIEW OF THE COMPANY
1.1 PURPOSE OF THE PROJECT
The purpose of this internship was to understand how different departments in an organization work especially the fashion section. The main purpose was to get exposure about the corporate world. It was undertaken to see the practical aspects of the industry, what is their day to day activities and challenges in the task. It was to gain a thorough knowledge of the functioning of merchandising department at a hypermarket. 1.2 BACKGROUND As a part of training many activities were performed like conducting consumer survey, providing help during a new store opening of the hypercity retail India ltd at thane, making cost sheets and cut order sheets for footwear as well as kids wear department, making vendor evaluation form for footwear department. All this activity was a great learning. It actually helped in getting knowledge about the various field like marketing, retailing, forecasting and consumer behavior The survey was done to indentify the gap of assortment mix present in womens wear of Hypercity in terms of its competitors. It helped to know consumer profile of Hypercity what are their needs, what they want in merchandise, their spending habits, their shopping habits etc. Vendor evaluation form was mainly designed to establish certain standards, parameters and bases on which vendors can be evaluated. Making of cost sheets and cut order sheets for the footwear and kids wear department. Which made me aware of some of the formulas uses of excel. Promotions have been always an important marketing tool and co-coordinating the front end and back end was also important. While managing promotion and sale important aspects of marketing was learnt as well as actually implementing those aspects was really a value addition. The internship helped to know industry in a better way and has built a strong platform for the future. 1.3 ABOUT RETAIL INDUSTRY
Retail in India is one of the pillars of its economy and accounts for 14 to 15 percent of its GDP. The Indian retail market is estimated to be US$ 450 billion and one of the top five retail markets in the world by economic value. India is one of the fastest growing retail markets in the world. The Retail
Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market. The India Retail Industry is gradually inching its way towards becoming the next boom industry.
Page 10
hypermarket is a superstore combining a supermarket and a department store. The result is an expansive retail facility carrying a wide range of products under one roof, including full groceries lines and general merchandise. Hypermarkets allow customers to satisfy all their routine shopping needs in one trip. Hypermarkets, like other big-box stores, typically have business models focusing on highvolume, low-margin sales The hypermarket/retail industry in India in the beginning of 2010 was valued at $37-billion. A hypermarket is a combination of a general merchandise store and a supermarket with full lines of groceries; it is a mammoth retail facility. It displays an enormous range of products under one roof. Typically, a hypermarket is weekend shopping destination that works on low price points and high volumes, covers a large floor area (anything from 40,000 square feet to 200,000 square feet) and has a larger catchment area. Across the world, hypermarkets are usually part of a retail park with other shops, cafeterias and restaurants. A key element of differentiation between the hypermarket and other retail formats (apart of the size) is that hypermarkets are typically destination locations. They are designed to attract customers to a significantly large with their low price offers, unique range and offers. Hypermarkets are operated by a few large corporate houses and retailers in India. In India, the hypermarket concept is in the nascent stage, retailers like Pantaloons and RPG have started hypermarket operations and they are aggressively expanding to all regions of India. Recent years have seen the entry of international retailers like SPAR entering as a hypermarket. Hypermarkets are also expanding into B class towns and are emerging as major competitors for both unorganized and organized retailers. The major cities where these hypermarkets are Delhi, Pune, Bangalore, Hyderabad, Mumbai, ahmedabad and Chennai. The hypermarket targets higher and upper middle class customers. It also specifically
targets working women and home makers who are the primary decision makers. The future of hypermarkets is looking profitable for a number of reasons, some of them are Demographic Dynamics Increasing work force Increasing use of credit cards Improving Infrastructure Profitable procurement channels National Institute of Fashion Technology, Gandhinagar Page 11
Technological improvement
India ranks 5th on global retail development index, is considered the second fastest growing economy in the world and ranks amongst the top 10 FDI destinations in the world. A huge opportunity exists in India, especially in the urban and semi-rural areas. Hypermarkets offer a one-stop shop for all customer needs. With an increasing workforce and decreasing spare time amongst the Indian population, hypermarkets are bound to be the beneficiaries. 1.4 ABOUT RAHEJAS
Retailing in India is up for transition. It has broken the safe and claustrophobic space of an eggshell and rearing to grow into a giant that will match the retailing practices of the west. K.Raheja Corp are the pioneers in organized retail by taking a first giant step to successfully establish a retail store know as Shopper Stop. The group is expanding its retail chains across the country on the back of the vast experience it gathered from feedbacks and keen observance of peoples taste keeping in tune with its culture, customs and income. Cross word, Inorbit Mall and Hyper city have set new bench marks on the basis of information and adaption of worldwide changes, innovations and new techniques in retailing practices
Page 12
Rahejas are into different forms of business like: Real Estate Retailing Hospitality Social Commitment 1.4.1 SHOPPERS STOP Shoppers Stop is one of the leading retail stores in India. Shoppers Stop began by operating a chain of department stores under the name Shoppers Stop in India. Shoppers Stop has 35 stores across the country and three stores under the name Home Stop. Shoppers Stop retails a range of branded apparel and private label under the following categories of apparel, footwear, fashion jewellery, leather products, accessories and home products. These are complemented by cafe, food, entertainment, personal care and various beauty related services. Shoppers Stop launched its e-store with delivery across major cities in India in 2008. The website retails all the products available at Shoppers Stop stores, including apparel, cosmetics and accessories. Shoppers Stop opened stores in Amritsar, Bhopal and Aurangabad. 1.4.2 CROSSWORD BOOKSTORES Crossword is the largest chain of bookstores in India with 52 branches. Shoppers Stop acquired 100 per cent stake in bookstore chain Crossword. Crossword is positioned as a lifestyle bookstore with their spacious, well laid out stores which encourage customers ease in browsing through the merchandise of books, music, stationary and toys. Shoppers Stop's sister stores are
1.4.3 HOMESTOP
HomeStop is premium home furnishings home concept store, which offers products in home decor, furniture and accessories, bath accessories, bedroom furnishings, mattresses, draperies, carpets, modular kitchens and health equipment. 1.4.4 BRIO Brio has 20 outlets in select cities. Caf Coffee Day (CCD), the retail division of Amalgamated Bean Coffee Trading (ABCTL), has signed a MoU with Shoppers Stop to run its BRIO outlets. 1.4.5 DESI CAFE Desi Caf and their operations have been taken over by Caf Coffee Day (CCD), the retail division of Amalgamated Bean Coffee Trading (ABCTL), has signed a MoU with Shoppers Stop to run its Desi Caf outlets. National Institute of Fashion Technology, Gandhinagar Page 13
Hypercity provides customers a wide variety of range of products for shopping in a large and modern retail environment. It offers a contemporary range of products, sourced from both local and international markets. The product range covers: Foods and Grocery, Homeware, Home Entertainment, Hi-Tech, Appliances, Furniture, Sports, Toys & Fashion. 1.4.7 M.A.C. M.A.C and Shoppers Stop Ltd. entered into a non exclusive retail agreement with cosmetics major Estee Lauder to open up M.A.C. Cosmetics stores in India. M.A.C. Makeup-Art Cosmetics - the professional brand of choice, is the first brand under the Estee lauder Group of Companies portfolio to enter the Indian retail market. Currently there are 9 M.A.C. stores operating 1.4.8 ARCELIA Arcelia is a new retail concept aiming at the growing accessories and cosmetics segment, with a strong emphasis on experience and indulgence and primarily caters to discerning women shoppers. It retails cosmetics, fragrances, fine jewellery, footwear, handbags. 1.4.9 MOTHERCARE MotherCare and Shoppers Stop come together to introduce products for infant and toddler care which stocks a variety of products for mother and babies, toddlers and children till eight years of age with the focus being on style, function and safety. The UK-based maternity and kidswear brand has nine standalone and 13 shop-in-shop formats. 1.4.10 NUANCE GROUP Nuance Group with Shoppers Stop makes an entry into airport retailing. The alliance is marked with a joint venture with The Nuance Group AG of Switzerland, the worlds leading airport retailer. Shopper's Stop Ltd. is handling the retail operations at the duty free zones in international terminals. The joint venture company, called Nuance Group (India) Private Limited. is operating outlets at the International airports at Bengaluru and Hyderabad. 1.4.11 HYPERCITY-ARGOS Hypercity-Argos and Shoppers Stop, the two retail ventures of K Raheja group had signed a memorandum of understanding with UKs leading retail chain Home Retail group to develop the Argos (retailer) retail format stores in India. Two years later, Shoppers Stop Ltd has informed Bombay Stock Exchange shall wind down and discontinue its catalogue retail operations under the Hypercity-Argos brand. 1.4.12 TIMEZONE Shoppers Stop forayed into the Entertainment sector by acquiring 45% stake in Timezone Entertainment Private Limited which is in the business of setting up and operating Family
Page 14
Hypercity Retail (India) Ltd. is part of the K. Raheja Corp. Group, a leader in the Indian retail sector. K Raheja Corp helped create retail boom in India with Shopper's Stop, Inorbit Mall and Crossword apart from their successes in realty and hospitality. Hypercity is hyper market in the true sense and offers its customers a dominating assortment of quality products at great value in a large, modern and exciting format. It also offers other value added services like consumer finance, ATM facility, telecom services, Bakery and Restaurants etc under one roof. Hypercity launched its first store in Malad, Mumbai, which is spread over 1,20,000 sq ft. Today, Hypercity has accomplished a total of 10 stores since National Institute of Fashion Technology, Gandhinagar Page 15
1.5.3 OBJECTIVE
To provide an international shopping experience, where customers can shop in comfort in a large, modern, & exciting environment.
To provide the customers with quality products at a value price. (Value relative to the market, also with respect to design and quality) To offer the convenience of everything under one roof .
1.5.4 SEGMENTATION Hypercity provides access to upper middle class of market segment. 1.5.5 TARGET Target audience of Hypercity is upscale yet they expect value-for-money shopping. 1.5.6 POSITIONING Hypercity positions itself as a format that offers an assortment of products across categories. Customers can expect to discover something new whenever they walk in 1.5.7 DIFFERENTIATION High availability of product on shelf, minimal out- of stock issues, and an increased brand loyalty among its customers has enabled Hypercity, to differentiate itself from the competitors.
Page 16
1.5.10PARTNERS To bring Indian shoppers a world-class retailing experience, Hypercity has partnered with the best of class. JHP Hypercity has partnered with JHP of London for in-store design. JHP is a world-class retail design firm with considerable experience in large format stores around the world.
JDA Hypercity has deployed best of breed technology infrastructure from JDA, which is the leading global retail technology provider. The JDA suite comprises of the Merchandise Management System (MMS), WinDSS point of sale, E3 Advanced Replenishment, and Intactix space planning modules. The system ensures that customers don't have to wait in long queues for billing, or transaction processing. There by enhancing the overall customer experience at Hypercity.
JOHNSONDIVERSEY Johnson Diversey is a world class & trusted source of Cleaning and Hygiene products and services. Since food sanitation, store hygiene, safety, etc., are important in any store, Johnson Diversy helps improve the customer shopping experience across key interaction points like food safety, sanitation, etc
Page 18
COMPANY FOCUS Hypercity focuses on choice, value and convenience. Being the lowest price retailer is not the objective. Company believes in providing customers with quality products at a value price. Thus the starting point is not price. However the company works on a price matrix of good, better and best where products are sold at exceptional value, good value and small proportion of mid premium. 1.5.11 ABOUT FASHION BRANDS AT HEPERCITY Company focuses on two brands only: City life: Stands for durable fashion, Everyday wear, Value for Money, Classics and Basics RiverInc: Stands for a Jeans Wear and fashion lifestyle incorporating current trends at an affordable price. Company has a clear positioning and businesses plans for each brand and buys according to the plan. For selection of Vendors, company look at the Infrastructure, Scalability, Supply Chain Ability, Process Orientation, and reliability of course commercial terms. Basically the features, characteristics on which vendors are evaluated and vendor evaluation process is being done. 1.5.12 BRANDS PORTFOLIO At Hypercity apparel contributes to around 10% of business. Some of the in house labels are JooJoobs in kids wear primarily fun clothing for 0-10 years segment. In womens wear there are mainly two brands CITY LIFE and RIVERINC. Company mainly focuses on private labels in apparel, 85% of the business comes from Private Labels in the apparel business at Hypercity.
1.5.13 SPECIAL FACILITIES OFFERED BY HYPERCITY 1. Hypercity Discovery Club: Shopping at Hypercity is a rewarding experience. The Hypercity Discovery Club brings its customer a great savings, exclusive promotions, special previews and a whole lot more. They can Earn Discovery Reward points and redeem them against purchases. Hypercity Discovery Club reflects the commitment to offer its customers the ultimate shopping experience. 2. Crossword: Customers can pick their favorite books, magazines, movies or the months bestsellers at Hypercity. National Institute of Fashion Technology, Gandhinagar Page 19
6. Home Delivery Hypecity is committed to high standards of customer service even beyond shopping through home delivery service. It aims is to delight their customer through timely delivery of goods, every time. 7. Parking Facility Parking facility is available at hypercity and charges will be levied and this money will be refunded to the customer upon the purchase of Rs.100 and above, on the same day itself. 8. Restaurants& Cafs Sit down for a relaxing cup of coffee, pick a wine, enjoy a good meal & freshy baked cakes & savories or unwind post shopping at caf coffee day, kwality swirls, gelato, living liquidz & fresh basket bakery at hypercity. 1.6 PROBLEM DEFINITION Womens apparel as a category is not perceived as the destination for Hyper city customers, mainly it is an impulse shopping for the customers, therefore there is a need to understand and meet customer expectations in order to achieve higher contribution by the womens wear department.
In the present competitive scenario every company in order to with stand the competition, it requires to improve the performance so that business can run smoothly. For this a company requires regular scrutinaization so that loopholes can be found and corrective measures can be taken.
1.7 LITERATURE REVIEW Humans are social animals. Humans belong to groups, try to please others, and look to others behavior. Humans also get influence by these groups. The influence can be of different types such as information influence, Utilitarian influence, and Value-expressive influence. In National Institute of Fashion Technology, Gandhinagar Page 20
Page 21
Page 22
Page 23
Page 24
PHASE-9 RECCOMENDATIONS
Page 25
1.11 SOURCES FOR DATA COLLECTION Secondary Data Research- Secondary data has been collected to find out the best practices of the industry and other companies. Secondary Research includes projects that have been done in the past, newspapers, magazines, companys official websites and other websites, etc. Primary Data Research-For the research to be completed successfully secondary research was not enough so to analyse the actual problem, primary data was also collected. Primary research was mainly collected by consumer survey and observations
1.12 SCOPE OF THE RESEARCH: Since, the research was limited to the womens wear category only; therefore there is a scope to cover other categories also, like mens wear, kids wear and footwear.
Page 26
CHAPTER 2
STORE ANALYSIS AND OVERVIEW OF THE DEPARTMENTS 2.1 INFORMATION ABOUT STORE LOCATION Hypercity has three stores in Mumbai. It is in Vashi, Thane and Malad. Malad was the first store launched by Hypercity and it is the most profit making store. Within three years it has reached to the breakeven level. 2.1.1 MALAD (Store Area: 1725 sq. ft.) The break-even of Hypercity, Malad has been achieved in May; 2011.It is the biggest store and it is located near Inorbit mall, one of the well known areas of the city. The layout of the store is both grid and free flow arrangement. The customers enter and exit from two entrance. And there is free parking space for the Hypercity customers, whose bill size is above Rs100. There are lot many cash counters for the quick billing and even there are 4 separate cash counters for less than ten item shoppers. Distribution centre is located at the back of the store, where the vendors come and the receiving of the goods is done by the staff. Then the bar coding and storage of the goods is also done there only. Basically Hypercity is into groceries and it also provides apparel as an added advantage to the shoppers at economical range. Pricing is quite economic. Therefore, on the ground floor the grocery items (the food and ready to eat merchandise, bakery and sweet counters); spa, PRESS TO dry clean, enrich salon, Vodafone, and fashion departments are served. Also Caf Coffee Day is on the ground floor as well as first floor near the Crossword bookstore. The fashion department is on the ground floor just next to the second entrance so that customers can go for impulsive buying of the fashion merchandise. The focal point for fashion department was created at centre of the stairs to the first floor where the small display was created through display of merchandise on mannequins. The womens wear displayed near the second entrance of the store. The brand signage were not present, as it is the companys policy that the signages makes the store looks clutter and is loud communication. However, the new monsoon offer signages for the Hyper Deals were placed at regular intervals. The major fixtures used were nesting tables, gondolas, bins, pegs, shelves etc.
Page 27
2.1.2 VASHI (Store Area: 1232 sq. ft.) Hypercity in Vashi is located in the Inorbit Mall, both being owned by K RAHEJA GROUP. Vashi store has more no. of SKUs than Malad store. , but has less shelf and floor space as compared to Malad store. The store follows a grid arrangement and in the fashion and electronics section it is the combination of both grid and free flow arrangement of the store. The store is at the lower ground level and the first floor, the lower ground level stocks the food
and ready to eat merchandise, has the bakery and the personal care sections. The first floor has the fashion and accessories, toys and electronics sections.
The entry to the lower ground level was through the parking lot, the other entry was from the lift inside the store from the ground floor and the elevators. The cash-counters were both at the ground and the first floor. The CSD was at the first floor. Since it is the monsoon, the signages such as the hyper pouring deals, especially made were placed on the rain gear which included the rain coats, umbrellas and the bags were placed on a particular wall next to CSD, on the right of the entrance which was on the . The rain footwear were not displayed on the particular shelf and even on the rain footwear, the signage of hyper pouring deal was not put on the rain footwear i.e. the footwear especially designed for the monsoon season. The stock on the display was bifurcated as per the brands and then again size-wise. The electronic section was bifurcated and displayed as per the category i.e. mobiles, television, camera etc. There was no fast checkout (checkout for less than 10 items) as in the Malad store. The major fixtures used were shelves, pegs, bins, and nesting table. Vashi store does not offer other services like PRESS TO dry cleaners, CCD, spa, salon etc.
2.1.3 THANE (Store Area: 935 sq. ft.) The store follows a grid form of arrangement. The store is single storey with all the departments are on a single storey. The store was located on the main road itself, thus ensured high visibility. The fashion department was situated on the right side of the entrance. Thus the customer flow was more towards the fashion section the fashion section is on the right side of the entrance.
Page 28
2.1.4 GRADING OF STORE Company grade the store according to the area A is graded to the store with the area of 10,000 Sq feet in fashion department and this store will have everything for e.g. Malad and Vashi store. B is graded to the store with the area of 6000-7000 Sq feet in fashion department for e.g. Bangalore, Ahmedabad and Hyderabad store. C is graded to the store with the area of 4000 or less Sq feet in fashion department for e.g. Ahmedabad, Bhopal, Ludhiana, Amritsar and Jaipur & Thane. Generally the merchandise kept here is of low price.
2.1.5 COMPARISION BETWEEN MALAD, VASHI AND THANE STORE Table: 1 Table showing the comparison of Hypercity mall in Mumbai KEY POINTS MALAD VASHI STORE STORE MORE MORE SKUS MORE MORE STYLE OPTION MORE LESS AREA OTHER FACILITIES e.g. THEY HAVE THEY DONT HAVE saloon, spa LESS LESS STAFF ASSISTANCE LESS PROPER MERCHANDISE DISPLAY DISPLAY DISPLAY(Less than Thane)
THANE STORE LESS LESS LESS THEY DONT HAVE VERY LESS PROPER DISPLAY
Page 29
2.2 FUNCTIONING OF VARIOUS DEPARTMENTS Exhibit 2: Hierarchy of various departments in hypercity (operation) GENERAL MANAGER
SERVICE MANAGER
TEAM LEADER
ASSOCIATES
2.2.1 VISUAL MERCHANDISING Procedure Visual merchandising team at the Hypercity head office comprises of 4 members who plan the store VM on monthly basis, based on themes or special promotions. Yearly budget given to the VM department, is further broken down to monthly budgets, after allocating major budget to the special occasions like Diwali and Christmas i.e. the approx. ratio is 1:3. For these special occasions planning is done 3 months in advance, while for normal themes just 1 month prior planning is done. Coral draw and Photoshop are the major softwares used by the VM department. VM department has to coordinate with the store design team as well as the project operation team. For planning the store VM, VM calendar and Docket is prepared, dockets provides with the rough idea, that how will the store look like. These dockets are further sent to the
Page 30
2.2.2 MARKETING DEPARTMENT The marketing department is responsible for carrying out the various promotional activities that take place inside the store and outside the store. The marketing team works on an annual calendar which is known as the marketing calendar. The marketing calendar mentions the months along with the respective event that is scheduled in that particular month. The marketing calendar helps in better planning and organization of the scheduled events.The major promotion tools use by the marketing department is the leaflets, the standies, the danglers, the signages, the in-store announcements, the newspaper, posters etc. The promotions and the amount that can be spent on the promotions is dependent on the budget that is allocated for a particular season. Usually the budget allocated in Hypercity is based on the sales of the store. Generally the budget is 1.3% of the sales. The promotions that take place outside the store include the newspapers inserts and the catalogues. The catalogue is prepared on 1st Saturday of every month. Although there are a little variation as during the Diwali festival, a 4-page catalogue is prepared which showcases the ethnic wear more when it comes to fashion. Similarly the winter wear is given more importance in the catalogue when its Christmas festival. The newspaper inserts can be half page as well as full page. The catalogue is prepared by the marketing team which mentions the hyper savers which mentions the original price of particular merchandise and the price at which the merchandise is available in the Hypercity stores. The outdoor promotions also include the posters in the societies in the primary area of the store. The marketing team undertakes the competition analysis on a monthly basis. The competition analysis is done by the means of benchmarking a store. The competitors that are visited monthly National Institute of Fashion Technology, Gandhinagar Page 31
Human resource department follow two calendars in a year i.e. Training Calendar: It includes the various training to be undertaken during the year. This is made for every financial year. Payroll Calendar: It includes the pay packages to be given to the employees. Recruitment policy: The Company have budgeted plan for various positions. During the season opening the human resource department knows how many positions are vacant and the estimated budget for the same. According to these calculations the department recruits candidates. And during the year if any employee leaves the company recruit is done for the same. Process for recruiting: The human resource department has access to various websites as well as the department also takes services of consultancy. At the beginning of the year, budgeted plan for the various positions is prepared for every department. Total number of vacancies in each department is calculated. Then the budget for the vacant position is calculated for each department. The job openings are communicated on internet as well as to the existing employees, for the references. Page 32
Welfare activities planned during the year: The Company organizes birthday celebrations of employees. During festive season the company has various competitions organized i.e. During Diwali days the company have traditional day During Christmas the company has Christmas tree decoration competition. Annual party is also organized during the year. The companies have a Welfare team where one person of H.R. co-ordinates the activities but the members of the welfare team is the employee of various departments who are interested in planning such type of activities. Corporate social responsibility: These activities are done store wise. Some activities which are planned during the year are: Visit of school kids on floor and getting information about the store. Along with this many competitions are also organised on floor for them. Orphanage visits are scheduled for employees where they can voluntary contribute money or other essential things. Go-green campaign was also organised for the employees. Additional facility given to the employees: Medical insurance are the facilities which are given to the employees. Websites referred: They basically refer naukri.com Colleges visited most often: ISBM BALAJI National Institute of Fashion Technology, Gandhinagar Page 33
Employee retention: Personal contact is maintained with the employee who leaves and if he wants to join again he is most welcome. When there are job openings first preference is given to these employees who want to come back. Listening program: In this program employees of a particular department will sit. Here employees will be free to discuss any problems as well as they can give any suggestions which are valuable to the company. Here in this program employees are divided into slots and their immediate heads are not allowed, this helps them to speak their problem easily without any hesitation. This program has already been implemented on floor and will start soon for back end. Grievances solved: For solving this type of problems company have OPEN DOOR POLICY. It means if any employee has any problem they can directly go to the head H.R and can discuss their problems. Than H.R will try to solve problem and this is how they solve grievances.
2.2.4 The operations team works in coordination with the buying & merchandising team i.e. everything is implemented, what is being provided by the merchandising and buying team. The operation team operates in two shifts i.e. morning and afternoon shift: Morning shift (9am-6pm) Afternoon shift (1:30pm- 10:30 pm) Various roles and responsibilities of the Operation team as follow: Business Operations 1. HR Management: the HR management includes the staffing of the associates and their welfare. 2. Operating POS: The software used by the operations team is WinDSS supplied by JDA. 3. Marketing at the store level: It is mandatory for every Hypercity to do at least two marketing activities, monthly. Some of the common marketing strategies done at the store level are: Painting competitions, Tree plantation etc. When the need arises, then only the consumer surveys are done at Hypercity. 4. Display: VM (Visual merchandising): The dockets that are provided by the VM team at the head office are implemented at the store level by the Visual Merchandiser at the store. The docket includes the shelf tickets, shelf no., the height, breadth and length of the shelves, with their proper locations. Apart from the visual merchandiser the associates also assist the visual merchandiser and ensure the display is proper before the store opens for the customers. 5. Social services at front end:
Page 34
6. Cash Handling 7. Solving Customer queries through CSDs Inventory Management Store Replenishment- The stock is checked every day in the morning, the size sets that are broken are replenished with the sizes missing. Thus the associates at the front end ensure that all the sizes are present on the floor so that it becomes easy for the customer to browse and purchase the merchandise. Stock take- The stock take refers to the matching of the physical inventory on the store and the inventory as per the system. The procedure is termed as PICS i.e. Perpetual Inventory Count System, where the inventory at the store is scanned physically and then the inventory is matched to the inventory as per the system. Any shortages or pilferages, if any are then reported to the higher authorities. Although 1% pilferage of the sale is allowed in each store, any pilferage which is above than that is reported to the higher management. The PICS system is generally carried out on the basis of the category. For e.g. the merchandise that is expensive such as mobile phones, electronics is counted on a monthly basis. For fashion and accessories, the PICS are done on a quarterly basis. Returnable gate pass (RGP) and Non returnable gate pass (NRGP): RGP- Any product that goes to the Head Office for the photo shoots, then a receipt is prepared on the name of the merchandiser of the product category for the product reference and inventory management record. Returnable Gate Pass is applicable when the sent merchandise is to be returned back to the store. NRGP-When the merchandise is sent out of the store for the special purpose of donation or when the merchandise gets damaged, NRGP receipt is prepared, to keep the record of the merchandise sent.
Exhibit 4: Organizational structure of the front end National Institute of Fashion Technology, Gandhinagar Page 35
Team Leader
Associates
Associates 2.2.5 BUYING AND MERCHANDISING DEPARTMENT The buying and merchandising is responsible for controlling and regulating the merchandise at the floor. The buyers selects and finalize the styles, colors and fabrics on basis of the fashion forecast and prevailing demand, while the merchandiser controls the number of quantity to be ordered, according to the demand and potential of each store. At Hypercity the buying and merchandising team has a large number of divisions such as food, electronics, fashion, home furnishing, and general merchandise.
Page 36
Page 37
MARK ASHMAN CEO MR. ASHUTOSH CHAKRADEO Head-Buying And Merchandising MR. JAYAKER SHETTIGAR Vice presidentfashion department MS.ANJALI Category manager Womens wear
MR. SANJEEV BHATT Category Manager Footwear & accessories MR. SHARAD MOHINDROO Buyer Footwear MS. SHUBHANGI Buyerfootwear
WESTERN
ETNIC
MS.AALOPI
2.2.6 BUSINESS MODELS Out right: It means when you purchase whole merchandise SOR (SALE OR RETURN): It means whatever sell, sells and the rest is returned back to the vendor here vendor is also fully involved in selling the merchandise. He takes care for installing fixtures. National Institute of Fashion Technology, Gandhinagar Page 38
Consignment: When goods are delivered to another company with the understanding that payment for the goods is only made once the goods are sold.
3.1VENDOR EVALUATION form Vendor evaluation is a term used in business and refers to the process of evaluating and approving potential suppliers by quantitative assessment. The purpose of vendor evaluation is to ensure a portfolio of best in class suppliers is available for use. Supplier evaluation is also a process applied to current suppliers in order to measure and monitor their performance for the purposes of reducing costs, mitigating risk and driving continuous improvement Vendor evaluation is a continual process within purchasing departments and forms part of the pre-qualification step within the purchasing process; although in many organizations it includes the participation and input of other departments and stakeholders. The processes often take the form of either a questionnaire or interview, sometimes even a site visit, and include appraisals of various aspects of the supplier's business including capacity, financials, quality assurance, organizational structure and processes and performance. Based on the information obtained via the evaluation, a vendor is scored and either approved or not approved as one from whom to procure materials or services.
Page 40
Page 41
SUGGESTIONS
Quality System
Factory Store
Grading & test report of Leather in use Fabric inspection report Tanning agents and dyes report Declaration of raw materials used and RSL FPT (Fabric Processing Test) Washing standards (in case of washing program) Inventory management system
Accessories Store
Main label quality checking Button & Sewing thread checking Packing & Packaging material checking
Cutting Section
No. of cutting tables QC Cut Bundled & issued reports Proper marker system for each style
Sewing Section
Machine type No. of operators for QC No. of operators per supervisor Measurement checking reports Availability of mocks
Logistics Section
Delivery tracking system Integrated system for tracking customer requirements and showroom stock System to validate contents, labels and their quantities already shipped
Price
Management Assesment
Level Of Professionalism Organizational structure Average Work Experience of Management Educational Qualfication
Excellent /High/ Medium /Low Defined/ Ambiguous / None > 15 yrs / 10-15 yrs / 5-10yrs / <5 yrs Graduate / 10+2 / 10th / No education
Sr. No. Avg order size lead time taken ideal lead time loss in time efficiency Cleanliness/ Housekeeping Lighting Safety Machines Maintenance Personnel Facilities Excellent/Good/ Average/ Poor Excellent/Good/ Average/ Poor Excellent/Good/ Average/ Poor Predictive /Preventive / Breakdown / Random Excellent/Good/ Average/ Poor
10
Page 42
CHAPTER 4
COMPETITION MAPPING AND CONSUMER SURVEY ON ASSORTMENT MIX 4.1 COMPETITION ANALYSIS Its very important for a company to study their competitors in order to grow. Its necessary to know what their competitors are doing, what are their strategies, what type of merchandise they are offering and accordingly they can plan their strategies. Hypercity major competitors are: Reliance trends (Reliance) Big Bazaar (Future Group) Star Bazaar (TATA Group) Max (Landmark Group)
Five major factors were taken into consideration for competition mapping i.e. KVIS BRANDS CUSTOMER PROFILE PRICE ARCHITECTURE PROMOTIONS
To understand the competitors better in terms of merchandise mix , their KVIs, pricing, format characteristics, average areas of the stores etc, a visit was made to all the competitors in order to make the comparison.
Page 43
Sr No
KVI's
Tops/tunics
Rs 299-499
Rs.399 2 3 4 5 6 7 Basic tees Basic denim Colored denim Shorts Rayon pants Denim shorts Heram pants Rs 199 Rs 10001600 Rs 10991199 Rs 149349 Rs 599 Rs 799 Rs 549 Rs 399 Rs 699 199-
Rs 129-149
Rs 399-799 Rs 699 Rs 349 --------------Rs 299 ------------Rs 299499 Rs 329499 Rs 329 Rs Rs 7991299 -----Rs 499 ----------Rs.149299 ------
tracks
299-
Rs.499-1599
Rs 229-599
kurti
Rs.399 10 11 leggings Salwar & dupatta Salwar- kameez/ leggings(set) 12 13 14 Ready to stitch dress material Patiyala & dupatta set Sarees Rs 399 Rs 249 --------Rs 8992100 Rs 599 Rs 399 Starting from Rs 149 Rs 449 Rs.499 Rs. 899-2999 -------------------------Rs.399onwards Rs 399-799
15 16
Page 44
4.1.2 BRANDS In mens wear Reliance trends offer maximum number of brands followed by Max and Star Bazaar while Big Bazaar offers least number of brands. Here though the competition from the brands offered by competitors is a threat but at the same time it shows that share of private label is more than majority of the competitors.
4.1.3 CUSTOMER PROFILE Customer profile of Max, Hypercity and Reliance trends is almost same i.e. they cater to the middle class and higher class income people while Star Bazaar and Big Bazaar caters to the middle and lower segment. Table 10: Table showing Customer Profile in Hypercity and its competitors Reliance Trends X X Star Bazaar
Max X X
Big Bazaar
X X
X X
Page 45
Hypercity Club Card, B1G1, B2G1, B3G2, B1G 50% off on 2nd , Shop for 1500 and get a Hypercity discovery club card worth Rs.100, 50% season sale
Reliance Trend
Max Retail
FBB
Star Bazaar
Buy merchandise worth Rs.2499and get a voucher worth Rs.2000 redeemable within 1 month on the purchase of Rs.4000 or more, Shop for 1947 and get clothes worth Rs. 1947 free valid only on 15th August.
a gift voucher of Rs. 200 on the purchase of Rs. 1999 or above, B 2 for 399
Get
Buy merchandise worth Rs.1000 and get a coupon worth Rs.100 free for the next shopping valid for 1 month
Shop and earn points on every purchase Rs 200= 1 point. 15% discount on selected Tshirts, fashion denims, rainwear, shirt. 20% off on premium trouser worth Rs 799, 1050% off on selected footwear
Page 46
Table 12: Table showing overall comparison of Hypercity with its competitors
Reliance Trend Hypermarket Departmental store 20-45 years, 20-45 years, A+,B+ Middle income group
Max Retail Departmental store 20-35 years, Upper middle class High pricing
FBB Department store 20-45 years, middle income group Low pricing
Average
High pricing
Middle and Middle and low income low income group) group)
Good High Fashion: Mens wearFormal & Casual Womens wear- casual, Formal and ethnic Kidswear, Accessories and footwear Average
Best High Fashion: Mens wearFormal & Casual Womens wear- casual, Formal and ethnic Kidswear, Accessories and footwear Average
Average Medium Fashion: Mens wearFormal & Casual Womens wear- casual, Formal and ethnic, Accessories and footwear
Average low Food and Grocery, General Merchandise, Fashion and accessories
Food and Grocery, General Merchandise, Electronic, Home furnishing, Fashion and accessories
Promotion strategies
strong
Weak
strong
% Mix Of 85% PL and Wide Variety Dominated by Dominated Branded PL by PL 15% Brnads Of Private Merchandise Label and in Fashion Brands
Dominated by PL
Page 47
4.1.8 SWOT ANALYSIS STRENGTHS Basic merchandise available at reasonable rates A vast variety of stuff available under one roof Large number of footfalls It offers a family shopping experience, where entire family can visit together. Available facilities such as saloon, dry cleaning, Caf coffee day etc.
WEAKNESS Lack of brand awareness among customers Reach of the store is less geographically Low brand recall among the customers is less Very less out house brands in womens wear Page 48
OPPORTUNITY
A lot of scope in Indian organized retail as it stands at approximately 4%. Increasing mall culture in India More people these days prefer to visit big stores where they can find large variety under one roof. Private labels give more margin than brands.
THREATS
Competition from other value retail chains such as STAR BAZAAR, RELIANCE TRENDS and BIG BAZAAR Unorganized retail also appears to be a threat to Hypercity business. A large population still prefers to visit local convenient stores for daily purchases Variety of competition nationally, regionally and locally Substitute products more easily available because of intense competition
4.2 CONSUMER SURVEY ON COMPARATIVE ANALYSIS OF WOMENS WEAR ASSORTMENT MIX OF HYPERCITY AND IDENTIFY THE GAP 4.2.1 RESEARCH OBJECTIVE To study the customer buying behavior at HyperCity stores for Womens wear Category. To identify the consumer preferences for womens wear offered at hypercity. To identify the gap of Merchandise offered in the store in womens wear Category.
Page 49
RESEARCH DESIGN
RESEARCH TYPE
Research design- The research is exploratory in nature Research type- The research is qualitative Data Collected- The data is collected with the help of Questionnaire and also observation technique has been used for Primary collecting data and Internet, Website, Executive and Past reports(Secondary) Conclusion drawn- The conclusions are drawn with the help of statistical analysis
To track the consumption pattern and Preference of the Womens wear in Hyper city in general, a questionnaire based survey was conducted A visit to competitors in order to find out the Gap in Assortment mix of Mens wear in Hyper city
Page 50
4.2.4 DATA COLLECTION FROM SECONDARY SOURCES For providing a proper form to the report and an authentic base to the research study, data was also collected from the secondary sources. Secondary data collected is based on external resources like Exhibit 15: Data collection from secondary source
4.2.5 NATURE AND SCOPE OF RESEARCH NATURE The report discusses what are the features and the characteristics which drive the customer to purchase from Womens wear in Hypercity and how far they are satisfied with the variety and option in Womens wear. The consumers were asked to fill a questionnaire that would analyze: What clothes do you like in womens apparel offered at hypercity? What influence you to buy womens apparel?
Rate the characteristics for Womens wear on the scale of 1 to 5 where 1 being most preferred and 5 least preferred.
Page 51
SCOPE OF RESEARCH The research was limited only to the mumbai city only and only for eight weeks therefore there is a scope to cover other cities with the more time duration 4.2.6 QUESTIONNAIRE (REFER: ANNEXURE-2) 4.2.7 ANALYSIS
Q.1. HOW OFTEN DO YOU VISIT APPAREL FROM HYPERCITY? Response count in Response count % 26% 25 33% 31% 11% 32 30 11
More than once a month once a months once in three months once in six months
From the given data it is noted that the loyal customer usually visit the store once a month (REFER: ANNEXURE-3)
Q.2. HOW OFTEN DO YOU BUY WOMENS APPAREL FROM
HYPERCITY?
More than once a month once a months once in three months once in six months
From the Given Data it is noted that the loyal customer usually visits the store once a month (REFER: ANNEXURE-4)
Page 52
Majority customer (25%) like or prefer to buy kurti i.e. ethic wear offered at hypercity. (REFER: ANNEXURE-5)
Q.4. What influence you to buy womens apparel? Response count in Response count % 30% 51 4% 8% 35% 10% 13% 7 14 59 17 22
Majority of the respondent i.e. 35% get influenced by the changing trends and the other factor which influences the purchase of womens wear after trend is the need. (REFER: ANNEXURE6) Q.4. Rate the characteristics for Womens wear on the scale of 1 to 5 where 1 being most preferred and
5 least preferred
most of the customer believe that quality is the characteristic which is preferred most and then the style (REFER: ANNEXURE-7)
Q.5. Where do you do MOST of your clothes shopping Response count in Response count %
Page 53
48 42 43 25 10 4
Maximum number of respondent (28%) says that they shop mostly from departmental stores to make it clearer an example was also given (REFER: ANNEXURE-8)
Q.6. Which brand you prefer offered at hypercity? Response count in Response count % 15% 23 36% 31% 18% 57 48 29
Majority of the customers(36%) prefers or like CITYLIFE brand which is the only brand in ethnic wear so as from the response it can be said that customer are more inclined towards the ethnic wear category in womens wear. (REFER: ANNEXURE-9)
Q.7. In western range what attribute is preferred most? Response count in Response count % 14% 23 20% 32
Colour Fit
Page 54
36% 22% 8%
58 36 13
Customer prefers STYLE as the most important attribute while purchasing the western wear as per the response. (REFER: ANNEXURE-10)
Q.8. In ethnic range what attribute is preferred most? Response count in Response count % 25% 21 20% 28% 17% 10% 42 52 31 20
Even in the ethnic wear category most of the respondents prefer style as the most important attribute Majority of office goers falling between the age group of 25-40 years preferred Reliance Trend for multiple brands and option of choice Price Sensitive and Retired customer preferred FBB
Youths & Students choose MAX Retail because of its option in colors, Current Trends, Variety etc at affordable price. (REFER: ANNEXURE-11) Q.9 where do you think hypercity need to improve?
most common problems and issues that people wants hypercity need to improve are:
Non availability of smaller size. People wants to see more brands in both western and ethnic category Lack of staff Variety in western wear
Personal details
Age Response count Response count in %
Page 55
7 25 44 13 7 1
Majority of the customers falls between the age group of 20-25. (REFER: ANNEXURE-12)
Majority of the respondents are HOUSE WIFE followed by service class and business class. (REFER: ANNEXURE-13)
4.2.8 FINDINGS
Most of the customers , who visit Hyper city are in the age group of 25-30 years , therefore they do not like to compromise on the quality Majority of the customers come for shopping for apparel once in 3 months Customer whose age is 25 and above are the actual target consumer As after housewives majority of the customers belong to service class they need proper formals to be worn in office, hence they demand more brands in Formal wear from the survey it was found that 31% of customer are from service sector which demands formals where, as at hypercity formal wear for women is unavailable hence it would be recommended to add formals wear on womens wear collection There is a demand for s and medium size in womens ethnic.
Page 56
4.2.9 ON THE FLOOR OBSERVATION fashion section at hypercity has more footfalls at afternoon period People ask for the more staff as they cannot find certain merchandise which they are looking for During week days majority of the customers visiting the fashion department are above 38 and are generally accompanied by their spouse.
4.2.10 RECOMMENDATION Womens wear lack formal category so it can be commended to include the same as after house wife category maximum respondent belongs to service . Small sizes are not available therefore more small sizes should be stocked. Proper forecast of the upcoming trend should also be done, so that the collection may include the basic styles & color of that particular season. Styles and fits offered by National brands are preferred by the customers, therefore to provide these fits and styles at competitive prices, forecast should be done accordingly. Customer asks for brands in both the major categories as womens wear department is dominated by inhouse brands. The customer profiling of Hyper city is A and B+ category, therefore, it may introduce some brands for the A class customers and should start some new attractive promotional strategies for B+ category to boost sale.
Page 57
4.2.11 LIMITATIONS OF THE RESEARCH Research is limited to stores in Mumbai city Time period was only eight weeks Consumer were reluctant to fill the questionnaire
Page 58
Page 59
The internship was a great learning experience and it helped to know the fashion industry in depth. It gave the clear idea about how the activities are carried out, how different department co-ordinate, role of communication and working systematically. Different projects during internship gave clear idea about the different areas like marketing, planning, merchandising and many more. It helped to know how the theories of management were applied practically. This helped to bridge the gap between theoretical and practical knowledge Apart from academic knowledge it also taught about time management, planning in a proper order, team work, analytical skills, communication skills and many. It helped in knowing the working of retailing combined with fashion.
Page 60
http://anzmac2010.org/proceedings/pdf/ANZMAC10Final00377.pdf (1st June2012, 3:30pm) http://www.krepublishers.com/02-Journals/JSS/JSS-16-0-000-000-2008-Web/JSS-16-1-000-0002008-Abst-Text/JSS-16-1-051-08-511-Kotwal (2nd June 2012, 3:30pm) http://www.articlesbase.com/careers-articles/trends-in-fashion-among-the-teenagers1684374.html (2nd June 2012, 3:30pm) http://www.magazine.org/content/files/teenprofile04.pdf (4th June 2012, 3:30pm) http://www.citeman.com/8535-psychographic-characteristics-%E2%80%93-teenagers-buyinghabits/ (4th June 2012, 3:30pm) http://www.technopak.com/Perspective/vol4/Trends%20in%20India's%20Domestic%20Fashion %20market.pdf (4th June 2012, 3:30pm) http://ezinearticles.com/?Are-Teenagers-Really-Spending-Money-Wisely?&id=1900097 June 2012, 3:30pm) http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=3712&Ite mid=76 (9th June 2012, 7pm) (5th
http://www.marketresearch.com/browse.asp?categoryid=1446&g=1 (9th June 2012, 7pm) http://www.media-awareness.ca/english/parents/marketing/issues_teens_marketing.cfm (9th june 2012, 7pm) http://www.indianchild.com/population_of_india.htm (23June 2012, 5:30pm) http://www.unicef.org/infobycountry/india_statistics.html (23June 2012, 5:30pm) http://www.indiastat.com/default.aspx (26 June 2012, 11:30pm) http://www.researchandmarkets.com/reports/356491/spending_power_of_the_teen_consumer_in _the.htm (1st July 2012, 11:30pm) http://www.money-management-works.com/teen-spending.html imp (4th July 2012, 11:30pm) National Institute of Fashion Technology, Gandhinagar Page 61
http://www.icmrindia.org/casestudies/catalogue/Business%20Reports/BREP047.htm August 2012, 12:30 am) http://library.thinkquest.org/22586/psycho.htm BOOKS: (2nd August, 11:30pm)
Michael R.Solomon, 2009, Consumer Behavior, New Jersey: Pearson Education, No.8; Schiffman Kanuk , Consumer Behavior, 8th Edition. Micheal Levy and Barton Weitz, Retailing Management 6th Editions
Page 62
6. Where do you do MOST of your clothes shopping? Department stores (eg: shopperstop, lifestyle etc)
Page 63
ANNUAL INCOME >5 LAKHS 5-10 LAKHS 11-15 LAKHS 16-20 LAKHS <20 LAKHS
Page 64
11% 31%
26%
once a month
once in three month once in six months
33%
Annexure-4
31%
9% 24%
more than once in a month once a month once in three months once in six months
36%
Page 65
Annexure-6
trends
peers ccelebrity need
0 5 10 15 20 25 30 35 40
Page 66
colour
style
6 5 4 3 2 1
price
promotion quality brand
0 5 10 15 20 25 30 35 40
45
Annexure-8
dont know
others
online small speciality shops discount store departmental stores
0 5 10 15 20 25 30
Page 67
intigritygals
reverinc
citylife
kraus
0 5 10 15 20 25 30 35 40
Annexure-10
Page 68
Annexure-11
Annexure-12
13
2 7 26
45
40 and above
Page 69
Annexure-13
36
12 31 20
student
service business house wife
Page 70