Influence of Marketing

Mix on Buying Decision

of Consumers: A Study
with Reference to
Lifestyle Aadhish K (1)
Aadhish K (1)
Merlin Phen (16)
Sakshi Adnani (24)
Merlin Phen (16)
Sana Mohan (25)
Sakshi Adnani (24)
Tanya Singh (31)
Sana Mohan (25)
Tanya Singh (31)
 Table of Contents
Serial No. Topic

1 Chapter 1: Introduction

2 Marketing Mix

3 Chapter 2: Conceptual Background

4 Chapter 3: Research Methodology

5 Chapter 4: Results

6 Chapter 5: Discussion & Conclusion

 Chapter 1:
Introduction

3
 Indian Retail Sector
• The Indian retail industry constitutes over 10% of the
country’s Gross Domestic Product (GDP) and around
8% of the employment. It is expected to increase by 60
per cent to reach US$ 1.1 trillion by the year 2020 .
• Globally, India is fifth-largest global destination in the
retail space and is growing at a rate of 12%. per annum.

https://www.ibef.org/industry/retail-india.aspx
 INDIAN RETAIL MARKET

ORGANIZED UNORGANIZED
RETAIL RETAIL
MARKET MARKET
Organized retail sector is growing rapidly and consumers are
shifting to shopping in organized retail stores.
Shopping habits of Indian customers are changing due to
their growing :
1. Disposable income
2. Relative increase in the younger population,
3. The change in attitudes towards
5 shopping.
• Year of Inception: 1973 in
Bahrain
• About: An international,
diversified Retail and
Hospitality conglomerate.
• Founder Chairman: Mickey
Jagtiani
• Number of Outlets: Operates
over 2000 outlets encompassing
over 27 million square feet
across the Middle East, Africa
and the Indian subcontinent.
 RETAIL BRANDS

INTERNATIONAL BRANDS

7
HOSPITALITY

8 http://www.landmarkgroup.com/int/en/brands
 Landmark Group In India
• Entered the Indian market in 1999
• The group now operates more than 350 stores in India and
employees more than 15,000 people in the following
businesses.
• Launched: First store in Chennai
in 1999
• About: Lifestyle positions itself as
a trendy, youthful and vibrant store,
offering its consumers the latest in
fashion and lifestyle in an
enjoyable shopping environment.
• Presence: In major metros and tier
1 and 2 cities.
• Growth: Currently growing at the
rate of 20% CAGR (Compounded
Annual Growth Rate) for the last
five years.

http://www.landmarkgroup.com/int/en/lifestyle-department-
stores
 Marketing Mix

Marketing Mix is a strategy

which a company uses to
formulate a product/service
offering for its customers.
It is a set of actions, or
tactics, that a company uses
to promote its brand or
product in the market.

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12
13
Chapter 2: Conceptual
Background

14
 Review of Literature
Name and Year Factors Relation
Sangvikar & Katole, 2012 Price discount offered variety of Consumer buying behaviour had a
products positive relation with discounts,
Product quality product variety.
Bad quality had a negative impact.

Gupta & Jain, 2016
Menaka & Chandramana, 2014
Fatima & Bisaria, 2017
Mathur, Jain, & Sharma, 2013
Batra, 2014
Chaudhary & Gupta, 2012)
Product originality
Services offered
discounts
Consumer expectations
(value for money, friendly
interactions, product variety).
Payment mode, discount offered,
location and ambience
Income and occupation
Availability and variety of stock,
ambience, service of stores,
product quality and promotions.
Children’s impact on parent’s
buying behaviour
Product quality had the highest
impact. Followed by services and
discounts
Meeting the consumer expectations
had a positive impact.
These factors positively impact
purchasing behaviour.
Highly influence purchasing
behaviour
These factors have a high impact
on consumer purchasing behaviour.
Persuasion strategy and emotional
and bargaining strategies impact
parent’s buying behaviour
 Name and Year
Mohan, Sharma, & Bharadwaj,
2013
Mihic, Ani, & Milakovic
K A & Kumar, 2017
Ramya & Ali, 2016
Gurunathan & Krishnakumar, 2013
Neal, Neal, Quester, & Hawkins,
2006
Hoyer, MacInnis, & Pieters, 2012
Factors
Store layout and ambience
Time spend in store
Prices, discounts, offers
Pricing and products needed
Consumer characteristics,
reference groups, store attributes,
promotion and product attributes
Personal, professional and lifestyle Highly influence the buying
decision
Store location and environment
Relation
High impact on consumer buying
behaviour
More time spend in the store leads
to increased planned and
unplanned purchases.
Discounts had the highest impact
on consumer buying behaviour.
First, the consumers decides what
is needed to be purchased and the
price of the product impacts the
purchasing decision
These factors, highly impact the
purchasing decision. Also, branded
apparels are highly demanded
The location of the store and the
in-store environment are seen to
have a big impact on the
consumers’ buying decision
 Name and Year Factors Relation

Baker, Grewal , & Parasuraman, Employee friendliness It was found out that the more
1994 social cues present in the store
environment, the higher the
consumers are likely to buy.

Mohanraj, 2017 Brand loyalty Brands that builds loyalty towards

itself among consumers, would
surely be able to increase sales and
revenue.

Nishanov & Ahunjonov, 2016
Promotions and discounts There is a positive relationship
between the promotions offered
and buying behaviour implying
that when customers see price
discounts, they are more likely to
purchase.

Agarwal, 2012 Price sensitivity and money Consumers prefer low priced
quotient products
 Conceptual Model
Marketing and Retail
Mix
Product Effect on
Price consumer Final
purchase Purchase
Place
decision
Promotion
People
Processes
Physical evidence
Store Ambience

Fig.1.1 Conceptual Model

 Objectives

▣ Primary:
• To identify factors that influence consumer
buying decision in a department store
▣ Secondary:
• To study the relative influence of marketing mix
on the consumer purchase behaviour.
• To understand the effect of marketing mix on
different customer segments
 Chapter 3:
Research Methodology

20
 Research Methodology
▣ Research Design: Exploratory and Conclusive
▣ Types of Data: Primary and Secondary
▣ Sample Description
• Sample Size:
115 respondents from Kolkata city who shop at
Lifestyle.
• Sample Selection Procedure: Non-probabilistic
method and convenience
• Time Frame: The data was collected during the
period of 10-18 Nov, 2018
▣ Research Instrument: Undisguised and structured.
Statistical Tools
▣ The data was analysed using Statistical Package for
the Social Sciences (SPSS), a software package used
for interactive, or batched, statistical analysis.
▣ In the present study, the following methods under
SPSS were used for data analysis:

Univariate: Bivariate:
Mean, Median, Chi Square,
Mode, One- ANOVA.
Sample T Test.
Chapter 4:
Results

23
 SAMPLE PROFILE
CATEGORY PERCENTAGE

AGE 18-25 57.4%

GENDER FEMALE 53.9%

MALE 45.2%

OCCUPATION STUDENT 35.7%

INCOME PER ANNUM 0-3 LAKHS 39.1%

Interpretation:
Out of the 115 respondents 53.9% were females and 45.2% were males
which is a healthy mix of both the genders.57.4% of the respondents were
in the age group 18-25 who were mostly students (precisely 35.7%).As
most of the respondents were students the income group of the same was
within the bracket of 0-3lakhs (39.1%).
 Category Preference
Rank Apparel Shoes Cosmetics Accessories Perfume Home
Decor
f % f % f % f % f % f %
1 87 75.7 9 7.8 7 6.1 4 3.5 4 3.5 4 3.5
2 11 9.6 61 53.0 5 4.3 19 16.5 8 7.0 11 9.6
3 7 6.1 23 20.0 10 8.7 57 49.6 9 7.8 9 7.8
4 4 3.5 8 7.0 50 43.5 22 19.1 21 18.3 10 8.7
5 2 1.7 8 7.0 22 19.1 7 6.1 53 46.1 23 20.0
6 4 3.5 6 5.2 21 18.3 6 5.2 20 17.4 58 50.4
Total 11 100. 115 11 100. 115 100.0 11 100. 11 100.
100
5 0 5 0 5 0 5 0

25
Interpretation:
75.7% people ranked apparel as the most preferred category for purchase
followed by shoes wherein 53% people ranked it second in order of preference.
Home Décor was the least preferred with 50.4% respondents ranking it as
number 6.

Marketing Implication
In spite of Lifestyle offering a wide variety of products in the
Home Section, ranging from furniture, furnishings, dining, kitchen
and décor it is ranked the least in terms of preference. This may be
because it has not been marketed well as even though it has online
presence on the website but it lacks adequate coverage on social
media platforms such as Instagram and Facebook. Also very few
Home Centre stores are there within26 Lifestyles.
 Important Parameters while
shopping at Lifestyle
Accepted/
Mean Sig. (2-tailed) Rejected
Location 3.18 .000 Rejected
Store Ambience 3.52 .000 Rejected
Variety of products 3.88 .261 Accepted
Price 3.77 .051 Accepted
Assortment of products 3.77 .042 Rejected
Quality 4.17 .098 Accepted
Courteous staff 3.78 .037 Rejected
Exchange Policy 3.75 .022 Rejected
Discounts and Offers 3.78 .051 Accepted
27
Interpretation:
For Test value=4 and at 95% confidence level
N=115
Ho =µ=4
H1=µ≠4
Mean for Quality- 4.17 > 4 ⸫ Quality an important factor
Significance Level for Variety of Products, Price and Discounts and Offers is
higher than 0.05 ⸫ Accepting Ho. For larger population these parameters are
important.

Marketing Implication
Since, variety of products, price, quality, discounts, and offers are
the most important factors that are important to a larger
population, the store must concentrate more on these factors in
order to captivate a wider audience.
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Chi2 Test for Income and Average
spending
Chi-Square Tests
Asymp.
Sig. (2-
Value df sided)
Pearson Chi- 33.614a 12 .001
Square

Likelihood Ratio 25.794 12 .011

N of Valid Cases 115

a. 13 cells (65.0%) have expected count less than 5. The minimum
expected count is .35.

Ho = Income and Average spending are independent of each other.

H1= Income and Average spending are dependent on each other.
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Interpretation:
Α=0.001 < 0.05 which means we are rejecting the null hypothesis.
Income and average spending are dependent on each other.

Marketing Implication
From the above analysis, it must be noted that Lifestyle must
continue to offer the wide price range of products in order to
satisfy people of all income groups.

30
 Likert Scale Questions
(5 point scale)
Sig. (2- Accepted/
Mean tailed) Rejected
Variety of products 3.75 .009 Rejected
product quality 3.89 .118 Accepted
trendy products 3.69 .000 Rejected
Appropriate pricing 3.79 .008 Rejected
easily accessiblty 3.71 .000 Rejected
attractive discounts 3.59 .000 Rejected
preference during sale period 3.80 .026 Rejected

beneficial Loyalty programs 3.52 .000 Rejected

courteous and helpful staff 3.75 .001 Rejected
staff has adequate knowledge 3.71 .000 Rejected

customer-friendly returns and 3.80 .007 Rejected

exchange policy
smooth billing process 3.89 .123 Accepted
timings are convenient 3.96 .581 Accepted
visually appealing 3.65 .000 Rejected
items well placed 3.83 .045 Rejected
Sufficient trial rooms 3.83 .021 Rejected
Trial rooms are spacious 3.83 .030 Rejected
Friends and family influence 3.83 .043 Rejected
buying decision
Interpretation:
Significance level:
For Test value=4 and at 95%
confidence level & N=115 Product quality: 0.118
Ho =µ=4
Smooth billing process: 0.123
H1=µ≠4
Convenient timings: 0.581
Mean for all the parameters is less
than 4. However, the least among ⸫ Accepting Ho.
them are: Larger population is satisfied with
Beneficial Loyalty Programs: 3.52
Visual Appeal:3.65 these parameters of Lifestyle
Attractive discount: 3.59
Trendy Products: 3.69
Marketing Implication
Lifestyle store needs to improve on three parameters, which are
Trendy Products, beneficial loyalty programs, visual appeal and
attractive discount offers as the level of agreement is the least.

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 ANOVA Test for Product
Quality and Age
ANOVA
product quality

Sum of Mean
Squares df Square F Sig.
Between 2.364 4 .591 .997 .412
Groups

Within 65.167 110 .592

Groups

Total 67.530 114

Interpretation
Significance Level is 0.412 > 0.05.
Hence, quality of products is an important factor across all
age groups.
 Reliability Test for Likert Scale
Parameter ‘Product’
PRODUCTS
Reliability Statistics

Variety of products

Product Quality
Cronbach's Alpha N of Items
Trendy Products
.717 3

Interpretation
A reliability test was done for products and it was found out
that the data collected with respect to products was reliable.
 Chapter 5:
Discussions &
Conclusion

35
 Suggestions
▣ Trendy products – Collaborations (Ginger X
Masaba)
▣ Lifestyle rewards programme
▣ Visual appeal
▣ Employing Transgender employees
▣ Social media presence - campaigns

36
 Q
U
E
E
N
OF COLLABORATIONS
 Lifestyle Rewards Programs
Shopping at Lifestyle enables
consumers to become a
member of their loyalty
program- Landmark rewards,
an award-winning loyalty
programme, that allows its
members to earn points on
purchases, enjoy discounts,
offers etc.
 Drawbacks
• Points earned only after a
minimum purchase of Rs
1000.
• Points are credited 35 after
delivery.
• For every Rs 200 spent, 2
points are earned.
• Minimum of 166 points need
to exist to be able to spend
points.
Suggestions
• Removal of restriction on
spending points: No
minimum amount of points
need to be available.
• Faster credit process: Points
should be credited as soon as
the card is received.
• Rewarding points: Instead of
awarding 2 points, reward
with 1 point for even Rs 100
purchase.
• Earn points with any
purchase: No minimum
purchase needed to earn
points.
 Visual Appeal
▣ The Lifestyle store visited at Quest
Mall, Park Circus is devoid of any
factors that could add to the visual
appeal of the store.
▣ Except for the window displays at the
entrance, the store lacks on interesting
and alluring designs which could
captivate the customers and invite
them over .
▣ Festivals are a way for Lifestyle
stores to bank on and in turn increase
their sale.
 Employs speech
and hearing
impaired people

LIFESTYLE
Can employ
Transgenders
Social Media Campaigns

https://www.youtube.com/watch?v=IwON-8rPAFg
 #ImperfectlyPerfect
Ginger by Lifestyle launched #ImperfectlyPerfect –its
first digital marketing campaign in 2017 that celebrates
the quirks, the differences, that makes every girl unique
and distinctive. With this campaign, Ginger hoped to
create awareness regarding the unrealistic and
unreasonable expectations that society has from young
women. But the campaign wasn’t as successful.

44

https://www.youtube.com/watch?v=QW9hK8lCA3k
 Photos of customers
wearing apparel bought
from Lifestyle can be
posted on their social media
platforms with a hashtag
that is created only for
these kind of posts such as
#litwearinglifestyle

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 INSTAGRAM CAMPAIGN
INSTAGRAM GIVEAWAY: Lifestyle can start an
Instagram giveaway campaign where a particular
product could be up for grabs and their Instagram
followers can comment on why they want to win the
item in the photo and then tag three of their friends that
would want the gift as well. (Who will often comment
and tag another three friends!) Running an Instagram
campaign will increase your followers and brand
awareness among Instagram users.

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 *GIVEAWAY TIME”.
We are a 400K old family
and its time to give back.
ENTER:
1. Follow @lifestylestores
2. Tell us why you want
this bag
3. Tag 3 friends
3 winners will be chosen
at random.
#400k #contest
#ilovelifestyle
#lifestylepicks

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 Conclusion
▣ The retail sector has plays a remarkable role in growing the
productivity of various goods and services. They,therefore
try to attract consumers and boost sales by experimenting
with different kinds of marketing and retail mixes.
▣ This study reveals that quality of products, smooth billing
process and the convenient timings are factors that have
developed a positive experience while shopping at
Lifestyle.
▣ Lifestyle can effectively develop a compelling position in
consumer minds based on identification of particular
strengths within their marketing mix so as to continue its
reign in the market.
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THANK YOU.

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