Our team visited Shopper’s Stop, Rajouri Garden and narrowed our research to ethnic wear section. We observed a lady, who was in her late 30’s, accompanied by her daughter. We observed her for 40-45 minutes which helped us to understand her buying behaviour and also the factors that influenced her in making the decision for a particular product and brand in the ethnic wear section.
Since we visited an MBO, we could observe the customer with ease and permission from store was also not a problem.
Once she was over with her purchase and was making the payment we introduced ourselves to her and interviewed her on a few basic points and why did she choose Shopper’s Stop for ...view middle of the document...
Her daughter said that the kurta was short and did not suit her age. Also the other kurta was of black color and it does fit well with the weather.
Inference- She tried 4 sets and finalized on only 2 sets. The criteria for evaluation included, length, color, fit and comfort of the suit.
4. Purchase decision-
The final purchase decision depended on:
-Her daughter’s opinion
-Timely alteration facility( the assistant very politely measured the length she wanted)
5. Post purchase behaviour-
Since the lady particularly looked for Biba and W , so we can infer that she was quite satisfied with the quality of these brands. Hence the brand always met her expectations and was ver well satisfied with it.
Information used while buying Ethnic Wear from Shoppers stop
As observed by me a girl was looking for Indian salwar kameez for office wear purposes. The information she required was provided to her by a salesgirl. The queries the girl had included-
Number of brands that are present at shoppers stop, the price range of daily wear cotton suits in each brand, whether there is the option of choosing a matching salwar or churidaar and stole with the selected kameez, whether there are long, short, or medium length kurtis available, sizes and colors available in the selected kurti, trial rooms available, alteration done or not and how many days or time will the alteration require and whether there is an option of exchanging or returning the bought clothes.
How does consumer choose a retailer and merchandise?
As part of our activity we decided to ask few question to the lady to identify the factors that made her choose Shopper Stop and that particular merchandise of ethnic wear. What we found form the response that she choose this particular store as it’s was located very near to her place. Parking also in not a problem and its free as well. The store has provision for the membership card using which she becomes eligible for discounts on the payment next time. The lady told the store focus a lot on customer satisfaction. On asking about the factor for choosing a particular merchandise she told us that they have very large assortment of products and brand’s in SS. The prices are very competitive and the color and designs of the ethnic wear are available in large variety. There is easy of shopping and accessibility to the products. SS has made its image as a store that will not compromise on quality and that matters most to me, it’s a brand in itself, she said.
Social Factors influencing the buying decision
A customer’s buying behaviour is also influenced by social factors, such as the groups to which the customer belongs and social status. In a group, several individuals may interact to influence the purchase...