The project analysis the potential consumer of ready-to-wear ethnic wear for hypermarket format in terms of demographic and psychographic. The journey starts with designing of a questionnaire so as to conduct a primary survey which would help to develop the demographic and psychographic profile. The questionnaire developed was in a way that the target audience can be categorized and the audience with highest potential was selected and studied in detail. The final outcome of the research was drawing promotional strategies for the target segment categorized into ATL and BTL strategies.
A hypermarket is a superstore which combines a supermarket and a department store. The result is a very large retail facility which carries an enormous range of products under one roof, including full lines of groceries and general merchandise. When they are planned, constructed, and executed correctly, a consumer can ideally satisfy all of their routine weekly shopping needs in one trip
India cannot go without ethnic wear as it is a very important category for hypermarkets. Ethnic wear is gaining more footage even in the younger generation as it is ready to wear, comfortable & has its own style statement. Retailers like Pantaloons, Lifestyle etc have their in house brands for this product category as 40% of space is allocated for this particular category.
The growing potential of ethnic wear is an attraction an also its unstructured format fascinates therefore a lot of retailers are venturing into this segment and few of the existing players are as Biba, Akriti, Anokhi, W, etc
To draw Demographic and Psychographic profile of ethnic wear ready-to-wear women consumers for hypermarket format. 2.
Finally, to design promotional strategies catering to this segment.
Method used to achieve research objective consisted of a primary research achieved by designing a questionnaire and getting response for the same from the target segment. The sample size of the research was 400 respondents and the research was conducted in NCR (National Capital Region).
The questionnaires designed is in way, so that the hypermarket women consumer are divided in to five categories (i.e. A, B, C , D, E) based on their personality characteristics, which includes General Characteristics, Music Choice, Reading Preferences, Spare time activities and Clothes Preferences as follows:
Category E General
Intellectual, Sophisticated, Independent,
Bold, Needs her space, Rational
Glamour, Trendy, Broad Minded, Lively, Charismatic, Cheerful, Peppy, Vibrant, Active, Fashion Conscious, Independent, Bold, Social
Elegant, Sophisticated, Classic, Political,
Powerful, Light-Hearted, Intense, Traditional, Mature
Youth, Athletic, Energetic/Outdoorsy,
Casual, Grooving, Loud, Social, Fun
Homely, Traditional, Conservative,
Dynamic, Courteous, Local/National, Narrow Minded,
Old Hindi Songs
Bollywood Hits Reading Preferences
Novels, Reader Digest
Marie Clarie, Femina/ Women’s Era, Cosmopolitan
Marie Clarie, Novels
Grehshobha/ Meri Saheli Spare Time Activity
Shopping, Hanging out with Friends
Cooking, Watching TV Clothes Preferences
Kurta, Kurtis Example
Arundhati Roy/ Shobha De
The respondents were widely spread at various venues so as to target potential consumer. The venues include Lajpat Nagar suit market and outside Westside, Sarojini Nagar market, Gurgaon outside Big Bazaar, Raja Garden Big Bazaar, and New Delhi Railway Station. Category C, D, and E were considered strong potential segments to target as they hold majority in the population (Category C 20%, Category D 19% and Category E 38%). Therefore, detailed study was conducted for...
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