FGD-1

Participants:
T: Tanvi (Delhi)
SA: Saurabh Arora(Meerut)
Ra: Rakesh (Hubli)
A: Aditya ( Guwahati)
Ro: Roshan (Bhuwaneshwar)
K: Krishanu (Guwahati)
ST: Saurabh Taneja (Indore)
Sh: Shaily (Indore)

Shopping behavior, preferences, frequency:

K: shopping in festival season, during winter season, only during festivals, 3-4 times
a year
ST: during season sale, occasion like marriage or party, 6-7 times a year
Sh: impulsive purchase in mall, planned only a few times, 6-7 times a year
T: during season changes, off-season sales, hates online stores, 5-6 times a year
SA: prefers Central to Lifestyle, during off-season sales, 5-6 times a year
Ra: not specific seasons, shops randomly in small amounts, prefers online mode,
monthly shopping
A: fond of shopping, lazy to go to the mall, bulk purchases at malls for 3-4 times a
year
Ro: price sensitive, shops during discount season, 3-4 times a year

Preferable Attributes:
A: depends on the situation or the occasion, comfort is ubiquitous,
Sh: depends on season, light colors in summers, comfortable, fit is most important,
doesnt go to Lifestyle, goes to local stores instead (eg. Aggarwal store), buys
branded apparel only on impulse and not planned purchase
K: comfort, good fit, difficult to get good fit personally coz of body shape, prefers
somber colors, dark sober colors, price
A: informal wear can be trendy, formals should be sober
ST: casual clothes mostly, prefers branded t-shirt, design is very important, prefers
solid and un-catchy designs
Ra: only branded denims, normal t-shirts or polos
SA: shops mostly online, prefers branded apparel coz of standard quality,
conservative colors
ST: quality of fabric is very important factor, must have a variety of fabrics to
choose from

Multi-brand stores v/s traditional stores v/s online stores:

Ro: size-fit disadvantage, price discounts
K: material quality is uncertain in online though convenient for shopping, malls
gives freedom to choose and feel the product without the salespersons intrusion
Ra: ppl check the products in offline stores and buy it on discount on online stores,
though this practice isnt prevalent in apparels
ST: malls give touch and feel of the product, traditional stores have built a trust in
the minds of the localites.
Sh: traditional stores offer more variety as they are accustomed to the local tastes
and cultures, also they are located nearby and are more accessible than multi-brand
stores, more variety at traditional stores
T: prefers branded clothes at offline stores

Frequency of Mall visits, Lifestyle brand Awareness:

T: 5-6 times a month, pretty good brand awareness
ST: 1-2 times a week, good brand awareness
Everyone had a good awareness about Lifestyle as a brand though it was perceived
to be on the expensive side by a few participants.