Professional Documents
Culture Documents
Presented By Pooja S
SYNOPSIS
Company Overview Significance of the Topic Objectives Methodology of Research Data Analysis- Important Graphs Summary Statistical computations- Averages, Correlation & Regression Findings Recommendations Conclusion
COMPANY OVERVIEW
JEALOUS 21 is one of the famous Brand Names under Indus-League, a new generation lifestyle brand marketing company. It is part of India s biggest Retail giant, Future Group (Pantaloons). Jealous 21 is a brand of Casual, Stylish & Trendy Clothing. Jealous 21 is the first brand in India to be known for their Hip Fit jeans- that ensures every woman the perfect fit.
Billing Procedures
Background Music
Other Customers
Staff
Trial Room
Store Layout
OBJECTIVES
1 2 3 4 5 6 7
To understand the various dimensions of Retail Experience To study about customer preferences and experience of shopping.
To understand the impact of various retail aspects and their effect on shopping experience To learn about the impact of the retail experience on a brand
To find out the consumer mapping of Jealous in comparison with competitors like Levis, Lee, Wrangler, Calvin Klein, Diesel etc.... Learn about youth (girls) consumer buying behaviour
RESEARCH DESIGN
Causal research seeks to find cause and effect relationships between variables. Descriptive Research Design was used to express all variables in terms of numbers.
Y= a+bx
Where Y= Impact on Brand Jealous 21 a= constant X= various dimensions of Retail Experience b= co-efficient of x
Sample Size
Universe
The research work was accomplished in only the Exclusive Brand outlets of Jealous 21 in Bangalore City only. Sample size was 200 respondents. Girls between the age group of 15 and 28 were approached for the surveys. Interviews were also conducted with store managers and staff
Sample Design
Simple Random Sampling Convenience Sampling
STATISTICAL TOOLS
aspects Kinda Ok Ok Hmmm, Not Bad Pretty Cool Damn Neat Superb
Ambience
The general perception of customers think Ambience effects Shopping experience to a large extent. (Rank 4) However, Jealous 21 scores high on Rank 3 (Pretty Cool) and lags behind the general expectation of customers.
Staff Experience
The general perception of customers think Staff Experience effects Shopping experience to a large extent. (Rank 4) However, Jealous 21 scores high on Rank 3 (Pretty Cool) and lags behind the general expectation of customers.
Billing Procedure
The billing experience of customers at Jealous 21 scored Rank 3. It however overshot the general perception by 4.5%.
Parking
The Parking facilities at Jealous 21 stores is not good and scored Rank 1, whereas the general perception is Rank 3. However, the Cosmos Mall outlet scores highest on Parking and Brigade Road outlet, the least.
Summary
Summary
Opinion about Jealous 21 Superb- Rank 5 Damn Neat- Rank 4 Pretty Cool- Rank 3 Factor Influencing Retail Experience Colour & Lighting Trial Room, Offers & Promotions Ambience, Window display, Background Music, Billing Procedure
Overall Ranking
Jealous 21 scores an overall Rank of 3, i.e. Pretty cool in terms of the target customers, who are youth girls. 18.5% have ranked Jealous 21 as Pretty Cool(Rank 3), 11.5% as Superb(Rank 5), 10% as Damn Neat(Rank 4), 5.5% as Kinda Ok(Rank 1) and 4.5% as Not Bad(Rank 2).
The average ranking of Jealous 21 on various retail aspects is lower than the General Perception in most cases except with the customer profile of the stores. Even the Trial Room, Colour & lighting & Billing Procedures are almost at par with the general perception.
The Staff, Choice & Variety, and Parking facilities have higher correlation with the overall ranking of Jealous 21. This means that there is a strong relationship between the either variable with Overall ranking. However for factors such as Billing procedures and Other customers, there is a weak relationship with the overall ranking.
Regression
Equation for Staff and Overall Ranking
Overall Rank= (0.66) x Staff Ranking+1.43
y a Overall Rank Constant 2.09 2.75 3.41 4.07 4.74 b1 Beta/Coefficient of x 1.43 1.43 1.43 1.43 1.43 0.66 0.66 0.66 0.66 0.66 x1 Staff 1 2 3 4 5
FINDINGS