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Consumer Behavior at

A retail chain by

Presented by: Anurag KusanNew Delhi Institute of Management (NDIM)

Location: The Collective, Select Citywalk, Saket

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Target Consumers of The Collective (By Gender)

•The main consumer who mostly visit The Collective are Men.

Men

•Women also visit The Collective, however, not demanding for women’s apparels/accessories, but to shop for their family members i.e, husband, son, daughter etc.

Women

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Target Consumers of The Collective (By Age)

•Usually the adults such as young businessmen and corporate visit The Collective and buy formal shirts, trousers and suits for their professional needs.

25-50(in years)

•Youngsters & College going customers visit and buy casuals such as polos, denims, casual shirts & jackets.

18-24(in years)

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What does the Consumer demand? (by product)

Sample Size: 56

Observations

S. No Denims Formal Shirts Suits Tops & Gowns Bags Shoes Cufflinks & Accessories 1 ü ü ü2 ü ü 3 ü 4 ü 5 ü ü 6 ü 7 ü 8 ü 9 ü

10 ü 11 ü ü 12 ü 13 ü 14 ü 15 ü

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Contd...

Denims30%

Formal Shirts15%

Suits20%

Tops & Gowns5%

Bags10%

Shoes15%

Cufflinks & Accessories5%

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What does Consumer Demand? (by Brand)

Why Hackett?British BrandStyle & Logo

Preferred by youngstersGives them perfect casual look for casual hangouts

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What does Consumer Demand? (by Brand)

Why Paul & Shark?Italian Brand

FabricComfortable

Because of the breathable fabricColor combination used in polos

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What does Consumer Demand? (by Brand)

Why Ted Baker?British Brand

LeatherStyle & Fashion

Out of the box design

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What does Consumer Demand? (by Brand)

Why Michael Kors?Accessible Luxury Factor

Quality Celebrity Endorsements

Young Design & Style Statement

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What does Consumer Demand? (by Brand)

Why Fred Perry?Sporty Look

Out of the box designAffordable fashion

To keep up the style & trend

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What does Consumer Demand? (by Brand)

Why Armani Collezioni?Renowned BrandGives casual look

Bridge line clothingItalian Design

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What does Consumer Demand? (by Brand)

Why True Religion?Remarkable Embroidery

Horse Shoe LogoOne of the top 5 denim brands in the world

Preferred by celebrities like Arjun Rampal, David Bekham etc.

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What does Consumer Demand? (by Brand)

Why 7 for all Mankind?Feel comfortable

Sexy & SophisticatedFits most of the Body Types

Luxe Fabric

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What does Consumer Demand? (by Brand)

Why Versace?Italian Brand

Italian LeatherRenowned BrandHalf Medusa Logo

Bold & Trend setting Fashion

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Why Consumer prefer Luxury Goods?

Habitual Enjoyment in best & most costly things

To obtain inessential & desirable item that is expensive & difficult for others to buy

To enjoy great comfort

To enjoy the feeling of something that is pleasant but not a necessity

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Customer Relationship Management at The Collective

Platinum Spoon

Gold Spoon

High Value Low Frequency

Low Value Low Frequency

Discount Seekers

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Contd..Customers have been classified according to their Buying

Pattern•Platinum SpoonThese customers shop for Rs. 10 Lakhs and above•Gold SpoonThese customers shop between Rs. 2 Lakhs & 9 Lakhs•High Value Low FrequencyThese customers visit less but shop for high value•Low Value Low FrequencyThese customers visit The Collective rarely and shop less

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Data Capturing & Data Usage

•After the purchases by the Customer, during the billing, the customers’ data is captured.

•Once the data is captured, the customers receive special discount offers at The Collective stores through SMS & e-mails.

•To maintain the customer relationship with The Collective, the customers are sent special vouchers on their birthdays.

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Learnings

•Increase availability on the floor and show operational energy.•Comfortably connecting with the customers and also balancing multiple customers. •Identifying likes & needs of the customers, providing the right product and recommend looks to the customers•Developing good relationship with the customers and encouraging them to visit again. •Importance of Visual Merchandising in the store and how it attracts people towards the store

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Suggestions & Recommendations

•Associates should help each other while handling the customers. Customer relationship is not the responsibility of just one associate, but the entire team.

•The team should frequently check whether the apparels are kept according to the sizes and are well organized.

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Thankyou•Special Thanks to our Project Guide Mr. Atul Chachra for providing

this learning opportunity

•The Collective Team, Saket, especially Preeti Bisht, Vinita Sobarad, Shakti Sharma, Sahibjot Matharu, Amit Gusai & Harshal for

supporting and enhancing my skills.