2. Address- k-lounge
Fraser road
Patna.
Footfalls- 40
Respondents-30
Date :- 14.04.2012
Timing:- 12 pm - 7pm
Sampling method used :- Judgmental sampling
Our research team has designed and conducted the
Survey

3. % of respondent belonging to different age basket
3.33% 6.67%
10%
Less than 18 year
33.33% 46.67% 19-24 year
25-30 year
31-36 year
morethan 36 year

4. Sex of respondent
30%
Male
Female
70%
Most of respondent were male

5. Monthly disposable income of respondent
3.30%
13.37% 13.33%
Less than Rs 10,000
Rs 10,000-Rs20,000
33.33%
36.67% Rs 20,000-Rs30,000
Rs30,000-Rs 40,000
more than Rs 40,000
Income of most of
respondent was
between Rs 10,000-
20,000

6. Source of information about store
13% 13.33%
23.37% Newspaper & Magazine
Advertisement
Friends and relatives
50%
Others

7. Following conclusions can be inferred from the
data :-
1. Less no. of Advertisement through Newspaper
/Magazine (As for apparel retail industry generally
advertisement or promotion placed in newspaper
/magazine bring more catch attention of consumer
other than means of communication)
2. As word of mouth has emerged as main source of
information ;so promotion must be designed and
presented at the store in such a way that it can attract
eyes of customer .
3. Fine tuned Customer relationship program can help
store to increase no. foot-falls

8. Media influence on purchasing of fashion product
3.33%
20.33%
23.00%
TV
Newspaper
Radio
26.67%
23.33% Hoarding
Magazine
Word of mouth
3.33%
Purchasing fashion product is function of offering of brand and competitors in terms
of (Price , assortment , quality , Brand image , satisfaction ). As we inferred from earlier
data that word of mouth informed relatively higher than any other media but this data
indicates that print media influences most the purchasing behavior (approx 50%) . So
store /brand must consider using print media for highlighting its product range and
other competitive advantage rather than just informing about store/brand

9. Does store provide value for money
6.67%
33.33%
Yes
60% no
Undecided

10. Store can improve upon
16.67% 20%
7% Design
Variety offered
10%
Fit
26.67%
Price
20% Quality
quality Salesman

11. • 27% respondent felt that store must include more variety
in its product offering .
• While other 20 % respondent express the need of
product with better fit when asked for improvement they
want to see in the store

12. Source of information about promotions of store
and brand
0
13.33% 6.67%
TV
26.67% Newspaper
Radio
33.33% Hoarding
Magazine
Word of mouth
3%

13. Store Environment
3.33%
6.63%
20%
Very Bad
Bad
43.37%
Neither good nor Bad
26.67%
good
Very good

14.  It is very positive sign for store as 50% respondent have
confirmed a good ambience of store .
 But we want to highlight 2 important aspects of store
ambience which can further enhance the customer
satisfaction and hence can lead to growth in sale
1. Music is important aspects of providing total customer
satisfaction as it helps to get all the sense of consumer
indulge in store`s environment . When we discussed
this aspect at the store typical Bollywood movie`s song
was played which is substandard and can`t help to
create aura in the store.
2. Merchandise are being kept from the very opening
point of store which decrease the transition time of
customer coming inside store and also subdue the
effect of Window Display.

15. Is the store easily accessible
40%
60% Yes
No
This data confirms that store location which is supposed to be
important aspect of retailing is good and easily accessible .

16. Fit/Sizing as a deciding factor of Purchasing Fashion
product
10% 20% Very Important
33.33% Important
36.67% Neither Important nor
insignificant
Insignificant

17. It is quite clear that customers of target age group 19-35 spend more than Rs 2000 /
month for apparel and data given in slide shows increasing brand consciousness at the
same time .So underlying opportunity can be reaped by creating strong brand image

18. Points highlighted in above slide get reinforced with finding of this data that target
customer age group is ready to spend somewhere around Rs 1000- Rs5000 and as it
being highlighted in slide no. that customer wants quality from K-lounge so Quality
can be further improved and accordingly it can be charged as customer is willing to
pay. This will increase turnover and so the profitability factor of store / Company

19. Most of the respondent were satisfied by the product offered to them across all the age
basket

20. No. in rectangle box
represent no. of
respondent for
particular option in
given age basket . E.g
In age basket of 19-24
2 respodent were very
satisfied , 8 were
satified and 4 were
neither satisfied nor
dissatisfied
Most of the respondent were satisfied by the total customer service offered to them
across all the age basket

21. No. in rectangular
box represent no. of
respondent for
particular option in
given age basket . E.g
In age basket of 19-24
1 respondent rated
store environment
very bad , 2 rated it
very good , 5 rated it
good …
Store environment is being liked by customer of all age group except customers
belonging to age group of less than 18 year . But this is insignificant as this age basket
consist 7% of customers

22. No. in rectangle
box represent no.
of respondent for
particular option
in given age basket
. E.g In age basket
of 19-24 year
12 respondent
preferred to shop
from EBOs.
Tendency to buy from EBOs and Department store is very high in target age group
19-30 year . As all the brands of K-lounge don`t have high awareness and brand
essence so it is suggested to have extensive brand portfolio analysis .At first look we
can safely assume following two hypothesis
1. Killer and Lawman should be make available through EBOs
2. Rest other brands should be clubbed together with singe name (That can be K-
lounge ) and that Single Brand should be developed as strong Brand ..

23. No. in rectangular box
represent no. of
respondent for particular
option in given age
basket . E.g In age
basket 19-24 3
respondent said that they
visit store once in three
month , 1 responded that
he visits once in three
month and 8 respondent
visits during festivals
Its quite interesting as it overruled our hypothesis after 1st market survey on the
occasion of store opening that consumer of age basket 19-24 year prefers to buy any-
day/anytime they feel convenient as this time it is changed choice that is during
festivals ..which must be further observed

24. Features customers look for
in K-lounge product while
buying
No. in rectangle box
represent no. of
respondent for particular
option in given age
basket . E.g In age
basket 19-24 4 repondent
looks for quality , 3 looks
for design , 3 looks for
variety while purchasing
from K-lounge.
It is noteworthy that consumer of age group 19-30 years looks for quality from K-
lounge products while buying .So in 1st insight it emerges as a USP for the store , but it
must be verified through repeated consumer survey

25. No. in rectangle box
represent no. of
respondent for particular
option in given age
basket . E.g 9 male
respondent found store
environment good and 2
men found it very good..
52 % of male respondent found store environment good while only 44% female
respondent have same view . Absence of sales-women can be potential reason for such
view point .

26. No. in rectangular box
represent no. of
respondent for particular
option in given age
basket . E.g12 male
respondent preferred to
shop from EBOs and 5
men preferred to shop
from Department store..
Now a days every one prefer multi-channel purchasing but still 57% male and 66%
female respondent preferred to purchase from EBOs

27. No. in rectangle box
represent no. of
respondent for particular
option in given age
basket . E.g 8 male
respondent visits the
store during festivals and
2 of them visits stores
during EOSS
38% male respondent visits apparel store during festivals while its quite higher in case
of female that is 44.4%

28. No. in rectangular box
represent no. of
respondent for particular
option in given age
basket . E.g 10 male
respondent got
information about store
from their friends and
relatives while 4 got it
from
This piece of information again consistent with earlier one as source of information
about store is primarily Friends and relative irrespective of Sex of respondent

29. No. in rectangle box
represent no. of
respondent for particular
option in given age
basket . E.g 14 male
respondent preferred
price range of Rs1,000- Rs
5,000
Again information derived from this data is consistent with above data that preferred
price is Rs 1,000- Rs5,000 irrespective of Sex of respondent

30. No. in rectangular box
represent no. of
respondent for particular
option in given age
basket . E.g 9 male
resondent told that they
spend Between Rs 2,000-
Rs 5,000 monthly on
apparel

31. 52% male respondent have share of 30%-70% branded apparel in their wardrobe while it
is just 30% in case of female . This indicates a very interesting fact that boys have out-
paced girls in having branded apparel in their wardrobe . It means boys are getting
more brand conscious .

32. 71% male respondent are satisfied with products offered to them while it is again only
55% incase of female respondent(possible reason can be fit as fit is very crucial for girls
and female respondents have told that store can improve on fit after saleswoman ) .

33. 67% male respondent are satisfied with customer service while it is just 55% in case of
female respondent

34. Black color is most preferred color among men while blue is among girls

35. As it can be easily noted that 33.33% male respondent feels that store can improve
on variety of product offering (we mentioned in our earlier report that store has a
problem of narrow assortment ) ,while 33.33% females feels that store can improve
on salesman .(As highlighted in slide no. as a possible reason for lower satisfaction
of female respondents with store environment )

36. Over all 40% respondent made a point that they will certainly recommend store to their
friends and family . But 48% male respondent have same point of view but it is only
33.33% incase of female respondent . So the issue raised through this report (Hiring
saleswomen for ladies section of store ) is very strong and needs immediate action for
the same

37. Newspaper and magazine , hoarding have greater influence on purchase behavior of
customers irrespective of Sex , while TV have shown influence on male respondent
even stronger than print media .

38. Hoarding are important means of communication for store as 34% respondents get to
know about promotional activity through hoarding .

39. Increasing height of brown color bar from income level below Rs 10,000 to Rs 20,000-
30,000/month shows increasing brand consciousness which in turn strengthen our
suggestion in our 1st report about building strong brand image is vital for K-lounge

40. Submitted BY :- Ajeet Kumar
Bandana Shekhr
Arvind Kumar
Divya Singh
Swati singh