lifestyle project final1

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LIFESTYLE

INDEX

Topics Page No.Executive Summary 1Acknowledgement 21) Introduction 3

2) About Lifestyle (Rajouri Garden) 4-6

3) About Lifestyle Concept: 7-16

a) Product Portfolio

b) Price Points

4) Market Share of the Various Products

17-20

5) Customer Profile 21-22

6) SWOT analysis 23-24

7) Data Analysis: 25-92

a) Research Methodology

b) Sampling Technique

c) Analysis of 200 Questionnaire of the store

d) Analysis of 50 Questionnaire of the market

8) Findings and Interpretations 93-98

a) of the store

b) of the market

9) Suggestions and Recommendations 99

10) Bibliography 100

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LIFESTYLE

EXECUTIVE SUMMARY

The Apparel Industry has undergone dramatic change for the past several years, due to

the entry of new brands and companies.

At Lifestyle, we have tracked, analyzed and modeled many of these changes, working

closely with our customers (internal and external) to generate vital business intelligence

and make key strategic decisions.

Lifestyle has witnessed a rapid growth in the country during the last decade. It has

provided numerous openings to a large pool of youth. But, unconventional work hours,

young workforce and high rate of competition have come to characterize this growing

industry which is finding itself at the cross roads when it comes to deal with its people.

This project was undertaken with the sole objective of analyzing the project given to me

is to study the consumer preference of the Lifestyle Concept of the store Lifestyle .

Lifestyle section wants its customers to feel at the top with mind-blowing combination

of never ending beauty, absolute romance and resilience. The fragrances added to this

section add fragrance to life which is very unique and exotic.

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LIFESTYLE

ACKNOWLEDGEMENT

I wish to acknowledge my indebtness to all those who assisted and advised me during the

research work, without whose guidance and invaluable support and time, the report

would not have been completed.

I would like to thank Mr. Chandru (Assistant Concept Manager-Lifestyle Concept), Mr.

Shailendra (Store Manager-Lifestyle Concept), Mr. Shree (Floor Manager-Lifestyle

Concept) for all the efforts and co-operation to make me understand the concept and to

learn difficulties and pathways to solve them.

I also wish to acknowledge the following for their support. Mr. Parikshit Sharma (Vice President-Lifestyle Store)

Mr. Satya

Mr. Jaishay (Human Resource Manager)

Staff members of Lifestyle Store. (Rajouri Garden)

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LIFESTYLE

INTRODUCTION

Headquartered in Dubai at the Oasis Mall, The Landmark Group, founded in 1973, was

started with the mission of becoming the foremost retailer in the Middle East, by

providing customers with a large variety of high quality products at exceptional value

under one roof.

From a single childrens store in Bahrain, the Landmark Group has expanded

exponentially today with 300 Stores in the Gulf and Middle East and staff strength of

over 4,000.

The main proposition of the Landmark Group is its product and concept innovation.

The entire retail experience revolves around its Concept stores, which have been

designed and engineered to suit evolving customer needs and lifestyles.

The five Concepts of the Landmark Stores are Baby Shop, Splash, Shoe Mart, Home

Centre and Lifestyle .

Multi-branded retail outlet model has been adopted by The Landmark Group in the

Indian market. Lifestyles retail outlets in India are mostly known and preferred by the

availability of a numerous variety of merchandise under each of its five concepts.

The foundation of Landmark Group is built on the philosophy that the 'Customer comes

first'.

The 3 pillars on which the Landmark Group continues to grow exponentially, ventures

into new markets and Captures greater market share are- Carefully listen. Constantly

adapt. Always deliver.

[Source:7 th December,2007,Lifestyle Stores,www.lifestylestores .co.cc]

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LIFESTYLE

LIFESTYLE (RAJOURI GARDEN)

Lifestyle store was opened up in Rajouri Garden on 2 nd December, 2005.

The store revolves around 5 Concepts in each of its outlet. Its brands ranges in both

branded and non branded domestic, International and in house brands.

The five Concepts of Lifestyle are Baby Shop, Splash, Shoe Mart, Home Centre and

Lifestyle .

Products kept under each Concept:

Baby Shop:

It keeps a complete range of Formal wear, Casual

wear, Party wear, Sports wear, Inner wear,

Outerwear, sleepwear for both boys and girls and

accessories adding to its range.

Some of the few brands kept are:

Gini & Johny, Disney, Barbie, Lilliput,Ruff, Juniors, Artex, Neva, Swan, Alamode,

Square, JRS active, Juniors, Disney, Sportking, Pigeon, Johnson & Johnson, Pampers,

Strieble, Avent, Mother Care, Smart fortune etc.

[Source:12 th December,2007,Lifestyle Stores,www.lifestylestores

.com/pages/store_locator.htm]

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LIFESTYLE

Splash:

Splash includes a wide range of both mens and

womens Casual Wear, Formal Wear, Party Wear,

Ethnic Wear, Innerwear and Sports Wear.

Some of the few brands kept under Womens wear

are:

Madame, MS, Levis, Lee, Pepe Jeans, Lee Cooper, Expozay, Melange, Biba, W,

Enamor, Sweet dreams, Triumph, Lady Care, Vanity Fair, Jockey, Juliet, Zync, Numero

Uno, Lovable, Allen Solly etc.



Some of the few brands kept under Mens wear are:

Nexus, Provogue, Black Berrys, Numero Uno, Louis Philippe, Pepe Jeans, Allen Solly,

Van Heusen, Zync, Jockey, Nike, Shapes, Reebok, Levis, Arrow, Adidas, Tycoon,

Wills, Colour Plus, Indian Terrain, Chromozome, Tommy Hilfiger etc.

Shoe Mart:

Shoe mart has an exclusive collection of shoes

and accessories. The range includes brands like

Reebok, Nike, ID, Hidesign Bags, Woodland,

Schuz, Xpressions, Red Tape, Baggit, Club tree,

Roselle etc.



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LIFESTYLE

Home Centre:

Home Classics range includes everything from homeware, to gifts, to furniture and

furnishings from across the world. An extensive collection of Lamps, carpets, curtains,

rugs, table linen, bed linen, glassware, crockery, cutlery, cookware, furniture and even

artificial plants, trees and flowers are included in the Home Centre section. Some of the

brands present in the store are: Swayam, Portico, Magpie, Crystal de etc.

Lifestyle Concept:

Lifestyle has the widest range of:

Exquisite Fashion Jewellery - Gili,

Ishi's, Nirvana, Carbon, Sparkles,

AdoraWatches - Titan, Citizen, Espirit,

Swatch, Tommy Hilfiger, Armani, Tag

Huer, Tissot, Mexx, Pierre Cardin,

Giordano, Police, Fossil and DKNY.

Sunglasses - Rayban, Polo Sport, Image, Sprint, Oakley, Scott, Espirit, Elle,

Giordano, Oxydo, Provogue, Tommy Hilfiger, Polaroid, Miame Blues and Levis.

Cosmetics - Revlon, L'Oreal, Chambor, Elizabeth Arden, Dianao-London,Maybelline, Artdeco, Lakme and Bourjois.

Fragrances - Hugo Boss, Calvin Klein, Azzaro, Burberry, Ferrari, Cartier, Lanvin,

Ted Lapidus, Cuciano Soprani, Faconnable, Tommy Hilfiger, Gant, Escada,

Lacoste, Valentino, Gucci, Evaflor, Jacquer Bogart, Thais, YvesSaint Laurent,

Joop, Jennifer Lopez, Adidas, Espirit, Tabac, Harley Davidson, Britney Spears,

Davidoff, Nina Ricci, Jacomo Trusardi, Mont Blanc, Carolina Herrera, Rochas,

Dunhill, Novae, Jenne Arthan, Parcolux, Aigner, Fahrenhiet Dior, Jadure, Pure

Poison and Miss Dior Cherier.

Health & Beauty - Shahnaz Hussain, Biotique, Lotus, VLCC.



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LIFESTYLE

Lifestyle Concept

The project given to me is to study the consumer preference of the Lifestyle Concept of

the store Lifestyle.

Lifestyle section wants its customers to feel at the top with mind-blowing combination

of never ending beauty, absolute romance and resilience. The fragrances added to this

section add fragrance to life which is very unique and exotic.

Product Portfolio

Exquisite Fashion Jewellery - Gili, Ishi's, Nirvana, Carbon, Sparkles and

Adora.

Adult Gifts:

Watches - Titan, Citizen, Espirit, Swatch, Tommy Hilfiger, Armani, Tag Huer, Tissot,

Mexx, Pierre Cardin, Giordano, Police, Fossil and DKNY.

Sunglasses - Rayban, Polo Sport, Image, Sprint, Oakley, Scott, Espirit, Elle, Giordano,

Oxydo, Provogue, Tommy Hilfiger, Polaroid, Miame Blues and Levis.

Cufflings State Express

Pens Cross, Parker, Sheaffer, Waterman.

Electronic Items Philips

Cosmetics & Fragrances

Cosmetics - Revlon, 'Oreal, Chambor, Elizabeth Arden, Dianao-London, Maybelline,

Artdeco, Lakme and Bourjois.

Fragrances - Hugo Boss, Calvin Klein, Azzaro, Burberry, Ferrari, Cartier, Lanvin, Ted

Lapidus, Cuciano Soprani, Faconnable, Tommy Hilfiger, Gant, Escada, Lacoste,

Valentino, Gucci, Evaflor, Jacquer Bogart, Thais, YvesSaint Laurent, Joop, Jennifer

Lopez, Adidas, Espirit, Tabac, Harley Davidson, Britney Spears, Davidoff, Nina Ricci,

Jacomo Trusardi, Mont Blanc, Carolina Herrera, Rochas, Dunhill, Novae, Jenne Arthan,

Parcolux, Aigner, Fahrenhiet Dior, Jadure, Pure Poison and Miss Dior Cherier.

Teen Gifts- Key Chains etc.

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LIFESTYLE

Fashion Accessories Earrings, Necklaces, Bracelets, Cufflings, Bindis, Hair brushes,

Mens accessories, Fashionable waist belts, Baby Pins, Hair Bands and Artificial

Jewellery of Estelle etc.

Health & Beauty - Shahnaz Hussain, Biotique, Lotus, VLCC.

Price Points of the products:

1) Adult gifts:

a) Watches

Brands Name of the Supplier Price Points

For Mens

Price Points

For WomensTommy Hilfiger Titan Industries Pvt. Ltd. Rs.4995-10000 Rs.3995-6000Espirit M.P. India Rs.3450-6000 Rs.2450-5500Mexx M.P. India Rs.3000-6450 Rs.2950-6000Pierre Cardin M.P. India Rs.2450-10000 Rs.3250-9000Giordano Megan Impex Rs.3450-6950 Rs.2500-6000Swatch Swatch India Pvt. Ltd. Rs.3250-5950 Rs.2350-6500Police Ganga Watches Ltd Rs.10000-18000 Rs.4600-10000Citizen Ganga Watches Ltd Rs.2300-22000 Rs.1900-23000Fossil Priority Marketing Pvt. Ltd. Rs.5000-7500 Rs.4300-6000DKNY Priority Marketing Pvt. Ltd. Rs.7050-11000 Rs.6210-10000Armani Rs.10000-27550 Rs.11000-20000Tissot Swatch India Pvt. Ltd. Rs.5500-30000 Rs.7600-15000Tag Heuer LVMH Rs.26800-450000 Rs.35100-

450000

[Source:23rdecember,2007,Lifestyle Stores,www.sebi.gov.in/dp/titanlof.pdf]

b) Sunglasses:

Brands Price RangeOakley Rs.5000-26000Espirit Rs.3000 onwardsElle Rs.1500 onwardsOakley Rs.5000 onwardsGiordano Rs.3000 onwardsTommy Hilfiger Rs.3000 onwards

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LIFESTYLE

Polo Sport Rs.3000 onwardsPoloroid Rs.2000 onwardsMiami Blues Rs.1000 onwardsLevis Rs.3000 onwardsProvogue Rs.2000 onwards

Polo Club Rs.1000 onwardsRay Ban Rs.3000 onwards

c) Pens:

Brands Price RangeCross Rs.795-7200Parker Rs.500-15000Sheaffer Rs.250-4500Waterman Rs.1400-17000

d) Electronic Items:

Brands Price RangePhilips Rs.595-12995

e) Cufflings:

Brands Price RangeState Express Rs.95-4952) Fine Jewellery:

a) Gili JewelleryProducts Price RangePendants Rs.1300-50000Rings Rs.2300-45000Earrings Rs.4000-50000Chains Rs.1400-5000

b) Nirvana JewelleryProducts Price RangePendants Rs.2500-36000+

Rings Rs.3000-30000+Earrings Rs.3000-30000+Chains Rs.1800-3000+

Nose Pin Rs.2600-5000+Bangles Rs.22000-100000+

Necklaces Rs.14000-26000+

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LIFESTYLE

c) Carbon Jewellery:Products Price RangePendants Rs.2750-34000+Ladies Rings Rs.4250-34000+Earrings Rs.4950-36000+

Chains Rs.1950 - 4250Mens Rings Rs.9950-18950+


d) Sparkles Jewellery:

Products Price RangePendants Rs.1000-30000+Ladies Rings Rs.1900-30000+Earrings Rs.3500-35000+Chains Rs.1100 - 3000Mens Rings Rs.10000-25000

e) Adora JewelleryProducts Price Range

Pendants Rs.3000-30000Ladies Rings Rs.5000-30000Earrings Rs.3500-40000Chains Rs.2000-4000Bracelets Rs.50000+Mens Rings Rs.15000-36000


3) Fragrances:

a) Intercraft Trading Pvt. Ltd., Mumbai. (Distributors of designer fragrances and

cosmetics)

Premium Brands Price RangeHugo Boss, Azzaro, Burberry, Ferrari,

Cartier, Lanvin, Ted Lapidus, Cuciano

Soprani, Faconnable, Tommy Hilfiger,

Gant, Escada, Lacoste, Valentino, Gucci,

Perfumes Rs.650-5500

Deodrants-Rs.650-990

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LIFESTYLE

Britney Spears, Nina Ricci,

Mid Range BrandsEvaflor, Jacquer Bogart, Thais, Rs.160-1200

b) Beauty Impex Pvt. Ltd.

Premium Brands Price RangeYvesSaint Laurent, Joop, Jennifer Lopez,

Davidoff

Perfumes Rs.650-5500

Deodrants-Rs.650-990Mid Range Brands

Adidas, Espirit, Tabac, Harley Davidson Rs.160-1200

c) M.K.P Distributors, Mumbai.

Premium Brands Price RangeJacomo Trusardi, Mont Blanc, Carolina

Herrera, Rochas, Dunhill, Novae

Rs.1400-3500

Mid Range BrandsJenne Arthan, Parcolux Rs.200-1100

d) Harmony Distributors Pvt.Ltd.

Brands Price RangeCalvin Klien Rs.995-3700

Aigner Rs.1400-2980Fahrenheit Dior, Jadure, Pure Poison and

Miss Dior Cherier.

Rs.1180-4450

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4) Fashion Accessories:Products Price Range

Earrings Rs.25-245Estelle Rs.45-2078

Bracelets Rs.35-99 Necklaces Rs.40-175Hair Bands Rs.29-325Rubber Bands Rs.15-30Baby Pins Rs.29-55Mens Bracelets & Neckline 55-125Hair Brushes Rs.275-545Bindis Rs.25-99

5) Health and Beauty:

a) Shahnaz Hussain

Products Price RangeSindoor Rs.110Gem Therapy Rs.575Sun Screen Rs.120-545Gold Range Rs.375-525Pearl Cream Rs.440-450Moisturizer Rs.400Shampoo Rs.290-590Hair Oil Rs.290-590Massage Cream Rs.220-3000Henna Rs.220-495Hair Pack Rs.200-375Face Pack Rs.155-575Soap Rs.38-130Mens RangeShaving Cream Rs.90After Shave Lotion Rs.400After Shave Moisturizer Rs.110

b) Lotus:

Products Price RangeGels Rs.110-180Shampoo Rs.75&135Sun Screen Rs.125-295Hair Oil Rs.195

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LIFESTYLE

Cream Rs.110-180Face Mask Rs.400Hair Pack Rs.155

c) Biotique:

Soap Rs.30-70Creams Rs.180-520Lotion Rs.150-280Shampoo Rs.150-700Lip Balm Rs.135Oil Rs.135Conditioner Rs.135Kajal Rs.95Mens Range Rs.180

d) VLCC

Soap Rs.15-27Creams Rs.140-375Lotion Rs.95-425Shampoo Rs.55-220Toner Rs.95 & 295Oil Rs.50-415Massage Cream Rs.140Face Wash Rs.95 & 295Cleansing Milk Rs.95 & 295Scrub Rs.160-450Packs Rs.140 & 550Foot Care Rs.95 & 295Henna Rs.55

[Source:28 December,2007,Lifestyle Stores,www.megamalls.in/index.php]

6) Cosmetics

Products/ Bourjoi Maybelli Artdeco Dianao Revlon Lakme Cham Lorea

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LIFESTYLE

Brands(inRs.)

s ne -London

bor l

EyeShadow

215-360 129&199 300 225 250-395

125 395 375-425

LipGlosses 475-520 - 700 295 170-250 95-180 385 450

NailPaints

125-260 55 450-750 110-165 85&115

60 210 225&350

Glitters 555 - 450 295 450 60 - 619Lipstick +Gloss

550 119&199 600 295 225-500

165 395 470

Eye Pencil 180 199 300 155-195 135-285

50-125 170-275

360

Lip Pencil 185 179 350 155-195 135-285

99 185 380

Lip Stick 475-555 299 525 225-325 245-500

140-275

315-445

445-499

Foundation

575 349-449 1625 450 120-495

75&95 440-695

510-710

Blushers 525 - 415 - 325 - 415 530Lipstick +Lipliner

320 - 1100 275 - 275 495 -

Concealer 550 299 600 295 350 175 - 499Mascara 390-575 219 600 300 220-

375150 315 380-

550LiquidEyeliner

400 299 650 310 250-375

45&95 280 410

Compact 320-700 129 1500 415 225-450

70&155

575 675-695

EyelinerGlitter

- - - 345 - 99 - -

LiquidLipstick

- - - 315 225-500

180 380 450

[Source:28 December,2007,Lifestyle Stores,www.megamalls.in/index.php]

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MARKET SHARE OF THE VARIOUS PRODUCTS

The organized retailing is growing. We also know that fashion is a big component of both

the branded as well as the total retail market.

As the mall sprawl continues, the macro issue will be how to fashion the future of retail

that has the potential of bringing Rs 40,000 crore business in the organized fold by the

year 2006-07.

If we discuss retail as a business and fashion as a segment, who are these brands and

retailers that will occupy this upcoming premium space? With each mall beginning to

look like the other with the same set of anchors and brands, the challenge will be for

brands, retailers and malls to differentiate their offering. We are talking of no less than 35

hypermarkets, 325 large department stores, 1,500 supermarkets and over 10,000

exclusive retail showrooms that need to lease or buy space in over 300 malls, shopping

centers that are under construction and hundreds of markets that are being renovated all

over the country within the next three years to make retail really happening.

Clothing and textiles constitute the largest block of organized retailing and if we were to

consider all fashion and lifestyle segments like jewellery, watches, health & beauty care

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LIFESTYLE

services, then fashion as such would constitute about 60 per cent of the organized

retailing pie.

Of all the retail segments, watches are the most organized with almost 40 per cent of the

market being controlled by branded and organized players. The next most organized

segment is that of footwear (25 per cent) followed by clothing (13.6 per cent).

[Source:31 st December,2007,Lifestyle Stores,www.news.webindia123/news]

The Organized retail in 2004 was Rs. 280 billion

from the above chart we can see that Jewellery and Watches contributed to only 7% of

the organized retail and Health & Beauty (including services) 2%.

[Source: 2 nd January,2008,Lifestyle Stores,www.halo3.co.in/retailer_list.htm]

Current scenario:

17

Organized Retail in 2004- Rs.280 billion

39%

9%7%3%2%

18%

13%

3% 3% 2%1%

Clothing, Textiles &Fashion accessories:

Footwear

Jewelry & watches

Mobile hand sets &accessories

Health & Beauty

(including services)Food & Grocery

Consumer Durables

Books, Music & Gifts

Home

Pharma

Entertainment


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INDIAN JEWELLERY MARKET

The total jewellery market in India is estimated at over Rs 58,000 crore, of which

diamond jewellery comprises the largest segment at about Rs 15,000 crore.

According to a survey by the Gitanjali Group, branded diamond jewellery is growing at

over 20 per cent per year.

The survey also found that there are over five lakh retail stores selling jewellery, of which

more than 10,000 stock diamond jewellery.

For the jewellery retailers, the survey established a huge potential for future growth in

this area, since only three per cent jewellery buyers today do their shopping from malls,

while another 49 per cent buy from the local jeweller.

As per the survey, about 75 per cent of jewellery sales take place in the metros, with gold

jewellery being the first preference of consumers, but diamond is also slowly growing onthe preference list.

(Source: www.Indbazaar.com)

Major Players in Indian Jewellery Market

Asmi

Nirvana

Gili

IshisSangini

Kiah

Ddamas

Gem Affair

Instyle

AgniCarbon

Sparkles

Adora

Eros

Cygnus

AceTanishque

WATCHES

If the latest statistics suggest that some 35 million watches are sold in a year, of this

figure, 15 million are sold in the branded and luxury watch segment, the total market in

2006 will stand at 40 to 42 million watches sold and that the luxury watch quotient will

scale upwards in proportion. (Source: Saturday, December 24, 2005, The Telegraph,

Kolkatta)

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LIFESTYLE

Titan is the market leader with over 60 per cent of the domestic market share in the

organized watch market. Its exclusive retail showroom chain World of Titan is

amongst the largest in its category. Titan watches are sold through over 9,000 outlets in

over 2,300 cities and internationally in over 30 countries including the UK, Spain, Greece

and countries in the Middle East and Asia Pacific.

Major Players in Branded Watches MarketTitan

Citizen

Espirit

Swatch

Tommy Hilfiger

Armani

Tag Huer

Tissot

Mexx

Pierre Cardin

Giordano

Police

Fossil

Rado

DKNY.

HMT

Citizen

Sonata

Timex

Maxima

FRAGRANCES

The total market size of fragrances, in the organised category, in the country is Rs 400

crore and is growing at a rate of 18 per cent every year.

Major Players in the Fragrances Market

Hugo Boss

Azzaro

Burberry

Ferrari

Cartier

Lanvin

Chanel

Ted Lapidus

Faconnable

Tommy Hilfiger

Gant

Escada

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LIFESTYLE

Lacoste

Gucci

Britney Spears

Nina Ricci

Customer Profile of the Lifestyle Section in Lifestyle in Rajouri Garden

Customer is the King is a well said and a well known phrase. So one needs to study the

customer profile of the store, of the market/area where the store is located, very

thoroughly.

Demographic Profile:

Age: Lifestyle mainly focuses on the age group, which is between 18-35 years. It

basically focuses on the youth section of the society. So the majority of the

customers visiting this section of Lifestyle is youth.Income Level: Since, Rajouri Garden is is Mid- Income Profile area, so the

people visiting the Lifestyle Section are mostly between the income group of

10000-30000.

Gender: Mainly and in majority the females visit the Lifestyle section more than

the males.

Geographical Profile:

Catchment Area: Most of the respondents coming to the store are from Rajouri

Garden, Karol Bagh, Naraina Vihar, Kirti Nagar, Pitam Pura, Janak Puri, Tagore

Garden, Rohini, Rajendra Place, Inder Puri and Patel Nagar.

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LIFESTYLE

Apart from these major areas, people also do come from Bali Nagar, Paschim

Vihar, Vikas Puri, North Campus, Moti Nagar, Pusa Road, Lajpat Nagar, Ashok

Vihar, Ramesh Nagar, Hari Nagar, Sarojini Nagar, Delhi Cant, Uttam Nagar, few

from Noida etc.

[Source:31 st December,2007,Lifestyle Stores,www.news.webindia123/news]

Location of Rajouri Garden in West Delhi:

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[Source:3 rd Jan,2008,Lifestyle Stores,www.realestate.indiatimes.com/articles]

SWOT

(Strengths, Weaknesses, Opportunities and Threats)

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of

Lifestyle Concept

Strengths

Being an anchor store in City Square Mall, Lifestyle has an edge over all the

coming up Malls and stores to make satisfied and permanent customers.

Availability of all the Brands under one roof in deep assortment and wide variety.

Well trained CSRs

Friendly environment

Separate entry from the basement to the store.

Have an International appeal and a very luxurious & superb environment.

Easily assessable to all the products and categories kept around the Lifestyle

section.

Weakness

Absence of mid-segment brands like Ayur, Maxima, Elle 18, etc.

Absence of varieties in artificial Jewellery

Absence of varieties in Fashion Accessories Segment like: Non-Branded

Fashionable Watches, Mens Leather Bands, Nose Pins, Clip Ons and Gift Sets

etc.

No Discounts given which is mainly demanded.

Availability of products at a much higher ranges compared to the other retail

stores.

Hidden visibility of some of the brands behind the pillar.

Lack of movable space between the Fashion Accessories and Jewellery section.

Opportunities

Government approval of FDI in retail.

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LIFESTYLE

Can grab a greater market share by attracting a large number of customers.

Can go for skin test of the customers by the skin consultants and advice the

customers which cream or soap is best suited for their face.

Should expand the width of their merchandise.

Increasing number of footfalls, thereby higher conversion, because of the opening

of many food courts in the mall.

Lifestyle, the nearest of any outlets from metro station.

Opening of disco theck in the mall.

No substitute for quality of Lifestyle products in the Rajouri market of our

standards.

Threats

Presence of Mega marts in the local Rajouri Market.

Easy accessibility to nearby developed market for Lifestyle products specially

Jewellery.

Better promotional activities from the competitors. For e.g. seasonal discounts etc.

Competition from grey market.

Upcoming competition from Departmental Stores like Shoppers Stop.

[Source:5thJan,2008,Lifestyle Stores,www.lifestylestores.com]

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DATA ANALYSIS

RESEARCH METHODOLOGY

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Firstly I went to the store for a weeks time to analyze the store completely. I

studied my concept thoroughly and then to conduct the survey and to compile my

report on Consumer Preferences for Lifestyle products in Rajouri Garden, I have

used the questionnaire method.

Then, I prepared a questionnaire both for the store survey and the Markey survey.

Sample size used for store survey is 200 and the Markey survey is 50.

I have taken each question and made a data analysis sheet in the following format

for each question:

SAMPLING TECHNIQUES

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LIFESTYLE

Sample is a subgroup of the elements of the population selected for participation in the

study.

Sampling design begins by specifying the target population. The target population is the

collection of elements or objects that possess the information sought by the researcher

and about which inferences are to be made.

To conduct my survey, I have used:Non-Probability Sampling:

Any sampling procedure that does not satisfy the chance of selecting any universe

element is a non-probability sampling method no matter what else is included in the

specification. This method of sampling I have used Judgemental Sampling Technique .

In this method, the population elements are purposively selected based on the judgement

of the researcher. In the Lifestyle Concept, the target population is the youth and so the

questionnaire I got filled was from the youths.

[Source:Philip Kotler-Marketing Management]

27

Probability Sampling

Techniques

Snow ballSampling

JudgementalSampling

QuotaSampling

Sampling Techniques

Non probability SamplingTechniques

ConvenienceSampling


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Analysis of the 200 Questionnaires of the Store

Q1) How frequently do you purchase Lifestyle products?

a. Weekly

b. Monthly

c. Yearly

d. Occasionally

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The question when asked, how frequently did the respondents Purchased Lifestyle

product:

Out of 200 respondents,

10 (5%) respondents said weekly

80 (40%) respondents said Monthly

20 (10%) respondents said Yearly

90 (45%) respondents said Occasionally

The findings are summarized in Graph 1:

10

80

20

90

0

20

40

60

80

100

Number of Respondents

Week ly Monthly Yearly Oc cas inally

Frequency

Frequency in purchasing Lifestyle product

Graph 1

From the above graph, we got to know that nearly half of the respondents i.e. 45%

Purchase Lifestyle products Occasionally, 40% Monthly, 10% Yearly and the minor 5%

purchase Weekly.

Q2) Where do you usually buy these Lifestyle products?

a. Individual Stores

b. Retail Stores

c. Local Market

d. Others

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LIFESTYLE

The question when asked, where the respondents usually buy the Lifestyle products:


35 (17.5%) respondents said Individual Stores

106 (53%) respondents said Retail Stores

47 (23.5%) respondents said Local Market

12 (6%) respondents said Others.

The findings are summarized in Graph 2

Graph 2

From the above graph, we got to know that half of the respondents i.e. 53% purchase

Lifestyle products from Retail Stores, 23.5% buy it from Local Market, 17.5% buy it

from Individual stores and the remaining 6% purchase it elsewhere.

Q3) Which category do you prefer to buy in Lifestyle?

a. Jewellery

b. Cosmetics

c. Watches

d. Fragrances

e. Sun Glasses

30

35

106

47 12

020406080

100120

No.of Respondents

Ind. Str Retail Str Local Mkt OthersPlaces

When asked "Where do you usually buy Lifestyleproducts from"


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LIFESTYLE

Q4) Do you like the Lifestyle products of Lifestyle?a. Yes

b. No

The question when asked, do the respondents like the Lifestyle products of Lifestyle:


199 (99.5%) respondents said Yes

1 (0.5%) respondents said No.


When asked "Do you like the Lifestyle products of Lifestyle"

Yes, 199

No, 1

Graph 4

From the above graph, it is clearly seen that 99.5% of the respondents like the Lifestyle

products of Lifestyle and 0.5% of the respondents dont like the Lifestyle products of

Lifestyle.

Q5) How would you rate the following Lifestyle products in Lifestyle?

JEWELLERY:The question when asked, how would the respondents rank Jewellery in Lifestyle:

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LIFESTYLE


47 (24%) respondents said Excellent

95 (48%) respondents said Very Good

50 (25%) respondents said Good 6 (3%) respondents said Fair

0 (0%) respondents said Poor


Graph 5

From the above graph, 24% of the respondents ranked Jewellery Excellent in Lifestyle,

48% respondents ranked Very Good, 25% respondents ranked Good, 3% respondents

ranked Fair and none of the respondents ranked it Poor.

COSMETICS:

The question when asked, how would the respondents rank the Cosmetics in Lifestyle:


33

47

95

50

6 00

20

40

60

80

100

No. of Respondents

E x c e l l e n t

Very

Good

G

ood

Fair

Poor

Jewellery

When asked "how would you rate Jewellery in

Lifestyle"

Jewellery ExcellentJewellery Very GoodJewellery GoodJewellery Fair Jewellery Poor


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LIFESTYLE

71 (35.5%) respondents said Excellent


38 (19%) respondents said Good

1 (0.5%) respondents said Fair 0 (0%) respondents said Poor


7190

38 1 0

020406080

100

No. of respondents

E x c e

l l e n

t

V e r y

G o o

d

G o o

d

F a

i r

P o o r

Cosmetics

When asked" How would you rate cosmetics inLifestyle"

Cosmetics Excellent

Cosmetics Very Good

Cosmetics Good

Cosmetics Fair

Cosmetics Poor

Graph 6

From the above graph, 35.5% of the respondents ranked Cosmetics Excellent in Lifestyle,

45% respondents ranked Very Good, 19% respondents ranked Good, 0.5% respondents


WATCHES:The question when asked, how would the respondents rank Watches in Lifestyle:



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LIFESTYLE



7 (3.5%) respondents said Fair



63

92

37 7 0

020406080

100

No. of Respondents

E x c e

l l e n

t

V e r y

G o o

d

G o o

d

F a

i r

P o o r

Watches

When asked" How would you rate watches inLifestyle"

Watches Excellent

Watches Very Good

Watches Good

Watches Fair

Watches Poor

Graph 7

From the above graph, 31.5% of the respondents ranked Watches Excellent in Lifestyle,

46% respondents ranked Very Good, 19% respondents ranked Good, 3.5% respondents


FRAGRANCES:

The question when asked, how would the respondents rank Fragrances in Lifestyle:



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LIFESTYLE


33 (16.5%) respondents said Good

0 (0%) respondents said Fair



Graph 8

From the above graph, 37.5% of the respondents ranked Fragrances Excellent in

Lifestyle, 46% respondents ranked Very Good, 16.5% respondents ranked Good, 0%

respondents ranked Fair and none of the respondents ranked it Poor.

SUN GLASSES:

The question when asked, how would the respondents rank Sun Glasses in Lifestyle:



36

75

92

33 0 0

01020304050607080

90100

No. of Responses

E x c e l l e n t V

ery

G o o d Good

Fair

Poor

Fragrances

When asked"How would you rate Fragrances inLIfestyle"

Fragrances Excellent

Fragrances Very Good

Fragrances Good

Fragrances Fair

Fragrances Poor


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LIFESTYLE






Graph 9

From the above graph, 28% of the respondents ranked Sun Glasses Excellent in Lifestyle,



FASHION ACCESSORIES:

The question when asked, how would the respondents rank the Fashion Accessories

products of Lifestyle:



37

56

81

49

12 1010

2030405060708090

No. of Responses

Excell

ent V

ery

Good G

ood

Fair

Po

or

Sun Glasses

When asked How would you rate Sun Glasses inLifestyle"

Sun Glasses Excellent

Sun Glasses Very GoodSun Glasses Good

Sun Glasses Fair

Sun Glasses Poor


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LIFESTYLE

71 (35.5%) respondents said Very Good


7 (3.5%) respondents said Fair

1 (0.5%) respondents said Poor


85

71

367

10

1020304050

60708090

No. of Responses

E x c e

l l e n

t

V e r y

G o o

d

G o o

d

F a

i r

P o o r

Fashion Accessories

When asked"How would you rate FashionAccessories in LIfestyle"

Fashion AccessoriesExcellent

Fashion Accessories

Very GoodFashion AccessoriesGood

Fashion AccessoriesFair

Fashion AccessoriesPoor

Graph 10

From the above graph, 42.5% of the respondents ranked Fashion Accessories Excellent in

Lifestyle, 35.5% respondents ranked Very Good, 18% respondents ranked Good, 3.5%

respondents ranked Fair and 0.5% of the respondents ranked it Poor.

SKIN CARE:

The question when asked, how would the respondents rank Skin Care in Lifestyle:Out of 198 respondents,




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LIFESTYLE


0 (0%) respondents said Poor.


72 81

36

9 00

20406080

100

No. of Responses

E x c e

l l e n

t

V e r y

G o o

d

G o o

d

F a i r

P o o r

Skin Care

When asked "How would you rate Skin Care inLifestyle"

Skin Care Excellent

Skin Care Very Good

Skin Care Good

Skin Care Fair Skin Care Poor

Graph 11

From the above graph, 36% of the respondents ranked Skin Care Excellent in Lifestyle,



Q6) Are you satisfied with the different brands available?a. Yes

b. No

The question when asked, are the respondents satisfied with the different brands available


194 (97%) respondents said Yes

06 (3%) respondents said No.

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LIFESTYLE


When asked "Are you satisfied with the differentbrands available"

194

6

NoYes

Graph 12

From the above graph, it is clearly seen that 97% of the respondents are satisfied with the

different brands available and 3% of the respondents are not satisfied with the different

brands available.

Q7) How much do you spend on Lifestyle Products?

JEWELLERY:The question when asked, how much the respondents spend on Jewellery:


3 (2%) respondents said


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LIFESTYLE

70 (38%) respondents said >5000


When asked "How much do you generally spendon Jewellery"

2% 5%

23%

32%

38%5000

Graph 13

From the above graph, 2% of the respondents spend less than Rs.100 on Jewellery, 5% of

the respondents spend at around 100-500, 23% of the respondents spend at around 500-

1000, 32% of the respondents spend at around 1000-5000 and 38% of the respondents

spend more than Rs. 5000.

COSMETICS:The question when asked, how much the respondents spend on Cosmetics:


7 (4%) respondents said


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LIFESTYLE

1 (1%) respondents said >5000


When asked "How much do you generally spendon Cosmetics"

4%

29%

44%

22%1%

5000

Graph 14

From the above graph, 4% of the respondents spend less than Rs.100 on Cosmetics, 29%

of the respondents spend at around 100-500, 44% of the respondents spend at around

500-1000, 22% of the respondents spend at around 1000-5000 and 1% of the respondents


WATCHES:The question when asked, how much the respondents spend on Watches:


3 (2%) respondents said 5000

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LIFESTYLE


When asked "How much do you generally spendon Watches"

2%21%

34%

40%

3%5000

Graph 15

From the above graph, 2% of the respondents spend less than Rs.100 on Watches, 21% of

the respondents spend at around 100-500, 34% of the respondents spend at around 500-

1000, 40% of the respondents spend at around 1000-5000 and 3% of the respondents


FRAGRANCES:The question when asked, how much the respondents spend on Fragrances:



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LIFESTYLE


When asked "How much do you generally spendon Fragrances"

2%28%

27%

41%

2%5000

Graph 16

From the above graph, 2% of the respondents spend less than Rs.100 on Fragrances, 28%


500-1000, 41% of the respondents spend at around 1000-5000 and 2% of the respondents


SUN GLASSES:The question when asked, how much the respondents spend on Sun Glasses:




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LIFESTYLE

When asked "How much do you generally spendon Sun Glasses"

3%

33%

34%

29%1%

5000

Graph 17

From the above graph, 3% of the respondents spend less than Rs.100 on Sun Glasses,

33% of the respondents spend at around 100-500, 34% of the respondents spend at

around 500-1000, 29% of the respondents spend at around 1000-5000 and 1% of the

respondents spend more than Rs. 5000.

FASHION ACCESSORIES:The question when asked, how much the respondents spend on Fashion Accessories:




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LIFESTYLE

When asked "How much do you gene r spe nd on Fashion Accessorie s"

9%

49%

33%

9% 0%5000

Graph 18

From the above graph, 9% of the respondents spend less than Rs.100 on Fashion

Accessories, 49% of the respondents spend at around 100-500, 33% of the respondents

spend at around 500-1000, 9% of the respondents spend at around 1000-5000 and none of

the respondents spend more than Rs. 5000.

SKIN CARE:The question when asked, how much the respondents spend on Skin Care:




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LIFESTYLE

When aske d "How much do you ge ne rally spe ndSkin Care "

6%

41%

36%

17% 0%5000

Graph 19

From the above graph, 6% of the respondents spend less than Rs.100 on Skin Care, 41%


500-1000, 17% of the respondents spend at around 1000-5000 and none of the

respondents spend more than Rs. 5000.

Q8) How much is the following factor important to you while making a purchase?

VARIETY:

The question when asked, how much is Variety important to you while making a

purchase:


111 (55.5%) respondents said Extremely Important

83 (41.5%) respondents said Very Important

6 (3%) respondents said Somewhat Important

0 (0%) respondents said Not very Important

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LIFESTYLE

0 (0%) respondents said Not at all Important


Graph 20

From the above graph, we can see that 55.5% of the respondents consider Variety to be

Extremely Important, 41.5% of the respondents consider Very Important, 3% consider

Somewhat Important, 0% consider Not very Important and none of the respondents

consider Not at all Important.

BRAND:The question when asked, how much is Brand important to you while making a purchase:



46 (23%) respondents said Very Important

25 (12.5%) respondents said Somewhat Important

16 (8%) respondents said Not very Important


48

111

83

6 0 0020

406080

100120

No. of Responses

Variety

When asked "How much is Variety Important to You"

Ex. Impt

Very Impt

Somewt Impt

Not V.Impt

Not at all Impt


49/98

LIFESTYLE


101

4625 16 12

020406080

100120

No. of Responses

Ex.Impt

VeryImpt

SomewtImpt

NotV.Impt

Not atall Impt

Brand

When asked "How much is Brand Important toyou"

Ex. Impt

Very Impt

Somewt Impt

Not V.Impt

Not at all Impt

Graph 21

From the above graph, we can see that 50.5% of the respondents consider Brand to be

Extremely Important, 23% of the respondents consider Very Important, 12.5% consider

Somewhat Important, 8% consider Not very Important and 6% of the respondents


PRICE:

The question when asked, how much is Price important to you while making a purchase:


68 (34%) respondents said Extremely Important


46 (23%) respondents said Somewhat Important

11 (5.5%) respondents said Not very Important


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LIFESTYLE


68 71

46

114

0

20

40

60

80

No. of Response

Ex. Impt VeryImpt

Somew tImpt

NotV.Impt

Not atall Impt

Price

When asked "How much is Price Importanyou"

Ex. Impt

Very Impt

Somewt Impt

Not V.Impt

Not at all Imp

Graph 22

From the above graph, we can see that 34% of the respondents consider Price to be

Extremely Important, 35.5% of the respondents consider Very Important, 23% consider

Somewhat Important, 5.5% consider Not very Important and 2% of the respondentsconsider Not at all Important .

QUALITY:The question when asked, how much is Quality important to you while making a

purchase:







50


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LIFESTYLE


117

71

11 1 00

20406080

100120

No. of Responses

Ex. Impt VeryImpt

SomewtImpt

NotV.Impt

Not atall Impt

Quality

When asked "How much is Quality Importantto you"

Ex. ImptVery ImptSomewt ImptNot V.Impt

Not at all Impt

Graph 23

From the above graph, we can see that 58.5% of the respondents consider Quality to be

Extremely Important, 35.5% of the respondents consider Very Important, 5.5% consider

Somewhat Important, 0.5% consider Not very Important and 2% of the respondents


STYLE:The question when asked, how much is Style important to you while making a purchase:







51


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LIFESTYLE


109

71

191 0

020406080

100120

No.of Responses

Ex. Impt VeryImpt

SomewtImpt

NotV.Impt

Not atall Impt

Style

When asked "How much is Style Important toyou"

Ex. Impt

Very Impt

Somewt Impt

Not V.Impt

Not at all Impt

Graph 24

From the above graph, we can see that 54.5% of the respondents consider Style to be

Extremely Important, 35.5% of the respondents consider Very Important, 9.5% consider

Somewhat Important, 0.5% consider Not very Important and 2% of the respondents


Q9) Which are the factors which influence you to enter into the Lifestyle section? Rank them: (1 being the most preferred and 8 being the least preferred).

a. Visual Appeal b. Display of Merchandisec. Varieties Availabled. Brands Availablee. Customer Servicef. Ambienceg. Promotions

h. Discounts

a) VISUAL APPEALRANK 1 2 3 4 5 6 7 8No. of Responses

26 11 38 32 35 22 22 14

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LIFESTYLE

No. of Responses Weightage No. of Responses *Weightage

26 8 20811 7 77

38 6 22832 5 16035 4 14022 3 6622 2 4414 1 14

Total Weightage 937

AVERAGE WEIGHT = TOTAL WEIGHTAGE

NO. OF RESPONSES

= 937 / 200= 4.68

b) DISPLAY OF MERCHANDISERANK 1 2 3 4 5 6 7 8No. of Responses

7 13 12 28 26 39 40 35

No. of Responses Weightage No. of Responses *Weig htage

7 8 5613 7 9112 6 7228 5 14026 4 10439 3 11740 2 8035 1 35

Total Weightage 695

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LIFESTYLE


NO. OF RESPONSES

= 695 / 200= 3.47

c) VARIETIES AVAILABLERANK 1 2 3 4 5 6 7 8No. of Responses

36 49 36 34 20 16 5 4


36 8 28849 7 34336 6 21634 5 17020 4 8016 3 485 2 104 1 4

Total Weightage 1159


NO. OF RESPONSES

= 1159 / 200= 5.79

d) BRANDS AVAILABLE

RANK 1 2 3 4 5 6 7 8No. of Responses

44 39 32 18 15 13 19 21


44 8 35239 7 273

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LIFESTYLE

32 6 19218 5 9015 4 6013 3 3919 2 38

21 1 21Total Weightage 1065


NO. OF RESPONSES

= 1065 / 200= 5.32

e) CUSTOMER SERVICERANK 1 2 3 4 5 6 7 8No. of Responses

10 14 30 30 35 24 33 24


10 8 8014 7 98

30 6 18030 5 15035 4 14024 3 7233 2 6624 1 24

Total Weightage 810

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LIFESTYLE


NO. OF RESPONSES

= 810 / 200= 4.05

f) AMBIENCERANK 1 2 3 4 5 6 7 8No. of Responses

8 15 17 21 34 44 35 26


8 8 64

15 7 10517 6 10221 5 10534 4 13644 3 13235 2 7026 1 26

Total Weightage 740


NO. OF RESPONSES

= 740 / 200= 3.70

g) PROMOTIONSRANK 1 2 3 4 5 6 7 8

No. of Responses

28 34 21 22 20 27 29 19

No. of Responses Weightage No. of Responses *Weig htage

28 8 22434 7 23821 6 126

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LIFESTYLE

22 5 11020 4 8027 3 8129 2 5819 1 19

Total Weightage 936


NO. OF RESPONSES

= 936 / 200= 4.68

h) DISCOUNTS:RANK 1 2 3 4 5 6 7 8No. of Responses

40 25 15 15 15 15 15 60


40 8 32025 7 17515 6 90

15 5 7515 4 6015 3 4515 2 3060 1 60

Total Weightage 855


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LIFESTYLE

NO. OF RESPONSES

= 855 / 200= 4.27

Hence, summing up the average weightage of each influential factor:Factor Weighted Average

Visual Appeal 4.68Display of Merchandise 3.47Varieties Available 5.79Brands Available 5.32Customer Service 4.05Ambience 3.7Promotions 4.68Discounts 4.27

Weighted average of the factors that influence therespondents to enter into the Lifestyle section

4.27

4.68

3.74.05

5.324.68

3.47

5.79

0

1

2 3

4

5

6

V i s u a

l

A p p e a l

D i s p l a y o f

M e r c h a n

d i s e

V a r

i e t i e s

A v a i

l a b l e

B r a n d s

A v a i

l a b l e

C u s

t o m e r

S e r v i c e

A m

b i e n c e

P r o m o t

i o n s

D i s c o u n

t s

Factors

a v e r a g e w e i g h

t a g e

Graph 25

From the above graph and calculation, we can clearly see that the consumers

want Varieties (weightage 5.79) to be there and which influence the most to

enter into the Lifestyle section. Secondly, they want that Brands (weightage

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LIFESTYLE

5.32) should be available, followed by Visual Appeal and Promotions

(weightage 4.68 each). Respondents also do want Discount (weightage 4.27)

and the least influencial factors are Customer Service (weightage 4.05),

Ambience (weightage 3.70) and Display of Merchandise (weightage 3.47).

Q10) Rank the following products in order of your preference (1 being the mostpreferred and 7 being the least preferred).

a. Jewellery

b. Cosmetics

c. Watches

d. Fragrances

e. Sun Glasses

f. Fashion Accessories

g. Skin Care

a) JEWELLERYRANK 1 2 3 4 5 6 7No. of Responses

29 20 32 40 26 21 32


29 7 203

20 6 12032 5 16040 4 16026 3 7821 2 4232 1 32

Total Weightage 795

59


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LIFESTYLE


NO. OF RESPONSES

= 795 / 200

= 3.98

b) COSMETICSRANK 1 2 3 4 5 6 7No. of Responses

37 46 24 20 27 26 20


37 7 25946 6 27624 5 12020 4 8027 3 8126 2 5220 1 20

Total Weightage 888


NO. OF RESPONSES

= 888 / 200= 4.44

c) WATCHESRANK 1 2 3 4 5 6 7

60


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LIFESTYLE

No. of Responses

26 24 36 28 24 35 27


26 7 18224 6 14436 5 18028 4 11224 3 7235 2 7027 1 27

Total Weightage 787


NO. OF RESPONSES

= 787 / 200= 3.93

d) FRAGRANCESRANK 1 2 3 4 5 6 7No. of Responses

40 37 23 36 27 20 17


40 7 28037 6 22223 5 11536 4 14427 3 8120 2 4017 1 17

Total Weightage 899


NO. OF RESPONSES

= 899 / 200= 4.49

e) SUN GLASSESRANK 1 2 3 4 5 6 7

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LIFESTYLE

No. of Responses

11 22 26 30 31 33 48


11 7 7722 6 13226 5 13029 4 11631 3 9333 2 6648 1 48

Total Weightage 662


NO. OF RESPONSES

= 662 / 200= 3.31

f) FASHION ACCESSORIESRANK 1 2 3 4 5 6 7No. of Responses

49 24 18 29 25 31 24


49 7 34324 6 14418 5 9029 4 11625 3 7531 2 6224 1 24

Total Weightage 854


NO. OF RESPONSES

= 854 / 200= 4.27

g) SKIN CARE

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LIFESTYLE

RANK 1 2 3 4 5 6 7No. of Responses

8 26 42 18 40 35 31

No. of Responses Weightage No. of Responses *

Weightage8 7 5626 6 15642 5 21018 4 7241 3 12335 2 7030 1 30

Total Weightage 713


NO. OF RESPONSES

= 713 / 200= 3.56

Hence, summing up the average weightage of each influential factor:Products

Jeweller y

Cosmetics

Watches Fragrances

SunGlasses

FashionAccessories

SkinCare

AverageWeightage

3.98 4.44 3.93 4.49 3.33 4.27 3.56

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LIFESTYLE

Weighted Average of the P referred prod

0

3.56

4.27

3.31

4.49

3.93

4.443.98

0

1

2

3

4

5

J e w e l

l e r y

C o s m e t

i c s

W a t c h e s

F r a g r a n c e s

S u n

G l a s s e s

F a s h

i o n

S k i n C a r e

Product

W e i g

h t e d

A v e r a g e

Graph 26

From the above graph and calculation, we can clearly see that the consumers

mostly prefer Fragrances (weightage 4.49) . Secondly, they prefer Cosmetics

(weightage 4.44) , followed by Fashion Accessories (weightage 4.27). And

then their preference goes for Jewellery (weightage 3.98) and the least

preferred products are Watches (weightage 3.93), Skin Care (weightage 3.56)

and Sun Glasses (weightage 3.33).

Q11) What do you like the most in Fashion Accessories section of Lifestyle?a. Earringsb. Bracelets

c. Necklacesd. Hair Bands

e. Baby Pinsf. Mens Accessories

g. Hair Brushesh. Bindis

The question when asked, what do the respondents like the most in Fashion

Accessories section of Lifestyle:


97 (39%) respondents said Earrings

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LIFESTYLE

30 (12%) respondents said Bracelets 34 (13%) respondents said Necklaces 9 (3%) respondents said Hair Bands 17 (6%) respondents said Baby Pins 39 (15%) respondents said Mens Accessories 11 (4%) respondents said Hair Brushes 9 (3%) respondents said Bindis


97

30

34

9

17

39

11

9

0 20 40 60 80 100

No. of Responses

Earrings

BraceletsNecklaces

Hair BandsBaby Pins

Men's Acc.Hair Brushes

Bindis

F a s

h i o n

A c c e s s o r i

C a

t e g o r i e s

When asked "In Fashion Accessories whichcategory do you prefer the most"

Graph 27

From the above graph, we see that 39% of the respondents like Earrings, 12%like Bracelets, 13% like Necklaces, 3% like Hair Bands, 6% like Baby Pins, 15%like Mens Accessories, 4% like Hair Brushes and the remaining 3% respondentslike Bindis.

Q12) Do you want to add something else in the Fashion Accessories section?a. Yesb. No

The question when asked, do the respondents want to add something else inFashion Accessories section:



137 (68%) respondents said No.

65


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LIFESTYLE


When asked "Do you want to add Something else

to the Fashion Accessories section"

63, 32%

137, 68%

Yes

No

Graph 28

From the above graph, it is clearly seen that the majority of the respondents i.e.

68% of the respondents dont want to add something else in the Fashion Accessories section and the remaining 32% of the respondents want to add

Finger rings, toe rings, varieties of clip ons, leather bands, mens earrings,

nose pins etc to the Fashion Accessories section.

Q13) How do you find the pricing of Fashion Accessories?

a. Expensive

b. Reasonable

c. Value for money

d. Cheap

The question when asked, how do the respondents find the pricing of Fashion

Accessories:


27 (13.5%) respondents said that its Expensive

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LIFESTYLE

112 (56%) respondents said that its Reasonable

55 (22.5%) respondents said that its Value for money

6 (3%) respondents said that its Cheap.


27

11 255

6020

406080

10 012 0

No. of Response

ExpensiveReasonableValue for Money

Cheap

Pricing

When asked "How do you find the pricing of FasAccessories"

Graph 29

From the above graph, it is clearly seen that the majority of the respondents i.e.

56% of the respondents said that the pricing of Fashion Accessories is

Reasonable, 13.5% respondents said that its Expensive, 22.5% of the

respondents said that its Value for money and 3% said that its Cheap.

Q14) What kind of advertising affects do you prefer in purchasing Lifestyle

products?

a. Word of Mouth

b. Hoardings

c. Magazines

d. Newspaper

e. Television

f. Others

The question when asked, what kind of advertising affects the respondents prefer

in purchasing Lifestyle products:


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LIFESTYLE

66 (32%) respondents said Word of Mouth

50 (24%) respondents said Hoardings

27 (13%) respondents said Magazines

26 (13%) respondents said Newspaper 29 (14%) respondents said Television

9 (4%) respondents said Others.


When asked "Through which advertising mediadid you come to know abou Lifestyle"

0%0%0%0%0%0% 32%

24%13%

14%4%

13%

Word of Mouth

Hoardings

Magazines

Newspaper

Television

Others

Graph 30

From the above graph, we can see that the most common advertising media is

Word of Mouth which is contributing to 32%, Hoardings contribute to 24%,

Magazines and Newspapers contribute to 13%, Television contribute to 14%,

and 4% of the respondents came to know about Lifestyle through other medias

like Radio.

Q15) Will you purchase Lifestyle products when you come next?

a. Will Buy

b. Probably Buy

c. Might Buy

d. Will not buy

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The question when asked, will the respondents purchase Lifestyle products when

they come next:


139 (69.5%) respondents said that they Will Buy

27 (13.5%) respondents said that they will Probably Buy

29 (14.5%) respondents said that they Might Buys

5 (2.5%) respondents said that they Will not buy


139

27 29 50

20406080

100120140

No. of Responses

Will Buy Prob. Buy Might Buy Won't Buy

Possibities

When asked "Whenever you come next what isyour possibility of buying"

Graph 31

From the above graph, we can see that majority i.e. 69.5% of the respondents

said that they Will Buy, 13.5% of the respondents said that they will Probably

Buy, 14.5% respondents said that they Might Buy and the remaining 2.5% of

respondents said that they will not buy.

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Analysis of the 50 Questionnaires of the Market

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Q1) Do you purchase Lifestyle products? Yes

No

The question when asked, do the respondents purchase Lifestyle product:



0 (0%) respondents said No


Graph 1

From the above graph, it is clearly seen that 100% of the respondents purchase

the Lifestyle products.

71

When asked "Do you purchaseLifestyle Products"

Yes, 50,100%

No, 0, 0%


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Q2) Which category do you Prefer the most in Lifestyle Products?

Jewellery

Cosmetics

Watches

Fragrances

Sun Glasses

Fashion Accessories

Skin Care

The question when asked "Which category do the respondents prefer the most in

Lifestyle Products"


5 (10%) respondents said Jewellery

13 (26%) respondents said Cosmetics

10 (20%) respondents said Watches

8 (16%) respondents said Fragrances

2 (4%) respondents said Sun Glasses

9 (18%) respondents said Fashion Accessories

3 (6%) respondents said Skin Care

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Graph 2

From the above graph, I got to know that 18% of the respondents prefer

Fashion Accessories, 26% preferred Cosmetics, 10% Jewellery, 20%

Watches, 16% respondents preferred Fragrances, 4% preferred Sun Glasses,

6% preferred Skin Care.

Q3) Where do you usually buy Watches from? Vishal Mega Mart

Salasar

Gokul Mega Mart

Samay

Amarsons Watch Co.

Local Retailers

Others

73

28

13

3910

5

0 5 10 15

No. of Respondents

SunglassesFragrances

CosmeticsSkin Care

Fashion Acc.Watches

Jewellery

C a t e g o r i e s

When asked "Which category do you Prefer the most in Lifestyle Products"


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LIFESTYLE

The question when asked "Where do the respondents usually buy Watches from"Out of 50 respondents,

5 (10%) respondents said Vishal Mega Mart

6 (12%) respondents said Salasar 2 (4%) respondents said Gokul Mega Mart

11 (22%) respondents said Samay

8 (16%) respondents said Amarsons Watch Co.

5 (10%) respondents said Local Retailers

13 (26%) respondents said Others


5 62

118

5

13

02468

101214

No.of R e s p o n d e

V MM Sa la sa r Goku l Samay A marson 's Loca lRetailers

Others

Option

W hen a sked "Wh ere do you u sua lly buy Wat

Graph 3From the above graph, I got to know that 10% of the respondents usually bought

watches from Vishal Mega Mart, 12% respondents bought from Salasar, 4%

respondents from Gokul Mega Mart, 22% respondents from Samay, 16%

respondents from Amarsons Watch Co., 10% respondents from Local Retailers

and 26% of the respondents bought from Others.

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LIFESTYLE

Q4) Where do you usually buy Fragrances & Sunglasses from? Vishal Mega Mart Salasar Gokul Mega Mart

Local Retailers Others

The question when asked "Where do the respondents usually buy Fragrances &

Sunglasses from":



9 (19%) respondents said Salasar

3 (6%) respondents said Gokul Mega Mart




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LIFESTYLE

14

9

3

1012

0 5 10 15

No. of Respondents

VMM

Salasar

Gokul

Local Retailers

Others

O p t i o n s

When asked "Where do you usually buyFragrances & Sunglasses from"

Graph 4

From the above graph, 29% of the respondents usually bought Fragrances &

Sunglasses from Vishal Mega Mart, 19% respondents bought from Salasar, 6%

respondents from Gokul Mega Mart, 21% respondents from Local Retailers and

25% of the respondents bought from Others.

Q5) Where do you usually buy Fashion Accessories from?

Vishal MegaMart Salasar

Gokul MegaMart Catmos Mynah

Impulse Local Retailers Others

The question when asked "Where do the respondents usually buy Fashion

Accessories from"

Out of 47 respondents, 5 (11%) respondents said Vishal Mega Mart 4 (9%) respondents said Salasar 1 (2%) respondents said Gokul Mega Mart 4 (9%) respondents said Catmos 3 (6%) respondents said Mynah

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LIFESTYLE

5 (11%) respondents said Impulse 11 (23%) respondents said Local Retailers 14 (29%) respondents said Others


5

41

43

5

1114

0 5 10 15

No. of Respondents

VMMSalasar

GokulCatmos

MynahImpulse

Local RetailersOthers

O p

t i o n

When asked "Where do you usually buy FashionAccessories from"

Graph 5

From the above graph, 11% of the respondents usually bought Fashion

Accessories from Vishal Mega Mart, 9% respondents bought from Salasar, 2%

respondents from Gokul Mega Mart, 9% respondents bought from Catmos, 6%

respondents bought from Mynah, 11% respondents bought from Impulse,

23% respondents from Local Retailers and 29% of the respondents bought from

Others.

Q6) Where do you usually buy Cosmetic and Skin Care from? Vishal Mega

Mart

Salasar

Gokul Mega

Mart

Lifespring (Dr.

Morepens)

Lips n Lines

Attraction

Local Retailers

Others

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LIFESTYLE

The question when asked "Where do the respondents usually buy Cosmetic and

Skin Care from"



3 (6%) respondents said Salasar

2 (4%) respondents said Gokul Mega Mart

13 (27%) respondents said Lifespring (Dr. Morepens)

2 (4%) respondents said Lips n Lines

4 (8%) respondents said Attraction




6

3

2

13

2

4

7

11

0 5 10 15

No. of Respondents

VMM

Salasar

Gokul

Lifespring

Lips'n'Lines

Attraction

Local Retailers

Others

O p

t i o n

When asked "Where do you usuallybuy Cosmetic and Skin Care from

Graph 6

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LIFESTYLE

From the above graph, 13% of the respondents usually bought Fashion

Accessories from Vishal Mega Mart, 6% respondents bought from Salasar, 4%

respondents from Gokul Mega Mart, 27% respondents bought from Lifespring

(Dr. Morepens), 4% respondents bought from Lips n Lines, 8% respondents

bought from Attraction, 15% respondents from Local Retailers and 23% of the

respondents bought from Others.

Q7) Where do you usually buy Jewellery from?

Om Jewellery

R.K. Jewellery

Nischal Jewellery

Tanishque Jewellery

Lalsons Jewellery

Standard Jewellery

ML & Sons

Others

The question when asked "Where do the respondents usually buy Cosmetic and

Skin Care from"


3 (7%) respondents said Om Jewellery

3 (7%) respondents said R.K. Jewellery

1 (2%) respondents said Nischal Jewellery

11 (26%) respondents said Tanishque Jewellery

2 (5%) respondents said Lalsons Jewellery

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LIFESTYLE

2 (5%) respondents said Standard Jewellery

0 (0%) respondents said ML & Sons



33

1

11

22

0

20

0 5 10 15 20

No. of Respondents

Om JewlR.K Jewl

NischalTanishquLalson's

StandardML& Sons

Others

O p t i o n s

When asked "Where do you usually buyJewellery from

Graph 7

From the above graph, 7% of the respondents usually bought Jewellery from Om

Jewellery, 7% respondents bought from R.K. Jewellery, 2% respondents from

Nischal Jewellery, 26% respondents bought from Tanishque Jewellery, 5%

respondents bought from Lalsons Jewellery, 5% respondents bought from

Standard Jewellery, 0% respondents from ML & Sons and 48% of the

respondents bought from Others.

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LIFESTYLE

Q8) How much do you spend on Lifestyle Products?

JEWELLERY:The question when asked, how much the respondents spend on Jewellery:




When asked "How much do you spend onJewellery"

0%22%

74%

2%2%

Jewellery 5000

Graph 8

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LIFESTYLE

From the above graph, none of the respondents spend less than Rs.100 on

Jewellery, 2% of the respondents spend at around 100-500, 2% of the

respondents spend at around 500-1000, 22% of the respondents spend at

around 1000-5000 and 74% of the respondents spend more than Rs. 5000.

COSMETICS:The question when asked, how much the respondents spend on Cosmetics:




When asked "How much do you spend onCosmetics"

0% 20%

60%

20% 0% Cosmetics 5000

Graph 9

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LIFESTYLE


Cosmetics, 2% of the respondents spend at around 100-500, 60% of the


around 1000-5000 and none of the respondents spend more than Rs. 5000.

WATCHES:

The question when asked, how much the respondents spend on Watches:




When asked "How much do you spendWatches"

20%

28%50%

2% 0%Watches 5000

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LIFESTYLE

Graph 10


Watches, 20% of the respondents spend at around 100-500, 28% of the



FRAGRANCES:The question when asked, how much the respondents spend on Fragrances:




When asked "How much do you spend onFragrances"

21%

32%

45%

0% 2%Fragrances 5000

Graph 11

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LIFESTYLE

From the above graph, 2% of the respondents spend less than Rs.100 on

Fragrances, 21% of the respondents spend at around 100-500, 32% of the



SUN GLASSES:The question when asked, how much the respondents spend on Sun Glasses:




When asked "How much do you spend on SunGlasses"

29%

42%

27%0% 2%

Sun Glasses 5000

Graph 12

From the above graph, 2% of the respondents spend less than Rs.100 on Sun

Glasses, 29% of the respondents spend at around 100-500, 42% of the

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LIFESTYLE



FASHION ACCESSORIES:The question when asked, how much the respondents spend on Fashion

Accessories:

Out of 44 respondents, 3 (7%) respondents said 5000


When asked "How much do you spend onFashion Accessories"

7%

64%

25%

2% 2%Fashion Accessories5000

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LIFESTYLE

Graph 13

From the above graph, 7% of the respondents spend less than Rs.100 on

Fashion Accessories, 64% of the respondents spend at around 100-500, 25% of

the respondents spend at around 500-1000, 2% of the respondents spend at


SKIN CARE:The question when asked, how much the respondents spend on Skin Care:



The findings are summarized in Graph 14:When asked "How much do you spend on Skin

Care"

0%

34%

60%

6% 0%

Skin Care 5000

Graph 14

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LIFESTYLE

From the above graph, none of the respondents spend less than Rs.100 on Skin

Care, 34% of the respondents spend at around 100-500, 60% of the respondents

spend at around 500-1000, 6% of the respondents spend at around 1000-5000

and none of the respondents spend more than Rs. 5000.

Q9) Have you heard about Lifestyle?Yes

No

The question when asked, have the respondents heard about Lifestyle :





When asked "Have you heard about Lifestlye"

72%

28%

Yes

No

Graph 15

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LIFESTYLE

From the above graph, it is clearly seen that 72% of the respondents have heard

about Lifestyle and 28% of the respondents have not about Lifestyle.

Q10) Do you know that Lifestyle has opened In MGF City Square Mall (Rajouri

Garden)?

Yes

No

The question when asked, did the respondents know that Lifestyle has opened In

MGF City Square Mall (Rajouri Garden):





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LIFESTYLE

When asked Do you know that Lifestyle has openedIn MGF City Square Mall (Rajouri Garden)

60%

40%

Yes

No

Graph 16

From the above graph, it is clearly seen that 60% of the respondents knew that

Lifestyle has opened up in MGF City Square Mall (Rajouri Garden) and 40% of

the respondents did not know that Lifestyle has opened In MGF City Square Mall

(Rajouri Garden).

FINDINGS AND INTERPRETATIONS

Of the Store:

Half of the respondents i.e. 45% Purchase Lifestyle products

Occasionally, 40% Monthly, 10% Yearly and the minor 5% purchase Weekly.

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LIFESTYLE

Half of the respondents i.e. 53% purchase Lifestyle products from Retail

Stores, 23.5% buy it from Local Market, 17.5% buy it from Individual stores

and the remaining 6% purchase it elsewhere.

30% of the respondents prefer Fashion Accessories, 22% preferred

Cosmetics, 12% Jewellery, 10% Watches, 14% respondents preferred

Fragrances, 6% preferred Sun Glasses, 6% preferred Skin Care.

99.5% of the respondents like the Lifestyle products of Lifestyle and 0.5%

of the respondents dont like the Lifestyle products of Lifestyle.

24% of the respondents ranked Jewellery Excellent in Lifestyle, 48%

respondents ranked Very Good, 25% respondents ranked Good, 3%


35.5% of the respondents ranked Cosmetics Excellent in Lifestyle, 45%

respondents ranked Very Good, 19% respondents ranked Good, 0.5%


31.5% of the respondents ranked Watches Excellent in Lifestyle, 46%

respondents ranked Very Good, 19% respondents ranked Good, 3.5%


37.5% of the respondents ranked Fragrances Excellent in Lifestyle, 46%

respondents ranked Very Good, 16.5% respondents ranked Good, 0%respondents ranked Fair and none of the respondents ranked it Poor.

28% of the respondents ranked Sun Glasses Excellent in Lifestyle, 41%



42.5% of the respondents ranked Fashion Accessories Excellent in

Lifestyle, 35.5% respondents ranked Very Good, 18% respondents ranked

Good, 3.5% respondents ranked Fair and 0.5% of the respondents ranked itPoor.

36% of the respondents ranked Skin Care Excellent in Lifestyle, 41%



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LIFESTYLE

97% of the respondents are satisfied with the different brands available

and 3% of the respondents are not satisfied with the different brands

available.

2% of the respondents spend less than Rs.100 on Jewellery, 5% of the


around 500-1000, 32% of the respondents spend at around 1000-5000 and

38% of the respondents spend more than Rs. 5000.

4% of the respondents spend less than Rs.100 on Cosmetics, 29% of the




2% of the respondents spend less than Rs.100 on Watches, 21% of the




2% of the respondents spend less than Rs.100 on Fragrances, 28% of the



2% of the respondents spend more than Rs. 5000.3% of the respondents spend less than Rs.100 on Sun Glasses, 33% of

the respondents spend at around 100-500, 34% of the respondents spend at



9% of the respondents spend less than Rs.100 on Fashion Accessories,

49% of the respondents spend at around 100-500, 33% of the respondents

spend at around 500-1000, 9% of the respondents spend at around 1000-

5000 and none of the respondents spend more than Rs. 5000.

6% of the respondents spend less than Rs.100 on Skin Care, 41% of the


around 500-1000, 17% of the respondents spend at

lifestyle project final1

Documents