Consumers of different localities in Delhi, Noida, and Ghaziabad were interviewed.
Lilliput Stores at different locations were visited to collect primary data.
Store managers of various Lilliput stores were interviewed.
In order to collect a fair amount of primary data, 28 Lilliput stores across different locations were visited.
In order to collect primary data for final consumers, from each of the above mentioned stores were interviewed.
DURATION: The estimated time to meet the objectives of the project was 2 months.
AREA COVERED : Delhi, Noida, and Ghaziabad
FOOTFALL’S ANALYSIS ANALYSIS OF SURVEY NO OF FOOTFALLS OCT '08' NOV '08' DEC '08' STORE 1 933 620 464 STORE 2 910 506 413 STORE 3 1100 1000 900 STORE 4 1124 930 708 STORE 5 880 780 765 STORE 6 847 764 632 STORE 7 970 776 457 STORE 8 829 890 880 STORE 9 936 910 832 STORE 10 880 550 569
It can be concluded that store 8 has performed well in terms of footfalls as the other stores are far behind. The footfalls of all the stores declined from October 2008 to December 2008
From the above graph it is clearly visible that majority out of the 28 store managers we interviewed believes that Designs and colors of the clothes were the main factor which are responsible for attracting the customers to the store. while some of the other important factors are location of the store, brand name and because of the ease of purchase .
Above analysis clearly depicts that Fabric is the most important factor which helps the customers in making a purchase decision its simply because young's infants like soft, comfortable material. apart from fabric designs and variety are of one the factors because nowadays parents want their kids to wear most fashionable clothes.
The kids’ wear market, which has been assessed at Rs13,000 crore with Rs 3,000 crore being branded, can easily be described as the next growth industry with a large young working population and increasing number of double income families with high disposable surplus.
Additionally, kids are highly self conscious and can be easily affected by peer pressure, at a very young age, and thus can be very demanding, often at the cost of the parent’s peace of mind if not their pockets.
The analysis also shows that price of the clothes is a major deciding factor in the purchase of the apparel along with the design and the fabric used. Thus, it is important for the company to focus on these areas to increase their sales. The order of the day is quality and smart clothing at reasonable prices.
In the kid’s apparel market, the large variety, segmented customer profile and changing tastes plays a big role. Also, the children’s buying behavior, influence of parents and media makes a huge difference in the purchase decision.
One needs to watch one’s every step while entering a crowded and competitive market. Market research and consumer insight led branding is the need of the moment.