Consumer behavior report

Consumer Behaviour
Payal l Pranjal | Rishi | Shraddha | Shruthi | Sreeharsha
ITALIA ><CINA
Globally Group Store Project

unlimitedG L O B A L L Y
RESEARCH GOAL
Carry out consumer
behavior analysis to
understand creative and
consumption value in
different segments
Analyze fashion brand
mix and lifestyle
category mix based on
preferences of
millennials as a target
study
Through research
methodologies study
millennial and their
behavior, habits,
perceptions,
preferences and
attitudes
Execute the market and
positioning strategy
based on inter cultural
and differential
consumer approach
G L O B A L L Y

USED TECHNIQUES
U N L O C K I N G
T H E
M I L L E N N I A L
Associative
Transformative
ZMET
Mapping
Mood-Boards
Shopping
List

DATASET FOR RESEARCH
Qualitative analysis was carried out to investigate interest, preferences, purchase and consumption behaviour of millennials
towards a concept store. To understand this behaviour, we took multiple interviews that would answers questions like:
Spending Free Time
Their idea of spending free time
with friends or by
themselvespresentation material
for all business
Store Expectation
Their expectations from a store
in terms of size, ambience,
design, sitting etc
Restaurants & Cafe
Their restaurant and café
preferences, in terms of food,
sitting and cuisine
Art & Design
Their inclination towards art and
design, graffiti art, modern art,
movies, Netflix etc
Digital Elements
Their take on interactive digital
elements
Work-Life Balance
Their work routine and their take
on co working space
Music
Their preferred musical
experience (live or DJ),
genre, favourite artist etc.
Brand Preferences
Their brand preferences, as
in their favourite brands,
spending expectations,
shopping frequency etc

INTERACTIVE INTERVIEWS
Interactive or a Non-directive interviews, resembles a conversation more than an interview and is always thought to
be a “controlled conversation,” which is skewed towards the interests of the interviewer. The form of unstructured
interviews are aimed to gather in-depth information and usually do not have pre-planned set of questions
LIST
Field study, User
interview,
Requirements &
constraints gathering
DISCOVER
Persona building,
Journey mapping,
Prototype feedback &
testing, Write user
stories, Card sorting
EXPLORE
Qualitative usability
testing , Benchmark
testing and Accessibility
evaluationon
TEST
Survey, Search-log
analysis, Usability-bug
review, Frequently-
asked-questions (FAQ)
review
LISTEN

INTERVIEW EXPECTATIONS
As an outcome of the interview, we expected to understand the consumer persona. What the consumer expect out off a store, his shopping behaviour,
spending capacity, leisure activities areas of interest, work routine. The map below explains, that how we achieved this through an interactive interview.
MINDMAPS
RESTAURANTS & CAFES
MOVIES
CO-WORKING
PROFESSION
MUSIC
DANCING
Consumer

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Page 8
CONSUMER PERSONAS
G L O B A L L Y

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Page 9
CONSUMER PERSONAS
G L O B A L L Y

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Page 10
Mostly with a group of friends I like to discover new
restaurants and try new cuisine but of course
under the student budget. Or going to new places
which are completely different or hangout in clubs
and parties organise by the Erasmus to explore
and meet new people
A good coffee shop, good dessert, snacks or
a full fledged dinner Is my ideal time out with
friends1 I love finding new cafes and
restaurants. Things which excite me are new
adventures and themed menus. I keep
exploring.
TIMEOUTSTORIES
Yael Frankestine
An ideal time out for me would be travelling
across state or national borders with friends to
find out new places and also taste the
authentic cuisine of that place. It covers a
huge part of my bucket list
Paolo Castello
Mostly with friends or by myself . In
restaurants/cafes, I like to roam and sight
see. My ideal time out is trying new cafes and
delicacies and a warm chat with my friends.
Thejaswini
Hanging out with friends. Prefer travelling or
go around places. Like to see scenic
,something adventurous
Ovya
Going to restaurants offering food which has
value for money or inviting friends over to my
apartment to have a small get together
Elisa Lombardini
Varsha
G L O B A L L Y

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Page 11
Something that is inspired from the history and
has a deep story. A heritage or an emotional story
, the way that place was built and why is the store
there, always intrigued me and has been on my no
1 places to visit if I am going in that place fora
vacation.
Anything with a rich cultural heritage
inspires me , Where the designs represent a
deep cultural inclination.
DESIGN
Yael Frankestine
Designs that are novel. That are with
contrasting colours and also that may carry
intricate designs with a theme. I like it subtle
yet attractive by means of its peculiarity.
Solids shades, vertical stripes smaller
ones, and small prints. Actors musicians,
people with similar body types, historical
monuments.
Traditional – Signature style of the local place
inspired by local culture ; tradition Story;
reason of the design is important
Being a huge fan of sports, I feel portraits of
various sporting personalities mastering their
sport inspire me. Also designs which show
people helping others,philanthropy are few of
the things which inspire me.
Elisa Lombardini
Varsha
Mona
Ragini
Paolo Castello
G L O B A L L Y

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Page 12
Digitally interactive elements help a lot. If we are in
a clothes store then omni channel medium is
increasing. Which helps a lot to identify what will
look good on me and what not so that I have to
spare the visit to the fitting room.
It is a positive impact, gets be intrigued every
time and have a good shopping experience.
DIGITIZATION
Yael Frankestine
Personally for in a shopping store I would
prefer to try on every garment before buying
and I usually don’t follow trends on social
media.
It is a positive impact, gets be intrigued every
time and have a good shopping experience.
Digitally interactive elements help a lot. It
gives us a holistic idea of any query thatwe
have. There are no behaviour issues too
which enhances the quality of customer
experience. Well updated system can be
really helpful to all customers
Digitally interactive elements are very
intriguing for me as a shopper. I would have
to agree that at the first instance it feels like a
big burden and you are scared by its usage,
but once I get hold of things, the next time its
way easier.
Elisa Lombardini
Varsha
Mona
Ragini
Paolo Castello
G L O B A L L Y

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VALUE
(Utility, Credit
Terms, Value for
Money)
V E O C S
ENTERTAINMENT
(Multiplex, Food
Courts, Events,
Games)
ONE STOP SHOP
(Visual, Atmosphere,
Services, Loyalty
Schemes)
SPECIALITY
(Known Brands,
Anchors)
CONVENIENCE
(Variety and
Digital
Interactions)
FACTORS FROM INTERVIEWS
G L O B A L L Y

WORD CLOUD
PERCEPTION
MAPPING
O B A L L Y

MILLENNIAL BEHAVIOUR
** Accounting, Business & Finance
Social Media and Freind’s
receommendation
AWARENESS
Webrooming and
Showrooming
RESEARCH
Millennials purchase after
thorough research
PURCHASEOOBE
(OUT OF BOX EXPERIENCE)
Millennials remember
OOBE experience
G L O B A L L Y

SECONDARY RESEARCH
** Accounting, Business & Finance
U P C O M I N G C O N C E P T S TO R E S
G L O B A L L Y

LAUNCHING
MiRaDo
The ‘You’
G L O B A L L Y

MiRaDo’s
POSITIONINGCommunication Message:
To the Global ‘You’
To The Adventurous ‘You’
I want a variety in shopping
and I usually want to grab
lunch out with my friends
before the ritual
I should try going to the
concept stores as they have
variety for soul
I go to a nearby café near the
shopping arena and then
devote myself to shopping
MiRaDo depicts me as it has
everything I need at one
place. I should visit there
CURRENT DESIRED
THINK /
BELEIVE
DO
G L O B A L L Y

MiRaDo
Named after the 3 Famous Renaissance Artists: Michaelangelo, Raphel and Donatello
Store Partnership with Designers
Partnerships with designers in Florence act as
a advocacy campaign
DIGITAL CAMPAIGNS
Instagram Launch by User generated content
campaign ‘The Mysterious Room’
HISTORICAL FILM
VIRTUAL SCREENING
A Virtual tour guide of the store showcasing
the elements and the offerings
T H E L A U N C H P L A N
Launch a Film telling the story of the artists
and Globally’s store concept

PRESENTING
THE MIRACULOUS
MYSTERIOUS ROOM
CAMPAIGN
G L O B A L L Y

COMMUNICATION CAMPAIGN- ‘THE MYSTERIOUS’
A Glo’cal’ Approach
Evoke storytelling by a
global competition
Winners to be awarded with
Membership programs
and first guest passes
Tag MiRaDo store with
#Mysterious and suggest a
theme to the missing room
Launch vis Social Media- Instagram
And Snapchat for impressions

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Page 22
Women’s and men’s clothing
with a mix of established brands
and young designers
C L O T H I N G
A fashionable and trendy
accessories store with creative
and trendy designs
A C C E S S O R I E S
A gaming place where millenials
compete and play video games as
well as few indoor sports
G A M I N G
A place where millenials can hang-
out before or after shopping
having historical essence
C A F E
OFFERINGS IN THE STORE
P O P U P
E X H I B I T I O N
S P A C E
A R T G A L L E R Y
A different experience every
time one visits the store. A pop
up space for brand promotions
& fun activities
Millenials love art. A modern art
gallery with DIY options will be
the perfect formula to bring
millenials to the store
G L O B A L L Y

INTERCONNECTED OFFERINGS
G A M I N GC A F E
+
• Instead of treating every offering individually customers can get additional
benefits for combining various activities in the store
• An example: Buy 2 hrs. in the gaming zone and get 20% off on specific
products in the cafe
+
C L O T H I N G A C C E S S O R I E S
• Mix and match your clothing with the perfect accessories. The best part is
that both of this is available at the same place
• Customers get exciting offers as well as recommendations to have the
perfect look they have always wanted to have
“ W E E A T & R E A D A T T H E S A M E T I M E . E V E N W H E N I N T H E L O O , W E A R E C O N S T A N T L Y O N
W H A T S A P P . C O M B I N I N G D I F F E R E N T T H I N G S I S W H A T W E D O .
I N T E R C O N N E C T E D N E S S I S E X C I T I N G ”
- R A G I N I S H A R M A , A M I L L E N I A L

MEMBERSHIP OFFERINGS
• Encourage millenials to come to the store frequently
• Develop a membership or a loyalty program to attract them
• Give exciting offers and rewards exclusively to the members
• Millenials are competitive in nature and always want to be the best
• Organize gaming, fashion and art competitions at regular intervals
• The events to be open only for members & be vocal on social media
• A very popular way to increase brand awareness in online channels
• Bring the referral model offline by giving incentive to add new members
• Millenials are adept to and love referring friends especially if its incentivized
D E V E L O P
L O Y A L T Y
C O M P E T I T I O N S
R E F F E R A L P R O G R A M S

unlimitedG L O B A L L Y 25
MOODBOARD

CHALLENGES
Fast Changing Tastes
Of Millenials
Digital Adaptations
Off Season
Lack of Footfall
Continuous Engagement
with Millennials
Heavy
Marketing Expenditure

CONCLUSION
Impulsive
Choosy
Trendsetters
Millenials love themselves
Variety Seekers
Impulse Purchase
No Variety is Enough
Attracted by Brand
Ambassadors
Seek Fandom
Budget Friendly and Out
of Box Experience
Budget
Each millennial Is
different
Non Uninform Target
Seek Excitement thus
store must offer
surprises
Inquisitive Target Segment

WHAT
WHY
WHERE WHEN
WHO
HOW
ANY QUESTION?
MiRaDo is YOU!
The GLOBAL You!
The Adventurous You!

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