Louis Vuitton is a luxury fashion brand founded in 1854 in Paris, France that is known for its leather goods and travel trunks. The document discusses Louis Vuitton's expansion into India and challenges faced in Delhi, such as limited variety in stores, slow customer service, and an inability to identify potential customers. It also outlines a research study conducted with 100 luxury brand buyers in Delhi to understand the effects of limited variety and slow service on consumer behavior. The study found that older and higher-income consumers preferred Louis Vuitton most, and that consumer satisfaction decreased as monthly spending increased due to limited options and service issues. The report recommends that Louis Vuitton open more stores in Delhi with a wider variety and better customer

1. LOUIS VUITTON IN INDIA
By
Jhalak Jain
Rashi Kapoor
Simran Singh

2. ORIGIN & HISTORY
• Paris , 1854
• Initially flat topped trunks
• Later diversified into leather

4. • Global presence
• Oldest fashion
houses
• Recognizable
Logo
• Elite customers
• Available only
in its exclusive
stores
• Fake imitations
• Expansion
into new
countries
• Increase
advertising
Impact
• The brand is
counterfeited all
around the world
• Economic crisis can
hurt the brand
sales in a negative
way

5. Primary Research
Competitor Analysis
Christian Dior
Hermès
Gucci

6. Louis Vuitton In
Delhi
challenges faced
by the brand
Location problems
Inability to
indentify potential
customers
Lack of media
advertising
Customers take on
LV
Limited variety in
stores
Slow Service
Problem Statement

8. Consumer
behaviour
Limited
variety
Slow
Customer
service
Research Objective

9. Literature Review
Variety – (Shullman,2012)
Consumer - ( Fallon,2012)
Customer Service – (Boschini,2013)
Consumer Behaviour – (Yang,2014)
Brand – ( Luxury Institute , 2011)

10. Effect of variety offered by a brand on it’s
consumer
Effect of brand’s customer service on it’s consumer
Relationship between variety & customer service of a
brand on it’s consumers
Bothra (2013) and Shullman (2012) have so far
made it evident that customer service has more
effect on consumer behaviour as compared to
the effect of variety provided by the brand.

11. Louis Vuitton is not able to provide wide variety and good
customer service in New Delhi so we will be studying the
effect of limited variety and slow service on the consumer
behaviour specifically of Louis Vuitton stores in India ( New
Delhi).
KNOWLEDGE GAP

12. Research
methodology
Research
design
Primary
Methods
Secondary Methods
Observation in
stores &
Structured survey
method
(questionnaires)
Explanatory
Websites, online
journals, online
reports and online
newspaper articles

13. Luxury Brand
Buyers
Luxury brand buyers
in Delhi
100 respondents
Non-Probability
Sample
Judgemental
18-50 years of luxury
buyers ; Male and
Female

14. Data Analysis & Interpretation

15. Consumers above the age of 45 who make 13% of the total
respondents have ranked Louis Vuitton as the most
preferred brand as compared to other brands .
Age & Brand Preference of the
consumer

16. Consumers earning above Rs.1,50,000 who make 13% of
the total respondents have ranked Louis Vuitton as the
most preferred brand as compared to other brands .
Monthly income & Brand Preference
of the consumer

17. Mean Testing – Brand preference
Most Preferred Brand – Christian Dior
Second most Preferred Brand – Louis Vuitton
Least Preferred Brand - Prada

18. Monthly shopping expenditure & level of
satisfaction
Consumer’s level of satisfaction with quality,variety and
customer service offered by a brand is affected by the
monthly shopping expenditure of the consumer.

19. Conclusion
• More Stores of Louis Vuitton in
Delhi
• Provide wide variety and better
customer service
• More polite & amiable
employees
• A luxury brand needs to understand their
customer and Louis Vuitton fails to do so
in New Delhi
• Quality and quantity plays a vital role in
building up a brand
• Variety and Customer service have a
direct relationship with consumer
behaviour
Recommendations

20. Referencing
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