The document summarizes observations from three consumers shopping for men's bespoke clothing at a retail outlet. Consumer 1 spent 25 minutes browsing fabrics for trousers but ultimately did not purchase tailoring services. Consumer 2 spent 35 minutes and purchased fabric and tailoring for a shirt and trousers for a wedding. Consumer 3, a father shopping for his son, spent 50 minutes finding a suitable fabric and style for a school function. The document identifies key decision criteria for each consumer, as well as opportunities to improve the shopping experience through measures like a look book, more variety in collections, and enhanced services like home delivery.

2. Table of Contents:
Product Category (3)
Consumer Decision Criteria (4-6)
Consumer Buying Process (7)
Consumer Type (8)
Product Observations (9)
Improvement Areas (10)
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3. Product Category: Men’s Bespoke Clothing
• Retail Outlet chosen:
Raymond Made to Measure, Ahmedabad
• Reason for choosing outlet:
• High footfall
• Market Leader in category
• Reason for choosing Product Category:
• Emerging Product Category:
Earlier Men bought material and got it
stitched
• Combination of Product Purchase and
Service element (i.e. Fabric & Bespoke
Stitching)
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4. Consumer 1:
Decision CriteriaUser & Decision Maker: Same
Time Taken: 25 minutes
Product asked for: Material for trousers
Purchase: Material Purchased but not
customized services
What sealed the deal: Good value for
money (good quality fabric at good
budget)
The customer walked into the store asking for material for trousers. Spent considerable time browsing and
asked for multiple fabrics to be shown. This was displayed to him. He touched all fabrics and asked for
multiple shades in the quality of fabric to be shown.
This was his first purchase from the Raymond Stitch Store. He had previously purchased only clothing
from regular Raymond Stores.
He bought the final material (image on the right), however stated that he would like it stitched by own
tailor due to ease of picking up and lower charges. Completely relied on salesperson for navigation and
selection.
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5. Consumer 2:
Decision Criteria
User & Decision Maker: Same
Time Taken: 35 minutes
Product asked for: Material for shirt and
trousers
Purchase: Material and customized
services purchased
What sealed the deal – the right fit for a
wedding purchase and delivery in time.
Also discount for repeat purchase.
The 2nd customer browsed and riffled through
the store on his own and only sought
assistance when getting measured and asking
for quantity needed. Kept requesting for new
styles. Repeat Client.
Asked for discount basis previous experiences.
Spent more time. Also, complained about lack
of variety.
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6. Consumer 3:
Decision Criteria
User & Decision Maker: Not the
same
Time Taken: 50 minutes
Product asked for: Suit
Purchase: Material and customized
services purchased
What worked: Found customizable
Style as per requirement in right
colour
This purchase was done by the father for his son who needed a suit for a school
function. The family spent a lot of time as the child’s siblings were detracting
him. The child also did not like most of the fabrics as he was used to wearing
bright colors and the fabric was very sober.
The father also showed helplessness as he said the purchase decision was
usually made by the mother who was not in town.
Finally, a fabric was shortlisted. The design and style were chosen to be same
as the outfit on a child-mannequin post which measurements were taken
place.
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7. Consumer Buying Process:
The first customer
was just looking for
daily wear whereas
the other two had
come shopping for a
wedding and for their
child’s school
function. Even when
the need is similar,
such as an occasion –
consumers treated
problem differently
based on frequency
(consumer 2) and
perception (consumer
3).
First consumer
evaluated
traditional
Raymond Stores as
well as tailoring
services.
Whereas the
second consumer
considered the
variations in
design and actual
choices.
The last consumer
was and focused
on just finding a
fabric and design
that would do
okay.
Post purchase
evaluation could not
be viewed at the stage
of observational study
but consumer 1 and 3
asked about the
alterations and
adjustments that could
be possible later as
well as the longevity of
the fabric.
The second consumer
was a regular and just
gave feedback about
his previous post-
purchase evaluation.
The purchase
decision for the first
consumer was based
on impulse (walk –
in customer)
whereas the
remaining two
consumers who
made more
elaborate purchases,
it was based on
considerable study
of whether the
fabric, available
design and stitching
could fulfill their
requirements.
The first consumer,
he walked into the
store after seeing
other options in the
shopping complex.
For the second
consumer, he was a
repeat purchaser
and thought that the
provided services
would fit his
requirements from
all his alternatives.
The third consumer
decided to buy
customized outfit
after not getting
readymade clothing.
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8. Basis of
Comparison
Consumer 1 Consumer 2 Consumer 3
Personal Early 20’s, working
professional looking for
corporate attire.
Late 20’s, self-employed (as per store manager)
shopping for wedding attire.
Late 30’s, father of 3 kids, looking
for outfit for eldest son’s school
function.
Social - Only requested for bright colors as per cultural
norms.
Request(for example – no color black) seemed to
put consumer into a traditional household.
Strong reference to family group.
Purchasing decision influenced by
wife’s usual choice as well as other
children’s likes.
Psychological Motivation was to make a
purchase for self. Casual
shopping trip. Buyer seemed
like a young man with high
disposable income and few
responsibilities.
Buyer had a clear perception of previous service
and wanted a better experience. Very clear of
requirement and preferred to look himself for
choices.
The third consumer’s motivation
was to make a purchase at any cost
as he had been demotivated in
getting the right fit/type at
readymade stores before.
Cultural Middle Class, Modern outlook,
independent
Middle Class, Conservative, Hindu (wedding
details stated for purchase)
Upper Class
Responses
Observed
Small purchase amount with
consideration given to
salesman’s opinion
Medium purchase amount (settled for lower
budget item from shortlisted categories). Variety –
seeking. Asked for more types of the same fabric
if he liked even without the intent of purchase.
Very flustered responses due to
tiredness. In a rush to purchase as
the consumer was distracted while
making a purchase and managing
children simultaneously.
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9. Product Observations
Tough Competition from
Readymade clothing:
Customers wanted designs
comparable to readymade clothing.
There was frequent comparison
and a lot of discussion on if they
should buy all custom – made
pieces or just get the shirt/trouser
custom – made.
Absence of Variety:
Consumer 1 and 2 spent a lot of
time looking for different styles and
eclectic looks. Though they were
mostly satisfied, consumers found
existing pattern of greys, blacks and
browns boring and they wanted to
try something new.
Need to celebrate Special
occasions:
Majority of consumers seek custom
made outfits for special occasions
such as important
personal/professional milestones.
There was no differentiated
merchandise for such needs and it
was met from existing stock. 9

10. Improvement Areas
Look Book:
For customers to decide the
best fitting and cut they want
so that they make quicker
purchases and hasten
purchase decision which
currently takes a lot of time
as consumers invest energy
and time and the cloth can’t
be unmade after designing.
Differentiated Collection:
Variety seeking consumers
specifically ask for certain
occasions when making a
purchase hence there should be
differentiation of product based
on the same for salesman &
customer’s convenience both.
Special Services:
Home Delivery of final outfit should be
organized as the consumers complained
about having to pick up final outfit. In the
1st consumer’s case, it led to him not
making a purchase due to inconvenience.
The 2nd consumer also asked for
accessories (cufflinks) that were not
stocked. The same can be introduced as
consumers derive more satisfaction from
bundled products.
Loyalty programs with points should be
implemented.
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