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Table of Contents:
Product Category (3)
Consumer Decision Criteria (4-6)
Consumer Buying Process (7)
Consumer Type (8)
Product Observations (9)
Improvement Areas (10)
2
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)
3
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.
4
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.
5
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.
6
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.
7
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.
8
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
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.
10
THANK
YOU!

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Purchase Evalutation: Consumer Behaviour

  • 1.
  • 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) 2
  • 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) 3
  • 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. 4
  • 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. 5
  • 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. 6
  • 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. 7
  • 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. 8
  • 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. 10 THANK YOU!