FINDINGS AND DISCUSSIONS

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FINDINGS AND DISCUSSIONS

This project work tries to identify the key factors responsible behind
point of Purchase decisions of the consumers. During conducting survey
the main findings are as follows:
Majority of respondents are male.
Majority of respondents are from the age group of 20 years to less than
30 years.
Majority of respondents are unmarried.
Majority of respondents are students.
Majority of respondents are belonging to the income group of 3 lakhs to
less than 6 lakhs.
Majority of respondents have visited Peter England showroom earlier.
Majority of respondents have visited Peter England showroom one to
three times in a month.
Majority of respondents are showing intention to purchase whenever
they visit Peter England showroom.
Majority of respondents have observed quality product at Peter England
showroom.

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Majority of respondents have highly rated quality product as the prime

attribute of Peter England showroom.
Majority of respondents have poorly rated friendly behaviour of sales
persons as the poorest attribute of Peter England showroom.
Majority of respondents are considering sales representatives, attractive
offers and display at the store all as the important factors behind their
point of sale decision.
Majority of respondents are thinking that the sales representatives of
Peter England showroom provoke them to purchase.
Almost the full sample unit fills that their purchase decisions are
influenced by atmosphere of the store.

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CONCLUSION

After all the analysis it can be said that Peter England has a great
potential in Asansol market. The continuous growth of the city in terms
of population and economy creates new horizons.
The prime activity that requires attention is the point of purchase,
display and atmosphere of the shop among the buyers. Advertising and
publicity stunts are very attractive among the common people. It may
increase the sale of the products and bring popularity of the product
among the customers.
Different people play different roles in different stages of purchase. A
purchaser or customer may not be the same person for example a person
who purchases a product for the family may not be the consumer of the
product.
It is important to know how a consumer makes his decision regarding
buying, or not buying any product, service, idea, concept or thought.
Attractive display, promotional offers, friendly behaviour of sales
persons and good purchasing atmosphere of the shop may play a vital
role.

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Point-of-purchase (POP) materials refer to any type of advertising within

a retail store that is specifically designed to influence a consumer to
purchase that particular product.
In environmental psychology, complexity (number and variety of
elements within a scene), mystery (the presence of hidden information
within a scene), coherence (how well the information hangs together),
and legibility (whether the information makes sense) combine to
influence people's preference for certain types of landscapes.
In Modern Retail - Large Stores and Super-Marts are potential outlets
where customers see promotion innovations, which mobilize their
buying decisions. Along with promotional offers, price reductions,
samples, bonus packs and store displays are components of product trial.
The favourable outcome of a trial leads to repurchase behavior. Repeatbuying behaviour of customers can be thought to be determined by the
values acquired on the product - awareness, attributes, trial, availability
and repeat, calls AATAR factors. The AATAR factors influence the
customers towards making re-purchase decisions.
The utilisation of all the influence of Point-of-Purchase atmosphere will
obviously create enormous buzz in the Asansol market and a great return
can be expected for Peter England.

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RECOMMENDATION
There are several features that customers take into consideration
while going for purchasing readymade garments like aesthetic
look, price, quality, etc, so Peter England should take every aspect
into consideration. That means the company should be customer
oriented rather than market oriented.
Company should be promoting more advertisement and display to
increase the sale.
Most of the customers complained about the sales representative,
so it is recommended that the company should provide some good
sales persons and also discounts and offers to increase the sale.
Sales display should be more attractive.
Publicity stunts and marketing tragedy with Celebrity persons may
be useful.
Display boards at the prime places of the city with attractive offers
may bring the attention of the customers.
Overall Point-of- Purchase atmosphere of the shop may be
improved by promoting new launches with reasonable price in
display.
Acceleration in Purchase and Product trial are found to be the two
most influential variables of retail point-of-purchase promotions.
Compulsive buying and promotional approaches - coupons, price
discounts, samples and buy-one-get-one-free are significantly
related. This types of offers may boost up the sale.
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 Time of the year and sales offers (discounts) influence leisure

shopping mainly. This includes variables like work hours, public
holidays, paid leaves POP promotions and customer interactions.
These several factors induce compulsive buying characteristics in
customers.

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Websites:

www.peterengland.com
www.wekipedia.com
www.maduragarments.com
www.indian-textile.com

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