Lifestyle Project Final1

LIFESTYLE
INDEX
Topics Executive Summary Acknowledgement 1) Introduction 2) About Lifestyle (Rajouri Garden) 3) About Lifestyle Concept: a) Product Portfolio b) Price Points 4) 17-20 5) Customer Profile 6) SWOT analysis 7) Data Analysis: a) Research Methodology b) Sampling Technique c) Analysis of 200 Questionnaire of the store d) Analysis of 50 Questionnaire of the market 8) Findings and Interpretations a) of the store b) of the market 9) Suggestions and Recommendations 10) Bibliography 99 100 93-98 21-22 23-24 25-92 Market Share of the Various Products Page No. 1 2 3 4-6 7-16
LIFESTYLE
EXECUTIVE SUMMARY
The Apparel Industry has undergone dramatic change for the past several years, due to the entry of new brands and companies. At Lifestyle, we have tracked, analyzed and modeled many of these changes, working closely with our customers (internal and external) to generate vital business intelligence and make key strategic decisions. Lifestyle has witnessed a rapid growth in the country during the last decade. It has provided numerous openings to a large pool of youth. But, unconventional work hours, young workforce and high rate of competition have come to characterize this growing industry which is finding itself at the cross roads when it comes to deal with its people. This project was undertaken with the sole objective of analyzing the project given to me is to study the consumer preference of the Lifestyle Concept of the store Lifestyle. Lifestyle section wants its customers to feel at the top with mind-blowing combination of never ending beauty, absolute romance and resilience. The fragrances added to this section add fragrance to life which is very unique and exotic.
LIFESTYLE
ACKNOWLEDGEMENT
I wish to acknowledge my indebtness to all those who assisted and advised me during the research work, without whose guidance and invaluable support and time, the report would not have been completed. I would like to thank Mr. Chandru (Assistant Concept Manager-Lifestyle Concept), Mr. Shailendra (Store Manager-Lifestyle Concept), Mr. Shree (Floor Manager-Lifestyle Concept) for all the efforts and co-operation to make me understand the concept and to learn difficulties and pathways to solve them. I also wish to acknowledge the following for their support. Mr. Parikshit Sharma (Vice President-Lifestyle Store) Mr. Satya Mr. Jaishay (Human Resource Manager) Staff members of Lifestyle Store. (Rajouri Garden)
LIFESTYLE
INTRODUCTION
Headquartered in Dubai at the Oasis Mall, The Landmark Group, founded in 1973, was started with the mission of becoming the foremost retailer in the Middle East, by providing customers with a large variety of high quality products at exceptional value under one roof. From a single childrens store in Bahrain, the Landmark Group has expanded exponentially today with 300 Stores in the Gulf and Middle East and staff strength of over 4,000. The main proposition of the Landmark Group is its product and concept innovation. The entire retail experience revolves around its Concept stores, which have been designed and engineered to suit evolving customer needs and lifestyles. The five Concepts of the Landmark Stores are Baby Shop, Splash, Shoe Mart, Home Centre and Lifestyle. Multi-branded retail outlet model has been adopted by The Landmark Group in the Indian market. Lifestyles retail outlets in India are mostly known and preferred by the availability of a numerous variety of merchandise under each of its five concepts. The foundation of Landmark Group is built on the philosophy that the 'Customer comes first'. The 3 pillars on which the Landmark Group continues to grow exponentially, ventures into new markets and Captures greater market share are- Carefully listen. Constantly adapt. Always deliver. [Source:7th December,2007,Lifestyle Stores,www.lifestylestores .co.cc] 4
LIFESTYLE
LIFESTYLE (RAJOURI GARDEN)
Lifestyle store was opened up in Rajouri Garden on 2nd December, 2005. The store revolves around 5 Concepts in each of its outlet. Its brands ranges in both branded and non branded domestic, International and in house brands. The five Concepts of Lifestyle are Baby Shop, Splash, Shoe Mart, Home Centre and Lifestyle.
Products kept under each Concept: Baby Shop: It keeps a complete range of Formal wear, Casual wear, Party wear, Sports wear, Inner wear, Outerwear, sleepwear for both boys and girls and accessories adding to its range. Some of the few brands kept are: Gini & Johny, Disney, Barbie, Lilliput,Ruff, Juniors, Artex, Neva, Swan, Alamode, Square, JRS active, Juniors, Disney, Sportking, Pigeon, Johnson & Johnson, Pampers, Strieble, Avent, Mother Care, Smart fortune etc. [Source:12th December,2007,Lifestyle Stores,www.lifestylestores .com/pages/store_locator.htm]
LIFESTYLE
Splash: Splash includes a wide range of both mens and womens Casual Wear, Formal Wear, Party Wear, Ethnic Wear, Innerwear and Sports Wear. Some of the few brands kept under Womens wear are: Madame, MS, Levis, Lee, Pepe Jeans, Lee Cooper, Expozay, Melange, Biba, W, Enamor, Sweet dreams, Triumph, Lady Care, Vanity Fair, Jockey, Juliet, Zync, Numero Uno, Lovable, Allen Solly etc. [Source:12th December,2007,Lifestyle Stores,www.lifestylestores .com/pages/store_locator.htm] Some of the few brands kept under Mens wear are: Nexus, Provogue, Black Berrys, Numero Uno, Louis Philippe, Pepe Jeans, Allen Solly, Van Heusen, Zync, Jockey, Nike, Shapes, Reebok, Levis, Arrow, Adidas, Tycoon, Wills, Colour Plus, Indian Terrain, Chromozome, Tommy Hilfiger etc. Shoe Mart: Shoe mart has an exclusive collection of shoes and accessories. The range includes brands like Reebok, Nike, ID, Hidesign Bags, Woodland, Schuz, Xpressions, Red Tape, Baggit, Club tree, Roselle etc.
[Source:12th December,2007,Lifestyle Stores,www.lifestylestores .com/pages/store_locator.htm]
LIFESTYLE
Home Centre: Home Classics range includes everything from homeware, to gifts, to furniture and furnishings from across the world. An extensive collection of Lamps, carpets, curtains, rugs, table linen, bed linen, glassware, crockery, cutlery, cookware, furniture and even artificial plants, trees and flowers are included in the Home Centre section. Some of the brands present in the store are: Swayam, Portico, Magpie, Crystal de etc. Lifestyle Concept: Lifestyle has the widest range of: Exquisite Fashion Jewellery - Gili, Ishi's, Nirvana, Carbon, Sparkles, Adora Watches - Titan, Citizen, Espirit, Swatch, Tommy Hilfiger, Armani, Tag Huer, Tissot, Mexx, Pierre Cardin, Giordano, Police, Fossil and DKNY. Sunglasses - Rayban, Polo Sport, Image, Sprint, Oakley, Scott, Espirit, Elle, Giordano, Oxydo, Provogue, Tommy Hilfiger, Polaroid, Miame Blues and Levis. Cosmetics - Revlon, L'Oreal, Chambor, Elizabeth Arden, Dianao-London, Maybelline, Artdeco, Lakme and Bourjois. Fragrances - Hugo Boss, Calvin Klein, Azzaro, Burberry, Ferrari, Cartier, Lanvin, Ted Lapidus, Cuciano Soprani, Faconnable, Tommy Hilfiger, Gant, Escada, Lacoste, Valentino, Gucci, Evaflor, Jacquer Bogart, Thais, YvesSaint Laurent, Joop, Jennifer Lopez, Adidas, Espirit, Tabac, Harley Davidson, Britney Spears, Davidoff, Nina Ricci, Jacomo Trusardi, Mont Blanc, Carolina Herrera, Rochas, Dunhill, Novae, Jenne Arthan, Parcolux, Aigner, Fahrenhiet Dior, Jadure, Pure Poison and Miss Dior Cherier. Health & Beauty - Shahnaz Hussain, Biotique, Lotus, VLCC. [Source:12th December,2007,Lifestyle Stores,www.lifestylestores .com/pages/store_locator.htm] 7
LIFESTYLE
Lifestyle Concept
The project given to me is to study the consumer preference of the Lifestyle Concept of the store Lifestyle. Lifestyle section wants its customers to feel at the top with mind-blowing combination of never ending beauty, absolute romance and resilience. The fragrances added to this section add fragrance to life which is very unique and exotic. Product Portfolio Exquisite Fashion Jewellery - Gili, Ishi's, Nirvana, Carbon, Sparkles and Adora. Adult Gifts: Watches - Titan, Citizen, Espirit, Swatch, Tommy Hilfiger, Armani, Tag Huer, Tissot, Mexx, Pierre Cardin, Giordano, Police, Fossil and DKNY. Sunglasses - Rayban, Polo Sport, Image, Sprint, Oakley, Scott, Espirit, Elle, Giordano, Oxydo, Provogue, Tommy Hilfiger, Polaroid, Miame Blues and Levis. Cufflings State Express Pens Cross, Parker, Sheaffer, Waterman. Electronic Items Philips Cosmetics & Fragrances Cosmetics - Revlon, 'Oreal, Chambor, Elizabeth Arden, Dianao-London, Maybelline, Artdeco, Lakme and Bourjois. Fragrances - Hugo Boss, Calvin Klein, Azzaro, Burberry, Ferrari, Cartier, Lanvin, Ted Lapidus, Cuciano Soprani, Faconnable, Tommy Hilfiger, Gant, Escada, Lacoste, Valentino, Gucci, Evaflor, Jacquer Bogart, Thais, YvesSaint Laurent, Joop, Jennifer Lopez, Adidas, Espirit, Tabac, Harley Davidson, Britney Spears, Davidoff, Nina Ricci, Jacomo Trusardi, Mont Blanc, Carolina Herrera, Rochas, Dunhill, Novae, Jenne Arthan, Parcolux, Aigner, Fahrenhiet Dior, Jadure, Pure Poison and Miss Dior Cherier. Teen Gifts- Key Chains etc. 8
LIFESTYLE
Fashion Accessories Earrings, Necklaces, Bracelets, Cufflings, Bindis, Hair brushes, Mens accessories, Fashionable waist belts, Baby Pins, Hair Bands and Artificial Jewellery of Estelle etc. Health & Beauty - Shahnaz Hussain, Biotique, Lotus, VLCC. Price Points of the products: 1) Adult gifts: a) Watches Brands Tommy Hilfiger Espirit Mexx Pierre Cardin Giordano Swatch Police Citizen Fossil DKNY Armani Tissot Tag Heuer Name of the Supplier Titan Industries Pvt. Ltd. M.P. India M.P. India M.P. India Megan Impex Swatch India Pvt. Ltd. Ganga Watches Ltd Ganga Watches Ltd Priority Marketing Pvt. Ltd. Priority Marketing Pvt. Ltd. Swatch India Pvt. Ltd. LVMH Price Points For Mens Rs.4995-10000 Rs.3450-6000 Rs.3000-6450 Rs.2450-10000 Rs.3450-6950 Rs.3250-5950 Rs.10000-18000 Rs.2300-22000 Rs.5000-7500 Rs.7050-11000 Rs.10000-27550 Rs.5500-30000 Rs.26800-450000 Price Points For Womens Rs.3995-6000 Rs.2450-5500 Rs.2950-6000 Rs.3250-9000 Rs.2500-6000 Rs.2350-6500 Rs.4600-10000 Rs.1900-23000 Rs.4300-6000 Rs.6210-10000 Rs.11000-20000 Rs.7600-15000 Rs.35100450000 [Source:23rdecember,2007,Lifestyle Stores,www.sebi.gov.in/dp/titanlof.pdf]
b) Sunglasses: Brands Oakley Espirit Elle Oakley Giordano Tommy Hilfiger 9 Price Range Rs.5000-26000 Rs.3000 onwards Rs.1500 onwards Rs.5000 onwards Rs.3000 onwards Rs.3000 onwards
LIFESTYLE
Polo Sport Poloroid Miami Blues Levis Provogue Polo Club Ray Ban c) Pens: Brands Cross Parker Sheaffer Waterman d) Electronic Items: Brands Philips e) Cufflings: Brands State Express 2) Fine Jewellery: a) Gili Jewellery Products Pendants Rings Earrings Chains b) Nirvana Jewellery Products Pendants Rings Earrings Chains Nose Pin Bangles Necklaces
Rs.3000 onwards Rs.2000 onwards Rs.1000 onwards Rs.3000 onwards Rs.2000 onwards Rs.1000 onwards Rs.3000 onwards
Price Range Rs.795-7200 Rs.500-15000 Rs.250-4500 Rs.1400-17000
Price Range Rs.595-12995
Price Range Rs.95-495
Price Range Rs.1300-50000 Rs.2300-45000 Rs.4000-50000 Rs.1400-5000
Price Range Rs.2500-36000+ Rs.3000-30000+ Rs.3000-30000+ Rs.1800-3000+ Rs.2600-5000+ Rs.22000-100000+ Rs.14000-26000+
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LIFESTYLE
c) Carbon Jewellery: Products Pendants Ladies Rings Earrings Chains Mens Rings Necklaces
Price Range Rs.2750-34000+ Rs.4250-34000+ Rs.4950-36000+ Rs.1950 - 4250 Rs.9950-18950+ Rs.10950-31950+
d) Sparkles Jewellery: Products Pendants Ladies Rings Earrings Chains Mens Rings e) Adora Jewellery Products Pendants Ladies Rings Earrings Chains Bracelets Mens Rings Necklaces 3) Fragrances:
Price Range Rs.1000-30000+ Rs.1900-30000+ Rs.3500-35000+ Rs.1100 - 3000 Rs.10000-25000 Price Range Rs.3000-30000 Rs.5000-30000 Rs.3500-40000 Rs.2000-4000 Rs.50000+ Rs.15000-36000 Rs.20000-50000+
a) Intercraft Trading Pvt. Ltd., Mumbai. (Distributors of designer fragrances and cosmetics) Premium Brands Hugo Boss, Azzaro, Burberry, Ferrari, Cartier, Lanvin, Ted Lapidus, Cuciano Soprani, Faconnable, Tommy Hilfiger, Gant, Escada, Lacoste, Valentino, Gucci, 11 Price Range Perfumes Rs.650-5500 Deodrants-Rs.650-990
LIFESTYLE
Britney Spears, Nina Ricci, Mid Range Brands Evaflor, Jacquer Bogart, Thais,
Rs.160-1200
b) Beauty Impex Pvt. Ltd. Premium Brands YvesSaint Laurent, Joop, Jennifer Lopez, Davidoff
Mid Range Brands Adidas, Espirit, Tabac, Harley Davidson
Price Range Perfumes Rs.650-5500 Deodrants-Rs.650-990

Rs.160-1200
c) M.K.P Distributors, Mumbai.

Premium Brands Jacomo Trusardi, Mont Blanc, Carolina Herrera, Rochas, Dunhill, Novae Mid Range Brands Jenne Arthan, Parcolux Price Range Rs.1400-3500
Rs.200-1100
d) Harmony Distributors Pvt.Ltd.

Brands Calvin Klien Aigner Fahrenheit Dior, Jadure, Pure Poison and Miss Dior Cherier. Rs.995-3700 Rs.1400-2980 Rs.1180-4450 Price Range
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LIFESTYLE
4) Fashion Accessories: Products Earrings Estelle Bracelets Necklaces Hair Bands Rubber Bands Baby Pins Mens Bracelets & Neckline Hair Brushes Bindis 5) Health and Beauty: a) Shahnaz Hussain Products Sindoor Gem Therapy Sun Screen Gold Range Pearl Cream Moisturizer Shampoo Hair Oil Massage Cream Henna Hair Pack Face Pack Soap Mens Range Shaving Cream After Shave Lotion After Shave Moisturizer b) Lotus: Products Gels Shampoo Sun Screen Hair Oil
Price Range Rs.25-245 Rs.45-2078 Rs.35-99 Rs.40-175 Rs.29-325 Rs.15-30 Rs.29-55 55-125 Rs.275-545 Rs.25-99
Price Range Rs.110 Rs.575 Rs.120-545 Rs.375-525 Rs.440-450 Rs.400 Rs.290-590 Rs.290-590 Rs.220-3000 Rs.220-495 Rs.200-375 Rs.155-575 Rs.38-130 Rs.90 Rs.400 Rs.110
Price Range Rs.110-180 Rs.75&135 Rs.125-295 Rs.195 13
LIFESTYLE
Cream Face Mask Hair Pack c) Biotique: Soap Creams Lotion Shampoo Lip Balm Oil Conditioner Kajal Mens Range
Rs.110-180 Rs.400 Rs.155
Rs.30-70 Rs.180-520 Rs.150-280 Rs.150-700 Rs.135 Rs.135 Rs.135 Rs.95 Rs.180
d) VLCC Soap Creams Lotion Shampoo Toner Oil Massage Cream Face Wash Cleansing Milk Scrub Packs Foot Care Henna Rs.15-27 Rs.140-375 Rs.95-425 Rs.55-220 Rs.95 & 295 Rs.50-415 Rs.140 Rs.95 & 295 Rs.95 & 295 Rs.160-450 Rs.140 & 550 Rs.95 & 295 Rs.55
[Source:28 December,2007,Lifestyle Stores,www.megamalls.in/index.php]
6) Cosmetics Products/ Bourjoi Maybelli Artdeco 14 Dianao Revlon Lakme Cham Lorea
LIFESTYLE
Brands(in Rs.) Eye Shadow Lip Glosses Nail Paints Glitters Lipstick + Gloss Eye Pencil Lip Pencil Lip Stick Foundatio n Blushers Lipstick + Lipliner Concealer Mascara Liquid Eyeliner Compact Eyeliner Glitter Liquid Lipstick
s 215-360 475-520 125-260 555 550 180 185 475-555 575 525 320 550 390-575 400 320-700 -
ne 129&199 55 119&199 199 179 299 349-449 299 219 299 129 300 700 450-750 450 600 300 350 525 1625 415 1100 600 600 650 1500 -
London 225 295 110-165 295 295 155-195 155-195 225-325 450 275 295 300 310 415 345 315 250395 170250 85 &115 450 225500 135285 135285 245500 120495 325 350 220375 250375 225450 225500 125 95-180 60 60 165 50-125 99 140275 75&95 275 175 150 45&95 70&15 5 99 180
bor 395 385 210 395 170275 185 315445 440695 415 495 315 280 575 380
l 375425 450 225& 350 619 470 360 380 445499 510710 530 499 380550 410 675695 450
[Source:28 December,2007,Lifestyle Stores,www.megamalls.in/index.php]
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LIFESTYLE
MARKET SHARE OF THE VARIOUS PRODUCTS

The organized retailing is growing. We also know that fashion is a big component of both the branded as well as the total retail market. As the mall sprawl continues, the macro issue will be how to fashion the future of retail that has the potential of bringing Rs 40,000 crore business in the organized fold by the year 2006-07. If we discuss retail as a business and fashion as a segment, who are these brands and retailers that will occupy this upcoming premium space? With each mall beginning to look like the other with the same set of anchors and brands, the challenge will be for brands, retailers and malls to differentiate their offering. We are talking of no less than 35 hypermarkets, 325 large department stores, 1,500 supermarkets and over 10,000 exclusive retail showrooms that need to lease or buy space in over 300 malls, shopping centers that are under construction and hundreds of markets that are being renovated all over the country within the next three years to make retail really happening. Clothing and textiles constitute the largest block of organized retailing and if we were to consider all fashion and lifestyle segments like jewellery, watches, health & beauty care 16
LIFESTYLE
services, then fashion as such would constitute about 60 per cent of the organized retailing pie. Of all the retail segments, watches are the most organized with almost 40 per cent of the market being controlled by branded and organized players. The next most organized segment is that of footwear (25 per cent) followed by clothing (13.6 per cent). [Source:31st December,2007,Lifestyle Stores,www.news.webindia123/news]
The Organized retail in 2004 was Rs. 280 billion

Clothing, Textiles & Fashion accessories: Footwear Jewelry & watches
Organized Retail in 2004- Rs.280 billion
3% 3% 13%
2%
1% 39%
Mobile hand sets & accessories Health & Beauty (including services) Food & Grocery Consumer Durables Books, Music & Gifts Home
18% 2% 3% 7% 9%
Pharma Entertainment
from the above chart we can see that Jewellery and Watches contributed to only 7% of the organized retail and Health & Beauty (including services) 2%. [Source: 2nd January,2008,Lifestyle Stores,www.halo3.co.in/retailer_list.htm] Current scenario: 17
LIFESTYLE
INDIAN JEWELLERY MARKET The total jewellery market in India is estimated at over Rs 58,000 crore, of which diamond jewellery comprises the largest segment at about Rs 15,000 crore. According to a survey by the Gitanjali Group, branded diamond jewellery is growing at over 20 per cent per year. The survey also found that there are over five lakh retail stores selling jewellery, of which more than 10,000 stock diamond jewellery. For the jewellery retailers, the survey established a huge potential for future growth in this area, since only three per cent jewellery buyers today do their shopping from malls, while another 49 per cent buy from the local jeweller. As per the survey, about 75 per cent of jewellery sales take place in the metros, with gold jewellery being the first preference of consumers, but diamond is also slowly growing on the preference list. (Source: www.Indbazaar.com) Major Players in Indian Jewellery Market Asmi Nirvana Gili Ishis Sangini Kiah Ddamas Gem Affair Instyle Agni Carbon Sparkles Adora Eros Cygnus Ace Tanishque
WATCHES If the latest statistics suggest that some 35 million watches are sold in a year, of this figure, 15 million are sold in the branded and luxury watch segment, the total market in 2006 will stand at 40 to 42 million watches sold and that the luxury watch quotient will scale upwards in proportion. (Source: Saturday, December 24, 2005, The Telegraph, Kolkatta)
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LIFESTYLE
Titan is the market leader with over 60 per cent of the domestic market share in the organized watch market. Its exclusive retail showroom chain World of Titan is amongst the largest in its category. Titan watches are sold through over 9,000 outlets in over 2,300 cities and internationally in over 30 countries including the UK, Spain, Greece and countries in the Middle East and Asia Pacific.
Major Players in Branded Watches Market Titan Citizen Espirit Swatch Tommy Hilfiger Armani Tag Huer Tissot Mexx Pierre Cardin Giordano Police Fossil Rado DKNY. HMT Citizen Sonata Timex Maxima
FRAGRANCES The total market size of fragrances, in the organised category, in the country is Rs 400 crore and is growing at a rate of 18 per cent every year. Major Players in the Fragrances Market Hugo Boss Azzaro Burberry Ferrari Cartier Lanvin Chanel Ted Lapidus 19 Faconnable Tommy Hilfiger Gant Escada
LIFESTYLE
Lacoste Gucci
Britney Spears Nina Ricci
Customer Profile of the Lifestyle Section in Lifestyle in Rajouri Garden Customer is the King is a well said and a well known phrase. So one needs to study the customer profile of the store, of the market/area where the store is located, very thoroughly. Demographic Profile: Age: Lifestyle mainly focuses on the age group, which is between 18-35 years. It basically focuses on the youth section of the society. So the majority of the customers visiting this section of Lifestyle is youth. Income Level: Since, Rajouri Garden is is Mid- Income Profile area, so the people visiting the Lifestyle Section are mostly between the income group of 10000-30000. Gender: Mainly and in majority the females visit the Lifestyle section more than the males. Geographical Profile: Catchment Area: Most of the respondents coming to the store are from Rajouri Garden, Karol Bagh, Naraina Vihar, Kirti Nagar, Pitam Pura, Janak Puri, Tagore Garden, Rohini, Rajendra Place, Inder Puri and Patel Nagar.
20
LIFESTYLE
Apart from these major areas, people also do come from Bali Nagar, Paschim Vihar, Vikas Puri, North Campus, Moti Nagar, Pusa Road, Lajpat Nagar, Ashok Vihar, Ramesh Nagar, Hari Nagar, Sarojini Nagar, Delhi Cant, Uttam Nagar, few from Noida etc. [Source:31st December,2007,Lifestyle Stores,www.news.webindia123/news]
Location of Rajouri Garden in West Delhi:
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LIFESTYLE
[Source:3rd Jan,2008,Lifestyle Stores,www.realestate.indiatimes.com/articles]
SWOT
(Strengths, Weaknesses, Opportunities and Threats) 22
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of Lifestyle Concept Strengths Being an anchor store in City Square Mall, Lifestyle has an edge over all the coming up Malls and stores to make satisfied and permanent customers. Availability of all the Brands under one roof in deep assortment and wide variety. Well trained CSRs Friendly environment Separate entry from the basement to the store. Have an International appeal and a very luxurious & superb environment. Easily assessable to all the products and categories kept around the Lifestyle section. Weakness Absence of mid-segment brands like Ayur, Maxima, Elle 18, etc. Absence of varieties in artificial Jewellery Absence of varieties in Fashion Accessories Segment like: Non-Branded Fashionable Watches, Mens Leather Bands, Nose Pins, Clip Ons and Gift Sets etc. No Discounts given which is mainly demanded. Availability of products at a much higher ranges compared to the other retail stores. Hidden visibility of some of the brands behind the pillar. Lack of movable space between the Fashion Accessories and Jewellery section.
Opportunities
Government approval of FDI in retail. 23
LIFESTYLE
Can grab a greater market share by attracting a large number of customers. Can go for skin test of the customers by the skin consultants and advice the customers which cream or soap is best suited for their face. Should expand the width of their merchandise. Increasing number of footfalls, thereby higher conversion, because of the opening of many food courts in the mall. Lifestyle, the nearest of any outlets from metro station. Opening of disco theck in the mall. No substitute for quality of Lifestyle products in the Rajouri market of our standards.
Threats Presence of Mega marts in the local Rajouri Market. Easy accessibility to nearby developed market for Lifestyle products specially Jewellery. Better promotional activities from the competitors. For e.g. seasonal discounts etc. Competition from grey market. Upcoming competition from Departmental Stores like Shoppers Stop. [Source:5thJan,2008,Lifestyle Stores,www.lifestylestores.com]
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LIFESTYLE
DATA ANALYSIS
RESEARCH METHODOLOGY
25
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Firstly I went to the store for a weeks time to analyze the store completely. I studied my concept thoroughly and then to conduct the survey and to compile my report on Consumer Preferences for Lifestyle products in Rajouri Garden, I have used the questionnaire method. Then, I prepared a questionnaire both for the store survey and the Markey survey. Sample size used for store survey is 200 and the Markey survey is 50. I have taken each question and made a data analysis sheet in the following format for each question:
SAMPLING TECHNIQUES
26
LIFESTYLE
Sample is a subgroup of the elements of the population selected for participation in the study. Sampling design begins by specifying the target population. The target population is the collection of elements or objects that possess the information sought by the researcher and about which inferences are to be made. Sampling Techniques
Non probability Sampling Techniques
Probability Sampling Techniques
Convenience Sampling
Quota Sampling
Judgemental Sampling
Snow ball Sampling
To conduct my survey, I have used: Non-Probability Sampling: Any sampling procedure that does not satisfy the chance of selecting any universe element is a non-probability sampling method no matter what else is included in the specification. This method of sampling I have used Judgemental Sampling Technique. In this method, the population elements are purposively selected based on the judgement of the researcher. In the Lifestyle Concept, the target population is the youth and so the questionnaire I got filled was from the youths. [Source:Philip Kotler-Marketing Management]
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Analysis of the 200 Questionnaires of the Store
Q1) How frequently do you purchase Lifestyle products? a. Weekly b. Monthly c. Yearly d. Occasionally
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The question when asked, how frequently did the respondents Purchased Lifestyle product: Out of 200 respondents,
10 (5%) respondents said weekly 80 (40%) respondents said Monthly 20 (10%) respondents said Yearly 90 (45%) respondents said Occasionally
The findings are summarized in Graph 1:
Frequency in purchasing Lifestyle products
100 80 Number of 60 Respondents 40 20 0 10 Weekly Monthly 80 20 Yearly Occasinally 90
Frequency
Graph 1 From the above graph, we got to know that nearly half of the respondents i.e. 45% Purchase Lifestyle products Occasionally, 40% Monthly, 10% Yearly and the minor 5% purchase Weekly. Q2) Where do you usually buy these Lifestyle products? a. Individual Stores b. Retail Stores 29 c. Local Market d. Others
LIFESTYLE
The question when asked, where the respondents usually buy the Lifestyle products: Out of 200 respondents,
35 (17.5%) respondents said Individual Stores 106 (53%) respondents said Retail Stores 47 (23.5%) respondents said Local Market 12 (6%) respondents said Others.
The findings are summarized in Graph 2
When asked "Where do you usually buy Lifestyle products from"

120 100 80 No.of 60 Respondents 40 20 0 106
35 Ind. Str Retail Str
47
12
Local Mkt
Others
Places
Graph 2 From the above graph, we got to know that half of the respondents i.e. 53% purchase Lifestyle products from Retail Stores, 23.5% buy it from Local Market, 17.5% buy it from Individual stores and the remaining 6% purchase it elsewhere.
Q3) Which category do you prefer to buy in Lifestyle? a. Jewellery b. Cosmetics c. Watches 30 e. Sun Glasses d. Fragrances
LIFESTYLE
f. Fashion Accessories g. Skin Care The question when asked, which category do the respondents prefer to buy in Lifestyle: Out of 242 respondents,
29 (12%) respondents said Jewellery 55 (22%) respondents said Cosmetics 25 (10%) respondents said Watches 33 (14%) respondents said Fragrances 15 (6%) respondents said Sun Glasses 71(30%) respondents said Fashion Accessories 14 (6%) respondents said Skin Care
When asked "Which category do you prefer to buy in Lifestyle"

80 60 No. of 40 repondents 20 0 Product Category Graph 3 From the above graph, I got to know that 30% of the respondents prefer Fashion Accessories, 22% preferred Cosmetics, 12% Jewellery, 10% Watches, 14% respondents preferred Fragrances, 6% preferred Sun Glasses, 6% preferred Skin Care. 31 29
55 33
71 Jewellery Cosmetics Watches

15
25 14
Fragrances SunGlasses Fashion Acc SkinCare
LIFESTYLE
Q4) Do you like the Lifestyle products of Lifestyle? a. Yes b. No The question when asked, do the respondents like the Lifestyle products of Lifestyle: Out of 200 respondents,
199 (99.5%) respondents said Yes 1 (0.5%) respondents said No.

When asked "Do you like the Lifestyle products of Lifestyle"
No, 1
Yes, 199
Graph 4 From the above graph, it is clearly seen that 99.5% of the respondents like the Lifestyle products of Lifestyle and 0.5% of the respondents dont like the Lifestyle products of Lifestyle. Q5) How would you rate the following Lifestyle products in Lifestyle? JEWELLERY: The question when asked, how would the respondents rank Jewellery in Lifestyle: 32
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Out of 198 respondents,
47 (24%) respondents said Excellent 95 (48%) respondents said Very Good 50 (25%) respondents said Good 6 (3%) respondents said Fair 0 (0%) respondents said Poor
When asked "how would you rate Jewellery in Lifestyle"

100 80 60 No. of Respondents 40 20 0 47 50 6 0 95 Jewellery Excellent Jewellery Very Good Jewellery Good Jewellery Fair Jewellery Poor
Good Very
Good
Jewellery Graph 5 From the above graph, 24% of the respondents ranked Jewellery Excellent in Lifestyle, 48% respondents ranked Very Good, 25% respondents ranked Good, 3% respondents ranked Fair and none of the respondents ranked it Poor.
COSMETICS: The question when asked, how would the respondents rank the Cosmetics in Lifestyle: Out of 200 respondents, 33
Poor
Fair
Exce llent
LIFESTYLE
71 (35.5%) respondents said Excellent 90 (45%) respondents said Very Good 38 (19%) respondents said Good 1 (0.5%) respondents said Fair 0 (0%) respondents said Poor
The findings are summarized in Graph 6: When asked" How would you rate cosmetics in Lifestyle"
100 80 No. of 60 respondents 40 20 0
71
90 38 Very Good 1 Fair 0 Poor
Cosmetics Excellent Cosmetics Very Good Cosmetics Good Cosmetics Fair Cosmetics Poor
Excellent
Cosmetics
Good
Graph 6 From the above graph, 35.5% of the respondents ranked Cosmetics Excellent in Lifestyle, 45% respondents ranked Very Good, 19% respondents ranked Good, 0.5% respondents ranked Fair and none of the respondents ranked it Poor.
WATCHES: The question when asked, how would the respondents rank Watches in Lifestyle: Out of 199 respondents,
63 (31.5%) respondents said Excellent

34
LIFESTYLE
92 (46%) respondents said Very Good 37 (19%) respondents said Good 7 (3.5%) respondents said Fair 0 (0%) respondents said Poor
When asked" How would you rate watches in Lifestyle"

100 80 No. of 60 Respondents 40 20 0
92 63 37 7 0
Watches Excellent Watches Very Good Watches Good Watches Fair Watches Poor
Very Good
Excellent
Good
Watches
Graph 7 From the above graph, 31.5% of the respondents ranked Watches Excellent in Lifestyle, 46% respondents ranked Very Good, 19% respondents ranked Good, 3.5% respondents ranked Fair and none of the respondents ranked it Poor.
FRAGRANCES: The question when asked, how would the respondents rank Fragrances in Lifestyle: Out of 200 respondents,

35
Poor
Fair
LIFESTYLE
92 (46%) respondents said Very Good 33 (16.5%) respondents said Good 0 (0%) respondents said Fair 0 (0%) respondents said Poor
When asked"How would you rate Fragrances in LIfestyle"

100 90 80 70 60 No. of 50 Responses 40 30 20 10 0 92 75
Fragrances Excellent Fragrances Very Good

33 0 0
Fragrances Good Fragrances Fair Fragrances Poor
Very
Good
Fragrances
Graph 8 From the above graph, 37.5% of the respondents ranked Fragrances Excellent in Lifestyle, 46% respondents ranked Very Good, 16.5% respondents ranked Good, 0% respondents ranked Fair and none of the respondents ranked it Poor.
SUN GLASSES: The question when asked, how would the respondents rank Sun Glasses in Lifestyle: Out of 199 respondents,
56 (28%) respondents said Excellent

36
Fair
Poor
Excel Good lent
LIFESTYLE
81 (41%) respondents said Very Good 49 (25%) respondents said Good 12 (6%) respondents said Fair 1 (0%) respondents said Poor
When asked How would you rate Sun Glasses in Lifestyle"

90 80 70 60 No. of 50 Responses40 30 20 10 0 81 56 49
Sun Glasses Excellent Sun Glasses Very Good Sun Glasses Good Sun Glasses Fair
12
1
Po or
Sun Glasses Poor
Excell ent Good Very
Good
Sun Glasses Graph 9 From the above graph, 28% of the respondents ranked Sun Glasses Excellent in Lifestyle, 41% respondents ranked Very Good, 25% respondents ranked Good, 6% respondents ranked Fair and none of the respondents ranked it Poor.
FASHION ACCESSORIES: The question when asked, how would the respondents rank the Fashion Accessories products of Lifestyle: Out of 200 respondents,

37
Fair
LIFESTYLE
71 (35.5%) respondents said Very Good 36 (18%) respondents said Good 7 (3.5%) respondents said Fair 1 (0.5%) respondents said Poor
When asked"How would you rate Fashion Accessories in LIfestyle"

90 80 70 60 No. of 50 Responses 40 30 20 10 0
Fashion Accessories Excellent

85 71 36 7 Fair
Fashion Accessories Very Good Fashion Accessories Good

1 Poor
Excellent
Very Good
Good
Fashion Accessories Fair Fashion Accessories Poor
Fashion Accessories
Graph 10 From the above graph, 42.5% of the respondents ranked Fashion Accessories Excellent in Lifestyle, 35.5% respondents ranked Very Good, 18% respondents ranked Good, 3.5% respondents ranked Fair and 0.5% of the respondents ranked it Poor.
SKIN CARE: The question when asked, how would the respondents rank Skin Care in Lifestyle: Out of 198 respondents,
72 (36%) respondents said Excellent 81 (41%) respondents said Very Good 36 (18%) respondents said Good
38
LIFESTYLE
9 (5%) respondents said Fair 0 (0%) respondents said Poor.

When asked "How would you rate Skin Care in Lifestyle"
100 80 No. of 60 Responses 40 20 0 72 81 36 9 Very Good Excellent Good Fair 0 Poor Skin Care Excellent Skin Care Very Good Skin Care Good Skin Care Fair Skin Care Poor
Skin Care
Graph 11 From the above graph, 36% of the respondents ranked Skin Care Excellent in Lifestyle, 41% respondents ranked Very Good, 18% respondents ranked Good, 5% respondents ranked Fair and none of the respondents ranked it Poor.
Q6) Are you satisfied with the different brands available? a. Yes b. No The question when asked, are the respondents satisfied with the different brands available Out of 200 respondents,
194 (97%) respondents said Yes 06 (3%) respondents said No.
39
LIFESTYLE
The findings are summarized in Graph 12: When asked "Are you satisfied with the different brands available"
6 194
No Yes
Graph 12 From the above graph, it is clearly seen that 97% of the respondents are satisfied with the different brands available and 3% of the respondents are not satisfied with the different brands available.
Q7) How much do you spend on Lifestyle Products? JEWELLERY: The question when asked, how much the respondents spend on Jewellery: Out of 182 respondents,
3 (2%) respondents said <100 9 (5%) respondents said 100-500 42 (23%) respondents said 500-1000 58 (32%) respondents said 1000-5000
40
LIFESTYLE
70 (38%) respondents said >5000

When asked "How much do you generally spend on Jewellery"
2% 38%
5% 23% <100 100-500 500-1000 1000-5000 >5000 32%
Graph 13 From the above graph, 2% of the respondents spend less than Rs.100 on Jewellery, 5% of the respondents spend at around 100-500, 23% of the respondents spend at around 5001000, 32% of the respondents spend at around 1000-5000 and 38% of the respondents spend more than Rs. 5000.
COSMETICS: The question when asked, how much the respondents spend on Cosmetics: Out of 196 respondents,
7 (4%) respondents said <100 57 (29%) respondents said 100-500 87 (44%) respondents said 500-1000 44 (22%) respondents said 1000-5000
41
LIFESTYLE
1 (1%) respondents said >5000

The findings are summarized in Graph 14: When asked "How much do you generally spend on Cosmetics"
22%
1% 4% 29% <100 100-500 500-1000 1000-5000 >5000 44%
Graph 14 From the above graph, 4% of the respondents spend less than Rs.100 on Cosmetics, 29% of the respondents spend at around 100-500, 44% of the respondents spend at around 500-1000, 22% of the respondents spend at around 1000-5000 and 1% of the respondents spend more than Rs. 5000. WATCHES: The question when asked, how much the respondents spend on Watches: Out of 192 respondents,
3 (2%) respondents said <100 41 (21%) respondents said 100-500 65 (34%) respondents said 500-1000 78 (40%) respondents said 1000-5000 5 (3%) respondents said >5000
42
LIFESTYLE
When asked "How much do you generally spend on Watches"
3% 2% 40%
21%
<100 100-500 500-1000 1000-5000 >5000
34%
Graph 15 From the above graph, 2% of the respondents spend less than Rs.100 on Watches, 21% of the respondents spend at around 100-500, 34% of the respondents spend at around 5001000, 40% of the respondents spend at around 1000-5000 and 3% of the respondents spend more than Rs. 5000.
FRAGRANCES: The question when asked, how much the respondents spend on Fragrances: Out of 196 respondents,
43
LIFESTYLE
When asked "How much do you generally spend on Fragrances"
2%2% 28% 41% <100 100-500 500-1000 1000-5000 27% >5000
Graph 16 From the above graph, 2% of the respondents spend less than Rs.100 on Fragrances, 28% of the respondents spend at around 100-500, 27% of the respondents spend at around 500-1000, 41% of the respondents spend at around 1000-5000 and 2% of the respondents spend more than Rs. 5000. SUN GLASSES: The question when asked, how much the respondents spend on Sun Glasses: Out of 184 respondents,
The findings are summarized in Graph 17: 44
LIFESTYLE
When asked "How much do you generally spend on Sun Glasses"
1% 3% 29% 33% <100 100-500 500-1000 1000-5000 >5000 34%
Graph 17 From the above graph, 3% of the respondents spend less than Rs.100 on Sun Glasses, 33% of the respondents spend at around 100-500, 34% of the respondents spend at around 500-1000, 29% of the respondents spend at around 1000-5000 and 1% of the respondents spend more than Rs. 5000.
FASHION ACCESSORIES: The question when asked, how much the respondents spend on Fashion Accessories: Out of 197 respondents,
45
LIFESTYLE
Whe n aske d "How much do you ge ne rally spe nd on Fashion Acce ssorie s"
9%
0%
9% <100 100-500 500-1000
33% 49%
1000-5000 >5000
Graph 18 From the above graph, 9% of the respondents spend less than Rs.100 on Fashion Accessories, 49% of the respondents spend at around 100-500, 33% of the respondents spend at around 500-1000, 9% of the respondents spend at around 1000-5000 and none of the respondents spend more than Rs. 5000.
SKIN CARE: The question when asked, how much the respondents spend on Skin Care: Out of 196 respondents,
The findings are summarized in Graph 19: 46
LIFESTYLE
Whe n aske d "How much do you ge ne rally spe nd on Skin Care "
17%
0% 6% <100 100-500 500-1000 41% 1000-5000 >5000
36%
Graph 19 From the above graph, 6% of the respondents spend less than Rs.100 on Skin Care, 41% of the respondents spend at around 100-500, 36% of the respondents spend at around 500-1000, 17% of the respondents spend at around 1000-5000 and none of the respondents spend more than Rs. 5000.
Q8) How much is the following factor important to you while making a purchase? VARIETY: The question when asked, how much is Variety important to you while making a purchase: Out of 200 respondents,
111 (55.5%) respondents said Extremely Important 83 (41.5%) respondents said Very Important 6 (3%) respondents said Somewhat Important 0 (0%) respondents said Not very Important
47
LIFESTYLE
0 (0%) respondents said Not at all Important

When asked "How much is Variety Important to You"

111 Ex. Impt 83 6 0 0 Very Impt Somewt Impt Not V.Impt Not at all Impt Variety
120 100 80 No. of 60 Responses 40 20 0
Graph 20 From the above graph, we can see that 55.5% of the respondents consider Variety to be Extremely Important, 41.5% of the respondents consider Very Important, 3% consider Somewhat Important, 0% consider Not very Important and none of the respondents consider Not at all Important. BRAND: The question when asked, how much is Brand important to you while making a purchase: Out of 200 respondents,
101 (50.5%) respondents said Extremely Important 46 (23%) respondents said Very Important 25 (12.5%) respondents said Somewhat Important 16 (8%) respondents said Not very Important 12 (6%) respondents said Not at all Important
48
LIFESTYLE

W hen asked "How m uch is Brand Im portant to you"
120 100 80 60 40 20 0 101
No. of Res pons es
46 25 16 12 Ex. Impt Very Impt Ex. Impt Very Somewt Not Not at Impt Impt V.Impt all Impt Brand Somewt Impt Not V.Impt Not at all Impt
Graph 21 From the above graph, we can see that 50.5% of the respondents consider Brand to be Extremely Important, 23% of the respondents consider Very Important, 12.5% consider Somewhat Important, 8% consider Not very Important and 6% of the respondents consider Not at all Important.
PRICE: The question when asked, how much is Price important to you while making a purchase: Out of 200 respondents,
68 (34%) respondents said Extremely Important 71 (35.5%) respondents said Very Important 46 (23%) respondents said Somewhat Important 11 (5.5%) respondents said Not very Important 4 (2%) respondents said Not at all Important
49
LIFESTYLE
When asked "How much is Price Important to you"

80 60 No. of 40 Re sponse s 20 0 68 71 46 11 Ex. Impt Very Impt 4 Somewt Impt Not V.Impt Not at all Impt
Ex. Impt V ery Somew t Not Not at Impt Impt V .Impt all Impt
Price
Graph 22 From the above graph, we can see that 34% of the respondents consider Price to be Extremely Important, 35.5% of the respondents consider Very Important, 23% consider Somewhat Important, 5.5% consider Not very Important and 2% of the respondents consider Not at all Important.
QUALITY: The question when asked, how much is Quality important to you while making a purchase: Out of 200 respondents,
117 (58.5%) respondents said Extremely Important 71 (35.5%) respondents said Very Important 11 (5.5%) respondents said Somewhat Important 1 (0.5%) respondents said Not very Important 0 (0%) respondents said Not at all Important
50
LIFESTYLE

When asked "How much is Quality Important to you"
117 120 100 80 60 40 20 0 71
No. of Responses
Ex. Impt Very Impt 11 1 0 Somewt Impt Not V.Impt Not at all Impt
E Im Very Somew t Not Not at x. pt Im pt Impt V.Im all Im pt pt
Quality
Graph 23 From the above graph, we can see that 58.5% of the respondents consider Quality to be Extremely Important, 35.5% of the respondents consider Very Important, 5.5% consider Somewhat Important, 0.5% consider Not very Important and 2% of the respondents consider Not at all Important.
STYLE: The question when asked, how much is Style important to you while making a purchase: Out of 200 respondents,
109 (54.5%) respondents said Extremely Important 71 (35.5%) respondents said Very Important 19 (9.5%) respondents said Somewhat Important 1 (0.5%) respondents said Not very Important 0 (0%) respondents said Not at all Important
51
LIFESTYLE

When asked "How much is Style Important to you"
120 100 80 No.of 60 Responses 40 20 0 109 71 19 1
Ex. Impt
Ex. Impt Very Impt 0 Somewt Impt Not V.Impt Not at all Impt
Very Somew t Not Not at Impt Impt V.Impt all Impt
Style
Graph 24 From the above graph, we can see that 54.5% of the respondents consider Style to be Extremely Important, 35.5% of the respondents consider Very Important, 9.5% consider Somewhat Important, 0.5% consider Not very Important and 2% of the respondents consider Not at all Important.
Q9) Which are the factors which influence you to enter into the Lifestyle section? Rank them: (1 being the most preferred and 8 being the least preferred). a. Visual Appeal b. Display of Merchandise c. Varieties Available d. Brands Available e. Customer Service f. Ambience g. Promotions h. Discounts
a) VISUAL APPEAL RANK 1 No. of 26 Responses
2 11
3 38 52
4 32
5 35
6 22
7 22
8 14
LIFESTYLE
No. of Responses 26 11 38 32 35 22 22 14 Total Weightage
Weightage 8 7 6 5 4 3 2 1
No. of Responses* Weightage 208 77 228 160 140 66 44 14 937
AVERAGE WEIGHT = TOTAL WEIGHTAGE NO. OF RESPONSES = 937 / 200 = 4.68
b) DISPLAY OF MERCHANDISE RANK 1 2 3 No. of 7 13 12 Responses No. of Responses 7 13 12 28 26 39 40 35 Total Weightage
4 28
5 26
6 39
7 40
8 35
Weightage 8 7 6 5 4 3 2 1 53
LIFESTYLE
AVERAGE WEIGHT = TOTAL WEIGHTAGE NO. OF RESPONSES = 695 / 200 = 3.47 c) VARIETIES AVAILABLE RANK 1 2 No. of 36 49 Responses No. of Responses 36 49 36 34 20 16 5 4 Total Weightage 3 36 4 34 5 20 6 16 7 5 8 4
Weightage 8 7 6 5 4 3 2 1
AVERAGE WEIGHT = TOTAL WEIGHTAGE NO. OF RESPONSES = 1159 / 200 = 5.79 d) BRANDS AVAILABLE RANK 1 2 No. of 44 39 Responses No. of Responses 44 39
3 32
4 18
5 15
6 13
7 19
8 21
Weightage 8 7 54
No. of Responses* Weightage 352 273
LIFESTYLE
32 18 15 13 19 21 Total Weightage
6 5 4 3 2 1
192 90 60 39 38 21 1065
e) CUSTOMER SERVICE RANK 1 2 No. of 10 14 Responses No. of Responses 10 14 30 30 35 24 33 24 Total Weightage
3 30
4 30
5 35
6 24
7 33
8 24
Weightage 8 7 6 5 4 3 2 1
55
LIFESTYLE
AVERAGE WEIGHT = TOTAL WEIGHTAGE NO. OF RESPONSES = 810 / 200 = 4.05 f) AMBIENCE RANK 1 No. of 8 Responses No. of Responses 8 15 17 21 34 44 35 26 Total Weightage 2 15 3 17 4 21 5 34 6 44 7 35 8 26
Weightage 8 7 6 5 4 3 2 1
AVERAGE WEIGHT = TOTAL WEIGHTAGE NO. OF RESPONSES = 740 / 200 = 3.70 g) PROMOTIONS RANK 1 No. of 28 Responses No. of Responses 28 34 21
2 34
3 21
4 22
5 20
6 27
7 29
8 19
Weightage 8 7 6 56
No. of Responses* Weightage 224 238 126
LIFESTYLE
22 20 27 29 19 Total Weightage
5 4 3 2 1
110 80 81 58 19 936
h) DISCOUNTS: RANK 1 No. of 40 Responses No. of Responses 40 25 15 15 15 15 15 60 Total Weightage
2 25
3 15
4 15
5 15
6 15
7 15
8 60
Weightage 8 7 6 5 4 3 2 1
AVERAGE WEIGHT = TOTAL WEIGHTAGE 57
LIFESTYLE
NO. OF RESPONSES = 855 / 200 = 4.27 Hence, summing up the average weightage of each influential factor: Factor Weighted Average Visual Appeal 4.68 Display of Merchandise 3.47 Varieties Available 5.79 Brands Available 5.32 Customer Service 4.05 Ambience 3.7 Promotions 4.68 Discounts 4.27
Weighted average of the factors that influence the respondents to enter into the Lifestyle section
5.79 average weightage 6 5 4 3 2 1 0 4.68 5.32 4.68 4.27 3.47 4.05 3.7
Promotions
Display of Merchandise
Factors
Graph 25 From the above graph and calculation, we can clearly see that the consumers want Varieties (weightage 5.79) to be there and which influence the most to enter into the Lifestyle section. Secondly, they want that Brands (weightage 58
Ambience
Discounts
Varieties Available
Customer Service
Visual Appeal
Brands Available
LIFESTYLE
5.32) should be available, followed by Visual Appeal and Promotions (weightage 4.68 each). Respondents also do want Discount (weightage 4.27) and the least influencial factors are Customer Service (weightage 4.05), Ambience (weightage 3.70) and Display of Merchandise (weightage 3.47).
Q10) Rank the following products in order of your preference (1 being the most preferred and 7 being the least preferred). a. Jewellery e. Sun Glasses b. Cosmetics c. Watches d. Fragrances a) JEWELLERY RANK 1 No. of 29 Responses No. of Responses 29 20 32 40 26 21 32 Total Weightage f. Fashion Accessories g. Skin Care
2 20
3 32
4 40
5 26
6 21
7 32
Weightage 7 6 5 4 3 2 1
No. of Responses* Weightage 203 120 160 160 78 42 32 795
59
LIFESTYLE
b) COSMETICS RANK 1 No. of 37 Responses No. of Responses 37 46 24 20 27 26 20 Total Weightage
2 46
3 24
4 20
5 27
6 26
7 20
Weightage 7 6 5 4 3 2 1
AVERAGE WEIGHT = TOTAL WEIGHTAGE NO. OF RESPONSES = 888 / 200 = 4.44 c) WATCHES RANK
3 60
LIFESTYLE
No. of Responses
26
24
36
28
24
35
27
No. of Responses 26 24 36 28 24 35 27 Total Weightage
Weightage 7 6 5 4 3 2 1
AVERAGE WEIGHT = TOTAL WEIGHTAGE NO. OF RESPONSES = 787 / 200 = 3.93 d) FRAGRANCES RANK 1 No. of 40 Responses No. of Responses 40 37 23 36 27 20 17 Total Weightage 2 37 3 23 4 36 5 27 6 20 7 17
Weightage 7 6 5 4 3 2 1
AVERAGE WEIGHT = TOTAL WEIGHTAGE NO. OF RESPONSES = 899 / 200 = 4.49 e) SUN GLASSES RANK 1 2 3 61 4 5 6 7
LIFESTYLE
No. of Responses
11
22
26
30
31
33
48
Weightage 7 6 5 4 3 2 1
AVERAGE WEIGHT = TOTAL WEIGHTAGE NO. OF RESPONSES = 662 / 200 = 3.31 f) FASHION ACCESSORIES RANK 1 2 No. of 49 24 Responses No. of Responses 49 24 18 29 25 31 24 Total Weightage 3 18 4 29 5 25 6 31 7 24
Weightage 7 6 5 4 3 2 1
AVERAGE WEIGHT = TOTAL WEIGHTAGE NO. OF RESPONSES = 854 / 200 = 4.27 g) SKIN CARE 62
LIFESTYLE
RANK No. of Responses
1 8
2 26
3 42
4 18
5 40
6 35
7 31
Weightage 7 6 5 4 3 2 1
AVERAGE WEIGHT = TOTAL WEIGHTAGE NO. OF RESPONSES = 713 / 200 = 3.56 Hence, summing up the average weightage of each influential factor: Product Jeweller Cosm Watches Fragra Sun Fashio s y etics nces Glasse n s Access ories Average 3.98 4.44 3.93 4.49 3.33 4.27 Weighta ge Skin Care 3.56
63
LIFESTYLE
Weighted Average of the P referred products

Weighted Average 5 4 3 2 1 0 Cosmetics Jewellery Watches Fragrances Sun Glasses Fashion 0 Skin Care 3.93 3.31 3.98 4.44 4.49 4.27 3.56
Prod u cts
Graph 26 From the above graph and calculation, we can clearly see that the consumers mostly prefer Fragrances (weightage 4.49). Secondly, they prefer Cosmetics (weightage 4.44), followed by Fashion Accessories (weightage 4.27). And then their preference goes for Jewellery (weightage 3.98) and the least preferred products are Watches (weightage 3.93), Skin Care (weightage 3.56) and Sun Glasses (weightage 3.33).
Q11) What do you like the most in Fashion Accessories section of Lifestyle? a. Earrings e. Baby Pins b. Bracelets f. Mens Accessories c. Necklaces g. Hair Brushes d. Hair Bands h. Bindis The question when asked, what do the respondents like the most in Fashion Accessories section of Lifestyle: Out of 246 respondents,
97 (39%) respondents said Earrings

64
LIFESTYLE
30 (12%) respondents said Bracelets 34 (13%) respondents said Necklaces 9 (3%) respondents said Hair Bands 17 (6%) respondents said Baby Pins 39 (15%) respondents said Mens Accessories 11 (4%) respondents said Hair Brushes 9 (3%) respondents said Bindis

When asked "In Fashion Accessories which category do you prefer the most"
Fashion Accessories Categories
Bindis Hair Brushes Men's Acc. Baby Pins Hair Bands Necklaces Bracelets Earrings
9 11 39 17 9 34 30 97
20
40
60
80
100
No. of Responses
Graph 27 From the above graph, we see that 39% of the respondents like Earrings, 12% like Bracelets, 13% like Necklaces, 3% like Hair Bands, 6% like Baby Pins, 15% like Mens Accessories, 4% like Hair Brushes and the remaining 3% respondents like Bindis. Q12) Do you want to add something else in the Fashion Accessories section? a. Yes b. No The question when asked, do the respondents want to add something else in Fashion Accessories section: Out of 200 respondents,
63 (32%) respondents said Yes 137 (68%) respondents said No.

65
LIFESTYLE
When asked "Do you want to add Something else to the Fashion Accessories section"
63, 32%
Yes No
137, 68%
Graph 28 From the above graph, it is clearly seen that the majority of the respondents i.e. 68% of the respondents dont want to add something else in the Fashion Accessories section and the remaining 32% of the respondents want to add Finger rings, toe rings, varieties of clip ons, leather bands, mens earrings, nose pins etc to the Fashion Accessories section.
Q13) How do you find the pricing of Fashion Accessories? a. Expensive b. Reasonable c. Value for money d. Cheap
The question when asked, how do the respondents find the pricing of Fashion Accessories: Out of 200 respondents,
27 (13.5%) respondents said that its Expensive

66
LIFESTYLE
112 (56%) respondents said that its Reasonable 55 (22.5%) respondents said that its Value for money 6 (3%) respondents said that its Cheap.
Whe n aske d "How do you find the pricing of Fashion Accessories"
120 100 80 No. of Responses 60 40 20 0
112 27
55
6 Cheap
Expens iveReas onable Value for Money Pricing
Graph 29 From the above graph, it is clearly seen that the majority of the respondents i.e. 56% of the respondents said that the pricing of Fashion Accessories is Reasonable, 13.5% respondents said that its Expensive, 22.5% of the respondents said that its Value for money and 3% said that its Cheap. Q14) What kind of advertising affects do you prefer in purchasing Lifestyle products? a. Word of Mouth b. Hoardings c. Magazines d. Newspaper e. Television f. Others
The question when asked, what kind of advertising affects the respondents prefer in purchasing Lifestyle products: Out of 207 respondents, 67
LIFESTYLE
66 (32%) respondents said Word of Mouth 50 (24%) respondents said Hoardings 27 (13%) respondents said Magazines 26 (13%) respondents said Newspaper 29 (14%) respondents said Television 9 (4%) respondents said Others.
When asked "Through which advertising media did you come to know abou Lifestyle"
4% 14% 0% 13% 32% Word of Mouth Hoardings Magazines Newspaper Television 13% 24% Others
Graph 30 From the above graph, we can see that the most common advertising media is Word of Mouth which is contributing to 32%, Hoardings contribute to 24%, Magazines and Newspapers contribute to 13%, Television contribute to 14%, and 4% of the respondents came to know about Lifestyle through other medias like Radio. Q15) Will you purchase Lifestyle products when you come next? a. Will Buy b. Probably Buy c. Might Buy d. Will not buy
68
LIFESTYLE
The question when asked, will the respondents purchase Lifestyle products when they come next: Out of 200 respondents,
139 (69.5%) respondents said that they Will Buy 27 (13.5%) respondents said that they will Probably Buy 29 (14.5%) respondents said that they Might Buys 5 (2.5%) respondents said that they Will not buy
When asked "Whenever you come next what is your possibility of buying"
140 120 100 No. of 80 Responses 60 40 20 0
139
27 Will Buy Prob. Buy
29 Might Buy
5 Won't Buy
Possibities
Graph 31 From the above graph, we can see that majority i.e. 69.5% of the respondents said that they Will Buy, 13.5% of the respondents said that they will Probably Buy, 14.5% respondents said that they Might Buy and the remaining 2.5% of respondents said that they will not buy.
69
LIFESTYLE
Analysis of the 50 Questionnaires of the Market
70
LIFESTYLE
Q1) Do you purchase Lifestyle products? Yes
No
The question when asked, do the respondents purchase Lifestyle product: Out of 50 respondents,
50 (100%) respondents said Yes 0 (0%) respondents said No

When asked "Do you purchase Lifestyle Products"
No, 0, 0%
Yes, 50, 100%
Graph 1 From the above graph, it is clearly seen that 100% of the respondents purchase the Lifestyle products.
71
LIFESTYLE
Q2) Which category do you Prefer the most in Lifestyle Products?
Jewellery Cosmetics Watches Fragrances
Sun Glasses Fashion Accessories Skin Care
The question when asked "Which category do the respondents prefer the most in Lifestyle Products" Out of 50 respondents,
5 (10%) respondents said Jewellery 13 (26%) respondents said Cosmetics 10 (20%) respondents said Watches 8 (16%) respondents said Fragrances 2 (4%) respondents said Sun Glasses 9 (18%) respondents said Fashion Accessories 3 (6%) respondents said Skin Care
72
LIFESTYLE
When asked "Which category do you Prefer the most in Lifestyle Products" Jewellery Watches Fashion Acc. Skin Care Cosmetics Fragrances Sunglasses
5 10 9 3 8 2 13
Categories
10
15
No. of Respondents Graph 2 From the above graph, I got to know that 18% of the respondents prefer Fashion Accessories, 26% preferred Cosmetics, 10% Jewellery, 20% Watches, 16% respondents preferred Fragrances, 4% preferred Sun Glasses, 6% preferred Skin Care.
Q3) Where do you usually buy Watches from? Vishal Mega Mart Amarsons Watch Co.
Salasar Gokul Mega Mart Samay

73
Local Retailers Others
LIFESTYLE
The question when asked "Where do the respondents usually buy Watches from" Out of 50 respondents,
5 (10%) respondents said Vishal Mega Mart 6 (12%) respondents said Salasar 2 (4%) respondents said Gokul Mega Mart 11 (22%) respondents said Samay 8 (16%) respondents said Amarsons Watch Co. 5 (10%) respondents said Local Retailers 13 (26%) respondents said Others
W h e n a s k e d " W h e re d o y o u u s u a lly b u y W a tc h e s fro m "
14 12 10 N o .o f 8 R e sp o n d e n ts 6 4 2 0
11 5
V MM
13 8 5
6 2
Sala s a r G o ku l
Sa ma y A ma r s on 's L oc al O ther s Re tailer s
O p tio n s
Graph 3 From the above graph, I got to know that 10% of the respondents usually bought watches from Vishal Mega Mart, 12% respondents bought from Salasar, 4% respondents from Gokul Mega Mart, 22% respondents from Samay, 16% respondents from Amarsons Watch Co., 10% respondents from Local Retailers and 26% of the respondents bought from Others. 74
LIFESTYLE
Q4) Where do you usually buy Fragrances & Sunglasses from? Vishal Mega Mart Local Retailers Salasar Others Gokul Mega Mart The question when asked "Where do the respondents usually buy Fragrances & Sunglasses from": Out of 48 respondents,
14 (29%) respondents said Vishal Mega Mart 9 (19%) respondents said Salasar 3 (6%) respondents said Gokul Mega Mart 10 (21%) respondents said Local Retailers 12 (25%) respondents said Others
75
LIFESTYLE
When asked "Where do you usually buy Fragrances & Sunglasses from"
Others Options Local Retailers Gokul Salasar VMM 0 5 10 3 9 10
12
14 15
No. of Respondents
Graph 4 From the above graph, 29% of the respondents usually bought Fragrances & Sunglasses from Vishal Mega Mart, 19% respondents bought from Salasar, 6% respondents from Gokul Mega Mart, 21% respondents from Local Retailers and 25% of the respondents bought from Others.
Q5) Where do you usually buy Fashion Accessories from?
Vishal Mega
Mart Salasar
Gokul Mega
Mart Catmos Mynah
Impulse Local Retailers Others
The question when asked "Where do the respondents usually buy Fashion Accessories from" Out of 47 respondents,
5 (11%) respondents said Vishal Mega Mart 4 (9%) respondents said Salasar 1 (2%) respondents said Gokul Mega Mart 4 (9%) respondents said Catmos 3 (6%) respondents said Mynah 76
LIFESTYLE
5 (11%) respondents said Impulse 11 (23%) respondents said Local Retailers 14 (29%) respondents said Others
When asked "W here do you usually buy Fashion Accessories from"
Others Local Retailers Impulse Mynah Catmos Gokul Salasar VMM 0
14 11 5 3 4 1 4 5
Options
10
15
No. of Respondents
Graph 5 From the above graph, 11% of the respondents usually bought Fashion Accessories from Vishal Mega Mart, 9% respondents bought from Salasar, 2% respondents from Gokul Mega Mart, 9% respondents bought from Catmos, 6% respondents bought from Mynah, 11% respondents bought from Impulse, 23% respondents from Local Retailers and 29% of the respondents bought from Others.
Q6) Where do you usually buy Cosmetic and Skin Care from?
Vishal Mega
Mart
Gokul Mega
Mart
Lips n Lines Attraction Local Retailers Others
Salasar
Lifespring (Dr.
Morepens) 77
LIFESTYLE
The question when asked "Where do the respondents usually buy Cosmetic and Skin Care from" Out of 48 respondents,
6 (13%) respondents said Vishal Mega Mart 3 (6%) respondents said Salasar 2 (4%) respondents said Gokul Mega Mart 13 (27%) respondents said Lifespring (Dr. Morepens) 2 (4%) respondents said Lips n Lines 4 (8%) respondents said Attraction 7 (15%) respondents said Local Retailers 11 (23%) respondents said Others
When asked "Where do you usually buy Cosmetic and Skin Care from
Others Local Retailers 7 4 2 13 2 3 6 11
Options
Attraction Lips'n'Lines Lifespring Gokul Salasar VMM
10
15
No. of Respondents
Graph 6 78
LIFESTYLE
From the above graph, 13% of the respondents usually bought Fashion Accessories from Vishal Mega Mart, 6% respondents bought from Salasar, 4% respondents from Gokul Mega Mart, 27% respondents bought from Lifespring (Dr. Morepens), 4% respondents bought from Lips n Lines, 8% respondents bought from Attraction, 15% respondents from Local Retailers and 23% of the respondents bought from Others.
Q7) Where do you usually buy Jewellery from? Om Jewellery R.K. Jewellery Nischal Jewellery Tanishque Jewellery Lalsons Jewellery Standard Jewellery ML & Sons Others
The question when asked "Where do the respondents usually buy Cosmetic and Skin Care from" Out of 42 respondents,
3 (7%) respondents said Om Jewellery 3 (7%) respondents said R.K. Jewellery 1 (2%) respondents said Nischal Jewellery 11 (26%) respondents said Tanishque Jewellery 2 (5%) respondents said Lalsons Jewellery
79
LIFESTYLE
2 (5%) respondents said Standard Jewellery 0 (0%) respondents said ML & Sons 20 (48%) respondents said Others
When asked "Where do you usually buy Jewellery from

Others ML& Sons Standard Lalson's Tanishqu Nischal R.K Jewl Om Jewl
20 0 2 2 11 1 3 3
Options
10
15
20
No. of Respondents
Graph 7 From the above graph, 7% of the respondents usually bought Jewellery from Om Jewellery, 7% respondents bought from R.K. Jewellery, 2% respondents from Nischal Jewellery, 26% respondents bought from Tanishque Jewellery, 5% respondents bought from Lalsons Jewellery, 5% respondents bought from Standard Jewellery, 0% respondents from ML & Sons and 48% of the respondents bought from Others.
80
LIFESTYLE
Q8) How much do you spend on Lifestyle Products? JEWELLERY: The question when asked, how much the respondents spend on Jewellery: Out of 41 respondents,
When asked "How much do you spend on Jewellery"
0% 2% 2% 22%
Jewellery <100 Jewellery 100-500 Jewellery 500-1000 Jewellery 1000-5000 Jewellery >5000
74%
Graph 8 81
LIFESTYLE
From the above graph, none of the respondents spend less than Rs.100 on Jewellery, 2% of the respondents spend at around 100-500, 2% of the respondents spend at around 500-1000, 22% of the respondents spend at around 1000-5000 and 74% of the respondents spend more than Rs. 5000.
COSMETICS: The question when asked, how much the respondents spend on Cosmetics: Out of 46 respondents,
When asked "How much do you spend on Cosmetics"
20%
0%
20%
Cosmetics <100 Cosmetics 100-500 Cosmetics 500-1000 Cosmetics 1000-5000 Cosmetics >5000
60%
Graph 9
82
LIFESTYLE
From the above graph, none of the respondents spend less than Rs.100 on Cosmetics, 2% of the respondents spend at around 100-500, 60% of the respondents spend at around 500-1000, 20% of the respondents spend at around 1000-5000 and none of the respondents spend more than Rs. 5000.
WATCHES: The question when asked, how much the respondents spend on Watches: Out of 50 respondents,
When asked "How much do you spend on Watches"
2% 0%
20%
W atches <100 W atches 100-500 W atches 500-1000
50% 28%
W atches 1000-5000 W atches >5000
83
LIFESTYLE
Graph 10 From the above graph, none of the respondents spend less than Rs.100 on Watches, 20% of the respondents spend at around 100-500, 28% of the respondents spend at around 500-1000, 50% of the respondents spend at around 1000-5000 and 2% of the respondents spend more than Rs. 5000.
FRAGRANCES: The question when asked, how much the respondents spend on Fragrances: Out of 47 respondents,
When asked "How much do you spend on Fragrances"
0% 2% 45%
21%
Fragrances <100 Fragrances 100-500 Fragrances 500-1000 Fragrances 1000-5000 Fragrances >5000
32%
Graph 11 84
LIFESTYLE
From the above graph, 2% of the respondents spend less than Rs.100 on Fragrances, 21% of the respondents spend at around 100-500, 32% of the respondents spend at around 500-1000, 45% of the respondents spend at around 1000-5000 and none of the respondents spend more than Rs. 5000.
SUN GLASSES: The question when asked, how much the respondents spend on Sun Glasses: Out of 41 respondents,
When asked "How much do you spend on Sun Glasses"
27%
0% 2% 29% Sun Glasses <100 Sun Glasses 100-500 Sun Glasses 500-1000 Sun Glasses 1000-5000 Sun Glasses >5000 42%
Graph 12 From the above graph, 2% of the respondents spend less than Rs.100 on Sun Glasses, 29% of the respondents spend at around 100-500, 42% of the 85
LIFESTYLE
respondents spend at around 500-1000, 27% of the respondents spend at around 1000-5000 and none of the respondents spend more than Rs. 5000.
FASHION ACCESSORIES: The question when asked, how much the respondents spend on Fashion Accessories: Out of 44 respondents,
When asked "How much do you spend on Fashion Accessories"
2% 2% 25% 7%
Fashion Accessories <100 Fashion Accessories 100-500 Fashion Accessories 500-1000 Fashion Accessories 1000-5000 Fashion Accessories >5000
64%
86
LIFESTYLE
Graph 13 From the above graph, 7% of the respondents spend less than Rs.100 on Fashion Accessories, 64% of the respondents spend at around 100-500, 25% of the respondents spend at around 500-1000, 2% of the respondents spend at around 1000-5000 and 2% of the respondents spend more than Rs. 5000.
SKIN CARE: The question when asked, how much the respondents spend on Skin Care: Out of 47 respondents,
When asked "How much do you spend on Skin Care"
6% 0% 34%
Skin Care <100 Skin Care 100-500 Skin Care 500-1000 Skin Care 1000-5000 Skin Care >5000
60%
Graph 14 87
LIFESTYLE
From the above graph, none of the respondents spend less than Rs.100 on Skin Care, 34% of the respondents spend at around 100-500, 60% of the respondents spend at around 500-1000, 6% of the respondents spend at around 1000-5000 and none of the respondents spend more than Rs. 5000.
Q9) Have you heard about Lifestyle? Yes No The question when asked, have the respondents heard about Lifestyle: Out of 50 respondents,

When asked "Have you heard about Lifestlye"
28% Yes No 72%
Graph 15
88
LIFESTYLE
From the above graph, it is clearly seen that 72% of the respondents have heard about Lifestyle and 28% of the respondents have not about Lifestyle.
Q10) Do you know that Lifestyle has opened In MGF City Square Mall (Rajouri Garden)? Yes No The question when asked, did the respondents know that Lifestyle has opened In MGF City Square Mall (Rajouri Garden): Out of 50 respondents,

89
LIFESTYLE
When asked Do you know that Lifestyle has opened In MGF City Square Mall (Rajouri Garden)
40% Yes No 60%
Graph 16 From the above graph, it is clearly seen that 60% of the respondents knew that Lifestyle has opened up in MGF City Square Mall (Rajouri Garden) and 40% of the respondents did not know that Lifestyle has opened In MGF City Square Mall (Rajouri Garden).
FINDINGS AND INTERPRETATIONS Of the Store: Half of the respondents i.e. 45% Purchase Lifestyle products Occasionally, 40% Monthly, 10% Yearly and the minor 5% purchase Weekly.
90
LIFESTYLE
Half of the respondents i.e. 53% purchase Lifestyle products from Retail Stores, 23.5% buy it from Local Market, 17.5% buy it from Individual stores and the remaining 6% purchase it elsewhere. 30% of the respondents prefer Fashion Accessories, 22% preferred Cosmetics, 12% Jewellery, 10% Watches, 14% respondents preferred Fragrances, 6% preferred Sun Glasses, 6% preferred Skin Care. 99.5% of the respondents like the Lifestyle products of Lifestyle and 0.5% of the respondents dont like the Lifestyle products of Lifestyle. 24% of the respondents ranked Jewellery Excellent in Lifestyle, 48% respondents ranked Very Good, 25% respondents ranked Good, 3% respondents ranked Fair and none of the respondents ranked it Poor. 35.5% of the respondents ranked Cosmetics Excellent in Lifestyle, 45% respondents ranked Very Good, 19% respondents ranked Good, 0.5% respondents ranked Fair and none of the respondents ranked it Poor. 31.5% of the respondents ranked Watches Excellent in Lifestyle, 46% respondents ranked Very Good, 19% respondents ranked Good, 3.5% respondents ranked Fair and none of the respondents ranked it Poor. 37.5% of the respondents ranked Fragrances Excellent in Lifestyle, 46% respondents ranked Very Good, 16.5% respondents ranked Good, 0% respondents ranked Fair and none of the respondents ranked it Poor. 28% of the respondents ranked Sun Glasses Excellent in Lifestyle, 41% respondents ranked Very Good, 25% respondents ranked Good, 6% respondents ranked Fair and none of the respondents ranked it Poor. 42.5% of the respondents ranked Fashion Accessories Excellent in Lifestyle, 35.5% respondents ranked Very Good, 18% respondents ranked Good, 3.5% respondents ranked Fair and 0.5% of the respondents ranked it Poor. 36% of the respondents ranked Skin Care Excellent in Lifestyle, 41% respondents ranked Very Good, 18% respondents ranked Good, 5% respondents ranked Fair and none of the respondents ranked it Poor.
91
LIFESTYLE
97% of the respondents are satisfied with the different brands available and 3% of the respondents are not satisfied with the different brands available. 2% of the respondents spend less than Rs.100 on Jewellery, 5% of the respondents spend at around 100-500, 23% of the respondents spend at around 500-1000, 32% of the respondents spend at around 1000-5000 and 38% of the respondents spend more than Rs. 5000. 4% of the respondents spend less than Rs.100 on Cosmetics, 29% of the respondents spend at around 100-500, 44% of the respondents spend at around 500-1000, 22% of the respondents spend at around 1000-5000 and 1% of the respondents spend more than Rs. 5000. 2% of the respondents spend less than Rs.100 on Watches, 21% of the respondents spend at around 100-500, 34% of the respondents spend at around 500-1000, 40% of the respondents spend at around 1000-5000 and 3% of the respondents spend more than Rs. 5000. 2% of the respondents spend less than Rs.100 on Fragrances, 28% of the respondents spend at around 100-500, 27% of the respondents spend at around 500-1000, 41% of the respondents spend at around 1000-5000 and 2% of the respondents spend more than Rs. 5000. 3% of the respondents spend less than Rs.100 on Sun Glasses, 33% of the respondents spend at around 100-500, 34% of the respondents spend at around 500-1000, 29% of the respondents spend at around 1000-5000 and 1% of the respondents spend more than Rs. 5000. 9% of the respondents spend less than Rs.100 on Fashion Accessories, 49% of the respondents spend at around 100-500, 33% of the respondents spend at around 500-1000, 9% of the respondents spend at around 10005000 and none of the respondents spend more than Rs. 5000. 6% of the respondents spend less than Rs.100 on Skin Care, 41% of the respondents spend at around 100-500, 36% of the respondents spend at around 500-1000, 17% of the respondents spend at around 1000-5000 and none of the respondents spend more than Rs. 5000. 92
LIFESTYLE
55.5% of the respondents consider Variety to be Extremely Important, 41.5% of the respondents consider Very Important, 3% consider Somewhat Important, 0% consider Not very Important and none of the respondents consider Not at all Important. 50.5% of the respondents consider Brand to be Extremely Important, 23% of the respondents consider Very Important, 12.5% consider Somewhat Important, 8% consider Not very Important and 6% of the respondents consider Not at all Important. 34% of the respondents consider Price to be Extremely Important, 35.5% of the respondents consider Very Important, 23% consider Somewhat Important, 5.5% consider Not very Important and 2% of the respondents consider Not at all Important. 58.5% of the respondents consider Quality to be Extremely Important, 35.5% of the respondents consider Very Important, 5.5% consider Somewhat Important, 0.5% consider Not very Important and 2% of the respondents consider Not at all Important. 54.5% of the respondents consider Style to be Extremely Important, 35.5% of the respondents consider Very Important, 9.5% consider Somewhat Important, 0.5% consider Not very Important and 2% of the respondents consider Not at all Important. consumers want Varieties (weightage 5.79) to be there and which influence the most to enter into the Lifestyle section. Secondly, they want that Brands (weightage 5.32) should be available, followed by Visual Appeal and Promotions (weightage 4.68 each). Respondents also do want Discount (weightage 4.27) and the least influencial factors are Customer Service (weightage 4.05), Ambience (weightage 3.70) and Display of Merchandise (weightage 3.47). consumers mostly prefer Fragrances (weightage 4.49). Secondly, they prefer Cosmetics (weightage 4.44), followed by Fashion Accessories (weightage 4.27). And then their preference goes for Jewellery
93
LIFESTYLE
(weightage 3.98) and the least preferred products are Watches (weightage 3.93), Skin Care (weightage 3.56) and Sun Glasses (weightage 3.33). 39% of the respondents like Earrings, 12% like Bracelets, 13% like Necklaces, 3% like Hair Bands, 6% like Baby Pins, 15% like Mens Accessories, 4% like Hair Brushes and the remaining 3% respondents like Bindis. 68% of the respondents dont want to add something else in the Fashion Accessories section and the remaining 32% of the respondents want to add Finger rings, toe rings, varieties of clip ons, leather bands, mens earrings, nose pins etc to the Fashion Accessories section. 56% of the respondents said that the pricing of Fashion Accessories is Reasonable, 13.5% respondents said that its Expensive, 22.5% of the respondents said that its Value for money and 3% said that its Cheap. The most common advertising media is Word of Mouth which is contributing to 32%, Hoardings contribute to 24%, Magazines and Newspapers contribute to 13%, Television contribute to 14%, and 4% of the respondents came to know about Lifestyle through other medias like Radio. 69.5% of the respondents said that they Will Buy, 13.5% of the respondents said that they will Probably Buy, 14.5% respondents said that they Might Buy and the remaining 2.5% of respondents said that they will not buy. Of the market: 100% of the respondents purchase the Lifestyle products. 18% of the respondents prefer Fashion Accessories, 26% preferred Cosmetics, 10% Jewellery, 20% Watches, 16% respondents preferred Fragrances, 4% preferred Sun Glasses, 6% preferred Skin Care. 10% of the respondents usually bought watches from Vishal Mega Mart, 12% respondents bought from Salasar, 4% respondents from Gokul Mega Mart, 22% respondents from Samay, 16% respondents from Amarsons
94
LIFESTYLE
Watch Co., 10% respondents from Local Retailers and 26% of the respondents bought from Others. 29% of the respondents usually bought Fragrances & Sunglasses from Vishal Mega Mart, 19% respondents bought from Salasar, 6% respondents from Gokul Mega Mart, 21% respondents from Local Retailers and 25% of the respondents bought from Others. 11% of the respondents usually bought Fashion Accessories from Vishal Mega Mart, 9% respondents bought from Salasar, 2% respondents from Gokul Mega Mart, 9% respondents bought from Catmos, 6% respondents bought from Mynah, 11% respondents bought from Impulse, 23% respondents from Local Retailers and 29% of the respondents bought from Others. 13% of the respondents usually bought Fashion Accessories from Vishal Mega Mart, 6% respondents bought from Salasar, 4% respondents from Gokul Mega Mart, 27% respondents bought from Lifespring (Dr. Morepens), 4% respondents bought from Lips n Lines, 8% respondents bought from Attraction, 15% respondents from Local Retailers and 23% of the respondents bought from Others. 7% of the respondents usually bought Jewellery from Om Jewellery, 7% respondents bought from R.K. Jewellery, 2% respondents from Nischal Jewellery, 26% respondents bought from Tanishque Jewellery, 5% respondents bought from Lalsons Jewellery, 5% respondents bought from Standard Jewellery, 0% respondents from ML & Sons and 48% of the respondents bought from Others. None of the respondents spend less than Rs.100 on Jewellery, 2% of the respondents spend at around 100-500, 2% of the respondents spend at around 500-1000, 22% of the respondents spend at around 1000-5000 and 74% of the respondents spend more than Rs. 5000. None of the respondents spend less than Rs.100 on Cosmetics, 2% of the respondents spend at around 100-500, 60% of the respondents spend at
95
LIFESTYLE
around 500-1000, 20% of the respondents spend at around 1000-5000 and none of the respondents spend more than Rs. 5000. None of the respondents spend less than Rs.100 on Watches, 20% of the respondents spend at around 100-500, 28% of the respondents spend at around 500-1000, 50% of the respondents spend at around 1000-5000 and 2% of the respondents spend more than Rs. 5000. 2% of the respondents spend less than Rs.100 on Fragrances, 21% of the respondents spend at around 100-500, 32% of the respondents spend at around 500-1000, 45% of the respondents spend at around 1000-5000 and none of the respondents spend more than Rs. 5000. 2% of the respondents spend less than Rs.100 on Sun Glasses, 29% of the respondents spend at around 100-500, 42% of the respondents spend at around 500-1000, 27% of the respondents spend at around 1000-5000 and none of the respondents spend more than Rs. 5000. 7% of the respondents spend less than Rs.100 on Fashion Accessories, 64% of the respondents spend at around 100-500, 25% of the respondents spend at around 500-1000, 2% of the respondents spend at around 10005000 and 2% of the respondents spend more than Rs. 5000. none of the respondents spend less than Rs.100 on Skin Care, 34% of the respondents spend at around 100-500, 60% of the respondents spend at around 500-1000, 6% of the respondents spend at around 1000-5000 and none of the respondents spend more than Rs. 5000. 72% of the respondents have heard about Lifestyle and 28% of the respondents have not about Lifestyle. 60% of the respondents knew that Lifestyle has opened up in MGF City Square Mall (Rajouri Garden) and 40% of the respondents did not know that Lifestyle has opened In MGF City Square Mall (Rajouri Garden).
96
LIFESTYLE
SUGGESTIONS and RECCOMENDATIONS

Mid-segment brands like Ayur, Maxima, Elle 18, etc. should be kept in a mid profile area like Rajouri Garden. Should keep varieties in artificial Jewellery Should keep varieties in Fashion Accessories Segment like: Non-Branded Fashionable Watches, Mens Leather Bands, Nose Pins, Clip Ons, and Gift Sets etc. Width of Teen Gifts Section should be expanded. More advertisement of the store should be there. The brands whose visibility is hidden behind the pillar should be brought to light. The Jewellery counters should be moved behind a bit to generate enough moving space Jewellery section. There should be proper advertisement done at least in the metro stations as it will attract a large number of customers. Introduce an Automatic Vending Machine for Tea/Coffee. Should sponsor college events as its main target is youth. Should provide with Calendars in New Year. Should Offer discounts in combinations. For e.g. Buy one Perfume and get 15% discount on the other. Electronics Gizmos and Gadgets can be added to the Lifestyle section. Proper launching of new products should be done.
97
LIFESTYLE
BIBLIOGRAPHY
www.halo3.co.in/retailer_list.htm www.sebi.gov.in www.megamalls.in www.realestate.indiatimes.com www.lifestylestores.com www.indbazaar.com www.indiainfoline.com http://news.webindia123.com/news/showdetails Philip Kotlar- Marketing Management Retail Images
98

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LIFESTYLE

LIFESTYLE (RAJOURI GARDEN)

[Source:12th December,2007,Lifestyle Stores,www.lifestylestores .com/pages/store_locator.htm]

Price Range Rs.795-7200 Rs.500-15000 Rs.250-4500 Rs.1400-17000

Price Range Rs.595-12995

Price Range Rs.95-495

Price Range Rs.1300-50000 Rs.2300-45000 Rs.4000-50000 Rs.1400-5000

Price Range Rs.2500-36000+ Rs.3000-30000+ Rs.3000-30000+ Rs.1800-3000+ Rs.2600-5000+ Rs.22000-100000+ Rs.14000-26000+

Price Range Rs.2750-34000+ Rs.4250-34000+ Rs.4950-36000+ Rs.1950 - 4250 Rs.9950-18950+ Rs.10950-31950+

Price Range Perfumes Rs.650-5500 Deodrants-Rs.650-990

c) M.K.P Distributors, Mumbai.

d) Harmony Distributors Pvt.Ltd.

Price Range Rs.110-180 Rs.75&135 Rs.125-295 Rs.195 13

Rs.110-180 Rs.400 Rs.155

Rs.30-70 Rs.180-520 Rs.150-280 Rs.150-700 Rs.135 Rs.135 Rs.135 Rs.95 Rs.180

[Source:28 December,2007,Lifestyle Stores,www.megamalls.in/index.php]

[Source:28 December,2007,Lifestyle Stores,www.megamalls.in/index.php]

MARKET SHARE OF THE VARIOUS PRODUCTS

The Organized retail in 2004 was Rs. 280 billion

Organized Retail in 2004- Rs.280 billion

Britney Spears Nina Ricci

Location of Rajouri Garden in West Delhi:

[Source:3rd Jan,2008,Lifestyle Stores,www.realestate.indiatimes.com/articles]

Government approval of FDI in retail. 23

Non probability Sampling Techniques

Probability Sampling Techniques

Snow ball Sampling

Analysis of the 200 Questionnaires of the Store

When asked "Where do you usually buy Lifestyle products from"

35 Ind. Str Retail Str

When asked "Which category do you prefer to buy in Lifestyle"

71 Jewellery Cosmetics Watches

Fragrances SunGlasses Fashion Acc SkinCare

199 (99.5%) respondents said Yes 1 (0.5%) respondents said No.

Out of 198 respondents,

When asked "how would you rate Jewellery in Lifestyle"

90 38 Very Good 1 Fair 0 Poor

63 (31.5%) respondents said Excellent

When asked" How would you rate watches in Lifestyle"

75 (37.5%) respondents said Excellent

When asked"How would you rate Fragrances in LIfestyle"

Fragrances Excellent Fragrances Very Good

Fragrances Good Fragrances Fair Fragrances Poor

56 (28%) respondents said Excellent

Excel Good lent

When asked How would you rate Sun Glasses in Lifestyle"

Sun Glasses Poor

Excell ent Good Very

85 (42.5%) respondents said Excellent

When asked"How would you rate Fashion Accessories in LIfestyle"

Fashion Accessories Excellent

Fashion Accessories Very Good Fashion Accessories Good

Fashion Accessories Fair Fashion Accessories Poor

9 (5%) respondents said Fair 0 (0%) respondents said Poor.

194 (97%) respondents said Yes 06 (3%) respondents said No.

70 (38%) respondents said >5000

5% 23% <100 100-500 500-1000 1000-5000 >5000 32%

1 (1%) respondents said >5000

1% 4% 29% <100 100-500 500-1000 1000-5000 >5000 44%

The findings are summarized in Graph 15

When asked "How much do you generally spend on Watches"

<100 100-500 500-1000 1000-5000 >5000

The findings are summarized in Graph 16: