Wills Lifestyle

ITC's Lifestyle Retailing

Over the last five years, ITC's Lifestyle Retailing Business Division has established a nationwide retailing presence

through its Wills Lifestyle chain

of exclusive specialty stores.

Contd.
Beginning with its initial offering of Wills Sport relaxed wear, it has expanded its basket of offerings with Wills Classic formal wear, Wills Clublife evening wear and a tempting range of Designer accessories. With a distinctive presence across segments at the premium end, ITC has also established John Playersas a brand that offers a complete fashion wardrobe to the youth segment.

Strategies
With its brands, ITC aspires to build a dominant presence in the apparel market through a robust portfolio of offerings. Wills Lifestyle has been established as a chain of exclusive specialty stores providing the consumer a truly 'International Shopping Experience' through world-class ambience, customer facilitation and clearly differentiated product presentation.

Contd.
To enhance product availability through expansion of Wills Lifestylechain of exclusive stores in high potential catchment malls. The brand is now available in over 150 locations through exclusive brand outlets(EBOs) and shop-in-shops.

Strengths Rise In Disposable Income Shopping convenience Increase in number of earning people Changing consumer habits and lifestyles

Weakness Lack of industry status for retail Limited consumer insight Inadequate human resources Taxation Structure Lack of adequate utilities

SWOT
Opportunities Locational advantage Wholesale trading E-retailing Rural retail
Threats Inflation Lack of differentiation among the malls that are coming Poor inventory turns and stock availability.

Achievements And Awards

2001 :The Most Admired Exclusive Brand Retail Chain of the Year- Wills lifestyle. 2002 : Most Admired Women's Wear Brand of the Year Wills sports. 2003: Most Admired Exclusive Brand Retail Chain of the Year-Wills Lifestyle. 2004: Rising Star Brand of the Year - John Players

Study Of Consumer Behaviour In Wills Lifestyle

OBJECTIVES OF THE STUDY

To study the shopping behavior the consumer from specialty shop. Customers attitude and perception towards Wills Lifestyle store. Customers expectation and satisfaction levels. To offer suggestion based on the findings.

NEED FOR THE STUDY

Basic purpose of this study is to analyse the consumer behaviour towards readymade garments with special reference to WILLS LIFESTYLE.

SCOPE OF THE STUDY

This study is based on a survey conducted in tricity. It covers information gathered from the present and future potential customers of Wills Lifestyle.

Interpretation And Analysis

THE AGE OF THE RESPONDENTS

no.of respondents
45 40 35

30
25 20 15 no.of respondents

10
5 0

below 20-30 30-40 40 and 20 yrs yrs yrs above yrs

ANALYSIS The above table analysis the age of the respondents at Wills Lifestyle. 40% of the respondents are between the age of 20-30 years. 25% are teenagers 20% fall in 30-40 years bracket . 15% of the respondents are 40 years and above.

SHOWING THE GENDER OF THE RESPONDENTS

no of respondents

42
58 female male

ANALYSIS It is seen that 42% of the respondents are males and 58% are females. It is inferred that the survey group was not distributed evenly on the bases of gender and there were more females as compared to males.

Showing The Occupation Of The Respondents

no of respondents
40 35 30 25 20 15 10 no of respondents

5
0

ANALYSIS 35% of the respondents are students followed by 28% are others, 22% are businessman and 15% are professionals being the least. It is inferred that the respondents are not evenly distributed on the basis of occupation and a high percentage of the respondents are students

showing The Monthly Income Analysis Of A Family

no of respondents
45 40 35

30
25 20 15 10 no of respondents

5
0

ANALYSIS 42% of the respondents have a family monthly income between 25000-50000, 30% fall in 5000075000 bracket, 18% above 75000 and 10% of the respondents below 25000 Respondents are not evenly distributed on the basis of monthly family income and a high percentage of the respondents have a family income between 2500050000

Showing The Percentage Of Shopping By The Respondents

no of respondents

ANALYSIS
40% of the respondents prefer to shop from malls which is the majority followed by 24% from exclusive showrooms, 16% from discount stores, 12% from exhibitions and the least being the retail stores which is 8%. INFERENCE Thus it can be inferred that majority of the respondents prefer purchasing from varied stores and very few of them are loyal to the specific shop.

Retail stores 16 12

8
24

exclusive showrooms malls exhibitions

40 discount stores

Showing The Buying Behaviour Of The Respondents

no of respondents
45

40
35

30
25

20
15

10
5

no of respondents

ANALYSIS 36% of the respondents are impulsive buyers, 18% buy on special occasion, 16 during festivals, 12% according to their needs and 8% prefer buying on month ends. INFERENCE Thus it can be inferred that majority of the respondent are not time bound in their purchase and are impulsive buyers.

Showing the respondents company while shopping

ANALYSIS
45% of the respondents prefer to shop with their friends followed by 20% who prefer to shop alone, 15% with others, 12% with parents and 8% with their spouse respectively. INFERENCE Hence it can be inferred that a high percentage of the respondents prefer to shop with their friends as Wills Lifestyle being a store for trendy products encourages impulsive buying.
no of respondents

15 8 12

20

alone friends parents spouse others

45

Showing The Purchase Opinion Given To Respondents

no of respondents
50 45 40 35 30 25 20 15 10 5 0 no of respondents

ANALYSIS Friends being the majority

showing 45%,24% parents,12% take their own decision,12% from their spouse and 7% depend on others respectively. INFERENCE Thus it can be inferred that friends are the most influencing group of all the groups of people indicating this as the target market.

Showing The Customers Expectations While Shopping

no of respondents

ANALYSIS
32% of the respondents expect a high level of quality followed by 25% who expect variety, 20% price, 15% brand and 8% of the respondents looks for a favorable exchange facility. INFERENCE Thus it can be inferred that the respondents expect high level of quality while purchasing a product and hence to satisfy them ,the company should maintain high quality standards

price
15 32 variety 25 20 brand exchange facility quality

SHOWING THE FREQUENCY OF VISITS BY THE RESPONDENTS

no of respondents
45 40 35 30 25 20 15 10 5 0

no of respondents

ANALYSIS 41% of the respondents visit once in 15 days ,32% monthly,17% during special events and 10% of the respondents visit once a week. INFERENCE Thus it can be inferred that most of the respondents visit Wills lifestyle on a frequent basis of 15 days hence requiring periodly updation of the stock.

SHOWING THE COMPARISON BY THE RESPONDENTS TOWARDS THE BRANDS ACCORDING TO THEIR APPEAL
no of respondents
45 40

35
30 25 20 15 no of respondents

10
5 0

ANALYSIS 44% of the respondents prefer to buy from United colors of Benetton, 30% from others, 18% from Allen solly and 8% of the respondents prefer to buy from provogue INFERENCE Thus it can be inferred that a very high percentage of the respondents prefer to buy from united colors of Benetton to any other brand.

SHOWING THE SOURCES OF AWARENESS

no of respondents

60
40 20 0 advertisements

friends

no of

family

others

no of respondents

ANALYSIS Friends were the main source of awareness accounting to 52%.Advertisement, families and others accounted for 25%, 10% and 40% respectively. INFERENCE It can be inferred that friends were the most important source of creating awareness. Recommendation from others also played an important role in creating awareness among the respondents

RECOMMENDATIONS:
As there is very low store loyalty among the respondents, Wills Lifestyle has to create a niche for itself. As it is found that friends are the most influencing group for all the group of people, Wills Lifestyle should consider this as there target market and target this group for increasing their sales.

As Wills Lifestyle clothing and accessories is a part of ITC group it should spend more on advertisement and sponsor corporate events to create awareness Advertisement through radio and newspaper will help them to create awareness to a greater extent.

Contd.
Wills Lifestyle should try and create more awareness for its low priced products because only handful of people know about this and most of them perceive that Wills Lifestyle products are high priced.

Though few people are not satisfied with the current location for various reasons, Wills Lifestyle should try and open few more branches in some of the main area away from current location.
Wills Lifestyle should give more discounts and offers particularly during local festival or main festivals and should create awareness for the same through newspaper or radio or by putting hoardings at main places.

Contd.
Respondents feel that Wills Lifestyle has limited sets of design. They suggest Wills Lifestyle should introduce few more sets of design and create awareness for the same through window display. Respondents prefer Wills Lifestyle products in other shopping malls. For the same they suggest Wills Lifestyle to keep their products in big shopping malls because there is a large percentage of respondents who shop only in big shopping malls and not in any exclusive store. So availability of products at different places will increase the sale and create new customers.