EXECUTIVE SUMMARY

This research study explains the changes occurred in consumer behavior of India. The purpose of this research study was to find out the factors that are affecting the consumer behavior and what strategies can be formed to adopt those changes and achieve the long term growth and success with respect to Marks & Spencers. The synthesis of this research study was based on the secondary data sources as well as the observation of buying behavior of consumers. The study was conducted with the help of questionnaire which was filled by various respondents. The sample size was 100 out of which 80 responded to the questionnaire and gave a positive view towards the quality of goods provided by Marks and Spencers while some said that the products were satisfactory as only few said that the products offered by Marks and Spencers were not upto their expectations. Many respondents were happy with the price variation and the price range offered by Marks and Spencers and some respondents knew about the 5 year eco plan which was launched by Marks and Spencers and were happy about the initiative taken by Marks and spencers Marks & Spencer Reliance India Pvt. Ltd is a Joint Venture between Marks & Spencer plc and Reliance Retail, part of the Reliance Industries Group. The Joint Venture was formed in April 2008 with the goal of establishing Marks & Spencer as a major retail brand in India. Marks & Spencer has a 51% interest in Marks and Spencer Reliance India Pvt. Ltd and Reliance Retail taking the remaining 49%. Marks & Spencer Reliance India Pvt. Ltd has the right to operate Marks & Spencer stores in India, selling items such as women's, men's and children's clothing as well as homeware. Marks & Spencer Reliance India operates 20 stores in India including the new stores at DLF Promenade and Terminal 3, Indira Gandhi International Airport, Delhi.

INTRODUCTION

India today is fast becoming a new world of modern luxury. The country now teems with luxurious international brands, spurring the ascent of an Indian luxury market. One does not need to travel abroad to shop for luxury. Luxury goods and services sit aplenty right at home. Indians, however, have to realize such, be informed where to avail of them, and be convinced of the convenience and ease of access to these luxury goods and services. In the same vein, foreigners can also visit India to shop for same luxury. India can very well be placed on the global luxury-shopping map. There is, therefore, a huge opportunity to pump prime the luxury market field in India. If we look into the past, no one could imagine that a luxury market would exist in India. But over the years with the change in the demographics of the Indian consumer and with higher disposable income available, the luxury market in India has indeed emerged as one of the fastest growing markets in the retail segment. Through this report I have tried to give an estimate of the luxury retail market in India with respect to M&S, how much it has penetrated and also how much it is likely to grow. Also I have tried to specify various factors that are crucial for the success of luxury brands in India. While doing out research on this project I have come across many new findings. The role the Indian

market plays in the global scenario and the position of India vis--vis other countries. Also I understood about the duties and legal requirements for this segment. I have tried my level best to cover all the aspects in regard to my research.

ABOUT MARKS & SPENCER

Marks & Spencer is one of the UKs leading retailers, with over 21 million people visiting its stores each week. It offers stylish, high quality, great value clothing and home products, as well as outstanding quality foods, responsibly sourced from around 2,000 suppliers globally. It employs over 75,000 people in the UK and abroad, and has over 600 UK stores, plus an expanding international business. It is the number one provider of womens wear and lingerie in the UK, and is rapidly growing its market share in menswear, kids wear and home, due in part to its growing online business. Overall, its clothing and home ware sales account for 49% of its business. The other 51% of its business is in food, where it sells everything from fresh produce and groceries, to partly-prepared meals and ready meals. Now more than ever, it is known for its green credentials as a result of its five-year eco plan, Plan A, which will see it, amongst other things, become carbon neutral and send no waste to landfill by 2012.

Mission Statement Former times and still: Good Quality for the Penny Vision: To be the standard against which others are measured Mission: To make aspirational quality accessible to all Values: Quality value, service, innovation and trust

Target market. Marks & Spencer operates in the following segments: clothing; food; furniture and financial services. Products and services. Clothing: Marks & Spencer offers the following product range: womens wear; lingerie; menswear; childrens wear and footwear. Food: M&S has a range of fresh foods; ready meals, special-occasion foods and wine. Home: they sell designer furniture and have recently launched their first accessories/furniture store, Lifestore, successfully. Financial: they launched the &more card which is both a credit card and a loyalty card. Online services: through M&S, you can also order and send flowers via the internet.

International Stores: M&S has over 300 stores in over 40 territories. Going forward it plans to expand its international business through both franchised operations and partnerships in some of the worlds most dynamic emerging economies like India & China.

HOW M&S ENSURES SUSTAINABLE BUSINESS? M&S have a well defined strategy of ensuring sustainable business by focusing unrelentlessly on the Priorities For Retailers in terms of Product , Service & Delivery.

Priorities for Retailers

Product

Service

Delivery

Product

Competitive Price

Appropriate Quality

Reason to Buy

Service

Appropriate Minimum Communication Fuss Make it Easy

Delivery

On Time Consistent

Lead times

The Result?

Max Money in the Tills Minimum Risk Happy Customers who will come back and buy MORE

Technology Development Procurement

M A R G I N

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BCG MATRIX OF MARKS & SPENCER

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Marks & Spencer: How Resources and Capabilities Lead to Advantages

Resource
Competitive Advantages in Great Britain Tangible

Ownership (vs. leasing) 1% of revenues allocated of property

to occupancy costs (versus 3% to 9% industry average)

Brand reputation
Intangible

Customer recognition with minimal advertising No promotional sales Lower labor turnover 8.7% labor costs versus 10%-20% industry average Lower costs and higher quality of goods sold

Employee loyalty

Supplier chain
Capabilities

Managerial judgment

Fewer layers of hierarchy

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MARKS & SPENCER COMPANY OVERVIEW

Marks & Spencer is one of the UKs leading retailers. M&S sells high quality, great value clothing and home products as well as outstanding quality food. Around 21 million customers visit our stores each week and we have 78,000 employees across the UK and 43 territories globally. Marks & Spencer was founded over 127 years ago and currently has over 700 UK stores and over 380 wholly-owned, partly-owned and franchise stores in 43 territories across Europe, the Middle East and Asia.

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MARKS & SPENCER INDIA

Marks & Spencer opened its first store in India in 2001 and in April 2008 got into a JV with Reliance retail to form Marks & Spencer Reliance India Pvt Ltd. M&S currently has 25 stores located in Delhi, Gurgaon, Noida, Amritsar, Mumbai, Pune, Kolkata, Bangalore, Chennai and Hyderabad. Marks & Spencer has majority share in the Joint Venture with a 51% share, Reliance Retail has a 49% share. The Joint Venture has exclusive rights to operate Marks & Spencer stores in India, selling womens wear, menswear, kids wear and beauty. Amritsar

Celebration Mall

Bangalore

Phoenix Market City Mall Garuda Mall Mantri Square Mall

Chennai

Express Avenue Mall

Delhi / NCR Delhi

- Ansal Plaza - DLF Place Saket - West Gate Mall, Rajouri Garden - DLF Promenade, Vasant Kunj - T3, IGI Airport - South Extension-II , New Delhi - PVR Plaza, Connaught Place

Gurgaon

Ambience Mall -MGF Metropolitan Mall DLF Galleria

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Noida

Great India Place

Hyderabad

Inorbit Mall

Kolkata

South City Mall

Mumbai

Phoenix Mill Compound Inorbit Mall R City Mall

Pune

Magnum Mall Pacific Mall Phoenix Market City Mall Amanora Town Centre

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Plan A in India Plan A is Marks & Spencers eco and ethical programme which aims to make M&S the worlds most sustainable major retailer by 2015. Launched in 2007 and extended in March 2010, it takes a holistic approach to sustainability focusing on involving customers, involving all areas of the business and tackling issues such as climate change, waste, raw materials, health and being a fair partner. Were doing this because its what you want us to do. Its also the right thing to do. Were calling it Plan A because we believe its now the only way to do business. There is no Plan B. In line with Plan A, in India we are: Reducing our consumption of paper, water, electricity in our offices, stores and warehouses; Supporting and facilitating annual fundraising activities in our stores to help local charities; Continuing to help disadvantaged groups like the disabled and homeless to get jobs via work placement in our stores, offices and suppliers factories; Working with our suppliers to understand how we can improve the efficiency of their deliveries to our distribution centres; Use eco friendly materials where possible in-store and in our offices.

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FASHION INDUSTRY
Fashion industry is something that is growing at a very fast rate. Fashion industry in emerging markets like India is very competitive with different players like Lakme, future group, Aditya Birla group etc. Foreign fashion brands are also entering in India like Gucci, Armani and Zora etc. Fashion gives two options. Either choose to love it or hate it. But one cannot neglect it. No one can deny that people treat better when someone is well dressed. It shouldn't happen but it does. Hence, it is important to weigh the way a person looks and the way others want to see him/her. When it comes to fashion, there are lots of different things which come in our mind. Like the latest fashion trends, colours & style. To be in sync with fashion, one should have the proper knowledge of the intricacies of fashion as Fashion Is Ever-changing. 1) Valerie Steele, the Museum at the Fashion Institute of Technology.

The article talks about the fashion theory Fashion Theory takes as its starting point a definition of fashion as the cultural construction of the embodied identity. The importance of studying the body as a site for the deployment of discourses has been well established in a number of disciplines. It says that the fashion is not only about the apparels and accessories but also the body fashioning like piercing and tattooing. 2) Kennedy, Caroline. Transforming fashion: Gifts & Decorative Accessories;

Dec2007, Vol. 108 Issue 12, p62-72, 5p The article offers tips on how to mix-and-match fashion accessories that will help women maximize their fashion budget without compromising their style. Reversible elements, like jewellery and handbags, can change an accessory piece, which offers two looks for the price of one. Purses with covers can be switched according to mood, whereas ensemble jewellery with removable gems can complement various outfits. Coordination in apparel, accessories and jewellery can let women have fun with their wardrobe. 3) No Author; The world beckons, but the biggest market for Indian designers is at

home. The Economic Times Apr 3rd 2008 . India's fledgling designer-fashion industry is stepping out into the international market. India boasts only a handful of designers that sell well overseas. It is India's potential as a source of future design stars that attracts the foreigners. In Mumbai Albert Morris, a consultant for Browns
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in London, said he was looking for that polished diamond able to combine Western cuts with India's talent for embellishmentand its famously fine textiles. But foreign buyers complained that although the fabrics were gorgeous, the cuts were often poor, and it was difficult to spot a single trend amid the riot of styles, even within one show. Many Indian designers also lack the organisational skills and infrastructure needed to handle large orders. Although many emerging designers have their sights on the global stage, their biggest and fastest-growing market by far is at home. Some 85% of sales at Delhi fashion week were to Indian buyers, who like more traditional sub continental styles. This presents a quandary for Indian designers and their financial backers. 4) Gemperli, Natalia. "Fashion World Mapper: Your City on the Trend Radar".

Master Thesis, University of the Arts Zurich. June, 2010. The aim of the article is to define what a fashion city is, what are the factors and driving forces that characterises these cities and to show how the fashion industry boosts the local economy. he design, is a visualization of the dynamics of a fashion city, emphasising its most important characteristics and showing visually the results and consequences of boosting certain important factors/driving forces in a city. a "Fashion City" has an active entertainment and cultural scene, attracting tourists and consumers not only because of fashion per se, but also because of its leisure variety. A Fashion City should be an object of inspiration for the professionals that are based there, with an active, vivid, strong, unique sub-culture that can inspire not only fashion professionals, but also the people in the city, turning the street style and the street culture into an essential characteristic

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5)

Wright Lee, Macala. 5 Ways Social Media Changed Fashion in 2009. 2010

January. Its safe to say that the fashion industry has adopted social media as a marketing platform to reach their customers online and reignite brand passion and customer loyalty. While fashion brands and retailers are still grappling with social media in terms of brand perception and establishing metrics to measure its marketing value, they have used Twitter, Face book, YouTube and other social communities to develop digital marketing strategies to drive online sales and retail store traffic. Fashion is an experience with very specific feelings and emotions they hope to create for the wearer. The thought of going social scares many brands because theyre not sure how to translate these feelings into online traction. 6) Dana Gers, Social Climbing: Luxury Fashion Brands Must Embrace Social

Media, Forbes, 14 oct 2009 Image is everything to luxury fashion companies. Preserving prestige is what sets brands such as Gucci and Hermes apart from Gap and H&M. But that same elitism is keeping certain luxury brands from engaging in social media, one of the most powerful forms of marketing at the moment.

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OBJECTIVE
PRIME OBJECTIVE:

To analyze the customer behavior and the Growth of Indian Luxury fashion brands and the Market with respect to Marks & Spencer.

CO-OBJECTIVES:

1. 2. 3.

To analyze the Brand Awareness among the Indian consumers. To analyze the reasons behind customers buying Luxury fashion Brands. To analyze the major international fashion brands in India.

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LITERATURE REVIEW
Consumer behavior reflects the totality of consumers decisions with respect to the acquisition, consumption and disposition of goods, services, activities and ideas by human decision making units. (Hoyer, McInnis and Pinaki Das Gupta, 2008). Consumer behaviour means more than just how a person buys tangible products such as bath soap, digital music players and automobiles. It also includes consumers use of services, activities and ideas such as going to the doctor, visiting a theme park, etc.

(Source- Hoyer, Macinnis and Pinaki Das Gupta, 2008) David M Potter (1954) presented the situation of consumers with diverse nature and ambitions. Cyndee Miller (1995) has described the 80 different natures of women as a purchaser in different capacities. Fitzerald (1994) has described the role of life style in deciding the consumer behaviour factor. The advertising age (1995) has given the reasons for developing different consumer images. Maxine Wilkie (1995) has advocated that Demographic plays a vital role for deciding the culture of consumer. Adweek's Marketing week (1994) has given the scene of vanishing culture of housewives and replacement by working wives. Howard and Sheth (1969) explained how consumers buying behaviour influenced by internal and external factors. They explained that human mind is BLACK BOX which receive stimuli. This
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stimulus creates perception in the mind of consumer which implied the kind of learning favourable or unfavourable. This will give the output in the form of acceptance or rejection. Basically this model is based on Stimulus -Response theory.

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Factors Affecting Consumer Behavior:Consumer behavior is affected by a lot of variables, ranging from personal motivations, needs, attitudes and values, personality characteristics, socio-economic and cultural background, age, sex, professional status to social influences of various kinds exerted by family, friends, colleagues and society as a whole. The combinations of these various factors produce a different impact on each one of us as manifested in our different behaviour as consumers. The various factors that affect buying behaviour of in rural India are: 1. Environment of the consumer - The environment or the surroundings, within which the consumer lives, has a very strong influence on the buyer behaviour, e.g. Electrification, water supply affects demand for durables. 2. Geographic influences - The geographic location in which the consumer is located also speaks about the thought process of the consumer. For instance, villages in South India accept technology quicker than in other parts of India. Thus, HMT sells more winding watches in the north while they sell more quartz watches down south. 3. Influence of occupation The land owners and service clan buy more of Category II and Category III durables than agricultural labourers/farmers. 4. Place of purchase - (60% prefer HAATS due to better quality, variety & price) Companies need to assess the influence of retailers on both consumers at village shops and at haats. 5. Creative use of product Example- Godrej hair dye being used as a paint to colour horns of oxen, Washing machine being used for churning lassi. The study of product end provides indicators to the company on the need for education and also for new product ideas.

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RESEARCH METHODOLOGY

Research Type: Descriptive Research has been used in this study as A descriptive study is
one in which information is collected without changing the environment (i.e., nothing is manipulated). Sometimes these are referred to as co relational or observational studies.

Type of data: Primary and secondary data was used in this study. Tools and techniques for Data Collection:
1. Primary Data: - The researcher collected primary data during the course of research period with the help of the questionnaire that was designed for the consumers of the motorcycles to collect the information that was required to carry out the research. The study was conducted through Google drive and questionnaire was mailed to the respondents. 2. Secondary Data:- Secondary data was collected from books, articles, Internet and previous research papers that had been conducted by the various researchers.

Sampling Design
A sample design is a definite plan for obtaining a sample for a given population. It refers to a techniques or procedure adopted in selecting items for the sample. Further, the technique that has been adopted for the study of the given topic was Non-probability sampling. convenient sampling and judgment sampling were used to collect the data.

Sample size: 100 respondents Sampling Unit: Respondent who were aware of Marks and Spencers Sampling Area: Delhi & NCR
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DATA ANALYSIS AND INTERPRETATION

Age Group of Respondants

AGE GROUP 10-20 20-30 30-40 40-50 Above 50

NO. OF RESPONDENTS 9 37 22 9 2

PERCENTAGE 11% 47% 28% 11% 3%

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Interpretation
The above table and diagram states that 11% of respondents come under 10-20 years of age whereas 47% of respondents come under 20-30 years, 28% respondents come under 30-40 years, 11% respondents come under 40-50 years and 3% come under above 50 Thus we can conclude from the above data that the maximum respondents are youngsters i.e. between 30-40 years of age

Q1 Is the quality of the product satisfactory to the price that you pay ?
SCALE Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied NO. OF RESPONDENTS 14 19 26 14 6 PERCENTAGE 18% 24% 33% 18% 8%

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Interpretation
The above diagram and table states that 42 % respondents were satisfied with the quality of the product for which they paid a reasonable price whereas 33 % were neutral towards thid question and the rest were dissatisfied which clearly says that the respondents were happy with the price as well as the quality of the product which they bought from Marks and Spencers.

Q2 What product category did you like the most in MARKS AND SPENCERS?

Product Category Apparels

Beauty Care

NO. OF RESPONDENTS

PERCENTAGE

22 17 22 13

28% 22% 28% 16%

Footwear Fashion accessories Home furnishing

6%

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Interpretation
The above table and diagram states that 22% respondents went to Marks and Spencers for Apparels and Footwear and only 6% went for home furnishing that means people mainly chose for latest footwears and apparels and they did not prefer marks and spencers when it was for home furnishing products

Q3 How often do you buy from MARKS AND SPENCERS?

VISITS Once in a week Once in a month Once in 3 months Once in a year

NO. OF RESPONDENTS 10 19

PERCENTAGE 13% 24%

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33%

24

30%

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Interpretation
From the above table and diagram we come to know that major share has gone only once in three months or once in a year that is 33% go once in 3 months and 30% go once in a year. That means majority of respondents are not frequent visitors of Marks and Spencers

Q4 Do you know MARKS and SPENCERS has launched 5 years EcoPlan(plan A) to reduce the impact on environment and to be sustainable business?

Launched eco plan Yes

No

NO. OF RESPONDENTS

PERCENTAGE

38 42

46% 54%

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Interpretation
From the above table and diagram we come to know that many of the respondents that is 54% of respondents did not know about the 5 year eco plan which was launched by Marks and Spencers but 46% of respondents knew about the 5 year eco plan.

Q5 Is their any MARKS and SPENCERS near to your place ?

M&s at nearby area Yes
No

NO. OF RESPONDENTS

PERCENTAGE

54 25

68% 32%

Interpretation
From the above table and diagram we come to know that 68% respondents have Marks and Spencers near to their place while 32% dont have marks and spencers near to their place.
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Q6 Which of the flowing retailers do you think is the most environmental friendly retailer?

Eco friendly Aditya Birla M&S Pantaloons Reliance Koutons

NO. OF RESPONDENTS 23 30 37 29 20

PERCENTAGE 17% 22% 27% 21% 14%

Interpretation
From the above table and diagram we come to know that 27% respondents have voted for Pantaloons retail as the most friendly retail and then comes Marks and Spencers with 22% and tin the end comes koutons retail which states that respondents feel that pantaloons retail is the most eco friendly retail with Marks and Spencers following it and koutons considered as the least eco friendly retail store.
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Q7 Have you seen advertising for Marks and Spencers products?

Advertisement Yes
No

NO. OF RESPONDENTS 33 47

PERCENTAGE 41% 59%

Interpretation
From the above table and diagram we come to know that 59% of respondents have not seen advertisements of Marks and Spencers and 41% of people have seen advertisement of Marks and Spencers from this we get to know that Marks and Spencers should increase the advertisement technique as well as should bring out new ideas so that maore people come to know about Marks and Spencers.

Q8 Does the billing system takes too much time ?

Billing system taking time Yes
No

NO. OF RESPONDENTS

PERCENTAGE

34 47

42% 58%

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Interpretation
From the above table and diagram we come to know that 58% respondents feel that the billing system in Marks and Spencers not at all take time in preparing the bill for the products which the customer has bought and values the time of the customer by providing the billing at the right time whereas 42% respondents feel that Marks and Spencers billing system take time in preparing the bill. From this we come to know that Marks and Spencers have a good an appropriate billing system which provides the bill early and values the time of the customer.

Q9 How do you rate the quality of goods in Marks and Spencers?

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Quality Rating Excellent Very good Good Satisfactory Very poor

NO. OF RESPONDENTS 15 16 25 20 3

PERCENTAGE 19% 20% 32% 25% 4%

Interpretation
From the following table and diagram we come to know that 32% people feel that the quality of goods as per the respondents were good and 25% feel that the goods were just satisfactory wereas 20% feel that the goods were very good from this we come to know that felt that the goods in marks and spencers were upto their mark and only 4% felt that the product is not upto their mark.

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Q10 Does the sales executive respond in a proper and appropriate way while you ask for a help in Marks and Spencers?
Disciplined sales executive Yes
No

NO. OF RESPONDENTS

PERCENTAGE

66 13

84% 16%

Interpretation
From the above table and diagram we come to know that 84% respondent felt that the sales executives and the supporting staffs in Marks and Spencers were very helpful to them and helped them at the time of need wereas 16% respondents felt that they did not help. From this we come to know that the sales executives at Marks and Spencers are very much helpful as well as disciplined.

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FINDINGS
1. LACK OF AWARENESS OF BRANDS AMONGST INDIAN CONSUMERS: The Indian consumers are not aware of the M&S brands available in India, Most rich people who can afford the luxury brands either live in smaller towns and cities where there is no outlet or awareness of the brands. 2. DUPLICATION AND KNOCK-OFFS: There are a lot of duplicate and knock-offs available in the Indian market. Most of these products come from China. The same branded product, which is available for 25000 Rs., is available for 1500 Rs. When it is not authentic. Though the quality of these products is not good, they appear to be the same and hence people dont mind buying them. But people in India do not believe in authenticity, if they see the name and the knock-off looks exact, they buy that item as they believe in showing off. LACK OF RETAIL SPACE: The luxury retail stores are located in posh markets or malls in selected cities, as we all know that there are only two luxury malls in India, The collection-UB City, Bangalore and the DLFEmporio Mall, New Delhi, because that is where the potential customers are most likely to come for shopping, hence the feasible space available is very less. LOW CUSTOMER TURNOVER: The number of customers who visit a luxury store is comparatively lower than a regular store. Also the luxury store outlets are located exclusively in certain areas and are sometimes not accessible by everyone, this factor also affects the customer turnover.

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CONCLUSION
From above analysis it is very clear that major respondants are happy with the products offered at marks and spencers and they are also happy with the 5 year eco plan a beautiful initiative taken by Marks and spencers towards the environment but it is also to be noted that many respondents did not have a clear idea about marks and spencers as the retail store was not near to their place. The number of customers who visit a luxury store is comparatively lower than a regular store. Also the luxury store outlets are located exclusively in certain areas and are sometimes not accessible by everyone, this factor also affects the customer turnover. The Indian consumers are not aware of the M&S brands available in India, Most rich people who can afford the luxury brands either live in smaller towns and cities where there is no outlet or awareness of the brands. While many many respondents were happy with the sales executive and the staffs which were working at marks and spencers as they helped the customers in the right way at the right time Many respondents were happy with the quality and price variation which helped them to choose the right product.

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BIBLIOGRAPHY

Gupta, Consumer Behaviour, 2008

L. Rao and I. Natrajan, Indian Market Demographic, 1994

edms.matrade.gov http://www.marksandspencerindia.com/corporate-overview/J5Is4j6a.html

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QUESTIONNAIRE

Q1. Is the quality of the product satisfactory to the price that you pay ?

Scale Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied

Q2. What product category did you like the most in Marks and Spencers? Apparels Beauty care Footwear Fashion Accessories Home furnishing

Q3. How often do you buy from Marks and Spencers? Once in a week Once in a month Once in 3 month
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 Once in a year

Q4. Do you know marks and Spencers has launched 5 years Eco-Plan(plan A) to reduce the impact on environment and to be sustainable business? Yes No

Q5. Is their any Marks and Spencers near to your place ? Yes No

Q6. Which of the flowing retailers do you think is the most environmental friendly retailer? Aditya Birla Ltd Marks and Spencers Pantaloons Reliance retail Koutons retail India ltd

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Q7. Is there any Marks and Spencers near to your place ? Yes No

Q8. Have you seen advertising for Marks and Spencers products? Yes No

Q9. Does the billing system takes too much time ? Yes No

Q10. How do you rate the quality of goods in Marks and Spencers? Excellent Very good Good Satisfactory Very poor

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