RETAIL

SHOPPER
BEHAVIOUR
CATEGORY
FASHION GARMENTS:
WOMEN’S LINGERIE
Submitted by:
Anjali Priya
Anupama Aggarwal
Ketki Kokate
Meenakshi Bharadwaj
Niharika Mondal
 TYPE: ORGANISED SECTOR
(STAND ALONE STORE)
Décor and Ambience Store Layout
• Big black logo board on the outside with the logo in bright white.
• The inside was absolutely golden.
• Yellow golden lighting to give it a high class feel.
• The displays were built with golden painted rods.
• Hangers were also golden.
• Trial room was spacious room, a wooden door, fancy creme and golden
wall paper, brown velvet curtains and cushion chair.
• Trial room was equipped with tissues for women to dab their lipsticks off
so that it doesn't rub off on the product, and deodorant because while
trying such intimate products women should maintain hygiene..

Product Placement
• Discounted products on the right and fresh items on the left.
• Light colours were placed together while dark colours elsewhere.
• Sports bras and bralettes had a separate section.
• Regular wear bras were separated from fancy wear ones.
• Only one mannequin wearing one babydoll
SHOPPER BEHAVIOUR 1
Conscious Cindy, Female, mid 30s

• Accompanied by husband who stood outside the store.

• Slightly on the heavier side, wore a blue sports jacket zipped up to her neck and black
pants and casual shoes, apple smart watch, open hair, wedding ring.
• She entered through the main entrance and headed straight for the discount section.
• She looked at everyday wear bras and not fancy ones.
• She needed support and comfort.
• She looked at the price tag often and felt the material.
• She asked a sales woman to help her find her size.
• She picked up two items and went to the changing room for approximately 7-8
minutes.
• She asked for sales woman for a different size.
• Size was not available, she was given the sister size.
• She was conscious about the bulges from the sides and asked to see a different style.
• She liked the second style but bargained for a higher discount.
• Was not given higher discount so she left the products.
• Total shopping time - 20 minutes.
SHOPPER BEHAVIOUR 2
Diva Divya, Female, early 20s
• Came alone.
• Slender, wore a crop top, denim jacket, black jeans and converse shoes. She had a sling
bag, large earrings and a rose gold watch.
• Put on loud makeup and lipstick.
• Entered through the main gate and headed towards the fancy bras section.
• She looked through dark and lacy designs. She picked up a bra and examined it very
carefully checking the hooks and material and cup.
• She took her time with each bra and thoroughly examined the whole store.
• She selected three bras and went to trial room and took around 10-12 minutes there.
• Did not call sales woman at any point for any assistance.
• She handed two bras to the sales-woman and kept one with herself and scanned the
store again.
• She again picked up 3 new bras and went for trial where she took another 15 minutes.
• Throughout the process she did not bother about the sale or the price tag she roamed
around the whole store.
• Decided on two bras in total and asked the sales lady for matching panties.
• She checked if the panties given to her were of the same design as bras and then told
her size and proceeded to purchase.
 TYPE: UNORGANISED SECTOR
Décor and Ambience Store Layout
• Incandescent fluorescent white complimenting
the store colour scheme.
• Store segregated into two parts divided by a
wall- 1st consisted of apparels and 2nd consisted
of lingerie.
• Banners of brands like Amante, Jockey on walls.
• Waiting area for men who accompany women.

Product Placement
• Organised on the basis of product category.
• Not easy to for consumer to fetch out product.

Product Range
Vast Variety of product women lingerie, along
with few local brands apparels.
SHOPPER SHOPPER
BEHAVIOUR 1 BEHAVIOUR 2

TWO FEMALE FRIENDS: MOTHER & DAUGHTER:

• Age - mid 20s, Educated, upper-
middle class
• One was the buyer, other was
influencer
• Informed purchasing, asked for
specific brands
• Conscious about comfort, shape
and style
• Familiar with the store
• No assistance required for fitting
• Digital Payment
• Time Spent- 10 mins
• Daughter – Early 20s (influencer);
Mother – mid 40s (Buyer,
Consumer)
• Mother not brand conscious- willing
to try out brands
• Daughter was selecting products for
mother
• Conscious about fabric and comfort
• Assistance required for fitting
• Cash payment
• Time Spent: 20 mins
 TYPE: ORGANISED SECTOR
(DEPARTMENTAL STORE)
Décor and Ambience Store Layout
• The lingerie section was in a corner of the store, behind
women’s apparel brands.
• There were mini mannequins for each brand.
• The store was uniformly lit.
• Sets and Basics were in boxes arranged in the aisle.
• Paired-sets and colourful pieces were displayed along the walls.

Product Placement
• Products were placed according to the brands..

Sales Assistant
• She would attend to the customer after about 2 minutes of her
entering into the section.
• They generally aren’t very intruding as they would prefer
letting the customer explore on their own.
SHOPPER BEHAVIOUR 1
Female, Age 27, Speaking in Hindi
• Wasn’t looking for any specific brand
• Was concerned with the material/ fabric,
as she kept feeling and touching every
product.
• Seeking immense help from the sales
assistant
• She carried multiple designs in her hands,
and wanted to have a look at everything
she could before entering the trial room.
• Her concerns kept switching between
price (as she kept asking for offers and
availability in sets), material and a certain
style that she had in mind. She was okay
with the idea of having to settle with
another style (bikini panty), when her
preferred style (hipster) wasn’t available,
but displayed hesitation.
• She was unsure of what waist
size would fit her and was
asking the sales assistant to
suggest a size for her. She was
making an estimate of the
undergarment size with the
knowledge that she had of her
waist size for jeans.
• It wasn’t a planned purchase,
she strolled from other
sections to this section, and
maintained a slow pace of
walking.
• Time Spent: 25 mins
• Parameters for purchase: Price,
Convenient Location, Product
Quality
SHOPPER BEHAVIOUR 2
Mother – Daughter, Age 16

• Walked over from another store with her mother.

• Mother was speaking in Gujarati with the assistant, while the girl looked
around for trendy designs.
• Her mother made certain suggestions, but the daughter rejected them, as
she carried on with her browsing.
• The daughter was aware of the trends and was enthusiastically checking the
price, brand and the design.
• Meanwhile the mother spoke with the assistant about the sizes. While the
mother suggested basic colours, the daughter looked for patterned and
coloured wear.
• She walked at a fast pace around the store and selected 2 pieces to try out
(she is choosy and has something specific in mind, is brand-conscious too).
• She didn’t seek the sales assistant’s help, apart from the discussion about
size.
 • In a retail store, which has a combination of reputed brands,
the customers are generally not specific about purchasing any
particular brand.
• What would heavily influence their purchase is certain
discount offers.
IMPLICATIONS OF

• A sales assistant helping them around with the sizes, materials

OBSERVATIONS

and locating the specific item they are looking for is really
necessary.
• The sales assistant needs to be an expert at suggesting sizes or
at least be prompt with the measurement tools. This also
implies that the store needs to be equipped with the
measurement tools.
• The store should be well stocked with all the styles as
customers get comfortable with certain styles when it comes
to intimate wears.
THANK YOU.