CONSUMER BEHAVIOR AND INSIGHTS

Submitted to Dr N. L Balasudarsun
Retail Outlet: Peter England, 186, Neeladri Rd, Karuna Nagar, Electronics City
Phase 1, Electronic City, Bengaluru, Karnataka 560100

Submitted by:
GROUP 4
Nilesh Agarwal - 21020841025
Aryan Ved - 21020841224
Ankita Kumari - 21020841003
Madhulika Srivastava - 21020841197
Vatsala Mishra - 21020841048
Jonathan Kothakapu - 21020841018
Rohan Goyal - 21020841010
Raghav Jhawar - 21020841032
Rohan Parakh - 21020841248
Swetha Sharat - 21020841042
Customers:
1. A family of 3 - husband, wife and daughter. They were shopping for the husband.
2. Two male friends. Shopping for one of them.

1. Gather information about customers' planned purchases: Do they have a list of

items to be purchased? Do they buy only those products on the list or in mind or
end up buying unplanned items as well? (Identify the difference between intention
to buy and final purchase).
(Connect with the planned purchase and unplanned purchase)

Most of the customers leaned towards planned purchases.

● Customer 1(The family of three; Husband, wife and a kid) came to the outlet to buy a
shirt for the husband from the sports section. Their intention to buy perfectly lined up
with their final purchase as they spent a significant amount of time going through the
collection and buying one. They bought what they had intended. They refrain from making
impulsive purchases and only buy what is on their shopping list. After viewing the
selection offered at the store, the consumer decides to purchase the item. They then make
the last purchase.
● Customer 2 (Two male friends) In the case of two male friends, even they knew what
they wanted to buy before coming to the store and were browsing through the collection;
however, they said they would be coming another time to the store after they had time to
think about what they wanted.

2. Do they have any specific brand in their mind, and do they buy the same? Brand vs
private label.
Customers coming into Peter England store fall into two categories.
 Customers who want to buy only from Peter England
 Customers who don't necessarily want to buy from Peter England but are brand
conscious. Therefore they might also want to explore other brand stores like Louis
Philippe, Van Heusen, Allen Solly etc.
Customers that we talked to also fell into these categories.
 Customer 1(The family of three; Husband, wife and a kid): A family of three shopping
for the husband, they prefered Peter England specifically over other brands.
 Customer 2 (Two male friends): Whereas two friends coming into the store were only
exploring, they wanted to see the collection but did not prefer Peter England over any
other brand. They were open to buying from different brands and exploring more options.

3. Identify the customers' perception of the retail store, product and brand.
Customer perception refers to consumers' thoughts, emotions, and assumptions about
your brand. It is crucial for increasing client retention, loyalty, brand recognition, and
reputation.
After talking to the customers, we realized that they consider Peter England a brand of
fashionable and cosy clothing. They have been utilizing this brand for the previous five
years. Additionally, they believe Peter England is the most valuable and comfortable
brand, and I want to express my opinions on this brand.
In their opinion, Peter England gives value to the money the customers spend and is a
good competitor of brands like Allen Solly.

4. Is the country of origin important for them?

Many customers were not aware that Peter England was an Indian Brand. Although the
brand's origin dates back to Ireland, in 1997, it was acquired by Aditya Birla Group. But
 that is not something that can be easily perceived when entering the store. Customer 2;
Two male friends were, however, aware that peter England is an Indian brand, and they
don't treat the brand any differently than any other brand that doesn't have its origin
country as India.

5. Identify involvement in purchase (Low involvement vs high involvement).

Consumers like to buy branded clothing due to the excellent quality of the clothing, and
higher-priced products also have higher engagement. Therefore, Most of the purchases
were leaned towards High-Involvement, particularly for more expensive goods. Various
apparel categories had different levels of engagement. Products like innerwear had a
limited impact. At the same time, buying formal clothes was linked to more involvement.
We noticed that both groups of customers tried multiple options, asked the store
employees multiple questions about the quality, styles and discounts available, and were
highly involved in the purchase. They spent quite some time in the store as Peter
England's clothes fall in mid-range, meaning the customers would want to make the best
out of their money.

6. How do age, gender, and lifestyle influence their purchase?

Age, gender and lifestyle highly influence a customer's purchase decision. Peter England
sells formal and casual wear for men. They also have accessories like belts, socks, bags
etc. The majority of the customers in the store were people in the age range of 25 to 45.
This is the age when men wear the most formal clothing, value quality and have higher
disposable income. The store caters to a male audience, which explains the higher number
of male customers in the store. Peter England's customers are middle and upper-middle-
class men, mostly working in corporate or business and have a sense of style. These
factors highly influence purchases in the customers we spoke to. They came looking for
clothes to wear to their office and corporate events that would make them look
fashionable.

7. How these roles (Initiator, influencer, decider, gatekeeper, buyer and user) played
a key role in their purchase?
Buying roles are the activities that people might perform in a buying decision. They are:
 Initiator: the person who first suggests or thinks of the idea of buying the particular
product or service
 Influencer: a person whose views influence other members of the buying centre in making
the final decision
 Decider: the person who ultimately determines any part of or the entire buying decision-
whether to buy, what to buy, how to buy, or where to buy;
 Buyer: the person who handles the paperwork of the actual purchase
 User: the person(s) who consumes or uses the product or service
 Gatekeeper: the person(s) who controls information, access, or both, to decision makers
and influencers.
Based on our interaction with the family, we can say that the husband was the initiator,
decider, buyer and user, as it was his idea to buy a shirt, decide on which shirt he liked,
 make the payment and will be the one using the product. His wife was involved in the
roles of influencer and partly a decider.
The friend for whom the two came to shop majorly played all these roles in the group of
friends, and the other friend was partly involved in the influencer role.

8. Are the customers willing to wait at the billing counter? Is there any impulsive
purchase while waiting to make a payment?
Billing counters play an important role in urging consumers to make impulsive purchases.
Stores often keep low-value items near the billing counter to catch the customers' eyes
while they are waiting for their turn.
The family said they didn't mind waiting at the billing counter most of the time as they
came with an agenda to shop and had no other plans for the day. They even picked up a
pack of socks while waiting at the billing counter that they had not planned. However, the
second group didn't want to wait as they were in a hurry and didn't wish to spend spare
time waiting for billing.

9. Will they come back? (Connect with repeat purchase).

A repeat purchase indicates a degree of customer loyalty to a brand. It serves as an
opportunity for marketers to establish long-term customer relationships. Factors
influencing repeat purchases are the variety of products available, quality of service, ease
of transactions, etc.
Both groups of customers were satisfied with their experience and said they'll definitely
visit the store again.
10. Are they satisfied with their overall shopping experience?
In a retail visit, customer satisfaction depends on various factors like layout services,
quality of service, availability of products and store aesthetics. Customer satisfaction
occurs when the value and customer service provided through a retailing experience meet
or exceed consumer expectations. The consumer will be dissatisfied if the value and
customer service expectations are unmet. Only very satisfied customers are likely to
remain loyal in the long run.
Based on our interaction with the two customer groups, both said they were satisfied with
the overall experience. They rated service quality very highly and were happy with the
staff interaction.