Department of Fashion Management Studies

National Institute of Fashion Technology, Kolkata

Ministry of Textiles, Govt. of India

A study on the Consumer Buying Behaviour and Patterns for lingerie in Lifestyle.

Organization where GRP has been Aindrila

AC
done: Lifestyle International Pvt.
Ltd. (Landmark Group) Chatterjee

Introduction
As a part of the MFM curriculum and in order to gain practical knowledge in the field of fashion management, we are
required to go through a rigorous process of industry internship of 16 weeks and to make a report that follows. In order
to understand the trend, need to keep a check on what the competitors are doing in the market. Thus, a competitive
mapping was carried out where stores of the competitors were visited and along other parameters, comparisons was
drawn mainly along types, options, fabric, pack size & MRP. Certain gaps were identified in the product offerings and an
assortment are proposed with projections for up to a year.

Research Objectives Research Methodology

The primary purpose of this research is
to find out the buying behaviour &
patterns of consumer for lingerie.
Results
The Research Methodology used was a combination of qualitative and
quantitative research. Qualitative research involves describing in details
specific situation using research tools like interviews and observations,
while quantitative method was used
for quantifiable data involving
numbers. The primary data was
obtained from market survey, store
visits and interaction with the buyers,
while the secondary data was
procured through company data like
merchandise allocation sheets.

From the study, it was observed that the in-house brand need to introduce more sizes and
cups options, also curvy options. They have some unique products which need to be
introduce in all the stores. Size chart should be introduced in every tags of the product so it
will be convenient for the customers to find the right product. “Bra Fit Measurement”
signages can also be installed so that the customer will be aware that before purchasing the
product they can measure their exact size. Signages of size chart of bra, panty and
shapewear can also be installed. Product description tag on every hanger can be there for
better customer information and quick purchase. Assortment of product in lingerie can be
improved as it can get like colour wise (Basic/fashion & Solid/Printed), size wise, cup wise
and type wise.

Conclusion
The conclusion made was that although
the Lifestyle is competing efficiently in the
market as a value fashion brand but to
make the buying more efficient &
profitable there is a need to study the
consumer preference and the competitors
and their product offerings. Thus,
standardization of retail area according to
the store grading helps in full utilization of
retail areas.
References
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FACTORS AFFECTING CONSUMER BUYING. ELK Asia Pacific
Journals, 11.
5. Shamout, M. D. (2016). The Impact of Promotional Tools on Consumer
Buying Behaviour in Retail Market. International Journal of Business and
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