“A STUDY ON THE BRAND PERCEPTION

TOWARDS LIFESTYLE APPAREL AMONG

CONSUMERS WITH REFERENCE TO
BANGALORE CITY”

Project report submitted in partial fulfilment of the requirements for the award
of the degree of
MASTER OF BUSINESS ADMINISTRATION

by

Name: BHARGAVA AB

Reg No: 19MBAR110

Under the guidance of

Prof,VIDYA SARATH

ASSOCIATE PROFESSOR

DEPARTMENT OF MANAGEMENT

GARDEN CITY UNIVERSITY

BANGALORE – 560049

2020-2021
DECLARATION BY THE STUDENT

I BHARGAVA AB hereby declare that the project report, entitled “A STUDY ON

THE BRAND PERCEPTION TOWARDS LIFESTYLE APPAREL AMONG
CONSUMERS WITH REFERENCE TO BANGALORE CITY”that, submitted
to Garden City University, in partial fulfilment of the requirements for the award of
the Degree of MASTER OF BUSINESS ADMINISTRATION is a record of
original and independent research work done by me during 2020-2021 under the
supervision and guidance of Mrs. Vidya Sarath Associate Professor Department
of Management and it has not formed the basis for the award of any
degree/diploma/certificate or any similar title to any candidate in any University.

Bhargava AB

Signature of the Candidate

Place: Bangalore

Date:

Register Number:19MBAR110
CERTIFICATE

This is to certify that the project work entitled is “A STUDY ON THE BRAND
PERCEPTION TOWARDS LIFESTYLE APPAREL AMONG CONSUMERS
WITH REFERENCE TO BANGALORE CITY” a bonafide work of
Mr BHARGAVA AB bearing University Register Number 19MBAR110 and is being
submitted in partial fulfilment for the award of the MASTER OF BUSINESS
ADMINISTRATION at Garden City University.

Date:

Signature of the Guide

Place: Name:

Designation:

Signature of the Head of the Department

ACKNOWLEDGEMENT

I take the opportunity to all of them who in some or other way helped me to accomplish
this challenge project.

I am extremely thankful and pay my gratitude to our Chancellor Dr. Joseph VG

And also thankful and gratitude to Vice Chancellor Dr. V.B Coutinho

My thanks and gratitude to our Registrar

I am thankful and gratitude to our Head of the Department Dr. Thomson Thomas for
his support and help.

And also,,I am thankful and gratitude to my guide prof. Vidhya Sarat..

who spared his time and gave me practical suggestion and guidance throughout this
study to complete this project successfully.
S.NO TABLE OF CONTENTS PAGE NO
1. Executive Summary 1
2. Introduction about the Industry and
Company:
1.1 Introduction
1.2 Industry Profile
1.3 Company Profile 2-26
1.4 Organization Profile
Conceptual Background and Literature
Review
3. 2.1 Background and History 27-36
2.2 Definitions
2.3 Literature Review
Research Design
3.1 Title of the Project
3.2 Problem Statement
3.3 Need of the Study
3.4 Objectives of the Study
4. 3.5 Scope of the Study 37-40
3.6 Research Methodology
3.7 Period of the study
3.8 Research Hypothesis
3.9 Limitations of the study
3.10 Chapter Scheme
5. Data Analysis and Interpretation 41-67

6. Summary of Findings, Suggestions and 68-79

Conclusions, Learning Experience
7. Annexure and Bibliography 80
EXECUTIVE SUMMARY

• A Brand is the voice and personality of the person. The person enriches certain
qualities that form and benefit in certain relationships of his own and become
companions for life. Such qualities help in illustrating his or her identity
through words, actions, habits, and manners. It is responsible for creating self-
sustaining long-term bonding and value for itself in enrichment, molding and
longevity.

• It is the confirmation for a particular standard of greatness just because and for
without fail yet not the other way around. Once a brand captures the minds of
a person, it is convinced that the person builds perception of trust, judgement
of hope and value for life. We come across many brands every day in our
lives, right from we wake up in the morning and until we go back to sleep. Do
we realize why we choose certain attributes for our lifestyle? On the business
context, almost all companies in this 21st Century focus on building stronger
brands and attaining customer ecstasy.

• This report has designed the variables of how the effect of brand perception
among consumers in their buying behavior towards the products, the responses
towards price and sensitivity, comparison of brands, awareness of product,
loyalty of the customer, the image that the consumer carry and the willingness
to pay. This report has also constructed a comprehensive literature review on
the importance of brand prefe

1
CHAPTER 1

INTRODUCTION ABOUT INDUSTRY AND COMPANY PROFILE

2
1.1 INTRODUCTION

• Every association takes up a course of action of social structure and

production of formal relationship intended to achieve wanted and aggregate
objectives, which produces designation of power and controls its own
exhibition, which has its own limit from its condition.

• Such a synchro Nome creates a Brand Value for itself in the organizational
setting having various factors evolve around the working environment when
people interact with each other in the organization.

• Branding is an essential and strategic marketing tool for companies to

brainstorm and cluster by applying various aspects in real life situation which
attempts to understand and research on the tastes and preferences of
customers, which varies from people to people, place to place and culture to
culture.

• While a market researcher pens down his instincts and desires for answers, his
manner of thinking is from the client perspective. Questions like-
1) Is the consumer Aware about it? – Brand Awareness
2) If he is aware, what does he/she think of it? – Brand Perception
3) What motivates him/her necessary to highlight the brand? – Brand
Endorsements
4) What does he/she expect to stay? – Brand Preference
5) Will he/she be loyal to it? – Brand Loyalty

3
1.2. INDUSTRY PROFILE

• The Indian retail industry is one of the firmest growing industry on the planet.
Retail industry is foreseen to scope Rs 80.87 lakh crore (US$ 1.1 trillion) by
2020. India positioned 62 in the World Bank's Doing Business 2020
distribution. India positioned 70 in the United Nations Conference on Trade
and Development's Business-to-Consumer (B2C) E-business Index 2019.

• India is the fifth driving and wanted retail goal around the world. The nation is
among the highest on the planet regarding per capita retail location openness.
India's retail part is encountering exponential development with retail
advancement in taking house in significant urban communities and metros, yet
in addition in level II and III urban areas.

• Solid business development, moving segment profile, expanding extra cash,

urbanization, changing shopper tastes and inclinations are a portion of the
viewpoints spurring progress in the sorted out retail advertise in India.

• The contemporary retail advertise in India is relied upon to develop from Rs

95,421 Crores (US$ 13.51 billion) in 2016 to Rs 1.88 lakh Crores (US$
26.67 billion) in 2019.India's populace is charming to online retail huge way.
Income produced from online retail is anticipated to arrive at Rs 4.19 lakh
crore (US$ 60 billion) by 2020.

• Organized retail entrance is anticipated to increment to 18% in 2021 from an

expected 9% in 2017. India is evaluated to turn into the world's third-biggest
customer economy by arriving at Rs 27.96 lakh crore (US$ 400 billion) in
utilization by 2025.

• Increasing commitment from remote and private players has set a lift to Indian
retail industry. India's value seriousness interests enormous retail players to
utilize it as a sourcing base. Worldwide retailers, for example, Walmart,
GAP, Tesco and JC Penney are expanding their sourcing from India and are
moving from outsider purchasing workplaces to beginning their own
completely claimed/entirely oversaw sourcing and purchasing workplaces in
India.

4
• The Government of India has introduced changes to premium Foreign Direct
Investment (FDI) in retail industry. The Government has allowed 51% FDI
in multi-brand retail and 100% FDI in single-brand retail, which is relied
upon to give a lift to simplicity of working together and make in India plans,
with systems to permit 100% FDI in E-trade.

• The GRDI (GLOBAL RETAIL DEVELEOPMENT INDEX) is yearly

distributed by London-based business consultancy A T Kearney. The study is
unique as it recognizes the markets that are most attractive in present and it
helps to identify those that offer potential. The index ranks the 30 developing
countries for retail investment worldwide and analyses 25 macroeconomic
and retail-specific variables.

• The 2017 Global Retail Development Index (GRDI) titled “The Age of
Focus” has placed India at the top position among 30 developing countries
on ease of doing business in the retail sector.

5
• The India Retail Industry is the biggest business among all the enterprises,
representing more than 10 % of the nation's GDP and around 8 % of the
work according to RETAIL INDIAN INDUSTRY DATA ANALYSIS
2019( December). The Retail Industry in India has approached as one of the
most powerful and relentless businesses with a few players in entering the
market.

1.3. COMPANY PROFILE

The LANDMARK GROUP is a multi-national conglomerate

based company founded in Dubai, UAE in the year 1973 by MICKY JAGTIANI.
The organization has successfully grown into one of the largest and best captivator in
retail and hospitality segments in Middle East, Africa and India.

"How we do our business, is as important as what we do for our business." -

Micky Jagtiani, Founder Chairman of the Landmark Group

6
The Group provides a value driven product range for the entire family through a
diverse portfolio of 57 brands constituting

• 27 Own Brands
• 30 Franchise Brands

"It is important to do what is right, not what is easy."

Renuka Jagtiani, Chairwoman of the Landmark Group.

• The Landmark Group has ventured and capitalized retail experience over 44
years with workforce over 55,000 employees. The organization has spread
over 2,200 outlets featuring about 30 million square feet retail spaces.

LANDMARK GROUP INDIA

The Landmark Group India is spread more than 88 Cities and

utilizes 25% of its bosses as Women. The post for new ability to reinforce groups
and look for experts have been a definitive objective to upgrade and grasp nature of
items and administrations.

The gathering gives a cordial, motivating, fun,

imaginative and relentless condition to exceed expectations and support abilities by
empowering, extending and refining ranges of abilities with the mean to advance
particularly. "Making extraordinary incentive for all lives we contact" is the
foundation of the organization's way of thinking. All endeavors steer towards
proceeded with conveyance of remarkable guarantee to clients through items and
administrations.

7
The group gives a functioning, skilled, persistent
administration and initiative group that comprehend its job in executing thorough
money related control, chance measurements and corporate administration. The
progressing endeavors include budgetary stewardship in key and day-by-day business
choices to guarantee precise monetary detailing and successful controls.

VISION AND MISSION

VISION OF LANDMARK GROUP

“A visionary, dynamic and hands-on leadership guides Landmark

every step of the way to explore and initiate a wealthy life towards achieving
prosperity of retail outreach in products and services”

MISSION OF LANDMARK GROUP

“At Landmark Group we promise to L.E.A.D ( Listen, Empower,

Adapt and Deliver) with integrity in everything we do. We listen to understand our
customer and our teams”

1.3.1 NATURE OF BUSINESS

The Landmark Group’s Business is broadly classified into Three Segments.

They are,

• Retail
• Hospitality
• Health Care

8
Landmark Group at Town Centre, Yemalur, Bangalore, India

BUSINESS ACTIVITY BRAND

Apparel Max, Splash, Baby shop, Iconic, Lifestyle, Centre point
Footwear ShoeMart, Shoe Express
Furniture and Fittings Home Centre , Home Box
Hospitality City Max, Oasis Malls, FoodMark, Fitness First, Fun
City, Fun Ville
Health Care iCare Clinics
Other Retails e-Max(Consumer Electronics), Sports Gear( Fitness
Gear), Candelite (Confectionery)

1.3.2. BUSINESS SUBSIDIARIES:

Landmark Retail Portfolio

LandMark Retail works a few homegrown and establishment brands, across

assorted classes. The Group's contributions have developed to be the favored decision
for customers and center brands are showcase pioneers in the area.

9
FASHION ELECTRONICS E-COMMERCE

Landmark Hospitality Portfolio

The Group has also diversified into leisure, food, wellness and hotel segment and
has strong customer loyalty for its varied offer.

10
FITNESS AND WELL HEALTH CARE HOTELS LEISURE
BEING

Landmark Healthcare Portfolio

The Landmark Group has likewise expanded into medicinal services with iCare
Clinics, which is the essential social insurance facilities for the family portion.

Landmark Loyalty Program

The Landmark Group operates two of the largest, most comprehensive loyalty
programs – Shukran in the Middle East and Landmark Rewards in India.

The district's biggest retail devotion program, Shukran is demonstration of the

Landmark Group's dedication and enthusiasm towards upgrading its associations with
clients across various brands.

LandMark Rewards is an elite client reliability program offered by the Group in

India. The program covers nine brands and has more than 15 million individuals.

11
1.4 ORGANIZATION PROFILE

• Lifestyle is an Indian fashion retailer promoted by the Landmark Group.

Lifestyle was incorporated in Chennai, India in 1999. Lifestyle
International Pvt. Ltd. is a fashion brand retail company based at Dubai
retail and hospitality conglomerate, the Landmark Group.

• The Managing Director of Lifestyle International Pvt Ltd is Mr.Vasanth

Kumar. Lifestyle International Pvt Ltd is headquartered at Bengaluru,
Karnataka. Lifestyle presently runs in twenty-six major cities across India
and has more than 71 stores. Lifestyle’s turnover was Rs.8467 Crore as of
March 2019.

• Lifestyle’s markets many national and global brands, and its product
assortment embraces beauty products, traditional and western apparels,
shoes, fashion handbags, and fashion accessories for all types of
customers.

12
• India’s Lifestyle stores is the sister concern of Dubai based Lifestyle
International Pvt Ltd, with sister brands - Max, Easy buy, Home Centre
Spar, Citymax. Lifestyle Incorporation has seen a superior evolution hike
to 26% over the past 3 years, and has secured tenth rank among Best
Companies to Work for in 2017.

• The company has seen a development of 23% in the fiscal year 2018. The
company is ambitious to accomplish 20-25% growth yearly in the ensuring
years. The company has employed multi-floor retail store system, which is
typically 2-3 floors, and offers a site of square line, permitting consumers
to view the products segments at a glimpse.

• Lifestyle’s markets various national and global brands, which books to

74% of company’s inventory, 30% of the incomes come from its home
brands and remaining 26% of in-store inventory. Home brands of lifestyle
embrace brand like Mélange, Rs.160 Crores brand with eight special stores
in India.
• Lifestyle have established stores in one-tier cities, and aims to open stores
in 2/3-tier cities. The projected cost to company for setting up each store is
around Rs. 12 Crores. In 2014, Life style placed first as Best place to
work by Work Institute and Retail Association of India.
• Lifestyle is committed to ‘putting people first’ and giving employees the
opportunity to hone their skills and grow their careers in an innovative,
collaborative and rewarding work environment. In India the mother
company of Lifestyle, Landmark Group started its E-commerce in January
2016 in domain id of Landmarkshops.in, which was replaced by 2 distinct
sites and mobile apps dedicated to Lifestyle and Max in January 2017.
• Lifestyle has 5 Concepts are Ladies Apparels, Men Apparels, Kids
Apparels, Footwear, travel and accessories. Non-concepts of the

13
Lifestyle store are, Inventory, Administration, HR, Marketing, IT,
House Keeping, Security, Visual Merchandising, Cash and Billing,
Maintenance.

• Lifestyle International Pvt. Ltd is a Functional organizational structure.

They promise to L.E.A.D with integrity in everything they do.
• LISTEN – We listen to understand
Customer comes first, Listen to each other, Collaborate across teams,
welcome ideas from everyone, and Stay on top of market trends
• EMPOWER – We empower to succeed
Act like an owner, Enable your team to act, Coach and support for success,
Play to your strength, and Challenge the norm
• ADOPT – We constantly adapt to stay ahead
Adopt to the changing customer, Think for today and tomorrow, Accept
change positively, Keep it simple to stay agile, Try new things
• DELIVER – We deliver our best always
Make the customer love Landmark, Keep your promise, Go the extra
mile, Work with passion, Celebrate success.

14
1.4.1 BOARD OF DIRECTORS
S.NO NAME DESIGNATION

1 Micky Jagtiani Founder

2 Renuka Jagtiani Promoter

Rishi Vaudev Managing Director

3 (June-2020 -
Present)
Senior Vice
4 Anand Ayair President

Vice President-
5 Srinivas Rao Operations
Marketing

Vice President-
6 Bhavin Kothari Information
Technology

Venkata President- Human

7 Ramana B Resource

Manu Jeswani
Aarti Jagtiani
Vipen Sethi Group Directors
8 Ramanathan
Hariharan
Nisha Jagtiani

1.4.2. QUALITY POLICY

Quality policy of the company is to give greater fulfillment to their customers by

providing them variety of valued products at affordable prices. The company is also
improving its performance in all spheres of its activities, which in turn improves the
quality of the company.

15
1.4.3. VISION AND MISSION STATEMENT OF LIFESTYLE

VISION STATEMENT

“Creating Exceptional Value for All Lives We Touch”

MISSION STATEMENT

“Lifestyle is a youthful brand that offers fashionable products, ease of

shopping and to deliver remarkable services”
1.4.4. PRODUCTS PROFILE

Lifestyle India Pvt Ltd, Markets men, women and kids apparel, footwear, trending
handbags, fashion accessories, cosmetics. Lifestyle India Pvt Ltd.

SL.NO Concept Categories

1. Formals, Semi formals, Fashion formals,
Casuals, Non-denim, Denims, Active wear,
Men’s wear Inner wear, Sportswear, Night wear.

2. Ladies wear Core, Ethnic, Fusion, Denim, Non-denim,

Sports, Nightwear, Lingerie.

3. Kids wear Nursing, Baby care, Toys, Books, Gifts.

4. Foot wear Sports shoes, Casual shoes, Boots, Bellies,

Sandals, and Heels.

5. Accessories Caps, Necklace, Bracelets, Earrings, Anklets,

Bags, Clips, Cosmetics, Luggage, Travelling
accessories.

16
The collaborated Brands at Lifestyle for Venture are:

Adidas Nike CODE Lakme

Forca Kappa Bossini Chromozone
BlackBerrys Park Avenue US Polo Assn. Woodland
Wills Lifestyle Fame Forever Gini&Jony Indian terrain
Jockey Louis Phillippe Levis Franco Leone
Being Human Allen Solly Biba CalvienKlien
Pepe Jeans Lee-Cooper AND Wrangler
ONLY Baggit Hush Puppies Melange
CROCS CatWalk Flying Machine Caprese
Puma Sketchers Ginger American
Tourister
Raymonds Vanheusen Peter England

1.4.5. AREA OF OPERATION

Lifestyle International Pvt. Ltd., is a Multinational Organizations having its

operations in more than 18 countries across the globe. It provides differentiated
products to its customer internationally.

• Region: Lifestyle stores are located in different regions of Karnataka such as

Bangalore, Mangalore, Mysore, Hubli etc.
• National: Lifestyle stores are located national wide. The Lifestyle India Pvt.
Ltd. Stores are spread in many states like Telangana, Andhra Pradesh, New
Delhi, Jammu and Kashmir Gujarat , Haryana , Maharashtra , Karnataka,
Uttarakhand , Kerala, Punjab, Rajasthan , Tamil Nadu , etc.,
• Globally: It is spread all over the world like Dubai, Bahrain, Hong Kong,
UAE, Kuwait, Saudi Arabia, India, Qatar, Oman, and Egypt etc.

17
• Lifestyle provides 2 fashion seasons called “Spring Summer and Autumn
Winter” having unique concepts in designing its products each and every
season.
• They provide Lifestyle Privilege and Gift Cards which allows the recipient
to choose from wide range of merchandise across Max, Splash, Baby shop
etc. stores
• Strategy Meetings called Stratagems are help every year, to plan, making
small changes that can influence the lives of employees in a big way.
• The core strategy is that “Happy employees make for a happy organization
which enables us to provide the best customer service at our stores.”

1.4.6 INFRASTRUCTURAL FACILITY

The company has well established state of art office space, which integrates various
retail outlets to head office. The head office located in Bengaluru has centralized
training and development center.

• Canteen facilities: The employees are provided with varieties of foodstuffs

in the canteens as per scheduled timings of employees. Some of the canteens
are cafeteria, kitchen bells, subway, chai point, curry chutney, California
burrito etc.;
• Rest room facilities: Facility of rest room in all the floors separately for men
and women.
• Fire extinguisher: Facility of fire exit and extinguisher in case of emergency
in all the floors.
• Store room/File Room: Storage of documents and Logistics/inventories.
• Parking facility: Underground parking facilities to park the vehicles of
employees.
• Recreation center: It consists of indoor games like carrom board, table
tennis, chess etc.

18
1.4.7 COMPETITOR’S INFORMATION

• Hennes & Mauritz (H&M): H&M is a Swedish based MNE, which is into
apparel - retail, and it is identified for its fast-fashion apparel for men,
women, teenagers and kids. H&M and its associated businesses operate in
sixty-two nations with over 5000 stores and as of 2018 employed around
160,000 employees. Hennes & Mauritz second-largest global clothing retailer.
H&M has substantial online presence in 33 countries with online shopping
facility.
• Shoppers Stop: K Raheja Corp Group is the promoter of India based fashion
retail giant Shoppers Stop. Shoppers Stop has 85 retail stores across thirty-
eight cities in India, with apparel, fashion accessories, footwear, fashion
jewelry, perfumes, beauty and health products, home furnishing and decor
products. Shoppers Stop launched an E-shopping in 2008 and launched its
exclusive mobile application in the year 2016.

• Pantaloons: Pantaloons is a readymade apparel retail giant, Aditya Birla

Group took over the company from Future Group recently. Pantaloons sells
branded apparels of both men’s and women’s wear. Pantaloons is into the
business of selling readymade cloths and allied accessories. Pantaloons have
established over 170 stores cross-nation, which includes 1 exclusive Kids
store and approximately 32 factory outlets stores across nation.

• West Side: Westside has established its stores in 82 cites accounting to 147
stores measuring 9,200-35,000 Sq. Ft of retail floor space. The company
mainly sells exclusive apparel brands across different segments like women,
menswear, kid’s wear, shoes and slippers, inner garments, beauty products,
colognes and fashion wallets and handbags, furniture and accessories. Having
its retail stores at prime locations and well-designed interiors boost the
customer’s shopping experience.

19
• Few more competitors are Zara, Endless possibilities, Forever 21, South park
mall, Greenbrier mall, Staunton mall, Bangalore Central.

1.4.8. SWOT ANALYSIS

STRENGTHS

• Amongst all the enduring famous brands, ‘Lifestyle’ has achieved to be the
regional shopping Centre that also offers wide range of products.
• ‘Lifestyle’ has extended with huge networks, encountered to large channels
and has acquired licensing and retail malls across the globe.
• Resilient marketing plan and brand promoting through media leading to
brand recognition is long lasting appearance in consumer minds.
• Company has it presence in over 20 countries across globe with more than
1500 retail outlets makes it a strong brand.
• Over 50000 employees are a part of the group.

WEAKNESS

• In spite of reputed and having attractive brand feed, it is still regulated to

urban population when compared to other global leaders.
• High employee attrition rate.
• The products by lifestyle can sometimes be costly due to innovative
technology or production method.
• Lack of Promotion and Advertisement.
• Lack of ethnic (saree) and bridal collection.

20
OPPORTUNITIES

• Lifestyle can think of diversification in the area of food and beverages retail,
as customers are attracted to splurge on this category.
• Collaboration with reasonable real-estate properties/assets could provide
extra edge in lifestyle performance.
• Expanding globally with integration might aid brand to penetrate worldwide.
• Improving marketing strategies.
• Offering products in other online retailing.

THREATS

• Foreign currency fluctuation risk is often involved.

• The company faces competition from domestic and international companies.
• Emergence of E-marketing: E-commerce is currently the biggest threat that
the company is facing.
• Another wave of competition includes stores such as Forever21 and H&M
that have entered the market recently. The brands includes wide range of
products and hence provides stiff competition to Lifestyle.
• Changing government policies.

21
1.4.9 FUTURE GROWTH AND PROSPECTS

• Lifestyle had entered India in 1999 and currently has around 75 retail outlets
across India. Landmark Group plans to launch its presence in 300 cities in the
country in the next two to three years -Lifestyle will be close to around 100
cities.

• Lifestyle had reported a turnover of Rs 5,000 crore in the 2018 fiscal year and
eyeing a turnover of Rs 5,600 Crore this fiscal year. Lifestyle, owned by
Dubai-based Landmark Group is expecting its revenue to hint Rs 7,000 Crore
($973 million) in India by 2020.

• It plans to expand its physical network in the country and boost its online
presence to achieve the above revenue target. They have calculated to open
14-16 stores this year and have already opened four. Over the next two years,
they will be adding 8-10 stores per year and by 2020, they could have 100
stores.

• They had plans of having Omni channel presence. They currently have their
own web store and plan to add more services for their online customers in the
future and digital kiosks at their stores. The contribution of sales from online
channels is currently below 2 percent. They are expecting to grow to 10
percent over the next three or four years.

22
1.4.10 FINANCIAL STATEMENTS OF LIFESTYLE INTERNATIONAL
PVT.LTD

(Values in Crores)
31.03.19 31.03.18 Absolute Percentage Change
Change
Particulars

Balance sheet

Equity and liabilities

Shareholders' funds

Share capital 21,610 14,748 6,862 47%

Reserves and surplus -14,285 -11,869 -2,416 20%

Money received against 0 0 0 0%

share warrants

Total shareholders' funds 7,325 2,879 4,446 154%

Share application money 0 0 0 0%

pending allotment

Deferred government 0 0 0 0%
grants
Minority interest 0 0 0 0%

Non-current liabilities
[Abstract]

Long-term borrowings 0 0 0 0%

23
Deferred tax 0 0 0 0%
liabilities (net)
Foreign currency 0 0 0 0%
monetary item
translation
difference
liability account
Other long-term 259 151 108 72%
liabilities
Long-term 3 90 -87 -97%
provisions
Total non-current 262 241 21 9%
liabilities
Current liabilities
[Abstract]
Short-term 0 0 0 0%
borrowings
Trade payables 1,351 1,037 314 30%

Other current 2,099 2,201 -102 -5%

liabilities
Short-term 71 67 4 6%
provisions
Total current 3,521 3,305 216 7%
liabilities
Total equity and 11,108 6,425 4,683 73%
liabilities
Assets [Abstract]

Non-current assets
[Abstract]
Fixed assets
[Abstract]
Tangible assets 987 930 57 6%

Intangible assets 613 714 -101 -14%

24
Tangible assets 0 22 -22 -100%
capital work- in
progress
Intangible assets 0 0 0 0%
under development
or work-in progress
Total fixed assets 1,600 1,666 -66 -4%

Non-current 0 0 0 0%
investments
Deferred tax assets 0 0 0 0%
(net)
Long-term loans 192 128 64 50%
and advances
Other non-current 2 2 0 0%
assets
Total non-current 1,794 1,796 -2 0%
assets
Current assets
[Abstract]
Current investments 468 503 -35 -7%

Inventories 4,436 3,469 967 28%

Trade receivables 3,039 255 2,784 1092%

Cash and bank 4 124 -120 -97%

balances
Short-term loans 1,363 278 1,085 390%
and advances
Other current assets 4 0 4 0%

Total current assets 9,314 4,629 4,685 101%

Total assets 11,108 6,425 4,683 73%

25
INTERPRETATION:

1. The reserves and surplus have a negative value in both

the years, which indicates that the company is facing
losses. There has been 22% increase in their losses in
comparison with the previous year.

2. The total shareholders’ funds have increased by 155%.

3. The total fixed assets were decreased by 6%, and there

was a 103% increase in the total current assets.

4. The total non-current liabilities have increased by 10%

and the total current liabilities has been increased by
7%.

5. The total assets and the total liabilities of the company

have been increased by 73% i.e.; have increased from
6,425 lakh rupees to 11,108 lakh rupees.

26
CHAPTER 2

CONCEPTUAL BACKGROUND AND LITERATURE REVIEW

27
2.1 BACKGROUND AND HISTORY

• In Today’s Modern generation, we tend to prefer having all possessions of life

and is often measured based on being materialistic and having power to rule.
Thus, each individual have different level of value for what he/she has served
for oneself and others.
• This creates certain impression to look upon and have perception towards
learning and enduring it. Example: We are fond of Apple IPhones, Rolex
Watches, and Rolls Royce Super Cars, because these products have created
a brand image of niche value in the minds of customers.

• The word “BRAND” is derived from Norwegian word “brand” which is

known as “to burn”. Ancient times, farmers of those days used to keep an
identification mark on the body of their livestock to differentiate their
possession. Thus, it was understood that what companies make are the
products and what customers buy are the brands.

• Therefore, Marketers were flexible about marking since they needed to

separate between item that organization offer from comparative items and
administrations offered by competitors. To add on, it conveyed an affirmation
to the clients that the nature of a buy will be like prior acquisition of a brand.

2.2 DEFINITIONS

“A Brand is a name, term, sign, symbol or design or a combination of one seller or a

group of sellers and to differentiate them from those of its competitors”.

– American Marketing Association

28
• BRANDING PROCESS is the process by which the marketer tries to build a
long-term relationship with the customers by understanding, acknowledging,
and learning their needs and wants so that the offerings that is, the brand could
satisfy their mutual aspirations.
• BRANDING STRATEGY can be used as a differentiation strategy when the
product cannot be easily distinguished in terms of tangible features which
invariably happens in case of many services, durables etc. or in products
which are perceived as a commodity.
• BRAND BUILDING is a conscious customer satisfaction and orientation
process. The Brand owner tries to retain customers to its fold over their
competitors by a mix of both internal input of marketing communications and
external output of promotions so that the customer would be able to develop
loyal towards the brand.
• BRAND PERCEPTION is what customers believe a product or service
represents, not what the company owning the brand says it does. Brand
perception comes from customer use, experience, functionality, reputation
and word of mouth recommendation - on social media channels as well as
face-to-face.

2.3 LITERATURE REVIEW

• The literature review is the first and foremost task for any research task. This
chapter constitutes various aspects of relevant theories proposed by different
analysts, theoretical scholars and content writers for the scope of the study.
• This literature reviews different perspectives of the relationship between
Consumers and the brand perception they have on the products they wish to
possess, acquire and use them. It also analyses the level of satisfaction, loyalty
and image they carry towards the brand of the product. “PRODUCT IS
WHAT IS MADE, BRAND IS WHAT IS SOLD”.

29
2.3.1 Prof.Ms.Jana Barrett (Research Scholar):

• It is stated in an article posted on Get back Platforms about “Why Brand

Perception Matters and How You Can Measure It? How can companies
understand consumer brand perception when they are looking at it from inside
the box?” which explains:-
• Positive brand discernment for buyers are bound to pick one's business over a
contender. It likewise implies that they are probably going to get new clients
to its business since 60% of clients will allude loved ones to their preferred
brands.
• Negative brand recognition for purchasers are bound to pick a contender and
explain to other potential clients why they didn't pick existing one. In this way,
brand recognition influences business main concern a great deal

2.3.2 According to a Bain and Company study:

• 80% of organizations state, they convey extraordinary encounters just about

8% of clients concur. By estimating dependably, organizations get a legit take
a gander at the elements driving and executing brand reliability which is on
the grounds that organizations don't convey exact data with clearness, causes
clients regularly to feel befuddled, makes misconstruing, and winds up having
disappointment and friends losing its possible client.

2.3.3 Prof. Rory Whelan (Marketing Analyst):

• It is suggested in an article that brand esteem has an immediate relationship to

a buyer's suspicion of item or administration's quality. At the point when a
client is under the feeling that a business is enormous, selling more and
progressing admirably, they are bound to purchase from it. This activities trust
and social confirmation. At the point when a potential shopper is thinking
about making a buy, they will search for specific signals that a brand merits
their cash.

30
2.3.4 Prof.Kit Smith (Digital Analyst):

• It is explained in his research journal about how do purchasers accept the

brand speaks to what? What is their perspective on its items and
administrations? How does this discernment contrast and contending brands
and the more extensive market? Smooth what layouts brand discernment is
imperative for each business. Improving the view of your image begins with
tuning in to your clients.
• The capacity to share data immediately has democratized view of brands.
Client assessment is more powerful than any time in recent memory in
deciding brand discernment. It is fundamentally a mental idea, which
encourages shoppers to comprehend an organization over another. This is
important to comprehend what has become an extremely serious market

2.3.5 Prof.Jonah.A.Berger (Marketing Influencer):

• In this research article, it explains that a constructive outcome of more

prominent assortment on brand decision may repeat the way that more
alternatives can fulfill increasingly fluctuated preferences for clients. On the
off chance that assortment impact quality observations, customers may even
be bound to choose brands with more fabulous item assortment in any event,
whenever the accessible arrangement of chances is held constant.
Accordingly, we anticipate that, in any event, when the arrangement of
accessible alternatives connected with a restricted assortment brand and a wide
assortment brand are the equivalent, the last brand will in general have an edge
over apparent quality and decision probability.

31
2.3.6 Port.M.A Blogs (Marketing Analytics):

• In this Article, it explains that as shoppers and clients, we use brand attention
to settle on buy choices. We do this nearly consistently all through our
lifetime. It is essential for organizations to keep a watch on the beat of brand
mindfulness and discernment.
• Moreover, this exploration recommends that kids perceive marks by 1½ - 2
years old and that brand loyalty follows before long. It is significant for us to
stay aware of changing patterns like these. They identify with social and social
moves that legitimately shape how customer discernments are affected

2.3.7 Mr. Daniel Griggs (CEO and Founder of ATX Web Designs):

• It this article reflects do we the organization truly have control of our image or
does our client? What made such a significant number of clients leave the
pioneer of the ride-share industry? Organizations need to recognize yet
additionally integrate their image personality (what we need clients to think
about us) and brand discernment (what they really think about us).
• We will invest a lot of energy and cash characterizing our image personality,
deciding on the picture and guarantee we provide for our clients. Thus, the
brand discernment will coordinate brand personality and individuals will
accept the organization's guarantee to them. We will be remunerated with
persistent deals and brand devotion

2.3.8 Mr. John Simpson( Research Analyst):

• In this article, explains how impression of a decent brand encourages one's

organization adequacy. A brand's notoriety is reliant on the apparent incentive
to its clients and grows a lot farther than whether extends or not the item
works.

32
• With data verifiably a tick away, brand viability has changed from being a
single direction promoting plan as attempted to the customer, to being subject
to associations with the purchaser. Imparting a positive social message and
giving positive client encounters are indispensable to mark observation

2.3.9 T.Sabri (Published by Elsevier.Ltd)

• It is article; it explains a system concentrating on shopper advantage or

purchaser utility in administration retailing (Burton and Easingwood, 2006). A
methodology in clarifying shopper recognitions and decisions of brands is the
purchaser brain science model introduced in Schmitt's (2012) study. The
model uses five recognized brand-related procedures: Identifying,
encountering, coordinating, meaning lastly interfacing with the brand.
• By this, a purchaser fabricates between brand relations and recognizes brand
classification. Encountering implies dynamic commitment in brand input and
nostalgic experience. At that point the purchaser coordinates all brand data and
structures a general brand idea reflecting brand character and brand
connections.
2.3.10 Eleanora & Egle (Social and Behavioral Scientists):

• It is article, the study revealed that the impression of examined lager brands'
characters is for the most part influenced by a couple of variables (plan of the
jug and name, utilized hues, notices, position of brand in the market, brand
name, saw run of the mill client, and so forth.), which have the most effect on
view of brand character and structure the fundamental attributes. The
component that influenced the view of all investigated lager marks the most
was structure and shades of container and name.

33
2.3.11 Nathalie Kylander & Christopher Stone (Copywriters):

• It is studied that Marking in the charitable segment gives off an impression of

being at an explanation point in its turn of events. Albeit numerous
philanthropies keep on taking a thin disposition to mark the executives,
utilizing it as an instrument for raising money, a developing number are
moving past that way to deal with investigate the more extensive, key jobs that
brands can play: driving wide, long haul social objectives, while fortifying
inner personality, union, and limit .
2.3.12 Ms. Kate Kaplan (Interaction Designer):

• It is studied that in advanced frameworks, clients interface with the portrayal

of the brand as sites and other intuitive administrations, making conduct a
significant trait of brand. The granularity of conduct as a brand trait can shift
and could communicate comprehensively at the degree of whole procedures
and collaborations on a site, yet additionally at a better level, in the particular
characteristics of those connections (e.g., transitions, animations).

2.3.13. Ms. Jessie Chen-Yu (Brand Specialist)

• In the article, it was stated that brand experience and brand, image-congruence
were antecedents of brand affect. Brand image-congruence and brand touch
expressively influence brand trust. Brand image-congruence and brand trust
also had direct effects on brand repurchase concentrating in online apparel
shopping.

34
2.3.14 Mr.A.Garrido Morgado (Content Advertiser):

• In the article, Creating and maintaining customer loyalty are strategic

requirements for modern business. In the current competitive context, product
quality, and brand experience are crucial in building and maintaining customer
loyalty. Consumer loyalty, which is classified into
1) Cognitive loyalty
2) Affective loyalty is related to customers' quality perception.
• Cue utilization theory distinguishes two dimensions for
1) Perceived quality, extrinsic quality linked to the brand
2) Intrinsic quality related with internal product characteristics.

2.3.15 Ms. Susan Guneluis (Marketing and Branding Expert):

• It is studied that it is extremely unlikely of really knowing whether a brand is

making a development in meeting one's image value objectives except if a
direct exploration is done to accumulate genuine buyer assessments — both in
having own clients and the bigger populace of individuals in having one
specific objective market who aren't the expected clients yet.

2.3.16 Ms. Chuck Frey (Director, Content Marketing Institute):

• It is studied that “One’s Brand will be perceived as valuable when

customers shares their experiences” that is the true value to focus on.
Ability to step outside of the value-based relationship and interface our topic
specialists with the individuals who are attempting to turn out to be better
welders has been fundamental to our organization's prosperity.

2.3.17 Dr.K.Venkatalakshmi (Media Sciences Communications):

• This study demonstrates that the brand personality in clients' discernment is

pertinent and applicable to purchasers' dedication. The outcome indicates that
the personality is made using brand basics to anxiety the spirit of the brand.

35
• Visual personalities are obvious to purchasers' eyes to help recall the brand
and its picture, and there are dependably visual components, for example,
name, logo, shading, and motto, through and through reflected significant in
buyers' recognition.
• Even however the mental self view, character and relationship which brand
determine in its personality fluctuate from individuals and passed judgment on
just on the quality or administration and not the visual personality or the logo
in that capacity

2.3.18 Mr. Gigi Devault (Market Researcher):

• It is fair to say that the vast majority of what customers advise economic
specialists is sensibly near what they will inevitably do or what they really
think. In any case, as neuro-advertising uncovers, disposition and conduct are
not in every case solidly connected in the human psyche. A few models of
statistical surveying have been created to address the various ways that
shoppers' psyches impact their buy choices.

2.3.19 Ms. Katelyn Piontek (Market Researcher):

• “Products are made in the factory, but brands are created in the mind” -
Branding pioneer Walter Landor
• Once the endeavor has incorporated an incentive with its image from the item
to the battles, it is imperative to comprehend where the brand falls on the
worth scale and it is critical to consistently adjust and refresh the promoting
procedure to suit.
• Everyone in the organization is responsible for building up a solid brand. It is
the obligation; as an advertiser to impart that incentive to the careful customer
who will go looking for a solid, high worth brand they need to be a piece of.

36
2.3.20 Mr. Keliche Okeke (Digital Marketing Analyst):

• This study has contributed to immense learning to my report as Internet based

life channels, for example, Facebook, Twitter and Instagram have theatrically
affected the current business condition. Brands no longer have the advantage
of checking what they need expected clients to see or read about them as web
based life has empowered customers to produce content which could
influence the open impression of a brand, it has likewise given these
purchasers access to a worldwide crowd. This has helped the force move from
organizations to the shopper.

37
CHAPTER 3

RESEARCH DESIGN

38
3.1 TITLE OF THE PROJECT:

“A Study on The Brand Perception towards Lifestyle Apparel among Consumers with
reference to Bangalore City”.

3.2 PROBLEM STATEMENT:

Brand Perception is an ideology that attempts to understand and predict human action
in buying decision. The problem statement is to investigate on the factors, which
affect Lifestyle as the selecting brand and the perception over its competitors. Hence,
the research is undertaken on the “Study on The Brand Perception towards
Lifestyle Apparel among Consumers with reference to Bangalore City”.

3.3 NEED OF THE STUDY:

The primary reasons for taking up this topic were:

• To know the consumer perception towards Lifestyle Apparel.

• To know how does the consumer feel about the products of Lifestyle Apparel.
• To compare the brand with other brands.
• To know which product is most popular amongst users.
• To know if the brand is adding value to its products or not.

3.4 OBJECTIVES OF THE STUDY:

• To study the factors influencing the buying decisions of customers towards

Lifestyle Apparel.
• To know the customer perception towards the apparel brands of Lifestyle.
• To study the purchasing pattern of Lifestyle customers.
• To determine customer expectations and satisfaction level regarding Lifestyle
Apparels.
• To interpret the results of the measurements based on statistical analysis.

39
3.5 SCOPE OF THE STUDY:

The scope of the study covers

• The impact of brand perception among consumers with reference to Lifestyle

Apparel.
• How far are the people aware and attracted to the products of Lifestyle?
• The relationship between the quality of the product and the brand name of
Lifestyle.
• Satisfaction level of customers in different products of Lifestyle.
• Helpful to the organization for further conducting researches towards branded
products can be studied through this project.

3.6 RESEARCH METHODOLOGY:

The research methodology followed for this study is descriptive research for
analyzing the data in-depth. The analysis shall be framed using statistical tools
and techniques through surveys and fact-findings. This research is utilized for
comparative and correlational studies.

3.6.1 Sources of the data collection:

1. Primary Data: Structured questionnaires containing 25 closed questions were
constructed for collecting primary data.
2. Secondary Data: This was collected from Company exit interviews, Books Company
record and further relevant material were collected form websites.

3.6.2 Sampling Design

Sampling Unit Customers of different Class and Section of Lifestyle

international Pvt LTD
Bengaluru
Sampling Size 100 Customers

Sampling Procedure Convenience sampling

Contact Method Questionnaires were distributed to visitors of the
store, teachers, family and friends.

40
3.7 PERIOD OF THE STUDY

6 Weeks

3.8 RESEARCH HYPOTHESIS

H0: The Brand Perception among Customers at lifestyle international Pvt Ltd is Poor
HA: The Brand Perception among Customers at lifestyle international Pvt Ltd is
Excellent

3.9 LIMITATIONS OF THE STUDY

• This study is claimed to be limited to the customers at Lifestyle
international Pvt Ltd Bengaluru only.
• This study is limited to the time of 6 weeks i.e., from 10th JAN 2020 till 14th
FEB 2020 only.
• This study is limited to know the brand perception of customers
at lifestyle international Pvt Ltd Bengaluru only.
• The analysis of data led to certain marketing research gap, as
customers were not aware of what the questions were projected to
them, led to vague answers.
• The collection of data and customers personal views of the
product considering their tastes and preferences were limited due
to the pandemic (Covid-19).

3.10 CHAPTER SCHEME

The tentative chapter scheme of the study is as under:
Chapter Chapter Title
No.

I Introduction
II Conceptual Framework of the Study and Review of Literature
III Research Methodology
IV Data Analysis and Interpretation
V Summary of Findings, and Conclusion Suggestions

41
CHAPTER -4

DATA ANALYSIS AND INTERPRETATION

42
TABLE 4.1

CLASSIFICATION BASED ON AGE GROUP OF CUSTOMERS

f x cf
Age Group Pie Chart Count on Age Group Cumulative Percent
17-20 8% 8%
21-24 57% 65%
25-28 23% 88%
28-35 7% 95%
35 and above 5% 100%
Total 100%

Pie Chart Count on Age Group

5% 8%
7% 17-20
21-24
23% 25-28
28-35
57% 35 and above

ANALYSIS:
From the above 100 respondents,
• 8% of customers belong to the age group of 17-20.
• 57% of customers belong to the age group of 21-24.
• 23% of customers belong to the age group of 25-28.
• 7% of customers belong to the age group of 28-35.
• 5% of customers belong tp the age group of 35 and above.

43
INTERPRETATION:

• The age group of 21-24 consisting of 57% determines the young youth,
students and early job seekers are attracted to the Lifestyle Products.
• The age group of 35 and above consisting of 5% determines that this set
of group does not match lifestyle products tastes and preferences.

TABLE 4.2

CLASSIFICATION BASED ON OCCUPATION

f x cf
Occupation Pie Chart Count on Occupation Cumulative Percent
Business 18% 18%
Salaried 41% 59%
Student 41% 100%
Total 100%

Pie Chart Count on Occupation

18% Business

41%
Salaried

Student
41%

44
ANALYSIS:

From the above 100 respondents

• 18% of the customers are Business-Oriented.

• 41%(each) of the customers are both Salaried and Students.

INTERPRETATION:

• From this above data, we can interpret that 41% each of the customers,
both salaried and students are more prone to buy products from Lifestyle
Stores for self-satisfaction.

TABLE 4.3

CLASSIFICATION BASED ON MONTHLY INCOME OF

CUSTOMERS

f x cf
Monthly Income Pie Chart Count on Monthly Income Cumulative Percent
Less than Rs.50,000/- 36% 36%
Rs 50,000 - 1,00,000/- 45% 81%
Rs1,00,000 - 2,00,000/- 9% 90%
More than Rs 2,00,000/- 10% 100%
Total 100%

45
ANALYSIS:

• The data interpreted from the above figure states that 45% of customers
have monthly income of Rs 50,000 – 1,00,000/- and thus, this purchasing
power ability of customers is the majority.
• 36% of customers earn less than Rs 50,000/-
• 9% of customers earn between Rs 1, 00,000 – 2, 00,000.
• 10% of customers earn more than Rs 2,00,000/-

INTERPRETATION:

• We can interpret that the Customer Social Class in general belong to the
Working Middle Class and Upper Middle Class Customers. Thus, it is felt
in the minds of the customers about the brand perception and image, they
have about the products of Lifestyle enrich with high standardization and
quality.

TABLE 4.4

CLASSIFICATION BASED ON NUMBER OF MEMBERS IN A FAMILY

f x cf
No. of Members in a Family Pie Chart Count on No,of Members in a Family Cumulative Percent
2-4 Members 71% 71%
4-6 Members 24% 95%
6-8 Members 5% 100%
More than 8 Members Nil Nil
Total 100%

46
Pie Chart Count on No.of Members in a Family

0%

5%
2-4 Members
24%
4-6 Members
6-8 Members
71% More than 8 Members

ANALYSIS:

• 71% of the families who were respondents of the Lifestyle Stores are 2 to
4 members.
• 24% of the families are having 4-6 Members.
• 5% of the families are having 6-8 Members.
• No family has Members More than 8 members.

INTERPRETATION:

• From the above, we can interpret that families in the modern generation
prefer having nuclear and independent lifestyle, which has opened wide
ideas to choose varieties of products of their self-esteem, freedom and
style.

47
TABLE 4.5

CLASSIFICATION BASED ON CUSTOMERS HAVING A VEHICLE

f x cf
Customers Having A Vehicle Pie Chart Count on No,of Members in a Family Cumulative Percent
Yes 96% 96%
No 4% 100%
Total 100%

Pie Chart Count on Having a Vehicle

4%

Yes
No

96%

ANALYSIS:

• 96% of customers visiting the Lifestyle store own a Vehicle.

• 4% of customers visiting the Lifestyle store own a Vehicle.

INTERPRETATION:

• Almost all the respondents have a vehicle to visit the store, which tells that
they have the conveniences and show loyalty towards Brick and Mortar
Store to enfold the touch and feel effect rather than placing an order
though E-Commerce Platforms.

48
TABLE 4.6

CLASSIFICATION BASED ON CUSTOMERS WHO HAVE LIFESTYLE

MEMBERSHIP CARD

f x cf
Customers Using Membership Card Pie Chart Count on Customers Using Membership Card Cumulative Percent
Yes 34% 34%
No 66% 100%
Total 100%

Pie Chart Count Lifestyle Membership Card

34% Yes
No

66%

ANALYSIS:

• 34% of the customers use the Lifestyle Membership Card Offered by the
Store.
• 66% of the customers does not use the Membership Card.

INTERPRETATION:

• We can understand from the data that the advertisement campaigns and
promotional strategy needs to be implemented for betterment.

49
• Customers must be made aware of the benefits of the usage of the
membership card such as gaining privileges, bonuses, offers and discounts
to be made as Elite Customers.

TABLE 4.7

CLASSIFICATION BASED ON CUSTOMER’S AWARENESS OTHER

BRANDS OTHER THAN LIFESTYLE

Bar Graph Count on Awareness of Other Brands

35%
32%
30%

25% 24%

20%
15%
15%
10%
10% 8%
6%
5%
5%

0%
Planet Shoppers Westside Pantaloons Indian Pepe Jeans Bangalore
Fashion Stop Terrain Central

ANALYSIS:

Customer's Awareness of Other Brands Bar Graph Count on Awareness of Other Brands
Planet Fashion 8%
Shoppers Stop 32%
Westside 15%
Pantaloons 24%
Indian Terrain 6%
Pepe Jeans 5%
Bangalore Central 10%

50
INTERPRETATION:

• We can know from the data collected that Shoppers Stop, Westside ,
Pantaloons are known by our potential customers and is possible to
switch brands if the product is outdated or having lack of innovation, so it
is important to keep updated on the technology and the competitor’s
move.

TABLE 4.8

CLASSIFICATION BASED CUSTOMER’S BRAND IMAGE AND FEEL

TOWARDS LIFESTYLE BRAND

Bar Graph Count on Rank on Lifestyle Brand

40%
35%
30%
25%
20%
15%
10%
5%
0%
10 9 8 7 6 5 4 3 2 1

ANALYSIS:

• 14% of customers rate Lifestyle Brand as 10 Points, which is Out-

standing.
• 14% of customers rate Lifestyle Brand as 9 Points, which is Excellent.
• 36% of customers rate Lifestyle Brand as 8 Points, which is Very Good.
• 16% of customers rate Lifestyle Brand as 7 Points, which is Good.
• 12% of customers rate Lifestyle Brand as 6 Points, which is Satisfactory

51
• 1% of customers rate Lifestyle Brand as 2 Point, which is Poor.
• 1% of customers rate Lifestyle Brand as 1 Point, which is Very Poor.

INTERPRETATION:

• 64% of customers rate Lifestyle Brand as 10,9,8 Points, which shows

Lifestyle as a BRAND has valued customers interest, tastes and
preferences responsibly by providing the latest fashions, trends,
traditional and cultural embroidery.
• 2% customers rate Lifestyle Brand as 2,1 Points, which has to be looked
into because every customer plays a vital role in the building and
branding of the organization.

TABLE 4.9

CLASSIFICATION BASED ON ATTRIBUTES ASSOCIATES WITH

LIFESTYLE

70% 6%
60% 5%
50% 4%
40%
3%
30%
20% 2%
10% 1%
0% 0%
Comfortable Trendy Popular Stylish Value for
Fittings Money
Bar Graph Count on Rank on Lifestyle Brand 5 Points
Bar Graph Count on Rank on Lifestyle Brand 4 Points
Bar Graph Count on Rank on Lifestyle Brand 3 Points
Bar Graph Count on Rank on Lifestyle Brand 2 Points
Bar Graph Count on Rank on Lifestyle Brand 1 Point

52
ANALYSIS:

Bar Graph Count on Rank on Lifestyle Brand

Attributes Associated With Lifestyle 5 Points 4 Points 3 Points 2 Points 1 Point
Comfortable Fittings 65% 25% 9% Nil 1%
Trendy 28% 33% 48% 1% 3%
Popular 36% 27% 21% 5% 5%
Stylish 35% 45% 13% 5% 2%
Value for Money 47% 22% 22% 4% 5%

INTERPRETATION:

• 65% Customers feel Lifestyle Products are Comfortable Fittings with 5

Points, which is vital.
• 48% of customers has given 3 points as Trendy, which can be improved
by initiating creativity and add-on values.
• Popular products has clenched 36% of the customers, which is good and
reflects on the impact given by advertisements and broadcasting
networks.
• 45% of respondents feel the products are Stylish, which is effortlessly
contributed and brainstormed by visual merchandisers and designers.
• 47% of customers feel the products are of Value for Money, which
highlights the level of customer orientation by providing greater value as
“Customer is the KING in the market”.

53
TABLE 4.10

CLASSIFICATION BASED ON BRANDED AND UNBRANDED PRODUCTS

BOUGHT BY CUSTOMERS

Branded/ Unbranded Products bought Pie Chart Count on Branded/Unbranded Products bought
Yes Always 37%
Only if Quality is Satisfactory 35%
Rarely 22%
Never 6%

Pie Chart Count on Products Preferred Endorsed by a

Celebrity

0%

47% Yes No
53%

ANALYSIS:

• Customers by products which are branded only when the quality of the
product is satisfactory with 35%
• Majority of the customers with 37% buy only branded products which
states and believed that they have long standing and resistance to
durability in the minds of the customers. It is also projected that Lifestyle
customers buy their products for prestige and status.

54
• Remaining 28% of the customers buy the unbranded products because of
lack of awareness about the products and misconceptions made by
external sources. It is also believed that sometimes customers do not buy
branded because of lack of customer services after product bought by the
customer.

TABLE 4.11

CLASSIFICATION BASED ON HOW LIFESTYLE PRODUCTS HAVE

INFLUENCED IN THE BUYING DECISIONS

Lifestyle Products Impact on Customer's Buying Decision

Lifestyle Fulfills the Tagline "Your Style, Your Store Pie Chart Count on the Tagline Recognition " Your Style,Your Store"
5 Points 19%
4 Points 25%
3 Points 31%
2 Points 23%
1 Point 2%

Lifestyle Products Impact on Customer's Buying Decision

Pie Chart Count on the Tagline Recognition
" Your Style,Your Store"

2% 5 Points
19%
23% 4 Points
3 Points
25% 2 Points
31%
1 Point

55
TABLE 4.12

Lifestyle Products Impact on Customer's Buying Decision

Recommended By/To Family,Friends & Colleagues Pie Chart Count on Recommendation Of Lifestyle Products
5 Points 21%
4 Points 30%
3 Points 40%
2 Points 8%
1 Point 1%

Lifestyle Products Impact on Customer's Buying Decision

Pie Chart Count on Recommendation Of Lifestyle Products

8% 1%

5 Points
21%
4 Points
3 Points
40%
30%
2 Points
1 Point

TABLE 4.13

Lifestyle Products Impact on Customer's Buying Decision

Source of Information helped the customer to rate Brand's Credibility Pie chart Count on Rating Brand's Credibility
5 Points 20%
4 Points 44%
3 Points 30%
2 Points 4%
1 Point 2%

56
Lifestyle Products Impact on Customer's Buying Decision
Pie chart Count on Rating Brand's Credibility

2%

4% 5 Points
20%
4 Points
30%
3 Points
2 Points
44% 1 Point

ANALYSIS:

From the Table 4.11, 4.12, 4.13, we can understand,

• 44% of the customers agree that Lifestyle fulfills the Tagline “ Your Style,
Your Store”
• 51% of the customers agree that Lifestyle products are recommended by/to
family members, friends and colleagues.
• 64% of the customers agree that the source of information provided by the
company about latest trends has increased the rate of Lifestyle Brand’s
Credibility.

INTERPRETATION:

• We can interpret that the customers value the tag proposed them as “Your
Style, Your Store” shows that its products are made for the choices, tastes,
interests and expectations of the customer.
• The customers do recommend the products of Lifestyle by/to their family,
friends and colleagues because they have considered its functionality and
subjectivity of the product range, line, and depth.

57
• The amount of information provided to the customers such its product
material, type, standard, grade, price and style has contributed to 64% of
increase to Lifestyle Brand’s Credibility.

TABLE 4.14
CLASSIFICATION BASED ON PRODUCTS PREFERRED TO BUY
WHICH ARE ENDORSED BY A CELEBRITY

Products Preferredto Buy whichare Endorsedby a Celebrity Pie Chart Count onProducts PreferredEndorsedby a Celebrity
Yes 53%
No 47%

Pie Chart Count on Products Preferred Endorsed by a

Celebrity

Yes
47%
53%
No

ANALYSIS:

• 47% of the customers do not prefer to buy products endorsed by a

Celebrity.
• 53% of the customers prefer to buy products endorsed by a Celebrity.

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INTERPRETATION:

• From the above data, we can conclude that 53% of customers accept that
celebrities who endorse the product play a huge role in the consumption
buying of the product and it creates a driven force and pre-determined
brand perception of the product in the minds of the customers.

TABLE 4.15
CLASSIFICATION BASED ON PRODUCT SWITCH TO NEW
PRODUCT ENDORSED BY FAVOURITE CELEBRITY

Switched Products to New Product Endorsed by Customer's Favourite Celebrity Pie Chart Count on Products Switched Endorsed By Favourite Celebrity
Yes 48%
No 52%

Pie Chart Count on Products Switched Endorsed By

Favourite Celebrity

Yes
52% 48%
No

ANALYSIS:

• 52% of the customers do not prefer to switch from the regular products
they buy to new products even if their favorite celebrity endorses it.
• 48% of the customers do switch.

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INTERPRETATION:

• Slowly the phrase is changing, that the customer expectations are always
high and are progressive towards experimentation because they idealise
their celebrity to project product information to co-relate with their
expectation and performance.

TABLE 4.16

CLASSIFICATION BASED ON CUSTOMER’S ATTITUDE TOWARDS

PHONE CALLS FROM SALES ASSOCIATES

Customer's Attitude Towards Phone Calls from Sales Associates Pie Chart Count on Attitude Towards Phone Calls from Sales Associates cf
I do not entertain calls from sales associates 31% 31%
I get irritated and cut off the calls 23% 54%
I listen to them and respond calmy 36% 90%
I look forward for such calls 10% 100%

Pie Chart Count on Attitude Towards Phone Calls from Sales

Associates

I do not entertain calls from

10% sales associates
31% I get irritated and cut off the
calls
36% I listen to them and respond
calmy
23% I look forward for such calls

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ANALYSIS:

• 31% of customers do not entertain phone calls from sales associates.

• 23% of customers is irritated and hung up the calls.
• 36% of customers listen to the associates and respond calmly.
• 10% of customers look forward for such calls.

INTERPRETATION:

• We can understand that customers are changing their cultural,

traditional habits and mannerism in the changing environment. Thus,
customers are aware that such calls do welcome their way as a business
module. It is believed based on their needs and wants of the customer’s
particular lifestyle scenario.

TABLE 4.17

CLASSIFICATION BASED ON PRODUCT’S PREFERRED TO BUY

FROM COMPANIES ATTRIBUTES

Products Preferred from Companies Attributes Pie Chart count on Products Preferred cf
Widen Distribution 12% 12%
Good Warranty and after Sales Services 31% 43%
Attractive Prices and Slightly lesser Quality 32% 75%
Good Brand Image 25% 100%

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Pie Chart count on Products Preferred by Customer's
Based on Company Attributes

Widen Distribution
12%
25%
Good Warranty and
after Sales Services
31% Attractive Prices and
Slightly lesser Quality
32% Good Brand Image

ANALYSIS:

• 31% of customers prefer products that have good warranty and after
sales services
• 32% of customers prefer products that have attractive prices and slightly
lesser quality
• 25% of customers prefer products from companies that have good brand
image.
• 12% of customers prefer products from companies that have widen
distribution.

INTERPRETATION:

• We can understand that Indian Customers are price sensitive customers

and are ready to compromise on the quality of the product to certain
extend.

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• Moreover, customers do feel the products must be not sold as such but
also provide after sales services and frequent follow ups for better ratings
and value for money.

TABLE 4.18
CLASSIFICATION BASED ON THE CUSTOMER PERCEPTION OF
RANKINGS OF THE PRODUCT PLACED ON ADVERTISEMENTS

Customer Perception on Rankings of the Product Pie Chart count on Rankings of Product Placed on Advertisements cf
Fair and True Picture 16% 16%
Biased and Influenced 13% 29%
Are not Fully Reliable 42% 71%
Can't Say 29% 100%
Total 100%

Pie Chart count on Rankings of Product Placed on

Advertisements

16%
29%
Fair and True Picture
13% Biased and Influenced
Are not Fully Reliable
Can't Say

42%

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ANALYSIS:

• 42% of customers feel the sources of rankings are not fully reliable and
trusted.
• 29% of customers cannot say that the ranking of the product give precise
answers to their expectations due to lack of knowledge.
• 16% of customers believe the rankings of the products are true and give a
fair picture.
• 13% of customers feel the information is biased and influenced.

INTERPRETATION:

• We can interpret that the majority of the customers with 71% do not
accept the information provided on the advertisements are completely
true and are not reliable. Thus, marketing communications and reach to
customers must be improved and given customers to use products for
trial purposes and comfort to understand that the products are made also
for happy service and betterment.
TABLE 4.19

CLASSIFICATION BASED ON CUSTOMER’S LOYALTY TOWARDS

PRODUCTS AT LIFESTYLE STORE

Customer Loyalty towards Products Pie Chart count on Products at Lifestyle Store cf
Yes I always stick to the same product 12% 12%
Only for Quality products of the same product 20% 32%
I choose the least priced products 31% 63%
Never, I experiment with different products 37% 100%
Total 100%

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Pie Chart count on Products at Lifestyle Store

Yes I always stick to

the same product
12%
Only for Quality
37% products of the same
20% product
I choose the least
priced products

31% Never, I experiment

with different
products

ANALYSIS:

• 12% of customers stick to the same product.

• 20% of customers buy quality product of the same product.
• 31% of customers buy the least priced products
• 37% of customers experiment different products

INTERPRETATION:

• We can interpret that the customers prefer to experiment different

varieties of products available to them at different styles and designs.

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TABLE 4.20

CLASSIFICATION BASED ON THE CUSTOMER PERCEPTION

PRICES OF THE PRODUCTS OF LIFESTYLE

Customer Perception Towards Prices Pie Chart count on Products at Lifestyle Store cf
Is as per Expectations 17% 17%
Are more than Expectations 20% 37%
Are less than Expectations 19% 56%
Can't Say 44% 100%
Total 100%

Pie Chart count on Products at Lifestyle Store

17% Is as per Expectations

Are more than

44% Expectations
20% Are less than
Expectations
Can't Say
19%

ANALYSIS:

• 17% of customers feel the products are as per expectations, which is

satisfactory to have the purchasing power and ability to pay.
• 20% of customers feel the products are costly.

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• 19% of customers are less than expectations.
• 44% of customers do not have answers how it is determined and
ascertained to cost.

INTERPRETATION:

• Almost 50% of customers are not aware of the valuation of how the
product is valued for its quality, material and type. To add-on lack of
knowledge is also a factor that customers tend to either bargain or may
pay more than what a product actually cost.

NOTE: The above data analysis and interpretation is made from the
questionnaire answered by the respondents. The sample size is 100, as the data is
calculated to 100% for the classified cases. The figures are represented in Pie
Chart, Bar graph and Clustered Bar Columns. The data is crossed checked using
manual calculation using Tally marks.

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CHAPTER 5- SUMMARY OF FINDINGS, CONCLUSIONS, SUGGESTIONS
AND LEARNING EXPERIENCE

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5.1 FINDINGS

• 65% Customers feel Lifestyle Products are Comfortable Fittings with 5

Points, which is vital.
• 48% of customers has given 3 points as Trendy, which can be improved
by initiating creativity and add-on values.
• Popular products has clenched 36% of the customers, which is good and
reflects on the impact given by advertisements and broadcasting
networks.
• 45% of respondents feel the products are Stylish, which is effortlessly
contributed and brainstormed by visual merchandisers and designers.
• 47% of customers feel the products are of Value for Money, which
highlights the level of customer orientation by providing greater value as
“Customer is the KING in the market”.
• 50% of customers are not aware of the valuation of how the product is
valued for its quality, material and type. To add-on lack of knowledge is
also a factor that customers tend to either bargain or may pay more than
what a product actually cost.
• Lifestyle provides no seating arrangement for customers but whereas
Shoppers stop, does provide seating arrangement for visitors.
• The variety and assortment plan of products of Lifestyle are
approximately 20% less than Shoppers Stop, but 5% more than West
Side.
• Lifestyle contributes more embroidery mix of dresses of 60% Cotton and
20% Polynosic Mix.
• Hawaii Chappals and Kolapuri Shoes are exclusively branded and
available at Lifestyle Stores in India.
• The price range of the products at West side is more costly Lifestyle, but
cheaper than Shoppers Stop.

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• Lifestyle focuses on the promotional activities through end of the season
sale basis, Window Display Shopping and Hoardings whereas Westside
advertise through Newspaper and Magazines.
• The working associates at Lifestyle have good knowledge, public relation
and communication skills. Moreover, they are given 6 months base
training. Thus, the recruitment process is based on experience and
qualification whereas in Shoppers Stop, 3 months training is given.

• The remuneration pattern as of June 2020 for employees:

Company Minimum Qualification Salary Range per

Month
Shoppers Stop 12th Pass Rs 12,000 – 14,000/-
Lifestyle Graduate for CRM Post Rs 15,000 – 18,000/-
Westside Graduate for Customer Supervisor Rs 14,000 – 16,000/-

• CUSTOMER PROFILE ANALYSIS:

1) Majority of the customers go belong to the youth category were fond of the
lifestyle products and were willing to change based on the trending
technology, and were keen to experimentation.
2) Respondents over the age of 35 were not interested to buy products for them
as traditional clothing were recommended by them; rather they were buying
products for their family members.
3) There was also a marketing research gap during the analysis of data as
respondents were not aware of certain answering the questions presented to
them which were marked based on their own assumption were considered
as undue response and were not taken for data valuation and interpretation.

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5.2 LEARNING EXPERIENCE
A) Initiatives and responsibilities taken by intern
➢ As an Intern, I was a part of the Marketing team for my project work.
➢ Interactions with my guide about the company’s strengths, weakness,
opportunities and threats essentially gave quality information about the
industry.
➢ Assisting the everyday Candidate Management Information System.
➢ Assisting my guide to hiring new employees for the new opening store.
➢ Checking out the aisle space and alignment.

B) Task accomplishments

➢ Understood the working nature of each department.

➢ Assisted store daily direction.
➢ Having collective interactions with customers.
➢ Acknowledging customer interest and guiding them towards different sections
of the store.
➢ Collected and verified the sales achievement and target on daily basis.
➢ Hiring of employees for the new opening store.
➢ Canvasing students for internship opportunities by making posters and
collectively enhancing social marketing.

Learning from Project work are mentioned as given below:

➢ Overall knowledge gained from the project work.

The 6 weeks internship helped me to gain knowledge and understanding about the
standard operations of retail stores and various departments in the organization.
➢ As an Intern, I got an opportunity to understand the needs and wants of the
customers.

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➢ I could also identify customer expectations and changes proposed by them
for providing and serving for betterment.

• Analysis of Achievement v/s Objective

If I analyze my objective with the achievements I have gained during my project

work, I can say that I have gained more than my objective. I have gained knowledge
about many things like retail store operations and projection of brand image etc.

• Major areas where the concept can be practically used.

The task carried out by myself about various parameters of the customer service
and how it can be improved by paying more attention to the customer‘s needs
and want, help me in delivering the best of my efforts in increasing the
satisfaction level of the walk-in customers. It is used in all the retail industry or
sector.

5.3 SUGGESTIONS:

Following are suggestions of the study, which can help Lifestyle International Pvt.
Ltd. to enhance the productivity of products and services by providing
• Attractive pay packages could be offered to the employees and performance
appraisals can be given
• Score handling program can be made at an adequate level.
• All the employees must be present and be allowed to give their opinions in
decision making process.
• The organization can think of redesigning visual merchandising and branding
enhancement for advertising and communication portals.
• Company can conduct workshops and programs for employee assistance for
develop analytical skills and accomplishing research modules with proper
business proposal and plan.

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• The company can increase recreational facilities to women employees to keep
their stress levels low their by increasing productivity of the women employees
as lifestyle dominance is of women apparel and can help to recreate, brainstorm
and contribute to ideas and trends.

5.4 CONCLUSION OF THE STUDY:

When the company is able to understand and serve the best of its customers by taking
up good research on the expectations, tastes and preferences. As it is based on the latest
trend sets and changing environment, it is important to keep a vision on the brand
perception of customers having compact in control because it is what reflects to what
customers think about the company’s culture and their contribution helps to enrich the
firm as a huge entity. To conclude, it is the power of brand perception of the customers
that they have accepted them so that the any company is running successfully today.

The questionnaire for the respondents is attached below:

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ANNEXURE AND BIBLIOGRAPHY

• Standard operational procedures manual are used to understand and gather

knowledge of the stores and its various processes.
• Websites include:
➢ www.landmarkgroup.com
➢ www.wikipedia.com
➢ www.careers.lifestylestores.com
➢ www.lifestylestores.com
➢ www.hindubusinessline.com
➢ www.retail.economictimes.india.com

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