consumer behavior study sunglasses

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Consumer Behavior Study Sunglasses

Presented by : Akash Batra

Jatin SinghalKetan Shah Prachi GargShinu Nair

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Contents :Sunglass Industry IntroductionOrganized MarketSemi-Organized MarketUnorganized MarketConsumer BehaviorAnalysisSummary

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Sunglass : Industry IntroductionThe sunglasses market is estimated at INR

4.8 billion in India Projected to grow over INR 11 billion in the

next five yearsThe organized segment contributes about 19

per cent to the overall eyewear marketBranded sales contribute about 70 per cent

to the overall sunglasses market

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Organized MarketModern form of retailingExisting market share in India is 3 %Market growth rate is 35 %Examples : Hypermarket, Malls etc.Challenges :

Poor supply chain management Aggressive expansion

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First subject:Two adolescentsParameter Observations

Age Group 17-20 approx.

Socio-economic Class Upper Middle Class (A1)

Came Alone No

Brand Awareness High

Loyalty to a particular brand No. Possible switchers

Bargaining Tendency Low

Expected Product Price Range 4000-10000

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Second subject: coupleParameter Observations

Age Group Late twenties

Socio-economic Class Middle Class

Came Alone Not necessarily married

Brand Awareness Average

Loyalty to a particular brand No.

Bargaining Tendency High


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Semi-Organized MarketComprised of mainly middle segment brandsExamples include Ray-Ban ,Fastrack etc.Examples : Optical ShowroomsChallenges :

Limited branded options Insufficient demand

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First subject: Middle aged personParameter Observations



Came Alone Yes

Brand Awareness Low




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Second subject:Young girlParameter Observations



Came Alone Yes

Brand Awareness Good




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Un-Organized MarketComprised of mainly corner shops, kiosks, street

vendors and other single-proprietor venuesExisting market share is around 97%.Examples include replicas and chinese imports.Market growth rate is 6 %Expected to reach US$496 billion by 2011.Challenges :

Limited branded options Insufficient demand

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First subject: Police constableParameter Observations



Came Alone Yes

Brand Awareness Low




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Second subject: AdolescentParameter Observations


Socio-economic Class Lower Middle Class

Came Alone Yes

Brand Awareness Low




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SECTOR COMPARISONPARAMETER ORGANIZED SECTOR SEMI-ORGANIZED

SECTORUNORGANIZED SECTOR

Store Name Shoppers stop Chedda optics Street Vendors under Chembur fl yover

Store Location Busy Intersection with restaurants and other shops nearby

Busy shopping street with restaurants and other utility shops nearby

Under the Flyover. Lots of other shops with similar off erings nearby.

Store Characteristics Mall with a designated area devoted entirely to sunglasses

General Spectacle and lenses store with sunglasses as add-on off ering

Only sunglass off erings. Replicas ofExpensive brands were up for sale.

Product Variety High. Alloriginal Brands

Low. Limited to one or two brands

High. but no original brands

Prospective Consumer class

Upper middleand upper class

Middle Class Lower Class

Price Range of off erings (INR)

500-20000 200-5000 30-200

Store ambience Good with attractive lighting.

Adequate Unhygienic and inadequate.

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ANALYSIS:Middle and upper middle cases prefer

organized sector.

Brand Conscious and expect multiple offerings.

Split-Loyal. Rarely entrenched buyers.Lower middle class prefer unorganized

sector.Good Bargain and value for money.Not insistent on quality.Not brand-conscious.

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THANK YOU

consumer behavior study sunglasses

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