Download - MI Project NMP24 Group4
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Marketing Insights Project
NMP24 (Term 4)
Group 4:
Amit Kumar (24NMP03)
Jagadeeshwar Reddy (24NMP14)
Jaydeep Das (24NMP15)
Srikanth Aitha (24NMP25)
Prof. A P ARORA
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Marketing Problem
There are many discount stores in the market such as Koutons, Cantabiletc that sell their products completely on discount ranging up to 90% attimes.
Does the brand image of these companies suffer because of the heavydiscounts they offer?
Are their products perceived to be of low quality compared to other apparelbrands?
If these kind of companies want to do away with their discounts and selltheir products with list price being greater than or equal to current after-
discount rates
How will their sales be affected?
What effect will it have on their current brand image?
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Research Design
Objective
Experimentation
Data Analysis Qualitative Focus Group Interview
Quantitative
Data
Primary
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Focus Group Discussion
No of participants: 6
Time taken: 25 mins
Analysis:
Discounts through out the year is a way of cheating people.
Discounts through out year means: Apparel not selling
Outdated stock
No quality Instead of pricing it high and providing huge discounts, it
will be better to position themselves as low price apparelprovider
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Focused Group Discussion
Some people visited discount stores only becausethey are providing huge discounts and will notvisit again if discounts are removed.
Some said they will visit only if discount isremoved and customer service and apparelstocking is improved.
Brand Image will deteriorate because of
discounts through out the year
There should be limited no of stores as more andmore stores lead to dilution of brand image.
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Suggestions from Focus Group
Remove the discounts completely
Reposition as a value for money apparel
provider
Improve brand image by advertising
Improve customer service and stocking
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SURVEY RESULTS
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Relationship between purchase frequency
and buying preferencesKruskal-Wallis
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Relationship between purchase frequency
and buying preferencesKruskal-Wallis
Inference: There is no relation between purchase frequency and brand, quality ,
discount and style preferences.
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Shopping preferences Frequency Table
(All values in %)
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Buying preferences for Discounted Vs.
Non-discounted storesWilcoxon Sign Test
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Buying preferences for Discounted Vs.
Non-discounted storesWilcoxon Sign Test
Inference: There is no significant difference between buying preferences for
discounted stores when compared to that of non-discounted stores.
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Perception about discount stores.People who buy from discount stores Vs. People who
dont buy
Mann-Whitney test
Inference: Both the groups have same opinion about the business model and discount
stores having old stock but they differ on discount stores having out dated fashion
stock. People who visited the store dont think that the stock is is out dated fashion..
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Perception about discount stores in
comparison with non-discounted stores.Wilcoxon Signed Rank
Test
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Perception about discount stores in
comparison with non-discounted stores.Wilcoxon Signed Rank
Test
Inference: The non-discounted stores have an edge over discounted stores on
attributes like quality, variety, price, customer service. But consider both similar
on attributes like store location and value for money.
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Experiment
Discounts are removed from the discounted
stores and clothes are sold at their list price
(which is equal to current after discount price)
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Customer Retention Cross tabs
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi .127 .599
Cramer's V .127 .599
Contingency Coefficient .126 .599
N of Valid Cases 64
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Brand Vs Discount
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Age Wise:Brand Vs Discount : Age Wise
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Brand Vs Discount : Gender Wise
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Conclusion
There is no significant difference between buying preferences fordiscounted stores when compared to that of non-discounted stores.
There is no relation between purchase frequency and brand,quality, discount and style preferences.
The non-discounted stores have an edge over discounted stores onattributes like quality, variety, price, customer service, therebyimpacting the brand image of the discounted stores
Both discount and non-discount stores are considered to be similaron attributes like store location and value for money.
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Conclusion
If the discounts are removed:
Only 50% of the customers who visited the stores before are
sure of visiting the store again.
Customers need improvement in terms of quality, variety and
service.
Brand, quality still plays a major role in terms of buying decisions in
discounted apparels. The discounts offered are of less interest to
the customers.
Customers do not believe that the before discount price on theapparels are justified. They believe that they are hiked so as to
adjust the huge discounts.
When offered at the similar prices, customers were more
inclined to buy clothes that are without discount instead of the
heavily discounted apparels
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Thank You