A Study of the factors influencing the Retail Experience of the Brand-

Jealous 21

Presented ByPooja S

SYNOPSIS• Company Overview• Significance of the Topic• Objectives• Methodology of Research• Data Analysis- Important Graphs• Summary• Statistical computations- Averages, Correlation &

Regression• Findings• Recommendations• Conclusion

COMPANY OVERVIEW

• JEALOUS 21 is one of the famous Brand Names under Indus-League, a new generation lifestyle brand marketing company. It is part of India’s biggest Retail giant, Future Group (Pantaloons).

• Jealous 21 is a brand of Casual, Stylish & Trendy

Clothing. Jealous 21 is the first brand in India to be known for their “Hip Fit” jeans- that ensures every woman the perfect fit.

SIGNIFICANCE OF THE TOPICRetail Experience

• Even with all the money spent in managing the communications around a brand, so much of a consumer’s sense of a brand comes through the brand experience.

• In today’s experience economy, a comprehension of the importance customers in general attribute to tangible (material) and intangible (atmospheric) design elements has become significant.

• Thinking about how retailers and designers can understand what appeals functionally and emotionally to customers, highlights concepts of ‘customer experience’ and ‘experience economy’.

• In today’s world, such experiences are the ones that keep a brand going and growing by differentiating it from all the other brands in the market.

Dimensions of Retail

Experience

OBJECTIVES

METHODS OF DATA COLLECTION

STATISTICAL TOOLS

Questionnaire Ranking Dimensions

AmbienceThe general perception of customers think Ambience effects Shopping experience to a large extent. (Rank 4)

However, Jealous 21 scores high on Rank 3 (Pretty Cool) and lags behind the general expectation of customers.

Staff ExperienceThe general perception of customers think Staff Experience effects Shopping experience to a large extent. (Rank 4)

However, Jealous 21 scores high on Rank 3 (Pretty Cool) and lags behind the general expectation of customers.

Colour & Lighting The general perception of customers is that the colour & lighting in the showroom has an effect on their Shopping Experience to some extent (Rank 3).

Jealous 21 also scores highest on Rank 3 However, the average ranking is a bit lower than the customer expectations.

Trial Room ExperienceThe Trial Room experience of customers at Jealous 21 exceeds the general perception by an astounding percentage.

Jealous 21 scores Rank 4 while the general importance given to trial room experience is only Rank 3

Billing Procedure

The billing experience of customers at Jealous 21 scored Rank 3.

It however overshot the general perception by 4.5%.

Parking

The Parking facilities at Jealous 21 stores is not good and scored Rank 1, whereas the general perception is Rank 3. However, the Cosmos Mall outlet scores highest on Parking and Brigade Road outlet, the least.

Summary

Summary

Overall Ranking

Jealous 21 scores an overall Rank of 3, i.e. Pretty cool in terms of the target customers, who are youth girls.

18.5% have ranked Jealous 21 as Pretty Cool(Rank 3), 11.5% as Superb(Rank 5), 10% as Damn Neat(Rank 4), 5.5% as Kinda Ok(Rank 1) and 4.5% as Not Bad(Rank 2).

The average ranking of Jealous 21 on various retail aspects is lower than the General Perception in most cases except with the customer profile of the stores. Even the Trial Room, Colour & lighting & Billing Procedures are almost at par with the general perception.

The Staff, Choice & Variety, and Parking facilities have higher correlation with the overall ranking of Jealous 21. This means that there is a strong relationship between the either variable with Overall ranking. However for factors such as Billing procedures and Other customers, there is a weak relationship with the overall ranking.

Regression• Equation for Staff and Overall Ranking

Overall Rank= (0.66) x Staff Ranking+1.43

y a b1 x1Overall Rank Constant Beta/Coefficient of x Staff

2.09 1.43 0.66 12.75 1.43 0.66 23.41 1.43 0.66 34.07 1.43 0.66 44.74 1.43 0.66 5

• Equation for Ambience and Overall Ranking

y a b1 x1Overall Rank Constant Beta/Coefficient of x Ambience

2.72 2.34 0.38 13.09 2.34 0.38 23.47 2.34 0.38 33.85 2.34 0.38 44.22 2.34 0.38 5

Overall Rank= (0.38) x Ambience Ranking +2.34

FINDINGS

RECOMMENDATIONS

CONCLUSION

In order to secure an overall high ranking for the Brand Jealous 21, each factor influencing the retail experience must be enhanced and a good rating or each of these factors must be aspired for.

Outcome of the study

Why I chose to do this Project…

THANK YOU