Nabhiraj Anagolkar Report

Chapter- 1
Introduction
1.1 Introduction:
Post-Graduation project is providing the Experience of industry with the help of this we can
learn to apply all the theoretical aspects and practical Knowledge in Company. This project
begins by getting the knowledge about the different brands, visual merchandising,
segmentation of customers, store layout, customer behaviour etc across the Belgaum.
The six weeks Internship project is undertaking at UNLIMITED FASHION STORE was
the amazing experience as well as educational experience. While doing this project I had
implemented all my theoretical knowledge, which I had learned in college. With help of this
project I have learned how the organization works in Professional manner.
During this internship I had come to know about Visual merchandising and process of
visual merchandising and organization had provided me great opportunity to work as visual
merchandise with the Unlimited Brand. I thank full to visual merchandisers of the store who
provided me this opportunity.
1.2 Industry profile

Retail marketing have occurred since ancient times. Retailing in India has been one of the
fastest growing sector which has moved through different stages. In nineteenth century
many franchise stores supported and come forward to shift their business from whole sale to
retail, the visual display of goods become necessary to attract the general consumer. The
sign design visual used in window display moved indoors. In the twentieth century the
artists Salvador Dali and Andy Warhol created window displays. Windows Clothing is a
community and database of visual merchandising from around the world. Visual
merchandising is established as science. Nowadays visual merchandising has become most
popular business of key tools of business promotion by which customers are attract and
increase in sales.
Now Retailing in India is one of the stakes of its Economy and one of the fastest growing
sector in the world with billions of people. India market has high difficulties in terms of a
wild geographic range and different consumer preference variable by each region
demanding a need for localization even within the geographical sectors. In India, after
agriculture the second largest sector is retail which provides the larger employment
1
workforce on the one hand retail sales are on the top of making new heights years after
years and on other hand traditional retailers(kirani stores) are getting more difficulties and
facing many challenges. Retail format is mixture of product rage, the manner of items
displays, promotions factors and the pricing.
Retail business are divided into two kinds that is turnover developing strategy means total
numbers of inventory sold per year and margin retail operations percentage of inventory
sold per year. The success of the retailing business is depend upon the two key parameters
The combination of different activities which are used to sales the products or services to
consumer and family consumption. Visual merchandising plays a very significant role in
attracting customers of different sectors to buy the goods. The essential changes are
increasing per capita income, increasing GDP, available of consumer finance. India present
a large market where there are many opportunity and increase the purchasing power. In
retail industry there are various challenges like Geographical single population, small ticket
size, complex distribution network etc and 90% of trade are been conducted through
self-determining local stores. The evaluation from the customer’s perspective should start
on the exterior and work complexly through the interior of the store.
The 70% Rule: the purchase decisions happen on the store floor according to the study
conducted in the US in 1995 this study was commenced by the point of purchase
advertising institute. It was also advanced that POP are important decision influencer.
More than seventy percent of brand purchases are made in store at supermarket and more
than seventy four percent are made in store at mass merchandisers.
1.3 Company profile
Exhibit 1.1: Company logo
2
UNLIMITED is the retail chain of Arvind life style limited India. It is a textile industry and
is globally recognized as the popular brand. Unlimited was established in the year 1994. It
is the Public limited company. . The main aim of the UNLIMTED is to provide influence
fashion at affordable price. Unlimited is an iconic brand from Arvind Group, which offers
many range of new trends in worldwide and Indian private label brands in all regions.
UNLIMITED open its Division branch at Belgaum on 4 April 2014, it is the most popular
clothing showroom in the Belgaum and it is number one store in Karnataka, which have
many more branches in all over India. UNLIMTED is the first and leading family store
which have verities of fashion Trends.
UNLIMITED offers more than 36 lakh customers across the globe with the good quality of
products and 81 stores with the fresh Fashion. The store has verities of selection Indian
brands and international brands. The territorial controlled by Unlimited in Belgaum is
13000sq.ft.
In addition UNLIMITED has the licenses of numerous brands from the various Nations to
sale there products to the customers. Today UNLIMITED is the most known and is the
bigger player in Retail line the across World, which has the system over 75 urban Areas/
towns of 150 stores in India. With no negotiation on value, completely humble for choice,
variety, quality and style at Unlimited. UNLIMTED has become one-stop shop purpose
that is investing and enhancing the lifestyle of the global value. Unlimited has progress and
added encouraged its Brand Range through its obtaining of the selective worldwide license
for India for brands like Cherokee America and Massimo New York, which are most
known brands.
ABOUT ARVIND LIFESTYLE BRAND LIMITED
Exhibit 1.2: Company logo
3
Arvind limited is a textile manufacturing industry and flagship company of the Lalbhai
group. The company was founded in 1931. Arvind is Public Limited Company. Arvind
limited headquarters are in Naroda, Ahmedabad, Gujarat India and it had its parts at Santej.
It is the largest company in the globe. Arvind limited manufactures various items like
Cotton shirting, denim, knits and bottom weight fabrics. It recently began with advance
materials division which are into technical textiles.
In the early 1890s, Managing Director started the makeover and Arvind limited is the first
textile Industry to brought Demin into National market, and thus the evolution of jeans
started in India. Arvind run into the three clothing and accessories retail stores namely
Arvid stores, Unlimited and Megamarts which are now many Branches into various region
in Country. Today Arvind Limited retails it has its own Brand name in the World as like the
Flying Machine, New port and Excalibur and also licensed into International Brands like
tommy Hilfiger Calvin, Klein etc which has connecting networks in International
companies.
HISTORY
1931- On 12th December company was incorporated and manufactures cotton textiles
products are sarees, dorias, shirting, printed lawns, coating etc. cloth ranging from 28 to 54
products.
1962- To get knowledge and manage about fabric for smooth drying, company deal an
agreement with Tootal Broadrurt lee.
1979- In april company marge with Ahmebabad Laxmi Cotton Mills, Co, Ltd.
1981- Sign an agreement for five years for providing the services of managerial and
technical services with Gaskiya Textile Mills Ltd, Nigeria. They setup textile mill looms of
174 Sulzer and 23976 spindles.
1983-Since 5th May 1983 Company started providing services to Gaskiya Textile Mills as
per Agreement for five years and order was placed and produced set of 865 KVA in
addition.
1987- Company took a decision to produce Denim cloths as modernization, and double
production of fabric to export in different countries.
On 31st march the Companies debenture were issues and preference shares of company
were canceled by the directive of high court of Gujrat.
1988- During this year they move in telecommunication and consumer electronics business,
an agreement with NCL for marketing of Arvind lifestyle Limited.
In this year Company also expand the Denim production for sixty thousand meters per day
4
for export it other counties.
1990- In this year company took decision and build up new unit with modern process of
production of Denim and fabric for both domestic and international market, Mills of
capacity of 25000 ring spindles and 60 looms.
1993- Company went into agreement with Lanffenmuhle of Germany to known technical
knowledge and how they produce more number of Denim with better Quality.
1994- Arvind limited was divided into three parts Textile, telecommunication and garments.
Telecom division innovated its technology for marketing garments brand of new name
Flying machine. Arvind limited Essar investment limited made contract jointly to merge
with Ahmedabad manufacturing Calico Pranging Company.
1995- During this year textile division was fallen down due to increase in the price of cotton.
Under the brand Ruf and Tuf garment launched its product.
1997- On 21st August 97 Arvind become the largest denim manufacturer in India and plan
to merge with Arvind Polycot another unit of Lalbhai Group. Adopts the new technology of
the franchisee system for brand Ruf and Tuf.
2002-On 20th November 2000 Company has been announced the BSE that Export Import
bank of India manger Mr. S. Sridhar and Mr. Balaji Swaminathan of ICICI bank limited are
appointed as the Bard of Directs. And some changes in the member.
2007- On 25th October 2007, Mr. V. K. Pandit was replaced and Mr. G. M. Yadwadkar was
appointed as General Manager as their Nominee Director of the Board in Ahmedabad.
2008- The name of the company was changed and by the Registrar of Ahmedabad company
issued certificate of incorporation. Name of company was changed from Arvind Mills to
AEVIND LIFESTYLE LIMITED.
2011- This year Company make new partnership with Tata Housing,
Acquisition with Birla Cellulose and PD Fiber Glass
Tommy Hilfiger make hand of partnership with company and expansion of Indian
business with International business.
2012- Arvind brought many company in India namely Iconic Surfwear Brand Billabong,
Debenhams, and Nautica.
2013- In this era they join venture with Iconix Brand Group and Reliance brands to bring
hardy brands in India, and come up with new Brand Name ARVIND LIFESTYLE CO
LIMITED.
2014- Arvind tie up with many companies in this year and brought in India;
- The children Place, American largest Retailer
5
- PVH Corp for Calvin Klein business in India
- Iconic American Retailer
- Launched Suits
2015- Company went into more success and receives an award of National Energy
conservation award. Even they are involved in Beauty and cosmetic segments with beauty
retailer Sephora.
Organization profile
Exhibit 1.3: Organization Profile
Ownership pattern
As the organization as many board of Directors upon which the management of

organization has to be functioned. The organization decisions are been taken by the
Directors of the Company. Arvind lifestyle limited India is running the three reputed Retail
stores namely Arvind store, UNLIMITED and Megamart.
6
Board of director- Arivind life style brand ltd
Exhibit 1.4: DIRECTOR- SANJAY LALBHAI
Sanjay Shrenik Lalbhai is an Indian Entrepreneur, Educationist and the Chairman and
Managing Director of Unlimited Arvind lifestyle Limited, because of his leadership Arvind
has grown into one of the largest Textile manufacturing Industry in India and largest Denim
Fabric manufactures in the world. Sanjay Lalbhai grew up in Gujarat and completed his
Education is from Gujarat University and Master’s Degree is undertaken from University of
Mumbai. He works on the Board of Adani Ports and Special Economic Zone. He is also the
Director of some Educations and Research Institute. Lalbhai is the President of Ahmedabad
University and Education Society, a member of council of the Physical Research
Laboratory
And the Chairman of Council of Administration of Ahmedabad Textile Industries Research
Association. He believes that taking the concern of the societal and giving benefits to the
customer is important to the business strategy.
Managing Director and Board Director
Exhibit 1.5: MANAGING DIRECTOR- J. Suresh
7
J. Suresh is the managing Director and the CEO of UNLIMTED Arvind Lifestyle Brands
Ltd, Suresh joined the company in 2005 September and from then company growth has
strengthening and retail portfolio of Arvind has been high growth in textile industry. His
Education is mechanical Engineer and MBA from IIM Bangalore. J. Suresh joined the
Hindustan Unilever limited when he was 18 years old and was member of Management
committee of beverage and food business. He is member of national council of retailers
Association of India.
Chief financial officer,
Exhibits 1.6 -CFO- Kannan
Kannan is a CFO in the Arvind lifestyle brands ltd he has spent 7 years in role of Chief
Financial Officer in Arvind Limited, Kannan has 23 years of experience as Chartered
Accountant in both National and International companies. He was the member of Hindustan
Unilever Limited for 12 years as financial department.
8
BOARD OF DIRECTORS
Exhibit 1.7: Board of directors
9
ORGANISATION STRUCTURE
Exhibits 1.8 - Organization structure
DEPARTMENT FUNCTIONS
 Marketing Department:
In Bangalore the Marketing activities are design and effectively planned by the zonal office,
and Unlimited store carry out some marketing strategy in market. In Limited store make
advertisement in market with pamphlets and through new papers.
Marketing is done through segmenting, targeting and positioning. Segmentation that is
division of market into Different segments which have different factors
10
SEGMENTING FACTORS:
 Demographical Factor
 Psychological Factor
 Geographical Factor
 Behavioral Factor
DEMOGRAPHICAL FACTOR:
From this factor department will analysis and understand the population whom to target
bases of age, gender, income, race.
Table 1.1 Demographic factor
Age 0 to 6months(new born

Babies)
2 to 8 age
8 to 14 age
16 to 60 age
Gender Female and Male
occupation Kids
College Youths
Employees
Income All
GEOGRAPHICAL FACTOR
This factor in market serve the strategy to target customers according to different preference
based on where the store is located. Involves in grouping the potential audience by state,
region, City.
Table 1.2: Geographical factor
Country India: State

City
Population
Climate
11
PSYCHOLOGICAL FACTOR:
Psychology of an Individual how they think, attitude and Beliefs of the customer,
perception of people towards the brand, and learn. This are the main factors of psychology
which company focuses on the customers.
Table 1.3: Psychological factor
Group class Middle class, Upper middle

class, Higher class
Behavior Different perception of customer,
Attitude of customer
Lifestyle
BEHAVIORAL FACTOR
In this segment consumer usually attracted by the benefit of products, discount on products
and there are some consumers who punchers only products only particular selected brands.
Table 1.4: Behavioral Factor
Occasion Festivals
Birthday
Summer holidays
Willingness Interested in brands,
Attitude
Determined to buy
Attitude Depend on discount,
Enthusiastic
TARGETING
Targeting is complete after segmenting of the market. Marketing department will identify
which customers should be targeted. Company usually targets in urban areas to college
going students, youngsters, office works, and women.
The market which are targeted on bases of social class: middle class, upper middle class and
higher class
12
POSITIONING
The position is the image of a brands in the mind of the customer that company wants to
make different concept and different identification from other brands from its market
competition.
 ADMINISTRATION
Abhishek Nayak is the store manager of Unlimted. Day to day operation is managed by the
store manager. Employees working under store report to the retail manger. Responsibilities
of store manager is to see that displays and presentation of store, customer service, control
the damage of products, selecting the employees, making the schedule for the work place,
his responsibilities are also to solve the problems and to handle the critical situations. The
manger is also responsible for hiring and giving the training, to give good supervision for
employees.
 CASH DEPARTMENT
This department deals with the cash counter which buying and selling of products are been
recorded transacted. Money which comes from selling the products and through this money
payment is done to employees or suppliers. There will be one finance head for all store in
region who is responsibility to take care of dealing with financial aspects. Payment can be
made from cash and even by E-payment facilities.
 VISUAL MERCHANDISE
The work of visual merchandiser is to displaying the products to attract customer attention.
This is purposely in the retail store to get more sales. The creativity, use of space and
knowledge of use of technology, lighting, displaying, color to attract customer. Some task
to be performed by the visual merchandiser are:
 Point of sale Display
 According to Seasons visual merchandiser will display the products
 Price vouchers
 Window installations
 Posters
13
 LOGISTIC
The logistic department responsibility is to checking whether the total Numbers of stock are
received the items which are orders or going to sells to the customers. Unlimited deals with
large number of products with systematic plan of receiving the goods until they get
delivered. After delivery of stock they are verified and send it to the particular department
and also scan the products with POS machine.
 CSD (CUSTERMER SERVICE DESK)

Customer service desk is the system if there is problems to customers they can approach the
concern person who can communicate and solve problems, this system is also called as a
support center. Company will ensure that expectation of consumer will solve quickly and
efficiently and they might satisfy. CSD helps for online service and office service in store.
1.4 VISION MISSION AND QULITY POLICY

 VISION :
To be loved Indian Retailer
 MISSION :
Customer First - we will do everything possible to consistently delight our customers.
Customer value - we will provide always unbeatable value in everything we provide.
Unlimited first - we will reach out to every Indian home.
 SERVICE MISSION :
We exist only because of our customers.
 QUALITY POLICY :
1. PASSION FOR EXCELLENCE: We shall have boundless energy to excel both
individually and as a team.
2. RESPECT- Everyone is an equal regardless of position.
3. INTEGRITY- we shall maintain integrity and honesty in all our actions.
4. CUSTIMER DELIGHT- We exist only because of our customer.
5 ENTREPRENEURSHIP- We will constantly challenge convention thinking.
14
1.5 PRODUCT PROFILE
Exhibits 1.9: Product profile
WOMEN BRANDS
KARIGARI :
Exhibits 1.10 Karigari

KARIGARI INDIA is Establish on 2013. It is an Indian Company which are listed in top
manufacturer and suppliers of sarees and salwar kameez in India. Karigari India company is
located in Navi Mumbai, Maharashtra India.
KARIGARI INDIA is listed as Trade India where offers verities of top Quality of printed
Kameez, Tussar Silk saris, Fancy Kurtas Silk dress at the most reasonable prices.
15
ANAHI
Exhibits 1.11 Anahi

Anahi Wears offers new trends and fancy outfits for ladies. This brand has many range in
log and short kurtas which are made from fabric like Cottons, Mixs and silk, ANAHI has
the latest fashion and which can be used for daily and occasion wears.
BRONZ
Exhibits 1.12 Bronz

Bronz Brand is brand which are readymade apparel for ladies and this brand is providing
good quality of Anarkalis, kurtis and maxis. Bronz are top most brands which are hands
deign crafts fashion wears.
ELLE STUDIO
Exhibits 1.13 Elle studio
16
Elle studio is mainly designed for modern ladies, they prefer fresh and comfortable apparels.
These brands usually design the cloths for party wears like one piece, plazo, and jumpsuit.
SUGR
Exhibits 1.14 Sugr

This brand manufactures western wears for women like track pants and T-shirts and scarf
etc this is famous brand of unlimited store which are available only in unlimited store.
KIDS BANDS
CHEORKEE
Exhibits 1.15 Cherokee

The Cherokee Company was established in 1973 and founder of Cherokee is James
Argyopoulos, this brand is an American based which is also known as in Apex global brand.
The company’s headquarter is located in Sherman Oaks, California. Cherokee brand is on
Digital Commerce in which brands are available in around 110 Countries in 12,000 retails.
This brands offers clothing for men and kids which has unique verities and stylish cloths.
DONUTS
Exhibits 1.16 Donuts

17
Donuts clothing brand is especially for babies. This brands provides the cloths from age 6 to
24 months and cloths are made by soft cotton fabric to provide maximum comfort to new
born babies and has printed designs.
MEN BRANDS
COLT
Exhibits 1.17 Colt

Colt clothing Company was established in the year 1992. This company targeted at
domestic retail segment and manufacture of all kinds of casual and formal apparel for Men.
The company is also manufacture and design work wear and uniform with highest Quality
standards.
RUGGERS
Exhibits 1.18 Ruggers
Brand Ruggers is situated in West Springfield, United states, the company is into retail
Industry. Victor Thomas is the President and chief executive officer of Ruggers. This
company are more on internet and mail order retail business. Company sells there products
directly to customers through internet, TV, or Mail orders. Ruggers sells apparel for men in
many range of products consumers and retail businesses.
18
EXCALIBUR
Exhibits 1.19 Excalibur

Excalibur Brands was approved in the year 2018 and presently it is one of the most famous
brand in Unlimited. Excalibur is exclusively for Men’s formals shirts, trousers which are
majorly attract by the youth with its comfort and trading style.
SECTIONS
TOYS SECTION
Exhibits 1.20 Toys section

Unlimited even sells toys in store where kid’s love which make them attracts. There are
many wonderful and colorful paying toys, bags and dolls in the shop. Good quality material
and verities of toys are available which make children to visit store again and again. Even
different kinds of charts to learn are available like alphabets, numbering, fruits, vegetables
charts, etc.
19
MENS WEAR
Exhibits 1.21 Men wear

This section is for men, in this section there are verities of men’s wear like shirts, T-shirt,
Jeans, Trousers, shorts and it includes standard Brands with different color and size.
FOOTWEAR
Exhibits 1.22 Foot wear

In this footwear section there are three parts for man woman and kinds, from small to big
size which gives comfort Shoes, sandals, boots, slippers
WOMEN WEAR
Exhibits 1.23 Women wear

This section is for female customer it consists various designed woman wears like tops,
Kurtis, jeans, fancy tops, T-shirts, fashion dresses.
20
ACCESSORIES
Exhibits 1.24 Accessories

In this section it includes different kinds of accessories which attracts more number of
woman.
KIDSWEAR
Exhibits 1.25 Kids wear

This section attracts kids with colorful and cartoon designed appeals like shirts, T-shirts,
long and short jeans, cotton shirts and pants etc.
1.6 AREAS OF OPERATION

Unlimited stores are fastest growing chain in the India, its main Headquarter is located in
Bangalore. The Unlimited stores branches are situated in Belgaum, Bangalore, Hubali and
some Branches are situated in others part in India. Currently company has around 90
Unlimited stores across 60 cities. Unlimited is very bullish on fast growing fashion market
and in past 18 years the company has added another 50 stores. 25 percent of Sales are been
contributed by the company currently and it is expected within three years to contribute one
third of its sales. The aim of the company to come up with 30-35 Unlimited stores and
targeting to become Rs. 2000crores by 2022.
Unlimited is the most latest value Fashion store by Arvind Fashion, which primary sells its
own brands such as Sugr, Colt, Ruggers, Anahi, Karigari.
21
1.7 INFRASTRUCTURE FACILITIES
Unlimited has single floor, the store area is buildup in 13,000 square feet and office is
placed at the ground floor. Unlimited store has music facilities.
 Canteen
 Air condition
 Packing
 Parking facilities
 Bathrooms
 Drinking water facility
 Ventilation hood
 Landline facilities
 Fire extinguisher
 E-Payment
1.8 COMPETITORS OF UNLIMITED

 MAX
 Reliance trends
 PANTALOONS
 Soch
1.9 SWOT ANALYSIS
Exhibits 1.26 SWOT Analysis
22
 STRENGTH
 Loyalty customers
 Strong brand equity
 Effective Promotion strategy
 Online growth
 Value for money
 People management
 Attractive window display of products
 Collaborate with many brands
 WEAKNESS
 Higher price
 Less profits due to over Inventory
 Due to city prospective store cannot be open Big store
 Website is outdated
 It is only meant for apparel
 Less number employees
 Limited number of offers
 OPPORTUNITY
 Maximal license brand
 Recruiting more number of employees
 Expansion in different countries
 More number of offers
 Growth in semi urban cities
 THREATS
 Online clothing store
 More number of competitors
 Economic slowdown
 Black market
23
1.10 FUTURE GROWTH
 Unlimited stores aim to reach in semi urban areas.
 Getting the license of different kinds of Brands.
 Establishing more stores in Domestic and International Countries
 Unlimited aims develop infrastructure
 To contribute the One third sales to Arvind lifestyle ltd
 Unlimited stores are is going to enter into the premium market segment
24
CHAPTER 2
CONCEPTUAL BACKGROUND AND LITERATURE REVIEW
2.1 THEORETICAL BACKGROUND OF THE STUDY

Consumer buying behaviour is process of emotion and mental of consumer which observe
and understands how consumer searching, purchasing and consumption of product and
service. As a consumer we all have uniqueness Pattern and process to purchase. This studies
shows how people differ products with other products, there choices while buying the
products, and reasons to buy and different people have different perception to buy products
and services. Unlimited store will use different kinds of marketing strategy to motivate
consumer by keeping different Pattern and trendy of clothing, foot wares, and toys to attract
consumers but it will depend on consumers where they purchase or not purchase the
products.
It is combination of different elements economic, psychology, anthropology, sociology and
socio-psychology. It also influence on the groups such as family, friends, reference and
society ground in general of consumer.
There are four types of consumer buying behavior:
 Complex buying behavior:
In our store many products have high price, verity of brands of cloths which makes
confusion and complexity to people to buy the products. This type of behaviour is highly
influence in purchasing and before invest people will think many times.
 Habitual buying behavior:

Few customer in our store will buy the same branded apparel every times when the visit.
Customer are not having strong brand loyalty but they are habitual Pattern.
 Dissonance- reducing buying behavior:

In unlimited store there are more than ten Brands and verities of apparels with different
types of designs and good quality of products which customer get difficulties to
determining brands, and worries whether they regret there choice later.
 Variety seeking behavior:

Many consumers company in shop where they buy different brands at different times when
they visit shop because they are not dissatisfy but they use verity of brands.
25
FACTORS AFFECTING COMSUMER BUYING BEHAVIOUR
1. SOCIAL FACTORS
2. PSYCHOLOGICAL FACTORS
3. PERSONAL FACTORS
4. CULTURE FACTORS
SOCIAL FACTORS:
Social factors that influence on individual behavior and group behavior to which individual
are aspires to belong. The important factors are family, status, reference group.
Example: family, friendship, educational setting, religion.
Reference group: it has some potential which changes or forming impact on a person
attitude and behavior. It influence of reference group on various products and brands will be
very high.
Family: behavior of buying of products is more influenced by their own family members.
Therefore market creates a role and make effect on whole family.
Roles and status: each and every person is different from each other and their roles, status
is depending upon lifestyle, color, group, organization etc.
PSYCHOLOGICAL FACTORS:
Psychological factors influence mental states of individual. It has four important factors
affects the buying behavior.
Motivation: everyone has different needs regarding purchasing products or brands such as
psychological need, therefore need become motive when person reinforces its actions
towards goal to purchase particular thing.
Perception: person interprets the information in his or her way to form a meaningful
picture or word.
Beliefs and Attitudes: consumer attitude or belief towards product or brands might be
negative or positive. Marketer makes their brands image more effective that affects
consumer interest towards their brand.
PERSONAL FACTORS:
Factors which affects individual consumption choice.
Age and life-cycle: market observe that individual choice will keeps on change with times
charge of goods and services. Life cycle will be having different stages which helps
26
marketers to develop perfect product and service for each stage like for children, youngest,
married couples, old age, etc.
Occupation: Person’s occupation or profession has impact on product consume. Now days
in society people are more concern about their status which is outcome of their material
success.
Life style: life style reflects our personality same as consumer buys products, which
recognized by persons activities and interest.
CULTURAL FACTORS:
Set of values and beliefs of group of individuals, factor which effects on personal buying
decision.
Culture: it is important factor and cause wants and behavior of person, they influence
people from different country to country, and analyzing of regions, group etc.
Subculture: marketers makes various groups by dividing those groups into small sub
groups like religion, geographic, racial groups etc.
Social culture: it is society relatively parameter which is division of similar kinds of values,
behavior and interest. It has various variables such as education, income level, occupation
etc.
2.2 LITERATURE REVIEW
SL NO. AUTHOR YEAR RESEARCH OUTCOME
1. Sikander Qalati, 2020 The main the aim of the study is to

Li yuan, Rana find mediating role of buying
Hussain behaviour. The study found that it is
direct relationship with price and
consumer satisfaction, and positive
mediating relation between price,
buying behaviour and satisfaction.
2 Anupam sharma, 2020 The coronavirus has tragedy across
Deepika Jhamb the World and it affects millions of
27
people’s lives. Every sphere has
affected and impact buying
behaviour by pandemic. With
unexpected lockdown has impacted
Indian online shopping and highly
market trends. Due to corona virus
influence Consumers towards
brands and online shopping tools.
The aim of paper is to reflect the
issues on market. The study says
that products from toilets tissues to
baby gear pet food and many more
daily essentials are impact of the
epidemic. 46% of users says social
networking are important for
influencing consumers for
information sharing and choices the
products. Results shows online
marketing and shopping will be stay
for long team it will go back to
normal.
3 Haneffa Muchlis 2020 The main aim of paper is to assess
Gazali the factors affecting Trigger Panic
buying behaviour of consumers.
Results show the main five factor
that more affects buying behaviour
such as price, availability of
products, herd behaviour, anxiety
sensitivity and social media
exposure.
4 B. Chukwu, E. 2019 The study was undertaken on impact

Kanu, A.N. on consumer buying behavior in
Ezeabogu Enugu State Nigeria. Most of the
28
organization in Nigeria put more
effective Advertising media on their
products and services. Company do
not see how much they are spending
part of amount to promote and
influence consumers. The research
find out the relation between the
independent variable emotional
responses, response towards the
brands of consumers, brand
awareness sensor stimulate
advertising and dependent variable.
5. Marie Slaba 2019 Every business has crucial part
when it comes to understand the
buying behaviour activities of
consumers. There are many
characteristics of buying behaviour
which has positive and negative
impact on it. Consumer buying
behaviour have important influence
on personal and socio- demographic
characteristics like age, occupation,
price and many more. the main
object of study is to focus more
attitude towards price and age factor
influence behaviour.
6 Amron 2018 The aim of the paper is to test the
buying behaviour decision on MPV
cars. The research suggests various
independent variable such as brand
image, brand trust, product Quality,
and price and dependent variable is
buying decision. The study says
among four variables price is one
29
which influenced consumer buying
decision. The study suggests that
company should focus more to
quality product at competitive price
other than to improve brand image
or brand trust.
7. Ludmila Banderia, 2018 The purpose of paper is to see how
Claudio store atmosphere influence
Damacena, Marc consumers positive emotional
Knoppe responses and impulsive behaviour.
results tells most of the factors that
affect atmosphere are music,
environment, layout this factor
influence more to the customers at
store in Brazil
8 Laura Aragoncillo 2018 The researcher talks about online
and Carlos Orus and offline shopping, which channel
is leading high. Results tells that
according to consumer survey most
of the consumer uses online
shopping mood.
9 J.S.Kumar 2017 Researcher focuses on how
physiological of color influence
consumer buying behaviour. It is
powerful in market, where
marketers needs to understand how
to play with colors to attract the
consumer. Selecting color is huge
impact on sales of the products.
10 Silvia Bellini, 2017 The researcher tells due to economic

Maria Grazia crisis and improvement in digital
30
Cardinali, techniques have significant change
Benedetta Grandi in habit of buying the products in
grocery stores. The purpose of
determining the search for
impulsive buying behaviour in
grocery store in context of planning
and prepare to buy shopping.
11 Rizky Ajara 2017 This study shows how consumers
influence and motivate to buy the
online virtual goods of online
games. The sampling technique was
use because to meet the study
accordance of respondents. It
represents two variables that are
product buying motives and
patronage motives. Results
recommended to develop and
improve the games model of virtual
online games
12 Anupum Singh 2017 Study on actual buying on organic
and priyanka food products. Consumers are
Verma switching more too organic food
than conventional food and pay
premium price. To get information
survey was conducted for around
630 consumers of India. As results
provides though four factors are
Healthy food, price, subjective
norms and knowledge. 5 Factors
influence consumer buying
behaviour.
13 Jung, Joowon 2017 Impact on study on impulsivity and
compulsivity to motive buying
behaviour. The results says more
31
than men, woman are motivated and
influence on compulsive behaviour.
14 Csilla Horvath, 2017 the paper tells the relate between
Feray Adiguzel compulsive buying and hedonic
shopping motive the survey was
conducted with 520 for females, and
results shows hedonic shopping are
more important than compulsive
buying and two key drivers are
gratification and idea shopping
15 N Ramya and Dr. 2016 Author focus on factors affecting
SA Mohamed Ali consumer buying behaviour. The
researcher tells how individual
influence to make purchase
decision, which retail stores they
will be going, consumer buying
habits, more preference towards
brands. Consumers are influenced
by social, cultural, sub-culture and
personal factors. By understanding
those factors marketers have to
improve brand strategy, effective
advertisement and need of ways to
target consumers.
16 Umair Akram, 2016 The study explore the relationship

Muhammad between the two variables store
Kaleem Khan, atmospheric and impulse buying
Muhammad behaviour. It also explain how
Hashim and demographic factors (age,
Shahid Rasheed. education, gender) affects buying
behaviour of people n store
atmosphere.
17 Dr. G. 2015 The research was to explore the
32
Yoganandan relationship between the variable of
books that affects consumer
behaviour. The sample size to
conduct survey was 310 and
questionnaire was distributed to the
people living in Erode City. The
outcome of the study is there
important relation between the
occupation and amount of books
spend.
18 Jusuf Zekiri 2015 The main objective of the study is to
identify buying behaviour factor
effects due to packaging, and
success of brand. The research will
identify relationship between one
main variable is behaviour of
consumer and independent variable
that is color, size, material of
package, package information etc.
19 Nasreen khan, Lai 2015 Study on impulsive buying
Hui Hui, Hong behaviour on Y generation Fashion
Yong Hoe Retail. Researcher says that it is
Goble market because many people
are interested in this market and
highly likely to impulsive buying
behaviour. The main aim to study
the factors of dimension and get
results in simultaneous behaviour.
33
20 S. George, K. S. 2015 In India festival seasons are main
Chandrasekar buying period where almost 45 to
50% are been sale especially for
durable goods. In festival all
segments existed in market with
different religions, castes, race,
subcultures with regard to buying
motives, consumption and buying
behaviour of consumers. The main
object of study is to understand the
dimensions and segment the durable
market in festival.
Table 2.1 Literature review
34
Chapter - 3
Research Design
3.1 Problem statement

“The research study is conducted to analyze the reason for decrease in sales of the unlimited
fashion store”
3.2 Need for study

 Need to know which type of toys are liked by kids.
 Need to know competitor`s strategy to sell the toys.
3.3 Objectives
 To study the buying motives of the consumer in unlimited store.
 To know the factors which are affecting to the consumer behavior while purchasing.
3.4 Scope of the study

 It helps to understand the consumer buying behavior and consumer`s motives of the
purchases in the store.
 This study helps unlimited store to understand the purchase motives.
3.5 Research methodology
Table 3.1- Research methodology
Primary data Structured questionnaire

Secondary data The information is provided by the store
Analytical tool MS excel
Sample unit Consumers of the store
Sample size 150 Respondents
35
3.6 Hypotheses
 H01:- Buying behavior do not have an impact on motives
 H12:-Buying behavior has an impact on motives.
3.7 Limitation
 The area of the study is restricted to belgaum.
 The study is restricted only to the unlimited store.
 This study is only limited to the consumers of the store.
3.8 Chapter scheme

Chapter- 1: Introduction
It includes - Introduction, Industry profile, Organization profile, History of company, vision
mission and quality policy ownership pattern, board of directors, competitors, Infrastructure
facilities, Areas of operation, Product profile, Sections of store, organization structure,
department function, SWOT analysis and future growth.
Chapter:- 2: Conceptual background and Literature review

It includes- Theoretical background of the study, Literature review.
Chapter:- 3: Research design

It includes- Problem statement, need for study, objectives, scope of the study,research
methodology, hypotheses, limitation, chapter scheme.
Chapter:- 4:- Analysis and interpretation

It includes- data analysis and interpretation of the study.
Chapter:- 5: Findings, Conclusion and suggestions.

It includes- summary of findings, conclusion and suggestions which helps to solve the problems
of the store.
36
Chapter - 4
ANALYSIS AND INTERPRETATION
4.1 Personal Information
4.1.1 Gender
4.1 Table is representing genders of the consumers
Gender No of respondent Percentage
Male 86 57%
Female 64 43%
Total 150 100
Figure 4.1 Graphical representation of consumers gender
Interpretation
Figure no. 4.1 the highest number of people who visit the store are male i.e. 57% as compared to
the female visitors i.e. 43%
37
4.1.2 Age group
4.2 Table is representing age group of the consumers
Age Group No of respondents Percentage
22-28 68 45%
29-35 40 27%
36-45 27 18%
46-above 15 10%
Total 150 100
Figure 4.2 Graphical representation of consumers age group
Interpretation
Figure no. 4.2 shows that 45% of respondents belongs to the age group of 22-28 who visits
regularly to the store as compare to others respondents who belongs to the age group of 29-35,
36-45, 46-above.
38
4.1.3 Occupation
4.3 Table is representing occupation of the consumers
Occupation No of respondents Percentage
Student 65 43%
Profession 34 23%
Business 35 23%
Home maker 16 11%
Total 150 100
Figure 4.3 Graphical representation of consumers Occupation
Interpretation
Figure no. 4.3 shows that Maximum no of students who visit store compare to other occupation like
profession business and home maker.
39
4.1.4 Income of consumers
4.4 Table is representing income of the consumers
Income No of respondent Percentage
0-50000 52 35%
50000-100000 51 34%
100000-200000 33 22%
200000-above 14 9%
Total 150 100
Figure 4.4 Graphical representation income of the consumers
Interpretation
Figure no. 4.4 represent that the consumers who have the monthly income of 0-50000,50000-100000,
visits regularly to the store.
40
Part-B
4.2 Question based on consumer buying behavior
4.2.1 Individuals responses towards visiting the unlimited fashion store.
4.5 Table is representing income of the consumers
Options No of respondent Percentage
Yes 131 87%
No 19 13%
Total 150 100
Figure 4.5 Graphical representation income of the consumers
Interpretation
Figure no. 4.5 shows that the Majority of consumers visit unlimited fashion store. Whereas a
few consumers are not visiting the unlimited fashion store. The main reason is the price of the
clothes are high as compare to other store.
41
4.2.2 Individuals responses towards main factor for purchasing in unlimited store
4.6 Table is representing main factor for purchasing in unlimited store

Convenience of the store 32 21%
Purchasing in bulk quantity 34 23%
Offers 45 30%
Services of the store 26 17%
Accessibility 13 9%
Total 150 100
Figure 4.6 Graphical representation of main factor for purchasing in unlimited store
Interpretation
Figure no. 4.6 represents that the 30% of the majority of consumers main factor to visit the store
for purchasing is the offers provided by the store as compared to the accessibility of the store i.e.
only 9%
42
4.2.3 Individuals responses towards the pattern of clothes at unlimited store
4.7 Table is representing the pattern of clothes at unlimited store

Strongly Agree
45 30%
Agree
50 33%
Neutral
23 15%
Disagree
25 17%
Strongly Disagree
7 5%
Total 150 100
Figure 4.7 Graphical representation of the pattern of clothes at unlimited store
Interpretation
As per the Figure no. 4.7 it explains that 33% of consumers agreed with above statement, and
only 5% of consumers were disagreed with this statement, it means more number of consumers
like the pattern of the clothes at unlimited store.
43
4.2.4 Individuals responses towards things while buying the clothes.
4.8 Table is representing responses towards things while buying the clothes.

Brands
50 33%
Patterns
41 27%
Discount
31 21%
Age group
16 11%
Sizes
12 8%
Total 150 100
Figure 4.8 Graphical representation of responses towards

things while buying the clothes.
Interpretation
Figure no. 4.8 explains that 33% of consumers pay attention on the brands of clothes while
buying, compared to the sizes of the clothes i.e.8% because the consumers of the unlimited store
prefer branded clothes.
44
4.2.5 Individuals responses towards the preference to purchase in unlimited fashion store.
4.9 Table is representing responses towards the preference to purchase

in unlimited fashion store.
Particulars No of respondent Percentage

During offers
50 33%
During festive season
52 35%
During new pattern of stock
26 17%
When needed
22 15%
Total 150 100
Figure 4.9 Graphical representation of responses towards s

the preference to purchase in unlimited fashion store.
Interpretation
The Figure no. 4.9 shows that maximum number of consumers prefer to buy the clothes during
the festive season and during offers , whereas other segment of consumers prefer to buy the
clothes during new arrival of stock and when they required. Because during festive season
unlimited store provides different kinds of offers to the consumers.
45
4.2.6 Individuals responses towards the minimum amount they spend while purchase
4.10 Table is representing responses towards the minimum amount
they spend while purchase

Below 500 Rs/-
33 22%
500-1000Rs/-
56 37%
1000-5000Rs/-
34 23%
5000-10000Rs/-
17 11%
Above-10000Rs/-
10 7%
Total 150 100
Figure 4.10 Graphical representation of responses towards the minimum

amount they spend while purchase.
Interpretation
Figure no. 4.10 represents that 35% of consumers spend 500-1000Rs/- while buying the clothes
as compared to the other range group. Because maximum number of consumers are price
sensitive.
46
4.2.7 Individuals responses towards purchasing online from the website of the store.
4.11 Table is representing responses towards purchasing online

from the website of the store

Never
39 26%
Once
46 31%
Twice
32 21%
Thrice
23 15%
More than thrice
10 7%
Total 150 100
Figure 4.11 Graphical representation of responses towards purchasing

online from the website of the store
Interpretation
As per the Figure no. 4.11 it shows that majority of consumers purchased once from the website
of the store. Because maximum number of consumer believe that offline shopping is better.
47
4.2.8 Individuals responses towards quality of the clothes at unlimited store
4.12 Table is representing responses towards quality of the clothes at unlimited store

Excellent
39 26%
Very good
55 37%
Good
22 15%
Satisfactory
23 15%
Poor
11 7%
Total 150 100
Figure 4.12 Graphical representation of responses towards quality of the

clothes at unlimited store
Interpretation
Figure no. 4.12 shows that majority of consumers felt that quality of clothes is good and rest
were neutral.which means unlimited fashion store providing good quality of clothes.
48
4.2.9 Individuals responses towards time spent by consumers in store.
4.13 Table is representing responses towards time spent by consumers in store.

Less than 1 hour
47 31%
1 hour
54 36%
2 hour
37 25%
More than 2 hour
12 8%
Total 150 100
Figure 4.13 Graphical representation of responses towards time spent by

consumers in store
Interpretation
Figure no. 4.13 represents 36% of the consumers spend 2 hours of their time in the store and
only 8% of the consumers spend more than 2 hours in the unlimited store
49
4.2.10 Individuals responses towards reason for selecting unlimited store for purchasing
clothes
4.14 Table is representing responses towards reason for selecting
unlimited store for purchasing clothes
\
Discount
51 34%
Brands
50 33%
Sizes
33 22%
Accessibility
16 11%
Total 150 100
Figure 4.14 Graphical representation of responses towards time

spent by consumers in store
Interpretation
Figure no.4.14 represents 22% of the consumers select to purchase the clothes in unlimited store
due to the availability of the sizes as compared to the accessibility i.e.7%
50
4.2.11 Individuals responses towards method of purchasing clothes
4.15 Table is representing responses towards method of purchasing clothes

Online purchase
76 51%
In store purchase
74 49%
Total 150 100
Figure 4.15 Graphical representation of responses Towards

method of purchasing clothes
Interpretation
Above Figure no.4.15 shows that maximum number of consumers prefer to shop the clothes in
online method and few consumers prefer to purchase by visiting to store, the main reason is in
online method store provide more offers and discounts rather than in store purchase.
51
4.2.12 Individuals responses towards suggesting the clothes to friends and family.
4.16 Table is representing responses towards suggesting the clothes to friends and family.

Strongly Agree
42 28%
Agree
56 37%
Neutral
29 19%
Disagree
16 11%
Strongly Disagree
7 5%
Total 150 100
Figure 4.16 Graphical representation of responses towards suggesting

the clothes to friends and family
Interpretation
Figure no. 4.16 shows 37% of consumers agree with the above statement and like to suggest
their families and friends to visit the store to purchase the clothes, main reason is the discounts
and offers which attracting maximum number of consumers.
52
4.2.13 Individuals responses towards the statement of I am an unplanned buyer.
4.17 Table is representing responses towards the statement of I am an unplanned buyer.

Strongly Agree
43 29%
Agree
43 29%
Neutral
32 21%
Disagree
25 17%
Strongly Disagree
7 5%
Total 150 100
Figure 4.17 Graphical representation responses towards the statement of

I am an unplanned buyer.
Interpretation
Figure no. 4.17 represents that 29% of consumers strongly agree that they are unplanned buyer
and some of the consumers strongly disagree with it.
53
4.2.14 .Individuals responses towards the trust of consumers at the brands of unlimited
store.
4.18 Table is representing responses towards the trust of consumers at

the brands of unlimited store.

Strongly Agree
42 28%
Agree
65 43%
Neutral
21 14%
Disagree
11 7%
Strongly Disagree
11 7%
Total 150 100
Figure 4.18 Graphical representation responses towards the trust of

consumers at the brands of unlimited store.
Interpretation
Figure no. 4.18 represents that 28% of consumers strongly agree that the brands of unlimited
store are good and only 7%of the consumers strongly disagree with it.
54
4.3 Question based on consumer Buying Motives
4.3.1 Individuals responses towards the influences on consumers buying decision.
4.19 Table is representing responses towards the influences on consumers buying decision

Family
56 37%
Friends
54 36%
Relatives
18 12%
Colleague
13 9%
No one
9 6%
Total 150 100
Figure 4.19 Graphical representation responses towards the

influences on consumers buying decisions
Interpretation
Figure no. 4.19 shows that 37% of consumers are influenced by their family members to
purchase the clothes as compared to others.
55
4.3.2 Individuals responses towards the statement that quality of clothes is the important
factors while buying clothes
4.20 Table is representing responses towards quality of clothes is the important factors
while buying clothes

Strongly Agree
47 31%
Agree
56 37%
Neutral
21 14%
Disagree
17 11%
Strongly Disagree
9 6%
Total 150 100
Figure 4.20 Graphical representation responses towards quality of clothes is

the important factors while buying clothes
Interpretation
Figure no. 4.20 represents that 37% of the consumers are agreed with the above statement and it
represents that the quality of the clothes are good in unlimited store.
56
4.3.3 Individuals responses towards the return policy of the clothes
4.21 Table is representing responses towards the return policy of the clothes

Strongly Agree
42 28%
Agree
58 39%
Neutral
21 14%
Disagree
20 13%
Strongly Disagree
9 6%
Total 150 100
Figure 4.21 Graphical representation responses towards the return

policy of the clothes
Interpretation
Figure no. 4.21 represents 39% of consumers agree with the statement that return policy is the
main important factor and 6% of consumers felt that it is not an important factor.
57
4.3.4 Individuals responses towards attractive presentation of clothes in the unlimited store
4.22 Table is representing responses towards attractive presentation of clothes in the

unlimited store

Strongly Agree
42 28%
Agree
50 33%
Neutral
30 20%
Disagree
21 14%
Strongly Disagree
7 5%
Total 150 100
Figure 4.22 Graphical representation responses towards attractive presentation

of clothes in the unlimited store
Interpretation
Figure no.4.22 represents 33% of consumers agree that they visit the store due to attractive
presentation of clothes and 5% of consumers disagree with it.
58
4.3.5 Individuals responses towards the statement that In the unlimited fashion store
lighting and music enhance the shopping experience
4.23 Table is representing responses towards the statement that In the unlimited fashion
store lighting and music enhance the shopping experience

Strongly Agree
41 27%
Agree
46 31%
Neutral
27 18%
Disagree
23 15%
Strongly Disagree
13 9%
Total 150 100
Figure 4.23 Graphical representation responses towards the statement that In

the unlimited fashion store lighting and music enhance the shopping experience
Interpretation
Figure no. 4.23 represents 31% of consumers agree and felt that the lighting and music will
enhance the shopping experience which means store is attracting more consumers with help of
the lighting and music and 9% of consumers strongly disagree with it.
59
4.3.6 Individuals responses towards rating for presentation of clothes
4.24 Table is representing responses towards rating for presentation of clothes

Very good
33 22%
Good
58 39%
Average
29 19%
Poor
23 15%
Very Poor
7 5%
Total 150 100
Figure 4.24 Graphical representation responses towards rating for

presentation of clothes
Interpretation
Figure no. 4.24 show that 39% of consumers felt that the presentation of clothes in the store is
good and 5% of the consumers think it’s very poor.
60
4.3.7 Individuals responses towards the clear informed price of clothes
4.25 Table is representing responses towards the clear informed price of clothes

Strongly Agree
35 23%
Agree
47 31%
Neutral
30 20%
Disagree
28 19%
Strongly Disagree
10 7%
Total 150 100
Figure 4.25 Graphical representation responses towards the clear

informed price of clothes
Interpretation
Figure 4.25 shows that maximum number of consumers felt that clear informed price is helpful
while purchasing the clothes and few consumers are not agreed with this statement.
61
4.3.8 Individuals responses towards experience of shopping at unlimited shop
4.26 Table is representing responses towards experience of shopping at unlimited shop

Strongly Agree
41 27%
Agree
49 33%
Neutral
35 23%
Disagree
20 13%
Strongly Disagree
05 3%
Total 150 100
Figure 4.26 Graphical representation responses towards experience of

shopping at unlimited shop
Interpretation
Figure 4.26 shows that 33% of consumers agree that the experience in the store was very good
and 3% of the consumer strongly disagree with it.
62
4.3.9 Individuals responses towards influences to purchase the clothes in unlimited store
4.27 Table is representing responses towards influences to purchase the clothes in

unlimited store

Atmosphere of store
38 25%
Service provided by store
38 25%
Variety
42 28%
Colour
24 16%
Price
08 5%
Total 150 100
Figure 4.27 Graphical representation responses towards influences to purchase

the clothes in unlimited store
Interpretation
Figure no. 4.27 represents that 28% of consumer’s main influence for shopping is the variety
and 5% consumer response to the price.
63
4.3.10 Individuals responses towards parking facility of the unlimited store
4.28 Table is representing responses towards parking facility of the unlimited store

Strongly Agree
32 21%
Agree
45 30%
Neutral
36 24%
Disagree
26 17%
Strongly Disagree
11 7%
Total 150 100
Figure 4.28 Graphical representation responses towards parking

facility of the unlimited store
Interpretation
Figure 4.28 shows that 30% of consumer give positive response for parking facility and felt that
there is a sufficient place for parking which means the store is providing sufficient place for park
the vehicle of consumers and 7% of consumers strongly disagree with it.
64
4.3.11 Individuals responses towards offer which the consumers would like get in the store.
SL No Suggestion SL No Suggestion
1 buy 1 get 2 76 Lucky sale
2 buy 2 get 5 77 Discount
3 cash back 78 Discount
4 lucky draws 79 Lucky draw
5 cash back offer 80 Discount
6 discount offers 81 Discount
7 buy one get one free 82 Membership
9 loyal consumer programs 84 Discount
11 buy one get two free 86 Discount
12 online coupons 87 Discount
13 MORE OFFERS 88 Flash coupons
15 Membership card 90 Discount
17 Discount card 92 Discount
19 flash sales 94 Discount
21 75% discount 96 Cash prize
22 exchange offers 97 buy 1 get 3
23 Cash back 98 Discount
24 buy two get five free 99 Discount offers
25 Buy 2 get 5 100 75% off
26 Prizes 101 World trip
27 exchange offers 102 buy 2 get 5
28 buy one get one free 103 Buy one get one free
29 buy 1 get 2 104 cash back
30 Cash back 105 Buy 1 get 5
31 Lucky Draw 106 Cash back
32 buy 1 get 3 107 Buy one get one free
33 Discount 108 Discount
34 cash back 109 More offers
35 Buy 1 get 3 110 50% off
36 1 buy get 3 111 Discount couple
37 cash back 112 cash back
38 buy 1 get 3 113 buy 2 get 5
39 cash back 114 Buy 2 get 6
65
40 Buy 1 get 2 115 Lucky draw
There should be a discount
coupon on purchase of certain
42 Discount coupon 117 amount
43 Buy one get one free 118 Buy 1 get 2
44 Buy two get one free 119 buy 1 get 4
45 Lucky draw 120 cash back
46 Buy 3 get 1 free 121 Cards
47 Membership card 122 Discount cards
48 Discount coupon 123 Buy 2 get 4
49 Member 124 buy 4 get 8
50 Lucky coupon 125 member couple
51 Free materials 126 discount
52 Costumer care 127 cash back
53 Membership card 128 Cash back.
54 Lucky draw 129 cash back
55 Discount 130 Discount
56 Buy one get 2 free 131 Discount
57 Lucky 132 cash prize
58 Buy one get free 133 flash sales
59 Membership coupons 134 coupons
60 Coupons 135 cash prize
61 Lucky coupons 136 lotry
62 Discount 137 cash prize
63 Buy one get two free 138 buy one get five free
64 Coupons 139 buy two get four free
65 Flash sale 140 Lotry prize
66 Discount coupon 141 buy 1 get 5 free
67 Discount sale 142 flash sales
68 Lucky draw 143 home delivery
69 Flash sale 144 Gift Vouchers.
70 World tour coupon 145 Student Discounts.
71 Offers 146 Free Delivery.
72 Traveling coupon 147 Gift Vouchers.
73 Sale 148 LOYALTY POINTS
74 Flash sale 149 GIFT CARDS
75 Discount 150 Flash sales
4.29 Table is representing suggestion of consumers
Interpretation
These are the suggestions given by the consumers which means the store needs to implement
these suggestion given by the consumers.
66
4.4 Testing of hypothesis
H01:- Buying behavior do not have an impact on motives

H12:-Buying behavior has an impact on motives.
Regression
Statistics
Multiple R 0.78144581
R Square 0.61065755
Adjusted R Square 0.60802686
Standard Error 0.53962959
Observations 150
ANOVA
df SS MS F Significance F
Regression 1 67.59571945 67.59571945 232.1280827 4.03552E-32
Residual 148 43.09761388 0.291200094
Total 149 110.6933333
Coefficien Standard Upper Lower Upper

ts Error t Stat P-value Lower 95% 95% 95.0% 95.0%
Intercept 0.331887 0.14437841 2.298731478 0.022919958 0.046577778 0.61719 0.04657777 0.617196

Consumer
buying
behavior 0.937960 0.06156316 15.23575015 4.03552E-32 0.816304607 1.05961 0.81630460 1.059617
Interpretation
P value is 4.03552E-32 which is more than 0.5% which is indicating that H0 is accepted which
means Buying behaviour do not have an impact on motives.
67
Chapter - 5
Suggestion, Conclusion, findings
5.1 Findings
 From the study it found that 45% of respondents belong to the age group of 22-28, 27% of
respondents belong to the age group of 29-35, 18% of respondents belong to the age group
of 36-45, 10% of respondents belong to the age group of 46-above, this study explains that
people with age group of 22-28 visit regularly to the store.
 From the study it found that 57% of respondent are male and 43% of respondent are female,
this study explains that maximum number of consumers are male who visit regularly to the
store.
 From the study it found that 43% of respondents belong to the student and 23% of
respondents belong to the professional and 23% of respondents belong to the businessmen
and 11% of respondents belong to the homemaker, this study explains that maximum
number of consumers are students who visit regularly to the store.
 From the study it found that 35% of respondents have monthly income of 0-50000 and 34%
of respondents have monthly income of 50000-100000 income, 22% of respondents have
monthly income of 100000-200000 and 9% of respondents have monthly income of
200000-above this study explains that the people who have the monthly income of 0-50000
visits regularly to the store.
 From the study it found that 87% of respondents are visited the store, and 13% of
respondents are not visited the store this study explains that maximum number of people
have visited to store.
 From the study it found that 21% of respondents have chosen Convenience of the store,
23% of respondents have chosen the Purchasing in bulk quantity, 30% of respondents have
chosen the Offers, 17% of respondents have chosen the Services of the store, 9% of
respondents have chosen the Accessibility, this study explains that maximum number of
people believe that main factor of purchasing is the offers of the store.
 From the study it found that 30% of respondents are strongly agreed, 33% of respondents
are Agreed, 15% of respondents are Neutral, 17% of respondents are Disagreed, 5% of
respondents are Strongly Disagreed with the statement, this study explains that maximum
number of people like the patterns of clothes at unlimited store.
68
 From the study, it found that 33% of respondents are looking at the Brands of the clothes,
27% of respondents are looking at the Patterns of the clothes and 21% of respondents are
looking at the Discounts on the clothes while purchasing the clothes, 11% of respondents
are looking at the Age group while purchasing the clothes, and 8% of respondents are
looking at the Sizes of the clothes while purchasing, this study explains that big segment of
people will look the brands while purchase.
 From the study, it found that 33% of respondents are visiting the store During offers, 35%
of respondents are visiting the store During festive season, 17% of respondents are visiting
the store During new pattern of stock, 15% of respondents are visiting the store as per
requirement, this study explains that people would like to visit more to store during festive
season.
 From the study, it found that 22% of respondents spend Below 500 Rs/- on shopping, 37%
of respondents spend 500-1000Rs/- on shopping, 23% of respondents spend 1000-5000Rs/-
on shopping, 11% of respondents spend 5000-10000Rs/- on shopping, 7% of respondents
spend Above-10000Rs/- on shopping, this study explains that maximum number of people
spend 500-1000Rs/- in the store.
 From the study, it found that 26% of respondents never purchased the clothes from the
website of unlimited fashion store, 31% of respondents purchased the clothes once from the
website of unlimited fashion store, 21% of respondents purchased the clothes twice from the
website of unlimited fashion store, 15% of respondents purchased the clothes thrice from
the website of unlimited fashion store, 7% of respondents purchased the clothes more than
thrice from the website of unlimited fashion store, this research explains that people
purchased once from the website so the company needs to develop the website.
 From the study, it found that 26% of respondents are given responses for excellent, 37% of
respondents are given responses for very good, 15% of respondents are given responses for
good , 15% of respondents are given responses for Satisfactory, 7% of respondents are
given responses for poor, this research explains that people given more response for good
quality and store needs to improve in the quality of clothes.
 From the study, it found that 31% of respondents spent Less than 1 hour, 36% of
respondents spent 1 hour, 25% of respondents spent 2 hour, 8% of respondents spent more
than 2 hour, this research explains that maximum number of people spent only 1 hour so the
store needs to bring maximum numbers of brands so consumers spent more time in store.
69
 From the study, it found that 34% of respondents are selected the unlimited store for the
Discounts, 33% of respondents are selected the unlimited store for the Brands, 22% of
respondents are selected the unlimited store for the sizes, 11% of respondents are selected
the unlimited store for the Accessibility.this research explains that maximum number of
people select the unlimited store because of the discounts of the store.
 From the study, it found that 51% of respondents are prefer for purchase of clothes online
purchase and 49% of respondents are prefer for purchase of clothes in store purchase, this
study explains that more number of people like to purchase through the website.
 From the study, it found that 28% of respondents are strongly agreed, 37% of respondents
respondents are Strongly Disagreed with the statement, this research explains that big
segment of respondents are suggesting the unlimited store to friends and relatives.
respondents are Strongly Disagreed with the statement, this research explains that most of
the consumers are unplanned buyers.
the consumers are trust the brands of unlimited store, so the store needs to maintain that
trust of people
 From the study, it found that 37% of respondents believe that family influence buying
decisions, 36% of respondents believe that friends are influencing buying decisions, 12% of
respondents believe that Relatives are influencing buying decisions 9% of respondents
believe that Colleague influencing buying decisions , 6% of respondents believe that no one
influencing buying decisions, this research explains that the consumers buying decision is
influenced by family.
respondents are Strongly Disagreed with the statement, this research explains that maximum
number of people believe the quality of clothes is important while purchasing.
70
number of consumers believe that return policy of the clothes also important factors.
respondents are Strongly Disagreed with the statement, this research explains that big
segment of people visit the store because of the presentation of the clothes, so the store
needs to maintain attractiveness of the presentation of the stock.
number of people believe that music and lighting of the store is enhancing the shopping
experience.
 From the study, it found that 22% of respondents feel that presentation of the store is very
good, 39% of respondents feel that presentation of the store is good, 19% of respondents
feel that presentation of the store is average, 15% of respondents feel that presentation of
the store is poor, 5% of respondents feel that presentation of the store is very poor, this
research explains that the big segment of consumer like the presentation of the store.
number of consumers believe that clear informed price is useful while purchasing.
respondents are Strongly Disagreed with the statement, this research explains that most pf
the consumers shopping experience was good due to discount of the store.
 From the study, it found that 25% of respondents like the Atmosphere of store, 25% of
respondents like the Service provided by store, 28% of respondents like the Varieties of the
clothes, 16% of respondents like the Colour of the clothes, 5% of respondents like the Price,
this research explains that most of consumers like the service of the store.
71
 From the study, it found that 21% of respondents are strongly agreed, 30%of respondents
people believe that there is the sufficient parking facility.
 From the study, it found that there are some suggestions which are given by the consumers
so that the store needs to implement those suggestion of the consumers which are very much
helpful for the growth of the store.
5.2 Suggestions
 The company can increase the sales of the toys by reducing the price of the toys
 The company can maximizing the license of more number of brands for increasing the sales.
 The company can increase sales by increasing design and Patterns of products
 The company need to advertise about the app so the customer can easily Oder the product
online.
 The company need to aware the consumers about underground parking facility by using
sign board
 The company need to increase the time span of discount offers
 The company need to reform the delivery service.
 The consumers are dissatisfied because the company charges some amount for the bags. So
the company need to provide free bags for consumers
 The company can increase the sales by reforming the post sale service which was provided
by company to consumer
 The company has to modify the visual merchandising strategies to attract the consumers and
increase the sales
 The company can increase the sales by improving the communication skill of employees.
 The music is playing very important role in the store
72
5.3 Conclusion
In this 6 weeks of Internship project at unlimited fashion store I have learned more number of
things and I have come to conclusion that it is the most popular clothing store in Belgaum and it
is the tough competitor to all the clothing stores But they need to adopt the new strategies for
increase the customer base and they need to bring more number of pattern in clothes and the
company can increase the market share by understanding the motives of consumers but the
company is putting lots of efforts by marketing techniques to become to the market leader.
73
REFERENCES
 Qalati, S., Yuan, L., Iqbal, S., Hussain, R., & Ali, S. (2019). Impact of Price on Customer
Satisfaction; mediating role of Consumer Buying Behaviour in Telecom
Sector. International Journal of Research, 6(4), 150-165.
 Barros, L. B. L., Petroll, M. D. L. M., Damacena, C., & Knoppe, M. (2019). Store
atmosphere and impulse: a cross-cultural study. International Journal of Retail &
Distribution Management.
 Amron, A. (2018). The influence of brand image, brand trust, product quality, and price on
the consumer’s buying decision of MPV cars. European Scientific Journal, ESJ, 14(13),
228.
 Sharma, A., & Jhamb, D. (2020). Changing Consumer Behaviours Towards Online
Shopping-An Impact Of Covid 19. Academy of Marketing Studies Journal, 24(3), 1-10.
 Gazali, H. M. (2020). THE COVID-19 PANDEMIC: FACTORS TRIGGERING PANIC

BUYING BEHAVIOUR AMONG CONSUMERS IN MALAYSIA. Labuan Bulletin of
International Business and Finance (LBIBF), 84-95.
 Slabá, M. (2019). The impact of the age on the customers buying behaviour and attitude to
price. Littera Scripta, 146.
 Chukwu, B. A., Kanu, E. C., & Ezeabogu, A. N. (2019). The Impact of Advertising on
Consumers Buying Behaviour. International Journal of Arts and Commerce, 8(1), 1-15.
 Qalati, S., Yuan, L., Iqbal, S., Hussain, R., & Ali, S. (2019). Impact of Price on Customer
Satisfaction; mediating role of Consumer Buying Behaviour in Telecom
Sector. International Journal of Research, 6(4), 150-165.
 Ajara, R. (2017). the Analysis of Buying Motives in Purchase Decision of Virtual Goods in
Online Game. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan
Akuntansi, 5(1).
 Singh, A., & Verma, P. (2017). Factors influencing Indian consumers' actual buying
behaviour towards organic food products. Journal of cleaner production, 167, 473-483.
 Kumar, J. S. (2017). The psychology of colour influences consumers’ buying behaviour–a

diagnostic study. Ushus Journal of Business Management, 16(4), 1-13.
 Akram, U., Hui, P., Khan, M. K., Hashim, M., & Rasheed, S. (2016). Impact of store
atmosphere on impulse buying behaviour: Moderating effect of demographic
variables. International Journal of u-and e-Service, Science and Technology, 9(7), 43-60.
 Khan, N., Hui, L. H., Chen, T. B., & Hoe, H. Y. (2016). Impulse buying behaviour of
generation Y in fashion retail. International Journal of Business and Management, 11(1),
144.
74
 Yoganandan, G., & Prabhukumar, G. (2015). Consumer buying behavior towards books in
Erode City. International Journal of Research (IJR), 2(1), 609-614.
 Hasani, V. V., & Zeqiri, J. (2015). Using Factor Analysis Tool to Analyze the Important
Packaging Elements that Impact Consumer Buying Behavior. International Journal of
Academic Research in Business and Social Sciences, 5(6), 267-276.
 Bellini, S., Cardinali, M. G., & Grandi, B. Shopping behaviour in grocery retailing: how
pre-trip activities influence in-store decisions.
 Singh, A., & Verma, P. (2017). Factors influencing Indian consumers' actual buying
behaviour towards organic food products. Journal of cleaner production, 167, 473-483.
 Horváth, C., & Adıgüzel, F. (2018). Shopping enjoyment to the extreme: Hedonic shopping
motivations and compulsive buying in developed and emerging markets. Journal of
Business Research, 86, 300-310.
 Amron, A. (2018). Effects Of Product Quality, Price, And Brand Image On The Buying
Decision Of City Car Product. Archives of Business Research, 6(4), 1-8.
 Jung, J. (2017). Impact of motives on impulsivity and compulsivity in compulsive buying

behavior. Social Behavior and Personality: an international journal, 45(5), 705-718.
75
BIBLIOGRAPHY
Webliography
 https://www.arvind.com/content/arvind-store
 https://www.arvind.com/
 https://www.arvindfashions.com
 https://www.arvind.com/content/flying-machine-india
 https://www.arvind.com/leadership
 https://www.tradeindia.com/Seller-10410687-KARIGARI-INDIA/
76

Nabhiraj Anagolkar Report

Uploaded by

Copyright:

Available Formats

Nabhiraj Anagolkar Report

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Nabhiraj Anagolkar Report

Uploaded by

Copyright:

Available Formats

Chapter- 1

1.2 Industry profile

1.3 Company profile

Exhibit 1.1: Company logo

ABOUT ARVIND LIFESTYLE BRAND LIMITED

Exhibit 1.2: Company logo

Exhibit 1.3: Organization Profile

As the organization as many board of Directors upon which the management of

Exhibit 1.4: DIRECTOR- SANJAY LALBHAI

Managing Director and Board Director

Exhibit 1.5: MANAGING DIRECTOR- J. Suresh

Chief financial officer,

Exhibits 1.6 -CFO- Kannan

Exhibit 1.7: Board of directors

Exhibits 1.8 - Organization structure

Age 0 to 6months(new born

Country India: State

Group class Middle class, Upper middle

Table 1.4: Behavioral Factor

 CSD (CUSTERMER SERVICE DESK)

1.4 VISION MISSION AND QULITY POLICY

Exhibits 1.9: Product profile

Exhibits 1.10 Karigari

Exhibits 1.11 Anahi

Exhibits 1.12 Bronz

Exhibits 1.13 Elle studio

Exhibits 1.14 Sugr

Exhibits 1.15 Cherokee

Exhibits 1.16 Donuts

Exhibits 1.17 Colt

Exhibits 1.18 Ruggers

Exhibits 1.19 Excalibur

Exhibits 1.20 Toys section

Exhibits 1.21 Men wear

Exhibits 1.22 Foot wear

Exhibits 1.23 Women wear

Exhibits 1.24 Accessories

Exhibits 1.25 Kids wear

1.6 AREAS OF OPERATION

1.8 COMPETITORS OF UNLIMITED

1.9 SWOT ANALYSIS

Exhibits 1.26 SWOT Analysis

2.1 THEORETICAL BACKGROUND OF THE STUDY

 Habitual buying behavior:

 Dissonance- reducing buying behavior:

 Variety seeking behavior:

2.2 LITERATURE REVIEW

SL NO. AUTHOR YEAR RESEARCH OUTCOME

1. Sikander Qalati, 2020 The main the aim of the study is to

4 B. Chukwu, E. 2019 The study was undertaken on impact

10 Silvia Bellini, 2017 The researcher tells due to economic

16 Umair Akram, 2016 The study explore the relationship

3.1 Problem statement

3.2 Need for study

3.4 Scope of the study

3.5 Research methodology

Table 3.1- Research methodology

Primary data Structured questionnaire

3.8 Chapter scheme