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WESTSIDE

Customer study for Formal shirtsand casual tees

Presented by :Rahul GautamNIFT Patna

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NEED AND SCOPE OF THE PROJECT

This project is done for understanding customer current Tastes and

preference for Mens Formal Shirts and Mens Casual Tees in Westside.

Understanding competition level arising from different retail gaints.

Understand the taste & preference of customer in terms of the major

items, styles, colors, sizes and brands stocked.

The study of customer will provide the company with valuable data

which will be helpful in doing range forecasting and buying process.

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WESTSIDE

Style, affordable prices, quality these are the factors that have shaped

Westside success story in the retail fashion stores business.

Established in 1998 as part of the Tata Group, Trent Ltd. operates

Westside, one of India's largest and fastest growing chains of retail stores.

These include Menswear, Womens wear, Kids wear, Footwear,

Cosmetics, Perfumes and Handbags, Household Accessories, lingerie, and

Gifts.

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SWOT OF WESTSIDE

Strengths

Growing at the faster pace

Brand name of TATAs.

Good customer base.

Apparels are cheaper

Attractive promotional schemes

Weakness

Not much product range for middle class

Lack of differentiation

Poor inventory turns and stock availability

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Opportunities

Huge untapped market

Urbanization

Threats

Competition from organized retail players

Competition from local retailers.

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Westside Formal shirts and casual tees

DIFFERENT IN-HOUSE BRANDSOFWESTSIDE (MENS FORMAL SHIRT)

WESTSIDE

ASCOT

RICHMOND

ASCOT :

The premium formal shirt Brand present in Westside. Prices are little higher as compared to its in -house Brand Richmond and Westside.

The quality of the clothes is better than Westside and Richmond .

RICHMOND :

Richmond is the another brand present in Westside for formal shirts. If wants to buy good range

shirts , then Richmond is the right destination. Prices of Richmond shirts are low as compared to

Westside, but the quality fabric is not that good as of Ascot.

WESTSIDE :

Westside has its formal shirt brand with Westside name only.

Prices are lower in comparison to Ascot and Richmond.

Quality is not good as that of Ascot and Richmond.

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Wesport : Can find good range of polo tees. Value for money.

Prices point is good. However quality of fabric is not good.

Nuon :

The best in-house brand which is provide stylish tees with great

Colour and styles. However the prices are little high as compared to rival retailers like

pantaloons and lifestyle.

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Research Methodology for Mens Formal shirt

(Westside)

Data collection method : Primary Data

Sample Size : 250

Age Group : Above 30

Location : Huges Road, Infinity Mall, Army Navy(Mumbai)

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Q1.When do you usually shop ?

INTERPRETATION : Most of the customer told that they buy when there is a need.

when do you usually shop ?

73

31

21

01020

304050607080

Only when there is a

need

Monthly once or

planned

Its a weekend activity

when do you usually shop ?

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Q2. Which is your preferred shopping destination for formal

shirts ? Brands if any ?

Which is preferred shopping destination for Formal shirts ?

Brands if any ?

01020

304050

Westside

Pantaloons

Lifestyle

Shoppers

Stop

Arrow

Van

Hussein

John

Player

Markn

Spencer

Peter

England

Allensolly

Raymonds

Blackberry

Which is preferred shopping destination for Formal shirts ? Brands ifany ?

INTERPRETATION : Most of the customer referred john layer (4 out of 5) as

their first reference because of its good fit and fabric quality. Also customers were

seen driven towards Van Hussein formal shirts.

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Q3. What type of formal shirts you prefer to wear ?

73

52

0

10

20

30

40

50

60

70

80

Full sleeves 73

Short sleeves 52

What type of formal shirts you usually prefer

to wear ?

73 customer referred full sleeves, and 5 customers referred short sleeves.

So Westside should focus more on its full sleeves shirt.

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Q4. What Fit do You refer in Formal shirts

W hi h Fit do ou refer in Form al shirts

Full slee es

86 69%

hort slee es

9 %

INTERPRETATION : Most Of the ustomer referred Regular fit in om arison

to slim fit shirt.

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Q5. Most Preferred Price Point for a Formal shirt ?

Most Preferred Price Point for formal shirt

15

16

7

22

17

4

23

17

4

300 - 1000

499 - 899

800 - 1000

645 - 1000

350 - 450

1000 - 1500

500 - 750

500 - 800

800 - 1200

Most Preferred

Price Point for

formal shirt

INTERPRETATION : Most referred rice oint for formal shirts is from Rs 500

to 750. ( 3 res ondents referred this rice oint ).

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OBSERVATION AND FINDINGS

Demand for half sleeves

100 % cotton is preferred

Customers asking for button down collar

Customers looking for smaller checks in shirt

Demand for solid colour shirts which are few in numbers.

Colour preferred in solid shirts are : Black, White, blue, Brown, Light Green.

Style options are less as compared to pantaloons and lifestyle.

customer asking for single and double cuffs shirts like Van Hussein Does.

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Most of the customer Complained that the price of Ascot Formal shirts

are high.

Most of the customer were looking for combo pack and value packshirts . 3 shirts for Rs 999 or2 for499.

Fast Moving sizes Are 40 and 42.

Least Moving Sizes Are 44 and 46.

Some of the customer complained about the colour fading seen after

few wash.

Most of the customer were happy with Westside because it provides

value for money.

Check shirts are few in number in most of the Westside store.

Most of the customer were looking for styling with brand logo and

buttons.

Some of the customer were looking for solid collar shirts.

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RESEARCH METHODOLOGY FOR MENS

CASUAL TEES

Data collection method : Primary Data

Sample Size : 125

Age Group : Above 30

Location : Huges Road, Infinity Mall, Army Navy

(Mumbai)

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Q1. When do you usually shop ?

When do you usually shop ?

78

47

0

10

20

30

40

5060

70

80

90

impulse buying monthly once or

planned

When do you usually

shop ?

INTERPRETATION:Most ofthe Respondent told that they do impulse buying.

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Q2. Most Preferred price range for tees ?

Most preferred price range for tees ?

28

42

17 15 13

0

5

1015

20

25

3035

40

45

299-399

499-599

699-799

700or

above

pr

iceis

notan

important

299 - 399

499 - 599

699 - 799

700 or above

price is not an important

factor

INTERPRETATION: Most preferred price range for casual tees was from 499 to

599.

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Q3. Most preferred Style in Casual tees ?

Most preferred style in tees ?

14

28

33

2327

0

5

10

1520

25

30

35

solid

crewneck

tees

printed

crewneck

tees

striped

crewneck

tees

solid

polo

striped

polo

Most preferred style intees ?

INTERPRETATION: Most of the customer( 33 out of 125 ) preferred striped

crew neck tees.

While the least preferred style was solid crew neck tees ( 14 out of 125 )

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Q4. Do you prefer long sleeves or short sleeves ?

Do you prefer long sleeve tee or short sleeve tees ?

37

88

0

10

20

30

40

50

6070

80

90

100

Long sleeve tee short sleeve tee

Do you prefer long

sleeve tee or short

sleeve tees ?

INTERPRETATION: 88 respondents preferred short sleeves while 37

respondents preferred for long sleeves

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Q5. In polo tees do you prefer rib collared tees, rugby collars or

round neck tees.

53

40

22

0

10

20

30

4050

60

Rib collartees Rugbycollar

tees

Roundneck tees

In polo tees - do you prefer rib collar tees or rugby collar or round

neck collar ?

In polo tees - do you

prefer rib collar tees or

rugby collar or round

neck collar ?

INTERPRETATION:Most of the customer preferred rib collar tees.

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Q6. In polo tee do you prefer rib at cuff or plain stitched sleeves

?

In polo tees - do you prefer rib at cuff or plain stitched sleeve ?

73

52

0

10

20

30

4050

60

70

80

Rib at cuff Plain stitched sleeve

In polo tees - do you prefer rib

at cuff or plain stitched sleeve ?

INTER PRETATION: 73 respo ndents preferred Rib at c uff in Polo tees .

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Q7. In Polo tees do you prefer comfort fit or slim fit ?

In polo tees - do you prefer slim fit or comfort fit ?

4

71

0 20 40 60 80

slim fit

comfort fit

In polo tees - do you prefer slim fit or comfort fit ?

INTERPRETATION:Most of the customer preferred comfort fit.

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Q8. In polo tee do you like some badges or prints or you prefer

plain stripe or solid tees ?

In polo tees - do you like badges, prints, plain stripe or solid tees

?

37

21

41

16

0

5

10

15

202530

35

40

45

like somebadges prints tobe used Preferplain stripe solid tees

In polo tees - do you like

badges, prints, plain

stripe or solid tees ?

INTERPRETATION:Most of thecustomer preferred plain stripe, while few

customers preferred solid tees.

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Q9. other comments if any ?

Other comments if any ?

18

25

16 17

39

05

1015

202530354045

colour fading

problem,

value pack of

3 absent

not

consistent

with fabric

quality, 100

% cottonpreferred

solid colour

tees less in

no, xxl sizes

few

more

contrasting

colour

combination

needed,bigger

badges with

brand name

numbering in

tees should

be more

stylish,

styling withcuffs and

collar

Other comments if any ?

INTERPRETATION:Most of the customer complained that Westside tees dont

have attractive numbering in tee, also the styling done with collars and cuffs are

not up to mark like pantaloons bare leisure and Rig collection.

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O SERVATION AND FINDIN S Most Preferred Price Range is between 499 to 599.

Most of the customers are happy with Nuon collections.

Most of the customer Preferred Rib at cuff in Polo Tees.

Some of the customer complained of colour fading problem.

Value pack is absent in westside.

Style options are limited .

Most of the customer looked for Black & blue , Red & white, Green & white,black & white combination.

Customers were looking for fresh stock of tees with stylish numbering and brandname.

100 % cotton is mostly preferred by the customers.

Check tees are few in numbers.

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some of the customers were loo ing for more contrasting colour

combination.

utton should be given style, brand tag on oc et and sleeves

required.

Most of the customer com lained that Nuon tees rices are high.

Not Consistent with fabric Quality feel of merchandise is not thatgood.

Most of the Customers are ha y with wes ort olos.

Multi le colour chec s tee in demand.

limited si e available in store, Most of the customer Com lained

about that.

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RECOMMENDATION

Westside should regularly bring value pack in stores to pull customers more instore.

Customers are looking for finest quality of fabric with 100 % of cotton, so thecompany should seriously look into this issue.

Colour fading problem is seen in Wesport polo and tees, so proper dying should be

done.

No trendy styling is seen done in cuffs and collars of Westside tees which should bedone on regular basis to attract customer.

Customers are looking for some nice badges and prints on tees which is not that

good in Westside as compared to pantaloons and lifestyle. So the company shouldbring more new and stylish badges and print.

The company should leave copy paste formula and should bring something new ofits own.

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Thanks