Profiling of Women

Customers

Netranand Patnayak

Age Group Analysis

S.N. Age Group Group Name % In Sample

1 < 18 Yrs Youth 3%

2 18-25 Yrs Young Adults 39%

3 26-35 Yrs Adults 44%

4 36-45 Yrs Middle Aged 8%

5 > 45 Yrs Aged 6%

NOTE: The profiling represents a sample size of 2712

OBJECTIVE

To study the profile of ladies customers

visiting the store on following criteria:

Age

Occupation

Accompanied By

Attire (What the customer is wearing)

Research Framework

Sample Size: 2712

Sampling Duration: Oct 18 – Oct 20, 2010

Sampling Technique: Stratified Sampling

Administration Method: Passive Observation

Scope of Study/ Limitations

All female customers above the age of 15 Yrs were

sampled for 2 weekdays and 1 weekend days.

The study is representative of customer profile

during festive promo campaign only.

Accompanied By

S.N. Group Name % In Sample

1 Alone 12%

2 Husband 24%

3 Family 19%

4 Male Friend 16%

5 Female Friend 26%

6 Kid 2%

NOTE: The profiling represents a sample size of 2712

What customers were wearing?Ladies Ethnic vs. Ladies Western

S.N. Cat Group Name % In

Sample

1 LE SKD, Saree, Burqa, Ghagra-Choli 45%

2 LW Top (Shirt, Tee, Kurti, Tunic) &

Bottom (Trousers, Jeans, Capris,

Leggings, Skirts, Shorts)

55%

NOTE: The profiling represents a sample size of 2720

Profile of LE Customers

S.N. LE Type % In Total Sample

1 SKD 69%

2 Saree 27%

3 Burqa 4%

4 Ghagra Choli 0.2%

NOTE: Total customers wearing Ethnic Wear = 1212

Profile of LW CustomersChoice of TOP WEAR

S.N. LW Type % In Sample

1 Shirt/ Blouse 5.0 %

2 Tee Shirt 52 %

3 Kurti 37%

4 Tunic 5 %

5 Party wear/ Dress 1 %

TOTAL 100 %

NOTE: Total profiled customers for LW is 1500

Bottoms worn by customers with

SHIRT/ BLOUSE

S.N. Bottom Type % In Sample

1 Trousers 11 %

2 Jeans 71 %

3 Capris 15 %

5 Skirt 3 %

TOTAL 100%

NOTE: Total customers wearing Shirt/Blouse = 72

Bottoms worn by customers with

KURTI

S.N. Bottom Type % In Sample

1 Trousers 3 %

2 Jeans 47%

3 Capris 3 %

4 Leggings 46 %

5 Skirt 1 %

6 Minis 0 %

7 Shorts 0 %

TOTAL 100%

NOTE: Total customers wearing Tees = 559

Bottoms worn by customers with

TEES

S.N. Bottom Type % In Sample

1 Trouser 1%

2 Jeans 87%

3 Capris 7%

4 Leggings 3%

5 Skirt 2%

6 Minis 1%

7 Shorts 0%

TOTAL 100%

NOTE: Total customers wearing Tunics = 784

Bottoms worn by customers with

TUNIC

S.N. Bottom Type % In Sample

1 Trouser 3%

2 Jeans 68%

3 Capris 5%

4 Leggings 24%

5 Skirt 0%

6 Minis 0%

7 Shorts 0%

TOTAL 100%

NOTE: Total customers wearing Tunics = 75

Insights/ Observations

The store is being visited by customers usually in groups of 2

(average). They are usually accompanied by their husband (24%) or

a female friend (26%). Family members come next @ 19%.

Store is getting the biggest chunk of ladies walk-ins in the age-group

26-35 Yrs. Majority of these customers are working professionals

and likely to be married.

Most of these customers came across as SEC B1, B2, C.

Insights/ Observations

55% customers were in western wear and 45% were in ethnic wear.

In western wear, Tees and Kurtis are the most popular top wear.

In western wear, Jeans and Leggings are the most popular Bottom

wear.

Tees, Tunics as well as Kurtis are mostly worn with Jeans @ 87%, 68%,

47% respectively.

For Kurtis and Tunics, Leggings are preferred next @ 46% & 27%

respectively.

Capri is the third most popular bottom wear and usually matched up

with a tee.

SKD is the most popular ethnic wear with 69% patronage.

Occupation Mix

S.N. Occupation % In Sample

1 Student 25%

2 Working Professional 48%

3 Housewife 27%

NOTE: The profiling represents a sample size of 2712

Limitations of the Study

The study does not account for accessories worn

like Jackets, Shrugs, Scarves etc.

The study is representative of customers visiting the

store during the festive promotion only.

Thank You