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CONSUMER BEHAVIOUR TOWARDS ARMANI JEANS ACCESSORIES GROUP MEMBERS Abhilasha Mehta Simrin Chadha Tavraj Bindra

Consumer Behaviour towards Armani Jeans Accessories

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Page 1: Consumer Behaviour towards Armani Jeans Accessories

CONSUMER BEHAVIOUR TOWARDS

ARMANI JEANS ACCESSORIES

GROUP MEMBERS

Abhilasha MehtaSimrin ChadhaTavraj Bindra

Page 2: Consumer Behaviour towards Armani Jeans Accessories

• Founded by Giorgio Armani in 1981z, Italy

Giorgio Armani and the Brand

• Armani Jeans is the 4th level brand of ARMANI

• Launched in 1981

• Started with it’s menswear collection in 1974

Page 3: Consumer Behaviour towards Armani Jeans Accessories

Denims,T-Shirts,Shirts,

Handbags,Belts

Product

Rs.5000-Rs.18000>Rs.5000

>Rs.8000

Price

- DLF Promonade,- Select City

Walk

Place

Online sales.Seasonal

Discounts, Special Offers

Promotion

THE 4 P’s

Page 4: Consumer Behaviour towards Armani Jeans Accessories

StrengthUnique products,

Brand name

WeaknessBad Acquisition,

Weak Management

OpportunitiesFragmented market,

Online market,New products,

Innovations

ThreatsNo path to succession

SWOT Analysi

s

Page 5: Consumer Behaviour towards Armani Jeans Accessories

BRANDS PRICE COLLECTION

PROMOTIONS

DIESEL 8,000-24,000 Durable, extremely confortable

Hoardings and banners

EVISU JEANS 12,000 Onwards

Extra decorative

online

ARMANI JEANS 10,000-30,000 Stylish and stretchable

Online, festive discounts

CALVIN KLEIN 8,000-23,000 Best quality denims, confortable and stylish.

Television Advertisements, online promotions.

Competitor’s Analysis

Page 6: Consumer Behaviour towards Armani Jeans Accessories

Armani Jeans store in DLF promenade

Exclusive patent products in dull tone

Indian buyers like poppy tones.

Factor leading to low sales.

Problem Statement

Page 7: Consumer Behaviour towards Armani Jeans Accessories

• Customer is the king• He is wise enough to choose from a great variety.• Depending on the taste and preferences  (Gehra, 2014)

• These luxury brands play an important role of status symbol as such goods tend to signify the purchasing power of those who acquire them. (Bhano, 2010)

Literature Review

Page 8: Consumer Behaviour towards Armani Jeans Accessories

Consumer exposed to big variety of products and services and has the knowledge, skill as well ability to negotiate and get good value for money.

Armani Jeans is not able to cope with competing indian market as they have a limited collection of accessories, including only patent and lack promotion strategies hence resulting in lack of customers.

Page 9: Consumer Behaviour towards Armani Jeans Accessories

Research Methodology

Research objective- To understand the disinterest of consumers in AJ accessories

Research design- Exploratory and descriptive Research

Data collection method – Secondary and Primary Data Collection

Data collection tools – Secondary – Online Journals, Magazines

Primary – Questionnaires, interviews

Page 10: Consumer Behaviour towards Armani Jeans Accessories

Analysis from Mean Most of the respondents were female students who fell in the

age group 18-20 with an average annual income of 300000-400000 favoring Ted Baker the most and other brands like Michel Kore, etc. the least.

Chi Square test for Demographics affecting status symbol and the idea of a lack of variety in AJ accessories. • According to the analysis done age is one of the factors

which does not influence the status symbol.• Most of the female respondents do feel that there is a lack of

variety in AJ accessories.Analysis from T test• The average response of the respondents for status symbol,

goodwill, collection and price was rank 3, which means AJ is moderately preferred amongst its consumers.

Analysis

Page 11: Consumer Behaviour towards Armani Jeans Accessories

India being a competitive market has given rise to globalization leading to more and more luxury brands entering the market.Armani Jeans is a luxury brand specializing in denims and accessories but due to its dull use of color and signature patent material, it has not been able to cope up with the market. Since we know from the primary research, that AJ is mostly opted by younger generation , they really need to have a change in their accessories segment.

CONCLUSION

Page 12: Consumer Behaviour towards Armani Jeans Accessories

Known for excellent quality

But has a lack of variety

Also use dull colours and

patent

Whereas Indians like

poppy shades

Also a change in

material for accessoriesMight help

Page 13: Consumer Behaviour towards Armani Jeans Accessories

• Galloni, A. (2012).The Future of Armani .[online] . Available from http://www.wsj.com/articles/SB10001424052702303610504577418880643605706 . [Accessed:25th January 2015]

• Genier,R .(2014).The Greatest Challenges for Luxury Brands in India .[online] .Available from http://agenceluxury.com/greatest-challenges-luxury-brands/. [Accessed :25 January 2015]

• Leekovsky,T,n.d.,What is the History of Armani and Evisu Jeans ? .[online] .Available from http://www.hellomaninpink.com/2013/04/what-is-the-history-of-the-armani-jeans-and-evisu-jeans/#respond . [Accessed :25 Janury 2015]

• Shah, M. (2012). Armani Jeans Launch in India.[online] Available from: http://www.gqindia.com/look-good/style-fashion/armani-jeans-launches-india . [Accessed:25 January 2015]

• UK Essays. (November). A Marketing Plan For Giorgio Armani Marketing Essay. [online]. Available from: http://www.ukessays.com/essays/marketing/a-marketing-plan-for-giorgio-armani-marketing-essay.php [Accessed 25 January 2015].

Referencing