MFM - I

Subject : Market Research

To evaluate the consumer acceptance of Fabels - A Fabindia ethnic
western wear.

Submitted To:

Submitted By:

Dr. Sanjeev Malage

Disha Sood
Nitika Arya
Srishti Raut
Sakshi Sehgal

Table Of Content

I. Declaration

II. Acknowledgement

III. Executive Summary

IV. List Of Tables & Charts

1. Introduction

2. Overview

3. Situational Analysis

11

4. Research Problem and Objective

12

5. Literature Review

13

6. Research Methodology

18

7. Data Analysis

20

8. Key Findings

48

9. Suggestions

50

10. Limitations

51

11. Questionnaire

52

12. Bibliography

63

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I. Declaration

I hereby declare that the project titled "To evaluate the consumer acceptance of Fables - A
Fab India western wear" submitted to national institute of fashion technology, Bangalore is the
original research work carried out by us under the guidance and supervision of Dr .Sanjeev
Malage .
I further declare that this project or part thereof has not been submitted in any form for any other
degree or diploma. All information included from other sources has been duly acknowledged.

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II. Acknowledgement

We take this opportunity to express our gratitude to the people who have been instrumental in
guiding us and giving a helping hand for this project.We wish to extend our sincere appreciation
and gratitude to our mentor, Dr. Sanjeev Malage for his supervision, guidance and patience. We
were privileged to experience a sustained enthusiastic and involved interest from his side.We would
also like to thank Ms.Renu Kalevar, store general manager Fabindia Indiranagar, Bengaluru for
her kind support. We would also like to thank the staff at the store for their kind cooperation. I
would also thank our Institution and our faculty members and we also extend our heartfelt thanks to
our family and well wishers.

Name:

Date:
Place:

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III. Executive Summary

The aim of this research is to evaluate the consumer acceptance of the brand Fabels - which
is a part of FabIndia's ethnic western wear. In may 2014, Fabindia came up with a western
wear brand known as FABELS, designed by Alistair Blair, who has already worked for
brands like Chloe, D & G, and now Fabels. this market research is done to study whether a
consumer who has previously bought from Fabindia was aware about the launch of Fables
and will they be interested in buying this new product or not.
The target market of our research was the consumer already buying products from Fabinida
that is the customers of Fabindia. we have made an attempt to find out what is their buying
behaviour i. e how many stores do they usually visit while shopping , how much do they
spent on each product like apparels, organic product, home furnishing, accessories , what is
their perception about Fabindia according to them what attributes are most important while
they shop. With the help of this research we can make out whether Fabindia with its new
launch can create the same image it has now for it's products.
Also with so many competitors of western wear like Zara, mango, mother earth, whether
fables will be able to establish itself as a western wear brand in the market. We have
prepared primary data with the help of questionnaires, surveys which we did in order to get
a clear view. The respondents belonged to the age group ranging from 18- 35, we have tried
to cover every way through which we could find about the consumer behaviour.

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IV. List Of Tables & Charts

Sr

Table No

Description

Sr

1.1

Age of the Sample

26

1.2

Gender proportions of the

sample

27

5.1

Consumers who have

Purchased

1.3

Occupation of the sample

5.2

1.4

Household Income of the

sample

Consumers that show

intrest

29

30

6.1

Age of the Sample

1.5

Number of Stores visited

when buying an everyday
dress

Consumer profile of
Fabels

1.6

Pyschographics

31

6.2

Gender proportions of the

sample

1.7

Attributes that influenece

purchase decision

32

6.3

Household Income of the

sample

33

6.4

Consumer Occupation

2.1

Frequency of purchase at
Fabindia

34

6.5

Pyschographics

2.2

Items purchased at
Fabindia

35

6.6

Attributes that influenece

purchase decision

10

2.3

Amount spent at Fabindia

36

11

2.4

Attributes that contribute to

purchase st Fabindia

37

8.1.A

Product Variety Unaware consumer

12

2.5

Rating of Products
Category at Fabindia

38

8.1.B

Product Variety - aware

consumer

13

2.5.1

8.2.A

Price - Unaware
consumer

7
8

28

Table No Description

Men's Apparel

Readiness levels

Competitve Analysis

14

2.5.2.

Women's Apparel

39

15

2.5.3

Home Dcor

40

8.2.B

Price - aware consumer

16

2.5.4

Organic Products

17

2.5.5

Jewellery & Acccessories

41

8.3.A

Quality - Unaware
consumer

42

8.3.B

Quality - aware consumer

43

8.4.A

Comfort - Unaware
consumer

8.4.B

Comfort - aware
consumer

Sample that is aware

about Fabels

18

19

3.1

Number of people that have

purchased at Fabels

20

3.2

Reasons for not purchasing

21

3.3

Items purchased at Fabels

45

8.5.A

Design - Unaware
consumer

22

3.4

Repurchasing behaviour

46

8.5.B

Design - aware consumer

47

8.6.A

Brand Ranking - Unaware

consumer

48

8.6.B

Brand Ranking - aware

consumer

23

Sample that is made

aware about Fabels

24

4.1

Readiness to purchase

25

4.2

Reasons for not purchasing

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44

1. Introduction

Fabindia was founded with the strong belief that there was a need for a vehicle to market the vast
and diverse craft traditions of India and thereby help fulfil the need to provide and sustain rural
employment.
Our endeavour is to provide customers with hand crafted products which help support and
encourage good craftsmanship.
-John Bissell
Fabindia is India's largest private platform for products that are made from traditional techniques,
skills and hand-based processes. Founded in 1960 by John Bissell to market the diverse craft
traditions of India, Fabindia started out as a company exporting home furnishings. The first
Fabindia retail store was opened in Greater Kailash, New Delhi. Fabindia has 175 retail stores
across India and 1 store each in Dubai, Italy, Nepal, Mauritius and Singapore.
In May 2014, Fabindia launches a western wear brand, Fables designed by luxury brands designer,
Alistair Blair who has worked for brands like Chloe,D&G.Fables contains western styled clothes
made out of natural Indian fabrics.
The Study of Consumer acceptance towards Fabels - A Fabindia Ethnic western wear brand.This
study is aimed at understanding whether a consumer who has previously experienced Fabindia
would invest in purchasing from Fabels, considering that Fabindia has created its own identity with
regards to ethnic Indian wear. This new expansion of its product range , aimed at being a successful
venture amongst its loyal customer base and expanding it, the study will gauge the consumer
behaviour & perceptual mapping to understand the consumer opportunity that lies for Fabels .

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2. Overview

Fabindia is India's largest private platform for products that are made from traditional techniques,
skills and hand-based processes. Fabindia, by the early eighties, was already known for garments
made from hand woven and hand printed fabrics. The non-textile range was added in 2000, while
organic foods, which formed a natural extension of Fabindias commitment to traditional techniques
and skills was added in 2004, with personal care products following in 2006. Handcrafted jewellery
was introduced in 2008.
Fabindia links over 55,000 craft based rural producers to modern urban markets, thereby creating a
base for skilled, sustainable rural employment, and preserving India's traditional handicrafts in the
process.
Fabindia's products are natural, craft based, contemporary, and affordable.
The company has continued to focus mainly on the artisans and source it products from over 15,000
craftsperson across India. With a strong foundation, the company has been successful in increasing
their presence all over India. They have also opened some international stores in Italy, UAE, Qatar
and China.
Vision
To celebrate India, and endeavour to bring all the love about India to customers around the world.
Mission
To harness the transformative power of a well-run business committed to profitable growth in
support of Fabindias Vision.
To strengthen and support the community of customers, designers, artisans, farmers, makers and
entrepreneurs inspired by India.
To give the customers products that delight them by interpreting the rich heritage and traditional
knowledge, while protecting the natural environment.
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2.1 Product Range

The major portion of Fabindias product range is textile based. Non- textile introductions to this
range are Home Products (introduced in October 2000), Organic Food Products (introduced in July
2004) & Fabindias range of authentic Personal care products (introduced in March 2006).
The textile-based product range includes ready-to-wear garments and accessories for men,
women, teenagers and children; bed, bath, table and kitchen linen; floor coverings, upholstery
fabric and curtains. Cotton, silk, wool, grass, linen and jute are the basic fibres used.
The Home Products range carries furniture, lighting, stationery, tableware, cane baskets and a
selection of handcrafted utility items.
Fabindia Organics carries several types of cereals, grains, pulses, spices, sugar, tea, coffee, honey,
fruit preserves and herbs.
Fabindia's range of authentic Personal care products includes soaps, shampoos, hair oils, pure
oils, moisturisers, body scrubs, face packs, hair conditioners & special skin care products.
Fabindia also exports to over 33 countries worldwide, to wholesalers as well as retailers. Currently,
apparel contributes around 60 per cent to the company's revenues, while home furnishing and
furniture contribute another 22 per cent.
2.2 Consumer Base
The consumers of Fabindia starts from the College going kids to the young professionals and just
the married couples in the higher middle class category. Fabindia has a mass appeal for all ages. The
customer base is majorly Women which accounts to almost 50% of the sales.These women have
developed a taste for the ethnic handicrafts & designs of Fabindia. The customers belong to the
Upper Middle class to both Higher & Lower Upper class Value for money is the proposition.The
customers of Fabindia are Loyalists.

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2.3 Geographical Area

Fabindia has 180 retail stores across India and It has created two global hubs, Singapore and Dubai.
While Singapore services the Asia-Pacific, Dubai caters to the Middle East. The company currently
has stores in Singapore, Dubai and UK, and would be soon entering markets such as Philippines
and Hong Kong.
2.4 Competition
Competition faced by Fabindia is both from the organised and unorganised retail sector.
Unorganised sector has the local tailors who provides customized products to the customers at
reasonable prices , boutiques that offer a tailor made designer options and the local NGO'S selling
wares. However the scales of operation does not pose a major threat to Fabindia . A far greater
threat is posed by organised sector especially government owned khadi gram udyog outlets and
cottage industries emporiums across the country. The product mix offered by these industries is
similar to Fabindia. However the quality of the product and service provided by Fabindia is
perceived to be higher than that of government run organisations.
2.5 Fabels
Fabindia has launched

a collection of western wear like jackets, shirts, trousers (for men and

women) and tops and dresses (for women) under newly coined label Fabel. The range would be
available at 10 stores in New Delhi, Mumbai, Bangalore and Chennai in the first phase of the soft
launch. It is designed by Alistiar Blair, who has worked with high-end labels like Givenchy, Chloe,
Valentino and Cerruti, the first two lines under Fabel would be retailed from 30 re-conceptualised
Fabindia stores. Fabindia hopes that Fables would contribute at least 10% to the company's revenue
within the next 18 months. An average Fable garment is priced between Rs 1,000 to Rs 5,000.

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3. Situational Analysis
In May 2014 , Fabindia entered the market of Ethnic formal wear, with Fabels launched in its
Flagship stores. The owner of Fabindia quotes, "Fables is a part re-invention. The market for ethnic
clothing is for occasions or when people feel patriotic but ethnic as everyday wearing is not
prevalent anymore. Fabindia says that they felt the need to introduce the western wear brand to
target the youngsters, who prefer Zara, Marks & Spencer and Mango brands, over ethnic clothes
such as kurta pyjamas , to festive occasions or to an evening wear. Fabindia had already introduced
a fusion line in 2006 which is doing very well. Today, the company's fusion line is growing faster
than the traditional products. The fusion line contributes about 30% to the companys turnover.
They want to take this further by this newly launched western wear line, Fabel. The ethnic products,
including salwar kameez and lehenga choli, are growing at an annual rate of 12%, fusion line has
20%. The fusion dressing business is a Rs 120 crore one for Fabindia and the company is aiming to
double it in the next one year. Fabindia expects the global line to contribute 30% of the company's
revenue by 2016-17.
A1 Sales Contribution of Product

3.1 Market Share

Currently,apparel contributes around 60 per cent to the
company's revenues, while home furnishing and

8%

furniture contribute another 22 per cent. Almost 50 per

10%

cent of the company's sales in the women's wear

22%

60%

category comes from Indo-western fusion clothing.

Keeping this trend in mind, the company decided to
launch a western wear brand, Fables. But the question

Apparel
Home Furnishings & Linen
Organic Products
Accesories

remains , Can a brand like Fabels create an impact in

the Western wear market , continuing its association as
a FabIndia brand?
Page !11 of 63
!

4. Research Problem and Objective

4.1 Research Topic :
To evaluate the consumer acceptance of Fabels - A Fabindia ethnic western wear.
4.2 Research Objectives:

To study consumer behaviour towards Fabindia

This objective aims at understanding the consumer purchase cycle and qualities which are key
purchase drivers.

Understanding the consumer awareness regarding Fabels

To understand the awareness levels , within the Fabindias current customer base.

To understand the readiness of the consumers of Fabindia to accept Fabels

This objective seeks to understand the readiness levels of a consumer to accept a western wear
brand from a brand known for its ethnic wear

To gauge the consumer perception of Fabels - Perceptual Mapping

This objective is exploratory in nature and aims to understand the variety of perceptions a
consumer has with regard to Fabels.

To deduce the positioning space for Fabels in the desired consumer market
Based on the perceptions that the consumer create regarding Fabels , to analyse the positioning
that it creates in the consumers mind.

Identify the consumer profile for Fabels

Understand and identity the actual consumer profile of a consumer of Fabels

Comparative analysis of competitors: Mango , Marks & Spencers and Zara

To examine the consumer ratings for the competitors vis a vis Fabels

Page !12 of !63

5. Literature Review

To gain a better understanding of the apparel fashion market , with regard to the consumer
behaviour , it is essential that we understand the various aspects of the consumer behaviour and
perception. As the consumer is an integral part of our research proposition for Fabels , following are
some of the research paper reviews with regards to the various facets of the consumer buying &
marketing.
Noel Mark Nol (University of South Florida)1 This article proposes an illustrative pilot
study that applies magnitude estimation (psychophysics) as a convenient method to benchmark
consumer perceptions of the various marketing dimensions that come to define total quality .The
article creates a skeleton methodology and measurement that allows a researcher to benchmark over
time consumer perceptions amongst competing products given different treatments and on different
quality dimensions .The study results are illustrative of easy-to-interpret ratio-based percentage
differences . The response patterns for each quality dimension can be tested for their significance in
changing respondent perceptions .
Banyt, aneta Paunksnien and Aura Rtelion (Kauno technologijos universitetas)2
This article identifies one variable of consumer behaviour called perception, seeking to identify its
usage possibilities while developing marketing to women. This article defines perception as a
variable of consumer behaviour with context to marketing to women.

This article states that

sensation, attention, interpretation and retention are the four components of a perceptual process.
This article states that it is very important for the business to understand the peculiarities of
marketing to women as the women constitute of more than 50% of the world population and also
the income of women is rapidly increasing. Women make 80% of the decisions when it comes to
buying and the priorities, attitudes and hobbies of men and women are very different. It is very
important for the companies to differentiate between the two. The author has conducted a research
Page !13 of !63

and found that the women make decisions differently than men, women look for a perfect variant
while men look for an acceptable one. Women are prone to purchasing the same product again and
men make decision every time and evaluate the product each time. After understanding this
difference the author has analysed every step of the perceptual process. The author found out that
using the interpretation of the perceptual process and its elements while considering the aspect of
marketing to women, the main purpose of the study is to present a particular system of womens
culture and implement the knowledge to all stages of decision making process.
Stefan Hampel (Unister Gmbh), Daniel Heinrich (University Of Mannheim), Colin
Campbell (Monash University) (Journal Of Advertising Research March 2012)3 investigated the
effects of premium-print advertising techniques on the consumer behaviour. The study was
exploratory and though limited in its generalizability, it provides an important initial step toward
better understanding the effects of the growing area of premium print technology. The finding of the
research provide an interesting understanding of a consumer perception to a brand. They inferred
that premium print ads results in a higher willingness of a consumer to pay a certain price for the
product advertised for. Though an expensive approach for advertising takes place it results in a
higher willingness to buy. The brand perception also elevates to a prestigious level. But the research
limits itself as it focuses on measured attitudes and buying intentions as opposed to real buying
behaviour.
Arpita Khare and Sapna Rakesh (Allahbad University)4 analysed the predictors of fashion
clothing involvement among the Indian youth. The research findings suggest that the limited
exposure of Indian youth with global fashion clothing brands may affect their choice and
involvement.To understand the relationship between fashion clothing product involvement,
purchase decision involvement and advertising involvement with consumption involvement is what
study revolved around. The consumption involvement attribute was kept as the dependent variable.
The intent was to study the impact of consumers consumption involvement with fashion clothing
Page !14 of !63

with respect to other three variables.It was found that Indian youth gives importance to fashion
clothing brands, i.e., there is high correlation between product involvement and consumption
involvement. Also, if the product is important for the consumer, there will be greater purchase
decision involvement experienced by the consumer for that product category.The findings imply
that advertising of fashion brands plays a significant role in determining the consumption
involvement of the youth. In India it appears, women are more influenced by advertising.
Womenswear Industry Profile: India. (Dec 2012)5 - The Indian womenswear market
experienced double digit growth between 2008 and 2010. This industry has continued

to

experiences strong growth, however at a decelerating rate during 2011 and 2012. During the
forecast period, this trend is predicted to continue however the market is expected to gradually
decelerate towards 2016, with annual rate dropping to 5.7% in 2017.The performance of the market
is forecast to decelerate, with an anticipated CAGR of 6.6% for the five-year period 2012 - 2017,
which is expected to drive the market to a value of $5,093.2 million by the end of 2017.The Indian
womenswear market grew by 8.7% in 2012 to reach a value of $3,707.3 million.The compound
annual growth rate of the market in the period 200812 was 9.4%. India accounts for 2.4% of the
Asia-Pacific womenswear market value.Clothing, footwear & accessories retailers form the leading
distribution channel in the Indian womenswear market, accounting for a 90.5% share of the total
market's value. In 2017, the Indian womenswear market is forecast to have a value of $5,093.2
million, an increase of 37.4% since 2012.The compound annual growth rate of the market in the
period 201217 is predicted to be 6.6%.
Johannes Stolz, Horacio Molina, Jess Ramrez and Nikolaus Mohr

(ETEA,

Universidad LOYOLA Andaluca, Crdoba, Spain and Universitt Regensburg, Regensburg,

Germany)(International Journal of Consumer Studies Issue 37 2013)6 This article talks about
consumers perception about environment retailing performance. The author has taken two markets
for this study. The german and the Spanish market. An online-based questionnaire about sustainable
Page !15 of !63

purchasing was addressed to consumers of different age groups in Germany and Spain. Through this
research the author found out the research demonstrates varied perceptions of the sustainable
product offer between German and Spanish consumers. The results emphasise the expectations
about higher existing environmental awareness among the German consumers due to a more
developed sustainable market in Germany. Also found out that both Spanish as well as german
consumers mainly buy sustainable products because of their impact on the society. Concerns about
the ecosystem are inferior to the social impact.
Wayne.D.Hoyer , Steven P.Brown (Journal of consumer research)7 The article explores the
Effects of Brand awareness on choice for a common or repeat purchase of a product.In situation
involving common, repeat-purchase products, the consumer may choose a brand on the basis of a
simple heuristic( e.g. brand awareness ,pricing , packaging) and then evaluate the brand subsequent
to purchase. In such instances , awareness results mainly from exposure to advertising and other
sources of information. A growing body of evidence however has shown that a consumer is a
positive recipient of the product information and does not want to waste time in choosing among the
brands, but in case of repeat products the consumer may choose the product on the basis of the
heuristic(e.g. brand awareness, pricing, packaging) and evaluate the brand to purchase. In such
cases advertising plays an important role. The questions of interest in this study is how brand
awareness affects the choice probability and sampling of a common and repeat purchase.
Consumers choosing among a set of unknown brands are likely to sample more brands as compared
to a well known brand. the presence of a known brand in a choice set may have some negative
effect on the consumer's ability to detect differences in product quality across brands. Awareness not
only influence the first choice but it may also affect choice on subsequent selections.
Galbreth , Michael R. Ghosh, Bikram (Decision sciences)8 This article explores the
impact of consumer awareness on competition & sustainability.Sustainability, a broad concept that
includes numerous environmental and social dimensions, has emerged as an important product
Page !16 of !63

evaluation criterion for consumers. Sustainability on consumer behaviour depends on two factorseach individual consumer's unique level of concern about sustainability ,and the general level of
awareness regarding the sustainability of competing products. According to the research increase in
marginal sustainability can benefit every firm, including the less sustainable one, when awareness is
sufficiently high. the sustainable firm can directly influence the general level of awareness, and the
distribution level of sustainability concern among users is non uniform.
James Ashton (Evening Standard. 11/11/2013)9, Marks & Spencer today said it will double
its presence in India, taking its total number of stores in the country to 80 by 2016. Chief executive
Marc Bolland said: "India is a priority market for M&S and, working closely together with our
partner Reliance Retail, we have set a clear plan to build a leadership position here. Now with 36
stores, we have the ideal platform to accelerate our growth.
Aradhna Krishna, Imran S. Currim & Robert W. Shoemaker (Consumer Perceptions of
Promotional Activity)10 This research talks about consumer perceptions of how frequently various
brand-sizes are promoted. The authors have proposed a conceptual framework that links managerial
pricing and promotional policies with consumers purchase behaviour. Through this study they
found out that about 62% of the consumers knew correctly whether the brand went on sale or not
during the 12 days period and only very few knew about the exact sale price and these few were
very young and had larger family size , read the weekly flies of items on sale more frequently.
People tend to overestimate the deal frequency of the brands that were not often promoted and
underestimate for the brands that were often promoted. Also found that the expected deal frequency
is correlated to the past deal frequency.

Page !17 of !63

6. Research Methodology
6.1 Research Type

For the purpose of this study, our research will be Descriptive in nature, defining the characteristics
of the consumers of FabIndia and answering the following question:
1. Who are the consumers of Fabels ? Defining the consumer profile
2. What are is their buying behaviour, and perception with regards to Fabels & Fabindia ?
3. How much is their awareness regarding Fabels? And their willingness to purchase Fabels ?
4. What is their consideration set with regards to Fabels ?
It is Cross Sectional by approach as it pertains to the launch period of the brand Fabels by Fabindia
and the study is being conducted in the early stage of the product life cycle which is - Introduction.
6.2 Methods Of Data Collection
For the Purpose of this study we will use the Survey method of Data collection.
6.2.1 Data Sources :
Primary data: Data will be obtained from consumers of Fables and FabIndia. Along with that we
will obtain information from store manager of FabIndia, Indiranagar

- Qualitative - In depth Interviews and Observations of different consumers segments of Fabindia

located in Bangalore

- Quantitative - Structured Questionnaire

Secondary data: Both published and unpublished data sources were used.
The information was gathered from website of Fabindia, other authentic online data, magazines,
text books and journals.

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6.3 Sampling Technique

Non Probability method of Convenience sampling will be used for this research. The respondents
will be selected on basis of their availability and easy access. The advantages of this type of
sampling will be the availability and the quickness with which data can be gathered.
6.4 Sample Size
100 respondents has been decided as the sample size for this study of consumer behaviour located
in Bangalore only. This will give a spread of responses and the opportunity to identify interesting
differences.
6.5 Sample Characteristics
The main characteristic which is quintessential to become a part of the sample is : The individual
should have purchased from FabIndia in the recent past (3months).

Page !19 of !63

7. Data Analysis
1. Sample Analysis
1.1 Age of the sample

VALUE

FREQUENCY

18 - 24

31

25 - 34

41

35 - 44

12

45 - 54

11

55 & OVER

5%
11%
31%
12%

18 - 24
25 - 34
35 - 44
45 - 54
55 & OVER

100
41%

The majority of the sample belongs to the Young adults age group of 25 -34. Followed by the 18
- 24 age group in majority
1.2 Gender of the sample

VALUE

FREQ

Male

28

Female

72

80
70
60
50
40
30
20
10
0

72

Male

Majority of the sample are Women.

Male
Female

28

Female

1.3 Occupation

Occupation

Frequency

11%

Value
37%

EMPLOYED

Employed

37

Self Employed

21

Student

31

SELF
EMPLOYED
STUDENT

Homemaker

11

HOMEMAKER

31%

21%

100

The majority of the sample are employed ( 37%) the student part of the sample (31%) follows
respectively

1.4 Household Income

6
Value

Frequency

Less Than 2.5

Lac P.A

Between 2.6
Lacs - 4 Lacs

Between 4.1 L
- 6L

31

More Than 6L

56

56

31

Majority of the sample has a household income of 6 lacs and above.

Less than 2.5 Lac

P.A
Between 2.6 Lacs 4 lacs
Between 4.1 L - 6L
More than 6L

1.5 Number of stores visited while shopping for an everyday wear dress

6% 7%
Value

Frequency

2-4

50

5 -7

37

8 & More

Majority of the sample visits 2 - 4 stores

1
2-4

37%

5-7

50%

8 AND MORE

1.6 Psychographics of the Sample taken

Strongly Agree
38
35

38
33

Agree

Neutral

Disagree

Strongly Disagree
36

36

32 31
28

26
23

21
17

19

16
11

10

11
4

2
1

15

13

0
2

Statements

Strongly
Agree
Agree

Neutral

Strongly
Disagree

Disagree

1. I buy clothes I like , regardless of

current fashion

33

38

17

10

2. I buy new fashion looks only when

they are well accepted

16

35

38

11

3. I am not as concerned about

fashion as I am about modest prices
and wearability.

21

32

31

13

4. I prefer to buy well-known

designer labels rather than take a
chance on something new.

15

26

36

19

5. I plan my shopping trips carefully

23

36

28

11

The sample buys clothes regardless of what the current fashion exists,they are not Fashion sensitive.
Prices do matter , but Designer labels dont. And all the shopping trips are planned carefully. We
further made an attempt to understand the psychographics of the Target group defined by Fabels 18 - 24 & 25 - 34.

We have used the Statistical Tool of Chi square to test if there is a significant difference between the
psychographics of the 2 respective age groups wherein,

Chi-square test at significance level 0.05, table value = 9.488

CALCULATED VALUES
Statement 1 - I buy clothes I like , regardless of current fashion -23.07
Statement 2 - I buy new fashion looks only when they are well accepted - 1.75
Statement 3 - I am not as concerned about fashion as I am about modest prices and wearability.45.77

Statement 4 - I prefer to buy well-known designer labels rather than take a chance on something
new. - 5.79

Statement 5 - I plan my shopping trips carefully - 3.97

As per the above analysis , we inferred that there is a significant difference in the purchase
behaviour vis a vis concern for fashion & vis a vis the importance placed on price & wearability by
the 2 groups. The remaining traits are not different from each other.

1.7 Attributes that contribute to the final purchase

40
36
35

33
31

30

31
28

28
26

25

25
22

20

20

18
16 16

18
16

19 19

18

18

16

15
10

13
10

Rank 1
Rank 2
Rank 3
Rank 4
Rank 5

10
8
5

5
0
Product Range
& variety

Price

Quality

Comfort

Design

To further read into the chart, we calculated the weighted average, through which Quality (3.5) ,
Comfort (3.33) & Design (3) matters the most to the consumer. Followed by product range &
variety and Price of the goods.

2 Consumer behaviour towards Fab India

2.1Frequency of purchase
60

Value

Frequency

57

50

Every Month

Every 2 Months

15

Every 3 Months

23

More Than 3

57

40
More Than 3 months
Every 3 months
Every 2 months
Every Month

30
23
20

15

10

0
More Than 3
months

Every 3 months Every 2 months

Every Month

Majority of the sample purchase on a frequency of more than 3 months

2.2 Items purchased

90

83

80
70

Value

Frequency

60

Ready To wear
Garments

83

50

Home Linen

26

40

Organic Products

23

30

Personal Care

19

20

Accessories

16

Furniture

26

Ready T
Home L
Organic
Persona
Access
Furnitu

23
19

16
7

10
0
Ready To wear Home Linen
Garments

Organic
Products

Personal Care Accessories

Furniture

Majority purchases ready to wear garments followed by Home linen gaining the second position
and the rest follow

2.3 Amount Spent by the consumers

45

42

40

Value Frequency
100-1000

35
30

15

26

1001-2000

26

25

2001-3000

42

20

17
15

15

3001 and
above

17

10
5
0
100-1000

1001-2000

2001-3000

3001 and above

Majority of the sample spends between INR 2001 - INR 3000

2.4 Attributes that contribute to the purchase at Fabindia

45
40

40

34

35
30

34

28

28
26

20

25

24

25

20

19

18

28
24

20

20

18

17

16

15

14

15

Fab India Brand Value

Range & Variety
Price
Quality of product
Traditional Work

12
10

10

9
7

5
0
1

Traditional Work and quality are the major reasons why a consumer shops at Fabindia. Also the
Brand has created a value proposition for itself in the consumers mind.

2.5 Rating of the Fabindia products

2.5.1 Mens Apparel
45
40

39

38

35

31

30

30
25

23

HIGHLY S
SATIS
AVG
UNSATIS
HIGHLY UN
NA

23
20

19

20

16
15

35

34

33

15

13

12
9

10

10 10

13

12

0
VARIETY

QUALITY

SERVICE

PRICE

DISPLAY

According to the consumers of Fabindia, the product variety, quality, price and display of the
goods in the store of mens apparels is Satisfactory whereas the service provided by the sales
staff is only Average.
2.5.2 Womens Apparel
50
45

43
40

40

37

35

33
30

30
25

34

33

25

24

HIGHLY S
SATIS
AVG
UNSATIS
HIGHLY UN
NA

24

21

21

20
16
15
11
9

10
6
5

11

7
5

11

11
8

5 5

1
0
VARIETY

QUALITY

SERVICE

PRICE

DISPLAY

 Mostly consumers of Fabindia find the product variety, quality, price, display of the goods in the
store and service provided by the sales staff in case of womens apparels to be Satisfactory.
2.5.3 Home Decor

40
35

35

33

32
30

30

31

30

27
25

25 25
22

HIGHLY S
SATIS
AVG
UNSATIS
HIGHLY UN
NA

22
19

20

16
15
11

11

11

11

10

7
5

11

11

7
5

14

13

0
VARIETY

QUALITY

SERVICE

PRICE

DISPLAY

The variety of Home Furnishing and Dcor items is considered to be average by the maximum
no. of people. However, a very close and equal ranking is also given to Highly Satisfactory and
Satisfactory. Quality and Service provided by the sales staff is Satisfactory. Display of the goods
is Average whereas Price is Satisfacoty-Average for most of them.

 2.5.4 Organic Products

50
44

45
40
35
30

32
30 30

29

29

29

HIGHLY S
SATIS
AVG
UNSATIS
HIGHLY UN
NA

27
24

25
20

19

20

17

16

15

15

13

12
10

10

10

10

8
6

10

10
8

0
VARIETY

QUALITY

SERVICE

PRICE

DISPLAY

Fabindia consumers are highly satisfied by the variety and quality it offers for Organic Products.
The service provided by the sales staff is only of average level. However, the price and display of
the goods is also pretty satisfactory.
2.5.5 Jewellery & Accessories
40

38
36

35

35

34
30

30
27

24

25

HIGHLY S

22
20

AVG

18

15

UNSATIS
14

13
11

10

SATIS

20

14

14

14

14

15

11

14

14
11

0
VARIETY

QUALITY

SERVICE

PRICE

DISPLAY

HIGHLY UN
NA

 Jewellery and accessories section seems not to be very pleasing to Fabindia consumers as most
of them think that the variety, service of the sales staff, price and display are only of average
level. Only quality is considered to be little satisfactory.
2.6 Awareness levels of Fabels

YES
42%

Value Frequecy
YES

42

NO

58

NO
58%

The pie chart clearly indicates that the majority of the sample is unaware about Fabels
(58%)

Through further analysis we understand , the sample proportion that is aware of Fabels
consists of the following ages: 18 - 24 - Makes up for 24% of the aware population, 25-34
of 40% , while the 35 & above age group form the remaining 33% of the aware
population

3 Population that is aware of Fabels

3.1 Number of people that have purchased at Fabels

Value Frequecy
YES

22

NO

20

48%

52%

A majority of the sample who are aware about Fabels have not made a purchase yet. But there is
not a marginal difference between the two entities
3.2 Reasons for not purchasing
12"

High Price
Lack of variety
Fit issue
Design Not
suitable
Cannot associate
the brands

2
10
8

10"
8"
6"
10"

4"

8"
5"

2"

2"

2"

0"
High"Price"

Lack"of"
variety"

Fit"issue"

Design"Not"
suitable"

Others"

Majority who did not purchase feel strongly that Fabels lacks variety and fits are unsuitable

3.3 What items were purchased ?

16%
Item
Category
Top Wear
Bottom

Purchase

Top Wear
Bottom Wear
Accessories

14
5

20%

64%

Accessories 3

Majority of the sample has bought Topwear followed by bottom wear & accessories.
3.4 Will the sample indulge in repurchasing the brand again ?

8.75
7
5.25
3.5
1.75
0

Yes

Maybe

Definitely
Yes

Majority of the sample that has purchased the brand will repurchase it .

4 Sample that was made aware about Fabels

4.1 Readiness to purchase
VALUE

FREQ

PERCENTAGE

Def Yes

12.07

Yes

17

29.31

Maybe

22

37.93

No

12

20.69

Def No

0.00

We infer that out of 58 people who were introduced to Fabels, only 20% actually refused to buy
it whereas the majority said it might be interested in buying Fabels which made up nearly 38% of
respondents asked. Definitely Yes and Yes together totalled up to nearly 41% of the responses.
This means that 24 were willing to buy Fabels, 22 might be interested and only 12 people said
they will not be interested.
4.2 Reasons for not feeling the need to purchase

High Price

Lack of Variety

11

Design Not
Suitable

11

Others

Respondents could choose one or more reasons for not purchasing Fabels. 11 respondents said
that the variety is less and they wouldnt be interested. Design not suitable also got 11 responses
whereas price does not seem to be a very major issue.
.

5.Readiness to accept Fabels as a brand of Fabindia

5.1 Consumers who have purchased

48%

Value Frequecy
YES

22

NO

20

5.2 Consumers who shown interest in purchasing

52%

consumers interested in purchasing

25%
yes &
definitely
yes
May be
No

39%
17
16
11

36%

yes & definitely yes

May be

Null hypothesis (Ho : age group is independent of consumer readiness)

Alternate hypothesis (H1 : age group is dependent of the consumer readiness)
Significance level is 0.05
Calculated value is 2.39
Table value at degree of freedom 4 is 9.488
Conclusion- the age group and the readiness of the consumers are independent attributes.

No

6 Consumer profile for Fabels drawn from the sample

6.1 Consumer Age
5%

Age
18 - 24
25 - 34
35 - 44
45 - 54
55 & OVER

Frequency
17
25
9
5
3

9%
29%
15%

42%
18 - 24 25 - 34 35 - 44

45 - 54 55 & OVER

Majority of fables consumers fall under the age group of 25-34.

6.2 Consumer Gender

27%

Gender
MALES
FEMALES
TOTAL

Frequency
16
43
59
73%

MALES

The consumer profile of fables have a majority of women.

FEMALES

6.3 Consumer Household Income

8%
10%

VALUE
FREQUENCY
Less than 2.5
5
Lac P.A
Between 2.6
6
Lacs - 4 lacs
Between 4.1 L
17
- 6L
More than 6L
31

53%

29%

53% of the consumers earn more than

Less than 2.5 Lac P.A

Between 4.1 L - 6L

Between 2.6 Lacs - 4 lacs

More than 6L

6lakhs per annum

6.4 Consumer Occupation
10%

Value
Employed
Self
Employed
Student
Homemaker

0%

Frequency
24

41%

11
30%

18
6

19%
EMPLOYED
STUDENT
OTHERS

Most of the consumers buying fab India are

employed.

SELF EMPLOYED
HOMEMAKER

6.5 Consumer Psychographics

4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
I buy
clothes I
like,
regardless
of the
current
fashion
Series1

4.05

I prefer to
I amnot as
buy well
concerned
known
I buy new
about
designer
looks only
fashion as I
labels rather
when they
am about
than take a
are well
modest
chance on
accepted
prices and
something
wearability
new
3.56
3.75
3.36

I plan my
shopping
trips
carefully

3.71

Consumers are indifferent to the current fashion therefore they will buy what they perceive is
best buy for them

They will buy what is worth buying, as they are more concerned about pricing than fashion, so
fab India should price their merchandise accordingly.

It will keep the customers loyal to the brand.

Fab India can make the consumers aware about any new collection they come up with, as the
consumers plan their shopping trip carefully

PRODUCT
RANGE AND
VARIETY

12.07

9.67

10.13

12.8

14.27

6.6 Consumer Attribute Ranking

PRICE
RANGE
OFFERED

QUALITY

COMFORT
AND FITS

DESIGN

The consumers of fables rank quality the highest of all, therefore it should be the main focus of
fab India to not loose its customers on this attribute.

Next thing that consumers look up to is the comfort and fits followed by the design and product
range and variety.

These attributes can help fab India understand its customers perception while they plan their
shopping trips.

7 Consumer Perception

600
530

516

503

500

446

400

357

486

439

372

338

362

300
200
100

ER
N
G
ES
I
D

FO
M
CO

ER
S

RT
A

BL
E

AT
IL
E

IC
N
ET
H

CO

TE
M

PO

RA

RY

CONSUMERS WHO WERE

AWARE
CONSUMERS WHO WERE
NOT AWARE

Is there a difference in the perception about Fabels among the two target groups of Fabels?

Chi square test at 0.05 significance level

Null hypothesis: No difference
Alternate hypothesis: Difference in their perception
Calculated value of chi square=43.33
Table value-9.488 at dof-4
Therefore, we reject the null hypothesis to conclude that there is a difference in the perception of
the two target groups of Fabels.

7.1 Perception Ranking

Overall Fabels is perceived as Contemporary and Ethnic which is comfortable. But it is not
versatile.
Consumers aware of Fabels, they perceive it as comfortable and versatile. Also most of them do not
relate ethnic to it.
Consumers unaware of Fabels, perceive it as ethnic and contemporary. But do not think it is
versatile, as perceived by the aware consumers
7.2 Positioning
Based on the above perception Fabels must strengthen its position as a contemporary wear , and
create better emphasis on the fact that it is designer western wear by Fabindia.

8. Competitive Analysis

8.1.A Competitive Analysis of rating - Product Variety by Consumer who are Unaware of Fabels

Fabels
Westside
Mother Earth
M&S
Mango
Zara
0

8.1.B Competitive Analysis of rating - Product Variety by Consumer who are aware of Fabels

Fabels
Westside
Mother Earth
M&S
Mango
Zara
0

0.5

1.5

2.5

3.5

4.5

In terms of Product Variety Zara stands the best in both consumers sets. Also Fabels stands the
second last in both the consumer sets. So Fabels needs to introduce more Variety if it wants to
better than its competitors.

8.2.A Competitive Analysis of rating - Price by Consumer who are Unaware of Fabels

Fabels
Westside
Mother Earth
M&S
Mango
Zara
0

0.5

1.5

2.5

3.5

4.5

8.2.B Competitive Analysis of rating - Price by Consumer who are aware of Fabels

Fabels
Westside
Mother Earth
M&S
Mango
Zara
0

0.5

1.5

2.5

3.5

4.5

In terms of Price Westside is the most reasonable band according to the consumers of both the
sets. Fabels is perceived slightly overpriced when compared to all the brands as it is second last
in the order.

8.3.A Competitive Analysis of rating - Quality by Consumer who are Unaware of Fabels

Fabels
Westside
Mother Earth
M&S
Mango
Zara
0

0.5

1.5

2.5

3.5

4.5

8.3.B Competitive Analysis of rating - Quality by Consumer who are aware of Fabels

Fabels
Westside
Mother Earth
M&S
Mango
Zara
2.9

3.1

3.2

3.3

3.4

3.5

3.6

3.7

3.8

3.9

Perspectives of both the consumer sets differ for Quality. Zara is the most preferred by consumers
unaware of Fabels and it stands 4th when compared to all. So in terms of Quality Zara is the
biggest competition and Fabels need to up their quality quotient. But Mother Earth and M&S are
the biggest competition when it comes to consumer who are aware of Fabels.

8.4.A Competitive Analysis of rating - Comfort by Consumer who are Unaware of Fabels

Fabels
Westside
Mother Earth
M&S
Mango
Zara
0

0.5

1.5

2.5

3.5

4.5

8.4.B Competitive Analysis of rating - Comfort by Consumer who are Aware of Fabels

Fabels
Westside
Mother Earth
M&S
Mango
Zara
0

0.5

1.5

2.5

3.5

4.5

For the consumers unaware of Fabels Zara gives them the best comfort. But for the people aware
of Fabels M&S gives them the best comfort. Fabulous is one of the least for both the set of
consumers. But for people who are aware of Fabels for them, both Fables and Westside have the
same level of comfort.

8.5.A Competitive Analysis of rating - Design by Consumer who are Unaware of Fabels

Fabels
Westside
Mother Earth
M&S
Mango
Zara
0

0.5

1.5

2.5

3.5

4.5

8.5.B Competitive Analysis of rating - Design by Consumer who are Aware of Fabels

Fabels
Westside
Mother Earth
M&S
Mango
Zara
0

0.5

1.5

2.5

3.5

4.5

Zara stands the best for both the consumers when it comes to Designs and Fabels stands the 3rd
for both the set of consumers. Fabels needs to work on its designs to compete with the other
brands.

8.6.A Competitive Analysis of rating - Brand ranking by Consumer who are unaware of Fabels

45
40

Brand

Weighted
Average

35

Zara

5.29

Mango

3.49

Marks &
Spencers

4.41

30

ZARA
MANGO

25

M&S
20

MOTHER EARTH
WESTSIDE

15

FABELS

10
5

Mother Earth

3.7

Westside

3.42

Fabels

2.28

0
1

NA

8.6.B Competitive Analysis of rating - Brand ranking by Consumer who are aware of Fabels

45
40

Brand

Weighted
Average

35

Zara

5.35

Mango

3.53

Marks &
Spencers

3.53

30
ZARA
MANGO

25

M&S
20

MOTHER EARTH
WESTSIDE

Mother Earth

10

Westside

3.3

Fabels

3.35

15

FABELS

0
1

NA

8. Key Findings

The consumer behaviour of a person who purchases at Fab India is as follows :

They purchase at FabIndia in more than 3 months.
They spend between INR 2001 - INR 3000
Majority of them purchase ready to wear garments like Kurtas , Saris and other apparels, while
Home linen seems to be the second favourite amongst its consumers
The qualities that draw them towards making a purchase at FabIndia is the Quality that Fabindia
offers to its customers and the Traditional work. The brand has also created some leverage in
the minds of its consumers
Awareness level amongst the consumers of FabIndia has marginal difference of 6%. With 42%
of the sample who were aware about Fabels, whereas 58% of the population is unaware about
its existence.
In their target group of 18 - 24 only 35% were aware about their brand, awareness levels
increase to 43% in the young adults bracket, which is their second target group.
There are two different sets of people in the target age group of 18-24 and 25-34. One who has
already purchased Fables and the other who says Definitely Yes and Yes they will purchase
Fables.
Through Chi Square it was found that the Age Group and Readiness are not dependent on each
other. So it can be said that whether the consumer will accept Fabels or not is nowhere related to
their age. They are ready to accept Fabels no matter what age they belong to.
By this we have inferred that the Western wear offering from Fabindia does work well for
Fabels for any age group. Overall Fabels is perceived as Contemporary and Ethnic which is
comfortable. But it is not versatile. Consumers unaware of Fabels, perceive it as ethnic and
contemporary.

 Through Chi Square it can be found that there is a difference in Perception about Fabels for the
two different target age groups. The Perception varies a lot within the groups. Contemporary
was rank 1 for age group 18-24 but for 25-34 Comfort was 1.
Based on the above perception Fabels must strengthen its position as a contemporary wear , and
create better emphasis on the fact that it is designer western wear by Fabindia and differentiate
itself from the Ethnic tag that Fabindia carries.
Consumer Profile for Fabels:
People who would like to buy fabels belong to an age group of 25-34 and are employed
Quality is the attribute which the customer of fabels foresee
Comfort and fits are liked by this group
People have accepted fables as a part of fabindia being a western ethnic brand.

9. Suggestions

They need to build better awareness amongst its target group of the youth.
There is a dire need for better merchandise variety which they lack , where as its competition set
Zara and Mango , Marks & spencers are racing ahead in variety.
Fabindia needs to surge ahead with the making its consumers aware about their western wear
offering
Comfort and Fits has to be strengthened
Understanding from the analysis of Chi-square test of independence , Fabels has a larger market
they could tap into incase the give up on the Youth target aspect.

10. Limitations

Firstly, our research was only restricted to the consumers of Fab India

This research is valid only for the Bengaluru consumers of fab India.

Non probability method does not give everyone a chance to be a part of consumer sample

Research was limited to only consumers who have bought from fab India in the previous 6
months

Most of the respondents were not sure about buying the brand fables.

11. Questionnaire
We are students from NIFT, masters programme and would like some of your precious time to
conduct a small survey for our Market Research project.

Section A

1. Name
2. Approximate Age
18 - 24

( )

25 - 34

( )

35 - 44

( )

45 - 54

( )

55 and over

( )

3. Gender M ( ) F ( )
4. Occupation
Employed

( )

Self Employed

( )

Student

( )

Homemaker

( )

Others, please specify ________________________

5. Household Income
Less than 2.5 lakhs per annum

( )

Between 2.6 lakhs and 4 lakhs

( )

Between 4.1 lakhs and 6 lakhs

( )

More than 6 lakhs

( )

6. When shopping for an everyday dress, how many stores do you typically visit?
1

( )

2-4

( )

5-7

( )

8 and more ( )

7. Listed below are some statements, please check one box for each statement to indicate the
extent to which you agree or disagree with each statement.
Statements

Strongly
agree

Agree

Neutral

Strongly
Disagree

Not Sure

I buy clothes I like,

regardless of current
fashion
I buy new fashion looks
only when they are well
accepted.
I am not as concerned
about fashion as I am
about modest prices and
wearability.
I prefer to buy well-known
designer labels rather than
take a chance on
something new.
I plan my shopping trips
carefully
8. Please rank the following attributes you consider while making a purchase deciding from 1 to 5,
( 1 being most preferred & 5 being the least )
Product range / variety

( )

Price range offered

( )

Quality

( )

Comfort & Fits

( )

Design

( )

Section B

9. How often do make purchases at Fab India? (Tick one)

Every month

( )

Every 2 months

( )

Every 3 months

( )

More than 3 months

( )

10. What do you buy from FabIndia? (Tick one or more)

Ready to wear garments - kurta, tops, pants, salwars, sarees, etc

( )

Home linen - upholstery fabric, curtains, floor coverings, etc

( )

Organic products - tea, pickles, grains

( )

Personal care products - bathing soaps, face wash

( )

Accessories - jewellery, bags

( )

Furniture - tables, shelves, sofas, beds

( )

11. On an average, how much do you generally spend in Fabindia per visit (INR)? (Tick one)
100 1000

( )

1001 - 2000

( )

2001 3000

( )

3001 & above

( )

12. On a scale of 1 to 5, 1 being the most important, rank the following attributes influencing your
purchase decision at Fabindia
Traditional work

___

Quality of the product

___

Price

___

Range of products available ___

The Fabindia Brand

___

13. Rate your experience at Fabindia in terms of your satisfaction level on scale of 1 to 5 where,
[1 Highly Satisfactory,

4 Unsatisfactory,

2 Satisfactory,

5 Highly Unsatisfactory]

3 Average,

Product range/
variety

Quality

Service provided Price range

by the sales staff offered

Apparels (Men)
Apparels
(Women)
Home Furnishing
and Dcor
Organic Products
Jewellery and
accessories

14. As a consumer of Fabindia have you heard about Fabels?

If No, then go to section D

( )

Display of
goods in the
store

Section C
Interviewee is aware about Fabels

15. Knowing that Fables is a brand of Fabindia does it affect your purchase decision? (Tick one)

Definitely
Yes
( )

Yes
( )

Definitely
No
( )

No
( )

Maybe
( )

16. Under the following product attributes, rate the given product range of Fabels on a scale of 1 to
5, where
[1 Excellent,

4 Fair,

2 Good,

5 Low]

3 Average,
Product
Price range
range/variety offered

Quality

Comfort &
Fits

Design

Apparels (Men)
Apparels
(Women)
Accessories
17. Have you ever purchased Fables?
If No then go to Question 20

( )

If Yes then answer the following questions

( )

18. What have you purchased from Fabels? (Tick one or more)
Top Wear

Bottom wear

Accessories

Shirts

Skirts

Bags

Jackets

Pants

Shoes

Tops

Capris

Jewelry

19. Will you considering purchasing Fabels again? (Tick one)

Definitely
Yes
( )

Yes
( )

Maybe
( )

No
( )

Definitely
No
( )

20. I have not purchased Fabels, because (Tick one or more appropriate reasons)
High price

( )

Lack of variety

( )

Fit Issue

( )

Design not suitable

( )

None of the above. Specify ____________________________

21. According to your perception about Fabels, evaluate each attribute out of a total of 20 points (It
is not necessary to choose all the options. You may only assign points to words you think are
relevant)
Contemporary

( )

Ethnic

( )

Versatile

( )

Comfortable

( )

Designer

( )

22. Rank the following from 1 to 6 in the order of your preference of a western wear brand, 1 being
your 1st preference:
Zara

( )

Mango

( )

Marks and Spencers

( )

Mother Earth

( )

Westside
Fabels

( )
( )

23. Please rate the following brands for the attributes given on scale of 1 to 5, where
[1 Excellent,

4 Fair,

2 Good,

5 Low]

3 Average,
Product
Price range
range/variety offered
Zara
Mango
Marks &
Spencers
Mother Earth
Westside

Quality

Comfort &
Fits

Design

Section D
Interviewee is informed about Fabels via a catalogue

24. Now that you know about the western wear of Fabindia Fabels, would you be interested in
buying a western piece of merchandise from Fabels?

Definitely
Yes
( )

Yes
( )

No
( )

Maybe
( )

Definitely
No
( )

25. If no, kindly choose the appropriate reason. (Tick one or more)
High price

( )

Lack of variety

( )

Design not suitable

( )

Others. Specify ____________________________

26. Under the following product attributes, rate the given product range of Fabels on a scale of 1 to
5, where
[1 Excellent,

4 Fair,

2 Good,

5 Low]

3 - Average
Product
Price range
range/variety offered
Apparels (Men)
Apparels
(Women)
Accessories

Quality

Comfort &
Fits

Design

27. According to your perception about Fabels, evaluate each attribute out of a total of 20 points (It
is not necessary to choose all the options. You may only assign points to words you think are
relevant)
Contemporary

( )

Ethnic

( )

Versatile

( )

Comfortable

( )

Designer

( )

28. Rank the following from 1 to 6 in the order of your preference of a western wear brand, 1 being
your 1st preference:
Zara

( )

Mango

( )

Marks and Spencers

( )

Mother Earth

( )

Westside

( )

Fabels

( )

29. Please rate the following brands for the attributes given on scale of 1 to 5, where
[1 Excellent,

4 Fair,

2 Good,

5 Low]

3 Average,

Product
Price range
range/variety offered

Quality

Zara
Mango
Marks &
Spencers
Mother Earth
Westside
Thank you

Comfort &
Fits

Design

11.1 Catalogue

12. Bibliography
References

1. Noel Mark Nol (2014).A benchmark process for measuring consumer perceptions of total
quality. International Journal of Market Research Vol. 56 Issue 2
2. Banyt, aneta Paunksnien and Aura Rtelion (2007). Peculiarities of Consumer Perception
in the Aspect of Marketing to Women. ISSN 1392-2785 Engineering Economics. No 1 (51)
3. Tefan Hampel , Daniel Heinrich & Colin Campbell (2012). Is An Advertisement Worth The
Paper Its Printed on?. Journal Of Advertising Research , March 2012.

Sources

Rasul Bailay (2014). Fabindia to introduce Western wear brand 'Fabel' next week. Economic
Times (17, April)

Team Grazia. (2014). Fabindia launches Fabels. Grazia (25, April)

Ajita Shashidhar . (2014). Fabindia gears up to follow high-growth path. Business Today (18,
April)

Fabindia Official website

web.b.ebscohost.com