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Topics covered
Background
Objective
Research Gap
Methodology
Analysis
Findings
Suggestions
Limitations
References
Background
The fashion product life cycle is also becoming shorter
Bogged down by the economic slowdown and high
inflation, Indian consumers are not willing to spend
unless there are discounts or a sale season.
Apparel retailers adopt the technique of EOSS
EOSS is a stock clearance sale offered by the apparel
retailers before start of the next apparel selling season.
Objective
To study the consumer
buying behavior
during End of Season
Sale(EOSS)
Promotion
Product
Place
Price
Preference
Analysis
Research
Gap
Methodology
Research Design
Exploratory in nature
Data sources
Sampling
technique
Sampling frame
Sampling
element
Statistical
population
Questionnaire
design
Demographics
Promotion
Price
Place
Malls
Online
stores
Independen
t brand
stores
Departmen
tal stores
Company
website
Products
Preference
Newspap
er
social
media
SMS
E-mails
Hoarding
s
word of
mouth
Company
website
6
5
2
3
2
2
2
4
5
0
0
1
0
1
2
Channels of Promotion
16-20
21-25
26-30
Newspaper
social
media
31-35
SMS, Newspapers
SMS
36+
Newspapers, Hoardings
E-mails
Hoardings
word of
mouth
Company
website
To study if the Amount spent on EOSS has any relation with the type of EOSS
up to
2000
20004000
40006000
60008000
8000 &
above
Flat
50%
of
Ofers
for
privileg
ed
up to Buy one custom
70% get one ers
15
11
11
28
23
35
13
7
57
1
15
0
22
1
6
9
100
Findings
24% of the people plan their shopping for the
June-July EOSS.
50% of the people in the group of 5-10 lakhs annual
Income plan their shopping especially during EOSS.
Majority of the people buy casuals followed by
footwear, party wear, formals and bags, etc.
Last EOSS experience: Stock and Visual MerchandisingAverage
Store layout, customer service and payment convenienceNot Satisfactory
The amount spent on an EOSS by a consumer is dependent on
the type of EOSS
Suggestions
Limitations
Youth centric
Sample size taken is small for the study of a large
population
Lack of knowledge and expertise in the field
References
2014). Retrieved from http://cynthiakocialski.com: http://cynthiakocialski.com/blog/the-connection-among-consumer-behaviorpsychology-and-sales/
(2010). Retrieved from www.inc.com: http://www.inc.com/encyclopedia/sales-promotion.html
(2011.). Retrieved from http://economictimes.indiatimes.com: http://economictimes.indiatimes.com/definition/sales-promotion
(2014, June 09th Monday). Retrieved from http://www.fashionunited.in: http://www.fashionunited.in/news/fashion/price-notfashion-driving-indian-consumers-to-buy-090620147150
Eide, F. L. (2015). consumer behaviour. journal of consumer behaviour.
Fishman, M. (2013, August.). Retrieved from www.forbes.com: http://www.forbes.com/sites/dorieclark/2013/08/20/crackingthe-code-of-consumer-psychology/
jain, n. p. (n.d.). Retrieved from www.indiaretailing.com: http://www.indiaretailing.com/7/23/27/13115/What-retailers-wantfrom-EOSS
Krishnakumar, C. T. (2014.). Retrieved from http://www.fibre2fashion.com: http://www.fibre2fashion.com/industryarticle/52/5198/consumer-psychology-behind-apparel-purchase-during-the-end-of-season-sale-eoss1.asp
Pauwels, H. a. (2013.). http://www.ukessays.com/essays/marketing/the-effect-of-sales-promotion-on-consumer-behaviormarketing-essay.php. Retrieved from http://www.ukessays.com.
Pearson, L. (n.d.). Retrieved from http://investors.bazaarvoice.com: http://investors.bazaarvoice.com/releasedetail.cfm?
ReleaseID=857066
Perreau, F. (2012). Retrieved from http://theconsumerfactor.com: http://theconsumerfactor.com/en/5-stages-consumer-buyingdecision-process/
Prasanna, M. (n.d.). Retrieved from www.linkedin.com: https://www.linkedin.com/pulse/20140712090316-206963105-consumer-psychology-behind-apparel-purchase-during-the-end-of-season-sale-eoss
Boone, Louis E.Contemporary Marketing 2006. Thomson South-Western, 2006.