FABINDIA - Consumer Analysis

TYPE THE DOCUMENT TITLE  0 
FABINDIA 
Observation in Consumer Behavior 
[R Swathi, Pooja Udaikumar, Snigdha Kapoor, Syed Hyder]

1
CONTENTS
S.No TOPIC Page No.

1. OBJECTIVE OF THE RESEARCH 2
2. INTRODUCTION – FABINDIA 3
3. SURVEY QUESTIONNAIRE 4
4. SURVEY ANALYSIS 6
5. INDIVIDUAL OBSERVATIONS – R Swathi 46
6. INDIVIDUAL OBSERVATIONS – Snigdha K 48
7. INDIVIDUAL OBSERVATIONS – Syed Hyder 49
8. INDIVIDUAL OBSERVATIONS – Pooja U 50
2
Objective of the Research:
 Aimed to observe the consumer behavior in retail outlet Fabindia, with the 
help of demographics and psychographics analysis.  
 Understanding behavioral patterns of consumers through this research is our 
motive. 
Research Design:
Quantitative data was collected through survey questionnaires. Individual interviews

were carried out to obtain qualitative data.
Defining the Population:
Based on demographics elements like sex, race, age, income, occupation, educational
attainment, home ownership, employment status, location and based on psychographics
attributes like interests, activities, opinions, behavioral patterns, habits, lifestyle, hobbies,
etc., the population was defined.
Data Collection tools:
Tools used for this research are Survey Questionnaires.
Defining the sample:
The respondents were majorly from Pune, few from Mumbai and had a sample from
Spain.
3
INTRODUCTION – FABINDIA
Fabindia was founded with the belief that there was a need for a vehicle for marketing the
vast and diverse craft traditions of India and thereby help fulfill the need to provide and
sustain employment.
The major portion of Fabindia’s 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) & Fabindia’s 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 fibre
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; moisturizers, body scrubs, face packs, hair conditioners & special skin care
products.
The core idea behind the Fabindia marketing is blending indigenous craft techniques with
contemporary designs to bring aesthetic products to today’s consumers.
4
Survey Questionnaire
1. How frequently do you shop for apparels?

a. More than once a month b. Once in 2 months
b. Once/twice in 6 months d. Once in a year
2. What type of clothes do you usually prefer to wear? 
a. Formals
b. Casuals
c. Denims
d. Traditional
e. Others, please specify ______________________
3. What kind of fabric do you prefer?

a. Cotton b. Silk
c. Polyester d. Synthetic e. Others, ________________
4. On what occasion do you buy apparels/clothes?

a. Festivals b. Discount season
c. Birthdays / Special occasions d. Based on need
5. Which are your preferred Brand /Store?  ___________________________________ 
 
6. Is this your first visit to Fabindia? 
a. Yes                                                    b. No 
 
i. If yes, how did you get to know about Fabindia? 
o Internet 
o Word of mouth 
o Print Ads/ Hoardings 
o Gift Vouchers 
o Others, specify _____________________ 
 
ii. If no, how often do you visit Fabindia? 
o Once in 15 days 
o Once/More than once in a month 
o Once in six months 
o Once in a year 
 
7. How much do you spend generally spend on clothes in Fabindia? 
a. 400 – 1000 
b. 1000 – 1600 
c. 1600 – 3000 
d. 3000 and above  
8. Rank the following factors on the scale of 1 – 5 based on your decision to visit Fabindia or buy 
their products? (1 being the lowest to 5 being the highest) 
 
a. Range of products made available                                   _____ 
b. Price range offered                                                             _____ 
c. Service provided by the staff                                            _____ 
d. Display of goods                                                                  _____ 
e. Ambience and cleanliness in the store                           _____ 
5
 
 
9. Rate your experience at Fabindia in terms of your satisfaction level for the following:
[5 - Highly satisfactory, 4 – Satisfactory, 3 – Average, 2 – Unsatisfactory, 1 – Highly
unsatisfactory]
Products Service Price Ambience Display of

range/variety provided by range and goods in
the sales offered Cleanliness the store
staff of the store
Apparels
(Men)
Apparels
(Women)
Home
furnishing &
decor
Organic
products
Jewelry and
Accessories
10. Which products would you want Fabindia to launch?
Gender: Male / Female

Age: ________________ years
Place: _____________________
Occupation: _________________
Income:
a. Less than 2.5 lakhs per annum
b. Between 2.5 lakhs and 4 lakhs
c. Between 4 lakhs and 6 lakhs
d. More than 6 lakhs
6
SURVEY ANALYSIS
1. How frequently do you shop for apparels?
7
2. What type of Clothes do you usually prefer to wear?

8
3. What kind of fabric do you prefer?

9
4. On what occasion do you buy apparels/clothes?

10
5. Which are your preferred brand/store?

11
6. Is this your first visit to Fab India?

12
7. If yes, how did you get to know about Fabindia?

13
8. If no, how often do you visit Fabindia?

14
9. How much do you spend generally spend on clothes in Fabindia?

15
10. What products would you want Fabindia to launch?

16
11. How much do you rate range of products made available in Fabindia on a scale of 5?
(1 being the lowest and 5 being the highest)
17
12. How much do you rate the price range offered in Fabindia on a scale of 5? (1 being
the lowest and 5 being the highest)
18
13. How much do you rate service provided by the staff in Fabindia on a scale of 5? (1
being the lowest and 5 being the highest)
19
14. How much do you rate display of goods in Fabindia on a scale of 5? (1 being the
lowest and 5 being the highest)
20
15. How much do you rate ambience and cleanliness in Fabindia store on a scale of 5? (1
being the lowest and 5 being the highest)
21
16. Rate your experience at Fabindia in terms of your satisfaction level for the following :
Products range/variety (Apparels Men)
22
Service provided by sales staff (Apparels Men)
23
Price range offered (Apparels Men)
24
Ambience and cleanliness of the store (Apparels Men)
25
Display of goods in the store (Apparels Men)
26
Products range/variety (Apparels Women)
27
Service provided by sales staff (Apparels Women)
28
Price range offered (Apparels Women)
29
Ambience and cleanliness of the store (Apparels Women)
30
Display of goods in the store (Apparels Women)
31
Products range/variety (Home furnishing & décor)
32
Service provided by sales staff (Home furnishing & décor)
33
Price range offered (Home furnishing & décor)
34
Ambience and cleanliness of the store (Home furnishing & décor)
35
Display of goods in the store (Home furnishing & décor)
36
Products range/variety (Organic products)
37
Service provided by sales staff (Organic products)
38
Price range offered (Organic products)
39
Ambience and cleanliness of the store (Organic products)
40
Display of goods in the store (Organic products)
41
Products range/variety (Jewelry and Accessories)
42
Service provided by sales staff (Jewelry and Accessories)
43
Price range offered (Jewelry and Accessories)
44
Ambience and cleanliness of the store (Jewelry and Accessories)
45
Display of goods in the store (Jewelry and Accessories)
46
MY OBSERVATIONS
R Swathi – Roll number 187
The frequency to shop for apparels from the survey shows that a good number of people
shop frequently, say, once in two months’ period. Out of total 25 people, 16 people shop
at least once in two months. Out of 16 people, 6 people said that they shop for more than
once in a month. Three people shop once in 6 months and 9 people shop once in a year.
64% of people shopping at least once in two months from the sample reveal that
shopping for apparels is showing increasing trend.
One more interesting aspect of the survey is that all men who said, they shop once in a
year belong to the age group of 20-25 years.
Also, Formal and traditional attires are giving way to casual clothing and the same
number of people prefer cotton.
The need based shopping is on the increase compared to shopping on special occasions,
which is a shift from the earlier decades’ trend.
Fabindia is the leading preferred brand followed by Levis. However, out of sample
population of 25, only 7 had opted for this brand. This shows tough competition among
the branded apparels. People have many more choices in the modern apparel world; it is
only the quality of the product and sales promotion measures that would clinch the
customers towards the brand.
Fabindia is quite popular with the whole sample though many preferred other brands
during the Survey. Only 5 people said that this was their first visit. Here you see both
positive and negative aspects. Though 20 people said that they had earlier visited
Fabindia, only 7 people gave Fabindia as their first choice. Therefore, besides the Sales
promotion measures, there is a need to devise methods for customer retention and
satisfaction.
The above point is confirmed with the next question of Survey – When they (20 persons
who were not the first time visitors) were asked how often they shop at Fabindia, exactly
the same number of persons, 7, said that they used to visit once in 15 days or in a month;
9 persons said that they would visit once in 6 months. The remaining opted for once in a
year. Therefore, there exists a co-relation: The number of persons frequently visiting
Fabindia and the number of persons preferred Fabindia Brand. There is a Brand Value
created for Fabindia, which can be enhanced. The study aims towards this idea and the
following questions pattern was designed to determine the customer’s preferences and the
deciders that influence their decision of buying.
47
The disposable income for apparels is a major factor. Out of 25 –
8 persons spending 400-1000 every visit

9 persons spending 1000-1600 every visit
There is no clear winner about the products that they look for from Fabindia.
The ratings on a scale of 1 to 5 for Fabindia awarded by the people surveyed are given
hereunder under various criterions:
1. Availability of products - Rating 4 is given by 14 people; 4 & 5 by 15 people

2. Price range offered - Rating 4 is given by 5 people: 4 & 5 by 7 people
3. Service provided by Staff - Rating 4 is given by 7 people: 4 & 5 by 12 people
4. Display of goods/products - Rating 4 is given by 10 people: 4 & 5 by 19 people
5. Ambience - Rating 4 is given by 10 people: 4 & 5 by 20 people
The price range and service provided by Staff are lowly rated and hence there is scope for
improvement in this area.
This shows clearly that the customers –
1. Recognize Price range as a problem.

2. Service provided by Staff though not viewed as a problem, indicate that they are
not very much satisfied, which is still regarded as a minor issue.
3. The information search of other brands, price comparison and evaluating the
alternatives by the consumers are very visible.
4. There could be a perception in the minds of the consumers (the survey had not
clearly brought it out – though could be inferred) that Fabindia caters to the
Premium Segment.
5. Also, there is a demand from their customers to have brand extension into various
other domains such as home products, range of accessories and jewelry, footwear,
etc.
Now –
Fabindia can focus on Premium Segment as they cannot bring in reduction in prices given
the cost of the inputs, but can improve Service and availability of products. They can
target this segment through aggressive sales promotion measures. With Ambience and
display of products are well received by the respondents, and there are good number of
people in the age group above 25, opting Fabindia as a lead brand there is good
marketing potential.
This Survey concludes that given the pricing constraints, Fabindia can concentrate more
on the Premium Segment and India growing with GDP of 8% and above, the disposable
income for apparels is likely to witness good increase and the consumers for this Segment
are expected to increase.
48
MY OBSERVATIONS
Snigdha Kapoor – Roll number 145
Quintessential Indianness in fabric through the years, Fabindia is popular for authenticity
of hand-woven fabric.
During the visit, I observed the segment that comes to the place belongs to a niche and
upper middle and middle class category, mainly dominated by women, women who are
independent and have a powerful personality. Large chunk of buyers are repeat
purchasers. People who come to purchase clothing are supporters of craft.
They perceive Fabindia to be good on quality and have a fixed price which is generally
on a higher side as compared to the local market but affordable for the upper middle class
since they crave for quality, design, and durability.
There were people who looked for more colors and prints on their clothing, who did not
like Fabindia, as they found it dull and boring. Fabindia clothes can be recognized easily
as they are unique in their own way. They have a typical texture, material and print.
Young girls visiting the place said that they love Fabindia, as one can put together, mix
and match, Salwar, Kameez, Dupatta, and also shirts, skirts, pants jackets, etc. It is
generally a hit or miss situation, but the store is fun, and one can try on everything. The
clothes give them the comfort, the style, the variety and the sizes they wish for.
The most interesting fact about the brand is that even though the color of the cloth fades
away in a wash or two, that even though the designs or prints are monotonous beyond a
point, people still are loyal to the brand. That is why they have repeat customers. It’s the
trust that the brand has built over a period of 50 years that people look at the positives of
the brand and ignore certain shortcomings by understanding them.
People come for an experience, and not just to buy something. It’s the emotional connect
that they achieve by visiting the place. They get a sense of belongingness and Indianness,
the feeling of staying connected to the roots of the ‘Indian’ culture.
49
MY OBSERVATIONS
Syed Hyder – Roll number 189
Fabindia is a well-established brand with branches all over India and even abroad.
We visited Fabindia, DP Road branch, Pune in the afternoon between 11am-3 pm.
A few personal observations regarding the store were that the ambience was very
enriching. Gave an ethnic feel and also the sales people were warm and friendly.
Consumer behavior:
The footfall during that span between 11am-3 pm was less but continuous in the store.
There was an eclectic mix of people.
The layout of the store was such that there was a single entry cum exit point and there
were cash counters near the entry/exit. Just next to that portion was the furniture and
accessories section, also there were smaller goods, edible items etc next to that section.
Further, there was an imitation jewelry section, a few more of furniture and furniture
accessories and then finally the garments and apparels section.
In my observation, majority of the people who came to the store just glanced through all
the aforementioned sections and went straight to the garments and apparels section. They
made their first tryouts or purchases in the garments, apparels section and then moved on
to other sections.
Many of the customers were repeat customers and quite satisfied by the available items.
The sales persons knew their regular customers well and coordinated quite well. After
making their purchases at the garments section, these customers then went on to other
sections in the order of the layout of the store. Few went on to buy the upholstery, linen,
mats, jewelry etc.
There was a group of foreigners as well who seemed quite at ease with Fabindia and
looked like repeat customers as they were dressed in Fabindia products.
There were a few first time visitors as well who seemed to be students. They didn’t make
any significant purchases but went about scanning the place and seemed bemused by the
overall ambience of the store. They could convert into potential repeat customers, as they
seemed satisfied with the Fabindia experience.
A major observation is that Fabindia has a huge appeal in garments and apparels sector.
They have also been smart in planning the layout well so that the customers actually
glance over other products as well on the way to the garments section.
50
MY OBSERVATIONS
Pooja Udaikumar – Roll number 200
Consumer behavior is the study of individuals, groups, or organizations and the processes
they use to select, secure, use, and dispose of products, services, experiences, or ideas to
satisfy needs and the impacts that these processes have on the consumer and society.
On visiting the Fabindia store there were a few observations regarding consumer
behavior that I inferred:
Culture: The products offered at Fabindia are intrinsically Indian in nature and their
strongest advantage is probably playing the culture card. Aligning themselves in terms of
textile, design and colors to appeal to the Indian sensibilities, they have positioned
themselves as the premium one-stop shop for people looking for good quality ‘Indian’
products. Another point of interest was that the store is quite popular with tourists who
view it as a brand to get Indian products with the quality assurance of an internationally
renowned brand name.
Ambience: It is understood that consumers benefit form stores that are designed
effectively to promote efficient shopping. The ambience of the store was airy, open and
inviting. Harmonious and earthy, it is designed to appeal to the senses. The very décor
was true to the Fabindia look and feel.
Service: Perhaps standout bone of contention with the store was in terms of the service
personnel. The attire of the service personnel clashed inconsistently with the store look
and feel and brand identity as a whole. I observed that the personnel could connect with
the consumers more if they were aligned to the brand identity themselves.
I noticed that the service personnel found it difficult to communicate with the foreign
nationals that walked into the store. Being the brand that they are, Fabindia could benefit
from working on the communication skills of their service staff, eliniating potential
miscommunication because of language barriers.
Demographics: Most of the consumers could be could be categorized into middle class
and upper middle class, middle aged who have advanced in their career hence being
highly earning women or students with meager income but with aspirational purpose to
visit the store. Factors such as income, nature of one’s profession and level of education
are important factors to compute such a complex variable. I also realized that there were
second-generation loyalists of the brand. While the final decision of the product to be
purchased lay in the hands of the user, the choice of the brand was usually a family
decision.
51
Decision Making: Purchase patterns of the consumers were mostly need based. Consumer
involvement was relatively high at the point of purchase, when it came to apparel and
home products. The personal care and organic products were more impulsive purchases
in nature, being positioned near the cash counter at the exit point of the store. At times
consumers seemed to wrestle with clash between the quality versus price issue especially
when it came to the jewelry and accessories.
Attitudes: A composite of consumer beliefs about, feelings about, and behavioral

intentions within the context of marketing, towards the brand that is Fabindia. It was
observed that the general attitude was positive. Although it was a common understanding
that the quality of the goods was waning, there were brand loyalists who maintained their
positive stand towards the brand.
Discussed above was the operant framework within which the interpretation of consumer
behavior was taken into account.
 
 
 

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[R Swathi, Pooja Udaikumar, Snigdha Kapoor, Syed Hyder]

S.No TOPIC Page No.

Objective of the Research:

Quantitative data was collected through survey questionnaires. Individual interviews

Defining the Population:

Data Collection tools:

Tools used for this research are Survey Questionnaires.

Defining the sample:

1. How frequently do you shop for apparels?

3. What kind of fabric do you prefer?

4. On what occasion do you buy apparels/clothes?

Products Service Price Ambience Display of

Gender: Male / Female

2. What type of Clothes do you usually prefer to wear?

3. What kind of fabric do you prefer?

4. On what occasion do you buy apparels/clothes?

5. Which are your preferred brand/store?

6. Is this your first visit to Fab India?

7. If yes, how did you get to know about Fabindia?

8. If no, how often do you visit Fabindia?

9. How much do you spend generally spend on clothes in Fabindia?

10. What products would you want Fabindia to launch?

The disposable income for apparels is a major factor. Out of 25 –

8 persons spending 400-1000 every visit

1. Availability of products - Rating 4 is given by 14 people; 4 & 5 by 15 people

This shows clearly that the customers –

1. Recognize Price range as a problem.

Attitudes: A composite of consumer beliefs about, feelings about, and behavioral

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