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Marketing Management Assignment

Consumer Choice Process Of Allen Solly Apparel


I have chosen Allen Solly apparel brand that costs over Rs.1000 for my study on
Consumer choice process. I interviewed 5 men and women in various age
groups. Allen Sollys line was targeted at young, contemporary corporate who
was ready to challenge conventions and create his own identity. Over the years
the brand has evolved to achieve a high fashion quotient and appeal through its
exciting, fashionable merchandise and aspirational imagery. I interacted with
consumers and gained valuable insights into their buying decision process,
expectations and feedback on Allen Solly.
What influences consumers to buy Allen Solly?
Cultural Factors: Social class are the important influences on consumer buying
behaviour. Middle class, upper middles and lower uppers members show distinct
brand preference towards Allen Solly.
Social Class
Middle Class
Upper Middle Class
Lower Upper Class

Income Group
Rs. 40,000 to Rs. 60,000
Rs. 60,000 to Rs. 80,000
Rs. 80,000 to Rs. 1,00,000

Social Factors: The majority of target segment is young working population.


They are exposed to new lifestyles, attitudes and self concept. Friends, coworkers and professional groups influence the consumers attitudes and
behaviour. These consumers are participants of many clubs and organizations,
hence they would like to define their position in each of these groups in terms of
role and status. They feel Allen Solly reflected the desired status in society.
Personal Factors: The occupational groups with high spendable income,
personality characteristics like sociability, casual and self confidence influence
the consumers choice process. The Allen Solly brand is amongst the most salient
brands in the industry and its core values are Freedom, Casual and Success.
Consumers choose this brand because the brands personality was consistent
with their ideal self-concept( how we would like to see ourselves) and others
self-concept( how we think others see us).
Consumer decisions are also influenced by their Lifestyle and values like their
belief systems that underlie their attitudes and behaviour. Consumers definition
of success has moved from being successful at work meant being successful in
life to being casual and comfortable. Consumers are leading a more holistic
life. They want to succeed at work but also pursue other passions in life.
Casualisation of Wardrobe is becoming the norm. Since people are no longer
interested only in dressing up but instead want to feel comfortable and be at
ease, Allen Solly is re-defining its promise by extending beyond work wear and
now includes casuals and evening wear in its portfolio.

Perception:

Consumers say that work culture in India became more relaxed than before as
organizations has no strict rule about dressing norms; Growing entrepreneurship
amongst the professionals created an opportunity for using work casuals
apparels at the work place and the millennials are keen to look stylish and
modern at their work places. Employees both men and women want to express
their individuality and personality through their apparels and accessories. In
2014, Allen Solly made a heavy burst of advertising in dailies, magazines and
outdoors. The brand has created various platforms for the new age consumer to
engage and participate with the brand thought. Substantial focus was laid on
internet through facebook promotional activities
and social media
marketing campaign application was made available on Android and iOS mobile
phones. This selective attention attracted consumers notice and It also related
to their current need.
Emotions: The consumers feel confident and they feel positive using Allen Solly
clothing to express personal style and look smart.
Hypothetical Mental Map:

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Buying Decision Process:


All the above Consumer psychology and consumer characteristics influences the
consumers apparel buying decision process.
1. Consumers who are participating into social groups especially in
workplace, organizations, clubs and other social gatherings like marriages
etc needed to show their status and personality. This triggered to buy a
brand which reinforces their status and role in that particular situation..
2. Consumers search for information about brands among friends, websites,
salespersons and by handling and examining the product in stores. They
learn about competing brands also like Raymond, Arrow, Belmonte etc.
3. Based on the factors that satisfy the needs, consumers process brand
information and make the final judgement.
4. Since each of the apparel brands has its own bundle of attributes with
varying abilities to deliver benefits, the consumers prioritize their choice of
attributes. The most important attributes are comfort, casual, stylish and
right fit.
5. On evaluation of all these parameters consumers prefer Allen Solly as the
best brand.

On an average consumers spend 1 to 3 hours in the decision making process. It


is generally less for men and high for women. Men made a casual decision and
women made a careful decision with respect to right fit and style.Consumers
bought Allen Solly brand in hyper malls like Focus mall, Highlight mall, Planet
fashion and few Allen Solly outlets in Karaparam area in Kozhikode.
Todays consumer behavior and needs are very different and hence its essential
to speak to consumer in a manner that is appreciated and respected. The
consumer today has the confidence to experiment and express himself without
any inhibitions. Hence Allen Solly should unveil its new retail identity in line with
the new brand thought. They need to build shopping motivation. Consumers are
motivated to seek the benefits of the store and mall-specific promotions and
prices enhancing their shopping basket and orient them towards social,
experiential, utilitarian, pleasant, frictionless, value-based, and quality-led
shopping. In-store shopping experience should also be improved.

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