consumer behaviour towards armani jeans accessories
TRANSCRIPT
CONSUMER BEHAVIOUR TOWARDS
ARMANI JEANS ACCESSORIES
GROUP MEMBERS
Abhilasha MehtaSimrin ChadhaTavraj Bindra
• 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
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
StrengthUnique products,
Brand name
WeaknessBad Acquisition,
Weak Management
OpportunitiesFragmented market,
Online market,New products,
Innovations
ThreatsNo path to succession
SWOT Analysi
s
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
Armani Jeans store in DLF promenade
Exclusive patent products in dull tone
Indian buyers like poppy tones.
Factor leading to low sales.
Problem Statement
• 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
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.
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
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
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
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
• 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
• http://academic.csuohio.edu/cbresearch/papers/Good%20PDFs/Internet%20Shopping%20in%20Taiwan%20and%20U.S.pdf
• http://eprints.usm.my/23695/1/ADW_622_-_Management_Project_-_Khor_Eng_Tatt.pdf
• http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=9200
• http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=9200
Bibliography