I.

EXECUTIVE SUMMARY

(i) STATEMENT OF OBJECTIVES:

To study the Customer perception about positioning of SUPERDRY brand in the
Indian market.
Secondary Objectives:
• To study and analyse Online extension of the Brand’s Ideology i.e. street drive
events and other online campaigns to penetrate into Indian market.
• To study the Product offering and its Perceived value Pricing by Indian
customers with regard to Superdry’s Pricing strategy.

(ii) STATEMENT OF METHODOLOGY:

Since, data collection is the process of gathering and measuring information on
variables of interest, and in an established as well as a systematic order enabling
people to answer queries, identifying research questions, test hypothesis and
evaluating the outcomes. The 2 types of data collection techniques that are used for
the survey are:

=> Qualitative Data - In-person Interview of Superdry’s Store Manager

Qualitative research is a Descriptive form of research which is primarily concerned
with the process, rather than outcome or products. Qualitative research involves
fieldwork by physically going to the people, site or institution to observe and record the
findings.
=> Quantitative Data- Customer Survey through questionnaire
This data deals with quantities, values or numbers and is considered to be of a
measurable form and is usually expressed in numerical forms, such as length, size,
amount, price and even the duration. This data uses statistics to generate and in turn
analyze the type of data adding credence and credibility to it so that the data becomes
more reliable and has a defined objective.

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(iii) STATEMENT OF MAJOR FINDINGS:
After gathering data from the Store Manager’s Interview that we took, the research is
directed in a way that the brand has a unique and distinguished selling proposition in
terms of promoting its products in the Indian market and making every potential Indian
customer as their target audience.
From the viewpoint of customers, the research shows how are the choices and
perception of the consumers affected from product pricing as well as the brand’s
promotional reach.

(iv) STATEMENT OF CONCLUSIONS:

While considering and analysing the questionnaire filled by the customers, we can
conclude their interest in the brand on the basis of their approach towards Superdry’s
Product Pricing and how do they perceive it to be of value for their money. It also
concludes how a customer is driven to buy any merchandise influenced by the brand’s
promotional reach.

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II. INTRODUCTION

(i) BACKGROUND OF THE RESEARCH:

Indian economy, one of the fastest growing economies of the world, is witnessing
major shifts in consumers’ buying preferences into the retail sector. When it comes to
retail channels, traditional mom & pop stores continue to dominate the retail industry.
Indian fashion retail market has witnessed several fascinating changes and challenges
in recent years, which are the indicators of the country’s evolving fashion retail
market.
The retail environment of developed economies has undergone radical change, from
changing the demographics to new lifestyle trends. In this era of consumer driven
retailing, it is essential to continually analyse how retail change impacts retailers and
their target markets.
Also, the buying behaviour of an individual in the retail market is primarily based on
several factors including the size of the market, product availability, convenience, and
personal preferences.
Our research follows the concept of 7Ps of marketing mix strategy namely
1) Product
2) Price
3) Place
4) Promotion
5) People
6) Process
7) Physical Evidence
of a brand and which amongst those 7 P’s is the most important factor to rework upon
from a customer’s point of view.
In some spheres of traditional thinking, there used to be an 8th P of Marketing i.e.
Productivity and Quality. This P questions a brand, “is what you’re offering your
customer a good deal?” This is less about a business improving its own productivity
for cost management, and inclined more towards, how the company passes this onto
its customers.

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Also, taking into consideration the concept of “Perceived value pricing”. Its the value
which customers are willing to pay for a particular product or service based on their
perception about the product. Perceived value pricing is not based on the cost of the
product, but it is the value which the customer thinks that he/she is deriving from
consuming a product or a service. Perceived value pricing is an important marketing
strategy which helps firms to price a particular product in the market. Generally,
marketers position the product in such a way that it will make the product unique.
Customers usually compare the value that they derive after using the product or
service and end up paying more. Marketers need to show the customers the true value
they would get after using the product.

(ii) BACKGROUND OF THE BRAND- SUPERDRY:

Trading name: Superdry
Headquartered in: Cheltenham, Gloucestershire, England
Key people: Peter Bamford, chairman
Products Line: Clothing, Footwear, Accessories

Across the globe, Superdry is recognised as a reputable clothing brand, with its
business running for more than 30 years. Furthermore, the brand is known for
guaranteeing high quality products to all of its valuable customers worldwide. The
brand masters in cloth manufacturing, providing a vast variety of apparels.
Superdry is an exciting contemporary brand which focuses on high-quality products
that fuse vintage Americana and Japanese-inspired graphics with a British style. They
are characterised by quality fabrics, authentic vintage washes, unique detailing, world
leading hand-drawn graphics and tailored fits with diverse styling. Such distinctiveness
has gained the brand exclusive appeal as well as an international celebrity following.
Superdry has a significant and growing presence around the world, operating through
515 Superdry branded locations in 46 countries.

When Superdry, the UK based youth clothing company wanted to enter India, In order
to do so, the brand partnered with Brand movers India, an agency specialized in viral
Twitter promotions, to launch a digital campaign that wanted to create buzz among its

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target group to get a good attraction online. Thus, the company conceptualised a
unique online campaign on Twitter called ‘Superdry Tweet Fuel’. The idea behind
launching this campaign was to virtually simulate the company’s entry into India with
the help of a microsite where the car’s drive is fuelled by audience’s tweets. The brand
let winners of the campaign drive the limited-edition Morgan 3-Wheeler at a Superdry
event which was held in Mumbai on 2/12/12. The campaign lasted for 5 days with over
2,600 tweets coming in and generated over 5.4 million impressions. The associated
microsite was a hit among fans with the average time spent on the website being over
3 minutes. The major success of the campaign was the fact that it was trending on the
eve of the launch of first Superdry store in India that also coincided with the qualifying
rounds for the Indian Grand Prix.
Brought to India by Reliance Group, the company signed a 20-year licensing deal with
Reliance Brands, the longest agreement with any partner in India. Superdry expanded
to 5 cities by the end of first year. Today, the brand caters up to Tier 2 cities in India
with 29 stores across the country.
The company’s products range from all kinds of trendy outfits for men, women, and
kids. Apart from this, the company deals with other accessories such as handbags
and jewellery. The online store also offers a size chart for you to select your perfect
size before you place your order.
A Superdry T-shirt will typically cost Rs 2,200-3,300 while a pair of jeans will cost Rs
5,500-8,250 and a merchandise like Jacket of Superdry brand can cost up to
Rs.40,000 only. This price point positions it just above brands such as Tommy Hilfiger
and below Diesel, which Reliance Brands handles in India.

How Superdry follows Marketing Mix Philosophy

Product:
Superdry prides itself on creating high-quality garments and paying attention to detail.
That sort of attention isn’t only on their garments, it goes into their labelling and
packaging too. Their swing tags include all the important featured logo alongside their
shopping bags.
Superdry’s unique selling point is that it fuses design influenced from Japanese
graphics and vintage Americana with the values of British tailoring onto unique urban
clothing with incredible branding and an unrivalled level of detail.
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Price:
Superdry sticks to the RRP (Recommended Retail Price) for their garments. They
have marginal price points and avoid discounts as much as possible. Customers can
only exchange or receive a store card in Superdry, which is another retaining revenue
tactic. Prestige pricing is Superdry’s main marketing ploy relying on the iconic brand
name to allow them to price their lower quality products at a higher price in order to
give the appearance of quality.
Superdry has a keen interest in tracking consumers buying habits in their stores and
replenishes stock every hour, taking note of the purchased items, as they like to keep
the store’s shelves full. They also brief the staff on its most sold items of the week to
keep staff aware of what customers are demanding.

Place:
Superdry is dedicated to be a Bricks and Clicks company as it can be sourced through
their online website, standalone stores and concessions in department stores.
Superdry targets the young fashion market with affordable, premium quality clothing
and accessories for both men and women in the 15-40 age bracket, although the brand
has become increasingly appealing to a much broader group as it develops its breadth
of product range.
In a Superdry store, one is drawn into Superdry zone with the sounds of the Superdry
mix blaring through the speakers, your eyes are drawn to the dynamic visual
merchandising. Garments call you to touch and feel the quality of fabrics, the layout of
the store leads you through style after style.

Promotion:
Superdry advertises through the internet, adverts, social marketing, blogs and
billboards. It has extremely good public relations with many celebrity supporters, holds
events for new collections with the press and competitions for the public to keep their
interest in the brand, intact. Superdry focuses on visual merchandising constantly
changing the layout and stock in stores to make the customer’s experience new and
eye-catching every time.
Staying aside from the traditional marketing world, Superdry has never done TV ads
– they have grown up organically with the digital consumer. Their focus is all about the
product being able to reach the right people.
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People:
All companies are reliant on the people who run them from front line Sales staff to the
Managing Director. Superdry is said to have the right base of it because of the friendly
staff providing good experience to its customers.

Process:
Superdry does not believe in the idea that the physical stores are going to die and
everything will move to e-commerce channels. They think it’s about the real brand
experience you can offer. They think consumers will want something to be more
immersive.
Retailers that can create a real physical experience around beautiful products in a way
that makes it easy for them to purchase are the ones that will ultimately win out.

Physical Evidence:
Almost all services include some physical elements even if the bulk of what the
consumer is paying for is intangible. Even if the material is not physically printed (in
the case of PDFs) they are still receiving a “physical product” by this definition.

STP Marketing:
STP is a three-step marketing model that helps the brand, identify their most valuable
type of customer and then develop strategies for marketing their products directly to
that group. STP stands for:
• Segmentation of the market.
• Targeting the potential customers.
• Positioning the offerings keeping in mind, the needs of the target group.

Segmentation:
Superdry uses Demographic and Psychographic segmentation categories, wherein,
Demographic Segmentation: Superdry targets a large population, aiming their
products as the best-selling point for both Male and Female customers especially
within the age of 40 years.

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Psychographic Segmentation: Majority of Superdry’s merchandise is designed for
casual and sportswear, hence appealing to the personality of the younger consumer
population.

Targeting:
Superdry is a casual lifestyle brand aimed at targeting the millennials. It aims to deliver
premium luxury clothing and accessories for Men and Women in the age bracket of
15-45 years of age, which is true to its quality. It continues to develop its breadth of
product range to appeal to a much broader group of customers and is becoming
increasingly popular among larger age group.

Positioning:
Superdry has positioned itself as a retailer with High/Low pricing strategy by
maintaining high prices with decent discounting offers and markdowns on selected
products to attract customers while maintaining product quality.

(iii) PEOPLE INVOLVED, AND POSITIONS HELD:

A team of 5 members has extensively worked upon this research throughout and have
been the vital part in completing the survey and analysis on time. The survey for
research is built upon the collection of Primary Data wherein, Customers were
approached or contacted and taken preference of, with respect to how they perceive
Superdry’s Pricing and Promotional strategy and how much effect does it have on their
buying decision from the brand.
Retailer involved in our interview includes the Store manager Ms. Divya and Fashion
Consultant Mr. Abhilash of Superdry, Jubilee hills store. Also, there are two sets of
customers that were addressed for the survey which includes people visiting the
Superdry store and nearby during our team’s visit to the stores and another set of
customers reached out via online questionnaires as online questionnaires are the least
expensive way to reach the greatest number of people. We noted that response rates
are higher with online questionnaires than with in-person interviews.

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(iv) ACKNOWLEDGEMENT:
We would like to express our special thanks of gratitude to the Store Manager and
staff of Superdry store and would appreciate them for their cooperation and time and
for helping us record the necessary details.
We are extremely thankful to the customers that were present in store or outside for
sparing out time while shopping and those who took out time to fill out our online
questionnaire. We would also like to thank our friends who supported us and gave
valuable feedback regarding the topic of research and helped us improve on the
shortcomings.
The study has indeed helped us to explore more knowledge avenues related to our
topic of research and we are sure to benefit through this in future.

(v) LITERATURE REVIEW:

Knowledge is cumulative and every piece of research contributed to another piece to
it. That is why it was important to commence all research with a review of the related
literature or research, and to determine whether any data sources exist already that
can be brought to bear on the problem at hand. This is also referred to as Primary
form of research. Just as each study is based on our recent findings through market
visit; it may provide a basis for future work to other researchers. This stage involves a
literature review on the study of Superdry’s marketing mix model, customers reaction
and approach to the brand’s marketing strategy and how satisfied are they from the
current ways that the brand is adopting to portray the quality of their product. This case
highlights the power of social media marketing in engaging target market and
encouraging them to further share the content.

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III. ANALYSIS AND FINDINGS
(i) TYPES OF ANALYSIS
PIE CHARTS
A Pie Chart is a type of graph that displays data in a circular graph. The pieces of the
graph are proportional to the fraction of the whole in each category. In other words,
each slice of the pie is relative to the size of that category in the group as a whole.
This tool made the analysis of results for the research much easier through the pictorial
depiction of data.

BAR CHARTS
A bar chart or bar graph is a chart or graph that presents categorical data with
rectangular bars with heights or lengths proportional to the values that they represent.

CORRELATION
A correlation coefficient is a numerical measure of some type of correlation,
meaning that there is a statistical relationship between two variables. The variables
may be two columns of a given set of observations, often called a sample, or two
components of a multivariate random variable with a known distribution.

CHI SQUARE
The Chi-Square Test of Independence determines whether there is an association
between categorical variables (i.e., whether the variables are independent or related).
It is a nonparametric test.

The main objective of our report is to analyse the perceived value pricing and
marketing strategies of Superdry store in Hyderabad. In order to analyse this, a data
was collected from the customers who visit Superdry store and the retailer present in
the store. After the data collection, SPSS software was used to analyse the data.
SPSS- Statistical Package for the Social Sciences, is an application that can aid in
quantitative data handling. The first step was to find how the customers perceive the
price and Promotions and value provided by the brand. The outcome of the analyses
was that an Indian Customer belonging to any income group is sensitive to price when
it comes to getting a good shopping experience.

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Analysis 1:
Hypotheses-
(a) Null Hypotheses (H0)- The brand preference is not Gender specific.
Alternate Hypotheses (H1)- Brand preference is Gender specific.

(b) Level of Significance- 5% (for 100% Confidence Level)

(c) We assumed that there is a relationship between two categorical variables i.e.
Gender and Influence on buying because of celebrity endorsement. Keeping this
assumption to be true, we run the Chi-square test.

CHART 1 (Gender specific Brand Preference)

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(d) Chi Square Test-
Assumption #1: The two variables were measured at an ordinal or nominal
level (i.e., categorical data).
Assumption #2: The variable consisted of two or more categorical, independent
groups. Like in this case, Yes and No for Brand Preference. While, Male and Female
for gender.

Table 1: Case processing Summary

Crosstabulation here is representing distribution of two categorical variables i.e.

Gender and Brand preference. In the cells of the table the intersection of the categories
of the variables i.e. Male or Female is categorised.

Table 2: Crosstabulation

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 Table 3: Chi-square Table

Table 4: Symmetric Measures

(e) Result: From the top row of the Chi Square table, Pearson Chi square statistics is
1.492 and, in this case, we can see that the observed significance level for the Pearson
chi-square is 0.222.
Since, the significant value for Pearson’s Chi-Square is more than 0.05 (level of
Significance), i.e. 0.222>0.05
We ACCEPT THE NULL HYPOTHESES that the Brand preference is NOT gender
specific.

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ANALYSIS 2:
Hypotheses-
(a) Null Hypotheses (H0)- No significant association exists for Customer’s Brand
Preference with respect to the Merchandise Collection of Superdry brand.
Alternate Hypotheses (H1)- There exists a significant association of Customer’s
Brand Preference with respect to the Merchandise Collection of Superdry brand.

(b) Level of Significance- 5% (for 100% Confidence Level)

(c) We assumed that there is a relationship between two categorical variables i.e.
Merchandise collection of the brand and Customer’s brand preference because of the
same. Keeping this assumption to be true, we run the Chi-square test.

Table 5: Case Processing Summary

Table 6: Crosstabulation

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(d) Chi Square Test
Assumption #1: The two variables were measured at an ordinal or nominal
level (i.e., categorical data).
Assumption #2: The variable consisted of two or more categorical, independent
groups. Like in this case, Yes and No for Brand Preference. While, Yes, No and Maybe
for liking for the brand’s collection.

Table 7: Chi-square Table

Table 8: Symmetric Measures

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 CHART 2 (Brand Preference of different Age groups
because of Merchandise Display)

(e) Result: From the top row of the Chi Square table, Pearson Chi square statistics is
12.910 and, in this case, we can see that the observed significance level for the
Pearson chi-square is 0.02.
Since, the significant value for Pearson’s Chi-Square is less than 0.05 (level of
Significance), i.e. 0.02<0.05
We ACCEPT THE ALTERNATE HYPOTHESES that the Brand preference has a
significant association with respect to Merchandise collection kept at the brand.
Therefore, Merchandise collection and brand preference are directly related to each
other.

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ANALYSIS 3:
Hypotheses
(a) Null Hypotheses (H0)- There is No dependency between the Age group of
customers and Influencing factor by Celebrity Endorsements.
Alternate Hypotheses (H1)- There is a dependency between the Age group of
customers and Influencing factor by Celebrity Endorsements.

(b) Level of Significance- 5% (for 100% Confidence Level)

(c) We assume that there is a relationship between two categorical variables i.e. Age
group and influence by celebrities. Keeping this assumption to be true, we run the Chi-
square test.

(d) Chi Square Test

Assumption #1: The two variables were measured at an ordinal or nominal
level (i.e., categorical data).
Assumption #2: The variable consisted of two or more categorical, independent
groups. Like in this case, the age bars and Options- Yes, No and Maybe for being
influenced by celebrity wearing Superdry clothing/accessories.

Table 9: Case processing Summary

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 Table 10: Crosstabulation

Table 11: Chi-square Table

Table 12: Symmetric measures

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 CHART 3: (Brand Preference of different Age groups
because of Celebrity Influence)

(d) Result: From the top row of the Chi Square table, Pearson Chi square statistics is
44.412 and, in this case, we can see that the observed significance level for the
Pearson chi-square is 0.000.
Since, the significant value for Pearson’s Chi-Square is less than 0.05 (level of
Significance), i.e. 0.000<0.05
We ACCEPT THE ALTERNATE HYPOTHESES that There is a dependency
between the Age group of customers and Influencing factor by Celebrity
Endorsements.
Thus, the Customers (specifically between the age of 21-30 years) are influenced to
buy a product just because their favourite celebrity wears it.

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Analysis 4:
Hypotheses
(a) Null Hypotheses (H0)- Means ρ = 0
The Pearson’s Correlation Coefficient is 0, there is No relationship between the Price
factor of Superdry’s clothes and Time of Visiting the store by the customer.
Alternate Hypotheses (H1)- Means ρ ≠ 0
The Pearson’s Correlation Coefficient is not 0, a Non-zero Correlation exists between
the Price factor of Superdry’s clothes and Time of Visiting the store by the customer.

(b) Level of Significance- 5% (for 100% Confidence Level)

(c) We assumed that there is definitely a relationship between two given, continuous
variables i.e. Price of the product and time of visiting the store. Keeping this
assumption to be true, we perform the Correlation analysis to check the level of
dependency of these 2 factors.

Table 13: Frequency

CHART 4: Frequency

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 Table 14: Frequency

CHART 5: Frequency

(d) Bivariate Correlation Analysis

To run the bivariate Pearson Correlation, click Analyze > Correlate > Bivariate.
Select the variables Height and Weight and move them to the Variables box. In
the Correlation Coefficients area, select Pearson. In the Test of Significance area,
select your desired significance test, two-tailed or one-tailed. We will select a two-
tailed significance test in this example. Check the box next to Flag significant
correlations.

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 Table 15: Correlation Analysis Table

(e) Result: The Price of Superdry’s products has a Perfectly Negative Linear
Relationship with the time of visiting the store by the customer.
The direction of the relationship is negative, which means that Customers prefer to go
to a Superdry store more when the price is marked down or discounted. When on of
the 2 continuous variables increases, the other decreases or is expected to decrease.
Since, .1 < | r | < .3 … small / weak correlation, this relation may also be a weak
correlation.

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Analysis 5:
Hypotheses
(a) Null Hypotheses (H0)- Means ρ = 0
The Pearson’s Correlation Coefficient is 0, there is No relationship between Good
customer experience and preference for Superdry because of that.
Alternate Hypotheses (H1)- Means ρ ≠ 0
The Pearson’s Correlation Coefficient is not 0, a Non-zero Correlation exists and there
is a significant relationship between Good customer experience and preference for
Superdry because of that.

(b) Level of Significance- 5% (for 100% Confidence Level)

(c) We assumed that there is definitely a relationship between two given, continuous
variables i.e. Price of the product and time of visiting the store. Keeping this
assumption to be true, we perform the Correlation analysis to check the level of
dependency of these 2 factors.

(d) Bivariate Correlation Analysis

To run the bivariate Pearson Correlation, click Analyze > Correlate > Bivariate.
Select the variables Height and Weight and move them to the Variables box. In
the Correlation Coefficients area, select Pearson. In the Test of Significance area,
select your desired significance test, two-tailed or one-tailed. We will select a two-
tailed significance test in this example. Check the box next to Flag significant
correlations.

Table 16: Correlation Analysis Table

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 Table 17: Correlation Analysis Table

(e) Result: The Brand preference is having a positive significant linear

relationship with the good customer experience provided to the customer.
The direction of the relationship is positive, i.e. Good customer experience and
Preferring Superdry because of that are positively correlated and increase in one of
the variables leads to greater of the other variable.

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IV. RECOMMENDATIONS AND CONCLUSIONS

They cater to the age group of 15 to 45 for both men and women. Since, their key
pricing is price skimming the prices are generally higher; they can bring down the cost
a little bit in order to penetrate more into countries like India.

They should provide helpful information to facilitate the use of its services at online
services. They should facilitate transactions by providing “Daily Deals” which highlight
discounted prices parties can sign up to receive a Daily Deals Alert.
It may be beneficial to SuperDry to start using promotion in order to advertise their
products and company. Rival companies use billboard and other such 'poster'
advertisement techniques to promote their company and products.

In addition, SuperDry could develop television, radio and magazine advertisements.

OR, the company could use sponsorship as a form of promotion, either the promotion
of an event i.e. extreme sport events, skating competitions. The firm could also
sponsor sports teams, or even start up their own skate team, for example. This would
reach out to their younger, sportier customers, and hopefully improve brand image
and awareness.

Superdry should focus more on urban as well as sub urban area. Even the
demographic segmentation suggests that target group is more in urban i.e. promoting
Superdry in few more cities will significantly reduce the cost of marketing as well.
Conclusion:
Roughly 80% of the customers stated that a price is a great representation of the
quality of product being sold.
Roughly 20% of the customers stated that some of its merchandise (like T-shirt) are
highly-overpriced.

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V. RESEARCH METHODOLOGY
(i) WHAT IS RESEARCH?
Research is a logical and systematic search for new and useful information on a
particular topic. The use of the words how and what essentially summarizes what
research is. It is an investigation of finding solutions to scientific and social problems
through objective and systematic analysis. It is a search for knowledge, that is, a
discovery of hidden truths. Here knowledge means information about matters. The
information might be collected from different sources like experience, human beings,
books, journals, nature, etc. A research can lead to new contributions to the existing
knowledge. Only through research is it possible to make progress in a field. Research
is indeed civilization and determines the economic, social and political development
of a nation. The results of scientific research very often force a change in the
philosophical view of problems which extend far beyond the restricted domain of
science itself.

(ii) SIGNIFICANCE OF THE METHODS OF DATA COLLECTION AND

RESEARCH METHODOLOGY
(The aspects upon which data is to be collected)
It is very important in a research to categories the aspects or the fields in which data
is to be collected. With a clear view on the aspects one can save time and get subtle
data from people.
The aspects in which we wish to collect data and analyze are:
• Data related to the awareness of the brand.
• Whether the merchandise are worth the high cost.
• Data to compare the Visual Merchandise and ambiance of the store.
• Comparison of the 7 P’s of Marketing.
• Dependency of brand preference with the price of the merchandise.
• Data to compare the preference of the people in online shopping or offline
shopping.

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(iii) SIGNIFICANCE OF THE DATA SELECTED:
Awareness of the brand: the data collected regarding this will yield us the
information about the awareness of the brand (Superdry) within the people of the
Hyderabad city.
This will give us a brief insight of the popularity if the brand and the store and can
be used as a tool to suggest and report the concerned brand about the report
regarding their brand presence in the market.

Is the Merchandise worth of the money: a direct question is being asked about
the worth for the money for merchandise provided by the brand?
The brand we took up is Superdry. They generally have higher price for their
merchandise. So, the responses hold a greater value for the brand to take better
pricing decision. The brand is already popular in INDIA but to expand it further they
need to act according to this data and responses.

Data to establish the relationship of the VM and the ambience to customer

attraction:
Superdry as a brand invests a huge sum of capital for the Visual Merchandise. The
inn-store atmosphere is very appealing, neat and welcoming.
A proper analysis of the relationship between the VM and the customer’s attractions
can be established. The questionnaire seeks the answer to this simple point whether
or not the VM of the store attracts the customer or not.

Data to compare the 7P’s of marketing:

Here two sets of observations were compared i.e. the practices followed and
adopted by the brand to reach the 7P’s goal for their brand and the other set of
observations will be collected from the responses of the customers.
These 2 data sets will help us find the loophole of the system and also help the
brand see the customer’s point of view and customer’s expectation from the brand.

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Dependency of brand preference with the price of the merchandise:
The price of the merchandise of Superdry is comparatively higher to the brand
catering to the same segment. Sometimes the decision made by the customer
regarding brand to pick while shopping is influenced by the price of the merchandise.
Since the price of the merchandise plays a vital role in the sale of the merchandise
it is very important for the brand to know about the expectation of the customer from
the brand regarding the price of the merchandise. India is a developing marketplace
flourishing with many opportunities; the pricing decision can be a game changer in
this scenario.

Data to compare the preference of the people in online shopping or offline

shopping:
Since, the brand is present both offline and online, data collected will be useful to
measure the preference of the people regarding the sales made through online
retailing and offline retailing. The brand provides runs some discount offers in their
online retail sale to attract a greater number of consumers unlike the offline store
where the discounts are occasional. This result will help the
Brand to take effective measures and drive effective promotional drive to attract
more customers towards the store.

(iv) SIGNIFICANCE OF THE METHOD USED TO COLLECT DATA

The method or the way in which data is being collected plays a crucial role in a
research. The method defines the authenticity of the data and also represents the
creativity of the person collecting them. If data is collected carefully with respect to a
certain proper method then the chances of authentic results increases high.
The methods with which we have collected data are:
• Questionnaires: after a critical analysis of the aspects upon which data is being
collected, a set of questions are being prepared keeping in mind the objectives of
the question. The questions are precisely framed to bring out the required data
from the person. After several drafting of the questions a set of questions, orderly
placed one after another is prepared, capable of driving the desired data out.
(This is how a questioner is formed and presented to the subject)

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(v) METHODS ADOPTED FOR PRESENTING THE QUESTIONNAIRE:
Google Form:
A Google form containing the questionnaire was prepared for the survey.
After the preparation of Google form, its link was circulated through the social media.
These links can also be shared in WhatsApp groups where it can appeal to the group
members to undertake the survey. Interested candidates fill up the Google Form online
and a copy of the responses is then being stored in the Google drive of the creator of the
Google doc in a tabular order in MS Excel.
The representation of the data in tabular form gives clarity about the data and makes the
analysis easier.
On-field face to face:
This is the most direct format of gathering data from the subjects.
The method here is to get down your toes into the field and ask people for their time and
at the same time either filling up the data yourself or by the subject.
This is a more personal way of getting data, a well formatted way of asking for their time
always generates trust with the subject and the data collected are mostly authentic.
Mail survey:
In this process a questionnaire is being sent to the subject as a mail. They physically
receive the mail and fill up the questionnaire and then they return the mail via post to the
pre-mentioned address in the mail. After reaching the organization the data are extracted
out.

(vi) LIMITATIONS OF THE METHOD OF PRESENTING

QUESTIONNAIRE:
Google forms: sometimes the data collected tends to be superficial and not authentic.
Face to face survey: Sometimes the people being surveyed get irritated and generally
very less people pay proper attention to survey agents. This process is trying and time
taking.
Mail survey: This technique is generally considered obsolete since the communication
via mail and post has dropped down with the passage of time and very less people cares
to return the response in this digital world.

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(vii) RESEARCH METHODOLOGY USED:
Research methods are the various procedures, schemes and algorithms used in
research. All the methods used by a researcher during a research study are termed
as research methods. They are essentially planned, scientific and value-neutral. They
include theoretical procedures, experimental studies, numerical schemes, statistical
approaches, etc. Research methods help us collect samples, data and find a solution
to a problem. Particularly, scientific research methods call for explanations based on
collected facts, measurements and observations and not on reasoning alone. They
accept only those explanations which can be verified by experiments.
Research methodology is a systematic way to solve a problem. It is a science of
studying how research is to be carried out. Essentially, the procedures by which
researchers go about their work of describing, explaining and predicting phenomena
are called research methodology. It is also defined as the study of methods by which
knowledge is gained. Its aim is to give the work plan of research.
Research methodology is as follows:
• Selection of the data to be collected.
• Preparing questionnaire for the data selected.
• Deciding the way of representation.
• Presenting the questioner to the respondents.
• Gather all the data from the sources.
• Categorizing the data and representation of data.
• Analyzing the data according to the need of the research.
• Observe from the pattern of data and infer from the results.
• Arriving at a solution, and suggest proper advices.

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(viii) TYPE OF STUDY:
Qualitative data – Individual interviews of Retailers.
• A personal interview was conducted with the store manager of the apparel brand
in the Jubilee hills Superdry store of Hyderabad.
• Straight forward questions were asked with their due permission. The questions
were framed in a way to get a detailed information and inference of the retailers
who have been in the market for a considerable time.

Qualitative Data - Survey through questionnaire:

• A Survey through questionnaire. A detailed questionnaire with specific questions
was formed to understand the consumer perception about the various factors that
can affect their customer’s retail experience.
• The questionnaire was filled by the customers present at the store and via online
mode and the true perception of the customers was assessed.

(ix) INTENT OF THE STUDY:

The main objective of the study is to determine the customer behavior and decision-
making process under the impact of brand. To analyze the impact of multiple factors,
related to brand such as logo, color, positioning, promotion, etc., on the customer
decision making.

(x) DEFINITION OF POPULATION:

Customers who visit Superdry store in Hyderabad.

(xi) SAMPLE DESIGN AND TECHNIQUE:

Definition of a sample unit- Any individual who visits Superdry store.
Type of design- In this research, non-probability method of sampling is used. Non-
probability sampling is a sampling technique where the odds of any member being
selected for a sample cannot be calculated. The method of data collection for our
research is convenience sampling.

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(xii) DATA SAMPLING METHOD:
Convenience Sampling: As the name suggests, this involves collecting a sample
from somewhere convenient to the researcher, the mall, local market, etc.
Sometimes we refer to it as accidental sampling, opportunity sampling or grab
sampling.
Data collection method -
• Personal interview for retailers
• Questionnaire for customers

(xiii) QUESTIONNAIRE:
• A set of printed or written questions with a choice of answers, devised for the
purpose of survey or statistical study.
• A brief questionnaire was formed with the idea of understanding how a
customer perceives retail experience in Superdry store. The questionnaire also
included other factors that can affect the customers perception.
• In order to gauge customers perception special types of questions were used.
Multiple choice questions have been used for the ease of understanding and
convenience of filling the survey for the customers.
• Rating scale questions were incorporated to assess the issue based on a given
dimension, in this case, being the different factors affecting customer’s retail
experience.
• Personal interview - The purpose of conducting a personal interview survey of
the Store manager is to gather more and deeper information about the Brand.
The aim of proposal interview was to get an in depth understanding of what are
the factors that drive people inside the store.

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VI. LIMITATIONS

(i) SAMPLE SIZE LIMITATIONS:

A sample size of 92 customers is too less to draw results of a segment of population
of unknown size. Since the sample size was too small for all economic and logistical
reasons, the analysis is based on less conclusive results, thus the survey lacks strong
statistical power. A small sample size also leads to low reproductivity and an inflated
discovery rate, which might be a limitation in this research. The small sample size
cannot always be associated with the infinite population size, in this case being the
customers who are residents of Tier 1 cities like Delhi, Hyderabad, Bengaluru,
Mumbai, and Pune.

(ii) SAMPLE SELECTION LIMITATIONS:

Random Sampling was used for sampling. We only approached customers of
Metropolitan cities randomly and not based on any other specific category (like
Gender, Level of Income, Age group, etc.). At the same time data collection during
real shopping experience could have elicited better responses improving findings. This
sample is only a very small proportion of the entire population of shoppers in the
country. Therefore, research studies with much larger sample size would be required
to ensure appropriate generalization of the findings of the study.

(iii) TIME RESTRICTION LIMITATIONS:

The study demanded rigorous analysis which was difficult to analyse in a shorter time
span. Since time restriction was there, the team collected the data through surveys by
means of questionnaires (both Online as well as Offline).

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VII. APPENDIX-
Questionnaire

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VIII. Glossary

WORD EXPLANATION

Data that approximates or characterizes but does not measure the

attributes, characteristics, properties, etc., of a thing or
Qualitative Data phenomenon.

Quantitative data is data that can be measured numerically. Things

that can be measured precisely -- rather than through interpretation
-- such as the number of attendees at an event, the temperature in
a given location, or a person's height in inches can be considered
Quantitative Data quantitative data.

Statistical data relating to the population and particular groups

Demographics within it.

Perceived value Pricing a product on the basis of what the customer is ready to pay
pricing for it

A small auxiliary website designed to function as a supplement to

Microsite a primary website.

Recommended The selling price of a product officially suggested by a

Retail Price manufacturer to a retailer

The practice of pricing goods at a high level in order to give the

Prestige pricing appearance of quality.

Demographic segmentation is market segmentation according to

age, race, religion, gender, family size, ethnicity, income, and
Demographic education. Demographics can be segmented into several markets
Segmentation to help an organization target its consumers more accurately.

Psychographic segmentation involves dividing your market into

Psychographic segments based upon different personality traits, values, attitudes,
Segmentation interests, and lifestyles of consumers.

Millennials a person reaching young adulthood in the early 21st century.

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 High–low pricing is a type of pricing strategy adopted by
companies, usually small and medium-sized retail firms, where a
firm initially charges a high price for a product and later, when it has
High/Low pricing become less desirable, sells it at a discount or through clearance
strategy sales.

Primary data is information that you collect specifically for the

purpose of your research project. An advantage of primary data is
Primary Data that it is specifically tailored to your research needs

Increasing or increased in quantity, degree, or force by successive

Cumulative additions.

a combination of factors that can be controlled by a company to

marketing mix influence consumers to purchase its products.

Analysis detailed examination of the elements or structure of something.

Price skimming is a product pricing strategy by which a firm charges

the highest initial price that customers will pay and lowers it over
Price skimming time.

A convenience sample is a type of non-probability sampling method

Convenience where the sample is taken from a group of people easy to contact
sampling or to reach.

a process in which the values of observed data are expressed as

functions of a number of possible causes in order to find which are
Factor Analysis the most important.

Markdown refers to the negative spread between the price a

broker charges a client for a security and the highest price at which
Markdown that security is sold between brokers.

Visual merchandising is the practice in the retail industry of

Visual developing floor plans and three-dimensional displays in order to
Merchandising maximize sales.

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(IX) BIBLIOGRAPHY
1. https://thesilenttyper.wordpress.com/2014/01/08/fashion-marketing-and-brands-
superdry/
2. https://sites.google.com/site/kingstona2business/home/marketing
3. https://www.thebrandingjournal.com/2016/03/the-superdry-appeal/
4. https://www.quora.com/Whats-the-target-customer-and-market-for-Superdry
5. https://www.google.co.in/search?q=7+p%27s+of+marketing+of+superdry+brand&
rlz=1C1CHZL_enIN811IN811&oq=7+p%27s+of+marketing+of+superdry+brand&
aqs=chrome.69i57.16851j0j8&sourceid=chrome&ie=UTF-8
6. https://www.digitalvidya.com/blog/superdry-used-social-media-marketing-to-
reach-more-than-1-5-million-people-on-twitter-dmblog-0503/
7. https://economictimes.indiatimes.com/industry/services/retail/reliance-brands-to-
bring-in-british-fashion-brand-superdry/articleshow/14858053.cms

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