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    Consumer Behaviou R: Aankho Dekhi Group 6

    Uploaded by

    Anshul Rathi
    The document describes the store and website details of an eyewear brand. The offline store has a rectangular layout, is well-lit with yellow shades, and equipped with mirrors, tables and CCTV cameras. Glasses are housed in see-through cupboards. Advertisements are done via TVs and pamphlets. The website is an integrated one-stop destination with augmented reality, promotions, payment options and home delivery. It educates consumers through guides and blogs. The target audience has moderate to high involvement in their eyewear purchase decision. They conduct extensive research both online and offline and are influenced moderately by discounts.

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    Consumer Behaviou R: Aankho Dekhi Group 6

    Uploaded by

    Anshul Rathi
    44 views10 pages
    The document describes the store and website details of an eyewear brand. The offline store has a rectangular layout, is well-lit with yellow shades, and equipped with mirrors, tables and CCTV cameras. Glasses are housed in see-through cupboards. Advertisements are done via TVs and pamphlets. The website is an integrated one-stop destination with augmented reality, promotions, payment options and home delivery. It educates consumers through guides and blogs. The target audience has moderate to high involvement in their eyewear purchase decision. They conduct extensive research both online and offline and are influenced moderately by discounts.

    Original Title

    CB Lenskart

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    The document describes the store and website details of an eyewear brand. The offline store has a rectangular layout, is well-lit with yellow shades, and equipped with mirrors, tables and CCTV cameras. Glasses are housed in see-through cupboards. Advertisements are done via TVs and pamphlets. The website is an integrated one-stop destination with augmented reality, promotions, payment options and home delivery. It educates consumers through guides and blogs. The target audience has moderate to high involvement in their eyewear purchase decision. They conduct extensive research both online and offline and are influenced moderately by discounts.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    44 views10 pages

    Consumer Behaviou R: Aankho Dekhi Group 6

    Uploaded by

    Anshul Rathi
    The document describes the store and website details of an eyewear brand. The offline store has a rectangular layout, is well-lit with yellow shades, and equipped with mirrors, tables and CCTV cameras. Glasses are housed in see-through cupboards. Advertisements are done via TVs and pamphlets. The website is an integrated one-stop destination with augmented reality, promotions, payment options and home delivery. It educates consumers through guides and blogs. The target audience has moderate to high involvement in their eyewear purchase decision. They conduct extensive research both online and offline and are influenced moderately by discounts.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 10

    CONSUMER

    BEHAVIOU
    R
    Aankho Dekhi
    Group 6
    Store and Website Details
    Offline Store
     Rectangular store layout
     Well lit store with different shades of yellow
     Store is equipped with mirrors, tables and CCTV cameras
     Glasses are housed in see through glass cupboards in middle and
    walls of the store
     Advertisements and promotions is done using televisions and
    pamphlets
     4-5 store personals are present in the store to assist customers
     Soothing music in the background also adds to the ambience

    Website and App


     One stop destination for all the offerings
     Integrated augmented reality experience
     Promotional activities
     Integrated flexible payment options
     Online home delivery
     Video testimonials
     Adequately educate consumers through guides and blogs
    CDM Process
    Need Recognition Utilitarian/ Intrumental, Essential, Necessary, Functional

    Involvement Moderate to High

    Active search, High pre purchase research, Extensive primary and


    Information Search secondary research

    Mostly external and limited internal influences, low social media and
    Influence family/peer influence, moderate to high influence of discounts and offers

    Online/offline alternatives(GKB opticals, Coolwinks, specsmaker,


    Alternatives Titan Eyeplus etc),marketplaces( Amazon, flipkart, paytm mall etc)

    Utilitarian/Intrumental, Essential, Necessary, Functional


    Decision Rules

    Non compensatory decision making, lexicographic, Planned purchase


    Purchase Behavior

    Consumption and post Research online, Inclination towards online Purchase, Prefer
    purchase physical touch and feel
    Sample Profile of Respondents
    S. No. Demographics Respondents
    The average age of the respondents is
    1. Age
    24 years.
    All the respondents have nuclear
    2. Family Size families with average of 4-5 members
    in their family.
    Most of the respondents are
    3. Language comfortable in Hindi and English.
    Some of them also know regional
    language.
    The group consists of a mix of
    4. Education Level graduates and some pursuing higher
    education.
    The respondents are a mix of IT
    5. Occupation working professionals and students
    pursuing their post-graduation.
    6. Location Most of the respondents are from tier I
    or tier II cities.
    External Influences
    Social Media Habits Culture Subculture
    • Active user of social media
    • Major reason for being on • Economy class is most
    social media was to keep • Underlying norms and important factor which
    themselves updated to the conventions present influences purchasing
    latest ongoings and connect • No influence on purchasing behavior
    with friends behaviors • Caste, Religion doesn’t
    • Purchasing behavior is influence purchasing behavior
    influenced by the social media

    Reference category
    Social Class Family Structure group Brand
    • Diverse group of friends varies Ambassador
    • Nuclear Family
    in terms of age and profession • Users with similar
    • For common purchases,
    • Only half of the respondent identification influence
    Family Decision making
    influenced by friends' • Only half of the respondent
    involved
    suggestion influenced by the brand
    • For personal purchase,
    • Social work doesn’t influence ambassador other look value
    Negligible family decision
    purchasing decision from friends
    making involved
    Internal Influences
    Needs: Sense of validation, Element of surprise

    Involvement: Website and App involvement - Medium, On store involvement -


    High

    Personality: Ambivert, Openness to new experience

    Emotion: Rationale purchase over Impulse purchase

    Self Concept: Value for money deal

    Loyalty: Loyal to the brand (lenskart)


    Retail Strategies
    • Lenskart has the
    opportunity to diversify • Expand to Tier 2 and Tier 3 • Create an online Lenskart
    itself and establish itself cities and educate Community
    not only as online retailer customers about the • Engage prospective
    of eyewear but also as flexibility of online customers through various
    platform for vision purchase of glasses channels and open forums
    corrections and • Also cater to B2B clients • Create an ecosystem of
    telemedicine consultations • Create a presence in north- consumers who can discuss
    • This will help to penetrate eastern states which has a latest trends, preferences,
    rural India where doctors huge population of young technology and enhance
    are less in numbers millennials brand loyalty
    Promotion Strategy

    • Build a communication • Collaborate with influencers


    • Stories of people sharing potraing the use of • Celebrity endorsements to
    their experiences have technology(AI/virtual reach out to mass
    stories of people from reality) to serve customers customers
    different age groups, • Build a more user friendly • Provide deep discounts,
    religion, caste, color, and robust platform to combo deals, loyalty
    sexual preference etc. increase customer programs, eye-check up at
    experience home, prescription glasses
    sale facility
    Factors considered for Marketing Strategy

    Analytical
    Needs Social class Advertisement

    Openness to Social
    Involvement acceptance
    Experience

    Post Purchase Consumption


    Dynamic users
    Evaluation subculture

    IMPACT OF EXTERNAL IMPACT OF INTERNAL


    IMPACT OF CBD INFLUENCES
    INFLUENCES
    THANK YOU

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