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NATIONAL INSTITUTE OF FASHION
TECHNOLOGY
HYDERABAD
MASTER OF FASHION MANAGEMENT (2013-15)
MARKETING RESEARCH
ASSIGNMENT NO-2
“ PLIGHT ON LUXURY BRANDS
SUBMITTED BY! SUBMITTED TO!GAYATHRI"#S (11) MR" A" SRINI#ASA RAO
GREESHMA"# (12)
GUN$E PALLA#I (13)
KOMAL TAPASE(22)
SUBBARAO TELLAM(3%)
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INDEX
2
SR
NO"LIST OF GRAPHS PAGE
NO"
1 GENDERWISE CLASSIFICATION OF THE RESPONDINGSAMPLE 31
2 AGEWISE CLASSIFICATION OF THE RESPONDING SAMPLE 32
3 OCCUPATIONWISE CLASSIFICATION OF THE RESPONDINGSAMPLE
33
5 INCOMEWISE CLASSIFICATION OF THE RESPONDINGSAMPLE
34
6 AGE GROUP MOST INTERESTED IN BUYING LUXURYPRODUCTS
35
7 IS LUXURY RELATED TO INCOME 36
8 RELATION OF LUXURY GOODS TO INCOME LEVEL 37
9 RANK THE FOLLOWING PARAMETERS ON YOUR PURCHASEPREFERENCE
38
10 REASONS FOR PURCHASE OF LUXURY PRODUCTS 39
11 QUALITY OF LUXURIOUS BRANDS ARE MORE SUPERIORTHAN OTHERS
4
12 VALUE DERIVE FROM LUXURY BRANDS IS MORE THANOTHERS
0
13 SERVICES PROVIDED BY LUXURY BRANDS IS BETTER THANOTHERS
41
14 LUXURY BRANDS ARE PREFER BY HIGH INCOME GROUPS 42
15 SOCIO ECONOMIC FACTORS WHICH AFFECT THE LUXURYSALES
43
16 WHICH BRANDS YOU PREFER TO SHOP 45
17 WHERE DO YOU PREFER TO SHOP 46
18 DO YOU STILL GO ABROAD TO SHOP LUXURY PRODUCTS 47
19 DO SALE OF LIFESTYLE PRODUCTS ONLY RESTRICTED TOMETROS
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KNOWLEDGEMENT
Some works are so typical that are impossible for a person to complete it alone. Smmer!nternship "ro#ect is one of them. $e wol% not be able to complete my work withot
the help of my respecte% Faculty Guide PROF. MR. SRINIVASA RAO , an% or batch
mates& my family members. So it is my obli'ation to thank all of them.
EXECUTI#E SUMMARY
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(he pro#ect has main emphasis on )(*+ ",!-*( / (*+ , S ! !!.
,ry bran%in' is a whole new ball:'ame alto'ether& both from the perspecti;e of the marketer
as well as the lry consmer.
P&'*+ T,+<
(he "li'ht of the ,ry ran%s in !n%ia
O.*+,/ ' + P&'*+!
1. (o st%y the ftre of lry bran%s in a %e;elopin' contry like !n%ia.
2. (o n%erstan% the cstomer psycholo'y towar%s lry bran%s an% the chan'in'
consmer beha;ior for an epensi;e pro%ct.
S*' ' S+4!
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r st%y incl%es 'ettin' to know abot )what lry is an% why a person will prchase a
lifestyle pro%ct. $hat are the characteristics of lry in%stry= > how the consmer beha;es
in this se'ment. $hich se'ment on basis of %emo'raphics an% on basis of psycho'raphics is
intereste% in byin' a lry bran%= /or this we frame% sche%les an% also %i% ?alitati;e st%y
like sha%owin' to n%erstan% the tre beha;ior of the people. (hro'h this we were able to
analysis the consmer beha;ior towar%s lry bran%s.
"ost i%entification of the min%:set of the !n%ian lry consmer@ we ha;e con%cte% a
syner'etic strate'y bil%in' eercise& in an attempt to make sre that there are actionable points&
which will 'o on to ensre the best interplay between the most important factors for a lry
bran%& i.e. the pro%ct bran%& the bran% A reptation of the ser;ice pro;i%er an% the price:;ale
relationship of the lry bran%. (hereafter on the basis of st%y an% thro'h brainstormin'
continos %iscssion& we prepare% ?estionnaire for sr;ey.
"roblems associate% with lry fashion bran%s& theoretically as well as on a practical le;el&
an% the crcial nee% for a perception of eclsi;ity an% how this perception can be maintaine%
are a%%resse%. (his pro#ect contribtes to the specific an% still limite% knowle%'e on how lry
bran%s are %ynamic an% their nee% for consistency to'ether with renewal an% chan'e.
R67&* M+'4''8!
%escripti;e research attempts to %escribe systematically a sitation& problem& phenomenon&
ser;ice or pro'ram& or pro;i%es information abot& li;in' con%ition of a commnity& or
%escribes attit%es towar%s an isse.
$e ha;e %one %escripti;e research %esi'n followin' cross sectional st%ies with %ifferent a'e
'rop of people in lry se'ment. "ro#ect has information 'athere% from both from primary
an% secon%ary sorces& the primary sorces will be sr;ey %one.
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CHAPTER 1
PRO$ECT PROFILE
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P&'.: D,9,+,'9
“Plight of Luxury Brands in India”
OB$ECTI#ES OF THE PRO$ECT!
efore sellin' any bran% its tmost important to #%'e an% i%entify who is the tar'et a%ience
an% what is the perception they are hol%in' abot the bran%. esearchers can flfill all these
ob#ecti;es thro'h answerin' these for ?estions<
• $hy Dwhat are the benefits or ;ale people are 'ettin' thro'h a lifestyle pro%cts& this
prpose shol% be ;ery clear in the min%s of all researchers that why we are %oin' sch
a researchE
• /or whom Dwho are the tar'et a%ience for the lry pro%ctsE
• 'ainst whom D$hat is the basic %ifference between a "remim bran%& a ,ry bran%
an% -riffeE
• $hen D%eterminin' the opportnities for lry bran%s in a %e;elopin' contryE
THE OB$ECTI#ES OF THE STUDY ARE!
1. (o st%y the ftre of lry bran%s in a %e;elopin' contry like !n%ia
2. (o n%erstan% the cstomer psycholo'y towar%s lry bran%s an% the chan'in'
consmer beha;ior for an epensi;e pro%cts.
SCOPE OF THE STUDY
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s the total stren'th of the ni;erse is lar'e an% the time associate% with obtainin' information
from the ;iewers is less& the sample siCe was 75 respon%ents.
r scalin' nit was time perio% of two week& for selection of sample siCe we ha;e se% non
probability samplin' techni?e.
$e %i% not se "!,!( SF",!- becase@ in this poplation members ha;e a
known probability of bein' in the sample. /or non:probability samplin' we %onGt nee% to %esi'n
a frame. Foreo;er in or opinion it wol% facilitate the research as the responses obtaine%
thro'h this sample wol% be more accrate an% honest.
S7: 6,;< 75 espon%ents
S7:,98 9,+< (he sample list contains lry se'ment consmers.
M+'4< e to limite% time span we ha;e con%cte% online sr;ey of consmers in !n%ia an%
referrin' to their byin' patterns.
Sorces of information< both secon%ary an% primary %ata se% for the research prpose
BACKGROUND OF STUDY
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I9+&'4*+,'9
(he research metho%olo'y establishes a framework of e;alation an% re;alation of primary
an% secon%ary research. (he techni?es an% concepts se% %rin' primary research in or%er
to arri;e at conclsion an% fin%in's@ are also %ealt with an% lea% to a lo'ical %e%ction
towar%s the analysis.
P76 1! I49+,,*7+,'9 ' + &'.:!
(he problem with the wor% lry is that it is at once a concept& a sb#ecti;e impression an% a
potential term& often sb#ecte% to moral criticism
,ry bran%s are always in mch more %ilemma when they enter in a %e;elopin' contry
abot there ftre as the tar'et a%ience is ;ery few an% the consmer is sli'htly relctant to
shell ot that mch of money in one 'o.
n the basis of problem i%entifie% we %eri;e at the pro#ect title as
“Plight of Luxury Brands in India”
P76 2! D+&:,97+,'9 ' ,9'&:7+,'9 946 794 6'&*6
esearchers con%cte% an intensi;e secon%ary research to n%erstan% the concept of market
research& bran% perception the sellers an% byers are carryin' for the lry bran%s.
• "!F ( +S+B*
e to limite% time span we ha;e con%cte% online sr;ey of consmers in !n%ia an% referrin'
to their byin' patterns. /rom this sr;ey we ha;e collecte% for %istinct ;ariables attit%e&
belief& beha;ior an% attribtes of lry se'ment cstomers
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• S+B ( +S+B*
Secon%ary %ata is the information alrea%y eists somewhere& ha;in' been collecte% for
another prpose. Sorces incl%e websites& ol% #ornals& an% ol% research papers. ata thathas alrea%y been collecte% an% pblishe% for another research pro#ect Dother than one in
han%E has been referre% for the pro#ect.
P76 3! C'*+,'9 ' 6*'947& 47+7!
Secon%ary %ata helps in n%erstan%in' the nitty:'ritties of the pro#ect. Sorces thro'h
which %ata was collecte% were websites Deconomictimes.com& mana'ementpara%ise.com&
etc.E& ol% #ornals& an% ol% research papers.
P76 <! D/',98 &67&* &7:!
esearch frame refers to a bor%erline into which researchers ha;e to perform their work. !n
or pro#ect the natre of the research is %escripti;e in natre as we or %escribin' the
perception of the tar'et a%ience for the lry bran%s& the tar'et a%ience is i%entifie% on
the basis of %emo'raphics an% psycho'raphics.
emo'raphic profile incl%es a'e& 'en%er& stats& e%cation& occpation an% income
whereas psycho'raphic se'mentation %epen%s pon the personality types an% lifestyle
pattern of the respon%ents. ata sorces are both primary an% secon%ary as %iscsse%
earlier. Bontact metho% is thro'h sche%les& inter;iewin' the respon%ents& sha%owin'.
P76 5! C'9*6,'96 794 ,9+&&+7+,'96!
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n the basis of %ifferent ?estion aske% in the sche%les %ifferent hypothesis were
formlate% an% ;erifie% thro'h the help of ;arios tests. "ie charts& 'raphs were also ma%e
on the basis of responses researchers 'et in thro'h ;arios respon%ents. Bonclsion is
etracte% on the basis of all collection& tablation an% analysis %one.
L,:,+7+,'96 ' + &67&*!
1. Sample siCe of 75 to represent the entire ,ry byerGs stren'th is not a ;ery
si'nificant sample of entire poplation.
2. St%y was mainly con%cte% by means of con;enient samplin' so a representati;e
sample of the respon%ents col% not be obtaine%.
3. espon%ents were hesitant an% relctant to re;eal the entire information as tho'h
re;ealin' trth may lower their self esteem.
4. esearcherGs own limite% capabilities like personal biases& interpretation errors or
limite% knowle%'e to n%erstan% the respon%ents ;iew points also one of the ma#or
limitations of the pro#ect
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CHAPTER-2
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INTRODUCTION
=7+ ,6 >&?
(he problem with the wor% lry is that it is at once a concept& a sb#ecti;e impression an% a
potential term& often sb#ecte% to moral criticism. (hs& what is lry for some is #st or%inary
for others@ while some bran%s are ?alifie% as )lry bran% by one half of pblic opinion&
others are simply consi%ere% as )ma#or bran%s by the other half. "eal lry bran%s remain
attracti;e& bt the wor% itself has lost its clot an% sparkle becase of the economic %owntrn in
in%strialiCe% contries. (he wor% lry has fallen ot a little< a hin%rance to market
researchers& who wish to measre their cstomersG sensiti;ity to lry.
!n economic terms& lry ob#ects are those whose priceA?ality relationship is the hi'hest on
the market. y ?ality& economists mean Hwhat they know how to measre@ in tan'ible
fnctions. T6@ 7 M*,96 &'&+ 4,96 >& .&7946 76 +'6 ,* 7/ *'96+79+
.9 7. +' 6+, 7 ,8 &,* ' &'4*+6 ,+ *':7&7. +798,. 9*+,'96" (his
strictly economic %efinition of the lry bran% %oesnot incl%es the notion of an absolte
minimm threshol%. $hat conts& in%ee% is not absolte price& bt the price %ifferential between
HlryG pro%cts an% pro%cts with comparable fnctions. (his can ;ary from s1000 forcolo'ne to s10000.
s we see& this strictly economic perspecti;e %oes not help %ifferentiate the pper ran'e bran%
from the lry bran% an% a /(!! an% -!//+. +;en Ia'ar has always been cheaper
then "orsche& still the Ia'ar is more lrios than "orsche& which is consi%ere% as a sporty
car. /inally the economic approach canGt clear the confsion becase it is base% on the
followin' %ichotomy@ a bran% is or is not a lry bran%. et& as we shall see frther on& it is
time for s to reco'niCe that ior is a 'riffe for one part of its acti;ities& lry bran% for the
secon% part an% an pper:ran'e bran% for the thir% part. y wantin' to classify the bran% once
an% for all& we for'ot to make appropriate %istinctions accor%in' to its ;arios fnctions an%
processes. !t may help to %efine pper ran'e pro%cts as tan'ibles associate% with a specific
pro%ct cate'ory& while lry pro%cts are intan'ibles associate% with ;ales an% ethics.
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Simltaneosly mana'in' the 3 types of action of a 'i;en bran% is precisely the challen'e that
lry bran% mana'ers face to%ay.
(he ,ry !n%stry ccor%in' to Fckinsey<
=7+ 4'6 + >& *'9*+ 7*+7 9*':766? =7+ 7& + 669+,7
7++&,.+6 ' + >& ,+:6?
,ry came from the ,atin wor% ), which means li'ht. (hat tells the lo'ic behin% the
lry items& they 'litter. (he secon% most important is lry mst be seen by consmers an%
others. (hat is why lry bran% eternaliCe their lo'o or name otsi%e. (he bran% si'natre
mst be seen eplicitly an% shol% be reco'niCe% worl%wi%e. Fa%e to perfection& lry items
stan% ot an% embo%y certain i%eals. ,ry %efines beaty& it is art applie% to fnctional items.
L>&@ 4&,/4 &': + L7+,9 '&4 luxus@ :796 ,9489* ' + 6966& re'ar%less of
cost" L>& .&7946 7& .&7946 '6 &7+,' ' 9*+,'97 +,,+ +' &,* ,6 ' , +7+
' ,9+798,. +,,+ +' &,* ,6 ,8" Sch bran%s share characteristics like consistent premim
16
(an'ible fnctions
"rice
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?ality& a herita'e of craftsmanship& a reco'niCable style or %esi'n& a limite% pro%ction rn of
any item to ensre eclsi;ity& an element of ni?eness an% an ability to keep comin' p with
new %esi'ns when the cate'ory is fashion:intensi;e.
,ike li'ht lry is enli'htenin' Dcritics say they are blin%in'E. ,ry bran%s are the tan'ible
references to the most sophisticate% fashions of a 'i;en time. s sch& these bran%s implicitly
con;ey their own cltre an% way of life@ hence Saint ,arent is not Bhanel. (hey offer more
than mere ob#ects@ they pro;i%e reference to 'oo% taste. (hatGs why lry mana'ement shol%
not only %epen% on cstomers epectations@ lry bran%s are animate% by their internal
pro'ramme. (heir o;erall ;ision an% the specific taste which they promote& as well by the
prsit of their own stan%ar%s.
n a symbolic le;el& li'ht means life an% fertility. ,ry is ths both creation an% the ;ital
sorce of inspiration. !n effect& most lry instittions were fon%e% by creati;e 'enis& whose
constantly renewe% inspiration attracte% the attention of the rlin' classes an% the elite. elatin'
to lry re?ires two thin's< the monetary capacity to pay the price of ?ality an% a propensity
to appreciate the ob#ectGs artistic& creati;e an% sensos %imensions that is somethin' beyon%
mere practically. ,ry items pro;i%e etra pleasre an% flatter all sense at once.
,ry is the natral accomplishment of rlin' classes. !t is the natral accomplishment of the
rlin' classes. !t is in%ee% wi%ely acknowle%'e% that lry plays a classifyin' role accor%in'
to which a restricte% 'rop bon%s to'ether an% %istances itself from the rest of society in terms
of price an% preferences. !n this respect& lry bran%s are #st perpetatin' an% eemplifyin'
the si'ns an% the attit%es of the former aristocracy& yet has preser;e% the aristocratsG social
i%eal= ,ry ennobles both ob#ect an% its owner. Boats of arms ha;e %isappeare%& bt blaCons
an% bran% seals are to%ayGs ostentatios a%ornments. ot many lry symbols eist& bt those
that %o represent the past pri;ile'es of the +ropean aristocracy& li;in' a life of leisre& free of
all workin's& money an% time.
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,ry constantly seeks to escape time constraints@ by focsin' on leisre or by concealin' the
effects of time with wi's an% face makep. s for perfme& it also helpe% to %istin'ish
aristocrats from common folk. s we can see& it is si'nificant that mo%ern lry bran%s ha;e
fallen from the cosmetics an% perfme in%stry& not to mention the other essential class
attribtes@ clothin' an% #ewels.
L>& .&7946 794 G&,6!-
'oo% %eal of confsion srron%s the meanin' an% relationship of these two terms. Fany
people se the term 'riffe if a presti'ios bran% is applie% to many %ifferent pro%cts. thers
claim that bran% can become a 'riffes.
!n reality& bran%s an% 'riffes mst be %istin'ishe% in terms of 'ron% that co;er an% they work.
Bonfsion has been case% by the fact that some famos names e.'. ior are 'riffes for one art
of their pro%ction an% bran%s for another. *ence& a 'riffe can become a bran%& bt the re;erse
is not tre.
(he law scarcely clarifies the %ifference between bran%s an% 'riffes< in its eyes& a 'riffe is the
fie% ima'e of a si'natre& set %own to be se% as a tra%emark. /ortnately& we can n%erstan%
the 'riffe concept by eaminin' the wor% itself.
'riffe has somethin' to %o with instinct& ;iolence an% li'htin'< it co;eys somethin'
npre%ictable& that leaps ot an% lea;e its mark. (he 'riffe is the mark of an inspire% an%
instincti;e creator. (he 'riffeGs specific territory is clearly that of pre creation. (he 'riffe is a
ni?e work of art that can ne;er be repro%ce%.
(hat eplains that mont lanc& "ont& *'o boss are no lon'er the 'riffe they are lry
bran%s. (hese are manfactre% in factory not in workshop an% they are pro%ce% in series not
one of its own kin%.
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T,6 4,6+,9*+,'9 7:'98 + >& 794 + 8&,6 *79 . >7,94 +&'8
'',98 &7:,4"
P&,9*,6 ' >& :7978:9+!
*istorians an% sociolo'ists ha;e pointe% ot some of the basic principles of lry bran%
mana'ement< for instance& the necessity of protectin' clients from non clients by creatin' a
19
(he bran%
(he pper ran'e bran%
(he lry bran%
-riffe
Foney
ra
T >& 794 + .&794 66+:
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%istance& a no mi area& or as economists wol% pt it& entrance barriers for those who are not
in;ite%. ,ry bran%s mst be %esire% by all bt consme% by the only few lcky ones. T,6
'+7&4 794 ,97&4 4,7*+,* ,6 &*+4 . 7 *':.,97+,'9 ' &7+,/ /,6,.,,+ ,9 +
:4,7 ,+ /& &6+&,*+4 4,6,'9. (hat is why lry awareness shol% be sperior to its
penetration.
,oss of control occrs preciosly when lry bran%s no lon'er protect their clients from the
non clients. (he infinite mltiplication of Jitton ba's also hin%ers the %istincti;e featres of
lry an% same 'oes with channel t:shirts.
(he 'enine lry bran%s ensre that both frame an% pictre the eterior an% interior are worth
the same. !f the two 'et %isconnecte%& the lry bran%s enter the realm of sham an% ab%icate in
fa;or of conterfeit.
,ry is always meant to be sli'htly ecessi;e< ecess in %etail& ecess in care& ecess in
precation& all reflectin' a tra%itional way of workin' which scarcely eists in this a'e of
stan%ar%iCation an% cost minimiCation. (his %oes not means that the past is a shrine& as some
lry bran%s nfortnately ten% to think< in worshippin' tra%ition so& they mi'ht en% p
%isappearin' alon' with a'ein' clients. (he challen'e mo%ern lry now faces is to please an% preser;e to%ayGs consmers.
*a;in' flly n%erstoo% that& Bartier intro%ce% steel in its watches& bt still presente% it as a
precios metal. ,ikewise& *ermes tra%itional croco%ile or leather sitcase is now a;ailable in
carbon fiber yet its interior still contains nmeros personaliCin' %etails an% ma%e of soft an%
sensal leather.
,ry bran%s perpetate an eceptionally hi'h le;el of ?ality. /or them a wi%e ;ariety of
sensations cont as mch as wi%e ;ariety of fnctions. (hat is why they se the finest materials
for their pro%cts an% etensi;ely cstomiCe them in or%er to pro;e how cstomer focse% they
are. either the rarity of the ob#ect nor the potency of the bran% ima'e can alone contine to
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#stify the price %ifferential. s we see& lry %efines the i%eal %e'ree of personaliCation an%
sblimation of a 'i;en ob#ect a'ainst which the more basic bran%s can measre themsel;es.
BRAND A=ARENESS AND DESIRE!
T,6 '+7&4 794 ,97&4 4,7*+,* ,6 &*+4 . 7 *':.,97+,'9 ' &7+,/ /,6,.,,+ ,9 +
:4,7 ,+ /& &6+&,*+4 4,6,'9. (hat is why lry awareness shol% be sperior to its
penetration. (he nee% always to preser;e a %ifferential between bran% awareness an% bran%
%iffsion. (his was confirme% by S!B D1991E in their recent sr;ey of 12&500 people a'e% 15
an% abo;e thro'hot +rope. "resente% with a list of lry bran%s the participants were aske%
to say which ones they knew DawarenessE& which ones they %reame% of Dattracti;enessE an%
which ones& if any& they ha% prchase% in one form or other.
(hose who know the bran% are %i;i%e% into two frther 'rops of byers an% %reamers. y
analyCin' each bran%& it has ths been possible to i%entify 4 %ifferent sitations that is& for
cstomer types<
1. (he byers who still %ream of the bran% are a%%icts. T 7& .&7946 &'6+6" (hey
mst be encora'e% an% rewar%e% for their loyalty.
2. T .&6 ' 9' '98& 4&7: ' + .&794 7& *74 B76@ they are satrate%.
(heir %esire mst be re;i;e%.
3. T 9'9 .&6 ' 4&7: ' + .&794 794 4'9+ &*76 .*76 ' 7+/&
&76'9@ these shol% be encora'e% by ;arios means.
<" F,97@ +'6 9' .&6 ' 76' 4'9+ 4&7: ' .&794 7& *74 + ,94,&9+
'96"
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B&794 A7&966 794 D6,&
I9+&'4*+,'9 +' + L>& S8:9+ ,9 I94,7
I94,79 >& :7&+ :7 .'': +' US 30 .,,'9 . 2015
o stran'er to harat& lry is all set for an nprece%ente% florish here as the !n%ian
consmer has o;ercome the 'ilt pan's associate% for a'es with in%l'ence. The size of the
22
Se%ction
wareness sa'eJitton
rmani
,acoste
ole
Bartier
nhill
Bhi;as
Bar%in
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luxury market in India is estimated at around !"# $illion, and %hat&s $est, gi'en the right
im(etus, it could easily lea(frog to !)*$illion $y +)#"
!n%ians are lappin' p lry assets& ser;ices an% 'oo%s with ;oracios appetite& accor%in' to a
comprehensi;e sr;ey %one by ( Kearney for (he +conomic (imes. !n%ians splr'e L2.9
billion on lry assets Dessentially pri;ate #ets an% lry homes& cars or yachts an% artE& spen%
another L953 million on lry ser;ices an% top it by byin' lry 'oo%s worth L377 million&
sai% the sr;ey which was n;eile% here on (hrs%ay at +(Gs first:e;er lry conference&
ialo'e on ,ry.
e it pri;ate #ets& art& yachts& lry homes& top:of:the:line cars& spas& fine %inin'& tra;el&
holi%ays& #ewellery& state:of:the:art electronics& wines > spirits& apparels or personal care
pro%cts like perfme& the confi%ent !n%ian consmer is 'oin' for it all. )! ha;e arri;e% an% !
want it& is what resr'ent !n%iaGs creamy layer feels.
The ty(ical luxury $rand consumer is in the +#*!- age $rackets, usually an industrialist" The
sur'ey indicates that there is no guilt feeling associated %ith s(ending on luxury, according to
.eelesh /undekari of 0T 1earney. riefin' participants at the conference he sai% there was
stron' 'rowth in consmption of key lry items an% the potential was stron'er. (he !n%ianconsmer wants to 'et the best before others& %eman%s ;ale for money thro'h to'h
ne'otiations& an% looks forwar% to reco'nition an% respect.
(he conference was kicke% off by commerce > in%stry minister Kamal ath an% ,a%y ,ynn
/orester %e othschil%& fon%er > B+ of +, othschil% ,,B& the a%ience incl%e%
%esi'ners& hoteliers& lry bran% marketers& %ecision:makers& a;iation specialists& corporate
honchos an% elhiGs connoissers.
part from in%strialists& the bi' spen%ers i%entifie% in the sr;ey incl%e professionals& self:
employe% an% top 'ns workin' for lea%in' corporate. Bonsmers of lry are locate% across
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the nation& be it Kanyakmari or Kancheepram in the soth& Ialan%har an% ,cknow in the
north& Srat an% "ne in the west or sansol in the east. Fmbai& elhi an% an'alore are the
top three cities in terms of rpee millionaires& sai% Fr *n%ekari as the a%ience soake% in the
fin%in's an% thirste% for more.
;ery interestin' fact hi'hli'hte% by the sr;ey was the potential of !n%ia to be a sorce of
lry 'oo%s for consmers across the worl%. Fanfactrin' of lry items in !n%ia can 'row
to L500 million an% !n%iaGs stren'ths incl%e tra%itional craftsmanship an% low labor cost.
(here are a nmber of challen'es too& for the lry bsiness an% this incl%e pacity of traine%
manpower& re'latory isses an% hi'h taation& the sr;ey pointe% ot. (he import %ty on
premim cars& for eample& stoo% at 205M while wines > spirits in;ite 185M cstoms le;y.
(he sr;ey also pointe% ot that that import %ty was hi'h in the case of personal care items&
fra'rances& leather accessories an% watches. ,ack of ?ality retail space was another reason
hamperin' 'rowth of the in%stry. $hile %e;elopment of ?ality space will happen once real
estate picks p& the in%stry nee%s to spen% on trainin' to 'enerate ?ality manpower. "oachin'
may not help an% sch ten%encies will only hrt the entire in%stry.
n the re'latory si%e& the sr;ey also hi'hli'hte% that restrictions on forei'n %irect in;estment
D/!E in retail was hin%erin' 'rowth of the in%stry. Since the lry market is not or'anise%&
the or'aniCations concerne% are not workin' to'ether on in%stry isses. s a reslt 'rowth
remains below potential an% re'latory isses are not bein' prse% ;i'orosly.
s compare% to markets like the S& Iapan& -ermany an% e;en Bhina& the siCe of the !n%ian
lry market is small bt the 'rowth potential is tremen%os. (he nmber of hi'h networth
in%i;i%als is increasin' an% the ten%ency to opt for 'lobal bran%s increases as more an% more
!n%ians tra;el abroa%& the sr;ey sai%.
ccor%in' to the ( KearneyGs report an% the report by Bonfe%eration of !n%ian !n%stry DB!!E&
the !n%ian lry 'oo%s market is reachin' for a 'rowth of abot twenty percent in the net year
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D!n%ian ,ry e;iew& 2011E.
(he report obser;es that lry firms in this nation ha;e to choose from three %istinct paths.
/irst they may opt to catiosly trea% an% 'row in the !n%ian market by 'ettin' the ri'ht
fn%amentals. Secon%ly& sch firms may con%ct selecti;e trials an% a%opt a %istinct place in the
!n%ian market. (he thir% choice is to ac?ire the premier mo;er fa;orability in hi'hly probable
sectors by makin' %arin' marketin' mo;es. (his report also s''este% that the !n%ian lry
market has seen a 'rowth rate of o;er twenty percent in the last year an% it is approimate% to
reach aron% 5.8 billion& in lie with the pro#ections ma%e for the net fi;e years.
!t has also been seen that lry 'oo%s market ha;e enlar'e% initial anticipation of 23 percent
an% has rapi%ly enlar'e% to 29 percent. (he below chart shows the enlar'ement in lry market
in the year 2010& with relation to the lry market enlar'ement rate in !n%ia in 2009.
India Luxu! R"#i"$% &'((
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FE= INTERESTING FACTS ABOUT INDIAN LUXURY BRANDS!
1E In a recent study, Glo$al 2onsulting firm 3c1insey disco'ered the follo%ing trends<
• ;erall !n%ian consmption will triple by 2025& an% 80 percent of the spen%in'
will come thro'h income 'rowth.
• Spen%in' across all economic se'ments is p 40 to 50 percent.
• (he 'lobal class of consmers& who by top:bran%e% an% lry items is
epecte% to 'row tenfol% by 2025 to 23 million.
2E India Luxury Trends +))4 di'ides consumers for luxury goods into four categories<
• L>& '&,9+4! Sorce of afflence is lar'ely tra%itional an% inherite% wealth.
Fost importantly& they ha;e hi'h le;els of eposre an% awareness to worl%:
class li;in'.
• N R,*! %e?ate spen%in' power. c?irin' orientation to lry.
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• G++,98 T&< c?irin' spen%in' power. Spen% mainly on hi'h:en% white
'oo%s& e%cation of chil%ren& better hosin'& an% lar'er atomobiles.
• M,4 A9+! c?irin' orientation to lry& bt nlikely to in%l'e beyon% a
limit
(he beha;ior of consmer is a challen'in' isse incl%in' people an% what they by&
the reason of prchase& :7&+,98 794 :7&+,98 :,> 794 :7&+. (he beha;ior of
consmer is %efine% as< the acti;ities that are %one %irectly to attain& consme an%
%ispose the commo%ity an% ser;ice. (hese acti;ities incl%e %ecision process bein' %one
before an% after this action.
on' people of a society are the bi''est consmer 'rops of lrios 'oo%s. (he
reason is fleibility in pro;i%in' the re?ire% capital an% their ability in attainin' money
to pro;i%e lrios 'oo%s. *owe;er& we shol%nGt i'nore the competition of this le;el
to attract the attention in the society an% this chan'es the consmption mo%el of that
Society.
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CURRENT STATE OF LUXURY RETAIL IN INDIA<
s %eman% for lry items contine% to 'row in !n%ia& hi'h occpation prices were worth
payin' for prime locations. e;elopers starte% bil%in' shoppin' centers an% malls that became
epic centers for retailers an% shoppers of lry 'oo%s.
Brrently -alleria in Fmbai& ,/ +mporio in ew elhi an% city in an'alore are most
attracti;e retail locations for lry bran%s an% ser;e as the Nhi'h streetsN of !n%ia.elow is a list
of the top lry bran%s that crrently resi%e in these malls.
t the B,, lry 'oo%s forom in october 2010& rman%o ranchini& +ecti;e %irector of
/on%aione lta'amma& a bsiness association of lry bran%s& state% that its members are
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lookin' to stren'then their presence in !n%ia by increasin' the nmber of sin'le bran% stores
from 30 to 200 by 2020 .
CHAPTER <
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+S+B* /!!-S
S7: S+7+6
1. -en%er wise classification of the respon%in' sample<
GENDER NO" OF RESPONDENTS
F,+S 33
/+F,+S 42
((, 75
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Sample siCe which was taken for the research is 75& ot of which 56M are female > 44M are
male respon%ents.
2. 'e wise classification of the respon%in' sample<
AGE N'" O R6'949+618-24 12
25-34 22
35-44 1845-54 14
55 or more 9
Total 75
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Faimm nmber of respon%ents are from a'e 'rop of 25:34 > 35:44& which co;ers 40M
of the whole sample siCe.
3. ccpation wise classification of the respon%in' sample<
Occupation No. of Respondents
Student 15
Service 32
Self Employed 28
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4. !ncome wise classification of the respon%in' sample<
Income No. of Respondents
Rs 1!-19!999 7
Rs 19!999-29!999 18
Rs 3!-39!999 23
Rs 4!-49!999 14
Rs 5! or "ore 13
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rin' the research process maimm respon%ents are co;ere% from 19&999:29&999 > 30&000:
39&999 income 'rop. (his 'rop is mainly consi%ere% as main tar'et cstomers for lry
items
FINDINGS FROM THE SUR#EY!
(P&,:7& R67&*)
(o n%erstan% the %ynamics of a'e on the rea%ership of lifestyle ma'aCines this information
is obtaine%<
=,* A8 8&' ,6 :'6+ ,9+&6+4 ,9 .,98 L>& &'4*+6?
AGE N'" O R6'949+6
18-24 12
25-34 2#
35-44 21
45-54 13
55 or more 3
Total 75
(&
&)&(
(**
Age group most interested in buying
luxury products
(+,&- &.,*- *.,-- -.,.- .. / 0/"
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A976,6
ccor%in' to the respon%ents& 'e 'rop of 25:34 is most intereste% in byin' ,ry
'oo%s that is aron% 35M followe% by 'e -rop of 35:44.
!ncome sally affects the lifestyle an% attit%e of in%i;i%als which mi'ht shape choice of
the pro%cts yo by& to know more on this isse respon%ent 'a;e the followin' reply<
D'6 &*76 ' L>& ,6 4,&*+ &7+4 +' ,9*': /?
A96&6 N'" ' R6'949+6
es 69
o 6
A976,6
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(he reslt was totally skewe% to one si%e an% respon%ents a'ree that "rchase of ,ry
"ro%cts is totally relate% to the !ncome le;el of an !n%i;i%al which is 92M.
!ncome sally affects the lifestyle an% attit%e of in%i;i%als which mi'ht shape choice of
the pro%cts yo by& to know more on this isse respon%ent 'a;e the followin' reply
=' 7& + '+9+,7 +7&8+ *6+':&6 ' >& 8''46 ' 89&7 7/ ,9*':
.&7*+ '?
Income No. of Respondents
Rs 1!-19!999 #
Rs 19!999-29!999 9
Rs 3!-39!999 17
Rs 4!-49!999 2
Rs 5! or "ore 23
A976,6
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(hro'h the bo;e Bolmn Bhart it is totally clear that there is a clear linear relation between
the income le;el an% prchase of ,ry 'oo%s. s the income le;el of an in%i;i%al increases
so there is increase in "rchase of ,ry -oo%s.
(here are nmber of factors which affect the prchase preferences of the cstomers like
price& ?ality& a;ailability& etc. to know the actal impact of the followin' parameters on the
prchase preferences of the cstomers this ?estion was aske% to the respon%ents.
R79 + '',98 7&7:+&6 '9 '& &*76 &&9* ?
A96&6 N'" ' &6'949+6
"rice 20
Oality 26
;ailability 15
!n;ol;ement 9ecommen%ation 5
(otal 75
A976,6
Fost of the respon%ents prefer ?ality followe% by price an% a;ailability. (his response shows
that cstomers are rea%y to pay of ?ality.
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"eople prchase pro%cts becase they fin% some sort of ;ale in it. !f the benefit is more
than the prchasin' price the pro%ct is beneficial for them.
(o n%erstan% what sort of benefits sally a cstomer %eri;es from a lry pro%ct&
followin' ?estion is bein' aske%<
= 4'6 '9 &6'9 &*76 7 L>& B&794?
#7 N'" ' R6'949+6
Oality 8
/lant Jale 31
!ntereste% in art 13
+clsi;ity 23
A976,6
!n opinion of espon%ents& ma#ority of "eople by lry pro%ct becase they want to flant
their speriority o;er others. /ollowe% by those people who really ha;e taste of art an%
eclsi;eness of the lry that is aron% 30M.
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lways cstomers are lookin' for ?ality in pro%cts thatGs why they 'o for shoppin' of
lry pro%cts& to know more on this isse respon%ent 'a;e the followin' reply<7,+ ' L>& .&7946 7& :'& 6&,'& +' '+&6?
A96&6 N'" ' &6'949+6
Stron'ly 'ree 21
'ree 35
etral 12
isa'ree 7
Stron'ly isa'ree 3
(otal 75
A976,6r assmption is correct& abot 53M of the respon%ents belie;e in the sperior ?ality of
lry pro%cts.
"eople prchase pro%cts becase they fin% some sort of ;ale in it. !f the benefit is more
than the prchasin' price the pro%ct is beneficial for them.
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(o n%erstan% what sort of benefits sally a cstomer %eri;es from a lry pro%ct&
followin' ?estion is bein' aske%<
#7 4&,/ &': >& .&7946 ,6 :'& +79 '+&6 ?
A96&6 N'" ' &6'949+6
Stron'ly a'ree 15
'ree 35
etral 16
isa'ree 6
Stron'ly isa'ree 3
(otal 75
A976,6
bot 35M of the respon%ents a'ree% that lry bran%s pro;i%es ;ale of the money. ,ry
pro%cts 'i;e more ;ale to the cstomers& so then it becomes beneficial to them.
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(o ha;e a 'oo% relationship with the cstomers their shol% be 'oo% ser;ices for them& to
know more abot the ser;ices pro;i%e% by the lry bran%s followin' ?estion was aske%
to the respon%ents.
S&/,*6 &'/,44 . >& .&7946 ,6 .++& +79 '+&6 ?
A96&6 N'" ' &6'949+6
Stron'ly 'ree 17
'ree 36
etral 11
isa'ree 7
Stron'ly %isa'ree 3
(otal 75
A976,6
bot 36M of the respon%ents are of the ;iew that ser;ice ?ality in lry bran%s is more
sperior then other bran%s.
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-eneraly people belie;e that lry items are for hi'h income 'rop& to know more abot
followin' ?estion was aske% to the respon%ents.
L>& .&7946 7& &&4 . ,8 ,9*': 8&'6 ?
A96&6 N'" ' &6'949+6
Stron'ly 'ree 16
'ree 35
etral 12
isa'ree 9
Stron'ly isa'ree 2
(otal 75
A976,6
*ere we can see that most of the responses are in fa;ior of or assmption that maine tar'et
cstomers for lry bran%s are hin' in come 'rop. bot 35M belie;e that lry bran% is
for hi'h income 'rop people.
(here are ;arios factors which affect the lry market in both ways either positi;e or
ne'ati;e. (o n%erstan% which factor affect most& the followin' information was 'athere%.
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R79 + '',98 S'*,' E*'9':,* 7*+'&6 ,* 7*+ + L>& :7&+?
S'*,' *'9':,* 7*+'&6 N'" ' R6'949+6
Bhan'e in lifestyle Dlike hosehol% patternsE 22
etail boom 16
$orkin' women 15
ise in li;in' stan%ar%s 21
A976,6
Bhan'e in lifestyle is the factor which affects the lry sales most& followe% by the ise in
li;in' stan%ar%s an% etail boom. (hese factors are ;ery less skewe% that shows all the factors
affect the sale of lry 'oo%s almost at the same le;el.
$e classifie% bran%s into three maine parts local& lry > !nternational bran%s& to know
the byin' beha;ior of the people an% on this isse respon%ent 'a;e the followin' reply
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=,* .&7946 ' && +' 6' ?
A96&6 N'" ' &6'949+6
,ocal bran%s 27,ry bran%s 33
!nternational ran%s 15
(otal 75
A976,6
*ere we can see that now a %ays most of the people prefer to shop lry bran%s. ma#or part
prchase lry bran% followe% by local bran%s. !nternational bran% has least share.
/ollowin' ?estion is frame% to fin% ot the impact of real estate DcommercialE& retail i.e
mall concept on the sale of lry pro%ct& like from where actaly cstomers prefer to
shop=
$here %o yo prefer to shop 5
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A96&6 N'" ' &6'949+6
,ocal market 21
Falls 35
ran% otlets 15
thers 4(otal 75
A976,6
Fost of the people like to prchase from Falls followe% by local market an% bran% otlets. (his
shows that real estate DcommercialE mall concept ha;e sch a hi'h impact on the sale of lry
items.
!n%ia bein' a %e;elopin' contry is not an attracti;e hb for lry bran%s till recent years
bt now the scenario seems to be chan'in'.
D' ' 8' 7.&'74 +' 6' '& L>& &'4*+6?
A96&6 N'" ' R6'949+6
es 32
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o 43
A976,6
/rom the abo;e pie chart we can see that now !n%ia is 'rowin' as a lry market for the people
who are real lry lo;ers an% they %onGt ha;e to 'o to forei'n lan%s to prchase one. "eople
are able to choose amon' the lar'e ;ariety of lry bran%s which are now present in !n%ia also.
(o n%erstan% the emo'raphic composition an% the wareness abot the lry bran%s
the followin' ?estion has been aske%<
D' 67 ' ,6+ &'4*+6 '9 &6+&,*+4 +' M+&'6?
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A96&6 N'" ' R6'949+6
es 41
o 34
A976,6
(here is a mi of opinion abot the sale of lry bran% is more in metros or not. /rom the
abo;e pie chart we can see that there is a ;ery little skew between the respon%ents who sai% no
an% who sai% yes.
/or some lry is byin' a premim pro%ct once in a life an% for some byin' in few
months. (o n%erstan% the ftre of lry sales it is imperati;e to know how often one
prchases a pro%ct.
H' '+9 + ,948 ,9 >& ,9 +,& ,6+6 76 ''64 +' .,98 + '&4,97&
.&794?
T,: D&7+,'9 N'" ' R6'949+6
nce in a month 4
nce in a 6 month 12
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nce in a ear 22
nce in 5 years 19
nce in 10 years 12
nce in a lifetime 6
A976,6
(he abo;e %ia'ram %epicts that there are most nmber of people who by lry bran%s once in
a year followe% by those who by once in fi;e year an% by those who by once in a 6 month.
(he -" is 'rowin' an% the mber of *!Gs are also 'rowin' at a ;ery hi'h rate& still
there are some reasons becase of which lry sales are not able to take a fli'ht in !n%ia.
(o n%erstan% those reasons lets see the followin' reslt<
=7+ 7& + &'.:6 .*76 ' ,* >& .&7946 7& 9'+ 7. +' +7 7 ,8+ ,9I94,7?
R76'96 N'" ' R6'949+6
Bonser;ati;e (hinkin' 14
,ack of r'aniCe% etailin' 22
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*i'h entals 12
*i'h (aation 27
A976,6
ccor%in' to the respon%ents hi'h import %ty is main reason why sales of lry bran%s in not
takin' fli'ht. (he import %ty on premim cars& for eample& stoo% at 205M while wines >
spirits in;ite 185M cstoms le;y& followe% by the lack of serios or'aniCe% retailin'.
e to less sales lry bran%s 'enerally fall into trap of %iscontin' an% that 'oes ;ery tre
in case of a %e;elopin' contry like !n%ia. (o n%erstan% this ?estion followin'
information is 'athere%.
L>& .&7946 89&7 7 ,9+' + +&7 ' D,6*'9+,98 4 +' & S76?
A96&6 N'" ' R6'949+6
es 28
o 47
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A976,6
(he reslt was aston%in' an% 71M respon%ents sai% that no& conterfeit pro%cts %onGt hamper
the sale of the lry sales. $hereas& 29M a'ree that conterfeit pro%cts %o hamper the sale of
lry pro%cts.
wareness is tmost necessary for any bran%. So& to n%erstan% the ways thro'h whichlry bran%s can make the people aware most abot their bran% in or%er to enhance both
awareness an% recall followin' information was 'athere%.
=7+ 6'4 I9+&97+,'97 L>& B&7946 4' +' '' I94,79 *'96:&6?
T*9,6 N'" ' R6'949+6
Sensory -ratification 16
Belebrity +n%orsement 27
$or% of Foth 14
"blic elations 18
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A976,6
ron% 30M respon%ents sai% that the Belebrity en%orsement is most affecti;e techni?e to woo
!n%ian consmers followe% by the "blic elation techni?e like %one by the o%y Shop.
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2" =,* .&7946 ' && +' 6' #7 4&,/ &': >& .&7946 ,6 :'& +9
'+&6"
A976,6
$e can etract from the abo;e 'raph that& 20 respon%ents who are sers of lry bran%s are
satisfie% with the ;ale %eri;e% from it. $hile sers of local bran%s are not %eri;in' the ;ale of
their money an% feel that by sin' lry bran%s& one can %eri;e their ;ale of money. !n short&
we can say that more than 50M of the respon%ents belie;e that& ;ale of money is more in
lry bran%s.
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3" =,* .&7946 ' && +' 6' S&/,*6 &'/,44 . >& .&7946 ,6 .++&
+79 '+&6"
A976,6
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$hen we talk abot the ser;ices pro;i%e% in each bran%& we can see that not only sers of
lry bran%s bt also sers of local as well as international bran%s belie;e that ser;ices are
'oo% in lry bran%s. So& there is a probability of shiftin' from local an% international to
lry bran%s at least by those who prefer 'oo% ser;ices while selectin' a bran%.
4. =,* .&7946 ' && +' 6' L>& .&7946 7& && . ,8 ,9*':
8&'6"
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A976,6
Blearly ;isible from the 'raph that abot 70M of the respon%ents irrespecti;e of sers of bran%s
ha;e stereotypin' belief that ),ry ran% P Fst be for *i'h !ncome -rop. (his shows
that the main tar'et se'ment of lry bran% is hi'h income 'rop cstomers.
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5" =,* .&7946 ' && +' 6' A8 8&' ,6 :'6+ ,9+&6+4 ,9 .,98 L>&
&'4*+6"
A976,6
(he abo;e 'raph shows the chan'es in bran% preferences %epen% on the a'e of the cstomers.
s we can see from the chart that& more lry bran%s is se% %rin' 25:34 years of a'e while it
shows a continos %ecline in sa'e of lry bran% with increasin' in a'e.
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C7+& 5!
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nalysis an% !nterpretation
ANALYSIS OF FINDINGS
T&94 A976,6 ' S7 ' L>& G''46!
• Bonsi%erin' that more than 200 top 'lobal lry bran%s are crrently at ;arios sta'es
of settin' p shop in !n%ia& which is consi%ere% to be amon' the markets offerin' bi''est
'rowth potential.
• (he crrent fi're of sale of ,ry 'oo%s in L5.1 billion an% (he !n%ian lry market
is epecte% to %oble by 2012 an% frther %oble by 2016 that is aron% L20 billion in2015.
A976,6 '9 .76,6 ' S*4!
• !n%ia has one of the hi'hest %tiesAtaes on importe% lry 'oo%s& which %ri;e the 'rey
market an% %ty free prchases& while the strin'ent re'latory en;ironment impe%es
in;estment by forei'n bran%s. (here are a nmber of challen'es@ too& for the lry
bsiness an% this incl%e pacity of traine% manpower& re'latory isses an% hi'h
taation& the sr;ey pointe% ot. (he import %ty on premim cars& for eample& stoo% at
205M while wines > spirits in;ite 185M cstoms le;y.
• lry retail prices ha;e Coome% to aron% s1&000 DL25E a s?. ft from aron% s400
DL10E two years a'o
• ne more interestin' analysis which came ot was that that more than 70M of the
respon%ents belie;e that Bhinese conterfeit pro%cts %onGt hamper the sale of lry
bran%s as the person who is intereste% in lry bran%s will not prchase the conterfeit
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one. $hereas& some sai% yes it will hamper the lry bran% not only thro'h sales bt
also to the eclsi;e natre of the bran% will also be hampere%.
• ccor%in' to respon%ents& bran% awareness shol% be thro'h the me%im of celebrity
en%orsement that is aron% 30M. Fany famos personalities are linke% with lry
bran%s like Shahrkh Khan& Sonam Kapoor& ishwarya ai etc. secon% most attracti;e
techni?e is pblic relations which we can see is sccessflly %one by o%y Shop of
nita o%%ick.
• (here are ;arios resons why sale of lry 'oo%s is takin' fli'ht in a %e;elopin'
contry like !n%ia& the few main reasons which can be conte% are Bhan'e in lifestyle
Dlike hosehol% patternsE& etail boom& $orkin' women& ise in li;in' stan%ar%s
• ne of the srprisin' fin%in's of the st%y ai%e% by primary research with !n%ian Farket
esearch rea D!FE was the %emo'raphic profile of the !n%ian lry consmer.
ase% on their research an% fin%in's& 52 per cent of lry epen%itre is eercise% by
consmers belon'in' to the 25 to 34 year a'e bracket
• bot 36M of the lry consmers sai% they preferre% byin' abroa% as they belie;e%
the ran'e was a;ailable ahea% of !n%ia an% at a lower price& while 34M sai% they
shoppe% o;erseas becase the )show off ;ale was hi'her
e to less sales ,ry bran%s also fall into trap of %iscontin'& this is a main threat of any
lry bran%. (he retailer may trn the eclsi;ity of the bran% %own if he %i%nGt 'et the
proper retrns.
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INTERPRETATIONS!
I+ 76 '94 +7+!
1E (here are a nmber of challen'es too& for the lry bsiness
2E pacity of traine% manpower&
3E e'latory isses an% hi'h taation& the sr;ey pointe% ot.
4E (he import %ty on premim cars& for eample& stoo% at 205M while wines
> spirits in;ite 185M cstoms le;y.5E !n%ia has an eponential 'rowth in market siCe of lry 'oo%s it is %e to
;arios factors like Bhan'e in lifestyle Dlike hosehol% patternsE& etail
boom& $orkin' women& ise in li;in' stan%ar%s.
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C7+&
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Bonclsions
5"1 C'9*6,'96!
(here are many mltinational lry bran%s which are enterin' in !n%ia with their fll pace like
Iimmy Bhoo& -cci& Bhristian ior& ,ois Jitton& Bartier& "ia'et& (iffany& Foschino& "ra%a&
/en%i an% others. Fore than 200 lry bran%s are present or in line of openin' their shop in
!n%ia. ll this rsh is re'istere% %e to hi'hest 'rowth in *!Gs which is aron% 25M per year
an% 'rowin' -".
(here are many other reasons becase of which market siCe of lry bran%s is also boostin'
which are Bhan'e in lifestyle Dlike hosehol% patternsE& etail boom& $orkin' women& ise in
li;in' stan%ar%s. ,ry bran%s can also increase their bran% awareness an% sales thro'h
celebrity en%orsements. (he thin's which are hamperin' the 'rowth of lry market is hi'h
import %ty& lack of or'aniCe% retailin'& Bhinese conterfeit pro%cts.
y keepin' the abo;e points in min% we can concl%e %espite bein' few %ifficlties lry
ran%s ha;e a 'reat ftre ahea% in !n%ia.
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A94,>
6+,'997,&
/or )"li'ht of ,ry ran%s in !n%ia
1. *ow often %o yo 'o for shoppin'=
within a weekQQ within a monthQQ
within 6 monthsQQ within a yearQQ
&1 $ith whom 'enerally yo 'o for shoppin'=
S2/u3"444 /amily membersQQQ/rien%sQQQ Bollea'es 4444
3. $here %o yo prefer to shop=
,ocal marketQQQ FallsQQ
ran% otletsQQQ thersQQ
4. $hich bran%s yo prefer to shop=
local bran%sQQ
,ry bran%sQQQ
!nternational ran%sQQQ
5. n what parameters yo select bran%s=
"riceQQQQ OalityQQQ
;ailabilityQQQ !n;ol;ementQQQ
ecommen%ationQQQ
6. ank the followin' parameters on yor prchase preference= D1 P *i'hest > 5 P ,owestE
"rice QQQ
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Oality QQQ
;ailability QQQ
!n;ol;ement QQQ
ecommen%ation QQQ
7. "lease tell on a scale of 1 to 5& where 1 means )Stron'ly isa'ree an% 5 means )Stron'ly
'ree for the followin' statements on ,ry ran%s P
S+7+:9+S+&'98
78&A8& N+&7 D,678&
S+&'98
4,678&
Oality of ,ry bran%s are
more sperior then others
Jale %eri;e from lry bran%s
is more then others
Ser;ices pro;i%e% by lry
bran%s is better then others
,ry bran%s are prefer by hi'h
income 'rops
8. ccor%in' to yo which 'e 'rop is most intereste% in byin' ,ry pro%cts=
18:24QQ 25:34QQ
35:44QQ 45:54QQ 55 or o;erQQ
9. oes prchase of ,ry is %irectly relate% to income le;el=
esQQQQ oQQQQ
10. $ho are the potential tar'et cstomers of lry 'oo%s who 'enerally ha;e income bracket of=
Fonthly Salary<
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s.20& 000:s.29& 999QQ s.30& 000:s.39& 999QQ
s.40& 000:s.49& 999QQ s.50& 000:s.59& 999QQ
s.60& 000 or moreQQ
11. $hy %oes one person prchase a ,ry ran%=
OalityQQQQQ /lant ;aleQQQQQ
!ntereste% in artQQQQQ +clsi;ityQQQQQ
12. ank the followin' Socio +conomic factors which affect the ,ry market=
Bhan'e in lifestyle Dlike hosehol% patternsE QQQQQ
etail boomQQQQQQ
$orkin' womenQQQQQQ
ise in li;in' stan%ar%sQQQQQQ
13. o yo still 'o abroa% to shop for ,ry pro%cts=
esQQQQ
oQQQQ
14. o sale of lifestyle pro%cts only restricte% to Fetros=
esQQQQ
oQQQQ
15. $hat are the problems becase of which lry bran%s are not able to take a fli'ht in !n%ia=
Bonser;ati;e (hinkin' QQQQQQ *i'h entalsQQQQQQ
,ack of r'aniCe% etailin'QQQQQQ *i'h (aationQQQQQQ
16. ,ry bran%s 'enerally fall into the trap of iscontin' %e to fewer Sales=
esQQQQ
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o QQQQ
17. o Bhinese Bonterfeit pro%cts hamper the ,ry ran%s in !n%ia=
es QQQQ
o QQQQQ
!f& es how QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
18. $hat shol% !nternational ,ry ran%s %o to woo !n%ian consmers=
Sensory -ratificationQQQQQ $or% of FothQQQQQ
Belebrity +n%orsementQQQQQ "blic elationsQQQQQ
ame< QQQQQQQQQQQQQQQQQQQQ
-en%er< FaleQQQ /emaleQQQQ
Stats< Farrie%QQ Sin'leQQQQQ
'e< 18:24QQ 25:34QQ 35:44QQ 45:54QQ 55 or o;erQQ
ccpation< St%entQQ Self +mploye%QQ Ser;iceQQ
Fonthly Salary<
s.20& 000:s.29& 999QQ s.30& 000:s.39& 999QQ
s.40& 000:s.49& 999QQ s.50& 000:s.59& 999QQ
s.60& 000 or moreQQ
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BIBLIOGRAPHY!
1. esearch Fetho%olo'y& Fetho%s an% techni?es DSecon% +%itionE y B. . Kothari
Dew 'e !nternational "blishersE
2. rticles relate% to ,ry bran%s& bran% awareness an% bran% perception thro'h )ran%
Fana'ement by Kaphler
3. -athere% information re'ar%in' economic con%itions of !n%ia thro'h $$$.
$ikipe%ia.com
4. $$$. !n%ianbran%e?ityfon%ation.com
72
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5. -athere% secon%ary %ata of *!Gs from $$$.%spmerrilllynch.com an% $$$.
Bap'emini.com
6. $$$. +conomictimes.com
7. -athere% information re'ar%in' lry consmption patterns by *!Gs thro'h
$$$.hin%bsinessline.com
8. ea% articles relate% to ,ry etailin' in !n%ia thro'h $$$. Bre%itsssie.com.
9. rticles relate% to %ifferent factors affectin' sale of lry bran%s thro'h $$$.
Fana'ementpara%ise.com.
MAGAJINE!
1. -rni'& I. an% (. *nt. D1984E. 3anaging Pu$lic 6elations. ew ork< *olt& inehart
an% $inston.
2. /orbes. Farket Scan P Jo'e !n%ia ,anches September 2007.
3. (he ew ork (imes< Jo'eGs /ashion "hotos Spark ebate in !n%ia& *eather
(immons ' 31& 08.
4. Jo'e !n%ia< 'st 2008 !sse& a%;ertisin' a rberry mbrella.
5. Jo'e !n%ia< 'st 2008 !sses& a%;ertisin' a /en%i bib.
$OURNAL BOOKS!
)1 (he ,ry ran% Strate'y Bhallen'e& -est +%itorial& Journal of Brand Manag!nt
"#$$%& '( & 287‐289.oi< 10.1057Abm.2008.53.
73
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7. ar%han& . D2003E. ptrin' "blic elations Fetanarrati;es< (he +ample of !n%ia.
) Journal of Pu)li*Rlations Rsar*h”& 15D3E< p. 236.
8. *an%book< obert ,. *eath De%itorE o;et 1994 Bo'et, 7" 899-:" Pu$lic 6elations in
India Gro%ing ;x(onential" Pu$lic 6elations <ournal, #) 8=:> 9, -"
51 (he ,ry ran% Strate'y Bhallen'e& -est +%itorial& Journal of Brand Manag!nt
D2009E 16& 287‐289. oi<10.1057Abm.2008.53.
('1The ?all 7treet <ournal ecember 6& 2010< Seekin' !n%iaGs Sper ‐$ealthy.
11. K< esai& . 8 1999 :" !n%ian siness Bltre< n !nsi%erNs -i%e"
NE=S-PAPER BLOG<
(1 +:paper& (he /inancial +press< Rhttp<AAwww.financialepress.comAnewsAlry:bran%s:
from:s:erope:make:beeline:for:in%iaA566233
2. +:paper& (he !n%ian +press<Rhttp<AAwww.epressin%ia.com