Identification of consumer shopping expectation, gap analysis and brand study: Aditya Birla Group

Abstract

One of the popular brands of Madura Gannents, Peter England, one of India's most trusted brand is planning to expand its wings. Peter England is expanding its portfolio of products and enter the women's and kid's segment. The gannent industry as such is evolving and in an interesting phase. This rapidly growing industry is currently focusing on retail fonnats where the prospects of future is great. Considering these happenings in mind and the fact that Peter England is an established and mature brand in the market, it is appropriate time to look into expansion of its product portfolio. Peter England is looking further into the market potential and planning to get beyond its products. With exclusive retail outlets in place, its plans to cater the family segment. By planning to enter into a family segment, PEEX should not be another family store. It must offer its customers what other players in the market is missing; it must offer a unique expenence to its customers. The vision of PEEX is to provides a unique up-market experience of international standards at an amazingly affordable prices. One of the first activities is to do a market research to find out the current players in the market. There is also a need to identify the customer expectations of these stores and their unmet demands. This requirement was then fonned into sequence of surveys that were carried over a period of two months in various cities.