MARKET RESEARCH

Proposal – 1

Product Category – Women Handbags

SUBMITTED TO

Dr. M. R. SURESH

SUBMITTED BY

GROUP 4 SECTION A

Akanksha Gupta 20004

Anvith C 20009

Devisetty Surya Praveen 20016

Hrudhay Narayan 20022

Lohit R Patil 20027

Chaithanya Janardhanan Kalikkote 20032

SUBMITTED ON: 15-03-2021

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 Table of Contents
Introduction to the company...................................................................................................1
Research Purpose.....................................................................................................................2
Research Problem....................................................................................................................2
Research Objectives.................................................................................................................2
Secondary Research.................................................................................................................3
Decision Making Context........................................................................................................3
Research Design........................................................................................................................3
Approach:...............................................................................................................................3
Type of research:...................................................................................................................3
Research Respondents..........................................................................................................4
Sampling....................................................................................................................................4
Dummy Tables..........................................................................................................................4

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 INDIAN HANDBAG MARKET FOR WOMEN
The changing roles of women in Indian society and the rise of urbanisation signalled the
handbag market in India has witnessed an evolution. The fashion accessory has gone from being
a mere necessity to being a way of life. So much so that today they are going out more often and
there is a demand for a bag for each occasion.
The women handbags market in India is estimated at Rs 2,000 crore and is projected to grow at
about 15 per cent annually in the next five years. It is expected that the market will grow due to
the rise of the middle-income group and increasing literacy rates. There is also increasing
fashion consciousness and aspiration levels, and growing influx of foreign brands. Most of the
market (about 70 per cent) belongs to unbranded products, including local or regional brands.
However, going forward the growth rate of the branded segment is estimated to be much higher
(about 25 per cent) than the overall market.

Introduction to the company

Name of The Company: ETHER HANDBAGS LTD.

Our Story: As an Indian brand we acquire the distinct touch that allows us to stand out. We
believe in contributing to the constantly growing economy. Through local manufacturing and
distributing internationally, we take an oath to accelerate India's growth story. We deliver
quality bags that are made of cruelty-free material. This sense of awareness capacitated us to
lead a clean process which received the PETA award.

Market features: Durable- The handbags should be durable and protect all items. It may
damage our important articles and accessories if our handbag is not durable. All bags must be
very durable. It is important. It lasts for many years when we buy durable handbags. These bags
will not have to be replaced.

Variety- Some people like black bags and some like colors. Handbags have many
colors. The colors are varied. There is a range of colors to say the handbags should offer.

Resistant- Handbags should be resistant. Some handbags get dirty as they are
susceptible to molds and fungus. They can also harm your items.

Eco-friendly- Many trendy items have a bad reputation as environmentally harmful. An

authentic leather handbag would be environmentally friendly. As we know, leather is a
natural substance, and it is not processed with chemical products. Consequently, during
production, no contaminants are released into the atmosphere.

Quality- Some women try to save money for months or years, because they trust the
quality of certain marks, to provide a particular brand. A bag's quality lies in the skills of
the hardware, internal lining, and seams. Women think they wear quality bags with their
shadows.

Comfort- The bags are meant to give users comfort. Soot and light bags can give your
hand or shoulders a little comfort. A handbag may give your shoulders a negative toll.
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 The bag is comfortable if there is padding in the bag. If you paddle on both sides, your
items will be stowed, and you will be relaxed. So, we can say that comfort is another
important element in the stylish handbag.

Working definition of the product: Technical and industry- Women's handbags are either
brisk or stylistic fashion statements. Women can easily carry her important personal properties
together with her by using these stylish bags. They can easily preserve their pharmaceutical
products, wallets, cosmetics and many others they need daily.

Dictionary- A small bag used by a woman to carry everyday personal items.

Research Purpose
Handbags are an integral part of modern women's lives. Customers can choose from a wide range
of trendy handbags available on the market these days. Women's handbags are a fashion
statement that can either make or break a look. Women can comfortably hold their essential
personal belongings in these fashionable bags.
Bags are where women keep their various belongings such as their phones, keys, money, and so
on. Handbags, both luxurious and designer, are shopping pieces that women can't seem to resist.
When it comes to style and fashion, women are always looking for new ways to make themselves
look their best. Even though these designer handbags are very pricey, women are always
searching for a handbag that will make them stand out.

Research Problem
Our research problem is to identify factors that attract consumers in purchasing new luxury
handbag in India. Every country has its own unique market behaviour, hence it is important for
to research on the consumer behaviour of Indian market.

Research Objectives
Our research objectives are classified by the 4Ps – Product, Price, Place and Promotion, of the
marketing mix to collect responses holistically. This will further help us to have an in-depth
understanding of luxury handbags from the survey responses.

Research objective 1 (Demographics) – To identify potential consumers of handbag in India.

Research objective 2 (Price) – To identify the effect of pricing and product qualities on
perception of brand value.

This will allow to set a realistic price for the products in accordance with the product quality.

Research objective 3 (Product) – To find out what kind product design and quality that will
attract consumers.

This will allow to understand consumers expectations of the product features.

Research objective 4 (Place) - To study the effect of brand exclusivity related to boutiques.

This will show where the distribution channels of the products should be placed.

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Research objective 5 (Promotion) – To evaluate the effectiveness of different marketing
strategies.

This will allow to identify the different marketing channels and strategies that will best attract
consumers in India.

Secondary Research
Luxury brands are expressed by brand exclusivity and brand premiums. Consumers distinguish
brands to be more exclusive and premium by how scarce it is. Another factor that prompts
consumers to indulge in luxury brands is Social Identification. In most circumstances,
superiority in quality and price makes a product a luxury.

Decision Making Context

Identify the Decision: The company should decide that how product is been placed into the
market in what category it would mainly focus. Where it would position in terms of costing and
make decision in term of age group.
Gather Relevant Information: Nowadays handbags are an investment in style and personality
aspects, and they do not want to make wrong decision. They even while purchasing the
customer extensive amount of research prior to purchasing the handbags through online
research, websites, magazines and even retail stores.
Identify the Alternatives: The company should possible not only focus on one channel for
marketing the handbags. It should make some newly added extra features to the existing brands
in the market. The handbag market is more into consider as luxury segment product.
Weigh the Evidence: As our company have positioned the product into a being more stylish
with environmentally friendly. Which is more into sustainable towards fashions that will be new
to the market. The product will also be more pocket friendly with high value for money product.
Choose Among Alternatives: The product should match the goals & objectives on the
company. Product strength is its stylish approach with environmentally friendly towards
sustainability. There is high demand in the market for the product due to its new character that
are not provided by its competitors & the product able to be more efficiently and effectively in a
long run.
Take Action: Once the company have made the decision, it should act on it. Develop a plan to
make your decision tangible and achievable. Develop a project plan related to company
decision.
Review Your Decision: After a predetermined amount of time which you defined in step one of
the decision-making processes take an honest look back at your decision. Did you solve the
problem? Did you answer the question? Did you meet your goals? If so, take note of what
worked for future reference. If not, learn from your mistakes as you begin the decision-making
process again.

Research Design
Approach: A qualitative method and quantitative method will be employed. Both methods aim
to probe the type of handbag, difficulties faced in using handbags, kind of handbags used, and
whether they are looking for the new models etc.

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Type of research: Exploratory research is an important part of any marketing or business
strategy. The exploratory market research attempts to discover general information about a topic
that is not well understood by the marketer. It is most used for defining issues, areas of potential
growth and to prioritize the area that is required statistical research. The steps include,
identifying the problem, creating the hypothesis, and further research. And the methods include,
surveys/polls, focus groups.

Research Respondents
1. Existing Users
2. Housewives
3. College Students
4. Public/private sector women employees

Sampling
Sample size: 100

Define the sample population: What type of contact options are you using?

The proposal will have the groups with following profiles: Brand Buyers, Street Shoppers,
Retail outlet buyers, Age group, Working/Non-Working

Research Boundary: The research boundary which we have fixed comprises of some of the
areas which fall under the Mysore City Corporation limits. The research participants belong to
the middle- and high-income group.

Dummy Tables
1. Please enter your name
Ans: XXX

2. Age group?

18-25
25-30
30-35
35-40
40 and above

3. Do you currently have a handbag? (If yes, go to question 5)

Yes No

4. Do you wish to purchase one?

Yes No

5. Brand of the current handbag?

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Ans: Caprese

6. What is the cost of your handbag?

500-1000
1000-1500
1500-2000
200-2500
2500-3000
3000 and above

7. What type of handbag do you have?

Tote bags
Hobo bags
Crossbody
Shoulder
Satchels
Clutches
If not, please specify-

8. For what purpose do you use your handbag?

Carrying lightweights
Carrying heavy belongings
Styling purposes and appeal

9. How frequently do you use your handbag?

Once a day
Twice a day
Thrice a day
Twice a week
Once a week
Very rarely

10. What is the capacity of your handbag?

1 litre
2 litres
3 litres
More than 3 litres

11. Rank the features you feel is important for a handbag (1-most important, 7- least
important)
Color 6
Design 4
Capacity 7
Quality 1
Material 5
Brand name 3
Price 2

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12. Rate the satisfaction level of your current handbag.
Satisfactory
Average
Good
Very good
Excellent

13. Which area do you want improvement?

Ans- XXX

14. Would you like to try another brand?

Yes No

15. While buying, how did you get to know about the brand?
Newspaper
Social media
Television
Friends and relatives

16. Which type of bag do you wish to buy?

Tote bags
Hobo bags
Crossbody
Shoulder
If not, please specify-
17. Your preferred purpose?
Carrying lightweight
Carrying heavyweight
Styling and appeal

18. Your current model of preference?

Ans- XXX

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