Scribd-Lingerie Consumer Behavior

Consumer Behaviour towards Purchase of Lingerie

Problem Statement When it comes to purchasing lingerie, the decision for each consumer is extremely personal and unique. Due this reason, it is a challenging task for lingerie companies to segregate their consumers into segments. Through a combination of quantitative and qualitative research, this study proposes to identify influencers that affect the purchasing decisions of consumers buying lingerie.

Understanding Women Preferences: Preferred Style of Bra: In the light of exploratory research conducted for women’s preferences, it was found that preferences for the same person changed depending on the utility to be fulfilled by the purchase. Thus this was a multiple check box styled question that highlights overall majority of preferences.

Given the above choices in which multiple options could be chosen, majority of women purchase padded bras followed by basic styled bra purchased for every day usage. Preferred style of panties: To understand women preferences in buying panties, the women were allowed to choose more than one option depending on their utility aspect of the same.

Given the choices, majority of women preferred basic and low waist styled panties.

Lingerie meaning: In order to understand what perception women have towards lingerie in general, a question was framed in which the women have to choose one option displaying their understanding.

Majority of the women buy lingerie for the functional uses it fulfills. These uses included support, comfort and hygiene. The second highest number of responses was recorded for appeal, which translates into women feeling good about themselves by wearing different styles of lingerie. Expenditure: The amount of money that women are ready to spend on their purchase of lingerie has also been recorded. These figures give us an idea about the price sensitivity of women towards lingerie purchase.

Majority of women are willing to spend in the range of Rs. 300 to 600 on their purchase of lingerie followed by another group willing to spend Rs. 600-1000.

Salesperson gender: To ascertain whether sales person’s gender impacts women lingerie buying, a yes / no question was asked.

The numbers were found to be very near with 53 % women responding as yes as while 47% said no. However, this response clearly states that almost half the women get conscious of the salesperson gender.

Time spent by women: Understanding the amount of time spent by women on purchasing lingerie gives us an understanding of the value associated by women on purchasing lingerie.

Majority of women said that they spend 15 – 30 min during a usual lingerie purchase followed by women who take from half an hour to one hour to make the same purchase.

When asked about the level of importance of the following attributes-Comfort, Brand, Style, Price and Utility , it was found that comfort was the undisputedly the most important factor among all, followed by the brand of lingerie showing an influence of brand behind the purchase process. In addition to this, price and style plays a supporting factor behind the purchase with equal weightage

Comfort Brand Style Price Utility 87% 33% 16% 18% 29% When asked about the choice of fabric-Cotton, Polyster, Lace, Chiffon and Nylon , it was found that Cotton was the undisputedly the most preferred fabric among all, followed by lace . Cotton Polyester Lace Chiffon Nylon 87% 27% 53% 33% 16% Among the factors affecting purchase of lingerie for women, Brand again scores the most whereas Store layout and aesthetics complements further Sales Store layout & Persons skill Aesthetics Advertisements Brands 42% 56% 47%

73%

Among the Preferred choice of patterns in the lingerie, solid and floral pattern scores the most.

Solid Floral Polka Dots Animal Print Lacey 69% 60% 47% 18% 47%

Understanding Men Preferences: Men also play a major role in the sales of lingerie either for gifting them or for assisting women in making a choice. Several questions were directed to men to understand their perception towards lingerie purchases. Role in buying lingerie: Men were asked about their any previous role in buying lingerie. This question reveals that majority of men bought it for gifting purpose.

Buying as a gift: Men were asked whether they would like give lingerie as a gift to women. This question reveals the association of lingerie with intimacy shared by couples.

Majority of the men said that they will prefer buying lingerie as a gift. Purpose behind gifting lingerie: As lingerie as a gift contains some intimacy in itself, hence the major reason for gifting was also enquired.

Majority of the men gift it for the purpose of visual appeal. This relates to the sensual aspect of lingerie and how men perceive it to be an intimate object for the couple. Consciousness in men: Since lingerie is an entity which is used by women and is considered to be purchased by women from an orthodox mindset, men tend to have inhibitions during purchasing lingerie. This questions contains options leading to men becoming more conscious while making the purchase.

Men were allowed to choose more than one option as several factors contributed to their overall mental state. Highest number of men found it awkward to purchase lingerie when women were present in the store and equal number of men felt shyness as a reason for making them conscious about purchasing lingerie. Mode of buying:

Since men tend to become conscious of their surrounding while purchasing lingerie, hence the mode of buying will be severely impacted.

Majority of men prefer to buy it from online stores followed men who prefer to buy it from shopping malls. Expenditure: Since men will be using the product for gifting it to others, the prices sensitivity of the product can be ascertained by asking them about the maximum they would like to spend on lingerie purchase.

Highest number of men reported that they are willing to spend above Rs.1000 (47%) for purchasing lingerie while the second highest majority is willing to spend between Rs.600 – 1000. This clearly indicates that men are not very price sensitive as they will be using it as gift. The sacredness associated with gift items plays an important role here and hence the expenditures are higher in case of men.

Among the factors affecting purchase of lingerie for men, Brand again scores the most whereas Store layout and aesthetics complements further sales person's skills

store layout 45%

Advt 75%

brands 71%

81%

FOCUS GROUP DISCUSSION (MEN) The discussion was designed to gather information from the participants in regard to the following outcomes: How important is Lingerie for a Woman? Have you ever assisted in lingerie shopping with your partner?? Source of Brand Awareness of Lingerie Consciousness/Awareness while making a purchase Preferred mode of Advertisement for lingerie Assistance by sales Representative during the purchase Cost Factors behind the purchase of lingerie

PARTICIPANT DEMOGRAPHICS: Eight participants took part in the discussion:   

All participants were in the age group of 24-28 2 participants were from East India, 4 participants were from North India and 2 participants were from West India 2 participants were from Tier 1 cities and 6 participants were from Tier 2 cities

PARTICIPANTS PERSPECTIVES How important is Lingerie for a Woman?   

Clothes which are very visually appealing so a specific type of lingerie is required for that Also, on special occasions like marriages, valentines day a particular choice of lingerie is preferred and hence it is very important for a woman For occasions like anniversary, lingerie can be a good choice for a gift however it doesn’t rank above other popular choice of gifts like jewellery etc



 

Apart from compatibility of a set of lingerie with the dress that a woman dons, it is important for her to be comfortable with the people around and the people should also accept it with equanimity. For a woman, lingerie helps in arousing the sexual desire in her partner, and hence helps in a very healthy romantic life It is very important for a couple to lead a healthy sex life and for the same purpose for a guy, buying a lingerie is an expression of that intimacy that will hold the relationship longer.

Have you ever assisted in lingerie shopping with your partner??   

Colour and style will be the attributes in assistance if the size of lingerie for the partneris very much in doubt Material also plays a major role as the feel concept in lingerie is a vital factor In assisted shopping, the guys always look for the favourite colour of the partner

Source of Brand Awareness of Lingerie:   

Enamor, Victoria Secret ,Lovable are the popular brands discussed The awareness comes through advertisements , magazines and e commerce where one gets a lot of exposure to new brands Ads like Jockey relates to fun, whereas Brands like Victoria Secrets connects to Premium segment and also accommodates factors of intimacy

Consciousness/Awareness while making a purchase:  



Discomfort lies even in purchasing women dress and the trouble gets magnified when a guy goes to a lingerie section Consciousness also includes the kind of company one is with during the purchase. In normal cases of buying dresses , if parents are accompanying a guy, he has to be very much be aware about his field of vision as the stores also have mannequins don with lingerie and guys have to be particular in avoiding getting observed in the proximity of such visual merchandizing enablers The level of embarrassment also depends on the city .In metros, the practice of guys visiting ladies boutique is accepted with equanimity however the same may not be true for non metro cities and hence consciousness level increases in such locations

Preferred mode of Advertisement for lingerie 



Print Media (Magazines ) is a good source of advertisement as the observer has good time to reflect upon the value proposition the product is trying to offer .However the limitation of providing all the technicalities stands undisputed Bill board advertisements is also a good source .However it is very evident that the ad will have majority of portion covered with image and less of textual information and possibility of effect of the image as an advertisement will decrease and it might just serve as a visual delight only



Online portals(E commerce ) is a good opportunity to see the gamut of products available .IT gives more time to compare the attributes and also gives a chance to compare the prices as well

Assistance by sales Representative during the purchase 

 

When purchase is done for the first time, assistance is required from the sales representatives (female) as they can guide well on factors of comfort and fittings. However there would be a difference in communication with the representative depending on the location (conglomerate retail like Big Bazaar Vs. exclusive boutique of Victoria Secret) When purchase is done on regular basis, then assistance will not be required as the preference will be predefined Online shopping always scores above retail shopping as it helps in price assistance, timing flexibility and the possibility of consciousness is completely eliminated.

Cost:   

As gifting will not be on a regular basis, it’s worth to spend a little more on lingerie. However when the purchase is for regular usage, price factor comes into the picture as the quantity of purchase will be more Online Shopping also gives an option to avail discounts and in both the cases, it’s a delight in the purchase process.

Factors behind the purchase of lingerie 



When the purchase is done for gifting on an occasion, the visual appeal is a predominating factor behind the purchasing as it will help in arousing the sexual desires making the occasion special a step further. However, the fact that since it is a body wear, the comfort and fitting attributes cannot be ignored as problems of fitting and comfort will spoil the joy of gifting of the product and the underlying desires of intimacy will end in a catastrophic failure, on the occasion and for the future perhaps.

FOCUS GROUP DISCUSSION (GIRLS) The discussion was designed to gather information from the participants in regard to the following outcomes: 1. 2. 3. 4. 5. 6. 7. 8.

To understand the features or characteristics considered during lingerie purchase To find out the preferred brands and the reason for preference of specific brands To understand the factors of influence towards a particular brand To understand levels of discomfort towards males salespersons To find out if pricing affects buying behaviour To understand online buying behaviour and role of ecommerce in lingerie purchase To understand views about premium lingerie brands such as Victoria’s Secret and La Senza To find out levels of comfort with partners buying lingerie

9. To find out the best channels for brands to reach consumers Participant Demographics Eight participants took part in the discussion:    

All participants were in the age group of 24-28 3 participants were from East India, 3 participants were from North India and 2 participants were from West India 2 participants were from Tier 1 cities and 6 participants were from Tier 2 cities 1 participant is married, 2 participants are in a relationship, 5 participants are single

Participants Perspectives Outcome 1: To understand the features or characteristics considered during lingerie purchase What are the factors or characteristics one considers during lingerie purchase? All participants rated size as the primary factor considered during lingerie purchase. 4 out of 8 participants mentioned colour as an important decision making factor. 3 out of 8 participants gave very high importance to comfort. 2 out of 8 participants gave importance to fabric while considering lingerie purchase. Two participants mentioned they are very loyal to specific brands and experiment within the brand for colour and fabric. The following are the primary features considered during lingerie purchase:      

Size Comfort Fabric Purpose Brand Aesthetic Sense

Most participants also mentioned that the lingerie purpose is also considered. For example: Sports bra for sporting activities, Strapless bras and thongs for specific dresses. Outcome 2: To find out the preferred brands and the reason for preference of specific brands What are the brands worn, preferred, bought and why? The brands and reasons which influenced the participants for a repeat purchase were:  

Bodycare : The participant said fit was very important and this brand satisfies that criteria Teenager Bra : The participant gives a very high weightage to material and this brand offers lingerie of comfortable cotton which is ideal for Indian summers. This brand also provides a very good fir which is a must have for all.





 

Triumph: Showrooms of this brand has attracted the participants. The trial rooms are a delight and store layouts are very attractive. Most participants are brand loyalists and swear by this brand due to their excellent fit Enamor: Participants said that visual merchandising in their showrooms are very appealing. Trial rooms are spacious and well lit. Most participants also mentioned that the fit and comfort level of the brand is very high Marks & Spencer: Participants mentioned that they are brand loyalists as the comfort factor of this brand is very high. Jockey : Participants mentioned that this brand is easily available which offers a variety of fits and colours

From the discussion, it can be said that most people give a very high preference to store ambience, visual merchandising, comfort and fit of the brand. These factors attract the customers for repeat purchase and most customers remain loyal to their respective brand. Outcome 3: To understand the factors of influence towards a particular brand What influences one towards a brand? All participants said that word of mouth and recommendations influence them most towards a particular brand. They also mentioned that their mothers are their initial influence towards a particular brand. Participants discussed that salesperson persuasion is an important factor that does influence buying behaviour. Also, participants agreed that trials affect their purchase decisions very highly. Participants also discussed that fashion magazine displays does attract them towards a brand or a style. Outcome 4: To understand levels of discomfort towards male salespersons As lingerie is a necessity, has one overcome the apprehension towards male salespersons? The participants had varied experience and inputs for this question. Some of the discussions carried out were: 

 

7 out of 8 participants felt that there was discomfort and apprehension during the first purchase from a male salesperson. However, with time they feel that they have overcome this feeling of discomfort. 1 participant mentioned that although we are in the 21st century, she still feels a level of hesitation while disclosing details such as size to a male salesperson Small Stores: Most participants said that small stores were primarily handled by male salespersons. They have never felt a level discomfort enquiring or buying lingerie from them. Big Showrooms: Most participants say that big showrooms don’t have salesperson or female salespersons are present and all products are on display for trial. One of the stores discussed was Marks & Spencers. One participant had a negative experience where a male salesperson was shy and hesitant while answering questions in a big store.

Most participants were hesitant during their first purchase of lingerie from a male salesperson as disclosing details such as size was a deterrent. However, after years of purchase most were comfortable buying lingerie from male salesperson. This factor wasn’t hindrance for their buy.

Outcome 5: To find out if pricing affects buying behaviour Does pricing affect purchasing behaviour? What are one’s views on lingerie pricing? The participants said that they tended to overlook price as factors such as fit and comfort played an important role in their buying decision. Some of the insights of the participants were: 

  

Participants associated different brands with various pricing levels. Most lingerie purchases are repeated purchases, so there is always prior knowledge regarding pricing. Due to brand loyalty, pricing is overlooked. Comfort is a primary concern and participants felt that discomfort at low prices wasn’t an opportunity cost that they were willing to spend on. 1 participant felt that only fancy lingerie is very expensive 1 participant felt that online discounts does lure them towards a buy, but unless they are assured about the brand and fit, the discounts don’t play a major role

Outcome 6: To understand online buying behaviour and role of ecommerce in lingerie purchase What is one’s attitude towards online shopping for lingerie? All participants agreed that they don’t prefer buying a brand unless they have tried it. If it is a previously purchased brand and style, they may buy it online. However, most participants said that they still wouldn’t prefer a buy without a trial. In this case, discounts and offers are also not attractive. Some participants say they know of people who try the brand in stores and maybe order it online in case of online sites are offering lucrative discounts and offers. When they were asked about if they would order new brands online, it was a negative response from all as they all agreed that without trials and feel of the material, they cannot make a purchase. Online purchase is not a very popular medium in India yet, as customers still give high importance to trials before a purchase in case of bras. Discounts, offers or ease of transaction doesn’t attract them. Outcome 7: To understand views about premium lingerie brands such as Victoria’s Secret and La Senza What are one’s views about premium brands such as La Senza and Victoria’s Secret? Are they only one time buy for occasions such as honeymoons or are they everyday use as well? Participants feel that their perception about brands such as Victoria’s Secret and La Senza is that they are meant for special occasions and very expensive. For the above mentioned brands, because of the price range and brand projection, considerable amount of thought would go into the purchase of one. Hence, they prefer not to buy such brands for everyday use. Also, it was a common perception amongst all that since they are for fashionable purpose, the comfort factor would be low. Most participants claim to have bought brands such as La Senza, but never have worn it. The brand perception of premium brands is related to fashion and special occasion use which hinder customers from buying the same, as they can’t associate an “everyday” use factor with it. People may buy it for a collection purpose but not for daily wear. Outcome 8: To find out levels of comfort with partners buying lingerie

What are one’s opinions of their partners buying lingerie as a gift? All participants related a sense of intimacy with their partners buying lingerie for them. They felt that factors such as levels of comfort, openness and haring played a very important role for this purchase. Most participants felt that it’s a grey are for most men and they may not be capable of a buy. One participant even suggested that she would like to assist her partner in buying lingerie for her. Common perception about men is that they don’t have sufficient knowledge about lingerie and won’t be able to buy it for their partners. Although, most girls would love such a gift, a sense of apprehension underlies regarding levels of intimacy, openness and capability. Outcome 9: To find out the best channels for brands to reach consumers What are the best mediums for brands to reach you? Most participants agreed that the communication channel chosen depends on the target customers. Premium brands should focus on fashion shows involving the Bollywood and make it a red carpet event. But other brands can reach their customers through visual merchandising, hoardings and fashion magazines. One participant mentioned that most customers are swayed by salesperson persuasion and this comes from brands which give higher margins to retailers. So, brands should focus on good relationships with their retailers. Also, an interesting input from another participant was brand catalogues which could be present in stores. Most participants felt that the experience of lingerie purchase should be enhanced and that a focus on personal touch will always work in their favour. Most brands seem to have adopted the perfect medium of communication to their end consumers. A focus on in store experience and fashion shows for premium brands are a few new mediums that were discussed.

In-Depth Interview 6 candidates - 3 males, 3 females. In-depth interview analysis – Important Facts  Quality of the product stands out as the most important attribute while making a purchase  Pricing is not a very important factor, as most candidates believe comfort is paramount and it is okay to pay more if you are getting more  Comfort, quality, colours, make of the lingerie and aesthetics emerged as the key influencers while purchasing lingerie  Most people tend to reflect brand loyalty for regular day-to-day lingerie. For something more lavish and fancy, they are willing to experiment  While gifting, candidates prefer buying something more fancy and are willing to splurge if required

 Online retail is preferred when the customer is going for a repeat purchase. Where a new product is being tried, a brick and mortar store still wins  Similarly, online retailing discounts greatly affect purchases in case of repeat buys  Most girls don’t feel uncomfortable while purchasing lingerie, irrespective of whether it is a salesman or a saleswoman they are dealing with  Men, however, still continue to feel a little shy as they feel the society in general is judgemental when it comes to an issue such as this  Candidates are fast beginning to prefer social media advertising  Only 2 out of the 6 candidates have ever purchased lingerie online. However, the other 4 stated that they would be very open to purchasing lingerie online in the near future Unique facts discovered  Some customers maybe very experimental while making a purchase, while most others are usually repeat buyers  Most often, men would consider comfort to be a very important factor. However, on special occasions, aesthetics wins over comfort Preference for attributes Each candidate was given a list of 5 attributes and asked to rate in order of preference. The attributes are as follows –      

Quality Price Colour Comfort Fit/Style Aesthetics

The following chart represents the average importance customers give to each attribute while purchasing lingerie.

Importance of each attribute 6 5 4 3 2 1 0 Quality

Price

Colour

Comfort

Style

Aesthetics

Brand

Attribute

As per our findings, comfort is the most important attribute customers look for while purchasing lingerie, followed by quality of the product. Colour and style of the lingerie are the least important factors.

In-depth analysis - Candidates 1. Consumer profile – Female, 27, MBA student, Hails from Lucknow  Preference for attributes – Comfort, quality, brand, colour and price  Willing to experiment with brands  Has purchased lingerie online – positive feedback  Ready to spend substantially on lingerie  Aesthetics are important because it has a high degree of feel-good factor attached to it  Prefers TV advertisements, followed by Social Media advertising  Still feels uncomfortable when purchasing lingerie from salesman in smaller shops

2. Consumer profile – Male, 25, MBA student, Hails from Mumbai  Preference for attributes – Comfort, aesthetics, quality, brand, price  Believes in spending lavishly – as such products are gifted only on special occasions  Never tried purchasing product online – Would feel hesitant about doing so  Confident about purchasing the product by himself, without assistance from anyone  Feels comfortable about going to a store to purchase lingerie  Most preferred media of advertising – Social Media  On special occasions, it is okay to forego a certain degree of comfort for the sake of aesthetics 3. Consumer profile – Female, 24, Working woman, Lives in Kolkata  Preference for attributes – Brand, comfort, quality, aesthetics, colour  Very brand conscious – Purchases only International brands  Price is the least important factor – almost irrelevant while purchasing lingerie  Very confident personality – Sure about what she wants  Would never make a purchase online – Lingerie always has to be seen and felt to be sure it’s right!  Preferred mode of advertising – Social Media  Usually likes light colours for daily wear. Experimental when purchasing for special occasions  Would be loved to be gifted lingerie by her partner 4. Consumer profile – Male, 27, Working, Lives in Delhi  Preference for attributes – Comfort, Brand, Quality, Aesthetics, Price  Has purchased lingerie on 2 occasions  Very informed and conscious consumer  When it comes to the purchase of lingerie, believes that comfort is paramount

 Will only purchase a known and reliable brand – A good brand guarantees comfort and quality  Good lingerie can be a mood elevator  Not comfortable about making purchases online  Preferred mode of advertising – Magazines, followed by Social Media

5. Consumer profile – Female, 20, Studying, Lives in Bengaluru  Preference for attributes – Comfort, Price, Quality, Brand  Comfort is paramount as it is a daily usage product  Price conscious – Does not spend lavishly on lingerie. Willing to purchase a lower brand if price is cheaper  Feels a sense of discomfort when goes to purchase lingerie alone – Would prefer to be accompanied by friends, siblings, mother, etc  Has made an online purchase once – Not very satisfies. Would prefer to buy from a brick and mortar store in the future  Preferred mode of advertising – Social Media

6. Consumer profile – Male, 25, Working, Lives in Guwahati  Preference for attributes – Aesthetics, Comfort, Quality, Price  Price is not a very important factor  Has never purchased lingirie  Would feel very uncomfortable about purchasing it publicly in a store.  Shy about talking about the topic  Preferred mode of advertising – Maybe magazines. Believes it is a personal product and should not be advertised very publicly.

CONCLUSION: We observe that among women, where brand and comfort are key buying factor in case of lingerie, the purchase is generally at stores and boutique.In case of men, the purchase is mostly for gifting purpose and yet fighting against the public embarrassment at boutique and standalone stores, they opt for online purchase.