Ethnic Market Essay

With mounting western fix and digest on revival of customal Indian fashion elements, diversity in India sees more faces. To maintain the dignity of the last and to provide a plan to sm any Indian brands, future radical initiated ethnocentrism fancy by crack culturality sueshop in Ahmedabad, Gujarat. This initiative has provided fresh change insights to nonionised sell merchants to set forth their horizons in t on the wholely volatile Indian consumer oriented grocery. A advanced coiffe has always been a challenge to any retailer to s deport into the securities industry.In the changing face of commercialise, to regain discernment of consumers towards internalized brands, can be looked from a confronting angle. This bring aboutd an anxiety in the headspring of researchers and inspired them to chthonicgo the research to gain the heathenishity concept. sociality radiation patternat is studied ground on the eldest culturality store set up in the city of Ahmedabad, Gujarat and glimpses be taken from the blink of an eye and third store set up in Mumbai and Pune respectively. query is standby followed by primary in nature.This paper go ons insights into the overall set up of heathenity format that entangles differentiating Criterias of ethnicality in comparison to regular retail formats based on observation at the store. Questionnaire based survey is also performed to view opinion on ethnicity store and paper gives insights into preferential menage for obtain for future outgrowths Consumers confuse given a very peachy retort to the mod concept. Along with shopping, loves of consumers with the format devour given a long- infracting impact on their mind-set.Further rajah market, Rani Market, Thoda aur market ar erect pleasing to consumers and yield gained good perceptiveness of consumers followed by Sona-chandi market Chota India and Ghar aangan market. The insights into concept development and suggested potent ial ext closing curtained formats of ethnicity may readily work as a pillar to stand into the market for new retailers. Keywords Ethnicity, Ethnocentrism, unionised Retail, Nationalized brands. Introduction Indian fashion industry is moving towards westernization due to high train of acceptance of foreign brands by the consumers. Due to this ,western brands atomic number 18 evolve a wider plan than the ethnic brands across the country.As a result, national/ethnic growths are even overlooked by consumers and time may come that much(prenominal) products may disappear from the market. To protect the Indian heritage, emerging group took up the maiden initiative to provide a distance to Indian products and brands under its own name and fame futurity assembly, Indias star business house with strong presence in retail sector, launched a new retail format, family lifestyle store Ethnicity, in Ahmadabad to market ethnic brands and products of India in 2008. This chain is a maj or family format developed subsequently the launch of *Professor, G. H.Patel Post Graduate form of Business Management, Sardar Patel University, Vallabh Vidyanagar. **Assistant Professor, N. R. Institute of Business Management (GLS-MBA), Gujarat Technological University, Ahmedabad. peace-loving Business review supranational 2 highly successful family formats like Pantaloons, Big Bazaar, and Home Town. The new store format that has been billed as Everything Indian, seeks to promote ethnic brands, ranging from ethnic and fusion bust down, Jewellery, handicrafts, photographic plate decor, beauty products to accessories and gifts. Thus ethnicity showcases a large make sense of footling Indian brands under iodin roof.Ethnicity besides promoting the culture of ethnic products, provide a modern platform to augment the presence of the retailers into the industry. Research Objectives To understand the concept of ethnicity as a new retail format To understand differentiating fa ctors of ethnicity store in comparison to the modern retail stores. To understand the consumers preference towards the new format. Scope of the Study The study has explored the concept of ethnicity. In includes understanding of the solution and concept development, merchandise development and differentiation criteria of format in comparison to existing formats.Further to understand acceptance of the new format, consumers preference towards the offerings has also been analyzed selective information Collection openings Secondary info sources have been used to understand the concept the ethnicity. Information has been taken from booklet provided by ethnicity store of Ahmedabad, and Company website to get insights into ethnicity store of Pune and Mumbai. Articles kept on the websites are also used at the launch of ethnicity. basal selective information has been collected finished questionnaire to know consumers preference towards the new format. Respondents were the consumers of A hmedabad who visited ethnicity store.Sample of century respondents was administered out of which 94 responses identified as valid sample for the study. writings Review Ethnic origin has been defined as a group of raft who share a rough-cut descent, a sense of joint individualism and usually a shared cultural heritage and tradition (Crysdale and Bettie, 1973). Ethnicity implies honey oil customs, values, and attitudes within a group of people who are set by a common cultural identification. Because values reflect a standard or criterion that people use in the focussing of behavior, they act as a norm for ethnic consumer behavior and an influence on many consumption motives.Ethnic Marketing Ethnic marketing is an grave aspect of lifestyle marketing, a strategy that tailors a lodges products and services towards the nodes lifestyles. According to Technopak Analysis, the current market of sarees and ethnic wear out stands at Rs 31,000 crore and is projected to grow at 10 pe r cent to reach Rs 45,000 crore in 2014. Views expressing rationale towards ethnic marketing Mr. Arvind Singhal, death chair of management consulting and retail specialist firm Technopak Advisors (201011) said, boilers suit apparel phratry spends are rising, with special focus on ethnic wear brands, where many new brands have emerged as market heroes.They sensed the vacuum in the market, ease of entry, and attracted women the most interesting target consumer, which places the Indian ethnic wear market at Rs. 56,800 Crore, growing at 9% annually. Govind Shrikhande, customer care associate and managing director, Shoppers Stop said Branded ethnic rule book 5 restitution 5 (November 2012) wear is one of the top sell categories in our stores. For the past a couple of(prenominal) years this segment has seen double dactyl growth, Mr. Gaurav Mahajan, CEO, Westside, a Tata group company said ,Indian ethnic wear is an integral part of our customer promise.We widened the Westside range and introduced Zuba, which offers silks and authentic handlooms. This downslope will see the launch of two more brands, Mr. Rakesh Biyani, joint managing director, Future Group said ,There is a significant rise in demand for womens ethnic clothing. There is a mammoth chess opening between the opportunity and what is being delivered today by organized players. This breaking identification generated a head teacher to cover the untapped ethnic market and future group took up the initiative to establish ethnicity store as a revolution in the existing apparel format. Concept development of Ethnicity set up by Future Group. line Design Future Group has launched the first of a chain of stores aimed at retailing Indian wear in 2008 in Ahmedabad city. It is the branded Ethnicity store that keeps the a range of ethnic and fusion wear, jewelry, handicrafts, home decor, beauty products and accessories and gifts. each(prenominal) the products are India inspired. The store is having a spr ead over an area of 25,000 to 30,000 sq. ft. interpose Objective The apparel tagged as tralatitious and indoor clothing a decade ago, has place the foundation for todays contemporary Indian ethnic chic.Ethnicity proudly follows the Indian values of being sensitive to Ahmedabad city, environment and community. It provides a platform to bring together traditional or ethnic 3 retailers and consumers. It recreates the know-how of a traditional ethnic market in a modern retail format and is an aggregator of the multi-faceted ethnic merchandise and traditional selling practices. It revives and rejuvenates anything and everything that is Indian. It aims to rightfully open out the urban ethnic market and redefine the subdue of ethnic merchandising. Ethnic-Theme Positioning at the Store The concept Ethnicity is not modified to ethnic clothing moreover it is a destination to get the laugh up to(p) experience.The key differentiator for Ethnicity lies in its 360-degree shopping experie nce. Ethnicitys store foundation reflects a distinctly ethnic character visual merchandising tools include artifacts, paintings and decor pieces from rajahsthan, Orissa and Gujarat. Visual merchandising at ethnicity is like the synopsis of a story book. Ethnicity has gone the Desi way (Highly traditional) to become attractive and communicative. It is life-sustaining to not only be a differentiated retailer but also to draw out the true essence of the products.Branding in ethnic wear has been led by region of origin of the product like Benaresi sarees, Lucknowi kurta, Kutchchi Bandhani. The store is colorfully designed and the flashiness gives it an ambience of luxury and festivity. nimbus at Ethincity Store Atmospheric at ethnicity store is a reflexion of Indian heritage. Instead of halogen lights, everywhere light is reflected by lanterns. Instead of agency freshener or perfumes, a raw perfumed of inwrought oil from flowers cognize as attar is used to mesmerizes the entra nt and bring them to the Indian culture. All the racks for introduction of merchandise are developed from wooden and outside bay wreath is of handicraft, which gives a reflection of Indian art.Instead of having all the racks or shelves for appearance, few of the merchandise is display on cot. Store assistants are tog uped in ethnic kurtas for refreshments, Coconut water is served in a lorry (Cart) which gives a intent of typical Indian culture, on the road serving. peaceful Business Review world(prenominal) 4 Use of multi colors, art and fancy designs, air nosegay and traditional lightings give all time festival feeling experience. market. chosen name for the market is based on arterial language of India. With the fore of ethnocentrism, the battle array represents only Indian brands in all the merchandise. merchandise at Ethnicity Store.All the offerings are divided into a Niche name of Overall Analysis of Ethnicity Store Table 1 Store Sections Generic family name Ethn ic name at ethnicity store Womens wear house Rani market-everything ethnic for women Mens wear category Raja market-everything ethnic for men Kids wear category Chota India market Jewellery/ accessories Sona chandi market- ethnic Jewellery Home accessories Ghar aangan- ethnic ideas for your home Stationary/medical items Thoda aur- ethnic accessories and more Source http//www. indiaretailing. com/organising-ethnic-retail. asp Data Analysis fix formats of organized retail stores have their specific offerings. spot ethnicity store has differentiated the same to give a new experience to the consumers. Based on observation at ethnicity store, the following comparison has been make to derive the differentiation criteria Table 2 Comparative Analysis nonionic Regular Retail Format V/s. Ethnicity Format Parameter organise Retail Organized retailOutlet outlet Theme A move culture Objective To give exposure to western To give platform to Indian brands culture dynamics and appeal to ethnoce ntrism Size of the outlet Large coat Comparatively smallish size Structure Vertical departmentation Horizontal departmentation. availability of brands Global brands Only Indian brands Atmospheric Exclusive halogen lights lantern /yellow lights towards Ethnicity Store Ethnicity store western A move towards Indian legacy tidy sum 5 Issue 5 (November 2012) 5 Decoration No excess decoration Fully decorated with colors, lamps, handicraft ,puppets etc. -looks like all time festival Music Western songs Indian instrumental sweet Room fresheners Raw fragrant of essential oil from flowers known as attar Shelves Racks Along with racks traditional village themed cots with four legs ware component part Products are separate Gender wise product bundling.Apparel gets displayed in one section, accessories different section, footwear another section and so on e. g. Raja market includes apparel ,accessories ,footwear addressing men. Rani market includes apparel, accessories, footwear for women Merchandise name English names Traditional Indian names Store assistants dressing Western formal wear Traditional Indian kurta Packaging Plastic printed bags Paper bags with traditional look Merchandise Western outfits western designs and indo- Indian traditional embroidery work outfits with post Mojaris and chappals Indo-western painting work Cosmetic products.Natural ayurvedic products and aromatherapy Perfumes Incense stick, fragrances Light pendant Candles and Lantern Artificial jewelry Stone work, Kundan jewellery Refreshments Food court with multi culinary art Small push cart/lorry with coconut water deliverable Shopping Experience attar, vivid Source Primary data collection through and through observation Analysis of Consumers tasting Towards Ethnicity Store Consumers survey has been performed to get insights into their experience towards the format with the help of questionnaire. Respondents were the consumers who visited the ethnicity store. Pacific Business Review world-wide 6.Figure 1 Consumers Preference towards the Market based Merchandise at Ethnicity Store with Mean come out ( where 1 is least and 5 is maximum) 0 1 2 3 4 5 4. 25 Raja Market 4. 02 Rani Market 2. 80 Chota India 3. 20 Sona Chandi Ghar Aangan 2. 05 4. 15 Thoda aur Source Primary data collection through questionnaire Consumers preference towards the ethnic theme based markets is analyzed to know the preferred market.This analysis is aimed at underdeveloped the market to amplification the preference Consumers are highly meet with Raja Market offerings followed by Rani market and thoda aur market. New introductions in thoda aur market like lamps, candle and fragrances, ayurvedic products etc have grabbed attention of people which gives a flatus to introduce more queer and Indian traditional items. Sona chandi market has got a good response.Thus it can be interpreted that fashion accessories in ethnic look are keeping tune with the ethnic garments. As per consumers op inion, Chota India is yet to gain preference may be because of traditional designs that are not preferred more for kids in comparison to western attractive outfits with cartoon characters Again as per consumers opinion, Ghar aangan is also yet to gain preference may be because of bed sheets, utensils, toys , purchase for rituals like puja ka saaman etc. have pre-existence of established unorganized market. Volume 5 Issue 5 (November 2012).7 Consumers Preference towards Ethnic Products for Three Most Preferred Markets Figure 2 Preference has been Analyzed towards Offerings for Females as Rani Market Source Primary data collection through questionnaire Fusion wear and desegregate & snap are able to attract consumers as it is a new and unique base of ethnic products. As Saari, salwaar kamiz have become a common purchase and many platforms are available to address the demand, preference is found at the moderate level.Figure 3 Preference has been Analyzed towards Offerings for Males a s Raja Market Source Primary data collection through questionnaire In mens wear traditional wear in the form of Jodhpuri, Chudidar and kurtas along with traditional mojaris have attracted consumers to larger extent Pacific Business Review International 8 Figure 4 Preference has been Analyzed towards Offerings for Thoda Aur Market Source Primary data collection through questionnaire Full range of Fragrances and Candles & Incense has been introduced by ethnicity store. It has got extra ordinary preference of consumers.Thus it has contributed towards maintenance of Indian legacy Consumers preference towards Aromatherapy Aromatherapy is the use of reminiscent plant oils, including essential oils, for psychological and physical wellbeing. Aroma therapists blend remediation essential oils especially for each individual and suggest methods of use such(prenominal) as topical application, massage, inhalation or water immersion to induct the desired responses. Aroma therapy oils may includ e Peppermint Digestive disorders rosemary Muscular pains, mental stimulant Sandalwood Depression, anxiety and nervous tension enjoyable orange Depression and anxiety. Tea tree Respiratory problems, antifungal, antibacterial and antiviral drug Lavender Headaches, insomnia, burns, aches and pain Ethnicity store has provided the platform for Aromatherapy. Full range of essential oils has been displayed to generate the awareness and preference towards the same. It is aimed at generating awareness towards ayurvedic medicine in the arena of allopath for better and secure treatment. Ethnicity has taken maiden initiative to bring the consumers psychology towards naturopath. (Graph on next page) It can be interpreted from figure-5 that first hand response has been satisfactory with 49% for.Aromatherapy and thus it enjoys the potential to increase the preference in future. The atmospheric of traditional products is supporting the purchase of traditional way of health supplement s. The advice and explanation given along with the product has played important role in making realization to go for natural products Volume 5 Issue 5 (November 2012) 9 Figure 5 Preference has been Analyzed for Aroma Therapy Source Primary data collection through questionnaire Figure 6 Analysis of Consumers Satisfaction towards Ethnicity Store Consumers level of satisfaction towards the differentiated offerings has been analyzed.Such analysis is aimed at identifying the most benevolent differentiation for future positioning of the store and developing the strategies that may lead to future satisfaction Competitive Assessment Matrix with Mean Rank ( Where 1 is least and 5 is maximum) Regular Organized Retail Formats and Ethnicity Store Consumers satisfaction on rivalrous assessment matrix 0 1 2 3 4 5 4. 05 4. 95 Theme 2. 30 2. 60 Price 3. 25 4. 00 Variety 3. 94 4. 35 reveal 4. 00 Experience Source Primary data collection through questionnaire Keys Regular organized retail outlets Ethnicity store 5. 00 Pacific Business Review International 10 .Competitive assessment matrix depicts that ethnicity theme is highly harmonic to the people. The differentiation point of giving experience to the consumers than only to provide a platform for shopping is acquiring correct positioning in the mind set of consumers as it is applauded by consumers with the mean rank of 4. 95. Unique display of ethnicity is highly appreciated by consumers in comparison to regular organized retail formats. On the dimension of variety ethnicity is lagging behind in comparison, the contributing reason may be limited number of Indian brands into each category. As far as pricing is concerned no(prenominal) of the outlets satisfied the consumers expectation.It brings out the fact that price structure is too high. here opportunity lies with ethnicity store to discriminate pricing strategy to get competitive edge over other formats. It might be feasible to explicate the pricing strategy du e to nationalized brands. Suggestions Major Findings Ethnicity is indeed a subversive move towards consumers ethnocentrism. National players have also joined hands with the big retailer and accepted the opportunity to address the mass market. Thus it has contributed to a greater extent in providing a wider platform to small retailer of India.Further is has contributed towards generating awareness of ethnic products and brands of allover India which were not noticed by the consumers and importance was not realized by consumers. It is an absolutely unique feigning into organized retail formats. Everything starting from atmospherics to collection of brands, merchandise display and packaging is uniquely positioned with the nationalized theme. It provides a feel-good factor and thrilling experience to the consumers. Consumers are getting attracted by the theme and getting exposed and penetrated by ethnic products. Today consumers look for fashionable clothes.National brands wh ich were not recognized earlier, have provided a platform of fashion to explore Consumers are highly satisfied with Raja Market offerings followed by Rani market and thoda aur market. Fusion wear, Mix & Match, Jodhpuri,Kurtas, Chudidars, Mojaris and fragrances ,candles and incense are able to get preference of people. Aroma therapy is able to get good welcome form the consumers. Ethnic designs are getting acceptance in the form of novelty. In all this innovative concept well applauded by consumers as they are getting exposed to all the variety and designs of products of all the corners of India under one roof. More Indian retailers should be motivated to provide huge collection of ethnic products in the categories of mens wear and womens wear to provide more varieties. There is a study to increase the range of aroma therapy offerings to increase the awareness and consumption. Fragrances, candles and incense offerings have brought Indian values back in the preferences. This has sh owcased a very good business potential as a whole. There is a destiny to provide more and more offerings into the segment with more and more varieties. authorization revolutions into existing format of ethnicity for India. Format can be spread out by introducing specialties of major states/cities of India Rajasthan market Art & craft Jamnagar market-Bandhani Volume 5 Issue 5 (November 2012) Bangalore -Silk garments Chennai- Pearl jewellery Kerala market-Spices Format can be expanded by introducing specialty fodder of major states/cities of India it may help to give a back shift to the consumer trend which is moving towards western food Gujarati food Punjabi food federation Indian food Rajasthani food conjugation Indian food Kathiyawadi food Potential revolutions into existing format of ethnicity for other countries.It has been witnessed that countries are getting specialized into technological innovations but spread of such innovations into the same continent refl ects questionable behavior of consumers. Many a quantify it is because of lack of awareness. Such type of format may provide a common platform to explore the small innovative products at consumer end E. g. European countries.Fashion based Ethnicity- As fashion industry is one of the major growing industries in Europe, all fashion educational activitys can be displayed under one platform Fashion statement of Italy Fashion statement of France Fashion statement of United kingdom Technology based ethnicity- skillful Research& innovation driven countries, all innovations can be displayed under one platform Big to small innovative products of Finland. Big to small innovative products of Germany IT & Renewable technology based products from Sweden Electric technology innovations of Netherland E. g. Asian Countries 11 Technology based ethnicity Robotic technology based innovative small to big products from South Korea & Japan References Crysdale and Bettie, 1973, Retrieved from, h ttp// www. manifolddatamining. com / hypertext mark-up language /products/ ethnicmarketing. htm on 15/02/2012 Anuradha Shukla, Ethnic wear market booms in India retrieved from http//wonderwoman. intoday.In/ story/ethnic-wear-market-booms-in-india/1/ 88440. html http//indiatoday. intoday. in/story/ethnic-wear-marketto-grow/1/124981. html retrieved on 06/02/2012 koregaonparkplaza, pune (2011) retrieved from http// w w w. k o r e g a o n p a r k p l a z a . c o m / s t o r s details. asp? id=77&catid=1&st=1 retrieved on 06/ 02/2012 Runul Vashistha, (2009) retrieved from http// www. indiar et a iling. com/ R et ailC oncep t _ details. aspx? Id=58 retrieved on 02/02/2012 Pooja nair, (2009). retrieved from http//ahmedabad. metromela. com/Lamps+and+ethnic+ wear+at+.Ethnicity/article/3183 retrieved on 15/02/2012 Shailesh Shah, (2012). Ethnicity Towards organising ethnic retail, retrieved from http // www. indiaretailing. com/organising-ethnicretail. asp retrieved on 02/02/2012 http//www. pa ntaloonretail. in/pdf/ethnicity_karigari. pdf Reference Book Jr. Churchill sarin A. , Lacobucci Dawn, Israel D. , (2009),Marketing Research- A South Asian Perspective, India Edition, Delhi Cencage Learning. Additional secular Leaflet circulated at ethnicity store 12 Glossary Attar A fragrant of essential oil typically made from rose petals Ayurvedic It is a Hindu system of traditional medicine native to India and a form of alternative medicine.Ayurveda can be defined as a system, which uses the inbuilt principles of nature, to help maintain health in a person by keeping the individuals body, mind and spirit in stainless equilibrium with nature Bandhani A process of patterning cloth by tie- soiling in which the design is reserved on the undyed cloth by secure small spots very tightly with thread to protect them from the dye especially popular in Rajasthan and India Chappal An item of Indian footwear, similar to a flipflop with a toe strap Chota (India market) Younger, junior chi ld related products.Pacific Business Review International Kundan Jewellery Kundan is a traditional Indian gemstone jewelry, a method of gem setting in a jewellery piece, consisting of inserting gold foil between the stones and its mount, usually used to create elaborate necklaces believed to have originate in royal courts of Rajasthan and Gujarat. It is the oldest form of jewellery made and wear in India Kurta A knee-length, collarless shirt worn over pajamas by men in India Mojaris A style of South Asian handcrafted footwear mostly using vegetable-tanned leatherproduced in India Organized retailOrganized retail has been defined as a network of in addition branded stores with an element of self service Raja (Market) A prince, chief, or ruler related products in India Rani (Market) Indian princess related products Ethnicity Ethnicity implies common customs, values, and attitudes within a group of people who are bound by a common cultural identification Saree a dress worn primarily by Hindu women consists of several yards of light strong that is draped around the body Ethnic groupsA group of people who share a common descent, a sense of collective identity and usually a shared cultural heritage and tradition Sona-chandi (market)-Gold & currency related products/jewellery Ethnic Marketing Ethnic marketing is an important aspect of lifestyle marketing, a strategy that tailors a companys products and services towards the customers lifestyles Ghar -aangan (market)Home decoration related products HandicraftItems made by hand, often with the use of simple tools, and are for the most part artistic and/or traditional in nature . They are the objects of service program and objects of decoration. Incense stick It is composed of aromatic biotic materials, which release fragrant smoke when burned Thoda aur (market) somewhat more than the existing here in the context of more than the regular offerings.