Pepperfry Group Assignment#P14#Members Sairam Chary,RajeshBhatia,Beena R,Kunal G,Nikil Parbat,Avi Chitroda.
All our observations and findings are documented inside the attached Images .
Note * : Starting Point for Quarter over Quarter Margin growth is taken for each Category from where Data is present.
Conclusion :
From Metrics 1 and 2 (Analysis for Quantitative Data Sheet 1)we find that Furniture,Food and Personal Care are Selected. But Personal Care and Food has lot of Competitors and gets eliminated in Summary Metrics From Competetive and PepperFry Data(Analysis for Quantitative Data Sheet 2 and 3 ). Furniture Category passes the Test in All Metrics from all Sheets.Hence is best suitable for Growth in Organised Retail .
Qualitative Data Analysis :
Post Confirming Furniture as the selected Category more Qualitative Analysis was done for the same.
Here are our observations for the same :
1) Data was surveyed to research Customer behaviour Offline vs Online shopping trends which were split by tier,Gender and Ownership(Rent/Owned).
2) Major reason to buy online :
lowest price ,easy comparison with wide rangeof Options,better design and convenience,Wider visibility of products and branded products.
3) Customer Pain points in Offline Purchase Process :
- Travelling is a major pain point in some Tiers.
- Comparing product dimension,material is difficult and Furniture is an unorganised market so price comparison is difficult.
4) Target Area :
Metro and Tier 1 are major targets since 50 and 44 % are ready to shift to readymade from carpenter and there is a very less no (<18%) who are not ready to shift to Online shopping yet.
4) Issues with online buying:
High prices and need to feel product both of which can be handled quite easily.
5) type of product :
A significant no of people are ready to buy the following products (side table , chairs and sofa.) which makes it the prime Product Category to sell.
Also there is a significant no of people who are ready to buy a sofa set and table Online.
Note :
The reluctance to buy jewellery adds to the fact that category should not be considered.
Similarly the case with Grocery .
6) Product Pricing :
The maximum product cost that should be aimed at for furniture should be in the range of 50k .
Also future Prediction says that people(Overall categories )would be comfortable buying products worth 10–25k Online.
