Consumer Behaviour

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DE MONTFORT UNIVERSITY
SCHOOL OF BUSINESS
&
NIELS BROCK COPENHAGEN BUSINESS COLLEGE
Final Report on Marketing Project (MARK3008)
Possibility for Bombay Dyeing to find the position for its
clothing products in Danish market
Niraj Shrestha
(P10017539)
Project submitted in part requirement for the award of
BA (Hons) Business Administration
11 May 2011
Supervised by:
Andreas K. Thomsen
Peter
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Abstract
The impact of globalization in India, now being considered as one of the fastest growing economies
together with Brazil, China and Russia, enables companies to take advantage of the possibilities of
expansion to international markets. Bombay Dyeing, the leading textile company in India is the
subject of this paper. Here, we look at the possible entrance of the company in the Danish market.
We try to understand the importance of the consumer buying behavior of the market as such is
considered as the biggest factor for Bombay Dyeing’s strategy formulation. Using exploration as
the methodology, more insights have been encountered in the process that became necessary in
achieving the objectives of this paper. With the use of survey questionnaires and focus group
interview, qualitative and quantitative data have been subjected to analysis. The result shows that
Danes’ preferences for overall quality, latest styles and fashion and brand are what strongly
influence them to buy clothing over its price. In relation to the findings and analysis of the
environment, various strategies are recommended. The marketing mix or the four Ps (Product,
Price, Place and Promotion Strategies) in the recommendations section is believed to be essential
for the company Bombay Dyeing to apply so as to succeed in the Danish market.
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Acknowledgements
First of all, I would like to thank my supervisors Mr Andreas kiær Thomsen and Peter for their continuous
support and counsel in the BA (Honours) program. I would like to thank all the members participated in the...