NATIONAL INSTITUTE OF FASHION TECHNOLOGY,

HYDERABAD

2022-2024

CONSUMER BEHAVIOUR AND NEURO-MARKETING

ASSIGNMENT 1

Brief

Consumer Behaviour Survey of Bonkers Corner, India

Guided by: Submitted by:

Dr. M. Annaji Sarma

Arushi Srivastava

Smriti

Surbhi Sinha

Vanisha Sher

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ACKNOWLEDGEMENT

We are grateful to NIFT for giving us the opportunity to understand the concept of Consumer
behaviour and Neuro-marketing. We would like to express our great appreciation to Professor
Dr. M. Annaji Sarma for his valuable and constructive suggestions. His willingness to give his
time so generously has been very much appreciated.

We would also like to thank our college mates for cooperating and answering our questions
regarding the topic as well as answering them truthfully.

Regards,

Arushi Srivastava

Smriti

Surbhi Sinha

Vanisha Sher

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TABLE OF CONTENTS

SR NO. TOPIC PAGE NO.

1 Introduction 4-5

2 Marketing Mix 6

3 STP 7

4 Consumer Behaviour 8

5 Primary Research 9 - 14

7 Observations 15

8 Suggestions 16-17

9 References 18

10 Appendix 19 - 21

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BONKERS CORNER, INDIA

India-Based, Bonkers Corner is a home-grown online brand that serves as an exclusive source
of street wear fashion. It offers the latest in designer products straight out of fashion houses.
Their signature aesthetic stems from the dire need to stand out from the rest.

Deriving inspiration from varied genres of art, music, movies, gaming and pop-culture, the
brand provides a wide array of casual and nautical fashion offerings catered to both men and
women. The brand idea is to offer comfortable and trendy merchandise at affordable prices.

Starting in 2020, the brand advanced greatly, when e-commerce businesses were
skyrocketing. Having an online store was therefore not only essential but inevitable. Straight
after its onset, the brand started a crowd favourite trend- being The Oversized Tee, making it
mainstream, creating popular demand, and as a result, it was adopted by various other brands
in recent times.

Recognized for its complete convenience under one roof, the brand’s online portal is an
experience in itself. Consumers can view their favourite collections, search for a specific
piece, at great convenience using the user-friendly interface. Detailed product information,
comprehensive size charts and high-resolution images add value to our consumers’ buying
decisions.

VISION

The vision of Bonkers Corner is to make the brand:

a) Globally Recognised.
b) Make unique and trendy fashion available for everyone.
c) Make the brand sustainable.

MISSION

The mission of Bonkers Corner:

a) To be the one-stop destination for streetwear fashion in India.

b) To innovate and to provide best-value products and services to customers.
c) To make a difference through their branding to stay ahead of fashion trends, market
changes and the latest technology.

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USP

a) Pioneer of Oversized T-shirts.

b) Quirky Merchandise at affordable pricing.
c) Exclusive source of streetwear fashion.

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MARKETING MIX

1. Product
Bonkers Corner is clothing company that designs and sells stylish, youthful and
casual clothing. It aspires to be the best in terms of fit, durability, and fabric quality.
Its clothing line is affordable to all, and it is constantly working to bring more quirky
and bold designs, constant innovation, and higher quality to appeal to everyone. It
caters to men, women, and youngsters, with a wide range of clothing designed with
the firm in mind.

2. Place
Bonkers Corner sell all of their merchandise through their online website. They have
plans of opening a retail store in the future.

3. Price
Bonkers Corner has affordable range products with prices ranging from 199 to 1999.
The pricing is competitive and the firm distinguishes itself from the competition by
using unique designs and bright colours. The brand always wishes to offer high-
quality at an affordable price which makes its model pretty unique.

4. Promotion
Bonkers Corner promotes their products actively on digital platforms like Instagram
and Facebook to convert potential buyers into consumers. They also provide promo
codes and discounts to customers to make shopping more appealing.

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 STP OF BONKERS CORNER

1. Segmentation
Segmenting the market, dividing it into a definite group of customers is the first step
of the STP Process.

The division is based on:

a) Demographic:
Age- 15 to 40 years old
Gender- All
Income: Mid-Range Income

b) Geographic: Country: India

Region: Urban and Semi-Urban Areas

c) Psychographic:
Lifestyle: Active and Youthful
Personality: Embraces Individualistic personality
Interests: Streetwear Fashion Enthusiasts.

2. Targeting
This includes choosing the segments that will yield the most efficient and practical
approaches to achieve the company's goals.
Bonkers Corner targets customer that are streetwear fashion enthusiasts living in
urban and semi urban areas with middle income groups.
Bonkers Corner includes merchandise which are comfortable & chic and comes in
various colours and sizes.

3. Positioning
It is all about placing the company's brand in the market with other competitors.
Bonkers Corner has positioned itself as an exclusive source for streetwear fashion in
India. The brand wants their customers to be in best dressed version at the most
affordable prices It emphasises on the idea of embracing individuality through the
medium of fashion
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CONSUMER BEHAVIOUR

Consumer buying behaviour refers to the study of customers and how they behave while
deciding to buy a product that satisfies their needs. It is a study of the actions of the
consumers that drive them to buy and use certain products

By understanding consumer behaviour, businesses can tailor their marketing efforts to target
specific groups, improve brand loyalty, and identify emerging trends. This knowledge can
also help businesses stay ahead of their competition and adapt to changes in consumer
behaviour.

Factors that affect Consumer behaviour

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PRIMARY RESEARCH

This survey is a research survey for general public that might have an opinion about Bonkers,
Corner in order to understand about consumer behaviour

It aims to involve your participation in providing information on ideologies and opinions

towards consumer behaviour. The results will provide us with additional insight on how to
find useful solutions and use them effectively and efficiently for better service. Your opinions
are important to this study, and would be kept confidentially.

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*Consumers who do not buy from this brand can submit and others can continue filling

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 No
Yes

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Suggestions for improvement were also asked by the participants

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OBSERVATIONS

1. Age Group: Bonkers Corner is a popular name among the youth, especially between
the age group of 15 to 30 years.
2. Interests: More than 85% of the participants are interested in streetwear fashion.
3. Promotional Activities: More than 50% of the participants came to know about the
brand through its promotional activities on social media platforms.
Word of Mouth promotions can also be observed as 33% of the participants got to
know about the brand through their friends and families.
4. Price: Price range for Bonkers is between 199 to 1999, making it affordable.
5. Place of sale: The sale of the products can only be done on their own website and
mobile application.
6. Products: The most popular products of Bonkers Corner are Over-sized T-shirts and
Regular T-shirts
7. Major factors for sale: Online website feasibility and brand’s clothing range aesthetic
are the major factors behind driving consumers to buy and use Bonkers Corner
products
8. Customer Service:
75% of the participants did not have any issues after purchasing the products.
According to the data, it can be seen from the set of participants who faced problem
after the purchase:
a) 30% felt that their queries were not answered promptly
b) 43% felt that their queries were resolved promptly and appropriate actions were
taken
c) 26% had an average experience with the customer services
9. Recommendation: Majority of the participants would like to recommend Bonkers
products and services to others
10. Ratings:
a) 23.6% of the participants gave Bonkers Corner 3 out of 5
b) 40% of the participants gave Bonkers Corner 4 out of 5
c) 37% of the participants gave Bonkers Corner 5 out of 5

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SUGGESTIONS

1. Implementation of Offline Retail Stores: With the conclusion of the Consumer Survey
it could be deduced that, Bonkers Corner is a Brand catering streetwear aesthetic
fashion popular among Gen-Z and Millennials. Many of the areas of improvement
include lack of an offline store which would not only help with better advertising but
also better in-house consumer experience. The Benefits also include personalized
recommendation from sales staff creating a consumer-friendly environment.
In addition to that no need to wait for the delivery. In offline shopping, consumer look
around for clothing, pick the ones they like, try them on, buy the best ones and leave
feeling content with the purchases made.

2. Creating and Retaining Customers through online stores: Creating and retaining
customers can be done through understanding and paying close attention towards their
behaviour while making purchase decision or buying a product in market place.
Moreover, the information published on the websites largely influence the customer’s
buying behaviour. Such information on published sources arouse consumer to buy a
product or service. Moreover, updating such information will help the consumer to
retain to a product or re try the product if the product has dissatisfied them.

3. Reducing Delivery Time: The Survey also concluded with consumers affected by
long delivery time from the brand. Reducing delivery times can give the brand the
opportunity to sell to more customers. It can prove to be a real growth driver for their
business. Conversely, if customers prefer to buy from the competitors, the brand may
find itself having to sell products at lower prices to entice customers moving towards
losses in the business.

4. Innovation of New Products: Continuous strive for improvement in success rate

largely depends on the innovation in the offered product or services line. To
accurately predict and ace innovation, the need for study of Consumer behaviour is a
must. Researching the same will enable Bonkers Corner to make new
products/services satisfying the needs and wants of the young consumers but also to
tweak the present line of offerings to fulfil the consumer's needs and demands.

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 5. Implementation of Direct Messaging System: For creating a better consumer
experience specially as an online store, a chatbot for consumer service can help
improve brands image as well as sales. It enables a 2-way communication with the
customer. It doesn’t just tell them things or guides them, but also learns from them,
hears their questions, and builds a relationship.
The conversational bot interacts with 2 to 5 times more customers than previously
possible over email.

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REFERENCES

1. https://www.bonkerscorner.com/
2. https://fashiongear.fibre2fashion.com/fashion-talks/shubham-gupta-interview/
3. http://businessnewsthisweek.com/business/exclusive-interview-with-shubham-gupta-
founder-bonkers-corner/
4. https://www.indianretailer.com/news/bonkers-corner-marks-its-foray-in-the-fashion-
and-lifestyle-industry.n14088
5. https://mediabrief.com/bonkerscorner-marks-its-foray-in-the-fashion-and-lifestyle-
industry/

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 APPENDIX

Q1. Gender*
Male
Female
Others

Q2. Age? *
15-20
21-30
31-40
40+

Q3. Occupation? *
Student
Self Employed
Working Professional
Homemaker

Q4. Are you into Streetwear Fashion? *

Yes
No

Q5. Have you heard of the Brand Bonkers Corner? *

Yes
No

Q6. How long have you been familiar with the brand?
Since its Launch in 2020
2 years

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1 year
Few Months

Q7. Do you find their Online Visual Merchandise on their Website Exciting and Cool?
Yes
No
Maybe
Q8. Are you a frequent buyer of Bonkers?
Yes
No
Maybe

Q9. What attracts you the most about buying from Bonkers?
Online Website feasibility
Clothing Range Aesthetic
Genuine Price Range
Customer Service
Other:

Q10. What Range of Clothing do you usually buy?

Shorts
T-shirts/ Oversized and Regular
Cargos, Joggers and Pants
Accessories

Q11. Has there been any issues with the product from the brand after buying it?
Yes
No

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Q12. If the answer to the above question stands yes, do you feel your issue was catered to
promptly?
Yes
No
Maybe

Q13. On a scale of 1 to 5, How likely are you to recommend Bonkers Corner Products and
Services to others?
1
2
3
4
5

Q14. On a Scale of 1 to 5, how satisfied are you with Brands Customer Service?
1
2
3
4
5

Q15. As a consumer, do you have any suggestions to improve Bonkers as a clothing and
accessories brand as a whole? Write NA if no changes or if this question is inapplicable to
you.

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