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Customers' Perception on Bricks and Clicks Business Model Of CUSTOMERS’ PERCEPTION ON BRICKS AND CLICKS BUSINESS MODEL OF KITEX LTD. KERALA: A SYSTEMATIC ANALYSIS Vignesh Karthik S A1, Ameer P A2 1,2Research Scholars, School of Management Studies, CUSAT Abstract estimated to grow over 1200% to $200 billion by Bricks and Clicks is a business model by 2016, up from $15 billion in 2016, according to which a company integrates both offline a recent report by financial service firm Morgan (Bricks) and online (Clicks) business Stanley. By then, online retail will account for operations. This kind of companies can offer 12% of India’s overall retail market, from just customers the benefits of fast online 2% last year. A new study by Forrester Research transactions and traditional face to face has stated that approximately a fifth of total retail service simultaneously. The present study has sales will take place online by 2021 in Asia been conducted with the objective of Pacific, 78 per cent from smart phones. The analysing bricks and clicks business model in study adds that online retail via mobile will grow Kerala in general and to identify factors at a CAGR of 15.6 per cent, to reach $1 trillion which are influencing customer’s decision to in 2020.The study further shows that Asia Pacific buy online or offline. Based on the data will be the largest region for online retail sales in analysis and interpretation, the study found the world, with China being the largest market that both kind of customers say, online and for e-commerce with $681 billion in sales. offline customers have their own specific However, the fastest growing e-commerce reasons to choose mode of their purchase market in the world, according to Forrester, is (either offline or online). The study also found undoubtedly India. that, the variables like comforts of physical The Indian Institute of e Commerce states that by atmosphere, salesman’s influence and sales 2020, India is expected to generate $100 billion experience are the major forces which online retail revenue out of which $35 billion influence a customer to buy offline while will be through fashion e-commerce. Online variables such as ease of purchase, apparel sales are set to grow four times in coming convenience, flexibility, time are the major years. By 2026, Morgan Stanley expects India to influencing factors which drive a customer to have 475 million online shoppers, up from 60 opt online buying mode. The present study million in 2016. It was in this backdrop, Kitex has proved that the future of Indian retail Ltd. decided to launch its online window (Kitex business is to be depending wholly on Bricks Lifestyle) to expand its reach to far off and Clicks business model. customers. Kitex Ltd is marketing its processed Key words: Brick and Click, clicks and flips, products like lungies, dhothies, bed sheets and e Commerce, Online and Offline, Kitex Ltd. mulls etc. mainly through offline mode. The company is having 2500 dealers spread all over I. INTRODUCTION Kerala. Besides, the company is selling their Internet & e-commerce shows a tremendous Greige fabrics to various garment exporters in growth in Indian market. It was mainly because Mumbai, Bangalore, Delhi, Chennai, Calcutta, of the current online retail trends, availability of Ahmadabad etc. Around 75 % of the sales is more payment options, new technologies & done through authorized agents on commission electronic gadgets etc. Online retail in India is basis and through Direct Marketing. The ISSN (PRINT): 2393-8374, (ONLINE): 2394-0697, VOLUME-4, ISSUE-10, 2017 46 INTERNATIONAL JOURNAL OF CURRENT ENGINEERING AND SCIENTIFIC RESEARCH (IJCESR) garments manufactured by the group under the Armstrong and Kotler (2000) named five brand name Kitex are accepted all over the functions for the distribution channel: world. information; promotion; contact; matching; It is in this context, the present study is an negotiation. Hudson (2008) added „financing‟ to attempt to collect and analyse the data on these functions which should help the perceptions of customers regarding offline and organization in bridging the gaps of time, place online or bricks and clicks modes of kitex and possession between itself and the customers marketing, and to understand what are the factors (Armstrong and Kotler, 2000). which are influencing a customer to buy online or offline. According to Scott (2009), grow your business' including market research, advertising, publicity, II. LITERATURE REVIEW sales, merchandising and distribution. With According to Reddy (2003), Marketing is one of traditional marketing techniques all of these the business function most dramatically affected things are delivered in print format or in person. by emerging information technologies. Internet Internet marketing however, uses the power of is providing companies new channels of online networks and interactive media to reach communication and interaction. It can create your marketing objectives...no paper, no closer yet more cost effective relationships with telephone calls, no in person appearances. customers in sales, marketing and customer Internet marketing can save your time, money support. Companies can use web to provide and resources. Electronic versions of catalogues, ongoing information, service and support. It also brochures, white papers, data sheets etc. don't creates positive interaction with customers that have to be printed, stored or shipped to your can serve as the foundation for long term (Reddy, customers resulting in an enormous savings in 2003) printing and storage costs. And what about manpower (or lady power) costs? It is no longer Dannenberg and Kellner (1998), in their study, requires as many people to handle mailing and overviewed the opportunities for effective distribution of your marketing collateral...more utilization of the Internet with regard to the savings Updating catalogues, brochures and any banking industry. The authors evaluated that other marketing collateral you produce can be appropriate application of today’s cutting edge accomplished as needed online and in lightning technology could ensure the success of banks in speed. There's no need to send revised material the competitive market. They evaluated the out to a printer and then have to wait for a revised services of banks via internet as websites provide version, a great savings in time. And, time is sophisticated line of products and services at low money. More information can be provided to price. The authors analyzed that transactions via customers with little if any additional cost. internet reduce the risk of data loss to customers, Adding more pages to a document online chance to cut down expenses, higher flexibility involves virtually no expense compared to the for bank employees, re-shaping the banks‟ additional cost and space required to deliver the image into an innovative and technologically same thing in print format. You can reach more leading institutes, etc. The researchers found that customers than ever before and it doesn't cost a banks could move one step further by entering penny more. There's no postage or courier into a strategic alliance with internet service charges to pay. Distribution costs are the same provider. So, the bank of tomorrow stands to be whether you reach one or one million. Finally, feasible with today’s technology( Dannenberg for little or no cost you can have several and Kellner, 1998). electronic versions of the same catalogue McCabe (2009) highlighted the necessity of customized to meet the needs of different understanding how to get access to the customer audiences. The difference between traditional to deliver the marketing message and the and Internet marketing is money and Internet organization’s products and services. Hudson marketing improves your bottom line (Scott, (2008) agreed with him and stressed the 2009). importance of designing a “distribution system” III. OBJECTIVES OF THE STUDY to work as a framework for making the 1. To identify the factors affecting online organization’s services available for customers. distribution channel of Kitex Ltd. ISSN (PRINT): 2393-8374, (ONLINE): 2394-0697, VOLUME-4, ISSUE-10, 2017 47 INTERNATIONAL JOURNAL OF CURRENT ENGINEERING AND SCIENTIFIC RESEARCH (IJCESR) 2. To study the demographic through questionnaire and with the help of characteristics’ of customers of Kitex interview and Secondary data has been collected Ltd. from standard textbooks, Newspapers, 3. To identify the reach of the company’s Magazines and Internet. online channels among the customers. 4. To suggest improved online channel V. DATA ANALYSIS AND distribution models for Kitex Ltd. INTERPRETATION In this section the researcher has made an attempt IV. RESEARCH DESIGN to analyse the data collected from respondents The study has adopted Descriptive Research through questionnaire and result of percentage Design as the main aim is to identify and analysis are presented in tables below. SPSS has describe factors affecting online distribution been used to analyse the collected data. channel of Kitex Ltd. The population of the V.1.DEMOGRAPHIC REPRESENTATION study is online-offline customers of Kitex Ltd in The following four tables show that the Ernakulam District. Based on convenience demographic representation of samples which sampling technique, the researcher has collected will help us to understand how demographic primary data from 100 sample respondents factors are distributed among the sample data. Table: 1 Age Wise Distribution of Samples Description Frequency Percent under 18 19 19.0 18-25 28 28.0 26-35 23 23.0 36-45 18 18.0 Above 45 12 12.0 Total 100 100.0 Source: Primary data Table: 3 Education Level of Respondents Description Frequency Percent SSLC 16 16.0 HSE 24 24.0 Graduation 38 38.0 PG 19 19.0 Other 3 3.0 Total 100 100.0 Source: Primary data ISSN (PRINT): 2393-8374, (ONLINE): 2394-0697, VOLUME-4, ISSUE-10, 2017 48 INTERNATIONAL JOURNAL OF CURRENT ENGINEERING AND SCIENTIFIC RESEARCH (IJCESR) Table: 3 Gender wise Distribution Description Frequency Percent Male 56 56.0 Female 44 44.0 Total 100 100.0 Source: Primary data Table: 4 Occupation wise Distribution Description Frequency Percent Govt.
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