a study on brand preference & acceptability of branded ready-made formal men’s wear
TRANSCRIPT
FINAL RESEARCH PROJECT
ON
“A study on Brand Preference & Acceptability of Branded
Ready-made Formal Men’s wear”
Submitted to In partial fulfillment of the requirement for the degree
Of MASTERS OF BUSINESS ADMINISTRATION
(2008-2010)
Supervised by: Submitted by:Prof. DINESH KUMAR MBA 4th
Roll no. 520780810
ICAII CHANDIGARH
(SIKKIM MANIPAL UNIVERSITY)
DECLARATION
I, DINESH KUMAR here-by declare that the project report “A study on
Brand Preference & Acceptability of Branded Ready-made
Formal Men’s wear ” for the partial Fulfillment of the degree of
Business Administration from Sikkim Manipal University is an original
work of mine and the data provided in the study is Authentic, to the best
of my knowledge.
This study has not been submitted to any other institution or University
for award of any other degree.
DINESH KUMARRoll No. 520780810
CERTIFICATE
This is to certify that Mr. DINESH KUMAR has done the Major
Research Project “A study on Brand Preference & Acceptability
of Branded Ready-made Formal Men’s wear “under my
supervision for the degree of Master of Business Administration. The
work done by him is a sole effort and has not been submitted as or its part
for any degree.
Prof.
Department of Business Administration
ACKNOWLEDGMENT
Acknowledgment is not a mere formality or ritual but a genuine
opportunity to express the indebtness of all those without who’s active
support and
encouragement this project wouldn’t have possible.
I would like to express my humble thanks to Mr. for
his active support affectionate guidance and constant encouragement his
expert guidance help me a lot to tackle with all the problems.
I offer my heartfelt appreciation to Mr. for their
ever willing co-operation, moral support, rendering ungrudging assistance
where ever need arose and best wish for successfully taking this study I
wish them very best in their life.
I am also thankful to my parents, friends and well wishers whose
blessing and love had made it possible for me to successfully complete the
project.
DINESH KUMAR
CONTENTS
Introduction
Review of literature
Objectives
Research methodology
Data collection& analysis
Limitations
Findings
Suggestions
conclusion
Bibliography
Questionnaire
Introduction
As expected that India is going to be one of the great giants in the world
of business. With the help of the industries like IT, AUTOMOBLIES,
BIO-TECH INDUSTRIES, STEEL INDUSTRIES, apart of all industries
some of the industries like textile and garments are grow from bottom to
sky which puts it hand in more than 30% exports of India and increases
the GDP of the country.
The study was taken for the title “A study on Brand Preference &
Acceptability of Branded Ready-made Formal Men’s wear” it was
conducted to study about the preferences and the acceptability and their
influencing factors for their purchase.
In this study a survey method was adopted. Fieldwork was carried
out to collect the necessary data. Questionnaires were used for collection
of data. The information thus gathered constituted primary data and
secondary data.
By doing this research we can know various major players in
industry like Madhura Garments, Raymond’s India Ltd etc. knowing
about their products and their brands.
The well known brands like in India are Koutons, John player,
Addidas, Hues, Park Avenue, Indigo Nation, Wrangler, and Nike
Theoretical background
Brand is a source of relationships with customers, promises to
costumers and customer loyalty. Great brands present emotional benefits
and not just rational/functional. Branding is a process of creating an
association between symbol/object/emotion perception and a
product/company with a goal of diving loyalty and creating
differentiation. Branding is raising new questions for the brand mangers
like what benefits and expectations customers look across a brand, how
consistent in the brand image, etc.
Brand is a major issue in products strategy. On one hand developing a
branded product requires a great deal of long-term investment, especially
for advertising, promotion and packaging. Many brand-oriented
companies subcontract manufacturing to other companies. On other hand
manufacturers eventually learn market power lies with building their own
brands.
What is brand?
Perhaps the most distinctive skill of professional marketers is their ability
to create, maintain, protect, and enhance brands. Marketers say, “Branding
is the art and cornerstone if marketing.” The American Marketing
Association defines a brand as follows:
A Brand is a name, term, sign, symbol, or design, or a combination of
them, intended to identify the goods or services of one seller or group of
sellers and the differentiate them from those of competitors.
In essence, a brand identifies the seller or marker. It can be name,
trademark, logo, or other symbol. Under trademark law, the seller is
granted exclusive rights to the use of the brand name in perpetuity. Brands
differ from other assets such as patents and copyrights, which have
expiration dates.
A brand is essentially a seller’s promise to deliver a specific set of
features, benefits, and services consistently to the buyers. The best brands
convey a warranty of quality. But a brand is an even more complex
symbol. It can convey up to six levels of meaning:
Attributes : a brand brings to mind certain attributes. Mercedes
suggest expensive, well-built, well-engineered, durable, high-
prestige automobiles
Benefits : attributes must be translated into functional and emotional
benefits. The attribute “durable” could translate into the functional
benefit “I won’t have to buy another car for several years.” The
attribute “expensive” translates into the emotional benefit “the car
makes me feel important and admired”
Values : the brand also says something about the producer’s values.
Mercedes stand for high performance, safety, and prestige.
Culture : the brand may represent a certain culture. The Mercedes
represents German culture: organized, efficient, high quality.
Personality : the brand can project a certain personality. Mercedes
may suggest a no-nonsense boss (person), a reigning lion (animal),
or an austere palace (object)
User : the brand suggests the kind if consumer who buys of users
the product. We would expect to see a 55-year-old top executive
behind the wheel of Mercedes, not a 20-year- old secretary.
If a company treats a brand only a name, it misses the point. The branding
challenge is to develop a deep set of positive associations of the brand.
Marketers must decide at which level(s) to anchor the brand’s identify.
One mistake would be to promote only attributes. First, the buyer is not as
interested in attributes as in benefits. Second, competitors can easily copy
attributes. Third, the current attributes may become less desirable later.
Promoting the brand only on one benefit can also be risky. Suppose
Mercedes touts its main benefit as “high performance”. Then several
competitive brands emerge with high performance as compared to other
benefits. Mercedes needs the freedom to maneuver into a new benefit
positioning.
Brand Equity:
Brands vary in the amount of power and value they have in the market
place. At one extreme are brands that are not known by most buyers. Then
there are brands for which buyers have a fairly high degree of brand
awareness. Beyond this are brands with a high degree of brand
acceptability. Then there are brands that enjoy a high degree of brand
loyalty. Tony O’ Reilly, former CEO of H.J. Heinz, proposed this test of
brand loyalty: “My acid test…. Is whether a housewife, intending to buy
Heinz tomato ketchup in a store, finding it to be out of stock, will walk
out o f the store to buy it elsewhere.
Few customers are as brand-loyal as O’Reilly hopes Heinz’s customers
will be. Aaker distinguished five levels of customer’s attitude toward his
or her brand, from lowest to highest:
1. Customer will change brands, especially for price reasons. No
brand loyalty.
2. Customer is satisfied. No reason to change the brand.
3. Customer is satisfied and would incur costs by changing brand
4. Customer is devoted to the brand
Brand equity is highly related to how many Customers are in classes3, 4 or 5
Brand Strategy
Brand strategy involves drawing an action plan for creating, building and
nurturing brands. Brand strategy includes decisions relating to line
extension, brand extension, multi branding, developing new brands and
brand rationalization.
Product categoryExisting New
Brand
name
Existing
Line extensio
n
Brand extensio
n
NewMulti
brandsNew
brands
Brand Extension: Extending a brand to another product, either in the
same or a different product category. As the cost of establishing a new
brand is high, brand extension is a useful tool for the cost effective launch
of a new product. Familiarity with an existing brand also helps both
customers and marketers. Customers extend the qualities associated with
the existing brand to the new brand. Market acceptance of the new
product becomes faster. Maggi has been extended from noodles to product
lines in related categories like Maggi ketchup, Maggi soup, etc.
Line Extension: Line extension is extending the existing brand names to
new forms, sizes and flavors of an existing product category. For
example, Colgate has extended its brand name in the toothpaste category
from Colgate to Colgate gel, Colgate herbal, Colgate sensitive, Colgate
cibaca top, Colgate calciguard and Colgate total.
Multi Brands: It involves introduction of additional brands in the same
product category. For example, Hindustan Lever Limited uses multi
branding strategy to market its products. In shampoos, the products
offered include Clinic Plus, Clinic All Clear, Lux, Ayush, and Sunsilk and
so on.
New Brands: It involves creation of new brand names especially when
entering a new product category. For example, Coca Cola entered the
mineral water bottle segment with a new band name Kinely and the coffee
segment with Georgia.
BRAND AWARENESS
Whether it is a serial in a regional satellite channel or a One Day
International cricket match, there is a non-stop stream of advertisements,
which clutter the commercial break. Well-established brands attempt to
sustain brand recall while new ones try appealing to prospective
consumers to get into their `consideration’ set. There are ads for children,
housewives and youth. With advertising expenditure in the order of Rs.
8000 Crores per annum in the recent times and the proliferation of brands
across categories, there is a strong need to consider the effectiveness of
these advertisements. The idea is not to cease advertising but to consider
how considering decisions would have to be considered with non-
advertising alternatives. These non-advertising alternatives may also
enable a brand to create and sustain consistent associations, which may be
desirable in terms of long-term implications. A contemporary approach
that creates a synergy between various aspects of a promotional mix
(advertising included) provides a refreshing approach towards marketing
communications. There may be several objectives of advertising and a
promotional mix could be used in an innovative manner to address each of
these objectives depending on the product category and target segment.
Creating brand awareness
When a new brand enters a category or creates a “new to the
market” offering, it needs to create brand awareness. This would depend
on whether the product is a consumable or a durable. The involvement
level in a specific category also matters on how a brand would want to
create awareness. Itch Guard, a new branded offering for minor skin
problems, used a simple humorous TV commercial to convey the concept.
While the unit cost of the product may be low, the involvement level of
the consumer on the solution offered by the brand could be associated
with high involvement. A brand in this situation is likely to also benefit
from point of purchase material at pharmacy outlets, departmental stores
and even kirana (grocery) type of shops. The “high-utility” solution has to
be conveyed to the target segment, which probably was using traditional
substitutes. In this example, a typical brand personality need not be built
at least before the benefit is sold to the consumer and hence all
promotional efforts should be directed at conveying the benefit and
creating a brand association with the category itself (as it is a pioneering
brand in the category). This objective would be achieved by advertising,
“reminder purchase” posters at the point of sale and perhaps conveying
the superiority of the offering through the route of doctors (though it is an
OTC offering).
Kissan Bistix in contrast is a unique offering, which is aimed at children
who have to initially make a change in their habits regarding the
consumption of this offering (should be eaten with a biscuit stick after it is
dipped in chocolate/any other side dish flavour which is a part of the
package). Moreover the price of the offering is Rs. 5 and this would be
associated with low involvement. Moreover, there is strong presence of
generic competition and children could buy a number of alternatives and
some of them may have price points below the Rs. 5 level. Mass
advertising perhaps could create trials but it may be difficult to sustain the
purchase only through advertising. Innovative contests built around
popular hobbies may enable the brand not only to create excitement but
also sustain the interest over a longer period of time. This may create
repurchase and probably a cross-section of the segment may make the
consumption a part of their snacking habit. Acceptance of an offering like
this requires a longer time interval and an innovative approach towards
promotion rather than typical sales promotion or mass advertising or
display at the counter of retail outlets. Besides, given the price point and
the offering there is also a need to be selective in market coverage for the
offering.
Creating awareness in a durable category (even if the consumers are
familiar with the category) requires a different approach. A strong
“feature-back up” in the offering, leading to a possible word-of-mouth
from users of the brand, will be effective after the initial advertising
awareness created by the brand. LG, Samsung, Santro and Whirlpool are
brands that have been successful but less than a decade old in the Indian
context. LG introduced several “new to market” features in its various
product categories; Samsung which created brand awareness through its
“World Series” ads, also introduced innovative features in its products and
Santro’s success (in terms of its market share) can be attributed to product
design, advertising and launching of variants after brand acceptance. New
brands depend on innovative features to create awareness and this happens
both by advertising and positive word-of-mouth. Promotional aspects like
an event involving the brand formulated to strengthen the word-of-mouth
could add to the promotional effect. This approach could be compared
with the advertising blitzkreig of several new brands of cars. Skoda,
almost an unknown name in India, has been able to meet with
considerable success (in its niche) because of word-of-mouth for its
Octavia model than through conventional advertising. The brand has also
been selective in its market launch and this adds to the “expectation
excitement” for prospective consumers in other markets to enhance the
impact of word-of-mouth.
Brand Knowledge
Brand knowledge refers to brand awareness (whether and when
consumers know the brand) and brand image (what associations
consumers have with the brand). The different dimensions of brand
knowledge can be classified in a pyramid (adapted from Keller 2001), in
which each lower-level element provides the foundations of the higher-
level element. In other words, brand attachment stems from rational and
emotional brand evaluations, which derive from functional and emotional
brand associations, which require brand awareness. Brand knowledge
measures are sometimes called “customer mind-set” measures because
they capture how the brand is perceived in the customer’s mind.
The Brand Knowledge Pyramid
Brand awareness measures the accessibility of the brand in memory. Brand awareness can be measured through brand recall or brand recognition. Brand recall reflects the ability of consumers to retrieve the brand from memory when given the product category, the needs fulfilled by the category, or some other type of probe as a cue.
Brand Recognition
Brand recognition reflects the ability of consumers to confirm prior
exposure to the brand (i.e., recognize that it is an “old” brand that they
have seen before and not a “new” brand that they are seeing for the first
time). In a recognition task, consumers see a stimulus (e.g., an ad for the
brand, a brand name) and must say whether they have seen it before (e.g.,
last night on television, in magazine X, etc.).
It is important to make the task as realistic as possible by allowing
only a short amount of time to answer the recognition question and by
using realistic stimuli and context. If you want to use recognition as a
measure of the performance of different marketing decisions (say,
different logos or ads), you should expose one group to one version of the
target stimulus and another group to the other version of the target
stimulus. However, to make the task more realistic, both groups should
also be exposed to other stimuli (e.g., competitors' brands). In a second
step, people see the “old” stimuli again, along with completely new ones,
and are asked to decide if each stimulus is “old” or “new” (i.e., if they
have seen them before or not).
To correct for people’s tendency to guess (to say that they recognize when
in fact they are uncertain), you can compute a recognition score called d
prime, as follows: d' = HR – FA, where HR is the hit rate (the percentage
of respondents who correctly recognize the target stimulus) and FA is the
false alarm rate (the percentage of respondents who incorrectly
“recognize” a “new” stimulus, i.e., a stimulus not shown before).
Brand Image
Brand image is defined as consumer perceptions of a brand and is
measured as the brand associations held in consumers’ memory. To
measure brand image, you can either use and adapt an existing list of
brand associations (e.g., Young & Rubicam’s Brand Asset Valuator® or
Aaker’s brand personality list) or start from scratch by eliciting brand
associations and then measuring the strength of these associations.
The outcome of this exercise is usually a short list of the positive and
negative associations consumers have with the brand, ranked by strength.
For comparison purposes, it is useful to report the average strength of
each association with the brand and the strength of the association with
competing brands, and to do this for each target segment (e.g., brand users
and users of competing brands).
Objective s
Primary:
To know the brand awareness towards the branded ready made formal wear for men
To know the brand preferences towards the branded ready made formal wear for men
To study the influencing factors for the purchase of the banded garments
Secondary
To study the various manufacturers who manufacture branded men’s garments
To study the various retail brands in men’s garments
To study the overall industry of the branded garments
Research methodology
Type of research:
Research design is the conceptual structure within which research is
conducted. It constitutes the blue print for the collection, measurement,
and analysis of data.
The type of research adopted for the project is Descriptive Research. In
this study a survey method was adopted. Fieldwork was carried out to
collect the necessary data. Questionnaires were used for collection of data.
The information thus gathered constituted primary data and secondary
data.
Sources of data
Primary data
Those are the data that are obtained by a study specially designed to
fulfill the data needs of the problem. Interviewing the respondents
at the malls with help of a structured questionnaire is followed to
collect the primary data.
Secondary data:
Data, which are not originally collected but for this purpose, rather
obtained from published or unpublished sources, are known as
secondary data. In this research secondary data was collected
through sources like company research compiled in statistical
statements, magazines, company printed internal records and
promotional materials, textbooks & Internet.
Sample selection:
In the study Non-probability random sampling – Convenient Sampling
Method used to collect the data, where the entire HAMIRPUR city
becomes the population.
Sample size:
Sample size is 100.
Research instrument
The questionnaire was used which had various questions, apart
questionnaire observation of the respondents is done.
INDUSTRY STUDY
The Indian consumer is dressing up like never before. And helping him
look good are the hugely successful small brands. Quick to adapt to
current trends and the latest in fashion and completely in sync with
customers' wants, these highly versatile brands have given a bold new
shape to the ready-to-wear apparel industry
The Indian apparel market has been growing at 4-5 per cent over the past
few years in quantitative terms. Most of the growth has come from the
branded segment, which has been growing at 10-15% annually till 1998
and at a faster pace later on. Value growth has been even better.
However, growth in the past year has been satisfactory considering the
marked slowdown in demand in India and abroad accentuated by the
unfortunate events of September 11, 2001 in the U.S. followed by the
December 13 attack on the Indian Parliament and more recently the
disturbances in Gujarat. All these have affected the general business
sentiment across the country.
The growth in the branded wear category can also be attributed to the fast
paced changes in the retail scenario. The evolution of retail channels in
India is being driven by the evolving preferences of the consumer whose
awareness level of fashion trends, disposable income and consumerism
are all high. A significant positive shift is taking place in Indian
consumer’s buying behaviour and expectations that no longer follow
traditional retail practices. This can be attributed to the following factors:
Change in lifestyle
Entry of leading international brands
Greater awareness and exposure to international media
Foreign travel
The Indian consumer to day wants different new merchandise at shorter
intervals complemented by a great shopping ambience, service with speed
and above all convenience of shopping ambience, service with speed and
above all convenience of shopping. Above all there is an increasing urge
to create a positive image of oneself given the overall environment of
professionalism and competition. Serious marketers have identified this
trait and worked to increase the variety and quality of products offered,
along with meaningful lifestyle led advertising.
New retail formats that are more consumers’ friendly and offer a
significantly enhanced ambience and overall shopping experience have
also contributed greatly. Today the retail structure in India, as it moves
from disparate and unorganized sectors to a more concentrated system,
has many players getting inspired and drawn to the retails magnet.
It has been estimated that India has approximately 30,000 readymade
garment manufacturing units and around three million people are working
in the industry. Today not only is the garment export business growing,
enthusiasm in the minds of the foreign buyers is also at a high. Today
many leading fashion labels are being associated with Indian products.
India is increasingly being looked upon as a major supplier of high quality
fashion apparels and Indian apparels have come to be appreciated in major
markets internationally. The credit for this goes to our exporter
community.
Consistent efforts towards extensive market coverage, improving
technical capabilities and putting together an attractive and wide
merchandise line have paid rich dividends. But till today, our clothing
industry is dominated by sub-contractors and consists mainly of small
units of 50 to 60 machines. India's supply base is medium quality,
relatively high fashion, but small volume business.
SOME FACTS ABOUT READY-TO-WEAR INDUSTRY IN INDIA
Market size is estimated has been projected at Rs 43,100 crore. The
share of apparel for men comprises 46 per cent that of women’s
wear is pegged at 37 per cent and that of kids wear is pegged at 17
per cent.
Branded sector share is currently about 25% of market; expected to
be about 45-50% share by 2010
Market is expected to grow at about 10-15%p.a. While branded
formal wear will grow at about 10-11%, Branded
semi-formal/casual will grow at about 20-22%.
The above graph show’s the division of branded garments industry
GROWTH DRIVERS
Emergence of large scale organized retailing
Change in consumer aspirations / lifestyles
Launches in the Mid value / Economy Segments
BUSINESS OPPORTUNITIES
Rapid shift on going from tailor-made to ready-made garments in
shirts and trousers.
Current readymade usage is 20% in shirts and less than 5% in
trousers
Per capital clothing usage increasing in casual wear
Urban women's wear will shift to western style clothing over the
next 10-15 years.
FUTURE PLANS OR THE READY MADE INDUSTRY
Capitalizing on current brand strengths through relevant expansion
of product portfolio
Accelerating conversion from tailor made to ready to wear in
trousers
Proactively grow the business through initiatives serving one/more
of the following objectives
Accelerating conversion - at category level
Addressing relevant lifestyles / grooming aspirations
Entering markets with high potential to generate "Critical Mass"
namely women's wear and active wear.
ARVIND MILLS
The Arvind Mills was set up with the pioneering effort of the Lalbhai
brothers in 1931. With the best of technology and business acumen,
Arvind has become a true Indian multinational, having chosen to invest
strategically, where demand has been high and quality required has been
superlative. Today, The Arvind Mills Limited is the flagship company of
Rs.20 billion (US$ 500 million) Lalbahi Group.
Arvind Mills has set the pace for changing global customer demands for
textiles and has focused its attention on select core products. Such a focus
has enabled the company to play a dominant role in the global textile
arena. With its presence across the textile value chain, the company
endeavors to be a one-Stop shop for leading garment brands.
Forevision and Technology has brought Arvind to be one of the top three
producers of Denim in the world, and on its way becoming the Global
Textile Conglomerate. Arvind is already making its presence felt in
Shirting’s, Knits and Khakhis fabrics apart from being all set to create
ripples in the ready to wear Garments world over.
About their brands
Arvind Brands, a group company, manages various brands owned
by Arvind. These include Flying Machine, Newport and Ruf & Tuf in
Jeans and Excalibur in Shirts. This company services entire Domestic
market in India apart from exports in the neighboring countries.
Apart from these owned brands, the company has licenses from reputed
International brands like Arrow, Lee, Wrangler and Tommy Hilfiger for
the Indian market. The management out of their office at Bangalore, India
manages the entire retailing (including manufacturing, branding, logistics,
marketing and sales).
RAYMOND’S INDIA LTD
Incorporated in 1925, the Raymond Group is a Rs. 1400 crore plus
conglomerate having businesses in Textiles, Readymade Garments,
Engineering Files & Tools, Prophylactics and Toiletries.
The group is the leader in textiles, apparel, & files & tools in India and
enjoys a pronounced position in the international market. Raymond
believes in Excellence, Quality and Leadership.
THE GROUP OF THE COMPANIES UNDER RAYMOND’S
Raymond Ltd.
Raymond Limited is India’s leading producer of worsted suiting fabric
with a 60% market share.
Raymond Apparel Ltd. has three highly regarded menswear brands in its
folio: Park Avenue, Parx & Manzoni.
J.K. Ansell Ltd. is the manufacturer and marketer of KamaSutra brand of
premium condoms.
J.K. Helene Curtis Ltd. is the marketers of the Park Avenue and
Premium brands of men’s toiletries.
Color Plus Fashions Pvt. Ltd.
Established in 1994 Color Plus is one of the leading domestic brands for
premium casual wear in the country.
Their brands
Raymond
The largest and most respected textile brand in India for 'The Complete
Man' addressing the innate need of men to look good and at the same time
possess strength of character.
Park Avenue
Formal readymade garments & accessories for men it has recently bagged
the "Most Admired Brand" and "Most Admired Trouser Brand" awards.
Parx
The semi formal and casual range of cottons, blends and denim wear
catering to the smart, fashionable and comfortable clothing segment.
Manzoni
The luxury range of men’s shirts and ties acknowledged for its high
quality and international styling.
Be:
An exclusive prêt-a-porter line of ready-to-wear designer clothing for
women and men in western, ethnic and fusion styles.
Premium
The range of cosmetics & toiletries including after shaves, shampoos,
cologne, shaving cream, soaps, deodorants, room fresheners, etc.
Data Analysis & Interpretation
Age: - < 20 [ ] 20 – 30 [ ] 30 – 40 [ ]
40 > [ ]
Respondent’s classification based on AgeTable - 1
Graph - 1
Inferences: -
AGE No of Respondents Percentage
< 20 10 10%20 - 30 64 64%30 - 40 18 18%40 > 8 8%
AGE
0
10
20
30
40
50
60
70
< 20 20 - 30 30 - 40 40 >
AGE GROUPS
NU
MB
ER
OF
RE
SP
ON
DE
NT
S
The majority of the respondents were in the age group of 20 – 30 .
Profession:-
A) Student [ ] B) Salaried [ ] C) Professional [ ] D) Business class [ ]
E) Others please specify___________
Table - 2
Graph - 2
PROFESSION
student
slararied
professional
business class
Respondents Classified According To The Profession
ProfessionNo of
RespondentsPercentage
Student 26 26%Salaried 28 28%Professional 40 40%Business class 6 6%
Inferences: - The respondents taken as sample are mostly the of the
professional background some are from the salaried and students and very
few from the business class
Monthly Family Income: - < 10,000 [ ] 10,000 – 20,000 [ ] 20,000 –
30,000 [ ] Above 30,000 [ ]
Table - 3
Graph - 3
MONTHLY INCOME
< 10,000
10,000 - 20,000
20,000 - 30,000
30,000 >
Respondents Classified According To The Income
Monthly income
No of Respondents
Percentage
< 10,000 6 6%10,000 - 20,000 48 48%20,000 - 30,000 22 22%30,000 > 24 24%
Inferences: - The respondents are mostly from the 10,000 – 20,000
income group. It comes 48% of the sample.
Educational qualification:-
Graduate [ ] post-graduate [ ] M.Phil \ PhD \ Post Doctorate[ ]
Table - 4
Graph - 4
Respondents classification according to their qualification
Educational qualification
No of Respondents
Percentage
Graduate 40 40%post - graduate 48 48%others 12 12%
EDUCATIONAL QUALIFICATION
graduate
post - graduate
others
Inferences: - Many respondents are post – graduates and next are
graduates and few are M.Phil \ PhD \ Post Doctorate. When it seen in
percentage it comes to 48%
Marital status:-Married [
] un-married [ ]
Table - 5
Graph - 5
MARITAL STATUS
married
un-married
Inferences: - 64% of the sample is married and 36% are un- married
Respondents Classified According To The Martial Status
Marital status
No of Respondents
Percentage
married 64 64%
un-married 36 36%
1) How often do you purchase your clothing ?
=> Once in 3 months => once in 6 months
=> Once in a year => occasionally
Table - 6Frequency of purchase
Frequency of purchase
No of respondents
Percentage
Once in 3 months 38
38%
Once in 6 months 22
22%
Once in year 16 16%Occasionally 24 24%
Graph – 6
FREQUENCY OF PURCHASING
once in 3 months
once in 6 months
once in year
occassianlly
Inferences: - 38 respondents like to purchase “once in 3 months”, 24
respondents like to purchase “occasionally”, 22 respondents like to
purchase “once in 6 months” and 12 of them like to purchase “once in
year”
Comparison of age and frequency of purchase
Table -7
AGE< 20 20 – 30 30 - 40 40 >
Once in 3 months 4 34 Once in 6 months 6 14 2 Once in year 4 8 4Occasionally 20 4
Graph - 7
COMPRASION OF AGE & FRQUENCY OF PURCHASE
4
34
6
14
24
84
20
4
0
10
20
30
40
< 20 20 - 30 30 - 40 40 >
once in 3 months
once in 6 months
once in year
occassianlly
Inferences: - the comparison between age & frequency of purchase of the
respondents get the result of 34 respondents between the age 20 – 30 like
of purchase the branded clothing “once in 3 months” the same age group
like to purchase occasionally
2) Please identify your level of preference towards branded ready made garments
Very high [ ] High [ ]
Moderate [ ] low [ ] very low [ ]
Table - 8
Graph - 8
Level of preference
Level of preferenceNo Of
Respondents PercentageVery high 16 16%High 14 14%Moderate 44 44%Low 16 16%Very low 10 10%
LEVEL OF PREFERENCE
very high
high
modrate
low
very low
Inferences: - 44 of the respondents have the preference level of moderate
only 16 of them have given very high preference and it is same with low
preference people
3) Reasons for having very low preference towards branded formal wear
(You can choose more than one reason)
A) Perfect fit not availableB) Priced highC) Quality not up to the mark D) Lesser choice of the design & colourE) Restricted availability when compared to cloth availability Table - 9
Reasons for having very low preference towards branded formal wear
ReasonFrequen
cyPercenta
gePerfect Fit Not Available 8 31%Priced High 26 100%Quality Not Up To The Mark 6 23%Lesser Choice Of The Design & Colour 12 46%Restricted Availability When Compared To Cloth Availability 4 15%
Note: 1.Some of the respondents have opted for more than one option2. Sample size is 26 [who has low preference towards branded garments
Graph- 9
REASONS FOR HAVING THE LOW PREFERNCE
8
26
612
4
05
1015202530
perfect fit notavilable
priced high quality not upto the mark
lesser choiceof the desigh
& colour
restrictedavilability
whencompared to
clothavailability
VARIOUS REASONS
PE
RC
EN
TAG
E O
F R
ES
PO
ND
EN
TS
Inferences: - most of the
respondents had a problem
that the branded
formal wears are priced
high. And few felt that lesser choice of the design and colour,
4) Do you prefer branded formal men wear?
Yes [ ] No [ ]
Table - 10
Graph - 10
Do you prefer branded formal wear
Do you prefer branded formal
wearNo of
respondentsyes 84No 16
Do you prefer the branded garments
84
16
yes
no
Inferences: - with the above question we can say that majority of the
respondents prefer the branded garments (84 of them) and some do not
prefer the branded garments.
5) The brand’s that you are aware of.
Table – 11
Graph – 11
Various brands
Tick
Louis Philippe Nike Addidas Peter England ExcaliburHuesIndigo NationLewisColor PlusWranglerPark Avenue
Brand Awareness Level Of Respondents
Various Brands No Of RespondentsLouis Philippe 84Nike 84Addidas 84Peter England 84Excalibur 84Hues 84Indigo Nation 84Lewis 84ColorPlus 84Wrangler 84Park Avenue 84
Brand Awareness Of The Respondents
8484848484848484848484
0 20 40 60 80 100
Wrangler
Nike
Excalibur
Indigo Nation
Addidas
Park Avenue
NO OF RESPONDENTS
Graph - 11
Inferences: - All the 84 respondents said that they were aware of all the
brands that are given them as the option.
6) Who influences you in your buying decisions of branded
formal men wear a) Wife [ ] b) other family members [ ] c) Friends [ ] d) colleagues [ ]
e) Others please specify__________ f) none [ ]
Table - 12
Graph-12
Who Influences To Buy Branded Formal Men Wearwife 10Other family members 18friends 22Colleagues 13None 9
10
1822
139
0
5
10
15
20
25
wife otherfamily
members
friends colleages none
Inferences: - 22 of the respondents said that their friends influence them
in choosing the brand, and 18 of them said that their other family
members and 13 of them said that their colleagues influence them.
Comparison of occupation with influencing factors
Table – 13
Student Salaried ProfessionalBusiness
classWife 4 3 3
Other family members 4 7 5 2Friends 11 5 4 2
Colleagues 13None 8 1
Graph-13
Graph - 13
compraison of influencing factors with occupation
4
11
8
4
7
5
13
1
3
54
32 2
0
5
10
15
wife other familymembers
friends colleagues none
Influencing factors
NO
OF
RES
PON
DEN
TS
student
salaried
professional
business class
Inferences: - comparison between the occupation & influencing factors
show that the salaried people get influenced with colleges and less with
others, students get influenced, even some students get influenced with
none of them.
7) Please identify the source(s) from which you normally collect\get the information regarding the branded men wear
T.V [ ] NEWS paper [ ]
Magazines [ ] Internet [ ]
Friends [ ]
Table - 14
Note: 1.Some of the respondents have opted for more than one option 2. Sample size is 84
Graph - 14
Various SourcesNo of
Respondents PercentageT.V 8 10%Newspaper 13 16%Magazines 28 33%Internet 3 3%Friends 32 38%
Collection of Information Before Purchase Regarding The Branded men formal wear
8
13
28
3
32
0
5
10
15
20
25
30
35
T.V newspaper magazines internet friends
Various Sources
No
of
Re
sp
on
de
nts
Inferences: - 32 respondents collect the information from their friends
who become the influencing factor for the purchase of the branded formal
wear. Where as 28 of the respondents collect the information through
magazines, which influence less, compared to friends
8) Rank the following factors which influence you to choose the branded men wear (Rank them between 1 to 8)
Table – 15
Source: - primary data
Graph – 15
Ranking The Factors Which Influence The Most
Particulars Rank Frequency X
Weight Price 342Quality 314Design 438Comfort level 602Fabric 334Range 380Brand Name 350Value for money 264
Particulars RankPrice Quality DesignComfort levelFabricRangeBrand Name Value for money
3
NOTE: - The response of the respondent has been weighted for their
ranks and the sum is calculated the weights being 1 rank – 8 points, 2nd
rank – 7 points and so on 8th rank – 1 point
Inferences: - as the above given not the weights given by the respondents
show that the respondents give more importance to the comfort level and
some for the design and all other parameters get clashed with each other
when it comes to influencing the respondents for the purchasing the
branded men formal wear.
9) Are you aware of retailer brands (in-house) ready made formal shirts in India
Yes [ ] No [ ]
Table - 16
S
Awareness Of The Retail BrandsRetailer
brandsNo of
RespondentsPercentage
Yes 64 64%
No 20 20%
Graph - 16
Inferences: - 64 of the respondents said they know the few retail brand
and the most popular retail brands like “STOP, STORI, BARE, etc.” only
20 respondents said they do not have the awareness of the retailer brands.
10) Are you aware of the manufacturer of the brand’s that you prefer\buy
Yes [ ] No [ ]
Table - 17
.
Graph - 18
Awareness Level of the Respondents towards Manufacturers of
the Branded GarmentsManufact
urer of the brands
No of Respondents
Yes 26
No 58
Inferences: - very few respondents where aware of the manufacturer
of their branded formal readymade wear. The most popular
manufacturer mentioned by the respondents was “RAYMOND’S,
MUAHARA GARMENTS”. And few got confused with shopper
stop as the manufacturer. Same with the case of the west side and
lifestyle.
LIMITATIONS OF THE STUDY
As the sample size is small compared to the total
population the outcome cannot be generalized.
The Qualitative responses are affected by the mental
framework of the respondent at the time of the interview and
hence only are approximate.
The study was done for a short period of time, which
might not hold true over a long period of time.
Findings
The age group 20 – 30 prefer for the branded ready-made garments.
Professional are focused on the branded ready made
garments
Respondents having income between 10,000 – 20,000 prefer
branded garments
Education is role, which helps to identity their preferring
with the research we can tell that post-graduates prefer the
branded garments.
With the help of the research we can see that more than 50%
of the sample like to purchase the branded garments
frequently i.e. within 6 months i.e. 38 respondents like to
purchase once in 3 months. 22 respondents like purchase
once in 6 months.
Comparing age group with frequency of purchase shows the
result that the age group between 20 – 30 like to purchase
more often (once in 3 months)
44 respondents have the moderate preference towards the
branded ready-made garments.
Only few respondents have the low preference towards
branded garments (10% of the sample)
Comparison of the monthly income and level of preference
shows that, out of 44 respondents who choose moderate
preference, 28 are of 10,000 – 20,000 income groups.
Reasons for having low preference shows that, 26
respondents said that they are highly priced, 2 said Lesser
Choice Of The Design & Colours
The research showed 84 respondents like branded garments
and other 16 were not interested about he branded garments
The awareness level of the various brands of branded formal
men wear showed that all are aware of the brands mentioned
The most influencing factor to the respondents was their
friend i.e. 22 respondents said as friends, 18 respondents said
that other family members influence them.
Between occupation of the respondents and the influencing
factors shows that more students are influenced by their
friends, whereas salaried by their colleagues
Before going for purchase most of respondents collect the
information of the brand through friends and magazines.
Most of the respondents like to go to factory outlets and
exclusive showrooms.
The factors influencing them to choose the brand was asked
as the question most of them said the comforts level is more
important than anything else.
64 respondents are awareness of retail brands the most
favorite brands are (stori, stop, bare).
Only few i.e. 26 are aware of the manufacture of their brands.
The most know manufacturer (Mudhra garments, Raymond’s
India ltd.).
SUGGESTIONS
With the help of the research we have seen that the age group
of 20 – 30 are more preferred towards the branded garments
so the companies should treat them as the major target
customers for their market
The companies should see that the awareness should be made
why because only professional’s and salaried people are
more aware of the branded garments
As majority of the respondents who prefer branded garments
are in income group of 10, 000 – 20,000 the companies
should concentrate the customer with lower and higher
income also
Companies should give good offers and promotional activity
and see that the people who are purchasing who are
purchasing once in 6 months can start purchasing more
frequently
Comparison with age and the frequency of purchase should
that only age group 20 – 30 purchase once in 3 months the
companies has an opportunity to increase their market share.
As lot of respondents says that the branded garments are
highly priced and some feel that they are Lesser Choice of
the Design & Colours. The companies can reduce the prices
of the formal wear and see that there are more colours for
choice and more design varieties
The companies must see that they give more and more
information of their products to the customers.
As above said that the respondents are more preferred by the
comfort level of the garments. The companies should see
they concentrate on the comfort level more
As most of the respondents like to purchase the branded
garments for the factory outlets and the exclusive showrooms
the companies should see that they open more and more of
factory outlets and exclusive showrooms in the major cities.
The retail manufacturers should see that the awareness level
should increases towards the retail brands
The manufactures of the branded garments should see the
awareness is bought to wards he manufacturer of the branded
garments men formal wear
Conclusion
The research above taken place studies the various aspects of the
customers before they purchase and after the purchase, what makes them
to purchase and who influences them to purchase the particular brand and
what is the level awareness of they people towards the branded ready-
made garments and what are they various reasons that makes the people
not to purchase the branded garments.
The findings and suggestions might help the branded garments
companies. Which the companies can take over the problem of the people
not purchasing the branded garments and study they influencing factors
which influence the customer purchase the particular brand and know
what the preferences of the customer and they can capitalize on them to
increase the market share.
Bibliography
Most of the updated and competitive information were gathered by
visiting the websites of the different airlines. The various sites are:
www.arvindmills.com
www.mudharagarments.com
www.raymondsindia.com
www.fashion2fabric.com
www.image&fashion.com
www.google.com
www.myiris.com
www.indiainfo.com
QuestionnairePersonal details:-
Name:-
Age: - < 20 [ ] 20 – 30 [ ] 30 – 40 [ ] 40 > [ ]
Profession:-
A) Student [ ] B) Salaried [ ] C) Professional [ ] D) Business class [ ]
E) Others please specify___________
Monthly Family Income:-
< 10,000 [ ] 10,000 – 20,000 [ ] 20,000 – 30,000 [ ]
Above 30,000 [ ]
Educational qualification:-
Graduate [ ] post-graduate [ ]
M.Phil \ PhD \ Post Doctorate [ ]
Marital status:-
Married [ ] un-married [ ]
1) How often do you purchase your clothing?
=> Once in 3 months => once in 6 months
=> Once in a year => occasionally
2) Please identify Your level of preference towards branded ready made garments
Very high [ ] High [ ]
Moderate [ ] low [ ] very low [ ]
It the answer for the above question is low/very low, go to question No – 3 otherwise go to question No – 4
3) Reasons for having low preference towards branded shirts(You can choose more than one reason)
A) Perfect fit not available B) Priced high C) Quality not up to the mark
D) Lesser choice of the design & colour
E) Restricted availability when compared to cloth availability
F) Other’s________________________________________________
4) Do you prefer branded formal shirts Yes [ ] No [ ] If yes, answer is no, please end the questionnaire
If no go to question No – 8
5) will you prefer different brands when you are buying plain and checks/stripes shirts
Yes [ ] No [ ]
If yes plain – preferred brand(s)\Strips (or) checks – preferred brand(s)
6) who influences you in your buying decisions of branded formal men wear
a) Wife [ ] b) other family members [ ] c) Friends [ ] d) colleagues [ ]
e) Others please specify__________ f) none [ ]
7) The brand’s that you are aware of
Preferred brand(s)
Plain Strips\checks
addidas Van Heusen lewis Peter England ExcaliburKoutonsIndigo NationNikeWranglerHuesPark Avenue West side
Various brands TickAddidas Van Heusen lewis Peter England ExcaliburKoutonsIndigo NationNikeWranglerHuesPark Avenue West side
8) Please identify the source(s) from which you normally collect\get the information regarding the branded men wear
T.V [ ] NEWS paper [ ]
Magazines [ ] Internet [ ]
Friends [ ]
9) Nature of the out let that you prefer for purchasing the branded men wear
Exclusive showrooms [ ]
Factory outlets [ ]
Other Retail out lets [ ]
10) Rank the following factors which influence you to choose the branded men wear
(Rank them between 1 to 8)
Particulars RankPrice Quality DesignComfort levelFabricRangeBrand Name Value for money
11) Are you aware of retailer brands (in-house) ready made formal shirts in India
Yes [ ] No [ ]
If yes please identify
a) ______________ b) ______________
c) ______________ d) ______________
12) Are you aware of the manufacturer of the brand’s that you prefer\buy
Yes [ ] No [ ]
If yes please identify
a) ______________ b) ______________
c) ______________ d) ______________.
the response of the respondent has been weighted for their ranks and the sum is calculated the weights being 1 rank – 8 points, 2nd rank – 7 points and so on 8th rank – 1 point