basavaraj-0366-identiti

8/12/2019 Basavaraj-0366-Identiti

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DISSERTATION PROJECTON

CONSUMER PERCEPTION TOWARDS IDENTITY BRAND in

BANGALORE

(With special reference to GLOBAL CLOTHING PVT LTD)

Submitted in partial fulfillment of the requirement for MBA

Degree of Bangalore University

B Y

BASAVARAJ M

R e g i s te r N u m b e r

03XQCM6017

Under the guidance of

Prof. SUMITRA SREENATH

M.P.Birla Institute of Management

Associate Bharatiya Vidya Bhavan

Bangalore-560001

2003-2005


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PART A


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A Preface to Marketing:

Peo p le need food , a i r , wa te r , c lo th ing and s h e l t e r fo r s u rv iva l . T hes e fo rm the i r mos t bas ic needs .

T he s a t i s fac t ion o f thes e n eeds fo rm the bas i s o f t rade .

In o lde r t imes thes e needs we re me t by the s ys tem of va lue be tween on e ano the r know n as ba r t e r

s ys tem. As human needs and wan t s inc reas ed newer p roduc t s and se r v i ces came i n t o be i ng . T h i s

d e v e l o p m e n t g a v e a l o t o f c h o i c e t o t h e c o n s u m e r t o m a k e h i s p u r c h a s e d e c i s i o n . T h u s c o m p a n i e s

s t a r t ed w oo i ng cus t omer s by mak i ng t he i r p r oduc t d i f f e r en t so a s t o ga i n no t i ce - ab i l i t y . T hus began

t h e c o n c e p t o f market ing.

Mar ke t i ng a s de f i ned by P h i l i p K o t l e r i s a soc i a l and manage r i a l p r oces s by w hi ch i nd i v i dua l s

a n d g r o u p s o b t a i n w h a t n e e d a n d w a n t t h r o u g h c r e a t i n g , o ff e r in g a n d e x c h a n g i n g p r o d u c t s o f v a l u e

w i t h o t he r s .

M arket:

A marke t con s i s ts o f a l l t he po ten t i a l cus tom ers s ha r ing a pa r t icu la r need o r w an t , who m igh t be

wi l l ing and ab le to engage in exchange to s a t i s fy tha t need o r wan t . I t c an a l s o be de f ined a s

" Ind iv idua l s and Organ iza t ions wi th purchas ing pow er , des ire and an au t ho r i ty t o buy p r odu c t s " .

Consumers Behavior and Research

T h e m o d e r n m a r k e t i n g c o n c e p t b e g a n w i t h f i r m s p r o d u c i n g o n l y t h o s e g o o d s w h i c h t h econs um ers wan ted . T hus began the fi e ld o f Co ns um er Behav io r . T o unde rs tand marke t ing , one mus t

unde rs tand buye r behav io r . Marke t ing succes s o r f a i lu r e depend s on i nd i v i dua l s l and g r oup r eac t i ons

expr es sed i n t he form of buying pa t t e rns .

I n o r d e r t o u n d e r t a k e t h e m a r k e t i n g p r o g r a m a m o n g s e g m e n t s o n e m u s t f i n d o u t a s t o w h o

i n fl u e n c e t h e b u y i n g d e c i s io n s , w h o m a k e s t h e b u y i n g d e c i s io n s , w h o m a k e s t h e a c t u a l p u r c h a s e a n d

w ho f i na l l y uses t he p r oduc t . I t may be s t a t ed t ha t i n t he p r oces s o f buy i ng , d i f f e r en t i nd i v i dua l s may

be i nvo l ved o r on l y one member may do a l l t he f ou r t a sks o r t he use r o f t he p r oduc t may be I n i t i a t o r ,

I n f lu e n c e , D e c i d e r a n d P u r c h a s e r r e s p e c ti v e l y . C o n s u m e r b e h a v i o r i s t h e b e h a v i o r t h a t a c o n s u m e r

d i sp l ays i n s ea r ch i ng f o r pu r chas i ng , u s i ng and eva l ua t i ng p r oduc t s , s e r v i ces and i deas w h i ch t hey

expect wi l l sa t i s fy thei r needs .

A c c o r d i n g t o W E B S T E R , B u y e r b e h a v i o r i s a l l p s y c h o l o g i c a l , s o c i a l a n d p h y s i c a l b e h a v i o r o f

p o t e n t ia l c u s t o m e r a s t h e y b e c o m e a w a r e o f , e v a lu a t e , p u r c h a s e , c o n s u m e a n d t e l l o th e r p e o p l e a b o u t

p r o d u c t s a n d s e r v i c e s . B u y e r b e h a v i o r m a y b e v i e w e d a s a n o r d e r l y p r o c e s s t h e r e b y t h e i n d iv i d u a l


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i n t e r ac t s w i t h h i s env i r onment f o r t he pu r pose o f mak i ng mar ke t dec i s i ons on p r oduc t s and s e r v i ces .

T he ch i e f cha r ac t e r i st i c s o f buye r s a r e :

( 1 ) I t cons i s t s o f men t a l and phys i ca l ac t i v i t i e s , w h i ch consumer s unde r t ake t o acqu i r e goods and

se r v i ces and ob t a i n s a t i s f ac t i on f r om t hem.

(2 ) I t inc ludes bo th obs e rvab le phys ica l ac t iv it i e s such a s w a lk ing th rough the m arke t to exam ine the

goods and make purchas es . And i t a l s o inc ludes men ta l ac t iv i ty s uch a s fo rming a t t i tudes ,

pe rce iv ing adve r t i s ing m a te r i a ls and l ea rn ing to p re fe r pa r t i cu la r b rands .

(3 ) Cons umer behav io r i s ve ry complex and dynamic . And the re fo re , management needs to ad jus t

wi th the change o the rwis e they m igh t loos e the ir marke t s ha re .

(4 ) T he ind iv idua l s behav io r in the m arke t p lace i s a f fec ted by in te rna l fac to rs l ike needs , mo t ives ,

pe rcep t ion and a t t i tudes . T he behav io r i s a l s o a f fec ted by ex te rna l fac to rs s uch a s fa m i ly , s oc ia l

g roup s , cu l tu re , econo m ic and bus ines s in f luences .

Buying behav io r i s de te rmined by fac to rs , wh ich a re re l a t ed to behav io ra l s c iences l ike

ps ycho logy , economy, s oc io logy and an th ropo logy . T he ind iv idua l cons umer can be though t o f a s

em bedded in the cen te r o f a se r i e s o f in f luences f rom o the r peop le and non in te rac t ive in f luences o f

s oc ia l c l a s s, r e fe rence g roups an d culture.

In rea l i ty , the p rob lem i s fa r more complex . Cons umers and p roduce rs have no d i rec t con tac t ,

the cons umer i s moving away f rom the p roduce r i s o la ted by cu l tu ra l , s oc ia l , phys ica l l and po l i t i ca l

ba r r i e r s . Fur the r , cons umer p re fe rences va ry e x t en s i v el y i n to d a y ' s d y n a m i c m a r k et .

Major factors influencing Consumer Behavior:

1. Cultural Factors

a ) Cu l tu re

b) Sub cu l tu re

c ) Soc ia l c l a s s

2. Social factor

a) Reference group

b) Family

c) Roles and status symbols


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3. Personal Factors

a ) A ge and l i f e cyc l e s t age

b ) O ccu p a t io n

c) Economic circumstances

d) L i f e s t y l e

e) Personal i ty and self concepts .

4. Psychological Factors

a) M otivation

b) Percept ion

c) Learning

d) B e l ie fs and a t t i tudes .

DETERMINANTS OR FACTORS INFLUENCING CONSUMER BEHAVIOUR:

Consumers do not make purchase decis ions in a Vacuum. Their buying behavior is influenced

by cul tural , social , personal and psychological determinants /factors . Most of these factors are

' u n c o nt ro l la b le ' a n d b e y o n d t hehands o f t he mar ke t e r , how eve r , t hey have t o be cons i de r ed w hi l e

t r y ing t o unde r s t and t he compl ex bu ye r behav i o r .

CONSUMER BEHAVIOUR

(A ) C u l tu ra l F a c to rs

C u l t u r a l fa c t o r s h a v e t h e d e e p e s t i n f lu e n c e o n c o n s u m e r b e h a v i o r .

Culture i s th e m o s t b a s ic f u n d a m e n t a l d e t e r m i n a n t o f a p e r s o n ' s w a n t s a n d b e h a v i o r . R i g h t f ro m

t he t i me o f h i s b i r t h , a ch i l d g r ow s up i n a soc i e t y l ea r n i ng a certain set of values, perceptions,

preferences , behavior and customs, through a process of social izat ion involving the fam ily and the

other key ins t i tu t ions . Today, we can see that a lo t importance/value is g iven to success and

achievement , eff iciency, pragmatism, m aterial comfort , individual ism, freedo m, etc . A ll these wil l

have a bea r i ng on a ch i l d g r ow i ng u p and w i ll a l so be s een i n h i s buy i ng beh av i o r .


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For example : A young co l l ege go ing t eenage r , i s cu r ren t ly in te re s ted in f ind ing a new l e i su r e

t i me ac t i v i t y / hobby w hi ch may be use f u l t o h i m i n t he f u t u r e a l so . T h i s need has l ed h i m t o t he

p u r c h a s e o f a c a m e r a a n d t a k i n g u p p h o t o g r a p h y a s a h o b b y . H o w e v e r , th e r e a r e m a n y c h a r a c t e r is t ic s

i n t h e b a c k g r o u n d , w h i c h i n f l u e n c e h i s p u r c h a s e d e c i s i o n . T h e y o u n g b o y h a s b e e n r a i s e d i n a

s o c i e ty , w h e r e m o d e r n t e c h n o l o g y h a s h e l p e d i n t h e d e v e l o p m e n t o f s m a l l, c o m p a c t , ea s y t o o p e r a t e

c a m e r a s . T h e y o u n g b o y f e e l s c o m f o r t a b l e t o o p e r a t e s u c h c a m e r a s a n d t h e s o c i e t y a l s o a c c e p t s

pho t ogr aph y a s a le i su r e t im e ac t i v it y .Marke te rs a re a lways t ry ing to s ee i f the re i s a cu l tu ra l s h i f t and deve lop p roduc t s accord ing ly .

Som e o f the p rom inen t cu l tu ra l s h i f t s today a re :

L e i s u r e t i m e Most o f t he coup l e s a r e w or k i ng and hence s eek i ng mor e w ays t o i nc r ease l e i su r e t i me t o spend on

ho l i day i ng and spor t s . T hey a r e i n t e r e s t ed i n t he pu r chase ; o f t ime s av ing home app l i ances and

s e rv ices like was h ing ma ch ines , ovens , hotels / resor ts , vacuum cleaners , e tc .H ea l t h consc i ous : P eop l e a r e becom i ng hea l t h consc i ous and a r e ge t t i ng i nvo l ved i n ac t i v i t ie s such

as exe r c i s e s , jogg i ng , yoga , ea t i ng l igh t e r and m or e natural food.In f ormal i t y

P eop l e a r e adap t i ng a mor e r e l axed and i n f o r ma l l i f e s t y l e . T h i s can be s een i n t he i r cho i ce o f

c l o t h i ng , f u r n i sh ing and en t e r t a i n ing .

S u b c u l t u r e

E ach cu l t u r e w i l l con t a i n sma l l e r g r oups o f subcu l t u r e t ha t p r ov i de mor e spec i f i c i den t i f i ca t i on

and soc i a l i za t i on f o r i t s member s . I n o t he r w or ds , t o s egmen t l a r ge r soc i e t i e s i n t o sma l l e r sub

g r o u p s ( s u b c u l t u r e s ) th o s e a r e h o m o g e n e o u s i n r e l a ti o n t o c e r t a in c u s t o m s a n d w a y s o f b e h a v i o r .

T hese sub cu l t u r a l d i v i s i ons a r e ce r t a i n soc i a l cu l t u r a l and demogr aph i c va r i ab l e s l i ke na t i ona l i t y ,

r e l i g i on , geogr aph i c l oca l i t y , c a s t e , age , s ex , e t c . E ach subcu l t u r e may have ce r t a i n d i s t i nc t t a s t e s ,

preferences and ev en l i fe s tyles.I n t h e ab o v e e x a m p l e , t h e y o u n g b o y ' s i n te r e s t i n v a ri o u s g o o d s m a y b e t h e in f l u e n c e o f h is

r e l i g i on , ca s t e and geogr aph i ca l backgr ound . T hese f ac t o r s w i l l i n f l uence h i s f ood p r e f e r ences ,

c l o t h i ng cho i ces and r ec r ea t i on ac t i v i t i e s . H i s subcu l t u r e ( age , s ex , e t c . ) may be a t t ach i ng d i f f e r en t

mean i ngs t o p i c t u r e t ak i ng l and t h i s cou l d i n f l uence h i s i n t e r e s t . H i s subcu l t u r e i den t i f i ca t i ons may

i n f l uence h i s interest in cam eras.


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Soc ia l Class

S oc i a l c l a s s may t ake t he f o r m o f a ca s t e sys t em w her e t he member s o f d i f f e r en t ca s t e s a r e r ea r ed

f o r ce r t a i n r o l e s and canno t change t he i r ca s t e member sh i p . S oc i a l c l a s s a l so i n f l uences buy i ng

behav i o r . S oc i a l c l a s se s show d i s t i nc t p r oduc t and b r and p r e f e r ences i n pu r chase dec i s i ons r e l a t ed t o

c l o t h i ng ad j ew e l l e r y , l e i su r e ac t i v i t y and au t omobi l e s . H i ghe r soc i a l c l a s s cus t omer s may p r e f e r t o

pur chase c l o t hes and t oys f o r t he i r ch i l d r en f r om K emp F or t a t B anga l o r e , w he r eas l ow er soc i a l c l a s s

cus t omer s may p r e f e r t o shop a t sma l l r e t a i l ou t l e t s . T he soc i a l c l a s se s a l so d i f f e r i n t he i r med i a

e x p o s u r e , w i t h h i g h e r s o c i al c l a ss c o n s u m e r s h a v i n g g r e a t e r e x p o s u r e t o m a g a z i n e s a n d n e w s p a p e r s .

W h e n l o w e r c l a s s c o n s u m e r s r e a d m a g a z i n e s , t h e y t e n d t o b e - r o m a n c e a n d m o v i e / f i l m m a g a z i n e s .

T hu s t he mar ke t i ng man age r m us t des i gn an adve r t is i ng l ayou t su i t ab l e to t he t a r ge t soc i a l c l a s s .

T h e y o u n g b o y m a y h a v e c o m e f r o m a h i g h e r s o c i a l c l a s s b a c k g r o u n d , a n d h i s f a m i l y m a yp r o b a b l y o w n a n e x p e n s i v e c a m e r a . T h e i d e a o f p u r c h a s i n g a s m a l l co m p a c t c a m e r a m a y a l s o b e i n

l i ne w i t h w ha t h i s f r i ends a l r eady have , w i t h a h i ghe r soc i a l backgr ound . S oc i a l c l a s s i s a ve r y

i mpo r t an t f ac t o r i n f luenc i n g t he buy i ng mo t ive beh i nd consum er behav i o r .(B) SOCIAL FACTOR

A cons um er ' s behav ior i s a ls o in f luenced by s oc ia l fac to rs , s uch a s the c o n s u m e r' s r ef er e nc e

gr oups , f am i l y and soc i a l r o le and s t a t us .R e f e r e n c e g r o u p

A p e r s o n ' s r e f e r en c e g r o u p s a r e t h o s e g r o u p s t h a t h a v e a d i r e c t (f a c e t o f a c e ) o r i n d ir e c t in f l u e n c e

o n th e p e rs o n' s a tt i t udes o r behav i o r . G r oups hav i ng d i r ec t i n f l uence on a pe r son cou l d compr i se o f

p e o p l e w i t h w h o m t h e p e r s o n i n t er a c ts o n a con t inuous b as i s , s uch a s fam i ly , fr i ends , ne ighbors and

co l l eagues . Somet imes a pe r son m ay a l so be d i r ec t ly i n f l uenced by som e soc i a l o r gan i za t i ons such a s

r e l i g i ous o r gan i za t i ons , p r o f e s s i ona l a s soc i a t i ons and t r ade un i ons . A nd , some t i mes consumer s a r e

a l so i n fl uenced by g r oups t o w h i ch t hey do no t be l ong ( a sp i r a t ion gr oup) o r a ( non- as soc i a t i ve ) g r oup

w h o s e v a l u e s o r b e h a v i o r a n i n d i v i d u a l r e je c t s .A r e f e r e n c e g r o u p c a n i n f l u e n c e t h e c o n s u m e r b y i n t r o d u c i n g h i m / h e r t o n e w l i f e s t y l e s b y

i n f lu e n c i n g t h e p e r s o n ' s a t t it u d e s a n d s e l f c o n c e p t b e c a u s e h e / s h e n o r m a l l y d e s ir e s t o " f it i n " .

F ur t he r , t he g r oup a l so c r ea t e s p r e s su r e s f o r conf o r mi t y t o g r oup a t t i t udes and behav i o r t ha t may

a f f e c t t h e p e r so n ' s a c tu a l p r o d u c t /b r a n dchoice.


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E ach g r oup a l so has an "op i n i on l eade r " . T he m ar ke t e r t ri e s to i n f luence t he r e l evan t consum er s by

d i r ec t ing m essages a t t he op i n i on l eade r s by i den t i f y i ng ce r t a i n pe r sona l cha r ac t e r i s ti c s a s soc i a t ed

w i t h op i n i on l eade r sh i p . T he mor e cohes i ve t he g r oup , t he mor e e f f ec t i ve i t s communi ca t i on p r oces s

and h i ghe r t he pe r son e s t eems i t , t he mo r e in f l uen t i a l i t w i ll be in shap i ng t he pe r son ' s p r oduc t and

b r a n d p r e fe r e n c e . T h e y o u n g b o y ' s d e c i si o n t o b u y a c a m e r a a n d h is b r a n d c h o i c e m a y b e s t ro n g l y

i n f l uenced by some o f h i s g r oups . F r i ends , w ho be l ong t o t he gym he goes t o exe r c i s e da i l y , may

i n f lu e n c e h i m t o b u y a g o o d c a m e r a .

Family

M e m b e r s o f th e b u y e r ' s f a m i l y c a n e x e rc i s e a st ro n g i n f l u e n c e o n t h e b u y e r b e h a v i o r. M a r k e t e r s

a r e i n t e r e s t ed i n t he r o l e s and r e l a t i ve i n f l uence o f t he husband , w i f e , ch i l d r en and pa r en t s on t he

pur chase o f a l a r ge va r i e t y o f p r oduc t s and s e rv ices . T he marke te r i s in te re s ted in knowing which

member norma l ly has the g rea te r in f luence on the purchas e o f a pa r t i cu la r p roduc t o r s e rv ice . In a

nuc lea r fami ly , the hus band i s more dominan t , s ome t imes the wi fe i s more dominan t o r they have

equa l in f luence . T he fo l low ing obs e rva t ion has been m ade in mos t o f the cases.

Category Produc t s

H u s b a n d d o m i n a n t : A u t o m o b i l e s . T . V . C o m p u t e r ( P .C ) po l i c i e s

W i f e d o m i n a n t : W a s h i n g m a c h i n e s , k i tc h e n a p p l ia n c e s , h o m e a p p l i a n c e s

E qu a l pa r t i c ipa t ion : Ho us ing , rec rea t ion ac t iv i t ie s , ou t s ide en te r t a inm ent .

At the s ame t ime , the dominance o f a fami ly member va r i e s fo r d i f fe ren t s ub dec i s ions

wi th in a p roduc t ca tegory . For exam ple , if a coup le a re p lann ing to p u r c h a s e a a n a u t o m o b i l e , t h e

d e c i s i o n r e l a t e d t o " w h e n t o b u y " m a y b e p r i m a r i l y m a d e b y t h e h u s b a n d b u t r e g a r d i n g " w h a t

c o l o r o f y e a r t o b u y " m a y b e a j o i n t decis ion .So i t i s the re s pons ib i l i ty o f the marke te r to deve lop a m arke t ing com m unica t ion , which m a y b e

d i r ec t ed d i f f e r en t ly a t t he pa r t icu l a r i n f l uenc i ng p e r sona l i t y a t t he va r i ous s t ages o f t he buy i ng p r oces s .


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R o l e a n d S t a t u s

A pe rs on i s a member o f many g roups - fami ly , c lubs , o rgan iza t ions , e t c . , and the p e r s on ' s

p o s i t i o n i n e a c h g r o u p c a n b e d e f i n e d i n t e rm s o f r o l e a n d s t a tu s .

S a y f o r e x a m p l e : M r s . M e h t a i s a s e n i o r m a r k e t i n g e x e c u t i v e i n a f i r m a n d s h e i s p l a n n i n g t o

p u rc h as e a ' m i c ro w a v e o v e n1 . W i t h h e r p a r e n t s , M r s . M e h t a p l a y s t h e r o l e o f a d a u g h t e r , i n h e r

f a m i l y , s h e p l a y s th e r o l e o f a w i f e a n d m o t h e r a n d i n h e r c o m p a n y , a n d s h e p l a y s th e r o l e o f a s e n i o r

m a r k e t i n g e x e c u t i v e . A r o l e c o n s i s t s o f t h e a c t i v i t i e s t h a t a p e r s o n i s e x p e c t e d t o p e r f o r m a c c o r d i n g

t o t h e p e r s o n s a r o u n d t h e m . E a c h o f M r s . M e h t a ' s r o l es w i ll in f l u e n c e s o m e o f h e r b u y i n g b e h a v i o r.

E a c h H o l e w i l l r e f l e c t a s t a t u s a c c o r d e d t o t h e r o l e b y t h e s o c i e t y . T h e r o l e o f a s e n i o r , m a r k e t i n g

e x e c u t i v e h a s m o r e s t a t u s i n t h e s o c i e t y t h a n t h e r o l e o f a d a u g h t e r . S o , as a s en io r , marke t ing

execu t ive , Mrs . M ehta wi l l buy the k ind o f c lo thes tha t adds d ign i ty to he r ro le and s t a tus . Bu t in the

ro le o f a daugh te r , wi fe o r mothe r , Mrs . M e h t a m a y p r e f e r t o w e a r i n f o r m a l c l o t h e s . P e o p l e o f t e n

c h o o s e p r o d u c t s t o c o m m u n i c a t e t h e i r s t a t u s i n s o c i e t y .

C) PERSONAL FACTORS

A c o n s u m e r ' s p u r c h a s e d e c i s io n s a r e a ls o i n f lu e n c e d b y p e r s o n a l c h a ra c t e ri s ti c s n a m e l y t h e b u y e r s

a g e a n d s t a g e o f l i f e c y c l e , o c c u p a t i o n , e c o n o m i c c i r c u m s t a n c e s , l i f e s t y l e , p e r s o n a l i t y a n d s e l f

c o n c e p t .A g e a n d s t a g e o f l i f e c y c l e

P e o p l e ' s c h o i c e o f g o o d s a n d s e r v i c es c h a n g e s o v e r t h e ir li f e ti m e . T h i s c h a n g e c a n b e o b s e r v e d

r i g h t f r o m c h i l d h o o d t o m a t u r i t y e s p e c i a l l y i n t a s t e a n d p r e f e r e n c e s r e l a t e d t o c l o t h e s , f u r n i t u r e a n d

r e c r e a t i o n a c t i v i t i e s .T h e s t a g e s o f l i f e c y c l e c a n b e s a i d t o b e a p s y c h o l o g i c a l f e e l i n g o f a c e r t a i n t r a n s f o r m a t i o n ,

t a k i n g p l a c e a s t h e y g o t h r o u g h l i f e , a n d e x p e r i e n c i n g s u d d e n c h a n g e s , i n t h e c o n s u m p t i o n p a t t e r n .F o r e x a m p l e , in t h e c a s e o f M r s . M e h t a , a s a s a ti s fi e d w i fe a n d S r . m a r k e t in g e x e c u t i v e , s h e m a y b e

m o v i n g t o b e a n u n s a ti s fi e d p e r s o n se a r c h i n g fo r a n e w h o b b y c o o k i n g . T o o m u c h d e p e n d e n c e o n t h e

' c o o k 'a n d b e i n g s e r v e d t h e s a m e t y p e o f f o o d d a i l y m a y h a v e p r o m p t e d h e r t o t r y a n e w w a y o f

f u l f i l l i n g h e r s e l f . T h u s m a r k e t e r s w i l l a l w a y s l o o k o u t f o r c h a n g i n g c o n s u m p t i o n i n t e r e s t s t h a t c o u l d

b e r e l a t e d t o t h e s t a g e o f l i f e c y c l e .


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Occupa t i on

A p e r s o n ' s o c c u p a t io n h a s a d i r e c t e ff e c t o n h i s c h o ic e o f g o o d s a n d s e r v i c es . A c l e r k w i l l

p u r c h a s e p r o d u c t s w h i c h a r e e c o n o m i c a l a n d n o t b u r n h i s p o c k e t w i l l b e i n t e re s t e d i n t h e ir p r o d u c t s

a n d w o r k o u t m a r k e t in g s t r a te g i e s t o c o m m u n i c a t e a b o u t t h e ir p r o d u c t s a n d s e r v i c e t o the re l evan t

occupa t iona l g roup and ind uce a pos i t ive buy ing mot ive in the par t icular consumer .

Economic circumstances

A p e r s o n ' s e c o n o m i c c i r c u m s t a n c e s c o n s is t o f h is / h e r d i s p o s a b le i n c o m e ( a m o u n t ,s t ab i l it y an d

t i me pa t t e r n ) s av i ngs and a s se t s ( l i qu i d , movab l e and i mmovab l e ) ab i l i t y t o bo r r ow and a t t i t ude

t o w a r d s s p e n d i n g v e r s u s s a v i n g .

I n o t h e r w o r d s , i n co m e , s a v in g s , c r e d it a n d a s s e t s ar e t h e e le m e n t s o f a p e r s o n ' spurchas ing

pow er . Ho we ver , th i s mus t be backed b y the wi l l ingnes s to buy . Wi th inc reas e in pe r cap i t a incom e

and improved s t anda rd o f l iv ing , a wi l l ingnes s on the pa r t o f the cons umer to purchas e p roduc t s ,

wh ich ind ica te soph i s t i ca t ion , has been no t i ced . So , the m arke te r has to do p rope r m arke t ing and has

to do p rope r marke t ana lys i s and re s ea rch and p roduce , p r i ce and p romote the i r p roduc t s and

s e rv ices , s o a s to mot iva te peop le to purchas e the s ame .

Life Style

A pe rs on ' s l if e s ty le re fe rs to the pe rs on ' s pa t t e rn o f l iv ing expres s ed th rough h i s /he r ac t iv i ti e s ,

in te re s ts and op in ions " (Als o re fe r red to a AIOS )

L i fe s ty le o f a pe rs on conveys mo re than the pe rs on ' ss oc ia l c la s s o r pe rs ona l ity a lone . Kn ow ing

a p e r s o n ' s s o c i a l cl a ss w i l l h e l p in i n f e r ri n g a b o u t w h a t t h e p e r s o n ' s b e h a v i o r i s li k e ly t o b e .

However , i f one fa i l s to s ee h im/he r a s an ind iv idua l , s imi la r pe rs ona l i ty wi l l i nd ica te ce r t a in

ps ycho log ica l cha rac te r is t i c s abou t the ind iv idua l bu t no t th row mu ch l igh t on the pe rs on ' s in te re s t ,

op in ions o r ac t iv i ti e s . An unde rs tand ing o f a pe rs on ' s l if e s ty le w i l l he lp in g iv ing a p ro f i le o f a

w h o le p er so n ' spa t t e r n o f l i v ing an d i n t e r ac t i ng w i t h t he w or l d .

T hus , the marke t ing manage r wi l l have to work ou t a marke t ing s t ra t egy which wi l l i nd ica te a

re la t ions h ip be tw een a p roduc t b rand an d l i fe sty le o f the p roduc t us e r . A dve r t i s ing manage rs work

ou t l ayou t th rough s to ry boa rd wh ich wi l l be s ym bol ic to l i fe s t y l e o f t he t a r ge t m ar ke t .

Personality and self concept


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E ach pe r son has go t a d i s t i nc t i ve pe r sona l i t y w h i ch w i l l i n f l uence h i s / he r buy i ng behav i o r .

P e r s o n a l it y m a y b e d e f i n e d a s t h e p e r s o n ' s d i s t in g u i s h i n g p s y c h o l o g i c a l c h a r a c te r i st ic s t h a t l e a d t o

r e l a t i ve l y cons i s t en t and endur i ng r e sponses t o h i s / he r ow n env i r onment " .Pers ona l i ty can be us ed to ana lyze cons umer behav io r becaus e marke te rs have s een tha t the re

ex i s t s a co - re la t ion be tween pe rs ona l i ty types and p rodu c t /b rand cho ices . Som e o f the t ra i ts us ed to

d e s c r ib e a p e r s o n ' s p e r s o n a li ty a r e : s e l f - c o n f id e n c e , d o m i n a n c e , a g g r e s s i v e n e s s, d e f e n s i v e n e s s,

a c h i e v e m e n t , deference e tc .

W hi le on pe rs ona l i ty , s e l f concep t is a re l a ted t e rm; i t r e fe rs to the pe rs on ' s Imag e o f h ims e l f o r

s e l f - image . E ach pe rs on ca r r i e s a s e l f - image o f h im/he r and wi l l pu rchas e goods o r s e rv ices tha t

ma tch the s e l f - image . I f Mrs . Mehta may s ee he rs e l f a s a s e l f conf iden t , s oc iab le and ach ievement

o r i en t e d w o m a n , s h e w i l l fa v o r th e p u r c h a s e o f a ' m i c r o w a v e o v e n1 t he br and w hi ch w i l l ma t ch he r

se l f i mage .D) PSYCHOLOGICAL FACTORS

T he fo ur ps ycho log ica l fac to rs a re m ot iva t ion , pe rcep t ion , l ea rn ing and be l i e f s and a t t i tudes .M ot i va t ion can be s a i d t o be t he i nne r d r i ve t ha t i s su f fi c i en tl y p r e s s i ng and d i rec t s the pe rs ons to s eek

s a t i sfac t ion o f the need . Sa t i s fac tion o f the n eed redu ces the fe l t t ens ion .Percep t ion i s the p roces s o f s e lec t ing , o rgan iz ing an d in te rp re t ing o r a t t ach ing mean ing to even t s

h a p p e n i n g i n e n v i r o n m e n t .L e a r n i n g d e s c r i b e s c h a n g e s i n a n i n d i v i d u a l ' s b e h av i o r a r is i n g f r o m e x p e r i en c e . M o s t h u m a n

b e h a v i o r i s l ea r n e d . L e a r n i n g t h e o r i s ts s a y t h a t a p e r s o n ' s l e a r n in g i s p r o d u c e d t h r o u g h t h e i n t e rp l a y

of d r i ves , s t i m ul i , cues , r e sponses and r e i n f o rcemen t .Belief and attitudes

A be l i e f i s a though t tha t a pe rs ons ho lds abou t s ome th ing . Peop le ac t based on t he i r be l i e f s .

T hese b e l i e fs he l p i n bu i l d ing up p r oduc t and b r an d images.A n a t ti t u d e c a n b e s a i d t o b e a p e r s o n ' s e n d u r i n g , f a v o r a b le o r u n f a v o r a b l e c o g n i t iv e e v a l u a t io n ,

emot iona l fee l ings and ac t ion t endenc ie s t ow ar ds some ob j ec t o r i dea ( S our ce : I nd i v i dua l i n soc i e t y

b y D a v i d K r e c h , R i c h a r d S . C r u t c h f ie l d a n d E g e r t o n C . B a l l a c h e y )


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Consumer Research

Consumer r esea r ch i s the s e t o f me thods to iden t i f y the above needs . I t i s a l so used to iden t i f y

and loca te ap pr opr ia te t a rge t mar ke t s an d to l ea r n the i r me d ia h a b i t .I t is used to iden t i f y bo th f e l t and unf e l t ( l a ten t ) needs to l ea r n how consum er s pe r ce ive pr oduc ts

and br ands , w ha t the i r a t ti tudes a r e be f or e and a f te r the pur chase . Consum er s r e sea rch i s r e levant to

each va r iab le in the m a r k e t i n g m i x .Product, Price, Promotion and Distribution I t he lps the consum er in measu r ing the pr oduc t

or s e r v ice by d i scover ing which a t t r ibu tes a r e mos t impor tan t to the t a r ge t mar ke t and in tegr a t ing

them in to the pr oduc t , consumer r esea r ch ing a l so as s i s t s the mar ke te r in e s tab l i sh ing p r ices tha t the

c o n s u m e r s w o u l d b e w i l li n g t o p a y .Consumer r esea r ch i s used to de te r mine pe r suas ive pr omot iona l appea l s and to iden t i f y

appr opr ia te med ia choices to r each se lec ted ta r ge t m ar ke t s . It iden t i fi e s the r e ta i l ou t le t and pr ov ides

the bas is for an ef fect ive dis tr ibut ion strategy.Market Segmentation

Mar ke t Segmenta t ion i s the f i r s t s t ep in a deve lopment o f a succes s f u l mar ke t ing s t r a tegy .

M ar ke t s egmenta t ion i s de f ined as the pr oces s o f d iv id ing a po ten t ia l mar ke t in to d i s t inc t subse t s o f

consum er s wi th comm on needs or cha r ac te r i s ti c s and se lec ting one or mor e segm ents to t ar ge t wi th

a dis t inct m a r k e t i n g m i x .The Various Types of segmentation are:

1. Geogr aphic s egmenta t ion 2. D emo gr aphic s egmen ta t ion 3 . G e o - d e m o g r a p h i c s e g m e n t a t io n 4 . P s y c h o l o g i c a l s e g m e n t a t i o n /p s y c h o g r a p h i c5. Soc io - cu l tu r a l s egmenta t ion 6. User behavior s egmen ta t ion7. Benef i t segmentat ion


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Geographic Segmentation:G eogr aph i c l oca t i on i s t he usua l and popu l a r bas i s f o r mar ke t s egmen t a t i on D i s t i nc t i on be t w een

ur ban & r u r a l mar ke t s i s s t i ll o f g r ea t i mpo r t ance i n I nd i a . T he r e i s f u r t he r D i s t i nc t i on a s c i t y f ami l i e s

and subur ban f ami l i e s . U r ban popu l a t i on has t he cha r ac t e r i s t i c s o f be t t e r educa t i on , h i ghe r i ncomes

& gr ea t e r mob i l i t y u r ban peop l e a r e i nnova t i ve . T h i s geogr aph i c s egment a t i on ca l l s f o r d i v i d i ng t he

m a r k e t in to different geographic uni ts such as nat ions , s ta tes , regions , countr ies , c i t ies or

neighborhood.

Demographic segmentation:

D emogr aphy r e f e r s t o t he v i t a l and measur ab l e s t a t i s t i c s o f a popu l a t i on . D emogr aph i c he l ps t o

l oca t e a t a r ge t mar ke t w h i l e psycho l og i ca l and soc i o - cu l t u r a l cha r ac t e r i s t i c s he l p desc r i be w ho i t s

m e m b e r s ar e - h o w t h e y t h i n k a n d h o w t h e y fee l .

D emogr aph i c i n f o r ma t i on i s t he mos t ea s i l y acces s i b l e and cos t e f f ec t i ve w ay t o i den t i f y a t a r ge t

mar ke t .

T h e m o s t c o m m o n l y u s e d d e m o g r a p h i c v a r ia b l e s, w h i c h h a s a l so b e e n u s e d i n t h i s s tu d y , a r e:

1. Age

2. Sex

3. Income

4. Marital status

5. Occupation

6. Educational background.

Psychological Segmentation/psychographic

Ps ycho graph ic s egm enta t ion , buye rs a re d iv ided in to d i f fe ren t g roups on the bas i s o f s oc ia l c l a s s,

l i fe s tyle and personal i ty characteris t ics .

Social Class:

Soc ia l c l a s s e s a re re la t ive ly pe rman en t hom ogene ous d iv i s ions in the s oc ie ty . E ach s oc ia l c l a s s

ind ica te s s imi la r l i fe - s ty le s , va lues , in te re s t s & behav io rs . T he re a re a t l ea s t th ree s oc ia l c l a s s e s

name ly , uppe r c l a s s , midd le c l a s s and lower c l a s s in eve ry s oc ie ty . I t i s bas ed our income ,

occupa t ion , educa t ion and p lace o f re s idence . Soc ia l c l a ss has a s trong in f luence on the pe rs on ' s


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pre fe rence in ca rs , c lo th ing , read ing hab i t s & s o our . Many compan ie s des ign p roduc t s and fo r

services for spec if ic socia l c lasses .Life style:

L i fe s ty le concep t i s a ls o cons ide red a s ano the r impor tan t va r i ab le de te rmin ing b uye r behav io r .

L i fe s ty le re f l ec t s the ove ra l l manne r in which pe rs ons and s pend t ime & money i t i s a behav io r

concep t w hich enab le s to g roup and p red ic t buye r behav io r L i fe S ty le concep t i s an in te r d i s -am ply

approach in ro t t ing s oc io logy , cu l tu re Ps ycho logy and dem ograph y . L i fe s ty le concep t a s a bas i s fo r

s egm enta t ion i s qu i t e rea s onab le and des i rab le . Bu t th i s concep t has l i t t le operat ional ut i l i ty .Personality:

Pers ona l i ty t e s t s a t t empt to meas ure s uch cha rac te r i s t i c s a s dominance , aggres s ivenes s ,

ob jec t iv i ty , ach ievement mot iva t ion e tc . , wh ich may in f luence buye r s behav io rs . Pe rs ona l i ty

va r i ab le s a re c los es to exp la in the rea s ons wh y peop l e buy .

Social-Cultural segmentation:

Soc io -cu l tu ra l va r i ab le s p rov ide fu r the r bas es fo r marke t s egmenta t ion . C o n s u m e r m a r k e t s h a v e

been subd i v i ded i n t o s egment s on t he bas i s o f f ami l y l i f e cyc l e , soc i a l c l a s s , cu l t u r e , and subcu l t u r e

a n d c r o s s c u l t u r e .Family life cycle:

Segm enta t ion i s bas ed on the a s s ump t ions tha t many fam i l ie s pas s th rough s imi la r phas es in the i r

fo rma t ion , g rowth & f ina l d i s s o lu t ion . At each phas e the fami ly un i t needs d i f fe ren t p roduc t s .

Fami ly l i fe cyc le inc ludes re l a t ive age , income and employment s t a tus . I t a l s o inc ludes mora l &

fami ly s t a tus .Soc ia l Class :

T he concep t o f soc i a l c l a s s i mpl i e s a h i e r a r chy i n w h i ch i nd i v i dua l s i n t he s ame c l a s s gene r a l l y

h a v e t h e s a m e d e g r e e o f s t a tu s w h i le m e m b e r s o f o t h e r c l a s s e s h a v e e i th e r h i g h e r o r l o w e r s t a t u s .Culture, Sub culture and cross culture:

Some marke te rs have found i t u s e fu l to s egment the i r domes t i c and In te rna t iona l mar ke t s on t he

bas is of cul tura l her i tage .Cul tu ra l s egm enta t ion i s pa r t i cu la rly s ucces s fu l in In te rna t iona l ma rke t ing , bu t in s uch ins tances

i t is impo r tan t fo r the marke te r to und e rs tand fu l ly the be l ie f s , va lues and cus tom s o f the coun t i e s in

wh ich the p roduc t i s marke ted .


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Benefit segmentation:

Benef i t s egmenta t ion i s on the bas i s o f wants and des i r es o f consumer s . B e n e f i t s s o u g h t b y t h e

c o n s u m e r s a re t h e v e r y e x is t e n c e o f t h e m a r k e t . P e o p l e b u y a pr odu c t to s ecur e benef i t s .

Hence , cus tomer s a t i s f ac t ion depends upon pr oduc t benef i t s namely economy, pe r f or mance , s ty le ,

dur ab i l i ty , s t a tus , p r oduc t ' s appearance ta sk , f lavor e tc . Consu mer s on f i r s t g r ouped on the b as i s o f

benef i t s they expec t . Then each segment i s ana lyzed on the demogr aphic , soc io- economic o the r

va r iab les to have be t te r under s tanding of each segment . F ina l ly an appr opr i a t e mar ke t i ng f o r each

segm ent i s s e l ec t ed .

T h e B u yin g D ec i s ion p rocess B u y ing R oles

T h e b u y i n g d e c i s i o n i n m a n y c a s e s in v o l v e s a d e c i s i o n - m a k i n g u n i t c o n s i s ti n g o f m o r e t h a n

o n e p e r s o n w h o a r e i n s tr u m e n t a l in m a k i n g t h e p u r c h a s e d e c i s io n . W e d i s t in g u i s h 5 r o l e s p e o p l e m i g h t p la y i n a b u y i n g d e c i s i o n p r o c e s s :

IN IT IATOR : A pe r son who f i r s t sugges t s the idea of buying the pa r t i cu la r p r oduc t o r

se r v ice .

I N FLUENCER : A Per son whose v iews or adv ice ca r r ie s some we ight in making the f ina l

dec i s ion

DEC IDER : A p e r s o n w h o d e c i d e s o n w h e t h e r to b u y , w h a t to b u y , h o w t o b u y o r w h e r e

to buy .

BUYER : T h e p e r s o n w h o m a k e s t h e a c t u a l p u r c h a s e.

U SER : A p e r s o n w h o c o n s u m e s o r u s e s t h e p r o d u c t o r s e r v ic e .

S t a g e s in Bu y in g D e c i s io n Pr o c e s s :

G e n e r a l l y , c o n s u m e r s p a s s t h r o u g h t h e f i v e s ta g e s i n b u y i n g a p r o d u c t .1) Problem Recognition:

The f i r s t s t age s ta r t s wi th the buyer ' s r ecogni t ion of a p r ob lem or need .T h e n e e d c a n b e t h r o u g h

i n t e r na l o r ex t e r na l s t i mul i . T he mar ke t e r needs t o i den t i f y t he c i r cums t ances t ha t a f f ec t t he

pa r t i cu l a r need o r i n t e r e s t in con sum er . H e shou l d a l so f ind t ha t k i nd o f p r ob l ems a r ose , w ha t b r ough t

t hem ab ou t and ho w t hey l ead t o t ha t pa r t icu l a r p r oduc t .


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2) Information Search

A s a r o u s e d c o n s u m e r m a y o r m a y n o t s e ar c h f o r m o r e i n f o rm a t i o n if t h e c o n s u m e r ' s d r iv e i s

s t rong and an a f fo rdab le one the cons umer migh t purchas e the p ro d u c t . I f h e d o es n o t p u rch ase i t

t h en i t s t i l l r emai n s a s a n eed . Th e mark e t e r s ma j o r i n fo rmat i o n p ro cesses t h a t t h e co n su mer may

u n d er t ak e n o fu r t h e r sea rch fo r i n fo rmat i o n b ea r i n g o n t h e n eed s . Co n su mer i n fo rmat i o n so u rces

c o m e u n d e r f o u r g r o u p s . T h e y a r e p e r s o n a l s o u r c e s , C o m m e r c ia l S o u r c e s a n d E x p e r i en t i al S o u r c e s .3) Evaluation of Alternatives:

Here the cons umer us es in fo rma t ion to a r r ive a t a pa r t i cu la r b rand cho ice . Th e b as i c co n cep t s

t h a t h e l p u s to ev a l u a t e a co n su m er a r e :i ) Th e co n su mer co n s i d e r s v a r i o u s p ro d u c t a t t r i b u t es an d p ay s mo re a t t en t i o n t o t h o se t h a t a r e

co n n ec t ed w i t h h is n eed s .i i ) Th e mark e t e r mu s t n o t co n c l u d e t h a t t h e sa l i en t a t t r i b u t es a r e t h e mo s t i mp o r t an t o n es . S o me o f

t h e m m a y b e s a l i e n t b e c a u s e t h e c o n s u m e r s h a v e j u s t b e e n e x p o s e d t o a c o m m e r c i a l m e s s a g e a n d

non-sal ien t a t t r ibu tes .

I N D U S T R IA L B A C K G R O U N D O F T H E S T U D Y

T h e c o m m e r c i a l d e v e l o p m e n t o f m a n m a d e f i b e r s b e g a n l a t e i n 1 9th

cen t u ry , were p ro d u ced b y

i n d i v i d u a l t a il o r e i th e r d o n e o r w i t h o n e o r t wo a p p ren t i ce .

In the f i rs t hal f o f the 20th

c e n t u r y m a n y g a r m e n t m a n u f a c t u r e d u n i t w e r e s t a r t e d d u e t o l o w

cap i t a l in v es t m en t , ch eap l ab o r e t c .

F o l l o wi n g f ac t o r s p l ay a ma j o r ro l e in t h e i n d u s t ry

1 . Lo ca t i o n

2 . S i ze o f t h e i n d u s t ry

3 . Ty p e o f m ach i n es i n s t a ll ed

4 . M a n p o w e r

5 . M a r k e t

6 . T y p e s o f g a r m e n t


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Tab le sh owin g S a les p ercen tages in var iou s ou t le ts :

Ou t le ts In Ban galore % of Sa le

C o m m e r c ia l s t re e t 2 5 %

B r i g a d e r o a d 3 0 %

J a y a n a g a r 2 0 %

In d i r an ag ar 2 5 %

Graph showing the Outlets in Bangalore

25% 25%20%30%

0%

10%

20%

30%40%

Commercial

street

Brigade road Jayanagar Indiranagar

Outlets in Bangalore

Brigad e road :

Ou t l e t s co n s i s t 3 0 % o f t o t a l s a l e o f Id en t i t i b r an d i n Ban g a l o re . G l o b a l c l o t h i n g P v t .

l t d . was fo u n d i n 1 9 9 8 u n d er t h e ab l e l ead e r sh i p o f M r . Nasee r Hu may an . Th e co mp an y i s i n t h e

b ran d mark e t fo r t h e p as t 5 y ea r s . Co mp an y man u fac t u res sh i r t s , T - sh i r t s , k u r t h as fo r men an d

p ro d u ces sh i r ts , t r o u se r s , b l o u se , cap r i s , T - sh i r t s an d k u r t h a fo r l ad i es .

Th e r esea rch er a l so fo u n d t h a t t h e Id en t i t i b r an d g e t s t h e su b s i s t en ce f ro m t h e men s g a rmen t

fo r t h e v a r i o u s s t y l es an d co l o r s wi t h d i f f e r en t r an g e o f f ab r i c s . S t u d i es sh o w t h a t t h e re a r e 4 0

d i f f e r en t s t y l e s sp read amo n g m en s g a rm en t a l l a ro u n d t h e o u t l e t s .


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AN OVERVIEW OF BRAND MANAGEMENTINTRODUCTION

BRAND

A brand is a name, term, sign, symbol, or design, or a combination of them, intended to

identify the goods and services of one seller or group of sellers and to differentiate them from

those of competitors.

Revolution of the Concept of Brand:

Incubation of the Concept of Brand Equity:

The 1980 marked a turning point in the conception of brands. Management came to realize

that the principal asset of a company was in fact its brand names. A lot of writing followed

this incubation of the idea of Brand Equity, or the financial value of the brand. In fact, the

emergence of brands in activities, which previously had resisted or was foreign concepts e.g.

in Industry, banking, the service sector etc vouched for the new importance of brands. This is

confirmed by the importance that so many distributors place on the promotion of their own

brand. The best brands convey a warranty of quality and in complex symbol, which can

convey up to six levels of meaning.

a. Attributes

b. Benefits

c. Values

d. Culture

e. Personality

f. User

Brands vary in the amount of power and value they have in the market place. David Aaker

distinguished five levels of customer attitude towards their brand, from lowest to highest

namely:

i. Customers will change brands, especially for price reasons.

ii. Customer is satisfied. No reason to change the brand.iii. Customer is satisfied and would incur costs by changing brand.

iv. Customer values the brand and sees it as a friend

v. Customer is devoted to the brand.

Brand equity is highly related to how many of a brands customers are in classes 3, 4 and

5. Moreover it is also, related, according to Aaker, to the degree of:


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Brand name recognition

Perceived quality of brand

Strong mental and emotional association

Other assets such as patents, Trademarks and emotional associations

Brand Equity is therefore an intangible asset i.e. it cannot be seen, tasted, heard or smelled

before it is bought.

Example:

According to a study conducted in 1997, about 84 percent of the market value of ten of the

leading FORTUNE 500 companies was attributed to intangible assets. Similarly an indicative

analysis by the agency Price Waterhouse Coopers, of listed companies with a 1997-98

turnover of more than Rs. 100 crores, identified 25 companies which in todays market

command a market value which is more than 4.5 times the book value of tangible assets.

A Brand is more than a Product

Chart: 1 Chart showing that a Brand is more than a product


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Emergence of Brand Management Concept:

Brand management is still in a nascent stage even though brands are a business asset. At

present, in many cases, the tendency is to manage products, which happen to have a name.

Yet brand management involves different and specific reasoning and approaches. Till date the

management books and marketing bibles have not yet assimilated the full implication of the

brand revolution. Marketing books focus on the process of launching new products, when

marketing the brand is considered merely as a tactical and final decision, which is developed

through communication such as advertising, packaging and the logo. Yet the reality of the

situation is very different. From now on companies will be faced with the strategic issues of

whether or not growth should come about through existing brands by developing their sphere

of activity or through new brands. Classic strategy models talk about product portfolios,

whereas in reality companies have to manage their brand portfolios. Several companies haveproduct managers but few have brand managers. This may cause problems in so far as more

and more brands are being extended to more and more differentiated products, resulting in the

delegation of the management of value to several decision centers. In the medium term this

may diminish brand equity because decisions are taken without any integration of the decision

centers. The brand is not the product but it gives the product meaning and defines its identity

in both time and space. Companies are discovering that this brand equity has to be managed,

nourished and controlled.

The Evolution of the Concept of Brand Identity

Brand Identity

It is the common element sending a single message amid the wide variety of its products,

actions and slogans.

Brand identity is a recent concept; however researchers have already delved into the concept

of corporate identity by the late 80s so to simply put it

Corporate Identity

It is what helps organization, or a part of it; feel that it truly exists and that it is a coherent and

unique being, with a history and a place of its own, different from others. Thus we can infer

that an identity means being true to yourself, driven by a personal goal that is both different

from others and resistant to change. Thus a brand identity will be clearly defined once the

following questions are answered:

1. What is the brands particular vision and aim?

2. What makes it different?


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3. What need is the brand fulfilling?

4. What is its permanent nature?

5. What are its values?

6. What are the signs, which make it recognizable?

This type of official document would help better brand management in the medium term, both

in terms of form and content, and so better address future communication and extension

issues.

The distinction between a brand and a product is fundamental. Products are what the company

makes, what the customer buys is a brand. The same is true of services. In paying very high

prices for companies with brands, buyers are actually purchasing a position in the minds of potential

customers, be it in the stalls or in the royal circle. Awareness, image trust and reputation, all

painstakingly acquired over the years, are the best guarantees of future earnings. They justify the high

price paid. The value of a brand lies in its capacity to generate such cash flows.


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2. The Pyramidal Model of Brand

To manage a brand through time, it is essential to analyze it as a 3-tier pyramid incorporating

time dimension.

Chart 3: Chart showing the Pyramidal Model of Brand

Source: Strategic Brand Management Kapferer Pg 173

at the top of pyramid is the brand focal point or the source point must be known, but must

remain unspoken of and invisible it is the brands deep identity, its core value. As such it is

permanent over the long run. _In the middle of the pyramid, we have style and codes of the

brand. It is the stylus- a brands specific means of con vying a message is a reflection of the

brands core identity. The lower stage of the pyramid relates to the communicate themes, the

brands current advertising positioning. The customers look at the brand bottom -up. They

discover it by its products, its themes, and the style of its communication.


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Steps involved in brand management

i. Brands age because of mismanagement

The brand has to be managed as per ever-changing environment. A lax or reluctance in

changing with the environment made by a company would easily open the gates for new

entrants to scavenge on the market share.

ii. The brand may have a built in element of mortality:

Brand extensions are must. People buy brands, but behind this lie number of motives, and if

you do not create a new brands that match evolving consumer wants, you will have problem.

iii. The Brand Growth:

The brand growth is associated with changes in needs, wants, tastes and preferences. As the

customer needs change, even a company with one brand targeted at a homogeneous market

may feel the need to change. As a brand is extended to cater to the need of a heterogeneous

market, the life of the brand increases.

iv.Brand identity is not something you shop for or borrow from someone:

The brand always starts with as a name of a new product.

v. There is an order in which the faces of the prism are filled:

Brands start with product. So the physical face is the concrete part of the brand. When you

start communicating, you always show, in your ads, picture of the typical customer. Generally

you also draw, internally, for your own purpose, pictures of expected customers. These fill in

the faces of customer reflection and target audience. Later, your other marketing actions will

fill the other faces. The first face to be filled in is always product.

vi. Branding can never become a substitute for Marketing:

The strength of LG is not just the brand; it is its distribution system. Wherever you go, you

will find a dealer of LG Air conditioners. And that is important. What is the use if you can

never find brands that you like?


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BRAND AS A LIVING MEMORY.

The spirit of a brand can only be inferred through its products and its advertising. The

content of a brand grows out of the cumulative memory of these acts, provided they are governed

by a unifying idea or guideline.

BRAND AS A GENETIC PROGRAMME.

A brand is both the memory and the future of its products. A genetic analogy provides a key

understanding as to how brands work. The brand memory that develops contains the program

for all future developments, the attributes of latest models, the characteristics they will have in

common, their family resemblance as well a their individual personalities. By understanding a

brand program, we can trace its legitimate territory and the area in which it can be extended,

beyond the products that created it. The brands implicit program reveals the meaning and

direction of both former and future products.

BRAND GIVES PRODUCTS THEIR MEANING AND DIRECIONS

The Brand tells why products exist, where they come from and where they are going. It also sets

their guidelines.

A brand is not a fact set in stone. It must be able to adapt to the times to changes in buyers

and in Identiti defines what must remain permanent and also what may involve.

BRAND IDENTITI AND IMAGE.

Image is on the receiving side. Image centers upon the way a certain people imagine a

product, brand political figure or country etc. The image returns to the manner in which this

public decodes all the signals emitted by the brand through its products, services and

communications program. It is a reception concept.

I d en t i t i i s o n th e seco n d a r y s id e . Th e seco n d a r y d u ty i s t o sp ec i f y th e mean in g

in ten t io n an d v o ca t io n o f t h e b r an d . I mag e i s a r e su l t t h e r eo f , a d eco d in g . I n b r an d

m an ag em en t t e r ms , I d en t i ti n ecessa r i ly p r eced es im ag e . B e f o r e p o r t r ay in g an id ea in th e

m in d o f t h e Pu b l i c , o n e sh o u ld e s t ab l ish ex ac t ly w h a t i s to b e p o r t ray ed . A s in th e f ig u r e

th e cu s to mer f o r ms an d imag e th r o u g h a sy n th es i s o f a l l t h e s ig n a l s emi t t ed b y th e

b r an d . B r an d n ame , v i su a l s ig n s , p r o d u c t s , ad v e r t i s in g , sp o n so r in g , p a t r o n ag e , p r e ss


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r e l ea ses e t c . Th e imag e r e su l t s f r o m a d eco d in g an ex t r ac t io n o f t h e mean in g an d

in terpre ta tion of the s ignals .

Development of BRAND IMAGE of IDENTITI

To become a power brand and to remain so, a brand has a duty to be faithful to its

Identiti. Brand image is a volatile and changing motion. It is concerned too much with the

appearance of the brand and not enough with its very being. The notion of brand where

Identiti expressing a willing on the part of communication strategy to go beyond the

superficial and to investigate the brand' s root level. Theconcept of Identiti is formulated on

the basis of three qualities.

Durability.

Coherence.

Realism.

BRAND IDENTITI SIGNALS

OTHER SOURCES:

MEMORY

OPPORTUNISM

IDEALISM

BRAND

COMPETITION NOISE


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THE PRISM OF IDENTITI

Brand Identiti may be represented diagrammatically by six-sided prism.

Brand Identiti Prism

Picture of the sender

Physique

Picture of recipient

E

X

T

E

R

N

A

L

I

S

A

T

I

O

N

I

N

T

E

R

N

A

T

I

O

N

A

LSelf-Image


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PHYSIQUE

A brand has a Physique a combination of independent characteristics which may be either

prominent or dormant. It derives its features from certain key or prominent products of brand

physique a necessity but not of itself, sufficiently forming only the first stage in brand contribution.

PERSONALITY

A brand has a personality. It requires character. The easy way to bestow personality on a

brand is to provide it with a spoken person, a star or an animal.

CULTURE

The brand has its own culture from which every product derives. The product is the physical

embodiment and vendor of this culture. Culture implies a system of values, a source of inspiration

and brand energy. The cultural face relatives to the basic principles governing the brand in its

outward signs. A deep-seated face, it is the main spring for the brand.

RELATIONSHIP

A brand is a relationship. It often provides the opportunity for an intangible exchange

between persons. This is particularly true of service sectors.

REFLECT ION

A brand reflects a custom er' s image. Reflection is not necessarily the target, butthe image of

that target which the brand offers to the public. It is a type of identification.

SELF-IMAGE

The sixth face of brand Identit i is customer ' s self - image. If ref lection in the target ' s outw ard

m irror , the self- im age in the targets ow n internal mirror .Through our attitude

Towards certain brands, we develop a certain types of inner relationship with ourselves.

These are the six facts that define brand Identiti and its potential territory. The brand

Identiti prism demonstrates that these facts form a structured whole. The content of one

face echoes that of another. The prism structure is derived from the brand does no exist unlessit communicates.

The facts to the left physique, relationship and reflection are the social factors that give

the brand its outward expression. All three are visible facts. The facts to the right, personality,

culture and self-image are those incorporated within the brand itself, within its spirits.


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BRAND POSITIONING

Brand positioning is not a unique selling proposition (USP). The USP is still the best strategy for

competitive advantage - provided it is persuasive and sustainable. And there lies the rub.

"Position" what does it mean, then ubiquitous word that now crops up in virtually

every written or advertising, Rosser Rever would have it that "Position" is but another name

for its unique selling proposition." But positioning is much broader and more versatile. It

gives the brand manager the advertising planner and creative person a whole battery of

strategies to choose from. To differentiate their brand in a manner that is persuasive and

sustainable - given when there is no USP.

Sustainable, because a position is the way you lock your brand inside a customer' s

mind, where as a technological feature can be duplicated, a competing brand cannot enter the

perceptual territory that you have occupied if you defined it well.

Po si ti on ing i s t he four t een head de c i s ion in marke t ing and adve r t i s ing . I t i s f rom th i s dec is ion

tha t fo llows a l l o the r dec i s ions o f t he M arke t M ix .

In the marketing terms, there is no thing as a product or service much exists by itself in space,

independent of the consumer. For a product to exist, it must find a place in our individual

consumer' s perception is subjective, governed by theindividual consumer' s values, beliefs,

needs, experience and environment.

In the section entitled "consumer' s perceptual space" in his book "BrandPositioning"Subroto Sengupta says -

The cognitive map of the individual is not a photographic representation of the physical

world. Every perceiver is as it were, to some degree a non-representational artist, painting a

picture of the world that expresses his individual voice of reality.

This is the core thought behind brand positioning the idea that each brand (if at all noticed)

implies a particular point or space in the individual consumer' s mind, apoint that is determined by

that consumer' s perception of the brand in questionand in its relation to other brands.

The spatial distance between the points in that, consumers mind reflects the subjects perception

of similarity or dissimilarity between products and brands.


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It is this concept of perceptual space that forms the theoretical basis for brand positioning. The

consumer' s mind is regarded as a geometric perceptual space, withproduct categories and brands

occupying different positioning that space.

A very successful worldwide consumer products company talks of situating the brand in the

prospect' s mind. Today' s cluster makes it advisable to give somethought to know how best to

help the consumers situate the product within her existing frame of reference.

If we carried the analogy of the consumer' s mental map further, we can say that the sites or

position on that map are not for outright sale. A brand can hope at best to occupy such a position

as a tenant, for periods that will vary according to the quality and quantity of marketing efforts

behind that brand. Our strategy must therefore be to create a perception for own brand in the

prospects mind so that it stands a part from competing brands and approximates much more

closely to what consumers want.

Product position refers to a branch objective (functional) attributes in relation to other brands. It

is a characteristic of the physical product and its function features.

Position on the other hand refers to brands subjective (perceived) attributes in relation to

competing products.

This perceived image of the brand belongs not to the product but rather in the property of

the consumer' s mental perception and in some instances, couldwidely differ from a brand' s

true physical characteristics.

COMPONENTS OF POSITIONING

Product c lan or the s t ructures of the market in which the brand wi l l compete . To g ive a

specif ic nam e to such a category is no t always easy since the b oundaries are f luid.

Consumer segmenta t ion . I t i s impossib le to th ink of a posi t ion for a b rand wi thout a t the

same t ime consider ing the segment for which i t o f fers benef i t s tha t o ther brands do not .

Pos i t ion ing and segm enta t ion are l ike tw o s ide o f a co in , inseparab le and in tegra ted .

C o n su mer p e r cep t io n o f o u r b r an d i s r e l a t iv e to co mp e t i t i o n , wh ich l ead s to p e r cep tu a l

m apping . An essen t ia l too l to m easure where brands are located in the perceptual space of

th e t a r g e t co n su me r . Mu l tid imen s io n a l sca l in g i s a w id e ly u sed m e th o d fo r su ch map p in g .


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PERCENTAGE

Because of where it comes from, who makes it, who sells it, who performs it etc. The

three ways of percentage positioning are brand, company and person.

CATEGORY-RELATED POSITIONING

An important differentiating strategy when an existing product category is tool

crowded is to take the same base product and positioning it in another category, provide the

attributes of the product can make consumer expectations from that category. The Brand will

this be perceived by prospects in different light. This is referred to as "macro positioning or

interest positioning."

BENEFIT RELATED POSITIONING

A well-made product would usually offer more than one benefit. Promises of

multiple benefits, however tend to get, lost because they leave in the consumer' smind a vague

and diffused imprint. Successful consumer products promise due or at the most two benefits and

brand franchises and centered on those specific benefits. Thus we have opportunity for

differentiating of similar products based on benefit positions that have not yet been occupied.

Consumers, who are similar in important ways, tend to cluster around the same benefit.

Other consumers would cluster around other benefit this enables differentiation in a product

market and has well documented as benefit segmentation.


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Brand B Direction

Product Line Ownership among Brands

POSITIONING BY USAGE, OCCASION AND TIME OF USE.

Positioning by usage, occasion or application is another strong differentiating strategy. If

the brand employs this strategy well, it can gradually pre-empty that particular usage,

find a strong position and sit on it. Similar products can be differentiated based on usage.

Positioning is also based on performance.

PRICE - QUALITY POSITIONING

This is a simple corrupt but a powerful one in a developing economy likes that of Kenya

and India. The consumer looks at the product in a category, at different levels of price

offerings, different standards of quality and decides which price - cum - quality level is most

suitable for a given nod.

When a consumer is satisfied with the value for money brand which he has

purchased, he is likely to feel reinforced in his decision when the advertising for that brand

creates an image that places it above its perceived rung on the price quality ladder. A dual

Common

product

Brand C DirectionBrand A Direction


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purpose is being served here. The tangible product given the target consumer, value for

money satisfies him. The added subjective values of the brand created through advertising

and packaging into his aspirations, which are usually pitched higher than actually and make him

feel doubly good about his brand choice.

POSITIONING BY UNIQUE ATTRIBUTES

Positioning in brand on some unique future or benefit that makes it superior to

competition. This is the relevance of positioning a brand by its features or attributes,

giving the brand a differential advantage because of some unique or inclusive features or

attribute that formulates into a benefit for the customer.

POSITIONING BY COMPETITOR

Positioning by competitor is an offensive strategy. A special king of clinching

argument as to why the brand should be preferred in through direct comparison with the

competitor wished to be dislodged.

REASONS FOR BRAND FAILURE

There are a number of reasons, which contribute to brand failure. Anjan Chaudhari

examines brand failure in India as well as abroad. In India 25% of project failures are due to input

problems, 41% due to management bottlenecks such as incompatible technology, poor

assessment of competition and 22% due to marketing problems.

This is project - appraisal oriented approach to strategic failure or success

Hamel and Prahland in their product approach to failure seek to answer four questions.

1. Did we learn anything to improve the product for launching it next time?

2. Did we have reasonable expectations from the market?

3. Can we quickly recalibrate and try again?

4. Does the potential of opportunity warrant another try?

They contend that if the answer to all the questions in "NO" only then can the product or

brand be termed as failure. According to Davidson analysis of brand failures in United

Kingdom, most brands that fail are me-too products that are not significantly different from the

ones already available. He lists several behavioral reasons for failure of new products.


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Hurriedly launching products, the eye being on the competition rather than the

customer.

Launching products simply because it is company policy to launch a certain

number every year

Inability of brand managers to speak up against products that are rushed through.

Development of vested interests around a new brand' s launch.

Overestimation of strengths like company reputation.

Inability to look at changes in the environment because too much involved in brand

development.

Rajan Chubba, in a novel approach of predicting brand failure calculates the Delta Habit

factor. This is composed of the rating that a product gets for 6 dimensions:

Changing the duration of consumption of the product

Evolving new occasions for the use of the product

Changing sharing

Changing frequency of the purchase

Changing frequency of use

Doing new thing

This leads to the conclusion that inability to change use/buying habits is the reason for brand

failure.

We can generally say that brand failures can be attributed to

o Unrealistic features

o Cultural reasons

o Wrong Positioning

o Failing in the Brand Extension Trap

o Lack of viable niche/segment

o Me-too Strategies

o Lack of attention paid to the life cycle of the product


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UNREALISTIC FEATURES

Unrealistic features are those, which lose their novelty after "launch phase or those which

consumers are unable to associate them with.

CULTURAL ASPECTS (REASONS)

Eating is one of the most deep-rooted aspects of culture and changing eating and

drinking habits in a society is probably one of the most difficult tasks of a marketer.

WRONG POSITIONING

Positioning a brand in the minds of the consumer is a major marketing decision as

this is linked with the perception of consumers.

Brand positioning can run a good product and a creative positioning could revive a

sagging brand.

BRAND EXTENSION TRAP

Ries and Trout Pundits of positioning warn marketers of brand extension trap, i.e. making

use of a brand (which has been successful in one category) by extending it typically to another

category, which has very little linkage with the original category. Consumers who have all

long associated the brand with a particular product may find it difficult to extend it to another

category. But a marketer of consumer products (especially) will have to analyze the brands equity

before extending it to another category. A global example is the case of "XEROX" failing to make a

mark in computers.

LACK OF A VIABLE SEGMENT / NICHE

Focusing on a profitable, small segment is an effective strategy especially for premium products

such as scotch whiskies marketed in India. A number of brands are adopting this strategy successfully

but there are a few brands that have not met with much success over the years.

"ME-TOO" STRATEGIES

C ompe t i t o r s w ho adop t me- t oo s t r a t eg i e s canno t a l w ays copy a b r and t ha t has made a

p i onee r i ng i mpac t . W hen a p i onee r i ng b r and has mad e i mpac t , i t m ay be d i f f icu l t to com pe t e w i t h t he

br and i n t he pe r cep t ua l f i e l d o f t he consumer . Mar ke t e r s cou l d succeed ove r a pe r i od o f t i me . Mor e

s t r a teg i c d i s c r e t ion h as t o be exe r c i s ed i n non - dur ab l e s and " i m pu l se" ca t egor i e s w he r e f a i l u r e r a te s

ar e higher.


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COMPANY PROFILE

Ident i t i I-d en 't i- ti , n . Br idge be tween appea rance and rea l i ty , Unique to every

individual, Common to a class, section, change in mood hour and the weather, could

produce subtle nuances of a basic definitive quality. The focus of one' s qualities, a taste of

one' s sensibility. Dictates of the discerning, primary characteristics that define fine living.

Excellence personified. Typical features.

H istory:

I n d i an D es i g n s an d N ew A g e A p p a r e l s Pv t . L t d a r e t w o E x p o r t Co m p an i e s w h o h av e

ca r v ed a n i ch e f o r t h em s e l v es a s ex p o r t e r s o f t o p q u a l i t y g a r m en t s t o t h e d i s ce r n in g b u y e r s

o f E u r op e a n d U S A s in c e 1 9 8 9 . T h e T u r n o v e r of th e G r o u p t o d a y is a b o u t R s . 4 0 C r o r e s

T h e P r o m o t e r s:

T he same team o f en t rep reneu rs who s ta r t ed Ind ian Des igns and new Age Appare l s

es tabl ished Global Clothing Pvt . Ltd in 1998 with a v iew to exclusively serve the needs of the

domes t ic marke t under it s b rand name - IDEN TITI , an a m a lga m a t ion o f you th f u l e xube r a nc e ,

c r e a t ive im a g ina t ion a nd m a tu r e r e s tr a in t .

The Beginning:

Start ing with one retai l s tore in Commercial Street , the exclusive shopping dest inat ion of the

young- in -age and young-a t -hear t of Ba ngalore , I D E N T I T I h a s s p r e ad i ts dis t inct ive presence in to

o ther cen te rs th rough M ul t i Brand O u t le ts .

IDENTITI i s cu r ren t ly p lann ing a massive expansion of i ts retai l s tat ions - fuel led by the

t remendous response i t has genera ted am ong the young .


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T h e w i de r a n g e o f I D E N T I T I :

B A S I C S :

S i m p l e s i l h o u e t t e s i n v a r i o u s f a b r i c s a n d f i t s . P r i n t e d o r

m o n o c h r o m a t i c b o d i e s . F i t te d , s l i m o r r e g u l a r f i ts a n d v a r i e t ie s o f c u t s a n d s t y l e s .

U R B A N W E A R :

C l o t h i n g f o r t h e u r b a n y o u t h , t h e r a n g e i s w o r k e d u p o n t h e l a t e s t t r e n d s ,

f o r e c a s t , t h e m e s a n d f a s h i o n h a p p e n i n g a r o u n d t h e g l o b e . S h i r t s , t e e s , t r o u s e r s ,

v e s t s , a n d p a r t o f t h e r a n g e a n d f a b r i c a p t l y s e l e c t e d f o r t h e p r o d u c t o f t h e h i g h e s t

q u a l i t y .

P A R T Y W E A R :

T h i s s e g m e n t o f c l o t h i n g f o l l o w s t h e p h i l o s o p h y : w o r k h a r d a n d p a r t y h a r d .

L a t e s t p a r t y a n d c l u b t h e m e m a k e u p f o r t h e r a n g e . T h e f a b r i c a n d c o l o r s a r e w h a t

m a k e s t h i s r a n g e v i s i b l y d i f f e r e n t , w i t h t h e c o l o r s p e c t r u m g o i n g f r o m e m e r a l d ,

w i n e , a n d b u r g u n d y t o d e e p b l u e . T h e s i l h o u e t t e s c o m e i n f i t t e d e l e g a n t a n d

t r e n d y c u t s .

A C C E S S O R I E S :

I n c l u d e s c a p s , b a g s , c e l l p h o n e p o u c h e s , w a t c h e s , p u r s e s a n d w a l l e ts

S E A S O N S :

A t I D E N T I T I w e m a k e f o u r r a n g e s p e r y e a a s p e r i n t e r n a ti o n a l b re a k u p .

S P E C I A L R A N G E S

E x c l u s i v e s m e a n t f o r t h e v e r y s p e c i a l o c c a s i o n s o f t h e y o u n g - b e i t t h e

V a l e n t i n e s D a y o r F r i e n d s h i p D a y o r t h e e v e n m o r e s p e c i a l h a p p e n i n g s i n v o l v i n g

t h e y o u n g - F o r m u l a o n e f o r t h e a f i c i o n a d o s o f M o t o r r a c i n g a n d t h e o n c e i n - s o

m a n y y e a r . A n d a l s o W o r l d c u p e v e n t s i n F o o t b a l l , C r i c k e t , G o l f a n d t h e l i k e .

B R A N D

I D E N T I T I i s a u n i q u e C a s u a l a n d F o r m a l w e a r b r a n d w i t h s t y l i z e d c u t s a n d

v a r i e t y o f fa b r i c s . T h e s t y l i n g i s y o u n g a n d t r e n d y w h i l e t h e c u t s a r e in s y n c w i t h


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t h e i r c l i e n t s p r o f i l e . T h e f a b r i c s a r e c h o s e n w i t h g r e a t c a r e a n d a t t e n t i o n t o

p r o v i d e d u r a b i l i t y a n d e x c e l l e n t f e e l . I D E N T I T I c a t e r s e x c l u s i v e l y f o r m e n a n d

w o m e n i n t h e a g e g r o u p o f 1 6 - 2 6 , p r im a r i l y i n to w e s t e rn w e a r . A n d t h o s e y o u n g

a t h e a r t .

T H E D E S I G N T E A M :

A p o o l o f t h e y o u n g a n d b r i g h t t a le n t s p r o f e s s i o n a l l y q u a l i fi e d a n d n u r t u r e d i n

i n s t i t u t i o n s o f r e p u t e f o r m s t h e c o r e o f t h e d e s i g n t e a m o f I D E N T I T I . S e p a r a t e

s p e c i a l i s ts t a k e c a r e o f w o m e n s w e a r a n d m e n s w e a r s e c t i o n s , k e e p i n g t h e i d e a l s

a n d s p r i t o f I D E N T I T I c l o s e t o t h e i r h e a r t .

T H E F U T U R E :

I D E N T I T I V I E W S T H E F U T U R E W I T H G R E A T A N T I C I P A T I O N

A N D C O N F I D E N C E , W I T H A M B I T I O U S P L A N S O F E X P A N S I O N .


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PART B


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I N T R O D U C T I O N T O T H E P R O B L E M

The customers play a vital role in the sustenance of the company. Customers can show

loyalty to the brand or apathy towards it, depending on the consumer behavior towards

Identiti

Statement of the problem and its significance:

B r a n d i m a g e o f R e a d y - m a d e g a r m e n t s o c c u p i e s a n i m p o r t a n t p la c e i n m a r k e t s e g m e n t . A l th o u g h

b ran d h as i t s o wn h i s t o ry , t h e en t ry o f p r emi u m b ran d h as c r ea t ed r ev o l u t i o n i n t h e mark e t . Th e

p remi u m b ran d sh i r t s mark e t h as p l ay e r s f ro m t h e co rp o ra t e sec t o r r e su l t i n g mass i v e i n v es t men t s

d u r i n g t h e l a s t 5 y ea r s . Th i s h as a l so r e su l t ed i n sev e re co mp e t i t i o n amo n g p remi u m b ran d

m a n u f a c t u r e rs . S o m e o f t h e p r e m i u m b r a n d s are:

BRAND NAME

1. Identiti

2. Weekender

3. The Wear House

4. Peter England

5. Park Avenue

6. Zodiac

7. Allen Solley

T he above -ment ioned b rands have re s o r t ed to mas s ive adve r t i s ing wi th a v iew to popu la r i ze the i r

p roduc t s . As th i s ha s been a b ig bus ines s fo r adve r t i s ing compan ie s , they a re anx ious to know the

e f fec t ivenes s o f the i r adve r t is ing campaigns .

IDENTITI brand s h i r t s compe te wi th o the r p remium brands s e r i a l i zed unde r 2 to

6 a b o v e . T h e r e a r e c o m m i t te d I D E N T I T I b r a n d s h i rt b u y e r s . S o m e o t h e r s b u y IDENTITI b r a n d

a l o n g w i t h o t h e r p r e m i u m b r a n d s , s o m e b u y o n l y o t h e r p r e m i u m b r a n d . T h e a d v e r t i s i n g a g e n c y

w a n t e d t o k n o w t h e p r o d u c t pre fe rence f rom the IDENTITI cus tomers and the p roduc t

d i f fe ren t ia t ion f rom o the r b rand b uye rs . As adve r t i s ing i s an im por tan t comp onen t o f the m arke t ing

p lan , the agenc ie s anx ie ty in p rom ot ing the com pan ie s p rodu c t i s qu i t e unde r s t ab le .


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OBJECTIVES OF THE STUDY:

1 . T o d e t e r m i n e t h e c o n s u m e r s a w a r e n e s s i n t h e p r e m i u m b r a n d m a r k e t a n d t o f i n d o u t t h e

r e a s o n s a s t o w h y c o n s u m e r s p r e fe r IDENTITI b r and , i i pa r t i cu la r.2. To und er s tand the mos t e f f ec t ive m edia sour ce of IDENTITIb r a n d awareness .3. To eva lua te the e f f ec t iveness o f IDENTITI a d v e r t i s e m e n t s a n d t o d e t e r m i n e h o w t h e

conso l ida t ion of IDENTITI b r a n d a d v e r ti s e m e n t s i s b e i n g p e r c e i v e d b y t h e c o n s u m e r s .4 . T o f i n d o u t t h e i m p a c t o f t h e n e w p r o d u c t l in e t o e x p a n d t h e brand m arke t .

METHODOLOGY

T o c a r r y o u t t h i s p r o j e c t t h e f o ll o w i n g m e t h o d o l o g y w a s a d o p t e d .TYPE OF RESEARCH:

The r esea r ch des ign was an explor a tor y one . A sur vey was conduc ted so as to co l lec t p r imar y

da ta .SAMPLE DESIGN:

T h e p o p u l a t io n c o m p r i s ed o f c o n s u m e r s o f r e ad y - m a d e g a r m e n t f r o m B A N G A L O R E

city.

SAMPLE UNIT:

The r espond ents wer e chosen based on the c l i en t s v is i t to the showr oom s and i n o f f i ce s , s am pl i ng

u n i t w a s t h e i n d i v id u a l w h o b u y s IDENTITI a n d e v e n t h e i n d iv i d u a l w h o d i d n o t b u y IDENTITI

i .e . , t h e N O N - IDENTITI cus tom er , the r e sponde nts ma in ly cons i s ted of S tudents , P r of es s iona l s

a n d B u s i n e s s m e n .

SAMPLE SIZE:

Keep ing in mind the t ime cons t r a in t, 70 r espondents wer e in te r v iewed .IDE N TITI C ustom ers . . .. . .. . .. . .. . .. 50 NO N I D EN TI TI Cus tom er s . .. .. .. .. 20

The sampl ing method used f or th i s r e sea r ch wor k was convenience sampl ing ; wher e by each

per son in the popula t ion was g iven equa l chance .


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TOOLS FOR DATA COLLECTION:

T he fo l low ing too l s were us ed to co l l ec t da ta :1. PRIMARY DATA

a . Q U E S T I O N - S C H E D U L E

A Q u e s t i o n - s c h e d u l e w a s u s e d a s a n i n s t ru m e n t f o r t h e p u r p o s e o f d a t a c o l l e c ti o n . I n t h is

r e s e a r c h , a s t r u c t u r e d q u e s t io n - s c h e d u l e w a s u s e d . I t c o n s i s te d o f a n u m b e r o f q u

basavaraj-0366-identiti

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