tshirt survey for pune region

7/30/2019 Tshirt Survey for Pune region

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A PROJECT REPORT

ON

A STUDY OF CONSUMER BEHAVIOR FOR T-SHIRTS

FOR ZEN X PVT LTD

IN PUNE REGION.

BY

NISHANT D GOYAL

UNDER THE GUIDANCE OF

DR. POORNIMA TAPAS

SUBMITTED TO

UNIVERSITY OF PUNE

I n the partial ful fi l lment of the requir ements for the award of M aster of

Business Administration

For

Indira Institute of Management

PuneBATCH (2011-2013)


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ACKNOWLEDGEMENTS

There is always a sense of gratitude towards the people who have helped me in

this project. I am indebted to all those have directly & indirectly helped me in

completing this project.

I am sincerely grateful to Mr. Navnil Das who gave me this opportunity to

work in his organization. I take this opportunity to thank Kiran Sharma (Team

Leader) who guided me for project work.

I wish to express a deep sense of gratitude towards my guide Dr.Poornima

Tapas for helping me throughout the project, providing valuable information

from time to time, and regularly giving me insights at every stage which made

things look simpler.

I would also like to thank my friends who had helped me immensely for

completion of this project report. I am grateful to my parents for their valuable

suggestions & co-operation.

Mr. Nishant D Goyal


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Declaration

This is to declare that I, Mr. Nishant D Goyal student of Master of Business

Administration (MBA) from Indira Institute of Management, Pune, has given

original data and information to the best of my knowledge in the project report

titled A STUDY OF CONSUMER BEHAVIOUR FOR T-SHIRTS WITH

ZEN X PVT LTD IN PUNE REGION under the guidance of Dr.

POORNIMA TAPAS, and no part of this information has been used for any

assignment other than the requirement towards the completion of the project.

This report is prepared independently and all the relevant information is

gathered personally. The report has been solely prepared for partial fulfillment

of Master of Business Administration affiliated to University of Pune and the

vital information would not be shared elsewhere.

Date-

Place- Nishant D Goyal


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1.1) Executive Summary

Title A study of consumer behavior forT-shirts for Zen X Pvt ltd in Puneregion

Company name- Zen X Pvt Ltd Address-

2/262/2 Marunji Road,

Hinjewadi IT park

Pune 411057, Maharashtra India.

Objectives

Following are the objectives of the Research-

Primary Objectives

To Study Consumer Behavior towards purchasing apparel like T-shirt. Studying factors like spending power (money) for T-shirts, frequency of

purchase, place preference of purchase and any special occasion for

purchase etc

Secondary Objectives

Find out ways of spreading more awareness about Customized T-shirt. Finding out if people really prefer online apparel buying. To determine the profit potential for overall apparel business in the market The ways in which the Youth in Pune, mostly college students can be

targeted.

Research Method

The project undertaken was a descriptive research. Researcher undertakes

surveys to learn about peoples knowledge, beliefs, preferences and

satisfactions and to measure these attributes in general population.

This is a descriptive type research in which customers answers the questions

through questionnaire. Also study of all the events and occasions taking place

in Pune region was taken into account. Based on the answers given by the

customers in questionnaire, interpretation are made.


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Survey was conducted to know if customers would like to get a T-shirt

customized for them.

Sampling Method:Random sampling is used for research project. Equal weightages have been to my all

respondent and chose them randomly without any biased like gender, age, income or

culture.

The sample size studied is 100. The respondents were asked to fill in the questionnaire

posted on a website called monkeysurvey.com

(http://www.surveymonkey.com/s/GB9RTVL)

Data CollectionData was collected using Questionnaire. Respondents were asked to fill the

questionnaire online and their responses were saved and analyzed.

The questionnaire consisted of both open end and close end questions.

Key Findings-

People still give preference to buying T-shirt from local shopkeeper or Mallsthan Online buying

The use of online shopping is increasing as compared to what was scenariobefore because of ease and comforts associated with it.

When it comes to buying for more than Rs 3500, people like to go shoppingthan to online search and buy apparels

Suggestions- Since most of the respondent said that they spend less than Rs 1000 in online

buying, the company will have to set the price range below it.

When it came to buying apparels for more than Rs3500, people mostlypreferred to go to Malls to buy since they were able to find many brands,

variety and choices there.
http://www.surveymonkey.com/s/GB9RTVLhttp://www.surveymonkey.com/s/GB9RTVLhttp://www.surveymonkey.com/s/GB9RTVLhttp://www.surveymonkey.com/s/GB9RTVL


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The company will need to have more tie ups or have its own outlets to increasesale. It cannot entirely depend on online selling since people still prefer to feel

the quality of clothes and see it before buying.

The website on its own cannot bring business for the firm. Though its one ofthe mode of selling, the company should have more tie ups and have its own

outlets in future to increase its business and spread more awareness about it.

The market for such customized apparel is very vast. The company can alsoexport its product in future, since the textile industry of India is growing year

by year and its exports are increasing.

There is a large chunk of population who still buys apparel from the local clothstore or Malls. Though the trend of online shopping is increasing, but when it

comes to apparel, its increasing at a very slow pace.

Limitations- The sample size chosen for the research project consisted of just youths in city

of Pune and was 100 in number. The time period available for conducting the overall research and analyzing the

responses were limited to 60 days. More efficient and correct information

would have been available if the time period had been more.

The study was restricted to the city of Pune, Maharashtra only. Youths in otherparts of country may have completely different response for the same, which

also needs to be taken into consideration before reaching to any conclusion.

In the questionnaire, respondents preferred to choose more than one optionavailable, since they felt both were suited at the same time. But the online

questionnaire method prevented them from selecting more than one option.


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INDEX

Sr no. Topic Page no

1

1.1

Introduction

About T-shirt printing & Technologies

available

8

9

2 Industry Profile 13

3

3.1

Company and Product profile

About Zen X Pvt ltd

18

19

4

4.1

Product profile

Existing Selling strategy and company

summary

21

25

5

5.1

5.2

Literature review

Consumer Behavior

Factors influencing consumer behavior

34

35

38

6

6.1

6.2

Objectives and Scope

Objectives

Scope

42

43

7 Research Methodology 44

8 Data analysis and Interpretation 51

9 Observations and findings 64

10 Suggestions 67

11 Conclusions and Limitations 69

Bibliography 72


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Annexure 73


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1.

INTRODUCTION


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INTRODUCTION.

BACKGROUND

The report is about studying Consumers Behavior when it comes to buying T-shirts.

Factors such as frequency of purchase, amount spent, preferred locations and

destinations for purchase, any other occasions would be studied in detail. Such

information will help to ascertain the current market profitability, future market

potential, companys scope of expansion etc and also help the company in framing its

strategy to launch its existing range of T-shirts.

Also online selling which is the future market place will be studied.

Using such information Zen X will be able to launch its existing range of T-shirts to

its desired customer segments in a much planned and efficient manner.

When it comes to T-shirts we have all had a fair amount that share quirky, funny or

offensive messages, such shirts help us to express ourselves and display a part of our

personality.

T-shirt Printing

T-shirt printing is an exciting new business that allows people to custom design a

shirt(specifically the design on the front or back) any way that people would like. By

intelligently leveraging cutting edge technology, a T-shirt will harness the power of

computer sublimation to allow custom shirt printing in production runs as small as oneunit.

Its a relatively new concept to design ones own T-shirt .One chooses the material

and style of the shirt, and then the image or graphic one wants can be printed on the

front and/or back. This is the ultimate form of expression. There are no limits to what

one can communicate. Some people might show their fanaticism for a particular sports

team, others a musician. Or one might have a social message or cause on your shirt.Whatever you may decide, one can print any image on your shirt.


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The technology consists of a printer sublimation that allows a computer image to be

applied to a shirt in a high quality, high resolution, economically feasible manner.

This technology creates an image durable enough to withstand thousands of washings.Its photo-like quality, due to significantly higher printer resolution than anything on

the market, will show off any image. The technology is cost effective enough to offer

customers the ability to order just one unit. Finally, the customer may choose from an

extensive library of existing images, supply their own image, or have an artist create

an image for them.

Start up Summary-

Zen X incurred the following expenses for start up:

Two computers -- These were be high end models and utilized the followingsoftware: Microsoft Office, Adobe Photoshop and Illustrator, Corel Draw etc

HP XX Laser Printer -- This is a prototype printer not available to the public.Digital T-shirt Printer (Un-Ts-Mn110)

Website -- This will be used for information disbursement as well as ordering. Shelving display unit -- To display assorted graphic images on paper for easier

viewing.

Two desk/chair/office supplies sets. Small shirt inventory -- Inventory will be kept small to lower overhead. This

will be accomplished by using a shirt vendor who is one shipping day away,

effectively using a just-in-time (JIT) system for managing inventory.

Heat application unit -- To make the sublimation transfer.


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1.2) Technologies available for T-shirt printing in Market.

Screen PrintingTried and True

Classic, expertly-handled, proven screen printing method accounts for over 90% of

the shirts make. And with so many of T-shirts produced through screen printing,

you better believe this is the best way to print in bulk.

Screen printing involves creating a stencil (printers call this a "screen"), and thenusing that stencil to apply layers of ink on the printing surface. Each color is

applied using a different stencil,

one at a time, combined to achieve

the final look. Screen printing is the

best option for designs that require

a high level of vibrancy, when

printing on dark shirts, or specialty

products. The ink in screen printing

is applied thicker than digital

printing, which results in brighter

colors even on darker shirts.

The fact that these products are printed by hand also allows for unique products

like water bottles, koozies and mugs, as the printer can manually handle curved or

uneven surfaces. The minimum order quantity on screen-printed items is due to the

extra material and preparation time associated with this printing method.


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Digital PrintingThe Way ofthe Future

Digital printing is the state-of-the-art process for items that

require high amounts of detail as

well as orders of a smaller

quantity. Because digital printer

does not use screens, they can

print a shirt with much greater detail than traditional screen printing can

provide. And since there is no physical set-up, your design can be processed

and printed even in small quantitiesas few as one shirt at a time!

Digital printing is not a heat transfer or appliqu. With digital printing, take

your design straight from the computer and print it directly onto your garment.

We've got this method down to an art form, which means that even

photographic images can be reproduced in all their glorious detail.

The "no-minimum" products available on our website have been thoroughlytested and approved for digital printing. We are printing perfectionists, and will

not enable products or colors that have not been proven to result in the best

final product.

Embroidery

If one doesnt want a printed T-shirt, embroidery is another option available.

Embroidery service is a computer-based process that uses multicolored thread

to sew your custom design directly into the garment. For that hand-made,

stitched look, embroidery process has got covered. With the minimum quantity

for embroidered apparel at just 6 pieces for polos and just 12 pieces forhats,

it's easy to get the professional look one want for their group.
http://www.customink.com/categories/hats/1http://www.customink.com/categories/hats/1


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2.

INDUSTRY OVERVIEW


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2.1) INDUSTRY

OVERVIEW

Indian apparel/Textile Industry is one of the leading textile industries in the world.

The opening up of the economy has given the much needed thrust, which has now

become one of the largest in the world.

Indian textile industry mainly depends upon the textile manufacturing and export. It

also plays a major role in the economy of the country. India earns about 27% of its

foreign exchange through its textile exports. Further the textile industry of India also

contributes nearly 14% of total industrial production. It also contributes to nearly 3%

to GDP.

Indian textile industry can be divided into several segments, some of which can be

listed as below:

Cotton textile Silk textile Woolen textile Readymade garments Hand crafted textile


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2.2) Below is a pie chart showing Indias Textile Export for the year 2011, with

further break up of overall exports into different categories.

(source-http://www.cci.in/pdf/surveys_reports/indian-textile-industry.pdf)

India's Textile export % share FY11

Readymade garment 45%

Cotton textile 25%

Handicraft 4%

Silk and handloom 18%

Wool and woolen textile 4%

Others 4%

India's Textile export % FY 2011

Readymade garment

Cotton textile

Handicraft

Silk and handloom

Wool andwoolen textile

Others
http://www.cci.in/pdf/surveys_reports/indian-textile-industry.pdfhttp://www.cci.in/pdf/surveys_reports/indian-textile-industry.pdf


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For the year 2011, the share of Readymade garments in total textile export was

around 45%

Similarly for Cotton was 25%

Handicraft was 4%

Silk and Handlooms was 18%

Wool and woolen was 4%

And Others was 4%

Thus from the above pie chart it is very much evident that Readymade garment tops

the list in Indias total export followed by Cotton textile, Silk & Handlooms, Wool &

woolen, handicrafts and others.


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2.3) A Graph showing revenue generated in India from Textiles since the year 2006 to

2011, in US billion dollars

(source-http://www.cci.in/pdf/surveys_reports/indian-textile-industry.pdf)

India's Textile Export (US $ billion)

FY' 06 17.6

FY' 07 19.1

FY' 08 22.1

FY' 09 21.2

FY' 10 22.4

FY' 11 26.8

Thus from the above bar graph it is very much clear that Indias textile export is

increasing year by year.

The Textile Export has increased from around 17.6 US billion dollar in 2006 to

around 26.8 US billion dollar in 2011.

0

5

10

15

20

25

30

FY' 06 FY' 07 FY' 08 FY' 09 FY' 10 FY' 11

India's Textile Export (US $ billion)

India's Textile Export (US $

billion)
http://www.cci.in/pdf/surveys_reports/indian-textile-industry.pdfhttp://www.cci.in/pdf/surveys_reports/indian-textile-industry.pdf


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3.

COMPANY PROFILE


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3.1) About Zen X Pvt ltd-

Zen X Pvt Ltd, the Apparel Company was founded in 2012 by Navanil Das &Neha

Das. Mr. Navanil Das has over 10 years of experience with corporate advertising.

Zen X in apparel is just a startup firm now. The strategy of business is to start with

Customized T-shirts and slowly and gradually increase it to Jackets, hoods, sweat

shirts and caps.

Zen X is a start-up organization. Founded in 2012 they are a dynamic and forward-

thinking company and their business is bound to grow rapidly. They strive to treat

their customers, vendors, and co-workers as they would want to be treated and have a

strong sense of innovation and individual responsibility.

Zen X is an innovative firm that enables people to design and order custom decorated

products such as printed T-shirts and embroidered caps for their groups and events

including student groups, bands, small businesses, corporations, family reunions, and

more. Their custom T-shirt printing operations accommodate orders of all sizes,

ranging from a single T-shirt to quantities in the thousands.

They offer a wide range of products from T-shirts to website solutions! They have a

wide variety of customers (over 200) that currently purchase from them. Their

specialty and their niche is with customer service.

Competitive Edge

Zen X has two sustainable competitive edges to assist them in market penetration. The

first edge is a enormous catalog of graphic images. By establishing strategic

partnerships with companies that have existing graphic image libraries, Zen X is able

to offer an unprecedented number of options.

Their second edge is the high quality of sublimation offered. From previous work

experience, Navnil Das has established close business and personal ties with HP's

printer division and will exclusively be using prototype technology that offers an

unprecedented high resolution sublimation process for shirts.


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Objectives of the company

To become known as the premier custom shirt sublimation service. Achieve profitability within 12 months. Design and implement strict financial controls to help ensure success.

Mission

Zen Xs mission is to offer the finest in custom shirt sublimation production. Zen X

will offer customers the best product at the best price. Customer's expectations will

always be exceeded.

What Zen X Does is..

Lets you create T-shirts by choosing colour (any pantone colour shade)combinations of sleeves, collars and cuffs.

Design T-shirts and other products, by choosing from thousands of images &hundreds of fonts from the companys catalogue.

Orders from 10 to a few 1000 accepted All-inclusive pricing (no extras for shipping or taxes) High quality screen printing and embroidery

Zen X will offer customers a variety of options for creating their own custom shirts.

The majority of orders will be for T-shirts, however other style shirts will be available.

Zen X will use their printer sublimation technology that allows a computer image to

be applied to a shirt in a high quality, high resolution, economically feasible manner.

This technology creates an image durable enough to withstand thousands of washings.

Its photo-like quality, due to significantly higher printer resolution than anything on the

market, will show off any image. The technology is cost effective enough to offer

customers the ability to order just one unit. Most other competitors' costs prohibit

printing custom shirts in one-off production runs. Finally, the customer may choose

from an extensive library of existing images, supply their own image, or have an artist

create an image for them.


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4.

Product Profile


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4.1) Zen X is a custom T-shirt sublimation company

that offering customers a choice of imagery (outs or

theirs) to apply to the front or back of a shirt.

While other vendors are able to offer sublimation in

single production runs, their computer based

sublimation process produces lower image quality. Zen

X takes sublimation one step further by producing the

graphic images at a higher resolution than other

existing technologies.

Zen X will also offer custom artwork or graphic options for sublimation. The

customer may bring in a graphic or may use Zen Xs sub-contracted artist to realize

their vision. Zen X artist can take a customer's pencil drawing or even articulated

thoughts and turn them into a new design.

Zen X will offer a range of different shirt options. As indicated by the name, there will

be an emphasis on T-shirts. Short sleeves, long sleeves, organic fabrics, and a variety

of polo, rugby and other styles will also be offered.

Round neck T-shirts-Corporate

Quality

: 200GSM, 100% Combed Cotton

Colours

Available

: White, Black, Red, Navy Blue, White Melange,

Bottle Green, Grey Melange and Royal Blue.

Very Good

Quality

: 180GSM, 100% Combed Cotton

Colours

Available



Good Quality : 160GSM, 100% combed Cotton

Colours

Available




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Collar Neck(Polo) T-shirts

Supreme Quality: 270GSM, 100% Combed Cotton

Colours

Available

CorporateQuality



280GSM, 100% Combed Cotton

Colours

Available

Very Good

Quality



240GSM, 100% Combed cotton

Colours

Available

Good Quality



220GSM, 100% Combed cotton

Colours

Available




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Keys to Success

Leverage cutting edge technology as a competitive advantage.

Due to the use of prototype technology, Zen X will be able to producesublimations of much higher quality than any of their competitors. This gives Zen

X a fantastic competitive edge. At some point within the next two years this

technology may be available to the public.

Exceed customer expectations by offering high quality products at reasonableprices with quick turnaround times.

Large catalog of graphics - Zen X is developing several strategic relationshipswith existing graphics companies that have an extensive images catalogs. It

would be difficult and expensive for Zen X to create their own library of graphics

but by developing relationships with companies who own existing libraries, Zen

X is able to offer its customers an expansive array of imagery. Zen X pays a

royalty for use of these graphics

Employ careful financial and accounting analysis to ensure efficiency and propercontrols.

Zen X has identified three competitors, two are local companies, the third is an

Internet-based shirt designer.

Cherry Uniforms -- This local competitor specializes in silk-screening. 70% oftheir business is silk-screening with the remaining 30% sublimation. They require

a minimum order of 10 with a 2-3 week lead time. This company only uses pre-

existing designs for their silk-screening and for sublimations you must use their

artist.

Champ Sports -- This local retailer is geared toward organizations or teams withproduction runs of 20 or more. They do fairly good work but are rigid regarding

custom work.

Ilogo(www.ilogo.in)-- This is an Internet-based retailer that primarily offerscomputer sublimations. ilogo has a catalog of approximately 200 images for the

customer to choose from. They do allow customers to use their own graphic. The


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quality of the sublimations is mediocre at best because they can only use off the

shelf technology.

4.3) Current Selling Strategy-

Following are the selling strategies that the company is going to incorporate at its

startup to generate sale.

Design Fair. Referral Program. Targeting Events. Large orders from Institutes. Facebook Page Advertisement.

Zen X soon after its launch is going to follow the above strategies to generate sale

apart from having its own website. Just having a website does not work for any

business, the Brand and the company awareness needs to be spread via different

means.

People need to be made aware of companys products and profile. This will be doneby conducting Design Fairs in colleges, targeting Events taking place in and around

Pune, contacting companies for mass orders etc. Each of the strategy has been

discussed in details in subsequent pages.

4.3.1)DESIGN FAIR

A Design Fair is scheduled to be organized in colleges of Pune city, with approval of

the concerned authorities.

Students will be asked to submit the design they like or they think can go to the place

of being chosen the best design. A Consolation price will be given to every

participant, say a PROMOCODE, which entitles them to get discount while

purchasing online from the companys website. Also since the participants will be

submitting their design via their Email id, the company here not only gets a Database


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of its prospective customer but also spreaded awareness about the company and its

product.

A cash reward for the best design chosen will be given, plus every participant gets a

consolation price.

Advantage-

Awareness about the Company and its product. Helps in generating DATABASE of prospective customers. Will also help in

future communication purpose.

Company can do cross selling by tempting its customers by providing themwith Promo code which will give them certain discount on purchase.


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**Above is the feature of Promo

code shown in the image, which

will be implemented on companys

website.

4.3.2_Refer a Friend Program

A kind of referral program for students will be implemented. Good people always

seem to know good people - that's why a referral program will be started wherein, by

signing up for such a program, a customer gets a unique id. Such ids will be used to

identify the person who has referred the new customer.

Therefore, if a existing client introduces us to someone who buys from the company,

that person receives a Thank You payment of100points equivalent to Rs100, in

addition to our eternal gratitude in form of a mail.

Zen X will attempt to gain awareness of the different student groups who actively

purchase shirts for their members. Awareness will be achieved through a combination

of sponsorship of student organization events as well as advertisements in magazinesthat specifically target this demographic.

Advantages-

Existing Customers will be happy, since they get a Discount of Rs 100 onevery referral

Helps the company in making new customers. More awareness spread about the company.


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4.3.3)Events

Another strategy includes targeting events and occasions taking place in the city. One

of the best ways to promote your clothing line is to attend and showcase at events

and trade shows. You get to put your products in front of potential buyers and fans,

and you might even manage to sell out your entire inventory. Youll also get to

network and meet other cool people in the apparel business. The event may be a

ceremony, celebration, festival, happening, Party, Sporting event etc. Organizers of

such events can be contacted and informed about customized T-shirts that can be

provided for their Event.

People are impressed by what looks professional. This may seem like a bit of a

paradox since these are typically the anti-mainstream crowds, but its true. They want

to see that you care about your product enough to give them a reason to care about it.

Obviously a strong lineup of products is important, but equally important is the way

you display them.

Wearing such T-shirts not just provides the company with bulk orders but also helps

organizers to differentiate between them & participants and also make it memorable.

There are various websites that provides information about latest happening about

events in the city. Some of them are as follows-

www.meraevents.com www.zomato.com/events www.pune.burrp.com/events www.punediary.com www.buzzintown.com
http://www.meraevents.com/http://www.zomato.com/eventshttp://www.pune.burrp.com/eventshttp://www.punediary.com/http://www.buzzintown.com/http://www.buzzintown.com/http://www.punediary.com/http://www.pune.burrp.com/eventshttp://www.zomato.com/eventshttp://www.meraevents.com/


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Also various events do take place in Colleges and schools. And Pune also known as

Oxford of the East , becomes a big market for Customized T-shirts.

Some of the well known and popular intercollegiate events include SYMPULSE of

Symbiosis, DHRUV of Pumba, CREDENZ, reunion events like REFLECTION,

NOSTALGIA etc.

4.3.4)Becoming a sponsorWhen marketing a T-shirt brand, one of the best ways to increase exposure is by

becoming a sponsor

Following are the tips that will be followed before considering sponsoring an event

Why Zen X would sponsor?

-It helps the brand in increased exposure by sponsoring popular people or events with

high attendance.

-People and events one sponsors will surely bring about buzz, and the best marketing

for your business is word of mouth.

-People Zen X sponsor will be connected with the target market and have social

circles thatprobably wouldnt have reached otherwise.

-Sponsoring the right people will give brand a higher perceived value

Whom to sponsor?

-Upcoming local music artists and dancers.

-Events relevant to target like Induction or Convocation programs, College fest,Sports day in schools and colleges etc

-A cause relevant to your target

What to sponsor?

-Just a few T-shirts. By sponsoring we dont means we will be paying for the

appetizers at events or an athletes plane tickets or anything like that.


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When Zen X will sponsor?

-When there is a release a new batch of designs. Get those designs as much exposure

as possible.

-When the company knows of a local celebrity whos attending some event soon. Try

to get him/her to wear one of our T-shirts at the event.

-When the company will have some shirts left over from last season that havent sold.

4.3.5)InstitutesVarious Travel, tourism, health and fitness industries also will be targeted.

There are many gymnasiums and other fitness clubs in cities. The company can have

tie ups or sponsor free T-shirts or pay some part of its profit to set up a temporary

canopy in the premises of such clubs and sell customized T-shirts to its members.

T-shirts with such motivational messages and images will definitely tempt health

conscious people to wear them and flaunt their message.


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4.3.6) Facebook Pageadvertisement-

Some of the most visited sites daily on the

internet are various social networks. The

largest demographic of these sites are the

people who purchase the most tee shirts of

any other group. There are many tee shirt

brands that have launched to success with just

a small beginning presence on a social

network.

Depending on which network the strategy will differ according to their individual

policies. Some networks allow open promotion of your product while others dont.

Zen X can bring in external content to build up profile on some networks but not

others. They all have their own methods of keeping in touch with other people,

whether it is through profiles, messaging or a blogging platform. It is impossible to

provide a run down on just one way to use all social networking sites.

Currently Facebook boasts somewhere in excess of 900 million users and growing.

Youve probably heard this line by now, but If it were a country it would be the third

largest in the world behind China and India only.

Facebooks advertising platform is a vehicle worth exploring. The tool allows you to

place small display type ads in the right sidebar of Facebook pages and profiles.


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Creating a FB page and making people like it can really boost business forCustomized T-shirt. The steps to create FB page is very simple and goes as follows-

Step 1: Build your Facebook Page

Everything on Facebook starts with your Page. Create a Page. Its a simple, free way

to communicate with customers.

Add a unique cover photo and use your logo as a profile picture Create a post so when people visit your Page they see recent activity Make sure to like your Page and share it with your friends

Step 2: Connect with people

Get people to like your Page. Create several ads and target based on location,

demographics and interests.

Create multiple ads to help build an audience for your Page

Use the targeting options to show your ads to only the people you want reach
https://www.facebook.com/campaign/landing.php?campaign_id=357409530988309&placement=front&url=http://www.facebook.com/pages/create.phphttps://www.facebook.com/campaign/landing.php?campaign_id=357409530988309&placement=front&url=http://www.facebook.com/pages/create.phphttps://www.facebook.com/campaign/landing.php?campaign_id=357409530988309&placement=front&url=http://www.facebook.com/pages/create.php


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See which versions of your ads work best

Step 3: Engage your audience

Post quality updates and promote your posts with ads to engage your customers and

their friends.

Add a new post to your Page at least once a week

Encourage check-ins, participation in events or create an offer to encourage moreactivity on your Page

When people interact with the content on your Page, their friends are eligible to seethe activity


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5.

Literature review


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5.1) About Consumer Behavior

Consumer behaviour is the study of individuals, groups, or organizations and the

processes they use to select, secure, and dispose of products, services, experiences, or

ideas to satisfy needs and the impacts that these processes have on the consumer and

society . It attempts to understand the buyer decision making process, both

individually and in groups. It studies characteristics of individual consumers such

as demographics and behavioural variables in an attempt to understand people's wants.

It also tries to assess influences on the consumer from groups such as family, friends,

reference groups, and society in general.

Customer behaviour study is based on consumer buying behaviour, with the customer

playing the three distinct roles of user, payer and buyer. Research has shown that

consumer behavior is difficult to predict, even for experts in the field. Relationship

marketing is an influential asset for customer behaviour analysis as it has a keen

interest in the re-discovery of the true meaning of marketing through the re-

affirmation of the importance of the customer or buyer. A greater importance is also

placed on consumer retention, customer relationship management, personalisation,

customisation and one-to-one marketing. Social functions can be categorized into

social choice and welfare functions.

Once a buyer recognizes a problem or a need to buy a product he goes through the

following buying process which are as follows-

1. Information SearchOnce the consumer has recognised a problem, they search for information on products

and services that can solve that problem. Belch and Belch (2007) explain that

consumers undertake both an internal (memory) and an external search.

Sources of information include:

Personal sources Commercial sources Public sources Personal experience


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The relevant internal psychological process that is associated with information search

is perception. Perception is defined as "the process by which an individual receives,

selects, organises, and interprets information to create a meaningful picture of the

world". Consumers' tendency to search for information on goods and services makes it

possible for researchers to forecast the purchasing plans of consumers using briefdescriptions of the products of interest.

The selective perception process

Stage Description

Selective exposure consumers select which promotional messages they willexpose themselves to.

Selective attention consumers select which promotional messages they will payattention to.

Selective comprehension consumer interpret messages in line with their beliefs,attitudes, motives and experiences.

Selective retention consumers remember messages that are more meaningful orimportant to them.

The implications of this process help develop an effective promotional strategy, and

select which sources of information are more effective for the brand.

2. Evaluation Of alternativesAt this time the consumer compares the brands and products that are in their evoked

set. The evoked set refers to the number of alternatives that are considered by

consumers during the problem-solving process. Sometimes also known as

consideration , this set tends to be small relative to the total number of options

available. How can the marketing organization increase the likelihood that their brand

is part of the consumer's evoked set? Consumers evaluate alternatives in terms of thefunctional and psychological benefits that they offer. The marketing organization

needs to understand what benefits consumers are seeking and therefore which

attributes are most important in terms of making a decision. It also needs to check

other brands of the customers consideration set to prepare the right plan for its own

brand.


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3. Purchase decisionOnce the alternatives have been evaluated, the consumer is ready to make a purchase

decision. Sometimes purchase intention does not result in an actual purchase. The

marketing organization must facilitate the consumer to act on their purchase intention.

The organization can use a variety of techniques to achieve this. The provision of

credit or payment terms may encourage purchase, or a sales promotion such as the

opportunity to receive a premium or enter a competition may provide an incentive to

buy now. The relevant internal psychological process that is associated with purchase

decision is integration. Once the integration is achieved, the organization can

influence the purchase decisions much more easily.

There are 5 stages of a consumer buying process they are: The problem recognition

stage, meaning the identification of something a consumer needs. The search for

information, which means you search your knowledge bases or external knowledge

sources for information on the product. The possibility of alternative options, meaning

whether there is another better or cheaper product available. The choice to purchase

the product and then finally the actual purchase of the product. This shows the

complete process that a consumer will most likely, whether recognisably or not, go

through when they go to buy a product.

4. Post purchase evaluationThe EKB model was further developed by Rice (1993) which suggested there should

be a feedback loop, Foxall (2005) further suggests the importance of the post purchase

evaluation and that it is key because of its influences on future purchase patterns

Consumer behaviour is influenced by internal conditions such

as demographics, psychographics (lifestyle), personality, motivation, knowledge,

attitudes, beliefs, and feelings. Psychological factors include an individuals

motivation, perception, attitude and belief, while personal factors include income

level, personality, age, occupation and lifestyle.

Behaviour can also be affected by external influences, such as culture, sub-

culture, locality, royalty, ethnicity, family, social class, past experience reference

groups, lifestyle, market mix factors.


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5.2) Factors influencing Consumer behavior

1. Cultural factors2. Social factors and3.

Personal factors

1. Cultural factorsCulture, subculture and social class are particularly important influences on consumer

buying behavior. Culture is the fundamental determinant of a persons wants and

behavior. The growing chld acquires a set of values, perception, preferences, and

behavior through his or her family and other key institutions

A child growing in US is exposed to following values: achievement,

success,efficiency, practicality, progress, material comfort, individualism, freedom,

humanitarianism and youthfulness.

A child growing up in traditional middle class family in India is exposed to the

following values: respect and care for others, honesty and integrity, hardwork,

achievement, Humanitarianism and sacrifice.

Each culture consist of smaller subculture, that provide more specific identification

and specialization for their members. Subcultures include nationalities, religions,racial groups and geographic regions. When subculture grows large and affluent

enough, companies often design specializes marketing programs to serve them.

2. Social factorsIn addition to cultural factors, social factors such as reference groups, family, and

social roles and statuses affect our buying behavior.

Reference groupsA persons reference groups are all the groups that have a direct (face-face) or indirect

influence on their attitudes and behavior. Groups having a direct influence are called

membership groups. Some of these are primary groups with whom the person

interacts fairly continuosly and informally, such as family, friends, neighbours and co

workers. People also belong to secondary groups, such as religious, professional and

trade union groups which tend to be more formal and require less continuous

interaction.


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Aspirational groups are those that a person hopes to join; dissociative groups are those

whose values or behavior a person rejects. An opinion leader is a person who offers

informal advice or information about a specific product. They are often highly

confident, socially active and involved with the category.

FamilyThe family is the most importsnt consumer buying organization in society, and family

members constitute the influential primary reference group

Roles and StatusA person participates in many groups-family, clubs, organization. Such groups are

often a important source of information and help to define norms for behavior. A role

consist of activities a person is expected to perform. Each role carries a status.

3. Personal factorsA buyers decision are also influenced by personal characteristics which are-

Age and stage in the life cyclePeople buy different goods and services over a lifestyle. Taste in food, clothes and

furniture is often age related. Consumption is shaped by family life cycle. Trends like

delayed marriage, child migrating to distant cities or abroad for work leaving parents

behind, tendency of professionals or couples to acquire assets such as a house or

automobile in the early stages of carrier has resulted in different oppurtunities in life

cycle.

Occupation and Economic circumstancesOccupation of a person also influences consumption patterns. A blue collar worker

will buy clothes, work shoes and lunch boxes.

A company president will buy dress suits, air travel and county club membership/

Product choice is greatly influenced by economic circumstances: spendable income,

savings and assets, debts, borrowing power and attitude towards saving and spending.


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Personality and self concept.Each person has personality characteristics that influence his or her buying behavior.

By personality, we mean a set of distinguishing human psychological traits thatg lead

to relatively consistent and enduring responses to environmental stimuli.

Lifestyle and valuePeople from the same sub culture, social class and occupation may lead quite different

lifestyles. A lifestyle is a persons pattern of living in the world as expressed in

activities, interests and opinions, Lifestyle are shaped partly by whether consumers are

money constrained or time constrained.


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6.

OBJECTIVES & SCOPE.


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OBJECTIVES & SCOPE.

The Following are the objectives of the Research-

Primary Objectives

To Study Consumer Behavior when it comes to purchasing apparel like T-shirt.

Studying factors like spending power for T-shirts, frequency of purchase,place preference of purchase and any special occasion for purchase etc

Secondary Objectives

Find out ways of spreading more awareness about Customized T-shirt. Finding out through Questionnaire if people really prefer online apparel

buying.

To determine the profit potential in the market. The ways in which the Youth in Pune, mostly college students can be

targeted.


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6.2) Scope of the report-

The research was conducted in the city of Pune and respondents chosen were mostly

in the age group of 18-30 years.

Since it is mostly the youth who prefer wearing T-shirts as compared to people of

other age group and the company also wishes to target this particular segment in the

market.

The research report will assist the Company in strategically choosing its targeted

customer and increase it sales by undertaking proper promotion methods and other

advertising modes.


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7.

RESEARCH METHODOLOGY


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7.1) Research:

Research in common parlance refers to a search for knowledge. One can also define

research as a scientific and systematic search for pertinent information on a specific

topic.

Market research is the process of systematic gathering, recording and analyzing of

data about customers, competitors and the market. Market research can help create a

business plan, launch a new product or service, fine tune existing products and

services, expand into new markets etc. It can be used to determine which portion of

the population will purchase the product/service, based on variables like age, gender,

location and income level. It can be found out what market characteristics your target

market has. With research is to help companies make better business decisions about

the development and marketing of new products. Market research represents the voiceof the consumer in a company.

Research methodology is a way to systematically solve the research problem. It can be

understood as a science of studying how research is done scientifically. It takes many

dimensions and research methods to constitute a part of the research methodology.

Thus when we talk of research methodology, we not only talk of the research methods

but also consider the logic behind the methods used in context of the research study in

such a way that results are capable of being evaluated either by the researcher himself

or by others. Under this head, the methods and techniques used in preparing this report

are discussed.


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7.2) Statement of Research:

A Study of Consumer behavior for T-shirtsfor Zen X Pvt Ltd in Pune region

7.3) Type of Research:

Descriptive type research was used to complete the project. This research is based on

fact findings, enquires and the variables are totally independent and uncontrollable.

7.4)Research methods:


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a) The project undertaken was a descriptive research. Researcher undertakessurveys to learn about peoples knowledge, beliefs, preferences and

satisfactions and to measure these attributes in general population.

This is a descriptive type research in which customers answers the questions through

questionnaire. Also study of all the events and occasions taking place in Pune region

was taken into account. Based on the answers given by the customers in questionnaire,

interpretation would be given.

7.5) Data collection:

Primary data

Primary data of research of are collected from direct resources (Onlinequestionnaire) through close ended questionnaire.

Secondary data

Secondary data which are used to know about the events andoccasions where such T-shirts can be sold. Such information was

available through various Event Websites and accessing college

information for College Events.

7.6) Universe:

Universe of this research consist of people mostly, youths aged 18-30yrs, in Pune region.

7.7) Sampling plan:

Random sampling is used for research project. Equal weightages havebeen given to all respondent and have chosen them randomly without

any biased like gender, age, income and culture.

In a simple random sample of given size all subsets of the sample unitare given a equal probability. Each element of the frame thus has an


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equal probability of selection; the frame is not subdivided or

partitioned.

7.8) Sample Size

The sample size studied is 100. The respondents were asked to fill in the questionnaire

posted on a website called Monkeysurvey.com.

Following is the link to the questionnaire-


7.9) Sampling technique:

The sampling technique used was a combination of the convenientand the judgmental sampling.

Convenient sampling is a non-probability sampling. The techniquewas chosen as convenient and saves time. Respondents who were

easily available for survey were selected.

7.10) Data representation technique and tools:

Tables Pie charts. Bar Graphs.


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8.

Data Analysis & Interpretation


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Data Analysis and Interpretation

8.1) The following pie chart shows the Location or Place from where people prefer

buying apparels.

People Prefering buying Apparels

Online Shops 17

Clothing Shops 40

Malls 33

Factory outlets 10

People Prefering buying Apparels

Online Shop

Clothing Shop

Malls

Factory outlets


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The above chart shows the breakup of destinations from where people prefer buying

apparels.

Interpretation-

Only about 17% respondent said that they buy apparels online. The reason for this

could be the risk associated to online shopping or unawareness as to how to make

payment.

There are many risk and scams taking place all over the world when it comes to

making payment online. Some of them are Passwords getting saved on remote

computers, a frequent scam is of a web store offering designer goods at seemingly

bargain prices. The consumer, hoping for a good price, may be tempted to purchase

from here. By purchasing from this store, the consumer will, in essence, hand his or

her financial information to the criminals behind it. Within moments, the consumer'sbank account will be cleared of funds by the criminals.

About 40% respondent said that they still liked to buy apparels from the local clothing

shop, about 33% from Malls like SGS, Orbit and Phoenix mall. People in India still

give preference to feeling and touching the clothes and trying them personally before

taking a decision to buy a cloth.

There could be a wide spread belief that the cloth material or the apparel itself would

not be as attractive as it might be looking online. The color shade or quality may

differ. Hence they have the urge to see it personally, try it and then take a buyingdecision.

And about 10% bought them from factory outlets.

Also since there are not many factory outlets in Pune, hence so less number of people

said they would buy it from factory owned outlets.


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8.2) The price range, in Indian Rs, which respondents spent for online apparel buying.

Price range in online Apparel buying

less than 1000 44

1000-2000 24

2000-3500 1

3500 and more 0

Price range in online Apparel buying

less than 1000

1000-2000

2000-3500

3500 and more


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Interpretation-

From the response received, the majority of people spend less than Rs1000 on buying

apparels.

The reason for it could be the conventional habit of seeing and feeling the clothes

before buying it, or the belief that product itself or the quality may be different or just

trying the online store when making a first purchase and thus lessening the risk.

Since the company is planning to keep the price range of T-shirt below Rs500, this

actually turns out to be in their favor.

May be by opening outlets or having Canopy at public places the sales can be

increased since buyers here can actually see the product and buy if they like.

Very few respondents, 24, spent more than Rs 1000 and less than Rs2000 for online

purchases. These may be the buyers who are well aware of online buying procedures,

who are tech savvy and are well versed with online pay back policy.


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8.3) Frequency of Online Purchase made by respondents

Frequency of online purchase by respondents

Weekly 0

Monthly 2

Yearly 20

Ocassions like sale, festivals

etc

30

Frequency of online purchase by respondents

Weekly

Monthly

Yearly

Ocassions like sale, festivalsetc


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Interpretation-

Majority of the respondents said that they went online to buy only during special

occasions like Diwali or when there were huge discounts offered on Apparels.

It was only during these events they preferred buying online and as such did not have

any inclination to buy online.

Out of the 50 respondents, none bought apparels weekly online. Only a few, 3

respondents, bought it online. Whereas a large chunk bought atleast once in a year


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8.4) Satisfaction level achieved in online shopping.

Satisfaction level in Online transaction

Extremely satisfied 45

Somewhat satisfied 3

Somewhat dissatisfied 2

Completely Dissatisfied 0

When the respondents were asked if they were Satisfied in the online purchase of

apparel they made, the results were quite satisfying

Almost all positively respondend saying they were happy with the procedures of

making payment, choosing products and overall online environment.

Only a small portion,3 respondents, were some what satisfied or Somewhat

dissatisfied

Satisfaction level in Online transaction

Extremely satisfied

Somewhat satisfied

Somewhat dissatisfied

Completely Dissatisfied


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8.5) Discounts, Promocode and other offers impact on next purchase.

Discounts, Coupons or other offers impact onnext purchase

Yes Definitely

No, depends on the deal

Others

Discounts, Coupons or other offers impact on next

purchase

Yes Definitely 48

No, depends on

the deal

25

Others 27


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Interpretation-

48 of the respondents said that having a Coupon or a promo code which will giv them

discount on the next purchase will definitely make them purchase again from the same

web store. This could be because of the exclusivity given to them over other first time

buyers which entitles them a special discount on purchase, thus giving them a fell of a

privileged customer.

25 respondents said that having a coupon or promocode doesnt make sense unless

they find a appropriate apparel online. Just having a coupon entitling a discount and

not finding a good, suitable T-shirt wouldnt tempt them to buy it. Along with coupon

the product should be appealing.

The other responses received said the overall satisfaction level like the complete

buying and website layout, payment methods, easy product viewbility along with thequality of product and payment return policy would be determining factor of next

purchase.;


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8.6) Number of Males and Females respondents.

Respondents (gender wise) Nos

MALES 62

FEMALES 38

Interpretation-

The majority of the respondents are Males who filled in the questionnaire as comparedto Females. There are 62 males as compared to 38 females who were surveyed.

0

10

20

30

40

50

60

70

MALES FEMALES

Nos

Nos


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8.7) Awareness about Online Return back Policy.

Awareness about Return back Policy Nos.

YES COMPLETELY 33

PARTIALLY 19

DONT KNOW 48

Interpretation-

Out of the total 100 respondents, only 33 said that they are completely aware about the

money return back policy, provided they are according to the terms and conditions

laid down by the company.

There is still a large chunk who are completely unaware-48. And a few who somewhat

knew that some websites provide such kind of features but how exactly it works they

were unaware.

0

10

20

30

40

50

60

YES COMPLETELY PARTIALLY DONT KNOW

" Return Back Policy "

" Return Back Policy "


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8.8) Payment mode preference for Online Shopping.

PAYMENT MODE Nos.

CASH ON DELIVERY40

DEBIT/CREDIT CARD 33

NET BANKING 27

Interpretation-

Out of 100 respondents, 40 said that they would prefer to use the Cash On Deliverypayment method. It may be because they will be completely risk free of online risk

associated with making payments likes passwords being saved and money being

siphoned off from their accounts. Here, they just have to place an order and payment

has to be made on delivery.

33 and 27 respondents said they did not mind using Debit/Credit Card and Net

banking payment method respectively. It is because they are very well aware of online

payment modes becoming more and more secure and safe day by day.

PAYMENT MODE

CASH ON DELIVERY

DEBIT/CREDIT CARD

NET BANKING


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8.

Findings and Observation


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Findings and Observation

Still large numbers of buyer are away from online apparel buying. Out of total100 respondents only 18 preferred buying apparels online because of the ease

and comfort associated with it.

40 respondents still bought it from the local apparel shop located near theirplace since they feel the necessity to touch and check the cloth before buying.

And around 30 respondents said they bought it from Malls and Hypermarkets

whenever they went shopping.

From the responses received it became quite evident that when it came to largespending in buying apparels, Rs 3500 and more, people mostly preferred to buy

it from Malls and Branded shops that searching for it online.

When spending less than Rs 1000, respondents preferred going online andsearching for what they want.

The frequency of purchasing online was quiet rare. Mostly on some specialoccasions or during festivals people, 30 respondents, preferred buying online.

And there were at least 10 respondents who had bought apparel online in the

last year.

Most of the respondents, 40, positively cited that they were extremely satisfiedafter buying apparels online and didnt face any problem.

Payment return policy, if product is not found appropriate would be preferentialfactor.


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Observations-

The competition from the local Cloth store or the unorganized market is tough.Majority of people still prefer to feel and touch the apparel before buying.

Zen X needs to increase its presence in market place by opening its ownoutlets, the cost of which turns out to be very expensive. It just cannot

completely depend upon the website for sale.

For having tie ups or having Canopys in colleges and gyms, it need to takeprior permission from the owners. In most of the organized institutes say

GOLD GYM or Talwarkars, its very difficult to get permission since they are

mostly on Franchise system. And the Franchisor in most of the cases do not

allow any kind of promotion on their premises.

For Online buying, though the payment procedure is quite safe now, peoplestill hesitate to use it.


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9.

Conclusion


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Conclusion-

T-shirt is something which people do buy frequently for their day to day use. The sale

of such apparels is more or less stable and actually increases if sales promotion

activities are offered like discount, coupons etc. Many online webstore have beenusing such sales promotion techniques and are quite successful in generating sales and

increasing customer traffic to their website.

Thus initially to bring more and more customers to their webstore Zen X will have to

offer and undertake various sales promotion strategies and make people very much

aware about its customized T-shirt and other products that it sells.

There is a very tough competition from the local cloth shop or the unorganized sector

but the rate of growth of online shoppers is increasing significantly! Rather than

visiting shops located in busy markets, travelling there spending on fuel, energy and

time, people are now giving due consideration to online shopping. All the products of

a webstore are just a click away, Payments can be made easily with also an option to

be made at the time of delivery, Return back policy and all this can be done just sitting

at home. This is what would work in companys favour.

The only catch is that when a customer chooses Cash on delivery payment mode, he is

being charged a norminal amount say between Rs 25-50. This is something the

customers would not like. Hence at the initial stages of business, Zen X can waive off

this premium charge and attract more business.

Many people still hesitate making payment online or using their Debit/Credit cards

with the threat that such information can be misused by miscreants and they can face

huge financial loses. To overcome this fear company can provide an option to make

payment at the time of delivery of orders. Also with improvement in technologies and

payment making methods, people are getting more and more confident using online

payment modes and the fears associated with it is shrinking day by day.

According to me, the share of unorganized retail apparel market is going to shrinkdrastically and if such local players want to sustain in business will have to go online.

The scope for such online apparel webstore is very wide and is going to increase year

by year, provided it keeps on making available goods which are according to the

needs and requirements of consumers


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10.

Suggestion


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Suggestions

Since most of the respondent said that they spend less than Rs 1000 in onlinebuying, the company will have to set the price range below it.

When it came to buying apparels for more than Rs3500, people mostly

preferred to go to Malls to buy since they were able to find many brands,

variety and choices there.

The company will need to have more tie ups or have its own outlets to increasesale. It cannot entirely depend on online selling since people still prefer to feel

the quality of clothes and see it before buying.

The website on its own cannot bring business for the firm. Though its one of

the mode of selling, the company should have more tie ups and have its own

outlets in future to increase its business and spread more awareness about it.

The market for such customized apparel is very vast. The company can alsoexport its product in future, since the textile industry of India is growing year

by year and its exports are increasing.

There is a large chunk of population who still buys apparel from the local clothstore or Malls. Though the trend of online shopping is increasing, but when it

comes to apparel, its increasing at a very slow pace.

Easy and less complex payment mode should be there. A portal or a softwarewherein, customers can upload their images and see it online how the Apparel

would look o them should be made available.


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Limitation

The sample size chosen for the research project consisted of just youths in cityof Pune and was just 100 in number.

The time period available for conducting the overall research and analyzing theresponses were limited to 40 days. More efficient and correct information

would have been available if the time period had been more.

The study was restricted to the city of Pune, Maharashtra only. Youths in otherparts of country may have completely different response for the same, which

also needs to be taken into consideration before reaching to any conclusion.

In the questionnaire, respondents preferred to choose more than one optionavailable, since they felt both were suited at the same time. But the onlinequestionnaire method prevented them from selecting more than one option.

By studying just a sample size of 100 it becomes very difficult to reach to anyconclusion. We cannot generalize anything relating to overall behavior of

consumers by just studying such a small sample size, considering the vast

population of India.


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Bibliography

www.surveymonkey.comwww.T-shirtriches.comwww.T-shirtmagazineonline.com

Books refered-

Marketing Management by Philip Kotler

Visual Marketing by David Langton and Anita Campbell.The T-shirt book by Bruno Collin.
http://www.surveymonkey.com/http://www.surveymonkey.com/http://www.tshirtriches.com/http://www.tshirtriches.com/http://www.tshirtmagazineonline.com/http://www.tshirtmagazineonline.com/http://www.tshirtmagazineonline.com/http://www.tshirtriches.com/http://www.surveymonkey.com/


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Annexure

QuestionnaireFollowing is the screenshot and the link to the online Questionnaire-


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Following is the link to online questionnaire


tshirt survey for pune region

Documents