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8/4/2019 Perception About Branded Apperal Final Report_pratik
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Report
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On
Subject:Organizational Behavior-I
Perception about
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INDEX
Sr.
no.
Particulars Page No.
1. Acknowledgement 42. Abstract 5
3. Objectives of the PresentStudy
8
4. Factors affecting attitude
towards brands
9
5. Secondary data 106. Research Design 117. Methodology 138. Findings
179. Limitations 2810. Summary and conclusions 2911. Bibliography 31
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ACKNOWELDGEMENT
ANY SINGLE WORK IS A PRODUCT OF EFFORTS, GUIDANCE
AND BLESSINGS OF MANY PEOPLE. for our project this statement
is also equally true.
We would like to express our sincere gratitude to the AES Post
Graduate Institute of Business management for introducing the
project work in our curriculum.
Our sincere thanks to, director of the institute for encouraging such
projects related to our field of study and for giving us excellent
opportunity to learn from experience.
We would like to forward our sincere thanks to for providing the
necessary guidance required for the project.
Thanks one and all for helping us recognize POSSIBILITIES ARE
UNLIMITED ONLY WE NEED TO EXPLORE THEM.
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Abstract
Determining customers perception about the branded apparel is the
main theme of the survey conducted by our team. The study was
conducted using the personal survey method on respondents from
Ahmedabad, Gujarat. Sample size for our survey was 100. Utmost
care is taken to ensure that people from all age groups are taken. The
major findings of the study depict that out of the various parameters
taken into consideration, customers consider quality as the most
important parameter while opting for brands. In addition, the income
plays an important role affecting the perception.
When we see the rankings given to various parameters, we can see
an obvious pattern in most response of the respondents. Most
respondents ranked Quality as 1st (51), Durability as 2nd (26), Value for
money as 3rd (18), Comfort as 4th (20), Availability as 5th (25), Brand
Loyalty as 6th (21) and Status as 7th (17).
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The Indian Apparel Industry
The Indian apparel industry plays an important role in generating
foreign exchange reserves and creating employment opportunities.
India is the sixth largest exporter of readymade garments in the world
with apparel worth 9.7 billion dollars exported from the country in
2007-08 (Jairam, 2009). The concept of readymade garments is
relatively new for the Indians. Traditionally, Indians preferred dresses
stitched by local tailors, who had tailoring units in townships or cities
and catered exclusively to local demand. The growing fashion
consciousness during the 1980s and the convenience offered by ready-
to-wear garments were largely responsible for the development of the
branded apparel industry in India. Other factors that contributed to its
growth were greater purchasing power in the hands of the youth,
access to fashion trends outside the country and the superior quality of
fabrics. The 1990s witnessed a drastic change in the overall economic
environment of the country. Liberal trade and new investment policies
characterized the period. The effect of liberalized polices was seen in
the clothing industry as well. In 2001-02, the domestic apparel market
was estimated at Rs 431 billion, of which the readymade garments
business was estimated at Rs. 298.5 billion. The branded apparel
market accounted for Rs.90 billion of this Rs.298.5 billion market.
Indias domestic market for clothing, textiles and fashion accessories is
currently worth Rs. 113,500 crores as per the India Retail Report 2007
estimates. Nearly 19% of this market is organized. Of the total market
size of Rs. 113,500 crores, menswear takes up 32 per cent, followed
by womens wear at 29 per cent, kids wear at 13 per cent, uniforms at
8 per cent, unisex apparel at 7 per cent and non apparel fashion
accessories at 11 per cent (India Retail Report 2007). Thus, it can be
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seen that a huge chunk of the market is still dominated by unbranded
clothing and remains to be tapped by branded apparel manufacturers.
The Indian domestic and export market for textile and apparel is
expected to grow at 6.5 per cent and 12 per cent Compounded Annual
Growth Rate (CAGR), respectively. The growth in the domestic market
is driven by favorable demographic factors, rise in disposable incomes
and a shift towards branded apparel. The growth in exports is
expected because of International retailers looking at India as the best
alternative to China of sourcing of apparel. In order to successfully
exploit this potential, branded clothes manufacturers need to be
cognizant of customers evaluation of and attitude towards branded vs.
unbranded apparel. The present study primarily focuses on how
consumers evaluate branded clothes based on factors like price,
quality, comfort, etc.
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Objectives of the Present Study
The present study has been undertaken to understand the importance
customers attach to different parameters related to clothing while
making a choice of the clothes they buy and also to analyze how they
evaluate branded apparel vis--vis unbranded apparel. In particular,
the research focuses on:
1. Finding out major factors considered to be important by customers
while choosing clothes.
2. Analysing the effect of these factors on the percentage of branded
clothes the customer has in his/her wardrobe.
3. Understanding the gap in customers perception regarding branded
vs. unbranded clothes along different parameters.
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Factors affecting attitude towards brands
On the basis of the previous studies undertaken in this area, a number
of factors have been identified which affect the perception of
customers in respect of brands and consequently their evaluation.
These factors have been incorporated in the current study to understand
their effect on Indian customers choice of clothing.
Brand Awareness
When deciding between competing brands, customers may depend ontheir brand knowledge, which determines how they think and respond
to different stimuli regarding a particular brand.
Price
Price has been defined as an important factor which influences the
brand image which consumers attach to brands.
Quality Perception
Customer attitude towards brands also depends on the consumer's
perception of the overall quality of the brand.
Overall Brand Attitude
In addition to specific brand attributes, an important brandassociation is the overall brand attitude. Brand attitude is based on
certain attributes such as durability, incidence of defects,
serviceability, features, performance, or "fit and finish".
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Secondary Data
Age (in years)15-25(24.8%)
26-35(25.1%)
36-45 (25.2%) >45 (24.9%)
Gender Male (55.5%) Female (44.5%)
Income
(monthly)
30000 (23.7%)
OccupationStudent
(16.5%)
Housewife
(7.3%)
Self-
employed(20.8%)
Public
sector
employee(15.8%)
Private
sector
employee(32.3%)
Retired
(7.3%)
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Research design
This research design is Descriptive in nature. The research team is
interested in knowing about the perception of people about branded
apparel. For this purpose, the research team has conducted a survey
using the questionnaire (attached in appendix). People of different age
group was asked several questions to elicit their perception about
branded apparel i.e. why they purchase branded apparel, when they
purchase, how many times in a year, from where and so on. In our
research, we have also included the factors the factors as age, income
and occupation that affect the perception.
Age: - Age was taken as a factor affecting perception because age has
considerable affect on the brands chosen by people. Younger
generation of the people is more brand conscious and prefer branded
apparel.
Income: - Whether a person goes for branded apparel or not depends
on the income of the person as branded apparel are usually more
expensive than non branded apparel and people with low income,
many-a-times, can not afford that.
Occupation: - The occupation of a person has a major role to play in
his or her perception for branded apparel. Students, professionals and
service
Furthermore, the research team has also focused on the factors that
people consider when they opt for branded apparel such as quality,
value for money, durability and so on.
Based on the responses the research team obtained, the data has
been segregated and presented in form of tables and graphs/charts
and conclusions are drawn on the basis of analysis done.
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Only primary data is used for analysis and is compared with
secondary data found on web. The secondary data was from a
research done in Northern part of India. So this data can be used for
comparing perception difference between people of northern and
western part of India.
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Methodology
Methodology used to prepare this project report includes the
following steps.
1. Preparing the questionnaire,
2. Collection of Primary data by interview method,
For the purpose of our study, the research team has done a
sample survey of 100 respondents. Direct interview was
preferred by research team to ensure that data are collected from
people of different age and income groups (stratified random
sampling) and to get desired response.
3. Tabulation of the data collected,
4. Analyzing and interpreting the data with the use of graphs and
charts.
5. Reaching to the Final Conclusion.
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Sample Questionnaire
QUESTIONNAIRE FOR THE SURVEY OF THEPERCEPTION ABOUT BRANDED APPAREL AMONG
PEOPLE
NAME:
AGE: 15 TO 25 YEARS
25 TO 40 YEARS
45 TO 60 YEARS
ABOVE 60 YEARS
INCOME (PER ANNUM): BELOW 150,000
150,000 TO 400,000
400,000 TO 10,00,000
10,00,000 TO 25,00,000
ABOVE 25,00,000
OCCUPATION: STUDENT
PROFESSIONAL
SERVICE BUSINESS
HOME MAKER
RETIRED
DO YOU PURCHASE BRANDED APPAREL? YES
NO
IF YES, CONTINUE OR ELSE GO TO SECTION B
WHICH BRANDS DO YOU MOST COMMONLY BUY?
ALLEN SOLLY
ARROW
DIESEL
FRANK JEFFERSON
GLOBUS
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INDIGO NATION
INDIAN TERRAIN
JOHN PLAYERS
JOHN MILLER
KOUTONS
LEE LEE COOPER
LEVIS
LOUIS PHILLIPE
PEPE
PETER ENGLAND
PROVOGUE
RAYMONDS
REID N TAYLOR
SPYKAR
VAN HEUSEN
WRANGLER
ANY OTHER _______________
HOW DID YOU GET TO KNOW ABOUT THE CURRENT BRAND(S)
THAT YOU PURCHASE? WORD OF MOUTH
ADVERTISEMENT
PERSONAL EXPERIENCE
DO YOU TRY A NEW BRAND LAUNCHED IN THE MARKET? YES
NO
RANK YOUR PREFERENCE FOR THE CRITERIA WHILE
PURCHASING A BRAND QUALITY
DURABILITY
STATUS
COMFORT
BRAND LOYALTY VALUE FOR MONEY
AVAILABILITY
DO YOU STICK TO ANY PARTICULAR BRAND? YES
NO
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WHEN DO YOU NORMALLY PURCHASE? DURING SALES
OFF SALE SEASONS
BOTH
HOW OFTEN DO YOU PURCHASE DURING OFF SALE SEASONS? ONCE IN A YEAR
ONCE IN 6 MONTHS
ONCE IN 3 MONTHS
ONCE IN A MONTH
NEVER
WHERE DO YOU PREFER TO PURCHASE THE APPAREL FROM? EXCLUSIVE SHOWROOMS
FACTORY OUTLETS
BOTH
HOW SATISFIED ARE YOU WITH YOUR BRAND? VERY SATISFIED
SATISFIED
NOT SO SATISFIED
NOT AT ALL SATISFIED
DO YOU PURCHASE NON- BRANDED APPAREL AT ALL? YES
NO
WHY DONT YOU PREFER BRANDED APPAREL? EXPENSIVE
AVAILABILITY OF OTHER OPTIONS
VARIETY
ANY OTHER ___________________
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Age of Respondent
25-40
30%
40-60
25%
60 AND A BOV
15%
15-25
30%
15-25 25-40 40-60 60 AND ABOVE
Findings
Personal details of the Respondents
Age
Table
Figure
Of all the respondents who buy branded apparel majority of them were
youngsters in the age brackets of 15 to 25 years and 25 to 40 years.
AGE ( inYears)
Number ofrespondents
15-25 3025-40 3040-60 25
60 AND ABOVE 15
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Income of the respondents:
Table
Income (in
Lakhs)
No. of
respondents
< 1.5 32
1.5 to 4 39
4 to 10 19
10 to 25 8
> 25 2
Figure
32
39
19
8
2
0
5
10
15
20
25
30
35
40
No. of
respondents
< 1. 5 1.5 t o 4 4 to 10 10 t o 25 > 25
Income Group
Income of respondent
No. of respondents
Of the respondents who buy branded apparel majority of them belong
to the income group of 10 to 25 Lakhs per annum.
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Occupation
Occupation No. of respondents
Student 27
Professional 19
Service 27
Business Person 13
Home Maker 12
Retired 2
Figure
A majority of students and service oriented people prefer branded
apparel, followed by professionals and business class people.
Occupation of Respondents
Student
27%
Professional
9%
Service
27%
Business Person
23%
Home Maker
12%
Retired
2%
Student
Professional
Service
Business Person
Home Maker
Retired
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Preference for branded clothes:
People who prefer Brandedclothes 107Number of people whodont prefer Brandedclothes 18
TOTAL Respondents 125
YES
NO
We had conducted the survey of 125 people. Out of that 107 people
purchase branded apparel and 18 do not purchase branded apparel.
This shows a growing trend among people opting for branded apparel.
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Preference for different brands
The table below indicates the number of people preferring differentbrands.
Table
Brand Name
Positive
response
Brand
Name
Positive
response
ALLEN SOLLY 14 KOUTONS 26ARROW 15 LEE 36
DIESEL 20LEECOOPER 21
FRANKJAFFERSON 2 LEVIS' 42
GLOBUS 10
LOUIS
PHILLIPE 10INDIGO NATION 0 PEPE 29
INDIAN TERRAIN 3PETERENGLAND 15
JOHN PLAYERS 15PROVOGUE 21
JOHN MILLER 9RAYMONDS 22
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Figure
Brand Preference
14
15
20
2
10
0
3
9
26
36
21
42
10
29
15
21
22
4
35
18
25
21
15
Positive
response
No of responses
ANYOTHER
WRANGLER
VAN HEUSEN
SPYKAR
REID N TAYLOR
RAYMONDS
PROVOGUE
PETER ENGLAND
PEPE
LOUIS PHILLIPE
LEVIS'
LEE COOPER
LEE
KOUTONS
JOHN MILLER
JOHN PLAYERS
INDIAN TERRAIN
INDIGO NATION
GLOBUS
FRANK JAFFERSON
DIESEL
ARROW
ALLEN SOLLY
According to this graph we can see that people prefer buying different brands
and do not stick to any particular brand. Hence most of the people do not
stick to any specific brand.
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Rankings given to the parameters for preferring
branded apparel:
Table
RANKS QUALITY DURABILITY STATUS COMFORT
BRAND
LOYALTY
VALUEFOR
MONEY
AVAILA-
BILITY
1 51 3 2 35 4 5 0
2 25 26 5 24 8 9 2
3 12 20 17 13 9 18 11
4 4 25 17 20 9 13 12
5 1 18 15 7 19 15 25
6 0 5 19 5 21 28 22
7 0 5 17 4 23 18 33
Figure
C H O IC E O F F P
0
1 0
2 0
3 0
4 0
5 0
6 0
1 2 3 4 5 6 7
R A N K S G I V E N T O F E
PRESPONDENT'S
PREF
ERENCE
Q U A L ITY
D U R A B IL IT Y
S TA T U S
C O M F O R TB R A N D L O YA L
V A L U E F O R M
A V A IL A B IL IT Y
When we see the rankings given to various parameters, we can see an
obvious pattern in most response of the respondents. Most
respondents ranked Quality as 1st (51),Durability as 2nd (26),
Value formoney as 3rd (18).
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Frequency of purchasing the branded apparel:
Frequency Response
once in a year 29
once in 6 months 26
once in 3 months 31
once in a month 14
Frequency of Purchase
once in a year
29%
once in 6 months
26%
once in 3 months
31%
once in a month
14%
o
o
o
o
When asked how frequently they purchase during off sale seasons
31 people purchased once in 3 months, 29 people purchased once in a
year and 26 people purchased once in 6 months.
Thisshows that there are no fixed patterns among people to purchase
during off sale seasons.
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Sales, Off-sales and Bot
Sales
18%
Off-Sales
28%
Both
54%
Sales
Off-Sales
Both
Purchasing branded apparel during Sale / Off-Sale
Season:
Figure
People do not have any criteria for purchasing the branded apparel
particularly during sale period. They purchase both during sales and
off sale seasons.
Sales Off-Sales Both
18 28 54
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Frequency of purchase during Off-Sale season:
In Ahmedabad, people generally purchase even during Off-Sale
season. And the frequency of purchasing during Off-sale is once in 6
months. 40% of the respondents purchase even during Off-sale
season.
The chart below shows how frequently people purchase during Off-sale
Season.
Figure
Frequency of Purchase
during off-sales
once in a year
34%
once in 6 months
40%
once in 3 months
16%
once in a month
10%
once in a year
once in 6 months
once in 3 months
once in a month
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This table shows the complete details of the
factors included in the survey.
Age (in
years)
15-25(30%)
24-40(30%)
40-60(25 %)
>60(15%)
Gender Male (56%) Female (44%)
Income
(monthly)
2500000
OccupationStudent(27%)
Professionals(9%)
Service(27%)
Businessperson(23%)
Home-maker(12%)
Retired(2%)
Purchasing
during off-sales
Once ina year(29%)
Once in 6-months(26%)
Oncein 3-
months(31%)
Once ina month(14%)
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Limitations of the study
1. The scope of this study is limited to a specific geographical area-
Ahmedabad (western part of India only). The results and
findings of the study are thus limited in their ability to be
projected to the entire state.
2. There is no denying the fact that because of socioeconomic and
cultural differences, there is a variation in perceptions of people
and it is difficult to incorporate in our study.
3. In addition, the time was too less to cover entire city and
understand the perception of people from different region within
the same city, thus limiting the number of respondents.
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Summary and conclusions
Understanding perception about people from different age group
requires is very important from the view point of Apparel Industry.
Firms in apparel industry need to understand the demographic
characteristics to market heir product such as, age, income,
preference, occupation etc.
The Indian apparel industry is growing by leaps and bounds. Though
highly lucrative, there is stiff competition in the market with branded
manufacturers vying for a share of the pie. The findings of the present
study provide important insights to all clothes manufactures in India
(both branded and unbranded) to increase their foothold and
successfully compete in the Indian apparel market. Understanding
customers in terms of what they expect/associate with a brand is quite
important from the side of branded players. Customer loyalty has
become a very fickle term in todays highly competitive and volatile
market. Customers may prefer one brand over another if they perceive
the brand as having high value (quality) and matching with their self-
image (durability) more closely.
The findings of the study clearly bring forth the importance of quality
as an attribute in influencing customers choice of clothes, whether
branded. Thus, if quality is concentrated upon by companies, it can go
a long way in bringing the apparel of that company into the choice set
of customers.
All the parameters that are ranked by the respondents can be useful
for the companies while deciding about the target group of customers.
People, as per the survey, opt for the banded apparel on the basis of
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their perception about brand(s). For some respondents, what matters
in the brand is quality; for other set of respondents, its durability; still
for other, its comfort that branded apparel offers compared to
unbranded apparel.
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Bibliography
Thesis on UNDERSTANDING CUSTOMERS PERCEPTION
AND EVALUATION OF BRANDED APPAREL
By
Dr. Reeti AgarwalFaculty, Jaipuria Institute of Management, Uttar Pradesh
Dr. Ankit MehrotraFaculty, Jaipuria Institute of Management, Uttar Pradesh
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