Sakshi's Project Report

7/30/2019 Sakshi's Project Report

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A RESEARCH PROJECT

ON

“A study on Brand Preference & Acceptability of Branded

Ready-made Formal Men’s wear at industry”

(Submitted in partial fulfillment of the requirement of the degree of Master of

Business Administration (MBA), Kurukshetra University, Kurukshetra)

Paper Code:-CP-402

Project supervisor: - Submitted By:-

Mr.Abhinav Ranga Sakshi Bhat

Assistant Professor Roll No:-1568

AIMT University Roll no:-……

Session 2010-2012

Department Of Management

Shri Atmanand Jain Institute of Management & Technology

(Ambala City)



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PREFACE

The conceptual knowledge acquired by management students is best manifested in

the projects and they undergo. As a part of curriculum of MBA, I have got a chance to undergo

practical training in marketing. The present project give a perfect vent to my understanding of

the specially, the most modern concept of marketing policies and organization behavior.

The project report entitled “A study on Brand Preference & Acceptability

of Branded Ready-made Formal Men’s wear” is based on marketing strategy of employees at

industry.

The report will provide all the information regarding the “MARKETING”.

I also hope that this report will be beneficial for my next batches and for those who are

related to this topic.



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ACKNOWLEDGEMT

The present report is an amalgamation of hard work and contribution of experience of eminent

personalities.

First of all, I would like to thank the supreme power the Almighty GOD who is the

obviously the one who has always directed me to work on the right path. With his grace this

project could be the reality.

I, express my sincere gratitude to Dr.S.C.AGGARWAL (Director) for their

inspiration.

I am also very much thankful to Mr.ABHINAV RANGA (Asst. Prof AIMT) for

his guidance, regular counseling, keen interest and constant encouragement. Without their

guidance this project would not have a successful end.

SAKSHI BHAT



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DECLARATION

I, SAKSHI BHAT hereby declare that this entitled “A study on Brand Preference &

Acceptability of Branded Ready-made Formal Men’s wear At Industry” is an original work

and has not been copied from anywhere. This report has not been submitted in part or full to this

or any other university for the award of any degree or diploma.

SAKSHI BHAT

MBA (F):- 4TH

SEM



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CERTIFICATE

This is to certify that Ms.SAKSHI BHAT has proceeded under by supervision her Research

project on “A study on Brand Preference & Acceptability of Branded Ready-Made Formal

Men’s Wear at Industry” in her specialization area “MARKETING”.

The work embodied in this report is original and is of the standard

expected of an MBA student and has not been submitted in part or full to this or any other

university for the award of an degree or diploma. She has completed all requirements of

guidelines for Research Project and the works is fit for evaluation.

SIGNATURE

ABHINAV RANGA

ASSISTANT PROFESSOR



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CONTENTS

CHAPTERS PAGE NO:-

INTRODUCTION

(a)EXECUTIVE SUMMARY : - 7-8

(b)INTRODUCTION TO INDUSTRY : - 9-21

(c)INTRODUCTION TO TOPIC : - 22-32

RESEARCH METHODOLOGY : - 33-35

(a) OBJECTIVE OF THE STUDY :- 36

(b) RESEARCH DESIGN :- 37

(c) SCOPE OF THE STUDY :- 38

(d) DATA COLLECTION :- 39

(PRIMARY/SECONDARY)

(e) SAMPLE SIZE :- 40

(f) LIMITATIONS :- 41

ANALYSIS & INTERPRETATION OF THE DATA :- 42-61

FINDINGS :- 62-63

SUGGESTIONS :- 64-65

CONCLUSION :- 66-67

BIBLIOGRAPHY :- 68-69

QUESTIONNAIRE :- 70-74



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EXECUTIVE SUMMARY

As expected that India is going to be one of the great giants in the world of

business. With the help of the industries like IT, ITES, AUTOMOBLIES, BIO-TECH

INDUSTRIES, STEEL INDUSTRIES, a part of all industries some of the industries like textileand garments are grow from bottom to sky which puts it hand in more than 30% exports of India

and increases the GDP of the country.

The study was taken for the title “A study on Brand Preference & Acceptability of Branded

Ready-made Formal Men’s wear” it was conducted to study about the preferences and the

acceptability and their influencing factors for their purchase.

In this study a survey method was adopted. Fieldwork was carried out to collect the necessary

data. Questionnaires were used for collection of data. The information thus gathered constituted

primary data and secondary data.

By doing this research we can know various major players in industry like,

Raymond’s India Ltd etc. knowing about their products and their brands.

The well known brands like in India are Louis Philippe, Van Heusen, Arrow, Allen Solly,

Park Avenue, black berry, and Color Plus.



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INDUSTRY STUDY

The Indian consumer is dressing up like never before. And helping him look good are the hugely

successful small brands. Quick to adapt to current trends and the latest in fashion and completely

in sync with customers' wants, these highly versatile brands have given a bold new shape to theready-to-wear apparel industry

The Indian apparel market has been growing at 4-5 per cent over the past few years in

quantitative terms. Most of the growth has come from the branded segment, which has been

growing at 10-15% annually till 1998 and at a faster pace later on. Value growth has been even

better.

However, growth in the past year has been satisfactory considering the marked slowdown indemand in India and abroad accentuated by the unfortunate events of September 11, 2001 in the

U.S. followed by the December 13 attack on the Indian Parliament and more recently the

disturbances in Gujarat. All these have affected the general business sentiment across the

country.

The growth in the branded wear category can also be attributed to the fast paced changes in the

retail scenario. The evolution of retail channels in India is being driven by the evolving

preferences of the consumer whose awareness level of fashion trends, disposable income and

consumerism are all high. A significant positive shift is taking place in Indian consumer’s buying

behavior and expectations that no longer follow traditional retail practices.

This can be attributed to the following factors

Change in lifestyle

Entry of leading international brands

Greater awareness and exposure to international media

Foreign travel

The Indian consumer today wants different new merchandise at shorter intervals complemented

by a great shopping ambience, service with speed and above all convenience of shopping



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ambience, service with speed and above all convenience of shopping. Above all there is an

increasing urge to create a positive image of oneself given the overall environment of

professionalism and competition. Serious marketers have identified this trait and worked to

increase the variety and quality of products offered, along with meaningful lifestyle led

advertising.

New retail formats that are more consumers’ friendly and offer a significantly enhanced

ambience and overall shopping experience have also contributed greatly. Today the retail

structure in India, as it moves from disparate and unorganized sectors to a more concentrated

system, has many players getting inspired and drawn to the retails magnet.

It has been estimated that India has approximately 30,000 readymade garment manufacturing

units and around three million people are working in the industry. Today not only is the garment

export business growing, enthusiasm in the minds of the foreign buyers is also at a high. Today

many leading fashion labels are being associated with Indian products. India is increasingly

being looked upon as a major supplier of high quality fashion apparels and Indian apparels have

come to be appreciated in major markets internationally. The credit for this goes to our exporter

community.

Consistent efforts towards extensive market coverage, improving technical capabilities and putting together an attractive and wide merchandise line have paid rich dividends. But till today,

our clothing industry is dominated by sub-contractors and consists mainly of small units of 50 to

60 machines. India's supply base is medium quality, relatively high fashion, but small volume

business.



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SOME FACTS ABOUT READY-TO-WEAR INDUSTRY IN INDIA

Market size is estimated has been projected at Rs 43,100 crore. The share of apparel for

men comprises 46 per cent that of women’s wear is pegged at 37 per cent and that of kids

wear is pegged at 17 per cent.

Branded sector share is currently about 25% of market; expected to be about 45-50%

share by 2010.

Market is expected to grow at about 10-15%p.a. While branded formal wear will grow at

about 10-11%, Branded semi-formal/casual will grow at about 20-22%.

GROWTH DRIVERS

Emergence of large scale organized retailing.

Change in consumer aspirations / lifestyles.

Launches in the mid value / Economy Segments.

BUSINESS OPPORTUNITIES

Rapid shift on going from tailor-made to ready-made garments in shirts and

trousers. Current readymade usage is 20% in shirts and less than 5% in trousers

Per capital clothing usage increasing in casual wear

Urban women's wear will shift to western style clothing over the next 10-15

years.



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FUTURE PLANS OR THE READY MADE INDUSTRY

Capitalizing on current brand strengths through relevant expansion of product

portfolio.

Accelerating conversion from tailor made to ready to wear in trousers. Proactively grow the business through initiatives serving one/more of the

following objectives.

Accelerating conversion - at category level.

Addressing relevant lifestyles / grooming aspirations.

Entering markets with high potential to generate "Critical Mass" namely women's

wear and active wear.



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ARVIND MILLS

The Arvind Mills was set up with the pioneering effort of the Lalbhai

brothers in 1931. With the best of technology and business acumen, Arvind has become a true

Indian multinational, having chosen to invest strategically, where demand has been high and

quality required has been superlative. Today, the Arvind Mills Limited is the flagship company

of Rs.20 billion (US$ 500 million) Lalbahi Group.

Arvind Mills has set the pace for changing global customer demands for

textiles and has focused its attention on select core products. Such a focus has enabled the

company to play a dominant role in the global textile arena. With its presence across the textile

value chain, the company endeavors to be a one-Stop shop for leading garment brands.

Fore vision and Technology has brought Arvind to be one of the top

three producers of Denim in the world, and on its way becoming the Global Textile

Conglomerate. Arvind is already making its presence felt in Shirting’s, Knits and Khakhis

fabrics apart from being all set to create ripples in the ready to wear Garments world over.



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ABOUT THEIR BRANDS

Industry:- Clothing

Headquarters:- Greensboro, North Carolina

Area served:- Worldwide

Products:- Jeans

Website:- wrangler.com

WRANGLER is a manufacturer of jeans and other clothing items. The brand is owned by the

VF Corporation, who also own Lee, Jan Sport, and The North Face, among others. Its

headquarters is in downtown Greensboro, North Carolina, with production plants in a variety of

locations throughout the world.

HISTORY

Wrangler Jeans were first made by Blue Bell, who acquired the brand when they took over

Casey Jones in the mid-1940s. Blue Bell employed Bernard Lichtenstein ('Rodeo Ben'), a Polish

tailor from Łódź who worked closely with cowboys, to help design jeans suitable for rodeo use.

This was the origin of Wrangler Jeans. The 13MWZ style, introduced in 1947 as lot number

11MWZ, is still available worldwide. In addition to this, Wrangler has since introduced several

other lines that are more designated towards a specific group or demographic. Some examples of

this are 20X, Riggs, and Aura. Wrangler also has a line of music accessories targeted towardcountry music fans.

Wrangler also has a series of football commercials with Brett Favre playing a game of touch

football in the mud.

http://en.wikipedia.org/wiki/Greensboro,_North_Carolina


http://wrangler.com/


http://en.wikipedia.org/wiki/Jeans

http://en.wikipedia.org/wiki/VF_Corporation

http://en.wikipedia.org/wiki/Lee_%28Jeans%29

http://en.wikipedia.org/wiki/JanSport

http://en.wikipedia.org/wiki/The_North_Face


http://en.wikipedia.org/w/index.php?title=Bernard_Lichtenstein&action=edit&redlink=1

http://en.wikipedia.org/wiki/Poland

http://en.wikipedia.org/wiki/%C5%81%C3%B3d%C5%BA



http://en.wikipedia.org/wiki/Cowboy

http://en.wikipedia.org/wiki/Rodeo

http://en.wikipedia.org/wiki/Country_music

http://en.wikipedia.org/wiki/Brett_Favre

http://en.wikipedia.org/wiki/Touch_football_%28American%29


http://en.wikipedia.org/wiki/File:WranglerJeansLogo.png

http://en.wikipedia.org/wiki/File:WranglerJeansLogo.png



http://en.wikipedia.org/wiki/Brett_Favre

http://en.wikipedia.org/wiki/Country_music

http://en.wikipedia.org/wiki/Rodeo

http://en.wikipedia.org/wiki/Cowboy


http://en.wikipedia.org/wiki/Poland

http://en.wikipedia.org/w/index.php?title=Bernard_Lichtenstein&action=edit&redlink=1


http://en.wikipedia.org/wiki/The_North_Face

http://en.wikipedia.org/wiki/JanSport

http://en.wikipedia.org/wiki/Lee_%28Jeans%29







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Industry:- Clothing

Founded:- 1889

Headquarters:- Merriam, Kansas, U.S.

Employees:- 400 people

Parent:- VF Corporation

Website:- www.lee.com

LEE is a brand of denim jeans, first produced in 1889 in Salina, Kansas. The company is owned

by VF Corporation, the largest apparel company in the world. Its headquarters is currently in

Merriam, Kansas, just outside of Missouri. The company states that they are an international

retailer and manufacturer of casual wear and work wear and that they have more than 400

employees in the United States. In Australasia, the brand is owned by Pacific Brands since 2007,

after it was acquired from Yakka.

HISTORY

The company was formed in 1889 by Henry David Lee as the Lee Mercantile Company at

Salina, Kansas producing dungarees and jackets. The growth of Lee was prompted by the

introduction of the Union-All work jumpsuit in 1913 and their first overall in 1920. Later in the

1920s Lee introduced a zipper fly and continued to expand. Around this time, the first children's

http://en.wikipedia.org/wiki/Merriam,_Kansas

http://en.wikipedia.org/wiki/United_States

http://en.wikipedia.org/wiki/Holding_company




http://www.lee.com/

http://www.lee.com/

http://en.wikipedia.org/wiki/Brand

http://en.wikipedia.org/wiki/Denim


http://en.wikipedia.org/wiki/Salina,_Kansas



http://en.wikipedia.org/wiki/Retailing

http://en.wikipedia.org/wiki/Casual

http://en.wikipedia.org/wiki/Work_wear

http://en.wikipedia.org/wiki/Australasia

http://en.wikipedia.org/wiki/Pacific_Brands

http://en.wikipedia.org/w/index.php?title=Yakka_%28company%29&action=edit&redlink=1

http://en.wikipedia.org/wiki/Harry_David_Lee



http://en.wikipedia.org/wiki/Jacket

http://en.wikipedia.org/wiki/Overall

http://en.wikipedia.org/wiki/Zipper

http://en.wikipedia.org/wiki/Fly_%28clothing%29

http://en.wikipedia.org/wiki/Fly_%28clothing%29

http://en.wikipedia.org/wiki/Zipper


http://en.wikipedia.org/wiki/Jacket



http://en.wikipedia.org/wiki/Harry_David_Lee

http://en.wikipedia.org/w/index.php?title=Yakka_%28company%29&action=edit&redlink=1

http://en.wikipedia.org/wiki/Pacific_Brands

http://en.wikipedia.org/wiki/Australasia

http://en.wikipedia.org/wiki/Work_wear

http://en.wikipedia.org/wiki/Casual

http://en.wikipedia.org/wiki/Retailing





http://en.wikipedia.org/wiki/Denim


http://www.lee.com/



http://en.wikipedia.org/wiki/United_States




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overall line was sold. In 1928 H.D. Lee, founder and president of The H.D. Lee Mercantile

Company, died of complications following an attack. During the 1930s and 1940s the company

became the leading manufacturer of work clothes in the US. In 1944, the Lazy "S" became the

official Lee back pocket. A flood wiped out Lee's Kansas City distribution center. It ruined the

entire stock of merchandise, except the Buddy Lee dolls, which floated. In 1954, Lee expanded

into casual wear. During the 1960s the company expanded to 81 countries and in 1969 was

acquired by VF Corporation, becoming a brand. Lee aired its first television advertisement,

which promoted Lee western wear. In the 1970s Lee shifted its focus from the work wear

business and began catering to fashion cycles. Lee created an all-new fit for women under the

Ms. Lee label. A youth wear line for boys and girls was introduced. In 1996 started Lee National

Denim Day as part of National Breast Cancer Awareness Month. Working with the

Entertainment Industry Foundation, Lee National Denim Day has raised over $75 million to help

fund breast cancer research programs.

MANUFACTURING

In 1981, 240 factory workers in Greenock, Scotland, staged a sit in protest against plans to move

the factory to Northern Ireland. What was planned as a one night protest continued for 7 months?

As of 2005, Lee Jeans have been manufactured by Arvind Mills in a number of small factories in

Chamarajanagar, India. 60,000 workers produce 5,000 pairs of jeans a day.

ADVERTISING

Within the USA, the company spends more than $40 million per year on advertising. In 2009,

Olson was appointed as lead interactive agency for the American brand and redesigned their

website. Barkley Inc. had previously handled interactive advertising for the brand. Arnold

Worldwide continues to provide offline advertising services for the brand.


http://en.wikipedia.org/wiki/Kansas_City,_Missouri

http://en.wikipedia.org/wiki/Distribution_center

http://en.wikipedia.org/wiki/Buddy_Lee



http://en.wikipedia.org/wiki/Television_advertisement

http://en.wikipedia.org/wiki/Lee_National_Denim_Day


http://en.wikipedia.org/wiki/National_Breast_Cancer_Awareness_Month

http://en.wikipedia.org/wiki/Entertainment_Industry_Foundation

http://en.wikipedia.org/wiki/Breast_cancer

http://en.wikipedia.org/wiki/Greenock

http://en.wikipedia.org/wiki/Scotland

http://en.wikipedia.org/wiki/Sit_in

http://en.wikipedia.org/wiki/Northern_Ireland

http://en.wikipedia.org/wiki/Arvind_Mills

http://en.wikipedia.org/wiki/Chamarajanagar

http://en.wikipedia.org/wiki/India

http://en.wikipedia.org/w/index.php?title=Olson_%28marketing%29&action=edit&redlink=1

http://en.wikipedia.org/wiki/Barkley_Inc.

http://en.wikipedia.org/wiki/Arnold_Worldwide




http://en.wikipedia.org/wiki/Barkley_Inc.

http://en.wikipedia.org/w/index.php?title=Olson_%28marketing%29&action=edit&redlink=1

http://en.wikipedia.org/wiki/India

http://en.wikipedia.org/wiki/Chamarajanagar

http://en.wikipedia.org/wiki/Arvind_Mills

http://en.wikipedia.org/wiki/Northern_Ireland

http://en.wikipedia.org/wiki/Sit_in

http://en.wikipedia.org/wiki/Scotland

http://en.wikipedia.org/wiki/Greenock

http://en.wikipedia.org/wiki/Breast_cancer

http://en.wikipedia.org/wiki/Entertainment_Industry_Foundation

http://en.wikipedia.org/wiki/National_Breast_Cancer_Awareness_Month



http://en.wikipedia.org/wiki/Television_advertisement



http://en.wikipedia.org/wiki/Buddy_Lee

http://en.wikipedia.org/wiki/Distribution_center

http://en.wikipedia.org/wiki/Kansas_City,_Missouri




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LOUIS PHILIPPE

Louis Philippe was the first genuinely international garment label

introduced in the Indian market in 1989. Recognized as a Super brand, Louis Philippe epitomizes

elegance, class and status, addressing the needs of the style conscious, contemporary Indian

men. The brand brings superbly crafted range of silks, trousers, blazers, ties and T-shirts that

makes an exclusive fashion statement recognized by its distinctive icon The Upper Crest.

The brand creates an image of stylish, confident, spirited, cool ensemble with

hidden details, slimmer cuts. LP — the youth brand from Louis Philippe, has introduced new

fashion formals range for today’s young and successful urbanites. The range exudes élan, style

and success which personifies today’s youth.

Arvind Brands, a group company, manages various brands owned by

Arvind. These include Flying Machine, Newport and Ruf & Tuf in Jeans and Excalibur in

Shirts. This company services entire Domestic market in India apart from exports in the

neighboring countries.

Apart from these owned brands, the company has licenses fromreputed International brands like Arrow, Lee, Wrangler and Tommy Hilfiger for the Indian

market. The management out of their office at Bangalore, India manages the entire retailing

(including manufacturing, branding, and logistics, marketing and sales.

http://www.louisphilippe.com/





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RAYMOND’S INDIA LTD

Incorporated in 1925, the Raymond Group is a Rs. 1400 crore plus

conglomerate having businesses in Textiles, Readymade Garments, Engineering Files & Tools,

Prophylactics and Toiletries.

The group is the leader in textiles, apparel, & files & tools in India

and enjoys a pronounced position in the international market. Raymond believes in Excellence,

Quality and Leadership.



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THE GROUP OF THE COMPANIES UNDER RAYMOND’S

Raymond Ltd. Raymond Limited is India’s leading producer of worsted

suiting fabric with a 60% market share.

Raymond Apparel Ltd. Has three highly regarded menswear brands in its

folio: Park Avenue, Parx & Manzoni.

J.K. Helene Curtis Ltd. Are the marketers of the Park Avenue and Premium

brands of men’s toiletries?

Color Plus Fashions Pvt. Ltd.

Established in 1994 Color Plus is one of the leading domestic brands for premium

casual wear in the country.



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THEIR BRANDS

Raymond:-

The largest and most respected textile brand in India for 'The Complete Man' addressing the

innate need of men to look good and at the same time possess strength of character.

Park Avenue:-

Formal readymade garments & accessories for men it has recently bagged the "Most Admired

Brand" and "Most Admired Trouser Brand" awards.

Parks:-

The semi formal and casual range of cottons, blends and denim wear catering to the smart,

fashionable and comfortable clothing segment.

Manzoni:-

The luxury range of men’s shirts and ties acknowledged for its high quality and international

styling.

Be:-

An exclusive prêt-a-porter line of ready-to-wear designer clothing for women and men in

western, ethnic and fusion styles.

Kama Sutra:-

The premium condom brand with the unique 'for the pleasure of making love' positioning in

textured & flavored variants.

Premium:-

The range of cosmetics & toiletries including after shaves, shampoos, cologne, shaving cream,

soaps, deodorants, room fresheners, etc.

Color plus:-

Premium casual wear brand in high quality natural fabrics like cotton and linen, in superior

mixed and performance oriented weaves.

http://www.raymondindia.com/oc_brand_parkavenue_.htm

http://www.raymondindia.com/oc_brand_parkavenue_.htm



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THEORTICAL BACKGROUND

Brand is a source of relationships with customers, promises to customers and customer

loyalty. Great brands present emotional benefits and not just rational/functional. Branding is a

process of creating an association between symbol/object/emotion perception and a

product/company with a goal of diving loyalty and creating differentiation. Branding is raising

new questions for the brand managers like what benefits and expectations customers look across

a brand, how consistent in the brand image, etc.

Brand is a major issue in products strategy. On one hand developing a branded product requires a

great deal of long-term investment, especially for advertising, promotion and packaging. Many

brand-oriented companies subcontract manufacturing to other companies. On other hand

manufacturers eventually learn market power lies with building their own brands.

What is brand?

Perhaps the most distinctive skill of professional marketers is their ability to create, maintain,

protect, and enhance brands. Marketers say, “Branding is the art and cornerstone if

marketing.” The American Marketing Association defines a brand as follows:

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

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

competitors.

In essence, a brand identifies the seller or marker. It can be name, trademark, logo, or other

symbol. Under trademark law, the seller is granted exclusive rights to the use of the brand name

in perpetuity. Brands differ from other assets such as patents and copyrights, which have



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expiration dates. A brand is essentially a seller’s promise to deliver a specific set of features,

benefits, and services consistently to the buyers. The best brands convey a warranty of quality.

But a brand is an even more complex symbol. It can convey up to six levels of meaning:-

Attributes: - Brand brings to mind certain attributes. Mercedes suggest expensive,

well-built, well-engineered, durable, high-prestige automobiles

Benefits: - Attributes must be translated into functional and emotional benefits. The

attribute ―durable‖ could translate into the functional benefit ―I won’t have to buy another

car for several years.‖ The attribute ―expensive‖ translates into the emotional benefit ―the

car makes me feel important and admired‖

Values:-The brand also says something about the producer’s values. Mercedes stand for

high performance, safety, and prestige.

Culture:-The brand may represent a certain culture. The Mercedes represents German

culture: organized, efficient, high quality.

Personality:-The brand can project a certain personality. Mercedes may suggest a no-

nonsense boss (person), a reigning lion (animal), or an austere palace (object)

User:-The brand suggests the kind if consumer who buys of users the product. We

would expect to see a 55-year-old top executive behind the wheel of Mercedes, not a 20-

year- old secretary.

If a company treats a brand only a name, it misses the point. The branding challenge is to

develop a deep set of positive associations of the brand. Marketers must decide at which level(s)

to anchor the brands identify. One mistake would be to promote only attributes. First, the buyer

is not as interested in attributes as in benefits. Second, competitors can easily copy attributes.

Third, the current attributes may become less desirable later.

Promoting the brand only on one benefit can also be risky. Suppose Mercedes touts its main

benefit as ―high performance‖. Then several competitive brands emerge with high performance

as compared to other benefits. Mercedes needs the freedom to maneuver into a new benefit

positioning.



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BRAND EQUITY

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

At one extreme are brands that are not known by most buyers. Then there are brands for which

buyers have a fairly high degree of Brand awareness. Beyond this are brands with a high degree

of Brand acceptability. Then there are brands that enjoy a high degree of brand loyalty. Tony

O’ Reilly, former CEO of H.J. Heinz, proposed this test of brand loyalty: ―My acid test…. Is

whether a housewife, intending to buy Heinz tomato ketchup in a store, finding it to be out of

stock, will walk out of the store to buy it elsewhere?

Few customers are as brand-loyal as O’Reilly hopes Heinz’s customers will be.Aaker

distinguished five levels of customer’s attitude toward his or her brand, from lowest to highest:

1. Customer will change brands, especially for price reasons. No brand loyalty.

2. Customer is satisfied. No reason to change the brand.

3. Customer is satisfied and would incur costs by changing brand.

4. Customer is devoted to the brand.

Brand equity is highly related to how many Customers are in classes 3, 4 or 5



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BRAND STRATEGY

Brand strategy involves drawing an action plan for creating, building and

nurturing brands. Brand strategy includes decisions relating to line extension, brand extension,

multi branding, developing new brands and brand rationalization.

Brand Extension:-Extending a brand to another product, either in the same or a different

product category. As the cost of establishing a new brand is high, brand extension is a useful tool

for the cost effective launch of a new product. Market acceptance of the new product becomes

faster. Maggi has been extended from noodles to product lines in related categories like Maggi

ketchup, Maggi soup, etc.

Line Extension:-Line extension is extending the existing brand names to new forms, sizes

and flavors of an existing product category. For example, Colgate has extended its brand name in

the toothpaste category from Colgate to Colgate gel, Colgate herbal, Colgate sensitive, Colgate

cibaca top, Colgate calciguard and Colgate total.

Multi Brands:-It involves introduction of additional brands in the same product category. For

example, Hindustan Lever Limited uses multi branding strategy to market its products. In

shampoos, the products offered include Clinic Plus, Clinic All Clear, Lux, Ayush, and Sunsilk

and so on.

New Brands:-It involves creation of new brand names especially when entering a new

product category. For example, Coca Cola entered the mineral water bottle segment with a new

brand name Kinely and the coffee segment with Georgia.

Product category

Existing New

Brandname

ExistingLine

extensionBrand

extension

New Multi brands New brands



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BRAND AWARENESS

Whether it is a serial in a regional satellite channel or a One Day

International cricket match, there is a non-stop stream of advertisements, which clutter the

commercial break. Well-established brands attempt to sustain brand recall while new ones try

ap pealing to prospective consumers to get into their `consideration’ set. There are ads for

children, housewives and youth. With advertising expenditure in the order of Rs. 8000 Crores

per annum in the recent times and the proliferation of brands across categories, there is a strong

need to consider the effectiveness of these advertisements.

The idea is not to cease advertising but to consider how considering

decisions would have to be considered with non-advertising alternatives. These non-advertisingalternatives may also enable a brand to create and sustain consistent associations, which may be

desirable in terms of long-term implications. A contemporary approach that creates a synergy

between various aspects of a promotional mix (advertising included) provides a refreshing

approach towards marketing communications.

There may be several objectives of advertising and a promotional

mix could be used in an innovative manner to address each of these objectives depending on the

product category and target segment.



28

CREATING BRAND AWARENESS

When a new brand enters a category or creates a ―new to the

market‖ offering, it needs to create brand awareness. This would depend on whether the product

is a consumable or a durable. The involvement level in a specific category also matters on how a brand would want to create awareness. Itch Guard, a new branded offering for minor skin

problems, used a simple humorous TV commercial to convey the concept. While the unit cost of

the product may be low, the involvement level of the consumer on the solution offered by the

brand could be associated with high involvement. A brand in this situation is likely to also

benefit from point of purchase material at pharmacy outlets, departmental stores and even kirana

(grocery) type of shops.

The ―high-utility‖ solution has to be conveyed to the target segment,

which probably was using traditional substitutes. In this example, a typical brand personality

need not be built at least before the benefit is sold to the consumer and hence all promotional

efforts should be directed at conveying the benefit and creating a brand association with the

category itself (as it is a pioneering brand in the category). This objective would be achieved by

advertising, ―reminder purchase‖ posters at the point of sale and perhaps conveying the

superiority of the offering through the route of doctors (though it is an OTC offering).

Kissan Bistix in contrast is a unique offering, which is aimed at children who have to initiallymake a change in their habits regarding the consumption of this offering (should be eaten with a

biscuit stick after it is dipped in chocolate/any other side dish flavor which is a part of the

package).

Moreover the price of the offering is Rs. 5 and this would be associated with

low involvement. Moreover, there is strong presence of generic competition and children could

buy a number of alternatives and some of them may have price points below the Rs. 5 level.

Mass advertising perhaps could create trials but it may be difficult to sustain the purchase only

through advertising. Innovative contests built around popular hobbies may enable the brand not

only to create excitement but also sustain the interest over a longer period of time. This may

create repurchase and probably a cross-section of the segment may make the consumption a part

of their snacking habit. Acceptance of an offering like this requires a longer time interval and an



29

innovative approach towards promotion rather than typical sales promotion or mass advertising

or display at the counter of retail outlets. Besides, given the price point and the offering there is

also a need to be selective in market coverage for the offering.

Creating awareness in a durable category (even if the consumers are familiar with the category)

requires a different approach.

A strong ―feature- back up‖ in the offering, leading to a possible word-

of-mouth from users of the brand, will be effective after the initial advertising awareness created

by the brand. LG, Samsung, Santro and Whirlpool are brands that have been successful but less

than a decade old in the Indian context. LG introduced several ―new to market‖ features in its

various product categories; Samsung which cr eated brand awareness through its ―World Series‖

ads, also introduced innovative features in its products and Santro’s success (in terms of itsmarket share) can be attributed to product design, advertising and launching of variants after

brand acceptance. New brands depend on innovative features to create awareness and this

happens both by advertising and positive word-of-mouth. Promotional aspects like an event

involving the brand formulated to strengthen the word-of-mouth could add to the promotional

effect. This approach could be compared with the advertising blitzkrieg of several new brands of

cars. Skoda, almost an unknown name in India, has been able to meet with considerable success

(in its niche) because of word-of-mouth for its Octavia model than through conventional

advertising. The brand has also been selective in its market launch and this adds to the

―expectation excitement‖ for prospective consumers in other markets to enhance the impact of

word-of-mouth.



30

BRAND KNOWLEDGE

Brand knowledge refers to brand awareness (whether and when

consumers know the brand) and brand image (what associations consumers have with the brand).

The different dimensions of brand knowledge can be classified in a pyramid (adapted from

Keller 2001), in which each lower-level element provides the foundations of the higher-level

element. In other words, brand attachment stems from rational and emotional brand evaluations,

which derive from functional and emotional brand associations, which require brand awareness.

Brand knowledge measures are sometimes called ―customer mind-set‖ measures because they

capture how the brand is perceived in the customer’s mind.

THE BRAND KNOWLEDGE PYRAMID



31

Brand awareness measures the accessibility of the brand in

memory. Brand awareness can be measured through brand recall or brand recognition. Brand

recall reflects the ability of consumers to retrieve the brand from memory when given the

product category, the needs fulfilled by the category, or some other type of probe as a cue.

BRAND RECOGNITION

Brand recognition reflects the ability of consumers to confirm prior exposure to the brand

(i.e., recognize that it is an ―old‖ brand that they have seen before and not a ―new‖ brand that

they are seeing for the first time). In a recognition task, consumers see a stimulus (e.g., an ad for

the brand, a brand name) and must say whether they have seen it before (e.g., last night on

television, in magazine X, etc.).

It is important to make the task as realistic as possible by allowing only a short amount of

time to answer the recognition question and by using realistic stimuli and context. If you want to

use recognition as a measure of the performance of different marketing decisions (say, different

logos or ads), you should expose one group to one version of the target stimulus and another

group to the other version of the target stimulus. However, to make the task more realistic, both

groups should also be exposed to other stimuli (e.g., competitors' brands). In a second step,

people see the ―old‖ stimuli again, along with completely new ones, and are asked to decide if

each stimulus is ―old‖ or ―new‖ (i.e., if they have seen them before or not).

To correct for people’s tendency to guess (to say that they recognize when in fact they are

uncertain), you can compute a recognition score called d prime, as follows: d' = HR – FA, where

HR is the hit rate (the percentage of respondents who correctly recognize the target stimulus) and

FA is the false alarm rate (the percentage of respondents who incorrectly ―recognize‖ a ―new‖

stimulus, i.e., a stimulus not shown before).

The following questions could be asked:

• Here is a list of brand (ads, logos). Do you remember having seen this brand (ad, logo) before(yesterday/last month)? 3

• Complete the following words: NI_E; L_R_L_; B_A_A



32

BRAND IMAGE

Brand image is defined as consumer perceptions of a brand and is

measured as the brand associations held in consumers’ memory. To measure brand image, you

can either use and adapt an existing list of brand associations (e.g., Young & Rubicam’s Brand

Asset Valuator ®

or Aaker’s brand personality list) or start from scratch by eliciting brand

associations and then measuring the strength of these associations.

The outcome of this exercise is usually a short list of the

positive and negative associations consumers have with the brand, ranked by strength. For

comparison purposes, it is useful to report the average strength of each association with the brand

and the strength of the association with competing brands, and to do this for each target segment

(e.g., brand users and users of competing brands).



33



34

RESEARCH METHODOLOGY

RESEARCH:-

Research is an essential and powerful tool in leading man towards progress.

Without systematic research there would have been very little progress.

“JOHN W.BEST” has rightly said. ―The secret of our cultural development

has been Research pushing back the areas of ignorance by discovering new truth which in turn

leads to better ways of doing things and better products.‖

DEFINITION OF RESEARCH:-

According to“C.C.CRAWFORD” of university of southernCalifornia. ―Research is simply a systematic and refined technique of thinking, employing,

specialized tools, instrument and procedure in order to obtain a more adequate solution of a

problem than would be possible under ordinary means. It starts with a problem, collects data or

facts, analyze these critically and research decision based on the actual evidence.

FOUNDATIONS OF RESEARCH:-

A research simply means a search for facts-answers to questions and

solutions to problems. It is a purposive investigation. It is an ―organized inquiry‖.

The search for facts may be made through either;

Arbitrary(or Unscientific Method) or

Scientific Method

ARBITRARY METHOD:-

Arbitrary method of seeking answers to questions consists of

imagination, opinion, blind belief or impression. In this method the researcher may form

his/her own opinion about various phenomenon and issues.



35

SCIENTIFIC METHOD:-

This is a systematic rational approach to seeking facts. It

eliminates the drawbacks the drawbacks of arbitrary method. It is objective, precise and

arrives at conclusions on the basis of verifiable evidences.

Hence Research is a systematic and logical study of an issue or a problem or

phenomenon through scientific method.

“Any organized inquiry designed and carried out to provide information for

solving a problem”

This definition is an inclusive one. But it emphasizes problem solving purposeonly. Research may also aim at finding answer to the questions.

―The manipulation of generalizing to extend, correct or verify

knowledge……………………‖ This definition highlights the primary purpose of

research.viz; arriving at realization and method of manipulation which is an aspect of

experimentation adopted for the purpose.

The process of systematically obtaining accurate answers to significant and

pertinent questions by the use of scientific method gathering and interpreting information.

This definition refers to the systematic approach and scientific method to be

accepted for findings answers to pertinent questions.



36

OBJECTIVES OF THE STUDY

The ―Objective‖ of the study is as follows:-

To study the influence and role of Industry.

To know the brand awareness towards the branded readymade formal wear for men.

To know the brand preferences towards the branded readymade formal wear for men.

To study the influencing factors for the purchase of the branded garments.

To study the various manufacturers who manufacture branded men’s garments.

To study the various retail brands in men’s garments.

To study the overall industry of the branded garments.

To study the demand & supply about the branded garments.

To know the fruitfulness of the concept of Brand Preference & Acceptability of Branded

Ready-made Formal Men’s wear in Industry.



37

RESEARCH DESIGN

“Research Design” is the conceptual structure within which the

research is conducted. Its function is to provide for the collection of relevant evidence with

minimum expenditure of effort, time &money. But how this can be achieved depends on the

research purpose. It constitutes the blue print for the collection, measurement, and analysis of

data.

The type of research adopted for the project is Descriptive Research.

In this study a survey method was adopted. Fieldwork was carried out to collect the necessary

data. Questionnaires were used for collection of data. The information thus gathered constituted

primary data and secondary data.

RESEARCH DESIGN IS MAINLY OF THREE TYPES:-

(a) Exploratory Research

(b) Descriptive Research

(c) Experimental Research

EXPLORATORY RESEARCH:-

An exploratory research focuses on the discovery of ideas. Itis preliminary investigations, which does not have a rigid design.

DESCRIPTIVE RESEARCH:-

The descriptive research is the description of the state of

affairs as it exists at present on the other hand: analytical research is the use of facts or

information available and analyzes them to make an evaluation of the material.

EXPERIMENTAL RESEARCH:-In this the common sense view holds that single event(the

cause) always results in the event(the effect)occurring.



38

SCOPE OF THE STUDY

This study is mainly aimed at identifying the various brands in men’s

garments and its awareness and acceptance level which in turn can help this industry to design

suitable marketing strategies. The study is addressed to the various branded schemes in theindustry.

Brand has become essential for the very nature of the industrial

system. The approach to this problem or movement differs from country to country according to

the degree of development in a particular industry.

As the concept of brand is a broad one covering a wide field of

amenities and activities, limits cannot be rigidly laid down regarding its scope for all industriesand for all times.



39

DATA COLLECTION

As there are various methods in data collection namely: Questionnaire, Interview

and Observation. In this project the researcher has used all these methods:-

SOURCES OF DATA

(a) PRIMARY DATA:-

Those are the data that are obtained by a study specially designed to

fulfill the data needs of the problem. Interviewing the respondents at the malls with help

of a structured questionnaire is followed to collect the primary data.

(b) SECONDARY DATA:-

Data, which are not originally collected but for this purpose,

rather obtained from published or unpublished sources, are known as secondary data. In

this research secondary data was collected through sources like company research

compiled in statistical statements, magazines, company printed internal records and

promotional materials, textbooks & Internet.



40

SAMPLE SIZE

It indicates the number of people to be surveyed. Through large

sample give more reliable result than small samples but due to constraints of time & money the

sample size was restricted to 100 RESPONDENTS. In order to collect appropriate information Ihave taken sample size of 100 RESPONDENTS from an industry.

SAMPLE SELECTION

In the study Non-probability random sampling – Convenient

Sampling Method used to collect the data, where the entire Bangalore city becomes the

population.



41

LIMITATIONS OF THE STUDY

On the basis of my study following are the major limitations…………………………

As the sample size is small compared to the total population the outcome cannot

be generalized.

The Qualitative responses are affected by the mental framework of the respondent

at the time of the interview and hence only are approximate.

The study was done for a short period of time, which might not hold true over a

long period of time.

One constraint has been regarding the cost, as study involves the collection of

primary and secondary data. Therefore, the cost incurred was much more.

Normally employees hesitate to disclose the information.

Our knowledge is limited as we are students and does not have much experience.

Lack of published and unpublished literature on a particular topic is also a

limitation



42



43

1) AGE A) < 20 B) 20 – 30

C) 30 – 40 D) 40 >

Table - 1

Respondent’s classification based on Age

Source: - Primary Data (GRAPH - 1)

INTERPRETAION:-

The majority of the respondents were in the age group of 20 – 30

AGE

<20

20-30

30-40

40>

Age

No of

Respondents Percentage

< 20 10 10%

20 - 30 64 64%

30 - 40 18 18%

40 > 8 8%



44

2) PROFESSION:-

A) Student B) Salaried

C) Professional D) Business class

E) others please specify___________

Table – 2

Respondents Based On Profession

Source: -Primary Data (Graph no:-2)

INTERPRETATION:-The respondents taken as sample are mostly of the professional

background some are from the salaried and students and very few from the business class.

Profession

Student

Salaried

Professional

Business class

Profession

No of

Respondents

Percentage

Student 26 26%

Salaried 24 24%

Professional 21 21%

Business class 29 29%



45

3) MONTHLY FAMILY INCOME:-

A) < 10,000 B) 10,000 – 20,000

C) 20,000 – 30,000 D) 30,000 >

Table - 3

Source: - Primary Data (Graph No: - 3)

INTERPRETATION: - The respondents are mostly from the 10,000 – 20,000 income

groups. It comes 48% of the sample.

Respondents Classified According To The

Income

Monthly income

No of

Respondents

Percentage

< 10,000 16 16%

10,000 - 20,000 43 43%

20,000 - 30,000 22 22%

30,000 > 19 19%

MONTHLY INCOME

< 10,000

10,000 - 20,000

20,000 - 30,000

30,000 >



46

4) EDUCATIONAL QUALIFICATION:-

A) Graduate B) Post-graduate

C) M.Phil \ PhD \ Post Doctorate

Table - 4

SOURCE: PRIMARY DATA (GRAPH NO:-4)

Source: - Primary Data

Graph - 4

INTERPRETATION: - Many respondents are post – graduates and next are graduates and

few are M.Phil \ PhD \ Post Doctorate. When it seen in percentage it comes to 48%.

Respondents classification according to their

qualification

Educational

qualification

No of

Respondents

Percentage

Graduate 34 34%

Post - graduate 28 28%

others 38 38%

EDUCATIONAL

QUALIFICATION

graduate

post - graduate

others



47

5) How often do you purchase your clothing?

A) Once in 3 months B) once in 6 months

C) Once in a year D) occasionally

Table - 5

Frequency of purchase

Frequency of

purchase

No of

respondents

Percentage

Once in 3 months 38 38%

Once in 6 months 22 22%

Once in year 16 16%

Occasionally 24 24%

Source: -Primary Data (Graph – 5)

INTERPRETATION:- 38 respondents like to purchase ―once in 3 months‖, 24 respondents like to purchase

―occasionally‖, 22 respondents like to purchase ―once in 6 months‖ and 12 of them like to

purchase ―once in year‖

FREQUENCY OF PURCHASING

once in 3 months

once in 6 months

once in year

occassianlly



48

6) How can you comparison age and frequency of purchase?

A) Once in 3 months B) Once in 6 months

C) Once in a year D) Occasionally

Table -6

COMPARSION OF AGE& FREQUENCY OF PURCHASE

AGE

< 20 20 – 30 30 – 40 40 >

Once in 3 months 4 34

Once in 6 months 6 14 2

Once in year 4 8 4

Occasionally 20 4

Source: - Primary Data (Graph – 6)

INTREPRETATION:- The comparison between age & frequency of purchase of the respondents get

the result of 34 respondents between the age 20 – 30 like of purchase the branded clothing ―once in 3

months‖ the same age group like to purchase occasionally.

COMPRASION OF AGE & FRQUENCY OF

PURCHASE

4

34

6

14

24

84

20

4

0

10

20

30

40

< 20 20 - 30 30 - 40 40 >

once in 3 months

once in 6 months

once in year

occassianlly



49

7) Please identify your level of preference towards branded readymade

garments?

A) Very High B) High

C) Moderate Low D) Very Low

Table:-7

Source:-Primary Data (Graph-7)

INTERPRETATION: - 44 of the respondents have the preference level of moderate only 16 of

them have given very high preference and it is same with low preference people

Level of preference

Level of preference

No Of


Very high 16 16%

High 14 14%

Moderate 44 44%

Low 16 16%

Very low 10 10%

LEVEL OF PREFERENCE

very high

high

modrate

low

very low



50

8) Reasons for having very low preference towards branded formal wear?

A) Perfect fit not available B) Priced high

C) Quality not up to the mark D) Lesser choice of the design & colour

E) Restricted availability when compared to cloth availability.

Table - 8


INTREPRETATION: - Most of the respondents had a problem that the branded formal

wears are priced high. And few felt that lesser choice of the design and colour.

0%

5%

10%

15%

20%

25%

30%

35%

40%

Perfecte fit not

available

Priced high Quality not up to

the mark

Lesser choice of

the design &

colour

Restricted

availability when

compared tocloth availability

Reasons for having very low preference towards branded formal wear

Reason Frequency Percentage

Perfect Fit Not Available 27 27%

Priced High 36 36%

Quality Not Up To The Mark 15 15%

Lesser Choice Of The Design & Colour 12 12%

Restricted Availability When Compared To

Cloth Availability 10 10%



51

9) Do you prefer branded formal men wear?

A) Yes B) No

Table - 9

ANALYSIS:-

OPTIONS NO.OF RESPODENT PERCENTAGE

Yes 84 84%

No 16 16%

INTERPRETATION: - With the above question we can say that majority of the respondents

prefer the branded garments (84 of them) and some do not prefer the branded garments.

Branded

yes

No



52

10) The brand’s that you are aware of?

A) Park Avenue B) Color Plus

C) Indio Nation D) Excalibur

E) Allen Solly F) Louis Philippe

Table – 10

Various

brands

Tick

Louis

Philippe

Van Heusen

Allen Solly

Peter

England

Excalibur

Arrow

Indigo Nation

Scullery

Color Plus

Parx

Park Avenue

Brand Awareness Level Of Respondents

Various Brands No Of Respondents

Louis Philippe 84

Van Heusen 84

Allen Solly 84

Peter England 84

Excalibur 84

Arrow 84

Indigo Nation 84

Scullery 84

Color Plus 84

Parx 84

Park Avenue 84



53

Source:-Primary Data (Graph – 10)

Graph - 11

INTERPRETATION:-

All the 84 respondents said that they were aware of all the brands that are

given them as the option.

Brand Awareness Of The Respondents

84

84

84

84

84

84

84

84

84

84

84

0 20 40 60 80 100

Louis Philippe

Allen Solly

Excalibur

Indigo Nation

ColorPlus

Park Avenue

v a r i o u s

b r a n d s

NO OF RESPONDENTS



54

11) Who influences you in your buying decisions of branded formal men

wear?A) Wife B) Other family members

C) Friends D) Colleagues

E) Others please specify__________ F) None

TABLE-11


INTERPRETATION: - 24 of the respondents said that their friends influence them in

choosing the brand, and 20 of them said that their other family members and 19 of them said that

their colleagues influence them.

Influence

Wife

Other family

members

Friends

Colleagues

None

Who Influences To Buy Branded Formal Men Wear

Wife 13

Other family members 10

Friends 24

Colleagues 19

None 18



55

12) How can you comparison of occupation with influencing factor?

A) Wife B) Other family members

C) Friends D) Colleagues

E) Others please specify…….. F) None

TABLE-12

Comparison of occupation with influencing factors

Student Salaried Professional

Business

class

Wife 9 3 1

Other family

members 3 2 4 1

Friends 15 5 2 2

Colleagues 19

None 14 4

Source: - Primary Data (Graph-12)

INTERPRETATION:-Comparison between the occupation & influencing factors show that the

salaried people get influenced with colleges and less with others, students get influenced, even

some students get influenced with none of them.

0

5

10

15

20

Wife Others family

members

Friends Colleagues None

Student

Salaried

Professional

Business class



56

13) Please identify the source(s) from which you normally collect\get the

information regarding the branded men wear?

A) T.V B)Newspaper

C) Magazines D) Internet

E) Friends

Table – 13

SOURCE:-PRIMARY DATA (Graph – 13)

INTERPRETATION:-32 respondents collect the information from their friends who

become the influencing factor for the purchase of the branded formal wear. Whereas 28 of the

respondents collect the information through magazines, which influence less, compared to

friends.

0

10

20

30

40

50

Exclusive

showroom

Factory retail

outlets

Other retail outlet Internet Friends

Various Sources

No of


T.V 8 9.5%

Newspaper 13 15.4%

Magazines 28 33.3%

Internet 3 3.5%

Friends 32 38.09%



57

14) Nature of the out let that you prefer for purchasing the branded men

wear?

A) Exclusive showrooms B)Factory outlets

B) Other Retail outlets

Table – 14

Source: -Primary Data (Graph – 14)

INTERPRETATION: - 39 of the respondents like to purchase for the factory retail outlet.

Where 30 of them like to purchase the branded to purchase from the Exclusive Showroom. And

very few that is 15 of them like to purchase from other retail outlet.

Purchasing

Exclusive outlet

Factory retail outlet

Other retail outlet

Nature of the outlet purchasing

Exclusive showroom30

Factory retail outlets 39

Other retail outlet 15



58

15) Are you aware of the manufacturer of the brand’s that you

prefer\buy?

A) Yes B) No

Table - 15

.

Source: - Primary Data (Graph-15)

INTERPRETATION: - Very few respondents were aware of the manufacturer of their

branded formal readymade wear. The most popular manufacturer mentioned by the respondents

was ―RAYMOND’S, MUAHARA GARMENTS‖. And few got confused with shopper stop as

the manufacturer. Same with the case of the west side and lifestyle.

Aware

Yes

No

Awareness Level of the Respondents

towards Manufacturers of the Branded

Garments

Manufactur

er of the brands

No of

Respondents

Yes 26

No 58



59

Calculation of CHI-Square Test:-

Source: - Primary Data

Ho =There is no relation between the income level of the individual and their

Preferences level towards the branded garments.

H1 = There is relation between the income level of the individual and their

Preferences level towards the branded garments

< 10,000

10,000 –

20,000

20,000 -

30,000 30,000 > Total

Very

High 0 0 12 4 16

High 0 0 4 10 14

Moderate 4 28 4 8 44

Low 2 12 0 2 16

Very low 0 8 2 0 10

6 48 22 24 100



60

O E O-E (O - E)2

(O - E) /

E

0 0.96 -0.96 0.9216 0.96

0 7.68 -7.68 58.9824 7.68

12 3.52 8.48 71.9104 20.429091

4 3.84 0.16 0.0256 0.0066667

0 0.84 -0.84 0.7056 0.84

0 6.72 -6.72 45.1584 6.72

4 3.08 0.92 0.8464 0.2748052

10 3.36 6.64 44.0896 13.121905

4 2.64 1.36 1.8496 0.7006061

28 21.12 6.88 47.3344 2.2412121

4 9.68 -5.68 32.2624 3.3328926

8 10.56 -2.56 6.5536 0.6206061

2 0.96 1.04 1.0816 1.1266667

12 7.68 4.32 18.6624 2.43

0 3.52 -3.52 12.3904 3.52

2 3.84 -1.84 3.3856 0.8816667

0 0.6 -0.6 0.36 0.6

8 4.8 3.2 10.24 2.1333333

2 2.2 -0.2 0.04 0.0181818

0 2.4 -2.4 5.76 2.4



61

Degrees of freedom = (Rows -1) X (columns - 1)

= (4 – 1) X (5 – 1)

= 3 X 4 = 12

Level of significance = 0.05

Table value = 21.03

Test Results = Reject Null Hypothesis

Conclusion: - There is significant relationship between the income level and Branded

Garments

X=

70.037633



62



63

FINDINGS

The age group 20 – 30 prefer for the branded ready-made garments.

Professional are focused on the branded readymade garments

Respondents having income between 10,000 – 20,000 prefer branded garments

Education is role, which helps to identity their preferring with the research we can

tell that post-graduates prefer the branded garments.

With the help of the research we can see that more than 50% of the sample like to

purchase the branded garments frequently i.e. within 6 months i.e. 38 respondents

like to purchase once in 3 months. 22 respondents like purchase once in 6 months.

Comparing age group with frequency of purchase shows the result that the age

group between 20 – 30 like to purchase more often (once in 3 months) 44 respondents have the moderate preference towards the branded ready-made

garments.

The awareness level of the various brands of branded formal men wear showed

that all are aware of the brands mentioned

The most influencing factor to the respondents was their friend i.e. 22 respondents

said as friends, 18 respondents said that other family members influence them.

Between occupation of the respondents and the influencing factors shows that

more students are influenced by their friends, whereas salaried by their colleagues

Only few i.e. 26 are aware of the manufacture of their brands. The most know

manufacturer (Mudhra garments, Raymond’s India ltd.).



64



65

SUGGESTIONS

With the help of the research we have seen that the age group of 20 – 30 is more

preferred towards the branded garments so the companies should treat them as the

major target customers for their market. The companies should see that the awareness should be made why because only

professional’s and salaried people are more aware of the branded garments

As majority of the respondents who prefer branded garments are in income group

of 10, 000 – 20,000 the companies should concentrate the customer with lower

and higher income also.

Companies should give good offers and promotional activity and see that the

people who are purchasing who are purchasing once in 6 months can start

purchasing more frequently.

Comparison with age and the frequency of purchase should that only age group

20 – 30 purchase once in 3 months the companies has an opportunity to increase

their market share.

As lot of respondents says that the branded garments are highly priced and some

feel that they are Lesser Choice of the Design & Colours. The companies can

reduce the prices of the formal wear and see that there are more colours for choice

and more design varieties.

The companies must see that they give more and more information of their

products to the customers.

As above said that the respondents are more preferred by the comfort level of the

garments. The companies should see they concentrate on the comfort level more.

As most of the respondents like to purchase the branded garments for the factory

outlets and the exclusive showrooms the companies should see that they open

more and more of factory outlets and exclusive showrooms in the major cities. The retail manufacturers should see that the awareness level should increases

towards the retail brands.

The manufactures of the branded garments should see the awareness is bought.



66



67

CONCLUSION

The research above taken place studies the various aspects of the customers

before they purchase and after the purchase, what makes them to purchase and who influences

them to purchase the particular brand and what is the level awareness of they people towards the branded ready-made garments and what are they various reasons that makes the people not to

purchase the branded garments.

The findings and suggestions might help the branded garments companies.

Which the companies can take over the problem of the people not purchasing the branded

garments and study they influencing factors which influence the customer purchase the particular

brand and know what the preferences of the customer and they can capitalize on them to increase

the market share.



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69

BIBLIOGRAPHY

Most of the updated and competitive information were gathered by visiting the websites

of the different airlines. The various sites are:

www.arvindmills.com.

www.mudharagarments.com.

www.raymondsindia.com.

www.fashion2fabric.com.

www.image&fashion.com.

www.google.com.

www.myiris.com.

www.indiainfo.com.

http://www.arvindmills.com/


http://www.mudharagarments.com/


http://www.raymondsindia.com/


http://www.fashion2fabric.com/


http://www.image%26fashion.com/


http://www.google.com/


http://www.myiris.com/


http://www.indiainfo.com/












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QUESTIONNAIRE

1) Age

a) < 20

b) 20 – 30

c) 30 – 40

d) 40 >

2) Profession

a) Student

b) Salaried

c) Professional

d) Business Class

e) Others please specify___________

3) Monthly Family Income

a) < 10,000

b) 10,000 – 20,000

c) 20,000 – 30,000

d) 30,000 >

4) Educational Qualification

a) Graduate

b) Post-graduate

c) M.Phil \ PhD \ Post Doctorate.



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5) How often do you purchase your clothing?

a) Once in 3 months

b) Once in 6 months

c) Once in a year

d) Occasionally

6) How can you comparison age and frequency of purchase?

a) Once in 3 months

b) Once in 6 months

c) Once in a year

d) Occasionally

7) Please identify your level of preference towards branded readymade

garments?

a) Very High

b) High

c) Moderate Low

d) Very Low

8) Reasons for having very low preference towards branded formal wear?

a) Perfect fit not available

b) Priced high

c) Quality not up to the mark

d) Lesser choice of the design & color

e) Restricted availability when compared to cloth availability.



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9) Do you prefer branded formal men wear?

a) Yes

b) No

10) The brand’s that you are aware of?

a) Park Avenue

b) Color Plus

c) Indio Nation

d) Excalibur

e) Allen Solly

f) Louis Philippe

11) Who influences you in your buying decisions of branded formal men

wear?

a) Wife

b) Other family members

c) Friends

d) Colleagues

e) Others please specify__________

f) None

12) How can you comparison of occupation with influencing factor?

a) Wife

b) Other family members

c) Friends

d) Colleagues

e) Others please specify……..

f) None



13) Please identify the source(s) from which you normally collect\get the

information regarding the branded men wear?

a) T.V

b) Newspaper

c) Magazines

d) Internet

e) Friends

14) Nature of the out let that you prefer for purchasing the branded men

wear?

a) Exclusive showrooms

b) Factory outlets

c) Other Retail outlets

15) Are you aware of the manufacturer of the brand’s that you

prefer\buy?

a) Yes

b) No

Documents

Sakshi's Project Report