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Introduction

In this research report my topic was CUSTOMER PRFFRENCES BRANDED AND

UN BRANDED CLOTH. It was the mix experience in doing this research. As some

time the consumer were rude and some time they were nice.

In research report I have mentioned Size of the market, Life style of people , Living

standard of people, Role of distribution channel. In my research report I have taken

the sample size of 100 Respondent. The method used by me is questionnaire and

interview method. The analysis done in the report was on the basis of questionnaire. The

suggestion, Limitation, & Conclusion includes the different thoughts of customer as well

as traders.

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Motivations

I think with change in fashion and style unbranded (tailored clothes ) are losing there

place. Young generation is looking in showrooms for their shirts, jeans and trousers.

What leads to this situation? The answer can be found through this research work. Also in

brands which brand is most preferred and why can be answered. Hence the topic itself is

motivating and source of my project.

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OBJECTIVES OF THE RESEARCH

Main Objective

To study Consumer preference towards branded (ready made) and unbranded

(tailored) clothes in Sitapur

Sub Objectives

To study the customer preferences of cloths in Sitapur .

To study ales pattern in tailored clothes.

To study the sales pattern in Readymade Garments at Showrooms

To study the comparative analysis of buying behavior Regarding Lee Solly,

V+ (garment Section) and Barcelona showrooms with tailored cloth.

To analyze quality of the products in Lee Solly, V+ Store and Barcelona

To analyze different offers and discounts.

Scope

This project will give a clear insight of garment market of Sitapur

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Description of Research

Research Problem

Here research is to measure consumer preference towards branded and unbranded

clothes. So here research problem is to find consumer preference towards clothes, which

may be branded or un branded.

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SOLUTION METHODOLOGY

& BRIEF ABOUT STIMULATION

RESEARCH DESIGN:

MEANING OF RESEARCH:

A research is a scientific inquiry involving deductive, inductive process. A

research design is simply the framework or plan to study used as a guide in collecting

and analyzing the data. It is the blue print for any research. It is possible to built a

house without a detailed blueprint, the final product will more than likely be

somewhat different from what was originally envisioned by the buyer or user. In the

similar manner the research findings are also likely to differ widely from what was

desired by the consumer. These research findings are interesting, but they do not

solve the basic problem of the customer.

The research design insures that the study:

Will be relevant to the problem objective

Will use economical procedures

The present study is an exploratory in volume emphasis as been laid in generating

idea and insides regarding the market, i.e. Consumer Behavior towards purchasing of

cloth (Readymade Garments or Dress Material ] from Lee Solly, V+ Store and Barcelona

Showroom in Sitapur and tailored cloths from various local Tailors.

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The stage in the marketing research process is deciding on the research design. There are

three types of research designs namely:

1. Exploratory

2. Descriptive

EXPLORATORY RESEARCH: -

Exploratory research is conducted when the researches does not know how and

why a certain phenomenon occurs. It concerns with discovering the general nature of

problem and the variables that relate to it. It is characterized by a high degree of

flexibility and it tends to rely on secondary data, convenience or judgment sample, small-

scale survey or simple experiments, case analysis and subjective evaluation of the results.

Four groups, interviewing key customer groups, expert and even search for printed and

publish information on some common techniques.

DESCRIPTIVE RESEARCH: -

Descriptive research is carried out to describe a phenomenon or market

characteristics. For example a study to understand buyer behavior and describe

characteristics of the target market is descriptive research. It is focus on the accurate

description of the variables in the problem model. Consumer profile studies, market

potential studies, product usage studies, attitude survey, sales analysis, media research,

and price survey are examples of the descriptive research. Continuing the above example

of service quality of competing service institutions can be consider as an example of

descriptive research.

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DATA COLLECTION METHOD

The researcher in collecting the information has to design and use suitable research

instruments. The data, to be collected, are of two types

a) Primary data

b) Secondary data

One of the most commonly and widely used primary data collection method is the

survey. When survey method for data collection is used, questionnaire is the instrument

most frequently used. It involves the questioning of respondents to secure the desired

information, which yields the most satisfactory results.

In this research work the questionnaire method is selected to collect the primary data.

Respondent were given sufficient time to fill out the questionnaire and some instructions

were given to these respondents who could not understand the language properly. In

order to get right response the purpose of the study was explained to the respondent an

this assurance was also given that their information will be kept secret and will be used

for academic purpose only.

The secondary data refers to those data, which are readily available. The present

research work also collected the secondary data with the sources like books, Business

magazines & periodicals, newspapers, business circulars, and published research etc.

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DATA COLLECTION FORM:

1) QUESTIONNAIRE DESIGN

Questionnaire design is a most important element of survey. Constructing and

implementing questionnaire is one of the most interesting and challenging tasks of

conducting marketing research. So great care has to be taken while formulating

questionnaire. First questionnaire can be drafted by noting down the questions, which

would fulfill the objectives. A researcher try to get the information performing to

consumer attitudes, beliefs, demographic, and socio-economic characteristics, opinions,

feelings, post experiences and future expectation that can be proved only through

compressive discussions with customers. A structured questionnaire is a formal list of

questions framed so to get the facts information and knowledge about their purchase

decision post purchase behavior and their satisfaction with the product.

The questionnaire contained in all 15 questions from customer and 13 question

from Retailers. In the beginning, question No. 1 to 9 covered physical characteristics of

consumer and the remaining questions then on wards try to find out consumer behavior in

purchasing of cloth from Lee Solly, V+ Store and Barcelona Showroom. A sample copy

of questionnaire is appended to this report

2) SAMPLE DESIGN AND SELECTION:

A sampling design is a definite plan for obtaining a sample from the sampling

frame. It refers to the technique or a procedure the researcher would adopt in selecting

units from which inferences about the population is drawn.

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SAMPLING DESIGN INVOLVES FOLLOWING STEPS:

DEFINE THE POPULATION:

It is the aggregate of all the elements defined prior selection of sample. It is necessary to

define population in terms of elements, sampling units, extent and time. A population

element is the subject on which the measurement is being taken.

SAMPLING PLAN:

After deciding on the research approach and instruments, the marketing researcher must

design a sampling plan. This plan calls for three decisions.

Define the population

Determine the sampling size

Specify the sampling plan

Specify the sampling method

Specify the sampling unit

Identifying the samplingframe

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SAMPLINGS UNITS:

Who is to survey? The marketing researcher must define the target population that will be

sampled. In the sampling unit is determined, a sampling frame must be developed so that

everyone in the target population has an equal chance of being sampled.

SAMPLE SIZE [100]

The sampling size is almost into 100 customer should be surveyed large sample giving

more reliable results than small samples. However it is not necessary to sample the entire

target population or even a substantial portion to achieve reliable results.

SAMPLING PROCEDURE:

How should the respondents be chosen? To obtain a representative sample, a probability

sampling allows the collection of confidence limits for sampling error. When the cost of

times involves in probability sampling is too high, marketing researchers will take non-

probability sampling. There are three types of non-probability sampling. Some marketing

researchers feel that non-probability samples are very useful in many circumstances even

though they do not allow sampling error to be measured.

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Conclusion

They came they saw and they conquered. What they could not do however,

was, drive the enemy out of the battle field. And today the latter has risen once again as

formidable competition, much stronger than before.

Meet the haves, members of an elite class of urban consumers whose

purchasing power activity matches their propensity to spend. The midnight generation

that has succeeds in discarding the post independence ideology of simple living and high

thinking; the haves are today shopping for premium marketed strictly for this segment.

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References

During the course of this project the following books and journals are being referred by

me.

BOOKS:

1. Kotler Philip, Marketing Management: analysis, Planning & control 9th

Edition, Prentice Hall of India Ltd, New Delhi.

2. Donald S. Toll & Del I. Hawkins, Marketing Research: Measurement &

Method, 6th Edition, Pretice Hall of India Ltd.

3. Leon G. Schiff man & Lazar Knack, Consumer Behavior 6th Edition,

Prentice Hall Of India Ltd.

MAGAZINES:

1. Delhi Readymade Garment Fair (Annual Dec 09)

2. Readymade Garment Fair all India

3. Cloth Avenue

WEBSITES:

1. www.nationaltextilemill.com

2. www.redymade sell.com

3.www.clothindustry.com

http://www.redymade/http://www.cloth/http://www.redymade/http://www.cloth/

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QUESTIONNAIRE

1). Name of the Respondent________________________________________________

2) Sex:

a) Male ( ) b) Female ( )

3) Age Group:

a). 16-20 ( ) b). 21-25 ( )

c). 26-30 ( ) d). 31-35 ( )

e). 36 above ( )

4) Occupation: -

a) Service ( ) b) Business ( )

c) Profession ( ) d) Student ( )

e) Farmer / worker ( )

5) Education qualification:-

a) Up to SSC ( ) b) HSC ( )

c) Graduate ( ) d) Post Graduate ( )

6) Monthly income:

a) Below Rs. 5000 ( ) b) Rs.5000-10000 ( )

c) Rs.10000-15000 ( ) d) above Rs.15000 ( )

7) Which type of cloth you do prefer?

a) Dress Material (Tailored) ( ) b) Readymade Garment ( )

8) From where you purchase readymade Garments?

a) V+ ( )

b) Lee Solly ( ) c) Barcelona ( )

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9) Following are the general factor that you selected at the time of deciding to

purchase any particular Dress Material (Tailored) (Tailored). Please mark ( ) as

Very important (VI), Important (I), Slightly Important (SI)

10) Are you satisfied with the Dress Material (Tailored)?

a) Yes ( ) b) No ( )

Why?

_______________________________________________________________________

_______________________________________________________________________

Sr

No

Factors affecting VI I SI

1 Product attributes and features

2 Product Quality

3 Price

4 Design and shades

5 Fitting of the cloth

6 Availability of cloth

7 Advertisement

8 Packing

9 Time factor

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_______________________________________________________________________

___

11) Are you satisfied with the Readymade Garment?

a) Yes ( ) b) No ( )

Why?

12) Do you purchase a cloth on special occasion?

a) Yes ( ) b) No ( )

13) Which Advertisement media you regularly get contacted?

a) Print media ( ) b) Visual Media ( )

c) Outdoors Media ( )

Date . Signature