consumer perception and brand preference for premium branded
TRANSCRIPT
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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CONSUMER PERCEPTION AND BRAND PREFERENCE
FOR PREMIUM BRANDED SHIRTS
A DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT
OF THE REQUIREMENTS FOR THE AWARD OF
MBA DEGREE OF BANGALORE UNIVERSITY.
SUBMITTED BY
VIKRANT JAGANNATH
Reg. No � 04XQCM6118
UNDER THE GUIDANCE OF
PROFESSOR JAI RAJ NAIR
M. P. BIRLA INSTITUTE OF MANAGEMENT
(ASSOCIATE BHARATIYA VIDYA BHAVAN)
BANGALORE � 560001
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CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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DECLARATION
I hereby declare that the research work embodied in this dissertation entitled
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED
SHIRTS � has been carried out by me under the guidance and supervision of Professor Jai
Raj Nair, M.P.B.I.M., Bangalore.
I also declare that this dissertation has not been submitted to
any University or Institution for the award of any Degree or Diploma.
Place: Bangalore
Date: 2nd June 2006 VIKRANT JAGANNATH
(O4XQCM6118)
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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CERTIFICATE
I hereby certify that the research work embodied in the dissertation entitled �CONSUMER
PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS � has
been undertaken and completed by Vikrant Jagannath under my guidance and supervision.
I also certify that he has fulfilled all the requirements under the covenant governing the submission of dissertation to the Bangalore University for the award of MBA degree.
Place: Bangalore (Prof. Jai Raj Nair)
Date : 2nd June 2006
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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CERTIFICATE
I hereby certify that this dissertation is an offshoot of the research work undertaken and
completed by VIKRANT JAGANNATH under the guidance of, Professor Jai Raj Nair
M.P.B.I.M. Bangalore.
.
Place: Bangalore (Dr. N. S. Malavalli)
Date : 2nd June 2006 Principal, MPBIM
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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ACKNOWLEDGEMENTS
I am happy to express my gratitude to Dr. N. S. Malavalli, (Principal, M. P. Birla Institute of
Management), for their encouragement, guidance and many valuable ideas imparted to me
for my project.
I extend my sincere thanks to Professor Jai Raj Nair MPBIM, Bangalore for providing me all
the information required and the guidance throughout the project without which this project
would not have been possible.
I would also like to sincerely thank all my lecturers and my friends for their help in
completing my project successfully.
(VIKRANT JAGANNATH)
Reg No. 04XQCM6105
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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EXECUTIVE SUMMARY
Consumer awareness of styling issues and the convenience afforded by the ready to wear
helped the readymade garment industry make small inroads into the domestic market in
1980�s. The total sales of clothing wears this fiscal which would turn out to be about 30%
of the total readymade market. The branded wear market has shown a substantial growth
about 20% every year in recent times and is expected to contribute more than Rs90
billion
The research was conducted on the consumers of premium branded ready made formal
shirts in the city of Bangalore. The research due to the constraints of place, Time and
Financial and other resources was restricted to Bangalore City alone. The research is
aimed at understanding the following aspects related to Consumer Perception and Brand
Preference For Premium Branded Readymade Formal Shirts.
This project deals with the customers personal aspects like occupation sex age group . It
also deals with the customers personality like the newspapers magazines and various
factors that influence him while making a purchase of a formal shirt. It includes
comparison of six brands namely Van � Heuisen, Louis Phillipe, Arrow, Allen Solly,
Zodiac and Park Avenue. The methodology followed is questionnaire method with a total
sample size of 50 respondents, The data is tabulated and graphically represented through
histograms, pie-charts, line graphs etc.
Findings and recommendations are listed at the end of this project.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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FUTURE SCENARIO OF INDIAN TEXTILE INDUSTRY
The agreement on textiles and clothing would cease to exist from DEC. 31
2004 and textiles would be integrated into the WTO. This will change the
contours of the global textile trade as the key markets would be up for grabs
for those supplying countries that have the competitive advantage. The
textile manufactures worldwide are gearing up to face the post-2004
challenges. The Indian textile and clothing industry, undoubtedly a global
textile powerhouse hither to constrain by the quotas, is expected to emerge
stronger.
It is expected by 2010, the Indian textile and apparel industry can achieve a
potential size of $ 85 billion from the current size of $ 36 billion.
With a projected increase in per capita consumption from 19
meters to 32 meters, the domestic market potential would be $45
billion.
On the domestic front, the fast growing economy and even faster
growing middle class with higher disposable income have the
potential to drive per capita consumption level increases and
stimulate an 8% volume growth and an 9% value growth.
Nearly 60% of the exports would comprise garments.
Over 35%of India�s exports would be from textiles.
Over 12 million new jobs would be created- 5 million jobs through
direct employment in textile industry and another 7 million jobs in
allied sectors.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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India has all the key ingredients required to take advantage of the
emerging opportunity. In segments like cotton textiles, India�s
position is much stronger. The centre has initiated technology mission
on cotton to improve productivity, Quality of cotton and to reduce
cost of cultivation to make cotton cultivation remunerative to farmers.
A well-defined strategy will enable the textile industry to shift focus
to value added products. The greatest value addition in the textile
value chain is generated in the apparel segment. Apparel would
therefore need to be the main thrust segment. The focus on value
addition will also automatically ensure development and growth of
upstream segments of the textile value chain. Processing is the
weakest links in the entire textile value chain though it is a critical
segment that determines the quality of the fabric or apparel.
The government should create an enabling environment conductive to
attracting large investments. It should focus and removing the system
anomalies, develop infrastructure capabilities, develop port
infrastructure to handle large containerized vessels and continue to
pursue reforms in the power sector at a faster pace to enable textile
industry to get quality power at competitive tariffs visa vise
competing countries like China and Pakistan�Etc.
In India, power cost is as high as 15% for spinning mills where as in
neighboring competing countries it is around 7%. Unless government
takes immediate measures to improve on this fronts textiles will suffer
badly in years to come. The expansions are happening in keeping with
the new projects coming up in weaving and processing. The spring
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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spinning capacity is likely to go up at least 1.3 to 1.4 millions spindies
by next year.
The cotton-spinning sector is also moving into value added yarns
mercedised yarns, compact yarns, dyed yarns. The production of the
value added yarns will go up to 50% of the total yarn production in
the coming three to four years.
There is no doubt that the textile industry is going to be a sunrise
industry in post MFA (Multi Fibre Agreement) era.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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THE READY-TO-WEAR REVOLUTION
Traditionally, Indian�s prefer custom made clothing and the concept of
readymade is relatively recent one. the customized tailoring units were
localized to the township or city that they were located in and catered
exclusively to the domestic demand. Consumer awareness of styling issues
and the convenience afforded by the ready to wear helped the readymade
garment industry make small inroads into the domestic market in 1980�s.
A growing share of younger consumerism the spending population, who are
most open to converting to ready to wear, fueled the growth of the
readymade garment industry in subsequent years.
Increasing exposure to various media also provided an impetus in terms of
greater access to fashion trends from outside the country.
At the manufacturing end, improvements in the availability and quality of
fabrics for apparel assisted in catering to the growing demand.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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THE BRANDED WEAR MARKET
The total sales of clothing wears this fiscal which would turn out to be about
30% of the total readymade market. The branded wear market has shown a
substantial growth about 20% every year in recent times and is expected to
contribute more than Rs90 billion
TRENDS IN THE READY TO WEAR MARKET
The overall men�s wear market is growing at 6% in the premium segment.
Total men�s wear consumption in 2003-2004 is likely to be around 1405
million pieces of which 845 million (61%) will be ready-mades and 551
million (39%) will be tailor-made.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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INTRODUCTION TO MARKETING CONCEPT
Marketing is a comprehensive term and it includes all resources and a set of
activities necessary to direct and facilitate the flow of goods and services
from the producer to the consumer in the process of distribution. Therefore
marketing as a functional area of management is becoming increasingly
important as compared to other fields. In management, all decisions in
modern business organization revolve around the marketing information.
In modern business organization finance, personnel, production and R&D
might be the door to success but marketing is the key with turns the lock.
Consider any business decision, we find the critical input needed for this
purpose in the marketing information. This information can be collected and
utilized using marketing research techniques.
MEANING AND DEFINITION OF MARKETING
RESEARCH
The term marketing research is a systematic gathering, recording and
analyzing of data about problems connected with the market place i.e.,
problems relating to the product, price, promotion and physical distribution
of the marketing mix.
Philip Kotler the marketing guru defines marketing research as �Marketing
research is a systematic design, collection, analysis and reporting of data and
findings relevant to a specific marketing situations facing the company�.
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OBJECTIVES OF MARKETING RESEARCH
Marketing research is used in the formulation of all marketing
plans, policies, programs and procedures.
It is employed for evaluation of these plans, policies...Etc when
they are brought into practice.
It is used in reducing and minimizing all marketing costs,
particularly selling, advertising, promotion and distribution costs.
Programs of marketing research incidentally provide insurance
cover for the survival and growth of the business in a dynamic
economy.
Marketing management through research can bring about the sale
of the right product, through right channels to the right customers
at the right places, at the right prices by evolving right plans,
polices, and programs with the help of the right personnel.
The main objective of marketing research is to enable the
manufacturers to make goods acceptable and saleable and to see
that they reach the market more easily, quickly, cheaply and
profitable with out sacrificing the consumer interest.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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MARKETING RESEARCH PROCESS
EFFECTIVE MARKETING RESEARCH INVOLVES FIVE STEPS:
Defining the problem and research objectives.
Developing the research plan.
Collecting the information.
Analyzing the information.
Presenting the findings.
MANAGEMENT�S USE OF MARKET RESEARCH
Inspite of the rapid growth of marketing research, many companies still fail
to use it efficiently.
Several factors that stand in the way of its greater utilization are:
A narrow conception of marketing research.
Uneven caliber of market research.
Late and occasional erroneous findings by marketing research.
Intellectual differences.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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A BRIEF INTRODUCTION Madura Garments established in 1988 as a part of Coats Viyella's (U.K)
garment division.
In December 1999, Indian Rayon and Industries Ltd. an Aditya Birla group
company acquired Madura Garments.
Madura Garments is one of the fastest growing branded apparel companies
with a turnover of Rs. 395 crore at a blistering growth rate of over 30% per
annum.
Madura Garments is the undisputed leader in high quality readymade
Menswear industry in South Asia.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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The chronological developments listed below weave its success story
1989: Louis Philippe launched - The first national up market men's shirt.
1990: Launch Of Van Heusen - It was positioned as international corporate
wear.
1993: Allen Solly Launched - Introduced the Friday Dressing concept.
1996: Launch Of Peter England - Became the largest selling shirt brand in
South Asia.
1998: San Frisco Launched -Launched as the Great Trousers that last.
2000: Trouser Town - The Retail Concept store was launched as the
"Readymade Trouser Expert." 2000: Elements, casuals from the House of
Peter England was launched.
2001: Planet Fashions launched -Mega store for Menswear - housing all
Madura brands.
MISSION To continuously enhance leadership position in the branded ready-made
apparel market by marketing brands that continuously provides the Best
Value to consumers in terms of fashion, design, quality, availability &
image.
To continue to be South Asia's leading clothing company by sustaining
world-class standards of quality, customer service and design.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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VALUES
Competitive Ability
Quality Service & Value
Taking Advantage of Change
Committed People
Clear Objectives
Simple Organization
Openness
Responsibility/Empowerment
Premium brands under MADURA GARMENTS
Louis Philippe
Van Heusen
Allen Solly
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Madura Garments was the first to launch an International menswear brand
label in South Asia when it launched Louis Philippe in 1989.
Louis Philippe has the distinction of being the first to introduce in India, a
super premium segment in the readymade shirt industry.
Louis Philippe's range of superbly crafted garments makes an exclusive
fashion statement that is accepted as the Ultimate Status Symbol, recognized
by the unique identifier, "The Upper Crest".
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Van Heusen was introduced in 1990, a brand targeted at Corporate
Executives. Very soon, it became the preferred corporate wear, redefining
corporate attire through constant product innovations and collections.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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The Allen Solly brand has been in existence since 1744 and is
currently a trademark of William Hollins & Co. Ltd., England.
Through association with Friday Dressing in India, this International
brand is today the symbol of a genre that has rescued business
dressing from a dip in corporate starch. For the soul that questions
corporate formality, the brand provides a well-dressed way out.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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A BRIEF HISTORY Incorporated in 1925, the Raymond Group is a Rs1400 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.
Raymond Apparel Ltd. has three highly regarded menswear brands in its
folio: Park Avenue, Parx & Manzoni.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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The most respected brand in the formal menswear category in India. A
trendsetter ever since its launch, Park Avenue's innovations in design,
styling, colours and fashion has always been the benchmark for other brands.
Park Avenue is the only brand that provides complete wardrobe solutions for
men. With its unique collection of suits, jackets and trousers, Park Avenue
has successfully addressed the needs of the corporate czar. The Park Avenue
product portfolio includes:
Shirts
Trousers
Suits
Jackets
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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Park Avenue shirts cover the widest spectrum of colours, fabrics and
designs made in 100% cotton as well as cotton blends.
Park Avenue shirts comes in a range of solid shades in plain and twill
weaves as well as checks and stripes in white- and colour-based designs.
Classically designed shirts with regular collar, button down collar and
cutaway collar options complete this very exquisite range.
Sub-brand Park Avenue Platinum occupies the top position in upper-crust
clothing. These are 100% cotton shirts in contemporary designs available in
the latest and trendiest international pattern and styles.
New collections under Park Avenue
The Classic Dress Shirt
Fine Tech Shirts
Evening Wear shirts
Leisurewear shirts
100% wrinkle free shirts
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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A BRIEF HISTORY
The company started business with export of readymade garments to Europe
in the early '60s, which included mainly ties and shirts. For many decades,
Zodiac has been synonymous with ties. The business of ties is a high fashion
business and Zodiac has taken this to new highs in India and across the
globe. In fact, one can say that in India Zodiac is generically associated with
ties. Following Zodiac's huge success with ties, the company entered the
arena of men's accessories with Cuff links, Belts, Wallets and
Handkerchiefs. In 1973, Zodiac had a stand-alone exclusive shirt shop in
Hotel Taj in Mumbai. The company then entered the domestic shirt segment
in late '80s. Shirts and ties being the main areas of focus. In addition to the
above products, Zodiac has today added quality trousers in its arsenal and
with their new brand ZOD! Have opened up a whole new segment in the
country- "Club wear".
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ZODIAC SHIRTS
Zodiac is one of the largest shirt companies in the world and sells quality
shirts to the best stores across the globe. Zodiac has been a quality
manufacturer of fashion garments for the last 47 years and is considered to
be one of the finest quality shirt makers. All shirts are made from the finest
fabrics sourced worldwide to give quality, value for money products. Zodiac
shirts offer quality at affordable prices ranging from Rs545 to Rs2,200.
Zodiac has also being awarded the Most Admired Neckwear Brand
Award of the year at the prestigious 'Images Fashion Awards 2000'.
Zodiac, is today, the largest selling shirts & tie brand at Shopper's Stop
according to Brand Equity (The Economic Times)
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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A BRIEF HISTORY
The Arvind Mills Limited is the flagship company of Rs.20 billion (US$ 550
million) of the Lalbhai Group.
The Lalbhai Group, founded by three Lalbhai brothers-Kasturbhai,
Narottambhai and Chimanbhai in 1908, has grown to become one of India's
most diversified business houses, with a significant presence in the textiles,
ready-to-wear, agrochemicals and telecom industries in India.
Each company in the group, in its own way, pursues a single mission- to be
the benchmark in its' industry. To achieve this, they have tied-up with a
variety of companies...all world leaders in their respective fields.
Renovision and Technology have brought them to where they are today-one
of the top ten manufacturers of Denim in the world, on their way to
becoming global textile conglomerate.
BRAND UNDER ARVIND MILLS
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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A BRIEF INTRODUCTION
With a heritage spanning over 150 years, Arrow - the premium men�s wear
brand has come to be recognised as the leader in men�s fashion.
Having conquered the American market, The Arrow Company, a division of
Cluett Peabody & Co. Inc., USA entered India in 1993. Since then, the brand
has gained immense popularity in India and is the most sought after
premium shirt for the savvy, fashion conscious Indian men.
Arrow, brought to India by Arvind Brands, has been the voice of authority in
formal dressing that understands the wardrobe requirements of its discerning
male customers.
Arrows offerings are aimed at working executives who believe in power
dressing. The target customer for Arrow customers is an achiever in his
respective field and wants only the best, be it a pen or the vehicle he drives.
The brand has constantly worked on its product range and brought out
collections that become synonymous with elegance and class. The Arrow
wardrobe is available in four ranges: Americas Classic, Americas Premium,
Americas Sport and Urban from Arrow.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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ARROW WARDROBE
Premium- This range has garments that are made with 100% 2-ply cotton
and undergoes ETI treatment for a wrinkle-free effect. 2-ply yarn is more
durable, stronger and lasts longer. This means the shirt lasts longer and looks
better. This label includes international designs, a muted colour palette, two-
tone fabrics and stylish collars.
Classic- Arrow believes that cotton is the best fabric against ones skin as it
is soft, breathable and 100% natural. As a result, Arrow has taken a policy
decision that even the Classic range will offer the consumer only 100%
cotton.
Sportswear- This range is made of 100% cotton in sporty finishes, indigo
knits, soft washes, fine fabrics and a sophisticated palette. Americas Sport
range offers a series of khakis, indigos and peached fabrics. The range is
supported by peached tussore trousers with fashionable styling. The range
includes shirts, trousers, knits and jackets.
Urban- Arrow�s urban collection is created for the man with an innate sense
of style and fashion. The collection is meant to be worn at social gatherings.
It uses a cotton lycra blend and the shirts are tapered with a narrow fit and an
international collar.
Arrow offers wardrobe solutions and not just shirts. Through its various
collections it caters to the different moments in a mans life office wear,
After-office wear, weekends and social events.
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DESIGN OF THE STUDY The second chapter is focused on details about how the research
was conducted with information on the following aspects.
Scope of the research
Statement of the problem
Objectives of the research
Design of the research
SCOPE OF THE RESEARCH
The research was conducted on the consumers of premium branded ready
made formal shirts in the city of Bangalore. The research due to the
constraints of place, Time and Financial and other resources was restricted
to Bangalore City alone. The research is aimed at understanding the
following aspects related to Consumer Perception and Brand Preference For
Premium Branded Readymade Formal Shirts.
Impression of Branding
Brand awareness
Brand Loyalty
Influencing Factors In Purchase decisions
Advertisement effectiveness
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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STATEMENT OF THE PROBLEM
The corporate community of today�s world has come to realize the power of
branding and tapping changing consumer perception as a tool for substantial
Competitive advantage over other similar companies operating in the
industry and the most comprehensive concept of branding is building the
companies as Brands. But in the case of ready-to-wear garments industry,
Branding always has and will plan an key role and thus the research tries to
confirm to the statement. This is the reason why the research is trying to
answer the question,
Whether branding plays a vital role in purchase of premium
branded readymade formal shirts?
Whether companies are providing the product with changing
consumer perception and needs?
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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OBJECTIVES OF THE RESEARCH
To study the consumer perceptions towards premium branded
readymade formal shirts.
Brand awareness.
Impact of brand image.
The factors influencing the purchase behaviour.
The satisfaction levels of consumer of premium branded
readymade shirts.
To measure the impression of advertisement.
To know expectations of consumers from premium brands.
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DESIGN OF THE RESEARCH
The research was designed to achieve the above mentioned objectives and the following tools were used to collect the required data.
Sampling method sampling frame Sample Size Data collection Methods
SAMPLING METHOD
A sample is considered during a research when the size of the population is
very large and a set is chosen to represent the whole population, this set is
called a sample is a representative of the population under study.
Similarly, a sample was chosen for the research and was chosen by a simple
random sampling.
SAMPLING FRAME
The sample frame represents the groups of respondents that were contacted
during the survey it also represents the profession of the respondents that
were connected for data.
SAMPLE SIZE
The total sample size for the data collection for the research was 50
respondents.
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Data Collection Methods:
The sources of data collection are:
1. Primary Data:
Primary Data is the first hand information collected during the
research. These are the original observations collected from the
targeted segment of different methods.
The Primary Data is collected through structured questionnaires and
Direct Interview.
2. Secondary Data:
The Secondary Data is collected through the materials given by the
organization, books, journals, Business magazines and Internet.
Tools for Data Collection:
Structured Questionnaires were the tools for data collection. The
Questionnaire was neatly designed and constructed for the purpose inline
with the objective of the study.
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Table No.1
Table indicating the number of respondents with respect to their age group.
Age Group (years) No. of Respondents Percentage (%)
18-25 30 60 25-35 13 26 35-45 03 06 > 45 04 08 Total 50 100 Graph No.1
Graph indicating the number of respondents with respect to their age group.
Inference:
It can be inferred from the table and graph that 30 (60%) respondents are in the age
group of 18-25 years, 13 (26%) respondents are in the age group of 25-35 years, 3 (6%)
respondents are in the age group of 35-45 years, 4 (8%) respondents are in the age group
of above 45 years.
No. of Respondents
3013
3 418-25 Years
25-35 Years
35-45 Years
>45 Years
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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Table No.2
Table indicating the gender of the respondents.
Gender No. of Respondents Percentage (%)
Male 45 90 Female 05 10 Total 50 100 Graph No. 2
Graph indicating the Gender of the respondents.
No of respondents
45
5
Male
Female
Inference:
It can be inferred from the table and graph that 45 (90%) of respondents are Male and
5 (10%) respondents are Female.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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Table No.3
Table indicating the number of respondents with respect to their educational
qualification.
Educational Qualification No. of Respondents Percentage (%)
S SL C 00 00 P U C 00 00 Under Graduate 17 34 Graduate 25 50 Post Graduate 08 16 Total 50 100 Graph No.3
Graph indicating the number of respondents with respect to their
educational qualification.
Inference:
It can be inferred from the table and graph the educational qualification of the
respondents. 17 (34%) respondents are Under-Graduates, 25 (50%) respondents are
Graduates, 8 (16%) respondents are Post Graduates.
0
0
17
25
8
0 10 20 30 40 50
SSLC
Under Graduate
Post Graduate
No of respondents
SSLC
PUC
UG
Graduate
Post Graduate
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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Table No.4
Table indicating the number of respondents with respect to their Occupation.
Occupation No. of Respondents Percentage (%)
Self Employed 10 20 Salaried 17 34 Student 13 26 Others 10 20 Total 50 100
Graph No.4
Graph indicating the number of respondents with respect to their
occupation.
Inference:
It can be inferred from the table and graph with reference to their occupation. 10 (20%)
respondents are Self-Employed, 17 (34%) respondents are salaried, 13 (26%)
respondents are Students and 10 (20%) respondents are in other occupation.
No of respondents
10
1713
10Self Employed
Salaried
Student
Others
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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Table No.5
Table indicating the number of respondents with respect to their Annual
income.
Annual income (Rs) No. of Respondents Percentage (%)
< Rs50,000 11 22 Rs50,000-1,00,000 14 28 Rs1,00,000-3,00,000 09 18 >Rs3,00,000 16 32 Total 50 100 Graph No.5
Graph indicating the number of respondents with respect to their Annual
income.
Inference:
It can be inferred from the table and graph with reference to their Annual Income, 11
(22%) respondents Income is Below Rs50,000 14 (28%) respondents income is between
Rs50,000-1,00,000, 9 (18%) respondents income is Rs1,00,000-2,00,000, 16 (32%)
respondents income is above Rs3,00,000.
No. of Respondents
22%
28%18%
32% <Rs 50,000
Rs 50,000-1,00,000
Rs 1,00,000-3,00,000
>Rs 3,00,000
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
39
Table No.6
Table indicating the different News Paper read by the respondents.
News Paper No. of Respondents Percentage (%)
Times Of India 39 78 Deccan Herald 21 42 Vijay Times 19 38 Economic Times 13 26 Others 16 32 Graph No. 6
Graph indicating the different News Paper read by the respondents.
39
21 1913
16
05
101520253035404550
No. of respondents
Times Of India
Deccan Herald
Vijay Times
Economic Times
Others
Inference:
It can be inferred from the table and graph that, 39 (78%) respondents read Times Of
India, 21 (42%) respondents read Deccan Herald, 19 (38%) read Vijay Times, 13 (26%)
read Economic Times and 16 (32%) respondents read other News papers like Indian
Express, Business Times�etc.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
40
Table No.7
Table indicating the different Magazines read by the respondents.
Magazines No. of Respondents Percentage (%)
Business Today 28 56 Business World 22 44 India Today 39 78 Sports Star 13 26 Others 16 32 Graph No. 7
Graph indicating the different Magazines read by the respondents.
2822
39
1316
05
101520253035404550
No. of respondents
Business today
Business World
India Today
Sports Star
Others
Inference:
It can be inferred from the table and graph that, 28 (56%) respondents read Business
Today, 22 (44%) read Business World, 39 (78%) read India Today, 13 (26%)
respondents read Sports Star and 16 (32%) read other Magazines such as Inside
Cricket�etc.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
41
Table No.8
Table indicating the number of respondents with reference to the awareness
of Premium Branded Formal Shirts.
Premium Brands No. of Respondents Percentage (%) Van Heusen 24 48 Louis Philippe 36 72 Park Avenue 26 52 Allen Solly 31 62 Zodiac 20 40 Arrow 23 46 Others 12 24 Graph No. 8
Graph indicating the number of respondents with reference to the awareness
of Premium Branded Formal Shirts.
24
36
2631
2023
12
05
101520253035404550
No. of respondents
Van Heusen
Louis Phillipe
Park Avenue
Allen Solly
Zodiac
Arrow
Others
Inference:
It can be inferred from the table and graph that, 24 (48%) respondents are aware of
Van Heusen, 36(72%) respondents are aware of Louis Philippe, 26 (52%) are aware of
Park Avenue, 31 (62%) respondents are aware of Allen Solly, 20 (40%) respondents are
aware of Zodiac, 23 (46%) respondents are aware of Arrow and 12 (24%) respondents
are aware of other brands like John Players, Dockers, Indigo Nation�etc.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
42
Table No.9
Table indicating the number of respondents with reference to the awareness
of Premium Branded Formal Shirts through different media .
Media No. of Respondents Percentage (%)
T V 36 72 News Paper 32 64 Magazines 22 44 Hoardings 14 28 Friends/Relatives 23 46 Retail Outlet 12 24
Graph No. 9
Graph indicating the number of respondents with reference to the awareness
of Premium Branded Formal Shirts through different media.
3632
22
14
23
12
05
101520253035404550
No. of respondents
T V
News Paper
Magazines
Hoardings
Friends/Relatives
Retail Outlet
Inference:
It can be inferred from the table and graph that, 36 (72%) respondents came to know
the brands through TV, 32 (64%) respondents through News Papers, 22 (44%)
respondents through Magazines, 14 (28%) respondents through Hoarding, 23 (46%)
respondents through word of mouth [Friends/Relatives] and 12 (24%) respondents
through retail Outlets.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
43
Table No.10
Table indicating the number of respondents with reference to the media
impressed them to purchase Premium Branded Formal Shirt.
Media No. of Respondents Percentage (%)
T V 12 24 News Paper 08 16 Magazines 11 22 Hoardings 07 14 Others 12 24 Total 50 100 Graph No. 10
Graph indicating the number of respondents with reference to the media
impressed them to purchase Premium Branded Formal Shirt.
No. of respondents
24
16
22
14
24 T V
News Paper
Magazines
Hoardings
Others
Inference:
It can be inferred from the table and graph that, 12 (24%) respondents are impressed
through TV ads. 8 (16%) respondents through News Papers, 11 (22%) respondents
through Magazines, 7 (14%) respondents through Hoardings and 12 (24%) respondents
are impressed by others like word of mouth�. Etc.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
44
Table No.11
Table indicating the number of respondents with reference to the
advertisement recalled by them of various brands.
Premium Brands No. of Respondents Percentage (%) Van Heusen 12 48 Louis Philippe 28 72 Park Avenue 22 52 Allen Solly 16 62 Zodiac 14 40 Arrow 26 46 Others 08 24 Graph No. 11
Graph indicating the number of respondents with reference to the
advertisement recalled by them of various brands.
12
2822
16 14
26
8
05
101520253035404550
No. of respondents
Van Heusen
Louis Phillipe
Park Avenue
Allen Solly
Zodiac
Arrow
Others
Inference:
It can be inferred from the table and graph that, 12 (24%) respondents recall the ads. of
Van Heusen, 28 (56%) respondents of Louis Philippe, 22 (44%) respondents of Park
Avenue, 16 (32%) respondents of Allen Solly, 14 (28%) respondents of Zodiac, 26 (52%)
respondents of Arrow and 8 (16%) respondents recall the Ads. Of other brands like John
Players, Indigo Nation �etc.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
45
Table No.12
Table indicating the number of respondents with reference to the appeal of
advertisement of various brands.
Appeal No. of Respondents Percentage (%)
Brand Name 21 42 Style 06 12 Durability 08 16 Comfort 12 24 Others 03 06 Total 50 100 Graph No. 12
Graph indicating the number of respondents with reference to the appeal of
advertisement of various brands.
No. of respondents
21
68
12
3Brand Name
Style
Durability
Comfortness
Others
Inference:
It can be inferred from the table and graph that, 21 (42%) respondents feel the ads. are
appealing to Brand Name, 6 (12%) of respondents as Style, 8 (16%) of respondents as
Durability, 12 (24%) of respondents as Comfort, 3 (6%) of respondents as others.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
46
Table No.13
Table indicating the number of respondents with reference to the extent of
ads. played role in purchase of Premium Branded Formal Shirts.
Extent No. of Respondents Percentage (%)
High 22 44 Medium 24 48 Low 04 08 Total 50 100 Graph No. 13 Graph indicating the number of respondents with reference to the extent of
ads. played role in purchase of Premium Branded Formal Shirts.
Inference:
It can be inferred from the table and graph that advertisement had played a high role in
purchase for 22 (44%) respondents, Medium role for 24 (48%) respondents and less role
for 4 (8%) respondents.
No. of respondents
44
48
8
High
Medium
Low
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
47
Table No.14
Table indicating the number of respondents with reference to the Brands
they purchased.
Premium Brands No. of Respondents Percentage (%) Van Heusen 12 24 Louis Philippe 14 28 Park Avenue 06 12 Allen Solly 13 26 Zodiac 08 16 Arrow 16 32 Others 14 28 Graph No. 14 Graph indicating the number of respondents with reference to the Brands
they purchased.
12 14
6
138
16 14
05
101520253035404550
No. of respondents
Van Heusen
Louis Phillipe
Park Avenue
Allen Solly
Zodiac
Arrow
Others
Inference:
It can be inferred from the table and graph that 12 (24%) respondents purchased Van
Heusen.14 (28%) purchased Louis Philippe. 6 (12%) respondents had purchased Park
Avenue. 13 (26%) respondents purchased Allen Solly.8 (16%) respondents purchased
Zodiac. 16 (32%) respondents purchased Arrow. 14 (28%) respondents purchased other
brands.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
48
Table No.15
Table indicating the number of respondents with reference to the factors
influenced them while purchasing of Premium Branded Shirts.
Factors No. of Respondents Percentage (%)
Brand Name 34 68 Price 22 44 Quality 42 84 Style 18 36 Colour 16 32 Others 08 16 Graph No. 15 Graph indicating the number of respondents with reference to the factors
influenced them while purchasing of Premium Branded Shirts.
34
22
42
18 16
8
05
101520253035404550
No. of respondents
Brand Name
Price
Quality
Style
Colour
Others
Inference:
It can be inferred from the table and graph that factors influenced respondents while
purchasing. 34 (68%) respondents influenced by Brand Name. 22 (44%) respondents
influenced by Price. 42 (84%) respondents influenced by Quality. 18 (36%) respondents
are influenced by Style. 6 (12%) respondents are influenced by Colours and 8 (16%)
respondents are influenced by other factors.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
49
Table No.16
Table indicating the number of respondents with reference to what made
them to think the particular shirt belongs to Premium class.
Factors No. of Respondents Percentage (%)
Brand 19 38 Quality 16 32 Durability 07 14 Price 08 16 Total 50 100 Graph No. 16
Graph indicating the number of respondents with reference to what made
them to think the particular shirt belongs to Premium class.
No. of respondents
38
32
14
16Brand
Quality
Durability
Price
Inference:
It can be inferred from the table and graph with reference to respondent�s opinion. 19
(38%) respondents feel that particular shirt belong to premium class due to Brand
Name. 16 (32%) respondents due to Quality. 7(14%) respondents due to Durability. 8
(16%) respondents feel the particular shirt is premium due to Price.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
50
Table No.17
Table indicating the number of respondents with reference to where they
made the purchase of Premium Branded Formal Shirts.
Purchased Place No. of Respondents Percentage (%)
Company�s Outlet 22 44 Reputed Retail Shop 24 48 Others 04 08 Total 50 100 Graph No. 17
Graph indicating the number of respondents with reference to where they
made the purchase of Premium Branded Formal Shirts.
No. of respondents
22
24
4
Company's Outlet
Reputed Retail Shop
Others
Inference:
It can be inferred from the table and graph that, 22 (44%) respondents purchased
through Company�s Outlet. 24 (48%) respondents purchased through Reputed retail
shop and 4 (8%) respondents purchased through others.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
51
Table No.18
Table indicating the number of respondents with reference to use of Premium
Branded Formal Shirts.
Use No. of Respondents Percentage (%)
Daily to Office 18 36 Occasionally for parties 22 44 Others 10 20 Total 50 100 Graph No. 18
Graph indicating the number of respondents with reference to use of
Premium Branded Formal Shirts.
No. of respondents
18
22
10
Daily for Office
Occasionaly for Parties
Other Occasions
Inference:
It can be inferred from the table and graph that, 18 (36%) respondents use Premium
Branded Shirts daily for office use, 22 (44%) respondents use Occasionally for Parties
and 10 (20%) respondents use premium branded shirts in other occasions.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
52
Table No.19
Table indicating the number of respondents with reference to repurchase
timing of Premium Branded Formal Shirts.
Repurchase Timing No. of Respondents Percentage (%)
Monthly Once 00 00 2-3 Months 08 16 3-6 Months 16 32 6-8 Months 20 40 8-12 Months 06 12 > One Year 00 00 Total 50 100
Graph No. 19
Graph indicating the number of respondents with reference to repurchase
timing of Premium Branded Formal Shirts.
No. of respondents
08
1620
60
0 10 20 30 40 50
Monthly Once
3-6 Months
8-12 Months
No of respondents
Monthly Once
2-3 Months
3-6 Months
6-8 Months
8-12 Months
> One Year
Inference:
It can be inferred from the table and graph with reference to repurchase timing. 8 (16%)
respondents purchase in the period of 2-3 months.16 (32%) respondents purchase in the
period of 3-6 months. 20 (40%) respondents purchase in the period of 6-8 months and 6
(12%) respondents purchase in the period of 8 months to one year.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
53
Table No.20
Table indicating the number of respondents with reference to type of shirts
sought by them.
Shirt Type No. of Respondents Percentage (%)
Plain 43 86 Checks 29 58 Lines/Stripes 08 16 Others 00 00 Graph No. 20
Graph indicating the number of respondents with reference to type of shirts
sought by them.
No. of respondents
43
29
8
0 10 20 30 40 50
Plain
Checks
Stripes
Plain
Checks
Stripes
Inference:
It can be inferred from the table and graph that 43 (86%) respondents prefer plain
shirts. 29 (58%) respondents prefer checks. 8 (16%) respondents prefer Stripes.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
54
Table No.21
Table indicating the number of respondents with reference to satisfaction
with their present Premium Branded Formal Shirts.
Satisfaction No. of Respondents Percentage (%)
Yes 43 86 No 07 14 Total 50 100 Graph No. 21
Graph indicating the number of respondents with reference to satisfaction
with their present Premium Branded Formal Shirts
No. of respondents
43
7 Yes
No
Inference:
It can be inferred from the table and graph that 43 (86%) respondents are satisfied with
their present shirts and 7 (14%) respondents are not satisfied with their present
premium branded formal shirts.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
55
Table No. 22
Table indicating the number of respondents with reference rate of
satisfaction with their present Premium Branded Formal Shirts.
Factors High Medium Low Total %
Price 16 22 12 50 100 Quality/Durability 33 14 03 50 100 Styling 23 18 09 50 100 Colors available 17 33 00 50 100 Graph No. 22 Table indicating the number of respondents with reference rate of
satisfaction with their present Premium Branded Formal Shirts.
16
33
2317
22
1418
33
12
39
005
101520253035404550
High Low
No. of respondents
Price
Quality/Durability
Style
Colours
Inference:
It can be inferred from the table and graph that 16 (32%) respondents are highly
satisfied with price, 33 (66%) respondents are highly satisfied with quality/durability,
23 (46%) respondents are highly satisfied with styling and 17 (34%) respondents are
highly satisfied with colours available.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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FINDINGS FROM THE RESEARCH
1. Maximum numbers of respondents are in the age group of 18-25
years and 25-35 years.
2. Majority of the respondents are male.
3. Majority of respondents are Graduates.
4. Most of the respondents are Salaried Professionals, Students, and
Self Employed.
5. Majority of the respondents� annual income is above Rs3, 00,000.
6. Most of the respondents read News Papers like Economic Times,
Times of India, and Deccan Herald.
7. Majority of the respondents read Magazines like India Today,
Business World and Business Today.
8. The brands came to know through TV, News Papers and
Magazines for maximum respondents.
9. The advertisement in TV, Magazines, News Paper and Word of
Mouth impressed respondents in purchase of premium brands.
10. Majority of the respondents consider advertisement appeals to
Brand name and comfort.
11. Advertisement plays an important role in purchase of Premium
branded shirts.
12. Majority of the respondents had purchased premium brands like
Van Heusen, Louis Philippe, Arrow, Allen Solly and Park Avenue.
13. Brand name, Quality, Price and Design are the most important
factors influenced respondents while purchasing.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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14. Brand name, Quality and the Price are the main factors made
respondents to feel the particular shirts belong to premium class.
15. Majority of the respondents purchased the premium branded shirts
at Reputed Retail Malls like Shoppers Stop�etc and Company�s
Outlets like Megamart�etc.
16. Majority of the respondents wear the Premium Branded Shirts
occasionally for parties and in other occasions.
17. Majority of the respondents repurchase the Premium shirts once in
6-8 months.
18. Majority of the respondents prefers plain and Checks shirt.
19. Majority of the respondents prefer 100% fine cotton fabric.
20. Most of the respondents also prefer dual colour shirts.
21. Majority of the respondents are satisfied with their present
Premium Branded Readymade Formal shirts.
22. Majority of the respondents are satisfied with the pricing, Quality
Style and colours of the Premium Branded Readymade Formal
Shirts.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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Recommendations;
The customer tends to give more importance to colour, brand
name and styling of a formal shirt. So a company should focus
on these aspects. The various companies should mainly focus on
cotton shirts because most customers mainly prefer that.
Advertising plays a very important role in the purchase of a shirt as most Customers purchased reputed brands.As most customers were bellow the age group of thirty so the company strategies should focus on that age group. The company should focuss on giving better quality product as most customers were very brand loyal and were generally satisfied with the product. Pricing did play an important role for people whose income was less than one lakh per annum
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
59
CONCLUSION
This project has helped me understand the importance and significance of consumer perception and brand preference for premium branded shirts.as given me exposure to the practical side of retailing and at the same time enhanced my knowledge by applying theory learnt in class to practice.
The project helped me to understand the various parameters which customer looks at while making a purchase of a shirt.. The various influencing factors while purchasing , the different brands which people purchased
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
60
BIBLIOGRAPHY
BOOKS:
Retail Management By Ron Hasty & James Reardon
Marketing Management � Philip Kotler
Research Methodology � Cooper and Schindler
JOURNALS AND MAGAZINES :
4 Ps
Business World
Business Today
WEBSITES:
www.google.com
www.pantaloon.com
www.globusindia.com
www.lifestyle.com
www.shopperstop.com
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
61
ANNEXURES
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
QUESTIONNAIRE
I am a student of M P Birla Institute of Management, pursuing MBA Program. As a part of the MBA curriculum, I have taken
up a research project on CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
In this connection, I need some information. Below is the
questionnaire. Kindly give your responses to the questions in the
questionnaire. I sincerely assure your responses will be kept
strictly confidential and shall only be used for academic purpose.
I shall greatly appreciate your cooperation in completing my
research project.
Mr. Vikrant Jagannath
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
62
1 The age group 18-25 25-35 35-45 45+
2 Sex male female
3 Educational Qualification < PUC under Grad Graduate PG
4 Occupation Self employed Salaried Student Others
5 Annual Income < 50,000 50k-1Lac 1Lac-3Lac 3Lac+
6 News Papers Read TOI Deccan ET Others
7 Magazines Read Bus today Bus World India today Others
8 Modes of Publicity through TV News papers Hordings Friends& Retail outlets different media in Formal shirts & magazines Relatives
9 Brand awareness of Premium Van-Heusein Louis-Phillipe Park avenue Allen-Solly Zodiac Shirts
10 The impact of Advertisements Van-Heusein Louis-Phillipe Park avenue Allen-Solly Zodiac W. r. t.various brands
11 Role of Advertisements High Medium Low
12 The brands which respondants Van-Heusein Louis-Phillipe Park avenue Allen-Solly Zodiac Purchased
13 Influencing Factors while Brand name Price quality Style Colour purchasing
14 What catogorises a shirt in a Brand name Price quality Style Durability premium class
15 Place of Purchase Company Reputed Others outlet Retail store
16 Frequency of use Daily use Occasionally Parties
17 Frequency of Purcgase Monthly 2m - 3m 3m - 8m 8m - 12m >1year
18 Style & Pattern of Shirts Plain Checks Stripes Others
19 Satisfaction with current brand Yes No
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
63
20 Rate of Satisfaction with current brand
High Medium Low Price QTY Style Colour
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
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CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
65
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
66