field project on customer’s perception for levis and wrangler’
DESCRIPTION
FIELD PROJECT ON‘CUSTOMER’S PERCEPTION FOR LEVIS AND WRANGLER’TRANSCRIPT
INSTITUTE OF PROFESSIONAL EDUCATION AND RESEARCH
BHOPAL
FIELD PROJECT ON
‘CUSTOMER’S PERCEPTION FOR LEVIS AND WRANGLER’
Submitted For the Partial Fulfillment of the Requirement For the PGDM course
SUBMITTED BY:
SAMPADA KARPATE
GUIDED BY:
Prof. MAHESH SONI
INSTITUTE OF PROFESSIONAL EDUCATION AND RESEARCH
BHOPAL
CERTIFICATEThis is to certify that SAMPADA KARPATE student of IInd
tri-mester has done customer’s perception on LEVIS and WRANGLER as her field project for partial fulfillment of PGDM degree from “INSTITUTE OF PROFESSIONAL EDUCATION AND RESEARCH, BHOPAL”, academic session.
Prof. MAHESH SONI
Project guide
ACKNOWLEDGEMENT
I gratefully acknowledge with thanks the help extended by Professor Mahesh Soni, professor of marketing, under whose guidance my project report is successfully completed.
I am highly intended and beholden by judicious and careful guidance and encouragement. It was inconceivable that this work could not be completed without his guidance. I sincerely thanks for his guidance and advice. I take the opportunity to express my sincere thanks to the management of my college and complete faculty at large.
Last but not the least, I express my hearty thanks to all my colleagues and all those who directly or indirectly extended their help to me in completion of this project report.
PREFACE
Project work is an integral part of my curriculum as per the given syllabus. It provides an opportunity to reflect the theoretical and practical knowledge gained by a student during my academic career in the institute. It helps one in creating my own ideas and implementing upon those. It deals with an important aspect that the student should be able to design on his/her own and be able to suggest new ideas to manufacture a given component in the light of improved techniques.
Hence owning to its advantages and help in creating an innovative mind one should always try to take this opportunity as a task develop my skill in the particular field.
CONTENTS
CHAPTER IABSTRACT 8
CHAPTER 2OBJECTIVE 10
CHAPTER3CONCEPTUAL OVERVEIW 14
CHAPTER 4METHODOLGY 17
CHAPTER 5DATA ANALYSIS 21-73
CHAPTER 6ADVANTAGES AND DISADVANTAGES 75
CHAPTER 7ANNEXURE AND APPENDIXBIBLIOGRAPHY
CHAPTER 1
ABSTRACT
This project report has been made as a practical requirement of the II trimester of PGDM program. While working on this project I came to know about different aspects of Customer’s Behavior. I have collected all the possible information and attempted to do best.
The just part of this report consists of the general Questioner of the topic. The other part are related to the flow of the project i.e. analysis.
I hope this project report will be successful in fulfilling the purpose of my project.
CHAPTER 2
OBJECTIVE
By this survey it will be clear that what a customer thinks of a particular brand and why they go for that particular one, Weather they go with the quality or the availability of that particular brand and which class of people mostly purchase these brands. We will be able to know which age group people are most attracted to these brands and which range of these brands are purchased the most. This will give us an idea what parameters today’s generation rely on before choosing and using apparels.
CHAPTER 3
CONCEPTUAL OVERVIEW
Market research is often needed to ensure what customers really want and not what firms thinks they want. There are two main approaches to marketing. One is primary research and second is secondary research Secondary research involves using information that others have already put together. Primary research, in contrast, is research that you design and conduct yourself. In primary research there are several tools that are available to the market researcher—e.g., mail questionnaires, phone surveys, observation, and focus groups. Surveys are useful for getting a great deal of specific information. Surveys can contain open-ended questions for eg. What quality aspect you look for while buying the apparel…….. or closed-ended, where the respondent is asked to select answers from a brief list (e.g., “__Male ___ Female.” Open ended questions have the advantage that the respondent is not limited to the options listed, and that the respondent is not being influenced by seeing a list of responses. However, open-ended questions are often skipped by respondents, and coding them can be quite a challenge. In general, for surveys to yield meaningful responses, sample sizes of over 100 are usually required because precision is essential.
Surveys come in several different forms. Mail surveys are relatively inexpensive, but response rates are typically quite low—typically from 5-20%. Phone-surveys get somewhat higher response rates, but not many questions can be asked because many answer options have to be repeated and few people are willing to stay on the phone for more than five minutes. Mall intercepts are a convenient way to reach consumers, but respondents may be reluctant to discuss anything sensitive face-to-face with an interviewer.
Surveys, as any kind of research, are vulnerable to bias. The wording of a question can influence the outcome a great deal. For face-to-face interviews, interviewer bias is a danger, too. Interviewer bias occurs when the interviewer influences the way the respondent answers. The respondent may catch
on and say something more positive than his or her real opinion. Finally, a response bias may occur—if only part of the sample responds to a survey, the respondents answers may not be representative of the population.
Prediction of individual preference in a difficult and elusive task .It is an important task, however, since it represents the fundamental step in understanding consumers choice. Asking weather or not preference can be predicted on the basis of knowledge of consumer and his characteristics is prelude to identifying the cause of preference and the means by which it can be influenced.
CHAPTER 4
METHODOLOGY
In this field project primary data has been used. Primary data sources are where we ourself have collected the data and it is not someone else's. For example a questionnaire created by us and handed out to the specific people, is a primary source. Then this data is used to prove a certain hypothesis and explain a situation. A primary source of data is data that is collected specifically for the task at hand, often via a market research study. For example, if we want to know what features of the product are most valued to buyers, we would design a market research study (i.e. questionnaire) to find that out.
When primary data source method is used the first thing that should be done is take a sample size. In this project the sample size is 5o and the main focus was on youth.
CHAPTER 5
DATA ANALYSIS
GENDER VERSUS APPAREL REQUIREMENT
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
in 3 months In 6 months in a year Special Occasion
M
F
This tells that there is a balance between male and females when it comes to buying apparels throughout the year other than special occasions where the major chunk of apparel market generate revenues from women.
AGE VERSUS APPAREL REQUIREMENT
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
in 3 months In 6 months in a year Special Occasion
21-25
15-20
Not a lot of difference is there in buying frequency of age group 15-20 and age group 20-25.
QUALIFICATION VERSUS APPAREL REQUIREMENT
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
in 3 months In 6 months in a year Special Occasion
undergraduate
postgraduate
graduate
This graph shows that the qualification doesn’t have a big influence on people’s frequency of buying apparels.
OCCUPATION VERSUS APPAREL REQUIRMENT
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
in 3 months In 6 months in a year Special Occasion
student
self occupation
Private Service
business
Students have more tendency of buying apparels compared to any other occupation and there exists a balance between businessman and private service people but the self occupation people tend to buy less than everyone else.
AVERAGE INCOME VERSUS APPAREL REQUIREMENT
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
in 3 months In 6 months in a year Special Occasion
4-10lacs
2-4lacs
10-above
The people who have an average yearly income between 4 to 10 lacs are form the majority of customers for these type of apparels.
GENDER VERSUS SHOPPING LOCATION
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
114 Exclusive showroom
Factory second outlets
Special stores Particular area of shop
M
F
(114 IS SHOPING MALL /SUPER MARKET)
Women don’t consider a particular area of shop while shopping whereas man have a particular area of interest…
AGE VERSUS SHOPPING LOCATION
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
114 Exclusive showroom
Factory second outlets
Special stores Particular area of shop
21-25
15-20
QUALIFICATION VERSUS SHOPPING LOCATION
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
114 Exclusive showroom
Factory second outlets
Special stores Particular area of shop
undergraduate
postgraduate
graduate
OCCUPATION VERSUS SHOPPING LOCATION
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
114 Exclusive showroom
Factory second outlets
Special stores Particular area of shop
student
self occupation
Private Service
business
Private service people and students are more conscious of buying apparels from exclusive stores…
AVERAGE INCOME SHOPING LOCATION
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
114 Exclusive showroom
Factory second outlets
Special stores Particular area of shop
4-10lacs
2-4lacs
10-above
The people who have an average yearly income between 4 to 10 lacs form the majority who like to purchase apperals from exclusive showroom.
GENDER VERSUS DESIGN
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Check Plain Self-designed Stripes
M
F
AGE VERSUS DESIGN
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Check Plain Self-designed Stripes
21-25
15-20
This graphs tells which particular age group prefer which type of aaparels.The people between age 21-25 prefer wearing plain apparels and people lying between 15-20 like to wear self designed apparels. Check apparels are preferred very less weather we talk about age group 15-20 or 21-25.
QUALIFICATION VERSUS DESIGN
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Check Plain Self-designed Stripes
undergraduate
postgraduate
graduate
Post graduate people don’t prefer to wear check. when we compared age with design, self designed apparels were liked the most by people lying between 15-20 and most of the undergraduate are between age 15-20.In the same ways plain apparels are liked by post graduate and post graduates lie between age group 21-25.So by this it is clear that self designed and plain apparels are liked the most and by a particular age grou
OCCUPATION VERSUS DESIGN
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Check Plain Self-designed Stripes
student
self occupation
Private Service
business
Self occupation and people having their own business like wearing checks
AVERAGE INCOME VERSUS DESIGN
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Check Plain Self-designed Stripes
4-10lacs
2-4lacs
10-above
Self designed cloths are only preferd by people wos average income is 10 lacs or above .
GENDER VERSUS AWARENESS OF BRAND(LEVIS AND WRANGLER)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes
M
F
Females are more brand conscious than men.
AGE VERSUS AWARENESS OF BRAND (LEVIS AND WRANGLER)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes
21-25
15-20
People of the age group 21-25 are more aware of brands like levis and wrangler…
QUALIFICATION VERSUS AWARENESS OF BRANDS (LEVIS AND WRANGLER)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes
undergraduate
postgraduate
graduate
This shows that in case of qualification the awareness of brands between the under graduates is more as compared to post graduates and the graduates.
OCCUPATION VERSUS AWARENESS OF BRANDS(LEVIS AND WRANGLER)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes
student
self occupation
Private Service
business
This figure shows that in case of occupation, awareness of brand between the students is more as compared to the other three. Private section captures the second position for the same
AVERAGE INCOME VERSUS AWARENESS OF BRANDS (LEVIS AND WRANGLER)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes
4-10lacs
2-4lacs
10-above
It can be predicted from the given figure that the awareness of brand between the population having an average income of Rs. 4-10 lacs is more as compared to the population having an average income of Rs. 2-4 lacs and income above Rs. 10 lacs. The brands compared above are more preferred for the people having an income between Rs. 4-10 lacs as it is easily affordable by them as compared to the ones having an income between Rs. 2-4 lacs.
GENDER VERSUS AWARENESS OF PRODUCT RANGE OF BRANDS(LEVIS AND WRANGLER)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes
M
F
The graph above shows that the females are more aware of the brands when compared to the males due to more liking for shopping between the females as compared to males.
AGE VERSUS AWARENESS OF PRODUT RANGE OF BRANDS(LEVIS AND WRANGLER)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes
21-25
15-20
QUALIFICATION VERSUS AWARENESS OF PRODUCT RANGE OF BRANDS (LEVIS AND WRANGLER)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes
undergraduate
postgraduate
graduate
Almost equal percentage of undergraduate, graduates and post graduates are aware of Levis andWrangler.
OCCUPATION VERSUS AWARENESS OF PRODUCT OF BRAND (LEVIS AND WRANGLER)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
both Top
undergraduate
postgraduate
graduate
AVERAGE INCOME VERSUS AWARENESS OF PRODUCT OF BRAND (LEVIS AND WRANGLER)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
both Top
4-10lacs
2-4lacs
10-above
GENDER VERSUS PURCHASING FROM EXCLUSIVE SHOWROOM
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
both Top
M
F
65% of females purchaase both from exclusive showroom and 65% of male purchase only top wear apparels .
AGE VERSUS PURCHASING FROM EXCLUSIVE SHOWROOM
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
both Top
21-25
15-20
Not a lot of difference between different age group for the purchase of apparels because all the people are aware of these brands so they purchase both.
QUALIFICATION VERSUS PURCHASE FROM EXCLUSIVE SHOWROOM
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
both Top
undergraduate
postgraduate
graduate
Most of the post graduates purchase both from exclusive showroom.
OCCUPATION VERSUS PURCHASING FROM EXCLUSIVE SHOWROOM
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
both Top
student
self occupation
Private Service
business
AVERAGE INCOME VERSUS PURCHASING FROM EXCLUSIVE SHOWROOM
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
both Top
4-10lacs
2-4lacs
10-above
GENDER VERSUS REPETEADLY PURCHASE OF LEVIS AND WRANGLER FROM EXCLUSIVE SHOWROOM
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
no Yes
M
F
AGE VERSUS REPEATEDLY PURCHASE OF LEVIS AND WRANGLER FROM EXCLUSIVE SHOWROOM
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
no Yes
21-25
15-20
QUALIFIED PERSON REPEATEDLY PURCHASING LEVIS AN WRANGLER FROM EXCLUSIVE SHOWROOM
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
no Yes
undergraduate
postgraduate
graduate
PERSONS HAVING DIFFERENT OCCUPATION REPETEDLY PURCHASING FROM LEVIS AND WRANGLER FROM EXCLUSIVE SHOWROOM
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
no Yes
student
self occupation
Private Service
business
PERSONS OR FAMILIES HAVING DIFFERENT AVERAGE INCOME REPEDTEDLY PURCHASING LEVIS AND WRANGLER FROM EXCLUSIVE SHOWROOM
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
no Yes
4-10lacs
2-4lacs
10-above
The persons or families earning different average income covers the maximum portion when we talk about repeated purchase from levis and wrangler.
FACTORS INFLUENICING DIFFERENT GENDER FOR BUYING THESE BRANDS
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Brand Name Color, Design Good, Service to customers
M
F
65% females thinks of the services that are provided by the company .
FACTORS INFLUENCING DIFFERENT AGE GROUP FOR BUYING THESE BRANDS
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Brand Name Color, Design Good, Service to customers
21-25
15-20
FACTORS INFLUENCING QUALIFIED PERSONS FOR BUYING THESE BRANDS
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Brand Name Color, Design Good, Service to customers
undergraduate
postgraduate
graduate
FACTORS INFLUENCING PERSONS FROM DIFFERENT OCCUPATION FOR BUYING THESE BRANDS
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Brand Name Color, Design Good, Service to customers
student
self occupation
Private Service
business
FACTORS INFLUENCING FAMILIES EARNING DIFFERENT AVERAGE INCOME FOR BUYING THESE BRANDS
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Brand Name Color, Design Good, Service to customers
4-10lacs
2-4lacs
10-above
The families earning average income of 2-4 lacs think of the services provided to the customer and the people earning 10 and above do don’t care of services given to the customer.
QUALITY ASPECT THAT GENDER KEEP IN MIND WHILE BUYING THE PROJECT
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Color Fastness Comfort ness Durability Style/ Fashion/ Aesthetic Appeal
Wrinkle free
M
F
While purchasing the apparels Females are much more concious about who comfortable the apparel is and males thinks of purchsing wrinkle free apparels.
QUALITY ASPECT THAT DIFFERENT AGEGROUP KEEP IN MIND WHILE BUYING THE PRODUCT
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Color Fastness Comfort ness Durability Style/ Fashion/ Aesthetic Appeal
Wrinkle free
21-25
15-20
QAULITY ASPECT THAT QUALIFED PEOPLE KEEP IN MIND BUYING THE PRODUCT
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Color Fastness Comfort ness Durability Style/ Fashion/ Aesthetic Appeal
Wrinkle free
undergraduate
postgraduate
graduate
Under graduates do not think that the quality aspect” color fastness” must not not be consider while while purchasing the apparel. In the same way gradates do not think of style b/fashion while purchasing the apparel.
QUALITY ASPECT THAT PEOPLE FROM DIFFERENT OCCUPATION KEEP IN MIND WHILE BUYING THE PRODUCT
Self occupation and people having there own business do not consider style/fashion/aesthetic appeal important while purchasing the apparels.
QUALITY ASPECT THAT FAMILIES EARNING DIFFERENT AVERAGE INCOME KEEP IN MIND WHILE BUYING THE PRODUCT
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Color Fastness Comfort ness Durability Style/ Fashion/ Aesthetic
Appeal
Wrinkle free
4-10lacs
2-4lacs
10-above
4-6 lacs income group people seem to have a lot of parameters while buying apparels while 2-4 lacs group just want to wear something which looks contemporary whereas people earning more than 10 lacs doesn’t.
PERCEPTION OF GENDERS FOR PRODUCT OF LEVIS AND WRANGLER FACTORY SECOND OUTLET AND EXCLUSIVE SHOWROOM
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Exclusive showroom sells those products
that sweep the present fashion trends
Inconvenient to locate the second sale outlets
Lower price sells in factory second outlet
but choices are limited
New arrival products are mainly available in
the exclusive showroom
M
F
As females are more aware of current fashion that is going on, so they think that exclusive showrooms are full of new arrivals.
PERCEPTION OF AGEGROUP FOR PRODUCT OF LEVIS AND WRANGLER FACTORY SECOND OUTLET AND EXCLUSIVE SHOWROOMS
69% of people under age group 15-20 thinks that there is a lot of difference between the exclusive showroom and factory second outlet .They think that it is very inconvenient to locate second sale outlets.The people lying under age group 21-25 thinks that in the factory outlet apparels are available at lower price but the choices are very limited.
PERCEPTION OF DIFFERENT QUALIFIED PEOPLE FOR PRODUCT OF LEVIS AND WRANGLER FACTORY SECOND OUTLET AND EXCLUSIVE SHOWROOM
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Exclusive showroom sells those products
that sweep the present fashion
trends
Inconvenient to locate the second
sale outlets
Lower price sells in factory second outlet
but choices are limited
New arrival products are mainly available
in the exclusive showroom
undergraduate
postgraduate
graduate
Under-graduates seem to have more knowledge and agree on the present scenario of apparel market.
PERCEPTION OF PEOPLE HAVING DIFFERENT OCCUPATION FOR PRODUCT OF LEVIS AND WRANGLER FACTORY SECOND OUTLET AND EXCLUSIVE SHOWROOM
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Exclusive showroom sells those products
that sweep the present fashion
trends
Inconvenient to locate the second
sale outlets
Lower price sells in factory second
outlet but choices are limited
New arrival products are mainly
available in the exclusive showroom
student
self occupation
Private Service
business
Students seem to have more knowledge and agree on the present scenario of apparel market.
PERCEPTION OF PEOPLE EARNING DIFFERENT AVERAGE INCOME FOR PRODUCT OF LEVIS AND WRANGLER FACTORY SECOND OUTLET AND EXCLUSIVE SHOWROOM
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Exclusive showroom sells those products
that sweep the present fashion
trends
Inconvenient to locate the second
sale outlets
Lower price sells in factory second
outlet but choices are limited
New arrival products are mainly available
in the exclusive showroom
4-10lacs
2-4lacs
10-above
4-6 lac income group people seem to have more knowledge and agree on the present scenario of apparel market.
IMPORTANCE OF APPAREL TO GENDER ON BASIS OF SOME QUESTION (QUESTION 6)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
7 4 5 6 4 5 6 4 5 6 5 6
1 2 3 4 5
Count of Ques 6(2) - M
Count of Ques 6(2) - F
Count of Ques 6(1) - M
Count of Ques 6(1) - F
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5 2 3 4 5 2 3 4 5 6 1 2 3 4 1 2 3
3 4 5 6 7
M - Count of Ques 6(4)
M - Count of Ques 6(3)
F - Count of Ques 6(4)
F - Count of Ques 6(3)
IMPORTANCE OF APPARELS TO DIFFERENT AGE GROUP ON BASIS OF SOME QUESTION (QUESTION 6)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
7 4 5 6 4 5 6 4 5 6 5 6
1 2 3 4 5
Count of Ques 6(2) - 21-25
Count of Ques 6(2) - 15-20
Count of Ques 6(1) - 21-25
Count of Ques 6(1) - 15-20
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5 2 3 4 5 2 3 4 5 6 1 2 3 4 1 2 3
3 4 5 6 7
21-25 - Count of Ques 6(4)
21-25 - Count of Ques 6(3)
15-20 - Count of Ques 6(4)
15-20 - Count of Ques 6(3)
As the importance is judged on the scale of 7 ,100%male have given their neutral(4) view on who important the apparel is and 70% females have marked 2 on the scale .When it comes on age group 65% of people of age group 15-20 have given importance to their apparel(marked 1 on scale of 7) and 65% have given least importance to their apparels(marked 5 on scale of 7).The people of age group 21-25 have given 55% importance to their apparels(marked 3).For graduates apparel is not at all important. For students and people having their own business apparels plays very important role in their day to day lives. The Average Importance of apparels for all the five demographics group is =2.75
IMPORTANCE OF APPAREL TO QUALIFIED STUDENT ON BASIS OF SOME QUESTION (QUESTION 6)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
7 4 5 6 4 5 6 4 5 6 5 6
1 2 3 4 5
undergraduate - Count of Ques 6(2)
undergraduate - Count of Ques 6(1)
postgraduate - Count of Ques 6(2)
postgraduate - Count of Ques 6(1)
graduate - Count of Ques 6(2)
graduate - Count of Ques 6(1)
IMPORTANCE OF APPAREL TO PEOPLE HAVING DIFFEN DIFFERENT OCCUPATION ON BASIS OF SOME QUESTION (QUESTION 6)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
7 4 5 6 4 5 6 4 5 6 5 6
1 2 3 4 5
Count of Ques 6(2) - student
Count of Ques 6(2) - self occupation
Count of Ques 6(2) - Private Service
Count of Ques 6(2) - business
Count of Ques 6(1) - student
Count of Ques 6(1) - self occupation
Count of Ques 6(1) - Private Service
Count of Ques 6(1) - business
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5 2 3 4 5 2 3 4 5 6 1 2 3 4 1 2 3
3 4 5 6 7
student - Count of Ques 6(4)
student - Count of Ques 6(3)
self occupation - Count of Ques 6(4)
self occupation - Count of Ques 6(3)
Private Service - Count of Ques 6(4)
Private Service - Count of Ques 6(3)
business - Count of Ques 6(4)
business - Count of Ques 6(3)
IMPORTANCE OF AAPEREL TO PEOPLE EARNING DIFFERENT AVERAGE INCOME ON BASIS OF SOME QUESTION (QUESTION 6)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
7 4 5 6 4 5 6 4 5 6 5 6
1 2 3 4 5
4-10lacs - Count of Ques 6(2)
4-10lacs - Count of Ques 6(1)
2-4lacs - Count of Ques 6(2)
2-4lacs - Count of Ques 6(1)
10-above - Count of Ques 6(2)
10-above - Count of Ques 6(1)
65% of males are very much inclined towards the apparels (marked 7 on scale of 7).75% of people between age group 15-20 have much more concern for their apparels than 21-25.The people working in private firm are not at all concern for the apparels they are wearing.The person or the family earning their average income between 2-4 are not at all concern what they are wearing.
WILLINESS OF PEOPLE TO BUY THESE APPAREL ITEM(LEVIS AND WRANGLER) IN OFF THE RACK SIZES AND DESIGN FOR THEM SELVES
GENDER
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
3 4 5 6 7 6 3 5 6 4 6 1 3 5 6 3 5 4 5 6 2 4 5 6 5 5 5 4 5 6 1 2 2 6 3
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 4
1 2 3 5
M - Count of Sweater
M - Count of Casual Shirt
M - Count of Pants/Slacks
F - Count of Sweater
F - Count of Casual Shirt
F - Count of Pants/Slacks
AGE GROUP
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
3 4 5 6 7 6 3 5 6 4 6 1 3 5 6 3 5 4 5 6 2 4 5 6 5 5 5 4 5 6 1 2 2 6 3
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 4
1 2 3 5
Count of Sweater - 21-25
Count of Sweater - 15-20
Count of Casual Shirt - 21-25
Count of Casual Shirt - 15-20
Count of Pants/Slacks - 21-25
Count of Pants/Slacks - 15-20
QUALIFICATION
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
3 4 5 6 7 6 3 5 6 4 6 1 3 5 6 3 5 4 5 6 2 4 5 6 5 5 5 4 5 6 1 2 2 6 3
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 4
1 2 3 5
Count of Sweater - undergraduate
Count of Sweater - postgraduate
Count of Sweater - graduate
Count of Casual Shirt -undergraduate
Count of Casual Shirt - postgraduate
Count of Casual Shirt - graduate
Count of Pants/Slacks -undergraduate
Count of Pants/Slacks -postgraduate
OCCUPATION
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
3 4 5 6 7 6 3 5 6 4 6 1 3 5 6 3 5 4 5 6 2 4 5 6 5 5 5 4 5 6 1 2 2 6 3
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 4
1 2 3 5
Count of Sweater - student
Count of Sweater - self occupation
Count of Sweater - Private Service
Count of Sweater - business
Count of Casual Shirt - student
Count of Casual Shirt - self occupation
Count of Casual Shirt - Private Service
Count of Casual Shirt - business
AVERAGE INCOME
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
3 4 5 6 7 6 3 5 6 4 6 1 3 5 6 3 5 4 5 6 2 4 5 6 5 5 5 4 5 6 1 2 2 6 3
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 4
1 2 3 5
Count of Sweater - 4-10lacs
Count of Sweater - 2-4lacs
Count of Sweater - 10-above
Count of Casual Shirt - 4-10lacs
Count of Casual Shirt - 2-4lacs
Count of Casual Shirt - 10-above
Count of Pants/Slacks - 4-10lacs
Count of Pants/Slacks - 2-4lacs
IMPORTANT FACTORS THAT HELP TO TAKE DECISION TO BUY OR NOT TO BUY OFF-THE- RACK APPARELS
GENDER
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
7 7 5 7 5 7 6 7 6 7 5 6 6 7 6 7 7 6 7 5 6 7 5 6 7 7 7 7 7
2 2 3 5 6 2 4 5 6 7 2 4 5 6 7 5 6 7
3 4 5 6 7
M - Count of Product quality
M - Count of Overall cost of apparel
M - Count of Available variety of styles colors
F - Count of Product quality
F - Count of Overall cost of apparel
F - Count of Available variety of styles colors
AGE GROUP
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
7 7 5 7 5 7 6 7 6 7 5 6 6 7 6 7 7 6 7 5 6 7 5 6 7 7 7 7 7
2 2 3 5 6 2 4 5 6 7 2 4 5 6 7 5 6 7
3 4 5 6 7
Count of Product quality - 21-25
Count of Product quality - 15-20
Count of Overall cost of apparel - 21-25
Count of Overall cost of apparel - 15-20
Count of Available variety of styles colors - 21-25
Count of Available variety of styles colors - 15-20
QUALIFICATION
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
7 7 5 7 5 7 6 7 6 7 5 6 6 7 6 7 7 6 7 5 6 7 5 6 7 7 7 7 7
2 2 3 5 6 2 4 5 6 7 2 4 5 6 7 5 6 7
3 4 5 6 7
Count of Product quality - undergraduate
Count of Product quality - postgraduate
Count of Product quality - graduate
Count of Overall cost of apparel - undergraduate
Count of Overall cost of apparel - postgraduate
Count of Overall cost of apparel - graduate
Count of Available variety of styles colors -undergraduate
Count of Available variety of styles colors -postgraduate
OCCUPATION
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
7 7 5 7 5 7 6 7 6 7 5 6 6 7 6 7 7 6 7 5 6 7 5 6 7 7 7 7 7
2 2 3 5 6 2 4 5 6 7 2 4 5 6 7 5 6 7
3 4 5 6 7
Count of Product quality - student
Count of Product quality - self occupation
Count of Product quality - Private Service
Count of Product quality - business
Count of Overall cost of apparel - student
Count of Overall cost of apparel - self occupation
Count of Overall cost of apparel - Private Service
Count of Overall cost of apparel - business
The product quality ,cost of apparels and available variety of style colors matters a lot for students .As this project is mainly focused on perception of customer and that too youth so these factors are very important. The people working in private firm take quality and overall cost of the product into consideration.
AVERAGE INCOME
0%10%20%30%40%50%60%70%80%90%
100%
6 7 7 7 6 7 7 6 7 7 7 6 6 7 6 5 7 6 5 6 7 7 7 6 7 6 7 6 7 7 7 5 7 6 7 6 5 7 7 7 5
5 6 6 2 5 6 5 2 2 5 2 5 6 5 3 6 4 5 6 7 2 4 5 6 5 6 5 5 6 2 5 7 7 6
6 4 5 6 3 4 5 6 4 5 6 7 4 5 6 7 6
2 3 4 5 6 7
Count of Product quality - 4-10lacs
Count of Product quality - 2-4lacs
Count of Product quality - 10-above
Count of Overall cost of apparel - 4-10lacs
Count of Overall cost of apparel - 2-4lacs
Count of Overall cost of apparel - 10-above
Count of Available variety of styles colors - 4-10lacs
Count of Available variety of styles colors - 2-4lacs
Overall Conclusion:
People who earn between 4-6 lacs and are in the age group of 21-25 are probably the people who have the maximum recognition as well as high involvement for choosing these brands. So they are the key accounts for these brands. As far as the students and low income groups are concerned I got an impression that they have a liking for the brand but due to limited money they are not able to explore these brands fully. Now the people who are earning more than 10 lacs per annum are not concerned about these brands much. There can be two main reasons either theydon’t have that much time or they are fascinated by much higher brands than Levis and wrangler such as Versache, Tommy Hilfiger etc.
CHAPTER 6
ADVANTAGES AND DISADVANTAGES
ADVANTAGES OF PRIMARY RESEARCH:
MAIL: Low cost, ability to show text and graphics,o TELEPHONE: Moderate cost; ability to screen select t respondents
meeting desired criteria o MALL INTERCEPT: Able to reach more potential respondents; able
to pre-screen respondents for desired criteria.
Consumer is in natural environment.
Flexible method to gauge consumer response to entirely products and questions; issues of interest to respondents can be identified without specific prior Knowledge of specific questions to ask.
Able to explore consumers feeling in depth.
Useful in assessing topics about which respondents are not comfortable talking
Able to pinpoint responses to stimuli over time (and thus identify good and bad parts of brand); able to gauge feelings of which respondents may not be aware.
Able to identify which variables (e.g., sales, shelf placement, coupons) affect behaviors such as purchase, brand switching.
DISADVANTAFES OF PRIMARY RESEARCH:
MAIL: Slow; low response rate
TELEPHONE: Cannot show stimuli; can only ask a limited number of questions; question answer options have to be repeatedMALL INTERCEPT: More expensive than most other survey research (but less costly than focus groups and experiments).
Expensive; unable to generalize from small sample size; respondents are vulnerable to social influence so that answers are not independent.
Lack of respondent willingness to follow instructions; concerns about privacy; possible response bias toward those more technically savvy.
Access to data may be expensive; does not get at opinions, attitudes, and feelings underlying behavior.
CHAPTER 7
ANNEXURE AND APPENDIX
BIBLIOGRAPHY
BIBLIOGRAPHY
WWW.QUALTRICS.COM
WWW.ANSWER.COM