FINAL RESEARCH PROJECT

ON

“A study on Brand Preference & Acceptability of Branded

Ready-made Formal Men’s wear”

Submitted to In partial fulfillment of the requirement for the degree

Of MASTERS OF BUSINESS ADMINISTRATION

(2008-2010)

Supervised by: Submitted by:Prof. DINESH KUMAR MBA 4th

Roll no. 520780810

ICAII CHANDIGARH

(SIKKIM MANIPAL UNIVERSITY)

DECLARATION

I, DINESH KUMAR here-by declare that the project report “A study on

Brand Preference & Acceptability of Branded Ready-made

Formal Men’s wear ” for the partial Fulfillment of the degree of

Business Administration from Sikkim Manipal University is an original

work of mine and the data provided in the study is Authentic, to the best

of my knowledge.

This study has not been submitted to any other institution or University

for award of any other degree.

DINESH KUMARRoll No. 520780810

CERTIFICATE

This is to certify that Mr. DINESH KUMAR has done the Major

Research Project “A study on Brand Preference & Acceptability

of Branded Ready-made Formal Men’s wear “under my

supervision for the degree of Master of Business Administration. The

work done by him is a sole effort and has not been submitted as or its part

for any degree.

Prof.

Department of Business Administration

ACKNOWLEDGMENT

Acknowledgment is not a mere formality or ritual but a genuine

opportunity to express the indebtness of all those without who’s active

support and

encouragement this project wouldn’t have possible.

I would like to express my humble thanks to Mr. for

his active support affectionate guidance and constant encouragement his

expert guidance help me a lot to tackle with all the problems.

I offer my heartfelt appreciation to Mr. for their

ever willing co-operation, moral support, rendering ungrudging assistance

where ever need arose and best wish for successfully taking this study I

wish them very best in their life.

I am also thankful to my parents, friends and well wishers whose

blessing and love had made it possible for me to successfully complete the

project.

DINESH KUMAR

CONTENTS

Introduction

Review of literature

Objectives

Research methodology

Data collection& analysis

Limitations

Findings

Suggestions

conclusion

Bibliography

Questionnaire

Introduction

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

of business. With the help of the industries like IT, AUTOMOBLIES,

BIO-TECH INDUSTRIES, STEEL INDUSTRIES, apart of all industries

some of the industries like textile and garments are grow from bottom to

sky which puts it hand in more than 30% exports of India and increases

the GDP of the country.

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

Acceptability of Branded Ready-made Formal Men’s wear” it was

conducted to study about the preferences and the acceptability and their

influencing factors for their purchase.

In this study a survey method was adopted. Fieldwork was carried

out to collect the necessary data. Questionnaires were used for collection

of data. The information thus gathered constituted primary data and

secondary data.

By doing this research we can know various major players in

industry like Madhura Garments, Raymond’s India Ltd etc. knowing

about their products and their brands.

The well known brands like in India are Koutons, John player,

Addidas, Hues, Park Avenue, Indigo Nation, Wrangler, and Nike

Theoretical background

Brand is a source of relationships with customers, promises to

costumers and customer loyalty. Great brands present emotional benefits

and not just rational/functional. Branding is a process of creating an

association between symbol/object/emotion perception and a

product/company with a goal of diving loyalty and creating

differentiation. Branding is raising new questions for the brand mangers

like what benefits and expectations customers look across a brand, how

consistent in the brand image, etc.

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

branded product requires a great deal of long-term investment, especially

for advertising, promotion and packaging. Many brand-oriented

companies subcontract manufacturing to other companies. On other hand

manufacturers eventually learn market power lies with building their own

brands.

What is brand?

Perhaps the most distinctive skill of professional marketers is their ability

to create, maintain, protect, and enhance brands. Marketers say, “Branding

is the art and cornerstone if marketing.” The American Marketing

Association defines a brand as follows:

A Brand is a name, term, sign, symbol, or design, or a combination of

them, intended to identify the goods or services of one seller or group of

sellers and the differentiate them from those of competitors.

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

trademark, logo, or other symbol. Under trademark law, the seller is

granted exclusive rights to the use of the brand name in perpetuity. Brands

differ from other assets such as patents and copyrights, which have

expiration dates.

A brand is essentially a seller’s promise to deliver a specific set of

features, benefits, and services consistently to the buyers. The best brands

convey a warranty of quality. But a brand is an even more complex

symbol. It can convey up to six levels of meaning:

Attributes : a brand brings to mind certain attributes. Mercedes

suggest expensive, well-built, well-engineered, durable, high-

prestige automobiles

Benefits : attributes must be translated into functional and emotional

benefits. The attribute “durable” could translate into the functional

benefit “I won’t have to buy another car for several years.” The

attribute “expensive” translates into the emotional benefit “the car

makes me feel important and admired”

Values : the brand also says something about the producer’s values.

Mercedes stand for high performance, safety, and prestige.

Culture : the brand may represent a certain culture. The Mercedes

represents German culture: organized, efficient, high quality.

Personality : the brand can project a certain personality. Mercedes

may suggest a no-nonsense boss (person), a reigning lion (animal),

or an austere palace (object)

User : the brand suggests the kind if consumer who buys of users

the product. We would expect to see a 55-year-old top executive

behind the wheel of Mercedes, not a 20-year- old secretary.

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

challenge is to develop a deep set of positive associations of the brand.

Marketers must decide at which level(s) to anchor the brand’s identify.

One mistake would be to promote only attributes. First, the buyer is not as

interested in attributes as in benefits. Second, competitors can easily copy

attributes. Third, the current attributes may become less desirable later.

Promoting the brand only on one benefit can also be risky. Suppose

Mercedes touts its main benefit as “high performance”. Then several

competitive brands emerge with high performance as compared to other

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

positioning.

Brand Equity:

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

place. At one extreme are brands that are not known by most buyers. Then

there are brands for which buyers have a fairly high degree of brand

awareness. Beyond this are brands with a high degree of brand

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

loyalty. Tony O’ Reilly, former CEO of H.J. Heinz, proposed this test of

brand loyalty: “My acid test…. Is whether a housewife, intending to buy

Heinz tomato ketchup in a store, finding it to be out of stock, will walk

out o f the store to buy it elsewhere.

Few customers are as brand-loyal as O’Reilly hopes Heinz’s customers

will be. Aaker distinguished five levels of customer’s attitude toward his

or her brand, from lowest to highest:

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

brand loyalty.

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

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

4. Customer is devoted to the brand

Brand equity is highly related to how many Customers are in classes3, 4 or 5

Brand Strategy

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

nurturing brands. Brand strategy includes decisions relating to line

extension, brand extension, multi branding, developing new brands and

brand rationalization.

Product categoryExisting New

Brand

name

Existing

Line extensio

n

Brand extensio

n

NewMulti

brandsNew

brands

Brand Extension: Extending a brand to another product, either in the

same or a different product category. As the cost of establishing a new

brand is high, brand extension is a useful tool for the cost effective launch

of a new product. Familiarity with an existing brand also helps both

customers and marketers. Customers extend the qualities associated with

the existing brand to the new brand. Market acceptance of the new

product becomes faster. Maggi has been extended from noodles to product

lines in related categories like Maggi ketchup, Maggi soup, etc.

Line Extension: Line extension is extending the existing brand names to

new forms, sizes and flavors of an existing product category. For

example, Colgate has extended its brand name in the toothpaste category

from Colgate to Colgate gel, Colgate herbal, Colgate sensitive, Colgate

cibaca top, Colgate calciguard and Colgate total.

Multi Brands: It involves introduction of additional brands in the same

product category. For example, Hindustan Lever Limited uses multi

branding strategy to market its products. In shampoos, the products

offered include Clinic Plus, Clinic All Clear, Lux, Ayush, and Sunsilk and

so on.

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

entering a new product category. For example, Coca Cola entered the

mineral water bottle segment with a new band name Kinely and the coffee

segment with Georgia.

BRAND AWARENESS

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

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

which clutter the commercial break. Well-established brands attempt to

sustain brand recall while new ones try appealing to prospective

consumers to get into their `consideration’ set. There are ads for children,

housewives and youth. With advertising expenditure in the order of Rs.

8000 Crores per annum in the recent times and the proliferation of brands

across categories, there is a strong need to consider the effectiveness of

these advertisements. The idea is not to cease advertising but to consider

how considering decisions would have to be considered with non-

advertising alternatives. These non-advertising alternatives may also

enable a brand to create and sustain consistent associations, which may be

desirable in terms of long-term implications. A contemporary approach

that creates a synergy between various aspects of a promotional mix

(advertising included) provides a refreshing approach towards marketing

communications. There may be several objectives of advertising and a

promotional mix could be used in an innovative manner to address each of

these objectives depending on the product category and target segment.

Creating brand awareness

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

market” offering, it needs to create brand awareness. This would depend

on whether the product is a consumable or a durable. The involvement

level in a specific category also matters on how a brand would want to

create awareness. Itch Guard, a new branded offering for minor skin

problems, used a simple humorous TV commercial to convey the concept.

While the unit cost of the product may be low, the involvement level of

the consumer on the solution offered by the brand could be associated

with high involvement. A brand in this situation is likely to also benefit

from point of purchase material at pharmacy outlets, departmental stores

and even kirana (grocery) type of shops. The “high-utility” solution has to

be conveyed to the target segment, which probably was using traditional

substitutes. In this example, a typical brand personality need not be built

at least before the benefit is sold to the consumer and hence all

promotional efforts should be directed at conveying the benefit and

creating a brand association with the category itself (as it is a pioneering

brand in the category). This objective would be achieved by advertising,

“reminder purchase” posters at the point of sale and perhaps conveying

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

OTC offering).

Kissan Bistix in contrast is a unique offering, which is aimed at children

who have to initially make a change in their habits regarding the

consumption of this offering (should be eaten with a biscuit stick after it is

dipped in chocolate/any other side dish flavour which is a part of the

package). Moreover the price of the offering is Rs. 5 and this would be

associated with low involvement. Moreover, there is strong presence of

generic competition and children could buy a number of alternatives and

some of them may have price points below the Rs. 5 level. Mass

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

purchase only through advertising. Innovative contests built around

popular hobbies may enable the brand not only to create excitement but

also sustain the interest over a longer period of time. This may create

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

consumption a part of their snacking habit. Acceptance of an offering like

this requires a longer time interval and an innovative approach towards

promotion rather than typical sales promotion or mass advertising or

display at the counter of retail outlets. Besides, given the price point and

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

offering.

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

familiar with the category) requires a different approach. A strong

“feature-back up” in the offering, leading to a possible word-of-mouth

from users of the brand, will be effective after the initial advertising

awareness created by the brand. LG, Samsung, Santro and Whirlpool are

brands that have been successful but less than a decade old in the Indian

context. LG introduced several “new to market” features in its various

product categories; Samsung which created brand awareness through its

“World Series” ads, also introduced innovative features in its products and

Santro’s success (in terms of its market share) can be attributed to product

design, advertising and launching of variants after brand acceptance. New

brands depend on innovative features to create awareness and this happens

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

an event involving the brand formulated to strengthen the word-of-mouth

could add to the promotional effect. This approach could be compared

with the advertising blitzkreig of several new brands of cars. Skoda,

almost an unknown name in India, has been able to meet with

considerable success (in its niche) because of word-of-mouth for its

Octavia model than through conventional advertising. The brand has also

been selective in its market launch and this adds to the “expectation

excitement” for prospective consumers in other markets to enhance the

impact of word-of-mouth.

Brand Knowledge

Brand knowledge refers to brand awareness (whether and when

consumers know the brand) and brand image (what associations

consumers have with the brand). The different dimensions of brand

knowledge can be classified in a pyramid (adapted from Keller 2001), in

which each lower-level element provides the foundations of the higher-

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

emotional brand evaluations, which derive from functional and emotional

brand associations, which require brand awareness. Brand knowledge

measures are sometimes called “customer mind-set” measures because

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

The Brand Knowledge Pyramid

Brand awareness measures the accessibility of the brand in memory. Brand awareness can be measured through brand recall or brand recognition. Brand recall reflects the ability of consumers to retrieve the brand from memory when given the product category, the needs fulfilled by the category, or some other type of probe as a cue.

Brand Recognition

Brand recognition reflects the ability of consumers to confirm prior

exposure to the brand (i.e., recognize that it is an “old” brand that they

have seen before and not a “new” brand that they are seeing for the first

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

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

last night on television, in magazine X, etc.).

It is important to make the task as realistic as possible by allowing

only a short amount of time to answer the recognition question and by

using realistic stimuli and context. If you want to use recognition as a

measure of the performance of different marketing decisions (say,

different logos or ads), you should expose one group to one version of the

target stimulus and another group to the other version of the target

stimulus. However, to make the task more realistic, both groups should

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

step, people see the “old” stimuli again, along with completely new ones,

and are asked to decide if each stimulus is “old” or “new” (i.e., if they

have seen them before or not).

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

in fact they are uncertain), you can compute a recognition score called d

prime, as follows: d' = HR – FA, where HR is the hit rate (the percentage

of respondents who correctly recognize the target stimulus) and FA is the

false alarm rate (the percentage of respondents who incorrectly

“recognize” a “new” stimulus, i.e., a stimulus not shown before).

Brand Image

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

measured as the brand associations held in consumers’ memory. To

measure brand image, you can either use and adapt an existing list of

brand associations (e.g., Young & Rubicam’s Brand Asset Valuator® or

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

associations and then measuring the strength of these associations.

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

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

For comparison purposes, it is useful to report the average strength of

each association with the brand and the strength of the association with

competing brands, and to do this for each target segment (e.g., brand users

and users of competing brands).

Objective s

Primary:

To know the brand awareness towards the branded ready made formal wear for men

To know the brand preferences towards the branded ready made formal wear for men

To study the influencing factors for the purchase of the banded garments

Secondary

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

To study the various retail brands in men’s garments

To study the overall industry of the branded garments

Research methodology

Type of research:

Research design is the conceptual structure within which research is

conducted. It constitutes the blue print for the collection, measurement,

and analysis of data.

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

this study a survey method was adopted. Fieldwork was carried out to

collect the necessary data. Questionnaires were used for collection of data.

The information thus gathered constituted primary data and secondary

data.

Sources of data

Primary data

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

fulfill the data needs of the problem. Interviewing the respondents

at the malls with help of a structured questionnaire is followed to

collect the primary data.

Secondary data:

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

obtained from published or unpublished sources, are known as

secondary data. In this research secondary data was collected

through sources like company research compiled in statistical

statements, magazines, company printed internal records and

promotional materials, textbooks & Internet.

Sample selection:

In the study Non-probability random sampling – Convenient Sampling

Method used to collect the data, where the entire HAMIRPUR city

becomes the population.

Sample size:

Sample size is 100.

Research instrument

The questionnaire was used which had various questions, apart

questionnaire observation of the respondents is done.

INDUSTRY STUDY

The Indian consumer is dressing up like never before. And helping him

look good are the hugely successful small brands. Quick to adapt to

current trends and the latest in fashion and completely in sync with

customers' wants, these highly versatile brands have given a bold new

shape to the ready-to-wear apparel industry

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

few years in quantitative terms. Most of the growth has come from the

branded segment, which has been growing at 10-15% annually till 1998

and at a faster pace later on. Value growth has been even better.

However, growth in the past year has been satisfactory considering the

marked slowdown in demand in India and abroad accentuated by the

unfortunate events of September 11, 2001 in the U.S. followed by the

December 13 attack on the Indian Parliament and more recently the

disturbances in Gujarat. All these have affected the general business

sentiment across the country.

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

paced changes in the retail scenario. The evolution of retail channels in

India is being driven by the evolving preferences of the consumer whose

awareness level of fashion trends, disposable income and consumerism

are all high. A significant positive shift is taking place in Indian

consumer’s buying behaviour and expectations that no longer follow

traditional retail practices. This can be attributed to the following factors:

Change in lifestyle

Entry of leading international brands

Greater awareness and exposure to international media

Foreign travel

The Indian consumer to day wants different new merchandise at shorter

intervals complemented by a great shopping ambience, service with speed

and above all convenience of shopping ambience, service with speed and

above all convenience of shopping. Above all there is an increasing urge

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

professionalism and competition. Serious marketers have identified this

trait and worked to increase the variety and quality of products offered,

along with meaningful lifestyle led advertising.

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

significantly enhanced ambience and overall shopping experience have

also contributed greatly. Today the retail structure in India, as it moves

from disparate and unorganized sectors to a more concentrated system,

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

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

garment manufacturing units and around three million people are working

in the industry. Today not only is the garment export business growing,

enthusiasm in the minds of the foreign buyers is also at a high. Today

many leading fashion labels are being associated with Indian products.

India is increasingly being looked upon as a major supplier of high quality

fashion apparels and Indian apparels have come to be appreciated in major

markets internationally. The credit for this goes to our exporter

community.

Consistent efforts towards extensive market coverage, improving

technical capabilities and putting together an attractive and wide

merchandise line have paid rich dividends. But till today, our clothing

industry is dominated by sub-contractors and consists mainly of small

units of 50 to 60 machines. India's supply base is medium quality,

relatively high fashion, but small volume business.

SOME FACTS ABOUT READY-TO-WEAR INDUSTRY IN INDIA

Market size is estimated has been projected at Rs 43,100 crore. The

share of apparel for men comprises 46 per cent that of women’s

wear is pegged at 37 per cent and that of kids wear is pegged at 17

per cent.

Branded sector share is currently about 25% of market; expected to

be about 45-50% share by 2010

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

formal wear will grow at about 10-11%, Branded

semi-formal/casual will grow at about 20-22%.

The above graph show’s the division of branded garments industry

GROWTH DRIVERS

Emergence of large scale organized retailing

Change in consumer aspirations / lifestyles

Launches in the Mid value / Economy Segments

BUSINESS OPPORTUNITIES

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

shirts and trousers.

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

trousers

Per capital clothing usage increasing in casual wear

Urban women's wear will shift to western style clothing over the

next 10-15 years.

FUTURE PLANS OR THE READY MADE INDUSTRY

Capitalizing on current brand strengths through relevant expansion

of product portfolio

Accelerating conversion from tailor made to ready to wear in

trousers

Proactively grow the business through initiatives serving one/more

of the following objectives

Accelerating conversion - at category level

Addressing relevant lifestyles / grooming aspirations

Entering markets with high potential to generate "Critical Mass"

namely women's wear and active wear.

ARVIND MILLS

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

brothers in 1931. With the best of technology and business acumen,

Arvind has become a true Indian multinational, having chosen to invest

strategically, where demand has been high and quality required has been

superlative. Today, The Arvind Mills Limited is the flagship company of

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

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

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

has enabled the company to play a dominant role in the global textile

arena. With its presence across the textile value chain, the company

endeavors to be a one-Stop shop for leading garment brands.

Forevision and Technology has brought Arvind to be one of the top three

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

Textile Conglomerate. Arvind is already making its presence felt in

Shirting’s, Knits and Khakhis fabrics apart from being all set to create

ripples in the ready to wear Garments world over.

About their brands

Arvind Brands, a group company, manages various brands owned

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

Jeans and Excalibur in Shirts. This company services entire Domestic

market in India apart from exports in the neighboring countries.

Apart from these owned brands, the company has licenses from reputed

International brands like Arrow, Lee, Wrangler and Tommy Hilfiger for

the Indian market. The management out of their office at Bangalore, India

manages the entire retailing (including manufacturing, branding, logistics,

marketing and sales).

RAYMOND’S INDIA LTD

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

conglomerate having businesses in Textiles, Readymade Garments,

Engineering Files & Tools, Prophylactics and Toiletries.

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

enjoys a pronounced position in the international market. Raymond

believes in Excellence, Quality and Leadership.

THE GROUP OF THE COMPANIES UNDER RAYMOND’S

Raymond Ltd.

Raymond Limited is India’s leading producer of worsted suiting fabric

with a 60% market share.

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

folio: Park Avenue, Parx & Manzoni.

J.K. Ansell Ltd. is the manufacturer and marketer of KamaSutra brand of

premium condoms.

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

Premium brands of men’s toiletries.

Color Plus Fashions Pvt. Ltd.

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

premium casual wear in the country.

  Their brands

Raymond

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

Man' addressing the innate need of men to look good and at the same time

possess strength of character.

Park Avenue

Formal readymade garments & accessories for men it has recently bagged

the "Most Admired Brand" and "Most Admired Trouser Brand" awards.

Parx

The semi formal and casual range of cottons, blends and denim wear

catering to the smart, fashionable and comfortable clothing segment.

Manzoni

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

quality and international styling.

Be:

An exclusive prêt-a-porter line of ready-to-wear designer clothing for

women and men in western, ethnic and fusion styles.

Premium

The range of cosmetics & toiletries including after shaves, shampoos,

cologne, shaving cream, soaps, deodorants, room fresheners, etc.

Data Analysis & Interpretation

Age: - < 20 [ ] 20 – 30 [ ] 30 – 40 [ ]

40 > [ ]

Respondent’s classification based on AgeTable - 1

Graph - 1

Inferences: -

AGE No of Respondents Percentage

< 20 10 10%20 - 30 64 64%30 - 40 18 18%40 > 8 8%

AGE

0

10

20

30

40

50

60

70

< 20 20 - 30 30 - 40 40 >

AGE GROUPS

NU

MB

ER

OF

RE

SP

ON

DE

NT

S

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

Profession:-

A) Student [ ] B) Salaried [ ] C) Professional [ ] D) Business class [ ]

E) Others please specify___________

Table - 2

Graph - 2

PROFESSION

student

slararied

professional

business class

Respondents Classified According To The Profession

ProfessionNo of

RespondentsPercentage

Student 26 26%Salaried 28 28%Professional 40 40%Business class 6 6%

Inferences: - The respondents taken as sample are mostly the of the

professional background some are from the salaried and students and very

few from the business class

Monthly Family Income: - < 10,000 [ ] 10,000 – 20,000 [ ] 20,000 –

30,000 [ ] Above 30,000 [ ]

Table - 3

Graph - 3

MONTHLY INCOME

< 10,000

10,000 - 20,000

20,000 - 30,000

30,000 >

Respondents Classified According To The Income

Monthly income

No of Respondents

Percentage

< 10,000 6 6%10,000 - 20,000 48 48%20,000 - 30,000 22 22%30,000 > 24 24%

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

income group. It comes 48% of the sample.

Educational qualification:-

Graduate [ ] post-graduate [ ] M.Phil \ PhD \ Post Doctorate[ ]

Table - 4

Graph - 4

Respondents classification according to their qualification

Educational qualification

No of Respondents

Percentage

Graduate 40 40%post - graduate 48 48%others 12 12%

EDUCATIONAL QUALIFICATION

graduate

post - graduate

others

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

graduates and few are M.Phil \ PhD \ Post Doctorate. When it seen in

percentage it comes to 48%

Marital status:-Married [

] un-married [ ]

Table - 5

Graph - 5

MARITAL STATUS

married

un-married

Inferences: - 64% of the sample is married and 36% are un- married

Respondents Classified According To The Martial Status

Marital status

No of Respondents

Percentage

married 64 64%

un-married 36 36%

1) How often do you purchase your clothing ?

=> Once in 3 months => once in 6 months

=> Once in a year => occasionally

Table - 6Frequency of purchase

Frequency of purchase

No of respondents

Percentage

Once in 3 months 38

38%

Once in 6 months 22

22%

Once in year 16 16%Occasionally 24 24%

Graph – 6

FREQUENCY OF PURCHASING

once in 3 months

once in 6 months

once in year

occassianlly

Inferences: - 38 respondents like to purchase “once in 3 months”, 24

respondents like to purchase “occasionally”, 22 respondents like to

purchase “once in 6 months” and 12 of them like to purchase “once in

year”

Comparison of age and frequency of purchase

Table -7

AGE< 20 20 – 30 30 - 40 40 >

Once in 3 months 4 34  Once in 6 months 6 14 2  Once in year   4 8 4Occasionally   20 4  

Graph - 7

COMPRASION OF AGE & FRQUENCY OF PURCHASE

4

34

6

14

24

84

20

4

0

10

20

30

40

< 20 20 - 30 30 - 40 40 >

once in 3 months

once in 6 months

once in year

occassianlly

Inferences: - the comparison between age & frequency of purchase of the

respondents get the result of 34 respondents between the age 20 – 30 like

of purchase the branded clothing “once in 3 months” the same age group

like to purchase occasionally

2) Please identify your level of preference towards branded ready made garments

Very high [ ] High [ ]

Moderate [ ] low [ ] very low [ ]

Table - 8

Graph - 8

Level of preference

Level of preferenceNo Of

Respondents PercentageVery high 16 16%High 14 14%Moderate 44 44%Low 16 16%Very low 10 10%

LEVEL OF PREFERENCE

very high

high

modrate

low

very low

Inferences: - 44 of the respondents have the preference level of moderate

only 16 of them have given very high preference and it is same with low

preference people

3) Reasons for having very low preference towards branded formal wear

(You can choose more than one reason)

A) Perfect fit not availableB) Priced highC) Quality not up to the mark D) Lesser choice of the design & colourE) Restricted availability when compared to cloth availability Table - 9

Reasons for having very low preference towards branded formal wear

ReasonFrequen

cyPercenta

gePerfect Fit Not Available 8 31%Priced High 26 100%Quality Not Up To The Mark 6 23%Lesser Choice Of The Design & Colour 12 46%Restricted Availability When Compared To Cloth Availability 4 15%

Note: 1.Some of the respondents have opted for more than one option2. Sample size is 26 [who has low preference towards branded garments

Graph- 9

REASONS FOR HAVING THE LOW PREFERNCE

8

26

612

4

05

1015202530

perfect fit notavilable

priced high quality not upto the mark

lesser choiceof the desigh

& colour

restrictedavilability

whencompared to

clothavailability

VARIOUS REASONS

PE

RC

EN

TAG

E O

F R

ES

PO

ND

EN

TS

Inferences: - most of the

respondents had a problem

that the branded

formal wears are priced

high. And few felt that lesser choice of the design and colour,

4) Do you prefer branded formal men wear?

Yes [ ] No [ ]

Table - 10

Graph - 10

Do you prefer branded formal wear

Do you prefer branded formal

wearNo of

respondentsyes 84No 16

Do you prefer the branded garments

84

16

yes

no

Inferences: - with the above question we can say that majority of the

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

prefer the branded garments.

5) The brand’s that you are aware of.

Table – 11

Graph – 11

Various brands

Tick

Louis Philippe Nike Addidas Peter England ExcaliburHuesIndigo NationLewisColor PlusWranglerPark Avenue

Brand Awareness Level Of Respondents

Various Brands No Of RespondentsLouis Philippe 84Nike 84Addidas 84Peter England 84Excalibur 84Hues 84Indigo Nation 84Lewis 84ColorPlus 84Wrangler 84Park Avenue 84

Brand Awareness Of The Respondents

8484848484848484848484

0 20 40 60 80 100

Wrangler

Nike

Excalibur

Indigo Nation

Addidas

Park Avenue

NO OF RESPONDENTS

Graph - 11

Inferences: - All the 84 respondents said that they were aware of all the

brands that are given them as the option.

6) Who influences you in your buying decisions of branded

formal men wear a) Wife [ ] b) other family members [ ] c) Friends [ ] d) colleagues [ ]

e) Others please specify__________ f) none [ ]

Table - 12

Graph-12

Who Influences To Buy Branded Formal Men Wearwife 10Other family members 18friends 22Colleagues 13None 9

10

1822

139

0

5

10

15

20

25

wife otherfamily

members

friends colleages none

Inferences: - 22 of the respondents said that their friends influence them

in choosing the brand, and 18 of them said that their other family

members and 13 of them said that their colleagues influence them.

Comparison of occupation with influencing factors

Table – 13

Student Salaried ProfessionalBusiness

classWife 4 3 3

Other family members 4 7 5 2Friends 11 5 4 2

Colleagues 13None 8 1

Graph-13

Graph - 13

compraison of influencing factors with occupation

4

11

8

4

7

5

13

1

3

54

32 2

0

5

10

15

wife other familymembers

friends colleagues none

Influencing factors

NO

OF

RES

PON

DEN

TS

student

salaried

professional

business class

Inferences: - comparison between the occupation & influencing factors

show that the salaried people get influenced with colleges and less with

others, students get influenced, even some students get influenced with

none of them.

7) Please identify the source(s) from which you normally collect\get the information regarding the branded men wear

T.V [ ] NEWS paper [ ]

Magazines [ ] Internet [ ]

Friends [ ]

Table - 14

Note: 1.Some of the respondents have opted for more than one option 2. Sample size is 84

Graph - 14

Various SourcesNo of

Respondents PercentageT.V 8 10%Newspaper 13 16%Magazines 28 33%Internet 3 3%Friends 32 38%

Collection of Information Before Purchase Regarding The Branded men formal wear

8

13

28

3

32

0

5

10

15

20

25

30

35

T.V newspaper magazines internet friends

Various Sources

No

of

Re

sp

on

de

nts

Inferences: - 32 respondents collect the information from their friends

who become the influencing factor for the purchase of the branded formal

wear. Where as 28 of the respondents collect the information through

magazines, which influence less, compared to friends

8) Rank the following factors which influence you to choose the branded men wear (Rank them between 1 to 8)

Table – 15

Source: - primary data

Graph – 15

Ranking The Factors Which Influence The Most

Particulars Rank Frequency X

Weight Price 342Quality 314Design 438Comfort level 602Fabric 334Range 380Brand Name 350Value for money 264

Particulars RankPrice Quality DesignComfort levelFabricRangeBrand Name Value for money

3

NOTE: - The response of the respondent has been weighted for their

ranks and the sum is calculated the weights being 1 rank – 8 points, 2nd

rank – 7 points and so on 8th rank – 1 point

Inferences: - as the above given not the weights given by the respondents

show that the respondents give more importance to the comfort level and

some for the design and all other parameters get clashed with each other

when it comes to influencing the respondents for the purchasing the

branded men formal wear.

9) Are you aware of retailer brands (in-house) ready made formal shirts in India

Yes [ ] No [ ]

Table - 16

S

Awareness Of The Retail BrandsRetailer

brandsNo of

RespondentsPercentage

Yes 64 64%

No 20 20%

Graph - 16

Inferences: - 64 of the respondents said they know the few retail brand

and the most popular retail brands like “STOP, STORI, BARE, etc.” only

20 respondents said they do not have the awareness of the retailer brands.

10) Are you aware of the manufacturer of the brand’s that you prefer\buy

Yes [ ] No [ ]

Table - 17

.

Graph - 18

Awareness Level of the Respondents towards Manufacturers of

the Branded GarmentsManufact

urer of the brands

No of Respondents

Yes 26

No 58

Inferences: - very few respondents where aware of the manufacturer

of their branded formal readymade wear. The most popular

manufacturer mentioned by the respondents was “RAYMOND’S,

MUAHARA GARMENTS”. And few got confused with shopper

stop as the manufacturer. Same with the case of the west side and

lifestyle.

LIMITATIONS OF THE STUDY

As the sample size is small compared to the total

population the outcome cannot be generalized.

The Qualitative responses are affected by the mental

framework of the respondent at the time of the interview and

hence only are approximate.

The study was done for a short period of time, which

might not hold true over a long period of time.

Findings

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

Professional are focused on the branded ready made

garments

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

branded garments

Education is role, which helps to identity their preferring

with the research we can tell that post-graduates prefer the

branded garments.

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

of the sample like to purchase the branded garments

frequently i.e. within 6 months i.e. 38 respondents like to

purchase once in 3 months. 22 respondents like purchase

once in 6 months.

Comparing age group with frequency of purchase shows the

result that the age group between 20 – 30 like to purchase

more often (once in 3 months)

44 respondents have the moderate preference towards the

branded ready-made garments.

Only few respondents have the low preference towards

branded garments (10% of the sample)

Comparison of the monthly income and level of preference

shows that, out of 44 respondents who choose moderate

preference, 28 are of 10,000 – 20,000 income groups.

Reasons for having low preference shows that, 26

respondents said that they are highly priced, 2 said Lesser

Choice Of The Design & Colours

The research showed 84 respondents like branded garments

and other 16 were not interested about he branded garments

The awareness level of the various brands of branded formal

men wear showed that all are aware of the brands mentioned

The most influencing factor to the respondents was their

friend i.e. 22 respondents said as friends, 18 respondents said

that other family members influence them.

Between occupation of the respondents and the influencing

factors shows that more students are influenced by their

friends, whereas salaried by their colleagues

Before going for purchase most of respondents collect the

information of the brand through friends and magazines.

Most of the respondents like to go to factory outlets and

exclusive showrooms.

The factors influencing them to choose the brand was asked

as the question most of them said the comforts level is more

important than anything else.

64 respondents are awareness of retail brands the most

favorite brands are (stori, stop, bare).

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

The most know manufacturer (Mudhra garments, Raymond’s

India ltd.).

SUGGESTIONS

With the help of the research we have seen that the age group

of 20 – 30 are more preferred towards the branded garments

so the companies should treat them as the major target

customers for their market

The companies should see that the awareness should be made

why because only professional’s and salaried people are

more aware of the branded garments

As majority of the respondents who prefer branded garments

are in income group of 10, 000 – 20,000 the companies

should concentrate the customer with lower and higher

income also

Companies should give good offers and promotional activity

and see that the people who are purchasing who are

purchasing once in 6 months can start purchasing more

frequently

Comparison with age and the frequency of purchase should

that only age group 20 – 30 purchase once in 3 months the

companies has an opportunity to increase their market share.

As lot of respondents says that the branded garments are

highly priced and some feel that they are Lesser Choice of

the Design & Colours. The companies can reduce the prices

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

choice and more design varieties

The companies must see that they give more and more

information of their products to the customers.

As above said that the respondents are more preferred by the

comfort level of the garments. The companies should see

they concentrate on the comfort level more

As most of the respondents like to purchase the branded

garments for the factory outlets and the exclusive showrooms

the companies should see that they open more and more of

factory outlets and exclusive showrooms in the major cities.

The retail manufacturers should see that the awareness level

should increases towards the retail brands

The manufactures of the branded garments should see the

awareness is bought to wards he manufacturer of the branded

garments men formal wear

Conclusion

The research above taken place studies the various aspects of the

customers before they purchase and after the purchase, what makes them

to purchase and who influences them to purchase the particular brand and

what is the level awareness of they people towards the branded ready-

made garments and what are they various reasons that makes the people

not to purchase the branded garments.

The findings and suggestions might help the branded garments

companies. Which the companies can take over the problem of the people

not purchasing the branded garments and study they influencing factors

which influence the customer purchase the particular brand and know

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

increase the market share.

Bibliography

Most of the updated and competitive information were gathered by

visiting the websites of the different airlines. The various sites are:

www.arvindmills.com

www.mudharagarments.com

www.raymondsindia.com

www.fashion2fabric.com

www.image&fashion.com

www.google.com

www.myiris.com

www.indiainfo.com

QuestionnairePersonal details:-

Name:-

Age: - < 20 [ ] 20 – 30 [ ] 30 – 40 [ ] 40 > [ ]

Profession:-

A) Student [ ] B) Salaried [ ] C) Professional [ ] D) Business class [ ]

E) Others please specify___________

Monthly Family Income:-

< 10,000 [ ] 10,000 – 20,000 [ ] 20,000 – 30,000 [ ]

Above 30,000 [ ]

Educational qualification:-

Graduate [ ] post-graduate [ ]

M.Phil \ PhD \ Post Doctorate [ ]

Marital status:-

Married [ ] un-married [ ]

1) How often do you purchase your clothing?

=> Once in 3 months => once in 6 months

=> Once in a year => occasionally

2) Please identify Your level of preference towards branded ready made garments

Very high [ ] High [ ]

Moderate [ ] low [ ] very low [ ]

It the answer for the above question is low/very low, go to question No – 3 otherwise go to question No – 4

3) Reasons for having low preference towards branded shirts(You can choose more than one reason)

A) Perfect fit not available B) Priced high C) Quality not up to the mark

D) Lesser choice of the design & colour

E) Restricted availability when compared to cloth availability

F) Other’s________________________________________________

4) Do you prefer branded formal shirts Yes [ ] No [ ] If yes, answer is no, please end the questionnaire

If no go to question No – 8

5) will you prefer different brands when you are buying plain and checks/stripes shirts

Yes [ ] No [ ]

If yes plain – preferred brand(s)\Strips (or) checks – preferred brand(s)

6) who influences you in your buying decisions of branded formal men wear

a) Wife [ ] b) other family members [ ] c) Friends [ ] d) colleagues [ ]

e) Others please specify__________ f) none [ ]

7) The brand’s that you are aware of

Preferred brand(s)

Plain Strips\checks

addidas Van Heusen lewis Peter England ExcaliburKoutonsIndigo NationNikeWranglerHuesPark Avenue West side

Various brands TickAddidas Van Heusen lewis Peter England ExcaliburKoutonsIndigo NationNikeWranglerHuesPark Avenue West side

8) Please identify the source(s) from which you normally collect\get the information regarding the branded men wear

T.V [ ] NEWS paper [ ]

Magazines [ ] Internet [ ]

Friends [ ]

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

Exclusive showrooms [ ]

Factory outlets [ ]

Other Retail out lets [ ]

10) Rank the following factors which influence you to choose the branded men wear

(Rank them between 1 to 8)

Particulars RankPrice Quality DesignComfort levelFabricRangeBrand Name Value for money

11) Are you aware of retailer brands (in-house) ready made formal shirts in India

Yes [ ] No [ ]

If yes please identify

a) ______________ b) ______________

c) ______________ d) ______________

12) Are you aware of the manufacturer of the brand’s that you prefer\buy

Yes [ ] No [ ]

If yes please identify

a) ______________ b) ______________

c) ______________ d) ______________.

the response of the respondent has been weighted for their ranks and the sum is calculated the weights being 1 rank – 8 points, 2nd rank – 7 points and so on 8th rank – 1 point