A

Research Project

On

“Study Of Market Feasibility Of Branded Apparel Stores In Yamunanagar Region”

INDEX

TOPIC PAGE NO.

1. INTRODUCTION 1-12

2. LITERATURE REVIEW 13-14

3. RESEARCH METHODOLOGY 15-17

4. OBJECTIVES 18-19

5. DATA ANALYSIS & INTERPRETATION 20-33

6. FINDINGS 34-35

7. SUGGESTION 36-37

8. LIMITATIONS 38-39

9. CONCLUSION 40-41

10. BIBILOGRAPHY 42-43

11. ANNEXURE 44-49

Questionnaire

INTRODUCTION

INTRODUCTION TO THE PROJECT

The primary role of this study is to know the market feasibility of branded apparel stores in the yamunanagar district. People are nowadays brand aware and wish to buy the best thing at best prices. This study reveals the customer segment which is most attracted toward branded apparels.

In regard to the cut-throat competition in the apparel market, how the branded stores in yamunanagar are able to survive under such a tough competition. This study reveals the marketing strategies followed by the store owners to survive the competition and to maintain the customer share.

This is entirely an Exploratory research and Analytical in nature. The method used for collecting the primary data is through questionnaires and interviewing the perspective store owners and the customers. The number of respondents is kept 50. The sampling area is the whole market of yamunanagar district. The study reveals the financial position of the branded apparel stores in the region. It will include the monthly sales of these apparel store owners.

INTRODUCTION TO THE TOPIC

GENERAL INTRODUCTION

‘NEED’ the word which doesn’t have any boundary. It goes according to time. In ancient time people just needed the food & shelter but as the time change they looked into the wearing comfort, which means improvement in living standard. Time never stops. The invention of cotton & the innovative ideas to use it for comfort was a revolution in the history. Then come modern era which introduced ‘Textile’.

Textile unit of reliance manufactured various products such as dress material, synthetic suitings, worsted suitings, sarees, furnishings and ready-mades. On one hand these product are of good quality & durable but on other hand these are of bit costlier than others. That is why these are approachable to only middle & upper class people.

This study is all about to know the market feasibility of the branded apparel showrooms in the yamunanagar district and the different marketing strategies adopted by the store owners to grab the major customer share of the area.

OVERVIEW OF INDUSTRY

The textile and apparel industry is one of the leading segments of the Indian economy and the largest source of foreign exchange earnings for India. This industry accounts for 4 percent of the Gross domestic Product (GDP), 20 percent of industrial output, and slightly more than 30 percent of export earnings. The textile and apparel industry employs about 38 million people, making it the largest source of industrial employment in India.

Competitive Position of India’s Textile and Apparel Industry

India’s share of global exports of textiles and apparels increased from 1.8 percent in 1980 to 3.3 percent in 1988. However, India’s export growth was lower than that of most Asian countries during that period. The study identifies a number of competitive strengths of the Indian textile and apparel industry:

India has a large fiber base, and ranks as the world’s third leading producer of cotton, accounting for 15 percent of the world’s cotton crop. India produces a wide variety of cotton, providing operational flexibility for domestic textile producers. In the manmade fibre sector, India is the world’s fifth largest producer of polyester fibres and filament yarns and the third largest producer of cellulosic fibres and filament yarns.

India is the world’s second largest textile producer(after China), and is diversified and capable of producing a wide variety of textiles. The spinning segment is fairly modernized and competitive, accounting for about 20 percent of world cotton yarn exports.

India’s textile and apparel industry benefits from a large pool of skilled workers and competent technical and managerial personnel. India’s labour is inexpensive; hourly labour costs in the textile and apparel industry average less than 5 percent of those in the U.S. textile and apparel industry.

Although it is generally accepted that the clothing industry played a leadingRole in East Asia’s early export growth, the degree to which internationaltrade can be the basis of sustained economic growth for developing countrieshas been questioned. Under what conditions can trade-based growth be avehicle for genuine industrial upgrading, given the frequent criticisms of low wage, low-skill, assembly-oriented export activities? Do Asia’s Accomplishments in trade-led industrialization contain significant lessons for other regions of the world?India ranks among the top target countries for any company sourcing textiles and apparel. Indeed, apart from China, no other country can match the size, spread, depth, and competitiveness of the Indian textile and apparel industry. Moreover, the global elimination of quotas at the end of 2004 has greatly enhanced the opportunities for sourcing from India..

INDIA: A GROWING SOURCE

India supplies over US$13 bn worth of textiles and apparel to the world’s markets. And exports are growing rapidly as more and more buyers around the world turn to India as an alternative to China. In 2005 – spurred by the global elimination of quotas – shipments to the EU soared by 30% and those to the USA shot up by 34%. These increases are remarkable, given that EU imports from all sources rose by only 8% while US import growth was just 6%.

GROWING INTERNATIONAL COMPETITIVENESS

The reasons for India’s success are not hard to find. Apart from China, no other country can match the size, depth, spread and competitiveness of the Indian textile and apparel industry. India has a complete supply chain – from a vast raw material supply to high quality finished products. Labour costs are among the lowest in the world. Indian firms offer experience, entrepreneurship and design skills which Chinese firms find hard to match. The industry is also highly versatile: smaller firms offer the flexibility needed for smaller orders while giant firms have the capacity to service the world’s biggest buyers. Government policies have changed too. As the Indian economy opens up to the outside world, foreign investment opportunities are being transformed.

EXPANDED CAPACITIES, NEW TECHNOLOGY

Since the elimination of quotas, Indian firms have been gearing up to meet fast growing foreign demand for their products. New capacities are being built, and competitiveness is improving as new technology is installed at a dramatic rate.

WELL KNOWN NAMES BENEFIT FROM INDIA’S STRENGTHS

Leading foreign retailers and apparel brands are taking advantage of India’s strengths as an alternative to China and other countries. Well known names include Carrefour, Decathlon, Gap, H&M, JC Penney, Levi Strauss, Marks & Spencer, Metro Group, Nike, Reebok, Target, Tesco, Tommy Hilfiger and Wal-Mart. In the post-quota era, these and new players will turn increasingly to India for their sourcing requirements.

COLLABORATION AND JOINT VENTURES

India is opening up to the outside world. With economic liberalisation, there are new opportunities for creating joint ventures aimed at supplying international markets. But there is also scope for selling foreign brands in India’s huge domestic market.

RETAILERS ARE COMPETING WITH MANUFACTURERS BRANDED MARKETERS ARE ADAPTING

In order to deal with this competition, branded marketers have adoptedseveral new strategies which will alter the content and scope of their globalsourcing networks: reassigning certain support functions (such as patterngrading, marker making and sample making) to contractors; reducing theirpurchase and redistribution activities, by handing them over to contractors, as well as their supply chains, using fewer but more capable manufacturers; adopting more stringent vendor certification systems to improve performance; and shifting their sourcing from Asia to the westernhemisphere. In essence, marketers have recognized that overseas contractors can manage the whole production process, restricting their competitive edge to design and brands.

With foreign producers providing similar quantity, quality and service asdomestic producers, but at lower prices, apparel manufacturers in developed countries have been caught in a squeeze. They are responding in different ways. In the United States and Europe, an “if you can’t beat them, join them” attitude has evolved among many smaller and middle-sized firms. They feelthey cannot compete with the low cost of foreign goods and are defecting to the ranks of importers.

For many larger manufacturers the decision is no longer whether to engage in foreign production, but how to organize and manage it. These firms supply intermediate inputs (cut fabric, thread, buttons and other trim) to extensive networks of offshore suppliers, typically located in neighbouring low-cost countries with reciprocal trade agreements that allow goods

assembled offshore to be re-imported with a tariff charged only on the value added by foreign labour.

The Indian apparel industry, which was traditionally dominated by small and family-run stores, hascome of age. The apparel sector is the second largest employer after agriculture in the country and alsothe second largest untapped market after China. There are some 12 million retail outlets in India.Besides, the country is also dotted with low-cost kiosks and pushcarts. Organized retailing is only 2%of the total retail industry over the past couple of years there have been sweeping changes in the general retailing business, mainly in apparel retailing which was once strictly a made-to-order market for clothing has changed to a ready-to-wear market. Flipping through a catalogue, picking the color, size and type of clothing a person wanted to purchase and then waiting to have it sewn and shipped was standard practice. Fashion element and design content was minimal in the pre-1990s, owing mainly to the lack of national level brands. At the turn of the century some retailers would have a storefront where people could browse, and new pieces being sewn or customized in the back rooms. Among the few players who have been catering to the branded market are Park Avenue, Charagh Din, Cotton county, Double Bull, Koutons and Peter England. It took a quite long time for brands such as Allen Solly and Van Heusen to create a respectable market share in the ready-to-wear market. Big players like Tata, Raheja, Biyani, etc have intensified the competition with their professional retail chains like Westside, Shopper’s Stop and Pantaloons. Recently, 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.

TRENDS IN MEN’S APPAREL MARKET

Men’s apparel market is 46 percent of the total apparel market in India. Preference for readymade garments is increasing and this has become inevitable with the rise in urbanization. Whereas, women’s apparel market is 17 percent of the total apparel market in India. The preference for the branded Western and Indo-western apparels among the working women is on the rise, which is a welcome relief for the manufacturer and retailers of branded apparel. The dressing habits are getting refined if not changed specifically among the working women. Kids’ apparel market is 37 percent of the total apparel market. Being the brand penetration in this segment lowest at 9 percent shows a lot of potential for the branded players to exploit this segment. The apparel market will be thrown open to competition in the year 2005, due to expiry of Multi Fibre Agreement. Then there will be lot of demand in the western countries. After China, India is being perceived as the next country with the biggest 'Growth Potential' due to its cheap manpower and natural resources. The first decade of the 21st century will witness India as the major player in the apparel business - partly because more industrialized countries like Korea, Taiwan, etc. have moved into other industries - and partly because the Indian Government believes in, and wants to grow the apparel export business, since it is a major earner of foreign exchange. The following report covers various aspects of apparel retailing in India,

starting from global overview to future outlook of Indian apparel market. It also provides an in-depth study of current Indian apparel market scenario, which includes manufacturing capabilities and exports market. The report covers trends and expected market sizes of different product categories e.g. Men’s wear, Women’s wear and Kid’s wear. Extensive analysis of consumer behavior while purchasing different apparel categories, Michael Porter’s 5-forces analysis, SWOT analysis and Supply chain management are provided in this report. The details of major retailers and their financial dynamics have also been

The Indian men’s apparel industry is expected to burgeon at a CAGR of 14.86% from 2008 to 2010, according to new research report "Booming Men Apparel Market in India". The report gives an insight into the expanding men’s apparel industry in India. It has been made to help clients in analyzing the opportunities, challenges and drivers critical to the success of men apparel industry.

Men’s apparel industry will increase at a CAGR of 14.86% during the two-year period from 2008 to 2010.The demand for ready-made garments in rural India will surge at a CAGR of 16.50% to reach Rs. 42918 Crore by 2010.Increasing at a CAGR of 24%, branded apparel industry for men will cross Rs. 25,000 Crore by 2010.Per capita GDP spending on apparel increased to 5.8% in 2006 from 4.9% in 2003.In 2007, men’s apparel industry was mainly dominated by shirts (in value terms) accounting for 36.5% of total men’s segment.The Indian fashion industry is expected to rise at a stupendous pace of 22.67% through 2012 from 2007.

TRENDS IN CHILDREN APPAREL MARKET

Children‘s apparel is a market that is growing rapidly today. Trends in the market are fast changing. This article aims to analyze the market for kids‘ apparel in detail and explaining the shift in focus that is taking place.

Children‘s apparel includes clothing for kids between 1 and 14 years of age. The market for kids‘ apparel in India exceeds Rs. 13000 crore, of which around Rs. 3000 crore is constituted by branded kids‘ wear. The kids‘ wear market is growing at the rate of 10% per annum, which makes it one of the fastest growing markets.

Some major changes in trends are taking place in the market for kids‘ apparel. One of the important changes is the increasing preference for branded apparel. This shift is taking place on account of changes such as a rise in the disposable income of the people and the increasing influence of foreign culture. The other important change that is taking place in this area is the emergence of kids as an independent buyer group. Influenced by mass media and peer pressure, today‘s kids are more informed and self-conscious.

Armed with this knowledge, popular apparel brands are coming up with new collections that will appeal to kids. Gini and Jony have come up with a collection of brightly colored apparel. Their collection includes clothes in hues such as lilac, pink, plum, orange and citrus green.

Certain brands like Weekender have made an agreement with Walt Disney and Warner Bros., whereby they can make use of some of their famous cartoon characters in their apparel. The brand is planning to make use of characters like Mickey and Minnie Mouse as well as Tom and Jerry in the new line of children‘s clothing that they are planning to launch. This collection is to benamed ‘Toon World‘.

Pantaloon and Gini and Jony have entered into a joint venture to set up a chain of retail stores for children‘s apparel. Raymond has launched its first store for kids‘ apparel ‘Zapp!‘. DS Corporation, which owns the Ruff Kids brand of kids‘ garments, is planning to expand.

Generally in India, the trend was that most of the people prefer buying functional kids‘ apparel rather than branded ones. Children‘s garments were usually purchased from small stores and from street shops, while branded garments were only bought by the very high status families. This trend is gradually changing and the market for branded kids‘ clothing is growing.

Dungarees, shorts and shirts are the evergreen fashions in kids‘ apparel. Short skirts, tops with puffed volume, halter tops, lace trims and cropped trousers are the in things in the world of children‘s apparel in today‘s times.

Growth Opportunities

India, with a population of 1 billion people, has a huge domestic market. India’s middle class, currently estimated at 200 million, is projected to expand to include nearly half the country’s total population by 2006. Based on purchasing power parity, India is the fourth-largest economy in the world, has the third-largest GDP in the continent of Asia, and is the second-largest economy among emerging nations. India is also one of the fastest growing economies of the world. Although the disposable income of the majority of the Indian population is low, as the Indian economy grows, more consumers will have greater discretionary income for clothing and other purchases aftermeeting their basic needs. India’s huge domesticmarket offers the prospect of significant growth opportunities in domestic textiles and apparel consumption, which is expected to result in increased trade and foreigninvestment, especially in certain product sectors. According to a 1999 study, themajor growth areas for trade and foreign investment in India will be technical textiles (e.g., fabrics used in aerospace, marine, medical, civil engineering, and other industrial applications), home textiles, and apparel.The S.R. Satyam Expert Committee (SEC), constituted by the GOI, also identified these sectors as having the greatest growth potential and recommended various measures to promote these sectors.

The staff research study highlights the following areas where foreign firms can potentially enter the Indian market: Demand for nonwoven textiles has been growing with increasing domesticaffluence, growing health consciousness to use more disposable clothes, and the cost effective production of synthetic fibers in India. The liberalization of the Indian economy has created opportunities to import machinery and technology at preferential tariffs and enter into joint venture arrangements with foreign firms.

The technical textiles market in India has grown due to strong demand forAutomotive fabrics. India’s goal is to achieve an output level of $6 billion (10 percent of world output) in technical textiles by 2005. The GOI plans to provide incentives and tax concessions for this sector to attract foreign investment.

India’s home textiles market is dominated by the handloom and powerloom sectors, which cater primarily to the low end of the market. The handloom sector is highly price competitive in terry towels and for home furnishings. The powerloom sector is price competitive in bedsheets. The composite mill sector dominates the brandedmarket,which is relatively small. Demand for branded and quality home textiles has increased recently with increasing affluence among the Indian population. Opportunities exist for the introduction of quality branded products into this growing market.

India supplies 8 percent of the global demand for denim fabric. Per-capita denim consumption in India is estimated at 0.1 meter, about one-fifth of the global average. Domestic demand is expected to increasewith the accelerated growth in the Indian economy and increased consumer spending on clothing. Capacity utilization of the Indian denim sector currently averages 50 to 60 percent. The deregulation of apparel production from the SSI sector under the NTP 2000 is expected to encourage large apparel firms to enter the Indian market, thereby spurring domestic demand for denim.

Opportunities exist for U.S. apparel producers to enter the Indian market through licensing and joint ventures with local firms. The recent GOI decision to deregulate apparel production is expected to help foreign firms establishing a large production base in India without any export obligation.

WHAT IS MARKET FEASIBILITY:-

The portion of the economic potential for GHG emissions reductions or energy-efficiency improvements that could be achieved under existing market conditions, assuming no new policies and measures.

The capacity of a location, such as a country, to become or to grow as a demander of goods and services that outside suppliers might provide. Various measures of market potential are provided especially for emerging economies, intended as guides to exports and foreign direct investment.

The total level of sales achievable in a market assuming that every potential customer in that market is buying, that they are using the product.

The maximum achievable combined sales volume for all sellers of a specific product during a specific time period, in a specific market.

Market Potential and Market Sizing Analysis

Market analysis services from Mapping Analytics help us know the economic opportunity available to you in any geographic market. Whether we sell to consumers, to businesses, or both, market sizing provides intelligence you need to deploy sales and marketing resources effectively.

Benefits of Market Potential Analysis

Understand market potential for a single store, network of stores or a new market Deploy resources effectively by ranking markets in priority order

Forecast total opportunity in terms of number of customers and revenue potential

Estimate your market share

Market Potential Analysis

Market potential analysis is a primary analytic service performed by Mapping Analytics. It includes the people, experience, tools, and data required to perform sophisticated and accurate market sizing.

A market potential analysis from Mapping Analytics may include:

A customer profile to understand where to find more like them Market penetration and market share reports showing performance in existing markets

and expected performance in new markets

Market ranking reports allowing you to prioritize resource deployment into new markets

A geographic view of market opportunity on detailed maps.

PROMOTIONAL MIX USED BY THE STORE OWNERS:-

The ’promotional mix’ is a term used to describe the set of tools that a business can use to communicate effectively the benefits of its products or services to its customers. The promotional mix includes the following tools ._ advertising_ public relations_ sales promotion_ direct marketing_ personal selling

The promotional mix is part of the wider marketing mix. To find out aboutthe marketing mix see the 10-minute Marketing Mix.

Why it is important

If customers don’t know what products and services you provide, then your business will not survive in today.s competitive marketplace. Effective communication with your customers is vital to ensure that your business generates sales and profits. By taking the time to develop and implement an appropriate promotional mix, you will stimulate your target audience to buy your products or services - and manage this within a budget you can afford.

What one should do

A successful promotional mix uses a balance of its five tools in a plannedand structured way . A single tool rarely works well in isolation. The challenge is to select the right mix of promotional activities to suit your particular business at a particular time . and to then use it correctly to achieve a result. The combination of tools you use will depend on the target audience, the message you wish to communicate and the budget you make available. There would be little point in advertising new gas boilers in a fashion magazine . much more appropriate to advertise in a trade magazine for builders and gas fitters.

The basic aspects of a promotional mix are:-

Personal Selling :-Personal selling involves selling a product or service on a one to one basis. This can either be done face to face or over the phone. In our promotional section we talked about push and pull strategies. If the organisation is using a pull strategy to sell the product a sales force will be required to make sure that retail outlets are looked after well, that they have enough stock, are trained well so they can push the product onto the consumer. With a push strategy the sales force will need to try and persuade retail outlets to carry stock of your product. A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face or via telephone.

Direct Marketing:-The aim of direct marketing is to create one to one relationships with the organisations target market. Direct marketing can come in the form of post, email, telephone calls and mail order. The company usually contacts a named person at the address.

Advertising:-Advertising can be defined as placing your message in any form of paid media. Any paid presentation and promotion of ideas, goods, or services by an identified sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.

Advertising can have a number of objectives, these usually are

To promote To remind

To support

To compete

To persuade

You have two types of advertising. Above the line advertising is advertising placed in TV, radio, newspaper and cinema. Below the line advertising is based around advertising via direct mail, sponsorship and sales

Sales Promotion:-The aim of sales promotion is to increase short term sales and increase instore or web traffic. The tactics used for this include loyalty cards, coupons, price promotions eg BOGOF, point of sales, packaging promotion or web coupons. Incentives designed to stimulate the purchase or sale of a product, usually in the short term. Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.

Public Relations:-Managing public relations is very important for the organisation. Image in marketing is everything.. Having a good image helps the organisation develop a trust and a bond between themselves and their customers. This good will is invaluble. Public relations activities include, press releases. company literature, videos, websites and annual reports.

Sponsorship:-Sponsorship is about providing money to an event, inturn the product or company is acknowledged for doing so. For example the Bejing Olympics in 2008 will partly be sponsored by Panasonic. Sponsorship helps the company improve its image and public relations within the market and usually the company attempts to sponsor a person or event that mirrors the image they are trying to aim for. Nike for example have successfully sponsored the golfer Tiger Woods for many years.

Viral Marketing:-Viral marketing occurs when consumers pass on or recommend your product/company/website to others. This could be via email, or bulletin boards or word of mouth. There have been many well known online viral marketing campaigns. These include The Blair Witch Project and the establishment of Hotmail as a leading free email provider.

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LITERATURE REVIEW

LITERATURE REVIEW

Experts note that recently most apparel companies have adopted a ‘quick response strategy’ in order to reduce the development time and stock (Sawada, 2002) and make the delivery more flexible. The researchers, such as (Bhamra, Heeley and Tyler ,1998), start introducing the ‘Concurrent Product Development’, which uses a multidisciplinary approach to delivery better, cheaper and faster products to market, to the textile and clothing industry. For example, Zara, the Spanish clothing chain, has adopted just-in-time production in order to gain flexibility and quick response to fast changing fashion trends (Stengg, 2001).

Zara’s designers work closely with store managers and manufacturers. Since the designers get access to real-time sale data and the manufacturers are up-date with new designs, the company only needs three weeks to make the line from start to finish (cf: the industry average of nine months).

In addition, New Look and George at ASDA also claim to have a product from design studio to store display within three or four weeks (Hines, 2001), and H&M aims to cut lead times to just fifteen days (Webb, 2001).

These examples indicate that a multidisciplinary approach has been widely adopted by the apparel companies. However, it is clear that the full benefits of multidisciplinary approaches have not utilised, since most companies employ this strategic approach only to reduce time to market and cost rather than explore new ideas and opportunities that multidisciplinary teams can bring. Although, the strategic approaches are closely linked to product development process, there is no evidence that strategic thinking is presented in conceptual models or lead to any differences in terms of the model’s structure.

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

This study is analytical in nature. Analytical study means we have to analyze the things which already exist. We have to analyze the things and interpret the result. It is an attempt to obtain a complete and accurate description of a situation. Precise statement of the problem indicates what information is required.

DATA COLLECTION

There are several ways of collecting the appropriate data, which may differ considerably in context of money costs, time and other resources at the disposed of the researcher. Broadly data collection methods can be divided in two categories:

Primary Data Collection.

Secondary Data Collection.

Primary Data:

For collecting primary data a questionnaire for the customers is being prepared, and that is being used to collect the data from every individual. Customers are being interviewed with the help of the questionnaire and it provides very important information for the study.

Secondary Data:

Books Journals

Internet

Magazines

Newspapers

Reports and previous studies

1. Sampling Unit

It defines the target population that will be sampled i.e. it answers who is to be surveyed. Sampling unit in my study will be Sellers of branded apparels.

2. Sampling Techniques:

This refers to the procedure by which the respondents should be chosen. In my study I will use probability sampling of the following types:

Simple random sampling Area sampling

In this case, simple random sampling is used.

Sampling Size:

It indicates the no. of people to be surveyed. Through large sample give more reliable results than small samples but due to constraints of time and money the sample size was restricted to 50 respondents. In order to collect appropriate information I have taken sample size of 50 respondents from yamunanagar district.

Area of Study:

To study the market feasibility of branded apparels stores in district yamunanagar, sample survey method has been implemented. Though other methods are also important, this method is given prime significance in modern research because of its extensive use to study the relationships of different factors, attitude and practices of society and to explore the problems that cannot be treated by experiment methods.

OBJECTIVES

OBJECTIVES OF THE STUDY

To study the financial position of branded apparel showrooms in yamunanagar district.

To know the marketing strategies adopted by the showroom owners to survive the competition.

To know the market potential of branded apparel showrooms in yamunanagar district.

DATA ANALYSIS AND INTERPRETATION

CLASSIFICATION AND TABULATION OF DATA

CLASSIFICATION:-

Classification is a process of arranging the data into sequences and groups according to their common characteristics or spreading them into different related parts.

CLASSIFICATION OF DATA:-

The data can be classified on the following four basis:

Quantitative -according to magnitude

Geographic -according to city, district etc.

Qualitative -according to attributes

Chronological -according to occurrence of events in time.

TABULATION:-

Tabulation is the process which involves combining and totaling of the collected data.

TABULATION OF DATA:-

It is one of the most important device of presenting the data in a condensed and readily comprehensive form and attempts to finish the maximum possible space without sacrificing the quantity & usefulness of data.

Tabulation means the systematic presentation of the information contained in the data in row & columns with some salient features or characteristics.

ANALYSIS AND INTERPRETATION OF DATA

After tabulation the data must be analyzed. Researcher, often use statistical interpretation which concentrates on what is average or what is deviates from the average statistical interpretation shows how widely resources vary, how they are distributed in relation to the variable being measured. Statistical markets rely on estimated errors or deviation from the true value of population. The analysis & interpretation of data may lead the researches to accept or reject the hypothesis being selected.

The raw data collected in questionnaire was completed & presented in percentage & non-percentage tables from each of the items of the interview schedule. The table are analyzed & percentage in relation to the objective of the study.

DATA ANALYSIS & INTERPRETATION

Q1. What are your current monthly sales?

50,000-1,00,000 61,00,000-1,50,000 301,50,000-2,00,000 12Above 2,00,000 2

As shown in the chart above 60% sales range in Rs 1,00,000-1,50,000, 24% in 1,50,000-2,00,000, 12% in 50,000-1,00,000 and only 4% above 2,00,000.

Q2. What profit margin do you keep in sales?

0-10% 210-15% 915-20% 2420-25% 15

As we can clearly see that maximum number of store owners (48%) keep their profit margins in the range of 15-20%, 30% keep in range of 20-25%, 18% in 10-15% and 4% in 0-10%.

Q3. What kind of customers do you serve?

RURAL 1URBAN 22BOTH 27

It can be seen that 54% of the store owners serve both rural and urban customers, 42% serve only the urban customers and 4% serve only rural customers.

Q 4: Which age group customers do you serve more?

CHILDREN 3YOUNGSTERS 28MIDDLE AGED 15OLD 4

Here we can see that 28 store owners serve the youngsters more, 15 serve the middle aged, 4 serve the old customers and only 3 store owners serve children.

Q 5: Is your investment justified with your profits?

The data clearly shows that the store owners have a maximum share In the say that their investments are not satisfied with their profits. 54% of the store owners said no,30% said almost and 16% said yes.

Q 6: What kind of pricing strategies do you adopt?

YES 18

NO 10ALMOST 22

PREDATORY PRICING 8MARKET SKIMMING 2EDLP 14ACCORDING TO MARKET DEMAND 26

52% stores charges according to the market demand whereas 28% stores adopt EDLP, 16% uses predatory pricing and only 4% (WILLS & PROVOGUE) uses the market skimming pricing strategies.

Q 7: What kind of promotion mix are you using?

PRINT MEDIA 10ADVERTISEMENTS 12SPONCERSHIPS 3EVENTS AND CAMPAIGNS 4SALES PROMOTION 21

42% say that they use sales promotion, 24% say advertisements, 20% uses print media, 8% use events and campaigns and 6 % uses sponcerships.

Q 8: What kind of product range do you offer?

KIDS WEAR 2GENT’S CLOTHING 19

WOMEN’S WEAR 2BOTH MEN & WOMEN WEAR 27

54% of the total sample offers both men and women clothing, 38% sells only men’s wear, 4% offers kids and women’s wear.

Q 9: Do you have more than one branch in the surrounding area?

YES 4

NO 34PLANNING TO OPEN 12

68% of the store owners said that they only have one branch in this region whereas 24% said they are planning to open more branches in this region and 8% said they already have more than one branch in the area.

Q 10: Are you satisfied with your sales?

HIGHLY SATISFIED 2SATISFIED 20DISSATISFIED 22HIGHLY DISSATISFIED 6

22 store owners are dissatisfied from their sales which is a big share, 20 people are satisfied, only 2 people are highly satisfied, and 6 people are highly dissatisfied from their sales.

Q 11: Are you satisfied with the facilities provided to you by the company?

HIGHLY SATISFIED 11SATISFIED 24DISSATISFIED 9HIGHLY DISSATISFIED 6

53% are quite satisfied with the facilities provided by the company, 24% are highly satisfied, 20% are dissatisfied and 3% are dissatisfied.

FINDINGS

FINDINGS

Objective 1: To study the financial position of branded apparel showrooms in yamunanagar district.

Findings:

1. A very few percentage of store owners are enjoying sales higher than Rs.2,00,000.This shows that majority of the apparel stores are running average business.2. Maximum share of the store owners is not enjoying full benefits of its profits over the investments incurred by them.

Objective 2: To know the marketing strategies adopted by the showroom owners to survive the competition.

Findings:

1. The store owners basically charge the prices according to the market demand and the prices provided by the company itself.

2. The main promotional element used by the store owners is the sales promotion. It includes discounts, schemes, coupons etc.

Objective 3: To know the market potential of branded apparel showrooms in yamunanagar district.

Findings:

1. Both rural and urban customers contribute to the sales of a growing branded apparel stores. An appropriate mix of the two is making the stores to survive.

2. Youngsters are the major attractive target segment for most of the store owners. This may be due to the increasing craze of fashionable clothes among the youngsters.

3. The store owners are planning to open more branches in the respective region in order to cover maximum potential area.

4. Most of the store owners are striving for their survival due to the opening of a number of other branded apparel stores in the region.

5. The store owners are lagging in variety of the apparels and do not readily update to the change in seasonal trends.

SUGGESTIONS

SUGGESTIONS

1. The store owners should emphasize on use of an appropriate promotion mix, using a proper proportion of each and every element of the promotion mix.

2. Specialty stores are not found to be successful in this small region, so the owners must keep a mix range of all the segments like, kids, men’s and women’s wear.

3. The store owners should make efforts to attract both rural and urban customers in order to survive and commence business more effectively.

4. The stores should offer wide range of variety of assortments to the customers, as the trend changes with the change in time so youngsters want latest trendy clothes.

5. The store owners should adopt cost cutting strategies to increase their profits by cutting costs.

6. The investments should be low at the beginning and increased thereafter if there is a hike in sales.

LIMITATIONS

LIMITATIONS OF THE STUDY

In every Research whether it is done at the lower level or at the upper level, It consists of some limitations. During my research, I have also faced some limitations. These are stated as under:

Availability of Time: - For conducting a research one should have the availability of time so that he should provide time to the research. As I am a student so it was impossible for me to provide time.

Small sample Size: - The sample that I have taken was not enough. It does not represent the whole set of population.

Biased Responses: - Some respondents were not cooperative, I found biased responses from them, they were taking the things in a wrong manner.

Limited Area: - The sample which is taken in the record is from the very small area as compared to large population town. So there may be deviation due to this sample.

Lack of Experience: - Lack of experience was also a big limitation in this as I was not a trained person in this.

Budgetary Constraints:- I was also lacking in budget which is essential for getting the responses from the respondents.

CONCLUSION

CONCLUSION

The following conclusions can be drawn from the findings and analysis of the survey conducted:

The competition is really hiking up in the yamunanagar apparel market. The unbranded stores like shoppers stop are grabbing a major share of the customers. Majority of the store owners are striving for the survival and very few stores are enjoying handsome profits and growth.

The marketing strategies utilized by the store owners are usually the one which are preferred by their parent company. Very few of them are using the promotion of their own. Basically sales promotion schemes are mostly used by these store owners.

The market has a major share of young customers. They are always looking for latest fashion and trends to keep them in pace with the moving world. The store owners do not offer a wide range of variety in their assortment. Due to the previous stock, store owners are reluctant to order a new stock.

Assortment planning and budgetary control holds the key to the future success of store owners. In order to fully obtain the benefits of their business, they will have to improve the variety and customer perception as a whole.

BIBLIOGRAPHY

BIBLIOGRAPHY

BOOKS:-

1. Kothari, C.R, Research methodology, methods & techniques, new age

international ltd. Publishers, Second edition, P.no27-42.

2. Gupta, S.P. Statistical methods and techniques, Sultan Chand & Sons.

Educational Publishers, New Delhi,P.no237-241,628-629

3. Strategic brand management, entrepreneurship, Kevin k Keller.

MAGAZINES:-

1 Article by G.Madhawan, Indian Journal of Marketing, July 2007.

2 Article by S.Ramakrishnan, Indian Journal of Marketing, August 2008.

WEBSITES:-

1. www.icmrindia.org/casestudies/catalogue/Business%20Reports/BREP018.htm

2. www.fibre2fashion.com/news/association-news/msme/newsdetails.aspx? news_id=40680

3. www.tradeindia.com/manufacturers/indianmanufacturers/branded-apparels.html

4. www.clickindia.com/search.php?q=branded+apparels

5. www.mapsofindia.com/sponsors/fashion-and-textile/apparel-designers-india/

ANNEXURE

QUESTIONNAIRE

I am doing a survey and this survey is being conducted in lieu of the partial fulfillment of dissertation for the degree of MBA and means no business . In this regard I wish to avail your kind cooperation.

Q 1: What are your current monthly sales?

A1: 50,000-1, 00,000 1, 00,000-1, 50,000

1, 50,000-2, 00,000 Above 2, 00,000

Q 2: What profit margin do you keep in sales?

A2: 0-10% 10-15%

15-20% 20-25%

Q 3: What kind of customers do you serve?

A3: Rural Urban Both

Q 4: Which age group customers do you serve more?

A4: Children Youngsters Middle aged Old

Q 5: Is your investment justified with your profits?

A5: Yes No Almost

Q 6: What kind of pricing strategies do you adopt?

A6: Predatory pricing

Market skimming

EDLP

According to market demand

Q 7: What kind of promotion mix are you using?

A7: Print media

Advertisements

Pomphlets, Banners

Events

Sale promotions

If any other …………………………

Q 8: What kind of product range do you offer?

A8: Kids wear Gents clothing

Women’s wear Both men & women clothing

Q 9: Do you have more than one branch in the surrounding area?

A9: Yes

No

Planning to open

Q 10: Are you satisfied with your sales?

A10: Highly satisfied

Satisfied

Dissatisfied

Highly dissatisfied

Q 11: Are you satisfied with the facilities provided to you by the company ?

A11: Highly satisfied

Satisfied

Dissatisfied

Highly dissatisfied

PERSONAL PROFILE

a) NAME ………………………………………………………..

b) PLACE ………………………………………………………..

c) AGE

i. 18-27

ii. 28-42

iii. 43-57

iv. 58-above

d) SEX

i. Male

ii. Female