final

Executive summary

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, ITES,

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, Raymond’s India Ltd etc. knowing about their products and their brands.

The well known brands like in India are Louis Philippe, Van Heusen,

Arrow, Allen Solly, Park Avenue, black berry, and Color Plus

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 extension

Brand extension

New Multi 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).

The following questions could be asked:

• Here is a list of brand (ads, logos). Do you remember having seen this brand (ad, logo) before (yesterday/last month)? 3

• Complete the following words: NI_E; L_R_L_; B_A_A

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).

Design of study

Statement of problem

A study on Brand Preference and Acceptability of Branded Readymade Formal Men’s wear.

Objective: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

Scope of the study

This study is mainly aimed at identifying the various brands in men’s

garments and its awareness and acceptance level which in turn can help this

industry to design suitable marketing strategies.

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 Bangalore 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.

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.

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 behavior

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%.

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.

KamaSutra

The premium condom brand with the unique 'for the pleasure of making love'

positioning in textured & flavored variants.

Premium

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

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

Color Plus

Premium casual wear brand in high quality natural fabrics like cotton and

linen, in superior mixed and performance oriented weaves.

Data Analysis & Interpretation

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

40 > [ ]

Respondent’s classification based on AgeTable - 1

Source: - Primary Data

Graph - 1

Inferences: - The majority of the respondents were in the age group of 20 – 30

Profession:-

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

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

E) Others please specify___________

Table - 2


Graph - 2

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

Respondents Classified According To The Profession

ProfessionNo of

RespondentsPercentage

Student 26 26%

Salaried 24 24%

Professional 21 21%

Business class 39 39%

PROFESSION

student

slararied

professional

business class


Graph - 3

MONTHLY INCOME

< 10,000

10,000 - 20,000

20,000 - 30,000

30,000 >

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

Respondents Classified According To The Income

Monthly incomeNo of


< 10,000 16 16%10,000 - 20,000 43 43%20,000 - 30,000 22 22%30,000 > 19 19%

Respondents classification according to their qualification

Educational qualification

No of Respondents

Percentage

Graduate 34 34%post - graduate 28 28%others 38 38%


Graph - 4

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%

Martial status:- Married [ ] un-married [ ]

Table - 5

Respondents Classified According To The Martial Status

Marital statusNo of


married 5858%

un-married 4242%

EDUCATIONAL QUALIFICATION

graduate

post - graduate

others


Graph - 5

MARITAL STATUS

married

un-married

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

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”

Table -7

Comparison of age and frequency of purchase

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

Source: - primary data

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

Level of preference

Level of preferenceNo Of

Respondents Percentage

Very high 16 16%

High 14 14%

Moderate 44 44%

Low 16 16%

Very low 10 10%


Graph - 8

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

Reason Frequency PercentagePerfect 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%


LEVEL OF PREFERENCE

very high

high

modrate

low

very low

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

TA

GE

OF

RE

SP

ON

DE

NT

S

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

Do you prefer branded formal wearDo you prefer

branded formal wear No of respondents

yes 84

No 16


Graph - 10

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

Various brands

Tick

Louis Philippe

Van Heusen

Allen Solly

Peter England

Excalibur

Arrow

Indigo Nation

Scullers

Color Plus

Parx

Park Avenue

Brand Awareness Level Of Respondents Various Brands No Of Respondents

Louis Philippe 84Van Heusen 84Allen Solly 84Peter England 84Excalibur 84Arrow 84Indigo Nation 84Scullers 84ColorPlus 84Parx 84Park Avenue 84

Do you prefer the branded garments

84

16

yes

no


Graph - 11

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 - 12Who Influences To Buy Branded Formal Men Wear

wife 10

Other family members 18

friends 22

Brand Awareness Of The Respondents

8484848484848484848484

0 20 40 60 80 100

Louis Philippe

Allen Solly

Excalibur

Indigo Nation

ColorPlus

Park Avenue

va

rio

us

bra

nd

s

NO OF RESPONDENTS

Colleagues 13

None 9


Graph - 12

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.

Table – 13

Comparison of occupation with influencing factors

Student Salaried ProfessionalBusiness

classWife 4 3 3

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

Colleagues 13None 8 1


10

1822

139

0

5

10

15

20

25

wife otherfamily

members

friends colleages none

Graph - 13

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

Various SourcesNo of

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

Friends 32 38%

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


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

Graph - 14

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

Exclusive showrooms [ ]

Factory outlets [ ]

Other Retail out lets [ ]

Table –15


Graph - 15

Inferences: - 39 of the respondents like to purchase for the factory retail

outlet. Where 30 of them like to purchase the branded to purchase from the

Exclusive Showroom. And very few that is 15 of them like to purchase from

other retail outlet

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

Table – 16

Nature of the out let purchasing

Exclusive showroom 30

Factory retail outlets 39

Other retail outlet 15


Graph – 16

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.

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

Yes [ ] No [ ]

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

Design

Comfort level

Fabric

Range

Brand Name

Value for money

Table - 17


Graph - 17

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.

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

Yes [ ] No [ ]

Table - 18

.

Awareness Of The Retail Brands

Retailer brandsNo of


Yes 64 64%

No 20 20%

Awareness Level of the Respondents towards Manufacturers of the Branded

GarmentsManufactur

er of the brandsNo of

Respondents

Yes 26

No 58


Graph - 18

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.

Calculation of CHI-Square Test:-


Ho =There is no relation between the income level of the individual and their

< 10,00010,000 – 20,000

20,000 - 30,000 30,000 > Total

Very High 0 0 12 4 16High 0 0 4 10 14Moderate 4 28 4 8 44Low 2 12 0 2 16Very low 0 8 2 0 10

6 48 22 24 100

Preferences level towards the branded garments

H1 = There is relation between the income level of the individual and their Preferences level towards the branded garments

O E O-E (O - E)2(O - E)2 /

E0 0.96 -0.96 0.9216 0.960 7.68 -7.68 58.9824 7.68

12 3.52 8.48 71.9104 20.4290914 3.84 0.16 0.0256 0.00666670 0.84 -0.84 0.7056 0.840 6.72 -6.72 45.1584 6.724 3.08 0.92 0.8464 0.2748052

10 3.36 6.64 44.0896 13.1219054 2.64 1.36 1.8496 0.7006061

28 21.12 6.88 47.3344 2.24121214 9.68 -5.68 32.2624 3.33289268 10.56 -2.56 6.5536 0.62060612 0.96 1.04 1.0816 1.1266667

12 7.68 4.32 18.6624 2.430 3.52 -3.52 12.3904 3.522 3.84 -1.84 3.3856 0.88166670 0.6 -0.6 0.36 0.68 4.8 3.2 10.24 2.13333332 2.2 -0.2 0.04 0.01818180 2.4 -2.4 5.76 2.4

Degrees of freedom = (Rows -1) X (columns - 1)

= (4 – 1) X (5 – 1) = 3 X 4 = 12

Level of significance = 0.05

Table value = 21.03

Test Results = Reject Null Hypothesis

Conclusion: - There is significant relationship between the income level and Branded Garments

X 2 = 70.037633

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

http://www.indiainfo.com/

http://www.myiris.com/

http://www.google.com/

http://www.fashion2fabric.com/

http://www.raymondsindia.com/

http://www.mudharagarments.com/

http://www.arvindmills.com/

final

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