research report on kazo

Pearl Academy, New Delhi

Fashion Marketing and Retail Management (FMRM) (2014-2018)

Research Methods 2

To study the effect of promotional strategies of Kazo on consumers

Submitted to-

Mrs. Vasundhra Gupta/ Mrs. Usha AggarwalFaculty of Pearl Academy

Submitted By-

Nikita Singhal, Harshita Chutani and Sakshi Gupta

Date of Submission- 5th may,2015

Table of Contents1. Executive Summary2. Background Study2.1 Origin2.2 Working of Kazo in India2.3 Marketing Mix2.3.1. Price2.3.2 Place2.3.3 Product2.3.4 Promotions2.4. SWOT analysis2.4.1. Strengths2.4.2 Weakness2.4.3 Opportunities2.4.4. Threats2.5 Competitor Analysis2.6 Primary Study2.7 Problem Statement2.7.1 Research problem3. Literature Review3.1 Understanding the term brand3.2 Consumer Market3.2.1 Consumer3.2.2 Consumer Behaviour3.2.3 Consumer Behaviour towards Apparel Brands3.3 Marketing Strategies3.3.1 Understanding your clients3.3.2 Developing Finanical Goals3.3.3 Strategic Planning3. 4. Promotion Mix3.4.1 Advertising3.4.2 Sales Promotion3.4.3 Personal Selling:3.4.4 Public Relations3.5 Techniques of Promotional Strategies3.6 Advertising and its Effects3.6.1 Advertising and Brand Awareness3.6.2 Advertising and Consumer Behaviour3.6.3 How does Advertising affect consumers?3.7 Knowledge Gap4. Research Methodology4.1 Research Objective4.2 Research Design4.3 Data collection method4.4 Data Collection Tool4.5 Sample Design4.5.1 Sampling Frame4.5.2 Sampling Unit4.5.3 Sample Size4.5.4 Method of sampling4.5.5 Sample4.6 Data Analysis Tools

5. Data Analysis and Findings6. Conclusion7. Recommendation8. Referencing9. Bibliography10. Annexure

Executive summaryKazo is a fashion retailer that came into being with a simple aim of amalgamating creative international trends and fashion at a value that would suit the requirements of todays youth. Due to the high wear-ability and high street fashion trends, Kazo has been able to make an enviable reputation for itself in a short span of time.The research report has been done keeping in mind the Indian operation of Kazo Ltd. This report provides an analysis of the brand perception of KAZO customers. It suggests hosts of marketing strategies and promotional activities that help a brand to grow.The observation includes the analysis on Customer loyalty program, quantity and quality of collection, the display of designs and various other details. The report finds the prospects of the company in its current position are not positive. According to the primary and secondary study conducted, there are two major problems faced by Kazo. The first problem is that Kazo is not able to connect with its consumers. The second problem encountered was that Kazo has no promotion strategy. The major areas of weakness require further investigation and remedial action by management. Recommendations discussed include: Frequent addition of new designs and information about it through sales staff, online blogs or SMSs should motivate customers to come back to stores more frequently. KAZO needs to invest on several ATL for branding & BTL activities to target its potential customers. A few of the customers specially mentioned the need for frequent change of design on mannequin as that gives an idea of the collection inside.

Chapter 2:Background Study

2.1 OriginGiving every woman a chance to live their life confidently and to feel great about them, Kazo launched its first store On July 7th, 2007. Kazo is an in-house brand of B.L. International. It came into being with a simple aim of amalgamating creative international trends and fashion at a value that would suit the requirements of todays youth. Due to the high wear-ability and high street fashion trends, Kazo has been able to make an enviable reputation for itself in a short span of time. Kazo has huge design studios in Milan, Spain, Paris and London and New Delhi. The designers of Kazo follow the fashion trends of the runway of Milan, Paris and London which are the genesis of fashion hub. 2.2 Working of Kazo in IndiaKAZO is committed to deliver your order with good quality packaging within given time frame. We ship throughout the week, except weekends and Public holidays. To ensure that your order reaches you in good condition, in the shortest span of time, we ship through reputed courier agencies only. At this time there are few locations where our logistic partners dont have reach and therefore, we may not be able to service your order. How are the delivery charges calculated?They charge a flat shipping charge of Rs 100 for all orders below Rs 2,000. Orders above Rs 2,000 are shipped free of cost. How long does it take for an order to arrive?Orders received till 9:00am will be dispatched on the same day. Orders received after 9.00am or on non-working days will be dispatched on the next working day. Most orders are delivered within 3 to 7 working days depending on the location of delivery. Delivery will be done only at the address as mentioned by you at the time of placing the order. What if the product received is in damaged condition?If a person thinks, they have received the product in a bad condition or if the packaging is tampered with or damaged before delivery, they should refuse to accept the package and return the package to the delivery person. The customer should call the customer care number or email them mentioning the Order ID. The responsible authorities will personally ensure that the issue is satisfactorily resolved. He conceptualized sales and marketing plans to redefine trends in fashion. Motivated by this vision coupled with his zeal for work, Mr. Aggarwal through the KAZO has rendered high quality service, resulting in brand loyalty. His determination inspires the team to position his businesses as the pioneer in high fashion industry. By combining skillful management, innovative and modern technology, Mr. Aggarwal inspires the team to achieve new milestones and improve performance graphs.Mr. Aggarwals belief in professionalism has led him to build a core team of experts from in all aspects of brand retail. The team has been carefully selected to carry forward his ambitious vision. With the growing popularity of the brand and its aggressive expansion, Mr. Aggarwal continually motivates his team to set new performance benchmarks and be proactively involved in all activities pertaining to the growth of the company. His leadership and management skills are iconic and will continue.2.3 Marketing Mix- (Price, Product, Promotion & Place)2.3.1 Price-Kazo is a young international brand that has made its way into the centre of the fashion industry within a short span of time. The idea of Kazo came into being with the aim of amalgamating international trends and fashion at a value that is affordable for the women of today. The main asset of the collections is that it is highly affordable which enables customers an access to the latest designer wear, giving a chance to every women to feel great in her skin, right to her soul. The prices it offers for its fine quality product are neither too high nor too low and are pretty well accepted by the customers. The price range for Kazos product range is given below-

Product RangePrice Range

Kazo TrendyRs. 1000-Rs.3000

Kazo EveningRs.2500-Rs. 5000

Kazo LimitedRs.4000-Rs. 6000

Kazo BasicRs.600-Rs.2700

Kazo MenRs.1000-Rs. 4000

2.3.2 RETAIL PRESENCE PlaceEBOs Delhi/NCR 6 showrooms Westgate Mall, Raja Garden Select City Walk Mall, Saket Ambiance Mall, Gurgaon Great India Place, Noida Greater Kailash I DT Mall, Gurgaon

Mumbai 4 showrooms Juhu Tara Road, Juhu Mega Mall, Inorbit Mall, Vashi Oberoi Mall

Punjab 2 showrooms Ludhiana Amritsar Bangalore 1 showroom Hyderabad 1 showroom SISs Ritu Wears Rohini Lajpat Ngr Jallandhar Amritsar Forum Bangalore Central Bangalore India Bulls - Pune Ebony Amritsar Chandigarh Faridabad Ludhiana 2.3.3 Product Range-KAZO Trendy, KAZO Evening, KAZO Basic, KAZO Men and KAZO Limited are the ranges of KAZO that are from chic and youthful to glamorous and glitzy to please not only naughty teens, professionals and the coveted diva but also men. KAZO TRENDY

The name speaks for itself- this range is chic, youthful with a dash of vulnerability. Specially designed to ring out sheer fun element in the lives of young girls between 15- 25. Attires under this collection are a toast to vivacity of a woman who constantly alters her wardrobe and thrives on variety. KAZO EVENING

For that special evening, with glitz and glamour, KAZO has its designer evening wardrobe that will give you a complete look of the diva. Those entire women between 15 and 35, finds it one stop for that impeccable fit and ethereal design. Whether its a party, an evening with friends or a date with your beloved, KAZOs designer wear will prepare you to walk the face of the earth with poise.

KAZO LIMITED

Very limited, specially designed, oodles of attitude, charm, poise and style thatll take the breath away are the bona fide characteristics of a KAZO limited collection. From 20-35, the collections under KAZO accommodate one and all enabling every woman to mesmerize the world. If parties are your haunt and distinctiveness your covet then KAZO is your ultimate stop.

KAZO BASIC

Office wear was never so trendy before the launch of KAZO that has created a unique collection of the women of today who aims at leaving a mark wherever she goes. Office wardrobes from KAZO is a must have if style and profession goes hand in hand for you.

KAZO MAN

The Autumn/Winter collection of 2009 saw another addition to the existing range of KAZO. It was the time when KAZO entered the mens collection. Trendy, stylish, casual and colorful are some of the attributes in the collection. Though its only available at select stores right now, KAZO plans to increase the mans collection to its entire store.2.3.4 PromotionsKazo Fashion maintains a huge potential exists in social networking websites and that the company has taken to it very seriously. Kazo hosts a lot of campaigns online to attract customers, and has a presence on Twitter and Facebook by conducting on ground activities with the help of social media. Given the huge interest on social media, the company is looking to launch Kazo stores in Italy, France and England soon. The company, which is concentrating on social media and digital marketing to achieve growth, regularly updates its promotions and marketing features on its Facebook page. 2.4 SWOT analysis2.4.1 Strength Lesser price as compared to competitors Stores at main locations in the mall Very high degree of customer loyalty2.4.2 Weakness Low level of brand awareness Non availability of sizes Limited variants in color No incentive for repeat purchase2.4.3 Opportunities Increase in demand of brands in middle east Increase in disposable income of people People are becoming brand conscious Growing domestic market2.4.4 Threats Predominance of unorganized sector Increased competition Cheaper imports Change in government policy of FD

2.5 CompetitorsMango, Zara, Sisley is the major competitors. Kazo use to supply to these brands before opening up its retail store. The price range is a weakness for Mango in the Indian market when compared with its competitors like Kazo,Promod, Zara. The French fashion brandPromodhas cut costs but Zara and Kazo are comparatively lower priced than Mango.

ZARAKAZOMANGO

It provides apparels at/with minimum starting range of Rs. 1000 Zaras average sales are around Rs. 50,000 It brings in new products every fortnight Much wider range of styles Generates more footfalls Has good awareness of the brand It provides apparels at/with minimum starting range of Rs. 1200 Kazos average sales are about Rs. It brings in new products Good range of designs and styles Generates lower footfall Has lower awareness of the brand

It provides apparels with a minimum starting range of Rs. 1500 Mangos average sales are around Rs. 40,000. It brings in new products Wide range Has good awareness of the brand

2.6. Primary Study

A brand visit was also conducted where in the promotional strategies of the brand were studied. The field study was conducted in Pacific mall and Selectcity walk, New Delhi. It was noticed that Kazo had very few retail promotions. We also used observation method. It was noticed that most of the customers came just to have a look at Kazos products. The primary Study was also conducted with the help of Unstructured and structured data collection tools i.e. Interviews and Questionnaires respectively.

2.7 Problem StatementAccording to the primary and secondary study conducted, there are two major problems faced by Kazo. The first problem is that Kazo is not able to connect with its consumers. The second problem encountered was that Kazo has no promotion strategy. 2.7.1. Research ProblemThe main problem being encountered by Kazo is that it is not able to connect with its customers as it has unsatisfactory promotion strategy.

Chapter 3:Literature Review

Consumers are evolving entities. Their aspirations and expectations are continuously changing. Todays shoppers are more intelligent, discerning and tuned to their individual preference. They are increasingly brand and fashion conscious and select labels which define who they are or who they want to be. The biggest challenge for all the brands is to create loyal customers who love them. With rapid growth in disposable incomes Indian consumer markets are changing fast. And therefore Apparel and fashion industry in India is in its growth stage. In such a scenario, it is very essential to study how consumers make their choices in Apparel & Fashion category where there are several brands in the consideration set of a consumer. Brands build customer loyalty by delivering excellent value which includes styling, durability, quality fabrics, and consistent fit. To the consumer, a brand name represents familiarity, consistency, and confidence in performance. 3.1 Understanding the term BrandA brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product, service, or concept. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names. A company's brands and the public's awareness of them is often used as a factor in evaluating a company.A brand connects the four crucial elements of an enterprise- customers, employees, management and shareholders. Brand is nothing but an assortment of memories in customers mind. Brand represents values, ideas and even personality. It is a set of functional, emotional and rational associations and benefits which have occupied target markets mind.Some examples of well known brands are Mc Donalds, Mercedes-Benz, Sony, Coca Cola, Kingfisher, etc. (Lee, 2015).Fashion must have value and purpose and should truly resonate in the industry. Strong brands with consistent powerful messages can create loyalty and a sense of worth that transcends the burden of choice. It also nourishes industries with high research requirements due to its present characteristics: Fast mutation of its specificities Obsolescence of the product The understanding of consumers desires, behaviour, and of purchase process of fashion products is extremely important to design products collections as well as to placement of these products in market.

3.2 Consumer Market3.2.1 about the ConsumerConsumer is an individual whobuysproductsorservicesforpersonaluse and not for manufacture orresale. A consumer is someone who canmakethedecisionwhether or not to purchase an item at thestore, and someone who can be influenced bymarketingand advertisements. Any time someone goes to a store andpurchasesa toy, shirt, beverage, or anything else, they aremakingthat decision as a consumer. (Mawen, 2001)Consumersplay a vital role in theeconomic systemof anation. Withoutconsumer demand,producerswould lack one of the key motivations to produce:to sellto consumers. Theconsumeralso forms part of thechain of distribution.For example: Atul might purchase a cap for his son or Sonam might buy a skirt for herself. In the above examples, both Atul and Sonam are consumers. (Naureman, 2006)3.2.2 Consumer behaviour Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions. Marketers expect that by understanding what causes the consumers to buy particular goods and services, they will be able to determinewhich products are needed in the marketplace, which are obsolete, and how best to present the goods to the consumers. (Ehrenberg, 2005)The study of consumer behaviour assumes that the consumers are actors in the marketplace. The perspective of role theory assumes that consumers play various roles in the marketplace. Starting from the information provider, from the user to the payer and to the disposer, consumers play these roles in the decision process. The roles also vary in different consumption situations; for example, a mother plays the role of an influence in a childs purchase process, whereas she plays the role of a disposer for the products consumed by the family.( Naureman, 2015)3.2.3 Consumer behaviour towards Apparel Brands The Indian customer has undergone a remarkable transformation. Just a decade or two ago, the Indian customer saved most of his income, purchased the bare necessities and rarely indulged himself. Today, armed with a higher income, credit cards, exposure to the shopping culture of the west and a desire to improve his standard of living, the Indian consumer is spending like never before. Organized retail with its variety of products and multitude of malls and supermarkets is fuelling their addiction. Most customers preferences change according to the change in fashion.(Sundarraj, 2015).A key challenge for apparel retailer in India is to induce customer to purchase quickly, which means sales promotion tactics are important, including end of season sales, festival promotion and special events.There is an increasing shift from price consideration to design and quality, as there is a greater focus on looking and feeling good (apparel as well as fitness). At the same time, the new Indian consumer is not beguiled by retailed products which are high on price but commensurately low on value or functionality. There is an easier acceptance of luxury and an increased willingness to experiment with mainstream fashion. This results in an increased tendency towards disposability and casting out -from apparel to cars to mobile phones to consumer durables. The self-employed segment of the population has replaced the employed salaried segment as the mainstream market. 40% of primary wage earners in the top 2-3 social classes in towns with a population of 1 million or more are self employed professionals and businessmen. This has driven growth in consumption of productivity goods, especially mobile phones and two and four-wheelers. Finally, credit friendliness, drop in interest rates and easy availability of finance have changed mindsets. Capital expenditure (jewellery, homes, cars) has shifted to becoming redefined as consumer revenue expenditure, in addition to consumer durables and loan credit purchases.Some of the interpretations of what a consumer preference is, are given below - Elling (1984) explained consumer preference as that character of a consumer which, when the product preferred by him was not available with one dealer, made him to walk to other dealer for the same product. The way consumer is fulfilled or unhappy about a product after his purchase is called as customers preference. Once the customer likes the product there are more chances of purchasing it again. Domestic brands have also stepped into the market with different variety of products according to the region and culture. Brands are expanding their presence from urban market to rural market to reach the consumers. In the past consumers were not provided with comprehensive list of products and so there were no special preferences. In todays context, there is wide range of variety and brands for the consumer to choose and hence the preferences of consumer have a wider importance. It was sellers market during 1990s and now its buyers market. (Oliver, 1999).

3.3 Marketing Strategies

Promotional and marketing strategies are often first brainstormed and written as part of an organization's marketing plan. If your small business doesn't have a marketing plan, you should seriously consider developing one. Most marketing plans include the current or expected strategies you have for your products, the price points of those products, how you intend to distribute the products, and your advertising and marketing tools. A marketing plan is also important for developing a promotional strategy as it helps your business identify its target markets and to set measurable goals. It is vital to the success of the organization that you implement a marketing plan that aims for growth and positive change in the bottom line.3.3.1 Understanding your clients- Promotional and marketing strategies can also assist your business in understanding and connecting with clients and customers. If your marketing plan is loosely structured, you might not have much success at targeting products to the "right" demographics. Having a solid and well-thought-out marketing plan can help you identify gaps in the marketplace and provide feasible solutions for your clients. If you operate an ice cream business in a neighbourhood where no other ice cream shops exist, it might be easier to attract clients than in a town where there are other ice cream options. In this case, understanding that your clients want sprinkles and waffle cones might help you sell more ice cream and keep your customers coming back for more.3.3.2 Developing financial goals-Promotional and marketing strategies are also important for guiding your business into the development of financial goals. Financial goals are two-fold: They are related to your sales targets and also to your expenses budget. Sales targets are initially set as part of the marketing plan but might change over time according to changing market conditions, increases in product price, or increases or decreases in consumer demand. Monitoring expenses is also part of financial goal development. If your business tends to spend more than it brings in, you'll have a serious problem maintaining long-term business viability. However, if the business is able to closely monitor its outflows, only spending what it absolutely needs to, you'll be better equipped to increase the profit margins.3.3.3 Strategic planning-Another important aspect of promotional and marketing strategies involves strategic planning. Strategic planning is a concept that encompasses marketing, promotion, sales, and financial goals and is essentially about developing goals for your business. Having a strategic plan for your business means that there is are plans in place to deal with both expected and unexpected situations. If you know that your mortgage will balloon by 5 percent next year, a strategic plan will outline how you'll increase sales or decrease expenses to meet this additional outflow. A strategic plan might also include solutions to "what-if" scenarios. This means having a plan B for months when profits are down or expenses are unusually high. Sales and promotional strategies are important here because they allow you to ramp up marketing and to increase the bottom line without sacrificing efficiencies or service. (Naureman,2015)3.4 Promotion Mix:

It refers to all the decisions related to promotion of sales of products and services. The important decisions of promotion mix are selecting advertising media, selecting promotional techniques, using publicity measures and public relations etc.(Kotler, 2003)There are various tools and elements available for promotion. These are adopted by firms to carry on its promotional activities. The marketer generally chooses a combination of these promotional tools. Following are the tools or elements of promotion. They are also called elements of promotion mix:3.4.1 Advertising:Advertisement can be defined as the paid form of non-personal presentation and promotion of idea, goods or services by an identified sponsor.It is an impersonal presentation where a standard or common message regarding the merits, price and availability of product or service is given by the producer or marketer. The advertisement builds pull effect as advertising tries to pull the product by directly appealing to customer to buy it.3.4.2 Sales Promotion:Sales promotion refers to short term use of incentives or other promotional activities that stimulate the customer to buy the product. Sales promotion techniques are very useful because they bring:(a) Short and immediate effect on sale.(b) Stock clearance is possible with sales promotion.(c) Sales promotion techniques induce customers as well as distribution channels.(d) Sales promotion techniques help to win over the competitor.3.4.3 Personal Selling:Personal selling means selling personally. This involves face to face interaction between seller and buyer for the purpose of sale.The personal selling does not mean getting the prospects to desire what seller wants but the concept of personal selling is also based on customer satisfaction.3.4.4 Public Relations:Apart from four major elements of marketing mix, another important tool of marketing is maintaining Public Relations. In simple words, public relations means maintaining public relations with public. By maintaining public relations, companies create goodwill.Public relations evaluate public attitudes; identify the policies and procedures of an organisation with the public interest to earn public understanding and acceptance.Public does not mean only customers, but it includes shareholders, suppliers, intermediaries, customers etc. The firms success and achievement depends upon the support of these parties for example, firm needs active support of middle men to survive in market, it must have good relations with existing shareholders who provide capital. The consumers group is the most important part of public as success of business depends upon the support and demand of customers only.3.5 Techniques of Promotional Strategies

Independent and small retail stores go through periods when daily sales receipts are down. To increase sales, attract new customers, and retain current customers, many retail stores implement various sales promotion techniques. While most business owners would love to sell products at full price all of the time, sales promotions have proven effective at increasing the overall bottom line in many retail stores.

An effective technique to increasing sales is to offer certain products at a steep discount, which are called loss leaders. The importance of loss leaders is the ability to draw new customers into your store. Most customers not only buy products that are steeply discounted, but also other products that are selling for regular price. Loss leaders are effective for selling overstocked items, increasing traffic into your store and building brand awareness.

Another sales promotion technique is to offer point-of-purchase items. These items are placed on the counter near the cash register. Many retail stores place items, such as jewelry and makeup, near the register. Customers often buy point-of-purchase items on an impulse. Many retail owners believe that point-of-sale products result in an increase in revenue.

Repeat customers are essential to the success of a retail business. One method to encourage customers to return is through reward programs made available to loyal customers. A more recent phenomenon is offering coupons to customers who Like the stores Facebook page. This not only leads to customers coming to your store to use the coupon, but also allows you to send messages to your customers through Facebook to keep them informed on new items & sales. Another option is to send a coupon or sale notification to all of its past customers that are on the stores email list. The incentives work well to build loyalty and repeat sales because customers have a previous history of shopping at the store are likely shop there again.

Offering free samples is a promotion method retail stores use to entice reluctant shoppers to make purchases. A free item offered in a promotion should be a low-cost, high-value item. A sample of a new perfume may be a good product to give away for some retail stores. It is important to strategically plan a free sample promotion. Some customers will purchase other items, while others will take the free sample and leave. If not executed in the proper manner, a free sample promotion campaign can cause your store to lose money.(Lange, 2005)3.6 Advertising and its effect

3.6.1 Advertising and Brand AwarenessNow it is very well known that since Brands are coming in by dozens, all one needs is the confidence to deliver, to just make it happen- by none other than advertising which forms a vast superstructure with an autonomous existence and an immense influence. Today there is general agreement that advertising objectives can be set around four broad themes:- The behavioral constructs generating trial purchases and store visit. Change in attitude and its measurement Positioning of the product and brand building. Creating awareness of new products and brands.Advertising is one of the most important cultural sign systems that reflect and mould our lives. It is an inevitable part of anyones life. Even if one does not read the newspaper or watches television it is impossible to escape the advertising images that pervade our surroundings, via hoardings, wall paintings, pop material or even the radio, cutting across all media but limited to none. It is true that Brand Awareness is one of the prime objectives of Advertising in the modern world. Advertising is the communication link between the seller and the buyer. It does not simply provide information about the products and services but is an active attempt to influencing people to action byan over appeal to reason or emotion. In other words, advertising does not end with the flow of information from the seller to the buyer; it goes further to influence and persuades people to action or belief. Advertising, being an integral part of promotion mix, is a part of the total marketing mix and it influences the sale of the products as do the other variables of the mix. Together with the product or brand, price, channel or distribution outlet and personal selling it attempts to achieve the marketing objectives. (Til, 2005)3.6.2 Advertising and Consumer Behaviour:-Relationship consumer behaviour is influenced by various factors, ranging from personal motivation, needs attitude and values, personality characteristics, socio-economic and cultural background, age, sex, professional status to social influence of various kinds exerted by family, friends colleagues and society as a whole. Each person has hi /her own standards of judgments and distinct behaviour in every aspects of his/her role as a consumer. But, at the same time, underlying the individual differences there are similarities which make it possible to explain behaviour of specific types or groups of people. A careful study of consumer behaviour provides the advertiser with deeper insight of his target segments, which in turn proves to be very valuable in strategic advertising decisions, especially in defining the target markets and creating the advertising appeal and message. (Naureman, 2015)3.6.3 How does Advertising affect consumers?Advertising, along with a number of other factors like price, distribution, sales force, packaging, product features, competitive actions and changing buyer needs and tasters influence sales isolating the effects of advertising is extremely difficult. Advertising might attract buyers who will be loyal customers for many years to come or might start the development of positive attitudes or brand equity that will culminate in purchase much later. Advertising influences consumer and his decision making in a number of ways. It not only educated him about his problems or needs, provides required information and assists him in comparing the various alternatives and arriving at final decision. As it is a cyclical process, it also has impact over the post purchase behavior of the consumer. Often, the consumers are either not aware of their needs or are confused about their problems. To them, advertising provides clues; therefore advertising provides the consumer motives to purchase the advertised product. (Lange, 2005)As in the present scenario the strategy is to keep on changing or improving the product. As in the present scenario the strategy is to keep on changing or improving the product or its features, it becomes imperative top inform the consumers about the minor innovations and the way it can solve their problems the problems which the consumers feel and is at the surface or the problems which had not captured the attention of the consumers. Advertising also provides the necessary support after the consumer has made the purchase. If the consumers experience dissonance or discomforts Moving to their purchase decision, then advertisement reduce this feeling of discomfort by providing information on the products attributes. It is even more necessary to neutralize the impact of the advertisements of rival brands. Keeping the above facts in view an attempt has been made to find out whether advertising has an impact on brand awareness and preference on mens garment in the study area of Navi Mumbai, has also experienced the sift in mens shopping pattern and methodology used as the city wittiness significant economic, demographic, social cultural development. People of this city are customizing themselves to the fashion revolution and men are a major contributing factor and greatly affected by the same as well. New avenues are reshaping and redirecting the general marketing/shopping culture prevalent. Navi Mumbai is the world's largest planned city. 3.7 Knowledge GapPromotion is a very important aspect to maintain a brands position in the marketing sector. It helps the brand to connect with people. Without business promotion companies will have no substantial growth and low visibility in the market. This is what lacks in Kazo. This affects their sales as it fails to connect with people.

4. Research Methodology4.1 Research ObjectiveTo analyze the effect of promotional strategies of Kazo on the consumers.4.2 Research DesignThe design of the research conducted is Causal in nature since the study includes cause and effect relationship between Consumer behaviour and promotion strategy of Kazo. Causal research Design finds the relationship between two variables. As the effect of promotion strategy on customers is being analyzed, the research objective itself shows that it is Causal Research design. 4.3 Data collection methodThe data has been collected with the help of Primary and Secondary Data to execute the result.4.4 Data Collection ToolThe data has been collected with the help of following data sources-Primary Data Sources- Interviews, QuestionnairesSecondary Data Sources- E-books, Websites, Journals4.5 Sample Design4.5.1 Sampling FrameThe research is conducted on Fashion Conscious Women as the research is based on a fashion brand.4.5.2 Sampling UnitThe research is conducted on Fashion Conscious Women in Delhi as Delhi is the most accessible area.4.5.3 Sample SizeThe data has been collected from 100 respondents.4.5.4 Method of samplingThe research is conducted through judgmental non probability sample because respondents have been handpicked from the population based on their awareness about the brand Kazo.4.5.5 SampleThe research is conducted on Women in Delhi falling under the age group of 18 to 30 years of age.4.6 Data Analysis ToolsThe data has been analyzed with the help of statistical tools like Annova and chi square. The data analysis has been performed with the help of the software- Statistical Package for Social Sciences (SPSS).5. Data Analysis and Findings5.1 Gender of the respondents Vs the brand aspects:-

(Annova test applied)

It was interpreted that-

1. Most of the females prefer the fabric of Kazo products more.

2. Most of the females prefer for the designs of Kazo more.

3. Most of the females prefer for the variety of Kazo products more.

4. Most of the females prefer for the display of Kazo products more.

5. Most of the females are satisfied with the prices that Kazo offers.

6. Most of the males prefer for the music played in Kazo stores.

7. Most of the females are satisfied with the staff etiquettes.

8. Most of the females are satisfied with the visual merchandising of the brand Kazo.

Since the results for all the above observations were more than 0.05, the hypothesis is rejected.

This might be because most of the respondents were not true while filling up the questionnaires.

5.2. Age of the respondents Vs the Brand aspects:-


1. Most of the respondents falling in the age group of 18-21 years prefer the fabric of Kazo products more.

2. Most of the respondents falling in the age group of 26-29 years prefer the designs of Kazo products more.

3. Most of the respondents falling in the age group of 26-29 years prefer the variety of Kazo products more.

4. Most of the respondents falling in the age group of 22-25 years prefer the display of Kazo products more.

5. Most of the respondents falling in the age group of 26-29 years are satisfied with the prices that Kazo offers.

6. Most of the respondents falling in the age group of 18-21 years prefer the music played in Kazo stores.

7. Most of the respondents falling in the age group of 22-25 years are satisfied with the staff etiquettes in Kazo stores.

8. Most of the respondents falling in the age group of 26-29 years are satisfied with the visual merchandising of the brand.



5.3. Marital status Vs the brand aspects:-


1. Most of the respondents who are single prefer the fabric of Kazo products more.

2. Most of the respondents who are neither single nor married (hence others) prefer the designs of Kazo products more.

3. Most of the respondents who are married are satisfied with the variety that

Kazo provides.

4. Most of the respondents who are single prefer the display of Kazo products.

5. Most of the respondents who are married prefer the prices offered by Kazo.

6. Most of the respondents who are single prefer the music played in Kazo stores.

7. Most of the respondents who are neither single nor married (hence others) prefer the staff etiquettes of Kazo.

8. Most of the respondents who are single prefer the visual merchandising of Kazo stores.



5.4. Education level of the respondents Vs brand aspects:-


1. Most of the respondents who are graduates prefer the fabric of the brand Kazo more.

2. Most of the respondents who are graduates prefer the designs of the brand Kazo more.

3. Most of the respondents who have others as their education level prefer the variety that Kazo provides more.

4. Most of the respondents who are graduates prefer the display of Kazo products more.

Since the result for this observation was less than 0.05, it is accepted.

5. Most of the respondents who are graduates are satisfied with the prices offered by the brand Kazo.

6. Most of the respondents who are undergraduates prefer the music played in the stores of Kazo.

7. Most of the respondents who have others as their education level are satisfied with the staff etiquettes that Kazo provides.

8. Most of the respondents who have others as their education level are satisfied with the visual merchandising that Kazo has.

Since the results for all the above observations were more than 0.05, the hypothesis is rejected.(except for No.4)


5.5. Occupation of the respondents Vs the Brand aspects:-


1. Most of the respondents who fall in the category others prefer the fabric of Kazo products more.

2. Most of the respondents who fall in the category others prefer the

designs of Kazo products more

3. Most of the respondents who were businessmen, designers and self employed prefer the variety that the brand provides.

4. Most of the respondents who fall in the category others prefer the display of Kazo products more.

5. Most of the respondents who fall in the category others prefer the price of Kazo products more.

6. Most of the respondents who fall in the category others prefer the music

played in Kazo stores.

7. Most of the respondents who fall in the category others prefer the staff Etiquettes in Kazo stores.

8. Most of the respondents who fall in the category others prefer the visual merchandising of Kazo stores.



5.6. Income of the respondents Vs the brand aspects:-

It was interpreted that:-

1. Most of the respondents who have monthly disposable income of Rs.25000-35000 prefer the fabric of Kazp products more.

2. Most of the respondents who have monthly disposable income of Rs 5000 or below and who have a monthly disposable income of Rs.35000-45000 prefer the designs of Kazo products more.

3. Most of the respondents who have monthly disposable income of Rs.5000 or below prefer the variety that Kazo provides.

4. Most of the respondents who have monthly disposable income of Rs.35000-45000 prefer the display of Kazo products more.

5. Most of the respondents who have monthly disposable income of Rs.35000-45000 are satisfied with the prices that Kazo offers.

6. Most of the respondents who have monthly disposable income of Rs.35000-45000 prefer the music played in Kazo stores.

7. Most of the respondents who have monthly disposable income of Rs.5000 or below are satisfied with the staff etiquettes in Kazo stores.

8. Most of the respondents who have monthly disposable income of Rs.5000 or below are satisfied with the visual merchandising of Kazo stores.


This might be because most of the respondents were not true while filling up the questionnaires

CROSSTABS (Chi Square test applied) [Within the promotional activity

Kazo should implement]

5.7. Gender of the respondents Vs Promotional activity Kazo should implement.


According to most of the male respondents, Point based Purchase-Discounts is a better promotional activity that Kazo should implement.

WHILE, according to most of the female respondents, Exclusive membership-Fashion shows/Club nights/Kazo nights is a better promotional activity that Kazo should implement.

The above analysis is rejected. This might be because most of the

Respondents were not true while filling up the questionnaires.

5.8. Age of the respondents Vs Promotional activity Kazo should implement


According to most of the respondents who fall in the age group of 18-21 years, Exclusive membership-Fashion shows/Club nights/Kazo nights is a better promotional activity that Kazo should implement.

According to most of the respondents who fall in the age group of 22-25 years, Point based purchase-discounts is a better promotional activity that Kazo should implement.

According to most of the respondents who fall in the age group of 26-29 years, Exclusive membership-Fashion shows/Club nights/Kazo nights is a better promotional activity that Kazo should implement.

According to most of the respondents who fall in the age group 30 years and above, Newsletter- Fashion updates/store updates/fashion tips is a better promotional activity that Kazo should implement.

The above analysis is rejected. This might be because most of the respondents were not true while filling up the questionnaires.

5.9. Marital status of the respondents Vs Promotional activity Kazo should implement


According to most of the respondents who are single, Point based purchase-discounts is a better promotional activity that Kazo should implement.

According to most of the respondents who are married, Exclusive membership-Fashion shows/Club nights/Kazo nights is a better promotional activity that Kazo should implement.

According to most of the respondents who have opt others as their marital status, Newsletter- Fashion updates/store updates/fashion tips is a better promotional activity that Kazo should implement


5.10. Education level of the respondents Vs Promotional activity that Kazo should implement


According to most of the respondents who are Undergraduates, Exclusive membership-Fashion shows/Club nights/Kazo nights is a better promotional activity that Kazo should implement.

According to most of the respondents who are Postgraduates, Newsletter- Fashion updates/store updates/fashion tips is a better promotional activity that Kazo should implement

According to most of the respondents who are Graduates, Newsletter- Fashion updates/store updates/fashion tips is a better promotional activity that Kazo should implement.


5.11. Profession of the respondents Vs Promotional activity that Kazo should implement


According to most of the respondents who are Businessmen, Newsletter- Fashion updates/store updates/fashion tips is a better promotional activity that Kazo should implement.

According to most of the respondents who are students, Point based purchase-discounts is a better promotional activity that Kazo should implement.

According to most of the respondents who are Designers, Exclusive membership-Fashion shows/Club nights/Kazo nights is a better promotional activity that Kazo should implement.

According to most of the respondents who are Self-Employed, Newsletter- Fashion updates/store updates/fashion tips is a better promotional activity that Kazo should implement.

According to most of the respondents who have opt others as their profession, Point based purchase-discounts is a better promotional activity that Kazo should implement.


5.12. Monthly Disposable Income Vs Promotional activity that Kazo should implement


According to most of the respondents who have monthly disposable income of Rs5000 or below, Newsletter- Fashion updates/store

According to most of the respondents who have monthly disposable updates/fashion tips is a better promotional activity that Kazo should implement.

According to most of the respondents who have monthly disposable income of Rs5000-15000, Point based purchase-discounts is a better promotional activity that Kazo should implement.

According to most of the respondents who have monthly disposable income of Rs15000-25000, Point based purchase-discounts is a better promotional activity that Kazo should implement .

According to most of the respondents who have monthly disposable income of Rs25000-35000, Newsletter- Fashion updates/store updates/fashion tips is a better promotional activity that Kazo should implement.

According to most of the respondents who have monthly disposable income of Rs35000-45000, Newsletter- Fashion updates/store

updates/fashion tips is a better promotional activity that Kazo should implement.

According to most of the respondents whose monthly disposable income of Rs45000 or above, Exclusive membership-Fashion shows/Club nights/Kazo nights is a better promotional activity that Kazo should implement.


6. Conclusion Kazo needs to improve their display of products and focus more on visual merchandising. The most preferred medium of promotion i.e magazine, newspaper and radio ads are missing. Customers should be given a chance to become Exclusive member of the brand. Fashion shows and Kazo nights should be held in order to attract a large number of customers. 7. Recommendation KAZO needs to invest on several ATL for branding & BTL activities to target its potential customers. As the target market of Kazo is between the age group of 18 to 30 years of age, Kazo should implement its promotions in Coffee shops, Movie Theatres, Colleges, inside Malls. Monthly visits make up the maximum part of footfalls to the store, which eventually needs to be converted to either fortnightly or weekly visit. Frequent addition of new designs and information about it through sales staff, online blogs or SMSs should motivate customers to come back to stores more frequently. Nearly 50% of the customers were okay with the display of window, but almost a quarter of customers felt the need for improvement. A few of the customers specially mentioned the need for frequent change of design on mannequin as that gives an idea of the collection inside. Loyalty Programs can be used as an effective tool to retain customers and make them purchase more often. As the majority of customers are young, a good amount of respondents were also interested in membership or invites for events like Fashion Shows and KAZO nights. Once in a while even this option can be used to increase brand loyalty.

8. Reference Ehrenberg, A. et al (2006)When communication challenges brand associations: a framework for understanding consumer responses to brand image incongruity, Journal of Consumer Behaviour, 5(1), 32-42. Kotler, P. (2003). Marketing Management (11th ed.). New Jersey: Prentice Hall. Lange, Fredrik, Sjdin, Henrik, and Trn, Fredrik (2005), Effects of Ad-Brand Incongruency, Journal of Current Issues and Research in Advertising, 27(2), 1-12. Lee,T.S Leung C.S and Zhang Z.M Fashion Brand Image Marketing: Brand Image and Brand Personality[Online] Available from: file:///C:/Users/ILFS12/Downloads/paper.pdf [Assessed: February 17,2015] Mowen, J. C., & Minor, M. (2001). Consumer behavior: A framework (2nd ed.). Upper Saddle River, New Jersey: Prentice-Hall. Naureman,N Academia.edu.Consumer behaviour and marketing strategies[Online]9 Available from: https://www.academia.edu/6078770/CONSUMER_BEHAVIOR_and_MARKETING_STRATEGY_CONSUMER_BEHAVIOR_and_MARKETING_STRATEGY [Assessed: February 18, 2015] Oliver, Richard L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33-44. Sundarraj,K. Baba.hb. An investigation on consumer behavior and preferences towards apparel, purchase by Indian consumers [Online] Available from: http://bada.hb.se/bitstream/2320/9248/1/2011.9.7.pdf [Assessed: February 18, 2015] Till, Brian D. and Daniel W. Baack (2005),Recall and Persuasion: Does Creative Advertising Matter?, Journal of Advertising, Vol. 34 No. 3, 47-58.9. Bibliography http://www.mydigitalfc.com/my-brand/kazo-add-oomph-apparel-market http://www.vccircle.com/news/consumer/2014/05/28/women%E2%80%99s-apparel-brand-kazo-eyes-17m-private-funding http://www.kazo.com/aboutus/ http://www.thehindubusinessline.com/news/breaking-trends-indian-women-now-prefer-western-wear/article5966666.ece http://www.vintage-obsession.com/diwali-shopping-kazo-bangalore/ http://www.fashionunited.in/news/fashion/kazo-has-eight-store-launches-in-the-pipeline-260320135168 http://bada.hb.se/bitstream/2320/9248/1/2011.9.7.pdf https://www.academia.edu/6078770/CONSUMER_BEHAVIOR_and_MARKETING_STRATEGY_CONSUMER_BEHAVIOR_and_MARKETING_STRATEGY file:///C:/Users/ILFS12/Downloads/paper.pdf

AnnexureQuestionnaireWe are students of pearl academy conducting a survey on the Brand Kazo to understand its customer profile.

Q.1 Gender Female MaleQ2. Age 18-21 years 22-25 years 26-29 years 30 years and above Q3. Marital status Single Married OthersQ4. Education Undergraduate Postgraduate Graduate Q5. Profession Business Student Designer Self-Employed Others Q6. Disposable Monthly Income Below Rs. 5,000 RS. 5000-Rs 15,000 Rs. 15,000-Rs. 25,000 Rs. 25,000-Rs. 35,000 Rs. 35,000- Rs. 45,000 Above Rs. 45,000

Q7. Choose 3 words that best define your lifestyle- Modest Fashionable Independent Trendy Urban Conservative TraditionalQ8. How did you come to know about KAZO? Magazine ad Newspaper ad Word of Mouth Radio Browsing through the mall Promotions Q9. How many times do you visit KAZO? Every month Twice in a month Every 10 days Every week Q10. Which are the other brands you are most likely to visit while shopping? (You can choose more than one option) Zara Mango Promod Sisley Espirit Others_________________________ Q11.When you think of KAZO, first thing that comes to your mind is- Evening Wear Party Wear Casual Wear Accessories Others________________________________

Q12. How much would you rank the following aspects of Kazo?54321

Fabric

Design

Variety of designs

Display of products

Price Range

Music

Staff Etiquettes

Visual Merchandising

Q13. Which Promotional Activity attracts you the most? Television Ads Malls Radio Ads Magazines Newspapers Ads Theatres Ads Others ____________________________Q14. Where all have you seen Kazos promotions? Television Ads Malls Radio Ads Magazines Newspapers Ads Theatres Ads Others ____________________________Q15. Which of the following promotional activity do you want Kazo to implement? Point Based Purchase Discounts Newsletter- Fashion Updates/ Store Updates/ Style Tips Exclusive Membership- Fashion Shows/ Club Invites/ KAZO Nights Others____________________________

THANK YOU FOR YOUR TIME AND FEEDBACK

GET FILE='C:\Users\HEWLETT PACKARD\Desktop\stats work.sav'.DATASET NAME DataSet1 WINDOW=FRONT.DATASET ACTIVATE DataSet1.SAVE OUTFILE='C:\Users\HEWLETT PACKARD\Desktop\stats work.sav' /COMPRESSED.

SAVE OUTFILE='C:\Users\HEWLETT PACKARD\Desktop\stats work.sav' /COMPRESSED.ONEWAY Fabric Design Variety Display Price Music S.Ettiquetes V.Merchaniding BY gender /STATISTICS DESCRIPTIVES /MISSING ANALYSIS.

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Output Created09-APR-2015 10:04:28

Comments

InputDataC:\Users\HEWLETT PACKARD\Desktop\stats work.sav

Active DatasetDataSet1

Filter

Weight

Split File

N of Rows in Working Data File100

Missing Value HandlingDefinition of MissingUser-defined missing values are treated as missing.

Cases UsedStatistics for each analysis are based on cases with no missing data for any variable in the analysis.

SyntaxONEWAY Fabric Design Variety Display Price Music S.Ettiquetes V.Merchaniding BY gender /STATISTICS DESCRIPTIVES /MISSING ANALYSIS.

ResourcesProcessor Time00:00:00.05

Elapsed Time00:00:00.06

[DataSet1] C:\Users\HEWLETT PACKARD\Desktop\stats work.sav

Descriptives

NMeanStd. DeviationStd. Error95% Confidence Interval for MeanMinimumMaximum

Lower BoundUpper Bound

Fabricmale803.8375.97362.108853.62084.05421.005.00

female203.7000.65695.146903.39254.00753.005.00

Total1003.8100.91778.091783.62793.99211.005.00

Designmale803.7250.81092.090663.54453.90551.005.00

female203.4500.82558.184603.06363.83642.005.00

Total1003.6700.81718.081723.50793.83211.005.00

Varietymale803.3875.90699.101403.18573.58931.005.00

female203.3000.86450.193312.89543.70462.005.00

Total1003.3700.89505.089503.19243.54761.005.00

Displaymale803.4500.92641.103583.24383.65621.005.00

female203.0000.85840.191942.59833.40171.004.00

Total1003.3600.92682.092683.17613.54391.005.00

Pricemale803.0750.95168.106402.86323.28681.005.00

female202.9500.75915.169752.59473.30532.004.00

Total1003.0500.91425.091432.86863.23141.005.00

Musicmale802.73751.06431.118992.50062.97441.005.00

female202.9000.96791.216432.44703.35301.005.00

Total1002.77001.04306.104312.56302.97701.005.00

S.Ettiquetesmale803.03751.04873.117252.80413.27091.005.00

female203.00001.29777.290192.39263.60741.005.00

Total1003.03001.09595.109602.81253.24751.005.00

V.Merchanidingmale803.2000.99873.111662.97773.42231.005.00

female203.10001.07115.239522.59873.60131.005.00

Total1003.18001.00885.100882.97983.38021.005.00

ANOVA

Sum of SquaresdfMean SquareFSig.

FabricBetween Groups.3021.302.357.552

Within Groups83.08898.848

Total83.39099

DesignBetween Groups1.21011.2101.827.180


Total66.11099

VarietyBetween Groups.1231.123.152.698


Total79.31099

DisplayBetween Groups3.24013.2403.882.052


Total85.04099

PriceBetween Groups.2501.250.297.587


Total82.75099

MusicBetween Groups.4231.423.386.536


Total107.71099

S.EttiquetesBetween Groups.0231.023.019.892


Total118.91099

V.MerchanidingBetween Groups.1601.160.156.694


Total100.76099

ONEWAY Fabric Design Variety Display Price Music S.Ettiquetes V.Merchaniding BY Age /STATISTICS DESCRIPTIVES /MISSING ANALYSIS

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Descriptives



Fabric18-21 years543.9074.73378.099853.70714.10772.005.00

22-25 years213.71431.00712.219773.25594.17271.005.00

26-29 years163.68751.13835.284593.08094.29411.005.00

30 years and above93.66671.32288.440962.64984.68351.005.00

Total1003.8100.91778.091783.62793.99211.005.00

Design18-21 years543.5370.79415.108073.32033.75382.005.00

22-25 years213.8095.67964.148313.50024.11892.005.00

26-29 years163.9375.77190.192983.52624.34882.005.00

30 years and above93.66671.22474.408252.72524.60811.005.00

Total1003.6700.81718.081723.50793.83211.005.00

Variety18-21 years543.2593.87276.118773.02103.49751.005.00

22-25 years213.4762.67964.148313.16683.78562.005.00

26-29 years163.62501.14746.286873.01364.23642.005.00

30 years and above93.33331.00000.333332.56474.10201.004.00

Total1003.3700.89505.089503.19243.54761.005.00

Display18-21 years543.1852.91268.124202.93613.43432.005.00

22-25 years213.7619.76842.167683.41214.11172.005.00

26-29 years163.5625.81394.203493.12883.99622.005.00

30 years and above93.11111.26930.423102.13544.08681.004.00

Total1003.3600.92682.092683.17613.54391.005.00

Price18-21 years543.0741.84344.114782.84393.30431.005.00

22-25 years213.04761.02353.223352.58173.51352.005.00

26-29 years163.2500.93095.232742.75393.74612.005.00

30 years and above92.55561.01379.337931.77633.33481.004.00

Total1003.0500.91425.091432.86863.23141.005.00

Music18-21 years542.92591.06136.144432.63623.21561.005.00

22-25 years212.71431.05560.230352.23383.19481.004.00

26-29 years162.62501.02470.256172.07903.17101.005.00

30 years and above92.2222.83333.277781.58172.86281.003.00

Total1002.77001.04306.104312.56302.97701.005.00

S.Ettiquetes18-21 years542.98151.03688.141102.69853.26451.005.00

22-25 years213.19051.16701.254662.65933.72171.005.00

26-29 years162.93751.12361.280902.33883.53621.005.00

30 years and above93.11111.36423.454742.06254.15971.005.00

Total1003.03001.09595.109602.81253.24751.005.00

V.Merchaniding18-21 years543.16671.00471.136722.89243.44091.005.00

22-25 years213.3333.91287.199202.91783.74892.005.00

26-29 years163.3750.88506.221272.90343.84661.005.00

30 years and above92.55561.33333.444441.53073.58041.004.00

Total1003.18001.00885.100882.97983.38021.005.00

ANOVA


FabricBetween Groups1.1303.377.439.725


Total83.39099



Total66.11099

VarietyBetween Groups1.9523.651.807.493


Total79.31099



Total85.04099

PriceBetween Groups2.8723.9571.150.333


Total82.75099

MusicBetween Groups4.41531.4721.368.257


Total107.71099



Total118.91099

V.MerchanidingBetween Groups4.62131.5401.538.210


Total100.76099

ONEWAY Fabric Design Variety Display Price Music S.Ettiquetes V.Merchaniding BY Relationship /STATISTICS DESCRIPTIVES /MISSING ANALYSIS.

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Descriptives



Fabricsingle653.8308.83981.104173.62274.03891.005.00

Married193.73681.28418.294613.11794.35581.005.00

others163.8125.75000.187503.41294.21213.005.00

Total1003.8100.91778.091783.62793.99211.005.00

Designsingle653.6308.80174.099443.43213.82942.005.00

Married193.68421.00292.230093.20084.16761.005.00

others163.8125.65511.163783.46344.16163.005.00

Total1003.6700.81718.081723.50793.83211.005.00

Varietysingle653.3692.83981.104173.16113.57731.005.00

Married193.52631.12390.257842.98464.06801.005.00

others163.1875.83417.208542.74303.63201.004.00

Total1003.3700.89505.089503.19243.54761.005.00

Displaysingle653.4154.88198.109403.19683.63392.005.00

Married193.21051.08418.248732.68803.73311.005.00

others163.3125.94648.236622.80823.81682.005.00

Total1003.3600.92682.092683.17613.54391.005.00

Pricesingle653.0308.84722.105092.82083.24071.005.00

Married193.15791.11869.256642.61873.69711.005.00

others163.0000.96609.241522.48523.51482.005.00

Total1003.0500.91425.091432.86863.23141.005.00

Musicsingle652.86151.07350.133152.59553.12751.005.00

Married192.47371.07333.246241.95642.99101.005.00

others162.7500.85635.214092.29373.20631.004.00

Total1002.77001.04306.104312.56302.97701.005.00

S.Ettiquetessingle652.96921.04537.129662.71023.22831.005.00

Married193.10531.24252.285052.50643.70411.005.00

others163.18751.16726.291822.56553.80951.005.00

Total1003.03001.09595.109602.81253.24751.005.00

V.Merchanidingsingle653.2615.95651.118643.02453.49851.005.00

Married193.10531.28646.295132.48523.72531.005.00

others162.9375.85391.213482.48253.39251.004.00

Total1003.18001.00885.100882.97983.38021.005.00

ANOVA


FabricBetween Groups.1302.065.076.927


Total83.39099

DesignBetween Groups.4292.214.317.729


Total66.11099

VarietyBetween Groups.9972.499.618.541


Total79.31099

DisplayBetween Groups.6602.330.379.685


Total85.04099

PriceBetween Groups.2852.143.168.846


Total82.75099



Total107.71099



Total118.91099



Total100.76099

ONEWAY Fabric Design Variety Display Price Music S.Ettiquetes V.Merchaniding BY Education /STATISTICS DESCRIPTIVES /MISSING ANALYSIS.

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Descriptives



FabricUndergraduate513.8824.81602.114273.65284.11191.005.00

Postgraduate353.68571.10537.186843.30604.06541.005.00

Graduate133.9231.75955.210663.46414.38213.005.00

4.0013.0000....3.003.00

Total1003.8100.91778.091783.62793.99211.005.00

DesignUndergraduate513.5294.78366.109733.30903.74982.005.00

Postgraduate353.8000.90098.152293.49054.10951.005.00

Graduate133.9231.64051.177653.53604.31013.005.00

4.0013.0000....3.003.00

Total1003.6700.81718.081723.50793.83211.005.00

VarietyUndergraduate513.2353.88517.123952.98633.48431.005.00

Postgraduate353.4857.98134.165883.14863.82281.005.00

Graduate133.5385.66023.183113.13953.93743.005.00

4.0014.0000....4.004.00

Total1003.3700.89505.089503.19243.54761.005.00

DisplayUndergraduate513.1961.93850.131422.93213.46002.005.00

Postgraduate353.5143.88688.149913.20963.81891.005.00

Graduate133.7692.59914.166173.40724.13133.005.00

4.0011.0000....1.001.00

Total1003.3600.92682.092683.17613.54391.005.00

PriceUndergraduate513.1373.87223.122142.89193.38261.005.00

Postgraduate352.9143.98134.165882.57723.25141.005.00

Graduate133.1538.89872.249262.61083.69692.005.00

4.0012.0000....2.002.00

Total1003.0500.91425.091432.86863.23141.005.00

MusicUndergraduate512.94121.04712.146632.64673.23571.005.00

Postgraduate352.54291.06668.180302.17642.90931.005.00

Graduate132.7692.92681.257052.20923.32931.004.00

4.0012.0000....2.002.00

Total1002.77001.04306.104312.56302.97701.005.00

S.EttiquetesUndergraduate512.96081.05756.148092.66333.25821.005.00

Postgraduate352.91431.12122.189522.52913.29941.005.00

Graduate133.46151.05003.291232.82704.09612.005.00

4.0015.0000....5.005.00

Total1003.03001.09595.109602.81253.24751.005.00

V.MerchanidingUndergraduate513.15691.00742.141072.87353.44021.005.00

Postgraduate353.00001.11144.187872.61823.38181.005.00

Graduate133.6923.48038.133233.40203.98263.004.00

4.0014.0000....4.004.00

Total1003.18001.00885.100882.97983.38021.005.00

ANOVA




Total83.39099



Total66.11099



Total79.31099



Total85.04099



Total82.75099



Total107.71099

S.EttiquetesBetween Groups7.01532.3382.006.118


Total118.91099



Total100.76099

ONEWAY Fabric Design Variety Display Price Music S.Ettiquetes V.Merchaniding BY Profession /STATISTICS DESCRIPTIVES /MISSING ANALYSIS.

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Descriptives



FabricBusiness83.12501.45774.515391.90634.34371.005.00

Student643.7969.85782.107233.58264.01121.005.00

Designer104.0000.81650.258203.41594.58413.005.00

Self Employed84.0000.92582.327333.22604.77403.005.00

others94.1111.78174.260583.51024.71203.005.00

23.0014.0000....4.004.00

Total1003.8100.91778.091783.62793.99211.005.00

DesignBusiness83.50001.30931.462912.40544.59461.005.00

Student643.6250.78680.098353.42853.82152.005.00

Designer103.7000.67495.213443.21724.18283.005.00

Self Employed83.7500.46291.163663.36304.13703.004.00

others94.00001.00000.333333.23134.76872.005.00

23.0014.0000....4.004.00

Total1003.6700.81718.081723.50793.83211.005.00

VarietyBusiness83.50001.19523.422582.50084.49921.005.00

Student643.2969.86703.108383.08033.51351.005.00

Designer103.5000.84984.268742.89214.10792.005.00

Self Employed83.50001.06904.377962.60634.39372.005.00

others93.4444.88192.293972.76654.12232.005.00

23.0014.0000....4.004.00

Total1003.3700.89505.089503.19243.54761.005.00

DisplayBusiness83.25001.28174.453162.17844.32161.005.00

Student643.2969.88515.110643.07583.51802.005.00

Designer103.00001.05409.333332.24593.75411.004.00

Self Employed83.7500.70711.250003.15884.34123.005.00

others94.0000.70711.235703.45654.54353.005.00

23.0013.0000....3.003.00

Total1003.3600.92682.092683.17613.54391.005.00

PriceBusiness82.62501.30247.460491.53613.71391.005.00

Student643.1094.89296.111622.88633.33241.005.00

Designer103.1000.73786.233332.57223.62782.004.00

Self Employed82.8750.99103.350382.04653.70352.005.00

others93.1111.92796.309322.39783.82442.004.00

23.0013.0000....3.003.00

Total1003.0500.91425.091432.86863.23141.005.00

MusicBusiness82.75001.28174.453161.67843.82161.004.00

Student642.85941.05209.131512.59663.12221.005.00

Designer102.5000.84984.268741.89213.10791.004.00

Self Employed82.0000.92582.327331.22602.77401.003.00

others93.1111.92796.309322.39783.82442.005.00

23.0013.0000....3.003.00

Total1002.77001.04306.104312.56302.97701.005.00

S.EttiquetesBusiness83.12501.45774.515391.90634.34371.005.00

Student642.9688.99153.123942.72113.21641.005.00

Designer102.80001.31656.416331.85823.74181.005.00

Self Employed83.12501.35620.479491.99124.25881.005.00

others93.66671.00000.333332.89804.43532.005.00

23.0012.0000....2.002.00

Total1003.03001.09595.109602.81253.24751.005.00

V.MerchanidingBusiness83.12501.24642.440682.08304.16701.005.00

Student643.2031.96247.120312.96273.44351.005.00

Designer103.5000.97183.307322.80484.19522.005.00

Self Employed82.3750.91613.323901.60913.14091.003.00

others93.55561.01379.337932.77634.33481.004.00

23.0012.0000....2.002.00

Total1003.18001.00885.100882.97983.38021.005.00

ANOVA




Total83.39099



Total66.11099



Total79.31099



Total85.04099



Total82.75099



Total107.71099



Total118.91099



Total100.76099

ONEWAY Fabric Design Variety Display Price Music S.Ettiquetes V.Merchaniding BY Income /STATISTICS DESCRIPTIVES /MISSING ANALYSIS.

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Descriptives



FabricBelow Rs. 500094.1111.60093.200313.64924.57303.005.00

Rs 5000- Rs 15000223.8636.88884.189503.46954.25772.005.00

Rs 15000- Rs 25000263.4615.76057.149163.15433.76872.005.00

Rs 25000-Rs35000194.2632.56195.128923.99234.53403.005.00

Rs 35000-Rs45000133.76921.30089.360802.98314.55531.005.00

Above 45000113.54551.21356.365902.73024.36071.005.00

Total1003.8100.91778.091783.62793.99211.005.00

DesignBelow Rs. 500094.0000.70711.235703.45654.54353.005.00

Rs 5000- Rs 15000223.5455.91168.194373.14123.94972.005.00

Rs 15000- Rs 25000263.4615.76057.149163.15433.76872.005.00

Rs 25000-Rs35000193.8947.56713.130113.62144.16813.005.00

Rs 35000-Rs45000134.0000.70711.196123.57274.42733.005.00

Above 45000113.36361.12006.337712.61124.11611.005.00

Total1003.6700.81718.081723.50793.83211.005.00

VarietyBelow Rs. 500093.6667.70711.235703.12314.21022.004.00

Rs 5000- Rs 15000223.3182.77989.166272.97243.66402.005.00

Rs 15000- Rs 25000263.0769.89098.174742.71703.43681.005.00

Rs 25000-Rs35000193.4211.90159.206842.98653.85561.005.00

Rs 35000-Rs45000133.61541.04391.289532.98464.24622.005.00

Above 45000113.54551.03573.312282.84964.24131.005.00

Total1003.3700.89505.089503.19243.54761.005.00

DisplayBelow Rs. 500093.11111.26930.423102.13544.08681.005.00

Rs 5000- Rs 15000223.2273.75162.160252.89403.56052.005.00

Rs 15000- Rs 25000263.3462.97744.191692.95143.74092.005.00

Rs 25000-Rs35000193.5789.96124.220523.11564.04222.005.00

Rs 35000-Rs45000133.6154.86972.241223.08984.14102.005.00

Above 45000113.1818.87386.263482.59473.76891.004.00

Total1003.3600.92682.092683.17613.54391.005.00

PriceBelow Rs. 500092.7778.66667.222222.26533.29022.004.00

Rs 5000- Rs 15000223.0455.89853.191572.64713.44382.005.00

Rs 15000- Rs 25000262.9231.84489.165702.58183.26432.005.00

Rs 25000-Rs35000193.0000.94281.216302.54563.45441.004.00

Rs 35000-Rs45000133.6923.94733.262743.11984.26482.005.00

Above 45000112.90911.04447.314922.20743.61081.004.00

Total1003.0500.91425.091432.86863.23141.005.00

MusicBelow Rs. 500092.66671.22474.408251.72523.60811.004.00

Rs 5000- Rs 15000222.86361.12527.239912.36473.36261.005.00

Rs 15000- Rs 25000262.76921.03180.202352.35253.18601.005.00

Rs 25000-Rs35000192.63161.06513.244362.11823.14501.005.00

Rs 35000-Rs45000132.9231.95407.264612.34653.49961.004.00

Above 45000112.72731.00905.304242.04943.40521.004.00

Total1002.77001.04306.104312.56302.97701.005.00

S.EttiquetesBelow Rs. 500093.44441.42400.474672.34994.53901.005.00

Rs 5000- Rs 15000222.7273.98473.209952.29073.16391.005.00

Rs 15000- Rs 25000262.96151.03849.203662.54213.38101.005.00

Rs 25000-Rs35000193.05261.02598.235382.55813.54711.005.00

Rs 35000-Rs45000133.30771.31559.364882.51274.10271.005.00

Above 45000113.09091.04447.314922.38923.79261.004.00

Total1003.03001.09595.109602.81253.24751.005.00

V.MerchanidingBelow Rs. 500093.4444.88192.293972.76654.12232.004.00

Rs 5000- Rs 15000223.1364.94089.200602.71923.55351.005.00

Rs 15000- Rs 25000263.03851.07632.211082.60373.47321.005.00

Rs 25000-Rs35000193.2632.87191.200032.84293.68342.005.00

Rs 35000-Rs45000133.23081.36344.378152.40684.05471.005.00

Above 45000113.1818.98165.295982.52233.84131.005.00

Total1003.18001.00885.100882.97983.38021.005.00

ANOVA




Total83.39099



Total66.11099



Total79.31099



Total85.04099



Total82.75099

MusicBetween Groups.9785.196.172.972


Total107.71099



Total118.91099



Total100.76099

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SyntaxONEWAY Fabric Design Variety Display Price Music S.Ettiquetes V.Merchaniding BY Promotions /STATISTICS DESCRIPTIVES /MISSING ANALYSIS.



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SyntaxONEWAY Fabric Design Variety Display Price Music S.Ettiquetes V.Merchaniding BY Reccomendations /STATISTICS DESCRIPTIVES /MISSING ANALYSIS.



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Cases UsedStatistics for each table are based on all the cases with valid data in the specified range(s) for all variables in each table.

SyntaxCROSSTABS /TABLES=Reccomendations BY gender /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL.



Dimensions Requested2

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SyntaxCROSSTABS /TABLES=Reccomendations BY Relationship /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL.





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SyntaxCROSSTABS /TABLES=Reccomendations BY Education /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL.





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Cases UsedStatistics for each table are based on all th

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