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AMITY UNIVERSITY
PROJECT ONBRAND BUILDING
- PARK AVENUE
GROUP NO.- 10
SUBMITTED TO-:
MRS.SUPRITI AGGARWAL
SUBMITTED BY -:
SIDDHARTH BIRLA F45
NEHA KAURA F10
AAYUSHI DUBLISH F01
GAURAV TYAGI F61
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ACKNOWLEDGEMENT
WE WOULD LIKE TO EXTEND OUR REGARDS TO
OUR MARKETING MANAGEMENT FACULTY MRS.
SUPRITI AGGARWAL FOR HER GUIDANCE AND
IMMENSE SUPPORT THROUGHOUT THE PROJECT
WORK AS WITHOUT HER SUPPORT THIS PROJECTWOULD NOT HAVE BEEN SUCCESSFUL.
WE WOULD ALSO LIKE TO THANK THE
CUSTOMERS AND THE RETAILERS WITHOUT
WHOSE HELP AND COOPERATION THE SURVEY
WOULD NOT HAVE BEEN POSSIBLE.
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INDEX
1. ABSTRACT
2. INTRODUCTION
3. RESEARCH METHODOLOGY
4. LITERATURE REVIEW5. DATA ANALYSIS
AND INTERPRETATION
6. CONCLUSION
7. RECCOMENDATION
8. BIBLIOGRAPHY
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INTRODUCTION TO THE COMPANY
The “PARK AVENUE” brand was launched in 1986, with sole motive toprovide stylish and innovative wardrobe solutions to the gentlemen.The brand has carve its own niche with its wide and premium lifestyledesigns, styling, color and fashion trends. It caterd the corporates withhigh class suiting, shirts ,trousers, jackets and other accessories.Apart from corporate suiting it also includes wide range of heritagewear collections.The creations of park avenue can be found under its parent “the
Raymond shop” or exclusive park avenue stores.Acclaiming several awards in the fashion industry , it bagged the titleof “most innovative brand” at the Lycra Images Fashion Awards 2008.On September 8, 2007, it came with the launch of “Park AvenueWoman”- A Complete range of Business Wear for Women.
PARK AVENUE APPARELS
1. Men wear2. Women wear3. Accessories
4. Inner wear
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BRAND PHILOSOPHY OF THE COMPANY
“PARK AVENUE” , is categorized under the most trusted and valuablebrand in suiting i.e “RAYMONDS”. With its ambitious beginning in the
year 1986, PARK AVENUE has today become India’s premium lifestylebrand. It offers thoughtful, inventive styles and new creations to dressup the changing consumer. It has marked its own way and createdspace in the readymade garments by offering wide range of products ,fabrics, styling color and international fashion trends. The companyemphasizes that its brand resembles to “TODAY GENERATION” whothink fresh and lead the ways.
INNOVATION CREDO
The brand believes in constant innovative changes in the style anddesigns of patterns of suiting in accordance with the corporate trends.The brand is in sync with the changing consumer needs and styles of dressing.
SYMBOL OR BRAND LOGO
The symbol of infinity signifies that the brand can provide an infinitenumber of good things. The main idea is to innovate simultaneously so
as to provide the customers with matched styles of aspirations.
INNOVATIONS OF PRODUCTS
The brand provides highly innovative patterns and range of products.Some of them are as :
1. MACHINE WASHABLE SUIT: Wash, iron and wear your suit inbag provided for the same purpose. In a few hours your suit willlook as fresh as it has been just at time of it purchase.
2. RESISTA TROUSERS: Ideal for long travel days. Its moisture-
management properties enable quicker drying and help inkeeping out dirt and stains, while the lycra fabric ensuresunparalleled comfort.
3. INSTA-DRY TROUSERS: powered by 3X dry technology fromScholler, Switzerland. These revolutionary trousers are ideal fortravel as well as leisure.
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4. HI-DENSITY TROUSERS: Stylish, resilient trousers ensures abetter body, strength and drape. It promises a rich feel of highquality and fine yarn.
5. WRINKLE FREE SHIRTS: the cotton shirts are treated with LAPtechnology to ensure long-lasting , wrinkle-free properties.
6.NON-IRON SHIRTS: the 100% cotton shirts from Park Avenue.Just drip-dry and it ready to wear. It is designed with mercerized 2-plyyarn that boasts a 3.8 Dura Press rating.
7.COMFORTA : it is enhanced with Klimeo, natural temperature-regulating ingredient, these suits use a substance called Polectron to
lock microcapsules onto the fabric.8.MY BLAZER FOR IPOD: specially designed for gadget savvypeople. The company had a tie up with QIO systems. Allows you tooperate your ipod without fumbling for it.
BRAND PROMOTION
The company involves several methods and ways to promote thebrand through several modes of activities, ad campaigns.
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1. PRESS ADS2. FESTIVE ADS3. FILMS4. COMFORTA FILMS5. LAKME FASHION WEEK
6. PR ACTIVITIES7. PRINT ADS8. OUTDOOR ADVERTISING
“PARK AVENUE ” TOILETRIES
The “PARK AVENUE” brand also deals in the toiletries segment. Thetoiletries segment of brand “park avenue” works under J.K HELENECURTIS LTD. a segment under Raymonds. The other products of toiletries under J.K helene curtis ltd. are “premium” and “gifting”.The Park Avenue range includes Fragrances, Body Care Solutions,Shaving Systems and Hair Care Solutions for the styling needs of today’s man. The Park Avenue range of Personal Care and Groomingproducts have earned a reputation for being amongst the best in theindustry. Park Avenue products are developed using internationalstandard fragrances and high level of Research to ensure that the
products stand the test of quality and consistency.
RANGE OF PRODUCTS
1. DEODORANTSi. signature range
instinct, metal, alter ego, voyageii. classic range.
Yojer, good morning, tranquil, cool blue, play, jazz , romus,mariner.
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2. DEO TALC : The smell of Fresh Citrus or Spicy Wood. A fine talcthat has a cooling agent for a fresh exuberant feeling. This Deo Talcalso contains a Bacteriostatic agent that fights body odour and
keeps you fresh throughout the day. Available in convenient packsof 50g and 100g.
3. HAIR STYLING GELS: The latest range of styling gels fromPark Avenue. With the three vibrant variants, Chrome, Glacier andNeon, there’s something just right to suit your style. The styling gelsare available in 100g jars and 60g tubes.
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4. Eau De Parfums: Park Avenue presents a sophisticated andexclusive range of Eau De Parfums for the different facets of life.Available in four unique fragrances for different occasions. The exoticfragrances in stylish, international slide-out package.
5. Perfume Spray: Elevate Perfume Spray is combined withemollient which acts as an Anti-irritant gives you a relaxed day ahead.Available in convenient packs of 25g, 50g and 100g.
6. After Shave: The range of Park Avenue After Shave Lotions area favourite with men because of
their long lasting classic fragrances.The Park Avenue After Shave Lotionrange includes The New ImprovedMercury, Ace and Good Morningvariants.
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7. SOAPS: Park Avenue presents a range of exclusive soaps for thewell-groomed man. Created to give an edge of masculinity to aneveryday bath, Park Avenue soaps are just what the Indian man needs.Especially developed for a man’s skin, these soaps leave a luxuriousfeeling with an invigorating fragrance that is fresh and manly.
QUESTIONNAIRE
QUESTIONNAIRE FOR THE CUSTOMERS
CUSTOMER INFORMATION
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* NAME :* OCCUPATION :
* AGE :* GENDER :
CUSTOMER TAKE ON THE PRODUCT:
PLEASE MARK UNDER THE COLUMN WITH WHICH YOU AGREE
1.) HOW OFTEN DOYOU BUY “PARK AVENUE” PRODUCTS?
ALWAYS MANY ATIMES
SOMETIME
S
VERY OFTEN
FIRSTTIME
STRONGLY AGREE
SLIGHTLY AGREE
NotSURE
SLIGHTLY DISAGREE
STRONGLY DISAGREE
2) DO YOU THINK THAT PARK AVENUEMAINLY TARGETS THEMALE SECTION OF THESOCIETY?
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3.) IS PARK AVENUETRUE TO THE IMAGE ITPOTRAYS?
CUSTOMER TAKE ON THE RETAILOUTLET
RANK ON THE SCALE OF 1-5 WITH 5 BEING THE STRONGESTPOSITIONTOILETRIES
PRODUCTSSOAP
SHAVINGCREAM
DEODRANT
PERFUME AFTERSHAVECREAM
COLOGNE
1. ARE YOUSATISFIEDWITH THEOFFERSMADE BYTHE CO.?
2. ARE YOUSATISFIEDWITH THEPURCHASEEXPERIENCE
?
3. WERE YOURGRIEVANCESTAKEN UPSERIOUSLY?
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4. DOES THEOUTLET HASTHE RIGHTVARIETY ANDRANGE OF
THEPRODUCT?
5. ADVERTISEDMERCHANDISE WAS INSTOCK?
6. WAS THEMERCANDSEDISPLAY
ATTRACTIVE?
APPARELS
PRODUCTSSHIRT
TROUSE
TIE HANKE
R-
CHIEF&BELTS
INNERWEAR
WALLETS
7. ARE YOUSATISFIEDWITH THEOFFERSMADE BYTHE CO.?
8. ARE YOUSATISFIEDWITH THEPURCHASEEXPERIENCE?
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9. WEREYOURGRIEVANCES TAKEN UP
SERIOUSLY?
10. DOESTHEOUTLETHAS THERIGHTVARIETYAND RANGE
OF THEPRODUCT?
11. ADVERTISEDMERCHANDISE WAS INSTOCK?
12. MERC
HANDISEDISPLAYWEREATTRACTIVE?
WOULD YOU PERSONALLY RECOMMEND ANYONE TOBUY THE PRODUCTS OFFERED BY PARK AVENUE?
YES NO
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IF “YES ” THEN MARK THE PRODUCTS WHICH YOU WOULDRECOMMEND TO BUY:
LIST OF PRODUCTS
SOAP
SHAVING CREAM
DEODRANT
PERFUME
COLOGNE
AFTER SHAVE LOTION
SHIRT
TROUSER
TIE
BELT
SOCKS
INNERWEAR
WALLET
HANKERCHIEFS
Research Methodology
Assess the various parameters on which consumers buy the brand “PARK
AVENUE”
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Collection of information through
1. Primary Sources
Questionnaires, Direct interviews2. Secondary sources
Company Reports, Magazines, Journals and existing internet surveys/polls
Analysis and decoding of the observations using data tools like SPSS and excell Segmentation of consumers and define parameters important for each segment
Determine the evaluation criteria, perceptions, their importance and the factors
that influence them.
On the basis of these results, we will give recommendations/ suggestions in order
to improve the brand image and brand awareness to keep the marketing strategy in
line with the buying process.
Sample Size: 1. CUSTOMERS : more than 40 respondents
2. RETAILERS : more than 5 retailers
SAMPLING FRAMEWORK:
Target Customers Section : Males, Officials, Youngsters and Other Service andBusiness Class People
Target age group : 20 years onwards.
Existing Customers Who Already Uses The Brand, Customers Who All Have Visited TheStores And Outlets Of The Brand, Customers Who Prefer Other Brands Over Park
Avenue Brand.
STATISTICAL SOFTWARE: SPSS
RESEARCH DESIGN
1. Type of Research Design: The research design used will be exploratory and
convenient in nature.
2. Scaling /marking methods: The scaling techniques used are broadly thefollowing:
Comparative Scales: The scales used
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Rank order
Marking order
(generally used marking scale of 1-5 with 5 being the strongest in position)
QUESTIONNAIRE DEVELOPMENT AND PRE-TESTING: A questionnaire is
developed , in such a manner that it covers all aspects related to brand which a customer as well as retailers are answerable to. It contains the questions that are close-ended.
Several following aspects can be answered :
1. the level of satisfaction after the brand usage.
2. the degree of experience of the product.
3. the awareness of the brand among the masses.
4. the willingness of customers to buy the product.
5. the perception and opinion of the customer about the brand.
6. the image worthiness of the product.
7. the availability of the products and their variety.
8. the proper and attractive advertisements and display of the product
9. the customers recommendations to buy or not to buy the product.
3. Sampling Technique: Non-probability Judgment Sampling
DATA ANALYSIS AND
INTERPRETATION
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The questionnaire (attached in the appendix) tries to find out the various parameters that
customers keep in mind while buying the “park avenue” products. Moreover, it helps tofind the brand enhancement steps of the “park avenue” in future and analyze the degree
of awareness, promotional activities and ad campaigns required . The data analysis is
done with the help of SPSS. This is followed by a linking the results with the variousfacets of consumer behavior. The analysis has been done giving equal importance to all
the questions.
2.00
3.00
4.00
5.00
VAR00001
Pies sh ow counts
2.00
30.00%
n=12
3.00
50.00%
n=20
4.0010.00%
n=4
5.0010.00%
n=4
HOW OFTEN DO YOU BUY “PARK AVENUE” PRODUCTS?
1 ALWAYS
2 MANY A TIMES
3 SOME TIMES
4 VERY OFTEN
5 FIRST TIME
Park avenue lacks brand loyalty.this can be concluded as there were no customers who
opted for the first option which was “always”.the option which was most opted for was“sometimes” which clearly shows that customers arent very loyal.they need to undertake
more promotional activities . moreover more than attracting customers , retaining them is
more important.
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1.00
2.00
3.00
VAR00002
Pies show counts1.00
40.00%
n=16
2.00
50.00%
n=20
3.0010.00%
n=4
DO PARK AVENUE MAINLY TARGETS THE MALE SECTION OF THE SOCIETY?
1 ALWAYS
2 MANY A TIMES
3 SOME TIMES
4 VERY OFTEN
5 FIRST TIME
The result shows that park aveue mainly targets the male section of the society which isone of the main reasons why it has insinificant market share in comparison to its
competetors like lois vutton,wills etc which are more diversified.whereas park avenue has
restricted itself to tha male segment and also lacks innovation.
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1.00
2.00
3.00
VAR00003
Pies show counts
1.0010.00%
n=4
2.00
60.00%
n=24
3.00
30.00%
n=12
IS PARK AVENUE TRUE TO THE IMAGE IT POTRAYS?
1 STRONGLY AGREE2 SLIGHTLY AGREE
3 NOT SURE
4 SLIGHTLY DISAGREE
5 STRONGLY DISAGREE
Customers “slightly agree” with the fact that park aveue is tru to the image that it
potrays.this shows that park aveue has difficulty in retaiining its customers.it lacks brandloyalty.
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APPARELSSATISFACTION
1.00
2.00
3.00
VAR00009
Pies sh ow counts
1.00
22.50%
n=9
2.00
40.00%
n=16
3.00
37.50%
n=15
1.ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO. ON INNER WEARS ?
1 LEAST SATISFIED
5 MOST SATISFIED
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3.00
4.00
5.00
VAR00011
Pies show counts
3.0010.00%
n=4
4.00
60.00%
n=24
5.00
30.00%
n=12
ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF SHIRTS?
1 LEAST SATISFIED
5 MOST SATISFIED
The customers although not all but are mostly satisfied with their purchaseexperience.thus park aveue needs to work harder on the front of advertising and
promotion.as there is lack of brand awareness. But once purchased people are generally
satisfied with the quality.
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PURCHASE EXPERIENCE
3.00
4.00
5.00
VAR00012
Pies show counts
3.00
22.50%
n=9
4.00
47.50%
n=19
5.00
30.00%
n=12
ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OFTROUSERS?
1 LEAST SATISFIED
5 MOST SATISFIED
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1.00
2.00
3.00
4.00
VAR00013
Pies s how counts
1.007.50%
n=3
2.00
37.50%
n=15
3.00
27.50%
n=11
4.00
27.50%
n=11
ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OFTIE?
1 LEAST SATISFIED5 MOST SATISFIED
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1.00
2.00
3.00
4.00
VAR00014
Pies sh ow counts
1.00
30.00%
n=12
2.00
20.00%
n=8
3.00
30.00%
n=12
4.00
20.00%
n=8
ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF HC & BELTS?
1 LEAST SATISFIED
5 MOST SATISFIED
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customers are least satisfied with innerwear.therefore park avnue should contemplate
either innovating it or exit from this product line and should also advertise and undertake
promotional activeties.
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2.00
3.00
VAR00010
Pies s how counts
2.00
57.50%
n=23
3.0042.50%
n=17
1.ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO. ON WALLETS?
1 LEAST SATISFIED
5 MOST SATISFIED
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1.00
2.00
3.00
VAR00016
Pies sh ow counts
1.00
22.50%
n=9
2.00
50.00%
n=20
3.00
27.50%
n=11
ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF WALLETS?
1 LEAST SATISFIED
5 MOST SATISFIED
customers are not very satisfied with their range of wallets too.they is hardly any
awareness about this product line.when customers are interested in buying brandedproducts and are also shelling out a handsome amout. They expect to get the worth of
their money.they will not like spending on a brand which people are not even aware off.
GRIEVANCES HANDLING
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1.00
2.00
3.00
4.00
VAR00017
Pies s how counts
1.002.50%
n=1
2.00
20.00%
n=8
3.00
55.00%
n=22
4.00
22.50%
n=9
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR SHIRTS
1 LEAST SERIOUSLY5 MOST SERIOUSLY
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1.00
2.00
3.00
4.00
VAR00018
Pies sh ow counts
1.00
22.50%
n=9
2.002.50%
n=1
3.00
50.00%
n=20
4.00
25.00%
n=10
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR TROUSERS
1 LEAST SERIOUSLY5 MOST SERIOUSLY
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1.00
2.00
3.00
VAR00019
Pies sh ow counts
1.00
20.00%
n=8
2.00
62.50%
n=25
3.00
17.50%
n=7
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR TIES?
1 LEAST SERIOUSLY5 MOST SERIOUSLY
The result shows that that peaple are not very satisfied with the way their grievences were
handles.they need to improve thier system and also regular feedback should be taken
from the customers.
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1.00
2.00
3.00
4.00
VAR00020
Pies show counts
1.00
15.00%
n=6
2.00
45.00%
n=18
3.0037.50%
n=15
4.002.50%
n=1
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR H.C & BELTS
1 LEAST SERIOUSLY
5 MOST SERIOUSLY
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1.00
2.00
3.00
VAR00021
Pies sh ow counts
1.0045.00%
n=18
2.00
42.50%
n=17
3.00
12.50%
n=5
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR INNERWARE?
1 LEAST SERIOUSLY
5 MOST SERIOUSLY
1.00
2.00
3.00
4.00
VAR00022
Pies show counts1.00
45.00%
n=18
35.00%
3.00
17.50%
n=7
4.002.50%
n=1
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR WALLETS?
1 LEAST SERIOUSLY
5 MOST SERIOUSLY
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1.00
2.00
3.00
4.00
VAR00022
Pies show counts1.00
45.00%
n=18
2.00
35.00%
n=14
3.00
17.50%
n=7
4.002.50%
n=1
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR WALLETS?
1 LEAST SERIOUSLY5 MOST SERIOUSLY
Customers were not at all satisfied with the way their grievences are handled in case of
wallets.they need to improve their system.
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LITERATURE REVIEW
The brand “PARK AVENUE” has though carved a niche for itself in the Indian markets
in the segment of readymade garments and toiletries but it still lags behind the essence of
popularity when compared to its competitors. The brand is popular amongst the restricted
sector of male sections of the society. It mainly targets the male section of societyunderlying the age group from 20 years to 80 years. Although the brand has launched its
women wear segments in the year 2007, but still the female section of the society is
unaware of the brands and the range offered.The company pays less attention to build the brands and have very minimal efforts to
advertise their products (both apparels and toiletries). Lack of advertisements and
awareness about the range of product availability ultimately redeem the popularity of the
product.Moreover the high end prices of the products also affects the decision of customers to buy
the products.The availability of the stores and outlets are very rare when compared to the
other competitors. Even in the existing stores the range of products is not available at alltimes.
The brand has very restricted number of customers who mainly prioritize only quality and
satisfaction without considering the price, the brand charges to them.The company is well satisfied from the sales of its products and believes in nurturing the
customers with values, experience and loyalty. The company is very well recognized for
its innovative thoughts of styling, designing, colors and fabrics. The company has provedits worthiness to follow its principle.
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TOILETERIES
SATISFACTION WITH THE OFFER MADE
2.00
3.00
4.00
5.00
VAR00001
Pies sh ow counts
2.0050.00%
n=20
3.00
12.50%n=5
4.00
22.50%
n=9
5.00
15.00%
n=6
ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.ON SOAP?
1 LEAST SATISFIED
5 MOST SATISFIED
the result shows that customers are not very satisfied with the offers made on
soap.therefore company should come up with more offers and schemes so as to attractcustomers.moreover it will also help in creating awareness.
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1.00
3.00
4.00
5.00
VAR00002
Pies sh ow counts
1.00
12.50%
n=5
3.00
47.50%
n=19
4.00
25.00%
n=10
5.00
15.00%
n=6
ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.ON SHAVING CREAM?
1 LEAST SATISFIED
5 MOST SATISFIED
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1.00
2.00
3.00
4.00
VAR00003
Pies sh ow counts
1.0010.00%
n=4
2.0025.00%
n=10
3.00
32.50%
n=13
4.00
32.50%
n=13
ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.ON DEODRANT?
1 LEAST SATISFIED
5 MOST SATISFIED
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1.00
2.00
3.00
4.00
VAR00004
Pies show counts
1.00
35.00%
n=14
2.00
37.50%
n=15
3.00
22.50%
n=9
4.005.00%
n=2
ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.ON PERFUME?
1 LEAST SATISFIED
5 MOST SATISFIED
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2.00
3.00
4.00
5.00
VAR00005
Pies sh ow counts
2.00
12.50%
n=5
3.0022.50%
n=9
4.00
52.50%n=21
5.00
12.50%
n=5
ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.ON AFTERSHAVE?
1 LEAST SATISFIED
5 MOST SATISFIED
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1.00
2.00
3.00
4.00
VAR00006
Pies show counts1.0042.50%
n=17
2.00
42.50%
n=17
3.00
12.50%
n=5
4.002.50%
n=1
ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.ON COLOGNE?
1 LEAST SATISFIED
5 MOST SATISFIED
SATISFACTION WITH THE PURCHASE
EXPERIENCE
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2.00
3.00
4.00
5.00
VAR00007
Pies show counts
2.0010.00%
n=4
3.00
35.00%
n=14
4.00
40.00%
n=16
5.00
15.00%
n=6
ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF SOAP?
1 LEAST SATISFIED
5 MOST SATISFIED
43
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1.00
2.00
3.00
4.00
5.00
VAR00008
Pies s how counts
1.00
12.50%
n=5
2.007.50%
n=3
3.00
25.00%
n=10
4.00
32.50%
n=13
5.00
22.50%
n=9
ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF SHAVING CREAM?
1 LEAST SATISFIED
5 MOST SATISFIED
44
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1.00
2.00
3.00
4.00
VAR00009
Pies show counts
1.00
12.50%
n=5
2.0025.00%
n=10
3.00
30.00%
n=12
4.00
32.50%
n=13
ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF DEODRANT?
1 LEAST SATISFIED
5 MOST SATISFIED
45
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1.00
2.00
3.00
VAR00010
Pies sh ow counts
1.0050.00%
n=20
2.0010.00%
n=4
3.00
40.00%
n=16
ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF PERFUME?
1 LEAST SATISFIED
5 MOST SATISFIED
46
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3.00
4.00
5.00
VAR00011
Pies sh ow counts3.00
40.00%
n=16
4.00
37.50%
n=15
5.00
22.50%
n=9
ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF AFTERSHAVE?
1 LEAST SATISFIED
5 MOST SATISFIED
47
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1.00
2.00
3.00
VAR00012
Pies show counts
1.0047.50%
n=19
2.00
32.50%
n=13
3.00
20.00%
n=8
ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF COLOGNE?
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5 MOST SATISFIED
48
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GRIEVANCES HANDLING
1.00
2.00
3.00
4.00
5.00
VAR00013
Pies sh ow counts
1.002.50%
n=12.007.50%
n=3
3.00
40.00%
n=16
4.00
35.00%
n=14
5.00
15.00%
n=6
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR SOAP?
1 LEAST SERIOUSLY
5 MOST SERIOUSLY
49
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1.00
2.00
3.00
4.00
5.00
VAR00014
Pies show counts
1.00
17.50%
n=7
2.007.50%
n=3
3.00
25.00%
n=10
4.00
30.00%n=12
5.00
20.00%
n=8
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR SHAVING CREAM?
1 LEAST SERIOUSLY
5 MOST SERIOUSLY
50
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1.00
2.00
3.00
4.00
VAR00015
Pies sh ow counts
1.00
15.00%
n=6
2.00
22.50%
n=9
3.00
37.50%
n=15
4.00
25.00%
n=10
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR DEODRANT?
1 LEAST SERIOUSLY
5 MOST SERIOUSLY
51
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1.00
2.00
3.00
VAR00016
Pies sh ow counts
1.00
50.00%
n=20
2.0010.00%
n=4
3.00
40.00%
n=16
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR PERFUME?
1 LEAST SERIOUSLY5 MOST SERIOUSLY
2.00
3.00
4.00
5.00
VAR00017
Pies show counts
2.00
12.50%
n=5
3.0022.50%
n=9
52.50%
5.00
12.50%
n=5
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR AFTERSHAVE?
1 LEAST SERIOUSLY5 MOST SERIOUSLY
52
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2.00
3.00
4.00
5.00
VAR00017
Pies show counts
2.00
12.50%
n=5
3.0022.50%
n=9
4.00
52.50%
n=21
5.00
12.50%
n=5
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR AFTERSHAVE?
1 LEAST SERIOUSLY
5 MOST SERIOUSLY
53
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1.00
2.00
3.00
VAR00018
Pies s how counts
1.0047.50%
n=19
2.00
32.50%
n=13
3.00
20.00%
n=8
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR COLOGNE?
1 LEAST SERIOUSLY5 MOST SERIOUSLY
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CONCLUSIONAfter the complete analysis of the brand “PARK AVENUE” we could draw the
following conclusions.
1. The brand lacks awareness among the masses.2. Inability of the brand to capture the potential market
3. Brand is striving hard to survive in the cut throat competition.
4. Brand is innovative but lacks the promotional activities and ad campaigns.
RECOMMENDATIONSFollowing are the recommendations which must be taken into considerations in order tobuild the brand image of the company.
1. more emphasis must be made by company to enhance its ad campaigns throughseveral medias- print , video, audio etc.
2. to bring the brand more close to the masses by increasing the number of
promotional activities and sales activities.3. to redeem the prices or to allow several discounts and sales promotion activities.
4. to provide wide range of the products.
5. to establish more number of exclusive stores and to market their products more
through other retail chains.6. to improve the availability of their products at each and every required place.
BIBLIOGRAPHY/REFERENCES
1.Websites referred : 1. www.parkavenue.com2. www.raymonds.com
3. www.mouthshut.com
2. magazines referred:1. 4ps2. Retailers
3. Franchising
4. Business Today
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