Consumer Perception and Brand Preference for Premium Branded

CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.

1

CONSUMER PERCEPTION AND BRAND PREFERENCE

FOR PREMIUM BRANDED SHIRTS

A DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT

OF THE REQUIREMENTS FOR THE AWARD OF

MBA DEGREE OF BANGALORE UNIVERSITY.

SUBMITTED BY

VIKRANT JAGANNATH

Reg. No � 04XQCM6118

UNDER THE GUIDANCE OF

PROFESSOR JAI RAJ NAIR

M. P. BIRLA INSTITUTE OF MANAGEMENT

(ASSOCIATE BHARATIYA VIDYA BHAVAN)

BANGALORE � 560001

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2

DECLARATION

I hereby declare that the research work embodied in this dissertation entitled

CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED

SHIRTS � has been carried out by me under the guidance and supervision of Professor Jai

Raj Nair, M.P.B.I.M., Bangalore.

I also declare that this dissertation has not been submitted to

any University or Institution for the award of any Degree or Diploma.

Place: Bangalore

Date: 2nd June 2006 VIKRANT JAGANNATH

(O4XQCM6118)


3

CERTIFICATE

I hereby certify that the research work embodied in the dissertation entitled �CONSUMER

PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS � has

been undertaken and completed by Vikrant Jagannath under my guidance and supervision.

I also certify that he has fulfilled all the requirements under the covenant governing the submission of dissertation to the Bangalore University for the award of MBA degree.

Place: Bangalore (Prof. Jai Raj Nair)

Date : 2nd June 2006


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CERTIFICATE

I hereby certify that this dissertation is an offshoot of the research work undertaken and

completed by VIKRANT JAGANNATH under the guidance of, Professor Jai Raj Nair

M.P.B.I.M. Bangalore.

.

Place: Bangalore (Dr. N. S. Malavalli)

Date : 2nd June 2006 Principal, MPBIM


5

ACKNOWLEDGEMENTS

I am happy to express my gratitude to Dr. N. S. Malavalli, (Principal, M. P. Birla Institute of

Management), for their encouragement, guidance and many valuable ideas imparted to me

for my project.

I extend my sincere thanks to Professor Jai Raj Nair MPBIM, Bangalore for providing me all

the information required and the guidance throughout the project without which this project

would not have been possible.

I would also like to sincerely thank all my lecturers and my friends for their help in

completing my project successfully.

(VIKRANT JAGANNATH)

Reg No. 04XQCM6105


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EXECUTIVE SUMMARY

Consumer awareness of styling issues and the convenience afforded by the ready to wear

helped the readymade garment industry make small inroads into the domestic market in

1980�s. The total sales of clothing wears this fiscal which would turn out to be about 30%

of the total readymade market. The branded wear market has shown a substantial growth

about 20% every year in recent times and is expected to contribute more than Rs90

billion

The research was conducted on the consumers of premium branded ready made formal

shirts in the city of Bangalore. The research due to the constraints of place, Time and

Financial and other resources was restricted to Bangalore City alone. The research is

aimed at understanding the following aspects related to Consumer Perception and Brand

Preference For Premium Branded Readymade Formal Shirts.

This project deals with the customers personal aspects like occupation sex age group . It

also deals with the customers personality like the newspapers magazines and various

factors that influence him while making a purchase of a formal shirt. It includes

comparison of six brands namely Van � Heuisen, Louis Phillipe, Arrow, Allen Solly,

Zodiac and Park Avenue. The methodology followed is questionnaire method with a total

sample size of 50 respondents, The data is tabulated and graphically represented through

histograms, pie-charts, line graphs etc.

Findings and recommendations are listed at the end of this project.


7

FUTURE SCENARIO OF INDIAN TEXTILE INDUSTRY

The agreement on textiles and clothing would cease to exist from DEC. 31

2004 and textiles would be integrated into the WTO. This will change the

contours of the global textile trade as the key markets would be up for grabs

for those supplying countries that have the competitive advantage. The

textile manufactures worldwide are gearing up to face the post-2004

challenges. The Indian textile and clothing industry, undoubtedly a global

textile powerhouse hither to constrain by the quotas, is expected to emerge

stronger.

It is expected by 2010, the Indian textile and apparel industry can achieve a

potential size of $ 85 billion from the current size of $ 36 billion.

With a projected increase in per capita consumption from 19

meters to 32 meters, the domestic market potential would be $45

billion.

On the domestic front, the fast growing economy and even faster

growing middle class with higher disposable income have the

potential to drive per capita consumption level increases and

stimulate an 8% volume growth and an 9% value growth.

Nearly 60% of the exports would comprise garments.

Over 35%of India�s exports would be from textiles.

Over 12 million new jobs would be created- 5 million jobs through

direct employment in textile industry and another 7 million jobs in

allied sectors.


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India has all the key ingredients required to take advantage of the

emerging opportunity. In segments like cotton textiles, India�s

position is much stronger. The centre has initiated technology mission

on cotton to improve productivity, Quality of cotton and to reduce

cost of cultivation to make cotton cultivation remunerative to farmers.

A well-defined strategy will enable the textile industry to shift focus

to value added products. The greatest value addition in the textile

value chain is generated in the apparel segment. Apparel would

therefore need to be the main thrust segment. The focus on value

addition will also automatically ensure development and growth of

upstream segments of the textile value chain. Processing is the

weakest links in the entire textile value chain though it is a critical

segment that determines the quality of the fabric or apparel.

The government should create an enabling environment conductive to

attracting large investments. It should focus and removing the system

anomalies, develop infrastructure capabilities, develop port

infrastructure to handle large containerized vessels and continue to

pursue reforms in the power sector at a faster pace to enable textile

industry to get quality power at competitive tariffs visa vise

competing countries like China and Pakistan�Etc.

In India, power cost is as high as 15% for spinning mills where as in

neighboring competing countries it is around 7%. Unless government

takes immediate measures to improve on this fronts textiles will suffer

badly in years to come. The expansions are happening in keeping with

the new projects coming up in weaving and processing. The spring


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spinning capacity is likely to go up at least 1.3 to 1.4 millions spindies

by next year.

The cotton-spinning sector is also moving into value added yarns

mercedised yarns, compact yarns, dyed yarns. The production of the

value added yarns will go up to 50% of the total yarn production in

the coming three to four years.

There is no doubt that the textile industry is going to be a sunrise

industry in post MFA (Multi Fibre Agreement) era.


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THE READY-TO-WEAR REVOLUTION

Traditionally, Indian�s prefer custom made clothing and the concept of

readymade is relatively recent one. the customized tailoring units were

localized to the township or city that they were located in and catered

exclusively to the domestic demand. Consumer awareness of styling issues

and the convenience afforded by the ready to wear helped the readymade

garment industry make small inroads into the domestic market in 1980�s.

A growing share of younger consumerism the spending population, who are

most open to converting to ready to wear, fueled the growth of the

readymade garment industry in subsequent years.

Increasing exposure to various media also provided an impetus in terms of

greater access to fashion trends from outside the country.

At the manufacturing end, improvements in the availability and quality of

fabrics for apparel assisted in catering to the growing demand.


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THE BRANDED WEAR MARKET

The total sales of clothing wears this fiscal which would turn out to be about

30% of the total readymade market. The branded wear market has shown a

substantial growth about 20% every year in recent times and is expected to

contribute more than Rs90 billion

TRENDS IN THE READY TO WEAR MARKET

The overall men�s wear market is growing at 6% in the premium segment.

Total men�s wear consumption in 2003-2004 is likely to be around 1405

million pieces of which 845 million (61%) will be ready-mades and 551

million (39%) will be tailor-made.


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INTRODUCTION TO MARKETING CONCEPT

Marketing is a comprehensive term and it includes all resources and a set of

activities necessary to direct and facilitate the flow of goods and services

from the producer to the consumer in the process of distribution. Therefore

marketing as a functional area of management is becoming increasingly

important as compared to other fields. In management, all decisions in

modern business organization revolve around the marketing information.

In modern business organization finance, personnel, production and R&D

might be the door to success but marketing is the key with turns the lock.

Consider any business decision, we find the critical input needed for this

purpose in the marketing information. This information can be collected and

utilized using marketing research techniques.

MEANING AND DEFINITION OF MARKETING

RESEARCH

The term marketing research is a systematic gathering, recording and

analyzing of data about problems connected with the market place i.e.,

problems relating to the product, price, promotion and physical distribution

of the marketing mix.

Philip Kotler the marketing guru defines marketing research as �Marketing

research is a systematic design, collection, analysis and reporting of data and

findings relevant to a specific marketing situations facing the company�.


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OBJECTIVES OF MARKETING RESEARCH

Marketing research is used in the formulation of all marketing

plans, policies, programs and procedures.

It is employed for evaluation of these plans, policies...Etc when

they are brought into practice.

It is used in reducing and minimizing all marketing costs,

particularly selling, advertising, promotion and distribution costs.

Programs of marketing research incidentally provide insurance

cover for the survival and growth of the business in a dynamic

economy.

Marketing management through research can bring about the sale

of the right product, through right channels to the right customers

at the right places, at the right prices by evolving right plans,

polices, and programs with the help of the right personnel.

The main objective of marketing research is to enable the

manufacturers to make goods acceptable and saleable and to see

that they reach the market more easily, quickly, cheaply and

profitable with out sacrificing the consumer interest.


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MARKETING RESEARCH PROCESS

EFFECTIVE MARKETING RESEARCH INVOLVES FIVE STEPS:

Defining the problem and research objectives.

Developing the research plan.

Collecting the information.

Analyzing the information.

Presenting the findings.

MANAGEMENT�S USE OF MARKET RESEARCH

Inspite of the rapid growth of marketing research, many companies still fail

to use it efficiently.

Several factors that stand in the way of its greater utilization are:

A narrow conception of marketing research.

Uneven caliber of market research.

Late and occasional erroneous findings by marketing research.

Intellectual differences.


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A BRIEF INTRODUCTION Madura Garments established in 1988 as a part of Coats Viyella's (U.K)

garment division.

In December 1999, Indian Rayon and Industries Ltd. an Aditya Birla group

company acquired Madura Garments.

Madura Garments is one of the fastest growing branded apparel companies

with a turnover of Rs. 395 crore at a blistering growth rate of over 30% per

annum.

Madura Garments is the undisputed leader in high quality readymade

Menswear industry in South Asia.


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The chronological developments listed below weave its success story

1989: Louis Philippe launched - The first national up market men's shirt.

1990: Launch Of Van Heusen - It was positioned as international corporate

wear.

1993: Allen Solly Launched - Introduced the Friday Dressing concept.

1996: Launch Of Peter England - Became the largest selling shirt brand in

South Asia.

1998: San Frisco Launched -Launched as the Great Trousers that last.

2000: Trouser Town - The Retail Concept store was launched as the

"Readymade Trouser Expert." 2000: Elements, casuals from the House of

Peter England was launched.

2001: Planet Fashions launched -Mega store for Menswear - housing all

Madura brands.

MISSION To continuously enhance leadership position in the branded ready-made

apparel market by marketing brands that continuously provides the Best

Value to consumers in terms of fashion, design, quality, availability &

image.

To continue to be South Asia's leading clothing company by sustaining

world-class standards of quality, customer service and design.


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VALUES

Competitive Ability

Quality Service & Value

Taking Advantage of Change

Committed People

Clear Objectives

Simple Organization

Openness

Responsibility/Empowerment

Premium brands under MADURA GARMENTS

Louis Philippe

Van Heusen

Allen Solly


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Madura Garments was the first to launch an International menswear brand

label in South Asia when it launched Louis Philippe in 1989.

Louis Philippe has the distinction of being the first to introduce in India, a

super premium segment in the readymade shirt industry.

Louis Philippe's range of superbly crafted garments makes an exclusive

fashion statement that is accepted as the Ultimate Status Symbol, recognized

by the unique identifier, "The Upper Crest".


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Van Heusen was introduced in 1990, a brand targeted at Corporate

Executives. Very soon, it became the preferred corporate wear, redefining

corporate attire through constant product innovations and collections.


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The Allen Solly brand has been in existence since 1744 and is

currently a trademark of William Hollins & Co. Ltd., England.

Through association with Friday Dressing in India, this International

brand is today the symbol of a genre that has rescued business

dressing from a dip in corporate starch. For the soul that questions

corporate formality, the brand provides a well-dressed way out.


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A BRIEF HISTORY Incorporated in 1925, the Raymond Group is a Rs1400 crore plus

conglomerate having businesses in Textiles, Readymade Garments,

Engineering Files & Tools, Prophylactics and Toiletries.

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

enjoys a pronounced position in the international market. Raymond believes

in Excellence, Quality and Leadership.

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

folio: Park Avenue, Parx & Manzoni.


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The most respected brand in the formal menswear category in India. A

trendsetter ever since its launch, Park Avenue's innovations in design,

styling, colours and fashion has always been the benchmark for other brands.

Park Avenue is the only brand that provides complete wardrobe solutions for

men. With its unique collection of suits, jackets and trousers, Park Avenue

has successfully addressed the needs of the corporate czar. The Park Avenue

product portfolio includes:

Shirts

Trousers

Suits

Jackets


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Park Avenue shirts cover the widest spectrum of colours, fabrics and

designs made in 100% cotton as well as cotton blends.

Park Avenue shirts comes in a range of solid shades in plain and twill

weaves as well as checks and stripes in white- and colour-based designs.

Classically designed shirts with regular collar, button down collar and

cutaway collar options complete this very exquisite range.

Sub-brand Park Avenue Platinum occupies the top position in upper-crust

clothing. These are 100% cotton shirts in contemporary designs available in

the latest and trendiest international pattern and styles.

New collections under Park Avenue

The Classic Dress Shirt

Fine Tech Shirts

Evening Wear shirts

Leisurewear shirts

100% wrinkle free shirts


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A BRIEF HISTORY

The company started business with export of readymade garments to Europe

in the early '60s, which included mainly ties and shirts. For many decades,

Zodiac has been synonymous with ties. The business of ties is a high fashion

business and Zodiac has taken this to new highs in India and across the

globe. In fact, one can say that in India Zodiac is generically associated with

ties. Following Zodiac's huge success with ties, the company entered the

arena of men's accessories with Cuff links, Belts, Wallets and

Handkerchiefs. In 1973, Zodiac had a stand-alone exclusive shirt shop in

Hotel Taj in Mumbai. The company then entered the domestic shirt segment

in late '80s. Shirts and ties being the main areas of focus. In addition to the

above products, Zodiac has today added quality trousers in its arsenal and

with their new brand ZOD! Have opened up a whole new segment in the

country- "Club wear".


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ZODIAC SHIRTS

Zodiac is one of the largest shirt companies in the world and sells quality

shirts to the best stores across the globe. Zodiac has been a quality

manufacturer of fashion garments for the last 47 years and is considered to

be one of the finest quality shirt makers. All shirts are made from the finest

fabrics sourced worldwide to give quality, value for money products. Zodiac

shirts offer quality at affordable prices ranging from Rs545 to Rs2,200.

Zodiac has also being awarded the Most Admired Neckwear Brand

Award of the year at the prestigious 'Images Fashion Awards 2000'.

Zodiac, is today, the largest selling shirts & tie brand at Shopper's Stop

according to Brand Equity (The Economic Times)


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A BRIEF HISTORY

The Arvind Mills Limited is the flagship company of Rs.20 billion (US$ 550

million) of the Lalbhai Group.

The Lalbhai Group, founded by three Lalbhai brothers-Kasturbhai,

Narottambhai and Chimanbhai in 1908, has grown to become one of India's

most diversified business houses, with a significant presence in the textiles,

ready-to-wear, agrochemicals and telecom industries in India.

Each company in the group, in its own way, pursues a single mission- to be

the benchmark in its' industry. To achieve this, they have tied-up with a

variety of companies...all world leaders in their respective fields.

Renovision and Technology have brought them to where they are today-one

of the top ten manufacturers of Denim in the world, on their way to

becoming global textile conglomerate.

BRAND UNDER ARVIND MILLS


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A BRIEF INTRODUCTION

With a heritage spanning over 150 years, Arrow - the premium men�s wear

brand has come to be recognised as the leader in men�s fashion.

Having conquered the American market, The Arrow Company, a division of

Cluett Peabody & Co. Inc., USA entered India in 1993. Since then, the brand

has gained immense popularity in India and is the most sought after

premium shirt for the savvy, fashion conscious Indian men.

Arrow, brought to India by Arvind Brands, has been the voice of authority in

formal dressing that understands the wardrobe requirements of its discerning

male customers.

Arrows offerings are aimed at working executives who believe in power

dressing. The target customer for Arrow customers is an achiever in his

respective field and wants only the best, be it a pen or the vehicle he drives.

The brand has constantly worked on its product range and brought out

collections that become synonymous with elegance and class. The Arrow

wardrobe is available in four ranges: Americas Classic, Americas Premium,

Americas Sport and Urban from Arrow.


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ARROW WARDROBE

Premium- This range has garments that are made with 100% 2-ply cotton

and undergoes ETI treatment for a wrinkle-free effect. 2-ply yarn is more

durable, stronger and lasts longer. This means the shirt lasts longer and looks

better. This label includes international designs, a muted colour palette, two-

tone fabrics and stylish collars.

Classic- Arrow believes that cotton is the best fabric against ones skin as it

is soft, breathable and 100% natural. As a result, Arrow has taken a policy

decision that even the Classic range will offer the consumer only 100%

cotton.

Sportswear- This range is made of 100% cotton in sporty finishes, indigo

knits, soft washes, fine fabrics and a sophisticated palette. Americas Sport

range offers a series of khakis, indigos and peached fabrics. The range is

supported by peached tussore trousers with fashionable styling. The range

includes shirts, trousers, knits and jackets.

Urban- Arrow�s urban collection is created for the man with an innate sense

of style and fashion. The collection is meant to be worn at social gatherings.

It uses a cotton lycra blend and the shirts are tapered with a narrow fit and an

international collar.

Arrow offers wardrobe solutions and not just shirts. Through its various

collections it caters to the different moments in a mans life office wear,

After-office wear, weekends and social events.


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DESIGN OF THE STUDY The second chapter is focused on details about how the research

was conducted with information on the following aspects.

Scope of the research

Statement of the problem

Objectives of the research

Design of the research

SCOPE OF THE RESEARCH

The research was conducted on the consumers of premium branded ready

made formal shirts in the city of Bangalore. The research due to the

constraints of place, Time and Financial and other resources was restricted

to Bangalore City alone. The research is aimed at understanding the

following aspects related to Consumer Perception and Brand Preference For

Premium Branded Readymade Formal Shirts.

Impression of Branding

Brand awareness

Brand Loyalty

Influencing Factors In Purchase decisions

Advertisement effectiveness


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STATEMENT OF THE PROBLEM

The corporate community of today�s world has come to realize the power of

branding and tapping changing consumer perception as a tool for substantial

Competitive advantage over other similar companies operating in the

industry and the most comprehensive concept of branding is building the

companies as Brands. But in the case of ready-to-wear garments industry,

Branding always has and will plan an key role and thus the research tries to

confirm to the statement. This is the reason why the research is trying to

answer the question,

Whether branding plays a vital role in purchase of premium

branded readymade formal shirts?

Whether companies are providing the product with changing

consumer perception and needs?


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OBJECTIVES OF THE RESEARCH

To study the consumer perceptions towards premium branded

readymade formal shirts.

Brand awareness.

Impact of brand image.

The factors influencing the purchase behaviour.

The satisfaction levels of consumer of premium branded

readymade shirts.

To measure the impression of advertisement.

To know expectations of consumers from premium brands.


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DESIGN OF THE RESEARCH

The research was designed to achieve the above mentioned objectives and the following tools were used to collect the required data.

Sampling method sampling frame Sample Size Data collection Methods

SAMPLING METHOD

A sample is considered during a research when the size of the population is

very large and a set is chosen to represent the whole population, this set is

called a sample is a representative of the population under study.

Similarly, a sample was chosen for the research and was chosen by a simple

random sampling.

SAMPLING FRAME

The sample frame represents the groups of respondents that were contacted

during the survey it also represents the profession of the respondents that

were connected for data.

SAMPLE SIZE

The total sample size for the data collection for the research was 50

respondents.


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Data Collection Methods:

The sources of data collection are:

1. Primary Data:

Primary Data is the first hand information collected during the

research. These are the original observations collected from the

targeted segment of different methods.

The Primary Data is collected through structured questionnaires and

Direct Interview.

2. Secondary Data:

The Secondary Data is collected through the materials given by the

organization, books, journals, Business magazines and Internet.

Tools for Data Collection:

Structured Questionnaires were the tools for data collection. The

Questionnaire was neatly designed and constructed for the purpose inline

with the objective of the study.


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Table No.1

Table indicating the number of respondents with respect to their age group.

Age Group (years) No. of Respondents Percentage (%)

18-25 30 60 25-35 13 26 35-45 03 06 > 45 04 08 Total 50 100 Graph No.1

Graph indicating the number of respondents with respect to their age group.

Inference:

It can be inferred from the table and graph that 30 (60%) respondents are in the age

group of 18-25 years, 13 (26%) respondents are in the age group of 25-35 years, 3 (6%)

respondents are in the age group of 35-45 years, 4 (8%) respondents are in the age group

of above 45 years.

No. of Respondents

3013

3 418-25 Years

25-35 Years

35-45 Years

>45 Years


35

Table No.2

Table indicating the gender of the respondents.

Gender No. of Respondents Percentage (%)

Male 45 90 Female 05 10 Total 50 100 Graph No. 2

Graph indicating the Gender of the respondents.

No of respondents

45

5

Male

Female

Inference:

It can be inferred from the table and graph that 45 (90%) of respondents are Male and

5 (10%) respondents are Female.


36

Table No.3

Table indicating the number of respondents with respect to their educational

qualification.

Educational Qualification No. of Respondents Percentage (%)

S SL C 00 00 P U C 00 00 Under Graduate 17 34 Graduate 25 50 Post Graduate 08 16 Total 50 100 Graph No.3

Graph indicating the number of respondents with respect to their

educational qualification.

Inference:

It can be inferred from the table and graph the educational qualification of the

respondents. 17 (34%) respondents are Under-Graduates, 25 (50%) respondents are

Graduates, 8 (16%) respondents are Post Graduates.

0

0

17

25

8

0 10 20 30 40 50

SSLC

Under Graduate

Post Graduate

No of respondents

SSLC

PUC

UG

Graduate

Post Graduate


37

Table No.4

Table indicating the number of respondents with respect to their Occupation.

Occupation No. of Respondents Percentage (%)

Self Employed 10 20 Salaried 17 34 Student 13 26 Others 10 20 Total 50 100

Graph No.4

Graph indicating the number of respondents with respect to their

occupation.

Inference:

It can be inferred from the table and graph with reference to their occupation. 10 (20%)

respondents are Self-Employed, 17 (34%) respondents are salaried, 13 (26%)

respondents are Students and 10 (20%) respondents are in other occupation.

No of respondents

10

1713

10Self Employed

Salaried

Student

Others


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Table No.5

Table indicating the number of respondents with respect to their Annual

income.

Annual income (Rs) No. of Respondents Percentage (%)

< Rs50,000 11 22 Rs50,000-1,00,000 14 28 Rs1,00,000-3,00,000 09 18 >Rs3,00,000 16 32 Total 50 100 Graph No.5

Graph indicating the number of respondents with respect to their Annual

income.

Inference:

It can be inferred from the table and graph with reference to their Annual Income, 11

(22%) respondents Income is Below Rs50,000 14 (28%) respondents income is between

Rs50,000-1,00,000, 9 (18%) respondents income is Rs1,00,000-2,00,000, 16 (32%)

respondents income is above Rs3,00,000.

No. of Respondents

22%

28%18%

32% <Rs 50,000

Rs 50,000-1,00,000

Rs 1,00,000-3,00,000

>Rs 3,00,000


39

Table No.6

Table indicating the different News Paper read by the respondents.

News Paper No. of Respondents Percentage (%)

Times Of India 39 78 Deccan Herald 21 42 Vijay Times 19 38 Economic Times 13 26 Others 16 32 Graph No. 6

Graph indicating the different News Paper read by the respondents.

39

21 1913

16

05

101520253035404550

No. of respondents

Times Of India

Deccan Herald

Vijay Times

Economic Times

Others

Inference:

It can be inferred from the table and graph that, 39 (78%) respondents read Times Of

India, 21 (42%) respondents read Deccan Herald, 19 (38%) read Vijay Times, 13 (26%)

read Economic Times and 16 (32%) respondents read other News papers like Indian

Express, Business Times�etc.


40

Table No.7

Table indicating the different Magazines read by the respondents.

Magazines No. of Respondents Percentage (%)

Business Today 28 56 Business World 22 44 India Today 39 78 Sports Star 13 26 Others 16 32 Graph No. 7

Graph indicating the different Magazines read by the respondents.

2822

39

1316

05

101520253035404550

No. of respondents

Business today

Business World

India Today

Sports Star

Others

Inference:

It can be inferred from the table and graph that, 28 (56%) respondents read Business

Today, 22 (44%) read Business World, 39 (78%) read India Today, 13 (26%)

respondents read Sports Star and 16 (32%) read other Magazines such as Inside

Cricket�etc.


41

Table No.8

Table indicating the number of respondents with reference to the awareness

of Premium Branded Formal Shirts.

Premium Brands No. of Respondents Percentage (%) Van Heusen 24 48 Louis Philippe 36 72 Park Avenue 26 52 Allen Solly 31 62 Zodiac 20 40 Arrow 23 46 Others 12 24 Graph No. 8

Graph indicating the number of respondents with reference to the awareness

of Premium Branded Formal Shirts.

24

36

2631

2023

12

05

101520253035404550

No. of respondents

Van Heusen

Louis Phillipe

Park Avenue

Allen Solly

Zodiac

Arrow

Others

Inference:

It can be inferred from the table and graph that, 24 (48%) respondents are aware of

Van Heusen, 36(72%) respondents are aware of Louis Philippe, 26 (52%) are aware of

Park Avenue, 31 (62%) respondents are aware of Allen Solly, 20 (40%) respondents are

aware of Zodiac, 23 (46%) respondents are aware of Arrow and 12 (24%) respondents

are aware of other brands like John Players, Dockers, Indigo Nation�etc.


42

Table No.9

Table indicating the number of respondents with reference to the awareness

of Premium Branded Formal Shirts through different media .

Media No. of Respondents Percentage (%)

T V 36 72 News Paper 32 64 Magazines 22 44 Hoardings 14 28 Friends/Relatives 23 46 Retail Outlet 12 24

Graph No. 9

Graph indicating the number of respondents with reference to the awareness

of Premium Branded Formal Shirts through different media.

3632

22

14

23

12

05

101520253035404550

No. of respondents

T V

News Paper

Magazines

Hoardings

Friends/Relatives

Retail Outlet

Inference:

It can be inferred from the table and graph that, 36 (72%) respondents came to know

the brands through TV, 32 (64%) respondents through News Papers, 22 (44%)

respondents through Magazines, 14 (28%) respondents through Hoarding, 23 (46%)

respondents through word of mouth [Friends/Relatives] and 12 (24%) respondents

through retail Outlets.


43

Table No.10

Table indicating the number of respondents with reference to the media

impressed them to purchase Premium Branded Formal Shirt.

Media No. of Respondents Percentage (%)

T V 12 24 News Paper 08 16 Magazines 11 22 Hoardings 07 14 Others 12 24 Total 50 100 Graph No. 10

Graph indicating the number of respondents with reference to the media

impressed them to purchase Premium Branded Formal Shirt.

No. of respondents

24

16

22

14

24 T V

News Paper

Magazines

Hoardings

Others

Inference:

It can be inferred from the table and graph that, 12 (24%) respondents are impressed

through TV ads. 8 (16%) respondents through News Papers, 11 (22%) respondents

through Magazines, 7 (14%) respondents through Hoardings and 12 (24%) respondents

are impressed by others like word of mouth�. Etc.


44

Table No.11

Table indicating the number of respondents with reference to the

advertisement recalled by them of various brands.

Premium Brands No. of Respondents Percentage (%) Van Heusen 12 48 Louis Philippe 28 72 Park Avenue 22 52 Allen Solly 16 62 Zodiac 14 40 Arrow 26 46 Others 08 24 Graph No. 11

Graph indicating the number of respondents with reference to the

advertisement recalled by them of various brands.

12

2822

16 14

26

8

05

101520253035404550

No. of respondents

Van Heusen

Louis Phillipe

Park Avenue

Allen Solly

Zodiac

Arrow

Others

Inference:

It can be inferred from the table and graph that, 12 (24%) respondents recall the ads. of

Van Heusen, 28 (56%) respondents of Louis Philippe, 22 (44%) respondents of Park

Avenue, 16 (32%) respondents of Allen Solly, 14 (28%) respondents of Zodiac, 26 (52%)

respondents of Arrow and 8 (16%) respondents recall the Ads. Of other brands like John

Players, Indigo Nation �etc.


45

Table No.12

Table indicating the number of respondents with reference to the appeal of

advertisement of various brands.

Appeal No. of Respondents Percentage (%)

Brand Name 21 42 Style 06 12 Durability 08 16 Comfort 12 24 Others 03 06 Total 50 100 Graph No. 12

Graph indicating the number of respondents with reference to the appeal of

advertisement of various brands.

No. of respondents

21

68

12

3Brand Name

Style

Durability

Comfortness

Others

Inference:

It can be inferred from the table and graph that, 21 (42%) respondents feel the ads. are

appealing to Brand Name, 6 (12%) of respondents as Style, 8 (16%) of respondents as

Durability, 12 (24%) of respondents as Comfort, 3 (6%) of respondents as others.


46

Table No.13

Table indicating the number of respondents with reference to the extent of

ads. played role in purchase of Premium Branded Formal Shirts.

Extent No. of Respondents Percentage (%)

High 22 44 Medium 24 48 Low 04 08 Total 50 100 Graph No. 13 Graph indicating the number of respondents with reference to the extent of

ads. played role in purchase of Premium Branded Formal Shirts.

Inference:

It can be inferred from the table and graph that advertisement had played a high role in

purchase for 22 (44%) respondents, Medium role for 24 (48%) respondents and less role

for 4 (8%) respondents.

No. of respondents

44

48

8

High

Medium

Low


47

Table No.14

Table indicating the number of respondents with reference to the Brands

they purchased.

Premium Brands No. of Respondents Percentage (%) Van Heusen 12 24 Louis Philippe 14 28 Park Avenue 06 12 Allen Solly 13 26 Zodiac 08 16 Arrow 16 32 Others 14 28 Graph No. 14 Graph indicating the number of respondents with reference to the Brands

they purchased.

12 14

6

138

16 14

05

101520253035404550

No. of respondents

Van Heusen

Louis Phillipe

Park Avenue

Allen Solly

Zodiac

Arrow

Others

Inference:

It can be inferred from the table and graph that 12 (24%) respondents purchased Van

Heusen.14 (28%) purchased Louis Philippe. 6 (12%) respondents had purchased Park

Avenue. 13 (26%) respondents purchased Allen Solly.8 (16%) respondents purchased

Zodiac. 16 (32%) respondents purchased Arrow. 14 (28%) respondents purchased other

brands.


48

Table No.15

Table indicating the number of respondents with reference to the factors

influenced them while purchasing of Premium Branded Shirts.

Factors No. of Respondents Percentage (%)

Brand Name 34 68 Price 22 44 Quality 42 84 Style 18 36 Colour 16 32 Others 08 16 Graph No. 15 Graph indicating the number of respondents with reference to the factors

influenced them while purchasing of Premium Branded Shirts.

34

22

42

18 16

8

05

101520253035404550

No. of respondents

Brand Name

Price

Quality

Style

Colour

Others

Inference:

It can be inferred from the table and graph that factors influenced respondents while

purchasing. 34 (68%) respondents influenced by Brand Name. 22 (44%) respondents

influenced by Price. 42 (84%) respondents influenced by Quality. 18 (36%) respondents

are influenced by Style. 6 (12%) respondents are influenced by Colours and 8 (16%)

respondents are influenced by other factors.


49

Table No.16

Table indicating the number of respondents with reference to what made

them to think the particular shirt belongs to Premium class.

Factors No. of Respondents Percentage (%)

Brand 19 38 Quality 16 32 Durability 07 14 Price 08 16 Total 50 100 Graph No. 16

Graph indicating the number of respondents with reference to what made

them to think the particular shirt belongs to Premium class.

No. of respondents

38

32

14

16Brand

Quality

Durability

Price

Inference:

It can be inferred from the table and graph with reference to respondent�s opinion. 19

(38%) respondents feel that particular shirt belong to premium class due to Brand

Name. 16 (32%) respondents due to Quality. 7(14%) respondents due to Durability. 8

(16%) respondents feel the particular shirt is premium due to Price.


50

Table No.17

Table indicating the number of respondents with reference to where they

made the purchase of Premium Branded Formal Shirts.

Purchased Place No. of Respondents Percentage (%)

Company�s Outlet 22 44 Reputed Retail Shop 24 48 Others 04 08 Total 50 100 Graph No. 17

Graph indicating the number of respondents with reference to where they

made the purchase of Premium Branded Formal Shirts.

No. of respondents

22

24

4

Company's Outlet

Reputed Retail Shop

Others

Inference:

It can be inferred from the table and graph that, 22 (44%) respondents purchased

through Company�s Outlet. 24 (48%) respondents purchased through Reputed retail

shop and 4 (8%) respondents purchased through others.


51

Table No.18

Table indicating the number of respondents with reference to use of Premium

Branded Formal Shirts.

Use No. of Respondents Percentage (%)

Daily to Office 18 36 Occasionally for parties 22 44 Others 10 20 Total 50 100 Graph No. 18

Graph indicating the number of respondents with reference to use of

Premium Branded Formal Shirts.

No. of respondents

18

22

10

Daily for Office

Occasionaly for Parties

Other Occasions

Inference:

It can be inferred from the table and graph that, 18 (36%) respondents use Premium

Branded Shirts daily for office use, 22 (44%) respondents use Occasionally for Parties

and 10 (20%) respondents use premium branded shirts in other occasions.


52

Table No.19

Table indicating the number of respondents with reference to repurchase

timing of Premium Branded Formal Shirts.

Repurchase Timing No. of Respondents Percentage (%)

Monthly Once 00 00 2-3 Months 08 16 3-6 Months 16 32 6-8 Months 20 40 8-12 Months 06 12 > One Year 00 00 Total 50 100

Graph No. 19

Graph indicating the number of respondents with reference to repurchase

timing of Premium Branded Formal Shirts.

No. of respondents

08

1620

60

0 10 20 30 40 50

Monthly Once

3-6 Months

8-12 Months

No of respondents

Monthly Once

2-3 Months

3-6 Months

6-8 Months

8-12 Months

> One Year

Inference:

It can be inferred from the table and graph with reference to repurchase timing. 8 (16%)

respondents purchase in the period of 2-3 months.16 (32%) respondents purchase in the

period of 3-6 months. 20 (40%) respondents purchase in the period of 6-8 months and 6

(12%) respondents purchase in the period of 8 months to one year.


53

Table No.20

Table indicating the number of respondents with reference to type of shirts

sought by them.

Shirt Type No. of Respondents Percentage (%)

Plain 43 86 Checks 29 58 Lines/Stripes 08 16 Others 00 00 Graph No. 20

Graph indicating the number of respondents with reference to type of shirts

sought by them.

No. of respondents

43

29

8

0 10 20 30 40 50

Plain

Checks

Stripes

Plain

Checks

Stripes

Inference:

It can be inferred from the table and graph that 43 (86%) respondents prefer plain

shirts. 29 (58%) respondents prefer checks. 8 (16%) respondents prefer Stripes.


54

Table No.21

Table indicating the number of respondents with reference to satisfaction

with their present Premium Branded Formal Shirts.

Satisfaction No. of Respondents Percentage (%)

Yes 43 86 No 07 14 Total 50 100 Graph No. 21

Graph indicating the number of respondents with reference to satisfaction

with their present Premium Branded Formal Shirts

No. of respondents

43

7 Yes

No

Inference:

It can be inferred from the table and graph that 43 (86%) respondents are satisfied with

their present shirts and 7 (14%) respondents are not satisfied with their present

premium branded formal shirts.


55

Table No. 22

Table indicating the number of respondents with reference rate of

satisfaction with their present Premium Branded Formal Shirts.

Factors High Medium Low Total %

Price 16 22 12 50 100 Quality/Durability 33 14 03 50 100 Styling 23 18 09 50 100 Colors available 17 33 00 50 100 Graph No. 22 Table indicating the number of respondents with reference rate of

satisfaction with their present Premium Branded Formal Shirts.

16

33

2317

22

1418

33

12

39

005

101520253035404550

High Low

No. of respondents

Price

Quality/Durability

Style

Colours

Inference:

It can be inferred from the table and graph that 16 (32%) respondents are highly

satisfied with price, 33 (66%) respondents are highly satisfied with quality/durability,

23 (46%) respondents are highly satisfied with styling and 17 (34%) respondents are

highly satisfied with colours available.


56

FINDINGS FROM THE RESEARCH

1. Maximum numbers of respondents are in the age group of 18-25

years and 25-35 years.

2. Majority of the respondents are male.

3. Majority of respondents are Graduates.

4. Most of the respondents are Salaried Professionals, Students, and

Self Employed.

5. Majority of the respondents� annual income is above Rs3, 00,000.

6. Most of the respondents read News Papers like Economic Times,

Times of India, and Deccan Herald.

7. Majority of the respondents read Magazines like India Today,

Business World and Business Today.

8. The brands came to know through TV, News Papers and

Magazines for maximum respondents.

9. The advertisement in TV, Magazines, News Paper and Word of

Mouth impressed respondents in purchase of premium brands.

10. Majority of the respondents consider advertisement appeals to

Brand name and comfort.

11. Advertisement plays an important role in purchase of Premium

branded shirts.

12. Majority of the respondents had purchased premium brands like

Van Heusen, Louis Philippe, Arrow, Allen Solly and Park Avenue.

13. Brand name, Quality, Price and Design are the most important

factors influenced respondents while purchasing.


57

14. Brand name, Quality and the Price are the main factors made

respondents to feel the particular shirts belong to premium class.

15. Majority of the respondents purchased the premium branded shirts

at Reputed Retail Malls like Shoppers Stop�etc and Company�s

Outlets like Megamart�etc.

16. Majority of the respondents wear the Premium Branded Shirts

occasionally for parties and in other occasions.

17. Majority of the respondents repurchase the Premium shirts once in

6-8 months.

18. Majority of the respondents prefers plain and Checks shirt.

19. Majority of the respondents prefer 100% fine cotton fabric.

20. Most of the respondents also prefer dual colour shirts.

21. Majority of the respondents are satisfied with their present

Premium Branded Readymade Formal shirts.

22. Majority of the respondents are satisfied with the pricing, Quality

Style and colours of the Premium Branded Readymade Formal

Shirts.


58

Recommendations;

The customer tends to give more importance to colour, brand

name and styling of a formal shirt. So a company should focus

on these aspects. The various companies should mainly focus on

cotton shirts because most customers mainly prefer that.

Advertising plays a very important role in the purchase of a shirt as most Customers purchased reputed brands.As most customers were bellow the age group of thirty so the company strategies should focus on that age group. The company should focuss on giving better quality product as most customers were very brand loyal and were generally satisfied with the product. Pricing did play an important role for people whose income was less than one lakh per annum


59

CONCLUSION

This project has helped me understand the importance and significance of consumer perception and brand preference for premium branded shirts.as given me exposure to the practical side of retailing and at the same time enhanced my knowledge by applying theory learnt in class to practice.

The project helped me to understand the various parameters which customer looks at while making a purchase of a shirt.. The various influencing factors while purchasing , the different brands which people purchased


60

BIBLIOGRAPHY

BOOKS:

Retail Management By Ron Hasty & James Reardon

Marketing Management � Philip Kotler

Research Methodology � Cooper and Schindler

JOURNALS AND MAGAZINES :

4 Ps

Business World

Business Today

WEBSITES:

www.google.com

www.pantaloon.com

www.globusindia.com

www.lifestyle.com

www.shopperstop.com

http://www.google.com

http://www.pantaloon.com

http://www.globusindia.com

http://www.lifestyle.com

http://www.shopperstop.com


61

ANNEXURES


QUESTIONNAIRE

I am a student of M P Birla Institute of Management, pursuing MBA Program. As a part of the MBA curriculum, I have taken

up a research project on CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.

In this connection, I need some information. Below is the

questionnaire. Kindly give your responses to the questions in the

questionnaire. I sincerely assure your responses will be kept

strictly confidential and shall only be used for academic purpose.

I shall greatly appreciate your cooperation in completing my

research project.

Mr. Vikrant Jagannath


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1 The age group 18-25 25-35 35-45 45+

2 Sex male female

3 Educational Qualification < PUC under Grad Graduate PG

4 Occupation Self employed Salaried Student Others

5 Annual Income < 50,000 50k-1Lac 1Lac-3Lac 3Lac+

6 News Papers Read TOI Deccan ET Others

7 Magazines Read Bus today Bus World India today Others

8 Modes of Publicity through TV News papers Hordings Friends& Retail outlets different media in Formal shirts & magazines Relatives

9 Brand awareness of Premium Van-Heusein Louis-Phillipe Park avenue Allen-Solly Zodiac Shirts

10 The impact of Advertisements Van-Heusein Louis-Phillipe Park avenue Allen-Solly Zodiac W. r. t.various brands

11 Role of Advertisements High Medium Low

12 The brands which respondants Van-Heusein Louis-Phillipe Park avenue Allen-Solly Zodiac Purchased

13 Influencing Factors while Brand name Price quality Style Colour purchasing

14 What catogorises a shirt in a Brand name Price quality Style Durability premium class

15 Place of Purchase Company Reputed Others outlet Retail store

16 Frequency of use Daily use Occasionally Parties

17 Frequency of Purcgase Monthly 2m - 3m 3m - 8m 8m - 12m >1year

18 Style & Pattern of Shirts Plain Checks Stripes Others

19 Satisfaction with current brand Yes No


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20 Rate of Satisfaction with current brand

High Medium Low Price QTY Style Colour


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Consumer Perception and Brand Preference for Premium Branded

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