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The study was taken for the title “A study on Brand Preference &
Acceptability of Branded Ready-made Formal Men’s wear” it was conducted
to study about the preferences and the acceptability and their influencing
factors for their purchase.
In this study a survey method was adopted. Fieldwork was carried out
to collect the necessary data. Questionnaires were used for collection of data.
The information thus gathered constituted primary data and secondary data.
The well known brands like in India are Louis Philippe, Van Heusen,
Arrow, Allen Solly, Park Avenue, black berry, and Color Plus
Theoretical background
Brand is a source of relationships with customers, promises to
costumers and customer loyalty. Great brands present emotional benefits and
not just rational/functional. Branding is a process of creating an association
between symbol/object/emotion perception and a product/company with a goal
of diving loyalty and creating differentiation. Branding is raising new
questions for the brand mangers like what benefits and expectations customers
look across a brand, how consistent in the brand image, etc.
What is brand?
Perhaps the most distinctive skill of professional marketers is their ability to
create, maintain, protect, and enhance brands. Marketers say, “Branding is the
art and cornerstone if marketing.” The American Marketing Association
defines a brand as follows:
If a company treats a brand only a name, it misses the point. The branding
challenge is to develop a deep set of positive associations of the brand.
Marketers must decide at which level(s) to anchor the brand’s identify. One
mistake would be to promote only attributes. First, the buyer is not as
interested in attributes as in benefits. Second, competitors can easily copy
attributes. Third, the current attributes may become less desirable later.
Promoting the brand only on one benefit can also be risky. Suppose Mercedes
touts its main benefit as “high performance”. Then several competitive brands
emerge with high performance as compared to other benefits. Mercedes needs
the freedom to maneuver into a new benefit positioning.
Brand Equity:
Brands vary in the amount of power and value they have in the market place.
At one extreme are brands that are not known by most buyers. Then there are
brands for which buyers have a fairly high degree of brand awareness.
Beyond this are brands with a high degree of brand acceptability. Then there
are brands that enjoy a high degree of brand loyalty. Tony O’ Reilly, former
CEO of H.J. Heinz, proposed this test of brand loyalty: “My acid test…. Is
whether a housewife, intending to buy Heinz tomato ketchup in a store,
finding it to be out of stock, will walk out o f the store to buy it elsewhere.
Few customers are as brand-loyal as O’Reilly hopes Heinz’s customers will
be. Aaker distinguished five levels of customer’s attitude toward his or her
brand, from lowest to highest:
1. Customer will change brands, especially for price reasons. No brand
loyalty.
2. Customer is satisfied. No reason to change the brand.
3. Customer is satisfied and would incur costs by changing brand
4. Customer is devoted to the brand
Brand equity is highly related to how many Customers are in classes3, 4 or 5
Brand Strategy
Brand strategy involves drawing an action plan for creating, building and
nurturing brands. Brand strategy includes decisions relating to line extension,
brand extension, multi branding, developing new brands and brand
rationalization.
Product category
Existing New
Line Brand
Existing
extension extension
Brand
name
New
New Multi brands
brands
Line Extension: Line extension is extending the existing brand names to new
forms, sizes and flavors of an existing product category. For example, Colgate
has extended its brand name in the toothpaste category from Colgate to
Colgate gel, Colgate herbal, Colgate sensitive, Colgate cibaca top, Colgate
calciguard and Colgate total.
Brand Knowledge
Brand Recognition
To correct for people’s tendency to guess (to say that they recognize when in
fact they are uncertain), you can compute a recognition score called d prime,
as follows: d' = HR – FA, where HR is the hit rate (the percentage of
respondents who correctly recognize the target stimulus) and FA is the false
alarm rate (the percentage of respondents who incorrectly “recognize” a “new”
stimulus, i.e., a stimulus not shown before).
• Here is a list of brand (ads, logos). Do you remember having seen this brand
(ad, logo) before (yesterday/last month)? 3
Brand Image
from scratch by eliciting brand associations and then measuring the strength of
these associations.
The outcome of this exercise is usually a short list of the positive and negative
associations consumers have with the brand, ranked by strength. For
comparison purposes, it is useful to report the average strength of each
association with the brand and the strength of the association with competing
brands, and to do this for each target segment (e.g., brand users and users of
competing brands).
Design of study
Statement of problem
Objective:
Primary:
To know the brand awareness towards the branded ready made formal wear
for men
To know the brand preferences towards the branded ready made formal wear
for men
To study the influencing factors for the purchase of the banded garments
Secondary
This study is mainly aimed at identifying the various brands in men’s garments
and its awareness and acceptance level which in turn can help this industry to
design suitable marketing strategies.
Research methodology
Type of research:
The type of research adopted for the project is Descriptive Research. In this
study a survey method was adopted. Fieldwork was carried out to collect the
necessary data. Questionnaires were used for collection of data. The
information thus gathered constituted primary data and secondary data.
Sources of data
Primary data
Those are the data that are obtained by a study specially designed to
fulfill the data needs of the problem. Interviewing the respondents at
the malls with help of a structured questionnaire is followed to collect
the primary data.
Secondary data:
Data, which are not originally collected but for this purpose, rather
obtained from published or unpublished sources, are known as
secondary data. In this research secondary data was collected through
sources like company research compiled in statistical statements,
magazines, company printed internal records and promotional
materials, textbooks & Internet.
Sample selection:
In the study Non-probability random sampling – Convenient Sampling
Method used to collect the data, where the entire Bangalore city becomes the
population.
Sample size:
Research instrument
The questionnaire was used which had various questions, apart questionnaire
observation of the respondents is done.
The Indian apparel market has been growing at 4-5 per cent over the past few
years in quantitative terms. Most of the growth has come from the branded
segment, which has been growing at 10-15% annually till 1998 and at a faster
pace later on. Value growth has been even better.
However, growth in the past year has been satisfactory considering the marked
slowdown in demand in India and abroad accentuated by the unfortunate
events of September 11, 2001 in the U.S. followed by the December 13 attack
on the Indian Parliament and more recently the disturbances in Gujarat. All
these have affected the general business sentiment across the country.
The growth in the branded wear category can also be attributed to the fast
paced changes in the retail scenario. The evolution of retail channels in India
is being driven by the evolving preferences of the consumer whose awareness
level of fashion trends, disposable income and consumerism are all high. A
significant positive shift is taking place in Indian consumer’s buying behavior
and expectations that no longer follow traditional retail practices. This can be
attributed to the following factors:
Change in lifestyle
Entry of leading international brands
Greater awareness and exposure to international media
Foreign travel
The Indian consumer to day wants different new merchandise at shorter
intervals complemented by a great shopping ambience, service with speed and
above all convenience of shopping ambience, service with speed and above all
convenience of shopping. Above all there is an increasing urge to create a
positive image of oneself given the overall environment of professionalism
and competition. Serious marketers have identified this trait and worked to
increase the variety and quality of products offered, along with meaningful
lifestyle led advertising.
New retail formats that are more consumers’ friendly and offer a significantly
enhanced ambience and overall shopping experience have also contributed
greatly. Today the retail structure in India, as it moves from disparate and
unorganized sectors to a more concentrated system, has many players getting
inspired and drawn to the retails magnet.
It has been estimated that India has approximately 30,000 readymade garment
manufacturing units and around three million people are working in the
industry. Today not only is the garment export business growing, enthusiasm
in the minds of the foreign buyers is also at a high. Today many leading
fashion labels are being associated with Indian products. India is increasingly
being looked upon as a major supplier of high quality fashion apparels and
Indian apparels have come to be appreciated in major markets internationally.
The credit for this goes to our exporter community.
Market size is estimated has been projected at Rs 43,100 crore. The share
of apparel for men comprises 46 per cent that of women’s wear is pegged
at 37 per cent and that of kids wear is pegged at 17 per cent.
Branded sector share is currently about 25% of market; expected to be
about 45-50% share by 2010
Market is expected to grow at about 10-15%p.a. While branded formal
wear will grow at about 10-11%, Branded semi-formal/casual will grow at
about 20-22%.
GROWTH DRIVERS
BUSINESS OPPORTUNITIES
The Arvind Mills was set up with the pioneering effort of the Lalbhai brothers
in 1931. With the best of technology and business acumen, Arvind has become
a true Indian multinational, having chosen to invest strategically, where
demand has been high and quality required has been superlative. Today, The
Arvind Mills Limited is the flagship company of Rs.20 billion (US$ 500
million) Lalbahi Group.
Arvind Mills has set the pace for changing global customer demands for
textiles and has focused its attention on select core products. Such a focus has
enabled the company to play a dominant role in the global textile arena. With
its presence across the textile value chain, the company endeavors to be a one-
Stop shop for leading garment brands.
Forevision and Technology has brought Arvind to be one of the top three
producers of Denim in the world, and on its way becoming the Global Textile
Conglomerate. Arvind is already making its presence felt in Shirting’s, Knits
and Khakhis fabrics apart from being all set to create ripples in the ready to
wear Garments world over.
Apart from these owned brands, the company has licenses from reputed
International brands like Arrow, Lee, Wrangler and Tommy Hilfiger for the
Indian market. The management out of their office at Bangalore, India
manages the entire retailing (including manufacturing, branding, logistics,
marketing and sales).
RAYMOND’S INDIA LTD
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 Ltd.
Raymond Limited is India’s leading producer of worsted suiting fabric with a
60% market share.
Raymond Apparel Ltd. has three highly regarded menswear brands in its
folio: Park Avenue, Parx & Manzoni.
J.K. Helene Curtis Ltd. is the marketers of the Park Avenue and Premium
brands of men’s toiletries.
Their brands
Raymond
The largest and most respected textile brand in India for 'The Complete Man'
addressing the innate need of men to look good and at the same time possess
strength of character.
Park Avenue
Formal readymade garments & accessories for men it has recently bagged the
"Most Admired Brand" and "Most Admired Trouser Brand" awards.
Parx
The semi formal and casual range of cottons, blends and denim wear catering
to the smart, fashionable and comfortable clothing segment.
Manzoni
The luxury range of men’s shirts and ties acknowledged for its high quality
and international styling.
Be:
An exclusive prêt-a-porter line of ready-to-wear designer clothing for women
and men in western, ethnic and fusion styles.
KamaSutra
The premium condom brand with the unique 'for the pleasure of making love'
positioning in textured & flavored variants.
Premium
The range of cosmetics & toiletries including after shaves, shampoos, cologne,
shaving cream, soaps, deodorants, room fresheners, etc.
Color Plus
Premium casual wear brand in high quality natural fabrics like cotton and
linen, in superior mixed and performance oriented weaves.
Graph - 1
AGE
RESPONDENTS
70
NUMBER OF
60
50
40
30
20
10
0
< 20 20 - 30 30 - 40 40 >
AGE GROUPS
Inferences: -
The majority of the respondents were in the age group of 20 – 30
Profession:-
A) Student [ ] B) Salaried [ ] C) Professional [ ] D) Business class [ ]
Graph - 2
PROFESSION
student
slararied
professional
business class
Table - 3
Respondents Classified According To The Income
No of Percentage
Monthly income Respondents
< 10,000 16 16%
10,000 - 20,000 43 43%
20,000 - 30,000 22 22%
30,000 > 19 19%
Graph - 3
MONTHLY INCOME
< 10,000
10,000 - 20,000
20,000 - 30,000
30,000 >
Inferences: - The respondents are mostly from the 10,000 – 20,000 income
group. It comes 48% of the sample.
Educational qualification:-
Graduate [ ] post-graduate [ ] M.Phil \ PhD \ Post Doctorate [ ]
Table - 4
Respondents classification according to their
qualification
Educational No of Percentage
qualification Respondents
Graduate 34 34%
Respondents Classified According
post - graduate 28
To The28%
others Martial Status38 38%
Marital status No of Percentage
Respondents
Source: -
58% Primary Data
married 58
42%
un-married 42
Graph - 4
EDUCATIONAL
QUALIFICATION
graduate
post - graduate
others
Inferences: - Many respondents are post – graduates and next are graduates
and few are M.Phil \ PhD \ Post Doctorate. When it seen in percentage it
comes to 48%
Table - 5
Source: - Primary
Data
Graph - 5
MARITAL STATUS
married
un-married
Inferences: - 64% of the sample is married and 36% are un- married
Table - 6
Frequency of purchase
Frequency of No of Percentage
purchase respondents
Once in 3 months 38 38%
Once in 6 months 22 22%
Once in year 16 16%
Occasionally 24 24%
Source: - Primary Data
Graph – 6
FREQUENCY OF PURCHASING
once in 3 months
once in 6 months
once in year
occassianlly
Table -7
Graph - 7
30 once in 3 months
20 once in 6 months
20 14
once in year
8
10 4 6 4 4 4 occassianlly
2
0
< 20 20 - 30 30 - 40 40 >
Table - 8
Level of preference
No Of
Level of preference Respondents Percentage
Very high 16 16%
High 14 14%
Moderate 44 44%
Low 16 16%
Very low 10 10%
Source: - primary data
Graph - 8
LEVEL OF PREFERENCE
very high
high
modrate
low
very low
3) Reasons for having very low preference towards branded formal wear
(You can choose more than one reason)
Table - 9
Reasons for having very low preference towards branded formal
wear
Reason Frequency Percentage
Perfect Fit Not Available 8 31%
Priced High 26 100%
Quality Not Up To The Mark 6 23%
Lesser Choice Of The Design & Colour 12 46%
Restricted Availability When Compared To Cloth 4 15%
Availability
Source: - primary data
Note: 1.Some of the respondents have opted for more than one
option
2. Sample size is 26 [who has low preference towards
branded garments
Do you prefer branded formal wear
Do you prefer
branded formal wear No of respondents
yes 84
No 16
Graph - 9
PERCENTAGE OF RESPONDENTS
30 26
25
20
15 12
10
8 6 4
5
0
perfect fit not priced high quality not up lesser choice restricted
avilable to the mark of the desigh avilability
& colour when
compared to
cloth
availability
VARIOUS REASONS
Inferences: - most of the respondents had a problem that the branded formal
wears are priced high. And few felt that lesser choice of the design and colour,
4) Do you prefer branded formal men wear?
Yes [ ] No [ ]
Table - 10
Source: - primary data
Graph - 10
16
yes
no
84
Inferences: - with the above question we can say that majority of the
respondents prefer the branded garments (84 of them) and some do not prefer
the branded garments.
Table – 11
Graph - 11
Park Avenue 84
84
ColorPlus 84
various brands
84
Indigo Nation 84
84
Graph - 11
Excalibur 84
84
Allen Solly 84
84
Louis Philippe 84
0 20 40 60 80 100
NO OF RESPONDENTS
Inferences: - All the 84 respondents said that they were aware of all the
brands that are given them as the option.
c) Friends [ ] d) colleagues [ ]
e) Others please specify__________ f) none [ ]
Table - 12
Source: - primary data
Graph - 12
25 22
20 18
15 13
10
Who Influences To Buy Branded Formal Men Wear 9
10
wife 10
5 family members
Other 18
friends
0 22
Colleagues 13
None
wife other friends colleages none 9
family
members
Table – 13
Graph - 13
compraison of influencing factors with occupation
15 13
11 student
10
NO OF RESPONDENTS
salaried
8
7
professional
5 5
business class
5 4
3 3
4 4
2 2
1
0
w ife other family friends colleagues none
members
Influencing factors
7) Please identify the source(s) from which you normally collect\get the
information regarding the branded men wear
T.V [ ] NEWS paper [ ]
Magazines [ ] Internet [ ]
Friends [ ]
Table - 14
No of
Various Sources Respondents Percentage
T.V 8 10%
Newspaper 13 16%
Magazines 28 33%
Internet 3 3%
Friends 32 38%
Note: 1.Some of the respondents have opted for more than one option
2. Sample size is 84
Graph - 14
Collection of Information Before Purchase
Regarding The Branded men formal wear
35 32
30 28
No of Respondents
25
20
15 13
10 8
5 3
0
T.V newspaper magazines internet friends
Various Sources
Exclusive showrooms [ ]
Factory outlets [ ]
Table –15
Source: - primary data
Exclusive showroom
Factory Retail
Outlets
Other Retail Outlet
9) Rank the following factors which influence you to choose the branded
men wear (Rank them between 1 to 8)
Table – 16
Particulars Rank Ranking The Factors Which Influence The
Price Most
Quality Particulars Rank Frequency X
Weight
Design Price 342
Comfort level Quality 314
Fabric Design 438
Range
Comfort level 602
Fabric 334
Brand Name Range 380
Value for money Brand Name 350
Value for money 264
Source: - primary data
Graph – 16
WEIGHTED RESPONSE OF THE INFLUENCE TO PURCHASE THE BRAND
700
602
WEIGHTED REMARKS
600
500 438
380
400 342 334 350
314
300 264
200
100 3
0
Price Quality Design Com fort Fabric Range Brand Value for
level Nam e m oney
VARIOUS PARAMETERS
NOTE: - The response of the respondent has been weighted for their ranks
and the sum is calculated the weights being 1 rank – 8 points, 2 nd rank – 7
points and so on 8th rank – 1 point
Inferences: - as the above given not the weights given by the respondents
show that the respondents give more importance to the comfort level and some
for the design and all other parameters get clashed with each other when it
comes to influencing the respondents for the purchasing the branded men
formal wear.
10) Are you aware of retailer brands (in-house) ready made formal shirts in
India
Yes [ ] No [ ]
Table - 17
Yes 64 64%
No 20 20%
20
yes
no
64
Inferences: - 64 of the respondents said they know the few retail brand and
the most popular retail brands like “STOP, STORI, BARE, etc.” only 20
respondents said they do not have the awareness of the retailer brands.
11) Are you aware of the manufacturer of the brand’s that you
prefer\buy
Yes [ ] No [ ]
Table - 18
No 58
.
Source: - primary data
Graph - 18
yes
no
10,000 – 20,000 -
< 10,000 20,000 30,000 30,000 > Total
Very
High 0 0 12 4 16
High 0 0 4 10 14
Moderate 4 28 4 8 44
Low 2 12 0 2 16
Very low 0 8 2 0 10
6 48 22 24 100
Source: - primary data
Ho =There is no relation between the income level of the individual and their
Preferences level towards the branded garments
H1 = There is relation between the income level of the individual and their
Preferences level towards the branded garments
= (4 – 1) X (5 – 1)
= 3 X 4 = 12
SUGGESTIONS
With the help of the research we have seen that the age group of 20
– 30 are more preferred towards the branded garments so the
companies should treat them as the major target customers for their
market
The companies should see that the awareness should be made why
because only professional’s and salaried people are more aware of
the branded garments
As majority of the respondents who prefer branded garments are in
income group of 10, 000 – 20,000 the companies should
concentrate the customer with lower and higher income also
Companies should give good offers and promotional activity and
see that the people who are purchasing who are purchasing once in
6 months can start purchasing more frequently
Comparison with age and the frequency of purchase should that
only age group 20 – 30 purchase once in 3 months the companies
has an opportunity to increase their market share.
As lot of respondents says that the branded garments are highly
priced and some feel that they are Lesser Choice of the Design &
Colours. The companies can reduce the prices of the formal wear
and see that there are more colours for choice and more design
varieties
The companies must see that they give more and more information
of their products to the customers.
As above said that the respondents are more preferred by the
comfort level of the garments. The companies should see they
concentrate on the comfort level more
As most of the respondents like to purchase the branded garments
for the factory outlets and the exclusive showrooms the companies
should see that they open more and more of factory outlets and
exclusive showrooms in the major cities.
The retail manufacturers should see that the awareness level should
increases towards the retail brands
The manufactures of the branded garments should see the
awareness is bought to wards he manufacturer of the branded
garments men formal wear
Conclusion
The research above taken place studies the various aspects of the customers
before they purchase and after the purchase, what makes them to purchase and
who influences them to purchase the particular brand and what is the level
awareness of they people towards the branded ready-made garments and what
are they various reasons that makes the people not to purchase the branded
garments.
The findings and suggestions might help the branded garments companies.
Which the companies can take over the problem of the people not purchasing
the branded garments and study they influencing factors which influence the
customer purchase the particular brand and know what the preferences of the
customer and they can capitalize on them to increase the market share.
Bibliography
Most of the updated and competitive information were gathered by
visiting the websites of the different airlines. The various sites are:
www.arvindmills.com
www.mudharagarments.com
www.raymondsindia.com
www.fashion2fabric.com
www.image&fashion.com
www.google.com
www.myiris.com
www.indiainfo.com