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ASSIGNMENT

VISION
MAXIMIZE OUR STRENGTH TO ACHIEVE GOALS
WITH EXCELLENCE.

MISSION
TO BE CREATIVE AND DIFFERENT.

Ankit Lakhani - 29

Manish Rana -43

Inteshar Memom - 35

Jay Savla - 47

Ravish Shah – 49

Ritesh Chavan - 08

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INTRODUCTION
The Indian retail industry is on the verge of a revolution with
savvy apparel businesses in line for anywhere up to $250m -
$500m in sales according to a report published by leading
consultancy McKinsey.

India is lagging behind other developing economies, said the


report. In many of these countries, the organised retail segment
(including apparel and food) already has a 40 per cent share of
the market compared with India's two per cent. But the situation
is already beginning to change.

Men's clothing and sportswear look to be the most profitable


sectors. They have already begun to take off in the past few
years, with men's clothing accounting for 70 per cent of branded
goods sales compared with 22 per cent for children's wear and
just eight per cent for women’s wear. This trend is expected to
continue, with men's branded apparel anticipated to increase by
30 per cent a year against 10 per cent each for women's and
children's clothing.
Source: McKinsey Consultancy.

Research Hypothesis Vs Research Statement

According to the given management problem or market research,


is a research statement. We know that consumer frequency,
buying behavior, brand perception plays major important role in
their buying habit and from this research we have to identify what
are the factors that can help us to retain the consumer loyalty
and help in customer satisfaction.

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Sources Of the problem or Opportunity?

Quick changes in the fashion and trends in the market. Sources of


the opportunity are to understand the consumer behavior. From
the research we have to identify consumer buying decision which
are based on demographic, lifestyle, esteem, utility, social, cost,
quality that lead to customers satisfaction. Research source is to
understand the consumer psychology of buying product.

What is the exact Management Problem or


Opportunity?

The management opportunity is to maintain customers’


relationship by sending greetings, making phone calls, giving
offers on occasions likes birthday, anniversary, festival etc. which
help in retaining customers and try to convert them into core
customers of the business. Also giving gifts like wall watch etc to
the special customers can strengthen relationship.

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Statement of the Marketing problem

The bias of respondents while responding cannot be eliminated.


The study is limited to only in Mumbai city.

Specification Research Objective


Objectives of study:

The objective of our research is to investigate empirically


customers’ preference towards exclusive and multi brand retail
outlets of readymade garments and to determine the factors that
influence the satisfaction level of customers’ in retail sector.

This study is also aimed at finding out the relation between major
demographic variables and satisfaction level of customers’ and
preference of retail formats.

To study the preference given by consumers in term of quality,


ambience, service, scheme and location for retail purchase.

There brand perception which satisfies their needs and wants and
the factors which influence them to buy the product.

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Research Design:

Research Design: Descriptive research design will be used.


Type : Descriptive Study
Environment : Field Research

Data Sources:
Primary Data ~ Survey of Customers. It will be collected with the
help of Questionnaire Method and Survey Research. As well as
unstructured observation will also come in use at some part of
study.

Data Analysis: Data will be analyzed with the help of certain


statistical tools.
1. Questionnaire method
2. Method of observation

Sampling Design:
Sampling method : Random sampling Methods
Sample size : 30 consumers

Define the Information Needed


 What is Customers first preference place for Purchasing a
products?
 Which brand attracts most to the customers?
 Which factors influence in your purchase decision?
 Weather customers get Proper & Clear Message of offers &
discounts?
 Looking at the promotions from different brands does your
purchase pattern changes?
 Would customers like to make his purchase under
unexpected offers?

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Viva Institute of Management.
Market Research

Questionnaire

NAME : ……………………………………………..

ADDRESS : ……………………………………………….

……………………………………………….

Contact No : ………………………………………………

___________________________________________________________

1] Your qualification? Your occupation?


1. Student □

2. self employed □

3. employee □
4. Other (specify) ……………………………………………………………………………

2] How often do you buy clothes? why?

1. Monthly □

2. Quarterly □

3. Half yearly □

4. Yearly □

5. During Festivals □

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6. Functions (marriage, birthday etc) □
3] Where do you prefer to buy clothes? Why?
1. Small Retail Shops □

2. Malls □

3. Branded Showrooms □
Why: ……………………………………………………………………………

4] Which media induce you to buy the garment?


1. T.V □

2. Newspaper & magazine □

3. Banner □

4. Friends □
5. Other (specify) ………………………………………………………………………

5] Your favorite garment style?


1. Formal □

2. Casual □

3. Traditional □

4. All □
5. Other (specify) ………………………………………………………………………

6] Which one you mostly prefer?

1. Stitched clothes □

2. Readymade Garment □

3. Both □
4. Other (specify) ………………………………………………………………………

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7] Your favorite clothes design?
1. Striped □

2. Checked □

3. Plain □

4. Design □

5. All □
6. Other (specify) ………………………………………………………………………

8] Your most favorite clothe type?


1. Cotton □

2. Jeans □

3. Silk □

4. Leather □

5. Polyester □
6. Other (specify) …………………………………………………………………………….

9] You buy garment depends on?


1. Price □

2. Brand □

3. Quality □

4. Promotion (Discount and Offer) □


5. Others (Specify) …………………………………………………………………………….

(Rank according to your preference 1 being highest 5 being lowest)

10] Which of the following factors influence in your purchase


decision?
1. Offers □
2. Quality of products □

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3. Effective services □
4. Effective advertisement □

11] Do you think the promotional activities on apparels gives you the
clear message?
1. Yes □
2. No □

12] Looking at the promotions does your purchase pattern changes?


1. Yes □
2. No □

13] Would you like to make your purchase under unexpected offers?
1. Yes □
2. No □

Any valuable suggestion


…………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………
………………………………………………………………………………………………..

……………………………………….
Signature of Customer

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