CHAPTER NO.

7
Interpretation & Data Analysis
Data Analysis
Q1. Which are the brands of shirts you have heard of?
BRAND
Raymond, Park Avenue,

PERCENTAGE
19%

RESPONSES
19

Parx
Van Heusen
Arrow
Louis Philippe
Zodiac
Allen Solly
Others
TOTAL

19%
18%
16%
10%
8%
10%
100%

19
18
16
10
8
10
100

29

Other brands which people have heard of includes : Fcuk, Ck, Wills, Marks & Spencer, Black
Berry, Turtle, Peirre Cardin, Armani, Wills lifestyle, Charag din, Tuscan verve, Provogue,lee
cooper, mufti, , colour plus, Zamkudi, Urban Hill, British Micros, Element, Acronomous,
Globus, R & C, Guess, Tamarind, Zara, Vettrio Fratini, Stop, Koutons, Westlife, Cotton County,
Henry Hills, Lifeline, Louis Vitton, John millers, Crocodile, Indian Terrain
Q2. How many formal shirts do you have in your wardrobe?
RANGE

PERCENTAGE (%)

15

10%

5 10

20%

10 15

25%

15 20

22%

20 25

5%

25 & Above

18%

TOTAL

100

30

The above diagram shows the number of formal shirts being acquired by the target respondents
for their daily activities.
It can be interpreted from above that an average respondent have more that 10 formal
shirts which clearly shows the market for formal shirts and the growth of apparel industry in
India.

31

Q3. What is your frequency of buying shirts?

RANGE

PERCENTAGE

0 1 Month

6%

1 Month

7%

2-5 Months

36%

6 Months

17%

7-11 Months

6%

Once a Year

4%

No Particular Frequency

24%

Total

100%

32

The above diagram shows the consumers buying frequency for shirts, maximum people
told that they purchase shirts at the interval of 2 to 5 months .This give a fair chance for frequent
sale of shirts for the company.
Q4. How many shirts do you buy at a time?
RANGE

PERCENTAGE (%)

0-1

16%

1-2

52%

2-3

23%

5 & more

7%

Depends

2%

33

34

This pie shows no. of shirts bought in single purchase maximum number of people told that
they buy 2 shirts at a time followed by 3 to 5 shirts at a time, which relicts huge sales potential.

Q5. Do you purchase shirts on special occasions only?

RESPONSE
Yes
No

PERCENTAGE (%)
21%
79%

Major part of candidates was in favour of random purchases of shirts rather than any
special occasional purchases.

35

36

Q6 (A): Do you have shirts of any of the following brands?

(B): How many of each?

a. Excalibur:
None

55%

25%

13%

3-5

4%

5 & more

3%

Total Responses

100

b. Peter England:
None

49%

23%

21%

3-5

3%

5 & more

4%

Total Responses

100

37

c. John player:
None

68%

12%

13%

3-5

4%

5 & more

3%

Total Responses

100

d. Bellmonte
None

94%

1%

1%

3-5

3%

5 & more

1%

Total Responses

100

38

e. Thomas Scott
None

92%

3%

2%

3-5

0%

5 & more

3%

Total Responses

100

f. Cambridge
None

41%

18%

10%

3-5

21%

5 & more

9%

Total Responses

100

39

g. Oxemberg
None

80%

8%

5%

3-5

6%

5 & more

1%

Total Responses

100

40

The above diagram shows the allocation of various brands of shirts in the consumers
wardrobe. The most preferred brand by the respondents was Cambridge and the least preferred
was Bellmont which shows there is a great market of the brand of Raymonds i.e. Notting Hill as
it from one of oldest & finest company of India.

Q7. Which of the following brands do you prefer most and why?
RANGE
Excalibur
Peter England
John Player
Bellmont
Thomas Scott
Cambridge
Oxemberg

RESPONSE (%)
19%
26%
30%
1%
1%
19%
4%

The above diagram shows the consumers preference towards various brands of shirts. The
most used brand is Cambridge but the most preferred that was finded out is John Player.
41

Q8. For how long have you been using this (Respondents preferred) brand?
RANGE

PERCENTAGE

1 6 months

31

1 yr

29

12

25

2 or more

12

No idea

42

The above diagram shows the Brand perception and the Brand Loyalty of the preferred
brand of the consumer. Maximum consumer told that they are using their ideal brand from last
one year. This clearly shows that there is no brand loyalty in the segment, which gives
opportunity for Notting hill to become successful by its launch.
Q9.What comes to your mind when you hear the following brand names?
The below table distinguishes the brands in respect of their Quality, Comfort, Advertising, Price,
Varieties, Fabric Quality, Fitting, Patterns, etc.
BRAND: EXCALIBUR
FACTOR
Quality
Good feel
Advertising/Logo
Cost
Average product
Variety
Comfort
Fabric
Dont know
Others
Total

PERCENTAGE
30%
15%
9%
8%
6%
5%
2%
2%
21%
2%
100%

RESPONSE
30
15
9
8
6
5
2
2
21
2
100

Other factors include style and gentleman feels.

43

BRAND: PETER ENGLAND

FACTOR
Price
Honesty/AD--Campaign /

PERCENTAGE
18%
14%

RESPONSE
18
14

Brand
Quality
Formal shirts
Classic feel
Prestige
British/UK/England

13%
8%
5%
5%
5%

13
8
5
5
5

Association
Style
Variety
Durability
Colors
0ffers
Others
Dont know
Total

5%
4%
3%
3%
2%
2%
13%
100%

5
4
3
3
2
2
13
100

44

BRAND: JOHN PLAYERS

FACTOR
Brand ambassador /

PERCENTAGE
30%

RESPONSE
30

Hrithik / AD-campaign
Style
Expensive brand

15%
10%

15
10

Quality
Classic feel
Variety
Fondness
Fit
The name JOHN
Dont know
Total

10%
10%
5%
3%
1%
1%
15%
100%

10
10
5
3
1
1
15
100

45

BRAND: BELLMONTE
FACTOR
SRK /Brand ambassador/

PERCENTAGE
21%

RESPONSE
21

AD-campaign
Good product
Style
Quality
Expensive
Unavailability
New product
Foreign association/Brand
LIGHT HOUSE (Name

6%
4%
4%
4%
4%
3%
3%
1%

6
4
4
4
4
3
3
1

association)
Average product
Dont know
Total

1%
49%
100%

1
49
100

BRAND: THOMAS SCOTT

FACTOR
Average product
Quality
Foreign brand
Style
Colors
Semi-casual
No idea
Total

PERCENTAGE
7%
7%
7%
4%
1%
1%
73%
100%

RESPONSE
7
7
7
4
1
1
73
100

46

BRAND: CAMBRIDGE
FACTOR
Price
Fabric
Quality
Cheap product
Good product
Old/aged people
Comfort
Average product
Style
Retail stores
Bad quality
Association with

PERCENTAGE
20%
15%
14%
12%
6%
5%
5%
4%
4%
3%
1%
1%

RESPONSE
20
15
14
12
6
5
5
4
4
3
1
1

10%
100%

10
100

Cambridge
university/foreign
association
Dont know
Total

47

BRAND: OXEMBERG
FACTOR
Quality
Good product
Designs
Fitting
Unsuccessful product
Comfort
Fabric
Average product
Expensive
Price
Association with old,

PERCENTAGE
10%
9%
6%
6%
6%
6%
6%
6%
5%
5%
5%

RESPONSE
10
9
6
6
6
6
6
6
5
5
5

middle aged people.

Advertising
Factory seconds
Dont know
TOTAL

3%
1%
29%
100%

3
1
29
100

48

Q10. Where do you usually shop?

RANGE
Exclusive Brand Outlets
Multi brand outlets
Departmental Store

RESPONSE (%)
18%
43%
39%

People usually shop at Multi brands outlet followed by Departmental stores. The results show the
significance of marketing the product from MBO.

49

Q11. Where do you prefer shopping?

RANGE
Exclusive Brand Outlets
Multi brand outlets
Departmental Store

RESPONSE (%)
14%
48%
38%

From the last questioned it is learned that people usually shop from Multi brand outlet
and their preferred destination is also same.

50

Q12.Why at multi brands outlet?

RANGE
Variety
Convenience
Price
Availability
Proximity From Residency
Relationship
Quality
No specific reason

RESPONSE (%)
56%
20%
7%
4%
3%
3%
2%
5%

The above diagram shows that maximum consumers prefer shopping at MBO`S because MBO`S
are the One stop shopping solution where consumers get each and every brands with respect to
Variety, Price, Quality, Convenience, etc under One Roof.

Q13. Do you shop at malls?

51

RANGE
Yes
No

RESPONSE (%)
74%
26%

Seeing the emerging trend of malls it is learnt that 74% of people shop in malls

52

Q14. What do you look in a store where you shop?

RANGE
Shop Ambeince
Trial Rooms
Proximity From Home
Prices Offered
Courteous & Helpful Sales Staff
Parking
Variety
Others

RESPONSE (%)
15%
14%
11%
17%
15%
6%
20%
2%

The above diagram shows the important external factors which consumers consider important
while purchasing apart from the product to be purchased. Again Variety hits the top of list. This
signifies that Company should have different variety & variants in their product category.

Q15.Which is the last ad that you have seen and you remember?
53

RANGE
John Players
Zod/Zodiac
Bellmonte
Koutions
Raymonds
Dont Recollect
Others

RESPONSE (%)
42%
7%
18%
10%
8%
13%
4%

The other high recall advertisements were of the brands: Provogue, Charaugh Din, Arrow &
Cambridge.

54

Q16. Which paper do you read?

NEWSPAPER
Times of India
Mumbai Mirror
Economic Times
Maharashtra Times
Hindustan Times
D.N.A

RESPONSE (%)
33%
28%
14%
9%
7%
9%

Other prominent newspapers include The Hindu, Mumbai Smasher & mid-day.

55

Q17.Which magazines you read frequently?

Other popular magazines include JLT, Sports star, Parent plus, Auto car, Film fare & Discovery.

56

Q18.Which channels do you watch?

Other popular channels include the History channel, National geographic, Zee cinema & Times
now.
CHANNEL
Star one
CNBC
NDTV
ESPN
SONY
ZEE
STAR
Discovery
MTV
CHANNEL V
Star sports
HBO
CNN-IBN
Aaj tak
AXN
Ten sports
Travel & living
Doordarshan
Zoom
Sab TV
Others
Total

PERCENTAGE
12%
10%
10%
8%
7%
6%
6%
5%
5%
5%
5%
4%
3%
3%
2%
2%
2%
1%
1%
1%
2%
100%

RESPONSE
12
10
10
8
7
6
6
5
5
5
5
4
3
3
2
2
2
1
1
1
2
100

57

Q19.Which Programs do you watch usually?

TYPE OF PROGRAM
Sitcoms
News
Sports
Reality Shows
Comedy Shows
Movies
Songs
Science / Travel /

PERCENTAGE
18%
17%
16%
10%
9%
6%
3%
1%

RESPONSE
18
17
16
10
9
6
3
1

Geography
Any / No Specific Program
None
Total

11%
9%
100%

11
9
100

From the respondents it was found out that the popular programs in the categories
mentioned above are: Sitcoms, Left right left, Friends, Apprentice, Baa ,baho aur baby.
Comedy shows: Laughter Challenge
Reality shows: Indian Idol, SA re ga ma

58

CHAPTER-8

Findings

Around 96% of the dissatisfied customers dont complain; they just stop buying. The
best thing a company can do is to make it easy for the consumer to complain.
Of the customers who register a complaint, between 54% - 70% will do business
again with the organization if their complaint is resolved. This figure goes up to a staggering
95% if the customer feels that the complaint was resolved quickly. Customers who have
complained to an organization and had their complaints satisfactorily resolved tell an average of
5 people about the good treatment that they received.
The slower the company is to respond, the more dissatisfaction may grow and lead to
a negative word of mouth.
Customers buying behavior towards apparels
Where does Raymond stand in their brand perception?
What Raymond has done to create such a strong brand?

Quality

Communication
59

The traditional notion of wearing anything thats comfortable is pass and has been
completely over-shadowed by branded threads, which may not always be high on comfort
but are definitely high on attitude and quality.
"India is witnessing a boom in retail. Gone are the days of 'one size fits all' theory. The
consumers' demands have become far more specific and customized...Companys should
therefore focus on the needs of consumer.

Marketing promotions
For clothing and footwear the price-off promotions are the most popular. Price-off
(offering a discount on the regular price of purchase) and extra-product offer (offering an
increased quantity of the product / service without an increase in the regular price)
constituted 8% each of the promotional schemes for the period 1996 to 2003.
Other popular promotions include premium offer, sweepstake, buy more and save,
exchange offers, contests of skill, exchange offers etc.

Targeted customer segments of Raymond

Competition faced by Raymond from other brands

How Raymond is different from the other brands

60

CHAPTER-9
Suggestions
Distribution channels / customer outreach: more focus on organized retail
(All the international retailers coming to India due to the opening of FDI in retail this year)
New product range addressing to the upper middle working class
Presence in Tier II cities that are emerging economic hubs
Transform the advertisements from its conventional clich
Increase the advertisement spend
Collaboration with large corporates, hotels and institutions that have standard uniform
We suggest that the product should be extended to the Multi Brand outlets and Large Format
store; as these are the Major focus areas of Consumer reach.
Extending its elements in various product lines uncovered such as Casuals/Club/Denim wear will
increase its reach/value for all requirements.
Shop in shop tie-ups in Shopping malls, Mega retail outlets.
To improve sales in Mega retail outlets, company should indulge in shop promotions & displays.

61

CHAPTER-10
Conclusion
Customers buying behavior towards apparels
Where does Raymond stand in their brand perception?
How Raymond is different from the other brands
New product range addressing to the upper middle working class
Distribution channels / customer outreach: more focus on organized retail

62

CHAPTER N0. 11
ANNEXURE
Questionnaire
DETAILS:
NAME: _________________________________________
AGE: ___________
OCCUPATION: __________________________________
DESIGNATION: _________________________________
ADDRESS (area only):_____________________________

1. Which brands of shirts do you have in your wardrobe?

___________________________________________________________
2. Which are the brands of shirts you have heard of?
3. How many formal shirts do you have in your wardrobe?
4. What is your frequency of buying?
5. How many shirts do you buy at a time?
___________________________________________________________
6. Do you purchase shirts on special occasions only?
___________________________________________________________
7. Do you have shirts of any of the following brands? How many of each?
Excalibur
63

Peter England
John player
Bellmont
Thomas Scott
Cambridge
Oxemberg
8. Which of the above brands do you prefer most and why?
___________________________________________________________
9. For how long have you been using this brand?
___________________________________________________________
10. What comes to your mind when you hear the following brand names?

Excalibur

Peter England

John player

Bellmont

Thomas Scott

Cambridge

Oxemberg

Other specify

11. What do you look for when buying a shirt? (Rate the following 1 to 5, 1 being the most
important and 5 being the least important)

Styling

Quality

Durability

Variety

64

Price

Shades available

Detailing

Availability

Advertising

Sales Promotion

Comfort

Shopping Experience

Fabric

Any other specify____________

12. Where do you usually shop?
__________________________________________________________
13. Where do you prefer shopping? Why?
a) Exclusive Brand Outlets Eg.Excalibur. /John players /Planet Fashion
b) Multi brand outlets-E.g. Small shops where all brands are availableOptions and Amarsons
c) Large Format Stores- E.g. Shoppers stop/Life Style/Globus

14. What do you look in a store where you shop?

Shop Ambience

Courteous and helpful sales staff

Trial Rooms

Parking
65

Proximity from home

Variety

Prices offered

Any other specify_________________

15. Does your shopping get influenced by malls if yes the reason?
___________________________________________________________
16. Which malls you, prefer the most and why?
___________________________________________________________

17. Which is the last shirt ad you have seen and you remember?
__________________________________________________________
18. Which paper do you read?
__________________________________________________________
19. Which magazines you read frequently?
_____________________________________________________

20.

Which channels do you watch?

_____________________________________________________
Which programs do you watch usually?
_____________________________________________________

66

21.

CHAPTER NO. 12

Appendices

raymondindia.com

google.com

markeresearch.com

Cygnus research Monitor

Cmie Database

Marketing Management-Philip Kotler South Asian Edition

It Happened In India- Kishor Biyani & Dipayan Baishya

67