Explore Reposition

Strategies to Kouton

Submitted to

Prof. SHINU ABHI

Group
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the abstract of the document here. The abstract is
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Jeetan
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Rammohan 11
an
Sougata
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 Declaration

We here declaring that report on “Explore reposition

strategies to kouton” is original work done by us,
submitted in partial fulfilment of our academic project
in marketing research of 2nd term.
The “reposition strategies to kouton” is correct to the
best of our knowledge this report so far has not been
published anywhere else

Place: Bangalore Rammohan

Sougata Roy

Jeetan
 ACKNOWLEDGEMENT

Nothing can be gained or acquired without hard work which leads to success.
The success of our survey work is the amalgamation of our hard work and cooperation of
respondents, who delivered their precious time without any hesitation.

Any accomplishment requires the effort of many people and happens to be the synergetic
product of many minds. This project has been special brought to my fruition through the
effort of some very special people, Mr .saket bagla our external guide in the project. He
provided us all possible information and necessary guidance as required for accomplishment
of the objectives of the project

We deeply grateful to my Prof Shinu Abhi, who graciously spared his time to share her
views and who‟s unstinted support and cooperation enabled this project to see the light of the
day. We were thankful and immensely obliged for her constant guidance and words of
inspiration

We were thankful to IT dep of IFIM BschooL who helped a lot in completion of project and
provided the wifi & computer lab.

For completion of our project we thankful to our in formats that provided us with required
inputs and information which are the requisites of my project.

Above all we have no words to express my gratitude to the almighty GOD who blessed us the
wisdom and enlightened us to complete this project.

Last but not the least, I specially wish all my friends a vote of thanks as without their
valuable supports this report would have not been possible.
Executive summary…………………………………………………………………….1

Chapter 1: General Introduction………………………………………………………..2

Chapter 2: Introduction to the problem…………………………………………………4

Chapter 3: Industry / Company profile…………………………………………………7

Chapter 4: Review of Literature………………………………………………………..11

Chapter 5: Research methodology……………………………………………………..14

Chapter 6: Data Analysis ………………………………………………………………15

Chapter 7: Summary of finding, suggestions and recommendations………………….23

Chapter 8: Conclusion………………………………………………………………….24

Bibliography……………………………………………………………………………25
Kouton‟s have to learn both the art and science of retailing by closely following
how the other parts of the world are organizing, managing, and coping up with
new challenges in an ever-changing marketplace. Kouton‟s must use innovative
retail formats to enhance shopping experience and try to understand the regional
variations in consumer attitudes to branded garments. Kouton‟s must put the
efforts in the following aspect to improve its Brand Image:

1. Advertising, promotions, and campaigns to attract customers have to be

designed and executed to build loyalty by identifying regular shoppers and
offering benefits to them.

2. Efficient management of high-value customers is vital.

3. Monitoring customer needs constantly must be done with long-term

relationships in view.

4. It must improve its brand image from discounted good

5. Kouton‟s must reform its marketing strategies

The above are some of the aspects which Kouton‟s need to focus upon on a
more proactive basis.
 Chapter 1: General Introduction
Retailing sector of India can be split into two segments. They are the informal and
the formal retailing sector. The informal retailing sector is comprised of small
retailers. For this sector, it is very difficult to implement the tax laws. There is
widespread tax evasion. It is also cumbersome to regulate the labour laws in this
sector. As far as the formal retailing sector is concerned, it is comprised of large
retailers. Stringent tax and labour laws are implemented in this sector.
If the retail industry is divided on the basis of retail formats then it can be split into
the modern format retailers and the traditional format retailers. The modern format
retailers comprise of the supermarkets, Hypermarkets, Departmental Stores,
Specialty Chains and company owned and operated retail stores

The traditional format retailers comprise of Kiranas, Kiosks, Street Markets and the
multiple brand outlets. The retail industry can also be subdivided into the organized
and the unorganized sector. The organized retail sector occupies about 3% of the
aggregate retail industry in India.

Size and contribution of the retail industry in India

In terms of value, the Indian Retail industry is worth $300 billion. India retail industry
is the largest industry in India, with an employment of around 8%. Its contribution to
the Gross Domestic Product is about 10%, the highest compared to all other Indian
Industries. The retail sector has also contributed to 8% of the employment of the
country. The organized retail sector is expected to triple its size by 2010. The food
and grocery retail sector is expected to multiply five times in the same time frame.
The major reason behind the low participation in the Indian retail sector is the need
for lumpy investments that cannot match up their break even points. The government
policies are being revised from time to time to attract investments in this sector.
 Chapter 2: Introduction to the problem

Introduction

“KOUTONS RETAIL INDIA LIMITED” is gurgaon based apparels enterprise which

was established in 1993 with a seed capital of just RS 400 thousand. Company
was established by Devinder pal singh kohli and present chairmen of the
company. The portly 51 year old chairmen of the 1046crore company ,who
had once dreamed of making KOUTONS a 100 crores brand some day, has
beaten his own expectation by becoming a serious competitor to the many
established BRANDS in the country. Main theme of the company is “value to
money, but high on fashion”

Problem statement

With the existing brand image of a KOUTON has realised that it isn’t faring
substantially well in the market due to its marketing strategies and internal
factors.

 How to reposition its brand in the market

 How to restructure the present “kouton store” as a complete “family
format store”
 What actually the consumers are expecting from the brand

Research objective
The main purpose of this research is to find out where the product brand
image is affected and how to reposition as “family format store”

Intentions in repositioning
 Understanding its position in market
 Direct competition
 Current brand image
 Develop strategies
Importance/benefits
With the help of this research “KRIL” can take a strategic decision to rebuild its
Brand image. Research gives clear information what actually the customers are
expecting from this BRAND. Using this information the company can undergo
for a well repositioning in the market.

Research design

Research uses hypothesis test to get more idea how the KOUTON is performing
in the industry.

 Ho: Customers are shifting from brand kouton to other brand

 Ho: Quality is really affecting the brand image of kouton

Questionnaire design:
A well designed Questionnaire is given to the customer and receives
feedbacks from them. From this company can get a clear idea what actually
the customer are expecting from this brand

Depth interviews:
Taking interviews from customer who are loyal to brand

Data analysis

After receiving the questionnaires and depth interview, we form a structured

information data. We use efficient research analyst for the analysis of the data.
We use sophisticated data analysis tools like SPSS.
Limitation of study
 Chapter 3: Industry / Company profile

World-over, the readymade garments industry is characterized by fragmentation. The scene

in India, too, is not any different. Though concrete data on the size of the industry is hard to
come by, the industry sources reckon the men's readymade garments market at around Rs
5,000 crores; the women's Western- wear market at Rs 150-200 crores; and that for children
around Rs 450 crores.

Leading brands that jostle for consumer mind space include Van Heusen, Louis Philippe, San
Frisco, Peter England, Allen Solly and Byford (of Madura Garments, a division of Indian
Rayon); Arrow, Lee, and so on (of Arvind); Raymond, with its offerings of Park Avenue,
Parx and the recently acquired Color Plus; Indigo Nation and Scullers, owned by Indus
League; Wills Lifestyle, promoted by ITC; Zodiac; and a slew of other brands that have a
presence either nationally or in a particular region.

Women's wear is an emerging market with the majors focusing on Western wear. Among the
leading brands, Scullers and Allen Solly have offerings in this market. In the kids-wear
category, the unorganized players have a fair share of the market.

The major names in the organized segment of this market are Lee Kids from the Arvind
stable and Weekender Kids of Personality Ltd, which also owns the Weekender brand.

Brands are also classified as premium/super premium, mid-level and mass market, depending
on the price point at which they are positioned.

Typically, Louis Philippe, Van Heusen, Zodiac and Arrow would be part of the
premium/super premium segment in the formal-wear category; and Peter England, Parx,
Kouton‟s and San Frisco would be a notch lower, as they compete at lower price points.

Brand with the best

Clearly, within the organized segment, it is brands that ultimately hold sway over the
customer. With a plethora of choices available to the customer, companies are all the more
keen to establish points of differentiation that would set their brands apart.

Among the lower level brands, it would not be incorrect to say that commoditization is
gradually setting in. With shirts available in simple, solid shades — and not much of a
difference in the quality of the fabric — these brands acquire an air of sameness in the eyes of
the consumer.

However, as one scales up the price chain, differentiation kicks in — in the form of the
quality of fabric used, the kind of fit the garment provides or the sheer emphasis on the
design of the garment itself. At price points in excess of Rs 1,500, the Indian consumer has
access to a garment that is truly international in styling, yet priced lower than its comparable
international counterpart.
Consolidation trends
With a surfeit of players staking a claim to a share of the consumer's wallet, the industry has
also seen brands being taken over by companies intending to offer a comprehensive range of
garments to the consumer, straddling multiple price points.

Indian Rayon took over the brands of Madura Coats in India a few years back, while
Raymond stitched a deal with Color Plus. Likewise, Bombay Dyeing and Proline entered into
a strategic agreement. As takeover provides the advantages of an established brand and an
existing distribution network straightaway, companies looking at strengthening their position
in the market would continue to look at takeovers to acquire brands that have a
complementary fit with their existing offerings and to drive top line growth.

Opportunities, challenges
The biggest fillip to the industry would be provided by the growth of organized retailing. As
more shopping malls open, adding thereby a few lakh square feet of retail space, garment
manufacturers will have many more options to peddle their merchandise

As more consumers realize the convenience of readymade garments, it will only serve to
hasten the transition from tailored clothing. Unlike in the West, where tailoring is a more
expensive alternative to readymade clothing and makes a fashion statement, it is more
preferred in India, especially for those who look at it as a lower priced option vis-à-vis
branded ready-to-wear.

The price differential between tailored clothing and ready-mades is partly because of the
excise duty on the latter. The industry would, naturally, like to see a reduction from the
current level, as it would make ready-mades more affordable. Another challenge confronting
Indian garment manufacturers is the need to devise strategies once the quota on garment
exports is abolished in 2005. With garments accounting for nearly 50 per cent of overall
textile exports, the threat from lower-cost producing nations is real.

To counter the potential loss of revenue, Indian garment exporters are gearing up to launch
ready-mades in the domestic market. Conversely, there is also the likelihood of a wide variety
of fabric coming into the country, providing the exporters opportunity to be creative with
their design.

Women's western wear is another segment that is likely to see action. With increasing
urbanization, the demand for such clothing is likely to rise significantly. It would also pose a
challenge to retailers in terms of how they rein their stores to appeal to the more demanding
fairer sex. Both opportunities as well as challenges abound for players in the readymade
garments business. Substantial investments made in brand building and in establishing
customer niches will ensure that they further build on the gains they have made.

At the same time, brand strategists will have their plate full when it comes to entering
territories such as women's or kids wear, or taking advantage of emerging retail opportunities.
Capitalizing on these opportunities will ensure that the garments industry is clothed in
success.
Kouton‟s was set up in the early 1990s, is a leading apparel maker, exporter and retailer. The
company has moved from being a garment manufacturer to a retailer by opening in 2002 its
own chain of brand outlets called Kouton‟s stores.

Kohli says he managed to keep lenders at way to some extent when he and other promoters
paid Rs 30 crores in march to Edelweiss Capital ltd, one of the lenders ,and freed 18% of the
pledged equity .Kouton‟s „ debt has been pared down to Rs 89 Crores. “The money was
arranged by the promoters in their personal capacity”, Kohli said. He said pledging real
estate to redeem the pledged shares will free up another 20% of the promoters stake. This
will bring down the pledged portion of the promoters stake to 23%.The entire process will
take around 30 days to be completed.

Immediately after its initial public opening in 2007, Kouton‟s went on expansion drive,
raising Rs 119 crore in debt against pledged shares in 2008 to fund the move.”We picked up a
51% stake in a processing unit as we anticipated more brands to come in the market and
competition to increase. So, to have a control on the back -end, We acquired control of the
processing units,”Kohil said.

The company also plans to dilute equity of around 5-6% to fund the expansion, but at an
appropriate time, Kohil said.

Firm‟s expansion was started at an inopportune time, chairmen Kohil says in hind sight,the
expansion programme was initiated at an inopportune time. It borrowed about Rs 89 crore in
July-August When its shares were trading at Rs 700 per share .After November, its stock
price almost halved, forcing promoters to top up their shares as surety, Kohil explained .

Koutons owns Clothing brands Kouton‟s and Charlie outlaw for men, Les Femme for
women and koutons junior targeted for children, and is positioned as aa maker of affordable
clothing.

But things could look up for Kouton‟s the industry expects retail stocks to rise further in
anticipation in anticipation of a relaxation of rules governing foreign investment in the retail
sector When the budget is announced on July 6th ,said Kunal Lakhan ,A Mumbai based
analyst with KR Choksey Shares And Securities Pvt Ltd.

Kouton‟s shares closed 1.77% down at Rs408.40 on Monday in Bombay stock Exchange
.The bench mark Index sensex closed 0.14% up at 14,785.74 points.

“With the reduction of pledged amount, the company does not have to worry as much as they
had to some time back because of the quantum of shares pledged,”Lakhani said.
Kouton‟s has around 1,400 stores. In the last one year , it has added aaaaat least 185 family
stores .At last half of those stores were earlier smaller,1000 sq. Ft stores, but were expanded
into family stores of 4,000 sq. Ft each. The company also shut down at least 185 unviable
stores in the last fiscal. For the quarter ended December , Kouton announce a net profit of Rs
13 Crores. It has yet to announce its results for the financial year ended March .

Brands under Kouton’s

Kouton’s men’s wear:

The well known apparel house, Kouton‟s Retail India Ltd. has unveiled their latest collection
of menswear. This collection offers a wide range of formal and informal clothing for men for
the age group of 18 years and above. Known for their comfort and durability the brand has
become synonymous with 'fashion and quality' at affordable price'. The collection caters to
men which includes the working professionals.

Kouton’s Les Femme:

Kouton‟s Retail India Ltd. has unveiled its women wear collection named "Les Femme". Les
Femme collection offers a wide range of formal and casual wear for women. The collection
Les femme caters to young women in the age group of 16-34 yrs of age and includes apparels
like t-shirts, party wear, lycra, semi formal shirts, denims, Capri‟s , tunics, cargos denims.
The collection makes a fashion statement with Knits T-Shirt, shirts for formal and casual
attire available in full, half and 3/4th sleeves etc.

Koutons junior collection:

All set to redefine the kids wear market in the country, Koutons Retail India Ltd. has unveiled
the Koutons Junior collection exclusively meant for the fashion conscious kids of 21st
century. The collection offers a wide range of trendy and playful apparels for kids. Known
for their comfort and durability, the brand has become synonymous with 'fashion and quality
at affordable prices'. Koutons Junior offers a wide range of apparels t-shirts, shirts, night
wear, capris, cargos, denims, dangris to denim skirts for boys and girls in the age group of 2-
15yrs

Other brand charile outlaw

 Chapter 4: Review of Literature

Brand repositioning

So many brands and companies are constantly reinvigorating their businesses and positioning
them for growth. There is a constant need to innovate, reinvigorate, update, recalibrate, or
just simply fend off the competition in an effort to better explain "why buy me."

To move forward, companies and brands need to first take a look at their current brand
positioning. But for a moment, even a brief moment, it would make sense to go back to the
brand drawing board to answer the question, just what is brand positioning anyway?

Brand positioning creates a specific place in the market for your brand and product offerings.
It reaches a certain type of consumer or customer and delivers benefits that meet the needs of
several key target groups and users.

Identifying reasons for pursuing a brand repositioning?

A four-phased brand repositioning approach will help guide you through the process and
allow your company and brand group to best calibrate based on timing, budget, and resources
to get the job done.

Phase I. Determining the Current Status of the Brand

Understanding the brand includes reviewing the complete history of the company and brand,
including its current brand positioning, the original positioning, how it has evolved, and most
important: what the company and brand stands for today. Key questions to ask and answer

 What differentiates our company and brand from the competition?

 What are the equity drivers of the company and brand?

 Who is the current target customer base?

 What is his/her profile?

 What are the reasons for purchase?

 What are the buying patterns?

 What are the user patterns?

Phase II. What Does the Brand Stand for Today?

Obtaining a clear insight to the way consumers feel and relate to your company and brand will
provide the starting point of the repositioning work. First we need to gain parameters,
including

 Identifying key growth areas for your brand, marketplace and industry opportunities

 Looking at your brand positioning in the competitive landscape

 Measuring the current equity of your brand

 Determining opportunity areas of where to take the equity of your brand.

Phase III. Developing the Brand Positioning Platforms

This process will develop and create several key brand positioning platforms to
showcase how far your brand can move to retain existing customers and acquire
new ones. It will answer these questions:

 Who do we want our brand to be?

 What benefits will it deliver to the consumer?

 How will we promote the brand product purchase, collection, and user patterns?

Phase IV. Refining the Brand Positioning and Management Presentation

Now we have a great start, a new thinking, and (most important) the beginnings of the new
brand positioning for your company, business, and brand. The purpose now is to review and
refine the new brand positioning and communicate to all function departments in order to
align efforts.

The main reason is that it is important that everyone on the brand team and all function areas
understand, buy in, and support the new brand positioning. Essentially, this will become the
umbrella strategy for the brand group dictating marketing programs and tactics.

Crucial aspect in successful repositioning are

 Ensure relevance to a customer‟s frame of reference

 Secure the customer‟s “ permission” for repositioning
 Deliver on the brand new promise
 Chapter 5: Research methodology

Here the descriptive and casual approach is used, as the segmentation and target group were
clear to the companies, there is nothing to explore in these research and with the help of
causal study we described the cause and effect relationship

Research methodology-

Primary data-(descriptive study)

 Observation-here we have observed customer about their taste preferences.

 Focus group-we have talked with 8-10 customers and dealers about their pecception
and observed
 Survey-in survey we have used questionnaire method,.,30 questionnaire to the
customers,., the data we have collected from them is given below in project
 Personal interview-we have also collected information on both the companies through
personal interview, where we asked many questions regarding
brands,perception,pricing,promotion and distribution

Sampling-

 Sampling unit- (who should we survey?)

o In our research the sampling unit is the respondents between the age group of
18-30
o In the sample of 30 respondents (customers)10 were females.
 Sample size-(how many people should we survey?)
 Sample size used in the research is 30

Tools for data collection-

 Questionnaire
 Group interviews
 Focus groups
 Chapter 6: Data Analysis

Section A
You shop @ KOUTONS mainly for

Party
Kids Formal Suits wear Regular
Rank 1 5 3 1 6 3
Rank 2 3 6 3 2 4
Rank 3 1 7 4 1 5
Rank 4 3 2 6 6 1
Rank 5 6 0 4 3 5

8
7
6
Rank 1
5
Rank 2
4
Rank 3
3
Rank 4
2
Rank 5
1
0
Kids Formal Suits Party wear Regular

How long have you been using this Kouton’s Brand?

N Valid 18
Missing 0
Mean 1.44
Median 1.00
Mode 1
Std. Deviation .705

Cumulative
Frequency Percent Valid Percent Percent
Valid 0-2 year 12 66.7 66.7 66.7
2-4 year 4 22.2 22.2 88.9

above 4 year 2 11.1 11.1 100.0

Total 18 100.0 100.0
 How long have you been using this Koutons brand

0-2 year
2-4 year
above 4 year

View points

N Mean Std. Deviation Std. Error Mean

Kouton’s cloth express my style 18 2.17 .514 .121
Kouton’s is a quality brand 18 2.06 .416 .098
Price range is affordable 18 1.67 .485 .114
Kouton’s product is easily available 18 2.06 .725 .171
I always get what i want @ kouton 18 2.56 .784 .185
Kouton’s provide good service 18 2.17 .618 .146
Kouton’s offer attract me 18 2.06 .725 .171

Test Value = 0
95% Confidence Interval of
the Difference
Mean
t df Sig. (2-tailed) Difference Lower Upper
Kouton’s cloth express my
style 17.867 17 .000 2.167 1.91 2.42

Kouton’s is a quality brand 20.955 17 .000 2.056 1.85 2.26

Price range is affordable 14.577 17 .000 1.667 1.43 1.91
Kouton’s product is easily
available 12.023 17 .000 2.056 1.69 2.42

I always get what i want @

Kouton 13.833 17 .000 2.556 2.17 2.95

Kouton’s provide good service

14.866 17 .000 2.167 1.86 2.47

Kouton’s offer attract me 12.023 17 .000 2.056 1.69 2.42

 S. degree
statmt 1
statmt 2
statmt 3
statmt 4
statmt 5
statmt 6
statmt 7

What is your opinion about Kouton‟s repositioning as family

store
N Valid 18 Cumulative
Missing 0 Frequency Percent Valid Percent Percent
Mean 2.06 Valid excellent idea 3 16.7 16.7 16.7
Median ok 13 72.2 72.2 88.9
2.00 i have no idea 2 11.1 11.1 100.0
Mode 2 Total 18 100.0 100.0
Std. Deviation .802

What is your opinion about Koutons repositioning as family store

excellent idea
ok
i have no idea
What do you feel about KOUTONS product Quality?

excellent good poor very poor can be improved

quality 2 4 15 4 5

quality
excellent
good
poor
very poor
can be improved

Section B

Why are you not buying from Kouton’s shop?

N Valid 11
Missing 0
Mean 3.09
Median 4.00
Mode 4
Std. Deviation 1.044
 Frequen Valid Cumulative
cy Percent Percent Percent
Valid I don’t know
where the 5 45.5 45.5 45.5
stores are
Kouton’s does
not maintain 6 54.5 54.5 100.0
quality
Total 11 100.0 100.0

Why are you not buying form Koutons shop

i dont know where the

stores are
Koutons does not
maintain quality

Which is the other brand do you prefer basically for clothing?

Allen Pan
P.E Solly America Oxemberg
Rank 1 3 7 0 1
Rank 2 4 2 3 2
Rank 3 3 1 4 3
Rank 4 1 1 4 5

Oxember
Rank 4
Pan Amer
Rank 3
Allen Solly
Rank 2
P.E Rank 1

0 2 4 6 8

What is the price range per month you shop in other brand?
N Valid 11
Missing 0
Mean 2.00
Median 2.00
Mode 2
Std. Deviation .447
 Frequenc Valid Cumulative
y Percent Percent Percent
Valid below
1 9.1 9.1 9.1
1000
1000-2000 9 81.8 81.8 90.9
2000-4000 1 9.1 9.1 100.0
Total 11 100.0 100.0

What is the price range per month you shop in other brand

below 1000
1000-2000
2000-4000

How often do you change the brand preference?

N Valid 11
Frequenc Valid Cumulative
Missing 0 y Percent Percent Percent
Mean 2.00 Valid very often 2 18.2 18.2 18.2
Median 2.00 occasionally 7 63.6 63.6 81.8
Mode 2 rarely 2 18.2 18.2 100.0
Std. Deviation .632 Total 11 100.0 100.0
 How often do you change the brand preferance

very often
occasionally
rarely

Section C

Occupation

Cumulative
N Valid 29 Frequency Percent Valid Percent Percent
Missing 0 Valid salaried 6 20.7 20.7 20.7
Mean 4.69 Govt.service 2 6.9 6.9 27.6
Median 7.00 self employed 3 10.3 10.3 37.9
Mode 7 business 3 10.3 10.3 48.3
Std. Deviation 2.579 student 15 51.7 51.7 100.0
Total 29 100.0 100.0
 Occupation

salaried
Govt.service
self employed
business
student

What is your average income group per month?

N Valid 29 Frequenc Valid Cumulative
Missing 0 y Percent Percent Percent
Valid below RS20000 14 48.3 48.3 48.3
Mean 1.59
RS20000-
Median 2.00 13 44.8 44.8 93.1
40000
Mode 1 above 40000 2 6.9 6.9 100.0
Std. Deviation .628 Total 29 100.0 100.0

What is your avarage income group per month

below RS20000
RS20000-40000
above 40000
Chapter 7: Summary of finding, suggestions and
recommendations

Summary of findings

 It was found that most of consumer prefer formal wear than casual wear
@Kouton‟s
 Consumer feel Kouton‟s product express their style
 It was found that most of the consumer express their dissatisfaction
toward the quality of the product
 Consumer expressed their that Kouton‟s product are affordable
 Repositioning of Kouton‟s to family is accepted by most of the consumer
who participated in the survey
 In survey it was found that most of consumer feel the product as
discounted good and inferior quality product
 It was found the place of stores are not in even

Suggestions

 Kouton‟s product quality must be improved

 Kouton‟s must reform its marketing strategies
 Kouton my go for reposition its brand image
 In research we found that all the costumer are accepting the repositioning
of kouton to family store
 Kouton must increase its range of products
 kouton should put effort in creating brand image by stopping the offer
like buy 1 and get 4
 kouton must change its image from discounted good to superior goods
 Chapter 8: Conclusion

From above analysis and research we found those customers are accepting the Kouton‟s
repositioning into family store. Customer expecting quality products from Kouton‟s brand
and value addition.
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http://www.cygnusindia.com/Industry%20Insight-Apparel%20Retailing%20in%20India-
Executive%20Summary%20&%20TOC-March%202004_.pdf

http://www.rncos.com/Report/IM607.htm

http://www.prlog.org/10121683-india-branded-apparel-growing-in-popularity-amongst-middle-
class-women.html

http://www.hinduonnet.com/businessline/2000/08/08/stories/190802rt.htm
 Study on KOUTONS repositioning
Dear customers,
We, the students of IFIM Business School are conducting a survey on
“Repositioning of Brand KOUTONS”. Your personal information will be kept confidential and
data is used only for our academic project.

SECTION-A
Q.1: Do you buy KOUTONS product?
Yes NO

If “No” then refer to Section-B

Q.2: You shop @ KOUTONS mainly for (Give your choice of preference)

A. Kids wear

B. Formal wear

C. Suits

D. Party wear

E. Regular

Q.3: How long have you been using this brand?

A. 0-1 years

B. 1-2 years

C. 2-4 years

D. above 4 years

Q.4: How long have you been using this brand?

A. 0-2 years

B. 2-4 years

C. above 4 years
 Q.5: Your view point

Statements Strongly Agree Disagree Strongly

agree Disagree
KOUTONS cloth express my style
KOUTONS is a Quality brand
KOUTONS price range is
affordable
KOUTONS product is easily
available
I always get what I want
@KOUTONS
KOUTONS provide good service
Do KOUTONS offers attract me

Q.6: What do you feel about KOUTONS product Quality?

A. Excellent

B. Good

C. Poor

D. Very poor

E. Can be improved

Q.7: What is your opinion about KOUTONS repositioning its outlets to family stores?

A. Excellent idea

B. Ok

C. Not at all, a good idea

D. I have no idea

Q.8: Do you Feel KOUTONS should continue with offer sale through out the tear?
Yes No

What do you suggest to improve KOUTONS?

Ans:
..................................................................................................................................................................
..................................................................................................................................................................
..................................................................................................................................................................
..................................................................................................................................................................
.........

Please mention your complaints about KOUTONS products:

Ans:
.......................................................................................................................................
......................................................................................................................................
.....................................................................................................................................

SECTION-B

Q.9: Which is the other brand do you prefer basically for clothing? (Give your choice of preference)

A. Peter England

B. Allen Solly

C. Pan America

D. Oxemberg

E. Others
If others please specify:.......................................................................

Q.10: You do not shop @KOUTONS because

A. I have never heard

B. I don’t know where the store is situated

C. I think it is bit costly

D. KOUTONS does not maintain quality

Q.11: What is the price range, you shop in other brands?

A. Bellow 1000

B. 1000 to 2000

C. 2000 to 4000

D. Above 4000

Q.12: What you prefer @ other brands (Give your choice of preference)

A. Formals

B. Party wears

C. Casuals

Q.13: How often do you change the brand preference?

A. Very often

B. Occasionally

C. Rarely

D. Never
Q.14: Would you prefer to shop @ KOUTONS in future?

A. Definitely

B. I will think about it

C. May be

D. Cannot say

SECTION-C

Salutation:
Mr Mrs Ms

Occupation:
Salaried Govt. service Self employed Business Retired

House wife Student other please specify..............................................

In which age group do you belong?

A. Below 20

B. 20-30

C. 30-40

D. above 40

What is your average expenditure per month?

Below 20000 RS20001-40000 Above 40000

We appreciate your patience and cooperation for providing your opinion about KOUTONS products.

Thank you.