A

PROJECT REPORT ON

MARKETING STRATEGY
OF

for the Partial fulfillment the

Degree of
BACHELOR OF BUSINESS
ADMINISTRATION
FROM DEPARTMENT OF BUSINESS
MANAGEMENT

SESSION -2014-15
UNDER GUIDANCE

SUBMITTED BY

CHAITANYA KAUSHAKIYA

SURBHI THAKUR

BBA VTH SEM.

ROLL NO. BBA/12/33

PREFACE
Preparing a project of this nature is an arduous task and I was
fortunate enough to get support from a large number o persons. I
wish to express my deep sense of gratitude to all those who
generously helped in successful completion of this report by sharing
their invaluable time and knowledge.
It is my proud and previledge to express my deep regards to
Respected HOD Mr. Naveen Gidion, Dr. Anand Tiwari & Dr.
J.P.N. Pandey Principal Head of Department of Business
Management , Govt. Autonomous Girls PG College of
Excellence, Sagar for allowing me to undertake this project.
I feel extremely exhilarated to have completed this project
under the able and inspiring guidance of Mr. Chaitanya Kaushakiya
he rendered me all possible help me guidance while reviewing the
manuscript in finalising the report.
I also extend my deep regards to my teachers , family
members , friends and all those whose encouragement has infused
courage in me to complete to work successfully.
SURBHI THAKUR
B.B.A. VTH SEM.

ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was fortunate
enough to get support from a large number o persons. I wish to express my deep
sense of gratitude to all those who generously helped in successful completion of this
report by sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected

HOD Mr. Naveen Gidion, Dr. Anand Tiwari & Dr. J.P.N. Pandey
Principal Head of Department of Business Management , Govt.
Autonomous Girls PG College of Excellence, Sagar for allowing me to
undertake this project.
I feel extremely exhilarated to have completed this project under the able and
inspiring guidance of He rendered me all possible help me guidance while reviewing
the manuscript in finalising the report.
I also extend my deep regards to my teachers , family members , friends and
all those whose encouragement has infused courage in me to complete to work
successfully.

SURBHI THAKUR
B.B.A. VTH SEM.

DELCLARATION BY THE CANDIDATE

Date :

I declare that the project report titled "

STRATEGY OF PETER

MARKETING

ENGLAND"

on

Market

Segmentation is nay own work conducted under the supervision of Mr.

Chaitanya Kaushakiya Department of Business Management , Govt.

Autonomous Girls PG College of Excellence, Sagar To the best of

my knowledge the report does not contain any work , which has been
submitted for the award of any degree , anywhere.

SURBHI THAKUR
B.B.A. VTH SEM.

CERTIFICATE
The project report titled " MARKETING STRATEGY OF

PETER ENGLAND" been prepared by SURBHI THAKUR B.B.A.

VTH SEM, under the guidance and supervision of

Mr. Chaitanya

Kaushakiya for the partial fulfillment of the Degree of B.B.A.

Signature of the

Signature of the

Signature of the

Supervisor

Head of the Department

Examiner

CONTENTS
TOPIC

TITLE

PREFACE

PAGE NO.

ACKNOWLEDGEMENT

CERTIFICATE

DECLARATION

CHAPTER -1

INTRODUCTION

CHAPTER -2

OBJECTIVES OF THE STUDY

CHAPTER -3

RESEARCH METHODOLOGY

CHAPTER -4

MARKETING STRATEGY OF PETER ENGLAND

CHAPTER -5

MARKETING MIX AND PRODUCTS

CHAPTER -6

SWOT ANALYSIS

CHAPTER -7

LIMITATION

CHAPTER -8

SUGGESTION

CHAPTER -9

CONCLUSION
BIBLIOGRAPHY
ANNEXURE
QUESTIONNAIRE

INTRODUCTION
PETER ENGLAND
In year 1889 under the name of Peter England, the Modest Factory was
built in Londonderry, Ireland and comes with the hall mark HONESTY

IMPRESSIVE for all products to boasts the selling of the internationally

styled garments and offering value for money to its customer.
It was also awarded as Honest-to-goodness prices for supplying the
British troops khaki uniform for the highest quality. In year 1997, Aditya
Birla Group brought Peter England to India and a major milestone to
embark up. It was launched as a HONEST shirt to astounding success by
providing an Indian male a decent shirt who wants to look good by paying
a little and now in India, it becomes the fastest selling ready made shirts
brand. And also from the last few years, the brand becomes a full fledged
wardrobe solution by extended its range to Trousers, Casuals & Suits.
It also offering three distinct quality clothing as a name Peter England,
Peter England Elements & Peter England Elite. It was one of the earliest
brands offering office wear and now offering a complete range from
everyday to special day and in future it also wishes to enter in new
geographical area in other part of the world to create consumer experience
of unique and relevant.

Peter England Menswear Brands Division

Peter England, the largest selling shirt brand in

the country boasts of an impressive portfolio of
internationally styled garments offering value
for money to its customers, which is the
hallmark of all Peter England products.
More than a century ago, a modest factory was built in Londonderry,
Ireland to make gentlemens attire under the name Peter England. The

year was 1889. A war frenzy was sweeping across Britain as they
prepared for what came to be known as the Boer War.
One challenge the army faced was the lack of war uniforms for their
troops. Peter England was awarded the colossal task of supplying the
British troops khaki uniforms with the highest quality at honest-togoodness prices. The rest as they say is history.
More than a century later, Peter England was all set to embark up on yet
another major milestone. The year was 1997. A new India was emerging.
An India of growth and opportunity.
Aditya Birla Group, a US $29.2 billion Fortune 500 company brought
Peter England to India. The values of an emerging country struck a fine
chord with Peter England. And it well reflected in what Peter England
offered.
Peter England launched in India with the
honest shirt to astounding success.
International style coupled with great value
found instant acceptance with a large segment
of the Indian male population who wanted to
look good at work without paying heavily for it.
With this launch campaign, Peter England went on to become the fastest
selling ready-made shirt brand in India. Millions of adorning middle-class
Indian males not only took pride in wearing the shirt but also developed
an emotional connect with the brand.
Over the next few years the brand extended its range to become a fullfledged wardrobe brand with trousers, casuals and suits. A leading mens

wear brand in the country, Peter England offers quality clothing to the
discerning male under three distinct offerings viz. Peter England, Peter
England Elements and Peter England Elite.
Peter England forms an integral part in the young corporate executives
wardrobe, wishing to make a positive impression at his workplace. He
experiences Peter England as one of the first brands in office-wear and
often has memories that last a long time. The Peter England product
portfolio comprises of a wide array of shirts, trousers, suits and acessories,
offering a complete range from everyday to special.

Peter England Elements caters to the casual side of this smart Indian male.
The merchandise offering spans from Relaxed Office-wear to Weekend
Casuals. The portfolio is completed through t-shirts, jackets, denims,
cargos, sweaters etc.
Thanks to the strong equity the brand
enjoyed in the office wear space Peter

England was well poised to stretch its offerings into this higher price
segment. Peter England Elite was launched in 2007 marking the brands
foray into the quasi premium segment.
The future is bigger and better. With entrance in new product categories
and consumer segments, a growing distribution network and a retail
expansion drive, Peter England is all set to surge new heights.
Peter England also wishes to enter new geographies in other parts of the
world and create a consumer experience that is relevant and unique.

ABOUT PRODUCT
All societies observe certain rules, some of them quite strict, about the
way in which men, women and children should dress, or how. different
social classes and groups should present themselves. These norms come to
define the identity of people, the way they see themselves, the way they
want others to see them. They shape our notions of grace and beauty,
ideas of modesty and shame. As times change and societies are
transformed, these notions also alter.
Modifications in clothing come to reflect these changes. The emergence
of the modern world is marked by dramatic changes in clothing. In this
chapter, we will look at some of the histories of clothing in the modern
period, that is in the nineteenth and twentieth centuries.
Why are these two centuries important?
Before the age of democratic revolutions and the development of
capitalist markets in eighteenth-century Europe, most people dressed

according to their regional codes, and were limited by the types of clothes
and the cost of materials that were available in their region.
Clothing styles were also strictly regulated by class, gender or status in
the social hierarchy.

IN INSIGHT OF COMPANY HISTORY

After the eighteenth century, the colonisation of most of the world by
Europe, the spread of democratic ideals and the growth of an industrial
society, completely changed the ways in which people thought about dress
and its meanings. People could use styles and materials that were drawn
from other cultures and locations, and western dress styles for men were
adopted worldwide.
In Chapter I you have seen how the French Revolution transformed many
aspects of social and political life. The revolution also swept away
existing dress codes, known as the sumptuary laws. Let us look briefly at
what these laws were.
What were these new values? What created the pressure for change?
Many changes were made possible in Britain due to the introduction of
new materials and technologies. Other changes came about because of the
two world wars and the new working conditions for women.
Let us retrace our steps a few centuries to see what these changes
were.
3.1 New Materials
Before the seventeenth century, most ordinary women in Britain
possessed very few clothes made of flax, linen or wool, which were
difficult to clean. After 1600, trade with India brought cheap, beautiful
and easy-to-maintain Indian chintzes within the reach of many Europeans
who could now increase the size of their wardrobes.

Then, during the Industrial Revolution, in the nineteenth century, Britain

began the mass manufacture of cotton textiles which it exported to many
parts of the world, including India. Cotton clothes became more
accessible to a wider section of people in Europe. By the early twentieth
century, artificial fibres made clothes cheaper still and easier to wash and
maintain.
In the late 1870s, heavy, restrictive underclothes, which had created such
a storm in the pages of womens magazines, were gradually discarded.
Clothes got lighter, shorter and simpler.

VISSION AND MISSION

We aim to meet the aspirations of our customers through our offerings of
contemporary fashion and international quality at affordable prices. We
look at every Indian as our customer and will operate on a Pan-India basis
in Metro, Tier I, Tier II and Tier III cities and towns. We will create a
leadership position in this fieldby growing faster than competition. We
will achieve our goals of customer satisfaction through productexcellence
and our growth objective through employee motivation and prudent
financial policies for investor satisfaction.

STANDING POSITION OF COMPANY

 Gaining a brand recognition as a result of the expansion mode that

the company is in with the foray in Tier II and Tier III cities
Benefit of First Mover Advantage
A truly Mass Volume Brand
Also known for selling a lot more than many popular brands
Catches the eye of the customer with attractive offers of heavy
discounts
Advanced and in-depth planning and research and also considering the
latest trends and customer demands inmind
Highly motivated staff

BRAND VALUE
As the name suggests, Raymond brand positioning leans on casual
comfort and style with cotton as the dominant product input. The
versatility of cotton is reflected in the fashion statement embedded in the
collection.

The current collection is aimed at casual and current fashion with a focus
on the younger generation.The companys focus on quality is not just a
marketing need but is truly a part of the genes of the company andits
parent. Nahar Industrial Enterprises is an
ISO 9002/1S14002

enterprise with Okotex certification. Raymond products are manufactured

in state-of-the art facilities with complete capabilities in hi-tech
knitting,dyeing, mercerizing, finishing, compacting and embroidery with
total quality control

OBJECTIVE OF THE STUDY

 To know about the different brands of Cloth.

To know about the customer satisfaction
To know about pricing to Cloth
To know about market share of Cloth
To know about the customers services.
To determine what factors influence a consumers buying decision.
To determine the important attributes that a consumer considers
before buying shirts.
To determine which advertising mediums are most effective in
influencing customers perceptions
To assess which brand of shirts are most preferred by customers.
To find out the impact of sales promotions during a purchase.

RESEARCH METHODOLOGY

According to Green and Tall A research design is the specification of the

methods and procedures for acquiring the information needed. It is the
overall operational pattern or framework of the project that stipulates
which information is to be collected, from where it is to be collected and
by what procedures
This research process based on primary data analysis and secondary data
analysis will be clearly defined to meet the objectives of the study.
I chose the primary sources to get the data. A questionnaire was
designed in accordance with our mentor in Shirts. I chose a sample
of about 100 corporate customers
I collected some data from the secondary sources like published
Company documents, internet etc.
Research Design
A research design is the arrangement of conditions for collections and
analysis of data in a manner that aims to combine relevance to the
research purpose with economy in procedures. It is a descriptive cross
sectional design .It is the conceptual structure with in which research is
conducted; it constitutes the blueprint for the collection, measurement and
analysis of data.
It is needed because it facilitates the smooth sailing of the various
research operations, thereby making research as efficient as possible
yielding maximal information with minimal expenditure of effort, time
and money.
In the preliminary stage, my research stage constituted of exploratory
study by which it is clear that the existence of the problem is obvious .So,
I can directly head for the conclusive research.

Sampling Plan
Sampling plan is a distinct phase of research process. In this stage I
have to determine who is to be sampled, how large should be the needed
sample and how sampling unit is to be selected.
Population
In my research, I have defined my population as a complete set of
customers of Sagar City.
Sample Survey
As compared to census study, a sample study has been conducted by us
because of:
Wide range of population, it was impossible to cover the whole
population
Time and money constraints.
Sample Unit
In this survey I took the list of customers from the dealers of Shirts
Sampling Technique
Sampling technique implies the method of choosing the sample items, the
two methods of selecting sample are:
Probability method.
Non-probability method.
Probability method is those in which every item of the universe has an
equal chance of the inclusion in the sample. Non-probability methods
are those that do not provide every item in the universe with known cause
of being included in the sample.

MARKETING STRATEGY

INTRODUCTION TO BRAND PETER ENGLAND

1885 Started in Londonderry, Ireland, became a leading military dress
supplier to the British Army
1997- Brand came to India through Madura Garments
2000- Madura Garments acquired by Indian Rayon, Aditya Birla Nuvo
Group

PETER ENGLAND
The hallmark of honest started off with shirts and now comprises of the
entire mens wardrobe containing the full range of garments.
It is popular for lifestyle brands. The largest selling shirt brand in the
country.
Launch phase communication designed to create quick and universal
awareness of the brands USP of quality and price .Build strong brand
preference
Sustain brand loyalty through attractive imagery and constantly reiterating the
Product benefits.

THE BRAND ESSENCE

Why Peter England?
Because it is a good buy.
Why is it a good buy?
Because it is affordable and good quality
Why is affordability and good quality important to you ?
Because I want to look good and at the same time not spend too much

SWOT ANALYSIS

STRENGTHS
Increasing disposable incomes
of the people
Brand conscious customers
Availability of cheap finance
Growing domestic market
Increase in number of malls

OPPORTUNITIES
Increasing demand for luxury
brands from the middle class.
Research and new product
development can help the
companies to move across the
value chain

WEAKNESS

THREATS

Predominance of unorganized
sector.
Technological obsolescence in
the supply chain.

Increased competition in the

domestic markets
Cheaper imports
Changing Governments policy
on FDI

Peter Englands Competitive

Extensive range of office and casual wear
Good quality label and branding
Contemporary designs, colours and price
Wide distribution, easy availability
High market viability
It pictures itself as Honest Brand
It offers value for customers at affordable price.

MARKET SEGMENTATION
While venturing into The Ready to wear garment sector, it identified the
shirt segment as its focal entry point.

 Since then it has identified further segments namely trousers and suits
with further sub segmentation in each segment.
It identified customers need for brand +product imagery.
Used the demographics and lifestyle to enter the mid price segment.
(Rs250-500) in both formal and casual (elements)
Test launch in diverse geographies.(like suits &blazer).
Huge Potential and Good Growth Rate in the price segment.
Value proposition of quality Via the imported fabric +Affordable Price

CRITERIA FOR SEGMENTATION

Substantiality

The middle income segment is large,Peter England now

considers high income level segment.
The segment is identifiable.

Identifiability
Measurability
Accessibility
Responsiveness

The middle and high income groups have access to

marketing mix (televisions, Newspapers, hoardings etc).
The price ranges available are economic, mid-price and
premium.

TARGETING
Targets both middle income and high income men
It targets only male population of a particular age group
Young executives segment between age group25-28 years.
Anyone looking for casual and formal international style at affordable
price points entry into premium segment.

Followed the selective specialization strategy through shirts

1. Trousers
2. Suits
3. Inner wears
4. Accessories

POSITIONING
UNIQUE SELLING POINT:
Peter England has its unique designs and is made with absolute quality,
which not available in any brand, and this is its unique selling point.
BRAND UNIQUENESS
Attributes: Good Quality
Functional : Comfort

 Emotional : Simplicity
Values: Honesty
Culture: Fashionable
Personality : Honest
User: Young Executives
Word Association: Honesty
Personifying The Brand: Down to earth

Peter England brand has been positioned for the masses and is in the
mid-price category. It offers value for consumers at affordable price.
It is distinctly positioned for different categories as that it is ensured that
Madura Garments brands grow through different target customers rather
than cannibalizing on each others target segment.
Positioning for Competitive Edge
Peter England shirt was projected as an honest shirt
The image was reinforced by honestly impressive
MARKET ANALYSIS:
Peter England after analysing launched high-to-low and low-to-high
priced products so that it is affordable to different segments of
customers.

It provides seasonable discounts according to the demand of customers.

Also it launched ties, statements, belts and essentials other than shirts
and trousers according to the need and demand of the market.

MARKETING MIX:

Peter England follows the four Ps of the marketing mix:

PRODUCT
The range comprises regular office wear, special occasion wear and
casual wear.
A string of innovation delivering value introduced across all above
categories starting from English cotton shirts at Rs 375 right up to British
micros at 595
Trousers range from RS 545 classic formals to wrinkle free cotton
chinos at 895
Element polo fees at 299 an instant hit in casuals.
Quality and price: mid priced to premium range. quality increases with
price

PRICING

Price grid integrity is maintained by ensuring that 65 %of the brand

offering is below MRP 500 through Core range.
PRICING OBJECTIVE
Peter England aims at maximizing its market share
Introduces Market Penetration pricing
PRICING STRATEGY
Price grid integrity maintained by ensuring 65 per cent of the brand
offering was below MRP 500 through 'Core' range
At the same time premium products introduced at the top end through
collections like the solids collection and the festival collection
Factor For Price Setting
The Peter England range available at
Peter England (MID PRICED BRAND)
Shirts range- Rs, 345 Rs. 445
Trousers range Rs. 645- Rs. 745
Peter England-ELEMENTS(CASUALS)

 Shirts & T-shirts range- Rs, 345 Rs. 445

DENIMS Rs. 645- Rs. 745
Peter England-Elite(PRIMUM BRAND)
Shirts range- Rs,1099 Rs.14445
Trousers range Rs.1099- Rs.13999

PROMOTION
Bold usage of vernacular media, press and TV media, Print media , right
brand associations through sponsorships.
Promotion TV and print, the main vehicle for PE
Local support added through hoarding campaigns showcasing product
innovations
Right brand associations built through sponsorships (such as WISDEN
Cricketer Awards 2003 co-sponsor) to build consumer connection
ADVERTISING: MEDIA SELECTION
Peter England has around 160 showrooms, spread across 69 towns. So,
optimum to cater to audience through television..
Also, communicating through print medium, for expanding retail
network.
To build Peter Englands retail, going for vinyl outdoors for announcing
the new collection as well as the new locations
SALES PROMOTION
Communication: TV, newspapers, internet, hoardings, vernacular media
etc.
Incentives: discounts , sales ,Buy One Get One Free Offer
Invitation
Public Relations and Publicity
The Honest Shirt Campaign creates a distinct positioning for itself.

 High Credibility: Six month against guarantee against material, colour,

stitching.
Honest to goodness price and quality.
Ability to Catch Buyers off Guard
Dramatization

PLACE
The distribution strategy is adapted to meet newer demands
Core range was made available on tap so that the retailer could
increase his stock turns through weekly replenishments
Collections distributed through monthly advance ordering to
customizing to the retailer needs in terms of the design-size-style
preference
Branded shelf route taken in MBOs to showcase the range
The Peter England exclusive outlet network expanded to 162 across 69
towns.
Distribution Channels
Most efficient and powerful distribution network
Loyal and dynamic network of agents & distributors
Strong retail presence with over 250 dedicated retail outlets(Planet
Fashions) and over 1500 multi brand outlets Fashion

SEGMENTATION, TARGETING AND POSITIONING

ANALYSIS AND INTERPRETATION OF DATA

1 Brand preferred by the customers

Interpretation
From the above data it is clear that Peter England dominates the market. 26%
of the customers prefers Peter England, followed closely by Pepe (22%), Lee
(20%), Diesel (17%) and Spykar (15%).

2 Factors Affecting Purchasing Decision

It can be analysed from the above data that, price is a major factor tat affects
the purchasing decision. The style and the size and fit also affects the decisions
to certain extend.

3 Factors Influencing

Advertisements influences the customers in a large extend. Celebrity

endorsements also influence the customers in choosing Peter England over
other brands. This shows that the promotional activities done by an
organisation plays a major part in attracting more customers.

4 Performance Scale

Interpretation
Majority of the participants in the survey were satisfied with the performance
of the product. 18% of the customers said that the performance was outstanding
while 12% of customers said they were somewhat satisfied with the
performance.

5 Would you like to stick to this product in the future?

Majority of the customers were loyal to the brand. 13% of the consumers said
they were not sure whether they will choose Peter England in the future as
there were many players in the market who pose stiff competition to Peter
England in terms of style, variety and price.

6 Price of the product

Interpretation
68% of the participants were of the opinion that the price of Peter England
jeans was not satisfactory. They generally shared a view that it was expensive.
32% of the participants were satisfied with the price.

7 Brand Loyalty

Interpretation
Most of the participants were of the opinion that that they change the brand
depending upon the price of other brands (28%) and to experiment with new
brands (34%). 24% were loyal to the brand while 14% of the participants
changed the brands very often.

8 Are competitors products better in any aspect?

Interpretation
Most of the participants in the survey believed that the competitors were not in
any way better than Peter England. 23% of the participants felt that the
competitors used better promotional techniques. 18% of the people were of the
opinion that competitors provided superior quality products compared to Peter
England jeans and 15% of the participants said the competitors provided better
value of money.

Limitations

This research has a number of limitations that must be

acknowledged.
First, the sample used for this study consisted mostly of
college students. Therefore, these results may not be
applicable to the wider population in general.
Secondly, the results of this study are limited to a specialty
retail branded purchasing context.
Lastly, it must be acknowledged that there may be numerous
other variables that contribute to the development of
customer satisfaction, customer loyalty, and word of mouth
communication which are briefly touched upon below.
All of the hypotheses in the study were supported by the data. The
hypothesis test results indicated that both utilitarian and hedonic
shopping benefits have a positive effect on customer satisfaction.
The results also indicate that customer repurchase is positively
associated

with

customer

loyalty

and

word

of

mouth

communication.
There are studies which have contributed for extending the
consumer benefit/loyalty framework to the retail branding context.
Customer satisfaction is an antecedent of word of mouth
communication, but customer loyalty (favorable relative attitude)
must be present to mediate the relationship. This finding is
important for theory building in this and other marketing and
consumer contexts.

CONCLUSION

Financial statement analysis focuses on one or more elements of a

companys financial condition or operating results. Researcher
emphasizes five areas of inquiry, with varying degrees of
importance.
Short-Term Liquidity. Ability to meet short-term obligations.
Cash Flow Analysis. Future availability and disposition of cash.
Return on Invested Capital. Ability to provide financial rewards
sufficient to attract and retain financing.
Asset utilization. Asset intensity in generating revenues to reach
a sufficient profitability level.
Operating

performance

and

Profitability.

Success

at

minimizing revenues and minimizing expenses from operating

activities over the long run.

SUGGESTION

Company should decentralize their system and link it with extranet & intranet.

They should give training to the sales personnel and store manager regarding product
knowledge.

They can also provide customization of design of various shirts and trousers online
and can take online orders.

They can also do direct marketing to boost their sales

Expand the definition of the target market to women and kids

Provide proper parking space.

Provide value adding activities like Wi-Fi facility or food facility inside the store.

Provide refreshments on regular duration like half hour, so that customer takes more
interest into shopping and purchases more than planned.

Display video advertisements outside the store with more creativity and distribute the
pamphlets into the nearby area of the store.

BIBLIOGRAPHY

Trevor D'Souza, July 14th Monday, 2003. Pakistan textile

industry: a brief review. The NEWS.
Sofie

Vander

Meulen.

2003.

Determinants

of

financial

statements.
Leslie Rogers, 1997, Go with the flow: Using Ratios to analyze
cash flow data. The National Public Accountant.

QUESTIONNAIRE
Name:.......................................................

Occupation ...............................

Sex: ........................................................

Contact No. ...............................

1. How many pairs of jeans do you currently own?

a) 1-3
b) 4-6
c) 7-9
d) 10+
2. Which brands of jeans do you generally buy?
a) Lee
b) Peter England
c) Pepe
d) Diesel
e) Spykar
3. What factors affects your purchasing decision?
a) Durability
b) Style
c) Size and Fit
d) Brand Name
e) Price
4. Who/What influences you in buying Peter England
a) Family
b) Friends
c) Celebrities
d) Advertisements
5. How do you rate Peter England on the performance scale?
a) Outstanding
b) Satisfactory
c) Somewhat satisfactory
d) Not sure
6. Would you like to stick to this product in the future?
a) Yes
b) No
c) Not sure
7. Do you think the price of this product is satisfactory?
a) Yes. I do
b) No. I dont think so
8. How often do you change your brand?
a) Very often
b) Depends on price of other brands
c) To experiment with new brands
d) I stay loyal to my brand
9. Do you feel the competitors products are better than this product in any ways?
a) Better value of Money
b) Higher Quality
c) Better Promotional Techniques
d) No

Signature