SIES COLLEGE OF ARTS, SCIENCE AND

COMMERCE

AN EMPIRICAL STUDY ON CONSUMER PERCEPTION TOWARDS BRANDED CLOTHING

IN NAVI MUMBAI

Author: Ms.Vijayalakshmi Konar.

This project is done under the guidance of Dr. Priyadarshini Poddar

8TH FEBRUARY 2016

CERTIFICATE
This is to certify that the Project Work entitled A research study on branded
clothing: An empirical study on consumer perception towards branded clothing in
Navi Mumbai submitted by me as the project for Agency Management Research
(sixth semester BMM) offered by SIES College of Arts, Science and Commerce
(Nerul) during the academic year 2015-2016 is an original work carried out under
the guidance of Dr. Priyadarshini Poddar, Head of Department (BMM).

Name: Krutika Palav.

Roll No.: A.13.35

Sign:

Date:

ACKNOWLEDGEMENT

ABSTRACT
India is witnessing change in life styles of large section of the population. The need to
understand the emerging markets and consumers has become a big challenge for the corporate
world especially in creating and managing a powerful brand. By developing a powerful brand,
corporate can establish 'brand equity' and the equity assists firms in a variety of ways to manage
competition and to maintain market share. Due to the globalization process, Indians are getting
attracted to branded footwear, particularly Multinational brands. Buying behavior of men on
branded footwear are changing. Number of people visits the showroom with a brand in mind
because the quality and comfort of that brand are suitable for them. It becomes important for the
marketers to understand these relationships for successful design and execution of branding
strategies.
The present study investigates peoples perception towards branded footwear and to ascertain the
brand of shoes, most preferred by respondents in Mumbai. The study also examines consumers
perception towards retail footwear showrooms in Mumbai. The study is a descriptive study.
Primary data was collected with the help of structured questionnaire administered to
respondents in Mumbai.
Using Descriptive statistics, Pilot study was conducted and the necessary additions
and deletions were made in the questionnaire.
Based on the test result some of the relevant finding were derived that will be useful to find the
factors that really influences people towards particular brand of footwear. The manufactures can
come out with suitable strategies to overcome the problems.

INDEX
Sr. No

Topic

Pg No.

1.

Introduction

2.

Literature Review

7-8

3.

Research Methodology

1
2
3
4

Keywords
Objectives
Scope
Limitations

3.1 Objectives
3.2 Survey design
3.3 Sample size and design
3.4 Research period
3.5 Research instrument
3.6 Data collection
3.7 Sampling methods
3.8 limitations

4.

Data Analysis

5.

Conclusion

6.

Recommendations

7.

Annexure

INTRODUCTION
KEYWORDS: Footwear, Brand equity, buying behavior, celebrity endorsement.

PURPOSE OF THE STUDY

The most important statement is to identify the need of customers, what kind of apparels they like to wear.
As we know that market, segmentation has become an important tool used by retailers and marketers for
identifying target customers.
Brand management holds the key in the modern markets, particularly in Indian markets because
Indians are very traditional. India's traditional dress for men is Dhoti but gradually, people
transmitted into tailor made dresses. Due to the globalization process, Indians are getting
attracted to readymade dresses, particularly Multinational brands. The growth of readymade
mens wear business in India was very slow till the early 1980's. Consequently, there were no national level
brands in this category for a long period. By the mid 1980's however customer mindset seemed to have
started changing gradually, along with increasing urbanization, and changes in the social and economic
status and life styles.
As in many other industries in the nation, the move towards 'branding' soon took momentum in the mens
wear market. In this study, an attempt was made to study the consumer perception towards branded
clothing and retail garment showrooms of Navi Mumbai.

OBJECTIVES:
o To study the different attributes like price, preference, logo, packaging.
o To analyze the brands on the basis of Brand identity and brand Personality Recall and
Recognition.
o To study the difference between the brands on the basis of television commercial and their
communicating style.
o To study whether the consumer prefer the traditional medium or online medium for the purchase.
o Do celebrities really have an impact on the minds of people and does this influence their purchase
of branded clothes?

LIMITATIONS:
o The study is restricted to Navi Mumbai only.
o The sample is limited; it may not represent the scenario of all the consumers as not many prefer to
go for branded clothing.
o The study is done for a very short period of time.

LITERATURE REVIEW
Sr.
No.

Author Name

Fernandez, P.

Ms. Jyotsna pareek

Syed Tabrez Hassan,

Bilal H Hurrah,
Amit Lanja

Year of
Publicat
ion
2009

Publicatio
n Place

Review

Malaysia

Impact of Branding on Gen Ys Choice of Clothing It is

2015

Jaipur

2011

Jalandhar

hypothesized that they are brand conscious. He suggests that

brand conscious is the right choice of clothing, which helps them
create an image and identity for themselves. Peer influence plays
a crucial role in their choice of brands as it aids in their
socialization process. In addition, advertising is an important
variable in conferring brand values and establishing an image for
the brand. Celebrity endorsements have a huge impact on branded
clothing too as they promote certain attributes like image, quality
and status. The researcher recommends that to retain loyalty of
the people.
Factors influencing apparels consumer buying behavior The
apparel retailers can differentiate the retail store by effective
planning of visual merchandising strategy. This will help in
creating an attractive and visually appealing store that catch the
attention of customers, positively compel them to enter the store
and aid the process of selling. This study attempts to identify the
visual merchandising factors that influence buying behavior of
apparel consumers. The main objective of this paper is to
investigate the visual merchandising factors most valued by
apparel consumers according to gender. It also examines the
influence of these factors on the buying behavior of apparels
consumer according to gender.
A STUDY OF CUSTOMER PERCEPTION OF YOUTH
TOWARDS BRANDED FASHION APPARELS Those factors
that affect customer perception in choosing the fashionable
apparels Cultural factors such as apparel involvement, media, and
reference group influences, self-esteem, and social class. It also
investigates demographics such as income and age. People wear
branded clothes to look attractive and to impress people. Price
of branded clothes is not a big issue for people. People prefer
branded clothes over non-branded regardless of high price.
People buy branded clothes because they provide more value for
money and because of their good quality. Wearing the same
type of clothes makes people bored. They like to wear new and
fashionable clothes.

Ali Kara

Parul Mittal
Sandeep Aggarwal

2009

2012

USA

Jaipur

An empirical study of full-figured Brands and the consumer

bonding experience This study investigates that store brands
play an important role in retail strategy and understanding store
brand purchase behavior is a critical issue for marketers and
researchers alike. This study examines different factors affecting
consumers purchase behavior of store brands and investigated
the decision to purchase a store brand using a conceptual model,
which incorporates a number of variables hypothesized to
influence store brand purchase decisions. Using a sample of 799
shoppers, they have analyzed the relationships assumed in the
conceptual model. Results confirm the hypothesized relationships
between store brand purchase and value consciousness, previous
experience, and consumer perceptions.
Consumer perception toward branded garments Analyzing and
understanding the consumer and his behaviour is the cornerstone
of success in marketing. It includes all the physical, mental and
emotional processes and concerned behaviour which are
observable before, during and after each and every purchase of
goods and services. This make us compelling to understand,
observe, record and react to such behaviour in case we want to
have win-win strategy that matter for marketer and the customer
both. The research report presented is based on the Consumer
Perception towards Branded Garments. Through this study an
attempt has been made to practically understand those emotional
or rational appeals, which drive the purchase decision toward the
branded garments.

RESEARCH METHODOLOGY
The study is a descriptive study. Primary data was collected with the help of structured
questionnaire administered to 200 male and female respondents in Navi Mumbai and the type of sampling
was convenient sampling. Pilot study was conducted and the necessary additions and deletions were
made in the questionnaire.

a. Objectives:
o To study the different attributes like price, preference, logo, packaging.
o To analyze the brands on the basis of Brand identity and brand Personality Recall and
Recognition.
o To study the difference between the brands on the basis of television commercial and their
communicating style.
o To study whether the consumer prefer the traditional medium or online medium for the purchase.
o Do celebrities really have an impact on the minds of people and does this influence their purchase
of branded clothes?

b. Hypothesis:
OBJECTIVES
To study the different attributes
like price, preference, logo,
packaging.

ALTERNATIVE HYPOTHESIS
HA: The price, preference, logo
and packaging for which the
brands are available in the market
is acceptable
HA: The brand which is recognized
first has an impact on the target
audiences mind.

NULL HYPOTHESIS
HO: The price, preference, logo
and packaging for which the
brands are available in the market
is not acceptable
HO: The brand which is
recognized first doesnt have an
impact on the target audiences
mind.

To study the difference between

the brands on the basis of
television commercial and their
communicating style.

HA: The channel of

Communication has an impact on
the target audience

HO: The channel of

Communication doesnt have an
impact on the target audience

To study whether the consumer

prefer the traditional medium or
online medium for the purchase.
Do celebrities really have an
impact on the minds of people
and does this influence their
purchase of branded clothes?

HA: The Consumer would prefer

the traditional medium for
purchase
HA: Celebrities do have an impact
on the minds of people and it does
influence their purchase of
branded clothes.

HO: The Consumer would not

prefer the traditional medium for
purchase
HO: Celebrities do not have an
impact on the minds of people
and it does not influence their
purchase of branded clothes.

To analyze the brands on the

basis of Brand identity and brand
Personality Recall and
Recognition.

c. INSRTRUMENTS OF DATA COLLECTION:

Survey design:
The study is a cross sectional study because the data were collected at a single point of time.
For the purpose of present study a related sample of population was selected on the basis of
convenience. The survey consisted questions like open ended, semi- close ended, closed-ended,
dichotomous, list of items as well as ordinal questions.

Sample Size:
A sample of 50 people was taken on the basis of convenience. The study was conducted in Navi
Mumbai areas, age group between 14-40. The actual consumers were contacted on the basis of
random sampling. Hence calculated those data into percentage.

Research Period:
Entirely a month was covered for the research.

Research Instrument:
This work is carried out through self-administered questionnaires. The questions included were
open ended, dichotomous and offered multiple choices.

Data Collection:
The questionnaire was self-administered and was distributed fifteen minutes before the end of
class. One hundred and thirty questionnaires were distributed but one hundred questionnaires
were used for the final analysis after eliminating those that were partially completed or uniformly
answered and that did not fall into the 1824 age group.
The data, which is collected for the purpose of study, is divided into 2 bases:
Primary Source: The primary data comprises information survey of An Empirical study on
consumer perception towards branded clothing. The data has been collected directly from
respondent with the help of structured questionnaires.
Secondary Source: The secondary data was collected from internet.

Sampling Methods:
Probability Sampling: Simple Random Sampling was chosen as a part of probability sampling.
Simple Random Sampling: A subset of a statistical population in which each member of the
subset has an equal probability of being chosen. Out of 100, 10 participants were chosen via
Simple Random Sampling.
Non-Probability Sampling: Convenience sampling method was chosen as a part of Nonprobability Sampling.
Convenience sampling: Members of the population are chosen based on relative ease of access.
10 participants were chosen via Convenience Sampling.

LIMITATIONS:
o The study is restricted to Navi Mumbai only.
o The sample is limited; it may not represent the scenario of all the consumers as not many prefer to
go for branded clothing.
o The study is done for a very short period of time.

Data analysis

What is your gender

Male
50

Female
50

What is your gender ?

Male
Female

Which age- group do you belong to ?

14-20

21- 30

31-40

50%

40%

10%

Which age- group do

you belong to ?
14-20
21- 30
31-40

Average monthly expenditure on branded clothing?

500 - 1000

1001-3000

3001-5000

Above 5001

60%

20%

15%

5%

Average monthly
expenditure on
branded clothing?
500 - 1000
1001-3000
3001-5000
Above 5001

Which among below are your preferred Brands?

Calvin
Klein
15%

Peter
England
10%

Lee
15%

Park
Avenue
10%

Levis

Zara

15%

5%

Tommy
Hilfiger
5%

Adidas

Lacoste

15%

10%

Which among below

are your preferred
Brands?

1. Calvin Klein

2. Peter England

3. Lee

4. Park Avenue

5. Levis

6. Zara

7. Tommy Hilfiger

8. Adidas

9. Lacoste

Any other preferred brand for Branded clothing?

mufti
spykar
pepe Jeans
None

On what basis, do you prefer these brands?

Price

Brand Name Fashion

Product
Quality

30%

20%

15%

10%

Store
Environmen
t
10%

Advertising
Promotion
15%

On what basis, do you

prefer these brands?
Price
Brand Name
Fashion
Product Quality
Store
environment
Advertising
Promotion

What is the frequency of the purchases you make?

Once in a year
30%

Once in 6 months
40%

Once in 2 months
20%

Once in a month
10%

What is the frequency

of the purchases you
make?
Once in year
Once in 6
month
Once in 2
months
Once in a
month

Do you purchase online?

Yes
60%

No
50%

Do you purchase
online?
Yes
No

Where would you buy these brands from?

Malls
30%

Retail Stops
20%

Own Stores
20%

Where would you buy

these brands from?
Malls
Retail Shops
Own Stores
Online

Online
30%

Do brand ambassadors influence your buying pattern ?

Yes
40%

No
60%

Do brand
ambassadors
influence your buying
pattern ?
Yes
No

Which of these brands marketing campaign do you prefer or find more appealing ?

Calvin Klein
15%
Peter England
10%

Lee

12%

Park Avenue
10%

Levis
15%

Zara
5%
Tommy Hilfiger
5%

Adidas
15%

Lacoste
10%

Others
3%

Which of these
brands
marketing
campaign do
you prefer or
find more
appealing ?

Calvin
Klein

Peter
England

Lee

Park
Avenue

Levis

Z ara

Tommy
Hilfiger

Adidas

Lacoste

Others

Which media gives you information about your brand?

TV

Newspape
r

Magazine

Poster/Ban
ners

5%

10%

5%

20%

Online
Advertisem
ents
30%

Which media gives

you information about
your brand?

TV

Newspaper

Magazine

Posters/Banners

Online
advertisements

Social
Networking

Social
Networkin
g
30%

For which of these apparel do you buy branded clothing?

Formals
40%

Casual
10%

Sports
20%

Part Wear
30%

For which of these

apparel do you buy
branded clothing?
Formals
Casual
Sports
Party wear

What is the average time that you spend looking at branded clothing ?
Less than 30 Min
40%

30 min
30%

1 hr
20%

More than 1hr

10%

What is the average

time thatyou spend
looking at branded
clothing ?

Lessthan30minute
s

30min

1hour

More than 1
hour

On what occasion do you buy branded apparel ?

Birthday
10%

Anniversary
20%

Festival
40%

On what occasion do
you buy branded
apparel ?
Birthday
Anniversary
Festival
Casually

Casually
30%

ANNEXURE
QUESTIONNAIRE
1.What is your gender
o Male
o Female
o Others
2.Which age- group do you belong to ?
o 14-20
o 21- 30
o 31-40
3.Average monthly expenditure on branded clothing?
o 500 - 1000
o 1001-3000
o 3001-5000
o Above 5001
4. Which among below are your preferred Brands?
o Calvin Klein
o Peter England
o Lee
o Park Avenue
o Levis
o Zara
o Tommy Hilfiger
o Adidas
o Lacoste
5. Any other preferred brand for Branded clothing?

6. On what basis, do you prefer these brands?

o Price
o Brand Name
o Fashion
o Product Quality
o Store environment
o Advertising Promotion
7. What is the frequency of the purchases you make?
o Once in year
o Once in 6 month

o Once in 2 months
o Once in a month
8. Do you purchase online?
o Yes
o No
9. Where would you buy these brands from?
o Malls
o Retail Shops
o Own Stores
o Online
10. Do brand ambassadors influence your buying pattern ?
o Yes
o No
11.
Which of these brands marketing campaign do you prefer or find more
appealing ?
o Calvin Klein
o Peter England
o Lee
o Park Avenue
o Levis
o Zara
o Tommy Hilfiger
o Adidas
o Lacoste
o Others
12.
o
o
o
o
o
o

Which media gives you information about your brand?

TV
Newspaper
Magazine
Posters/Banners
Online advertisements
Social Networking

o
o
o
o

For which of these apparel do you buy branded clothing?

Formals
Casual
Sports
Party wear

13.

14.

What is the average time that you spend looking at branded clothing ?
o Less than 30 minutes

o 30 min
o 1 hour
o More than 1 hour
15.
o
o
o
o

On what occasion do you buy branded apparel ?

Birthday
Anniversary
Festival
Casually

Reference

1. MS.JYOTSNA PAREEK - FACTORS INFLUENCING APPARELS CONSUMER BUYING

BEHAVIOR
2. Fernandez, P. (2009) - Impact of Branding on Gen Ys Choice of Clothing
3.