A MAJOR PROJECT

ON
EFFECT OF BRANDING ON CONSUMER
BUYING BEHAVIOR “A CASE STUDY ON
FASHION INDUSTRY”

SUBMITTED BY: MOHIT SHARMA

02696701715
(GGSIPU)
 INTRODUCTION
“Brands are like human beings. They are born, fed and nurtured, made strong and
responsible so that they can be faithful friends of the people (customers), form
mutually beneficial and satisfying relationships with them and become their
companions for life. Such brands, make their parents (organization or corporate)
proud of them. The best brands are the ones who help in forming and sustaining
strong long term “parent-brand-people” relationships. A brand is a name, term,
design, symbol, or other feature that distinguishes an organization or product from
its rivals in the eyes of the customer. Brands are used in business, marketing, and
advertising. The process involved in creating a unique name and image for a
product in the consumers' mind, mainly through advertising campaigns with a
consistent theme. Branding aims to establish a significant and differentiated
presence in the market that attracts and retains loyal customers.
Symbols
Slogans
Differentiation
User Experience
 HISTORY
• BRANDS IN THE FIELD OF MARKETING, ORIGINATED IN THE 19TH
CENTURY WITH THE ADVENT OF PACKAGED GOODS.
INDUSTRIALIZATION MOVED THE PRODUCTION OF MANY
HOUSEHOLD ITEMS, SUCH AS SOAP, FROM LOCAL COMMUNITIES
TO CENTRALIZED FACTORIES.
• WE TEND TO THINK OF BRANDING AS A MODERN DAY
PHENOMENON. CERTAINLY, DURING THE LATE 1990S AND THE
EARLY 2000S, BRANDING EMERGED AS A SIGNIFICANT AREA OF
EMPHASIS NOT ONLY FOR COMPANIES AND THEIR PRODUCTS, BUT
ALSO FOR MUNICIPALITIES, UNIVERSITIES, OTHER NON-PROFIT
ORGANIZATIONS AND EVEN INDIVIDUALS. BRANDING BECAME
UBIQUITOUS
 BRANDING IN TODAY’S
MARKETS
• A CENTRAL FUNCTION OF BRANDING IS THE FACILITATION OF THE
CONSUMER CHOICE PROCESS. DUE TO THE COMPLEXITY OF
HAVING TO SELECT A PRODUCT AMONGST THOUSANDS OF
SIMILAR OFFERINGS, CONSUMERS WILL INSTINCTIVELY ATTEMPT
TO SIMPLIFY THEIR CHOICE PROCESS BY SELECTING BRANDS
THAT HAVE SATISFIED THEM IN THE PAST. THUS, ONE CAN
CONCLUDE THAT PLEASANT PAST EXPERIENCES IS HIGHLY
CONDUCIVE TO CONSUMERS ASSOCIATING BENEFITS TO A BRAND.
• ONE MUST ACKNOWLEDGE HOWEVER, THAT FREQUENT
PURCHASING OF A BRAND CANNOT ALWAYS BE LINKED TO
PREVIOUS EXPERIENCES, BUT CAN ALTERNATIVELY BE FORMED
BY EMBEDDED PERCEPTIONS. A CONSUMER MIGHT STRONGLY
FAVOUR A BRAND WITH NO PRIOR PURCHASING EXPERIENCE.
 OBJECTIVE OF STUDY
• IMPORTANCE OF UNDERSTANDING BRANDING AND ITS IMPACT ON
MODERN DAY MARKETS IS VITAL TO THE HEALTH AND GROWTH OF MOST
INDUSTRIES. THE AIM OF THIS REPORT IS TO PUT INTO PERSPECTIVE THE
FUNCTIONAL VALUES OF BRANDING AS WELL AS ASSESS ITS ROLE IN THE
CONSUMER PURCHASE DECISION-MAKING PROCESS.
• UNDERSTANDING THE CONCEPTS OF BRANDING AND CONSUMER
BEHAVIOR.
• TO STUDY THE EFFECT OF BRANDS ON CONSUMER BUYING BEHAVIOR IN
RELATION TO READYMADE GARMENTS.
• TO ANALYZE THE BRANDING STRATEGIES ADOPTED BY SOME OF THE
COMPANIES IN THE READYMADE GARMENTS TO WOO THE CONSUMERS
INTO BUYING THEIR PRODUCTS.
• TO DO A COMPARATIVE STUDY OF THE BRANDING STRATEGIES ADOPTED
BY THE COMPANIES IN THE READYMADE GARMENTS.
 IMPORTANCE OF BRANDING

• PRINCIPLE OF BRANDING - A SET OF RELATED PRODUCTS THAT ARE

MANUFACTURED BY A COMPANY AND ARE SOLD AS A FAMILY OF
PRODUCTS UNDER THE MARQUEE OR BANNER OF A BRAND HAVE A
CERTAIN RECOGNITION AND A PLACE OF RESPECT WITHIN THAT
VERY MARKET. BRANDING THE PRODUCT THUS, IS A MEANS OF
CREATION OF IDENTIFICATION AND RECOGNITION IN THE MARKET. IT
IS NOT JUST A PROCESS OF GETTING A TRADEMARK AND LOGO, BUT
IT IS PROCESS OF EVOLVING AS A WELL REPUTED NAME ON THE
MARKET AND FIELD. A VERY WELL KNOWN BRAND THAT HAS BECOME
THE IDENTITY OF THE MARKET ITSELF IS THE OFFICE EQUIPMENT
MANUFACTURER 'XEROX'. THOUGH IT IS A COMPANY'S NAME, THE
ACT OF PHOTOCOPYING IS TERMED AS 'XEROXING'.
 INDUSTRY PROFILE
• FASHION IS A DYNAMIC GLOBAL INDUSTRY THAT PLAYS AN IMPORTANT ROLE
IN THE ECONOMIC, POLITICAL, CULTURAL, AND SOCIAL LIVES OF AN
INTERNATIONAL AUDIENCE. IT SPANS HIGH ART AND POPULAR CULTURE, AND
PLAYS A SIGNIFICANT ROLE IN MATERIAL AND VISUAL CULTURE.

• FASHION INDUSTRY, MULTIBILLION-DOLLAR GLOBAL ENTERPRISE DEVOTED

TO THE BUSINESS OF MAKING AND SELLING CLOTHES. SOMETIMES THE
BROADER TERM “FASHION INDUSTRIES” IS USED TO REFER TO MYRIAD
INDUSTRIES AND SERVICES THAT EMPLOY MILLIONS OF PEOPLE
INTERNATIONALLY.

• THE FASHION INDUSTRY IS A PRODUCT OF THE MODERN AGE.

• THE FASHION INDUSTRY CONSISTS OF FOUR LEVELS: THE PRODUCTION OF

RAW MATERIALS, PRINCIPALLY FIBRES AND TEXTILES BUT ALSO LEATHER
AND FUR; THE PRODUCTION OF FASHION GOODS BY DESIGNERS,
MANUFACTURERS, CONTRACTORS, AND OTHERS; RETAIL SALES; AND
VARIOUS FORMS OF ADVERTISING AND PROMOTION.
FACTORS AFFECTING CONSUMER BUYING
BEHAVIOR
1.Social Factors
Social factors refer to forces that other people exert and which affect consumers’ purchase
behavior. These social factors can include culture and subculture, roles and family, social class
and reference groups.

2.Psychological Factors
These are internal to an individual and generate forces within that influence her/his
purchase behavior. The major forces include motives, perception, learning, attitude and
personality.

3.Personal Factors
These include those aspects that are unique to a person and influence purchase behavior.
These factors include demographic factors, lifestyle, and situational factors.
 RESEARCH METHODOLOGY

In order to understand the methodology used to compile this Project, in

order to clarify how an effective methodological philosophy can to
contribute the successful production of a un-bias and critically Project,
as well as comprehend the process underwent to reach the pertinent
conclusion.
This also serves the purpose of justifying and authenticating the
research procedures employed in order meet the set objectives and
answers the main research question of this Project.
 RESEARCH APPROACH
Secondary Data
Secondary research is defined as an analysis and interpretation of primary research.
The method of writing secondary research is to collect primary research that is
relevant to a writing topic and interpret what the primary research found. For instance,
secondary research often takes the form of the results from two or more primary
research articles and explains what the two separate findings are telling us. Or, the
author may have a specific topic to write about and will find many pieces of primary
research and use them as information in their next article or textbook chapter.

 Study Reports from Internet

 Desk Research under the guidance of my guide

 Primary Data
Primary research is defined as factual, firsthand accounts of the study written by
a person who was part of the study. The methods vary on how researchers run an
experiment or study, but it typically follows the scientific method. One way you
can think of primary research is that it is typically original research.

 Consumer Survey on the effect of brands on their buying behavior

 Personal Interview has been taken in different areas of Delhi\NCR

Data Collection Tools

 Questionnaire Survey

 Books

 Internet
 SUMMARY AND CONCLUSION
Readymade garment is really becoming big business. The domestic market too
presents immense opportunities with consumer spending on the rise and organized
retailing growing. Some players such as Raymond and Zodiac Clothing have
chosen to be aggressive in both markets. Even as they plan to improve their retail
presence over the next three years, both are expanding their manufacturing
facilities in Bangalore to cater to the expected rise in international demand.
Interestingly, major export players such as Ambattur Clothing (Color Plus) and
Acme Clothing (Provogue) have, in the past, placed their bet on the domestic
market . These companies quickly managed to give bigger players a run for their
money. But, as Color Plus discovered, further growth could come only from a wider
distribution network, which needs deep pockets. Raymond stepped in and acquired
the brand.
A boost to the industry would come from allowing foreign direct investment in
retailing, which would increase space considerably and also bring international
practices to India. This may also encourage newer entrants, once the distribution
costs decline. A boost to the industry would come from allowing foreign direct
investment in retailing, which would increase space considerably and also bring
international practices to India. This may also encourage newer entrants, once the
distribution costs decline.
 Limitations
 This project is limited due to time constraint as it involves a lot of
complex variables which require a detailed study over a period of
time.

 The project did not cover the effect of branding on a very large
scale. Only a small population was studied, which may not be
enough to show correct picture.

 The consumers were very reluctant to answer the question and the
response may be biased.
 RECOMMENDATIONS
RURAL MARKET
 UNDERSTANDING ROLE OF CHILDREN
DISTRIBUTION.
PACKAGING.
CUSTOMER SERVICE CHALLENGE.
ADAPTATION TO NEWER ENVIRONMENT
CREATIVITY AND INNOVATION IN OVERALL MARKETING
PROGRAMMES
 BIBLOGRAPHY
 CONSONSUMER BEHAVIOR, 6TH EDITION, BY HAWKINS,
BEST AD CONEY.
 BRAND EQUITY (ECONOMIC TIMES)
 WWW.LEVIS.COM
 WWW.PETERENGLAND.COM
 WWW.RAYMONDS.COM
 WWW.EXCALIBURE.COM