Consumer Perception and Brand Preference For Premium Branded

CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS

A DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF MBA DEGREE OF BANGALORE UNIVERSITY. SUBMITTED BY VIKRANT JAGANNATH Reg. No 04XQCM6118
UNDER THE GUIDANCE OF
PROFESSOR JAI RAJ NAIR
M. P. BIRLA INSTITUTE OF MANAGEMENT (ASSOCIATE BHARATIYA VIDYA BHAVAN) BANGALORE 560001
DECLARATION
I hereby declare that the research work embodied in this dissertation entitled
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS has been carried out by me under the guidance and supervision of Professor Jai
Raj Nair, M.P.B.I.M., Bangalore.
I also declare that this dissertation has not been submitted to any University or Institution for the award of any Degree or Diploma.
Place: Bangalore Date: 2nd June 2006 VIKRANT JAGANNATH (O4XQCM6118)
CERTIFICATE
I hereby certify that the research work embodied in the dissertation entitled CONSUMER
PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS has
been undertaken and completed by Vikrant Jagannath under my guidance and supervision.
I also certify that he has fulfilled all the requirements under the covenant governing the submission of dissertation to the Bangalore University for the award of MBA degree.
Place: Bangalore Date : 2 June 2006

nd
(Prof. Jai Raj Nair)
CERTIFICATE
I hereby certify that this dissertation is an offshoot of the research work undertaken and completed by VIKRANT JAGANNATH under the guidance of, Professor Jai Raj Nair M.P.B.I.M. Bangalore.
. Place: Bangalore Date : 2nd June 2006 (Dr. N. S. Malavalli) Principal, MPBIM
ACKNOWLEDGEMENTS
I am happy to express my gratitude to Dr. N. S. Malavalli, (Principal, M. P. Birla Institute of Management), for their encouragement, guidance and many valuable ideas imparted to me for my project.
I extend my sincere thanks to Professor Jai Raj Nair MPBIM, Bangalore for providing me all the information required and the guidance throughout the project without which this project would not have been possible.
I would also like to sincerely thank all my lecturers and my friends for their help in completing my project successfully.
(VIKRANT JAGANNATH) Reg No. 04XQCM6105
EXECUTIVE SUMMARY
Consumer awareness of styling issues and the convenience afforded by the ready to wear helped the readymade garment industry make small inroads into the domestic market in 1980s. The total sales of clothing wears this fiscal which would turn out to be about 30% of the total readymade market. The branded wear market has shown a substantial growth about 20% every year in recent times and is expected to contribute more than Rs90 billion
The research was conducted on the consumers of premium branded ready made formal shirts in the city of Bangalore. The research due to the constraints of place, Time and Financial and other resources was restricted to Bangalore City alone. The research is aimed at understanding the following aspects related to Consumer Perception and Brand Preference For Premium Branded Readymade Formal Shirts.
This project deals with the customers personal aspects like occupation sex age group . It also deals with the customers personality like the newspapers magazines and various factors that influence him while making a purchase of a formal shirt. It includes comparison of six brands namely Van Heuisen, Louis Phillipe, Arrow, Allen Solly,
Zodiac and Park Avenue. The methodology followed is questionnaire method with a total sample size of 50 respondents, The data is tabulated and graphically represented through histograms, pie-charts, line graphs etc.
Findings and recommendations are listed at the end of this project.
FUTURE SCENARIO OF INDIAN TEXTILE INDUSTRY
The agreement on textiles and clothing would cease to exist from DEC. 31 2004 and textiles would be integrated into the WTO. This will change the contours of the global textile trade as the key markets would be up for grabs for those supplying countries that have the competitive advantage. The textile manufactures worldwide are gearing up to face the post-2004 challenges. The Indian textile and clothing industry, undoubtedly a global textile powerhouse hither to constrain by the quotas, is expected to emerge stronger. It is expected by 2010, the Indian textile and apparel industry can achieve a potential size of $ 85 billion from the current size of $ 36 billion. With a projected increase in per capita consumption from 19 meters to 32 meters, the domestic market potential would be $45 billion. On the domestic front, the fast growing economy and even faster growing middle class with higher disposable income have the potential to drive per capita consumption level increases and stimulate an 8% volume growth and an 9% value growth. Nearly 60% of the exports would comprise garments. Over 35%of Indias exports would be from textiles. Over 12 million new jobs would be created- 5 million jobs through direct employment in textile industry and another 7 million jobs in allied sectors.
India has all the key ingredients required to take advantage of the emerging opportunity. In segments like cotton textiles, Indias position is much stronger. The centre has initiated technology mission on cotton to improve productivity, Quality of cotton and to reduce cost of cultivation to make cotton cultivation remunerative to farmers.
A well-defined strategy will enable the textile industry to shift focus to value added products. The greatest value addition in the textile value chain is generated in the apparel segment. Apparel would therefore need to be the main thrust segment. The focus on value addition will also automatically ensure development and growth of upstream segments of the textile value chain. Processing is the weakest links in the entire textile value chain though it is a critical segment that determines the quality of the fabric or apparel.
The government should create an enabling environment conductive to attracting large investments. It should focus and removing the system anomalies, develop infrastructure capabilities, develop port
infrastructure to handle large containerized vessels and continue to pursue reforms in the power sector at a faster pace to enable textile industry to get quality power at competitive tariffs visa vise competing countries like China and PakistanEtc.
In India, power cost is as high as 15% for spinning mills where as in neighboring competing countries it is around 7%. Unless government takes immediate measures to improve on this fronts textiles will suffer badly in years to come. The expansions are happening in keeping with the new projects coming up in weaving and processing. The spring
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spinning capacity is likely to go up at least 1.3 to 1.4 millions spindies by next year.
The cotton-spinning sector is also moving into value added yarns mercedised yarns, compact yarns, dyed yarns. The production of the value added yarns will go up to 50% of the total yarn production in the coming three to four years.
There is no doubt that the textile industry is going to be a sunrise industry in post MFA (Multi Fibre Agreement) era.
THE READY-TO-WEAR REVOLUTION
Traditionally, Indians prefer custom made clothing and the concept of readymade is relatively recent one. the customized tailoring units were localized to the township or city that they were located in and catered exclusively to the domestic demand. Consumer awareness of styling issues and the convenience afforded by the ready to wear helped the readymade garment industry make small inroads into the domestic market in 1980s. A growing share of younger consumerism the spending population, who are most open to converting to ready to wear, fueled the growth of the readymade garment industry in subsequent years. Increasing exposure to various media also provided an impetus in terms of greater access to fashion trends from outside the country.
At the manufacturing end, improvements in the availability and quality of fabrics for apparel assisted in catering to the growing demand.
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THE BRANDED WEAR MARKET
The total sales of clothing wears this fiscal which would turn out to be about 30% of the total readymade market. The branded wear market has shown a substantial growth about 20% every year in recent times and is expected to contribute more than Rs90 billion
TRENDS IN THE READY TO WEAR MARKET
The overall mens wear market is growing at 6% in the premium segment. Total mens wear consumption in 2003-2004 is likely to be around 1405 million pieces of which 845 million (61%) will be ready-mades and 551 million (39%) will be tailor-made.
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INTRODUCTION TO MARKETING CONCEPT

Marketing is a comprehensive term and it includes all resources and a set of activities necessary to direct and facilitate the flow of goods and services from the producer to the consumer in the process of distribution. Therefore marketing as a functional area of management is becoming increasingly important as compared to other fields. In management, all decisions in modern business organization revolve around the marketing information. In modern business organization finance, personnel, production and R&D might be the door to success but marketing is the key with turns the lock. Consider any business decision, we find the critical input needed for this purpose in the marketing information. This information can be collected and utilized using marketing research techniques.
MEANING AND DEFINITION OF MARKETING RESEARCH

The term marketing research is a systematic gathering, recording and analyzing of data about problems connected with the market place i.e., problems relating to the product, price, promotion and physical distribution of the marketing mix. Philip Kotler the marketing guru defines marketing research as Marketing research is a systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situations facing the company.
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OBJECTIVES OF MARKETING RESEARCH

Marketing research is used in the formulation of all marketing plans, policies, programs and procedures. It is employed for evaluation of these plans, policies...Etc when they are brought into practice. It is used in reducing and minimizing all marketing costs, particularly selling, advertising, promotion and distribution costs. Programs of marketing research incidentally provide insurance cover for the survival and growth of the business in a dynamic economy. Marketing management through research can bring about the sale of the right product, through right channels to the right customers at the right places, at the right prices by evolving right plans, polices, and programs with the help of the right personnel. The main objective of marketing research is to enable the manufacturers to make goods acceptable and saleable and to see that they reach the market more easily, quickly, cheaply and profitable with out sacrificing the consumer interest.
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MARKETING RESEARCH PROCESS

EFFECTIVE MARKETING RESEARCH INVOLVES FIVE STEPS:
Defining the problem and research objectives. Developing the research plan. Collecting the information. Analyzing the information. Presenting the findings.
MANAGEMENTS USE OF MARKET RESEARCH
Inspite of the rapid growth of marketing research, many companies still fail to use it efficiently.
Several factors that stand in the way of its greater utilization are:
A narrow conception of marketing research. Uneven caliber of market research. Late and occasional erroneous findings by marketing research. Intellectual differences.
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A BRIEF INTRODUCTION
Madura Garments established in 1988 as a part of Coats Viyella's (U.K) garment division.
In December 1999, Indian Rayon and Industries Ltd. an Aditya Birla group company acquired Madura Garments.
Madura Garments is one of the fastest growing branded apparel companies with a turnover of Rs. 395 crore at a blistering growth rate of over 30% per annum.
Madura Garments is the undisputed leader in high quality readymade Menswear industry in South Asia.
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The chronological developments listed below weave its success story 1989: Louis Philippe launched - The first national up market men's shirt.
1990: Launch Of Van Heusen - It was positioned as international corporate wear.
1993: Allen Solly Launched - Introduced the Friday Dressing concept.
1996: Launch Of Peter England - Became the largest selling shirt brand in South Asia.
1998: San Frisco Launched -Launched as the Great Trousers that last.
2000: Trouser Town - The Retail Concept store was launched as the "Readymade Trouser Expert." 2000: Elements, casuals from the House of Peter England was launched.
2001: Planet Fashions launched -Mega store for Menswear - housing all Madura brands.
MISSION
To continuously enhance leadership position in the branded ready-made apparel market by marketing brands that continuously provides the Best Value to consumers in terms of fashion, design, quality, availability & image.
To continue to be South Asia's leading clothing company by sustaining world-class standards of quality, customer service and design.
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VALUES
Competitive Ability Quality Service & Value Taking Advantage of Change Committed People Clear Objectives Simple Organization Openness Responsibility/Empowerment
Premium brands under MADURA GARMENTS
Louis Philippe Van Heusen Allen Solly
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Madura Garments was the first to launch an International menswear brand label in South Asia when it launched Louis Philippe in 1989. Louis Philippe has the distinction of being the first to introduce in India, a super premium segment in the readymade shirt industry.
Louis Philippe's range of superbly crafted garments makes an exclusive fashion statement that is accepted as the Ultimate Status Symbol, recognized by the unique identifier, "The Upper Crest".
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Van Heusen was introduced in 1990, a brand targeted at Corporate Executives. Very soon, it became the preferred corporate wear, redefining corporate attire through constant product innovations and collections.
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The Allen Solly brand has been in existence since 1744 and is currently a trademark of William Hollins & Co. Ltd., England. Through association with Friday Dressing in India, this International brand is today the symbol of a genre that has rescued business dressing from a dip in corporate starch. For the soul that questions corporate formality, the brand provides a well-dressed way out.
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A BRIEF HISTORY
Incorporated in 1925, the Raymond Group is a Rs1400 crore plus conglomerate having businesses in Textiles, Readymade Garments, Engineering Files & Tools, Prophylactics and Toiletries. The group is the leader in textiles, apparel, & files & tools in India and enjoys a pronounced position in the international market. Raymond believes in Excellence, Quality and Leadership. Raymond Apparel Ltd. has three highly regarded menswear brands in its folio: Park Avenue, Parx & Manzoni.
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The most respected brand in the formal menswear category in India. A trendsetter ever since its launch, Park Avenue's innovations in design, styling, colours and fashion has always been the benchmark for other brands. Park Avenue is the only brand that provides complete wardrobe solutions for men. With its unique collection of suits, jackets and trousers, Park Avenue has successfully addressed the needs of the corporate czar. The Park Avenue product portfolio includes: Shirts
Trousers
Suits
Jackets
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Park Avenue shirts cover the widest spectrum of colours, fabrics and designs made in 100% cotton as well as cotton blends. Park Avenue shirts comes in a range of solid shades in plain and twill weaves as well as checks and stripes in white- and colour-based designs. Classically designed shirts with regular collar, button down collar and cutaway collar options complete this very exquisite range. Sub-brand Park Avenue Platinum occupies the top position in upper-crust clothing. These are 100% cotton shirts in contemporary designs available in the latest and trendiest international pattern and styles.
New collections under Park Avenue

The Classic Dress Shirt Fine Tech Shirts Evening Wear shirts Leisurewear shirts 100% wrinkle free shirts
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A BRIEF HISTORY
The company started business with export of readymade garments to Europe in the early '60s, which included mainly ties and shirts. For many decades, Zodiac has been synonymous with ties. The business of ties is a high fashion business and Zodiac has taken this to new highs in India and across the globe. In fact, one can say that in India Zodiac is generically associated with ties. Following Zodiac's huge success with ties, the company entered the arena of men's accessories with Cuff links, Belts, Wallets and Handkerchiefs. In 1973, Zodiac had a stand-alone exclusive shirt shop in Hotel Taj in Mumbai. The company then entered the domestic shirt segment in late '80s. Shirts and ties being the main areas of focus. In addition to the above products, Zodiac has today added quality trousers in its arsenal and with their new brand ZOD! Have opened up a whole new segment in the country- "Club wear".
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ZODIAC SHIRTS
Zodiac is one of the largest shirt companies in the world and sells quality shirts to the best stores across the globe. Zodiac has been a quality manufacturer of fashion garments for the last 47 years and is considered to be one of the finest quality shirt makers. All shirts are made from the finest fabrics sourced worldwide to give quality, value for money products. Zodiac shirts offer quality at affordable prices ranging from Rs545 to Rs2,200. Zodiac has also being awarded the Most Admired Neckwear Brand Award of the year at the prestigious 'Images Fashion Awards 2000'. Zodiac, is today, the largest selling shirts & tie brand at Shopper's Stop according to Brand Equity (The Economic Times)
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A BRIEF HISTORY
The Arvind Mills Limited is the flagship company of Rs.20 billion (US$ 550 million) of the Lalbhai Group. The Lalbhai Group, founded by three Lalbhai brothers-Kasturbhai, Narottambhai and Chimanbhai in 1908, has grown to become one of India's most diversified business houses, with a significant presence in the textiles, ready-to-wear, agrochemicals and telecom industries in India. Each company in the group, in its own way, pursues a single mission- to be the benchmark in its' industry. To achieve this, they have tied-up with a variety of companies...all world leaders in their respective fields. Renovision and Technology have brought them to where they are today-one of the top ten manufacturers of Denim in the world, on their way to becoming global textile conglomerate.
BRAND UNDER ARVIND MILLS
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A BRIEF INTRODUCTION
With a heritage spanning over 150 years, Arrow - the premium mens wear brand has come to be recognised as the leader in mens fashion. Having conquered the American market, The Arrow Company, a division of Cluett Peabody & Co. Inc., USA entered India in 1993. Since then, the brand has gained immense popularity in India and is the most sought after premium shirt for the savvy, fashion conscious Indian men.
Arrow, brought to India by Arvind Brands, has been the voice of authority in formal dressing that understands the wardrobe requirements of its discerning male customers.
Arrows offerings are aimed at working executives who believe in power dressing. The target customer for Arrow customers is an achiever in his respective field and wants only the best, be it a pen or the vehicle he drives.
The brand has constantly worked on its product range and brought out collections that become synonymous with elegance and class. The Arrow wardrobe is available in four ranges: Americas Classic, Americas Premium, Americas Sport and Urban from Arrow.
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ARROW WARDROBE
Premium- This range has garments that are made with 100% 2-ply cotton and undergoes ETI treatment for a wrinkle-free effect. 2-ply yarn is more durable, stronger and lasts longer. This means the shirt lasts longer and looks better. This label includes international designs, a muted colour palette, twotone fabrics and stylish collars. Classic- Arrow believes that cotton is the best fabric against ones skin as it is soft, breathable and 100% natural. As a result, Arrow has taken a policy decision that even the Classic range will offer the consumer only 100% cotton. Sportswear- This range is made of 100% cotton in sporty finishes, indigo knits, soft washes, fine fabrics and a sophisticated palette. Americas Sport range offers a series of khakis, indigos and peached fabrics. The range is supported by peached tussore trousers with fashionable styling. The range includes shirts, trousers, knits and jackets. Urban- Arrows urban collection is created for the man with an innate sense of style and fashion. The collection is meant to be worn at social gatherings. It uses a cotton lycra blend and the shirts are tapered with a narrow fit and an international collar. Arrow offers wardrobe solutions and not just shirts. Through its various collections it caters to the different moments in a mans life office wear, After-office wear, weekends and social events.
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DESIGN OF THE STUDY The second chapter is focused on details about how the research was conducted with information on the following aspects.
Scope of the research Statement of the problem Objectives of the research Design of the research
SCOPE OF THE RESEARCH
The research was conducted on the consumers of premium branded ready made formal shirts in the city of Bangalore. The research due to the constraints of place, Time and Financial and other resources was restricted to Bangalore City alone. The research is aimed at understanding the following aspects related to Consumer Perception and Brand Preference For Premium Branded Readymade Formal Shirts.
Impression of Branding Brand awareness Brand Loyalty Influencing Factors In Purchase decisions Advertisement effectiveness
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STATEMENT OF THE PROBLEM
The corporate community of todays world has come to realize the power of branding and tapping changing consumer perception as a tool for substantial Competitive advantage over other similar companies operating in the industry and the most comprehensive concept of branding is building the companies as Brands. But in the case of ready-to-wear garments industry, Branding always has and will plan an key role and thus the research tries to confirm to the statement. This is the reason why the research is trying to answer the question, Whether branding plays a vital role in purchase of premium branded readymade formal shirts? Whether companies are providing the product with changing consumer perception and needs?
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OBJECTIVES OF THE RESEARCH
To study the consumer perceptions towards premium branded readymade formal shirts. Brand awareness. Impact of brand image. The factors influencing the purchase behaviour. The satisfaction levels of consumer of premium branded readymade shirts. To measure the impression of advertisement. To know expectations of consumers from premium brands.
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DESIGN OF THE RESEARCH The research was designed to achieve the above mentioned objectives and the following tools were used to collect the required data. Sampling method sampling frame Sample Size Data collection Methods
SAMPLING METHOD A sample is considered during a research when the size of the population is very large and a set is chosen to represent the whole population, this set is called a sample is a representative of the population under study. Similarly, a sample was chosen for the research and was chosen by a simple random sampling.
SAMPLING FRAME
The sample frame represents the groups of respondents that were contacted during the survey it also represents the profession of the respondents that were connected for data.
SAMPLE SIZE
The total sample size for the data collection for the research was 50 respondents.
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Data Collection Methods:
The sources of data collection are:
1. Primary Data:
Primary Data is the first hand information collected during the research. These are the original observations collected from the targeted segment of different methods.
The Primary Data is collected through structured questionnaires and Direct Interview.
2. Secondary Data:
The Secondary Data is collected through the materials given by the organization, books, journals, Business magazines and Internet.
Tools for Data Collection:

Structured Questionnaires were the tools for data collection. The Questionnaire was neatly designed and constructed for the purpose inline with the objective of the study.
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Table No.1 Table indicating the number of respondents with respect to their age group.
Age Group (years) 18-25 25-35 35-45 > 45 Total 30 13 03 04 50 60 26 06 08 100
No. of Respondents
Percentage (%)
Graph No.1 Graph indicating the number of respondents with respect to their age group.
No. of Respondents
4 18-25 Years 25-35 Years
13
35-45 Years 30 >45 Years
Inference:
It can be inferred from the table and graph that 30 (60%) respondents are in the age group of 18-25 years, 13 (26%) respondents are in the age group of 25-35 years, 3 (6%) respondents are in the age group of 35-45 years, 4 (8%) respondents are in the age group of above 45 years.
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Table No.2 Table indicating the gender of the respondents.
Gender Male Female Total 45 05 50 90 10 100
No. of Respondents
Percentage (%)
Graph No. 2 Graph indicating the Gender of the respondents.
No of respondents
5 Male Female 45
Inference:
It can be inferred from the table and graph that 45 (90%) of respondents are Male and 5 (10%) respondents are Female.
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Table No.3 Table indicating the number of respondents with respect to their educational qualification.
Educational Qualification S SL C PUC Under Graduate Graduate Post Graduate Total 00 00 17 25 08 50 00 00 34 50 16 100
No. of Respondents
Percentage (%)
Graph No.3 Graph indicating the number of respondents with respect to their educational qualification.
No of respondents
Post Graduate
8 25 SSLC PUC UG Graduate Post Graduate 10 20 30 40 50
Under Graduate 0 SSLC 0 0
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Inference:
It can be inferred from the table and graph the educational qualification of the respondents. 17 (34%) respondents are Under-Graduates, 25 (50%) respondents are Graduates, 8 (16%) respondents are Post Graduates.
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Table No.4 Table indicating the number of respondents with respect to their Occupation.
Occupation Self Employed Salaried Student Others Total 10 17 13 10 50 20 34 26 20 100
No. of Respondents
Percentage (%)
Graph No.4 Graph indicating the number of respondents with respect to their occupation.
No of respondents
10
10 Self Em ployed Salaried Student
13
17
Others
Inference:
It can be inferred from the table and graph with reference to their occupation. 10 (20%) respondents are Self-Employed, 17 (34%) respondents are salaried, 13 (26%) respondents are Students and 10 (20%) respondents are in other occupation.
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Table No.5 Table indicating the number of respondents with respect to their Annual income.
Annual income (Rs) < Rs50,000 Rs50,000-1,00,000 Rs1,00,000-3,00,000 >Rs3,00,000 Total 11 14 09 16 50 22 28 18 32 100
No. of Respondents
Percentage (%)
Graph No.5 Graph indicating the number of respondents with respect to their Annual income.
No. of Respondents
22% 32% <Rs 50,000 Rs 50,000-1,00,000 Rs 1,00,000-3,00,000 18% 28% >Rs 3,00,000
Inference:
It can be inferred from the table and graph with reference to their Annual Income, 11 (22%) respondents Income is Below Rs50,000 14 (28%) respondents income is between Rs50,000-1,00,000, 9 (18%) respondents income is Rs1,00,000-2,00,000, 16 (32%) respondents income is above Rs3,00,000.
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Table No.6 Table indicating the different News Paper read by the respondents.
News Paper Times Of India Deccan Herald Vijay Times Economic Times Others 39 21 19 13 16 78 42 38 26 32
No. of Respondents
Percentage (%)
Graph No. 6 Graph indicating the different News Paper read by the respondents.
No. of respondents
50 45 40 39 35 30 25 20 15 10 5 0
Times Of India Deccan Herald 21 Vijay Times 19 13 16 Economic Times Others
Inference:
It can be inferred from the table and graph that, 39 (78%) respondents read Times Of India, 21 (42%) respondents read Deccan Herald, 19 (38%) read Vijay Times, 13 (26%) read Economic Times and 16 (32%) respondents read other News papers like Indian Express, Business Timesetc.
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Table No.7 Table indicating the different Magazines read by the respondents.
Magazines Business Today Business World India Today Sports Star Others 28 22 39 13 16 56 44 78 26 32
No. of Respondents
Percentage (%)
Graph No. 7 Graph indicating the different Magazines read by the respondents.
No. of respondents
50 45 40 35 30 28 25 20 15 10 5 0
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Business today Business World India Today 13 16 Sports Star Others
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Inference:
It can be inferred from the table and graph that, 28 (56%) respondents read Business Today, 22 (44%) read Business World, 39 (78%) read India Today, 13 (26%) respondents read Sports Star and 16 (32%) read other Magazines such as Inside Cricketetc.
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Table No.8 Table indicating the number of respondents with reference to the awareness of Premium Branded Formal Shirts.
Premium Brands Van Heusen Louis Philippe Park Avenue Allen Solly Zodiac Arrow Others No. of Respondents 24 36 26 31 20 23 12 Percentage (%) 48 72 52 62 40 46 24
Graph No. 8 Graph indicating the number of respondents with reference to the awareness of Premium Branded Formal Shirts.
No. of respondents
50 45 40 35 30 25 24 20 15 10 5 0 Van Heusen Louis Phillipe 36 31 26 20 23 12 Park Avenue Allen Solly Zodiac Arrow Others
Inference:
It can be inferred from the table and graph that, 24 (48%) respondents are aware of Van Heusen, 36(72%) respondents are aware of Louis Philippe, 26 (52%) are aware of Park Avenue, 31 (62%) respondents are aware of Allen Solly, 20 (40%) respondents are aware of Zodiac, 23 (46%) respondents are aware of Arrow and 12 (24%) respondents are aware of other brands like John Players, Dockers, Indigo Nationetc.
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Table No.9 Table indicating the number of respondents with reference to the awareness of Premium Branded Formal Shirts through different media .
Media TV News Paper Magazines Hoardings Friends/Relatives Retail Outlet 36 32 22 14 23 12 72 64 44 28 46 24
No. of Respondents
Percentage (%)
Graph No. 9 Graph indicating the number of respondents with reference to the awareness of Premium Branded Formal Shirts through different media.
No. of respondents
50 45 40 35 36 30 25 20 15 10 5 0
TV 32 22 14 23 12 News Paper Magazines Hoardings Friends/Relatives Retail Outlet
Inference:
It can be inferred from the table and graph that, 36 (72%) respondents came to know the brands through TV, 32 (64%) respondents through News Papers, 22 (44%) respondents through Magazines, 14 (28%) respondents through Hoarding, 23 (46%) respondents through word of mouth [Friends/Relatives] and 12 (24%) respondents through retail Outlets.
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Table No.10 Table indicating the number of respondents with reference to the media impressed them to purchase Premium Branded Formal Shirt.
Media TV News Paper Magazines Hoardings Others Total 12 08 11 07 12 50 24 16 22 14 24 100
No. of Respondents
Percentage (%)
Graph No. 10 Graph indicating the number of respondents with reference to the media impressed them to purchase Premium Branded Formal Shirt.
No. of respondents
24
24
TV News Paper Magazines
14 22
16
Hoardings Others
Inference:
It can be inferred from the table and graph that, 12 (24%) respondents are impressed through TV ads. 8 (16%) respondents through News Papers, 11 (22%) respondents through Magazines, 7 (14%) respondents through Hoardings and 12 (24%) respondents are impressed by others like word of mouth. Etc.
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Table No.11 Table indicating the number of respondents with reference to the advertisement recalled by them of various brands.
Premium Brands Van Heusen Louis Philippe Park Avenue Allen Solly Zodiac Arrow Others
No. of Respondents 12 28 22 16 14 26 08
Percentage (%) 48 72 52 62 40 46 24
Graph No. 11 Graph indicating the number of respondents with reference to the advertisement recalled by them of various brands.
No. of respondents
50 45 40 35 30 25 20 15 10 12 5 0 Van Heusen Louis Phillipe 28 22 16 14 8 Park Avenue 26 Allen Solly Zodiac Arrow Others
Inference:
It can be inferred from the table and graph that, 12 (24%) respondents recall the ads. of Van Heusen, 28 (56%) respondents of Louis Philippe, 22 (44%) respondents of Park Avenue, 16 (32%) respondents of Allen Solly, 14 (28%) respondents of Zodiac, 26 (52%) respondents of Arrow and 8 (16%) respondents recall the Ads. Of other brands like John Players, Indigo Nation etc.
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Table No.12 Table indicating the number of respondents with reference to the appeal of advertisement of various brands.
Appeal Brand Name Style Durability Comfort Others Total 21 06 08 12 03 50 42 12 16 24 06 100 No. of Respondents Percentage (%)
Graph No. 12 Graph indicating the number of respondents with reference to the appeal of advertisement of various brands.
No. of respondents
3 Brand Name 12 21 Style Durability Comfortness 8 6 Others
Inference:
It can be inferred from the table and graph that, 21 (42%) respondents feel the ads. are appealing to Brand Name, 6 (12%) of respondents as Style, 8 (16%) of respondents as Durability, 12 (24%) of respondents as Comfort, 3 (6%) of respondents as others.
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Table No.13 Table indicating the number of respondents with reference to the extent of ads. played role in purchase of Premium Branded Formal Shirts.
Extent High Medium Low Total 22 24 04 50 44 48 08 100
No. of Respondents
Percentage (%)
Graph No. 13
Graph indicating the number of respondents with reference to the extent of ads. played role in purchase of Premium Branded Formal Shirts.
No. of respondents
8 High Medium 48 Low
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Inference:
It can be inferred from the table and graph that advertisement had played a high role in purchase for 22 (44%) respondents, Medium role for 24 (48%) respondents and less role for 4 (8%) respondents.
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Table No.14 Table indicating the number of respondents with reference to the Brands they purchased.
Premium Brands Van Heusen Louis Philippe Park Avenue Allen Solly Zodiac Arrow Others 12 14 06 13 08 16 14 24 28 12 26 16 32 28 No. of Respondents Percentage (%)
Graph No. 14
Graph indicating the number of respondents with reference to the Brands they purchased.
No. of respondents
50 45 40 35 30 25 20 15 10 12 5 0 Van Heusen Louis Phillipe Park Avenue Allen Solly 14 6 13 8 16 14 Zodiac Arrow Others
Inference:
It can be inferred from the table and graph that 12 (24%) respondents purchased Van Heusen.14 (28%) purchased Louis Philippe. 6 (12%) respondents had purchased Park Avenue. 13 (26%) respondents purchased Allen Solly.8 (16%) respondents purchased Zodiac. 16 (32%) respondents purchased Arrow. 14 (28%) respondents purchased other brands.
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Table No.15 Table indicating the number of respondents with reference to the factors influenced them while purchasing of Premium Branded Shirts.
Factors Brand Name Price Quality Style Colour Others 34 22 42 18 16 08 68 44 84 36 32 16 No. of Respondents Percentage (%)
Graph No. 15
Graph indicating the number of respondents with reference to the factors influenced them while purchasing of Premium Branded Shirts.
No. of respondents
50 45 40 35 34 30 25 20 15 10 5 0
42
Brand Name Price Quality
22
18
16 8
Style Colour Others
Inference:
It can be inferred from the table and graph that factors influenced respondents while purchasing. 34 (68%) respondents influenced by Brand Name. 22 (44%) respondents influenced by Price. 42 (84%) respondents influenced by Quality. 18 (36%) respondents are influenced by Style. 6 (12%) respondents are influenced by Colours and 8 (16%) respondents are influenced by other factors.
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Table No.16 Table indicating the number of respondents with reference to what made them to think the particular shirt belongs to Premium class.
Factors Brand Quality Durability Price Total 19 16 07 08 50 38 32 14 16 100
No. of Respondents
Percentage (%)
Graph No. 16 Graph indicating the number of respondents with reference to what made them to think the particular shirt belongs to Premium class.
No. of respondents
16 14 38
Brand Quality Durability Price
32
Inference:
It can be inferred from the table and graph with reference to respondents opinion. 19 (38%) respondents feel that particular shirt belong to premium class due to Brand Name. 16 (32%) respondents due to Quality. 7(14%) respondents due to Durability. 8 (16%) respondents feel the particular shirt is premium due to Price.
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Table No.17 Table indicating the number of respondents with reference to where they made the purchase of Premium Branded Formal Shirts.
Purchased Place Companys Outlet Reputed Retail Shop Others Total 22 24 04 50 44 48 08 100
No. of Respondents
Percentage (%)
Graph No. 17 Graph indicating the number of respondents with reference to where they made the purchase of Premium Branded Formal Shirts.
No. of respondents
4 22 24
Company's Outlet Reputed Retail Shop Others
Inference:
It can be inferred from the table and graph that, 22 (44%) respondents purchased through Companys Outlet. 24 (48%) respondents purchased through Reputed retail shop and 4 (8%) respondents purchased through others.
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Table No.18 Table indicating the number of respondents with reference to use of Premium Branded Formal Shirts.
Use Daily to Office Occasionally for parties Others Total 18 22 10 50 36 44 20 100
No. of Respondents
Percentage (%)
Graph No. 18 Graph indicating the number of respondents with reference to use of Premium Branded Formal Shirts.
No. of respondents
10 18
Daily for Office Occasionaly for Parties Other Occasions
22
Inference:
It can be inferred from the table and graph that, 18 (36%) respondents use Premium Branded Shirts daily for office use, 22 (44%) respondents use Occasionally for Parties and 10 (20%) respondents use premium branded shirts in other occasions.
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Table No.19 Table indicating the number of respondents with reference to repurchase timing of Premium Branded Formal Shirts.
Repurchase Timing Monthly Once 2-3 Months 3-6 Months 6-8 Months 8-12 Months > One Year Total 00 08 16 20 06 00 50 00 16 32 40 12 00 100
No. of Respondents
Percentage (%)
Graph No. 19 Graph indicating the number of respondents with reference to repurchase timing of Premium Branded Formal Shirts.
No. of respondents
0 8-12 Months 3-6 Months 8 Monthly Once 0 0 10 20 30 40 50 6 20 16 Monthly Once 2-3 Months 3-6 Months 6-8 Months 8-12 Months > One Year No of respondents
Inference:
It can be inferred from the table and graph with reference to repurchase timing. 8 (16%) respondents purchase in the period of 2-3 months.16 (32%) respondents purchase in the period of 3-6 months. 20 (40%) respondents purchase in the period of 6-8 months and 6 (12%) respondents purchase in the period of 8 months to one year.
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Table No.20 Table indicating the number of respondents with reference to type of shirts sought by them.
Shirt Type Plain Checks Lines/Stripes Others 43 29 08 00 86 58 16 00
No. of Respondents
Percentage (%)
Graph No. 20 Graph indicating the number of respondents with reference to type of shirts sought by them.
No. of respondents
Stripes 8 Plain Checks 29 Checks Stripes Plain 0 10 43 20 30 40 50
Inference:
It can be inferred from the table and graph that 43 (86%) respondents prefer plain shirts. 29 (58%) respondents prefer checks. 8 (16%) respondents prefer Stripes.
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Table No.21 Table indicating the number of respondents with reference to satisfaction with their present Premium Branded Formal Shirts.
Satisfaction Yes No Total 43 07 50 86 14 100
No. of Respondents
Percentage (%)
Graph No. 21 Graph indicating the number of respondents with reference to satisfaction with their present Premium Branded Formal Shirts
No. of respondents
7 43
Yes No
Inference:
It can be inferred from the table and graph that 43 (86%) respondents are satisfied with their present shirts and 7 (14%) respondents are not satisfied with their present premium branded formal shirts.
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Table No. 22 Table indicating the number of respondents with reference rate of satisfaction with their present Premium Branded Formal Shirts.
% Factors Price Quality/Durability Styling Colors available 16 33 23 17 22 14 18 33 12 03 09 00 50 50 50 50 100 100 100 100 High Medium Low Total
Graph No. 22
Table indicating the number of respondents with reference rate of satisfaction with their present Premium Branded Formal Shirts.
No. of respondents
50 45 40 35 33 33 30 25 23 22 20 18 17 15 16 14 12 10 9 5 3 0 0 High Low
Price Quality/Durability Style Colours
Inference:
It can be inferred from the table and graph that 16 (32%) respondents are highly satisfied with price, 33 (66%) respondents are highly satisfied with quality/durability, 23 (46%) respondents are highly satisfied with styling and 17 (34%) respondents are highly satisfied with colours available.
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FINDINGS FROM THE RESEARCH

1. Maximum numbers of respondents are in the age group of 18-25 years and 25-35 years. 2. Majority of the respondents are male. 3. Majority of respondents are Graduates. 4. Most of the respondents are Salaried Professionals, Students, and Self Employed. 5. Majority of the respondents annual income is above Rs3, 00,000. 6. Most of the respondents read News Papers like Economic Times, Times of India, and Deccan Herald. 7. Majority of the respondents read Magazines like India Today, Business World and Business Today. 8. The brands came to know through TV, News Papers and Magazines for maximum respondents. 9. The advertisement in TV, Magazines, News Paper and Word of Mouth impressed respondents in purchase of premium brands. 10.Majority of the respondents consider advertisement appeals to Brand name and comfort. 11.Advertisement plays an important role in purchase of Premium branded shirts. 12.Majority of the respondents had purchased premium brands like Van Heusen, Louis Philippe, Arrow, Allen Solly and Park Avenue. 13.Brand name, Quality, Price and Design are the most important factors influenced respondents while purchasing.
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14.Brand name, Quality and the Price are the main factors made respondents to feel the particular shirts belong to premium class. 15.Majority of the respondents purchased the premium branded shirts at Reputed Retail Malls like Shoppers Stopetc and Companys Outlets like Megamartetc. 16.Majority of the respondents wear the Premium Branded Shirts occasionally for parties and in other occasions. 17.Majority of the respondents repurchase the Premium shirts once in 6-8 months. 18.Majority of the respondents prefers plain and Checks shirt. 19.Majority of the respondents prefer 100% fine cotton fabric. 20.Most of the respondents also prefer dual colour shirts. 21.Majority of the respondents are satisfied with their present Premium Branded Readymade Formal shirts. 22.Majority of the respondents are satisfied with the pricing, Quality Style and colours of the Premium Branded Readymade Formal Shirts.
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Recommendations;
The customer tends to give more importance to colour, brand name and styling of a formal shirt. So a company should focus on these aspects. The various companies should mainly focus on cotton shirts because most customers mainly prefer that. Advertising plays a very important role in the purchase of a shirt as most Customers purchased reputed brands.As most customers were bellow the age group of thirty so the company strategies should focus on that age group.
The company should focuss on giving better quality product as most customers were very brand loyal and were generally satisfied with the product. Pricing did play an important role for people whose income was less than one lakh per annum
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CONCLUSION
This project has helped me understand the importance and significance of consumer perception and brand preference for premium branded shirts.as given me exposure to the practical side of retailing and at the same time enhanced my knowledge by applying theory learnt in class to practice.
The project helped me to understand the various parameters which customer looks at while making a purchase of a shirt.. The various influencing factors while purchasing , the different brands which people purchased
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BIBLIOGRAPHY
BOOKS:
Retail Management By Ron Hasty & James Reardon
Marketing Management Philip Kotler Research Methodology Cooper and Schindler
JOURNALS AND MAGAZINES :
4 Ps
Business World
Business Today
WEBSITES:
www.google.com
www.pantaloon.com
www.globusindia.com
www.lifestyle.com
www.shopperstop.com
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ANNEXURES

QUESTIONNAIRE
I am a student of M P Birla Institute of Management, pursuing MBA Program. As a part of the MBA curriculum, I have taken up a research project on CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. In this connection, I need some information. Below is the questionnaire. Kindly give your responses to the questions in the questionnaire. I sincerely assure your responses will be kept strictly confidential and shall only be used for academic purpose. I shall greatly appreciate your cooperation in completing my research project.
Mr. Vikrant Jagannath
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1 The age group 2 Sex 3 Educational Qualification 4 Occupation 5 Annual Income 6 News Papers Read 7 Magazines Read 8 Modes of Publicity through different media in Formal shirts 9 Brand awareness of Premium Shirts 10 The impact of Advertisements W. r. t.various brands 11 Role of Advertisements 12 The brands which respondants Purchased 13 Influencing Factors while purchasing 14 What catogorises a shirt in a premium class 15 Place of Purchase
18-25 male < PUC Self employed < 50,000 TOI Bus today TV
25-35 female under Grad Salaried 50k-1Lac Deccan Bus World News papers & magazines Louis-Phillipe
35-45
45+
Graduate Student 1Lac-3Lac ET India today Hordings
PG Others 3Lac+ Others Others Friends& Relatives Allen-Solly
Retail outle
Van-Heusein
Park avenue
Zodiac
Van-Heusein
Louis-Phillipe
Park avenue
Allen-Solly
Zodiac
High Van-Heusein
Medium Louis-Phillipe
Low Park avenue Allen-Solly Zodiac
Brand name
Price
quality
Style
Colour
Brand name
Price
quality
Style
Durability
Company outlet Daily use Monthly Plain Yes
Reputed Retail store Occasionally 2m - 3m Checks No
Others
16 Frequency of use 17 Frequency of Purcgase 18 Style & Pattern of Shirts 19 Satisfaction with current brand
Parties 3m - 8m Stripes 8m - 12m Others >1year
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20 Rate of Satisfaction with current brand High Price QTY Style Colour Medium Low
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