27105129 a comperative analysis of consumer awareness and satisfaction with respect to branded jeans

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EXECUTIVE SUMMARY

1



EXECUTIVE SUMMARY

The heading of the project being “A Comparative analysis of consumer

awareness and satisfaction with respect to branded jeans”. It will concentrate

more on find out the brand preference of consumers on jeans and at the same

time will find out other aspects which will help the marketer to improve his

product and bring it up to the standard of the target consumers.

These other aspects being the analysing the various brands available in

the market place of ready made jeans, analyse the target audience favourite

brands, preferred brands in the jeans market, analysing the different buying

habits of the people and the attitude that they look forward while buying a Jeans

pant and to also analyse media habits of the target audience.

For the purpose of analysing these factors twenty different tests have

been conducted.

The tests being as follows: -

o Brand specific test which tells us about the brand specific ness of the

respondents

o Preferred brand test, which gives us an idea of the preferred brand of the

target audience.

o Reasons for preferring the particular brand test which will tells us about

the factors influencing the respondents to prefer particular brand.

o Favourite shopping centre test that tells us about the shopping centre

preferences of the respondents.

o Reasons for preferring particular shopping centre test which will tells us

about the factors influencing the respondents to prefer particular shopping

centre.

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o Out fit test which tells us about out fit preferred by the respondents.

o Factors for consideration test which will tells us about the factors that a

respondents will consider before buying a Jeans pant.

o Reasons for wearing Jeans trouser test that will tells us about the reasons

for wearing jeans.

o Known brand test that will tells us about the known brands of respondents.

o Factors provokes to shift to other brands test which will tells us about the

factors provokes the respondents to shift to other brands.

o Knowledge of fabric test that will tells us about the respondents those who

are having knowledge of fabric.

o Preferred fabric test that will tells us about the preferred fabric of

respondents.

o Products owned test that gives us an idea about numbers of brands tried by

respondents.

o Information about brand test which will tells us that how the respondents

got information about the brands.

o Trousers using test that will gives us an idea about kinds of trousers (Jeans

or Formal) used by respondents.

o Response towards outlet test that will tells us about the response of

respondents towards availability (outlets) of their brands.

o Response towards advertisement test that will gives us an idea about the

response of respondents towards advertisements of brands.

o Response towards pricing test that will gives us an idea about the

response of respondents towards pricing of brands.

o Preferred sales promotion test that will gives us an idea about the preferred

sales promotions of respondents.

o Satisfaction test that will gives us an idea about the satisfied and un-

satisfied consumers with their present products.

3



INTRODUCTION

4



INTRODUCTION:

Most of the professional marketing companies understand that marketing

is basically a dynamic field and not static. Because of its dynamic nature every

activity in marketing should be redefined to ensure maximum profitability to the

organization. The method employed by most of the companies is called

development of marketing strategy. Marketing strategy is basically the

companies planning activity and executing of that plan in the immediate future to

achieve the objectives of the organization. Basically the marketing strategy

comprises of identifying the customer, developing the product, pricing strategy,

distribution strategy and communicating with the customers about the products.

In addition to that marketing strategy is also evaluating the customer

segment and positioning the product. To carryout such activities every company

should know what is the need of the customer in terms of both physiological and

psychological needs and evaluate the need satisfaction methods so that acompany can design a very good strategy. This strategy leads to marketing

success of a brand or a product.

Developing a marketing strategy by a company requires a thorough

understanding of a consumer behaviour more importantly the consumer

behaviour in terms of how do they recognise their need, how do they evaluate

the different information available, evaluate the product availability, evaluate the

brand choices and where do they get it, how much they have to pay and who

influences them in the selection of a brand or a product. Such behaviour

perspective understanding has to be considered in terms of the buyers choice,

buyers preference, liking, reasons for liking, buyers purchase motive. All together

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will give a frame work in understanding the behaviour in such a way that the

companies can develop a marketing strategy in satisfying the needs of the

consumers.

Brand preference is a consumer behaviour phenomenon, which helps in

company understanding the physiological and innate need of a customer. By

researching the branch preferences of a product it gives the information to the

management to make perfect decision in developing a strategy.

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OPERATIONAL DEFINITIONS OF CONCEPTS

• Perception: - it is the process by which an individual selects,

organise and interpret information inputs to create a meaningful

picture of the word.

• Attitude: - An attitude is a person’s enduring favourable or

unfavourable evaluations, emotional feelings, and action

tendencies toward some object or idea.

• Segmentation: - Segmentation refers to identification of a large

group within a similar wants, purchasing power, geographical

location, buying attitudes, or buying habits.

• Targeting: - Once the firm has identified its market-segment

opportunities it has to decide how many and which ones to target.

This decision is called targeting.

• Brand: - A brand is a name, term, sign, symbol or design, or a

combination of them intended to identify the goods or services of

one seller and to differentiate them from those of competitors.

• Brand preference: - it is a loyalty shone by a consumer towards a

particular brand by nor switching brands.

• Brand switching: - it is the tendency consumer to change brands

in searching of his preference in product.

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INTRODUCTION TO MARKETING

Marketing is a restless dynamic field, changes have been gradual but

pronounced shift in orientation of firms has seen from production to marketing.

Moreover the role of marketing has been changing; thus changing the

responsibilities of a marketing executive in making sound marketing decisions.

In respect to this requirement. A formalised means of acquiring information to

assist in making such decision has emerged and this is ‘marketing research’.

“Research connotes a systematic and objectives investigation of a subject

or problem in order to discover relevant information”.

MARKET:

The concept of exchange leads to the concept of market “A market

consists of all the potential consumers sharing a particular need or want who

might be willing to and able to engage in exchange to satisfy the need or want”

A market is a group of buyers and sellers interested in negotiating the

terms of purchase or sale of goods and service. It is the sum total of the situation

or environment in which the resources, activities and attitudes of buyers and

sellers effect the demand for product in a given area. It is thus a sphere within

which ‘pride marketing forces operate’ along with the exchange of title. There are

actual movements of goods.

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MARKETING:

Marketing means human activity taking place in relation to markets. It

means working with markets to actualise potential exchange for the purpose of

satisfying human needs and wants. Marketing is a social and managerial process

individual and group obtain what they need and want through creating offering

and exchanging products of value with others.

It essentially consists of the performance of business activities having to

do with affecting changes in the ownership and possession of goods and

services. It deals with the creation of time and place utilities and that phase of

business activity through which human wants are satisfied by exchange of goods

and services for some valuable consideration.

MARKETING RESEARCH:

“Marketing research is the systematic and objective search for and

analysis of information relevant to the identification and solution of any problem

in the field of marketing”.

“Marketing research is the function which links the consumer, customer

and public to the marketer through information used to identify and define

marketing opportunities and problems; generate, refine and evaluate marketing

action, monitor marketing performance and improve understanding of marketing

as a process”.

Marketing research specifies the information required to address these

issues, design the method for collecting information, manage and implement the

data collection process analyse the result and communicate the findings and

their implications.

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DESIGN OF THE STUDY

STATEMENT OF THE PROBLEM

Hear the problem is to identify the consumers of jeans and to know whether

they are brand aware or not while buying Jeans, and to know the factors

influencing them to prefer jeans of particular brand, finally to examine

whether they are satisfied with there present brand or not in Bangalore

city.

OBJECTIVES OF THE STUDY

• To identify the consumers of Jeans.

• To know whether consumers are brand aware or not with respect to

Jeans.

• To know the factors influencing consumers to go for particular brand.

• To analyse the favourite brands of the target audience preferred brands

and liked brands in the jeans market.

• To know whether consumers are aware with there present brand or not.

11



SCOPE OF THE STUDY

The scope of the study is only to analyse the behavioural perspective of the Brand preference, which can help developing the marketing strategy.

LIMITATIONS OF THE STUDY

Because of the non-probability sampling the findings may not be accurate

to the population parameter.

The population is too small with the population because of time constraint.

The interview was conducted on the continent respondents who are

otherwise busy and in there hurry might have given vague replies, which

would render the research in to specification bias.

HYPOTHESIS:

In this study two hypothesis have been formulated.

They are as follows:

• Null Hypothesis (HO) : Null hypothesis which represents awareness and

satisfaction towards branded jeans in today’s market.

• Alternative Hypothesis (HI) : Alternative Hypothesis which represents that

there is no awareness and satisfaction towards branded jeans in today’s

market.

• If null Hypothesis become true, then the alternative Hypothesis will be

false. On the other hand, if null Hypothesis becomes false then the

alternative Hypothesis will be true.

12



METHODOLOGY:

TYPE OF RESEARCH:

Descriptive research by survey method.

ACTUAL COLLECTION OF DATA:

Primary data is collected through sampled respondents.

Secondary data is collected from various Reports available at college

library, Internet various textbooks and news papers and magazines.

SAMPLING PLAN

Type of sampling is non-probability consistent sampling.

SAMPLE SIZE AND SAMPLE UNIT:

Sample size is 100 and sampling unit is J.P nagar and BTM in Bangalore city.

RESEARCH INSTRUMENT

Structured open and closed ended questionnaire.

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Review of literature:

Purpose: -

1) To know the research work undertaken by other researcher in this field.

2) To have a back ground information on research topic.

Methodology:

While referring various texts boos for BBM and MBA course, the researcher came

across the topic called consumer brand preference. By taking lead from those texts, the

researcher referred the topic in the following marketing journals:

♣ Marketing Journals.

♣ Journal for business etc

14



PROFILE OF THE

ORGANIZATION AND

RESPONDENTS

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INDUSTRY PROFILE:

The industry of clothing is known as the garment industry. An article of

textile, which is used by every one to cover the body, is a garment. In the Old

Stone Age period the skin of animals was used to cover the bodies. Even the

leaves and grass woven together was used as garments. As the years passed

the material for garments also changed from skin to cotton and the other man

made materials.

GARMENTS MARKETING IN THE NATION: -

National marketing is the performance of a business activity that directs

the flow of a company goods and services to customers or consumers in more

than one state, all over the nation.

National trade is the phase of national operations of a company or firm.

HISTORY OF THE GARMENTS:

In the early Stone Age period people felt the need to protect themselves

from the heat and cold. So they wove leaves and grass together to cover

themselves. Later on they began to use the skin of animals and the fine barks of

trees to make garments for them selves. The grew found of wearing skin and

bark because they could colour them and draw figures on them with the help.

There fore it is seen that man has been keen to dress up fashionably.

Northern Europeans made garments of animal’s skins, sewn together with

leather thongs. Holes were made in the skin and colourful pieces of leather were

passed through them to a colourful effect on the duel colour of skin.

The manufacture of ready-made garments career in the eighteenth

century was performed by hand after invention of foot and water powered

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machinery stitching of garments became easier and the clothing industry began

to flourish the very next development was the introduction of band knife machine

in 1960. John Barron invented this; this machine could cut several thickness of

cloth at a time John Barron was the founder of the bed clothing industry.

HISTORY OF INDIAN GARMENT INDUSTRY:

The 2nd world war and its after math was mainly responsible for souring

the seeds of an industry for manufacture of ready-made garments thus it is the

12th century when present form of garment industry really got set up and mass

tailoring of garment was executed. In a course of time a number of small-scale

units came to be set up all over the country many such units were started with

just 5 or 6 machines in individual homes. Job workers (skilled labourers) are the

product of the last quarter of 12th century. The large number of job worker with

master jobbers comes in to operation particularly in the North and Eastern part of

India. Master men collected orders from various clients and supplied the fabric

and trimming to the various job workers under their control these workers either

need to work at a centralised location of a master jobber are taken home thefabric for trimming and return the finished product to master jobbers and a

predetermined date in western and southern part of the country with some

structural changes in operation of the units, the production system was made

export oriented.

The Indian garment industry has seen many ups and down in the 40’s

during 2nd world war, to meet the defence needs of mainly U.K. a set batch was

experienced by the industry after the war since demand dropped. The industry

could not utilise its full capacity the industry received in the 60’s.

TYPES OF GARMENTS BEING MANUFACTURED:

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1.STITCHED GARMENTS:

In this field the consumer buys the cloth and the Tailor or a designer

according to the consumer style, pattern, design or size to suit and satisfy his

needs.

2. READY-MADE GARMENTS:

This is a broad business field in which the big manufacturers, Industrialists

and designers are involved. These industries provide employment to the public.

Here the cloth is bought in bulk and the clothes are made according to the latest

fashion and trend. Here many pieces are made of the same design and orderly

stitched according to different sizes to satisfy the customer need. These

industries and designers create the sense of fashion for the upcoming demand.

Ready-made garments are easy to purchase from the customers point of view as

it gives him a wide selection of the latest fashion as per his choice. Today’s trend

believes in immediate purchase and immediate wear because this saves time

management.

TYPES OF GARMENTS:

1. FORMALS:

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These types of clothes are usually worn for occasions like business

parties, conferences, meetings, and interviews etc. These types of garments are

simple and bright and comfortable. They constitute usually of units of which ties

from the major part, tight skirts and coats are also formal along with Blazers.

2. CASUALS:

These are clothes, mainly the teenagers who are very found of wearing Jeans, T-

shirts, Skirts, Short, and Jackets etc. These clothes are usually worn during

playtime and while playing games. These are also used for any rough type of

work.

3. ETHNIC:

These are clothes that are worn usually for religious functions, weddings,

festivals and traditional ceremonies.

HISTORY OF THE JEANS.

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Where did the name Denim Jeans come from?

'Serge de Nîmes'

In fashion history, jeans and denim history continues to baffle. No one

truly knows the perfect answer to where jeans began. As so often happens

fashions often emerge together in various parts of the world and are the result of

the sudden availability of a new fabric, cloth, dye or technique.

But we do know that the phrase denim jeans is thought to derive from

several sources. No one is totally certain where the words come from. A majority

of source books suggest that denim derives from the English translation of the

South of France French phrase 'serge de Nîmes'. Denim fashion history is thus

associated with Serge de Nimes.

It may well be that the fabric which was made in France also had a version

made locally in England and was called by the same name of denim in the same

way that Cheddar cheese is called cheddar all over the world. The Serge de

Nîmes was originally a wool silk mix, twill weave. Certainly by the 19th

century inEngland denim had a white warp and a navy woof (weft). Denim was considered

a hard wearing sturdy fabric, ideal for heavy labouring.

Genoese

It is also thought the name ' jeans ' comes from 'Genoese' the name for

Italian sailors of Genoa who when at sea dressed in blue fustian fabric

composed of a cotton and wool or linen blend. Genoese fabric was imported into

Britain as far back as the 16 th century.

Thomas Hardy used the word fustian to describe basic clothes of a skilled

countryman in 'The Mayor Of Casterbridge.' He mentions a fustian waistcoat,

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breeches and a jacket all the type of garments often made up in jeans material

today. In Pickwick Papers fustian is described by Dickens as 'common fustian'

which firmly puts it in the everyday category. In the 19th century American

weavers made hardwearing cotton duck, denim and jeans fabrics to satisfy a

home market. At some time some manufacturers must have replaced the yarns

with the locally produced, more readily available cotton making the fabrics all

cotton.

Levi Strauss the Inventor of Jeans called Denim Jeans

Jeans history would be nothing without Levi Strauss. Levi Strauss is

credited with inventing jeans. Levi Strauss emigrated with his family to New York

in 1847. His family sold dry goods such as canvas tenting and Manchester

drapery goods. He moved to San Francisco in the early 1850s because he

thought the same dry goods business would be brisk because of the California

gold rush.

About 20 years later a solvent Levi Strauss and a Nevada tailor joinedforces to patent an idea the tailor had for putting rivets on stress points of

workman's waist high overalls commonly known as jeans. Levi Strauss chose to

use the stronger denim fabric and cotton duck, putting his own name on the

product. Later the duck fabric was dropped as consumers found denim more

comfortable, particularly after washing creating the faded bloom on the indigo

blue dyeing that we all love. Eventually in the 1950s people asked for denim

jeans or just as often - Levi's jeans rather than waist overalls. Other

manufacturers began to produce jeans and other brand names such as Lee

Coopers and Wranglers also became famous. Each brand is renowned for

having a particular cut.

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Film Stars in Denim Jeans Influence the 1950s

Jeans fashion history was truly made in the 1950s when film stars wore it

in movies that the teenagers of the day followed with avid interest. For many

years jeans were only used as work wear clothes, but by the 1940s they were

considered leisure wear in America. Once pop and film stars like Elvis Presley,

James Dean, and Marlon Brando sported them they became desirable

internationally in the 1950s and are associated with rock and roll and pop music.

Later in the 1960s, jean brands old and new were worn universally in the western

world.

1970's Flower Power and Jeans

In the 1970s individuals began to really personalize flared bell bottom

versions of jeans with bells up the sides of flared jean's legs.

Floral and abstract textural embroidery, metal eyelets and studs, transfers,

appliqué and even anti-war graffiti biro writing were all popular forms of

decoration. Jeans were a great hit with flower people and the hippie revolution.

Jeans were the only uniform to wear to a 1970's pop concert. Jeans never

seemed to die as individuals would cut off the legs to make bermuda shorts, then

short shorts or even duffle bags using a cord to draw up the waist loops. Old

jeans got recycled into patchwork jeans and skirts.

Levi 501s

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The most famous jeans are still probably those produced by Levi as Levi

501s. Pre shrunk jeans had been introduced in the 1960s. 501s traditional button

fly jeans designed in the Victorian era need to be shrunk to fit. They were a huge

hit again in the 1980s when reintroduced to a new generation.

In a television advertisement Nick Kamen removed his jeans and stripped

to his underpants at a launderette. He proceeded to launder the jeans making

them 'shrink to fit' to the music of Marvin Gaye's 'I heard it through the grapevine'.

Kamen helped make them into a new fashion item for a new generation with the

link to sexual allure.

Designer Jeans

By the 1980s ripped, frayed and torn jeans were a normal sight. Coloured

jeans from white through to pastels were also popular as were stonewashed blue

jeans. In the 80s, designer jeans with names like Gloria Vanderbilt, Calvin Klein

and Armani among so many fashion designers, became the designer label jeans

to be seen in. Stone washed jeans became a must. By the 1990s black jeans

were very popular for a while and jeans in general were seen a lot in the early

1990s. But shades of blue are always loved and sometimes the darkest shade ishigh fashion and sometimes the most washed out faded pairs become the

hottest. Coloured jean of all shades made an appearance.

In 2000 designers were crystal beading and silver or gold spraying jeans

amid tears, frayed slashes, fur and feather decoration. Denim was hot yet again

and used to make everything from footwear, jackets, bags, basque corsets to

jewelled cuffs.

Lycra in Jeans

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The 1990s saw some changes such as denim with an added percentage

of Lycra to enhance fit and comfort. Jeans most definitely here to stay, as 50% of

us under 60 like to wear them, easily prefer them to combat trousers, which are

now considered very passé. Jeans with Lycra are so much more comfortable.

They fit and cling around the buttocks in a way that accommodates less than

perfect figures.

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• Out of 100 respondents 58% are male and 42% are females.

• Out of 100 respondents 15% are age group of below 20 years, 50% are of

20-30 years of age group, 25% are belongs to 30-40 Years of age group

and 10% are of above 40 years.

• Out of 100 respondents 15% are under-graduates, 40% are graduates

and 45% of respondents are post-graduates.

• Out of 100 respondents 25% of respondents are employees, 10% are

business category, 15% of respondents are professionals, 40% of

respondents are students and 10% are housewives.

• Out of 100 respondents 25% of respondents are belongs to the income

group less then Rs 10,000/-, 35% are belongs to Rs 10-20,000/- income

group, 25% are belongs to income group of Rs 20-30,000/- and 15% are

belongs to the income group of above Rs 30,000/-.

• Out of 100 respondents 96% respondents are using Jeans and 4% of

respondents do not wear jeans.

• Majority of the respondents i.e., 72% wear readymade jeans whereas the

6% wear tailor made jeans and 22% wear both jeans.

• Out of 96 respondents of jeans users 45.8% are Brand specific and 54.2%

of respondents are not brand specific.

• Out of 96 respondents of jeans users 29.12% of respondents wear jeans

because it is present trend, 54.2% of respondents use jeans because of

26



its comfortably, 6.25% are because of its reasonable prices, 8.33% of

respondents wear it because of its brand image and 2.1% of respondents

use it for other reasons.

• Most of the respondents i.e., 65% prefer for quality and the price and the

rest 35% prefer for brand name, convenience, fabric, look, Comfort, Better

fit and maintenance as most preferable factor.

• Out of 44, brand specific respondents 9.1% of respondents prefer

Wrangler Jeans, 13.6% of respondents prefer Levis Jeans, 31.8% of

respondents use Live-in Jeans, 22.7% of respondents prefer Lee Jeans,

9.1% of respondents prefer Killer Jeans, 4.6% of respondents prefer Pepe

Jeans and 9.1% of respondents prefer Trigger Jeans.

• Out of 44, brand specific respondents 50% of respondents prefer their

brand because of its good quality, 4.5% respondents prefer the brand

because of its convenience, 4.5% of respondents prefer because of its

Fabric, 61% of respondents prefer because of reasonable price, 22.7% of

respondents prefer because of its status symbol and 2.3% of respondents

are preferring it because of other reasons.

• Out of 44, brand specific respondents 52.3% of respondents shift to other

brand if there is fall in price, 34% of respondents shift if there is

modification in the price, 9.1% of respondents shift if there is good service

and 4.6% of respondents shift to other brand for other reasons.

• Out of 96 respondents of jeans users 58.3% of respondents prefer Denim

Jeans and 41.7% of respondents prefer Cotton Jeans.

27



• Out of 96 respondents of Jeans users 22.9 % of respondents have tried

two brands, 30.2% of respondents tried four brands, 27.1% of

respondents tried six brands and 19.8% of respondents tried more than

six brands.

• Out of 96 respondents of jeans users 41.7% of respondents came to know

about the brand through Advertisements, 33.3% of respondents came to

know about the brand through Advice of friends, 14.6% through Advice of

family and 10.4 % through Advice of seller.

• Out of 100 respondents 66% of respondents prefers particular shopping

center to buy jeans and 34% of respondents do not prefer.

• Out of 66 respondents 50% of respondents prefers particular shopping

center because it is company outlet, 6.1% of respondents because of

availability of brands, 15.2% of respondents because of availability of

product range, 18.1% because of reasonable price and 10.6% for other

reasons.

• Out of 100 respondents, 68% of respondents are having knowledge of

fabric and 32% of respondents are not having the knowledge of fabric.

• Out of 100 respondents 14% of respondents use only jeans, 8% of

respondents use only formal trousers and 78% of respondents use both

the trousers.

• Out of 100 respondents 85% of respondents are satisfied with the

availability (outlets) of brands and 15% of respondents are not satisfied.

• Out of 100 respondents 80% of respondents are satisfied with the

advertisements of their brands and 20% of respondents are not satisfied.

28



Table showing: -

Genders of the respondents.

Interpretation,

The above table showing that out of 100 respondents 58 are males and 42 are females.

30

Gender No. Of Respondents In percentage

Males 58 52%

Females 42 42%

Totals 100 100%



31



C la s s if ic a t io n o

r e s p o n d e n ts o n th eg e n d e r s .

01 0

2 0

3 04 0

5 06 0

7 0

M a le s F e m a le s

Conclusion:

Here male are dominating females out of total respondents.

32



Table showing: -

Age of the respondents.

Interpretation,

The above table showing that out of the 100 respondents 15

are belongs to age group of 20 Years, 50 are belongs to 20 to 30 age

33

Ages No. Of respondents In percentage

Below 20Yrs

15 15%

20-30 Yrs 50 50%

30-40 Yrs 25 25%

Above 40Yrs

10 10%

Totals 100 100%



C la s s if ic a t io n o f

r e s p o n d e n ts o n th ea g e g r o u p s

0

1 02 0

3 0

4 05 0

6 0

B e lo w 2 0Y e a rs

2 0 -3 0 y e a r s3 0 -4 0 Y e a rs A b o ve 4 0Y e a rs

Conclusion:

Out of total respondents age group of 20-30 years are major purchasers..

35



Table showing: -

Qualification of the respondents.

Qualification No. Of

respondents

In

percentage

Under

graduates.

15 15%

Graduates. 40 40%

Postgraduate. 45 45%

Totals. 100 100%

Interpretation,

The table showing that out of the 100 respondents 15 are under

graduates, 40 are Graduates and 45 are Postgraduates.

36



The table showing: -

Occupation of the respondents.

Occupations No. Of respondents In percentage

Employee. 20 20%

Business. 15 15%

Professional. 15 15%

Students. 40 40%

Housewives. 10 10%

Totals. 100 100%

Interpretation,

The above table shows that out of 100 respondents 20 are

service class Employees, 15 are doing Business, 15 are

Professionals, 40 are Students and 10 are Housewives.

38



C l a s s i f i c a t i o n

r e s p o n d e n t s o n t h

o c c u p a t i o n .

01 02 03 04 05 0

E m p l o

y e e

B u s i n

e s s

P r o f e

s s i o n

a l S t u

d e n t

H o u s e w i v e

s

Conclusion:Here students are having dominating portion out of total respondents followed by

employees, business class, professionals and housewives.

39




Monthly House hold incomes of respondents.

Monthly incomes. No. Of

respondents.

In

percentage.

Less then Rs

10.Thousends.

25 25%

Rs. 10-20. Thousands. 35 35%

Rs. 20-30. Thousands. 25 25%

Above Rs. 30.

Thousands.

15 15%

Totals. 100 100%

Interpretation,

The above table showing that out of 100 Respondents 25

are having less than Rs. 10 Thousands, 35 respondents are

belongs to Rs. 20 to 30 Thousands, 25 are belongs to Rs. 20 to

30 Thousands and 15 respondents are belongs to above Rs 30

Thousands.

40



C la s s if ic a t io n o f

r e s p o n d e n ts o n th e bi n c o m e s

01 02 03 0

4 0

L e s s t h e

n

1 0 T h o u s a n d

R s .

1 0 - 2 0

T h o u s a

n d

R s . 2 0 - 3 0

T h o u s a

n d

A b o v e R s .

3 0

T h o u s a

n d

Conclusion:

Out of total respondents 35% are having income of Rs10-20 thousands.Followed by less than Rs 10 thousands, Rs 20-30 thousands at last above 30thousands.

41




Users and non-users of Jeans among respondents.

Options. No. Of respondents.

In percentage.

Jeans

users.

94 94%

Non-users.

6 6%

Totals. 100 100%

Interpretation,

The above table showing that out of 100 respondents’ 94respondents wear Jeans and 6 respondents do not wear Jeans.

42



C l a s s i f i c a t i o n o f r

t r o u s e r s a n d n

9

6

02 0

4 06 08 0

1 0 0

J e a n s u s e r sN o n j e a n s

Conclusion:Except 6% all the respondents use Jeans.

43



Table showing : -

The Out fit of the respondents.

Interpretation,

The above table showing that 6 respondents are using

Tailor made jeans, 72 are using Ready-made jeans and 22

respondents are using both tailor made and Ready-made jeans.

44

Out fit. No. Of respondents.

Inpercentage.

Tailor made.

6 6%

Readymade.

72 72%

Both. 22 22%

Totals. 100 100%



C la s s i fi c a t io n o f r e s p o n d e n t s o n

6

7 2

2 2

0

1 0

2 0

3 0

4 0

5 0

6 0

7 0

8 0

T a i lo r m a d e R e a d y m a d e B o t h

Conclusion:Maximum number of respondents use ready-made trousers.

45




The factors influencing the respondents to wear Jeans.

Options. No. Of

respondents

.

In

percentage.

Present

trend.

29.12 29.12%

Comfort. 54.2 54.2%

Reasonable

price.

6.25 6.25%

Brand

image.

8.33 8.33%

Others. 2.1 2.1%

Totals. 100 100%

Interpretation,

The above table showing that out of 100 respondents 29.12 are

wearing Jeans because it is present trend, 54.2 respondents are

using, as it is Comfortable, 6.25 are because it is reasonable price,

8.33 respondents are using it because of its Brand image and 2.1

respondents are using it for other reasons.

46



The most preferable factor considered by the respondents while

buying.

Interpretation,

The above table showing that out of 100 respondents, 22

respondents are consider price as most preferable factor, 43

respondents consider Quality as most preferable factor, 4

respondents consider convenience, 2 are fabric, 2 are look, 6 are

comfort, 2 are better fit possible and 1 are considering ease of

maintenance as most preferable factor.

48

Factors. No. Of

respondents.

In

percentage.

Price. 22 22%

Quality. 43 43%

Brand image. 18 18%

Convenience. 04 4%

Fabric. 02 2%Look. 02 2%

Comfort in fitting 06 6%

Better fit possible. 02 2%

Ease of

maintenance.

01 1%

Totals. 100 100%



C la s s if ic a t io n o f r e s p o

t h e b a s is o f m o s t p r e feb u y in g je a n s .

01 02 03 04 0

5 0

P r i c

e

B r a n d i m a g e

F a b r i c .

C o m f o r t i n

f i t t i n g

E a s e o f

m a i n t a n c e

Conclusion:Quality and price of the products are deciding factors while buying Jeansfollowed by brand image and comfort.

49



Table showing: -

Whether the respondents are brand specific or not with respect

to jeans.

Options. No. Of respondents. In

percentage.

Yes. 45.8 45.8%

No. 54.2 54.2%

Totals. 100 100%

Interpretation,

The above table showing that out of 100 respondents, 45.8 are

brand specific and 54.2 are not brand specific while buying jeans.

50

Classification of respondents on the basis

of brand preference(specific).

40

42

44

46

48

50

52

54

56

Yes no



Conclusion:

Brand shifters are more than brand specific consumers, with respect to jeans.

51



G ra p h s h o w in g t h e p r e fe

r e s p o n d e n t s .

0

5

1 0

1 5

2 02 5

3 0

3 5

w r a n

g l e r L e

v e s .

L i v e - i n L e

e K i l l e r

P e p e

T r i g g e r

Conclusion:Live-in and Lee Brands are having more consumes when compared to all other brands.

53



G raph sho w ing the fac

influ en cing resp on de nw ear jean s .

0

10

20

30

40

50

60

B e t t e r q

u a l i t y

M o r e

c o n v e n i e n

c e F a b r i c

R e s o n a b l e

p r i c e

S t a t u

s s y m

b o l

O t h e r s

Conclusion:Better quality of the product can influence the respondents to buy the jeans.

55



Table showing: -

Factors, which provokes respondents to shift to other brands.

Factors. No. Of respondents. In percentage.

Fall in price. 52.3 52.3%

Modification inthe product.

34 34%

Good service. 9.1 9.1

Others. 4.6 4.6%

Totals. 100 100%

Interpretation,

The above table showing that out 100 respondents 52.3 can

shift to other brand if there is fall in the price, 34 respondents if there

is modification in the product, 9.1 respondents if there is good service

and 4.6 for other reasons.

56



Table showing: -

Whether the respondents are having knowledge of fabric or not.

Options. No. Of respondents. In percentage.

Yes. 68 68%

No. 32 32%

Totals. 100 100%

Interpretation,

The above table showing that out of 100 respondents 68 are

having knowledge of fabric and 32 do not having knowledge of fabric.

58



G r a p h s h o w in g r e s p o

k n o w le d g e o f f a b r ic

k n o w le d g e o f f a b

0

2 0

4 0

6 0

8 0

Y e s N o

CONCLUSION:Most of the respondents have the knowledge of fabrics.

59



The table: -

Showing the fabric preferred by the respondents.

Fabric. No. Of respondents.

In percentage.

Denim jeans. 58.3 58.3%

Cotton jeans. 41.7 41.7%

Totals. 100 100%

Interpretation,

The above table showing that out of 100 respondents’ 58.3respondents prefer Denim jeans and 41.7 respondents prefer Cotton

jeans.

60



G r a p h s h o w in g t h e

f a b r ic o f r e s p o n d

j e a n s .

0

1 02 0

3 04 0

5 0

6 07 0

D e n im je a n s c o t t o n je a n s

Conclusion:Denim Jeans can attract more consumers then cotton Jeans with respect to respondents.

61



The table: -

Showing the number of brands tried by the respondents,

No. Of brands.

No. Of respondents. In percentage.

2 brands. 22.9 22.9%

4 brands. 30.2 30.2%

6 brands. 27.1 27.1%

More than 6. 19.8 19.8%

Totals. 100 100%

Interpretation,

The above table showing that out of 100 respondents 22.9 havetried 2 brands, 30.2 have tried 4 brands, 27.1 have tried 6 and 19.8have tried more than 6 brands.

62



G r a p h s h o w in g th e

o f b r a n d s t r ie d b

r e s p o n d e n t s .

0

5

1 0

1 52 0

2 5

3 0

3 5

2 B ra n d s 4 B ra n d s6 B ra n d sM o r e t h a n

Conclusion:More number of respondents has tried 4 brands followed by 6, 2, and more then 6 brands.

63



The table: -

Showing how does the respondents come to know about their brands.


Advertisements. 41 41.7%

Advice of friends.

33.3 33.3%

Advice of family. 14.6 14.6 %

Advice of seller. 10.4 10.4%

Totals. 100 100%

Interpretation,

The above table showing that out of 100 respondents 41 have

know about their brand through Advertisements, 33.3 through advice

of friends, 14.6 through advice of family members and 10.4 through

advice of sellers.

64



G r a p h s h o w in g th

a d v is e r ’s o f r e s p o

01 02 03 0

4 05 0

A d v e

r t i e s m e

n t

A d v i c

e o f f r i e n d

A d v i c

e o f f a m

i l y

A d v i c

e o f s

e l l e r

Conclusion:Both media advertisements and word of mouth adds can influence more number of

respondents.

65



Table showing: -

Whether respondents prefer particular shopping centre or not.

Options. No. Of

respondents.

In percentage.

Yes. 66 66%

No. 34 34%

Totals. 100 100%

Interpretation,

The above table showing that out of 100 respondents’ 66

respondents prefer particular shopping centre and 34 do not prefer

particular shopping centre for the shopping of jeans.

66



G r a p h s h o w in g th e p re f

n o n p r e fe rs o f p a r t ic u la r c e n tre , a m o n g re s p o n

01 0

2 0

3 0

4 0

5 06 0

7 0

Y e s N o

Conclusion:Maximum numbers of respondents prefer particular shopping while buying jeans.

67



Table showing: -

Reasons for preferring particular shopping centre.

Options. No. Of

respondents.

In

percentage.

Company outlet. 50 50%

Availability of

brand.

6.1 6.1%

Product range. 15.2 15.2%

Reasonable price. 18.1 18.1%

Others. 10.6 10.6%

Totals. 100 100%

Interpretation,

The above table showing that out of 100 respondents 50 are

prefer particular shopping centres, because they are company

outlets, 6.1 are because of availability of brands, 15.2 are for product

ranges available, 18.1 are for reasonable prices and 10.6 are for

other reasons.

68



R e a s o n s f o r p r e fe

p a r tic u la r s h o p p in

02 04 06 0

8 01 0 01 2 0

C o m p a

n y

o u t l e t

A v a i l a b i l i t y

o f b r a n d

P r o d

u c t

r a n

g e

R e a s o n a b

l e

p r i c e O t

h e r s

T o t a l

Conclusion:Company out lets and reasonable price can attracts respondents towards particular

shopping centre.

69



Table showing: -

Types of trousers worn by respondents.

Interpretation,

The table showing that out of 100 respondents 14 are wearing

only Jeans, 08 are wearing only formal trousers and 78 are wearing

both jeans and formal trousers.

70


Only jeans. 14 14%

Only formal. 08 08%

Both. 78 78%

Totals. 100 100%



G r a p h s h o w in g t h e k i

t r o u s e r s w o r n b y th e r e s

0

2 0

4 0

6 0

8 0

1 0 0

O n ly j e a n s O n ly fo rm a l B o t h

Conclusion:Maximum numbers of respondents use both Jeans and formal trousers.

Table showing: -

71



Response of respondents with respect to availability (outlets) of

the brands.

Options. No. Of respondents. IN percentage.

Good. 85 85%

Bad. 15 15%

Totals. 100 100%

Interpretation,

The table showing that out of 100 respondents’ 85 respondents

brand availability (outlet) is good and remaining 15 respondents is

bad.

72



G ra p h s h o w in g th e r e s p

re s p o n d e n ts w ith r e s pa v a ila b ility (o u tle ts ) o f b

0

2 0

4 0

6 0

8 0

1 0 0

G o o d B a d

Conclusion:Out lets (availability) of brands are good.

73



Table showing: -

Response of respondents with respect to advertisements of

their respective brand.

Interpretation,

The above table showing that out of 100 respondents 80

respondents brand advertisements are good and remaining 20 are

bad.

74


Good. 80 80%

Bad. 20 20%

Totals. 100 100%



G r a p h s h o w in g r e s p o n

re s p o n d e n ts w ith re s p e

a d v e r t is e m e n ts o f th e

0

2 0

4 0

6 0

8 0

1 0 0

G o o d B a d

75



Conclusion:Advertisements of the brands are good.

Table showing: -

Responses of respondents towards the pricing of their

respective brand.

Interpretation,

76


Good. 92 92%

Bad. 08 08%

Totals. 100 100%



Graph sh ow ing respo n

resp o nd en ts w ith respp ricin g o f th ere b ran

0

2 0

4 0

6 0

8 0

1 0 0

G o o d B a d

Conclusion:Pricing of the brands is good.

78



Table showing: -

Preferences of respondents towards different sales promotions.

Interpretation,

The table showing that out of 100 respondents 46 respondents

prefer price discounts, 08 respondents prefer gift vouchers, 44

respondents prefer Buy one get one free and 02 respondents prefer

other sales promotions.

79

Promotions. No. Of

respondents.

In

percentage.

Price discount. 46 46%

Gift vouchers. 08 08%

Buy one get

one free.

44 44%

Others. 02 02%

Totals. 100 100%



G r a p h s h o w in g r e s p

r e s p o n d e n ts w ith r e s pp r o m o t i o n s .

0

1 0

2 0

3 0

4 0

5 0

P r i c e

d i s c o u n t

G i ft vo u c h e r B u y o n e g e t

o n e fre e

O t h e r s

Conclusion:Price discounts and Buy one get one kinds of sales promotions can attract more number of

respondents.

80



Table showing: -

Whether respondents are satisfied with their present brand or

not.

Interpretation,

The table showing that out of 100 respondents 95 respondents

are satisfied with their present brands and 05 are not satisfied.

81

Options. No Of respondents. In percentage.

Yes. 95 95%

No. 05 05%

Totals. 100 100%



C la s s if ic a t io n o f r e s p o

th e b a s is o f s a t is f a c t ir e s p e c t t o t h e ir ( b r a n d s

0

2 0

4 0

6 0

8 0

1 0 0

Y e s N o

Conclusion:Maximum numbers of respondents are satisfied with their present brands.

82



SUMMARY

83



SUGGESTIONS: -

The quality of the product should be enhanced, which can givebetter comfort to the consumer; it may help

in retaining existing consumer and might attract new consumers to the

products of the brands.

Normally the prices of reputed brands are high, because of this

reason they may loose economically middle class and lower class

consumers. To over come this problem these brands have to introduce

products with low prices.

The product range should be increased keeping in mind all the

segments of market with respect to fabric, look, better-fit possible and ease of

maintenance etc.

It is necessary to bring out a variety of colours than the usual.

It is required to update the trend and be creative with innovative

styles.

Some of the brands are not easily available at all the places

required by consumers so it may be required to increase the outlets.

Advertisements of the brand may be increased with added

information like price, availability, ranges, promotions etc.

Sales promotions of the products should be increased to attract

new consumers.

85



ANNEXURE

86



BIBLIOGRAPHY

1. Reports at college library.

2. Textbook, Principals of marketing By Philip kotler.

3. Textbook, Consumer behaviour by Suja R nayar.

4. Research methodology by Koopar.

5. Web site.

87



1. Do you wear jeans?

Yes No

2. Out fit:

Tailor made Readymade Both.

3. Why do you wear jeans?

Present trend ComfortReasonable price Brand image

other…

4. While buying what are all the factors you consider?

(Rank them on the basis of importance)

Price Quality Brand name Conveniencefabric look

Comfort better fit possible ease of maintenance

5. When you think of Jeans, which are the first Brands that

come to your mind? (Specify)

1…………………………. 2………………………….

3………………………….. 4…………………………..

6. Are you brand specific while buying jeans?

89



Yes No

If yes specify……………………………………

7. Why do you prefer that brand?

Better quality More convenience Fabric

Reasonable price Status symbol other

8. What provokes you to shift to other Brand?

Fall in price Modification in the productGood service Others…………………

9. Do you have knowledge of fabric?

Yes No

10. Which fabric you prefer?

Denim jeans cotton jeans

11. How many brands you tried?

2 4 6 more than 6

11. How do you know about your Brand?

Advertisements Advice of friends

90



Advice of family Advice of seller

Other….

12. Do you prefer any particular shopping center?

Yes No

13. If yes why?

Company outlet Availability of brand

Product range Reasonable price Other…..

14. You wear

Only jeans Only formal trouser

Both

16.How is the availablity of your preferred brand is

Good bad

17. Advertisements of your brand is

Good bad

18.Pricing of your brand is

Good Bad

91



19. What kind of promotions do you like?

Price discounts Gift vouchers

Buy one get one free other…

20.Are you satisfied with the product?

Yes No

21. Any advice to your brand

manufacturers…………………………………………

………………………………………………………….

27105129 a comperative analysis of consumer awareness and satisfaction with respect to branded jeans

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