final project on brands (1)

8/19/2019 final project on brands (1)............................................................

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LAL BAHADUR SHASTRI INSTITUTE OF

MANAGEMENT &TECHNOLOGY BAREILLY

Customer Preferences

towards dierent Brands of Apparels

Submitted to: Submitted by :

Ms. Upasana Gupta Abhinandan malhotra

Assistant Professor PGDM (201!1"#


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CONTENTS

1. A$%&')*DG*M*&+

2. P,*-A$*

. */*$U+* SUMMA,

. A3'U+ 3,A&DS

4. $'&SUM*, MA,%*+S '- APPA,*)S

". *&,'&M*&+ '- APPA,*)S & &DA

5. U&D*,S+A&D&G 3U&G PA++*,& '- $'&SUM*,S &

&DA

6. $'&SUM*, P,*-*,*&$* '- APPA,*)S '- 3,A&DS

7. ,*S*A,$8 M*+8'D')'G

10.,*S*A,$8 '39*$+*

11.DA+A A&A)SS A&D -&D&GS

12.$'&$)US'&

1.)M+A+'&S

1.33)'G,AP8


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14.A&&*/U,*

ACKNOWLEDGEMENT

+his proe;t ;onsumed hu? resear;h and dedi;ation. Still?

implementation =ould not ha@e been possible if did not ha@e a support of

many indi@iduals and ore to eBtend my

sin;ere ful to MS. UPASANA KANCHAN for his support and

for pro@idin< ne;essary e to eBpress my sin;ere than>s to=ards @olunteer resear;hers =ho

de@oted their time and >no=led


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PREFACE

+he proe;t is based on C#$!%" P"'"n( T)a"d$ Di''"n! B"and$

' a**a"l$ the main moti@e of proe;t report =as to enhan;e my eBpertise

>no=led


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E+(#!i, $#%%a"-

“Consumers are evolving entities. Their aspirations & expectations arecontinuously changing. Today’s shoppers are more intelligent, discerning

& tuned to their individual preference. They are increasingly fashion and brand conscious and select labels which define who they are or who they want to be. The biggest challenge for all the brands is to create loyal consumer who

love them.” !hopper’s !top "td #

ndia represents an e;onomi; opportunity on a massi@e s;ale? both as a et. ndian ;onsumer mar>ets are ;han


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3rands build ;ustomer loyalty by deli@erin< eB;ellent @alue no matter the pri;e point!hi


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+odays


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BRANDS


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“$uilding a strong brand re%uires careful planning and a great deal oflong term investment. t the heart of great brand is a great product orservice bac'ed by creatively designed and executed mar'eting” (otler& (eller

B"and a;;ordin< to (Ameri;an Mar>etin< Asso;iation# is H A name? term?si


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-rom this ne= trend? =ith so;ial and e;onomi; impli;ation? emer


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media ;hannels that allo= ;ompanies to ;ommuni;ate =ith ;onsumers areets are uniCue. ndia has‟ %" **l li,in0 in*,"!- than any other ;ountry. ts population is less urbanied than almoste@ery other ;omparable e;onomy. "iteracy rates are lower than in mostAsian ;ompetitors and in;ome is less =ell distributed a;ross the =hole

population than in most Asian ;ompetitors.

+he %a"/! i$ al$ hi0hl- "0inal. A pat;h=or> of ;ultures and lan


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'ret? iseBpe;ted to


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)o;al hypermar>et retailers are mo@in< a


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+he ;lothin< se


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India ha$ n ' !h -#n0$! **#la!in$ in !h )"ld )i!h 8:6 ' !h**#la!in bl) !h a0 ' >8. Dis;retionary spendin< has seen a 1"K risefor the urban upper and middle ;lasses and the number of hi


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Cn$#%" P"'"n( '" a**a"l b"and$

ndia de@otes rou


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Cl!hin0 i$ !h $(nd la"0$! $0%n! in !"%$ ' "!ail $al$.

RESEARCH METHODOLOGY


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RESEARCH DESIGN? Dependin< upon the obe;ti@es of the resear;h the

most suitable mar>etin< resear;h desi


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OBECTI=ES

1 .+o find out ;onsumer preferen;e =ith respe;t to brands =ith the help of

primary data.

2. +o understand the buyin< pattern of the ;onsumers.

. -a;tors? =hi;h help in in;reasin< the sale of apparel.

. +o find out ;onsumer a=areness about different apparel brands.


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DATA ANALYSIS

7 D -# b#- nl- b"andd *"d#(!$

0

10

20

30

40

50

60

COCLUSION 24K of ;ustomers buyin< only branded produ;ts and mostly (40K#

of ;ustomer buy branded produ;ts =hen they needed the Cuality preferable.


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> A" -# *"i( $n$i!i, (n$#%"

Yes; 86%

No; 14%

Are you price sensitive consumer?

CONCLUSION 6"K of ;ustomer are pri;e sensiti@e =hereas 1K are not.


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5 Whi(h b"and d -# *"'" in a**a"l$

Nike Puma UCB Madame Woodland

0

5

10

15

20

25

30

CONCLUSION 26K of the ;ustomer prefer U$3 the most fa@orable or preferred

brand and after that Madame(2"K#? oodland =ith (24K#? &i>e (17K# and 12K for

Puma.


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:Wh- d -# *"'" !h$ b"and$

Cateo!" 1 #a!iet" $ualit" P!omotion &aila'ilit"

0

5

10

15

20

25

30

35

CONCLUSION As per the sur@ey 14K prefer brands for pri;e? 0K for @ariety?

2K the most preferred ;riteria is Cuality of the produ;t and 12K and 11K for

promotion and a@ailability respe;ti@ely.


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8 D -# !hin/ !h b"and )hi(h -# a" #$in0 i$ ,al# '" %n-

Yes NoCan(t sa"

0

10

20

30

40

50

60

CONCLUSION 42K of ;ustomer thoue any ;omment on it.


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F"% )h" -# *"'" ! b#- -#" b"andd a**a"l$

3)%

21%

35%

5%

Prefered place for buying

Malls

*etail

+nline

+t,e!s

CONCLUSION 7K people preferred malls the best pla;e for buyin< branded

apparels =hereas 4K is happy =ith online shoppin


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Yes No Can(t sa"

0

10

20

30

40

50

60

CONCLUSION 42K ;ustomer done their shoppin< from the same brand and 6K

prefer other brands also. 06K peoples are doin< shoppin< from different and lo;al

brand.

Will -# "(%%nd !h b"andd a**a"l$ ! !h"


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Yes; -2%

No; 28%

Recommand the brand to others?

CONCLUSION 52K people re;ommend other peoples to buy branded apparels

=hereas 26K dont do this.

D$ a (lb"i!- nd"$%n! in'l#n( -#" b"and $l(!in


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%!ee .ome/,at %!ee ndie!ent .ome/,at isa!ee isa!ee0

5

10

15

20

25

30

35

40

45

Celebrity endorsement inuence for brand selection

$'&$)US'&! 26K ;ustomers are a


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B!and P!ie $ualit" esin m'iene o sto!e

0

5

10

15

20

25

30

35

40

45

CONCLUSION 0K ;ustomers attribute desi


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1. People =ear branded ;lothes to loo> attra;ti@e and to impress people.2. Pri;e of branded ;lothes is not a bi< issue for people. People prefer

branded ;lothes o@er non!branded re


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1. +he duration of sur@ey and its


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+he preferen;e of ;onsumers for readymade outfits e@en for branded apparels is

fast ;han


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Wb $#"(

o ))).00l.(%

ANN!"R

http://www.google.com/http://www.google.com/


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1. Do you buy only branded produ;ts O

• es al=ays

• &e@er

• 'nly =hen Cuality is important

• ,arely

2! Are you pri;e sensiti@e ;onsumer O

• es

• &o

! =hy brand do you prefer in apparelsO

• &i>e• Puma

• U;b

• Madame

• oodland

!=hy do you prefer these brandsO

• Pri;e

•

ariety•Nuality

• Promotion

•A@ailability

4! Do you thin> the brand =hi;h you are usin< is @alue for moneyO

• es

• &o

• $ant say

"! -rom =here you prefer to buy your branded apparelsO

• Malls

• ,etail outlets

• 'nline


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• 'thers

5! Do you sti;> to shoppin< add the same branded ;ompany of apparelsO

• es• &o

• $ant say

6! ill you re;ommend the branded apparels to otherO

• es

• &o

7! Does a ;elebrity endorsement influen;e your brand sele;tionO•A

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