marketing project on levis and benetton comparision,

7/25/2019 Marketing project on Levis and benetton comparision,

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A Comparative Study of preference and perception about

Benetton and Levis clothing among College Student's in

Bangalore area.

Jobin Joseph

Rg. No: 12JJCMA049

Kristu Jayanti College



Objectives of the study:

• Comparison beteen !enetton an" #e$i%s.

•

A&&essing the strength o' the bran" e(uity.• Core loyalty.

• )ro'iling bran" users.

• !ran" image onership.

eed and scope of the study:

*his stu"y ill be a "es&ripti$e one e+ploring mar,eting management

&on&epts o' &onsumer beha$iour- &ustomer per&eptions- en$ironmental 'a&tors

in'luen&ing &onsumer per&eptions et&. *his stu"y ill e+plore the buying

beha$iour o' the &ollege stu"ents o' !angalore area.



Limitations of the study:

• ue to the la&, o' aareness o' some respon"ents- e"u&ational ba&,groun"

an" en$ironmental 'a&tors- the respon"ents ere unable to share their

$ies.

• /in&e the respon"ents ere as,e" to 'ill the (uestionnaire "uring their busy

a&a"emi& s&he"ule- many stu"ents 'ille" it ith urgen&y- gi$ing them little

time to thin, o$er an" anser the (uestionnaire.

• *he stu"y limite" to the &ollages o' !angalore.

• *he resear&her &oul" &onta&t only limite" number o' respon"ents.

• *he sur$ey is also sube&t to the errors o' measurement impli&it in

(uanti'ying attitu"es- abilities- beha$ior an" other personal traits.

!evie" of Literature:!el&h an" !el&h "e'ine :

&onsumer beha$iour as the pro&ess an" a&ti$ities people engage in hen

sear&hing 'or- sele&ting- pur&hasing- using- e$aluating- an" "isposing o'

pro"u&ts an" ser$i&es so as to satis'y their nee"s an" "esires.



Sampling method:

• /ample /ie 3 90

•

/ample nit 3 /tu"ents• Area Co$ere" 3 !angalore

• /ampling )ro&e"ure 3 Ran"om /ampling

• ata Colle&tion Metho" 3/ur$ey

• Resear&h 5nstrument 36uestionnaire

• *ype o' 6uestionnaire 3/tru&ture"

• Metho" o' /ur$ey 3 /ample /ur$ey using 7oogle "ri$e

• *ype o' /ampling 3 Ju"gement /ampling



Sources of data:

#rimary source of data :

)rimary "ata as gathere" by &onsulting an" 'illing up (uestionnaire by

stu"ents 'rom $arious &ollages o' !angalore.Secondary source of data:

/e&on"ary "ata ere &olle&te" 'or the preparation o' the proe&t report- e+ternal

"ata as generate" 'rom magaines- resear&h boo,s an" internet 8ebsites.

$ypothesis:

$O% A&&epting the alternate hypothesis

$&;Ree&ting the null hypothesis

Statistical tools applied:

• Chi s(uare an" Cross tables

• /)//

• Constru&tion o' tables relating to "ata &olle&tion



nference:

• <rom the abo$e non3parametri& test that has been &on"u&te" e &an &learly

see that the p $alue in the &hi3s(uare test is =0.0> hen&e a&&ept Null

?ypothesis 8?0 an" ree&t Alternate ?ypothesis 8?1.5t &learly shos the bran" pre'eren&e is $ery 'rom gen"er to gen"er.

• <rom the abo$e non3parametri& test that has been &on"u&te" e &an &learly

see that the p $alue in the &hi3s(uare test is =0.0> hen&e a&&ept Alternate

?ypothesis 8?1.An" ree&t Null ?ypothesis 8?0 . /o e &oul" say thatthe &onsumers bran" pre'eren&e is "epen"ent on the $arious 'a&tors li,e

(uality- 'itness- "esign an" pri&e.



(indings:

• #e$i%s an" !enetton bran"s ha$e a goo" bran" image in the e+isting

mar,et.

• #e$i%s bran" ha$e more popularity hile &ompare ith !enetton bran".

•

)eople are mostly pre'erre" to buy #e$i%s- &ompare ith !enetton bran".• Many people pre'er buying bran"e" &lothes hi&h is a sign o' &onsumer

&hanging per&eption toar"s bran"e" &lothes 'rom unbran"e" &lothing.

• !ran" image o' the &ompany in'luen&es the bran" pre'eren&e.

• )eople are most li,ely to re&ommen" their pre'erre" bran" to other.

• @outh &onsumers are more bran" &ons&ious mostly stu"ents an" young pro'essionals.



Suggestions:

• #e$i%s &ompany must in&rease its range o' pro"u&ts.

• !oth the Company must ma,es strategies 'or suburban mar,et.

• !oth the &ompany ha$e to or, in inno$ation o' pro"u&t.

• *hey nee" to &ome up ith more "is&ounts an" eye &at&hing o''ers an"

a"$ertising &on&ept to &apture the &lothing mar,et in &hanging 'ashion

s&enario o' 5n"ian 'ashion in"ustry.• *hough urban mar,et 'or the bran"e" &lothes is $ery mu&h goo" an"

groing &ompanies nee" to 'o&us their business to other untappe" mar,et

o' small tons an" &reate bran" &ons&iousness.

• !enetton ha$e to in&rease its or" o' mouth &ommuni&ation- be&ause their

pro"u&t aareness is less hile &ompare ith #e$i%s.



Conclusions:

• 5n "e'ining the target segments- hat e ha$e "one is to &o$er the me"ium to high

potential &onsumers that international an" national bran"s &an target in the 5n"ian &onte+t.e ha$e parallel mappe" these segment $alues ith those o' some bran"s that ha$e seen

su&&ess in the 5n"ian mar,et. e also too, a step 'orar" an" s&anne" the international

mar,et 'or bran"s that &oul" possibly 'in" 'ooting in 5n"ia. 5n "oing so- e able to $ali"ate

our $alue 'in"ings ith potential 'ashion bran"s. *he tren"s that e ha$e aligne" ith the

segments are the strongest that stoo" out in the 5n"ian 'ashion multipli&ity. An" as state" be'ore- they e&ho the &ultural an" so&io e&onomi& aspe&ts o' a ne 5n"ia- are in'luen&e" by

global "e$elopments in 'ashion an" o' &ourse- re'le&t a re$i$al o' age3ol" intri&ate

te&hni(ues. *hese tren"s mainly &on&ern the urban an" semi3urban &ro". Ma&ro tren"s

li,e haute melt"on- "ire&t 'allout o' the e&onomi& gloom- are more transient in nature.

• <ashion in 5n"ia is at the threshol" o' a ne era. )eople are be&oming mere bran"

&ons&ious ith the in&rease in in&ome le$el. !ran"s an" in"i$i"uals oul" "o ell to

un"erstan" the 'iner aspe&ts o' the s&enario- an" $enture out to &apitalie on the

opportunities.

marketing project on levis and benetton comparision,

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