perception about branded apperal final report_pratik

8/4/2019 Perception About Branded Apperal Final Report_pratik

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Report

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On

Subject:Organizational Behavior-I

Perception about

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INDEX

Sr.

no.

Particulars Page No.

1. Acknowledgement 42. Abstract 5

3. Objectives of the PresentStudy

8

4. Factors affecting attitude

towards brands

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5. Secondary data 106. Research Design 117. Methodology 138. Findings

179. Limitations 2810. Summary and conclusions 2911. Bibliography 31

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ACKNOWELDGEMENT

ANY SINGLE WORK IS A PRODUCT OF EFFORTS, GUIDANCE

AND BLESSINGS OF MANY PEOPLE. for our project this statement

is also equally true.

We would like to express our sincere gratitude to the AES Post

Graduate Institute of Business management for introducing the

project work in our curriculum.

Our sincere thanks to, director of the institute for encouraging such

projects related to our field of study and for giving us excellent

opportunity to learn from experience.

We would like to forward our sincere thanks to for providing the

necessary guidance required for the project.

Thanks one and all for helping us recognize POSSIBILITIES ARE

UNLIMITED ONLY WE NEED TO EXPLORE THEM.

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Abstract

Determining customers perception about the branded apparel is the

main theme of the survey conducted by our team. The study was

conducted using the personal survey method on respondents from

Ahmedabad, Gujarat. Sample size for our survey was 100. Utmost

care is taken to ensure that people from all age groups are taken. The

major findings of the study depict that out of the various parameters

taken into consideration, customers consider quality as the most

important parameter while opting for brands. In addition, the income

plays an important role affecting the perception.

When we see the rankings given to various parameters, we can see

an obvious pattern in most response of the respondents. Most

respondents ranked Quality as 1st (51), Durability as 2nd (26), Value for

money as 3rd (18), Comfort as 4th (20), Availability as 5th (25), Brand

Loyalty as 6th (21) and Status as 7th (17).

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The Indian Apparel Industry

The Indian apparel industry plays an important role in generating

foreign exchange reserves and creating employment opportunities.

India is the sixth largest exporter of readymade garments in the world

with apparel worth 9.7 billion dollars exported from the country in

2007-08 (Jairam, 2009). The concept of readymade garments is

relatively new for the Indians. Traditionally, Indians preferred dresses

stitched by local tailors, who had tailoring units in townships or cities

and catered exclusively to local demand. The growing fashion

consciousness during the 1980s and the convenience offered by ready-

to-wear garments were largely responsible for the development of the

branded apparel industry in India. Other factors that contributed to its

growth were greater purchasing power in the hands of the youth,

access to fashion trends outside the country and the superior quality of

fabrics. The 1990s witnessed a drastic change in the overall economic

environment of the country. Liberal trade and new investment policies

characterized the period. The effect of liberalized polices was seen in

the clothing industry as well. In 2001-02, the domestic apparel market

was estimated at Rs 431 billion, of which the readymade garments

business was estimated at Rs. 298.5 billion. The branded apparel

market accounted for Rs.90 billion of this Rs.298.5 billion market.

Indias domestic market for clothing, textiles and fashion accessories is

currently worth Rs. 113,500 crores as per the India Retail Report 2007

estimates. Nearly 19% of this market is organized. Of the total market

size of Rs. 113,500 crores, menswear takes up 32 per cent, followed

by womens wear at 29 per cent, kids wear at 13 per cent, uniforms at

8 per cent, unisex apparel at 7 per cent and non apparel fashion

accessories at 11 per cent (India Retail Report 2007). Thus, it can be

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seen that a huge chunk of the market is still dominated by unbranded

clothing and remains to be tapped by branded apparel manufacturers.

The Indian domestic and export market for textile and apparel is

expected to grow at 6.5 per cent and 12 per cent Compounded Annual

Growth Rate (CAGR), respectively. The growth in the domestic market

is driven by favorable demographic factors, rise in disposable incomes

and a shift towards branded apparel. The growth in exports is

expected because of International retailers looking at India as the best

alternative to China of sourcing of apparel. In order to successfully

exploit this potential, branded clothes manufacturers need to be

cognizant of customers evaluation of and attitude towards branded vs.

unbranded apparel. The present study primarily focuses on how

consumers evaluate branded clothes based on factors like price,

quality, comfort, etc.

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Objectives of the Present Study

The present study has been undertaken to understand the importance

customers attach to different parameters related to clothing while

making a choice of the clothes they buy and also to analyze how they

evaluate branded apparel vis--vis unbranded apparel. In particular,

the research focuses on:

1. Finding out major factors considered to be important by customers

while choosing clothes.

2. Analysing the effect of these factors on the percentage of branded

clothes the customer has in his/her wardrobe.

3. Understanding the gap in customers perception regarding branded

vs. unbranded clothes along different parameters.

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Factors affecting attitude towards brands

On the basis of the previous studies undertaken in this area, a number

of factors have been identified which affect the perception of

customers in respect of brands and consequently their evaluation.

These factors have been incorporated in the current study to understand

their effect on Indian customers choice of clothing.

Brand Awareness

When deciding between competing brands, customers may depend ontheir brand knowledge, which determines how they think and respond

to different stimuli regarding a particular brand.

Price

Price has been defined as an important factor which influences the

brand image which consumers attach to brands.

Quality Perception

Customer attitude towards brands also depends on the consumer's

perception of the overall quality of the brand.

Overall Brand Attitude

In addition to specific brand attributes, an important brandassociation is the overall brand attitude. Brand attitude is based on

certain attributes such as durability, incidence of defects,

serviceability, features, performance, or "fit and finish".

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Secondary Data

Age (in years)15-25(24.8%)

26-35(25.1%)

36-45 (25.2%) >45 (24.9%)

Gender Male (55.5%) Female (44.5%)

Income

(monthly)

30000 (23.7%)

OccupationStudent

(16.5%)

Housewife

(7.3%)

Self-

employed(20.8%)

Public

sector

employee(15.8%)

Private

sector

employee(32.3%)

Retired

(7.3%)

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Research design

This research design is Descriptive in nature. The research team is

interested in knowing about the perception of people about branded

apparel. For this purpose, the research team has conducted a survey

using the questionnaire (attached in appendix). People of different age

group was asked several questions to elicit their perception about

branded apparel i.e. why they purchase branded apparel, when they

purchase, how many times in a year, from where and so on. In our

research, we have also included the factors the factors as age, income

and occupation that affect the perception.

Age: - Age was taken as a factor affecting perception because age has

considerable affect on the brands chosen by people. Younger

generation of the people is more brand conscious and prefer branded

apparel.

Income: - Whether a person goes for branded apparel or not depends

on the income of the person as branded apparel are usually more

expensive than non branded apparel and people with low income,

many-a-times, can not afford that.

Occupation: - The occupation of a person has a major role to play in

his or her perception for branded apparel. Students, professionals and

service

Furthermore, the research team has also focused on the factors that

people consider when they opt for branded apparel such as quality,

value for money, durability and so on.

Based on the responses the research team obtained, the data has

been segregated and presented in form of tables and graphs/charts

and conclusions are drawn on the basis of analysis done.

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Only primary data is used for analysis and is compared with

secondary data found on web. The secondary data was from a

research done in Northern part of India. So this data can be used for

comparing perception difference between people of northern and

western part of India.

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Methodology

Methodology used to prepare this project report includes the

following steps.

1. Preparing the questionnaire,

2. Collection of Primary data by interview method,

For the purpose of our study, the research team has done a

sample survey of 100 respondents. Direct interview was

preferred by research team to ensure that data are collected from

people of different age and income groups (stratified random

sampling) and to get desired response.

3. Tabulation of the data collected,

4. Analyzing and interpreting the data with the use of graphs and

charts.

5. Reaching to the Final Conclusion.

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Sample Questionnaire

QUESTIONNAIRE FOR THE SURVEY OF THEPERCEPTION ABOUT BRANDED APPAREL AMONG

PEOPLE

NAME:

AGE: 15 TO 25 YEARS

25 TO 40 YEARS

45 TO 60 YEARS

ABOVE 60 YEARS

INCOME (PER ANNUM): BELOW 150,000

150,000 TO 400,000

400,000 TO 10,00,000

10,00,000 TO 25,00,000

ABOVE 25,00,000

OCCUPATION: STUDENT

PROFESSIONAL

SERVICE BUSINESS

HOME MAKER

RETIRED

DO YOU PURCHASE BRANDED APPAREL? YES

NO

IF YES, CONTINUE OR ELSE GO TO SECTION B

WHICH BRANDS DO YOU MOST COMMONLY BUY?

ALLEN SOLLY

ARROW

DIESEL

FRANK JEFFERSON

GLOBUS

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INDIGO NATION

INDIAN TERRAIN

JOHN PLAYERS

JOHN MILLER

KOUTONS

LEE LEE COOPER

LEVIS

LOUIS PHILLIPE

PEPE

PETER ENGLAND

PROVOGUE

RAYMONDS

REID N TAYLOR

SPYKAR

VAN HEUSEN

WRANGLER

ANY OTHER _______________

HOW DID YOU GET TO KNOW ABOUT THE CURRENT BRAND(S)

THAT YOU PURCHASE? WORD OF MOUTH

ADVERTISEMENT

PERSONAL EXPERIENCE

DO YOU TRY A NEW BRAND LAUNCHED IN THE MARKET? YES

NO

RANK YOUR PREFERENCE FOR THE CRITERIA WHILE

PURCHASING A BRAND QUALITY

DURABILITY

STATUS

COMFORT

BRAND LOYALTY VALUE FOR MONEY

AVAILABILITY

DO YOU STICK TO ANY PARTICULAR BRAND? YES

NO

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WHEN DO YOU NORMALLY PURCHASE? DURING SALES

OFF SALE SEASONS

BOTH

HOW OFTEN DO YOU PURCHASE DURING OFF SALE SEASONS? ONCE IN A YEAR

ONCE IN 6 MONTHS

ONCE IN 3 MONTHS

ONCE IN A MONTH

NEVER

WHERE DO YOU PREFER TO PURCHASE THE APPAREL FROM? EXCLUSIVE SHOWROOMS

FACTORY OUTLETS

BOTH

HOW SATISFIED ARE YOU WITH YOUR BRAND? VERY SATISFIED

SATISFIED

NOT SO SATISFIED

NOT AT ALL SATISFIED

DO YOU PURCHASE NON- BRANDED APPAREL AT ALL? YES

NO

WHY DONT YOU PREFER BRANDED APPAREL? EXPENSIVE

AVAILABILITY OF OTHER OPTIONS

VARIETY

ANY OTHER ___________________

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Age of Respondent

25-40

30%

40-60

25%

60 AND A BOV

15%

15-25

30%

15-25 25-40 40-60 60 AND ABOVE

Findings

Personal details of the Respondents

Age

Table

Figure

Of all the respondents who buy branded apparel majority of them were

youngsters in the age brackets of 15 to 25 years and 25 to 40 years.

AGE ( inYears)

Number ofrespondents

15-25 3025-40 3040-60 25

60 AND ABOVE 15

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Income of the respondents:

Table

Income (in

Lakhs)

No. of

respondents

< 1.5 32

1.5 to 4 39

4 to 10 19

10 to 25 8

> 25 2

Figure

32

39

19

8

2

0

5

10

15

20

25

30

35

40

No. of

respondents

< 1. 5 1.5 t o 4 4 to 10 10 t o 25 > 25

Income Group

Income of respondent

No. of respondents

Of the respondents who buy branded apparel majority of them belong

to the income group of 10 to 25 Lakhs per annum.

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Occupation

Occupation No. of respondents

Student 27

Professional 19

Service 27

Business Person 13

Home Maker 12

Retired 2

Figure

A majority of students and service oriented people prefer branded

apparel, followed by professionals and business class people.

Occupation of Respondents

Student

27%

Professional

9%

Service

27%

Business Person

23%

Home Maker

12%

Retired

2%

Student

Professional

Service

Business Person

Home Maker

Retired

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Preference for branded clothes:

People who prefer Brandedclothes 107Number of people whodont prefer Brandedclothes 18

TOTAL Respondents 125

YES

NO

We had conducted the survey of 125 people. Out of that 107 people

purchase branded apparel and 18 do not purchase branded apparel.

This shows a growing trend among people opting for branded apparel.

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Preference for different brands

The table below indicates the number of people preferring differentbrands.

Table

Brand Name

Positive

response

Brand

Name

Positive

response

ALLEN SOLLY 14 KOUTONS 26ARROW 15 LEE 36

DIESEL 20LEECOOPER 21

FRANKJAFFERSON 2 LEVIS' 42

GLOBUS 10

LOUIS

PHILLIPE 10INDIGO NATION 0 PEPE 29

INDIAN TERRAIN 3PETERENGLAND 15

JOHN PLAYERS 15PROVOGUE 21

JOHN MILLER 9RAYMONDS 22

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Figure

Brand Preference

14

15

20

2

10

0

3

9

26

36

21

42

10

29

15

21

22

4

35

18

25

21

15

Positive

response

No of responses

ANYOTHER

WRANGLER

VAN HEUSEN

SPYKAR

REID N TAYLOR

RAYMONDS

PROVOGUE

PETER ENGLAND

PEPE

LOUIS PHILLIPE

LEVIS'

LEE COOPER

LEE

KOUTONS

JOHN MILLER

JOHN PLAYERS

INDIAN TERRAIN

INDIGO NATION

GLOBUS

FRANK JAFFERSON

DIESEL

ARROW

ALLEN SOLLY

According to this graph we can see that people prefer buying different brands

and do not stick to any particular brand. Hence most of the people do not

stick to any specific brand.

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Rankings given to the parameters for preferring

branded apparel:

Table

RANKS QUALITY DURABILITY STATUS COMFORT

BRAND

LOYALTY

VALUEFOR

MONEY

AVAILA-

BILITY

1 51 3 2 35 4 5 0

2 25 26 5 24 8 9 2

3 12 20 17 13 9 18 11

4 4 25 17 20 9 13 12

5 1 18 15 7 19 15 25

6 0 5 19 5 21 28 22

7 0 5 17 4 23 18 33

Figure

C H O IC E O F F P

0

1 0

2 0

3 0

4 0

5 0

6 0

1 2 3 4 5 6 7

R A N K S G I V E N T O F E

PRESPONDENT'S

PREF

ERENCE

Q U A L ITY

D U R A B IL IT Y

S TA T U S

C O M F O R TB R A N D L O YA L

V A L U E F O R M

A V A IL A B IL IT Y

When we see the rankings given to various parameters, we can see an

obvious pattern in most response of the respondents. Most

respondents ranked Quality as 1st (51),Durability as 2nd (26),

Value formoney as 3rd (18).

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Frequency of purchasing the branded apparel:

Frequency Response

once in a year 29

once in 6 months 26

once in 3 months 31

once in a month 14

Frequency of Purchase

once in a year

29%

once in 6 months

26%

once in 3 months

31%

once in a month

14%

o

o

o

o

When asked how frequently they purchase during off sale seasons

31 people purchased once in 3 months, 29 people purchased once in a

year and 26 people purchased once in 6 months.

Thisshows that there are no fixed patterns among people to purchase

during off sale seasons.

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Sales, Off-sales and Bot

Sales

18%

Off-Sales

28%

Both

54%

Sales

Off-Sales

Both

Purchasing branded apparel during Sale / Off-Sale

Season:

Figure

People do not have any criteria for purchasing the branded apparel

particularly during sale period. They purchase both during sales and

off sale seasons.

Sales Off-Sales Both

18 28 54

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Frequency of purchase during Off-Sale season:

In Ahmedabad, people generally purchase even during Off-Sale

season. And the frequency of purchasing during Off-sale is once in 6

months. 40% of the respondents purchase even during Off-sale

season.

The chart below shows how frequently people purchase during Off-sale

Season.

Figure

Frequency of Purchase

during off-sales

once in a year

34%

once in 6 months

40%

once in 3 months

16%

once in a month

10%

once in a year

once in 6 months

once in 3 months

once in a month

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This table shows the complete details of the

factors included in the survey.

Age (in

years)

15-25(30%)

24-40(30%)

40-60(25 %)

>60(15%)

Gender Male (56%) Female (44%)

Income

(monthly)

2500000

OccupationStudent(27%)

Professionals(9%)

Service(27%)

Businessperson(23%)

Home-maker(12%)

Retired(2%)

Purchasing

during off-sales

Once ina year(29%)

Once in 6-months(26%)

Oncein 3-

months(31%)

Once ina month(14%)

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Limitations of the study

1. The scope of this study is limited to a specific geographical area-

Ahmedabad (western part of India only). The results and

findings of the study are thus limited in their ability to be

projected to the entire state.

2. There is no denying the fact that because of socioeconomic and

cultural differences, there is a variation in perceptions of people

and it is difficult to incorporate in our study.

3. In addition, the time was too less to cover entire city and

understand the perception of people from different region within

the same city, thus limiting the number of respondents.

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Summary and conclusions

Understanding perception about people from different age group

requires is very important from the view point of Apparel Industry.

Firms in apparel industry need to understand the demographic

characteristics to market heir product such as, age, income,

preference, occupation etc.

The Indian apparel industry is growing by leaps and bounds. Though

highly lucrative, there is stiff competition in the market with branded

manufacturers vying for a share of the pie. The findings of the present

study provide important insights to all clothes manufactures in India

(both branded and unbranded) to increase their foothold and

successfully compete in the Indian apparel market. Understanding

customers in terms of what they expect/associate with a brand is quite

important from the side of branded players. Customer loyalty has

become a very fickle term in todays highly competitive and volatile

market. Customers may prefer one brand over another if they perceive

the brand as having high value (quality) and matching with their self-

image (durability) more closely.

The findings of the study clearly bring forth the importance of quality

as an attribute in influencing customers choice of clothes, whether

branded. Thus, if quality is concentrated upon by companies, it can go

a long way in bringing the apparel of that company into the choice set

of customers.

All the parameters that are ranked by the respondents can be useful

for the companies while deciding about the target group of customers.

People, as per the survey, opt for the banded apparel on the basis of

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their perception about brand(s). For some respondents, what matters

in the brand is quality; for other set of respondents, its durability; still

for other, its comfort that branded apparel offers compared to

unbranded apparel.

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Bibliography

Thesis on UNDERSTANDING CUSTOMERS PERCEPTION

AND EVALUATION OF BRANDED APPAREL

By

Dr. Reeti AgarwalFaculty, Jaipuria Institute of Management, Uttar Pradesh

Dr. Ankit MehrotraFaculty, Jaipuria Institute of Management, Uttar Pradesh

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