INTRODUCTION

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 INTRODUCTION

The enormous retail boom in India has given space to many companies who have

mushroomed out to benefit from this retail boom, which is nothing but a structured format of

the unorganized retail business which is being done in India from ages.

Many stores have come up with exquisite interiors, state of the art infrastructure and the best

possible brands to the customer which has led to the growth of mall culture in India. The

stores try and attract customers by providing them with such services and plethora of options

in brands in different categories so that they can retail customers for long and make them

loyal towards their retail stores.

The retail business is booming in India and there has been remarkable shift in the buying

behavior of the people from traditional stores to these departmental stores. It becomes important

for the marketers to understand these relationships for successful design and execution of retail

strategies.

Retailing consists of the sale of goods or merchandise from a fixed location, such as

a department store ,shopping mall etc .The retailerbuys goods or products in large quantities

from manufacturers either directly or through a wholesaler, and then sells smaller quantities

to the end-user. Retail establishments are often called shops or stores. Retailers are at the

end of the supply chain. Manufacturing marketers see the process of retailing as a necessary

part of their overall distribution strategy.

In the retail outlet various type of good and service are provide to the customer but all the

goods and services are generally homogenous in nature through all the other retail outlets .

Product and services of every company are available in every retail outlet. It is also find that

many customer only used to shopping in own decided outlet rather from every outlets even

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there is homogenous among the product and service offer by the every retail outlet .So This

put the question in the mind of the every retailer that is there is any gap between what

customer expected from retailers and what retailer provides to customer during shopping.

No two customers have the identical likes and preferences. Delivery value and narrowing

down the zone of tolerance is a tightrope walk for marketer in organized retail sector.

Especially in market like India the challenges is formidable because organizations need to

cater to a wide and diverse group of customers .Thus building equity and generating

volumes in such complex market tapers down to the function of managing customer

expectation.

But in many case retailers are not aware of what their customer expect. Hence they are

unable to deliver the right value to the right customer and satisfy them .Especially in this

competitive scenario where the customer are well informed, commanding and demanding at

the same time it has become imperative for the organization to be updated on the

“WHAT”,”WHY”and “HOW” of each and every customer. This calls for empathizing with

the customer by indulging into their priorities and decision making.

Even in the case of a product as simple as beauty soap, customer have versatile expectations

like, good packaging fragrance, herbal or medical benefit, glowing skin etc. and all this at an

affordable price. A daunting task but companies have no option but to offer the expected

value, that too by keeping the operating costs low.

Following general expectations of a typical customer

 Value of Money

 Availability and location

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  Service expectations

 Quality in Product

 Need based solution

So in other to deliver the value, Retail outlets in addition to providing products and services,

need to cater for a wide range of motives. The various determinants of retail outlet

preference include cleanliness, well-stocked shelves, and range of products, helpful staff,

disabled access, wide aisles, car parking, multiple billing points and environmentally

friendly goods. These differing motives arise as retailers cater to different types of shoppers

who include economic consumers (concern with value), personalized consumers (concern

with relationships), recreational shoppers (shopping as a leisure activity) and apathetic

consumers (who dislike shopping). Retailers have to satisfy budding customers, older

consumers as well as time crunched individuals whose motives all tend to be conflicting as

well as different. Retailers need to establish a good image to prevent customers from

shopping around. They must cater to shoppers need for pleasure and practicality.

If expressed as a calculation, customer satisfaction might look something like this:

Customer expectations = Companies Performance/ Companies Satisfaction

Retailing is the interface between the producer and the individual consumer buying for

personal consumption. This excludes direct interface between the manufacturer and

institutional buyers such as the government and other bulk customers. A retailer is one who

stocks the producer’s goods and is involved in the act of selling it to the individual

consumer, at a margin of profit. As such, retailing is the last link that connects the individual

consumer with the manufacturing and distribution chain.

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Retail has played a major role world over in increasing productivity across a wide range of

consumer goods and services .The impact can be best seen in countries like U.S.A., U.K.,

Mexico, Thailand and more recently China. Economies of countries like Singapore,

Malaysia, Hong Kong, Sri Lanka and Dubai are also heavily assisted by the retail sector.

Top Retailers Worldwide: Rank Retailer Home Country

1. Wal-Mart Stores, Inc. U.S.A.

2. Carrefour Group France

3. The Kroger Co. U.S.A.

4. The Home Depot, Inc. U.S.A.

5. Metro Germany

The retail industry in India is of late often being hailed as one of the sunrise sectors in the

economy. AT Kearney, the well-known international management consultancy, recently

identified India as the ‘second most attractive retail destination’ globally from among thirty

emergent markets. It has made India the cause of a good deal of excitement and the cynosure

of many foreign eyes. With a contribution of 14% to the national GDP and employing 7% of

the total workforce (only agriculture employs more) in the country, the retail industry is

definitely one of the pillars of the Indian economy.

Retail sales in India amounted to about Rs.7400 billion in 2002, expanded at an average

annual rate of 7% during 1999-2002. With the upturn in economic growth during 2003,

retail sales are also expected to expand at a higher pace of nearly 10%. Across the country,

retail sales in real terms are predicted to rise more rapidly than consumer expenditure during

2003-08. The forecast growth in real retail sales during 2003- 2008 is 8.3% per year,

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compared with 7.1% for consumer expenditure. Modernization of the Indian retail sector

will be reflected in rapid growth in sales of supermarkets, departmental stores and hyper

marts. Sales from these large-format stores are to expand at growth rates ranging from 24%

to 49% per year during 2003-2008, according to a latest report by Euro monitor

International, a leading provider of global consumer-market intelligence.

The Indian retail sector is estimated to have a market size of about $ 180 billion; but the

organized sector represents only 2% share of this market. Most of the organized retailing in

the country has just started recently, and has been concentrated mainly in the metro cities.

India is the last large Asian economy to liberalize its retail sector. In Thailand, more than

40% of all consumer goods are sold through the super markets and departmental stores. A

similar phenomenon has swept through all other Asian countries. Organized retailing in

India has a huge scope because of the vast market and the growing consciousness of the

consumer about product quality and services. A study conducted by Fitch, expects the

organized retail industry to continue to grow rapidly, especially through increased levels of

penetration in larger towns and metros and also as it begins to spread to smaller cities and B

class towns. Fuelling this growth is the growth in development of the retail-specific

properties and malls. According to the estimates available with Fitch, close to 25mn sq. ft. of

retail space is being developed and will be available for occupation over the next 36-48

months. Fitch expects organized retail to capture 15%-20% market share by 2010. A

McKinsey report on India says organized retailing would increase the efficiency and

productivity of entire gamut of economic activities, and would help in achieving higher

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GDP growth. At 6%, the share of employment of retail in India is low, even when compared

to Brazil (14%), and Poland (12%).

Malls in India

Over the last 2-3 years, the Indian consumer market has seen a significant growth in the

number of modern-day shopping centers, popularly known as ‘malls’. There is an increased

demand for quality retail space from a varied segment of large-format retailers and brands,

which include food and apparel chains, consumer durables and multiplex operators.

Shopping-centre development has attracted real-estate developers and corporate houses

across cities in India. As a result, from just 3 malls in 2000, India is all set to have over 220

malls by 2005. Today, the expected demand for quality retail space in 2006 is estimated to

be around 40 million square feet. While previously it was the large, organized retailers –with

their modern, up-market outlets, and direct consumer interface- who had been a key factor

driving the growth of organized retail in the country, now it is the malls which are playing

the role.

Challenges of Retailing in India

Retailing as an industry in India has still a long way to go. To become a truly flourishing

industry, retailing needs to cross the following hurdles:

• Automatic approval is not allowed for foreign investment in retail.

• Regulations restricting real estate purchases, and cumbersome local laws.

• Taxation, which favors small retail businesses.

• Absence of developed supply chain and integrated IT management.

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 • Lack of trained work force.

• Low skill level for retailing management.

• Intrinsic complexity of retailing – rapid price changes, constant threat of product

obsolescence and low margins.

The retailers in India have to learn both the art and science of retailing by closely following:

How retailers in other parts of the world are organizing, managing, and coping up with new

challenges in an ever-changing marketplace. Indian retailers must use innovative retail

formats to enhance shopping experience, and try to understand the regional variations in

consumer attitudes to retailing.

Retail marketing efforts have to improve in the country - advertising, promotions, and

campaigns to attract customers; building loyalty by identifying regular shoppers and offering

benefits to them; efficiently managing high-value customers; and monitoring customer

needs constantly, are some of the aspects which Indian retailers need to focus upon on a

more pro-active basis.

Despite the presence of the basic ingredients required for growth of the retail industry in

India, it still faces substantial hurdles that will retard and inhibit its growth in the future.

One of the key impediments is the lack of FDI status. This has largely limited capital

investments in supply chain infrastructure, which is a key for development and growth of

food retailing and has also constrained access to world-class retail practices.

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COMPANY
PROFILE

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 COMPANY PROFILE

ALLEN SOLLY-
An initiative of Madura Fashion & Lifestyle, a division of Aditya Birla Fashion and Lifestyle is India’s largest and

fastest growing branded apparel companies and a premium lifestyle player in the retail sector. After consolidating its

market leadership with its own brands, it introduced premier international labels, enabling Indian consumers to buy

the most prestigious global fashionwear and accessories within the country.

The company’s brand portfolio includes product lines that range from affordable and mass-market to luxurious,

high-end style and cater to every age group, from children and youth to men and women. Madura Fashion &

Lifestyle is defined by its brands — Louis Philippe, Van Heusen, Allen Solly, Peter England — that personify

style, attitude, luxury and comfort.

It also includes India's first fast-fashion youth brand, People; India’s largest fully integrated fashion multi-brand

outlet chain, Planet Fashion; India's largest premium international brand retailer, The Collective and the British

fashion icon, Hackett London's mono-brand retail in India.

ABFRL has acquired exclusive online and offline rights to market the global brand – ‘Forever 21’ and its existing

store network, in the fast-fashion segment in India.

To expand its international portfolio, ABFRL entered into exclusive partnerships with two of UK’s most successful

fashion brands, ‘Simon Carter’ and `Ted Baker’.

ABFRL hosts India's largest fashion network which includes 2,700+ ABFRL brand outlets, a footprint of 7.5 million

sq. ft. of retail space across 750+ cities and towns, It has ~30 million Loyalty Members as of 31st March 2019.

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 INDIAN READYMADE GARMENTS
BRANDS-

COMPANY PROFILE:
PETER ENGLAND –

Peter England was founded in 1889, Londonderry, Ireland to provide British soldiers with fine
Khaki trousers during the Boer War. More than a century later, Peter England made its foray into
the Indian market in 1997.
The brand was acquired by Aditya Birla Group in 2000 and quickly went on to become India’s
Leading Menswear Brand. The brand was listed in top 5 most trusted brands in apparel category
for 7 consecutive years. And keeping in sync with the youth, Peter England offers apparel that
cater to every fashion occasion of a young professional’s life
With a staunch belief in authenticity, Peter England has become one of the most trusted and
responsible international brands, providing unmatched value to young Indian men. With a strong
foothold in formal and causal menswear segments, Peter England also offers innovative
collections in denims, linen, festive wear, Indies kurtas, accessories, and more.

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FLYING MACHINE –

Flying Machine was founded in 1980 by Arvind Lifestyle Brand Ltd.

It is India’s first homegrown de3nim brand which completely an Indian apparel brand.

India's first home bred denim brand. Launched in 1980, “Authentic details, original graphics, first in
class urban innovation, true Italian styling. Flying Machine combines the best of both worlds to
present the young, bold and deadly [Link] out a new line of apparel and concept stores
spread across the North South and West of India.
Flying Machine also recognized the need to keep pace with the rapid changes in India with the new
store design, an international collaboration of Italian style, Indian craftsmanship had come together
to launch a new urban youth fashion store 'Flying Machine' in India, designed by JHP - London.
Flying Machine aim to showcase 'eclectic fusions of Indo-Italian style, translated into a contemporary
store environment that will be become the instant signature of the stores'.

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MONTE CARLO –

Monte Carlo Fashions Ltd was launched in 1984 by Oswal Woolen Mills Ltd, the
flagship company of Nahar group. The launch was a significant step in the
evolution of branded garment industry in India. Since then, it has been catering to
the ever-growing demands of the Clothing and Fashion industry.

Monte Carlo has pushed the envelope on high street fashion. The products offered
under brand Monte Carlo, apart from Wool en knitted garments, include T-Shirts,
Shirts, Linen Shirts, Denim, Trousers, Dresses, Shorts, Tunics, Sportswear & much
more for men, women and tweens (8 -14 years age group). The main objective of the
Company is to stand up to the buyers' expectations wit h consistent quality backed
with R&D divisions equipped with latest technology, a team of highly qualified
technocrats and adhering to timely schedules.

The brand has gained the ISO 9001: 2000 certifications and has been felicitated by
the International Wool Secretariat with the prestigious Best Exhibited Product
award. It has also emerged as the No. 1 brand in the men's wear category in a
survey conducted in the summer of 2009 by Images -ORG-MARG. In 2014, Monte
Carlo was honored as one of ASIA'S BEST MARK ETING BRANDS by World
Consulting & Research Corporation (WCRC).

The Company's products reach the end user through different channels i.e. through
Exclusive Brand Outlets, Multi Brand Outlets. Currently Monte Carlo is available
through more than 200 Exclusive Brand Outlets & over 1300 Multi Brand Outlets.

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 FOREIGN READYMADE GARMENTS BRANDS-

COMPANY PROFILE –
TOMMY HILFIGER –

Since launching his namesake brand in 1985, Tommy Hilfiger has become globally renowned as

the pioneer of classic American cool style. Inspired by iconic pop culture and Americana

heritage, the designer and his brand are driven by an ever-optimistic vision to break conventions

and celebrate individuality. Today, under Hilfiger’s guidance, vision and leadership as Principal

Designer, TOMMY HILFIGER is one of the world’s most recognized lifestyle brands that shares

its inclusive and youthful spirit with consumers worldwide.

Hilfiger’s career in fashion began as a high school student in 1969 when he opened his first store,

People’s Place, in his hometown of Elmira, New York. Ten years later, he moved to Manhattan

to pursue a career in fashion design, and in 1985 his namesake brand launched with a single

menswear collection. It has since grown to achieve over US $6.6 billion in global retail sales in

2016 and, as a true lifestyle brand, encompasses a breadth of collections, including HILFIGER

COLLECTION, TOMMY HILFIGER TAILORED, TOMMY JEANS, men’s and women’s

sportswear, kidswear, and licensed lines including bodywear, footwear, accessories, watches,

jewelry, and fragrances. In 2010, PVH Corp. acquired the Tommy Hilfiger Group, which today

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U.S POLO –

U.S POLO Assn. is the official brand of the United States Polo Association (USPA), the non-

profit governing body for the sport of Polo in the United States.

POLO ASSN. brand was created in 1981 out of the desire to have a clothing brand that truly

reflected the spirit of the sport of polo and helped support the activities of the United States Polo

Association (USPA). However, their roots in the sport date back as far as 1890, when the USPA

was founded.

Over the last 20 years, the brand has grown from 12 licensees to over 70 licensing partners

worldwide. The initial launch of the U.S. POLO ASSN. brand was in the United States, but

quickly spread into Mexico, Central and South America. The international market was developed

soon after, first in Japan, China, Taiwan, then into Europe, Middle East and India. Over the last

five years, the brand has experienced 22% annual sales growth

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GUCCI –

in Florence, Tuscany, in 1921.[5] Gucci generated about €4.2 billion in revenue worldwide in

2008 according to Business Week and climbed to 41st position in the magazine's annual 2009

"Top Glo Gucci is an Italian luxury brand of fashion and leather goods.[2][3][4] Gucci was founded

by Guccio Guccibal 100 Brands" chart created by Inter brand;[6] it retained that rank in

Interbrand's 2014 index.[7] Gucci is also the highest-selling Italian brand.[6]

Gucci operates about 278 directly operated stores worldwide as of September 2009, and

it wholesales its products through franchisees and upscale department stores.[8] In the year 2013,

the brand was valued at US$12.1 billion, with sales of US$4.7 billion. In the Forbes World's

Most Valuable Brands list, Gucci is ranked the 38th most valuable brand, with a brand value of

$12.4 billion as of May 2015.[9] As of January 2015, the creative director is Alessandro Michele.

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CALVIN KLEIN –

ck Calvin Klein apparel is distributed for women and men exclusively through licensing partner

Onward Kashiyama in Japan, and through free-standing stores operated by licensee Club 21 in

Southeast Asia. Licensing partner G.A.V. is to launch women's apparel under the brand in the

U.S. in the Spring of 2005.

In 2005, Kashiyama was the ck Calvin Klein ready-to-wear license holder in Japan with retail

value of €20 million.[1]

In December 2005, the Warnaco Group announced that, in 2006, they would acquire 100% of the

shares of the companies that operate the licenses and related wholesale and retail businesses of

Calvin Klein Jeans and accessories in Europe and Asia as well as the ck Calvin Klein bridge line

of sportswear and accessories in Europe from Fingen SpA, a Florentine holding company, and

Euro Cormar SpA for €240 million.

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 OBJECTIVES
OF THE
MARKET SURVEY REPORT

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 OBJECTIVES OF THE MARKET SURVEY REPORT
 To analyses the customer preference and their choice of brands during purchasing.

 To compare the customer satisfaction level with special reference to Foreign Readymade

Garments &Indian Readymade Garmentss.

 To know the impact brand name on consumer buying behavior.

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LITERATURE
REVIEW

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 LITERATURE REVIEW

The concept of store loyalty is derived from the concept of brand loyalty which refers to the

tendency to make repeat purchases of products of the same brand. Store loyalty refers to the

tendency to repeatedly shop at the same store for similar or other products. A loyal customer

would give preference to a specific store and would tend to be far more forgiving of errors

of the store.

There are three main set of variables that have been found to have an impact on loyalty of

customers:

1. Store Related Variables

2 .Shopper Related Variables

3. Situation Related Variables

Loyalty has been found to be greatly influenced by Store Related Variables. Some of the

important store related variables are Shop location, ProductsRange and Store Image. In

consumer priorities, assortment and variety come after convenience and price.(Arnold ,

Stephen J., Tae H . Ourn, Tigert, and Douglas 1983,’ Determining Attributes in Retail

Patronage) Shop location is an influencing variable on loyalty as convenience of shopping is

among the main criteria of the customers. Location related variables are given importance in

analyzing both trade areas and retail patronage behavior (Hubbard, Raymond 1978,’ A

review of Selected Factors Conditioning Consumer Travel Behavior’, journal of Consumer

Research) .The consumers are favorably inclined to revisit a store where they have positive

shopping experiences like a great range of assortments , good environment etc. The image of

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the store has also great effect on the loyalty of the customers. Store image reflects shopper’s

perception of a store in terms of functional and psychological attributes.

Loyalty is also influenced by shopper related variables. Several factors such as age, income

and social class of the shopper have found to influence on customer’s decisions.(Moore,

Charles Thomas , and Joseph Barry Mason 1969, ‘ A research Note on major Retail Centre

Patronage) Customers belonging to different age groups prefer different stores. There have

been researches done which suggests that the greater the congruence between self image and

store image, the greater is the probability that the customer is loyal. (Pathak, D.S., W.J.E

.Crissy, and R.W Sweitzer 1974,’ Customer Image Versus the Retailers’ Anticipated

Image,’ Journal of Retailing, Vol.50).There is a direct linkage between personal values and

desired consumer benefits. This means different customers have different levels of desired

consumer benefits which vary according to their own perceived values.

Loyalty is also influenced by the situation related variables. These factors include task

definition, level of involvement, shopping orientation and usage of information. These

indicate the intensity of need and the comfort of the shopper in taking a purchase decision.

The store choice has been found to depend on buying situations that differ with the level of

involvement (Moschis, G.P .1976,’ Shopping Orientations and Consumer Uses of

Information)

Thus we can say that the existence of the customer is integral to the existence of the retailer.

The ability to understand consumers is the key to developing a successful retail strategy. A

key factor in understanding customers is identifying the customers for product or service,

which means the target segment, and the demographics of this segment, their needs and

buying behavior.

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Recognition of the need for a product or a service is the first stage that may lead to a

consumer buying. The need may be psychological or functional.

Satisfaction is a consumer’s post-purchase evaluation of the overall service experience. It is

an affective reaction (Menon and Dubé, 2000) in which the consumer’s needs, desires and

expectations during the course of the service experience have been met or exceeded

(Lovelock, 2001). Satisfaction in this sense could mean that a supermarket has just barely

met the customer’s expectations, not exceeded nor disappointed those expectations. The

benefits of taking the customer’s response beyond satisfaction at this level by exceeding

expectations, is a competitive strategy many retailers aspire to achieve. There is a recurrent

struggle for existence and survival in the wake of deep competition, drastically changing

customer attitudes and expectation levels.

Several factors such as age, income and social class of the shopper have been found to

influence retail patronage decisions (Moore and mason, 1969). The orientation of the

shopper also impacts the preference of a store. Several studies have found a correlation

between shopping orientations and lifestyle and with store loyalty and preference for stores.

It has been found that shopper seeking more hedonic gratification from the shopping tends

to patronize ‘new’ format stores that focus on experimental marketing and offer better

ambience and service (Sinha, 2003). Shopping orientation correlates differently with the

information mix elements, varying with source, source credibility, and preference for a

source by some consumers and usage of such information (Moschis, 1976).

The aspect of congruity between the retail mix elements as designed by the retailer and the

self-image/ self-concept of the consumer has received much attention. Research has shown

the greater the congruence between self-image and store-image; the greater is the probability

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that the customer is loyal (Pathak, Crissy and Sweitzer, 1974; McClure and Ryans, 1968;

Dornoff and Tatham, 1972). It has also been found that if retail mix elements are in

congruence with the desired benefits, it results in customer loyalty (Osman, 1993). There is

a direct linkage between personal values and desired consumer benefits. Past experience

with the outlet has also emerged as one of the major drivers of loyalty. It acts as an

influencer in forming expectations about desired benefits from purchasing at a store

(Guttman, 1990). A consumer’s selection of a store is not completely random. The more

recent the purchase experience and more frequent the visits to the store, the more is the

likelihood of repurchasing that product in that store (Aaker and Jones, 1971).

Several theories can be applied to study information processing by consumers. One set of

theories assumes that evaluation criteria are considered simultaneously. This theory states

that consumers do not distinguish between objective and subjective evaluation criteria. They

tend to use both simultaneously when arriving at a decision (Hirschman and Krishnan,

1981). Another set of theories hold that the process happens sequentially- first there are

certain factors used to make a choice among clusters and then, within the chosen cluster,

other parameters are used for decision-making (Fotheringham, 1988). It is generally agreed

that as dimensions of comparison among stores increase and, the consumer has to process

vast amounts of information before making a choice, the hierarchical process becomes more

relevant (Black, 1984).

The third set of theories states that consumers use a limited set of evaluative criteria when

making a choice and this varies depending on personality, context and product. To assess

store perception on attributes that are meaningless to consumers can be misleading to a

retailer. These theories draw significantly from automatic cognitive information processing

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models and the threshold model of consumer behaviour and examine how attitude leads to

behaviour/ patronage (Kau, Paul, and Hill, 1972; Malhotra, 1983; Pokowiski, Timmermans

and Harry, 1997). We formulate the following hypothesis.

Another set of factors that has been found to impact on customer loyalty consists of

situational factors. These factors include task definition, level of involvement, shopping

orientation, and usage of information. These are manifested in the task definition by the

shopper and his involvement with shopping. These indicate the intensity of need and the

comfort of the shopper in taking a purchase decision. The store choice has been found to

depend on buying situations that differ with the level of involvement. Shopping orientation

correlates differently with the information mix elements. The relative importance of the

information sources differs by the level of product specific buying experiences. Thus, a

consumer segment identified as using a highly complex cognitive process of decision-

making for a product could exhibit significant deviations for the same product at a different

store (Kline and Wagner, 1994). From above the following hypotheses are formulated:

Satisfaction has often been regarded as an antecedent of store loyalty (Bitner, 1990). Store

satisfaction can be defined (Engel et al., 1990, p. 481) as: The outcome of the subjective

evaluation, that the chosen alternative (the store) meets or exceeds expectations. This

definition is within the tradition of conceptualizations of satisfaction that are used in the

product literature. The basis for the definition forms the disconfirmation paradigm (Oliver,

1980). According to this paradigm, satisfaction is believed to occur through a matching of

expectations and perceived performance. In case a consumer makes this comparison, he or

she elaborates on the evaluation of a store. In order to do so, a consumer must both have the

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 RESEARCH
METHODOLOGY

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 RESEARCH METHODOLOGY

RESEARCH:

Research is a systematic inquiry to describe, explain, predict and control the observed

phenomenon. Research involves inductive and deductive methods (Babbie, 1998). Inductive

methods analyze the observed phenomenon and identify the general principles, structures, or

processes underlying the phenomenon observed; deductive methods verify the hypothesized

principles through observations. The purposes are different: one is to develop explanations, and

the other is to test the validity of the explanations.

RESEARCH METHODOLOGY:

A research methodology involves specific techniques that are adopted in research process to

collect, assemble and evaluate data. Surveys, questionnaire and interviews are the common tools

of research.

RESEARCH DESIGN:

Research design is simply the framework or plan for a study, Used guide in collecting and

analyzing data.

For the study: for conducting that research I selected the Descriptive research design.

Descriptive research design: Descriptive research is defined as a research method that

describes the characteristics of the population or phenomenon that is being studied. This

methodology focuses more on the “what” of the research subject rather than the “why” of

the research subject.

1. Sampling design :

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 A. Sample Unit :

Sample unit o this market survey report is Customers of branded garments.

B. Sample Size :

The sample size of the report is 50 in numbers.

Data collection method:

Primary data:

The primary data are those which are collected afresh for the first time, and thus happened to be

original in character.

For the study: Questionnaire method is used for collecting the data while conducting the

research.

Secondary data:

The secondary data are those which have already been collected by someone and which have

already been passes through the statistical process.

For the study: Internet is used for collecting the data while conducting the research.

RESEARCH METHODOLOGY:

Data sources : Primary and Secondary.

Data approaches : Questionnaire.

Sample size : 50

Sample procedure : Convenience sample.

Research design : Descriptive.

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 DATA ANALYSIS
&
INTERPRETATION

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 DATA ANALYSIS AND INTERPETATION

Q-1 Age group of the respondent :

S. No. Options (Age) Percentage

a. 18-25 20%
b. 25-35 40%
b. 35-45 20%
b. 45 or more 20%

18-25
45 or More 20%
20%

35-45
20%

25-35
40%

INTERPRETATION: -
As the graph shows that age group of the 40% is 25-35 age ,20% 18-25, 20% more than
45age and 20% age is 35-45.

Q-2 Occupation:

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 S. No. Options Percentage
a. Student 10%
b. Service 30%
b. Business 40%
b. PG 20%

Student
PG
10%
20%

Service
30%

Business
40%

INTERPRETATION: -
As the graph shows that most of the respondents are businessmen and few are service
class and rest is students.

Q-3 Education

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 S. No. Options Percentage
a. 10th 10%
b. 12th 30%
c. UG 40%
d. PG 10%
e. Professional 10%

Professional
10%
10th
10%
PG
10%

12th
30%

UG
40%

INTERPRETATION: -
As the graph shows that most of the respondents are UG. Rest are PG and professional,
and some 10th class.

Q-4 Marital Status

IFTM University, Moradabad

a. Bachelor b. Married

S. No. Options Percentage

a. Bachelor 78%
b. Married 22%

Married
30%

Bachelor
70%

INTERPRETATION: -
As the graph shows that most are the Bachelor some are married.

IFTM University, Moradabad

Q-5 Income Per annum

S. No. Options Percentage

a. Rs.5 Lacs to 06 Lacs 10%
b. Rs. 06 Lacs -07 Lacs 30%
c. Rs. 07 Lacs to 08Lacs 40%
d. Rs. 08 Lacs to 09Lacs 20%

5lacs-6lacs
08-9lacs 10%
20%

06-7lacs
30%

07Lacs-08 lacs
40%

INTERPRETATION: -
As the graph shows that 40% of the respondents belong to the income group 7-8 lakhs,30%

belongs to income group of 6-7 lakhs, 20% belongs to the income group of 8- 9 lakhs , 10%

belongs to income group of 5-6 lakhs

IFTM University, Moradabad

Q.6. Do you wear Branded Garments?

S. No. Options Percentage

a. Yes 78%
b. No 22%

22%

Yes
No

78%

INTERPRETATION: -
As the graph shows that 78% respondents say yes and remaining 22% respondents say
no.

IFTM University, Moradabad

Q.7. Which Brand Name you prefer to wear?

S. No. Options Percentage

a. Tommy Hilfiger 10%
b. Peter England 30%
b. US Polo 40%
b. Flying Machine 10%

Tommy
Hilfiger
10%
Flying Machine
20%

Peter England
30%

US Polo
40%

INTERPRETATION: -
As the graph shows that 40 % respondents say US polo and remaining 20% respondents
say FM, 30% says peter England ,10% Tommy Hilfiger Brand name prefer to wear.

IFTM University, Moradabad

Q-8 With whom you go to purchase readymade garments?

S. No. Options Percentage

a. Parents 10%
b. Friends 30%
b. Relatives 40%
a.

Parents
10%

Relatives
50%
Friends
40%

INTERPRETATION: -

As the graph shows that most of respondents says go to by relatives purchase readymade

garments some says Parents and some says friends for purchasing decisions.

IFTM University, Moradabad

Q.9. why you purchase readymade garments?

S. No. Options Percentage

a. Vainty 10%
b. Status 30%
b. Pride 40%
a.

Sales

Pride
30%
Vainty
40%

Status
30%

INTERPRETATION: -

As the graph shows that 40% says Vainty purchase readymade garments and some says
Status and some says Pride.

IFTM University, Moradabad

Q.10 From where you go to purchase readymade garments?

S. No. Options Percentage

a. Exclusive Showroom 40%

b. Retailers 30%
b. Shopping mall 30%
a.

. Shopping mall
30%
Exclusive
Showroom
40%

Retailers.
30%

INTERPRETATION: -
As the graph shows that 30%. say go to purchase readymade garments in Exclusive
Showroom some says Shopping mall

Q.11. From where you get information regarding Brand?

IFTM University, Moradabad

 S. No. Options Percentage
a. Advertisement 40%
b. Newspaper 30%
b. Social Media 30%
a.

Social Media
30%
Advertisement
40%

Newspaper
30%

INTERPRETATION: -
As the graph shows that got information regarding Brand from news paper 30% and some
says social media and some says advertisements.

IFTM University, Moradabad

Q.12. Do you change your purchase decision due to any of these factor?

S. No. Options Percentage

a. offer an discount 40%
b. Quality 20%
c. Quality 20%
d. good salesmanship 20%
a.

good
salesmanship
20%

offer an discount
40%

Fashion
20%

Quality
20%

INTERPRETATION: -
As the graph shows that purchase decision due to any of these factor some says offer an

discount and some says Quality and some says good salesmanship.

IFTM University, Moradabad

 FINDINGS

IFTM University, Moradabad

 FINDINGS

 Maximum numbers of respondents wear Branded Garments.

 More numbers of respondents prefer to wear in comparison to Indian Readymade

Garments.

 Mostly surveyed respondents feel that their buying behavior influenced by brand.

 As the graph shows that most of the respondents are UG. Rest are PG and professional,
and some 10th class
 As the graph shows that most are the Bachelor some are married.
 As the graph shows that 40% of the respondents belong to the income group 7-8
lakhs,30% belongs to income group of 6-7 lakhs, 20% belongs to the income group of 8-
9 lakhs , 10% belongs to income group of 5-6 lakhs.
 As the graph shows that 78% respondents say yes and remaining 22% respondents say
no.

 As the graph shows that 40 % respondents say US polo and remaining 20% respondents

say FM, 30% says peter England ,10% Tommy Hilfiger Brand name prefer to wear.

 As the graph shows that most of respondents says go to by relatives purchase readymade

garments some says Parents and some says friends for purchasing decisions.

 As the graph shows that 40% says Vainty purchase readymade garments and some says

Status and some says Pride.

 As the graph shows that 30%. say go to purchase readymade garments in Exclusive

Showroom some says Shopping mall

 As the graph shows that got information regarding Brand from news paper 30% and some

says social media and some says advertisements.

 As the graph shows that purchase decision due to any of these factor some says offer an

discount and some says Quality and some says good salesmanship

IFTM University, Moradabad

IFTM University, Moradabad
CONCLUSION

IFTM University, Moradabad

 CONCLUSION

In today’s highly competitive environments, improving consumers' loyalty to brands permits

marketers to maintain a comfortable and lasting position in the marketplace. A brand covers the

entire experience your client’s prospects and customers have with the company. It’s what they

make, and the personality they convey. A brand strategy represents a company’s competitive

positioning. It brings it to life to capture the mindshare of the market. It’s the personality of a

company’s entire go-to-market strategy, and lives within all marketing communications,

campaigns and execution. This is concluded that brand name is great factor which influences the

customer buying decision. Consumers will move beyond basic needs to discretionary spending.

The definition of value will be different for different products. For instance, they will seek the

lowest price for products that serve basic needs, whereas in others the determinants will range

from aspiration to convenience to brand name. Now it has been cleared that, Branded apparels

are mostly preferred by the male youth when there are so many national & international brands

exist in the market in the current fashion oriented generation. Majority of the people are inclined

more towards casuals. This is followed by Corporate and Sportswear both getting decent

responses. Ethnic comes last with minimal number of respondents preferring ethnic wear.

Today’s youth sometimes ask their friends about their apparels before choosing ones apparel for

an event and hence do not care about buying new clothes similar to that of their friends. The

youth today, wears what they like irrespective of his/her friend’s approval. During survey we

found that today’s youth always prefers new clothes for special occasions In survey we also

found that today’s youth always try new clothes without planning to buy them. They not very

often try on different apparels to impress people. Today’s youth also very rarely decide on

clothes according to their mood and never connect self-confidence with their apparels.

IFTM University, Moradabad

SUGGESTIONS

IFTM University, Moradabad

 SUGGESTIONS

 In Moradabad people are aware about the National & International brands but some of

the brands are not available in Moradabad so companies should expand their distribution

networks

 Consumer of the Indian market are very price conscious ,due to very high prices of some

international brand consumer is not able to afford that particular brands ,so companies

should make some of the stuffs of apparels available at the affordable price as per the

geographical regions.

 Indian Readymade Garmentss should arrange campaign for the product promotion and

for the product knowledge.

 Indian Readymade Garmentss must focus on Print media advertisement and TV

commercial, because now days these are the best medium for promotion of the product.

IFTM University, Moradabad

LIMITATIONS

IFTM University, Moradabad

 LIMITATIONS
Although the study was carried out with extreme enthusiasm and careful planning there are

several limitations, which handicapped the research viz,

[Link] Constraints: The time stipulated for the project to be completed is less and thus there

are chances that some information might have been left out, however due care is taken to

include all the relevant information needed.

[Link] size: Due to time constraints the sample size was relatively small and would definitely

have been more representative if I had collected information from more respondents.

[Link]: It is difficult to know if all the respondents gave accurate information; some

respondents tend to give misleading information.

4. Availability: It was difficult to find respondents as they were busy in their schedule, and

collection of data was very difficult

IFTM University, Moradabad

BIBLIOGRAPHY

IFTM University, Moradabad

 BIBLIOGRAPHY
Books:

 Kothari C.R., Research Methodology- Methods and techniques, new age international

publishers, 2007, 2nd edition, pp. 26, 95, 111.

 Malhotra, Naresh K., Marketing Research, An Applied Orientation, Fourth Edition,

Pearson Prentice Hall, 2005, Part II, pp. 71-340.

 Chisnall, P.M. (1985). Marketing: A Behavioural Analysis. 2nd edn. McGraw-Hill.

Newspapers

 Times Of India

 Financial Express

 Economic Times

WEBLIOGRAPHY

 [Link]
 [Link]
 [Link]
 [Link] Readymade [Link]
 [Link] Readymade [Link]

IFTM University, Moradabad

ANNEXURE

IFTM University, Moradabad

 QUESTIONNAIRE

Dear respondent,

I am the student of IFTM University conducting a market survey report. Kindly

spare few minutes to fill up this questionnaire. Any information provided by you will be used for
academic purpose only.

RESPONDENT PROFILE
 Name of the respondent:................................................................................................
 Residential/ office address:............................................................................................
........................................................................................................................................
........................................................................................................................................
 Contact no.:..................................................................................................................
 Age group of the respondent : 18-25 ( ) 25-35 ( ) 35-45 ( ) 45 or More( )
 Occupation:.................................................................................................................

Q.1. How many you willing to spend on clothing?

 500-1000
 1000-2000
 2000-3000

Q.2. Do you wear Readymade Garments?

 Yes
 No

Q.3. Which Brand Name you prefer to wear?

 Foreign Readymade Garments

 Indian Readymade Garments
 Both

Q.5. When you wish to purchase, which thing you consider the most?

 Brand Name
 Quality
 Price Tag
 Advertisements

Q.4. Is your buying behavior influenced by brand?

IFTM University, Moradabad

  Yes
 No

Q.6. On whichstore you get stylish clothes?

 Indian Readymade Garments
 Foreign Readymade Garments

Q.7. On which store you get Reasonable prices?

 Indian Readymade Garments
 Foreign Readymade Garments

Q.8. On which store you get multi brands clothes?

 Indian Readymade Garments
 Foreign Readymade Garments

Q.9. On which store you get more discounts?

 Indian Readymade Garments
 Foreign Readymade Garments

Q.10. On which store you get more variety of garments?

 Indian Readymade Garments
 Foreign Readymade Garments

Q.11. On which store you get more discount and offers?

 Indian Readymade Garments
 Foreign Readymade Garments

Q.12. On which store you get membership cards?

 Indian Readymade Garments
 Foreign Readymade Garments

Q.13. On which store you get attractive display of garments?

 Indian Readymade Garments
 Foreign Readymade Garments

Q.14. On which store you get favorable customer support?

 Indian Readymade Garments
 Foreign Readymade Garments

Signature of the respondent

Thank You for your valuable time

IFTM University, Moradabad