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In this research report my topic was CUSTOMER PRFFRENCES BRANDED AND UN BRANDED CLOTH. It was the mix experience in doing this research. As some time the consumer were rude and some time they were nice. In research report I have mentioned Size of the market, Life style of people , Living standard of people, Role of distribution channel. In my research report I have taken the sample size of 100 Respondent. The method used by me is questionnaire and interview method. The analysis done in the report was on the basis of questionnaire. The suggestion, Limitation, & Conclusion includes the different thoughts of customer as well as traders.

I think with change in fashion and style unbranded (tailored clothes ) are losing there place. Young generation is looking in showrooms for their shirts, jeans and trousers. What leads to this situation? The answer can be found through this research work. Also in brands which brand is most preferred and why can be answered. Hence the topic itself is motivating and source of my project.


Main Objective To study Consumer preference towards branded (ready made) and unbranded (tailored) clothes in Sitapur Sub Objectives To study the customer preferences of cloths in Sitapur . To study ales pattern in tailored clothes. To study the sales pattern in Readymade Garments at Showrooms To study the comparative analysis of buying behavior Regarding Lee Solly, V+ (garment Section) and Barcelona showrooms with tailored cloth. To analyze quality of the products in Lee Solly, V+ Store and Barcelona To analyze different offers and discounts.

This project will give a clear insight of garment market of Sitapur

Description of Research Research Problem

Here research is to measure consumer preference towards branded and unbranded clothes. So here research problem is to find consumer preference towards clothes, which may be branded or un branded.


MEANING OF RESEARCH: A research is a scientific inquiry involving deductive, inductive process. A research design is simply the framework or plan to study used as a guide in collecting and analyzing the data. It is the blue print for any research. It is possible to built a house without a detailed blueprint, the final product will more than likely be somewhat different from what was originally envisioned by the buyer or user. In the similar manner the research findings are also likely to differ widely from what was desired by the consumer. These research findings are interesting, but they do not solve the basic problem of the customer. The research design insures that the study: Will be relevant to the problem objective Will use economical procedures

The present study is an exploratory in volume emphasis as been laid in generating idea and insides regarding the market, i.e. Consumer Behavior towards purchasing of cloth (Readymade Garments or Dress Material ] from Lee Solly, V+ Store and Barcelona Showroom in Sitapur and tailored cloths from various local Tailors.

The stage in the marketing research process is deciding on the research design. There are three types of research designs namely: 1. 2. Exploratory Descriptive

EXPLORATORY RESEARCH: Exploratory research is conducted when the researches does not know how and why a certain phenomenon occurs. It concerns with discovering the general nature of problem and the variables that relate to it. It is characterized by a high degree of flexibility and it tends to rely on secondary data, convenience or judgment sample, smallscale survey or simple experiments, case analysis and subjective evaluation of the results. Four groups, interviewing key customer groups, expert and even search for printed and publish information on some common techniques.

DESCRIPTIVE RESEARCH: Descriptive research is carried out to describe a phenomenon or market characteristics. For example a study to understand buyer behavior and describe

characteristics of the target market is descriptive research. It is focus on the accurate description of the variables in the problem model. Consumer profile studies, market potential studies, product usage studies, attitude survey, sales analysis, media research, and price survey are examples of the descriptive research. Continuing the above example of service quality of competing service institutions can be consider as an example of descriptive research.


The researcher in collecting the information has to design and use suitable research instruments. The data, to be collected, are of two types a) Primary data b) Secondary data One of the most commonly and widely used primary data collection method is the survey. When survey method for data collection is used, questionnaire is the instrument most frequently used. It involves the questioning of respondents to secure the desired information, which yields the most satisfactory results. In this research work the questionnaire method is selected to collect the primary data. Respondent were given sufficient time to fill out the questionnaire and some instructions were given to these respondents who could not understand the language properly. In order to get right response the purpose of the study was explained to the respondent an this assurance was also given that their information will be kept secret and will be used for academic purpose only. The secondary data refers to those data, which are readily available. The present research work also collected the secondary data with the sources like books, Business magazines & periodicals, newspapers, business circulars, and published research etc.


Questionnaire design is a most important element of survey. Constructing and implementing questionnaire is one of the most interesting and challenging tasks of conducting marketing research. So great care has to be taken while formulating questionnaire. First questionnaire can be drafted by noting down the questions, which would fulfill the objectives. A researcher try to get the information performing to

consumer attitudes, beliefs, demographic, and socio-economic characteristics, opinions, feelings, post experiences and future expectation that can be proved only through compressive discussions with customers. A structured questionnaire is a formal list of questions framed so to get the facts information and knowledge about their purchase decision post purchase behavior and their satisfaction with the product. The questionnaire contained in all 15 questions from customer and 13 question from Retailers. In the beginning, question No. 1 to 9 covered physical characteristics of consumer and the remaining questions then on wards try to find out consumer behavior in purchasing of cloth from Lee Solly, V+ Store and Barcelona Showroom. A sample copy of questionnaire is appended to this report

2) SAMPLE DESIGN AND SELECTION: A sampling design is a definite plan for obtaining a sample from the sampling frame. It refers to the technique or a procedure the researcher would adopt in selecting units from which inferences about the population is drawn.


Define the population

Identifying the sampling frame

Specify the sampling unit

Specify the sampling method

Determine the sampling size

Specify the sampling plan


It is the aggregate of all the elements defined prior selection of sample. It is necessary to define population in terms of elements, sampling units, extent and time. A population element is the subject on which the measurement is being taken.

After deciding on the research approach and instruments, the marketing researcher must design a sampling plan. This plan calls for three decisions.

Who is to survey? The marketing researcher must define the target population that will be sampled. In the sampling unit is determined, a sampling frame must be developed so that everyone in the target population has an equal chance of being sampled.


The sampling size is almost into 100 customer should be surveyed large sample giving more reliable results than small samples. However it is not necessary to sample the entire target population or even a substantial portion to achieve reliable results.

How should the respondents be chosen? To obtain a representative sample, a probability sampling allows the collection of confidence limits for sampling error. When the cost of times involves in probability sampling is too high, marketing researchers will take nonprobability sampling. There are three types of non-probability sampling. Some marketing researchers feel that non-probability samples are very useful in many circumstances even though they do not allow sampling error to be measured.

They came they saw and they conquered. What they could not do however, was, drive the enemy out of the battle field. And today the latter has risen once again as formidable competition, much stronger than before. Meet the haves, members of an elite class of urban consumers whose purchasing power activity matches their propensity to spend. The midnight generation that has succeeds in discarding the post independence ideology of simple living and high thinking; the haves are today shopping for premium marketed strictly for this segment.

During the course of this project the following books and journals are being referred by me. BOOKS: 1. Kotler Philip, Marketing Management: analysis, Planning & control 9th Edition, Prentice Hall of India Ltd, New Delhi. 2. Donald S. Toll & Del I. Hawkins, Marketing Research: Measurement & Method, 6th Edition, Pretice Hall of India Ltd. 3. Leon G. Schiff man & Lazar Knack, Consumer Behavior 6th Edition, Prentice Hall Of India Ltd.

MAGAZINES: 1. Delhi Readymade Garment Fair (Annual Dec 09) 2. Readymade Garment Fair all India 3. Cloth Avenue WEBSITES: 1. 2. www.redymade

1). Name of the Respondent________________________________________________ 2) Sex: a) Male 3) Age Group: a). 16-20 c). 26-30 e). 36 above 4) Occupation: a) Service c) Profession e) Farmer / worker 5) Education qualification:a) Up to SSC c) Graduate 6) Monthly income: a) Below Rs. 5000 c) Rs.10000-15000 ( ) ( ) b) Rs.5000-10000 d) above Rs.15000 ( ) ( ) ( ) ( ) b) HSC d) Post Graduate ( ) ( ) ( ) ( ) ( ) b) Business d) Student ( ) ( ) ( ) ( ) ( ) b). 21-25 d). 31-35 ( ) ( ) ( ) b) Female ( )

7) Which type of cloth you do prefer? a) Dress Material (Tailored) ( ) b) Readymade Garment ( )

8) From where you purchase readymade Garments? a) V+ b) Lee Solly ( ) ( ) c) Barcelona ( )

9) Following are the general factor that you selected at the time of deciding to purchase any particular Dress Material (Tailored) (Tailored). Please mark ( ) as Very important (VI), Important (I), Slightly Important (SI) Sr No 1 2 3 4 5 6 7 8 9 Product attributes and features Product Quality Price Design and shades Fitting of the cloth Availability of cloth Advertisement Packing Time factor Factors affecting VI I SI

10) Are you satisfied with the Dress Material (Tailored)? a) Yes Why? _______________________________________________________________________ _______________________________________________________________________ ( ) b) No ( )

_______________________________________________________________________ ___ 11) Are you satisfied with the Readymade Garment? a) Yes Why? ( ) b) No ( )

12) Do you purchase a cloth on special occasion? a) Yes ( ) b) No ( )

13) Which Advertisement media you regularly get contacted? a) Print media c) Outdoors Media ( ) ( ) b) Visual Media ( )

Date .