John Player

1
DISSERTATION REPORT
ON
JHON PLAYER AND COMPARATIVE STUDY

UTTARAKHAND TECHNICAL UNIVERSITY DEHRADUN
MASTER OF BUSINESS ADMINISTRATION
Session (2012-14)

Submitted to: Submitted By:
Dr. Praveen Kumar Ale Guddu Singh
Faculty of Marketing MBA-IV
TH
Sem.
Roll. No: 120990500010

UPES Institute of Management
Nagal Hatnala, P.O Kulhan, Sahastradhara Road, Dehradun, 248001

2
UPES INSTITUE O MANAGEMENT, DEHRADUN
APPROVED BY ACITE, MINISTRY HRD, Govt., of India
Affilated to UGC Approved Uttarakhand Technical University Dehradun

CERTIFICATE

This is to certify that Mr. Guddu Singh Student of UPES institute of Management Dehradun
Bearing University Roll No. 120990500010 of MBA IVth semester has successfully
completed his dissertation report title buying Jhon Player and Comparative Study
Fot the partial fulfillment of the required degree of MBA.
Under Uttarakhand Technical University Dehradun.
Is a record of his own work carried out by him under my guidance and supervision.

Praveen Kumar Ale
Faculty Maketing
UPES Institute of Management, Dehradun

3
DECLARATION

I hereby declare that the study entitled JHON PLAYER AND COMPARATIV STUDY
submitted by me in the partial fulfillment of the requirement for the Award of master of
business MARKETING by UPES a record of my own work.
The matter embodied in this project report has not been submitted to any university or
institution for the award of degree.

GUDDU SINGH

4
ACKNOWLEDGEMENT

We need the support of the people to achieve any worthwhile goal.
As we persevere, we go on leading .. We cross out paths with so many persons and
we seldom remember most of them.
I take this opportunity to express my gratitude to all people who have guided and helped
me directly or indirectly in the course of completion of my project.
I would also thankful to my faculty guide MR. PRAVEEN KUMR ALE
for his constant support and guidance. His valuable suggestions and helping hands has helped
me to complete my project successfully.
Finally yet importantly I would like to express my heartfelt thanks to my beloved
parents for their blessings. My friends classmates for their and wishes for the successful
completion of this project.

With sincere
GUDDU SINGH
MBA IV
TH
SEM

5

I NTRODUCTI ON
6
INTRODUCTION

APPARELS FASION
Apparel fashion has always changed no matter what category of apparel it is, and
mens business wear is no exception. Social forces are believed to influence
fashion including mens. Ones spouse, family and culture are some of the forces
that change fashion.

An example of ones spouse influencing an individual, when he buys apparel, is
that she may accompany him and offer suggestions when he purchases items of
apparel. A male consumers family and culture can influence his purchase
decision because of the social interaction he has with them, including whether
his dress is acceptable to the group

Identification of the role of apparel as a sign of business success is not a new
concept. A review of related literature revealed that self-image/product image
congruity was related to an individuals behavior to a particular item and that
apparel products had symbolic meaning. Studies have considered the
relationship between the self and apparel and have taken into account the various
aspects of the self such as actual self-image and ideal self-image.
7
If the image of an outfit were a positive match with the self-image, including
both the actual self and the ideal self, the apparel item would be worn most of
the time.
Statement of the Problem
Market segmentation has become an important tool used by retailers and
marketers for identifying target customers. Segmentation as the process of
partitioning markets into segments of potential customers who have similar
characteristics and who are likely to exhibit similar purchasing behavior .
Segmentation has become a major tool of companies for planning marketing
strategies. Segmentation research has several objectives that include analyzing
markets, finding a niche, and developing and capitalizing on a superior
competitive position.

This research investigates
Cultural factors such as apparel involvement, media, and reference group
influences, self-esteem and social class. It also investigates demographics such
as income and age.
Do cultural influences, how much money they earn, and their age make a
difference in their apparel choices? Do they let their wives chose their clothes or
do they make these choices?
8
Consumer Behavior is defined as the behavior that consumer displays in the
searching for, purchasing, using, evaluating, & disposing of the products &
services that they expect will satisfy their needs. Consumer Behavior focuses on
how consumer make the decisions to spend their available resources (Time,
Money, Efforts) on consumption related items. That includes what they buy
,why they buy it , when they buy it, where the buy it , how often they buy it ,how
often they use it ,how often they evaluate it after the purchase & the impact of
such evaluations on future purchases.
1

Market segmentation in Consumer Behavior: Market Segmentation is
defined as the process of dividing a market into distinct subsets of the consumers
with common needs or characteristics and the selecting one or more segments to
target with a distinct marketing mix. Segmentation studies are designed to
discover the needs & wants of the specific groups of the consumers so that the
specialized goods & services can be developed & satisfy each groups need
To understand the consumer buying behavior we have two consumer decision
making models on the basis of which we can study the buying behavior of the
male towards branded apparels
These models are NICOSIA MODEL & EKB MODEL of consumer decision
making:
9
The history of textiles in India dates back to the use of mordant dyes and
printing blocks around 3000 BC. The diversity of fibers found in India, intricate
weaving on its state-of-art manual looms and its organic dyes attracted buyers
from all over the world for centuries. The British colonization of India and its
industrial policies destroyed the innovative eco-system and left it technologically
impoverished. Independent India saw the building up of textile capabilities,
diversification of its product base, and its emergence, once again, as an
important global player. Today, the textile and apparel sector employs 35.0 mn
people (and is the 2
nd
largest employer), generates 1/5
th
of the total export
earnings and contributes 4 per cent to the GDP thereby making it the largest
industrial sector of the country. This textile economy is worth US $37 bn and its
share of the global market is about 5.90 per cent. The sector aspires to grow its
revenue to US $85bn, its export value to US $50bn and employment to 12
million by the year 2010 (Teaming 2005).
In the Indian Market so many National as well as International brand in
different apparel segment which include:
Corporate Wears
Ethnic Wears
Sports Wears
Casual Wears
10
PLAYERS IN APPARELS MARKET
As we have discussed that there are so many players are ruling in the Indian
apparels industry out of which some players are national Players & some players
are of International standards
Every player have their different product portfolio in a particular apparel
segment Or there are many players in each apparel segment which we have
discussed above i.e. corporate/formal wears, ethnic wears, Sports wears & casual
wear segment
PLAYERS
Corporate Wears segment
LOUIS PHILLIP
JOHN PLAYERS
COTTON COUNTY
PROVOGUE
PETER ENGLAND
PARK AVENUE
DONEAR
MAYUR
11
JOHN PLAYERS

Casual Wears Segment
SPYKAR
PEPE
LEE COOPER
MONTE CARLO
LEVIS
CHARLE OUTLAW
KUTONS
DUKE

Ethnic Wears Segment
TIMBERLAN
LIBAS
FAB INDIA
12
MILLIONAIR
HERITAGE
DIWAN SAHEB
AMARSONS
SIYARAMS
VIMAL
CAMBRIDGE

Sports Wears Segment
REEBOK
NIKE
ADIDAS
FILA
YONEX
HEAD
13
PUMA
POLO

In todays competitive scenario where more and more players are coming into
the picture, there is a need to look into the customer or client behavior to know
your client well. And also there is a need to spread their business like this in
which one can choose the best for them. Till now here in India most of people
prefer unbranded clothing and they buy clothing from traditional apparel stores
but after entrance of big giants in this segment, todays emerging retailing
environment, peoples income level and spending power, increasing preference

For fashion & new trends; hence there is a wide scope in India for apparel
industry and till now it is at the flourish stage.
The variety and assortment of merchandise offered by a store play a major role
in attracting customers. Merchandise comes in a variety of sizes, colors, makes
14
and models. So any retailer, big or small, take many decisions regarding what to
purchase and what to made the goods available to customers. This is called
systematic merchandise planning. So basically merchandise decisions are related
to what type of product they are going to offer and assortment planning is related
to the varieties of product and goods offered by them in their outlets.
Because of high cut-throat competition, when all market players are fighting
with each-other for attracting and retaining customers. But today customers are
also very smart and they know the value of their money; and a lot of choices are
available in the market for them. Especially in apparel industry, a lot of brands
and a wide range of fashion are available so its too difficult for customers to
taking the purchase decision.
So its necessary for every retailer to provide the best and biggest possible range
of product to customers. And researcher studied these all in preparing this thesis
and found that these decisions and planning are continuously adopting by every
big and small retailer; because it is the demand of current time.

15
16

17
OBJECTIVE OF THE STUDY
Objective behind this capstone project which we are going to conduct on the
buying behavior of the male towards branded apparels are:

To study & analyze the brand preference of youth in buying branded
apparels.
To study the most preferred brand in the apparels segment amongst the
youth
To study impact of psychological factors on buying of youth regarding
apparels.
To study the factors which influence the buying behavior for branded
apparels
Need of the study:
As in this competition era you must be aware about the customer needs & wants
& what a consumer expects from the company. You must have this information
or a customer data base if u wants to stay in the market to competitive edge in
the market. After conducting this study we must be able to under stand what
customers wants from a brand, why he switches to other brand, what are the
factor which force him to purchase branded apparels. By which company can
18
formulate the strategies as per the customer needs & deliver them the products
which consumer want from the company which will be profitable for the
company.
Scope of the study
Scope of the study is that after gathering the information about the youth who
like to purchase the branded apparels & after studying the factors which
influence them to go with that specific brand ,it includes demographic factors,
cultural influences, & social class .This study will be helpful for the companies
who are in this business segment of appearals . They will be able to know the
taste & need of the consumer & what will be the products & services which
will help them to change the non user into user of their brand & retain their
existing customer by providing them the products which they want from the
company. This study will help them to formulate & implementing the marketing
strategies.

19

Company profile
20

COMPANY PROFILE

About Our John Players

John Players is an ITC Company who opened its first store in Fun Republic in July 2007.

ITC forayed into the youth fashion segment with the launch of John Players in
December 2002 and John Players is committed to be the No. 1 fashion brand
for the youth. This foray leverages ITCs proven competencies in understanding
21
consumer insights, brand building and design capabilities.

John Players offers a complete and vibrant wardrobe of Casual wear, Party
wear, Work wear, Denims, Outer wear and Suits & Jackets, incorporating the
most contemporary trends, an exciting mix of colors, playful styling, trendy
textures and comfortable fits.

The brand is available across the country through a nation-wide network of over
240 exclusive stores and over 1500 multi-brand outlets.
At the Images Fashion Awards 2005, John Players was declared 'The Most
Admired Shirt Brand of the Year'.
At the Images Fashion Awards 2007, John Players was awarded the 'The
Most Admired Fashion Campaign of the Year' award.
The launch of Miss Players has added to ITCs youthful portfolio. The
range which spans trendy tops, funky denims, smart trousers and stylish dresses
along with a whole range of cool fashion accessories has been designed keeping
in mind the tastes of the young Indian woman.
22
Miss Players is currently available at select exclusive stores and at leading John
Players stores in key cities. The availability of the brand will be rapidly
enhanced to reach exclusive stores and multi-brand outlets in malls & high-street
locations in the key consumption centers of the country.
John Players - Mens Cargo Shirts, Sweatshirts, Office Shirts, Formal
& Fashion Shirts, Mens T-shirts India

Inspired by the freshness of nature, John Player shirt collection is an exotic
retreat that makes it all the more exclusive and exquisite. Targeted at the young,
trendy and hip-hop crowd as well as the upwardly mobile youth, this T-shirts
India collection exhibits an exciting combination of colors, designs and styles in
stripes, prints, plains and denim lending a very sophisticated and funky look to
the entire range.

Cargo shirts have been introduced for the first time in the arena of India shirts . Targeted at
generation next, the collection of cargo shirts are back in full blast, creating a overall
impression of style, while contrast stitching marks the collections gutsy edge, by creating lots
of play even in the more basic looks. The collection gives a fashion-conscious man the
freedom to choose his own adventures while giving him the wardrobe that compliments his
dynamic lifestyle.At John Players we offer you a wide variety of Cool t-shirts, Custom
sweatshirts, Custom t-shirts, Designer T-Shirts, cardigans, pullovers, jackets etc.
23
T-shirts are amazing. You name a color and you can get John Players t-shirts
right plain collar t-shirts that are available in 35 exciting colors and
combinations to round neck T-shirts. The shirts collection comes in a range of
carefully selected colors, styles and first-class fabrics. Wrinkle free cotton lets
you and your shirt
Look immaculate all day long. After a few minutes on your body, the shirt mixes
business with pleasure.
Now you can buy t-shirts & shirts from our Wholesale Mens t-shirts, Wholesale
Shirts, Wholesale t-shirts collection of mens wear that mainly consists of Mens
Fashion Shirts, Man Fashion Shirts, Mens Formal Shirts, Mens Office Shirts,
Mens Shirts, and Mens T-shirts.

The Nahar I ndustrial Enterprises franchise- a proud part of the Nahar Group

The Nahar Industrial Enterprises franchise is a part of the Nahar Group which was
established in 1949. The Group has gained recognition as a reputed Industrial
conglomerate with a wide ranging portfolio from spinning, knitting, fabrics and
hosiery garments to sugar. The garment making franchise is a part one of the four
operations of the Nahar Group.
24

The Nahar group comprises of Nahar Industrial Enterprises Ltd., Oswal Woolen
Mills Ltd., Nahar Spinning Mills Ltd. and Nahar Exports Ltd. The group has
spinning capacity of 0.4 million spindles with turnover of $450 million inclusive
of export turnover of $115 million. The production facilities have been awarded
ISO 9002/IS 14002 Certification and Okotex Certification.
The Nahar group has markets that are crisscrossed all over the globe. It operates
on the objective of meeting the buyers expectations with consistent quality
backed by research and development divisions equipped with the latest
equipment, cream of highly qualified technocrats who adhere to timely
schedules.

The products manufactured by the Nahar Group are yarns, woven fabrics,
knitwears and garments. The group also manufactures sugar and other products.
The group is an approved fabric vendor for global brands such as The Gap,
Tommy Hilfiger, Marks & Specer and domestic brands such as Color plus, Allen
Solly and Louis Phillips.

Currently, Nahar Industrial Enterprises has 159,408 spindles and 6320 rotors to
produce different counts of yarn. Its weaving capacity with 426 looms, modern
25
processing plant with capacity of 1, 15,000 metes per day. It has a modern
dyeing house with a capacity to dye 6 tones yarn per day and has a garment
facility for manufacturing 20, 00,000 pieces per annum.
Today, Nahar Industrial Enterprises has 150 retail outlets that sell readymade
garments under the John Players Brand and a 2500 TCDs Sugar Mill.

The year was 1949; while our beginnings were small, the vision was big. The
burning desire to evolve, grow & one day position our self as a responsible &
reputed corporate entity playing out its role in improving the peoples quality of
life through our products & service remained a driving force. It is our relentless
spirit of enterprise, boundless enthusiasm, grit & determination to live the dream
that enabled us to add a new dimension to our philosophy- where commitment
leads, achievement follows.
A retail venture of Nahar Industrial Enterprises Limited, John Players is
manufactured in the state-of-the-art in-house manufacturing facility. The
company has complete in-house hi-tech knitting, dyeing, mercerizing, finishing,
compacting, embroidery and manufacturing facilities that ensure total quality
control at all levels of manufacturing. The in-house design studio is also well
equipped with expert professionals and latest software.
26
Nahar Industrial Enterprises has floated a wholly owned subsidiary Nahar
Retail Ltd. for its foray into retailing.
The parent company is already involved in spinning, weaving, processing and garmenting and
supplies to some of the biggest brands in the world like Marks and Spencer, GAP,
Tommy Hilfiger and Armani.
ABOUT THE COLLECTION
Inspired by the freshness of nature, John Players collection is an exotic retreat
that makes it all the more exclusive and exquisite. Targeted at the young, trendy
and hip-hop crowd as well as the upwardly mobile youth, this collection exhibits
an exciting combination of colors, designs and styles in stripes, prints, plains and
denim lending a very sophisticated and funky look to the entire range.
Cargo shirts have been introduced for the first time. Targeted at generation next,
the collection of cargo shirts are back in full blast, creating a overall impression
of style, while contrast stitching marks the collections gutsy edge, by creating
lots of play even in the more basic looks. The collection gives a fashion-
conscious man the freedom to choose his own adventures while giving him the
wardrobe that compliments his dynamic lifestyle.
27
T-shirts are amazing. You name a color and you can get John Players t-shirts
you and your shirt look immaculate all day long. After a few minutes on your
body, the shirt mixes business with pleasure.
MARKET POSITION
Gaining brand recognition as a result of the expansion mode that the company
is in with the foray in Tier II and Tier III cities.
Benefit of First Mover Advantage
A truly Mass Volume Brand
Also known for selling a lot more than many popular brands
Catches the eye of the customer with attractive offers of heavy discounts
Advanced and in-depth planning and research and also considering the latest
trends and customer demands in mind.
Highly motivated staff.
MISSION
28
We aim to be recognized as the fastest growing retail chain in the Everyday low pricing
business model. We will offer our customers satisfaction in terms of quality, variety and price.
We will also ensure a consistent return on investment and growth rate through employee
motivation and satisfaction.
WHY JOHN PLAYERS
John Players is noted for its versatility, appearance, performance, and above all
its natural comfort. From all types of apparel, cotton in todays fast moving
world is still natures wonder fiber. It provides thousands of options to
experiment with style and look.
John Player is a style statement for the season. With the dynamism in lifestyle,
people are changing, so is the outlook and attitude towards fashion and lifestyle.
Youngsters are always looking for apparels that are high on fashion, but
affordable on prices. With the same ideology, John Players always strives to
offer the international clothing concepts at highly affordable prices. Over a
period of last three years, John Players has been successful in creating a distinct
niche for its brand in the highly cluttered and competitive readymade garments
market in India. Being a value for money brand, John Players main focus is to
penetrate in Tier- 2 and Tier-3 cities. The Company has a franchisee route and
within one year, it has over 120 exclusive outlets.
29

QUALITY
Unlike many other enterprises and business organizations, Quality is not just an
ordinary word with very little or no meaning. For John Players, Quality has a
significant importance of its own which can describe the potential of the
company in no time. We believe If the quality is good, there is room for John
Players to survive in this corporate world. However, if little attention is paid on
Quality, then survival for John Players in this competitive era will be a lot
difficult.
Hence, without giving any second thoughts, we have given Quality, our top
priority. Today Quality is something that is evident in all the spheres of the
Company even the products it sells, the work culture, and the various
departments of the Company. Our Parent Company, Nahar Industrial Enterprises
Limited has been awarded ISO 9002/IS 14002 Certification and Okotex
Certification.
For us, Quality is the ability of our products to be able to satisfy our users. And
to ensure this, the garment goes through various Quality checks in order to
ensure utmost customer satisfaction.
30

Quality can be mainly seen in 3 different spheres of the Company
1.Customers
We aim to do everything that satisfies our customer needs and expectations.
We make only those commitments that we fully understand and we believe we
can meet them.
Also, meeting our commitments made with customers on time.
2.Performance Driven
We confirm that all our garments meet the agreed requirements.
We constantly monitor and improve our businesss garments, services, and
organization and employee performance.
We make sure that we achieve the goals set by us for the future.
We confirm that our working environment is 100% employee friendly
In short, Our Commitments are towards our customers, business and society.

3. ANF FINALLY SATISFIED EMPLOYEES.
CHARLIE OUTLAW
31
CHARLIE OUTLAW is one of the youngest brands in the Indian menswear
market. It was launched on October 06 with the simultaneous opening of 104
stores in one day. The Brand is Youth Centric with Affordable Fashion as its key
Mantra. The product range includes all casual wear items for a young man and
includes shirts, T-shirts, sweaters, sweatshirts, jackets, trousers, jeans, cargos
etc.

32

The Brand has been launched by J OHN PLAYER
COTTON COUNTY COMPANY

Nahar Industrial Enterprises Limited is an Integrated Textile Player. The
company is engaged in manufacturing right from yarn to griege fabric to
processed fabric to readymade garments in the domestic market. Processed
fabric is sold to companies/brands like Madura Garments, Raymonds Color
Plus, Allen Solly, Louis Philippe, Provogue, Pantaloon. In the export market,
NIELs clientele includes names like GAP, Oshkosh, Ann Taylor, M&S, Liz
Claiborne, Timberland, Algle, Tommy Hilfiger etc.
Nahar Industrial Enterprises has floated a wholly owned subsidiary Nahar
Retail Ltd. for its foray into retailing.
33
The parent company is already involved in spinning, weaving, processing and
garmenting and supplies to some of the biggest brands in the world like Marks
and Spencer, GAP, Tommy Hilfiger and Armani.
The parent company Nahar Retail Ltd. is a wholly owned subsidiary of Nahar
Industrial Enterprises which was set up in1949
The promoters belief of Where commitment leads, achievement follows has
led to tremendous growth with the company involved in spinning weaving,
processing and garmenting and supplies to some of the biggest brands in the
world like Marks and Spencer, GAP, Tommy Hilfiger and Armani. Nahar
Industrial Enterprises Limited is an Integrated Textiles Player. The company is
engaged in manufacturing right from yarn, griege (?) fabric to processed fabric
to readymade garments in the domestic market. Processed fabric is sold to
companies/brands like Madura garments, Raymonds Color Plus, Allen Solly,
Louis Philippe, Provogue, and Pantaloon. In the export market, NIELs clientele
includes names like GAP, Oshkosh, Ann Taylor, M&S, Liz Claiborne,
Timberland, Algle (?), Tommy Hilfiger etc.
In NIEL., a wholly owned subsidiary Nahar retail Ltd. was set up for its foray
into retailing. The Brands Cotton County, Femme, Tazo etc. are retailed through
Executive Brand Outlets under the name and style of Cotton County and as on...
34
there were600. outlets, located across India in300.cities and21states
& 1 Union Territory. The retail network is largely operated through Franchisees.

ABOUT THE COLLECTION:
Inspired by the freshness of nature, Cotton Countys collection is an exotic
retreat that makes it all the more exclusive and exquisite. Targeted at the young,
trendy and hip-hop crowd as well as the upwardly mobile youth, this collection
exhibits an exciting combination of colors, designs and styles in stripes, prints,
plains and denim lending a very sophisticated and funky look to the entire range.
Cargo shirts have been introduced for the first time. Targeted at generation next,
the collection of cargo shirts are back in full blast, creating a overall impression
of style, while contrast stitching marks the collections gutsy edge, by creating
lots of play even in the more basic looks. The collection gives a fashion-
conscious man the freedom to choose his own adventures while giving him the
wardrobe that compliments his dynamic lifestyle.
T-shirts are amazing. You name a color and you can get Cotton County t-shirts
35
you and your shirt look immaculate all day long. After a few minutes on your
body, the shirt mixes business with pleasure.

MARKET POSITION:
Gaining brand recognition as a result of the expansion mode that the company
is in with the foray in Tier II and Tier III cities.
Benefit of First Mover Advantage
A truly Mass Volume Brand
Also known for selling a lot more than many popular brands
Catches the eye of the customer with attractive offers of heavy discounts
Advanced and in-depth planning and research and also considering the latest
trends and customer demands in mind.
Highly motivated staff.
Missions
36
We aim to meet the aspirations of our customers through our offerings of
contemporary fashion and international quality at affordable prices. We look at
every Indian as our customer and will operate on a Pan-India basis in Metro,
Tier I, Tier II and Tier III cities and towns. We will create a leadership position
in this field by growing faster than competition. We will achieve our goals of
customer satisfaction through product excellence and our growth objective
through employee motivation and prudent financial policies for investor
satisfaction.
Vision
To be pro-active in assessing customer needs and to deliver quality
products.
To grow as a leader ahead of the competition through internal
performance achievements.
To stand by our commitments to our Vendors, Franchisees and
Employees.

37

JOHN PLAYERS PRODUCTS
SHIRTS:

John Players Formal Shirt - JWFFS1291A1
Price: Rs. 1099
Seller : John Players

John Players Formal Shirt - JWNFS029D46
Price: Rs. 745
38

John Players Formal Shirt - JWNFS029L15
Price: Rs. 745

Price: Rs. 899

Price: Rs. 1299

39

John Players Formal Shirt - JWNFS030Q70
Price: Rs. 595

Price: Rs. 1299

John Players Formal Shirt - JWNFS029H79
Price: Rs. 745

40

John Players Formal Shirt - JWNFS029S54
Price: Rs. 745

Price: Rs. 745

Price: Rs. 795

41

Price: Rs. 745

John Players Semi Formal Shirt - JWSFS0712A5
Price: Rs. 699

Price: Rs. 699
42

Price: Rs. 649

Price: Rs. 649

T-SHRITS:

John Players Casual T-Shirt - JCMHH012F61
Price: Rs. 399 339
43

John Players Casual T-Shirt - JCCFH014D90
Price: Rs. 695 591

John Players Campus T-Shirt - JCMHH018P27
Price: Rs. 499

John Players Casual T-Shirt - JCCHH0241A2
Price: Rs. 649 552

44

John Players Casual T-Shirt - JCNHH013B62
Price: Rs. 245 208

John Players Casual T-Shirt - JCNHH013L85
Price: Rs. 245 208

John Players Casual T-Shirt - JCNHH014Q79
Price: Rs. 395 336

45

John Players Casual T-Shirt - JCMHH012J79
Price: Rs. 399 339

John Players Casual T-Shirt - JCCHH0241A3
Price: Rs. 649 552

John Players Casual T-Shirt - JCNHH013K27
Price: Rs. 245 208

46

John Players Casual T-Shirt - JCNHH013ZY5
Price: Rs. 245 208

John Players Casual T-Shirt - JCNHH014T32
Price: Rs. 395 336

John Players Casual T-Shirt - JFCHH023D53
Price: Rs. 749
47

John Players Casual Tshirt - JCMHH007D90
Price: Rs. 395 336

John Players Casual Tshirt - JCMHH0091A6
Price: Rs. 595 506

John Players Casual T-Shirt - JCMHH0131A1
Price: Rs. 549 467

TROUSERS:
48

John Players
Formal Trouser -
JWFFT090O63
Price: Rs.
1395 1186
Seller : John
Players

John Players
Formal Trouser
-
JWFFT097M9
9
Price: Rs.
1295 1101
Seller : John
Players

John Players
Formal Trouser
-
JWFFT093M9
5
Price: Rs.
895 761
Seller : John
Players

John Players
Formal Trouser
-
JWFFT091Q51
Price: Rs. 795
Seller : John
Players

John Players
Formal
Trousers -
JWNFT026M9

John Players
Formal
Trousers -
JWNFT026O1

John Players
Formal
Trousers -
JWFFT153M9

John Players
Formal
Trousers -
JWFFT153ZZ
49
5
Price: Rs.
999 849
Seller : John
Players

0
Price: Rs.
999 849
Seller : John
Players

5
Price: Rs. 999
Seller : John
Players

V
Price: Rs. 999
Seller : John
Players

COTTONCOUNTY PRODUCTS
As the name suggests, Cotton Countys brand positioning leans on casual
comfort and style with cotton as the dominant product input . The versatility of
cotton is reflected in the fashion statement embedded in the collection. The
current collection is aimed at casual and current fashion with a focus on the
younger generation.
The companys focus on quality is not just a marketing need but is truly a part of
the genes of the company and its parent. Nahar Industrial Enterprises is an ISO
9002/1S14002 enterprise with Okotex certification. Cotton County products are
manufactured in state-of-the art facilities with complete capabilities in hi-tech
50
knitting, dyeing, mercerizing, finishing, compacting and embroidery with total
quality control.

RESEARCH
METHODOLOGY
51

ETHODOLOGY
Research Design
In this research process descriptive research is being used by me, because to find
out
Problems solution thats why the market share of because to find out problems
solution
Thats why the market share of particular company is high & low. A research
has to
Collect the information of current market trends by conducting questionnaire &
face to
Face interview.
Data Collection Method
Collection of data is the first step in the statistics for the goal of conclusion. The
Collection process follows the formulation of research design including the
sample plan.
Data can be primary or secondary can be collected using variety of tools.
Primary Data
52
Collection of primary data during the course of doing experiments in an
experimental

Research but in case we do research of descriptive type & performs surveys,
then we can
Obtain primary data either through observation or through direct communication
with
Respondents in one form or interviews.
Important methods are:
Observation Method
Interview Method
Questionnaire Method
Distributor Audits
Pantry Audits
Consumer Panels
Depth Interview.

Secondary Data
It means that data are already available that is they refer to data, which have
already been
53

Collected and analyzed by some one else. When researcher utilizes secondary
data, he has
To look into various sources from where he can obtain data. .
Usually, published data is available through:
Various publications of central, state and local government.
Various publications of international bodies.
Books, magazines & newspapers.
Technical & trade journals.
Report and publications of various associations connected with business
and industry, banks, stock exchange etc.
Report prepared by research scholars, universities, economist etc, in
different fields.
Public records & statistics, historical documents and sources of published
information.
Research Design
Random Sampling
Sample Size
A sample size is 100.
Sampling Area
54
Dehradun City

ANALYSIS
&
INTERPRETATION
55

ANALYSIS & INTERPRETATION

1. Awareness about the International /National Brands of Apparels
Aware %age
Yes 100
No 0

Interpretation: From above graph & Table it is clear that out of the total sample of 100
male every body is aware about the national & International brands of apparels

0
20
40
60
80
100
120
Yes No
%age
56

2. Degree of Preferences of branded apparels among the Youth Males
Preference %age
Mostly Preferred 65
Preferred 17
Moderate 10
Least Preferred 5
Not Preferred 3

Interpretation: As the Chi-square test statistics 62.37 exceeds the critical value of 9.49 hence
null hypothesis is rejected and hence we reached at the result that our alternative hypothesis is
accepted hence Branded apparels are mostly & Highly preferred by youth (Males)
65%
17%
10%
5% 3%
Degree of Preference
Mostly Prefered Prefered Moderate Least Prefered Not Prefered
57

3. Apparels segment mostly liked by the Youth
Apparels segment % age
Ethnic 5
Corporate 14
Casual 51
Sports 29

Interpretation:
As the Chi-square test statistics 48.52 exceeds the critical value of 7.81 hence null hypothesis
is rejected and hence alternative hypothesis is accepted so the casual wear segment is mostly
liked by the youth.

5%
14%
52%
29%
Apparel's Segment
Ethinic
Corporate
Casual
Sports
58

4. Brands of particular apprels segment which are preferred most

Corporate Wears

Interpretation
John Players dominates this category with a major share of 15% which is due to excellent
promotion by signing Ranbeer kapoor as brand ambassador and best quality of material.
Cambridge occupies the second position comprising a 14% share due to large number of
outlets and reasonable rates. Provouge is at the third spot with a 13% share due to absolute
10%
15%
13%
12% 12%
8%
14%
2%
2%
12%
Corporate /Formal wears
LOUIS PHILLIP
JOHN PLAYERS
PROVOGUE
ARROW
PARK AVENUE
OXEMBERG
CAMBRIDGE
DONEAR
COTTON COUNTY
PERTER ENGLAND
59
publicity using the star-power of Fardeen Khan and good range of collection. Fourth position
is shared by Park Avenue, Excalibur.

Ethnic Wears

Interpretation:
Millionaire dominates this category with a whooping 18% share because of its recent
outstanding publicity tactics using hoardings. Millionaire is followed by Amarsons with 16%
share due to its fair advertising and common-man prices. Third position is shared by
Cambridge, Siyarams, Feb India and Libas with each taking 13% share. The reason being
reasonable prices and good range of collections.
2%
6%
13%
18%
3%
3%
16%
13%
13%
13%
Ethnic Wears
TIMBERLAND
LIBAS
FAB INDIA
MILLIONAIRE
HERITAGE
DIWAN SAHEB
AMARSONS
SIYARAMS
VIMAL
CAMBRIDGE
60

Sports Wears

Interpretation:
Adiads runs through all other top brands to finish first with 22% share due to its universal
appeal and a very popular logo that signifies better quality. Nike finishes second with 19%
share due to brilliant advertising that connects to todays youth. Adidas and Nike recently
sponsored many cricket teams in the World Cup 2007. They even spend a huge amount on
Research and Development i.e. R&D. Third position is occupied by Fila with 16% share
11%
19%
22%
16%
5%
3%
5%
3% 8%
8%
Sports Wears REEBOK
NIKE
ADIDAS
FILA
YONEX
LOTTO
SPEEDO
HEAD
PUMA
SLAZENGER
61
because of great discounts given by the company. Reebok is at fourth position with 11%
share.

Casual Wears

Interpretation:
Out of the top ten brands surveyed in casual category, 16% prefer Killer because Killer has a
wide variety of range to suit all tastes. Following Killer is Levis with 15% preference because
of good promotional strategies used by the company and also the second best company in
terms of providing good quality. Third position is taken by Spykar Jeans because of many
13%
11%
11%
2%
15%
16%
5%
11%
9%
7%
Casual wears
SPYKAR
PEPE
LEE COOPER
LAW MAN
LEVIS
KILLER
MONTE CARLO
DUKE
CARLE OUTLAW
62
factors such as fair publicity, affordable prices, suitable range of colors and comfort. Fourth
position is shared by Lee Cooper, Pepe Jeans and Duke.

PSYCHOLOGICAL FACTORS
I try for pleasing color combinations in my clothing
.

According to the survey, majority of the people seldom try to wear pleasing colour
combinations in their apparel. Also many people tend to opt for pleasing colour combination.
This is because men are not that specific about colour combinations and often have second
preferences.

5%
11%
19%
36%
29%
Pleasing colours combination in clothings
Always
Usually
Sometime
Seldom
Never
63

I try on some of the newest clothes each season to see how I look in the new styles.

The chart depicts that majority of the people seldom try new clothes every season and nearly
one-fourth of the people try new clothes each season. The reason being, the sample tends to
wait for the prices to drop down typical Indian mentality.

4%
21%
24%
36%
15%
Seasonal Trials of clothes
Always
Usually
Sometime
Seldom
Never
64

I have a long-term plan for purchasing more expensive clothes items of clothing.

The graph shows that majority of the people tend to plan on a long term basis to buy
expensive clothes. Nearly half of the remaining seldom follows the above. The reason being a
clear difference between higher and middle-class purchasing styles.

7%
34%
9%
22%
28%
Long-term plan for purchasing more
expensive clothes
Always
Usually
Sometime
Seldom
Never
65

I try to buy clothes with well-known labels.

The chart depicts that almost half of the sample size usually tends to buy well-known labels
and the demand for labels decreases with decrease in income. The reason for such a huge
demand for well-known labels being increasing popularity of branded apparels among todays
youth.

6%
4%
27%
20%
43%
Purchase of well-known labels
Always
Usually
Sometime
Seldom
Never
66

I try to keep my wardrobe up-to-date.

According to the survey majority of the people not very often keep their wardrobe up-to-date
and one-quarter of the people sometimes tend to up-to-date their wardrobe. The remaining
half mostly opts to keep their wardrobe up-to-date with the latest in the apparel section. The
reason being ones wardrobe comprises of huge variety of top labels, which sometimes does
not go with todays youth culture.

15%
19%
26%
29%
11%
Keep ones wardrobe up-to-date.
Always
Usually
Sometime
Seldom
Never
67

I ask my friends what they are wearing to an event before I decide what to wear.

According to the survey majority of the sample size sometimes opts to consult their friends
before choosing their apparels. Also, one-fourth of the respondents always take their friends
opinion before choosing their apparels. The reason being, todays youth goes for few opinions
before taking a decision in terms of choosing apparels

24%
11%
46%
19%
0%
Consulting my friends beforeselecting
ones apparels for an events
Always
Usually
Sometime
Seldom
Never
68

I get new clothes for a special occasion if the clothes I have are not the type my friends
will be wearing.

The survey shows that majority of the respondents in the sample size sometimes tend to buy
new clothes for special occasions and the remaining usually or often purchase new clothes for
special occasions. This is because the youth today prefers change in taste in every aspect of
apparels.

26%
14%
24%
26%
10%
Purchase new apparels for new
occasions
Always
Usually
Sometime
Seldom
Never
69

I have more self-confidence when I wear my best clothes.

According to the survey half of the respondents never tend to relate their self-confidence with
their best apparel they wear and close to one-third of them seldom tend to connect their self-
confidence with their apparel. The reason for the above being that todays youth follows the
trend that does not connect confidence and apparel.

5%
9% 6%
29%
51%
Feel more self confident with branded apprels
Always
Usually
Sometime
Seldom
Never
70

5. Reference group which influence the purchasing.
Reference groups %age
Family 8
Friends 53
co-workers 7
Brand Itself 23
Others 9

Interpretation:
8%
53%
7%
23%
9%
Reference groups
Family
Friends
co-workers
Brand Itself
Others
71
As the Chi-square test statistics 76.6 exceeds the critical value of 9.49 hence null hypothesis is
rejected and hence alternative hypothesis is accepted & we reached at the result that Friends
are most favored reference group which influence youth to go for branded apparels
while purchasing over other like family & brand itself

6. Media which males preferred while looking for informations about apparels.
Media used %age
Television 47
Radio 3
Newspaper 10
Magazine 21
Internet 17
Others 2

Interpretation:
47%
3%
10%
21%
17%
2%
Media Used
Television
Radio
Newspaper
Magzine
Internet
Others
72
As the Chi-square test statistics 83.07 exceeds the critical value of 11.07 hence null
hypothesis is rejected and hence as per the alternative hypothesis Males go for or choose
broadcast media for getting information about the Apparels brands over the Print Media.

7. Highest level of education you have completed?

Qualification %age
Intermediate (+2) 5
Bachelor degree 36
Master Degree 47
PHD 0
Other professional Degree 12

Interpretation:
5%
36%
47%
0%
12%
Qualification
Intermediate (+2)
Bechlor degree
Master Degree
PHD
Other professional
Dergee
73
Out of the sample of 100 male, From above table & graph we found that 47 % of the
males are qualifying for the master degree as they are studying in the colleges &
Universities whereas only 5 % are of intermediate level & 36 % are qualifying for
bachelor degree. who are wearing branded apperals .

8. Marital status
Marital status % age
Single 91
Married 9

Interpretation: Survey which we have conducted, out of 100 respondents 91% of the
respondents are single that they are un-married and only 9 % of the male respondents are
married.

91%
9%
Marital status
Single
Married
74

9. Age
Age %age
Below 17 6
18-20 34
21-24 51
above 25 9

Interpretation: From the data shown in the table we found that most of the male respondents
are between the age of 21-24 years 51% of the males fall in this age interval whereas 34 % of
respondents (Males) are falling in the age interval of 18-20 years and only 6% of males are
below 17 years of age.

6%
34%
51%
9%
Age
Below 17
18-20
21-24
above 25
75

10. Your total income that you, yourself, earn monthly?
Income Level %age
No Income 47
Below Rs. 10000 25
Rs. 10000-20000 17
Rs. 20001-25000 11
Above Rs. 25000 0

Interpretation:
As we have discussed that most of the male youth respondents are qualifying &
qualified for bachelor degrees & Master degree so from the above data we found that
47%
25%
17%
11%
0%
Income Level
No Income
Below Rs. 10000
Rs. 10000-20000
Rs. 20001-25000
Above Rs. 25000
76
47 % of the respondents are having no income they have no source of income other
than their parents, who buy branded apparels & 25 % of respondent who have
completed their bachelor & master degree who wears branded apparels are doing job
in some companies an they have income Below 10000, 17% have income between
Rs.10000-20000. Only 11% respondents who wear branded apparels have income
between Rs. 20001-25000.

FINDINGS
77

FINDINGS
After conducting the whole survey on my project I fount that
Branded apparels are mostly preferred by the male youth when there are
so many national & international brands are existing 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.
Out of the top ten brands surveyed in casual category, Male prefers Killer
because Killer has a wide variety of range to suit all tastes. over the other
brands like Lee Cooper, Pepe Jeans and Duke
In the corporate category John Players dominates this category with a
major share of 15% which is due to excellent promotion by signing
Ranbeer kapoor as brand ambassador and best quality of material than
78
other brands followed by the Park Avenue, Excalibur.
Provouge,Cambridge
In the category of Sports wears Adidas runs through all other top brands to
finish first with 22% share due to its universal appeal and a very popular
logo that signifies better quality. Adidas is mostly liked by the youth over
the other brands like rebook Nike ,Puma Yonex etc
In the Ethnic segment, Millionaire dominates this category with a
whooping 18% share Millionaire is followed by Amarsons with 16%
share due to its fair advertising and common-man prices.
Friends are most favored reference group which influence youth to go for
branded apparels while purchasing over other like family & brand itself
Males go for or choose broadcast media for getting information about the
Apparels brands over the Print Media.
Majority of the sample size seldom tend to update their wardrobe and
hence not very often do they opt for pleasing colour combinations and
seasonal trial of new styles in apparels.
Todays 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.
79
The youth today, wears what they like irrespective of his/her friends
approval. During survey we found that todays youth always prefers new
clothes for special occasions
In survey we also found that todays youth always try new clothes without
planning to buy them. They not very often try on different apparels to
impress people.

SUGGESTIONS
80

SUGGESTIONS
After studying the buying behavior of the youth of Bijnor regarding the
branded apparels, what we recommend to the apparels manufacturing as
well as marketing companies is that:
In Bijnor youth is aware about the National & International brands but
some of the brands are not available in Bijnor 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.
Most of the youth make the decision of buying the apparels when they aw
that celebrity is using & wearing that particular brands like john player
81
brand is promoted by Ranbeer kapoor So companies should promote their
brands by e endorsing the Celebrity whose personality is matching with
the brands.

LIMITATIONS
82

LIMITATIONS

There are following constraints of the study which can be explained as:-

The time of research was short due to which many fact has been left
untouched
The Area undertaken in research in Bijnor only. But to do a complete
research a wide area is required, so the area is also a constraint of the
study.
Sample for the study taken is of only 100 consumers. Which can also act
as a constraint in the study?
83
While collecting data some of the respondents are not willing to fill the
questionnaire, so they might not fill their true behavior. This can also be a
constraint of the study.

CONCLUSION
84

CONCLUSION

From the survey that was conducted, we conclude that 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.

The survey shows that majority of the sample size seldom tend to update their
wardrobe and hence not very often do they opt for pleasing color combinations
and seasonal trial of new styles in apparels. Also todays youth only sometimes
cares to be considered as outstandingly well-dressed by their friends, which is
majorly responsible for their trial of accessories during the purchase of new
85
apparels. Todays youth majorly tend to go for branded clothes and they always
plan long-term for the final purchase.

Todays 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 friends approval. The survey also depicts that todays youth always
prefers new clothes for special occasions.

The survey shows that todays youth always try new clothes without planning to
buy them. They not very often try on different apparels to impress people. They
also very rarely decide on clothes according to their mood and never connect
self-confidence with their apparels.

86

BIBLIOGRAPHY
87

BIBLIOGRAPHY
WEBSITES:
www.apparelsindustry.in/india.htm
http://en.wiki.wikipedia.com/indian_industry
www.managementparadise.com/consumerbehaviour_branded_apparels.htm

88

QUESTIONNAIRE
89

QUESTIONNAIRE

Dear Sir,

I am , student of MBA 3
rd
Sem. from UPES Institute of Management
Dehradun.I am doing my final project. Comparative Study between Cotton
County & Johnplayers .For this I need to get a questionnaire filled by you, the
data & information provided by you will be remained confidential & will be
used for the academic purpose. So please help me in this project.
Name: ___________________________________
Age: _________
90
Address: ____________________________________________________
Indicate your choice by placing a CHECK or X in the spaces provided after each
response.

Q Q. .1 1 Are you aware about the International /National Brands of Apperals?

Yes No
Q Q. .2 2 Degree of preferences of the branded apparels amongst you.

Mostly Preferred
Preferred
Moderate
Least Preferred
Not Preferred

Q Q. .3 3 Which apparel segment you like the most?

91
a) Ethnic
b) Corporate /Formal
c) Casual
d) Sports

Sr.n
o
Casual Corporate Ethnic Sports
wear

SPYKAR LOUIS PHILLIP TIMBERLA
ND
REEBOK
PEPE JOHN PLAYERS LIBAS NIKE
LEE COOPER PROVOGUE FAB INDIA ADIDAS
LAW MAN ARROW MILLIONAI
RE
FILA
LEVIS PARK AVENUE HERITAGE YONEX
KILLER OXEMBERG DIWAN
SAHEB
LOTTO
MONTE CARLO CAMBRIDGE AMARSONS SPEEDO
DUKE DONEAR SIYARAMS HEAD
92
Q Q. .4 4 If you have to choose from the below listed apparels segment & brands
which brands of particular apperals segment will you preferred most??

Q Q. .5 5 Read the following statements and rate each according to the scale given
below.
Indicate your choice by recording the number in the blanks provided to the
right of each statement.
Scale:
Always, very high exceptions 5 usually, majo\rity of the time4 Sometimes
3 Seldom, Not very often, 2 Never, very few exceptions 1

a a) ) I read magazines and newspapers to find out what is new in clothing.
b b) ) When new styles appear on the market, I am one of the first to buy
them.
CARLE
OUTLAW
JOHN PLAYERS VIMAL PUMA
POLO PERTER
ENGLAND
CAMBRIDG
E
SLAZENG
ER

If others, please specify

93
c c) ) I go for purchase because I get bored with wearing the same type of
clothes all the time.
d d) ) I have a long-term plan for purchasing more expensive clothes items of
clothing.
e e) ) I preferred to purchase the apperals which are weared by the
celebrities
f f) ) I try to dress & even purchase same as my friends so that others will
know that I am part of the group.
g g) ) I wear Brand clothes to impress people
h h) ) It Depicts my Social Class
i i) ) I have more self-confidence when I wear Branded clothes of my
choice clothes
j j) ) Again you go with the same brand during repurchase

Indicate your choice by placing a CHECK or X in the spaces provided
after each response.

94

Q Q. .6 6 Who influence you most while going for the purchase of branded
apparels?
a) Family
b) Friends
c) Co-Workers
d) Brand Itself
e) Others
(Explain) ________________
Q.7 Which media do you prefer most while looking for information about
apparels?

a) Television
b) Radio
c) Newspapers
d) Magazines
e) Internet
f) Others _____ (Explain)_________________________
g) Do Not Use

95
Q.8 What is the highest level of education you have completed?

a) Intermediate (+2) b) Bachelors Degree
c) Masters Degree d) PhD or Equivalent
e) Other Professional Degree (Specify)_________________

Q.9 What is your marital status?
a) Single b) Married

Q.10 What is your total income that you, yourself, earn monthly?

a) No Income b) Below Rs 10000
c) Rs10000 -20000 d) Rs 20000-25000
e) Rs 25000 and Above

THANKS FOR GIVING YOUR VALUABLE TIME

96

John Player

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