Wholesalebox

Executive Summary

Branded and Unbranded

A company is the identification of a distinctive product, carrier, or trade. A brand can take many
types, together with a reputation, signal, symbol, color combo or slogan. The word manufacturer
began readily to be able to inform one person's cattle from yet another by means of a scorching
iron stamp. A legally covered manufacturer name is called a trademark. The word manufacturer
has persevered to adapt to encompass identification - it influences the character of a product,
enterprise or carrier.
An unbranded excellent is a good which isn't well-known by means of a reputation. Goods are
dealt with as a commodity goods or circumstances where consumer is reluctant to make
manufacturer distinctions, for instance toothpicks, cloth pins. On this stage customer memory
network consist mainly of a node opting for the product class. Such items are almost always seen
in constructing countries. Knowledge concerning the product is confined to the users. So
consumers are unaware in regards to the brand.
Men and women buying clothes are always torn between whether they should purchase the
branded clothing or clothes that are unbranded. Of direction, the primary and most apparent
difference between branded and unbranded is the cost. Nevertheless, despite the fact that branded
rate much more, listed here are three motives why one will have to opt for them.
The speedy evolution of verbal exchange and mobile technological know-how has resulted in
seamless float of information across all purchaser segments. This along with the progressive
liberalization of the Indian economic climate has introduced important shifts in Indian retailer
behavior. They're much more discriminatory in their alternative of merchandise and offerings and
preferences. At the same time they are company mindful, they proceed to purchase non branded
goods. The venture for the marketers at present is growing company consciousness, company
building and positioning. Branding helps establish organizations process. Victorious brands
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provide competitive skills in terms of manufacturer loyalty and company extensions. The
immense Indian patron market masking the rural and urban areas is heterogeneous where each
branded and unbranded products co-exist. Developing brand equity is a vital success component
in at presents aggressive market. Victorious manufacturers provide competitive capabilities in
terms of company loyalty and company extensions.
Entry of foreign manufacturers has intensified the brand struggle. The young work force is
company mindful and has no qualms in moving to more moderen manufacturers. They're more
traumatic and choosey on the basis of extrinsic features and intrinsic values. FMCG market
comprising of the gigantic number of low-priced daily use non durable products fall prey to the
unpredictable behaviour of the early life populace whose company loyalty alterations with their
moods. While some manufacturers like blue lagoon, apache, etc. Failed, many like Cadburys,
Maruti, Amul, Lux would stand up to competition for lengthy intervals of time due to
improvements sustaining customer attention and loyalty
by way of this wide definition, it is the retailer shopping habits in the direction of
branded/unbranded merchandise and their preferences involving branded/unbranded
merchandise in tricity market which can be the major motive of this paper.
WholesaleBox is a website for wholesale shopping and promoting across India, for shops to be
equipped to purchase straight at manufacturing facility prices. We're a bunch of technological
know-how and industry people from IIMs, IITs, NITs, and so on, who're working to carry
efficiency in the whole distribution process and support retailers get more sort at their doorsteps.
We now have put the whole wholesale shopping procedure online to permit manufacturers
&brands and shops to drive incremental revenue, reduce costs, toughen their consumer expertise
and analyze performance via information analytics.
They can take potential of our easy net interface to purchase merchandise for his or her retail
outlets and get these without needing to travel to distinctive cities / manufacturing hubs or to buy
at so much bigger prices from the wholesalers near them.
Position in enterprise for the period of internship
The position is accountable for making sure delivery of the corporations business plans in the
geography assigned. The business plans here imply thought down load, retailer registration on
the website, key account administration, retailer engagement, retailer education and eventually
sales price provide. The position helps translate trade strategy into distinctive actionable in the
alternate to aid meet business goals of distribution, share and Gross Merchandise value (GMV).
Role in enterprise was once to promote in tricity as corporation was a new startup during first
month of internship I had a position of market government throughout 2nd month of internship I

had role of earnings executive as well as market govt. I had a role to discuss with retailers in
tricity which was once a nice experience for me. Some other role are - :
new revenue possibilities by means of inbound lead comply with-up
recognize retailer wants and requirements
Route qualified possibilities to the right earnings executives for additional development and
closure
participate in potent on-line demos to prospects

KEY obligations
Market functions:
Territory planning to make certain choicest protection, depth, assortments and service phases.
Measurement and snatch market stage opportunities by using building a strong industry case
around them and getting crucial investments and efforts to have an understanding of them.
Interact with outlets to create collaborative, long run relationships with them to aid growth
ambitions.
Administration:
be certain well timed submission of daily reports and different expertise required from time to
time.
Conveniently coordinate with HO provide team in adherence with DP and supply schedules.

Table of content

S.No.

Particular

Page
no.

1.

INTROFUCTION OF COMPANY

9-12

2.

SWOT ANALYSIS

13

3.

MAIN COMPETITORS

14-17

4.

INTRODUCTION TO PROJECT

18-24

5.

LITRATURE REVIEW

25-29

6.

NEED OF STUDY

30

7.

OBJECTIVE OF STUDY

31

8.

RESEARCH METHODOLGY

32-34

9.

INTERPRETATION & ANALYSIS

35-45

10.

CONCLUSION & FINDINGS

46-48

11.

REFRENCES

49

12.

ANNEXURES

50-52

Introduction to the company

WholesaleBox is a website for wholesale buying and selling across India , Wholesalebox
Internet Private Limited is a Private incorporated on 12 September 2015. It is classified as Nongovt Company and is registered at Registrar of Companies, Jaipur. Its authorized share capital is
Rs. 100,000 and its paid up capital is Rs. 100,000. .Wholesalebox is mainly for retailers to be
able to buy directly at factory prices. We are a bunch of technology and business people from
IIMs, IITs, NITs, etc, who are working to bring efficiency in the whole distribution system and
help retailers get more variety at their doorsteps. They can take advantage of our simple web
interface to buy products for their retail outlets and get those without having to travel to different
cities / manufacturing hubs or to buy at much higher prices from the wholesalers near them.
We've put the entire wholesale buying process online to enable manufacturers & brands and
retailers to drive incremental revenue, cut costs, improve their customer experience and analyze
performance through data analytics.
We bring the best prices, largest variety and convenience of e-commerce to help retailers
become more competitive and offer great pricing to their customers. You get hassle free returns,
in case you are not happy with the product quality and if it is not as described. Regular buying
from us will make you eligible for many more services like personal buying assistance, volume
discounts, credit facilities, etc.
We bring you the best prices, as we operate at very low margins, if you compare us with a
normal Wholesaler nearby you. Buying from us, you can save 25%-35% of the procurement cost
on every order. We have more than 15000+ designs on our website for retailers with convenience
of e-commerce like COD, Home Delivery, Easy Returns, Value for Money with respect to
Quality, Personal Buying Assistance, Volume Discounts, Credit Facilities, and the most
important one, Guaranteed Lowest Prices!!! Shop at WholesaleBox, so that you can offer great

pricing to your customers. In overall, buying at WholesaleBox will increase your profit margins
at the convenience of your fingertips.
Wholesalebox App helps shops promote their shops and business by broadcasting Wholesalebox
designs to their customers with their marked up retail pricing and taking customer opinions even
before buying, thereby reducing dead stock. It also helps in branding the showroom and get the
latest trends and customer demand prediction
Products of wholesale box :-

KURTIS
SUITS
SAREES
WESTERN
BOTTOMS
SUIT CATALOG
FABRICS
DUPATTAS & SHAWLS
HOME FURNISHING
ACCESSORIES
JEWELLERY

Small traders nowadays have a leaning towards convenience and cost saving. Usually, a trader
travels to various markets to source unbranded products, negotiate price on his own, involves
multiple middlemen that increases his procurement cost 20-30% and takes all the trouble to
transport the product. We get them their local unbranded product at their doorstep, with easy

return policy and bring cost down by at least 20-30%, said Chandan Agrawal, co-founder,
Wholesalebox.
How does Wholesalebox work ?
WholesaleBox is an online platform where retailers/shopkeepers can buy hasslefree and reduce
their procurements costs at better quality, from the convenience of his/her home/shop. From
WholesaleBox, a retailer can order products in bulk for reselling and the order will be delivered
at his/her chosen place. The ordering process is pretty simple. Sign Up (if first time), or Login
the website using your mobile number or email address. Select designs you wish to place the
order for, and add them to your cart. Use filters, sorts, and search to get the desired products of
your choice from more than 20000 to choose from. Once selection is complete, go to cart, click
checkout and follow the steps to place the order with WholesaleBox and get Door Delivery done.
Easy returns policy is provided post delivery of the Goods. Please review the Returns and
Cancellation Policy.

Company profile
WholesaleBox are one of the leading names in the market known for providing a wide gamut of
ladies clothes such as KURTIS, SUITS, DRESSES, TOPS, BOTTOMS, SUITS CATALOGUE,
DUPATTAS, FABRICS, SHAWLS, JAIPURI BANDHANI, SAREES to name a few. We are the
Premier and cheap online shopping wholesaler of all ladies ethnic wear kurtis, suit catalogue,
Patialas with dupatta, designer suits. Cheap Women's clothes online on wholesalebox, online
women's clothes wholesaler with fast delivery in any part within India. We are one of the best
Wholesale clothing suppliers in India for ladies.
Jaipur-based startup Wholesale box. in, established in September, caters primarily to traders who
buy unbranded goods and where there is an immediate need for an efficient procurement and
distribution model
Wholesalebox sources unbranded apparel from Jaipur, which is a major manufacturing hub for
cotton-based products like kurtis, dupattas and skirts. WholesaleBox has roped in more than 600
women's apparel stores across India as it is focusing on apparels.
Vision
To create a truly global brand that provides growth opportunities for the company and its
employees whilst achieving its goal of becoming the number one value fashion wholesaler across
the India
Mission
Be a market leader in the field of value wholesaling. Provide fashionable products at affordable
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prices. Be innovative, cost effective and globally competitive. Exceed our customers
expectations. Provide opportunities of growth for our employees.
The company size is 11-50 employees Headquarters in Jaipur, Rajasthan. The company has a
Turnover Rs. 1 - 2 Crore approx.
Directors of Wholesalebox Internet Private Limited are Rakesh Shekhawat, Rohit Dangayach,
Madhur Bhaiya, Chandan Kumar Agarwal
Details about directors
Rohit Dangayach, (IIT Roorkee, IIM Bangalore), 8 yrs Strategy Consulting and startup
experience
Rohit joined CarDekho in 2010 and was instrumental in starting and scaling up all major
revenue streams at CarDekho till Sequoia Capital investment. Rohit then started a highly
successful garments retail chain and expanded to multiple showrooms, and a wholesale business
in women ethnic wear which he handed over to start WSB.

Chandan Agarwal
(TAPMI), 7 years Investment Banking and startup experience
An execution champion, Chandan comes from a business background and after working on
various deals during his investment banking stint with Citi and BoA, he decided to startup on his
own in 2013. He recently handed over his successful and profitable real estate and hospitality
business to start WSB and make it a $ Billion venture .
Madhur Bhaiya
(IIT Delhi, University of Alberta), 6 years Hi-Tech product & Software architect
Madhur is an all-stack architect, and have designed and developed very high end scientific
simulation software for engineering industries and finds ecommerce development to be a
cakewalk. An ex-NRI, he worked in Canada for a few years on high-end tech before coming
back to India and starting WSB.
Rakesh Shekhawat
(SMU), 10 years all-Stack Development & product startup experience
Rakesh ran his own software services company and scaled it to over 45 people and then sold it to
start internet product based company. He is an all-stack developer and his answer to every
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technical problem is a few minutes! He was a tech consultant to various internet ventures before
starting WSB.
Line managers are Suhail Pratap Singh and Yashwardhan Singh

SWOT ANALYSIS
Strength
Selling goods at factory prices
B2B online portal
Retailer can make comparison easily
Weakness
Complicative purchasing policy
Limited regional offices
Difficult Payment methods
Opportunity
Improved Payment system
More regional offices
Uncomplicative purchasing policy
Threats
Local Competition
Other B2B online

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Why us ??
We have been successful in winning the hearts of our clients with our products and services. The
clients also appreciate us for our many other allied services, which have earned us a good
business and reputation. Our business transactions are open to scrutiny, this helps clients to have
more trust and faith.

Some of the points which make us a popular choice in the market are

High-quality products
Premium packaging
Capability to meet huge market demands
Easy payment modes
On time delivery
Customized products
Competent team

Main Competitors & brief Competition Analysis

Main Competitors in Wholesale B2B Category

GrocNation began with an intention to bring high-quality satisfactory, value and convenience to
consumers without reference to their comfort with the web. With a easy on-line interface and
easy call to order, GrocNation provides both online and offline manner to situation orders. Led
through a dedicated workforce that is hooked in to e-commerce, science & retail, we strive to
convey satisfactory products to the doorstep. With over one thousand products, we're regularly
expanding our product categories to comprise farm recent fruits & greens, every day necessities,
speciality products, seasonal & festive favourites. Currently serving areas around SP Ring
avenue in Ahmedabad, we furnish handy cash on delivery fee option. Experience exceptional
time along with your loved ones & care for other main things in life even as we handle your
grocery.
GrocNation has long gone a step further and started catering institutional buyers to furnish equal
satisfactory exceptional and authentic service that our retail purchasers experience. With always
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developing B2B purchaser base, GorcNation has established itself as a depended on accomplice
for all institutional grocery wants.
Zoffio.Com is considered one of Indias fastest developing e-commerce companies focusing on
place of job provides for companies. It is the one discontinue retailer that caters to every
workplaces needs ranging from the stationery, desk add-ons, workplace equipments, electronics,
and furniture to the personalized corporate items. Zoffio.Com empowers you with the easy,
bother free alternative to accessorize your workplace with the elemental workplace presents to
the prime workplace accessories online. It offers you the widest, in-vogue range of place of work
products at a competitive fee and purchase on credit score choices amongst different value.
Headquartered in Indias technology capital Bangalore, Zoffio.Com is yet one more enterprise
via the renowned Zuri world crew (www.Zurigroupglobal.Com). Having a pan India insurance
plan, Zoffio.Com has strategic alliances with the entire pleasant brands: Casio, Deli, Maped,
Reynolds, Mungyo, 3M and Staedtler to name a number of, within the place of business supply
enterprise.
Brief competitors analysis
GrocNation, an Ahmedabad centered startup, dropped its online B2C grocery supply provider as
soon as it sensed higher possibility in B2B.
"In B2B grocery trade, you may lock-within the patron by way of individual contract, which is
never feasible in B2C," stated Cofounder Vivek Singh.
"With a few B2C avid gamers, the customer acquisition fee is high owing to several marketing
promotions, reductions and offers being made. Extra, the patron loyalty is also low." also, the
usual order measurement of a retail client is low, which puts further strain on margins within the
B2C industry, he stated.
GrocNation caters to institutional consumers in Ahmedabad and plans to develop to three more
cities in the next 365 days.Its month-to-month income is greater than .`6 lakh from simply 5
shoppers..
"Small traders these days have a leaning towards convenience and cost saving," mentioned
cofounder Chandan Agrawal. Probably, a trader travels to various markets to source unbranded
merchandise, negotiate fee on his possess, involves more than one middlemen that raises his
procurement cost 20-30% and takes the entire quandary to transport the product, he mentioned.
"We get them their regional unbranded product at their doorstep, with easy return policy and
carry cost down by means of at the least 20-30%."
"Bulk ecommerce gamers are offering a detailed degree of fiscal hygiene within the complete
process of trade transaction for the corporates, SMEs (small and medium corporations) and
merchants," said Abhishek Kamani, founder and CEO of Zoffio. He mentioned offline and B2C
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ecommerce players should not tuned to the wishes of the trade establishment that requires
designated deliver patterns and fiscal transparency.
The Bengaluru-situated startup supplies administrative center stationery to businesses and SMEs.

Every local clothing shops are its competitor because they are purchasing from their
wholesalers. In ecommerce every other b2b b2c clothing sites are its main competitor, they have
their own online distribution channel like
Wholesalers buy products from the manufacturer and resell them to retailers.
_ Retailers buy products from manufacturers or wholesalers.
_ Brokers facilitate transactions between buyers and sellers.
_ Agents may represent either the buyer or seller.
_ Manufacturers agents represent the seller.
_ Purchasing agents represent the buyer.

More about competitor & other competitors

Online Distribution Channel
Myntra.com
Myntra is an Indian e-commerce company of fashion and
casual lifestyle products, headquartered in Bangalore,
Karnataka, India. The company was founded in 2007
by Indian Institute of Technology graduates with a focus on
personalization of gift items. By 2010, Myntra shifted its
focus to the online retailing of branded apparel.
In May 2014, Myntra.com merged with Flipkart to
compete against Amazon which entered the Indian market
in June 2013 and other established offline retailers
like Future Group, Aditya Birla Group and Reliance Retail.
Awarded 'Best E-commerce Partner of the year 2011-12' by
Puma India.
As of 25 April 2016, Myntra ranks as the top 4 startup for
India in the Startup Ranking.

Customer

Online Store

Products & gifts

Safe Payment/COD

Expedition

it allowed customers to personalize products, such as Tshirts, mugs, mouse pads, calendars, watches, teddy bears,

Delivery
13

pendants, wine glasses and jigsaw puzzles. After that, it shifted its focus by retailing branded
apparel and moved away from personalization. It has expanded its catalogue in 2011, which
included fashion and lifestyle products after tying up with a number of popular brands to retail a
wide array of their latest merchandise. More than 500 leading fashion and lifestyle brands in the
country, such as Nike, Adidas, Puma, Lee, Levis, Wrangler, Arrow, Jealous 21, Biba, Fabindia,
US Polo and the likes are offered in the online marketplace. It has more than 1,000 employees
and estimated revenue of $300 million.

Jabong.com
Jabong.com is an Indian fashion and lifestyle e-commerce portal founded by Praveen Sinha,
Lakshmi Potluri, Arun Chandra Mohan. The portal sells apparel, footwear, fashion accessories,
beauty products, fragrances, home accessories and other fashion and lifestyle products. The
company's headquarter is in Gurgaon, NCR.
In July, 2016 Flipkart acquired Jabong through its unit Myntra for about $70 Million.
Jabong.com follows both an inventory model and a managed marketplace model. In the
inventory model, products are sourced from brands and stored in the Jabong warehouse. In the
managed marketplace model, Jabong provides marketing, logistics and delivery.
The company also embarked on a huge mass communication campaign, created its own logistics
network and ensured a significant presence in the market within a very short span while others
took at least two-three years to build them up.
Unlike the typical startups, Jabong was an e-commerce initiative from Rocket internet group
itself. There are no founders in the traditional sense i.e., there had been nobody who worked for
equity to build a proof of market opportunity and ramped up the business from there.
Since it was founded by an investment firm, they had huge investments from day one, and
Rocket group had assembled a team of good e-commerce executives.
According to a ComScore report, Jabong.com had the second highest amount of traffic on its
website within a few months of its launch. In March 2013, Jabong.com held an Alexa Traffic
ranking of 44 in India. Jabong also ranked 10th in Google Zeitgeist India trends making it 10th
most searched term in 2012 in India.
In less than 20 months, Jabong.com has become the third-most visited online shopping
websiteafter Myntra.com and Flipkart.com in India.

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15

Introduction to the Project

BRANDING
BRANDING
there are a lot of exclusive definitions of a brand, probably the most powerful description
nevertheless, is that a company is a reputation or image that's most commonly recognized to
identify a enterprise or its merchandise and separate them from the competitors.
A famous company is in most cases viewed as person who individuals will realize, typically
although they have no idea in regards to the manufacturer or its merchandise/services. These are
by and large the organizations identify or the title of a product, although it will probably also
include the identify of a feature or form of a product.
The overall branding of a corporation or product may additionally stretch to a symbol, symbol,
and even design facets (e.G. As a rule used colours or layouts, comparable to pink and white for
Coca Cola.) that determine the enterprise or its merchandise/offerings.
For example:
The Nike manufacturer title is known for the period of the world, people can identify the identify
and logo even supposing they've in no way bought any of their merchandise.
Nevertheless, no longer best is the organization title a company, however the brand (The tick
symbol) is also a powerful piece of branding in its possess correct. The majority of individuals
which are mindful of the corporation may also identify it (or its products) from this image alone.
The clothing and walking shoe enterprise Adidas is well identified for using three stripes on its
variety of merchandise. This design function branding makes it possible for humans to determine
their merchandise, even if the Adidas manufacturer identify and brand is just not reward.

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BRANDED goods:
A brand is the identity of a distinct product, service, or industry. A brand can take many types,
including a name, sign, image, colour mixture or slogan. The phrase brand began without
problems so that you can inform one individual's cattle from an extra by way of a sizzling iron
stamp. A legally protected manufacturer identify is known as a trademark. The word brand has
persevered to evolve to encompass identity - it influences the character of a product, company or
provider.
A idea manufacturer is a brand that is associated with an summary inspiration,instead than a
specific product, provider, or trade.
UNBRANDED goods:
An unbranded excellent is a good which isn't famous via a name. Goods are dealt with as a
commodity goods or instances the place client are reluctant to make company distinctions,for
example toothpicks, material pins. On this stage consumer reminiscence community consist
exceptionally of a node deciding on the product class. Such goods are on the whole noticeable in
setting up countrie. Informaton in regards to the product is confined to the customers. So
purchasers are unaware in regards to the manufacturer.
Its also known as generic brand' A sort of customer product that lacks a commonly recognized
identify or logo considering that it most likely is not advertised. Prevalent manufacturers are on
the whole much less pricey than manufacturer-name products due to the dearth of promotions,
which will inflate the price of a good or provider
men and women buying garments are continually torn between whether or not they will have to
purchase the branded garb or clothes that are unbranded. Of direction, the predominant and most
obvious difference between branded and unbranded is the rate. Nevertheless, although branded
price much more, listed below are three explanations why one should pick them.
Branded apparel can be exchanged:
if you're purchasing your branded garments from the proper shop, that you would be able to
clearly alternate them provided you adhere to the foundations and laws. Though you could not
invariably get your a refund, but you may get coupons to purchase for the identical amount from
the mentioned save, which is good ample. Also, branded clothes have better consumer carrier
and alternate insurance policies, that will make certain that you do not grow to be stiffed since of
your buy.

17

Branded attire fit better:

One can not deny the fact that branded garments seem and fit better. Actually, many men and
women buy clothes from a specific company at all times without difficulty on account that they
are extra cozy with the match that the garments furnish them. Also, you're going to in finding
that branded garments have more matches on hand. For instance, a branded garments brand will
have the same design available in more sizes than all of the unbranded garments put collectively.
Branded apparel is Safer to put on:
garments are fabricated from quite a lot of substances and resources. In the event you put on
unbranded clothes, you can also end up getting hurt by using the accessories that are used in
making them, for illustration a malfunctioning button or a bad zipper. Accordingly, simply with
the aid of paying slightly more, which you can be certain that you just get the great nice, look
and believe, type fitting and nontoxic and hygienic attire.
For the reason that of those three explanations, branded apparel turns into a better purchase as
compared to unbranded clothes, even supposing one pays slightly more for this sort of clothing.
Worn out of being informed that brand name clothing just isnt valued at the price, and that via
wearing them youre being superficial? Good, shopping manufacturer names go beyond what the
critics say.
If I walk into a store and spot a simple t-shirt for $20 and a wellknown manufacturer I appreciate
on sale for $25, Im some distance extra doubtless to buy the brand considering i know that Im
buying a excellent great product from a safe company, after all, high-end organizations will make
certain advanced best with a view to uphold their reputations. And if I get first-class shirts from a
distinct manufacturer identify, I also expect other products via the equal manufacturer to be well
made. However, Im no longer certain what Im getting with out a-name labels.
Frequently, the first affect that any one has of you is desirous about the picture that you just
decide upon to project. For illustration, in case you dont care for your look, others could
suppose that you justre disorganized. Manufacturer name clothing offers a confident affect to
every body round you.
When you see anyone else wearing your favourite manufacturer, its effortless to spark a
conversation. Despite the fact that youre shy, you will be far more confident given that you
understand that you justve acquired something in normal with the other man or woman.
Vainness is a huge part of being a young girl, so a small enhance in confidence could have a huge
result. Self assurance makes it possible for us to try new things with out the worry of rejection or
failure. So, why shouldnt now we have whatever that offers us that Im unstoppable feeling?

18

Ill admit that part of the appeal of brand names is also how some thing looks, however i cant
aid it if i really like the appear of Diesel jeans or a coach bag! i admire being the centre of
awareness many times, a buddy tells me.
Brand title apparel and components are designed to appeal to customers, and they accomplish
that very good. Theres no point in buying whatever that you just dont like, so in the event you
just like the company title object, go for it!
Manufacturer name merchandise carry us just right satisfactory merchandise, self belief in
ourselves, and exceptional looking objects. That surely sounds worth it to me.
No identify critical
Michael Kors, teach, Juicy Couture, Burberry, Chanel: company names swirl round for your
head. The giant names include even greater cost tags. You pause for a millisecond and consider,
Why am I sporting any individuals brand and advertising for them? The proposal rapidly
disintegrates as a further present day label catches youreye. Youve already picked out the
excellent skirt to whole the outfit.
Probably in all this confusion you ignore the rate or probably youre sucked into this company
title world without understanding it. Whatever the motive, you walk up to the $50 clothier label
t-shirt, pull it off the rack and head in the direction of the dressing room. The nearly equal
(however missing the proper label) $15 t-shirt from the prior retailer is forgotten alongside with
your funds for at present.
So why do some individuals put within the more money for the logo even as others couldnt care
much less? Jackie Burkhart (performed by using Mila Kunis), the trend-mindful member of the
group on That 70s exhibit, feels more secure in her brand name garments. On the show, in
keeping with accusations of her being insecure she screams, i am not insecure! This can be a
clothier sweater, that is fashion designer eye shadow, and people are dressmaker sneakers they
usually make me suppose tremendously comfy! Is she right? Perhaps these teenagers buying
strictly company names are looking to their clothes for self-self belief. Through wearing the
hottest t-shirt they try to avoid the awkwardness of becoming in, considering that their garments
will provide comfort, very like a security blanket. They think carrying company names will
robotically put them into a class labeled cool & modern day. To a couple, fitting in right away
headquartered on look is more appealing than making friends headquartered on personality. Of
course, our garments will have to slightly symbolize our personalities however they shouldnt
exchange them.
Brand names have become a system to display status. Label kings and queens say they buy
garments and add-ons because they characterize who they're, but really, how can a t-shirt that's
owned through just about half of the population symbolize an character?

19

Also weird, is the truth that some individuals will purchase a simple one hundred% cotton white
tank top for way an excessive amount of cash since it has some sought-after tag sewn into the
back (where no-you'll even see it!), at the same time a equivalent top may also be located in
other places for a fraction of the rate. Some advocate that the better the rate the simpler the nice,
however isnt 100% cotton simply a hundred% cotton?
Some also argue that manufacturer names spark dialog. Someone across the room might
procedure you questioning where you purchased that exceptional (code for dressmaker) bag!
Even as this might be authentic, do you fairly need to speak to any individual who most effective
approached you given that of some thing you might be carrying?
Despite the fact that company names are more pricey, maybe the appeal is that you arent best
paying for the emblem but additionally for reputation, self assurance, and for the capability to
slot in.
One of the core pursuits of any revenue enablement process or technological know-how is to
position salespeople in higher role to have more victorious revenue conversations. But with so
much center of attention constantly being positioned on the reps, it may be convenient to
overlook the wants of the people managing them.
And it happens always.
The predicament with that, of direction, is that front-line managers are a crucial part of the
revenue enablement story.
entrance-line managers have the easiest influence in any income group. Just believe about what
number of salespeople they lead on common. Why wouldnt you invest in the front-line income
managers first, understanding that this investment can influence six to 12 folks?
This quote comes from a contemporary mind shark-Forbes Insights learn on what main
corporations do to force earnings productivity. The report which surveyed over 200 executives
finds that coaching and mentoring is actually the fundamental position entrance-line earnings
managers play. This is followed intently by offering ongoing aid for earnings activities.
The main issue of path, is that just due to the fact a manager was as soon as a quality revenue
rep, doesnt imply she or he will likely be a primarily mighty instruct after theyve been
promoted. Thats why income managers on the entrance-line need continuous support and
coaching, similar to the reps that report back to them.
Branded/ unbranded products are very most important to give an explanation for a significant
segment The prior be taught discover the company cognizance, perceptions, attitudes and
children ability to evaluate the brand because the theoretical stage designed for explaining
branding from the teens factor of view. A company can be defined as an identifiable product,
service, individual, or position augmented in this type of method that the buyer or user perceives
20

imperative, certain brought values which their wants most intently. In addition its success results
from being able to preserve these brought values within the face of competitors (de Chernatony
and McDonald, 2003).A prior study (Ross and Harradine, 2007) have explored the change
between precise brand for children and dad and mom. Theresults confirmed that company
awareness commences via the part ofaprematuretimes than their mum and dad feel. The study
examined that babies have growing capacity to collect more know-how regarding brands and
have a potential within the course of undertaking this understanding of their purchasing method.
They're a lot more discriminatory of their choice of products and offerings and preferences. Their
spending habits have changed and they do not mind splurging. At the same time they are brand
conscious, they proceed to buy non branded products. The undertaking for the marketers today is
developing company consciousness, manufacturer constructing and positioning. Branding helps
set up companys process. Victorious manufacturers provide competitive competencies in
phrases of manufacturer loyalty and brand extensions. The huge Indian client market masking
the rural and concrete areas is heterogeneous where both branded and unbranded merchandise
co-exist. Growing brand fairness is a principal success aspect in todays competitive market.
Positive brands furnish competitive competencies in terms of manufacturer loyalty and
manufacturer extensions.
Understanding of Brand and Brand Value
A brand, as defined by Keller, is a product, but one that provides different dimensions that
differentiate it by some means from other products designed to fulfill the same want (Biplab, S.
B., 1998). These differences could also be rational and tangible involving product efficiency of
the brand or more symbolic, emotional, and intangible involving what the brand represents.
Mariotti (1999) defines a company as a simplified shorthand description of a package of worth
upon which buyers and potential customers can rely to be always the same (or better) over
lengthy intervals of time (Biplab, S. B., 1998). It distinguishes a product or service from
aggressive offerings. Khalid Mahmood Khan, director of Kay Kraft, an rising neighborhood
manufacturer stated that the important thing to make sure manufacturer loyalty is to develop the
value of the company within the mind of the patron. He additionally argued that to build brand
value, motives corresponding to product improvements, package design, speaking the
competitive positions and merchandising.

21

Why Branding required?

Branding is a tool for earnings selling available in the market.

Branding support in realizing the patrons necessities

It facilitates handy advertisement and publicity

It creates distinct patron preference over the product.

To identify key competitive issues within the cloth and apparel enterprise

to meet the customers demand towards a branded merchandise.

22

Literature review
Purchase Decisions
Theories of consumer behaviour (Fishbein & Ajzen, 1975; Ajzen, 1991) place great emphasis on
the role of the products characteristics, tangible and otherwise, in order to understand the
motives for the consumers choices.A number of recent studies have examined the possibility of
better explaining the loyalty structure of brands based on various product attributes or variants
(Trinh et al., 2009). Seen from this perspective, any product category comprises subcategories
formed around product attributes, and that each of these subcategories performs differently in
terms of loyalty, obtaining its own attribute-based loyalty level (Krystallis & Chrysochou,2010).
In this respect, managing customer loyalty involves working with a bundle of attributes, with the
brand name being only one of them (Jarvis et al., 2007). Some studies have tried to explain the
relationship of consumption based on the attributes of the product (Ubilava et al., 2011;
Jegethesan et al., 2012; Krystallis, 2013;Hahnel et al., 2014; Schuitema & De Groot, 2015).
The appreciation manifested by the consumer is not exclusively linked to the products
characteristics (tangible and intangible attributes) and expected benefits. Some authors (Maslow,
1987; Rockeach, 1973; Kahle, 1983) have placed particular emphasis on the importance of
values in individuals behaviours, i.e. the deeper needs which such characteristics can help to
meet. The model most frequently used (Kotler, 2012) for analyzing consumers reasons for
purchase is the so-called means-end chain, which represents the logical sequence of
motivations undertaken by the consumer. The sequence entails the consideration of the concrete
aspects (the products attributes) associated with the expected benefits (the consequences of its
use), and the values that guide the behaviour of the individual (Gutman, 1982; Reynolds &
Gutman, 1988). A mental association between the individual and the product is also assumed by
self-image congruence models (Kressmann et al., 2006; Sung et al.,2012). The basic assumption
of self-image congruence models is that consumers use products to express their self-images.
Self-congruity refers to the matching between consumers self-images (i.e., actual, ideal, social,
and ideal social self-images) and value-expressive attributes of the product.
Exploring the consumers decision-making process is useful because the thoughts arising from
ones most personal and private values are often sub-conscious and consumers are rarely able to
identify and reveal them. For marketing managers, it is important to know the consumers
perception of the products characteristics and, accordingly, adopt specific communication and
positioning strategies. The theoretical background of this research is based on the approach that
supposes that the properties or characteristics of the goods are the sources of consumer utility.
Therefore, the consumer, with specific preferences for each of the product characteristics
and a budget constraint, will choose the bundle of attributes (product in total) that maximizes
his/her utility.

Brand Image
23

Brand is the incorporation of all impressions received by consumers which will lead to a
distinctive position in their mind based on perceived emotional and functional benefits (Raj &
Jyothi, 2011). In particular, an image is the mental construct developed by the consumer on the
basis of a few selected impressions (Reynolds, 1988). Keller (1993) argued that the value of the
brand should be attributed to the differential effect of brand knowledge on consumer response
to the marketing of the brand. In other words, brand equity is the difference between the
marketing effects accruing to branded and non-branded products (Farquhar, 1989; Aaker, 1996;
Ailawadi et al., 2003). In some circumstances, the inertia value of the brand (Keller &
Lehmann, 2006), i.e. aversion to the risk of changing brand on the part of the consumer, can also
affect the perception of a products or brands attributes, which generates trust and thus repeat
purchases of the brand. Keller (1993) and Aake (1991) considered brand image as a set of
perceptions or associations that are activated in the memory of the consumer thinking about a
brand. Biel (1992), however, defined brand image as a cluster of attributes and
associations that consumers connect to the brand name
Hsieh, Pan & Setiono (2004) argue that a successful brand image enables consumers to identify
the needs that the brand satisfies and to differentiate the brand from its competitors, and
consequently increases the likelihood that consumers will purchase the brand.
Indeed, the presence of a brand affects the reputation of a company and its products, becoming a
proxy for trust. For this reason, the varying degrees of credibility accrued by a brand can
determine different perceptions among consumers of the information obtained, leading them to
make distinctions both between one branded product and another, and between branded and
unbranded products. What distinguishes a branded product from an unbranded productand
gives it valueis the overall perception developed by consumers regarding its characteristics,
the name it bears, and its meaning, as well as the company associated with that brand
(Achenbaum, 1993).
It is seen that the consumers perception of a products attributes when assessing the alternatives
can be modified depending on the consumers propensity to purchase branded or unbranded
products (Hasan et al., 2012; Mohtar & Abbas, 2014). The expectations from a brand, with the
awareness of the characteristics that it is able to guarantee, can modify the perception of the
products attributes and the consequent purchasing preferences. For example, some authors
(Krishnan et al., 1989; Ubilava et al., 2011) have verified the existence of positive relations
between a brand and the perception of quality that can increase confidence in it.
In consumer psychology, understanding of how consumers respond to a brand (positive,
favourable perception, and willing to commit to positive word-of-mouth) begins with attitudes
(Franzen & Bouwman, 2001). The most common approach adopted in consumer brand research
was the three component model (Zanna & Rempel, 1988; Shiffman & Kanuk, 2007): cognitive,
affective, and conative. In line with this, the current study approaches corporate brand image as
an overall attitude judgment of an object (jeans or corporate brand), and this overall attitude
judgment is based/formed through dual attitudinal components (cognitive and affective brand
attributes). In this paper, cognitive brand attribute is defined based on the functional
characteristics of product, related to tangibles, such as product or service offered. The definition

24

of affective brand attribute is based on intangible and emotional criteria, such as the personality
attributes/traits of a corporation (Keller & Richey, 2006).
For unbranded products, the absence of a brand makes it necessary for the consumer to pay
attention to the characteristics of the same, as well as the benefits that they can generate. Several
studies have investigated the emotions that are elicited by unbranded products (especially food
products) within a product category, showing that products elicit emotions for their specific
sensory characteristics in absence of any other information (Porcherot et al., 2013; Spinelli et al.,
2014; Thomson & Crocker, 2014). The literature includes some studies of the role of product
attributes in the assessment of the alternatives when purchasing jeans (Jegethesan et al., 2012,
Son et al., 2013).
In accordance with assorted definitions of brands, two approaches of defining a brand are
derived. The traditional one is a practical view which articulates a brand as a product identifier,
including the source of the product (Aaker, 1991). According to him, a brand is a distinguishing
name and/or symbol which intended to identify the goods, services of either one seller or group
of sellers and to differentiate those goods or services from those of competitors. Another
approach, as holistic view, presents a brand as more than just the product (Styles & Ambler,
1995). This defines brand as the promise of the bundles of attributes that someone buys which
provides satisfaction and attributes that make up a brand (Ambler, 1992). It is seen that brands
describe personality of the users with particular lifestyle. It also helps to convey a sense of
belonging to a specific social group (Murphy, 1990). He perceives brand not only as the actual
product, but also the unique property of a specific owner. It has been developed over time as a set
of values and attributes which significantly differentiate products of similar appearance. Clothing
is to form an integral part in the enactment of social encounters andalso seen as a very important
channel of non-verbal communication (Noesjirwan & Crawford, 1982).
Clothing is used as a code, which allows messages to create an understanding, selectively (Auty
& Elliott, 1998). They also define that opinions of brand users have difference for identical
brands within a product category. One of the major components of brand knowledge is brand
awareness, which is taken as the ability of a potential buyer to recognize or recall that a brand is
a member of a certain product category (Rossiter & Percy, 1987 and Aaker, 1991). It is created
by an increase in the acquaintance of the brands through repeated exposure, strong associations
and consumption cues (Keller, 2003).
Brand knowledge defined as brand information that relates with the brand stored in a consumer
memory. Brand knowledge can be categorized in two aspects: brand awareness and brand image
(Keller, 2004). Brand awareness is the strength of brand which is reflected by the identification
of that brand under several conditions. It is a combination of recognition and recall performance.
Brand image is consumers perception about the brand. Some other studies focused on the same
issues, as, Lingle et al., 1979; Riskey & Dwight, 1979; Holbrook & Kim, 1985; Zeithaml, 1988;
Veeck & Burns, 1995; McEnally et al., 1999 and Suri & Monroe, 2001. Customers depend on
their brand knowledge to decide among competing brands which determines their thinking and
response to different stimuli regarding a particular brand (OCass, 2000 and OCass & Lim,
2002). Thus, a consumers decision to buy a product or service is the result of interplay of many
forces or stimuli (Kotler & Armstrong, 2006). While other studies conducted on consumer
25

behaviour can be cited as, Anderson & Stephen, 1963; Lichtenstein et al., 1993; Auty & Elliott,
1998; Robertson, 2000; Kim et al., 2002; Grundey, 2006 and Jairam, 2009. But there are not
enough studies which considered gender issue in respect of consumer attitude and branded
apparels existing in fashion industry, except few ones (Taylor & Cosenza, 2002; Alexander, 2005
and Nam et al., 2007). Therefore, the current study enlightens the relative concept.
Retailer has decided that the emerging segmentation and thoughtful of the target group is vital
inputs of products differentiation and improve shopping trend. The majority of the purchasing
behavior and selection profiling tends to generalized accumulation before useful information on
the segment. Therefore, the majority outcome is not practical the targeting and positioning. An
analysis was carried out to investigate choice shopping behavior is very essential as well as
effective feasible section of this market teenager called as "later female ages teen". This was
noted so as to a distinctive character as well as older female youngster is due to shop a influence
of the society. This cluster is smelled brand (fit, look and style) to be significant relate mainly to
consider in the manufacture of apparel and selection later ages of women adolescents must be
enthusiastic in their large purchases. Shopping was imperative and there was of the risks related
to aerroneous choice of their clothing. Lastly the wish to hang about and to go shopping at the
local shopping center seems to be the purpose of the Mall composition and contentment (Taylor
&Cozenza, (2002)
The American Marketing Association (AMA) defines brand as a name, term, sign, symbol, or
design, or a combination of them, intended to identify the goods and services of one seller or
group of sellers and to differentiate them from those of competitors. Kotler (2000) defined
brand as the name, associated with one or more items in the product line that is used to identify
the source of character of the item(s). According to Davis and Dunn (2002) focusing on the
latest and greatest advertising campaign meant focusing on the brand. It was always referred to
as a series of tactics and never like strategy. According to Cobb-Walgren et al. (1995), high brand
equity levels lead to higher consumer preferences and purchase intentions. Farquhar (1989)
concludes that high brand equity enables successful extensions, resilience against competitors
promotional pressures, and creates entry barriers to competitors. Cunningham (1956) in his study
on brand loyalty and store loyalty attempted to find out whether the consumers who are brand
loyal are also store loyal. Shopping proneness is another characteristic that has been related to
brand loyalty. According to Goldman A. (1976) consumers with relatively lower income do not
indulge in extensive shopping as there means are limited. They also make less use of the
shopping available.
Agarwal A. K. (1983) observed that consumers in general were found to be quite loyal to the
brands of frequently purchased items. The store loyalty was also observed to be high albeit lower
than brand loyalty. Albert Merunka (2008) looked at 11 dimensions of consumer love for a brand
and brand relationship. Mattilla and Andrew (2008) looked at the influence of emotions on
satisfaction and loyalty. Thomson and Park (2005) developed a scale for consumer attachments
that included affection, passion and connection. It did not however examine other dimensions
and the impact on brand switching. Bravo Fraj Martenez (2007) observed that more serious and
responsible roles make consumers switch over to the brand used by their parents. The available
literature and research reveal that brand preference and loyalty is the interplay of factors
26

including emotional and psychological ones. The reviews highlight that in a dynamically
changing world, organizations would need to do research on consumer behaviour in a continuous
basis more so at granular level to perceive the small imperceptible changes at the incipient stage.
In India the pitch is further queered because the urban and rural markets are extremely different
and in both the markets people continue to indulge in non branded or local products.

27

NEED OF THE STUDY

There are different national and international products present in India. So to identify the retailer
and their buying behavior have been the focus of a number of international And national product.
The result of these studies have bee useful to the provide solution to various marketing problem.
Understanding buying behavior of retailer is not enough without understanding the composition
And Origin of the customers are attracted by imported goods because of their high quality. So
that most of Indian company product losses their credibility and loyalty in Domestic customers.
Kotler (2000) says branding is a major issue in product strategy. Even after two decades of
economic liberalization and entry of many foreign brands in India, unbranded products continue
to compete with the branded ones. This research study examines the retailer behavior towards
branded and unbranded goods.

28

Objectives of the study

This paper work aimed to find out some outcome regarding the branded and unbranded apparel
Products as like-

1) To know the factors affecting while buying a branded or non branded goods.

2) To know the buying behavior of retailer.

29

Research Methodology
Research Methodology is Logical and Scientific procedure to remedy a drawback. After we talk of
research methodology, we now not best talk of study methods adopted to get preferred results
however we additionally remember good judgment in the back of these methods. All viable efforts
were made to collect understanding in a typical approach to obtain ambitions of study.
Study is an customary contribution to existing stocks of capabilities making for its advancement in
research for advantage through targets and systematic approach of finding a approach to obstacle,
is research. Study refers to systematic methods including enunciating the situation, forming a
speculation, gathering information or knowledge, evaluation of information and reaching particular
conclusion both within the type of a solution toward concerned main issue in precise
generalization for some theoretical formulation.
In my Research the Research Problem is To study the retailer buying behavior towards
branded and non branded goods in tricity.

RESEARCH DESIGN
Selection of Objective/Problem identification

Research design is a framework or blueprint for

conducting the marketing research project. It specifies the
details of the procedures necessary for obtaining the

Secondary Research and Literature Review

information needed to structure and solve marketing

research problems.
When designing research, one is faced with a continual

Data Collection & Tabulation

series of trade-offs. Since there are typically numerous

design alternatives that will work, the goal is to find the

Analysis of Data

design that enhances the value of the information obtained,

while reducing the cost of obtaining it and make it as
Report Preparation

accurate as possible.
The conceptual structure, within which this research is
conducted, is descriptive in nature as it brings forward the

30

Final Draft

results concerning the set objectives fact finding enquires. Moreover it describes the state of affairs
as exists at present in my research the Research Design is
DISCRIPTIVE RESEARCH design.

SOURCES OF DATA
Primary data:
Primary data are those, which are collected afresh and for the first time, and thus happen to be
original in character. It is the backbone of any study. It is obtained from respondents with the help
of widely used and well-known method of survey, through a well-structured questionnaire. So the
primary data has been taken from different customers. In my research the source of primary
data is well designed Questionnaire.
Secondary data:
Secondary data are those which have already been collected by someone else and which have
already been passed through the statistical process. In this case one is not confronted with the
problems that are usually associated with the collection of Original data. Secondary data either is
published data or unpublished data.
Secondary data is collected from publications, journals, and magazines, Records, web sites etc. In
my research the source of secondary data is journals, internet, books etc.
SAMPLING PLAN
It consists of:Universe of the study: The Universe is the specific group of people, Firms, Conditions, activities
etc. which form the pivotal point of research project. In my research study the universe
Is All the retailers of branded and non branded goods in Tricity.
Population:
Population refers to part of universe from which the sample for conducting the research is selected.
Universe and population can be same in some researches. It may be finite or infinite. In finite
31

universe the number of items is certain, but in case of infinite the number of item is infinite i.e., we
cannot have an idea about the total number of items. The population for my study is finite i.e., all
the retailer of branded and non branded goods in Tricity.
Sampling unit: Sampling unit refers to smallest possible individual eligible respondent. In my
study the sampling unit is single retailer of branded and non branded goods in Tricity.
SAMPLE SIZE
This refers to the total number of respondents selected from the population to constitute a sample.
The size of the sample should neither be excessively large, nor too small. It should be optimum. An
optimum sample is one which fulfills the requirement of efficiency, representativeness, reliability
and flexibility. The sample size for my research is 100.
SAMPLING TECHNIQUE
In this research study, non-probability convenience sampling is opted for. Convenience
sampling is done purely on the basis of convenience or accessibility. This sampling method has
been mainly chosen because of time, financial constraints and lack of expertise.

32

Interpretation & analysis

1-Age
Particulars

18-30
31-40
41-50
Above 50

No. of respondents
22
53
23
2

Percentage (%)
22
53
23
2

Interpretation: - As the chart shows, out of sample size of 100, the age of 18 to 30 is 22%, 3140 is 53%, 41-50 is 2%. From the above chart shows that the age of 31 to 40 are more as
compare to others that is 53%.

33

2-Income
Particulars

Below 5 lakh
5 lakh-10 lakh
10 lakh-20 lakh
Above 20 lakh

No. of respondents
6
29
57
8

Percentage (%)
6
29
57
8

Interpretation:- In the above Chart shows the income of the retailers, from 10 lakh to 20 lakh
are more in percentage i.e. 57% as compared to others.

34

3-What type of goods you purchase?

Particulars

Branded
Unbranded
Both

No. of respondents
49
14
37

Percentage (%)
49
14
37

Interpretation:- In the above chart maximum retailers likes to buy branded goods that is 49%.
There are least retailers likes to buy non- branded & both.

35

4-How you make payment?

Particulars

Cash
Credit
Advance
Monthly
Weekly
On sale basis

No. of respondents
54
7
25
4
6
4

Percentage (%)
54
7
25
4
6
4

36

Interpretation: - Out of sample size of 100.The above chart shows that the 54% retailers make
payment via cash. 25% people make payment by giving in advance, 7% retailers take on credit
and least retailer make payment monthly, weekly& on sale basis.

5-From where you purchase branded goods?

Particulars

Factory outlet
Wholesaler

No. of respondents
34
32

Percentage (%)
48.5
51.5

Interpretation: - Out of sample size of 66.The above chart shows that the 51.5% retailers
purchase branded goods from factory outlets and 48.5% retailers purchase branded goods from
wholesaler but according to chart shows retailer purchase more branded good from factory
outlets.
37

6- From where you purchase unbranded goods?

Particulars

Factory outlet
Wholesaler
Online market
(Amazon, yeppme etc)

No. of respondents
11
42
3

Percentage (%)
19.6
75
5.4

38

Interpretation: - Out of sample size of 56.The above chart shows that the 19.6% retailers
purchase unbranded goods from factory outlets and 75% retailers purchase unbranded goods
from wholesaler & least buy from E shops but according to chart shows retailer purchase more
unbranded good from wholesalers.

7-What type of customer fall on your shop?

Particulars

Branded
Unbranded
Both

No. of respondents
44
31
23

Percentage (%)
44.9
31.6
23.5

Interpretation: - Out of sample size of 98.The above chart shows that the 44.9% customers
purchase branded cloths and 31.6% customers purchase unbranded goods & 23.5% customers
buy both depend on their mood but according to chart shows customer purchase more branded
cloths from retailers.
39

8-Which age group prefer branded?

Particulars

15-25
26-35
36-45
Above 45

No. of respondents
37
32
2
0

Percentage (%)
52.1
45.1
2.8
0

40

Interpretation: - Out of sample size of 71.The above chart shows that the age group of 15 to 25
prefers branded are 52.1%, 26 to 35 are 45.1% and age group of 36 to 45 & above 45 are least to
buy branded but according to chart shows customer of 15 to 25 prefer more branded cloths.

9-Which age group prefer unbranded?

Particulars

15-25
26-35
36-45
Above 45

No. of respondents
17
29
8
2

Percentage (%)
30.4
51.8
14.3
3.6

Interpretation: - Out of sample size of 56.The above chart shows that the age group of 15 to 25
prefers unbranded are 30.4%, 26 to 35 are 51.8%, age group of 36 to 45 are 14.3% & above 45
41

are least to buy branded but according to chart shows customer of 26 to 35 prefer more
unbranded cloths.

10-In which you have more margin?

Particulars

Branded
Unbranded
Same

No. of respondents
50
42
8

Percentage (%)
50
42
8

Interpretation: - Out of sample size of 100.The above chart shows that the retailers have more
margin in branded is 50%, least retailers said they have same margin branded as well as in
unbranded that is 8% but according to chart shows retailers have maximum margin in branded
goods.

42

11-How you clear your stock?

Particulars

Regular sale
Discount
Return to company

No. of respondents
29
49
21

Percentage (%)
29.3
49.5
21.2

Interpretation: - Out of sample size of 99.The above chart shows that the 29.3% retailers clear
their stock by regular sale, 49.5% of retailers clear their stock by selling on discounts & 21.2% of
retailers clear their stock by returning back to company but according to chart shows maximum
retailers clear their stock by selling on discounts.

43

Conclusion and Suggestions

RESULTS AND FINDINGS:

.
1. Most of the retailers like to do purchase from wholesalers & factory outlets. And there are
least retailers who like to purchase from E Shops.
2. Out of 100 most of the retailers liked to purchase goods on cash basis.
3. Out of the sample size of 100, 49% people are brand conscious and 14% people are not
brand conscious and 37% are not brand loyal. It means most of the peoples are dependent
on branded product.
4. There are maximum respondents who agree that brand is a status symbol and there are
some people who highly agree that brand is a status symbol. No one is disagreeing upon
the statement.
5. Most important factor took into consideration while buying a branded cloth is price.
After that Easy availability and discount. And least common factor which effects the
purchase decision is Quality.
6. Branded clothes are prefer more than non branded clothes..
7. Sales promotion is a less important factor.
8. 100% respondent responds that they are satisfied with the brand

44

SUGGESTIONS

Retailers like best quality product at any price, so companies should add latest
technologies to their products.

After sale services is the area where branded and non branded company can highly satisfy
the existing customers, because they can make more customers through their word of mouth.

Customers behavior is always looks for some extra benefit with purchasing.
They demand for affordable price for products and gifts with purchasing.

The retailers give more emphasis on advertising to create market awareness and
Make Brand image in the minds of customer.

45

CONCLUSION
As the research has shown the retailers buying behavior regarding Branded and Non branded
goods in recent time. Retailers buys more branded goods as they have more brand loyal
customers mostly retailers buy from factory outlet because they get good margin as compare to
online buying but retailers have more margin in unbranded goods as the cost of purchasing goods
reduces mostly youngsters prefer branded clothes.
To clear stock mostly retailers in unbranded case give heavy discounts on goods but in case of
branded goods sometimes they give discounts or if the fashion trend changes retailer return the
goods to the company in some cases.

LIMITATIONS OF THE STUDY

1)

The Study is Restricted to Tricity.

2)
3)
4)

The Response of the Migrant can be Biased and Subjective.

Many Respondents were not vocal in sharing their actual views.
Due to time Constraints the sample size was kept small and view of majority were not taken.

46

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International Journal of Marketing Studies; Vol. 8, No. 1; 2016
ISSN pp. 1918-719X E-ISSN pp. 1918-7203
ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT ISSN
0976-7193 ISSN 2349-2317 Volume 5 Issue 2, April (2014)
http://www.wholesalebox.in/
http://en.wikipedia.org/wiki/Marketing
http://en.wikipedia.org/wiki/Sample_(statistics)
http://www.scn.org/cmp/modules/rsh-samp.htm
http://en.wikipedia.org/wiki/Data_source

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Annexure
Questionnaire
A Comparative Study of Branded vs Unbranded

Name
Q1-Age
18-30
31-40
41-50
Above 50
Q2-Income
Below 5 lakh
5 lakh-10 lakh
10 lakh-20 lakh
Above 20 lakh
Q3-What type of goods you purchase?
Branded
Unbranded
Both
Q4-How you make payment?
Cash
Credit
Advance
Monthly
Weekly
On sale basis
Q5-From where you purchase branded goods?
Factory outlet
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Wholesaler

Q6- From where you purchase unbranded goods?

Factory outlet
Wholesaler
Online market (Amazon, yeppme etc)
Q7-What type of customer fall on your shop?
Branded
Unbranded
Both
Q8-Which age group prefer branded?
15-25
26-35
36-45
Above 45
Q9-Which age group prefer unbranded?
15-25
26-35
36-45
Above 45
Q10-In which you have more margin?
Branded
Unbranded
Same
Q11-How you clear your stock?
Regular sale
Discount
Return to company

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