ACKNOWLEDGMENT

Sometimes words are not sufficient to express the gratitude. But I still wish to
express my deep sense of gratitude to all the people who supported me in the
completion of this project. At the outset I would take this opportunity to express
my sincere most gratitude towards Dr. Yogeswari Phatak, Director, Prestige
Institute of Management and Research, Indore, providing me the opportunity to
undertake and accomplish this project.

This research is about the customer perception regarding E-banking services

provided by public and private banks. I am grateful for the continual inspiration
and wisdom of my mentor Dr. Rekha Narang, for providing me guidance,
encouragement and constructive criticism for solving intricate problems faced
during making of my project.

Fiza Alam
Pinky Nayak
Raksha Lalchandani
Satvik Sharma

1
 CERTIFICATE

This is to certify that Fiza Alam, Pinky Nayak, Raksha Lalchandani and Satvik
Sharma, students of MBA (Full Time) ‘D’ 2nd semester of Prestige Institute of
Management and Research, Indore has undergone her minor research project on
“A study on customer’s perception on branded apparels”. The given project
has been completed under my guidance and given directions.

Place: Indore Dr. Rekha Narang

Date: 01/04/2019 (Faculty Guide)

2
3
 DECLARATION

I hereby declare that this minor research project entitled “A STUDY ON

CUSTOMER’S PERCEPTION ON BRANDED APPARELS” has been prepared
by me.

To the best of my knowledge and beliefs, the information, facts, figures presented
to the report are my original work.

Fiza Alam
Pinky Nayak
Raksha Lalchandani
Satvik Sharma

4
 CONTENTS

S.No TITLE PAGE NO.

1 Introduction 1-4

1.1 Introduction 1
1.7 Literature Review 3
1.8 Objective of the study 4

2 Research Methodology 5-6

2.1 Definition of research 5

2.2 Research design 5
2.3 Research plan 5
2.4 Sampling technique 5
2.5 Sample size 5
2.6 Sample unit 5
2.7 Tools and techniques of the study 6
2.8 Data collection method 6
2.9 Limitations of the study 6
2.10 Hypothesis of the study 6

3 Results and Analysis 7-10

4 Conclusion 11

4.1 Findings 11
4.2 Suggestions 11
4.3 Conclusion 11

5 References 12

5
 CHAPTER-1

INTRODUCTION
1.1: Introduction
The branded apparel products play vital role in the global market especially in Indian market, the
country economic growth is rapidly changing. Huge population (1.32 billion) of India is
attracting lots of investment in apparel market. The apparel industry in India is one of the
growing segments; this sector creates second largest employment opportunities which gives
direct 51 million and indirect 68 million in Indian employment market. The readymade trade
growth is 30% increases in textile market. For the past two decades many multinational brands
influence Indian consumers to purchase more variety and attracted fashionable branded apparels,
based on the international competitions Indian branded apparels also empowering their design,
quality, fashion, pricing, distribution and other aspect to compete at domestic and international
level markets.
Lifestyle changes, rising aspiration and favorable demographics is actually fueling the erroneous
demand in apparel sector. It is seen that young demographics of India (50% of the population is
below the age of 25 years and over 65% below the age of 35%) is responsible for consumerism,
demand for quality products and preference for branded products. According to CCI (Corporate
Catalyst Indian Pvt. Ltd), the potential size of textile and apparel industry is expected to rise to
rise US$223 billion by 2021. Apparel segment constitutes 69% of textile industry and remaining
31% is of textile segment. Organized apparel segment is expected to grow at a CARG of more
than 13% over a 10-year period. Henceforth, we can say young consumer insight is fetching
attention from apparel marketers in recent years in order to encase the growing purchasing
power.

1.2: Apparels Fashion

The apparel fashion plays a paramount role in shaping apparel consumerism. As lifestyles
change, fashion in India is becoming more diversified, as in the western countries. Technology,
ideas and lifestyles are moving concurrently and quickly. Companies and brands that offered
monotonous and mundane products for years, have now multiplied their product ranges and new
appealing styles, shapes and forms are being launched each season by them. 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 individual’s behavior to a
particular item and that apparel products had symbolic meaning.

1.3: Purchase intensions

According to Fandos and Flavian, 2006; Halim and Hameed 2005, purchase intension is the
implied promise to one’s self to buy the product again whenever one makes next trip to the

1
market. It has a substantial importance because the companies want to increase the sale of
specific product for the purpose of maximize their profit. Purchase intension depicts the
impression of customer retention. There are certain functions of the brand, which have a strong
influence on the purchase intension of the customer’s i.e. brand image, product quality, product
knowledge, product involvement, product attributes and brand loyalty.

1.4 Consumer Purchase behavior

Consumers are unique in their choices. It’s difficult to predict the criteria on what basis they
decide their choice of apparels. Numerous demographics and psychographic factors are
considered to gauge trends in consumer purchase behavior. The Indian young consumers are
undergoing an evolution and is rapidly adapting to international fashion statement. Increase in
disposable incomes, digital consumerism and rising confidence levels are driving the changes in
the consumer purchase behavior towards apparel segment.

1.5: Consumer Decision Making Process

Basically, consumer decision making process comprise of five stages. They start from Need
recognition, information processing, searching of alternatives, purchase and post purchase stages.
The consumer purchase behavior for buying a particular brand is effected by different factors.
Aside from functional benefits, he/she may choose a particular brand as an extension to his/her
personality, social status, affiliation or to fulfill his/her desire for newness.
Searching for information is a criteria stage of consumer’s decision-making process that may
include search for both i.e. internal and external environment. Internal information will be
gathered from experience or prior exposure to advertisement and external information may be
collected from sources such as reference group (e.g. peers, family members) and/or market place.
This information will reduce the perceived risk and thus search behavior will be more relevant.
Not only the judgment of quality of the item, but may also include aesthetics in choosing apparel.
Found few factors like quality, price, trust, availability of alternative packaging, limitations, sales
promotion, availability, brand image, prestige, freshness and frequent advertising affects the
consumer behavior in terms of apparel selection. In study about the consumer perception towards
Branded apparels. It was found that emotional or rational apparels, which drives the purchase
decision towards the branded garments.

1.6: Young Shoppers

India’s population is young; this generation is also making money at a younger age and lot of it,
thanks to avenues of employment that cater to students in colleges and schools. As a result, they
are ready to spend most, if not all of their income on apparel, accessories and electronics.

2
1.7. Literature Review
Several studies have been done by various researchers in the context of Customer’s Perception
towards Branded Apparels. The details of reviews are below.
Fernandez, p. (2009), focuses on the impact of branding on youth in choice of clothing as it is
hypothesized that they are brand conscious. He suggests that brand conscious is the right choice
of clothing, which helps them to create an image and identity for themselves. Peer’s influence
plays a crucial role in their choice of brands as it aids in their socialization process. In addition,
advertising is an important variable in conferring brand values and establishing an image for the
brand. Celebrity endorsement have a huge impact on branded clothing too as they promote
certain attributes like image, quality and status. The researcher recommends that to retain loyalty
of youth, brand managers need to build an emotional attachment to make the brand special and
bring lasting competitive advantages. Additionally, advertising should be used to not only
create awareness but to influence brand image and preference.
Mittal, P. & Aggarwal S. (2012), in this study one can understand that the consumer and his
behavior is the cornerstone of success in marketing. It includes all physical, mental and
emotional processes and concerned behavior which are observable before, during and after each
and every purchase of goods and services. This make us compelling to understand, observe,
record and react to such behavior, in case we want to have win-win strategy that matter for
marketer and the customer both. The research report presented is based on the Consumer
Perception towards Branded Garments. Through this study an attempt has been made to
practically understand those emotional or rational appeals, which drives the purchase decision
towards the branded garments. Also certain demographic and psychographic profiles have been
studied and certain relation has been developed.
Yin, H.S. and Susan, S. (2012), this study examines the purchase preferences towards foreign
and domestic branded apparels. It was found that preferences towards foreign branded apparels
are related to the level of purchasing power and is not related to demographics variables. 58% of
the students surveyed preferred foreign branded apparel. There is a positive relationship between
media influence and preference towards foreign/domestic branded apparels. The more a person is
exposed to the media, the stronger will be the influence of the media in “persuading” the
individual to purchase the apparel.
Verma, A.P. and Tiwari, K (2011) covered the medium to high potential consumers that
international and national brands can target in the Indian context. This study measures the
segment values of some brand those have achieve success in the Indian market. Study shows that
people are becoming mere brand conscious with the increase in income level. Brands and
individuals would do well to understand the finer aspects of the scenario, and venture out to
capitalize on the opportunities.
Ritu Narang (2006) conducted a research on branded men’s wear; it was taken up in the city of
Lucknow with an intension to explore the purchase behavior of the buyers of branded men’s
wear. The objective of this research is to find out the purchase behavior of the buyers of branded
men’s garments and the study concluded that most of the buyers visit the showrooms of branded
apparels with the purpose of shopping. The purchasing of branded apparels is not impulsive.
However, compared to women, male buyers visit the for passing their time; the number of people

3
visiting the showroom with a brand in mind is same as the number of people visiting the
showroom with no brand in mind; advertising has maximum impact in creating brand awareness.
Syed Irfan Shafi, Dr. C. Madhaviah (2014), this research analyzed the impact of demographics
and consumer buying qualities which impact the apparel buyer decisions, results of the study
concludes that reference groups, promotions, store attributes, product traits, income and
occupation are the fundamental measurement of clothing purchasing conduct.
Reham Abdelbaset Sanand (2016), this paper aims to make a thorough review of factors
influencing buyer choice towards branded apparel and textile items. The research considers the
factors having an impact on advertising of textile items including apparel and fashion item were
surveyed. These factors include different social, individual, mental and ecological angles. In this
study, it is proposed to broaden consumer behavior studies in apparel with special concern to
comfort and performance.

1.8. Objective of the Study

 To identify the customers buying behavior towards branded apparels.
 To analyze the factors inducing the respondents to go for branded apparels.
 To understand the reasons for customer’s preference towards branded apparels.

4
 CHAPTER-2
RESEARCH METHODOLOGY
2.1: Introduction
The present study has been conducted on the basis of primary data and has been descriptive in its
nature. The primary data has been obtained by interacting with various people, getting the
questionnaires filed by them. The data was collected by means of questionnaires and was
classified and analyzed carefully. Questionnaire was constructed innovatively and systematically
distributed in the study field. Research is initiated by examining the primary data to gain insight
into the problem.

2.1.1: Definition of Research

Research may be defined as "a careful investigation or enquiry specially through search for new
facts in any branch of knowledge" in a technical sense research comprise defining &redefining
problems, formulating hypothesis or suggested solutions; collecting, organizing &evaluating
data; making deductions & reaching conclusion & at last carefully testing the conclusion to
determine whether they fit the formulating hypothesis.

2.1.2: Research Design

The design used for carrying out this research is descriptive. Research Design is the conceptual
structure within which research is conducted. It constitutes the blueprint for collection,
measurement and analysis of data.

2.1.3: Research Plan

The data for this research project would be collected through questionnaire. A structured
questionnaire would be framed as it is less time consuming, generates specific and point
information, easier to tabulate and interpret.

2.1.4: Sampling Technique

The sample design provides information on the target information and final sample sizes. In this
study, convenience surveyed sampling is used in this research.

2.1.5: Sampling Size

The sampling size is an important factor to study the empirical study in which the goal is to make
inferences about a population from a sample in our research. In this study, the primary data has
been collected from 97 respondents.

2.1.6: Sampling Unit

5
A sampling unit is one of the units into which an aggregate is divided for the purpose of
sampling, each unit being regarded as individual and indivisible when the selection is made
during our research. We have taken individual respondents as a sample unit.

2.1.7: Tools and techniques of the study

The researcher has used the tools as per the need and type of the study. The information so
collected has been classifies, tabulated and analyzed as per the objectives of the study.

2.1.8: Data collection method

After identifying and defining the research problem and determining specific information
required solving problem, the researcher will look for the type and sources of data which may
yield the desired results, while deciding about the method of data collection to be used for the
study. There was only one type of data i.e. primary data.

2.1.8.1: Primary Data

The primary source of data collection is through questionnaires. All necessary information about
the study has been collected from students and students residing in various other places and
discussions by using Questionnaire method. The questionnaires are distributed 97 respondents
and their view was recorded.

2.1.9: Limitations of the study

 The study is based on a specific geographical area.
 The further variables could be added for the purpose of the study.

2.1.10: Hypothesis of the study

H0: There is no significant difference between gender regarding perception of customers towards
branded apparels.
H1: There is no significant difference between ages of the customer regarding customers of
perception apparels.
H2: There is no significant difference between monthly incomes regarding customer’s perception
towards branded apparels.
H3: There is no significant difference between education qualifications regarding customer’s
perception on branded apparels.

6
 CHAPTER-3
RESULTS AND ANALYSIS

What makes customers believe an particular

brand is good?

Good Advertisement
14% 10%

5% Good Value For Money

8% Good After Sale Service

When I See Others Using The

Brand
64% When My Family And Friends
Recommend Me

Interpretation:
Out of the sample of 97 customers,64% customers think that ‘Good value for money’ make them
believe that a particular brand is good,13% customers believe a brand is good ‘When their family
and friends recommend them about that brand’,10% 10% customers attract towards the brand by
’Good advertisements’,8% customers believe the brand is good when it offers ‘After sales
service’.5% think that brand is good ‘When they see others using that brand’. We have seen
customers give preference to ‘Worth buying’.

7
 Knowledge about the national &
international Brands
Yes No

20%

80%

Interpretation:
From the sample of 97 customers, we have found that most of the customers have knowledge
regarding the National and International Brands of Apparels, only 20% are there who don’t have
any knowledge regarding the National and International Brands of Apparels.

8
 Which brand of apprels wear the most

25%

45% National Brands

International Brands
Both

30%

Interpretation:
Out of the samples of 97 customers, 25% mostly use national brands, 30% use international
brands most of the time and 45% customers use both. Hence, most of the customers give
preference to both.

9
 First thing Customers look in branded
apparels

9%

Quality
15%
Price
1% After Sale Service
10% Customer's Review
65%
Offers & Discounts

Interpretation:
From the sample of 97 customers first thing that 65% customers look in branded apparels is
‘Quality’,15% customers first thing that they see is ‘Customer’s review’,10% of customers first
look the ‘Price’ of any branded apparels,9% see ‘Offers and Discount’ that is on branded
apparels, only 1% people look the ’After sales service ’.Hence we found that most of the
customers first check the quality of any branded apparels and less number of people see the after
sales services offered on any branded apparels.

10
 CHAPTER-4
CONCLUSION

5.1: Findings
 While conducting the survey, we found that 37.5% of the respondent customers
sometimes do not care for price if the quality of stuff is good.
 46.9% of the respondent customers do experiment themselves with different
brands.
 36.5% of the respondent customers sometimes buy only well-known brands,
while 25% of the respondent customers buy well-known brands only.12.5% of the
respondent customers do not buy well-known brands only.
 32.3% of the respondent customers stick to the particular brand for longer period
of time, 31.3% of the respondent customers does not stick to the particular brand
for a longer period of time and rest sometimes stick.
 64% of the respondent customers first look quality in any branded apparels while
15% of the respondent customers looks for customer reviews.
 People get influenced by good advertisements, worth buying after sales service of
the product to make them believe particular branded apparel is good.

5.2: Suggestions

5.3: Conclusion
The purchase intention of customers is influenced by quality, price, after sales service, customers
review and offers and discounts going on branded apparels. Quality and price are the two most
important factors that any customer sees in any branded apparels.

11
 REFERENCES

1. The practice of research by Earl R.Babbie,Wadsworth,13 edition “Business Research

Methods” by William G.Zikmund, Barry J.Babin.

2. Approach to social Research by Royee Singleton, Bruce C. Straits and Margaret Miller Straits.

Handbook of research design and social measurement by Delbert Charles Miller, Sag Publication
6th edition.

3. Research Methods “The basics by Nicholas S.R.Wallman1st edition.

Websites

4. Kenneth E Clow &Donald Back, Integrated Advertising, Promotion& Marketing

communications, Pearson, 2012 Edition.

5.George Belch and Michael Belch, An integrated Marketing Communications Perspective, Mc

Graw Hill Education,2010 Edition

6. Consumer Behavior by Leon G.Schiffon, Leslie Lazar Kanuk, ISBN8131731567, 2013.

7. Consumer Behavior Building Marketing Strategy with CD by Del I. Hawkins

ISBN0070682160 Publication, 2011 11th Edition.

12