Beruflich Dokumente
Kultur Dokumente
DELHI
For
MP GLOBAL LINK
By
ANUPRIYA SAXENA
D-06
2009-2011
IN DELHI
For
MP Global Link
Of
K.N.Shahi
D-06
2
3
DECLARATION
I was in regular contact with the nominated guide and contacted 5 times for
discussing the project.
Anupriya Saxena
Faculty’s Comments:
Dr.Kalpna Singh
4
ACKNOWLEDGEMENT:
Any work goes incomplete unless it is not suffixed with a piece of appreciation
and applause for unconditional favour, cooperation & guidance by some vital
who turn out to be strong supporters throughout my project.
I would also like to pay my sincere and warmest thanks to my supportive senior
Mr. Rajesh Jha who has patiently borne my short comings & has been guiding
me through the successful completion of the project with amazing patience,
care & cooperation.
5
Anupriya Saxena
TABLE OF CONTENTS
11 About Raymond 28
12 My Job 30
13 Objective Of the Project 31
14 Data Analysis And Interpretation 36
6
15 Findings 56
16 Conclusion 57
17 Limitations & Recommendations 58,59
18 Bibliography 61
19 Questionnaire 63
EXECUTIVE SUMMARY
7
Apart from theoretical concept of the topic, we have included the findings and
suggestions.
Marketing research
Marketing research is the systematic gathering, recording, and analysis of
data about issues relating to marketing products and services. The term is
commonly interchanged with market research; however, expert practitioners
may wish to draw a distinction, in that market research is concerned
specifically with markets, while marketing research is concerned specifically
about marketing processes.
Marketing research is often partitioned into two sets of categorical pairs, either
by target market:
8
• Business-to-business (B2B) marketing research
Thus, marketing research may also be described as the systematic and objective
identification, collection, analysis, and dissemination of information for the
purpose of assisting management in decision making related to the
identification and solution of problems and opportunities in marketing. The
goal of marketing research is to identify and assess how changing elements of
the marketing mix impacts customer behaviour.
9
Marketing managers make numerous strategic and tactical decisions in the
process of identifying and satisfying customer needs. They make decisions
about potential opportunities, target market selection, market segmentation,
planning and implementing marketing programs, marketing performance, and
control. These decisions are complicated by interactions between the
controllable marketing variables of product, pricing, promotion, and
distribution. Further complications are added by uncontrollable environmental
factors such as general economic conditions, technology, public policies and
laws, political environment, competition, and social and cultural changes.
Another factor in this mix is the complexity of consumers. Marketing research
helps the marketing manager link the marketing variables with the environment
and the consumers. It helps remove some of the uncertainty by providing
relevant information about the marketing variables, environment, and
consumers. In the absence of relevant information, consumers' response to
marketing programs cannot be predicted reliably or accurately. Ongoing
marketing research programs provide information on controllable and non-
controllable factors and consumers; this information enhances the effectiveness
of decisions made by marketing managers.
10
Define the marketing problem
E
Enumerate the controllable and uncontrollable decision factors
C
Collect relevant information
I
Identify the best alternative
D
Develop and implement a marketing plan
E
Evaluate the decision and the decision process
11
each stage are methodologically sound, well documented, and, as much as
possible, planned in advance. Marketing research uses the scientific method in
that data are collected and analyzed to test prior notions or hypotheses.
12
Comparison with other forms of business research
Other forms of business research include:
Organizations engage in marketing research for two reasons: (1) to identify and
13
(2) Solve marketing problems. This distinction serves as a basis for classifying
marketing research into problem identification research and problem solving
research.
The Stanford Research Institute, on the other hand, conducts an annual survey
of consumers that is used to classify persons into homogeneous groups for
segmentation purposes. The National Purchase Diary panel (NPD) maintains
the largest diary panel in the United States.
Standardized services are research studies conducted for different client firms
but in a standard way. For example, procedures for measuring advertising
effectiveness have been standardized so that the results can be compared across
studies and evaluative norms can be established. The Starch Readership Survey
is the most widely used service for evaluating print advertisements; another
well-known service is the Gallup and Robinson Magazine Impact Studies.
These services are also sold on a syndicated basis.
14
• Limited-service suppliers specialize in one or a few phases of the
marketing research project. Services offered by such suppliers are
classified as field services, coding and data entry, data analysis,
analytical services, and branded products. Field services collect data
through mail, personal, or telephone interviewing, and firms that
specialize in interviewing are called field service organizations. These
organizations may range from small proprietary organizations which
operate locally to large multinational organizations with WATS line
interviewing facilities. Some organizations maintain extensive
interviewing facilities across the country for interviewing shoppers in
malls.
15
• Data analysis services are offered by firms, also known as tab
houses that specialize in computer analysis of quantitative data such as
those obtained in large surveys. Initially most data analysis firms
supplied only tabulations (frequency counts) and cross tabulations
(frequency counts that describe two or more variables simultaneously).
With the proliferation of software, many firms now have the capability to
analyze their own data, but, data analysis firms are still in demand.
16
• Brand association research - what do consumers associate with
the brand?
• Brand attribute research - what are the key traits that describe
the brand promise?
17
• Demand estimation - to determine the approximate level of
demand for the product.
• Positioning research - how does the target market see the brand
relative to competitors? - What does the brand stand for?
18
• Segmentation research - to determine the demographic,
psychographic, and behavioural characteristics of potential buyers
There are two main sources of data - primary and secondary. Primary
research is conducted from scratch. It is original and collected to solve the
problem in hand. Secondary research already exists since it has been collected
for other purposes. It is conducted on data published previously and usually by
someone else. Secondary research costs far less than primary research, but
seldom comes in a form that exactly meets the needs of the researcher.
19
A similar distinction exists between exploratory research and conclusive
research. Exploratory research provides insights into and comprehension of an
issue or situation. It should draw definitive conclusions only with extreme
caution. Conclusive research draws conclusions: the results of the study can be
generalized to the whole population.
Based on questioning:
20
population - statistical significance and confidence not calculated - examples
include focus groups, in-depth interviews, and projective techniques
Based on observations:
Ethnographic studies -by nature qualitative, the researcher observes social
phenomena in their natural setting - observations can occur cross-sectionally
(observations made at one time) or longitudinally (observations occur over
several time-periods) - examples include product-use analysis and computer
cookie traces. See also Ethnography and Observational techniques.
Experimental techniques -, by nature quantitative, the researcher creates a
quasi-artificial environment to try to control spurious factors, then manipulates
at least one of the variables - examples include purchase laboratories and test
markets
Researchers often use more than one research design. They may start with
secondary research to get background information, and then conduct a focus
group (qualitative research design) to explore the issues. Finally they might do
a full nation-wide survey (quantitative research design) in order to devise
specific recommendations for the client.
21
Business to business (B2B) research is inevitably more complicated than
consumer research. The researchers need to know what type of multi-faceted
approach will answer the objectives, since seldom is it possible to find the
answers using just one method. Finding the right respondents is crucial in B2B
research since they are often busy, and may not want to participate.
Encouraging them to “open up” is yet another skill required of the B2B
researcher. Last, but not least, most business research leads to strategic
decisions and this means that the business researcher must have expertise in
developing strategies that are strongly rooted in the research findings and
acceptable to the client.
There are four key factors that make B2B market research special and different
to consumer markets:
22
Marketing research does not only occur in huge corporations with many
employees and a large budget. Marketing information can be derived by
observing the environment of their location and the competitions location.
Small scale surveys and focus groups are low cost ways to gather information
from potential and existing customers. Most secondary data (statistics,
demographics, etc.) is available to the public in libraries or on the internet and
can be easily accessed by a small business owner.
Below some steps that could do by SME (Small Medium Enterprise) to analyze
the market:
2. Analyze Macro & Micro Economic data (e.g. Supply & Demand,
GDP,Price change, Economic growth, Sales by sector/industries, interest
rate, number of investment/ divestment, I/O, CPI, Social anlysis,etc.);
23
6. Formulating market strategy & also investigating the possibility of
partnership/ collaboration (e.g. Profiling & SWOT analysis of potential
partners, evaluating business partnership.)
Market research techniques resemble those used in political polling and social
science research. Meta-analysis (also called the Schmidt-Hunter technique)
refers to a statistical method of combining data from multiple studies or from
several types of studies. Conceptualization means the process of converting
vague mental images into definable concepts. Operationalization is the
process of converting concepts into specific observable behaviors that a
researcher can measure. Precision refers to the exactness of any given measure.
Reliability refers to the likelihood that a given operationalzed construct will
yield the same results if re-measured. Validity refers to the extent to which a
measure provides data that captures the meaning of the operationalzed construct
as defined in the study. It asks, “Are we measuring what we intended to
measure?”
24
• Applied research sets out to prove a specific hypothesis of value
to the clients paying for the research. For example, a cigarette company
might commission research that attempts to show that cigarettes are good
for one's health. Many researchers have ethical misgivings about doing
applied research.
A firm that cannot conduct an entire marketing research project in-house must
select an external supplier for one or more phases of the project. The firm
should compile a list of prospective suppliers from such sources as trade
publications, professional directories, and word of mouth. When deciding on
criteria for selecting an outside supplier, a firm should ask itself why it is
seeking outside marketing research support. For example, a small firm that
needs one project investigated may find it economically efficient to employ an
outside source. Or a firm may not have the technical expertise undertake certain
phases of a project or political conflict-of-interest issues may determine that a
project be conducted by an outside supplier.
25
When developing criteria for selecting an outside supplier, a firm should keep
some basics in mind. What is the reputation of the supplier? Do they complete
projects on schedule? Are they known for maintaining ethical standards? Are
they flexible? Are their research projects of high quality?
What kind and how much experience does the supplier have? Has the firm had
experience with projects similar to this one? Do the supplier's personnel have
both technical and nontechnical expertise? In other words, in addition to
technical skills, are the personnel assigned to the task sensitive to the client's
needs and do they share the client's research ideology? Can they communicate
well with the client?
The cheapest bid is not always the best one. Competitive bids should be
obtained and compared on the basis of quality as well as price. A good practice
is to get a written bid or contract before beginning the project. Decisions about
marketing research suppliers, just like other management decisions, should be
based on sound information.
Company overview-
Top of Form
Special:Search
Top of Form
26
Global-Link MP is engaged in the business of organizing, managing and
holding of exhibits, special events, conferences and international trade and
consumer shows. To date, the company is recognized to be the leading trade
and consumer show organizer in the country who has in its portfolio a diverse
list of special events, conferences and various trade and consumer shows in
sectors such as Automotive, Broadcasting, Communications, Consumer
Products, Construction, Electronics, Food, General Machinery, Manufacturing,
Technology, Semiconductor, Telecommunications, Services and Lifestyle.
Other services being offered by the company include publicity and promotions,
consultancy services, graphic designing and below-the-line marketing.
We believe that in choosing a business partner, you will need someone that
truly knows and understands the exhibition and events business inside-out BUT
27
more importantly, someone who has the ability to put their business
understanding and knowledge into actual projects - with proven positive results.
At Global-Link MP, our performance and track record will prove that we are
indeed the best in the business, not only in terms of number of events, but also
in terms of quality of presentation and business generated by our clients.Bottom
of Form
MP Global Link is one of the fastest growing data collection companies in the
marketplace. We offer comprehensive fieldwork solutions for market research
companies, consulting companies and corporate clients.
MP Global Link India offers comprehensive fieldwork solutions for market
research companies, consulting companies and corporate clients. Our reach is
nationwide, using... more
MP Global Link is one of the fastest growing data collection companies in the
marketplace. We offer comprehensive fieldwork solutions for market research
companies, consulting companies and corporate clients.
28
centralized CATI center in Noida. We have the field strength of 200 full-time
staff and more than 1100 freelance interviewers/supervisors working across 52
locations.
29
PROJECTS IN WHICH I WERE INVOLVED
During the internship I had gone through the various projects .Among these
The Bharat Darshan is my Mother Project.
1. RAYMOND CONSUMER BEHAVIOUR
2. AIRTEL BROADBAND CONNECTION AUDIT
3. HDFC LOAN MYSTERY AUDIT
4. PLASTIC POLYMER
5. MEDICAL ASPIRANTS
6. IBM “STANDARD”
7. PHILIPS “SLEEP DISORDER EQUIPMENT”
30
OUTLAY OF RAYMONDS
Raymond Limited
Industry Textiles
31
Founded 1925
Products fabrics, designer wear, denim, cosmetics & toiletries, engineering files
& tools, prophylactics and air charter services
Website http://www.raymondindia.com/
The Raymond Group is one of India's largest clothing and apparel companies,
with over 60% market share in India. Established in 1925 it has net earnings of
Rs. 2,100 crores. It sells textiles, readymade garments, engineering tools,
prophylactics and toiletries. Vijaypat Singhania is the chairman emeritus of the
company and Gautam Singhania the Managing Director.
Company Divisions:
1. Textile
2. Engineering
32
J.K. Files & Tools and Ring Plus Aqua Ltd. are the group companies that are
engaged in the manufacture of precision engineering products such as steel
files, cutting tools, hand tools, agri tools and auto components.
3. Aviation
Raymond Ltd. is one of the first Corporate House in India to launch Air Charter
Services in India in 1996.
Brands
Raymond
Manzoni
ColorPlus
Zapp!
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Raymond's range of kids wear. The brand brings to 4–12 years a wide range of
clothes, accessories, bed and bath linen and more. The first Zapp! Store has
been launched in Ahmadabad with ten more on their way.
Be: HOME
Be: HOME is a specialty multi brand Home Retail Chain that present soft home
furnishings & accessories which are sourced from across the globe (private &
International). Spanning from a mid to premium pricing range, Be: HOME
provides an assortment of quilts, blankets, robes, apparels, wall décor, vases,
candles, gourmet cooking range.
Park Avenue
Launched in 1986, Park Avenue is premium formal wear brand. The brand has
received the 'Most Admired Menswear Brand' for the year 2009.
Parx
Notting Hill
This brand caters to popular price segment offering affordable choice to people
transitioning from tailored clothing to readymade. The brand collection features
men's lifestyle products comprising suits, shirts, trousers, jeans, t-shirts and also
accessories like ties, handkerchiefs and socks.
34
The Raymond Shop is a retail store offering complete wardrobe solutions for
men.
Raymond UCO Denim Pvt. Ltd. The manufacturers and marketers of denim
fabrics. Raymond Zambaiti Pvt. Ltd. A Greenfield facility manufacturing
cotton shirting.J.K. Ansell Ltd. The manufacturers and marketers of Kama
Sutra condoms and surgical gloves.J.K. Talabot Ltd. Joint venture with MOB
Outillage SA, manufacturing files and rasps for international markets.
Beyond Business
Raymond Embryo Research Centre for cattle and J. K. Trust Gram Vikas
Yojana.
My job
1. Drafting questionnaire for the better understanding of customers satisfaction
Level.
2. Collection of data on customer traffic on weekdays and on weekends.
3. Check the availability of prominent display boards of Raymond’s brand.
4. Finding out the problems that the commuters are facing while shopping.
35
Objective of the project
The main objective of field survey during the project was to find out the
Customer’s satisfaction level of the fabrics offered by Raymonds.
The other objective of the research was to identify the other needs of
Customers with respect to present Raymond’s brand pattern.
Secondary objective
To correlate salary, age, area group buying pattern.
Purpose: Understanding markets and customers is the bedrock on
which business planning and strategy is built. Without knowing
your customers needs and wants or understanding demand, your
business will be under constant threat from competitors and may be
failing to extract the maximum value from your market.
To understand why and how customers make choices and a better
research process, based on understanding the business and
commercial.
Research methodology:
Research methodology is considered as the nerve of the project. Without a
proper well-organized research plan, it is impossible to complete the project
and reach to any conclusion. The project was based on the survey plan. The
main objective of survey was to collect appropriate data, which work as a base
for drawing conclusion and getting result.
36
behind the methods used in the context of a research study and it explains why
a particular method has been used in the preference of the other methods.
Research design:
• Descriptive Research
The type of research adopted for study is descriptive. Descriptive studies are
undertaken in many circumstances when the researches is interested to know
the characteristic of certain group such as age, sex, education level, occupation
or
Income. A descriptive study may be necessary in cases when a researcher is
interested in knowing the proportion of people in a given population who have
in particular manner, making projections of a certain thing, or determining the
relationship between two or more variables. The objective of such study is to
answer the “who, what, when, where and how” of the subject under
37
investigation. There is a general feeling that descriptive studies are factual and
very simple. This is not necessarily true. Descriptive study can be complex,
demanding a high degree of scientific skill on part of the researcher.
Questions and deciding the types of data to be collected and the procedure to be
used in this purpose.
Descriptive studies can be divided into two broad categories: Cross Sectional
and Longitudinal Sectional. A cross sectional study is concerned with a sample
of elements from a given population. Thus, it may deal with household, dealers,
retail stores, or other entities. Data on a number of characteristics from sample
elements are collected and analyzed. Cross sectional studies are of two types:
Field study and Survey. Although the distinction between them is not clear- cut,
there are some practical differences, which need different techniques and skills.
Field studies are ex-post-factor scientific inquiries that aim at finding the
relations and interrelations among variables in a real setting. Such studies are
done in live situations like communities, schools, factories, and organizations.
38
Another type of cross sectional study is survey result, which has been taken by
me. A major strength of survey research is its wide scope. Detail information
can be obtained from a sample of large population .Besides; it is economical as
more information can be collected per unit of cost. In addition, it is obvious that
a sample survey needs less time than a census inquiry. Descriptive research
includes survey and fact finding enquiries of different kinds of the major
purpose. Descriptive research is description of the state of affairs, as it exists at
present. The main characteristic of this method is that the researcher has no
control over the variables; he can only report what has happened or what is
happening. The methods of research utilized in descriptive research are survey
methods of all kinds including comparative and co relational methods. The
reason for using such needs to be flexile in its approach, but a descriptive study
in contrast tends to be rigid and its approach cannot be changed ever now and
then.
Data collection methods: After the research problem, we have to identify and
select which type of data is to research. At this stage; we have to organize a
field survey to collect the data. One of the important tools for conducting
market research is the availability of necessary and useful data.
Questionnaires:
This is the most popular tool for the data collection. A questionnaire contains
question that the researcher wishes to ask his respondents which is always
guided by the objective of the survey.
Pie chart:
39
This is very useful diagram to represent data, which are divided into a number
of categories. This diagram consists of a circle of divided into a number of
sectors, which are proportional to the values they represent. The total value is
represented by the full create. The diagram bar chart can make comparison
among the various components or between a part and a whole of data.
Bar chart:
Preparation of report:
The report was based on the analysis and presented with the findings and
suggestions. The sample of the questionnaires is attached with the report itself.
Sampling Methodology:-
Sample type-
40
Sample unit: 50
Aware %age
Yes 100
No 0
Preference %age
Mostly Preferred 65
Preferred 17
41
Moderate 10
Least Preferred 5
Not Preferred 3
HYPOTHESIS TESTING :
42
62.37
HYPOTHESIS TESTING:
43
Ho: Indians mostly prefer & like other apparels segment over
the Casual wears
Ha: Indians mostly like casual wears amongst the other
apparel segment
Step 2: Set the Rejection criteria:
DF = 4-1 = 3
At alpha .05 and 3 degrees of freedom, the critical value from
the chi square distribution table is 7.81
44
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 Indians.
Interpretation:
45
14% share due to large number of outlets and reasonable
rates. Provouge is at the third spot with a 13% share due to
absolute publicity using the star-power of Fardeen Khan and
good range of collection. Fourth position is shared by Park
Avenue, Excalibur.
Ethnic Wears:
Interpretation:
46
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.
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 today’s Indians.
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 because of great discounts given by the
company. Reebok is at fourth position with 11% share.
47
Casual Wears:
Interpretation:
PSYCHOLOGICAL FACTORS:
48
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.
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.
49
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 today’s Indians.
50
I ask my friends what they are wearing to an event before
I decide what to wear.
51
According to the survey more than one-third of the
respondents not very often tend to wear different clothes to
impress people. The remaining respondents sometimes opt to
wear different clothes with the intention of impressing people.
The reason being today’s Indians believes more in simplicity.
Reference %age
groups
Family 8
Friends 53
co-workers 7
Brand Itself 23
Others 9
52
HYPOTHESIS TESTING:
Step1: State Hypothesis:
Ho: Friends are not most favoured reference group
which influence Indians to go for branded apparels
while purchasing over other like family & brand itself
Ha: Friends are most favoured reference group which
influence indians to go for branded apparels while
purchasing over other like family & brand itself
Step 2: Set the Rejection criteria:
DF = 5-1 = 4
At alpha .05 and 4degrees of freedom, the critical value from
the chi square distribution table is 9.49
53
1 8 20 -12 144 7.2
2 53 20 33 1089 54.45
3 7 20 -13 169 8.45
4 23 20 3 9 0.45
5 9 20 -11 121 6.05
χ² =
76.6
Interpretation:
54
Newspaper 10
Magazine 21
Internet 17
Others 2
HYPOTHESIS TESTING
Step1: State Hypothesis:
Ho: Males usually go for or choose print media for getting information
about the Apparels brands
Ha: Males go for or choose broadcast media for getting information
about the Apparels brands over the Print Media.
55
1 47 16.67 30.33 919.90 55.18
2 3 16.67 -13.67 186.86 11.20
3 10 16.67 -6.67 44.49 2.66
4 21 16.67 4.33 18.75 1.12
5 17 16.67 0.33 0.11 0.006
6 2 16.67 -14.67 215.21 12.91
χ²=83.
076
Interpretation:
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.
2. Highest level of education you have completed?
Qualification %age
Intermediate (+2) 5
Bachelor degree 36
Master Degree 47
PHD 0
56
Other professional 12
Degree
Interpretation:
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 apparels.
3. Marital status
Marital status % age
Single 91
Married 9
57
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.
5. 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:
58
As we have discussed that most of the male indians respondents are
qualifying & qualified for bachelor degrees & Master degree so from the
above data we found that 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 and they have income Below 10000, 17% has income
between Rs.10000-20000. Only 11% respondents who wear branded
apparels have income between Rs. 20001-25000.
FINDINGS:
59
In the corporate category Raymond dominates this category with a major
share of 15% which is due to excellent promotion and best quality of
material than other brands followed by the Park Avenue, Excalibur.
Provouge,Cambridge
60
The Indians today, wears what they like irrespective of
his/her friend’s approval. During survey we found that
today’s indians always prefers new clothes for special
occasions
In survey we also found that today’s Indians always try
new clothes without planning to buy them. They not very
often try on different apparels to impress people.
Today’s Indians also very rarely decide on clothes
according to their mood and never connect self-
confidence with their apparels.
CONCLUSION:
61
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 colour combinations and seasonal trial of new
styles in apparels. Also today’s Indians 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 apparels. Today’s Indians majorly tend to
go for branded clothes and they always plan long-term for the
final purchase.
The survey shows that today’s Indians 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.
62
LIMITATIONS:
The time of research was short due to which many fact has been left
untouched
The Area undertaken in research in New Delhi and NCR only. But to do
a completer 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?
While collecting data some of the respondents are not willing to fill the
questionnaire, so they might not fill their true behaviour. This can also be
a constraint of the study.
RECOMMENDATIONS:
In New Delhi & NCR Indians is aware about the National &
International brands but some of the brands are not available in New
Delhi & NCR so companies should expand their distribution networks
63
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 Indians make the decision of buying the apparels when they
saw that celebrity is using & wearing those particular brands like
Raymond. So companies should promote their brands by endorsing the
Celebrity whose personality is matching with the brands.
64
Bibliography
References
65
WEBSITES:
www.apparelsindustry.in/india.htm
http://en.wiki.wikipedia.com/indian_industry
www.managementparadise.com/consumerbehaviour_branded_apparels.htm
www.scribd.com
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QUESTIONNAIRE
Dear Sir,
Name: ___________________________________
Age: _________
Address: ____________________________________________________
Indicate your choice by placing a CHECK or X in the spaces provided after each
response.
Yes No
Mostly Preferred
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Preferred
Moderate
Least Preferred
Not Preferred
Q.1 If you have to choose from the below listed apparels segment & brands which brands
of particular apparels segment will you preferred most??
Q.2Read the following statements and rate each according to the scale given below.
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Indicate your choice by recording the number in the blanks provided to the right of
each statement.
Scale:
Always, very high exceptions 5 usually, majority of the time4 Sometimes 3 Seldom, Not very often,
2 Never, very few exceptions 1
Indicate your choice by placing a CHECK or X in the spaces provided after each
response.
Q.1Who influence you most while going for the purchase of branded apparels?
a) Family
b) Friends
c) Co-Workers
d) Brand Itself
e) Others
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(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
Q.10 What is your total income that you, yourself, earn monthly?
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