“Identify and analyze the factors which are

responsible for the purchase of garments from

“KOUTONS Retail (India)Pvt. Ltd.”

In the partial fulfilment of first semester of PGDM

Under the supervision of:

Submitted by: -

Dr. Raghuvir Singh Amit

Kumar Sharma
(Director, CIPS) (PGDM-
1st Sem.)

Submitted to:

Centurion Institute of Professional Studies,

Sector-18, Kumbha marg, Pratap Nagar Jaipur

12th January 2010

1
 ACADEMIC SESSION 2009-11

Declaration

We here declaring that report on “Purchase of garments in

Koutons Retail outlet” is original work done by us, submitted in
partial fulfilment of our academic project in marketing research
of 1st Semester. The “Purchase of garments in Koutons Retail
outlet” is correct to the best of our knowledge this report so far
has not been published anywhere else

Place: Jaipur

Amit Kumar Sharma

2
PREFACE

The MBA curriculum is designed in such a way that student can

grasp maximum knowledge and can get practical exposure to
the corporate world in minimum possible time. Business schools
of today realize the importance of practical knowledge over the
theoretical base. The research report is necessary for the partial
fulfillment of MBA curriculum and it provides an opportunity to
the researcher in understanding the industry with special
emphasis on the development of skills in analyzing and
interpreting practical problems through the application of
management theories and techniques. It is a new platform of
learning through practical experience, which incorporates
survey and comparative analysis. It gives the learner an
opportunity to relate the theory with the practice, to test the
validity and applicability of his classroom learning against real
life business situations.

The researcher has conducted a research on :-

“Identify and analyze the factors which are

responsible for the purchase of garments from
“KOUTONS Retail (India) Pvt. Ltd.”

3
ACKNOWLEDGEMENT

The research work requires co-operation of many people and

this work is no exception. It is difficult to thank individually all
the persons who patronized this work. The researcher had
asked for favors, borrowed ideas, expressions and facts from so
many that it would require one volume to give credit to all. So,
the researcher wants to thank all the patrons of this report.

First and foremost, we would like to express our sincere and

profound gratitude to Dr. Raghuvir Singh (Director FMS,
Centurion Institute of Professional Studies, Jaipur), &
Mrs. Babita Jha ( Faculty Member, CIPS ) who’s guidance
has given a proper shape to this project. His attitude towards
excellence, his helping nature and his enthusiasm has been
source of constant inspiration.. His unhitching support during
our work is very admirable. He is the true driving force behind
this work throughout, constantly encouraging us to do our best
and inspiring us to aim higher.
We will be failing in our duty, if we do not express our
indebtedness to our Parents and family members for generating
Confidence in us right from the commencement of this task to
its accomplishment.
We are also very thankful to all the faculty members, the whole
college staff for providing us with necessary facilities and
support, essential for bringing out this work in a short time.

We want to thank our friends who extended their cooperation

and were patient at all stages of our work.

4
Last but not the least, we are thankful to all respondents, who
gave us their precious time and support to fulfill this task,
without their co-operation the study would not have seen the
light of the day.

Executive summary

This Project is totally focused on Marketing of Koutons Retail

Outlet.

This project is made on the topic of “Identify and analyze

the factors which are responsible for the purchase of
garments from “KOUTONS Retail (India)Pvt. Ltd.” This
project is totally focused on consumer’s opinion about the
determinants of image of Koutons Retail Outlet.

For defining the research problem clearly firstly I decided to

conduct research in the Koutons Retail Outlet.

For sampling I use non probability sampling technique in which I

use convenience sampling method as I did not have sufficient
time, money and could not have put lot of efforts sample
consist who often purchase garments in Koutons Retail Outlet in
Jaipur city. Sample is of size of 100.

Interrogation through personal interview has been use as a data

collection technique and questionnaire is data collection
instrument, which is close-ended , after getting these filled form
respondents.

5
Content

Executive
summary…………………………………………………………………….

Chapter 1:

General
Introduction……………………………………………………….. .........

Chapter 2:

Introduction to the
problem………………………………………………… ......

Chapter 3:

Industry / Company profile…………………………………………………

.........

Chapter 4:

Review of
Literature………………………………………………………..............

Chapter 5:

Research
methodology…………………………………………………….............

Chapter 6:

Data Analysis
………………………………………………………………..................

Chapter 7:
Conclusion…………………………………………………………………...

Bibliography……………………………………………………………………
……….......

Annexure 1: Questionnaire

6
About Company:

Mission And Vision:

• To emerge as the most profitable retailer in India by being the

most efficient
• To provide contemporary fashion at affordable prices.
• To cut away all areas of distribution and value chain that do
not benefit the consumer.
• Fashion & Quality @ Affordable Prices
• Respect for the customers views
• Use our vast experience and insights for improved products.
• Stay abreast with international developments
• Achieve volume and sale to be globally competitive.
• Growth through leadership.

Vision
• We aim to lead through innovation & improve through
introspection to serve our customers and stakeholders equally and
become an efficient and low cost operator with a commitment to
quality.
• We aim to be world leader yet remain firmly rooted to our
local markets.

Koutons Retail India Ltd.

• Koutons Retail India Ltd. is the leading retailer of readymade and
fashion wear brand in the country today. With more than 1400
outlets across India, it has a wide range of apparel designs suited
for all segments including corporate, formal and casual dressings.
Koutons aptly creates the conducive environment for a family
outing, making family shopping the best experience at an
affordable price - all at one place.
7
 • Koutons was born in 1991 as Charlie Creations and are now
Koutons Retail India Ltd. Koutons started primarily as a denim
brand but are today manufacturing and selling complete men,
women and kids wardrobe under the brand name Koutons, Les
Femme and Koutons Junior respectively. Another brand from the
stable of Koutons is Charlie Outlaw, which caters to the teens of
the country with apparels including jeans, T- shirts, jackets etc.
Koutons Brand is catering to the Upper & Upper Middle Class of
Society with a vast target age group between 18-60 years.
• "Value for Money and High on Fashion" being their USP, Koutons
has given the brand an extension delving into specific consumer
segments. The garments are made keeping in view the overall
need of the niche market and the basic/fashion demand of the
Indian masses. Our product range also caters to the tastes of all
segments. Our Brand is placed as the most dynamic brand of
India.

Kouton‟s have to learn both the art and science of retailing by

closely following how the other parts of the world are
organizing, managing, and coping up with new challenges in an
ever-changing marketplace. Kouton‟s must use innovative
retail formats to enhance shopping experience and try to
understand the regional variations in consumer attitudes to
branded garments. Kouton‟s must put the efforts in the
following aspect to improve its Brand Image: 1. Advertising,
promotions, and campaigns to attract customers have to be
designed and executed to build loyalty by identifying regular
shoppers and offering benefits to them. 2. Efficient
management of high-value customers is vital. 3. Monitoring
customer needs constantly must be done with long-term
relationships in view. 4. It must improve its brand image from
discounted good 5. Kouton‟s must reform its marketing
strategies The above are some of the aspects which Kouton‟s
need to focus upon on a more proactive basis.

8
Chapter 1: General Introduction

Retailing sector of India can be split into two segments. They

are the informal and the formal retailing sector. The informal
retailing sector is comprised of small retailers. For this sector, it
is very difficult to implement the tax laws. There is widespread
tax evasion. It is also cumbersome to regulate the labour laws
in this sector. As far as the formal retailing sector is concerned,
it is comprised of large retailers. Stringent tax and labour laws
are implemented in this sector. If the retail industry is divided
on the basis of retail formats then it can be split into the
modern format retailers and the traditional format retailers. The
modern format retailers comprise of the supermarkets,
Hypermarkets, Departmental Stores, Specialty Chains and
company owned and operated retail stores The traditional
format retailers comprise of Kiranas, Kiosks, Street Markets and
the multiple brand outlets. The retail industry can also be
subdivided into the organized and the unorganized sector. The
organized retail sector occupies about 3% of the aggregate
retail industry in India.

Size and contribution of the retail industry in India

In terms of value, the Indian Retail industry is worth $300

billion. India retail industry is the largest industry in India, with
an employment of around 8%. Its contribution to the Gross
Domestic Product is about 10%, the highest compared to all
other Indian Industries. The retail sector has also contributed to
8% of the employment of the country. The organized retail
sector is expected to triple its size by 2010. The food and
grocery retail sector is expected to multiply five times in the
same time frame. The major reason behind the low participation
in the Indian retail sector is the need for lumpy investments
that cannot match up their break even points. The government
policies are being revised from time to time to attract
investments in this sector.

9
10
11
Chapter 2: Introduction to the problem

Introduction “KOUTONS RETAIL INDIA LIMITED” is jaipur based

apparels enterprise which was seed capital of just RS 400
thousand. Company was established by Devinder pal singh
kohli and present chairmen of the company. The portly 51
year old chairmen of the 1046crore company ,who had once
dreamed of making KOUTONS a 100 crores brand some day,
has beaten his own expectation by becoming a serious
competitor to the many established BRANDS in the country.
Main theme of the company is “value to money, but high on
fashion”

Problem statement With the existing brand image of a KOUTON

has realised that it isn’t faring substantially well in the market
due to its marketing strategies and internal factors.

How to reposition its brand in the market

How to restructure the present “kouton store” as a complete

“family format store”

What actually the consumers are expecting from the brand

Research objective The main purpose of this research is to find

out where the product brand image is affected and how to
reposition as “family format store” Intentions in repositioning 
Understanding its position in market

Direct competition

Current brand image

12
Importance/benefits With the help of this research “KRIL” can
take a strategic decision to rebuild its Brand image. Research
gives clear information what actually the customers are
expecting from this BRAND. Using this information the company
can undergo for a well repositioning in the market.

Research design

Research uses Discriptive with Convience to get more idea

how the KOUTON is performing in the industry and Customers
are shifting from brand kouton to other brand and Quality is
really affecting the brand image of kouton

Questionnaire design: A well designed Questionnaire is given

to the customer and receives feedbacks from them. From this
company can get a clear idea what actually the customer are
expecting from this brand

Depth interviews: Taking interviews from customer who are

loyal to brand

Data analysis After receiving the questionnaires and depth

interview, we form a structured information data. We use
efficient research analyst for the analysis of the data.

13
Limitation of study

Our study is based on Primary and Secondary data, mainly from

newspapers, websites and field survey we had no access to

primary data.

As a result the report may not contain the latest data about the

present market scenario which could otherwise have made it far

better and relevant.

14
Chapter 3: Industry / Company profile

Management

DPS Kohli
(Chairman)
One of the founding promoters of this company, he heads
Marketing, Finance, Information Technology,Administration and
Human Resource.

B.S.Sawhney
(Managing Director)
The other founding promoter of the company, he looks after
Sampling, Merchandsing, Sourcing and Sales. He is instrumental
in company's growth.

G.S. Sawhney
(Deputy Managing Director)
The youngest of the company, he looks after the

15
Warehouse,Logistics,Production and Personnel. He is instrumental in
making the growth of the company possible.

Awards Got by KOUTONS RETAIL (INDIA) PVT. LTD.

2009-

•Koutons received the Award of "Emerging Corporate" at the

Corp Excel Award 2008 for National mSME Excellence on 30th
Dec, 2009, organized by Corporation Bank.

•Koutons received "The Value Retailer of the Year" Award of

Star Retailer on 27th November, 2009 organized by Franchise
India.

•Koutons received the "Best Clothing Company of the Year" of

CMAIs Apex Awards on 21st December, 2009.

•Koutons was also nominated for the "Best Advertising

Campaign of the Year" and "Brand of the Year" for CMAI's Apex
Award.

•Mr. D.P.S Kohli was awarded for "Retail Excellence" award by

Asia Retail Congress in January, 2009.

2008-

•Mr. D.P.S. Kohli, Chairman, Koutons Retail India Ltd. was

awarded the title of “Most Admired Fashion Face” at Images
Fashion Awards ‘08 Mumbai

•Koutons Retail India Ltd was award “Most Admired Fashion

Group” at Images Fashion Awards ’08 Mumbai.

•Mr. DPS Kohli was awarded the title of “2008 Top Marketing
Man Award” by IMM, Delhi

•Awarded the “Brand of the Year Casual (SME) : Charlie Outlaw”

by CMAI.

•Award of Best Display at India International Garment Fair

16
•Koutons Retail India Ltd has won the prestigious “Brand of the
Year Mens Casual Wear (Large)” Award at the National Awards
for the excellence in Apparel business organized by CMAI.

•Franchise Award for Excellence in Franchising & Business

Development- Retail.

•Nominated for the Clothing Company of the Year- Domestic by

CMAI.

•Nominated for the Best Advertising Campaign of the Year –

Retail by CMAI.

•Koutons was nominated in Textile & Apparel Category in

Emerging India Awards by ICICI.

2007-

•Mr. DPS Kohli was awarded the title of “UDYOG VIBHUSHAN for
Excellence in Industrial Performance” by the Institute of Trade
and Industrial Development in 2007.

•Koutons Retail India Ltd has won the prestigious “Chain Store
of the Year” Award at the National Awards for the excellence in
Apparel business organized by CMAI.

•Koutons is also credited with another award of “Brand

Entrepreneur of the Year” Award at the APEX AWARDS 2007
organized by CMAI.

•Nominated for the Best Advertising Campaign of the Year-

Retail by CMAI

2006-

•Awarded the “Most Dynamic Brand of the Year” by Lycra

Images Fashion Awards

•Awarded the title of “Value Retailer of the Year” by Star

Retailer- The Consumer Way.
17
•Koutons Retail India Ltd nominated for “Chain Store of the
Year” Award at the National Awards for the excellence in
Apparel business organized by CMAI.

•Nominated for the “Brand of the Year Award – Men’s Casual

Wear (Large) at Apex Award, by the Clothing Manufacturers
Association of India Group” at Images Fashion Awards ’08
Mumbai.

2005- Koutons was nominated for the Brand of the Year Award-
Men’s Casual Wear (Large) by the Clothing Manufacturers
Association of India.

2003- Mr. D.P.S. Kohli was awarded the title of “Entrepreneur of

the Year” by the Institute of Trade and Industrial Development.

2000- The Company received an award for outstanding

Domestic Sales from Clothing Manufacturers Association of
India.

1998- The Company received an award for best display of

denim clothing from CMAI- Ashima Group.

1997- The Company was awarded the title of “Best Menswear

(Casual) Collection” by Apparel Exporters and Manufacturers
association.

KOUTONS MENSWEAR

The well known apparel house, Koutons Retail India Ltd. has unveiled
their latest collection of menswear. This collection offers a wide range of
formal and informal clothing for men for the age group of 18 years and
above. Known for their comfort and durability the brand has become
synonymous with 'fashion and quality' at affordable price'. The collection
caters to men which includes the working professionals.

The collection includes the shirts, T-shirts, pull overs, sweat shirts ,denim
and non-denim trousers, cargo and shorts for men in trendy yet formal
shades the collection also offers a variety of fabrics to choose from. The
basic formal shirts are available in linen and cotton fabrics. The range is
also available in blended fabrics. The special product range wrinkle
18
resistant flaunts ten to twelve colors to choose from. Using wrinkle-
resistant technology the company has sought to introduce a new breed
of weaved hundred percent cotton fabric and blended cotton.

The latest collection of Koutons menswear is a range created for today's

generation of men who wear what they like and firmly believe in
themselves. The collection is for those who like to blend comfort with
style.
Koutons Retail launches Koutons Junoir for kids

All set to redefine the kids wear market in the country, Koutons Retail
India Ltd. has unveiled the Koutons Junior collection exclusively meant
for the fashion conscious kids of 21st century. The collection offers a
wide range of trendy and playful apparels for kids. Known for their
comfort and durability, the brand has become synonymous with 'fashion
and quality at affordable prices'. Koutons Junior offers a wide range of
apparels t-shirts, shirts, night wear, capris, cargos, denims, dangris to
denim skirts for boys and girls in the age group of 2-15yrs.

Right from providing formals and casual for boys and girls, Koutons Jr.
offers a youthful and trendy blend of bright shades and wintery hues
along with playful cuts and patterns for kids. The yarn used in Koutons
Jr. 100% cotton,100% acrylic, lambs wool blend. The all new kids range
is made from superior quality fabrics keeping in mind the delicate and
sensitive skin of children so the natural fibers used in the apparels are
soft in feel for young kids.

Koutons Besides the normal range of apparels a special range of

accessories is also available which includes bags, sun glasses, swim
glasses, pencil boxes, bottles, caps, belts ties and many more

World-over, the readymade garments industry is characterized

by fragmentation. The scene in India, too, is not any different.
Though concrete data on the size of the industry is hard to
come by, the industry sources reckon the men's readymade
garments market at around Rs 5,000 crores; the women's
Western- wear market at Rs 150-200 crores; and that for
children around Rs 450 crores. Leading brands that jostle for
consumer mind space include Van Heusen, Louis Philippe, San
Frisco, Peter England, Allen Solly and Byford (of Madura
Garments, a division of Indian Rayon); Arrow, Lee, and so on (of

19
Arvind); Raymond, with its offerings of Park Avenue, Parx and
the recently acquired Color Plus; Indigo Nation and Scullers,
owned by Indus League; Wills Lifestyle, promoted by ITC;
Zodiac; and a slew of other brands that have a presence either
nationally or in a particular region. Women's wear is an
emerging market with the majors focusing on Western wear.
Among the leading brands, Scullers and Allen Solly have
offerings in this market. In the kids-wear category, the
unorganized players have a fair share of the market. The major
names in the organized segment of this market are Lee Kids
from the Arvind stable and Weekender Kids of Personality Ltd,
which also owns the Weekender brand. Brands are also
classified as premium/super premium, mid-level and mass
market, depending on the price point at which they are
positioned. Typically, Louis Philippe, Van Heusen, Zodiac and
Arrow would be part of the premium/super premium segment in
the formal-wear category; and Peter England, Parx, Kouton‟s
and San Frisco would be a notch lower, as they compete at
lower price points.

Brand with the best Clearly, within the organized segment, it is

brands that ultimately hold sway over the customer. With a
plethora of choices available to the customer, companies are all
the more keen to establish points of differentiation that would
set their brands apart. Among the lower level brands, it would
not be incorrect to say that commoditization is gradually setting
in. With shirts available in simple, solid shades — and not much
of a difference in the quality of the fabric — these brands
acquire an air of sameness in the eyes of the consumer.
However, as one scales up the price chain, differentiation kicks
in — in the form of the quality of fabric used, the kind of fit the
garment provides or the sheer emphasis on the design of the
garment itself. At price points in excess of Rs 1,500, the Indian
consumer has access to a garment that is truly international in
styling, yet priced lower than its comparable international
counterpart.
20
21
Consolidation trends

With a surfeit of players staking a claim to a share of the

consumer's wallet, the industry has also seen brands being
taken over by companies intending to offer a comprehensive
range of garments to the consumer, straddling multiple price
points. Indian Rayon took over the brands of Madura Coats in
India a few years back, while Raymond stitched a deal with
Color Plus. Likewise, Bombay Dyeing and Proline entered into a
strategic agreement. As takeover provides the advantages of
an established brand and an existing distribution network
straightaway, companies looking at strengthening their position
in the market would continue to look at takeovers to acquire
brands that have a complementary fit with their existing
offerings and to drive top line growth.

Opportunities, challenges

The biggest fillip to the industry would be provided by the

growth of organized retailing. As more shopping malls open,
adding thereby a few lakh square feet of retail space, garment
manufacturers will have many more options to peddle their
merchandise As more consumers realize the convenience of
readymade garments, it will only serve to hasten the transition
from tailored clothing. Unlike in the West, where tailoring is a
more expensive alternative to readymade clothing and makes a
fashion statement, it is more preferred in India, especially for
those who look at it as a lower priced option vis-à-vis branded
ready-to-wear. The price differential between tailored clothing
and ready-mades is partly because of the excise duty on the
latter. The industry would, naturally, like to see a reduction
from the current level, as it would make ready-mades more
affordable. Another challenge confronting Indian garment
manufacturers is the need to devise strategies once the quota
on garment exports is abolished in 2005. With garments
accounting for nearly 50 per cent of overall textile exports, the
threat from lower-cost producing nations is real. To counter the
22
potential loss of revenue, Indian garment exporters are gearing
up to launch ready-mades in the domestic market. Conversely,
there is also the likelihood of a wide variety of fabric coming
into the country, providing the exporters opportunity to be
creative with their design. Women's western wear is another
segment that is likely to see action. With increasing
urbanization, the demand for such clothing is likely to rise
significantly. It would also pose a challenge to retailers in terms
of how they rein their stores to appeal to the more demanding
fairer sex. Both opportunities as well as challenges abound for
players in the readymade garments business. Substantial
investments made in brand building and in establishing
customer niches will ensure that they further build on the gains
they have made. At the same time, brand strategists will have
their plate full when it comes to entering territories such as
women's or kids wear, or taking advantage of emerging retail
opportunities. Capitalizing on these opportunities will ensure
that the garments industry is clothed in success.Kouton‟s was
set up in the early 1990s, is a leading apparel maker, exporter
and retailer. The company has moved from being a garment
manufacturer to a retailer by opening in 2002 its own chain of
brand outlets called Kouton‟s stores. Kohli says he managed to
keep lenders at way to some extent when he and other
promoters paid Rs 30 crores in march to Edelweiss Capital ltd,
one of the lenders ,and freed 18% of the pledged equity
.Kouton‟s „ debt has been pared down to Rs 89 Crores. “The
money was arranged by the promoters in their personal
capacity”, Kohli said. He said pledging real estate to redeem the
pledged shares will free up another 20% of the promoters
stake. This will bring down the pledged portion of the promoters
stake to 23%.The entire process will take around 30 days to be
completed. Immediately after its initial public opening in 2007,
Kouton‟s went on expansion drive, raising Rs 119 crore in debt
against pledged shares in 2008 to fund the move.”We picked up
a 51% stake in a processing unit as we anticipated more brands
to come in the market and competition to increase. So, to have
a control on the back -end, We acquired control of the
23
processing units,”Kohil said. The company also plans to dilute
equity of around 5-6% to fund the expansion, but at an
appropriate time, Kohil said. Firm‟s expansion was started at an
inopportune time, chairmen Kohil says in hind sight,the
expansion programme was initiated at an inopportune time. It
borrowed about Rs 89 crore in July-August When its shares were
trading at Rs 700 per share .After November, its stock price
almost halved, forcing promoters to top up their shares as
surety, Kohil explained . Koutons owns Clothing brands
Kouton‟s and Charlie outlaw for men, Les Femme for women
and koutons junior targeted for children, and is positioned as aa
maker of affordable clothing. But things could look up for
Kouton‟s the industry expects retail stocks to rise further in
anticipation in anticipation of a relaxation of rules governing
foreign investment in the retail sector When the budget is
announced on July 6th ,said Kunal Lakhan ,A Mumbai based
analyst with KR Choksey Shares And Securities Pvt Ltd.
Kouton‟s shares closed 1.77% down at Rs408.40 on Monday in
Bombay stock Exchange .The bench mark Index sensex closed
0.14% up at 14,785.74 points. “With the reduction of pledged
amount, the company does not have to worry as much as they
had to some time back because of the quantum of shares
pledged,”Lakhani said.

Kouton‟s has around 1,400 stores. In the last one year , it has
added aaaaat least 185 family stores .At last half of those
stores were earlier smaller,1000 sq. Ft stores, but were
expanded into family stores of 4,000 sq. Ft each. The company
also shut down at least 185 unviable stores in the last fiscal. For
the quarter ended December , Kouton announce a net profit of
Rs 13 Crores. It has yet to announce its results for the financial
year ended March .

Brands under Kouton’s

Kouton’s men’s wear:

24
The well known apparel house, Kouton‟s Retail India Ltd. has
unveiled their latest collection of menswear. This collection
offers a wide range of formal and informal clothing for men for
the age group of 18 years and above. Known for their comfort
and durability the brand has become synonymous with 'fashion
and quality' at affordable price'. The collection caters to men
which includes the working professionals.

Kouton’s Les Femme:

Kouton‟s Retail India Ltd. has unveiled its women wear

collection named "Les Femme". Les Femme collection offers a
wide range of formal and casual wear for women. The collection
Les femme caters to young women in the age group of 16-34
yrs of age and includes apparels like t-shirts, party wear, lycra,
semi formal shirts, denims, Capri‟s , tunics, cargos denims. The
collection makes a fashion statement with Knits T-Shirt, shirts
for formal and casual attire available in full, half and 3/4th
sleeves etc.

Koutons junior collection:

All set to redefine the kids wear market in the country, Koutons
Retail India Ltd. has unveiled the Koutons Junior collection
exclusively meant for the fashion conscious kids of 21st
century. The collection offers a wide range of trendy and playful
apparels for kids. Known for their comfort and durability, the
brand has become synonymous with 'fashion and quality at
affordable prices'. Koutons Junior offers a wide range of
apparels t-shirts, shirts, night wear, capris, cargos, denims,
dangris to denim skirts for boys and girls in the age group of
215yrs Other brand charile outlaw

25
Chapter 4: Review of Literature

Brand Positioning

So many brands and companies are constantly reinvigorating

their businesses and positioning them for growth. There is a
constant need to innovate, reinvigorate, update, recalibrate, or
just simply fend off the competition in an effort to better explain
"why buy me." To move forward, companies and brands need to
first take a look at their current brand positioning. But for a
moment, even a brief moment, it would make sense to go back
to the brand drawing board to answer the question, just what is
brand positioning anyway? Brand positioning creates a specific
place in the market for your brand and product offerings. It
reaches a certain type of consumer or customer and delivers
benefits that meet the needs of several key target groups and
users.

Identifying reasons for pursuing a brand positioning?

A four-phased brand repositioning approach will help guide you

through the process and allow your company and brand group
to best calibrate based on timing, budget, and resources to get
the job done.

Phase I. Determining the Current Status of the Brand

Understanding the brand includes reviewing the complete

history of the company and brand, including its current brand
positioning, the original positioning, how it has evolved, and
most important: what the company and brand stands for today.
Key questions to ask and answer , What differentiates our
company and brand from the competition, What are the equity
drivers of the company and brand, Who is the current target
customer base , What is his/her profile, What are the reasons
26
for purchase, What are the buying patterns, What are the user
patterns.

Phase II. What Does the Brand Stand for Today?

Obtaining a clear insight to the way consumers feel and relate

to your company and brand will provide the starting point of the
repositioning work. First we need to gain parameters, including

Identifying key growth areas for your brand, marketplace and

industry opportunities Looking at your brand positioning in the
competitive landscape Measuring the current equity of your
brand Determining opportunity areas of where to take the
equity of your brand.

Phase III. Developing the Brand Positioning Platforms

This process will develop and create several key brand

positioning platforms to showcase how far your brand can move
to retain existing customers and acquire new ones.

Who do we want our brand to be? What benefits will it deliver to

the consumer? How will we promote the brand product
purchase, collection, and user patterns?

Phase IV. Refining the Brand Positioning and

Management Presentation

Now we have a great start, a new thinking, and (most

important) the beginnings of the new brand positioning for your
company, business, and brand. The purpose now is to review
and refine the new brand positioning and communicate to all
function departments in order to align efforts. The main reason
is that it is important that everyone on the brand team and all
function areas understand, buy in, and support the new brand

27
positioning. Essentially, this will become the umbrella strategy
for the brand group dictating marketing programs and tactics.

Crucial aspect in successful repositioning are  Ensure

relevance to a customer‟s frame of reference  Secure the
customer‟s “ permission” for repositioning  Deliver on the
brand new promise

28
Chapter 5: Research methodology

Here the descriptive and casual approach is used, as the

segmentation and target group were clear to the companies,
there is nothing to explore in these research and with the help
of causal study we described the cause and effect relationship

Research methodologyPrimary data-(descriptive study),

Observation-here we have observed customer about their taste
preferences.We have talked with 8-10 customers and dealers
about their pecception, and we have used questionnaire
method,.,100 questionnaire to the customers,., the data we
have collected from them is given below in project 

Personal interview-we have also collected information on both

the companies through personal interview, where we asked
many questions regarding
brands,perception,pricing,promotion and Product
distribution.

Sampling unit- (who should we survey?) o In our research the

sampling unit is the respondents between the age group of 18-
30 o In the sample of 100 respondents (customers)40 were
females.  Sample size-(how many people should we survey?)
 Sample size used in the research is 100

Tools for data collection

Questionnaire

Group interviews

29
Chapter 6: Data Analysis And Findings

Gend Male Fem Total no.

er ale of
Respond
ent
60 40 100

60 % Respondents are Male.

40 % Respondents are Female.

30
Occupat Busin Stud Govt Othe
ion ess ent . Job r
45 20 30 5

20% respondents are student.

5% respondents are other.
30% respondents are Govt employee.
45% respondents are Businessman.

31
Qualifica Gradu Post Professi Othe
tion ate Gradu onal r
ate
10 25 50 5

5% respondent’s qualification is other.

10% respondent’s qualification is Graduate.
25% respondent’s qualification is Post graduate.
50% respondent’s qualification is Professional.

From where you Frien Advertise Magazi Any

32
got to know ds ment nes Whe
about Koutons? re
25 35 30 10

25% respondent know about Koutons from Friends.

35% respondent know about Koutons from Advertisement.
30% respondent know about Koutons from Magazines.
10% respondent know about Koutons from Anywhere.
.

How often you Once Onc Onc Freque

33
visit the Koutons in 2 e in e in ntly
outlet? mont a 15
hs mon days
th
44 32 18 6

44% respondent visits the Koutons outlet once in 2

months.
32% respondent visits the Koutons outlet once in a month.
18% respondent visits the Koutons outlet once in 15 days.
6% respondent visits the Koutons outlet frequently.

You purchase cloths Man Som Not Neve

34
for yourself from y e man r
Koutons? time time y
s s time
s
20 57 19 4

20% respondent purchase the cloths many times from the

Koutons outlet.
57% respondent purchase the cloths some times from the
Koutons outlet.
19% respondent purchase the cloths not many times from
the Koutons outlet.
4% respondent never purchase the cloths from the
Koutons.

35
You purchase cloths for Man Som Not Neve
your family from y e man r
Koutons? time time y
s s time
s
15 31 47 7

15% respondent purchase the cloths many times from the

Koutons outlet.
31% respondent purchase the cloths some times from the
Koutons outlet.
47% respondent purchase the cloths not many times from
the Koutons outlet.
7% respondent never purchase the cloths from the
Koutons

36
Please sat irate following according to your
satisfaction level.
Variable Most Very Satisfi Dissatisf Very Tota
Satisfi Satisfi ed ied Dissatisf l
ed ed ied
Price 19 27 21 14 19 100
Quality 23 29 13 18 17 100
Variety 19 17 22 19 23 100
Promotion 23 12 28 21 16 100
al
Schemes
Location 16 15 16 28 25 100
Total 100 100 100 100 100

37
Conclusion

38
Finally the conclusion which is generalized after the
data analysis is that the purchase of garments due to
brand image of the Koutons Retail Outlet’s excellent
and due to the good quality product, affordable
price,. These are the main thing which influences the
sale volume of the Koutons Retail Outlet. It means, it is
hardly require that they offered product quality and
price of koutons Outlet. The customer can demand
automatically due to the quality of Product. By this
study we can say that the quality of goods is very good
which are available inKOUTONS RETAIL OUTLET in the
city of JAIPUR.

39
 BIBLIOGRAPHY
Kothari C. R. ; Research Methodology; Second Edition; New Age International (p) Limited,
publisher; 2004 , pp. (1-229).
www.indiabulls.com ,
www.goole.co.in
William z Hemkund, Research Methodology ; New Age International (p) Limited, publisher

40