Minor Project: Critical Analysis of

Consumer Brand Preference for

apparels & accessories

Project Guide:
Mr. Amit Aggarwal

Research & Compiled by:

Akansha Choudhary M/FMS/08/03
Bhavik Gandhi M/FMS/08/10
Sunil Kerketta M/FMS/08/31

FMS Department
National Institute of Fashion Technology - Mumbai
Introduction

“Consumers are evolving entities. Their

aspirations & expectations are continuously
changing. Today’s shoppers are more
intelligent, discerning & tuned to their
individual preference. They are increasingly
fashion and brand conscious and select
labels which define who they are or who
they want to be. The biggest challenge for
all the brands is to create loyal consumer
who love them.” – Shopper’s Stop Ltd’s
About Brand & Branding
Brand according to (American Marketing
Association) is ‘ A name, term, sign, symbol, or
design, or combination of them, intended to identify
the goods and services of one seller or group sellers
and to differentiate them from those of competitors’

Branding thus is a means to distinguish one product

from another and these differences may be
functional, rational, or tangible – related to product
performance of the brand.

Brand equity is added value endowed to products

and services.

Brand knowledge consists of all the thoughts,

feelings, images, experiences, beliefs, and so on that
become associated with the brand. In particular,
brands must create, strong, favorable, and unique
brand associations with customers.
Brand Equity Model
Brand Resonance
The brand resonance model also views brand building
as an ascending, sequential series from bottom to top.
Brand Equity Model
“Building a strong brand requires careful planning and a
great deal of long term investment. At the heart of great
brand is a great product or service backed by creatively
designed and executed marketing” – Kotler & Keller

“Fashion begins and ends with the customers” –

Stephen Frings
Marketing Communication applied to
fashion Products
Brand Image in Market
Communication process
Store Image in Market Communication
Process
Consumer Confidence – AC Nielsen
Report 2008

Consumer confidence worldwide has fallen to lowest level

Consumer Confidence – AC Nielsen
Report 2008

World’s avid savers are from Asia & one in every

three consumer (32%) chooses to buy new clothes
from saved money.
Consumer Confidence – AC Nielsen
Report 2008

79% of consumers in India are confident about positive change

in the economic situation.
Consumer Market : KPMG report 2005

Increase in middle class (consumer group) played key role

for the growth of consumer market in India
The Global Retail Apparel Index 2008 –
ATKearney Report
Rank Country Absolute Growth Consumer Score
market size prospects affluence

1 Brazil 45 33 42 48
2 China 74 22 36 47
3 India 57 37 31 47
4 Turkey 29 37 59 46
5 Chile 22 47 44 46
6 Romania 21 54 34 45
7 Argentina 21 44 39 41

8 Thailand 22 25 57 40
9 Russia 52 22 39 39
10 UAE 31 42 28 38

Apparel is India’s second largest retail category (behind food &

grocery), representing 7 - 10% of retail market.
Projected to reach $ 37 billion for 2008, apparel will be among the
highest growth categories, with a CAGR of between 12 to 15%.
Consumer Buying Pattern – E&Y Report
2006

Clothing (7%) is the second largest segment in terms of

retail sales.
McKinsey Report ‘07 – Consumer Brand Preference

In India, the youths have rated 4.3 out of 6 for the trustworthiness
of National Brands & regarding the quality of foreign and local brand
they are indifferent as per survey.
McKinsey Report ‘07 – Consumer Brand Preference

The survey indicates average spending on clothing of 6 months

for India is Rs. 3045 in 2007. Indians do shopping during special
occasions like marriage, festivals etc and with family and friends.
McKinsey Report ‘07 – Consumer Brand Preference

Comparing Indian consumer preference with that of Brazil,

Russia & China. Indians prefer to buy branded clothes for special
occasions, then all purpose use (Undergarments, Socks) and
home wear.
Primary Data Analysis

• Number of Samples – 116

• Male – 65 Female – 51
• Employed – 82 Unemployed – 34

• Places where survey conducted – Mumbai & Navi Mumbai

Primary Data Analysis
Distribution of population as per occupation, gender and age
using SPSS
Primary Data Analysis

How often people go for shopping……..

Primary Data Analysis
Primary Data Analysis

Average Spending during shopping………..

Primary Data Analysis

Relation between Average Spending and Frequency of Shopping

using SPSS
Primary Data Analysis
Primary Data Analysis

SPSS Population Pyramid Graph

Primary Data Analysis

Celebrity endorsement includes – promotion of brands by actors,

models, sport star, designer etc, promotion in movies, songs
using celebrity.
Primary Data Analysis

Relative Preference of consumer while selecting garment and

accessories
Primary Data Analysis
Primary Data Analysis
Primary Data Analysis
Primary Data Analysis
Conclusion

• In India the branding in the garments and accessories is in the

growth phase.

•Consumers have started identifying and preferring branded

products over unbranded products & local and international
brands due to growth in retail sector.

• Another observation is that Indian consumer is quality and

price conscious rather than brand conscious which means there
are very few brand loyal customers.

•Thus proper category management and catchment can improve

branding and brand loyalty in India.
Reference
• Consumer Confidence concerns, Spending and attitude to recession,
a global Nielsen report – June 2008. (www.nielsen.com)

• Conumer Markets in India –the next big thing? – KPMG report –

September 2005. (www.kpmg.com)

• Emerging opportunities for Global Retailers – The 2008 AT Kearney

Global Retail Development Index (www.atkearney.com)

• The Great Indian Retail Story – Ernst & Young Report – 2006 (
www.ey.com/india)

• The Mckinsey Quaterly – How half the world shops: Apparel in Brazil,
China, and India. 2007 (www.mckinsey.com)
• Marketing management – Kevin lane Keller & Phillip Kotler, 12th
Edition, Chapter 9 Page No 273

• Marketing management – Kevin lane Keller & Phillip Kotler, 12th

Edition, Chapter 9 Page No 274 onwards

• Strategic brand management – Richard Elliot & Larry Percy, Indian

Edition, Chapter 6 Auditing and Measuring Brand equity, Page no. 110
Reference

• Fashion – From consumer to concept – Stephen Frings, 6th

Edition chapter2 page no.31

• Paper - Branding of Fashion product : a communication process,

a marketing approach, by Graca Guedes, Universidade Do Minho
(Portugal), Paula da Costa Soares, Instituto Politecnico do Porto –
ESIEG (Portugal).

• Annual report of Shopper’s Stop Ltd is available on

www.shoppersstop.com & page 17

• The global branding report – 2007 by Stacy Backer, chapter 1 –

Introduction