Executive summary

As expected that India is going to be one of the great giants in the

world of business. With the help of the industries like IT, ITES,
AUTOMOBLIES, BIO-TECH INDUSTRIES, STEEL INDUSTRIES, apart of
all industries some of the industries like textile and garments are grow from
bottom to sky which puts it hand in more than 30% exports of India and
increases the GDP of the country.

The study was taken for the title “A study on Brand Preference &
Acceptability of Branded Ready-made Formal Men’s wear” it was conducted
to study about the preferences and the acceptability and their influencing
factors for their purchase.

In this study a survey method was adopted. Fieldwork was carried out
to collect the necessary data. Questionnaires were used for collection of data.
The information thus gathered constituted primary data and secondary data.

By doing this research we can know various major players in industry

like, Raymond’s India Ltd etc. knowing about their products and their brands.

The well known brands like in India are Louis Philippe, Van Heusen,
Arrow, Allen Solly, Park Avenue, black berry, and Color Plus
 Theoretical background
Brand is a source of relationships with customers, promises to
costumers and customer loyalty. Great brands present emotional benefits and
not just rational/functional. Branding is a process of creating an association
between symbol/object/emotion perception and a product/company with a goal
of diving loyalty and creating differentiation. Branding is raising new
questions for the brand mangers like what benefits and expectations customers
look across a brand, how consistent in the brand image, etc.

Brand is a major issue in products strategy. On one hand developing a branded

product requires a great deal of long-term investment, especially for
advertising, promotion and packaging. Many brand-oriented companies
subcontract manufacturing to other companies. On other hand manufacturers
eventually learn market power lies with building their own brands.

What is brand?
Perhaps the most distinctive skill of professional marketers is their ability to
create, maintain, protect, and enhance brands. Marketers say, “Branding is the
art and cornerstone if marketing.” The American Marketing Association
defines a brand as follows:

A Brand is a name, term, sign, symbol, or design, or a combination of them,

intended to identify the goods or services of one seller or group of sellers and
the differentiate them from those of competitors.

In essence, a brand identifies the seller or marker. It can be name, trademark,

logo, or other symbol. Under trademark law, the seller is granted exclusive
rights to the use of the brand name in perpetuity. Brands differ from other
assets such as patents and copyrights, which have expiration dates.
A brand is essentially a seller’s promise to deliver a specific set of features,
benefits, and services consistently to the buyers. The best brands convey a
warranty of quality. But a brand is an even more complex symbol. It can
convey up to six levels of meaning:
 Attributes: a brand brings to mind certain attributes. Mercedes suggest
expensive, well-built, well-engineered, durable, high-prestige
automobiles
 Benefits: attributes must be translated into functional and emotional
benefits. The attribute “durable” could translate into the functional
benefit “I won’t have to buy another car for several years.” The
attribute “expensive” translates into the emotional benefit “the car
makes me feel important and admired”
 Values: the brand also says something about the producer’s values.
Mercedes stand for high performance, safety, and prestige.
 Culture: the brand may represent a certain culture. The Mercedes
represents German culture: organized, efficient, high quality.
 Personality: the brand can project a certain personality. Mercedes may
suggest a no-nonsense boss (person), a reigning lion (animal), or an
austere palace (object)
 User: the brand suggests the kind if consumer who buys of users the
product. We would expect to see a 55-year-old top executive behind
the wheel of Mercedes, not a 20-year- old secretary.

If a company treats a brand only a name, it misses the point. The branding
challenge is to develop a deep set of positive associations of the brand.
Marketers must decide at which level(s) to anchor the brand’s identify. One
mistake would be to promote only attributes. First, the buyer is not as
interested in attributes as in benefits. Second, competitors can easily copy
attributes. Third, the current attributes may become less desirable later.

Promoting the brand only on one benefit can also be risky. Suppose Mercedes
touts its main benefit as “high performance”. Then several competitive brands
emerge with high performance as compared to other benefits. Mercedes needs
the freedom to maneuver into a new benefit positioning.

Brand Equity:

Brands vary in the amount of power and value they have in the market place.
At one extreme are brands that are not known by most buyers. Then there are
brands for which buyers have a fairly high degree of brand awareness.
Beyond this are brands with a high degree of brand acceptability. Then there
are brands that enjoy a high degree of brand loyalty. Tony O’ Reilly, former
CEO of H.J. Heinz, proposed this test of brand loyalty: “My acid test…. Is
whether a housewife, intending to buy Heinz tomato ketchup in a store,
finding it to be out of stock, will walk out o f the store to buy it elsewhere.
Few customers are as brand-loyal as O’Reilly hopes Heinz’s customers will
be. Aaker distinguished five levels of customer’s attitude toward his or her
brand, from lowest to highest:
1. Customer will change brands, especially for price reasons. No brand
loyalty.
2. Customer is satisfied. No reason to change the brand.
3. Customer is satisfied and would incur costs by changing brand
4. Customer is devoted to the brand
Brand equity is highly related to how many Customers are in classes3, 4 or 5

Brand Strategy

Brand strategy involves drawing an action plan for creating, building and
nurturing brands. Brand strategy includes decisions relating to line extension,
brand extension, multi branding, developing new brands and brand
rationalization.
 Product category
Existing New

Line Brand
Existing
extension extension
Brand
name
New
New Multi brands
brands

Brand Extension: Extending a brand to another product, either in the same or

a different product category. As the cost of establishing a new brand is high,
brand extension is a useful tool for the cost effective launch of a new product.
Familiarity with an existing brand also helps both customers and marketers.
Customers extend the qualities associated with the existing brand to the new
brand. Market acceptance of the new product becomes faster. Maggi has been
extended from noodles to product lines in related categories like Maggi
ketchup, Maggi soup, etc.

Line Extension: Line extension is extending the existing brand names to new
forms, sizes and flavors of an existing product category. For example, Colgate
has extended its brand name in the toothpaste category from Colgate to
Colgate gel, Colgate herbal, Colgate sensitive, Colgate cibaca top, Colgate
calciguard and Colgate total.

Multi Brands: It involves introduction of additional brands in the same

product category. For example, Hindustan Lever Limited uses multi branding
strategy to market its products. In shampoos, the products offered include
Clinic Plus, Clinic All Clear, Lux, Ayush, and Sunsilk and so on.

New Brands: It involves creation of new brand names especially when

entering a new product category. For example, Coca Cola entered the mineral
water bottle segment with a new band name Kinely and the coffee segment
with Georgia.
BRAND AWARENESS

Whether it is a serial in a regional satellite channel or a One Day International

cricket match, there is a non-stop stream of advertisements, which clutter the
commercial break. Well-established brands attempt to sustain brand recall
while new ones try appealing to prospective consumers to get into their
`consideration’ set. There are ads for children, housewives and youth. With
advertising expenditure in the order of Rs. 8000 Crores per annum in the
recent times and the proliferation of brands across categories, there is a strong
need to consider the effectiveness of these advertisements. The idea is not to
cease advertising but to consider how considering decisions would have to be
considered with non-advertising alternatives. These non-advertising
alternatives may also enable a brand to create and sustain consistent
associations, which may be desirable in terms of long-term implications. A
contemporary approach that creates a synergy between various aspects of a
promotional mix (advertising included) provides a refreshing approach
towards marketing communications. There may be several objectives of
advertising and a promotional mix could be used in an innovative manner to
address each of these objectives depending on the product category and target
segment.
Creating brand awareness

When a new brand enters a category or creates a “new to the market”

offering, it needs to create brand awareness. This would depend on whether
the product is a consumable or a durable. The involvement level in a specific
category also matters on how a brand would want to create awareness. Itch
Guard, a new branded offering for minor skin problems, used a simple
humorous TV commercial to convey the concept. While the unit cost of the
product may be low, the involvement level of the consumer on the solution
offered by the brand could be associated with high involvement. A brand in
this situation is likely to also benefit from point of purchase material at
pharmacy outlets, departmental stores and even kirana (grocery) type of shops.
The “high-utility” solution has to be conveyed to the target segment, which
probably was using traditional substitutes. In this example, a typical brand
personality need not be built at least before the benefit is sold to the consumer
and hence all promotional efforts should be directed at conveying the benefit
and creating a brand association with the category itself (as it is a pioneering
brand in the category). This objective would be achieved by advertising,
“reminder purchase” posters at the point of sale and perhaps conveying the
superiority of the offering through the route of doctors (though it is an OTC
offering).
Kissan Bistix in contrast is a unique offering, which is aimed at children who
have to initially make a change in their habits regarding the consumption of
this offering (should be eaten with a biscuit stick after it is dipped in
chocolate/any other side dish flavour which is a part of the package).
Moreover the price of the offering is Rs. 5 and this would be associated with
low involvement. Moreover, there is strong presence of generic competition
and children could buy a number of alternatives and some of them may have
price points below the Rs. 5 level. Mass advertising perhaps could create trials
but it may be difficult to sustain the purchase only through advertising.
Innovative contests built around popular hobbies may enable the brand not
only to create excitement but also sustain the interest over a longer period of
time. This may create repurchase and probably a cross-section of the segment
may make the consumption a part of their snacking habit. Acceptance of an
offering like this requires a longer time interval and an innovative approach
towards promotion rather than typical sales promotion or mass advertising or
display at the counter of retail outlets. Besides, given the price point and the
offering there is also a need to be selective in market coverage for the offering.
Creating awareness in a durable category (even if the consumers are familiar
with the category) requires a different approach. A strong “feature-back up” in
the offering, leading to a possible word-of-mouth from users of the brand, will
be effective after the initial advertising awareness created by the brand. LG,
Samsung, Santro and Whirlpool are brands that have been successful but less
than a decade old in the Indian context. LG introduced several “new to
market” features in its various product categories; Samsung which created
brand awareness through its “World Series” ads, also introduced innovative
features in its products and Santro’s success (in terms of its market share) can
be attributed to product design, advertising and launching of variants after
brand acceptance. New brands depend on innovative features to create
awareness and this happens both by advertising and positive word-of-mouth.
Promotional aspects like an event involving the brand formulated to strengthen
the word-of-mouth could add to the promotional effect. This approach could
be compared with the advertising blitzkreig of several new brands of cars.
Skoda, almost an unknown name in India, has been able to meet with
considerable success (in its niche) because of word-of-mouth for its Octavia
model than through conventional advertising. The brand has also been
selective in its market launch and this adds to the “expectation excitement” for
prospective consumers in other markets to enhance the impact of word-of-
mouth.

Brand Knowledge

Brand knowledge refers to brand awareness (whether and when

consumers know the brand) and brand image (what associations consumers
have with the brand). The different dimensions of brand knowledge can be
classified in a pyramid (adapted from Keller 2001), in which each lower-level
element provides the foundations of the higher-level element. In other words,
brand attachment stems from rational and emotional brand evaluations, which
derive from functional and emotional brand associations, which require brand
awareness. Brand knowledge measures are sometimes called “customer mind-
set” measures because they capture how the brand is perceived in the
customer’s mind.

The Brand Knowledge Pyramid

Brand awareness measures the accessibility of the brand in memory.

Brand awareness can be measured through brand recall or brand recognition.
Brand recall reflects the ability of consumers to retrieve the brand from
memory when given the product category, the needs fulfilled by the category,
or some other type of probe as a cue.

Brand Recognition

Brand recognition reflects the ability of consumers to confirm prior

exposure to the brand (i.e., recognize that it is an “old” brand that they have
seen before and not a “new” brand that they are seeing for the first time). In a
recognition task, consumers see a stimulus (e.g., an ad for the brand, a brand
name) and must say whether they have seen it before (e.g., last night on
television, in magazine X, etc.).
 It is important to make the task as realistic as possible by allowing only
a short amount of time to answer the recognition question and by using
realistic stimuli and context. If you want to use recognition as a measure of the
performance of different marketing decisions (say, different logos or ads), you
should expose one group to one version of the target stimulus and another
group to the other version of the target stimulus. However, to make the task
more realistic, both groups should also be exposed to other stimuli (e.g.,
competitors' brands). In a second step, people see the “old” stimuli again,
along with completely new ones, and are asked to decide if each stimulus is
“old” or “new” (i.e., if they have seen them before or not).

To correct for people’s tendency to guess (to say that they recognize when in
fact they are uncertain), you can compute a recognition score called d prime,
as follows: d' = HR – FA, where HR is the hit rate (the percentage of
respondents who correctly recognize the target stimulus) and FA is the false
alarm rate (the percentage of respondents who incorrectly “recognize” a “new”
stimulus, i.e., a stimulus not shown before).

The following questions could be asked:

• Here is a list of brand (ads, logos). Do you remember having seen this brand
(ad, logo) before (yesterday/last month)? 3

• Complete the following words: NI_E; L_R_L_; B_A_A

Brand Image

Brand image is defined as consumer perceptions of a brand and is measured as

the brand associations held in consumers’ memory. To measure brand image,
you can either use and adapt an existing list of brand associations (e.g., Young
& Rubicam’s Brand Asset Valuator or Aaker’s brand personality list) or start
®

from scratch by eliciting brand associations and then measuring the strength of
these associations.

The outcome of this exercise is usually a short list of the positive and negative
associations consumers have with the brand, ranked by strength. For
comparison purposes, it is useful to report the average strength of each
 association with the brand and the strength of the association with competing
brands, and to do this for each target segment (e.g., brand users and users of
competing brands).

Design of study
Statement of problem

 A study on Brand Preference and Acceptability of Branded Readymade

Formal Men’s wear.

Objective:
Primary:

 To know the brand awareness towards the branded ready made formal wear
for men

 To know the brand preferences towards the branded ready made formal wear
for men

 To study the influencing factors for the purchase of the banded garments

Secondary

 To study the various manufacturers who manufacture branded men’s

garments

 To study the various retail brands in men’s garments

 To study the overall industry of the branded garments

Scope of the study

This study is mainly aimed at identifying the various brands in men’s garments
and its awareness and acceptance level which in turn can help this industry to
design suitable marketing strategies.
 Research methodology
Type of research:

Research design is the conceptual structure within which research is

conducted. It constitutes the blue print for the collection, measurement, and
analysis of data.

The type of research adopted for the project is Descriptive Research. In this
study a survey method was adopted. Fieldwork was carried out to collect the
necessary data. Questionnaires were used for collection of data. The
information thus gathered constituted primary data and secondary data.

Sources of data

Primary data

Those are the data that are obtained by a study specially designed to
fulfill the data needs of the problem. Interviewing the respondents at
the malls with help of a structured questionnaire is followed to collect
the primary data.

Secondary data:

Data, which are not originally collected but for this purpose, rather
obtained from published or unpublished sources, are known as
secondary data. In this research secondary data was collected through
sources like company research compiled in statistical statements,
magazines, company printed internal records and promotional
materials, textbooks & Internet.

Sample selection:
 In the study Non-probability random sampling – Convenient Sampling
Method used to collect the data, where the entire Bangalore city becomes the
population.

Sample size:

Sample size is 100.

Research instrument

The questionnaire was used which had various questions, apart questionnaire
observation of the respondents is done.

LIMITATIONS OF THE STUDY

 As the sample size is small compared to the total population the

outcome cannot be generalized.
 The Qualitative responses are affected by the mental framework of
the respondent at the time of the interview and hence only are
approximate.
 The study was done for a short period of time, which might not
hold true over a long period of time.
 INDUSTRY STUDY
The Indian consumer is dressing up like never before. And helping him look
good are the hugely successful small brands. Quick to adapt to current trends
and the latest in fashion and completely in sync with customers' wants, these
highly versatile brands have given a bold new shape to the ready-to-wear
apparel industry

The Indian apparel market has been growing at 4-5 per cent over the past few
years in quantitative terms. Most of the growth has come from the branded
segment, which has been growing at 10-15% annually till 1998 and at a faster
pace later on. Value growth has been even better.

However, growth in the past year has been satisfactory considering the marked
slowdown in demand in India and abroad accentuated by the unfortunate
events of September 11, 2001 in the U.S. followed by the December 13 attack
on the Indian Parliament and more recently the disturbances in Gujarat. All
these have affected the general business sentiment across the country.

The growth in the branded wear category can also be attributed to the fast
paced changes in the retail scenario. The evolution of retail channels in India
is being driven by the evolving preferences of the consumer whose awareness
level of fashion trends, disposable income and consumerism are all high. A
significant positive shift is taking place in Indian consumer’s buying behavior
and expectations that no longer follow traditional retail practices. This can be
attributed to the following factors:

 Change in lifestyle
 Entry of leading international brands
 Greater awareness and exposure to international media
 Foreign travel
The Indian consumer to day wants different new merchandise at shorter
intervals complemented by a great shopping ambience, service with speed and
above all convenience of shopping ambience, service with speed and above all
convenience of shopping. Above all there is an increasing urge to create a
positive image of oneself given the overall environment of professionalism
and competition. Serious marketers have identified this trait and worked to
increase the variety and quality of products offered, along with meaningful
lifestyle led advertising.

New retail formats that are more consumers’ friendly and offer a significantly
enhanced ambience and overall shopping experience have also contributed
greatly. Today the retail structure in India, as it moves from disparate and
unorganized sectors to a more concentrated system, has many players getting
inspired and drawn to the retails magnet.

It has been estimated that India has approximately 30,000 readymade garment
manufacturing units and around three million people are working in the
industry. Today not only is the garment export business growing, enthusiasm
in the minds of the foreign buyers is also at a high. Today many leading
fashion labels are being associated with Indian products. India is increasingly
being looked upon as a major supplier of high quality fashion apparels and
Indian apparels have come to be appreciated in major markets internationally.
The credit for this goes to our exporter community.

Consistent efforts towards extensive market coverage, improving technical

capabilities and putting together an attractive and wide merchandise line have
paid rich dividends. But till today, our clothing industry is dominated by sub-
contractors and consists mainly of small units of 50 to 60 machines. India's
supply base is medium quality, relatively high fashion, but small volume
business.
SOME FACTS ABOUT READY-TO-WEAR INDUSTRY IN INDIA

 Market size is estimated has been projected at Rs 43,100 crore. The share
of apparel for men comprises 46 per cent that of women’s wear is pegged
at 37 per cent and that of kids wear is pegged at 17 per cent.
 Branded sector share is currently about 25% of market; expected to be
about 45-50% share by 2010
 Market is expected to grow at about 10-15%p.a. While branded formal
wear will grow at about 10-11%, Branded semi-formal/casual will grow at
about 20-22%.

GROWTH DRIVERS

 Emergence of large scale organized retailing

 Change in consumer aspirations / lifestyles
 Launches in the Mid value / Economy Segments

BUSINESS OPPORTUNITIES

 Rapid shift on going from tailor-made to ready-made garments in shirts

and trousers.
 Current readymade usage is 20% in shirts and less than 5% in trousers
 Per capital clothing usage increasing in casual wear
 Urban women's wear will shift to western style clothing over the next 10-
15 years.

FUTURE PLANS OR THE READY MADE INDUSTRY

 Capitalizing on current brand strengths through relevant expansion of

product portfolio
 Accelerating conversion from tailor made to ready to wear in trousers
 Proactively grow the business through initiatives serving one/more of the
following objectives
 Accelerating conversion - at category level
 Addressing relevant lifestyles / grooming aspirations
 Entering markets with high potential to generate "Critical Mass" namely
women's wear and active wear.
 ARVIND MILLS

The Arvind Mills was set up with the pioneering effort of the Lalbhai brothers
in 1931. With the best of technology and business acumen, Arvind has become
a true Indian multinational, having chosen to invest strategically, where
demand has been high and quality required has been superlative. Today, The
Arvind Mills Limited is the flagship company of Rs.20 billion (US$ 500
million) Lalbahi Group.

Arvind Mills has set the pace for changing global customer demands for
textiles and has focused its attention on select core products. Such a focus has
enabled the company to play a dominant role in the global textile arena. With
its presence across the textile value chain, the company endeavors to be a one-
Stop shop for leading garment brands.

Forevision and Technology has brought Arvind to be one of the top three
producers of Denim in the world, and on its way becoming the Global Textile
Conglomerate. Arvind is already making its presence felt in Shirting’s, Knits
and Khakhis fabrics apart from being all set to create ripples in the ready to
wear Garments world over.

About their brands

Arvind Brands, a group company, manages various brands owned by

Arvind. These include Flying Machine, Newport and Ruf & Tuf in Jeans and
Excalibur in Shirts. This company services entire Domestic market in India
apart from exports in the neighboring countries.

Apart from these owned brands, the company has licenses from reputed
International brands like Arrow, Lee, Wrangler and Tommy Hilfiger for the
Indian market. The management out of their office at Bangalore, India
manages the entire retailing (including manufacturing, branding, logistics,
marketing and sales).
 RAYMOND’S INDIA LTD

Incorporated in 1925, the Raymond Group is a Rs. 1400 crore plus

conglomerate having businesses in Textiles, Readymade Garments,
Engineering Files & Tools, Prophylactics and Toiletries.

The group is the leader in textiles, apparel, & files & tools in India and enjoys
a pronounced position in the international market. Raymond believes in
Excellence, Quality and Leadership.

THE GROUP OF THE COMPANIES UNDER RAYMOND’S

Raymond Ltd.
Raymond Limited is India’s leading producer of worsted suiting fabric with a
60% market share.

Raymond Apparel Ltd. has three highly regarded menswear brands in its
folio: Park Avenue, Parx & Manzoni.

J.K. Ansell Ltd. is the manufacturer and marketer of KamaSutra brand of

premium condoms.

J.K. Helene Curtis Ltd. is the marketers of the Park Avenue and Premium
brands of men’s toiletries.

Color Plus Fashions Pvt. Ltd.

Established in 1994 Color Plus is one of the leading domestic brands for
premium casual wear in the country.

Their brands
Raymond
The largest and most respected textile brand in India for 'The Complete Man'
addressing the innate need of men to look good and at the same time possess
strength of character.

Park Avenue

Formal readymade garments & accessories for men it has recently bagged the
"Most Admired Brand" and "Most Admired Trouser Brand" awards.
Parx
The semi formal and casual range of cottons, blends and denim wear catering
to the smart, fashionable and comfortable clothing segment.

Manzoni
The luxury range of men’s shirts and ties acknowledged for its high quality
and international styling.

Be:
An exclusive prêt-a-porter line of ready-to-wear designer clothing for women
and men in western, ethnic and fusion styles.

KamaSutra
The premium condom brand with the unique 'for the pleasure of making love'
positioning in textured & flavored variants.
Premium
The range of cosmetics & toiletries including after shaves, shampoos, cologne,
shaving cream, soaps, deodorants, room fresheners, etc.
Color Plus
Premium casual wear brand in high quality natural fabrics like cotton and
linen, in superior mixed and performance oriented weaves.

Data Analysis & Interpretation

Age: -
< 20 [ ] 20 – 30 [ ] 30 – 40 [ ]
 40 > [ ]

Respondent’s classification based on Age

Table - 1
No of
AGE Respondents Percentage
< 20 10 10%
20 - 30 64 64%
30 - 40 18 18%
40 > 8 8%

Source: - Primary Data

Graph - 1

AGE
RESPONDENTS

70
NUMBER OF

60
50
40
30
20
10
0
< 20 20 - 30 30 - 40 40 >
AGE GROUPS

Inferences: -
The majority of the respondents were in the age group of 20 – 30

Profession:-
A) Student [ ] B) Salaried [ ] C) Professional [ ] D) Business class [ ]

E) Others please specify___________

 Table - 2

Respondents Classified According To The

Profession
No of Percentage
Profession Respondents
Student 26 26%
Salaried 24 24%
Professional 21 21%
Source: -
Business class 39 39%
Primary Data

Graph - 2

PROFESSION

student
slararied
professional
business class

Inferences: - The respondents taken as sample are mostly the of the

professional background some are from the salaried and students and very few
from the business class

Monthly Family Income: - < 10,000 [ ] 10,000 – 20,000 [ ] 20,000 –

30,000 [ ] Above 30,000 [ ]

Table - 3
 Respondents Classified According To The Income
No of Percentage
Monthly income Respondents
< 10,000 16 16%
10,000 - 20,000 43 43%
20,000 - 30,000 22 22%
30,000 > 19 19%

Source: - Primary Data

Graph - 3

MONTHLY INCOME

< 10,000
10,000 - 20,000
20,000 - 30,000
30,000 >

Inferences: - The respondents are mostly from the 10,000 – 20,000 income
group. It comes 48% of the sample.

Educational qualification:-
Graduate [ ] post-graduate [ ] M.Phil \ PhD \ Post Doctorate [ ]
 Table - 4
Respondents classification according to their
qualification
Educational No of Percentage
qualification Respondents
Graduate 34 34%
Respondents Classified According
post - graduate 28
To The28%
others Martial Status38 38%
Marital status No of Percentage
Respondents
Source: -
58% Primary Data
married 58
42%
un-married 42
Graph - 4

EDUCATIONAL
QUALIFICATION

graduate
post - graduate
others

Inferences: - Many respondents are post – graduates and next are graduates
and few are M.Phil \ PhD \ Post Doctorate. When it seen in percentage it
comes to 48%

Martial status:- Married [ ] un-married [ ]

Table - 5
 Source: - Primary
Data

Graph - 5

MARITAL STATUS

married
un-married

Inferences: - 64% of the sample is married and 36% are un- married

1) How often do you purchase your clothing?

=> Once in 3 months => once in 6 months
=> Once in a year => occasionally

Table - 6
Frequency of purchase
Frequency of No of Percentage
purchase respondents
 Once in 3 months 38 38%
Once in 6 months 22 22%
Once in year 16 16%

Occasionally 24 24%
Source: - Primary Data

Graph – 6

FREQUENCY OF PURCHASING

once in 3 months
once in 6 months
once in year
occassianlly

Inferences: - 38 respondents like to purchase “once in 3 months”, 24

respondents like to purchase “occasionally”, 22 respondents like to purchase
“once in 6 months” and 12 of them like to purchase “once in year”

Table -7

Comparison of age and frequency of purchase

AGE
< 20 20 – 30 30 - 40 40 >
Once in 3 months 4 34
Once in 6 months 6 14 2
Once in year 4 8 4
Occasionally 20 4
Source: - primary data

Graph - 7

COMPRASION OF AGE & FRQUENCY OF

PURCHASE
40 34

30 once in 3 months
20 once in 6 months
20 14
once in year
8
10 4 6 4 4 4 occassianlly
2
0
< 20 20 - 30 30 - 40 40 >

Inferences: - the comparison between age & frequency of purchase of the

respondents get the result of 34 respondents between the age 20 – 30 like of
purchase the branded clothing “once in 3 months” the same age group like to
purchase occasionally

2) Please identify your level of preference towards branded ready made

garments

Very high[ ] High [ ]

Moderate [ ] low [ ] very low [ ]

Table - 8

Level of preference
No Of
Level of preference Respondents Percentage
Very high 16 16%
High 14 14%
Moderate 44 44%
Low 16 16%
Very low 10 10%
 Source: - primary data

Graph - 8

LEVEL OF PREFERENCE

very high
high
modrate
low
very low

Inferences: - 44 of the respondents have the preference level of moderate only

16 of them have given very high preference and it is same with low preference
people

3) Reasons for having very low preference towards branded formal wear
(You can choose more than one reason)

A) Perfect fit not available

B) Priced high
C) Quality not up to the mark
D) Lesser choice of the design & colour
E) Restricted availability when compared to cloth availability

Table - 9
Reasons for having very low preference towards branded formal
wear
Reason Frequency Percentage
Perfect Fit Not Available 8 31%
Priced High 26 100%
Quality Not Up To The Mark 6 23%
Lesser Choice Of The Design & Colour 12 46%
Restricted Availability When Compared To Cloth 4 15%
 Availability
Source: - primary data
Note: 1.Some of the respondents have opted for more than one
option
2. Sample size is 26 [who has low preference towards
branded garments
Do you prefer branded formal wear
Do you prefer
branded formal wear No of respondents
yes 84
No 16

Graph - 9
PERCENTAGE OF RESPONDENTS

REASONS FOR HAVING THE LOW PREFERNCE

30 26
25
20
15 12
10
8 6 4
5
0
perfect fit not priced high quality not up lesser choice restricted
avilable to the mark of the desigh avilability
& colour when
compared to
cloth
availability
VARIOUS REASONS

Inferences: - most of the respondents had a problem that the branded formal
wears are priced high. And few felt that lesser choice of the design and colour,
4) Do you prefer branded formal men wear?

Yes [ ] No [ ]

Table - 10
 Source: - primary data

Graph - 10

Do you prefer the branded garments

16

yes
no

84

Inferences: - with the above question we can say that majority of the
respondents prefer the branded garments (84 of them) and some do not prefer
the branded garments.

5) The brand’s that you are aware of.

Table – 11

Various Tick Brand Awareness Level Of Respondents

brands Various Brands No Of Respondents
Louis Philippe Louis Philippe 84
Van Heusen Van Heusen 84
Allen Solly 84
Allen Solly
Peter England 84
Peter England Excalibur 84
Excalibur Arrow 84
Arrow Indigo Nation 84
Indigo Nation Scullers 84
ColorPlus 84
Scullers
Parx 84
Color Plus Park Avenue 84
Parx
Park Avenue
 Source: - primary data

Graph - 11

Brand Awareness Of The Respondents

Park Avenue 84
84
ColorPlus 84
various brands

84
Indigo Nation 84
84
Graph - 11
Excalibur 84
84
Allen Solly 84
84
Louis Philippe 84

0 20 40 60 80 100
NO OF RESPONDENTS

Inferences: - All the 84 respondents said that they were aware of all the
brands that are given them as the option.

6) Who influences you in your buying decisions of branded formal men

wear
a) Wife [ ] b) other family members [ ]

c) Friends [ ] d) colleagues [ ]
e) Others please specify__________ f) none [ ]

Table - 12
Source: - primary data

Graph - 12

25 22
20 18
15 13
10
Who Influences To Buy Branded Formal Men Wear 9
10
wife 10
5 family members
Other 18
friends
0 22
Colleagues 13
None
wife other friends colleages none 9
family
members

Inferences: - 22 of the respondents said that their friends influence them in

choosing the brand, and 18 of them said that their other family members and
13 of them said that their colleagues influence them.

Table – 13

Comparison of occupation with influencing factors

Business
Student Salaried Professional class
Wife 4 3 3
Other family
members 4 7 5 2
Friends 11 5 4 2
Colleagues 13
 None 8 1
Source: - primary data

Graph - 13
compraison of influencing factors with occupation

15 13
11 student
10
NO OF RESPONDENTS

salaried
8
7
professional
5 5
business class
5 4
3 3
4 4
2 2
1

0
w ife other family friends colleagues none
members
Influencing factors

Inferences: - comparison between the occupation & influencing factors show

that the salaried people get influenced with colleges and less with others,
students get influenced, even some students get influenced with none of them.

7) Please identify the source(s) from which you normally collect\get the
information regarding the branded men wear
T.V [ ] NEWS paper [ ]
Magazines [ ] Internet [ ]
Friends [ ]
 Table - 14

No of
Various Sources Respondents Percentage
T.V 8 10%
Newspaper 13 16%
Magazines 28 33%
Internet 3 3%
Friends 32 38%

Note: 1.Some of the respondents have opted for more than one option
2. Sample size is 84
Graph - 14
Collection of Information Before Purchase
Regarding The Branded men formal wear

35 32
30 28
No of Respondents

25
20
15 13
10 8
5 3
0
T.V newspaper magazines internet friends
Various Sources

Inferences: - 32 respondents collect the information from their friends who

become the influencing factor for the purchase of the branded formal wear.
Where as 28 of the respondents collect the information through magazines,
which influence less, compared to friends
8) Nature of the out let that you prefer for purchasing the branded men
wear

Exclusive showrooms [ ]

Factory outlets [ ]

Other Retail out lets [ ]

Table –15
 Source: - primary data

Nature of the out let purchasing Graph - 15

Exclusive showroom
Nature Of the 30outlet For The Purchase
Factory retail outlets 39

Other retail outlet 15

Exclusive showroom

Factory Retail
Outlets
Other Retail Outlet

Inferences: - 39 of the respondents like to purchase for the factory retail

outlet. Where 30 of them like to purchase the branded to purchase from the
Exclusive Showroom. And very few that is 15 of them like to purchase from
other retail outlet

9) Rank the following factors which influence you to choose the branded
men wear (Rank them between 1 to 8)
Table – 16
Particulars Rank Ranking The Factors Which Influence The
Price Most
Quality Particulars Rank Frequency X
Weight
Design Price 342
Comfort level Quality 314
Fabric Design 438
Range
Comfort level 602
Fabric 334
Brand Name Range 380
Value for money Brand Name 350
Value for money 264
 Source: - primary data

Graph – 16
WEIGHTED RESPONSE OF THE INFLUENCE TO PURCHASE THE BRAND

700
602
WEIGHTED REMARKS

600

500 438
380
400 342 334 350
314
300 264

200

100 3
0
Price Quality Design Com fort Fabric Range Brand Value for
level Nam e m oney

VARIOUS PARAMETERS

NOTE: - The response of the respondent has been weighted for their ranks
and the sum is calculated the weights being 1 rank – 8 points, 2 nd rank – 7
points and so on 8th rank – 1 point
Inferences: - as the above given not the weights given by the respondents
show that the respondents give more importance to the comfort level and some
for the design and all other parameters get clashed with each other when it
comes to influencing the respondents for the purchasing the branded men
formal wear.
10) Are you aware of retailer brands (in-house) ready made formal shirts in
India

Yes [ ] No [ ]

Table - 17

Awareness Of The Retail Brands

No of Percentage
Retailer brands Respondents

Yes 64 64%

No 20 20%

Source: - primary data

 Graph - 17
AWEARNESS LEVEL OF THE RETAILER BRANDS

20

yes
no

64

Inferences: - 64 of the respondents said they know the few retail brand and
the most popular retail brands like “STOP, STORI, BARE, etc.” only 20
respondents said they do not have the awareness of the retailer brands.

11) Are you aware of the manufacturer of the brand’s that you
prefer\buy
Yes [ ] No [ ]

Table - 18

Awareness Level of the Respondents

towards Manufacturers of the Branded
Garments
Manufacture No of
r of the brands Respondents
Yes 26

No 58

.
 Source: - primary data

Graph - 18

Awareness Of The Manufacture Of Their Brands

yes
no

Inferences: - very few respondents where aware of the manufacturer

of their branded formal readymade wear. The most popular
manufacturer mentioned by the respondents was “RAYMOND’S,
MUAHARA GARMENTS”. And few got confused with shopper stop
as the manufacturer. Same with the case of the west side and lifestyle.

Calculation of CHI-Square Test:-

10,000 – 20,000 -
< 10,000 20,000 30,000 30,000 > Total
Very
High 0 0 12 4 16
High 0 0 4 10 14
Moderate 4 28 4 8 44
Low 2 12 0 2 16
Very low 0 8 2 0 10
6 48 22 24 100
Source: - primary data
Ho =There is no relation between the income level of the individual and their
Preferences level towards the branded garments

H1 = There is relation between the income level of the individual and their
Preferences level towards the branded garments

O E O-E (O - E)2 (O - E)2 / E

0 0.96 -0.96 0.9216 0.96
0 7.68 -7.68 58.9824 7.68
12 3.52 8.48 71.9104 20.429091
4 3.84 0.16 0.0256 0.0066667
0 0.84 -0.84 0.7056 0.84
0 6.72 -6.72 45.1584 6.72
4 3.08 0.92 0.8464 0.2748052
10 3.36 6.64 44.0896 13.121905
4 2.64 1.36 1.8496 0.7006061
28 21.12 6.88 47.3344 2.2412121
4 9.68 -5.68 32.2624 3.3328926
8 10.56 -2.56 6.5536 0.6206061
2 0.96 1.04 1.0816 1.1266667
12 7.68 4.32 18.6624 2.43
0 3.52 -3.52 12.3904 3.52
2 3.84 -1.84 3.3856 0.8816667
0 0.6 -0.6 0.36 0.6
8 4.8 3.2 10.24 2.1333333
2 2.2 -0.2 0.04 0.0181818
0 2.4 -2.4 5.76 2.4
X 2 =
70.037633

Degrees of freedom = (Rows -1) X (columns - 1)

= (4 – 1) X (5 – 1)
= 3 X 4 = 12

Level of significance = 0.05

Table value = 21.03

Test Results = Reject Null Hypothesis

Conclusion: - There is significant relationship between the income level and

Branded Garments
 Findings

 The age group 20 – 30 prefer for the branded ready-made

garments.
 Professional are focused on the branded ready made garments
 Respondents having income between 10,000 – 20,000 prefer
branded garments
 Education is role, which helps to identity their preferring with the
research we can tell that post-graduates prefer the branded
garments.
 With the help of the research we can see that more than 50% of the
sample like to purchase the branded garments frequently i.e. within
6 months i.e. 38 respondents like to purchase once in 3 months. 22
respondents like purchase once in 6 months.
 Comparing age group with frequency of purchase shows the result
that the age group between 20 – 30 like to purchase more often
(once in 3 months)
 44 respondents have the moderate preference towards the branded
ready-made garments.
 Only few respondents have the low preference towards branded
garments (10% of the sample)
 Comparison of the monthly income and level of preference shows
that, out of 44 respondents who choose moderate preference, 28 are
of 10,000 – 20,000 income groups.
 Reasons for having low preference shows that, 26 respondents said
that they are highly priced, 2 said Lesser Choice Of The Design &
Colours
 The research showed 84 respondents like branded garments and
other 16 were not interested about he branded garments
 The awareness level of the various brands of branded formal men
wear showed that all are aware of the brands mentioned
 The most influencing factor to the respondents was their friend i.e.
22 respondents said as friends, 18 respondents said that other
family members influence them.
 Between occupation of the respondents and the influencing factors
shows that more students are influenced by their friends, whereas
salaried by their colleagues
 Before going for purchase most of respondents collect the
information of the brand through friends and magazines.
 Most of the respondents like to go to factory outlets and exclusive
showrooms.
 The factors influencing them to choose the brand was asked as the
question most of them said the comforts level is more important
than anything else.
 64 respondents are awareness of retail brands the most favorite
brands are (stori, stop, bare).
 Only few i.e. 26 are aware of the manufacture of their brands. The
most know manufacturer (Mudhra garments, Raymond’s India
ltd.).

SUGGESTIONS
 With the help of the research we have seen that the age group of 20
– 30 are more preferred towards the branded garments so the
companies should treat them as the major target customers for their
market
 The companies should see that the awareness should be made why
because only professional’s and salaried people are more aware of
the branded garments
 As majority of the respondents who prefer branded garments are in
income group of 10, 000 – 20,000 the companies should
concentrate the customer with lower and higher income also
 Companies should give good offers and promotional activity and
see that the people who are purchasing who are purchasing once in
6 months can start purchasing more frequently
 Comparison with age and the frequency of purchase should that
only age group 20 – 30 purchase once in 3 months the companies
has an opportunity to increase their market share.
 As lot of respondents says that the branded garments are highly
priced and some feel that they are Lesser Choice of the Design &
Colours. The companies can reduce the prices of the formal wear
and see that there are more colours for choice and more design
varieties
 The companies must see that they give more and more information
of their products to the customers.
 As above said that the respondents are more preferred by the
comfort level of the garments. The companies should see they
concentrate on the comfort level more
 As most of the respondents like to purchase the branded garments
for the factory outlets and the exclusive showrooms the companies
should see that they open more and more of factory outlets and
exclusive showrooms in the major cities.
 The retail manufacturers should see that the awareness level should
increases towards the retail brands
 The manufactures of the branded garments should see the
awareness is bought to wards he manufacturer of the branded
garments men formal wear
 Conclusion

The research above taken place studies the various aspects of the customers
before they purchase and after the purchase, what makes them to purchase and
who influences them to purchase the particular brand and what is the level
awareness of they people towards the branded ready-made garments and what
are they various reasons that makes the people not to purchase the branded
garments.

The findings and suggestions might help the branded garments companies.
Which the companies can take over the problem of the people not purchasing
the branded garments and study they influencing factors which influence the
customer purchase the particular brand and know what the preferences of the
customer and they can capitalize on them to increase the market share.
 Bibliography
Most of the updated and competitive information were gathered by
visiting the websites of the different airlines. The various sites are:
www.arvindmills.com
www.mudharagarments.com
www.raymondsindia.com
www.fashion2fabric.com
www.image&fashion.com
www.google.com
www.myiris.com
www.indiainfo.com