CHAPTER – 1

OBJECTIVES –

1. To study the effect of discounted apparel brands on local retailers

This is the main objective of the research i.e. to find the effect of the entry of
new players offering discounted apparel brands on the local and small players.

2. To analyse the potential of discounted apparel brands in small

cities –

Our objective was also to find out the potential present in these brands that
whether these discounted brands can achieve their desired sales level or not,
whether the public of small cities would accept them or reject them.

3. To analyse the sales level & profits of discounted apparel brands

in long-term –

To analyse the sales level of these brands and comparison of their sales level
with that of the competitors and also to find out their approximate profits.

1
4. To study the customer preferences about these brands –

To study the preferences of consumers regarding these brands i.e. whether

they prefer the local brands or these discounted brands.

5. To find out the proper strategies for local retailers –

To find out the proper strategies for the local retailers when these brands
come so that they could maintain their sales level in this cut-throat
competiton.

6. To compare the sales level of discounted brands and local

retailers –

We were also interested in comparing the sales level of these brands with
that of the local retailers and also the effect of these brands on their sales
level & also the sales growth of both the traders.

7. To study the customer satisfaction level with these brands –

This should be objective of every researcher to find out the customer

satisfaction level with both the branded and local retailers. For this we have
used then personal opinion of the salesmen of these stores.

2
8. To find out the truth with the help of the employees working in
these branded outlets –

We also tried to find out the truth behind these brands, their strategies,
owner’s perception about his brand as well as about the perception of the
customer that how a customer perceives the brand.

3
 CHAPTER – 2
METHODOLOGY –

A.EXPLORATORY RESEARCH
Exploratory research is a type of research conducted because a problem has
not been clearly defined. Exploratory research helps determine the best research
design, data collection method and selection of subjects. Given its fundamental
nature, exploratory research often concludes that a perceived problem does not
actually exist.

Exploratory research often relies on secondary research such as reviewing

available literature and/or data, or qualitative approaches such as informal
discussions with consumers, employees, management or competitors, and more
formal approaches through in-depth interviews, focus groups, projective methods,
case studies or pilot studies. The Internet allows for research methods that are more
interactive in nature: E.g., RSS feeds efficiently supply researchers with up-to-date
information; major search engine search results may be sent by email to
researchers by services such as Google Alerts; comprehensive search results are
tracked over lengthy periods of time by services such as Google Trends; and Web
sites may be created to attract worldwide feedback on any subject.

4
The results of exploratory research are not usually useful for decision-making by
themselves, but they can provide significant insight into a given situation.
Although the results of qualitative research can give some indication as to the
"why", "how" and "when" something occurs, it cannot tell us "how often" or "how
many."

Exploratory research is not typically generalizable to the population at large.

1. LITERATURE SURVEYS –
Literature survey is the documentation of a comprehensive review of the published
and unpublished work from secondary sources data in the areas of specific interest
to the researcher. The library is a rich storage base for secondary data and
researchers used to spend several weeks and sometimes months going through
books, journals, newspapers, magazines, conference proceedings, doctoral
dissertations, master’s theses, government publications and financial reports to find
information on their research topic. With computerized databases now readily
available and accessible the literature search is much speedier and easier and can
be done without entering the portals of a library building.

The researcher could start the literature survey even as the information from the
unstructured and structured interviews is being gathered. Reviewing the literature
on the topic area at this time helps the researcher to focus further interviews more
meaningfully on certain aspects found to be important is the published studies even
if these had not surfaced during the earlier questioning. So the literature survey is
important for gathering the secondary data for the research which might be proved

5
very helpful in the research. The literature survey can be conducted for several
reasons. The literature review can be in any area of the business.

B.DESCRIPTIVE RESEARCH
Descriptive research is used to obtain information concerning the current status of
the phenomena to describe "what exists" with respect to variables or conditions in
a situation. The methods involved range from the survey which describes the status
quo, the correlation study which investigates the relationship between variables, to
developmental studies which seek to determine changes over time.

Statement of the problem

Identification of information needed to solve the problem
Selection or development of instruments for gathering the information
Identification of target population and determination of sampling procedure
Design of procedure for information collection
Collection of information
Analysis of information
Generalizations and/or predictions

Sole Purpose:
To describe a behavior or type of subject
not to look for any specific relationships, nor to correlate 2 or more variables
Disadvantages :
Since setting is completely natural, with all variables present, cannot identify cause

6
Advantages :
• Can acquire a lot of information through description
• useful for identifying variables & hypothetical constructs > which can be
further investigated through other means (kind of like exploratory surgery, or
the USS Enterprise on an away mission)
• descriptions can be used as an indirect test of a theory or model
• some behaviors/situations cannot be studied any other way

CHAPTER – 3
7
General categories of descriptive designs:
surveys & observational studies –

1) Field Surveys :
Subjects complete a questionnaire or interview in a natural setting
Attention must be given to construct & content validity,reliable scoring, clear
questions with precise, mutually exclusive answers,controlled consistent behavior
of the interviewer
concrete behaviors that naive subjects can accurately describe
counterbalance order of questions (to identify & control response biases)
representative sample (use large N)
surveys may be mailed or conducted over the telephone

In primary data collection, you collect the data yourself using methods such as
interviews and questionnaires. The key point here is that the data you collect is
unique to you and your research and, until you publish, no one else has access to it.

There are many methods of collecting primary data and the main methods include:

• questionnaires

• interviews

• focus group interviews

8
 • observation

• case-studies

• diaries

• critical incidents

• portfolios.

The primary data, which is generated by the above methods, may be qualitative in
nature (usually in the form of words) or quantitative (usually in the form of
numbers or where you can make counts of words used). We briefly outline these
methods but you should also read around the various methods. A list of suggested
research methodology texts is given in your Module Study Guide but many texts on
social or educational research may also be useful and you can find them in your
library.

• Questionnaires

Questionnaires are a popular means of collecting data, but are difficult to design
and often require many rewrites before an acceptable questionnaire is produced.

Advantages:

• Can be used as a method in its own right or as a basis for interviewing or a

telephone survey.

9
 • Can be posted, e-mailed or faxed.

• Can cover a large number of people or organisations.

• Wide geographic coverage.

• Relatively cheap.

• No prior arrangements are needed.

• Avoids embarrassment on the part of the respondent.

• Respondent can consider responses.

• Possible anonymity of respondent.

• No interviewer bias.

Disadvantages:

• Design problems.

• Questions have to be relatively simple.

• Historically low response rate (although inducements may help).

• Time delay whilst waiting for responses to be returned.

• Require a return deadline.

• Several reminders may be required.

• Assumes no literacy problems.

• No control over who completes it.

10
 • Not possible to give assistance if required.

• Problems with incomplete questionnaires.

• Replies not spontaneous and independent of each other.

• Respondent can read all questions beforehand and then decide whether to
complete or not. For example, perhaps because it is too long, too complex,
uninteresting, or too personal.

A semantic differential scale attempts to see how strongly an attitude is held by

the respondent. With these scales double-ended terms are given to the respondents
who are asked to indicate where their attitude lies on the scale between the terms.
The response can be indicated by putting a cross in a particular position or circling
a number:

Work is: (circle the appropriate number)

Difficult 1 2 3 4 5 6 7 Easy
Useless 1 2 3 4 5 6 7 Useful
Interesting 1 2 3 4 5 6 7 Boring

For summary and analysis purposes, a ‘score’ of 1 to 7 may be allocated to the

seven points of the scale, thus quantifying the various degrees of opinion
expressed. This procedure has some disadvantages. It is implicitly assumed that
two people with the same strength of feeling will mark the same point on the scale.
This almost certainly will not be the case. When faced with a semantic differential
scale, some people will never, as a matter of principle, use the two end indicators
of 1 and 7. Effectively, therefore, they are using a five-point scale. Also scoring the
scale 1 to 7 assumes that they represent equidistant points on the continuous

11
spectrum of opinion. This again is probably not true. Nevertheless, within its
limitations, the semantic differential can provide a useful way of measuring and
summarising subjective opinions.

Other types of questions to determine peoples’ opinions or attitudes are:

Which one/two words best describes...?

Which of the following statements best describes...?

How much do you agree with the following statement...?

• Interviews

Interviewing is a technique that is primarily used to gain an understanding of the

underlying reasons and motivations for people’s attitudes, preferences or
behaviour. Interviews can be undertaken on a personal one-to-one basis or in a

12
group. They can be conducted at work, at home, in the street or in a shopping
centre, or some other agreed location.

Personal interview

Advantages:

• Serious approach by respondent resulting in accurate information.

• Good response rate.

• Completed and immediate.

• Possible in-depth questions.

• Interviewer in control and can give help if there is a problem.

• Can investigate motives and feelings.

• Can use recording equipment.

• Characteristics of respondent assessed – tone of voice, facial expression,

hesitation, etc.

• Can use props.

• If one interviewer used, uniformity of approach.

• Used to pilot other methods.

Disadvantages:

13
 • Need to set up interviews.

• Time consuming.

• Geographic limitations.

• Can be expensive.

• Normally need a set of questions.

• Respondent bias – tendency to please or impress, create false personal

image, or end interview quickly.

• Embarrassment possible if personal questions.

• Transcription and analysis can present problems – subjectivity.

• If many interviewers, training required.

Types of interview

Structured:

• Based on a carefully worded interview schedule.

14
 • Frequently require short answers with the answers being ticked off.

• Useful when there are a lot of questions which are not particularly
contentious or thought provoking.

• Respondent may become irritated by having to give over-simplified answers.

Semi-structured

The interview is focused by asking certain questions but with scope for the
respondent to express him or herself at length.

Unstructured

This also called an in-depth interview. The interviewer begins by asking a general
question. The interviewer then encourages the respondent to talk freely. The
interviewer uses an unstructured format, the subsequent direction of the interview
being determined by the respondent’s initial reply. The interviewer then probes for
elaboration – ‘Why do you say that?’ or, ‘That’s interesting, tell me more’ or,
‘Would you like to add anything else?’ being typical probes.

The following section is a step-by-step guide to conducting an interview. You

should remember that all situations are different and therefore you may need
refinements to the approach.

15
Planning an interview:

• List the areas in which you require information.

• Decide on type of interview.

• Transform areas into actual questions.

• Try them out on a friend or relative.

• Make an appointment with respondent(s) – discussing details of why and

how long.

• Try and fix a venue and time when you will not be disturbed.

Conducting an interview:

Personally – arrive on time be smart smile

employ good manners find a
balance between friendliness
and objectivity.
At the start – introduce yourself re-confirm
the purpose assure
confidentiality – if relevant
specify what will happen to the
data.
The – speak slowly in a soft, yet
questions audible tone of voice control
your body language know the
questions and topic ask all the

16
 questions.
Responses – recorded as you go on
questionnaire written verbatim,
but slow and time-consuming
summarised by you taped –
agree beforehand – have
alternative method if not
acceptable consider effect on
respondent’s answers proper
equipment in good working
order sufficient tapes and
batteries minimum of
background noise.
At the end – ask if the respondent would
like to give further details
about anything or any
questions about the research
thank them.

• Observation

Observation involves recording the behavioural patterns of people, objects and

events in a systematic manner. Observational methods may be:

• structured or unstructured

17
 • disguised or undisguised

• natural or contrived

• personal

• mechanical

• non-participant

• participant, with the participant taking a number of different roles.

Structured or unstructured

In structured observation, the researcher specifies in detail what is to be observed

and how the measurements are to be recorded. It is appropriate when the problem
is clearly defined and the information needed is specified.

In unstructured observation, the researcher monitors all aspects of the

phenomenon that seem relevant. It is appropriate when the problem has yet to be
formulated precisely and flexibility is needed in observation to identify key
components of the problem and to develop hypotheses. The potential for bias is
high. Observation findings should be treated as hypotheses to be tested rather than
as conclusive findings.

Disguised or undisguised

18
In disguised observation, respondents are unaware they are being observed and
thus behave naturally. Disguise is achieved, for example, by hiding, or using
hidden equipment or people disguised as shoppers.

In undisguised observation, respondents are aware they are being observed. There
is a danger of the Hawthorne effect – people behave differently when being
observed.

Natural or contrived

Natural observation involves observing behaviour as it takes place in the

environment, for example, eating hamburgers in a fast food outlet.

In contrived observation, the respondents’ behaviour is observed in an artificial

environment, for example, a food tasting session.

Personal

In personal observation, a researcher observes actual behaviour as it occurs. The

observer may or may not normally attempt to control or manipulate the
phenomenon being observed. The observer merely records what takes place.

Mechanical

Mechanical devices (video, closed circuit television) record what is being

observed. These devices may or may not require the respondent’s direct
participation. They are used for continuously recording on-going behaviour.

19
Non-participant

The observer does not normally question or communicate with the people being
observed. He or she does not participate.

Participant

In participant observation, the researcher becomes, or is, part of the group that is
being investigated. Participant observation has its roots in ethnographic studies
(study of man and races) where researchers would live in tribal villages, attempting
to understand the customs and practices of that culture. It has a very extensive
literature, particularly in sociology (development, nature and laws of human
society) and anthropology (physiological and psychological study of man).
Organisations can be viewed as ‘tribes’ with their own customs and practices.

The role of the participant observer is not simple. There are different ways of
classifying the role:

• Researcher as employee.

• Researcher as an explicit role.

• Interrupted involvement.

• Observation alone.

1-Researcher as employee

20
The researcher works within the organisation alongside other employees,
effectively as one of them. The role of the researcher may or may not be explicit
and this will have implications for the extent to which he or she will be able to
move around and gather information and perspectives from other sources. This role
is appropriate when the researcher needs to become totally immersed and
experience the work or situation at first hand.

There are a number of dilemmas. Do you tell management and the unions?
Friendships may compromise the research. What are the ethics of the process? Can
anonymity be maintained? Skill and competence to undertake the work may be
required. The research may be over a long period of time.

2. Researcher as an explicit role

The researcher is present every day over a period of time, but entry is negotiated in
advance with management and preferably with employees as well. The individual
is quite clearly in the role of a researcher who can move around, observe, interview
and participate in the work as appropriate. This type of role is the most favoured,
as it provides many of the insights that the complete observer would gain, whilst
offering much greater flexibility without the ethical problems that deception
entails.

Interrupted involvement

The researcher is present sporadically over a period of time, for example, moving
in and out of the organisation to deal with other work or to conduct interviews

21
with, or observations of, different people across a number of different
organisations. It rarely involves much participation in the work.

Observation alone

The observer role is often disliked by employees since it appears to be

‘eavesdropping’. The inevitable detachment prevents the degree of trust and
friendship forming between the researcher and respondent, which is an important
component in other methods.

Choice of roles

The role adopted depends on the following:

• Purpose of the research: Does the research require continued longitudinal

involvement (long period of time), or will in-depth interviews, for example,
conducted over time give the type of insights required?

• Cost of the research: To what extent can the researcher afford to be

committed for extended periods of time? Are there additional costs such as
training?

• The extent to which access can be gained: Gaining access where the role of
the researcher is either explicit or covert can be difficult, and may take time.

• The extent to which the researcher would be comfortable in the role: If the
researcher intends to keep his identity concealed, will he or she also feel able

22
 to develop the type of trusting relationships that are important? What are the
ethical issues?

• The amount of time the researcher has at his disposal: Some methods
involve a considerable amount of time. If time is a problem alternate
approaches will have to be sought.

CHAPTER – 4 ( Sampling Methods –)

Collecting data is time consuming and expensive, even for relatively small
amounts of data. It is incumbent on the researcher to clearly define the target

23
population. There are no strict rules to follow, and the researcher must rely on logic
and judgment. The population is defined in keeping with the objectives of the
study.

Sometimes, the entire population will be sufficiently small, and the researcher can
include the entire population in the study. This type of research is called a census
study because data is gathered on every member of the population.

Usually, the population is too large for the researcher to attempt to survey all of its
members. A small, but carefully chosen sample can be used to represent the
population. The sample reflects the characteristics of the population from which it
is drawn.

Sampling methods are classified as either probability or nonprobability. In

probability samples, each member of the population has a known non-zero
probability of being selected. Probability methods include random sampling,
systematic sampling, and stratified sampling. In nonprobability sampling, members
are selected from the population in some nonrandom manner. These include
convenience sampling, judgment sampling, quota sampling, and snowball
sampling. The advantage of probability sampling is that sampling error can be
calculated. Sampling error is the degree to which a sample might differ from the
population. When inferring to the population, results are reported plus or minus the
sampling error. In nonprobability sampling, the degree to which the sample differs
from the population remains unknown.

24
JUDGEMENT SAMPLE –

A form of non-probability or purposive sample in which the researcher

selects potential RESPONDENTS on the basis that they conform with some basic
criterion specified as relevant to the POPULATION to be sampled, e.g. age,
ownership of an article, activity etc., judgement samples are selected on the basis
of what some expert thinks particular sampling units or elements will contribute to
answering the particular research question or problem in hand. For example, in test
marketing, a judgement is made as to which cities would constitute the best ones
for testing the marketability of a new product. In judgement sampling the degree
and direction of the SAMPLING ERROR are unknown and definitive statements
are not meaningful.

Judgement sampling involves the choice of subjects who are most advantageously
placed or in the best position to provide the information required. For instance, if a
researcher wants to find out what it takes for women managers to make it to the
top, the only people who can give first hand information re the women? Who have
risen to the positions of presidents, vice presidents and important top-level
executives in work organizations?

They could reasonably be expected to have expert knowledge by virtue of having

gone through the experience and processes themselves and might perhaps be able
to provide good data or information to the researcher. Thus the judgement

25
sampling design is used when a limited number or category of people have the
information that is sought. In such cases any type of probability sampling across a
cross-section of the entire population is purposeless and not useful.

CHAPTER – 5
BIAS AND ERROR IN SAMPLING –
26
What can make a sample unrepresentative of its population? One of the most
frequent causes is sampling error.

1. Sampling error –

comprises the differences between the sample and the population that are due
solely to the particular units that happen to have been selected.

For example, suppose that a sample of 100 american women are measured and are
all found to be taller than six feet. It is very clear even without any statistical prove
that this would be a highly unrepresentative sample leading to invalid conclusions.
This is a very unlikely occurance because naturally such rare cases are widely
distributed among the population. But it can occur. Luckily, this is a very obvious
error and can be etected very easily.

There are two basic causes for sampling error.

1. One is chance: That is the error that occurs just because of bad luck.
2. The second cause of sampling is sampling bias. Sampling bias is a tendency
to favour the selection of units that have paticular characteristics.

Sampling bias is usually the result of a poor sampling plan.

2. Non sampling error (measurement error)

A non sampling error is an error that results solely from the manner in which the
observations are made. The simplest example of non sampling error is inaccurate
measurements due to malfuntioning instruments or poor procedures.

27
 1. The interwiers effect

No two interviewers are alike and the same person may provide different answers
to different interviewers. The manner in which a question is formulated can also
result in inaccurate responses. Individuals tend to provide false answers to
particular questions.

2. The respondent effect

Respondents might also give incorrect answers to impress the interviewer. This
type of error is the most difficult to prevent because it results from out right deceit
on the part of the respondee.

3. Knowing the study purpose

Knowing why a study is being conducted may create incorrect responses. A classic
example is the question: What is your income? If a government agency is asking, a
different figure may be provided than the respondent would give on an application
for a home mortgage. One way to guard against such bias is to camouflage the
study`s goals; Another remedy is to make the questions very specific, allowing no
room for personal interpretation. For example, "Where are you employed?" could
be followed by "What is your salary?" and "Do you have any extra jobs?" A
sequence of such questions may produce more accurate information.

28
 4. Induced bias

Finally, it should be noted that the personal prejudices of either the designer of the
study or the data collector may tend to induce bias. In designing a questionnaire,
questions may be slanted in such a way that a particular response will be obtained
even though it is inacurrate.

CHAPTER – 6
(COMPANYPROFILE)

29
1. COTTON COUNTY –

Cotton County India - Mens Cargo Shirts, Sweatshirts, Office Shirts, Formal &
Fashion Shirts, Mens T-shirts India

Inspired by the freshness of nature, Cotton County’s India shirt collection is an

exotic retreat that makes it all the more exclusive and exquisite. Targeted at the
young, trendy and hip-hop crowd as well as the upwardly mobile youth, this T-
shirts India collection exhibits an exciting combination of colors, designs and
styles in stripes, prints, plains and denim lending a very sophisticated and funky
look to the entire range.

Cargo shirts have been introduced for the first time in the arena of “India shirts” .
Targeted at generation next, the collection of cargo shirts are back in full blast,
creating a overall impression of style, while contrast stitching marks the
collection’s gutsy edge, by creating lots of play even in the more basic looks. The
collection gives a fashion-conscious man the freedom to choose his own
adventures while giving him the wardrobe that compliments his dynamic lifestyle.

At Cotton County we offer you a wide variety of Cool t-shirts, Custom sweatshirts,
Custom t-shirts, Designer T-Shirts, cardigans, pullovers, jackets etc.

T-shirts are amazing. You name a color and you can get Cotton County t-shirts
right plain collar t-shirts that are available in 35 exciting colors and combinations
to round neck T-shirts. The shirts collection comes in a range of carefully selected
colors, styles and first-class fabrics. Wrinkle free cotton lets you and your shirt

30
look immaculate all day long. After a few minutes on your body, the shirt mixes
business with pleasure.

Now you can buy t-shirts & shirts from our Wholesale Mens t-shirts, Wholesale
Shirts, Wholesale t-shirts collection of men’s wear that mainly consists of Mens
Fashion Shirts, Man Fashion Shirts, Mens Formal Shirts, Mens Office Shirts, Mens
Shirts, Mens T-shirts.

The Nahar Industrial Enterprises franchise-

a proud part of the Nahar Group –

The Nahar Industrial Enterprises franchise is a part of the Nahar Group which was
established in 1949. The Group has gained recognition as a reputed Industrial
conglomerate with a wide ranging portfolio from spinning, knitting, fabrics and
hosiery garments to sugar. The garment making franchise is a part one of the four
operations of the Nahar Group.

The Nahar group comprises of Nahar Industrial Enterprises Ltd., Oswal Woollen

31
Mills Ltd., Nahar Spinning Mills Ltd. and Nahar Exports Ltd. The group has
spinning capacity of 0.4 million spindles with turnover of $450 million inclusive of
export turnover of $115 million. The production facilities have been awarded ISO
9002/IS 14002 Certification and Okotex Certification.

The Nahar group has markets that are crisscrossed all over the globe. It operates on
the objective of meeting the buyer’s expectations with consistent quality backed by
research and development divisions equipped with the latest equipment, cream of
highly qualified technocrats who adhere to timely schedules.

The products manufactured by the Nahar Group are yarns, woven fabrics,
knitwears and garments. The group also manufactures sugar and other products.
The group is an approved fabric vendor for global brands such as The Gap, Tommy
Hilfiger, Marks & Specer and domestic brands such as Color plus, Allen Solly and
Louis Phillips.

Currently, Nahar Industrial Enterprises has 159,408 spindles and 6320 rotors to
produce different counts of yarn. It’s weaving capacity with 426 looms, modern
processing plant with capacity of 1, 15,000 metres per day. It has a modern dyeing
house with a capacity to dye 6 tonnes yarn per day and has a garment facility for
manufacturing 20, 00,000 pieces per annum.

Today, Nahar Industrial Enterprises has 150 retail outlets that sell readymade
garments under the” Cotton County” Brand and a 2500 TCDs Sugar Mill.

32
The year was 1949; while our beginnings were small, the vision was big. The
burning desire to evolve, grow & one day position ourself as a responsible &
reputed corporate entity playing out its role in improving the peoples quality of life
through our products & service remained a driving force. It is our relentless spirit
of enterprise, boundless enthusiasm, grit & determination to live the dream that
enabled us to add a new dimension to our philosophy- where commitment leads,
achievement follows.

A retail venture of Nahar Industrial Enterprises Limited, Cotton County is

manufactured in the state-of-the-art in-house manufacturing facility. The company
has complete in-house hi-tech knitting, dyeing, mercerizing, finishing, compacting,
embroidery and manufacturing facilities that ensure total quality control at all
levels of manufacturing. The in-house design studio is also well equipped with
expert professionals and latest software.

Nahar Industrial Enterprises has floated a wholly owned subsidiary Nahar Retail
Ltd. for its foray into retailing.

The parent company is already involved in spinning, weaving, processing and

garmenting and supplies to some of the biggest brands in the world like Marks
and Spencer, GAP, Tommy Hilfiger and Armani.

ABOUT THE COLLECTION –

33
Inspired by the freshness of nature, Cotton County’s collection is an exotic retreat
that makes it all the more exclusive and exquisite. Targeted at the young, trendy
and hip-hop crowd as well as the upwardly mobile youth, this collection exhibits
an exciting combination of colors, designs and styles in stripes, prints, plains and
denim lending a very sophisticated and funky look to the entire range.

Cargo shirts have been introduced for the first time. Targeted at generation next,
the collection of cargo shirts are back in full blast, creating a overall impression of
style, while contrast stitching marks the collection’s gutsy edge, by creating lots of
play even in the more basic looks. The collection gives a fashion-conscious man
the freedom to choose his own adventures while giving him the wardrobe that
compliments his dynamic lifestyle.

T-shirts are amazing. You name a color and you can get Cotton County t-shirts
right plain collar t-shirts that are available in 35 exciting colors and combinations
to round neck T-shirts. The shirts collection comes in a range of carefully selected
colors, styles and first-class fabrics. Wrinkle free cotton lets you and your shirt
look immaculate all day long. After a few minutes on your body, the shirt mixes
business with pleasure.

MARKET POSITION –

• Gaining a brand recognition as a result of the expansion mode that the company
is in with the foray in Tier II and Tier III cities.

34
• Benefit of First Mover Advantage

• A truly Mass Volume Brand

• Also known for selling a lot more than many popular brands

• Catches the eye of the customer with attractive offers of heavy discounts

• Advanced and in-depth planning and research and also considering the latest
trends and customer demands in mind.

• Highly motivated staff.

MISSION –
We aim to be recognized as the fastest growing retail chain in the Everyday low
Pricing business model. We will offer our customers satisfaction in terms of
quality, variety and price. We will also ensure a consistent return on investment and
growth rate through employee motivation and satisfaction.

WHY COTTON COUNTY –

35
Cotton is noted for its versatility, appearance, performance, and above all its
natural comfort. From all types of apparel, cotton in today’s fast moving world is
still nature’s wonder fiber. It provides thousands of options to experiment with
style and look.

otton is a style statement for the season. With the dynamism in lifestyle, people are
changing, so is the outlook and attitude towards fashion and lifestyle. Youngsters
are always looking for apparels that are high on fashion, but affordable on prices.
With the same ideology, Cotton County always strives to offer the international
clothing concepts at highly affordable prices. Over a period of last three years,
Cotton County has been successful in creating a distinct niche for its brand in the
highly cluttered and competitive readymade garments market in India. Being a
value for money brand, Cotton County’s main focus is to penetrate in Tier- 2 and
Tier-3 cities. The Company has a franchisee route and within one year, it has over
120 exclusive outlets.

QUALITY –

Unlike many other enterprises and business organizations, Quality is not just an
ordinary word with very little or no meaning. For Cotton County, Quality has a
significant importance of its own which can describe the potential of the company
in no time. We believe ‘If the quality is good, there is room for Cotton County to
survive in this corporate world. However, if little attention is paid on Quality, then
survival for Cotton County in this competitive era will be a lot difficult.’

36
Hence, without giving any second thoughts, we have given Quality, our top
priority. Today Quality is something that is evident in all the spheres of the
Company – even the products it sells, the work culture, and the various
departments of the Company. Our Parent Company, Nahar Industrial Enterprises
Limited has been awarded ISO 9002/IS 14002 Certification and Okotex
Certification.

For us, Quality is the ability of our products to be able to satisfy our users. And to
ensure this, the garment goes through various Quality checks in order to ensure
utmost customer satisfaction.

Quality can be mainly seen in 3 different

spheres of the Company –

1.Customers –

• We aim to do everything that satisfies our customer needs and expectations.

• We make only those commitments that we fully understand and we believe we
can meet them.
• Also, meeting our commitments made with customers on time.

37
2.Performance Driven –

• We confirm that all our garments meet the agreed requirements.

• We constantly monitor and improve our business’s garments, services,
organization and employee performance.
• We make sure that we achieve the goals set by us for the future.
• We confirm that our working environment is 100% employee friendly

In short, Our Commitments are towards our customers, business and society.

3. ANF FINALLY SATISFIED EMPLOYEES.

CHARLIE OUTLAW –

CHARLIE OUTLAW is one of the youngest brands in the Indian menswear

market. It was launched on October 06 with the simultaneous opening of 104
stores in one day. The Brand is Youth Centric with Affordable Fashion as its key
Mantra. The product range includes all casual wear items for a young man and
includes shirts, T-shirts, sweaters, sweatshirts, jackets, trousers, jeans, cargos etc.

The Brand has been launched by KOUTONS RETAIL INDIA LTD.

38
 CHAPTER – 7
LOCAL RETAILERS’ PROFILE

1. Khushboo Wears opened in 2005 cater to the needs of middle & upper
middle class with products ranging from the men’s wear to ladies’ wear and
kids’ wear.
2. Fashioner Readymade is the oldest local retailer with enjoying the
maximum customer faith.

39
3. Pindi Silk Store – This is the premium showroom for sarees, ladies suit,
suiting & shirting, men’s wear and kids’ wear also with products like Sherwanis
for higher classes.

4. Palak Silk Store – This store opened in 2002 gave a strong competition
to Pindi Silk Store but failed to maintain the quality.

5. Beauty Centre – This is the second premium store and the first
departmental store in modinagar having its different class of customers.

6. Singhal Garments – This store cater the needs of lower class & lower
middle class with good market share due to the type of customers in Modinagar
and low purchasing power of mostly customers.

CHAPTER – 8
DATA ANALYSIS & INTERPRETATION :

1. Current sales level (Average sale on per day basis) –

BASED ON THE CONVERSATION WITH EMPLOYEES OF THESE
STORES

KOUTONS CHARLIE OUTLAW COTTON COUNTY

RS. 2,500 3,500 1,500
40
 Current Sales Level

4,000 RS., 3,500

Sales in Rs.

3,000 RS., 2,500

2,000 RS., 1,500 RS.

1,000 y

0
KOUTONS CHARLIE COTTON
OUTLAW COUNTY
Company's Name

2. Sales level since inception (approximately) -

• KOUTONS – (FROM AUG-06 TO MARCH-08)

41
MONTHS KOUTONS (Rs.) P.M. MONTHS KOUTONS (Rs.) P.M.
Aug-06 8,000 Aug-07 2,500
Sep-06 8,000 Sep-07 3,000
Oct-06 9,000 Oct-07 3,000
Nov-06 9,500 Nov-07 3,500
Dec-06 12,000 Dec-07 3,500
Jan-07 11,000 Jan-08 3,000
Feb-07 9,000 Feb-08 2,500
Mar-07 8,000 Mar-08 2,500
Apr-07 4,000
May-07 3,000
Jun-07 2,500
Jul-07 2,000

KOUTONS (Rs.) P.M.

14,000
12,000
10,000
8,000 KOUTONS (Rs.)
6,000 P.M.
4,000
2,000
0
Aug-07
Aug-06

Dec-06
Feb-07
Apr-07
Jun-07

Oct-07

Feb-08
Oct-06

Dec-07

CONCLUSION – Koutons’ sale increased in the starting but then a steep

fall in the sales level.
• CHARLIE OUTLAW – (FROM JUL-07 TO MAR-08)

42
MONTHS CHARLIE OUTLAW
(Rs.) P.M.
Jul-07 8,500
Aug-07 10,000
Sep-07 11,000
Oct-07 12,000
Nov-07 12,500
Dec-07 11,500
Jan-08 4,500
Feb-08 3,500
Mar-08 3,500

CHARLIE OUTLAW (Rs.) P.M.

14,000
12,000
10,000
8,000 CHARLIE OUTLAW
6,000 (Rs.) P.M.
4,000
2,000
0
7

8
7

07

Ja 7
Se 7

Fe 8

M 8
D 7
-0

-0
l-0

-0
-0

-0

0
n-
p-

b-
ct

ar
ug

ec
ov
Ju

O
A

CONCLUSION – Charlie Outlaw is also showing the same store

i.e. first sale increase then a steep fall.

• COTTON COUNTY – (FROM JUN-07 TO MAR-08)

43
MONTHS COTTON COUNTY
(Rs.) P.M.
Jun-07 3,000
Jul-07 3,000
Aug-07 3,500
Sep-07 3,500
Oct-07 2,500
Nov-07 2,500
Dec-07 2,500
Jan-08 2,500
Feb-08 2,000
Mar-08 1,500

COTTON COUNTY (Rs.) P.M.

4,000
3,500
3,000
2,500
COTTON COUNTY (Rs.)
2,000
P.M.
1,500
1,000
500
0
N 07

8
O 7
A -07

Ja 07
Se 07

Fe 08
Ju 7

M 8
D 07

-0
0
0

0
-
-

n-
-
p-

-
n-

b-
ct
l

ar
ug

ec
ov
Ju

CONCLUSION – Cotton county’s all showed the same pattern

but with smaal fluctuations due to its consistent but low sales
level.
3. Sales level of Retailers from April 06 to March 07 -

• From APRIL 06 – MARCH 07

44
 Beaut
Khushboo y Singhal
Months Wears Fashioner Pindi Palak Centre Garments
Apr-06 5,000 4,000 5,500 2,000 5,400 2,100
May-06 4,000 3,200 4,500 1,600 4,400 1,700
Jun-06 3,500 2,800 4,000 1,400 3,900 1,500
Jul-06 3,000 2,400 3,500 1,200 3,400 1,300
Aug-06 5,500 4,400 6,000 2,200 5,900 2,300
Sep-06 6,500 5,200 7,000 2,600 6,900 2,700
Oct-06 10,000 8,000 10,500 4,000 8,000 4,100
Nov-06 12,000 9,600 12,500 4,800 10,000 4,900
Dec-06 14,000 11,200 14,500 5,600 12,000 5,700
Jan-07 13,500 10,800 14,000 5,400 11,500 5,500
Feb-07 12,000 9,600 12,500 4,800 10,000 4,900
Mar-07 12,000 9,600 12,500 4,800 10,000 4,900

45
 APRIL 06 - MARCH 07

16000
14000
Khushboo Wears
12000
Fashioner
10000
Sales Level

Pindi
8000
Palak
6000
Beauty Centre
4000
Singhal Garments
2000
0
8

2
80

83

86

89

93

96

99

02

05

08

11

14
38

38

38

38

38

38

38

39

39

39

39

39
Months

CONCLUSION – If we analyse the sales level then we find that

that their sales level remain high during winter season while low
in summers.

4. Sales level of Retailers from April 07 to March 08 -

• From APRIL 07 – MARCH 08

Beaut
Khushboo y Singhal
Months Wears Fashioner Pindi Palak Centre Garments
Apr-07 6,000 4,800 5,300 1,714 5,500 2,314
May-07 5,000 4,000 4,500 1,667 4,700 2,267
Jun-07 4,500 3,600 4,100 1,500 4,300 2,100

46
 Jul-07 3,500 2,800 3,300 1,167 3,500 1,767
Aug-07 6,000 4,800 5,300 2,000 5,500 2,600
Sep-07 7,000 5,600 6,100 2,333 6,300 2,933
10,10
Oct-07 12,000 9,600 0 4,000 10,300 4,600
Nov-07 14,000 11,200 11,700 4,667 11,900 5,267
14,90
Dec-07 18,000 14,400 0 6,000 15,100 6,600
12,90
Jan-08 15,500 12,400 0 5,167 13,100 5,767
Feb-08 14,000 11,200 11,700 4,667 11,900 5,267
10,90
Mar-08 13,000 10,400 0 4,333 11,100 4,933

APRIL 07 - MARCH 08

20,000
18,000
16,000 Khushboo Wears
14,000 Fashioner
Sales Level

12,000 Pindi
10,000
8,000 Palak
6,000 Beauty Centre
4,000 Singhal Garments
2,000
0
Se 7
M 7

Ju 7

No 7

De 7
Ju 7

Au 7

Fe 8
O 7

Ja 7

M 8
8
0
0

0
-0

-0
0
l-0

0
0

0
-0
g-

v-
r-

n-

c-
p-

n-

b-
ct
ay

ar
Ap

Months

CONCLUSION – Same story but here Khushboo Wears takes the

ride with highest sales level due to more customer satisfaction
level and various sales promotional schemes.

47
5. Comparison of Two-Years Sales level of Retailers from April 06-07 to
March 07-08

• KHUSHBOO WEARS (From April 06-07 to March 07-08)

Months Khushboo Wears Months Khushboo Wears
Apr-06 5,000 Apr-07 6,000
May-06 4,000 May-07 5,000
Jun-06 3,500 Jun-07 4,500
Jul-06 3,000 Jul-07 3,500
Aug-06 5,500 Aug-07 6,000
Sep-06 6,500 Sep-07 7,000
Oct-06 10,000 Oct-07 12,000
Nov-06 12,000 Nov-07 14,000
Dec-06 14,000 Dec-07 18,000
Jan-07 13,500 Jan-08 15,500
Feb-07 12,000 Feb-08 14,000
Mar-07 12,000 Mar-08 13,000

Khushboo Wears' sales Comparison

20,000

15,000
Sales Level

10,000

5,000

0
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

2006 2007

48
 CONCLUSION – It can be enumerated from the graph that
Khushboo Wears sales not only increased but also they achieved
more than their targets.

• FASHIONER READY-MADE (From April 06-07 to March 07-

08)

Months Fashioner Months Fashioner

Apr-06 4,000 Apr-07 4,800
May-06 3,200 May-07 4,000
Jun-06 2,800 Jun-07 3,600
Jul-06 2,400 Jul-07 2,800
Aug-06 4,400 Aug-07 4,800
Sep-06 5,200 Sep-07 5,600
Oct-06 8,000 Oct-07 9,600
Nov-06 9,600 Nov-07 11,200
Dec-06 11,200 Dec-07 14,400
Jan-07 10,800 Jan-08 12,400
Feb-07 9,600 Feb-08 11,200
Mar-07 9,600 Mar-08 10,400

49
 FASHIONER'S Sales Comparison

16000
14000
12000
Sales Level

10000
8000
6000
4000
2000
0

ug
pr

n
ct
ay

ec

ar
l

ov

b
hs

Ju

Ja
Ju

Se

Fe
O
A

M
M

D
N
t
on
M

Series1 Series2

CONCLUSION – It can be enumerated from the graph that their

sales level also increased.

• PINDI SILK STORE’S (From April 06-07 to March 07-08)

Months Pindi Months Pindi

Apr-06 5,500 Apr-07 5,300
May-06 4,500 May-07 4,500
Jun-06 4,000 Jun-07 4,100
Jul-06 3,500 Jul-07 3,300
Aug-06 6,000 Aug-07 5,300
Sep-06 7,000 Sep-07 6,100
Oct-06 10,500 Oct-07 10,100
Nov-06 12,500 Nov-07 11,700

50
Dec-06 14,500 Dec-07 14,900
Jan-07 14,000 Jan-08 12,900
Feb-07 12,500 Feb-08 11,700
Mar-07 12,500 Mar-08 10,900

PINDI Silk Store's Sales Comparison

16000
14000
12000
Sales Level

10000
8000
6000
4000
2000
0
ug
pr

n
ct
ay

ec

ar
l

ov

b
hs

Ju

Ja
Ju

Se

Fe
O
A

M
M

D
N
t
on
M

Series1 Series2

CONCLUSION – It can be enumerated from the graph that Pindi

Silk Store did not show the same pattern but its sales level
decreased, may be due to the increased market share of the other
two aforesaid stores.

51
 • PALAK SILK STORE’S (From April 06-07 to March 07-08)

Months Palak Months Palak

Apr-06 2,000 Apr-07 1,714
May-06 1,600 May-07 1,667
Jun-06 1,400 Jun-07 1,500
Jul-06 1,200 Jul-07 1,167
Aug-06 2,200 Aug-07 2,000
Sep-06 2,600 Sep-07 2,333
Oct-06 4,000 Oct-07 4,000
Nov-06 4,800 Nov-07 4,667
Dec-06 5,600 Dec-07 6,000
Jan-07 5,400 Jan-08 5,167
Feb-07 4,800 Feb-08 4,667
Mar-07 4,800 Mar-08 4,333

Palak Silk Store's Sales Comparison

7000
6000
5000
Sales Level

4000
3000
2000
1000
0
ug

n
pr

ct
ay

ec

ar
l

ov

b
hs

Ju

Ja
Ju

Fe
Se

O
A

M
M

D
N
t
on
M

Series1 Series2

CONCLUSION – It can be enumerated from the graph that this

store also suffered but minutely due to their already low sales level.

52
 • BEAUTY CENTRE’S (From April 06-07 to March 07-08)

Months Beauty Centre Months Beauty Centre

Apr-06 5,400 Apr-07 5,500
May-06 4,400 May-07 4,700
Jun-06 3,900 Jun-07 4,300
Jul-06 3,400 Jul-07 3,500
Aug-06 5,900 Aug-07 5,500
Sep-06 6,900 Sep-07 6,300
Oct-06 8,000 Oct-07 10,300
Nov-06 10,000 Nov-07 11,900
Dec-06 12,000 Dec-07 15,100
Jan-07 11,500 Jan-08 13,100
Feb-07 10,000 Feb-08 11,900
Mar-07 10,000 Mar-08 11,100

Beauty Centre's Sales Comparison

16000
14000
12000
Sales Level

10000
8000
6000
4000
2000
0
ug
pr

n
ct
ay

ec

ar
l

ov

b
hs

Ju

Ja
Ju

Se

Fe
O
A

M
M

D
N
t
on
M

Series1 Series2

CONCLUSION – It can be enumerated from the graph that Beauty

Centre was able to increase its sales.

53
 • SINGHAL GARMENTS’ (From April 06-07 to March 07-08)
Singhal Singhal
Months Garments Months Garments
Apr-06 2,100 Apr-07 2,314
May-06 1,700 May-07 2,267
Jun-06 1,500 Jun-07 2,100
Jul-06 1,300 Jul-07 1,767
Aug-06 2,300 Aug-07 2,600
Sep-06 2,700 Sep-07 2,933
Oct-06 4,100 Oct-07 4,600
Nov-06 4,900 Nov-07 5,267
Dec-06 5,700 Dec-07 6,600
Jan-07 5,500 Jan-08 5,767
Feb-07 4,900 Feb-08 5,267
Mar-07 4,900 Mar-08 4,933
Singhal Garments' Sales Comparison

7000
6000
5000
Sales Level

4000
3000
2000
1000
0
ug

n
pr

ct
ay

ec

ar
l

ov

b
hs

Ju

Ja
Ju

Fe
Se

O
A

M
M

D
N
t
on
M

Series1 Series2

CONCLUSION – It can be enumerated from the graph that Singhal

Garments’ sales increased but minutely due to their already good
sales level and no competition with the branded players.

54
(6) EFFECT OF DISCOUNTED APPAREL BRANDS ON
LOCAL RETAILERS ON PER MONTH BASIS –
1. KHUSHBOO WEARS –

CHARLIE COTTON
KOUTONS KOUTONS- OUTLAW- COUNTY-
06 07 07 07 K.W.-06 K.W.-07
Apr 4,000 0 0 6,000
May 3,000 0 0 5,000
Jun 2,500 0 3,000 4,500
Jul 2,000 8,500 3,000 3,500
Aug 8,000 2,500 10,000 3,500 5,500 6,000
Sep 8,000 3,000 11,000 3,500 6,500 7,000
Oct 9,000 3,000 12,000 2,500 10,000 12,000
Nov 9,500 3,500 12,500 2,500 12,000 14,000
Dec 12,000 3,500 11,500 2,500 14,000 18,000
Jan 11,000 3,000 4,500 2,500 13,500 15,500
Feb 9,000 2,500 3,500 2,000 12,000 14,000
Mar 8,000 2,500 3,500 1,500 12,000 13,000

55
 Total Sales Com parison

20,000
18,000
16,000
14,000
Sales Level

12,000
10,000
8,000
6,000
4,000
2,000
0
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

KOUTONS 06 KOUTONS-07 CHARLIE OUTLAW-07 COTTON COUNTY-07 K.W.-06 K.W.-07

CONCLUSION – Now it is clear from the graph that Khushboo

Wears Sale was affected in the starting but reversely affected the
brands sales.

2. Fashioner Readymade –

CHARLIE COTTON
KOUTONS KOUTONS- OUTLAW- COUNTY- Fashioner- Fashioner-
06 07 07 07 06 07
Apr 4,000 0 0 4,000 4,800
May 3,000 0 0 3,200 4,000
Jun 2,500 0 3,000 2,800 3,600
Jul 2,000 8,500 3,000 2,400 2,800
Aug 8,000 2,500 10,000 3,500 4,400 4,800
Sep 8,000 3,000 11,000 3,500 5,200 5,600
Oct 9,000 3,000 12,000 2,500 8,000 9,600
Nov 9,500 3,500 12,500 2,500 9,600 11,200
Dec 12,000 3,500 11,500 2,500 11,200 14,400
Jan 11,000 3,000 56
4,500 2,500 10,800 12,400
Feb 9,000 2,500 3,500 2,000 9,600 11,200
Mar 8,000 2,500 3,500 1,500 9,600 10,400
 Total Sales Com parison

16,000

14,000

12,000

10,000
Sales Level

8,000

6,000

4,000

2,000

0
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

KOUTONS 06 KOUTONS-07 CHARLIE OUTLAW-07 COTTON COUNTY-07 Fashioner-06 Fashioner-07

CONCLUSION – Same story was also repeated here as in the case

of Khushboo Wears.

3. Pindi Silk Store

57
 CHARLIE COTTON
KOUTONS KOUTONS- OUTLAW- COUNTY-
06 07 07 07 Pindi-06 Pindi-07
Apr 4,000 0 0 5,500 5,300
May 3,000 0 0 4,500 4,500
Jun 2,500 0 3,000 4,000 4,100
Jul 2,000 8,500 3,000 3,500 3,300
Aug 8,000 2,500 10,000 3,500 6,000 5,300
Sep 8,000 3,000 11,000 3,500 7,000 6,100
Oct 9,000 3,000 12,000 2,500 10,500 10,100
Nov 9,500 3,500 12,500 2,500 12,500 11,700
Dec 12,000 3,500 11,500 2,500 14,500 14,900
Jan 11,000 3,000 4,500 2,500 14,000 12,900
Feb 9,000 2,500 3,500 2,000 12,500 11,700
Mar 8,000 2,500 3,500 1,500 12,500 10,900

CONCLUSION – Same story was also repeated here as in the case

of Khushboo Wears & Fashioner but it lost its sales to both these
retailers.

58
 4. PALAK SILK STORE –

CHARLIE COTTON
KOUTONS KOUTONS- OUTLAW- COUNTY-
06 07 07 07 Palak-06 Palak-07
Apr 4,000 0 0 2,000 1,714
May 3,000 0 0 1,600 1,667
Jun 2,500 0 3,000 1,400 1,500
Jul 2,000 8,500 3,000 1,200 1,167
Aug 8,000 2,500 10,000 3,500 2,200 2,000
Sep 8,000 3,000 11,000 3,500 2,600 2,333
Oct 9,000 3,000 12,000 2,500 4,000 4,000
Nov 9,500 3,500 12,500 2,500 4,800 4,667
Dec 12,000 3,500 11,500 2,500 5,600 6,000
Jan 11,000 3,000 4,500 2,500 5,400 5,167
Feb 9,000 2,500 3,500 2,000 4,800 4,667
Mar 8,000 2,500 3,500 1,500 4,800 4,333

59
 Total Sales Com parison

14,000

12,000

10,000
Sales Level

8,000

6,000

4,000

2,000

0
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

KOUTONS 06 KOUTONS-07 CHARLIE OUTLAW-07 COTTON COUNTY-07 Palak-06 Palak-07

CONCLUSION – This was a looser but before the coming of the

brands and showed a falling sales level.
5. BEAUTY CENTRE –

CHARLIE COTTON
KOUTONS KOUTONS- OUTLAW- COUNTY- Beauty Beauty
06 07 07 07 Centre-06 Centre-07
Apr 4,000 0 0 5,400 5,500
May 3,000 0 0 4,400 4,700
Jun 2,500 0 3,000 3,900 4,300
Jul 2,000 8,500 3,000 3,400 3,500
Aug 8,000 2,500 10,000 3,500 5,900 5,500
Sep 8,000 3,000 11,000 3,500 6,900 6,300
Oct 9,000 3,000 12,000 2,500 8,000 10,300
Nov 9,500 3,500 12,500 2,500 10,000 11,900
Dec 12,000 3,500 11,500 2,500 12,000 15,100
Jan 11,000 3,000 4,500 2,500 11,500 13,100
Feb 9,000 2,500 3,500 2,000 10,000 11,900
Mar 8,000 2,500 3,500 1,500 10,000 11,100

60
CONCLUSION – Beauty Centre’s sales firstly was affected but then
its also showed the same increasing sales story.

6. SINGHAL GARMENTS –

CHARLIE COTTON
KOUTONS KOUTONS- OUTLAW- COUNTY- Singhal Singhal
06 07 07 07 Garments Garments
Apr 4,000 0 0 2,100 2,314
May 3,000 0 0 1,700 2,267
Jun 2,500 0 3,000 1,500 2,100
Jul 2,000 8,500 3,000 1,300 1,767
Aug 8,000 2,500 10,000 3,500 2,300 2,600
Sep 8,000 3,000 11,000 3,500 2,700 2,933
Oct 9,000 3,000 12,000 2,500 4,100 4,600
Nov 9,500 3,500 12,500 2,500 4,900 5,267
Dec 12,000 3,500 11,500 2,500 5,700 6,600
Jan 11,000 3,000 4,500 2,500 5,500 5,767
Feb 9,000 2,500 3,500 2,000 4,900 5,267
Mar 8,000 2,500 3,500 1,500 4,900 4,933

61
 Total Sales Com parison

14,000

12,000

10,000
Sales Level

8,000

6,000

4,000

2,000

0
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

KOUTONS 06 KOUTONS-07 CHARLIE OUTLAW-07

COTTON COUNTY-07 Singhal Garm ents Singhal Garm ents

CONCLUSION – Singhal Garments was least affected due to its

consistent sales level.

7. How many customers (Approximataely) come again for

shopping ?
(BASED ON THE QUESTIONS ASKED IN THE ORAL
CONVERSATION WITH THE EMPLOYEES OF THESE STORES)

Employees I Emp. II Emp. III Emp. IV Emp. Average ( % )

Koutons 24 20 20 25 22.25
Charlie Outlaw 33 30 35 35 33.25
Cotton County 10 5 4 8 6.75

62
8. What do you observe about the customer satisfaction level ?

Koutons
Employees / Satisfaction No Very
Level Satisfaction Low Moderate High High
I Emp. *
II Emp. *
III Emp. *
IV Emp. *
Conclusion – Low
Satisfaction

Charlie Outlaw
Employees / Satisfaction No Very
Level Satisfaction Low Moderate High High
I Emp. *
II Emp. *
III Emp. *
IV Emp. *
Conclusion – Moderate Satisfaction

Cotton County
Employees / Satisfaction No Very
Level Satisfaction Low Moderate High High
I Emp. *
II Emp. *
III Emp. *
IV Emp. *
Conclusion – Almost No Satisfaction

63
(9) Sales level growth declining in percentage of DISCOUNTED APPAREL
BRANDS ?
• KOUTONS –

KOUTONS 06 Growth ( % ) KOUTONS-07 Growth ( % )

Apr 0 ------ 4,000 -50.00%
May 0 ------ 3,000 -25.00%
Jun 0 ------ 2,500 -16.67%
Jul 0 ------ 2,000 -20.00%
Aug 8,000 ------ 2,500 25.00%
Sep 8,000 0.00% 3,000 20.00%
Oct 9,000 12.50% 3,000 0.00%
Nov 9,500 5.56% 3,500 16.67%
Dec 12,000 26.32% 3,500 0.00%
Jan 11,000 -8.33% 3,000 -14.29%
Feb 9,000 -18.18% 2,500 -16.67%
Mar 8,000 -11.11% 2,500 0.00%

GROWTH RATE

0.40
0.30
0.20
0.10
0.00
-0.10
Ju 0 7

A 07

Se 07
F e 07

F e 08
M 07
D 06

D 07
N 6

N 7
Ju 7
6

Ja 6

O 7

Ja 7
M 07

A 7

M 08
8
0
-0

-0
-0

-0

-0

-0

-0

-0.20
l-
-

-
n-

n-
n-

p-
b-

b-
ay

ug
pr
ov

ov
ct

ct
ec

ec
ar

ar
p
Se

-0.30
-0.40
-0.50
-0.60

KOUTONS

64
CONCLUSION – Therefore it becomes clear from the graph that
they have seen the continuous decline in the graph and if growth
then only due to the peak season.

• CHARLIE OUTLAW –

CHARLIE OUTLAW-07 Growth ( % )

Apr 0 ------
May 0 ------
Jun 0 ------
Jul 8,500 ------
Aug 10,000 17.65%
Sep 11,000 10.00%
Oct 12,000 9.09%
Nov 12,500 4.17%
Dec 11,500 -8.00%
Jan 4,500 -60.87%
Feb 3,500 -22.22%
Mar 3,500 0.00%
GROWTH RATE

30.00%
20.00%
10.00%
0.00%
-10.00% Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08
-20.00%
-30.00%
-40.00%
-50.00%
-60.00%
-70.00%

Growth ( % )

65
CONCLUSION – Therefore it becomes clear from the graph that
they are on the track of continuous decline in their sales level.

• COTTON COUNTY –

COTTON COUNTY-07 Growth ( % )

Apr 0 ------
May 0 ------
Jun 3,000 ------
Jul 3,000 0.00%
Aug 3,500 16.67%
Sep 3,500 0.00%
Oct 2,500 -28.57%
Nov 2,500 0.00%
Dec 2,500 0.00%
Jan 2,500 0.00%
Feb 2,000 -20.00%
Mar 1,500 -25.00%

66
 GROWTH RATE

20.00%
15.00%
10.00%
5.00%
0.00%
-5.00% Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 M ar-08
-10.00%
-15.00%
-20.00%
-25.00%
-30.00%
-35.00%

Growth ( % )

CONCLUSION – Therefore it becomes clear from the graph that

cotton county presents an interesting story with no growth or low
but consistent sales level but also with sharp declines.

(10) GROWTH RATE OF LOCAL

RETAILERS-It is clear from the graph’s study that all the
local retailers show the positive growth sign except those who lost
their sales level to Khushboo Wears & Fashioner Readymade.

67
 CHAPTER – 9
CONCLUSION OF DATA ANALYSIS &
INTERPRETATION

On the basis of the data analysis and

interpreta-
tion, it can be concluded that there is almost or no
effect on the local retailers sales level.

Although branded stores affect them in the

starting as it is obvious that every new thing
attracts the customers whether it is good or not.
But they were not able to maintain their sales
after 2 or hardly 3 months.
Also the report of Central Government
Committee formed to find out the same result
revealed on 28th May, 2008 that the market of local
retailers is different and they enjoy the different
type of customer loyalty apart from that of
branded stores.
Therefore, we can conclude that there is no
“EFFECT OF DISCOUNTED APPAREL BRANDS ON

68
LOCAL RETAILERS” except in the starting. Hence
the local retailers need to be patient and should
increase their sales by adopting different sales
promotion strategies.

CHAPTER – 10
LIMITATIONS –

This research was not without its part of limitations and some errors and
problems that we faced. These all in a nutshell are as follows –

1. Based only on observation, personal experience & employees –

This research is basically based on our personal observation & also my

experience regarding the business of apparels and oral interview of the
employees means totally in a judgemental way.

Therefore it is quite obvious to not have accurate data.

2. Some employees are unwilling to give information about their

owner’s shop –

We were encountered with this problem also that when contacted;

employees of other stores were not ready to provide us the information due

69
 to their loyalty towards their employer or may be due to the unavailability of
time.

3. Employees may give wrong information –

Chances are more that employees due to their loyalty towards their employer
may give wrong information like giving higher sales level than actual or may be
due to their unawareness about the usefulness of this research work.

4. Time pressure –

Time available for the study was also a constraint like –

• Few months for the study,
• Less time available in college time,

5. Finding accurate data –

This is the responsibility of each and every researcher to find the data as
accurate as possible, so that the results could be justified.

6. Taking time from the employees for the talk during working
hours –

This was the biggest constraint that we faced during the research that is
taking the time from other stores’ employees as they are busy and reluctant
to give any correct information.

70
7. Having a talk with them only at night –

Employees if ready could only talk at night at their home or at our home.

CHAPTER – 11

FINDINGS –
We find out the following results regarding the effect of discounted apparel brands
on local retailers –

1. Captures the market just after the launch –

This was under the study that these brands are able to capture the market just
after their launch as people feel something new in the apparel market.

Overall we can say that the people get affected by their Heavy-Discount
play.

2. Fails to maintain the sales level & growth rate –

But they fail to maintain their sales level and growth rate because
customers want QUALITY not heavy discounts. Therefore customers become
aware of the real truth behind these heavy discounts.

71
3. Heavy fall in the sales level and growth rate after a few months –

As a result these players see the SMALL BUT CONTINUOUS FALL in

their sales level and growth rate after few months of their opening.

4. No or Minute effect on Local Retailers (except in the starting) –

Now it is clear with the study that local retailers were effected very minutely
in the starting but were able to regain their market share.

One important point here can be that local retailers regain their market share
even after the sale from the branded players. It shows that –

• Either the purchasing power of the customers is increasing day by day or

• New players affect the buying behaviour of customers BY GENERATING
THE DEMAND.

5. Customers become aware about the truth of the heavy discounts –

From the study, we can conclude that customers become aware of the truth
of these brands when they are unable to provide quality and provide the goods at
the rates greater than those of the local retailers.

6. Customers want quality not heavy discounts –

72
 Therefore we can say that customers want quality and are ready to spend their
hard earned money even when the product is costly but can’t compromise the
quality.

7. Real Story of successive discounts (50 % + 50 %) –

People in the starting that the product is free i.e. 50 + 50 % = 100 %

discount.

Then they thought that the product quality may be poor as they are selling that
product which was being manufactured at the cost of Rs.1000/- and now selling at
Rs.250/- only.

“BUT NOW THEY ARE AWARE ABOUT THE TRUTH THAT HE PRODUCT’S
COST IS ONLY RS.100/- AND STILL THEY ARE MAKING THE PROFIT OF
RS.150/- ON THE PRODUCT SELLING AT RS.250/-.”

8. Increased faith (in the local retailers) among the customers –

Due to this play, customers move to their local retailers with increased
faith.

9. Only aim to increase the number of stores –

73
 Now everyone knows that these big corporate houses want to increase their
number of stores for more name & fame and money.

10.Mostly stores running in losses –

Since the costs are high like fixed rental or profit to the franchisee, therefore
mostly store are running in losses or at break-even point where the losses are off-
set against the profits of other stores.

74
 CHAPTER – 12
RECOMMENDATIONS –

• FOR THE BRANDED STORES –

On the basis of the results of the research, I would recommend the following steps
or actions to the branded players –

1. To sell Quality goods –

To sell quality goods apart from focusing on the marketing activities.

2. To have large variety of goods –

So that the requirements of almost every customer could be fulfilled.

3. To have the goods for different classes of customers –

For every class that is lower, middle and higher class.

4. To maintain the quality – in the long run.

75
 5. To have a close check on the expenses and trying to minimize the
expenses in order to increase the overall profit margin.
6. To have the goods adapting to the local needs of the region –

For this purpose research can prove to be a great tool.

7. To conduct a survey in the region before opening the store –

8. To focus more on the current shops than on opening new shops –

This will help them in focusing more on providing & maintaining quality than
opening stores.

9. To compete with the successful local retailers –

This can be done by providing the same products at cheaper rates.

10. To make strategies especially for such type of cities or towns –

This has been observed that these players make the strategies at the top level
which may not be suitable for every city. Therefore they should try to make the
strategies for each and every city taking the help of their lower level employees as
they know more about their city.

76
• FOR THE LOCAL RETAILERS –

On the basis of the results of the research and also the recommendations given to
the branded players, I would recommend the following steps or actions to the local
retailers in order to survive in this cut-throat competing market –

1. To adopt heavy marketing strategies during the period of their launch.

2. To adopt different promotional programmes to increase the sales.

3. To cater to the needs of those class which are being targeted by the
branded players.

4. To not create panic if their market share get reduced but maintain the
quality at the same level as before.
5. To control the expenses.
6. To conduct a survey at their level to find out the preferences of the
customers.

7. To increase the variety of goods.

8. To take the help of publicity.
9. To increase the advertisement by selecting the best means for it.

77
10.To use the loyalty-card scheme, so that the retailer may be able to maintain
their existing customers and those customers who are coming first time at
their shop. This can be done by proving them extra discount on their
loyalty-card.
11.To use other sales-promotional activities like giving free gifts.
12.They can also take the help of personal-selling.

But overall, they will have to be patient and maintain their quality and
increase variety.

78
 CHAPTER – 13

BIBLIOGRAPHY-

Books –

• Sharma, D.D., Marketing Research, New Delhi, Sultan Chand & Sons
Educational Publishers, 2005.
• Kothari, C.R., Research Methodology, Second Edition, New Delhi, New
Age International (p) Ltd Publishers, 2006.
• Sharma.K.K., Statistics in Management Studies, Fourth Edition, Meerut,
Krishna Prakashan Media (P) Ltd, 2003.

Other Sources –

• Business Standard news-paper.

• Business Today Magazine.
• Other News-Letters of different websites through e-mail.

Websites:

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• www.koutons.in
• www.charlieoutlaw.com
• www.cottoncounty.in
• http://www.findata.co.nz/markets/Quote.aspx?e=NSE&s=KOUTONS
• www.moneycontrol.com
• http://en.wikipedia.org/wiki/Sampling_(statistics)
• http://www.socialresearchmethods.net/kb/sampling.php
• http://www.statpac.com/surveys/sampling.htm
• www.amazon.com/Sampling-Techniques-3rd-William-Cochran
• www.marketresearchworld.net
• www.socialresearchmethods.net
• www.orientpacific.com/observational-techniques.htm
• en.wikipedia.org/wiki/Research
• Other Research Websites.

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