AmitAggrawal 2010 PH.D

Impact of Consumer Perception
on Buying Behavior in Apparel Retail Sector,

with special reference to Selected Indian Cities
Thesis Submitted to the Padmashree Dr. D. Y. Patil University,
Department of Business Management
in partial fulfillment of the requirements for the award of the Degree of
DOCTOR OF PHILOSOPHY
in
BUSINESS MANAGEMENT
Submitted by
AMIT AGGRAWAL
(Enrollment No. DYP-PhD-066100002)
Research Guide
Dr. PRADIP MANJREKAR
PROFESSOR
PADMASHREE DR. D.Y. PATIL UNIVERSITY,
DEPARTMENT OF BUSINESS MANAGEMENT,
Sector 4, Plot No. 10,
CBD Belapur, Navi Mumbai 400 614
June 2010

on Buying Behavior in Apparel Retail Sector,
with special reference to Selected Indian Cities
Thesis Submitted to the Padmashree Dr. D. Y. Patil University,
Department of Business Management
in partial fulfillment of the requirements for the award of the Degree of
DOCTOR OF PHILOSOPHY
in
BUSINESS MANAGEMENT
Submitted by
AMIT AGGRAWAL
(Enrollment No. DYP-PhD-066100002)
Research Guide
Dr. PRADIP MANJREKAR
PROFESSOR
PADMASHREE DR. D.Y. PATIL UNIVERSITY,
DEPARTMENT OF BUSINESS MANAGEMENT,
Sector 4, Plot No. 10,
CBD Belapur, Navi Mumbai 400 614
June 2010

on Buying Behavior
in Apparel Retail Sector,
with special reference to
Selected Indian Cities
I DEDICATE THIS RESEARCH THESIS TO MY PARENTS,

WITHOUT WHOSE INSPIRATION AND SUPPORT,
BLESSINGS AND NOBLE UPBRINGING,
I WOULD NOT HAVE BEEN ABLE TO BE A PERSON
TO DO SUCH AN EXTENSIVE WORK LIKE THIS
--AMIT AGGRAWAL
II
DECLARATION
I hereby declare that the thesis entitled Impact of Consumer Perception on
Buying Behavior in Apparel Retail Sector, with special reference to Selected
Indian Cities submitted for the Award of Doctor of Philosophy in Business
Management at the Padmashree Dr. D.Y. Patil University Department of
Business Management is my original work and the thesis has not formed the
basis for the award of any degree, associate ship, fellowship or any other similar
titles.
Place:
Date:
Signature of the Guide
Signature of the Head of the dept.
Signature of the student
III
CERTIFICATE
This is to certify that the thesis entitled Impact of Consumer Perception on
Buying Behavior in Apparel Retail Sector, with special reference to
Selected Indian Cities and submitted by Mr. AMIT AGGRAWAL is a bonafide
research work for the award of the Doctor of Philosophy in Business
Management
at the Padmashree Dr. D. Y. Patil University Department of
Business Management in partial fulfillment of the requirements for the award of

the Degree of Doctor of Philosophy in Business Management and that the
thesis has not formed the basis for the award previously of any degree, diploma,
associate ship, fellowship or any other similar title of any University or Institution.
Also certified that the thesis represents an independent work on the part of the
candidate.
Place:
Date:
Signature of the
Head of the department
Signature of the Guide
IV
ACKNOWLEDGEMENT
In the first place, I am indebted to the Padmashree Dr. D.Y. Patil University
Department of Business Management, which has accepted me for Doctorate
program and provided me with an excellent opportunity to carry out the present
research project. I offer my sincere gratitude to my Research Guide Dr. Pradip
Manjrekar whose constant guidance has helped me to conduct this detailed
research. It will not be justified on my part if I fail to offer my heart-filled thanks to
Dr. R. Gopal, Director & Dean, Department of Business Management,
Padmashree Dr. D.Y. Patil university, Mumbai who has also been constantly
guiding me.
I would like to make a very special mention of my brother Sri Atul Agarwal and
sister in law Smt. Shivani Agarwal who have been constantly a motivating and
guiding force in my present research. This research could not have been
possible without their support. My wife Smt. Shilpi Agarwal deserves great
acknowledgement in true sense who has always been a force to keep me riveted
to my dedication towards the present research. Besides, I thank all my friends,
well wishers and representatives from industry and academics who have directly
or indirectly contributed to my research.
Place:
Date:
Signature of the student
LIST OF CONTENTS
CHAPTER
NO.
TITLE
PAGE
NO.
I
II
III
IV
List of Figures
List of Tables
List of Abbreviations
Executive Summary
VII
XIII
XIX
XX
1
2
3
Introduction
Review of Literature
Statement of Problem
Objectives
Hypothesis
Research Methodology
Profile of the Respondents
Influence of Socio Economic
and Cultural Background
in Creating Consumer Perception
Influence of Advertising
Influence of Sales Promotion
Influence of Price
Influence of Brand Image
Conclusions and Recommendations
1
21
53
4
5
6
7
8
9
10
1
64
70
96
122
148
174
200
Annexure:
Case Studies:
Case 1: Adidas
Case 2: Aza fashions private limited
Case 3: French connection
Case 4: Levis
Case 5: Lifestyle
Case 6: Provogue
Case 7: Puma
Case 8: Shoppers stop
Case 9: Tommy Hilfiger
222
223
224
225
226
227
228
229
230
231
232
233
234
242
306
Case 10: Westside
2
3
4
Questionnaire
Data Tables
Bibliography
VI
LIST OF FIGURES
No.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
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17
18
19
20
21
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24
25
26
27
TOPIC
Page
Gender-wise composition of the respondents

Age-wise composition of the respondents
Qualification-wise composition of the respondents
Income-wise composition of the respondents
City-wise composition of the respondents
Prefer branded apparels than unbranded apparels (Gender-wise
Analysis)
Prefer branded apparels than unbranded apparels (Age-wise Analysis)
Prefer branded apparels than unbranded apparels (Qualification-wise
Analysis)
Prefer branded apparels than unbranded apparels (Family Income-wise
Analysis)
Prefer branded apparels than unbranded apparels (City-wise Analysis)
Preference for a specific brand (Gender-wise Analysis)
Preference for a specific brand (Age-wise Analysis)
Preference for a specific brand (Qualification-wise Analysis)
Preference for a specific brand (Family Income-wise Analysis)
Preference for a specific brand (City-wise Analysis)
Influenced more by my self opinion rather than family members (Genderwise Analysis)
Influenced more by my self opinion rather than family members (Age-wise
Analysis)
Influenced more by my self opinion rather than family members
(Qualification-wise Analysis)
Influenced more by my self opinion rather than family members (Family
Income-wise Analysis)
Influenced more by my self opinion rather than family members (City-wise
Analysis)
Brand preference also influenced demonstratively by peer group (Genderwise Analysis)
Brand preference also influenced demonstratively by peer group (Agewise Analysis)
Brand preference also influenced demonstratively by peer group
Brand preference also influenced demonstratively by peer group (Family
Brand preference also influenced demonstratively by peer group (Citywise Analysis)
Reasons for the brand preference (Gender-wise Analysis)
Reasons for the brand preference (Age-wise Analysis)
VII
65
66
67
68
69
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
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88
89
90
91
92
28 Reasons for the brand preference (Qualification-wise Analysis)

93
29 Reasons for the brand preference (Family Income-wise Analysis)
94
30 Reasons for the brand preference (City-wise Analysis)
95
Brand preference is effected by the advertising of the brand (Gender-wise
97
31 Analysis)
Brand preference is effected by the advertising of the brand (Age-wise
32 Analysis)
98
Brand preference is effected by the advertising of the brand (Qualification33 wise Analysis)
99
Brand preference is effected by the advertising of the brand (Family
100
34 Income-wise Analysis)
Brand preference is effected by the advertising of the brand (City-wise
101
35 Analysis)
Brand preference effected by following media of advertising (Gender-wise
36 Analysis)
102
Brand preference effected by following media of advertising (Age-wise
37 Analysis)
103
Brand preference effected by following media of advertising (Qualification38 wise Analysis)
104
Brand preference effected by following media of advertising (Family
105
Brand preference effected by following media of advertising (City-wise
40 Analysis)
106
Advertising appeal that influences preference for the brand (Gender-wise
41 Analysis)
107
Advertising appeal that influences preference for the brand (Age-wise
42 Analysis)
108
Advertising appeal that influences preference for the brand (Qualification43 wise Analysis)
109
Advertising appeal that influences preference for the brand (Family
110
Advertising appeal that influences preference for the brand (City-wise
45 Analysis)
111
Endorsement by celebrities effects my brand preference (Gender-wise
46 Analysis)
112
Endorsement by celebrities effects my brand preference (Age-wise
47 Analysis)
113
Endorsement by celebrities effects my brand preference (Qualification48 wise Analysis)
114
Endorsement by celebrities effects my brand preference (Family Income49 wise Analysis)
115
Endorsement by celebrities effects my brand preference (City-wise
50 Analysis)
116
Gimmicks and publicity stunts effect my preference for brand (Gender51 wise Analysis)
117
52 Gimmicks and publicity stunts effect my preference for brand (Age-wise 118
VIII
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
Analysis)
Gimmicks and publicity stunts effect my preference for brand
Gimmicks and publicity stunts effect my preference for brand (Family
Gimmicks and publicity stunts effect my preference for brand (City-wise
Analysis)
Brand preference effected by the sales promotion of the brand (Genderwise Analysis)
Brand preference effected by the sales promotion of the brand (Age-wise
Analysis)
Brand preference effected by the sales promotion of the brand
Brand preference effected by the sales promotion of the brand (Family
Brand preference effected by the sales promotion of the brand (City-wise
Analysis)
Brand preference effected by following techniques of sales promotion
(Gender-wise Analysis)
(Age-wise Analysis)
(Family Income-wise Analysis)
(City-wise Analysis)
Stalls/kiosks in malls/marketplace effects preference for the brand
Stalls/kiosks in malls/marketplace effects preference for the brand (Agewise Analysis)
Stalls/kiosks in malls/marketplace effects preference for the brand (Family
Stalls/kiosks in malls/marketplace effects preference for the brand (Citywise Analysis)
Environment in the shop helps in increasing preference for the brand
(Age-wise Analysis)
IX
119
120
121
123
124
125
126
127
128
129
130
131
132
133
134
135
136
137
138
139
140
141
142
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
Convenience of shopping helps in increasing preference for the brand
(Age-wise Analysis)
Brand preference effected by the value for money of the brand (Genderwise Analysis)
Brand preference effected by the value for money of the brand (Age-wise
Analysis)
Brand preference effected by the value for money of the brand
Brand preference effected by the value for money of the brand (Family
Brand preference effected by the value for money of the brand (City-wise
Analysis)
Increase in price of brand effects preference for the brand (Gender-wise
Analysis)
Increase in price of brand effects preference for the brand (Age-wise
Analysis)
Increase in price of brand effects preference for the brand (Qualificationwise Analysis)
Increase in price of brand effects preference for the brand (Family
Increase in price of brand effects preference for the brand (City-wise
Analysis)
Decrease in price of competitor brands effects preference (Gender-wise
Analysis)
Decrease in price of competitor brands effects preference (Age-wise
Analysis)
Decrease in price of competitor brands effects preference (Qualificationwise Analysis)
Decrease in price of competitor brands effects preference (Family
Decrease in price of competitor brands effects preference (City-wise
Analysis)
Price of the competing brands the most important factor (Gender-wise
Analysis)
Price of the competing brands the most important factor (Age-wise
Analysis)
Price of the competing brands the most important factor (QualificationX
143
144
145
146
147
149
150
151
152
153
154
155
156
157
158
159
160
161
162
163
164
165
166
99
100
101
102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
118
119
120
121
122
wise Analysis)
Price of the competing brands the most important factor (Family Incomewise Analysis)
Price of the competing brands the most important factor (City-wise
Analysis)
Expensiveness of brand increases brands image and preference
Expensiveness of brand increases brands image and preference (Agewise Analysis)
Expensiveness of brand increases brands image and preference (Family
Expensiveness of brand increases brands image and preference (Citywise Analysis)
Brand preference is effected by image of the brand (Gender-wise
Analysis)
Brand preference is effected by image of the brand (Age-wise Analysis)
Brand preference is effected by image of the brand (Qualification-wise
Analysis)
Brand preference is effected by image of the brand (Family Income-wise
Analysis)
Brand preference is effected by image of the brand (City-wise Analysis)
Endorsement by celebrity increases image of the brand (Gender-wise
Analysis)
Endorsement by celebrity increases image of the brand (Age-wise
Analysis)
Endorsement by celebrity increases image of the brand (Qualificationwise Analysis)
Endorsement by celebrity increases image of the brand (Family Incomewise Analysis)
Endorsement by celebrity increases image of the brand (City-wise
Analysis)
International presence increases image and preference for the brand
(Age-wise Analysis)
Social and environmental sensitiveness increases brand image (Genderwise Analysis)
Social and environmental sensitiveness increases brand image (Age-wise
XI
167
168
169
170
171
172
173
175
176
177
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179
180
181
182
183
184
185
186
187
188
189
190
191
123
124
125
126
127
128
129
130
Analysis)
Social and environmental sensitiveness increases brand image
Social and environmental sensitiveness increases brand image (Family
Social and environmental sensitiveness increases brand image (City-wise
Analysis)
Image of brand in society effects level of satisfaction (Gender-wise
Analysis)
Image of brand in society effects level of satisfaction (Age-wise Analysis)
Image of brand in society effects level of satisfaction (Qualification-wise
Analysis)
Image of brand in society effects level of satisfaction (Family Income-wise
Analysis)
Image of brand in society effects level of satisfaction (City-wise Analysis)
XII
192
193
194
195
196
197
198
199
LIST OF TABLES
No.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
TOPIC
Page
Gender-wise composition of the respondents

Age-wise composition of the respondents
Qualification-wise composition of the respondents
Income-wise composition of the respondents
City-wise composition of the respondents
Prefer branded apparels than unbranded apparels (Gender-wise Analysis)
Prefer branded apparels than unbranded apparels (Age-wise Analysis)
Prefer branded apparels than unbranded apparels (Qualification-wise
Analysis)
Prefer branded apparels than unbranded apparels (Family Income-wise
Analysis)
Prefer branded apparels than unbranded apparels (City-wise Analysis)
Preference for a specific brand (Gender-wise Analysis)
Preference for a specific brand (Age-wise Analysis)
Preference for a specific brand (Qualification-wise Analysis)
Preference for a specific brand (Family Income-wise Analysis)
Preference for a specific brand (City-wise Analysis)
Influenced more by my self opinion rather than family members (Genderwise Analysis)
Influenced more by my self opinion rather than family members (Age-wise
Analysis)
Influenced more by my self opinion rather than family members
Influenced more by my self opinion rather than family members (Family
Influenced more by my self opinion rather than family members (City-wise
Analysis)
Brand preference also influenced demonstratively by peer group (Genderwise Analysis)
Brand preference also influenced demonstratively by peer group (Agewise Analysis)
Brand preference also influenced demonstratively by peer group
Brand preference also influenced demonstratively by peer group (Family
Brand preference also influenced demonstratively by peer group (Citywise Analysis)
Reasons for the brand preference (Gender-wise Analysis)
Reasons for the brand preference (Age-wise Analysis)
Reasons for the brand preference (Qualification-wise Analysis)
242
242
242
243
243
243
244
XIII
244
245
245
246
246
247
247
248
248
249
249
250
250
251
251
252
252
253
253
254
254
29 Reasons for the brand preference (Family Income-wise Analysis)

30 Reasons for the brand preference (City-wise Analysis)
Brand preference is effected by the advertising of the brand (Gender-wise
31 Analysis)
Brand preference is effected by the advertising of the brand (Age-wise
32 Analysis)
Brand preference is effected by the advertising of the brand (Qualification33 wise Analysis)
Brand preference is effected by the advertising of the brand (Family
Brand preference is effected by the advertising of the brand (City-wise
35 Analysis)
Brand preference effected by following media of advertising (Gender-wise
36 Analysis)
Brand preference effected by following media of advertising (Age-wise
37 Analysis)
Brand preference effected by following media of advertising (Qualification38 wise Analysis)
Brand preference effected by following media of advertising (Family
Brand preference effected by following media of advertising (City-wise
40 Analysis)
Advertising appeal that influences preference for the brand (Gender-wise
41 Analysis)
Advertising appeal that influences preference for the brand (Age-wise
42 Analysis)
Advertising appeal that influences preference for the brand (Qualification43 wise Analysis)
Advertising appeal that influences preference for the brand (Family
Advertising appeal that influences preference for the brand (City-wise
45 Analysis)
Endorsement by celebrities effects my brand preference (Gender-wise
46 Analysis)
Endorsement by celebrities effects my brand preference (Age-wise
47 Analysis)
Endorsement by celebrities effects my brand preference (Qualification48 wise Analysis)
Endorsement by celebrities effects my brand preference (Family Income49 wise Analysis)
Endorsement by celebrities effects my brand preference (City-wise
50 Analysis)
Gimmicks and publicity stunts effect my preference for brand (Gender51 wise Analysis)
Gimmicks and publicity stunts effect my preference for brand (Age-wise
52 Analysis)
XIV
255
255
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256
257
257
258
258
259
259
260
260
261
261
262
262
263
263
264
264
265
265
266
266
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
Gimmicks and publicity stunts effect my preference for brand

Gimmicks and publicity stunts effect my preference for brand (Family
Gimmicks and publicity stunts effect my preference for brand (City-wise
Analysis)
Brand preference effected by the sales promotion of the brand (Genderwise Analysis)
Brand preference effected by the sales promotion of the brand (Age-wise
Analysis)
Brand preference effected by the sales promotion of the brand
Brand preference effected by the sales promotion of the brand (Family
Brand preference effected by the sales promotion of the brand (City-wise
Analysis)
(Age-wise Analysis)
Stalls/kiosks in malls/marketplace effects preference for the brand (Agewise Analysis)
Stalls/kiosks in malls/marketplace effects preference for the brand (Family
Stalls/kiosks in malls/marketplace effects preference for the brand (Citywise Analysis)
(Age-wise Analysis)
XV
267
267
268
268
269
269
270
270
271
271
272
272
273
273
274
274
275
275
276
276
277
277
278
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98

(Age-wise Analysis)
Brand preference effected by the value for money of the brand (Genderwise Analysis)
Brand preference effected by the value for money of the brand (Age-wise
Analysis)
Brand preference effected by the value for money of the brand
Brand preference effected by the value for money of the brand (Family
Brand preference effected by the value for money of the brand (City-wise
Analysis)
Increase in price of brand effects preference for the brand (Gender-wise
Analysis)
Increase in price of brand effects preference for the brand (Age-wise
Analysis)
Increase in price of brand effects preference for the brand (Qualificationwise Analysis)
Increase in price of brand effects preference for the brand (Family
Increase in price of brand effects preference for the brand (City-wise
Analysis)
Decrease in price of competitor brands effects preference (Gender-wise
Analysis)
Decrease in price of competitor brands effects preference (Age-wise
Analysis)
Decrease in price of competitor brands effects preference (Qualificationwise Analysis)
Decrease in price of competitor brands effects preference (Family
Decrease in price of competitor brands effects preference (City-wise
Analysis)
Price of the competing brands the most important factor (Gender-wise
Analysis)
Price of the competing brands the most important factor (Age-wise
Analysis)
Price of the competing brands the most important factor (Qualificationwise Analysis)
XVI
278
279
279
280
280
281
281
282
282
283
283
284
284
285
285
286
286
287
287
288
288
289
289
99
100
101
102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
118
119
120
121
122
Price of the competing brands the most important factor (Family Incomewise Analysis)
Price of the competing brands the most important factor (City-wise
Analysis)
Expensiveness of brand increases brands image and preference (Agewise Analysis)
Expensiveness of brand increases brands image and preference (Family
Expensiveness of brand increases brands image and preference (Citywise Analysis)
Brand preference is effected by image of the brand (Gender-wise
Analysis)
Brand preference is effected by image of the brand (Age-wise Analysis)
Brand preference is effected by image of the brand (Qualification-wise
Analysis)
Brand preference is effected by image of the brand (Family Income-wise
Analysis)
Brand preference is effected by image of the brand (City-wise Analysis)
Endorsement by celebrity increases image of the brand (Gender-wise
Analysis)
Endorsement by celebrity increases image of the brand (Age-wise
Analysis)
Endorsement by celebrity increases image of the brand (Qualificationwise Analysis)
Endorsement by celebrity increases image of the brand (Family Incomewise Analysis)
Endorsement by celebrity increases image of the brand (City-wise
Analysis)
(Age-wise Analysis)
Social and environmental sensitiveness increases brand image (Genderwise Analysis)
Social and environmental sensitiveness increases brand image (Age-wise
Analysis)
XVII
290
290
291
291
292
292
293
293
294
294
295
295
296
296
297
297
298
298
299
299
300
300
301
301
123
124
125
126
127
128
129
130
Social and environmental sensitiveness increases brand image

Social and environmental sensitiveness increases brand image (Family
Social and environmental sensitiveness increases brand image (City-wise
Analysis)
Image of brand in society effects level of satisfaction (Gender-wise
Analysis)
Image of brand in society effects level of satisfaction (Age-wise Analysis)
Image of brand in society effects level of satisfaction (Qualification-wise
Analysis)
Image of brand in society effects level of satisfaction (Family Income-wise
Analysis)
Image of brand in society effects level of satisfaction (City-wise Analysis)
XVIII
302
302
303
303
304
304
305
305
LIST OF ABBREVIATIONS
1. TNC= Transnational Companies
2. FDI= Foreign Direct Investments
3. FPS= Fair-Price Shops
4. MISH= Market Information Survey of Households
5. NCAER= National Council of Applied Economic Research
6. CSO= Central Statistical Organization
7. ORP= Organized Retail Penetration
8. LBSI= Luxury Brand Status Index
9. SSC= Senior Secondary Certificate Examination
10. HSC= Higher Secondary Certificate Examination
11. NPG= Non Professional Graduate
12. NPPG= Non Professional Post Graduate
13. PG= Professional Graduate
14. RSP= Retail Selling Price
15. POS= Point of Sales
16. VM= Visual Merchandising
17. CSR= Corporate social Responsibility
18. FDA= Federal Drug Administration
19. MBOs= multi-brand outlets
20. GRDI= Global Retail Development Index
21. IPL= Indian Premier League
XIX
EXECUTIVE SUMMARY
Impact of Consumer Perception on Buying Behaviour in Apparel Retail
Sector, with special reference to Selected Indian Cities
Consumers` perception towards apparel can be viewed as an outcome that takes
into account the cultural aspects as well as changes in preferences and tastes.
The relationship between characteristics of both consumers and brands are
becoming
increasingly
important
marketing
problems,
particularly
with
characteristics such as materialism being a strong driver of acquiring and

consuming specific types of brands. As such, this study focuses on examining
the relationships between consumer characteristics, including gender, nationality
and level of materialism with brand perception. Consumers perceive brands as
providing both emotional benefits (e.g. display of status, wealth and prestige) and
utilitarian benefits (e.g. quality and low price). Their brand perception may
influence their intention to purchase the brand.
OBJECTIVES OF THE STUDY

In the background of the discussions made above, the objectives of the present
thesis may be summarized as under:
1. To study the consumer perception for branded/ unbranded Apparel.
2. To study the socio economic demography of the potential buyers of branded
apparel.
XX
3. To study the effect of pricing on the purchasing power of the consumers for
branded apparels.
4. To understand the association between culture and consumer perception.
5. To study the impact of advertising on consumer perception.
Here it is stated that higher the preference for the brand, higher is the positive
consumer perception which in turn reflects positive buying behavior.
HYPOTHESIS OF THE STUDY
To pursue the proposed study, the following hypotheses are framed and their
validity is tested through research techniques:
H01: Males do not prefer branded apparel more than female buyers.
H11: Males prefer branded apparel more than female buyers.
H02: Socio economic and cultural background of consumers does not have
any impact on their perception.
H22: Socio economic and cultural background of consumers has an impact

on their perception.
H03: Advertising and Sales Promotion does not have influence on Consumer
Perception.
H33: Advertising and Sales Promotion has an influence on Consumer

Perception.
H04: Price of branded apparel does not inhibit potential consumers from
purchasing.
H44: Price of branded apparel inhibits potential consumers from purchasing.
XXI
H05: There is no association between brand image and personal satisfaction.
H55: There is an association between brand image and personal satisfaction.
SERIAL NO.
1
NULL HYPOTHESIS
Males do not prefer branded Males

apparel
more
than
branded
buyers.
Socio economic and cultural Socio economic and cultural

background
consumers background
of
does not have any impact
Advertising
on has
an
of consumers
impact
on
their
perception.
their perception.
3
prefer
female apparel more than female
buyers.
2
ALTERNATE HYPOTHESIS
and
Promotion
does
influence
on
Sales Advertising
not
and
Sales
have Promotion has an influence
Consumer on Consumer Perception
Perception
4
Price of branded apparel does Price of branded apparel

not inhibit potential consumers inhibits potential consumers
from purchasing.
There
between
is
no
brand
from purchasing.
association There
image
personal satisfaction.
is
an
association
and between brand image and

RESEARCH METHODOLOGY
XXII
The present study has aimed to determine the factors affecting Indian
consumers' purchase intentions towards branded apparel that is available in their
national market. The study has provided the demographic variation of the
consumers for making choices for branded apparel. The study has been
conducted in five major cities of India, viz. Mumbai, Hyderabad, Lucknow, Patna
and Bhopal. To get a clear understanding of role of different factors and
marketing strategies in creating a brand and finally effecting consumer
perception and consumer behaviour, various factors such as Advertising of the
brand, Sales Promotion for the brand, Price of the brand and Image of the brand
have been studied with respect to various demographic factors such as Age,
Gender, Education, Monthly family income and Place of stay of the respondents.
Sampling method involved is Stratified random sampling method. It is a method

of sampling, which involves the division of a population into smaller groups,
known as strata based on their members sharing a specific attribute or
characteristic. A random sample from each stratum is taken, in a number
proportional to the stratum's size when compared to the population. In the
present study, the stratums are the five different markets chosen in five different
cities. In these markets, the respondents have been chosen on random basis.
The data has been collected through questionnaire. Data was collected from
1500 respondents, viz. 350 from Mumbai, 350 from Hyderabad, 300 from
Lucknow, 300 from Patna and 200 from Bhopal.
Final
number
of
filled
in
XXIII
questionnaires which were valid was 1237 out of which 1200 questionnaires
were selected. These questionnaires were selected on random basis. The
number of valid filled in questionnaires selected for the study from various cities
are 288 from Mumbai, 276 from Hyderabad, 251 from Lucknow, 243 from Patna
and 142 from Bhopal.
After the data collection, data was entered in SPSS software package and
analysed on various demographic parameters through a method of cross
tabulation. It was further used to look into the association of various factors.
CONCLUSIONS OF THE STUDY

Various conclusions drawn from the study are given in the points given below
along with the details as to how they have gone to test the hypothesis of the
study. Recommendations from the study flow from the conclusion drawn in the
study and from the hypothesis which have been tested.
While nearly 80% of the respondents have positive perception and preference for
branded apparels than unbranded apparels, only 50% have preference for a
specific brand. This is an eye opener for the companies in the business of retail
apparel sector. They cannot sit back and do the marketing in the traditional
manner. Infact they should be proactive in their marketing techniques as they
cannot take the customers for granted as they have a high sense of fickleness
within the different apparel brands.
XXIV
Good image of the brand is by and large the most prominent factor for positive
perception towards the brand. This is followed by good advertising for the brand,
good sales for the brand and value for money vis--vis price of the brand, in that
order. Thus, the companies in apparel retail sector ought to invest too much on
betterment of image of their brands by whatever techniques they feel suitable.
Nearly 95% of the respondents believe that advertising is an effective medium of

creating positive perception for the brand among consumers. Thus, retail apparel
companies should not definitely forget that good advertising is necessary both for
good brand image as well as for customer consciousness and awareness.
Nearly 70% of the respondents agree to the fact that endorsement by celebrities
does effect their perception towards the brand. Thus, retail apparel companies
should invest in signing contracts with the celebrities as this not only gives
publicity to the brands but increases the image of the brand which again is
important for positive perception towards the brand.
Majority of the respondents disagree that gimmicks and publicity stunts have any
effect on their positive perception towards the brand. Thus, the retail apparel
companies should as far as possible shun gimmicks and publicity stunts as it not
only adversely affects brand preference but also adversely affects the image of
the brand.
XXV
Nearly 93% of the respondents agreed that sales promotion does effect their
positive perception towards the brand. Thus, retail apparel companies should
invest heavily on sales promotion techniques, especially the free goods and gifts
and visual merchandising.
Nearly 50% of the respondents agree that convenience of shopping as provided

through telemarketing and e-marketing helps in increasing their positive
perception towards the brand. Thus, the retail apparel companies should focus
on providing better and easy access to their websites from where the customers
should be provided maximum information and should help them buy the apparels
with minimum hassles. Also, the companies should provide for better customer
care centers from where the executives may help the customers in the best
possible manner.
Nearly 79% of the respondents agree that the price of the brand plays a very
significant role in creating positive perception towards the brand. Thus, apparel
retail companies should focus on the affordability of their brands as only then
they can reach the masses and maximize their revenues through higher sales
and volumes.
Nearly half of the respondents i.e. nearly 51% agree that international presence
increases image of the brand, thus effecting positive perception towards the
XXVI
brand. Thus, the retail apparel companies should also venture outside the
domestic market as this will not only increase their base for sales but will also
better the image of their brands in the domestic market thus increasing
preference for their brands.
Nearly half of the respondents i.e. nearly 48% of the respondents have agreed
that social and environmental sensitiveness by a company increases positive
perception towards the brand thus effecting consumers` buying behavior. Thus,
retail apparel companies should focus on the ventures in Corporate Social
Responsibility (CSR) and should make their brands look like the brands for the
masses and not only for the elite classes.
XXVII
CHAPTER 1
INTRODUCTION
INTRODUCTION TO CONSUMER PERCEPTION

Perception is how information is collected and categorized. Perception is affected
by the amount of exposure to a stimulus and by individual interpretation. For
example, a consumer who hears--once--that dairy herds contribute to
greenhouse gas would not take the statement seriously. If the same consumer
encountered that information often and from many sources, then the consumer's
attitude toward dairy products might change enough to influence how often the
consumer chose yogurt as a breakfast food. Here it is stated that higher the
preference for the brand, higher is the positive consumer perception which in turn
reflects positive buying behavior. The study of consumers helps firms and
organizations improve their marketing strategies by understanding issues such
as:
The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products);
The psychology of how the consumer is influenced by his or her environment

(e.g., culture, family, signs, media);
The behavior of consumers while shopping or making other marketing

decisions;
Limitations in consumer knowledge or information processing abilities

influence decisions and marketing outcome;
How consumer motivation and decision strategies differ between products

that differ in their level of importance or interest that they entail for the
consumer; and
How marketers can adapt and improve their marketing campaigns and
marketing strategies to more effectively reach the consumer.
One "official" definition of consumer behavior is "The study of individuals, groups,

or organizations and the processes they use to select, secure, use, and dispose
of products, services, experiences, or ideas to satisfy needs and the impacts that
these processes have on the consumer and society. Consumer value is a
cognitive-affective evaluation of an exchange relationship carried out by a person
at any stage of the process of purchase decision, characterized by a string of
tangible and/or intangible elements which determine, and are also capable of, a
comparative, personal, and preferential judgment conditioned by the time, place,
and circumstances of the evaluation
APPLICATIONS OF CONSUMER BUYING BEHAVIOR

. There are four main applications of consumer buying behavior:
The foremost application is for marketing strategyi.e., for making better

marketing campaigns. For example, by understanding that consumers are
more receptive to food advertising when they are hungry, we learn to
schedule snack advertisements late in the afternoon. By understanding that

new products are usually initially adopted by a few consumers and only
spread later, and then only gradually, to the rest of the population, we learn
that (1) companies that introduce new products must be well financed so that
they can stay afloat until their products become a commercial success and (2)
it is important to please initial customers, since they will in turn influence
many subsequent customers brand choices.
A second application is public policy. In the 1980s, Accutane, a near miracle

cure for acne, was introduced. Unfortunately, Accutane resulted in severe
birth defects if taken by pregnant women. Although physicians were
instructed to warn their female patients of this, a number still became
pregnant while taking the drug. To get consumers attention, the Federal Drug
Administration (FDA) took the step of requiring that very graphic pictures of
deformed babies be shown on the medicine containers.
Social marketing involves getting ideas across to consumers rather than

selling something. Marty Fishbein, a marketing professor, went on sabbatical
to work for the Centers for Disease Control trying to reduce the incidence of
transmission of diseases through illegal drug use. The best solution,
obviously, would be if we could get illegal drug users to stop. This, however,
was deemed to be infeasible. It was also determined that the practice of
sharing needles was too ingrained in the drug culture to be stopped. As a
result, using knowledge of consumer attitudes, Dr. Fishbein created a
campaign that encouraged the cleaning of needles in bleach before sharing

them, a goal that was believed to be more realistic.
As a final benefit, studying consumer behavior should make better

consumers. Common sense suggests, for example, that if you buy a 64 liquid
ounce bottle of laundry detergent, you should pay less per ounce than if you
bought two 32 ounce bottles. In practice, however, you often pay a size
premium by buying the larger quantity. In other words, in this case, knowing
this fact will sensitize you to the need to check the unit cost labels to
determine if you are really getting a bargain.
HOW HAS THE INDIAN CONSUMERS PERCEPTION CHANGED OVER THE

YEARS?
In the past few years the whole concept of shopping has been altered in terms of
format and consumer buying behavior. With the increasing urbanization, the
Indian consumer is emerging as more trend-conscious. There has also been a
shift from price considerations to designs and quality as there is a greater focus
on looking and feeling good (apparel as well as fitness). At the same time, the
Indian consumer is not beguiled by retail products which are high on price but
commensurately low on value or functionality. However, it can be said that the
Indian consumer is a paradox, where the discount shopper loyalty takes a
backseat over price discounts. Indians have grown richer and thus spending
more on vehicles, phones and eating out in restaurants. The spending is focused
more outside the homes, unlike in other
Indian consumer is also witnessing some changes in its demographics with a

large working population being under the age group of 24-35, there has been an
increasing number of nuclear families, increase in working women population
and emerging opportunities in the service sector during the past few years which
has been the key growth driver of the organized retail sector in India. The
emergence of a larger middle and upper middle classes and the substantial
increase in their disposable income has changed the nature of shopping in India
from need based to lifestyle dictated. The self-employed segment has replaced
the employed salaried segment as the mainstream market, thus resulting in an
increasing consumption of productivity goods, especially mobile phones and 2 - 4
wheeler vehicles
INTRODUCTION TO RETAIL SECTOR

Retail comes from the French word retaillier which refers to "cutting off, clip and
divide" in terms of tailoring. It first was recorded as a noun with the meaning of a
"sale in small quantities" in 1433 (French). Its literal meaning for retail was to "cut
off, shred, paring". Like the French, the word retail in both Dutch and German
(detailhandel and Einzelhandel respectively) also refer to sale of small quantities
or items.
TYPES OF RETAILING
There are three major types of retailing. The first is the market, a physical
location where buyers and sellers converge. Usually this is done in town squares,
sidewalks or designated streets and may involve the construction of temporary

structures (market stalls). The second form is shop or store trading. Some shops
use counter-service, where goods are out of reach of buyers, and must be
obtained from the seller. This type of retail is common for small expensive items
(e.g. jewelry) and controlled items like medicine and liquor. Self-service, where
goods may be handled and examined prior to purchase, has become more
common since the 20th century. A third form of retail is virtual retail, where
products are ordered via mail, telephone or online without having been examined
physically but instead in a catalog, on television or on a website. Sometimes this
kind of retailing replicates existing retail types such as online shops or virtual
marketplaces such as Amazon.
EVOLUTION OF MALLS
Shopping malls just happened without being planned carefully for providing
space for such people who have no social life and/or stimulation. This is in
contrast to the postulation of Feignberg, who opines that malls/plazas were
initially evolved as centers of shopping, entertainment, cultural activities and
social interaction. Thus, these were envisaged to be extended shadows of
community centres. But the emergence of organized retailing brought in its chain
explosive growth of numbers and diversification of activities to evolve as centres
of universe to come out as substitutes of unorganized retailing and assume the
form of shopping communities.
EXCLUSIVE STORES VERSUS MULTI- BRAND OUTLETS

The growth in high street multi-brand outlets (MBOs) like Shoppers stop,
Lifestyle, Pantaloon, etc, makes experts to believe that it may be more sensible
to ride the MBO boom to tap the up-market consumers. The situation of the
1990s when there was no option but to build own stores to provide an upgraded
premium retail experience is no longer valid. However, brands will have to now
contend with the growing negotiating power of MBO brands.
MARKET SCENARIO IN TODAYS WORLD

Todays market is characterised by highly competitive organisations which are all
vying for consumers loyalty. Firms are faced with the challenge to maintain their
own competitive edge to be able to survive and be successful. Strategies are
carefully planned and executed to gain the ultimate goal of all: company growth.
However, external factors are not the only elements which influence growth.
There are also internal factors, components working within the organisation
which shape the direction of the company.
INTRODUCTION TO RETAIL SECTOR OF INDIAN ECONOMY

The Retail Sector of Indian Economy is going through the phase of tremendous
transformation. The retail sector of Indian economy is categorized into two
segments such as organized retail sector and unorganized retail sector with the
latter holding the larger share of the retail market. At present the organized retail
sector is catching up very fast. With the arrival of the Transnational
Companies(TNC), the Indian retail sector will confront the round of alterations. At
present the Foreign Direct Investments(FDI) is not encouraged in the Indian
organized retail sector but once the TNC'S get in they would try to muscle out
their Indian counterparts. This would be challenging to the retail sector in India.
HISTORY OF RETAILING IN INDIA

Organised retailing first emerged in urban centres with a fixed location. The term
organized is being used only with reference to the fixity of location of the market
place though mom and daughter or father and son or husband and wife plied
their trade on a small scale when specialized bazaars like saraffa bazaar, cloth
market or grain mandi emerged as common phenomenon. But the individual
enterprises
were
competitive
and
self
owned
scattered
partnerships
notwithstanding. These came to be supplemented by super bazaars and fairprice shops (FPS) (Public Distribution System) in sixties.
Traditionally, retailing in India can be traced to the emergence of the

neighborhood Kiraana stores catering to the convenience of the consumers, an
era of government support for rural retail. Indigenous franchise model of store
chains run by Khadi & Village Industries Commission in 1980s experienced
slow change as India began to open up economy. Textiles sector with
companies like Bombay Dyeing, Raymond's, S Kumars and Grasim first saw the
emergence of retail chains. Later, Titan successfully created an organized
retailing concept and established a series of showrooms for its premium watches.
GROWTH OF RETAIL SECTOR IN INDIA

As Keaneys statistics shows, India is the second fastest growing economy of the
world topping the list for the Global Retailers. Consistent growth of i) income and
its acceleration since eighties, ii) population and iii) domination of population
structure by the educated youth ignited a revolutionary change in outlook for
conveniences, comforts and luxuries which has resulted in unprecedented rise in
consumption expenditure and its pattern and structure being titled towards better
life style. This may be judged from the fact that, according to one estimate, total
Indian retail market has grown from Rs. 7,04,000 crore in 2005 to Rs.
9,30,00,000 crore in 2007. But the orgainsed segment accounts for only Rs.
35,000 crore, which amounts to only 0.03 per cent of the total retail market.
AN OVERVIEW OF THE INDIAN RETAIL SECTOR

The Indian retail sector is highly fragmented with 97% of its business being run
by the unorganized retailers like the traditional family run stores and corner
stores. The organized retail however is at a very nascent stage though attempts
are being made to increase its proportion to 9-10% by the year 2010 bringing in a
huge opportunity for prospective new players. The sector is the largest source of
employment after agriculture, and has deep penetration into rural India
generating more than 10% of India's GDP.
According to a market estimate after agriculture, retail is the largest single sector,
both in term of turnover or will as employment in India, with market size of $200
billion. The report said the Indian retail industry is in revolution phase. Organized
retailing in India, which account for less than 4%, is likely to grow four fold in
the next five years.
The growth of the retail trade in India is associated with the growth in the
Indian economy. Based on the Market Information Survey of Households
(MISH) of the National Council of Applied Economic Research (NCAER), the
number of people in the income groups of aspirers and the middle class with
annual income ranging from Rs. 90,000 to one million, more than doubled
from 157 million to 327 million during the last decade. The data from the
Central Statistical Organization (CSO) indicate the growth of real private final
consumption expenditure.
INDUSTRY ANALYSIS OF THE INDIAN RETAIL SECTOR

Modern retailing has entered India in form of sprawling malls and huge
complexes offering shopping, entertainment, leisure to the consumer as the
retailers experiment with a variety of formats, from discount stores to
supermarkets to hypermarkets to specialty chains. However, kiranas still
continue to score over modern formats primarily due to the convenience factor. In
the coming years it can be said that the hypermarket route will emerge as the
most preferred format for international retailers stepping into the country.
10
The gems and jewellery market is the key emerging area, accounting for a high
proportion of retail spends. India is the largest consumer of gold in the world with
an estimated annual consumption of 1000 tones, considering actual imports and
recycled gold. The market for jewellery is estimated as upwards of Rs. 65,000
crores. As noticed in the figure below, the organized retail penetration (ORP) is
the highest in footwear with 22% followed by clothing.
.
RETAIL FORMATS IN INDIA
Hypermarts/supermarkets: large self-servicing outlets offering products from a

variety of categories.
Mom-and-pop stores: they are family owned business catering to small

sections; they are individually handled retail outlets and have a personal
touch.
Departmental stores: are general retail merchandisers offering quality

products and services.
Convenience stores: are located in residential areas with slightly higher prices
goods due to the convenience offered.
Shopping malls: the biggest form of retail in India, malls offers customers a
mix of all types of products and services including entertainment and food
under a single roof.
E-trailers: are retailers providing online buying and selling of products and
services.
Discount stores: these are factory outlets that give discount on the MRP.
11
Vending: it is a relatively new entry, in the retail sector. Here beverages,

snacks and other small items can be bought via vending machine.
Category killers: small specialty stores that offer a variety of categories. They
are known as category killers as they focus on specific categories, such as
electronics and sporting goods. This is also known as Multi Brand Outlets or
MBO's.
Specialty stores: are retail chains dealing in specific categories and provide
deep assortment. Mumbai's Crossword Book Store and RPG's Music World
are a couple of examples.
GLOBAL BRANDS INCLINATION FOR INDIA

In the wake of globalization various established brands turn to the developing
countries for the search of new markets, the markets laden with disposable
income. In apparel sector The Gap, Tommy Hilfiger, Polo Ralph Lauren are to
name a few. People in India are much aware of what they wear as compared to
the time of pre globalization. As the country marched towards its way to be
economic giant, the prosperity of people is reflected in their life style. The
international brands recognise it as a potential market.
CHALLENGES FACED BY INDIAN RETAIL SECTOR
The tax structure in India favors small retail business
Lack of adequate infrastructure facilities
High cost of real estate

12
Dissimilarity in consumer groups
Restrictions in Foreign Direct Investment
Shortage of retail study options
Shortage of trained manpower
Low retail management skill
The Indian Retail Industry is facing a severe shortage of talented professionals,

especially at the middle-management level. Most Indian retail players are under
serious pressure to make their supply chains more efficient in order to deliver the
levels of quality and service that consumers are demanding. Long intermediation
chains would increase the costs by 15%. Lack of adequate infrastructure with
respect to roads, electricity, cold chains and ports has further led to the
impediment of a pan-India network of suppliers. Due to these constraints, retail
chains have to resort to multiple vendors for their requirements, thereby, raising
costs and prices.
QUICK FACTS ON INDIAN RETAIL SECTOR
Indian Retail sector is the fifth largest global retail destination.
India retail market is dominated by the unorganized sector.
The top five companies in retail hold a combined market share of less than
2%.
The Indian retail market has been ranked by AT Kearney's eighth annual
Global Retail Development Index (GRDI), in 2009 as the most attractive
emerging market for investment in the retail sector.
13
Currently the share of retail trade in India's GDP is around 12 per cent, and is
estimated to reach 22 per cent by 2010.
MAJOR RETAILERS IN INDIA

Pantaloon is one of the biggest retailers in India with more than 450 stores
across the country. Headquartered in Mumbai, it has more than 5 million sq. ft
retail space located across the country. It's growing at an enviable pace and is
expected to reach 30 million sq. ft by the year 2010. In 2001, Pantaloon launched
country's first hypermarket Big Bazaar.
Tata group is another major player in Indian retail industry with its subsidiary
Trent, which operates Westside and Star India Bazaar; it operates lifestyle retail
chain, book and music retail chain, consumer electronic chain etc. Established in
1998, it also acquired the largest book and music retailer in India Landmark in
2005. Trent owns over 4 lakh sq. ft retail space across the country.
RPG Group is one of the earlier entrants in the Indian retail market, when it
came into food & grocery retailing in 1996 with its retail Foodworld stores. Later it
also opened the pharmacy and beauty care outlets Health & Glow.
Reliance is one of the biggest players in Indian retail industry. More than 300
Reliance Fresh stores and Reliance Mart are quite popular in the Indian retail
market. It's expecting its sales to reach Rs. 90,000 crores by 2010.
AV Birla Group has a strong presence in Indian apparel retailing. The brands
like Louis Phillipe, Allen Solly, Van Heusen, Peter England are quite popular. It's
14
also investing in other segments of retail. It will invest Rs. 8000-9000 crores by
2010.
INTRODUCTION TO APPAREL RETAIL SECTOR

A dress code is a set of rules governing a certain combination of clothing. The
continual relaxation of formal dress standards since the end of the Second World
War is redefining what clothes constitute formal and semi-formal dress. The
original term full dress was used in the nineteenth century and the early twentieth
century to mean the most formal option available, while half dress and undress
ranked beneath it. They indicated different clothes, but correspond somewhat to
the twenty-first century structure of formal, semi-formal, and informal.
LUXURY AND THE APPAREL SECTOR

Luxury, derived from the Latin word luxus, means indulgence of the senses,
regardless of cost. Luxury brands are brands whose ratio of functional utility to
price is low while that of intangible utility to price is high. Such brands share
characteristics like consistent premium quality, a heritage of craftsmanship, a
recognizable style or design, a limited production run of any item to ensure
exclusivity, an element of uniqueness and an ability to keep coming up with new
designs when the category is fashion-intensive.
Chanel, Ralph Lauren, Giorgio Armanithese names and visions of sparkling
diamonds, classic sportswear or tailored suits come to mind. Most people only
dream of wearing the labels that are considered the best of the best simply
15
because of price. But where do quality and style fit into buying decision? Are
designer labels an exceptional value because they offer more or are they simply
flamboyant fads destined to pass?
FASHION AND THE APPAREL RETAIL SECTOR

Most brands we see today are not entirely new. Rather, they are derived from a
long history of service to the fashion industry and fashion consumers. As brands
grow and diversify, they gain in recognition in front of people with substantial
means as well as the general population. This is the case with such designers as
Ralph Lauren (established in the 1960s) and Coco Chanel (established 1912)
and others. They made their marks with high society by understanding people
and what they wanted.
WORLD MARKET FOR APPAREL RETAILING
The global apparel industry is among the most advanced, and yet the most
fragmented of all retail sectors. The global market for apparel industry is
estimated at $183 billion, much of it in the US. The structure of the readymade
apparel industry is complex as much as it is diverse. It is highly fragmented and a
large part of it is unorganized and is led by unbranded apparel. The two markets,
domestic and international, have their own issues. The products are poorly
classified and the distribution systems ill-defined, making strategies and data
difficult to evaluate.
THE INDIAN APPAREL RETAIL SECTOR
16
The major problem with the Indian apparel retail market is its size and diversity of
preferences. It is also the main reason why it has so much potential. It is being
dubbed the second largest retail opportunity for retailers. According to research
by McKinsey, the domestic clothing market is estimated at Rs 87,000 crore, 22
per cent of which is made up by readymade garments. Of the 22 per cent, 20 per
cent belongs to the branded apparel market. This means that in a market worth
Rs 20,000 crore, only Rs 4,000 crore is catered to by branded apparel. So there
is still a Rs 16,000 crore market to be tapped.
The future potential of the big players in apparel market lies in companies trying
to change consumer perception and help them make a transition from unbranded
retail apparel to branded retailing. To achieve this, companies are investing in
infrastructure to increase quality, advertising specially brand management.
Brands are seen as important in an identity, sense of achievement and personal
satisfaction for the consumers who are fashion conscious.
TEXTILE AND APPAREL INDUSTRY IN INDIA

The history of textiles in India dates back to the use of mordant dyes and printing
blocks around 3000 BC. The diversity of fibers found in India, intricate weaving
on its state-of-art manual looms and its organic dyes attracted buyers from all
over the world for centuries. The British colonization of India and its industrial
policies destroyed the innovative eco-system and left it technologically
impoverished. Independent India saw the building up of textile capabilities,
17
diversification of its product base, and its emergence, once again, as an

important global player. Today, the textile and apparel sector employs 35 million
people (and is the 2nd largest employer), generates 1/5th of the total export
earnings and contributes 4 per cent to the GDP thereby making it the largest
industrial sector of the country. This textile economy is worth US $37 bn and its
share of the global market is about 5.90 per cent. The sector aspires to grow its
revenue to US $85bn, its export value to US $50bn and employment to 12 million
by the year 2010.
CONSUMER PROFILE FOR LUXURY BRANDS

Luxury goods' marketing is a different ball game as the type of customers
involved fall in a different class altogether. These customers are influenced more
by glamour and style and want to stand out in a crowd. Sensory gratification and
social approval are the primary factors in selecting a prestige product. They do
not bat eyelid whey they buy a Vuitton bag costing Rs 50,000 or a Mont Blanc
diamond-encrusted pen for Rs 50 lakh, Ermenegildo Zegna's top-of the-line,
custom-tailored suit costing Rs 6 lakh or a mid-range Louis Vuitton briefcase
priced Rs 1.27 lakh or a Kimayas basic kurta for Rs 30000.
There are people who have money and there are people who are rich - Coco
Chanel. Delve deep into history the beginning of civilization and discovery of
rich jewellery, look back to some 5000 years back and the love of royalty for royal
apparel woven feni and embroidered with threads of gold, of carved ornate
18
furniture passed down as heirlooms, of innovative footwear that have become

stylish even today, of accessories like the exquisite paan daan, hand fans, head
glass encrusted with diamonds; all the fruits of affluence and leisure. Closer to
our times we have read how the first prime minister of the country had a park
avenue acquired wardrobe and there are descendants from royal families of
Jaipur, Jodhpur, Kashmir who patronized luxury in all its hues.
IMPORTANCE OF THE STUDY

The present study aims to determine the factors affecting Indian consumers'
purchase intentions toward branded apparel that is available in their national
market. This study focuses on examining the relationships between consumer
characteristics, including gender, nationality and level of materialism with brand
perception.
Apparel retail sector is a booming sector in present scenario. In the A type city
like Mumbai more consumers prefer branded apparels. However, considering
price factor and socio-cultural preferences as a determinant of the choices
customer make during buying, this study is designed to understand the changing
trend in the present apparel retail sector. The study is a pioneer study in the field
of fashion as the literature available in this field is scanty. It will provide the
demographic variation of the consumers for making choices for branded apparel.
Also it will give an idea for the relationship between style and fashion being an
indicator of personal satisfaction of the consumers.
19
Consumer behavior is increasingly a part of strategic planning for the future

investment and growth of any industry. Retail industry or precisely to say apparel
industry is no exception. Being most impulsive sector, apparel industry relies
most on brand management and consumer perception for the brand. Still the
consumers for branded apparels are limited to higher section of the society. A
process of penetration among upper middle class and middle class i.e. service
sector of the society has started and more consumers now prefer branded
apparels. Advertising and other brand management strategies has a significant
role in the shift of paradigm.
CHAPTER 2
REVIEW OF LITERATURE
20
CONSUMER BUYING BEHAVIOUR

Consumers can either be subjective or objective, testing the persuasiveness of
brand names. Retail stores selling the products also play an important role in
swaying the decisions of consumers. The whole package or visual appeal of the
retail outlet can determine sales, or the service of the sales ladies or the clerks
( Aaker, D. J. & Joachimsthaler, E ,2000)1. Furthermore, consumers may choose
particular products/brands not only because these products provide the
functional or performance benefits expected, but also because products can be
used to express consumers personality, social status or affiliation (symbolic
purposes) or to fulfil their internal psychological needs, such as the need for
change or newness.
Consumer behaviour refers to the mental and emotional process and the
observable behaviour of consumers during searching, purchasing and post
consumption of a productor service. Consumer behaviour involves study of how
people buy, what they buy, when they buy and why they buy. It blends the
elements from Psychology, Sociology, Sociopsychology, Anthropology and
Economics (Bhattacharya, C.B. & Sen, S., 2003)2. It also tries to assess the
influence on the consumer from groups such as family, friends, reference groups
and society in general.
CONSUMER BUYING DECISION PROCESS
21
Consumer buying decision process is the process undertaken by consumer in

regard to a potential market transaction before, during and after the purchase of
a product or service. Consumer decision making process generally involves five
stages:
Problem Recognition
Purchase decision making process begins when a buyer becomes aware of an
unsatisfied need or problem. This is the vital stage in buying decision process,
because without recognizing the need or want, an individual would not seek to
buy goods or service
Information Search
After the consumer has recognized the need, he / she will try to find the means to
solve that need. First he / she will recall how he used to solve such kind of a
problem in the past, this is called nominal decision making. Secondly, a
consumer will try to solve the problem by asking a friend or goes to the market to
seek advice for which product will best serve his need, this is called limited
decision making.
Alternatives evaluation
Consumers
evaluate
criteria
referring
to
various
dimensions;
features,
characteristics and benefits that a consumer desires to solve a certain problem.

Product features and its benefit is what influence consumer to prefer that
22
particular product. The consumer will decide which product to buy from a set of
alternative products depending on each unique feature that the product offers
and the benefit he / she can get out of that feature.
Purchase Action
This stage involves selection of brand and the retail outlet to purchase such a
product. Retail outlet image and its location are important. Consumer usually
prefers a nearby retail outlet for minor shopping and they can willingly go to a far
away store when they purchase items which are of higher values and which
involve higher sensitive purchase decision. After selecting where to buy and what
to buy, the consumer completes the final step of transaction by either cash or
credit.
Post-purchase Actions
Consumer favorable post-purchase evaluation leads to satisfaction. Satisfaction
with the purchase is basically a function of the initial performance level
expectation and perceived performance relative to those expectations. Consumer
tends to evaluate their wisdom on the purchase of that particular product. This
can result to consumer experiencing post purchase dissatisfaction (Belk, R.W.,
1988)3. If the consumers perceived performance level is below expectation and
fail to meet satisfaction this will eventually cause dissatisfaction, and so the
brand and/ or the outlet will not be considered by the consumer in the future
purchases. This might cause the consumer to initiate complaint behavior and
spread negative word-of-mouth concerning that particular product.
23
FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR

Consumer buying behaviour is influenced by the major three factors:
1. Social Factors
2. Psychological Factors
3. Personal Factors.
A. Social Factors
Social factors refer to forces that other people exert and which affect consumers
purchase behaviour. These social factors can include culture and subculture,
roles and family, social class and reference groups (Belk, R.W., 1988)3
B. Psychological Factors
These are internal to an individual and generate forces within that influence
her/his purchase behavior. The major forces include motives, perception,
learning, attitude and personality (DeBono, K. G., 2000)8
C. Personal Factors
These include those aspects that are unique to a person and influence purchase
behavior. These factors include demographic factors, lifestyle, and situational
factors (Bloch, P. H., Brunel, F. F., & Arnold, T. J., 2003)5
APPAREL RETAIL SECTOR IN INDIA

The apparel retail industry consists of the sale of all menswear, womenswear
and childrenswear. The menswear market includes men's activewear, casual
wear,
essentials,
formalwear,
formalwear-occasion
and
outerwear.
The
24
womenswear market includes women's activewear, casual wear, essentials,

formalwear, formalwear-occasion and outerwear. The childrenswear market
includes baby clothing, boys activewear, boys casual wear, boys essentials, boys
formalwear, boys formalwear-occasion, boys outerwear, girls activewear, girls
casual wear, girls essentials, girls formalwear-occasion, girls outerwear and
toddler clothing (Chandra, P., 1998)36. The industry value is calculated at retail
selling price (RSP), and includes all taxes and levies. All currency conversions
used in this report have been calculated at constant 2009 annual average
exchange rates.
RECENT TRENDS IN APPAREL RETAILING IN INDIA

India is a country with diversified customs and cultures; so diverse that Indians
differ in their dressing too. Right from the salwaar-kameez to the sari and from
lungi to dhoti, our own Indian wear has been vivid and varied. The market of
branded garments is growing up. With favorable events like end of multifiber
agreement, entry of foreign retailers and textile companies into the country and
the growth and acknowledgement of the Indian fashion industry throughout the
world, apparel retailing has become one of the interesting and tough jobs in the
arena of marketing. The study emphasizes as to how over the last several
decades the face of retail and the distribution of apparel have changed
dramatically (Piyush Kumar Sinha and Dwarika Prasad Uniyal, 2007)38. India
ranks among the top target countries for any company sourcing textiles and
apparel. Indeed, apart from China, no other country can match the size, spread,
25
depth and competitiveness of the Indian textile and apparel industry. Moreover,
with the global elimination of quotas at the end of 2004, entry of foreign retailers
and textile companies into the country and the growth and acknowledgement of
the Indian fashion industry throughout the world, a thorough study of apparel
retailing has become necessary (Swapna Pradhan, 2007)42
INFLUENCE OF BRANDING ON CONSUMER BUYING BEHAVIOR

A brand is a name, symbol, or other feature that distinguishes a seller's goods or
services in the marketplace. A brand is a name, sign, symbol, slogan or anything
that is used to identify and distinguish a specific product, service or business
(Fournier, S., 1998)13
Branding or Careful brand management seeks to make the product or services

relevant to the target audience. Therefore cleverly crafted advertising campaigns
can be highly successful in convincing consumers to pay remarkably high prices
for products which are inherently extremely cheap to make (Fournier, S., 1998)13.
This concept, known as creating value, essentially consists of manipulating the
projected image of the product so that the consumer sees the product as being
worth the amount that the advertiser wants him/her to see, rather than a more
logical valuation that comprises an aggregate of the cost of raw materials, plus
the cost of manufacture, plus the cost of distribution (Fournier, S., 1998)13.
26
INFLUENCE
OF
BRAND
PREFERENCE
ON
CONSUMER
BUYING
BEHAVIOR
Brand preference refers to Selective demand for a company's brand rather than a
product; the degree to which consumers prefer one brand over another. In an
attempt to build brand preference advertising, the advertising must persuade a
target audience to consider the advantages of a brand, often by building its
reputation as a long-established and trusted name in the industry. If the
advertising is successful, the target customer will choose the brand over other
brands in any category (Elliot,R. & Wattanasuwan, K., 1998)12
Brand preference refers to Measure of brand loyalty in which a consumer will

choose a particular brand in presence of competing brands, but will accept
substitutes if that brand is not available. A Primary advertising/promotional
objective is to establish a situation in which a particular brand is regarded as
more desirable than its competitors. It is a brand prerequisite of a first sale
whereas brand loyalty is necessary for repeat purchases. The stage of brand
loyalty at which a particular buyer will select a particular brand, but will choose
competitors brand, if the preferred brand is unavailable (De Chernatony,
L.,1999)10
People have limited time, memory and attention. So when they make buying
decisions, they simplify their choices. ''On the shelf you may have 30, 40 brands
of shampoo, or 20, 30 brands of toothpaste,'' explained Jagdish N. Sheth, a
27
marketing professor at the Goizueta Business School of Emory University. But

consumers don't take the time to examine every possible choice (Carman, J. M.,
1978)6. Rather, they reduce their selection to a smaller set of options, based on
experience and exposure. ''Through learning over time, consumers are really
efficient in terms of reducing their transaction costs,'' Professor Sheth said.
In the 1960's, he and John A. Howard, the Columbia University marketing scholar
who died in 1999, developed the idea of the ''evoked set'' to describe this
process of selection. Shoppers start not with every single brand they are dimly
aware of but with a group of options -- the evoked set -- uppermost in their
minds. ''An evoked set consists of the brands in a product category that the
consumer remembers at the time of decision making,'' according to ''Marketing:
Best Practices,'' a textbook edited by K. Douglas Hoffman.
Ask a grocery shopper to name toothpaste brands, for instance, and you'll
probably hear ''Crest and Colgate.'' Only when pressed to name others will the
shopper come up with, say, Rembrandt and Mentadent. Crest and Colgate are
the evoked set, the one from which most shoppers will choose to buy -especially if they aren't looking at snappy product displays for other brands. The
downside of this process is that the results depend on exactly how we sort the
possibilities into categories (DeBono, K. G., & Harnish, R. J., 1988)9.
28
''The way this information is recorded in memory can influence consumers'

preference for brands and whether the brand will be considered for purchase,''
Barbara E. Kahn and Leigh McAlister, two marketing professors, wrote in
''Grocery Revolution'' (Addison Wesley, 1997). If, for instance, a store arranges
yogurt first by brand (like Dannon and Yoplait) and then by flavor within each
brand, consumers will tend to select their flavors from the same brand.
On the other hand, the authors write, ''If the products had been displayed with all
the strawberry yogurts together, then all the lemon-lime yogurts, and so forth,
consumers would most likely choose which flavors they wanted first, and then
choose which brand name they would most like for that particular flavor.''
Similarly, American supermarkets display meats by animal type -- beef, chicken,
pork, etc. -- and then by cut. In Australia, by contrast, grocers arrange meats by
the way they might be cooked, and stores use more descriptive labels, like ''a 10minute herbed beef roast.'' The result is that Australians buy a greater variety of
meats. How we classify goods changes how we make consumer choices (De
Chernatony, L., 1999)10. ''The composition of the set of final possibilities can
have subtle effects on choice,'' write Professor Kahn of the Wharton School at
the University of Pennsylvania, and Professor McAlister of the University of
Texas at Austin. As a result, ''brand choices can be influenced without changing
the actual preference for a brand per se, but merely by changing the content of
the consideration set.''
29
BRAND LOYALTY: THE POSITIVE CONSUMER PERCEPTION

What drives brand loyalty? The psychology behind human behavior as it pertains
to brand selection can be both rudimentary and complicated at the same time. In
order to understand the psychology of brand preference, it is necessary to
understand:
A basic communications model and the process of receiving/filtering

messages.
A distinction between spurious and true brand loyalty.
Several truisms concerning how a brand is positioned in the marketplace

revealed the challenges with marketing to the human mind.
Finally, research that submits the essence of brands is connected through our
five senses.
The culmination of this information may help any organization facing brand
loyalty issues with their constituents and provide resources to uncover core
issues (Eagly, A. H., & Chaiken, S., 1993)11.
INFLUENCE
OF
BRAND
POSITIONING
ON
CREATING
CONSUMER
PERCEPTION
30
"A strong brand position means the brand has a unique, credible, sustainable,
and valued place in the consumer's mind. It revolves around a benefit that helps
your product or service stand apart from the competition. Scott Davis, Brand
Asset Management.
Organizations seek to develop and project brand perceptions based on internally

driven needs and goals. In Jack Trout's book "Differentiate or Die, he presents
evidence that supports his theories on consumer behavior and interpretation.
Although these concepts seem self-evident on the surface, organizations tend to
ignore these immutable laws in their daily branding activities (Elliot, R. &
Wattanasuwan, K., 1998)
CONSUMER PERCEPTION AND SOCIO-CULTURAL BACKGROUND OF

CONSUMERS
The fashion events which take place are promoted by the presence of celebrities
and socialites who actually contribute to the making of the particular brand. In the
events we generally notice that the people who are from higher sect of the
society, are seated on the front rows of a fashion show or any other big social
event (Henry, W. A., 1976)17. Though sometimes the product does not
necessarily fulfill a need, they create desire and emotion. So these products are
generally preferred by this particular sect. Therefore brand preference occurs.
31
Socio-cultural variables like patriotism, ethnicity, socioeconomic status, father

absence, and family size play an important role in developing positive perception
of the consumers
As a survey conducted in Poland results that the Polish students prefer Polish
products like electronics, clothing, cosmetics and various other products. It is
proved that these socio-cultural factors motivate or influence the consumers to
buy only those products made in their own country. Patriotism is a key dimension
in this scenario as it influences the consumer behavior. Likewise even some
Indians would prefer products made only in India (Kahle, L. R., 1983)19.
In todays time, global warming is the topic of prime importance. Due to the
condition of the country, people may prefer to use products that are eco-friendly
and productive to the environment. In this, the socio-cultural variable is attached.
It is because of global warming that people use eco-friendly products (Keller,
K.L., 2003)20
Gender, family sizes are the other variables that lead to a brand preference. If a
family size is small they may prefer a brand that is suitable for them and which
they can afford. Males and females have different brand choices and they follow
them.
32
CONSUMER PERCEPTION ACROSS GENDERS

Gender differences are observed as male adolescents display more favorable
attitudes towards stores, greater consumer affairs knowledge, more materialistic
values, and stronger social motivations for consumption. On the other hand,
females show more favorable attitudes towards advertising and score
significantly higher on information seeking and cognitive differentiation measures.
In general, female children have stronger influence in family purchase decisions
and use influence strategies such as reasoning, asking, and persuading more
frequently than boys (Schultz, M., & de Chernatony, L., 2002)27. Sundberg
reported that Indian girls perceived their families as significantly more cohesive
than Indian boys; however, the absolute difference was not great. Sex
differences in decision making were also found to be stronger in India than in
America.
IMPACT OF CONSUMER PERCEPTION ON BUYING BEHAVIOR FOR

DESIGNER JEWELLERY IN INDIA
In India, it was always the trusted family goldsmith to whom all jewelry designing
and making was entrusted. Besides, in India, jewelry has always been an
investment first and an ornament second. A label for a jewelry piece was
unheard of decades ago. It was the family run jewelry stores who dictated the
designs or the karigar (designer) who was willing to make a copy from a
photograph in a magazine. One of the first branded jewelry names was Estelle
from Europe, which was brought to India with a factory in Hyderabad making 14
33
and 18-carat jewelry. The designs were as per the parent company in the West
and the concept of branding jewelry was quite unique in the country (Park, C. S.,
& Srinivasan, V., 1994)23.
In the nineties a new change was perceived as the large industrial giant Tata
eyed the jewelry market with newfound interest. They produced Tanishq jewelry
with western designs and an affordable price tag, along with the Tata stamp of
reliability. The launch of Tanishq spawned a trail of branded jewelry that blitzed
the Indian market both from abroad and within the country. The Ravissant label
brought in Cartier, Beautiful Boulevard displayed Tiffany and Paloma Picasso. In
came Marina B, Chopard, Piaget, Dianoor, Gold Master and many more to woo
the jewelry crazy Indian buyers (Urde, M., 2003)34
The branding of jewelry also encouraged exporters of gold ornaments to move

into the local market with their design expertise and manufacturing skills. Gitanjali
Jewels, one of the largest exporters of diamond jewelry, launched the Gili brand
with a new concept, selling not only through the leading department stores but
also by mail order catalog that made it possible for everyone all over the country
to order their jewelry. The latest brand name to enter the market is an offshoot of
the traditional house of Tribhuvandas Bhimji Zaveri also popularly known as TBZ.
Indian jewelry has now acquired a new image. Brands are launching periodic
collections for each season.
34
IMPACT OF CONSUMER PERCEPTION ON BUYING BEHAVIOR FOR

FOOTWEAR IN INDIA
Although the human foot has remained unchanged for thousands of years, what
people have worn on their feet shows incredible diversity. It is in this diversity that
some of the most interesting aspects of culture are revealed.
Footwear consists of garments worn on the feet, for protection against the
environment, and adornment. Socks and other hosiery are worn between the feet
and the footwear, except for sandals and flip flops. The oldest known footwear
was discovered in Fort Rock Cave in the U.S. state of Oregon; radiocarbon
dating of these sandals woven from sagebrush bark indicates an age of least
10,000 years. Footwear is estimated to have started its long history of human
use during the Ice Age some 5 million years ago. Unkind weather conditions are
said to have created the necessity for footwear (Bombeck, E, 1985)51
The later Greek and Roman cultures developed distinctly different styles of
footwear according to the gender and social position of the wearer. Some of the
names for different styles of footwear which were part of the classical vocabulary
have come down to us today, such as sandalium (sandal), solea (sole), and
soccus (sock) (Bombeck, E, 1985)51
Feet and shoes hold a special place in religious and social life. As many people
go barefoot most of the time in India, the shoe was associated with special
35
occasions and high status. Only in the colder regions, such as Kashmir, Nepal
and Bhutan, are boots or shoes required for warmth and protection. Within the
confines of the geographical region, the religion, social status, and sex of the
wearer, Indian footwear shows an enormous diversity in styles and materials.
These range from simple leather thong sandals, or chappals, to ceremonial
padukas or toe-knob sandals made of silver, iron, and even ivory (Urde, M.,
1999)33
CONSUMERS` PERCEPTION AND THEIR ECONOMIC BACKGROUND

The target audience plays a very important role in the success of the product.
The markets today are overflowing with multiple choices but the consumer takes
his pick according to his financial capacity. The size of the dent in his pocket
makes him prioritize his needs. For example: In spite of there being number of
shampoos in the market, an average middle class family chooses to buy sunsilk
because it fits into their monthly budget. However the key word here is necessity
over want (Jones, B., 1996)39. In comparison, a more well off family would use a
better brand because end result is of more importance to them. So the point to
be noted is that the brand preference depends on the monetary capability of the
consumer. Usually a product and its brand image also signify the social status of
its consumer (Jones, B., 1996)39.
For the second year, high net-worth consumers rated Leiber the most prestigious
luxury handbag brand in the 2009 Luxury Brand Status Index (LBSI) survey from
36
the independent New York City-based Luxury Institute. Respondents who would
recommend Leiber say, "They are works of art," are "very unique and collectible,"
and "can be passed down through the years." Hermes and Tod's tied for second,
Jimmy Choo was rated third.
"As high net-worth consumers become more discerning about their investments
in luxury goods, the coveted luxury handbag category players are raising the bar
in uniqueness, exclusivity and artistic value to satisfy consumer demand for true
luxury," said Milton Pedraza, CEO of the Luxury Institute. "The Judith Leiber
brand is rated as much for being a work of art as it is rated a luxury by the only
pundits who count -- wealthy consumers who can buy the brands. Our impartial
surveys are based on the principle that highly educated; discerning luxury
consumers
have
the
ultimate
expertise
and
trustworthiness
in
luxury
consumption. The Luxury Institute conducts its research with independent

panels, and uses third party analytical firms to tabulate the results so that the true
voice of luxury consumers is amplified for the benefit of their peers and industry
executives alike." (Barry Berman and Joel R. Evans, 2007)43
CONSUMER PERCEPTION AND ADVERTISING

Marketing is defined as an activity an organization engages in to facilitate an
exchange between itself and its customers/clients. Advertising is one type of
marketing activity. Advertising is a type of marketing activity central to the
marketing of the US food supply. The US food system is the second largest
37
advertiser in the American economy (the first being the automotive industry) and
is a leading buyer of television, newspaper, magazine, billboard, & radio
advertisements (Vignali, C., Gomez, E. Vignali, M. and Vranesevic, T., 2001)41.
The reasons that the food advertising market is so large include the following:
1) Food captures 12.5% of US consumer spending and so there is vigorous
competition, 2) Food is a repeat-purchase item and consumers' views can
change quickly. 3) Food is one of the most highly branded items, which lends
itself to major advertising. Over 80% of US grocery products are branded.
Advertising expenditures for US food products were $7.3 billion in 1999. ( Vignali,
C., Gomez, E. Vignali, M. and Vranesevic, T., 2001)41.
The heavy marketing directed towards youth, especially young children, appears
to
be
driven
largely
by
the
desire
to
develop
and
build
brand
awareness/recognition, brand preference and brand loyalty. Marketers believe

that brand preference begins before purchase behavior does. Brand preference
in children appears to be related to two major factors: 1) children's positive
experiences with a brand, and 2) parents liking that brand. Thus, marketers are
intensifying their efforts to develop brand relationships with young consumers,
beginning when they are toddlers. Marketers know that toddlers and preschool
children have considerable purchase influence and can successfully negotiate
purchases through what marketers term the "nag factor" or "pester power" (Punit
Purohit, 2007)44.
38
The facebook example, as given below, discusses the issue of advertisement

with brand preference and individual consumer tastes. Facebook has
implemented a program wherein they would advertise products with messages
from individual facebook users, the policy being to only send in a message
promoting the product to a person from a friend. This can be termed as brand
promotion as such a message displays the preference of that particular brand by
the friend and as people are most influenced by their friends, they can help in
promoting the product in question. It is interesting to note that this kind of
advertisement might tend to violate the privacy rights of individuals on facebook
as they would be used without written consent to advertise products but at the
same time its a strong way to promote a brand.
Mark Zuckerberg, Facebooks founder, discussed his companys social

advertising plan with marketers in New York. Facebook.com is a social
networking site that lets people accumulate friends and share preferences and
play games with them. Each member creates a home page where he or she can
post photographs, likes and dislikes and updates about their activities.
In a twist on word-of-mouth marketing, Facebook began selling ads that display

peoples profile photos next to commercial messages that are shown to their
friends about items they purchased or registered an opinion about. For example,
going forward, a Facebook user who rents a movie on Blockbuster.com will be
asked if he would like to have his movie choice broadcast out to all his friends on
39
Facebook. And those friends would have no choice but to receive that movie
message, along with an ad from Blockbuster (Marchetti, Michele, 2006)98.
CONSUMER PERCEPTION AND SALES PROMOTION

Sales Promotion refers to short term incentives to encourage purchase or sale of
a product or a service. It is estimated that in consumer packaged goods
industries, 74% of marketing expenditures is made on sales promotion. Following
are the tools of sales promotion:
1. Consumer tools:
Samples, coupons, cash refunds, price packs, premiums, advertising
specialties, patronage rewards, point of purchase displays and materials,
contests sweepstakes
2. Trade promotions: discounts, allowance, push money, specialty advertising
items, business promotions, convention and trade shows, sales contests
3. Public relations: building up a good corporate image, handling unfavourable
rumours, press relations, product publicity, public affairs, lobbying, investor
relations, news, speeches, special events, mobile marketing, published
materials, website public service activities
(Kotler, Philip, Neil Rackham, and Suj Krishnaswamy, 2006)99
CONSUMER PERCEPTION & VISUAL MERCHANDISING

Visual means serving, resulting from, or pertaining to the sense of sight, capable
40
of being seen by the eye, optical, having the nature of or producing a image in
the mind. Merchandising means to promote the sale of, as by advertising or
display. (Bloch, P. H., Brunel, F. F., & Arnold, T. J., 2003)5.
Visual Merchandising includes combining products, environments, and spaces

into a stimulating and engaging display to encourage the sale of a product or
service. It has become such an important element in retailing that a team effort
involving the senior management, architects, merchandising managers, buyers,
the visual merchandising director, designers, and staff is needed. Visual
merchandising starts with the store building itself. The management then decides
on the store design to reflect the products the store is going to sell and how to
create a warm, friendly, and approachable atmosphere for its potential customers
(Keller, K.L., 2003)20
There are eight key components of store design and visual merchandising:
Image, Layout, Merchandise presentation, Signing and graphics, Display,
Lighting, Floor, ceiling, fixtures and walls, Peripherals colors, music and video,
smell and cleanliness
Tools of Visual Merchandising: Windows, Focal point, High point, Promotional
tables, Signages (Bloch, P. H., Brunel, F. F., & Arnold, T. J., 2003)5
41
ROLE OF VISUAL MERCHANDISING ON CONSUMER BUYING BEHAVIOR

Retail professionals display to make the shopping experience more comfortable,
convenient and customer friendly by:
Making it easier for the shopper to locate the desired category and
merchandise.
Making it easier for the shopper to self-select.
Making it possible for the shopper to co-ordinate & accessorize.
Informing about the latest fashion trends by highlighting them at strategic

locations.
INFLUENCE OF VISUAL MERCHANDISING ON CONSUMER BUYING

BEHAVIOR
Consumer expects to spend less time for shopping and prefers one step multi
brand retail formats and hence significance of visual merchandising is on
increase. As per the opinion of Hemendra Mathur, senior consultant of KSA
technopak based on the third annual consumer outlook study that the consumer
is getting time saved and the time spent on shopping (both grocery and non
grocery) has come down. Further the study reveals that visual merchandising
helps in the increase of impulse buying.
Market analysts feel that most companies are unfortunately not spending as
much time and money as they should on POS (point of sales) visual
42
merchandising as a strategic tool for brand building, indiscriminately "displaying

everything rather than displaying selectively and effectively to assist consumer in
taking decisions. Visual merchandising is silent selling, it helps in increase of
sales and projecting a required a brand image to the target audience.
STATUS OF VISUAL MERCHANDISING IN INDIA

Unlike the western countries, where Visual merchandising receives highest
priority in commercial planning of a product, the Indian industry understands and
practice of the concept of Visual merchandising is inadequate. With phasing out
of quantitative restrictions after the year 2004, the textile industry will have to
compete purely on the competitive edge of the products and Visual
merchandising will be a helpful tool in projecting the uniqueness of the products
and thereby increasing the market access and sales. It is high time that the
Indian textile and clothing industry, therefore, understands and adopts the
scientific and professional system of Visual merchandising rather than the
traditional practices of display of products and communication (McCracken, G.,
1986)21
ROLE OF PRICING IN CREATING CONSUMER PERCEPTION

Price sensitivity is an important aspect in the market today, as an average
consumer would definitely prefer a product that is cheaper than a product which
is above his budget. Although brand image comes into picture, but its the money
quotient that plays the key factor in the consumer behavior. It is the pricing of the
43
product that influences the consumer to go ahead and pick up a product that he
desires (Richins, M. L., & Dawson, S, 1992)25
Choices made by consumers new to a market are driven by two competing

forces: consumers desire to collect information about alternatives and their
aversion to trying risky ones. These forces give rise to three stages of
purchasing: an information collection stage that focuses initially on low-risk, big
brand names; a stage in which information collection continues but is extended to
lesser-known brands; and a stage of information consolidation leading to
preference for the brands that provide the greatest utility. The authors use a
logic-mixture model with time-varying parameters to capture the choice dynamics
of different consumer segments. The results show the importance of accounting
for product experience and learning when studying the dynamic choice
processes of consumers new to a market. Insights from this study can help
marketers tailor their marketing activities as consumers gain purchasing
experience (SimQes, C. & Dibb, S., 2001)28
A consumer has his own framework in his mind. He tries a new product keeping
in mind two factors
The consumers desire to collect information about alternatives
Their aversion to trying risky ones.
44
Thus when a consumer is new to the market he will definitely want to try out new
products, which means risking and the other factor involves the information that
he has collected from the market which lead to his brand preference. After
experiencing different products only then will he be choosing a brand as per his
want and preference (Snyder, M., & Gangestad, S., 1986) 29
IMPORTANCE OF PRICING IN CONSUMER BUYING BEHAVIOR

When marketers talk about what they do as part of their responsibilities for
marketing products, the tasks associated with setting price are often not at the
top of the list. Marketers are much more likely to discuss their activities related to
promotion, product development, market research and other tasks that are
viewed as the more interesting and exciting parts of the job. (Reda, Susan,
2001)118
Yet pricing decisions can have important consequences for the marketing
organization and the attention given by the marketer to pricing is just as
important as the attention given to more recognizable marketing activities.
ROLE OF BRAND PREFERENCE AND BRAND IMAGE IN CONSUMER

PERCEPTION
People begin to develop perception at an early age. Various products exists in a
market and consumers have a wide variety to choose from. Substitutes exist in
45
large numbers. This is where brand preferance comes into play along with brand
image (Shapiro, Benson, 2002)100
Comparatives are used between different brands to increase their sales or brand
preference. This is because of various strategies pre decided and plans by the
company. Pricing, promotional deals and product availability all have tremendous
impact on the position of your brand in the consumers preference set. It takes
time, however, and constant reevaluation to build positive perception which inturn
leads to brand preference. (Neuborne, Ellen, 2003)102
INFLUENCE OF BRAND NAME ON CONSUMER BUYING BEHAVIOUR

In the present developing and modern day world, consumerism has dominated
all the aspects of life. The life in the society follows the pattern of the capitalist
culture where the human values have a different measure, you are known by
what you have not by what you are. This naturally leads to the life in a society
where everyone wants to have a unique place in the society, by possessing the
things which sets them apart from the rest of people in the society. In present
society and living way, the Brands not only represent the symbol of the company
or product but to a larger extent define the general life of a person. What the
person uses can reflect his taste of life, his status in the society, his economic
background and many other things. This makes a deep connection between the
company and its brand, with the consumer. In this two way relation both are
46
dependent on each other for various different reasons (Blatberg, Robert, Gary
Getz, Jacquelyn Thomas, and Loan M. Steinauer, 2002)116
In todays time customers are very deeply connected to the brands. When they
purchase any product like a car, mobile, items of daily need, brand name
influence the consumers choice. Some customers purchase the specific branded
things just due to the brand name. Customers believe that brand name is a
symbol of quality. I found this interesting and wanted to find out whether brand
name influences the consumer choice when they go for purchasing any product. I
chose to for the specific product because this is one of the products which got my
attention because of many reasons. Initially the car production was dominated by
few companies and one or two countries. With the time, the market started to
grow and once considered to be luxurious commodity, cars became a need
rather than a choice. This increased the demand and with that many more
companies entered the arena to have their share of profit and exploit the growing
market. This made the companies to put more efforts and money to creating
brand awareness of their product (Subramaniam, M., Venkatraman, N., 2001)74
INFLUENCE OF BRAND AMBASSODORS ON CONSUMER PERCEPTION

When you recognise a chocolate bar as Dairy Milk and noodles as Maggi, you
have made a contribution to a brand managers success by recognising the
brands name that represents the product. If you can build a powerful brand, you
will have a powerful marketing program. If you cant then all the advertising,
47
fancy packaging, sales promotion and public relations in the world wont help you
achieve your objective. (Aronson, E., Wilson, T.D. and Akert, R.M., 2005)76
The very first thing that strikes our mind when we hear the word fast food is
either a pizza from Pizza Hut, burger from McDonalds. The same thing happens
when we think of toothpaste, the first thing that strikes our mind is the brand
Colgate or in soft drink as Coca- cola. These brand names are just fitted in our
minds dictionary to represent the product itself; this is the basic goal where the
brand management concept works.
Brand management consultant, Mr. Ritvik Motwani says, There is tough

competition in the market nowadays, so if a particular brand has to survive in the
market, it should be designed, packed and presented in such a way that a
product carves a permanent niche in the consumers mind. Brand management
is all about furnishing innovative and creating effective strategies and marketing
techniques which may create a standing for the product during fierce market
competition (Gupta, Monica, 2007)46
According to Mr. Ashish Bhasin, Director- IMAG Lintas, Brand management

begins with the conceptualisation of any product; it requires teamwork with a
perfect marketing plan that aims at a typical consumer segment. Besides this, we
conduct a market survey in advance to get consumer reactions. Next, we
establish brand identity in the market by communicating directly with the
48
consumers on how the brand would satisfy them in terms of their requirements.
This process is then developed with assertive promotions and campaigning using
various media and non-media platforms. (Dwarika Prasad and Gandhi, Amrita
V., 2007)53
Brand management requires planning, developing, and directing marketing

strategies. It includes refining the brands quintessence; as a brand manager one
should first identify the competitors brand building strategies and should be smart
enough to face potential threats by the competitors before launching your
companys product (Erdem, Oumlil and Tuncalp , 1999)66.
BRAND ORIENTATION
The most important aspect behind the increased interest in strong brands is the
accelerating pace of globalisation. This has resulted in an ever-tougher
competitive situation on many markets. Product superiority is in itself no longer
sufficient to guarantee its success. Brand orientation refers to the degree to
which the organisation values brands and its practices are oriented towards
building brand capabilities (Mukherjee A and Nishita Patel, 2005)59.
INFLUENCE OF BY BRAND AMBASSADORS ON DEVELOPING CONSUMER

BUYING BEHAVIOUR
According to Pooja Jain, Director, Luxor Writing Instruments Ltd (LWIL), Brand
endorsement is a way to get your brand noticed in the market. Brand
49
endorsement is possibly the best way to get the awareness rating of your brand
up there in the stratosphere of a clutter-free terrain, and it totally depends on the
celebrity whom you are appointing as brand ambassador for your brand. When
we made Mr. Bachchan the brand ambassador for Parker the sales automatically
went up 30 per cent. Luxor Writing Instruments Ltd has now renewed Mr.
Bachchans contract and increased its annual ad spend by 30 per cent to touch
Rs 10 crore this year. Parker now accounts for 40 per cent of our turnover, at Rs
150 crore (Sethi, R., Smith, D.C., Park, C.W., 2001)73.
R. B. Balki, Executive Creative Director, Lowe, says, Today corporations believe

that celebrity endorsements are the easy way to create awareness for a
particular brand in the mind of the consumer. It also depends on how well or how
badly a brand uses the celebrity. Sometimes, a good brand uses a celebrity
ineffectively, and there are times when a smaller brand does extremely well with
good use of a celebrity endorser. It is not that the consumer gets tired or
confused about the same star endorsing various products. If an ad film is told
well with a differentiated story, it works. Or sometimes it doesnt.
BRAND AND ETHICS- ITS INFLUENCE ON CONSUMER PERCEPTION

Elaine Giles, research executive, TNS World panel Fashion, said: With the
recent bad publicity surrounding the factory conditions employed by some of the
UKs leading clothing retailers, ethical fashion is high on the consumer agenda.
Over the past few years we have watched consumers flock to the cheapest
50
outlets on the high street, but increasing awareness of the potential cost to
humanity for these bargains is hitting home. Some 7.1 million consumers say
ethical issues are important to them but feel availability of such items is poor.
This
creates
great
potential
market
for
the
clothes
industry
(Bombeck, E., 1985)51.
Nearly half (45%) of Britains consumers do not believe the claims made by high
street fashion stores about their ethical credentials, according to the latest
findings from TNS World panel Fashion. Despite this skepticism towards
retailers, TNS saw a significant rise in the number of shoppers appreciating the
importance of ethical production in its annual ethical clothes report some 28.4
million consumers felt ethics were an important factor in their choice of clothing
and footwear, equivalent to 59% of the population.
(Pitts. R. E., & Woodside, A. G., 1983)24
Young consumers tend to be less cynical about retailers ethical claims, with only
34% doubting the legitimacy of ethical practices. However, under 25s are also
the least likely to buy ethical fashion; whilst a significant 54% claim its important
to them in theory, 6 in 10 admit they buy the clothes they want without caring
how they are produced. Consumers aged over 55 are the most likely to consider
ethical issues before purchasing, as well as being the most skeptical about
claimed ethics, some 34% of older consumers will look at the country of origin
before buying clothes (Sochis, George P., 1985)90
51
Ethical issues are more critical to women than men: 63% of women say its an
important consideration compared to 54% of men. In addition, women are more
likely to be attracted to stores that promote ethical clothing and 32% of women
say there are clothing brands or retailers they would never buy for ethical
reasons. Consumers believe the most significant factor for an item to be
considered ethical is that no sweatshops or child labor were involved in the
production, with 70% of consumers saying this was very important. A fair price
paid to the producer and no environmental damage caused were the second
and third most important factors respectively. Shoppers rate the use of organic
materials to be the least important factor in ethical wear, with just 15% of
consumers saying this was very important (Kahle, L. R., 1983)19
52
CHAPTER 3
STATEMENT OF PROBLEM, OBJECTIVES, HYPOTHESIS,
STATEMENT OF PROBLEM
Consumers perception towards apparels can be viewed as an outcome that
takes into account the cultural aspects as well as changes in preferences and
tastes. The relationship between characteristics of both consumers and brands
are becoming increasingly important marketing problems, particularly with
characteristics such as materialism being a strong driver of acquiring and
consuming specific types of brands. As such, this study focuses on examining
the relationships between consumer characteristics, including gender, nationality
and level of materialism with brand perception. Here it is stated that higher the
preference for the brand, higher is the positive consumer perception which in turn
reflects positive buying behavior. Purchase intention is explained with several
variables:
1. Normative interpersonal influence,
2. Brand consciousness,
3. Perceived quality, and
4. Emotional value.
Consumers perceive brands as providing both emotional benefits (e.g. display of

status, wealth and prestige) and utilitarian benefits (e.g. quality and low price).
53
Their brand perception may influence their intention to purchase the brand. The
present study aims to determine the factors affecting Indian consumers' purchase
intentions toward branded apparel that is available in their national market.
Apparel retail sector is a booming sector in present scenario. In the A type city
like Mumbai more consumers prefer branded apparels. However, considering
price factor and socio-cultural preferences as a determinant of the choices
customer make during buying, this study is designed to understand the changing
trend in the present apparel retail sector. The study is a pioneer study in the field
of fashion as the literature available in this field is scanty. It will provide the
demographic variation of the consumers for making choices for branded apparel.
Also it will give an idea for the relationship between style and fashion being an
indicator of personal satisfaction of the consumers.
Today, Consumer behavior has become increasingly a part of strategic planning

for the future investment and growth of any industry. Retail industry or precisely
to say apparel industry is no exception. Being most impulsive sector, apparel
industry relies most on brand management and consumer perception for the
brand. Although many national and international branded apparel companies are
now playing in the market. Still the consumers for branded apparels are limited
to higher section of the society. A process of penetration among upper middle
class and middle class i.e. service sector of the society has started and more
54
consumers now prefer branded apparels. Advertising and other brand

management strategies has a significant role in the shift of paradigm.
With the rise in per capita income of the country, the quality of life is improving
day by day. Apart from the basic amenities like food, water and shelter, people
have now started thinking of the excellence of things they are subscribing thus
becoming more and more brand conscious. They relate it with their personal
achievements and personal satisfaction. Cost and Advertisement has an
important role to play in this context. Now the question is with branded retailers
on a rampage, who are the consumers i.e. which section of the society is
showing a growth in the change of choices? What are the factors that affect the
purchasing power of a consumer? How these choices vary along with age and
gender? How far are these changing trends going to affect the economy of the
country? This is a contemporary issue and need an in-depth inquiry of the
subject. Present research is designed to delve into some of these issues so as to
contribute the retail apparel sector with some data to make further decisions.
OBJECTIVES OF THE STUDY

In the background of the discussions made above, the objectives of the present
thesis may be summarized as under:
1. To study the consumer perception for branded/ unbranded Apparel.
2. To study the socio economic demography of the potential buyers of branded
apparel.
55
3. To study the effect of pricing on the purchasing power of the consumers for
branded apparels.
4. To understand the association between culture and consumer perception.
5. To study the impact of advertising on consumer perception.
Here it is stated that the preference for the brand, higher is the positive consumer
perception which in turn reflects positive buying behavior.
HYPOTHESIS OF THE STUDY

To pursue the proposed study, the following hypotheses are framed and their
validity is tested through research techniques:
H01: Males do not prefer branded apparel more than female buyers.
H11: Males prefer branded apparel more than female buyers.
H02: Socio economic and cultural background of consumers does not have
any impact on their perception.
H22: Socio economic and cultural background of consumers has an impact

on their perception.
H03: Advertising and Sales Promotion does not have influence on Consumer
Perception.

Perception.
H04: Price of branded apparel does not inhibit potential consumers from
purchasing.
56
H44: Price of branded apparel inhibits potential consumers from purchasing.
H05: There is no association between brand image and personal satisfaction.
H55: There is an association between brand image and personal satisfaction.
SERIAL NO.
1
NULL HYPOTHESIS
Males do not prefer branded Males

apparel
more
than
branded
buyers.
Socio economic and cultural Socio economic and cultural

background
consumers background
of
does not have any impact

their perception.
3
prefer
female apparel more than female
buyers.
2
ALTERNATE HYPOTHESIS
Advertising
on has
an
of consumers
impact
on
their
perception.
and
Promotion
does
influence
on
Sales Advertising
not
and
Sales
have Promotion has an influence
Consumer on Consumer Perception
Perception
4
Price of branded apparel does Price of branded apparel

not inhibit potential consumers inhibits potential consumers
from purchasing.
There
between
is
no
brand
from purchasing.
association There
image
is
an
association
and between brand image and

57
To get a clear understanding of role of different marketing strategies in creating a
brand and finally leading to purchase behavior, the following determinants have
been studied in detail:
1. Advertising of the brand
2. Sales Promotion for the brand
3. Price of the brand
4. Image of the brand
All these factors including consumer perception have been studied with respect
to various demographic factors such as:
1. Age
2. Gender
3. Education
4. Monthly family income
5. Place of stay
DATA COLLECTION
The study is designed to collect the perception of consumers who would be
stepping out of the retail stores of branded and unbranded apparels. The data
has been collected through questionnaire. The study has been conducted in
major markets in five major cities of India viz:
58
1. Linking Road, Bandra, Mumbai

2. Abids Market, Hyderabad
3. Hazratganj, Lucknow
4. Ashok Raj Path, Patna
5. New Market, Bhopal
LINKING ROAD, BANDRA, MUMBAI

Linking Road is a road which extends from Bandra Talkies to Shanti Ashram,
Borivali in Mumbai. It is famous for its shopping. Many people come from all over
Mumbai and outside to shop on Linking Road. One can find everything from
international brands to clever fakes to cheap Chinese goods here. There is a mix
of departmental stores, brand outlets, street-side carts and regular shops that sell
mainly clothes and accessories. One can also find many restaurants and cafes
dotted along the miles long stretch of this road. Though its official name has been
Vitthalbhai Patel Marg for a very long time, everyone in Mumbai still prefers to
call it Linking Road. The first 50 metres to the left is completely filled with little
stalls selling ladies' shoes. Also on the same route are the stores: Scandal being
the first on the right, then Metro, Adidas, etc among many others and clothes
shops like Van Heusen. The first of 3 Adidas shoe shops is located here. Also,
there are the Fila, Proline & Raymond showrooms. Beyond this, located are the
Nike, Reebok showroom, Mufti showroom, Dockers showroom , Axis bank,
Standard Chartered Bank, Louis Philippe, Citibank, Wills Lifestyle, Deutsche
59
Bank, a large Bennetton showroom, GKB Opticals spectacles show-room, an

OSIM showroom, Lewis, Spykar etc.
ABIDS MARKET, HYDERABAD
Abids or Abid Shop is a major commercial center in Hyderabad. Abids is well
known as the oldest and famous business area of Hyderabad. The area had a
shop belonging to Albert Abid, a Jewish valet of Nizam VI of Hyderabad state,
hence the area came to be known as Abid shop. A wide variety of businesses
are located here. Today the whole area is one of the main shopping area and is
known as Abid Road. Major businesses are textiles/clothing malls such as the
Brand Factory, hotels, jewellery, and footwear stores such as the Hollywood etc.
The area is a major business hub and has lots of hotels for travelers interested in
the businesses that serve Hyderabad and several government departments. The
area has shops for sarees, jewelry, and other special souvenirs. The area is ideal
for shopping for women clothing, accessories, shoes and custom tailoring.
HAZRATGANJ, LUCKNOW
Hazratganj market is one among the popular shopping areas in the city that
reflects a classy look with lots of high class shops. Almost all major consumer
merchandises in India have their outlets in Hazratganj. From automotives to
antiques to jewellery stores, this market puts forth full of options before the
shopper. One can find an array of Handloom houses that sells Lucknow Chikan
material along with other hand made articles. The British Council Library, Wave,
PVR movie theaters, Fun Cinemas and Sahara Ganj are the major crowd pullers
in the market. Shopping buffs can cherish a good enjoyable time in purchasing
60
various things and while on shopping shed your inhibitions and try to be a good
bargainer. A place where numerous textiles and food courts and other complexes
where one would be provided with almost everything under a single roof is a
worthy for a stride.
ASHOK RAJ PATH, PATNA

The 'hub' of the new Patna is at Gandhi Maidan. The main market area is Ashok
Raj Path which starts from Gandhi Maidan and Dak Bungalow Crossing and
Bailey Road besides Frazer Road, Exhibition Road, Boring Road, and Boring
Canal Road that offer some of the most swanky shopping experiences in the city.
NEW MARKET, BHOPAL
New Market is in the heart of the capital and in just a circle of less than 1 sq km,
it has hundreds of shops that sell pin to aeroplane, as the idiom goes. One can
stand for hours at the Top N Town and watch the world around. One can have
food at Hakeem, a great non-veg hotel where the real mughlai taste beckons
you. The bustling market, the subzi mandi, the huge temple and a big mosque all
make this tiny market a perfect place. Apart from this, one can get the pulse of
the city here. The shops in New Market include Classic Mens Wear, Zodiac
Shop, Madhya Bharat House and Mrignayani Emporium.
RESEARCH TOOL USED

The data has been collected through questionnaire. Data was collected from
1500 respondents, viz. 350 from Mumbai, 350 from Hyderabad, 300 from
61
Lucknow, 300 from Patna and 200 from Bhopal.
Final
number
of
filled
in
questionnaires which were valid was 1237 out of which 1200 questionnaires
were selected. These questionnaires were selected on random basis. The
number of valid filled in questionnaires selected for the study from various cities
are 288 from Mumbai, 276 from Hyderabad, 251 from Lucknow, 243 from Patna
and 142 from Bhopal.
The present research is designed to use quantitative data collection for

ascertaining the perception, views and attitudes of customers in apparel retail
sector. The demographic profile of the respondents includes age, gender and
socioeconomic background. After designing the questionnaire, a pilot testing
was conducted on a sample size of 100 respondents selecting the respondents
from each of the five places involved in research.
SAMPLING METHOD
Sampling method involved is Stratified random sampling method. It is a method
of sampling, which involves the division of a population into smaller groups,
known as strata based on their members sharing a specific attribute or
characteristic. A random sample from each stratum is taken, in a number
proportional to the stratum's size when compared to the population. In the
present study, the stratums are the five different markets chosen in five different
cities. In these markets, the respondents have been chosen on random basis.
62
DATA PROCESSING AND ANALYSIS

After the data collection, all the questionnaires were scrutinised to ensure,
accuracy and completeness and 1237 filled in questionnaires were finalised out
of which 1200 questionnaires were put for analysis and these were selected on
random basis. The data was entered in SPSS software package and analysed on
various demographic parameters through a method of cross tabulation. It was
further used to look into the association of various factors.
CASE STUDIES
Case studies lend themselves to both generating and testing hypotheses. With
this end in view, studies of various cases in the field of consumer perception and
product branding has been done in the present research work. Out of these case
studies, ten case studies were selected for presentation in this thesis (Annexure).
These ten case studies pertain to the most trusted and respected brands in the
field of apparel retailing and thus are most pertinent for writing in this thesis.
63
CHAPTER 4
PROFILE OF THE RESPONDENTS TO SEEK
IMPACT OF CONSUMER PERCEPTION
To get a clear understanding of role of different factors and marketing strategies
in creating a brand and finally effecting consumer perception and consumer
behaviour, various factors such as Advertising of the brand, Sales Promotion for
the brand, Price of the brand and Image of the brand have been studied with
respect to various demographic factors such as Age, Gender, Education, Monthly
family income and Place of stay of the respondents.
The data has been collected through questionnaire. The study has been
and Bhopal. Initially, data was collected from 1500 respondents. Final number of
filled in questionnaires which were valid was 1237 out of which 1200
questionnaires were selected. These questionnaires were selected on random
basis. The data was entered in SPSS software package and analysed on various
demographic parameters through a method of cross tabulation.
The data, thus collected, collated and analysed, has been presented in the
present thesis in tabular form in the Annexure. Corresponding Figures of
the respective Tables are given with the similar numbers in the Chapters
that follow from here.
64
Figure 1: Gender-wise composition of the respondents
Of the 1200 respondents studied, 639 were males and 561 were females, i.e.
53.25% of the respondents were male and 46.75% of the respondents were
female. During the stage of data collection itself, attempt was made to keep the
gender profile of the respondents such as to depict as close as possible the sex
ratio in India which is 933 females per 1000 males, i.e. nearly 48% of Indian
population consists of females and nearly 52% of Indians are male. Thus, the
present study is in line with sex ration in India and in that sense the present study
is gender neutral so far as Indian consumers are concerned. The respondents
came from all the strata in society, be it be students, housewives, self-emplyed,
government servants or people working in private corporate or non-corporate
sectors.
65
Figure 2: Age-wise composition of the respondents
As regards present study, the age profile of the respondents was divided into five
groups, viz. 15-20 years, 20-30 years, 30-40 years, 40-50 years and 50-above.
This distribution of age profile was chosen after a thorough review of the
literature on the subject matter. Thinking logically also, this distribution appears
appropriate as the fashion preferences are generally considered to be fluctuating
after nearly a span of 10 years. Also, fashion preferences are considered taking
their foot in ones life by the age of 15 years and the fashion preferences in
general are considered to be static above the age of 50 years. Of the 1200
respondents studied, nearly a quarter of the respondents belonged to the most
fashion conscious age group, i.e. 20-30 years followed by the age group of 30-40
years, which again is a very important age group as regards fashion
consciousness is concerned.
66
Figure 3: Qualification-wise composition of the respondents
In the above chart, SSC means class of X, HSC means class of XII, NPG means
non-professional graduates, NPPG means non-professional post-graduate and
above and PG means professional graduate and above. Since the data was
collected in very good and upcoming markets in the respective cities, it was quite
natural that all the respondents were having some bare minimum qualification as
a Graduate Degree. However, nearly 33% of the respondents were not
Graduates but this section, more often than not, consisted of students who are
still to complete their formal education. Naturally this college-goer section is very
fashion conscious and the respondents were in all probability more than 15 years
of age, so they were very important for the study. The Graduates consisted of
nearly 20% of the respondents and were generally housewives. The PostGraduates and the Professional Degree holders generally consisted of incomeearning class, whether male or female.
67
Figure 4: Income-wise composition of the respondents
The respondents were asked about the family income per month. The idea was
to identify them on the basis of purchasing power of the household as money is a
major factor which Indian consumers have been found to be sensitive about
while shopping for apparels. Due to increasing affluence in the Indian society,
majority of the respondents, i.e. 23% were found to belong to the segment of
more than Rs. 50,000 as their family income per month. In accordance with the
similar reasoning, the percentage of respondents decreased with the decrease in
family income per month. The segment having family income per month between
Rs. 10,000 to Rs. 20,000 had the lowest percentage of respondents, i.e. nearly
16%.
68
Figure 5: City-wise composition of the respondents
The study was done in five major markets in the five important Indian cities. The
study was planned in such a way that the total population of the respective cities
may have some bearing on the sample size of the present study. Accordingly,
initially, data was collected from 1500 respondents with segmentation of 350
from Mumbai, 350 from Hyderabad, 300 from Lucknow, 300 from Patna and 200
from Bhopal. After sorting out of invalid filled-in questionnaires, the final figure
was such that Mumbai comprised of 24% of the respondents, Hyderabad
comprised of 23% of the respondents, Lucknow comprised of nearly 21% of the
respondents, Patna comprised of nearly 20% of the respondents and Bhopal
comprised of nearly 12% of the respondents.
69
CHAPTER 5
INFLUENCE OF SOCIO ECONOMIC AND CULTURAL
BACKGROUND IN CREATING CONSUMER PERCEPTION
The apparel related events like fashion shows are promoted by the presence of
celebrities and socialites who actually contribute to the making of the particular
brand. In the events we generally notice that the people who are from higher
section of the society, are seated on the front rows of a fashion show or any
other big social event. Though sometimes the product does not necessarily fulfill
a need, they create desire and emotion. So these products are generally
preferred by this particular sect. Therefore brand preference occurs. Sociocultural variables like patriotism, ethnicity, socioeconomic status, father absence,
and family size play an important role in developing positive perception of the
consumers.
The markets today are overflowing with multiple choices but the consumer takes
his pick according to his financial capacity. The size of the dent in his pocket
makes him prioritize his needs. For example: Inspite of there being number of
shampoos in the market, an average middle class family chooses to buy sunsilk
because it fits into their monthly budget. Thus, brand preference depends on the
monetary capability of the consumer. Usually a product and its brand image also
signify the social status of its consumer.
70
Figure 6: While shopping for apparels, I prefer branded apparels than

unbranded apparels (Gender-wise analysis)
To begin with, the respondents were asked about their preference, indifference
or non preference for branded apparels while shopping for apparels. More than
80% of the respondents were found agreeing or strongly agreeing that while
shopping for apparels, they prefer branded apparels to unbranded apparels. It
has also been found that male respondents prefer branded apparels to
unbranded apparels more in comparison to the female respondents. However,
this difference is only of nearly 2%. As against this only nearly 15% of the
respondents do not prefer branded apparels than unbranded apparels. A very
insignificant percentage of respondents, i.e. nearly 1% of the respondents were
undecided whether they prefer or do not prefer branded apparels than unbranded
apparels.
71

unbranded apparels (Age-wise analysis)
The preference for branded apparels than unbranded apparels has also been
analysed agewise for the respondents. It is observed that the respondents in the
highest age group of 50 and above have the greatest preference for branded
apparels than unbranded apparels and this preference reduces with the
reduction in the age groups. This is quite logical as with the increase in age,
persons` liking for sophistication increases which is also accompanied with the
increase in purchasing power of the consumers with increase in age. In contrast,
the younger generation is more concerned about the fashion trends and the
iconic resemblances which often may not be possible to achieve with the
branded apparels. Thus, this younger generation has a lesser preference for
branded apparels than unbranded apparels as compared to the older generation.
72

unbranded apparels (Qualification-wise analysis)
As regards qualification wise analysis of preference for branded apparels than

unbranded apparels, it is observed that nearly 91% of the respondents in the
category of professional graduates and above have preference for branded
apparels than unbranded apparels, which again reduces with the reduction in
academic achievement of the respondents. Here again two reasons may be cited
for this observed behaviour of the respondents. Firstly, the age group to which
the respondents may belong may be the reason for such observation. As quoted
earlier, the respondents in the category of SSC and HSC are mostly students,
whereas the respondents in the other three categories are either housewives or
the working class. Secondly, as corollary to the first reason, the respondents in
the last three categories are generally grownups and earning class, therefore
they have the purchasing power for branded apparels.
73

unbranded apparels (Family Income-wise analysis)
Family income wise analysis of preference for branded apparels than unbranded
apparels shows very similar results. Higher the family income, higher is the
preference for branded apparels. While 74% of the respondents in the family
income category of Rs. 10000- Rs. 20000 prefer branded apparels than
unbranded apparels, this figure is 80% for the income category of Rs. 20000- Rs.
30000, 83% for the income category of Rs. 30000- Rs. 40000, 84% for the
income category of Rs. 40000- Rs. 50000 and 88% for the income category of
more than Rs. 50000. This is quite logical as greater the purchasing power,
greater is the ability to prefer branded apparels. Nevertheless, the consumers
across all the income categories prefer branded apparels in a far greater
proportion than unbranded apparels. This opens a floodgate of opportunities for
the apparel retail companies as they have a huge consumer base waiting to buy
their brands if their prices suit their pockets.
74
unbranded apparels (City-wise analysis)
In the city wise analysis of preference for branded apparels than unbranded
apparels, Mumbai has stolen the show. More than 90% of the respondents in
Mumbai prefer branded apparels than unbranded apparels. Quite similar is the
trend in Hyderabad. Lucknow is also not very far behind, though Patna has not
shown that much preference for branded apparels. However, Bhopal has given
very astonishing results where only a little more than half of the respondents
have shown preference for branded apparels. It may be cited here that Mumbai
is the fashion capital of the country and so preference for branded apparels.
Without doubt, the purchasing power of the respondents is much higher in
Mumbai than in Patna and Bhopal, thus the preference for branded apparels.
Also, the working class in Mumbai and Hyderabad are generally professionals
and also includes a good number of working women. This again may be the
reason for higher preference for branded apparels in Mumbai and Hyderabad.
75
Figure 11: While shopping for branded apparels, I have preference for a
specific brand (Gender-wise analysis)
The respondents were next asked whether, while shopping for branded apparels,
they have preference for a specific brand. In all nearly half of the respondents
have preference for a specific brand, while the other half are either indifferent or
they don`t have preference for a specific brand. Thus, as seen in figure 6, while
nearly 80% of the respondents have preference for branded apparels than
unbranded apparels, only 50% have preference for a specific brand. Thus, it may
be said that though the branded apparel industry may not have very big
competition from the unbranded apparel industry, the players within the branded
apparel industry face tough competition as a good number of consumers may
show fickle buying behaviour in shopping for branded apparels. It is also
observed that female respondents are more fickle as compared to male
respondents as regards preference for a specific brand is concerned while
shopping for branded apparels.
76
specific brand (Age-wise analysis)
The similar analysis as regards preference for a specific brand has been done
age wise. It is observed that the older generation is more specific about a
particular brand while shopping for branded apparels, whereas a very little
percentage of younger generation has such liking for a specific apparel brand.
This again is very logical considering the high fashion consciousness among the
younger generation and the degenerating fashion consciousness among the
older generation. In contrast, the middle aged people in the age group of 30 to 40
years are more logical in their choice for a specific apparel brand as nearly 50%
of such people do have preference for a specific brand, while the other half do
not have preference for a specific brand while shopping for branded apparels.
77
specific brand (Qualification-wise analysis)
In the qualification wise analysis of preference for a specific brand, it is observer

that nearly 76% of the respondents belonging to the category of professional
graduates prefer a specific brand, while a very little percentage of only 17% of
the respondents in the lowest qualification category prefer a specific brand. As
seen in figure 8, while 71% of the respondents in the SSC category prefer
branded apparels, only 17% of them have preference for a specific brand. This
poses both a challenge as well as an opportunity for those players who basically
deal into the ultra fashionable apparels for the youth. This behaviour of the
younger generation may have again the same reason that being the most fashion
conscious section of the society, they are more inclined towards acquiring the
latest trend in fashion and that makes them fickle towards preference for a
specific brand.
78
specific brand (Family Income-wise analysis)
With regard to family income wise analysis of preference for a specific apparel
brand, it is observer that greater the family income, greater is this preference for
a specific apparel brand. It is also observed that, as seen in figure 9, while nearly
74% of the respondents in the least income category of Rs. 10,000 to Rs. 20,000
prefer branded apparels than unbranded apparels, only 17% of respondents in
this category have preference for a specific brand. Thus, it may be said that this
category wants to have branded apparels in their wardrobe, still owing to
budgetary constraints they may not be able to show their preference for a
specific brand and may be buying that branded apparel which may not make a
dent in their pockets. In contrast, naturally enough, the well of section having
huge incomes may afford costly brands and therefore they show preference for a
specific brand, though a little costlier it may be.
79
Chart 15: While shopping for branded apparels, I have preference for a
specific brand (City-wise analysis)
Now for city wise analysis of preference for a specific brand, it was found that the
fashion capital of India i.e. Mumbai has the highest preference for specific
brands, whereas Bhopal has the least preference for specific brands. However, it
is also observed across the five cities that though people generally prefer
branded apparels than unbranded apparels, they are generally fickle for specific
brands. This again poses a challenge for the players in the branded apparel retail
sector. The players may not feel satisfied with good sales and revenues during
some quarters or years as this may not become a trend and even the loyal
consumers may switch their loyalty towards their preferred brands. There may be
a variety of reasons for such switching of the loyalties by the consumers, which
would be seen in the discussions which will follow.
80
Figure 16: My brand preference is influenced more by my self opinion

rather than the opinion of my family members (Gender-wise analysis)
The next question that was posed to the respondents pertains to influences
exerted by the family members in brand preference of the respondents. It has
been found that in only 50% of the cases, the brand preference of the
respondents is influenced by his/her self opinion rather than the opinion of his/her
family members. This is quite in line with the so called familial affiliations in the
Indian society. This is even more visible when we see that in case of female
respondents, only 43% are influenced by their self opinion rather than the opinion
of family members, whereas nearly 50% of the male respondents are influenced
more by the opinion of the family members rather than their self opinion. Here
naturally, as is thought, even in the purchase of apparels, the female section of
the society seeks a greater role for the husband, children and other family
members.
81

rather than the opinion of my family members (Age-wise analysis)
In the agewise analysis of the influences on brand preferences, it is observed

that the middle aged people in the age group of 30 to 40 years are the most
family oriented as regards their purchase of branded apparels is concerned. The
two extremes in the five age groups are observed to be most self centered as
regards their purchase of branded apparels is concerned. This behaviour may be
due to the fact that the middle aged people are new in their newly formed family
setup, i.e. wife and children, and so appear to have a greater affinity towards the
family members, which gets exhibited in their influence on brand preference
which is more by the family members than by self opinion. In contrast, the lowest
age group of 15 to 20 years is generally college goers who start giving more
importance to their self opinion and the opinion of their peer group and not to the
opinion of their family members. The highest age group of 50 years and above
are in such age bracket that family members may not be in a position to say
much as regards their brand preference is concerned
82

rather than the opinion of my family members (Qualification-wise analysis)
As regards qualification wise analysis of the influences on brand preferences, it is

observed that the most educated are most self centered and are influenced more
by their self opinion than by the opinion of their family members. In contrast, the
moderately educated and the matured category of non professional post
graduate and above are least influenced by their self opinion and most by the
opinion of their family members. Quite similar is the attitude of the least educated
class of SSC qualified respondents. This may be due to the fact that they are still
under the strict guidance and influence of their parents and so may not be able to
make their preference for brands in aloofness of the influence of their family
members. In contrast, just the next higher category of HSC qualifies
respondents, show self centeredness as regards the influence on their brand
preference. This again may be due to the fact that they are in such age bracket
that they consider their self opinion and the opinion of their peer group more
important.
83

rather than the opinion of my family members
(Family Income-wise analysis)
In the family income wise analysis of influence on brand preference, it is

observed that higher the income, higher is the self centric attitude and vice versa.
This again may have few reasons. As regards the highest income bracket of
more than Rs. 50,000 per month, the family has very good purchasing power and
each individual member in the family is in a position to ascertain his/her self
opinion with regard to purchase of his/her branded apparels. In contrast, the
families in the lowest income bracket of Rs. 10,000 to Rs. 20,000 have very less
disposable income in their hand and so the family as a group has to decide the
brand preference and so the role of self opinion is diminished. Also, as per the
Indian ethos, the more money makes a man selfish and the less money teaches
him to share the bonding with the society and the family.
84

rather than the opinion of my family members (City-wise analysis)
In the city wise analysis of influences on brand preference, it is observed that

Mumbaikars are most self centered and are followed by people from Hyderabad,
Lucknow, Patna and Bhopal, in that order. As is said, Mumbai is a place for
earning and spending. The people in Mumbai, therefore, are more concerned
with their earning and spending and so give less importance to opinion of family
members. Also, there is a huge migrated population in Mumbai, which is devoid
of any immediate family members at their place of stay. There is, therefore, not
much probability for the opinion of family members in such cases. Also, as is
said, the people from smaller cities are more family oriented in contrast with the
people from bigger cities like Mumbai and Hyderabad. However, this argument
may be largely open to the sociologists for their discussion as they may differ
widely on the subject.
85
Figure 21: My brand preference is also influenced demonstratively by my

peer group (Gender-wise analysis)
The next question posed to the respondents was how effectively their brand
preference was influenced demonstratively by their peer groups. In all, nearly
three quarters of the respondents agreed that their brand preference is
influenced demonstratively by their friends, colleagues, co workers, i.e. their peer
group. Here, the female respondents were a little ahead than their male
counterparts by difference of nearly 5%. As is supposed, females are more
concerned about their prestige and outlook as regards their apparels are
concerned. No doubt then, they try to keep up with the members of their peer
group and as such their apparel buying behaviour is influenced by their peer
group. As seen in figure 16, nearly half of the female respondents are influenced
by the opinion of their family members and now it is also seen that nearly 76%
are also influenced by their peer group.
86

peer group (Age-wise analysis)
As regards age wise analysis of the influence of peer group on brand preference
of the respondents, a clear trend is visible. Lesser is the age of the respondent,
greater is the influence of his/her peer group on the brand preference. This
behaviour of the respondents is quite natural. The younger generation is hyper
fashion conscious and for most part of the day likes to be in the company of
friends and classmates. With the increase in age this circle of friends and
colleagues gets narrower as the respondents become mature and have their
immediate family members to take care of. Also, with maturity, the respondents
gain confidence in their dressing sense and taste and so their dependence on
their peer group for their brand preference gets reduced.
87

peer group (Qualification-wise analysis)
Regarding qualification wise analysis of influence of the peer group on brand

preference of the respondents, it is seen that nearly three quarters of the
respondents in all but one segment say that their brand preference is influenced
demonstratively by their peer group. It is observed that the category of
professional graduates and above has a greater sense of confidence in their
preferences for apparel buying and that only 67% of the respondents in this
category agree on the influence of their peer group on their brand preference.
This segment of respondents has a greater amount of responsibilities at their
workplace which naturally increases their confidence level and which is visible in
their apparel buying behaviour also. As regards non professional graduates, post
graduates and above, they have a little less confidence on themselves and so
greater is the influence of peer group on their brand preference.
88

peer group (Family Income-wise analysis)
Family income wise analysis on the influence of peer group on the preference
was then made. Quite surprisingly, it is observed that in all but one categories,
greater the family income greater is the influence of the peer group. It may be
due to the fact that greater the income, greater is the capacity of the respondents
to replicate brand preference of their peer group which may also include the
people belonging to the higher strata of the income class. However, the last
group of family income more than Rs. 50,000 is very well of section of the society
which depends more on their own taste and preferences and are not that much
influenced by their peer group. However, it is also observer that even this group
has a greater influence of peer group on their brand preference as compared to
the lowest strata of income class i.e. Rs. 10,000 to Rs. 20,000. Naturally, the
lower purchasing power is the key factor.
89

peer group (City-wise analysis)
With regard to city wise analysis of influence of the peer group on brand
preference of the respondents, it is observed that greater the development of the
city, greater is the influence of peer group on brand preference for the
respondents. Mumbai is the fashion capital of the country and so its residents
cannot lag behind their friends and colleagues in keeping themselves in the most
fashionable apparels. As such, there is a race for fashion among Mumbaikars.
Also, Mumbaikars have better purchasing power than the other four cities and so
they can afford to be a part of the fashion race. In contrast, the residents of
Bhopal which has the least per capita income among the five cities are not that
rich enough and so cannot afford to copy the members of the peer group just for
the sake of it. Moreover, as sociologists say, the people in smaller cities have
satiable desires and so may not become part of the fashion race as was evident
among residents in Mumbai.
90
Figure 26: My reasons for the brand preference (Gender-wise analysis)
The next question before the respondents pertained to the reasons for their
apparel brand preference. The respondents were asked to rate four factors which
affect brand preference in a scale of 1 to 4. It is observed that good image of the
brand is by and large the most prominent factor for brand preference. This is
followed by good advertising for the brand, good sales for the brand and value for
money vis--vis price of the brand, in that order. It is further observed that the
same pattern of factors for brand preference is visible among male respondents.
However, female respondents exhibit nearly opposite order for these factors. For
them value for money vis--vis price of the brand is the most important factor for
brand preference which is followed by good sales promotion for the brand, good
image of the brand and good advertising for the brand in that order. Naturally
then, for male respondents, image is the most important factor, whereas for
female respondents, price of the apparel is most important factor.
91
Figure 27: My reasons for the brand preference (Age-wise analysis)
As regards age wise analysis of the reasons for brand preference, it is observed
that good advertising for the brand is the more important factor for the age group
of 15 to 20 years and the importance reduces with increase in age of the
respondents. Regarding good sales promotion for the brand, this factor is more
important for the middle aged groups of 20 to 30 years, 30 to 40 years and 40 to
50 years. The price of the apparel is more important for the matured age group of
30 to 40 years and the importance reduces with the increase or decrease in
ages. Good image of the brand has a very clear pattern and its importance
increases with increase in age. In all, for the lowest age group of 15 to 20 years,
advertising is the most important factor for brand preference, for 20 to 30 years
and 30 to 40 years, it is again advertising, for the senior age groups of 40 to 50
years and 50 years and above, it is good image of the brand.
92
Figure 28: My reasons for the brand preference (Qualification-wise analysis)
Regarding qualification wise analysis of the reasons for brand preference, it is

observer that lesser the qualification greater is the importance of advertising and
price of the apparel. In contrast, lesser is the qualification, lesser is the
importance of sales promotion and image of the brand. In another way, it is
observed that the youth comprising the students give more importance to
advertising and price of the brand. The average qualified non professional
graduates, post graduates and above give more importance to advertising and
sales promotion. Similarly, professional graduates also give more importance to
advertising and sale promotion. However, it is observed that by and large, across
all the academic categories, good image of the brand is most important factor for
brand preference. It is also observed that by and large, across most of the
academic categories, value for money vis--vis price of the brand is the least
important factor for brand preference.
93
Figure 29: My reasons for the brand preference (Family Income-wise analysis)
The reasons for brand preference were also analysed family income wise. It is
observed that greater is the family income, greater is the importance for
advertising and image of the brand. In contrast, lesser is the family income,
greater is the importance of sales promotion and price of the brand. In another
way it is observed that for the lowest family income groups of Rs. 10,000-Rs.
20,000 and Rs. 20,000-Rs. 30,000, sales promotion for the brand and price of
the brand play the most important factors. In contrast for the other three higher
income brackets, advertising for the brand and image of the brand are most
crucial factors. Thus, it may be said that for the companies bringing out the lower
range of apparels should focus more on the value of money for their products
and should try to rely more on good sales promotion techniques for the apparels.
In contrast, companies bringing out the higher range of apparels should focus
more on improving image of their brands through good advertising.
94
Figure 30: My reasons for the brand preference (City-wise analysis)
As regards city wise analysis of the reasons for brand preference it is observed
that the results are more or less in line with family income analysis as done in
figure 29. Except Bhopal, all the other four cities give more importance to
advertising and image of the brand. In contrast, Bhopal has more importance for
sales promotion and price of the brand. In all, among the five cities, good
advertising for the brand is given most importance by Mumbai. Among all the five
cities, good sales promotion for the brand is given most importance by Bhopal.
Among all the five cities price of the brand is given most importance again by
Bhopal. Among all the five cities, good image of the brand is given most
importance by Mumbai. An interesting observation is that Patna exhibits the most
balanced approach towards factors of brand preference. The city has given
nearly equal importance i.e. 25% to all the four factors of brand preference.
95
CHAPTER 6
INFLUENCE OF ADVERTISING
IN CREATING CONSUMER PERCEPTION
Marketing is defined as an activity an organization engages in to facilitate an

exchange between itself and its customers/clients. Advertising is one type of
marketing activity. Advertising is a type of marketing activity central to the
marketing of the US food supply. The US food system is the second largest
advertiser in the American economy (the first being the automotive industry) and
is a leading buyer of television, newspaper, magazine, billboard, and radio
advertisements.
The heavy marketing directed towards youth, especially young children, appears
to
be
driven
largely
by
the
desire
to
develop
and
build
brand
awareness/recognition, brand preference and brand loyalty. Marketers believe

that brand preference begins before purchase behavior does. Brand preference
in children appears to be related to two major factors: 1) children's positive
experiences with a brand, and 2) parents liking that brand. Thus, marketers are
intensifying their efforts to develop brand relationships with young consumers,
beginning when they are toddlers. Marketers know that toddlers and preschool
children have considerable purchase influence and can successfully negotiate
purchases through what marketers term the "nag factor" or "pester power".
96
Figure 31: My brand preference is effected by the advertising of the brand

(Gender-wise analysis)
As regards advertising, the respondents were asked about the effectiveness of

advertising of the brand on their brand preference. It is observed that nearly 25%
of the respondents have replied that advertising is extremely effective in brand
preference, another nearly 25% have replied that advertising is very effective in
brand preference and yet another nearly 25% have replied that advertising is
effective in brand preference. Nearly 20% of the respondents have replied that
advertising is somewhat effective in brand preference. Thus, in all, nearly 95% of
the respondents believe that advertising is an effective medium of creating brand
preference among consumers. Quite similar are the replies of both the male and
female respondents. However, a cursory look at the table 31 in the annexure
shows that male respondents are more effected by the advertising than their
female counterparts.
97

(Age-wise analysis)
Age wise analysis of the effectiveness of advertising on brand preference was

also done. It is observed that lesser the age of the respondents, greater is the
effectiveness of advertising on brand preference and this effectiveness reduces,
but not very much, with increase in age. Only nearly four percent of the
respondents in the three age groups of 15-20 years, 20-30 years and 30-40
years do not feel that advertising is very effective in creating brand preference.
As against this, nearly 5% of the respondents in the age group of 40-50 years
and nearly 8% of the respondents in the age group of 50 years and above do not
feel that advertising is very effective in creating brand preference. This analysis
clearly shows that higher the age group, higher is the adamancy of the
consumers as regards their brand preference and even good advertising may not
be that effective for the age group of 50 years and above.
98

(Qualification-wise analysis)
As regards qualification wise analysis of effectiveness of advertising on brand

preference, it is observer that lesser the academic achievement greater is the
effectiveness of advertising on brand preference. Nearly 4% of the respondents
in the category of SSC and HSC reply that advertising is not very effective
medium of creating brand preference. As against this, nearly 5% of the
respondents in the three higher categories of academic qualifications do not
believe that advertising is very effective in brand preference. However, it is
observed that this difference is only of nearly 1% and that nearly 95-96% of the
respondents in all the five categories of academic qualification believe in
effectiveness of advertising in creating brand preference. It is also observed that
the highest qualified professional graduates and above are most emphatic in
recognising the extreme effectiveness of advertising on brand preference.
99

Regarding family income wise analysis of effectiveness of advertising on brand

preference, it is observed that the higher the income level, higher is the
effectiveness of adverting on brand preference. Whereas, nearly 7% of the
respondents in the income bracket of Rs. 10,000-Rs. 20,000 believe that
advertising is not very effective medium of brand preference, this figure is nearly
5% of the respondents in the two next higher categories of Rs. 20,000 to Rs.
30,000 and Rs. 30,000- Rs. 40,000. Further this figure is only nearly 4% and 3%
for the income categories of Rs. 40,000-Rs. 50,000 and Rs. 50,000 and above,
respectively. The response of the various income categories is quite obvious.
The lower income categories cannot afford to prefer those brands whose
advertising expenditures are very high and therefore are a bit expensive. On the
other hand, the highest income class of Rs. 50,000 and above is more image
conscious and therefore prefer brands having good advertising.
100

(City-wise analysis)
As regards city wise analysis of the effectiveness of advertising on brand

preference, the results are quite as expected. The fashion capital of Mumbai
gives nearly 98% to the effectiveness of advertising on brand preference. This
figure is nearly 96% for Hyderabad, 95% for Lucknow and Patna and 91% for
Bhopal. Also, Mumbaikars are very emphatic in judging extreme effectiveness of
advertising on brand preference and this figure is nearly 35% in Mumbai. As
against this, this figure is only 7% in Bhopal. Not to say, the people in Bhopal are
more dependent on their income levels and their purchasing power and so do not
get that much lured by advertising of the brands. In contrast, Mumbaikars are
more involved in show-offs and therefore may be more lured by advertising as
compared to other four cities.
101
Figure 36: My brand preference is effected by the following media of

advertising (Gender-wise analysis)
The next question posed before the respondents pertained to the effectiveness of
five mediums of advertising on brand preference. These five mediums are, firstly,
outdoor advertising which includes billboard, signage, etc., secondly, print media,
thirdly, electronic meda, fourthly, web advertising and fifthly, SMS and telecalling.
The respondents were asked to rank the five mediums of advertising on a scale
of 1-5. It is observed that nearly a quarter of the respondents selected electronic
media as the most effective medium of advertising having bearing on brand
preference. This was followed by print media, outdoor advertising, SMS and
telecalling and web advertising, in that order. Quite similar trend was observed in
the replies by the female respondents. However, as regards male respondents, it
is observed that they have an equal liking for electronic media and print media
which is followed by outdoor advertising, web advertising and SMS and
telecalling, in that order.
102

advertising (Age-wise analysis)
Age wise analysis of the effectiveness of the five mediums of advertising on

brand preference has also been done. It is observed that the five mediums have
totally different effectiveness on brand preference of the five age groups. As
regards the youngest age group of 15-20 years, it is observed that the greatest
effectiveness is by electronic media followed by SMS and telecalling, web
advertising, print media and outdoor advertising. As regards the second category
of 20-30 years, the greatest effectiveness is by electronic media followed by SMS
and telecalling, print media, web advertising and outdoor advertising. The third
category of 30-40 years show greatest effectiveness by electronic media followed
by outdoor advertising, print media, SMS and telecalling and web advertising.
The highest two age categories show greatest preference for print media and
outdoor advertising and least by web advertising and SMS and telecalling.
103

advertising (Qualification-wise analysis)
For the qualification wise analysis, it is observed that the lowest academic
category of SSC and HSC have highest inclination for electronic media followed
by SMS and telecalling, web advertising, outdoor advertising and print media, in
that order. As regards the other three higher categories of academic qualification,
it is observed that the highest inclination is towards print media followed by
electronic media, outdoor advertising, SMS and telecalling and web advertising,
in that order. Thus, whereas the student population of SSC and HSC do not
consider print media important for brand preference, it is the most important
medium of advertising as regards the other three higher categories of academic
qualification. The results show that the life style of the younger generation and
also the older generation have great bearing on effectiveness of the respective
mediums of advertising in brand preference of consumers.
104

advertising (Family Income-wise analysis)
Regarding family income wise analysis of the effectiveness of the five mediums
of advertising on creation of brand preference, it is seen that while the lower
income groups have liking for outdoor advertising and print media, the higher
income groups prefer electronic media and SMS and telecalling. It is observed
that the income groups have basically liking for those mediums of advertising
which they can easily afford without making dent on their pockets. Thus, print
media is very much liked by the first three income groups, SMS and telecalling
are more important for income groups having income more than Rs. 40,000.
However, one basic fact that comes to light is that electronic media which
includes television, radio and cinema, are in large very important for all the
income groups, irrespective of their income levels. Not to say, television is thus a
major source of advertising and creation of brand preference.
105

advertising (City-wise analysis)
Finally, city wise analysis of the effectiveness of the various mediums of

advertising in creation of brand preference was done. Here again, electronic
media is a major effective medium of advertising in Mumbai, Hyderabad and
Lucknow. This is followed by web advertising in Mumbai and Hyderabad and
print media in Lucknow. As regards Patna outdoor advertising is the major
effective medium of advertising, while it is print media in Bhopal. Bhopal exhibits
very low effectiveness of web advertising for brand preference. The results
clearly reflect on the lifestyles in the respective cities. While Mumbai and
Hyderabad having very fast lifestyle show more concern towards electronic
media and web advertising, the not so fast lifestyle in Bhopal causes print media
as the most effective medium of advertising and web advertising as the least
effective medium.
106
Figure 41: The advertising appeal that influences my preference for the
brand (Gender-wise analysis)
The next question before the respondents pertained to influence of various types
of advertising appeals on preference for the brand by the respondents. The five
types of advertising appeals that were segregated for the purpose are joy appeal,
love appeal, sex appeal, humour appeal and pride appeal. It is observed that the
pride appeal has the greatest influence on brand preference of the respondents.
This is followed by sex appeal, love appeal, joy appeal, and humour appeal, in
that order. It is also observed that this pattern of advertising appeals were quite
similar for both male and female respondents. However, it is also observed that
whereas joy appeal, humour appeal and pride appeal have greater influence on
male respondents as compared to female respondents, the reverse is true in
case of love appeal and sex appeal.
107
brand (Age-wise analysis)
In the age wise analysis of the influence of advertising appeals on brand

preference, it is observed that the pattern is quite similar across all the age
categories. In all the categories pride appeal leads in influencing the brand
preference and is followed by sex appeal, love appeal, joy appeal, and humour
appeal, in that order. However, it is also observed that joy appeal and love
appeal are most important for the age group of 30-40 years as compared to other
age groups. Further, sex appeal and humor appeal are most important for the
age group of 15-20 years as compared to other age categories. Moreover, pride
appeal has the greatest influence on the highest age category of 50 years and
above as compared to other age categories.
108
brand (Qualification-wise analysis)
As regards qualification wise analysis of the influences of advertising appeals on

brand preference, it is observed that quite similar pattern as seen above are
visible. Pride appeal leads the pack among all the academic categories and is
followed by sex appeal, joy appeal, love appeal and humour appeal among the
academic categories of HSC and SSC. In the cases of the three higher academic
categories of non professional graduates, post graduates and above and
professional graduates and above, it is observed that there is a little deflection
from the regular pattern. Here again pride appeal leads the pack and is followed
by sex appeal, however further to this love appeal is more important than love
appeal and humour appeal. In another way joy appeal and humour appeal are
most important for SSC, sex appeal for non professional graduates, love appeal
for non professional post graduates and pride appeal for professional graduates.
109
brand (Family Income-wise analysis)
Regarding family income wise analysis of the influence of various advertising

appeals on brand preference, it is observed that for lowest income group of
family income upto Rs. 20,000, pride appeal is most influential, followed by joy
appeal, sex appeal, love appeal and humour appeal. In case of family income
from Rs. 20,000- Rs. 30,000, pride appeal is again most influential followed by
sex appeal, joy appeal, love appeal and humour appeal. In all the other three
higher income categories, pride appeal is most influential and is followed by sex
appeal, love appeal, joy appeal and humour appeal. It is also observed that joy
appeal and humour appeal are most influential for income group upto Rs. 20,000
as compared to other income groups. Further, love appeal and pride appeal are
most influential for income group more than Rs. 50,000 as compared to other
groups. Similarly, sex appeal is most influential for the middle income group.
110
brand (City-wise analysis)
In the city wise analysis, it is observed that again pride appeal is most influential
across the respondents in all the cities. This is followed by sex appeal in the four
cities viz, Mumbai, Hyderabad, Lucknow and Patna. In Bhopal the second most
influential advertising appeal is love appeal. In Mumbai joy appeal is the third
most influential, whereas it is love appeal in Hyderabad, Lucknow, and Patna and
it is sex appeal in Bhopal. The fourth influential is love appeal in Mumbai, Joy
appeal in Hyderabad, Lucknow and Patna and humour appeal in Bhopal.
Humour appeal is the least influential in the four cities of Mumbai, Hyderabad,
Lucknow and Patna and joy appeal in Bhopal. It is also observed that joy appeal,
sex appeal and pride appeal are most influential in Mumbai as compared to other
cities. Similarly, love appeal and humour appeal are most influential in Bhopal as
compared to other cities.
111
Figure 46: Endorsement by celebrities effects my brand preference

The question that was posed next to the respondents was whether the
endorsement by celebrities effect their brand preference. It is observed that
nearly 70% of the respondents agree to the fact that endorsement by celebrities
does effect their brand preference. Only 20% of the respondents do not agree
with this fact. 10% of the respondents could not decide whether endorsement by
celebrities effect their brand preference. It is also observed that nearly three
quarters of female respondents do agree that endorsement by celebrities effect
their brand preference. In contrast, nearly 65% of the male respondents agree
that endorsement by celebrities effect their brand preference. Thus, it may be
said that females are a bit more glamour influenced as compared to the males
and this results in celebrities becoming their role models. As such, females try
harder than males to follow the celebrities and so the brand preference.
112

(Age-wise analysis)
Regarding age wise analysis of influence of endorsement by a celebrity on the

brand preference of respondents it is observed that the younger generation of
15-20 years is the most influenced by endorsement by celebrities. The
percentage of respondents who get influenced by endorsement by celebrities
reduces with increase in age. This is quite obvious. The respondents in the age
group of 15-20 years are not mature enough to have complete confidence on
themselves as regards their apparel brand [reference. As such they look up to
the celebrities for their brand preference. As against this, the respondents in the
age groups of 20-30 years and 30-40 years carry the newer things in life and the
celebrities provide such a recourse. In contrast, the higher age groups of 40-50
years and 50 years and above are confident enough to have faith on their brand
preference. Further, with increase in age, the influence of glamour decreases
and so decreases the influence of endorsement by celebrities.
113

Regarding qualification wise analysis of influence of endorsement by celebrities

on the brand preference of the respondents, very interesting fact has come to
light. Across all the categories of qualifications, nearly 70% of the respondents
agree that they get influenced by the endorsement by celebrities. However,
differences are observed in percentage of respondents who do not agree that
endorsement by celebrities influence their brand preference. Nearly a quarter of
respondents in the category of professional graduates do not agree that
endorsement by celebrities influence their brand preference. This speaks of the
confidence level among the professional graduates. The percentage of
disagreement regarding influence of endorsement by celebrities decreases with
decrease in academic qualification and this percentage is only 17% in case of
SSC category. The results of this analysis fairly point out the ever increasing
importance of endorsement by celebrities.
114

Regarding family income analysis of influence of endorsement by celebrities on

brand preference of respondents, it is observed that the influence of
endorsement by celebrities reduces, but not very much, with increase in family
incomes. While nearly 72% of the respondents in the lowest income group of
Rs. 10, 000- Rs. 20,000 agree that endorsement by celebrities influence their
brand preference, this percentage is nearly 70% for the next two higher income
groups and nearly 69% for the highest two income groups. The lower income
groups may not be having many role models to look up to and therefore the
celebrities appear to influence their brand preference. In contrast, the people in
the higher income brackets may not need celebrities as their role models and so
lesser is their influence on their brand preference. Nevertheless, the importance
of endorsement by celebrities across all income brackets cannot be ruled out.
115

As regards city wise analysis of the influence of endorsement on brand

preference of the respondents, it is observed that Lucknow leads the pack with
more than three quarters of the respondents agreeing that endorsement by
celebrities effect their brand preference. This is followed by nearly 70% in Patna,
nearly 68% in Hyderabad and nearly 67% in Mumbai and Bhopal. The Hindi
movies are basically very popular in the Hindi belt of UP, MP and Bihar and so
high percentage of influence of endorsement by celebrities in Lucknow and
Patna. It appears that people in Mumbai and Hyderabad have generally higher
income levels and to a great extent belong to the professional categories, which
as seen in the earlier figures, have lesser impact of endorsement by celebrities
on their brand preference. As regards Bhopal, people appear to be less glamour
oriented as compared to Lucknow and Patna.
116
Figure 51: Gimmicks and publicity stunts effect my preference for brand
The next question before the respondents was whether gimmicks and publicity
stunts have any effect on their brand preference. It is observed that majority of
the respondents disagree that gimmicks and publicity stunts have any effect on
their brand preference. Infact only 35% of the respondents say that gimmicks and
publicity stunts have effect on their brand preference. As regards gender wise
analysis, it is observed that the effect of gimmicks and publicity stunts on brand
preference is a little more for female respondents as compared to their male
counterparts. While, nearly 33% of male respondents say that gimmicks and
publicity stunts effect their brand preference, this figure is 37% in case of female
respondents. Not to say, female consumers are more vulnerable to gimmicks and
publicity stunts than male consumers. However, it is also a fact that overall
gimmicks and publicity stunts do not have much effect on brand preference of the
consumers.
117
(Age-wise analysis)
As regards the age wise analysis of the effect of gimmicks and publicity stunts on
brand preference, it is observer that younger the generation, greater is the effect
of gimmicks and publicity stunts. While 39% of the respondents in the lowest age
group of 15-20 years are effected by gimmicks and publicity stunts, this figure is
37% for the age group of 20-30 years, 36% for the age group of 30-40 years,
33% for the age group of 40-50 years and only 29% for the age group of 50
years and above. It may be said that the younger generation which is not that
much matured enough believe in gimmicks and publicity stunts and thus their
brand preference is effected by them. With the increase in age, consumers gain
maturity and thus are able to judge the facts more accurately and so their brand
preference is effected to a lesser extent. The highest age group of 50 years and
above has high level of confidence among themselves and so their brand
preference is effect least by gimmicks and publicity stunts.
118
Regarding qualification wise analysis of the effect of gimmicks and publicity

stunts on brand preference, it is observed that higher the academic attainment
lesser is the effect of gimmicks and publicity stunts on brand preference of the
respondents. While only 32% of the respondents in the category of professional
graduates and above are effected by gimmicks and publicity stunt, this figure is
33% for non professional post graduates and above, 34% for non professional
graduates, 37% for HSC and 42% for SSC. The reasoning for such consumer
behaviour would be same for that given in figure 52. The student population in
the categories of SSC and HSC are not matured enough and so get lured bt
gimmicks and publicity stunts. The respondents in the categories of non
professional graduates and post graduates are matured and so are lesser
effected by gimmicks and publicity stunts. The professional graduates are
confident enough and so are least effected by gimmicks and publicity stunts.
119
In the family income wise analysis of the effect of gimmicks and publicity stunts
on brand preference, it may be observed that higher the income level lesser is
the effect of gimmicks and publicity stunts on brand preference. While 40% of the
respondents in the income category of Rs. 10,000-Rs. 20,000are effected by
gimmicks and publicity stunts, this figure is 38% for the income category of Rs.
20,000-Rs. 30,000, 36% for the income category of Rs. 30,000-Rs. 40,000, 32%
for the income category 0f Rs. 40,000-Rs. 50,000 and again 32% for the highest
income category of more than Rs. 50,000. It may be said that with increase in
income the consumers have rigid preferences and so higher the income category
lesser is the effect of gimmicks and publicity stunts on brand preference. On the
other hand the lower income groups have little disposable income for apparel
shopping and so gimmicks and publicity stunts play significant role in their brand
preference.
120
As regards city wise analysis of the effect of gimmicks and publicity stunts on
brand preference, it is observed that more developed the city, lesser is the effect
of gimmicks and publicity stunt. While in Mumbai, 32% of the respondents are
effect by gimmicks and publicity stunts, this figure is 33% in Hyderabad, 35% in
Lucknow, 37% in Patna and 42% in Bhopal. The reasoning here is again same
as in earlier figures. Bhopal has a lesser per capita income as compared to other
cities and so less purchasing power make people less confident as regards their
brand preference. Thus the effect of gimmicks and publicity stunts on brand
preference in Bhopal. As against this, in Mumbai people have higher purchasing
power and they can afford risk in their brand preference inspite of gimmicks and
publicity stunts.
121
CHAPTER 7
INFLUENCE OF SALES PROMOTION
IN CREATING CONSUMER PERCEPTION
Sales Promotion refers to short term incentives to encourage purchase or sale of

a product or a service. It is estimated that in consumer packaged goods
industries, 74% of marketing expenditures is made on sales promotion. Following
are the tools of sales promotion:
1. Consumer tools:
samples
coupons
cash refunds
price packs
premiums
advertising specialties
patronage rewards
point of purchase displays and materials
contests sweepstakes
2. Trade promotions:
discounts
allowance
specialty advertising items
biz promotions"
convention and trade shows
sales contests
122
Figure 56: My brand preference is effected by the sales promotion

(discount offer, scratch coupon, lucky draw, free gifts, easy financing) of
the brand (Gender-wise analysis)
The next question before the respondents pertained to the effect of sale
promotion technique on their brand preference. The sales promotion techniques
included discount offer, scratch coupon, lucky draw, free gifts and easy financing.
It is observed that nearly 93% of the respondents agreed that sales promotion
does effect their preference for the brand. Only nearly 7% of the respondents
said that sales promotion techniques are not very effective for brand preference.
It is also observer that female respondents are more effected by sales promotion
techniques than the male respondents. While nearly 92% of the male
respondents agreed that sales promotion techniques effect their brand
preference, the figure was nearly 94% for the female respondents. Nevertheless,
sales promotion techniques are definitely very effective for creation of brand
preference.
123

the brand (Age-wise analysis)
As regards age wise analysis of the effectiveness of sales promotion techniques

on brand preference, it is observed that lesser the age of the respondents,
greater is the effectiveness of sales promotion techniques. While nearly 94% of
the respondents in the age category of 15-20 years are lured by sales promotion
techniques as regards their brand preference is concerned, this figure is nearly
93% for the age category of 20-30 years and age category of 30-40 years, 92%
for the age category of 40-50 years and 91% for age category of 50 years and
above. It may be said that consumers in higher age group are effected more by
the product quality and brand image and that sales promotion techniques do not
play that big role as compared to the consumers in lower age groups.
Nevertheless, here again all age group are to a great extent effected by sales
promotion techniques as regards their brand preference.
124

the brand (Qualification-wise analysis)
Regarding qualification wise analysis of the effect of sale promotion techniques

on brand preference of the consumers, it is observed that higher the academic
attainment, lower is the effect of sales promotion techniques on brand
preference. While, nearly 94% of the respondents in the categories of SSC and
HSC are effected by sales promotion techniques, this figure is nearly 93% for
Non professional graduates, 92% for Non professional post graduates and 91%
for professional graduates. Thus, the younger generation in their colleges is more
vulnerable to sales promotion techniques. Nevertheless, here again all the
categories of qualifications are effected to a great extent by the sales promotion
techniques as regards their brand preference.
125

the brand (Family Income-wise analysis)
In the family income wise analysis of effect of sales promotion techniques on

brand preference, it is observed that the sales promotion techniques are least
effective on either the lowest income groups or the highest income groups. While
nearly 91% of the respondents in the income categories of Rs. 10,000-Rs.
20,000 and Rs. 50,000 and above are effected by the sales promotion
techniques, this figure is 92% for the income levels of Rs. 20,000-Rs. 30,000 and
Rs. 40,000- Rs. 50,000. Nearly 97% of the respondents in the income category
of Rs. 30,000- Rs. 40,000 are effected by sales promotion techniques. Thus, the
middle class is most vulnerable section of the society which is effected most by
the sales promotion techniques as regards brand preference.
126

the brand (City-wise analysis)
In the city wise analysis of effectiveness of sales promotion techniques on brand

preference, it is observed that the sales promotion techniques are least effective
either in most developed cities or least developed cities and are most effective in
the medium cities. Thus, while in m Mumbai and Hyderabad, nearly 92% of the
respondents are effected by sales promotion techniques, this figure is 90% for
Bhopal, 93% for Patna and as high as 96% for Lucknow. Thus, the medium
developed cities like Lucknow have the highest liking for sales promotion
techniques and the marketing companies may have the greatest amount of
business in these developing cities. Lesser developed cities like Bhopal would
naturally in due course of time increase in their level of development and hence
the effectiveness of sales promotion techniques would increase in these cities
also.
127
Figure 61: My brand preference is effected by the following techniques of

sales promotion (Gender-wise analysis)
The next question posed to the respondents pertained to the effective five
techniques of sales promotion on brand preference. These five techniques are
cash refund offers, coupons, patronage rewards, free goods/gifts and sales
contests. It is observed that free goods/gifts have the highest level of
effectiveness on brand preference with a figure of 22%. The similar figures are
21% for patronage rewards, 20% for coupons, 19% for cash refund offers and
17% for sales contests. It is also observed that there are marked dissimilarities
between the responses given by male and female respondents. While male
respondents have replied that the effectiveness of patronage rewards is the most
and is followed by free goods/gifts, cash refund offers, coupons and sales
contests in that order, female respondents have replied that the effectiveness of
free goods/gifts is the most and is followed by coupons, patronage rewards, cash
refund offers and sales contests in that order.
128

sales promotion (Age-wise analysis)
In the age wise analysis of the effectiveness of the five sales promotion
techniques on brand preference, it is observed that for the age group of 15-20
years free goods/ gifts are the most effective, followed by coupons, patronage
rewards, sales contests and cash refund offers. For the age group of 20-30 years
the sequence is free goods/gifts, coupons, patronage rewards, cash refund offers
and sales contests. For the age group of 30-40 years, the sequence is free
goods/ gifts, patronage rewards, coupons, cash refund offers and sales contests.
For the age groups of 40-50 years and 50 years and above, the sequence id
patronage rewards, free goods. Gifts, cash refund offers, coupons and sales
contests. It is also observed that coupons and sales contests are comparatively
most important for the age group of 15-20 years than other age groups. Similarly,
for free goods/ gifts it is the age group of 20-30 years and for cash refund offers
and patronage rewards, it is age group of 50 years and above.
129

sales promotion (Qualification-wise analysis)
Regarding qualification wise analysis of the effectiveness of five sales promotion

techniques on brand preference, it is observed that for the SSC category, the
most important techniques are coupons and free goods/ gifts followed by
patronage rewards and sales contests and then cash refund offers. For HSC
category, the sequence is free goods/ gifts, coupons, patronage rewards, cash
refund offers and sale contests. For non professional graduates, the sequence is
free goods/ gifts, coupons and patronage rewards, cash refund offers and sales
contests. For non professional post graduates, the sequence is free goods/ gifts,
patronage reward, cash refund offers, coupons and sales contests. For
professional graduates, the sequence is patronage rewards, free goods/ gifts,
cash refund offers, coupons and sales contests. Further coupons and sales
contests are most important for SSC category, free goods for non professional
post graduates,
cash refund offers and patronage rewards for professional
graduates.
130

sales promotion (Family Income-wise analysis)
Regarding family income wise analysis of the effectiveness of the five sales
promotion techniques on brand preference, it is observed that for the lowest
income category the free gifts are most effective followed by cash refund offers,
coupons and patronage rewards and then sales contests. For the second income
category, the sequence is free goods, cash refund offers and coupons and
patronage rewards and then sales contests. For the third income category, the
sequence is coupons, patronage rewards, free goods, cash refund offers and
then sales contests. For the fourth income category, the sequence is free goods,
patronage rewards, coupons, cash refund offers and then sales contests. For the
highest income category, the sequence is free goods, patronage rewards,
coupons, cash refund offers and sales contests. Further cash refund offers and
free goods are most important for lowest income category, coupons and sales
contests for the middle income category and patronage rewards for the fourth
income category.
131

sales promotion (City-wise analysis)
City wise analysis of the effectiveness of five sales promotion techniques on

brand preference has also been done. It is observed that in Mumbai free goods
are most effective followed by patronage rewards, coupons, sales contests and
cash refund offers. In Hyderabad the sequence is patronage rewards, coupons,
free goods, cash refund offers and sales contests. In Lucknow the sequence is
patronage rewards, coupons and free gifts, cash refund offers and sale contests.
In Patna the sequence is free goods, cash refund offers, patronage rewards,
coupons and sales contests. In Bhopal the sequence is free goods, cash refund
offers, coupons and patronage rewards and then sales contests. It is also
observed that sales contests is most important in Mumbai, coupons in
Hyderabad, patronage rewards in Lucknow, cash refund offers in Patna and free
goods in Bhopal.
132
Figure 66: Stalls/kiosks of the brand in malls/market place effects my

preference for the brand (Gender-wise analysis)
The respondents were further asked to comment on the effectiveness of

stalls/kiosks of the brand in malls / market places on their brand preference. It is
observed that only 40% of the respondents agree that stalls/kiosks of the brand
have effect on their brand preference. It is further observed that female
respondents are a little more effected by stalls/kiosks of the brand than the male
respondents. While 43% of the female respondents agree that their brand
preference is effected by stalls/kiosks of the brand in malls/ market places, only
39% of the male respondents agree to it. This clearly shows that female
consumers are a little more fascinated by the sales promotion technique of
stalls/kiosks of the brand and that the marketing companies should focus on such
sales promotion technique as regards marketing of female apparels.
133

preference for the brand (Age-wise analysis)
As regards age wise analysis of the effectiveness of stalls/kiosks of the brand in

malls/ /market places on brand preference of the consumers, it is observed that
with increase in age, fascination with stalls/kiosks of the brand in malls/ /market
places decreases. While, 43% of the respondents in the age group of 15-20
years are affected by stalls/kiosks of the brand in malls/ /market places, this
figure is 42% for the age group of 20-30 years, 41% for the age group of 30-40
years, 40% for the age group of 40-50 years and 37% for the age group of 50
years and above. Thus, the companies coming out with apparels for the younger
generation may focus a little on stalls/kiosks of the brand in malls/ /market
places, such a strategy may not be very fruitful for the companies coming out
with apparels for older generation. Nevertheless, it is seen that stalls/kiosks of
the brand in malls/ /market places does not have too much of effect on brand
preference in any of the age categories.
134

preference for the brand (Qualification-wise analysis)
Regarding qualification wise analysis of the effectiveness of stalls/kiosks of the

brand in malls/ /market places on brand preference of the consumers, it is
observed that with increase in academic attainment, the effectiveness of
stalls/kiosks of the brand in malls/ /market places on brand preference
decreases. While 44% of the respondents in the SSC category are effected by
stalls/kiosks of the brand in malls/ /market places, this figure is 42% for HSC
category, 41% for non professional graduates, 40% for non professional post
graduates and only 38% for professional graduates. Nevertheless again, it is also
observed that stalls/kiosks of the brand in malls/ /market places does not have
too much effect on brand preference of any of the categories qualification wise.
135

preference for the brand (Family Income-wise analysis)
In the family income wise analysis of the effectiveness of stalls/kiosks of the

brand in malls/ /market places on brand preference of the consumers, it is
observed that the middle income group has the greatest affect of stalls/kiosks of
the brand in malls/ /market places on their brand preference and this effect
reduces both with increase in income as well as decrease in income. While 42%
of the respondents in the middle income category of Rs. 30,000-Rs. 40,000 are
effected by stalls/kiosks of the brand in malls/ /market places, this figure is 40%
in case of lower income category of Rs. 20,000-Rs. 30,000 and 39% in case of
Rs. 10,000-Rs. 20,000. As regards income category of Rs. 40,000-Rs. 50,000,
only 41% of the respondents are effected by stalls/kiosks of the brand in malls/
/market places, while this figure is only 40% in case of the highest income
category of more than Rs. 50,000. Nevertheless, none of the income categories
are very much effected by stalls/kiosks of the brand in malls/ /market places.
136

preference for the brand (City-wise analysis)
As regards city wise analysis of the effectiveness of stalls/kiosks of the brand in

malls/ /market places on brand preference of the consumers, it is observed that
the respondents in the less developed cities are lesser effected by stalls/kiosks of
the brand in malls/ /market places, the respondents are moderately effected by
stalls/kiosks of the brand in malls/ /market places in the most developed cities
and most effected by stalls/kiosks of the brand in malls/ /market places in the
moderately developed cities. While 42% of the respondents in Hyderabad and
Lucknow are effected by stalls/kiosks of the brand in malls/ /market places, this
figure is 41% in Mumbai, 40% in Patna and 37% in Bhopal. Thus, medium cities
are most effected by stalls/kiosks of the brand in malls/ /market places.
Nevertheless, none of the cities are too much effected by stalls/kiosks of the
brand in malls/ /market places.
137
Figure 71: The environment (lighting, window display, mannequins, music,

ambience etc.) in the shop of a brand helps in increasing preference for the
brand (Gender-wise analysis)
The respondents were then asked to judge the effectiveness of the environment
in the shop of a brand on their brand preference. Here the environment in the
shop includes lighting, window display, mannequins, music, ambience, etc. It is
observed that 47% of the respondents agree that good environment in the shop
of a brand helps in increasing preference for the brand. Nearly half of the female
respondents agree that good environment in the shop of a brand helps in
increasing preference for the brand, this figure is only 44% for male respondents.
Here again it is observed that nearly half of the respondents are either not
effected by the good environment in the shop or they have not given any
preference for good environment on the shop. Thus, environment in the shop
does not appear to have a very good bearing on brand preference of the
consumers.
138

brand (Age-wise analysis)
In the age wise analysis of the effectiveness of good environment of the shop of
a brand on brand preference of the consumers, it is observed that with the
increase in age the effectiveness of good environment of the shop of a brand on
brand preference decreases. While nearly half of the respondents in the lowest
age group of 15-20 years are effected by good environment of the shop of a
brand, this figure is 49% for the age group of 20-30 years, 45% for the age
groups of 30-40 years and 40-50 years and 44% for the age group of 50 years
and above. However, the fact remains the same that good environment of the
shop of a brand does not have very good bearing on the brand preference of
consumers in any of the age groups.
139

brand (Qualification-wise analysis)
Regarding qualification wise analysis of the effectiveness of good environment of

the shop of a brand on brand preference of the consumers, it is observed that the
lowest qualified and the highest qualified are the most effected by good
environment of the shop of a brand, while the moderately qualifies are least
effected by good environment of the shop of a brand. Whereas only 45% f the
respondents in the category of non professional graduates are effected by good
environment of the shop of a brand, this figure is 46% for HSC category and the
category of non professional post graduates. As against this, nearly 49% of the
respondents in SSC category and 48% of the respondents in the category of
professional graduates are effected by good environment of the shop of a brand.
Nevertheless, it is observed that despite any level of academic attainment, good
environment of the shop of a brand does not have much effect on brand
preference.
140

brand (Family Income-wise analysis)
Regarding family income wise analysis of the effectiveness of good environment

of the shop of a brand on brand preference of the consumers, it is observed that
the effectiveness of good environment of the shop of a brand on brand
preference is lowest in both lowest income category as well as highest income
category and highest in case of middle income category. While nearly 49% of the
respondents in the middle income category of Rs. 30,000- Rs. 40,000 are
effected by good environment of the shop of a brand, this figure is 47% for the
income category of Rs. 40,000-Rs. 50,000, 46% for the income category of Rs.
20,000-Rs. 30,000 and the highest income category of more than Rs. 50,000. As
against this, nearly 45% of the respondents in the lowest income category of Rs.
10,000-Rs, 20,000 are positively effected by good environment of the shop of a
brand.
141

brand (City-wise analysis)
In the city wise analysis of the effectiveness good environment of the shop of a
brand on brand preference of the consumer, it is observed that greater the
development of the city, greater is the effectiveness of good environment of the
shop of a brand on brand preference of the consumers. Nearly 49% of the
respondents in Mumbai agree that good environment of the shop of a brand
positively effects their brand preference. As against this this figure is 48% in
Hyderabad, 46% in Lucknow, 45% in Patna and 43% in Bhpal. However it is also
observed that in none of the cities, good environment of the shop of a brand has
any profound effect on brand preference of the consumers. Not to say, though
good environment of the shop of a brand increases the image of the brand
indirectly, directly it does not have much bearing on brand preference of the
consumers.
142
Figure 76: Convenience of shopping as provided through tele-marketing

and e-marketing helps in increasing preference for the brand
Further, the next question before the respondents was whether the convenience
of shopping as provided through telemarketing and e-marketing helps in
increasing their brand preference. It is observed that nearly 50% of the
respondents agree that convenience of shopping as provided through
telemarketing and e-marketing helps in increasing their brand preference. This
figure is nearly 52% for male respondents and 48% for female respondents.
Thus, it appears that male respondents are better users of latest telecom
technologies including mobile phones and internet as regards shopping for
branded apparels. It has also one more concern and it is that female respondents
are supposed to be more satisfied in physically for branded apparels and that
virtual shopping does not satisfy their appetite.
143

(Age-wise analysis)
Regarding age wise analysis of the effectiveness of convenience of shopping as

provided through telemarketing and e-marketing on brand preference of the
consumers, it is observed that with increase in age the effectiveness of
convenience of shopping as provided through telemarketing and e-marketing on
brand preference decreases. While nearly 55% of the respondents in the lowest
age category of 15-20 years are positively effected by convenience of shopping
as provided through telemarketing and e-marketing, this figure is only 41% for
the highest age category of 50 years and above. The corresponding figure for the
age group of 20-30 years is 53%, for 30-40 years is 52% and for 40-50 years is
48%. The reason is quite obvious. The younger generation is more techno savvy
and internet and mobile phones are integral part of their lifestyles. In contrast, the
respondents above 50 years do not use that much of internet facilities.
144

As regards qualification wise analysis of the effect of convenience of shopping as

provided through telemarketing and e-marketing on brand preference, it is
observed that the lowest qualified and the highest qualified are most effected by
convenience of shopping as provided through telemarketing and e-marketing,
whereas the moderately qualified are least effected by convenience of shopping
as provided through telemarketing and e-marketing. While only 46% of the
respondents in the category of non professional graduates are positively effected
by convenience of shopping as provided through telemarketing and e-marketing,
this figure is 50% for HSC, 51% for SSC and non professional post graduates
and 53% for professional graduates. The reason is quite obvious. The
professional graduates and the student population is most techno savvy whereas
the moderately qualified do not use that much of technology.
145

Regarding family incomewise analysis of the effect of convenience of shopping

as provided through telemarketing and e-marketing on brand preference, it is
observed that higher the family income higher is the positive effect of
convenience of shopping as provided through telemarketing and e-marketing.
While only 45% of the respondents in the income category of Rs. 10,000-Rs.
20,000 are effected by convenience of shopping as provided through
telemarketing and e-marketing, this figure is 55% for the highest income group of
more than Rs. 50,000. The corresponding figure for the income category of Rs.
40,000-Rs.50,000 is 54%, for the income category of Rs. 30,000-Rs. 40,000 is
49% and for income category of Rs. 20,000- Rs. 30,000 is 46%. The reason is
without doubt the financial affordability of the various income classes to use
internet and mobile phones for apparel shopping.
146

Regarding city wise analysis of the effectiveness of convenience of shopping as

provided through telemarketing and e-marketing on brand preference, it is
observed that more developed the city, greater is the effect of convenience of
shopping as provided through telemarketing and e-marketing. While nearly 55%
of the respondents in Mumbai and 54% in Hyderabad and Lucknow agree that
convenience of shopping as provided through telemarketing and e-marketing
helps in increasing their brand preference, the figure is as low as 33% in Bhopal
and 46% in Patna. The reasons that may be cited here are twofold, firstly the
financial affordability of the respondents in using internet and mobile phones for
apparel shopping and secondly, the more techno savvy attitude of the
respondents in developed cities as compared to less developed cities.
147
CHAPTER 8
INFLUENCE OF PRICE IN CREATING CONSUMER PERCEPTION
Price sensitivity is an important aspect in the market today, as an average

consumer would definitely prefer a product that is cheaper than a product which
is above his budget. Although brand image comes into picture, but its the money
quotient that plays the key factor in the consumer behavior. Eventually it is the
pricing of the product that influences the consumer to go ahead and pick up a
product that he desires.
Choices made by consumers new to a market are driven by two competing

forces: consumers desire to collect information about alternatives and their
aversion to trying risky ones. These forces give rise to three stages of
purchasing: an information collection stage that focuses initially on low-risk, big
brand names; a stage in which information collection continues but is extended to
lesser-known brands; and a stage of information consolidation leading to
preference for the brands that provide the greatest utility. The authors use a
logic-mixture model with time-varying parameters to capture the choice dynamics
of different consumer segments. The results show the importance of accounting
for product experience and learning when studying the dynamic choice
processes of consumers new to a market. Insights from this study can help
marketers tailor their marketing activities as consumers gain purchasing
experience.
148
Figure 81: My brand preference is effected by the value for money of the
brand vis--vis price of the brand (Gender-wise analysis)
The respondents were next asked about the effectiveness of the value for money
of the brand vis-a-vis price of the brand on their brand preference. Here, the
value for money of the brand vis--vis price of the brand means the proportion to
which the brand is able to satisfy the consumers` aspirations in relation to the
price which the consumer has paid for the brand. Naturally, the ideal situation
would be when this proportion is equal to one. It is observed that nearly 79% of
the respondents agree that the price of the brand plays a very significant role in
creating preference for the brand. This percentage is a little higher at nearly 80%
for the female respondents and nearly 78% for the male respondents. Thus, the
female consumers are a little more price conscious and try to extract maximum
value for money from the brand in comparison to the price which they have paid
for buying apparels of that brand.
149
brand vis--vis price of the brand (Age-wise analysis)
In the age wise analysis of the effectiveness of price of the brand in the brand
preference, it is observed that the lowest age group and the highest age group
are least price conscious and that this figure is greatest in the middle age groups.
While as high as 82% of the respondents in the middle age group of 30-40 years
agree to the effectiveness of the price of the brand in creating brand preference,
this figure reduces to 79% in the age group of 20-30 years and 76% for the age
group of 15-20 years. Further, this figure is 79% for the age group of 40-50 years
and 78% for the age group of 50 years and above. For such consumer
behaviour, it may be reasoned that during the early years of 15-20 years when
the respondents are generally students, they do not feel that much worth for
money and so do not give that much importance to price of the brand. During the
highest age group of 50 years and above, the respondents have enough money
to spend them on apparels. In contrast, the middle age group people are the
greatest working section and so importance of money is highest for them.
150
brand vis--vis price of the brand (Qualification-wise analysis)
Regarding qualification wise analysis of the effectiveness of price of brand on

brand preference, it is observed that the moderately qualified respondents are
most effected by price of the brand as regards their brand preference and this
figure reduces with increase in academic attainment or decrease in academic
attainment. While 80% of the respondents in the category of non professional
graduates agree that their brand preference is effected by price of the brand, this
figure is 79% for the respondents in the categories of non professional post
graduates and professional graduates and above. This figure is again 79% for
the HSC category and 78% for SSC category. The reasoning is similar to that in
figure 82. The categories of SSC and HSC generally include students and the
category of professional graduates is good earners. As against this non
professional graduates include housewives and that working class which is not
very good earner.
151
brand vis--vis price of the brand (Family Income-wise analysis)
Regarding family income wise analysis of the effectiveness of price of the brand
on brand preference, it is observed that the effectiveness of price of the brand on
brand preference decrease with increase in family income. While 82% of the
respondents in the family income category of Rs. 10,000 to Rs. 20,000 agree that
their brand preference gets effected by price of the brand, this figure is 80% for
the income category of Rs.20,000-Rs.30,000, 79% for the income category of
Rs. 30,000-Rs. 40,000, 78% for the income category of Rs. 40,000-Rs. 50,000
and 77% for the income category of more than Rs. 50,000. Quite reasonably, the
lower income categories have very little and fixed budget for apparel shopping
and so while shopping for branded apparels, naturally they are to a great extent
effected by price of the brand. As against this, the higher income categories do
not have that much of restrictive budget constraints. Nevertheless, price of the
brand is still a significant factor effecting brand preference across all income
categories.
152
brand vis--vis price of the brand (City-wise analysis)
As regards city wise analysis of the effectiveness of price of the brand on brand
preference of the respondents, it is observed that higher the development of the
city, lower is the effectiveness of price of the brand on brand preference and vice
versa. While, 77% of the respondents in the city of Mumbai agree that their brand
preference is effected by price of the brand, this figure is 78% in Hyderabad, 80%
in Lucknow and Patna and 81% in Bhopal. It may be said that greater the
development of the city, greater is the income levels of the consumers, greater is
the fashion consciousness among the consumers and also greater is the race for
catching the members group. All these three factors lead to the fact that the
consumers in developed cities like Mumbai are not able to pay that much
attention to price of the brand while deciding their brand preference.
Nevertheless, it may again be said that irrespective of the development of the
city, price of the brand plays an effective role in brand preference.
153
Figure 86: Increase in price of my favourite brand effects my preference for

the brand (Gender-wise analysis)
The respondents were further asked whether the increase in price of their
favourite brand effects their preference for the brand. It is observed that nearly
38% of the respondents agree that increase in price of their favourite brand
effects their preference for the brand. It is also observed that female respondents
are more effected by increase in price of their favourite brand as compared to the
male respondents. While 37% of the male respondents agree that increase in
price of their favourite brand affects their preference for the brand, this figure is
39% for female respondents. Thus, while, as seen in figure 81, nearly 79% of the
respondents are effected by price of the brand in their brand preference, only
38% of the respondents are able to change their brand upon increase in its price,
once they have already used the brand.
154

the brand (Age-wise analysis)
Regarding age wise analysis of the effect of increase in price of favourite brand
of the respondents on their preference for the brand, it is observed that the
respondents in the middle age group are most effected by increase in price of
their favourite brand and this figure decreases with both increase as well as
decrease in age groups. While, 40% of the respondents in the age group of 3040 years agree that increase in price of their favourite brand effect their
preference for the brand, this figure is 38% for the age group of 40-50 years,
35% for the age group of 50 years and above, 39% for the age group of 20-30
years and 36% for the age group of 15-20 years. The respondents in the age
group of 15- 20 years are generally students and so they are not in the habit of
giving too much importance to price of the brand while shopping for apparels.
The highest age group is well off enough to afford increase in price of their
favourite brand. In contrast, the middle age group is most likely to be bound by
budgetary constraints.
155

the brand (Qualification-wise analysis)
Regarding qualification wise analysis of the effect of increase in price of their

favourite brand on the preference for the brand, it is observed that this effect is
seen most in moderately qualified respondents and this decrease with both
increase as well as decrease in academic attainment. While 40% of the
respondents in the academic category of non professional graduates get effected
by increase in price of their favourite brand, this figure is 39% for non
professional post graduates and 37% for professional graduates. Further, this
figure is 39% for HSC category and 36% for SSC category. Here again HSC and
SSC categories belong to students. Further, professional graduates are high
income earners. In contrast non professional graduates do not earn that much
and have comparatively less purchasing power.
156

the brand (Family Income-wise analysis)
Regarding family income wise analysis of the effect of increase in price of the
favourite brand of the respondents on their preference for their brand, it is
observed that with increase in family income the effect of increase in price of
favourite brand of the consumers on their brand preference decreases. While
40% of the respondents in the income category of Rs. 10000-Rs 20000 agree
that their brand preference gets effected by increase in price of their favourite
brand, this figure is 39% for the family income category of Rs. 20000-Rs. 30000,
38% for the income category of Rs. 30000-Rs.40000, 37% for the income
category of Rs 40000-Rs 50000 and 36% for the income category of more than
Rs. 50000. Quite obvious, with increase in family income, increases the
affordability of the respondents to bear increase in price of their favourite brand.
157

the brand (City-wise analysis)
Regarding city wise analysis of the effect of increase in price of favourite brand of
the respondents on preference for the brand by the respondents, it is observed
that greater the development of the city, lesser is the effect of increase in price of
favourite brand of the consumers on their brand preference. While, 36% of the
respondents in Mumbai agree that their brand preference gets affected by
increase of price of their favourite brand, this figure is 37% for Hyderabad, 38%
for Lucknow, 39% for Patna and 40% for Bhopal. The people in Mumbai are
having better purchasing power and are to a great extent involved in the fashion
race with members of the peer group. They, thus, are not able to change their
preference for the brand with increase in its price. In contrast, the people in
Bhopal neither have that much purchasing power nor are that much involved in
the race for fashion.
158
Figure 91: Decrease in price of competitor brands effects my preference for

my favourite brand (Gender-wise analysis)
The next question posed to the respondents was whether their preference for
their favourite brand gets effected by decrease in price of the competing brands.
It is observed that 41% of the respondents agree that with decrease in price of
competing brands, preference for their brands gets effected. It is also observed
that females are to a little extent more effected by decrease in price of competing
brands as compared to the male respondents. While, 39% of the male
respondents agree that their preference for their favourite brand gets effected by
decrease in competing brands, this figure is 43% for female respondents. Thus, it
may be said that female respondents are more price conscious while shopping
for apparels than male respondents.
159

my favourite brand (Age-wise analysis)
As regards age wise analysis of the effect of decrease in price of competing

brands on preference for the favourite brand of the respondents, it is observed
that the middle age group is most effected by the decrease in price of competing
brands effecting their preference for their favourite brand and this figure reduces
both with increase as well as decrease in age. While 42% of the respondents in
the middle age group of 30-40 years agree that their preference for their favourite
brand gets affected by the decrease in price of competing brands, this figure is
41% in age groups of 20-30 years and 40-50 years, 39% for the age group of 1520 years and 38% for the age group of 50 years and above. It may be said that
since the respondents in the age group of 15-20 years are generally students,
they are least bothered about price of the brand and most bothered about their
fashion. The middle age group is busy in their work life as well as family life and
so is more bothered about price than fashion.
160

my favourite brand (Qualification-wise analysis)
Regarding qualification wise analysis of the effect on preference for favourite

brand upon decrease in price of competing brand, it is observed that the
moderately qualified respondents are most effected as regards preference of
their favourite brand upon decrease in price of competing brands and this figure
decreases both with increase as well as decrease in academic attainment. It is
observed that while 42% of the respondents in the category of non professional
graduates are effected by decrease in price of competing brands, this figure is
41% in case of HSC category of and non professional post graduate category,
38% in SSC category and 39% in the category of professional graduates. The
reason is again the same, i.e. the purchasing power factor and the factor of
fashion consciousness.
161

my favourite brand (Family Income-wise analysis)
Regarding family income wise analysis of the effect of decrease in price of

competing brands on the preference for favourite brand by the respondents, it is
observed that higher the family income, lesser is the effect on preference for
favourite brand upon decrease in price of competing brands. While 43% of the
respondents in the family income category of Rs. 10000-Rs. 20000 are effected
by decrease in price of competing brands, this figure is 42% for the income
category of Rs. 20000-Rs. 30000, 41% for the income category of Rs. 30000Rs. 40000, 40% for the income category of Rs. 40000-Rs.50000 and 38% for the
highest income category of more than Rs. 50000. Here again the reason is
purchasing power of the respective family income categories. Naturally, the
higher income categories have a higher affordability for their higher priced
favourite brand as compared to lower income categories.
162

my favourite brand (City-wise analysis)
Regarding city wise analysis of the effect of decrease in price of competing

brands on the preference for favourite brand by the respondents, it is observed
that more the development of the city, lesser is the effect on preference for the
favourite brand upon decrease in price of competing brands. While 43% of the
respondents in Bhopal are effected by decrease in price of competing brands as
regards their preference for their favourite brand, this figure is 41% in Patna, 40%
in Hyderabad and Lucknow and 39% in Mumbai. It may be said that there are
again two factors responsible for consumer behaviour in the five cities. The
respondents in Mumbai have a comparatively higher purchasing power and
greater consciousness of fashion than respondents in Bhopal and this speaks in
their responses in the present study.
163
Figure 96: While shopping for a particular type of product for the first time,
price of the competing brands is the most important factor that effects my
decision regarding brand preference (Gender-wise analysis)
The respondents were next asked that while shopping for the particular type of
apparel for the first time, whether price of the competing brands is the most
important factor that effects their decision regarding brand preference. It is
observed that nearly 28% of the respondents agree that price of the competing
brands is the most important factor that effects their decision regarding brand
preference while they are shopping for a particular type of apparel for the first
time. It is also observed that female respondents are more effected as regards
their decision pertaining to brand preference by price of the competing brands
while shopping for a particular type of apparel for the first time. While 26% of the
male respondents agree that while shopping for a particular type of apparel for
the first time, price of the competing brands is the most important factor that
effects their decision regarding brand preference, this figure is 30% for female
respondents.
164
decision regarding brand preference (Age-wise analysis)
As regards age wise analysis of the effect on brand preference of price of the
competing brands, while shopping for a particular type of apparel for the first
time, it is observed that the middle age group is most effected by price of
competing brands and this effect decrease both with increase as well as
decrease in age. While 30% of the respondents in the middle age group of 30-40
years agree that price of the competing brands is the most important factor that
effects their decision regarding brand preference, while shopping for a particular
type of apparel for the first time, this figure is 29% for the age groups of 20-30
years and 40-50 years and 26% for the age groups of 15-20 years and 50 years
and above. Here again, the students arte least bothered about pricing, the senior
age group has high affordability and middle age group is most budget
constrained.
165
decision regarding brand preference (Qualification-wise analysis)
As regards qualification wise analysis of the effect on brand preference of price

of the competing brands, while shopping for a particular type of apparel for the
first time, it is observed that the moderately qualified category is most effected by
price of the competing brands, as regards their decision for brand preference,
while shopping for a particular type of apparel for the first time and this effect
decreases both with increase as well as decrease in academic attainment. While
30% of the respondents in the category of non professional graduates are
effected by price of competing brands, this figure is 29% for the categories of non
professional post graduates and HSC category, 26% for the category of
professional graduates and 25% for SSC category. It may be said that here again
student population is least bothered about pricing, professional graduates are
high income class and non professional graduates do not earn that much.
166
decision regarding brand preference (Family Income-wise analysis)
As regards family income wise analysis of the effect on brand preference of price
of the competing brands, while shopping for a particular type of apparel for the
first time, it is observed that greater the family income, lesser is the effect of price
of competing brands as regards their decision for brand preference, while
shopping for a particular type of apparel for the first time and this effect increases
with decrease in family income. While 30% of the respondents in the family
income category of Rs.10000-Rs.20000 are effected by price of the competing
brands as regards their decision for brand preference, while shopping for a
particular type of apparel for the first time, this figure is 29% for the income
category of Rs. 20000-Rs.30000, 28% for the income category of Rs 30000-Rs
40000, 27% for the income category of Rs.40000-Rs 50000 and 26% for the
income category of more than Rs. 50000.
167
Figure 100: While shopping for a particular type of product for the first
time, price of the competing brands is the most important factor that
effects my decision regarding brand preference (City-wise analysis)
As regards city wise analysis of the effect on brand preference of price of the
competing brands, while shopping for a particular type of apparel for the first
time, it is observed that greater the development of the city, lesser is the effect of
competing brands on decision regarding brand preference, while shopping for a
particular type of apparel for the first time. While 26% of the respondents in
Mumbai are effected by price of the competing brands as regards their brand
preference, while shopping for a particular type of apparel for the first time, this
figure is 27% for Hyderabad, 28% for Lucknow, 29% for Patna and 30% for
Bhopal. It may be said that the consumers in Mumbai have a higher purchasing
power and are more fashion consciousness as compared to consumers in
Bhopal and this speaks in their buying behaviour for apparels.
168
Figure 101: Expensiveness of the brand increases the brands image for me
which in turn increases my preference for the brand (Gender-wise analysis)
The next question posed before the respondents was whether expensiveness of
the brand increases the image of the brand for them which in turn increases their
preference for the brand. It is observed that nearly 39% of the respondents agree
that expensiveness of the brand increases the image of the brand for them and
which in turn increases the preference for the brand. It is also observed that
female respondents consider expensiveness of the brand as one of the factors
for brand image as compared to male respondents. While 41% of the female
respondents agree that expensiveness of the brand increases image of the brand
for them which in turn increases their preference for the brand, this figure is 38%
for male respondents. However, it is also observed that nearly similar i.e. nearly
38% of the respondents also agree that expensiveness of the brand does not
increase image of the brand and which in turn does not increase their preference
for the brand.
169
which in turn increases my preference for the brand (Age-wise analysis)
As regards age wise analysis whether expensiveness of the brand increases

image of the brand , in turn increasing preference for the brand, it is observed
that with the increase in age group, greater proportion of respondents believe
that expensiveness of the brand increases brands image which in turn increases
the brand preference. While 37% of the respondents in the age group of 15-20
years believe that expensiveness of the brand increases the brand image, in turn
increasing brand preference, this figure is 39% for the respondents in the age
groups of 20-30 years and 30-40 years 40% for the respondents in the age group
of 40-50 years and 42% for the respondents in the age group of 50 years above.
Thus, it may be said that the matured age group considers expensiveness of the
brand as one of the factors for brand image. However, the younger generation is
more concerned about fashion trends and expensiveness of the brand may not
increase image of the brand to that extent for them.
170
which in turn increases my preference for the brand
Regarding qualification wise analysis of whether expensiveness of the brand

increases brand`s image, in turn increasing brand preference, it is observed that
higher the academic attainment, higher is the belief that expensiveness of the
brand increases brand`s image which in turn increases brand preference. While
37% of the respondents in the category of SSC believe that expensiveness of the
brand increases brand`s image, in turn increasing brand preference, this figure is
38% for HSC category, 39% for categories of non professional graduates, post
graduates and above and 41% for the category of professional graduates. Thus,
higher the academic qualification, greater is the purchasing power and higher is
the brand consciousness. In contrast, the younger generation and particularly the
student population is more fashion conscious and a little less brand
consciousness.
171
Regarding family income wise analysis of whether expensiveness of the brand

increases brand`s image, in turn increasing brand preference, it is observed that
higher the family income, higher is the belief that expensiveness of the brand
increases brand`s image, in turn increasing brand preference. While 37% of the
respondents in the income category of Rs. 10000-Rs. 20000 believe that
expensiveness of the brand increases brand`s image, in turn increasing brand
preference, this figure is 39% for the income categories of Rs. 20000-Rs. 30000
and Rs. 30000-Rs. 40000, 40% for the income category of Rs. 40000-Rs. 50000
and 41% for the income category of Rs. 50000 and above. This is quite obvious
as higher the family income, higher is the affordability for expensive brands and
this speaks in the responses of the consumers and their buying behaviour.
172
Regarding city wise analysis of whether expensiveness of the brand increases

brand`s image, in turn increasing brand preference, it is observed that greater the
development of the city, higher is the belief that expensiveness of the brand
increases brand`s image, in turn increasing brand preference. While 41% of the
respondents in the city of Mumbai believe that expensiveness of the brand
increases brand`s image, in turn increasing brand preference, this figure is 40%
in the city of Hyderabad, 39% for the cities of Lucknow and Patna and 36% for
the city of Bhopal. The consumers in Mumbai have a higher purchasing power
and brand consciousness as compared to Bhopal and this is evident in their
responses and buying behaviour.
173
CHAPTER 9
INFLUENCE OF BRAND IMAGE IN CREATING
CONSUMER PERCEPTION
In present society and living way, the Brands not only represent the symbol of the
company or product but to a larger extent define the general life of a person.
What the person uses can reflect his taste of life, his status in the society, his
economic background and many other things. This makes a deep connection
between the company and its brand, with the consumer. In this two way relation
both are dependent on each other for various different reasons.
Today customers are very deeply connected to the brands. When they purchase
any product like a car, mobile, items of daily need, brand name influence the
consumers choice. Some customers purchase the specific branded things just
due to the brand name. Customers believe that brand name is a symbol of
quality. I found this interesting and wanted to find out whether brand name
influences the consumer choice when they go for purchasing any product. Initially
the car production was dominated by few companies and one or two countries.
With the time, the market started to grow and once considered to be luxurious
commodity, cars became a need rather than a choice. This increased the
demand and with that many more companies entered the arena to have their
share of profit and exploit the growing market.
174
Figure 106: My brand preference is effected by image of the brand

The next question posed before the respondents was whether their brand
preference is effected by image of the brand. It is observed that a very high
percentage of 90% of the respondents replied that the image of the brand effects
their brand preference. It is also observed that male respondents are more
consciousness about image of the brand as compared to female respondents.
While 91% of the male respondents agree that their brand preference is effected
by image of the brand, this percentage is 89% for female respondents. It may be
said that male respondents may not believe in show off to that extent as female
respondents as seen in earlier tables, it is seen here that they are more satisfied
with the brand with a better image. Nevertheless, the respondents across the
genders give a high rating to image of the brand as regards their brand
preference.
175

(Age-wise analysis)
As regards age wise analysis of the effect of image of the brand on brand
preference, it is observed that the lowest age group and the highest age group
are more image consciousness for the brand and this decrease in the middle age
groups. While 89% of the respondents in the age groups of 30-40 years and 2030 years are effected by image of the brand as regards their brand preference,
this figure is 90% for the age group of 15-20 years and 91% for the higher age
groups of 40-50 years and 50 years and above. It may be said that the
consumers in higher age groups have better purchasing power and so they tend
to buy brands with a higher market image. The student population in the lowest
age group is more consciousness in keeping up with members of their peer
group and so generally prefers brands with higher market image.
176

As regards qualification wise analysis of the effect of image of the brand on

brand preference, it is observed that higher the academic attainment, higher is
the image consciousness for the brand which reflects in the brand preference of
the respondents. While 89% of the respondents in the categories of HSC, SSC
and non professional graduates believe that their brand preference is effected by
image of the brand, this figure is 91% for non professional post graduates and
professional graduates. It may be said that greater is the academic attainment,
greater is the earning capacity and purchasing power and this reflects in greater
image consciousness for the brand as regards brand preference. In contrast, non
professional graduates may not be able to earn that much and so have lesser
purchasing power which reflects in lesser image consciousness for the brand.
177

As regards family income wise analysis of the effect of image of the brand on
brand preference, it is observed that higher the family income, higher is the
image consciousness for the brand as regards brand preference. While 89% of
the respondents in the income categories of Rs. 10000-Rs. 20000 and Rs.
20000-Rs. 30000 have replied that their brand preference is effected by image of
the brand, this figure is 90% for the income categories of Rs. 30000 to Rs. 40000
and Rs. 40000- Rs. 50000 and 91% for the income category of more than Rs.
50000. Quite obvious, greater is the family income, greater is the purchasing
power of the consumers which in turn leads to consciousness for brands with
higher image but a little more expensive. Nevertheless, the consumers across all
income categories are seen to be highly image consciousness for the brand and
this in turn effects their brand preference.
178

As regards city wise analysis of the effect of image of the brand on brand
preference, it is observed that greater the development of the city, higher is the
image consciousness for the brand among the respondents which in turn effects
their brand preference. While 91% of the respondents in the city of Mumbai say
that their brand preference is effected by image of the brand, this figure is 90%
for the cities of Hyderabad and Lucknow, 89% for the city of Patna and 88% for
the city of Bhopal. It may be said that the consumers in Mumbai have a higher
purchasing power and image consciousness for the brand as compared to the
consumers in Bhopal and this reflects in the replies of the respondents and their
buying behaviour.
179
Figure 111: Endorsement by a celebrity of a brand increases the image of

the brand for me (Gender-wise analysis)
The next question posed before the respondents was whether endorsement by a
celebrity increases image of the brand. It is observed that nearly 70% of the
respondents agree that endorsement by a celebrity increases the image of the
brand for them. It is also observed that female respondents are a little more
effected by endorsement by celebrity as compared to male respondents. While
68% of the male respondents agree that endorsement by a celebrity of a brand
increases image of the brand for them, this figure is 73% for female respondents.
Thus, marketing companies and apparels retailers can gain a lot more
penetration in the female apparel market as compared to male apparel market by
using the technique of endorsement of the brand by celebrities. This also shows
that female consumers try to imitate the apparel fashion style as followed by their
celebrities.
180

the brand for me (Age-wise analysis)
As regards age wise analysis of whether endorsement by celebrity of a brand

increases image of the brand for respondents, it is observed that lesser the age
of the respondents, greater is the effect of endorsement by celebrities as regards
image of the brand for the respondent. While 74% of the respondents in the age
group of 15-20 years agree that endorsement by a celebrity of a brand increases
the image of the brand for the respondents, this figure is 72% for the age group
of 20-30 years, 70% for the age group of 30-40 years, 68% for the age group of
40-50 years and 66% for the age group of 50 years and above. It may be said
that the younger generation is more fascinated by the fashion style followed by
their celebrities, while the older generation is a little more mature and they search
for some other factors for judging image of the brand and are not that much
fascinated by celebrity endorsement.
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the brand for me (Qualification-wise analysis)
As regards qualification wise analysis of whether endorsement by celebrity of a

brand increases image of the brand for respondents, it is observed that greater
the academic attainment of the respondents, lesser is the fascination for celebrity
endorsement and vice versa. While 76% of the respondents in the SSC category
agree that endorsement by a celebrity increases image of the brand, this figure is
73% for HSC category, 70% for the category of non professional graduates, 69%
for the category of non professional post graduates and 67% for the category of
professional graduates and above. Thus, it may be said that the student
population is more fascinated by celebrity endorsement and try to follow the
celebrity style in their apparel buying. In contrast, with greater academic
attainments, the consumers become a little more mature and thus celebrity
endorsement takes a little backseat.
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the brand for me (Family Income-wise analysis)
As regards family income wise analysis of whether endorsement by celebrity of a

brand increases image of the brand for respondents, it is observed that the
middle income categories are most fascinated by celebrity endorsement and this
effect reduces both with increase as well as decrease in family income. While
73% of the respondents in the income category of Rs 30000-Rs. 40000 agree
that endorsement by a celebrity increases image of the brand, this figure is 70%
for the income categories of Rs. 20000-Rs. 30000 and Rs. 40000-Rs. 50000 and
69% for the income categories of Rs. 10000 to Rs. 20000 and Rs. 50000 and
above. It may be said that the middle income categories have good purchasing
power and they are a little more image conscious. The higher income category
constitutes people with a little more maturity. The lower income group definitely
does not have that much purchasing power to follow fashion style of the
celebrities.
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the brand for me (City-wise analysis)
As regards city wise analysis of whether endorsement by celebrity of a brand

increases image of the brand for respondents, it is observed that the effect of
celebrity endorsement is most in the moderately developed cities and this
reduces both in the high developed cities and low developed cities. While 73% of
the respondents in Lucknow agree that endorsement by a celebrity increases
image of the brand, this figure is 71% for Hyderabad, 70% for Patna, 69% for
Mumbai and 68% for Bhopal. It may be said that the consumers in moderately
developed cities have relatively good purchasing power and can afford to follow
fashion style of celebrities. In contrast, consumers in low developed cities have
comparatively lower purchasing power and so lesser fascination for celebrity
endorsement. Consumers in developed cities are a little more mature and so
again lesser fascination for celebrity endorsement.
184
Figure 116: International presence of the brand increases the image of the
brand for me, thus, increasing my preference for the brand
The next question before the respondents was whether international presence of
the brand increases image of the brand, thus increasing their brand preference. It
is observed that nearly half of the respondents i.e. nearly 51% agree that
international presence increases image of the brand, thus effecting brand
preference. It is also observed that more male respondents consider international
presence of the brand important for image of the brand as compared to female
respondents. While 53% of the male respondents agree that international
presence of the brand increases image of the brand thus increasing their
preference for the brand, this figure is 48% in case of female respondents. Thus,
the international brands may be considered to make greater penetration into the
male apparel market and that female apparel retailers can get more importance
from female consumers if they also venture in the international markets.
185
(Age-wise analysis)
As regards age wise analysis of whether international presence of the brand

increases image of the brand thus increasing brand preference of the
respondents, it is observed that middle age group has greatest fascination for
international brands and this fascination reduces both with increase as well as
decrease in age of the respondents. While 53% of the respondents in the middle
age group of 30-40 years agree that international presence of the brand
increases image of the brand thus increasing brand preference, this figure is 51%
for the age groups of 20-30 years and 40-50 years, 50% for the age group of 1520 years and 49% for the highest age group of 50 years and above. It may be
said that the middle age group has a relatively greater purchasing power and
have a relatively more global attitude.
186
As regards qualification wise analysis of whether international presence of the

brand increases image of the brand thus increasing brand preference of the
respondents, it is observed that the respondents in the moderately qualified
category have the least fascination for international brands and this fascination
increases both with increase as well as decrease in qualification of the
respondents. While 48% of the respondents in the category of non professional
graduates agree that international presence of the brand increases image of the
brand thus increasing their brand preference, this figure is 51% for the categories
of HSC and non professional post graduates, 52% for professional graduates
and 53% for SSC category. It may be said that the student population has a more
global attitude and they try to imitate the fashion in the global arena.
187
As regards family income wise analysis of whether international presence of the

brand increases image of the brand thus increasing brand preference of the
respondents, it is observed that greater the family income greater is the
fascination for international brands and vice versa. While 53% of the respondents
in the income category of more than Rs. 50000 agree that the international
presence increases image of the brand thus increasing brand preference, this
figure is 52% for the income category of Rs. 40000-Rs. 50000, 51% for the
income category of Rs. 30000-Rs40000, 49% for the income category of Rs.
20000-Rs. 30000 and 48% for the income category of Rs. 10000-Rs. 20000. It
may be said that higher the income of the respondents, higher is their purchasing
power and thus higher is their fascination for brands which have international
presence but which are a little more expensive.
188
As regards city wise analysis of whether international presence of the brand

increases image of the brand thus increasing brand preference of the
respondents, it is observed that greater the development of the city, greater is the
fascination for international brands among the consumers and vice versa. While
53% of the respondents in the city of Mumbai agree that international presence
of brand increases image of the brand thus increasing brand preference, this
figure is 52% in Hyderabad, 51% in Lucknow, 49% in Patna and 47% in Bhopal.
It may be said that consumers in developed cities like Mumbai have a higher
purchasing power and so they can afford the brands having international
presence but are a little expensive. Same reasoning i.e. lower purchasing power
in Bhopal explains lower fascination for international in Bhopal.
189
Figure 121: Social and environmental sensitiveness by a company

increases the brand image of its products, thus, effecting my brand
preference (Gender-wise analysis)
The next question before the respondents was whether social and environmental
sensitiveness by a company increases brand image of its products thus effecting
brand preference for the respondents. It is observed that nearly half of the
respondents i.e. nearly 48% of the respondents have agreed that social and
environmental sensitiveness by a company increases brand image of its products
thus effecting brand preference. Further it is observed that female respondents
are more sensitive towards social and environmental issues and that their brand
preference is towards the brands of those companies which are socially and
environmentally sensitive. While 46% of the male respondents agree that social
and environmental sensitiveness by a company increases brand image of its
products thus effecting brand preference, this figure is 51% for female
respondents.
190

preference (Age-wise analysis)
As regards age wise analysis of whether social and environmental sensitiveness

by a company increases brand image of its products thus effecting brand
preference of the respondents, it is observed that greater the age of the
respondents greater is the effect of on their brand preference of the products of
the company which has social and environmental sensitiveness. While 46% of
the respondents in the age group of 15-20 years agree that social and
environmental sensitiveness by a company increases brand image of its products
thus effecting brand preference of the respondents, this figure is 47% for the age
group of 20-30 years, 48% for the age group of 30-40 years, 49% for the age
group of 40 -50 years and 51% for the age group of 50 years and above.
191

preference (Qualification-wise analysis)
As regards qualification wise analysis of whether social and environmental

brand preference of the respondents, it is observed that that the moderately
qualified respondents have most sensitiveness for social and environmental
issues thus effecting brand preference of the respondents and this effectiveness
reduces both with increase as well as decrease in academic attainment of the
respondents. While 50% of the respondents in the category of non professional
graduates agree that social and environmental sensitiveness by a company
increases brand image of its products thus effecting brand preference of the
respondents, this figure is 48% for the categories of HSC and non professional
post graduates and 47% for the categories of SSC and professional graduates
and above.
192

preference (Family Income-wise analysis)
As regards family income wise analysis of whether social and environmental

brand preference of the respondents, it is observed that the middle income
categories are most sensitive towards social and environmental issues which
effects their brand preference and this effect reduces both with increase as well
as decrease in family income. While 50% of the respondents in the family income
category of Rs. 30000-Rs. 40000 agrees that social and environmental
brand preference of the respondents, this figure is 49% for the income category
of Rs. 40000-Rs. 50000, 48% for the income category of Rs. 20000- Rs. 30000
and 47% for the income categories of Rs. 10000- Rs. 20000 and more than Rs.
50000.
193

preference (City-wise analysis)
As regards city wise analysis of whether social and environmental sensitiveness

by a company increases brand image of its products thus effecting brand
preference of the respondents, it is observed that the respondents in the
moderately developed cities are most sensitive for social and environmental
issues which effects their brand preference and this effectiveness decrease both
in the lesser as well as greater developed cities. While 51% of the respondents in
the city of Lucknow agree that social and environmental sensitiveness by a
company increases brand image of its products thus effecting brand preference
of the respondents, this figure is 49% in the city of Patna, 48% in the city of
Hyderabad, 47% in the city of Mumbai and 45% in the city of Bhopal.
194
Figure 126: Image of a brand in society effects the level of satisfaction

derived by me after I buy the brand (Gender-wise analysis)
The last question that was posed before the respondents was whether image of
a brand in society effects the level of satisfaction derived by them after they buy
the brand, it is observed that nearly 61% of the respondents agree that image of
a brand in society effects the level of satisfaction derived by them after they buy
the brand. It is also observed that male respondents are more conscious about
image of the brand which effects their brand preference as compared to female
respondents. While 63% of the male respondents agree that image of a brand in
society effects the level of satisfaction derived by them after they buy the brand,
this figure is 58% for female respondents. Thus, the apparel marketing
companies and apparel retailers of male apparels are likely to be more positively
effected by improving image of the brand as compared to companies selling
female apparels.
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derived by me after I buy the brand (Age-wise analysis)
As regards age wise analysis of the effect of image of the brand in society on the
level of satisfaction derived by the respondents after they buy the brand, it is
observed that greater the age of the respondents, greater is the effect of image
of the brand in society on the level of satisfaction derived by the respondents
after they buy the brand and this effect reduces with the reduction in age of the
respondents. While 59% of the respondents in the age group of 15-20 years
agree that image of the brand in society effects their level of satisfaction derived
by them after they buy the brand, this figure is 60% in the age group of 20-30
years, 61% in the age group of 30-40 years, 62% in the age group of 40 50
years and 64% in the age group of 50 years and above. Thus, it may be said that
the consumers in the highest age group are very much matured and thus they
consider image of the brand an important factor in brand preference.
196

derived by me after I buy the brand (Qualification-wise analysis)
As regards qualification wise analysis of the effect of image of the brand in

society on the level of satisfaction derived by the respondents after they buy the
brand, it is observed that greater the academic attainment of the respondents,
greater is their image consciousness of the brand which effects their level of
satisfaction after they buy the brand and this effect reduces with reduction in
academic attainment of the respondents. While 63% of the respondents in the
category of professional graduates agree that image of the brand effects their
level of satisfaction derived after they buy the brand, this figure is 62% in the
category of non professional post graduates, 60% in the category of non
professional graduates, 59% in the HSC category and 58% in the SSC category.
It may be said that with academic attainments, people become more mature and
thus their image consciousness of the brand increases.
197

derived by me after I buy the brand (Family Income-wise analysis)
As regards family income wise analysis of the effect of image of the brand in
society on the level of satisfaction derived by the respondents after they buy the
brand, it is observed that with the increase in family income, image
consciousness of the brand increases effecting level of satisfaction and this
effect decreases with decrease in family income. While 63% of the respondents
in the family income category of more than Rs. 50000 agree that image of the
brand effects their level of satisfaction after they buy the brand, this figure is 62%
for the income category of Rs. 40000-Rs. 50000, 61% for the income category of
Rs. 30000-Rs. 40000, 59% for the income category of Rs. 20000-Rs. 30000 and
57% for the income category of Rs. 10000-Rs. 20000. It may be said that with
the increase in family income, consumers are able to afford expensive brands
which have good image in society and this positively effects level of satisfaction
derived by the consumers after they buy such brands.
198

derived by me after I buy the brand (City-wise analysis)
As regards city wise analysis of the effect of image of the brand in society on the
level of satisfaction derived by the respondents after they buy the brand, it is
observed that greater the development of the city, greater is the image
consciousness of the brand which effects level of satisfaction derived by the
consumers after they buy the brand. While 63% of the respondents in the city of
Mumbai agree that image of the brand in society effects their level of satisfaction
derived by them after they buy the brand, this figure is 62% in the city of
Hyderabad, 60% in the city of Lucknow, 59% in the city of Patna and 58% in the
city of Bhopal. It may be said that in Mumbai people have a greater purchasing
power than in Bhopal and so they can afford to buy the brands which have a
good image but which are a little expensive and this increases the level of
satisfaction derived by them after they buy the brand.
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CHAPTER 10
CONCLUSIONS AND RECOMMENDATIONS
Consumer perception can be viewed as an outcome that takes into account the
cultural aspects as well as changes in buying behavior. The relationship between
characteristics of both consumers and brands are becoming increasingly
important marketing problems, particularly with characteristics such as
materialism being a strong driver of acquiring and consuming specific types of
brands. As such, this study focuses on examining the relationships between
consumer characteristics, including gender, nationality and level of materialism
with brand perception. Consumers perceive brands as providing both emotional
benefits (e.g. display of status, wealth and prestige) and utilitarian benefits (e.g.
quality and low price). Their brand perception influences their buying behavior.
Here it is stated that higher the preference for the brand, higher is the positive
consumer perception which in turn reflects positive buying behavior.
The present study has aimed to determine the factors affecting Indian
consumers' buying behavior towards branded apparel that is available in their
national market. The study has provided the demographic variation of the
consumers for making choices for branded apparel. The study has been
and Bhopal. To get a clear understanding of role of different factors and
marketing strategies in creating a brand and finally effecting consumer
200
perception and in turn consumer buying behavior, various factors such as

Advertising of the brand, Sales Promotion for the brand, Price of the brand and
Image of the brand have been studied with respect to various demographic
factors such as Age, Gender, Education, Monthly family income and Place of
stay of the respondents.
CONCLUSIONS OF THE STUDY

Following are the various conclusions drawn from the study along with the details
as to how they have gone to test the hypothesis of the study:
H11: Males prefer branded apparel more than female buyers
More than 80% of the respondents were found agreeing or strongly agreeing that
while shopping for apparels, they prefer branded apparels to unbranded
apparels. It has also been found that male respondents prefer branded apparels
to unbranded apparels more in comparison to the female respondents. However,
this difference is only of nearly 2%. The respondents in the highest age group of
50 and above have the greatest preference for branded apparels than unbranded
apparels and this preference reduces with the reduction in the age groups.
Nearly 91% of the respondents in the category of professional graduates and
above have preference for branded apparels than unbranded apparels, which
reduces with the reduction in academic achievement of the respondents. Higher
the family income, higher is the preference for branded apparels. More than 90%
of the respondents in Mumbai prefer branded apparels than unbranded apparels.
201
Quite similar is the trend in Hyderabad. Lucknow is also not very far behind,
though Patna has not shown that much preference for branded apparels.
However, Bhopal has given very astonishing results where only a little more than
half of the respondents have shown preference for branded apparels.
While nearly 80% of the respondents have preference for branded apparels than
unbranded apparels, only 50% have preference for a specific brand. Female
respondents are more fickle as compared to male respondents as regards
preference for a specific brand is concerned while shopping for branded
apparels. Older generation is more specific about a particular brand while
shopping for branded apparels, whereas a very little percentage of younger
generation has such liking for a specific apparel brand. Nearly 76% of the
respondents belonging to the category of professional graduates prefer a specific
brand, while a very little percentage of only 17% of the respondents in the lowest
qualification category prefer a specific brand. Greater the family income, greater
is the preference for a specific apparel brand. Mumbai has the highest
preference for specific brands, whereas Bhopal has the least preference for
specific brands. It is also observed across the five cities that though people
generally prefer branded apparels than unbranded apparels, they are generally
fickle for specific brands.
202
H22: Socio economic and cultural background of consumers has an

impact on their perception
In only 50% of the cases, the brand preference of the respondents is influenced
by his/her self opinion rather than the opinion of his/her family members. In case
of female respondents, only 43% are influenced by their self opinion rather than
the opinion of family members, whereas nearly 50% of the male respondents are
influenced more by the opinion of the family members rather than their self
opinion. The middle aged people in the age group of 30 to 40 years are the most
family oriented as regards their purchase of branded apparels is concerned. The
two extremes in the five age groups are observed to be most self centered as
regards their purchase of branded apparels is concerned. The most educated are
most self centered and are influenced more by their self opinion than by the
opinion of their family members. In contrast, the moderately educated and the
matured category of non professional post graduate and above are least
influenced by their self opinion and most by the opinion of their family members.
Higher the income, higher is the self centric attitude and vice versa. Mumbaikars
are most self centered and are followed by people from Hyderabad, Lucknow,
Patna and Bhopal, in that order.
Nearly three quarters of the respondents agreed that their brand preference is
influenced demonstratively by their friends, colleagues, co workers, i.e. their peer
group. Here, the female respondents were a little ahead than their male
counterparts by difference of nearly 5%. Lesser is the age of the respondent,
203
greater is the influence of his/her peer group on the brand preference. Nearly
three quarters of the respondents in all but one segment say that their brand
preference is influenced demonstratively by their peer group. Only 67% of the
respondents in the category of professional graduates and above agree on the
influence of their peer group on their brand preference. In all but one categories,
greater the family income greater is the influence of the peer group. The family
income group of more than Rs. 50,000 depends more on their own taste and
preferences and are not that much influenced by their peer group. Greater the
development of the city, greater is the influence of peer group on brand
preference for the respondents.
Good image of the brand is by and large the most prominent factor for brand
preference. This is followed by good advertising for the brand, good sales for the
brand and value for money vis--vis price of the brand, in that order. The same
pattern of factors for brand preference is visible among male respondents.
However, female respondents exhibit nearly opposite order for these factors. For
them value for money vis--vis price of the brand is the most important factor for
brand preference which is followed by good sales promotion for the brand, good
image of the brand and good advertising for the brand in that order. Good
advertising for the brand is the more important factor for the age group of 15 to
20 years and the importance reduces with increase in age of the respondents.
Good sales promotion for the brand is more important for the middle aged groups
of 20 to 30 years, 30 to 40 years and 40 to 50 years. The price of the apparel is
204
more important for the matured age group of 30 to 40 years and the importance
reduces with the increase or decrease in ages. Importance of good image of the
brand increases with increase in age. In all, for the lower age groups of 15 to 20
years, 20 to 30 years and 30 to 40 years, advertising is the most important factor
for brand preference, for the senior age groups of 40 to 50 years and 50 years
and above, it is good image of the brand. Lesser the qualification, greater is the
importance of advertising and price of the apparel and lesser the qualification,
lesser is the importance of sales promotion and image of the brand. By and
large, across all the academic categories, good image of the brand is most
important factor for brand preference and value for money vis--vis price of the
brand is the least important factor for brand preference. Greater is the family
income, greater is the importance for advertising and image of the brand. In
contrast, lesser is the family income, greater is the importance of sales promotion
and price of the brand. Except Bhopal, all the other four cities give more
importance to advertising and image of the brand. In contrast, Bhopal has more
importance for sales promotion and price of the brand. Patna exhibits the most
balanced approach towards factors of brand preference. The city has given
nearly equal importance i.e. 25% to all the four factors of brand preference.

Perception
Nearly 95% of the respondents believe that advertising is an effective medium of

creating brand preference among consumers. Quite similar are the replies of
205
both the male and female respondents. However, male respondents are a little
more effected by the advertising than their female counterparts. Lesser the age
of the respondents, greater is the effectiveness of advertising on brand
preference and this effectiveness reduces, but not very much, with increase in
age. Lesser the academic achievement greater is the effectiveness of advertising
on brand preference. Higher the income level, higher is the effectiveness of
adverting on brand preference. The fashion capital of Mumbai gives nearly 98%
to the effectiveness of advertising on brand preference. This figure is nearly 96%
for Hyderabad, 95% for Lucknow and Patna and 91% for Bhopal.
Nearly a quarter of the respondents selected electronic media as the most

effective medium of advertising having bearing on brand preference. This was
followed by print media, outdoor advertising, SMS and telecalling and web
advertising, in that order. Quite similar trend was observed in the replies by the
female respondents. However, as regards male respondents, it is observed that
they have an equal liking for electronic media and print media which is followed
by outdoor advertising, web advertising and SMS and telecalling, in that order.
Five mediums of advertising have totally different effectiveness on brand
preference of the five age groups. As regards the youngest age groups, greatest
effectiveness is by electronic media, while highest age categories show greatest
preference for print media and outdoor advertising. Whereas the student
population of SSC and HSC do not consider print media important for brand
preference, it is the most important medium of advertising as regards the other
206
three higher categories of academic qualification. While the lower income groups
have liking for outdoor advertising and print media, the higher income groups
prefer electronic media and SMS and telecalling. Electronic media is a major
effective medium of advertising in Mumbai, Hyderabad and Lucknow. As regards
Patna outdoor advertising is the major effective medium of advertising, while it is
print media in Bhopal.
The pride appeal has the greatest influence on brand preference of the
respondents. This is followed by sex appeal, love appeal, joy appeal, and
humour appeal, in that order. This pattern of advertising appeals was quite
similar for both male and female respondents. However, it is also observed that
whereas joy appeal, humour appeal and pride appeal have greater influence on
male respondents as compared to female respondents, the reverse is true in
case of love appeal and sex appeal. In all the age categories pride appeal leads
in influencing the brand preference and is followed by sex appeal, love appeal,
joy appeal, and humour appeal, in that order. Pride appeal leads the pack among
all the academic categories. Joy appeal and humour appeal are most important
for SSC, sex appeal for non professional graduates, love appeal for non
professional post graduates and pride appeal for professional graduates. Joy
appeal and humour appeal are most influential for income group upto Rs. 20,000
as compared to other income groups. Further, love appeal and pride appeal are
most influential for income group more than Rs. 50,000 as compared to other
groups. Similarly, sex appeal is most influential for the middle income group.
207
Pride appeal is most influential across the respondents in all the cities. This is
followed by sex appeal in the four cities viz, Mumbai, Hyderabad, Lucknow and
Patna. In Bhopal the second most influential advertising appeal is love appeal.
Nearly 70% of the respondents agree to the fact that endorsement by celebrities
does effect their brand preference. Nearly three quarters of female respondents
do agree that endorsement by celebrities effect their brand preference. In
contrast, nearly 65% of the male respondents agree that endorsement by
celebrities effect their brand preference. The younger generation of 15-20 years
is the most influenced by endorsement by celebrities. The percentage of
respondents who get influenced by endorsement by celebrities reduces with
increase in age. Across all the categories of qualifications, nearly 70% of the
respondents agree that they get influenced by the endorsement by celebrities.
The influence of endorsement by celebrities reduces, but not very much, with
increase in family incomes. While nearly 72% of the respondents in the lowest
income group agree that endorsement by celebrities influence their brand
preference, this percentage is nearly 70% for the next two higher income groups
and nearly 69% for the highest two income groups. Lucknow leads the pack with
more than three quarters of the respondents agreeing that endorsement by
celebrities effect their brand preference. This is followed by nearly 70% in Patna,
nearly 68% in Hyderabad and nearly 67% in Mumbai and Bhopal.
208
Majority of the respondents disagree that gimmicks and publicity stunts have any
effect on their brand preference. Effect of gimmicks and publicity stunts on brand
preference is a little more for female respondents as compared to their male
counterparts. Younger the generation, greater is the effect of gimmicks and
publicity stunts. Higher the academic attainment lesser is the effect of gimmicks
and publicity stunts on brand preference of the respondents. Higher the income
level lesser is the effect of gimmicks and publicity stunts on brand preference.
More developed the city, lesser is the effect of gimmicks and publicity stunt.
Nearly 93% of the respondents agreed that sales promotion does effect their
preference for the brand. Only nearly 7% of the respondents said that sales
promotion techniques are not very effective for brand preference. Female
respondents are more effected by sales promotion techniques than the male
respondents. Lesser the age of the respondents, greater is the effectiveness of
sales promotion techniques. Higher the academic attainment, lower is the effect
of sales promotion techniques on brand preference. Sales promotion techniques
are least effective on either the lowest income groups or the highest income
groups. Middle class is effected most by the sales promotion techniques as
regards brand preference. Sales promotion techniques are least effective either
in most developed cities or least developed cities and are most effective in the
medium cities.
209
Free goods/gifts have the highest level of effectiveness on brand preference.

This is followed by patronage rewards, coupons, cash refund offers and sales
contests. There are marked dissimilarities between the responses given by male
and female respondents. While male respondents have replied that the
effectiveness of patronage rewards is the most, female respondents have replied
that the effectiveness of free goods/gifts is the most. Coupons and sales contests
are comparatively most important for the age group of 15-20 years than other
age groups. Similarly, for free goods/ gifts it is the age group of 20-30 years and
for cash refund offers and patronage rewards, it is age group of 50 years and
above. Coupons and sales contests are most important for SSC category, free
goods for non professional post graduates, cash refund offers and patronage
rewards for professional graduates. Cash refund offers and free goods are most
important for lowest income category, coupons and sales contests for the middle
income category and patronage rewards for the fourth income category. Sales
contests is most important in Mumbai, coupons in Hyderabad, patronage rewards
in Lucknow, cash refund offers in Patna and free goods in Bhopal.
Only 40% of the respondents agree that stalls/kiosks of the brand have effect on
their brand preference. It is further observed that female respondents are a little
more effected by stalls/kiosks of the brand than the male respondents. With
increase in age, fascination with stalls/kiosks of the brand in malls/ /market
places decreases. With increase in academic attainment, the effectiveness of
stalls/kiosks of the brand in malls/ /market places on brand preference
210
decreases. Middle income group has the greatest affect of stalls/kiosks of the
brand in malls/ /market places on their brand preference and this effect reduces
both with increase in income as well as decrease in income. Respondents in the
less developed cities are lesser effected by stalls/kiosks of the brand in malls/
/market places, the respondents are moderately effected by stalls/kiosks of the
brand in malls/ /market places in the most developed cities and most effected by
stalls/kiosks of the brand in malls/ /market places in the moderately developed
cities.
47% of the respondents agree that good environment in the shop (lighting,
window display, mannequins, music, ambience, etc.) of a brand helps in
increasing preference for the brand. Nearly half of the female respondents agree
that good environment in the shop of a brand helps in increasing preference for
the brand, this figure is only 44% for male respondents. With the increase in age
the effectiveness of good environment of the shop of a brand on brand
preference decreases. Lowest qualified and the highest qualified are the most
effected by good environment of the shop of a brand, while the moderately
qualifies are least effected by good environment of the shop of a brand.
Effectiveness of good environment of the shop of a brand on brand preference is
lowest in both lowest income category as well as highest income category and
highest in case of middle income category. Greater the development of the city,
greater is the effectiveness of good environment of the shop of a brand on brand
preference of the consumers.
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Nearly 50% of the respondents agree that convenience of shopping as provided

through telemarketing and e-marketing helps in increasing their brand
preference. This figure is nearly 52% for male respondents and 48% for female
respondents. With increase in age the effectiveness of convenience of shopping
as provided through telemarketing and e-marketing on brand preference
decreases. Lowest qualified and the highest qualified are most effected by
convenience of shopping as provided through telemarketing and e-marketing,
whereas the moderately qualified are least effected by convenience of shopping
as provided through telemarketing and e-marketing. Higher the family income
higher is the positive effect of convenience of shopping as provided through
telemarketing and e-marketing. More developed the city, greater is the effect of
convenience of shopping as provided through telemarketing and e-marketing.
H44: Price of branded apparel inhibits potential consumers from

purchasing
Nearly 79% of the respondents agree that the price of the brand plays a very
significant role in creating preference for the brand. This percentage is a little
higher at nearly 80% for the female respondents and nearly 78% for the male
respondents. The lowest age group and the highest age group are least price
conscious and that this figure is greatest in the middle age groups. Moderately
qualified respondents are most effected by price of the brand as regards their
brand preference and this figure reduces with increase in academic attainment or
decrease in academic attainment. Effectiveness of price of the brand on brand
212
preference decreases with increase in family income. Higher the development of

the city, lower is the effectiveness of price of the brand on brand preference and
vice versa.
Nearly 38% of the respondents agree that increase in price of their favourite
brand effects their preference for the brand. It is also observed that female
respondents are more effected by increase in price of their favourite brand as
compared to the male respondents. Respondents in the middle age group are
most effected by increase in price of their favourite brand and this figure
decreases with both increase as well as decrease in age groups. Effect of
increase in price of their favourite brand on the preference for the brand is seen
most in moderately qualified respondents and this decrease with both increase
as well as decrease in academic attainment. With increase in family income the
effect of increase in price of favourite brand of the consumers on their brand
preference decreases. Greater the development of the city, lesser is the effect of
increase in price of favourite brand of the consumers on their brand preference
41% of the respondents agree that with decrease in price of competing brands,
preference for their brands gets effected. It is also observed that females are to a
little extent more effected by decrease in price of competing brands as compared
to the male respondents. Middle age group is most effected by the decrease in
price of competing brands effecting their preference for their favourite brand and
this figure reduces both with increase as well as decrease in age. Moderately
213
qualified respondents are most effected as regards preference of their favourite

brand upon decrease in price of competing brands and this figure decreases both
with increase as well as decrease in academic attainment. Higher the family
income, lesser is the effect on preference for favourite brand upon decrease in
price of competing brands. More the development of the city, lesser is the effect
on preference for the favourite brand upon decrease in price of competing
brands.
Nearly 28% of the respondents agree that price of the competing brands is the
most important factor that effects their decision regarding brand preference while
they are shopping for a particular type of apparel for the first time. It is also
observed that female respondents are more effected as regards their decision
pertaining to brand preference by price of the competing brands while shopping
for a particular type of apparel for the first time. Middle age group is most
effected by price of competing brands and this effect decrease both with increase
as well as decrease in age. Moderately qualified category is most effected by
price of the competing brands, as regards their decision for brand preference,
while shopping for a particular type of apparel for the first time and this effect
decreases both with increase as well as decrease in academic attainment.
Greater the family income, lesser is the effect of price of competing brands as
regards their decision for brand preference, while shopping for a particular type
of apparel for the first time and this effect increases with decrease in family
income. Greater the development of the city, lesser is the effect of competing
214
brands on decision regarding brand preference, while shopping for a particular

type of apparel for the first time.
Nearly 39% of the respondents agree that expensiveness of the brand increases
the image of the brand for them and which in turn increases the preference for
the brand. It is also observed that female respondents consider expensiveness of
the brand as one of the factors for brand image as compared to male
respondents. With the increase in age group, greater proportion of respondents
believe that expensiveness of the brand increases brands image which in turn
increases the brand preference. Higher the academic attainment, higher is the
belief that expensiveness of the brand increases brand`s image which in turn
increases brand preference. Higher the family income, higher is the belief that
preference. Greater the development of the city, higher is the belief that
preference.
H55: There is an association between brand image and personal

satisfaction
Very high percentage of 90% of the respondents replied that the image of the
brand effects their brand preference. It is also observed that male respondents
are more consciousness about image of the brand as compared to female
215
respondents. The lowest age group and the highest age group are more image
consciousness for the brand and this decrease in the middle age groups. Higher
the academic attainment, higher is the image consciousness for the brand which
reflects in the brand preference of the respondents. Higher the family income,
higher is the image consciousness for the brand as regards brand preference.
Greater the development of the city, higher is the image consciousness for the
brand among the respondents which in turn effects their brand preference.
Nearly 70% of the respondents agree that endorsement by a celebrity increases

the image of the brand for them. It is also observed that female respondents are
a little more effected by endorsement by celebrity as compared to male
respondents. Lesser the age of the respondents, greater is the effect of
endorsement by celebrities as regards image of the brand for the respondent.
Greater the academic attainment of the respondents, lesser is the fascination for
celebrity endorsement and vice versa. Middle income categories are most
fascinated by celebrity endorsement and this effect reduces both with increase
as well as decrease in family income. Effect of celebrity endorsement is most in
the moderately developed cities and this reduces both in the high developed
cities and low developed cities.
Nearly half of the respondents i.e. nearly 51% agree that international presence
increases image of the brand, thus effecting brand preference. It is also observed
that more male respondents consider international presence of the brand
216
important for image of the brand as compared to female respondents. Middle age
group has greatest fascination for international brands and this fascination
reduces both with increase as well as decrease in age of the respondents.
Respondents in the moderately qualified category have the least fascination for
international brands and this fascination increases both with increase as well as
decrease in qualification of the respondents. Greater the family income greater is
the fascination for international brands and vice versa. Greater the development
of the city, greater is the fascination for international brands among the
consumers and vice versa.
Nearly half of the respondents i.e. nearly 48% of the respondents have agreed
that social and environmental sensitiveness by a company increases brand
image of its products thus effecting brand preference. Further it is observed that
female respondents are more sensitive towards social and environmental issues
and that their brand preference is towards the brands of those companies which
are socially and environmentally sensitive. Greater the age of the respondents
greater is the effect of on their brand preference of the products of the company
which has social and environmental sensitiveness. Moderately qualified
respondents have most sensitiveness for social and environmental issues thus
effecting brand preference of the respondents and this effectiveness reduces
both with increase as well as decrease in academic attainment of the
respondents. Middle income categories are most sensitive towards social and
environmental issues which effect their brand preference and this effect reduces
217
both with increase as well as decrease in family income. Respondents in the

moderately developed cities are most sensitive for social and environmental
issues which effects their brand preference and this effectiveness decrease both
in the lesser as well as greater developed cities.
Nearly 61% of the respondents agree that image of a brand in society effects the
level of satisfaction derived by them after they buy the brand. It is also observed
that male respondents are more conscious about image of the brand which
effects their brand preference as compared to female respondents. Greater the
age of the respondents, greater is the effect of image of the brand in society on
the level of satisfaction derived by the respondents after they buy the brand and
this effect reduces with the reduction in age of the respondents. Greater the
academic attainment of the respondents, greater is their image consciousness of
the brand which effects their level of satisfaction after they buy the brand and this
effect reduces with reduction in academic attainment of the respondents. With
the increase in family income, image consciousness of the brand increases
effecting level of satisfaction and this effect decreases with decrease in family
income. Greater the development of the city, greater is the image consciousness
of the brand which effects level of satisfaction derived by the consumers after
they buy the brand.
218
RECOMMENDATIONS OF THE STUDY

Recommendations from the study flow from the conclusion drawn in the study
and from the Hypothesis which have been tested. Following are the important
recommendations of the study:
1. While nearly 80% of the respondents have preference for branded apparels
than unbranded apparels, only 50% have preference for a specific brand. This
is an eye opener for the companies in the business of retail apparel sector.
They cannot sit back and do the marketing in the traditional manner. Infact
they should be proactive in their marketing techniques as they cannot take
the customers for granted as they have a high sense of fickleness within the
different apparel brands.
2. Good image of the brand is by and large the most prominent factor for brand
preference. This is followed by good advertising for the brand, good sales for
the brand and value for money vis--vis price of the brand, in that order.
Thus, the companies in apparel retail sector ought to invest too uch on
betterment of image of their brands by whatever techniques they feel suitable.
3. Nearly 95% of the respondents believe that advertising is an effective medium

of creating brand preference among consumers. Thus, retail apparel
companies should not definitely forget that good advertising is necessary both
for good brand image as well as for customer consciousness and awareness.
219
4. Nearly 70% of the respondents agree to the fact that endorsement by

celebrities does effect their brand preference. Thus, retail apparel companies
should invest in signing contracts with the celebrities as this not only gives
publicity to the brands but increases the image of the brand which again is
important for brand preference.
5. Majority of the respondents disagree that gimmicks and publicity stunts have
any effect on their brand preference. Thus, the retail apparel companies
should as far as possible shun gimmicks and publicity stunts as it not only
adversely affects brand preference but also adversely affects the image of the
brand.
6. Nearly 93% of the respondents agreed that sales promotion does effect their
preference for the brand. Thus, retail apparel companies should invest heavily
on sales promotion techniques, especially the free goods and gifts and visual
merchandising.
7. Nearly 50% of the respondents agree that convenience of shopping as

provided through telemarketing and e-marketing helps in increasing their
brand preference. Thus, the retail apparel companies should focus on
providing better and easy access to their websites from where the customers
should be provided maximum information and should help them buy the
apparels with minimum hassles. Also, the companies should provide for
220
better customer care centers from where the executives may help the
customers in the best possible manner.
8. Nearly 79% of the respondents agree that the price of the brand plays a very
significant role in creating preference for the brand. Thus, apparel retail
companies should focus on the affordability of their brands as only then they
can reach the masses and maximize their revenues through higher sales and
volumes.
9. Nearly half of the respondents i.e. nearly 51% agree that international
presence increases image of the brand, thus effecting brand preference.
Thus, the retail apparel companies should also venture outside the domestic
market as this will not only increase their base for sales but will also better the
image of their brands in the domestic market thus increasing preference for
their brands.
10. Nearly half of the respondents i.e. nearly 48% of the respondents have
agreed that social and environmental sensitiveness by a company increases
brand image of its products thus effecting brand preference. Thus, retail
apparel companies should focus on the ventures in Corporate Social
Responsibility (CSR) and should make their brands look like the brands for
the masses and not only for the elite classes.
221
ANNEXURE
222
CASE STUDIES
A case study is an in-depth investigation of a single individual, group, or event to

explore causation in order to find underlying principles. Rather than using
samples and following a rigid protocol (strict set of rules) to examine limited
number of variables, case study methods involve an in-depth, longitudinal (over a
long period of time) examination of a single instance or event: a case. They
provide a systematic way of looking at events, collecting data, analyzing
information, and reporting the results. It is generally believed that the case-study
method was first introduced into social science by Frederic Le Play in 1829 as a
handmaiden to statistics in his studies of family budgets. When the Harvard
Business School was started, the faculty quickly realized that there were no
textbooks suitable to a graduate program in business. Their first solution to this
problem was to interview leading practitioners of business and to write detailed
accounts of what these managers were doing.
Case studies lend themselves to both generating and testing hypotheses. With
this end in view, studies of various cases in the field of consumer perception and
product branding has been done in the present research work. Out of these case
studies, ten case studies were selected for presentation in this thesis. These ten
case studies pertain to the most trusted and respected brands in the field of
apparel retailing and thus are most pertinent for writing in this thesis.
223
CASE 1: ADIDAS
Adidas is a German shoe, clothing and apparel company that also owns Reebok,
Taylor Made and Rockport. Besides sports footwear, the company also produces
other products such as bags, shirts, watches, eyewear and other sports and
clothing related goods. The new millennium has brought about an Adidas
renaissance; the brand has steadily regained market share over the past five
years to become the world's number two athletic shoe company (behind Nike).
Reinvention was key, not only for the Adidass marketing strategy, but also for its
product line. In the 1990s, Adidas signed the world No. 1 batsman Sachin
Tendulkar and made shoes for him. In 2008, Adidas made their move into
English cricket market by sponsoring English batting star Kevin Pietersen. The
following year they signed up fellow England player Ian Bell, Pakistan player
Salman Butt and Indian Player Ravindra Jadeja. Having made cricket footware
for many years, the company finally entered the field of bat manufacture in 2008
and their products are available in Incurza, Pellara and Libro ranges. Adidas
also manufactures the uniforms worn by both the England cricket team and the
Australian cricket team. In 2008 and 2009 in both the seasons of the Indian
Premier League (IPL), it took up the sponsorship of the Mumbai Indians and the
Delhi Daredevils. Adidas also designs and makes sandals, watches, eyewear,
bags, baseball caps, and socks. As well, Adidas has a branded range of male
and female deodorants, perfumes, aftershave and lotions. The company uses the
manufacturing unit of Lakhani footwear to manufacture the locally produced
Adidas range in India.
224
CASE 2: Aza Fashions Private Limited

Aza Fashions Private Limited is one of the most well-established high-end
couture, multi-designer store in the country. Aza, the multi designer brand is
perceived as a fashion destination which offers them wide range of designer
merchandise suitable to their casual, evening and wedding wear needs. The best
part is it offers the wide range of accessories like jewellery, bags, and footwear
along with the designer apparel. AZA houses over 50 of the top Indian designers.
This includes Rohit Bal, Sabysachi Mukerjee, Anamika Khanna, Manish
Malhotra, Varun Bahl, Tarun Tahiliani, Raakesh Agarwal, Priyadarshini Rao,
Pallavi Jakishan, Rocky S, Meghna K, Prriya Awasthy & Tarana Masand, Suneet
Verma, Manish Arora, Neeta Lulla, Anuj Sharma, Aneeth Arora, Debarun
Mukherjee, Digvijay Singh, Kunal Rawal, Nachiket Barve, Nimita Rathod, Nitin
Bal Chauhan, and Vivek Karunakaran & Vivek Kumar. and many many more.
Events at the AZA store and promoter Alka Nishar are regularly featured in
fashion journals such as Vogue India, LOfficiel, etc. AZA is a major player at the
Fashion Weeks. AZA is the official co-sponsor at the Lakme Fashion Week since
the last few years. They have also sponsored the annual Fashion Awards. Aza
presented as sponsor for the GenNext Show, a unique initiative by Lakme
Fashion Week. Aza has reiterated their commitment to and belief in both IMG
and Lakme, the two pillars of the fashion industry in India. Dr. Alka Nishar of Aza,
said, As a leading fashion brand it is always been our endeavor to promote
aspiring designers and be a footprint of the newest trends in the world of fashion
and style.
225
CASE 3: French Connection

French Connection is one of the strongest brands on the British high street with
operations spreading in over 25 countries. The whole business is born out of a
desire to be original, distinctive and accessible. French Connection is a credible
and focused fashion brand that speaks through its product. It is a brand that
celebrates personal style without the gimmicks. With more than 1,500 outlets
across 25 countries worldwide, French Connection is truly a global fashion brand.
It has ensured that the brand in India emulates the same global strategy with
respect to timely seasonal launches, competitive pricing and the highest
standards of service. FCUK is a short, sharp name to stand for French
Connection. Whether fcuk has shocked or amused, it certainly makes one think.
Bold, witty and intelligent, it demonstrates how French Connection has given
personality to its brand, a rare achievement on todays crowded high street. FC
has 4 branding categories: French Connection all fashion pieces like dresses,
tops, shirts, trousers, formal jackets; FCUK casual lines like tees, denims,
casual jackets; FC 72 casual lines of polos, sweats & vintage sportswear; and
French Connection formal Lines of formal shirts and Top wear. French
Connection believes in fashion that is edgy and not everybody can carry it. Its
fashion conscious is not victimized by fashion, it is ahead of times. Its fashion is
unique & distinctive and the fashion that exudes & reflects. The brand French
Connection is present in premium upscale retail locations across the country.
They already have set very high standards of customer service and boast of a
strong product base.
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CASE 4: LEVIS
Levi's was founded in 1873 in San Francisco, specializing in riveted denim jeans
and different lines of casual and street fashion; Levi Strauss & Co. is a worldwide
corporation organized into three geographic divisions. The company employs a
staff of approximately 10,500 people worldwide, and owns and develops a few
brands. Levi Strauss, the inventor of the quintessential American garment - the
blue jean - imported dry goods clothing, underwear, umbrellas, handkerchiefs,
bolts of fabric and sold them to the small stores that were springing up all over
California and the West. In 1872, Levi received a letter from Jacob Davis, a
Reno, Nevada tailor. Davis was one of Levi Strauss regular customers; he
purchased bolts of cloth from the company to use for his own business. In his
letter, he told the prosperous merchant about the interesting way he made pants
for his customers: he placed metal rivets at the points of strain - pocket corners,
and at the base of the button fly. He did this in order to make the pants stronger
for the laboring men who were his customers. He wanted to patent this new idea
but needed a business partner to get the idea off the ground. So he suggested
that the two men take out the patent together (sharing the costs, as well). Levi
was enthusiastic about the idea and the patent was granted to both men on May
20, 1873. The blue jean was born. The famous 501 jean known at the time
simply as XX was soon a best seller. Establishing a strong and
distinguishable brand image for the 'Anti-Fit' range of jeans is the central idea
behind Levis marketing strategy for breaking into the competitive market and
ultimately gaining a favourable share of the market for designer jeans.
227
CASE 5: LIFESTYLE
The foundation of the Lifestyle is built on the philosophy that Customer comes
first. This philosophy has encouraged them to develop and live by the following
values as an organization - Carefully listen. Constantly adapt. Always deliver.
The Core Values of Lifestyle include Passion for excellence; Integrity in
everything; Empowering people to strive and deliver, and; Adapting to changing
market and customer needs. The Lifestyle strives to grow with its consumers. In
the process it seeks to provide products and services that are Great value for
money; Fashionable & contemporary; and are on par with global standards. In
order to ensure consistent customer satisfaction, the Group ensures that the
brand and shop level experience across all its brands and outlets, in all the
markets it operates in, is not only inviting but offers the highest degree of
customer satisfaction. Expansion being at the core of its business philosophy, the
Lifestyle continues to add many more new concepts and stores in the near
future. Today the Group has a multi-brand, multi-national presence across
various retail formats. Lifestyle has positioned itself as a trendy, youthful and
vibrant brand that offers customers a wide variety of merchandise at an
exceptional value for money, It is one stop shop destination for more than 250
brands covering apparel, footwear, cosmetics and perfumes. A host of exciting
national and international brands are available such as Louis Philippe, Van
Heusen, Arrow, Park Avenue, Benetton, Tommy Hilfiger, Espirit, Adidas, Levis,
Tissot, Armani to name a few. Today, Lifestyle offers a truly international
shopping experience.
228
CASE 6: PROVOGUE
Provogues philosophy of `creating trends' in fashion, an aggressive marketing
strategy, coupled with high profile promotional events and its distribution strategy
of retailing through selective stores and malls has resulted in Provogue being
now positioned as a leading fashion brand in India. Provogue always strives to
scale up its brand equity through effective brand positioning, extension of
products, expansion of markets and an enhanced store experience. The
Provogue Studio has its foot print not only in tier I cities but also in tier II cities,
which is strength for Provogue brand. Very few fashion brand has such kind of
coverage in India. Personalities like John Abraham, Hrithik Roshan, Fardeen
Khan and the current brand ambassador Saif Ali Khan have given considerable
brand image to Provogue. Provogue have invested intelligently to align the brand
with some of the best events associated with Indian youth including the
sponsorship of several of the most successful Bollywood movie releases.
Provogue also continues a strong print advertising campaign in the broadsheet
press, fashion, business and lifestyle publications and magazines. A fresh
approach to advertising was initiated recently by advertising in the in-flight
magazines of Jet Airways & Indian Airlines. Cricket is almost a religion in India.
And what better way to relate to our customers than to connect with this game.
Provogue sponsored outdoor advertising for the India-Sri Lanka Test Series
which was held across the country, which not only ensured total coverage of the
stadium audience but also garnered maximum television coverage at no extra
cost.
229
CASE 7: PUMA
Puma was the first sports shoe manufactured to utilize advanced durability
production technology. This original technique created a trend never seen
before, establishing a shoe that is recognized today for its fashionable and
durable attributes. The company sells not only sports' shoes, but also a number
of other accessories, such as diving suits, waterproof jackets and trousers, or
backpacks. Puma shared in some great success stories like that of the soccer
star Pel in the World Cup Final in Chili in 1964 or of tennis player Boris
Becker, winner of the Wimbledon tournament in 1985. Today they continue to
represent the new generation of sports stars such as Robert Pires or Serena
Williams. They have also managed to win over the public. Its shoes have
become genuine fashion accessories and fashion followers wait eagerly when a
new model is due to come out, which explains its global presence. PUMA is
one of the worlds leading sport lifestyle companies that designs and develops
footwear, apparel and accessories. Committed to working in ways that
contribute to the world by supporting creativity, sustainability through S.A.F.E.
concept and Peace and by staying true to the values of being Fair, Honest,
Positive and Creative in decisions made and actions taken. The foundation for
activities is PUMA Vision a concept that intends to guide their work with three
core programs puma.creative, puma.safe and puma.peace. In 2009 PUMA
launched its cricket collection which is 100% PVC free. This represents a huge
leap forward in product development and PUMAs environmental responsibility.
230
CASE 8: SHOPPERS STOP

Shoppers Stop retails a range of branded apparel and private label under the
categories of apparel, footwear, fashion jewellery, leather products, accessories
and home products. These are complemented by cafe, food, entertainment,
personal care and various beauty related services. Shoppers Stop retails
merchandise under its own labels, such as STOP, Kashish, LIFE and Vettorio
Fratini, Elliza Donatein, Acropolis etc. The company also licensees for Austin
Reed (London), an international brand, whos men's and women's outerwear are
retailed in India exclusively through the chain. In October 2009, Shoppers Stop
has bought the license for merchandising Zoozoo the brand mascot for Vodafone
India. The international brands such as Austin Reed, Giordano, Chanel,
Chambor, Tommy Hilfigure, Lancome, Nike and Hugo Boss cater to only the rich
and elite. Its private labels such as Stop and Life also lie from a bracket of middle
to high pricing. Shoppers Stop follows Premium Pricing Strategy that includes
selling of High Quality Products at a High Price. Shoppers Stop Ltd. not only
concentrates on the location of the stores but also emphasizes on the ambience
and service excellence. Shoppers Stop entered into agreement with CRY to
retail eco-friendly paper bags designed by underprivileged children. The part
proceeds from the sale of the bags were donated to project supported by CRY.
The Wardrobe Exchange saw tremendous response with 80,000 old garments
collected from customers, which were donated to projects of Concern India
Foundation. Shoppers Stop also launched its e-store with delivery across major
cities in India in 2008.
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CASE 9: TOMMY HILFIGER

Tommy Hilfiger is a brand which caters to the need of almost every age group. It
has its merchandise suitable for youngs as well as for old age people. Tommy
Hilfiger is a little bit expensive brand. So people having good disposable income
are its costumers. Tommy Hilfiger is a popular brand among educated. Tommys
target market is extremely varied but the designs of the clothing tend to focus
more on the needs and tastes of the older, more classic generation. In terms of
CSR, the company supports various initiatives through the Tommy Hilfiger
Foundation which is funded by annual company donations and is managed by
three full-time company employees. In addition, the company implemented a
strict code of conduct that covers the following areas: forced labour, child labour,
harassment or abuse, discrimination, health and safety, freedom of association,
wages and benefits, work hours, overtime compensation, contract labour and
legal and ethical business practices. As regards visual merchandising at Tommy
Hilfiger, there is combination of brown and white, very lounge and classy look.
The merchandise is generally distributed in three floors and is very spacious.
They have book named iconic America worth Rs.2999 giving information about
evolution and history of Tommy Hilfiger. The stores have well furnished wooden
floor. Total number of trail rooms is generally two on each floor and one on each
floor is reserved for gold club members. Four dummies are kept at the entrance
of the store, apart that each floor has 4 to 5 dummies. There is very lively music
in the background. Typical Tommy exclusive pictures hang in entire store, which
make the visual merchandising very eye catching.
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CASE 10: WESTSIDE

Style, affordable prices, quality: these are the factors that have shaped
Westsides success story in the retail fashion stores business. With a variety of
designs and styles, everything at Westside is exclusively designed and the
merchandise ranges from stylized clothes, footwear and accessories for men,
women and children to well-co-coordinated table linens, artifacts, home
accessories and furnishings. Well-designed interiors, sprawling space, prime
locations and coffee shops enhance the customers shopping experience. The
Westside stores have numerous departments to meet the varied shopping needs
of customers. These include Menswear, Womens wear, Kids wear, Footwear,
Cosmetics, Perfumes and Handbags, Household Accessories, lingerie, and Gifts.
The policy of Westside group is to satisfy the customers with a variety and quality
line of products. It is the policy of Westside to satisfy its customers with the
range, quality and value of the products that it offers. However, if they are
dissatisfied with any item that they might have purchased they take the
necessary measures to assist them. They expect the Customers to return
unused merchandise along with its receipt within 30 days; they would exchange
the returned items or give the customers a complete refund. In the event that
they do not have the receipt they would offer them an exchange or provide them
a gift voucher to the current or last known selling price. Analysts attributed
Westside's success to its focus on styling, affordability and quality, and its retail
model. By retailing own Westside brand it is being able to eliminate
intermediaries and therefore offer better prices.
233
QUESTIONNAIRE
MY INTRODUCTION
Q.1. Gender:
Male
Female
Q.2. Age:
15-20 years
20-30 years
30-40 years
40-50 years
50-above
Q.3. Qualification:
SSC
HSC
Non-professional Graduate
Non-professional Post Graduate & above
Professional Graduate and above
Q.4. Family income per month:

Rs. 10,000 to Rs. 20,000
Rs. 20,000 to Rs. 30,000
Rs. 30,000 to Rs. 40,000
Rs. 40,000 to Rs. 50,000
More than Rs. 50,000
Q.5. City of residence:

Mumbai
Hyderabad
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Lucknow
Patna
Bhopal
MY BRAND PREFERENCE WHILE SHOPPING FOR APPARELS
Q.6. While shopping for apparels, I prefer branded apparels than
unbranded apparels:
Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree
Q.7. While shopping for branded apparels, I have preference for a specific
brand:
Strongly Agree
Agree
Disagree
Strongly Disagree
Q.8. My brand preference is influenced more by my self opinion rather than

the opinion of my family members:
Strongly Agree
Agree
Disagree
Strongly Disagree
235
Q.9. My brand preference is also influenced demonstratively by my peer

group:
Strongly Agree
Agree
Disagree
Strongly Disagree
Q.10. My reasons for the brand preference (rank 1 to 4):
Good Advertising for the brand

Good Sales promotion for the brand
Value for money (vis--vis Price) of the brand
Good Image of the brand
EFFECT OF ADVERTISING ON MY BRAND PREFERENCE

WHILE SHOPPING FOR APPARELS
Q.11. My brand preference is effected by the advertising of the brand in the

following extent:
Extremely effective
Very effective
Effective
Somewhat effective
Not very effective
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Q.12. My brand preference is effected by the following media of

advertising (rank 1-5):
Outdoor advertising (Billboards, signage, etc.)

Print media
Electronic media
Web advertising
SMS & Telecalling
Q.13. The advertising appeal that influences my preference for the brand
(rank 1-5):
Joy Appeal
Love Appeal
Sex Appeal
Humour Appeal
Pride Appeal
Q.14. Endorsement by celebrities effects my brand preference:

Strongly Agree
Agree
Disagree
Strongly Disagree
Q.15. Gimmicks and publicity stunts effect my preference for brand:

Strongly Agree
Agree
Disagree
Strongly Disagree
237
EFFECT OF SALES PROMOTION ON MY BRAND PREFERENCE

Q.16. My brand preference is effected by the sales promotion (discount
offer, scratch coupon, lucky draw, free gifts, easy financing) of the
brand in the following extent:
Extremely effective
Very effective
Effective
Somewhat effective
Not very effective
Q.17. My brand preference is effected by the following techniques of sales
promotion t (rank 1-5):
Cash Refund Offers
Coupons
Patronage Rewards
Free Goods/Gifts
Sales Contests
Q.18. Stalls/kiosks of the brand in malls/market place effects my preference

for the brand:
Strongly Agree
Agree
Disagree
Strongly Disagree
Q.19. The environment (lighting, window display, mannequins, music,

ambience etc.) in the shop of a brand helps in increasing preference
for the brand:
238
Strongly Agree
Agree
Disagree
Strongly Disagree
Q.20. Convenience of shopping as provided through tele-marketing and

e-marketing helps in increasing preference for the brand:
Strongly Agree
Agree
Disagree
Strongly Disagree
EFFECT OF PRICE OF THE BRAND ON MY BRAND PREFERENCE

Q.21. My brand preference is effected by the value for money of the brand
vis--vis price of the brand in the following extent:
Extremely effective
Very effective
Effective
Somewhat effective
Not very effective
Q.22. Increase in price of my favourite brand effects my preference for the brand:
Strongly Agree
Agree
Disagree
Strongly Disagree
239
Q.23. Decrease in price of competitor brands effects my preference for my

favourite brand:
Strongly Agree
Agree
Disagree
Strongly Disagree
Q.24. While shopping for a particular type of product for the first time, price
of the competing brands is the most important factor that effects my
decision regarding brand preference:
Strongly Agree
Agree
Disagree
Strongly Disagree
Q.25. Expensiveness of the brand increases the brands image for me
which in turn increases my preference for the brand:
Strongly Agree
Agree
Disagree
Strongly Disagree
EFFECT OF BRAND IMAGE ON MY BRAND PREFERENCE

Q.26. My brand preference is effected by image of the brand in the
following extent:
Extremely effective
240
Very effective
Effective
Somewhat effective
Not very effective
Q.27. Endorsement by a celebrity of a brand increases the image of the

brand for me:
Strongly Agree
Agree
Disagree
Strongly Disagree
Q.28. International presence of the brand increases the image of the brand
for me, thus, increasing my preference for the brand:
Strongly Agree
Agree
Disagree
Strongly Disagree
Q.29. Social and environmental sensitiveness by a company increases the
brand image of its products, thus, effecting my brand preference:
Strongly Agree
Agree
Disagree
Strongly Disagree
Q.30. Image of a brand in society effects the level of satisfaction derived by

me after I buy the brand:
Strongly Agree
Agree
241

Disagree
Strongly Disagree
DATA TABLES
Table 1: Gender-wise composition of the respondents
Gender
Male
Female
Total
Number of respondents
639
561
1200
Percentage of respondents
53.25
46.75
100.00
242
Table 2: Age-wise composition of the respondents
Age Group
Number of respondents
Percentage of respondents
15-20 years
20-30 years
30-40 years
40-50 years
50-above
Total
241
277
262
235
185
1200
20.08
23.08
21.83
19.58
15.42
100.00
Table 3: Qualification-wise composition of the respondents

Number of
respondents
Qualification
SSC
HSC
Non-professional Graduate
Non-professional Post Graduate & above
Professional Graduate and above
Total
Percentage of
respondents
175
223
252
269
281
1200
14.58
18.58
21.00
22.42
23.42
100.00
Table 4: Income-wise composition of the respondents

Family income per
month
Rs. 10,000 to Rs. 20,000
Rs. 20,000 to Rs. 30,000
Rs. 30,000 to Rs. 40,000
Number of
respondents
191
237
241
Percentage of
respondents
15.92
19.75
20.08
243
Rs. 40,000 to Rs. 50,000

More than Rs. 50,000
Total
255
276
1200
21.25
23.00
100.00
Table 5: City-wise composition of the respondents

Number of
respondents
City
Mumbai
Hyderabad
Lucknow
Patna
Bhopal
Total
Percentage of
respondents
288
276
251
243
142
1200
24.00
23.00
20.92
20.25
11.83
100.00
Table 6: While shopping for apparels, I prefer branded apparels than

unbranded apparels (Gender-wise Analysis)
% of total
Total respondents
Male
No.
Female
No.
%
Strongly Agree
Agree
174
814
14.50
67.83
97
437
15.18
68.39
77
377
13.73
67.2
Neither Agree
nor Disagree
Disagree
13
154
1.08
12.83
7
78
1.08
12.21
6
76
1.08
13.55
Strongly
Disagree
45
3.75
20
3.13
25
4.46
unbranded apparels (Age-wise Analysis)
15-20
years
20-30 years
30-40
years
40-50 years
50-above
244
No.
Strongly
Agree
Agree
No.
25 10.37 35
162 67.22 192
No.
12.64 45 17.18
69.31 173 66.03
Neither
Agree
nor
Disagree
Disagree
5 2.07
37 15.35
3
36
1.08
13.00
Strongly
Disagree
12
11
3.97
4.98
2 0.76
33 12.60
9
No.
39
158
16.60
67.23
30 16.22
129 69.73
2
28
0.85
11.91
1 0.54
20 10.81
3.40
3.44
No.
2.70

unbranded apparels (Qualification-wise Analysis)
SSC
No.
Strongly
Agree
25 14.50
Agree
100 56.93
Neither
Agree
nor
Disagree
5
2.86
Disagree
32 18.29
Strongly
Disagree
13
7.43
HSC
No.
Nonprofessional
Graduate
No.
Nonprofessional
Post
Graduate &
above
No.
%
Professional
Graduate
and above
No.
33 14.80
145 65.02
40
173
15.87
68.76
44
192
16.36
71.38
47
208
16.73
74.02
4
1.79
30 13.45
3
27
1.08
10.71
2
24
0.74
8.92
1
20
0.36
7.12
3.57
2.60
1.78
11
4.93

unbranded apparels (Family Income-wise Analysis)
245
Rs. 10,000
to Rs.
20,000
No.
%
Strongly
Agree
Agree
Neither
Agree
nor
Disagree
Disagree
Strongly
Disagree
Rs. 20,000
to Rs.
30,000
No.
%
Rs. 30,000
to Rs.
40,000
No.
%
Rs. 40,000
to Rs.
50,000
No.
%
More than
Rs. 50,000
No.
%
15 7.85 26 10.97 32 13.28 43 16.86 58 21.01

127 66.49 164 69.20 167 69.29 171 67.06 185 67.03
4 2.09
35 18.32
4 1.69
33 13.92
10
10
5.24
4.22
2 0.83
31 12.83
9
3.75
2 0.78
30 11.76
9
3.53
1
25
0.36
9.06
2.54
unbranded apparels (City-wise Analysis)
Mumbai
No.
%
Strongly
Agree
Agree
Neither
Agree
nor
Disagree
Disagree
Strongly
Disagree
Hyderabad Lucknow
No.
%
No.
%
53 18.40 46
213 73.96 203
Patna
No.
%
16.67 36 14.50 23 9.47

73.55 170 67.88 165 67.90
Bhopal
No.
%
16 11.27
62 43.66
1
17
0.35
5.90
1
21
0.36
7.61
2 0.80
32 12.84
4 1.65
39 16.05
5 3.52
45 31.69
1.39
1.81
10
12
14
3.98
4.94
9.86
Table 11: While shopping for branded apparels, I have preference for a
specific brand (Gender-wise Analysis)
246
Total
% of total
respondents
Male
No.
Female
No.
%
Strongly
Agree
Agree
87
537
7.25
44.75
48
299
7.51
46.79
39
238
6.95
42.42
Neither
Agree
nor
Disagree
Disagree
81
312
6.75
26.00
39
159
6.1
24.88
42
153
7.49
27.27
Strongly
Disagree
183
15.25
94
14.71
89
15.86
specific brand (Age-wise Analysis)
15-20
years
No.
%
Strongly
Agree
Agree
Neither
Agree
nor
Disagree
Disagree
Strongly
Disagree
11
4.56
75 31.12
21
8.71
20-30 years
No.
%
14
50-above
No.
%
22
9.36
22 11.89
123 44.40 123 46.95
120
51.06
96 51.89
6.49
14
5.96
6.86
18
40-50 years
No.
%
6.87
19
5.05
30-40
years
No.
%
17
10
5.41
81 33.61
74 26.71
65 24.81
52
22.13
40 21.62
53 21.99
47 16.97
39 14.89
27
11.49
17
9.19
247
specific brand (Qualification-wise Analysis)
SSC
Strongly
Agree
Agree
Neither
Agree
nor
Disagree
Disagree
Strongly
Disagree
Nonprofessional
Graduate
HSC
Nonprofessional
Post
Graduate &
above
No.
%
Professional
Graduate
and above
No.
No.
No.
No.
10
5.71
13
5.83
17
6.75
19
7.06
28
9.96
19 10.86
76 34.08 112
44.44
145
53.90
185
65.84
19 10.86
18
8.07
16
6.35
15
5.58
13
4.63
82 46.86
73 32.74
67
26.59
59
21.93
31
11.03
45 25.71
43 19.28
40
15.87
31
11.52
24
8.54
specific brand (Family Income-wise Analysis)
Rs. 10,000
to Rs.
20,000
No.
%
Strongly
Agree
Agree
Neither
Agree
nor
Disagree
Disagree
3.14
Rs. 20,000
to Rs.
30,000
No.
%
15
6.33
Rs. 30,000
to Rs.
40,000
No.
%
19
7.88
Rs. 40,000
to Rs.
50,000
No.
%
22
8.63
More than
Rs. 50,000
No.
%
25
9.06
22 11.52
81 34.18 110 45.53 138 54.12 186 67.39
19
17
9.95
89 46.60
7.17
76 32.07
16
6.75
61 25.31
16
6.27
52 20.39
13
4.71
34 12.32
248
Strongly
55 28.80 48 20.25 35 14.52 27 10.59 18 6.52
Disagree
specific brand (City-wise Analysis)
Mumbai
No.
%
Strongly
Agree
Agree
Neither
Agree
nor
Disagree
Disagree
Strongly
Disagree
25
Hyderabad Lucknow
No.
%
No.
%
8.68
23
172 59.75 132
10
8.33
19
7.57
Patna
No.
%
13
Bhopal
No.
%
5.35
47.79 111 44.40 102 41.95
3.47
16
5.80
37 12.85
63
22.83
44 15.25
42
15.25
17
6.77
19
4.93
19 13.63
7.82
19 13.38
65 26.00
72 29.63
75 52.82
38 15.25
37 15.25
22 15.25
Table 16: My brand preference is influenced more by my self opinion rather

than the opinion of my family members (Gender-wise Analysis)
Total
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
% of total
respondents
Male
No.
%
Female
No.
%
191
406
15.92
33.83
110
247
17.21
38.65
81
159
14.44
28.34
78
6.50
36
5.63
42
7.49
310
25.83
145
22.69
165
29.41
249
Strongly
Disagree
215
17.92
101
15.81
114
20.32

than the opinion of my family members (Age-wise Analysis)
15-20
years
No.
%
Strongly
Agree
Agree
Neither
Agree
nor
Disagree
Disagree
Strongly
Disagree
30-40
years
20-30 years
No.
%
No.
%
40-50 years 50-above

No.
%
No.
%
44 18.26
37
13.36
29 11.07
39
16.60
42 22.70
96 39.83
106
38.27
71 27.10
76
32.34
57 30.81
8.30
19
6.86
17
6.49
15
6.38
48 19.92
68
24.55
85 32.44
62
26.38
47 25.41
33 13.69
47
16.97
60 22.90
43
18.30
32 17.30
20
3.78

than the opinion of my family members (Qualification-wise Analysis)
SSC
No.
Strongly
Agree
Agree
Neither
Agree
nor
HSC
No.
Nonprofession
al Graduate
No.
Nonprofessional
Post Graduate
& above
No.
%
Professional
Graduate and
above
No.
33 18.86
43 19.28
32
12.70
28
10.41
55
19.57
47 27.12
70 31.39
88
34.77
95
35.32
106
37.56
18 10.29
17
16
6.50
14
5.20
13
4.63
7.62
250
Disagree
Disagree
Strongly
Disagree
45 25.83
56 25.11
67
26.59
77
28.62
65
23.06
31 17.91
37 16.59
49
19.44
55
20.45
43
15.18

than the opinion of my family members (Family Income-wise Analysis)
Strongly
Agree
Agree
Neither
Agree
nor
Disagree
Disagree
Strongly
Disagree
Rs. 10,000
to Rs.
20,000
No.
%
Rs. 20,000
to Rs.
30,000
No.
%
Rs. 30,000
to Rs.
40,000
No.
%
Rs. 40,000
to Rs.
50,000
No.
%
More than
Rs. 50,000
No.
%
21 10.99
27 11.39
41 17.01
47 18.43
55 19.93
32 16.75
79 33.33
79 32.75
90 35.29 126 45.65
18
17
16
15
9.42
7.17
6.50
5.88
12
4.35
71 37.17
67 28.27
62 25.83
61 23.92
49 17.75
49 25.65
47 19.83
43 17.91
42 16.47
34 12.32

than the opinion of my family members (City-wise Analysis)
Mumbai
No.
%
Strongly
Agree
Agree
51 17.71
Hyderabad Lucknow
No.
%
No.
%
Patna
No.
%
Bhopal
No.
%
48
17.39
41 16.33
33 13.58
18 12.68
150 52.08 107
38.77
82 32.73
55 22.63
12
8.45
251
Neither
Agree
nor
Disagree
10
Disagree
Strongly
Disagree
3.47
14
5.07
37 12.85
63
22.83
40 13.89
44
15.94
16
6.37
18
7.41
20 14.08
65 25.84
86 35.39
59 41.55
47 18.73
51 20.99
33 23.24
Table 21: My brand preference is also influenced demonstratively by my

peer group (Gender-wise Analysis)
% of total
respondents
Total
Male
No.
Female
No.
%
Strongly
Agree
Agree
365
513
30.42
42.75
185
267
28.95
41.78
180
246
32.09
43.85
Neither
Agree nor
Disagree
Disagree
15
264
1.25
22.00
7
151
1.1
23.63
8
113
1.43
20.14
Strongly
Disagree
43
3.58
29
4.54
14
2.5

peer group (Age-wise Analysis)
15-20
years
No.
%
Strongly
Agree
91 37.76
20-30
years
No.
%
88 31.77
30-40 years
No.
%
75
28.63
40-50 years
No.
%
66
28.09
50-above
No.
%
45 24.32
252
111 46.06 122 44.04 113
Agree
Neither
Agree
nor
Disagree
2.07
28 11.62
Disagree
Strongly
Disagree
43.13
96
40.85
1.44
1.25
0.85
56 20.22
63
23.94
62
26.38
3.05
3.83
2.49
2.53
71 38.38
0.54
55 29.73
13
7.03

peer group (Qualification-wise Analysis)
SSC
No.
Strongly
Agree
Agree
Neither
Agree
nor
Disagree
Disagree
Strongly
Disagree
HSC
No.
Nonprofessional
Graduate
No.
Nonprofessional
Post
Graduate &
above
No.
%
Professional
Graduate and
above
No.
75 42.86
79 35.43
74
29.37
76
28.25
61
21.71
59 33.71
88 39.46 117
46.37
123
45.72
126
44.84
2.86
32 18.29
4
2.29
1.79
1.25
0.74
0.36
46 20.63
49
19.44
57
21.19
80
28.47
3.57
11
4.09
13
4.63
2.69

peer group (Family Income-wise Analysis)
253
Strongly
Agree
Agree
Neither
Agree
nor
Disagree
Disagree
Rs. 10,000
to Rs.
20,000
No.
%
Rs. 20,000
to Rs.
30,000
No.
%
Rs. 30,000
to Rs.
40,000
No.
%
Rs. 40,000
to Rs.
50,000
No.
%
More than
Rs. 50,000
No.
%
52 27.23
69 29.11
71 29.46
81 31.76
92 33.33
63 32.98
99 41.77 105 43.71 112 43.92 134 48.55
2.62
61 31.94
1.69
56 23.63
1.25
53 22.00
0.78
52 20.39
0.36
42 15.22
Strongly
10 5.24
9 3.80
9 3.58
8 3.14
7 2.54
Disagree
peer group (City-wise Analysis)
Mumbai
No.
%
Strongly
Agree
Agree
Neither
Agree
nor
Disagree
Disagree
Strongly
Disagree
95 32.99
Hyderabad Lucknow
No.
%
No.
%
89
156 54.17 126
32.25
72 29.63
33 23.24
45.65 109 43.23
96 39.51
26 18.31
0.72
31 10.76
53
19.20
2.17
1.74
Bhopal
No.
%
76 30.42
0.35
Patna
No.
%
1.25
56 22.31
7
2.79
1.65
3.52
61 25.10
63 44.37
10
15 10.56
4.12
Table 26: My reasons for the brand preference (Gender-wise Analysis)
Total
% of total
respondents
Male
Female
254
No.
Good
Advertising
for the brand
Good Sales
promotion for
the brand
Value for
money vis-vis Price of
the brand
Good Image
of the brand
No.
319
26.58
195
30.52
124
22.1
282
23.50
132
20.66
150
26.74
262
21.83
110
17.21
152
27.09
337
28.08
202
31.61
135
24.06
Table 27: My reasons for the brand preference (Age-wise Analysis)

15-20
years
No.
%
Good
Advertising
for the
brand
Good Sales
promotion
for the
brand
Value for
money vis-vis Price
of the
brand
Good
Image of
the brand
20-30
years
No.
%
30-40
years
No.
%

No.
%
No.
%
74 30.71
79 28.52
69 26.34
58
24.68
39 21.08
56 23.24
71 25.63
65 24.81
58
24.68
32 17.30
55 22.82
60 21.66
62 23.66
49
20.85
36 19.46
56 23.24
67 24.19
66 25.19
70
29.79
78 42.16
Table 28: My reasons for the brand preference (Qualification-wise Analysis)
255
SSC
No.
Good
Advertising
for the
brand
Good Sales
promotion
for the
brand
Value for
money
vis--vis
Price of the
brand
Good
Image of
the brand
Non-professional
Graduate
HSC
%
No.
Non-professional
Post Graduate &
above
No.
%
Professional
Graduate
and above
No.
%
No.
50 28.57
61
27.35
67
26.58
70
26.02
71
25.27
37 21.14
50
22.42
59
23.50
65
24.16
71
25.27
42 24.00
50
22.42
55
21.83
58
21.56
57
20.28
46 26.29
62
27.80
71
28.08
76
28.25
82
29.18
Table 29: My reasons for the brand preference (Family Income-wise Analysis)
Rs. 10,000
to Rs.
20,000
No.
%
Good
Advertising
for the
brand
Good Sales
promotion
for the
brand
Value for
money vis-vis Price
of the brand
Good Image
of the brand
Rs. 20,000
to Rs.
30,000
No.
%
Rs. 30,000
to Rs.
40,000
No.
%
Rs. 40,000
to Rs.
More than
50,000
Rs. 50,000
No.
%
No.
%
46
24.08
58
24.47
66 27.39
70 27.45
79 28.62
49
25.65
60
25.32
55 22.82
58 22.75
60 21.74
51
26.70
62
26.16
52 21.58
48 18.82
49 17.75
45
23.56
57
24.05
68 28.22
79 30.98
88 31.88
256
Table 30: My reasons for the brand preference (City-wise Analysis)
Mumbai
No.
%
Good
Advertising
for the
brand
Good Sales
promotion
for the
brand
Value for
money vis-vis Price
of the brand
Good Image
of the brand
Hyderabad
No.
%
Lucknow
No.
%
Patna
No.
%
Bhopal
No.
%
81
28.13
76
27.54
67 26.59
63 25.93
32 22.54
59
20.49
63
22.83
59 23.51
61 25.10
40 28.17
56
19.44
57
20.65
55 21.91
57 23.46
37 26.06
92
31.94
80
28.99
70 27.99
62 25.51
33 23.24
Table 31: My brand preference is effected by the advertising of the brand

Total
% of total
respondents
Male
No.
Extremely
effective
Very
effective
Effective
Somewhat
effective
Not very
effective
Female
No.
%
292
24.33
169
26.45
123
21.93
322
26.83
174
27.23
148
26.38
296
24.67
160
25.04
136
24.24
233
19.42
109
17.06
124
22.10
57
4.75
27
4.23
30
5.35
257

(Age-wise Analysis)
15-20
years
No.
%
Extremely
effective
Very
effective
Effective
Somewhat
effective
Not very
effective
40-50
years
20-30 years 30-40 years
No.
%
No.
%
No.
%
50-above
No.
%
61
25.31
74
26.71
70
26.72
57 24.26
30 16.22
74
30.71
76
27.44
69
26.34
58 24.68
45 24.32
61
25.31
70
25.27
65
24.81
57 24.26
43 23.24
36
14.94
46
16.61
47
17.94
51 21.70
53 28.65
3.73
11
3.97
11
4.20
12
14
5.11
7.57

SSC
No.
Extremely
effective
Very
effective
Effective
Somewhat
effective
Not very
effective
HSC
No.
Nonprofession
al Graduate
No.
Nonprofessional
Post
Graduate &
above
No.
%
Professional
Graduate and
above
No.
19 10.86
46 20.63
62
24.55
74
27.51
91
32.38
75 42.86
72 32.29
68
26.98
60
22.30
47
16.73
42 24.00
54 24.22
62
24.67
67
24.91
71
25.27
32 18.29
42 18.83
48
19.05
54
20.07
57
20.28
12
4.75
14
5.20
15
5.34
4.00
4.04
258

Extremely
effective
Very
effective
Effective
Somewhat
effective
Not very
effective
Rs. 10,000
to Rs.
20,000
No.
%
Rs. 20,000
to Rs.
30,000
No.
%
Rs. 30,000
to Rs.
40,000
No.
%
Rs. 40,000
to Rs.
50,000
No.
%
More than
Rs. 50,000
No.
%
27 14.14
54 22.78
60 24.80
67 26.27
84 30.43
47 24.61
61 25.74
63 26.14
70 27.45
81 29.35
50 26.18
60 25.32
60 24.90
61 23.92
65 23.55
54 28.27
50 21.10
47 19.41
46 18.04
37 13.41
13
12
11
11
6.81
5.06
4.75
4.31
3.26

Mumbai
No.
%
Extremely
effective
Very
effective
Effective
Somewhat
effective
Hyderabad Lucknow
No.
%
No.
%
Patna
No.
%
Bhopal
No.
%
99 34.38
71
25.72
60 24.04
52 21.40
10
85 29.51
79
28.62
69 27.49
62 25.51
27 19.01
69 23.96
67
24.28
61 24.30
62 25.51
37 26.06
28
47
17.03
49 19.42
54 22.22
55 38.73
9.72
7.04
259
Not very
effective
2.43
12
4.35
12
4.75
13
5.35
13
9.15
Table 36: My brand preference is effected by the following media of

advertising (Gender-wise Analysis)
Total
% of total
respondents
Male
No.
Outdoor
advertising
(Billboards,
signage,
etc.)
Female
No.
%
240
20.00
130
20.34
110
19.61
259
21.58
142
22.22
117
20.86
Electronic
media
Web
advertising
278
23.17
142
22.22
136
24.24
203
16.92
115
18.00
88
15.69
SMS &
Telecalling
220
18.33
110
17.21
110
19.61
Print media

advertising (Age-wise Analysis)
15-20
years
No.
%
Outdoor
advertising
(Billboards,
signage,
etc.)
37 15.35
20-30
years
No.
%
45
16.25
40-50
30-40 years
years
No.
%
No.
%
58
22.14
52 22.13
50-above
No.
%
48 25.95
260
40 16.60
51
18.41
52
19.85
57 24.26
59 31.89
Electronic
media
Web
advertising
62 25.73
71
25.63
63
24.05
47 20.00
35 18.92
47 19.50
47
16.97
43
16.41
38 16.17
28 15.14
SMS &
Telecalling
55 22.82
63
22.74
46
17.56
41 17.45
15
Print media
8.11

advertising (Qualification-wise Analysis)
SSC
No.
Outdoor
advertising
(Billboards,
signage,
etc.)
HSC
No.
Nonprofessional
Graduate
No.
%
Non-professional
Post Graduate &
above
No.
%
Professional
Graduate
and above
No.
%
32 18.29
41 18.39
48
19.05
56
20.82
63
22.42
29 16.57
40 17.94
60
23.81
63
23.42
67
23.84
Electronic
42 24.00 50 22.42 59
23.41
62
23.05 65
media
Web
35 20.00 43 19.28 42
16.67
44
16.36 39
advertising
SMS &
37 21.14 49 21.97 43
17.06
44
16.36 47
Telecalling
23.13
Print media
13.88
16.73
advertising (Family Income-wise Analysis)
Rs. 10,000
to Rs.
20,000
No.
Rs. 20,000
to Rs.
30,000
No
.
%
Rs. 30,000
to Rs.
40,000
No
.
%
Rs. 40,000
to Rs.
50,000
No
.
%
More than
Rs. 50,000
No
.
%
261
Outdoor
advertising
(Billboards,
signage,
etc.)
Print media
Electronic
media
Web
advertising
SMS &
Telecalling
41
21.47
50
21.10
50
20.75
48
18.82
51
18.48
48
25.13
58
24.47
53
22.07
49
19.22
51
18.48
43
22.51
54
22.78
56
23.16
60
23.53
65
23.55
29
15.18
37
15.61
40
16.60
46
18.04
51
18.48
30
15.71
38
16.03
42
17.43
52
20.39
58
21.01

advertising (City-wise Analysis)
Mumbai
No.
%
Outdoor
advertising
(Billboards,
signage,
etc.)
Hyderabad
No.
%
Lucknow
No.
%
Patna
No.
%
Bhopal
No.
%
52
18.06
49
17.75
45
17.93
56
23.05
38
26.76
55
19.10
53
19.20
53
21.12
54
22.22
44
30.99
68
23.61
65
23.55
59
23.51
55
22.63
31
21.83
59
20.49
57
20.65
47
18.73
35
14.40
3.52
SMS &
54 18.75
52 18.84
47 18.73
43 17.70
24
Telecalling
Table 41: The advertising appeal that influences my preference for the
16.90
Print media
Electronic
media
Web
advertising
brand (Gender-wise Analysis)
Total
% of total
respondents
Male
Female
262
No.
Joy Appeal
Love
Appeal
Sex Appeal
Humour
Appeal
Pride
Appeal
No.
207
17.25
113
17.68
94
16.76
239
19.92
122
19.09
117
20.86
273
22.75
145
22.69
128
22.82
153
12.75
83
12.99
70
12.48
328
27.33
176
27.54
152
27.09
brand (Age-wise Analysis)
15-20 years
No.
%
Joy Appeal
Love
Appeal
Sex Appeal
Humour
Appeal
Pride
Appeal
20-30 years
No.
%
30-40 years
No.
%
40-50 years
No.
%
50-above
No.
%
40
16.60
46
16.61
49
18.70
42
17.87
30 16.22
45
18.67
57
20.58
57
21.76
45
19.15
35 18.92
60
24.90
63
22.74
52
20.00
54
22.98
44 23.78
35
14.52
37
13.36
32
12.21
28
11.91
21 11.35
61
25.31
74
26.71
72
27.33
66
28.09
55 29.73
brand (Qualification-wise Analysis)
263
SSC
No.
Joy Appeal
Love
Appeal
Sex Appeal
Humour
Appeal
Pride
Appeal
HSC
No.
Nonprofession
al Post
Graduate &
above
No.
%
Nonprofessional
Graduate
No.
Professional
Graduate and
above
No.
36 20.68
43 19.28
38
15.08
46
17.10
44
15.66
31 17.71
42 18.83
51
20.24
56
20.82
59
21.00
40 22.74
53 23.77
60
23.81
59
21.93
61
21.71
27 15.43
30 13.45
32
12.70
32
11.90
32
11.39
41 23.43
55 24.66
71
28.17
76
28.25
85
30.25
brand (Family Income-wise Analysis)
Joy Appeal
Love
Appeal
Sex Appeal
Humour
Appeal
Pride
Appeal
Rs. 10,000
to Rs.
20,000
Rs. 20,000
to Rs.
30,000
Rs. 30,000
to Rs.
40,000
No.
No.
No.
42
21.99
46
19.41
41
17.02
39
15.29
39
14.13
33
17.28
45
18.99
48
19.91
54
21.18
59
21.38
41
21.47
55
23.21
57
23.65
58
22.75
62
22.46
29
15.18
32
13.50
30
12.45
30
11.76
32
11.59
46
24.08
59
24.89
65
26.97
74
29.02
84
30.43
Rs. 40,000
to Rs.
50,000
No.
More than
Rs. 50,000
No
.
%
brand (City-wise Analysis)
264
Mumbai
No.
Joy Appeal
Love
Appeal
Sex Appeal
Humour
Appeal
Pride
Appeal
Hyderabad
Lucknow
No
.
%
Patna
No
.
%
Bhopal
No
.
%
No.
53 18.40
49
17.75
44
17.53
40
16.46
21
14.79
52 18.06
53
19.20
51
20.32
52
21.40
31
21.83
69 23.96
65
23.55
57
22.75
53
21.81
29
20.42
29 10.07
30
10.87
34
13.50
35
14.40
25
17.61
85 29.51
79
28.62
65
25.90
63
25.93
36
25.35
Table 46: Endorsement by celebrities effects my brand preference

Total
% of total
respondents
Male
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Female
No.
%
323
26.92
160
25.04
163
29.06
513
42.75
259
40.53
254
45.28
119
9.92
54
8.45
65
11.59
146
12.17
105
16.43
41
7.31
99
8.25
61
9.55
38
6.77

265
(Age-wise Analysis)
15-20
years
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
71
105
29.46
20-30
years
No.
%
79 28.52
30-40 years
No.
%
40-50
years
No.
%
50-above
No.
%
72
27.48
58 24.68
43
23.24
43.57 120 43.32 115
43.89
98 41.70
75
40.54
22
9.36
18
9.73
35 14.89
28
15.14
22
21
11.35
27
11.20
28 10.11
24
9.16
23
9.54
30 10.83
30
11.45
15
6.22
20
21
8.02
7.22
9.36

SSC
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
HSC
No.
Nonprofessional
Graduate
No.
52 29.71
62 27.80
67
68 38.86
93 41.70
108
25 14.29
27 12.11
26
10.32
19 10.86
25 11.21
31
11
16
20
6.29
7.17
26.59
Nonprofessiona
l Post
Graduate &
above
No.
%
Professional
Graduate and
above
No.
70
26.02
72
25.62
42.99 118
43.87
126
44.84
22
8.18
19
6.76
12.17
34
12.64
37
13.17
7.94
25
9.29
27
9.61
266

Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Rs. 10,000
to Rs.
20,000
Rs. 20,000
to Rs.
30,000
Rs. 30,000
to Rs.
40,000
Rs. 40,000
to Rs.
50,000
No.
No.
No.
No.
49
25.65
62
%
26.16
69
%
28.63
69
41.08 107
More than
Rs. 50,000
No
.
%
27.06
74
26.81
41.96
11
5
41.67
88
46.07 104
43.88
99
21
10.99
26
10.97
23
9.54
24
9.41
25
9.06
19
9.95
27
11.39
30
12.45
33
12.94
37
13.41
14
7.33
18
7.59
20
8.30
22
8.63
25
9.06

Mumbai
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Hyderabad
No.
%
25.72
Lucknow
No.
76
74
25.69
71
119
41.32
115
26
9.03
26
9.42
24
9.56
42
14.58
39
14.13
15
6.09
41.67 115
30.28
Patna
No.
Bhopal
No
.
%
65
26.75
37
26.06
45.82 105
43.21
59
41.55
27
11.11
16
11.27
28
11.52
22
15.49
267
Strongly
27
9.38
25
9.06
21
8.25
18
7.41
8
Disagree
Table 51: Gimmicks and publicity stunts effect my preference for brand
5.63
Total
% of total
respondents
Male
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Female
No.
%
180
15.00
91
14.24
89
15.86
238
19.83
121
18.94
117
20.86
289
24.08
149
23.32
140
24.96
282
23.50
160
25.04
122
21.75
211
17.58
118
18.47
93
16.58
(Age-wise Analysis)
15-20 years
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
20-30 years
No.
%
30-40 years
No.
%

No.
%
No.
%
40
16.60
45
16.25
41
15.65
32
13.62
22 11.89
52
21.58
57
20.58
53
20.23
44
18.72
32 17.30
62
25.73
68
24.55
62
23.66
54
22.98
43 23.24
52
21.58
62
22.38
62
23.66
57
24.26
49 26.49
268
Strongly
Disagree
35
14.52
45
16.25
44
16.79
48
20.43
39 21.08
SSC
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
HSC
No.
Nonprofessional
Post
Graduate &
above
No.
%
Nonprofessional
Graduate
No.
Professional
Graduate
and above
No.
32 18.29
35 15.70
37
14.68
38
14.13
38
13.52
41 23.43
47 21.08
49
19.44
50
18.59
51
18.15
42 24.00
58 26.01
59
23.41
65
24.16
65
23.13
35 20.00
49 21.97
61
24.21
66
24.54
71
25.27
25 14.29
34 15.25
46
18.25
50
18.59
56
19.93
Strongly
Agree
Agree
Rs. 10,000
to Rs.
20,000
Rs. 20,000
to Rs.
30,000
Rs. 30,000
to Rs.
40,000
No.
No.
No.
34
17.80
39
16.46
37
15.35
34
13.33
36
13.04
42
21.99
50
21.10
47
19.50
48
18.82
51
18.48
Rs. 40,000
to Rs.
50,000
No.
More than
Rs. 50,000
No
.
%
269
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
45
23.56
56
23.63
60
24.90
62
24.31
66
23.91
41
21.47
53
22.36
56
23.24
63
24.71
69
25.00
29
15.18
39
16.46
41
17.01
48
18.82
54
19.57
Mumbai
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Hyderabad
No
.
%
Lucknow
No.
Patna
N
o.
%
Bhopal
No
.
%
39
13.54
38
13.77
37
14.74
39
16.05
27
19.01
52
18.06
53
19.20
50
19.84
51
20.99
32
22.54
69
23.96
64
23.19
58
23.19
57
23.46
41
28.87
72
25.00
68
24.64
60
23.90
54
22.22
28
19.72
56
19.44
53
19.20
46
18.33
42
17.28
14
9.86
Table 56: My brand preference is effected by the sales promotion (discount

offer, scratch coupon, lucky draw, free gifts, easy financing) of the brand
Total
% of total
respondents
Male
No.
Female
No.
%
270
Extremely
effective
Very
effective
Effective
Somewhat
effective
265
22.08
135
21.13
130
23.17
302
25.17
149
23.32
153
27.27
301
25.08
158
24.73
143
25.49
245
20.42
145
22.69
100
17.83
Not very
87
7.25
52
8.14
35
6.24
effective
(Age-wise Analysis)
15-20
years
No.
%
Extremely
effective
Very
effective
Effective
Somewhat
effective
Not very
effective
20-30 years 30-40 years 40-50 years 50-above

No.
%
No.
%
No.
%
No.
%
56 23.24
63
22.74
59
22.52
50
21.28
37 20.00
64 26.56
73
26.35
67
25.68
55
23.40
43 23.24
62 25.73
70
25.27
66
25.08
58
24.68
45 24.32
45 18.67
53
19.13
52
19.85
52
22.13
43 23.24
14
18
6.50
18
6.87
20
8.51
5.81
17
9.19

SSC
HSC
Nonprofessional
Graduate
Nonprofessional
Post Graduate
Professional
Graduate and
above
271
& above
No.
Extremely
effective
Very
effective
No.
No.
No
.
No.
43 24.57
51 22.87
56
22.08
58
21.56
57
20.28
43 24.57
57 25.56
66
26.33
66
24.54
70
24.91
46 26.29 58 26.01
63 25.00 66
24.54
68 24.20
Effective
Somewhat
33 18.86 43 19.28
50 19.84 58
21.56
61 21.71
effective
Not very
10 5.71 14 6.28
17
6.75 21
7.81
25
8.90
effective
Rs. 10,000
to Rs.
20,000
No.
%
Extremely
effective
Very
effective
Effective
Somewhat
effective
Not very
effective
Rs. 20,000
to Rs.
30,000
No.
%
Rs. 30,000
to Rs.
40,000
No.
%
Rs. 40,000
to Rs.
50,000
No.
%
More than
Rs. 50,000
No.
%
41
21.47
52
21.94
56
23.24
56
22.08
60
21.74
47
24.61
59
24.89
65
26.97
63
24.71
68
24.64
47
24.61
59
25.08
63
26.14
64
25.08
68
24.64
38
19.90
49
20.68
50
20.75
52
20.39
56
20.29
18
9.42
18
7.41
2.90
20
7.74
24
8.70

272
Mumbai
No.
%
Extremely
effective
Very
effective
Effective
Somewhat
effective
Not very
effective
Hyderabad
No.
%
Lucknow
No.
%
Patna
No.
%
Bhopal
No.
%
60
20.83
62
22.46
58
23.11
55
22.63
30
21.13
72
25.17
70
25.36
65
25.90
62
25.51
33
23.24
71
24.65
68
24.64
67
26.69
60
24.69
35
24.65
61
21.18
55
19.93
50
19.92
49
20.16
30
21.13
24
8.17
21
7.61
11
4.38
17
7.00
14
9.86
Table 61: My brand preference is effected by the following techniques of

sales promotion (Gender-wise Analysis)
% of total
Total respondents
Male
No.
Cash
Refund
Offers
Female
No.
%
233
19.42
130
20.34
103
18.36
244
20.33
127
19.87
117
20.86
Patronage
Rewards
Free
Goods/Gifts
253
21.08
142
22.22
111
19.79
268
22.33
135
21.13
133
23.71
Sales
Contests
202
16.83
105
16.43
97
17.29
Coupons

sales promotion (Age-wise Analysis)
273
15-20 years
No.
%
Cash
Refund
Offers
20-30 years
30-40 years
No.
%
No.
%
40-50 years
No.
%
50-above
No.
%
42
17.43
52
18.77
51
19.41
48
20.43
40 21.62
53
21.99
58
20.94
52
19.85
46
19.57
35 18.92
Patronage
Rewards
Free
Goods/Gifts
46
19.09
54
19.49
55
21.08
53
22.55
45 24.32
55
22.82
64
23.10
59
22.48
50
21.28
40 21.62
Sales
Contests
45
18.67
49
17.69
45
17.18
38
16.17
25 13.51
Coupons

sales promotion (Qualification-wise Analysis)
SSC
No.
Cash
Refund
Offers
Coupons
Patronage
Rewards
Free
Goods/Gifts
Sales
Contests
HSC
No.
Nonprofessional
Graduate
No.
%
Non-professional
Post Graduate &
above
No.
%
Professional
Graduate and
above
No.
%
31 17.71
42 18.83
49
19.42
53
19.70
58
20.64
39 22.29
47 21.08
52
20.63
52
19.33
54
19.22
33 18.86
45 20.18
52
20.63
59
21.93
64
22.78
39 22.29
49 21.97
57
22.65
61
22.68
62
22.06
33 18.86
40 17.94
42
16.67
44
16.36
43
15.30
274

sales promotion (Family Income-wise Analysis)
Rs. 10,000
to Rs.
20,000
No.
%
Cash
Refund
Offers
Rs. 20,000
to Rs.
30,000
No.
%
Rs. 30,000
to Rs.
40,000
No.
%
Rs. 40,000
to Rs.
50,000
No.
%
More than
Rs. 50,000
No.
%
40
20.94
48
20.25
46
19.09
48
18.82
51
18.48
37
19.37
48
20.25
53
21.99
51
20.00
55
19.93
Patronage
Rewards
Free
Goods/Gifts
37
19.37
48
20.25
51
21.16
56
21.96
61
22.10
46
24.08
53
22.36
48
19.92
57
22.35
64
23.19
Sales
Contests
31
16.23
40
16.88
43
17.84
43
16.86
45
16.30
Coupons

sales promotion (City-wise Analysis)
Mumbai
No.
%
Cash
Refund
Offers
Hyderabad
No.
%
Lucknow
No.
%
Patna
No.
%
Bhopal
No.
%
49
17.01
51
18.48
51
20.32
52
21.40
30
21.13
60
20.83
59
21.38
52
20.72
47
19.34
26
18.31
Patronage
Rewards
Free
Goods
/Gifts
62
21.53
60
21.74
55
21.91
50
20.58
26
18.31
65
22.57
58
21.01
52
20.72
55
22.63
38
26.76
Sales
Contests
52
18.06
48
17.39
41
16.33
39
16.05
22
15.49
Coupons
275
Table 66: Stalls/kiosks of the brand in malls/market place effects my

preference for the brand (Gender-wise Analysis)
% of total
Total respondents
Male
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Female
No.
%
231
19.25
118
18.47
113
20.14
253
21.08
125
19.56
128
22.82
289
24.08
145
22.69
145
25.85
247
20.58
140
21.91
100
17.83
180
15.00
111
17.37
75
13.37

preference for the brand (Age-wise Analysis)
15-20 years
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
20-30 years
No.
%
30-40 years
No.
%
40-50 years
No.
%
50-above
No.
%
48
19.92
54
19.49
51
19.47
44
18.72
34 18.38
55
22.82
60
21.66
56
21.37
48
20.43
34 18.38
53
21.99
66
23.83
68
25.95
58
24.68
44 23.78
45
18.67
56
20.22
54
20.58
50
21.28
42 22.70
276
Strongly
Disagree
40
16.60
41
14.80
33
12.63
35
14.89
31 16.76

preference for the brand (Qualification-wise Analysis)
SSC
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
HSC
No.
Nonprofessional
Graduate
No.
%
Non-professional
Post Graduate &
above
No.
%
Professional
Graduate and
above
No.
%
36 20.57
45 20.18
50
19.84
51
18.96
49
17.44
40 22.86
49 21.97
52
20.63
55
20.45
57
20.28
41 23.43
55 24.66
63
25.00
64
23.79
66
23.49
33 18.86
44 19.73
51
20.24
58
21.56
61
21.71
25 14.29
30 13.45
36
14.29
41
15.24
48
17.08

preference for the brand (Family Income-wise Analysis)
Rs. 10,000
to Rs.
20,000
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Rs. 20,000
to Rs.
30,000
No.
%
Rs. 30,000
to Rs.
40,000
No.
%
Rs. 40,000
to Rs.
50,000
No.
%
More than
Rs. 50,000
No.
%
35
18.32
45
18.99
50
20.75
49
19.22
52
18.84
39
20.42
49
20.68
53
21.99
55
21.57
57
20.65
48
25.13
58
24.47
58
24.07
61
23.92
64
23.19
277
Disagree
Strongly
Disagree
38
19.90
48
20.25
49
20.33
53
20.78
59
21.38
31
16.23
37
15.61
31
12.86
37
14.51
44
15.94

preference for the brand (City-wise Analysis)
Mumbai
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Hyderabad
No.
%
Lucknow
No.
%
Patna
No.
%
Bhopal
No.
%
55
19.25
54
19.57
50
19.92
46
18.93
26
18.31
62
21.53
60
21.74
55
21.91
50
20.58
26
18.31
67
23.26
65
23.55
60
23.90
61
25.10
36
25.35
58
20.14
56
20.29
51
20.32
51
20.99
31
21.83
46
15.82
41
14.86
35
13.94
35
14.40
23
16.20
Table 71: The environment (lighting, window display, mannequins, music,

brand (Gender-wise Analysis)
% of total
Total respondents
Male
No.
Strongly
Agree
267
22.25
137
%
21.44
Female
No.
%
130
23.17
278
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
291
24.25
145
22.69
146
26.02
273
22.75
143
22.38
130
23.17
194
16.17
113
17.68
81
14.44
175
14.58
101
15.81
74
13.19

brand (Age-wise Analysis)
15-20 years
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
20-30 years
30-40 years
No.
%
No.
%
40-50 years
No.
%
50-above
No.
%
57
23.65
65
23.47
56
21.37
50
21.28
39 21.08
63
26.14
70
25.27
62
23.66
55
23.40
41 22.16
53
21.99
61
22.02
60
22.90
55
23.40
44 23.78
35
14.52
43
15.52
43
16.41
40
17.02
33 17.84
40
16.60
41
14.80
33
12.63
35
14.89
31 16.76

brand (Qualification-wise Analysis)
SSC
No.
HSC
No.
Nonprofessional
Graduate
No.
%
Non-professional
Post Graduate &
above
No.
%
Professional
Graduate and
above
No.
%
279
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
41 23.43
49 21.97
53
21.03
59
21.93
65
23.13
44 25.14
54 24.22
59
23.41
64
23.79
70
24.91
39 22.29
51 22.87
59
23.41
61
22.68
63
22.42
27 15.43
37 16.59
42
16.67
44
16.36
44
15.66
24 13.71
32 14.35
39
15.48
41
15.24
39
13.88

brand (Family Income-wise Analysis)
Rs. 10,000
to Rs.
20,000
No.
%
Strongly
Agree
Rs. 20,000
to Rs.
30,000
No.
%
Rs. 30,000
to Rs.
40,000
No.
%
Rs. 40,000
to Rs.
50,000
No.
%
More than
Rs. 50,000
No.
%
41
21.47
50
21.10
56
23.24
58
22.75
62
22.46
45
23.56
57
24.05
61
25.31
62
24.31
66
23.91
44
23.04
55
23.21
55
22.82
57
22.35
62
22.46
32
16.75
39
16.46
35
14.52
42
16.47
46
16.67
Strongly
29 15.18 36 15.19
34 14.11
36
14.12
40
Disagree
14.49
Agree
Neither
Agree nor
Disagree
Disagree
brand (City-wise Analysis)
Mumbai
Hyderabad
Lucknow
Patna
Bhopal
280
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
No.
No.
No.
No.
67
23.26
63
22.83
57
22.71
52
21.40
28
19.72
73
25.35
69
25.00
59
23.51
57
23.46
33
23.24
65
22.57
62
22.46
56
22.31
57
23.46
33
23.24
45
15.63
44
15.94
41
16.33
40
16.46
24
16.90
38
13.19
38
13.77
38
15.14
37
15.23
24
16.90
Table 76: Convenience of shopping as provided through tele-marketing and

e-marketing helps in increasing preference for the brand
% of total
Total respondents
Male
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Female
No.
%
289
24.08
159
24.88
130
23.17
312
26.00
175
27.39
137
24.42
201
16.75
105
16.43
96
17.11
233
19.42
114
17.84
119
21.21
165
13.75
86
13.46
79
14.08

(Age-wise Analysis)
281
15-20 years
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
20-30 years
No.
%
30-40 years
No.
%
40-50 years
No.
%
50-above
No.
%
63
26.14
72
25.99
68
25.95
52
22.13
34 18.38
68
28.22
75
27.08
69
26.34
59
25.11
41 22.16
43
17.84
49
17.69
43
16.41
38
16.17
28 15.14
42
17.43
49
17.69
48
18.32
50
21.28
44 23.78
25
10.37
32
11.55
34
12.98
36
15.32
38 20.54

SSC
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
HSC
No.
Nonprofessional
Graduate
No.
%
Non-professional
Post Graduate &
above
No.
%
Professional
Graduate and
above
No.
%
43 24.57
53 23.77
55
21.83
67
24.91
71
25.27
47 26.86
59 26.46
60
23.81
70
26.02
76
27.05
28 16.00
37 16.59
45
17.86
45
16.73
46
16.37
32 18.29
42 18.83
54
21.43
52
19.33
53
18.86
25 14.29
32 14.35
38
15.08
35
13.01
35
12.46

282
Rs. 10,000
to Rs.
20,000
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Rs. 20,000
to Rs.
30,000
No.
%
Rs. 30,000
to Rs.
40,000
No.
%
Rs. 40,000
to Rs.
50,000
No.
%
More than
Rs. 50,000
No.
%
41
21.47
52
21.94
56
23.24
67
26.27
73
26.45
45
23.56
57
24.05
62
25.73
70
27.45
78
28.26
33
17.28
41
17.30
40
16.75
42
16.47
45
16.30
42
21.99
51
21.52
49
20.33
44
17.25
47
17.03
30
15.71
36
15.19
34
13.96
32
12.55
33
11.96

Mumbai
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Hyderabad
No.
%
Lucknow
No.
%
Patna
No.
%
Bhopal
No.
%
76
26.39
72
26.09
65
25.90
55
22.63
21
14.79
82
28.47
78
28.26
70
27.89
57
23.46
25
17.61
45
15.63
45
16.30
41
16.33
43
17.70
27
19.01
51
17.71
49
17.75
47
18.73
53
21.81
33
23.24
34
11.81
32
11.59
28
11.16
35
14.40
36
25.35
283
Table 81: My brand preference is effected by the value for money of the
brand vis--vis price of the brand (Gender-wise Analysis)
% of total
Total respondents
Male
No.
Extremely
effective
Very
effective
Effective
Somewhat
effective
Not very
effective
Female
No.
%
136
11.33
70
10.95
66
11.76
231
19.25
118
18.47
113
20.14
293
24.42
148
23.16
145
25.85
289
24.08
164
25.67
125
22.28
251
20.92
139
21.75
112
19.96
brand vis--vis price of the brand (Age-wise Analysis)
15-20 years
No.
%
Extremely
effective
Very
effective
Effective
Somewhat
effective
Not very
effective
20-30 years
30-40 years
No.
%
No.
%
40-50 years
No.
%
50-above
No.
%
25
10.37
30
10.83
35
13.36
26
11.06
20 10.81
44
18.26
53
19.13
55
20.99
45
19.15
34 18.38
57
23.65
67
24.19
69
26.34
57
24.26
43 23.24
58
24.07
69
24.91
56
21.37
59
25.11
47 25.41
57
23.65
58
20.94
47
17.94
48
20.43
41 22.16
284
brand vis--vis price of the brand (Qualification-wise Analysis)
SSC
No.
Extremely
effective
Very
effective
Effective
Somewhat
effective
Not very
effective
Nonprofessional
Graduate
No.
%
HSC
No.
Non-professional
Post Graduate &
above
No.
%
Professional
Graduate and
above
No.
%
19 10.86
25 11.21
32
12.70
30
11.15
30
10.68
33 18.86
43 19.28
51
20.24
51
18.96
53
18.86
41 23.43
54 24.22
64
25.40
66
24.54
68
24.20
44 25.14
54 24.22
55
21.83
65
24.16
71
25.27
38 21.71
47 21.08
50
19.84
57
21.19
59
21.00
brand vis--vis price of the brand (Family Income-wise Analysis)
Rs. 10,000
to Rs.
20,000
No.
%
Extremely
effective
Very
effective
Effective
Somewhat
effective
Not very
effective
Rs. 20,000
to Rs.
30,000
No.
%
Rs. 30,000
to Rs.
40,000
No.
%
Rs. 40,000
to Rs.
50,000
No.
%
More than
Rs. 50,000
No.
%
24
12.57
28
11.81
27
11.27
28
10.98
29
10.51
41
21.47
48
20.25
46
19.09
47
18.43
49
17.75
48
25.13
59
24.89
59
24.41
61
23.92
66
23.91
43
22.51
55
23.21
59
24.48
63
24.71
69
25.00
35
18.32
47
19.83
50
20.75
56
21.96
63
22.83
285
brand vis--vis price of the brand (City-wise Analysis)
Mumbai
No.
%
Extremely
effective
Very
effective
Effective
Somewhat
effective
Not very
effective
Hyderabad
No.
%
Lucknow
No.
%
Patna
No.
%
Bhopal
No.
%
30
10.42
29
10.51
27
10.76
30
12.35
20
14.08
52
18.06
53
19.20
51
20.32
49
20.16
26
18.31
67
23.26
66
23.91
61
24.30
61
25.10
38
26.76
74
25.69
68
24.64
61
24.30
55
22.63
31
21.83
65
22.57
60
21.74
51
20.32
48
19.75
27
19.01
Table 86: Increase in price of my favourite brand effects my preference for

the brand (Gender-wise Analysis)
% of total
Total respondents
Male
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Female
No.
%
183
15.25
96
15.02
87
15.51
269
22.42
140
21.91
129
22.99
298
24.83
155
24.26
143
25.49
255
21.25
140
21.91
115
20.50
286
Strongly
Disagree
195
16.25
108
16.90
87
15.51

the brand (Age-wise Analysis)
30-40 years
20-30 years
No.
%
No.
%
15-20 years
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
40-50 years
No.
%
50-above
No.
%
35
14.52
43
15.52
42
16.03
37
15.74
26 14.05
52
21.58
63
22.74
63
24.05
52
22.13
39 21.08
61
25.31
69
24.91
62
23.66
58
24.68
48 25.95
53
21.99
58
20.94
54
20.61
49
20.85
41 22.16
40
16.60
44
15.88
41
15.65
39
16.60
31 16.76

the brand (Qualification-wise Analysis)
SSC
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
HSC
No.
Nonprofessional
Graduate
No.
%
Non-professional
Post Graduate &
above
No.
%
Professional
Graduate and
above
No.
%
25 14.29
35 15.70
40
15.87
42
15.61
41
14.59
38 21.71
51 22.87
58
23.02
61
22.68
61
21.71
43 24.57
54 24.22
67
26.59
65
24.16
69
24.56
287
Disagree
Strongly
Disagree
39 22.29
47 21.08
50
19.84
57
21.19
62
22.06
30 17.14
36 16.14
37
14.68
44
16.36
48
17.08

the brand (Family Income-wise Analysis)
Rs. 10,000
to Rs.
20,000
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Rs. 20,000
to Rs.
30,000
No.
%
Rs. 30,000
to Rs.
40,000
No.
%
Rs. 40,000
to Rs.
50,000
No.
%
More than
Rs. 50,000
No.
%
31
16.23
37
15.61
37
15.35
38
14.90
40
14.49
45
23.56
54
22.78
54
22.41
56
21.96
60
21.74
48
25.13
59
24.89
60
24.90
63
24.71
68
24.64
38
19.90
49
20.68
51
21.16
56
21.96
61
22.10
29
15.18
38
16.03
39
16.18
42
16.47
47
17.03

the brand (City-wise Analysis)
Mumbai
No.
%
Strongly
Agree
Agree
Hyderabad
No.
%
Lucknow
No.
%
Patna
No.
%
Bhopal
No.
%
42
14.58
41
14.86
38
15.14
38
15.64
24
16.90
63
21.88
61
22.10
56
22.31
55
22.63
34
23.94
288
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
70
24.31
68
24.64
65
25.90
62
25.51
33
23.24
64
22.22
60
21.74
52
20.72
50
20.58
29
20.42
49
17.01
46
16.67
40
15.94
38
15.64
22
15.49
Table 91: Decrease in price of competitor brands effects my preference for

my favourite brand (Gender-wise Analysis)
% of total
Total respondents
Male
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Female
No.
%
173
14.42
87
13.62
86
15.33
312
26.00
161
25.20
151
26.92
263
21.92
138
21.60
125
22.28
291
24.25
162
25.35
129
22.99
161
13.42
91
14.24
70
12.48

my favourite brand (Age-wise Analysis)
15-20 years
No.
%
Strongly
Agree
33
13.69
20-30 years
No.
%
41
14.80
30-40 years
No.
%
39
14.89

No.
%
No.
%
35
14.89
25 13.51
289
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
61
25.31
73
26.35
70
26.72
62
26.38
46 24.86
53
21.99
61
22.02
58
22.14
51
21.70
40 21.62
60
24.90
66
23.83
62
23.66
56
23.83
47 25.41
34
14.11
36
13.00
33
12.60
31
13.19
27 14.59

my favourite brand (Qualification-wise Analysis)
HSC
SSC
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
No.
Nonprofessional
Graduate
No.
%
Non-professional
Post Graduate &
above
No.
%
Professional
Graduate and
above
No.
%
23 13.14
33 14.80
38
15.08
40
14.87
39
13.88
43 24.57
59 26.46
68
26.98
71
26.39
71
25.27
40 22.86
48 21.52
55
21.83
59
21.93
61
21.71
44 25.14
54 24.22
59
23.41
64
23.79
70
24.91
25 14.29
29 13.00
32
12.70
35
13.01
40
14.23

my favourite brand (Family Income-wise Analysis)
Rs. 10,000
to Rs.
20,000
No.
%
Rs. 20,000
to Rs.
30,000
No.
%
Rs. 30,000
to Rs.
40,000
No.
%
Rs. 40,000
to Rs.
50,000
No.
%
More than
Rs. 50,000
No.
%
290
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
30
15.71
35
14.77
35
14.41
36
14.12
37
13.41
52
27.23
63
26.58
63
26.14
65
25.49
69
25.00
41
21.47
52
21.94
53
22.10
55
21.57
62
22.46
44
23.04
56
23.63
57
23.65
64
25.10
70
25.36
24
12.57
31
13.08
33
13.69
35
13.73
38
13.77

my favourite brand (City-wise Analysis)
Mumbai
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Hyderabad
No.
%
Lucknow
No.
%
Patna
No.
%
Bhopal
No.
%
40
13.89
39
14.13
36
14.34
36
14.81
22
15.49
73
25.35
71
25.72
65
25.90
64
26.34
39
27.46
62
21.53
59
21.38
56
22.31
54
22.22
32
22.54
72
25.00
68
24.64
61
24.30
58
23.87
32
22.54
41
14.24
39
14.13
33
13.15
31
12.76
17
11.97
Table 96: While shopping for a particular type of product for the first time,
decision regarding brand preference (Gender-wise Analysis)
% of total
Total respondents
Male
Female
291
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
No.
151
12.58
75
11.74
76
13.55
181
15.08
91
14.24
90
16.04
286
23.83
153
23.94
133
23.71
304
25.33
167
26.13
137
24.42
278
23.17
153
23.94
125
22.28
decision regarding brand preference (Age-wise Analysis)
15-20 years
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
20-30 years
30-40 years
No.
%
No.
%
40-50 years
No.
%
50-above
No.
%
28
11.62
36
13.00
35
13.36
31
13.19
21 11.35
34
14.11
43
15.52
42
16.03
36
15.32
26 14.05
58
24.07
66
23.83
62
23.66
56
23.83
44 23.78
63
26.14
69
24.91
64
24.43
59
25.11
49 26.49
58
24.07
63
22.74
59
22.52
53
22.55
45 24.32
decision regarding brand preference (Qualification-wise Analysis)
292
SSC
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Nonprofessional
Graduate
No.
%
HSC
No.
Non-professional
Post Graduate &
above
No.
%
Professional
Graduate and
above
No.
%
20 11.43
29 13.00
34
13.49
35
13.01
33
11.74
24 13.71
35 15.70
40
15.87
42
15.61
40
14.23
42 24.00
52 23.32
60
23.81
64
23.79
68
24.20
46 26.29
56 25.11
62
24.60
67
24.91
73
25.98
43 24.57
51 22.87
56
22.22
61
22.68
67
23.84
decision regarding brand preference (Family Income-wise Analysis)
Rs. 10,000
to Rs.
20,000
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Rs. 20,000
to Rs.
30,000
No.
%
Rs. 30,000
to Rs.
40,000
No.
%
Rs. 40,000
to Rs.
50,000
No.
%
More than
Rs. 50,000
No.
%
26
13.61
31
13.08
31
12.86
31
12.16
32
11.59
31
16.23
38
16.03
35
14.52
37
14.51
40
14.49
46
24.08
55
23.21
59
24.48
61
23.92
65
23.55
46
24.08
59
24.89
61
25.31
66
25.88
72
26.09
42
21.99
54
22.78
55
22.82
60
23.53
67
24.28
decision regarding brand preference (City-wise Analysis)
293
Mumbai
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Hyderabad
No.
%
Lucknow
No.
%
Patna
No.
%
Bhopal
No.
%
34
11.81
34
12.32
31
12.35
32
13.17
20
14.08
41
14.24
41
14.86
38
15.14
38
15.64
23
16.20
69
23.96
65
23.55
60
23.90
58
23.87
34
23.94
75
26.04
71
25.72
64
25.50
60
24.69
34
23.94
69
23.96
65
23.55
58
23.11
55
22.63
31
21.83
Table 101: Expensiveness of the brand increases the brands image for me
% of total
Total respondents
Male
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Female
No.
%
171
14.25
86
13.46
85
15.15
298
24.83
154
24.10
144
25.67
275
22.92
141
22.07
134
23.89
289
24.08
159
24.88
130
23.17
167
13.92
99
15.49
68
12.12
294
which in turn increases my preference for the brand (Age-wise Analysis)
15-20 years
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
30-40 years
No.
%
20-30 years
No.
%
40-50 years
No.
%
50-above
No.
%
32
13.28
38
13.72
37
14.12
35
14.89
29 15.68
58
24.07
68
24.55
65
24.81
59
25.11
48 25.95
55
22.82
64
23.10
61
23.28
53
22.55
42 22.70
60
24.90
68
24.55
63
24.05
56
23.83
42 22.70
36
14.94
39
14.08
36
13.74
32
13.62
24 12.97
SSC
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
HSC
No.
Nonprofessional
Graduate
No.
%
Non-professional
Post Graduate &
above
No.
%
Professional
Graduate and
above
No.
%
23 13.14
31 13.90
36
14.29
39
14.50
42
14.95
41 23.43
54 24.22
63
25.00
68
25.28
72
25.62
40 22.86
51 22.87
58
23.02
62
23.05
64
22.78
44 25.14
55 24.66
60
23.81
64
23.79
66
23.49
27 15.43
32 14.35
35
13.89
36
13.38
37
13.17
295
Rs. 10,000
to Rs.
20,000
No.
%
Strongly
Agree
Rs. 20,000
to Rs.
30,000
No.
%
Rs. 30,000
to Rs.
40,000
No.
%
Rs. 40,000
to Rs.
50,000
No.
%
More than
Rs. 50,000
No.
%
25
13.09
33
13.92
34
14.11
37
14.51
42
15.22
45
23.56
58
24.47
60
24.90
64
25.10
71
25.72
43
22.51
53
22.36
56
23.24
60
23.53
63
22.83
48
25.13
59
24.89
58
24.07
60
23.53
64
23.19
Strongly
30 15.71 34 14.35
33 13.69
34
13.33
36
Disagree
13.04
Agree
Neither
Agree nor
Disagree
Disagree
which in turn increases my preference for the brand (City-wise Analysis)
Mumbai
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Hyderabad
No.
%
Lucknow
No.
%
Patna
No.
%
Bhopal
No.
%
43
14.93
40
14.49
36
14.34
34
13.99
18
12.68
75
26.04
70
25.36
61
24.30
59
24.28
33
23.24
65
22.57
64
23.19
60
23.90
54
22.22
32
22.54
67
23.26
65
23.55
60
23.90
60
24.69
37
26.06
38
13.19
37
13.41
34
13.55
36
14.81
22
15.49
296
Table 106: My brand preference is effected by image of the brand

% of total
Total respondents
Male
No.
Extremely
effective
Very
effective
Effective
Somewhat
effective
Not very
effective
Female
No.
%
289
24.08
159
24.88
130
23.17
291
24.25
160
25.04
131
23.35
308
25.67
166
25.98
142
25.31
193
16.08
97
15.18
96
17.11
119
9.92
57
8.92
62
11.05

(Age-wise Analysis)
15-20 years
No.
%
Extremely
effective
Very
effective
Effective
Somewhat
effective
Not very
effective
20-30 years
30-40 years
No.
%
No.
%
40-50 years
No.
%
50-above
No.
%
55
22.82
66
23.83
63
24.05
58
24.68
47 25.41
56
23.24
65
23.47
62
23.66
59
25.11
49 26.49
65
26.97
72
25.99
67
25.57
59
25.11
45 24.32
41
17.01
45
16.25
42
16.03
37
15.74
28 15.14
24
9.96
29
10.47
28
10.69
22
9.36
16
297
8.65

No.
Extremely
effective
Very
effective
Effective
Somewhat
effective
Not very
effective
Nonprofessional
Graduate
No.
%
HSC
SSC
%
No.
Non-professional
Post Graduate &
above
No.
%
Professional
Graduate and
above
No.
%
40 22.86
52 23.32
58
23.02
68
25.28
71
25.27
41 23.43
53 23.77
60
23.81
67
24.91
70
24.91
44 25.14
56 25.11
64
25.40
70
26.02
74
26.33
31 17.71
38 17.04
43
17.06
40
14.87
41
14.59
19 10.86
24 10.76
27
10.71
24
8.92
25
8.90

Rs. 10,000
to Rs.
20,000
No.
%
Extremely
effective
Very
effective
Effective
Rs. 20,000
to Rs.
30,000
No.
%
Rs. 30,000
to Rs.
40,000
No.
%
Rs. 40,000
to Rs.
50,000
No.
%
More than
Rs. 50,000
No.
%
45
23.56
56
23.63
58
24.07
62
24.31
68
24.64
44
23.04
55
23.21
57
23.65
65
25.49
70
25.36
50
26.18
62
26.16
63
26.14
64
25.10
69
25.00
298
Somewhat
effective
33
17.28
41
17.30
40
16.60
38
14.90
41
14.86
Not very
effective
19
9.95
23
9.70
23
9.54
26
10.20
28
10.14

Mumbai
No.
%
Extremely
effective
Very
effective
Effective
Somewhat
effective
Not very
effective
Hyderabad
No.
%
Lucknow
No.
%
Patna
No.
%
Bhopal
No.
%
71
24.65
67
24.28
60
23.90
58
23.87
33
23.24
72
25.00
69
25.00
62
24.70
57
23.46
31
21.83
76
26.39
72
26.09
64
25.67
61
25.10
35
24.65
43
14.93
42
15.22
41
16.16
41
16.87
26
18.31
26
9.03
26
9.42
24
9.56
26
10.70
17
11.97
Table 111: Endorsement by a celebrity of a brand increases the image of

the brand for me (Gender-wise Analysis)
% of total
Total respondents
Male
No.
Strongly
Agree
Agree
Female
No.
%
348
29.00
180
28.17
168
29.95
495
41.25
254
39.75
241
42.96
299
Neither
Agree nor
Disagree
Disagree
148
12.33
84
13.15
64
11.41
139
11.58
79
12.36
60
10.70
70
5.83
42
6.57
28
4.99
Strongly
Disagree

the brand for me (Age-wise Analysis)
15-20 years
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
75
20-30 years
No.
%
31.12
104
83
43.15 117
29.96
30-40 years
No.
%

No.
%
No.
%
75
28.63
65
27.66
50 27.03
42.24 108
41.22
94
40.00
72 38.92
24
9.96
31
11.19
32
12.21
33
14.04
28 15.14
26
10.79
31
11.19
31
11.83
28
11.91
23 12.43
12
4.98
15
5.42
16
6.11
15
6.38
12
6.49

the brand for me (Qualification-wise Analysis)
SSC
No.
HSC
No.
Nonprofessional
Graduate
No.
%
Non-professional
Post Graduate &
above
No.
%
Professional
Graduate and
above
No.
%
300
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
56 32.00
68 30.49
72
28.57
75
27.88
77
27.40
76 43.43
94 42.15
104
41.27
109
40.52
112
39.86
17
9.71
25 11.21
33
13.10
35
13.01
38
13.52
18 10.29
25 11.21
29
11.51
32
11.90
35
12.46
11
14
5.56
18
6.69
19
6.76
4.57
4.93

the brand for me (Family Income-wise Analysis)
Rs. 10,000
to Rs.
20,000
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Rs. 20,000
to Rs.
30,000
No.
%
53
27.75
69
29.11
78
40.84
98
23
12.04
24
13
Rs. 30,000
to Rs.
40,000
No.
%
74
30.71
Rs. 40,000
to Rs.
50,000
No.
%
More than
Rs. 50,000
No.
%
74
29.02
78
28.26
41.25 102
42.32 105
41.18
112
40.58
28
11.91
27
11.20
33
12.94
37
13.41
12.57
28
11.81
26
10.79
29
11.37
32
11.59
6.81
14
5.91
12
4.98
14
5.49
17
6.16

the brand for me (City-wise Analysis)
Mumbai
No.
%
Hyderabad
No.
%
Lucknow
No.
%
Patna
No.
%
Bhopal
No.
%
301
Strongly
Agree
Agree
82
28.47
80
117
40.63
115
33
11.46
38
18
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
28.99
76
30.28
71
29.22
39
27.46
41.67 106
42.23
99
40.74
58
40.85
33
11.96
29
11.55
33
13.58
20
14.08
13.19
31
11.23
27
10.76
27
11.11
16
11.27
6.25
17
6.16
13
5.18
13
5.35
6.34
Table 116: International presence of the brand increases the image of the
% of total
Total respondents
Male
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Female
No.
%
297
24.75
163
25.51
134
23.89
313
26.08
176
27.54
137
24.42
246
20.50
126
19.72
120
21.39
187
15.58
95
14.87
92
16.40
157
13.08
79
12.36
78
13.90
(Age-wise Analysis)
302
15-20 years
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
20-30 years
30-40 years
No.
%
No.
%
40-50 years
No.
%
50-above
No.
%
59
24.48
68
24.55
68
25.95
58
24.68
44 23.78
61
25.31
71
25.63
72
27.48
62
26.38
47 25.41
47
19.50
58
20.94
54
20.61
49
20.85
38 20.54
41
17.01
43
15.52
37
14.12
36
15.32
30 16.22
33
13.69
37
13.36
31
11.83
30
12.77
26 14.05
SSC
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
HSC
No.
Nonprofessional
Graduate
No.
%
Non-professional
Post Graduate &
above
No.
%
Professional
Graduate and
above
No.
%
46 26.29
55 24.66
58
23.02
67
24.91
71
25.27
47 26.86
58 26.08
62
24.60
71
26.39
75
26.69
40 22.86
46 20.56
52
20.63
50
18.59
58
20.64
23 13.14
36 16.14
43
17.06
43
15.99
42
14.95
19 10.86
28 12.56
37
14.68
38
14.13
35
12.46
303
Rs. 10,000
to Rs.
20,000
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Rs. 20,000
to Rs.
30,000
No.
%
Rs. 30,000
to Rs.
40,000
No.
%
Rs. 40,000
to Rs.
50,000
No.
%
More than
Rs. 50,000
No.
%
45
23.56
58
24.47
60
24.90
64
25.10
70
25.36
47
24.61
59
24.89
62
25.73
69
27.06
76
27.54
37
19.37
48
20.25
51
21.16
52
20.39
58
21.01
34
17.80
39
16.46
37
15.35
38
14.90
39
14.13
28
14.66
33
13.92
31
12.86
32
12.55
33
11.96
Mumbai
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Hyderabad
No.
%
Lucknow
No.
%
Patna
No.
%
Bhopal
No.
%
75
26.04
70
25.36
61
24.30
58
23.87
33
23.24
78
27.08
73
26.45
66
26.29
62
25.51
34
23.94
58
20.14
57
20.65
51
20.32
50
20.58
30
21.13
42
14.58
42
15.22
40
15.94
39
16.05
24
16.90
35
12.15
34
12.32
33
13.15
34
13.99
21
14.79
304
Table 121: Social and environmental sensitiveness by a company increases

the brand image of its products, thus, effecting my brand preference
% of total
Total respondents
Male
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Female
No.
%
277
23.08
143
22.38
134
23.89
301
25.08
150
23.47
151
26.92
198
16.50
110
17.21
88
15.69
213
17.75
119
18.62
94
16.76
211
17.58
117
18.31
94
16.76

(Age-wise Analysis)
15-20 years
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
20-30 years
No.
%
30-40 years
No.
%

No.
%
No.
%
54
22.41
63
22.74
60
22.90
55
23.40
45 24.32
58
24.07
68
24.55
66
25.19
60
25.53
49 26.49
40
16.60
46
16.61
44
16.79
39
16.60
29 15.68
45
18.67
50
18.05
46
17.56
41
17.45
31 16.76
305
Strongly
Disagree
44
18.26
50
18.05
46
17.56
40
17.02
31 16.76

SSC
No.
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
HSC
No.
Nonprofessional
Graduate
No.
%
Non-professional
Post Graduate &
above
No.
%
Professional
Graduate and
above
No.
%
39 22.29
51 22.87
61
24.21
62
23.05
64
22.78
43 24.57
55 24.66
66
26.19
68
25.28
69
24.56
29 16.50
38 17.04
41
16.27
44
16.50
46
16.50
32 18.29
40 17.94
42
16.67
48
17.84
51
18.15
32 18.29
39 17.49
42
16.67
47
17.47
51
18.15

Rs. 10,000
to Rs.
20,000
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Rs. 20,000
to Rs.
30,000
No.
%
Rs. 30,000
to Rs.
40,000
No.
%
Rs. 40,000
to Rs.
50,000
No.
%
More than
Rs. 50,000
No.
%
43
22.51
54
22.78
58
24.07
59
23.14
63
22.83
47
24.61
58
24.47
63
26.14
65
25.49
68
24.64
30
15.71
41
17.30
41
17.01
42
16.47
44
15.94
306
Disagree
Strongly
Disagree
36
18.85
42
17.72
40
16.60
45
17.65
50
18.12
35
18.32
42
17.72
39
16.18
44
17.25
51
18.48

Mumbai
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Hyderabad
No.
%
Lucknow
No.
%
Patna
No.
%
Bhopal
No.
%
64
22.22
64
23.19
61
24.30
57
23.46
31
21.83
70
24.31
69
25.00
66
26.29
62
25.51
34
23.94
49
17.01
45
16.30
40
15.94
39
16.05
25
17.61
53
18.40
49
17.75
43
17.13
42
17.28
26
18.31
52
18.06
49
17.75
41
16.33
43
17.70
26
18.31
Table 126: Image of a brand in society effects the level of satisfaction

derived by me after I buy the brand (Gender-wise Analysis)
% of total
Total respondents
Male
No.
Strongly
Agree
Agree
Female
No.
%
348
29.00
190
29.73
158
28.16
381
31.75
213
33.33
168
29.95
307
Neither
Agree nor
Disagree
Disagree
211
17.58
107
16.74
104
18.54
180
15.00
91
14.24
89
15.86
80
6.67
38
5.95
42
7.49
Strongly
Disagree

derived by me after I buy the brand (Age-wise Analysis)
15-20 years
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
20-30 years
No.
%
30-40 years
No.
%
40-50 years
No.
%
50-above
No.
%
67
27.80
78
28.16
76
29.01
70
29.79
57 30.81
75
31.12
87
31.41
83
31.68
75
31.91
61 32.97
42
17.43
49
17.69
47
17.94
42
17.87
31 16.76
39
16.18
44
15.88
39
14.89
33
14.04
25 13.51
18
7.47
19
6.86
17
6.49
15
6.38
11
5.95

derived by me after I buy the brand (Qualification-wise Analysis)
SSC
No.
Strongly
Agree
Agree
HSC
No.
Nonprofessional
Graduate
No.
%
Non-professional
Post Graduate &
above
No.
%
Professional
Graduate and
above
No.
%
48 27.43
63 28.25
73
28.97
79
29.37
85
30.25
54 30.86
69 30.94
79
31.35
87
32.34
92
32.74
308
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
30 17.14
39 17.49
46
18.25
48
17.84
48
17.08
29 16.57
35 15.70
37
14.68
39
14.50
40
14.23
14
17
17
6.75
16
5.95
16
5.69
8.00
7.62

derived by me after I buy the brand (Family Income-wise Analysis)
Rs. 10,000
to Rs.
20,000
No.
%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Rs. 20,000
to Rs.
30,000
No.
%
Rs. 30,000
to Rs.
40,000
No.
%
Rs. 40,000
to Rs.
50,000
No.
%
More than
Rs. 50,000
No.
%
52
27.23
67
28.27
70
29.05
76
29.80
83
30.07
57
29.84
73
30.80
77
31.95
82
32.16
92
33.33
33
17.28
41
17.30
42
17.43
46
18.04
49
17.75
32
16.75
38
16.03
36
14.94
36
14.12
38
13.77
17
8.90
18
7.59
16
6.64
15
5.88
14
5.07

derived by me after I buy the brand (City-wise Analysis)
Mumbai
No.
%
Strongly
Agree
87
30.21
Hyderabad
No.
%
82
29.71
Lucknow
No.
%
72
28.69
Patna
No.
%
68
27.98
Bhopal
No.
%
39
309
27.46
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
93
32.29
89
32.25
79
31.47
76
31.28
44
30.99
51
17.71
50
18.12
44
17.53
42
17.28
24
16.90
40
13.89
39
14.13
39
15.54
39
16.05
23
16.20
17
5.90
16
5.80
17
6.77
18
7.41
12
8.45
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Impact of Consumer Perception

on Buying Behavior in Apparel Retail Sector,

Impact of Consumer Perception

Impact of Consumer Perception

I DEDICATE THIS RESEARCH THESIS TO MY PARENTS,

Signature of the Guide

Signature of the Head of the dept.

Signature of the student

at the Padmashree Dr. D. Y. Patil University Department of

Business Management in partial fulfillment of the requirements for the award of

Signature of the Guide

Signature of the student

Case 10: Westside

Gender-wise composition of the respondents

28 Reasons for the brand preference (Qualification-wise Analysis)

Gender-wise composition of the respondents

29 Reasons for the brand preference (Family Income-wise Analysis)

Gimmicks and publicity stunts effect my preference for brand

Convenience of shopping helps in increasing preference for the brand

Social and environmental sensitiveness increases brand image

characteristics such as materialism being a strong driver of acquiring and

OBJECTIVES OF THE STUDY

H11: Males prefer branded apparel more than female buyers.

H22: Socio economic and cultural background of consumers has an impact

H33: Advertising and Sales Promotion has an influence on Consumer

H44: Price of branded apparel inhibits potential consumers from purchasing.

H05: There is no association between brand image and personal satisfaction.

H55: There is an association between brand image and personal satisfaction.

Males do not prefer branded Males

Socio economic and cultural Socio economic and cultural

does not have any impact

female apparel more than female

have Promotion has an influence

Consumer on Consumer Perception

Price of branded apparel does Price of branded apparel

and between brand image and

Sampling method involved is Stratified random sampling method. It is a method

CONCLUSIONS OF THE STUDY

Nearly 95% of the respondents believe that advertising is an effective medium of

Nearly 50% of the respondents agree that convenience of shopping as provided

INTRODUCTION TO CONSUMER PERCEPTION

The psychology of how the consumer is influenced by his or her environment

The behavior of consumers while shopping or making other marketing

Limitations in consumer knowledge or information processing abilities

How consumer motivation and decision strategies differ between products

One "official" definition of consumer behavior is "The study of individuals, groups,

APPLICATIONS OF CONSUMER BUYING BEHAVIOR

The foremost application is for marketing strategyi.e., for making better

schedule snack advertisements late in the afternoon. By understanding that

A second application is public policy. In the 1980s, Accutane, a near miracle

Social marketing involves getting ideas across to consumers rather than

campaign that encouraged the cleaning of needles in bleach before sharing

As a final benefit, studying consumer behavior should make better

HOW HAS THE INDIAN CONSUMERS PERCEPTION CHANGED OVER THE

Indian consumer is also witnessing some changes in its demographics with a

INTRODUCTION TO RETAIL SECTOR

sidewalks or designated streets and may involve the construction of temporary

EXCLUSIVE STORES VERSUS MULTI- BRAND OUTLETS

MARKET SCENARIO IN TODAYS WORLD

INTRODUCTION TO RETAIL SECTOR OF INDIAN ECONOMY

HISTORY OF RETAILING IN INDIA

Traditionally, retailing in India can be traced to the emergence of the

GROWTH OF RETAIL SECTOR IN INDIA