BIRLA INSTITUTE OF TECHNOLOGY

MARKETING MANAGEMENT
SURVEY ON CONSUMER BUYING BEHAVIOUR OF SHIRTS:A STUDY OF YOUNG CONSUMERS IN RANCHI

INTRODUCTION
This project explores young Ranchi consumers decision-making behaviour towards shirt purchase in Ranchi. Specifically, it offers empirical results on the relationship between consumers decision-making styles and clothing choice criteria towards buying shirts . A questionnaire survey was employed as the tool to collect primary data and the research instrument was administered to Ranchis youth in Jharkhand.

ABOUT RANCHI
Total population is 2,912,022 compared to 2,350,612 of 2001. Sex Ratio of Ranchi District is now 950, while child sex ratio (0-6) is 937 per 1000 boys. Ranchi Population constituted 8.83 percent of total Jharkhand Population Average Literacy rate for Ranchi District is 77.13 percent, a change of from past figure of 66.71 percent. In India, literacy rate is counted only for those above 7 years of age. Child between 0-6 ages are exempted from this. Total Area of Ranchi District was 5,231 with average density of 557 per sq. km. All the data regarding Ranchi District Population were released by Directorate of Census Operations in Jharkhand. Age groups 0 - 4 years 3 02,609 5 - 14 years 7 35,877 15 30 years 7 69,003 30 60 years 8 35,353

CONSUMER BUYING BEHAVIOUR?

The process by which individuals search for, select , purchase , use, and dispose of goods and services , in satisfaction of their needs and wants. It involves study of how people buy, what they buy, when they buy and why they buy.

SHIRT PLAYERS IN RANCHI..

METHODOLOGY
Questionnaire survey was employed as the tool to collect primary information of consumers decision-making styles and clothing choice criteria in Ranchi. Our structured questionnaire which consists of 6 questions specifying brand people prefer, characteristics, influence on purchase decision, price range, occasions, type of shirt. Total Questionnaire distributed: 250 Questionnaire received: 210 Inappropriate responses: 10 Appropriate responses: 200 Our findings are based on these 200 appropriate responses.

SAMPLE QUESTIONNAIRE
CONSUMER BUYING BEHAVIOUR QUESTIONNAIRE We a group of students from BIT, Mesra are conducting a survey on preference of national and regional brand of shirts. Please help us in this survey process by filling the questionnaire given below. Your co-operation will be highly obliged. Name: _________________________________ Age:-________ Gender:-__________Occupation:-____________________ Q.1- Name three brand of shirts which you prefer and have bought recently. ______________________________________ Q.2- Rank your brand of shirts on the scale of 1 5 on the basis of characteristics (where 1 being the top preference & 5 the least) (a) Design ( ) (b) Material ( ) (c) Comfort ( ) (d) Colour ( ) (e) Price ( ) Q.3- Who influences your purchase decision for buying shirts? Rank it on the scale of 1 5. (a) Parents ( ) (b) Friends ( ) (c) Girl friend ( ) (d) Wife ( ) (e) Self ( ) Q.4- How much you can spend for buying 1 shirt? Tick any one. (Figure in Rupees) (a) Below 500 (b) 501-750 (c) 751-1000 (d) 1001-1500 (e) 1500 & above Q.5- How often do you buy shirts? (a) Every 2 months (b)Every 4 months (c)Every 6 months (d)Once a year Q.6- What kind of shirts do you mostly purchase? (a) Formals (b) Informal

---------------------Thanking you for spending your valuable time-----------------------

MARKET SHARE OF BRANDS

BRANDS
7% 10% 6% 3% 32% Peter England Lee Wrangler 16% 26% Spykar

Levis
Koutons Others

PREFERENCE ON BASIS OF CHARACTERISTICS

PRIORITY LEVEL
Material Price Colour Design Comfort

PRIORITY LEVEL

INFLUENCERS IN PURCHASE DECISION

INFLUENCERS
Friends Self Girlfriend Parents Wife 0 1 2 3 4 5 INFLUENCERS

SPENDING POWER OF CONSUMER

PRICE RANGE(Rs.)

7% 13%

20%

Below 500 501-750 751-1000

27%

1001-1500
33% 1501 & Above

FREQUENCY
GRAPH REPRESENTING FREQUENCY

24%

8% 32%

36% 2 months

4 months
6 months 1 year

TYPE OF SHIRTS
TYPE

5 4

3
2 1 0 Formal Informal

TYPE

CONCLUSION
We can infer from the above data that the youth are more price conscious while purchasing shirt and they like informal shirts with preference given to the comfort.

REFERENCES
Websites: www.businessdictionary.com www.google.com www.scribd.com www.academyofworldbusiness.com Books: Marketing Management by Philip Kotler

Submitted by:
Mritunjay Jha(1047) Ravi Kant Singh(1034) Rohit Apurv(1050) Sunil Kashyap(1051) Pradip Kumar(1031) Saurabh Khare(1046)