SUMMER TRAINING REPORT ON

CONSUMER PERCEPTION OF RAYMONDS IN DELHI

For

MP GLOBAL LINK

By

ANUPRIYA SAXENA D-06

In Partial Fulfillment for the award of the degree Post Graduate Diploma in Business Management 2009-2011

NEW DELHI INSTITUTION OF MANAGEMENT

1

F-13, Okhla Phase 1, New Delhi, Pin: 110020

CONSUMER PERCEPTION OF RAYMONDS

IN DELHI For

MP Global Link

Under the supervision

Of

K.N.Shahi

Submitted byAnupriya Saxena D-06

Submitted toDr .Kalpna Singh

DECLARATION
I Rupak kumar student of New Delhi Institution of Management (2009-2011) Batch declare that every part of the Project Report Consumer Perception of Raymonds in Delhi that I have submitted is original. I was in regular contact with the nominated guide and contacted 5 times for discussing the project. Date of project submission: /07/2010 Anupriya Saxena Facultys Comments:

Dr.Kalpna Singh

ACKNOWLEDGEMENT: Any work goes incomplete unless it is not suffixed with a piece of appreciation and applause for unconditional favour, cooperation & guidance by some vital who turn out to be strong supporters throughout my project. So in that respect I would firstly like to register my sincere thanks to Mr. K.N.Shahi, Operation manager, M P Global Link for having given me an opportunity to associate me with his organization to carry out my project that is certainly going to serve a great purpose in a partial fulfilment of my post graduate diploma in International business management. I would also like to pay my sincere and warmest thanks to my supportive senior Mr. Rajesh Jha who has patiently borne my short comings & has been guiding me through the successful completion of the project with amazing patience, care & cooperation. A heartful appreciation will also go to entire staff of company, particularly Mr. Sudarshan Jha, Mr. Narendra & others. My mentor, Dr.Kalpna, the guiding presence behind the project, deserves my most sincere gratitude for being a pillar of support & assurance since the commencement of my project.

Anupriya Saxena

TABLE OF CONTENTS

Sr. No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Executive Summary Marketing Research

Particulars

Pg. No. 6 7 8 10 11 12 14 17 23 26 28 30 31 36
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Role Of Marketing Research Marketing Research Characteristics Comparison Of Other Forms Of Research Classification Of Research Types Of Marketing Research Marketing Research Methods Company Profile Projects In Which I Were Involved About Raymond My Job Objective Of the Project Data Analysis And Interpretation

15 16 17 18 19

Findings Conclusion Limitations & Recommendations Bibliography Questionnaire

56 57 58,59 61 63

EXECUTIVE SUMMARY

Todays business dynamics is very fast; environment is changing. To understand the changing market behaviour the organization has to do a systematic study. A project work is a scientific and systematic study intended to catch the nerves of the problem or issue with the application of management concept and skills. We were assigned to understand the customers perception and attitude towards Raymonds Brand. This report has been complied preliminary in partial fulfilment of the requirement for the award of the degree of management studies programme.
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Apart from theoretical concept of the topic, we have included the findings and suggestions. This project gave us great exposure to the customers perception, because it includes the service offered. This project helped us in knowing the market practically.

Marketing research
Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services. The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes. Marketing research is often partitioned into two sets of categorical pairs, either by target market:

Consumer marketing research, and

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Business-to-business (B2B) marketing research

Or, alternatively, by methodological approach:

Qualitative marketing research, and Quantitative marketing research

Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviours of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns. The field of consumer marketing research as a statistical science was pioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923. Thus, marketing research may also be described as the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behaviour. Role of marketing research (MR) The task of marketing research is to provide management with relevant, accurate, reliable, valid, and current information. Competitive marketing environment and the ever-increasing costs attributed to poor decision making require that marketing research provide sound information. Sound decisions are not based on gut feeling, intuition, or even pure judgment.

Marketing managers make numerous strategic and tactical decisions in the process of identifying and satisfying customer needs. They make decisions about potential opportunities, target market selection, market segmentation, planning and implementing marketing programs, marketing performance, and control. These decisions are complicated by interactions between the controllable marketing variables of product, pricing, promotion, and distribution. Further complications are added by uncontrollable environmental factors such as general economic conditions, technology, public policies and laws, political environment, competition, and social and cultural changes. Another factor in this mix is the complexity of consumers. Marketing research helps the marketing manager link the marketing variables with the environment and the consumers. It helps remove some of the uncertainty by providing relevant information about the marketing variables, environment, and consumers. In the absence of relevant information, consumers' response to marketing programs cannot be predicted reliably or accurately. Ongoing marketing research programs provide information on controllable and noncontrollable factors and consumers; this information enhances the effectiveness of decisions made by marketing managers. Traditionally, marketing researchers were responsible for providing the relevant information and marketing decisions were made by the managers. However, the roles are changing and marketing researchers are becoming more involved in decision making, whereas marketing managers are becoming more involved with research. The role of marketing research in managerial decision making is explained further using the framework of the "DECIDE" model: D
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Define the marketing problem E Enumerate the controllable and uncontrollable decision factors C Collect relevant information I Identify the best alternative D Develop and implement a marketing plan E Evaluate the decision and the decision process The DECIDE model conceptualizes managerial decision making as a series of six steps. The decision process begins by precisely defining the problem or opportunity, along with the objectives and constraints.[4] Next, the possible decision factors that make up the alternative courses of action (controllable factors) and uncertainties (uncontrollable factors) are enumerated. Then, relevant information on the alternatives and possible outcomes is collected. The next step is to select the best alternative based on chosen criteria or measures of success. Then a detailed plan to implement the alternative selected is developed and put into effect. Last, the outcome of the decision and the decision process itself are evaluated.

Marketing research characteristics

First, marketing research is systematic. Thus systematic planning is required at all the stages of the marketing research process. The procedures followed at
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each stage are methodologically sound, well documented, and, as much as possible, planned in advance. Marketing research uses the scientific method in that data are collected and analyzed to test prior notions or hypotheses. Marketing research is objective. It attempts to provide accurate information that reflects a true state of affairs. It should be conducted impartially. While research is always influenced by the researcher's research philosophy, it should be free from the personal or political biases of the researcher or the management. Research which is motivated by personal or political gain involves a breach of professional standards. Such research is deliberately biased so as to result in predetermined findings. The motto of every researcher should be, "Find it and tell it like it is." The objective nature of marketing research underscores the importance of ethical considerations, which are discussed later in the chapter. Marketing research involves the identification, collection, analysis, and dissemination of information. Each phase of this process is important. We identify or define the marketing research problem or opportunity and then determine what information is needed to investigate it., and inferences are drawn. Finally, the findings, implications and recommendations are provided in a format that allows the information to be used for management decision making and to be acted upon directly. It should be emphasized that marketing research is conducted to assist management in decision making and is not: a means or an end in itself. The next section elaborates on this definition by classifying different types of marketing research.

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Comparison with other forms of business research

Other forms of business research include:

Market research is broader in scope and examines all aspects of a

business environment. It asks questions about competitors, market structure, government regulations, economic trends, technological advances, and numerous other factors that make up the business environment (see environmental scanning). Sometimes the term refers more particularly to the financial analysis of companies, industries, or sectors. In this case, financial analysts usually carry out the research and provide the results to investment advisors and potential investors.

Product research - This looks at what products can be produced

with available technology, and what new product innovations near-future technology can develop.

Advertising research - is a specialized form of marketing

research conducted to improve the efficacy of advertising. Copy testing, also known as "pre-testing," is a form of customized research that predicts in-market performance of an ad before it airs, by analyzing audience levels of attention, brand linkage, motivation, entertainment, and communication, as well as breaking down the ads flow of attention and flow of emotion. Pre-testing is also used on ads still in rough (diplomatic or anima tic) form. Classification of marketing research: Organizations engage in marketing research for two reasons: (1) to identify and

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(2) Solve marketing problems. This distinction serves as a basis for classifying marketing research into problem identification research and problem solving research. Problem identification research is undertaken to help identify problems which are, perhaps, not apparent on the surface and yet exist or are likely to company image, market characteristics, sales analysis, short-range forecasting, long range forecasting, and business trends research. Research of this type provides information about the marketing environment and helps diagnose a problem. For example, the findings of problem solving research are used in making decisions which will solve specific marketing problems. The Stanford Research Institute, on the other hand, conducts an annual survey of consumers that is used to classify persons into homogeneous groups for segmentation purposes. The National Purchase Diary panel (NPD) maintains the largest diary panel in the United States. Standardized services are research studies conducted for different client firms but in a standard way. For example, procedures for measuring advertising effectiveness have been standardized so that the results can be compared across studies and evaluative norms can be established. The Starch Readership Survey is the most widely used service for evaluating print advertisements; another well-known service is the Gallup and Robinson Magazine Impact Studies. These services are also sold on a syndicated basis.

Customized services offer a wide variety of marketing research

services customized to suit a client's specific needs. Each marketing research project is treated uniquely.
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Limited-service suppliers specialize in one or a few phases of the

marketing research project. Services offered by such suppliers are classified as field services, coding and data entry, data analysis, analytical services, and branded products. Field services collect data through mail, personal, or telephone interviewing, and firms that specialize in interviewing are called field service organizations. These organizations may range from small proprietary organizations which operate locally to large multinational organizations with WATS line interviewing malls.

facilities.

Some

organizations

maintain

extensive

interviewing facilities across the country for interviewing shoppers in

Coding and data entry services include editing completed

questionnaires, developing a coding scheme, and transcribing the data on to diskettes or magnetic tapes for input into the computer. NRC Data Systems provides such services.

Analytical

services

include

designing

and

pretesting

questionnaires, determining the best means of collecting data, designing sampling plans, and other aspects of the research design. Some complex marketing research projects require knowledge of sophisticated procedures, including specialized experimental designs, and analytical techniques such as conjoint analysis and multidimensional scaling. This kind of expertise can be obtained from firms and consultants specializing in analytical services.

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Data analysis services are offered by firms, also known as tab

houses that specialize in computer analysis of quantitative data such as those obtained in large surveys. Initially most data analysis firms supplied only tabulations (frequency counts) and cross tabulations (frequency counts that describe two or more variables simultaneously). With the proliferation of software, many firms now have the capability to analyze their own data, but, data analysis firms are still in demand.

Branded marketing research products and services are

specialized data collection and analysis procedures developed to address specific types of marketing research problems. These procedures are patented, given brand names, and marketed like any other branded product. Types of marketing research: Marketing research techniques come in many forms, including:

Ad Tracking periodic or continuous in-market research to

monitor a brands performance using measures such as brand awareness, brand preference, and product usage.

Advertising Research used to predict copy testing or track the

efficacy of advertisements for any medium, measured by the ads ability to get attention, communicate the message, build the brands image, and motivate the consumer to purchase the product or service.

Brand equity research - how favourably do consumers view the

brand?

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Brand association research - what do consumers associate with

the brand?

Brand attribute research - what are the key traits that describe

the brand promise?

Brand name testing - what do consumers feel about the names of

the products?

Commercial eye tracking research - examine advertisements,

package designs, websites, etc. by analyzing visual behaviour of the consumer

Concept testing - to test the acceptance of a concept by target

consumers

Cool hunting - to make observations and predictions in changes of

new or existing cultural trends in areas such as fashion, music, films, television, indians culture and lifestyle.

Buyer decision processes research - to determine what motivates

people to buy and what decision-making process they use.

Copy testing predicts in-market performance of an ad before it

airs by analyzing audience levels of attention, brand linkage, motivation, entertainment, and communication, as well as breaking down the ads flow of attention and flow of emotion.

Customer satisfaction research - quantitative or qualitative

studies that yields an understanding of a customer's of satisfaction with a transaction.

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Demand estimation - to determine the approximate level of

demand for the product.

Distribution channel audits - to assess distributors and retailers

attitudes toward a product, brand, or company.

Internet strategic intelligence - searching for customer opinions

in the Internet: chats, forums, web pages, blogs... where people express freely about their experiences with products, becoming strong "opinion formers".

Marketing effectiveness and analytics - Building models and

measuring results to determine the effectiveness of individual marketing activities.

Mystery Consumer or Mystery shopping - An employee or

representative of the market research firm anonymously contacts a salesperson and indicates he or she is shopping for a product. The shopper then records the entire experience. This method is often used for quality control or for researching competitors' products.

Positioning research - how does the target market see the brand

relative to competitors? - What does the brand stand for?

Price elasticity testing - to determine how sensitive customers are

to price changes.

Sales forecasting - to determine the expected level of sales given

the level of demand. With respect to other factors like Advertising expenditure, sales promotion etc.

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Segmentation research - to determine the demographic,

psychographic, and behavioural characteristics of potential buyers

Online panel - a group of individual who accepted to respond to

marketing research online.

Store audit - to measure the sales of a product or product line at a

statistically selected store sample in order to determine market share, or to determine whether a retail store provides adequate service.

Test marketing - a small-scale product launch used to determine

the likely acceptance of the product when it is introduced into a wider market.

Viral Marketing Research - refers to marketing research

designed to estimate the probability that specific communications will be transmitted throughout an individuals Social Network. Estimates of Social Networking Potential (SNP) are combined with estimates of selling effectiveness to estimate ROI on specific combinations of messages and media. All of these forms of marketing research can be classified as either problemidentification research or as problem-solving research. There are two main sources of data - primary and secondary. Primary research is conducted from scratch. It is original and collected to solve the problem in hand. Secondary research already exists since it has been collected for other purposes. It is conducted on data published previously and usually by someone else. Secondary research costs far less than primary research, but seldom comes in a form that exactly meets the needs of the researcher.
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A similar distinction exists between exploratory research and conclusive research. Exploratory research provides insights into and comprehension of an issue or situation. It should draw definitive conclusions only with extreme caution. Conclusive research draws conclusions: the results of the study can be generalized to the whole population. Exploratory research is conducted to explore a problem to get some basic idea about the solution at the preliminary stages of research. It may serve as the input to conclusive research. Exploratory research information is collected by focus group interviews, reviewing literature or books, discussing with experts, etc. This is unstructured and qualitative in nature. If a secondary source of data is unable to serve the purpose, a convenience sample of small size can be collected. Conclusive research is conducted to draw some conclusion about the problem. It is essentially, structured and quantitative research, and the output of this research is the input to management information systems (MIS). Exploratory research is also conducted to simplify the findings of the conclusive or descriptive research, if the findings are very hard to interpret for the marketing managers.

Marketing research methods Methodologically, marketing research uses the following types of research designs: Based on questioning:

Qualitative marketing research - generally used for exploratory

purposes - small number of respondents - not generalizable to the whole

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population - statistical significance and confidence not calculated - examples include focus groups, in-depth interviews, and projective techniques

Quantitative marketing research - generally used to draw conclusions -

tests a specific hypothesis - uses random sampling techniques so as to infer from the sample to the population - involves a large number of respondents - examples include surveys and questionnaires. Techniques include choice modelling, maximum difference preference scaling, and covariance analysis. Based on observations: Ethnographic studies -by nature qualitative, the researcher observes social phenomena in their natural setting - observations can occur cross-sectionally (observations made at one time) or longitudinally (observations occur over several time-periods) - examples include product-use analysis and computer cookie traces. See also Ethnography and Observational techniques. Experimental techniques -, by nature quantitative, the researcher creates a quasi-artificial environment to try to control spurious factors, then manipulates at least one of the variables - examples include purchase laboratories and test markets Researchers often use more than one research design. They may start with secondary research to get background information, and then conduct a focus group (qualitative research design) to explore the issues. Finally they might do a full nation-wide survey (quantitative research design) in order to devise specific recommendations for the client. Business to business market research:

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Business to business (B2B) research is inevitably more complicated than consumer research. The researchers need to know what type of multi-faceted approach will answer the objectives, since seldom is it possible to find the answers using just one method. Finding the right respondents is crucial in B2B research since they are often busy, and may not want to participate. Encouraging them to open up is yet another skill required of the B2B researcher. Last, but not least, most business research leads to strategic decisions and this means that the business researcher must have expertise in developing strategies that are strongly rooted in the research findings and acceptable to the client. There are four key factors that make B2B market research special and different to consumer markets:

The decision making unit is far more complex in B2B markets

than in consumer markets.

B2B products and their applications are more complex than

consumer products.

B2B marketers address a much smaller number of customers who

are very much larger in their consumption of products than is the case in consumer markets. Personal relationships are of critical importance in B2B markets.

Marketing research in small businesses and non-profit organizations:

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Marketing research does not only occur in huge corporations with many employees and a large budget. Marketing information can be derived by observing the environment of their location and the competitions location. Small scale surveys and focus groups are low cost ways to gather information from potential and existing customers. Most secondary data (statistics, demographics, etc.) is available to the public in libraries or on the internet and can be easily accessed by a small business owner. Below some steps that could do by SME (Small Medium Enterprise) to analyze the market: 1.
2.

Provide secondary and or primary data (if necessary); Analyze Macro & Micro Economic data (e.g. Supply & Demand,

GDP,Price change, Economic growth, Sales by sector/industries, interest rate, number of investment/ divestment, I/O, CPI, Social anlysis,etc.);
3.

Implement the marketing mix concept, which is consist of: Place,

Price, Product, Promotion, People, Process, Physical Evidence and also Political & social situation to analyze global market situation);
4.

Analyze market trends, growth, market size, market share, market

competition (e.g. SWOT analysis, B/C Analysis, channel mapping identities of key channels, drivers of customers loyalty and satisfaction, brand perception, satisfaction levels, current competitor-channel relationship analysis, etc.),etc.; 5. Determine market segment, market target, market forecast and

market position;

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6.

Formulating market strategy & also investigating the possibility of

partnership/ collaboration (e.g. Profiling & SWOT analysis of potential partners, evaluating business partnership.)
7.

Combine those analysis with the SME's business plan/ business

model analysis (e.g. Business description, Business process, Business strategy, Revenue model, Business expansion, Return of Investment, Financial analysis (Company History, Financial assumption, Cost/Benefit Analysis, Projected profit & Loss, Cash flow, Balance sheet & business Ratio,etc.). Note as important: Overall analysis is should be based on 6W+1H (What, When, Where, Which, Who, Why and How) question. Commonly used marketing research terms: Market research techniques resemble those used in political polling and social science research. Meta-analysis (also called the Schmidt-Hunter technique) refers to a statistical method of combining data from multiple studies or from several types of studies. Conceptualization means the process of converting vague mental images into definable concepts. Operationalization is the process of converting concepts into specific observable behaviors that a researcher can measure. Precision refers to the exactness of any given measure. Reliability refers to the likelihood that a given operationalzed construct will yield the same results if re-measured. Validity refers to the extent to which a measure provides data that captures the meaning of the operationalzed construct as defined in the study. It asks, Are we measuring what we intended to measure?
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Applied research sets out to prove a specific hypothesis of value

to the clients paying for the research. For example, a cigarette company might commission research that attempts to show that cigarettes are good for one's health. Many researchers have ethical misgivings about doing applied research.

Sugging (from "SUG", for selling under the guise of market

research) forms a sales technique in which sales people pretend to conduct marketing research, but with the real purpose of obtaining buyer motivation and buyer decision-making information to be used in a subsequent sales call.

Frugging comprises the practice of soliciting funds under the

pretence of being a research organization. Selecting a research supplier: A firm that cannot conduct an entire marketing research project in-house must select an external supplier for one or more phases of the project. The firm should compile a list of prospective suppliers from such sources as trade publications, professional directories, and word of mouth. When deciding on criteria for selecting an outside supplier, a firm should ask itself why it is seeking outside marketing research support. For example, a small firm that needs one project investigated may find it economically efficient to employ an outside source. Or a firm may not have the technical expertise undertake certain phases of a project or political conflict-of-interest issues may determine that a project be conducted by an outside supplier.

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When developing criteria for selecting an outside supplier, a firm should keep some basics in mind. What is the reputation of the supplier? Do they complete projects on schedule? Are they known for maintaining ethical standards? Are they flexible? Are their research projects of high quality? What kind and how much experience does the supplier have? Has the firm had experience with projects similar to this one? Do the supplier's personnel have both technical and nontechnical expertise? In other words, in addition to technical skills, are the personnel assigned to the task sensitive to the client's needs and do they share the client's research ideology? Can they communicate well with the client? The cheapest bid is not always the best one. Competitive bids should be obtained and compared on the basis of quality as well as price. A good practice is to get a written bid or contract before beginning the project. Decisions about marketing research suppliers, just like other management decisions, should be based on sound information. Company overviewTop of Form
Special:Search

Top of Form

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Global-Link MP is engaged in the business of organizing, managing and holding of exhibits, special events, conferences and international trade and consumer shows. To date, the company is recognized to be the leading trade and consumer show organizer in the country who has in its portfolio a diverse list of special events, conferences and various trade and consumer shows in sectors such as Automotive, Broadcasting, Communications, Consumer Products, Construction, Electronics, Food, General Machinery, Manufacturing, Technology, Semiconductor, Telecommunications, Services and Lifestyle. Other services being offered by the company include publicity and promotions, consultancy services, graphic designing and below-the-line marketing. Global-Link MP is the only company whose background includes being under the direct management of world-class international companies that specializes in exhibition organizing and management. Our business approach, research, business development, system integration and accounting procedures were all based on the "Best Practices" of both Global Exhibitions Services Pte Ltd. from Singapore and the Institute for International Research (IIR) from London. Global-Link MP is now also part of the World Events Organization (WEO), a network of global event businesses that comprises organizers of exhibitions, conferences and special events, as well as venue managers.

We believe that in choosing a business partner, you will need someone that truly knows and understands the exhibition and events business inside-out BUT
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more importantly, someone who has the ability to put their business understanding and knowledge into actual projects - with proven positive results. At Global-Link MP, our performance and track record will prove that we are indeed the best in the business, not only in terms of number of events, but also in terms of quality of presentation and business generated by our clients.Bottom of Form MP Global Link is one of the fastest growing data collection companies in the marketplace. We offer comprehensive fieldwork solutions for market research companies, consulting companies and corporate clients. MP Global Link India offers comprehensive fieldwork solutions for market research companies, consulting companies and corporate clients. Our reach is nationwide, using... more MP Global Link is one of the fastest growing data collection companies in the marketplace. We offer comprehensive fieldwork solutions for market research companies, consulting companies and corporate clients. MP Global Link India offers comprehensive fieldwork solutions for market research companies, consulting companies and corporate clients in need of data collection and business process outsourcing in India. Our reach is nationwide, using interviewers conversant with all major languages, the latest in data collection technologies and resources to reach your target audience. We have extensive experience dealing with diverse respondent audiences and complex client needs. MP Global Link India has its domestic call center and field offices across 52 major cities in India. We have a state-of-the-art
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centralized CATI center in Noida. We have the field strength of 200 full-time staff and more than 1100 freelance interviewers/supervisors working across 52 locations.

We do everything from fieldwork up to data processing for various organizations and market research companies of national and international repute. We have gained valuable insights into some of the leading international brands and continuously seek to improve our knowledge of markets with a view toward providing a unique and cutting-edge service to all of our existing and prospective clients. To remain competitive in today's marketplace, most companies in North America and the UK are reviewing the feasibility of outsourcing market research field services to India (Learn more here). The feasibility of outsourcing depends on several factors: federal and state laws for the protection of customer lists; privacy laws; and the magnitude of savings in field costs largely available in large survey programs. If these conditions are met, MP Global Link India is available to play the role of a quality outsourced call center partner.

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PROJECTS IN WHICH I WERE INVOLVED

During the internship I had gone through the various projects .Among these The Bharat Darshan is my Mother Project. 1. RAYMOND CONSUMER BEHAVIOUR 2. AIRTEL BROADBAND CONNECTION AUDIT 3. HDFC LOAN MYSTERY AUDIT 4. PLASTIC POLYMER 5. MEDICAL ASPIRANTS 6. IBM STANDARD 7. PHILIPS SLEEP DISORDER EQUIPMENT

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OUTLAY OF RAYMONDS

Raymond Limited Type Public (NSE, BSE) Industry Textiles

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Founded 1925 Headquarters Mumbai, India

Key people Gautam Singhania - Chairman & Managing Director Products fabrics, designer wear, denim, cosmetics & toiletries, engineering files & tools, prophylactics and air charter services Website http://www.raymondindia.com/ The Raymond Group is one of India's largest clothing and apparel companies, with over 60% market share in India. Established in 1925 it has net earnings of Rs. 2,100 crores. It sells textiles, readymade garments, engineering tools, prophylactics and toiletries. Vijaypat Singhania is the chairman emeritus of the company and Gautam Singhania the Managing Director. Company Divisions: 1. Textile With a capacity of 35 million meters in wool & wool-blended fabrics, Raymond commands over 60% market share in worsted suiting in India and ranks amongst the first three fully integrated manufacturers of worsted suiting in the world. 2. Engineering

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J.K. Files & Tools and Ring Plus Aqua Ltd. are the group companies that are engaged in the manufacture of precision engineering products such as steel files, cutting tools, hand tools, agri tools and auto components. 3. Aviation Raymond Ltd. is one of the first Corporate House in India to launch Air Charter Services in India in 1996. Brands Raymond Raymond manufactures worsted suiting fabric in fine grade wool. Raymond's domestic distribution is spread with more than 30,000 outlets that stock and sell Raymond's range of fabrics. Manzoni Manzoni is a luxury lifestyle brand offering a range of formal wear and sportswear including shirts, suits, trousers, jackets, ties and leather accessories. ColorPlus ColorPlus is one of India's premium casual wear brands offering shirts, trousers, knits and survival gear. Some of the technological innovations it is well known for; include thermo-fused buttons, golf balls, rough jeans, wrinkle technology, stain-free fabric, and the cone dyed technique. Zapp!

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Raymond's range of kids wear. The brand brings to 412 years a wide range of clothes, accessories, bed and bath linen and more. The first Zapp! Store has been launched in Ahmadabad with ten more on their way. Be: HOME Be: HOME is a specialty multi brand Home Retail Chain that present soft home furnishings & accessories which are sourced from across the globe (private & International). Spanning from a mid to premium pricing range, Be: HOME provides an assortment of quilts, blankets, robes, apparels, wall dcor, vases, candles, gourmet cooking range. Park Avenue Launched in 1986, Park Avenue is premium formal wear brand. The brand has received the 'Most Admired Menswear Brand' for the year 2009. Parx Parx is a 'premium casual lifestyle' brand bringing semi-formal and casual clothes for 22-30 year olds. Parx was launched in 1999. Notting Hill This brand caters to popular price segment offering affordable choice to people transitioning from tailored clothing to readymade. The brand collection features men's lifestyle products comprising suits, shirts, trousers, jeans, t-shirts and also accessories like ties, handkerchiefs and socks. The Raymond Shop
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The Raymond Shop is a retail store offering complete wardrobe solutions for men. Raymond's Joint Ventures Raymond UCO Denim Pvt. Ltd. The manufacturers and marketers of denim fabrics. Raymond Zambaiti Pvt. Ltd. A Greenfield facility manufacturing cotton shirting.J.K. Ansell Ltd. The manufacturers and marketers of Kama Sutra condoms and surgical gloves.J.K. Talabot Ltd. Joint venture with MOB Outillage SA, manufacturing files and rasps for international markets. Beyond Business Raymond Embryo Research Centre for cattle and J. K. Trust Gram Vikas Yojana. Raymonds association with animal husbandry dates back to three decades when Raymond Limited established a sheep breeding farm at Dhule in Maharashtra for research in various aspects of sheep management and reproduction in 1970. Raymond was the first organization in India to introduce Embryo Transfer in Sheep (1977). My job 1. Drafting questionnaire for the better understanding of customers satisfaction Level. 2. Collection of data on customer traffic on weekdays and on weekends. 3. Check the availability of prominent display boards of Raymonds brand. 4. Finding out the problems that the commuters are facing while shopping.

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Objective of the project The main objective of field survey during the project was to find out the Customers satisfaction level of the fabrics offered by Raymonds. The other objective of the research was to identify the other needs of Customers with respect to present Raymonds brand pattern. Secondary objective To correlate salary, age, area group buying pattern. Purpose: Understanding markets and customers is the bedrock on which business planning and strategy is built. Without knowing your customers needs and wants or understanding demand, your business will be under constant threat from competitors and may be failing to extract the maximum value from your market. To understand why and how customers make choices and a better research process, based on understanding the business and commercial. Research methodology: Research methodology is considered as the nerve of the project. Without a proper well-organized research plan, it is impossible to complete the project and reach to any conclusion. The project was based on the survey plan. The main objective of survey was to collect appropriate data, which work as a base for drawing conclusion and getting result. Therefore, research methodology is the way to systematically solve the research problem. Research methodology not only talks of the methods but also logic

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behind the methods used in the context of a research study and it explains why a particular method has been used in the preference of the other methods. Research design: Research design is important primarily because of the increased complexity in the market as well as marketing approaches available to the researchers. In fact, it is the key to the evolution of successful marketing strategies and programmers. It is an important tool to study buyers behaviour, consumption pattern, brand loyalty, and focus market changes. A research design specifies the methods and procedures for conducting a particular study. According to Kerlinger, Research Design is a plan, conceptual structure, and strategy of investigation conceived as to obtain answers to research questions and to control variance. Type of research is: Descriptive Research

The type of research adopted for study is descriptive. Descriptive studies are undertaken in many circumstances when the researches is interested to know the characteristic of certain group such as age, sex, education level, occupation or Income. A descriptive study may be necessary in cases when a researcher is interested in knowing the proportion of people in a given population who have in particular manner, making projections of a certain thing, or determining the relationship between two or more variables. The objective of such study is to answer the who, what, when, where and how of the subject under
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investigation. There is a general feeling that descriptive studies are factual and very simple. This is not necessarily true. Descriptive study can be complex, demanding a high degree of scientific skill on part of the researcher. A descriptive study may be necessary in cases when a researcher is interested in knowing the proportion of people in a given population who have in particular manner, making projections of a certain thing, or determining the relationship between two or more variables. The objective of such study is to answer the who, what, when, where and how of the subject under investigation. There is a general feeling that descriptive studies are factual and very simple. This is not necessarily true. Descriptive study can be complex, demanding a high degree of scientific skill on part of the researcher. Questions and deciding the types of data to be collected and the procedure to be used in this purpose. Descriptive studies can be divided into two broad categories: Cross Sectional and Longitudinal Sectional. A cross sectional study is concerned with a sample of elements from a given population. Thus, it may deal with household, dealers, retail stores, or other entities. Data on a number of characteristics from sample elements are collected and analyzed. Cross sectional studies are of two types: Field study and Survey. Although the distinction between them is not clear- cut, there are some practical differences, which need different techniques and skills. Field studies are ex-post-factor scientific inquiries that aim at finding the relations and interrelations among variables in a real setting. Such studies are done in live situations like communities, schools, factories, and organizations.

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Another type of cross sectional study is survey result, which has been taken by me. A major strength of survey research is its wide scope. Detail information can be obtained from a sample of large population .Besides; it is economical as more information can be collected per unit of cost. In addition, it is obvious that a sample survey needs less time than a census inquiry. Descriptive research includes survey and fact finding enquiries of different kinds of the major purpose. Descriptive research is description of the state of affairs, as it exists at present. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening. The methods of research utilized in descriptive research are survey methods of all kinds including comparative and co relational methods. The reason for using such needs to be flexile in its approach, but a descriptive study in contrast tends to be rigid and its approach cannot be changed ever now and then. Data collection methods: After the research problem, we have to identify and select which type of data is to research. At this stage; we have to organize a field survey to collect the data. One of the important tools for conducting market research is the availability of necessary and useful data. Questionnaires: This is the most popular tool for the data collection. A questionnaire contains question that the researcher wishes to ask his respondents which is always guided by the objective of the survey. Pie chart:

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This is very useful diagram to represent data, which are divided into a number of categories. This diagram consists of a circle of divided into a number of sectors, which are proportional to the values they represent. The total value is represented by the full create. The diagram bar chart can make comparison among the various components or between a part and a whole of data.

Bar chart: This is another way of representing data graphically. As the name implies, it consist of a number of whispered bar, which originate from a common base line and are equal widths. The lengths of the bards are proportional to the value they represent. Preparation of report: The report was based on the analysis and presented with the findings and suggestions. The sample of the questionnaires is attached with the report itself. Sampling Methodology:Sample typeDetails of the sampling methodology, we have made questionnaire. The one is made for the customers. No. of questions in questionnaires for customer: 10 Number of question related to services offered: 6

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Sample unit: 50 Sample Segment: Professionals, Business man, Employees, Students.

DATA ANALYSIS & INTERPRETATON

1.

Awareness about the International /National Brands of Apparels Aware Yes No %age 100 0

Interpretation: From above graph & Table it is clear that out of the total sample of 100 male everybody is aware about the national & International brands of apparels
2.

Degree of Preferences of branded apparels among the Indians Preference Mostly Preferred Preferred %age 65 17

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Moderate Least Preferred Not Preferred

10 5 3

HYPOTHESIS TESTING : Step1: State Hypothesis: Ho: Branded apparels are least preferred by the Indians. Ha: Branded apparels are highly preferred by the Indians. Step 2: Set the Rejection criteria: DF = 5-1 = 4 At alpha .05 and 4 degrees of freedom, the critical value from the chi square distribution table is 9.49 Step 3: Compute the Test Statistics: Schemes 1 2 3 4 5 Observe d 65 17 10 5 3 20 20 20 20 20 45 -3 -10 -15 -17 2025 9 100 225 289 Expected O-E = (O-E)2/E (O-E) (OE)/E 31.15 0.529 5 11.25 14.45 =

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62.37 Interpretation: As the Chi-square test statistics 62.37

exceeds the critical value of 9.49 hence null hypotheses is rejected and hence we reached at the result that our alternative hypothesis is accepted hence Branded apparels are mostly & highly preferred by Indians (Males)

3.

Apparels segment mostly liked by the Indians Apparels segment Ethnic Corporate Casual Sports % age 5 14 51 29

HYPOTHESIS TESTING: Step1: State Hypothesis:

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Ho: Indians mostly prefer & like other apparels segment over the Casual wears Ha: Indians mostly like casual wears amongst the other apparel segment Step 2: Set the Rejection criteria: DF = 4-1 = 3 At alpha .05 and 3 degrees of freedom, the critical value from the chi square distribution table is 7.81

Step 3: Compute the Test Statistics: Table 4.5 Scheme Observ s ed Ethnic 5 Expect ed 25 25 25 25 O-E -20 -11 -26 -4

= (O-E)2/E

(O-E) 400 121 676 16

(O-E)/E 16 4.84 27.04 0.64 = 48.52

Corpora 14 te Casual Sports 51 29

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Interpretation: As the Chi-square test statistics 48.52 exceeds the critical value of 7.81 hence null hypothesis is rejected and hence alternative hypothesis is accepted so the casual wear segment is mostly liked by the Indians.

4.

Brands of particular apparels segment which are preferred most Corporate Wears

Interpretation: Raymond dominates this category with a major share of 15% which is due to excellent promotion and best quality of material. Cambridge occupies the second position comprising a
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14% share due to large number of outlets and reasonable rates. Provouge is at the third spot with a 13% share due to absolute publicity using the star-power of Fardeen Khan and good range of collection. Fourth position is shared by Park Avenue, Excalibur. Ethnic Wears:

Interpretation: Ramonds dominates this category with a whopping 18% share because of its recent outstanding publicity tactics using hoardings. Raymonds is followed by Amarsons with 16% share
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due to its fair advertising and common-man prices. Third position is shared by Cambridge, Siyarams, Feb India and Libas with each taking 13% share. The reason being reasonable prices and good range of collections.

Sports Wears:

Interpretation: Adiads runs through all other top brands to finish first with 22% share due to its universal appeal and a very popular logo that signifies better quality. Nike finishes second with 19% share due to brilliant advertising that connects to todays Indians. Adidas and Nike recently sponsored many cricket teams in the World Cup 2007. They even spend a huge amount on Research and Development i.e. R&D. Third position is occupied by Fila with 16% share because of great discounts given by the company. Reebok is at fourth position with 11% share.

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Casual Wears:

Interpretation: Out of the top ten brands surveyed in casual category, 16% prefer Killer because Killer has a wide variety of range to suit all tastes. Following Killer is Levis with 15% preference because of good promotional strategies used by the company and also the second best company in terms of providing good quality. Third position is taken by Spykar Jeans because of many factors such as fair publicity, affordable prices, suitable range of colours and comfort. Fourth position is shared by Lee Cooper, Pepe Jeans and Duke.

PSYCHOLOGICAL FACTORS:

I try for pleasing colour combinations in my clothing .

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According to the survey, majority of the people seldom try to wear pleasing colour combinations in their apparel. Also many people tend to opt for pleasing colour combination. This is because men are not that specific about colour combinations and often have second preferences. I try on some of the newest clothes each season to see how I look in the new styles. The chart depicts that majority of the people seldom try new clothes every season and nearly one-fourth of the people try new clothes each season. The reason being, the sample tends to wait for the prices to drop down typical Indian mentality. I have a long-term plan for purchasing more expensive clothes items of clothing.

The graph shows that majority of the people tend to plan on a long term basis to buy expensive clothes. Nearly half of the remaining seldom follows the above. The reason being a clear difference between higher and middle-class purchasing styles. I try to buy clothes with well-known labels.
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The chart depicts that almost half of the sample size usually tends to buy well-known labels and the demand for labels decreases with decrease in income. The reason for such a huge demand for well-known labels being increasing popularity of branded apparels among todays Indians. I try to keep my wardrobe up-to-date.

According to the survey majority of the people not very often keep their wardrobe up-to-date and one-quarter of the people sometimes tend to up-to-date their wardrobe. The remaining half mostly opts to keep their wardrobe up-to-date with the latest in the apparel section. The reason being ones wardrobe comprises of huge variety of top labels, which sometimes does not go with todays Indians culture.

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 I ask my friends what they are wearing to an event before I decide what to wear. According to the survey majority of the sample size sometimes opts to consult their friends before choosing their apparels. Also, one-fourth of the respondents always take their friends opinion before choosing their apparels. The reason being, todays Indians goes for few opinions before taking a decision in terms of choosing apparels.

I get new clothes for a special occasion if the clothes I have are not the type my friends will be wearing.

The survey shows that majority of the respondents in the sample size sometimes tend to buy new clothes for special occasions and the remaining usually or often purchase new clothes for special occasions. This is because the Indians today prefer change in taste in every aspect of apparels. I wear different clothes to impress people.

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According to the survey more than one-third of the respondents not very often tend to wear different clothes to impress people. The remaining respondents sometimes opt to wear different clothes with the intention of impressing people. The reason being todays Indians believes more in simplicity. I have more self-confidence when I wear my best clothes.

According to the survey half of the respondents never tend to relate their self-confidence with their best apparel they wear and close to one-third of them seldom tend to connect their self-confidence with their apparel. The reason for the above being that todays Indians follow the trend that does not connect confidence and apparel. Reference group which influence the purchasing: Reference groups Family Friends co-workers Brand Itself Others %age 8 53 7 23 9
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HYPOTHESIS TESTING: Step1: State Hypothesis: Ho: Friends are not most favoured reference group

which influence Indians to go for branded apparels while purchasing over other like family & brand itself Ha: Friends are most favoured reference group which influence indians to go for branded apparels while purchasing over other like family & brand itself Step 2: Set the Rejection criteria: DF = 5-1 = 4 At alpha .05 and 4degrees of freedom, the critical value from the chi square distribution table is 9.49

Step 3: Compute the Test Statistics: Featur es Observe Expect d ed O-E

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

(O-E)

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1 2 3 4 5

8 53 7 23 9

20 20 20 20 20

-12 33 -13 3 -11

144 1089 169 9 121

7.2 54.45 8.45 0.45 6.05 = 76.6

Interpretation: As the Chi-square test statistics 76.6 exceeds the critical value of 9.49 hence null hypothesis is rejected and hence alternative hypothesis is accepted & we reached at the result that Friends are most favoured reference group which influence Indians to go for branded apparels while purchasing over other like family & brand itself.
1.

Media which males preferred while looking for informations about apparels. Media used Television Radio 47 3 %age

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Newspaper Magazine Internet Others

10 21 17 2

HYPOTHESIS TESTING Step1: State Hypothesis: Ho: Males usually go for or choose print media for getting information about the Apparels brands Ha: Males go for or choose broadcast media for getting information about the Apparels brands over the Print Media. Step 2: Set the Rejection criteria: DF = 6-1 = 5 At alpha .05 and 5 degrees of freedom, the critical value from the chi square distribution table is 11.07 Step 3: Compute the Test Statistics: = (O-E)2/E Featur es Observe Expect d ed O-E (O-E) (O-E)/ E

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1 2 3 4 5 6

47 3 10 21 17 2

16.67 16.67 16.67 16.67 16.67 16.67

30.33 -13.67 -6.67 4.33 0.33 -14.67

919.90 186.86 44.49 18.75 0.11 215.21

55.18 11.20 2.66 1.12 0.006 12.91 =83. 076

Interpretation: As the Chi-square test statistics 83.07 exceeds the critical value of 11.07 hence null hypothesis is rejected and hence as per the alternative hypothesis Males go for or choose broadcast media for getting information about the Apparels brands over the Print Media. 2. Highest level of education you have completed? Qualification Intermediate (+2) Bachelor degree Master Degree PHD %age 5 36 47 0

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Other professional 12 Degree

Interpretation: Out of the sample of 100 male, From above table & graph we found that 47 % of the males are qualifying for the master degree as they are studying in the colleges & Universities whereas only 5 % are of intermediate level & 36 % are qualifying for bachelor degree. Who are wearing branded apparels.

3. Marital status Marital status Single Married % age 91 9

Interpretation: Survey which we have conducted, out of 100 respondents 91% of the respondents are single that they are un-married and only 9 % of the male respondents are married. 4. Age
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Age Below 17 18-20 21-24 above 25 Interpretation:

%age 6 34 51 9

From the data shown in the table we found that most of the male respondents are between the age of 21-24 years 51% of the males fall in this age interval whereas 34 % of respondents (Males) are falling in the age interval of 18-20 years and only 6% of males are below 17 years of age.
5.

Your total income that you, yourself, earn monthly? Income Level No Income Below Rs. 10000 Rs. 10000-20000 Rs. 20001-25000 Above Rs. 25000 %age 47 25 17 11 0

Interpretation:

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As we have discussed that most of the male indians respondents are qualifying & qualified for bachelor degrees & Master degree so from the above data we found that 47 % of the respondents are having no income they have no source of income other than their parents, who buy branded apparels & 25 % of respondent who have completed their bachelor & master degree who wears branded apparels are doing job in some companies and they have income Below 10000, 17% has income between Rs.10000-20000. Only 11% respondents who wear branded apparels have income between Rs. 20001-25000. FINDINGS: After conducting the whole survey on my project I found that

Branded apparels are mostly preferred by the male Indians when there are so many national & international brands are existing in the market in the current fashion oriented generation.

Majority of the people are inclined more towards casuals. This is followed by Corporate and Sportswear both getting decent responses. Ethnic comes last with minimal number of respondents preferring ethnic wear.

Out of the top ten brands surveyed in casual category, Male prefers Killer because Killer has a wide variety of range to suit all tastes. over the other brands like Lee Cooper, Pepe Jeans and Duke

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In the corporate category Raymond dominates this category with a major share of 15% which is due to excellent promotion and best quality of material than other brands followed by the Park Avenue, Excalibur. Provouge,Cambridge

In the category of Sports wears Adiads runs through all other top brands to finish first with 22% share due to its universal appeal and a very popular logo that signifies better quality. Adidas is mostly liked by the indians over the other brands like rebook Nike, Puma Yonex etc In the Ethnic segment, Millionaire dominates this category with a whopping 18% share Millionaire is followed by Amarsons with 16% share due to its fair advertising and common-man prices. Friends are most favoured reference group which influence indians to go for branded apparels while purchasing over other like family & brand itself

Males go for or choose broadcast media for getting information about the Apparels brands over the Print Media. Majority of the sample size seldom tend to update their wardrobe and hence not very often do they opt for pleasing colour combinations and seasonal trial of new styles in apparels.

Todays Indians sometimes ask their friends about their apparels before choosing ones apparel for an event and hence do not care about buying new clothes similar to that of their friends.
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The Indians today, wears what they like irrespective of his/her friends approval. During survey we found occasions that todays indians always prefers new clothes for special In survey we also found that todays Indians always try new clothes without planning to buy them. They not very often try on different apparels to impress people. Todays Indians also very rarely decide on clothes according to their mood and never connect selfconfidence with their apparels.

CONCLUSION: From the survey that was conducted, we conclude that majority of the people are inclined more towards casuals. This is followed by Corporate and Sportswear both getting decent responses. Ethnic comes last with minimal number of respondents preferring ethnic wear.

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The survey shows that majority of the sample size seldom tend to update their wardrobe and hence not very often do they opt for pleasing colour combinations and seasonal trial of new styles in apparels. Also todays Indians only sometimes cares to be considered as outstandingly well-dressed by their friends, which is majorly responsible for their trial of accessories during the purchase of new apparels. Todays Indians majorly tend to go for branded clothes and they always plan long-term for the final purchase. Todays Indians sometimes ask their friends about their apparels before choosing ones apparel for an event and hence do not care about buying new clothes similar to that of their friends. The Indians today, wears what they like irrespective of his/her friends approval. The survey also depicts that todays Indians always prefers new clothes for special occasions. The survey shows that todays Indians always try new clothes without planning to buy them. They not very often try on different apparels to impress people. They also very rarely decide on clothes according to their mood and never connect self-confidence with their apparels.

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LIMITATIONS: There are following constraints of the study which can be explained as: The time of research was short due to which many fact has been left untouched

The Area undertaken in research in New Delhi and NCR only. But to do a completer research a wide area is required, so the area is also a constraint of the study.

Sample for the study taken is of only 100 consumers. Which can also act as a constraint in the study?

While collecting data some of the respondents are not willing to fill the questionnaire, so they might not fill their true behaviour. This can also be a constraint of the study.

RECOMMENDATIONS: After studying the buying behaviour of the Indians of New Delhi & NCR regarding the branded apparels, what we recommend to the apparels manufacturing as well as marketing companies is that:

In New Delhi & NCR Indians is aware about the National & International brands but some of the brands are not available in New Delhi & NCR so companies should expand their distribution networks
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 Consumer of the Indian market are very price conscious ,due to very high prices of some international brand consumer is not able to afford that particular brands ,so companies should make some of the stuffs of apparels available at the affordable price as per the geographical regions.

Most of the Indians make the decision of buying the apparels when they saw that celebrity is using & wearing those particular brands like Raymond. So companies should promote their brands by endorsing the Celebrity whose personality is matching with the brands.

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Bibliography

References 1. Raymond - Group of Companies 2. Parx 3. Color Plus 4. Addidas

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WEBSITES:
www.apparelsindustry.in/india.htm http://en.wiki.wikipedia.com/indian_industry www.managementparadise.com/consumerbehaviour_branded_apparels.htm www.scribd.com

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QUESTIONNAIRE
Dear Sir, I Rupak Kumar, student of PGDBM3rd Semester (NDIM) .I am doing my final project. A study on the factors affecting the consumer buying behaviour towards the Branded Apparels amongst the Indians(Male).For this I need to get a questionnaire filled by you, the data & information provided by you will be remained confidential & will be used for the academic purpose. So please help me in this project. Name: ___________________________________ Age: _________

Address: ____________________________________________________ Indicate your choice by placing a CHECK or X in the spaces provided after each response. Q.1Are you aware about the International /National Brands of Appeals?

Yes

No

Q.2Degree of preferences of the branded apparels amongst you.

Mostly Preferred
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Preferred Moderate Least Preferred Not Preferred

Q.3Which apparel segment you like the most? a) Ethnic b) Corporate /Formal c) Casual d) Sports

Sr.n o

Cas ual

Co rpo rat e LO UI S PHI L LI P Raymon d PRO VO GUE ARRO W PARK AVEN UE OX EMB ERG C AMB RI DGE DON EAR CO TTO N CO UN TY PERTER EN GL AN D

Et hnic TI MB ERL AN D LI B AS F AB I NDI A MIL L IO N AI RE HERI TAGE DI W AN SAHEB AMARSO N S SI YARAMS VI MAL C AMB RI DGE

SPYK AR PEPE L EE CO O PER L AW MAN L EVI S KI LL ER MONTE CARLO DUK E C ARL E O UTL AW PO LO If o t he rs , p le as e sp e cif y

Sp o rt s we ar REEB O K NI K E ADI DAS FI L A YON EX LO TTO SPEEDO HEAD PUMA SL AZ EN GER

Q.1 If you have to choose from the below listed apparels segment & brands which

brands

of particular apparels segment will you preferred most??

Q.2Read the following statements and rate each according to the scale given below. 68

Indicate your choice by recording the number in the blanks provided to the right of each statement. Scale:
Always, very high exceptions 5 usually, majority of the time4 Sometimes 3 Seldom, Not very often, 2 Never, very few exceptions 1

a) I read magazines and newspapers to find out what is new in clothing. b) When new styles appear on the market, I am one of the first to buy them. c) e) f) I go for purchase because I get bored with wearing the same type of clothes all the time. I preferred to purchase the apparels which are weared by the celebrities I try to dress & even purchase same as my friends so that others will know that I am part of the group. g) I wear Brand clothes to impress people h) It Depicts my Social Class i) j) I have more self-confidence when I wear Branded clothes of my choice clothes Again you go with the same brand during repurchase d) I have a long-term plan for purchasing more expensive clothes items of clothing.

Indicate your choice by placing a CHECK or X in the spaces provided after each response. Q.1Who influence you most while going for the purchase of branded apparels? a) Family b) Friends c) Co-Workers d) Brand Itself e) Others 69

(Explain) ________________
Q.7 Which media do you prefer most while looking for information about apparels? a) b) c) d) e) f) g)

Television Radio Newspapers Magazines Internet Others _____ (Explain)_________________________ Do Not Use

Q.8

What is the highest level of education you have completed? a) Intermediate (+2) b) Bachelors Degree c) Masters Degree d) PhD or Equivalent e) Other Professional Degree (Specify)_________________

Q.9

What is your marital status? a) Single

b) Married

Q.10

What is your total income that you, yourself, earn monthly? a) No Income c) Rs10000 -20000 e) Rs 25000 and Above b) Below Rs 10000

d) Rs 20000-25000

THANKS FOR GIVING YOUR VALUABLE TIME

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