For submission-MR ASS 2 Jusy For Refrences PDF

NATIONAL INSTITUTE OF FASHION TECHNOLOGY (NIFT)
MARKETING RESEARCH
IMPACT OF CUSTOMER SATISFACTION ON BRAND
LOYALTY PERTAINING TO LINGERIE
FACULTY: - MR. VIKAS KUMAR
PRESENTED BY-
HIMANI CHANDRA
M.F.M
1ST SEMESTER
1
DECLARATION
I Himani Chandra hereby declare that the Marketing Research Project (MR) entitled “Impact of
Customer Satisfaction on Brand Loyalty Pertaining to Lingerie” is the result of my own research
work carried out by me during the period of August 2017 to November 2017. This report has not
been submitted to any other University or Institute for award of any diploma, degree etc.
Himani Chandra
/ / 2017
2
CERTIFICATE
This is to certify that Himani Chandra, National Institute of Fashion Technology (NIFT), Patna
has successfully completed his Marketing Research Project work titled “Impact of Customer
Satisfaction on Brand Loyalty Pertaining to Lingerie” for the 2 years Post Graduate Programme
“Master of Fashion Management (MFM)” as prescribed by the Department of Fashion Studies
(FMS), National Institute of Fashion Technology.
This „Marketing Research‟ report is the record of authentic work carried out by him during the
period from August 2017 to November 2017 under my mentorship.
Signature
Mr. Vikas Kumar
Assistant Professor
NIFT, Patna
3
TABLE OF CONTENTS
S.No Topic Page no.
1. Declaration 02
2. Certificate 03
3. Acknowledgement 05
4. Chapter 1 Abstract 06
5. Chapter 2 Literature Review 07-13
6. Chapter 3 Objective 14
7. Chapter 4 Research Methodology 15-16
8. Chapter 5 Analysis 17-54
9. Chapter 6 Findings 55-56
10. Chapter 7 Conclusion 57
11. References 58
12. Annexure 59-63
4
ACKNOWLEDGEMENT
I wish to express my sincere gratitude to the Director of NIFT, Mr. Sanjay Srivatava and my
professor Mr. Vikas Kumar for his constant guidance and support without which the completion
of this document would not be possible. I would like to thank my friends and family for their
support and encouragement throughout the completion of this document.
5
CHAPTER 1
ABSTRACT
Customer satisfaction and brand loyalty, it is important to understand the difference between the
two and how they can affect the success of any business. While it is easy to satisfy a new
customer where as it can be much harder to gain loyalty. Consumer satisfaction and brand
loyalty have been showed as marketing goals for many companies. In today‟s time, customers
are seeking an emotional connect with the brands which they choose. Marketing professionals
consider loyalty to be a multidimensional phenomenon as brand loyalty basically facilitates in
building brand equity, organization growth & profit.
Factors affecting customer satisfaction is of utmost importance in order to know the reasons or
the factors that create satisfaction among customers for a particular brand. Customer satisfaction
is established when a brand fulfills the needs and desires of customers. In this research study, the
subscribers of lingerie‟s operating in India(metro cities) were targeted as the population while
price fairness and customer services were the taken as the predicting variables towards customer
satisfaction as criterion variable. Therefore, we will evaluate the relative importance of some of
the known factors related to brand in loyalty of lingerie‟s in India (working women of metro
cities). This research contributes to existing knowledge through simultaneous examination of
factors such as satisfaction value, feelings towards a brand, brand loyalty, & price fairness.
This study aims to find alternative solution models through analysis of data for customer
satisfaction on brand loyalty in the lingerie market. The research will be either is exploratory or
conclusive where conclusive can further be divided into descriptive or casual. A mix of both
primary as well as secondary data is used to fulfill the objectives of the research. 150 Working
women‟s of metro city- Delhi, Mumbai, Bengaluru from the age group of 20-40 years, belonging
to middle class are taken as respondents.
KEY WORDS
Customer satisfaction, India, brand loyalty, lingerie, price fairness, metro cities.
6
CHAPTER 2
LITERATURE REVIEW
CUSTOMER SATISFACTION
Customer satisfaction is a main factor and plays a very important role in business as business
always starts and closes with customers and hence the customers must be treated as the king of
the market. All the business enhancements, profit, status, image etc. of the organization depends
on customers. Hence it is important for all the organizations to meet all the customers‟
expectations and identify that they are satisfied with the services provided.
If there will be high level of satisfaction, customers sentiments will get highly attached with the
specific brand of the product and the supplier. If there is good healthy customer-supplier
relationship there will be very low chances of defection in terms of products. Hence customer
satisfaction is one the most important factor that every supplier should focus on so as to establish
a known position in the global market and enhance its business and profit.
BRAND LOYALTY
BRAND
Brands comprise the logo, the pictorial representation of the company or organization, the
signature of the company. According to the American Marketing Association a „brand‟ is a
name, term, sign, symbol or design or a combination of them intended to identify the goods and
services of one seller or group of sellers and to differentiate them from those of competitors. The
image and personality of the brand is easily carried over to the new products, giving it a start.
(Keller, 1998). A brand can create a lasting impression on consumers and this may result in
brand loyalty or attract loyal customers.
7
LOYALTY
Loyalty is a biased response towards a brand or product expressed over a period of time and is
defined by the purchase pattern of a decision making unit which may be an individual, a
household or a firm (Mellens, Dekimpe and Steenkamp, 1996).
Hence loyalty is at the heart of a company‟s success. Researchers and marketers are interested to
understand the changes that determine loyalty to a company or to a product and also to
differentiate between brand and customer loyalty, although there is not much difference between
the two concepts because there are various advantages which are enjoyed by brand with
consistent customer loyalty.
BRAND LOYALTY
Brand loyalty is a sum of brand and loyalty (brand+loyalty) , it reflects a customer's commitment
to remain in a relationship for a long period of time with a brand.
When an emotional relationship is created between the consumer and the brand this leads to a
strong bond and a competitive advantage for that particular brand. Loyalty consists of both
attitudinal and behavioral components. Attitudinal loyalty relates to the customers willingness to
purchase a product or a service from the brand at any reasonable rate.
It is considering as essential element to sustain in the competitive environment and success of

any organization. It is a way to keep their customers for longer time with the company and to get
competitive advantage.
Brand loyalty occurs because consumers perceive that the brand offers the right product features
& quality of the product at the right price. This perception becomes the foundation for a new
buying habit. Basically, consumers initially will make a trial purchase of the brand and, after
satisfaction, tend to form habits and continue purchasing the same brand because the product is
safe and familiar.
Brand loyalty has also been expressed as the consumer‟s positive feeling about the same brand,
consumer purchasing the brand more frequent than the others as well as buying and using the
same brand for a long time. Moreover, some tendencies and common conditions have been stated
in order to be able to talk about brand loyalty
8
PRICE FAIRENESS AND PRICE SATISFACTION
Price fairness and price satisfaction form one the most important fields in pricing and also in
customer satisfaction. Price fairness has direct impact on price satisfaction.
Price fairness, brand loyalty and customer satisfaction goes hand in hand, to achieve customer
loyalty, the company must create customer satisfaction. Some ways to gain customers loyalty is
through acceptable price and the company's image. Therefore “The price in the past”, “The price
applied by competitors”, “The price charged by the company” are observed by the customers.
LINGERIE
It is a French origin word. Lingerie is a category of women's clothing, including at

least undergarments, sleepwear etc. Lingerie is made up of lightweight, stretchy, smooth, sheer,
or decorative fabrics like lycra, satin, chiffon, or lace.
It includes products from vests to knickers, negligees to dressing gowns and can sometimes
include shape wear and corsetry. The focus in this report, however, will be on briefs and bras.
The bra is a woman's second most common piece of lingerie and gives the breasts support, as
well as enhancing a woman‟s appearance (Herroom).
There are a variety of types of bra that can be considered:
□ Push up bra
□ Strapless bra
□ Demi-cup or balconette
□ Multi-way
□ Underwire bra
□ T-shirt bras
□ Minimizer bra
9
PUSHUP BRA
As the name suggest, they push your breast up towards the center for cleavage, but with the
added advantage of padding. Push up bra is best for women with small and asymmetrical breast
as they tend to balance them out.
STRAPLESS BRA
The strapless bra does exactly as the name indicates, it doesn‟t have straps and is normally
supported by the under band. You can expect less support and comfort due to the absence of
straps. It is designed to wear with strapless dress and tops and every woman needs to have this in
their wardrobe.
DEMI-CUP BRA/BALCONETTE
Balconette is a sexier version of a full-coverage bra but with a smaller cup cut to expose more of
the upper portion of the breast. Many people might get confused between the two because of the
cup cut.
And Demi bra falls even lower than the Balconette. It plunges quite low to show ample cleavage
and is great for small size breast. It can be best worn with wide necklines, scoop neck, and low
necklines.
MULTYWAY BRA
Convertible bra in halter and crossover back style. Photo source: Triumph. Convertible (also
called multiway) bras are a must to own. The straps come off and have hooks so you can reattach
them in different ways to wear with clothes where the straps of a standard bra would show.
(HerRoom, 2017)
10
UNDERWIRE BRA
Designed to give extra support, structure, and endurance to the breast, underwire bras normally
have a metal or plastic wire running under its cups. While some women love the supportive feel,
others find it uncomfortable.
TSHIRT BRA
The ultimate style staple of your lingerie drawer, T-shirt bras are padded bras designed for
everyday comfort. Designed to go invisible under body-hugging outfits, this bra has seamless
smooth cups for no-show and gentle support and comes in a variety of styles, from strapless to
plunge. Note: All T-shirt bras must be padded, but not all padded bras are seamless and meant
for T-shirts.
MINIMISER BRA
A minimizer bra is a boon for women who want to reduce the appearance of large bust size under
fitted dresses. These bras are engineered to visually reduce the projection and circumference of
the chest, by redistributing breast tissue to create the appearance of a smaller bust. They also
provide the added benefit of extra support and shaping for a proportionate look. (HerRoom, 2017)
Whereas Women's everyday briefs (bottom undergarments) come in different cuts and styles
depending on preference and comfort level. The most common styles are:
□ Bikinis
□ Hipsters or hip-huggers
11
□ Brazilian cut
□ Briefs
□ Cheeky/French
□ Thongs
□ G-Strings
□ Boy shorts
BIKINIES
Bikinis sits at hip level, but the fabric of the side sections is narrower. With the string
bikini type, the side sections disappear altogether and the waistband consists of only string-like
material; also, the rear coverage of the bikini is more revealing than that of the brief.
HIPSTER
Hipsters are worn lower down on the body, with the waistband around the hips.
BRAZILIAN CUT
The Brazilian cut panty. This popular underwear name refers to how the back of the panty looks,
while the front can be any style. The most common way to describe a Brazilian panty is that it is
wider in the back than a thong, but much less coverage than a regular bikini cut. This style is a
popular cut for both underwear and swimsuits in Brazil, which is where its name originated.
(HerRoom, 2017)
BRIEFS
Briefs are re rise to the waist, or just below the navel, and have full coverage. There are types of
briefs:
12
Classic briefs feature sides that extend below the hip. Sometimes these are called "granny
panties" by young women.
High-cut briefs are designed with sides that are somewhat narrower.
Control briefs are designed to offer support while giving a slimmer appearance. This type
usually contains a stretch material such as spandex and may extend above the waist.
THONGS
It have a waistband similar to tangas, but the rear coverage is mostly cut away. The crotch is
extended to the back of the wearer and a narrow strip of fabric fits between the buttocks,
becoming wider towards the top.
G-STRING
It have a waistband similar to tangas, but the rear coverage is mostly cut away. The crotch is
extended to the back of the wearer and a narrow strip of fabric fits between the buttocks,
becoming wider towards the top. (HerRoom, 2017)
BOYS SHORT
They are styled after men's boxer briefs and have short legs extending below the crotch.
(HerRoom, 2017)
13
CHAPTER 3
OBJECTIVES OF THE RESEARCH
The objective of this study is to investigate the prime importance of customer satisfaction on
brand loyalty in the lingerie market. To throw light on the various methodologies by which the
customers are satisfied with a brand and become loyal to it in all conditions like season sale,
BUY 1 GET 1 etc.
To find out the loyalty patronage of the customers and how well the brand retains it with
different competitive brands in respect of the lingerie sector for all the working women of metro
cities in India.
14
CHAPTER 4
RESEARCH METHODOLOGY
RESEARCH DESIGN
The research design constitutes the blueprint for the collection, measurement, and analysis of
data It basically specifies the details of the procedures necessary for solving the marketing
research problems. A research design can either be exploratory or conclusive. Conclusive can
further be divided into descriptive or casual.
RESEARCH TYPE
The type of research type chosen for this topic is descriptive research design. A mix of both
primary as well as secondary data would be used to fulfill the objectives of the research.
Descriptive research makes use of survey and observation methods.
POPULATION
The participants would include working women‟s of metro city- Delhi, Mumbai, Bengaluru from
the age group of 20-40 years, belonging to middle class.
This segment is the main market and is career oriented, who thrive on being fashionable, and
who have large amounts of disposable income. The requirement for this segment is to buy new
styles which are fashionable and are trendy.
SAMPLE SIZE
Sample size chosen for this study is 150 working women‟s of metro city- Delhi, Mumbai, and
Bengaluru from the age group of 20-40 years, belonging to middle class.
15
SAMPLE DESIGN
Non random sampling method.
DATA COLLECTION
A closed ended and open ended structured questionnaire used to collect the data. The
questionnaire would be forwarded to the respondents via social media and Google Drive even it
will be interviewed on a phone call.
16
CHAPTER 5
ANALYSIS
The questionnaire has been filled up by working women‟s of metro city- Delhi, Mumbai, and
Bengaluru from the age group of 20-40 years, belonging to middle class.
The questionnaire was filled by 50 women‟s from each metro cities (Delhi, Mumbai, and
Bengaluru) those who filled up this form were middle class working women‟s. Thus, the
graph shows 100% females for each cities.
Bangalore 50 female
Delhi 50 female
Mumbai 50 female
17
Age- Mumbai
20 to 40 years Working women‟s from Mumbai were included to fill this questionnaire
where 7 women‟s were of 20 years, 21 women‟s were from 21-25 years, 14 women‟s were
from 26-30 years, 2 (4%) women‟s were of 30 years and 9 women‟s were frm 31- 40 years .
Age- Delhi
20 to 40 years Working women‟s from Delhi were included to fill this questionnaire where 4
women‟s were of 20 years, 26 women‟s were from 21-25 years, 12 women‟s were from 26-
30 years, 3 (6%) women‟s were of 30 years and 6 women‟s were from 31- 40 years .
18
Age- Bangalore
20 to 40 years Working women‟s from Bangalore were included to fill this questionnaire
where 7 women‟s were of 20 years, 31 women‟s were from 21-25 years, 8 women‟s were
from 26-30 years, 1 women‟s were of 30 years and 6 women‟s were from 31- 40 years .
Annual income Bangalore:
Frequency Percent
less than 5 lacs 35 67.3%
6 lacs-10 lacs 12 23.2%
10 lacs- 15 lacs 3 5.8%
More than 15 lacs 2 3.8%
Interpretation:
The above frequency table and the pie chart showcase the frequency distribution for the annual
family income of the respondents. Out of 50 respondents surveyed in Bangalore, Most of the
respondents in the survey had annual income less than 5 lacs . 19
Annual income Mumbai:
Frequency Percent
6 lacs-10 lacs 21 39.6%
10 lacs- 15 lacs 13 24.5%
Interpretation:
income of the respondents. Out of 50 respondents surveyed in Mumbai, Most of the respondents in
the survey had annual income between 6-10 lacs .
Annual income Delhi:
Frequency Percent
6 lacs-10 lacs 11 21.6%
10 lacs- 15 lacs 10 19.6%
Interpretation:
income of the respondents. Out of 50 respondents surveyed in Delhi, Most of the respondents in the
survey had annual income less than 5 lacs .
20
Profession Bangalore:
Frequency Percent
Working 35 83.3%
Entrepreneur 7 16.7%
Interpretation:
The above frequency table and the pie chart showcase the frequency distribution of the profession of
the respondents. Out of 50 respondents surveyed from Bangalore, This concludes that the survey
conducted had 83.3% of working profession.
Profession Mumbai:
Frequency Percent
22%
Working 39 78%
Entrepreneur 11 22% 78%
Interpretation:
the respondents. Out of 50 respondents surveyed from Mumbai, This concludes that the survey
conducted had 78% of working profession.
21
Profession Delhi:
Frequency Percent 18%
Working 41 82%
82%
Entrepreneur 9 18%
Interpretation:
the respondents. Out of 50 respondents surveyed from Delhi, This concludes that the survey
conducted had 82% of working profession.
Do you prefer to buy branded

lingerie’s? 12%
Bangalore Frequency Percent
Yes 44 88%
No 6 12%
88%
Interpretation:
The above frequency table and the pie chart showcase the frequency distribution for the prefer to
buy branded lingerie‟s. Out of 50 respondents surveyed in Bangalore,88% of the respondents in the
survey had preferred to buy branded lingerie‟s.
22
lingerie’s:
22%
Mumbai Frequency Percent
Yes 39 78%
No 11 22%
78%
Interpretation:
buy branded lingerie‟s. Out of 50 respondents surveyed in Mumbai,78% of the respondents in the

lingerie’s : 14%
Delhi Frequency Percent
Yes 43 86%
No 7 14%
86%
Interpretation:
buy branded lingerie‟s. Out of 50 respondents surveyed in Delhi,86% of the respondents in the
23
What defines branded lingerie’s in your opinion? Mumbai (1 highest rating, 5
lowest rating)
Mumbai 1 2 3 4 5
Great Comfort 34 (68%) 5 (10%) 7 (14%) 1 (2%) 3 (6%)
Expensive Item 19 (38%) 18 (36%) 10 (20%) 1 (2%) 2 (4%)
Best Quality Item 29 (58%) 10 (20%) 6 (12%) 3 (6%) 2 (4%)
Exclusive Item 18 (36%) 15 (30%) 12 (24%) 3 (6%) 2 (4%)
Variety 28 (56%) 12 (24%) 3 (6%) 2 (4%) 5 (10%)
Interpretation:
The above frequency table and the bar graph showcase the frequency distribution of the definition of
branded lingerie‟s. Out of 50 respondents surveyed in Mumbai, the main feature of branded
lingerie‟s which customers prefer is great comfort, best quality, variety, expensive and exclusive
item.
24
What defines branded lingerie’s in your opinion? Bangalore (1 highest rating,
5 lowest rating)
Bangalore 1 2 3 4 5
Great Comfort 20 (40%) 3 (6%) 14(28%) 2 (4%) 13 (26%)
Expensive Item 11 (22%) 17 (34%) 21 (42%) 2 (4%) 1(2%)
Exclusive Item 12 (24%) 15 (30%) 18 (36%) 5 (10%) 2 (4%)
Variety 17 (34%) 7 (14%) 15 (30%) 7 (14%) 6 (12%)
Interpretation:
branded lingerie‟s. Out of 50 respondents surveyed in Bangalore, the main feature of branded
lingerie‟s which customers prefer is great comfort, best quality, variety, expensive and exclusive
item.
25
What defines branded lingerie’s in your opinion? Bangalore (1 highest rating,
5 lowest rating)
Delhi 1 2 3 4 5
Great Comfort 24(48%) 3 (6%) 10(20%) 7 (14%) 9(18%)
Expensive Item 19 (38%) 12 (24%) 10 (20%) 4 (8%) 5 (10%)
Exclusive Item 20 (40%) 9 (18%) 13 (26%) 7 (14%) 1 (2%)
Variety 20 (40%) 4 (8%) 14 (28%) 8 (16%) 4 (8%)
Interpretation:
branded lingerie‟s. Out of 50 respondents surveyed in Delhi, the main feature of branded lingerie‟s
which customers prefer is great comfort, best quality, variety, expensive and exclusive item.
26
How much lingerie brand are you aware of? (Mumbai)
Mumbai Frequency Percent Interpretation:

Enamor 3 5.7% The above frequency table and the pie graph
Calvin Kline 7 13.2% showcase the frequency distribution of lingerie‟s
brand. Out of 50 respondents surveyed in Mumbai,
Jockey 7 13.2%
majority of the respondents are aware of the brand
Triumph 4 7.5%
Jockey, Calvin Kline, Victoria Secret, Marks &
Amante 6 11.3% Spencer and Amante.
Bwitch 3 5.7%
Hunkemoller 4 7.5%
Pretty Secrets 2 3.8%
Marks & Spencer 6 11.3%
Clove 1 1.9%
Victoria Secret 10 18.9%
27
How much lingerie brand are you aware of? (Bangalore)

Enamor 30 57.7% The above frequency table and the bar graph
Jockey 44 84.6%
Triumph 24 46.2%
Bwitch 22 42.3%
Hunkemoller 10 19.2%
Clove 20 38.5%
28
How much lingerie brand are you aware of? (Delhi)

Calvin Kline 25 49% showcase the frequency distribution of lingerie‟s
Jockey 26 51%
Triumph 10 19.6%
Bwitch 12 23.5%
Hunkemoller 3 5.3%
Clove 4 7.8%
29
How many times do you purchase lingerie’s? (Mumbai)
44%
14%
14%
28%
Once in a week 7 14%
Twice in a month 14 28%
Once in six month 22 44%
Thrice in a year 7 14%
Interpretation:
The above frequency table and the pie graph showcase the frequency distribution of purchase of
lingerie‟s. Out of 50 respondents surveyed in Mumbai, majority of the respondents shop once in six
months.
30
How many times do you purchase lingerie’s? (Bangalore)
Once in a week Twice in a week Once in six month Thrice in a year
6%
20%
34%
40%
Once in a week 3 6%
Interpretation:
lingerie‟s. Out of 50 respondents surveyed in Bangalore, majority of the respondents shop once in six
months.
31
How many times do you purchase lingerie’s? (Delhi)
Once in a week Twice in a week Once in six month Thrice in a year
6%
20%
30%
44%
Once in a week 3 6%
Interpretation:
lingerie‟s. Out of 50 respondents surveyed in Bangalore, majority of the respondents shop once in six
months.
On an average, how much did you might have spent on purchasing a lingeries products till now
32
On an average, how much did you might have spent on purchasing lingerie’s
products till now? (Mumbai)
38%
8%
54%
Less than 1 Lakh 27 54%
2 lakh – 5 lakh 19 38%
More than 5 lakh 4 8%
Interpretation:
The above frequency table and the pie graph showcase the frequency distribution of amount spent on
purchase of lingerie‟s. Out of 50 respondents surveyed in Mumbai, majority of the respondents spent less
than 1 lakh.
33
products till now? (Bangalore)
Less than 1 lakh 2 lakh-5 lakh More than 5 lakh
4%
22%
74%
2 lakh – 5 lakh 12 22%
Interpretation:
purchase of lingerie‟s. Out of 50 respondents surveyed in Bangalore, majority of the respondents spent
less than 1 lakh.
34
products till now? (Delhi)
Less than 1 lakh 2 lakh-5 lakh More than 5 lakh
8%
26%
66%
2 lakh – 5 lakh 13 26%
Interpretation:
purchase of lingerie‟s. Out of 50 respondents surveyed in Delhi, majority of the respondents spent less
than 1 lakh.
35
What will you consider first when you are purchasing your lingerie’s?
(Mumbai)
Brand Name Fashion (Trend) Pattern Customer service
3%
29%
41%
27%
Brand Name 18 41%
Fashion(Trend) 12 27%
Pattern 13 29%
Customer Service 7 3%
Interpretation:
The above frequency table and the pie graph showcase the frequency distribution of the choice while
purchase of lingerie‟s. Out of 50 respondents surveyed in Mumbai, majority of the respondents prefer
brand name.
36
What will you consider first when you are purchasing your lingerie’s?
(Bangalore)
18%
40%
28%
14%
Brand Name 20 40%
Pattern 14 28%
Interpretation:
purchase of lingerie‟s. Out of 50 respondents surveyed in Bangalore, majority of the respondents prefer
brand name and second preference is given to pattern.
37
What will you consider first when you are purchasing your lingerie’s? (Delhi)
18%
44%
16%
22%
Brand Name 22 44%
Pattern 8 16%
Interpretation:
purchase of lingerie‟s. Out of 50 respondents surveyed in Delhi, majority of the respondents prefer brand
name.
38
What kind of panties you intend to buy? (1 highest rating, 8 lowest rating)-
Mumbai
Mumbai 1 2 3 4 5 6 7 8
Bikinis 21(42%) 14(28%) 13(26%) 1(2%) 2(4%) 0 1(2%) 2(4%)
Hipsters 23(46%) 14(28%) 10(20%) 5(10%) 1(2%) 1(2%) 0 1(2%)
Brazilian 13(26%) 12(24%) 21(42%) 4(8%) 4(8%) 1(2%) 1(2%) 0

Cut
G-strings 13(26%) 9(18%) 17(34%) 5(10%) 4(8%) 4(8%) 0 3(6%)
Briefs 17(34%) 11(22%) 18(36%) 4(8%) 2(4%) 0 0 2(4%)
French 20(40%) 9(18%) 15(30%) 5(10%) 2(4%) 2(4%) 1(2%) 1(2%)
Thongs 15(30%) 2(4%) 16(32%) 8(16%) 6(12%) 1(2%) 1(2%) 0
Boy Shorts 22(44%) 10(20%) 15(30%) 5(10%) 0 2(4%) 2(4%) 1(2%)
39
Interpretation:
The above frequency table and the bar graph showcase the frequency distribution of the panties
respondents‟ intent to buy. Out of 50 respondents surveyed in Mumbai, the panties which customers
prefer were Hipsters, Boy Shorts, Bikinis & French.
Bangalore
Bangalore 1 2 3 4 5 6 7 8
Bikinis 25(55%) 10(20%) 7(14%) 2(4%) 4(8%) 1(2%) 2(4%) 2(4%)
Hipsters 15(30%) 14(28%) 11(22%) 3(6%) 2(4%) 3(6%) 1(2%) 3(6%)
Brazilian 15(30%) 10(20%) 19(38%) 2(4%) 3(6%) 2(4%) 0 2(4%)

Cut
G-strings 14(28%) 15(30%) 11(22%) 5(10%) 4(8%) 1(2%) 0 2(4%)
Briefs 21(42%) 5(10%) 18(36%) 2(4%) 3(6%) 1(2%) 2(4%) 1(2%)
French 16(32%) 15(30%) 14(28%) 2(4%) 0 4(8%) 0 2(4%)
Thongs 16(32%) 9(18%) 19(38%) 2(4%) 1(2%) 3(6%) 0 2(4%)
Boy Shorts 18(36%) 9(18%) 14(28%) 2(4%) 2(4%) 0 2(4%) 5(10%)
40
Interpretation:
respondents‟ intent to buy. Out of 50 respondents surveyed in Bangalore, the panties which
customers prefer were Bikinis, Briefs, Boy Shorts, & French.
Delhi
41
Bangalore 1 2 3 4 5 6 7 8
Bikinis 14(28%) 13(26%) 10(20%) 2(4%) 4(8%) 0 0 1(2%)
Hipsters 19(38%) 7(14%) 8(16%) 5(10%) 3(6%) 0 1(2%) 1(2%)
Brazilian 12(24%) 9(18%) 13(26%) 6(12%) 1(2%) 0 0 0

Cut
G-strings 18(36%) 5(10%) 9(18%) 4(8%) 3(6%) 2(4%) 1(2%) 1(2%)
Briefs 11(22%) 10(20%) 11(22%) 5(10%) 1(2%) 0 2(4%) 0
French 16(32%) 7(14%) 13(26%) 3(6%) 3(6%) 1(2%) 0 1(2%)
Thongs 9(18%) 8(16%) 11(22%) 4(8%) 2(4%) 4(8%) 0 0
Boy Shorts 18(36%) 6(12%) 9(18%) 1(2%) 0 3(6%) 2(4%) 4(8%)
Interpretation:
respondents‟ intent to buy. Out of 50 respondents surveyed in Delhi, the panties which customers prefer
were Hipsters, G-Strings, Boy Shorts & French.
42
What kind of Bra you intend to buy? (1 highest rating, 6 lowest rating)-
Mumbai
Mumbai 1 2 3 4 5 6
Push up 38(76%) 5(10%) 5(10%) 2(4%) 0 3(6%)
Strapless 20(40%) 19(38%) 10(20%) 4(8%) 2(4%) 0
Demi-cup or 12(24%) 18(36%) 20(40%) 2(4%) 2(4%) 0

balconette
Multi-way 21(42%) 15(30%) 15(30%) 5(10%) 3(6%) 0
Underwire 21(42%) 8(16%) 18(36%) 2(4%) 5(10%) 1(2%)
T-shirt 16(32%) 6(12%) 19(38%) 7(14%) 3(6%) 4(8%)
Interpretation:
The above frequency table and the bar graph showcase the frequency distribution of the bras respondents‟
intent to buy. Out of 50 respondents surveyed in Mumbai, the bra which respondent prefer were Push up
bra, Underwire, Strapless and Multi-way bra.
43
What kind of Bra you intend to buy ? (1 highest rating, 6 lowest rating)-
Bangalore
Bangalore 1 2 3 4 5 6
Push up 22(44%) 10(20%) 12(24%) 3(6%) 2(4%) 3(6%)
Strapless 12(24%) 14(28%) 12(24%) 3(6%) 7(14%) 4(8%)
Demi-cup or 11(22%) 19(38%) 16(32%) 4(8%) 0 3(6%)

balconette
Multi-way 12(24%) 17(34%) 15(30%) 5(10%) 2(4%) 5(10%)
Underwire 13(26%) 14(28%) 18(36%) 3(6%) 1(2%) 4(8%)
T-shirt 15(30%) 8(16%) 13(26%) 4(8%) 4(8%) 8(16%)
Interpretation:
intent to buy. Out of 50 respondents surveyed in Bangalore, the bra which respondent prefer were Push up
bra & T-shirt bra.
44
What kind of Bra you intend to buy ? (1 highest rating, 6 lowest rating)-
Delhi
Delhi 1 2 3 4 5 6
Push up 22(44%) 7(14%) 9(18%) 2(4%) 2(4%) 1(2%)
Strapless 20(42%) 9(18%) 9(18%) 0 4(8%) 3(6%)
Demi-cup or 6(12%) 15(30%) 13(26%) 3(6%) 1(2%) 0

balconette
Multi-way 14(28%) 9(18%) 13(26%) 5(10%) 3(6%) 2(4%)
Underwire 18(36%) 6(12%) 9(18%) 2(4%) 6(12%) 0
T-shirt 14(28%) 10(20%) 10(20%) 6(12%) 3(6%) 5(10%)
Interpretation:
intent to buy. Out of 50 respondents surveyed in Delhi, the bra which respondent prefer were Push up bra,
Strapless & Underwire bra.
45
What are the main features of a lingerie’s brand that could influence
you to buy the product of that brand (1 highest rating, 4 lowest rating)-
Mumbai
Mumbai 1 2 3 4
Unique 28(56%) 14(28%) 7(14%) 5(10%)
High quality 25(50%) 18(36%) 9(18%) 4(8%)
Design and aesthetics 25(50%) 15(30%) 12(24%) 1(2%)
Price 26(52%) 10(20%) 14(28%) 4(8%)
Interpretation:
The above frequency table and the bar graph showcase the frequency distribution of the lingerie
brand that could influence the respondents to buy the product . Out of 50 respondents surveyed in
Mumbai, the main feature of branded lingerie‟s which customers prefer is uniqueness and prices the
most.
46
What are the main features of a lingerie’s brand that could influence you
to buy the product of that brand (1 highest rating, 4 lowest rating)-
Bangalore
Bangalore 1 2 3 4
Unique 14(28%) 17(34%) 11(22%) 12(24%)
High quality 20(40%) 10(20%) 12(24%) 10(20%)
Price 14(28%) 13(26%) 18(36%) 8(16%)
Interpretation:
Bangalore, the main feature of branded lingerie‟s which customers prefer is High quality.
47
What are the main features of a lingerie’s brand that could influence
you to buy the product of that brand (1 highest rating, 4 lowest rating)-
Delhi
Delhi 1 2 3 4
Unique 21(42%) 6(12%) 10(20%) 6(12%)
High quality 23(46%) 10(20%) 13(26%) 5(10%)
Price 19(38%) 8(16%) 10(20%) 7(14%)
Interpretation:
Delhi, the main feature of branded lingerie‟s which customers prefer is High quality the most.
48
Which brand gives you satisfaction towards product, service, price, offers-
Delhi
Enamor Calvin Kline Jockey Triumph

Amante Bwitch Hunkemoller Pretty Secrets
Marks & Spencer Clove Victoria Secret
6%
0% 17%
10%
8%
6%
2% 33%
0% 14%
4%

Enamor 3 6% The above frequency table and the pie graph
brand. Out of 50 respondents surveyed in Delhi,
Jockey 16 33%
majority of the respondents were satisfied with
Triumph 2 4%
jockey brand and after jockey respondents are
Amante 7 14% satisfied with Victoria Secret brand.
Bwitch 0 0
Hunkemoller 1 2%
Pretty Secrets 3 6%
Marks & Spencer 4 8%
Clove 0 0
Victoria Secret 8 16%
49
Bangalore

brand. Out of 50 respondents surveyed in Bangalore,
Jockey 34 65.4%
Triumph 9 17.3%
jockey, Enamor & Amante brand.
Amante 18 34.6%
Bwitch 11 21.2%
Hunkemoller 5 9.6%
Clove 4 7.7%
50
Mumbai
Enamor Calvin Kline Jockey Triumph

Amante Bwitch Hunkemoller Pretty Secrets
Marks & Spencer Clove Victoria Secret
14% 10%
4%
10%
15%
25%
4% 6%
0% 6% 6%

Enamor 3 6% The above frequency table and the pie graph
Jockey 13 26%
Triumph 2 4%
jockey brand and after jockey respondents are
Amante 3 6% satisfied with Marks & Spencer.
Bwitch 3 6%
Hunkemoller 0 0
Pretty Secrets 2 4%
Clove 2 4%
Victoria Secret 7 14%
51
Are you are loyal customer for the lingerie’s you buy- Mumbai
Yes No
10%
90%
Frequency Percent
Yes 45 90%
No 5 10%
Interpretation:
The above frequency table and the pie graph showcase the frequency distribution of the
loyal customers towards there lingerie‟s brand. Out of 50 respondents surveyed in Mumbai,
majority of the respondents were loyal towards there brand.
52
Are you are loyal customer for the lingerie’s you buy- Bangalore
Yes No
24%
76%
Frequency Percent
Yes 38 76%
No 12 24%
Interpretation:
loyal customers towards there lingerie‟s brand. Out of 50 respondents surveyed in
Bangalore, majority of the respondents were loyal towards there brand.
53
Are you are loyal customer for the lingerie’s you buy- Delhi
Yes No
16%
84%
Frequency Percent
Yes 42 84%
No 8 16%
Interpretation:
loyal customers towards there lingerie‟s brand. Out of 50 respondents surveyed in Delhi,
majority of the respondents were loyal towards their brand.
54
CHAPTER 6
FINDINGS
 Based on the 150 questionnaires distributed, the various findings are mentioned below:-
 Maximum participation for this survey was from the age group 21-25 years from
Mumbai, Delhi and Bangalore.
 Most of the respondents in the survey had an income less than 5 lakh and between 6-10
lakh.
 The survey conducted had maximum or more than 50% of the working professionals.
 Out of the total respondents, maximum number of respondent buy branded lingerie‟s.
 Most of the respondents from Mumbai preferred great comfort while buying lingerie‟s
followed by best quality item, variety, expensive and exclusive. Similarly most of the
respondent from Delhi preferred great comfort followed by best quality, variety and
exclusive and respondent from Bangalore preferred great comfort followed by variety,
exclusive and expensive.
 Majority of the respondents from Mumbai, Delhi and Bangalore are aware of the brand
Jockey, Calvin Kline, Victoria Secret, Marks & Spencer and Amante.
 Out of the total respondents, maximum numbers of respondent shop branded lingerie‟s
once in six month and spend less than 1 lakh.
 Majority of the respondents from Mumbai, Delhi and Bangalore prefer brand name
followed by pattern, fashion, and customer service.
 Majority of the respondents from Mumbai prefer Hipsters followed by Boy Shorts,
Bikinis & French panties. In Delhi Hipsters followed by G-Strings, Boy Shorts & French
panties are preferred and in Bangalore Bikinis followed by Briefs, Boy Shorts, & French
are preferred.
 Respondents surveyed in Mumbai and Delhi, the bra which respondent prefer were Push
up bra followed by Underwire, Strapless and Multi-way bra and in Bangalore respondent
preferred Push up bra & T-shirt bra.
 Uniqueness, high quality, design and price are the main features of branded lingerie‟s.
55
 Out of the total respondents, maximum numbers of respondent were satisfied with jockey
brand.
 Brand loyalty and brand attachment are important brand variables and majority of the
respondents are loyal to their brand.
56
CHAPTER 7
CONCLUSION
From the study it is found that respondents prefer to buy branded lingerie’s. In this survey it is
analyzed that the respondents agree that they were loyal customers for the lingerie’s they purchase
in Mumbai, Delhi & Bangalore. Jockey as a brand was found out to be the brand that gives the
highest satisfaction towards product, service, price and offers in all the three cities also in these
cities it was observed that less than 1 lakh rupees was spent by the respondents towards buying
lingerie’s. The main features in this paper were listed down as uniqueness, high quality, design &
aesthetics and price where the respective findings were observed, Mumbai- uniqueness (56%),
Bangalore- high quality (40%), Delhi- high quality(46%). Thus respondent in Mumbai consider
uniqueness as an important features followed by Bangalore and Delhi with high quality.
57
REFERENCE
Singh, N. (2014). Lingerie Brand Experience Study in the Pune Market. International Journal of Business
and Administration Research Review, 1(5), 70-84.
Newbery, M. (2013). Lingerie: Global markets and trends,2007-2019. Aroq Limited.
Tucker, W. T. (1964). The Development of Brand Loyalty. Journal of Marketing Research, 1(3), 32-35.
Usman, A. (2012). What Makes Customers Brand Loyal: A Study on Telecommunication Sector of
Pakistan. International Journal of Business and Social Science, 2(14), 213-221.
Mellens, M., & Dekimpe, M. G. (1996). A Review of Brand-Loyalty Measures. Tijdschrift voor Economie
en Management, XLI(4).
Keller, K. L., Strategic Brand Management (1998), Prentice Hall, Upper Saddle River, New Jersey.
Khatibi, A. A., Ismail, H., & Thyagarajan, V. (2002). What drives customer loyalty:. Journal of Targeting,
Measurement and Analysis for Marketing, 11(1), 34-44.
Menegazzo, W. F. (2007). Brand Loyalty Influence Factors: Positioning and Brand Indentity Comparison.
Asian Journal of Business and Management Sciences, 3(7), 58-70.
Herroom. (n.d.). Retrieved November 02, 2017, from www.herroom.com:

https://www.herroom.com/bra-fitting-advice,901,30.html
58
ANNEXURE
1. Name of the Respondent:

2. E-mail:
3. Place:
□ Delhi
□ Mumbai
□ Bengaluru
4. Gender:
□ Female
5. Age:
□ 20 years
□ 21years-25years
□ 26years-30years
□ 30years
□ 31years-40years
6. Annual income(in rupees):

□ Less than 5 lakhs
□ 6 lakhs-10lakhs
□ 10lakhs-15lakhs
□ More than 15lakhs
7. Profession:
□ Working Professional
□ Entrepreneur
8. Do you prefer to buy branded lingerie‟s?

□ Yes
□ No
59
9. What defines branded lingerie‟s in your opinion? (1 highest rating, 5 lowest rating)
1 2 3 4 5
□ Great comfort □ □ □ □ □
□ Expensive items □ □ □ □ □
□ Best quality items □ □ □ □ □
□ exclusive items □ □ □ □ □
□ variety □ □ □ □ □
10. Of the lingerie‟s listed below, how many are you aware of (choose more than one):-
□ Enamor
□ Calvin Kline
□ Jockey
□ Triumph
□ Amante
□ Bwitch
□ Hunkemoller
□ Pretty Secrets
□ Marks & Spencer
□ Clove
□ Victoria Secret
11. How many times do you purchase lingerie‟s?
□ Once in a week
□ Twice in a month
□ Once in six month
□ Thrice in a year
60
12. On an average, how much did you might have spent on purchasing a lingerie‟s products
till now?
□ Less than 1lakh
□ 2lakh – 5lakh
□ More than 5lakh
13. What will you consider first when you are purchasing your lingerie‟s?
□ Brand Na me
□ Fashion (Trend)
□ Pattern
□ Customer service
14. What kind of panties you intend to buy? (1 highest rating, 8 lowest rating)
1 2 3 4 5 6 7 8
Bikinis □ □ □ □ □ □ □ □
Hipsters or hip-huggers □ □ □ □ □ □ □ □
Brazilian cut □ □ □ □ □ □ □ □
Briefs □ □ □ □ □ □ □ □
Cheeky/French □ □ □ □ □ □ □ □
Thongs □ □ □ □ □ □ □ □
G-Strings □ □ □ □ □ □ □ □
□ □ □ □ □ □ □ □
Boy shorts
61
15. What kind of Bra you intend to buy ? (1 highest rating, 6 lowest rating)
1 2 3 4 5 6
Push up bra □ □ □ □ □ □
Strapless bra □ □ □ □ □ □
Demi-cup or balconette □ □ □ □ □ □
Multi-way □ □ □ □ □ □
Underwire bra □ □ □ □ □ □
T-shirt bras □ □ □ □ □ □
16. What are the main features of a lingerie‟s brand that could influence you to buy the
product of that brand (1 highest rating, 4 lowest rating)
1 2 3 4
Uniqueness and exclusivity □ □ □ □
High quality □ □ □ □
Design and aesthetics □ □ □ □
Price □ □ □ □
17. Which brand gives you satisfaction towards product, service, price, offers?
□ Enamor
□ Calvin Kline
□ Jockey
□ Triumph
□ Amante
□ Bwitch
□ Hunkemoller
□ Pretty Secrets
□ Marks & Spencer
□ Clove
62
□ Victoria Secret
18. Are you are loyal customer for the lingerie‟s you buy?
□ Yes
□ No
63

For submission-MR ASS 2 Jusy For Refrences PDF

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

For submission-MR ASS 2 Jusy For Refrences PDF

Uploaded by

Copyright:

Available Formats

NATIONAL INSTITUTE OF FASHION TECHNOLOGY (NIFT)

FACULTY: - MR. VIKAS KUMAR

Mr. Vikas Kumar

S.No Topic Page no.

5. Chapter 2 Literature Review 07-13

7. Chapter 4 Research Methodology 15-16

8. Chapter 5 Analysis 17-54

9. Chapter 6 Findings 55-56

10. Chapter 7 Conclusion 57

12. Annexure 59-63

It is considering as essential element to sustain in the competitive environment and success of

It is a French origin word. Lingerie is a category of women's clothing, including at

There are a variety of types of bra that can be considered:

OBJECTIVES OF THE RESEARCH

Annual income Bangalore:

less than 5 lacs 35 67.3%

6 lacs-10 lacs 12 23.2%

10 lacs- 15 lacs 3 5.8%

More than 15 lacs 2 3.8%

less than 5 lacs 16 30.2%

6 lacs-10 lacs 21 39.6%

10 lacs- 15 lacs 13 24.5%

More than 15 lacs 3 5.7%

Annual income Delhi:

less than 5 lacs 28 54.9%

6 lacs-10 lacs 11 21.6%

10 lacs- 15 lacs 10 19.6%

More than 15 lacs 2 3.9%

Entrepreneur 11 22% 78%

Frequency Percent 18%

Do you prefer to buy branded

Bangalore Frequency Percent

Do you prefer to buy branded

Delhi Frequency Percent

Great Comfort 34 (68%) 5 (10%) 7 (14%) 1 (2%) 3 (6%)

Expensive Item 19 (38%) 18 (36%) 10 (20%) 1 (2%) 2 (4%)

Best Quality Item 29 (58%) 10 (20%) 6 (12%) 3 (6%) 2 (4%)

Exclusive Item 18 (36%) 15 (30%) 12 (24%) 3 (6%) 2 (4%)

Variety 28 (56%) 12 (24%) 3 (6%) 2 (4%) 5 (10%)

Great Comfort 20 (40%) 3 (6%) 14(28%) 2 (4%) 13 (26%)

Expensive Item 11 (22%) 17 (34%) 21 (42%) 2 (4%) 1(2%)

Best Quality Item 20 (40%) 5 (10%) 15 (30%) 3 (6%) 9 (18%)

Exclusive Item 12 (24%) 15 (30%) 18 (36%) 5 (10%) 2 (4%)

Variety 17 (34%) 7 (14%) 15 (30%) 7 (14%) 6 (12%)

Great Comfort 24(48%) 3 (6%) 10(20%) 7 (14%) 9(18%)

Expensive Item 19 (38%) 12 (24%) 10 (20%) 4 (8%) 5 (10%)

Best Quality Item 21 (42%) 6 (12%) 14 (28%) 6 (12%) 3 (6%)

Exclusive Item 20 (40%) 9 (18%) 13 (26%) 7 (14%) 1 (2%)

Variety 20 (40%) 4 (8%) 14 (28%) 8 (16%) 4 (8%)

Mumbai Frequency Percent Interpretation:

Pretty Secrets 2 3.8%

Marks & Spencer 6 11.3%

Victoria Secret 10 18.9%

Mumbai Frequency Percent Interpretation:

Pretty Secrets 16 30.8%

Marks & Spencer 31 59.6%

Victoria Secret 34 65.4%

Mumbai Frequency Percent Interpretation:

Pretty Secrets 8 15.7%

Marks & Spencer 12 23.5%

Victoria Secret 20 39.2%

Mumbai Frequency Percent

Once in a week 7 14%