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ACKNOWLEDGEMENT

We would like to express our sense of gratitude to the LPU for giving us this valuable
learningopportunity and for allowing us to conduct this capstone project.
We sincerely thanks our project guide Dr. Soumya Ranjan Padhi ,Associate Professor, at Lovely
Professional University for guiding us throughout the capstone project and helping us in
furnishing the required project.

DECLARATION
We, Satnam Singh Sidhu, Pratul Mahajan and Jagdish Singh, of Lovely Professional University,
Punjab, hereby declare that we had completed our capstone project on CONSUMER
PREFERENCE WHILE BUYING BRANDED AND NON-BRANDED APPARELS. The
information submitted is true and original to the best of our knowledge. The results embodied in
this report have not been submitted to any other Institute or University for any award.
SATNAM SINGH SIDHU, 11108559 (B.COM HONS.)
PRATUL MAHAJAN, 11105854(B.COM HONS.)
JAGDISH SINGH, 11104209(B.COM HONS.)

INTRODUCTION
Since the introduction of New Economic Policy in 1991 and Globalization of world economy
there has been a transformation in the Indian market where local markets integrated into global
market. In todays world, companies manufacture products and services inline with the tastes and
prefernces of consumers. It is believed that consumer is a king of the business, any business cant
survive without consumers. Every company is trying to provide best services to attract more and
more consumers and tries to retain their loyal customers.
Nowadays, companies incur huge cost on Research and Development for the purpose of
innovation in new products and to attract the consumers. A consumer is a person who hires or

avails the services for some consideration. Customers are the ones who buy the products from
market for their own use and not for sale purpose.
In todays scenario, consumers have different markets to buy the products and a wide variety to
choose from i.e. they can buy the products and services online or from the local market (offline).
People in India generally prefer offline buying because of the risks involved in online shopping.
These risks can be loss of internet ID, misrepresentation of the product information or hacking of
the ID. The young people aged between 18-30 years prefer online shopping because of
convenience and attractive discount offers provided by various sites like Jabong, Flipkart,
Myntra etc.
Consumer preference is the main motive for almost every company these days. India is a culturerich country where there are different religions, cultures, traditions and norms. A large
population of the country belongs to the rural area those who are price sensitive and prefer nonbranded goods and services implying the rural area is still unaffected by the impact of
Westernisation. But there has been great impact of Westernisation in India, in urban areas
generally. The upper middle class prefers branded products, be it washing, bathing, clothing,
accesorising, home dcor products, etc. So, brands play a great role in determining ones
standard of living and their social circle.
What we buy, how we buy, where and when we buy, all depends on the consumers perceptions,
self concept, social and cultural background, the age and family views etc. Demonstration effect,
as we understand, is the buying behaviour of people on the basis of looking at others goods and
products they use. In India, demonstration effect can be seen at a very high rate among the high
society because people generally tend to buy those products or even better than those products
which their friends own or their relatives or neighbours do. So, it is an important factor while
determining peoples preferences for branded and non-branded products. Talking about the 21st
century, Youth is the main target of every company because they are the forreunners of the
future and tend to shape the world tomorrow with their attitude today. It is difficult to influence
young people because due to high awareness these days, large information availability, dynamic
nature, numerous choices and innumerable expectations, they tend to make decisions on the basis
of above factors.

The arrival of foreign brands have given rise to a brands war in the country. The young people
shift from one brand to others so quickly on the basis of advertisements, attractive offers and
brand awareness. There are so many foreign brands when we talk of jewellery, clothing,
footwear, bags, cars, bikes etc. Every company is trying to build brand image and create brand
awareness among people to attract more customers and retain them. Consumer behaviour has
become an integral part of every companys startegic planning and decisions thus, the companies
must try to focus more on the Consumer perceptions and tehir tastes and preferences towards
various products so that their needs and expectations can be fulfilled.

LITERATURE REVIEW

Zhang (1999) defines COO as information pertaining to where a product is made. It is


operationalised and communicated with the phrase Made in and the country name.
Johansson et al (1985) define country of origin as the country where corporate
headquarters
of the company marketing the product or brand is located. Typically, this is the home
country for a company. It can also be defined as any influence that the country of
manufacture has on a consumers positive or negative perception of the product and
services (Cateora, 1996).

As cited in Usuiner (2000), Markus and Kitayama (1991) have outlined two construals
of the self: the independent and interdependent. The independent self corresponds to the
western conception: it is based on assumption of individualism (people are seen as
inherently separate and distinct). In the area of consumption personal preferences are
suppose to reflect a persons tastes, values and convictions; expression of self is
encouraged. On the other hand, the inter dependant self of most Asians is based on the
assumption of collectivism (people are seen as not fully separable that is they are
connected to each other by a multiple of overlaps and links: they share a common
substance). As a result in identity lies in familial and social relationships. People with
interdependent selves tend to value the criteria of appropriate social conduct in their
consumption behavior.

Empirical study conducted by Steenkamp et al (2003) has revealed that prestige is the

second factor driving global brand preference. Foreign brands of most consumer durables
and non durable categories were given significantly higher mean attribute ratings on
status and esteem except where cold drinks and ice creams were concerned. A study
conducted by Kinra (2006) held that COO credibility of foreign brands was a significant
factor influencing consumer attitudes and preferences as it was correlated highly with
quality and higher status and esteem.

Schuiling et al (2004) conducted an exploratory study across European countries to see


how consumers perceive local brands. The study revealed that local brands benefit from
strong brand equity and also benefit from higher consumer awareness than international
brands do and they enjoy a strong brand image. They not only benefit from a good
quality image but also from a better value and trust perception than international brands
do (Holt et al, 2003). Value is linked with the fact that prices of local brands are usually
lower than those of international brands, providing consumers as sense of better value for
money (Schuiling et al, 2004). Local brands are perceived as more down to earth than
an international brand, which means that local brands offer a more basic/no frills brand
proposition. Local brands are also linked more to local traditions and local cultures than
international brands are. It was also found that trust is an important advantage for local
brands because it provides a unique relationship with consumers that take years to
develop. Local brands are not more flexible than global brands in terms of their
marketing activities when they compete in a foreign product category due to cultural
categories being associated with the product category (Eckhardt, 2005). Just as global
brands need to conform to international marketing dictums, local brands sometimes need
to conform to deeply held preconceptions about product category in which they operate.

Ritu Narang (2006) in a study entitled A Study on Branded Mens wear, was taken up
in the city of Lucknow with an intention to explore the purchase behavior of the buyers of
branded mens wear. The objectives of this research are to study the purchase behavior of
the buyers of branded mens garments, to study the impact of advertising on the purchase
decision of buyers, to study the impact of promotional activities on purchase behavior of
buyers (Kazmi, 2001;Mathur, 2002). The research type was exploratory as it was
conducted to develop a concept about the purchasing behavior of buyers of branded

mens garments and the impact of advertising on their purchase decision. This study
concluded that most of the times buyers visit the showrooms of branded garments with
the purpose of shopping (Jaishri and Jethwaney, 1999). The purchasing of branded
garments is not impulsive. However, compared to women, male buyers visit the
showroom for passing the time; The number of people visiting the showroom with a
brand in mind is same as the number of people visiting the showroom with no brand in
mind; Advertising has maximum impact in creating brand awareness (Kamalaveni, 2008)

Gopinath. R (2010) investigates A study


on Mens perception in buying decisions on branded
shirts in Tiruchirappalli District To ascertain the brand of shirt most preferred by respon
dents, to assess the various positive attributes of popular brands of shirts, and to rank the
factors inducing the respondents to go for branded . For the purpose of assessing the level
of satisfaction, primary data have been collected from respondents and secondary data ha
ve been collected from books, magazines and websites. Further chi-square
test has been applied to test the hypotheses in respect of demographic factors.
It is concluded in the study, that all the demographic factors and purchase pattern factors
do not have significant influence on the buyers choice of retail outlet.
An attempt is made in this study to assess the buying behaviour in respect of mens shirts
in single brand showrooms or in multi brand shops.

Karthikeyan Sundarraj (2011) involved An investigation on consumer behavior and


preferences
towards apparel, purchase by Indian consumers age 15 25 to understand some of the
driving factors of consumerism in India, to study the attributes or sensory feelings of
consumers towards Indian and western apparel and to understand the lifestyle and
consumption pattern of Indian consumers and what the future might look like. The type
of data is Primary data which is collected through the questionnaire across 10 cities in
tamilnadu. Based on the investigations conclusions can be drawn on the consumer
behavior that there is a correlation of Indian consumers with European consumers when it
comes to increased unplanned purchases or buying non-essential items especially in the
age group of 15-20.

M. Yaseen Khan and SM Tariq Zafar(2011) involved the A Study of Buying Behavior
and Brand Perception of Consumers in Shopping Malls on M.G. Road and Metropolitan
Mall as a base. The study was conducted on the objectives to find out the different types
buying behavior of consumers in different shopping malls on M.G.Road, to study what
type of consumers visit the different shopping malls and to analysis of buying behavior
pattern and brand perception. The research involved gathering Secondary data as well as
Primary data. Sample size was Metropolitan Mall, Sahara Mall and MGF Plaza. The
study concludes that Shopping Malls are the places for the fun & entertainment, family
outing, shopping and eatings. In shopping Malls age factor is the most dominant factor
in daily footfalls. In different shopping malls different age group consumers come and
they impact on the buying behavior.

MR. S.P. KARUPPASAMY PANDIAN, S.P.NIVETHA VARATHANI,


V.KEERTHIVASAN (2012) investigates AN EMPIRICAL STUDY ON CONSUMER
PERCEPTION TOWARDS BRANDED SHIRTS IN TRICHY CITY to ascertain the
brand of shirt most preferred by respondents in Trichy city. The study also examines
consumers perception towards retail garments showrooms in Trichy city. Primary data
was collected with the help of structured questionnaire administered to 215 male
respondents in Trichy city and the type of sampling was convenient sampling. Pilot study
was conducted to check the reliability and validity of the data. The study reveals that
most of the shoppers of mens branded shirts were highly influenced by the factors such
as durability, reference groups, wider choice of color and design, attractiveness, price
range and celebrity endorser. The retailers need to give more attention to these factors in
order to attract and retain their customers.

Kara Chan () described the Young consumers and perception of brands in Hong Kong:
A qualitative study to explore young peoples perceptions of the desirability of brands
and brand ownership in Hong Kong using drawings and open-ended questions.
Undergraduate students of Hong Kong Baptist University (aged 13 to 17) were trained to
understand the objectives of this study. . Results demonstrate that respondents were able
to appreciate the value of possessions based on emotional attachment, personality
association and social meaning and children and young people in the reflective stage of
consumer socialization could understand fully the value of possessions.

NEED AND SCOPE OF THE STUDY


The need of the study is to find out the preferences of the consumers regarding the branded and
non-branded apparels. Cloth is a cloth but why consumers buy branded apparels and pay more
money than to buy non branded apparels at lower cost. So to check out the variours factors, like
quality, fashion style, status, durability, etc, affecting the buying decision of the consumers
The scope of this study is that it will help the managers and retailers as they will get the
information about the preferences of the consumers while buying branded and non-branded
apparels. It will also help the comapanies to change their strategies as per the consumers tastes
and preferences.

OBJECTIVES
1. To find out the preference of consumers towards branded and non branded apparels.
2. To find out the criterias customers set while buying branded and non branded apparels.
3. To find out the preferable mode of buying.
4. To find out the overall perception towards branded over non branded apparels.

LIMITATIONS
1. Due to the lack of time we are unable to collect larger samples which would have give the
clear insight into the present research.
2. Convenience sampling is used which can give unclear results.

RESEARCH METHODOLOGY
RESEARCH DESIGN: The Research Design used in this study is Descriptive in nature. A
descriptive research design is one which attempts to describe the characteristics of a population
or phenomenon being studies. This study is descriptive in nature as it describes the preference of
consumers towards branded and non-branded apparels.

SAMPLE:
Target Population- The sample for the research will be collected from students and professors
of LPU.
Sampling design- The sampling design is of great importance while collecting data as it
provides an ease to the researcher and gives an insight about how to collect the data. The design
adopted in this research is a probabilistic sampling design i.e. convenience Sampling.
Convenience Sampling is a type of sampling where the researcher chooses the population on the
basis of his own convenience. This study uses this design because it is convenient to collect the
data from LPU students and professors.
Sample Size- The sample size of the study is 100, which includes students and professors who
buy branded and non branded apparels.
Type of Data- The data collected in the study is Primary data. Primary data is the first hand data
which is collected by the researcher for serving the purpose of the study.
Method of Data collection- Primary data for this study will be collected with the help of
structured Questionnaires. Questionnaire is a list of research or survey questions asked to
respondents and designed to extract specific information..

Data Analysis And Interpretation


Figure1: Gender -wise compostion of the respondents

Percentage of respondents
60
50
40
30
Percentage of respondents
20
10
0
Male

Female

Out of 100 samples taken 50 are male respondents and 50 are female respondents.

Figure 2 : Education wise composition of respondents

Education
2%
14%
12th
graduate

84%

Post graduate

Out of 100 samples 14 respondents are educated to 12th , 84 are graduates and 2 are post
graduates.
Figure 3: Income wise composition of respondents.

Income wise composition


0%

2%

less than 1 lac


1-2 lacs

98%

2 and above

Out of 100 samples 98 respondents are having income less than 1 lac and 2 are having the
income more than 2 lacs.
Figure 4: Profession wise composition of respondents
profession
2%
student

98%

professor

Out of the total respondents taken 98% were students and only 2% were professors.
Q1 : Do you buy your apparels at your own or your parents buy for you?
Self

parents

96

4%

Self
Parents
96%

Out of 100 samples taken 96 respondants said that they buy their apparels at their own and only
for 4 respondents their parents buy their apparels.

Females

male
2%

6%
Self

Self

Parents

Parents
94%

98%

Out of total male respondents 98% of them said that they buy their apparels at their own and for
2% of them their parents buy for them whereas in case of female respondents , 94% said that
they buy their apparels at their own and for 6 % their parents buy for them.
Q2 Do you buy branded or non branded apparels?
branded

Non branded

72

28

28%
Branded
non-branded
72%

Out of the 100 respondents 72 of the respondents buy branded apparels while only 28 of them
buy non-branded apparels.

Males

Females

12%
branded

branded

44%

non-branded

56%

non-branded

88%

From the data it can be concluded that 88% of male respondents buy branded apparels and 12%
buy non branded apparels whereas 56% of female respondents buy branded apparels and 44 %
buy non branded apparels.
Q3 What mode of buying you prefer for buying apparels?
physical

online

86

14

14%
Physical
online
86%

86 of the respondents said that they buy apparels by the physical mode and 14 said they they buy
online.
Q4 How much you spend annually on buying apparels?
Less than Rs 5000

Rs 5000 Rs 10000

More than Rs10000

10

87

3%
10%
0-5000
5000-10000
10000-above
87%

Out of 100 respondents majority of the people about 87 said that they spend more than RS 10000
annually on apparels while 10 people said that they spend Rs.5000 to 10000 and only 3
respondents said that they spend less than Rs 5000.
Q5 how much you spend annually on buying branded apparels?
Less than Rs 5000

Rs5000 Rs 10000

More than Rs10000

NA

69

28

1% 2%
0-5000

28%

5000-10000
10000above
69%

NA

Out of 72 respondents who buy branded apparels 69 said that they spend more than Rs10000
annually on apparels and only 2 of them spend from Rs.5000-10000 and only 1 spend less than
Rs 5000.
Q6 how much you spend annually on buying non branded apparels?
Less than Rs 5000

Rs 5000- Rs 10000

More than Rs10000

NA

18

72

2%
8%
0-5000
18%

5000-10000
10000ABOVE

72%

NA

Of 28 respondants who buy non branded apparels 18 respondents said that they spend above Rs.
10000 and 8 spend from Rs. 5000-10000 and only 2 spend from Rs. 0-5000.
Q7 What criteria you consider most while buying branded apparels?
Quality

Status

Any other

NA

38

30

28

28%

QUALITY

38%

STATUS
ANY OTHER

4%

NA
30%

While buying branded apparels 38 of the respondents see the quality of the apparels most while
buying and 30 of these buy branded apparels due to the status in the society and only 4 said that
they buy branded apparels due to any other reason.
Q8 What criteria you consider most while buying non-branded apparels?
Price

Availability

Any other

Na

20

72

20%

72%

PRICE
5%

AVALIBALITY

3%

ANY OTHER
NA

Out of the 28 persons who buy non-branded apparels 20 said that they consider the price factor
while buying non branded apparels while 5 said that they consider availability factor while only
3 said that they consider other factors.
Q9. Are branded apparels are more attractive to you than non-branded apparels?

Yes

No

77

23

23%
YES
NO
77%

77 of the respondents said that branded apparels are more attractive than non branded apparels.
Q10. What is the major key difference according to you between branded and non-branded
apparels?
Quality

Fashion style

Price

Any other

60

16

18

6%
QUALITY
18%
16%

FASHION STYLE
60%

PRICE
ANY OTHER

60 of the respondents said that quality is the major key difference between branded and non
branded apparels and 18 said that the price factor is the major difference and 16 said that fashion
style and 6 said any other factors.
Q11. Do promotional activities affect your buying decision?

Yes

No

62

38

38%

Yes
NO
62%

Out of the 100 respondents 62 said that promotional activities affect their buying decision while
38 said that they are not affected by promotional activities.
Q12. Will you advocate for the brand you wear?
Yes

No

27

73

27%

YES
NO

73%

Out of the 100 respondents 27 said that they will advocate the brand they wear to others while 73
said that they will not advocate.
Q13 What is your level of satisfaction while buying branded apparels?
Strongly dissatisfied

dissatisfied

Niether satisfied nor dissatisfied

satisfied

37

Strongly satisfied

27

NA

28

40
35
30
25
20
15
10
5
0
STRONGLY
DISSATISFIED

DISSATISFIED

NEITHER
SATISFIED NOR
DISSATISFIED

SATISFIED

STRONGLY
SATISFIED

NA

Out of the 72 respondents who buy branded apparels only 1 respondent was there who was
strongle dissatisfied and 3 were dissatisfied and 4 were neither satisfied nor dissatisfied and 37
respondents were satisfied with the branded apparels and 27 were strongly satisfied.
Q14. What is your level of satisfaction while buying non-branded apparels?
Strongly dissatisfied

dissatisfied

Niether satisfied nor dissatisfied

10

satisfied

Strongly satisfied

NA

72

80
70
60
50
40
30
20
10
0
STRONGLY
DISSATISFIED

DISSATISFIED

NEITHER
SATISFIED NOR
DISSATISFIED

SATISFIED

STRONGLY
SATISFIED

NA

Out of the total 28 respondents who buy non branded apparels only 2 were strongly dissatisfied
and 4 were dissatisfied while 10 respondents were neutral i.e. they are neither satisfied nor
dissatisfied and 8 respondents were satisfied and 4 were strongly satisfied.
Q15. What is your overall perception of branded apparel over non-branded apparels?
Good

Bad

86

14

14%

good
bad
86%

Out of the total 100 respondents 86% of them said that the branded apparels are good and only
14% said that branded apparels are not good.

CONCLUSION

1- As the lifestyle of the people is changing with the change of time, preferences of the
customers are also changing due to a change in their disposable income. So from the above study
it can be concluded that maximum consumers prefer to buy branded apparels over non branded
apparels due to their good quality cloth and fashion style. Some of them buy branded apparels
only to show off others to maintain their status in the society. So we can say that branded
apparels are preferred more over non branded.
2- It can also be concluded from the above data that the most important criteria the customers set
while buying branded apparels is the quality. They say that the quality of the branded apparels is
better as compared to the non branded. Hence it is obvious for the companies to provide better
quality than non branded as they differentiated themselves from the non branded in terms of
fabric quality, style, design and appeal. While in case of the non branded apparels it can be
concluded that the consumers buy non branded apparels as he is more price sensitive as the
middle class or lower class people does not have much disposable income and they need to take
care of their family budget while making expenses.
3- Due to an advancement in the technology and increasing number of online shopping websites
we predicted that more consumers prefer online shopping than physical shopping but after
analysing the data it can be concluded that still the most people prefer to buy through physical
mode as the consumers feel some risk while purchasing online and moreover they cant try the
product before the actual purchase and moreover it is also time consuming than the physical
mode, as in the physical mode the consumers can buy the apparels when they needed. Yet the
online purchase is also increasing day by day as they are providing exciting and attractive offers
but still it lacks behind the physical mode.
4- At last it can be concluded that the branded apparels are prefered more than non branded in
todays world due to a change in lifestyle and disposable income of the consumers.
QUESTIONNAIRE
We the students of LPU(B.com honors) conducting an exploratory research on consumer
preference while buying branded and non branded apparels. So you are requested to give your
valuable opinion on the following questions which will help us in our research. Please tick in the
appropriate box.

NAME____________

CONTACT______________

Gender:

a) Male

b) Female

Education:

a) 12th

b) graduate

Income:

a)Less than 1lac

b) 1-2lac

Occupation:

a)Student

b) Professor

c) Post graduate
c) 2&above

Q1. Do you buy your apparels at your own or your parents buy for you ?
a)Self

b) parents

Q2. Do you buy branded or non-branded apparels ?


a)Branded

b) Non-branded

Q3. What mode of buying you prefer for buying apparels ?


a)Physical

b)online

Q4. How much you spend annually on buying apparels?


a)0-5000

b)5000-10000

c)10000 & above

Q5. How much you spend on branded apparels?


a) 0-5000

b) 5000-10000

c)10000 & above

d) NA

c)10000 & above

d) NA

Q6. How much you spend on non-branded apparels?


a)0-5000

b)5000-10000

Q7. What criteria you consider most while buying branded apparels?
a)Quality

b)status

c)any other

d) NA

Q8. What criteria you consider most while buying non-branded apparels?
a)Price

b)availability

c) any other

d) NA

Q9. Are branded apparels are more attractive to you than non-branded apparels?
a) Yes

b)No

Q10. What is the major key difference according to you between branded and non-branded
apparels?
a)Quality

b) fashion style

c) price

d) any other

Q11. Does promotional activities affect your buying decision?


a)Yes

b)No

Q12. Will you advocate for the brand you wear?


a) Yes

b)No

Q13.What is your level of satisfaction while buying branded apparels?


a)Strongly dissatisfied

b) dissatisfied

d) satisfied

e) Strongly satisfied

c)Neither satisfied nor dissatisfied


f) NA

Q14. What is your level of satisfaction while buying non-branded apparels?


a)Strongly dissatisfied

b) dissatisfied

d) satisfied

e)Strongly satisfied

c)Neither satisfied nor dissatisfied


f) NA

Q15. What is your overall perception of branded apparel over non-branded apparels?

a) Good

b) bad

Bibliography
1. Zhang (1999) information pertaining to where a product is made International
Marketing and the Country of Origin Effect: The Global Impact p-51
2. Usuiner (2000), Markus and Kitayama (1991) the independent and interdependent
honors 13: conceptions of the self
3. Steenkamp et al (2003) prestige is the second factor driving global brand preference
Journal of International Marketing: Vol. 12, No. 4, pp. 97-112.
4. Schuiling et al (2004) how consumers perceive local brands in european countries
5. Ritu Narang (2006) A Study on Branded Mens wear Indian Journal of Marketing.
6. Gopinath. R (2010) Mens perception in buying decisions on branded shirts in
Tiruchirappalli District Asian Journal Of Management Research, ISSN 2229-3795.
7. Karthikeyan Sundarraj (2011) An investigation on consumer behavior and preferences
towards apparell
8. M. Yaseen Khan and SM Tariq Zafar(2011) A Study of Buying Behavior and Brand
Perception of Consumers in Shopping Malls VSRD-IJBMR, Vol. 1 (6), 2011, 348-361.
9. MR.

S.P.

KARUPPASAMY

V.KEERTHIVASAN

(2012)

AN

PANDIAN,

S.P.NIVETHA

EMPIRICAL

STUDY

ON

VARATHANI,
CONSUMER

PERCEPTION TOWARDS BRANDED SHIRTS IN TRICHY CITY International


Journal of Marketing, Financial Services & Management Research Vol.1 Issue 8, August
2012, ISSN 2277 3622
10. Kara Chan () Young consumers and perception of brands in Hong Kong Journal of
Product and Brand Management 15(7), 416-426.

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