RESEARCH SYNOPSIS

REG. STUDENTs NAME AREA OF AREA OF SIGNATURE

NO SPECIALISATION EMPIRICAL
STUDY
15MB456 MARKETING & HR MARKETING
1 PAWAN VERMA

TITLE OF THE STUDY : A Study to understand customer perceptions

towards few leading brands of readymade
shirts among young users in Bangalore.
NAME OF THE COMPANY :
NAME OF THE GUIDE : Prof. Purnima Ramaswamy

DESIGNATION : Professor

QUALIFICATION : B.Sc. Hons (Maths), PGDM (IIM )

SIGNATURE OF THE GUIDE :

MSRAM
BANGALORE - 560 054.

Batch 2015 2017

TITLE:
A Study to understand perceptions towards few leading brands of readymade shirts
among young users in Bangalore

INTRODUCTION:
Apparel is one of the basic necessities of human civilization along with food, water and
shelter. The Apparel Industry reflects peoples lifestyles and shows their social and economic
status. The Apparel and Textile industry is Indias second largest industry after the IT
Industry. College students as a young consumer group have gained significant importance
from marketers in recent years because of their growing purchasing power. They have easy
access to credit cards and income from part-time jobs to spend. Students tend to spend money
on clothing and beauty products, and find these items to be important. Therefore, college
students apparel shopping orientation is important to research because it is an important
sector of consumer behaviour. The purpose of the study is to understand the Indian textile
market in terms of market size and growth and to study the important demographic,
psychological and socio-economic factors which influence the consumer purchase behaviour
for branded readymade garments. First a secondary study was done on the apparel market in
India through books and the internet. The collected data was then analysed using various
quantitative tools. The relation between various demographic variables and consumer
behaviour on apparel is expected to be understood.

Young Shoppers:
Indias population is young, very young. Most consumers have grown up with television, the
Internet, and have been exposed to the standards of living and consumer culture abroad. This
generation is also making money at a younger age and lots of it, thanks to call centres and
other avenues of employment opening up that cater to students in college and schools. As a
result they are ready to spend most, if not all of their income on apparel, accessories, and
electronics.
Apparel Industry:

The Apparel and Textile industry is Indias second largest industry after IT Industry. At
present, it is amongst the fastest growing industry segment and is also the second largest
foreign exchange earner for the country. The apparel industry accounts for 26% of all Indian
exports. The Indian government has targeted the apparel and textiles industry segments to
reach $50 billion by the year 2015.

One of the most interesting features of the apparel industry is that, it migrates from high cost
nations to the low cost nations. The growth of the domestic demand for clothing in India is
linked with the success of the retailing sector. India presently has entered the second phase of
growth and is witnessing a massive rise in the domestic demand. This is primarily due to the
rise in the standard of living caused by the rise in the middle-income groups. In our present
economic world of demand and supply, price and quality are the key factors, which determine
the success of any business. The key element here though, is the cost of labour. India and
China have a comparative advantage in this industry though, their vast labour forces and the
relatively low cost of labour.

Since, India and China have the advantage of making textiles and so fabric costs are lower
than in other countries, they have become the Apparel sourcing choice for many international
companies. Sourcing choices arise from profitability. This includes considering costs, such as,
buying factors of production, like land, buildings and machines versus factors affecting
revenues, including pricing, marketing, and distribution. The issues of labour, material,
shipping costs and tariffs structure also affect the sourcing choices. Since, apparel production
is a labour-intensive activity, wage rates are also a major factor in sourcing decisions. This
gives immediate competitive advantage to producers in countries like India and China to
export to more developed and high cost countries like the United States and the European
Union.

CONSUMER PERCEPTION BEHAVIOUR:

The actions a person takes perception and using products and services, including the mental
and social processes that precede and follow these actions can be called as consumer
behaviour. It helps us to answer questions such as:
(i) Why people choose one product or brand over another?

(ii) How they make these choices, and

(iii) How companies use this knowledge to provide value to consumers

Literature Review:

Fernandez, P. (2009), made a study entitled Brand Preference of Readymade shirts

focuses on the impact of branding on youth in choice of clothing as it is hypothesized that
they are brand conscious. He suggests that brand conscious is the right choice of clothing,
which helps them create an image and identity for themselves. Peer influence plays a crucial
role in their choice of brands as it aids in their socialization process. In addition, advertising
is an important variable in conferring brand values and establishing an image for the brand.
Celebrity endorsements have a huge impact on branded clothing too as they promote certain
attributes like image, quality and status. The researcher recommends that to retain loyalty of
youth, brand managers need to build an emotional attachment to make the brand special and
bring lasting competitive advantage. Additionally, advertising should be used to not only
create awareness but influence brand image and preference.
Khare, A. (2010) made a study entitled Importance of fashion apparels suggested that in
developing countries, consumers are becoming conscious of fashion brands. He was directed
towards understanding the determinants of fashion clothing involvement of Indian youth. He
researched on Youths of Indian colleges to understand the importance of fashion apparels in
their lives. The results show that Indian youth is involved with branded fashion wear. There
was not much significant difference in the involvement of females and males towards fashion
clothing.
Verma, A.P. and Tiwari, K(2011) made a study entitled Customer Shopping Behaviour
among Modem Retail Format covered the medium to high potential consumers that
international and national brands can target in the Indian context. This study measures the
segment values of some brands those have achieve success in the Indian market. Study shows
that people are becoming mere brand conscious with the increase in income level. Brands and
individuals would do well to understand the finer aspects of the scenario, and venture out to
capitalize on the opportunities.
Yin, H.S. and Susan, S. (2012) in a study entitled A Study on Branded
Readymade shirts, was taken up in the city of Luck now with an intention to
explore the purchase behaviour of the buyers of branded mens wear. This study
examine the purchase preferences towards foreign and domestic branded apparels. It was
found that preferences towards foreign branded apparels are related to the level of purchasing
power and is not related to the demographics variables. 58% of the students surveyed
preferred foreign branded apparel. There is a positive relationship between media influence
and preferences towards foreign/domestic branded apparels. The more a person is exposed to
the media, the stronger will be the influence of the media in persuading the individual to
purchase the apparel.

Mittal, P. and Aggarwal, S. (2012) made study entitled Consumer Perception towards
Branded Garments the consumer and his behaviour is the cornerstone of success in
marketing. It includes all the physical, mental and emotional processes and concerned
behaviour which are observable before, during and after each and every purchase of goods
and services. This make us compelling to understand, observe, record and react to such
behaviour, in case we want to have win-win strategy that matter for marketer and the
customer both. The research report presented is based on the Consumer Perception towards
Branded Garments. Through this study an attempt has been made to practically understand
those emotional or rational appeals, which drive the purchase decision toward the branded
garments. Also certain demographic and psychographic profiles have been studied and certain
relation has been developed.
Rajput, N and Kesharwani , S (2012) this article defines that the Modern era provides high
quality materials and lot of variety in Indian garment market to satisfy the desire of
customers. The customers are utilizing the opportunity too. The results confirm that Indian
people have become highly brand conscious presently. Hence, brand image is a not a
significant factor in choosing the product or brand to buy. There are other aspects like,
quality, comfort, expectations and demographic characteristics are also influence to the
purchasing decision that dominate the purchase decision of males and females. The gender
differences do exist with respect to build attitude towards fashionable apparels and brands.
The study gives us the information males are equally interested to go for shopping as females
along with they spend excess money during shopping than their female counterparts.
Frequency of males going for shopping with their companions has increased over times and
has reached almost at par with that of females. Attitude of males towards clothing varies from
that of females.
STATEMENT OF THE PROBLEM:

The most important statement is to identify the need of customers, what kind of
apparels they like to wear. As we know that market, segmentation has become an
important tool used by retailers and marketers for identifying target customers.
Segmentation is the process of partitioning markets into segments of potential
customers who have similar characteristics and who are likely to exhibit similar
purchasing behaviour.
Segmentation has become a major tool of companies for planning marketing
strategies. Segmentation research has several objectives that include analysing
markets, finding a niche, and developing and capitalizing on a superior competitive
position.

SCOPE OF THE STUDY:

The research is conducted on the young consumers of few leading branded

readymade shirts in the city of Bangalore
The research is restricted to Bangalore city due to constraint in time, place and other
resources.
The research is aimed at understanding the brand preference by young consumers for
few leading brands of ready-made shirt.
The study considers all personals between ages of 20 to 35 years. The study extends
to consumers of all types.

OBJECTIVES OF THE STUDY:

To study the brand preference of youth in buying branded readymade shirts in

Bangalore.
To study the factors which influence the buying behaviour of youth for branded
readymade shirts.
To study the impact of advertisement of branded readymade shirts on the purchase
intentions.

HYPOTHESIS OF THE STUDY:

H0: Price of readymade shirts and preference for the brand are not independent of each other.

H1: Price of readymade shirts and preference for the brand are independent of each other.
RESEARCH METHODOLOGY:

DATA SOURCES:
In dealing with any real life problem, it is often found that data at hand are inadequate, and
hence, it becomes necessary to collect data that are appropriate. We have chosen following
methods:
a) PRIMARY DATA: These are those data, which are collected afresh and for the first
time, and thus happen to be original in character. I have used the structured questioners.
b) SECONDARY DATA: These are those which have already been collected by
someone else and which have already been passed through the statistical process. I collect the
data from the sources like internet, published data etc.
POPULATION OF THE STUDY:
This Study was conducted at the NEW BELL ROAD in Bangalore India.
SAMPLING SIZE:
It is the total number of respondents targeted for collecting the data for the research. I have
taken sample size of 100 users in the age group of 20-35 years for my research.
SAMPLING METHODOLOGY:

Convenience sampling will be used for sample selection

PLAN OF ANALYSIS:

Secondary data collection to understand the how the practices have been used and
what were the implementations.
Primary data is collected from customers by using questioner.
The statistical tools that can be used for analysing the primary data are frequency
tables, graphs, correlations.
The hypothesis can be tested using CHI-SQUARE test.
LIMITATIONS OF THE STUDY:

The study is limited to Bangalore young customer only and therefore, the findings of the study
cannot be extended to other areas.
The Sample size is restricted to 100 due to time constraints.

BIBLIOGRAPHY:
http://www.ibef.org/
http://indianresearchjournals.com/
http://www.aepcindia.com/
www.indialawoffices.com
www.cci.in/