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 by- Submitted to-

Anupriya Saxena Dr .Kalpna Singh

D-06

2
3
 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
Raymond’s 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

Faculty’s Comments:

Dr.Kalpna Singh

4
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.

5
Anupriya Saxena

TABLE OF CONTENTS

Sr. Particulars Pg.

No. No.
1 Executive Summary 6
2 Marketing Research 7
3 Role Of Marketing Research 8
4 Marketing Research Characteristics 10
5 Comparison Of Other Forms Of Research 11
6 Classification Of Research 12
7 Types Of Marketing Research 14
8 Marketing Research Methods 17
9 Company Profile 23

10 Projects In Which I Were Involved 26

11 About Raymond 28
12 My Job 30
13 Objective Of the Project 31
14 Data Analysis And Interpretation 36

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 15 Findings 56
16 Conclusion 57
17 Limitations & Recommendations 58,59
18 Bibliography 61
19 Questionnaire 63

EXECUTIVE SUMMARY

Today’s 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 customer’s perception
and attitude towards Raymond’s Brand.

This report has been complied preliminary in partial fulfilment of the

requirement for the award of the degree of management studies programme.

7
Apart from theoretical concept of the topic, we have included the findings and
suggestions.

This project gave us great exposure to the customer’s 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.

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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 non-
controllable 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:

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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.

12
 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 ad’s 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

13
(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 facilities. Some organizations maintain extensive
interviewing facilities across the country for interviewing shoppers in
malls.

• 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 brand’s 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 ad’s ability
to get attention, communicate the message, build the brand’s 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 ad’s
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.

17
• 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 individual’s 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 problem-

identification 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. Provide secondary and or primary data (if necessary);

2. 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;

23
 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 overview-

Top of Form
Special:Search

Top of Form

26
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

27
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

28
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.

29
 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”

30
 OUTLAY OF RAYMONDS

Raymond Limited

Type Public (NSE, BSE)

Industry Textiles

31
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

32
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!

33
Raymond's range of kids wear. The brand brings to 4–12 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 décor, 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

34
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.

Raymond’s 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 Raymond’s brand.
4. Finding out the problems that the commuters are facing while shopping.

35
Objective of the project
The main objective of field survey during the project was to find out the
Customer’s 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 Raymond’s 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

36
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 buyer’s 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

37
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.

38
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:

39
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 type-

Details 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

40
Sample unit: 50

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

DATA ANALYSIS & INTERPRETATON

1. Awareness about the International /National Brands of Apparels

Aware %age
Yes 100
No 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 %age
Mostly Preferred 65
Preferred 17

41
 Moderate 10
Least Preferred 5
Not Preferred 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: χ² = ∑ (O-E)2/E
Schemes Observe Expected O-E (O-E)² (O-
d E)²/E
1 65 20 45 2025 31.15
2 17 20 -3 9 0.529
3 10 20 -10 100 5
4 5 20 -15 225 11.25
5 3 20 -17 289 14.45
χ²=

42
 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. Apparel’s segment mostly liked by the Indians

Apparels % age
segment
Ethnic 5
Corporate 14
Casual 51
Sports 29

HYPOTHESIS TESTING:

Step1: State Hypothesis:

43
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: χ² = ∑ (O-E)2/E

Table 4.5
Scheme Observ Expect O-E (O-E)² (O-E)²/E
s ed ed
Ethnic 5 25 -20 400 16
Corpora 14 25 -11 121 4.84
te
Casual 51 25 -26 676 27.04
Sports 29 25 -4 16 0.64
χ² =
48.52

44
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

45
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

46
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 today’s 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.

47
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

.

48
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.

49
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 today’s 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 today’s Indians culture.

50
  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,
today’s 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.

51
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 today’s 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 today’s Indians follow the trend that does not
connect confidence and apparel.
Reference group which influence the purchasing:

Reference %age
groups
Family 8
Friends 53
co-workers 7
Brand Itself 23
Others 9

52
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: χ² = ∑ (O-E)2/E

Featur Observe Expect O-E (O-E)² (O-E)²/ E
es d ed

53
 1 8 20 -12 144 7.2
2 53 20 33 1089 54.45
3 7 20 -13 169 8.45
4 23 20 3 9 0.45
5 9 20 -11 121 6.05
χ² =
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 information’s about
apparels.
Media used %age
Television 47
Radio 3

54
 Newspaper 10
Magazine 21
Internet 17
Others 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: χ² = ∑ (O-E)2/E
Featur Observe Expect O-E (O-E)² (O-E)²/ E
es d ed

55
 1 47 16.67 30.33 919.90 55.18
2 3 16.67 -13.67 186.86 11.20
3 10 16.67 -6.67 44.49 2.66
4 21 16.67 4.33 18.75 1.12
5 17 16.67 0.33 0.11 0.006
6 2 16.67 -14.67 215.21 12.91
χ²=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 %age
Intermediate (+2) 5
Bachelor degree 36
Master Degree 47
PHD 0

56
 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 % age
Single 91
Married 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

57
 Age %age
Below 17 6
18-20 34
21-24 51
above 25 9

Interpretation:
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 %age
No Income 47
Below Rs. 10000 25
Rs. 10000-20000 17
Rs. 20001-25000 11
Above Rs. 25000 0

Interpretation:

58
 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

59
 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.
 Today’s 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.

60
  The Indians today, wears what they like irrespective of
his/her friend’s approval. During survey we found that
today’s indians always prefers new clothes for special
occasions
 In survey we also found that today’s Indians always try
new clothes without planning to buy them. They not very
often try on different apparels to impress people.
 Today’s Indians also very rarely decide on clothes
according to their mood and never connect self-
confidence 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.

61
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 today’s 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. Today’s Indians majorly tend to
go for branded clothes and they always plan long-term for the
final purchase.

Today’s 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 friend’s approval. The survey also depicts that today’s
Indians always prefers new clothes for special occasions.

The survey shows that today’s 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.

62
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 apparel’s 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

63
 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.

64
 Bibliography

References

1. Raymond - Group of Companies

2. Parx
3. Color Plus
4. Addidas

65
WEBSITES:
 www.apparelsindustry.in/india.htm
 http://en.wiki.wikipedia.com/indian_industry
 www.managementparadise.com/consumerbehaviour_branded_apparels.htm
 www.scribd.com

66
 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

67
 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 Cas ual Co rpo rat e Et hnic Sp o rt s

o we ar
SPYK AR LO UI S PHI L LI P TI MB ERL AN D REEB O K
PEPE Raymon d LI B AS NI K E
L EE CO O PER PRO VO GUE F AB I NDI A ADI DAS
L AW MAN ARRO W MIL L IO N AI RE FI L A
L EVI S PARK AVEN UE HERI TAGE YON EX
KI LL ER OX EMB ERG DI W AN SAHEB LO TTO
MONTE CARLO C AMB RI DGE AMARSO N S SPEEDO
DUK E DON EAR SI YARAMS HEAD
C ARL E O UTL AW CO TTO N CO UN TY VI MAL PUMA
PO LO PERTER EN GL AN D C AMB RI DGE SL AZ EN GER
If o t he rs , p le as e sp e cif y

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) I go for purchase because I get bored with wearing the same type of clothes all the time.
d) I have a long-term plan for purchasing more expensive clothes items of clothing.
e) I preferred to purchase the apparels which are weared by the celebrities
f) 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) I have more self-confidence when I wear Branded clothes of my choice clothes
j) Again you go with the same brand during repurchase

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

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 (Explain) ________________

Q.7 Which media do you prefer most while looking for information about apparels?

a) Television
b) Radio
c) Newspapers
d) Magazines
e) Internet
f) Others _____ (Explain)_________________________
g) Do Not Use

Q.8 What is the highest level of education you have completed?

a) Intermediate (+2) b) Bachelor’s Degree

c) Master’s 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 b) Below Rs 10000

c) Rs10000 -20000 d) Rs 20000-25000
e) Rs 25000 and Above

“THANKS FOR GIVING YOUR VALUABLE TIME”

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