ATHARVA INSTITUTE OF MANAGEMENT STUDIES

RESEARCH METHODOLOGY TOPIC CUSTOMER STATISFACTION SURVEY OF BRANDED JEANS

PRIYA L. DESAI (ROLL NO.55) MMS SEM II DIV B

SUBMITTED TO: PROF. VISHWANATHAN KRISHNA

Customer Satisfaction survey of Branded Jeans

Introduction
The industry of clothing is known as the garment industry. An article of textile, which is used by everyone to cover the body, is a garment. In the Old Stone Age period the skin of animals was used to cover the bodies. Even the leaves and grass woven together was used as garments. As years passed the material for garments also changed from skin to cotton and the other man made the material.

GARMENTS MARKETING IN THE NATION:

National marketing is the performance of a business activity that directs the flow of a company goods and services to customers or consumers in more than one state, all over the nation. National trade is the phase of national operations of a company or firm.

Types of Garments Made:

STITCHED GARMENTS READY-MADE GARMENTS ETHNIC CASUALS FORMALS

DESIGN OF THE STUDY

1. STATEMENT OF THE PROBLEM:
Here the problem is to identify the consumers of jeans and to know whether they are brand aware or not while buying Jeans, and to know the factors influencing them to prefer jeans of particular brand, finally to examine whether they are satisfied with their present brand or not in Mumbai city. 2. OBJECTIVES OF THE STUDY
To identify the consumers of Jeans. To know whether consumers are brand aware or not with respect to Jeans To know the factors influencing consumers to go for particular brand To analyze the favorite brands of the target audience preferred brands and liked brands in the jeans market. To know whether consumers are aware with their present brand or not

3. HYPOTHESIS:
Hypothesis which represents awareness and satisfaction towards branded jeans in todays market. And it represents that there is no awareness and satisfaction and towards jeans branded.

METHODOLOGY
Survey Design
Descriptive research aims at describing the characteristics of particular individual, or group with specific narration of facts. A s the project is based on consumer awareness and satisfaction, it is one kind of individual characteristic therefore this project is based on descriptive research. Descriptive research will be done by survey method

Sample Plan and Design

When we select a few items from the universe for our study, the items selected constitute a sample.

It is very difficult to collect information from every member of a population. Sample design is a way of selecting the sample. Type of sampling is non-probability Convenience sampling.

Sample Size and Sample

A sample of 100 people was taken on the basis of convenience Sampling unit is Borivali (w) & Malad (w) in Mumbai city.

Research Instrument
This work is carried out through self-administered questionnaires The questions included were open ended and offered multiple choices.

Actual Collection of Data

The data, which is collected for the purpose of study, is divided into 2: Primary Data Secondary Data

Execution of the Project Extracting the data from the various sources available and also need to know the actual facts and figures and properly implementing it as per research design. Collecting various data from through Questioners and through company websites. After the very arduous task of collecting data, now it is required to analyze data from every aspect. It was essential to present the relevant data in the correct form. The data which is collected by questionnaire will be analyzed with the help of table, bar diagram, pie chart. Data Analysis:
The data is analyzed on the basis of suitable tables by using mathematical techniques. The technique that has been used is bar technique.

Out of 96 respondents of jeans users 44% are Brand specific and 56% of respondents are not brand specific.

Hypothesis Testing: On the basis of the Hypothesis developed at the start of the research, need to find whether the data collected supports the Hypothesis or not. To test this Z-test on 5%, 3% and 1% significance level can be used.

Generalizations and interpretation: Based on the results of the Hypothesis Testing and various findings we will arrive at the certain Conclusion.

Preparation of the report or the thesis: Based on the Research Findings the Research Report will be prepared in the following format. Cover Page Declaration Acknowledgements Executive Summary Table Of Contents Introduction Objectives And Methodology Literature Review Data Description And Analysis Findings And Conclusion Recommendations Bibliography Data Tables