PROJECT ON CUSTOMER PREFERENCE TOWARDS BRANDED T-SHIRTS AT COIMBATORE

Submitted by S.M.NATHEEM (09TM10)

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2.5 Using Social Media to listen to Consumers 3 METHODOLOGY 3.1 Research methodology 3.6 Size of the sample 6 6 6 6 7 7 7 3 3 3 4 4 5 1 2 2 .2 The Evolution of Brand Preferences and Choice Behaviors of Consumers New to a Market.3Customer Poaching and Brand Switching 2.4 Cool. EXECUTIVE SUMMARY 1 INTRODUCTION 1. 2.5 Sampling design 3.2 Need for the study 2 LITERATURE REVIEW 2. casual and comfortable 2.1 Objectives of the study 1.3 Target population 3.2 Research design 3.1 A study of the impact of self-image congruence on brand preference and satisfaction.4 Marketing scale 3.CHAPTER ACKNOWLEDGEMENT LIST OF TABLES LIST OF FIGURES TOPIC PAGE NO.

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1 Findings 5.4 Bibliography ANNEXURE 8 9 10 27 30 30 31 5 .1Frequency analysis 5 FINDINGS AND SUGGESTIONS 5.2 suggestions 5.9 Limitation of the study 3.10 Construction of Questionnaire 4 ANALYSIS AND INTERPRETATION 4.3.3 Conclusion 5.

0 soft ware. 6 . see/ hear advertisements. source of awareness. Sometimes T-shirts gives a perfect attitude of a person when displaying some slogans or logos and it also displays the community or religion you belong to or association / group associated with it. type of fabric. This gives a clear knowledge of the best selling brands. There is significant association between the brand awareness. helps in sales forecasting and gives an overall picture of the brand awareness of T-shirts among the people. It includes factors related to as The Data has been collected from the 400 people in the geographical area of COIMBATORE. The analysis was done using SPSS17. income. The project deals with the brand preference towards the branded t-shirt. brand awareness of the COIMBATORE based customers is well and good. In conclusion. marital status of the respondents. A standardized questionnaire consisting of the brand preference towards the branded t-shirt is used as the survey tool for the purpose of data collection. It displays your character and behavior. age. purchasing occasions.EXECUTIVE SUMMARY Everyone believes that what you dress or wear says a lot about your personality. This study aims at determining the brand preference of COIMBATORE based customers with respect to T-shirts. hence it leads to intelligent conversation or displays what you want to speak about. influence the purchase decision and the gender.

Kolkata.shirts in market with some local names. this project deals with the customer preference towards the branded t-shirt in COIMBATORE.Even building new factories. Sometimes T-shirts gives a perfect attitude of a person when displaying some slogans or logos and it also displays the community or religion you belong to or association / group associated with it. Delhi and Ludhiana.419 corers. Like wise this project deals about the “Study on customer preference towards the Branded T-Shirt”.CHAPTER 1 INTRODUCTION Everyone believes that what you dress or wear says a lot about your personality.22 per cent of the Indian apparel market with sales of Rs. many manufacturers and traders are adding new production lines . Many of the manufacturers are producing different styles of t. Mumbai. Many companies are improving their technology too. In India T-shirts industries have raised by 27 percent followed by blouses/shirts and trousers. Recent market report survey says this segment of clothing in India accounts for 4. Main production centers of T-shirts in India are Tiruppur. hence it leads to intelligent conversation or displays what you want to speak about. That means it convey your messages in the form of slogan or logo and ultimately your attitude. To satisfy the increased demand and seize market opportunities. 7 .T-shirts are most preferred and acceptable in Indian market. In that. It displays your character and behavior. this includes T-shirts for women and have become trendy. 2.

This gives a clear knowledge of the best selling brands. To study the customer preference of branded t-shirts among COIMBATORE customers. 2. To analyze customer expectation in the branded t-shirts.1. 5.shirts 1. 4. 8 . To study the distribution channel used in sales of t. To study the influence of promotional activities on sales of t-shirts.2 Need for the study This study aims at determining the brand preference of COIMBATORE based customers with respect to T-shirts.1 Objectives of the study 1. 3. To forecast the sales of the branded t –shirts. helps in sales forecasting and gives an overall picture of the brand awareness of T-shirts among the people.

Goode and published in the Journal of Marketing Intelligence & Planning in the year 2001. This paper reports findings from a research study which was conducted to determine the effect of self-image congruity on brand preference and satisfaction in the precious jewellery market in the UK. Issue 7. A questionnaire was sent to 500 consumers of precious jewellery in five major cities of the UK.H. Previous research indicates that the self-image product image congruity (commonly known as self-image congruence) can affect consumers’ product preferences and their purchase intentions. Results indicate that self-image congruity was a very strong predictor of consumers’ brand preferences and a good predictor of consumer satisfaction. Mark M.CHAPTER 2 LITERATURE REVIEW 2. Respondents with higher levels of self-image congruity were more likely to prefer the brand and enjoy higher levels of satisfaction with the brand as compared to those with lower levels of self- 9 . Self-image congruence can also facilitate positive behaviour and attitudes toward products. Volume 19.1 Consumers and brands: a study of the impact of self-image congruence on brand preference and satisfaction: This study was done by Ahmad Jamal.

Heilman. The paper discusses the implications for brand managers so that they can position their brands in an effective way. Insights from this study can help marketers tailor their marketing activities as consumers gain purchasing experience. Firms sometimes try to "poach" the customers of their competitors by offering them inducements to switch. These forces give rise to three stages of purchasing: an information collection stage that focuses initially on low-risk. 2000). a stage in which information collection continues but is extended to lesser-known brands. The results show the importance of accounting for product experience and learning when studying the dynamic choice processes of consumers new to a market. 31.image congruity.3 Customer Poaching and Brand Switching: This study was done by Drew Fudenberg and Jean Tirole and published in The RAND Journal of Economics. short-term contracts lead to poaching and socially inefficient switching. The equilibrium with long-term contracts has less switching than when only short-term contracts are feasible. Vol. No. Douglas Bowman and Gordon P. big brand names. 2. Wright and published in the Journal of Marketing Research. 10 . Vol. They develop a theoretical framework that begins with a consumer's first-ever purchase in a product category and describes subsequent purchases as components of sequential purchasing stages. 37. No. 4 (winter.2 The Evolution of Brand Preferences and Choice Behaviors of Consumers New to a Market: This study was done by Carrie M. We analyze duopoly poaching under both short-term and long-term contracts assuming either that each consumer's brand preferences are fixed over time or those preferences are independent over time. 2 (May. The authors examine how brand preferences and response to marketing activity evolve for consumers new to a market. and a stage of information consolidation leading to preference for the brands that provide the greatest utility. The theory is based on the notion that choices made by consumers new to a market are driven by two competing forces: consumers' desire to collect information about alternatives and their aversion to trying risky ones. With fixed preferences. 2. The authors use a logit-mixture model with time-varying parameters to capture the choice dynamics of different consumer segments. 2000).

according to a Lightspeed Research survey. casual and comfortable This study was done by Kumar. Chicago: Mar 30. 2009. Some companies allow funky and whacky clothes on any day of the week. Mondays through Thursdays are formal days at this Bangalore-based BPO. jeans. Vinod and published in business line Journal. Ed Keller.4 Cool. But employees are barred from wearing round necks. 2004 At Automated Workflow.'" But. "Some of us even wear drawstring pants with leather slides. 2. but most BPOs insist on sobriety on weekdays and indulgence on weekends. he says. Nike and Golf stores. "For formal occasions. lest it gets too informal. "Absolute formal dressing is out and we follow the 'smart casual style." He agrees that dressing does impact work output a lot. 11 . Vol. Kumar jokes that this is because "we cannot afford to forget what it's like to be formal. "There's no difference between a college campus and our office on Fridays. and published in Advertising Age. My casuals I get from Adidas. said his research suggests as much as half of online word-of-mouth impressions are generated by teenagers. Johnson & Johnson's Motrin broke creative of a mom complaining that wearing your baby "in fashion. shortterm contracts are efficient. But the company has reined in this casual trend. says. Most IT companies these days have customized T-shirts with the company logo imprinted on them. can cause back and neck pain.5 Using Social Media To Listen To Consumers: This study was done by Abbey Klaassen. Fridays are the days for smart casuals. and an army of Twittering moms got the brand to yank the ad and issue a mea culpa on its site. CEO of Keller Pay Group. It offended some in the social-media sphere." says [Vinod Kumar]." via a sling. Accenture. Head of Marketing." says Chethan Prakash. Chennai: Aug 21. 11 Last fall. business casuals would mean button down short-sleeved shirts. Iss. but long-term contracts lead to inefficiently little switching. Customer Care Representative. "this does not mean we turn up in shorts or chappals. I like to wear Van Heusen and Arrow brands. Net Kraft Pvt Ltd." At vMoksha. 2. sweaters and large prints on shirts or T-shirts. Srinath Gopalakrishna. by declaring Thursdays as formal-wear days. but Fridays are the days to dress down. almost 90% of women had never seen the ad. 80. that means an online uproar might mean more for Facebook than it does for Motrin." he adds quickly. (Midwest region edition). But. With independent preferences. Talking of his preferences.and it involves the sale of both short-term and long-term contracts. he says.

2 RESEARCH DESIGN: Descriptive research is used to identify the preference of consumer. Nature of the study is descriptive type which involves the use of scientific methods and procedures to collect raw data and create data structure that describes the existing characteristics of a defined target population.CHAPTER 3 METHODOLOGY 3.1 RESEARCH METHODOLOGY Research methodology is the systematic way to solve the research problem. In which we study the various steps that are generally adopted by a researcher in studying the research problem along with the logic behind it. Thereby it provides originality to the study.3 TARGET POPULATION: 12 . 3. It may be understood as a science of studying how research is done scientifically. 3.

monthly income.shirts. 13 . Here we no need a list of the population concerned. and occupation are collected as a part of the study. It is mainly carried out based on the location namely branded t .4 MARKETING SCALE: The following tools are used for the purpose of the study Demographic Variables: The demographic variables like gender. 3.7 DATA COLLECTION: The researcher has personally administered the data collection during the month of October to November 2010. in which its going to be collected only in COIMBATORE city. marital status. 3.5 SAMPLING DESIGN: Sample design is a definite plan determined before any data are actually collected for obtaining a sample from a given population. age. The duration for filling the questionnaire is spread cross 5 minutes per respondent. 3. The questionnaire is explained to the people.6 SIZE OF THE SAMPLE: Sample size is 400.Target population for drawing the samples for this research would be mainly who are all located in COIMBATORE 3. The area is identified as COIMBATORE. Area sampling is when the total geographical area of interest happens to considered.

Percentage analysis 3.8 STATISTICAL TOOLS AND TECHNIQUES FOR ANALYSIS: The following are the tools and techniques have been used for the purpose of analyzing the study. It consists of two parts with the first part being Awareness Section which deals with questions on parameters like most recently purchased branded T-shirt. source of awareness about branded shirts.9 LIMITATIONS: • • • The findings are based on information collect only from the COIMBATORE. The income levels revealed by many consumers may not be accurate as they approximated. 14 . 1. The second part consists of Personal profile data which includes the personal details like name. • Consumers not only differ from one another but they have varying feeling about on some objects or phenomena from time to time. age gender. 3. The study is not through one but based only on the information collected from the people. source of referral. determinants. marital status and average family income. type of fabric and the timing of purchase of branded T-shirts.10 Construction of Questionnaire: The questionnaire was constructed to elicit the brand awareness of branded T-shirts.3. number of branded shirts.

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0 30.0 100.1Frequency Analysis: Frequency Analysis for gender: Gender Cumulative Frequency Valid Male Female Total 280 120 400 Percent 70.0 30.CHAPTER 4 ANALYSIS AND INTERPRETATION 4.0 100.0 16 .0 Valid Percent 70.0 100.0 Percent 70.

0 Percent 56.0 Valid Percent 56.0 17 .Frequency Analysis for martial: Marital Cumulative Frequency Valid Single Married Total 224 176 400 Percent 56.0 100.0 100.0 44.0 100.0 44.

0 68.0 100.0 Percent 26.0 12.0 Valid Percent 26.0 88.0 12.Frequency Analysis for Income: Income Cumulative Frequency Valid upto Rs 10000 10001-20000 20001-30000 Above Rs 30000 Total 104 168 80 48 400 Percent 26.0 Frequency Analysis for occupation: 18 .0 42.0 20.0 20.0 42.0 100.0 100.

0 22.0 22.0 Percent 34.0 Awareness of branded shirts 19 .0 100.0 44.0 44.0 100.Occupation Cumulative Frequency Valid student In Dependent(not working) Self employed(business) Total 136 176 88 400 Percent 34.0 Valid Percent 34.0 78.0 100.

20 . Crocodile. Otto. Solo. Centwin&Primark. Primex.BRAND Classic Polo Reebok Nike Crocodile Centwin Solo Otto Primark Primex NO OF RESPONDENTS 82 56 66 43 24 28 29 22 50 classic polo reebok nike crocodile centwin solo otto primark primex The above pie chart shows that the most of the customers are aware of classic polo t shirts. Followed by Reebok. Nike.

Design.shirts the respondents give importance to offers. 9 8 7 6 5 4 3 2 1 0 availability convenience 8 finish salesman 9 brand design 4 offers material price 5 1 2 3 6 7 The above pie chart shows that while selecting branded t. 21 .IMPORTANCE WHILE SELECTING BRANDED T . Followed by Brand. Material. Availability. Finish. Convenience & Salesman.SHIRTS. Price.

Crocodile. SUGGESTIONS & CONCLUSIONS FINDINGS: 1. There is significant association between the purchase occasion and the gender of respondents. There is significant association between the brand awareness and the marital status of respondents. Material. Nike. 7. Price. Convenience & Salesman. There is significant association between the influence the purchase decision and the gender of respondents. 6. There is significant association between the source of awareness and the marital status respondents.CHAPTER 5 FINDINGS. 3. There is significant association between the See/ Hear Advertisements and the gender of respondents. There is significant association between the type of fabric and the gender of respondents. There is significant association between the See/Hear advertisement. and the marital status of respondents. 9. 4.shirts the respondents give importance to offers. Centwin & Primark. There is significant association between the source of awareness and the gender of respondents. Followed by Brand. Followed by Reebok. Design. The fig1 pie chart shows that the most of the customers are aware of classic polo t shirts. 8. 2. Otto. 5. There is significant association between the brand awareness and the gender of respondents. Finish. Primex. Availability. of 22 . 10. The fig 2 pie chart shows that while selecting branded t. Solo. 11.

17. 14. 20. 19. There is significant association between the source of Awareness and the income respondents. 22. There is significant association between the purchase occasion and the income respondents. 16. There is significant association between the Type of fabric and the marital status of respondents. There is significant association between the Brand Awareness and the income respondents. There is significant association between the See/Hear Advertisement and the income respondents. of of the of the of the of the of the of the 23 . 18. 13. There is significant association between the source of Awareness and the occupation respondents. There is significant association between the purchase occasion and the marital status of respondents.12. 23. There is significant association between the influence the purchase decision and the marital status of respondents. 21. There is significant association between the influence of purchase decision and the income of the respondents. There is significant association between the Brand Awareness and the occupation respondents. There is significant association between the See/Hear Advertisements and the occupation the respondents. 15. There is significant association between the Type of Fabric and the income of the respondents.

24 . of the 26.24. of the 25. There is significant association between the influence of purchase decision and the occupation of the respondents. There is significant association between the Type of fabric and the occupation respondents. There is significant association between the purchase occasion and the occupation respondents.

Special offers could be planned to attract target customers based on occasion and for men and women separately. 2. So the new entrants and the existing brands could focus on providing quality products at reasonable price at the same also concentrate on building their own brand image in a unique way. 3. The awareness advertisements should be designed for men and women separately. 6. Next to it they have to concentrate upon building a brand name. occasions of launching varieties. etc. as most of the respondents are customers of that brand. and hence production and promotion of them should be unique and attractive. The new player should be able to compete with the Classic Polo brand of T-Shirts.5. Product range could be planned from low price to high price to meet the varying requirements of the target market. T-shirts dictate the fashion rule in a knitting hub like COIMBATORE. 25 . 4. Also they have to concentrate upon the designs. Advertisements seem to play a major role in building brand awareness. Also the gender differences should be borne in mind while designing offers.3 CONCLUSION Customers are mainly focused on offers next brands. T-shirt varieties. 5. price and fabrics. apart from quality that is understood without mentioning.2 SUGGESTIONS 1. So it is understood that they expect good quality from low price. 5. Any T-shirt brand that is planning to be launched in Tiruppur should mainly concentrate upon the promotional offers that has to be hosted by the brand.

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