Impact of Consumer Perception on Buying Behavior in Apparel Retail Sector, with special reference to Selected Indian Cities

Thesis Submitted to the Padmashree Dr. D. Y. Patil University, Department of Business Management in partial fulfillment of the requirements for the award of the Degree of DOCTOR OF PHILOSOPHY in BUSINESS MANAGEMENT Submitted by AMIT AGGRAWAL (Enrollment No. DYP-PhD-066100002)

Research Guide Dr. PRADIP MANJREKAR PROFESSOR PADMASHREE DR. D.Y. PATIL UNIVERSITY, DEPARTMENT OF BUSINESS MANAGEMENT, Sector 4, Plot No. 10, CBD Belapur, Navi Mumbai 400 614 June 2010

Impact of Consumer Perception on Buying Behavior in Apparel Retail Sector, with special reference to Selected Indian Cities
Thesis Submitted to the Padmashree Dr. D. Y. Patil University, Department of Business Management in partial fulfillment of the requirements for the award of the Degree of DOCTOR OF PHILOSOPHY in BUSINESS MANAGEMENT Submitted by AMIT AGGRAWAL (Enrollment No. DYP-PhD-066100002)

Research Guide Dr. PRADIP MANJREKAR PROFESSOR PADMASHREE DR. D.Y. PATIL UNIVERSITY, DEPARTMENT OF BUSINESS MANAGEMENT, Sector 4, Plot No. 10, CBD Belapur, Navi Mumbai 400 614 June 2010

Impact of Consumer Perception on Buying Behavior in Apparel Retail Sector, with special reference to Selected Indian Cities

I DEDICATE THIS RESEARCH THESIS TO MY PARENTS, WITHOUT WHOSE INSPIRATION AND SUPPORT, BLESSINGS AND NOBLE UPBRINGING, I WOULD NOT HAVE BEEN ABLE TO BE A PERSON TO DO SUCH AN EXTENSIVE WORK LIKE THIS --AMIT AGGRAWAL

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DECLARATION
I hereby declare that the thesis entitled Impact of Consumer Perception on Buying Behavior in Apparel Retail Sector, with special reference to Selected Indian Cities submitted for the Award of Doctor of Philosophy in Business Management at the Padmashree Dr. D.Y. Patil University Department of Business Management is my original work and the thesis has not formed the basis for the award of any degree, associate ship, fellowship or any other similar titles.

Place: Date:

Signature of the Guide

Signature of the Head of the dept.

Signature of the student

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CERTIFICATE
This is to certify that the thesis entitled Impact of Consumer Perception on Buying Behavior in Apparel Retail Sector, with special reference to Selected Indian Cities and submitted by Mr. AMIT AGGRAWAL is a bonafide research work for the award of the Doctor of Philosophy in Business Management at the Padmashree Dr. D. Y. Patil University Department of

Business Management in partial fulfillment of the requirements for the award of the Degree of Doctor of Philosophy in Business Management and that the thesis has not formed the basis for the award previously of any degree, diploma, associate ship, fellowship or any other similar title of any University or Institution. Also certified that the thesis represents an independent work on the part of the candidate.

Place: Date:

Signature of the Head of the department

Signature of the Guide

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ACKNOWLEDGEMENT
In the first place, I am indebted to the Padmashree Dr. D.Y. Patil University Department of Business Management, which has accepted me for Doctorate program and provided me with an excellent opportunity to carry out the present research project. I offer my sincere gratitude to my Research Guide Dr. Pradip Manjrekar whose constant guidance has helped me to conduct this detailed research. It will not be justified on my part if I fail to offer my heart-filled thanks to Dr. R. Gopal, Director & Dean, Department of Business Management, Padmashree Dr. D.Y. Patil university, Mumbai who has also been constantly guiding me.

I would like to make a very special mention of my brother Sri Atul Agarwal and sister in law Smt. Shivani Agarwal who have been constantly a motivating and guiding force in my present research. This research could not have been possible without their support. My wife Smt. Shilpi Agarwal deserves great acknowledgement in true sense who has always been a force to keep me riveted to my dedication towards the present research. Besides, I thank all my friends, well wishers and representatives from industry and academics who have directly or indirectly contributed to my research. Place: Date: Signature of the student

LIST OF CONTENTS
CHAPTER NO. I II III IV 1 2 3 List of Figures List of Tables List of Abbreviations Executive Summary Introduction Review of Literature Statement of Problem Objectives Hypothesis Research Methodology Profile of the Respondents Influence of Socio Economic and Cultural Background in Creating Consumer Perception Influence of Advertising in Creating Consumer Perception Influence of Sales Promotion in Creating Consumer Perception Influence of Price in Creating Consumer Perception Influence of Brand Image in Creating Consumer Perception Conclusions and Recommendations Annexure: Case Studies: Case 1: Adidas Case 2: Aza fashions private limited Case 3: French connection Case 4: Levis Case 5: Lifestyle Case 6: Provogue Case 7: Puma Case 8: Shoppers stop Case 9: Tommy Hilfiger
Case 10: Westside

TITLE

PAGE NO. VII XIII XIX XX 1 21 53

4 5 6 7 8 9 10 1

64 70 96 122 148 174 200 222 223 224 225 226 227 228 229 230 231 232 233 234 242 306
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2 3 4

Questionnaire Data Tables Bibliography

LIST OF FIGURES
No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 TOPIC Gender-wise composition of the respondents Age-wise composition of the respondents Qualification-wise composition of the respondents Income-wise composition of the respondents City-wise composition of the respondents Prefer branded apparels than unbranded apparels (Gender-wise Analysis) Prefer branded apparels than unbranded apparels (Age-wise Analysis) Prefer branded apparels than unbranded apparels (Qualification-wise Analysis) Prefer branded apparels than unbranded apparels (Family Income-wise Analysis) Prefer branded apparels than unbranded apparels (City-wise Analysis) Preference for a specific brand (Gender-wise Analysis) Preference for a specific brand (Age-wise Analysis) Preference for a specific brand (Qualification-wise Analysis) Preference for a specific brand (Family Income-wise Analysis) Preference for a specific brand (City-wise Analysis) Influenced more by my self opinion rather than family members (Genderwise Analysis) Influenced more by my self opinion rather than family members (Age-wise Analysis) Influenced more by my self opinion rather than family members (Qualification-wise Analysis) Influenced more by my self opinion rather than family members (Family Income-wise Analysis) Influenced more by my self opinion rather than family members (City-wise Analysis) Brand preference also influenced demonstratively by peer group (Genderwise Analysis) Brand preference also influenced demonstratively by peer group (Agewise Analysis) Brand preference also influenced demonstratively by peer group (Qualification-wise Analysis) Brand preference also influenced demonstratively by peer group (Family Income-wise Analysis) Brand preference also influenced demonstratively by peer group (Citywise Analysis) Reasons for the brand preference (Gender-wise Analysis) Reasons for the brand preference (Age-wise Analysis)
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Page 65 66 67 68 69 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92

28 Reasons for the brand preference (Qualification-wise Analysis) 93 29 Reasons for the brand preference (Family Income-wise Analysis) 94 30 Reasons for the brand preference (City-wise Analysis) 95 Brand preference is effected by the advertising of the brand (Gender-wise 97 31 Analysis) Brand preference is effected by the advertising of the brand (Age-wise 32 Analysis) 98 Brand preference is effected by the advertising of the brand (Qualification33 wise Analysis) 99 Brand preference is effected by the advertising of the brand (Family 100 34 Income-wise Analysis) Brand preference is effected by the advertising of the brand (City-wise 101 35 Analysis) Brand preference effected by following media of advertising (Gender-wise 36 Analysis) 102 Brand preference effected by following media of advertising (Age-wise 37 Analysis) 103 Brand preference effected by following media of advertising (Qualification38 wise Analysis) 104 Brand preference effected by following media of advertising (Family 39 Income-wise Analysis) 105 Brand preference effected by following media of advertising (City-wise 40 Analysis) 106 Advertising appeal that influences preference for the brand (Gender-wise 41 Analysis) 107 Advertising appeal that influences preference for the brand (Age-wise 42 Analysis) 108 Advertising appeal that influences preference for the brand (Qualification43 wise Analysis) 109 Advertising appeal that influences preference for the brand (Family 44 Income-wise Analysis) 110 Advertising appeal that influences preference for the brand (City-wise 45 Analysis) 111 Endorsement by celebrities effects my brand preference (Gender-wise 46 Analysis) 112 Endorsement by celebrities effects my brand preference (Age-wise 47 Analysis) 113 Endorsement by celebrities effects my brand preference (Qualification48 wise Analysis) 114 Endorsement by celebrities effects my brand preference (Family Income49 wise Analysis) 115 Endorsement by celebrities effects my brand preference (City-wise 50 Analysis) 116 Gimmicks and publicity stunts effect my preference for brand (Gender51 wise Analysis) 117 52 Gimmicks and publicity stunts effect my preference for brand (Age-wise 118
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53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75

Analysis) Gimmicks and publicity stunts effect my preference for brand (Qualification-wise Analysis) Gimmicks and publicity stunts effect my preference for brand (Family Income-wise Analysis) Gimmicks and publicity stunts effect my preference for brand (City-wise Analysis) Brand preference effected by the sales promotion of the brand (Genderwise Analysis) Brand preference effected by the sales promotion of the brand (Age-wise Analysis) Brand preference effected by the sales promotion of the brand (Qualification-wise Analysis) Brand preference effected by the sales promotion of the brand (Family Income-wise Analysis) Brand preference effected by the sales promotion of the brand (City-wise Analysis) Brand preference effected by following techniques of sales promotion (Gender-wise Analysis) Brand preference effected by following techniques of sales promotion (Age-wise Analysis) Brand preference effected by following techniques of sales promotion (Qualification-wise Analysis) Brand preference effected by following techniques of sales promotion (Family Income-wise Analysis) Brand preference effected by following techniques of sales promotion (City-wise Analysis) Stalls/kiosks in malls/marketplace effects preference for the brand (Gender-wise Analysis) Stalls/kiosks in malls/marketplace effects preference for the brand (Agewise Analysis) Stalls/kiosks in malls/marketplace effects preference for the brand (Qualification-wise Analysis) Stalls/kiosks in malls/marketplace effects preference for the brand (Family Income-wise Analysis) Stalls/kiosks in malls/marketplace effects preference for the brand (Citywise Analysis) Environment in the shop helps in increasing preference for the brand (Gender-wise Analysis) Environment in the shop helps in increasing preference for the brand (Age-wise Analysis) Environment in the shop helps in increasing preference for the brand (Qualification-wise Analysis) Environment in the shop helps in increasing preference for the brand (Family Income-wise Analysis) Environment in the shop helps in increasing preference for the brand
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119 120 121 123 124 125 126 127 128 129 130 131 132 133 134 135 136 137 138 139 140 141 142

76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98

(City-wise Analysis) Convenience of shopping helps in increasing preference for the brand (Gender-wise Analysis) Convenience of shopping helps in increasing preference for the brand (Age-wise Analysis) Convenience of shopping helps in increasing preference for the brand (Qualification-wise Analysis) Convenience of shopping helps in increasing preference for the brand (Family Income-wise Analysis) Convenience of shopping helps in increasing preference for the brand (City-wise Analysis) Brand preference effected by the value for money of the brand (Genderwise Analysis) Brand preference effected by the value for money of the brand (Age-wise Analysis) Brand preference effected by the value for money of the brand (Qualification-wise Analysis) Brand preference effected by the value for money of the brand (Family Income-wise Analysis) Brand preference effected by the value for money of the brand (City-wise Analysis) Increase in price of brand effects preference for the brand (Gender-wise Analysis) Increase in price of brand effects preference for the brand (Age-wise Analysis) Increase in price of brand effects preference for the brand (Qualificationwise Analysis) Increase in price of brand effects preference for the brand (Family Income-wise Analysis) Increase in price of brand effects preference for the brand (City-wise Analysis) Decrease in price of competitor brands effects preference (Gender-wise Analysis) Decrease in price of competitor brands effects preference (Age-wise Analysis) Decrease in price of competitor brands effects preference (Qualificationwise Analysis) Decrease in price of competitor brands effects preference (Family Income-wise Analysis) Decrease in price of competitor brands effects preference (City-wise Analysis) Price of the competing brands the most important factor (Gender-wise Analysis) Price of the competing brands the most important factor (Age-wise Analysis) Price of the competing brands the most important factor (QualificationX

143 144 145 146 147 149 150 151 152 153 154 155 156 157 158 159 160 161 162 163 164 165 166

99 100 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122

wise Analysis) Price of the competing brands the most important factor (Family Incomewise Analysis) Price of the competing brands the most important factor (City-wise Analysis) Expensiveness of brand increases brands image and preference (Gender-wise Analysis) Expensiveness of brand increases brands image and preference (Agewise Analysis) Expensiveness of brand increases brands image and preference (Qualification-wise Analysis) Expensiveness of brand increases brands image and preference (Family Income-wise Analysis) Expensiveness of brand increases brands image and preference (Citywise Analysis) Brand preference is effected by image of the brand (Gender-wise Analysis) Brand preference is effected by image of the brand (Age-wise Analysis) Brand preference is effected by image of the brand (Qualification-wise Analysis) Brand preference is effected by image of the brand (Family Income-wise Analysis) Brand preference is effected by image of the brand (City-wise Analysis) Endorsement by celebrity increases image of the brand (Gender-wise Analysis) Endorsement by celebrity increases image of the brand (Age-wise Analysis) Endorsement by celebrity increases image of the brand (Qualificationwise Analysis) Endorsement by celebrity increases image of the brand (Family Incomewise Analysis) Endorsement by celebrity increases image of the brand (City-wise Analysis) International presence increases image and preference for the brand (Gender-wise Analysis) International presence increases image and preference for the brand (Age-wise Analysis) International presence increases image and preference for the brand (Qualification-wise Analysis) International presence increases image and preference for the brand (Family Income-wise Analysis) International presence increases image and preference for the brand (City-wise Analysis) Social and environmental sensitiveness increases brand image (Genderwise Analysis) Social and environmental sensitiveness increases brand image (Age-wise
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167 168 169 170 171 172 173 175 176 177 178 179 180 181 182 183 184 185 186 187 188 189 190 191

123 124 125 126 127 128 129 130

Analysis) Social and environmental sensitiveness increases brand image (Qualification-wise Analysis) Social and environmental sensitiveness increases brand image (Family Income-wise Analysis) Social and environmental sensitiveness increases brand image (City-wise Analysis) Image of brand in society effects level of satisfaction (Gender-wise Analysis) Image of brand in society effects level of satisfaction (Age-wise Analysis) Image of brand in society effects level of satisfaction (Qualification-wise Analysis) Image of brand in society effects level of satisfaction (Family Income-wise Analysis) Image of brand in society effects level of satisfaction (City-wise Analysis)

192 193 194 195 196 197 198 199

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LIST OF TABLES
No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 TOPIC Gender-wise composition of the respondents Age-wise composition of the respondents Qualification-wise composition of the respondents Income-wise composition of the respondents City-wise composition of the respondents Prefer branded apparels than unbranded apparels (Gender-wise Analysis) Prefer branded apparels than unbranded apparels (Age-wise Analysis) Prefer branded apparels than unbranded apparels (Qualification-wise Analysis) Prefer branded apparels than unbranded apparels (Family Income-wise Analysis) Prefer branded apparels than unbranded apparels (City-wise Analysis) Preference for a specific brand (Gender-wise Analysis) Preference for a specific brand (Age-wise Analysis) Preference for a specific brand (Qualification-wise Analysis) Preference for a specific brand (Family Income-wise Analysis) Preference for a specific brand (City-wise Analysis) Influenced more by my self opinion rather than family members (Genderwise Analysis) Influenced more by my self opinion rather than family members (Age-wise Analysis) Influenced more by my self opinion rather than family members (Qualification-wise Analysis) Influenced more by my self opinion rather than family members (Family Income-wise Analysis) Influenced more by my self opinion rather than family members (City-wise Analysis) Brand preference also influenced demonstratively by peer group (Genderwise Analysis) Brand preference also influenced demonstratively by peer group (Agewise Analysis) Brand preference also influenced demonstratively by peer group (Qualification-wise Analysis) Brand preference also influenced demonstratively by peer group (Family Income-wise Analysis) Brand preference also influenced demonstratively by peer group (Citywise Analysis) Reasons for the brand preference (Gender-wise Analysis) Reasons for the brand preference (Age-wise Analysis) Reasons for the brand preference (Qualification-wise Analysis)
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Page 242 242 242 243 243 243 244 244 245 245 246 246 247 247 248 248 249 249 250 250 251 251 252 252 253 253 254 254

29 Reasons for the brand preference (Family Income-wise Analysis) 30 Reasons for the brand preference (City-wise Analysis) Brand preference is effected by the advertising of the brand (Gender-wise 31 Analysis) Brand preference is effected by the advertising of the brand (Age-wise 32 Analysis) Brand preference is effected by the advertising of the brand (Qualification33 wise Analysis) Brand preference is effected by the advertising of the brand (Family 34 Income-wise Analysis) Brand preference is effected by the advertising of the brand (City-wise 35 Analysis) Brand preference effected by following media of advertising (Gender-wise 36 Analysis) Brand preference effected by following media of advertising (Age-wise 37 Analysis) Brand preference effected by following media of advertising (Qualification38 wise Analysis) Brand preference effected by following media of advertising (Family 39 Income-wise Analysis) Brand preference effected by following media of advertising (City-wise 40 Analysis) Advertising appeal that influences preference for the brand (Gender-wise 41 Analysis) Advertising appeal that influences preference for the brand (Age-wise 42 Analysis) Advertising appeal that influences preference for the brand (Qualification43 wise Analysis) Advertising appeal that influences preference for the brand (Family 44 Income-wise Analysis) Advertising appeal that influences preference for the brand (City-wise 45 Analysis) Endorsement by celebrities effects my brand preference (Gender-wise 46 Analysis) Endorsement by celebrities effects my brand preference (Age-wise 47 Analysis) Endorsement by celebrities effects my brand preference (Qualification48 wise Analysis) Endorsement by celebrities effects my brand preference (Family Income49 wise Analysis) Endorsement by celebrities effects my brand preference (City-wise 50 Analysis) Gimmicks and publicity stunts effect my preference for brand (Gender51 wise Analysis) Gimmicks and publicity stunts effect my preference for brand (Age-wise 52 Analysis)
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255 255 256 256 257 257 258 258 259 259 260 260 261 261 262 262 263 263 264 264 265 265 266 266

53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75

Gimmicks and publicity stunts effect my preference for brand (Qualification-wise Analysis) Gimmicks and publicity stunts effect my preference for brand (Family Income-wise Analysis) Gimmicks and publicity stunts effect my preference for brand (City-wise Analysis) Brand preference effected by the sales promotion of the brand (Genderwise Analysis) Brand preference effected by the sales promotion of the brand (Age-wise Analysis) Brand preference effected by the sales promotion of the brand (Qualification-wise Analysis) Brand preference effected by the sales promotion of the brand (Family Income-wise Analysis) Brand preference effected by the sales promotion of the brand (City-wise Analysis) Brand preference effected by following techniques of sales promotion (Gender-wise Analysis) Brand preference effected by following techniques of sales promotion (Age-wise Analysis) Brand preference effected by following techniques of sales promotion (Qualification-wise Analysis) Brand preference effected by following techniques of sales promotion (Family Income-wise Analysis) Brand preference effected by following techniques of sales promotion (City-wise Analysis) Stalls/kiosks in malls/marketplace effects preference for the brand (Gender-wise Analysis) Stalls/kiosks in malls/marketplace effects preference for the brand (Agewise Analysis) Stalls/kiosks in malls/marketplace effects preference for the brand (Qualification-wise Analysis) Stalls/kiosks in malls/marketplace effects preference for the brand (Family Income-wise Analysis) Stalls/kiosks in malls/marketplace effects preference for the brand (Citywise Analysis) Environment in the shop helps in increasing preference for the brand (Gender-wise Analysis) Environment in the shop helps in increasing preference for the brand (Age-wise Analysis) Environment in the shop helps in increasing preference for the brand (Qualification-wise Analysis) Environment in the shop helps in increasing preference for the brand (Family Income-wise Analysis) Environment in the shop helps in increasing preference for the brand (City-wise Analysis)
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267 267 268 268 269 269 270 270 271 271 272 272 273 273 274 274 275 275 276 276 277 277 278

76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98

Convenience of shopping helps in increasing preference for the brand (Gender-wise Analysis) Convenience of shopping helps in increasing preference for the brand (Age-wise Analysis) Convenience of shopping helps in increasing preference for the brand (Qualification-wise Analysis) Convenience of shopping helps in increasing preference for the brand (Family Income-wise Analysis) Convenience of shopping helps in increasing preference for the brand (City-wise Analysis) Brand preference effected by the value for money of the brand (Genderwise Analysis) Brand preference effected by the value for money of the brand (Age-wise Analysis) Brand preference effected by the value for money of the brand (Qualification-wise Analysis) Brand preference effected by the value for money of the brand (Family Income-wise Analysis) Brand preference effected by the value for money of the brand (City-wise Analysis) Increase in price of brand effects preference for the brand (Gender-wise Analysis) Increase in price of brand effects preference for the brand (Age-wise Analysis) Increase in price of brand effects preference for the brand (Qualificationwise Analysis) Increase in price of brand effects preference for the brand (Family Income-wise Analysis) Increase in price of brand effects preference for the brand (City-wise Analysis) Decrease in price of competitor brands effects preference (Gender-wise Analysis) Decrease in price of competitor brands effects preference (Age-wise Analysis) Decrease in price of competitor brands effects preference (Qualificationwise Analysis) Decrease in price of competitor brands effects preference (Family Income-wise Analysis) Decrease in price of competitor brands effects preference (City-wise Analysis) Price of the competing brands the most important factor (Gender-wise Analysis) Price of the competing brands the most important factor (Age-wise Analysis) Price of the competing brands the most important factor (Qualificationwise Analysis)
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278 279 279 280 280 281 281 282 282 283 283 284 284 285 285 286 286 287 287 288 288 289 289

99 100 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122

Price of the competing brands the most important factor (Family Incomewise Analysis) Price of the competing brands the most important factor (City-wise Analysis) Expensiveness of brand increases brands image and preference (Gender-wise Analysis) Expensiveness of brand increases brands image and preference (Agewise Analysis) Expensiveness of brand increases brands image and preference (Qualification-wise Analysis) Expensiveness of brand increases brands image and preference (Family Income-wise Analysis) Expensiveness of brand increases brands image and preference (Citywise Analysis) Brand preference is effected by image of the brand (Gender-wise Analysis) Brand preference is effected by image of the brand (Age-wise Analysis) Brand preference is effected by image of the brand (Qualification-wise Analysis) Brand preference is effected by image of the brand (Family Income-wise Analysis) Brand preference is effected by image of the brand (City-wise Analysis) Endorsement by celebrity increases image of the brand (Gender-wise Analysis) Endorsement by celebrity increases image of the brand (Age-wise Analysis) Endorsement by celebrity increases image of the brand (Qualificationwise Analysis) Endorsement by celebrity increases image of the brand (Family Incomewise Analysis) Endorsement by celebrity increases image of the brand (City-wise Analysis) International presence increases image and preference for the brand (Gender-wise Analysis) International presence increases image and preference for the brand (Age-wise Analysis) International presence increases image and preference for the brand (Qualification-wise Analysis) International presence increases image and preference for the brand (Family Income-wise Analysis) International presence increases image and preference for the brand (City-wise Analysis) Social and environmental sensitiveness increases brand image (Genderwise Analysis) Social and environmental sensitiveness increases brand image (Age-wise Analysis)
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290 290 291 291 292 292 293 293 294 294 295 295 296 296 297 297 298 298 299 299 300 300 301 301

123 124 125 126 127 128 129 130

Social and environmental sensitiveness increases brand image (Qualification-wise Analysis) Social and environmental sensitiveness increases brand image (Family Income-wise Analysis) Social and environmental sensitiveness increases brand image (City-wise Analysis) Image of brand in society effects level of satisfaction (Gender-wise Analysis) Image of brand in society effects level of satisfaction (Age-wise Analysis) Image of brand in society effects level of satisfaction (Qualification-wise Analysis) Image of brand in society effects level of satisfaction (Family Income-wise Analysis) Image of brand in society effects level of satisfaction (City-wise Analysis)

302 302 303 303 304 304 305 305

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LIST OF ABBREVIATIONS
1. TNC= Transnational Companies 2. FDI= Foreign Direct Investments 3. FPS= Fair-Price Shops 4. MISH= Market Information Survey of Households 5. NCAER= National Council of Applied Economic Research 6. CSO= Central Statistical Organization 7. ORP= Organized Retail Penetration 8. LBSI= Luxury Brand Status Index 9. SSC= Senior Secondary Certificate Examination 10. HSC= Higher Secondary Certificate Examination 11. NPG= Non Professional Graduate 12. NPPG= Non Professional Post Graduate 13. PG= Professional Graduate 14. RSP= Retail Selling Price 15. POS= Point of Sales 16. VM= Visual Merchandising 17. CSR= Corporate social Responsibility 18. FDA= Federal Drug Administration 19. MBOs= multi-brand outlets 20. GRDI= Global Retail Development Index 21. IPL= Indian Premier League

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EXECUTIVE SUMMARY
Impact of Consumer Perception on Buying Behaviour in Apparel Retail Sector, with special reference to Selected Indian Cities Consumers` perception towards apparel can be viewed as an outcome that takes into account the cultural aspects as well as changes in preferences and tastes. The relationship between characteristics of both consumers and brands are becoming increasingly important marketing problems, particularly with

characteristics such as materialism being a strong driver of acquiring and consuming specific types of brands. As such, this study focuses on examining the relationships between consumer characteristics, including gender, nationality and level of materialism with brand perception. Consumers perceive brands as providing both emotional benefits (e.g. display of status, wealth and prestige) and utilitarian benefits (e.g. quality and low price). Their brand perception may influence their intention to purchase the brand.

OBJECTIVES OF THE STUDY In the background of the discussions made above, the objectives of the present thesis may be summarized as under: 1. To study the consumer perception for branded/ unbranded Apparel. 2. To study the socio economic demography of the potential buyers of branded apparel.

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3. To study the effect of pricing on the purchasing power of the consumers for branded apparels. 4. To understand the association between culture and consumer perception. 5. To study the impact of advertising on consumer perception. Here it is stated that higher the preference for the brand, higher is the positive consumer perception which in turn reflects positive buying behavior. HYPOTHESIS OF THE STUDY To pursue the proposed study, the following hypotheses are framed and their validity is tested through research techniques: H01: Males do not prefer branded apparel more than female buyers. H11: Males prefer branded apparel more than female buyers. H02: Socio economic and cultural background of consumers does not have any impact on their perception. H22: Socio economic and cultural background of consumers has an impact on their perception. H03: Advertising and Sales Promotion does not have influence on Consumer Perception. H33: Advertising and Sales Promotion has an influence on Consumer Perception. H04: Price of branded apparel does not inhibit potential consumers from purchasing. H44: Price of branded apparel inhibits potential consumers from purchasing.

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H05: There is no association between brand image and personal satisfaction. H55: There is an association between brand image and personal satisfaction.

SERIAL NO. 1

NULL HYPOTHESIS

ALTERNATE HYPOTHESIS prefer branded

Males do not prefer branded Males apparel buyers. more than

female apparel more than female buyers.

Socio economic and cultural Socio economic and cultural background of consumers background on has an of consumers on their

does not have any impact their perception. 3 Advertising Promotion influence Perception 4 and does on not

impact

perception. Sales Advertising and Sales

have Promotion has an influence

Consumer on Consumer Perception

Price of branded apparel does Price of branded apparel not inhibit potential consumers inhibits potential consumers from purchasing. from purchasing. association There image is an association

There between

is

no brand

and between brand image and personal satisfaction.

personal satisfaction.

RESEARCH METHODOLOGY

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The present study has aimed to determine the factors affecting Indian consumers' purchase intentions towards branded apparel that is available in their national market. The study has provided the demographic variation of the consumers for making choices for branded apparel. The study has been conducted in five major cities of India, viz. Mumbai, Hyderabad, Lucknow, Patna and Bhopal. To get a clear understanding of role of different factors and marketing strategies in creating a brand and finally effecting consumer perception and consumer behaviour, various factors such as Advertising of the brand, Sales Promotion for the brand, Price of the brand and Image of the brand have been studied with respect to various demographic factors such as Age, Gender, Education, Monthly family income and Place of stay of the respondents.

Sampling method involved is Stratified random sampling method. It is a method of sampling, which involves the division of a population into smaller groups, known as strata based on their members sharing a specific attribute or characteristic. A random sample from each stratum is taken, in a number proportional to the stratum's size when compared to the population. In the present study, the stratums are the five different markets chosen in five different cities. In these markets, the respondents have been chosen on random basis.

The data has been collected through questionnaire. Data was collected from 1500 respondents, viz. 350 from Mumbai, 350 from Hyderabad, 300 from Lucknow, 300 from Patna and 200 from Bhopal. Final number of filled in

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questionnaires which were valid was 1237 out of which 1200 questionnaires were selected. These questionnaires were selected on random basis. The number of valid filled in questionnaires selected for the study from various cities are 288 from Mumbai, 276 from Hyderabad, 251 from Lucknow, 243 from Patna and 142 from Bhopal.

After the data collection, data was entered in SPSS software package and analysed on various demographic parameters through a method of cross tabulation. It was further used to look into the association of various factors.

CONCLUSIONS OF THE STUDY Various conclusions drawn from the study are given in the points given below along with the details as to how they have gone to test the hypothesis of the study. Recommendations from the study flow from the conclusion drawn in the study and from the hypothesis which have been tested.

While nearly 80% of the respondents have positive perception and preference for branded apparels than unbranded apparels, only 50% have preference for a specific brand. This is an eye opener for the companies in the business of retail apparel sector. They cannot sit back and do the marketing in the traditional manner. Infact they should be proactive in their marketing techniques as they cannot take the customers for granted as they have a high sense of fickleness within the different apparel brands.

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Good image of the brand is by and large the most prominent factor for positive perception towards the brand. This is followed by good advertising for the brand, good sales for the brand and value for money vis--vis price of the brand, in that order. Thus, the companies in apparel retail sector ought to invest too much on betterment of image of their brands by whatever techniques they feel suitable.

Nearly 95% of the respondents believe that advertising is an effective medium of creating positive perception for the brand among consumers. Thus, retail apparel companies should not definitely forget that good advertising is necessary both for good brand image as well as for customer consciousness and awareness.

Nearly 70% of the respondents agree to the fact that endorsement by celebrities does effect their perception towards the brand. Thus, retail apparel companies should invest in signing contracts with the celebrities as this not only gives publicity to the brands but increases the image of the brand which again is important for positive perception towards the brand.

Majority of the respondents disagree that gimmicks and publicity stunts have any effect on their positive perception towards the brand. Thus, the retail apparel companies should as far as possible shun gimmicks and publicity stunts as it not only adversely affects brand preference but also adversely affects the image of the brand.

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Nearly 93% of the respondents agreed that sales promotion does effect their positive perception towards the brand. Thus, retail apparel companies should invest heavily on sales promotion techniques, especially the free goods and gifts and visual merchandising.

Nearly 50% of the respondents agree that convenience of shopping as provided through telemarketing and e-marketing helps in increasing their positive perception towards the brand. Thus, the retail apparel companies should focus on providing better and easy access to their websites from where the customers should be provided maximum information and should help them buy the apparels with minimum hassles. Also, the companies should provide for better customer care centers from where the executives may help the customers in the best possible manner.

Nearly 79% of the respondents agree that the price of the brand plays a very significant role in creating positive perception towards the brand. Thus, apparel retail companies should focus on the affordability of their brands as only then they can reach the masses and maximize their revenues through higher sales and volumes.

Nearly half of the respondents i.e. nearly 51% agree that international presence increases image of the brand, thus effecting positive perception towards the
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brand. Thus, the retail apparel companies should also venture outside the domestic market as this will not only increase their base for sales but will also better the image of their brands in the domestic market thus increasing preference for their brands.

Nearly half of the respondents i.e. nearly 48% of the respondents have agreed that social and environmental sensitiveness by a company increases positive perception towards the brand thus effecting consumers` buying behavior. Thus, retail apparel companies should focus on the ventures in Corporate Social Responsibility (CSR) and should make their brands look like the brands for the masses and not only for the elite classes.

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CHAPTER 1 INTRODUCTION

INTRODUCTION TO CONSUMER PERCEPTION Perception is how information is collected and categorized. Perception is affected by the amount of exposure to a stimulus and by individual interpretation. For example, a consumer who hears--once--that dairy herds contribute to greenhouse gas would not take the statement seriously. If the same consumer encountered that information often and from many sources, then the consumer's attitude toward dairy products might change enough to influence how often the consumer chose yogurt as a breakfast food. Here it is stated that higher the preference for the brand, higher is the positive consumer perception which in turn reflects positive buying behavior. The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as: The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); The behavior of consumers while shopping or making other marketing decisions;

Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;

How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Consumer value is a cognitive-affective evaluation of an exchange relationship carried out by a person at any stage of the process of purchase decision, characterized by a string of tangible and/or intangible elements which determine, and are also capable of, a comparative, personal, and preferential judgment conditioned by the time, place, and circumstances of the evaluation

APPLICATIONS OF CONSUMER BUYING BEHAVIOR . There are four main applications of consumer buying behavior: The foremost application is for marketing strategyi.e., for making better marketing campaigns. For example, by understanding that consumers are more receptive to food advertising when they are hungry, we learn to

schedule snack advertisements late in the afternoon. By understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that (1) companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success and (2) it is important to please initial customers, since they will in turn influence many subsequent customers brand choices. A second application is public policy. In the 1980s, Accutane, a near miracle cure for acne, was introduced. Unfortunately, Accutane resulted in severe birth defects if taken by pregnant women. Although physicians were instructed to warn their female patients of this, a number still became pregnant while taking the drug. To get consumers attention, the Federal Drug Administration (FDA) took the step of requiring that very graphic pictures of deformed babies be shown on the medicine containers. Social marketing involves getting ideas across to consumers rather than selling something. Marty Fishbein, a marketing professor, went on sabbatical to work for the Centers for Disease Control trying to reduce the incidence of transmission of diseases through illegal drug use. The best solution, obviously, would be if we could get illegal drug users to stop. This, however, was deemed to be infeasible. It was also determined that the practice of sharing needles was too ingrained in the drug culture to be stopped. As a result, using knowledge of consumer attitudes, Dr. Fishbein created a

campaign that encouraged the cleaning of needles in bleach before sharing them, a goal that was believed to be more realistic. As a final benefit, studying consumer behavior should make better consumers. Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In practice, however, you often pay a size premium by buying the larger quantity. In other words, in this case, knowing this fact will sensitize you to the need to check the unit cost labels to determine if you are really getting a bargain.

HOW HAS THE INDIAN CONSUMERS PERCEPTION CHANGED OVER THE YEARS? In the past few years the whole concept of shopping has been altered in terms of format and consumer buying behavior. With the increasing urbanization, the Indian consumer is emerging as more trend-conscious. There has also been a shift from price considerations to designs and quality as there is a greater focus on looking and feeling good (apparel as well as fitness). At the same time, the Indian consumer is not beguiled by retail products which are high on price but commensurately low on value or functionality. However, it can be said that the Indian consumer is a paradox, where the discount shopper loyalty takes a backseat over price discounts. Indians have grown richer and thus spending more on vehicles, phones and eating out in restaurants. The spending is focused more outside the homes, unlike in other

Indian consumer is also witnessing some changes in its demographics with a large working population being under the age group of 24-35, there has been an increasing number of nuclear families, increase in working women population and emerging opportunities in the service sector during the past few years which has been the key growth driver of the organized retail sector in India. The emergence of a larger middle and upper middle classes and the substantial increase in their disposable income has changed the nature of shopping in India from need based to lifestyle dictated. The self-employed segment has replaced the employed salaried segment as the mainstream market, thus resulting in an increasing consumption of productivity goods, especially mobile phones and 2 - 4 wheeler vehicles

INTRODUCTION TO RETAIL SECTOR Retail comes from the French word retaillier which refers to "cutting off, clip and divide" in terms of tailoring. It first was recorded as a noun with the meaning of a "sale in small quantities" in 1433 (French). Its literal meaning for retail was to "cut off, shred, paring". Like the French, the word retail in both Dutch and German (detailhandel and Einzelhandel respectively) also refer to sale of small quantities or items. TYPES OF RETAILING There are three major types of retailing. The first is the market, a physical location where buyers and sellers converge. Usually this is done in town squares,

sidewalks or designated streets and may involve the construction of temporary structures (market stalls). The second form is shop or store trading. Some shops use counter-service, where goods are out of reach of buyers, and must be obtained from the seller. This type of retail is common for small expensive items (e.g. jewelry) and controlled items like medicine and liquor. Self-service, where goods may be handled and examined prior to purchase, has become more common since the 20th century. A third form of retail is virtual retail, where products are ordered via mail, telephone or online without having been examined physically but instead in a catalog, on television or on a website. Sometimes this kind of retailing replicates existing retail types such as online shops or virtual marketplaces such as Amazon.

EVOLUTION OF MALLS Shopping malls just happened without being planned carefully for providing space for such people who have no social life and/or stimulation. This is in contrast to the postulation of Feignberg, who opines that malls/plazas were initially evolved as centers of shopping, entertainment, cultural activities and social interaction. Thus, these were envisaged to be extended shadows of community centres. But the emergence of organized retailing brought in its chain explosive growth of numbers and diversification of activities to evolve as centres of universe to come out as substitutes of unorganized retailing and assume the form of shopping communities.

EXCLUSIVE STORES VERSUS MULTI- BRAND OUTLETS The growth in high street multi-brand outlets (MBOs) like Shoppers stop, Lifestyle, Pantaloon, etc, makes experts to believe that it may be more sensible to ride the MBO boom to tap the up-market consumers. The situation of the 1990s when there was no option but to build own stores to provide an upgraded premium retail experience is no longer valid. However, brands will have to now contend with the growing negotiating power of MBO brands.

MARKET SCENARIO IN TODAYS WORLD Todays market is characterised by highly competitive organisations which are all vying for consumers loyalty. Firms are faced with the challenge to maintain their own competitive edge to be able to survive and be successful. Strategies are carefully planned and executed to gain the ultimate goal of all: company growth. However, external factors are not the only elements which influence growth. There are also internal factors, components working within the organisation which shape the direction of the company.

INTRODUCTION TO RETAIL SECTOR OF INDIAN ECONOMY The Retail Sector of Indian Economy is going through the phase of tremendous transformation. The retail sector of Indian economy is categorized into two segments such as organized retail sector and unorganized retail sector with the latter holding the larger share of the retail market. At present the organized retail sector is catching up very fast. With the arrival of the Transnational

Companies(TNC), the Indian retail sector will confront the round of alterations. At present the Foreign Direct Investments(FDI) is not encouraged in the Indian organized retail sector but once the TNC'S get in they would try to muscle out their Indian counterparts. This would be challenging to the retail sector in India.

HISTORY OF RETAILING IN INDIA Organised retailing first emerged in urban centres with a fixed location. The term organized is being used only with reference to the fixity of location of the market place though mom and daughter or father and son or husband and wife plied their trade on a small scale when specialized bazaars like saraffa bazaar, cloth market or grain mandi emerged as common phenomenon. But the individual enterprises were competitive and self owned scattered partnerships

notwithstanding. These came to be supplemented by super bazaars and fairprice shops (FPS) (Public Distribution System) in sixties.

Traditionally, retailing in India can be traced to the emergence of the neighborhood Kiraana stores catering to the convenience of the consumers, an era of government support for rural retail. Indigenous franchise model of store chains run by Khadi & Village Industries Commission in 1980s experienced slow change as India began to open up economy. Textiles sector with companies like Bombay Dyeing, Raymond's, S Kumars and Grasim first saw the emergence of retail chains. Later, Titan successfully created an organized retailing concept and established a series of showrooms for its premium watches.

GROWTH OF RETAIL SECTOR IN INDIA As Keaneys statistics shows, India is the second fastest growing economy of the world topping the list for the Global Retailers. Consistent growth of i) income and its acceleration since eighties, ii) population and iii) domination of population structure by the educated youth ignited a revolutionary change in outlook for conveniences, comforts and luxuries which has resulted in unprecedented rise in consumption expenditure and its pattern and structure being titled towards better life style. This may be judged from the fact that, according to one estimate, total Indian retail market has grown from Rs. 7,04,000 crore in 2005 to Rs. 9,30,00,000 crore in 2007. But the orgainsed segment accounts for only Rs. 35,000 crore, which amounts to only 0.03 per cent of the total retail market.

AN OVERVIEW OF THE INDIAN RETAIL SECTOR The Indian retail sector is highly fragmented with 97% of its business being run by the unorganized retailers like the traditional family run stores and corner stores. The organized retail however is at a very nascent stage though attempts are being made to increase its proportion to 9-10% by the year 2010 bringing in a huge opportunity for prospective new players. The sector is the largest source of employment after agriculture, and has deep penetration into rural India generating more than 10% of India's GDP.

According to a market estimate after agriculture, retail is the largest single sector, both in term of turnover or will as employment in India, with market size of $200

billion. The report said the Indian retail industry is in revolution phase. Organized retailing in India, which account for less than 4%, is likely to grow four fold in the next five years.

The growth of the retail trade in India is associated with the growth in the Indian economy. Based on the Market Information Survey of Households (MISH) of the National Council of Applied Economic Research (NCAER), the number of people in the income groups of aspirers and the middle class with annual income ranging from Rs. 90,000 to one million, more than doubled from 157 million to 327 million during the last decade. The data from the Central Statistical Organization (CSO) indicate the growth of real private final consumption expenditure.

INDUSTRY ANALYSIS OF THE INDIAN RETAIL SECTOR Modern retailing has entered India in form of sprawling malls and huge complexes offering shopping, entertainment, leisure to the consumer as the retailers experiment with a variety of formats, from discount stores to supermarkets to hypermarkets to specialty chains. However, kiranas still continue to score over modern formats primarily due to the convenience factor. In the coming years it can be said that the hypermarket route will emerge as the most preferred format for international retailers stepping into the country.

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The gems and jewellery market is the key emerging area, accounting for a high proportion of retail spends. India is the largest consumer of gold in the world with an estimated annual consumption of 1000 tones, considering actual imports and recycled gold. The market for jewellery is estimated as upwards of Rs. 65,000 crores. As noticed in the figure below, the organized retail penetration (ORP) is the highest in footwear with 22% followed by clothing. . RETAIL FORMATS IN INDIA

Hypermarts/supermarkets: large self-servicing outlets offering products from a variety of categories.

Mom-and-pop stores: they are family owned business catering to small sections; they are individually handled retail outlets and have a personal touch.

Departmental stores: are general retail merchandisers offering quality products and services.

Convenience stores: are located in residential areas with slightly higher prices goods due to the convenience offered.

Shopping malls: the biggest form of retail in India, malls offers customers a mix of all types of products and services including entertainment and food under a single roof.

E-trailers: are retailers providing online buying and selling of products and services.

Discount stores: these are factory outlets that give discount on the MRP.

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Vending: it is a relatively new entry, in the retail sector. Here beverages, snacks and other small items can be bought via vending machine.

Category killers: small specialty stores that offer a variety of categories. They are known as category killers as they focus on specific categories, such as electronics and sporting goods. This is also known as Multi Brand Outlets or MBO's.

Specialty stores: are retail chains dealing in specific categories and provide deep assortment. Mumbai's Crossword Book Store and RPG's Music World are a couple of examples.

GLOBAL BRANDS INCLINATION FOR INDIA In the wake of globalization various established brands turn to the developing countries for the search of new markets, the markets laden with disposable income. In apparel sector The Gap, Tommy Hilfiger, Polo Ralph Lauren are to name a few. People in India are much aware of what they wear as compared to the time of pre globalization. As the country marched towards its way to be economic giant, the prosperity of people is reflected in their life style. The international brands recognise it as a potential market.

CHALLENGES FACED BY INDIAN RETAIL SECTOR

The tax structure in India favors small retail business Lack of adequate infrastructure facilities High cost of real estate
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Dissimilarity in consumer groups Restrictions in Foreign Direct Investment Shortage of retail study options Shortage of trained manpower Low retail management skill

The Indian Retail Industry is facing a severe shortage of talented professionals, especially at the middle-management level. Most Indian retail players are under serious pressure to make their supply chains more efficient in order to deliver the levels of quality and service that consumers are demanding. Long intermediation chains would increase the costs by 15%. Lack of adequate infrastructure with respect to roads, electricity, cold chains and ports has further led to the impediment of a pan-India network of suppliers. Due to these constraints, retail chains have to resort to multiple vendors for their requirements, thereby, raising costs and prices. QUICK FACTS ON INDIAN RETAIL SECTOR Indian Retail sector is the fifth largest global retail destination. India retail market is dominated by the unorganized sector. The top five companies in retail hold a combined market share of less than 2%. The Indian retail market has been ranked by AT Kearney's eighth annual Global Retail Development Index (GRDI), in 2009 as the most attractive emerging market for investment in the retail sector. 13

Currently the share of retail trade in India's GDP is around 12 per cent, and is estimated to reach 22 per cent by 2010.

MAJOR RETAILERS IN INDIA Pantaloon is one of the biggest retailers in India with more than 450 stores across the country. Headquartered in Mumbai, it has more than 5 million sq. ft retail space located across the country. It's growing at an enviable pace and is expected to reach 30 million sq. ft by the year 2010. In 2001, Pantaloon launched country's first hypermarket Big Bazaar. Tata group is another major player in Indian retail industry with its subsidiary Trent, which operates Westside and Star India Bazaar; it operates lifestyle retail chain, book and music retail chain, consumer electronic chain etc. Established in 1998, it also acquired the largest book and music retailer in India Landmark in 2005. Trent owns over 4 lakh sq. ft retail space across the country. RPG Group is one of the earlier entrants in the Indian retail market, when it came into food & grocery retailing in 1996 with its retail Foodworld stores. Later it also opened the pharmacy and beauty care outlets Health & Glow. Reliance is one of the biggest players in Indian retail industry. More than 300 Reliance Fresh stores and Reliance Mart are quite popular in the Indian retail market. It's expecting its sales to reach Rs. 90,000 crores by 2010. AV Birla Group has a strong presence in Indian apparel retailing. The brands like Louis Phillipe, Allen Solly, Van Heusen, Peter England are quite popular. It's

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also investing in other segments of retail. It will invest Rs. 8000-9000 crores by 2010.

INTRODUCTION TO APPAREL RETAIL SECTOR A dress code is a set of rules governing a certain combination of clothing. The continual relaxation of formal dress standards since the end of the Second World War is redefining what clothes constitute formal and semi-formal dress. The original term full dress was used in the nineteenth century and the early twentieth century to mean the most formal option available, while half dress and undress ranked beneath it. They indicated different clothes, but correspond somewhat to the twenty-first century structure of formal, semi-formal, and informal.

LUXURY AND THE APPAREL SECTOR Luxury, derived from the Latin word luxus, means indulgence of the senses, regardless of cost. Luxury brands are brands whose ratio of functional utility to price is low while that of intangible utility to price is high. Such brands share characteristics like consistent premium quality, a heritage of craftsmanship, a recognizable style or design, a limited production run of any item to ensure exclusivity, an element of uniqueness and an ability to keep coming up with new designs when the category is fashion-intensive. Chanel, Ralph Lauren, Giorgio Armanithese names and visions of sparkling diamonds, classic sportswear or tailored suits come to mind. Most people only dream of wearing the labels that are considered the best of the best simply

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because of price. But where do quality and style fit into buying decision? Are designer labels an exceptional value because they offer more or are they simply flamboyant fads destined to pass?

FASHION AND THE APPAREL RETAIL SECTOR Most brands we see today are not entirely new. Rather, they are derived from a long history of service to the fashion industry and fashion consumers. As brands grow and diversify, they gain in recognition in front of people with substantial means as well as the general population. This is the case with such designers as Ralph Lauren (established in the 1960s) and Coco Chanel (established 1912) and others. They made their marks with high society by understanding people and what they wanted. WORLD MARKET FOR APPAREL RETAILING The global apparel industry is among the most advanced, and yet the most fragmented of all retail sectors. The global market for apparel industry is estimated at $183 billion, much of it in the US. The structure of the readymade apparel industry is complex as much as it is diverse. It is highly fragmented and a large part of it is unorganized and is led by unbranded apparel. The two markets, domestic and international, have their own issues. The products are poorly classified and the distribution systems ill-defined, making strategies and data difficult to evaluate.

THE INDIAN APPAREL RETAIL SECTOR

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The major problem with the Indian apparel retail market is its size and diversity of preferences. It is also the main reason why it has so much potential. It is being dubbed the second largest retail opportunity for retailers. According to research by McKinsey, the domestic clothing market is estimated at Rs 87,000 crore, 22 per cent of which is made up by readymade garments. Of the 22 per cent, 20 per cent belongs to the branded apparel market. This means that in a market worth Rs 20,000 crore, only Rs 4,000 crore is catered to by branded apparel. So there is still a Rs 16,000 crore market to be tapped.

The future potential of the big players in apparel market lies in companies trying to change consumer perception and help them make a transition from unbranded retail apparel to branded retailing. To achieve this, companies are investing in infrastructure to increase quality, advertising specially brand management. Brands are seen as important in an identity, sense of achievement and personal satisfaction for the consumers who are fashion conscious.

TEXTILE AND APPAREL INDUSTRY IN INDIA The history of textiles in India dates back to the use of mordant dyes and printing blocks around 3000 BC. The diversity of fibers found in India, intricate weaving on its state-of-art manual looms and its organic dyes attracted buyers from all over the world for centuries. The British colonization of India and its industrial policies destroyed the innovative eco-system and left it technologically impoverished. Independent India saw the building up of textile capabilities,

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diversification of its product base, and its emergence, once again, as an important global player. Today, the textile and apparel sector employs 35 million people (and is the 2nd largest employer), generates 1/5th of the total export earnings and contributes 4 per cent to the GDP thereby making it the largest industrial sector of the country. This textile economy is worth US $37 bn and its share of the global market is about 5.90 per cent. The sector aspires to grow its revenue to US $85bn, its export value to US $50bn and employment to 12 million by the year 2010.

CONSUMER PROFILE FOR LUXURY BRANDS Luxury goods' marketing is a different ball game as the type of customers involved fall in a different class altogether. These customers are influenced more by glamour and style and want to stand out in a crowd. Sensory gratification and social approval are the primary factors in selecting a prestige product. They do not bat eyelid whey they buy a Vuitton bag costing Rs 50,000 or a Mont Blanc diamond-encrusted pen for Rs 50 lakh, Ermenegildo Zegna's top-of the-line, custom-tailored suit costing Rs 6 lakh or a mid-range Louis Vuitton briefcase priced Rs 1.27 lakh or a Kimayas basic kurta for Rs 30000.

There are people who have money and there are people who are rich - Coco Chanel. Delve deep into history the beginning of civilization and discovery of rich jewellery, look back to some 5000 years back and the love of royalty for royal apparel woven feni and embroidered with threads of gold, of carved ornate

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furniture passed down as heirlooms, of innovative footwear that have become stylish even today, of accessories like the exquisite paan daan, hand fans, head glass encrusted with diamonds; all the fruits of affluence and leisure. Closer to our times we have read how the first prime minister of the country had a park avenue acquired wardrobe and there are descendants from royal families of Jaipur, Jodhpur, Kashmir who patronized luxury in all its hues.

IMPORTANCE OF THE STUDY The present study aims to determine the factors affecting Indian consumers' purchase intentions toward branded apparel that is available in their national market. This study focuses on examining the relationships between consumer characteristics, including gender, nationality and level of materialism with brand perception.

Apparel retail sector is a booming sector in present scenario. In the A type city like Mumbai more consumers prefer branded apparels. However, considering price factor and socio-cultural preferences as a determinant of the choices customer make during buying, this study is designed to understand the changing trend in the present apparel retail sector. The study is a pioneer study in the field of fashion as the literature available in this field is scanty. It will provide the demographic variation of the consumers for making choices for branded apparel. Also it will give an idea for the relationship between style and fashion being an indicator of personal satisfaction of the consumers.

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Consumer behavior is increasingly a part of strategic planning for the future investment and growth of any industry. Retail industry or precisely to say apparel industry is no exception. Being most impulsive sector, apparel industry relies most on brand management and consumer perception for the brand. Still the consumers for branded apparels are limited to higher section of the society. A process of penetration among upper middle class and middle class i.e. service sector of the society has started and more consumers now prefer branded apparels. Advertising and other brand management strategies has a significant role in the shift of paradigm.

CHAPTER 2 REVIEW OF LITERATURE

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CONSUMER BUYING BEHAVIOUR Consumers can either be subjective or objective, testing the persuasiveness of brand names. Retail stores selling the products also play an important role in swaying the decisions of consumers. The whole package or visual appeal of the retail outlet can determine sales, or the service of the sales ladies or the clerks ( Aaker, D. J. & Joachimsthaler, E ,2000)1. Furthermore, consumers may choose particular products/brands not only because these products provide the functional or performance benefits expected, but also because products can be used to express consumers personality, social status or affiliation (symbolic purposes) or to fulfil their internal psychological needs, such as the need for change or newness.

Consumer behaviour refers to the mental and emotional process and the observable behaviour of consumers during searching, purchasing and post consumption of a productor service. Consumer behaviour involves study of how people buy, what they buy, when they buy and why they buy. It blends the elements from Psychology, Sociology, Sociopsychology, Anthropology and Economics (Bhattacharya, C.B. & Sen, S., 2003)2. It also tries to assess the influence on the consumer from groups such as family, friends, reference groups and society in general.

CONSUMER BUYING DECISION PROCESS

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Consumer buying decision process is the process undertaken by consumer in regard to a potential market transaction before, during and after the purchase of a product or service. Consumer decision making process generally involves five stages:

Problem Recognition Purchase decision making process begins when a buyer becomes aware of an unsatisfied need or problem. This is the vital stage in buying decision process, because without recognizing the need or want, an individual would not seek to buy goods or service Information Search After the consumer has recognized the need, he / she will try to find the means to solve that need. First he / she will recall how he used to solve such kind of a problem in the past, this is called nominal decision making. Secondly, a consumer will try to solve the problem by asking a friend or goes to the market to seek advice for which product will best serve his need, this is called limited decision making.

Alternatives evaluation Consumers evaluate criteria referring to various dimensions; features,

characteristics and benefits that a consumer desires to solve a certain problem. Product features and its benefit is what influence consumer to prefer that

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particular product. The consumer will decide which product to buy from a set of alternative products depending on each unique feature that the product offers and the benefit he / she can get out of that feature. Purchase Action This stage involves selection of brand and the retail outlet to purchase such a product. Retail outlet image and its location are important. Consumer usually prefers a nearby retail outlet for minor shopping and they can willingly go to a far away store when they purchase items which are of higher values and which involve higher sensitive purchase decision. After selecting where to buy and what to buy, the consumer completes the final step of transaction by either cash or credit. Post-purchase Actions Consumer favorable post-purchase evaluation leads to satisfaction. Satisfaction with the purchase is basically a function of the initial performance level expectation and perceived performance relative to those expectations. Consumer tends to evaluate their wisdom on the purchase of that particular product. This can result to consumer experiencing post purchase dissatisfaction (Belk, R.W., 1988)3. If the consumers perceived performance level is below expectation and fail to meet satisfaction this will eventually cause dissatisfaction, and so the brand and/ or the outlet will not be considered by the consumer in the future purchases. This might cause the consumer to initiate complaint behavior and spread negative word-of-mouth concerning that particular product.

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FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR Consumer buying behaviour is influenced by the major three factors: 1. Social Factors 2. Psychological Factors 3. Personal Factors.

A. Social Factors Social factors refer to forces that other people exert and which affect consumers purchase behaviour. These social factors can include culture and subculture, roles and family, social class and reference groups (Belk, R.W., 1988)3 B. Psychological Factors These are internal to an individual and generate forces within that influence her/his purchase behavior. The major forces include motives, perception, learning, attitude and personality (DeBono, K. G., 2000)8 C. Personal Factors These include those aspects that are unique to a person and influence purchase behavior. These factors include demographic factors, lifestyle, and situational factors (Bloch, P. H., Brunel, F. F., & Arnold, T. J., 2003)5

APPAREL RETAIL SECTOR IN INDIA The apparel retail industry consists of the sale of all menswear, womenswear and childrenswear. The menswear market includes men's activewear, casual wear, essentials, formalwear, formalwear-occasion and outerwear. The

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womenswear market includes women's activewear, casual wear, essentials, formalwear, formalwear-occasion and outerwear. The childrenswear market includes baby clothing, boys activewear, boys casual wear, boys essentials, boys formalwear, boys formalwear-occasion, boys outerwear, girls activewear, girls casual wear, girls essentials, girls formalwear-occasion, girls outerwear and toddler clothing (Chandra, P., 1998)36. The industry value is calculated at retail selling price (RSP), and includes all taxes and levies. All currency conversions used in this report have been calculated at constant 2009 annual average exchange rates.

RECENT TRENDS IN APPAREL RETAILING IN INDIA India is a country with diversified customs and cultures; so diverse that Indians differ in their dressing too. Right from the salwaar-kameez to the sari and from lungi to dhoti, our own Indian wear has been vivid and varied. The market of branded garments is growing up. With favorable events like end of multifiber agreement, entry of foreign retailers and textile companies into the country and the growth and acknowledgement of the Indian fashion industry throughout the world, apparel retailing has become one of the interesting and tough jobs in the arena of marketing. The study emphasizes as to how over the last several decades the face of retail and the distribution of apparel have changed dramatically (Piyush Kumar Sinha and Dwarika Prasad Uniyal, 2007)38. India ranks among the top target countries for any company sourcing textiles and apparel. Indeed, apart from China, no other country can match the size, spread,

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depth and competitiveness of the Indian textile and apparel industry. Moreover, with the global elimination of quotas at the end of 2004, entry of foreign retailers and textile companies into the country and the growth and acknowledgement of the Indian fashion industry throughout the world, a thorough study of apparel retailing has become necessary (Swapna Pradhan, 2007)42

INFLUENCE OF BRANDING ON CONSUMER BUYING BEHAVIOR A brand is a name, symbol, or other feature that distinguishes a seller's goods or services in the marketplace. A brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific product, service or business (Fournier, S., 1998)13

Branding or Careful brand management seeks to make the product or services relevant to the target audience. Therefore cleverly crafted advertising campaigns can be highly successful in convincing consumers to pay remarkably high prices for products which are inherently extremely cheap to make (Fournier, S., 1998)13. This concept, known as creating value, essentially consists of manipulating the projected image of the product so that the consumer sees the product as being worth the amount that the advertiser wants him/her to see, rather than a more logical valuation that comprises an aggregate of the cost of raw materials, plus the cost of manufacture, plus the cost of distribution (Fournier, S., 1998)13.

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INFLUENCE BEHAVIOR

OF

BRAND

PREFERENCE

ON

CONSUMER

BUYING

Brand preference refers to Selective demand for a company's brand rather than a product; the degree to which consumers prefer one brand over another. In an attempt to build brand preference advertising, the advertising must persuade a target audience to consider the advantages of a brand, often by building its reputation as a long-established and trusted name in the industry. If the advertising is successful, the target customer will choose the brand over other brands in any category (Elliot,R. & Wattanasuwan, K., 1998)12

Brand preference refers to Measure of brand loyalty in which a consumer will choose a particular brand in presence of competing brands, but will accept substitutes if that brand is not available. A Primary advertising/promotional objective is to establish a situation in which a particular brand is regarded as more desirable than its competitors. It is a brand prerequisite of a first sale whereas brand loyalty is necessary for repeat purchases. The stage of brand loyalty at which a particular buyer will select a particular brand, but will choose competitors brand, if the preferred brand is unavailable (De Chernatony, L.,1999)10

People have limited time, memory and attention. So when they make buying decisions, they simplify their choices. ''On the shelf you may have 30, 40 brands of shampoo, or 20, 30 brands of toothpaste,'' explained Jagdish N. Sheth, a

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marketing professor at the Goizueta Business School of Emory University. But consumers don't take the time to examine every possible choice (Carman, J. M., 1978)6. Rather, they reduce their selection to a smaller set of options, based on experience and exposure. ''Through learning over time, consumers are really efficient in terms of reducing their transaction costs,'' Professor Sheth said.

In the 1960's, he and John A. Howard, the Columbia University marketing scholar who died in 1999, developed the idea of the ''evoked set'' to describe this process of selection. Shoppers start not with every single brand they are dimly aware of but with a group of options -- the evoked set -- uppermost in their minds. ''An evoked set consists of the brands in a product category that the consumer remembers at the time of decision making,'' according to ''Marketing: Best Practices,'' a textbook edited by K. Douglas Hoffman.

Ask a grocery shopper to name toothpaste brands, for instance, and you'll probably hear ''Crest and Colgate.'' Only when pressed to name others will the shopper come up with, say, Rembrandt and Mentadent. Crest and Colgate are the evoked set, the one from which most shoppers will choose to buy -especially if they aren't looking at snappy product displays for other brands. The downside of this process is that the results depend on exactly how we sort the possibilities into categories (DeBono, K. G., & Harnish, R. J., 1988)9.

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''The way this information is recorded in memory can influence consumers' preference for brands and whether the brand will be considered for purchase,'' Barbara E. Kahn and Leigh McAlister, two marketing professors, wrote in ''Grocery Revolution'' (Addison Wesley, 1997). If, for instance, a store arranges yogurt first by brand (like Dannon and Yoplait) and then by flavor within each brand, consumers will tend to select their flavors from the same brand.

On the other hand, the authors write, ''If the products had been displayed with all the strawberry yogurts together, then all the lemon-lime yogurts, and so forth, consumers would most likely choose which flavors they wanted first, and then choose which brand name they would most like for that particular flavor.'' Similarly, American supermarkets display meats by animal type -- beef, chicken, pork, etc. -- and then by cut. In Australia, by contrast, grocers arrange meats by the way they might be cooked, and stores use more descriptive labels, like ''a 10minute herbed beef roast.'' The result is that Australians buy a greater variety of meats. How we classify goods changes how we make consumer choices (De Chernatony, L., 1999)10. ''The composition of the set of final possibilities can have subtle effects on choice,'' write Professor Kahn of the Wharton School at the University of Pennsylvania, and Professor McAlister of the University of Texas at Austin. As a result, ''brand choices can be influenced without changing the actual preference for a brand per se, but merely by changing the content of the consideration set.''

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BRAND LOYALTY: THE POSITIVE CONSUMER PERCEPTION What drives brand loyalty? The psychology behind human behavior as it pertains to brand selection can be both rudimentary and complicated at the same time. In order to understand the psychology of brand preference, it is necessary to understand:

A basic communications model and the process of receiving/filtering messages.

A distinction between spurious and true brand loyalty. Several truisms concerning how a brand is positioned in the marketplace revealed the challenges with marketing to the human mind.

Finally, research that submits the essence of brands is connected through our five senses.

The culmination of this information may help any organization facing brand loyalty issues with their constituents and provide resources to uncover core issues (Eagly, A. H., & Chaiken, S., 1993)11.

INFLUENCE PERCEPTION

OF

BRAND

POSITIONING

ON

CREATING

CONSUMER

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"A strong brand position means the brand has a unique, credible, sustainable, and valued place in the consumer's mind. It revolves around a benefit that helps your product or service stand apart from the competition. Scott Davis, Brand Asset Management.

Organizations seek to develop and project brand perceptions based on internally driven needs and goals. In Jack Trout's book "Differentiate or Die, he presents evidence that supports his theories on consumer behavior and interpretation. Although these concepts seem self-evident on the surface, organizations tend to ignore these immutable laws in their daily branding activities (Elliot, R. & Wattanasuwan, K., 1998)

CONSUMER PERCEPTION AND SOCIO-CULTURAL BACKGROUND OF CONSUMERS The fashion events which take place are promoted by the presence of celebrities and socialites who actually contribute to the making of the particular brand. In the events we generally notice that the people who are from higher sect of the society, are seated on the front rows of a fashion show or any other big social event (Henry, W. A., 1976)17. Though sometimes the product does not necessarily fulfill a need, they create desire and emotion. So these products are generally preferred by this particular sect. Therefore brand preference occurs.

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Socio-cultural variables like patriotism, ethnicity, socioeconomic status, father absence, and family size play an important role in developing positive perception of the consumers

As a survey conducted in Poland results that the Polish students prefer Polish products like electronics, clothing, cosmetics and various other products. It is proved that these socio-cultural factors motivate or influence the consumers to buy only those products made in their own country. Patriotism is a key dimension in this scenario as it influences the consumer behavior. Likewise even some Indians would prefer products made only in India (Kahle, L. R., 1983)19.

In todays time, global warming is the topic of prime importance. Due to the condition of the country, people may prefer to use products that are eco-friendly and productive to the environment. In this, the socio-cultural variable is attached. It is because of global warming that people use eco-friendly products (Keller, K.L., 2003)20

Gender, family sizes are the other variables that lead to a brand preference. If a family size is small they may prefer a brand that is suitable for them and which they can afford. Males and females have different brand choices and they follow them.

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CONSUMER PERCEPTION ACROSS GENDERS Gender differences are observed as male adolescents display more favorable attitudes towards stores, greater consumer affairs knowledge, more materialistic values, and stronger social motivations for consumption. On the other hand, females show more favorable attitudes towards advertising and score significantly higher on information seeking and cognitive differentiation measures. In general, female children have stronger influence in family purchase decisions and use influence strategies such as reasoning, asking, and persuading more frequently than boys (Schultz, M., & de Chernatony, L., 2002)27. Sundberg reported that Indian girls perceived their families as significantly more cohesive than Indian boys; however, the absolute difference was not great. Sex differences in decision making were also found to be stronger in India than in America.

IMPACT OF CONSUMER PERCEPTION ON BUYING BEHAVIOR FOR DESIGNER JEWELLERY IN INDIA In India, it was always the trusted family goldsmith to whom all jewelry designing and making was entrusted. Besides, in India, jewelry has always been an investment first and an ornament second. A label for a jewelry piece was unheard of decades ago. It was the family run jewelry stores who dictated the designs or the karigar (designer) who was willing to make a copy from a photograph in a magazine. One of the first branded jewelry names was Estelle from Europe, which was brought to India with a factory in Hyderabad making 14

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and 18-carat jewelry. The designs were as per the parent company in the West and the concept of branding jewelry was quite unique in the country (Park, C. S., & Srinivasan, V., 1994)23.

In the nineties a new change was perceived as the large industrial giant Tata eyed the jewelry market with newfound interest. They produced Tanishq jewelry with western designs and an affordable price tag, along with the Tata stamp of reliability. The launch of Tanishq spawned a trail of branded jewelry that blitzed the Indian market both from abroad and within the country. The Ravissant label brought in Cartier, Beautiful Boulevard displayed Tiffany and Paloma Picasso. In came Marina B, Chopard, Piaget, Dianoor, Gold Master and many more to woo the jewelry crazy Indian buyers (Urde, M., 2003)34

The branding of jewelry also encouraged exporters of gold ornaments to move into the local market with their design expertise and manufacturing skills. Gitanjali Jewels, one of the largest exporters of diamond jewelry, launched the Gili brand with a new concept, selling not only through the leading department stores but also by mail order catalog that made it possible for everyone all over the country to order their jewelry. The latest brand name to enter the market is an offshoot of the traditional house of Tribhuvandas Bhimji Zaveri also popularly known as TBZ. Indian jewelry has now acquired a new image. Brands are launching periodic collections for each season.

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IMPACT OF CONSUMER PERCEPTION ON BUYING BEHAVIOR FOR FOOTWEAR IN INDIA Although the human foot has remained unchanged for thousands of years, what people have worn on their feet shows incredible diversity. It is in this diversity that some of the most interesting aspects of culture are revealed.

Footwear consists of garments worn on the feet, for protection against the environment, and adornment. Socks and other hosiery are worn between the feet and the footwear, except for sandals and flip flops. The oldest known footwear was discovered in Fort Rock Cave in the U.S. state of Oregon; radiocarbon dating of these sandals woven from sagebrush bark indicates an age of least 10,000 years. Footwear is estimated to have started its long history of human use during the Ice Age some 5 million years ago. Unkind weather conditions are said to have created the necessity for footwear (Bombeck, E, 1985)51

The later Greek and Roman cultures developed distinctly different styles of footwear according to the gender and social position of the wearer. Some of the names for different styles of footwear which were part of the classical vocabulary have come down to us today, such as sandalium (sandal), solea (sole), and soccus (sock) (Bombeck, E, 1985)51

Feet and shoes hold a special place in religious and social life. As many people go barefoot most of the time in India, the shoe was associated with special

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occasions and high status. Only in the colder regions, such as Kashmir, Nepal and Bhutan, are boots or shoes required for warmth and protection. Within the confines of the geographical region, the religion, social status, and sex of the wearer, Indian footwear shows an enormous diversity in styles and materials. These range from simple leather thong sandals, or chappals, to ceremonial padukas or toe-knob sandals made of silver, iron, and even ivory (Urde, M., 1999)33

CONSUMERS` PERCEPTION AND THEIR ECONOMIC BACKGROUND The target audience plays a very important role in the success of the product. The markets today are overflowing with multiple choices but the consumer takes his pick according to his financial capacity. The size of the dent in his pocket makes him prioritize his needs. For example: In spite of there being number of shampoos in the market, an average middle class family chooses to buy sunsilk because it fits into their monthly budget. However the key word here is necessity over want (Jones, B., 1996)39. In comparison, a more well off family would use a better brand because end result is of more importance to them. So the point to be noted is that the brand preference depends on the monetary capability of the consumer. Usually a product and its brand image also signify the social status of its consumer (Jones, B., 1996)39.

For the second year, high net-worth consumers rated Leiber the most prestigious luxury handbag brand in the 2009 Luxury Brand Status Index (LBSI) survey from

36

the independent New York City-based Luxury Institute. Respondents who would recommend Leiber say, "They are works of art," are "very unique and collectible," and "can be passed down through the years." Hermes and Tod's tied for second, Jimmy Choo was rated third.

"As high net-worth consumers become more discerning about their investments in luxury goods, the coveted luxury handbag category players are raising the bar in uniqueness, exclusivity and artistic value to satisfy consumer demand for true luxury," said Milton Pedraza, CEO of the Luxury Institute. "The Judith Leiber brand is rated as much for being a work of art as it is rated a luxury by the only pundits who count -- wealthy consumers who can buy the brands. Our impartial surveys are based on the principle that highly educated; discerning luxury consumers have the ultimate expertise and trustworthiness in luxury

consumption. The Luxury Institute conducts its research with independent panels, and uses third party analytical firms to tabulate the results so that the true voice of luxury consumers is amplified for the benefit of their peers and industry executives alike." (Barry Berman and Joel R. Evans, 2007)43

CONSUMER PERCEPTION AND ADVERTISING Marketing is defined as an activity an organization engages in to facilitate an exchange between itself and its customers/clients. Advertising is one type of marketing activity. Advertising is a type of marketing activity central to the marketing of the US food supply. The US food system is the second largest

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advertiser in the American economy (the first being the automotive industry) and is a leading buyer of television, newspaper, magazine, billboard, & radio advertisements (Vignali, C., Gomez, E. Vignali, M. and Vranesevic, T., 2001)41.

The reasons that the food advertising market is so large include the following: 1) Food captures 12.5% of US consumer spending and so there is vigorous competition, 2) Food is a repeat-purchase item and consumers' views can change quickly. 3) Food is one of the most highly branded items, which lends itself to major advertising. Over 80% of US grocery products are branded. Advertising expenditures for US food products were $7.3 billion in 1999. ( Vignali, C., Gomez, E. Vignali, M. and Vranesevic, T., 2001)41.

The heavy marketing directed towards youth, especially young children, appears to be driven largely by the desire to develop and build brand

awareness/recognition, brand preference and brand loyalty. Marketers believe that brand preference begins before purchase behavior does. Brand preference in children appears to be related to two major factors: 1) children's positive experiences with a brand, and 2) parents liking that brand. Thus, marketers are intensifying their efforts to develop brand relationships with young consumers, beginning when they are toddlers. Marketers know that toddlers and preschool children have considerable purchase influence and can successfully negotiate purchases through what marketers term the "nag factor" or "pester power" (Punit Purohit, 2007)44.

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The facebook example, as given below, discusses the issue of advertisement with brand preference and individual consumer tastes. Facebook has implemented a program wherein they would advertise products with messages from individual facebook users, the policy being to only send in a message promoting the product to a person from a friend. This can be termed as brand promotion as such a message displays the preference of that particular brand by the friend and as people are most influenced by their friends, they can help in promoting the product in question. It is interesting to note that this kind of advertisement might tend to violate the privacy rights of individuals on facebook as they would be used without written consent to advertise products but at the same time its a strong way to promote a brand.

Mark Zuckerberg, Facebooks founder, discussed his companys social advertising plan with marketers in New York. Facebook.com is a social networking site that lets people accumulate friends and share preferences and play games with them. Each member creates a home page where he or she can post photographs, likes and dislikes and updates about their activities.

In a twist on word-of-mouth marketing, Facebook began selling ads that display peoples profile photos next to commercial messages that are shown to their friends about items they purchased or registered an opinion about. For example, going forward, a Facebook user who rents a movie on Blockbuster.com will be asked if he would like to have his movie choice broadcast out to all his friends on

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Facebook. And those friends would have no choice but to receive that movie message, along with an ad from Blockbuster (Marchetti, Michele, 2006)98.

CONSUMER PERCEPTION AND SALES PROMOTION Sales Promotion refers to short term incentives to encourage purchase or sale of a product or a service. It is estimated that in consumer packaged goods industries, 74% of marketing expenditures is made on sales promotion. Following are the tools of sales promotion:

1. Consumer tools: Samples, coupons, cash refunds, price packs, premiums, advertising specialties, patronage rewards, point of purchase displays and materials, contests sweepstakes 2. Trade promotions: discounts, allowance, push money, specialty advertising items, business promotions, convention and trade shows, sales contests 3. Public relations: building up a good corporate image, handling unfavourable rumours, press relations, product publicity, public affairs, lobbying, investor relations, news, speeches, special events, mobile marketing, published materials, website public service activities (Kotler, Philip, Neil Rackham, and Suj Krishnaswamy, 2006)99

CONSUMER PERCEPTION & VISUAL MERCHANDISING Visual means serving, resulting from, or pertaining to the sense of sight, capable

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of being seen by the eye, optical, having the nature of or producing a image in the mind. Merchandising means to promote the sale of, as by advertising or display. (Bloch, P. H., Brunel, F. F., & Arnold, T. J., 2003)5.

Visual Merchandising includes combining products, environments, and spaces into a stimulating and engaging display to encourage the sale of a product or service. It has become such an important element in retailing that a team effort involving the senior management, architects, merchandising managers, buyers, the visual merchandising director, designers, and staff is needed. Visual merchandising starts with the store building itself. The management then decides on the store design to reflect the products the store is going to sell and how to create a warm, friendly, and approachable atmosphere for its potential customers (Keller, K.L., 2003)20

There are eight key components of store design and visual merchandising: Image, Layout, Merchandise presentation, Signing and graphics, Display, Lighting, Floor, ceiling, fixtures and walls, Peripherals colors, music and video, smell and cleanliness Tools of Visual Merchandising: Windows, Focal point, High point, Promotional tables, Signages (Bloch, P. H., Brunel, F. F., & Arnold, T. J., 2003)5

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ROLE OF VISUAL MERCHANDISING ON CONSUMER BUYING BEHAVIOR Retail professionals display to make the shopping experience more comfortable, convenient and customer friendly by:

Making it easier for the shopper to locate the desired category and merchandise.

Making it easier for the shopper to self-select. Making it possible for the shopper to co-ordinate & accessorize. Informing about the latest fashion trends by highlighting them at strategic locations.

INFLUENCE OF VISUAL MERCHANDISING ON CONSUMER BUYING BEHAVIOR Consumer expects to spend less time for shopping and prefers one step multi brand retail formats and hence significance of visual merchandising is on increase. As per the opinion of Hemendra Mathur, senior consultant of KSA technopak based on the third annual consumer outlook study that the consumer is getting time saved and the time spent on shopping (both grocery and non grocery) has come down. Further the study reveals that visual merchandising helps in the increase of impulse buying.

Market analysts feel that most companies are unfortunately not spending as much time and money as they should on POS (point of sales) visual

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merchandising as a strategic tool for brand building, indiscriminately "displaying everything rather than displaying selectively and effectively to assist consumer in taking decisions. Visual merchandising is silent selling, it helps in increase of sales and projecting a required a brand image to the target audience.

STATUS OF VISUAL MERCHANDISING IN INDIA Unlike the western countries, where Visual merchandising receives highest priority in commercial planning of a product, the Indian industry understands and practice of the concept of Visual merchandising is inadequate. With phasing out of quantitative restrictions after the year 2004, the textile industry will have to compete purely on the competitive edge of the products and Visual merchandising will be a helpful tool in projecting the uniqueness of the products and thereby increasing the market access and sales. It is high time that the Indian textile and clothing industry, therefore, understands and adopts the scientific and professional system of Visual merchandising rather than the traditional practices of display of products and communication (McCracken, G., 1986)21

ROLE OF PRICING IN CREATING CONSUMER PERCEPTION Price sensitivity is an important aspect in the market today, as an average consumer would definitely prefer a product that is cheaper than a product which is above his budget. Although brand image comes into picture, but its the money quotient that plays the key factor in the consumer behavior. It is the pricing of the

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product that influences the consumer to go ahead and pick up a product that he desires (Richins, M. L., & Dawson, S, 1992)25

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. These forces give rise to three stages of purchasing: an information collection stage that focuses initially on low-risk, big brand names; a stage in which information collection continues but is extended to lesser-known brands; and a stage of information consolidation leading to preference for the brands that provide the greatest utility. The authors use a logic-mixture model with time-varying parameters to capture the choice dynamics of different consumer segments. The results show the importance of accounting for product experience and learning when studying the dynamic choice processes of consumers new to a market. Insights from this study can help marketers tailor their marketing activities as consumers gain purchasing experience (SimQes, C. & Dibb, S., 2001)28

A consumer has his own framework in his mind. He tries a new product keeping in mind two factors The consumers desire to collect information about alternatives Their aversion to trying risky ones.

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Thus when a consumer is new to the market he will definitely want to try out new products, which means risking and the other factor involves the information that he has collected from the market which lead to his brand preference. After experiencing different products only then will he be choosing a brand as per his want and preference (Snyder, M., & Gangestad, S., 1986) 29

IMPORTANCE OF PRICING IN CONSUMER BUYING BEHAVIOR When marketers talk about what they do as part of their responsibilities for marketing products, the tasks associated with setting price are often not at the top of the list. Marketers are much more likely to discuss their activities related to promotion, product development, market research and other tasks that are viewed as the more interesting and exciting parts of the job. (Reda, Susan, 2001)118

Yet pricing decisions can have important consequences for the marketing organization and the attention given by the marketer to pricing is just as important as the attention given to more recognizable marketing activities.

ROLE OF BRAND PREFERENCE AND BRAND IMAGE IN CONSUMER PERCEPTION People begin to develop perception at an early age. Various products exists in a market and consumers have a wide variety to choose from. Substitutes exist in

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large numbers. This is where brand preferance comes into play along with brand image (Shapiro, Benson, 2002)100

Comparatives are used between different brands to increase their sales or brand preference. This is because of various strategies pre decided and plans by the company. Pricing, promotional deals and product availability all have tremendous impact on the position of your brand in the consumers preference set. It takes time, however, and constant reevaluation to build positive perception which inturn leads to brand preference. (Neuborne, Ellen, 2003)102

INFLUENCE OF BRAND NAME ON CONSUMER BUYING BEHAVIOUR In the present developing and modern day world, consumerism has dominated all the aspects of life. The life in the society follows the pattern of the capitalist culture where the human values have a different measure, you are known by what you have not by what you are. This naturally leads to the life in a society where everyone wants to have a unique place in the society, by possessing the things which sets them apart from the rest of people in the society. In present society and living way, the Brands not only represent the symbol of the company or product but to a larger extent define the general life of a person. What the person uses can reflect his taste of life, his status in the society, his economic background and many other things. This makes a deep connection between the company and its brand, with the consumer. In this two way relation both are

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dependent on each other for various different reasons (Blatberg, Robert, Gary Getz, Jacquelyn Thomas, and Loan M. Steinauer, 2002)116

In todays time customers are very deeply connected to the brands. When they purchase any product like a car, mobile, items of daily need, brand name influence the consumers choice. Some customers purchase the specific branded things just due to the brand name. Customers believe that brand name is a symbol of quality. I found this interesting and wanted to find out whether brand name influences the consumer choice when they go for purchasing any product. I chose to for the specific product because this is one of the products which got my attention because of many reasons. Initially the car production was dominated by few companies and one or two countries. With the time, the market started to grow and once considered to be luxurious commodity, cars became a need rather than a choice. This increased the demand and with that many more companies entered the arena to have their share of profit and exploit the growing market. This made the companies to put more efforts and money to creating brand awareness of their product (Subramaniam, M., Venkatraman, N., 2001)74

INFLUENCE OF BRAND AMBASSODORS ON CONSUMER PERCEPTION When you recognise a chocolate bar as Dairy Milk and noodles as Maggi, you have made a contribution to a brand managers success by recognising the brands name that represents the product. If you can build a powerful brand, you will have a powerful marketing program. If you cant then all the advertising,

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fancy packaging, sales promotion and public relations in the world wont help you achieve your objective. (Aronson, E., Wilson, T.D. and Akert, R.M., 2005)76

The very first thing that strikes our mind when we hear the word fast food is either a pizza from Pizza Hut, burger from McDonalds. The same thing happens when we think of toothpaste, the first thing that strikes our mind is the brand Colgate or in soft drink as Coca- cola. These brand names are just fitted in our minds dictionary to represent the product itself; this is the basic goal where the brand management concept works.

Brand management consultant, Mr. Ritvik Motwani says, There is tough competition in the market nowadays, so if a particular brand has to survive in the market, it should be designed, packed and presented in such a way that a product carves a permanent niche in the consumers mind. Brand management is all about furnishing innovative and creating effective strategies and marketing techniques which may create a standing for the product during fierce market competition (Gupta, Monica, 2007)46

According to Mr. Ashish Bhasin, Director- IMAG Lintas, Brand management begins with the conceptualisation of any product; it requires teamwork with a perfect marketing plan that aims at a typical consumer segment. Besides this, we conduct a market survey in advance to get consumer reactions. Next, we establish brand identity in the market by communicating directly with the

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consumers on how the brand would satisfy them in terms of their requirements. This process is then developed with assertive promotions and campaigning using various media and non-media platforms. (Dwarika Prasad and Gandhi, Amrita V., 2007)53

Brand management requires planning, developing, and directing marketing strategies. It includes refining the brands quintessence; as a brand manager one should first identify the competitors brand building strategies and should be smart enough to face potential threats by the competitors before launching your companys product (Erdem, Oumlil and Tuncalp , 1999)66.

BRAND ORIENTATION The most important aspect behind the increased interest in strong brands is the accelerating pace of globalisation. This has resulted in an ever-tougher competitive situation on many markets. Product superiority is in itself no longer sufficient to guarantee its success. Brand orientation refers to the degree to which the organisation values brands and its practices are oriented towards building brand capabilities (Mukherjee A and Nishita Patel, 2005)59.

INFLUENCE OF BY BRAND AMBASSADORS ON DEVELOPING CONSUMER BUYING BEHAVIOUR According to Pooja Jain, Director, Luxor Writing Instruments Ltd (LWIL), Brand endorsement is a way to get your brand noticed in the market. Brand

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endorsement is possibly the best way to get the awareness rating of your brand up there in the stratosphere of a clutter-free terrain, and it totally depends on the celebrity whom you are appointing as brand ambassador for your brand. When we made Mr. Bachchan the brand ambassador for Parker the sales automatically went up 30 per cent. Luxor Writing Instruments Ltd has now renewed Mr. Bachchans contract and increased its annual ad spend by 30 per cent to touch Rs 10 crore this year. Parker now accounts for 40 per cent of our turnover, at Rs 150 crore (Sethi, R., Smith, D.C., Park, C.W., 2001)73.

R. B. Balki, Executive Creative Director, Lowe, says, Today corporations believe that celebrity endorsements are the easy way to create awareness for a particular brand in the mind of the consumer. It also depends on how well or how badly a brand uses the celebrity. Sometimes, a good brand uses a celebrity ineffectively, and there are times when a smaller brand does extremely well with good use of a celebrity endorser. It is not that the consumer gets tired or confused about the same star endorsing various products. If an ad film is told well with a differentiated story, it works. Or sometimes it doesnt.

BRAND AND ETHICS- ITS INFLUENCE ON CONSUMER PERCEPTION Elaine Giles, research executive, TNS World panel Fashion, said: With the recent bad publicity surrounding the factory conditions employed by some of the UKs leading clothing retailers, ethical fashion is high on the consumer agenda. Over the past few years we have watched consumers flock to the cheapest

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outlets on the high street, but increasing awareness of the potential cost to humanity for these bargains is hitting home. Some 7.1 million consumers say ethical issues are important to them but feel availability of such items is poor. This creates a great potential market for the clothes industry

(Bombeck, E., 1985)51.

Nearly half (45%) of Britains consumers do not believe the claims made by high street fashion stores about their ethical credentials, according to the latest findings from TNS World panel Fashion. Despite this skepticism towards retailers, TNS saw a significant rise in the number of shoppers appreciating the importance of ethical production in its annual ethical clothes report some 28.4 million consumers felt ethics were an important factor in their choice of clothing and footwear, equivalent to 59% of the population. (Pitts. R. E., & Woodside, A. G., 1983)24

Young consumers tend to be less cynical about retailers ethical claims, with only 34% doubting the legitimacy of ethical practices. However, under 25s are also the least likely to buy ethical fashion; whilst a significant 54% claim its important to them in theory, 6 in 10 admit they buy the clothes they want without caring how they are produced. Consumers aged over 55 are the most likely to consider ethical issues before purchasing, as well as being the most skeptical about claimed ethics, some 34% of older consumers will look at the country of origin before buying clothes (Sochis, George P., 1985)90

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Ethical issues are more critical to women than men: 63% of women say its an important consideration compared to 54% of men. In addition, women are more likely to be attracted to stores that promote ethical clothing and 32% of women say there are clothing brands or retailers they would never buy for ethical reasons. Consumers believe the most significant factor for an item to be considered ethical is that no sweatshops or child labor were involved in the production, with 70% of consumers saying this was very important. A fair price paid to the producer and no environmental damage caused were the second and third most important factors respectively. Shoppers rate the use of organic materials to be the least important factor in ethical wear, with just 15% of consumers saying this was very important (Kahle, L. R., 1983)19

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CHAPTER 3
STATEMENT OF PROBLEM, OBJECTIVES, HYPOTHESIS, RESEARCH METHODOLOGY

STATEMENT OF PROBLEM Consumers perception towards apparels can be viewed as an outcome that takes into account the cultural aspects as well as changes in preferences and tastes. The relationship between characteristics of both consumers and brands are becoming increasingly important marketing problems, particularly with characteristics such as materialism being a strong driver of acquiring and consuming specific types of brands. As such, this study focuses on examining the relationships between consumer characteristics, including gender, nationality and level of materialism with brand perception. Here it is stated that higher the preference for the brand, higher is the positive consumer perception which in turn reflects positive buying behavior. Purchase intention is explained with several variables: 1. Normative interpersonal influence, 2. Brand consciousness, 3. Perceived quality, and 4. Emotional value.

Consumers perceive brands as providing both emotional benefits (e.g. display of status, wealth and prestige) and utilitarian benefits (e.g. quality and low price). 53

Their brand perception may influence their intention to purchase the brand. The present study aims to determine the factors affecting Indian consumers' purchase intentions toward branded apparel that is available in their national market.

Apparel retail sector is a booming sector in present scenario. In the A type city like Mumbai more consumers prefer branded apparels. However, considering price factor and socio-cultural preferences as a determinant of the choices customer make during buying, this study is designed to understand the changing trend in the present apparel retail sector. The study is a pioneer study in the field of fashion as the literature available in this field is scanty. It will provide the demographic variation of the consumers for making choices for branded apparel. Also it will give an idea for the relationship between style and fashion being an indicator of personal satisfaction of the consumers.

Today, Consumer behavior has become increasingly a part of strategic planning for the future investment and growth of any industry. Retail industry or precisely to say apparel industry is no exception. Being most impulsive sector, apparel industry relies most on brand management and consumer perception for the brand. Although many national and international branded apparel companies are now playing in the market. Still the consumers for branded apparels are limited to higher section of the society. A process of penetration among upper middle class and middle class i.e. service sector of the society has started and more

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consumers now prefer branded apparels. Advertising and other brand management strategies has a significant role in the shift of paradigm.

With the rise in per capita income of the country, the quality of life is improving day by day. Apart from the basic amenities like food, water and shelter, people have now started thinking of the excellence of things they are subscribing thus becoming more and more brand conscious. They relate it with their personal achievements and personal satisfaction. Cost and Advertisement has an important role to play in this context. Now the question is with branded retailers on a rampage, who are the consumers i.e. which section of the society is showing a growth in the change of choices? What are the factors that affect the purchasing power of a consumer? How these choices vary along with age and gender? How far are these changing trends going to affect the economy of the country? This is a contemporary issue and need an in-depth inquiry of the subject. Present research is designed to delve into some of these issues so as to contribute the retail apparel sector with some data to make further decisions.

OBJECTIVES OF THE STUDY In the background of the discussions made above, the objectives of the present thesis may be summarized as under: 1. To study the consumer perception for branded/ unbranded Apparel. 2. To study the socio economic demography of the potential buyers of branded apparel. 55

3. To study the effect of pricing on the purchasing power of the consumers for branded apparels. 4. To understand the association between culture and consumer perception. 5. To study the impact of advertising on consumer perception. Here it is stated that the preference for the brand, higher is the positive consumer perception which in turn reflects positive buying behavior.

HYPOTHESIS OF THE STUDY To pursue the proposed study, the following hypotheses are framed and their validity is tested through research techniques: H01: Males do not prefer branded apparel more than female buyers. H11: Males prefer branded apparel more than female buyers. H02: Socio economic and cultural background of consumers does not have any impact on their perception. H22: Socio economic and cultural background of consumers has an impact on their perception. H03: Advertising and Sales Promotion does not have influence on Consumer Perception. H33: Advertising and Sales Promotion has an influence on Consumer Perception. H04: Price of branded apparel does not inhibit potential consumers from purchasing. 56

H44: Price of branded apparel inhibits potential consumers from purchasing. H05: There is no association between brand image and personal satisfaction. H55: There is an association between brand image and personal satisfaction.

SERIAL NO. 1

NULL HYPOTHESIS

ALTERNATE HYPOTHESIS prefer branded

Males do not prefer branded Males apparel buyers. more than

female apparel more than female buyers.

Socio economic and cultural Socio economic and cultural background of consumers background on has an of consumers on their

does not have any impact their perception. 3 Advertising Promotion influence Perception 4 and does on not

impact

perception. Sales Advertising and Sales

have Promotion has an influence

Consumer on Consumer Perception

Price of branded apparel does Price of branded apparel not inhibit potential consumers inhibits potential consumers from purchasing. from purchasing. association There image is an association

There between

is

no brand

and between brand image and personal satisfaction.

personal satisfaction.

57

RESEARCH METHODOLOGY To get a clear understanding of role of different marketing strategies in creating a brand and finally leading to purchase behavior, the following determinants have been studied in detail: 1. Advertising of the brand 2. Sales Promotion for the brand 3. Price of the brand 4. Image of the brand

All these factors including consumer perception have been studied with respect to various demographic factors such as: 1. Age 2. Gender 3. Education 4. Monthly family income 5. Place of stay

DATA COLLECTION The study is designed to collect the perception of consumers who would be stepping out of the retail stores of branded and unbranded apparels. The data has been collected through questionnaire. The study has been conducted in major markets in five major cities of India viz:

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1. Linking Road, Bandra, Mumbai 2. Abids Market, Hyderabad 3. Hazratganj, Lucknow 4. Ashok Raj Path, Patna 5. New Market, Bhopal

LINKING ROAD, BANDRA, MUMBAI Linking Road is a road which extends from Bandra Talkies to Shanti Ashram, Borivali in Mumbai. It is famous for its shopping. Many people come from all over Mumbai and outside to shop on Linking Road. One can find everything from international brands to clever fakes to cheap Chinese goods here. There is a mix of departmental stores, brand outlets, street-side carts and regular shops that sell mainly clothes and accessories. One can also find many restaurants and cafes dotted along the miles long stretch of this road. Though its official name has been Vitthalbhai Patel Marg for a very long time, everyone in Mumbai still prefers to call it Linking Road. The first 50 metres to the left is completely filled with little stalls selling ladies' shoes. Also on the same route are the stores: Scandal being the first on the right, then Metro, Adidas, etc among many others and clothes shops like Van Heusen. The first of 3 Adidas shoe shops is located here. Also, there are the Fila, Proline & Raymond showrooms. Beyond this, located are the Nike, Reebok showroom, Mufti showroom, Dockers showroom , Axis bank, Standard Chartered Bank, Louis Philippe, Citibank, Wills Lifestyle, Deutsche

59

Bank, a large Bennetton showroom, GKB Opticals spectacles show-room, an OSIM showroom, Lewis, Spykar etc. ABIDS MARKET, HYDERABAD Abids or Abid Shop is a major commercial center in Hyderabad. Abids is well known as the oldest and famous business area of Hyderabad. The area had a shop belonging to Albert Abid, a Jewish valet of Nizam VI of Hyderabad state, hence the area came to be known as Abid shop. A wide variety of businesses are located here. Today the whole area is one of the main shopping area and is known as Abid Road. Major businesses are textiles/clothing malls such as the Brand Factory, hotels, jewellery, and footwear stores such as the Hollywood etc. The area is a major business hub and has lots of hotels for travelers interested in the businesses that serve Hyderabad and several government departments. The area has shops for sarees, jewelry, and other special souvenirs. The area is ideal for shopping for women clothing, accessories, shoes and custom tailoring. HAZRATGANJ, LUCKNOW Hazratganj market is one among the popular shopping areas in the city that reflects a classy look with lots of high class shops. Almost all major consumer merchandises in India have their outlets in Hazratganj. From automotives to antiques to jewellery stores, this market puts forth full of options before the shopper. One can find an array of Handloom houses that sells Lucknow Chikan material along with other hand made articles. The British Council Library, Wave, PVR movie theaters, Fun Cinemas and Sahara Ganj are the major crowd pullers in the market. Shopping buffs can cherish a good enjoyable time in purchasing

60

various things and while on shopping shed your inhibitions and try to be a good bargainer. A place where numerous textiles and food courts and other complexes where one would be provided with almost everything under a single roof is a worthy for a stride.

ASHOK RAJ PATH, PATNA The 'hub' of the new Patna is at Gandhi Maidan. The main market area is Ashok Raj Path which starts from Gandhi Maidan and Dak Bungalow Crossing and Bailey Road besides Frazer Road, Exhibition Road, Boring Road, and Boring Canal Road that offer some of the most swanky shopping experiences in the city. NEW MARKET, BHOPAL New Market is in the heart of the capital and in just a circle of less than 1 sq km, it has hundreds of shops that sell pin to aeroplane, as the idiom goes. One can stand for hours at the Top N Town and watch the world around. One can have food at Hakeem, a great non-veg hotel where the real mughlai taste beckons you. The bustling market, the subzi mandi, the huge temple and a big mosque all make this tiny market a perfect place. Apart from this, one can get the pulse of the city here. The shops in New Market include Classic Mens Wear, Zodiac Shop, Madhya Bharat House and Mrignayani Emporium.

RESEARCH TOOL USED The data has been collected through questionnaire. Data was collected from 1500 respondents, viz. 350 from Mumbai, 350 from Hyderabad, 300 from

61

Lucknow, 300 from Patna and 200 from Bhopal.

Final

number

of

filled

in

questionnaires which were valid was 1237 out of which 1200 questionnaires were selected. These questionnaires were selected on random basis. The number of valid filled in questionnaires selected for the study from various cities are 288 from Mumbai, 276 from Hyderabad, 251 from Lucknow, 243 from Patna and 142 from Bhopal.

The present research is designed to use quantitative data collection for ascertaining the perception, views and attitudes of customers in apparel retail sector. The demographic profile of the respondents includes age, gender and socio- economic background. After designing the questionnaire, a pilot testing was conducted on a sample size of 100 respondents selecting the respondents from each of the five places involved in research.

SAMPLING METHOD Sampling method involved is Stratified random sampling method. It is a method of sampling, which involves the division of a population into smaller groups, known as strata based on their members sharing a specific attribute or characteristic. A random sample from each stratum is taken, in a number proportional to the stratum's size when compared to the population. In the present study, the stratums are the five different markets chosen in five different cities. In these markets, the respondents have been chosen on random basis.

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DATA PROCESSING AND ANALYSIS After the data collection, all the questionnaires were scrutinised to ensure, accuracy and completeness and 1237 filled in questionnaires were finalised out of which 1200 questionnaires were put for analysis and these were selected on random basis. The data was entered in SPSS software package and analysed on various demographic parameters through a method of cross tabulation. It was further used to look into the association of various factors. CASE STUDIES Case studies lend themselves to both generating and testing hypotheses. With this end in view, studies of various cases in the field of consumer perception and product branding has been done in the present research work. Out of these case studies, ten case studies were selected for presentation in this thesis (Annexure). These ten case studies pertain to the most trusted and respected brands in the field of apparel retailing and thus are most pertinent for writing in this thesis.

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CHAPTER 4 PROFILE OF THE RESPONDENTS TO SEEK IMPACT OF CONSUMER PERCEPTION

To get a clear understanding of role of different factors and marketing strategies in creating a brand and finally effecting consumer perception and consumer behaviour, various factors such as Advertising of the brand, Sales Promotion for the brand, Price of the brand and Image of the brand have been studied with respect to various demographic factors such as Age, Gender, Education, Monthly family income and Place of stay of the respondents.

The data has been collected through questionnaire. The study has been conducted in five major cities of India, viz. Mumbai, Hyderabad, Lucknow, Patna and Bhopal. Initially, data was collected from 1500 respondents. Final number of filled in questionnaires which were valid was 1237 out of which 1200 questionnaires were selected. These questionnaires were selected on random basis. The data was entered in SPSS software package and analysed on various demographic parameters through a method of cross tabulation.

The data, thus collected, collated and analysed, has been presented in the present thesis in tabular form in the Annexure. Corresponding Figures of the respective Tables are given with the similar numbers in the Chapters that follow from here. 64

Figure 1: Gender-wise composition of the respondents

Of the 1200 respondents studied, 639 were males and 561 were females, i.e. 53.25% of the respondents were male and 46.75% of the respondents were female. During the stage of data collection itself, attempt was made to keep the gender profile of the respondents such as to depict as close as possible the sex ratio in India which is 933 females per 1000 males, i.e. nearly 48% of Indian population consists of females and nearly 52% of Indians are male. Thus, the present study is in line with sex ration in India and in that sense the present study is gender neutral so far as Indian consumers are concerned. The respondents came from all the strata in society, be it be students, housewives, self-emplyed, government servants or people working in private corporate or non-corporate sectors.

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Figure 2: Age-wise composition of the respondents

As regards present study, the age profile of the respondents was divided into five groups, viz. 15-20 years, 20-30 years, 30-40 years, 40-50 years and 50-above. This distribution of age profile was chosen after a thorough review of the literature on the subject matter. Thinking logically also, this distribution appears appropriate as the fashion preferences are generally considered to be fluctuating after nearly a span of 10 years. Also, fashion preferences are considered taking their foot in ones life by the age of 15 years and the fashion preferences in general are considered to be static above the age of 50 years. Of the 1200 respondents studied, nearly a quarter of the respondents belonged to the most fashion conscious age group, i.e. 20-30 years followed by the age group of 30-40 years, which again is a very important age group as regards fashion consciousness is concerned. 66

Figure 3: Qualification-wise composition of the respondents

In the above chart, SSC means class of X, HSC means class of XII, NPG means non-professional graduates, NPPG means non-professional post-graduate and above and PG means professional graduate and above. Since the data was collected in very good and upcoming markets in the respective cities, it was quite natural that all the respondents were having some bare minimum qualification as a Graduate Degree. However, nearly 33% of the respondents were not Graduates but this section, more often than not, consisted of students who are still to complete their formal education. Naturally this college-goer section is very fashion conscious and the respondents were in all probability more than 15 years of age, so they were very important for the study. The Graduates consisted of nearly 20% of the respondents and were generally housewives. The PostGraduates and the Professional Degree holders generally consisted of incomeearning class, whether male or female. 67

Figure 4: Income-wise composition of the respondents

The respondents were asked about the family income per month. The idea was to identify them on the basis of purchasing power of the household as money is a major factor which Indian consumers have been found to be sensitive about while shopping for apparels. Due to increasing affluence in the Indian society, majority of the respondents, i.e. 23% were found to belong to the segment of more than Rs. 50,000 as their family income per month. In accordance with the similar reasoning, the percentage of respondents decreased with the decrease in family income per month. The segment having family income per month between Rs. 10,000 to Rs. 20,000 had the lowest percentage of respondents, i.e. nearly 16%.

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Figure 5: City-wise composition of the respondents

The study was done in five major markets in the five important Indian cities. The study was planned in such a way that the total population of the respective cities may have some bearing on the sample size of the present study. Accordingly, initially, data was collected from 1500 respondents with segmentation of 350 from Mumbai, 350 from Hyderabad, 300 from Lucknow, 300 from Patna and 200 from Bhopal. After sorting out of invalid filled-in questionnaires, the final figure was such that Mumbai comprised of 24% of the respondents, Hyderabad comprised of 23% of the respondents, Lucknow comprised of nearly 21% of the respondents, Patna comprised of nearly 20% of the respondents and Bhopal comprised of nearly 12% of the respondents.

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CHAPTER 5
INFLUENCE OF SOCIO ECONOMIC AND CULTURAL BACKGROUND IN CREATING CONSUMER PERCEPTION

The apparel related events like fashion shows are promoted by the presence of celebrities and socialites who actually contribute to the making of the particular brand. In the events we generally notice that the people who are from higher section of the society, are seated on the front rows of a fashion show or any other big social event. Though sometimes the product does not necessarily fulfill a need, they create desire and emotion. So these products are generally preferred by this particular sect. Therefore brand preference occurs. Sociocultural variables like patriotism, ethnicity, socioeconomic status, father absence, and family size play an important role in developing positive perception of the consumers.

The markets today are overflowing with multiple choices but the consumer takes his pick according to his financial capacity. The size of the dent in his pocket makes him prioritize his needs. For example: Inspite of there being number of shampoos in the market, an average middle class family chooses to buy sunsilk because it fits into their monthly budget. Thus, brand preference depends on the monetary capability of the consumer. Usually a product and its brand image also signify the social status of its consumer.

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Figure 6: While shopping for apparels, I prefer branded apparels than unbranded apparels (Gender-wise analysis)

To begin with, the respondents were asked about their preference, indifference or non preference for branded apparels while shopping for apparels. More than 80% of the respondents were found agreeing or strongly agreeing that while shopping for apparels, they prefer branded apparels to unbranded apparels. It has also been found that male respondents prefer branded apparels to unbranded apparels more in comparison to the female respondents. However, this difference is only of nearly 2%. As against this only nearly 15% of the respondents do not prefer branded apparels than unbranded apparels. A very insignificant percentage of respondents, i.e. nearly 1% of the respondents were undecided whether they prefer or do not prefer branded apparels than unbranded apparels. 71

Figure 7: While shopping for apparels, I prefer branded apparels than unbranded apparels (Age-wise analysis)

The preference for branded apparels than unbranded apparels has also been analysed agewise for the respondents. It is observed that the respondents in the highest age group of 50 and above have the greatest preference for branded apparels than unbranded apparels and this preference reduces with the reduction in the age groups. This is quite logical as with the increase in age, persons` liking for sophistication increases which is also accompanied with the increase in purchasing power of the consumers with increase in age. In contrast, the younger generation is more concerned about the fashion trends and the iconic resemblances which often may not be possible to achieve with the branded apparels. Thus, this younger generation has a lesser preference for branded apparels than unbranded apparels as compared to the older generation.

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Figure 8: While shopping for apparels, I prefer branded apparels than unbranded apparels (Qualification-wise analysis)

As regards qualification wise analysis of preference for branded apparels than unbranded apparels, it is observed that nearly 91% of the respondents in the category of professional graduates and above have preference for branded apparels than unbranded apparels, which again reduces with the reduction in academic achievement of the respondents. Here again two reasons may be cited for this observed behaviour of the respondents. Firstly, the age group to which the respondents may belong may be the reason for such observation. As quoted earlier, the respondents in the category of SSC and HSC are mostly students, whereas the respondents in the other three categories are either housewives or the working class. Secondly, as corollary to the first reason, the respondents in the last three categories are generally grownups and earning class, therefore they have the purchasing power for branded apparels.

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Figure 9: While shopping for apparels, I prefer branded apparels than unbranded apparels (Family Income-wise analysis)

Family income wise analysis of preference for branded apparels than unbranded apparels shows very similar results. Higher the family income, higher is the preference for branded apparels. While 74% of the respondents in the family income category of Rs. 10000- Rs. 20000 prefer branded apparels than unbranded apparels, this figure is 80% for the income category of Rs. 20000- Rs. 30000, 83% for the income category of Rs. 30000- Rs. 40000, 84% for the income category of Rs. 40000- Rs. 50000 and 88% for the income category of more than Rs. 50000. This is quite logical as greater the purchasing power, greater is the ability to prefer branded apparels. Nevertheless, the consumers across all the income categories prefer branded apparels in a far greater proportion than unbranded apparels. This opens a floodgate of opportunities for the apparel retail companies as they have a huge consumer base waiting to buy their brands if their prices suit their pockets. 74

Figure 10: While shopping for apparels, I prefer branded apparels than unbranded apparels (City-wise analysis)

In the city wise analysis of preference for branded apparels than unbranded apparels, Mumbai has stolen the show. More than 90% of the respondents in Mumbai prefer branded apparels than unbranded apparels. Quite similar is the trend in Hyderabad. Lucknow is also not very far behind, though Patna has not shown that much preference for branded apparels. However, Bhopal has given very astonishing results where only a little more than half of the respondents have shown preference for branded apparels. It may be cited here that Mumbai is the fashion capital of the country and so preference for branded apparels. Without doubt, the purchasing power of the respondents is much higher in Mumbai than in Patna and Bhopal, thus the preference for branded apparels. Also, the working class in Mumbai and Hyderabad are generally professionals and also includes a good number of working women. This again may be the reason for higher preference for branded apparels in Mumbai and Hyderabad. 75

Figure 11: While shopping for branded apparels, I have preference for a specific brand (Gender-wise analysis)

The respondents were next asked whether, while shopping for branded apparels, they have preference for a specific brand. In all nearly half of the respondents have preference for a specific brand, while the other half are either indifferent or they don`t have preference for a specific brand. Thus, as seen in figure 6, while nearly 80% of the respondents have preference for branded apparels than unbranded apparels, only 50% have preference for a specific brand. Thus, it may be said that though the branded apparel industry may not have very big competition from the unbranded apparel industry, the players within the branded apparel industry face tough competition as a good number of consumers may show fickle buying behaviour in shopping for branded apparels. It is also observed that female respondents are more fickle as compared to male respondents as regards preference for a specific brand is concerned while shopping for branded apparels. 76

Figure 12: While shopping for branded apparels, I have preference for a specific brand (Age-wise analysis)

The similar analysis as regards preference for a specific brand has been done age wise. It is observed that the older generation is more specific about a particular brand while shopping for branded apparels, whereas a very little percentage of younger generation has such liking for a specific apparel brand. This again is very logical considering the high fashion consciousness among the younger generation and the degenerating fashion consciousness among the older generation. In contrast, the middle aged people in the age group of 30 to 40 years are more logical in their choice for a specific apparel brand as nearly 50% of such people do have preference for a specific brand, while the other half do not have preference for a specific brand while shopping for branded apparels. 77

Figure 13: While shopping for branded apparels, I have preference for a specific brand (Qualification-wise analysis)

In the qualification wise analysis of preference for a specific brand, it is observer that nearly 76% of the respondents belonging to the category of professional graduates prefer a specific brand, while a very little percentage of only 17% of the respondents in the lowest qualification category prefer a specific brand. As seen in figure 8, while 71% of the respondents in the SSC category prefer branded apparels, only 17% of them have preference for a specific brand. This poses both a challenge as well as an opportunity for those players who basically deal into the ultra fashionable apparels for the youth. This behaviour of the younger generation may have again the same reason that being the most fashion conscious section of the society, they are more inclined towards acquiring the latest trend in fashion and that makes them fickle towards preference for a specific brand. 78

Figure 14: While shopping for branded apparels, I have preference for a specific brand (Family Income-wise analysis)

With regard to family income wise analysis of preference for a specific apparel brand, it is observer that greater the family income, greater is this preference for a specific apparel brand. It is also observed that, as seen in figure 9, while nearly 74% of the respondents in the least income category of Rs. 10,000 to Rs. 20,000 prefer branded apparels than unbranded apparels, only 17% of respondents in this category have preference for a specific brand. Thus, it may be said that this category wants to have branded apparels in their wardrobe, still owing to budgetary constraints they may not be able to show their preference for a specific brand and may be buying that branded apparel which may not make a dent in their pockets. In contrast, naturally enough, the well of section having huge incomes may afford costly brands and therefore they show preference for a specific brand, though a little costlier it may be. 79

Chart 15: While shopping for branded apparels, I have preference for a specific brand (City-wise analysis)

Now for city wise analysis of preference for a specific brand, it was found that the fashion capital of India i.e. Mumbai has the highest preference for specific brands, whereas Bhopal has the least preference for specific brands. However, it is also observed across the five cities that though people generally prefer branded apparels than unbranded apparels, they are generally fickle for specific brands. This again poses a challenge for the players in the branded apparel retail sector. The players may not feel satisfied with good sales and revenues during some quarters or years as this may not become a trend and even the loyal consumers may switch their loyalty towards their preferred brands. There may be a variety of reasons for such switching of the loyalties by the consumers, which would be seen in the discussions which will follow.

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Figure 16: My brand preference is influenced more by my self opinion rather than the opinion of my family members (Gender-wise analysis)

The next question that was posed to the respondents pertains to influences exerted by the family members in brand preference of the respondents. It has been found that in only 50% of the cases, the brand preference of the respondents is influenced by his/her self opinion rather than the opinion of his/her family members. This is quite in line with the so called familial affiliations in the Indian society. This is even more visible when we see that in case of female respondents, only 43% are influenced by their self opinion rather than the opinion of family members, whereas nearly 50% of the male respondents are influenced more by the opinion of the family members rather than their self opinion. Here naturally, as is thought, even in the purchase of apparels, the female section of the society seeks a greater role for the husband, children and other family members. 81

Figure 17: My brand preference is influenced more by my self opinion rather than the opinion of my family members (Age-wise analysis)

In the agewise analysis of the influences on brand preferences, it is observed that the middle aged people in the age group of 30 to 40 years are the most family oriented as regards their purchase of branded apparels is concerned. The two extremes in the five age groups are observed to be most self centered as regards their purchase of branded apparels is concerned. This behaviour may be due to the fact that the middle aged people are new in their newly formed family setup, i.e. wife and children, and so appear to have a greater affinity towards the family members, which gets exhibited in their influence on brand preference which is more by the family members than by self opinion. In contrast, the lowest age group of 15 to 20 years is generally college goers who start giving more importance to their self opinion and the opinion of their peer group and not to the opinion of their family members. The highest age group of 50 years and above are in such age bracket that family members may not be in a position to say much as regards their brand preference is concerned 82

Figure 18: My brand preference is influenced more by my self opinion rather than the opinion of my family members (Qualification-wise analysis)

As regards qualification wise analysis of the influences on brand preferences, it is observed that the most educated are most self centered and are influenced more by their self opinion than by the opinion of their family members. In contrast, the moderately educated and the matured category of non professional post graduate and above are least influenced by their self opinion and most by the opinion of their family members. Quite similar is the attitude of the least educated class of SSC qualified respondents. This may be due to the fact that they are still under the strict guidance and influence of their parents and so may not be able to make their preference for brands in aloofness of the influence of their family members. In contrast, just the next higher category of HSC qualifies respondents, show self centeredness as regards the influence on their brand preference. This again may be due to the fact that they are in such age bracket that they consider their self opinion and the opinion of their peer group more important. 83

Figure 19: My brand preference is influenced more by my self opinion rather than the opinion of my family members (Family Income-wise analysis)

In the family income wise analysis of influence on brand preference, it is observed that higher the income, higher is the self centric attitude and vice versa. This again may have few reasons. As regards the highest income bracket of more than Rs. 50,000 per month, the family has very good purchasing power and each individual member in the family is in a position to ascertain his/her self opinion with regard to purchase of his/her branded apparels. In contrast, the families in the lowest income bracket of Rs. 10,000 to Rs. 20,000 have very less disposable income in their hand and so the family as a group has to decide the brand preference and so the role of self opinion is diminished. Also, as per the Indian ethos, the more money makes a man selfish and the less money teaches him to share the bonding with the society and the family. 84

Figure 20: My brand preference is influenced more by my self opinion rather than the opinion of my family members (City-wise analysis)

In the city wise analysis of influences on brand preference, it is observed that Mumbaikars are most self centered and are followed by people from Hyderabad, Lucknow, Patna and Bhopal, in that order. As is said, Mumbai is a place for earning and spending. The people in Mumbai, therefore, are more concerned with their earning and spending and so give less importance to opinion of family members. Also, there is a huge migrated population in Mumbai, which is devoid of any immediate family members at their place of stay. There is, therefore, not much probability for the opinion of family members in such cases. Also, as is said, the people from smaller cities are more family oriented in contrast with the people from bigger cities like Mumbai and Hyderabad. However, this argument may be largely open to the sociologists for their discussion as they may differ widely on the subject. 85

Figure 21: My brand preference is also influenced demonstratively by my peer group (Gender-wise analysis)

The next question posed to the respondents was how effectively their brand preference was influenced demonstratively by their peer groups. In all, nearly three quarters of the respondents agreed that their brand preference is influenced demonstratively by their friends, colleagues, co workers, i.e. their peer group. Here, the female respondents were a little ahead than their male counterparts by difference of nearly 5%. As is supposed, females are more concerned about their prestige and outlook as regards their apparels are concerned. No doubt then, they try to keep up with the members of their peer group and as such their apparel buying behaviour is influenced by their peer group. As seen in figure 16, nearly half of the female respondents are influenced by the opinion of their family members and now it is also seen that nearly 76% are also influenced by their peer group. 86

Figure 22: My brand preference is also influenced demonstratively by my peer group (Age-wise analysis)

As regards age wise analysis of the influence of peer group on brand preference of the respondents, a clear trend is visible. Lesser is the age of the respondent, greater is the influence of his/her peer group on the brand preference. This behaviour of the respondents is quite natural. The younger generation is hyper fashion conscious and for most part of the day likes to be in the company of friends and classmates. With the increase in age this circle of friends and colleagues gets narrower as the respondents become mature and have their immediate family members to take care of. Also, with maturity, the respondents gain confidence in their dressing sense and taste and so their dependence on their peer group for their brand preference gets reduced. 87

Figure 23: My brand preference is also influenced demonstratively by my peer group (Qualification-wise analysis)

Regarding qualification wise analysis of influence of the peer group on brand preference of the respondents, it is seen that nearly three quarters of the respondents in all but one segment say that their brand preference is influenced demonstratively by their peer group. It is observed that the category of professional graduates and above has a greater sense of confidence in their preferences for apparel buying and that only 67% of the respondents in this category agree on the influence of their peer group on their brand preference. This segment of respondents has a greater amount of responsibilities at their workplace which naturally increases their confidence level and which is visible in their apparel buying behaviour also. As regards non professional graduates, post graduates and above, they have a little less confidence on themselves and so greater is the influence of peer group on their brand preference. 88

Figure 24: My brand preference is also influenced demonstratively by my peer group (Family Income-wise analysis)

Family income wise analysis on the influence of peer group on the preference was then made. Quite surprisingly, it is observed that in all but one categories, greater the family income greater is the influence of the peer group. It may be due to the fact that greater the income, greater is the capacity of the respondents to replicate brand preference of their peer group which may also include the people belonging to the higher strata of the income class. However, the last group of family income more than Rs. 50,000 is very well of section of the society which depends more on their own taste and preferences and are not that much influenced by their peer group. However, it is also observer that even this group has a greater influence of peer group on their brand preference as compared to the lowest strata of income class i.e. Rs. 10,000 to Rs. 20,000. Naturally, the lower purchasing power is the key factor. 89

Figure 25: My brand preference is also influenced demonstratively by my peer group (City-wise analysis)

With regard to city wise analysis of influence of the peer group on brand preference of the respondents, it is observed that greater the development of the city, greater is the influence of peer group on brand preference for the respondents. Mumbai is the fashion capital of the country and so its residents cannot lag behind their friends and colleagues in keeping themselves in the most fashionable apparels. As such, there is a race for fashion among Mumbaikars. Also, Mumbaikars have better purchasing power than the other four cities and so they can afford to be a part of the fashion race. In contrast, the residents of Bhopal which has the least per capita income among the five cities are not that rich enough and so cannot afford to copy the members of the peer group just for the sake of it. Moreover, as sociologists say, the people in smaller cities have satiable desires and so may not become part of the fashion race as was evident among residents in Mumbai. 90

Figure 26: My reasons for the brand preference (Gender-wise analysis)

The next question before the respondents pertained to the reasons for their apparel brand preference. The respondents were asked to rate four factors which affect brand preference in a scale of 1 to 4. It is observed that good image of the brand is by and large the most prominent factor for brand preference. This is followed by good advertising for the brand, good sales for the brand and value for money vis--vis price of the brand, in that order. It is further observed that the same pattern of factors for brand preference is visible among male respondents. However, female respondents exhibit nearly opposite order for these factors. For them value for money vis--vis price of the brand is the most important factor for brand preference which is followed by good sales promotion for the brand, good image of the brand and good advertising for the brand in that order. Naturally then, for male respondents, image is the most important factor, whereas for female respondents, price of the apparel is most important factor. 91

Figure 27: My reasons for the brand preference (Age-wise analysis)

As regards age wise analysis of the reasons for brand preference, it is observed that good advertising for the brand is the more important factor for the age group of 15 to 20 years and the importance reduces with increase in age of the respondents. Regarding good sales promotion for the brand, this factor is more important for the middle aged groups of 20 to 30 years, 30 to 40 years and 40 to 50 years. The price of the apparel is more important for the matured age group of 30 to 40 years and the importance reduces with the increase or decrease in ages. Good image of the brand has a very clear pattern and its importance increases with increase in age. In all, for the lowest age group of 15 to 20 years, advertising is the most important factor for brand preference, for 20 to 30 years and 30 to 40 years, it is again advertising, for the senior age groups of 40 to 50 years and 50 years and above, it is good image of the brand.

92

Figure 28: My reasons for the brand preference (Qualification-wise analysis)

Regarding qualification wise analysis of the reasons for brand preference, it is observer that lesser the qualification greater is the importance of advertising and price of the apparel. In contrast, lesser is the qualification, lesser is the importance of sales promotion and image of the brand. In another way, it is observed that the youth comprising the students give more importance to advertising and price of the brand. The average qualified non professional graduates, post graduates and above give more importance to advertising and sales promotion. Similarly, professional graduates also give more importance to advertising and sale promotion. However, it is observed that by and large, across all the academic categories, good image of the brand is most important factor for brand preference. It is also observed that by and large, across most of the academic categories, value for money vis--vis price of the brand is the least important factor for brand preference. 93

Figure 29: My reasons for the brand preference (Family Income-wise analysis)

The reasons for brand preference were also analysed family income wise. It is observed that greater is the family income, greater is the importance for advertising and image of the brand. In contrast, lesser is the family income, greater is the importance of sales promotion and price of the brand. In another way it is observed that for the lowest family income groups of Rs. 10,000-Rs. 20,000 and Rs. 20,000-Rs. 30,000, sales promotion for the brand and price of the brand play the most important factors. In contrast for the other three higher income brackets, advertising for the brand and image of the brand are most crucial factors. Thus, it may be said that for the companies bringing out the lower range of apparels should focus more on the value of money for their products and should try to rely more on good sales promotion techniques for the apparels. In contrast, companies bringing out the higher range of apparels should focus more on improving image of their brands through good advertising. 94

Figure 30: My reasons for the brand preference (City-wise analysis)

As regards city wise analysis of the reasons for brand preference it is observed that the results are more or less in line with family income analysis as done in figure 29. Except Bhopal, all the other four cities give more importance to advertising and image of the brand. In contrast, Bhopal has more importance for sales promotion and price of the brand. In all, among the five cities, good advertising for the brand is given most importance by Mumbai. Among all the five cities, good sales promotion for the brand is given most importance by Bhopal. Among all the five cities price of the brand is given most importance again by Bhopal. Among all the five cities, good image of the brand is given most importance by Mumbai. An interesting observation is that Patna exhibits the most balanced approach towards factors of brand preference. The city has given nearly equal importance i.e. 25% to all the four factors of brand preference.

95

CHAPTER 6
INFLUENCE OF ADVERTISING IN CREATING CONSUMER PERCEPTION

Marketing is defined as an activity an organization engages in to facilitate an exchange between itself and its customers/clients. Advertising is one type of marketing activity. Advertising is a type of marketing activity central to the marketing of the US food supply. The US food system is the second largest advertiser in the American economy (the first being the automotive industry) and is a leading buyer of television, newspaper, magazine, billboard, and radio advertisements.

The heavy marketing directed towards youth, especially young children, appears to be driven largely by the desire to develop and build brand

awareness/recognition, brand preference and brand loyalty. Marketers believe that brand preference begins before purchase behavior does. Brand preference in children appears to be related to two major factors: 1) children's positive experiences with a brand, and 2) parents liking that brand. Thus, marketers are intensifying their efforts to develop brand relationships with young consumers, beginning when they are toddlers. Marketers know that toddlers and preschool children have considerable purchase influence and can successfully negotiate purchases through what marketers term the "nag factor" or "pester power". 96

Figure 31: My brand preference is effected by the advertising of the brand (Gender-wise analysis)

As regards advertising, the respondents were asked about the effectiveness of advertising of the brand on their brand preference. It is observed that nearly 25% of the respondents have replied that advertising is extremely effective in brand preference, another nearly 25% have replied that advertising is very effective in brand preference and yet another nearly 25% have replied that advertising is effective in brand preference. Nearly 20% of the respondents have replied that advertising is somewhat effective in brand preference. Thus, in all, nearly 95% of the respondents believe that advertising is an effective medium of creating brand preference among consumers. Quite similar are the replies of both the male and female respondents. However, a cursory look at the table 31 in the annexure shows that male respondents are more effected by the advertising than their female counterparts. 97

Figure 32: My brand preference is effected by the advertising of the brand (Age-wise analysis)

Age wise analysis of the effectiveness of advertising on brand preference was also done. It is observed that lesser the age of the respondents, greater is the effectiveness of advertising on brand preference and this effectiveness reduces, but not very much, with increase in age. Only nearly four percent of the respondents in the three age groups of 15-20 years, 20-30 years and 30-40 years do not feel that advertising is very effective in creating brand preference. As against this, nearly 5% of the respondents in the age group of 40-50 years and nearly 8% of the respondents in the age group of 50 years and above do not feel that advertising is very effective in creating brand preference. This analysis clearly shows that higher the age group, higher is the adamancy of the consumers as regards their brand preference and even good advertising may not be that effective for the age group of 50 years and above. 98

Figure 33: My brand preference is effected by the advertising of the brand (Qualification-wise analysis)

As regards qualification wise analysis of effectiveness of advertising on brand preference, it is observer that lesser the academic achievement greater is the effectiveness of advertising on brand preference. Nearly 4% of the respondents in the category of SSC and HSC reply that advertising is not very effective medium of creating brand preference. As against this, nearly 5% of the respondents in the three higher categories of academic qualifications do not believe that advertising is very effective in brand preference. However, it is observed that this difference is only of nearly 1% and that nearly 95-96% of the respondents in all the five categories of academic qualification believe in effectiveness of advertising in creating brand preference. It is also observed that the highest qualified professional graduates and above are most emphatic in recognising the extreme effectiveness of advertising on brand preference. 99

Figure 34: My brand preference is effected by the advertising of the brand (Family Income-wise analysis)

Regarding family income wise analysis of effectiveness of advertising on brand preference, it is observed that the higher the income level, higher is the effectiveness of adverting on brand preference. Whereas, nearly 7% of the respondents in the income bracket of Rs. 10,000-Rs. 20,000 believe that advertising is not very effective medium of brand preference, this figure is nearly 5% of the respondents in the two next higher categories of Rs. 20,000 to Rs. 30,000 and Rs. 30,000- Rs. 40,000. Further this figure is only nearly 4% and 3% for the income categories of Rs. 40,000-Rs. 50,000 and Rs. 50,000 and above, respectively. The response of the various income categories is quite obvious. The lower income categories cannot afford to prefer those brands whose advertising expenditures are very high and therefore are a bit expensive. On the other hand, the highest income class of Rs. 50,000 and above is more image conscious and therefore prefer brands having good advertising. 100

Figure 35: My brand preference is effected by the advertising of the brand (City-wise analysis)

As regards city wise analysis of the effectiveness of advertising on brand preference, the results are quite as expected. The fashion capital of Mumbai gives nearly 98% to the effectiveness of advertising on brand preference. This figure is nearly 96% for Hyderabad, 95% for Lucknow and Patna and 91% for Bhopal. Also, Mumbaikars are very emphatic in judging extreme effectiveness of advertising on brand preference and this figure is nearly 35% in Mumbai. As against this, this figure is only 7% in Bhopal. Not to say, the people in Bhopal are more dependent on their income levels and their purchasing power and so do not get that much lured by advertising of the brands. In contrast, Mumbaikars are more involved in show-offs and therefore may be more lured by advertising as compared to other four cities.

101

Figure 36: My brand preference is effected by the following media of advertising (Gender-wise analysis)

The next question posed before the respondents pertained to the effectiveness of five mediums of advertising on brand preference. These five mediums are, firstly, outdoor advertising which includes billboard, signage, etc., secondly, print media, thirdly, electronic meda, fourthly, web advertising and fifthly, SMS and telecalling. The respondents were asked to rank the five mediums of advertising on a scale of 1-5. It is observed that nearly a quarter of the respondents selected electronic media as the most effective medium of advertising having bearing on brand preference. This was followed by print media, outdoor advertising, SMS and telecalling and web advertising, in that order. Quite similar trend was observed in the replies by the female respondents. However, as regards male respondents, it is observed that they have an equal liking for electronic media and print media which is followed by outdoor advertising, web advertising and SMS and telecalling, in that order. 102

Figure 37: My brand preference is effected by the following media of advertising (Age-wise analysis)

Age wise analysis of the effectiveness of the five mediums of advertising on brand preference has also been done. It is observed that the five mediums have totally different effectiveness on brand preference of the five age groups. As regards the youngest age group of 15-20 years, it is observed that the greatest effectiveness is by electronic media followed by SMS and telecalling, web advertising, print media and outdoor advertising. As regards the second category of 20-30 years, the greatest effectiveness is by electronic media followed by SMS and telecalling, print media, web advertising and outdoor advertising. The third category of 30-40 years show greatest effectiveness by electronic media followed by outdoor advertising, print media, SMS and telecalling and web advertising. The highest two age categories show greatest preference for print media and outdoor advertising and least by web advertising and SMS and telecalling. 103

Figure 38: My brand preference is effected by the following media of advertising (Qualification-wise analysis)

For the qualification wise analysis, it is observed that the lowest academic category of SSC and HSC have highest inclination for electronic media followed by SMS and telecalling, web advertising, outdoor advertising and print media, in that order. As regards the other three higher categories of academic qualification, it is observed that the highest inclination is towards print media followed by electronic media, outdoor advertising, SMS and telecalling and web advertising, in that order. Thus, whereas the student population of SSC and HSC do not consider print media important for brand preference, it is the most important medium of advertising as regards the other three higher categories of academic qualification. The results show that the life style of the younger generation and also the older generation have great bearing on effectiveness of the respective mediums of advertising in brand preference of consumers. 104

Figure 39: My brand preference is effected by the following media of advertising (Family Income-wise analysis)

Regarding family income wise analysis of the effectiveness of the five mediums of advertising on creation of brand preference, it is seen that while the lower income groups have liking for outdoor advertising and print media, the higher income groups prefer electronic media and SMS and telecalling. It is observed that the income groups have basically liking for those mediums of advertising which they can easily afford without making dent on their pockets. Thus, print media is very much liked by the first three income groups, SMS and telecalling are more important for income groups having income more than Rs. 40,000. However, one basic fact that comes to light is that electronic media which includes television, radio and cinema, are in large very important for all the income groups, irrespective of their income levels. Not to say, television is thus a major source of advertising and creation of brand preference. 105

Figure 40: My brand preference is effected by the following media of advertising (City-wise analysis)

Finally, city wise analysis of the effectiveness of the various mediums of advertising in creation of brand preference was done. Here again, electronic media is a major effective medium of advertising in Mumbai, Hyderabad and Lucknow. This is followed by web advertising in Mumbai and Hyderabad and print media in Lucknow. As regards Patna outdoor advertising is the major effective medium of advertising, while it is print media in Bhopal. Bhopal exhibits very low effectiveness of web advertising for brand preference. The results clearly reflect on the lifestyles in the respective cities. While Mumbai and Hyderabad having very fast lifestyle show more concern towards electronic media and web advertising, the not so fast lifestyle in Bhopal causes print media as the most effective medium of advertising and web advertising as the least effective medium. 106

Figure 41: The advertising appeal that influences my preference for the brand (Gender-wise analysis)

The next question before the respondents pertained to influence of various types of advertising appeals on preference for the brand by the respondents. The five types of advertising appeals that were segregated for the purpose are joy appeal, love appeal, sex appeal, humour appeal and pride appeal. It is observed that the pride appeal has the greatest influence on brand preference of the respondents. This is followed by sex appeal, love appeal, joy appeal, and humour appeal, in that order. It is also observed that this pattern of advertising appeals were quite similar for both male and female respondents. However, it is also observed that whereas joy appeal, humour appeal and pride appeal have greater influence on male respondents as compared to female respondents, the reverse is true in case of love appeal and sex appeal.

107

Figure 42: The advertising appeal that influences my preference for the brand (Age-wise analysis)

In the age wise analysis of the influence of advertising appeals on brand preference, it is observed that the pattern is quite similar across all the age categories. In all the categories pride appeal leads in influencing the brand preference and is followed by sex appeal, love appeal, joy appeal, and humour appeal, in that order. However, it is also observed that joy appeal and love appeal are most important for the age group of 30-40 years as compared to other age groups. Further, sex appeal and humor appeal are most important for the age group of 15-20 years as compared to other age categories. Moreover, pride appeal has the greatest influence on the highest age category of 50 years and above as compared to other age categories.

108

Figure 43: The advertising appeal that influences my preference for the brand (Qualification-wise analysis)

As regards qualification wise analysis of the influences of advertising appeals on brand preference, it is observed that quite similar pattern as seen above are visible. Pride appeal leads the pack among all the academic categories and is followed by sex appeal, joy appeal, love appeal and humour appeal among the academic categories of HSC and SSC. In the cases of the three higher academic categories of non professional graduates, post graduates and above and professional graduates and above, it is observed that there is a little deflection from the regular pattern. Here again pride appeal leads the pack and is followed by sex appeal, however further to this love appeal is more important than love appeal and humour appeal. In another way joy appeal and humour appeal are most important for SSC, sex appeal for non professional graduates, love appeal for non professional post graduates and pride appeal for professional graduates. 109

Figure 44: The advertising appeal that influences my preference for the brand (Family Income-wise analysis)

Regarding family income wise analysis of the influence of various advertising appeals on brand preference, it is observed that for lowest income group of family income upto Rs. 20,000, pride appeal is most influential, followed by joy appeal, sex appeal, love appeal and humour appeal. In case of family income from Rs. 20,000- Rs. 30,000, pride appeal is again most influential followed by sex appeal, joy appeal, love appeal and humour appeal. In all the other three higher income categories, pride appeal is most influential and is followed by sex appeal, love appeal, joy appeal and humour appeal. It is also observed that joy appeal and humour appeal are most influential for income group upto Rs. 20,000 as compared to other income groups. Further, love appeal and pride appeal are most influential for income group more than Rs. 50,000 as compared to other groups. Similarly, sex appeal is most influential for the middle income group. 110

Figure 45: The advertising appeal that influences my preference for the brand (City-wise analysis)

In the city wise analysis, it is observed that again pride appeal is most influential across the respondents in all the cities. This is followed by sex appeal in the four cities viz, Mumbai, Hyderabad, Lucknow and Patna. In Bhopal the second most influential advertising appeal is love appeal. In Mumbai joy appeal is the third most influential, whereas it is love appeal in Hyderabad, Lucknow, and Patna and it is sex appeal in Bhopal. The fourth influential is love appeal in Mumbai, Joy appeal in Hyderabad, Lucknow and Patna and humour appeal in Bhopal. Humour appeal is the least influential in the four cities of Mumbai, Hyderabad, Lucknow and Patna and joy appeal in Bhopal. It is also observed that joy appeal, sex appeal and pride appeal are most influential in Mumbai as compared to other cities. Similarly, love appeal and humour appeal are most influential in Bhopal as compared to other cities. 111

Figure 46: Endorsement by celebrities effects my brand preference (Gender-wise analysis)

The question that was posed next to the respondents was whether the endorsement by celebrities effect their brand preference. It is observed that nearly 70% of the respondents agree to the fact that endorsement by celebrities does effect their brand preference. Only 20% of the respondents do not agree with this fact. 10% of the respondents could not decide whether endorsement by celebrities effect their brand preference. It is also observed that nearly three quarters of female respondents do agree that endorsement by celebrities effect their brand preference. In contrast, nearly 65% of the male respondents agree that endorsement by celebrities effect their brand preference. Thus, it may be said that females are a bit more glamour influenced as compared to the males and this results in celebrities becoming their role models. As such, females try harder than males to follow the celebrities and so the brand preference. 112

Figure 47: Endorsement by celebrities effects my brand preference (Age-wise analysis)

Regarding age wise analysis of influence of endorsement by a celebrity on the brand preference of respondents it is observed that the younger generation of 15-20 years is the most influenced by endorsement by celebrities. The percentage of respondents who get influenced by endorsement by celebrities reduces with increase in age. This is quite obvious. The respondents in the age group of 15-20 years are not mature enough to have complete confidence on themselves as regards their apparel brand [reference. As such they look up to the celebrities for their brand preference. As against this, the respondents in the age groups of 20-30 years and 30-40 years carry the newer things in life and the celebrities provide such a recourse. In contrast, the higher age groups of 40-50 years and 50 years and above are confident enough to have faith on their brand preference. Further, with increase in age, the influence of glamour decreases and so decreases the influence of endorsement by celebrities. 113

Figure 48: Endorsement by celebrities effects my brand preference (Qualification-wise analysis)

Regarding qualification wise analysis of influence of endorsement by celebrities on the brand preference of the respondents, very interesting fact has come to light. Across all the categories of qualifications, nearly 70% of the respondents agree that they get influenced by the endorsement by celebrities. However, differences are observed in percentage of respondents who do not agree that endorsement by celebrities influence their brand preference. Nearly a quarter of respondents in the category of professional graduates do not agree that endorsement by celebrities influence their brand preference. This speaks of the confidence level among the professional graduates. The percentage of disagreement regarding influence of endorsement by celebrities decreases with decrease in academic qualification and this percentage is only 17% in case of SSC category. The results of this analysis fairly point out the ever increasing importance of endorsement by celebrities. 114

Figure 49: Endorsement by celebrities effects my brand preference (Family Income-wise analysis)

Regarding family income analysis of influence of endorsement by celebrities on brand preference of respondents, it is observed that the influence of endorsement by celebrities reduces, but not very much, with increase in family incomes. While nearly 72% of the respondents in the lowest income group of Rs. 10, 000- Rs. 20,000 agree that endorsement by celebrities influence their brand preference, this percentage is nearly 70% for the next two higher income groups and nearly 69% for the highest two income groups. The lower income groups may not be having many role models to look up to and therefore the celebrities appear to influence their brand preference. In contrast, the people in the higher income brackets may not need celebrities as their role models and so lesser is their influence on their brand preference. Nevertheless, the importance of endorsement by celebrities across all income brackets cannot be ruled out. 115

Figure 50: Endorsement by celebrities effects my brand preference (City-wise analysis)

As regards city wise analysis of the influence of endorsement on brand preference of the respondents, it is observed that Lucknow leads the pack with more than three quarters of the respondents agreeing that endorsement by celebrities effect their brand preference. This is followed by nearly 70% in Patna, nearly 68% in Hyderabad and nearly 67% in Mumbai and Bhopal. The Hindi movies are basically very popular in the Hindi belt of UP, MP and Bihar and so high percentage of influence of endorsement by celebrities in Lucknow and Patna. It appears that people in Mumbai and Hyderabad have generally higher income levels and to a great extent belong to the professional categories, which as seen in the earlier figures, have lesser impact of endorsement by celebrities on their brand preference. As regards Bhopal, people appear to be less glamour oriented as compared to Lucknow and Patna. 116

Figure 51: Gimmicks and publicity stunts effect my preference for brand (Gender-wise analysis)

The next question before the respondents was whether gimmicks and publicity stunts have any effect on their brand preference. It is observed that majority of the respondents disagree that gimmicks and publicity stunts have any effect on their brand preference. Infact only 35% of the respondents say that gimmicks and publicity stunts have effect on their brand preference. As regards gender wise analysis, it is observed that the effect of gimmicks and publicity stunts on brand preference is a little more for female respondents as compared to their male counterparts. While, nearly 33% of male respondents say that gimmicks and publicity stunts effect their brand preference, this figure is 37% in case of female respondents. Not to say, female consumers are more vulnerable to gimmicks and publicity stunts than male consumers. However, it is also a fact that overall gimmicks and publicity stunts do not have much effect on brand preference of the consumers. 117

Figure 52: Gimmicks and publicity stunts effect my preference for brand (Age-wise analysis)

As regards the age wise analysis of the effect of gimmicks and publicity stunts on brand preference, it is observer that younger the generation, greater is the effect of gimmicks and publicity stunts. While 39% of the respondents in the lowest age group of 15-20 years are effected by gimmicks and publicity stunts, this figure is 37% for the age group of 20-30 years, 36% for the age group of 30-40 years, 33% for the age group of 40-50 years and only 29% for the age group of 50 years and above. It may be said that the younger generation which is not that much matured enough believe in gimmicks and publicity stunts and thus their brand preference is effected by them. With the increase in age, consumers gain maturity and thus are able to judge the facts more accurately and so their brand preference is effected to a lesser extent. The highest age group of 50 years and above has high level of confidence among themselves and so their brand preference is effect least by gimmicks and publicity stunts. 118

Figure 53: Gimmicks and publicity stunts effect my preference for brand (Qualification-wise analysis)

Regarding qualification wise analysis of the effect of gimmicks and publicity stunts on brand preference, it is observed that higher the academic attainment lesser is the effect of gimmicks and publicity stunts on brand preference of the respondents. While only 32% of the respondents in the category of professional graduates and above are effected by gimmicks and publicity stunt, this figure is 33% for non professional post graduates and above, 34% for non professional graduates, 37% for HSC and 42% for SSC. The reasoning for such consumer behaviour would be same for that given in figure 52. The student population in the categories of SSC and HSC are not matured enough and so get lured bt gimmicks and publicity stunts. The respondents in the categories of non professional graduates and post graduates are matured and so are lesser effected by gimmicks and publicity stunts. The professional graduates are confident enough and so are least effected by gimmicks and publicity stunts. 119

Figure 54: Gimmicks and publicity stunts effect my preference for brand (Family Income-wise analysis)

In the family income wise analysis of the effect of gimmicks and publicity stunts on brand preference, it may be observed that higher the income level lesser is the effect of gimmicks and publicity stunts on brand preference. While 40% of the respondents in the income category of Rs. 10,000-Rs. 20,000are effected by gimmicks and publicity stunts, this figure is 38% for the income category of Rs. 20,000-Rs. 30,000, 36% for the income category of Rs. 30,000-Rs. 40,000, 32% for the income category 0f Rs. 40,000-Rs. 50,000 and again 32% for the highest income category of more than Rs. 50,000. It may be said that with increase in income the consumers have rigid preferences and so higher the income category lesser is the effect of gimmicks and publicity stunts on brand preference. On the other hand the lower income groups have little disposable income for apparel shopping and so gimmicks and publicity stunts play significant role in their brand preference. 120

Figure 55: Gimmicks and publicity stunts effect my preference for brand (City-wise analysis)

As regards city wise analysis of the effect of gimmicks and publicity stunts on brand preference, it is observed that more developed the city, lesser is the effect of gimmicks and publicity stunt. While in Mumbai, 32% of the respondents are effect by gimmicks and publicity stunts, this figure is 33% in Hyderabad, 35% in Lucknow, 37% in Patna and 42% in Bhopal. The reasoning here is again same as in earlier figures. Bhopal has a lesser per capita income as compared to other cities and so less purchasing power make people less confident as regards their brand preference. Thus the effect of gimmicks and publicity stunts on brand preference in Bhopal. As against this, in Mumbai people have higher purchasing power and they can afford risk in their brand preference inspite of gimmicks and publicity stunts.

121

CHAPTER 7
INFLUENCE OF SALES PROMOTION IN CREATING CONSUMER PERCEPTION

Sales Promotion refers to short term incentives to encourage purchase or sale of a product or a service. It is estimated that in consumer packaged goods industries, 74% of marketing expenditures is made on sales promotion. Following are the tools of sales promotion: 1. Consumer tools: samples coupons cash refunds price packs premiums advertising specialties patronage rewards point of purchase displays and materials contests sweepstakes

2. Trade promotions: discounts allowance specialty advertising items biz promotions" convention and trade shows sales contests 122

Figure 56: My brand preference is effected by the sales promotion (discount offer, scratch coupon, lucky draw, free gifts, easy financing) of the brand (Gender-wise analysis)

The next question before the respondents pertained to the effect of sale promotion technique on their brand preference. The sales promotion techniques included discount offer, scratch coupon, lucky draw, free gifts and easy financing. It is observed that nearly 93% of the respondents agreed that sales promotion does effect their preference for the brand. Only nearly 7% of the respondents said that sales promotion techniques are not very effective for brand preference. It is also observer that female respondents are more effected by sales promotion techniques than the male respondents. While nearly 92% of the male respondents agreed that sales promotion techniques effect their brand preference, the figure was nearly 94% for the female respondents. Nevertheless, sales promotion techniques are definitely very effective for creation of brand preference. 123

Figure 57: My brand preference is effected by the sales promotion (discount offer, scratch coupon, lucky draw, free gifts, easy financing) of the brand (Age-wise analysis)

As regards age wise analysis of the effectiveness of sales promotion techniques on brand preference, it is observed that lesser the age of the respondents, greater is the effectiveness of sales promotion techniques. While nearly 94% of the respondents in the age category of 15-20 years are lured by sales promotion techniques as regards their brand preference is concerned, this figure is nearly 93% for the age category of 20-30 years and age category of 30-40 years, 92% for the age category of 40-50 years and 91% for age category of 50 years and above. It may be said that consumers in higher age group are effected more by the product quality and brand image and that sales promotion techniques do not play that big role as compared to the consumers in lower age groups. Nevertheless, here again all age group are to a great extent effected by sales promotion techniques as regards their brand preference. 124

Figure 58: My brand preference is effected by the sales promotion (discount offer, scratch coupon, lucky draw, free gifts, easy financing) of the brand (Qualification-wise analysis)

Regarding qualification wise analysis of the effect of sale promotion techniques on brand preference of the consumers, it is observed that higher the academic attainment, lower is the effect of sales promotion techniques on brand preference. While, nearly 94% of the respondents in the categories of SSC and HSC are effected by sales promotion techniques, this figure is nearly 93% for Non professional graduates, 92% for Non professional post graduates and 91% for professional graduates. Thus, the younger generation in their colleges is more vulnerable to sales promotion techniques. Nevertheless, here again all the categories of qualifications are effected to a great extent by the sales promotion techniques as regards their brand preference.

125

Figure 59: My brand preference is effected by the sales promotion (discount offer, scratch coupon, lucky draw, free gifts, easy financing) of the brand (Family Income-wise analysis)

In the family income wise analysis of effect of sales promotion techniques on brand preference, it is observed that the sales promotion techniques are least effective on either the lowest income groups or the highest income groups. While nearly 91% of the respondents in the income categories of Rs. 10,000-Rs. 20,000 and Rs. 50,000 and above are effected by the sales promotion techniques, this figure is 92% for the income levels of Rs. 20,000-Rs. 30,000 and Rs. 40,000- Rs. 50,000. Nearly 97% of the respondents in the income category of Rs. 30,000- Rs. 40,000 are effected by sales promotion techniques. Thus, the middle class is most vulnerable section of the society which is effected most by the sales promotion techniques as regards brand preference.

126

Figure 60: My brand preference is effected by the sales promotion (discount offer, scratch coupon, lucky draw, free gifts, easy financing) of the brand (City-wise analysis)

In the city wise analysis of effectiveness of sales promotion techniques on brand preference, it is observed that the sales promotion techniques are least effective either in most developed cities or least developed cities and are most effective in the medium cities. Thus, while in m Mumbai and Hyderabad, nearly 92% of the respondents are effected by sales promotion techniques, this figure is 90% for Bhopal, 93% for Patna and as high as 96% for Lucknow. Thus, the medium developed cities like Lucknow have the highest liking for sales promotion techniques and the marketing companies may have the greatest amount of business in these developing cities. Lesser developed cities like Bhopal would naturally in due course of time increase in their level of development and hence the effectiveness of sales promotion techniques would increase in these cities also. 127

Figure 61: My brand preference is effected by the following techniques of sales promotion (Gender-wise analysis)

The next question posed to the respondents pertained to the effective five techniques of sales promotion on brand preference. These five techniques are cash refund offers, coupons, patronage rewards, free goods/gifts and sales contests. It is observed that free goods/gifts have the highest level of effectiveness on brand preference with a figure of 22%. The similar figures are 21% for patronage rewards, 20% for coupons, 19% for cash refund offers and 17% for sales contests. It is also observed that there are marked dissimilarities between the responses given by male and female respondents. While male respondents have replied that the effectiveness of patronage rewards is the most and is followed by free goods/gifts, cash refund offers, coupons and sales contests in that order, female respondents have replied that the effectiveness of free goods/gifts is the most and is followed by coupons, patronage rewards, cash refund offers and sales contests in that order. 128

Figure 62: My brand preference is effected by the following techniques of sales promotion (Age-wise analysis)

In the age wise analysis of the effectiveness of the five sales promotion techniques on brand preference, it is observed that for the age group of 15-20 years free goods/ gifts are the most effective, followed by coupons, patronage rewards, sales contests and cash refund offers. For the age group of 20-30 years the sequence is free goods/gifts, coupons, patronage rewards, cash refund offers and sales contests. For the age group of 30-40 years, the sequence is free goods/ gifts, patronage rewards, coupons, cash refund offers and sales contests. For the age groups of 40-50 years and 50 years and above, the sequence id patronage rewards, free goods. Gifts, cash refund offers, coupons and sales contests. It is also observed that coupons and sales contests are comparatively most important for the age group of 15-20 years than other age groups. Similarly, for free goods/ gifts it is the age group of 20-30 years and for cash refund offers and patronage rewards, it is age group of 50 years and above. 129

Figure 63: My brand preference is effected by the following techniques of sales promotion (Qualification-wise analysis)

Regarding qualification wise analysis of the effectiveness of five sales promotion techniques on brand preference, it is observed that for the SSC category, the most important techniques are coupons and free goods/ gifts followed by patronage rewards and sales contests and then cash refund offers. For HSC category, the sequence is free goods/ gifts, coupons, patronage rewards, cash refund offers and sale contests. For non professional graduates, the sequence is free goods/ gifts, coupons and patronage rewards, cash refund offers and sales contests. For non professional post graduates, the sequence is free goods/ gifts, patronage reward, cash refund offers, coupons and sales contests. For professional graduates, the sequence is patronage rewards, free goods/ gifts, cash refund offers, coupons and sales contests. Further coupons and sales contests are most important for SSC category, free goods for non professional post graduates, graduates. 130 cash refund offers and patronage rewards for professional

Figure 64: My brand preference is effected by the following techniques of sales promotion (Family Income-wise analysis)

Regarding family income wise analysis of the effectiveness of the five sales promotion techniques on brand preference, it is observed that for the lowest income category the free gifts are most effective followed by cash refund offers, coupons and patronage rewards and then sales contests. For the second income category, the sequence is free goods, cash refund offers and coupons and patronage rewards and then sales contests. For the third income category, the sequence is coupons, patronage rewards, free goods, cash refund offers and then sales contests. For the fourth income category, the sequence is free goods, patronage rewards, coupons, cash refund offers and then sales contests. For the highest income category, the sequence is free goods, patronage rewards, coupons, cash refund offers and sales contests. Further cash refund offers and free goods are most important for lowest income category, coupons and sales contests for the middle income category and patronage rewards for the fourth income category. 131

Figure 65: My brand preference is effected by the following techniques of sales promotion (City-wise analysis)

City wise analysis of the effectiveness of five sales promotion techniques on brand preference has also been done. It is observed that in Mumbai free goods are most effective followed by patronage rewards, coupons, sales contests and cash refund offers. In Hyderabad the sequence is patronage rewards, coupons, free goods, cash refund offers and sales contests. In Lucknow the sequence is patronage rewards, coupons and free gifts, cash refund offers and sale contests. In Patna the sequence is free goods, cash refund offers, patronage rewards, coupons and sales contests. In Bhopal the sequence is free goods, cash refund offers, coupons and patronage rewards and then sales contests. It is also observed that sales contests is most important in Mumbai, coupons in Hyderabad, patronage rewards in Lucknow, cash refund offers in Patna and free goods in Bhopal. 132

Figure 66: Stalls/kiosks of the brand in malls/market place effects my preference for the brand (Gender-wise analysis)

The respondents were further asked to comment on the effectiveness of stalls/kiosks of the brand in malls / market places on their brand preference. It is observed that only 40% of the respondents agree that stalls/kiosks of the brand have effect on their brand preference. It is further observed that female respondents are a little more effected by stalls/kiosks of the brand than the male respondents. While 43% of the female respondents agree that their brand preference is effected by stalls/kiosks of the brand in malls/ market places, only 39% of the male respondents agree to it. This clearly shows that female consumers are a little more fascinated by the sales promotion technique of stalls/kiosks of the brand and that the marketing companies should focus on such sales promotion technique as regards marketing of female apparels.

133

Figure 67: Stalls/kiosks of the brand in malls/market place effects my preference for the brand (Age-wise analysis)

As regards age wise analysis of the effectiveness of stalls/kiosks of the brand in malls/ /market places on brand preference of the consumers, it is observed that with increase in age, fascination with stalls/kiosks of the brand in malls/ /market places decreases. While, 43% of the respondents in the age group of 15-20 years are affected by stalls/kiosks of the brand in malls/ /market places, this figure is 42% for the age group of 20-30 years, 41% for the age group of 30-40 years, 40% for the age group of 40-50 years and 37% for the age group of 50 years and above. Thus, the companies coming out with apparels for the younger generation may focus a little on stalls/kiosks of the brand in malls/ /market places, such a strategy may not be very fruitful for the companies coming out with apparels for older generation. Nevertheless, it is seen that stalls/kiosks of the brand in malls/ /market places does not have too much of effect on brand preference in any of the age categories. 134

Figure 68: Stalls/kiosks of the brand in malls/market place effects my preference for the brand (Qualification-wise analysis)

Regarding qualification wise analysis of the effectiveness of stalls/kiosks of the brand in malls/ /market places on brand preference of the consumers, it is observed that with increase in academic attainment, the effectiveness of stalls/kiosks of the brand in malls/ /market places on brand preference decreases. While 44% of the respondents in the SSC category are effected by stalls/kiosks of the brand in malls/ /market places, this figure is 42% for HSC category, 41% for non professional graduates, 40% for non professional post graduates and only 38% for professional graduates. Nevertheless again, it is also observed that stalls/kiosks of the brand in malls/ /market places does not have too much effect on brand preference of any of the categories qualification wise.

135

Figure 69: Stalls/kiosks of the brand in malls/market place effects my preference for the brand (Family Income-wise analysis)

In the family income wise analysis of the effectiveness of stalls/kiosks of the brand in malls/ /market places on brand preference of the consumers, it is observed that the middle income group has the greatest affect of stalls/kiosks of the brand in malls/ /market places on their brand preference and this effect reduces both with increase in income as well as decrease in income. While 42% of the respondents in the middle income category of Rs. 30,000-Rs. 40,000 are effected by stalls/kiosks of the brand in malls/ /market places, this figure is 40% in case of lower income category of Rs. 20,000-Rs. 30,000 and 39% in case of Rs. 10,000-Rs. 20,000. As regards income category of Rs. 40,000-Rs. 50,000, only 41% of the respondents are effected by stalls/kiosks of the brand in malls/ /market places, while this figure is only 40% in case of the highest income category of more than Rs. 50,000. Nevertheless, none of the income categories are very much effected by stalls/kiosks of the brand in malls/ /market places. 136

Figure 70: Stalls/kiosks of the brand in malls/market place effects my preference for the brand (City-wise analysis)

As regards city wise analysis of the effectiveness of stalls/kiosks of the brand in malls/ /market places on brand preference of the consumers, it is observed that the respondents in the less developed cities are lesser effected by stalls/kiosks of the brand in malls/ /market places, the respondents are moderately effected by stalls/kiosks of the brand in malls/ /market places in the most developed cities and most effected by stalls/kiosks of the brand in malls/ /market places in the moderately developed cities. While 42% of the respondents in Hyderabad and Lucknow are effected by stalls/kiosks of the brand in malls/ /market places, this figure is 41% in Mumbai, 40% in Patna and 37% in Bhopal. Thus, medium cities are most effected by stalls/kiosks of the brand in malls/ /market places. Nevertheless, none of the cities are too much effected by stalls/kiosks of the brand in malls/ /market places. 137

Figure 71: The environment (lighting, window display, mannequins, music, ambience etc.) in the shop of a brand helps in increasing preference for the brand (Gender-wise analysis)

The respondents were then asked to judge the effectiveness of the environment in the shop of a brand on their brand preference. Here the environment in the shop includes lighting, window display, mannequins, music, ambience, etc. It is observed that 47% of the respondents agree that good environment in the shop of a brand helps in increasing preference for the brand. Nearly half of the female respondents agree that good environment in the shop of a brand helps in increasing preference for the brand, this figure is only 44% for male respondents. Here again it is observed that nearly half of the respondents are either not effected by the good environment in the shop or they have not given any preference for good environment on the shop. Thus, environment in the shop does not appear to have a very good bearing on brand preference of the consumers. 138

Figure 72: The environment (lighting, window display, mannequins, music, ambience etc.) in the shop of a brand helps in increasing preference for the brand (Age-wise analysis)

In the age wise analysis of the effectiveness of good environment of the shop of a brand on brand preference of the consumers, it is observed that with the increase in age the effectiveness of good environment of the shop of a brand on brand preference decreases. While nearly half of the respondents in the lowest age group of 15-20 years are effected by good environment of the shop of a brand, this figure is 49% for the age group of 20-30 years, 45% for the age groups of 30-40 years and 40-50 years and 44% for the age group of 50 years and above. However, the fact remains the same that good environment of the shop of a brand does not have very good bearing on the brand preference of consumers in any of the age groups.

139

Figure 73: The environment (lighting, window display, mannequins, music, ambience etc.) in the shop of a brand helps in increasing preference for the brand (Qualification-wise analysis)

Regarding qualification wise analysis of the effectiveness of good environment of the shop of a brand on brand preference of the consumers, it is observed that the lowest qualified and the highest qualified are the most effected by good environment of the shop of a brand, while the moderately qualifies are least effected by good environment of the shop of a brand. Whereas only 45% f the respondents in the category of non professional graduates are effected by good environment of the shop of a brand, this figure is 46% for HSC category and the category of non professional post graduates. As against this, nearly 49% of the respondents in SSC category and 48% of the respondents in the category of professional graduates are effected by good environment of the shop of a brand. Nevertheless, it is observed that despite any level of academic attainment, good environment of the shop of a brand does not have much effect on brand preference. 140

Figure 74: The environment (lighting, window display, mannequins, music, ambience etc.) in the shop of a brand helps in increasing preference for the brand (Family Income-wise analysis)

Regarding family income wise analysis of the effectiveness of good environment of the shop of a brand on brand preference of the consumers, it is observed that the effectiveness of good environment of the shop of a brand on brand preference is lowest in both lowest income category as well as highest income category and highest in case of middle income category. While nearly 49% of the respondents in the middle income category of Rs. 30,000- Rs. 40,000 are effected by good environment of the shop of a brand, this figure is 47% for the income category of Rs. 40,000-Rs. 50,000, 46% for the income category of Rs. 20,000-Rs. 30,000 and the highest income category of more than Rs. 50,000. As against this, nearly 45% of the respondents in the lowest income category of Rs. 10,000-Rs, 20,000 are positively effected by good environment of the shop of a brand. 141

Figure 75: The environment (lighting, window display, mannequins, music, ambience etc.) in the shop of a brand helps in increasing preference for the brand (City-wise analysis)

In the city wise analysis of the effectiveness good environment of the shop of a brand on brand preference of the consumer, it is observed that greater the development of the city, greater is the effectiveness of good environment of the shop of a brand on brand preference of the consumers. Nearly 49% of the respondents in Mumbai agree that good environment of the shop of a brand positively effects their brand preference. As against this this figure is 48% in Hyderabad, 46% in Lucknow, 45% in Patna and 43% in Bhpal. However it is also observed that in none of the cities, good environment of the shop of a brand has any profound effect on brand preference of the consumers. Not to say, though good environment of the shop of a brand increases the image of the brand indirectly, directly it does not have much bearing on brand preference of the consumers. 142

Figure 76: Convenience of shopping as provided through tele-marketing and e-marketing helps in increasing preference for the brand (Gender-wise analysis)

Further, the next question before the respondents was whether the convenience of shopping as provided through telemarketing and e-marketing helps in increasing their brand preference. It is observed that nearly 50% of the respondents agree that convenience of shopping as provided through telemarketing and e-marketing helps in increasing their brand preference. This figure is nearly 52% for male respondents and 48% for female respondents. Thus, it appears that male respondents are better users of latest telecom technologies including mobile phones and internet as regards shopping for branded apparels. It has also one more concern and it is that female respondents are supposed to be more satisfied in physically for branded apparels and that virtual shopping does not satisfy their appetite. 143

Figure 77: Convenience of shopping as provided through tele-marketing and e-marketing helps in increasing preference for the brand (Age-wise analysis)

Regarding age wise analysis of the effectiveness of convenience of shopping as provided through telemarketing and e-marketing on brand preference of the consumers, it is observed that with increase in age the effectiveness of convenience of shopping as provided through telemarketing and e-marketing on brand preference decreases. While nearly 55% of the respondents in the lowest age category of 15-20 years are positively effected by convenience of shopping as provided through telemarketing and e-marketing, this figure is only 41% for the highest age category of 50 years and above. The corresponding figure for the age group of 20-30 years is 53%, for 30-40 years is 52% and for 40-50 years is 48%. The reason is quite obvious. The younger generation is more techno savvy and internet and mobile phones are integral part of their lifestyles. In contrast, the respondents above 50 years do not use that much of internet facilities. 144

Figure 78: Convenience of shopping as provided through tele-marketing and e-marketing helps in increasing preference for the brand (Qualification-wise analysis)

As regards qualification wise analysis of the effect of convenience of shopping as provided through telemarketing and e-marketing on brand preference, it is observed that the lowest qualified and the highest qualified are most effected by convenience of shopping as provided through telemarketing and e-marketing, whereas the moderately qualified are least effected by convenience of shopping as provided through telemarketing and e-marketing. While only 46% of the respondents in the category of non professional graduates are positively effected by convenience of shopping as provided through telemarketing and e-marketing, this figure is 50% for HSC, 51% for SSC and non professional post graduates and 53% for professional graduates. The reason is quite obvious. The professional graduates and the student population is most techno savvy whereas the moderately qualified do not use that much of technology. 145

Figure 79: Convenience of shopping as provided through tele-marketing and e-marketing helps in increasing preference for the brand (Family Income-wise analysis)

Regarding family incomewise analysis of the effect of convenience of shopping as provided through telemarketing and e-marketing on brand preference, it is observed that higher the family income higher is the positive effect of convenience of shopping as provided through telemarketing and e-marketing. While only 45% of the respondents in the income category of Rs. 10,000-Rs. 20,000 are effected by convenience of shopping as provided through telemarketing and e-marketing, this figure is 55% for the highest income group of more than Rs. 50,000. The corresponding figure for the income category of Rs. 40,000-Rs.50,000 is 54%, for the income category of Rs. 30,000-Rs. 40,000 is 49% and for income category of Rs. 20,000- Rs. 30,000 is 46%. The reason is without doubt the financial affordability of the various income classes to use internet and mobile phones for apparel shopping. 146

Figure 80: Convenience of shopping as provided through tele-marketing and e-marketing helps in increasing preference for the brand (City-wise analysis)

Regarding city wise analysis of the effectiveness of convenience of shopping as provided through telemarketing and e-marketing on brand preference, it is observed that more developed the city, greater is the effect of convenience of shopping as provided through telemarketing and e-marketing. While nearly 55% of the respondents in Mumbai and 54% in Hyderabad and Lucknow agree that convenience of shopping as provided through telemarketing and e-marketing helps in increasing their brand preference, the figure is as low as 33% in Bhopal and 46% in Patna. The reasons that may be cited here are twofold, firstly the financial affordability of the respondents in using internet and mobile phones for apparel shopping and secondly, the more techno savvy attitude of the respondents in developed cities as compared to less developed cities. 147

CHAPTER 8
INFLUENCE OF PRICE IN CREATING CONSUMER PERCEPTION

Price sensitivity is an important aspect in the market today, as an average consumer would definitely prefer a product that is cheaper than a product which is above his budget. Although brand image comes into picture, but its the money quotient that plays the key factor in the consumer behavior. Eventually it is the pricing of the product that influences the consumer to go ahead and pick up a product that he desires.

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. These forces give rise to three stages of purchasing: an information collection stage that focuses initially on low-risk, big brand names; a stage in which information collection continues but is extended to lesser-known brands; and a stage of information consolidation leading to preference for the brands that provide the greatest utility. The authors use a logic-mixture model with time-varying parameters to capture the choice dynamics of different consumer segments. The results show the importance of accounting for product experience and learning when studying the dynamic choice processes of consumers new to a market. Insights from this study can help marketers tailor their marketing activities as consumers gain purchasing experience. 148

Figure 81: My brand preference is effected by the value for money of the brand vis--vis price of the brand (Gender-wise analysis)

The respondents were next asked about the effectiveness of the value for money of the brand vis-a-vis price of the brand on their brand preference. Here, the value for money of the brand vis--vis price of the brand means the proportion to which the brand is able to satisfy the consumers` aspirations in relation to the price which the consumer has paid for the brand. Naturally, the ideal situation would be when this proportion is equal to one. It is observed that nearly 79% of the respondents agree that the price of the brand plays a very significant role in creating preference for the brand. This percentage is a little higher at nearly 80% for the female respondents and nearly 78% for the male respondents. Thus, the female consumers are a little more price conscious and try to extract maximum value for money from the brand in comparison to the price which they have paid for buying apparels of that brand. 149

Figure 82: My brand preference is effected by the value for money of the brand vis--vis price of the brand (Age-wise analysis)

In the age wise analysis of the effectiveness of price of the brand in the brand preference, it is observed that the lowest age group and the highest age group are least price conscious and that this figure is greatest in the middle age groups. While as high as 82% of the respondents in the middle age group of 30-40 years agree to the effectiveness of the price of the brand in creating brand preference, this figure reduces to 79% in the age group of 20-30 years and 76% for the age group of 15-20 years. Further, this figure is 79% for the age group of 40-50 years and 78% for the age group of 50 years and above. For such consumer behaviour, it may be reasoned that during the early years of 15-20 years when the respondents are generally students, they do not feel that much worth for money and so do not give that much importance to price of the brand. During the highest age group of 50 years and above, the respondents have enough money to spend them on apparels. In contrast, the middle age group people are the greatest working section and so importance of money is highest for them. 150

Figure 83: My brand preference is effected by the value for money of the brand vis--vis price of the brand (Qualification-wise analysis)

Regarding qualification wise analysis of the effectiveness of price of brand on brand preference, it is observed that the moderately qualified respondents are most effected by price of the brand as regards their brand preference and this figure reduces with increase in academic attainment or decrease in academic attainment. While 80% of the respondents in the category of non professional graduates agree that their brand preference is effected by price of the brand, this figure is 79% for the respondents in the categories of non professional post graduates and professional graduates and above. This figure is again 79% for the HSC category and 78% for SSC category. The reasoning is similar to that in figure 82. The categories of SSC and HSC generally include students and the category of professional graduates is good earners. As against this non professional graduates include housewives and that working class which is not very good earner. 151

Figure 84: My brand preference is effected by the value for money of the brand vis--vis price of the brand (Family Income-wise analysis)

Regarding family income wise analysis of the effectiveness of price of the brand on brand preference, it is observed that the effectiveness of price of the brand on brand preference decrease with increase in family income. While 82% of the respondents in the family income category of Rs. 10,000 to Rs. 20,000 agree that their brand preference gets effected by price of the brand, this figure is 80% for the income category of Rs.20,000-Rs.30,000, 79% for the income category of Rs. 30,000-Rs. 40,000, 78% for the income category of Rs. 40,000-Rs. 50,000 and 77% for the income category of more than Rs. 50,000. Quite reasonably, the lower income categories have very little and fixed budget for apparel shopping and so while shopping for branded apparels, naturally they are to a great extent effected by price of the brand. As against this, the higher income categories do not have that much of restrictive budget constraints. Nevertheless, price of the brand is still a significant factor effecting brand preference across all income categories. 152

Figure 85: My brand preference is effected by the value for money of the brand vis--vis price of the brand (City-wise analysis)

As regards city wise analysis of the effectiveness of price of the brand on brand preference of the respondents, it is observed that higher the development of the city, lower is the effectiveness of price of the brand on brand preference and vice versa. While, 77% of the respondents in the city of Mumbai agree that their brand preference is effected by price of the brand, this figure is 78% in Hyderabad, 80% in Lucknow and Patna and 81% in Bhopal. It may be said that greater the development of the city, greater is the income levels of the consumers, greater is the fashion consciousness among the consumers and also greater is the race for catching the members group. All these three factors lead to the fact that the consumers in developed cities like Mumbai are not able to pay that much attention to price of the brand while deciding their brand preference. Nevertheless, it may again be said that irrespective of the development of the city, price of the brand plays an effective role in brand preference. 153

Figure 86: Increase in price of my favourite brand effects my preference for the brand (Gender-wise analysis)

The respondents were further asked whether the increase in price of their favourite brand effects their preference for the brand. It is observed that nearly 38% of the respondents agree that increase in price of their favourite brand effects their preference for the brand. It is also observed that female respondents are more effected by increase in price of their favourite brand as compared to the male respondents. While 37% of the male respondents agree that increase in price of their favourite brand affects their preference for the brand, this figure is 39% for female respondents. Thus, while, as seen in figure 81, nearly 79% of the respondents are effected by price of the brand in their brand preference, only 38% of the respondents are able to change their brand upon increase in its price, once they have already used the brand.

154

Figure 87: Increase in price of my favourite brand effects my preference for the brand (Age-wise analysis)

Regarding age wise analysis of the effect of increase in price of favourite brand of the respondents on their preference for the brand, it is observed that the respondents in the middle age group are most effected by increase in price of their favourite brand and this figure decreases with both increase as well as decrease in age groups. While, 40% of the respondents in the age group of 3040 years agree that increase in price of their favourite brand effect their preference for the brand, this figure is 38% for the age group of 40-50 years, 35% for the age group of 50 years and above, 39% for the age group of 20-30 years and 36% for the age group of 15-20 years. The respondents in the age group of 15- 20 years are generally students and so they are not in the habit of giving too much importance to price of the brand while shopping for apparels. The highest age group is well off enough to afford increase in price of their favourite brand. In contrast, the middle age group is most likely to be bound by budgetary constraints. 155

Figure 88: Increase in price of my favourite brand effects my preference for the brand (Qualification-wise analysis)

Regarding qualification wise analysis of the effect of increase in price of their favourite brand on the preference for the brand, it is observed that this effect is seen most in moderately qualified respondents and this decrease with both increase as well as decrease in academic attainment. While 40% of the respondents in the academic category of non professional graduates get effected by increase in price of their favourite brand, this figure is 39% for non professional post graduates and 37% for professional graduates. Further, this figure is 39% for HSC category and 36% for SSC category. Here again HSC and SSC categories belong to students. Further, professional graduates are high income earners. In contrast non professional graduates do not earn that much and have comparatively less purchasing power.

156

Figure 89: Increase in price of my favourite brand effects my preference for the brand (Family Income-wise analysis)

Regarding family income wise analysis of the effect of increase in price of the favourite brand of the respondents on their preference for their brand, it is observed that with increase in family income the effect of increase in price of favourite brand of the consumers on their brand preference decreases. While 40% of the respondents in the income category of Rs. 10000-Rs 20000 agree that their brand preference gets effected by increase in price of their favourite brand, this figure is 39% for the family income category of Rs. 20000-Rs. 30000, 38% for the income category of Rs. 30000-Rs.40000, 37% for the income category of Rs 40000-Rs 50000 and 36% for the income category of more than Rs. 50000. Quite obvious, with increase in family income, increases the affordability of the respondents to bear increase in price of their favourite brand.

157

Figure 90: Increase in price of my favourite brand effects my preference for the brand (City-wise analysis)

Regarding city wise analysis of the effect of increase in price of favourite brand of the respondents on preference for the brand by the respondents, it is observed that greater the development of the city, lesser is the effect of increase in price of favourite brand of the consumers on their brand preference. While, 36% of the respondents in Mumbai agree that their brand preference gets affected by increase of price of their favourite brand, this figure is 37% for Hyderabad, 38% for Lucknow, 39% for Patna and 40% for Bhopal. The people in Mumbai are having better purchasing power and are to a great extent involved in the fashion race with members of the peer group. They, thus, are not able to change their preference for the brand with increase in its price. In contrast, the people in Bhopal neither have that much purchasing power nor are that much involved in the race for fashion. 158

Figure 91: Decrease in price of competitor brands effects my preference for my favourite brand (Gender-wise analysis)

The next question posed to the respondents was whether their preference for their favourite brand gets effected by decrease in price of the competing brands. It is observed that 41% of the respondents agree that with decrease in price of competing brands, preference for their brands gets effected. It is also observed that females are to a little extent more effected by decrease in price of competing brands as compared to the male respondents. While, 39% of the male respondents agree that their preference for their favourite brand gets effected by decrease in competing brands, this figure is 43% for female respondents. Thus, it may be said that female respondents are more price conscious while shopping for apparels than male respondents.

159

Figure 92: Decrease in price of competitor brands effects my preference for my favourite brand (Age-wise analysis)

As regards age wise analysis of the effect of decrease in price of competing brands on preference for the favourite brand of the respondents, it is observed that the middle age group is most effected by the decrease in price of competing brands effecting their preference for their favourite brand and this figure reduces both with increase as well as decrease in age. While 42% of the respondents in the middle age group of 30-40 years agree that their preference for their favourite brand gets affected by the decrease in price of competing brands, this figure is 41% in age groups of 20-30 years and 40-50 years, 39% for the age group of 1520 years and 38% for the age group of 50 years and above. It may be said that since the respondents in the age group of 15-20 years are generally students, they are least bothered about price of the brand and most bothered about their fashion. The middle age group is busy in their work life as well as family life and so is more bothered about price than fashion. 160

Figure 93: Decrease in price of competitor brands effects my preference for my favourite brand (Qualification-wise analysis)

Regarding qualification wise analysis of the effect on preference for favourite brand upon decrease in price of competing brand, it is observed that the moderately qualified respondents are most effected as regards preference of their favourite brand upon decrease in price of competing brands and this figure decreases both with increase as well as decrease in academic attainment. It is observed that while 42% of the respondents in the category of non professional graduates are effected by decrease in price of competing brands, this figure is 41% in case of HSC category of and non professional post graduate category, 38% in SSC category and 39% in the category of professional graduates. The reason is again the same, i.e. the purchasing power factor and the factor of fashion consciousness.

161

Figure 94: Decrease in price of competitor brands effects my preference for my favourite brand (Family Income-wise analysis)

Regarding family income wise analysis of the effect of decrease in price of competing brands on the preference for favourite brand by the respondents, it is observed that higher the family income, lesser is the effect on preference for favourite brand upon decrease in price of competing brands. While 43% of the respondents in the family income category of Rs. 10000-Rs. 20000 are effected by decrease in price of competing brands, this figure is 42% for the income category of Rs. 20000-Rs. 30000, 41% for the income category of Rs. 30000Rs. 40000, 40% for the income category of Rs. 40000-Rs.50000 and 38% for the highest income category of more than Rs. 50000. Here again the reason is purchasing power of the respective family income categories. Naturally, the higher income categories have a higher affordability for their higher priced favourite brand as compared to lower income categories. 162

Figure 95: Decrease in price of competitor brands effects my preference for my favourite brand (City-wise analysis)

Regarding city wise analysis of the effect of decrease in price of competing brands on the preference for favourite brand by the respondents, it is observed that more the development of the city, lesser is the effect on preference for the favourite brand upon decrease in price of competing brands. While 43% of the respondents in Bhopal are effected by decrease in price of competing brands as regards their preference for their favourite brand, this figure is 41% in Patna, 40% in Hyderabad and Lucknow and 39% in Mumbai. It may be said that there are again two factors responsible for consumer behaviour in the five cities. The respondents in Mumbai have a comparatively higher purchasing power and greater consciousness of fashion than respondents in Bhopal and this speaks in their responses in the present study.

163

Figure 96: While shopping for a particular type of product for the first time, price of the competing brands is the most important factor that effects my decision regarding brand preference (Gender-wise analysis)

The respondents were next asked that while shopping for the particular type of apparel for the first time, whether price of the competing brands is the most important factor that effects their decision regarding brand preference. It is observed that nearly 28% of the respondents agree that price of the competing brands is the most important factor that effects their decision regarding brand preference while they are shopping for a particular type of apparel for the first time. It is also observed that female respondents are more effected as regards their decision pertaining to brand preference by price of the competing brands while shopping for a particular type of apparel for the first time. While 26% of the male respondents agree that while shopping for a particular type of apparel for the first time, price of the competing brands is the most important factor that effects their decision regarding brand preference, this figure is 30% for female respondents. 164

Figure 97: While shopping for a particular type of product for the first time, price of the competing brands is the most important factor that effects my decision regarding brand preference (Age-wise analysis)

As regards age wise analysis of the effect on brand preference of price of the competing brands, while shopping for a particular type of apparel for the first time, it is observed that the middle age group is most effected by price of competing brands and this effect decrease both with increase as well as decrease in age. While 30% of the respondents in the middle age group of 30-40 years agree that price of the competing brands is the most important factor that effects their decision regarding brand preference, while shopping for a particular type of apparel for the first time, this figure is 29% for the age groups of 20-30 years and 40-50 years and 26% for the age groups of 15-20 years and 50 years and above. Here again, the students arte least bothered about pricing, the senior age group has high affordability and middle age group is most budget constrained. 165

Figure 98: While shopping for a particular type of product for the first time, price of the competing brands is the most important factor that effects my decision regarding brand preference (Qualification-wise analysis)

As regards qualification wise analysis of the effect on brand preference of price of the competing brands, while shopping for a particular type of apparel for the first time, it is observed that the moderately qualified category is most effected by price of the competing brands, as regards their decision for brand preference, while shopping for a particular type of apparel for the first time and this effect decreases both with increase as well as decrease in academic attainment. While 30% of the respondents in the category of non professional graduates are effected by price of competing brands, this figure is 29% for the categories of non professional post graduates and HSC category, 26% for the category of professional graduates and 25% for SSC category. It may be said that here again student population is least bothered about pricing, professional graduates are high income class and non professional graduates do not earn that much. 166

Figure 99: While shopping for a particular type of product for the first time, price of the competing brands is the most important factor that effects my decision regarding brand preference (Family Income-wise analysis)

As regards family income wise analysis of the effect on brand preference of price of the competing brands, while shopping for a particular type of apparel for the first time, it is observed that greater the family income, lesser is the effect of price of competing brands as regards their decision for brand preference, while shopping for a particular type of apparel for the first time and this effect increases with decrease in family income. While 30% of the respondents in the family income category of Rs.10000-Rs.20000 are effected by price of the competing brands as regards their decision for brand preference, while shopping for a particular type of apparel for the first time, this figure is 29% for the income category of Rs. 20000-Rs.30000, 28% for the income category of Rs 30000-Rs 40000, 27% for the income category of Rs.40000-Rs 50000 and 26% for the income category of more than Rs. 50000.

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Figure 100: While shopping for a particular type of product for the first time, price of the competing brands is the most important factor that effects my decision regarding brand preference (City-wise analysis)

As regards city wise analysis of the effect on brand preference of price of the competing brands, while shopping for a particular type of apparel for the first time, it is observed that greater the development of the city, lesser is the effect of competing brands on decision regarding brand preference, while shopping for a particular type of apparel for the first time. While 26% of the respondents in Mumbai are effected by price of the competing brands as regards their brand preference, while shopping for a particular type of apparel for the first time, this figure is 27% for Hyderabad, 28% for Lucknow, 29% for Patna and 30% for Bhopal. It may be said that the consumers in Mumbai have a higher purchasing power and are more fashion consciousness as compared to consumers in Bhopal and this speaks in their buying behaviour for apparels. 168

Figure 101: Expensiveness of the brand increases the brands image for me which in turn increases my preference for the brand (Gender-wise analysis)

The next question posed before the respondents was whether expensiveness of the brand increases the image of the brand for them which in turn increases their preference for the brand. It is observed that nearly 39% of the respondents agree that expensiveness of the brand increases the image of the brand for them and which in turn increases the preference for the brand. It is also observed that female respondents consider expensiveness of the brand as one of the factors for brand image as compared to male respondents. While 41% of the female respondents agree that expensiveness of the brand increases image of the brand for them which in turn increases their preference for the brand, this figure is 38% for male respondents. However, it is also observed that nearly similar i.e. nearly 38% of the respondents also agree that expensiveness of the brand does not increase image of the brand and which in turn does not increase their preference for the brand. 169

Figure 102: Expensiveness of the brand increases the brands image for me which in turn increases my preference for the brand (Age-wise analysis)

As regards age wise analysis whether expensiveness of the brand increases image of the brand , in turn increasing preference for the brand, it is observed that with the increase in age group, greater proportion of respondents believe that expensiveness of the brand increases brands image which in turn increases the brand preference. While 37% of the respondents in the age group of 15-20 years believe that expensiveness of the brand increases the brand image, in turn increasing brand preference, this figure is 39% for the respondents in the age groups of 20-30 years and 30-40 years 40% for the respondents in the age group of 40-50 years and 42% for the respondents in the age group of 50 years above. Thus, it may be said that the matured age group considers expensiveness of the brand as one of the factors for brand image. However, the younger generation is more concerned about fashion trends and expensiveness of the brand may not increase image of the brand to that extent for them. 170

Figure 103: Expensiveness of the brand increases the brands image for me which in turn increases my preference for the brand (Qualification-wise analysis)

Regarding qualification wise analysis of whether expensiveness of the brand increases brand`s image, in turn increasing brand preference, it is observed that higher the academic attainment, higher is the belief that expensiveness of the brand increases brand`s image which in turn increases brand preference. While 37% of the respondents in the category of SSC believe that expensiveness of the brand increases brand`s image, in turn increasing brand preference, this figure is 38% for HSC category, 39% for categories of non professional graduates, post graduates and above and 41% for the category of professional graduates. Thus, higher the academic qualification, greater is the purchasing power and higher is the brand consciousness. In contrast, the younger generation and particularly the student population is more fashion conscious and a little less brand consciousness.

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Figure 104: Expensiveness of the brand increases the brands image for me which in turn increases my preference for the brand (Family Income-wise analysis)

Regarding family income wise analysis of whether expensiveness of the brand increases brand`s image, in turn increasing brand preference, it is observed that higher the family income, higher is the belief that expensiveness of the brand increases brand`s image, in turn increasing brand preference. While 37% of the respondents in the income category of Rs. 10000-Rs. 20000 believe that expensiveness of the brand increases brand`s image, in turn increasing brand preference, this figure is 39% for the income categories of Rs. 20000-Rs. 30000 and Rs. 30000-Rs. 40000, 40% for the income category of Rs. 40000-Rs. 50000 and 41% for the income category of Rs. 50000 and above. This is quite obvious as higher the family income, higher is the affordability for expensive brands and this speaks in the responses of the consumers and their buying behaviour. 172

Figure 105: Expensiveness of the brand increases the brands image for me which in turn increases my preference for the brand (City-wise analysis)

Regarding city wise analysis of whether expensiveness of the brand increases brand`s image, in turn increasing brand preference, it is observed that greater the development of the city, higher is the belief that expensiveness of the brand increases brand`s image, in turn increasing brand preference. While 41% of the respondents in the city of Mumbai believe that expensiveness of the brand increases brand`s image, in turn increasing brand preference, this figure is 40% in the city of Hyderabad, 39% for the cities of Lucknow and Patna and 36% for the city of Bhopal. The consumers in Mumbai have a higher purchasing power and brand consciousness as compared to Bhopal and this is evident in their responses and buying behaviour.

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CHAPTER 9
INFLUENCE OF BRAND IMAGE IN CREATING CONSUMER PERCEPTION

In present society and living way, the Brands not only represent the symbol of the company or product but to a larger extent define the general life of a person. What the person uses can reflect his taste of life, his status in the society, his economic background and many other things. This makes a deep connection between the company and its brand, with the consumer. In this two way relation both are dependent on each other for various different reasons.

Today customers are very deeply connected to the brands. When they purchase any product like a car, mobile, items of daily need, brand name influence the consumers choice. Some customers purchase the specific branded things just due to the brand name. Customers believe that brand name is a symbol of quality. I found this interesting and wanted to find out whether brand name influences the consumer choice when they go for purchasing any product. Initially the car production was dominated by few companies and one or two countries. With the time, the market started to grow and once considered to be luxurious commodity, cars became a need rather than a choice. This increased the demand and with that many more companies entered the arena to have their share of profit and exploit the growing market. 174

Figure 106: My brand preference is effected by image of the brand (Gender-wise analysis)

The next question posed before the respondents was whether their brand preference is effected by image of the brand. It is observed that a very high percentage of 90% of the respondents replied that the image of the brand effects their brand preference. It is also observed that male respondents are more consciousness about image of the brand as compared to female respondents. While 91% of the male respondents agree that their brand preference is effected by image of the brand, this percentage is 89% for female respondents. It may be said that male respondents may not believe in show off to that extent as female respondents as seen in earlier tables, it is seen here that they are more satisfied with the brand with a better image. Nevertheless, the respondents across the genders give a high rating to image of the brand as regards their brand preference. 175

Figure 107: My brand preference is effected by image of the brand (Age-wise analysis)

As regards age wise analysis of the effect of image of the brand on brand preference, it is observed that the lowest age group and the highest age group are more image consciousness for the brand and this decrease in the middle age groups. While 89% of the respondents in the age groups of 30-40 years and 2030 years are effected by image of the brand as regards their brand preference, this figure is 90% for the age group of 15-20 years and 91% for the higher age groups of 40-50 years and 50 years and above. It may be said that the consumers in higher age groups have better purchasing power and so they tend to buy brands with a higher market image. The student population in the lowest age group is more consciousness in keeping up with members of their peer group and so generally prefers brands with higher market image.

176

Figure 108: My brand preference is effected by image of the brand (Qualification-wise analysis)

As regards qualification wise analysis of the effect of image of the brand on brand preference, it is observed that higher the academic attainment, higher is the image consciousness for the brand which reflects in the brand preference of the respondents. While 89% of the respondents in the categories of HSC, SSC and non professional graduates believe that their brand preference is effected by image of the brand, this figure is 91% for non professional post graduates and professional graduates. It may be said that greater is the academic attainment, greater is the earning capacity and purchasing power and this reflects in greater image consciousness for the brand as regards brand preference. In contrast, non professional graduates may not be able to earn that much and so have lesser purchasing power which reflects in lesser image consciousness for the brand.

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Figure 109: My brand preference is effected by image of the brand (Family Income-wise analysis)

As regards family income wise analysis of the effect of image of the brand on brand preference, it is observed that higher the family income, higher is the image consciousness for the brand as regards brand preference. While 89% of the respondents in the income categories of Rs. 10000-Rs. 20000 and Rs. 20000-Rs. 30000 have replied that their brand preference is effected by image of the brand, this figure is 90% for the income categories of Rs. 30000 to Rs. 40000 and Rs. 40000- Rs. 50000 and 91% for the income category of more than Rs. 50000. Quite obvious, greater is the family income, greater is the purchasing power of the consumers which in turn leads to consciousness for brands with higher image but a little more expensive. Nevertheless, the consumers across all income categories are seen to be highly image consciousness for the brand and this in turn effects their brand preference. 178

Figure 110: My brand preference is effected by image of the brand (City-wise analysis)

As regards city wise analysis of the effect of image of the brand on brand preference, it is observed that greater the development of the city, higher is the image consciousness for the brand among the respondents which in turn effects their brand preference. While 91% of the respondents in the city of Mumbai say that their brand preference is effected by image of the brand, this figure is 90% for the cities of Hyderabad and Lucknow, 89% for the city of Patna and 88% for the city of Bhopal. It may be said that the consumers in Mumbai have a higher purchasing power and image consciousness for the brand as compared to the consumers in Bhopal and this reflects in the replies of the respondents and their buying behaviour.

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Figure 111: Endorsement by a celebrity of a brand increases the image of the brand for me (Gender-wise analysis)

The next question posed before the respondents was whether endorsement by a celebrity increases image of the brand. It is observed that nearly 70% of the respondents agree that endorsement by a celebrity increases the image of the brand for them. It is also observed that female respondents are a little more effected by endorsement by celebrity as compared to male respondents. While 68% of the male respondents agree that endorsement by a celebrity of a brand increases image of the brand for them, this figure is 73% for female respondents. Thus, marketing companies and apparels retailers can gain a lot more penetration in the female apparel market as compared to male apparel market by using the technique of endorsement of the brand by celebrities. This also shows that female consumers try to imitate the apparel fashion style as followed by their celebrities. 180

Figure 112: Endorsement by a celebrity of a brand increases the image of the brand for me (Age-wise analysis)

As regards age wise analysis of whether endorsement by celebrity of a brand increases image of the brand for respondents, it is observed that lesser the age of the respondents, greater is the effect of endorsement by celebrities as regards image of the brand for the respondent. While 74% of the respondents in the age group of 15-20 years agree that endorsement by a celebrity of a brand increases the image of the brand for the respondents, this figure is 72% for the age group of 20-30 years, 70% for the age group of 30-40 years, 68% for the age group of 40-50 years and 66% for the age group of 50 years and above. It may be said that the younger generation is more fascinated by the fashion style followed by their celebrities, while the older generation is a little more mature and they search for some other factors for judging image of the brand and are not that much fascinated by celebrity endorsement. 181

Figure 113: Endorsement by a celebrity of a brand increases the image of the brand for me (Qualification-wise analysis)

As regards qualification wise analysis of whether endorsement by celebrity of a brand increases image of the brand for respondents, it is observed that greater the academic attainment of the respondents, lesser is the fascination for celebrity endorsement and vice versa. While 76% of the respondents in the SSC category agree that endorsement by a celebrity increases image of the brand, this figure is 73% for HSC category, 70% for the category of non professional graduates, 69% for the category of non professional post graduates and 67% for the category of professional graduates and above. Thus, it may be said that the student population is more fascinated by celebrity endorsement and try to follow the celebrity style in their apparel buying. In contrast, with greater academic attainments, the consumers become a little more mature and thus celebrity endorsement takes a little backseat. 182

Figure 114: Endorsement by a celebrity of a brand increases the image of the brand for me (Family Income-wise analysis)

As regards family income wise analysis of whether endorsement by celebrity of a brand increases image of the brand for respondents, it is observed that the middle income categories are most fascinated by celebrity endorsement and this effect reduces both with increase as well as decrease in family income. While 73% of the respondents in the income category of Rs 30000-Rs. 40000 agree that endorsement by a celebrity increases image of the brand, this figure is 70% for the income categories of Rs. 20000-Rs. 30000 and Rs. 40000-Rs. 50000 and 69% for the income categories of Rs. 10000 to Rs. 20000 and Rs. 50000 and above. It may be said that the middle income categories have good purchasing power and they are a little more image conscious. The higher income category constitutes people with a little more maturity. The lower income group definitely does not have that much purchasing power to follow fashion style of the celebrities.

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Figure 115: Endorsement by a celebrity of a brand increases the image of the brand for me (City-wise analysis)

As regards city wise analysis of whether endorsement by celebrity of a brand increases image of the brand for respondents, it is observed that the effect of celebrity endorsement is most in the moderately developed cities and this reduces both in the high developed cities and low developed cities. While 73% of the respondents in Lucknow agree that endorsement by a celebrity increases image of the brand, this figure is 71% for Hyderabad, 70% for Patna, 69% for Mumbai and 68% for Bhopal. It may be said that the consumers in moderately developed cities have relatively good purchasing power and can afford to follow fashion style of celebrities. In contrast, consumers in low developed cities have comparatively lower purchasing power and so lesser fascination for celebrity endorsement. Consumers in developed cities are a little more mature and so again lesser fascination for celebrity endorsement. 184

Figure 116: International presence of the brand increases the image of the brand for me, thus, increasing my preference for the brand (Gender-wise analysis)

The next question before the respondents was whether international presence of the brand increases image of the brand, thus increasing their brand preference. It is observed that nearly half of the respondents i.e. nearly 51% agree that international presence increases image of the brand, thus effecting brand preference. It is also observed that more male respondents consider international presence of the brand important for image of the brand as compared to female respondents. While 53% of the male respondents agree that international presence of the brand increases image of the brand thus increasing their preference for the brand, this figure is 48% in case of female respondents. Thus, the international brands may be considered to make greater penetration into the male apparel market and that female apparel retailers can get more importance from female consumers if they also venture in the international markets.

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Figure 117: International presence of the brand increases the image of the brand for me, thus, increasing my preference for the brand (Age-wise analysis)

As regards age wise analysis of whether international presence of the brand increases image of the brand thus increasing brand preference of the respondents, it is observed that middle age group has greatest fascination for international brands and this fascination reduces both with increase as well as decrease in age of the respondents. While 53% of the respondents in the middle age group of 30-40 years agree that international presence of the brand increases image of the brand thus increasing brand preference, this figure is 51% for the age groups of 20-30 years and 40-50 years, 50% for the age group of 1520 years and 49% for the highest age group of 50 years and above. It may be said that the middle age group has a relatively greater purchasing power and have a relatively more global attitude.

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Figure 118: International presence of the brand increases the image of the brand for me, thus, increasing my preference for the brand (Qualification-wise analysis)

As regards qualification wise analysis of whether international presence of the brand increases image of the brand thus increasing brand preference of the respondents, it is observed that the respondents in the moderately qualified category have the least fascination for international brands and this fascination increases both with increase as well as decrease in qualification of the respondents. While 48% of the respondents in the category of non professional graduates agree that international presence of the brand increases image of the brand thus increasing their brand preference, this figure is 51% for the categories of HSC and non professional post graduates, 52% for professional graduates and 53% for SSC category. It may be said that the student population has a more global attitude and they try to imitate the fashion in the global arena.

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Figure 119: International presence of the brand increases the image of the brand for me, thus, increasing my preference for the brand (Family Income-wise analysis)

As regards family income wise analysis of whether international presence of the brand increases image of the brand thus increasing brand preference of the respondents, it is observed that greater the family income greater is the fascination for international brands and vice versa. While 53% of the respondents in the income category of more than Rs. 50000 agree that the international presence increases image of the brand thus increasing brand preference, this figure is 52% for the income category of Rs. 40000-Rs. 50000, 51% for the income category of Rs. 30000-Rs40000, 49% for the income category of Rs. 20000-Rs. 30000 and 48% for the income category of Rs. 10000-Rs. 20000. It may be said that higher the income of the respondents, higher is their purchasing power and thus higher is their fascination for brands which have international presence but which are a little more expensive.

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Figure 120: International presence of the brand increases the image of the brand for me, thus, increasing my preference for the brand (City-wise analysis)

As regards city wise analysis of whether international presence of the brand increases image of the brand thus increasing brand preference of the respondents, it is observed that greater the development of the city, greater is the fascination for international brands among the consumers and vice versa. While 53% of the respondents in the city of Mumbai agree that international presence of brand increases image of the brand thus increasing brand preference, this figure is 52% in Hyderabad, 51% in Lucknow, 49% in Patna and 47% in Bhopal. It may be said that consumers in developed cities like Mumbai have a higher purchasing power and so they can afford the brands having international presence but are a little expensive. Same reasoning i.e. lower purchasing power in Bhopal explains lower fascination for international in Bhopal.

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Figure 121: Social and environmental sensitiveness by a company increases the brand image of its products, thus, effecting my brand preference (Gender-wise analysis)

The next question before the respondents was whether social and environmental sensitiveness by a company increases brand image of its products thus effecting brand preference for the respondents. It is observed that nearly half of the respondents i.e. nearly 48% of the respondents have agreed that social and environmental sensitiveness by a company increases brand image of its products thus effecting brand preference. Further it is observed that female respondents are more sensitive towards social and environmental issues and that their brand preference is towards the brands of those companies which are socially and environmentally sensitive. While 46% of the male respondents agree that social and environmental sensitiveness by a company increases brand image of its products thus effecting brand preference, this figure is 51% for female respondents.

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Figure 122: Social and environmental sensitiveness by a company increases the brand image of its products, thus, effecting my brand preference (Age-wise analysis)

As regards age wise analysis of whether social and environmental sensitiveness by a company increases brand image of its products thus effecting brand preference of the respondents, it is observed that greater the age of the respondents greater is the effect of on their brand preference of the products of the company which has social and environmental sensitiveness. While 46% of the respondents in the age group of 15-20 years agree that social and environmental sensitiveness by a company increases brand image of its products thus effecting brand preference of the respondents, this figure is 47% for the age group of 20-30 years, 48% for the age group of 30-40 years, 49% for the age group of 40 -50 years and 51% for the age group of 50 years and above.

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Figure 123: Social and environmental sensitiveness by a company increases the brand image of its products, thus, effecting my brand preference (Qualification-wise analysis)

As regards qualification wise analysis of whether social and environmental sensitiveness by a company increases brand image of its products thus effecting brand preference of the respondents, it is observed that that the moderately qualified respondents have most sensitiveness for social and environmental issues thus effecting brand preference of the respondents and this effectiveness reduces both with increase as well as decrease in academic attainment of the respondents. While 50% of the respondents in the category of non professional graduates agree that social and environmental sensitiveness by a company increases brand image of its products thus effecting brand preference of the respondents, this figure is 48% for the categories of HSC and non professional post graduates and 47% for the categories of SSC and professional graduates and above.

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Figure 124: Social and environmental sensitiveness by a company increases the brand image of its products, thus, effecting my brand preference (Family Income-wise analysis)

As regards family income wise analysis of whether social and environmental sensitiveness by a company increases brand image of its products thus effecting brand preference of the respondents, it is observed that the middle income categories are most sensitive towards social and environmental issues which effects their brand preference and this effect reduces both with increase as well as decrease in family income. While 50% of the respondents in the family income category of Rs. 30000-Rs. 40000 agrees that social and environmental sensitiveness by a company increases brand image of its products thus effecting brand preference of the respondents, this figure is 49% for the income category of Rs. 40000-Rs. 50000, 48% for the income category of Rs. 20000- Rs. 30000 and 47% for the income categories of Rs. 10000- Rs. 20000 and more than Rs. 50000. 193

Figure 125: Social and environmental sensitiveness by a company increases the brand image of its products, thus, effecting my brand preference (City-wise analysis)

As regards city wise analysis of whether social and environmental sensitiveness by a company increases brand image of its products thus effecting brand preference of the respondents, it is observed that the respondents in the moderately developed cities are most sensitive for social and environmental issues which effects their brand preference and this effectiveness decrease both in the lesser as well as greater developed cities. While 51% of the respondents in the city of Lucknow agree that social and environmental sensitiveness by a company increases brand image of its products thus effecting brand preference of the respondents, this figure is 49% in the city of Patna, 48% in the city of Hyderabad, 47% in the city of Mumbai and 45% in the city of Bhopal.

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Figure 126: Image of a brand in society effects the level of satisfaction derived by me after I buy the brand (Gender-wise analysis)

The last question that was posed before the respondents was whether image of a brand in society effects the level of satisfaction derived by them after they buy the brand, it is observed that nearly 61% of the respondents agree that image of a brand in society effects the level of satisfaction derived by them after they buy the brand. It is also observed that male respondents are more conscious about image of the brand which effects their brand preference as compared to female respondents. While 63% of the male respondents agree that image of a brand in society effects the level of satisfaction derived by them after they buy the brand, this figure is 58% for female respondents. Thus, the apparel marketing companies and apparel retailers of male apparels are likely to be more positively effected by improving image of the brand as compared to companies selling female apparels. 195

Figure 127: Image of a brand in society effects the level of satisfaction derived by me after I buy the brand (Age-wise analysis)

As regards age wise analysis of the effect of image of the brand in society on the level of satisfaction derived by the respondents after they buy the brand, it is observed that greater the age of the respondents, greater is the effect of image of the brand in society on the level of satisfaction derived by the respondents after they buy the brand and this effect reduces with the reduction in age of the respondents. While 59% of the respondents in the age group of 15-20 years agree that image of the brand in society effects their level of satisfaction derived by them after they buy the brand, this figure is 60% in the age group of 20-30 years, 61% in the age group of 30-40 years, 62% in the age group of 40 50 years and 64% in the age group of 50 years and above. Thus, it may be said that the consumers in the highest age group are very much matured and thus they consider image of the brand an important factor in brand preference. 196

Figure 128: Image of a brand in society effects the level of satisfaction derived by me after I buy the brand (Qualification-wise analysis)

As regards qualification wise analysis of the effect of image of the brand in society on the level of satisfaction derived by the respondents after they buy the brand, it is observed that greater the academic attainment of the respondents, greater is their image consciousness of the brand which effects their level of satisfaction after they buy the brand and this effect reduces with reduction in academic attainment of the respondents. While 63% of the respondents in the category of professional graduates agree that image of the brand effects their level of satisfaction derived after they buy the brand, this figure is 62% in the category of non professional post graduates, 60% in the category of non professional graduates, 59% in the HSC category and 58% in the SSC category. It may be said that with academic attainments, people become more mature and thus their image consciousness of the brand increases. 197

Figure 129: Image of a brand in society effects the level of satisfaction derived by me after I buy the brand (Family Income-wise analysis)

As regards family income wise analysis of the effect of image of the brand in society on the level of satisfaction derived by the respondents after they buy the brand, it is observed that with the increase in family income, image consciousness of the brand increases effecting level of satisfaction and this effect decreases with decrease in family income. While 63% of the respondents in the family income category of more than Rs. 50000 agree that image of the brand effects their level of satisfaction after they buy the brand, this figure is 62% for the income category of Rs. 40000-Rs. 50000, 61% for the income category of Rs. 30000-Rs. 40000, 59% for the income category of Rs. 20000-Rs. 30000 and 57% for the income category of Rs. 10000-Rs. 20000. It may be said that with the increase in family income, consumers are able to afford expensive brands which have good image in society and this positively effects level of satisfaction derived by the consumers after they buy such brands. 198

Figure 130: Image of a brand in society effects the level of satisfaction derived by me after I buy the brand (City-wise analysis)

As regards city wise analysis of the effect of image of the brand in society on the level of satisfaction derived by the respondents after they buy the brand, it is observed that greater the development of the city, greater is the image consciousness of the brand which effects level of satisfaction derived by the consumers after they buy the brand. While 63% of the respondents in the city of Mumbai agree that image of the brand in society effects their level of satisfaction derived by them after they buy the brand, this figure is 62% in the city of Hyderabad, 60% in the city of Lucknow, 59% in the city of Patna and 58% in the city of Bhopal. It may be said that in Mumbai people have a greater purchasing power than in Bhopal and so they can afford to buy the brands which have a good image but which are a little expensive and this increases the level of satisfaction derived by them after they buy the brand. 199

CHAPTER 10

CONCLUSIONS AND RECOMMENDATIONS

Consumer perception can be viewed as an outcome that takes into account the cultural aspects as well as changes in buying behavior. The relationship between characteristics of both consumers and brands are becoming increasingly important marketing problems, particularly with characteristics such as materialism being a strong driver of acquiring and consuming specific types of brands. As such, this study focuses on examining the relationships between consumer characteristics, including gender, nationality and level of materialism with brand perception. Consumers perceive brands as providing both emotional benefits (e.g. display of status, wealth and prestige) and utilitarian benefits (e.g. quality and low price). Their brand perception influences their buying behavior. Here it is stated that higher the preference for the brand, higher is the positive consumer perception which in turn reflects positive buying behavior.

The present study has aimed to determine the factors affecting Indian consumers' buying behavior towards branded apparel that is available in their national market. The study has provided the demographic variation of the consumers for making choices for branded apparel. The study has been conducted in five major cities of India, viz. Mumbai, Hyderabad, Lucknow, Patna and Bhopal. To get a clear understanding of role of different factors and marketing strategies in creating a brand and finally effecting consumer 200

perception and in turn consumer buying behavior, various factors such as Advertising of the brand, Sales Promotion for the brand, Price of the brand and Image of the brand have been studied with respect to various demographic factors such as Age, Gender, Education, Monthly family income and Place of stay of the respondents.

CONCLUSIONS OF THE STUDY Following are the various conclusions drawn from the study along with the details as to how they have gone to test the hypothesis of the study: H11: Males prefer branded apparel more than female buyers

More than 80% of the respondents were found agreeing or strongly agreeing that while shopping for apparels, they prefer branded apparels to unbranded apparels. It has also been found that male respondents prefer branded apparels to unbranded apparels more in comparison to the female respondents. However, this difference is only of nearly 2%. The respondents in the highest age group of 50 and above have the greatest preference for branded apparels than unbranded apparels and this preference reduces with the reduction in the age groups. Nearly 91% of the respondents in the category of professional graduates and above have preference for branded apparels than unbranded apparels, which reduces with the reduction in academic achievement of the respondents. Higher the family income, higher is the preference for branded apparels. More than 90% of the respondents in Mumbai prefer branded apparels than unbranded apparels.

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Quite similar is the trend in Hyderabad. Lucknow is also not very far behind, though Patna has not shown that much preference for branded apparels. However, Bhopal has given very astonishing results where only a little more than half of the respondents have shown preference for branded apparels.

While nearly 80% of the respondents have preference for branded apparels than unbranded apparels, only 50% have preference for a specific brand. Female respondents are more fickle as compared to male respondents as regards preference for a specific brand is concerned while shopping for branded apparels. Older generation is more specific about a particular brand while shopping for branded apparels, whereas a very little percentage of younger generation has such liking for a specific apparel brand. Nearly 76% of the respondents belonging to the category of professional graduates prefer a specific brand, while a very little percentage of only 17% of the respondents in the lowest qualification category prefer a specific brand. Greater the family income, greater is the preference for a specific apparel brand. Mumbai has the highest preference for specific brands, whereas Bhopal has the least preference for specific brands. It is also observed across the five cities that though people generally prefer branded apparels than unbranded apparels, they are generally fickle for specific brands.

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H22: Socio economic and cultural background of consumers has an impact on their perception

In only 50% of the cases, the brand preference of the respondents is influenced by his/her self opinion rather than the opinion of his/her family members. In case of female respondents, only 43% are influenced by their self opinion rather than the opinion of family members, whereas nearly 50% of the male respondents are influenced more by the opinion of the family members rather than their self opinion. The middle aged people in the age group of 30 to 40 years are the most family oriented as regards their purchase of branded apparels is concerned. The two extremes in the five age groups are observed to be most self centered as regards their purchase of branded apparels is concerned. The most educated are most self centered and are influenced more by their self opinion than by the opinion of their family members. In contrast, the moderately educated and the matured category of non professional post graduate and above are least influenced by their self opinion and most by the opinion of their family members. Higher the income, higher is the self centric attitude and vice versa. Mumbaikars are most self centered and are followed by people from Hyderabad, Lucknow, Patna and Bhopal, in that order.

Nearly three quarters of the respondents agreed that their brand preference is influenced demonstratively by their friends, colleagues, co workers, i.e. their peer group. Here, the female respondents were a little ahead than their male counterparts by difference of nearly 5%. Lesser is the age of the respondent, 203

greater is the influence of his/her peer group on the brand preference. Nearly three quarters of the respondents in all but one segment say that their brand preference is influenced demonstratively by their peer group. Only 67% of the respondents in the category of professional graduates and above agree on the influence of their peer group on their brand preference. In all but one categories, greater the family income greater is the influence of the peer group. The family income group of more than Rs. 50,000 depends more on their own taste and preferences and are not that much influenced by their peer group. Greater the development of the city, greater is the influence of peer group on brand preference for the respondents.

Good image of the brand is by and large the most prominent factor for brand preference. This is followed by good advertising for the brand, good sales for the brand and value for money vis--vis price of the brand, in that order. The same pattern of factors for brand preference is visible among male respondents. However, female respondents exhibit nearly opposite order for these factors. For them value for money vis--vis price of the brand is the most important factor for brand preference which is followed by good sales promotion for the brand, good image of the brand and good advertising for the brand in that order. Good advertising for the brand is the more important factor for the age group of 15 to 20 years and the importance reduces with increase in age of the respondents. Good sales promotion for the brand is more important for the middle aged groups of 20 to 30 years, 30 to 40 years and 40 to 50 years. The price of the apparel is

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more important for the matured age group of 30 to 40 years and the importance reduces with the increase or decrease in ages. Importance of good image of the brand increases with increase in age. In all, for the lower age groups of 15 to 20 years, 20 to 30 years and 30 to 40 years, advertising is the most important factor for brand preference, for the senior age groups of 40 to 50 years and 50 years and above, it is good image of the brand. Lesser the qualification, greater is the importance of advertising and price of the apparel and lesser the qualification, lesser is the importance of sales promotion and image of the brand. By and large, across all the academic categories, good image of the brand is most important factor for brand preference and value for money vis--vis price of the brand is the least important factor for brand preference. Greater is the family income, greater is the importance for advertising and image of the brand. In contrast, lesser is the family income, greater is the importance of sales promotion and price of the brand. Except Bhopal, all the other four cities give more importance to advertising and image of the brand. In contrast, Bhopal has more importance for sales promotion and price of the brand. Patna exhibits the most balanced approach towards factors of brand preference. The city has given nearly equal importance i.e. 25% to all the four factors of brand preference. H33: Advertising and Sales Promotion has an influence on Consumer Perception Nearly 95% of the respondents believe that advertising is an effective medium of creating brand preference among consumers. Quite similar are the replies of

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both the male and female respondents. However, male respondents are a little more effected by the advertising than their female counterparts. Lesser the age of the respondents, greater is the effectiveness of advertising on brand preference and this effectiveness reduces, but not very much, with increase in age. Lesser the academic achievement greater is the effectiveness of advertising on brand preference. Higher the income level, higher is the effectiveness of adverting on brand preference. The fashion capital of Mumbai gives nearly 98% to the effectiveness of advertising on brand preference. This figure is nearly 96% for Hyderabad, 95% for Lucknow and Patna and 91% for Bhopal.

Nearly a quarter of the respondents selected electronic media as the most effective medium of advertising having bearing on brand preference. This was followed by print media, outdoor advertising, SMS and telecalling and web advertising, in that order. Quite similar trend was observed in the replies by the female respondents. However, as regards male respondents, it is observed that they have an equal liking for electronic media and print media which is followed by outdoor advertising, web advertising and SMS and telecalling, in that order. Five mediums of advertising have totally different effectiveness on brand preference of the five age groups. As regards the youngest age groups, greatest effectiveness is by electronic media, while highest age categories show greatest preference for print media and outdoor advertising. Whereas the student population of SSC and HSC do not consider print media important for brand preference, it is the most important medium of advertising as regards the other

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three higher categories of academic qualification. While the lower income groups have liking for outdoor advertising and print media, the higher income groups prefer electronic media and SMS and telecalling. Electronic media is a major effective medium of advertising in Mumbai, Hyderabad and Lucknow. As regards Patna outdoor advertising is the major effective medium of advertising, while it is print media in Bhopal.

The pride appeal has the greatest influence on brand preference of the respondents. This is followed by sex appeal, love appeal, joy appeal, and humour appeal, in that order. This pattern of advertising appeals was quite similar for both male and female respondents. However, it is also observed that whereas joy appeal, humour appeal and pride appeal have greater influence on male respondents as compared to female respondents, the reverse is true in case of love appeal and sex appeal. In all the age categories pride appeal leads in influencing the brand preference and is followed by sex appeal, love appeal, joy appeal, and humour appeal, in that order. Pride appeal leads the pack among all the academic categories. Joy appeal and humour appeal are most important for SSC, sex appeal for non professional graduates, love appeal for non professional post graduates and pride appeal for professional graduates. Joy appeal and humour appeal are most influential for income group upto Rs. 20,000 as compared to other income groups. Further, love appeal and pride appeal are most influential for income group more than Rs. 50,000 as compared to other groups. Similarly, sex appeal is most influential for the middle income group.

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Pride appeal is most influential across the respondents in all the cities. This is followed by sex appeal in the four cities viz, Mumbai, Hyderabad, Lucknow and Patna. In Bhopal the second most influential advertising appeal is love appeal.

Nearly 70% of the respondents agree to the fact that endorsement by celebrities does effect their brand preference. Nearly three quarters of female respondents do agree that endorsement by celebrities effect their brand preference. In contrast, nearly 65% of the male respondents agree that endorsement by celebrities effect their brand preference. The younger generation of 15-20 years is the most influenced by endorsement by celebrities. The percentage of respondents who get influenced by endorsement by celebrities reduces with increase in age. Across all the categories of qualifications, nearly 70% of the respondents agree that they get influenced by the endorsement by celebrities. The influence of endorsement by celebrities reduces, but not very much, with increase in family incomes. While nearly 72% of the respondents in the lowest income group agree that endorsement by celebrities influence their brand preference, this percentage is nearly 70% for the next two higher income groups and nearly 69% for the highest two income groups. Lucknow leads the pack with more than three quarters of the respondents agreeing that endorsement by celebrities effect their brand preference. This is followed by nearly 70% in Patna, nearly 68% in Hyderabad and nearly 67% in Mumbai and Bhopal.

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Majority of the respondents disagree that gimmicks and publicity stunts have any effect on their brand preference. Effect of gimmicks and publicity stunts on brand preference is a little more for female respondents as compared to their male counterparts. Younger the generation, greater is the effect of gimmicks and publicity stunts. Higher the academic attainment lesser is the effect of gimmicks and publicity stunts on brand preference of the respondents. Higher the income level lesser is the effect of gimmicks and publicity stunts on brand preference. More developed the city, lesser is the effect of gimmicks and publicity stunt.

Nearly 93% of the respondents agreed that sales promotion does effect their preference for the brand. Only nearly 7% of the respondents said that sales promotion techniques are not very effective for brand preference. Female respondents are more effected by sales promotion techniques than the male respondents. Lesser the age of the respondents, greater is the effectiveness of sales promotion techniques. Higher the academic attainment, lower is the effect of sales promotion techniques on brand preference. Sales promotion techniques are least effective on either the lowest income groups or the highest income groups. Middle class is effected most by the sales promotion techniques as regards brand preference. Sales promotion techniques are least effective either in most developed cities or least developed cities and are most effective in the medium cities.

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Free goods/gifts have the highest level of effectiveness on brand preference. This is followed by patronage rewards, coupons, cash refund offers and sales contests. There are marked dissimilarities between the responses given by male and female respondents. While male respondents have replied that the effectiveness of patronage rewards is the most, female respondents have replied that the effectiveness of free goods/gifts is the most. Coupons and sales contests are comparatively most important for the age group of 15-20 years than other age groups. Similarly, for free goods/ gifts it is the age group of 20-30 years and for cash refund offers and patronage rewards, it is age group of 50 years and above. Coupons and sales contests are most important for SSC category, free goods for non professional post graduates, cash refund offers and patronage rewards for professional graduates. Cash refund offers and free goods are most important for lowest income category, coupons and sales contests for the middle income category and patronage rewards for the fourth income category. Sales contests is most important in Mumbai, coupons in Hyderabad, patronage rewards in Lucknow, cash refund offers in Patna and free goods in Bhopal.

Only 40% of the respondents agree that stalls/kiosks of the brand have effect on their brand preference. It is further observed that female respondents are a little more effected by stalls/kiosks of the brand than the male respondents. With increase in age, fascination with stalls/kiosks of the brand in malls/ /market places decreases. With increase in academic attainment, the effectiveness of stalls/kiosks of the brand in malls/ /market places on brand preference

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decreases. Middle income group has the greatest affect of stalls/kiosks of the brand in malls/ /market places on their brand preference and this effect reduces both with increase in income as well as decrease in income. Respondents in the less developed cities are lesser effected by stalls/kiosks of the brand in malls/ /market places, the respondents are moderately effected by stalls/kiosks of the brand in malls/ /market places in the most developed cities and most effected by stalls/kiosks of the brand in malls/ /market places in the moderately developed cities.

47% of the respondents agree that good environment in the shop (lighting, window display, mannequins, music, ambience, etc.) of a brand helps in increasing preference for the brand. Nearly half of the female respondents agree that good environment in the shop of a brand helps in increasing preference for the brand, this figure is only 44% for male respondents. With the increase in age the effectiveness of good environment of the shop of a brand on brand preference decreases. Lowest qualified and the highest qualified are the most effected by good environment of the shop of a brand, while the moderately qualifies are least effected by good environment of the shop of a brand. Effectiveness of good environment of the shop of a brand on brand preference is lowest in both lowest income category as well as highest income category and highest in case of middle income category. Greater the development of the city, greater is the effectiveness of good environment of the shop of a brand on brand preference of the consumers.

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Nearly 50% of the respondents agree that convenience of shopping as provided through telemarketing and e-marketing helps in increasing their brand preference. This figure is nearly 52% for male respondents and 48% for female respondents. With increase in age the effectiveness of convenience of shopping as provided through telemarketing and e-marketing on brand preference decreases. Lowest qualified and the highest qualified are most effected by convenience of shopping as provided through telemarketing and e-marketing, whereas the moderately qualified are least effected by convenience of shopping as provided through telemarketing and e-marketing. Higher the family income higher is the positive effect of convenience of shopping as provided through telemarketing and e-marketing. More developed the city, greater is the effect of convenience of shopping as provided through telemarketing and e-marketing. H44: Price of branded apparel inhibits potential consumers from purchasing

Nearly 79% of the respondents agree that the price of the brand plays a very significant role in creating preference for the brand. This percentage is a little higher at nearly 80% for the female respondents and nearly 78% for the male respondents. The lowest age group and the highest age group are least price conscious and that this figure is greatest in the middle age groups. Moderately qualified respondents are most effected by price of the brand as regards their brand preference and this figure reduces with increase in academic attainment or decrease in academic attainment. Effectiveness of price of the brand on brand 212

preference decreases with increase in family income. Higher the development of the city, lower is the effectiveness of price of the brand on brand preference and vice versa.

Nearly 38% of the respondents agree that increase in price of their favourite brand effects their preference for the brand. It is also observed that female respondents are more effected by increase in price of their favourite brand as compared to the male respondents. Respondents in the middle age group are most effected by increase in price of their favourite brand and this figure decreases with both increase as well as decrease in age groups. Effect of increase in price of their favourite brand on the preference for the brand is seen most in moderately qualified respondents and this decrease with both increase as well as decrease in academic attainment. With increase in family income the effect of increase in price of favourite brand of the consumers on their brand preference decreases. Greater the development of the city, lesser is the effect of increase in price of favourite brand of the consumers on their brand preference

41% of the respondents agree that with decrease in price of competing brands, preference for their brands gets effected. It is also observed that females are to a little extent more effected by decrease in price of competing brands as compared to the male respondents. Middle age group is most effected by the decrease in price of competing brands effecting their preference for their favourite brand and this figure reduces both with increase as well as decrease in age. Moderately

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qualified respondents are most effected as regards preference of their favourite brand upon decrease in price of competing brands and this figure decreases both with increase as well as decrease in academic attainment. Higher the family income, lesser is the effect on preference for favourite brand upon decrease in price of competing brands. More the development of the city, lesser is the effect on preference for the favourite brand upon decrease in price of competing brands.

Nearly 28% of the respondents agree that price of the competing brands is the most important factor that effects their decision regarding brand preference while they are shopping for a particular type of apparel for the first time. It is also observed that female respondents are more effected as regards their decision pertaining to brand preference by price of the competing brands while shopping for a particular type of apparel for the first time. Middle age group is most effected by price of competing brands and this effect decrease both with increase as well as decrease in age. Moderately qualified category is most effected by price of the competing brands, as regards their decision for brand preference, while shopping for a particular type of apparel for the first time and this effect decreases both with increase as well as decrease in academic attainment. Greater the family income, lesser is the effect of price of competing brands as regards their decision for brand preference, while shopping for a particular type of apparel for the first time and this effect increases with decrease in family income. Greater the development of the city, lesser is the effect of competing

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brands on decision regarding brand preference, while shopping for a particular type of apparel for the first time.

Nearly 39% of the respondents agree that expensiveness of the brand increases the image of the brand for them and which in turn increases the preference for the brand. It is also observed that female respondents consider expensiveness of the brand as one of the factors for brand image as compared to male respondents. With the increase in age group, greater proportion of respondents believe that expensiveness of the brand increases brands image which in turn increases the brand preference. Higher the academic attainment, higher is the belief that expensiveness of the brand increases brand`s image which in turn increases brand preference. Higher the family income, higher is the belief that expensiveness of the brand increases brand`s image, in turn increasing brand preference. Greater the development of the city, higher is the belief that expensiveness of the brand increases brand`s image, in turn increasing brand preference.

H55: There is an association between brand image and personal satisfaction

Very high percentage of 90% of the respondents replied that the image of the brand effects their brand preference. It is also observed that male respondents are more consciousness about image of the brand as compared to female

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respondents. The lowest age group and the highest age group are more image consciousness for the brand and this decrease in the middle age groups. Higher the academic attainment, higher is the image consciousness for the brand which reflects in the brand preference of the respondents. Higher the family income, higher is the image consciousness for the brand as regards brand preference. Greater the development of the city, higher is the image consciousness for the brand among the respondents which in turn effects their brand preference.

Nearly 70% of the respondents agree that endorsement by a celebrity increases the image of the brand for them. It is also observed that female respondents are a little more effected by endorsement by celebrity as compared to male respondents. Lesser the age of the respondents, greater is the effect of endorsement by celebrities as regards image of the brand for the respondent. Greater the academic attainment of the respondents, lesser is the fascination for celebrity endorsement and vice versa. Middle income categories are most fascinated by celebrity endorsement and this effect reduces both with increase as well as decrease in family income. Effect of celebrity endorsement is most in the moderately developed cities and this reduces both in the high developed cities and low developed cities.

Nearly half of the respondents i.e. nearly 51% agree that international presence increases image of the brand, thus effecting brand preference. It is also observed that more male respondents consider international presence of the brand

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important for image of the brand as compared to female respondents. Middle age group has greatest fascination for international brands and this fascination reduces both with increase as well as decrease in age of the respondents. Respondents in the moderately qualified category have the least fascination for international brands and this fascination increases both with increase as well as decrease in qualification of the respondents. Greater the family income greater is the fascination for international brands and vice versa. Greater the development of the city, greater is the fascination for international brands among the consumers and vice versa.

Nearly half of the respondents i.e. nearly 48% of the respondents have agreed that social and environmental sensitiveness by a company increases brand image of its products thus effecting brand preference. Further it is observed that female respondents are more sensitive towards social and environmental issues and that their brand preference is towards the brands of those companies which are socially and environmentally sensitive. Greater the age of the respondents greater is the effect of on their brand preference of the products of the company which has social and environmental sensitiveness. Moderately qualified respondents have most sensitiveness for social and environmental issues thus effecting brand preference of the respondents and this effectiveness reduces both with increase as well as decrease in academic attainment of the respondents. Middle income categories are most sensitive towards social and environmental issues which effect their brand preference and this effect reduces

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both with increase as well as decrease in family income. Respondents in the moderately developed cities are most sensitive for social and environmental issues which effects their brand preference and this effectiveness decrease both in the lesser as well as greater developed cities.

Nearly 61% of the respondents agree that image of a brand in society effects the level of satisfaction derived by them after they buy the brand. It is also observed that male respondents are more conscious about image of the brand which effects their brand preference as compared to female respondents. Greater the age of the respondents, greater is the effect of image of the brand in society on the level of satisfaction derived by the respondents after they buy the brand and this effect reduces with the reduction in age of the respondents. Greater the academic attainment of the respondents, greater is their image consciousness of the brand which effects their level of satisfaction after they buy the brand and this effect reduces with reduction in academic attainment of the respondents. With the increase in family income, image consciousness of the brand increases effecting level of satisfaction and this effect decreases with decrease in family income. Greater the development of the city, greater is the image consciousness of the brand which effects level of satisfaction derived by the consumers after they buy the brand.

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RECOMMENDATIONS OF THE STUDY Recommendations from the study flow from the conclusion drawn in the study and from the Hypothesis which have been tested. Following are the important recommendations of the study: 1. While nearly 80% of the respondents have preference for branded apparels than unbranded apparels, only 50% have preference for a specific brand. This is an eye opener for the companies in the business of retail apparel sector. They cannot sit back and do the marketing in the traditional manner. Infact they should be proactive in their marketing techniques as they cannot take the customers for granted as they have a high sense of fickleness within the different apparel brands.

2. Good image of the brand is by and large the most prominent factor for brand preference. This is followed by good advertising for the brand, good sales for the brand and value for money vis--vis price of the brand, in that order. Thus, the companies in apparel retail sector ought to invest too uch on betterment of image of their brands by whatever techniques they feel suitable.

3. Nearly 95% of the respondents believe that advertising is an effective medium of creating brand preference among consumers. Thus, retail apparel companies should not definitely forget that good advertising is necessary both for good brand image as well as for customer consciousness and awareness.

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4. Nearly 70% of the respondents agree to the fact that endorsement by celebrities does effect their brand preference. Thus, retail apparel companies should invest in signing contracts with the celebrities as this not only gives publicity to the brands but increases the image of the brand which again is important for brand preference.

5. Majority of the respondents disagree that gimmicks and publicity stunts have any effect on their brand preference. Thus, the retail apparel companies should as far as possible shun gimmicks and publicity stunts as it not only adversely affects brand preference but also adversely affects the image of the brand.

6. Nearly 93% of the respondents agreed that sales promotion does effect their preference for the brand. Thus, retail apparel companies should invest heavily on sales promotion techniques, especially the free goods and gifts and visual merchandising.

7. Nearly 50% of the respondents agree that convenience of shopping as provided through telemarketing and e-marketing helps in increasing their brand preference. Thus, the retail apparel companies should focus on providing better and easy access to their websites from where the customers should be provided maximum information and should help them buy the apparels with minimum hassles. Also, the companies should provide for

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better customer care centers from where the executives may help the customers in the best possible manner.

8. Nearly 79% of the respondents agree that the price of the brand plays a very significant role in creating preference for the brand. Thus, apparel retail companies should focus on the affordability of their brands as only then they can reach the masses and maximize their revenues through higher sales and volumes.

9. Nearly half of the respondents i.e. nearly 51% agree that international presence increases image of the brand, thus effecting brand preference. Thus, the retail apparel companies should also venture outside the domestic market as this will not only increase their base for sales but will also better the image of their brands in the domestic market thus increasing preference for their brands.

10. Nearly half of the respondents i.e. nearly 48% of the respondents have agreed that social and environmental sensitiveness by a company increases brand image of its products thus effecting brand preference. Thus, retail apparel companies should focus on the ventures in Corporate Social Responsibility (CSR) and should make their brands look like the brands for the masses and not only for the elite classes.

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ANNEXURE

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CASE STUDIES

A case study is an in-depth investigation of a single individual, group, or event to explore causation in order to find underlying principles. Rather than using samples and following a rigid protocol (strict set of rules) to examine limited number of variables, case study methods involve an in-depth, longitudinal (over a long period of time) examination of a single instance or event: a case. They provide a systematic way of looking at events, collecting data, analyzing information, and reporting the results. It is generally believed that the case-study method was first introduced into social science by Frederic Le Play in 1829 as a handmaiden to statistics in his studies of family budgets. When the Harvard Business School was started, the faculty quickly realized that there were no textbooks suitable to a graduate program in business. Their first solution to this problem was to interview leading practitioners of business and to write detailed accounts of what these managers were doing.

Case studies lend themselves to both generating and testing hypotheses. With this end in view, studies of various cases in the field of consumer perception and product branding has been done in the present research work. Out of these case studies, ten case studies were selected for presentation in this thesis. These ten case studies pertain to the most trusted and respected brands in the field of apparel retailing and thus are most pertinent for writing in this thesis.

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CASE 1: ADIDAS Adidas is a German shoe, clothing and apparel company that also owns Reebok, Taylor Made and Rockport. Besides sports footwear, the company also produces other products such as bags, shirts, watches, eyewear and other sports and clothing related goods. The new millennium has brought about an Adidas renaissance; the brand has steadily regained market share over the past five years to become the world's number two athletic shoe company (behind Nike). Reinvention was key, not only for the Adidass marketing strategy, but also for its product line. In the 1990s, Adidas signed the world No. 1 batsman Sachin Tendulkar and made shoes for him. In 2008, Adidas made their move into English cricket market by sponsoring English batting star Kevin Pietersen. The following year they signed up fellow England player Ian Bell, Pakistan player Salman Butt and Indian Player Ravindra Jadeja. Having made cricket footware for many years, the company finally entered the field of bat manufacture in 2008 and their products are available in Incurza, Pellara and Libro ranges. Adidas also manufactures the uniforms worn by both the England cricket team and the Australian cricket team. In 2008 and 2009 in both the seasons of the Indian Premier League (IPL), it took up the sponsorship of the Mumbai Indians and the Delhi Daredevils. Adidas also designs and makes sandals, watches, eyewear, bags, baseball caps, and socks. As well, Adidas has a branded range of male and female deodorants, perfumes, aftershave and lotions. The company uses the manufacturing unit of Lakhani footwear to manufacture the locally produced Adidas range in India.

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CASE 2: Aza Fashions Private Limited Aza Fashions Private Limited is one of the most well-established high-end couture, multi-designer store in the country. Aza, the multi designer brand is perceived as a fashion destination which offers them wide range of designer merchandise suitable to their casual, evening and wedding wear needs. The best part is it offers the wide range of accessories like jewellery, bags, and footwear along with the designer apparel. AZA houses over 50 of the top Indian designers. This includes Rohit Bal, Sabysachi Mukerjee, Anamika Khanna, Manish Malhotra, Varun Bahl, Tarun Tahiliani, Raakesh Agarwal, Priyadarshini Rao, Pallavi Jakishan, Rocky S, Meghna K, Prriya Awasthy & Tarana Masand, Suneet Verma, Manish Arora, Neeta Lulla, Anuj Sharma, Aneeth Arora, Debarun Mukherjee, Digvijay Singh, Kunal Rawal, Nachiket Barve, Nimita Rathod, Nitin Bal Chauhan, and Vivek Karunakaran & Vivek Kumar. and many many more. Events at the AZA store and promoter Alka Nishar are regularly featured in fashion journals such as Vogue India, LOfficiel, etc. AZA is a major player at the Fashion Weeks. AZA is the official co-sponsor at the Lakme Fashion Week since the last few years. They have also sponsored the annual Fashion Awards. Aza presented as sponsor for the GenNext Show, a unique initiative by Lakme Fashion Week. Aza has reiterated their commitment to and belief in both IMG and Lakme, the two pillars of the fashion industry in India. Dr. Alka Nishar of Aza, said, As a leading fashion brand it is always been our endeavor to promote aspiring designers and be a footprint of the newest trends in the world of fashion and style.

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CASE 3: French Connection French Connection is one of the strongest brands on the British high street with operations spreading in over 25 countries. The whole business is born out of a desire to be original, distinctive and accessible. French Connection is a credible and focused fashion brand that speaks through its product. It is a brand that celebrates personal style without the gimmicks. With more than 1,500 outlets across 25 countries worldwide, French Connection is truly a global fashion brand. It has ensured that the brand in India emulates the same global strategy with respect to timely seasonal launches, competitive pricing and the highest standards of service. FCUK is a short, sharp name to stand for French Connection. Whether fcuk has shocked or amused, it certainly makes one think. Bold, witty and intelligent, it demonstrates how French Connection has given personality to its brand, a rare achievement on todays crowded high street. FC has 4 branding categories: French Connection all fashion pieces like dresses, tops, shirts, trousers, formal jackets; FCUK casual lines like tees, denims, casual jackets; FC 72 casual lines of polos, sweats & vintage sportswear; and French Connection formal Lines of formal shirts and Top wear. French Connection believes in fashion that is edgy and not everybody can carry it. Its fashion conscious is not victimized by fashion, it is ahead of times. Its fashion is unique & distinctive and the fashion that exudes & reflects. The brand French Connection is present in premium upscale retail locations across the country. They already have set very high standards of customer service and boast of a strong product base.

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CASE 4: LEVIS Levi's was founded in 1873 in San Francisco, specializing in riveted denim jeans and different lines of casual and street fashion; Levi Strauss & Co. is a worldwide corporation organized into three geographic divisions. The company employs a staff of approximately 10,500 people worldwide, and owns and develops a few brands. Levi Strauss, the inventor of the quintessential American garment - the blue jean - imported dry goods clothing, underwear, umbrellas, handkerchiefs, bolts of fabric and sold them to the small stores that were springing up all over California and the West. In 1872, Levi received a letter from Jacob Davis, a Reno, Nevada tailor. Davis was one of Levi Strauss regular customers; he purchased bolts of cloth from the company to use for his own business. In his letter, he told the prosperous merchant about the interesting way he made pants for his customers: he placed metal rivets at the points of strain - pocket corners, and at the base of the button fly. He did this in order to make the pants stronger for the laboring men who were his customers. He wanted to patent this new idea but needed a business partner to get the idea off the ground. So he suggested that the two men take out the patent together (sharing the costs, as well). Levi was enthusiastic about the idea and the patent was granted to both men on May 20, 1873. The blue jean was born. The famous 501 jean known at the time simply as XX was soon a best seller. Establishing a strong and distinguishable brand image for the 'Anti-Fit' range of jeans is the central idea behind Levis marketing strategy for breaking into the competitive market and ultimately gaining a favourable share of the market for designer jeans.

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CASE 5: LIFESTYLE The foundation of the Lifestyle is built on the philosophy that Customer comes first. This philosophy has encouraged them to develop and live by the following values as an organization - Carefully listen. Constantly adapt. Always deliver. The Core Values of Lifestyle include Passion for excellence; Integrity in everything; Empowering people to strive and deliver, and; Adapting to changing market and customer needs. The Lifestyle strives to grow with its consumers. In the process it seeks to provide products and services that are Great value for money; Fashionable & contemporary; and are on par with global standards. In order to ensure consistent customer satisfaction, the Group ensures that the brand and shop level experience across all its brands and outlets, in all the markets it operates in, is not only inviting but offers the highest degree of customer satisfaction. Expansion being at the core of its business philosophy, the Lifestyle continues to add many more new concepts and stores in the near future. Today the Group has a multi-brand, multi-national presence across various retail formats. Lifestyle has positioned itself as a trendy, youthful and vibrant brand that offers customers a wide variety of merchandise at an exceptional value for money, It is one stop shop destination for more than 250 brands covering apparel, footwear, cosmetics and perfumes. A host of exciting national and international brands are available such as Louis Philippe, Van Heusen, Arrow, Park Avenue, Benetton, Tommy Hilfiger, Espirit, Adidas, Levis, Tissot, Armani to name a few. Today, Lifestyle offers a truly international shopping experience.

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CASE 6: PROVOGUE Provogues philosophy of `creating trends' in fashion, an aggressive marketing strategy, coupled with high profile promotional events and its distribution strategy of retailing through selective stores and malls has resulted in Provogue being now positioned as a leading fashion brand in India. Provogue always strives to scale up its brand equity through effective brand positioning, extension of products, expansion of markets and an enhanced store experience. The Provogue Studio has its foot print not only in tier I cities but also in tier II cities, which is strength for Provogue brand. Very few fashion brand has such kind of coverage in India. Personalities like John Abraham, Hrithik Roshan, Fardeen Khan and the current brand ambassador Saif Ali Khan have given considerable brand image to Provogue. Provogue have invested intelligently to align the brand with some of the best events associated with Indian youth including the sponsorship of several of the most successful Bollywood movie releases. Provogue also continues a strong print advertising campaign in the broadsheet press, fashion, business and lifestyle publications and magazines. A fresh approach to advertising was initiated recently by advertising in the in-flight magazines of Jet Airways & Indian Airlines. Cricket is almost a religion in India. And what better way to relate to our customers than to connect with this game. Provogue sponsored outdoor advertising for the India-Sri Lanka Test Series which was held across the country, which not only ensured total coverage of the stadium audience but also garnered maximum television coverage at no extra cost.

229

CASE 7: PUMA Puma was the first sports shoe manufactured to utilize advanced durability production technology. This original technique created a trend never seen before, establishing a shoe that is recognized today for its fashionable and durable attributes. The company sells not only sports' shoes, but also a number of other accessories, such as diving suits, waterproof jackets and trousers, or backpacks. Puma shared in some great success stories like that of the soccer star Pel in the World Cup Final in Chili in 1964 or of tennis player Boris Becker, winner of the Wimbledon tournament in 1985. Today they continue to represent the new generation of sports stars such as Robert Pires or Serena Williams. They have also managed to win over the public. Its shoes have become genuine fashion accessories and fashion followers wait eagerly when a new model is due to come out, which explains its global presence. PUMA is one of the worlds leading sport lifestyle companies that designs and develops footwear, apparel and accessories. Committed to working in ways that contribute to the world by supporting creativity, sustainability through S.A.F.E. concept and Peace and by staying true to the values of being Fair, Honest, Positive and Creative in decisions made and actions taken. The foundation for activities is PUMA Vision a concept that intends to guide their work with three core programs puma.creative, puma.safe and puma.peace. In 2009 PUMA launched its cricket collection which is 100% PVC free. This represents a huge leap forward in product development and PUMAs environmental responsibility.

230

CASE 8: SHOPPERS STOP Shoppers Stop retails a range of branded apparel and private label under the categories of apparel, footwear, fashion jewellery, leather products, accessories and home products. These are complemented by cafe, food, entertainment, personal care and various beauty related services. Shoppers Stop retails merchandise under its own labels, such as STOP, Kashish, LIFE and Vettorio Fratini, Elliza Donatein, Acropolis etc. The company also licensees for Austin Reed (London), an international brand, whos men's and women's outerwear are retailed in India exclusively through the chain. In October 2009, Shoppers Stop has bought the license for merchandising Zoozoo the brand mascot for Vodafone India. The international brands such as Austin Reed, Giordano, Chanel, Chambor, Tommy Hilfigure, Lancome, Nike and Hugo Boss cater to only the rich and elite. Its private labels such as Stop and Life also lie from a bracket of middle to high pricing. Shoppers Stop follows Premium Pricing Strategy that includes selling of High Quality Products at a High Price. Shoppers Stop Ltd. not only concentrates on the location of the stores but also emphasizes on the ambience and service excellence. Shoppers Stop entered into agreement with CRY to retail eco-friendly paper bags designed by underprivileged children. The part proceeds from the sale of the bags were donated to project supported by CRY. The Wardrobe Exchange saw tremendous response with 80,000 old garments collected from customers, which were donated to projects of Concern India Foundation. Shoppers Stop also launched its e-store with delivery across major cities in India in 2008.

231

CASE 9: TOMMY HILFIGER Tommy Hilfiger is a brand which caters to the need of almost every age group. It has its merchandise suitable for youngs as well as for old age people. Tommy Hilfiger is a little bit expensive brand. So people having good disposable income are its costumers. Tommy Hilfiger is a popular brand among educated. Tommys target market is extremely varied but the designs of the clothing tend to focus more on the needs and tastes of the older, more classic generation. In terms of CSR, the company supports various initiatives through the Tommy Hilfiger Foundation which is funded by annual company donations and is managed by three full-time company employees. In addition, the company implemented a strict code of conduct that covers the following areas: forced labour, child labour, harassment or abuse, discrimination, health and safety, freedom of association, wages and benefits, work hours, overtime compensation, contract labour and legal and ethical business practices. As regards visual merchandising at Tommy Hilfiger, there is combination of brown and white, very lounge and classy look. The merchandise is generally distributed in three floors and is very spacious. They have book named iconic America worth Rs.2999 giving information about evolution and history of Tommy Hilfiger. The stores have well furnished wooden floor. Total number of trail rooms is generally two on each floor and one on each floor is reserved for gold club members. Four dummies are kept at the entrance of the store, apart that each floor has 4 to 5 dummies. There is very lively music in the background. Typical Tommy exclusive pictures hang in entire store, which make the visual merchandising very eye catching.

232

CASE 10: WESTSIDE Style, affordable prices, quality: these are the factors that have shaped Westsides success story in the retail fashion stores business. With a variety of designs and styles, everything at Westside is exclusively designed and the merchandise ranges from stylized clothes, footwear and accessories for men, women and children to well-co-coordinated table linens, artifacts, home accessories and furnishings. Well-designed interiors, sprawling space, prime locations and coffee shops enhance the customers shopping experience. The Westside stores have numerous departments to meet the varied shopping needs of customers. These include Menswear, Womens wear, Kids wear, Footwear, Cosmetics, Perfumes and Handbags, Household Accessories, lingerie, and Gifts. The policy of Westside group is to satisfy the customers with a variety and quality line of products. It is the policy of Westside to satisfy its customers with the range, quality and value of the products that it offers. However, if they are dissatisfied with any item that they might have purchased they take the necessary measures to assist them. They expect the Customers to return unused merchandise along with its receipt within 30 days; they would exchange the returned items or give the customers a complete refund. In the event that they do not have the receipt they would offer them an exchange or provide them a gift voucher to the current or last known selling price. Analysts attributed Westside's success to its focus on styling, affordability and quality, and its retail model. By retailing own Westside brand it is being able to eliminate intermediaries and therefore offer better prices.

233

QUESTIONNAIRE
MY INTRODUCTION Q.1. Gender: Male Female Q.2. Age: 15-20 years 20-30 years 30-40 years 40-50 years 50-above

Q.3. Qualification: SSC HSC Non-professional Graduate Non-professional Post Graduate & above Professional Graduate and above

Q.4. Family income per month: Rs. 10,000 to Rs. 20,000 Rs. 20,000 to Rs. 30,000 Rs. 30,000 to Rs. 40,000 Rs. 40,000 to Rs. 50,000 More than Rs. 50,000

Q.5. City of residence: Mumbai Hyderabad 234

Lucknow Patna Bhopal MY BRAND PREFERENCE WHILE SHOPPING FOR APPARELS Q.6. While shopping for apparels, I prefer branded apparels than unbranded apparels: Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

Q.7. While shopping for branded apparels, I have preference for a specific brand: Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

Q.8. My brand preference is influenced more by my self opinion rather than the opinion of my family members:

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

235

Q.9. My brand preference is also influenced demonstratively by my peer group: Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

Q.10. My reasons for the brand preference (rank 1 to 4):

Good Advertising for the brand Good Sales promotion for the brand Value for money (vis--vis Price) of the brand Good Image of the brand

EFFECT OF ADVERTISING ON MY BRAND PREFERENCE WHILE SHOPPING FOR APPARELS

Q.11. My brand preference is effected by the advertising of the brand in the following extent:

Extremely effective Very effective Effective Somewhat effective Not very effective

236

Q.12. My brand preference is effected by the following media of advertising (rank 1-5):

Outdoor advertising (Billboards, signage, etc.) Print media Electronic media Web advertising SMS & Telecalling

Q.13. The advertising appeal that influences my preference for the brand (rank 1-5): Joy Appeal Love Appeal Sex Appeal Humour Appeal Pride Appeal

Q.14. Endorsement by celebrities effects my brand preference: Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

Q.15. Gimmicks and publicity stunts effect my preference for brand: Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

237

EFFECT OF SALES PROMOTION ON MY BRAND PREFERENCE WHILE SHOPPING FOR APPARELS Q.16. My brand preference is effected by the sales promotion (discount offer, scratch coupon, lucky draw, free gifts, easy financing) of the brand in the following extent: Extremely effective Very effective Effective Somewhat effective Not very effective Q.17. My brand preference is effected by the following techniques of sales promotion t (rank 1-5): Cash Refund Offers Coupons Patronage Rewards Free Goods/Gifts Sales Contests

Q.18. Stalls/kiosks of the brand in malls/market place effects my preference for the brand: Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

Q.19. The environment (lighting, window display, mannequins, music, ambience etc.) in the shop of a brand helps in increasing preference for the brand:

238

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

Q.20. Convenience of shopping as provided through tele-marketing and e-marketing helps in increasing preference for the brand:

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

EFFECT OF PRICE OF THE BRAND ON MY BRAND PREFERENCE WHILE SHOPPING FOR APPARELS Q.21. My brand preference is effected by the value for money of the brand vis--vis price of the brand in the following extent: Extremely effective Very effective Effective Somewhat effective Not very effective

Q.22. Increase in price of my favourite brand effects my preference for the brand:

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 239

Q.23. Decrease in price of competitor brands effects my preference for my favourite brand: Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

Q.24. While shopping for a particular type of product for the first time, price of the competing brands is the most important factor that effects my decision regarding brand preference: Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree Q.25. Expensiveness of the brand increases the brands image for me which in turn increases my preference for the brand: Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

EFFECT OF BRAND IMAGE ON MY BRAND PREFERENCE WHILE SHOPPING FOR APPARELS Q.26. My brand preference is effected by image of the brand in the following extent: Extremely effective 240

Very effective Effective Somewhat effective Not very effective

Q.27. Endorsement by a celebrity of a brand increases the image of the brand for me: Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

Q.28. International presence of the brand increases the image of the brand for me, thus, increasing my preference for the brand: Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree Q.29. Social and environmental sensitiveness by a company increases the brand image of its products, thus, effecting my brand preference: Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

Q.30. Image of a brand in society effects the level of satisfaction derived by me after I buy the brand: Strongly Agree Agree 241

Neither Agree nor Disagree Disagree Strongly Disagree

DATA TABLES
Table 1: Gender-wise composition of the respondents

Gender Male Female Total

Number of respondents 639 561 1200

Percentage of respondents 53.25 46.75 100.00

242

Table 2: Age-wise composition of the respondents

Age Group 15-20 years 20-30 years 30-40 years 40-50 years 50-above Total

Number of respondents 241 277 262 235 185 1200

Percentage of respondents 20.08 23.08 21.83 19.58 15.42 100.00

Table 3: Qualification-wise composition of the respondents Number of respondents 175 223 252 269 281 1200 Percentage of respondents 14.58 18.58 21.00 22.42 23.42 100.00

Qualification SSC HSC Non-professional Graduate Non-professional Post Graduate & above Professional Graduate and above Total

Table 4: Income-wise composition of the respondents Family income per month Rs. 10,000 to Rs. 20,000 Rs. 20,000 to Rs. 30,000 Rs. 30,000 to Rs. 40,000 Number of respondents 191 237 241 Percentage of respondents 15.92 19.75 20.08 243

Rs. 40,000 to Rs. 50,000 More than Rs. 50,000 Total

255 276 1200

21.25 23.00 100.00

Table 5: City-wise composition of the respondents Number of respondents 288 276 251 243 142 1200 Percentage of respondents 24.00 23.00 20.92 20.25 11.83 100.00

City Mumbai Hyderabad Lucknow Patna Bhopal Total

Table 6: While shopping for apparels, I prefer branded apparels than unbranded apparels (Gender-wise Analysis)

% of total Total respondents No. Strongly Agree Agree Neither Agree nor Disagree Disagree 174 814 13 154 14.50 67.83 1.08 12.83

Male % 15.18 68.39 1.08 12.21 97 437 7 78

Female No. % 77 377 6 76 13.73 67.2 1.08 13.55

Strongly Disagree 45 3.75 20 3.13 25 4.46 Table 7: While shopping for apparels, I prefer branded apparels than unbranded apparels (Age-wise Analysis)

15-20 years

20-30 years

30-40 years

40-50 years

50-above 244

No. Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

No.

No.

No. 39 158

% 16.60 67.23

No.

25 10.37 35 162 67.22 192

12.64 45 17.18 69.31 173 66.03

30 16.22 129 69.73

5 2.07 37 15.35 12 4.98

3 36 11

1.08 13.00 3.97

2 0.76 33 12.60 9 3.44

2 28 8

0.85 11.91 3.40

1 0.54 20 10.81 5 2.70

Table 8: While shopping for apparels, I prefer branded apparels than unbranded apparels (Qualification-wise Analysis)
Nonprofessional Post Graduate & above No. % 44 192 16.36 71.38

SSC

HSC

Nonprofessional Graduate No. 40 173 % 15.87 68.76

Professional Graduate and above No. 47 208 % 16.73 74.02

No.

No.

Strongly Agree 25 14.50 Agree 100 56.93 Neither Agree nor Disagree 5 2.86 Disagree 32 18.29 Strongly Disagree 13 7.43

33 14.80 145 65.02

4 1.79 30 13.45 11 4.93

3 27 9

1.08 10.71 3.57

2 24 7

0.74 8.92 2.60

1 20 5

0.36 7.12 1.78

Table 9: While shopping for apparels, I prefer branded apparels than unbranded apparels (Family Income-wise Analysis)

245

Rs. 10,000 to Rs. 20,000 No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

Rs. 20,000 to Rs. 30,000 No. %

Rs. 30,000 to Rs. 40,000 No. %

Rs. 40,000 to Rs. 50,000 No. %

More than Rs. 50,000 No. %

15 7.85 26 10.97 32 13.28 43 16.86 58 21.01 127 66.49 164 69.20 167 69.29 171 67.06 185 67.03

4 2.09 35 18.32 10 5.24

4 1.69 33 13.92 10 4.22

2 0.83 31 12.83 9 3.75

2 0.78 30 11.76 9 3.53

1 25 7

0.36 9.06 2.54

Table 10: While shopping for apparels, I prefer branded apparels than unbranded apparels (City-wise Analysis)

Mumbai No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

Hyderabad Lucknow No. % No. %

Patna No. %

Bhopal No. % 16 11.27 62 43.66

53 18.40 46 213 73.96 203

16.67 36 14.50 23 9.47 73.55 170 67.88 165 67.90

1 17 4

0.35 5.90 1.39

1 21 5

0.36 7.61 1.81

2 0.80 32 12.84 10 3.98

4 1.65 39 16.05 12 4.94

5 3.52 45 31.69 14 9.86

Table 11: While shopping for branded apparels, I have preference for a specific brand (Gender-wise Analysis) 246

Total Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

% of total respondents No.

Male % 7.51 46.79

Female No. % 39 238 6.95 42.42

87 537

7.25 44.75

48 299

81 312 183

6.75 26.00 15.25

39 159 94

6.1 24.88 14.71

42 153 89

7.49 27.27 15.86

Table 12: While shopping for branded apparels, I have preference for a specific brand (Age-wise Analysis) 15-20 years No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 11 4.56 30-40 years No. % 18 6.87

20-30 years No. % 14 5.05

40-50 years No. % 22 120 9.36 51.06

50-above No. % 22 11.89 96 51.89

75 31.12

123 44.40 123 46.95

21

8.71

19

6.86

17

6.49

14 52 27

5.96 22.13 11.49

10

5.41

81 33.61 53 21.99

74 26.71 47 16.97

65 24.81 39 14.89

40 21.62 17 9.19

247

Table 13: While shopping for branded apparels, I have preference for a specific brand (Qualification-wise Analysis)
Nonprofessional Post Graduate & above No. %

SSC

HSC

Nonprofessional Graduate No. %

Professional Graduate and above No. %

No. Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

No.

10

5.71

13

5.83

17

6.75 44.44

19 145

7.06 53.90

28 185

9.96 65.84

19 10.86

76 34.08 112

19 10.86 82 46.86 45 25.71

18

8.07

16 67 40

6.35 26.59 15.87

15 59 31

5.58 21.93 11.52

13 31 24

4.63 11.03 8.54

73 32.74 43 19.28

Table 14: While shopping for branded apparels, I have preference for a specific brand (Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. % Strongly Agree Agree Neither Agree nor Disagree Disagree 6 3.14

Rs. 20,000 to Rs. 30,000 No. % 15 6.33

Rs. 30,000 to Rs. 40,000 No. % 19 7.88

Rs. 40,000 to Rs. 50,000 No. % 22 8.63

More than Rs. 50,000 No. % 25 9.06

22 11.52

81 34.18 110 45.53 138 54.12 186 67.39

19

9.95

17

7.17

16

6.75

16

6.27

13

4.71

89 46.60

76 32.07

61 25.31

52 20.39

34 12.32

248

Strongly 55 28.80 48 20.25 35 14.52 27 10.59 18 6.52 Disagree Table 15: While shopping for branded apparels, I have preference for a specific brand (City-wise Analysis)

Mumbai No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 25 8.68

Hyderabad Lucknow No. % No. % 23 8.33 19 7.57

Patna No. % 13 5.35

Bhopal No. % 7 4.93

172 59.75 132

47.79 111 44.40 102 41.95

19 13.63

10

3.47

16 63 42

5.80 22.83 15.25

17

6.77

19

7.82

19 13.38 75 52.82 22 15.25

37 12.85 44 15.25

65 26.00 38 15.25

72 29.63 37 15.25

Table 16: My brand preference is influenced more by my self opinion rather than the opinion of my family members (Gender-wise Analysis)

Total Strongly Agree Agree Neither Agree nor Disagree Disagree

% of total respondents

Male No. % 110 247 17.21 38.65

Female No. % 81 159 14.44 28.34

191 406

15.92 33.83

78 310

6.50 25.83

36 145

5.63 22.69

42 165

7.49 29.41

249

Strongly Disagree

215

17.92

101

15.81

114

20.32

Table 17: My brand preference is influenced more by my self opinion rather than the opinion of my family members (Age-wise Analysis) 15-20 years No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 44 18.26 96 39.83 30-40 years 20-30 years No. % No. % 37 106 13.36 38.27 29 11.07 71 27.10

40-50 years 50-above No. % No. % 39 76 16.60 32.34 42 22.70 57 30.81

20

8.30

19 68 47

6.86 24.55 16.97

17

6.49

15 62 43

6.38 26.38 18.30

3.78

48 19.92 33 13.69

85 32.44 60 22.90

47 25.41 32 17.30

Table 18: My brand preference is influenced more by my self opinion rather than the opinion of my family members (Qualification-wise Analysis)
Nonprofessional Post Graduate & above No. %

SSC No. Strongly Agree Agree Neither Agree nor %

HSC No. %

Nonprofession al Graduate No. %

Professional Graduate and above No. %

33 18.86 47 27.12 18 10.29

43 19.28 70 31.39 17 7.62

32 88 16

12.70 34.77 6.50

28 95 14

10.41 35.32 5.20

55 106 13

19.57 37.56 4.63 250

Disagree

Disagree Strongly Disagree

45 25.83 31 17.91

56 25.11 37 16.59

67 49

26.59 19.44

77 55

28.62 20.45

65 43

23.06 15.18

Table 19: My brand preference is influenced more by my self opinion rather than the opinion of my family members (Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 21 10.99 32 16.75

Rs. 20,000 to Rs. 30,000 No. % 27 11.39 79 33.33

Rs. 30,000 to Rs. 40,000 No. % 41 17.01 79 32.75

Rs. 40,000 to Rs. 50,000 No. % 47 18.43

More than Rs. 50,000 No. % 55 19.93

90 35.29 126 45.65

18

9.42

17

7.17

16

6.50

15

5.88

12

4.35

71 37.17 49 25.65

67 28.27 47 19.83

62 25.83 43 17.91

61 23.92 42 16.47

49 17.75 34 12.32

Table 20: My brand preference is influenced more by my self opinion rather than the opinion of my family members (City-wise Analysis)

Mumbai No. % Strongly Agree Agree 51 17.71

Hyderabad Lucknow No. % No. % 48 17.39 38.77 41 16.33 82 32.73

Patna No. % 33 13.58 55 22.63

Bhopal No. % 18 12.68 12 8.45

150 52.08 107

251

Neither Agree nor Disagree Disagree Strongly Disagree

10

3.47

14 63 44

5.07 22.83 15.94

16

6.37

18

7.41

20 14.08 59 41.55 33 23.24

37 12.85 40 13.89

65 25.84 47 18.73

86 35.39 51 20.99

Table 21: My brand preference is also influenced demonstratively by my peer group (Gender-wise Analysis)

Total Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

% of total respondents No.

Male % 28.95 41.78

Female No. % 180 246 32.09 43.85

365 513

30.42 42.75

185 267

15 264 43

1.25 22.00 3.58

7 151 29

1.1 23.63 4.54

8 113 14

1.43 20.14 2.5

Table 22: My brand preference is also influenced demonstratively by my peer group (Age-wise Analysis) 15-20 years No. % Strongly Agree 91 37.76 20-30 years No. % 88 31.77

30-40 years No. % 75 28.63

40-50 years No. % 66 28.09

50-above No. % 45 24.32 252

Agree Neither Agree nor Disagree Disagree Strongly Disagree

111 46.06 122 44.04 113

43.13

96

40.85

71 38.38

2.07

1.44

3 63 8

1.25 23.94 3.05

2 62 9

0.85 26.38 3.83

0.54

28 11.62 6 2.49

56 20.22 7 2.53

55 29.73 13 7.03

Table 23: My brand preference is also influenced demonstratively by my peer group (Qualification-wise Analysis)
Nonprofessional Post Graduate & above No. %

SSC

HSC

Nonprofessional Graduate No. %

Professional Graduate and above No. %

No. Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

No.

75 42.86 59 33.71

79 35.43

74

29.37 46.37

76 123

28.25 45.72

61 126

21.71 44.84

88 39.46 117

2.86

1.79

3 49 9

1.25 19.44 3.57

2 57 11

0.74 21.19 4.09

1 80 13

0.36 28.47 4.63

32 18.29 4 2.29

46 20.63 6 2.69

Table 24: My brand preference is also influenced demonstratively by my peer group (Family Income-wise Analysis)

253

Rs. 10,000 to Rs. 20,000 No. % Strongly Agree Agree Neither Agree nor Disagree Disagree 52 27.23 63 32.98

Rs. 20,000 to Rs. 30,000 No. % 69 29.11

Rs. 30,000 to Rs. 40,000 No. % 71 29.46

Rs. 40,000 to Rs. 50,000 No. % 81 31.76

More than Rs. 50,000 No. % 92 33.33

99 41.77 105 43.71 112 43.92 134 48.55

2.62

1.69

1.25

0.78

0.36

61 31.94

56 23.63

53 22.00

52 20.39

42 15.22

Strongly 10 5.24 9 3.80 9 3.58 8 3.14 7 2.54 Disagree Table 25: My brand preference is also influenced demonstratively by my peer group (City-wise Analysis)

Mumbai No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 95 32.99

Hyderabad Lucknow No. % No. % 89 32.25 76 30.42

Patna No. % 72 29.63 96 39.51

Bhopal No. % 33 23.24 26 18.31

156 54.17 126

45.65 109 43.23

0.35

2 53 6

0.72 19.20 2.17

1.25

1.65

3.52

31 10.76 5 1.74

56 22.31 7 2.79

61 25.10 10 4.12

63 44.37 15 10.56

Table 26: My reasons for the brand preference (Gender-wise Analysis)

Total

% of total respondents

Male

Female 254

No. Good Advertising for the brand Good Sales promotion for the brand Value for money vis-vis Price of the brand Good Image of the brand

No.

319

26.58

195

30.52

124

22.1

282

23.50

132

20.66

150

26.74

262 337

21.83 28.08

110 202

17.21 31.61

152 135

27.09 24.06

Table 27: My reasons for the brand preference (Age-wise Analysis) 15-20 years No. % Good Advertising for the brand Good Sales promotion for the brand Value for money vis-vis Price of the brand Good Image of the brand 20-30 years No. % 30-40 years No. % 40-50 years 50-above No. % No. %

74 30.71

79 28.52

69 26.34

58

24.68

39 21.08

56 23.24

71 25.63

65 24.81

58

24.68

32 17.30

55 22.82 56 23.24

60 21.66 67 24.19

62 23.66 66 25.19

49 70

20.85 29.79

36 19.46 78 42.16

Table 28: My reasons for the brand preference (Qualification-wise Analysis)

255

SSC No. % No.

HSC %

Non-professional Graduate No. %

Non-professional Post Graduate & above No. %

Professional Graduate and above No. %

Good Advertising for the brand Good Sales promotion for the brand Value for money vis--vis Price of the brand Good Image of the brand

50 28.57

61

27.35

67

26.58

70

26.02

71

25.27

37 21.14

50

22.42

59

23.50

65

24.16

71

25.27

42 24.00 46 26.29

50 62

22.42 27.80

55 71

21.83 28.08

58 76

21.56 28.25

57 82

20.28 29.18

Table 29: My reasons for the brand preference (Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. % Good Advertising for the brand Good Sales promotion for the brand Value for money vis-vis Price of the brand Good Image of the brand

Rs. 20,000 to Rs. 30,000 No. %

Rs. 30,000 to Rs. 40,000 No. %

Rs. 40,000 to Rs. More than 50,000 Rs. 50,000 No. % No. %

46

24.08

58

24.47

66 27.39

70 27.45

79 28.62

49

25.65

60

25.32

55 22.82

58 22.75

60 21.74

51 45

26.70 23.56

62 57

26.16 24.05

52 21.58 68 28.22

48 18.82 79 30.98

49 17.75 88 31.88

256

Table 30: My reasons for the brand preference (City-wise Analysis)

Mumbai No. % Good Advertising for the brand Good Sales promotion for the brand Value for money vis-vis Price of the brand Good Image of the brand

Hyderabad No. %

Lucknow No. %

Patna No. %

Bhopal No. %

81

28.13

76

27.54

67 26.59

63 25.93

32 22.54

59

20.49

63

22.83

59 23.51

61 25.10

40 28.17

56 92

19.44 31.94

57 80

20.65 28.99

55 21.91 70 27.99

57 23.46 62 25.51

37 26.06 33 23.24

Table 31: My brand preference is effected by the advertising of the brand (Gender-wise Analysis)

Total Extremely effective Very effective Effective Somewhat effective Not very effective 292 322 296 233 57

% of total respondents No. 24.33 26.83 24.67 19.42 4.75

Male % 26.45 27.23 25.04 17.06 4.23 169 174 160 109 27

Female No. % 123 148 136 124 30 21.93 26.38 24.24 22.10 5.35

257

Table 32: My brand preference is effected by the advertising of the brand (Age-wise Analysis) 15-20 years No. % Extremely effective Very effective 61 74 25.31 30.71 40-50 years 20-30 years 30-40 years No. % No. % No. % 74 76 26.71 27.44 70 69 26.72 26.34 57 24.26 58 24.68

50-above No. % 30 16.22 45 24.32

Effective Somewhat effective Not very effective

61 36 9

25.31 14.94 3.73

70 46 11

25.27 16.61 3.97

65 47 11

24.81 17.94 4.20

57 24.26 51 21.70 12 5.11

43 23.24 53 28.65 14 7.57

Table 33: My brand preference is effected by the advertising of the brand (Qualification-wise Analysis)
Nonprofessional Post Graduate & above No. %

SSC

HSC

Nonprofession al Graduate No. %

Professional Graduate and above No. %

No.

No.

Extremely effective Very effective Effective Somewhat effective Not very effective

19 10.86 75 42.86 42 24.00 32 18.29 7 4.00

46 20.63 72 32.29 54 24.22 42 18.83 9 4.04

62 68 62 48 12

24.55 26.98 24.67 19.05 4.75

74 60 67 54 14

27.51 22.30 24.91 20.07 5.20

91 47 71 57 15

32.38 16.73 25.27 20.28 5.34

258

Table 34: My brand preference is effected by the advertising of the brand (Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. % Extremely effective Very effective 27 14.14 47 24.61

Rs. 20,000 to Rs. 30,000 No. % 54 22.78 61 25.74

Rs. 30,000 to Rs. 40,000 No. % 60 24.80 63 26.14

Rs. 40,000 to Rs. 50,000 No. % 67 26.27 70 27.45

More than Rs. 50,000 No. % 84 30.43 81 29.35

Effective Somewhat effective Not very effective

50 26.18 54 28.27 13 6.81

60 25.32 50 21.10 12 5.06

60 24.90 47 19.41 11 4.75

61 23.92 46 18.04 11 4.31

65 23.55 37 13.41 9 3.26

Table 35: My brand preference is effected by the advertising of the brand (City-wise Analysis)

Mumbai No. % Extremely effective Very effective 99 34.38 85 29.51

Hyderabad Lucknow No. % No. % 71 79 25.72 28.62 60 24.04 69 27.49

Patna No. % 52 21.40 62 25.51

Bhopal No. % 10 7.04

27 19.01

Effective Somewhat effective

69 23.96 28 9.72

67 47

24.28 17.03

61 24.30 49 19.42

62 25.51 54 22.22

37 26.06 55 38.73

259

Not very effective

2.43

12

4.35

12

4.75

13

5.35

13

9.15

Table 36: My brand preference is effected by the following media of advertising (Gender-wise Analysis)

Total Outdoor advertising (Billboards, signage, etc.) Print media Electronic media Web advertising SMS & Telecalling

% of total respondents No.

Male %

Female No. %

240 259 278 203 220

20.00 21.58 23.17 16.92 18.33

130 142 142 115 110

20.34 22.22 22.22 18.00 17.21

110 117 136 88 110

19.61 20.86 24.24 15.69 19.61

Table 37: My brand preference is effected by the following media of advertising (Age-wise Analysis) 15-20 years No. % Outdoor advertising (Billboards, signage, etc.) 20-30 years No. % 40-50 30-40 years years No. % No. %

50-above No. %

37 15.35

45

16.25

58

22.14

52 22.13

48 25.95

260

Print media Electronic media Web advertising SMS & Telecalling

40 16.60 62 25.73 47 19.50 55 22.82

51 71 47 63

18.41 25.63 16.97 22.74

52 63 43 46

19.85 24.05 16.41 17.56

57 24.26 47 20.00 38 16.17 41 17.45

59 31.89 35 18.92 28 15.14 15 8.11

Table 38: My brand preference is effected by the following media of advertising (Qualification-wise Analysis)
Nonprofessional Graduate No. % Non-professional Post Graduate & above No. % Professional Graduate and above No. %

SSC No. %

HSC No. %

Outdoor advertising (Billboards, signage, etc.) Print media

32 18.29 29 16.57

41 18.39 40 17.94

48 60

19.05 23.81

56 63

20.82 23.42

63 67

22.42 23.84 23.13 13.88 16.73

Electronic 42 24.00 50 22.42 59 23.41 62 23.05 65 media Web 35 20.00 43 19.28 42 16.67 44 16.36 39 advertising SMS & 37 21.14 49 21.97 43 17.06 44 16.36 47 Telecalling Table 39: My brand preference is effected by the following media of advertising (Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. %

Rs. 20,000 to Rs. 30,000 No . %

Rs. 30,000 to Rs. 40,000 No . %

Rs. 40,000 to Rs. 50,000 No . %

More than Rs. 50,000 No . % 261

Outdoor advertising (Billboards, signage, etc.) Print media Electronic media Web advertising SMS & Telecalling

41 48 43 29 30

21.47 25.13 22.51 15.18 15.71

50 58 54 37 38

21.10 24.47 22.78 15.61 16.03

50 53 56 40 42

20.75 22.07 23.16 16.60 17.43

48 49 60 46 52

18.82 19.22 23.53 18.04 20.39

51 51 65 51 58

18.48 18.48 23.55 18.48 21.01

Table 40: My brand preference is effected by the following media of advertising (City-wise Analysis)

Mumbai No. % Outdoor advertising (Billboards, signage, etc.) Print media Electronic media Web advertising

Hyderabad No. %

Lucknow No. %

Patna No. %

Bhopal No. %

52 55 68 59

18.06 19.10 23.61 20.49

49 53 65 57

17.75 19.20 23.55 20.65

45 53 59 47

17.93 21.12 23.51 18.73

56 54 55 35

23.05 22.22 22.63 14.40

38 44 31 5

26.76 30.99 21.83 3.52 16.90

SMS & 54 18.75 52 18.84 47 18.73 43 17.70 24 Telecalling Table 41: The advertising appeal that influences my preference for the brand (Gender-wise Analysis)

Total

% of total respondents

Male

Female 262

No. Joy Appeal Love Appeal Sex Appeal Humour Appeal Pride Appeal 207 239 273 153 328 17.25 19.92 22.75 12.75 27.33 113 122 145 83 176

% 17.68 19.09 22.69 12.99 27.54

No. 94 117 128 70 152

% 16.76 20.86 22.82 12.48 27.09

Table 42: The advertising appeal that influences my preference for the brand (Age-wise Analysis)

15-20 years No. % Joy Appeal Love Appeal Sex Appeal Humour Appeal Pride Appeal 40 45 60 35 61 16.60 18.67 24.90 14.52 25.31

20-30 years No. % 46 57 63 37 74 16.61 20.58 22.74 13.36 26.71

30-40 years No. % 49 57 52 32 72 18.70 21.76 20.00 12.21 27.33

40-50 years No. % 42 45 54 28 66 17.87 19.15 22.98 11.91 28.09

50-above No. % 30 16.22 35 18.92 44 23.78 21 11.35 55 29.73

Table 43: The advertising appeal that influences my preference for the brand (Qualification-wise Analysis)

263

SSC

HSC

Nonprofessional Graduate No. %

No.

No.

Nonprofession al Post Graduate & above No. %

Professional Graduate and above No. %

Joy Appeal Love Appeal Sex Appeal Humour Appeal Pride Appeal

36 20.68 31 17.71 40 22.74 27 15.43 41 23.43

43 19.28 42 18.83 53 23.77 30 13.45 55 24.66

38 51 60 32 71

15.08 20.24 23.81 12.70 28.17

46 56 59 32 76

17.10 20.82 21.93 11.90 28.25

44 59 61 32 85

15.66 21.00 21.71 11.39 30.25

Table 44: The advertising appeal that influences my preference for the brand (Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. Joy Appeal Love Appeal Sex Appeal Humour Appeal Pride Appeal 42 33 41 29 46 % 21.99 17.28 21.47 15.18 24.08

Rs. 20,000 to Rs. 30,000 No. 46 45 55 32 59 % 19.41 18.99 23.21 13.50 24.89

Rs. 30,000 to Rs. 40,000 No. 41 48 57 30 65 % 17.02 19.91 23.65 12.45 26.97

Rs. 40,000 to Rs. 50,000 No. 39 54 58 30 74 % 15.29 21.18 22.75 11.76 29.02

More than Rs. 50,000 No . % 39 59 62 32 84 14.13 21.38 22.46 11.59 30.43

Table 45: The advertising appeal that influences my preference for the brand (City-wise Analysis) 264

Mumbai No. Joy Appeal Love Appeal Sex Appeal Humour Appeal Pride Appeal %

Hyderabad No. 49 53 65 30 79 % 17.75 19.20 23.55 10.87 28.62

Lucknow No . % 44 51 57 34 65 17.53 20.32 22.75 13.50 25.90

Patna No . % 40 52 53 35 63 16.46 21.40 21.81 14.40 25.93

Bhopal No . % 21 31 29 25 36 14.79 21.83 20.42 17.61 25.35

53 18.40 52 18.06 69 23.96 29 10.07 85 29.51

Table 46: Endorsement by celebrities effects my brand preference (Gender-wise Analysis)

Total Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 323 513

% of total respondents No. 26.92 42.75

Male % 25.04 40.53 160 259

Female No. % 163 254 29.06 45.28

119 146 99

9.92 12.17 8.25

54 105 61

8.45 16.43 9.55

65 41 38

11.59 7.31 6.77

Table 47: Endorsement by celebrities effects my brand preference 265

(Age-wise Analysis) 15-20 years No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 71 105 29.46 20-30 years No. % 79 28.52 40-50 years No. % 58 24.68 98 41.70

30-40 years No. % 72 27.48 43.89

50-above No. % 43 75 23.24 40.54

43.57 120 43.32 115

27 23 15

11.20 9.54 6.22

28 10.11 30 10.83 20 7.22

24 30 21

9.16 11.45 8.02

22

9.36

18 28 21

9.73 15.14 11.35

35 14.89 22 9.36

Table 48: Endorsement by celebrities effects my brand preference (Qualification-wise Analysis)

Nonprofessiona l Post Graduate & above No. %

SSC

HSC

Nonprofessional Graduate No. %

Professional Graduate and above No. %

No.

No.

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

52 29.71 68 38.86 25 14.29 19 10.86 11 6.29

62 27.80 93 41.70 27 12.11 25 11.21 16 7.17

67 108 26 31 20

26.59

70

26.02 43.87 8.18 12.64 9.29

72 126 19 37 27

25.62 44.84 6.76 13.17 9.61

42.99 118 10.32 12.17 7.94 22 34 25

266

Table 49: Endorsement by celebrities effects my brand preference (Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 49 88 % 25.65

Rs. 20,000 to Rs. 30,000 No. 62 % 26.16 43.88

Rs. 30,000 to Rs. 40,000 No. 69 99 % 28.63

Rs. 40,000 to Rs. 50,000 No. 69 % 27.06 41.96

More than Rs. 50,000 No . % 74 11 5 26.81 41.67

46.07 104

41.08 107

21 19 14

10.99 9.95 7.33

26 27 18

10.97 11.39 7.59

23 30 20

9.54 12.45 8.30

24 33 22

9.41 12.94 8.63

25 37 25

9.06 13.41 9.06

Table 50: Endorsement by celebrities effects my brand preference (City-wise Analysis)

Mumbai No. Strongly Agree Agree Neither Agree nor Disagree Disagree 74 119 % 25.69 41.32

Hyderabad No. 71 115 % 25.72

Lucknow No. 76 % 30.28

Patna No. 65 % 26.75 43.21

Bhopal No . % 37 59 26.06 41.55

41.67 115

45.82 105

26 42

9.03 14.58

26 39

9.42 14.13

24 15

9.56 6.09

27 28

11.11 11.52

16 22

11.27 15.49

267

Strongly 27 9.38 25 9.06 21 8.25 18 7.41 8 Disagree Table 51: Gimmicks and publicity stunts effect my preference for brand (Gender-wise Analysis)

5.63

Total Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 180 238

% of total respondents No. 15.00 19.83

Male % 14.24 18.94 91 121

Female No. % 89 117 15.86 20.86

289 282 211

24.08 23.50 17.58

149 160 118

23.32 25.04 18.47

140 122 93

24.96 21.75 16.58

Table 52: Gimmicks and publicity stunts effect my preference for brand (Age-wise Analysis)

15-20 years No. % Strongly Agree Agree Neither Agree nor Disagree Disagree 40 52 16.60 21.58

20-30 years No. % 45 57 16.25 20.58

30-40 years No. % 41 53 15.65 20.23

40-50 years 50-above No. % No. % 32 44 13.62 18.72 22 11.89 32 17.30

62 52

25.73 21.58

68 62

24.55 22.38

62 62

23.66 23.66

54 57

22.98 24.26

43 23.24 49 26.49

268

Strongly Disagree

35

14.52

45

16.25

44

16.79

48

20.43

39 21.08

Table 53: Gimmicks and publicity stunts effect my preference for brand (Qualification-wise Analysis)
Nonprofessional Post Graduate & above No. %

SSC

HSC

Nonprofessional Graduate No. %

Professional Graduate and above No. %

No.

No.

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

32 18.29 41 23.43 42 24.00 35 20.00 25 14.29

35 15.70 47 21.08 58 26.01 49 21.97 34 15.25

37 49 59 61 46

14.68 19.44 23.41 24.21 18.25

38 50 65 66 50

14.13 18.59 24.16 24.54 18.59

38 51 65 71 56

13.52 18.15 23.13 25.27 19.93

Table 54: Gimmicks and publicity stunts effect my preference for brand (Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. Strongly Agree Agree 34 42 % 17.80 21.99

Rs. 20,000 to Rs. 30,000 No. 39 50 % 16.46 21.10

Rs. 30,000 to Rs. 40,000 No. 37 47 % 15.35 19.50

Rs. 40,000 to Rs. 50,000 No. 34 48 % 13.33 18.82

More than Rs. 50,000 No . % 36 51 13.04 18.48

269

Neither Agree nor Disagree Disagree Strongly Disagree

45 41 29

23.56 21.47 15.18

56 53 39

23.63 22.36 16.46

60 56 41

24.90 23.24 17.01

62 63 48

24.31 24.71 18.82

66 69 54

23.91 25.00 19.57

Table 55: Gimmicks and publicity stunts effect my preference for brand (City-wise Analysis)

Mumbai No. Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 39 52 % 13.54 18.06

Hyderabad No . % 38 53 13.77 19.20

Lucknow No. 37 50 % 14.74 19.84

Patna N o. % 39 51 16.05 20.99

Bhopal No . % 27 32 19.01 22.54

69 72 56

23.96 25.00 19.44

64 68 53

23.19 24.64 19.20

58 60 46

23.19 23.90 18.33

57 54 42

23.46 22.22 17.28

41 28 14

28.87 19.72 9.86

Table 56: My brand preference is effected by the sales promotion (discount offer, scratch coupon, lucky draw, free gifts, easy financing) of the brand (Gender-wise Analysis)

Total

% of total respondents No.

Male %

Female No. %

270

Extremely effective Very effective Effective Somewhat effective

265 302 301 245

22.08 25.17 25.08 20.42

135 149 158 145

21.13 23.32 24.73 22.69

130 153 143 100

23.17 27.27 25.49 17.83

Not very 87 7.25 52 8.14 35 6.24 effective Table 57: My brand preference is effected by the sales promotion (discount offer, scratch coupon, lucky draw, free gifts, easy financing) of the brand (Age-wise Analysis) 15-20 years No. % Extremely effective Very effective Effective Somewhat effective Not very effective 56 23.24 64 26.56 62 25.73 45 18.67 14 5.81

20-30 years 30-40 years 40-50 years 50-above No. % No. % No. % No. % 63 73 70 53 18 22.74 26.35 25.27 19.13 6.50 59 67 66 52 18 22.52 25.68 25.08 19.85 6.87 50 55 58 52 20 21.28 23.40 24.68 22.13 8.51 37 20.00 43 23.24 45 24.32 43 23.24 17 9.19

Table 58: My brand preference is effected by the sales promotion (discount offer, scratch coupon, lucky draw, free gifts, easy financing) of the brand (Qualification-wise Analysis)
Nonprofessional Graduate Nonprofessional Post Graduate Professional Graduate and above

SSC

HSC

271

& above No .

No.

No.

No.

No.

Extremely effective Very effective

43 24.57 43 24.57

51 22.87 57 25.56

56 66

22.08 26.33

58 66

21.56 24.54

57 70

20.28 24.91

46 26.29 58 26.01 63 25.00 66 24.54 68 24.20 Effective Somewhat 33 18.86 43 19.28 50 19.84 58 21.56 61 21.71 effective Not very 10 5.71 14 6.28 17 6.75 21 7.81 25 8.90 effective Table 59: My brand preference is effected by the sales promotion (discount offer, scratch coupon, lucky draw, free gifts, easy financing) of the brand (Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. % Extremely effective Very effective Effective Somewhat effective Not very effective 41 47 47 38 18 21.47 24.61 24.61 19.90 9.42

Rs. 20,000 to Rs. 30,000 No. % 52 59 59 49 18 21.94 24.89 25.08 20.68 7.41

Rs. 30,000 to Rs. 40,000 No. % 56 65 63 50 7 23.24 26.97 26.14 20.75 2.90

Rs. 40,000 to Rs. 50,000 No. % 56 63 64 52 20 22.08 24.71 25.08 20.39 7.74

More than Rs. 50,000 No. % 60 68 68 56 24 21.74 24.64 24.64 20.29 8.70

Table 60: My brand preference is effected by the sales promotion (discount offer, scratch coupon, lucky draw, free gifts, easy financing) of the brand (City-wise Analysis) 272

Mumbai No. % Extremely effective Very effective Effective Somewhat effective Not very effective 60 72 71 61 24 20.83 25.17 24.65 21.18 8.17

Hyderabad No. % 62 70 68 55 21 22.46 25.36 24.64 19.93 7.61

Lucknow No. % 58 65 67 50 11 23.11 25.90 26.69 19.92 4.38

Patna No. % 55 62 60 49 17 22.63 25.51 24.69 20.16 7.00

Bhopal No. % 30 33 35 30 14 21.13 23.24 24.65 21.13 9.86

Table 61: My brand preference is effected by the following techniques of sales promotion (Gender-wise Analysis)

% of total Total respondents No. Cash Refund Offers Coupons Patronage Rewards Free Goods/Gifts Sales Contests 233 244 253 268 202 19.42 20.33 21.08 22.33 16.83

Male % 20.34 19.87 22.22 21.13 16.43

Female No. % 103 117 111 133 97 18.36 20.86 19.79 23.71 17.29

130 127 142 135 105

Table 62: My brand preference is effected by the following techniques of sales promotion (Age-wise Analysis) 273

15-20 years No. % Cash Refund Offers Coupons Patronage Rewards Free Goods/Gifts Sales Contests 42 53 17.43 21.99

20-30 years 30-40 years No. % No. % 52 58 18.77 20.94 51 52 19.41 19.85

40-50 years No. % 48 46 20.43 19.57

50-above No. % 40 21.62 35 18.92

46 55 45

19.09 22.82 18.67

54 64 49

19.49 23.10 17.69

55 59 45

21.08 22.48 17.18

53 50 38

22.55 21.28 16.17

45 24.32 40 21.62 25 13.51

Table 63: My brand preference is effected by the following techniques of sales promotion (Qualification-wise Analysis)
Nonprofessional Graduate No. % Non-professional Post Graduate & above No. % Professional Graduate and above No. %

SSC No. %

HSC No. %

Cash Refund Offers Coupons Patronage Rewards Free Goods/Gifts Sales Contests

31 17.71 39 22.29 33 18.86 39 22.29 33 18.86

42 18.83 47 21.08 45 20.18 49 21.97 40 17.94

49 52 52 57 42

19.42 20.63 20.63 22.65 16.67

53 52 59 61 44

19.70 19.33 21.93 22.68 16.36

58 54 64 62 43

20.64 19.22 22.78 22.06 15.30

274

Table 64: My brand preference is effected by the following techniques of sales promotion (Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. % Cash Refund Offers Coupons Patronage Rewards Free Goods/Gifts Sales Contests 40 37 37 46 31 20.94 19.37 19.37 24.08 16.23

Rs. 20,000 to Rs. 30,000 No. % 48 48 48 53 40 20.25 20.25 20.25 22.36 16.88

Rs. 30,000 to Rs. 40,000 No. % 46 53 51 48 43 19.09 21.99 21.16 19.92 17.84

Rs. 40,000 to Rs. 50,000 No. % 48 51 56 57 43 18.82 20.00 21.96 22.35 16.86

More than Rs. 50,000 No. % 51 55 61 64 45 18.48 19.93 22.10 23.19 16.30

Table 65: My brand preference is effected by the following techniques of sales promotion (City-wise Analysis)

Mumbai No. % Cash Refund Offers Coupons Patronage Rewards Free Goods /Gifts Sales Contests 49 60 62 65 52 17.01 20.83 21.53 22.57 18.06

Hyderabad No. % 51 59 60 58 48 18.48 21.38 21.74 21.01 17.39

Lucknow No. % 51 52 55 52 41 20.32 20.72 21.91 20.72 16.33

Patna No. % 52 47 50 55 39 21.40 19.34 20.58 22.63 16.05

Bhopal No. % 30 26 26 38 22 21.13 18.31 18.31 26.76 15.49

275

Table 66: Stalls/kiosks of the brand in malls/market place effects my preference for the brand (Gender-wise Analysis)

% of total Total respondents No. Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 231 253 19.25 21.08

Male % 18.47 19.56 118 125

Female No. % 113 128 20.14 22.82

289 247 180

24.08 20.58 15.00

145 140 111

22.69 21.91 17.37

145 100 75

25.85 17.83 13.37

Table 67: Stalls/kiosks of the brand in malls/market place effects my preference for the brand (Age-wise Analysis)

15-20 years No. % Strongly Agree Agree Neither Agree nor Disagree Disagree 48 55 19.92 22.82

20-30 years No. % 54 60 19.49 21.66

30-40 years No. % 51 56 19.47 21.37

40-50 years No. % 44 48 18.72 20.43

50-above No. % 34 18.38 34 18.38

53 45

21.99 18.67

66 56

23.83 20.22

68 54

25.95 20.58

58 50

24.68 21.28

44 23.78 42 22.70

276

Strongly Disagree

40

16.60

41

14.80

33

12.63

35

14.89

31 16.76

Table 68: Stalls/kiosks of the brand in malls/market place effects my preference for the brand (Qualification-wise Analysis)
Nonprofessional Graduate No. % Non-professional Post Graduate & above No. % Professional Graduate and above No. %

SSC No. %

HSC No. %

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

36 20.57 40 22.86 41 23.43 33 18.86 25 14.29

45 20.18 49 21.97 55 24.66 44 19.73 30 13.45

50 52 63 51 36

19.84 20.63 25.00 20.24 14.29

51 55 64 58 41

18.96 20.45 23.79 21.56 15.24

49 57 66 61 48

17.44 20.28 23.49 21.71 17.08

Table 69: Stalls/kiosks of the brand in malls/market place effects my preference for the brand (Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. % Strongly Agree Agree Neither Agree nor Disagree 35 39 18.32 20.42

Rs. 20,000 to Rs. 30,000 No. % 45 49 18.99 20.68

Rs. 30,000 to Rs. 40,000 No. % 50 53 20.75 21.99

Rs. 40,000 to Rs. 50,000 No. % 49 55 19.22 21.57

More than Rs. 50,000 No. % 52 57 18.84 20.65

48

25.13

58

24.47

58

24.07

61

23.92

64 277

23.19

Disagree Strongly Disagree

38 31

19.90 16.23

48 37

20.25 15.61

49 31

20.33 12.86

53 37

20.78 14.51

59 44

21.38 15.94

Table 70: Stalls/kiosks of the brand in malls/market place effects my preference for the brand (City-wise Analysis)

Mumbai No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 55 62 19.25 21.53

Hyderabad No. % 54 60 19.57 21.74

Lucknow No. % 50 55 19.92 21.91

Patna No. % 46 50 18.93 20.58

Bhopal No. % 26 26 18.31 18.31

67 58 46

23.26 20.14 15.82

65 56 41

23.55 20.29 14.86

60 51 35

23.90 20.32 13.94

61 51 35

25.10 20.99 14.40

36 31 23

25.35 21.83 16.20

Table 71: The environment (lighting, window display, mannequins, music, ambience etc.) in the shop of a brand helps in increasing preference for the brand (Gender-wise Analysis)

% of total Total respondents No. Strongly Agree 267 22.25

Male % 21.44 137

Female No. % 130 23.17

278

Agree Neither Agree nor Disagree Disagree Strongly Disagree

291

24.25

145

22.69

146

26.02

273 194 175

22.75 16.17 14.58

143 113 101

22.38 17.68 15.81

130 81 74

23.17 14.44 13.19

Table 72: The environment (lighting, window display, mannequins, music, ambience etc.) in the shop of a brand helps in increasing preference for the brand (Age-wise Analysis)

15-20 years No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 57 63 53 35 40 23.65 26.14 21.99 14.52 16.60

20-30 years 30-40 years No. % No. % 65 70 61 43 41 23.47 25.27 22.02 15.52 14.80 56 62 60 43 33 21.37 23.66 22.90 16.41 12.63

40-50 years No. % 50 55 55 40 35 21.28 23.40 23.40 17.02 14.89

50-above No. % 39 21.08 41 22.16 44 23.78 33 17.84 31 16.76

Table 73: The environment (lighting, window display, mannequins, music, ambience etc.) in the shop of a brand helps in increasing preference for the brand (Qualification-wise Analysis)
Nonprofessional Graduate No. % Non-professional Post Graduate & above No. % Professional Graduate and above No. %

SSC No. %

HSC No. %

279

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

41 23.43 44 25.14 39 22.29 27 15.43 24 13.71

49 21.97 54 24.22 51 22.87 37 16.59 32 14.35

53 59 59 42 39

21.03 23.41 23.41 16.67 15.48

59 64 61 44 41

21.93 23.79 22.68 16.36 15.24

65 70 63 44 39

23.13 24.91 22.42 15.66 13.88

Table 74: The environment (lighting, window display, mannequins, music, ambience etc.) in the shop of a brand helps in increasing preference for the brand (Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. % Strongly Agree Agree Neither Agree nor Disagree Disagree 41 45 21.47 23.56

Rs. 20,000 to Rs. 30,000 No. % 50 57 21.10 24.05

Rs. 30,000 to Rs. 40,000 No. % 56 61 23.24 25.31

Rs. 40,000 to Rs. 50,000 No. % 58 62 22.75 24.31

More than Rs. 50,000 No. % 62 66 22.46 23.91

44 32

23.04 16.75

55 39

23.21 16.46

55 35

22.82 14.52

57 42

22.35 16.47

62 46

22.46 16.67 14.49

Strongly 29 15.18 36 15.19 34 14.11 36 14.12 40 Disagree Table 75: The environment (lighting, window display, mannequins, music, ambience etc.) in the shop of a brand helps in increasing preference for the brand (City-wise Analysis)

Mumbai

Hyderabad

Lucknow

Patna

Bhopal 280

No. Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 67 73

% 23.26 25.35

No. 63 69

% 22.83 25.00

No. 57 59

% 22.71 23.51

No. 52 57

% 21.40 23.46

No. 28 33

% 19.72 23.24

65 45 38

22.57 15.63 13.19

62 44 38

22.46 15.94 13.77

56 41 38

22.31 16.33 15.14

57 40 37

23.46 16.46 15.23

33 24 24

23.24 16.90 16.90

Table 76: Convenience of shopping as provided through tele-marketing and e-marketing helps in increasing preference for the brand (Gender-wise Analysis)

% of total Total respondents No. Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 289 312 24.08 26.00

Male % 24.88 27.39 159 175

Female No. % 130 137 23.17 24.42

201 233 165

16.75 19.42 13.75

105 114 86

16.43 17.84 13.46

96 119 79

17.11 21.21 14.08

Table 77: Convenience of shopping as provided through tele-marketing and e-marketing helps in increasing preference for the brand (Age-wise Analysis)

281

15-20 years No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 63 68 43 42 25 26.14 28.22 17.84 17.43 10.37

20-30 years No. % 72 75 49 49 32 25.99 27.08 17.69 17.69 11.55

30-40 years No. % 68 69 43 48 34 25.95 26.34 16.41 18.32 12.98

40-50 years No. % 52 59 38 50 36 22.13 25.11 16.17 21.28 15.32

50-above No. % 34 18.38 41 22.16 28 15.14 44 23.78 38 20.54

Table 78: Convenience of shopping as provided through tele-marketing and e-marketing helps in increasing preference for the brand (Qualification-wise Analysis)
Nonprofessional Graduate No. % Non-professional Post Graduate & above No. % Professional Graduate and above No. %

SSC No. %

HSC No. %

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

43 24.57 47 26.86 28 16.00 32 18.29 25 14.29

53 23.77 59 26.46 37 16.59 42 18.83 32 14.35

55 60 45 54 38

21.83 23.81 17.86 21.43 15.08

67 70 45 52 35

24.91 26.02 16.73 19.33 13.01

71 76 46 53 35

25.27 27.05 16.37 18.86 12.46

Table 79: Convenience of shopping as provided through tele-marketing and e-marketing helps in increasing preference for the brand (Family Income-wise Analysis) 282

Rs. 10,000 to Rs. 20,000 No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 41 45 21.47 23.56

Rs. 20,000 to Rs. 30,000 No. % 52 57 21.94 24.05

Rs. 30,000 to Rs. 40,000 No. % 56 62 23.24 25.73

Rs. 40,000 to Rs. 50,000 No. % 67 70 26.27 27.45

More than Rs. 50,000 No. % 73 78 26.45 28.26

33 42 30

17.28 21.99 15.71

41 51 36

17.30 21.52 15.19

40 49 34

16.75 20.33 13.96

42 44 32

16.47 17.25 12.55

45 47 33

16.30 17.03 11.96

Table 80: Convenience of shopping as provided through tele-marketing and e-marketing helps in increasing preference for the brand (City-wise Analysis)

Mumbai No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 76 82 26.39 28.47

Hyderabad No. % 72 78 26.09 28.26

Lucknow No. % 65 70 25.90 27.89

Patna No. % 55 57 22.63 23.46

Bhopal No. % 21 25 14.79 17.61

45 51 34

15.63 17.71 11.81

45 49 32

16.30 17.75 11.59

41 47 28

16.33 18.73 11.16

43 53 35

17.70 21.81 14.40

27 33 36

19.01 23.24 25.35

283

Table 81: My brand preference is effected by the value for money of the brand vis--vis price of the brand (Gender-wise Analysis)

% of total Total respondents No. Extremely effective Very effective 136 231 11.33 19.25

Male % 10.95 18.47 70 118

Female No. % 66 113 11.76 20.14

Effective Somewhat effective Not very effective

293 289 251

24.42 24.08 20.92

148 164 139

23.16 25.67 21.75

145 125 112

25.85 22.28 19.96

Table 82: My brand preference is effected by the value for money of the brand vis--vis price of the brand (Age-wise Analysis)

15-20 years No. % Extremely effective Very effective Effective Somewhat effective Not very effective 25 44 57 58 57 10.37 18.26 23.65 24.07 23.65

20-30 years 30-40 years No. % No. % 30 53 67 69 58 10.83 19.13 24.19 24.91 20.94 35 55 69 56 47 13.36 20.99 26.34 21.37 17.94

40-50 years No. % 26 45 57 59 48 11.06 19.15 24.26 25.11 20.43

50-above No. % 20 10.81 34 18.38 43 23.24 47 25.41 41 22.16

284

Table 83: My brand preference is effected by the value for money of the brand vis--vis price of the brand (Qualification-wise Analysis)
Nonprofessional Graduate No. % Non-professional Post Graduate & above No. % Professional Graduate and above No. %

SSC No. %

HSC No. %

Extremely effective Very effective Effective Somewhat effective Not very effective

19 10.86 33 18.86 41 23.43 44 25.14 38 21.71

25 11.21 43 19.28 54 24.22 54 24.22 47 21.08

32 51 64 55 50

12.70 20.24 25.40 21.83 19.84

30 51 66 65 57

11.15 18.96 24.54 24.16 21.19

30 53 68 71 59

10.68 18.86 24.20 25.27 21.00

Table 84: My brand preference is effected by the value for money of the brand vis--vis price of the brand (Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. % Extremely effective Very effective 24 41 12.57 21.47

Rs. 20,000 to Rs. 30,000 No. % 28 48 11.81 20.25

Rs. 30,000 to Rs. 40,000 No. % 27 46 11.27 19.09

Rs. 40,000 to Rs. 50,000 No. % 28 47 10.98 18.43

More than Rs. 50,000 No. % 29 49 10.51 17.75

Effective Somewhat effective Not very effective

48 43 35

25.13 22.51 18.32

59 55 47

24.89 23.21 19.83

59 59 50

24.41 24.48 20.75

61 63 56

23.92 24.71 21.96

66 69 63

23.91 25.00 22.83

285

Table 85: My brand preference is effected by the value for money of the brand vis--vis price of the brand (City-wise Analysis)

Mumbai No. % Extremely effective Very effective 30 52 10.42 18.06

Hyderabad No. % 29 53 10.51 19.20

Lucknow No. % 27 51 10.76 20.32

Patna No. % 30 49 12.35 20.16

Bhopal No. % 20 26 14.08 18.31

Effective Somewhat effective Not very effective

67 74 65

23.26 25.69 22.57

66 68 60

23.91 24.64 21.74

61 61 51

24.30 24.30 20.32

61 55 48

25.10 22.63 19.75

38 31 27

26.76 21.83 19.01

Table 86: Increase in price of my favourite brand effects my preference for the brand (Gender-wise Analysis)

% of total Total respondents No. Strongly Agree Agree Neither Agree nor Disagree Disagree 183 269 15.25 22.42

Male % 15.02 21.91 96 140

Female No. % 87 129 15.51 22.99

298 255

24.83 21.25

155 140

24.26 21.91

143 115

25.49 20.50

286

Strongly Disagree

195

16.25

108

16.90

87

15.51

Table 87: Increase in price of my favourite brand effects my preference for the brand (Age-wise Analysis)

15-20 years No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 35 52 61 53 40 14.52 21.58 25.31 21.99 16.60

30-40 years 20-30 years No. % No. % 43 63 69 58 44 15.52 22.74 24.91 20.94 15.88 42 63 62 54 41 16.03 24.05 23.66 20.61 15.65

40-50 years No. % 37 52 58 49 39 15.74 22.13 24.68 20.85 16.60

50-above No. % 26 14.05 39 21.08 48 25.95 41 22.16 31 16.76

Table 88: Increase in price of my favourite brand effects my preference for the brand (Qualification-wise Analysis)
Nonprofessional Graduate No. % Non-professional Post Graduate & above No. % Professional Graduate and above No. %

SSC No. %

HSC No. %

Strongly Agree Agree Neither Agree nor Disagree

25 14.29 38 21.71 43 24.57

35 15.70 51 22.87 54 24.22

40 58 67

15.87 23.02 26.59

42 61 65

15.61 22.68 24.16

41 61 69

14.59 21.71 24.56

287

Disagree Strongly Disagree

39 22.29 30 17.14

47 21.08 36 16.14

50 37

19.84 14.68

57 44

21.19 16.36

62 48

22.06 17.08

Table 89: Increase in price of my favourite brand effects my preference for the brand (Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 31 45 16.23 23.56

Rs. 20,000 to Rs. 30,000 No. % 37 54 15.61 22.78

Rs. 30,000 to Rs. 40,000 No. % 37 54 15.35 22.41

Rs. 40,000 to Rs. 50,000 No. % 38 56 14.90 21.96

More than Rs. 50,000 No. % 40 60 14.49 21.74

48 38 29

25.13 19.90 15.18

59 49 38

24.89 20.68 16.03

60 51 39

24.90 21.16 16.18

63 56 42

24.71 21.96 16.47

68 61 47

24.64 22.10 17.03

Table 90: Increase in price of my favourite brand effects my preference for the brand (City-wise Analysis)

Mumbai No. % Strongly Agree Agree 42 63 14.58 21.88

Hyderabad No. % 41 61 14.86 22.10

Lucknow No. % 38 56 15.14 22.31

Patna No. % 38 55 15.64 22.63

Bhopal No. % 24 34 16.90 23.94

288

Neither Agree nor Disagree Disagree Strongly Disagree

70 64 49

24.31 22.22 17.01

68 60 46

24.64 21.74 16.67

65 52 40

25.90 20.72 15.94

62 50 38

25.51 20.58 15.64

33 29 22

23.24 20.42 15.49

Table 91: Decrease in price of competitor brands effects my preference for my favourite brand (Gender-wise Analysis)

% of total Total respondents No. Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 173 312 14.42 26.00

Male % 13.62 25.20 87 161

Female No. % 86 151 15.33 26.92

263 291 161

21.92 24.25 13.42

138 162 91

21.60 25.35 14.24

125 129 70

22.28 22.99 12.48

Table 92: Decrease in price of competitor brands effects my preference for my favourite brand (Age-wise Analysis)

15-20 years No. % Strongly Agree 33 13.69

20-30 years No. % 41 14.80

30-40 years No. % 39 14.89

40-50 years 50-above No. % No. % 35 14.89 25 13.51 289

Agree Neither Agree nor Disagree Disagree Strongly Disagree

61 53 60 34

25.31 21.99 24.90 14.11

73 61 66 36

26.35 22.02 23.83 13.00

70 58 62 33

26.72 22.14 23.66 12.60

62 51 56 31

26.38 21.70 23.83 13.19

46 24.86 40 21.62 47 25.41 27 14.59

Table 93: Decrease in price of competitor brands effects my preference for my favourite brand (Qualification-wise Analysis)
Nonprofessional Graduate No. % Non-professional Post Graduate & above No. % Professional Graduate and above No. %

SSC No. %

HSC No. %

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

23 13.14 43 24.57 40 22.86 44 25.14 25 14.29

33 14.80 59 26.46 48 21.52 54 24.22 29 13.00

38 68 55 59 32

15.08 26.98 21.83 23.41 12.70

40 71 59 64 35

14.87 26.39 21.93 23.79 13.01

39 71 61 70 40

13.88 25.27 21.71 24.91 14.23

Table 94: Decrease in price of competitor brands effects my preference for my favourite brand (Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. %

Rs. 20,000 to Rs. 30,000 No. %

Rs. 30,000 to Rs. 40,000 No. %

Rs. 40,000 to Rs. 50,000 No. %

More than Rs. 50,000 No. % 290

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

30 52

15.71 27.23

35 63

14.77 26.58

35 63

14.41 26.14

36 65

14.12 25.49

37 69

13.41 25.00

41 44 24

21.47 23.04 12.57

52 56 31

21.94 23.63 13.08

53 57 33

22.10 23.65 13.69

55 64 35

21.57 25.10 13.73

62 70 38

22.46 25.36 13.77

Table 95: Decrease in price of competitor brands effects my preference for my favourite brand (City-wise Analysis)

Mumbai No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 40 73 13.89 25.35

Hyderabad No. % 39 71 14.13 25.72

Lucknow No. % 36 65 14.34 25.90

Patna No. % 36 64 14.81 26.34

Bhopal No. % 22 39 15.49 27.46

62 72 41

21.53 25.00 14.24

59 68 39

21.38 24.64 14.13

56 61 33

22.31 24.30 13.15

54 58 31

22.22 23.87 12.76

32 32 17

22.54 22.54 11.97

Table 96: While shopping for a particular type of product for the first time, price of the competing brands is the most important factor that effects my decision regarding brand preference (Gender-wise Analysis)

% of total Total respondents

Male

Female 291

No. Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 151 181 12.58 15.08 75 91

% 11.74 14.24

No. 76 90

% 13.55 16.04

286 304 278

23.83 25.33 23.17

153 167 153

23.94 26.13 23.94

133 137 125

23.71 24.42 22.28

Table 97: While shopping for a particular type of product for the first time, price of the competing brands is the most important factor that effects my decision regarding brand preference (Age-wise Analysis)

15-20 years No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 28 34 58 63 58 11.62 14.11 24.07 26.14 24.07

20-30 years 30-40 years No. % No. % 36 43 66 69 63 13.00 15.52 23.83 24.91 22.74 35 42 62 64 59 13.36 16.03 23.66 24.43 22.52

40-50 years No. % 31 36 56 59 53 13.19 15.32 23.83 25.11 22.55

50-above No. % 21 11.35 26 14.05 44 23.78 49 26.49 45 24.32

Table 98: While shopping for a particular type of product for the first time, price of the competing brands is the most important factor that effects my decision regarding brand preference (Qualification-wise Analysis)

292

SSC No. %

HSC No. %

Nonprofessional Graduate No. %

Non-professional Post Graduate & above No. %

Professional Graduate and above No. %

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

20 11.43 24 13.71 42 24.00 46 26.29 43 24.57

29 13.00 35 15.70 52 23.32 56 25.11 51 22.87

34 40 60 62 56

13.49 15.87 23.81 24.60 22.22

35 42 64 67 61

13.01 15.61 23.79 24.91 22.68

33 40 68 73 67

11.74 14.23 24.20 25.98 23.84

Table 99: While shopping for a particular type of product for the first time, price of the competing brands is the most important factor that effects my decision regarding brand preference (Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 26 31 13.61 16.23

Rs. 20,000 to Rs. 30,000 No. % 31 38 13.08 16.03

Rs. 30,000 to Rs. 40,000 No. % 31 35 12.86 14.52

Rs. 40,000 to Rs. 50,000 No. % 31 37 12.16 14.51

More than Rs. 50,000 No. % 32 40 11.59 14.49

46 46 42

24.08 24.08 21.99

55 59 54

23.21 24.89 22.78

59 61 55

24.48 25.31 22.82

61 66 60

23.92 25.88 23.53

65 72 67

23.55 26.09 24.28

Table 100: While shopping for a particular type of product for the first time, price of the competing brands is the most important factor that effects my decision regarding brand preference (City-wise Analysis) 293

Mumbai No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 34 41 11.81 14.24

Hyderabad No. % 34 41 12.32 14.86

Lucknow No. % 31 38 12.35 15.14

Patna No. % 32 38 13.17 15.64

Bhopal No. % 20 23 14.08 16.20

69 75 69

23.96 26.04 23.96

65 71 65

23.55 25.72 23.55

60 64 58

23.90 25.50 23.11

58 60 55

23.87 24.69 22.63

34 34 31

23.94 23.94 21.83

Table 101: Expensiveness of the brand increases the brands image for me which in turn increases my preference for the brand (Gender-wise Analysis)

% of total Total respondents No. Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 171 298 14.25 24.83

Male % 13.46 24.10 86 154

Female No. % 85 144 15.15 25.67

275 289 167

22.92 24.08 13.92

141 159 99

22.07 24.88 15.49

134 130 68

23.89 23.17 12.12

294

Table 102: Expensiveness of the brand increases the brands image for me which in turn increases my preference for the brand (Age-wise Analysis)

15-20 years No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 32 58 55 60 36 13.28 24.07 22.82 24.90 14.94

20-30 years No. % 38 68 64 68 39 13.72 24.55 23.10 24.55 14.08

30-40 years No. % 37 65 61 63 36 14.12 24.81 23.28 24.05 13.74

40-50 years No. % 35 59 53 56 32 14.89 25.11 22.55 23.83 13.62

50-above No. % 29 15.68 48 25.95 42 22.70 42 22.70 24 12.97

Table 103: Expensiveness of the brand increases the brands image for me which in turn increases my preference for the brand (Qualification-wise Analysis)
Nonprofessional Graduate No. % Non-professional Post Graduate & above No. % Professional Graduate and above No. %

SSC No. %

HSC No. %

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

23 13.14 41 23.43 40 22.86 44 25.14 27 15.43

31 13.90 54 24.22 51 22.87 55 24.66 32 14.35

36 63 58 60 35

14.29 25.00 23.02 23.81 13.89

39 68 62 64 36

14.50 25.28 23.05 23.79 13.38

42 72 64 66 37

14.95 25.62 22.78 23.49 13.17

295

Table 104: Expensiveness of the brand increases the brands image for me which in turn increases my preference for the brand (Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. % Strongly Agree Agree Neither Agree nor Disagree Disagree 25 45 13.09 23.56

Rs. 20,000 to Rs. 30,000 No. % 33 58 13.92 24.47

Rs. 30,000 to Rs. 40,000 No. % 34 60 14.11 24.90

Rs. 40,000 to Rs. 50,000 No. % 37 64 14.51 25.10

More than Rs. 50,000 No. % 42 71 15.22 25.72

43 48

22.51 25.13

53 59

22.36 24.89

56 58

23.24 24.07

60 60

23.53 23.53

63 64

22.83 23.19 13.04

Strongly 30 15.71 34 14.35 33 13.69 34 13.33 36 Disagree Table 105: Expensiveness of the brand increases the brands image for me which in turn increases my preference for the brand (City-wise Analysis)

Mumbai No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 43 75 14.93 26.04

Hyderabad No. % 40 70 14.49 25.36

Lucknow No. % 36 61 14.34 24.30

Patna No. % 34 59 13.99 24.28

Bhopal No. % 18 33 12.68 23.24

65 67 38

22.57 23.26 13.19

64 65 37

23.19 23.55 13.41

60 60 34

23.90 23.90 13.55

54 60 36

22.22 24.69 14.81

32 37 22

22.54 26.06 15.49

296

Table 106: My brand preference is effected by image of the brand (Gender-wise Analysis)

% of total Total respondents No. Extremely effective Very effective 289 291 24.08 24.25

Male % 24.88 25.04 159 160

Female No. % 130 131 23.17 23.35

Effective Somewhat effective Not very effective

308 193 119

25.67 16.08 9.92

166 97 57

25.98 15.18 8.92

142 96 62

25.31 17.11 11.05

Table 107: My brand preference is effected by image of the brand (Age-wise Analysis)

15-20 years No. % Extremely effective Very effective Effective Somewhat effective Not very effective 55 56 65 41 24 22.82 23.24 26.97 17.01 9.96

20-30 years 30-40 years No. % No. % 66 65 72 45 29 23.83 23.47 25.99 16.25 10.47 63 62 67 42 28 24.05 23.66 25.57 16.03 10.69

40-50 years No. % 58 59 59 37 22 24.68 25.11 25.11 15.74 9.36

50-above No. % 47 25.41 49 26.49 45 24.32 28 15.14 16 8.65

297

Table 108: My brand preference is effected by image of the brand (Qualification-wise Analysis)
Nonprofessional Graduate No. % Non-professional Post Graduate & above No. % Professional Graduate and above No. %

SSC No. %

HSC No. %

Extremely effective Very effective Effective Somewhat effective Not very effective

40 22.86 41 23.43 44 25.14 31 17.71 19 10.86

52 23.32 53 23.77 56 25.11 38 17.04 24 10.76

58 60 64 43 27

23.02 23.81 25.40 17.06 10.71

68 67 70 40 24

25.28 24.91 26.02 14.87 8.92

71 70 74 41 25

25.27 24.91 26.33 14.59 8.90

Table 109: My brand preference is effected by image of the brand (Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. % Extremely effective Very effective Effective 45 44 50 23.56 23.04 26.18

Rs. 20,000 to Rs. 30,000 No. % 56 55 62 23.63 23.21 26.16

Rs. 30,000 to Rs. 40,000 No. % 58 57 63 24.07 23.65 26.14

Rs. 40,000 to Rs. 50,000 No. % 62 65 64 24.31 25.49 25.10

More than Rs. 50,000 No. % 68 70 69 24.64 25.36 25.00

298

Somewhat effective Not very effective

33 19

17.28 9.95

41 23

17.30 9.70

40 23

16.60 9.54

38 26

14.90 10.20

41 28

14.86 10.14

Table 110: My brand preference is effected by image of the brand (City-wise Analysis)

Mumbai No. % Extremely effective Very effective 71 72 24.65 25.00

Hyderabad No. % 67 69 24.28 25.00

Lucknow No. % 60 62 23.90 24.70

Patna No. % 58 57 23.87 23.46

Bhopal No. % 33 31 23.24 21.83

Effective Somewhat effective Not very effective

76 43 26

26.39 14.93 9.03

72 42 26

26.09 15.22 9.42

64 41 24

25.67 16.16 9.56

61 41 26

25.10 16.87 10.70

35 26 17

24.65 18.31 11.97

Table 111: Endorsement by a celebrity of a brand increases the image of the brand for me (Gender-wise Analysis)

% of total Total respondents No. Strongly Agree Agree 348 495 29.00 41.25

Male % 28.17 39.75 180 254

Female No. % 168 241 29.95 42.96

299

Neither Agree nor Disagree Disagree Strongly Disagree

148 139 70

12.33 11.58 5.83

84 79 42

13.15 12.36 6.57

64 60 28

11.41 10.70 4.99

Table 112: Endorsement by a celebrity of a brand increases the image of the brand for me (Age-wise Analysis)

15-20 years No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 75 104 24 26 12 31.12

20-30 years No. % 83 29.96

30-40 years No. % 75 28.63 41.22 12.21 11.83 6.11

40-50 years 50-above No. % No. % 65 94 33 28 15 27.66 40.00 14.04 11.91 6.38 50 27.03 72 38.92 28 15.14 23 12.43 12 6.49

43.15 117 9.96 10.79 4.98 31 31 15

42.24 108 11.19 11.19 5.42 32 31 16

Table 113: Endorsement by a celebrity of a brand increases the image of the brand for me (Qualification-wise Analysis)
Nonprofessional Graduate No. % Non-professional Post Graduate & above No. % Professional Graduate and above No. %

SSC No. %

HSC No. %

300

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

56 32.00 76 43.43 17 9.71

68 30.49 94 42.15 25 11.21 25 11.21 11 4.93

72 104 33 29 14

28.57 41.27 13.10 11.51 5.56

75 109 35 32 18

27.88 40.52 13.01 11.90 6.69

77 112 38 35 19

27.40 39.86 13.52 12.46 6.76

18 10.29 8 4.57

Table 114: Endorsement by a celebrity of a brand increases the image of the brand for me (Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 53 78 27.75 40.84

Rs. 20,000 to Rs. 30,000 No. % 69 98 29.11

Rs. 30,000 to Rs. 40,000 No. % 74 30.71

Rs. 40,000 to Rs. 50,000 No. % 74 29.02 41.18

More than Rs. 50,000 No. % 78 112 28.26 40.58

41.25 102

42.32 105

23 24 13

12.04 12.57 6.81

28 28 14

11.91 11.81 5.91

27 26 12

11.20 10.79 4.98

33 29 14

12.94 11.37 5.49

37 32 17

13.41 11.59 6.16

Table 115: Endorsement by a celebrity of a brand increases the image of the brand for me (City-wise Analysis)

Mumbai No. %

Hyderabad No. %

Lucknow No. %

Patna No. %

Bhopal No. % 301

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

82 117

28.47 40.63

80 115

28.99

76

30.28 42.23

71 99

29.22 40.74

39 58

27.46 40.85

41.67 106

33 38 18

11.46 13.19 6.25

33 31 17

11.96 11.23 6.16

29 27 13

11.55 10.76 5.18

33 27 13

13.58 11.11 5.35

20 16 9

14.08 11.27 6.34

Table 116: International presence of the brand increases the image of the brand for me, thus, increasing my preference for the brand (Gender-wise Analysis)

% of total Total respondents No. Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 297 313 24.75 26.08

Male % 25.51 27.54 163 176

Female No. % 134 137 23.89 24.42

246 187 157

20.50 15.58 13.08

126 95 79

19.72 14.87 12.36

120 92 78

21.39 16.40 13.90

Table 117: International presence of the brand increases the image of the brand for me, thus, increasing my preference for the brand (Age-wise Analysis) 302

15-20 years No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 59 61 47 41 33 24.48 25.31 19.50 17.01 13.69

20-30 years 30-40 years No. % No. % 68 71 58 43 37 24.55 25.63 20.94 15.52 13.36 68 72 54 37 31 25.95 27.48 20.61 14.12 11.83

40-50 years No. % 58 62 49 36 30 24.68 26.38 20.85 15.32 12.77

50-above No. % 44 23.78 47 25.41 38 20.54 30 16.22 26 14.05

Table 118: International presence of the brand increases the image of the brand for me, thus, increasing my preference for the brand (Qualification-wise Analysis)
Nonprofessional Graduate No. % Non-professional Post Graduate & above No. % Professional Graduate and above No. %

SSC No. %

HSC No. %

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

46 26.29 47 26.86 40 22.86 23 13.14 19 10.86

55 24.66 58 26.08 46 20.56 36 16.14 28 12.56

58 62 52 43 37

23.02 24.60 20.63 17.06 14.68

67 71 50 43 38

24.91 26.39 18.59 15.99 14.13

71 75 58 42 35

25.27 26.69 20.64 14.95 12.46

Table 119: International presence of the brand increases the image of the brand for me, thus, increasing my preference for the brand 303

(Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 45 47 23.56 24.61

Rs. 20,000 to Rs. 30,000 No. % 58 59 24.47 24.89

Rs. 30,000 to Rs. 40,000 No. % 60 62 24.90 25.73

Rs. 40,000 to Rs. 50,000 No. % 64 69 25.10 27.06

More than Rs. 50,000 No. % 70 76 25.36 27.54

37 34 28

19.37 17.80 14.66

48 39 33

20.25 16.46 13.92

51 37 31

21.16 15.35 12.86

52 38 32

20.39 14.90 12.55

58 39 33

21.01 14.13 11.96

Table 120: International presence of the brand increases the image of the brand for me, thus, increasing my preference for the brand (City-wise Analysis)

Mumbai No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 75 78 26.04 27.08

Hyderabad No. % 70 73 25.36 26.45

Lucknow No. % 61 66 24.30 26.29

Patna No. % 58 62 23.87 25.51

Bhopal No. % 33 34 23.24 23.94

58 42 35

20.14 14.58 12.15

57 42 34

20.65 15.22 12.32

51 40 33

20.32 15.94 13.15

50 39 34

20.58 16.05 13.99

30 24 21

21.13 16.90 14.79

304

Table 121: Social and environmental sensitiveness by a company increases the brand image of its products, thus, effecting my brand preference (Gender-wise Analysis)

% of total Total respondents No. Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 277 301 23.08 25.08

Male % 22.38 23.47 143 150

Female No. % 134 151 23.89 26.92

198 213 211

16.50 17.75 17.58

110 119 117

17.21 18.62 18.31

88 94 94

15.69 16.76 16.76

Table 122: Social and environmental sensitiveness by a company increases the brand image of its products, thus, effecting my brand preference (Age-wise Analysis)

15-20 years No. % Strongly Agree Agree Neither Agree nor Disagree Disagree 54 58 40 45 22.41 24.07 16.60 18.67

20-30 years No. % 63 68 46 50 22.74 24.55 16.61 18.05

30-40 years No. % 60 66 44 46 22.90 25.19 16.79 17.56

40-50 years 50-above No. % No. % 55 60 39 41 23.40 25.53 16.60 17.45 45 24.32 49 26.49 29 15.68 31 16.76

305

Strongly Disagree

44

18.26

50

18.05

46

17.56

40

17.02

31 16.76

Table 123: Social and environmental sensitiveness by a company increases the brand image of its products, thus, effecting my brand preference (Qualification-wise Analysis)
Nonprofessional Graduate No. % Non-professional Post Graduate & above No. % Professional Graduate and above No. %

SSC No. %

HSC No. %

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

39 22.29 43 24.57 29 16.50 32 18.29 32 18.29

51 22.87 55 24.66 38 17.04 40 17.94 39 17.49

61 66 41 42 42

24.21 26.19 16.27 16.67 16.67

62 68 44 48 47

23.05 25.28 16.50 17.84 17.47

64 69 46 51 51

22.78 24.56 16.50 18.15 18.15

Table 124: Social and environmental sensitiveness by a company increases the brand image of its products, thus, effecting my brand preference (Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. % Strongly Agree Agree Neither Agree nor Disagree 43 47 22.51 24.61

Rs. 20,000 to Rs. 30,000 No. % 54 58 22.78 24.47

Rs. 30,000 to Rs. 40,000 No. % 58 63 24.07 26.14

Rs. 40,000 to Rs. 50,000 No. % 59 65 23.14 25.49

More than Rs. 50,000 No. % 63 68 22.83 24.64

30

15.71

41

17.30

41

17.01

42

16.47

44 306

15.94

Disagree Strongly Disagree

36 35

18.85 18.32

42 42

17.72 17.72

40 39

16.60 16.18

45 44

17.65 17.25

50 51

18.12 18.48

Table 125: Social and environmental sensitiveness by a company increases the brand image of its products, thus, effecting my brand preference (City-wise Analysis)

Mumbai No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 64 70 22.22 24.31

Hyderabad No. % 64 69 23.19 25.00

Lucknow No. % 61 66 24.30 26.29

Patna No. % 57 62 23.46 25.51

Bhopal No. % 31 34 21.83 23.94

49 53 52

17.01 18.40 18.06

45 49 49

16.30 17.75 17.75

40 43 41

15.94 17.13 16.33

39 42 43

16.05 17.28 17.70

25 26 26

17.61 18.31 18.31

Table 126: Image of a brand in society effects the level of satisfaction derived by me after I buy the brand (Gender-wise Analysis)

% of total Total respondents No. Strongly Agree Agree 348 381 29.00 31.75

Male % 29.73 33.33 190 213

Female No. % 158 168 28.16 29.95

307

Neither Agree nor Disagree Disagree Strongly Disagree

211 180 80

17.58 15.00 6.67

107 91 38

16.74 14.24 5.95

104 89 42

18.54 15.86 7.49

Table 127: Image of a brand in society effects the level of satisfaction derived by me after I buy the brand (Age-wise Analysis)

15-20 years No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 67 75 42 39 18 27.80 31.12 17.43 16.18 7.47

20-30 years No. % 78 87 49 44 19 28.16 31.41 17.69 15.88 6.86

30-40 years No. % 76 83 47 39 17 29.01 31.68 17.94 14.89 6.49

40-50 years No. % 70 75 42 33 15 29.79 31.91 17.87 14.04 6.38

50-above No. % 57 30.81 61 32.97 31 16.76 25 13.51 11 5.95

Table 128: Image of a brand in society effects the level of satisfaction derived by me after I buy the brand (Qualification-wise Analysis)
Nonprofessional Graduate No. % Non-professional Post Graduate & above No. % Professional Graduate and above No. %

SSC No. %

HSC No. %

Strongly Agree Agree

48 27.43 54 30.86

63 28.25 69 30.94

73 79

28.97 31.35

79 87

29.37 32.34

85 92 308

30.25 32.74

Neither Agree nor Disagree Disagree Strongly Disagree

30 17.14 29 16.57 14 8.00

39 17.49 35 15.70 17 7.62

46 37 17

18.25 14.68 6.75

48 39 16

17.84 14.50 5.95

48 40 16

17.08 14.23 5.69

Table 129: Image of a brand in society effects the level of satisfaction derived by me after I buy the brand (Family Income-wise Analysis)

Rs. 10,000 to Rs. 20,000 No. % Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree 52 57 27.23 29.84

Rs. 20,000 to Rs. 30,000 No. % 67 73 28.27 30.80

Rs. 30,000 to Rs. 40,000 No. % 70 77 29.05 31.95

Rs. 40,000 to Rs. 50,000 No. % 76 82 29.80 32.16

More than Rs. 50,000 No. % 83 92 30.07 33.33

33 32 17

17.28 16.75 8.90

41 38 18

17.30 16.03 7.59

42 36 16

17.43 14.94 6.64

46 36 15

18.04 14.12 5.88

49 38 14

17.75 13.77 5.07

Table 130: Image of a brand in society effects the level of satisfaction derived by me after I buy the brand (City-wise Analysis)

Mumbai No. % Strongly Agree 87 30.21

Hyderabad No. % 82 29.71

Lucknow No. % 72 28.69

Patna No. % 68 27.98

Bhopal No. % 39 27.46

309

Agree Neither Agree nor Disagree Disagree Strongly Disagree

93

32.29

89

32.25

79

31.47

76

31.28

44

30.99

51 40 17

17.71 13.89 5.90

50 39 16

18.12 14.13 5.80

44 39 17

17.53 15.54 6.77

42 39 18

17.28 16.05 7.41

24 23 12

16.90 16.20 8.45

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