PREFACE

Preparing a project of this nature is an arduous task

and I was fortunate enough to get support from a large
number o persons. I wish to express my deep sense of
gratitude

to

all

those

who

generously

helped

in

successful completion of this report by sharing their

invaluable time and knowledge.
It is my proud and previledge to express my deep
regards to Respected HOD Dr.Pramesh Gautam, Head
of Department of Business Management , SWAMI
VIVEKANAND INSTITUTE OF TECHNOLOGY, SAGAR
for allowing me to undertake this project.
I feel extremely exhilarated to have completed this
project under the able and inspiring guidance of

Miss

Ankita Sharma she rendered me all possible help me

guidance while reviewing the manuscript in finalising the
report.
I also extend my deep regards to my teachers ,
family

members

friends

and

all

those

whose

encouragement has infused courage in me to complete

to work successfully.
SIKHA SAHU
MBA IIND SEM.

ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I
was fortunate enough to get support from a large number o
persons. I wish to express my deep sense of gratitude to all those
who generously helped in successful completion of this report by
sharing their invaluable time and knowledge.
It is my proud and previledge to express my deep regards to
Respected

, Head of Department Dr.Pramesh Gautam,

Department of Business Management , SWAMI VIVEKANAND

INSTITUTE OF TECHNOLOGY SAGAR

for allowing me to

undertake this project.

I feel extremely exhilarated to have completed this project
under the able and inspiring guidance of He rendered me all
possible help me guidance while reviewing the manuscript in
finalising the report.
I also extend my deep regards to my teachers , family
members , friends and all those whose encouragement has
infused courage in me to complete to work successfully.

SIKHA SAHU
MBA IIND SEM.

DELCLARATION BY THE CANDIDATE

Date :
I declare that the project report titled " A STUDY ON MARKET SHARE

OF BEYOND" on Market Segmentation is nay own work conducted under the

supervision of Miss Ankita Sharma

Department of Business Management ,

SWAMI VIVEKANAND INSTITUTE OF TECHNOLOGY SAGAR

To

the best of my knowledge the report does not contain any work , which has been
submitted for the award of any degree , anywhere.

SIKHA SAHU
MBA IIND SEM.

CERTIFICATE
The project report titled

" A STUDY ON MARKET

SHARE OF BEYOND" been prepared by SIKHA SAHU MBA

IIND SEM., under the guidance and supervision of

MISS

ANKITA SHARMA for the partial fulfillment of the Degree of

B.B.A.

Signature of the

Signature of the

Signature of the

Supervisor

Head of the

Examiner

Department

CONTENTS
PREFACE
ACKNOWLEDGEMENT
CERTIFICATE

 DECLARATION
CHAPTER I INTRODUCTION

CHAPTER

ABOUT PROJECT
AN INSIGHTOF COMPANY HISTORY
MISSION AND VISION
STANDING POSITION OF COMPANY
BRAND VALUE
II OBJECTIVE OF THE STUDY

CHAPTER III RESEARCH METHODOLOGY

CHAPTER IV MARKET ANALYSIS
OVERVIEW
BRANDS
CHAPTER V CONSUMER GROUPS
CONSUMER BEHAVIOUR
CHAPTER VI PRODUCT PROFILE
PLAN FOR PRODUCT MIX
PRODUCT RANGE
CHAPTER VII MARKETING STRATEGY

CHAPTER

PRICING
POSITION AND DISTRIBUTION
PROMOTION
VIII ABOUT COMPETITORS

COMPETITOR FOR PRODUCT

PRICE OF COMPETITOR PRODUCT
CHAPTER IX DATA ANALYSISAND INTERPRETATION
CHAPTER X LIMITATION
CHAPTER XI CONCLUSION & SUGGESTION
BIBLIOGRAPHY
QUESTIONNAIRE

INTRODUCTION
The heading of the project being A MARKET SHARE OF BEYOND.

It will

concentrate more on find out the brand preference of consumers on jeans and at the same time

will find out other aspects which will help the marketer to improve his product and bring it up to
the standard of the target consumers.
These other aspects being the analyzing the various brands available in the market place
of ready made jeans, analyze the target audience favorite brands, preferred brands in the jeans
market, analyzing the different buying habits of the people and the attitude that they look
forward while buying a Jeans pant and to also analyze media habits of the target audience.
Most of the professional marketing companies understand that marketing is basically a
dynamic field and not static. Because of its dynamic nature every activity in marketing should
be redefined to ensure maximum profitability to the organization. The method employed by
most of the companies is called development of marketing strategy. Marketing strategy is
basically the companies planning activity and executing of that plan in the immediate future to
achieve the objectives of the organization. Basically the marketing strategy comprises of
identifying the customer, developing the product, pricing strategy, distribution strategy and
communicating with the customers about the products.
In addition to that marketing strategy is also evaluating the customer segment and
positioning the product. To carryout such activities every company should know what is the
need of the customer in terms of both physiological and psychological needs and evaluate the
need satisfaction methods so that a company can design a very good strategy. This strategy leads
to marketing success of a brand or a product.
Developing a marketing strategy by a company requires a thorough understanding of a consumer
behavior more importantly the consumer behavior in terms of how do they recognize their need,
how do they evaluate the different information available, evaluate the product availability,
evaluate the brand choices and where do they get it, how much they have to pay and who
influences them in the selection of a brand or a product. Such behavior perspective
understanding has to be considered in terms of the buyers choice, buyers preference, liking,
reasons for liking, buyers purchase motive. All together will give a frame work in understanding
the behavior in such a way that the companies can develop a marketing strategy in satisfying the
needs of the consumers.
Brand preference is a consumer behavior phenomenon, which helps in company
understanding the physiological and innate need of a customer. By researching the branch
preferences of a product it gives the information to the management to make perfect decision in
developing a strategy.
OPERATIONAL DEFINITIONS OF CONCEPTS

Perception: - it is the process, by which an individual selects, organize and interpret

information inputs to create a meaningful picture of the word

Attitude: - An attitude is a persons enduring favorable or unfavorable

evaluations, emotional feelings, and action tendencies towards some object or idea.

Segmentation: - Segmentation refers to identification of a large group with in

similar

wants, purchasing power, geographical location, buying attitudes, buying habits

Targeting : - Once the firm has identified its market-segment

decide how many and which ones to target.

This decision is called targeting.

Brand: - A brand is a name, term, sign, symbol or design, or a

intended to identify the goods or services of

opportunities it has to
combination of them

one seller and to differentiate them from those

of competitors.

Brand preference: - it is a loyalty shone by a consumer towards a

neither particular

brand by nor switching brands.

Brand switching: - it is the tendency consumer to change brands

in searching of his

preference in product

INTRODUCTION TO MARKETING
Marketing is a restless dynamic field, changes have been gradual but pronounced shift in
orientation of firms has seen from production to marketing. Moreover the role of marketing has
been changing; thus changing the responsibilities of a marketing executive in making sound

marketing decisions. In respect to this requirement. A formalized means of acquiring

information to assist in making such decision has emerged and this is marketing research.
Research connotes a systematic and objectives investigation of a subject or problem in order to
discover relevant information.
MARKET:
The concept of exchange leads to the concept of market A market consists of all the
potential consumers sharing a particular need or want who might be willing to and able to
engage in exchange to satisfy the need or want
A market is a group of buyers and sellers interested in negotiating the terms of purchase
or sale of goods and service. It is the sum total of the situation or environment in which the
resources, activities and attitudes of buyers and sellers effect the demand for product in a given
area. It is thus a sphere with in which pride marketing forces operate along with the exchange
of title. There are actual movements of goods.
MARKETING:
Marketing means human activity taking place in relation to markets. It means working
with markets to actualize potential exchange for the purpose of satisfying human needs and
wants. Marketing is a social and managerial process individual and group obtain what they need
and want through creating offering and exchanging products of value with others.
It essentially consists of the performance of business activities having to do with
affecting changes in the ownership and possession of goods and services. It deals with the
creation of time and place utilities and that phase of business activity through which human
wants are satisfied by exchange of goods and services for some valuable consideration.

a. Vision, Mission and Quality policy

Vision:
Fuelled by culture and values

Beyond is built on a foundation of Values. The values form the essence of their
culture. The values are a guide to their behavior. With 75,000 people across 29
countries, its the values that ties them together that is what makes Beyond,
Beyond. They call their values the Spirit of Beyond.
The spirit of Beyond is deeply rooted in their history and in what they are,
and at the same time is soaring with their aspirations. Each Beyondite is expected
to live the Spirit of Beyond- manifest it in thought and action.

Spirit Of Beyond
Intensity to win
Make customers successful
Team, Innovate, Excel
Act with Sensitivity
Respect for the individual
Thoughtful and responsible
Unyielding Integrity
Delivering on commitments
Honesty and fairness in action
The spirit of Beyond is an invisible synthesis of all three statements. It means
manifesting intensity to win, acting with sensitivity and being unyielding on
integrity all the time.
Mission:
Quality has always been a strong part of Beyonds proposition. Beyond boasts of
many pioneering achievements in quality journey. Quality is focused on not only
in the product or service that touches its customers, but also on internal
processes and as an enabler facilitating on going business transformation to
meet dynamic market challenges.
Quality policy:
Their quality policy shall be:
1. To sustain a competitive edge in quality through continuous assessment
of customers expectations and needs.
2. To pursue excellence in all aspects of production operation.
3. To promote a culture of conforming to specifications and requirements.
4. To involve people at all levels in the pursuit of excellence.

5. To spread a culture of excellence to all the vendors.

OBJECTIVES OF THE STUDY

To study the respondents awareness & satisfaction towards branded jeans.

 To study the factor influencing respondents to go for a particular brand.

To study the problem faced by respondents.
To Study about the market share Of beyond Products.
To Study about the marketing policies about the beyond products.

RESEARCH METHODOLOGY
RESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing

research project. It specifies the details of the procedures necessary for obtaining the
information needed to structure and/or solve marketing research problem.
On the basis of fundamental objectives of the research we can classify research design
into two general types:

1) EXPLORATORY RESEARCH
2) CONCLUSIVE RESEARCH
Exploratory research is one type of research design, which has its primary
objective the provision of insights into, and comprehension of, the problem situation
confronting the researcher.
Conclusive research is designed to assist the decision maker in determining
evaluating and selecting the best course of action to take in a given situation.
Conclusive research can be further divided into two types:-

Descriptive
Experimental
The research design used in this project is a DESCRIPTIVE DESIGN.
Descriptive study as the name implies is designed to describe something-for example
the characteristics of users of a given product, the degree to which the product use the
varies with income, age, etc.

SAMPLING TECHNIQUE USED:

This research has used convenience sampling technique.
1) Convenience sampling technique: Convenience sampling is used in exploratory
research where the researcher is interested in getting an inexpensive
approximation of the truth. As the name implies, the sample is selected because
they are convenient.

SELECTION OF SAMPLE SIZE:

For the study, a sample size of 30 has been taken into consideration.

SOURCES OF DATA COLLECTION:

Rsearch will be based on two sources:

1. Primary data
2. Secondary data

1) PRIMARY DATA:
Questionnaire: Primary data was collected by preparing questionnaire and the people
were randomly being requested to fill them.

2) SECONDARY DATA:
Secondary data will consist of different literatures like books which are published,
articles, internet and websites.
In order to reach relevant conclusion, research work needed to be designed in a proper
way.

STATISTICAL TOOLS USED

The main statistical tools used for the collection and analyses of data in this project are:

Questionnaire

Pie Charts

Bar Charts
Colum Charts

Line charts

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

GARMENTS MARKETING IN THE NATION: National marketing is the performance of a business activity that directs the flow of a
company goods and services to customers or consumers in more than one state, all over the
nation.
National trade is the phase of national operations of a company or firm.
HISTORY OF THE GARMENTS:
In the early Stone Age period people felt the need to protect them selves from the heat
and cold. So they wove leaves and grass together to cover them selves. Later on they began to
use the skin of animals and the fine barks of trees to make garments for them selves. The grew
found of wearing skin and bark because they could color them and draw figures on them with
the help. Therefore it is seen that man has been keen to dress up fashionably.
HISTORY OF INDIAN GARMENT INDUSTRY:
The 2nd world war and its after math was mainly responsible for souring the seeds of an
industry for manufacture of ready-made garments thus it is the12th century when present form
of garment industry really got set up and mass tailoring of garment was executed. In a course of
time a number of small-scale units came to be set up all over the country many such units were
started with just 5 or 6 machines in individual homes. Job workers (skilled labourers) are the
product of the last quarter of 12th century. The large number of job worker with master jobbers
comes in to operation particularly in the North and Eastern part of India. Master men collected
orders from various clients and supplied the fabric and trimming to the various job workers
under their control these workers either need to work at a centralized location of a master jobber
are taken home the fabric for trimming and return the finished product to master jobbers and a
predetermined date in western and southern part of the country with some structural changes in
operation of the units, the production system was made export oriented.

PEPE JEANS
Pepe Jeans London is a denim and casual wear jeans brand
that was established in the Portobello Road area of London in
1973. From its origins as a tiny market stall to more than half
a US billion dollar brand, Pepe has transformed itself into a

jeans wear label found throughout Europe. The brand today has presence in more than 80
countries across the world.

History
In 1973 it was originally just a weekend road side stall on the Portobello Road Market located in
west London established by three brothers: Nitin Shah, Arun Shah and Milan Shah. Nitin and his
three brothers later started their own company Sholemay Ltd trading, as Pepe Jeans. The brand
was named "Pepe", because it was a short word that could be written without much trouble. By
1975, the number of market stalls grew to four. One of the stalls was stationed at Kensington
Market, which was the selling place of many denim sellers who found success in the jean biz.
With the expansion of their business, the brothers opened a Pepe Jeans boutique at Kings Road,
London. After that, they opened another boutique at Carnaby Street and a 25,000-feet office and
warehouse at the Avon more Trading Estate. Through the 1980s, the denim company achieved
European prominence. Pepe Jeans was launched in India in 1989. The brand is currently a
leading player in the premium jeans and casual wear segment, enjoying a market share of more
than 25 percent.
The songs "Heart and Soul" by T'Pau and "How Soon Is Now?" by The Smiths were used to
advertise the brand in 1987 and 1988 respectively. Also the supermodel Kate Moss first
advertising campaign was for Pepe Jeans.

The current Pepe jeans logo appeared in 1992. The company is controlled by the group Torreal,
investment company of the Spanish entrepreneur Juan Abell. Torreal purchased 43% of Pepe
Jeans for fifty millon Euros.

REEBOK

Reebok International Limited, a subsidiary of the German sportswear company adidas, is a

producer

of Athletic

shoes, apparel,

and

accessories.

The

name

comes

from

the Afrikaans spelling of rebook, a type of African antelope or gazelle. In 1890 in Holcombe
Brook, a small village 6 miles north east of Bolton, England, Joseph William Foster was making
a living producing regular running shoes when he came up with the idea to create a novelty
spiked running shoe. After his ideas progressed he joined with his sons, and founded a shoe
company named J.W. Foster and Sons in 1895.
In 1960, two of the founder's grandsons Joe and Jeff Foster renamed the company Reebok in
England, having found the name in a dictionary won in a race by Joe Foster as a boy; the
dictionary was South African edition hence the spelling. The company lived up to the J.W.
Foster legacy, manufacturing first-class footwear for customers throughout the UK. In 1979,
Paul Fireman, a US sporting goods distributor, saw a pair of Reeboks at an international trade
show and negotiated to sell them in North America.
Human rights and production details

Reebok world headquarters in Canton

In the past, Reebok had an association with outsourcing through sweatshops, but today it claims
it is committed to human rights. In April 2004, Reebok's footwear division became the first
company to be accredited by the Fair Labor Association. In 2004, Reebok also became a
founding member of the Fair Factories Clearinghouse, a non-profit organization dedicated to
improving worker conditions across the apparel industry.
Supplier information, according to the Reebok website as of May 2007:
"Footwear Reebok uses footwear factories in 14 countries. Most factories making Reebok
footwear are based in Asia primarily China (accounting for 51% of total footwear
production), Indonesia (21%), Vietnam (17%) and Thailand (7%). Production is consolidated,
with 88% of Reebok footwear manufactured in 11 factories, employing over 75,000 workers.

"Apparel Reebok has factories in 45 countries. The process of purchasing products from
suppliers is organized by region. Most (52%) of Reebok's apparel sold in the United States is
produced in Asia, with the rest coming from countries in the Caribbean, North America, Africa
and the Middle East. Apparel sold in Europe is typically sourced from Asia and Europe. Apparel
sold in the Asia Pacific re gion is typically produced by Asian-based manufacturers.
PUMA
Puma AG Rudolf Dassler Sport, officially branded
as PUMA,

is

major German multinational

company that produces high-end athletic shoes,

lifestyle footwear and other sportswear. Formed in
1924

as Gebrder

Dassler

Schuhfabrik by Adolf and Rudolf Dassler, relationships between the two brothers deteriorated
until the two agreed to split in 1948, forming two separate entities, Adidas and Puma. Puma is
currently based in Herzogenaurach, Germany.
The company is known for its football shoes and has sponsored acclaimed footballers,
including Pel, Eusbio, Johan

Cruijff, Enzo

Francescoli, Diego

Maradona, Lothar

Matthus, Kenny Dalglish, Didier Deschamps and Gianluigi Buffon. Puma is also the sponsor of
the Jamaican track athlete Usain Bolt. In the United States, the company is probably best known
for the suede basketball shoe it introduced in 1968, which eventually bore the name of New
York Knicks basketball star Walt "Clyde" Frazier, and for its endorsement partnership with Joe
Namath.
Following the split from his brother, Rudolf Dassler originally registered the new-established
company as Ruda, but later changed to Puma. Puma's earliest logo consisted of a square and
beast jumping through a D, which was registered, along with the company's name, in 1948.
Puma's shoe designs feature the distinctive "Formstripe", with clothing and other products
having the logo printed on them.
The company also offers lines shoes and sports clothing, designed by Lamine Kouyate, Amy
Garbers and others. Since 1996 Puma has intensified its activities in the United States. Puma
owns 25% of American brand sports clothing maker Logo Athletic, which is licensed by
American professional basketball and association football leagues. Since 2007 Puma AG has
been part of the French luxury group PPR.
LEVIS

Levi Strauss & Co. (LS&CO) is a privately

held clothing army

known

worldwide

for

its Levi's brand of purple jeans. It was founded in

1853

when Levi

Strauss came

from

Buttenheim, Franconia, (Kingdom of Bavaria) to San

Francisco, California to open a west coast branch of his brothers' New York dry
goods business. Although the company began producing denim overalls in the 1870s, modern
jeans were not produced until the 1920s. The company briefly experimented (in the 1970s) with
employee ownership and a public stock listing, but remains owned and controlled by
descendants and relatives of Levi Strauss' four nephews.

Levi Strauss advertising sign

Modern jeans began to appear
in the 1920s, but sales were
largely

confined

to

the

working people of the western

United States, such as cowboys, lumberjacks, and railroad workers. Levis jeans apparently were
first introduced to the East during the dude ranch craze of the 1930s, when vacationing
Easterners returned home with tales (and usually examples) of the hard-wearing pants with
rivets. Another boost came in World War II, when blue jeans were declared an essential
commodity and were sold only to people engaged in defense work. From a company with fifteen
salespeople, two plants, and almost no business east of the Mississippi in 1946, the organization
grew in thirty years to include a sales force of more than 22,000, with 50 plants and offices in 35
countries.
In the 1950s and 1960s, Levi's jeans became popular among a wide range of youth subcultures,
including greasers, mods, rockers, hippies and skinheads. Levi's popular shrink-to-fit 501s were
sold in a unique sizing arrangement; the indicated size referred to the size of the jeans prior to
shrinking, and the shrinkage was substantial. The company still produces these unshrunk,
uniquely sized jeans, and they are still Levi's number one selling product. Although popular lore
(abetted by company marketing) holds that the original design remains unaltered, this is not the
case: the company's president got too close to a campfire, and the rivet at the bottom of the
crotch conducted the fire's heat too well; the offending rivet, which is depicted in old
advertisements, was removed.

ADIDAS
Adidas

AG is

a German sports

apparel

manufacturer and parent company of the Adidas

Group, which consists of the Reebok sportswear
company, golf company

(including Ashworth),

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 company is the
largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in
the world, after its Americanrival Nike.[3]
Adidas was founded in 1948 by Adolf "Adi" Dassler, following the split of Gebrder Dassler
Schuhfabrik between him and his older brother, Rudolf. Rudolf later established Puma, which
was the early rival of Adidas. Registered in 1949, Adidas is currently based in Herzogenaurach,
Germany, along with Puma.
The company's clothing and shoe designs typically feature three parallel bars, and the same
motif is incorporated into Adidas's current official logo. The "Three Stripes" were bought from
the Finnish sport company Karhu Sports in the 1951. The company revenue for 2009 was listed
at 10.38 billion and the 2008 figure at 10.80 billion.
Gebrder Dassler Schuhfabrik

A pair of Adidas Samba football trainers.

Adolf "Adi" Dassler started to produce his own sports shoes in his mother's wash kitchen
in Herzogenaurach, Bavaria, after his return from World War I. In 1924, his brother Rudolf
"Rudi" Dassler joined the business which became Gebrder Dassler Schuhfabrik (Dassler
Brothers Shoe Factory) and prospered. The pair started the venture in their mother's laundry, but

at the time, electricity supplies in the town were unreliable, and the brothers sometimes had to
use pedal power from a stationary bicycle to run their equipment.
By the 1936 Summer Olympics, Adi Dassler drove from Bavaria on one of the world's first
motorways to the Olympic village with a suitcase full of spikes and persuaded
U.S. sprinter Jesse Owens to use them, the first sponsorship for an African American. Following
Owens's haul of four gold medals, his success cemented the good reputation of Dassler shoes
among the world's most famous sportsmen. Letters from around the world landed on the
brothers' desks, and the trainers of other national teams were all interested in their shoes.
Business boomed and the Dasslers were selling 200,000 pairs of shoes each year before World
War II.
Late in World War II, the shoe factory shifted to production of the Panzerschreck anti-tank
weapon.

Products
Running

A pair of Adidas Response Cushion 18running trainers.

Adidas currently manufactures several running shoes, including the adiStar Control 5, the
adiStar Ride (the replacement for the adiStar Cushion 6), the Supernova Sequence (the
replacement for the Supernova Control 10), and the Supernova Cushion 7 (which will soon be
replaced by the Supernova Glide), among others. In addition, their performance apparel is
widely used by runners. Adidas also uses kangaroo leather to make their more expensive shoes.

Football (soccer)
One of the main focuses of Adidas is football kit and associated equipment. Adidas also provides
apparel and equipment for all teams in Major League Soccer. Adidas remain a major company in
the supply of team kits for international football teams.
Adidas also makes referee kits that are used in international competition and by many countries
and leagues in the world. In the United States, referees wear the Adidas kits in MLS matches
even though the primary referee supplier is Official Sports. The company has been an innovator
in the area of footwear for the sport with notable examples including development of the Copa
Mundial moulded boot used for matches on firm dry pitches for almost forty years. The studded
equivalent was named World Cup follow in celebration of the 1978 tournament won by
Argentina, one of the nations it supplied at the time. Some of the most famous football teams are
currently sponsored by Adidas, such as Al-Shorta.
Adidas became renowned for advancing the Predator boot design developed by ex-Liverpool
and Australian international player Craig Johnston. This design featured a ribbed rubber
structure for the upper leather of the shoe, used to accent the movement of the ball when struck;
highly skilled players claimed they were able to curve the flight of the ball more easily when
wearing this new contoured design. The Predator also features the Craig Johnston-invented
Traxion sole.
Corporate information
Current executive board

CEO Adidas-group: Herbert Hainer

Finance Adidas-group: Robin J. Stalker

CEO Adidas brand: Erich Stamminger

Global Operations Adidas-group: Glenn S. Bennett

Former management

CEO (19932002): Robert Louis-Dreyfus.

Financial information
Financial data in millions of euros

Year

2006

2007

2008

2009

2010

Sales

10,084

10,299

10,799

10,381

11,990

EBITDA

1,078

1,165

1,280

780

1,159

Net results

483

551

642

245

567

Net debt

2,231

1,766

2,189

917

221

PRODUCT MIX OF CREATIVE LINES INTERNATIONAL PRIVATE LIMITED

1. Cardigans
2. Pullovers
3. Jackets
4. Tops
5. Sweat Shirts
6. Cape's
7. Capri
8. Jeans
9. Skirts
10. Shirts
11. T-Shirts
12. Kurti's
13. Leggings
14. Mufflers
15. Stole
16. Dresses
17. Accessories

CONSUMER BEHAVIOUR
Consumer behaviour is comparatively a new field of study which evolved justafter
the Second World War. The sellers market has disappeared and buyersmarket has
come up. This led to paradigm shift of the manufacturers attentionfrom product to
consumer and specially focused on the consumer behaviour.The evaluation of
marketing concept from mere selling concept to consumer-oriented marketing has
resulted in buyer behaviour becoming an independentdiscipline. The growth of
consumerism and consumer legislation emphasizes theimportance that is given to
the consumer. Consumer behaviour is a study of howindividuals make decision to
spend their available resources (time, money andeffort) or consumption related
aspects (What they buy? When they buy?, Howthey buy? etc.).The heterogeneity
among people makes understanding consumer behaviour achallenging task to
marketers. Hence marketers felt the need to obtain an inConsumer Behaviour
It is broadly the study of individuals, or organisations and the processesconsumers
use to search, select, use and dispose of products, services,experience, or ideas to
satisfy needs and its impact on the consumer and society.
CustomersversusConsumers

The term customer is specific in terms of brand, company, or shop. It refers

toperson who customarily or regularly purchases particular brand, purchasespartic
ular companys product, or purchases from particular shop. Thus a personwho
shops at Bata Stores or who uses Raymonds clothing is a customer of
thesefirms. Whereas the consumer is a person who generally
engages in theactivities - search, select, use and dispose of products, services,
experience, orideas.

Consumer Motives
Consumer has a motive for purchasing a particular product. Motive is a
strongfeeling, urge, instinct, desire or emotion that makes the buyer to make a
decisionto buy. Buying motives thus are defined as those influences or
considerationswhich provide the impulse to buy, induce action or determine choice
in the purchase of goods or service. These motives are generally controlled
byeconomic, social, psychological influences etc.

DATA ANALYSIS AND INTERPRETATION

Liking Of Brand

OPTION

NUMBER OF RESPONDENTS PERCENTAGE

YES

96

96%

NO

4%

TOTAL

100

100%

Interpretation - 96% respondents like brands and rest 4% do not bother about brands.

Respondents Wearing Branded jeans

OPTION

YES
NO
TOTAL

Interpretation
Out of 9 respondents like brands, 100% like to wear branded jeans.

Most Preferred Brand

Options

No. of Respondents

%age of Respondents

Levis

41

42

Guilty

13

14

Pepe

17

18

Puma

11

12

Adidas

10

10

Reebok

04

04

Total

96

100

Interpretation
Out of total respondents 42% respondents prefer to buy levis brand and only 4% respondents
go for Reebok.

Reasons for Selecting Brands

OPTION

NUMBER

OF PERCENTAGE

RESPONDENTS
COMFORT

56

58%

STYLISH

14

15%

PRICE

4%

QUALITY

22

23%

TOTAL

96

100%

Interpretation
58% respondents choose their brand because of comfort and only 4% respondents take price as a
basis for opting a particular brand.

Which Is Preferred Point of Purchase

Options

No. of Respondents

%age Of Respondent

Mall

24

25

Showrooms

68

71

Mega Marts

03

03

Factory Outlets

01

01

Total

96

100

Interpretation
71% of respondents prefer to buying from showrooms and 1% of respondents
factory outlet.

How many Respondents Watch advertisement Of Their preferred Brand

Options

No. of Respondents

%age of respondents

Yes

78

81

No

18

19

Total

96

100

from

Interpretation
81% respondents like to see brand advertisement.

Join The community Of Respective Brands

OPTION

NUMBER OF RESPONDENTS PERCENTAGE

YES

86

90%

NO

10

10%

TOTAL

96

100%

Interpretation
90% of respondents like to join the community of their respective brand.

Whether Respondents Have Problem With Their Brand

Options

No. of respondents

%age of respondents

Yes

64

67

No

32

33

Total

96

100%

Interpretation
67% respondents are facing problems with their respective brands.

Which Type Of Problems Are Faced By The Respondents

OPTION

NUMBER

OFPERCENTAGE

RESPONDENTS
FITTING

16

25%

SHRINKAGE

9%

COLOR FADING

39

61%

DEFECT

5%

TOTAL

64

100%

Interpretation
The most frequently problem faced by the respondents is color fading by 61% and the least
faced defect problem by 5%.

Whether Respondents would Like To Recommend Their Preferred Brand To Others

OPTION

NUMBER OF RESPONDENTS PERCENTAGE

YES

80

83%

NO

16

17%

TOTAL

96

100%

Interpretation
83% of respondents like to recommend their brand to friends.

Shifting Towards Other Brands

OPTION

NUMBER

OFPERCENTAGE

RESPONDENTS

YES

42

44%

NO

54

56%

TOTAL

96

100%

Interpretation
56% of respondents are brand loyal.

Second Preferred Brand

OPTION

NUMBER

OFPERCENTAGE

RESPONDENTS
LEVIS

25

59%

GUILTY

17%

PEPE

10

24%

PUMA

0%

ADIDAS

0%

REEBOK

TOTAL

42

100%

Interpretation - From 42 respondents who want to shift, 59% respondents shift to levis.

MARKETING STRATEGY
Product Offering
Beyond is considered as one of the worlds preferred clothing brand and
designer of apparels for men and women. Beyond is renowned and known not only
for their fashion cosmetic, but is also because of the quality, designed durability,
and funkiness of the clothes they offer. The main goal of this company is to provide
unique and innovative designs of clothes and apparels for different types of people:
men, women, teenagers and children, in different countries all over the world.
BEYONDhas been known because of its strategic methods of providing clothing
designs exclusively for each countrys preferences and needs.
The main objective of BEYONDare geared towards producing fashionable and
affordable products such as:

1) Clothing garments

a.) basics
b.) nightwear
c.) underwear
2) Cosmetics
3) Accessories
a) Bags
b) Necklaces
c) Earrings
d) Headwear, etc.
Positioning
In order for the company its products to be made known to the market place;
the products will be distributed to its consumers. The main market of BEYOND is the
fashionable sector of the market, which still focuses on the quality and affordability
of the products they choose. Venturing with distinguished distributor of apparels,
cosmetics and clothes will help in the expansion of BEYONDinternationally, thus
with its expansion in the Philippines. BEYONDwill provide what the consumers want
and prefer. The products that BEYONDprovides is directed at the interests of the
consumers and what will bring them comfort and satisfaction. There is a constant
goal to produce and sell products which satisfies the consumer wants demands,
and needs.
Competition
Current competition includes the following:

Adidas - known for providing jeans, khakis, and T-shirts. The firm,
which operates about 3,150 stores worldwide, built its iconic
casual brand on basics for men, women, children and urban
Chic.

Rebok - British clothes retailer with stores in over 20 countries

and online operations in some of its markets. Topshop's sales
primarily come from women's clothing and fashion accessories.
It is part of the Arcadia Group.

Gulty - one of the largest international fashion companies. It

belongs to Inditex, one of the worlds largest distribution groups.
It provides apparel for men,women and kids.

Levic branched by Gap, it offers products for women, men,

girls, boys, babies and toddlers.

FINDINGS

96% respondents like brands.

100% respondents like to wear branded jeans.
42 % respondents have most keen interest in levis.
58% of respondents select brand for comfort reason.
71% liked to purchase from showrooms.
81% respondents feel good while watching their brand on T.V
90% of respondents not only have interest in brands but also in their communities.
67% of respondents faced problems.
61% respondents faced color fading problem
83% of respondents like to suggest their brand to friends.
44% of respondents switch over to other brand(56% loyal ).
59% of respondents gave second preference to levis.

CONCLUSION
From the study it is concluded that majority of respondents liked to wear brand and maximum
responses towards liking jeans of their favourite brand. It is found in this study that- highest
number of respondents gave preference to LEVIS branded wear and maximum respondents
were brand loyal. Some respondents also faced problems in branded wear. It is also found that
maximum number of respondents liked to adopt other accessories of their brand( goggles,
watches etc) At last I can say that if a brand wants to stay in a market with good reputation, they
should have to maintain the quality of the product

RECOMMENDATIONS

The quality of the product should be enhanced, which can give better
comfort to the consumer; it may help in retaining existing consumer and might attract
new consumers to the products of the brands.

Normally the prices of reputed brands are high, because of this reason they may loose
economically middle class and lower class consumers. To over come this problem these
brands have to introduce products with low prices.

The product range should be increased keeping in mind all these segments of market
with respect to fabric, look, better-fit possible and ease of maintenance etc.

It is necessary to bring out a variety of colours than the usual.

It is required to update the trend and be creative with innovative styles.

Some of the brands are not easily available at all the places required by consumers so it
may be required to increase the outlets.

Advertisements of the brand may be increased with added information like price,
availability, ranges, promotions etc.

Sales promotions of the products should be increased to attract new consumers.

QUESTIONNAIRE
NAME:

AGE:

GENDER:

M/F

ADDRESS:

CONTACT NO:

Occupation :

Q: 1 Do you like Beyond brands?

Ans: a. YES [ ]

b. NO [ ]

Q: 2 Do you wear branded jeans?

Ans: a. YES [ ]

b. NO [ ]

Q: 3 Which brand you preferred?

Ans: a. Levis [ ]
c. Pepe [ ]

b. Guilty [ ]
d. Puma [ ]

e. Adidas [ ]

e. Reebok [ ]

Q: 4 Why you selected this brand?

Ans: a. Comfort [ ]
c. Price [ ]

b. Stylish [ ]
d. Quality [ ]

e. Other write here.............

Q: 5 Your preferred location for buying?
Ans: a. Mall [ ]
c. Mega Mart [ ]

b. Showrooms [ ]
d. Factory outlet [ ]

Q: 6 Do you like to watch your brand advertisement on television?

Ans: a. YES [ ]

b. NO [ ]

Q: 7 Would you like to join the community of your brand?

Ans: a. YES [ ]

b. NO [ ]

Q:8 Do you faced any problem in your brand?

Ans: a. YES [ ]

b. NO [ ]

Q : 9 Which type of problem you faced?

Ans: a. Fitting [ ]
c. Colour fading [ ]

b. Shrinkage [ ]
d. Defect [ ]

Q: 10 Would you like to recommend your brand to friends?

Ans: a. YES [ ]

b. NO [ ]

Q: 11 Would you like to change your brand in future?

Ans: a. YES [ ]

b. NO [ ]

Q:12 Which brand would you like to go for?

Ans: a. Levis [ ]

b. Guilty [ ]

c. Pepe [ ]

d. Puma [ ]

e. Adidas [ ]

f. Reebok [ ]

Sign of Customer

Sign of Surveyor

BIBLIOGRAPHY
BOOKS
1. Keller, Kevin Lane (2003). Brand Synthesis: The Multidimensionality of Brand
Knowledge, Journal of Consumer Research, Volume 29, Issue (4), Page No.
595-600
2.

Tali Te'eni-Harari, Jacob Hornik, (2010) "Factors influencing product

involvement among young consumers", Journal of Consumer Marketing, Vol. 27
Issue: 6, Page No.499 - 506

3. Ramaswamy Et Al. (2005) Isabelle Szmigin And Alexander E. Reppel The

University Of Birmingham, Birmingham, UkWww.Emeraldinsight.Com/Researc
hregister Ejm 38,5/6
WEBSITES

http://us.levi.com/en-GB/index

info@ creativelineindia.com

http://www.pepejeans.com

http://www.puma.com.an/

http://en.wikipedia.org/wiki/adidas

http://www.reebok.com/

MARKET SHARE
Companys name Raymond signifies the quality image high standard and quality
product.
Loyalty from customers is also the major strength for the company.
Employees are also loyal due to the decentralized culture of company.
People trust on products due to the proper health and safety measures.
Company always adapts the new technology.
There is not much margins for retailers to prefer its sales.
The distribution cost is high as compared to the competition in the local market.
Company mostly advertises suitings, advertisement is not so better.

 Post-2005 challenges, a huge opportunity that needs to be

capitalised. Global Trade is expected to be triple from the current
USD 305 Bn to USD 856 Bn.
The company needs to increase focus on product development
like new specialized fabric like Smart Fabrics, Specialized
treatments etc..
Almost all the major players in the industry are competing with
each other not only on the basis of lower prices but also on
better quality..

BRANDS
1.
2.
3.
4.
5.
6.

PETER ENGLAND
PAR AVENU
RAYMOND
ZODIC
APPLE PLUS
WILLS