MARKETING RESEARCH AND

RESEARCH METHODOLOGY

PROPOSAL 2
BLAZERS
GROUP -1
SECTION -A

Garv Khanavalia 18051

Bhoomika MS 18037
Ribhuvan Muntha 18021
Siddanth Sharadh 18045
Greeshma Venogopal 18038
Devaki Skanda 18010

SUBMITTED TO
DR.M R SURESH
PROFESSOR - MARKETING
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Table of Contents
BLAZERS .................................................................................................................................................. 3
BACKGROUND: ........................................................................................................................................ 3
Segments:............................................................................................................................................ 4
4 P’s ..................................................................................................................................................... 4
Major brands....................................................................................................................................... 4
Working definition of the product: ......................................................................................................... 4
DECISION MAKING CONTEXT .................................................................................................................. 5
RESEARCH PURPOSE ............................................................................................................................... 5
RESEARCH BOUNDARY: ........................................................................................................................... 6
RESEARCH OBJECTIVE: ............................................................................................................................ 7
RESEARCH QUESTION: ............................................................................................................................ 7
RESEARCH APPROACH ............................................................................................................................ 8
RESEARCH DESIGN: - ............................................................................................................................... 8
RESPONDENTS ........................................................................................................................................ 9
SAMPLING PLAN AND SIZE ...................................................................................................................... 9
FIELD WORK AND DATA COLLECTION ................................................................................................... 10
10.INFORMATION RESOURCE PLANNING TABLE .................................................................................. 11
DATA ANALYSIS ..................................................................................................................................... 11
DUMMY TABLE ...................................................................................................................................... 12
ACTIVITY PLAN ...................................................................................................................................... 13
 So according to the plan the cost for the research would be around 50000. .............................. 13
 Data collection would take around 1-2 weeks for perfect analysis of respondents in mysore. .. 13
 Analysis would be done on the survey which will be conducted in mysore area. ....................... 13
 Hence the total time which would be taken is around 20 days and after 20 days the report will
be submitted. ........................................................................................................................................ 13
QUESTIONNAIRE ................................................................................................................................... 13

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 BLAZERS

 A blazer is a type of jacket resembling a suit jacket but cut more casually.
A blazer is generally distinguished from a sport coat as a more formal
garment and tailored from solid colour fabrics. Blazers often have naval-
style metal buttons to reflect their origins as jackets worn by boating club
members.
 The Comfort suitings afford you a top-quality product, comfort suitings is
made to give an experience of comfort, different colours, design and
style. Compare the features of the comfort suitings and you will find the
quality of the product and price different from all other brands in the
market. Customers can get high quality of blazers at an affordable price.

BACKGROUND:

The blazer is a key ingredient in any well-rounded gentleman's wardrobe. Worn

by men for both work and leisure, the authentic blazer has held a consistent
place in the male wardrobe for decades. These days people prefer to wear blazer
for an interview or a meeting as it is the perfect path to an effortlessly smooth
look in no time. With the advent of more colorful and textured blazers coming
into the industry, blazers are no more the uptight formal clothing it once used to
be. It is truly the gentleman’s way of doing casual. The youth prefer blazers as
they are versatile. Some of the major brands selling blazers are Raymond

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Group, Van Heusen, Louis Philippe, Peter England, United Colors of Benetton
etc.

Segments: Students, Employees, Professionals above the age of 20.

4 P’s: Product- Our company offers comfortable, classic men’s blazers perfect
for work or a nice dinner on the town. Our blazers are as classic as it gets, so it
has a lot of flexibility in your wardrobe. We offer a variety of slim fit blazers
which is made of polyester, viscose, and spandex. The anti-wrinkle finish makes
it great for travel, as you know it will come out of the suitcase looking fresh.
Blazers with features such as 100% wool with the lining made of 100% rayon
having side vents which ensure you’ll stay cool and comfortable. We also offer
a versatile range of blazers for the youth.

Price- The price of our blazers ranges from Rs.1500 to Rs.4000.

Promotion- Promotion includes advertising, social media marketing, email

marketing, search engine marketing.

Place: Our initial plan is to sell our products through our outlets and then later
make it available in other retail outlets.

Major brands: Some of the top men’s blazer brands are Raymond, Van Heusen,
Louis Philippe, Peter England, United Colors of Benetton, Tommy Hilfiger etc.

Working definition of the product:

1. Dictionary definition: A coloured jacket worn by schoolchildren or

sports players as part of a uniform.
OR
A plain jacket not forming part of a suit but considered appropriate for
formal wear.
2. Industrial definition: A blazer is a type of single breasted coat, closely
related to a suit jacket. Generally, it differs from a suit jacket in that the

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 buttons are usually metallic, and the outer material generally more
durable.
3. Common man’s understanding of a blazer: A jacket worn as a formal
wear.

From the above we can derive that a blazer is a suit jacket worn by people both
as formal wear and casual wear.

DECISION MAKING CONTEXT

The firm wants us to undertake the Marketing research study because

 To know the demand of blazers in the market.

 Better understanding of customers
 Knowledge about the competitors and how they approach the market

RESEARCH PURPOSE

Problem to be studied:

 To know what factors influence people to buy BLAZERS?

 What innovative designs need to be implemented for increase in sales
 How do people see blazers as a product and what they like and dislike about
the product?

Nature of the problem

 Not comfortable in summers
 Seasonal demand for school children’s
 Maintenance of the blazers ( dry clean after use )

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RESEARCH BOUNDARY:

Major areas under the Mysore city corporation.

Data collection method:

Sources of data used:

The study will be conducted using both primary as well as secondary sources of
data.

 Primary data:

The primary data will be collected from selected areas in Mysore i.e., areas that
come under Mysore city corporation. Data will also be collected from public
places mainly with the help of questionnaires.

 Secondary data:

The secondary data will be collected from articles, magazines and online sources.

 Sample size:

The sample size will consist of 100 respondents.

 Data Collection Instruments:

Structured questionnaire is used as the instrument for data collection. It will be

provided to all the respondents for the purpose of acquiring data through their
response.

Research users:
Research user will be the organisation for whom we are doing the research.

Research boundary

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Geography boundary in city of Mysore market and time limitation.

The city is divided into 4 divisions that is

1.Narasimharaja
2.Chamaraja
3.Krishnaraja
4.Chamundeshwari
We are concentrating on V.V Mohalla, Sarawastipuram, Vijayanagara,
Bannimantappa.

RESEARCH OBJECTIVE:

The objective of the product can only be achieved when the users of the product
get satisfied after using the product. In a more precise view, our research has the
following subsidiary objectives:
 To understand buying behaviour of potential buyers.
 To understand the cost range of the product.
 To understand the willingness of people to use this product.
 Buying behaviour based on brand name or innovative design of the
product.

RESEARCH QUESTION:

The research question is very important because when the research questions
gets answered will lead to the achievement of the research objective. So, the
following are the research question:
 What would be the price of the product which will affect the sales?
 What is the quality that the users expecting from the product?
 What is the design of the product that the different classes of people
preferring?
 Are they brand preferred users?
 Analysing the customers’ needs according to todays trends in the market?

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  What affects the buying behaviour?
 Which segment of people prefer to buy blazers more?

RESEARCH APPROACH

Hypothesis
H0 Customers tend to buy blazers for enhancing their personality.
H1 Respondents are not willing to buy blazers for enhancing their
personality.
Most of the customers interested in buying blazers come under the age (20 -
60).
1. Price plays the decisive role in selection of the product.
2. Quality, design, specification and features mostly preferred by the
customers.
3. Advertisements and promotion create awareness among the customers.
4. Good brand image and visibility affects sales.

RESEARCH DESIGN: -

We are planning to conduct an exploratory research. The survey research will

be conducted by a questionnaire to a total of 100 consumers living in and
around the area of Mysore. By conducting an exploratory research using
questionnaire we can get

1.What type of new design is the customer looking for?

2. To select the best price range with respect to the competitors?

3. Choice of data collection: - Primary data collection.

Thus, by collecting intensive data regarding the product we will get know what
is in the minds of customer. So that necessary action can be taken.

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RESPONDENTS

1. Corporate people: They are our main targeted customers as they wear
blazers everyday. So it will be easy o collect data about what is their
preference and what they really need in blazers.
2. Adults – It is very essential to collect data from them about what design
they like and what not when it comes to marriage functions or in casual
wear.
3. Tailors- To get information from tailors about what design customers
wants before giving them order for making blazers.

SAMPLING PLAN AND SIZE

Step 1 : Define the Target Population

Our target population is about 100 people from Mysore district and mostly we
will target men(working in corporate sector).
Step 2 : Data Collection Methods
As mentioned, we have suggested different methods for data collection for
individual users. For the research part on individual users, we suggest to use
method of online survey known as Internet/Web-based , Survey telephone
administered method known as wireless phone surveys and also going to
different industries in Mysore, retail shops , tailor shops etc and to do a survey
on which type of blazers they generally like to wear.
Step 3: Sampling method We can use probability sampling because we have the
complete list of target population, which is the chief requirement of probability
sampling. Also, the sample representativeness, reliability and accuracy can be
assured under the computing of confidence intervals. Thus, the quality of the
sampling and research would be higher which is essential for blazers. Under
probability sampling, we further suggest the use of proportionate stratified
sampling. The use of this method can let us collect data based on different strata
with different variables we suggested. The result is believed to be more obvious.
The proportionate type of this method is chosen because the larger strata will be
sampled more heavily based on their larger percentage of the target population.
Thus, the reliability of the research is assured again.
Step 4 : Determine the necessary sample size

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We propose to use convenient sampling to find out the preferences and
perceptions of consumers.
Sample
Sample size:100 respondents
Confidence interval: 95%
Age Group: 18-40 years old
Geographical location: The sampling will be done within the city limits of
Mysore. It will be conducted at various retail clothing stores and tailor shops
across Mysore.

FIELD WORK AND DATA COLLECTION

Here we will approach retailers, potential buyers, already users, contractors to

collect the required data to address the decision-making context. The
methodology used is questionnaire type which includes both qualitative and
quantitative.

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 10.INFORMATION RESOURCE PLANNING TABLE
Source of Primary/Second Information Points Measurement
Information ary Approach
Retailers Primary 1. Price Nominal Scale
2. Purpose to buy Ordinal Scale
3. Preferred brands
People working in Primary 1. Need Comparative
corporate sectors 2. Requirements Scale
3. Purpose Ordinal Scale
4. Desired Nominal Scale
Specifications
5. Brand awareness
6. Brand Image
Students , General Primary 1. Readiness to buy Comparative
public 2. Need Scale
3. Price Ordinal Scale
4. Purpose Nominal Scale
5. Problems faced
6. Maintenance-
free
7. Brand Preference

DATA ANALYSIS

After collecting the required information, we can use various statistical tools
like correlation, regression techniques to find relations between various
characteristics and thus test the hypothesis we made earlier.

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DUMMY TABLE

Gender Total

Male

Female

Never Rarely Use use Always

Age use use sometimes frequently Use
20-30
30-40
40-50
50-60
Total

Not at all Little bit Very

Satisfaction Level
satisfied Neutral satisfied satisfied
Enhance personality
Comfort
Important for business
meetings
Easy availability

Features Total
New design blazers can be wear
on jeans
Funky casual looks
New designs for marriage or
parties
New look to corporate leaders

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ACTIVITY PLAN

 So according to the plan the cost for the research would be around 50000.
 Data collection would take around 1-2 weeks for perfect analysis of
respondents in mysore.
 Analysis would be done on the survey which will be conducted in mysore
area.
 Hence the total time which would be taken is around 20 days and after 20
days the report will be submitted.

QUESTIONNAIRE

Age Occupation
B Community Education
.
20-25 yrs. Male Social work North High school and
below
25-30 years0 Female Family South Graduation
business
30-35 years Working East Post-graduation &
outside above

35-40 years House wife West Refuse to answer

40-45years Students

Refuse to
answer
Q 2. Do you think it is good to wear blazers to all occasions?

Yes

No

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Q 3. Which type of blazers would you prefer?

1. Formal wear

2. Causal wear

Q 4. Which type of blazers would you prefer the most?

Please
specify

Q 5. Are you aware about any suiting Brand?

Yes

No

Q 6. Do you want to wear luxury suiting Brand? (If Q5 is No)

Yes

No

Q 7. Which suiting brand would you prefer? (If Q5 is No)

1 Raymond

2 Reid and Taylor

3 Grasim suiting

4 Black Berry

5 Color plus

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6 Local Brand

Q 8. Which suiting brand do you use? (If Q5 is Yes)

Please
Specify

Q9. Why are you using the current brand? Please indicate the most
appropriate statement from the table.

1 This is the best product available in market

2 I’m fascinated towards this brand

3 It is cheap

4 Only product available in market

Q 10. Additional features recommended.

1 Design

2 Colour

3 Size

4 If others, please specify -

Q 11. How much you are willing to spend?

1 Rs.5000-10000

2 Rs.1000-15000

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3 Rs.15000-22000

Q 12. Preferred mode of purchase?

1 Online

2 Offline

Q 13. Please state your opinion on Existing Suiting brand on the scale
Below. (tick answers of your choice)

Very Some very

much what Neither somewhat much

Attractive Outdated
Useful Useless
Costly Cheap

Q 14. Performance rating of the suiting brand

which you are using.

(0 to 10) (0- lower 10-higher)

1 2 3 4 5 6 7 8
9 10

Analysis of Survey Questionairre

Objective 1: To find out the acceptability of comfort Suiting Brand among
the upper middle class.

TABLE 1:
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Count of Q.1 Column
(a) Age Labels
Grand
Row Labels Female Male (blank)
Total
20-30 years.
30-40 years
40-50 years
Refuse to
answer
Grand Total

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