Consumer Perception and Brand Preference For Premium Branded PDF

CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
CONSUMER PERCEPTION AND BRAND PREFERENCE

FOR PREMIUM BRANDED SHIRTS
A DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT

OF THE REQUIREMENTS FOR THE AWARD OF
MBA DEGREE OF BANGALORE UNIVERSITY.
SUBMITTED BY
VIKRANT JAGANNATH
Reg. No – 04XQCM6118
UNDER THE GUIDANCE OF

PROFESSOR JAI RAJ NAIR
M. P. BIRLA INSTITUTE OF MANAGEMENT

(ASSOCIATE BHARATIYA VIDYA BHAVAN)
BANGALORE – 560001
1
DECLARATION
I hereby declare that the research work embodied in this dissertation entitled
CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED
SHIRTS ” has been carried out by me under the guidance and supervision of Professor Jai
Raj Nair, M.P.B.I.M., Bangalore.
I also declare that this dissertation has not been submitted to

any University or Institution for the award of any Degree or Diploma.
Place: Bangalore
Date: 2nd June 2006 VIKRANT JAGANNATH
(O4XQCM6118)
2
CERTIFICATE
I hereby certify that the research work embodied in the dissertation entitled “CONSUMER
PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS ” has
been undertaken and completed by Vikrant Jagannath under my guidance and supervision.
I also certify that he has fulfilled all the requirements under the covenant
governing the submission of dissertation to the Bangalore University for the
award of MBA degree.
Place: Bangalore (Prof. Jai Raj Nair)

nd
Date : 2 June 2006
3
CERTIFICATE
I hereby certify that this dissertation is an offshoot of the research work undertaken and
completed by VIKRANT JAGANNATH under the guidance of, Professor Jai Raj Nair
M.P.B.I.M. Bangalore.
.
Place: Bangalore (Dr. N. S. Malavalli)
Date : 2nd June 2006 Principal, MPBIM
4
ACKNOWLEDGEMENTS
I am happy to express my gratitude to Dr. N. S. Malavalli, (Principal, M. P. Birla Institute of

Management), for their encouragement, guidance and many valuable ideas imparted to me
for my project.
I extend my sincere thanks to Professor Jai Raj Nair MPBIM, Bangalore for providing me all
the information required and the guidance throughout the project without which this project
would not have been possible.
I would also like to sincerely thank all my lecturers and my friends for their help in
completing my project successfully.
(VIKRANT JAGANNATH)
Reg No. 04XQCM6105
5
EXECUTIVE SUMMARY
Consumer awareness of styling issues and the convenience afforded by the ready to wear
helped the readymade garment industry make small inroads into the domestic market in
1980’s. The total sales of clothing wears this fiscal which would turn out to be about 30%
of the total readymade market. The branded wear market has shown a substantial growth
about 20% every year in recent times and is expected to contribute more than Rs90
billion
The research was conducted on the consumers of premium branded ready made formal
shirts in the city of Bangalore. The research due to the constraints of place, Time and
Financial and other resources was restricted to Bangalore City alone. The research is
aimed at understanding the following aspects related to Consumer Perception and Brand
Preference For Premium Branded Readymade Formal Shirts.
This project deals with the customers personal aspects like occupation sex age group . It
also deals with the customers personality like the newspapers magazines and various
factors that influence him while making a purchase of a formal shirt. It includes
comparison of six brands namely Van – Heuisen, Louis Phillipe, Arrow, Allen Solly,
Zodiac and Park Avenue. The methodology followed is questionnaire method with a total
sample size of 50 respondents, The data is tabulated and graphically represented through
histograms, pie-charts, line graphs etc.
Findings and recommendations are listed at the end of this project.
6
FUTURE SCENARIO OF INDIAN TEXTILE INDUSTRY
The agreement on textiles and clothing would cease to exist from DEC. 31
2004 and textiles would be integrated into the WTO. This will change the
contours of the global textile trade as the key markets would be up for grabs
for those supplying countries that have the competitive advantage. The
textile manufactures worldwide are gearing up to face the post-2004
challenges. The Indian textile and clothing industry, undoubtedly a global
textile powerhouse hither to constrain by the quotas, is expected to emerge
stronger.
It is expected by 2010, the Indian textile and apparel industry can achieve a
potential size of $ 85 billion from the current size of $ 36 billion.
 With a projected increase in per capita consumption from 19
meters to 32 meters, the domestic market potential would be $45
billion.
 On the domestic front, the fast growing economy and even faster
growing middle class with higher disposable income have the
potential to drive per capita consumption level increases and
stimulate an 8% volume growth and an 9% value growth.
 Nearly 60% of the exports would comprise garments.
 Over 35%of India’s exports would be from textiles.
 Over 12 million new jobs would be created- 5 million jobs through
direct employment in textile industry and another 7 million jobs in
allied sectors.
7
India has all the key ingredients required to take advantage of the
emerging opportunity. In segments like cotton textiles, India’s
position is much stronger. The centre has initiated technology mission
on cotton to improve productivity, Quality of cotton and to reduce
cost of cultivation to make cotton cultivation remunerative to farmers.
A well-defined strategy will enable the textile industry to shift focus

to value added products. The greatest value addition in the textile
value chain is generated in the apparel segment. Apparel would
therefore need to be the main thrust segment. The focus on value
addition will also automatically ensure development and growth of
upstream segments of the textile value chain. Processing is the
weakest links in the entire textile value chain though it is a critical
segment that determines the quality of the fabric or apparel.
The government should create an enabling environment conductive to

attracting large investments. It should focus and removing the system
anomalies, develop infrastructure capabilities, develop port
infrastructure to handle large containerized vessels and continue to
pursue reforms in the power sector at a faster pace to enable textile
industry to get quality power at competitive tariffs visa vise
competing countries like China and Pakistan…Etc.
In India, power cost is as high as 15% for spinning mills where as in

neighboring competing countries it is around 7%. Unless government
takes immediate measures to improve on this fronts textiles will suffer
badly in years to come. The expansions are happening in keeping with
the new projects coming up in weaving and processing. The spring
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spinning capacity is likely to go up at least 1.3 to 1.4 millions spindies

by next year.
The cotton-spinning sector is also moving into value added yarns

mercedised yarns, compact yarns, dyed yarns. The production of the
value added yarns will go up to 50% of the total yarn production in
the coming three to four years.
There is no doubt that the textile industry is going to be a sunrise

industry in post MFA (Multi Fibre Agreement) era.
9
THE READY-TO-WEAR REVOLUTION
Traditionally, Indian’s prefer custom made clothing and the concept of

readymade is relatively recent one. the customized tailoring units were
localized to the township or city that they were located in and catered
exclusively to the domestic demand. Consumer awareness of styling issues
and the convenience afforded by the ready to wear helped the readymade
garment industry make small inroads into the domestic market in 1980’s.
A growing share of younger consumerism the spending population, who are
most open to converting to ready to wear, fueled the growth of the
readymade garment industry in subsequent years.
Increasing exposure to various media also provided an impetus in terms of
greater access to fashion trends from outside the country.
At the manufacturing end, improvements in the availability and quality of

fabrics for apparel assisted in catering to the growing demand.
10
THE BRANDED WEAR MARKET
The total sales of clothing wears this fiscal which would turn out to be about
30% of the total readymade market. The branded wear market has shown a
substantial growth about 20% every year in recent times and is expected to
contribute more than Rs90 billion
TRENDS IN THE READY TO WEAR MARKET
The overall men’s wear market is growing at 6% in the premium segment.

Total men’s wear consumption in 2003-2004 is likely to be around 1405
million pieces of which 845 million (61%) will be ready-mades and 551
million (39%) will be tailor-made.
11
INTRODUCTION TO MARKETING CONCEPT
Marketing is a comprehensive term and it includes all resources and a set of

activities necessary to direct and facilitate the flow of goods and services
from the producer to the consumer in the process of distribution. Therefore
marketing as a functional area of management is becoming increasingly
important as compared to other fields. In management, all decisions in
modern business organization revolve around the marketing information.
In modern business organization finance, personnel, production and R&D
might be the door to success but marketing is the key with turns the lock.
Consider any business decision, we find the critical input needed for this
purpose in the marketing information. This information can be collected and
utilized using marketing research techniques.
MEANING AND DEFINITION OF MARKETING

RESEARCH
The term marketing research is a systematic gathering, recording and

analyzing of data about problems connected with the market place i.e.,
problems relating to the product, price, promotion and physical distribution
of the marketing mix.
Philip Kotler the marketing guru defines marketing research as “Marketing
research is a systematic design, collection, analysis and reporting of data and
findings relevant to a specific marketing situations facing the company”.
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OBJECTIVES OF MARKETING RESEARCH
 Marketing research is used in the formulation of all marketing

plans, policies, programs and procedures.
 It is employed for evaluation of these plans, policies...Etc when
they are brought into practice.
 It is used in reducing and minimizing all marketing costs,
particularly selling, advertising, promotion and distribution costs.
 Programs of marketing research incidentally provide insurance
cover for the survival and growth of the business in a dynamic
economy.
 Marketing management through research can bring about the sale
of the right product, through right channels to the right customers
at the right places, at the right prices by evolving right plans,
polices, and programs with the help of the right personnel.
 The main objective of marketing research is to enable the
manufacturers to make goods acceptable and saleable and to see
that they reach the market more easily, quickly, cheaply and
profitable with out sacrificing the consumer interest.
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MARKETING RESEARCH PROCESS
EFFECTIVE MARKETING RESEARCH INVOLVES FIVE STEPS:
Defining the problem and research objectives.

Developing the research plan.
Collecting the information.
Analyzing the information.
Presenting the findings.
MANAGEMENT’S USE OF MARKET RESEARCH
Inspite of the rapid growth of marketing research, many companies still fail
to use it efficiently.
Several factors that stand in the way of its greater utilization are:
 A narrow conception of marketing research.

 Uneven caliber of market research.
 Late and occasional erroneous findings by marketing research.
 Intellectual differences.
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A BRIEF INTRODUCTION
Madura Garments established in 1988 as a part of Coats Viyella's (U.K)
garment division.
In December 1999, Indian Rayon and Industries Ltd. an Aditya Birla group
company acquired Madura Garments.
Madura Garments is one of the fastest growing branded apparel companies

with a turnover of Rs. 395 crore at a blistering growth rate of over 30% per
annum.
Madura Garments is the undisputed leader in high quality readymade

Menswear industry in South Asia.
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The chronological developments listed below weave its success story

1989: Louis Philippe launched - The first national up market men's shirt.
1990: Launch Of Van Heusen - It was positioned as international corporate

wear.
1993: Allen Solly Launched - Introduced the Friday Dressing concept.
1996: Launch Of Peter England - Became the largest selling shirt brand in
South Asia.
1998: San Frisco Launched -Launched as the Great Trousers that last.
2000: Trouser Town - The Retail Concept store was launched as the
"Readymade Trouser Expert." 2000: Elements, casuals from the House of
Peter England was launched.
2001: Planet Fashions launched -Mega store for Menswear - housing all
Madura brands.
MISSION
To continuously enhance leadership position in the branded ready-made

apparel market by marketing brands that continuously provides the Best
Value to consumers in terms of fashion, design, quality, availability &
image.
To continue to be South Asia's leading clothing company by sustaining

world-class standards of quality, customer service and design.
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VALUES
Competitive Ability
Quality Service & Value
Taking Advantage of Change
Committed People
Clear Objectives
Simple Organization
Openness
Responsibility/Empowerment
Premium brands under MADURA GARMENTS
Louis Philippe
Van Heusen
Allen Solly
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Madura Garments was the first to launch an International menswear brand

label in South Asia when it launched Louis Philippe in 1989.
Louis Philippe has the distinction of being the first to introduce in India, a
super premium segment in the readymade shirt industry.
Louis Philippe's range of superbly crafted garments makes an exclusive
fashion statement that is accepted as the Ultimate Status Symbol, recognized
by the unique identifier, "The Upper Crest".
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Van Heusen was introduced in 1990, a brand targeted at Corporate

Executives. Very soon, it became the preferred corporate wear, redefining
corporate attire through constant product innovations and collections.
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The Allen Solly brand has been in existence since 1744 and is
currently a trademark of William Hollins & Co. Ltd., England.
Through association with Friday Dressing in India, this International
brand is today the symbol of a genre that has rescued business
dressing from a dip in corporate starch. For the soul that questions
corporate formality, the brand provides a well-dressed way out.
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A BRIEF HISTORY
Incorporated in 1925, the Raymond Group is a Rs1400 crore plus

conglomerate having businesses in Textiles, Readymade Garments,
Engineering Files & Tools, Prophylactics and Toiletries.
The group is the leader in textiles, apparel, & files & tools in India and
enjoys a pronounced position in the international market. Raymond believes
in Excellence, Quality and Leadership.
Raymond Apparel Ltd. has three highly regarded menswear brands in its
folio: Park Avenue, Parx & Manzoni.
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The most respected brand in the formal menswear category in India. A

trendsetter ever since its launch, Park Avenue's innovations in design,
styling, colours and fashion has always been the benchmark for other brands.
Park Avenue is the only brand that provides complete wardrobe solutions for
men. With its unique collection of suits, jackets and trousers, Park Avenue
has successfully addressed the needs of the corporate czar. The Park Avenue
product portfolio includes:
 Shirts
 Trousers
 Suits
 Jackets
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Park Avenue shirts cover the widest spectrum of colours, fabrics and
designs made in 100% cotton as well as cotton blends.
Park Avenue shirts comes in a range of solid shades in plain and twill
weaves as well as checks and stripes in white- and colour-based designs.
Classically designed shirts with regular collar, button down collar and
cutaway collar options complete this very exquisite range.
Sub-brand Park Avenue Platinum occupies the top position in upper-crust

clothing. These are 100% cotton shirts in contemporary designs available in
the latest and trendiest international pattern and styles.
New collections under Park Avenue
The Classic Dress Shirt

Fine Tech Shirts
Evening Wear shirts
Leisurewear shirts
100% wrinkle free shirts
23
A BRIEF HISTORY
The company started business with export of readymade garments to Europe

in the early '60s, which included mainly ties and shirts. For many decades,
Zodiac has been synonymous with ties. The business of ties is a high fashion
business and Zodiac has taken this to new highs in India and across the
globe. In fact, one can say that in India Zodiac is generically associated with
ties. Following Zodiac's huge success with ties, the company entered the
arena of men's accessories with Cuff links, Belts, Wallets and
Handkerchiefs. In 1973, Zodiac had a stand-alone exclusive shirt shop in
Hotel Taj in Mumbai. The company then entered the domestic shirt segment
in late '80s. Shirts and ties being the main areas of focus. In addition to the
above products, Zodiac has today added quality trousers in its arsenal and
with their new brand ZOD! Have opened up a whole new segment in the
country- "Club wear".
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ZODIAC SHIRTS
Zodiac is one of the largest shirt companies in the world and sells quality
shirts to the best stores across the globe. Zodiac has been a quality
manufacturer of fashion garments for the last 47 years and is considered to
be one of the finest quality shirt makers. All shirts are made from the finest
fabrics sourced worldwide to give quality, value for money products. Zodiac
shirts offer quality at affordable prices ranging from Rs545 to Rs2,200.
Zodiac has also being awarded the Most Admired Neckwear Brand
Award of the year at the prestigious 'Images Fashion Awards 2000'.
Zodiac, is today, the largest selling shirts & tie brand at Shopper's Stop
according to Brand Equity (The Economic Times)
25
A BRIEF HISTORY
The Arvind Mills Limited is the flagship company of Rs.20 billion (US$ 550
million) of the Lalbhai Group.
The Lalbhai Group, founded by three Lalbhai brothers-Kasturbhai,

Narottambhai and Chimanbhai in 1908, has grown to become one of India's
most diversified business houses, with a significant presence in the textiles,
ready-to-wear, agrochemicals and telecom industries in India.
Each company in the group, in its own way, pursues a single mission- to be
the benchmark in its' industry. To achieve this, they have tied-up with a
variety of companies...all world leaders in their respective fields.
Renovision and Technology have brought them to where they are today-one
of the top ten manufacturers of Denim in the world, on their way to
becoming global textile conglomerate.
BRAND UNDER ARVIND MILLS
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A BRIEF INTRODUCTION
With a heritage spanning over 150 years, Arrow - the premium men’s wear
brand has come to be recognised as the leader in men’s fashion.
Having conquered the American market, The Arrow Company, a division of
Cluett Peabody & Co. Inc., USA entered India in 1993. Since then, the brand
has gained immense popularity in India and is the most sought after
premium shirt for the savvy, fashion conscious Indian men.
Arrow, brought to India by Arvind Brands, has been the voice of authority in
formal dressing that understands the wardrobe requirements of its discerning
male customers.
Arrows offerings are aimed at working executives who believe in power

dressing. The target customer for Arrow customers is an achiever in his
respective field and wants only the best, be it a pen or the vehicle he drives.
The brand has constantly worked on its product range and brought out
collections that become synonymous with elegance and class. The Arrow
wardrobe is available in four ranges: Americas Classic, Americas Premium,
Americas Sport and Urban from Arrow.
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ARROW WARDROBE
Premium- This range has garments that are made with 100% 2-ply cotton
and undergoes ETI treatment for a wrinkle-free effect. 2-ply yarn is more
durable, stronger and lasts longer. This means the shirt lasts longer and looks
better. This label includes international designs, a muted colour palette, two-
tone fabrics and stylish collars.
Classic- Arrow believes that cotton is the best fabric against ones skin as it
is soft, breathable and 100% natural. As a result, Arrow has taken a policy
decision that even the Classic range will offer the consumer only 100%
cotton.
Sportswear- This range is made of 100% cotton in sporty finishes, indigo

knits, soft washes, fine fabrics and a sophisticated palette. Americas Sport
range offers a series of khakis, indigos and peached fabrics. The range is
supported by peached tussore trousers with fashionable styling. The range
includes shirts, trousers, knits and jackets.
Urban- Arrow’s urban collection is created for the man with an innate sense
of style and fashion. The collection is meant to be worn at social gatherings.
It uses a cotton lycra blend and the shirts are tapered with a narrow fit and an
international collar.
Arrow offers wardrobe solutions and not just shirts. Through its various
collections it caters to the different moments in a mans life office wear,
After-office wear, weekends and social events.
28
DESIGN OF THE STUDY
The second chapter is focused on details about how the research

was conducted with information on the following aspects.
 Scope of the research

 Statement of the problem
 Objectives of the research
 Design of the research
SCOPE OF THE RESEARCH
The research was conducted on the consumers of premium branded ready

made formal shirts in the city of Bangalore. The research due to the
constraints of place, Time and Financial and other resources was restricted
to Bangalore City alone. The research is aimed at understanding the
following aspects related to Consumer Perception and Brand Preference For
Premium Branded Readymade Formal Shirts.
 Impression of Branding
 Brand awareness
 Brand Loyalty
 Influencing Factors In Purchase decisions
 Advertisement effectiveness
29
STATEMENT OF THE PROBLEM
The corporate community of today’s world has come to realize the power of
branding and tapping changing consumer perception as a tool for substantial
Competitive advantage over other similar companies operating in the
industry and the most comprehensive concept of branding is building the
companies as Brands. But in the case of ready-to-wear garments industry,
Branding always has and will plan an key role and thus the research tries to
confirm to the statement. This is the reason why the research is trying to
answer the question,
 Whether branding plays a vital role in purchase of premium
branded readymade formal shirts?
 Whether companies are providing the product with changing
consumer perception and needs?
30
OBJECTIVES OF THE RESEARCH
 To study the consumer perceptions towards premium branded

readymade formal shirts.
 Brand awareness.
 Impact of brand image.
 The factors influencing the purchase behaviour.
 The satisfaction levels of consumer of premium branded
readymade shirts.
 To measure the impression of advertisement.
 To know expectations of consumers from premium brands.
31
DESIGN OF THE RESEARCH
The research was designed to achieve the above mentioned objectives and
the following tools were used to collect the required data.
 Sampling method
 sampling frame
 Sample Size
 Data collection Methods
SAMPLING METHOD
A sample is considered during a research when the size of the population is

very large and a set is chosen to represent the whole population, this set is
called a sample is a representative of the population under study.
Similarly, a sample was chosen for the research and was chosen by a simple
random sampling.
SAMPLING FRAME
The sample frame represents the groups of respondents that were contacted
during the survey it also represents the profession of the respondents that
were connected for data.
SAMPLE SIZE
The total sample size for the data collection for the research was 50
respondents.
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Data Collection Methods:
The sources of data collection are:
1. Primary Data:
Primary Data is the first hand information collected during the

research. These are the original observations collected from the
targeted segment of different methods.
The Primary Data is collected through structured questionnaires and

Direct Interview.
2. Secondary Data:
The Secondary Data is collected through the materials given by the

organization, books, journals, Business magazines and Internet.
Tools for Data Collection:

Structured Questionnaires were the tools for data collection. The
Questionnaire was neatly designed and constructed for the purpose inline
with the objective of the study.
33
Table No.1
Table indicating the number of respondents with respect to their age group.
Age Group (years) No. of Respondents Percentage (%)

18-25 30 60
25-35 13 26
35-45 03 06
> 45 04 08
Total 50 100
Graph No.1
Graph indicating the number of respondents with respect to their age group.
No. of Respondents
3 4
18-25 Years
25-35 Years
13 35-45 Years
30
>45 Years
Inference:
It can be inferred from the table and graph that 30 (60%) respondents are in the age
group of 18-25 years, 13 (26%) respondents are in the age group of 25-35 years, 3 (6%)
respondents are in the age group of 35-45 years, 4 (8%) respondents are in the age group
of above 45 years.
34
Table No.2
Table indicating the gender of the respondents.
Gender No. of Respondents Percentage (%)

Male 45 90
Female 05 10
Total 50 100
Graph No. 2
Graph indicating the Gender of the respondents.
No of respondents
Male
Female
45
Inference:
It can be inferred from the table and graph that 45 (90%) of respondents are Male and
5 (10%) respondents are Female.
35
Table No.3
Table indicating the number of respondents with respect to their educational
qualification.
Educational Qualification No. of Respondents Percentage (%)

S SL C 00 00
PUC 00 00
Under Graduate 17 34
Graduate 25 50
Post Graduate 08 16
Total 50 100
Graph No.3
Graph indicating the number of respondents with respect to their
educational qualification.
No of respondents
Post Graduate 8
SSLC
25
PUC
Under Graduate 17
UG
0
Graduate
SSLC 0
Post Graduate
0 10 20 30 40 50
Inference:
It can be inferred from the table and graph the educational qualification of the
respondents. 17 (34%) respondents are Under-Graduates, 25 (50%) respondents are
Graduates, 8 (16%) respondents are Post Graduates.
36
Table No.4
Table indicating the number of respondents with respect to their Occupation.
Occupation No. of Respondents Percentage (%)

Self Employed 10 20
Salaried 17 34
Student 13 26
Others 10 20
Total 50 100
Graph No.4
Graph indicating the number of respondents with respect to their
occupation.
No of respondents
10 10
Self Em ployed
Salaried
Student
13 Others
17
Inference:
It can be inferred from the table and graph with reference to their occupation. 10 (20%)
respondents are Self-Employed, 17 (34%) respondents are salaried, 13 (26%)
respondents are Students and 10 (20%) respondents are in other occupation.
37
Table No.5
Table indicating the number of respondents with respect to their Annual
income.
Annual income (Rs) No. of Respondents Percentage (%)

< Rs50,000 11 22
Rs50,000-1,00,000 14 28
Rs1,00,000-3,00,000 09 18
>Rs3,00,000 16 32
Total 50 100
Graph No.5
Graph indicating the number of respondents with respect to their Annual
income.
No. of Respondents
22%
32% <Rs 50,000
Rs 50,000-1,00,000
Rs 1,00,000-3,00,000
>Rs 3,00,000
28%
18%
Inference:
It can be inferred from the table and graph with reference to their Annual Income, 11
(22%) respondents Income is Below Rs50,000 14 (28%) respondents income is between
Rs50,000-1,00,000, 9 (18%) respondents income is Rs1,00,000-2,00,000, 16 (32%)
respondents income is above Rs3,00,000.
38
Table No.6
Table indicating the different News Paper read by the respondents.
News Paper No. of Respondents Percentage (%)

Times Of India 39 78
Deccan Herald 21 42
Vijay Times 19 38
Economic Times 13 26
Others 16 32
Graph No. 6
Graph indicating the different News Paper read by the respondents.
No. of respondents
50
45
40 39 Times Of India
35
Deccan Herald
30
25 Vijay Times
20 21 19
15 16 Economic Times
13
10 Others
5
0
Inference:
It can be inferred from the table and graph that, 39 (78%) respondents read Times Of
India, 21 (42%) respondents read Deccan Herald, 19 (38%) read Vijay Times, 13 (26%)
read Economic Times and 16 (32%) respondents read other News papers like Indian
Express, Business Times…etc.
39
Table No.7
Table indicating the different Magazines read by the respondents.
Magazines No. of Respondents Percentage (%)

Business Today 28 56
Business World 22 44
India Today 39 78
Sports Star 13 26
Others 16 32
Graph No. 7
Graph indicating the different Magazines read by the respondents.
No. of respondents
50
45
40 39 Business today
35
30 28 Business World
25 India Today
22
20
15 16 Sports Star
13
10 Others
5
0
Inference:
It can be inferred from the table and graph that, 28 (56%) respondents read Business
Today, 22 (44%) read Business World, 39 (78%) read India Today, 13 (26%)
respondents read Sports Star and 16 (32%) read other Magazines such as Inside
Cricket…etc.
40
Table No.8
Table indicating the number of respondents with reference to the awareness
of Premium Branded Formal Shirts.
Premium Brands No. of Respondents Percentage (%)
Van Heusen 24 48
Louis Philippe 36 72
Park Avenue 26 52
Allen Solly 31 62
Zodiac 20 40
Arrow 23 46
Others 12 24
Graph No. 8
Graph indicating the number of respondents with reference to the awareness
of Premium Branded Formal Shirts.
No. of respondents
50 Van Heusen
45
40 Louis Phillipe
35 36
31 Park Avenue
30
25 24 26 Allen Solly
23
20 20
15 Zodiac
12
10 Arrow
5
0 Others
Inference:
It can be inferred from the table and graph that, 24 (48%) respondents are aware of
Van Heusen, 36(72%) respondents are aware of Louis Philippe, 26 (52%) are aware of
Park Avenue, 31 (62%) respondents are aware of Allen Solly, 20 (40%) respondents are
aware of Zodiac, 23 (46%) respondents are aware of Arrow and 12 (24%) respondents
are aware of other brands like John Players, Dockers, Indigo Nation…etc.
41
Table No.9
Table indicating the number of respondents with reference to the awareness
of Premium Branded Formal Shirts through different media .
Media No. of Respondents Percentage (%)

TV 36 72
News Paper 32 64
Magazines 22 44
Hoardings 14 28
Friends/Relatives 23 46
Retail Outlet 12 24
Graph No. 9
Graph indicating the number of respondents with reference to the awareness
of Premium Branded Formal Shirts through different media.
No. of respondents
50
45 TV
40
35 36 32
News Paper
30 Magazines
25 22 23
20 Hoardings
15 14 Friends/Relatives
10 12
5 Retail Outlet
0
Inference:
It can be inferred from the table and graph that, 36 (72%) respondents came to know
the brands through TV, 32 (64%) respondents through News Papers, 22 (44%)
respondents through Magazines, 14 (28%) respondents through Hoarding, 23 (46%)
respondents through word of mouth [Friends/Relatives] and 12 (24%) respondents
through retail Outlets.
42
Table No.10
Table indicating the number of respondents with reference to the media
impressed them to purchase Premium Branded Formal Shirt.
Media No. of Respondents Percentage (%)

TV 12 24
News Paper 08 16
Magazines 11 22
Hoardings 07 14
Others 12 24
Total 50 100
Graph No. 10
Graph indicating the number of respondents with reference to the media
impressed them to purchase Premium Branded Formal Shirt.
No. of respondents
24 24 TV
News Paper
Magazines
14 16 Hoardings
Others
22
Inference:
It can be inferred from the table and graph that, 12 (24%) respondents are impressed
through TV ads. 8 (16%) respondents through News Papers, 11 (22%) respondents
through Magazines, 7 (14%) respondents through Hoardings and 12 (24%) respondents
are impressed by others like word of mouth…. Etc.
43
Table No.11
Table indicating the number of respondents with reference to the
advertisement recalled by them of various brands.

Van Heusen 12 48
Park Avenue 22 52
Allen Solly 16 62
Zodiac 14 40
Arrow 26 46
Others 08 24
Graph No. 11
Graph indicating the number of respondents with reference to the
advertisement recalled by them of various brands.
No. of respondents
50 Van Heusen
45
40 Louis Phillipe
35
Park Avenue
30 28
25 26 Allen Solly
22
20
15 16 Zodiac
14
10 12 8 Arrow
5
0 Others
Inference:
It can be inferred from the table and graph that, 12 (24%) respondents recall the ads. of
Van Heusen, 28 (56%) respondents of Louis Philippe, 22 (44%) respondents of Park
Avenue, 16 (32%) respondents of Allen Solly, 14 (28%) respondents of Zodiac, 26 (52%)
respondents of Arrow and 8 (16%) respondents recall the Ads. Of other brands like John
Players, Indigo Nation …etc.
44
Table No.12
Table indicating the number of respondents with reference to the appeal of
advertisement of various brands.
Appeal No. of Respondents Percentage (%)
Brand Name 21 42
Style 06 12
Durability 08 16
Comfort 12 24
Others 03 06
Total 50 100
Graph No. 12
Graph indicating the number of respondents with reference to the appeal of
advertisement of various brands.
No. of respondents
3
Brand Name
12 Style
21
Durability
Comfortness
8 Others
6
Inference:
It can be inferred from the table and graph that, 21 (42%) respondents feel the ads. are
appealing to Brand Name, 6 (12%) of respondents as Style, 8 (16%) of respondents as
Durability, 12 (24%) of respondents as Comfort, 3 (6%) of respondents as others.
45
Table No.13
Table indicating the number of respondents with reference to the extent of
ads. played role in purchase of Premium Branded Formal Shirts.
Extent No. of Respondents Percentage (%)

High 22 44
Medium 24 48
Low 04 08
Total 50 100
Graph No. 13
Graph indicating the number of respondents with reference to the extent of

ads. played role in purchase of Premium Branded Formal Shirts.
No. of respondents
High
44
Medium
48 Low
Inference:
It can be inferred from the table and graph that advertisement had played a high role in
purchase for 22 (44%) respondents, Medium role for 24 (48%) respondents and less role
for 4 (8%) respondents.
46
Table No.14
Table indicating the number of respondents with reference to the Brands
they purchased.
Van Heusen 12 24
Park Avenue 06 12
Allen Solly 13 26
Zodiac 08 16
Arrow 16 32
Others 14 28
Graph No. 14
Graph indicating the number of respondents with reference to the Brands

they purchased.
No. of respondents
50 Van Heusen
45
40 Louis Phillipe
35
Park Avenue
30
25 Allen Solly
20
15 16 Zodiac
14 13 14
10 12 8 Arrow
5 6
0 Others
Inference:
It can be inferred from the table and graph that 12 (24%) respondents purchased Van
Heusen.14 (28%) purchased Louis Philippe. 6 (12%) respondents had purchased Park
Avenue. 13 (26%) respondents purchased Allen Solly.8 (16%) respondents purchased
Zodiac. 16 (32%) respondents purchased Arrow. 14 (28%) respondents purchased other
brands.
47
Table No.15
Table indicating the number of respondents with reference to the factors
influenced them while purchasing of Premium Branded Shirts.
Factors No. of Respondents Percentage (%)
Brand Name 34 68
Price 22 44
Quality 42 84
Style 18 36
Colour 16 32
Others 08 16
Graph No. 15
Graph indicating the number of respondents with reference to the factors

influenced them while purchasing of Premium Branded Shirts.
No. of respondents
50
45 Brand Name
40 42
35 34 Price
30 Quality
25 22
20 18 Style
15 16
Colour
10 8
5 Others
0
Inference:
It can be inferred from the table and graph that factors influenced respondents while
purchasing. 34 (68%) respondents influenced by Brand Name. 22 (44%) respondents
influenced by Price. 42 (84%) respondents influenced by Quality. 18 (36%) respondents
are influenced by Style. 6 (12%) respondents are influenced by Colours and 8 (16%)
respondents are influenced by other factors.
48
Table No.16
Table indicating the number of respondents with reference to what made
them to think the particular shirt belongs to Premium class.
Factors No. of Respondents Percentage (%)

Brand 19 38
Quality 16 32
Durability 07 14
Price 08 16
Total 50 100
Graph No. 16
Graph indicating the number of respondents with reference to what made
them to think the particular shirt belongs to Premium class.
No. of respondents
16
38 Brand
14
Quality
Durability
32 Price
Inference:
It can be inferred from the table and graph with reference to respondent’s opinion. 19
(38%) respondents feel that particular shirt belong to premium class due to Brand
Name. 16 (32%) respondents due to Quality. 7(14%) respondents due to Durability. 8
(16%) respondents feel the particular shirt is premium due to Price.
49
Table No.17
Table indicating the number of respondents with reference to where they
made the purchase of Premium Branded Formal Shirts.
Purchased Place No. of Respondents Percentage (%)

Company’s Outlet 22 44
Reputed Retail Shop 24 48
Others 04 08
Total 50 100
Graph No. 17
Graph indicating the number of respondents with reference to where they
made the purchase of Premium Branded Formal Shirts.
No. of respondents
4
22 Company's Outlet
Reputed Retail Shop
24 Others
Inference:
It can be inferred from the table and graph that, 22 (44%) respondents purchased
through Company’s Outlet. 24 (48%) respondents purchased through Reputed retail
shop and 4 (8%) respondents purchased through others.
50
Table No.18
Table indicating the number of respondents with reference to use of Premium
Branded Formal Shirts.
Use No. of Respondents Percentage (%)

Daily to Office 18 36
Occasionally for parties 22 44
Others 10 20
Total 50 100
Graph No. 18
Graph indicating the number of respondents with reference to use of
Premium Branded Formal Shirts.
No. of respondents
10
18
Daily for Office

Occasionaly for Parties
Other Occasions
22
Inference:
It can be inferred from the table and graph that, 18 (36%) respondents use Premium
Branded Shirts daily for office use, 22 (44%) respondents use Occasionally for Parties
and 10 (20%) respondents use premium branded shirts in other occasions.
51
Table No.19
Table indicating the number of respondents with reference to repurchase
timing of Premium Branded Formal Shirts.
Repurchase Timing No. of Respondents Percentage (%)

Monthly Once 00 00
2-3 Months 08 16
3-6 Months 16 32
6-8 Months 20 40
8-12 Months 06 12
> One Year 00 00
Total 50 100
Graph No. 19
Graph indicating the number of respondents with reference to repurchase
timing of Premium Branded Formal Shirts.
No. of respondents
0
8-12 Months 6 Monthly Once
20
2-3 Months
3-6 Months 16
3-6 Months
8
Monthly Once 0 6-8 Months
8-12 Months
0 10 20 30 40 50
> One Year
No of respondents
Inference:
It can be inferred from the table and graph with reference to repurchase timing. 8 (16%)
respondents purchase in the period of 2-3 months.16 (32%) respondents purchase in the
period of 3-6 months. 20 (40%) respondents purchase in the period of 6-8 months and 6
(12%) respondents purchase in the period of 8 months to one year.
52
Table No.20
Table indicating the number of respondents with reference to type of shirts
sought by them.
Shirt Type No. of Respondents Percentage (%)

Plain 43 86
Checks 29 58
Lines/Stripes 08 16
Others 00 00
Graph No. 20
Graph indicating the number of respondents with reference to type of shirts
sought by them.
No. of respondents
Stripes 8
Plain
Checks 29 Checks
Stripes
Plain 43
0 10 20 30 40 50
Inference:
It can be inferred from the table and graph that 43 (86%) respondents prefer plain
shirts. 29 (58%) respondents prefer checks. 8 (16%) respondents prefer Stripes.
53
Table No.21
Table indicating the number of respondents with reference to satisfaction
with their present Premium Branded Formal Shirts.
Satisfaction No. of Respondents Percentage (%)

Yes 43 86
No 07 14
Total 50 100
Graph No. 21
Graph indicating the number of respondents with reference to satisfaction
with their present Premium Branded Formal Shirts
No. of respondents
7 Yes
43 No
Inference:
It can be inferred from the table and graph that 43 (86%) respondents are satisfied with
their present shirts and 7 (14%) respondents are not satisfied with their present
premium branded formal shirts.
54
Table No. 22
Table indicating the number of respondents with reference rate of
satisfaction with their present Premium Branded Formal Shirts.
Factors High Medium Low Total %
Price 16 22 12 50 100
Quality/Durability 33 14 03 50 100
Styling 23 18 09 50 100
Colors available 17 33 00 50 100
Graph No. 22
Table indicating the number of respondents with reference rate of

satisfaction with their present Premium Branded Formal Shirts.
No. of respondents
50
45
40
35 33 33 Price
30
25 23 22 Quality/Durability
20 17 18 Style
15 16 14 12
10 9 Colours
5 3
0 0
High Low
Inference:
It can be inferred from the table and graph that 16 (32%) respondents are highly
satisfied with price, 33 (66%) respondents are highly satisfied with quality/durability,
23 (46%) respondents are highly satisfied with styling and 17 (34%) respondents are
highly satisfied with colours available.
55
FINDINGS FROM THE RESEARCH
1. Maximum numbers of respondents are in the age group of 18-25

years and 25-35 years.
2. Majority of the respondents are male.
3. Majority of respondents are Graduates.
4. Most of the respondents are Salaried Professionals, Students, and
Self Employed.
5. Majority of the respondents’ annual income is above Rs3, 00,000.
6. Most of the respondents read News Papers like Economic Times,
Times of India, and Deccan Herald.
7. Majority of the respondents read Magazines like India Today,
Business World and Business Today.
8. The brands came to know through TV, News Papers and
Magazines for maximum respondents.
9. The advertisement in TV, Magazines, News Paper and Word of
Mouth impressed respondents in purchase of premium brands.
10.Majority of the respondents consider advertisement appeals to
Brand name and comfort.
11.Advertisement plays an important role in purchase of Premium
branded shirts.
12.Majority of the respondents had purchased premium brands like
Van Heusen, Louis Philippe, Arrow, Allen Solly and Park Avenue.
13.Brand name, Quality, Price and Design are the most important
factors influenced respondents while purchasing.
56
14.Brand name, Quality and the Price are the main factors made
respondents to feel the particular shirts belong to premium class.
15.Majority of the respondents purchased the premium branded shirts
at Reputed Retail Malls like Shoppers Stop…etc and Company’s
Outlets like Megamart…etc.
16.Majority of the respondents wear the Premium Branded Shirts
occasionally for parties and in other occasions.
17.Majority of the respondents repurchase the Premium shirts once in
6-8 months.
18.Majority of the respondents prefers plain and Checks shirt.
19.Majority of the respondents prefer 100% fine cotton fabric.
20.Most of the respondents also prefer dual colour shirts.
21.Majority of the respondents are satisfied with their present
Premium Branded Readymade Formal shirts.
22.Majority of the respondents are satisfied with the pricing, Quality
Style and colours of the Premium Branded Readymade Formal
Shirts.
57
Recommendations;
The customer tends to give more importance to colour, brand

name and styling of a formal shirt. So a company should focus
on these aspects. The various companies should mainly focus on
cotton shirts because most customers mainly prefer that.
Advertising plays a very important role in the purchase of a shirt

as most Customers purchased reputed brands.As most customers
were bellow the age group of thirty so the company strategies
should focus on that age group.
The company should focuss on giving better quality product as

most customers were very brand loyal and were generally
satisfied with the product. Pricing did play an important role for
people whose income was less than one lakh per annum
58
CONCLUSION
This project has helped me understand the importance and

significance of consumer perception and brand preference for
premium branded shirts.as given me exposure to the practical side
of retailing and at the same time enhanced my knowledge by
applying theory learnt in class to practice.
The project helped me to understand the various parameters which

customer looks at while making a purchase of a shirt.. The various
influencing factors while purchasing , the different brands which
people purchased
59
BIBLIOGRAPHY
BOOKS:
Retail Management By Ron Hasty & James Reardon
Marketing Management – Philip Kotler
Research Methodology – Cooper and Schindler
JOURNALS AND MAGAZINES :
4 Ps
Business World
Business Today
WEBSITES:
www.google.com
www.pantaloon.com
www.globusindia.com
www.lifestyle.com
www.shopperstop.com
60
ANNEXURES
CONSUMER PERCEPTION AND

BRAND PREFERENCE FOR
PREMIUM BRANDED SHIRTS.
QUESTIONNAIRE
I am a student of M P Birla Institute of Management, pursuing

MBA Program. As a part of the MBA curriculum, I have taken
up a research project on CONSUMER PERCEPTION AND
BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.
In this connection, I need some information. Below is the
questionnaire. Kindly give your responses to the questions in the
questionnaire. I sincerely assure your responses will be kept
strictly confidential and shall only be used for academic purpose.
I shall greatly appreciate your cooperation in completing my
research project.
Mr. Vikrant Jagannath
61
1 The age group 18-25 25-35 35-45 45+
2 Sex male female
3 Educational Qualification < PUC under Grad Graduate PG
4 Occupation Self employed Salaried Student Others
5 Annual Income < 50,000 50k-1Lac 1Lac-3Lac 3Lac+
6 News Papers Read TOI Deccan ET Others
7 Magazines Read Bus today Bus World India today Others
8 Modes of Publicity through TV News papers Hordings Friends& Retail outle

different media in Formal shirts & magazines Relatives
9 Brand awareness of Premium Van-Heusein Louis-Phillipe Park avenue Allen-Solly Zodiac

Shirts
10 The impact of Advertisements Van-Heusein Louis-Phillipe Park avenue Allen-Solly Zodiac

W. r. t.various brands
11 Role of Advertisements High Medium Low
12 The brands which respondants Van-Heusein Louis-Phillipe Park avenue Allen-Solly Zodiac
Purchased
13 Influencing Factors while Brand name Price quality Style Colour

purchasing
14 What catogorises a shirt in a Brand name Price quality Style Durability

premium class
15 Place of Purchase Company Reputed Others

outlet Retail store
16 Frequency of use Daily use Occasionally Parties
17 Frequency of Purcgase Monthly 2m - 3m 3m - 8m 8m - 12m >1year
18 Style & Pattern of Shirts Plain Checks Stripes Others
19 Satisfaction with current brand Yes No

62
20 Rate of Satisfaction with current brand
High Medium Low
Price
QTY
Style
Colour
63
64
65
66

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CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.

CONSUMER PERCEPTION AND BRAND PREFERENCE

A DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT

UNDER THE GUIDANCE OF

M. P. BIRLA INSTITUTE OF MANAGEMENT

I also declare that this dissertation has not been submitted to

Place: Bangalore (Prof. Jai Raj Nair)

I am happy to express my gratitude to Dr. N. S. Malavalli, (Principal, M. P. Birla Institute of

Findings and recommendations are listed at the end of this project.

FUTURE SCENARIO OF INDIAN TEXTILE INDUSTRY

A well-defined strategy will enable the textile industry to shift focus

The government should create an enabling environment conductive to

In India, power cost is as high as 15% for spinning mills where as in

spinning capacity is likely to go up at least 1.3 to 1.4 millions spindies

The cotton-spinning sector is also moving into value added yarns

There is no doubt that the textile industry is going to be a sunrise

THE READY-TO-WEAR REVOLUTION

Traditionally, Indian’s prefer custom made clothing and the concept of

At the manufacturing end, improvements in the availability and quality of

THE BRANDED WEAR MARKET

TRENDS IN THE READY TO WEAR MARKET

The overall men’s wear market is growing at 6% in the premium segment.

INTRODUCTION TO MARKETING CONCEPT

Marketing is a comprehensive term and it includes all resources and a set of

MEANING AND DEFINITION OF MARKETING

The term marketing research is a systematic gathering, recording and

OBJECTIVES OF MARKETING RESEARCH

 Marketing research is used in the formulation of all marketing

MARKETING RESEARCH PROCESS

EFFECTIVE MARKETING RESEARCH INVOLVES FIVE STEPS:

Defining the problem and research objectives.

MANAGEMENT’S USE OF MARKET RESEARCH

 A narrow conception of marketing research.

Madura Garments is one of the fastest growing branded apparel companies

Madura Garments is the undisputed leader in high quality readymade

The chronological developments listed below weave its success story

1990: Launch Of Van Heusen - It was positioned as international corporate

1993: Allen Solly Launched - Introduced the Friday Dressing concept.

To continuously enhance leadership position in the branded ready-made

To continue to be South Asia's leading clothing company by sustaining

Premium brands under MADURA GARMENTS

Madura Garments was the first to launch an International menswear brand

Van Heusen was introduced in 1990, a brand targeted at Corporate

Incorporated in 1925, the Raymond Group is a Rs1400 crore plus

The most respected brand in the formal menswear category in India. A

Sub-brand Park Avenue Platinum occupies the top position in upper-crust

New collections under Park Avenue

The Classic Dress Shirt

The company started business with export of readymade garments to Europe

The Lalbhai Group, founded by three Lalbhai brothers-Kasturbhai,

BRAND UNDER ARVIND MILLS

Arrows offerings are aimed at working executives who believe in power

Sportswear- This range is made of 100% cotton in sporty finishes, indigo

DESIGN OF THE STUDY

The second chapter is focused on details about how the research

 Scope of the research

SCOPE OF THE RESEARCH

The research was conducted on the consumers of premium branded ready

STATEMENT OF THE PROBLEM

OBJECTIVES OF THE RESEARCH

 To study the consumer perceptions towards premium branded

DESIGN OF THE RESEARCH

A sample is considered during a research when the size of the population is