RESEARCH METHODOLOGY

Research Methodology:
Research methodology is a practice of studying how research is to be carried out
scientifically.
According to William C. Emory in the book ‘Business Research Methods’ defines
“research is any organized inquiry designed and carried out to provide information for
solving problems”.
Nature of Study:
For this Research, typing to understand the consumer behavior patterns towards
branded and non-branded garments. So, it will record qualitative responses like their
preferences, choices, liking, views which will be further quantified using
measurement scales, thus making it a quantitative research.
Marketing Research Process:
1. Identifying and selection of research problem
2. Establish research objective
3. Review of literature
4. Determine research design
5. Designing the questionnaire
6. Sampling design
7. Collection of data
8. Processing of data
9. Preparation and presenting of final research report
Here, is the marketing research process which is followed through the entire project to do the
survey. The marketing process is as follows:
1. Identifying and selection of research problem:
Identification or formulation of research problem is the first and most important step of
research process. It is often said that a well-defined problem is half solved.
2. Establish research objective:
It is very important to determine research objective before conducting research process. As, it
provides a clear path or directions to achieve the goals. Without the research objectives
research conducted is worthless.
3. Review of Literature:
The researcher should undertake extensive literature survey relating to the problem. The
researcher may consider various publications, such as journals, books, research report, and
other published matter.
4. Determine research design:
There are three types of research design categories, which are referred to as research design:
I. Exploratory Research:
It is conducted to explore information about the nature or causes of research problem. It is
conducted when the causes of the research problem are not known to the researcher.
II. Descriptive Research:
It is conducted to obtain descriptive information about certain aspects of a problem. A
descriptive research may be undertaken for commercial purpose.
III. Causal Research:
Causal research investigates cause/effect relationship between two or more variables.
5. Designing the Questionnaire:
If the researcher cannot solve the problem with the help of secondary data, observation and
experimentation, then the researcher should make efforts to collect the primary data from the
field by designing questionnaire.
6. Sampling design:
Generally, it is not possible to collect data from each member of the universe or population
under study due to limitations of time, effort, and money. Therefore, the researcher needs to
select a sample of respondents that represent the universe.
7. Collection of data:
The data can be collected from various sources primary and secondary. Care must be taken to
ask the questions that will generate information needed to solve the research objectives and to
ask them clearly and without bias. The secondary data collected must be up-to-date and free
from bias.
8. Processing of data:
The collected data is mostly available in a raw form and therefore, it needs to be processed.
Processing of data involves:
a. Editing
It helps to weed out unwanted and irrelevant data, also helps to check errors and omission
of data collection.
b. Coding
It involves assigning codes (numerical, alphabetical, alpha-numerical) to the categories or
responses.
c. Classification
It refers to grouping of data under different categories or classes such as age, gender,
education, area, etc.
d. Tabulation
 It involves transferring of classified data in a tabular form. Tabulation of data facilitates
analysis and interpretation of data.
9. Preparation and presenting of final research report:
The research findings and conclusions are presented with the help of research report. The
research report is divided into three parts:
i. Preliminary contents
It includes title of the report, letter of authorization, and table of contents, etc.
ii. Main body
It includes introductions, methodology, findings, limitations, conclusions, etc.
iii. Concluding part
It includes appendix and bibliography.

Scope of the Study:

The entire study is based on Consumer Behaviour towards branded and non-branded
readymade garments, the study was conducted only with ___ students/consumers Palghar
District. The research was planned to cover areas like consumer awareness, Preference
Level, Shopping Particulars, Reasons for buying, Factors influencing Buying Behaviour,
etc.
Need for study
Many developments and changes are taking place around us with all the industries and
firms within each industry including garment industry with an intention to keep pace with
the changes and diverse needs of the people. Though for decades together, marketers have
regarded consumer as the king and evolved all activities to satisfy him, this concept is
gaining more momentum and importance today. This can largely be attributed to the
prevailing market situation. Not only competition has become intense but over and above
with the market being flooded with many products. The challenge before the marketers is
to understand the diversity of consumer behaviour and offer goods and services
accordingly. Today the company image is built and made known by its customers. Thus,
the success of the firm will be determined by how effective it has been in meeting the
diverse consumer needs and wants by treating each customer as unique and offering
products and services to suit their needs and creating a life time value and relationship
with them. Marketers have come to realize that their effectiveness in meeting consumer
needs directly influences their profitability the better they understand the factors
underlying consumer behaviour, the better able they are to develop effective marketing
strategies to meet consumer needs. The most important reason for studying consumer
behaviour is the significant role it plays in our lives. Much of our time is spent directly in
the market place, shopping or engaging in other activities. A large amount of additional
time is spent thinking about products and services, talking to friends about them, and
seeing or hearing advertisements about them. In addition, the goods we purchase and the
manner in which we use them significantly influence how we live our daily lives. These
general concerns alone are enough to justify our study. However, many seek to
understand the behaviour of consumers for what are thought to be more immediate and
tangible reasons. Consumer behaviour reflects the totality of consumers decisions with
respect to the acquisition, consumption, and disposition of goods, services, time, and
ideas by human decision- making units. Studying consumer behaviour has a lot of
benefits to marketers that enable them to create long lasting relationship with customers.
With that concern the researcher involves in identifying the behaviour of consumers in
the purchase of branded and non-branded garments. The present study was started with an
aim to study the behaviour Shoppers in Palghar City in purchasing branded and non-
branded garments. Hence from this study it would be helpful for the garment industry to
identify the various factors that lie behind the college students in purchasing garments.

OBJECTIVES

 To know factors affecting while buying branded or non-branded garments

 Are they brand loyal or brand switcher
 Impact of celebrity endorsement on the consumer