CHAPTER:1

INTRODUCTION

1.1.INTRODUCTION TO THE INDUSTRY:

The textile industry is primarily concerned with the design, production and distribution of
yarn, cloth and clothing. The raw material may be natural, or synthetic using products of the
industry. The final stage in textile industry is selling the products produced in the retail
market. Retail market plays main role for the sale of finished textile products.

The production of clothes, which was considered to be an art in the prehistoric period, has
undergone several technological changes. The technological innovations have helped apparel
manufacturer brand merchandisers and retailers to shift towards a new global reality where
customer choice and service are not just the priorities; but have the potential to create a
difference between the success and failure in a highly competitive market. Today, in the
global apparel trade, the retailers and brand merchandisers are playing a dominant role, and
the apparel industries continue to change faster than ever. The retail sector is becoming
increasingly concentrated, and the largest international retailers are becoming more powerful
through mergers and acquisitions. To become successful in the highly competitive market, it
is essential to understand each and every aspect of the apparel business. This introductory
chapter describes the global scenario of clothing production, major challenges and ways to
face the challenges and the future trends in apparel production.

Apparel means clothing, especially outerwear; garments and attire. Apparel is a term that
refers to a covering for the human body that is worn. The working of clothing is exclusively a
human characteristic and is a feature of nearly all human societies. The amount and type of
clothing worn depends on physical, social and geographical consideration. The apparel
industry covers all those companies that are largely engaged in producing various types of
garments. The clothing that is manufactured includes kid's clothing, men's clothing and
women's clothing.

Fr some people, buying apparel is simply a necessity to be performed only when clothes wear
out. For others, shopping for clothing and accessories is a very enjoyable, regular part of their
existence. They live for what they're going to wear to work each day, as well as to soirees
afterward, to weekends in the country and on cruise vacations. These are the shoppers that
keep the retail apparel industry going.

The apparel market includes menswear, women wear and kids wear. Among these the men’s
apparel market is 46 percent of the total apparel market in India. This is due to increasing
preference for readymade garments and this has become inevitable with the rise in
urbanization. On the other hand, women’s apparel market covers 17 percent of the total
apparel market in India and is increasing constantly owing to the changes in the dressing
habits among the working women. Also the cross nation movement and employment in
MNCs has resulted in increased preference for the branded Western and Indo-western
apparels among the working as well as younger women. Kids’ apparel market is 37 percent of
the total apparel market but the brand penetration in this segment is lowest at 9 percent
exhibiting a lot of potential for the branded players to exploit this segment.
Apparel is the second largest category in the Indian Retail Business. It is predicted to grow by
12 to 15% every year. By the end of 2015, major retail developments will be seen in all Tier-
II and Tier-III cities in the country. International retail giants are seeking entry into the
country. Marks & Spencer is planning to set up around 30 more stores in the period of 5
years. India is now on the radar of global retailers. Accelerated development of the retail
industry in the country and building brand value of domestic products is essential not only for
marketing the consumer products more efficiently, but also for the development of the retail
industry.

India has also emerged as one of the most attractive market destinations for apparel retailers
over the years. In India, apparel is the second largest retail category having yearly growth rate
of 12-15% and is expected to lead the organized retail sector in India in upcoming years.

Fashion marketing is the process of managing the flow of merchandise from the initial
selection of designs to be produced to the presentation of products to retail customers, with
the goal of maximizing a company’s sales and profitability. Successful fashion marketing
depends on understanding consumer desire and responding with appropriate products.
Marketers use sales tracking data, attention to media coverage, focus groups, and other means
of ascertaining consumer preferences to provide feedback to designers and manufacturers
about the type and quantity of goods to be produced. Marketers are thus responsible for
identifying and defining a fashion producer’s target customers and for responding to the
preferences of those customers.

The Indian retail industry undergoes a major revolutions. Retailing in India is gradually
becoming the next boom industry. In India, there will be the fastest growth in retailing and
real estate. The consumer buying patterns and behaviour are changing steadily. The growth of
India's retail sector not only limited to urban areas but also growing in rural areas. In the next
five years, it is expected that, India's retail industry will expand more than 80%.
The retail industry is booming. The reasons include favourable demographics, rising
customer incomes, real estate developments, especially the emergence of new shopping
malls, availability of better sourcing options both from within India and overseas and
changing lifestyle. India is witnessing a change in the age and income profiles of its over one
billion population.

• There is direct end-user interaction in retailing.

It is the only point in the value chain to provide a platform for
promotions.

• Sales of the retail level are generally in smaller unit sizes.

• Location is a critical factor in retail business.

• In most retail businesses, services are as important as core

products.

• There are a large number of retail units compared to other

members of the value chain. This occurs primarily to meet the requirements of geographical
coverage and population density.
Customer orientation: The retailer determines the attributes and needs of its consumers and
endeavours to satisfy them to the fullest.

Co-ordinates efforts: The retailer integrates all the plans and activities to maximize
efficiency.

Value-driven: Retailer offers good value to the customers, whether it be upscale or discount.
This means having appropriate prices for the level of products and customer service.

For many foreign and private brands, department stores offer the ideal retail format for
apparel product category. Given the relatively high prices of leading brands, traditional
retailers are reluctant to stock premium goods. Until now department stores have been few
and far
while Grasim has 106 stores.
between in India. But department store chains are now growing, reflecting the fast pace of
modernization in the Indian retailing industry as a whole.

Independent Retailer: An independent retailer is one who owns and operates only one retail
outlet. The owner and few other local hands or family members working as assistants in the
shop manages such an outlet. Many independent stores tend to be passed on from generations
to generations.

A chain retailer or a corporate retail chain: When two or more outlets are under a
common ownership it is called a retail chain. These stores are characterized by similarity in
merchandise offered to the consumers, the ambience, advertising and promotions.

Franchising: A franchise is a contractual agreement between the franchiser and franchisee

which allows the franchise to conduct business under an established name as per a particular
business format in return for a fee or compensation. Franchising can be a product or
trademark where the franchise sells the products under franchiser's name.

Leased Department: They are also termed as shop in shops. When a section of a department
in a retail store is rented to an outside party, it is termed as a leased department.

Consumer co-operative: A consumer co-operative is a retail institution owned by its

member customer. These many arise largely because of dissatisfied consumer whose needs
are not fulfilled by the existing retailers.

1.2.ORGANIZED REATLING

Retail industry is divided into two sectors – organized and unorganized.

Organized retail sector refers to the sectors undertaken by licensed retailers, that is, those who
are registered for tax on moveable commodities at times of sales under VAT system. At
present the name of the tax is commerce tax. These include the corporate retail formats of the
exclusive brand outlets, hypermarkets, departmental stores and shopping malls.
Organized retailing is the process of selling goods or merchandise all under one roof in a
fixed location such as a departmental store, hypermarket, supermarket or even a convenience
store. Organized retail also includes internet retailing, which is the process of buying and
selling products and services, such as COD, card on delivery, or trial services, through the
internet.

Bargaining power of organized retail translates directly into higher gross margins for the
retailers. At present there are a large number of independent retailers with little bargaining
power vis a vis manufacturers, distributors and wholesalers. Manufacturers have been
promoting their brands and generating consumer demand for branded products. This makes it
necessary for all varieties of stores especially in urban areas to stock branded products.
Manufacturers take advantage of the consumer pull to limit margins to the retailers. Retailers
manage their profitability by operating on a very low cost basis.
It is remarkable that the growth of organized retailing leads to growth of private label.
Therefore, it is believed that private labels will certainly grow in India. The growth of private
labels offers a lucrative opportunity for the retailers in the country. Thus, it is indeed crucial
for the retailers to figure out the factors which motivate consumers to opt for private labels.
The reason why big players are so interested in organized retail is the sheer size of the
opportunity.

1.2.BRANDING IN APPAREL INDUSTRY:

Strategic thinking is required in the creation of brands. Customers do not evaluate a product
in all the parameters while shopping. A psychological approach is required to build faith in
the minds of the consumer and make them believe that the particular brand is always
associated with quality. Once customers develop faith in a particular brand, they do not
evaluate their notion every time when they go for shopping. Buying a particular branded
apparel every time reduces their searching time, and also gives them a mental satisfaction that
they are only buying quality apparels.

Branding is personalizing a product to ensure a balance between different economic values.

In the fashion industry branding has become the dominant competitive strategy for all
successful companies. The aim of branding is to make a link between the character of an
object and its branded image or form.

A brand’s value is the way people end up thinking and feeling about the product to which it is
linked. A better understanding of the brand role starts from the right definition of brand and
branding. The brand is a name, terms, logo, or design (or a combination of them) that aims at
identifying a product or a service from one vendor or manufacturer and differentiate it from
competitors.

CHARACTERISTICS OF GOOD BRAND:

• Apparel with a higher value may signify higher quality to the consumers.

• Limited distribution of the product symbolizes uniqueness to discerning consumers.

• Brand image signifies the quality of the product, thus giving them the satisfaction of
buying quality items.

• Brand indicates a status symbol, and satisfies the ego of the consumer that he is
wearing a reputed company's outfit.
• Branding helps in developing a customer commitment. Once the customer develops
brand loyalty for the product, he jumps into buying decision without much thinking as his
mind set is already moulded with a positive opinion about the particular brand.

1.3.SWOT ANALYSIS

STRENGTHS:

• Reputation as a brand that offers fashionable clothing at a reasonable with price

knowledge of the mainstream customer.

• Fast and well established distribution system.

• Has wide range of garments and accessories.

• Low overhead to start an easy and customer reach.

WEAKNESSES:

• Business model complications entry to the online market.

• Too wide variety of brand in the market which create confusion to the customers.

• Fast change in the design of appeal products.

• High volume of competitors in the market.

OPPORTUNITIES:

• Rapid growth in global market.

• Capture of younger generation consumers.

• Improving and changing life style of the people.

• Growth in branded apparel market.

THREATS:

• Change in fashion constantly and being unable to keep up with trends.

• Establishment of local brands.

• Rise in labour cost

• Competition from the local retail store.

1.4 .INTRODUCTION TO THE COMPANY:

Classic Polo
Tirupur, Tamil Nadu
Classic Polo, One of the India’s finest indigenously manufactured T-shirt brand was launched
in 2001, Feb 14th by Royal Classic Groups. The flagship brand of Royal Classic Groups,
Royal Classic Group was Incorporated in 1991, it has all the value chains from fiber to
fashions. This is made possible with the finest 100 percent vertically integrated state of the art
infrastructure. RCG has it all under one roof, state of the art knitting, processing to
garmenting.

Being pioneer in textile industry, since 60's having complete in-house infrastructure
supported by 3000+ employees working towards a single goal of achieving quality standards.
Classic Polo has over the years metamorphosed into a dynamic and responsive brand in
men’s category. Today, it has the privilege of being one of the few power brands for young
professionals that fuses international trends with innovative fashion, reasonably priced.

Classic Polo started primarily manufacturing T-shirts and slowly moved into designing and
manufacturing complete wardrobe solution for men. Classic Polo is today the largest selling
T-shirt brand in the country with the widest distribution network supporting the sales and
marketing of all it branded merchandise. Our core team is composed of the promoters,
connoisseur in garment field who have brought their extensive knowledge to sculpt the brand
for what it stands today. Speed with quality is the success secret of Classic Polo, all it takes is
just 120 hours from the time of conceptualization to take shape into finished garment, which
is secure credit to the brand to be entitled to stay ahead in fashion industry. Innovation is a
custom and inspiration is constantly derived from our own export division catering to haute
international leading brands of Europe and US

Classic Polo range today, comprises of T-shirts, Shirts, Trousers, jackets, sweaters, cargo's,
denim, sportswear, lounge wear thus making the brand a complete men’s wardrobe solution.
Looking into the dynamics of current day’s hyper exposed consumer preference, Classic Polo
launches 3-4 new designs every day to fulfill the fashion appetite of the market.

Classic Polo covers the length and breadth of the country with 55 Exclusive Stores, 4500
Multi Brand Outlets, 65 Large Format Stores such as Shoppers Stop, Centrals, Globus,
Pantaloon, Reliance Trends etc., in addition to 13 shop ’n’ shop arrangement. The brand has a
massive 1 lakh sq.ft warehouse, 7 hubs across the country to cater to the market needs. This is
a unique strength of the brand which not many can boast about.
Classic Polo
RCG, a 60 million US $ company, vertically integrated textile major, has been the forefront
of quality and innovation since it's inception in 1991, having a fantastic clientele across the
Indian market, and in many countries across the globe.

RCG’s infrastructure comprises of complete facilities required for knitwear manufacturing,

right from Knitting, Wet processing (dyeing), Finishing, Garmenting and Retailing. The ultra
modern facilities ensure maximum productivity, with minimum work force required at every
stage of production. The periodical modernization at every factory ensures the updates best
quality standards available in the Industry.

Basic Information
Nature of Business Ecommerce Shop / Online Business

 Manufacturer
Additional Business  Service Provider
 Supplier

Company CEO Owner

Classic Polo, one of the India’s finest indigenously manufactured T-shirt brand was launched
in 2001, Feb 14th by Royal Classic Groups. The flagship brand of Royal Classic Groups,
Classic Polo has over the year’s metamorphoses into a dynamic and responsive brand in
men’s category. Today, it has the privilege of being one of the few power brands for young
professionals that fuses international trends with innovative fashion, reasonably priced.
Classic Polo started primarily manufacturing T-shirts and slowly moved into designing and
manufacturing complete wardrobe solution for men. Incorporated in 1991, it has all the value
chains for fiber to fashions in retail in house may possible with the finest 100 percent
vertically integrated state of the art infrastructure. RCG has it all under one roof, state of the
art knitting, processing to garmenting. The total install capacity today is 6 million tones
knitting and dying per annum with the garmenting capacity of 4.5 million T-Shirt per annum,
0.30 million shirts per annum and 0.60 million trousers per annum, 17 million under garment
per annum and 6 million infant and kids wear per annum.

Being pioneer in textile industry, since 60’s, having complete in-house infrastructure
supported by 3000+ employees working towards a single goal of achieving quality standards.
Our core team is composed of the promoters, connoisseur in garment field who have brought
their extensive knowledge to sculpt the brand for what it stands today. Speed with quality is
the success secret of Classic Polo, all it takes is just 120 hours from the time of
conceptualization to take shape into finished garment, which is sure credit to the brand to be
entitled to stay ahead in fashion industry. Innovation is a custom which is derived from our
own export division catering to haute international leading brands of Europe and US.

Retail :
Classic Polo covers the length and breadth of the country with 68 Exclusive Stores, 4000
Multi Brand Outlets, 75 Large Format Stores such as shoppers stop, centrals, globus,
pantaloon, reliance etc., in addition to 13 shop ’n’ shop arrangement. The brand has a
massive 1 lakh sq.ft warehouse, 34 channel partners across the country to cater to the market
needs.

Brand :
Usage of branded apparel and readymade garments has been on rise. Big players are selling
their own labels while small retailers are selling brands of others. Apparel tags, labels and
specialty trim play an essential role today’s supply chain. There is presence of almost all
kinds of global brands in the present market situation.
Classic Polo’s core strength lies in knits. Classic Polo offers the widest collection every
season. The design team consists of robust creative excellence from India’s premiere
institutes, consultants with wide exposure in the field of apparel and international source
WGSN (World Global Style Network) is another resource for inspiration to understand the
global fashion scenario. The brand constantly define new fashions trends catering to
consumer preferences targeting, the 20-35 age group. Positioned as a mid premium brand,
Classic Polo offers functional yet fashionably casual range for men, Classic Polo is
perceived as a brand that does not compromise on quality, fit, design and comfort.
Classic polo range today, comprises of T-shirts, Shirts Trousers, jackets, sweaters, cargos,
Loungewear, Innerwear, accessories making the brand a complete men’s wardrobe solution.
Looking into the dynamics of current day’s hyper exposed consumer preference, RCG
launches 3-4 new designs every day to fulfil the fashion appetite of the market.

1.5.Classic Polo Marketing Strategies:

• Classic Polo Strauss & Co uses a mix of demographic and geographic segmentation
strategies to make the different types of its offerings available in the market as per the choice
of the customers.
• A mix of differentiated and mass targeting strategies is used by Classic Polo to satisfy
the needs and wants of the customer groups.
• Classic Polo position itself as a comfortable and affordable apparel brand being
competitive and at the same time is value for money for customers.

1.6.SCOPE OF STUDY :
India is a developing country and Indian consumers spend a larger share of their income on
clothing. clothing is the second-largest segment of the retail industry in India. This retail
segment is expected to accurately reflect the performance of organised retail and hence the
scope of study is limited to organised retail formats with apparel retailing as the major
product category. This study shows the consumer preference towards the brand Classic Polo.

1.7.OBJECTIVES OF THE STUDY:

 To understand the preference of the customers in apparel retailing.

 To know the opinion of customers towards branded clothing.
 To study the trends in apparel retailing sector.
 To know how Classic Polo satisfy the customer needs.
 To know which kind of offer can attract the new consumers.

1.8LIMITATIONS OF THE STUDY:

• Customers are not interested in sharing

• More competitors
• Lack of awareness about the branded products
 CHAPTER 2

LITERATURE REVIEW

Review of Relevant Studies:

The researcher is interested in studying the buying behavior of consumers with respect to
apparels in organized retail outlets; hence an attempt has been made here to know the end
results of various studies in Indian and Overseas context in the field of Consumer Behavior
with respect to Organized Retail. Number of studies in the context of retailing at national
level is trivial. Publications in national reports and magazines mainly provide general
information about Indian retail markets and the retail brands playing there. These studies
mainly focus on information relating to market share, rate of growth, contributions as well as
expectations from the retail brands of different product categories operating in India.

Kiong et. al. (2013) aimed to identify the predictor of consumer preferences in choosing an
international brand of fashion products among Malaysian young consumers. Of the 200
respondents from Klang district, the study found that country-of-origin perception has the
strongest predictor towards consumer preferences followed by perceived product quality,
promotion stimulation, and perceived brand image and fashion lifestyle. This study is
important to the marketers to understand the consumer preferences in choosing an
international brand of fashion products in developing countries. The marketer also could
understand the market segmentation and accordingly formulate competitive marketing
strategies and utilize target market wisely.

K.Myilswamy (2013) in his study ‘A Study On Consumer Brand Preference Towards Using
DTH Service Providers In Coimbatore City’ explored the marketing includes all activities
which are concerned with effecting changes in the ownership and position of goods and
services”.

Mittal And Agrawal (2012) analysed the consumer and his behaviour is the cornerstone of
success in marketing. It included all the physical, mental and emotional processes and
concerned behaviour which are observable before, during and after each and every purchase
of goods and services. This made them compelling to understand, observe, record and react to
such behaviour in case they want to have win-win strategy that matter for marketer and the
customer both. The research report presented is based on the “Consumer Perception towards
Branded Garments”. Through this study an attempt has been made to practically understand
those emotional or rational appeals, which drive the purchase decision toward the branded
garments.

Rajput (2012) analysed the significance of demographic profile of consumers affecting the
purchase decision of branded garments and to observe from gender perspective the consumer
awareness about different apparel brands available in the Indian market and also to find out
whether there is a significant difference in total expenditure on branded apparels done by
males vis- a - vis females. The results confirm that Indian people have become highly brand
conscious presently. Hence, brand image is a not a significant factor in choosing the product
or brand to buy. There are other aspects like, quality, comfort, expectations and demographic
characteristics are also influence to the purchasing decision that dominate the purchase
decision of males and females
Ismail, Masood & Tawab (2012) conducted in order to determine the consumer preferences
of global brands instead of local ones. It is also designed to find out the buying behaviour
patterns of young consumers Consumer evaluates products based on information cues, which
are intrinsic and extrinsic. A number of factors affect the consumer purchase decisions. The
results suggested that most important factors that influence a consumer’s final decision are
the price and quality of the product in question. Since the consumers usually associate the
price of the brand with its quality, a brand priced too low is generally perceived as a low
quality product. Similarly, a product priced too high may not be affordable by many.
Soren T. Anderson (2012) in this study ‘The Formation and Persistence of Automobile Brand
Preferences ‘emphasized on the brand preferences in the automobile market demonstrate
strong persistence, which implies that market conditions and policies that influence purchases
today may reverberate far into the future. In this study, we cover novel empirical evidence
that (1) individuals tend to choose the same brand of automobile again and again and that (2)
adult children tend to choose the same brands as their parents. The results suggest that
intergenerational correlations may arise both from information sharing within families and
from endogenous preference formation in youth.

P. S. Venkateswaran et.al.(2011) Brand personality is generally understood as the

distinguishing characteristic of the brand, what some call the persona of the brand. Just like
people, all brands have a personality to some degree. In certain cases, it’s highly emotional
and vibrant; in other cases, it is understated or barely noticeable. Since brand personality is
intangible and exists in an emotional monarchy, it is often underrated by marketers. A
recognizable and well defined brand personality is the key to a successful brand’s appeal.
Researchers proposed that brand personality boosts consumer preference and usage (Sirgy,
1982), induces emotions in consumers (Biel, 1993), and has a positive relationship with
levels of trust and loyalty (Fournier, 1994).
Bronnenberg et. al. (2010) studied the long-run evolution of brand preferences, using new
data on consumers’ life histories and purchases of consumer packaged goods. Variation in
where consumers have lived in the past allows us to isolate the causal effect of past
experiences on current purchases, holding constant contemporaneous supply-side factors such
as availability, prices, and advertising. Heterogeneity in brand preferences explains 40
percent of geographic variation in market shares. These preferences develop endogenously as
a function of consumers’ life histories and are highly persistent once formed, with
experiences 50 years in the past still exerting a significant effect on current consumption.
Liu and Choi (2009) found that fashion and clothing can show one’s personality and image
by the insight of colour, styling, silhouette, etc. If a consumer can identify himself/herself on
a specific image projection of a particular brand, he/she would create greater preferences
towards this brand. Brand is used for consumers to express themselves, which is especially
prominent in fashion. When a brand possesses a strong personality that is consistent with the
consumer’s image, the consumer will have greater preferences towards the brand. Positive
brand attitude has a direct impact on consumer involvement in branded clothing. Thus, it is
postulated that brand attitude has a significant impact on consumer involvement in fashion
clothing.
Pathak and Tripathi (2009) made a study entitled “Customer Hopping Behaviour Among
Modem Retail Formats: A Study of Delhi & NCR”. The Study is an exploratory research
conducted in Delhi & NCR. It specifically focuses on customer shopping behaviour in Indian
scenario among the modern retail formats. Objectives of the study are to find out the factors
that affect the buyer's decisions among the modern retail formats and to evaluate the
comparative strength of these factors in buying decision of the buyers.
P. Kotler, G. Armstrong, V. Wong and J. Saunders (2008) defines national brand (also called
manufacturer’s brand) as “a brand created and owned by the producer of a product or
service”. National brands have been the leaders on the market since the last century, but there
is a rapidly growing competition from the private labels.
Allen (2008) investigated performance measurement for supply chains in textile and apparel
companies in developing and developed countries in his PhD thesis. In this study, it was
emphasized that there was a limited number of studies concerning performance measures for
textile and apparel. Specific measures that can be used to evaluate the performance of supply
chains in textile and apparel companies were identified in this thesis.
According to Ozasomer and Altaras (2008), global brand credibility depends on the firms’
willingness and ability to deliver what they promise on a global scale; marketing-mix
consistency and greater brand investments have been proven to convey higher levels of brand
credibility. Brand investments, on the other hand, are resources that firms spend on brands to
(1) assure consumers that brand promises will be met and (2) demonstrate longer-term
commitment to brands (Klein and Leffler, 1981). Consequently, brand investment would help
a business to build a highly credible brand.
Meyer-Waarden, Lars; Benavent, Christophe. (2006) studied the Impact of Loyalty
Programmes on Repeat Purchase Behavior based on the Behavior Scan single-source panel
which has been compared with the store data base. The double jeopardy phenomenon was
present and loyalty programmes did not substantially change market structures. When all
companies had loyalty programs, the market was characterized by an absence of change of
the competitive situation.

Eckhardt (2005) avowed that local brands are not more flexible than global brands in terms
of their marketing activities when they compete in a foreign product category due to cultural
categories being associated with the product category. Just as global brands need to conform
to international marketing dictums, local brands sometimes need to conform to deeply held
preconceptions about the product category in which they operate.
According to Steenkamp, (2003) consumers become perceptive to global brands when
consumers believe the brand is marketed in multiple countries and is recognized as global in
these countries This perception occurs in two forms; consumers realize that the same brand is
found in other countries through media exposure, word of mouth communication, or during
travel overseas. Secondly as studied by Alden et al (1999) that a brand may assert or imply its
‘globalness’ through marketing communications that use brand names, endorsers, advertising
themes, etc.. Consumers prefer brands that they perceive as originating from a non-local
country, especially from Western countries, more than they do local brands and that
preference is linked not only to perceived quality but also to social status (Alden et al, 1999).
Schmelz et. Al. (2000) examined Prestige clothing shopping by consumers by a confirmatory
assessment and refinement of the PRECON scale. Aspects studied include background on the
symbolic aspects of consumption; prestige shopping behavior; reassessment and refinement
of the PRECON scale and impact of income and age on prestige shopping. The paper
concludes with managerial implications for the United States apparel retailers dealing in
prestige clothing.

Rizwana Begum and K.S. Sarala (2016) feel that brand positioning is the key of marketing
strategy. A strong brand positioning directs marketing strategy by explaining the brand
details. Effective brand positioning is contingent upon identifying and communicating a
brand’s uniqueness, differentiation and verifiable value. Positioning is the base for
developing and increasing the required knowledge and perceptions of the customers. In this
background, the present study aims at examining the impact of attributes of brand positioning
on consumer purchase decision for men apparel brands in Udupi.
Md. Mazedul Islam and Adnan Maroof Khan (2013) contend that the preference of
consumers for readymade branded apparels is fast changing which is caused by the creation
of personality and status with the quality and comfort they deliver. Customers have become
highly brand conscious presently. Hence, brand image is a significant factor in choosing the
product or brand to buy. Driven by the competitive environment in fashion business,
marketers have realized that creating a favorable brand image is a key to win larger market
share in its market niche.
 CHAPTER-3

RESEARCH METHODOLOGY

“A Research is a careful investigation or inquiry; especially through search for new fact in
any branch of knowledge. It is a systemized effort to gain more knowledge.”
Research methodology is a way to systematically solve the research problem. It may be
Understood as a science of studying how research is done scientifically. If is necessary for the
researcher to know not only the research methods or technique but also the methodology.
Researcher always needs to understand the assumption underline various technique and they
need to know the criteria by which they can decide that certain technique and procedures will
be applicable to certain problem and other will not.

3.1.RESEARCH DESIGN:

The study is descriptive in nature.

Descriptive research is defined as a research method that describes the characteristics of the
population or phenomenon that is being studied. This methodology focuses more on the
“what” of the research subject rather than the “why” of the research subject.
In other words, descriptive research primarily focuses on describing the nature of a
demographic segment, without focusing on “why” a certain phenomenon occurs. In other
words, it “describes” the subject of the research, without covering “why” it happens.

3.2.SAMPLING TECHNIQUE:

 Non-Probability sampling method.

 convenience sampling
Non-probability sampling is a sampling technique where the samples are gathered in a
process that does not give all the individuals in the population equal chances of being
selected.
A convenience sample is a type of non-probability sampling method where the sample is
taken from a group of people easy to contact or to reach. For example, standing at a mall or a
grocery store and asking people to answer questions would be an example of a convenience
sample

3.3.SAMPLE SIZE:

Sample size plays a critical role, because the generalizability of the conclusion depends on
sample size. Sample size for the present study is 120.

3.4.DATA COLLECTION:

PRIMARY DATA:
 Primary data has been collected through an interview schedule by using
structured questionnaire. This is the main source of the research data.
SECONDARY DATA:
  The secondary data includes the information available with the company. Also
the data is collected from newspaper and internet.
TOOLS FOR ANALYSIS
In this research the tool that is been used is,

Simple percentage analysis

A percentage analysis is used to interpret the data by the researcher for the analysis and
interpretation. Though the use of percentage the data or reduced in the standard from with
base equal to 100 which fact facilitates relating comparisons.
In the percentage analysis percentage is calculated by multiplying the number of respondents
in to 100 and it is divided by the same size.

No. of respondent
Simple percentage = ------------------------------- 100
Sample size
 CHAPTER-4

ANALYSIS

TABEL 4.1
RESPONDENTS ON GENDER BASIS

Particulars No. of. Respondents Percentage

Male 106 88.3
Female 14 11.7
Total 120 100

INTERPRETATION:

From the above the above table it is inferred that majority of respondents are male (88%).
14% of respondents are female.
 CHART:4.1

GENDER OF RESPONDENTS
 TABLE:4.2

RESPONDENTS QUALIFICATION

Particulars No. of. Respondents Percentage

UG 49 40.8
PG 31 25.8
School 28 23.3
Diploma 7 5.8
Others 5 4.2
Total 120 100

INTERPRETATION:

From the following chart we can be able to understand clearly that in our total respondents,
40% of respondents are UG holders, 25% of respondents are PG holders, 23% of respondents
are school students .
 CHART: 4.2

RESPONDENTS QUALIFICATION
 TABEL: 4.3

AGE OF THE RESPONDENTS

Particulars No. of. Respondents Percentage

<20 28 23.3
20-25 57 47.5
25-30 13 10.8
30-40 11 9.2
40-50 11 9.2
TOTAL 120 100

INTERPRETATION:

In our total respondents, (23.3%) of people’s age are below 20, (47.5%) of people belongs to
the age group of 20-25, (10.8%) of people belongs to the age group of 25-30, (9.2%) of
people belongs to the age group of 30-40, (9.2%) of people belongs to age group of 40-50.
 CHART: 4.3

AGE OF THE RESPONDENTS

 TABEL 4.4

PURCHASE PREFERENCE OF THE RESPONDENTS

Particulars No. of. Respondents Percentage

Local shops 7 5.8
Small showrooms 12 10.0
Branded showrooms 75 62.5
Online stores 26 21.7
Total 120 100

INTERPRETATION:

Majority of people prefers branded showrooms for their purchase (62.5%), 5.8% of people
prefers local shops for purchasing, 10% of people prefers small showrooms for their purchase
and 21.7% of online stores for their purchase.
 CHART: 4.4

PURCHASE PREFERENCE OF THE RESPONDENTS

 TABEL: 4.5

PURCHASE MADE IN BRANDED SHOWROOM

Particulars No. of. Respondents Percentage

Recently started buying 55 45.8
From past 4-5 years 45 37.5
For very long time 9 7.5
Always 11 9.2
Total 120 100

INTERPRETATION:

Majority (45.8%) of people started buying the products in this showroom recently, (37.5% )of
people used to purchase for past 4-5 years,(7.5% )of people used to buy apparels in branded
showroom for a very long time and 9% of the respondents said they always buy from branded
showroom.
 CHART: 4.5

PURCHASE MADE IN BRANDED SHOWROOM

 TABEL: 4.6

COMPARISION OF PRICE WHILE MAKING PURCHASE

Particulars No. of. Respondents Percentage

Always 10 8.3
Often 13 10.8
Sometimes 12 10.0
Rarely 34 28.3
Never 51 42.5
Total 120 100

INTERPRETATION:

Most of the people never compare price before their purchase (42.5%) ,(28.3%) of people
rarely compare while they make purchase, only (8.3%) of people compare the price between
the other stores before they make purchase in branded showroom.
 CHART: 4.6

COMPARISION OF PRICE WHILE MAKING PURCHASE

 TABEL: 4.7

INFLUENCE OF PURCHASE IN BRANDED PRODUCTS

Particulars No. of. Respondents Percentage

Brand name 40 33.3
Transparent 18 15
Price 21 17.5
Easy availability 41 34.2
Total 120 100

INTERPRETATION:

Most of the people (34.2%) choose branded showroom for purchase because of easy
availability, (33.3%) of people purchase in branded showroom for brand name, (21%) people
purchase in branded showroom because of the belief that the product is worth the price, some
people choose branded showroom as they think branded showrooms are transparent in their
operations.
 CHART: 4.7

INFLUENCE OF PURCHASE IN BRANDED PRODUCTS

140

120

100

80

60

40

20

0
Brand name Transparent Price Easy availability Total

No. of. Respondents Percentage

 TABEL: 4.8

SOURCE OF AWARENESS ABOUT BRANDED

Particulars No. of. Respondents Percentage

T.V 37 30.8
Newspaper & Magazine 35 29.2
Family & Friends 26 21.7
Banner 22 18.3
Total 120 100

INTERPRETATION:

Majority of people get awareness about the brand through T.V (30.8%) & newspaper and
magazine (29.2%) , family and friends also have influence in introducing the brand (21.7%),
some people (18.3%) came to know about the brand through banners and posters.
 CHART: 4.8

SOURCE OF AWARENESS ABOUT BRANDED PRODUCTS

 TABEL: 4.9

KNOWLEDGE ABOUT THE BRAND

Particulars No. of. Respondents Percentage

Offers launched by the store 27 22.5
Recommendations from 31 25.8
friends
Through magazines 32 26.7
Through social media 30 25
Total 120 100

INTERPRETATION:

Most of the people get knowledge or more information about the brand through magazine
(26.7%) & recommendations from friends(25.8%), others get knowledge about the brand
through offers launched by the stores (22.5) and through social media (25%).
 CHART: 4.9

KNOWLEDGE ABOUT THE BRAND

Offers launched by the store Recommendations from friends

Through magazines Through social media
Total
 TABEL: 4.10

PURCHASE OF BRANDED PRODUCTS

Particulars No. of. Respondents Percentage

Yes always 57 47.5
Sometimes 39 32.5
Rarely 21 17.5
Never 3 2.5
Total 120 100

INTERPRETATION:

Majority of people always purchase branded products , 32.5% of people buy

sometimes,17.5% of people buys rarely and 2.5% of people never buy branded products.
 CHART: 4.10

PURCHASE OF BRANDED PRODUCTS

 TABEL: 4.11

PREFERENCE OF DRESS TYPE

Particulars No. of. Respondents Percentage

Casual wear 52 43.3
Formal wear 32 26.7
Traditional wear 20 16.7
Kids wear 16 13.3
Total 120 100

INTERPRETATION:

Majority of people prefer casual wear,26.7% of people prefer formal wear, 16.7% of people
prefer traditional wear and 13.3% of people prefer kids wear in branded showrooms.
 CHART: 4.11

PREFERENCE OF DRESS TYPE

 TABEL: 4.12

OCCASION FOR PURCHASE OF DRESS

Particulars No. of. Respondents Percentage

Festivals 44 36.7
Gifts 22 18.3
Offers 37 30.8
Weddings 17 14.2
Total 120 100

INTERPTRETATION:

Majority of people buys dress only during festival times,18.3% of people buys for
complementary purposes,30.8% of people buy for offers and 14.2% of people buys for
wedding purpose.
 CHART: 4.12

OCCASION FOR PURCHASE OF DRESS

Chart Title
90
80
70
60
50
40
30
20
10
0
5 4 3 2 1

No. of. Respondents Percentage

 TABEL: 4.13

OFFERS PREFERRED WHILE PURCHASE OF DRESS

Particulars No. of. Respondents Percentage

Price 43 35.8
Percentage discount 39 32.5
Value added offers 18 15.0
Gifts 20 16.7
Total 120 100

INTERPRETATION:

Majority of people prefer reduction in prize,32.5% of people prefer discount percentage,15%

of people prefer value added offers and 16.7% of people prefers gifts.
 CHART: 4.13

OFFERS PREFERRED WHILE PURCHASE OF DRESS

 TABEL: 4.14

REASON FOR PREFERENCE OF BRANDED SHOWROOM FOR

PURCHASE

PARTICULAR RANK 5 RANK 4 RANK 3 RANK 2 RANK 1 MEAN

S VALUE
Wide variety of .8 3.3 23.3 40.8 31.7 3.9917
designs
Good quality of 1.7 3.3 17.5 41.7 35.8 4.0667
products
Stores are easily 0.8 0.8 12.5 42.6 43.3 4.2667
accessible
Provide good 1.7 5.8 22.5 39.2 30.8 3.9167
offers

INTERPRETATION:

Most of the people (43.3%) have chosen branded showroom for purchase because the stores
are easily accessible, 35.8% of people choose branded showroom as the products are easily
available, some people choose branded for purchase because they provide good offers
(30.8%) and wide variety of designs (321.7%).
1.
 CHART: 4.14

REASON FOR PREFERENCE OF BRANDED SHOWROOM FOR

PURCHASE

Chart Title

180

160

140

120

100

80

60

40

20

0
RANK 5 RANK 4 RANK 3 RANK 2 RANK 1 MEAN VALUE

Wide variety of designs Good quality of products

Stores are easily accessible Provide good offers
 TABEL: 4.15

FACTORS AFFECTING PURCHASE FROM LOCAL RETAILERS

PARTICULAR RANK 5 RANK 4 RANK 3 RANK 2 RANK 1 MEAN

S VALUE
Credit purchase 1.7 15.8 30 32.5 20 3.5333

Store is near to 1.7 2.5 19.2 41.7 35 4.0583

the locality
Negotiable price 00 22.5 45 31.7 0.8 4.0750

Designs are 0.0 0.8 22.5 45 31.7 3.9917

comparatively
low

INTERPRETATION:

Most of the people (35%) choose local retailers for purchase because the store is near to the
locality, some people (20%) choose local retailers as they provide credit purchase option.
Some people don’t wish to make purchase with the local retailers as the designs are
comparatively low.
 CHART: 4.15

FACTORS AFFECTING PURCHASE FROM LOCAL RETAILERS

Chart Title
50
45
40
35
30
25
20
15
10
5
0
RANK 5 RANK 4 RANK 3 RANK 2 RANK 1 MEAN VALUE

Credit purchase Store is near to the locality

Negotiable price Designs are comparatively low
 TABEL: 4.16

FACTORS THAT AFFECT PURCHASE OF DRESS

PARTICULAR RANK 5 RANK 4 RANK 3 RANK 2 RANK 1 MEAN

S VALUE
Design 00 0.8 10.8 46.7 41.7 4.2917

Price 1.7 2.5 12.5 43.3 40 4.1750

Quality 00 00 1.7 30 68.3 4.6667

Brand image 00 0.8 5.0 31.7 62.5 4.55583

INTERPRETATION:

Majority of people prefer good quality if dress (68.3%) and brand image of the dress (62.3%)
for their purchase, people also look for the price (41.7%) & design (40%) for purchase of
dress.
 CHATR: 4.16

FACTORS THAT AFFECT PURCHASE OF DRESS

MEAN VALUE

RANK 1

RANK 2

RANK 3

RANK 4

RANK 5

0 10 20 30 40 50 60 70 80

Design Price Quality Brand image

 TABEL: 4.17

SATISFACTION OF CUSTOMERS

Particulars Highly dissatisfied Natural Satisfied Highly Mean value

dissatisfied satisfied
Satisfaction of 00 0.8 3.3 35.8 60 4.4583
purchase in
branded
showroom
Satisfaction on 00 0.8 6.7 43.3 49.2 4.4083
purchase in
classic Polo
Service quality 0.8 1.7 10 45 42.5 4.2667
of Classic Polo

Price of cloths 00 2.5 19.2 43.3 35 4.1083

in Classic Polo

Availability 0.8 0.8 5.8 42.5 50 4.4000

collections in
Classic Polo
Influence of 00 00 4.2 42.5 53.3 4.4917
brand name in
purchase

INTERPRETATION:

 Majority of people(60%) are highly satisfied with the purchase of dress in branded
showroom .

 Most of the people (49.2%) are highly satisfied with the purchase of dress in Classic
Polo.

 45% of people are satisfied and 42.2% of people are highly satisfied with the service
quality of Classic Polo.

 Most of the people (43.3%) are satisfied with the price of dresses in Classic Polo.

 Majority of people (50%) are highly satisfied and (42.5%) of people are satisfied with
availability of collections in Classic Polo.

 55.3% of people are influenced with the Classic Polo brand image.
 CHART: 4.17

CHART SHOWING SATISFACTION OF CUSTOMERS

Mean value

Highly satisfied

Satisfied

Natural

dissatisfied

Highly dissatisfied

0 10 20 30 40 50 60

Satisfaction of purchase in branded showroom Satisfaction on purchase in classic Polo

Service quality of Classic Polo Price of cloths in Classic Polo
Availability collections in Classic Polo Influence of brand name in purchase
 TABEL: 4.18

AWARENESS ABOUT THE BRAND CLASSIC POLO

Particulars No. of. Respondents Percentage

Buy products on regular basis 61 50.8

Buy products occasionally 53 44.2

Heard of them, but not 6 5.0

purchased from Classic Polo
Total 120 100

INTERPRETATION:

50.8% of the people are aware of the brand Classic Polo and they make purchase on regular
basis, 44.2% of people are aware of the brand and they make purchase on regular basis, 5%
of people are only aware of the brand but have not made purchase in Classic Polo.
 CHART: 4.18

AWARENESS ABOUT THE BRAND CLASSIC POLO

0 20 40 60 80 100 120 140 160

No. of. Respondents Percentage

 TABEL: 4.19

RCOMMENDATION OF CLASSIC POLO TO OTHERS

Particulars No. of. Respondents Percentage

Yes always 97 80.8
Not mostly 7 5.8
Never 14 1.7
Based on purchasing 2 11.7
experience
Total 120 100

INTERPRETATION:

Majority of people (80.8%) says that they would recommend Classic Polo to others, some
people (11.7%) say their recommendation would be based on their purchasing experience.
 CHART: 4.19

RCOMMENDATION OF CLASSIC POLO TO OTHERS

 TABEL: 4.20

WILL CUSTOMERS SWITCH TO OTHER BRAND IF THERY GET

ANY PROMOTIONAL OFFERS

Particulars No. of. Respondents Percentage

Yes 62 51.7
No 58 48.3
Total 120 100

INTERPRETATION:

Majority of people(51.7%) will move to another brand if they get any promotional offers and
48.3% of people will switch over to other brands.
 CHART: 4.20

CUSTOMERS SWITCH TO OTHER BRAND IF THERY GET ANY

PROMOTIONAL OFFERS
 TABEL: 4.21

SERVICE QUALITY OF CLASSIC POLO

Particulars No. of. Respondents Percentage

Yes 83 69.2
No 2 1.7
Not frequently 23 19.2
Not up to expected level 12 10.0
Total 120 100.0

INTERPRETATIOIN:

69..2 % of people claims that classic polo service quality is good,1.7% of people says service
quality is not good,19.2% of people are not visiting frequently and 10% of people claims
quality of service is not up to the expected level.
 CHART: 4.21

SERVICE QUALITY OF CLASSIC POLO

 TABEL: 4.22

HOW CLASSIC POLO TERAT THEIR CUSTOMERS

Particulars No. of. Respondents Percentage

Very professional 83 69.2
Average 2 1.7
Disappointed 23 19.2
Want improvement 12 10.0
Total 120 100

INTERPRETATION:

69.2% of people says classic polo treats very professionally , 1.7% of people says treatment is
very average,19.2 % of people says treatment is very disappointment and 10% of people says
treatment wants to get improved.
 CHART: 4.22

HOW CLASSIC POLO TERAT THEIR CUSTOMERS

 TABEL: 4.23

PERFERENCE OF PURCHASE OF CLASSIC POLO PRODUCTS

THROUGH ONLINE

Particulars No. of. Respondents Percentage

Yes 101 84.2

No 19 15.8

Total 120 100

INTERPRETATION:

Majority of people (84.2%)would prefer purchase of products of Classic Polo through online.
 CHART: 4.23

PERFERENCE OF PURCHASE OF CLASSIC POLO PRODUCTS

THROUGH ONLINE

Yes No
 TABEL: 4.24

OVER ALL RANKING OF CLASSIC POLO

Particulars No. of. Respondents Percentage

5 80 66.7
4 35 29.2
3 3 2.5
2 2 1.7
1 0 0
Total 120 100

INTERPRETATION:

Majority of people (66.7%) have given 5th the top rank for overall performance of Classic
Polo. Some people (29.2%) have ranked 4th for the performance of Classic Polo.
 CHART: 4.24

OVER ALL RANKING OF CLASSIC POLO

140

120

100

80

60

40

20

0
5 4 3 2 1 Total

No. of. Respondents Percentage