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bmitted to: Moosa Sir, SCIENCE, kuttippuram Dept.

of MANAGEMENT

Su Jabir

MES College of engineering,

by: Sarika P S2 MBA Roll: no: 46 MESCE

Submitted

INDEX
CONTENT 1. INTRODUCTION PAGE NO 3

2. OBJECTIVE

3. SCOPE

4. INDUSTRY PROFILE

5. COMPANY PROFILE

6. LITERATURE REVIEW

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7. RESEARCH METHODOLOGY

8. FINDINGS

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9. CONCLUSION

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INTRODUCTION
This assignment is a part of the class activities of marketing paper. The topic for the assignment is prepare a questionnaire and conduct a survey among 10 textile shops to understand the buyer roles, behavior, and factors influencing buying behavior of T-SHIRTS. T-shirts represent one of the highest grossing markets in youth culture fashion, which makes this marketplace one of the most vital components towards understanding trends and market opportunities in youth culture in general. T-shirts, which are often less expensive than other forms of apparel play many roles when it comes to individuals style, often leading new directions for brands, designs, marketing, distribution, and in many cases, even the launch of entirely new companies based on the success of a series of collections (i.e., Volcom, Hurley, Famous Stars & Straps, American Apparel). This survey outlines key aspects in T-shirt trends and changes, including brand preferences, price points, and the changing size of the marketplace.

OBJECTIVE
The main objective of this survey is to identify the buyer roles, buying behavior of customers towards t-shirts and also the various factors influencing the buying behavior.

SCOPE OF THE STUDY


The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as:

The psychology of how consumers think, feel, buy, and select between different alternatives (e.g., brands, products)

The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media)

The behavior of consumers while shopping or making other marketing decisions

Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;

How marketers can adapt and improve their marketing campaigns and Marketing strategies to more effectively reach the consumer.

INDUSRTRY PROFILE
INDIAN TEXTILE INDUSTRY Indian Textile Industry is one of the leading textile industries in the world. Though was predominantly unorganized industry even a few years back, but the scenario started changing after the economic liberalization of Indian economy in 1991. The opening up of economy gave the muchneeded thrust to the Indian textile industry, which has now successfully become one of the largest in the world. India textile industry largely depends upon the textile manufacturing and export. It also plays a major role in the economy of the country. India earns about 27% of its total foreign exchange through textile exports. Further, the textile industry of India also contributes nearly 14% of the total industrial production of the country. It also contributes around 3% to the GDP of the country. India textile industry is also the largest in the country in terms of employment generation. It not only generates jobs in its own industry, but also opens up scopes for the other ancillary sectors. India textile industry currently generates employment to more than 35

million people. It is also estimated that, the industry will generate 12 million new jobs by the year 2015.

COMPANY PROFILE
The shops I visited for survey were: 1. Meerass readymades 2. Woodland stores 3. Milan dresses 4. Looks 5. Sarala textiles 6. Sarala fabrics 7. K. Prabhakaran textiles 8. Praveen garments 9. V. Lakshmanan textiles 10. Basics life

LITERATURE REVIEW
The CBI MARKET SURVEY THE BODYWEAR MARKET IN THE

EU, Published on July 2009 has presented the situation that T-shirts or vests for both sexes can be used for many purposes. Functions vary from use as outerwear, especially in summer months, to use as underwear especially in winter months, to use as sports- and nightwear or even promotional function at special events. About 85% of T-shirts is made of cotton. Most body wear analyses do not include T-shirts or vests worn as underwear, because these garments are purchased specifically to be worn as outerwear. For that reason, T-shirts are not included in statistics about consumer expenditure, but are mentioned separately. North American youth and street culture fashion profile report-t-shirts profile report 2008 states thatIn many ways, knowing whats going on in the subcultures of the T-shirt industry indicate where the marketplace is headed next, how spending patterns effect other categories (because there are indicators from T-shirts

to sneaker culture and denim), and where cultural shifts within youth culture globally may take shape (as North America tends to be a leader in creative T-shirt manufacturing). T-shirts, which are often less expensive than other forms of apparel play many roles when it comes to individuals style, often leading new directions for brands, designs, marketing, distribution, and in many cases, even the launch of entirely new companies based on the success of a series of collections (i.e., Volcom, Hurley, Famous Stars & Straps, American Apparel). This section outlines key aspects in T-shirt trends and changes, including brand preferences, price points, and the changing size of the marketplace.
Judy Cohen (1992) has different between different community system

about the purchasing system. Chad Rubel (1995) has decided that behavior of market play an important role in deciding the consumer behavior of t-shirts. Helen Mundell (1994) suggested that age plays an important role for deciding the buying behavior of t-shirts. Maxine Wilkie (1995) has advocated that Demographic plays a vital role for deciding the culture of consumer. Adweek's Marketing week (1994) has given the seen of vanishing culture of housewives and replacement by working wives and their preferences towards t-shirts

RESEARCH METHODOLOGY
The research design selected for this study is exploratory. The new facts about the trends and its relationship on the consumer purchase decision were studied. The research work is intends to cover new facts about the buying behavior of consumers. The sample selected was 10. The data collection method was based on the following 1. Experienced survey 2. Questionnaire 3. Observation

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LIMITATIONS
The major limitation of the survey method is that it relies on a self-report method of data collection. Intentional deception, poor memory, or misunderstanding of the question can all contribute to inaccuracies in the data. Furthermore, this method is descriptive, not explanatory, and, therefore, cannot offer any insights into cause-andeffect relationships. The information in this survey has some limitations that must be considered when reading the data

The survey is not a representative sample of many textile shops, but only 10. The people who were approached to take this survey were all sales men and other shop authorities. Detailed datas about customers, fashion, culture, prices of t-shirts were not included as the sample was small.

These results represent a picture of those who chose to respond to the survey. The findings are just round up ideas as the survey was

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done to the sales men and shop authorities. Therefore the findings and conclusions are depended on their knowledge about the factors like trend, fashion concepts of customers etc.

FINDINGS

Top influences in buying behavior of t-shirts measures from Music, Fashion Runways, Magazines, the Streets, Stores, Internet. Culture is also one of the factors.

Youth are the major customers. The different class of life style also exhibits the response to the t-shirts. The upper class societies are more brand conscious. The middle class is more concerned about quality, whereas the lower class gives importance to price.

According to the survey the shops that offer both sports wears and casual t-shirts are less. Almost all customers are satisfied with the staffs.

CONCLUSION
Through this assignment I came to know more about the buying behavior, roles, and their preferences towards t-shirts. Also,

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1. Study of buyer roles, their behavior, factors influencing them is very essential for marketers. 2. The factors influencing buying behavior of t-shirts could be decided under the marketing strategy formulation process. 3. The culture also works in a component style. 4. The different class of life style also exhibits the response to the t-shirts.

REFERENCE
1. http://www.docstoc.com/ 2. www.scribd.com/.../The-Magic-of-Marketing-Excerpt-from-T-Shirtsand- Suits-A-Guide-to-the-Business-of-Creativity 3.http://www.mcli.dist.maricopa.edu/proj/res_meth/rmvl/survey_limits.ht ml 4. http://www.articlesbase.com/branding-articles/consumer-buyingbehaviour-681623.html 5. www.ethiopianchamber.com/LinkClick.aspx?fileticket...tabid=36... 6. http://www.proud2bindian.in/economy-india/3156-consumer-buyingbehavior.html

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