PETER England Project

CONSUMER BEHAVIOUR TOWARDS PETER ENGLAND
INTRODUCTION
SHREE MEDHA DEGREE COLLEGE, BY MAHESH B Page 1

CONSUMER BEHAVIOUR
Consumer behavior is a vital factor which must be known to marketing management

unless to marketing management has the knowledge of the factor that effects the conscious
purchasing patterns. He cannot do the best in the formation of sales polices and advertising
polices. Consumer purchasing patterns are likely to be influenced by demographic and economic
psychological and sociological factor.
Knowledge of the buying behavior of different market segments helps a sellers to selects
the most effective product designing. Price, advertising appeals, channels of distribution and
many other aspects.
To satisfy the consumer need and wants the manufacturers has to adopt many strategies among
them the main three orientation are.
1. Sales orientation.
2. Product orientation.
3. Consumer orientation.
1. SALES ORIENTATION:
Management presumes that consumer will
not buy the product unless there is a substantial promotional and
selling effects. This approach is based on the principle, “If u can make it, I can sell it.”
Emphasis was an advertisement promotional personal selling and point of purchase
displays..

2. PRODUCT ORIENTATION:
It has been characterized by the result of industrial resolution i.e., of
electricity increased transportation facilities, specification of labour. As a result of new
technology product on mass scale was turned out of the factor. Factories are placed in the market
place where consumer demand for manufactured goods was strong either was the era of the
product orientation and was facilitated by the scientific management movement.
3. CONSUMER ORIENTATION:
The consumer orientation arises from the “Find out what they want
and give it to them.” Accordingly product to satisfy the needs of the consumer. This actually
led to the consumer orientation..
BENEFITS OF CONSUMER ORIENTATION
1. The organization will get clean picture about the consumer likes
and dislikes where goods are produced, accordingly to the
Consumer needs.
2. Then it leads to greater efficiency, thereby increase in sales and increase in profitability.
CONSUMER BEHAVIOUR
Consumer behavior is not merely the use of goods and services to

understand the complex nature of consumer behavior its three aspects and to be examined
separately.
1. Object of consumption
2. Consumer units
3. Behavior roles.

OBJECT OF CONSUMPTION:
Most typical objects of consumption are those products, services provided by companies
individual having a profit motive.
CONSUMER UNITS:
It is sufficient to consider only individuals when discussing consumption behavior such as
limitation results in misleading estimates of actual and potential market.
BEHAVIOUR ROLES:
Consumer behavior can be broadly classified into 2 ways..:
1. By the nature of activities and process behavior rates.
2. By the underlying motives and characteristics.
All the efforts of marketers are trying to understand their buying motives,
organizing, buying behavior and working out on this suitable promotional strategies to slit
the consumer states factorization. In today’s competitive environment where companies are
adopting various methods to WOO. The prospective consumer market have to understand the
favour of all the complexities which go into the buying behavior and frame suitable
marketing program to target the market.

INDUSTRY PROFILE
COMPANY PROFILE
THEORETICAL FRAMEWORK

INDUSTRY PROFILE
History of Textile industry in India.
The archaeological surveys and studies have indicated that the people of Harrapan
civilization were familiar with weaving and the spinning of cotton for as long as four thousand
years ago. Reference to weaving and spinning materials is found in the Vedic Literature. There
was textile trade in India during the early centuries. A block printed and resist-dyed fabric,
whose origin is from Gujarat, was found in the tombs of Fostat, Egypt. This proves that Indian
export of cotton textiles to Egypt or the Nile Civilization in medieval times were to a large
extent. Large quantities of north Indian silk were traded through the silk route in China to the
western countries. The Indian silks were often exchanged with the western countries for their
spices in the barter system. During the late 17th and 18th century there were large export of the
Indian cotton to the western countries to meet the need of the European industries
during industrial revolution, apart from the domestic requirement at the Indian Ordnance
Factories.
The Textile industry was the major component of economic income in India before the English
colonies. "The hand-loom and the spinning-wheel, producing their regular myriads of spinners
and weavers, were the pivots of the structure of that society," described by Karl Marx. Due to the
abolishment of slavery in the Americas, England began to search for another source of cheap
cotton, and saw India as a ripe place for this. They convinced many farmers to switch from
subsistence farming to producing and exporting huge amounts of cotton, after a long period of
protectionism over the English textile industry. Eventually, through colonization, the traditional
method of artisan Textile production was destroyed, and replaced with large scale factory
production.

Cotton Industry
In the early years, the cotton textile industry was concentrated in the cotton growing belt of
Rajasthan, Maharashtra and Gujarat. Availability of raw materials, market, transport, labour,
moist climate and other factors contributed to localization. In the early twentieth century, this
industry played a huge role in Bombay's economy but soon declined after independence. While
spinning continues to be centralized in Maharashtra, Gujarat and Tamil Nadu, weaving is highly
decentralized. As of 30 September 2013, there are 1,900 cotton textile mills in India, of which
about 18% are in the private sector and the rest in the public and cooperative sector. Apart from
these, there are several thousand small factories with three to ten looms.
India exports yarn to Japan, United States, United Kingdom, Russia, France, Nepal, Singapore,
Sri Lanka and other countries. India has the second-largest installed capacity of spindles in the
world, with 43.13 million spindles (30 March 2011) after China. Although India has a large share
in world trade of cotton yarn, its trade in garments is only 4% of the world's total.
Company Profile
Peter England was founded in 1889; Londonderry, Ireland to provide British soldiers with
fine Khaki trousers during the Boer War. More than a century later, Peter England made its
foray into the Indian market in 1997.
The brand was acquired by Aditya Birla Group in 2000 and quickly went on to become
India’s Leading Menswear Brand. The brand was listed in top 5 most trusted brands in
apparel category for 7 consecutive years. And keeping in sync with the youth, Peter England
offers apparel that cater to every fashion occasion of a young professional’s life
With a staunch belief in authenticity, Peter England has become one of the most trusted and
responsible international brands, providing unmatched value to young Indian men. With a
strong foothold in formal and causal menswear segments, Peter England also offers
innovative collections in denims, linen, festive wear, Indies kurtas, accessories, and more.

Core value, mission and vision of the brand:

The brand's vision is to become the most loved apparel brand of India offering clothes and
accessories of unmatched value, to help young consumers realise their full potential. Its core
values lie in its goal to be its consumers' preferred choice while being the country's most trusted
as well as the most exciting brand to be present in the retail sector.
The brand's USP:

Peter England, specifically PE Jeans, is imagined and built on three basic philosophies:
sustainability, fusion and fashion. Peter England sensitises fashion and evokes an emotion that
truly symbolises the brand as most exciting as well as most trusted amongst consumers in the
readymade apparel category.
First to the brand's credit:

In its journey of 17 years in India, Peter England has registered many firsts to its credit. Peter
England was the first mid-priced menswear apparel brand in India. The brand was one of the first
to introduce wrinkle-fret shirts and trousers with adjustable waistbands. English Cottons, one of
Peter England's first signature collections, made up of premium cotton blends, found immediate
acceptance with consumers. It is also the only brand in India to have a design patent for one of its
own products - Cordeans, by PE Jeans. Cordeans is a hybrid between corduroy and jeans. This is
indeed a 'first' not only to the brand's credit but a first in the retail industry as a whole. Peter
England's innovative Oxygeans saves 80 litre of water during its production phase and it has
several awards and accolades to its credit. Razor sharp is a hugely popular shirt from the brand's
stable. The product is a formal shirt with extremely sharp and crisp stripes like none other. This
sharp nature of stripes is achieved by a special technique of weaving. Among others, the brand
has at quick intervals launched innovative products for specific occasions, such as Aqua Tech
shirts (it keeps the wearer cool and comfortable due to a unique enzyme wash), Smart Pants (a
collection of trousers with smart features like anti-wrinkle, water resistance and anti-microbial

wash among others and N9 finish on jeans (which keeps the jeans free from odour and
microbes).
Awards and achievements registered by the brand:

The brand started 2014 with 3 consecutive wins at the most prestigious awards in the retail
industry. These included Gold for the 'Best Store Front' and 'Best Store Front Signage', along
with a Merit 2 for 'Western Fashion Apparel - Specialty Store' at the visual merchandising and
Retail Design (VM&RD) awards, 2014. The brand was also awarded winner of the 'Images Most
Admired Fashion Design Concept of the Year' for its innovative product 'Oxygeans' at the
Images Fashion Awards 2014, held in Mumbai. Peter England was also awarded the most trusted
brand award by ET for 6 consecutive years and the most exciting brand by ET for 2 years in a
row.
Target consumers:
As the brand has a diverse range of products in its portfolio, they meet the needs of a wide
variety of audience. The target audience of the brand would stand as: PE Jeans & Casuals: They
are between 18-25 years. Peter England Traditions & Ethnic: It is for the 25-30 years customers.
Elite & Elite Sport: This targets 30 years and above customers.
Product assortment:
It provide its customers a diverse collection along with unique innovations. Championing the
concept of 'Young Formals' - smart and stylish formalwear for young men in the early years of
their career - Peter England has collection that comprises a diverse range of casuals, semi-
formals, wedding and ethnicwear (suits and blazers, and partywear) among various others. In
addition, Peter England' Elite and Elite Sport collection is a range that exudes confidence and
authority and is meant for the suave and the sophisticated.
Most iconic collection from the brand:

One of the most iconic collections from Peter England is the Oxygeans collection, which is an
eco-friendly line of jeanswear that saves approximately 80 litres of water, per pair through

indigenously developed washing methods. The same product was recognised as the winner of the
'Images Most Admired Fashion Design Concept of the Year', earlier this year.
Top advertising campaigns from the brand:

Peter England has been associated with quite a number of celebrities ever since its launch in
India. Parvin Dabbas and Shiney Ahuja were among the first faces of the brand in the country.
Since then, the brand has formed associations with MS Dhoni and the team of Chennai Super
Kings and Siddharth. Kareena Kapoor Khan was also associated with Peter England when the
brand launched the suits for the first time in early 2004.
Total no. of Exclusive Business outlet

The brand has over 600 EBOs currently.
Total no. of Management by objectives and Large format store:
The brand has more than 2,000 MBOs in its network. The brand also has presence in over 300
shop-inshops in key large format stores like Max, Reliance Trends, Central, Pantaloons and
family-owned large format stores.
Online retail:
Peter England market their products through their in-house fashion portal trending and through
leading portals like Myntra, Flipkart and Snapdeal. The brand inspires visitors on the online
space with PE styling and showcases the best of PE products on the medium. The brand has
strengthened its social media presence engaging and conversing real-time with customers and
creating and fostering inspirational stories. It has been conversing, engaging and educating
customers about what Peter England is all about. Furthermore, with brands constantly looking
for ways to connect with their target audience and engage with them. By actively involving their
consumers on social media, Peter England has been able to create a two-way communication
system, which connects the brand with its target audience in a better way, resulting in an
enhanced consumer experience. The perfect example for the above is #Tweeta Goal where Peter
England invited fans to play the world's first game of football on Twitter. A platform where style

met passion, the concept was so unique and engaging that it started trending on trendsmap within
a day itself! With double fun and excitement, this contest showed that by thinking out of the box
one could really get people to connect and engage with the brand on a different level. Following
an initial buzz about the campaign, a micro site was launched that gave the details on how to
play besides telling about winning goodies and the list of winners. To stimulate the actual
intensity of a football match, 'on field' rules were replicated on the online space as well. This
activity received overwhelming response from the audience and the brand successfully used this
medium to win over its target consumers across the country. The brand went out the extra mile to
create a real life experience, which truly was a 'goal in one'! The site saw a high level of interest
and involvement from the audience as a total impression of 26.7 million and a total reach of 5.17
lakh was reached. The love and enthusiasm that was received by the fans was overwhelming as
the virtual presence of the game was so lifelike, that people felt they were actually playing on the
field! Export markets for the brand include many Middle East countries like Dubai, Bahrain,
Quwait, Doha, Saudi Arabia as well as SAARC countries like Sri Lanka and Nepal. The brand
has about 50 shop-inshops in these markets.
Market share and future aspirations:

The brand sells about half a million denims per year and it plans to take it up to a million in the
next 2-3 years.
Green initiatives:
Peter England was one of the first brands in the country to create 'Sustainable Jeans Fashion'; its
Oxygeans has been a part the portfolio for over 5 seasons now. It sold 62,748 Oxygeans in 2013,
and saved 13,26,101 gallons of water, making it a one of a kind of achievement.
Expert take on the Indian denim market:

The denim market specifically is growing at 50-60 percent year-on-year and is a category that
continues to expand. As the market increasingly moves towards casuals and denims, PE Jeans
has helped reach out to the younger working professionals of India. At Peter England, the team
believes that jeans is not only the most exciting but the fastest growing lifestyle evolution.

Trends for the upcoming season:

The Autumn-Winter '14 collection is built around the theme 'Young India' or 'India Cool'. With
its cool and refreshing look, the collection promises to be as quirky, fun and original as the brand
itself.

SWOT ANALYSIS OF PETER ENGLAND
Strengths:
1. The brand offers Work appropriate clothing catering to office going men who prefer a sense of
style in their clothing.
2. It was voted among India's Most Trusted Apparel Brands.
3. Premium fashion and international fashion also available in the Middle East.
4. Clothes for a verity of occasions like formals, parties and Marriages are available.
5. One of the largest menswear brand in India with nearly 6 million garments sold every year.
Weaknesses:
1. Global penetration is limited as compared to a few other international brands.
2. Presence of Indian and international brands offers more offering to customers therefore high
brand switching.
Opportunities:
1. Can diversify into Indian wear as well.
2. Can diversify into higher priced apparel segment or textiles 3. Increase global reach would be
beneficial for brand growth.
Threats:
1. New brands coming in pose major threat because of similar pricing
2. Similar patterns and verity available at lesser price with other brands or local market
3. Cheaper imitations are a cause of worry.

THEORETICAL FRAMEWORK
CONSUMER BEHAVIOR
The behaviour that consumers display in searching for, purchasing, using,

evaluating, and disposing of products and services that they expect will satisfy
their needs.
Consumer behaviour is the study of when, why, how, and where people do or do
not buy a product. It blends elements from psychology,sociology, social
anthropology and economics. It attempts to understand the buyer decision making
process, both individually and in groups. It studies characteristics of individual
consumers such as demographics and behavioural variables in an attempt to
understand people's wants. It also tries to assess influences on the consumer from
groups such as family, friends, reference groups, and society in general.
Customer behavior study is based on consumer buying behavior, with the customer
playing the three distinct roles of user, payer and buyer. Relationshipmarketingis
an influential asset for customer behavior analysis as it has a keen interest in the re-
discovery of the true meaning of marketing through the reaffirmation of the
importance of the customer or buyer. A greater importance is also placed on
consumer retention, customer relationship management, personalization,
customization and one-to-one marketing. Social functions can be categorized into
social choice and welfare functions.

Consumer Buying Decision Process
1. Buying roles
1. Initiator
2. Influencer
3. Decider
4. Buyer
5. User
2. Buying behaviour
Complex buying behaviour

Dissonance-reducing buying behaviour
Habitual buying behaviour
Variety-seeking buying behavior

3. Buying decision process

◼five stages in the consumer buying process
◼the amount of time spent in each stage varies according to several factors
Need Recognition
◼ Need/Problem Recognition :can be triggered by internal or external stimuli
needs become wants, which lead to behavior
◼Marketing stimuli can stimulate a desire for information

Information Search
◼Sources of information:
1. Internal Sources
2. Personal Sources
3. External Sources
◼Time, effort and expense dedicated to information search depends on:
1. Degree of risk involved in the purchase
2. Amount of expertise with the product category
3. Actual cost of the search
4. A narrowed down set of alternatives that the customer is considering
Evaluation of Alternatives
◼Customers evaluate products as bundles of attributes
1. Brand attributes
2. Product features
3. Aesthetic attributes
4. Price
◼Customers place different levels of importance on attributes
◼Important considerations in the evaluation stage:
1. Products must be in the evoked set
2. Consumers’ choice criteria must be understood
3. Marketing programs must be designed to influence consumers’ opinions about

product or brand image

Purchase Decision
◼Purchase intention and the act of buying are distinct concepts
◼Potential intervening factors between intention and buying (car example):


1. Unforeseen circumstances
2. Angered by the salesperson or sales manager
3. Unable to obtain financing
4. Customer changes mind
5. Product availability
◼Key issues in the purchase decision stage:

Possession utility
Post purchase Evaluation

◼Four possible outcomes in the post purchase stage:
(1) Delight
(2) Satisfaction
(3) Dissatisfaction
(4) Cognitive Dissonance
◼Firm’s ability to manage dissatisfaction and cognitive dissonance is:
1. A key to creating customer satisfaction
2. A major influence on word-of-mouth communication

RESEARCH METHODLOGY
CONSUMER BEHAVIOUR TOWARDS PETER ENGLAND:
Meaning and Definition:

Consumer behaviour is the study of how individual customers, groups or organizations
select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants.
It refers to the actions of the consumers in the marketplace and the underlying motives
for those actions.
Marketers expect that by understanding what causes the consumers to buy particular
goods and services, they will be able to determine—which products are needed in the
marketplace, which are obsolete, and how best to present the goods to the consumers.
ADVERTISEMENTS:
The study of consumer behaviour assumes that the consumers are actors in the
marketplace. The perspective of role theory assumes that consumers play various roles
in the marketplace. Starting from the information provider, from the user to the payer
and to the disposer, consumers play these roles in the decision process.The roles also
vary in different consumption situations; for example, a mother plays the role of an
influencer in a child’s purchase process, whereas she plays the role of a disposer for the
products consumed by the family.

OBJECTIVES
The aim of this report is to put into perspective the functional values of branding as well as
assess its role in the consumer purchase decision-making process.
• Understanding the concepts of branding and consumer behavior.
• To study the effect of brands on consumer buying behavior in relation to Readymade garments.
• To analyze the branding strategies adopted by some of the companies in the readymade
garments to woo the consumers into buying their products.
• To identifies whether customer will stick to the brand or switch to another brand.
RESEARCH DESIGN
Research refers to a search for knowledge. It is a systematic method of collecting and recording
the facts in the form of numerical data relevant to the formulated problem and arriving at certain
conclusions over the problem based on collected data.
Thus formulation of the problem is the first and foremost step in the research process followed
by the collection, recording, tabulation and analysis and drawing the conclusions. The problem
formulation starts with defining the problem or number of problems in the functional area. To
detect the functional area and locate the exact problem is most important part of any research as
the whole research is based on the problem.
SAMPLE SIZE
The researcher selected 50 respondent for this study.

DATA COLLECTION
One of the important tools for conducting marketing research will be the availability of necessary
and useful data. Data collection will be in many ways more of an art that a finds. Sometimes the
data are available readily in one form of the others and sometimes they are to be collected as
fresh.
Mainly data can be collected using two methods.
i Primary data
ii Secondary data
PRIMARY DATA
• • Consumer survey on the effects of brands on their buying behavior.
• • The data will collect from the customer through methods like
• a) Survey method
• b) Experience methods
• c) Observation methods
SECONDARY DATA
a) Articles in newspaper , Magazines, Internet.
b) Study Report from Internet
ANALYSIS PATTERN
The collect data will be analyse using statistical tools of data analysis like grap, table, pie chart,
bar chart etc.
Scope of study

FOCUS OF THE STUDY
In order to make this project beneficial, the researcher focused on the followings aspects:
• Set a valid and sustainable research question in order to achieve a non-bias and accurate
understanding on the topic in question;
• Present the key concepts behind branding, its values and its usage in modern day marketing
campaigns by reviewing current literature pertaining to the subject matter;
• Determine whether a correlation between consumer identities and perceived brand identities is
present;
Determine the impact of branding on the consumer purchase decision-making process.
LIMITATIONS OF THE PROJECT
The limitations of the study are as follows:
• The project did not cover the effect of branding on a very large scale. Only a small population
was studied, which may not be enough to show correct picture.
• Enough care was taken in formulating the questionnaire, still some error might creep in.
• The personal opinion of the person might affect the finding this study.
• One of the important limitation of the study was lack of time as the respondent to the study was
vast in size.
• The resreacher had also found difficulty in getting some information, which the respondent
were not interested to gave.

CHAPTER-4
DATA ANALSIS AND INTERPRETATIONS

Q.1. Do you know about Peter England?
Table No. 1
S.No Options Percentage
1. Yes 90%
2. No 10%
Graph No. 1
00
10%
Yes
No
90%
INTERPRETATION
Above pie chart shows that 90% of the respondent know about Peter England but 10%
respondents don’t know about Peter England.

Q.2. Do you use any product of Peter England?
Table No. 2

1. Yes 85%
2. No 15%
Graph No. 2
0 0
45%
55% Yes
No
INTERPRETATION
Above pie chart shows that 55% of the respondent use the product of Peter England but 45%
respondent do not use the product Peter England

Q.3. Which factor attract you to buy the Peter England wear?
Table No. 3

1. Quality 20%
2. Price 50%
3. Brand image 30%
Graph no. 3
20%
30%
Quality
price
brand
50%
INTERPRETATION
Above pie chart shows 20% of the respondents think that product design attract the customer
buying the Peter England wears, 50% respondents think that price attract the customer buying
the Peter England wears and 30% respondents think that quality attract the customer buying the
Peter England wears……………………..

Q.4. What features of Peter England you like the most ?
Table No. 4

1. Reliability 25%
2. Price 45%
3. Quality 30%
Graph no. 4
30% 25%
reliability
price
quality
45%
INTERPRETATION
Above pie chart shows that 45%of the respondents think that Price, attract the customer in
buying the Peter England wears,25% respondents think that reliability attract the customer in
buying the Peter England’s wears and 30% respondents think that quality attract the customer in
buying the Peter Englands wears.

Q.5. What factor would you recommend to change in it ?
Table No. 5
1. Price 30%
2. Quality 40%
3. Other factor 30%
Graph No. 5
0
30% 30%
price
quality
other factor
40%
INTERPRETATION
Above pie chart shows 30% of the respondents would recommend price factor, 40% would
recommend quality factor and 30% respondents would recommend other factor.

Q.6. In your opinion does the Peter England wears show the social status of a
person?
Table No. 6
1. Yes 60%
2. No 40%
Graph No. 6
0 0
40%
yes
60%
no
INTERPRETATION
Above pie chart shows that 60% of the respondents says that the Peter England wears shows the
social status and 40% says no .

Q.7. How did you come to know about new arrivals of Peter Englands ?
Table No. 7

1. Television 45%
2. newspaper 25%
3. magazine 20%
4. Other sources 10%
Graph No. 7
10%
television
20%
45%
newspaper
magazine
other sources
25%
INTERPRETATION
Above pie chart shows that 45% of the respondents come to know about new arrivals through
television, 25% by newspaper, 20% by magazine and 10% by other sources.

Q.8. What is your perception about Peter England?
Table No. 8

1. Good 30%
2. average 60%
3. Bad 10%
Graph no. 8
0
10%
30%
good
60% average
bad
INTERPRETATION
Above pie chart shows that 60% of the respondents perception is good, 30% bad and 10%
average.

Q.9. In your opinion what is the image of Peter England as compare to another brand?
Table No. 9

1. Positive 65%
2. negative 35%
Graph No. 9
00
35%
positive
negative
65%
INTERPRETATION
Above pie chart shows that 65% of the respondents think that the image of Peter England is
positive and 35% think that it is negative as compared to another brand.

Q.10. Which brand according to you is giving the most competition to Peter England?
Table No. 10

1. Armani 50%
2. Monte carlo 50%
Graph No. 10
0 0
50% 50%
Armani
monte carlo
INTERPRETATION
Above pie chart ahows that 50% of the respondents says that peter England is giving most
competition to the Peter England and 50% says that Monte carlo is giving more competition.

Q.11. Are you satisfied with the Peter England product ?
Table No. 11

1. Yes 70%
2. No 30%
Graph No. 11
00
30%
yes
no
70%
INTERPRETATION
Above pie chart shows that 70% of the respondents are satisfied from the Peter England product
and 30% respondents are not satisfied.

FINDINGS AND SUGGESTIONS/RECOMMENDATIONS AND

CONCLUSIONS

FINDINGS
 Maximum numbers of respondents use Peter England wear.
 The sources by which the maximum numbers of respondents come to know about Peter
England wear through TV. And news paper.
 Almost all the respondents are the loyal customer of Peter England wear.
 Maximum numbers of respondents are satisfied by the Peter England wear.
 Most of the respondents says that performance of Peter England wear is average.
 According to the respondents the image of Peter England is positive.

SUGGESTIONS
 Peter England wear should increase its awareness among people as the competition is
increasing day by day.
 Peter England should give more emphasis on new generation as they have much concern
towards their garments and can be their prospective customers.

CONCLUSION
This report is based on study the consumer behavior towards Peter England’ wear at Ballari
city. The main aim of the project was to understand people and their Preference towards Peter
England wear. Most the people like and prefer Peter England’s shirt & trousers due to its quality
and its good brand image .People use Peter England product because it has certain image in the
minds of people and they think that by wearing Peter England’s product their standard of living
will enhanced. By this report it can be said that most of the respondents comes to know about
the Peter England product by television advertisement and the customers of Peter England
remain faithful to the company because the products of it provide high quality.

BIBLIOGRAPHY
 WWW.PETERENGLAND.COM
 WWW.WIKIPEDIA.COM
 WWW.SCRIBD.COM

ANNEXURE
QUESTIONNAIRE
Name:-………………..
Gender:-………………
Occupation:-………….
Location:-…………….
Contact no:-…………..
Q.1. Do you know about Peter England?
a. Yes b. No
Q.2. Do you use any product of Peter England?
a. Yes b. No
Q.3. Which factor attract you to buy the Peter England wear ?
a. Product design b. Price
c. Brand
Q.4. What features of Peter England you like the most ?
a. Reliability b. Price
c. Quality
Q.5. What factor would you recommend to change?
a. Price b. Quality
c. Other factor
Q.6. In your opinion does the Peter England wear show the social status of a
person?
a. Yes b. No

Q.7. How did you came to know about new arrivals ?
a. Television b. News paper c. Magazines d. Other sources
Q.8. What is your perception about Peter England?
a. Good b. Average c. Bad
Q.9. In your opinion what is the image of Peter England as compare
to another brand?
a. Positive b. Negative
Q.10. Which brand according to you is giving the most competition to
Peter England?
a. Peter England b. Monte Carlo
Q.11. Are you satisfied with the Peter England wear?
a. Yes b. No

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CONSUMER BEHAVIOUR TOWARDS PETER ENGLAND

SHREE MEDHA DEGREE COLLEGE, BY MAHESH B Page 1

Consumer behavior is a vital factor which must be known to marketing management

SHREE MEDHA DEGREE COLLEGE, BY MAHESH B Page 2

BENEFITS OF CONSUMER ORIENTATION

Consumer behavior is not merely the use of goods and services to

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History of Textile industry in India.

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Core value, mission and vision of the brand:

The brand's USP:

First to the brand's credit:

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Awards and achievements registered by the brand:

Most iconic collection from the brand:

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Top advertising campaigns from the brand:

Total no. of Exclusive Business outlet

Total no. of Management by objectives and Large format store:

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Market share and future aspirations:

Expert take on the Indian denim market:

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Trends for the upcoming season:

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SWOT ANALYSIS OF PETER ENGLAND

2. It was voted among India's Most Trusted Apparel Brands.

1. Global penetration is limited as compared to a few other international brands.

1. Can diversify into Indian wear as well.

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The behaviour that consumers display in searching for, purchasing, using,

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Consumer Buying Decision Process

Complex buying behaviour

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3. Buying decision process

◼Marketing stimuli can stimulate a desire for information

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◼Time, effort and expense dedicated to information search depends on:

1. Degree of risk involved in the purchase

2. Amount of expertise with the product category

3. Actual cost of the search

4. A narrowed down set of alternatives that the customer is considering

◼Customers place different levels of importance on attributes

◼Important considerations in the evaluation stage:

1. Products must be in the evoked set

2. Consumers’ choice criteria must be understood

3. Marketing programs must be designed to influence consumers’ opinions about

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◼Potential intervening factors between intention and buying (car example):

2. Angered by the salesperson or sales manager

3. Unable to obtain financing

4. Customer changes mind

◼Key issues in the purchase decision stage:

Post purchase Evaluation

(4) Cognitive Dissonance

◼Firm’s ability to manage dissatisfaction and cognitive dissonance is:

1. A key to creating customer satisfaction

2. A major influence on word-of-mouth communication

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CONSUMER BEHAVIOUR TOWARDS PETER ENGLAND: