Project of Consumer Perception on Branded Shirts

CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS A DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF MBA DEGREE OF BANGALORE UNIVERSITY. SUBMITTED BY VIKRANT JAGANNATH Reg. No – 04XQCM6118 UNDER THE GUIDANCE OF PROFESSOR JAI RAJ NAIR M. P. BIRLA INSTITUTE OF MANAGEMENT (ASSOCIATE BHARATIYA VIDYA BHAVAN) BANGALORE – 560001 1 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. DECLARATIONI hereby declare that the research work embodied in this dissertation entitled CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS † has been carried out by me under the guidance and supervision of Professor Jai Raj Nair, M. P. B. I. M. , Bangalore. I also declare that this dissertation has not been submitted to any University or Institution for the award of any Degree or Diploma. Place: Bangalore Date: 2nd June 2006 VIKRANT JAGANN ATH (O4XQCM6118) 2 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.CERTIFICATE I hereby certify that the research work embodied in the dissertation entitled â€Å"CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS † has been undertaken and completed by Vikrant Jagannath under my guidance and supervision. I also certify that he has fulfilled all the requirements under the covenant governing the submission of dissertation to the Bangalore University for the award of MBA degree. Place: Bangalore (Prof. Jai Raj Nair) nd Date : 2 June 2006 3CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. CERTIFICATE I hereby certify that this dissertation is an offshoot of the research work undertaken and completed by VIKRANT JAGANNATH under the guidance of, Professor Jai Raj Nair M. P. B. I. M. Bangalore. . Place: Bangalore Date : 2nd June 2006 (Dr. N. S. Malavalli) Principal, MPBIM 4 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BR ANDED SHIRTS. ACKNOWLEDGEMENTS I am happy to express my gratitude to Dr. N. S. Malavalli, (Principal, M. P.Birla Institute of Management), for their encouragement, guidance and many valuable ideas imparted to me for my project. I extend my sincere thanks to Professor Jai Raj Nair MPBIM, Bangalore for providing me all the information required and the guidance throughout the project without which this project would not have been possible. I would also like to sincerely thank all my lecturers and my friends for their help in completing my project successfully. (VIKRANT JAGANNATH) Reg No. 04XQCM6105 5 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.EXECUTIVE SUMMARY Consumer awareness of styling issues and the convenience afforded by the ready to wear helped the readymade garment industry make small inroads into the domestic market in 1980’s. The total sales of clothing wears this fiscal which would turn out to be about 30% of the total readymade market. The b randed wear market has shown a substantial growth about 20% every year in recent times and is expected to contribute more than Rs90 billion The research was conducted on the consumers of premium branded ready made formal shirts in the city of Bangalore.The research due to the constraints of place, Time and Financial and other resources was restricted to Bangalore City alone. The research is aimed at understanding the following aspects related to Consumer Perception and Brand Preference For Premium Branded Readymade Formal Shirts. This project deals with the customers personal aspects like occupation sex age group . It also deals with the customers personality like the newspapers magazines and various factors that influence him while making a purchase of a formal shirt. It includes comparison of ix brands namely Van – Heuisen, Louis Phillipe, Arrow, Allen Solly, Zodiac and Park Avenue. The methodology followed is questionnaire method with a total sample size of 50 respondents, The data is tabulated and graphically represented through histograms, pie-charts, line graphs etc. Findings and recommendations are listed at the end of this project. 6 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. FUTURE SCENARIO OF INDIAN TEXTILE INDUSTRY The agreement on textiles and clothing would cease to exist from DEC. 31 2004 and textiles would be integrated into the WTO.This will change the contours of the global textile trade as the key markets would be up for grabs for those supplying countries that have the competitive advantage. The textile manufactures worldwide are gearing up to face the post-2004 challenges. The Indian textile and clothing industry, undoubtedly a global textile powerhouse hither to constrain by the quotas, is expected to emerge stronger. It is expected by 2010, the Indian textile and apparel industry can achieve a potential size of $ 85 billion from the current size of $ 36 billion. With a projected increase in per capita cons umption from 19 meters to 32 meters, the domestic market potential would be $45 billion. ? On the domestic front, the fast growing economy and even faster growing middle class with higher disposable income have the potential to drive per capita consumption level increases and stimulate an 8% volume growth and an 9% value growth. ? Nearly 60% of the exports would comprise garments. ? Over 35%of India’s exports would be from textiles. ? Over 12 million new jobs would be created- 5 million jobs through direct employment in textile industry and another 7 million jobs in allied sectors. CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. India has all the key ingredients required to take advantage of the emerging opportunity. In segments like cotton textiles, India’s position is much stronger. The centre has initiated technology mission on cotton to improve productivity, Quality of cotton and to reduce cost of cultivation to make cotton cultivation remunera tive to farmers. A well-defined strategy will enable the textile industry to shift focus to value added products. The greatest value addition in the textile value chain s generated in the apparel segment. Apparel would therefore need to be the main thrust segment. The focus on value addition will also automatically ensure development and growth of upstream segments of the textile value chain. Processing is the weakest links in the entire textile value chain though it is a critical segment that determines the quality of the fabric or apparel. The government should create an enabling environment conductive to attracting large investments. It should focus and removing the system anomalies, develop infrastructure capabilities, develop port nfrastructure to handle large containerized vessels and continue to pursue reforms in the power sector at a faster pace to enable textile industry to get quality power at competitive tariffs visa vise competing countries like China and Pakistan†¦ Etc. In India, power cost is as high as 15% for spinning mills where as in neighboring competing countries it is around 7%. Unless government takes immediate measures to improve on this fronts textiles will suffer badly in years to come. The expansions are happening in keeping with the new projects coming up in weaving and processing. The spring 8CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. spinning capacity is likely to go up at least 1. 3 to 1. 4 millions spindies by next year. The cotton-spinning sector is also moving into value added yarns mercedised yarns, compact yarns, dyed yarns. The production of the value added yarns will go up to 50% of the total yarn production in the coming three to four years. There is no doubt that the textile industry is going to be a sunrise industry in post MFA (Multi Fibre Agreement) era. 9 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. THE READY-TO-WEAR REVOLUTIONTraditionally, Indian’s prefer custom made clothing and the concept of readymade is relatively recent one. the customized tailoring units were localized to the township or city that they were located in and catered exclusively to the domestic demand. Consumer awareness of styling issues and the convenience afforded by the ready to wear helped the readymade garment industry make small inroads into the domestic market in 1980’s. A growing share of younger consumerism the spending population, who are most open to converting to ready to wear, fueled the growth of the readymade garment industry in subsequent years.Increasing exposure to various media also provided an impetus in terms of greater access to fashion trends from outside the country. At the manufacturing end, improvements in the availability and quality of fabrics for apparel assisted in catering to the growing demand. 10 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. THE BRANDED WEAR MARKET The total sales of clothing wears thi s fiscal which would turn out to be about 30% of the total readymade market. The branded wear market has shown a substantial growth about 20% every year in recent times and is expected to contribute more than Rs90 billionTRENDS IN THE READY TO WEAR MARKET The overall men’s wear market is growing at 6% in the premium segment. Total men’s wear consumption in 2003-2004 is likely to be around 1405 million pieces of which 845 million (61%) will be ready-mades and 551 million (39%) will be tailor-made. 11 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. INTRODUCTION TO MARKETING CONCEPT Marketing is a comprehensive term and it includes all resources and a set of activities necessary to direct and facilitate the flow of goods and services from the producer to the consumer in the process of distribution.Therefore marketing as a functional area of management is becoming increasingly important as compared to other fields. In management, all decisions in moder n business organization revolve around the marketing information. In modern business organization finance, personnel, production and R&D might be the door to success but marketing is the key with turns the lock. Consider any business decision, we find the critical input needed for this purpose in the marketing information. This information can be collected and utilized using marketing research techniques.MEANING AND DEFINITION OF MARKETING RESEARCH The term marketing research is a systematic gathering, recording and analyzing of data about problems connected with the market place i. e. , problems relating to the product, price, promotion and physical distribution of the marketing mix. Philip Kotler the marketing guru defines marketing research as â€Å"Marketing research is a systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situations facing the company†. 12CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. OBJECTIVES OF MARKETING RESEARCH ? Marketing research is used in the formulation of all marketing plans, policies, programs and procedures. ? It is employed for evaluation of these plans, policies†¦ Etc when they are brought into practice. ? It is used in reducing and minimizing all marketing costs, particularly selling, advertising, promotion and distribution costs. ? Programs of marketing research incidentally provide insurance cover for the survival and growth of the business in a dynamic economy. Marketing management through research can bring about the sale of the right product, through right channels to the right customers at the right places, at the right prices by evolving right plans, polices, and programs with the help of the right personnel. ? The main objective of marketing research is to enable the manufacturers to make goods acceptable and saleable and to see that they reach the market more easily, quickly, cheaply and profitable with out sacrificing the c onsumer interest. 13 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.MARKETING RESEARCH PROCESS EFFECTIVE MARKETING RESEARCH INVOLVES FIVE STEPS: Defining the problem and research objectives. Developing the research plan. Collecting the information. Analyzing the information. Presenting the findings. MANAGEMENT’S USE OF MARKET RESEARCH Inspite of the rapid growth of marketing research, many companies still fail to use it efficiently. Several factors that stand in the way of its greater utilization are: ? A narrow conception of marketing research. ? Uneven caliber of market research. ? Late and occasional erroneous findings by marketing research. Intellectual differences. 14 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. A BRIEF INTRODUCTION Madura Garments established in 1988 as a part of Coats Viyella's (U. K) garment division. In December 1999, Indian Rayon and Industries Ltd. an Aditya Birla group company acquired Madura Garments. Madura Garments is one of the fastest growing branded apparel companies with a turnover of Rs. 395 crore at a blistering growth rate of over 30% per annum. Madura Garments is the undisputed leader in high quality readymade Menswear industry in South Asia. 15CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. The chronological developments listed below weave its success story 1989: Louis Philippe launched – The first national up market men's shirt. 1990: Launch Of Van Heusen – It was positioned as international corporate wear. 1993: Allen Solly Launched – Introduced the Friday Dressing concept. 1996: Launch Of Peter England – Became the largest selling shirt brand in South Asia. 1998: San Frisco Launched -Launched as the Great Trousers that last. 2000: Trouser Town – The Retail Concept store was launched as the â€Å"Readymade Trouser Expert. 2000: Elements, casuals from the House of Peter England was launched. 2001: Planet Fashion s launched -Mega store for Menswear – housing all Madura brands. MISSION To continuously enhance leadership position in the branded ready-made apparel market by marketing brands that continuously provides the Best Value to consumers in terms of fashion, design, quality, availability & image. To continue to be South Asia's leading clothing company by sustaining world-class standards of quality, customer service and design. 16 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.VALUES Competitive Ability Quality Service & Value Taking Advantage of Change Committed People Clear Objectives Simple Organization Openness Responsibility/Empowerment Premium brands under MADURA GARMENTS Louis Philippe Van Heusen Allen Solly 17 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. Madura Garments was the first to launch an International menswear brand label in South Asia when it launched Louis Philippe in 1989. Louis Philippe has the distinction of being t he first to introduce in India, a super premium segment in the readymade hirt industry. Louis Philippe's range of superbly crafted garments makes an exclusive fashion statement that is accepted as the Ultimate Status Symbol, recognized by the unique identifier, â€Å"The Upper Crest†. 18 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. Van Heusen was introduced in 1990, a brand targeted at Corporate Executives. Very soon, it became the preferred corporate wear, redefining corporate attire through constant product innovations and collections. 19 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.The Allen Solly brand has been in existence since 1744 and is currently a trademark of William Hollins & Co. Ltd. , England. Through association with Friday Dressing in India, this International brand is today the symbol of a genre that has rescued business dressing from a dip in corporate starch. For the soul that questions corporate formality, the brand provides a well-dressed way out. 20 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. A BRIEF HISTORY Incorporated in 1925, the Raymond Group is a Rs1400 crore plus conglomerate having businesses in Textiles, Readymade Garments, Engineering Files &Tools, Prophylactics and Toiletries. The group is the leader in textiles, apparel, & files & tools in India and enjoys a pronounced position in the international market. Raymond believes in Excellence, Quality and Leadership. Raymond Apparel Ltd. has three highly regarded menswear brands in its folio: Park Avenue, Parx & Manzoni. 21 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. The most respected brand in the formal menswear category in India. A trendsetter ever since its launch, Park Avenue's innovations in design, styling, colours and fashion has always been the benchmark for other brands.Park Avenue is the only brand that provides complete wardrobe solutions for men. With its unique colle ction of suits, jackets and trousers, Park Avenue has successfully addressed the needs of the corporate czar. The Park Avenue product portfolio includes: Shirts ? Trousers ? Suits ? Jackets ? 22 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. Park Avenue shirts cover the widest spectrum of colours, fabrics and designs made in 100% cotton as well as cotton blends. Park Avenue shirts comes in a range of solid shades in plain and twill weaves as well as checks and stripes in white- and colour-based designs.Classically designed shirts with regular collar, button down collar and cutaway collar options complete this very exquisite range. Sub-brand Park Avenue Platinum occupies the top position in upper-crust clothing. These are 100% cotton shirts in contemporary designs available in the latest and trendiest international pattern and styles. New collections under Park Avenue The Classic Dress Shirt Fine Tech Shirts Evening Wear shirts Leisurewear shirts 100% wrinkle fr ee shirts 23 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.A BRIEF HISTORY The company started business with export of readymade garments to Europe in the early '60s, which included mainly ties and shirts. For many decades, Zodiac has been synonymous with ties. The business of ties is a high fashion business and Zodiac has taken this to new highs in India and across the globe. In fact, one can say that in India Zodiac is generically associated with ties. Following Zodiac's huge success with ties, the company entered the arena of men's accessories with Cuff links, Belts, Wallets and Handkerchiefs.In 1973, Zodiac had a stand-alone exclusive shirt shop in Hotel Taj in Mumbai. The company then entered the domestic shirt segment in late '80s. Shirts and ties being the main areas of focus. In addition to the above products, Zodiac has today added quality trousers in its arsenal and with their new brand ZOD! Have opened up a whole new segment in the country- â€Å"Cl ub wear†. 24 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. ZODIAC SHIRTS Zodiac is one of the largest shirt companies in the world and sells quality shirts to the best stores across the globe.Zodiac has been a quality manufacturer of fashion garments for the last 47 years and is considered to be one of the finest quality shirt makers. All shirts are made from the finest fabrics sourced worldwide to give quality, value for money products. Zodiac shirts offer quality at affordable prices ranging from Rs545 to Rs2,200. Zodiac has also being awarded the Most Admired Neckwear Brand Award of the year at the prestigious ‘Images Fashion Awards 2000†². Zodiac, is today, the largest selling shirts & tie brand at Shopper's Stop according to Brand Equity (The Economic Times) 5 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. A BRIEF HISTORY The Arvind Mills Limited is the flagship company of Rs. 20 billion (US$ 550 million) of the Lalb hai Group. The Lalbhai Group, founded by three Lalbhai brothers-Kasturbhai, Narottambhai and Chimanbhai in 1908, has grown to become one of India's most diversified business houses, with a significant presence in the textiles, ready-to-wear, agrochemicals and telecom industries in India. Each company in the group, in its own way, pursues a single mission- to be the benchmark in its' industry.To achieve this, they have tied-up with a variety of companies†¦ all world leaders in their respective fields. Renovision and Technology have brought them to where they are today-one of the top ten manufacturers of Denim in the world, on their way to becoming global textile conglomerate. BRAND UNDER ARVIND MILLS 26 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. A BRIEF INTRODUCTION With a heritage spanning over 150 years, Arrow – the premium men’s wear brand has come to be recognised as the leader in men’s fashion. Having conquered the American mar ket, The Arrow Company, a division of Cluett Peabody & Co.Inc. , USA entered India in 1993. Since then, the brand has gained immense popularity in India and is the most sought after premium shirt for the savvy, fashion conscious Indian men. Arrow, brought to India by Arvind Brands, has been the voice of authority in formal dressing that understands the wardrobe requirements of its discerning male customers. Arrows offerings are aimed at working executives who believe in power dressing. The target customer for Arrow customers is an achiever in his respective field and wants only the best, be it a pen or the vehicle he drives.The brand has constantly worked on its product range and brought out collections that become synonymous with elegance and class. The Arrow wardrobe is available in four ranges: Americas Classic, Americas Premium, Americas Sport and Urban from Arrow. 27 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. ARROW WARDROBE Premium- This range has garm ents that are made with 100% 2-ply cotton and undergoes ETI treatment for a wrinkle-free effect. 2-ply yarn is more durable, stronger and lasts longer. This means the shirt lasts longer and looks better.This label includes international designs, a muted colour palette, twotone fabrics and stylish collars. Classic- Arrow believes that cotton is the best fabric against ones skin as it is soft, breathable and 100% natural. As a result, Arrow has taken a policy decision that even the Classic range will offer the consumer only 100% cotton. Sportswear- This range is made of 100% cotton in sporty finishes, indigo knits, soft washes, fine fabrics and a sophisticated palette. Americas Sport range offers a series of khakis, indigos and peached fabrics. The range is supported by peached tussore trousers with fashionable styling.The range includes shirts, trousers, knits and jackets. Urban- Arrow’s urban collection is created for the man with an innate sense of style and fashion. The col lection is meant to be worn at social gatherings. It uses a cotton lycra blend and the shirts are tapered with a narrow fit and an international collar. Arrow offers wardrobe solutions and not just shirts. Through its various collections it caters to the different moments in a mans life office wear, After-office wear, weekends and social events. 28 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. DESIGN OF THE STUDYThe second chapter is focused on details about how the research was conducted with information on the following aspects. ? Scope of the research ? Statement of the problem ? Objectives of the research ? Design of the research SCOPE OF THE RESEARCH The research was conducted on the consumers of premium branded ready made formal shirts in the city of Bangalore. The research due to the constraints of place, Time and Financial and other resources was restricted to Bangalore City alone. The research is aimed at understanding the following aspects related to Consumer Perception and Brand Preference For Premium Branded Readymade Formal Shirts. Impression of Branding ? Brand awareness ? Brand Loyalty ? Influencing Factors In Purchase decisions ? Advertisement effectiveness 29 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. STATEMENT OF THE PROBLEM The corporate community of today’s world has come to realize the power of branding and tapping changing consumer perception as a tool for substantial Competitive advantage over other similar companies operating in the industry and the most comprehensive concept of branding is building the companies as Brands.But in the case of ready-to-wear garments industry, Branding always has and will plan an key role and thus the research tries to confirm to the statement. This is the reason why the research is trying to answer the question, ? Whether branding plays a vital role in purchase of premium branded readymade formal shirts? ? Whether companies are providing the product with changing consumer perception and needs? 30 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. OBJECTIVES OF THE RESEARCH ? To study the consumer perceptions towards premium branded readymade formal shirts. Brand awareness. ? Impact of brand image. ? The factors influencing the purchase behaviour. ? The satisfaction levels of consumer of premium branded readymade shirts. ? To measure the impression of advertisement. ? To know expectations of consumers from premium brands. 31 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. DESIGN OF THE RESEARCH The research was designed to achieve the above mentioned objectives and the following tools were used to collect the required data. ? ? ? ? Sampling method sampling frame Sample Size Data collection Methods SAMPLING METHODA sample is considered during a research when the size of the population is very large and a set is chosen to represent the whole population, this set is called a sample is a repres entative of the population under study. Similarly, a sample was chosen for the research and was chosen by a simple random sampling. SAMPLING FRAME The sample frame represents the groups of respondents that were contacted during the survey it also represents the profession of the respondents that were connected for data. SAMPLE SIZE The total sample size for the data collection for the research was 50 respondents. 2 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. Data Collection Methods: The sources of data collection are: 1. Primary Data: Primary Data is the first hand information collected during the research. These are the original observations collected from the targeted segment of different methods. The Primary Data is collected through structured questionnaires and Direct Interview. 2. Secondary Data: The Secondary Data is collected through the materials given by the organization, books, journals, Business magazines and Internet.Tools for Data Collection: S tructured Questionnaires were the tools for data collection. The Questionnaire was neatly designed and constructed for the purpose inline with the objective of the study. 33 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. Table No. 1 Table indicating the number of respondents with respect to their age group. Age Group (years) No. of Respondents Percentage (%) 18-25 25-35 35-45 > 45 Total 30 13 03 04 50 60 26 06 08 100 Graph No. 1 Graph indicating the number of respondents with respect to their age group.No. of Respondents 3 4 18-25 Years 25-35 Years 13 35-45 Years 30 >45 Years Inference: It can be inferred from the table and graph that 30 (60%) respondents are in the age group of 18-25 years, 13 (26%) respondents are in the age group of 25-35 years, 3 (6%) respondents are in the age group of 35-45 years, 4 (8%) respondents are in the age group of above 45 years. 34 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. Table No. 2 Table indicating the gender of the respondents. Gender No. of Respondents Percentage (%) Male FemaleTotal 45 05 50 90 10 100 Graph No. 2 Graph indicating the Gender of the respondents. No of respondents 5 Male Female 45 Inference: It can be inferred from the table and graph that 45 (90%) of respondents are Male and 5 (10%) respondents are Female. 35 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. Table No. 3 Table indicating the number of respondents with respect to their educational qualification. Educational Qualification No. of Respondents Percentage (%) S SL C PUC Under Graduate Graduate Post Graduate Total 00 00 17 25 8 50 00 00 34 50 16 100 Graph No. 3 Graph indicating the number of respondents with respect to their educational qualification. No of respondents 8 Post Graduate SSLC 25 PUC 17 Under Graduate UG 0 Graduate SSLC 0 0 Post Graduate 10 20 30 40 50 Inference: It can be inferred from the table and graph the educational qualification of the respondents. 17 (34%) resp ondents are Under-Graduates, 25 (50%) respondents are Graduates, 8 (16%) respondents are Post Graduates. 36 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. Table No. 4Table indicating the number of respondents with respect to their Occupation. Occupation No. of Respondents Percentage (%) Self Employed Salaried Student Others Total 10 17 13 10 50 20 34 26 20 100 Graph No. 4 Graph indicating the number of respondents with respect to their occupation. No of respondents 10 10 Self Em ployed Salaried Student 13 17 Others Inference: It can be inferred from the table and graph with reference to their occupation. 10 (20%) respondents are Self-Employed, 17 (34%) respondents are salaried, 13 (26%) respondents are Students and 10 (20%) respondents are in other occupation. 7 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. Table No. 5 Table indicating the number of respondents with respect to their Annual income. Annual income (Rs) No. of Respondents Per centage (%) < Rs50,000 Rs50,000-1,00,000 Rs1,00,000-3,00,000 >Rs3,00,000 Total 11 14 09 16 50 22 28 18 32 100 Graph No. 5 Graph indicating the number of respondents with respect to their Annual income. No. of Respondents 22% 32% Rs 3,00,000 Inference:It can be inferred from the table and graph with reference to their Annual Income, 11 (22%) respondents Income is Below Rs50,000 14 (28%) respondents income is between Rs50,000-1,00,000, 9 (18%) respondents income is Rs1,00,000-2,00,000, 16 (32%) respondents income is above Rs3,00,000. 38 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. Table No. 6 Table indicating the different News Paper read by the respondents. News Paper No. of Respondents Percentage (%) Times Of India Deccan Herald Vijay Times Economic Times Others 39 21 19 13 16 78 42 38 26 32 Graph No. 6Graph indicating the different News Paper read by the respondents. No. of respondents 50 45 40 39 35 30 25 20 15 10 5 0 Times Of India Deccan Herald 21 Vijay T imes 19 13 16 Economic Times Others Inference: It can be inferred from the table and graph that, 39 (78%) respondents read Times Of India, 21 (42%) respondents read Deccan Herald, 19 (38%) read Vijay Times, 13 (26%) read Economic Times and 16 (32%) respondents read other News papers like Indian Express, Business Times†¦etc. 39 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. Table No. 7 Table indicating the different Magazines read by the respondents.Magazines No. of Respondents Percentage (%) Business Today Business World India Today Sports Star Others 28 22 39 13 16 56 44 78 26 32 Graph No. 7 Graph indicating the different Magazines read by the respondents. No. of re sponde nts 50 45 40 35 30 28 25 20 15 10 5 0 Bus ine s s toda y 39 Bus ine s s W orld India Toda y 22 13 16 Sports Star Othe rs Inference: It can be inferred from the table and graph that, 28 (56%) respondents read Business Today, 22 (44%) read Business World, 39 (78%) read India Today, 13 (26 %) respondents read Sports Star and 16 (32%) read other Magazines such as Inside Cricket†¦etc. 0 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. Table No. 8 Table indicating the number of respondents with reference to the awareness of Premium Branded Formal Shirts. Premium Brands Van Heusen Louis Philippe Park Avenue Allen Solly Zodiac Arrow Others No. of Respondents 24 36 26 31 20 23 12 Percentage (%) 48 72 52 62 40 46 24 Graph No. 8 Graph indicating the number of respondents with reference to the awareness of Premium Branded Formal Shirts. No. of respondents 50 45 40 35 30 25 24 20 15 10 5 0 Van Heusen Louis Phillipe 36Park Avenue 31 26 20 Allen Solly 23 12 Zodiac Arrow Others Inference: It can be inferred from the table and graph that, 24 (48%) respondents are aware of Van Heusen, 36(72%) respondents are aware of Louis Philippe, 26 (52%) are aware of Park Avenue, 31 (62%) respondents are aware of Allen Solly, 20 (40%) respondents are aware of Zodiac, 23 (46%) respondents are aware of Arrow and 12 (24%) respondents are aware of other brands like John Players, Dockers, Indigo Nation†¦etc. 41 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. Table No. 9Table indicating the number of respondents with reference to the awareness of Premium Branded Formal Shirts through different media . Media No. of Respondents Percentage (%) TV News Paper Magazines Hoardings Friends/Relatives Retail Outlet 36 32 22 14 23 12 72 64 44 28 46 24 Graph No. 9 Graph indicating the number of respondents with reference to the awareness of Premium Branded Formal Shirts through different media. No. of respondents 50 45 40 35 36 30 25 20 15 10 5 0 TV News Paper 32 Magazines 23 22 14 Hoardings 12 Friends/Relatives Retail Outlet Inference:It can be inferred from the table and graph that, 36 (72%) respondents came to know the brands through TV, 32 (64%) respondents through News Papers, 22 (44%) respondents through Magazines, 14 (28%) respondent s through Hoarding, 23 (46%) respondents through word of mouth [Friends/Relatives] and 12 (24%) respondents through retail Outlets. 42 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. Table No. 10 Table indicating the number of respondents with reference to the media impressed them to purchase Premium Branded Formal Shirt. Media No. of Respondents Percentage (%) TVNews Paper Magazines Hoardings Others Total 12 08 11 07 12 50 24 16 22 14 24 100 Graph No. 10 Graph indicating the number of respondents with reference to the media impressed them to purchase Premium Branded Formal Shirt. No. of respondents 24 24 TV News Paper Magazines 14 16 Hoardings Others 22 Inference: It can be inferred from the table and graph that, 12 (24%) respondents are impressed through TV ads. 8 (16%) respondents through News Papers, 11 (22%) respondents through Magazines, 7 (14%) respondents through Hoardings and 12 (24%) respondents are impressed by others like word of mouth†¦. Etc. 4 3CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. Table No. 11 Table indicating the number of respondents with reference to the advertisement recalled by them of various brands. Premium Brands Van Heusen Louis Philippe Park Avenue Allen Solly Zodiac Arrow Others No. of Respondents 12 28 22 16 14 26 08 Percentage (%) 48 72 52 62 40 46 24 Graph No. 11 Graph indicating the number of respondents with reference to the advertisement recalled by them of various brands. No. of re sponde nts 50 45 40 35 30 25 20 15 10 12 5 0 Va n He us en Louis Phillipe Pa rk Ave nue 28 26 22 16 Allen Solly Zodia c 14 8 Arr owOthe rs Inference: It can be inferred from the table and graph that, 12 (24%) respondents recall the ads. of Van Heusen, 28 (56%) respondents of Louis Philippe, 22 (44%) respondents of Park Avenue, 16 (32%) respondents of Allen Solly, 14 (28%) respondents of Zodiac, 26 (52%) respondents of Arrow and 8 (16%) respondents recall the Ads. Of other brands like John Player s, Indigo Nation †¦etc. 44 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. Table No. 12 Table indicating the number of respondents with reference to the appeal of advertisement of various brands. Appeal No. of Respondents Percentage (%)Brand Name Style Durability Comfort Others Total 21 06 08 12 03 50 42 12 16 24 06 100 Graph No. 12 Graph indicating the number of respondents with reference to the appeal of advertisement of various brands. No. of respondents 3 Brand Name 12 21 Style Durability Comfortness Others 8 6 Inference: It can be inferred from the table and graph that, 21 (42%) respondents feel the ads. are appealing to Brand Name, 6 (12%) of respondents as Style, 8 (16%) of respondents as Durability, 12 (24%) of respondents as Comfort, 3 (6%) of respondents as others. 45 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. Table No. 3 Table indicating the number of respondents with reference to the extent of ads. played role in purcha se of Premium Branded Formal Shirts. Extent No. of Respondents Percentage (%) High Medium Low Total 22 24 04 50 44 48 08 100 Graph No. 13 Graph indicating the number of respondents with reference to the extent of ads. played role in purchase of Premium Branded Formal Shirts. No. of respondents 8 44 High Medium 48 Low Inference: It can be inferred from the table and graph that advertisement had played a high role in purchase for 22 (44%) respondents, Medium role for 24 (48%) respondents and less role for 4 (8%) respondents. 6 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. Table No. 14 Table indicating the number of respondents with reference to the Brands they purchased. Premium Brands No. of Respondents Percentage (%) Van Heusen Louis Philippe Park Avenue Allen Solly Zodiac Arrow Others 12 14 06 13 08 16 14 24 28 12 26 16 32 28 Graph No. 14 Graph indicating the number of respondents with reference to the Brands they purchased. No. of re sponde nts 50 45 40 35 3 0 25 20 15 10 12 5 0 Va n He us en Louis Phillipe Pa rk Ave nue Allen Solly 14 16 13 6 8 14 Zodia c Arr ow Othe rs Inference:It can be inferred from the table and graph that 12 (24%) respondents purchased Van Heusen. 14 (28%) purchased Louis Philippe. 6 (12%) respondents had purchased Park Avenue. 13 (26%) respondents purchased Allen Solly. 8 (16%) respondents purchased Zodiac. 16 (32%) respondents purchased Arrow. 14 (28%) respondents purchased other brands. 47 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. Table No. 15 Table indicating the number of respondents with reference to the factors influenced them while purchasing of Premium Branded Shirts. Factors No. of Respondents Percentage (%) Brand Name PriceQuality Style Colour Others 34 22 42 18 16 08 68 44 84 36 32 16 Graph No. 15 Graph indicating the number of respondents with reference to the factors influenced them while purchasing of Premium Branded Shirts. No. of re sponde nts 50 45 40 35 34 30 25 20 15 10 5 0 Br and Nam e 42 Pr ic e Qua lity 22 18 Style 16 Colour 8 Othe rs Inference: It can be inferred from the table and graph that factors influenced respondents while purchasing. 34 (68%) respondents influenced by Brand Name. 22 (44%) respondents influenced by Price. 42 (84%) respondents influenced by Quality. 18 (36%) respondents are influenced by Style. (12%) respondents are influenced by Colours and 8 (16%) respondents are influenced by other factors. 48 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. Table No. 16 Table indicating the number of respondents with reference to what made them to think the particular shirt belongs to Premium class. Factors No. of Respondents Percentage (%) Brand Quality Durability Price Total 19 16 07 08 50 38 32 14 16 100 Graph No. 16 Graph indicating the number of respondents with reference to what made them to think the particular shirt belongs to Premium class. No. of re sponde nts