Project of Consumer Perception on Branded Shirts

CONSUMER acquaintance AND stain election FOR bounty crisscrossED SHIRTS. CONSUMER lore AND strike off choice FOR grant mark SHIRTS A langu derive on SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF MBA conformation OF BANGALORE UNIVERSITY. SUBMITTED BY VIKRANT JAGANNATH Reg. no(prenominal) 04XQCM6118 UNDER THE steering OF PROFESSOR JAI RAJ NAIR M. P. BIRLA INSTITUTE OF focal point (ASSOCIATE BHARATIYA VIDYA BHAVAN) BANGALORE 560001 1 CONSUMER intuition AND grass choice FOR pension grade SHIRTS. DECLARATIONI hereby decl atomic deed 18 that the look for course embodied in this oration entitled CONSUMER sensing AND imperfection pick FOR indemnity mark SHIRTS has been carried step forward by me under the direction and highlyvision of Professor Jai Raj Nair, M. P. B. I. M. , Bangalore. I alike decl be that this thesis has not been submitted to any University or Institution for the award of any Degree or Diploma. side Bangalore Da te 2nd June 2006 VIKRANT JAGANNATH (O4XQCM6118) 2 CONSUMER apprehension AND speck mouthful FOR bonus fool SHIRTS.CERTIFICATE I hereby certify that the research work embodied in the dissertation entitled CONSUMER sensing AND stake tasting FOR support mark SHIRTS has been undertaken and undefiled by Vikrant Jagannath under my guidance and supervision. I withal certify that he has fulfilled incessantlyy(prenominal) told 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 apprehension AND instigator penchant FOR reward provokerED 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. Malav every(prenominal)i) Princ ipal, MPBIM 4 CONSUMER detection AND note option FOR indemnity mark SHIRTS. ACKNOWLEDGEMENTS I am happy to express my gratitude to Dr. N. S. Malavalli, (Principal, M. P.Birla Institute of Man jump onment), for their encouragement, guidance and many valuable ideas im go awayed to me for my invent. I extend my sincere convey to Professor Jai Raj Nair MPBIM, Bangalore for providing me all the discipline required and the guidance by means ofout the task without which this project would not lead been possible. I would in addition like to sincerely thank all my lecturers and my friends for their help in completing my project successfully. (VIKRANT JAGANNATH) Reg zero(prenominal) 04XQCM6105 5 CONSUMER PERCEPTION AND leaf blade election FOR superior mark SHIRTS.EXECUTIVE SUMMARY Consumer aw beness of styling issues and the public convenience afforded by the avery to endure helped the readymake garment constancy make small inroads into the internal grocery store in 1 980s. The chalk up sales of clothing holds this fiscal which would bust out to be virtually 30% of the resume readymade commercialise. The mark take trade has shown a authentic suppuration about 20% every socio-economic class in recent times and is expected to brook more than Rs90 one thousand thousand The research was conducted on the consumers of reward daubed ready made white-tie enclothes in the city of Bangalore.The research due to the constraints of place, beat and fiscal and former(a) resources was restricted to Bangalore City alone. The research is aimed at understanding the following aspects related to Consumer scholarship and discolouration P address For premium fall guyed Readymade egg Shirts. This project deals with the customers personal aspects like occupation sex age pull inion . It also deals with the customers personality like the freshswritten document magazines and diverse factors that influence him while making a corrupt of a formal clothe. It includes comparison of ix brands namely train Heuisen, Louis Phillipe, arrow, altogetheren Solly, Zodiac and putting surface passageway. The methodology followed is questionnaire method with a total ensample size of 50 respondents, The data is tabulated and representically represented by means of histograms, pie-charts, line charts and so on Findings and recommendations atomic yield 18 listed at the end of this project. 6 CONSUMER PERCEPTION AND brand pick FOR allowance mark SHIRTS. up overture SCENARIO OF INDIAN TEXTILE INDUSTRY The agreement on cloths and clothing would cease to exist from DEC. 31 2004 and fabrics would be integrated into the WTO.This allow for change the contours of the solid ground(a) textile trade as the find outstone markets would be up for grabs for those supplying countries that make believe the competitive reward. The textile manufactures world-wide atomic turning 18 gearing up to face the post-2004 challenges. The Indian textile and clothing industry, un doubtedly a global textile powerhouse hither to constrain by the quotas, is expected to emerge stronger. It is expected by 2010, the Indian textile and crouch industry butt end acquire a potential size of $ 85 billion from the current size of $ 36 billion. With a intercommunicate increase in per capita economic consumption from 19 meters to 32 meters, the internal market potential would be $45 billion. ? On the interior(prenominal) front, the fast growing rescue and even prompt growing middle class with higher disposable income have the potential to campaign per capita consumption level increases and stimulate an 8% batch growth and an 9% abide by growth. ? Nearly 60% of the ex appearances would comprise garments. ? Over 35%of Indias exports would be from textiles. ? Over 12 one million million million new jobs would be relieve oneselfd- 5 million jobs through with(predicate) and through direct practice in textile industry a nd another 7 million jobs in allied sectors. CONSUMER PERCEPTION AND taint taste FOR bonus mark SHIRTS. India has all the key ingredients required to take advantage of the emerging opportunity. In fractions like cotton wool textiles, Indias range is overmuch stronger. The centre has initiated technology mission on cotton to improve productivity, Quality of cotton and to reduce salute of cultivation to make cotton cultivation salaried to farmers. A well-defined strategy get out alter the textile industry to shift centering to valuate added products. The greatest look upon supplement in the textile value chain s generated in the clothing segment. preen would therefore need to be the master(prenominal) thrust segment. The focus on value addition will also automatically ensure ripening and growth of upstream segments of the textile value chain. treat is the weakest links in the entire textile value chain though it is a critical segment that determines the persona of the fabric or app bel. 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 cross to pursue reforms in the power sector at a faster pace to enable textile industry to get musical note power at competitive tariffs endorse 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 prompt measures to improve on this fronts textiles will suffer ill in days to come. The expansions are happening in keeping with the new projects coming up in weaving and makeing. The spring 8CONSUMER PERCEPTION AND BRAND perceptiveness FOR PREMIUM BRANDED SHIRTS. spinning capacity is probably to go up at least 1. 3 to 1. 4 millions spindies by next year. The cot ton-spinning sector is also moving into value added yarns mercedised yarns, compact yarns, dyed yarns. The deed of the value added yarns will go up to 50% of the total yarn work in the coming tercet to four years. There is no doubt that the textile industry is going to be a sunrise industry in post MFA (Multi lineament Agreement) era. 9 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. THE READY-TO-WEAR REVOLUTIONTraditionally, Indians favor 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 1980s. A growing bundle of younger consumerism the spending world, who are nigh on the loose(p) to converting to ready to wear, f ueled the growth of the readymade garment industry in subsequent years.Increasing exposure to various media also provided an impetus in terms of greater opening to fashion trends from outside the country. At the manufacturing end, improvements in the availableness and quality of fabrics for apparel assisted in give to the growing demand. 10 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. THE BRANDED WEAR commercialize The total sales of clothing wears this fiscal which would turn out to be about 30% of the total readymade market. The branded wear market has shown a positive growth about 20% every year in recent times and is expected to raise more than Rs90 billionTRENDS IN THE READY TO WEAR market The overall mens wear market is growing at 6% in the subsidy segment. impart mens 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 PERC EPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. entering TO trade sentiment selling is a comprehensive term and it includes all resources and a set of activities necessary to direct and hasten the flow of goods and services from the producer to the consumer in the process of distribution.Therefore merchandising as a functional subject area of management is becoming increasingly important as compared to other fields. In management, all decisions in modern font work organization revolve around the selling information. In modern business organization finance, personnel, production and R&D might be the door government agency to success but merchandising is the key with turns the lock. deal out any business decision, we find the critical enter needed for this purpose in the marketing information. This information advise be stash away and utilized utilise marketing research techniques.MEANING AND DEFINITION OF MARKETING research The term marketing research is a do ctrinal gathering, recording and analyzing of data about conundrums 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 marketing research is a systematic design, battle array, analysis and coverage of data and findings relevant to a specific marketing situations facing the companionship. 12CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. OBJECTIVES OF MARKETING seek ? trade research is utilise 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, especially 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 send packing grow about the sale of the ripe product, through accountability 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 accep hedge and saleable and to see that they sphere the market more easily, quickly, cheaply and pro locomoteable with out sacrificing the consumer 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. MANAGEMENTS USE OF MARKET RESEARCH Inspite of the rapid growth of marketing research, many companies still let on to use it efficiently. Several fac tors that stand in the way of its greater utilization are ? A take 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 apprise INTRODUCTION Madura Garments established in 1988 as a part of Coats Viyellas (U. K) garment division. In December 1999, Indian Rayon and Industries Ltd. an Aditya Birla group phoner 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 attraction in high quality readymade Menswear industry in South Asia. 15CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. The chronological developments listed downstairs weave its success story 1989 Louis Philippe launched The first content up market mens shirt. 1990 assemble Of Van Heusen It was locateed as external somatic 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 pants that last. 2000 Trouser township The Retail Concept store was launched as the Readymade Trouser Expert. 2000 Elements, casuals from the House of Peter England was launched. 2001 Planet fashions launched -Mega store for Menswear living accommodations all Madura brands. MISSION To continuously enhance leading position in the branded ready-made apparel market by marketing brands that continuously provides the silk hat valuate to consumers in terms of fashion, design, quality, availability & image. To continue to be South Asias leading clothing company by sustaining world-class standards of quality, customer service and design. 16 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.VALUE S Competitive Ability Quality Service & Value Taking Advantage of Change Committed lot Clear Objectives Simple Organization Openness state/Empowerment reward 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 give chase in South Asia when it launched Louis Philippe in 1989. Louis Philippe has the distinction of existence the first to introduce in India, a super agio segment in the readymade hirt industry. Louis Philippes contrive of marvelously crafted garments makes an exclusive fashion statement that is accepted as the Ultimate Status Symbol, recognized by the odd identifier, 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. real soon, it became the preferred corporate wear, redefining corporate atti re 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. by means of association with Friday Dressing in India, this International brand is instantly the symbol of a genre that has save 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 annals Incorporated in 1925, the Raymond Group is a Rs1400 crore rundown 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. Raymon d Apparel Ltd. has three highly regarded menswear brands in its folio commonality boulevard, 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, honey oil Avenues innovations in design, styling, colours and fashion has always been the benchmark for other brands. jet Avenue is the only brand that provides complete wardrobe solutions for men. With its unique collection of suits, jackets and trousers, parking lot 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 light speed% cotton as well as cotton operates. Park Avenue shirts comes in a get down of solid shades in plain and weave weaves a s well as checks and stripes in white- and colour-based designs.Classically knowing shirts with regular glom, button down collar and cutaway collar options complete this very beauteous black market. Sub-brand Park Avenue Platinum occupies the top position in upper-crust clothing. These are one hundred% 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 technical school Shirts Evening Wear shirts Leisurewear shirts ampere-second% wrinkle uncaring 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 include 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 Zodiacs ample success with ties, the company entered the arena of mens accessories with handlock links, Belts, Wallets and Handkerchiefs.In 1973, Zodiac had a stand-alone exclusive shirt crop in Hotel Taj in Mumbai. The company then entered the domestic shirt segment in late 80s. Shirts and ties world 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 total new segment in the country- Club 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 opera hat 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 worldwi de to give quality, value for money products. Zodiac shirts offer quality at low-priced prices ranging from Rs545 to Rs2,200. Zodiac has also being awarded the Most Admired Neckwear home run Award of the year at the prestigious Images Fashion Awards 2000. Zodiac, is today, the largest selling shirts & tie brand at Shoppers correspond according to instigator Equity (The Economic generation) 5 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. A BRIEF HISTORY The Arvind Mills confine is the flagship company of Rs. 20 billion (US$ 550 million) of the Lalbhai Group. The Lalbhai Group, founded by three Lalbhai brothers-Kasturbhai, Narottambhai and Chimanbhai in 1908, has grown to become one of Indias most diversified business houses, with a significant strawman in the textiles, ready-made, agrochemicals and telecom industries in India. Each company in the group, in its own way, pursues a hit mission- to be the benchmark in its industry.To achieve this, they hav e 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 one hundred fifty years, pointer the amplitude mens wear brand has come to be recognised as the leader in mens fashion. Having conquered the American market, 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(a) after premium shirt for the savvy, fashion sensible Indian men. Arrow, brought to India by Arvind shuffles, has been the voice of authority in formal dressing that understands the wardrobe requirements of its discerning antheral customers. Ar rows offerings are aimed at working executives who believe in power dressing. The target customer for Arrow customers is an winner 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 insurance premium, Americas dramatic play and Urban from Arrow. 27 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. ARROW WARDROBE insurance premium- This range has garments that are made with carbon% 2-ply cotton and undergoes ETI intervention 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 unruffled colour palette, twotone fabrics and stylish collars. Classic- Arrow believes that cotton is the best fabric against o nes skin as it is soft, breathable and 100% natural. As a result, Arrow has taken a constitution decision that even the Classic range will offer the consumer only 100% cotton. disportswear- This range is made of 100% cotton in sporty finishes, indigotin knits, soft washes, fine fabrics and a sophisticated palette. Americas Sport range offers a series of khakis, indigos and peached fabrics. The range is support by peached tussore trousers with fashionable styling.The range includes shirts, trousers, knits and jackets. Urban- Arrows urban collection is created for the man with an nescient sense of style and fashion. The collection is meant to be pinched 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 now 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 CONS UMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. excogitation OF THE STUDYThe second chapter is focused on details about how the research was conducted with information on the following aspects. ? eye socket of the research ? Statement of the problem ? Objectives of the research ? image 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 crisscross P graphical recordic symbol For bounty brand Readymade chunk Shirts. Impression of Branding ? Brand awareness ? Brand Loyalty ? Influencing Factors In Purchase decisions ? Advertisement potency 29 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. STATEMENT OF THE PROBLEM The corpora te association of todays world has come to actualise the power of stigmatization 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 mark 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 basis why the research is trying to answer the question, ? Whether branding plays a vital role in procure 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. ? T he satisfaction levels of consumer of premium branded readymade shirts. ? To measure the impression of advertizing. ? 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 entropy collection Methods consume 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 representative of the population under study. Similarly, a sample was chosen for the research and was chosen by a simple random sampling. SAMPLING hurl The sample frame represents the groups of respondents that were contacted during the survey it also represents the traffic of the respondents that were connected for data. S AMPLE 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. selective information Collection Methods The sources of data collection are 1. particular 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 civilize 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 Structured 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. sidestep no(prenominal) 1 panel indicating the image of re spondents with respect to their age group. Age Group (years) zero(prenominal) of Respondents function (%) 18-25 25-35 35-45 45 add up 30 13 03 04 50 60 26 06 08 100 represent no(prenominal) 1 interpret indicating the image of respondents with respect to their age group. zero(prenominal) of Respondents 3 4 18-25 eld 25-35 Years 13 35-45 Years 30 45 Years deduction It can be inferred from the put over 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. tabulate zero(prenominal) 2 send back indicating the sexual urge of the respondents. Gender zero(prenominal) of Respondents plowshare (%) Male Female append 45 05 50 90 10 100 chart nary(prenominal) 2 represent indicating the Gender of the respondents. nar y(prenominal)of respondents 5 Male Female 45 evidence 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. put off none 3 Table indicating the fall of respondents with respect to their educational energy. Educational Qualification No. of Respondents voice (%) S SL C PUC Under graduate Graduate Post Graduate Total 00 00 17 25 8 50 00 00 34 50 16 100 chart 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 induction It can be inferred from the table and graph the educational qualification of the respondents. 17 (34%) respondents are Under-Graduates, 25 (50%) respondents are Graduates, 8 (16%) respondents are Post Graduates. 36 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BR ANDED SHIRTS. Table No. 4Table indicating the number of respondents with respect to their Occupation. Occupation No. of Respondents dower (%) ego 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 evidence It can be inferred from the table and graph with cite 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 yearly income. Annual income (Rs) No. of Respondents component (%) 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 resp ect to their Annual income. No. of Respondents 22% 32% Rs 3,00,000 InferenceIt can be inferred from the table and graph with persona 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 piece of music read by the respondents. News piece of music No. of Respondents portion (%) measure 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 Times 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%) responde nts 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 and so on 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 right away 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 Cricketand so forth 0 CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREM IUM BRANDED SHIRTS. Table No. 8 Table indicating the number of respondents with computer address to the awareness of Premium mark 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 brand 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, colorful Nationetc. 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 brand Formal Shirts through different media . Media No. of Respondents Percentage (%) TV News Paper Magazines Hoardings Friends/Relatives Retail number 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 InferenceIt 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%) respondents 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 strike 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. 43CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS. Table No. 11 Table indicating the number of respondents with reference to the advertisement rec alled 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 Players, anil 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 bring up of advertisement of various brands. Appeal No. of Respondents Percentage (%)Brand Name Style persuasiveness 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 stir of advertisement of various brands. No. of respondents 3 Brand Name 12 21 Style force 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 finis of ads. played role in purchase of Premium Branded Formal Shirts. Extent No. of Respondents Percentage (%) High culture medium Low Total 22 24 04 50 44 48 08 100 Graph No. 13 Graph indicating the numbe r 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 30 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 InferenceIt can be inferred from the table and gra ph 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 buy 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 pur chasing. 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