Consumer Behaviour Towards Readymade Garments With Reference To ITC

CONSUMER BEHAVIOUR WILLS LIFESTYLE
1.1 THEORETICAL BACKGROUND OF THE STUDY: MARKETING RESEARCH Marketing Re ear!" "a #i$er %eaning an$ !&'e. It i t"e
( te%ati! gat"ering) re!&r$ing an$ ana*(+ing &, $ata a-&.t 'r&-*e% !&nne!te$ #it" t"e %arket '*a!e) i.e. 'r&-*e% re*ating t& 'r&$.!t) 'ri!e) '*a!e an$ 'r&%&ti&n &, t"e / 01 &, t"e %arketing %i2. T"e A%eri!an Marketing A &!iati&n $e,ine Marketing Re ear!" a ,&**&# :3 Marketing Re ear!" i t"e ,.n!ti&n #"i!" *ink t"e !. t&%er) !&n .%er an$ '.-*i! t& t"e %arketer t"r&.g" in,&r%ati&n . e$ t& i$enti,( an$ $e,ine %arketing &''&rt.nitie an$ 'r&-*e% 4 generate re,ine an$ e5a*.ate a!ti&n 4 %&nit&r %arketing 'er,&r%an!e4 an$ i%'r&5e .n$er tan$ing &, %arketing a a 'r&!e . Marketing Re ear!" i !&n!erne$ #it" a** t"& e ,a!t&r #"i!" "a5e a $ire!t i%'a!t .'&n t"e %arketing &, 'r&$.!t an$ er5i!e . It i t"e t.$( &, an( 'art &, t&ta* %arketing 'r&!e . In !&n!entrate &n t"e t.$( &, 'r&$.!t '*anning an$ $e5e*&'%ent) 'ri!ing) '&*i!ie ) e,,e!ti5ene &, 'er &na* e**ing) a$5erti e%ent an$ a*e 'r&%&ti&n) !&%'etiti&n an$ t"e entire area &, -.(er -e"a5i&.r an$ attit.$e in t"e %arket '*a!e. CONSUMER BEHA6IOUR C.B. i an$ er5i!e $e,ine$ a t"e -e"a5i&.r t"at !&n .%er $i '*a( in
ear!"ing ,&r) '.r!"a ing) . ing) e5a*.ating an$ $i '& ing &, 'r&$.!t t"at t"e( e2'e!t #i** ati ,( t"eir nee$ . C&n .%er -e"a5i&.r !&%e .n$er %arketing -ran!".
DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE 1
T"e t.$( &, !&n .%er -e"a5i&r $#e** ,r&% 5ari&. t"e%e t"e i%'&rtant &n!e are $i !. e$ -e*&#: 3 B.(ing %&ti5e B.(ing r&*e Ma7&r ,a!t&r in,*.en!ing -.(ing -e"a5i&r 8&rking t&#ar$ en"an!ing !. t&%er ati ,a!ti&n T"e ,i5e tage in !&n .%er -.(ing 'r&!e T"e ai% &, %arketing i t& %eet an$ ati ,( target !. t&%er 1 nee$ an$ #ant . T"e ,ie*$ &, C&n .%er -e"a5i&r t.$ie "&# in$i5i$.a* ) gr&.' ) an$ &rgani+ati&n e*e!t) -.() . e) an$ $i '& e &,
g&&$ ) er5i!e ) i$ea ) &r e2'erien!e t& ati ,( t"eir nee$ an$ $e ire . Un$er tan$ing !&n .%er -e"a5i&r an$ 9kn&#ing !. t&%er : i ne5er i%'*e. C. t&%er %a( a( &ne t"ing -.t $& an&t"er. T"e( %a( n&t -e in t&.!" #it" t"eir $ee'er %&ti5ati&n . T"e( %a( re '&n$ t& in,*.en!e t"at !"ange t"eir %in$ at t"e *a t %in.te. Marketing an$ en5ir&n%enta* ti%.*i enter t"e -.(er1 !&n !i&. ne . T"e -.(er1 !"ara!teri ti! an$ $e!i i&n 'r&!e e *ea$ t& !ertain '.r!"a e $e!i i&n . T"e %arketer1 ta k i t& .n$er tan$ #"at "a''en in t"e -.(er1 !&n !i&. ne -et#een t"e arri5a* &, &.t i$e ti%.*i an$ t"e '.r!"a e $e!i i&n . It "a -een a't*( ai$ t"at t"e ,ie*$ &, !&n .%er -e"a5i&r "&*$ ,&r 5ari&. !ateg&rie &, 'e&'*e .!" a t"e !&n .%er ) %arketer an$ t.$ent &, %arketing. A** t"e ,ir% "a5e tarte$ !&n i$ering 9!. t&%er: a t"e 9king &r ;.een:. T&$a() t"e %arket '*a!e i ,*&&$e$ #it" %an( ne# '*a(er in!*.$ing t"e "& t &, MNC re .*ting in t"e a5ai*a-i*it( &, %&re n.%-er &, -ran$ in e5er( eg%ent &, t"e %arket. On a!!&.nt &, t"i ) t"e
!. t&%er "a re*ati&n "i' e2'e!tati&n . A#arene
tarte$ -e!&%ing !"&& ( a-&.t #"at t& -.(. T". ) a** ,ir% #it" t"e%. T"i i $&ne -( !&ntin.&. *( .'$ating
are -e!&%ing n&t &n*( !. t&%er ,&!. e$ -.t are a* & tr(ing t& -.i*$ kn&#*e$ge) in,&r%ati&n an$ .n$er tan$ing &, t"e !. t&%er1 nee$ an$
t"at i $i '*a(e$ -( t"e ,ir% "a5e %a$e !&n .%er take %&re
intere t in t"eir &#n !&n .%'ti&n re*ate$ $e!i i&n . T"e( are keen t&' gain %&re kn&#*e$ge a-&.t taking 5ari&. $e!i i&n re*ate$ t& 'r&$.!t an$ t"e 'r&%&ti&na* in,*.en!e t"at 'er .a$e t"e% t& -.(. Marketer "a5e #&ken .' t& t"e rea*it( t"at t"e( e2i t in a !&%'etiti5e en5ir&n%ent) an$ t"ere,&re "a5e t& -e %&re !. t&%er ,&!. e$. On t"e &ne "an$) t"e ,ir% are ,a!ing *i;.i$it( 'r&-*e% ) ,&**&#e$ -( a ri ing rate &, in,*ati&n a*&ng #it" in!rea ing !&%'etiti&n eating int& t"eir %argin an$ a*e . On t"e &t"er "an$) %arketer "a5e &- er5e$ t"at t"e !"&i!e e%'&#ere$ !. t&%er !ann&t -e taken ,&r grante$. T"i i 'arti!.*ar*( tr.e -e!a. e &, t"e ra'i$ ri e in t"e a5erage !. t&%er1 earning ) a #e** a a "ar' $r&' in t"e a5ing rate3 re .*ting in a ".ge a%&.nt &, $i '& a-*e in!&%e t& -e 'ent &n 'r&$.!t an$ er5i!e .Ha5ing a -etter .n$er tan$ing &, !&n .%er -e"a5i&.r #i** "e*' !&%'anie -e!&%e -etter t"an t"eir !&%'etit&r . T"e( #i** -e a-*e t& 're$i!t t"e #a( a !&n .%er %a( rea!t t& a gi5en et &, !.e ) an$ t". t"e( #i** -e a-*e t& '*an t"eir %arketing 'r&gra% &r trategie a!!&r$ing*(. BUYING MOTI6ES A !. t&%er '.r!"a e a 'arti!.*ar 'r&$.!t &r er5i!e -e!a. e &, a tr&ng inner ,ee*ing &r ,&r!e #"i!" in ti** in "i% a tr&ng $e ire t& "a5e
'& e i&n &, t"e a%e. A -.(ing %&ti5e !an -e ai$ t& -e a** t"e $e ire !&n i$erati&n an$ i%'.* e #"i!" in$.!e a -.(er t& '.r!"a e a gi5en 'r&$.!t. Ba i!a**() -.(ing %&ti5e are &, t#& kin$ : 1. 0r&$.!t %&ti5e . <. 0atr&nage %&ti5e . 0RODUCT MOTI6ES T"e i%'.* e ) !&n i$erati&n ) an$ $e ire t"at in$.!e a 'er &n t& -e '& iti5e*( in!*ine$ t& '.r!"a e a 'r&$.!t i !a**e$ 'r&$.!t %&ti5e. T"e 'r&$.!t i in!*. i5e &, t"e attri-.te i.e. !&*&r) i+e) attra!ti5e $e ign) 'a!kage) 'ri!e et!) #"i!" %a( -e t"e rea &n -e"in$ 'r&$.!t %&ti5e . 0r&$.!t %&ti5e !an -e !*a i,ie$ &n t"e -a i &, t"e nat.re &, ati ,a!ti&n &.g"t -( t"e -.(er. Ba e$ &n t"i !*a i,i!ati&n) #e !an "a5e t#& !ateg&rie &, 'r&$.!t %&ti5e : 1. E%&ti&na* 'r&$.!t %&ti5e . <. Rati&na* 'r&$.!t %&ti5e . E%&ti&na* 'r&$.!t %&ti5e : E%&ti&na* 'r&$.!t %&ti5e #it"&.t gi5ing 'ri&r t"&.g"t t& t"e !&n e;.en!e are t"& e i%'.* e #"i!" 'er .a$e a !. t&%er t& '.r!"a e a 'r&$.!t '&ntane&. *( &, t"e a!ti&n &r $e!i i&n. E5a*.ati&n &, t"e 'r& an$ !&n &, t"e $e!i i&n &r *&gi!a* rea &ning an$ ana*( i i n&t 'ertinent in t"e e '.r!"a e $e!i i&n . Here) t"e -.(er *et t"e "eart r.*e &5er t"e %in$. Rati&na* 'r&$.!t %&ti5e : Rati&na* 'r&$.!t %&ti5e ) &n t"e &t"er "an$) in5&*5e !are,.* rea &ning an$ *&gi!a* ana*( i &, t"e inten$e$ '.r!"a e. T"e -.(er #i** #&rk &.t #"et"er it i #&rt"#"i*e t& '.r!"a e t"e 'r&$.!t.
T"e -.(er #i** !are,.**( t"ink an$ #&rk &.t t"e 5a*i$ an$ re*e5ant rea &n t& 7. ti,( t"e 'r&'& e$ '.r!"a e &, t"e 'r&$.!t. H&#e5er) &%eti%e it "a -een &- er5e$ t"at &%e 'r&$.!t %&ti5e %a( -e a %i2t.re &, e%&ti&n an$ rati&na*it(. In .!" a !a e) a -.(er %a( rea!t ;.i!k*( t& a it.ati&n an$ %ake an i%'.* i5e -.(ing $e!i i&n -.t t"ere !&.*$ -e &%e !&n !i&. rea &ning -e"in$ .!" a '.r!"a e. S& a %&re *&gi!a* #a( &, !*a i,(ing 'r&$.!t %&ti5e i -( a$$ing t#& $i%en i&n t& t"e 'r&$.!t %&ti5e 3 .ti*it( an$ 're tige. 0ATRONAGE BUYING MOTI6ES: 8"( $& -.(er '.r!"a e ,r&% 'e!i,i! "&' = 8"at are t"e
!&n i$erati&n &r ,a!t&r #"i!" 'er .a$e t"e -.(er t& $i '*a( .!" 'atr&nage= T"e e ;.e ti&n !an -e an #ere$ -( .n$er tan$ing -.(er 'atr&nage %&ti5e . 0atr&nage %&ti5e !an a* & -e !ateg&ri+e$ int& t#& gr&.' na%e*() e%&ti&na* 'atr&nage %&ti5e an$ rati&na* 'atr&nage %&ti5e . E%&ti&na* 'atr&nage %&ti5e : E%&ti&na* 'atr&nage %&ti5e are t"& e i%'.* e #"i!" %&ti5ate &r 'er .a$e a -.(er t& '.r!"a e ,r&% 'e!i,i! "&' . T"ere %a( -e n& *&gi!a* rea &ning -e"in$ "i $e!i i&n t& '.r!"a e ,r&% a 'arti!.*ar "&'. He %a( i%'*( $e!i$e t& -.( ,r&% "i 9%& t 're,erre$: "&') %ere*( -a e$ &n .-7e!ti5e rea &n . Rati&na* 'atr&nage %&ti5e : I, a -.(er &*i!it a 'arti!.*ar "&' a,ter ,&**&#ing a *&gi!a* rea &ning &, t"e %in$) t"i i !a**e$ rati&na* 'atr&nage %&ti5e . He %a( e*e!t a "&' -e!a. e it &,,er a 5ariet( &, 'r&$.!t ) &r t&!k t"e *ate t $e ign an$ %&$e* ) &r a .re 'r&%'t $e*i5er( an$ g&&$ a,ter a*e er5i!e.
%enti&ne$ ear*ier) e5en 'atr&nage %&ti5e
!an -e a
!&%-inati&n &, e%&ti&na* an$ rati&na* %&ti5e . BUYING ROLES A -ig ta k ,&r t"e %arketer i t& i$enti,( t"e target -.(er &, a 'arti!.*ar ne# 'r&$.!t. T"e %arketer "a t& kn&# #"& %ake t"e -.(ing $e!i i&n ,&r t"e 'arti!.*ar 'r&$.!t !ateg&r(. 6er( &,ten) %& t &, t"e '.r!"a e $e!i i&n in5&*5e a De!i i&n Making Unit >DMU? !&%'ri ing &, %&re t"an &ne 'er &n. S& "e "a t& .n$er tan$ t"e r&*e &, t"e 5ari&. 'e&'*e in5&*5e$ in t"e $e!i i&n %aking 'r&!e . T"ere are ,i5e $i,,erent t('e &, r&*e t"at 'e&'*e '*a( in a -.(ing $e!i i&n. T"e( are a ,&**&# :
Initiat&r: T"e 'er &n #"& ,ir t .gge t t"e i$ea &, -.(ing t"e 'r&$.!t &r er5i!e. In,*.en!er: T"e 'er &n #"& e 5ie# &r a$5i!e in,*.en!e $e!i i&n. t"e
De!i$er: T"e 'er &n #"& $e!i$e &n an( !&%'&nent &, a -.(ing $e!i i&n: #"et"er t& -.() #"at t& -.() "&# t& -.() &r #"ere t& -.(.
B.(er: T"e 'er &n #"& %ake t"e a!t.a* '.r!"a e. U er: T"e 'er &n #"& !&n .%e t"e 'r&$.!t &r er5i!e.
It #i** -e 5er( . e,.* ,&r t"e !&%'an( i, it i a-*e t& i$enti,( t"e r&*e &, t"e 'er &n in5&*5e$ in t"e $e!i i&n %aking 'r&!e . T"i i -e!a. e t"i in,&r%ati&n #i** "e*' t"e% in $e igning t"e 'r&$.!t) a**&!ate ,.n$ ,&r t"e 'r&%&ti&na* -.$get) #&rk &.t t"e !&%%.ni!ati&n %e$ia) an$ $e!i$e ,&r #"&% t"e %e age i t& -e $ire!te$. B.(ing Be"a5i&.r: C&n .%er $e!i i&n %aking 5arie #it" t"e t('e &, -.(ing $e!i i&n. T"e $e!i i&n t& -.( t&&t"'a te) a tenni ra!ket) a
'er &na* !&%'.ter) an$ a ne# !ar are a** 5er( $i,,erent. C&%'*e2 an$ e2'en i5e '.r!"a e are *ike*( t& in5&*5e %&re -.(er $e*i-erati&n. 8ORKING TO8ARDS ENHANCING CUSTOMER SATISFACTION In t"e e2i ting -. ine en5ir&n%ent) %arket are t.r-.*ent an$ "&.*$ &'t ,&r
!. t&%er nee$ are ,a t !"anging. T"ere,&re) !&%'anie
#a( t& a$$ 5a*.e ,&r t"eir !. t&%er -( &,,ering 'r&$.!t &r er5i!e 7. t t"e #a( t"e( #ant it. 8"en t"e !. t&%er "a t& !"&& e ,r&% a *arge n.%-er &, &'ti&n ) ,eat.re ) 'ri!ing tr.!t.re an$ 5ari&. $e*i5er( %et"&$ ) &,,ering a .ni;.e 'r&$.!t t& e5er( in$i5i$.a* !. t&%er #i** g& a *&ng #a( in a$$ing 5a*.e t& t"e !&n .%er $e!i i&n %aking 'r&!e . C. t&%er ati ,a!ti&n i a !&ntin.&. 'r&!e #"i!" $&e n&t -egin &r en$ #it" a '.r!"a e. It !&5er t"e entire @&#ner "i' e2'erien!e1 ,r&% e*e!ting a 'r&$.!t) t& '.r!"a e) t& a,ter!are t& a re'eat '.r!"a e. T". ) t"ere are t"ree tage in t"e !. t&%er ati ,a!ti&n 'r&!e ) na%e*(: 1. 0re a*e : D.ring t"i $e5e*&'e$ t"r&.g" t"e tage) t"e !. t&%er1 e2'e!tati&n are 5ari&. in,&r%ati&n &.r!e *ike
a$5erti ing) #&r$ &, %&.t" an$ & &n. <. D.ring a*e : 8"en t"e !. t&%er i engage$ in e2'erien!ing "&# t& $ea* #it" en;.irie an$ e** 'r&$.!t .
3.
A,ter a*e : T"i re,er t& t"e 'eri&$ #"ere t"e !. t&%er "a tarte$ . ing t"e 'r&$.!t T"e 're3 a*e 'eri&$: T"i re,er t& !*ear) . e,.* in,&r%ati&n &n:
4.
T"e 'r&$.!t &r er5i!e. It ;.a*it( a 'e!t. It !&re -ene,it &r a$5antage . It 'ri!e
It a5ai*a-i*it( &r a*e &.t*et. H&# t& &-tain it. D.ring a*e 'eri&$: O''&rt.nit( t& in 'e!t t"e 'r&$.!t . 0r&5i i&n &, an attra!ti5e a*e en5ir&n%ent. C&.rte&. an$ e,,e!ti5e er5i!e. Rea &na-*e an$ re*ia-*e $e*i5er(. En"an!ing ;.a*it( &, g&&$ &r er5i!e . 0r&%'t re'*( in !a e &, !&%'*aint re!ei't. Free$&% t& !"&& e #it" .n$.e a*e 're .re. T"e A,ter a*e 'eri&$: I, re;.ire$ ne!e ar( .''&rt &r a$5i!e %. t -e 'r&5i$e$. 0r&%'t re'*a!e%ent &r re,.n$ i, ne!e ar(. A %&&t" an$ traig"t ,&r#ar$ !&%'*aint 'r&!e$.re. E,,i!ient re'air an$ %aintenan!e er5i!e. E,,i!ient an$ e,,e!ti5e !&n .%er ,&**&#3.' 'r&!e . Fr&% t"e a-&5e '&int ) it i een t"at !&n .%er ati ,a!ti&n g&e -e(&n$ t"e !&re 'r&$.!t &r er5i!e &,,ering. Marketing $e!i i&n %aker %. t tart -( tr(ing t& .n$er tan$ t"e e*e%ent #"i!" t&get"er #i** $eter%ine t"e ati ,a!ti&n *e5e* . T"e( %. t t"en *i t t"e e*e%ent in a 'r&'er e;.en!e & a t& i$enti,( #"at i t& -e $&ne t& in!rea e t"e !. t&%er1 ati ,a!ti&n *e5e*. T"i !an -e $&ne &n*( i, t"e %arketer in5&*5e a ( te% #"i!" ,a!i*itate intera!ti&n #it" t"eir !. t&%er . T"e e intera!ti&n #i** 'r&5e t& -e e;.a**( i%'&rtant a
t"e ;.a*it( &, t"e !&re 'r&$.!t &r er5i!e &,,ere$ -( t"e !&%'an( in t"e *&ng r.n. MAAOR FACTORS INFLUENCING BUYING BEHA6IOR 0er &na*it(3An in$i5i$.a*1 'er &na*it( re*ate t& 'er!ei5e$ 'er &na*
!"ara!teri ti! t"at are !&n i tent*( e2"i-ite$) e 'e!ia**( #"en &ne a!t in t"e 're en!e &, &t"er . In %& t) -.t n&t a**) !a e t"e -e"a5i&r &ne 'r&7e!t in a it.ati&n i an&t"er it.ati&n. In t"i i%i*ar t& t"e -e"a5i&r a 'er &n e2"i-it in #a( 'er &na*it( i t"e .% &, en &r(
e2'erien!e &t"er get ,r&% e2'erien!ing a 'er &n >i.e.) "&# &ne ta*k ) rea!t ?. 8"i*e &ne1 'er &na*it( i &,ten inter'rete$ -( t"& e #e intera!t #it") t"e 'er &n "a t"eir &#n 5i i&n &, t"eir 'er &na*it() !a**e$ Se*, C&n!e't) #"i!" %a( &r %a( n&t -e t"e a%e "a "&# &t"er 5ie# . . CULTURAL FACTORS C.*t.re: E2ert t"e %a2i%.% in,*.en!e &n !&n .%er -e"a5i&r. C.*t.re i t"e -a i! $eter%inant &, a 'er &n #ant . It re,er t& a et &, *earnt -e*ie, ) 5a*.e ) attit.$e ) !. t&% ) "a-it an$ &t"er ,&r% &, -e"a5i&r t"at are "are$ in &!iet(. S.- C.*t.re: Ea!" !.*t.re !&n i t &, %a**er .-!.*t.re t"at 'r&5i$e %&re 'e!i,i! i$enti,i!ati&n an$ &!ia*i+ati&n ,&r it %e%-er . T"e( are ,&.r t('e &, .-!.*t.re t"e( are : NATIONALITY GROU0S
DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE
RELIGIOUS GROU0S RACIAL GROU0S GEOGRA0HIC GROU0S S&!ia* C*a : It i t"e $i5i i&n &, 'e&'*e in t"e &!iet() #"i!" are "ierar!"i!a**( &r$ere$) an$ it %e%-er SOCIAL FACTORS Re,eren!e Gr&.' T"e( are t"e &!ia*) e!&n&%i! &r 'r&,e i&na* gr&.' t"at "a5e a $ire!t &r in$ire!t in,*.en!e &n t"e 'er &n1 attit.$e &r -e"a5i&r. C&n .%er a!!e't in,&r%ati&n 'r&5i$e$ -( t"eir 'eer gr&.' attit.$e an$ e2'& e t"e% t& a ne# -e"a5i&r. Fa%i*( It i t"e %& t in,*.entia* gr&.' a t"e attit.$e ) "a-it an$ 5a*.e are "a'e$ -( t"e ,a%i*(1 in,*.en!e. T"e %e%-er &, ,a%i*( '*a( $i,,erent r&*e .!" a in,*.en!er) $e!i$er) '.r!"a er an$ . er in t"e -.(ing 'r&!e . R&*e an$ Stat. R&*e re're ent t"e '& iti&n #e ,ee* #e "&*$ &r &t"er ,ee* #e "&.*$ "&*$ #"en $ea*ing in a gr&.' en5ir&n%ent. T"e e '& iti&n !arr( !ertain re '&n i-i*itie T"e !&n .%er -.(ing -e"a5i&r i a* & in,*.en!e$ -( t"e &n t"e ;.a*it() 'er,&r%an!e) t(*e et! &, a 'r&$.!t. T"e e gr&.' in,*.en!e t"e 'er &n1 "are i%i*ar 5a*.e an$ -e"a5i&r.
DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE 1!
r&*e an$ tat. &, 'er &n. It in,*.en!e a 'er &n in taking a !ertain $e!i i&n. 0ERSONAL FACTORS Age A!!&r$ing t& R. e** 0e&'*e -.( $i,,erent g&&$ an$ er5i!e &5er t"eir *i,eti%e. T"e *i,e!(!*e &, a 'er &n i in,an!() a$&*e !en!e) teenage) a$.*t %i$$*e age an$ &*$ age. In ea!" tage t"e 'er &n -.(ing -e"a5i&r i $i,,erent. T"e 'er &n i $e'en$ent &n &t"er $.ring t"e ,ir t t"ree tage ) t"en in t"e ne2t tage "e n&t &n*( take $e!i i&n -.t a* & in,*.en!e &t"er -.(ing $e!i i&n an$ in t"e *a t tage &, t"e *i,e !(!*e t"e $e!i i&n are again %a$e -( &t"er . O!!.'ati&n It a* & in,*.en!e "i &r "er !&n .%'ti&n 'attern -e!a. e &!!.'ati&n $e!i$e "i a-i*it( t& -.( F&r e2a%'*e B A -*.e3!&**ar #&rker #i** -.( #&rk !*&t"e an$ #&rk "&e #"i*e a !&%'an(1 're i$ent #i** -.( e2'en i5e .it ) !*.- %e%-er "i' an$ a *.2.r( !ar. E!&n&%i! Cir!.% tan!e 0r&$.!t !"&i!e i great*( a,,e!te$ -( &ne e!&n&%i! !ir!.% tan!e . 0e&'*e1 e!&n&%i! !ir!.% tan!e !&n i t &, t"eir 'en$ a-*e in!&%e) a5ing ) a et ) $e-t ) -&rr&#ing '&#er an$ attit.$e t&#ar$ 5er . a5ing. 'en$ing
Li,e t(*e
It i t"e 'attern &r #a( &, *i5ing &, a 'er &n. T"i #i** -e in$i!ate$ t"r&.g" t"e 'er &n1 a!ti5itie ) intere t an$ &'ini&n . Hen!e "e #i** !"& e 'r&$.!t a!!&r$ing t& "i *i,e t(*e. 0YSCHOLOGICAL FACTORS M&ti5ati&n3 M&ti5ati&n re*ate t& &.r $e ire t& a!"ie5e a !ertain
&.t!&%e. F&r in tan!e) #"en it !&%e t& %aking '.r!"a e $e!i i&n !. t&%er 1 %&ti5ati&n !&.*$ -e a,,e!te$ -( .!" i .e a ,inan!ia* '& iti&n >e.g.) Can I a,,&r$ t"e '.r!"a e=?) ti%e !&n traint >e.g.) D& I nee$ t& %ake t"e '.r!"a e ;.i!k*(=?) &5era** 5a*.e >e.g.) A% I getting %( %&ne(1 #&rt"=?) an$ 'er!ei5e$ ri k >e.g.) 8"at "a''en i, I %ake a -a$ $e!i i&n=?.0 (!"&*&gi t "a5e $e5e*&'e$ t"e&rie &, ".%an %&ti5ati&n. T"e -e t t"ree %&ti5ati&n t"e&rie are gi5en -( Sig%.n$ Fre.$) A-ra"a% Ma *&# an$ Fre$eri!k Her+-erg. 0er!e'ti&n A %&ti5ate$ 'er &n i rea$( t& a!t. H&# t"e %&ti5ate$ 'er &n a!t.a**( a!t i in,*.en!e$ -( "i &r "er 'er!e'ti&n &, t"e it.ati&n. T& 'er!ei5e i t& ee) t& "ear) t& t&.!") t& ta te) t& %e** an$ t& en e &%et"ing & a t& ,in$ %eaning in t"e e2'erien!e. 0e&'*e !an e%erge #it" $i,,erent 0er!e'ti&n &, t"e a%e &-7e!t -e!a. e &, t"ree 'er'et.a* 'r&!e e t"at i e*e!ti5e retenti&n) e*e!ti5e attenti&n an$ e*e!ti5e $i t&rti&n.
Learning In5&*5e !"ange in an in$i5i$.a*1 -e"a5i&r ari ing ,r&% e2'erien!e &r 'ra!ti!e. M& t ".%an -e"a5i&r i *earne$. It i 'r&$.!e$ t"r&.g" t"e inter'*a( &, $ri5e ) ti%.*i) !.e ) re '&n e an$ rein,&r!e%ent.
Be*ie, an$ Attit.$e A -e*ie, i a $e !ri'ti5e t"&.g"t t"at a 'er &n "&*$ &%et"ing. T"r&.g"
$&ing an$ *earning) 'e&'*e a!;.ire -e*ie, an$ attit.$e . T"e e in t.rn in,*.en!e t"eir -.(er -e"a5i&r. T"e -e*ie, %a( -e -a e$ &n kn&#*e$ge) &'ini&n) &r ,ait". T"e( %a( &r %a( n&t !arr( an e%&ti&na* !"arge. An attit.$e i a 'er &n en$.ring ,a5&ra-*e &r .n,a5&ra-*e e5a*.ati&n ) e%&ti&na* ,ee*ing ) an$ a!ti&n ten$en!ie t&#ar$ &%e &-7e!t &r i$ea. 0e&'*e "a5e attit.$e t&#ar$ a*%& t e5er(t"ing: re*igi&n) '&*iti! ) !*&t"e ) %. i!) ,&&$ an$ & &n. Attit.$e '.t t"e% int& a ,ra%e &, %in$ &, *iking &r $i *iking an &-7e!t. THE FI6E STAGES IN CONSUMER BUYING 0ROCESS 0r&-*e% Re!&gniti&n T"e -.(ing 'r&!e tart #"en t"e -.(er re!&gni+e a 'r&-*e% &r nee$.
T"e nee$ %a( -e a!ti5ate$ -( interna* &r e2terna* ti%.*i. T"e inten it( &, #ant #i** in$i!ate t"e 'ee$ at #"i!" t"e 'er &n #i** %&5e t& ,.*,i** it. In,&r%ati&n Sear!" An ar&. e$ !. t&%er #i** -e in!*ine$ t&#ar$ t"e ear!" ,&r in,&r%ati&n .nti* t"e $e ire$ 'r&$.!t i kn&#n an$ a5ai*a-*e. T"e 'er &n #i** a* & ear!" ,&r in,&r%ati&n .nti* t"e $e ire$ 'r&$.!t i kn&#n an$ a5ai*a-*e. T"e 'er &n #i** a* & ear!" ,&r in,&r%ati&n re*ating t& t"e -ran$) it *&!ati&n an$ t"e %anner &, &-taining t"e 'r&$.!t.
E5a*.ati&n &, A*ternati5e T"i i an i%'&rtant tage in t"e 'r&!e $e!i i&n are taken in t"e e5a*.ati&n 'r&!e . T"e -a i! !&n .%er e5a*.ati&n 'r&!e Fir t*( i a ,&**&# B &, -.(ing #"ere e5era*
B T"e !&n .%er i tr(ing t& ati ,( a nee$.
Se!&n$*( B He i *&&king ,&r !ertain -ene,it ,r&% t"e 'r&$.!t. T"ir$*( B He ee a 'r&$.!t a a -.n$*e &, attri-.te .
0.r!"a e De!i i&n 8"i*e t"e !. t&%er i e5a*.ating t"e a*ternati5e t"e 'er &n #i** "a5e 're,eren!e a%&ng t"e 5ari&. -ran$ ) a *iking t&#ar$ a 'arti!.*ar -ran$ #i** *ea$ t& t"e '.r!"a e &, t"e 'r&$.!t t". a 'r& 'e!ti5e -.(er "ea$ t&#ar$ ,ina* e*e!ti&n. 0& t 0.r!"a e Be"a5i&r On!e t"e 'r&$.!t "a -een '.r!"a e$ t"e !&n .%er #i** e2'erien!e &%e *e5e* &, ati ,a!ti&n an$ $i ati ,a!ti&n. I, t"e $eri5e$ ati ,a!ti&n i a 'er e2'e!te$ ati ,a!ti&n t"en it #i** *ea$ t& -ran$ 're,eren!e an$ -ran$ *&(a*t( *ea$ing t& ,.t.re '.r!"a e . I, t"e '.r!"a e $&e n&t (ie*$ $eri5e$ ati ,a!ti&n t"en t"e !. t&%er -e!&%e $i ati ,ie$ an$ #i** *& e it 're,eren!e.
1.< INDUSTRIAL BACKGROUND OF THE STUDY AND C.I. TECTILE INDUSTRY THE In$ian Te2ti*e In$. tr( "a an &5er#"e*%ing 're en!e in t"e e!&n&%i! *i,e &, t"e !&.ntr(. A'art ,r&% 'r&5i$ing &ne &, t"e -a i! ne!e itie &, *i,e) t"e te2ti*e in$. tr( a* & '*a( a 'i5&ta* r&*e t"r&.g" it !&ntri-.ti&n t& in$. tria* &.t'.t) e%'*&(%ent generati&n) an$ t"e e2'&rt earning &, t"e !&.ntr(. C.rrent*() it !&ntri-.te a-&.t 1/ 'er!ent t& in$. tria* 'r&$.!ti&n) / 'er!ent t& t"e GD0) an$ 1D 'er!ent t& t"e !&.ntr(1 e2'&rt earning . It 'r&5i$e $ire!t e%'*&(%ent t& &5er EF %i**i&n 'e&'*e) #"i!" in!*.$e a .- tantia* n.%-er &, SCGST) an$ #&%en. T"e Te2ti*e e!t&r i t"e e!&n$ *arge t 'r&5i$er &, e%'*&(%ent a,ter agri!.*t.re. T". ) t"e gr&#t" an$ a** r&.n$ $e5e*&'%ent &, t"i in$. tr( "a a $ire!t -earing &n t"e i%'r&5e%ent &, t"e e!&n&%( &, t"e nati&n. T"e In$ian te2ti*e in$. tr( i e2tre%e*( 5arie$) #it" t"e "an$3 '.n an$ I"an$3#&5en e!t&r at &ne en$ &, t"e 'e!tr.%) an$ t"e !a'ita* inten i5e) &'"i ti!ate$ %i** e!t&r at t"e &t"er. T"e $e!entra*i+e$ '&#er *&&% G "& ier( an$ knitting e!t&r ,&r% t"e *arge t e!ti&n &, t"e Te2ti*e T"e in$. tr( "a e!t&r
e5era* 5a t e!t&r #it"in it) 5i+) t"e %i** e!t&r) t"e e!t&r e%'*&( *ak" &, #&rker an$ a* & >!*&t"ing?)
!*&t"ing &r gar%ent e!t&r) t"e "an$*&&% e!t&r an$ t"e '&#er *&&% e!t&r. Ea!" &, t"e e !&ntri-.te !&%%&$itie igni,i!ant*( t& t"e nati&na* e!&n&%(. T"e tra$a-*e .n$er te2ti*e in!*.$e rea$(%a$e gar%ent
!&tt&n (arn ) ,a-ri! ) i*k an$ #&&*en 'r&$.!t ) et!. GARMENT SECTOR
T"e gar%ent e!t&r) "&#e5er) "a e%erge$ a t"e %& t g*&-a*i e$ e!t&r in t"e #&r*$ t&$a(. T"i e!t&r a*&ne e%'*&( a-&.t /.E%i**i&n #&rker . A *arge eg%ent &, t"e gar%ent e!t&r !&%'ri e &, a 5a t $&%e ti! %arket) #"i*e an&t"er igni,i!ant eg%ent !ater t& t"e e2'&rt %arket. M& t &, t"e .nit 'r&$.!ing ,&r e2'&rt are in Tir.'.r) De*"i an$ M.%-ai. A!!&r$ing t& t"e %ini tr( &, !&%%er!e) FE'er !ent &, t"e t&ta* te2ti*e e2'&rt in <HHD3<HHI) #a ,r&% t"e gar%ent e!t&r a*&ne. Near*( IH 'er !ent &, In$ian !*&t"ing e2'&rt g& t& t"e USA an$ t"e EU #"ere t"e( ,a!e ;.&ta re tri!ti&n . A'art ,r&% agri!.*t.re an$ 0atent ) te2ti*e an$ !*&t"ing in 'arti!.*ar are t"e %.rkie t e*e%ent &n t"e tage &, #&r*$ '&*iti! . T"e tr.gg*e &n t"e e t#& e!t&r !&ntin.e$ t"r&.g"&.t t"e Ur.g.a( r&.n$ ,&r eig"t (ear . Te2ti*e an$ !*&t"ing ti** re%ain a t"e %& t !&ntenti&. i .e . 8HAT IS RETAILING= Retai*ing i a $i tri-.ti&n !"anne* ,.n!ti&n #"ere &ne &rgani+ati&n -.( 'r&$.!t ,r&% .''*(ing ,ir% &r %an.,a!t.re t"e 'r&$.!t t"e% e*5e ) an$ t"en e** t"e e $ire!t*( t& !&n .%er . A retai*er i a re e**er >i.e.) &-tain 'r&$.!t ,r&% &ne 'art( in &r$er t& e** t& an&t"er? ,r&% #"i!" a !&n .%er '.r!"a e 'r&$.!t . Re ta.rant ) .'er%arket ) -ank ) %ai*3 &r$er !ata*&g are a** retai*er .Retai*ing i t"e ,ina* *ink in t"e %arketing !"anne* -ringing 'r&$.!t an$ er5i!e ,r&% t"e 'r&$.!er an$ 'r&5i$er t& !&n .%er . A a re e**er) retai*er &,,er %an( -ene,it t& .''*ier an$ !. t&% F&r !&n .%er t"e %& t i%'&rtant -ene,it re*ate t& t"e a-i*it( t& '.r!"a e %a** ;.antitie &, a #i$e a &rt%ent &, 'r&$.!t at 'ri!e t"at are !&n i$ere$ rea &na-*( a,,&r$a-*e an$ at rig"t '*a!e a* &. F&r .''*ier t"e %& t i%'&rtant -ene,it re*ate t& &,,ering &''&rt.nitie t& rea!" t"eir
target %arket) -.i*$ 'r&$.!t $e%an$ t"r&.g" retai* 'r&%&ti&n ) an$ 'r&5i$e !&n .%er ,ee$-a!k t& t"e 'r&$.!t %arketer. er . E6OLUTION OF RETAILING T"e $e5e*&'%ent &, "&''ing %a** !an -e tra!e$ -a!k t& 1IFH1 ) #"en t"e ,ir t De'art%ent t&re #a &'ene$ in 0ari !&n .%'ti&n. Ma tarting t"e era &, %a 0r&$.!ti&n an$ !&n .%'ti&n rati&na*i+e$ an$
in$. tria*i+e$ "&''ing .T"e $e5e*&'%ent &, $e'art%ent t&re %eant %a7&r tran ,&r% in t"e *an$ !a'e &, !itie . C&%%er!ia* a!ti5itie %&5e$ ,r&% '.-*i! treet t& 'ri5ate*( &#ne$ -.i*$ing . De'art%ent !"ange$ t"e !&n!e't &, .Un$er tan$ing t"e !ateg&rie i 5er( i%'&rtant t&re "&''ing an$ *i-erate$ 'e&'*e t& en7&( it -e!a. e .!!e ,.*
trategie an$ ta!ti! 5ar( ,r&% &ne t('e &r retai*er t& t"e ne2t) an$ kn&#ing #"at kin$ &, t&re i t& -e r.n i t"e ,ir t te' in $e igning t"e %arketing 'r&gra% RETAILING INDUSTRY IN INDIA
E5en t"&.g" In$ia "a #e** &5er J %i**i&n retai* &.t*et &, a** i+e an$ t(*e >&r n&n3 t(*e ?) t"e !&.ntr( &re*( *a!k an(t"ing t"at
!an re e%-*e a retai*ing in$. tr( in t"e %&$ern en e &, t"e ter%. T"i 're ent internati&na* retai*ing 'e!ia*i t #it" a great &''&rt.nit(.
T"e In$ia Retai* Re'&rt <HHK !&%'i*e$ -( re ear!" gr&.' I%age
FLR Re ear!" i again &'ti%i ti! a-&.t In$ian Retai* In$. tr(. A 'er t"e re'&rt) 'ira**ing in!&%e an$ ri ing e!&n&%i! gr&#t" >I $&n1t kn&# #"ere it i ? #i** ,.e* t"e gr&#t" &, in$. tr( an$ it #i** t&.!" R . 1I)1H)HHH !r&re -( <H1H. Organi+e$ Retai* i e2'e!te$ t& !&n tit.te 1EM &, it i.e. R . <)EH)HHH !r&re. T"e re'&rt a( t"at t"&.g" 'e&'*e are
'er!ei5ing t"at &rgani+e$ retai* #i** "it %&% L '&' ,&r%at "ar$) -.t %&$erni+ing retai* #i** generate e%'*&(%ent ,&r 1F %i**i&n 'e&'*e in $i,,erent a!ti5itie . F&&$ an$ gr&!er( $&%inate$ t"e retai* eg%ent #it" FK.F 'er !ent "are 5a*.e$ at R D)K<)HHH !r&re) ,&**&#e$ -( !*&t"ing an$ a!!e &rie #it" a K.K 'er !ent "are at R 1)E1)EHH !r&re.
Retai*ing in In$ia i t"&r&.g"*( .n&rgani+e$. T"ere i n& .''*(
!"ain %anage%ent 'er 'e!ti5e. A!!&r$ing t& a .r5e( -( AT Kearne() an &5er#"e*%ing 'r&'&rti&n &, t"e R . EHH)HHH !r&re retai* %arket i UNORGANISED. In ,a!t) &n*( a R .EH)HHH !r&re eg%ent &, t"e %arket i &rgani+e$.
A %.!" a K/ 'er !ent &, t"e J %i**i&n3'*. &.t*et are %a**er 'a!e i a-&.t < ;.are ,eet >!&%'are$ t& 1J ;.are ,eet in t"e Unite$
t"an FHH ;.are ,eet in area. T"i %ean t"at In$ia 'er !a'ita retai*ing State ?. In$iaN 'er !a'ita retai*ing 'a!e i t". t"e *&#e t in t"e #&r*$ > &.r!e: KSA Te!"n&'ak >I? 05t Lt$) t"e In$ia &'erati&n &, t"e US3 -a e$ K.rt Sa*%&n A &!iate ?.
A. t &5er K 'er !ent &, In$iaN '&'.*ati&n i engage$ in retai*ing e!t&rN !&ntri-.ti&n t& t"e GD0.
>!&%'are$ t& <H 'er !ent in t"e Unite$ State ?. T"ere i n& $ata &n t"i
T"e ,ir t !"a**enge ,a!ing t"e &rgani e$ retai* in$. tr( in In$ia i : e!t&r. Tra$iti&na* retai*ing "a
!&%'etiti&n ,r&% t"e .n&rgani e$
e ta-*i "e$ in In$ia ,&r &%e !ent.rie . It i a *&# !& t tr.!t.re) %& t*( &#ner3&'erate$) "a neg*igi-*e rea* e tate an$ *a-&.r !& t an$ *itt*e &r n& ta2e t& 'a(. C&n .%er ,a%i*iarit( t"at r.n ,r&% generati&n t& generati&n i &ne -ig a$5antage ,&r t"e tra$iti&na* retai*ing e!t&r.
In !&ntra t) '*a(er in t"e &rgani e$ e!t&r "a5e -ig e2'en e t&
%eet) an$ (et "a5e t& kee' 'ri!e *&# en&.g" t& -e a-*e t& !&%'ete #it" t"e tra$iti&na* e!t&r. Hig" !& t ,&r t"e &rgani e$ e!t&r ari e ,r&%: "ig"er *a-&.r !& t ) &!ia* e!.rit( t& e%'*&(ee ) "ig" ;.a*it( rea* e tate) %.!" -igger 're%i e ) !&%,&rt ,a!i*itie #it" t"e %i$$*e !*a .!" a air3!&n$iti&ning) -a!k3.' '&#er .''*() ta2e et!. Organi e$ retai*ing a* & "a t& !&'e ' (!"&*&g( t"at t"e -igger an$ -rig"ter a a*e &.t*et i ) t"e %&re e2'en i5e it #i** -e.
In$iaN ,ir t tr.e "&''ing %a** B !&%'*ete #it" ,&&$ !&.rt )
re!reati&n ,a!i*itie an$ *arge !ar 'arking 'a!e B #a ina.g.rate$ a *ate*( a in 1KKK in M.%-ai. >t"i %a** i !a**e$ OCr& r&a$ O?.L&!a* !&%'anie an$ *&!a*3,&reign 7&int 5ent.re are e2'e!te$ t& %&re a$5antage&. *( '& iti&ne$ t"an t"e '.re*( ,&reign &ne in t"e ,*e$g*ing &rgani e$ In$iaN retai*ing in$. tr(.
T"e e $ra#-a!k
're ent &''&rt.nit( t& internati&na* an$G&r t& 'i&neer a %&$ern
'r&,e i&na**( %anage$ In$ian !&r'&rati&n retai*ing in$. tr( in In$ia an$ -ene,it ,r&% it.
T"e 'r& 'e!t are 5er( en!&.raging. T"e ,ir t te' t&#ar$ &'"i ti!ate$ retai*ing are -eing taken) an$ OCr& r&a$ O i t"e -e t
e2a%'*e &, t"i a#akening. M&re .!" %a** "a5e -een '*anne$ in t"e &t"er -ig !itie &, In$ia. .1 RESEARCH DESIGN3 Marketing re ear!" $e ign i t"e 'e!i,i!ati&n &, 'r&!e$.re ,&r
!&**e!ting an$ ana*(+ing t"e $ata ne!e ar( t& "e*' i$enti,( &r rea!t t& a 'r&-*e% &r &''&rt.nit( .!" t"at t"e $i,,eren!e -et#een t"e !& t &,
&-taining 5ari&. *e5e* &, a!!.ra!( an$ t"e e2'e!te$ 5a*.e &, t"e in,&r%ati&n a &!iate$ #it" ea!" *e5e* &, a!!.ra!( i %a2i%i+e$. T"e t('e &, re ear!" . e$ in t"i 'r&7e!t i a $e !ri'ti5e re ear!" $e ign. T"e $e !ri'ti5e t.$( i a ,a!t ,in$ing in5e tigati&n #it" a$e;.ate & $e igne$ t"at it at inter'retati&n. It i t"e i%'*e t ,&r% &, re ear!". It ,&!. e &n 'arti!.*ar a 'e!t &r $i%en i&n &, t"e 'r&-*e% t.$ie$. It i %&re &'"i ti!ate$ t.$ie . A $e !ri'ti5e gat"er $e !ri'ti5e in,&r%ati&n an$ 'r&5i$e in,&r%ati&n ,&r ,&r%.*ating t.$( &-7e!ti5e ai% i$enti,(ing t"e 5ari&. !"ara!teri ti! &, a !&%'an(1 'r&-*e% <.< Tit*e &, t"e t.$(3 A STUDY ON CONSUMER BEHA6IOUR TO8ARDS)
READYMADE GARMENTS #it" LIFESTYLE BANGALORE. <.E STATEMENT OF THE 0ROBLEM
'e!ia* re,eren!e t& 8ILLS
ITC *i%ite$ "a$ entere$ int& %an.,a!t.ring &, t"e rea$(%a$e gar%ent in t"e (ear <HHH .n$er t"e -ran$ na%e &, 8i** Li,e t(*e an$ ,&r t"e a%e "a$ t"e 'r&-*e% &, !reating a#arene in t"e gar%ent in$. tr( #"i!" "a$ a*rea$( -een &!!.'ie$ -( 5ari&. &t"er -ran$ . T"e !&n .%er "a$ $i,,erent 're,eren!e 'er!e'ti&n t&#ar$ t"e -ran$ 8i** Li,e t(*e in t"e %arket. T"ere,&re a t.$( #a !"& en t& ana*( e t"e a%&.nt &, a#arene t"at "a$ -een !reate$ -( t"e% an$ t"e !&n .%er -e"a5i&.r t&#ar$ t"e 'r&$.!t> Rea$(%a$e gar%ent ? %an.,a!t.re$ -( t"e% i <./ OBAECTI6ES OF THE STUDY a? T& t.$( t"e "&''ing -e"a5i&r t"e !&n .%er ,r&% 'e!ia*t( "&'. t.$ie$.
-? C. t&%er1 attit.$e an$ 'er!e'ti&n t&#ar$ 8i** Li,e t(*e t&re. !? C. t&%er1 e2'e!tati&n an$ ati ,a!ti&n *e5e* . $? T& &,,er .gge ti&n -a e$ &n t"e ,in$ing . <.F NEED FOR THE STUDY T"e -a i! '.r'& e &, t"i t&#ar$ t.$( i t& ana*( e t"e !&n .%er -e"a5i&.r #it" 'e!ia* re,eren!e t& 8ILLS
rea$(%a$e gar%ent
LIFESTYLE. In t"e t.$( re ear!"er ana*( e t"e -e"a5i&.r &, t"e !&n .%er -.(er t& .n$er tan$ t"e ne# &''&rt.nitie in t"e %arket ,&r t"e i%'r&5e%ent &, a*e an$ !&n .%er ati ,a!ti&n t&#ar$ t"e 'r&$.!t. T". t"e &5era** nee$ ,&r t"e t.$( i t& .gge t a ne# %arketing trateg( -( ana*( ing %arketing &''&rt.nitie t&#ar$ 8ILLS LIFESTYLE. <.J SCO0E OF THE STUDY T"i t.$( i -a e$ &n a .r5e( !&n$.!te$ in Banga*&re !it() & it &, 8i** an$
!&n,ir% it e*, t& t"e ana*( i &, 5ari&. !&n .%er . It !&5er in,&r%ati&n gat"ere$ ,r&% t"e 're ent an$ ,.t.re '&tentia* !. t&%er Li,e t(*e a #e** a ,r&% t"e re '&n$ent #"& "a5e e2're e$ t"eir 5ie# &n rea$(%a$e gar%ent . T"e t.$( e%'"a i &n -ran$ a#arene !&n .%er -e"a5i&.r t&#ar$ gar%ent ?. #i** *i,e t(*e 'r&$.!t >rea$(%a$e
<.D
RESEARCH INSTRUMENT
Re ear!" in tr.%ent i an in tr.%ent t"r&.g" #"i!" $ata i !&**e!te$ a a!!.rate a '& i-*e. It "&.*$ -e ea ( t& . e !&n5enient ,&r &-taining
$ata an$ t"e re ear!"er "&.*$ ,in$ it ea ( t& gat"er a!!.rate $ata . ing t"i in tr.%ent . e$ in re ear!" are3 PUESTIONNAIRE: ;.e ti&nnaire i a '&'.*ar %ean &, $ata !&**e!ti&n in tr.%ent. A ;.e ti&nnaire . e a tr.!t.re$) tan$ar$i+e$ ,&r%at &, $ata !&**e!ti&n t& re!&r$ 5er-a* re '&n e t& ;.e ti&n . 0arti!.*ar*( #"en t"e '&'.*ati&n t& -e !&5ere$ i 5er( *arge an$ t"e t.$( #i "e t& !&**e!t $ata a-&.t 'e!i,i! a 'e!t &, !&n .%er a#arene ) attit.$e) &'ini&n ) 'ri&r an$ 're ent -e"a5i&r) it i re!&%%en$e$ t& $e ign a ;.e ti&nnaire. T"e e2a!t ,&r%at an$ e;.en!e &, t"e ;.e ti&nnaire #i** great*( $e'en$ &n t"e t.$( &-7e!ti5e an$ t"e %et"&$ &, a$%ini trati&n &, t"e ;.e ti&nnaire.
T('e &, ;.e ti&n . e$ t& ,ra%e t"e ;.e ti&nnaire: O'en en$e$ ;.e ti&n :3 O'en en$e$ ;.e ti&n *ea5e t"e re '&n$ent ,ree t& &,,er an( re'*ie t"at ee% a''r&'riate in *ig"t &, t"e ;.e ti&n . M.*ti'*e !"&i!e ;.e ti&n :3 It 're ent eit"er in t"e ;.e ti&n 'r&'er &r i%%e$iate*( ,&**&#ing t"e ;.e ti&n) t"e *i t &, '& i-*e an #er ,r&% #"i!" t"e re '&n$ent %. t !"&& e. Di!"&t&%&. ;.e ti&n :3 It re're ent an e2tre%e ,&r% &, t"e %.*ti'*e !"&i!e ;.e ti&n) a**&# &n*( t#& re '&n e ) .!" a 9(e 3n&:) 9agree3 $i agree:) 9%a*e3,e%a*e: an$ 9$i$3$i$ n&t:. Str.!t.re$ Dire!t inter5ie#: A ,&r%a* ;.e ti&nnaire !&n i t &, tr.!t.re$ an$ $ire!t ,&r% &,
;.e ti&n . T"e inter5ie#er i in tr.!te$ t& a k t"e 'er &n t"& e ;.e ti&n
&n*( in t"e &r$er gi5en in t"e ;.e ti&nnaire. T"i %&$e &, $ata !&**e!ti&n i tr.!t.re$ an$ $ire!t in nat.re. ent -( %ai* an$
MAIL SUR6EY : T"i in tr.%ent i a ;.e ti&nnaire -.t it i
re '&n e i a* & &-taine$ -( Mai*) H&#e5er) t"e re '&n e !&.*$ -e *&#. A'art ,r&% t"i t"ere are a* & &t"er %e!"ani!a* &r e*e!tr&ni! $e5i!e #"i!" are a* & . e$ ,&r getting $ata. Here P.e ti&nnaire #a $e igne$ #it" &'en3en$ an$ !*& e3en$ ;.e ti&n . T"e ;.e ti&nnaire #a $e igne$ in .!" a %anner & a t& !ater t& a** t"e area an$ a 'e!t t"e t.$(. <.I DATA SOURCES 0ri%ar( $ata T"e $ata #"i!" i 'e&'*e) a#arene !&**e!te$ $ire!t*( ,r&% t"e !&n .%er -(
!&%%.ni!ating #it" t"e%. It "e*' t& kn&# t"e attit.$e an$ &'ini&n &, an$ kn&#*e$ge) -e"a5i&.r et!. C&nta!ting t"e a%'*e %e%-er an$ t"en getting t"e re;.ire$ in,&r%ati&n -( . ing &- er5ati&n an$ !&%%.ni!ati&n !&**e!t t"i $ata. T"ere are &%e $ata !&**e!ting in tr.%ent . T"e e are : a. -. !. S.r5e( Met"&$ O- er5ati&n Met"&$ E2'erien!e Met"&$.
SUR6EY METHOD3 S.r5e( i %& t !&%%&n*( . e$ %et"&$ &, 'ri%ar( $ata !&**e!ti&n in %arketing re ear!". T"i %et"&$ "a -een . e$ -e!a. e &,
it e2tre%e ,*e2i-i*it(. S.r5e( re ear!" i t"e $ata ,r&% re '&n$ent t"r&.g" ;.e ti&nnaire.
( te%ati! gat"ering &,
T"e '.r'& e &, .r5e( i t& ,a!i*itate .n$er tan$ing &r ena-*e 're$i!ti&n &, &%e a 'e!t &, -e"a5i&.r &, t"e '&'.*ati&n -eing .r5e(e$. A ;.e ti&nnaire i a ,&r%a* *i t &, ;.e ti&n t& -e an #ere$ in t"e .r5e(. In t"e .r5e( %et"&$ ,&r !&**e!ting 'ri%ar( $ata t"ree te!"ni;.e !an -e . e$. T"e e are :
0er &na* Inter5ie# Te*e'"&ne Inter5ie# Mai* Inter5ie#
0ri%ar( $ata #a !&**e!te$ t"r&.g" an inter5ie# #it" t"e "e*' &, a tr.!t.re$ ;.e ti&nnaire) #"i!" !&ntaine$ ;.erie t"at #ere re*e5ant t& t"e '.r'& e &, t"e t.$( a #e** a 'ertinent4 in$. tr( re*ate$ ;.e ti&n . t"e 're ent t.$( ;.e ti&nnaire %ake . e &, -&t" &'en en$e$ an$ !*& e en$e$ ;.e ti&n . Se!&n$ar( Data Se!&n$ar( $ata i t"e in,&r%ati&n #"i!" a*rea$( e2i t . T"e e are $ata #"i!" !an -e !&**e!te$ ,r&% interna* an$ e2terna* &.r!e a'art ,r&% t"e in,&r%ati&n !&**e!te$ ,r&% t"e ,ie*$. Se!&n$ar( $ata !an -e !&**e!te$ ,r&% t"e ,&**&#ing &.r!e :3

GO6ERNMENT 3 Re!&r$ ) Genera* ) B&&k ) Maga+ine et!. COMMERCIAL 3 Market re ear!" !&%'anie ) A$$ agen!ie an$ 'ri5ate
$ata !&**e!ti&n agen!ie .
MISCELLANEOUS SOURCES3 T"e e are &t"er &.r!e *ike &*$ 0r&7e!t )
0.-*i! arti!*e ) Fi*e an$ B&&k .
INTERNAL SOURCES3 C&%'an( re &.r!e ) Ba*an!e "eet) Cata*&g an$
Br&!".re et!.
3T"e e!&n$ar( $ata ,&r t"i re ear!" #a &-taine$ ,r&% te2t-&&k ) -r&!".re an$ internet. 6er( *itt*e re ear!" 'e!i,i! $ata #a a5ai*a-*e4 "en!e %.!" e%'"a i #a gi5en t& 'ri%ar( $ata. <.K 0LAN OF ANALYSIS: T"e $ata !&**e!te$ #a ta-.*ate$ an$ 'er!entage #ere $eter%ine$ t"e inter'retati&n are 're ente$ in ,&r% &, gra'" an$ !"art . C&n!*. i&n "a5e $ra#n an$ .gge ti&n "a5e -een %a$e t& t"e -e t &, kn&#*e$ge. A** t"e #&rk i $&ne .n$er t"e a .%'ti&n t"at t"e $ata !&**e!te$ ,r&% t"e re '&n$ent #a a!!.rate. T"r&.g"&.t t"e .r5e( an$ t"r&.g"&.t t"e ti%e t"e re'&rt #a 're'are$) err&r an$ %i take "a5e -een %a$e %ini%a* $e 'ite t"e kn&#*e$ge & t"e ,a!t t"at #it" a a%'*e i+e &, 1HH) 5ari&. "in$ran!e are -&.n$ t& &!!.r. S.%%ar( &, ,in$ing "a5e -een re!&r$e$ an$ .ita-*e .gge ti&n are gi5en t& i%'r&5e t"e -. ine at 8i** Li,e t(*e.
Ut%& t !are "a -een taken #"i*e 're'aring t"i re'&rt t& ee t"at it !an -e !*ear*( .n$er t&&$ -( t"e rea$er a #e** a -ene,i!ia* ,&r t"e !&%'an(. <.1H SAM0LING 0ROCEDURE Sa%'*ing 'r&!e$.re i a t&ta* 'r&!e$.re &, e*e!ting t"e a%'*e i+e an$ ,&**&#ing t"e te' i in5&*5e$ in a%'*ing: De,ining t"e '&'.*ati&n I$enti,(ing t"e a%'*ing ,ra%e S'e!i,( t"e a%'*ing %et"&$ Deter%ining t"e a%'*e i+e S'e!i,( t"e a%'*ing .nit S'e!i,( t"e a%'*ing '*an Se*e!t t"e a%'*e.
Sa%'*e i a %a** '&rti&n &, t"e t&ta*) #"i!" !an -e taken t& t.$( t"e !"ara!teri ti! &, t"e t&ta*. T"e t&ta* i !a**e$ t"e entire '&'.*ati&n &r .ni5er e an$ t"e re're entati5e i !a**e$ a%'*e. F&r e2a%'*e) i, #e "a5e t& t.$( !"ara!teri ti! &, t#& #"ee*er '.r!"a e a%&ng !&**ege t.$ent in Banga*&re) t"e t&ta* '&'.*ati&n &r .ni5er e !&.*$ -e a''r&2i%ate*( FH)HHH. T"e a%'*e !&.*$ -e 1HH &r 1FH t.$ent) #e are g&ing t& intera!t are !a**e$ a%'*e. 8"en #e #i** inter5ie# t"e% t"e( #i** "&# &%e !"ara!teri ti!. T"e e !an -e a .%e$ a !"ara!teri ti! &, t&ta*. METHODS OF SAM0LING :
Genera**( a%'*ing !an -e &, t#& -r&a$ !ateg&rie t"at are 'r&-a-i*it( an$ n&n3'r&-a-i*it( a%'*ing.
1. 0ROBABILITY SAM0LING :
0r&-a-i*it( a%'*e i !"& en in .!" a #a( t"at ea!" %e%-er &, .ni5er e "a5e kn&#n !"an!e &, -eing e*e!te$ ,&r a a%'*e. Fre;.ent*( te!"ni;.e are Si%'*e Ran$&% a%'*ing) S( te%ati! a%'*ing) Strati,ie$ Ran$&% Sa%'*ing) C*. ter a%'*ing.
SIM0LE RANDOM SAM0LING 3 In t"i ea!" %e%-er &, t"e '&'.*ati&n "a a
kn&#n an$ e;.a* !"an!e &, -eing e*e!te$. F&r e2a%'*e) i, #e "a5e t& e*e!t <H -ran$ &, an( 'r&$.!t &.t &, 1HH t"en #e !an '.t 1HH !"it in a -&2 an$ 'i!k .' <H.
SYSTEMATIC SAM0LING 3 In t"i %et"&$ t"e n.%-er are !"& en in a
( te%ati! #a( .!" t"at ea!" 'er &n "a a kn&#n !"an!e -eing e*e!te$. F&r e2a%'*e) i, #e #ant t& e*e!t <F !. t&%er &, 'i++a &.t &, DF in Banga*&re) t"en e5er( Ft" !. t&%er !an -e e*e!te$. T"i %et"&$ i i%'*e t& e*e!t t"e a%'*e i+e . . NON 0ROBABILITY SAM0LING In n&3'r&-a-i*it( a%'*ing t"e !"an!e &, a 'arti!.*ar .nit -eing e*e!te$ i .nkn&#n) t"at %ean t"e 'r&-a-i*it( &, e*e!ti&n i n&t !*ear. T"ere are t"ree t('e &, n&n3'r&-a-i*it( a%'*ing.
AUDGMENT SAM0LING 3 T"e %ain !"ara!teri ti! &, 7.$g%ent a%'*ing
are t"& e .nit &r e*e%ent in t"e '&'.*ati&n are '.r'& i5e*( e*e!te$. It i -e!a. e &, t"i t"at 7.$g%ent a%'*e .
CON6ENIENCE SAM0LING 3 In t"i %et"&$ t"e a%'*e .nit are !"& en &n
t"e -a i &, !&n5enien!e t& t"e in5e tigat&r.

PUOTA SAM0LING 3 In t"i %et"&$ t"e .ni5er e i $i5i$e int& 5ari&.
trata an$ t"e a%'*ing .nit are !"& en. CURRENT SAM0LING 0LAN: SAM0LING 0ROCEDURE: Ran$&% a%'*ing SAM0LING SIQE: 1HH re '&n$ent GEOGRA0HICAL CO6ERAGE: Banga*&re <.11 LIMITATIONS OF STUDY
T"i
-eing an a!a$e%i!
t.$() it
.,,er
,r&% ti%e an$ !& t
!&n traint . T"e .r5e( #a !&n$.!te$ &n*( &n 1HH re '&n$ent . T"e ana*( i &, t"e t.$( i *i%ite$ t& Banga*&re !it( &n*(. Hen!e it !ann&t -e genera*i+e$ in &t"er '*a!e . T"ere are !"an!e &, re '&n$ent -eing -ia e$ &n $ata) #"i!" #a !&**e!te$ t"r&.g" 'er &na* .r5e(.
COMPANY PROFILE E.1 ORIGIN OF THE ORGANISATION ITC #a in!&r'&rate$ &n A.g. t </) 1K1H .n$er t"e na%e &, RI%'eria* T&-a!!& C&%'an( &, In$ia Li%ite$N. It -eginning #ere ".%-*e. A *ea e$ &,,i!e &n Ra$"a Ba+aar Lane) K&*kata) #a t"e !entre &, t"e C&%'an(N e2i ten!e. T"e C&%'an( !e*e-rate$ it 1Jt" -irt"$a( &n A.g. t </) 1K<J) -( '.r!"a ing t"e '*&t &, *an$ it.ate$ at ED) C"&#ring"ee) >n&# rena%e$ A.L. Ne"r. R&a$? K&*kata) ,&r t"e .% &, R E1H)HHH. T"i $e!i i&n &, t"e C&%'an( #a "i t&ri! in %&re #a( t"an &ne. It #a t& %ark t"e -eginning &, a *&ng an$ e5ent,.* 7&.rne( int& In$iaN ,.t.re. T"e C&%'an(N "ea$;.arter -.i*$ing) N6irginia H&. eN) #"i!" !a%e .' &n t"at '*&t &, *an$ t#& (ear *ater) #&.*$ g& &n t& -e!&%e &ne &, K&*kataN %& t 5enerate$ *an$%ark . T"e C&%'an(N &#ner "i' 'r&gre i5e*( in$iani e$) an$ t"e na%e &, t"e C&%'an( #a !"ange$ t& I.T.C. Li%ite$ in 1KD/. In re!&gniti&n &, t"e C&%'an(N %.*ti3-. ine Cigarette '&rt,&*i& en!&%'a ing a #i$e range &, -. ine e 3 L T&-a!!&) H&te* ) In,&r%ati&n Te!"n&*&g() 0a!kaging)
0a'er-&ar$ L S'e!ia*t( 0a'er ) Agri3E2'&rt an$ Li,e t(*e Retai*ing 3 t"e ,.** t&' in t"e C&%'an(N na%e #ere re%&5e$ e,,e!ti5e Se'te%-er 1I) <HH1. T"e C&%'an( n&# tan$ re!"ri tene$ 9ITC Li%ite$: E.< GRO8TH L DE6ELO0MENT OF THE ORGANISATION
In 1KDK) ITC entere$ t"e 0a'er-&ar$ -. ine
-( 'r&%&ting ITC
B"a$ra!"a*a% 0a'er-&ar$ Li%ite$) #"i!" t&$a( "a -e!&%e t"e %arket *ea$er in In$ia. In 1KIF) ITC et .' S.r(a T&-a!!& C&. in Ne'a* a a 7&int 5ent.re #it" t"e re'.te$ S&a*tee gr&.'. In A.g. t <HH<) S.r(a T&-a!!& -e!a%e a .- i$iar( &, ITC Li%ite$. It na%e #a !"ange$ t& S.r(a Ne'a* 0ri5ate Li%ite$ >S.r(a Ne'a*?. In 1KKH) ITC a!;.ire$ Tri-eni Ti .e Li%ite$) a S'e!ia*t( 'a'er
%an.,a!t.ring !&%'an( an$ a %a7&r .''*ier &, ti .e 'a'er t& t"e !igarette in$. tr(. T"e %erge$ entit( #a na%e$ t"e Tri-eni Ti .e Di5i i&n >TTD?. T& "arne trategi! an$ &'erati&na* (nergie ) TTD #a Di5i i&n t& ,&r% t"e et .' t"e %erge$ #it" t"e B"a$ra!"a*a% 0a'er-&ar$ 1KKH) *e5eraging it Internati&na* B. ine
0a'er-&ar$ L S'e!ia*t( 0a'er Di5i i&n in N&5e%-er) <HH<.A* & in agri3 &.r!ing !&%'eten!() ITC Di5i i&n >IBD? ,&r e2'&rt &, agri3!&%%&$itie .
T"e Di5i i&n i t&$a( &ne &, In$iaN *arge t e2'&rter . In <HHH) ITCN 0a!kaging L 0rinting -. ine *a.n!"e$ a *ine &, "ig"
;.a*it( greeting !ar$ .n$er t"e -ran$ na%e NE2're i&n N. In <HH<) t"e 'r&$.!t range #a en*arge$ #it" t"e intr&$.!ti&n &, Gi,t #ra''er ) A.t&gra'" -&&k an$ S*a% -&&k . T"e E2're i&n 0a'erkra,t range &, 're%i.% tati&ner( 'r&$.!t #a r&**e$ &.t in <HHE. ITC a* & entere$ t"e Li,e t(*e Retai*ing -. ine #it" t"e 8i** S'&rt range &, internati&na* ;.a*it( re*a2e$ #ear ,&r %en an$ #&%en in <HHH. T"e 8i** Li,e t(*e !"ain &, e2!*. i5e t&re *ater e2'an$e$ it range in <HH< t& in!*.$e 8i** C*a i! ,&r%a* #ear an$ 8i** C*.- *i,e e5ening #ear. ITC a* & initiate$ a ,&ra( int& t"e '&'.*ar eg%ent #it" it %enN #ear -ran$) A&"n 0*a(er in <HH<.
ITC entere$ t"e -ran$e$ 'a!kage$ F&&$ -. ine
in <HH1 #it" t"e *a.n!"
&, t"e Kit!"en &, In$ia -ran$ &, 're%i.% rea$(3t&3eat g&.r%et !.i ine . In <HH<) ITCN '"i*& &'"( &, !&ntri-.ting t& en"an!ing t"e !&%'etiti5ene &,
t"e entire 5a*.e !"ain ,&.n$ (et an&t"er e2're i&n in t"e Sa,et( Mat!"e initiati5e. ITCN ,&ra( int& t"e %arketing &, In!en e ti!k in <HHE %arke$ t"e %ani,e tati&n &, it 'artner "i' #it" t"e !&ttage e!t&r <HH/ 3ITCN 8i** Li,e t(*e .n5ei*e$ it ,a**G#inter !&**e!ti&n "ere &n Aan J. T"e !&**e!ti&n) ,eat.ring 8i** C*a i! ,&r%a* #ear) 8i** S'&rt re*a2e$ #ear) 8i** C*.-*i,e e5ening #ear) an$ ,a "i&n a!!e &rie ,r&% F.r*a an$ 6a*entin& ,r&% Ita*() i a5ai*a-*e at Nagar7.na Cir!*e. In <HHI3 THE a*e &, ITC "a$ a%&.nte$ t& S<.KI -i**i&n an$ it %a$e 'r&,it #&rt" SH.J/ -i**i&n. It a et #ere #&rt" SE.FD -i**i&n an$ it %arket 5a*.e #a ar&.n$ S1K.H1 -i**i&n. T&$a( ITC 'r&5i$e it 'r&$.!t an$ er5i!e in ,i5e e'arate !ateg&rie B ,a t %&5ing !&n .%er g&&$ ) agri3-. ine e ) "&te* ) in,&r%ati&n te!"n&*&g( an$ 'a'er-&ar$ an$ 'a!kaging. In ,a t %&5ing !&n .%er g&&$ In "&te* e!ti&n ITC &,,er !igarette ) e$.!ati&n an$ tati&ner() In$ia. T"ere are ,&&$ ) a,et( %at!"e ) *i,e t(*e retai*ing) in!en e ti!k an$ 'er &na*!are. e!ti&n t"ere are a n.%-er &, "&te* &, ITC a!r& e5era* -ran$ &, "&te* r.n -( ITC -.t %a7&r gr&.' i 8e*!&%gr&.'. H&te* &, ITC a* & "a5e &%e #e** kn&#n re ta.rant *ike B.k"ara) D.%0.k"t an$ Dak "in t"at 'r&5i$e -ran$e$ ,&&$. In 'a'er-&ar$ an$ 'a!kaging e!ti&n ITC &,,er 'a'er-&ar$ an$ 'e!ia*t( 'a'er an$ 'a!kaging er5i!e .
ITCN 8i** Li,e t(*e t&re near
ITC1S 8ILLS LIFESTYLE ITCN 8i** Li,e t(*e i t"e *arge t retai* !"ain &, 're%i.% a''are* #it" /I &.t*et a!r& !&%'an( #it" t"e !&.ntr(. ITC Li%ite$ *a.n!"e$ 8i** Li,e t(*e #it" #&r*$#i$e e2'erien!e Li,e t(*e in t&re $e igning an$ te!"ni!a* e2'erti e ,r&% ADIG >A%eri!an De ign Inte**igen!e Gr&.'?) a %er!"an$i ing. T"e ,ir t 8i** t&re in .'3%arket S&.t"
E2ten i&n) Ne# De*"i) !&ntin.e t& -e t"e $e ign ,&r%at ,&r a** t"e t&re t"at "a5e &'ene$ t"erea,ter. An internati&na* a%-ien!e) a!"ie5e$ -( t"e e2ten i5e . e &, g*a ) tee* an$ granite) 'r&5i$e t"e 'er,e!t -a!k$r&' ,&r a *ei .re*() internati&na* an$ t"&r&.g"*( ati ,(ing "&''ing e2'erien!e. C. t&%er !an 'i!k a !&%'*ete #ar$r&-e) #it" t"e a i tan!e &, ,a "i&n *iterate ta,,) traine$ t& -e .n&-tr. i5e (et "e*',.*. T"e t&re a* & &,,er a !&n5enien!e .n%at!"e$ in t&$a(N retai* #&r*$. E.E 0RESENT STATUS OF THE ORGANISATION ITC1 Li,e t(*e Retai*ing B. ine Di5i i&n "a e ta-*i "e$ a nati&n#i$e
retai*ing 're en!e t"r&.g" it 8i** Li,e t(*e !"ain &, e2!*. i5e 'e!ia*t( t&re . 8i** Li,e t(*e) t"e ,a "i&n $e tinati&n) &,,er a te%'ting !"&i!e &, 8i** C*a i! #&rk #ear) 8i** S'&rt re*a2e$ #ear) 8i** C*.-*i,e e5ening #ear) ,a "i&n a!!e &rie ) E en+a Di 8i** B an e2!*. i5e range &, ,ine ,ragran!e an$ -at" L -&$( !are 'r&$.!t ,&r %en an$ #&%en an$ Fia%a Di 8i** B a range &, 're%i.% "a%'&& an$ "&#er ge* . 8i**
Li,e t(*e "a a* & intr&$.!e$ 8i** Signat.re) $e igner #ear -( *ea$ing $e igner &, t"e !&.ntr(.
VISION OS. tain ITC1 '& iti&n a &ne &, In$ia1 %& t 6a*.a-*e C&r'&rati&n t"r&.g" #&r*$ !*a 'er,&r%an!e) !reating gr&#ing 5a*.e ,&r t"e In$ian take"&*$er O e!&n&%( an$ t"e !&%'an(1 MISSION 9T& en"an!e t"e #ea*t" generating !a'a-i*it( &, t"e enter'ri e in a g*&-a*i+ing en5ir&n%ent) $e*i5ering .'eri&r an$ . taina-*e take"&*$er 5a*.e.: THE 8ILLS LIFESTYLE BRAND 8i** Li,e t(*e "a -een e ta-*i "e$ a a !"ain &, e2!*. i5e 'e!ia*t( t&re 'r&5i$ing t"e In$ian !&n .%er a tr.*( internati&na* "&''ing e2'erien!e t"r&.g" #&r*$3!*a a%-ien!e) !. t&%er ,a!i*itati&n an$ !*ear*( $i,,erentiate$ 'r&$.!t 're entati&n. O.r t&re "a5e e ta-*i "e$ t"e% e*5e a 're,erre$ "&''ing $e tinati&n in t"e 'ri%e "&''ing $i tri!t a!r& t"e !&.ntr(. At 8i** Li,e t(*e) !. t&%er !an -r&# e at *ei .re) an$ "&' in a re*a2e$ an$ '*ea ing at%& '"ere. T"e . e &, 'a!e i re,re "ing) #"i!" i re,*e!te$ e5en in t"e 'a!i&. !"anging r&&% . E5er( t&re &,,er an internati&na* retai*ing a%-ien!e #it" t"e e2ten i5e . e &, g*a ) tee* an$ granite) re,*e!ting t"e %& t !&nte%'&rar( tren$ in t&re $e ign) t"ere-( !reating a '*en$i$ -a!k$r&' ,&r t"e 're%i.%
&,,ering . 8i** Li,e t(*e *a.n!"e t#& %a7&r !&**e!ti&n e5er( (ear 3 S'ringGS.%%er in ear*( A'ri* an$ Fa**G8inter in O!t&-er. Ea!" !&**e!ti&n !a't.re t"e *ate t tren$ an$ t(*e in ,&r%a*) re*a2e$ an$ e5ening #ear. 8i** Li,e t(*e #a na%e$ S.'er -ran$ <HHJ -( t"e S.'er -ran$ C&.n!i* &, In$ia re!ent*(. 8i** Li,e t(*e "a -een t#i!e $e!*are$ NT"e M& t A$%ire$ E2!*. i5e Bran$ Retai* C"ain &, t"e YearN at t"e I%age Fa "i&n A#ar$ in <HH1 L <HHE. Retai*er &, t"e Year A#ar$ t& 8i** Li,e t(*e in Fa "i&n L Li,e t(*e !ateg&r( at A ia Retai* C&ngre <HHI.8i** Li,e t(*e rate$ a%&ng t t"e t&' F L.2.r( -ran$ in t"e !&.ntr( in a G*&-a* L.2.r( S.r5e( !&n$.!te$ -( TIME Maga+ine. 8i** *i,e t(*e 're ent ne# range in #inter <HHI !&**e!ti&n3 Mr. At.* C"an$) Di5i i&na* C"ie, E2e!.ti5e) ITC1 Li,e t(*e Retai*ing a( ) 9T"e 8i** Li,e t(*e A.t.%n 8inter <HHI !&**e!ti&n i re,ine$) t(*i " an$ &'"i ti!ate$. Kee'ing In *ine #it" t"e *ate t internati&na* tren$ ) t"e *&&k i *.2.ri&. #it" re,re "ing !&*&.r an$ !"i! t(*e . T"e !&**e!ti&n i tr.*( #&r*$ !*a an$ 'r&5i$e &.r $i !erning !&n .%er #it" t"e 5er( -e t ,&r t"e ea &n.: <HHK3 8i** *i,e t(*e ann&.n!e$ 'ringG .%%er <HHK !&**e!ti&n. #i** '&rt .%%er !&**e!ti&n i E2!iting 5i-rant an$ ,.** &, energ( t"i
'ring .%%er. it "a a* & *a.n!"e$ g*a%&.r !&**e!ti&n ,&r %en. It in!*.$e (arn $(e ,&!. e$ &n ne.tra* -a e #it" -rig"t !&*&r tri'e . Hn <I Fe-. <HHK3 ITC 'er &na* !are -. ine t"e Di 8i** *a.n!"e$ t"e ,ir t -&&k in
erie e en!e &, "air at t"e a*&n De #i** $.ring #i**
*i,e t(*e In$ia ,a "i&n #eek a.t.%n #inter HK in NE8DELHI
8i** Li,e t(*e B C*a i!: T"i ea &n 8i** C*a i!) ne# age ,&r%a* #ear) 're ent a t&r( &,
e*egan!e an$ &'"i ti!ati&n. LIFESTYLE RETAILING
O5er t"e *a t t"ree (ear ) ITC1 Li,e t(*e Retai*ing B. ine
Di5i i&n "a
e ta-*i "e$ a nati&n#i$e retai*ing 're en!e t"r&.g" it 8i** Li,e t(*e !"ain &, e2!*. i5e 'e!ia*t( t&re . Beginning #it" it initia* &,,ering &, 8i** S'&rt 're%i.% re*a2e$ #ear ,r&% t"e ,ir t t&re at S&.t" E2ten i&n) Ne# De*"i in A.*( <HHH) ITC "a in a "&rt 'an &, ti%e e2'an$e$ it -a ket &, &,,ering t& t"e ,&r%a* eg%ent #it" 8i** C*a i! ,&r%a* #ear an$ t& t"e &!ia* e5ening eg%ent #it" 8i** C*.-*i,e) e5ening #ear. 8it" a $i tin!ti5e 're en!e a!r& eg%ent at t"e 're%i.% en$) ITC "a
n&# initiate$ a ,&ra( int& t"e '&'.*ar eg%ent #it" it %en1 #ear -ran$ @A&"n 0*a(er 1 B t"ere-( a 'iring t& -.i*$ a $&%inant 're en!e in t"e a''are* %arket t"r&.g" a r&-. t '&rt,&*i& &, &,,ering .
ITC1 @8i** Li,e t(*e1 "a -een e ta-*i "e$ a a !"ain &, e2!*. i5e 'e!ia*t( t&re 'r&5i$ing t"e In$ian !&n .%er a tr.*( @Internati&na* S"&''ing E2'erien!e1 t"r&.g" a %eti!.*&. *( !reate$ #&r*$3!*a a%-ien!e) !. t&%er ,a!i*itati&n an$ !*ear*( $i,,erentiate$ 'r&$.!t 're entati&n. T"ere are !.rrent*( /I t&re in EI !itie a!r& 're,erre$ "&''ing $e tinati&n in t"e 'ri%e "&''ing $i tri!t . At t"e @8i** Li,e t(*e1 t&re) !. t&%er !an -r&# e at *ei .re) an$ "&' in a re*a2e$ an$ '*ea ing at%& '"ere. T"e . e &, 'a!e i re,re "ing in t"e @8i** Li,e t(*e1 t&re . T"i i re,*e!te$ e5en in t"e t&re tri5e 'a!i&. !"anging r&&% . E5er( @8i** Li,e t(*e1 t& &,,er an t"e *engt" an$ -rea$t" &, t"e !&.ntr( an$ t"e e "a5e e ta-*i "e$ t"e% e*5e a
internati&na* retai*ing a%-ien!e #it" t"e e2ten i5e . e &, g*a ) tee* an$ granite) re,*e!ting t"e %& t !&nte%'&rar( tren$ in t&re $e ign) t"ere-( !reating a '*en$i$ -a!k$r&' ,&r t"e 're%i.% &,,ering . T"e ai% i t& 'r&5i$e an &.t tan$ing an$ re*a2e$ 're%i.% -.(ing e2'erien!e. @8i** S'&rt1 "a .!!e ,.**( %arkete$ ,a "i&na-*e 're%i.% re*a2e$
a''are* ,&r %en an$ #&%en ,&r e5en ea &n . @8i** S'&rt1 "a n&# -e!&%e t"e 5i-rant ,a!e &, !&nte%'&rar( ,a "i&n) 're enting t"e %& t $e,initi5e OL&&k O &, t"e ea &n. In S'ringGS.%%er <HHE) ,&r e2a%'*e) @8i** S'&rt1 're ente$ t"e OC&&* S.%%er L&&kO B #"ite an$ 'a te* in &,t !&tt&n an$ ,ine *inen. In$ia1 Fa "i&n In$. tr( "a re!&gni e$ t"e -ran$1 tr.*( #&r*$3!*a tan$ar$ an$ e2!e**en!e. At I%age Fa "i&n A#ar$ <HH<) 8i** S'&rt #a $e!*are$ OT"e %& t a$%ire$ 8&%en1 #ear -ran$ &, t"e (earO) an in$i!ati&n &, t"e $i tin!ti5e '& iti&ning an$ i$entit( t"at t"e -ran$ "a .!!e ,.**( a!"ie5e$ in t"e gr&#ing #e tern #&%en1 #ear %arket.
Ha5ing e ta-*i "e$ a $i tin!ti5e 're en!e in t"e 're%i.% a''are* eg%ent in a "&rt 'an &, ti%e #it" 8i** S'&rt 're%i.% re*a2e$ #ear an$ 8i** C*a i! Ne# Age ,&r%a* ) ITC *a.n!"e$ 8i** C*.-*i,e in Ma( <HHE in t"e gr&#ing e5ening #ear eg%ent) t"ere-( trengt"ening it '&rt,&*i& in t"e 're%i.% eg%ent. T"e -ran$ i .ni;.e*( '& iti&ne$ t& !&%'*e%ent t"e g*ittering e5ening *i,e &, 're%i.% !*&t"e .
ITC1 @8i** Li,e t(*e1 t&re !&%'*e%ent t"e range &, 're%i.% a''are* #it" a te%'ting !"&i!e &, ,a "i&n a!!e &rie in!*.$ing) -( a 'e!ia* arrange%ent #it" internati&na* $e ign "&. e ) ignat.re e(e#ear ,r&% 6a*entin& an$ $e igner "an$-ag ,r&% F.r*a. ITC *a.n!"e$ it -ran$ &, %en1 a''are* in t"e '&'.*ar eg%ent) @A&"n 0*a(er 1) in De!e%-er <HHJ t& -r&a$3-a e t"e arra( &, -ran$e$ a''are* t"at t"e C&%'an( &,,er an$ .rt"er trengt"en it r&-. t -ran$e$ gar%ent '&rt,&*i&. T"i ,&ra( int& t"e '&'.*ar eg%ent *e5erage ITC1 'r&5en !&%'eten!ie in -.i*$ing *&ng3 ter% tra$e 'artner "i' an$ e ta-*i "ing &%ni're ent -ran$ a5ai*a-i*it(.
T"e @A&"n 0*a(er 1 range &, %en1 a''are* -ear te**ing te ti%&n( t& ITC1 ignat.re attenti&n t& %in.te $etai*. It En$ea5&.r1 t& $e*i5er .n-eata-*e 5a*.e t& t"e $i !erning !&n .%er at !&%'etiti5e 'ri!e ranging ,r&% R /HH t& R KHH. It i %arkete$ in a .ni;.e*( tran 'arent an$ ee3t"r&.g" 'a!kaging t"at a**&# t"e !&n .%er t& !*ear*( ee t"e gar%ent . It t"ere,&re ,a!i*itate !&n .%er !"&i!e) #"i*e "&#!a ing an$ "ig"*ig"ting t"e $i tin!t an$ in!re%enta* 'r&$.!t 5a*.e t"at t"e -ran$ -ring . T"e e en!e &, t"e -ran$ an$ it %e age i t"at tr.e intrin i! #&rt" #i** .re*( -e een) a''re!iate$ an$ a$%ire$. It i t"i e en!e t"at t"e -a e3 *ine &, t"e -ran$1 a$5erti e%ent en!a' .*ate : O8"en (&.1re .re) it "&# O. 8it" t"e !reati&n &, an internati&na* !*a @8i** Li,e t(*e1 retai* !"ain)
t"e -.i*$ing &, a '&#er,.* -ran$ '&rt,&*i& in t"e "ig"*( !&%'etiti5e 're%i.% %arket in -ran$e$ gar%ent ) an$ t"e i%'a!t,.* *a.n!" &, @A&"n 0*a(er 1 in t"e '&'.*ar eg%ent) ITC1 Li,e t(*e Retai*ing i '&i e$ t& gr&# an$ -.i*$ a $&%inant 're en!e in t"e !&.ntr(1 ,a "i&n in$. tr(. 8ILLS CLUBLIFE G*a%&r&. e5ening#ear t"at !&%'*i%ent (&.r g*ittering *i,e t(*e
'er,e!t*(. T"i $e ire.
ea &n 8i** C*.- *i,e 're ent a t&r( &, %agi!a* a**.re.
In in5iting !&*&r &, t"e $ark. S"i%%er an$ "ine !reate a ,a !inating
ACCESSORIES
8i** Li,e t(*e &,,er t"e !. t&%er a !&%'*ete #ar$r&-e &, ,a "i&n a''are* an$ a!!e &rie . T"i &,,ere$ a!r& e(e#ear. 8it" t"e intr&$.!ti&n &, 're%i.% ,&r%a* an$ re*a2e$ 7a!ket in t"e range) #i** *i,e t(*e #i** !&ntin.e t& &,,er t"e $e,initi5e *&&k &, t"e ea &n. 8ILLS LIFESTLYLE a* & &,,er t"e !. t&%er #it" ESSENQA DI 8ILLS) an e2!*. i5e range &, ,ine ,ragran!e an$ -at" L -&$( !are 'r&$.!t ,&r %en an$ #&%en. ABOUT CLUB 8ILLS CLUB 8ILLS t"e *i,e t(*e 'ri5i*ege 'r&gra%%e &, #i** *i,e t(*e take &.r re*ati&n "i' #it" &.r 5a*.e$ !. t&%er -e(&n$ ,ine ,a "i&n t& t"e rea*% &, ,ine *i5ing. ea &n a #i$er !"&i!e &, a!!e &rie #i** -e tie ) !.,, *ink ) &!k ) !a' ) "an$ -ag ) #a**et ) -e*t an$
CLUB 8ILLS &,,er it %e%-er : Re#ar$ '&int &n e5er( '.r!"a e %a$e t"at !an -e re$ee%e$ again t *i,e t(*e e2!iting re#ar$ &'ti&n . 0er &na*i+e$ an$ 9SMART &, CHI0: earning '&int . ena-*e$ !ar$ t"at a**&# re$ee%ing
ECCLUSI6E INSTORE 'ri5i*ege FOR A "&''ing e2'erien!e t"at i re,re "ing*( internati&na*.H& t &, LIFESTYLE 0RI6ILEDGES ,r&% #i** *i,e t(*e an$ it 're%i.% 'artner . E./ FUTURE STATUS OF THE ORGANISATION
A t"e !&.ntr(1 %& t a$%ire$ ,a "i&n -ran$. 8i** *i,e t(*e *&&k ,&r#ar$ t& an e2!iting t&%&rr&# &, !"ange. N&# ITC #i** *i,e t(*e -. ine i targeting a <HM gr&#t" ,&r it 're%i.% -ran$ in <HHK3<H1H.
De 'ite t"e !.rrent *&#$&#n t"e a''are* %a7&r "a taken & %an( initiati5e *ike ,&!. ing %&re &n 'r&$.!ti&n i$e) !&3&r$inating &n *&(a*t( 'r&gra%%e in a -ig #a(. 8i** *i,e t(*e #i** &'en 1H ne# t&re in <HHK31H. At 're ent it "a FF t&re in EH !itie . It i a* & *&&king ,&r re5en.e "aring in ne# %a** . E.F FUNCTIONAL DE0ARTMENTS OF THE ORGANISATION: 0RODUCTION DE0ARTMENT 0r&$.!ti&n i t"e -ia a!ti5it( &, a** in$. tria* .nit . A** t"e &t"er a!ti5itie re5&*5e r&.n$ t"i a!ti5it(. T"e en$ 'r&$.!t &, 'r&$.!ti&n a!ti5it( i t"e !ertain &, g&&$ an$ er5i!e ,&r t"e ati ,a!ti&n &, ".%an #ant . A!!&r$ing t& e!&n&%i! ) 'r&$.!t i an a!ti5it( t"r&.g" #"i!" t"e ,&r% .ti*it( i eit"er !reate$ &r en"an!e$. 8i** &#n an$ &'erate %an( %an.,a!t.ring '*an . It a* & &.r!e ,r&% ".n$re$ %an( &t"er a.t"&ri+e$ ,a!t&rie in &r$er t& a*#a( gi5e !. t&%er t"e rig"t gar%ent at t"e rig"t 'ri!e.At 're ent #i** "a g&t ,&.r ,a!t&rie in Ca*!.tta) Har(ana) 0atna) %.%-ai. RESEARCH L DE6ELO0MENT DE0ARTMENT3 M.%-ai ,a!t&r( "a it &#n in "&. e RLD $e'art%ent. T"e( in tr.!t t"e !&ntr&* &, in'.t &, ra# %ateria* an$ in t"e 'r&!e &, ,ini "e$ g&&$ . ;.a*it( !&ntr&* an$ !"e!king
6ari&. te t &n i%'r&5e%ent t& t"e 'r&$.!t) 'r&$.!t a$$iti&n &r $e*eti&n are !&n$.!te$. In RLD $e'art%ent t"e i%'&rtan!e i gi5en t& ,ine t ;.a*it( gar%ent . Fr&% t"e a*e $e'art%ent t"e( get t"e in,&r%ati&n a-&.t t"e %arket i.e.) ,ee$-a!k. A &!iate $& a** %ateria* re;.ire%ent . RLD $e'art%ent gi5e t"e ;.a*it( 'e!i,i!ati&n. 0ERSONNAL DE0ARTMENT: E5er(-&$( kn&# t"at an &rgani ati&n a!"ie5e it en$ -( a 'r&'er .ti*i+ati&n &, t"e %&netar() %ateria* an$ ".%an re &.r!e at it !&%%an$. 8"i*e an$ ".%an re &.r!e t"at a** t"e &t"er re &.r!e are %&-i*i+e$ an$ .ti*i+e$ t& a!"ie5e &rgani ati&na* &-7e!ti5e . T"i ".%an re &.r!e i t"e %& t i%'&rtant &, t"e re &.r!e ) #it"&.t it) an &rgani ati&n !ann&t a!!&%'*i " it &-7e!ti5e . T"e n.%-er) 5ariet( an$ !&%'*e2it( &, t"e ,.n!ti&n &, 'er &nne* %anage%ent rai e a ;.e ti&n t"at #"& "&.*$ $i !"arge t"e ,.n!ti&n &, t"e 'er &nne* $e'art%ent in an in$. tria* e ta-*i "%ent. T& -egin #it") e5er( %anager an$ e5er( .'er5i &r. T& -egin #it") e5er( %anager an$ e5er( .'er5i &r $i !"arge &%e &, t"e e ,.n!ti&n 4 ,&r e2a%'*e) t"e %&ti5ati&n &, e%'*&(ee t& greater &.t'.t an$ e,,i!ien!(. S&%e %anager an$ .'er5i &r are in5&*5e$ in t"e e*e!ti&n) a''&int%ent an$ 'r&%&ti&n &, 'er &nne* an$ in $i !i'*ining ,&r%a* e%'*&(ee . H&#e5er) -( an$ *arge) t"ere i &ne 'er &n #"& $i !"arge t"e %ain ,.n!ti&n an$ !&3&r$inate !ertain 'er &nne* ,.n!ti&n $i !"arge$ -( 5ari&. &t"er %anager an$ .'er5i &r .
ORGANIQATIONAL CHART
MANAGING DIRECTOR
CHIEF EXECUTIVE OFFICER
AREA GENERAL MANAGER
AREA MANAGER
ASSISTANT SHIFT MANAGER
SHIFT MANAGER
ANALYSIS & INTERPRATION OF DATA: Definition of AnalysisAna*( i i t"e 'r&!e &, -reaking a !&%'*e2 t&'i! &r .- tan!e int&
%a**er 'art t& gain a -etter .n$er tan$ing &, it. T"e te!"ni;.e "a -een a''*ie$ in t"e t.$( &, %at"e%ati! an$ *&gi! in!e -e,&re Ari t&t*e) t"&.g" ana*( i a a ,&r%a* !&n!e't i a re*ati5e*( re!ent $e5e*&'%ent. It i t"e 'r&!e &, '*a!ing $ata in &r$ere$ ,&r%) !&%-ing t"e% #it"
e2i ting in,&r%ati&n1 an$ e2tra!ting %eaning ,r&% t"e%. Inter'retati&n i t"e 'r&!e $ata in a t.$(. Analysis metho s "&.*$ -e e*e!te$ &n t"e -a i &, #"et"er &r n&t t"e( #i** -e a-*e t& e,,e!ti5e*( an #er t"e e5a*.ati&n ;.e ti&n #it"in ea!" e5a*.ati&n 'r&7e!t. T"ere are a n.%-er &, !&n i$erati&n #"en e*e!ting e5a*.ati&n %et"&$ . T"e ,ir t i t& %ake .re t"at t"e %et"&$ #"i!" are e*e!te$ are a''r&'riate an$ et"i!a* ,&r t"e gr&.' in5&*5e$ in t"e%. A''r&'riate et"i!a* a''r&5a* 'r&!e e Met"&$ nee$ t& -e ,&**&#e$ #"ere re;.ire$ an$ e5a*.at&r nee$ t& !&n,&r% t& a''r&'riate et"i!a* tan$ar$ . e*e!ti&n in e5a*.ati&n a* & nee$ t& -e 5er( ,&!. e$ &n 5a*.e ,&r %&ne( in ter% &, t"e e*e!ti&n &, %et"&$ . T"ere are . .a**( *i%ite$ e5a*.ati&n re &.r!e an$ t"e( nee$ t& -e . e$ #i e*(. E5a*.ati&n %et"&$ "&.*$ -e @,it ,&r '.r'& e1 in t"e en e t"at t"e( 'r&5i$e t"e a%&.nt &,
&, $ra#ing4 !&n!*. i&n ,r&% t"e gat"ere$
in,&r%ati&n re;.ire$ at a *e5e* &, !ertaint( #"i!" i '.r'& e &, t"e e5a*.ati&n. T('e &, ana*( i B In E!onomi!s
.,,i!ient ,&r t"e
B. ine
ana*( i ) in5&*5e i$enti,(ing t"e nee$ an$ $eter%ining 'r&-*e%
t"e &*.ti&n t& -. ine

Agr& e!& ( te% ana*( i Finan!ia* ana*( i ) t"e ana*( i &, t"e a!!&.nt an$ t"e e!&n&%i! F.n$a%enta* ana*( i ) a t&!k 5a*.ati&n %et"&$ t"at . e ,inan!ia* ana*( i Te!"ni!a* ana*( i ) t"e t.$( &, 'ri!e a!ti&n in e!.ritie %arket in &r$er t& ,&re!a t ,.t.re 'ri!e 0ri!e Ana*( i ) in5&*5e t"e -reak$&#n &, a 'ri!e t& a .nit ,ig.re Market ana*( i ) !&n i t &, .''*ier an$ !. t&%er ) an$ 'ri!e i $eter%ine$ -( t"e intera!ti&n &, .''*( an$ $e%an$
'r& 'e!t &, a ,ir%
In Stati ti!
Ana*( i &, 5arian!e >ANO6A?) a !&**e!ti&n &, tati ti!a* %&$e* an$ t"eir a &!iate$ 'r&!e$.re #"i!" !&%'are %ean -( '*itting t"e &5era** &- er5e$ 5arian!e int& $i,,erent 'art Meta3ana*( i ) !&%-ine t"e re .*t &, e5era* t.$ie t"at a$$re a et &, re*ate$ re ear!" "('&t"e e Ti%e3 erie ana*( i ) %et"&$ t"at atte%'t t& .n$er tan$ a
e;.en!e &, $ata '&int
'a!e$ a'art at .ni,&r% ti%e inter5a*
Othe" ty#es of analysis1.
A Na""ati$e Analysis tells a sto"y . ing a *&t &, re*e5ant L $e !ri'ti5e $etai* 4 . .a**( &rgani+e$ t& te** t"e t&r( in e;.en!e. T"e t"e i i &,ten i%'*ie$) -.t) 're,era-*() %ake !*ear*( arti!.*ate$ '&int a-&.t t"e t&r( -eing t&*$. &%e 'e!i,i!)
2.
A Des!"i#ti$e Analysis offe"s a etaile
es!"i#tion t"r&.g"
t"e . e &, &-7e!ti5e &r .-7e!ti5e *ang.age t& $e !ri-e &%e &-7e!t >a 'er &n) '*a!e &r t"ing4 it %a( -e a 9 &!ia* &-7e!t: .!" a $i !ri%inati&n?) L in t"e 'r&!e ) gi5e t"e rea$er &%e $&%inant i%'re i&n >t"e t"e i ? &, t"e t"ing -eing $e !ri-e$.
3.
A So!io-%isto"i!al Analysis e&amines histo"i!al e$ents 'tili(in) so!ial !on!e#ts* 8"i*e a "i t&ri!a* ana*( i i %ere*( a $e !ri'ti&n &, 'e&'*e L e5ent ,r&% t"e 'a t) a &!i&3"i t&ri!a* ana*( i e2a%ine "i t&r( . ing &!ia* !&n!e't > ee S&!ia* T"e&r( -e*&#? .!" a t"e in$. tria* re5&*.ti&n) .r-ani+ati&n) $e%&!rati+ati&n) et!.
4.
A Com#a"ati$e Analysis e&#lains ho+ somethin) is li,e or 'nli,e somethin) else* T"e ite% !&%'are$ nee$ t& "a5e a -asis of !om#a"ison33t"at i ) t"e( nee$ t& -e en&.g" a*ike t& #arrant a !&%'ari &n.
5.
A S.OT Analysis a
"esses the st"en)ths/ +ea,nesses/
o##o"t'nities/ & th"eats to the to#i!* T"i !&%'re"en i5e t('e &, ana*( i a$$re e a t&'i! #G t"e ai% &, taking a!ti&n in re*ati&n t& t"e t&'i!. I, an ana*( i $e%&n trate 'arti!.*ar trengt" L
#eakne ) t"en 'arti!.*ar &''&rt.nitie L t"reat >a!ti&n ? are i%'*ie$.

6.
A 0Ca'se & Effe!t0 Analysis emonst"ates ho+ the o!!'""en!e of one e$ent !o""elates +1 a #a"ti!'la" o't!ome* 8"i*e t"ere are %an( t('e &, !a. e L e,,e!t re*ati&n "i' ) ,&r %& t a ign%ent in t"e &!ia* !ien!e ) t"e ,&!. "&.*$ -e &n &!ia* !a. e an$ &!ia* e,,e!t . It i a* & rea &na-*e t& e2a%ine "&# n&n3 &!ia* >e.g. '"( i!a*) -i&*&gi!a*) ' (!"&*&gi!a*) et!.? !a. e a* & "a5e &!ia* e,,e!t .
2* A So!iolo)i!al Analysis 'tili(es one of the ty#es of analysis es!"i-e he"e +hile 'tili(in) so!ial !on!e#ts/ #"o!esses/ theo"ies & one o" mo"e so!iolo)i!al #a"a i)ms*
8.
A Statisti!al Analysis +ill )ene"ally -e 'se to emonst"ate a 0!a'se & effe!t0 "elationshi# 3i*e* a !o""elation4 o" a Com#a"ison* Stati ti!a* Ana*( i "&.*$ a*#a( a .%e t"at t"e rea$er $&e n&t .n$er tan$ tati ti! . T". ) Stati ti!a* Ana*( i "&.*$ a*#a( -e a!!&%'anie$ -( t"e a''r&'riate t('e &, ana*( i ) .!" a a C&%'arati5e Ana*( i &r a OCa. e L E,,e!tO Ana*( i .
9.
Do!'ment analysis B ana*( i &, $&!.%ent in &r$er t& e2tra!t t"e%e in regar$ t& t"e t&'i! -eing e5a*.ate$. T"i !an in!*.$e a** t('e &, $&!.%ent .!" a ,&r%a* re'&rt ) %in.te &, %eeting ) %e%& an$ 'rint %e$ia re'&rt &r e*e!tr&ni! %e$ia tran !ri't . T"e ana*( i !an range ,r&% a e2tra!ti&n &, genera* t"e%e t& a tig"t) 'e!i,i! an$ $etai*e$ ana*( i . It %a( . e eit"er ;.antitati5e ana*( i >e.g. !&.nting t"e n.%-er &, ti%e t"at a t"e%e &!!.r ?
an$G&r ;.a*itati5e ana*( i >e.g. i$enti,(ing t"e %a7&r t"e%e ?. In eit"er !a e it i i%'&rtant t& $&!.%ent t"e !riteria #"i!" are . e$ t& %ake $e!i i&n a-&.t rating an$ ana*( ing %ateria*.
10.
O't!omes lo)i! mo el
"a+in) B $ra#ing &.t!&%e
%&$e* &, an( t('e t"at are t"en . e$ t& !*ari,( t"inking a-&.t a** &, t"e te' #"i!" are nee$e$ in &r$er t& a!"ie5e "ig"er3*e5e* &.t!&%e . T"e e %&$e* are kn&#n -( $i,,erent na%e in!*.$ing: *&gi! %&$e* ) 'r&gra% *&gi! ) inter5enti&n *&gi! ) $iagra% ) re .*t !"ain et!.
trateg( %a' ) %ean 3en$
Analysis te!hni5'e 'se 3 Ana*( i te!"ni;.e ,&**&#e$ in tati ti!a* ana*( i . Here tati ti!a* t&&* *ike
t"i 'r&7e!t i
'er!entage) a5erage "a5e -een . e$ an$ t"e !&**e!te$ $ata "a -een ana*(+e$ -( . ing $iagra% ) gra'" an$ !"art .
Ty#es of !ha"ts 'se 3 In t"e ana*( i 'r&!e
5ari&. t('e
&, !"art *ike !&*.%n !"art) -ar !"art) !&ne !"art) 'ie !"art) *ine !"art) $&.g"n.t !"art an$ area !"art "a5e -een . e$.
O$e"all #e"!enta)e of sam#le si(e3 Be!a. e &, *a!k &, ti%e
an$ re &.r!e t"e area !&5ere$ ,&r taking a%'*e i *i%ite$ t& 9k&r&%anga*a:. S& /M &, t&ta* '&'.*ati&n "a -een taken int& !&n i$erati&n.
The a)e &, t"e re '&n$ent gr&.' 5ar( -et#een <H3/H (ear
L a-&5e an$ teenager . S& a** age gr&.' re '&n$ent "a5e -een a''r&a!"e$ ,&r $ata !&**e!ti&n an$ a%'*ing.
Tabulation of data3T"e 'r&!e
&, ta-.*ati&n in5&*5e
!&%-ining an$ t&ta*ing &, t"e !&**e!te$ $ata. It i &ne &, t"e $ata in rea$i*( !&%'re"en i5e ,&r% an$ atte%'t t& ,.rni " t"e %a2i%.% in,&r%ati&n !&ntaine$ in t"e $ata in t"e %ini%.% '& i-*e 'a!e) #it"&.t a!ri,i!ing t"e ;.a*it( an$ . e,.*ne &, t"e $ata. S& ta-.*ati&n %ean t"e ( te%ati! 're entati&n &, t"e in,&r%ati&n !&ntaine$ in t"e $ata) in r&# an$ !&*.%n in a!!&r$an!e #it" &%e a*ient ,eat.re in !"ara!teri ti! . A,ter ta-.*ati&n t"e $ata %. t -e ana*(+e$. Re ear!"er &,ten . e tati ti!a* inter'retati&n) #"i!" !&n!entrate &r #"at i a5erage &r #"at $e5iate ,r&% t"e a5erage. Stati ti!a* inter'retati&n "&# "&# #i$e*( re '&n e 5ar() "&# t"e( are $i tri-.te$ in re*ati&n t& t"e 5aria-*e -eing %ea .re$. T"e ana*( e an$ inter'retati&n &, $ata %a( *ea$ t"e re ear!"er t& a!!e't &r re7e!t t"e "('&t"e i -eing e*e!te$.
TABLE 4.1 SHOWING THE AGE OF THE RESPONDENTS
A6E
NO*OF RESPONDENTS
PERCENTA6E
Be*&# <H (ear <H3EH (ear EH3/H (ear /H an$ A-&5e TOTAL
<F /H <H 1F 788
<FM /HM <HM 1FM 7889
ANAL SIS! T"e a-&5e ta-*e ana*( i t"e age &, t"e re '&n$ent at 8i** Li,e t(*e. /HM &, t"e re '&n$ent are -et#een t"e age &, <H3EH (ear ) <FM are teenager ) <HM ,a** in EH3/H (ear -ra!ket an$ 1FM &, t"e re '&n$ent are /H (ear an$ a-&5e.
"HART 4.1 SHOWING THE AGE OF THE RESPONDENTS
AGE
50 40 30 20 10 0 Below 20 years 20-30 years AGE 30-40 years 40 and Above 25 40
20 15
INFERENCE3 It i in,erre$ t"at t"e re '&n$ent are n&t e5en*( $i tri-.te$ &n t"e -a i &, age an$ a "ig" 'er!entage &, t"e re '&n$ent are in t"e <H3EH (ear age gr&.'.
TABLE 4.# SHOWING THE GENDER OF THE RESPONDENTS
6ENDER
NO*OF RESPONDENTS
PERCENTA6E
Ma*e Fe%a*e TOTAL
/< FI 788
/<M FIM 7889
ANAL SIS
T"e a-&5e ta-*e ana*( i t"e gen$er #i e !*a i,i!ati&n &, t"e re '&n$ent at 8i** Li,e t(*e. It i een t"at /<M &, t"e re '&n$ent are %a*e an$ FIM are ,e%a*e .
"HART 4.# SHOWING THE GENDER OF THE RESPONDENTS
GENDER
42% Male Female 58%
INFEREN"E! It i in,erre$ t"at t"e .r5e( gr&.' #a n&t $i tri-.te$ e5en*( &n t"e -a e &, gen$er an$ t"ere #ere %&re ,e%a*e a !&%'are$ t& %a*e .
TABLE
4.$
SHOWING
THE
O""%PATION
OF
THE
RESPONDENTS
OCC:PATION
NO*OF RESPONDENTS
PERCENTA6E
St.$ent 0r&,e i&na* B. ine %en Ot"er TOTAL
EF 1F << <I 788
EFM 1FM <<M <IM 7889
ANAL SIS! T"e a-&5e ta-*e ana*( i t"e &!!.'ati&n &, t"e re '&n$ent at 8i** Li,e t(*e. EFM &, t"e re '&n$ent are t.$ent ,&**&#e$ -( <IM are &t"er ) <<M are -. ine %an an$ 1FM are 'r&,e i&na* -eing t"e *ea t.
"HART
4.$
SHOWING
THE
O""%PATION
OF
THE
RESPONDENTS
OCCUPATION
"t#ers Bus!nessmen Pro ess!onals Student 0 5 10 15 20 25 30 15 35 35 40 22 28
INFEREN"E! It i in,erre$ t"at t"e re '&n$ent are n&t e5en*( $i tri-.te$ &n t"e -a i &, &!!.'ati&n an$ a "ig" 'er!entage &, t"e re '&n$ent are t.$ent .
TABLE 4.4 SHOWING THE THE RESPONDENTS
&ONTHL
FA&IL
IN"O&E OF
MONT%LY FAMILY INCOME Be*&# <FHHH <FHHH3FHHHH FHHHH3DFHHH DFHHH an$ A-&5e TOTAL
NO*OF RESPONDENTS 1H /< EH 1I 788
PERCENTA6E
1HM /<M EHM 1IM 7889
ANAL SIS T"e a-&5e ta-*e ana*( i t"e %&nt"*( ,a%i*( in!&%e &, t"e re '&n$ent at 8i** Li,e t(*e. /<M &, t"e re '&n$ent "a5e a ,a%i*( %&nt"*( in!&%e -et#een <FHHH3 FHHHH) EHM ,a** in FHHHH3DFHHH -ra!ket) 1IM a-&5e DFHHH an$ 1HM &, t"e re '&n$ent -e*&# <FHHH.
"HART 4.4 SHOWING THE &ONTHL THE RESPONDENTS
FA&IL
IN"O&E OF
MONTHLY FAMILY INCOME
50 40 30 20 10 0
42 30 18 10 Below 25000 25000-50000 50000-*5000 *5000 and Above
$"%"F &'SP"$('$)S
INFEREN"E! It i in,erre$ t"at t"e re '&n$ent are n&t e5en*( $i tri-.te$ &n t"e -a i &, %&nt"*( ,a%i*( in!&%e an$ a "ig" 'er!entage &, t"e re '&n$ent "a5e a ,a%i*( in!&%e -et#een <FHHH3FHHHH.
TABLE 4.' SHOWING THE PREFEREN"E OF SHOPPING B THE RESPONDENTS
FACTORS
NO*OF RESPONDENTS
PERCENTA6E
Retai* t&re E2!*. i5e "&#r&&% Ma** E2"i-iti&n Di !&.nt t&re TOTAL
I </ /H 1< 1J 788
IM </M /HM 1<M 1JM 7889
ANAL SIS! T"e a-&5e ta-*e ana*( i t"e $ata regar$ing t"e "&''ing 're,eren!e -( t"e re '&n$ent ,&r t"eir a''are* . It i een t"at /HM &, t"e re '&n$ent 're,er t& "&' ,r&% %a** #"i!" i an$ t"e *ea t -eing t"e retai*
t"e %a7&rit( ,&**&#e$ -( </M ,r&% e2!*. i5e "&#r&&% ) 1JM ,r&% $i !&.nt t&re ) 1<M ,r&% e2"i-iti&n t&re #"i!" i IM.
TABLE 4.' SHOWING THE PREFEREN"E OF SHOPPING B THE RESPONDENTS

PREFERENCE OF SHOPPING
1+% 12%
8% 24%
&eta!l stores ',-lus!ve s#owroom Malls ',#!b!t!ons (!s-ount stores
40%
INFEREN"E! T". it !an -e in,erre$ t"at %a7&rit( &, t"e re '&n$ent 're,er '.r!"a ing ,r&% 5arie$ t&re an$ 5er( ,e# &, t"e% are *&(a* t& t"e 'e!i,i! "&'.
TABLE 4.( SHOWING THE B% ING BEHA)IO%R OF THE RESPONDENTS
FACTORS
NO*OF RESPONDENTS
PERCENTA6E
Nee$ On i%'.* e D.ring ,e ti5a* M&nt" en$ S'e!ia* &!!a i&n TOTAL
1E /H 1I K <H 788
1EM /HM 1IM KM <HM 7889
ANAL SIS * Fe ti5a* ) 'e!ia* &!!a i&n et! in,*.en!e t"e '.r!"a ing $e!i i&n &, t"e !. t&%er . T"e a-&5e ta-*e ana*( i t"e $ata regar$ing t"e ti%e &, t"e (ear 'e&'*e 're,er '.r!"a ing t"eir 'r&$.!t . It !an -e &- er5e$ t"at EJM &, t"e re '&n$ent are i%'.* i5e -.(er ) 1IM -.( &n 'e!ia* &!!a i&n) 1J $.ring ,e ti5a* ) 1<M a!!&r$ing t& t"eir nee$ an$ IM 're,er -.(ing &n %&nt" en$ .
"HART 4.( SHOWING THE B% ING BEHA)IO%R OF THE RESPONDENTS
BUYING BEHAVIOUR
S.e-!al o--as!on Mont# end (ur!n/ est!vals "n !m.ulse $eed 0 5 10 15 20 25 30 35 40
INFEREN"E! T". it !an -e in,erre$ t"at %a7&rit( &, t"e re '&n$ent are n&t ti%e -&.n$ in t"eir '.r!"a e an$ are i%'.* i5e -.(er .
TABLE 4.+ SHOWING THE RESPONDENTS "O&PAN SHOPPING
WHILE
FACTORS
NO*OF RESPONDENTS
PERCENTA6E
A*&ne Frien$ 0arent S'&. e Ot"er TOTAL
<H /F 1< I 1F 788
<HM /FM 1<M IM 1FM 7889
ANAL SIS! T"e a-&5e ta-*e ana*( i t"e !&%'an( 're,erre$ -( t"e re '&n$ent . A!!&r$ing*( it !an -e &- er5e$ t"at /FM &, t"e re '&n$ent 're,er t& "&' #it" t"eir ,rien$ ,&**&#e$ -( <HM #"& 're,er t& "&' a*&ne) 1FM #it" &t"er ) 1<M #it" 'arent an$ IM #it" t"eir '&. e re 'e!ti5e*(.
"HART 4.+ SHOWING THE RESPONDENTS "O&PAN SHOPPING
WHILE

CHART 7. ACCOMPANIED BY
45 40 35 30 25 20 15 10 5 0 45
20 12 15 8
Alone
Fr!ends
Parents
S.ouse
"t#ers
INFEREN"E! Hen!e it !an -e in,erre$ t"at a "ig" 'er!entage &, t"e re '&n$ent 're,er t& "&' #it" t"eir ,rien$ a 8i** Li,e t(*e -eing a t&re ,&r tren$( 'r&$.!t en!&.rage i%'.* i5e -.(ing.
TABLE 4., SHOWING THE P%R"HASE OPINION GI)EN TO THE RESPONDENTS
FACTORS
NO*OF RESPONDENTS
PERCENTA6E
O#n Frien$ 0arent S'&. e Ot"er TOTAL ANAL SIS
1< /F </ 1< D 788
1<M FJM </M 1<M DM 7889
T"e 'e&'*e #"& a!!&%'an( t"e !. t&%er are "ig"*( in,*.entia* &n "i G"er "&''ing -e"a5i&.r. T"e a-&5e ta-*e ana*( i t"e '.r!"a e &'ini&n gi5en -( $i,,erent 'e&'*e "&#ing
t& t"e re '&n$ent a!!&.nting t& ,rien$ -eing t"e %a7&rit( an$ DM $e'en$ &n &t"er re 'e!ti5e*(.
/FM)</M 'arent )1<M take t"eir &#n $e!i i&n)1<M ,r&% t"eir '&. e
"HART 4., SHOWING THE P%R"HASE OPINION GI)EN TO THE RESPONDENTS

PURCHASE OPINION
S.ouse 12%
"t#ers *%
"wn 12%
Parents 24%
Fr!ends 45%
INFEREN"E! T". it !an -e in,erre$ t"at ,rien$ are t"e %& t in,*.en!ing gr&.' &, a** t"e gr&.' &, 'e&'*e in$i!ating t"i a t"e target %arket.
TABLE 4.- SHOWING THE "%STO&ERS E.PE"TATIONS WHILE SHOPPING
FACTORS
NO*OF RESPONDENTS
PERCENTA6E
P.a*it( 0ri!e 6ariet( Bran$ E2!"ange ,a!i*it( TOTAL
E< <H <F 1F I 788
E<M <HM <FM 1FM IM 7889
ANAL SIS 0e&'*e "a5e $i,,erent e2'e!tati&n ,r&% $i,,erent 'r&$.!t an$ t& ,.*,i** t"e% "&.*$ -e t"e -a i! &-7e!ti5e &, an( !&%'an(.T"e a-&5e ta-*e in$i!ate t"e e2'e!tati&n &, t"e re '&n$ent #"i*e "&''ing. E<M &, t"e re '&n$ent e2'e!t a "ig" *e5e* &, ;.a*it( ,&**&#e$ -( <FM #"& e2'e!t 5ariet() <HM 'ri!e) 1FM -ran$ an$ IM &, t"e re '&n$ent *&&k ,&r a ,a5&ra-*e e2!"ange ,a!i*it(. . "HART 4.- SHOWING THE "%STO&ERS E.PE"TATIONS WHILE SHOPPING

CUSTOMERS EXPECTATIONS
35 30 25 20 15 10 5 0 $"%"F &'SP"$('$)S 20 15 8 32 25 0ual!ty Pr!-e 1ar!ety Brand ',-#an/e a-!l!ty
INFEREN"E! T". it !an -e in,erre$ t"at t"e re '&n$ent e2'e!t "ig" *e5e* &, ;.a*it( #"i*e '.r!"a ing a 'r&$.!t an$ "en!e t& ati ,( t"e% )t"e !&%'an( "&.*$ %aintain "ig" ;.a*it( tan$ar$
TABLE 4.1/ SHOWING THE FRE0%EN" RESPONDENTS
OF )ISITS B
THE
FACTORS
NO*OF RESPONDENTS
PERCENTA6E
8eek*( &n!e On!e in 1F $a( M&nt"*( D.ring 'e!ia* e5ent TOTAL
1H /1 E< 1D 788
1HM /1M E<M 1DM 7889
ANAL SIS T"e a-&5e ta-*e ana*( i t"e ,re;.en!( &, 5i it %a$e -( t"e re '&n$ent t& 8i** Li,e t(*e. /1M &, t"e re '&n$ent 5i it &n!e in 1F $a( )E<M %&nt"*()1DM $.ring
'e!ia* e5ent an$ 1HM &, t"e re '&n$ent 5i it &n!e a #eek.
"HART 4.1/ SHOWING THE FRE0%EN" RESPONDENTS
OF )ISITS B
THE

FREQUENCY OF VISIT
50 40 30 20 10 0 1* 10
41 32
2ee3ly on-e
"n-e !n 15 days
Mont#ly
(ur!n/ s.e-!al events
INFEREN"E! T". it !an -e in,erre$ t"at %& t &, t"e re '&n$ent 5i it 8i** *i,e t(*e &n a ,re;.ent -a i &, 1F $a( "en!e re;.iring 'eri&$*( .'$ati&n &, t"e t&!k.
TABLE
4.11
SHOWING
THE
"O&PARISON
THE
RESPONDENTS TOWARDS THE BRANDS A""ORDING TO THEIR APPEAL
FACTORS
NO*OF
PERCENTA6E
RESPONDENTS Unite$ Benett&n 0r&5&g.e A**en &**( Ot"er TOTAL I 1I EH 788 IM 1IM EHM 7889 !&*&r &, // //M
ANAL SIS In t&$a(1 %arket t"e !. t&%er i t"e king. He "a %an( &'ti&n ,&r %aking "i '.r!"a e $e!i i&n . T"e a-&5e ta-*e ana*( i t"e $ata regar$ing t"e re '&n$ent 're,eren!e in '.r!"a ing 'r&$.!t ,r&% &t"er -ran$ i, n&t 8i** Li,e t(*e. //M &, t"e re '&n$ent 're,er t& -.( ,r&% Unite$ !&*&r &, Benett&n) EHM ,r&% &t"er ) 1IM ,r&% A**en &**( an$ IM &, t"e re '&n$ent 're,er t& -.( ,r&% 'r&5&g.e.
"HART
4.11
SHOWING
THE
"O&PARISON
THE
RESPONDENTS TOWARDS THE BRANDS A""ORDING TO THEIR APPEAL

50 45 40 35 30 25 20 15 10 5 0 un!ted .rovo/ue allen solly ot#ers Ser!es1
INFEREN"E! T". it !an -e in,erre$ t"at a 5er( "ig" 'er!entage &, t"e re '&n$ent 're,er t& -.( ,r&% .nite$ !&*&r &, Benett&n t& an( &t"er -ran$.
TABLE 4.1# SHOWING THE SO%R"ES OF AWARENESS
FACTORS
NO*OF RESPONDENTS
PERCENTA6E
A$5erti e%ent Frien$ Fa%i*( Ot"er TOTAL
<F F< 1H /H 788
<FM F<M 1HM /HM 7889
ANAL SIS! T"e a-&5e ta-*e ana*( i t"e &.r!e &, a#arene 8i** Li,e t(*e t&re. Frien$ #ere t"e %ain &.r!e &, a#arene a!!&.nting t& &, t"e re '&n$ent at
F<M.A$5erti e%ent) ,a%i*ie an$ &t"er a!!&.nte$ ,&r <FM) 1HM an$ /HM re 'e!ti5e*(. .
"HART 4.1# SHOWING THE SO%R"ES OF AWARENESS
25 40 A d v e r t !s e m e n t F r !e n d s F a m !ly 10 " t# e r s 52
INFEREN"E! It !an -e in,erre$ t"at ,rien$ #ere t"e %& t i%'&rtant &.r!e &, !reating a#arene . Re!&%%en$ati&n ,r&% &t"er a* & '*a(e$ an i%'&rtant r&*e in !reating a#arene a%&ng t"e re '&n$ent
TABLE '.1$.1 SHOWING THE "%STO&ERS PER"EPTION TOWARDS PRI"E
FACTORS Sati ,ie$ Hig"*( ati ,ie$ Ne.tra* Di ati ,ie$ Hig"*( $i ati ,ie$ TOTAL
NO*OF RESPONDENTS 1< < FJ EH H 788
PERCENTA6E 1<M <M FJM EHM HM 7889
ANAL SIS! 0ri!e i t"e %& t i%'&rtant ,a!t&r a !. t&%er *&&k ,&r #"i*e "&''ing. T"e a-&5e ta-*e ana*( i t"e &'ini&n &, t"e re '&n$ent a-&.t t"e 'ri!e range &, 8i** Li,e t(*e 'r&$.!t . 1<M &, t"e re '&n$ent are ati ,ie$ #it" t"e 'ri!e range &,,ere$ -( 8i** Li,e t(*e -.t EHM &, t"e re '&n$ent are n&t ati ,ie$ #it" t"e a%e. <M &, t"e re '&n$ent are "ig"*( ati ,ie$ #it" t"e 'ri!e range. Ne.tra* a!!&.nt t& FJM &, t"e t&ta* re '&n$ent.
"HART '.1$.1 SHOWING THE "%STO&ERS PER"EPTION TOWARDS PRI"E
C U S T O M E R S P E R C E P T IO N T O W A R D S P R IC E
+0 50 40 30 20 10 0 S a t!s !e d 4 !/ #ly s a t!s !e d $ eu tra l ( !s s at!s !e d 12 2 0 4 !/ #ly d !s s a t!s !e d 30 5+
INFEREN"E! T". it !an -e in,erre$ t"at %a7&rit( &, t"e re '&n$ent "a5e ne.tra* 5ie# a-&.t t"e 'ri!e range -.t t"ere i *arge 'er!entage &, re '&n$ent #"& are n&t ati ,ie$ #it" t"e 'ri!e range &,,ere$ -( 8i** Li,e t(*e.
TABLE '.1$.# SHOWING THE "%STO&ERS PER"EPTION TOWARDS THE LO"ATION
NO*OF RESPONDENTS EK E/ << E < 788
PERCENTA6E EKM E/M <<M EM <M 7889
ANAL SIS! T"e a-&5e ta-*e ana*( i t"e &'ini&n &, t"e re '&n$ent a-&.t t"e 8i** Li,e t(*e *&!ati&n. EKM &, t"e re '&n$ent are ati ,ie$ #it" t"e 're ent *&!ati&n &, t"e t&re -.t EM &, t"e re '&n$ent are n&t ati ,ie$ #it" t"e a%e #"erea E/M &, t"e re '&n$ent are "ig"*( ati ,ie$ #it" t"e *&!ati&n an$ &n*( <M are "ig"*( $i ati ,ie$ #it" t"e !.rrent *&!ati&n. Ne.tra* a!!&.nt t& <<M &, t"e t&ta* re '&n$ent .
"HART '.1$.# SHOWING THE "%STO&ERS PER"EPTION TOWARDS THE LO"ATION
C U S T OM E R S P E R C E P T IO N T O W AR D S T H E L O C AT IO N
4!/#ly d!s s at!s !ed (!s s at!s !ed $eutral 4!/#ly s at!s !ed S at!s !ed 0 5 10 15 20 25 30 35 40
INFEREN"E! T". it !an -e in,erre$ t"at %a7&rit( &, t"e re '&n$ent are ati ,ie$ #it" t"e *&!ati&n -.t t"ere i a 5er( %a** 'er!entage &, re '&n$ent #"& are $i ati ,ie$ regar$ing t"e *&!ati&n &, t"e t&re.
TABLE '.1$.$ SHOWING THE "%STO&ERS PER"EPTION TOWARDS THE A&BIEN"E
NO*OF RESPONDENTS JH 1I 1I < < 788
PERCENTA6E JHM 1IM 1IM <M <M 7889
ANAL SIS T"e a-&5e ta-*e ana*( i t"e &'ini&n &, t"e re '&n$ent regar$ing t"e interi&r &, 8i** Li,e t(*e. JHM &, t"e re '&n$ent are ati ,ie$ #it" t"e interi&r &, t"e t&re -.t <M &, t"e re '&n$ent are n&t ati ,ie$ #it" t"e a%e #"erea 1IM &, t"e re '&n$ent are "ig"*( ati ,ie$ #it" t"e interi&r an$ &n*( <M are "ig"*( $i ati ,ie$ #it" t"e 're ent interi&r . Ne.tra* a!!&.nt t& 1IM &, t"e t&ta* re '&n$ent.
"HART '.1$.$ SHOWING THE "%STO&ERS PER"EPTION TOWARDS THE A&BIEN"E
C U STOMER S PER C EPTION TOW AR D S TH E AMB IE N C E
4!/#ly d!ssat!s !ed (!ssat!s !ed $eutral 4!/#ly sat!s !ed Sat!s !ed 0 10 20 30 40 50 +0
INFEREN"E! T". it !an -e in,erre$ t"at %a7&rit( &, t"e re '&n$ent are ati ,ie$ #it" t"e 're ent interi&r .
TABLE '.1$.4 SHOWING THE "%STO&ERS PER"EPTION TOWARDS THE 0%ALIT
NO*OF RESPONDENTS FH 1H E/ J H 788
PERCENTA6E FHM 1HM E/M JM HM 7889
ANAL SIS! Hig" ;.a*it( *e5e* !. t&%er . T"e a-&5e ta-*e ana*( i t"e 'er!e'ti&n &, t"e re '&n$ent regar$ing t"e ;.a*it( &, t"e 'r&$.!t a5ai*a-*e at 8i** Li,e t(*e. FHM &, t"e re '&n$ent are ati ,ie$ #it" t"e ;.a*it( &, 'r&$.!t a5ai*a-*e at 8i** Li,e t(*e -.t JM &, t"e re '&n$ent are n&t ati ,ie$ #it" t"e a%e.1HM are "ig"*( ati ,ie$ an$ Ne.tra* a!!&.nt t& F<M &, t"e t&ta* re '&n$ent . "&.*$ -e %aintaine$ in &r$er t& "a5e ati ,ie$
"HART '.1$.4 SHOWING THE "%STO&ERS PER"EPTION TOWARDS THE 0%ALIT
C U S T O M E R S P E R C E P T IO N T O W A R D S Q U A L IT Y
0 4 !/ #ly d !s s at!s !ed ( !s s a t!s !e d $ eu tral 4 !/# ly s a t!s !ed S a t!s !e d 0 10 20 30 40 10 50 50 + 34
INFEREN"E! T". it !an -e in,erre$ t"at a 5er( "ig" 'er!entage &, t"e re '&n$ent are ati ,ie$ #it" t"e ;.a*it( &, t"e 'r&$.!t .
TABLE '.1$.' SHOWING THE "%STO&ERS PER"EPTION TOWARDS THE PROD%"T RANGE
NO*OF RESPONDENTS ED / F1 I H 788
PERCENTA6E EDM /M F1M IM HM 7889
ANAL SIS! A !. t&%er -e!&%e a *&(a* !. t&%er &n*( i, "e i ati ,ie$ #it" t"e
range &, 'r&$.!t a5ai*a-*e in t"e t&re. T"e a-&5e ta-*e ana*( i t"e &'ini&n &, t"e re '&n$ent a-&.t t"e 'r&$.!t range &, 8i** Li,e t(*e t&re. EDM &, t"e re '&n$ent are ati ,ie$ #it" t"e 're ent 'r&$.!t range -.t IM &, t"e re '&n$ent are n&t ati ,ie$ #it" t"e a%e. F1M &, t"e re '&n$ent ,a** .n$er t"e ne.tra* !ateg&r(. /M &, t"e re '&n$ent are "ig"*( ati ,ie$ #it" t"e !.rrent 'r&$.!t range.
"HART '.1$.' SHOWING THE "%STO&ERS PER"EPTION TOWARDS THE PROD%"T RANGE
C U S TOME R S P E R C E P TION T OW AR D S R AN GE OF P R OD U C TS
+0 50 40 30 20 10 0 4 1 8 0 3*
51 S at!s !ed 4!/#ly sat!s !ed $eutral (!ss at!s !ed 4!/#ly d!s sat!s !ed
INFEREN"E! T". it !an -e in,erre$ t"at %a7&rit( &, t"e re '&n$ent "a5e ne.tra* 5ie# a-&.t t"e 'r&$.!t range -.t t"ere i *arge 'er!entage &, re '&n$ent #"& are ati ,ie$ #it" t"e !.rrent 'r&$.!t range &,,ere$ -( 8i** Li,e t(*e.
TABLE '.1$.( SHOWING THE "%STO&ERS PER"EPTION TOWARDS THE "%STO&ER SER)I"E
NO*OF RESPONDENTS /I 1D EE < H 788
PERCENTA6E /IM 1DM EEM <M HM 7889
ANAL SIS! C. t&%er er5i!e "&.*$ -e t"e %& t i%'&rtant &-7e!ti5e &, an( !&n!ern in &r$er t& "a5e ati ,ie$ !. t&%er . T"e a-&5e ta-*e ana*( i t"e &'ini&n &, t"e re '&n$ent regar$ing t"e !. t&%er er5i!e at 8i** Li,e t(*e t&re. /IM &, t"e re '&n$ent are ati ,ie$ #it" t"e 're ent er5i!e -.t <M &, t"e re '&n$ent are n&t ati ,ie$ #it" t"e a%e. EEM &, t"e re '&n$ent ,a** .n$er t"e ne.tra* !ateg&r(. 1DM &, t"e re '&n$ent are "ig"*( ati ,ie$ #it" t"e !.rrent er5i!e at t"e t&re.
TABLE '.1$.( SHOWING THE "%STO&ERS PER"EPTION TOWARDS THE "%STO&ER SER)I"E
C U S T OME R S P E R C E P TION TOW AR D S C U S T OME R S E R V IC E

48 33 S at!s !ed 4!/#ly s at!s !ed 1* 2 $eutral (!s s at!s !ed 4!/#ly d!s sat!s !ed 0
50 40 30 20 10 0
INFEREN"E! T". it !an -e in,erre$ t"at %a7&rit( &, t"e re '&n$ent are ati ,ie$ #it" t"e !. t&%er er5i!e at 8i** Li,e t(*e an$ 5er( %a** 'er!entage &, re '&n$ent #"& are $i ati ,ie$ #it" t"e !.rrent er5i!e &,,ere$ at 8i** Li,e t(*e.
TABLE '.1$.+ SHOWING THE "%STO&ERS PER"EPTION TOWARDS THE DIS"O%NTS AND OFFERS
NO*OF RESPONDENTS I H F< EH 1H 788
PERCENTA6E IM HM F<M EHM 1HM 7889
ANAL SIS * 0eri&$*( Di !&.nt an$ 'e!ia* &,,er a''ea* t& t"e !. t&%er T"e a-&5e ta-*e ana*( i t"e &'ini&n &, t"e re '&n$ent a-&.t t"e 5ari&. $i !&.nt an$ &,,er gi5en -( 8i** Li,e t(*e. IM &, t"e re '&n$ent are ati ,ie$ #it" t"e $i !&.nt an$ &t"er &,,er gi5en -( 8i** Li,e t(*e -.t EHM &, t"e re '&n$ent are n&t ati ,ie$ #it" t"e a%e. On*( 1HM are "ig"*( $i ati ,ie$ #it" t"e $i !&.nt an$ &,,er . Ne.tra* a!!&.nt t& F<M &, t"e t&ta* re '&n$ent.
"HART '.1$.+ SHOWING THE "%STO&ERS PER"EPTION TOWARDS THE DIS"O%NTS AND OFFERS
C U S T OM E R S P E R C E P T ION T OW AR D S T H E D IS C O U N T S AN D OF F E R S
10%
8% 0%
S at!s !ed 4!/#ly s at!s !ed $eutral
30% 52%
(!s s at!s !ed 4!/#ly d!s s at!s !ed
INFEREN"E! It !an -e in,erre$ t"at %a7&rit( &, t"e re '&n$ent #ere $i ati ,ie$ #it" t"e 5ari&. $i !&.nt an$ &,,er &,,ere$ -( 8i** Li,e t(*e.
TABLE
'.14
SHOWING
THE
"%STO&ERS
PER"EPTION
TOWARDS WILLS LIFEST LE SHOWROO&
FACTORS E2!e**ent G&&$ Fair TOTAL
NO*OF RESPONDENTS EH J< I 788
PERCENTA6E EHM J<M IM 7889
ANAL SIS! T"e a-&5e ta-*e ana*( i t"e $ata regar$ing t"e &5era** rating &, t"e 8i** Li,e t(*e "&#r&&% -( t"e re '&n$ent .
J<M &, t"e re '&n$ent ,in$ t"e "&#r&&% t& -e g&&$) EHM ,in$ it e2!e**ent an$ IM ,ee* it1 n&t .' t& t"e %ark.
"HART
'.14
SHOWING
THE
"%STO&ERS
PER"EPTION
TOWARDS WILLS LIFEST LE SHOWROO&
C U S T O M E R S P E R C E P T IO N T O W AR D S W IL L S L IF E S T YL E
*0 +0 50 40 30 20 10 0 30
+2
8 ' , - ellent 5 ood F a!r
INFEREN"E! T". it !an -e in,erre$ t"at a 5er( "ig" 'er!entage &, t"e re '&n$ent are "a''( #it" t"e #i** *i,e t(*e t&re in regar$ t& 'r&$.!t)5ariet() ;.a*it( et!.
TABLE
'.1'
SHOWING
THE
"%STO&ERS
PER"EPTION
TOWARDS THE DISPLA
FACTORS NO.OF RES0ONDENTS YES NO CANNT SAY TOTAL J1 E< D 1HH
0ERCENTAGE
J1M E<M DM 1HHM
ANAL SIS T"e a-&5e ta-*e ana*( i i, t"e $i '*a( in t"e "&#r&&% "a an( a''ea* t& t"e re '&n$ent &, t"e 8i** Li,e t(*e. J1M &, t"e re '&n$ent ,&.n$ t"e $i '*a( a''ea*ing #"erea E<M &, t"e re '&n$ent #ere n&t ati ,ie$. DM #ere n&t !ertain t& a( a-&.t it.
"HART
'.1'
SHOWING
THE
"%STO&ERS
PER"EPTION
TOWARDS THE DISPLA
ATTR AC T ION TOW AR D S TH E D IS P L AY
*% 32% 6 es $o +1% - an7t s ay
INFEREN"E! T". it !an -e in,erre$ t"at a 5er( "ig" 'er!entage &, t"e re '&n$ent ,&.n$ t"e $i '*a( a''ea*ing.
TABLE '.1( SHOWING THE S%GGESTIONS OF "%STO&ERS TO I&PRO)E THE &AR1ET SHARE OF THE "O&PAN FACTORS NO.OF 0ERCENTAGE
DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE !
Create
RES0ONDENTS %&re 1E K /< 1J H <H 1HH
1EM KM /<M 1JM HM <HM 1HHM
a#arene i%'r&5e ;.a*it( *e 'ri!ing %&re &.t*et an( &t"er %&re &,,er ) $i !&.nt TOTAL
ANALYSIS3 T"e a-&5e ta-*e ana*( i i t"e $ata a-&.t t"e .gge ti&n &, !. t&%er regar$ing i%'r&5ing t"e %arket it.ati&n. /<M &, t"e !. t&%er &'ini&n i t& $e!rea e t"e 'ri!e &, t"e gar%ent ) <HM .gge t t& &,,er %&re $i !&.nt ) 1EM .gge t t& !reate %&re a#arene in t"e %arket)1JM te** t"at &.t*et "&.*$ -e in!rea e$) &n*( KM .gge t a-&.t i%'r&5ing t"e ;.a*it( &, t"e gar%ent ) t"ere are n& an( &t"er .gge ti&n. "are &, t"e !&%'an( in 're ent
CHART F.1J SHO8ING THE SUGGESTIONS OF CUSTOMERS TO INCREASE THE MARKET SHARE OF THE COM0ANY.

s u g g e s t ! " t! # $ %! & e t' e % # ( %) e t
45 40 35 30 25 20 15 10 13 5 1+ 8 20 42 ; $ " %" F & ' S P " $ ( ' $ )S
0 0 - re a t e m o re !m . ro ve 9 u a l!t ly e s s . r!- !n / m o re o u tle ts a n y o t# e r m o re o e rs : a w a re n e s s d !s - o u n ts
INFERENCES3 T". it !an -e in,erre$ t"at a "ig" 'er!entage &, !. t&%er are in .''&rt &, re$.!ti&n in 'ri!e t& in!rea e t"e %arket "are &, t"e !&%'an(.
S%&&AR OF FINDINGS Ba e$ &n t"e ana*( i an$ inter'retati&n #e "a5e t"e ,&**&#ing ,in$ing : Hig" 'er!entage &, t"e re '&n$ent i in t"e <H3EH (ear &, age gr&.'.
On t"e -a e &, gen$er t"ere #ere %&re ,e%a*e a !&%'are$ t& %a*e . Ma7&rit( &, t"e re '&n$ent #"& '.r!"a e$ ,r&% 8i** Li,e t(*e #ere t.$ent . Ma7&rit( &, t"e re '&n$ent "a5e a %&nt"*( ,a%i*( in!&%e -et#een <FHHH3FHHHH #"i!" %ean targete$. M& t &, t"e re '&n$ent 're,er '.r!"a ing ,r&% 5arie$ t&re an$ t". t"ere i a '& i-i*it( &, *&# t&re *&(a*t(. Ma7&rit( &, t"e re '&n$ent are n&t ti%e -&.n$ in t"eir '.r!"a e an$ are i%'.* i5e -.(er . A "ig" 'er!entage &, t"e re '&n$ent 're,er t& "&' #it" t"eir ,rien$ . It #a a* & een t"at age '*a( an i%'&rtant r&*e in $e!i$ing t"e !&%'an( ,&r "&''ing. Frien$ are t"e %& t in,*.en!ing gr&.' &, a** t"e gr&.' &, 'e&'*e t". in$i!ating t"i a t"e target %arket. It #a ,&.n$ t"at %& t &, t"e re '&n$ent e2'e!t a 5er( "ig" *e5e* &, ;.a*it( ,r&% t"e 'r&$.!t t"e( '.r!"a e. M& t &, t"e re '&n$ent 5i it 8i** Li,e t(*e at *ea t &n!e in 1F $a( #it" t.$ent -eing t"e %ain 5i it&r . A %& t &, t"e re '&n$ent are (&.ng t"e( 're,er '.r!"a ing ,r&% Benett&n a'art ,r&% 8i** Li,e t(*e. Frien$ are t"e %& t i%'&rtant &.r!e ,&r !reating a#arene t"e re '&n$ent . It #a ,&.n$ t"at %& t &, t"e re '&n$ent #ere ati ,ie$ #it" re 'e!t t& *&!ati&n) ;.a*it() a%-ien!e) !. t&%er er5i!e an$ "a$ a ne.tra* a%&ng t"at .''er %i$$*e &r .''er !*a i
5ie# regar$ing 'ri!e) 'r&$.!t range an$ t"e $i !&.nt an$ &,,er 'r&5i$e$ -( 8i** Li,e t(*e. T"ere #ere 5er( ,e# re '&n$ent #"& #ere eit"er "ig"*( $i ati ,ie$ &r $i ati ,ie$ regar$ing t"e a-&5e. Hig" 'er!entage &, t"e re '&n$ent great a''ea* t& t"e%. are "a''( #it" t"e &5era** 'er,&r%an!e &, 8i** Li,e t(*e in!*.$ing t"e $i '*a( #"i!" i &, a
(.1
RE"O&&ENDATIONS2 1. A t"ere i 5er( *&# t&re *&(a*t( a%&ng t"e re '&n$ent ) 8i** Li,e t(*e "a t& !reate a ni!"e ,&r it e*,.
<. A it i ,&.n$ t"at ,rien$ are t"e %& t in,*.en!ing gr&.' ,&r a** t"e gr&.' &, 'e&'*e) 8i** Li,e t(*e "&.*$ !&n i$er t"i a t"ere target %arket an$ target t"i gr&.' ,&r in!rea ing t"eir a*e . E. A 8i** Li,e t(*e !*&t"ing an$ a!!e &rie i a 'art &, ITC gr&.' it "&.*$ 'en$ %&re &n a$5erti e%ent an$ '&n &r !&r'&rate e5ent t& !reate a#arene A$5erti e%ent t"r&.g" ra$i& an$ ne# 'a'er t& a greater e2tent. ,&r it *&# #i** "e*' t"e% t& !reate a#arene
/. 8i** Li,e t(*e "&.*$ tr( an$ !reate %&re a#arene
'ri!e$ 'r&$.!t -e!a. e &n*( "an$,.* &, 'e&'*e kn&# a-&.t t"i an$ %& t &, t"e% 'er!ei5e t"at 8i** Li,e t(*e 'r&$.!t are "ig" 'ri!e$. F. T"&.g" ,e# 'e&'*e are n&t ati ,ie$ #it" t"e !.rrent *&!ati&n ,&r 5ari&. rea &n ) 8i** Li,e t(*e "&.*$ tr( an$ &'en ,e# %&re -ran!"e in &%e &, t"e %ain area a#a( ,r&% !.rrent *&!ati&n. J. 8i** Li,e t(*e "&.*$ gi5e %&re $i !&.nt an$ &,,er 'arti!.*ar*( $.ring *&!a* ,e ti5a* &r %ain ,e ti5a* an$ "&.*$ !reate a#arene ,&r t"e a%e t"r&.g" ne# 'a'er &r ra$i& &r -( '.tting "&ar$ing at %ain '*a!e . D. Re '&n$ent ,ee* t"at 8i** Li,e t(*e "a *i%ite$ et &, $e ign. T"e( .gge t 8i** Li,e t(*e "&.*$ intr&$.!e ,e# %&re et &, $e ign an$ !reate a#arene ,&r t"e a%e t"r&.g" #in$&# $i '*a(. I. Re '&n$ent 're,er 8i** Li,e t(*e 'r&$.!t in &t"er "&''ing %a** . F&r t"e a%e t"e( .gge t 8i** Li,e t(*e t& kee' t"eir 'r&$.!t in -ig "&''ing %a** -e!a. e t"ere i a *arge 'er!entage &, re '&n$ent #"& "&' &n*( in -ig "&''ing %a** an$ n&t in an( e2!*. i5e t&re. S& a5ai*a-i*it( &, 'r&$.!t at $i,,erent '*a!e #i** in!rea e t"e a*e an$ !reate ne# !. t&%er .
(.# "ON"L%SIONS M&$ern %arketing i !&n .%er &riente$. Market .r5e( &n !&n .%er -e"a5i&r i 5er( %.!" e entia* ,&r e5er( %arketer t& %ake $e!i i&n . T"e '.r!"a ing '&#er &, t"e !&n .%er "a a* & in!rea e$ gi5ing ri e t& "i #ant an$ nee$ . It i &5er "ere t"at retai* &.t*et .!" a 8i** Li,e t(*e "a !&%e int& 'i!t.re ati ,(ing t"e 5ari&. !&n .%er nee$ . Fr&% t"e .r5e( !&n$.!te$ &n t"e !&n .%er -e"a5i&r t&#ar$ 8i** Li,e t(*e t"e ,&**&#ing !an -e !&n!*.$e$:
1.
A *arge n.%-er &, !. t&%er are ati ,ie$ #it" t"e 5ariet( &, t"e 'r&$.!t -.t a!!&r$ing t& a %a** 'er!entage &, !. t&%er t"e 5arietie "&.*$ -e in!rea e$. M&re t"an "a*, &, t"e re '&n$ent are "a''( #it" t"e ;.a*it( an$ a5ai*a-i*it( &, t"e 'r&$.!t . M& t &, t"e C. t&%er are $e*ig"te$ #it" t"e *&!ati&n &, t"e 8i** Li,e t(*e a it i *&!ate$ in t"e %i$ t &, Banga*&re !it() -.t n&t a**.
2.
3.
/. Sin!e 'ri!e i t"e %& t i%'&rtant ,a!t&r t"e !. t&%er *&&k in) #i** *i,e t(*e "a n&t .!!ee$e$ %.!" in kee'ing .' it i%age ,&r 5a*.e &, %&ne() a it 'ri!e "a -een rate$ ne.tra* ,&**&#e$ -( %an( &, it !. t&%er -eing $i ati ,ie$. F. M& t &, t"e !. t&%er are ati ,ie$ #it" t"e 're ent a%-ien!e an$ t"e !. t&%er er5i!e &,,ere$ -( 8i** Li,e t(*e. T". it !an -e !&n!*.$e$ t"at 8i** Li,e t(*e "a it .!!ee$e$ in kee'ing .' i%age -( 'r&5i$ing 5ariet( &, 'r&$.!t ) ;.a*it( -.t nee$
i%'r&5e%ent in regar$ t& 'ri!e an$ &,,ering 5a*.e ,&r %&ne( t& t"eir !. t&%er .

Consumer Behaviour Towards Readymade Garments With Reference To ITC

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CONSUMER BEHAVIOUR WILLS LIFESTYLE

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE 1

CONSUMER BEHAVIOUR WILLS LIFESTYLE

CONSUMER BEHAVIOUR WILLS LIFESTYLE

!. t&%er "a re*ati&n "i' e2'e!tati&n . A#arene

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE 3

CONSUMER BEHAVIOUR WILLS LIFESTYLE

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE 4

CONSUMER BEHAVIOUR WILLS LIFESTYLE

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE 5

CONSUMER BEHAVIOUR WILLS LIFESTYLE

%enti&ne$ ear*ier) e5en 'atr&nage %&ti5e

CONSUMER BEHAVIOUR WILLS LIFESTYLE

!. t&%er nee$ are ,a t !"anging. T"ere,&re) !&%'anie

CONSUMER BEHAVIOUR WILLS LIFESTYLE

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE 8

CONSUMER BEHAVIOUR WILLS LIFESTYLE

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE

CONSUMER BEHAVIOUR WILLS LIFESTYLE

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE 1!

CONSUMER BEHAVIOUR WILLS LIFESTYLE

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE 11

CONSUMER BEHAVIOUR WILLS LIFESTYLE

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE 12

CONSUMER BEHAVIOUR WILLS LIFESTYLE

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE 13

CONSUMER BEHAVIOUR WILLS LIFESTYLE

B T"e !&n .%er i tr(ing t& ati ,( a nee$.

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE 14

CONSUMER BEHAVIOUR WILLS LIFESTYLE

CONSUMER BEHAVIOUR WILLS LIFESTYLE

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE 16

CONSUMER BEHAVIOUR WILLS LIFESTYLE

T"e In$ia Retai* Re'&rt <HHK !&%'i*e$ -( re ear!" gr&.' I%age

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE 17

CONSUMER BEHAVIOUR WILLS LIFESTYLE

Retai*ing in In$ia i t"&r&.g"*( .n&rgani+e$. T"ere i n& .''*(

!&%'etiti&n ,r&% t"e .n&rgani e$

CONSUMER BEHAVIOUR WILLS LIFESTYLE

In !&ntra t) '*a(er in t"e &rgani e$ e!t&r "a5e -ig e2'en e t&

In$iaN ,ir t tr.e "&''ing %a** B !&%'*ete #it" ,&&$ !&.rt )

're ent &''&rt.nit( t& internati&na* an$G&r t& 'i&neer a %&$ern

CONSUMER BEHAVIOUR WILLS LIFESTYLE

READYMADE GARMENTS #it" LIFESTYLE BANGALORE. <.E STATEMENT OF THE 0ROBLEM

'e!ia* re,eren!e t& 8ILLS

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE 2!

CONSUMER BEHAVIOUR WILLS LIFESTYLE

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE 21

CONSUMER BEHAVIOUR WILLS LIFESTYLE

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE 22

CONSUMER BEHAVIOUR WILLS LIFESTYLE

MAIL SUR6EY : T"i in tr.%ent i a ;.e ti&nnaire -.t it i

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE 23

CONSUMER BEHAVIOUR WILLS LIFESTYLE

( te%ati! gat"ering &,

0er &na* Inter5ie# Te*e'"&ne Inter5ie# Mai* Inter5ie#

$ata !&**e!ti&n agen!ie .

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE 24

CONSUMER BEHAVIOUR WILLS LIFESTYLE

MISCELLANEOUS SOURCES3 T"e e are &t"er &.r!e *ike &*$ 0r&7e!t )

0.-*i! arti!*e ) Fi*e an$ B&&k .

INTERNAL SOURCES3 C&%'an( re &.r!e ) Ba*an!e "eet) Cata*&g an$

DAYANANDA SAGAR COLLEGE OF SCIENCE ARTS & COMMERCE 25

Retaiing in In$ia i t"&r&.g"( .n&rgani+e$. T"ere i n& .''*(

0er &na* Inter5ie# Tee'"&ne Inter5ie# Mai Inter5ie#

MISCELLANEOUS SOURCES3 T"e e are &t"er &.r!e ike &$ 0r&7e!t )

0.-i! arti!e ) Fi*e an$ B&&k .

INTERNAL SOURCES3 C&%'an( re &.r!e ) Baan!e "eet) Cata&g an$

erie e en!e &, "air at t"e a*&n De #i $.ring #i

i,e t(e In$ia ,a "i&n #eek a.t.%n #inter HK in NE8DELHI

O5er t"e a t t"ree (ear ) ITC1 Li,e t(e Retai*ing B. ine

ana( i ) in5&5e i$enti,(ing t"e nee$ an$ $eter%ining 'r&-*e%

#eakne ) t"en 'arti!.ar &''&rt.nitie L t"reat >a!ti&n ? are i%'ie$.